Cultural Adaptation - 7599 Words

INTRODUCTION Cultural Adaptation explores how creative ideas are packaged and nationalised to meet local taste, maps the cultural economy of adaptation in entertainment media ranging from motion pictures to mobile phones, and even probes the role of cultural recipes and formats in mutating participatory experiences of theme parks and sporting spectacles. Written in a lively and accessible manner, the book also provides insight into remaking in lifestyle and consumption cultures including fashion, food, drink, and gambling. Essential for communication, cultural, media, leisure and consumption studies scholars and students alike, this book opens up important new perspectives on how we understand global creativity.†¦show more content†¦In Japan the buyer is the master and the seller is like a servant. This changes the whole dynamic of how products are sold and marketed. The seller is concerned with what the buyer wants, rather than what they want to sell. When the custome r’s interest is put before the profit of the company, this can lead to strong and lasting relationships between the buyer and seller. GENERAL MOTORS [pic] About General Motors industry: The General Motors Corporation was founded in 1908 and is currently the world’s largest producer of automobiles. Currently, the United States holds the â€Å"largest national market† for General Motors. China, Canada, the UK, and Germany follow the United States for GM’s largest markets. General Motors, also known as GM, currently employs people from all parts of the world with an employee population of 326,999 . The current headquarters of the company resides in Detroit, Michigan. Some of the brands that GM encompasses consist of: Buick, Cadillac, Chevrolet, GMC, GM Daewoo, Holden, Hummer, Oldsmobile, Opel, Pontiac, Saab, Saturn, and Vauxhall. Within all of these companies, GM produces vehicles in 33 countries and in 2005 9.17 million GM cars and trucks were sold globally. Along within the vehicle aspect of GM, the company also owns a financial company known as GMAC Financial Services. This sector of GM offers residential and commercial financing and insurance. Another sector within General Motors isShow MoreRelatedCultural Adaptation And Change : A New World1020 Words   |  5 Pageschanges as well as comparing two authorities on adaptation and change. Cultural Adaption and Change Cultural adaptation and change happens when you are introduced into a new culture therefore needing or having to adapt to the new environment. Another way is when new technology, medicine or other culture is introduced and the majority of society believes the change is beneficial to their society so they change it. An example of technological adaptation and change is the cell phone. 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According to Agnes and Guralnik (2008) adaptation is â€Å"a gradual change in behavior to conform to the prevailing cultural pattern (p. 15).† When elders are placed in a LTCF, whether it be voluntarily or involuntarily, they mustRead MoreStarbucks cultural adaptation in International Operations1456 Words   |  6 Pagescool. As a result the company opened stores in strategic areas where young people spend their time (in Berlin or in Paris Montmartre). Even though Starbucks has a policy of fair trade and ethical responsibilities, problems arose in countries with cultural differences and in politically unstable countries. Starbucks in a joint venture with an Israeli company (Delek group) closed its six stores in Tel- Aviv last year amid continuing conflict between Israelis and Palestinians and market challenges. Read MoreThe U Curve Model Of Adaptation1623 Words   |  7 Pagesof adapting cultural values among Africans migrants in China. The results of the analysis points out the process of adaptation followed by the influencing factors of adaptation and finally the challenges faced in the process of adaptation. By using the U-curve model of adaptation, which explained the four stages of adaptation (honeymoon, crisis, recovery, and adjustment), the study is based on the assumption that Africans migrants follow the same process and/or stages of adaptation. The U-curve

Essay on Advertising Analysis - 728 Words

Advertising Analysis Alcohol is a product that tends to be advertised by sex appeal and social class, although these specific ads factor these components in, they mainly focus on one gender and its superiority over the other. In this day and age, advertisement takes more than a simple leave it Beaver appeal; it takes something that will catch your eyes while flipping through the pages of a magazine or through channels on TV. The whole point of ads is to get you to identify with the characters or their actions, either by having the same characteristics or wanting to. Advertisement has actually gone a step further, now it is okay to be chauvinist and arrogant, even worse, it is accepted and found humorous among society. However,†¦show more content†¦The odd appearance of these houses draws one in to find out why one has something that the other doesnt. The picture is also mostly centered in the middle of the page, so when your eyes finally start to wander down to the text, youll find the sent ence, Women and men like different things. Two things that were noticeable about the text were the font style and the word, Women. The significance of the font style is that it is fun and cute, kind of like the drink. Another little add on trick is that the word women is capitalized; it stands out like it is the leader of this ad. So after a little zoning, you travel down even further to see what in the world this is