Marketing Dissertation Example | Topics and Well Written Essays - 15000 words

Marketing - Dissertation Example The other section of the literature review concerns cosmetic companies, their practices regarding animal testing, and the history of protests against these companies, which has led to the European Union instituting a marketing ban of companies who animal test and has also led large companies to scale back their animal testing procedures, if not eliminate them altogether. The methodology section explains the different types of research – qualitative, quantitative and secondary – and why secondary research was chosen. In the data analysis portion, the sales of six companies are examined, along with the results of a Google search on these companies. The Google search will determine if the overall â€Å"buzz† for each company is negative or positive, with regards to their animal testing practices. Then, the impact of the positive or negative buzz for each company is determined through the use of Facebook pages, and the fans of pages that are either negative or positi ve for each company’s animal testing practices. ... On the one hand are the researchers, who claim that the tests are necessary so that the cosmetics do not harm human skin or eyes (Takamatsu, 2000, p. 129). On the other hand are the activists who claim that animals have the same rights as humans to be free of pain and fear, and that the tests are unnecessarily cruel(Leslie &Sunstein, 2006, p. 3). Many people undoubtedly fall into some kind of grey area between these positions, recognizing that what is done to animals in these laboratory settings is heinous and wrong, yet also realizing that the potential for humans to suffer permanent damage because of the cosmetics that they wear would also be heinous and wrong. Many people assume that there is a better alternative to animal testing, and, if there is not, one must be found. At any rate, when these types of tests began to be publicized, there was an outcry that prompted many cosmetic giants to fold and promise to stop animal testing(Nye, 2006, p. 1). This study seeks to understand th e negative impact of cosmetic testing on these companies. The study will not just determine what the possible negative impact will be for the companies who continue to animal test, but will determine what has been the past negative impact for other companies who have animal tested. In general, the study will seek to quantify, in terms of dollars, cents and lost reputation, the damage done to cosmetic companies who were shamed into stopping animal testing in the years past. Further, the attitude of consumers is another factor that will be quantified. Some of the literature indicates that having a positive social message is not necessarily enough for a company to capitalize – they also must have a quality product at the right price(Li & Tang, 2010, p. 27). Might this

Bob Beall at the Cystic Fibrosis Foundation c Case Study

Bob Beall at the Cystic Fibrosis Foundation - Case Study Example It is an orphan disease means that it is hard for it to get funding for research on the area. This means that Cystic Fibrosis Foundation had to suffer issues with funding. Because Cystic Fibrosis Foundation is a rare and also a genetic disease makes it hard for research on the disease to be done as smoothly as other non-genetic and maintain diseases. The kind of leadership that Bob Beall displayed was the democratic leadership. It is very clear that he uses democratic leadership. In the case study, it has been identified that he never pressured his researchers to deliver the result. His favorite quote was â€Å"no pressure† which means that he always believed that his researchers did not have to be pushed or micromanaged to be able to perform better. However, this did not mean that he did not have compassion for the patients who needed to have a working medication as soon as possible. His passion to start working for the Cystic Fibrosis Foundation is enough proof that he was determined to develop a solution for this issue that was affecting so many lives, especially the young ones. One of the major advantages of this kind of leadership is that it allows innovation. In the long term, this is good for such an organization that is focused on research to develop a solution that has not been developed in the past. Democratic leadership has the advantage of the fact that the subordinates are allowed to be in control of their work. This increases motivation as people are naturally happy with autonomy and are not happy when they are being micromanaged. In such an environment where people with such specialized and expert-level skills as the kind people who were doing research at Cystic Fibrosis Foundation, it is necessary to give them freedom since this kind of research requires them to be creative and do not operate under a structured environment. This allows them to explore all the possibilities and allows them to be flexible in what they do, thus  raising the chance of successes.

