JFK'S INAUGURAL ADDRESS Essay Example | Topics and Well Written Essays - 1000 words

JFK'S INAUGURAL ADDRESS - Essay Example He was the youngest man who happened to be the President of America (This is Day in History - John F. Kennedy inaugurated) JFKS Inaugural address was mainly based on the peace, world change, freedom, rights of the people and relations with the neighbor states, including the world as a whole. The major goal of his campaign defined his eventual presidency during the time of diplomatic challenges, emerging social challenges and economic prosperity. Immediately after receiving the Oath, President Kennedy addressed the speech, which he had been preparing from the time of his nomination. His speech just not contained his personal thoughts but also the suggestions he took from the fellow economists. The main idea of the speech was to represent the United States as such a force which effectively counts in maintaining the peaceful relationships, on international level. Kennedy highlighted the new inventions and discoveries of nuclear power worldwide, along with arms. He didn’t favor the dangerous discoveries are not important and in interest of the world peace by addressing that, â€Å"to those nations w ho would make themselves our adversary, we offer not a pledge but a request: that both sides begin a new that quest for peace† (Kennedy Inaugural Address, 1961). The actual focus of the speech was on the relationship between duty and power. The statement by Kennedy, â€Å"Man holds in his mortal hands the power to abolish all forms of human poverty and all forms of human life† (Kennedy Inaugural Address, 1961), proves his point that he was addressing in the favor of the whole world not only Americans. His above statement clarifies his motto that he wanted to spread peace into the whole by dismantling the goals of those states, whose priorities were to bring out Cold Wars. Kennedy referred to those people who were residing in small villages globally, struggling to live their lives, by saying that