advertising by an obviously derogatory picture and slogan. The perpetrator is Seagrams Coolers. With a cute little pack of wine coolers popping out of a pink circle, the picture of the ads product is followed by another slogan; this time it actually has something to do with the drink. Seagrams Coolers. Its what women like. The intended audience for this ad is by no doubt, women. I think this ad was well thought up and very effective. Although it does not straightforwardly say that women have better taste than men do, it is clearly suggested. Obviously, women are more likely to drink wine coolers so it is definitely okay that the ad is putting down men. Women can relate to the ad because they will agree with the message the ad is sendingShow MoreRelatedAdvertising Analysis : Advertising And Advertising Essay731 Words   |  3 Pagespromote sales. Since that time advertising has come a long way, with the introduction of advertising slogans and jingles cleverly designed to play on human pyschology and thereby maximise product sales. Within the last 150 years, forms of media that have been recently invented have become the most popular ways of advertising - such as radio, television and newspapers/magazines/billboards. 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Alcohol Promotion and the Marketing Industry Free Essays

Julie A. Novak International MBA Student York University Prepared for The Association to Reduce Alcohol Promotion in Ontario September 2004 Working to Reduce the Impact of Alcohol Advertising Acknowledgements ARAPO wishes to acknowledge the effort and contributions of the following individuals to this paper: Tom Appleyard, Alcohol Projects Manager, Ontario Public Health Association Ben Rempel, Alcohol Projects Consultant, Ontario Public Health Association Pat Sanagan, Co-Chair, Association to Reduce Alcohol Promotion in OntarioJulie A. Novak is an International MBA student, studying through the Schulich School of Business at York University in Ontario. We will write a custom essay sample on Alcohol Promotion and the Marketing Industry or any similar topic only for you Order Now Julie has also completed her Master’s Degree in Political Science at the University of Toronto, and a Bachelor of Science Degree from the University of Victoria. She has held positions in Public Policy in such places as Moldova and Geneva.This paper examines current marketing trends in the alcoholic beverages industry that can impact the public’s health and safety. It is important for public health organizations to be aware of trends common to the industry; this will inform and bolster their efforts as watchdogs to manufacturers and retailers of alcohol.The analysis describes the critical elements of the marketing mix, and makes a clear distinction between advertising and marketing. Advertising is an important part of the marketing mix; however, there are several other tactics and tools employed by marketers in the industry to influence consumer behaviour and to build strong brands. The paper reviews current trends in the alcoholic beverages industry generally, drawing specifically on some examples from the global beer industry.In the fight to increase market share, marketers will alter their marketing strategies in response to indust ry trends, seeking synergies that may exist between sponsorship and promotion. The paper also discusses the use of bottle labels for marketing alcohol products as an example of the overlap of product and promotion. This leads into a discussion of the relationship between advertising and packaging and how they are used to encourage selection of certain brands over others. Advertising trends, such as sexually explicit content and low-carb and health conscious media messages are also addressed.These are variables in the marketing mix. The last section discusses the current guidelines concerning marketing and promotions and the position taken by various public health groups such as ARAPO (Association to Reduce Alcohol Promotion in Ontario) in response to the current trends and tactics used in alcohol marketing and promotion with specific attention to recommendations to regulators. 1 1. 0 INTRODUCTION The Canadian alcoholic beverages industry includes brewers, wine producers and distilled spirits manufacturers. Molson Inc. s the oldest beer brand in the Canadian brewing industry and a global brand name with products that include Molson Canadian, Molson Export, Molson DRY, Rickard’s, and Brazilian beer brands Kaiser and Bavaria. Total net sales for Molson in 2004 – year ending March 31 – were $2. 5 billion. This amounted to annual profits of $2. 37 million1. Another Canadian favourite is John Labatt Ltd. , which is owned by the Belgium-based company Interbrew. The second largest brewer by volume worldwide, Interbrew owns a portfolio consisting of, among others, Stella Artois, Carling, and the popular Labatt line of beers.In 2003, Interbrew recorded a gross profit of â‚ ¬3. 6 billion, which resulted in a net profit of â‚ ¬505 million, after spending an incredible â‚ ¬1. 3 billion on sales and marketing2. The other three major players are Sleeman Breweries, Big Rock Brewing Income Trust, and the Brick Brewing Co. Sleeman, a specialty brewed premium craft beer, recorded annual sales of $1. 85 million in 20033. Big Rock Brewing Income Trust recorded net sales of $28 million in 20034. The Brick Brewing Co. , responsible for Formosa and Red Cap brands among others, recorded gross sales of $11. million for the second quarter of 2004. This resulted in a record net income of $832,000 over a three-month period5. The Association of Canadian Distillers is the national trade association representing Canada’s major distillers. The distilling industry has been estimated to generate $2. 