Mass Communication History Essay

Mass communication is the study of how we get information to the greatest number of people as quickly and effectively as possible. This broad-based area of study has evolved from print and broadcast journalism to today’s Internet-connected social media community. As opportunities to communicate to larger audiences grew, universities started offering programs to help students learn how to best communicate with the masses. Basic to the study of mass communications is examining the important and memorable events that emerged along the way Communication to an Immediate Audience People and societies have been communicating with each other since the time of cave drawings and drums. Ancient cultures, such as the Chinese and Romans, communicated through plays and art works. The beginnings of print media were seen in China where movable clay type was invented in 1041. Monks and holy men copied the Bible by hand, but mass media really took off around 1439 whenJohannes Gutenberg‘s invention of movable type allowed the mass production and distribution of books. Although newspapers began in the early 1600s, many American colonists still relied on the town crier as their sole source of information. Communication Spreads to the Masses Digital History focuses on the period from 1880 -1920 as leading the rise of mass communication, with the introduction of the mass market newspapers featuring comic strips, fashion pages, sports news, and women’s pages. National mass circulation magazines, such as Ladies’ Home Journal, also began to appear at that time. Frank Doubleday started organizing book tours to make and promote bestsellers. Thomas Edison introduced us to the wonders of music with his phonograph. Advertising became popular in the late 1800s when the National Biscuit Company, which later became Nabisco, spent the unheard-of sum of one million dollars on a national advertising campaign. Others (like Campbell Soups, Heinz, and Quaker Oats) quickly followed suit in communicating their products’ benefits to the buying public. At the same time, schools of higher learning were beginning to realize that they needed to instruct students on these communication techniques. Although known more for its business degrees, The Wharton School of the University of Pennsylvania offered the first communications courses in 1893. The University opened an official school of communications 60 years later. However, Otterbein College in Westerville, Ohio is distinctly known for having the first communications program. Their program, which was founded in 1906, began awarding degrees in 1909. A Rapid Rise Communication programs at schools first focused on writing, publishing, and newspaper journalism. As photography, radio, and movies became part of the mainstream media, universities had to work hard to bring their programs up to date. In 1903, the movie The Great Train Robbery began to show the ability of the motion picture to tell a story. Marconi introduced wireless communications in 1895, which lead to commercial radio broadcasting in 1920 and television broadcasts in 1939. By 1922, movies had become so popular that they sold up to 40 million tickets a week. Walt Disney himself said, â€Å"Of all of our inventions for mass communication, pictures still speak the most universally understood language.† The first doctoral degree in mass communication was conveyed by the University of Iowa’s School of Journalism and Mass Communication in 1948. After World War II, class offerings in mass communication started growing dramatically as students looked for information on communicating through media such as magazines, radio, and television. A Bold New World of Mass Communication In the digital age, the possibilities for mass communication are growing even larger. Since the first commercial communication satellite was launched in 1960, communication possibilities have expanded to include Internet, social media, blogs, RSS feeds, podcasts, online video, and mobile media. In the 1990s, schools started offering courses in online communications. In 2007, Syracuse University’s S.I. Newhouse School of Public Communication introduced a digital newsroom to train the news reporters of the future. A degree in mass communication can take you in many directions—business, advertising, acting, journalism, public relations, government, and international relations—and into the future. But you have to take the first step and start by getting solid fundamentals offered in advanced degree programs. Examples of Major Corporations Deploying Mass Media Strategies Mass Media Strategies Make a Marketing Difference The study of mass communication can lead you in many exciting career  directions—politics, corporate marketing, charitable work, and more. Many organizations effectively utilize mass media strategies to get their message out to their target audiences. Savvy politicians are using social mass media strategies to reach today’s highly-connected generation of voters. Some mass media strategists are now using their knowledge and abilities to fight for change and equality in the world. The following examples highlight where a degree in mass communication could take you. Ford Fuses Mass Media Strategies to Sell the Fusion When Ford Motor Company introduced its new Ford Fusion in 2005, the manufacturer wanted to move from its traditional Taurus-driving family appeal to attracting younger, hipper drivers. The â€Å"Life in Drive† mass media strategy fused traditional television advertising with an online â€Å"Photo Fusion† interactive component to build awareness. The campaign helped Ford sell more than 23,000 Fusions in just three months and motivated the company to increase production quantities to meet demand. Olympus Uses Mass Media Strategies to Climb to the Top Olympus Imaging used an innovative â€Å"augmented reality† campaign to motivate prospective customers to try out a simulated version of their new portable digital camera. They relied on a mass media strategy to drive consumers to a website for an interactive tutorial and simulated product â€Å"test drive.† Olympus quickly managed to get a version of their product into the hands of over 50,000 potential buyers without ever asking them to walk into a store. In addition, a contest which motivated enthusiastic visitors to share their experience through social networks spread the news even further. Green Mass Media Strategies Help Book Authors See Green Results Similar to the results that can be seen in product marketing, a mass media strategy can also be effective in book marketing. When Shel Horowitz, a green marketing consultant, and his co-author, Jay Conrad, wanted to promote their book, Guerrilla Marketing Goes Green, they combined traditional media, social marketing, and green guerilla marketing elements to achieve success. The book was published in January 2010; three months later it was number one on Amazon’s environmental list. Using Social Mass Media Strategies to Become President Perhaps the best example of using today’s social mass media outlets to raise money, generate awareness, and build momentum is the Barack Obama Campaign for president in 2008. Through his campaign’s unprecedented use of social mass media, over 30 million dollars was raised by thousands of individuals and groups that were motivated to work on his behalf. Voters can count on seeing more of this effective use of mass media strategies in the 2012 presidential election campaign as traditional media costs soar and it becomes more difficult than ever before to reach a targeted voting audience. Using Mass Media Strategies to Effect Positive Change in the World Mass media strategies can also play a part in developing global strategic communications. The United Nations Entity for Gender Equality and the Empowerment of Women has effectively used a combination of community mobilization, outreach, and mass media to provide education, reduce violence, and develop initiatives to promote gender equality in developing countries around the world. In the United States, the Family Violence Prevention Fund used a mass media public service announcements strategy to promote the availability of a â€Å"Coaching Boys into Men† program that provided sports coaches with a â€Å"playbook† on how to talk to their teams about domestic violence. As more mass media opportunities are becoming available to promote products, services, and ideas, more mass media marketers will be needed to help develop and direct these campaigns. You can start building your knowledge and insight into the world of mass media with an online degree in mass communication. This program can give you an understanding of the various mass media strategies that are av ailable today and provide you with knowledge to help you make informed decisions in a world where mass integrated communication can make a massive difference.