Keeping the Family Tradition Alive Essay Example for Free

Keeping the Family Tradition Alive Essay I started keeping my family tradition of canning alive last summer. My family has canned for years and there is nothing better than opening up something I have canned on my own and thinking of the people who shared this tradition with me. Traditions are very important to keep going in families around the world. Traditions are very broad anything from what people do on holidays to cooking. My family tradition is very important to me. I knew last year that if I didn’t learn some of my family’s secret recipes while my grandmother and mom are still with us than there would be a chance that my family would never be able to taste the wonderful flavors my family has put together over the years and my family has looked so forward to the taste that we have grown to love. Before I begin canning, I must gather all the materials that I need to get started. The first step is the selection of the tomatoes. I pick all of my tomatoes from my own garden they are so much better than anything from the grocery store. Last year I used better boy tomatoes and roma tomatoes. The roma tomatoes are great to use because they have fewer seeds, thicker, meatier walls and less water. And that means thicker sauce in less cooking time! Also, I don’t want mushy, bruised or rotten tomatoes. Next I remove the tomato skins this is very important. Nothing worse than eating spaghetti and having to chew on a piece of skin left behind. Here’s a trick my grandma taught me: put the tomatoes, a few at a time in a large pot of boiling water for no more than 1 minute. Then I plunge them into a waiting bowl of ice water. This makes the skins slide right off of the tomatoes. If the skins are left on then they become tough and chewy in the sauce, not very pleasant. Now I must remove the seeds and water. After peeling the skins off the tomatoes, I cut the tomatoes in half. I remove the seeds and excess water. I call it the squeeze of the seeds. It is just like it sounds: wash hands then squeeze each tomato and I use my thumb or a spoon to scoop and shake out most of the seeds. I do leave some of the seeds because that is my preference. I toss the squeezed tomatoes into a colander or drainer while I work on the others. By draining the water off now, I end up with a thicker spaghetti sauce in less cooking time. The next step I must do is to get the lids and jars sanitized. The dishwasher is fine for the jars, especially if it has a â€Å"sanitize† cycle. I get that going while I’m preparing everything else, so it’s done by the time I’m ready to fill the jars. While the jars and lids are being sanitized I begin getting that spaghetti sauce going. I take my onions, garlic, basil, oregano, bay leaves, green peppers, lemon juice, salt, pepper, and my burgundy and place them all in the pot first. After I get the onions and pepper a little tender I add all the tomatoes and bring to a simmer. Cook down the tomatoes until the sauce is my desired thickness. I usually let my sauce cook for about two hours. The last step I call canning time. While my sauce is simmering I get my water bath canner ready. I go ahead and feel the water up and get it boiling. I start a small pot of water boiling to put the lids in so that the lids can sanitize and helps the lids seal. When the sauce is ready I place the jar funnel on the jar and I fill them to within ? inch of the top and set the lid and hand ’tighten the ring on. I place the jars in the water bath and cook for about 20mins. I then use the jar grabber and pull the jars out one at a time and let them cool draft-free place. Once the jars are cool, I check that they are sealed verifying that the lid has been sucked down. I press down in the center gently with my finger. If it pops up and down then it is not sealed. If it don’t seal than I just replace the lid and do the canning time again. Now that all the steps are complete, I listen to all the little pings going on telling me that my hard work has paid off. I am so glad that I have learned the family tradition of canning. My grandmother has gotten older and doesn’t can anymore. Out of all my family it is just my mom, Aunt Susan, and myself left doing the canning. It was a nice reward to my sole a few weeks ago when I had my grandmother over for dinner. I had canned some beets and decided that was the day to open them. When my grandmother tried them she said, â€Å"These taste just like mine. † To hear her say that meant so much to me. I couldn’t image not having the taste of what I grew up with because they don’t sell it in the grocery store. This is why I am keeping my family tradition going and teaching my girls. We never know when our love ones are not going to be here anymore. If I can’t have my family with me I at least want to be able to remember them by creating what they have thought me. If people have something in their family that is done by others and would not want to miss it after that person is gone than learn how that special someone does it. I did that’s why I will always have that special connection with canning and my family.