6 billion worth of economic activity. Distillers include, among others: Bacardi Canada Inc. ; Canadian Mist Distillers, Ltd. ; Hiram Walker Sons, Ltd. ; Corby Distilleries, Ltd. ; Diageo Canada, Inc. ; and Schenley Distilleries Inc.These distillers produce popular spirits including Brandy, Gin, Cognac, Vodka, Rum, and the ever-popular Canadian Whiskey, Canada’s most established domestic and exported distilled spirit. Since 1840, there have been over 200 whiskey distilleries operating throughout the country, as Canada has gained recognition as a producer of high quality whiskey. This reputation has resulted in billions of recorded sales for the Spirits industry. For example, Diageo recorded sales of US$ 15. 6 billion in 2003. Domestic and imported spirits sales for 2003 were recorded at nearly 15 million cases (12 – 750 ml. ottles)6. The Canadian Vintners Association is Canada’s national association of vintners, representing 34 wineries and producing about 90% of Canada’s total wine production and export. Winery members include, among others, Jackson-Triggs, Peller Estate, and Hillebrand Estates. Total Canadian wine sales for 2002, was 267 million litres7. Molson Annual Report (2004). Interbrew Annual Report (2003). 3 Globe Investor (2004). 4 Big Rock Brewing Annual Report (2003). 5 Just-drinks. com (2004). 6 Association of Canadian Distillers (2004). 7 Canadian Vintners Association (2004). 1 2 1. 1 Marketing – A Definition The difference between marketing and selling is more than semantic. Selling focuses on the needs of the seller; marketing on the needs of the buyer8. According to the Business Knowledge Center, â€Å"the Marketing Concept is the philosophy that firms should analyze the needs of their customers and then make decisions to satisfy those needs better than the competition. †9 Additionally, despite misconceptions, marketing is not always advertising. In fact, advertising comprises only a small part of the overall marketing mix.The variables of the marketing mix will manifest in unique ways depending on industry characteristics as they are heavily influenced by local and global industry trends. 1. 2 Building Brand Community Building brand loyalty is key to the success of the marketing concept. Developing and exploiting crucial relationships among the customer and the brand, the customer and the firm, the customer and the product in use, and among fellow customers10 is a strategy that leads to a belief that the buyer is part of a specific brand’s â€Å"community†.These relationships are important because they enable marketers to create brand loyalty and customer retention, which yield the promise of long-term profitability and market share11. Like a social community, the brand community tends to be identified on the basis of commonality or identification among its members12. The brand community members identify through devotion to particular brands or consumption activities, which are connected to other symbols in the marketplace13.For example, a product that is endorsed by a popular celebrity or professional athlete will appeal to certain brand communities or target markets, but not all. Responses to marketing influences may be cognitive, emotional or materi al in nature and, ultimately, customers will value their relationships with their branded possessions and with marketing agents14. The basis for community identification can be on wide-ranging commonalities that are difficult to detect. The stability of a brand community through time is an asset to marketers inasmuch as longevity equates with a stable market.Additionally, if marketers are able to successfully identify where a potential brand community exists, they can use it to bolster their marketing efforts and build brand loyalty. Furthermore, marketers will tailor their strategies such that they resonate with particular existing communities. If used effectively, this knowledge can be a powerful tool for marketers, as they will have greater insight into some of the motivations behind consumer behaviour. 1. 3 Global Alcoholic Beverage Perspective It is impossible to discuss the Canadian alcoholic beverages market without considering the global perspective.In particular, the global beer industry is facing increasing pressures 8 Levitt (1986). Business Knowledge Center (2004). 10 McAlexander et al. (2002). 11 Ibid. 12 Ibid. 13 Ibid. 14 Ibid. 9 3 of internationalization and consolidation, which are both the result and the cause of industry-wide mergers, acquisitions, partnerships and strategic alliances. Facing low prospects for volume growth in mature, developed markets and increasing competition, brewers continue to seek growth through acquisitions of other brewers or by aggressive participation in developing markets15.Indeed, the top ten brewers worldwide now account for more than half of the entire world’s beer, which is an industry first16. Given the lack of volume growth opportunities in the North American market, the industry trend of increased marketing and advertising spending continues as companies try to differentiate their brands in a highly saturated market. Not only is the market saturated, but the marketing media are cluttered. In order to achieve standout in a cluttered industry, breweries continue to develop creative ideas that generate excitement around their brands.Smaller breweries, in particul ar, try to increase brand recognition through provocative or racy ad campaigns since they cannot hope to compete on the same scale as their larger competitors with respect to the total amounts spent on marketing and advertising. 