Relation Between Architecture And The Environment.this...

An architect cannot build a consistent and stable structure without knowing the relationship between architecture and the environment.This topic should be discussed on various angles. One of them is the aesthetical point of view, and the other is the human intervention in nature. The former is essentially an artistic debate and a generic timeless topic since the beginning of architectural practices. The other one is a more contemporary issue. In a broader aspect, this topic isn’t only the architect s interest, but also is an issue of engineers, scientists and even social scientist s; and yet it can even extend to global warming concerns. For this reason, let us firstly start and find out the most current dispute entitled as human intervention in nature. Humans since their very first existence have been in a big struggle against the nature. However, they shape the nature to suffice their needs and in essence adapt themselves accordingly into the conditions given by the Mother Nature. Over time nature has resisted to this human endeavor in every possible way it can and tried not to surrender humans. No matter how strong this resistance is; humans somehow found a way to break it down with their inborn skills that they managed to develop in time. This can be regarded as a seamless dance between these two enormous forces. As the nature manifested itself as an obstacle where humans accomplished to push it away, this struggle shaped the way in which humans developed a way of

How The Superintendents Leadership Program Transformed...

Edilberto L. Oplenaria - SLP Batch 2 Division of Malaybalay City How the Superintendents’ Leadership Program Transformed Me As A Leader? The way I look at and feel myself today would readily reveal not only the palpable changes in me but the undeniable transformation that happened to my whole self brought about as a product of my undertaking the Superintendents’ Leadership Program. A number of my subordinates and local stakeholders have noticed that difference in my person since I subjected myself to the strenuous but enjoyable regiment of the Superintendents’ Leadership Program. The varied learning I gained from the program has added more intensity and sharpness on the way I enunciated and delivered my thoughts as made evident during my conduct of meetings, delivering speeches or ordinary talks and conversations and most of all when I gave instructions or interpret policies or guidelines. It appears that I am now better understood compared to the time when I was not yet able to set foot at the halls and faà §ade of the Eug enio Lopez Center. On the Test of Integrity There were various occasions in the past that I failed to stand on the test of my personal integrity. At present, I can now say categorically that I understand the people around me better than before. This is made evident during all instances when I had the chance to interact with them. I had the depth and comprehensive understanding of the way people reacted and interacted with me. In the workShow MoreRelatedHow The Superintendents Leadership Program Transformed Me As A Leader?3557 Words   |  15 Pages How the Superintendents’ Leadership Program Transformed Me As A Leader? 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Marketing Anthropology free essay sample