Toyota’s problem revealed

Toyota’s problem revealed 1. Abstract A system can be defined as a collection of interrelated parts that taken together form a whole system such that the collection has some purpose and a change in any parts leads to or result from change in some other part(s). Information system is organized system which comprises input unit, process unit and output unit with a feedback mechanism that receives raw data and converts into a sensible information. Management information system is a system that provides information for the management activities carried out within the organization. This system consists of hardware and software that accept data and store, process, and retrieve information. This information is selected and presented in a form suitable for managerial decision making and for the planning and monitoring of the organizations activities. Essential to the idea of a management information system is the ability to retrieve data and use it for the production of targeted information for different purposes. Much data will be stored as the result of transaction processing operations. It is important that this data is seen as a central resource for the entire management information system and not tied to the application that produced it. In order to achieve the objective of common availability, the data needs to be managed as a central resource. The software that creates this database and handles access to it is called a Database Management System. This ensures the data is controlled, consistent and available to provide information. The database serves as a permanent store for the results of transaction processing, as a temporary store during processing and as a store for the records of the transaction processing and the database is handled by the database management system software. This protects the database from direct contact with the application programs and maintains data consistency. 2. Toyotas Problem Revealed Toyota is all about the customer. Technology does not drive business processes at Toyota but the various systems employed in it like Toyota production system(TPS),Corporate Customer Information System, Just-In-Time System, Customer Relationship Mangement,Enterprise Resource Planning are, few systems to name ,which drive the business processes on Toyota.Psabilla (2006). Major problems faced by Toyota can be broadly classified into Organizational/Technical and Management Problem. 2.1 Organizational/technical problems at Toyota: 2.1.1 Problems with Corporate Customer Information System (CCIS) CCIS is a central repository of up-to-the-minute customer information linked to all transaction systems. CIS is designed around customers, providing information about the products and services they use and their relationships with other customers and the organization. CCIS can reduce the costs associated with redundant systems by functioning as a single, central point of entry for creation, inquiry and retrieval. Because it readily accepts information from a variety of systems, CCIS easily accommodates virtually any financial institutions system environment. In order to build and sustain a competitive edge, service organization need to strive to maintain a superior quality of services in an effort to gain customer loyality, hence improving customer retention rates.(Kadampully,1998) Many organizations find they are surrounded by data that come in variety of forms: records, instructions, design, blueprints, maps, image, sounds, metadata, detailed data, and summarized data, to name just a few. Yet much of it does not truly satisfy their information need. This information may be stored in places ranging from file cabinets to databases and from library shelves to the Internet. Todays organizations have achieved quantity of data and information, but not necessarily quality of either, meaning that the data or information lacks one or more vital characteristics necessary for it to be fit for use. Problems with the quality of data and information are further compounded by the struggle many organizations are experiencing as they try to improve their systems for knowledge management and organizational memory. This is the main area where Toyota had crucial problem. Toyotas database had several million records that had to be checked. Some database had wrong addresses, wrong vehicles, and wrong motors. 2.1.2 Information- and Data quality challenges Toyota relied on its Corporate Customer Information System to provide the information about its customers and other service problems. Data from system identified Lexus owners with troublesome tyres, and Toyota began mailing the owners cheques for $400 or more to replace troublesome tyres. But some of these cheques went to the people who did not even own a Lexus and one was mailed to a Toyotas auditor for a vehicle he no longer owned. These mistakes pointed to a massive data quality problem because the Corporate Customer Information System used customer data stored in 15 databases in different parts of the company. So the company had to bear a huge financial loss. 2.1.3 Root causes of poor data quality in the Corporate Customer Information System Multiple data sources: Multiple sources of the same information can contain different values for information, including values that were accurate at a prior point in time. Subjective judgment in data production: data collected using subjective judgments and technique can lead to biased information being recorder. Bypassing input rules and too strict input rules: bypassing database edit checking without careful examination may produce missing or error nous information when individuals either arbitrarily change a value to pass the edit check or skip entering the field. Input rules that are too strict may further encourage data entry clerks to seek ways to bypass onerous edit checks. Volume of data: Large volume of stored information may make it difficult to access information from multiple system Distributed heterogeneous systems: distributed heterogeneous systems can lead to inconsistent definitions, formats, and values as well as excessive time spent to select and aggregate information from multiple systems Researcher and practioners are continuing to discover and explain the roots causes of poor quality data so that the systems that collect, process, and disseminate data can be improved. One of the best examples