1. 4 The Marketing Mix It is important to understand all of the variables that comprise the marketing mix, or the 4Ps of marketing: Product, Price, Place and Promotion. The 4Ps are the variables that marketers can control in order to best satisfy the customers in the target market17.First, the product is the physical product or the service offered to the consumer, which can include additional services or conveniences that are part of the offering. Marketers can adjust certain product characteristics such as the functionality, appearance, packaging, brand, quality and service. The second variable, price, reflects company considerations such as profit margin and competitor pricing, including discounts. Third, place refers to the decisions associated with channels of distribution that act as a means of reaching the target consumers. This includes the channel members along the supply chain, market coverage and the various service levels. Finally, promotion decisions are all those that relate to communicating and selling the product to potential customers. These may include advertising, personal selling, media, public relations and budget. Thus, marketing is a multi-dimensional function that yields a variety of effects. In the alcoholic beverages industry, a mature and highly competitive market, companies experiment with their marketing strategies regularly.The focus of this paper is primarily on promotion and product and, specifically, how these two variables are manipulated in tandem by marketers to create powerful marketing strategies. 15 16 Todd (2004). Ibid. 17 McCarthy (1975). 4 1. 5 The Impact of Advertising on Consumption and Related Problems Alcohol advertisers use effective advertising techniques to reach the youth market. Such techniques link alcohol to physical attractiveness and sexiness, promote age identification through the use of spokespeople, and use humour, music and popular culture icons18.In 2002, $160 million was spent on alcohol advertising in Canada19 and alcohol appears in approximately two thirds of all programs watched by Canadian teens at an average rate of 8. 1 drinking references per hour20. The consequences of alcohol advertising on public health and safety are considerable. Alcohol use plays a substantial role in all three leading causes of death among youth – unintentional injuries (including motor vehicle fatalities and drowning), suicides and homicides21.Alcohol advertising is linked to patterns of heavy drinking, drinking in dangerous situations and deaths from alcohol-related motor vehicle crashes22. In one study, the chances of drinking alcohol rose by nearly 10% for teens who watched an extra hour of regular television programming per day23. 2. 0 CURRENT MARKETING TRENDS 2. 1 Synergies Between Promotion and Sponsorship Currently, a dominant trend in the alcohol industry is a link between promotion and sponsorship. Companies are attempting to capitalize on the ynergy that exists in this area as they move deeper into the global arena to achieve a greater return on their marketing expenditures. The term synergies denote opportunities for collaboration in which the result that can be achieved is greater than the sum of the individual efforts. An example is the positive spillover of media exposure that results when a brand becomes the official sponsor of an international sporting event, especially one with wide television coverage. In effect, this amounts to a cost-effective marketing campaign for the sponsoring company, assuming the outcome is consistent with the overall brand identity.Another factor contributing to the drive for synergies is the seasonality of this industry. Manufacturers prepare for the summer beverage-selling season by ramping up production, increasing their marketing and seeking sponsorship deals, which act as promotional vehicles for new launches and summer products. Sponsor ship agreements with internationally recognized sporting events help to enable a brand to stand out among the clutter. McKenzie (2000). AC Neilson (2004). 20 Robinson et al. (1998). 21 AMA (2003). 22 McKenzie (2000). 23 Robinson et al. (1998). 19 18 2. 1. 1 Sports Sponsorships Alcohol manufactures are increasingly seeking contracts for official sponsorship of highprofile sporting events as they realize the opportunities for synergies between promotion and advertising. The Canadian Code of Advertising Standards, produced by Advertising Standards Canada states: â€Å"products prohibited from sale to minors must not be advertised in such a way as to appeal particularly to persons under legal age. [And] people featured in advertisements for such products must be, and clearly seen to be, adults under the law24. High profile sports sponsorships with a heavy advertising component risk being in violation of this regulation. Two of the major international sporting events in Canada, the Roger’s Cup in Montreal and the Tennis Master’s Series in Toronto are sponsored by breweries. Sleeman is the official sponsor of Tennis Canada in Montreal; Heineken, which is part of the Molson portfolio of brands, is the sponsor in Toronto. The situation in Canada reflects a global trend. In late 2003, Heineken signed a deal with the British Olympic Association (BOA) for exclusive sponsorship rights.The deal is part of a â‚ ¬50 million global investment by the brewer25, giving the company exclusive rights to the BOA logo. Sponsorship deals are considered an opportunity for alcohol manufacturers to establish global brand recognition in a competitive industry. With huge budgets behind sponsorship deals, and the wide international exposure that results, it is very difficult for watchdogs to monitor