Anthropology and marketing (together with consumer research) were once described as ‘linchpin disciplines in parallel intellectual domains’ (Sherry 1985a: 10). To judge from the prevalent literature, however, this view is not shared by many anthropologists, who tend to look at markets (for example, Carrier 1997) and exchange rather than at marketing per se (Lien 1997 is the obvious exception here). For their part, marketers, always open to new ideas, have over the decades made – albeit eclectic (de Groot 1980:131) – use of the work of anthropologists such as Claude Levi-Strauss and Mary Douglas whose aims in promulgating their ideas on binary oppositions, totemism and grid and group were at the time far removed from the endeavour of marketing both as a discipline and as practice. Can anthropology really be of use to marketing? Can the discipline in effect market itself as an effective potential contributor to solving the problems faced by marketers? There is no reason why not. After all, it is anthropologists who point out that there is more than one market and that these markets, like the Free Market beloved by economists, are all socio-cultural constructions. In this respect, what they have to say about the social costs of markets, as well as about the non-market social institutions upon which markets depends and the social contexts that shape them (cf. Carruthers and Babb 2000:219-222), is extremely pertinent to marketers anxious to come up with definitive answers as to why certain people buy certain products and how to persuade the rest of the world to do so. At the same time, however, there are reasons why anthropology probably cannot be of direct use to marketing. In particular, as we shall see in the following discussion of marketing practices in a Japanese advertising agency, anthropology suffers from the fact that its conclusions are based on long-term immersion in a socio-cultural ‘field’ and that its methodology is frequently unscientific, subjective and imprecise. As part of their persuasive strategy, on the other hand, proponents of marketing need to present their discipline as objective, scientific, speedy and producing the necessary results. How they actually go about obtaining such results, however, and whether they really are as objective and scientific as they claim to their clients, are moot points. This paper focuses, by means of a case study, on how marketing is actually practised in a large advertising agency in Japan and has four main aims. Firstly, it outlines the organisational structure of the agency to show how marketing acts as a social mechanism to back up inter-firm ties based primarily on tenuous personal relationships. Secondly, it reveals how these same interpersonal relations can affect the construction of apparently ‘objective’ marketing strategies. Thirdly, it focuses on the problem of how all marketing campaigns are obliged to shift from ‘scientific’ to ‘artistic’ criteria as statistical data, information and analysis are converted into 1 linguistic and visual images for public consumption. Finally, it will make a few tentative comments on the relations between anthropology and marketing, with a view to developing a comparative theory of advertising as a marketing system, based on the cultural relativity of a specific marketing practice in a Japanese advertising agency (cf. Arnould 1995:110). The Discipline, Organisation and Practice of Marketing The Marketing Division is the engine room of the Japanese advertising agency in which I conducted my research in 1990. At the time, this agency handled more than 600 accounts a year, their value varying from several million to a few thousand dollars. The Marketing Division was almost invariably involved in some way in the ad campaigns, cultural and sporting events, merchandising opportunities, special promotions, POP constructions, and various other activities that the agency carried out on behalf of its clients. Exceptions were those accounts involving media placement or certain kinds of work expressly requested by a client – like, for example, the organisation of a national sales force meeting for a car manufacturer. Even here, however, there was often information that could be usefully relayed back to the Marketing Division (the number and regional distribution of the manufacturer’s sales representatives, as well as possible advance information on new products and/or services to be offered in the coming year). Marketing Discipline As Marianne Lien (1997:11) points out, marketing is both a discipline and a practice. The main aims as a discipline of the Marketing Division were (and, of course, still are): firstly, to acquire as much information as possible from consumers about their clients’ products and services; secondly, to acquire as much information as possible, too, from clients about their own products and services; and, thirdly, to use strategically both kinds of information acquired to develop new accounts. Marketing thus provided those working in the Marketing Division with the dispassionate data that account executives needed in their personal networking with (potential) clients whom they cajoled, persuaded, impressed and pleaded with to part with (more) money. Marketing Organisation In order to achieve the three overall objectives outlined above, the agency established a certain set of organisational features to enable marketing practice to take place. Firstly, the Marketing Division, which consisted of almost 90 members, was structured into three separate, but interlocking, sub-divisions. These consisted of Computer Systems; Market Development and Merchandising; and Marketing. The last was itself sub-divided into three departments, each of which was broken down into three or four sections. 1 Each section consisted of from six to a dozen members, led by a Section Leader, under whom they worked in teams of two to three on an account. These teams were not fixed. Thus one member, A, might work with another, B, under the Section Leader (SL) on a contact lens advertising campaign, but find herself assigned to worked with C under SL on an airline company’s business class service account, and with D under SL on a computer manufacturer’s consumer survey. In this respect, the daily life of members of the Marketing Note that, unlike the Marketing department in Viking foods discussed by Lien. Department was similar to that of product managers described by Lien (1997:69), being characterised by ‘frequent shifts from one activity to another, a wide network of communications, and a considerable amount of time spent in meetings or talking on the telephone’. Secondly, tasks (or accounts) were allocated formally through the hierarchical divisional structure – by departments first, then by sections – according to their existing responsibilities and perceived suitability for the job in hand. Each SL then distributed these tasks to individual members on the basis of their current overall workloads. At the same time, however, there was an informal allocation of accounts involving individuals. Each SL or DL could take on a job directly from account executives handling particular accounts on behalf of their clients. Here, prior experiences and personal contacts were important influences on AEs’ decisions as to whether to go through formal or informal channels of recruitment. The account executive in charge of the NFC contact lens campaign described in my book (Moeran 1996), for example, went directly to a particular SL in the Marketing Department because of some smart work that the latter had done for the AE on a different account some months previously. Mutual respect had been established and the contact lens campaign provided both parties with an opportunity to assess and, in the event, positively validate their working relationship. There were certain organisational advantages to the ways in which accounts were distributed in the manner described here. Firstly, by freely permitting interpersonal relations between account executives and marketers, the Agency ensured that there was competitiveness at each structural level of department and section. Such competition was felt to be healthy for the Agency as a whole, and to encourage its continued growth. Secondly, by assigning individual members of each section in the Marketing Department to working in different combinations of people on different tasks, the Agency ensured that each member of the Marketing Department received training in a wide variety of marketing problems and was obliged to interact fully with fellow section members, thereby promoting a sense of cooperation, cohesion and mutual understanding. This in itself meant that each section developed the broadest possible shared knowledge of marketing issues, because of the knowledge gained by individual members and the interaction among them. Marketing Practice Accounts were won by the Agency primarily through the liaison work conducted with a (potential) client by an account executive (who might be a very senior manager or junior ‘salesman’ recruited only a few years earlier). Once an agreement was made between Agency and client – and such an agreement might be limited to the Agency’s participation in a competitive presentation, the outcome of which might lead to an account being established – the AE concerned would put together an account team. An account team consists of the AE in charge (possibly with assistants); the Marketing Team (generally of 2 persons under a Marketing Director [MD], but sometimes much larger, depending on the size of the account and the work to be done); the Creative Team (consisting of Creative Director [CD], Copywriter, and Art Director [AD] as a minimum, but usually including two ADs – one for print-, the other for TV-related work); and Media Planner/Buyer(s). The job of the account team is to carry out successfully the task set by the client, and to this end meets initially for an orientation meeting in which the issues and problems relayed by the client to the AE are explained and discussed to all members. 2 Prior to this, however, the AE provides the marketing team with all the information and data that he has been able to extract from the client (a lot of it highly confidential to the company concerned). The marketing team, therefore, tends to come prepared and to have certain quite specific questions regarding the nature of the statistics provided, the target market, retail outlets, and so on. If it has done its homework properly – which is not always the case, given the number of different accounts on which the team’s members are working and the pressure of work that they are under – the marketing team may well have several pertinent suggestions for further research. It is on the basis of these discussions that the AE then asks the MD to carry out such research as is thought necessary for the matter in hand. In the meantime, the creative team is asked to mull over the issues generally and to think of possible ways of coping ‘creatively’ (that is, linguistically and visually) with the client’s marketing problems. Back in the Marketing Department, the MD will tell his subordinates to carry out specific tasks, such as a consumer survey to find out who precisely makes use of a particular product and why. This kind of task is fairly mechanical in its general form, since the Agency does this sort of work for dozens of clients every year, but has to be tailored to the present client’s particular situation, needs and expectations. The MD will therefore discuss his subordinate’s proposal, make some suggestions to ensure that all points are overed (and that may well include some additional questions to elicit further information from the target audience that has taken on importance during their discussion), and then give them permission to have the work carried out. All surveys of this kind are subcontracted by the Agency to marketing firms and research organisations of one sort or another. This means that the marketing team’s members are rarely involved in direct face-to-face contact or interaction with the consumers of the products that they wish to advertise,3 except when small ‘focus group’ interviews take place (usually in one of the Agency’s buildings). The informal nature of such groups, the different kinds of insights that they can yield, and the need to spot and pursue particular comments mean that members of the marketing team should be present to listen to and, as warranted, direct the discussion so that the Agency’s particular objectives are achieved. In general, however, the only evidence of consumers in the Agency is indirect, through reports, statistics, figures, data analyses and other information that, paradoxically, are always seen to be insufficient or ‘incomplete’ (cf. Lien 1997:112). Once the results of the survey are returned, the marketers enter them into their computers (since all such information is stored and can be used to generate comparative data for other accounts as and when required). They can make use of particular programmes to sort and analyse such data, but ultimately they need to be able to present their results in readily comprehensible form to other members of the account team. Here again, the MD tends to ensure that the information presented at the next meeting is to the point and properly hierarchised in terms of importance. This leads to the marketing team’s putting forward things like: a positioning statement, slogan, purchasing decision The Media Planners do not usually participate in these early meetings since their task is primarily to provide information of suitable media, and slots therein, for the finished campaign to be placed in. 3 A similar point is made by Lien (1997. 11) in her study of Viking Foods. Focus Groups usually consist of about half a dozen people who represent by age, gender, socio-economic grouping and so on the type of target audience being addressed, and who have agreed to talk about (their attitudes towards) a particular product or product range – usually in exchange for some gift or money. Interviews are carried out in a small meeting room (that may have a one-way mirror to enable outside observation) and tend to last between one and two hours. 4 2 4 odel (high/low involvement; think/feel product relationship), product message concept, and creative frame. One of the main objectives of this initial – and, if properly done, only – round of research is to discover the balance between what are terms product, user and end benefits, since it is these factors that determine the way in which an ad campaign should be presented and, therefore, how the creative team should visualise the marketing problems analysed and ensuing suggestions from the marketing team. It is here that we come to the crux of marketing as practised in an advertising agency (whether in Japan or elsewhere). Creative people tend to be suspicious of marketing people and vice-versa. This is primarily because marketers believe that they work rationally and that the creative frames that they produce are founded on objective data and analyses. Creative people, on the other hand, believe that their work should be ‘inspired’, and that such inspiration can take the place at the expense of the data and analyses provided for their consideration. As a result, when it comes to producing creative work for an ad campaign, copywriters and creative directors tend not to pay strict attention to what the marketing team has told them. For example, attracted by the idea of a particular celebrity or filming location, they may come up with ideas that in no way meet the pragmatic demands of a particular ad campaign that may require emphasis on product benefits that are irrelevant to the chosen location or celebrity suggested for endorsement. This does not always happen, of course. A good and professional creative team – and such teams are not infrequent – will follow the marketing team’s instructions. In such cases, their success is based on a creative interpretation of the data and analyses provided. Agency-Client Interaction If there is some indecision and argument among different elements of the account team – and it is the presiding account executive’s job to ensure that marketers and creatives do not come to blows over their disagreements – they almost invariably band together when meeting and presenting their plans to the client. Such meetings can take place several, even more than a dozen, times during the course of an account team’s preparations for an ad campaign. At most of them the MD will be present, until such time as it is clear that the client has accepted the Agency’s campaign strategy and the creative team has to fine-tune the objectives outlined therein. Very often, therefore, the marketing team will not stay on a particular account long enough to learn of its finished result, although a good AE will keep his MD abreast of creative developments and show him the (near) finalised campaign prior to the client’s final approval. But marketers do not get involved in the production side of a campaign (studio photography, television commercial filming, and so on) – unless one of those concerned knows what is going on when, happens to be nearby at the time, and drops in to see how things are going. In other words, the marketing team’s job is to see a project through until accepted by the client. It will then dissolve and its members will be assigned to new accounts. Advertising Campaigns: A Case Study To illustrate in more detail particular examples of marketing practice in the Agency, let me cite as a case study the preparation of contact lens campaign in Japan. This example is illuminating because it reveals a number of typical problems faced by an advertising agency in the formulation and execution of campaigns on behalf of its clients. These include the interface between marketing and creative people within an agency and the interpretation of marketing analysis and data; the 5 transposition of marketing analysis into ‘creative’ (i. e. linguistic, visual and design) ideas; the interface between agency and client in the ‘selling’ of a campaign proposal; and the problems of having to appeal to more than one ‘consumer’ target. When the Nihon Fibre Corporation asked the Agency to prepare an advertising campaign for its new Ikon Breath O2 oxygen-passing GCL hard contact lenses in early 1990, it provided a considerable amount of product information with which to help and guide those concerned. This information included the following facts: firstly, with a differential coefficient (DK factor) of 150, Ikon Breath O2 had the highest rate of oxygen permeation of all lenses currently manufactured and marketed in Japan. As a result, secondly, Ikon Breath O2 was the first lens authorized for continuous wear by Japan’s Ministry of Health. Thirdly, the lens was particularly flexible, dirt and water resistant, durable, and of extremely high quality. The client asked the Agency to confirm that the targeted market consisted of young people and to create a campaign that would help NFC capture initially a minimum three per cent share of the market, rising to ten per cent over three years. The Agency immediately formed an account team, consisting of eight members all told. Their first step was to arrange for the marketing team to carry out its own consumer research before proceeding further. A detailed survey – of 500 men and women – was worked out in consultation with the account executive and the client, and was executed by a market research company subcontracted by the Agency. Results confirmed that the targeted audience for the Ikon Breath O2 advertising campaign should be young people, but particularly young women, between the ages of 18 and 27 years, since it was they who were most likely to wear contact lenses. At the same time, however, the survey also revealed that there was little brand loyalty among contact lens wearers so that, with effective advertising, it should be possible to persuade users to shift from their current brand to Ikon Breath O2 lenses. It also showed that young women were not overly concerned with price provided that lenses were safe and comfortable to wear, which meant that Ikon Breath O2’s comparatively high price in itself should not prove a major obstacle to brand switching or sales. On a less positive note, however, the account team also discovered that users were primarily concerned with comfort and were not interested in the technology that went into the manufacture of contact lenses (thereby obviating the apparent advantage of Ikon Breath O2’s high DK factor of which NFC was so proud); and that, because almost all contact lens users consulted medical specialists prior to purchase, the advertising campaign would have to address a second audience consisting mainly of middle-aged men. All in all, therefore, Ikon Breath O2 lenses had an advantage in being of superb quality, approved by medical experts and recognized, together with other GCL lenses, as being the safest for one’s eyes. Its disadvantages were that NFC had no ‘name’ in the contact lens market and that users knew very little about GCL lenses or contact lenses in general. This meant that the advertising campaign had to be backed up by point of purchase sales promotion (in the form of a brochure) to ensure that the product survived. Moreover, it was clear that Ikon Breath O2’s technical advantage (the DK 150 factor) would not last long because rival companies would soon be able to make lenses with a differential coefficient that surpassed that developed by NFC. 5 On this occasion, because the advertising budget was comparatively small, the media buyer was not brought in until later stages in the campaign’s preparations. The AE in charge of the NFC account interacted individually with the media buyer and presented the latter’s suggestions to the account team as a whole. 