of this type of research is an article by strong, lee, and Wang (1997) that identifies ten key problems that often lead to data-quality problems 2.1.4 Cost of poor data and information quality are difficult to quantify The costs associated with poor data and information quality are often difficult to quantify because they involve both tangible and intangible components. Without accurate cost estimates, organizations may not realize the impact that poor data and information quality is having on their bottom line and, therefore, improvement is not a priority. Knight(1992) Redman (2003) estimates that without an active quality program in place, the cost of poor data and information quality for a typical organization is about 20% of the revenue. Although the fear of bad publicity keeps many companies silent about this issues,Knight(1992).thats why,Toyata also suffered a huge financial loss due to decline in its sales revenue. The presence of poor quality data and information can lead to higher costs in several ways. First there is the cost of remedying the mistake caused by the poor quality data or information along with the cost of correcting the data or information problem itself. rectifying the harm caused by poor data and information quality may involve dealing with cleanup effort, loss of lives, valuable equipments or production time, rework, lawsuit or penalties, and costumer appeasements such as offering rebates or issuing apology letters. Redman (1996,1-16) also cities other quality-related expenses such as different department within the same organization maintaining their own stores of redundant information because no one trusts the information in the others data base: managers forming poorer, less-confident decisions that take longer to make; and organizational difficulties in adopting new technologies such as data warehouse or business- re- engineering projects. Beside causing additional expenses, the presence of poor quality data may cause revenue reduction due to dissatisfied customers and partners opting to do business with someone else.Dealing with the effects of poor quality data and information can frustrate employees, lower job satisfaction, and raise levels of organizational mistrust. In a tight labor market, organizations may find that poor quality data and information inhibit their ability to attract and retain skilled employees. All these findings are echoed by Hansen and Wang (1991), who found that data and information quality impact corperate profits by interfering with an organizations ability to deliver customer service, management support, and productivity gains. 2.2 Management Problem at Toyota â€Å"In Toyota, Technology plays a critical role by supporting, enabling and bringing to life on a mass scale the processes derived by adhering to Transaction Processing System(TPS).Over the years, Toyota refined a number of other concepts and production methods that support the two central TPS pillars.They are Just-in-time and Genchi Genbustsu(meaning- Go and see for yourself) . And behind each of those pillars are information systems, supporting and enabling the processes†-Evans,P(2002). Data and information quality represent an important and maturing area in the field of management information system. This pursuit is fraught with the challenges as organizations discover the difficulties surrounding the definition, measurement, analysis and improvement of quality for data and information. For the help in dealing these challenges, organizations can turn to a growing body of research on data and information quality. (Coleridge,S.T 2003). The major management challenges face by the Toyota is as follows: Financial Loss: The Company had a huge financial loss due to error on the customer information system. Company had to pay huge value for the customer service resulting into tangible loss for it. This introduced a financial risk to the company. Ineffective customer service and support: The Company offered monetary compensation to Lexus owners with troublesome tyres but unfortunately, it reached to such group of people who never owned such vehicles. On other side of the coin, the incentive never reached to deserving candidates. This action gave wrong message to the public. Customers were totally dissatisfied with the customer service and support system of the company resulting a problem in the customer retention program of the company. Ineffective decision support system: the poor quality data led to inaccurate information to transaction processing system. This resulted poor reports which are tools for decision making in the Management Information System. This entire problem resulted its effect on the company on its strategic planning area i.e. Executive Information System. Human Resource Problem: Huge number of employee had to recruited throughout various branches distributed in different geographical locations. Laying off these unnecessary workforce was a big problem to the company as they had to handle the distributed information system. 3. Management Initiative to solve the problem 3.1 Installation of Centralized Database: Toyotas management called for a single centralized customer database to solve the problem regarding the data quality. The advantages of a centralized database approach can be summarized in that it leads to a system where data management and control are more effective and the ability to share data is increased. Advantages of database can be summarized as follows: Data redundancy is reduced: In the application led, file based approach; data such as employee name may be unnecessarily duplicated in various files. This is a waste of storage and can be reduced, if not entirely eliminated, in a database system. Data consistency can be maintained: A corollary of the elimination of redundancy is that update inconsistency is reduced. Some inconsistency may result unless care is taken in database design, because some duplication of data is not eliminated. Independence of data and programs is possible: In the file based approach, the application programs are closely interdependent with the file structure. For example, the payroll programs will need to ‘know how the employee file is organized in order to access to records. It makes a great deal of difference whether the file is organized sequentially by employee# or organized with an employee# index. At the level of the record, the order of the fields and the length of each will probably need to be ‘known by the program. It is not possible to change the file organization or change the record structure without changing the program or program that access it. The program is dependent on the data. In a database system, many programs will share the same data. It is not desirable to require each program to be changed when there is a change in the physical form of storage of data.