the visibility of alcohol brands. The clientele and audiences at sporting events such as the Olympics are of all ages, youth included.Therefore, limiting exposure of beer ads only to legal age consumers is nearly an impossible undertaking. In April of 2004, NASCAR (National Association for Stock Car Auto Racing) in the US was strongly considering changing its policy to allow hard-liquor brands to sponsor teams in its top tier Nextel Cup Series26. Though such a move could alleviate sponsorship problems for some drivers, it could threaten NASCAR’s desire to become more family friendly. With this in mind, NASCAR rejected Diageo’s bid to become official sponsor.This move did not prevent Diageo from landing a sponsorship deal: the company secured a top sponsorship contract for its brand Crown Royal. Crown Royal was signed to be the title sponsor of the International Race of Champions (IROC), one of the NASCAR events. This marked the first time a hard-liquor marketer was allowed a title sponsorship for any sport, although Diageo’s Smirnoff Ice Triple Black brand has sponsored individual drivers. However, when Diageo’s Crown Royal brand signed on as the title sponsor for the IROC series in January, NASCAR reiterated its ban on sponsorships from hard liquor and chewing tobacco companies.NASCAR has a long history of partnering with beer marketers for races, but accepting hard-liquor brands would be a complete reversal of NASCAR’s position. Such changes in sports sponsorship have vast implications for industry players, marketers and public health groups. In the case of Diageo, the sponsorship deal is one step toward 24 25 Advertising Standards Canada (2004). Anonymous (a) (2003). 26 Thomaselli (2004). p. 1 6 the achievement of the company’s long-term goal of leveling the marketing playing field with beer. 7 As an example, with the three-year deal, Crown Royal will have extensive television exposure, since IROC just sealed a one-year TV pact with Speed Channel, a cable subsidiary of News Corp. ‘s Fox28. Such exposure is difficult to track and, thus, even more difficult to regulate. Although spirits have so far been prohibited from becoming sponsors, hard-liquor companies can, and have, used their malt beverage products or RTD (Ready to Drink) products29 as sponsors. Diageo’s Smirnoff Ice, for instance, is one of the sponsors of driver Matt Kenseth, last year’s NASCAR champion. . 1. 2 Promotion and the Entertainment Industry Another advertising tactic used by liquor companies is cross-promotion with the entertainment industry. This could include joint promotional campaigns between film studios and alcohol brands or between liquor companies and music tours and concerts. An example is the recent collaboration between Adolph Coors Co and Miramax’s â€Å"Scary Movie 3†, which was released at the end of 2003. Coors not only advertised around the promotion of this film, but it also had its spokeswomen, the Klimaskewski twins, appear in the film itself30.This technique is another way for companies to realize synergies in marketing and promotion, as there exists the potential to reach a broader audience than could be reached through a simple television commercial or magazine ad. In this case, Coors was attacked by the Marin Institute – a public health and safety group – for its involvement in the film promotion. The Marin Institute accused Coors of defying the alcohol industry’s guidelines by promoting its connection to this film31. Given the PG-13 rating of the film, there was no way of ensuring that under-age viewers were not exposed to the ads.In the music industry, there are many examples of activities involving cross-promotional campaigns with alcohol companies. These campaigns are used to achieve synergies from the combined effect of promotion and advertising. Molson Canadian uses this technique regularly, teaming up with Napster to provide music downloads and other special music offers. The company launched a campaign contest that involved the giveaway of a â€Å"Molson Canadian Rocks Summer Soundtrack, as well as weekly chances to win concert tickets†32. Trends in promotion and sponsorship in the alcohol industry are of concern to public health groups because they have the ability to reach a wide audience, with little or no regulation. Other forms of promotion and sponsorship exist, however a description of each is beyond the scope of this paper. 27 MacArthur (2004). Ibid. 29 RTD: Ready-to-drink alcoholic beverages, such as Smirnoff Ice and Mike’s Hard Lemonade. 30 MacArthur (2003). 31 Ibid. 32 Molson Insider (2004). 28 7 3. 0 ALCOHOL MARKETING AND THE INTERNET Alcohol companies are using digital marketing as a medium.The Center for Alcohol Marketing and Youth (CAMY) in the US found that alcohol company websites have sizeable youth audiences and contain content that is attractive to youth33. In particular, games, cartoons, music and a variety of high-tech downloads fill many of these sites. In addition, programs designed to allow parents to block their children’s access to these sites often fail to do so34. In fact, fifty-five alcohol websites tracked by comScore Media Metrix during the last six months of 2003 had almost 700,000 in-depth visits from underage persons35. Alcohol websites continue to be a cyber playground, with many features attractive to youth36. CAMY executive director Jim O’Hara identifies content such as customized music downloads, instant-messaging accessories and games including putt-putt golf, football and spin the bottle37. A recent website probe done by the Federal Trade Commission’s (FTC) Division of Advertising Practices in the US found that both Coors and Anheuser-Busch have