6 As a result of intense discussions following this survey, the account team moved slowly towards what it thought should be as the campaign’s overall ‘tone and manner’. Ideally, advertisements should be information-oriented: the campaign needed to put across a number of points about the special product benefits that differentiated it from similar lenses on the market (in particular, its flexibility and high rate of oxygen-permeation). Practically, however – as the marketing team had to emphasize time and time again – the campaign needed to stress the functional and emotional benefits that users would obtain from wearing Ikon Breath O2 lenses (for example, continuous wear, safety, release from anxiety and so on). This meant that the advertising itself should be emotional (and information left to the promotional brochure) and stress the end benefits to consumers, rather than the lenses’ product benefits. Because the marketing team had concluded that the product’s end benefits should be stressed, copywriter and art director opted for user imagery rather than product characteristics when thinking of ideas for copy and visuals. However, they were thwarted in their endeavours by a number of problems. Firstly, advertising industry self-policing regulations prohibited the use of certain words and images (for example, the notion of ‘safety’, plus a visual of someone asleep while wearing contact lenses), and insisted on the inclusion in all advertising of a warning that the Ikon Breath O2 lens was a medical product that should be purchased through a medical specialist. This constriction meant that the creative team’s could not use the idea of ‘continuous wear’ because, even though so certified by Japan’s Ministry of Health, opticians and doctors were generally of the opinion that Ikon Breath O2 lenses were bound to affect individual wearers in different ways. NFC was terrified of antagonizing the medical world which would often be recommending its product, so the product manager concerned refused to permit the use of any word or visual connected with ‘continuous wear’. Thus, to the account team’s collective dismay, the product’s end benefit to consumers could not be effectively advertised. Secondly, precisely because Ikon Breath O2 lenses had to be recommended by medical specialists, NFC’s advertising campaign needed to address the latter as well as young women users. In other words, the campaign’s tone and manner had to appeal to two totally different segments of the market, while at the same time satisfying those employed in the client company. This caused the creative team immense difficulties, especially because – thirdly – the product manager of NFC’s contact lens manufacturing division was convinced that the high differential coefficient set Ikon Breath O2 lenses apart from all other contact lenses on the market and would appeal to members of the medical profession. So he insisted on emphasizing what he saw as the unique technological qualities of the product. In other words, not only did he relegate young women who were expected to buy the product to secondary importance; he ignored the marketing team’s recommendation that user benefit be stressed. Instead, for a long time he insisted on the creative team’s focussing on product benefit, even though the DK factor was only a marginal and temporary advantage to NFC. As a result of these two sets of disagreements, the copywriter came up with two different key ideas. The first was based on the product’s characteristics, and thus supported the manufacturer’s (but went against his own marketing team’s) product benefit point of view, with the phrase ‘corneal physiology’ (kakumaku seiri). The second also stressed a feature of the product, but managed to emphasize the user benefits that young women could gain from wearing lenses that were both ‘hard’ and ‘soft’ (yawarakai). The former headline was the only way to break brand parity and make Ikon Breath O2 temporarily distinct from all other lenses on the market (the product manager liked the distinction; the marketing team disliked the temporary nature of that distinction). At this stage in the negotiations, the account executive in charge felt obliged to tow an obsequious line, but needed to appease his marketing team and ensure that the creative team came up with something else if at all possible, since 7 corneal physiology gave Ikon Breath O2 lenses only a temporary advantage. As a result, the copywriter introduced the word ‘serious’ (majime) into discussions – on the grounds that NFC was a ‘serious’ (majime) manufacturer (it was, after all, a well-known and respected Japanese corporation) which had developed a product that, by a process of assimilation, could also be regarded as ‘serious’; moreover, by a further rubbing-off process, as the marketing team agreed, such ‘seriousness’ could be attributed to users who decided to buy and wear Ikon Breath O2 lenses. In this way, both the distinction between product benefit and user benefit might be overcome. The copywriter’s last idea was the one that broke the deadlock (and it was at certain moments an extremely tense deadlock) between the account team as a whole and members of NFC’s contact lens manufacturing division. After a series of meetings in which copywriter and designer desperately tried to convince the client that the idea of softness and hardness was not a product characteristic, but an image designed to support the benefits to consumers wearing Ikon Breath O2 lenses, the product manager accepted the account team’s proposals in principle, provided that ‘serious’ was used as a back-up selling point. Soft hard’ (yawaraka hard) was adopted as the key headline phrase for the campaign as a whole. It can be seen that the marketing team’s analysis of how NFC should successfully enter the contact lens market met two stumbling blocks during the early stages of preparation for the advertising campaign. The first was within the account team itself, where the copywriter in particular tended to opt for the manufacturer’s approach by emphasising the product benefit of Ikon Breath O2. The second was when the Agency’s account team had to persuade the client to accept its analysis and campaign proposal. But the next major problem facing the account team was how to convert this linguistic rendering of market analysis into visual terms. What sort of visual image would adequately fulfil the marketing aims of the campaign and make the campaign as a whole – including television commercial and promotional materials – readily recognizable to the targeted audience? It was almost immediately accepted by the account team that the safest way to achieve this important aim was to use a celebrity or personality (talent in Japanese) to endorse the product. Here there was little argument, because it is generally recognized in the advertising industry that celebrity endorsement is an excellent and readily appreciated linkage device in multi-media campaigns of the kind requested by NFC. Moreover, since television commercials in Japan are more often than not only fifteen seconds long and therefore cannot include any detailed product information, personalities have proved to be attention grabbers in an image-dominated medium and to have a useful, short-term effect on sales because of their popularity in other parts of the entertainment industry. At the same time, not all personalities come across equally well in the rather differing media of television and magazines or newspapers, so that the account team felt obliged to look for someone who was more than a mere pop idol and who could act. It was here that those concerned encountered the most difficulty. The presence of a famous personality was crucial since s/he would be able to attract public attention to a new product and hopefully draw people into retail outlets to buy Ikon Breath O2 lenses. It was agreed right from the start that the personality should be a young woman, in the same age group as the targeted audience, and Japanese. (After all, a ‘blue eyed foreigner’ endorsing Ikon Breath O2 contact lenses would hardly be appropriate for brown-eyed Japanese. ) Just who this woman should be, however, proved problematic. Tennis players (who could indulge in both ‘hard’ activities and ‘soft’ romance) were discarded early on because the professional season was already in full swing at the time the campaign was being prepared. Classical musicians, while romantic and thus ‘soft’, were not seen to be ‘hard’ enough, while the idea of using a Japanese ‘talent’, Miyazawa Rie (everyone on the account team’s favourite at the time), was reluctantly rejected because, even though photographs of her in the nude were at the time causing a 8 minor sensation among Japanese men interested in soft-porn, she was rather inappropriate for a medical product like a contact lens which was aimed at young women. Any personality chosen had to show certain distinct qualities. One of these was a ‘presence’ (sonzaikan) that would attract people’s attention on the page or screen. Another was ‘topicality’ (wadaisei) that stemmed from her professional activities. A third was ‘future potential’ (nobisei), meaning that the celebrity had not yet peaked in her career, but would attract further widespread media attention and so, it was hoped, indirectly promote Ikon Breath O2 lenses and NFC. Most importantly, however, she had to suit the product. In the early stages of the campaign’s preparations, the creative team found itself in a slight quandary. They wanted to choose a celebrity whose personality fitted the ‘soft-hard’ and ‘serious’ ideas and who would then anchor a particular image to Ikon Breath O2 lenses, although it proved difficult to find someone who would fit the product and appeal to all those concerned. Eventually, the woman chosen was an actress, Sekine Miho, who epitomized the kind of modern woman that the creative team was seeking, but who was also about to star in a national television (NHK) drama series that autumn – a series in which she played a starring role as a ‘soft’, romantic character. Although popularity in itself can act as a straightjacket when it comes to celebrity endorsement of a product, in this case it was judged – correctly, it transpired – that Sekine had enough ‘depth’ (fukasa) to bring a special image to Ikon Breath O2 lenses. Once the celebrity had been decided on, the creative team was able to fix the tone and manner, expression and style of the advertising campaign as a whole. Sekine was a ‘high class’ (or ‘one rank up’ in Japanese-English parlance) celebrity who matched NFC’s image of itself as a ‘high class’ (ichiryu) company and who was made to reflect that sense of eliteness in deportment and clothing. At the same time, NFC was a ‘serious’ manufacturer and wanted a serious, rather than frivolous, personality who could then be photographed in soft-focus, serious poses to suit the serious medical product being advertised. This seriousness was expressed further by means of ery slightly tinted black and white photographs which, to the art director’s – but, not initially, the product manager’s – eye made Sekine look even ‘softer’ in appearance and so match the campaign’s headline of yawaraka hard. This softness was further reinforced by the heart-shaped lens cut at the bottom of every print ad, and on the front of the brochure, which the art director m ade green rather than blue – partly to differentiate the Ikon Breath O2 campaign from all other contact lens campaigns run at that time, and partly to appeal to the fad for ‘ecological’ colours then-current among young women in particular. This case study shows that there is an extremely complex relationship linking marketing and creative aspects of any advertising campaign. In this case, market research showed that Ikon Breath O2 lenses were special because of the safety that derived from their technical quality, but that consumers themselves were not interested in technical matters since their major concern was with comfort. Hence the need to focus the advertising campaign on user benefit. Yet the client insisted on stressing product benefit – a stance made more difficult for the creative team because it could not legally use the only real consumer benefit available to it (continuous wear), and so had to find something that would appeal to both manufacturer and direct and indirect ‘consumers’ of the lens in question. In the end, the ideas of ‘soft hard’ and ‘serious’ were adopted as compromise positions for both client and agency, as well as for creative and marketing teams. Concluding Comments Let us in conclusion try to follow two separate lines of thought. One of these is, as promised, the relationship between marketing and anthropology; the other that between advertising and marketing. 9 Although convergence between anthropology, marketing and consumer research may be growing, the evidence suggested by the case study in this paper is that huge differences still exist. Marketing people in the advertising agency in which I studied may be interested in anthropology; they may even have dipped into the work of anthropologists here and there. But their view of the discipline tends to be rather old-fashioned, and they certainly do not have time to go in for the kind of intensive, detail ethnographic nquiry of consumers that anthropologists might encourage. If anthropologists are to make a useful contribution to marketing, therefore, they need to present their material and analyses succinctly and in readily digestible form, since marketing people hate things that are overcomplicated. It is, perhaps, for this rather than any other reason that someone like Mary Douglas (Douglas and Isherwood 1979) has been so favourably received. In the end, marketing people aim to be positivist, science-like (rather than scientific, as such), and rationalist in their ad campaigns. They aspire to measure and predict on the basis of observer categories, if only because this is the simplest way to sell a campaign to a client. In this respect, they are closer to the kind of sociology and anthropology advocated in the 1940s and 50s (which would explain their adoption of Talcott Parsons’s theory of action, for example), than to the present-day ‘interpretive’ trends in the discipline, and thus favour in their practices an outmoded – and among most anthropologists themselves, discredited – form of discourse. So, ‘if anthropologists are kings of the castle, it is a castle most other people have never heard of’ (Chapman and Buckley 1997: 234). As Malcolm Chapman and Peter Buckley wryly observe, we need perhaps to spend some time entirely outside social anthropology in order to be convinced of the truth of this fact. Secondly, as part of this positivist, science-like approach, marketers in the Japanese advertising agency tended to make clear-cut categories that would be easily understood by both their colleagues in other divisions in the Agency and by their clients. These categories tended to present the consumer world as a series of binary oppositions (between individual and group, modern and traditional, idealist and materialist, and so on [cf. Lien 1997: 202-8]) that they then presented as matrix or quadripartite structures (the Agency’s Purchase Decision Model, for example, was structured in terms of think/feel and high/low involvement axes). In this respect, their work could be said to exhibit a basic form of structuralism. One of these oppositions was that made between product benefit and user benefit (with its variant end benefit). As this case study has shown, this is a distinction that lies at the heart of all advertising and needs to be teased out if we are successfully to decode particular advertisements in a manner that goes beyond the work of Barthes (1977), Williamson (1978), Goffman (1979) and others. Thirdly, one of the factors anchoring marketing to the kind of structured thinking characteristic of modernist disciplines, perhaps, is that the creation of meaning in commodities is inextricably bound up with the establishment of a sense of difference between one object and all others of its class. After all, the three tasks of advertising are: to stand out from the surrounding competition to attract people’s attention; to communicate (both rationally and emotionally) what it is intended to communicate; and to predispose people to buy or keep on buying what is advertised. The sole preoccupation of those engaged in the Ikon Breath 02 campaign was to create what they referred to as the ‘parity break’: to set NFC’s contact lenses apart from all other contact lenses on sale in Japan, and from all other products on the market. At the same time, the idea of parity break extended to the style in which the campaign was to be presented (tinted monochrome photo, green logo, and so on). In this respect, the structure of meaning in advertising is akin to that found in the syntagmatic and paradigmatic axes of structural linguistics where particular choices of words and phrases are influenced by the overall structure and availability of meanings in the language in which a speaker is communicating. That the work of LeviStrauss should be known to most marketers, therefore, is hardly surprising. Marketing practice is in many respects an application of the principles of structural anthropology to the selling of products. 10 Fourthly, although those working in marketing and consumer research take it as given that there is one-way flow of activity stemming from the manufacturer and targeted at the end consumer, in fact, as this case study shows, advertising – as well as the marketing that an advertising agency conducts on behalf of a client – always addresses at least two audiences. One of these is, of course, the group of targeted consumers (even though they are somewhat removed from the direct experience of marketers in their work). In this particular case, to complicate the issue further, there were two groups of consumers, since the campaign had to address both young women and middle-aged male opticians. Another audience is the client. As we have seen, the assumed or proven dis/likes of both consumers and advertising client affect the final meaning of the products advertised, and the client in particular had to be satisfied with the Agency’s campaign approach before consumer ‘needs’ could be addressed. At the same time, we should recognise that a third audience exists among different members of the account team within the Agency itself, since each of the three separate parties involved in account servicing, marketing and creative work needed to be satisfied by the arguments of the other two. In this respect, perhaps, we should note that marketing people have spent a lot of time over the decades making use of insights developed in learning behaviour, personality theory and psychoanalysis which they then apply to individual consumers. In the process, however, they have tended to overlook the forms of social organisation of which these individuals are a part (cf. de Groot 1980:44). Yet it is precisely the ways in which individual consumers interact that is crucial to an understanding of consumption and thus of how marketing should address its targeted audience: how networks function, for example, reveals a lot about the vital role of word-of-mouth in marketing successes and failures; how status groups operate and on what grounds can tell marketers a lot about the motivations and practices of their targeted audience. Anthropologists should be able to help by providing sociological analyses of these and other mechanisms pertinent to the marketing endeavour. In particular, their extensive work on ritual and symbolism should be of use in foreign, ‘third world’ markets. Fifthly, most products are made to be sold. As a result, different manufacturers have in mind different kinds of sales strategies, target audiences, and marketing methods that have somehow to be translated into persuasive linguistic and visual images – not only in advertising, but also in packaging and product design. For the most part, producers of the commodities in question find themselves obliged to call on the specialized services of copywriters and art designers who are seen to be more in tune with the consumers than are they themselves. This is how advertising agencies market themselves. But within any agency, the creation of advertising involves an ever-present tension between sales and marketing people, on the one hand, and creative staff, on the other; between the not necessarily compatible demands for the dissemination of product and other market information, on the one hand, and for linguistic and visual images that will attract consumers’ attention and push them into retail outlets to make purchases, on the other. This is not always taken into account by those currently writing about advertising. More interestingly, perhaps, the opposition that is perceived to exist between data and statistical analysis, on the one hand, and the creation of images, on the other, parallels that seen to pertain between a social science like economics or marketing and a more humanities-like discipline such as anthropology. Perhaps the role for an anthropology of marketing is to bridge this great divide.