Cognitive behavioral therapy Essays

Cognitive behavioral therapy Essays Cognitive behavioral therapy Paper Cognitive behavioral therapy Paper Can a humanistic model of counselling be integrated with a cognitive (or cognitive – behavioural) one? Discuss with reference to Rogers and either Beck or Egan. In the first part of this essay I will summarise the main features of humanistic counselling and the cognitive approach. Rogers used a humanistic person centred approach to therapy and I will look at his view of people, their potential, what goes wrong and what can help them to change. Egan was a cognitive therapist and I will address the above points in relation to his â€Å"Skilled Helper† model. Similarities and key differences in theory, practise and value base between the two approaches will then be discussed. In the second part of the essay, I will use my own previous experience as a client to show how an experienced counsellor can integrate aspects of these two models effectively. I will then look at potential difficulties in making the humanistic and cognitive approach to therapy fit together successfully. I will give a critical analysis of these models, with particular reference to my own therapy and general diversity of needs within the client group. The concluding paragraph will contain an abridgement of the main points covered within the essay. Humanistic therapy emphasises the therapeutic relationship advocated by Rogers with the three core conditions of empathy, congruence and unconditional positive regard. Without these conditions present Rogers asserts that the counselling will be ineffective. Humanistic therapy is non- directive and optimistic. Rogers, (2008 p. 137) supports this viewpoint â€Å"The person centred approach, depends on the actualising tendency present in every living organism, the tendency to grow, to develop, to realise its full potential†. A humanistic therapist s uses active listening skills including clarifying, paraphrasing, reflecting and summarising. The therapist being non-judgemental is essential to the success of person centred therapy. The only ‘tool’ required in the counselling Page two room is ‘the self’; the relationship in and of itself, with the ‘safe space’ for the client to freely express emotions accomplishing the healing. Egans cognitive approach is a directive, systematic, cumulative, problem solving three stage model of helping. Stage one considers the clients present scenario; the counsellor encourages the client to tell their story; using core conditions, active listening skills plus a few challenging questions enabling the counsellor to understand the client’s present frame of reference. Stage two considers the preferred scenario; using directive questions prefixed with words like ‘how’ and ‘in what way,’ the client is moved towards a more objective understanding, an alternative way of viewing their world. The client is encouraged to develop Goals and objectives based on opportunities for future action. Stage three A strategic action plan workable within the clients lifestyle moving them towards desired outcomes is formulated, with plans for future evaluation. Egan (1990 p. 29) identifies one of the main roles of the counsellor in this process â€Å"Counsellors can help their clients empower themselves by helping them identify and develop unused or underused opportunities and potential†. Egan’s model provides principles as guidelines, the correct formula; taking action to valued outcomes is individually tailored to each client, including homework for the client on agreed goals. Rogers views the person as having an inner core to his personality which he terms the organism. The instinctual, somatic, sensory unselfconscious aspect of a human being, as opposed to the reflective, measured and self-conscious part that he describes as the self. Rogers considers, as stated by Embleton, L. ( 2004 p. 32 ) â€Å" that the organism is trustworthy and does not need to be controlled or directed from the outside†. He considers people to be social, self-regulatory and responsible for their own actions, with a natural tendency towards growth and self-actualisation. Each person is valued as a unique individual. Within Humanistic therapy the potential is there for the re integration of self and organism, thus Page three enabling self-actualisation to take place. A phrase used by Kierkegaard the first modern existentialist – to be that self which one truly is – I feel expresses the idea of self-actualisation very well, indicating the potential for growth and change believed by Rogers to be inherent within all of us. Rogers puts forward the view that the client held in the therapeutic relationship, when given the freedom to fully experience his feelings realises his potential to experience being (increased self- awareness) and becoming (self-actualisation). What goes wrong, thus bringing a client into therapy? Rogers considers the problem to be lack of