( changes in physical storage can be made for reasons of technical efficiency.) The database management system maintains the same view of the data to the accessing program no matter how the data may be reorganized physically on the disk. A logical view is presented to the user or user programs: following from the last point, it is clear that the view of the data presented to the users or user programs must be independent to the physical storage details it must be logical. Many database management systems allow different logical views of the same data to be presented to different users or programs. This is important as it frees programmers from a need to pay attention to the physical details of storage and allows them to concentrate on the applications to be coded. In the example covered earlier in this chapter, it is much easier for programmers to develop the cost allocation program if it is not necessary to consider the physical details of data retrieval. Program can concentrate on how to do a task, not on how to obtain the data to do Applications development is enhanced because data sharing is possible: The ability to use the database management system to retrieve data across the database in any required form once it has been stored opens up the range of applications for which the existing data can be used. Standards can be enforced: The factor that all access to data occurs via the database management system allows the individual responsible for this , the database administrator (DBA), to ensure that applications standards are followed in the representation of data. Security is more easily implemented: The DBA will control access to the database. The DBA can ensure that authorization code for users are set restricting their access to only parts of the database and for only for the functions (read,write,copy)that are legitimate to their data purposes. Databases allow more effective control over access than the dispersal of responsibility associated with file- based systems. However, a breach of security may lead to a greater risk, as more data is accessible than with a traditional file- based system. (Curtis,G.,Cobham,D.(2002) 3.2 Application of Informaticas Power Mart: Informatica is data integration software. Thousands of companies rely on the informaticas platform to lower the IT costs and gain greater business value from all their information assets both on-premise in traditional IT computing system and in the internet cloud. Two main elements of this software are : Data mining It is a collection of tools and techniques. It is one of the several technologies required to support a customer-centric enterprise. In broader sense, data mining is an attitude that business actions should be based on learning that informed decisions are better than uninformed decisions, and that measuring resulting is beneficial to the business. Data mining is also a process and methodology for applying the tool and techniques for effective relationship with its customers. (Berry, Michael J. A.Linoff, Gordon S. 2004) Data mining helped Toyota to identify the hidden trends in the database. Various software modules present in the data mining were used to realize the dependency of data and its relationship with other entities in the database repository. This helped Toyota to make decision in the real-time. Data Warehousing Data warehousing is a logical repository of an organizations electronically stored data. It fulfills the organizations need for reliable, consodiated,unique and reporting and analysis of its data at different levels within the organization. The practical reality of Toyota is that their data infrastructure was made up by a collection of heterogeneous systems like customer relationship management, Enterprise Resource planning, transaction processing system, decision support system etc, throughout all the branches distributed in different geographical locations. so same information of different entities were repeated all over in the database. Data warehousing tools and module helped to keep these information in more scientific way in the form of data marts. Some of the benefits that a data warehouse provided are as follows: A data warehouse provided a common data model for all data created whatever the datas source may be. So it was easier to report and analyze information Before storing data into the data warehouse, inconsistent data were identified and resolved which made it easy to report and analyze the trend of data. The information in the warehouse can be stored safely for long periods of time. Data warehouses provide retrieval of data without slowing down operational systems because they were separated from operational system. Data warehouses added the value of operational business applications especially CRM. Data warehouses helped decision support system applications to produce trend reports, exception reports, and reports that show actual performance versus goals. 4. Conclusion: By implementing a new information system, Toyota was able to maintain data quality within the database. As we know â€Å"Too much of Information kill information†, the main challenge in every business is not creating and storing the information but the challenge lie on the capability of company to manage it and use it as par need. Efficient management of the database helped Toyota to increased its annual vehicle sales revenue from 750000 to 1.7 million. This is a huge financial benefit to the company from market share viewpoint. Toyota also gained the intangible benefits of ‘first-mover advantage which made them a leader in using a new process or system that were difficult for competitors to follow yielding strategic competitive advantage. This helped them to stay in the business despite of the huge system failure. Other intangible benefits like staff morale, customer satisfaction,reputation,customer-management, value chain management, organizational learning were also o bserved by the management.