Macbeth Newspaper free essay sample

One way Jewett dramatizes the character of the young girls adventure is by using personification. Jewett uses personification. Personification gives human qualities to objects as a way of describing them to strengthen the description. In the story A White Heron Jewett uses personification when she says â€Å"There was the huge tree asleep yet in the paling moonlight. † Jewett here is showing the tree as a peaceful tree sleeping under the moonlight. â€Å"It must truly have been amazed. † This is when Jewett is trying to show how the tree is amazed by Sylvia and from that point it started to help her. â€Å"It felt this determined spark of human spirit. † This is when Jewett is showing that the tree felt a spark of human spirit. â€Å"And the tree stood still and frowned away the winds. † This was when Jewett was trying to show that the tree frowned away the winds and did not want the wind to make Sylvia’s journey hard for her. We will write a custom essay sample on Macbeth Newspaper or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page â€Å"The old pine must have loved his new dependent. † This is when Jewett is showing that the old pine tree now has helped Sylvia to the top and actually loves his new dependent (Sylvia). Another way Jewett dramatizes the character of the young girls adventure is by using Diction. Diction is the author’s word choice. It is very important because it strengthens the description of something or someone. In The White Heron Jewett it helps contrast between the huge tree and the small girl. Words that was used to describe Sylvia in the story was â€Å"little,† â€Å"small,† â€Å"clumsy,† â€Å"bare feet,† â€Å"weak creature† and â€Å"Harmless housebreaker. † All of these are words chosen by Jewett that describes the character of Sylvia. It strengthens the characterization of Sylvia. Those words mostly are showing that Sylvia is weak and small. She is a small girl that goes on a journey that leads her to becoming a young adult. Also words such as â€Å"determined,† â€Å"daring,† spark† and â€Å"dazzle† shows that Sylvia is determined and is daring herself to climb the â€Å"huge† tree. Jewett also uses words to describe the tree. Words such as â€Å"huge,† â€Å"strong,† â€Å"old pine,† â€Å"sturdy,† â€Å"monstrous ladder† and â€Å"great main mast† to describe the tree. This is showing that the tree is very powerful. These two are exactly opposite when Jewett describes them using word choice and diction. For example she says the girl is â€Å"small† and the tree is â€Å"huge,† she is â€Å"weak† and the tree is â€Å"strong† so there is a contrast between them. Contrasting diction and word choices contrasts the Sylvia’s personality and the tree’s.