balance in a person’s life, conflict between what has been internalised as belief, conditions of worth and values, and what the person is presently experiencing. Dissolution of protective defence mechanisms that had previously enabled the client to function in their daily life, leads as they experience a life changing event to dysfunction with mental, emotional and sometimes physical disintegration. To reverse this process and bring about reintegration and balance through humanistic therapy, the relationship needs to be firmly established and the core conditions of the therapeutic relationship modelled by the therapist. Within this relationship conditions of worth are minimised. The positive regard offered by the counsellor facilitates an increase in the client’s positive self-regard leading to reintegration and ultimately self-actualisation. Egan views people as being subject to operant conditioning. In essence â€Å"in any situation or in response to any stimulus, the person has available a repertoire of possible responses and emits the behaviour that is reinforced or rewarded† (Mc Leod p. 126). Egan considers that the client’s repertoire of available responses and processing of information mostly learned during childhood will be uniquely theirs, and may not presently be serving their best interests. The cognitive therapist will Page four look for unused or unrecognised life enhancing potential within the client. Egan views peoples actions as a direct result of their feelings and the thinking (cognition) preceding them. People have the potential to unlearn behaviour that does not serve their vital interests and replace it with learned appropriate behaviour. The therapist using ‘The Skilled Helper’ model is able to facilitate the client’s understanding of what is going on for them right now, what they would like to be happening and to assist them in developing strategies, achievable goals and an action plan to get them there. Both cognitive and humanistic therapists are in agreement that the counsellor needs first to establish the core conditions of empathy, congruence and unconditional positive regard with their client. During the first stage of the cognitive approach when the client is telling their story as in person centred therapy active listening skills are used. The cognitive therapist will also add challenging the client’s perception of their present situation, which is directly in opposition to the total acceptance of the clients frame of reference proffered by the humanistic therapist. Who has the answer to the client’s problem? The humanistic therapist places their trust in the client, and their innate ability to resolve their own issues and reach their full potential. The counsellor listens to the client clarifying even those issues which may be just below the client’s level of awareness. â€Å"Listening of this very special active kind is one of the most potent forces for change that I know† (Rogers2008p. 136). Cognitive therapy sees people as needing direction and guidance to resolve their problems. This therapeutic approach has a rather pessimistic view of people seeing them as innately sinful, destructive, and lazy or a combination of all three; the client being unable to be trusted without assistance to ‘find their own way’. A structured disciplined approach is used in cognitive therapy the value of the therapy is considered to be dependent upon the achievement of set goals and actions by the client. The desired end result Page five is discussed and set with the client very early on in the therapy. The counsellor has in mind at the outset how the therapy will progress, and what needs to be accomplished as the client is encouraged to move from stage one through to stage three. In humanistic therapy the client chooses what will be brought to each session not the counsellor. There is no structured problem solving or set goal, and the right time to end therapy is ideally decided by the client. The client’s autonomy is highly valued. Rogers speaks of a ‘directional flow’ moving the client towards growth, healing and the self-actualisation considered by Maslow to be the pinnacle of achievement that all human beings are striving for. For either therapy to work Egan and Rogers both agree that there has to be a willingness by the client to engage in the therapy. They put forward slightly different reasons for resistance in some clients. Rogers (2008 p. 213) feels that â€Å"resistance to the therapist is entirely due to too much probing or too rapid interpretation on the part of the counsellor†. Egan(1990 p. 169) puts forward the idea that resistance refers to â€Å" the reaction of clients who in some way feel coerced†. Both therapeutic approaches stress, that for therapy to be effective the inevitable power differential between client and counsellor needs to be minimised. Also individuality including aspects of the client’s culture religion and gender should be valued and respected