sites with downloadable music, online games and ring tones38.In fact, as teens start to log more hours surfing the Web than watching television, CAMY and other groups are calling for more regulation on the largely unregulated medium. Jim Hacker, director of the Alcohol Policies Project at the Center for Science in the Public Interest, asserts, â€Å"The industry should remove themes, music, language and attractions that clearly appeal to underage people. †39 A key issue for health and safety groups is the ease of foiling the age re quirement for viewing beer company websites.An age bar is supposed to weed out youngsters who find the sites attractive, but the investigation discovered that online forms can inadvertently â€Å"tip† kids to fill in fake answers. The trade journal Brandweek visited two websites, Coorslight. com and Budweiser. com and was able to enter several fake birth dates from the same computer, gaining access each time40. When questioned, John Kaestner, VPconsumer affairs at Anheuser-Busch, said the brewer had followed federal guidelines in its age-check system. Other websites attracting attention from the FTC are Bacardi. om, Skyy. com and the Anheuser-Busch site BudLight. com, according to a study by CAMY 41. The claim is that these sites had the highest percentage of underage people making an in-depth visit during the second half of 2003. The findings, which were released in March 2004, showed that 59 percent, 47 percent and 34 percent of visitors who looked at three or more pages on those previously mentioned sites were underage42. Overall, minors initiated 13. 1 percent of in-depth visits to the 55 branded alcohol sites included in the study. 33Center for Alcohol Marketing and Youth (2004). Ibid. 35 Ibid. 36 Mack (2004). 37 Ibid. 38 Edwards (2004). 39 Ibid. 40 Ibid. 41 Ibid. 42 Ibid. 34 8 This trend is especially worrying for public health and policy groups since the Internet knows no boundaries, and its content is therefore very difficult to regulate. Alcohol advertising on the web and music downloads have the power to reach all Internet users around the world, of any age. 4. 0 -THE ROLE OF LABELING AND PACKAGING IN ALCOHOL MARKETING The alcohol industry relies heavily on the use of labeling and packaging as a irectmarketing tool in the promotion and differentiation of its products. One of the obstacles facing design marketers is that while standout is paramount, they are all starting with the same structure: a simple bottle or can43. Since it is not possible to have a vastly different pack, companies differentiate themselves with creative labels or packaging. Marketers in the alcohol industry aim to create synergies among label designs, packaging and advertising, such that the overall brand image more quickly achieves wide recognition.The intended result of this coordination is a more effective and integrated means for alcohol companies to communicate with their consumer base, thus encouraging the selection of their product over another. If the product already has a strong brand identity, it is not critical to feature the pack in the ads. In this case, the advertising may be used to communicate other elements of the brand message to create the desired reputation and image with the target audience44. On the other hand, including a shot of the bottle in ads will enhance brand awareness at point of sale and ensure a more integrated approach to branding45.Approximately 60 percent of people in bars and pubs have not decided what drink they want until after they get there46. This is an enormous opportunity for brands to reach their target mark ets directly at the retail level with eye-catching labels that resonate with consumers. Product labels are the final point of brand contact between the company and its customers before the purchase is made. Thus, a brand’s name and how it is shown on the label can be an effective way of generating sales. The main challenge is finding a way to differentiate a standardized product while developing a strong, consistent brand identity.This is an example of the interaction of product and promotion, two elements of the marketing mix. Some of the methods used in the ready-to-drink and premium beer sectors, for example, include shrink-wrapping, bright colours and innovations such as metallic-effect labels47. In addition to a unique label, a catchy name, such as Smirnoff Ice or Mike’s Light will add symbolism and help increase standout and attract consumers. Brand awareness is critical for alcohol companies, and developing a strong brand is especially vital for new brands. The rationale for coordination between promotion and product is that young people, and other potential consumers, will see the campaign in Edwards (2004). Brabbs (2002). 45 Ibid. 46 Ibid. 47 Ibid. 44 43 9 cinemas and style magazines and more easily recognize it from other advertising media 48 . An additional reason to invest in labeling and packaging is flexibility. A shrink-wrap sleeve can be changed frequently, allowing the brand to adapt its appearance more easily to changing styles and trends.Unusual colours or unique label designs can help encourage selection of one product over another at the retail level. The techniques used by marketers are very subtle, such as borrowing design language from parallel markets for encouraging cross purchasing such as â€Å"Atkins friendly†, â€Å"light† or â€Å"low-carb. † Finally, if a particular brand is experiencing low or declining sales, a company can easily reposition it by superficially altering the image and, hence, reinventing a product to reach a new market. 5. 