A Victim of Despair :: Frankenstein Mary Shelley Creative Essays

A Victim of Despair How many of you have read or heard the story of Frankenstein? I'm sure some of you may remember reading Mary Shelly's novel or watching one of the many versions of the movie.Have you ever noticed that most of the stories about Frankenstein are shown only through Victor Frankenstein's experiences? What about the monster he created? Have you ever wondered what the monster's side of the story was? Well, you're in for a big surprise because tonight on Novel News, the monster that Victor Frankenstein created will be here to share his side of the story. Let's welcome our guest, Mr. Monster. How does your story go? It was not long ago on a cold November night, that I became the product of Victor Frankenstein's discovery of "bestowing animation upon lifeless matter". Electricity engulfed my body, acrid odors surrounded my senses, and the loud shrieking of," It's Alive! It's Alive!" filled my ears. I had no recollection of who or where I was. The unfamiliar chamber from where I awoke was musty and damp. Numerous bottles and wires filled the dimly lit room. I began to walk around the room attempting to find something that looked familiar. I didn't recognize anything and as I walked I had trouble maintaining my balance, I kept slipping on a liquid substance that had spilled all over the floor. Once I regained my balance an overwhelming sense of strength rendered my body; it was a feeling that I never experienced, my arms and legs felt energized like there was an endless energy flowing through them. I looked at myself in a nearby mirror and noticed the apparent scars that covered my body and face. My arms, legs, hands, feet and face were numb and seemed like they didn't belong to me; it was almost as if someone stitched me together using numerous body parts. I asked myself as looked in the mirror," Who was this ghastly monster I was looking at in the mirror? Could it be me?" I took my hand and rubbed the scars on my face and on my arms. I was the monster in the mirror. I don't know what to say but at first I thought I was having a bad everything day - you know bad hair and skin. The yellowish tone in my skin made me look somewhat dead. I was so embarrassed by my presence, I was afraid to scare off whoever came near.

Lady Macbeth is the True villain :: Macbeth essays

Lady Macbeth is the True villain In the Shakespearian play 'Macbeth', it seems to be that every one thinks that Macbeth is the villain. But in actual fact Lady Macbeth is the villain. Lady Macbeth uses her cunning and deceptive skills to over power Macbeth into killing King Duncan. When Lady Macbeth receives the letter telling her about the witches' prophecies, she immediately thinks that she and Macbeth will have to kill King Duncan. She calls Macbeth to kind to kill King Duncan and saying that "Is to ful o' the milk of human kindness to catch the nearest way" Lady Macbeth- Act 1 scene V. Lady Macbeth knows that King Duncan must be killed for Macbeth to become king, lady Macbeth fells to feminine to be implicated in this genocide so she goes and asks the gods to fill her with ruthlessness and hate but to still have the contraceptive powers to deceive a modest human being like Macbeth. "Come, you spirits that tend on moral thoughts, unsex me here, And fill me, from the crown to the toe, Top-full of direst cruelty. Make thick my blood." Lady Macbeth- Act 1 scene V This passage shows Lady Macbeth asking the gods to fill her with all ruthlessness and hate to commit the killing of King Duncan but to have outer deceptive qualities to perceive other people like Macbeth himself. Lady Macbeth is getting very confused that Macbeth is refusing to kill King Duncan and she cannot commit the crime her self because evidently King Duncan resembles too much like her father. She fells that Macbeth is not a man and she ridicules and tries to persuade him to kill King Duncan by saying that he is not a man and that the only way to become a man is to kill the king (regicide). When Macbeth refuse to kill King Duncan he fells that it's the wrong thing to do and he wont be able to live with the guilt and he though to him self "why kill some one that has been good so good to me?" Macbeth is torn to the part where his wife's love is more important to him than committing terrible crime. Lady Macbeth is the True villain :: Macbeth essays Lady Macbeth is the True villain In the Shakespearian play 'Macbeth', it seems to be that every one thinks that Macbeth is the villain. But in actual fact Lady Macbeth is the villain. Lady Macbeth uses her cunning and deceptive skills to over power Macbeth into killing King Duncan. When Lady Macbeth receives the letter telling her about the witches' prophecies, she immediately thinks that she and Macbeth will have to kill King Duncan. She calls Macbeth to kind to kill King Duncan and saying that "Is to ful o' the milk of human kindness to catch the nearest way" Lady Macbeth- Act 1 scene V. Lady Macbeth knows that King Duncan must be killed for Macbeth to become king, lady Macbeth fells to feminine to be implicated in this genocide so she goes and asks the gods to fill her with ruthlessness and hate but to still have the contraceptive powers to deceive a modest human being like Macbeth. "Come, you spirits that tend on moral thoughts, unsex me here, And fill me, from the crown to the toe, Top-full of direst cruelty. Make thick my blood." Lady Macbeth- Act 1 scene V This passage shows Lady Macbeth asking the gods to fill her with all ruthlessness and hate to commit the killing of King Duncan but to have outer deceptive qualities to perceive other people like Macbeth himself. Lady Macbeth is getting very confused that Macbeth is refusing to kill King Duncan and she cannot commit the crime her self because evidently King Duncan resembles too much like her father. She fells that Macbeth is not a man and she ridicules and tries to persuade him to kill King Duncan by saying that he is not a man and that the only way to become a man is to kill the king (regicide). When Macbeth refuse to kill King Duncan he fells that it's the wrong thing to do and he wont be able to live with the guilt and he though to him self "why kill some one that has been good so good to me?" Macbeth is torn to the part where his wife's love is more important to him than committing terrible crime.