by the therapist. I can foresee potential difficulties for myself as a newly qualified therapist in using the two approaches together effectively as I may lack the expertise to know when to use each model and with which client. As I gain in experience and self-awareness I anticipate making effective use of both therapeutic models within my practise. My training uses an integrative approach and I plan to use a variety of different therapies in my future work. I was fortunate to see cognitive and humanistic approaches well modelled by my Page six personal therapist over the eighteen months of our work together. When I entered personal therapy all of the structure in my life had vanished. My defence mechanisms spoken of by Rogers had been breached. I had little self-worth and low self-esteem blaming myself for remaining in a physically and emotionally abusive relationship for thirty four years. In April 2008 as I sat for the first time opposite a counsellor I was vulnerable, frightened and suicidal. I am sure for several months I would have been incapable of rising to the challenge of a cognitive approach. I did not at that time have the mental and emotional capacity to set goals or the motivation to see them through. Using a rather gentler person centred approach the therapeutic conditions of empathy, congruence and unconditional positive regard were established as we worked through various issues and emotions. About half way through my therapy we came to a ‘sticking point’. I had developed an eating disorder and the humanistic model didn’t seem to be helping me. My counsellor opted for a cognitive approach at this stage and asked me to keep a food diary. Together we set goals; the desired outcome was for me to eat healthy food three times a day. At this point I was ready for a challenge. In achieving these goals my self-esteem was boosted. Egan 1990 p. 37 states â€Å"Ideally, clients by their actions come to â€Å"own† the helping process instead of being the objects of it†. This is exactly what happened to me; as from then on I took a more active part in my own therapy. The positive regard shown by my therapist at all times empowered me to ‘own my healing process’. For me the integration of the two different approaches gave the best therapeutic outcome. Had my therapist initially used only a cognitive approach I am sure I would have felt overwhelmed. My life had recently involved massive changes I did not feel capable at that time of working towards further change. It would have appeared too intrusive and directive. I would have been resistant to Page seven the therapy and stopped attending, possibly prejudicing future therapy. Later cognitive therapy was used very effectively when I reached a ‘sticking point’. People are unique bringing their own values and beliefs to therapy. These may be shaped by culture, religion, gender, class or ethnic origin. Any or all of these will have an impact on the counselling relationship, and which therapeutic approach might be most effective in helping a particular client. Native Americans tend to resent being coerced and motivated into doing things, they prefer to work things out for themselves; a counsellor therefore may find a humanistic approach suits this client. In contrast â€Å"A characteristic of certain ethnic minority groups is the desire for a structured relationship in which the counsellor is cast as an expert giving advice and solutions to problems, a therapist who is active, authoritative and directive† (Patterson C. H. ). This client may not be able to engage with person centred therapy but benefit from the more directive cognitive approach. Care must be taken however not to stereotype a particular client group In conclusion I have looked at both humanistic and cognitive therapies, their similarities and differences. Having myself experienced both therapies effectiveness in the healing process, I can see how they could be used at different times with the same client. However, therapy needs to be uniquely tailored to the individual clients needs with particular reference to the diversity of culture, religion, ethnicity and values found within all humanity. Word count 2166 Page eight References Egan, G. ed. (1990) The Skilled Helper. Loyola University of Chicago, Brooks/Cole. Publishing company Pacific Grove California. Embleton, L. et al. (2004) The Person Centred Approach. A contemporary introduction. U. K. Palgrave Macmillan. Mc Leod, J. ed. (2008) Behavioural methods in counselling. IN: Mc Leod, J. An introduction to Counselling. Finland. W. S. Bookwell. Patterson, C. H. Multicultural Counselling: From diversity to Universality. Available at. [Accessed 10 December 2010]. Rogers, C. ed. (2008). The therapeutic relationship. IN Kirshenbaum, H. Land Henderson, V. The Carl Rogers Reader. Great Britain. Constable. Rogers, C. ed. (2008). Theory and research. IN: Kirsenbaum,H. Land Henderson, V. The Carl Rogers Reader. Great Britain.