0 TRENDS IN ADVERTISING TECHNIQUESCertain techniques are used by advertisers to attract and engage consumers to their products. These have traditionally included such techniques as humour, sex appeal, popular music, describing benefits of the product, and creating a fun, enjoyable atmosphere. These techniques are used very effectively by alcohol advertisers as well, as they create a high ‘liking’ of advertisements among consumers49. High levels of effective alcohol promotion inculcate pro-drinking attitudes and increase the likelihood of heavier drinking50.For these reasons, the irresponsible use of advertising techniques is a growing concern among health and safety advocates. 5. 1 Sexually Explicit Content The alcoholic beverages industry has long been accused of exploiting male sexual fantasies in order to advertise its products. However, this approach has recently, in some opinions, reached new levels of exploitation. Early in 2004, Labatt Breweries of Canada aired an ad during the January Super Bowl telecast that caused industry watchdogs to protest. The ad featured two beautiful women kissing, ostensibly to share lip-gloss51. Advertising Standards Canada (ASC) received 113 complaints about this ad in the first quarter and it was soon taken off the air52. The ASC reported that there was nothing wrong with the ad, other than it should run after 9:30pm. This ad is representative of the ‘simulated lesbianism’ trend in beer advertising, clearly a ploy to reach the male heterosexual audience. Labatt is not the only brewery to take this approach.During the same time period, Moosehead Light of New Brunswick launched a series of ads called â€Å"Enjoy the Nature. † In one of the ads, two men look on and crack open beer cans as two beautiful women dance sensually together in the forest. Ibid. Grube (1996). 50 Babor et al. (2003). 51 Brent (2004). 52 Ibid. 49 48 10 5. 2 Low-Carb Phenomenon Health Benefits Alcohol marketers must understand the psycho-behavioural forces influencing choice in order to devise effective marketing strategies. These forces are not easily identifiable in any industry.The beer and alcohol industry is not an exception and alcohol marketers have been slow to discern which factors most significantly influence brand selection. Although the sexual angle remains very common in alcohol promotion, the industry seems to be shifting gears. Instead of trying to titillate men by invoking male fantasies, marketers are now instilling fear in them about getting fat. In a feature article the Financial Times reported that beer marketers in the US have made an intriguing psychosexual discovery about male insecurity53.The argument advanced is that men are increasingly more concerned with what they look like than how they will perform in the bedroom. Beer brands such as Anheuser-Busch’s Michelob Ultra, Coors Light and SABMiller’s Miller Lite are focusing their advertising on the millions of Americans on low-carbohydrate diets, which they have realized does not include only women. By contrast, marketing campaigns linking beers to explicitly sexual imagery have been less effective54. The implication for public health groups is that efforts aimed at regulating sexual content should be reexamined.It is possible that a greater impact could be achieved through aggressive targeting of ads that portray a health or nutritive benefit of alcohol consumption. As an example, Coors, the third-largest US brewer55, recently developed new ideas for its low-calorie Coors Light. The two-year campaign featuring scantily clad women and rock music was unsuccessful in increasing beer sales for the company. Beer companies are slowly discovering that sexual appeals are fun and diverting but they rarely change consumers’ brand prefer ences. The idea that â€Å"light beer† is less macho and thus less likely to appeal to young men is fading.In fact, it is difficult to think of a major beer company that has not introduced a low-carb brand. The success, in general, of low-carb offerings is evident in food store data compiled by AC Neilsen. In the four weeks ending June 12, 2004, sales volumes were up 56 percent for Michelob Ultra and 15. 6 percent for Miller Lite56. For Coors Lite, which has been slower to alter its marketing campaign, sales volumes were down 2. 7 percent57. Major breweries are responding to evolving consumer demands and are providing what could be the emergence of a new sub-category of beer58.As more companies enter the low-carb market, the competition increases for market share. This translates into bigger marketing and advertising budgets as companies fight for a larger slice of the market. The latest focus on a more health-conscious lifestyle has shifted the marketing emphasis away from sensuality and sex to body image and achieving athletic success. Some 53 54 Silverman (2004). Ibid. 55 Coors merged with Molson in July 2004. The new company is the 5th largest Brewery by market share worldwide. 56 AC Neilson (2004). 57 Ibid. 8 Brieger (2003). 