Advertisements Define Females Beauty Standard Media Essay

Advertisements Define Females Beauty Standard Media Essay Advertisements in women magazines has became active when marketer realised the purchase power of women, Marchland, 1985 suggested that in 1920s female purchasing power took over 80 percent of the whole consumer purchases. That was because the gender role of female at that time was home orientated, they were responsible for familial expenditure. As time changes, when the market of home orientated product got saturated, marketing then stereotypes women interconnected with sexuality. Courtney and Lockeretz suggested four general stereotypes of women were presented in print advertisement: A womans place is in the home; women do not make important decisions or do important things; women are dependent and need mens protection; and men regard women primarily as sexual objects (Courtney Whipple, 1983 pp.7). The beginning of media influence on beauty standard The advertising agencies referred women as General Purchasing Agent, as purchasing agents, women could command respect for exhibiting qualities previously honoured primarily in men-capacities for planning, efficiency, and expert decision making (Marchand 1958 pp.168). The G.P.A has became a corner stone of advertising in the field of female market, during this period advertising often adopt the theme of successful woman gain social acceptance and social approval through employing or consuming a particular product. McEwen suggested in 1976 that, from the field of social psychology, advertising agencies have employed the belief of the social self as a principle technique in advertisements by defining what was socially approved and what was not. During the phrase of social acceptance, the media portrayed the role of women as being responsible for broadening their social and intellectual interests as well as maintain youthful in order to be a modern companion for their husbands. They needed to preserve their youth so that they could beautify their husbands lives and keep pace with them during evenings of dancing and the theatre (Marchand 1985 pp.175).The importance of being self conscious of body image and appearance has been introduced through media, especially with the reinforcement of advertising in the late 1920s. In the middle of her mechanically engineered kitchen, the modern housewife was expected to be overcome with issue of whether her self, her body, her personality were viable in the so cio sexual market that define her job. Advertisements used pictures of veiled nudes and women in auto-erotic stances to encourage self comparison and to remind women of the primacy of their sexuality (McEwen 1976 pp.179). The idealised female images in which portrayed in media has always been changing, so is the standard of beauty perceived within the society. The media provides idealised body images of women by providing role models or examples of attractive women, for example, catwalk models and actresses. In which, audiences could compare themselves with the idealised body shape or appearance. The idealised body shaped has changed from being voluptuous and curvaceous in the 1940s and 1950s to being busty and narrow-hipped from the late 1960s through the 1980s (Straight 2005 pp.2) The reason of which the idealised beauty standard has always been changing was because companies need to create an unsustainable beauty standard to ensure targeted consumer will keep purchasing different goods to maintain satisfied with their appearance. Freedman, 1986 mentioned the beauty ideal was impossible to achieve and this could lead to feelings of inadequacy. The feelings of inadequacy were often fed by cosmetic and diet product manufactures, in which the primary objective of their advertisement campaigns were to persuade women they could improve their imperfections only by consuming their products. However the effects of media have on audience can vary due to individual differences. Audience with different personalities, pass experiences and social context interpret the messages of the media differently, in addition, different medium also provides different influence for audience, and for example, the influence of advertisement shall be strongest among the mediums, because the principle of advertising is to influence audiences behaviour and value. Ethical issues with advertising influence The internalization of an attractiveness ideal and a perception of body dissatisfaction may serve to mediate the relationship between media exposure and disordered eating (Stice et al, 1994). Media Awareness Network journal reported over three quarters of the covers of womens magazines include at least one message on how to alter and improve womans bodily appearance by cosmetic surgery or diet. The ratio of diet ads in mens and women magazine is 1: 10, in which the ratio of eating disorders in men and women is identical. This indicates a relationship between exposure to diet ads and eating disorders, however gender differences may also affect behaviour. Theories of media influence on beauty standard Social comparison theory A theoretical model using social comparison processes can be offered to explain how exposure to the socio-cultural thin and attractive ideal leads to increased body dissatisfaction (Heinberg and Thompson, 1992; Smolak et al, 1993; Thompson et al, 1991). This theory suggests that individuals make upward comparison with others who offers specific, valued attributes. It also takes individual differences into account, for example, the differences in regard of self-esteem. Mintz and Betz, 1988, conducted a research that shown female college students who felt dissatisfied with their bodies image were more likely to conform to the stereotyped body presented in the media as attractive. This theory suggested that social comparison does not only occurs through comparison with images in the media but also with social group, e.g. friends and families member. The studies of social comparison often reported positive correlation between social comparison and body dissatisfaction. Schema theory Self-schema theory envisages body images as a mental construction rather than an objective evaluation (Markus, 1977). A self schema is an individuals mental perception of the way they are. This mental presentation has established over time mainly through pass experience of what others labelled or referred them in a particular way. For example, I am attractive or I am skinny. These kinds of attributes are taken into account in self concept and self esteem. Schema have been defined as cognitive generalizations about the self, derived from pass experiences, that organize and guide the processing of self-related information contained in the individuals social experience (Markus, 1977 pp.64). According to Markus, 1997, schematics constantly evaluate stimuli that are relevant for their body weight. Media images are one of the stimuli that trigger new schemas. The buyer decision processes According to Nicosia, F. 1966, a consumer decision making process involves five stages traditionally, which are problem recognition, information search, evaluate of alternatives, product choice and outcome. Problem recognition occurs when consumer realises a significant difference between the consumers current state and the ideal state he/she desired. The consumer sees this as a problem and requires a solution to solve, when the problem has been recognised, consumer will need adequate information to resolve the problem, in which the consumer will enter the information