Records of Births, Marriages, and Deaths in Australia

Records of Births, Marriages, and Deaths in Australia Australia is a country of immigrants and their descendants. Beginning with the establishment of New South Wales as a penal colony in 1788, convicts were sent to Australia from the British Isles. Assisted immigrants (immigrants who had most of their passage paid by the government), coming primarily from the British Isles and Germany, first began arriving in New South Wales in 1828, while unassisted immigrants first arrived in Australia as early as 1792. Prior to 1901, each state of Australia was a separate government or colony. Vital records in a particular state typically begin at the time of the colonys formation, with earlier records (except for Western Australia) found in New South Wales (the original jurisdictional body for Australia). New South Wales The New South Wales  Registry has civil records from March 1, 1856. Earlier church and other vital records, dating back to 1788, are also available, including a Pioneer Index 1788-1888. Registry of Births, Deaths, and Marriages191 Thomas StreetPO Box 30 G.P.O.Sydney, New South Wales 2001Australia(011) (61) (2) 228-8511 Online: NSW Registry of Births, Deaths, and Marriages offers an online, searchable Historical Index of Births, Marriages, and Deaths which covers births (1788-1908), deaths (1788-1978) and marriages (1788-1958). Northern Territory Birth records from August 24, 1870, marriages records from 1871, and death records from 1872 can be ordered from the Office of the Registrar. You can contact them at: Office of the Registrar of Births, Deaths, and MarriagesDepartment of LawNichols PlaceG.P.O. Box 3021Darwin, Northern Territory 0801Australia(011) (61) (89) 6119 Queensland Records from 1890 to the present can be obtained through the Queensland Office of the Registrar General. Birth records for the past 100 years, marriage records for the past 75 years, and death records for the past 30 years are restricted. Check the Web site for current fees and access restrictions. Queensland Registry of Births, Deaths, and MarriagesOld Treasury BuildingPO Box 188Brisbane, North QuayQueensland 4002Australia(011) (61) (7) 224-6222 Online: A free online Queensland BMD historical index search tool allows you to search Queensland birth indexes from 1829-1914, deaths from 1829-1983, and marriages from 1839-1938. If you find an entry of interest, you can download (for a fee) an image of the original register if it is available. Many of the more recent records are still available only in certificate (non-image) form. You can order printed copies to be sent to you via mail/post. South Australia Records from July 1, 1842, are available from the Registrar of South Australia. Births, Deaths and Marriages Registration OfficeDepartment of Public and Consumer AffairsPO Box 1351Adelaide, South Australia 5001Australia(011) (61) (8) 226-8561 Online: Family History South Australia includes a wealth of databases and articles to assist people researching their South Australian family history, including indexes to Early South Australian Marriages (1836-1855) and Gazetted Deaths (sudden deaths) (1845-1941). Tasmania The Registrars office has church registers from 1803 to 1838, and civil records from 1839 to the present. Access to birth and marriage records is restricted for 75 years, and death records for 25 years. Registrar General of Births, Deaths, and Marriages15 Murray StreetG.P.O. Box 198Hobart, Tasmania 7001Australia(011) (61) (2) 30-3793 Online:  The Tasmanian State Archives has several online vital records indexes, including indexes to Tasmanian divorces and convict applications for permission to marry. They also include an online Colonial Tasmanian Family Links Database (an index to records of all births, deaths, and marriages for the period 1803-1899 which were created by the Tasmanian Registrar of Births, Deaths, and Marriages). Victoria Birth certificates (1853-1924), death certificates (1853-1985) and marriage certificates (1853-1942) are available from the Registry, as well as records of church baptisms, marriages, and burials 1836 to 1853. More recent certificates are available with restricted access. Victorian Registry of Births, Deaths MarriagesGPO Box 4332Melbourne, Victoria, 3001, Australia Online: Victoria Registry of Births, Deaths, and Marriages offers, for a fee, an online index and digitized record copies of Victoria Births, Marriages and Deaths for the above mentioned years. Digitized, uncertified images of the original register records can be downloaded immediately to your computer upon payment. Western Australia Compulsory registration of births, deaths, and marriages started in Western Australia in September 1841. Access to more recent records (births 75 years, deaths 25 years, and marriages 60 years) is restricted to the named individual and/or next of kin. Western Australia Registry of Births, Deaths MarriagesPO Box 7720Cloisters SquarePerth, WA 6850 Online: The Western Australia Pioneers Index is accessible online for free searching of consolidated birth, death and marriage indexes for the years between 1841 and 1965. Additional Online Sources for Australian Vital Records The FamilySearch Record Search Web site hosts free searchable indexes of Australian Births and Baptisms (1792-1981), Deaths and Burials (1816-1980) and Marriages (1810-1980). These scattered records do NOT cover the entire country. Only a few localities are included and the time period varies by locality. Search for and locate vital records from across Australia that have been submitted by fellow genealogists at the Australasia Births, Deaths and Marriage Exchange. There are only 36,000 records from Australia and 44,000 from New Zealand, but you might just get lucky! The Ryerson Index includes more than 2.4 million death notices, funeral notices, and obituaries from 169 current Australian newspapers. While the index covers the entire country, the biggest focus is on NSW papers, including more than 1 million notices from the Sydney Morning Herald.

History of the Woodstock Music Festival of 1969

History of the Woodstock Music Festival of 1969 The Woodstock Festival (aka An Aquarian Exposition: Three Days of Peace and Music) was a three-day concert (which rolled into a fourth day) that involved lots of sex, drugs, and rock n roll, plus a lot of mud. The Woodstock Music Festival of 1969 has become an icon of the 1960s hippie counterculture. The festival took place on August 15-18, 1969, at Max Yasgurs dairy farm in the town of Bethel (outside of White Lake, New York). The Organizers of Woodstock The organizers of the Woodstock Festival were four young men: John Roberts, Joel Rosenman, Artie Kornfeld, and Mike Lang. The oldest of the four was only 27 years old at the time of the Woodstock Festival. Roberts, an heir to a pharmaceutical fortune, and his friend Rosenman were looking for a way to use Roberts money to invest in an idea that would make them even more money. After placing an ad in The New York Times that stated: Young men with unlimited capital looking for interesting, legitimate investment opportunities and business propositions, they met Kornfeld and Lang. The Plan for the Woodstock Festival Kornfeld and Langs original proposal was to build a recording studio and a retreat for rock musicians up in Woodstock, New York (where Bob Dylan and other musicians already lived). The idea morphed into creating a two-day rock concert for 50,000 people with the hope that the concert would raise enough money to pay for the studio. The four young men then got to work on organizing a large music festival. They found a location for the event up in an industrial park in nearby Wallkill, New York. They printed tickets ($7 for one day, $13 for two days, and $18 for three days), which could be purchased in select stores or via mail order. The men also worked on organizing food, signing musicians, and hiring security. Things Go Very Wrong The first of many things to go wrong with the Woodstock Festival was the location. No matter how the young men and their lawyers spun it, the citizens of Wallkill did not want a bunch of drugged-out hippies descending on their town. After much wrangling, the town of Wallkill passed a law on July 2, 1969, that effectively banned the concert from their vicinity. Everyone involved with the Woodstock Festival panicked. Stores refused to sell any more tickets and the negotiations with the musicians got shaky. Only a month-and-a-half before the Woodstock Festival was to begin, a new location had to be found. Luckily, in mid-July, before too many people began demanding refunds for their pre-purchased tickets, Max Yasgur offered up his 600-acre dairy farm in Bethel, New York for  the location for the Woodstock Festival. As lucky as the organizers  were to have found a new location, the last minute change of venue seriously set back the Festival timeline. New contracts to rent the dairy farm and surrounding areas had to be drawn up and permits to allow the Woodstock Festival in the town had to be acquired. Construction of the stage, a performers pavilion, parking lots, concession stands, and a childrens playground all got a late start and barely got finished in time for the event. Some things, like ticket booths and gates, did not get finished in time. As the date got closer, more problems sprung up. It soon appeared that their 50,000 people estimate was way too low and the new estimate jumped to upwards of 200,000 people. The young men then tried to bring in more toilets, more water, and more food. However, the food concessionaires kept threatening to cancel at the last minute (the organizers had accidentally hired people who had no experience in concessions) so they had to worry about whether or not they could airlift in rice as a backup food supply. Also troublesome was the last-minute ban on off-duty police officers from working at the Woodstock Festival. Hundreds of Thousands Arrive at the Woodstock Festival On Wednesday, August 13 (two days before the festival was to begin), there were already approximately 50,000 people camping near the stage. These early arrivals had walked right through the huge gaps in the fence where the gates had not yet been placed. Since there was no way to get the 50,000 people to leave the area in order to pay for tickets and there was no time to erect the numerous gates to prevent even more people from just walking in, the organizers were forced to make the event a free concert. This declaration of a free concert had two dire effects. The first of which was that the organizers were going to lose massive amounts of money by putting on this event. The second effect was that as news spread that it was now a free concert, an estimated one million people headed to Bethel, New York. Police had to turn away thousands of cars. It is estimated that about 500,000 people actually made it to the Woodstock Festival. No one had planned for half a million people. The highways in the area literally became parking lots as people abandoned their cars in the middle of the street and just walked the final distance to the Woodstock Festival. Traffic was so bad that the organizers had to hire helicopters to shuttle the performers from their hotels to the stage. The Music Starts Despite all the organizers troubles, the Woodstock Festival got started nearly on time. On Friday evening, August 15, Richie Havens got up on stage and officially started the Festival. Sweetwater, Joan Baez, and other folk artists also played Friday night. The music started up again shortly after noon on Saturday with Quill and continued non-stop until Sunday morning around 9 AM. The day of psychedelic bands continued with such musicians as Santana, Janis Joplin, Grateful Dead, and The Who, to name just a few. It was obvious to everyone that on Sunday, the Woodstock Festival was winding down. Most of the crowd left throughout the day, leaving about 150,000 people on Sunday night. When Jimi Hendrix, the last musician to play at Woodstock, finished his set early on Monday morning, the crowd was down to only 25,000. Despite the 30-minute lines for water and at least hour-long wait to use a toilet, the Woodstock Festival was a huge success. There were a lot of drugs, a lot of sex and nudity, and a lot of mud (created by the rain). After the Woodstock Festival The organizers of Woodstock were dazed at the end of the Woodstock Festival. They didnt have time to focus on the fact that they had created the most popular music event in history, for they first had to deal with their incredible debt (over $1 million) and the 70 lawsuits that had been filed against them. To their great relief, the film of the Woodstock Festival turned into a hit movie and the profits from the movie covered a large chunk of the debt from the Festival. By the time that everything was paid off, they were still $100,000 in debt.