Twilight Essay Example

Twilight Essay Example Twilight Essay Twilight Essay The myth of the vampire existed in a multitude of civilizations and cultures under various names such is strigoi (for the Romanian territory), Apotamkin, etc. But no matter the name, vampires will always refer to gothic creatures that drain the blood of humans, thus being monstrous. The first writer to introduce the vampire in literature was Lord Byron in the eighteenth century, but the most significant writer to develop the myth was Bram Stoker. He is the „father† of the vampire as he gave a complete description of the vampire in his most famous book† Dracula†. After the release of the book, the myth of the vampire became extremely popular amongst writers and as a consequence the books whose main characters were vampires sky-rocketed. Amongst the most famous contemporary writers which developed and modified the myth of the vampire is Stephenie Meyer with her famous „Twilight†. In her book we find a multitude of deviations from the myth but still she keeps many things as they are with the main purpose of enhancing the vampire’s romantic features. For instance, when Bella takes on the task of finding out the reason why Edward isn’t allowed to come to the La Push beach, she finds a book which describes what Edward is. When searching the camera focuses on all the key words that point to the unnatural and supernatural abilities which Edward has: „the cold one†, one who drinks† the immortal drink† , „undead†, „immortal† and so on. On the other hand Twilight is a complete success, so much so that most of the films flaws work within the context of the story. Personally I would think that the book was better than the movie. For the reason that whilst reading a book anyone can make their imagination run, but when watching a movie all the thinking is done for the viewer. In some cases of a book being made into a film, it is the book that is more fascinating, for the reason that books appear to use more words of description that a movie could not be able to portray. The theme of a love affair between predator and prey, the lion falling in love with the lamb[1] (as said in the book), did not get revealed enough in the movie compared to what the book had showed. Twilight had a reasonable story line and it had some action scenes to keep me entertained but I felt it could have had a more spellbinding plot seeing as how the film was about blood thirsty vampires. While Twilight is about a vampire, the film itself is a romantic comedy rather than a vampire/horror/action. Producers and directors used the grainy grey filter in order to give a gothic dark atmosphere to the movie. They also insured that they used skewed camera angles to make the film more like a movie than a music video. Applying shots such as close ups, pans, birds eye view, gave the sense of action and made the movie more fascinating. And by using non dietetic and dietetic shots furthermore enhanced the climax a certain scenes in the movie. The director, Catherine Hardwicke said that we were not settled on a specific visual rhythm and the film looks uneven. When we started shooting there were no clear markers on how this film was meant to be structured in terms of cinematography [2] and that made the film in some sense appear to be dated and uninspired. Overall, Id have to say that nothing reached 1my expatiations, although nothing was horrible. The film did its job, and there is always room for growth in the next few films that are said to being made (new moon and eclipse). The first in a series isnt always the strongest, and this one provides a decent structure for future events.