stage. There are briefly two kind of information search, the internal search and the external search. Internal search begins when consumer search alternative product from prior experience and his/her existing knowledge on a particular product and its alternatives, external search is when consumer gathers informative from external cues, for example, friends and advertisements. Finally, the consumer will enter the stage o f evaluation of alternatives. The buyer decision model are often used in advertisements, taking the Rimmel Mascara commercial 2007 as an example, the commercial started with Kate Moss ( the famous model) putting on mascara while a male narrator saying the more you put on, the sexier you are. The commercial intend to show differences between the audience current and ideal state of desire by showing the image of Kate Moss with the Rimmel Mascara on. By using a model that majority regard her as attractive, this create an upward comparison with others who offers specific, valued attributes. This could refer to the social comparison theory. The Rimmel Mascara also offered a solution for the problem, the commercial emphasis the more Rimmel mascara the audience put on the sexier they will be. The positive reinforcement shows the cause and effect of the Rimmel mascara and this increase the likelihood of conformity. Industry background Advertising industry The United Kingdom advertising industry was worth over  £16.5 billion in 2001. There are estimated 600 agencies in London and 20 agencies among the 600 agencies are full service agencies. Agencies can be categorized as 5 distinct types of agencies Creative agencies Media agencies Direct marketing agencies Digital/online agencies Full service agencies Role of the agencies Creative agencies work on behalf of clients, develop creative ideas for an advertising campaign. Media agencies consults clients on where, when and how to spending advertising budgets. Direct marketing agencies provide clients direct and strategic communication with the target audience, for example, direct mail. Digital/online agencies profession at digital communication. For example, search engine marketing. Full service agencies combine all the services of creative, media, direct marketing, digital/online agencies. Research questions and objectives Aim To explore the methods and strategies that advertising agencies use to influence womens perception of beauty standard. Research question Which methods and strategies used my advertising agencies are more efficient to stimulate womens conformity to the presented beauty ideal? Objectives To discuss the methods and strategies used by advertising agencies to influence female beauty standard. To compare the difference, between female in the age groups of 12-18 and 21 27, their perception of beauty standard influenced by printed advertisement. To investigate the ethical issue of advertising the idealised beauty. Research methodology Research approaches Deductive approach Deductive approach is employ when a researcher develops a hypothesis that can be tested by a research strategy. Inductive approach Inductive approach is employ when researchers collects information and develops theory as a result of information analysis. Research strategies There are mainly seven research strategies that are being used in business researches. Experiment. Questionnaire. Interview. Case study. Action research. Grounded theory. Ethnography. Archival research. Sampling Statisticians have proved the larger the sample size, the nearer its distribution will be to the normal distribution, statisticians also suggested that a sample size of 30 or more will be more likely to result in a sampling distribution for the mean that is close to normal distribution. Stutely, 2003 suggested a minimum number of 30 for statistical analysis provide valuable rule of thumb for the smallest number in each group of the overall sample. Therefore the sampling size of my primary research will be 30. Strategies for my primary research Experiment Experiment is a classical form of research that owes much to the natural science, although it features strongly in much social science research, particularly psychology. The purpose of an experiment is to study casual links; whether a change in one independent variable produces a change in another dependent variable (Hakim, 2000). The experiment strategy concerns the relationship between two variables, it is often used in explanatory or exploratory research to find out why and how questions. The experiment usually takes place in a strictly controlled situation, for example, laboratory to eliminate threats to internal validity. However, whilst the strictly controlled situation enhances the internal validity, the external validity is often hard to establish, as the controlled situation is often not a real life situation. Strategies for my secondary research Multiple source secondary data Multiple source secondary data will be an amalgam of both documentary and survey secondary data. It will take account of books, journals, articles, newspaper and previous research. The secondary research will be used to cover objectives below. It will be a mixture of qualitative (theoretical) and quantitative (numerical) data. To discuss the methods and strategies used by advertising agencies to influence female beauty standard. To investigate the ethical issue of advertising the idealised beauty. The reason of using a mixture of qualitative and quantitative date is to produce that can be statistically analyse to identify relationship between variables and to have theoretical data to support my research. How the experiment will be conducted The experiment will be carrying out in order to fulfil objective two. (Compare the difference, between female in the age groups of 12-18 and 21 27, their perception of beauty standard influenced by advertisement.) The reasons of choosing the age groups of 12-18 and 21-27 are because of the significant differences in cognitive maturity. Adolescents are also more likely to conform due to the high need of social acceptance. Hypothesis Adolescents are more likely to conform to the ideal beauty presented in the media. The sampling 30 participants in each age group. Participants selected by random sampling in central London. The experiment will be conducted under a controlled situation, for example, a conference room in London. Method The method below will be repeated in both 12-18 and 21-27 age group. Divide each age group participants into experimental group and control group. Both groups will be given a survey questioning how satisfy the participant feel about their appearance. Experimental group will be given 10 printed advertisements with attractive female before they answer the survey. The control group will not be given printed advertisements before they answer the survey. Compare the results of both experimental group and control group. Statistically analysis the result of both age groups. Resources Internet access for secondary data. Library access for secondary data. Experiment will be host in the conference room of my uncles office, in which permission has been gained and cost free. Excel software to analysis primary research. Printer. Financial resources Transport fees for participants involves in primary research. Additional cost for employing participants in primary research if volunteer participants could not be found. Budget 5 pounds transportation fee for each participant. Cost of employing participant will be estimated at 10 pounds each. Total cost = 90pounds.