The Five-Paragraph Essay Example | Topics and Well Written Essays - 500 words

The Five-Paragraph - Essay Example Climate change made storms fiercer causing numerous deaths and destruction of properties. The deaths associated with pollution are also increasing. O’Toole suggested two ways on how to reduce the problem of transportation in cities around the world. He proposed an expensive solution and a low cost solution. The expensive solution is to build more highways which could be costly not only in terms of constructing it, but also cannot be optimized during off hours. In addition, the construction of those highways takes years to finish not to mention that it also creates unbearable traffic during its construction. The other less costly solution is â€Å"to encourage a few of the people who want to drive during those peak minutes to travel during a different part of the day† (O’Toole). The best way to do this is to charge a toll during peak hours and if charges already exist, make it higher so that people will be discouraged to use the roads during peak hours. This would discourage motorists to use the road during peak hours unless it is absolutely necessary. This solution has many advantages. One is this will decongest the roads because unnecessary travels can instead be move to off hours to avoid the toll or do car pooling to minimize the cost in toll fees. Second, it will lessen carbon emission in the atmosphere hence lessening the pollution that contributed to carbon change and our deteriorating health. This has already been done in other industries such as hotels and airlines where airline companies and hotel operators charge more during peak season and offer discounts during off season. It worked on these industries so it should also work in addressing the problems caused by

Summary of chapter 1 Essay Example | Topics and Well Written Essays - 250 words

Summary of chapter 1 - Essay Example If these two forces are equal, where (F in –F out =0), then the particle will be found to move at a constant velocity. Mechanism and machines are terms that have been consistently used more so in the field of engineering and technology. The term mechanism is used to refer to the chemical, physical and fundamental processes that are accountable for the occurrence of an action or a reaction. On the other hand, the term machine refers to the assembly of various parts that can transmit or convey forces, energy and motion in a programmed manner. In kinematics, mechanism can be seen as an ideal means of controlling, transmitting or compelling relative movement through rigid bodies which are connected together by joints. Kinematics has been widely applied in various subjects in order to reduce workload and describe certain complex scientific concepts. For instance, in the field of astrophysics, kinematics has been used to describe the movement of astronomic bodies and systems such as the solar system. In addition, it has also been used to explain the functioning of the various machinery parts more so in the fields of biomechanics, robotics and in mechanical engineering. This chapter therefore generally surveys the theoretic basis and the existing applications of kinetic and kinematic synthesis for the appropriate functioning and design of machinery. In addition, the chapter has an organized presentation which aims at critically and scientifically illustrate the mechanical advantage in the kinematic synthesis