10 Facts About Acids and Bases

10 Facts About Acids and Bases 1:13 Watch Now: What are the Differences Between Acids and Bases? Here are 10 facts about acids and bases to help you learn about acids, bases, and pHÂ  along with a chart for comparison. Any aqueous (water-based) liquid can be classified as an acid, base, or neutral. Oils and other non-aqueous liquids are not acids or bases.There are different definitions of acids and bases, but acids can accept an electron pair or donate a hydrogen ion or a proton in a chemical reaction, while bases can donate an electron pair or accept hydrogen or a proton.Acids and bases are characterized as strong or weak. A strong acid or strong base completely dissociates into its ions in water. If the compound does not completely dissociate, its a weak acid or base. How corrosive an acid or a base is does not relate to its strength.The pH scale is a measure of the acidity or alkalinity (basicity) or a solution. The scale runs from 0 to 14, with acids having a pH less than 7, 7 being neutral, and bases having a pH higher than 7.Acids and bases react with each other in what is called a neutralization reaction. The reaction produces salt and water and leaves the solution closer to a neutral pH th an before. One common test of whether an unknown is an acid or a base is to wet litmus paper with it. Litmus paper is a paper treated with an extract from a certain lichen that changes color according to pH. Acids turn litmus paper red, while bases turn litmus paper blue. A neutral chemical wont change the papers color.Because they separate into ions in water, both acids and bases conduct electricity.While you cant tell whether a solution is an acid or a base by looking at it, taste and touch may be used to tell them apart. However, since both acids and bases can be corrosive, you shouldnt test chemicals by tasting or touching them! You can get a chemical burn from both acids and bases. Acids tend to taste sour and feel drying or astringent, while bases taste bitter and feel slippery or soapy. Examples of household acids and bases you can test are vinegar (weak acetic acid) and baking soda solution (diluted sodium bicarbonate a base).Acids and bases are important in the human body. For example , the stomach secretes hydrochloric acid, HCl, to digest food. The pancreas secretes a fluid rich in the base bicarbonate to neutralize stomach acid before it reaches the small intestine. Acids and bases react with metals. Acids release hydrogen gas when reacted with metals. Sometimes hydrogen gas is released when a base reacts with a metal, such as reacting sodium hydroxide (NaOH) and zinc. Another typical reaction between a base and a metal is a double displacement reaction, which may produce a precipitate metal hydroxide. Characteristic Acids Bases reactivity accept electron pairs or donate hydrogen ions or protons donate electron pairs or donate hydroxide ions or electrons pH less than 7 greater than 7 taste (don't test unknowns this way) sour soapy or bitter corrosivity may be corrosive may be corrosive touch (don't test unknowns) astringent slippery litmus test red blue conductivity in solution conduct electricity conduct electricity common examples vinegar, lemon juice, sulfuric acid, hydrochloric acid, nitric acid bleach, soap, ammonia, sodium hydroxide, detergent Chart Comparing Acids and Bases

STRATEGIC MANAGEMENT Case Study Example | Topics and Well Written Essays - 1500 words

STRATEGIC MANAGEMENT - Case Study Example When Tom Harrison had arrived the university and was looking for the methods or ways to improve the overall effectiveness of the organization rather finding out the weaknesses and working upon them. The focus on the overall increase in the efficiency of the organization will help in the long term in the form that there will be increased and improved productivity and the employees will be engaged in work in a far more productive way. The association of the idea of working as the team to the NASCAR races, is an example of sense making when the employees have associated the concept of the quick team work as the NASCAR team. Keeping up with this fast paced world is becoming an uphill task for the companies due the recession and economical crisis that has plunged the business and the employment rates. Though we are suffering problems like underemployment and unemployment, the current employees problem are being over looked for they are over stressed. This in turn has put a lot of pressure on the present work force which not only affects their mental health but also is a source of putting the long term success of the company at stake as well. There are numerous contributing to this state for the employees, namely the crisis, and the fear of losing one’s job. ... Further, the employees do not want to spoil their relation with their employers for again the fear of losing the job. The reputation, productivity, working environment, employee and employer relation has all been drastically changed owing to the pressure cooker type environment due to recession. To overcome all of this many organization have started a new program to assist the employees. This new initiative is known as the Employee assistance program, what this program offers is a wide range of help to the employees. Further, it has been made a confidential process for no employee can know what other is taking help on. This is because to ensure the employee that they can share their problem without the fear of being ridiculed. These problems include marital troubles, anxiety, drug issues, work and family balance, personal development and growth and career related problems. (Jonathan E. DeGraff (21 February 2010)).  The good thing about this service is that it is available throughou t the day and for the whole week with numerous help lines and people there, to assist you whenever you want it (Debb, 2006). There are even no charges, and all of your personal information is safe without any danger of it being leaked. Every firm has developed its own assistance program. This step has proved better work force and increased productivity. The effectiveness of the workplace and the rejuvenation of the employees had been beneficial to improving the environment as well as the production. It has put a stop to disputes and has increased retention of employees. This has opened doors for employment in certain large firms there are two departments for the look after of employees. This initiation will prove extremely helpful in the

Rhetoric & Stereotypes Essay Example | Topics and Well Written Essays - 500 words - 1