Persuasive Advertising Essay

Advertising plays an important role in our diverse, media-saturated world. It surrounds our everyday lives. It is in everything we do, whether we are looking for a number in the phone directory, taking a ride down a road, or watching TV. According to Jamie Beckett’s article in San Francisco Chronicle, â€Å"The average U. S. adult is bombarded by 255 advertisements every day–100 on TV, 60 in magazines, 50 on the radio, and 45 in newspapers† (Beckett). More recently, Advertising Age estimated that the average American sees, hears, or reads more than 5,000 persuasive ads a day, which means that there is almost nowhere we can avoid their presence. Today, ad agencies spend more than $300 billion in the United States and $500 billion worldwide on advertising. Therefore, we can acknowledge that advertising is created in a results-oriented perspective that will increase companies’ and organizations’ profits in the forms of purchases, donations, votes, joinings, etc. This perspective can be achieved by using manipulative and persuasive techniques in advertising that would get people’s attention. These messages appear in many formats–print and electronic, verbal and visual, logical and emotional. As Stuart Hirschberg wrote in his essay â€Å"The Rhetoric of Advertising†, â€Å"The most common manipulative techniques are designed to make consumers want to consume to satisfy deep-seated human drives. In purchasing a certain product, we are offered to create ourselves, our personality, and our relationships through consumption† (Hirschberg 229). Thus, we all become the targets of this form of persuasion that uses pathos, positive images, and/or deceptive language to influence our needs, interests, and decisions. The ad from Martha Stewart Living magazine shows its readers a new Honda CR-V automobile. Also, the company at the same time introduces its new campaign called the â€Å"Leap List† to the magazine’s primary audience that mostly consists of women ages 25 to 45. This campaign encourages people to make a list of the desired things they want to accomplish before the major event happens in their lives, such as the birth of their children. As we see, the ad is mostly aimed at younger consumers of the magazine who are looking for a better appearance of the car and new opportunities in their lives. The company offers to achieve these things with its new CR-V automobiles by using some of the aforementioned influential techniques, such as pathos, visual arts, deceptive claims, and weasel words in order to get viewers’ attention, establish credibility and trust, stimulate desires for the product, and the most important, motivate the audience to buy it. Pathos is the most powerful and effective tool in advertising. As stated by Hirschberg, â€Å"The emotional appeals in ads function exactly the way assumptions about value do in the written arguments. They supply the unstated major premise that supplies a rationale to persuade an audience that a particular product will meet one or another of several different kinds of needs† (Hirschberg 229). Due to the fact that human beings are initially emotional creatures who are more likely to be persuaded by emotions and feelings, and then rational by thinking and reacting, advertisers use both positive and negative emotional appeals to force and influence our minds. One of the ubiquitous emotional appeals in advertising is the use of the â€Å"you† word, which is supposed to address the message to each individual. In its ad, Honda uses the â€Å"you† word five times by making the ad more personalized and stressing consumers’ personal benefits from purchasing the company’s new car. In my opinion, Honda evokes positive as well as negative emotional appeals in its ad. There is an orange, bold title in the ad that says Before I have kids I want to and then there is an illustrated list of ten goals. It includes flying a plane, rock climbing, skyaking, sailing, running a marathon, learning to scuba, mountain-cycling, learning to pick the banjo, marching in a Mardi Gras parade, and taking up archery. As the viewer, I can say that this list catches my eyes because the goals in the ad are interesting and they make me feel enthusiastic and excited. In my opinion, Honda demonstrates our freedom and variety of opportunities that we can achieve by doing the things that we enjoy and like. After reading and seeing these examples, the audience starts to visualize its own desires and the ways of achieving their personal goals. The ad makes us feel motivated and excited about pursuing our dreams and wishes. On the other hand, the company persuades its readers to think and feel guilty of wasting their time and not achieving the things they want the most. That is why the company offers its all-new, 31-mpg-highway Honda CR-V that would deliver the potential buyers to wherever they want to go and whatever things they want to accomplish. In our modern world of technologies and computers, advertisers have recourse to artistic design, computer graphics, high-tech artistry, special effects, digital sounds, and computer animation that can help them to get various kinds of viewers’ attention. A study made by the University of Georgia has found that exposure to visual art in advertising, even if the exposure is fleeting, makes consumers evaluate products more positively. According