Power of Discrimination Exposed in Call It Blindness Essay -- Call It

Power of Discrimination Exposed in Call It Blindness    The fear of the unknown causes people to inflict pain and hatred rather than try to understand.   They discriminate or prejudge others on the basis of their ethnicity, race, sex or handicap.   This treatment often results in victims being ostracized from society.   It is assumed that such hardship can make people bitter and full of resentment.   However, Georgina Kleege disproves this in her essay "Call It Blindness."   She shows that her personal struggle against discrimination has made her better, because it pushes her to open people's narrow-minded views, break down societal stereotypes, and inspire those with similar challenges.    As a handicap, there are extra struggles that Kleege must face while trying to broaden the narrow-mindedness of people in today's society.   When people have a handicap, they are seen as weak and inferior.   The blind must try to escape the negative stereotypes that are often associated with them.   Kleege acknowledges that people believe, "Blind means darkness, dependence, destitution, despair.   Blind means the beggar in the subway station" (395).   She tries to help others understand that her condition is not one of despair but one of hope, as   "blindness does not in itself constitute helplessness.   You will be as resourceful, capable, and intelligent as you ever were" (403).   Kleege tries to make clear to others that her condition is not the end of her life, but the start of one with more difficulty.   There are also stereotypes of uncleanliness and unawareness of those without vision, as well as an idea that the blind are less intelligent.   Ev en though there are many who do fall into the stereotype, there are also in... ...r way.      Ã‚  Ã‚  Ã‚  Ã‚   Throughout history, there have been many images of bravery and strength.   However, there is none more admirable than the bravery and strength of people like Georgina Kleege.   They continue to fight, even when their triumphs go unnoticed by most.   As a result, their actions have had a larger impact on society than any famous hero.   With their patience and perseverance, they have helped change and mold society's negative view of the disabled into a positive one.   Without people with perseverance like Kleege, members of today's society would never try to open their eyes and learn to accept and respect those who are different.            Work Cited Kleege, Georgina.   "Call It Blindness."   The Presence of Others.  Ã‚   3rd ed. Ed. Andrea A.     Ã‚  Ã‚  Ã‚  Ã‚   Lunsford and John J. Ruszkiewicz.   New York: Bedford, 2000.   389-407.   

Difference between Branding and Brand Equity Essay

â€Å"Though no one can go back and make a brand new start, anyone can start from now and make a brand new ending†. (Bard qtd. in. ThinkExist. com) This quote shows one fact that the process of ‘branding’ is endless. Because, simply, when ‘brand equity’ is known or measured, the brand could be protected and managed properly. This essay aims at giving an overview of the ‘branding’ and ‘brand equity’ terms or concepts to show the difference between both of them. And due to the fact that â€Å"both terms are usually defined around the concept of adding value to a product (or service)† (Binnie 17), it could be hard for some people to differentiate between both of them. That’s why the best approach to realize the difference between ‘branding’ and ‘brand equity’ is to dig and search in the literature to define both terms to know what is meant by each one of them. However, before separating each term from the other -to know the difference between both of them-, let’s move to the real world to have an idea about a simple fact concerning a certain brand (Coca-Cola in this case). This interesting example –mentioned by Blackett- deserves to be mentioned here to realize how important a brand could be for a company. â€Å"By mid-2002, Coca-Cola Company’s stock market value reached $136 billion, while the business net asset value (the book value) was only $10. 5 billion†. (5) The interesting fact here is when we add this information to the fact that: â€Å"The value of Coca-Cola brand for the same period (mid-2002) was estimated by $70 billion (over half of the $136 intangible value mentioned above! . † (Blackett 5) Then, after realizing the importance of ‘branding’ to the company in the marketplace -in the previous example-, it’s time to know what is meant by both terms, ‘branding’ and ‘brand equity’. First of all, a ‘brand’ is defined by the Dictionary of Business and Management as â€Å"a name, sign or symbol used to identify items or services of the seller(s) and to differ entiate them from goods of competitors. † (qtd. in. BuildingBrands Ltd. ) However, a ‘brand’ is more than a name, a sign or a symbol. In another word, this definition is not sufficient to describe the term ‘brand’. Grimaldi gave a better definition for the term ‘brand’ as â€Å"a combination of attributes, communicated through a name, or a symbol, that influences a thought-process in the mind of an audience and creates value. † And this is what Blackett assured when he mentioned that â€Å"the visual distinctiveness of a brand may be a combination of any of the following: name, letters, numbers, a symbol, a signature, a shape, a slogan, a color, a particular typeface. (3) Also, Davis (2) defined the ‘brand’ term as â€Å"all the promises and perceptions that an organization ‘wants’ its customers to feel about its product(s) and service offerings. † (2) Now, moving to the ‘branding’ concept or term, according to Davis (1), ‘branding’ is a complex ‘process’, but its goal is simple: it is the creation and development of a specific identity for a company, product, commodity, group, or person. † (3) Grimaldi mentioned an interesting definition for ‘branding’: The blend of art and science that ‘manages associations’ between a brand and memories in the mind of the brand’s audience. † And this blend â€Å"involves focusing resources on selected tangible and intangible attributes to differentiate the brand in an attractive, meaningful and compelling way for the targeted audience. † Now, after understanding what is meant by both ‘bra nd’ and ‘branding’ terms, it’s time to know what is meant by ‘brand equity’ term or concept. The ‘brand equity’ concept â€Å"emerged in the early 1990s†, (Tuominen 96) and introduced in marketing literature in the 1980s† (Rajh 1) and before mentioning definitions of this term, it is necessary to realize that â€Å"brand equity is the key to understanding the net impact of marketing† (Reynolds and Philips qtd. in. Binnie 16) According to Hoeffler and Keller, â€Å"most definitions of brand equity rely on ‘brand knowledge’ structures in the minds of consumers –individuals or organizations-† (421 qtd. in. Binnie 17). And Pullig gave a simple definition to the term ‘brand equity’ as â€Å"consumer brand knowledge†. Keller also defined the ‘brand equity’ term as â€Å"the ‘differential consumer response’ from ‘knowing’ the brand†. (qtd. in. Binnie 17) According to Keller and Kevin, ‘brand equity’ is â€Å"the value of the brand in the marketplace† (qtd. in. Pullig). McDonald added another dimension when she defined it as â€Å"the stored value built up in a brand which can be used to gain ‘market advantage’† (2). So, after studying these definitions, it is obvious -as Tuominen mentioned- that â€Å"there are three key ingredients in the ‘brand equity’ definition and they are: (1) brand knowledge, (2) differential effect, and (3) consumer response to marketing. † (75) Finally, according to these definitions, it is obvious that (1) ‘branding’ is the process of creating, developing, protecting, and managing the special identity of the product, or the ‘brand’ (to differentiate it in the marketplace) and it is not only marketing effort, it includes all the companies efforts to build this differentiation; (2) the ‘brand’ is the end result of that process or the combination of all the tools used to create this special identity of the product; and (3) the ‘brand equity’ is the ‘feedback’ of the ‘branding’ process or the key to measure, assess, or weigh the end result ‘brand’ –as we saw previously in the Coca-Cola example- and compare it with what is desired or planned in the ‘branding’ process. In another word, ‘brand equity’ will show whether the ‘branding’ process and other marketing efforts (or even public relations) are on the right track or not.