Rhetoric & Stereotypes - Essay Example ho are in the tattooed group are considered to be freaks, drug, addicts, criminals, weirdoes, tough and are always around bad people (Macrae, Stangor, Miles, 1996). These stereotypes are all negatives. The senior citizen group is taken to be made of people who are unwilling to accept new things, stuck in the past, silent and low movers who are hard at hearing. These stereotypes are both positive and negatives. Politicians use what looks like rational language that may in fact be false in their speeches so as to satisfy their own desires and interests. Another language common with the politicians is personal attack ad hominem (Bodenhausen and Macrae, 1994). The language is mostly used to shield the politician from the other groups of politicians. Usually this is done in a show of dislike for the other individual. A common language among the tattooed people is subjectivism (Macrae, Stangor, Miles, 1996). This is based on the assumption that whatever is true to an individual may not be true to the other. The language is used to justify their acts of misbehavior because most tattooed people are associated with negative activities. The feminist get a lot of attacks as many people do not want to accept their way of life hence they are never approved and are considered to be weak. Scare tactics are used to undermine their efforts to justify their way of living within the society (Ninvalle, 2004). The stereotypes are meant to undermine or intimidate someone into not doing some things. For example, a feminist can be intimidated due to the fact she is a woman and women are considered weak within the society. Senior citizens are the most neglected and stereotyped people within the society and the language commonly used is genetic fallacy according to Bodenhausen and Macrae (1994). This involves rejecting a claim based on origin or history. These stereotypes are usually half truths and they are based on assumptions that have little or no evidence. In conclusion, the

CONTEMPORARY BRAND MANAGEMENT Assignment Example | Topics and Well Written Essays - 3500 words

CONTEMPORARY BRAND MANAGEMENT - Assignment Example The company’s brand portfolio comprises three major brands including: Adidas, Reebok and TaylorMade. Adidas market area includes sporting goods as well as the equipment industry. The chief segments of this industry include footwear for athletes, sports apparel, and also goods and equipment used for sporting. Other segments include equipment for: hunting, golf tennis, fishing, hiking, baseball, football, rollerblading, biking, snowboarding, surfing, skateboarding, skiing, and hockey, along with play scape and playground equipment. The company’s key competitors include Nike and PUMA. Others are Red tape, New Balance Bata, and Liberty. Athletes together with sports enthusiasts comprise the Adidas customers (Keller 2007, pp. 33). According to Kotler and Dubois (1991, pp. 23) a brand refers to a collection of mental links, held by a given consumer, and which add to the perceived worth of a service/product. These links should be strong, unique, and positive. Alternately, a pr oduct refers to anything which can be presented to a market for acquisition, attention, or consumption and which might fulfil a need or a want. The difference between a brand and a product is such that a brand is acknowledged with intangible values plus imagery, while a product is recognized with characteristics that are visible and very differentiating. Brand architecture strategy refers to the structure employed in organizing a company’s portfolio. It identifies the number and functions of brand names which the company utilises for its product range and also the target markets or target groups. Brand architectures are of various types including: product branding; house of brands; range branding; branded house; source branding; line branding; umbrella branding; endorsed branding and sub-brands. Adidas has adopted the branded house strategy. This is whereby, the brand shifts from being a leading driver to a more dominant one (John & Larry 1997, pp. 48). Brand positioning and its relevance to branding According to Aaker (1992, pp.22), brand positioning involves locating the brand in the intellect or minds of customers in order to exploit the potential profits to the business. Brand positioning is comprised of the following components: Product class or market. This refers to a collection of products/services and brands that are perceived as alternatives to fulfil some precise consumer need. Consumer segmentation. It describes consumer profiles that the brand will serve and what their needs are. Consumer segmentation can be accomplished in terms of geographical/physical location (i.e. region, urban/sub-urban, county size, seasons, climate, etc); demographic factors (i.e. age, education, sex, income, family size, religion, occupation, nationality and race); behavioural factors (i.e. loyalty status, benefits sought, purchase occasion, usage rate, user status, actual purchase and attitude to product) (Aaker 1992, pp.24). Perceptual mapping. This refers to a g raphic approach employed by marketers which tries to visually customer perceptions. It entails methods applied in the analysis and comprehension of how consumers perceive products. It includes the identification of product weaknesses; development and assessment of concepts; consumer perceptions’ tracking; and finally, unearthing group differences (Aaker 1992, pp.26). Brand benefits and attributes. The physical presence of a brand does not guarantee its position in mind of the target consumer. For the product to gain entry into that