to Henrik Hagtvedt, the artist and one of the researchers of this study, â€Å"Visual arts have historically been used as a tool for persuasion. It has been used to sell everything from religion to politics to spaghetti sauce to the artist’s image† (Hagtvedt). The same strategy can be observed in the Honda CR-V automobile ad that consists of many bright, positive images and bright colors. The color of the presented car is shiny Metallic Silver that typifies elegance, patience, modesty, and reliability. According to Pat Bertram’s article â€Å"What the Color of Your Car Says About You†, â€Å"People who drive silver vehicles have above average confidence about the course of their lives, and they also have consistent mood† (Bertram). Besides, this color is unisex and suits both females and males. Another visual attention-getting feature in the ad is tinted car windows. What is this for? In my opinion, advertisers make our eyes focused on the car itself rather than the interior or background and they try to accentuate the look of the vehicle. The tinted car implies the feeling of security and privacy that is becoming very popular in the modern society. Also, the direction of the car heading towards the illustrations of the goals from the Leap List emphasizes the company’s statement of helping viewers to achieve their aspirations. Another widespread element of reaching and influencing the audience is the use of weasel words and ambiguous language. Asking personal questions in ads shows us one of the deceptive techniques in language used in advertising. The question used in the Honda CR-V ad leaves its readers wondering about the answer. â€Å"What are you waiting for? † asks the ad, the question that viewers usually cannot answer. The tactic of asking the rhetorical question provokes curiosity and creates interests that make people think, desire, and visualize themselves having the product. Another kind of common deception in ads is the use of weasel words. The frequency of using the weasel words can be observed not only in politics but in advertising as well. According to Hirschberg, â€Å"Of all the techniques advertisers use to influence what people believe and how they spend their money, none is more basic than the use of so-called weasel words that retract the meaning of the words they are next to just as a weasel sucks the meat out of egg† (Hirschberg 232). As the target audience, we repeatedly see, read, or hear such weasel words as helps, free, virtually, like, new, as much as, faster, or better. These ambiguous words allow persuaders to say something without really saying anything and make us believe in the importance of purchasing their products. The ad in Martha Stewart Living magazine states that the company’s new technologically advanced, up-for-almost-anything new Honda CR-V automobile was built to help us check off every last item from our leap lists. By using the word â€Å"helps†, Honda offers a solution and aid to the consumers’ problems, but in reality the company promises nothing really concrete. So the word â€Å"helps† lets the companies escape from its supposed promises. At first sight, advertising seems to be relatively simple in structure, format, and availability, but its content and depth is complex. Hirschberg said, â€Å"Whether ads are presented as sources of information enabling the consumer to make educated choices between products or aim at offering memorable images or witty, thoughtful, or poetic copy, the underlying intent of all advertising is to persuade the specific audience† (Hirschberg 227). After reading â€Å"The Rhetoric of Advertising†, I learned that pathos is a very powerful and influential approach in advertising. I also started to analyze the details used in ads because all of them have different purposes. It is very helpful to know the techniques advertisers use to get our attention as well as the ways they apply the language and visualization. Personally, I started to pay more attention to colors that advertisers use in ads because each of these colors has its own definition and characteristic that can influence our perceptions of the images. As we may observe, advertisers do not waste any inch of the ad space on adding unnecessary information, but they also do not provide all specifics and features about their products. That is why, as the primary audience, we should be more skeptical and questionable of what we see and want to buy. In the ad created by Honda, we can see pathos, bright images, and claims that can attract the potential buyers’ attention. John O’Toole, the former president of the American Association of Advertising Agencies, believed that the consumers should be at the center of the process, and that the only kind of language either verbal or nonverbal effectively persuades the consumers as an individual. As discussed earlier, disclosing people’s desires and making the personalized ad makes this Honda ad from Martha Stewart Living magazine more attractive and memorable to the viewers. Advertisers also used the persuasive language that we can observe in the ad in the forms of weasel words and question claims. Overall, I found this ad well made and interesting to analyze because it consists of different influential and persuasive techniques that we can determine after reading Stuart Hirschberg’s essay â€Å"The Rhetoric of Advertising. †