How Can the Uncertainty Map Help Managers Essay

1. How can the uncertainty map help managers? Pearson’s uncertainty map provides a framework for analyzing and understanding uncertainty in the innovation process. It addresses the nature of the uncertainty and the way it changes over time, and provides managers with knowledge to make a decision and transform ideas into innovation. It also determines the type of management skills needed for different degrees of uncertainty. The framework separates uncertainty into four quadrants based on basic characterizations: a. uncertainty about ends – the eventual target of the project b. uncertainty about means – how to achieve the target Drawn on two axes, uncertainty about ends appears on the vertical axis, about means on the horizontal. The axes then divide producing four quadrants, namely: – Quadrant 1, also known as exploratory or Blue Sky Research is where there is no clear definition of the target or the means. Here, the organization is experimenting with unfamiliar technologies, and unidentified markets or products. Depending on the manager, ideas and developments may be immediately recognizable as possible commercial products. A technical manager may understand a technology but a commercial manager might see a wide range of commercial opportunities. – Quadrant 2 bears the label, Developmental Engineering. It contains ongoing activity within say, manufacturing companies that continually examine production processes looking for inefficiencies and ways to reduce costs. Here the target is clear but means are unidentified. The company may start several different projects centered on different technologies or approaches along the way so there is considerable uncertainty about how to reach the target. A manager will require special project management skills here to ensure either project delivery within budget, or cancellation to avoid escalating costs. – Quadrant 3 is the Applications Engineering dimension in which there is somewhat more certainty about how the business will achieve the target, but less certainty regarding the ends. Here they explore the potential uses of known technology, and management efforts center on which markets to enter, as well as discovering how to use the technology most effectively. – Quadrant 4 is the dimension with the most certainty. Activities here center mostly on improving existing products or creating new products through a combination of market opportunity and technical capability. This is where companies use innovation to develop new product designs that use minimal and new technology, but dramatically improve appearance and performance. Managers have to make timely decisions because while certainty is highest for them, so it is for the competition. This is where a company can win or lose the race to be first to market, and commercial managers become excited because the project is close t o market with minimal technical newness.