Psychology Learning Essay Example for Free

Psychology Learning Essay Introduction   Ã‚  Ã‚  Ã‚   The following account should probably come under the heading â€Å"Strange but True.† It describes a psychologist’s use of self-administered punishment to change a socially unacceptable behavior.   Ã‚  Ã‚  Ã‚   A person once knew a psychologist who, for reasons which will be discovered shortly, shall remain anonymous. For the sake of the study, this person is named Richard. Richard had a bad habit. He chewed his nails. Well, that’s not actually correct; he chewed his nails off and then spit them out, usually while he was lecturing. Once in a great while, this practice was called to his attention, and it always embarrassed him. He said that he wasn’t aware that he was doing it. It had become such an ingrained habit that he could chew off all ten nails, spit in all directions, and still be totally unconscious of what he was doing.   Ã‚  Ã‚  Ã‚   Richard was a respected learning theorist, and he decided that if anyone could devise a behavior-modification technique to eliminate his habit, he would. The next day he arrived, all smiles, and said he had a request: If any of those around see him biting his nails, this should be brought to his attention. It wasn’t long that before someone said, â€Å"Uh, Richard, you’re doing it.† He stopped and looked at his nails and said, â€Å"So I am.† Then as everyone was watched, pulled up his shirtsleeve, grabbed hold of a heavy-duty rubber band that had wrapped around his wrist, stretched it out a distance of about ten inches, and let is go. There was a vicious snap. He yelled, cursed, and shook his hand. Everyone looked on amazement. Surely learning theorist were all a little insane. â€Å"Punishment,† he said. â€Å"Punishment is the answer!†   Ã‚  Ã‚  Ã‚   What happened to the people around Richard was interesting. Some took relish in pointing out that he was biting his snails, just to see him snap the huge rubber band around his wrist; others preferred to ignore his habit, because they couldn’t stand to see him in that much pain. Happily, after two days, Richard’s habit had been broken.   Ã‚  Ã‚  Ã‚   One person asked him how he thought his program worked. He said, â€Å"Well, if I unconsciously unlearn it. Whenever I was chewing my nails, I administered this punishment. Pretty soon my brain learned that nail chewing resulted in something very unpleasant.† He said that the last time he reached his hand up to his mouth (quite unconsciously), he got a terrible sinking feeling that something awful was about to happen. â€Å"It made me aware.† he said. â€Å"I looked at my hand and saw it was approaching my mouth. Somewhere deep in my brain the little gray cells were screaming, â€Å"Don’t do it!†   Ã‚  Ã‚  Ã‚   It was reported that some days later Richard was wearing rubber bands around his ankles, but nobody wanted want to ask why (Dworetzky, 1994). Discussion   Ã‚  Ã‚  Ã‚   Learning pervades people’s lives. It is involved not only in mastering a new skill or academic subject but also in emotional development, social interaction, and even personality development. People learn what they fear, what to love, how to be polite, hoe to be intimate, and so on. Given the pervasiveness of learning in lives of people, it is not surprising that there have been instances of it – how, for example, children to perceive the world around them, to identify with their own sex, and to control their behavior according to adult standards (Atkinson, 1993). However, there is a more systematic analysis of learning.   Ã‚  Ã‚  Ã‚   Learning may be defined as a relatively permanent change in behavior that results from practice; behavior change that are due to maturation (rather than practice)or temporary conditions of the organism (such as fatigue or drug-induced states) are not included. All cases of learning are not the same though.   Ã‚  Ã‚  Ã‚   Psychology is the study of behavior. Psychologists study learning because among most animals, especially humans, the vast majority of behavior is learned. Learning may also be defined as a relatively permanent change in behavior resulting from experience (Dworetzky, 1988).   Experts, however, tell that when somebody says â€Å"relatively permanent change,† this excludes the effects of such factors as fatigue. Fatigue, which occurs because of experience, may change behavior, but only temporary, whereas learning implies a more lasting change.   Ã‚  Ã‚  Ã‚   Learning is defined by Craig et al., as a process through which one’s capacity or disposition is changed as a result of experience. Whitaker (1972) defines it also as the process by which behavior originates or is altered through experience, while Wittig (in Bernstein et al., 1991) and Hilgard (1975) view it as behavior that occurs as a result of experience.   Ã‚  Ã‚  Ã‚   Apparently while learning can be defined as a process and as a product, more definitions stress learning more as a process. This idea suggests that it is not the product but the process that is important since the products of learning both what one is capable of and what one is predisposed to. Changes resulting from development and experience are emphasized; changes resulting from maturation such as growing older, innate tendencies like reflexes and conditions caused by fatigue, drugs, and diseases are strictly not considered as learned behavior. Adaptive value of Learning (Classical Conditioning) ~Overeating: Taste-Aversion Learning   Ã‚  Ã‚  Ã‚   Taste-aversion learning involves associating particular sensory cues (smells, tastes, sounds or sights), with an unpleasant response, such as nausea or vomiting. Taste-aversion learning can also occur from overindulgence. For example, children report taste aversions to food after overeating and becoming sick. Similarly, the majority of college students’ report taste versions after drinking too much alcohol and getting sick. In these examples, taste aversions to food or drink developed after a single trial and lasted an average of four to five years (Logue et al., 1981). ~Conditioned Emotional Response: Why a certain Christmas song elicits pleasant childhood memories.   Ã‚  Ã‚  Ã‚   In the conditioned emotional response, one feels some positive or negative emotion, such as happiness, fear, or anxiety, when experiencing a stimulus that initially accompanied a painful or pleasant event.   Ã‚  Ã‚  Ã‚   For example, many couples have a special song that becomes emotionally associated with their relationship. When one in the absence of the other hears this song, it can elicit strong emotional and romantic feelings.   Ã‚  Ã‚  Ã‚   In other cases, conditioned emotional responses may develop into irrational fears that are called phobias.   Ã‚  Ã‚  Ã‚   A phobia is an anxiety disorder characterized by an intense and irrational fear that is out of all proportion to the danger elicited by the object or situation. In comparison, a fear is a realistic response to a threatening situation (Bernstein, 1991).   Ã‚  Ã‚  Ã‚   About 73 percent of people with phobias were able to trace the start of their phobias to fearful, painful, or traumatic situations that involved classical conditioning (Atkinson et al., 1993 in Kleinknecht, 1994 and Kuch et al., 1994). For example, about 5 victims involved in moving car accidents had developed fears of sitting or riding in cars, and another third developed the corresponding phobias (Kuch et al., 1994). Just as classical conditioning can result in fears and phobias, however, it can also be used to reduce them. ~Prejudice   Ã‚  Ã‚  Ã‚   In the mid-1940s, psychologist Kenneth Clark held a black doll and a white doll in his hands and asked the following questions of young white children living in the South:   Ã‚  Ã‚  Ã‚   â€Å"Which doll looks like you?†   Ã‚  Ã‚  Ã‚   â€Å"Now tell me which doll is the good doll?†   Ã‚  Ã‚  Ã‚   â€Å"Which doll is the bad doll?† These children knew that the white doll looked like them. most children also indicated that the white doll was the â€Å"good doll† and the black doll was â€Å"dirty† or â€Å"ugly† ( Clark and Clark, 1947). How had these southern white children learned to make such association? During the decades of racial prejudices that had come before, darer skins had become associated with poverty and with being â€Å"inferior,† not just in the South, but generally throughout the United States. The white children had learned to attribute these characteristics to black people.   Ã‚  Ã‚  Ã‚   The racist attitude is what the white children had been taught; it is also what the black children had been taught. The black had been raised in the same general environment, the same country. They, too, had seen that the whites had better and they had worse. And, as the Clarks discovered in further research, a majority of black children also chose the white doll as the good one and the black doll as the bad one.   Ã‚  Ã‚  Ã‚   A conditioning experiment conducted by researcher Staats (1958 in Atkinson et al., 1993) helped to show how association process could be responsible for the prejudice, Dr. Clark observed. In their experiment, college students were asked to look at one word while pronouncing another. Without being aware of the purpose of the experiment, the students were manoeuvred into pairing pleasant words or unpleasant words with a particular name (Tom or Bill) or a certain nationality (Swedish or Dutch). In short, subjects revealed obvious differences in attitudes towards these names and nationalities, simply because those words had been paired with positive or negative words. Advertisers, politicians, movie makers, and just about everyone else try to use this kind of conditioning to affect people’s emotions. Then a politician associates himself with a positive symbol such as the flag, or when a movie maker uses dramatic music, or when someone dresses well for a job interview, each is invoking the same process: Each is attempting to render something – the politician, the movie maker, or the job seeker – more appealing through association with positive stimuli.   Ã‚  Ã‚  Ã‚   What appears to be occurring in the instances of association, like those just described, is a kind of higher order conditioning (Dworetzky, 1998). Conclusion   Ã‚  Ã‚  Ã‚   In classical conditioning, the conditioned response often resembles the normal response to the unconditioned stimulus: salivation, for example,   is a dog’s normal response to food. But when you want to teach an organism something novel – such as teaching a dog new trick – you cannot use classical conditioning. What unconditioned stimulus would make a dog sit up or roll over? To train the dog, you must first persuade it to do the trick (Bernstein et al., 1991).   Ã‚  Ã‚  Ã‚   Much of the real-life behavior is like this: responses are learned because they operate on, or effect the environment. Referred to as an operant conditioning, this kind of learning occurs in human individuals, as well as in animals. Alone in a crib, a baby may kick and twist and coo spontaneously. When left by itself, a dog may pad back and forth, sniff, or perhaps pick up a ball, drop it, and play with it.   Ã‚  Ã‚  Ã‚   Neither organism is responding to the onset or offset of a specific external stimulus. Rather, they are operating on their environment. Once the organism performs a certain behavior, however, the likelihood that the action will be repeated depends on its consequences. The baby will coo more often if each such occurrence is followed by parental attention, and the dog will pick up the ball more often if petting or a food reward follows this action. If we think of the baby as having a gaol of parental attention, and the dog as having the goal of food, then operant conditioning amounts to learning that a particular behavior leads to attaining a particular goal (Rescorla, 1987). Reference: Atkinson, R.L., R.C. Atkinson, E.E. Smith, D.J. Bem, and S.   Ã‚  Ã‚   Nolen-Hoeksema, 1993. Introduction to Psychology, 13th ed.    New York: Harcourt College Publishers. Bernstein, D.A., E.J. Roy, T.K. Srull, and C.D. Wickens, 1991.   Ã‚  Ã‚  Ã‚   Psychology. New Jersey: Houghton Mifflin Company. Bootzin, R.R. 1991. Psychology.   New York: Gilford Press. Clark, L., A.D. Watson, and S. Reynolds, 1995. Diagnosis and   Ã‚  Ã‚  Ã‚   classification of psychopathology: Challenges to the current system and future directions. Annual review of   Ã‚  Ã‚   Psychology 46: 121-53. Dworetzky, J.P. 1988. Psychology.3rd Ed. Mew York: West   Ã‚  Ã‚   Publishing Company. Logue, A.W., I.Ophir, and K.E. Strauss. 1981. The Acquisition    of taste aversions in humans. Behavior Research and Therapy,19:3:19-35. Morgan, Clifford T. 1977. A Brief Introduction to Psychology.    2nd ed. New York: McGraw-Hill Book Company. Rescorla, R.A. 1987. A Pavlovian analysis of goal-directed   Ã‚  Ã‚  Ã‚   behavior. American Psychologist 42:119-129, 265.

The Land of 10,000 Lakes :: Personal Narrative Writing

The Land of 10,000 Lakes My favorite part about my Minnesota vacations were the fishing trips I went on with my dad. We would wake up very early in the morning, even before the sun was up. As the birds were just beginning their morning songs, I rolled over in bed, still half asleep. As the thoughts of heading out on the lake and catching fish entered my mind, I was quickly wide awake. I got up, and put on my favorite pair of jeans. These jeans have been through a lot, with holes in the knees and a long slit down the back of one leg. Next came my lucky Hinton football shirt that I wore every single time I went hunting or fishing. When we were dressed, we headed out to the kitchen and ate a quick breakfast of cold cereal. I loaded up the cooler for the day as my dad made us both some sandwiches. When everything was packed, we carried out our cooler, rods, bait, and tackle boxes down to the dock. The sky was just beginning to turn a light gray color, and all the trees were standing still. We filled up the boat with our fishing supplies, and I untied the ropes from the dock. The boat was white and blue on the outside, with a matching interior. The engine was always a little slow starting, but that morning it fired on the first try. On our way out to our favorite fishing place, all the houses along the lake were still dark. The boat ride to our spot was only about twenty minutes, but it was hard to drive fast in the predawn light. My dad taught me that the best time to catch fish in clear water was in low light hours, when the fish couldn’t see the boat. Only one other fisherman was out as early as us, but we both knew that more latecomers would be arriving with the light. Finally, we arrived at the spot where we loved to fish. Every year we went to the exact same place on the lake because this is where we have always caught the most fish. I always liked to sit in the back of the boat and fish straight out behind us. My dad went up front and controlled the trolling motor, pushing the boat perfectly over the drop-off where the walleyes liked to float and wait for food.

Contrastive Analysis

Advanced writing April 24, 2009 Contrastive analysis: Prosperity, Decline and new Hopes of revival It should be mentioned that the history of foreign language teaching is so complicated. The complexities are the outcome of the rise of the assumptions of so many theories, approaches, methods and hypotheses that dominated this field , especially beginning from1940s and up till now. Today there are innumerable assumptions for approaches and methods that relate to language learning and teaching. All of them claim to be the right approach for learning and teaching a language. In the midst of these situations, foreign language teachers find it extremely difficult to decide upon an approach, a method or a hypothesis to adopt, so as the process of teaching becomes easier to them and this, of course, would make the process of learning easier to the students in turn. The purpose of this short paper is to explain the assumptions behind what is called ‘ Contrastive Analysis Hypothesis' (CAH) to language teaching and learning. Examples from English and Arabic; English and German will be cited, and then demonstrate why contrastive analysis was rejected after decades of prosperity in which it dominated the area of foreign language teaching for almost 20 years. In this effect, According to Larsen-Freeman & Long (1991) in (Yoon,2002): this was a time when structural linguistics and behavioral psychology were rather dominant in the study of language learning. CA proponents came to advocate that L2 instructional aterials could be prepared more efficiently by comparing two languages and, in the process, predict learners' behaviors and difficulties(qtd. in Dina 2). Contrastive Analysis(CA) was developed by Charles Fries, and was more explained and clarified by Robert Lado. CA is based on the assumptions that the majority of the errors done by non-native learners, throughout their course of studying a language, are related to the interference of the students' native language. That's why there is difficulty in learn ing a language. The learners native language's habits do not easily allow for the development of any new habits for another different language to take place. Lado and Fries believe that: Individuals tend to transfer the forms and meanings and the distribution of forms and meanings of their native language and culture to the foreign language and culture- both productively when attempting to speak the language and act in the culture and receptively when attempting to grasp and understand the language and the culture as practiced by natives. (qtd. in Abbas 2) The process of learning is more difficult when there are differences between the systems of these two languages and more easy when there are similarities. If it is true that most of the difficulties encountered by the students, in their path of learning a foreign language, result from the differences rather than the similarities between the L1 and L2, then the students errors could be predicted, and hence can be encountered by teaching materials that focuses mainly on the differences rather than the similarities between the L1 and L2. CA is classified into two forms. A strong form and A weak form. The strong form predicts that most of L2 errors are due to negative transfer resulting from the differences between the L1 and L2. The weak form explains errors once they are made with out making prediction. To give an example about the possible difficulties that learners may encounter in learning a foreign language, lets consider some language features of two completely different languages such as English and Arabic. English belongs to the Indo-European family of languages, and Arabic belongs to the Semitic languages, therefore, they are almost quite different from one another in many ways. If a comparison is drawn between English and Arabic in terms of phonology, contrastive analysis predicts that, because Arabic language lacks speech sounds such as / p /, /v / , / n / and / /, Arabic learners of English will encounter problems in the correct pronunciation of words containing the above mentioned speech sounds. For example, the voiceless / p / will be replaced by the voiced / b / , / v / by / f / , / n / by / g / and / / by / d /. Another difficulty Arab learners of English encounter lies in the area of prepositions. There are more prepositions in English than in Arabic On top of that, they are used differently in the two languages, and therefore a lot of confusion occur when an Arab learner uses the prepositions inappropriately. For example, in an answer to the question, How long have you been living in Colorado, it is more likely that an Arab learner of English answers saying ‘ I have been living in Colorado since 10 years. Hence, Instead of using ‘for', s/he uses ‘since'. It was argued that: English prepositions can be used with different parts of speech of the same root word. We use one preposition with the verb form, another with the adjective and still another with the noun form of the word. For example, we are fond of something, but we have fondness for it. In English, prepositions are either simple, single words, or complex consisting of more than one word(Rami and Hanna 184). Similarly, English learners trying to learn Arabic find it extremely difficult to correctly pronounce some Arabic speech sounds such as / / , / /, / / and / /, simply because these speech sounds do not exist in English at all. On the other hand, the areas of similarities, between the two languages, lead to ease in learning. Schuster argues that: English learners of German or German learners of English are destined to have a positive transfer because the two languages do have many similarities. On the other hand, theory stipulates that learning will be quite difficult, or even unsuccessful, when the two languages are different(qtd. in Dena 3) Decline of Contrastive analysis Contrastive analysis started losing interest and was gradually abandoned and replaced by other new assumptions and views about language learning and teaching. Many scholars started to direct sound criticisms to contrastive analysis, beginning from the mid of 1960s. For example, it is argued that most of the language learners do not result from interference, but rather they could be developmental. In this effect, Dulay and Burt mention that: report on a number of studies of the errors made by children learning English as a second language and consider that they are similar to those made by children learning English natively . The greatest number(87 percent) they considered to be developmental, that is, like those that a native language learner makes(qtd. in Spolsky 253). Other researchers arrived to the same conclusion. For example, it was pointed out that: Similarly, Baily, Madden, and Krashen(1974)report results similar to Dulay and Burt's showing some similarity in order of acquisition between adults and children learning English as a second language that is still different from the order in first language acquisition(Spolsky 254). Contrastive analysis was also challenged by the views of the prominent linguist, Noam Chomsky believes of â€Å"the existence of language acquisition device(LAD) in order to construct a generative grammar of linguistic competence out of language samples one encounters†(Neda 3). Furthermore, Slinker believes that Corder contributions were very important. He argues that, Corder points out that,†The errors of a learner, whether adult or child are (a) not ‘negative' or ‘interfering' in any way with learning a TL but are, on the contrary, a necessary positive factor, indicative of testing hypothesis†(qtd. in Abbas 2). Similarly, Dulay, Burt and Krashen argue that, â€Å"learners first language are no longer believed to interfere with their attempts to acquire a second language grammar, and language teachers no longer need to create special grammar lessons for students from each language background†(qtd. in Abbas 2). New hopes of revival Many of proponents to contrastive analysis believe that the criticisms directed to it, are not reliable. For example, it was noted that: The Dulay et al postion is suspect for two reasons. First, it ignores other findings with appreciably higher estimates. Hocking(1973), Cornu(1973)†¦ James(1981) †¦ arrived at findings which estimate the magnitude of such errors(interfernce) in the 60% range†¦. Second, a substantial number of studies involved in the body of method comparison research of the 60% and 70's had demonstrated the effectiveness of teaching methods using CA input(Abbas2 ). Although contrastive analysis was gradually abandoned in favor of new views and assumptions, there are still many scholars who consider it of a great importance. For example, it was pointed out that: it(CA)will be useful to teachers, students, and linguists. Even though contrastive analysis has lived up to its promise of explaining the nature of the language learning process and of making it possible to develop error-free learning, it has played a useful role in encouraging the kind of language descriptions that are needed by language teachers and learners(Abbas 253). It is also argued that contrastive analysis was disfavored not due to sound critisisms that relate to its validity only, but also for financial and economic factors. It is believed that: The text books for FSLT†¦ are all solely in English, making no refrence to the L1 of the learners. This, of course, suits publishers for it enables them to sell the same text books all over the world thus increasing thier sales many fold. It also suits the many anglophone teachers of English as a second or foreign language for it enables them to teach anywhere in the world without knowing the L1's of the students they teach(Abbas 2). Consequently, many supporters to contrastive analysis still have hopes that one day contrastive analysis will be able to find its way back to the foreign language text books. Works Cited Abbas, Elbadri. â€Å"The Relevance of Error Analysis and Contrastive Analysis. † Http://www. teaching. org. uk /blogs/badri/relevance-error-analsis. 28 Feb. 2009. Teachingenglish. org. 22 Apr. 2009 . Al-Sibia, Dina M. â€Å"The decline of contrastive analysis – Search. † Google. 26 Oct. 2004. 03 May 2009 . Al-Sibai M, Dina. The Decline of Contrastive Analysis Pedagogy. English 523.

If I Were a ….

Throughout life a person experiences many obstacles, challenges, and hardships; sometime we face them alone, afraid, and at times confused. However, there always seems to be one individual that we seek for guidance, for inspiration, or to simply to save us from our troubles. To some they are know as heroes, but to me they are known as my mom and dad, they were always by my side in any situation I was in and they always kept their best interest at heart.No matter where I was in school, my parent's were always behind me. Most noticeably in my high school career; my mother and father always push me to my limits to achieve better, but that's Just the surface they always had time to listen to my problems no matter how minuet or massive these situations where. My dad always shared a time in his past where he surpassed a scene similar to mine; my mother with endless wisdom, giving me advice and a similar story to enlighten my path.Their stories no matter how sad or happy always inspires me to become more and take this opportunity in this in to study and make something of my life. These heroes of mine may not be the fairest or the coolest, but they are to me; they were always try to protect me no matter what. And my parent's always help me in my time of needed even when they have things to do themselves. When most people think of a hero they think of their favorite actor or athlete. Some think of relatives or friends, and I cannot think of one person.It seems that in my life, every person I have come in contact with has left an impression on me. My family, my teachers or that random stranger that smiles at me as I walk down the street, they all leave an impact. To most people, a hero is someone who leaves an impact on them. Wicked it be safe to say that everyone is a hero to me? My parent's are my hero's, they taught me everything and raised me to be the person I am today. When one thinks of heroes, names such as Ghanaian, Martin Luther King, and Mother Theresa often c ome to mind.These people had done a lot of favors, courage, helps, ND more of things for the people who needed them. They have change the world. But, heroes can be in anyway, even in each of individuals in the world. I have the persons who I think is the best hero in my mind. They are my parent's. My parent's are brave; they will do anything for my happiness. Not only mine, but also their friends, and families. My father has many friends, and he always helps them whenever they need them most. Without my parent's, I probably will not survive If I Were a †¦. By nonlinearly