11 industry experts expect this trend to stick around if not because of Atkins devotees but because of aging baby boomers, who tend to prefer light and low-carb beers59. The way forward in the alcoholic beverages industry will be through low-carb advertising, which can be seen as a serious response by the beer industry to a common male anxiety about growing fat, the proliferation of a healthy lifestyle among consumers, and the widespread belief of certain health benefits in drinking a low-calorie, low-carbohydrate beverage60.The low-carb trend is not exclusive to the beer industry. In May of 2004, the Vancouverbased Marc Anthony Group launched a new vodka-based beverage called Mike’s Light, which was targeted at the millions of Canadians on low-carb diets. The lemon-lime beverage, which is part of the ready-to-drink (RTD) alcoholic market, contains just one gram of carbohydrate and 76 calories and is expected to bring new drinkers into the market61. Already, the RTD market in Canada is estimated to be worth $450 million per year in sales.Additionally, with its low- calorie and low-carb options, the RTD market has the potential to increase consumption of alcoholic beverages as consumers switch from light soft drinks to lighter malternatives62. Marketers in this industry are deliberate in promoting RTD products as alternatives for the health and weight-conscious consumer. It is misleading for brewers to promote low-carb beer as being â€Å"Atkins friendly† or as having overall health benefits and doing so goes against the Canadian Food Inspection A gency’s 2003 Guide to Food Labelling and Advertising. Under these guidelines, lowcarbohydrate claims are not approved. Similarly, according to Advertising Standards Canada, â€Å"No advertisement shall be presented in a format or style which conceals its commercial intent†63. This pertains to misrepresenting beer as having health or athletic benefits. The low-carb claim is of concern to public health groups such as ARAPO because it is both misleading to consumers and has the potential to influence consumer behaviour. 6. 0 ACTIONS TO ADDRESS CONCERNS ABOUT THE MARKETING OF ALCOHOL There have been several responses to concerns about the impact of alcohol marketing ranging from education and awareness to legal action and civil suits.Internationally, there are groups that advocate changes in alcohol marketing regulations as well as educate professionals and the public about the risks associated with a proliferation of alcohol marketing efforts. These include: Global Alcohol Policy Alliance (UK): www. ias. org. uk Eurocare – Advocacy for the prevention of alcohol related harm in Europe (Europe): www. eurocare. org Center for Science in the Public Interest – Alcohol Policies Project (US): www. cspinet. org Ibid. Business World (2004). 61 Bellet (2004). 62 The market or ready to drink alcoholic beverages is called the malternative market in the US. 63 Advertising Standards Canada (2004). 60 59 12 BeerSoaksAmerica. org – A Response to beer company propaganda (US): www. beersoaksamerica. org The Marin Institute (US): www. marininstitute. org Center for Alcohol Marketing and Youth (US): www. camy. org In Canada, there are guidelines for advertisers that outline what are considered appropriate tactics for marketing products. These guidelines can be found on the Advertising Standards Canada (ASC) website (www. adstandards. om) for all forms of advertising or on the Canadian Radio and Telecommunications Commission (CRTC) website (www. crtc. gc. ca) for radio and TV ads. Currently these guidelines are not enforced and rely on a voluntary paid-submission to ASC by the advertiser. Alcohol is one product that seems to have fallen prey to this lack of regulation with many advertisers outright disregarding the guidelines. In Ontario, there are alcohol-advertising guidelines that are overseen by the Alcohol and Gaming Commission of Ontario (AGCO) and can be found at www. gco. on. ca. Before 1997, the CRTC was involved in pre-screening advertisements before they were aired. In 1997, this responsibility was transferred to ASC for national cases, and the AGCO for Ontario specific cases. However, in 1997 the regulations changed to â€Å"guidelines† and preclearance was replaced with â€Å"voluntary submission†. As a result, the responsibility of monitoring alcohol advertising shifted from the CRTC to the general public, as advertisements are now only challenged based on a complaint format. Advertisers, fearing very little in terms of consequences, often disregard the guidelines completely, particularly the following: Alcohol advertising should not: appeal to persons under the legal drinking age associate drinking with activities that require care and skill imply that drinking is required in enhancing enjoyment of any activity imply that drinking is required in obtaining sexual opportunity or appeal64. A study done by CAMY in 2002 found that as the alcohol industry increased its advertising expenditures, more ads were seen by youth.In fact, all 15 of the shows most popular among teenagers included alcohol ads. â€Å"Survivor,† â€Å"Fear Factor† and â€Å"That 70’s Show† were among those with the most ads65. The dramatic increase in youth’s exposure to alcohol brands in magazine and TV advertising suggests that the industry’s guidelines are so permissive that, in practice, they amount to no limits at all. Concerned about the lack of regulation and increase in alcohol ads – and as a result, increase in consumption – health and safety advocates respond to aggressive marketing with specific strategies, as discussed next. . 1 Awareness, Education and Skill Building The Association to Reduce Alcohol Promotion in Ontario (ARAPO) is funded by the Ministry of Health and Long-Term Care to provide resources and support to individuals and groups about media literacy and critical thinking skills as they apply particularly to 64 65 AGCO (2003). Anonymous (c) (2004). 13 alcohol. Resources include research papers and presentations to youth and health promotion professionals about the impact of alcohol advertising on youth drinking patterns, particularly heavy drinking. 6. 2 Internet ActionThe Center for Alcohol Marketing and Youth uses a vivid Internet presence to attract viewers to their site to examine what others are doing around alcohol marketing. Along with a searchable marketing gallery and steps to take action, CAMY regularly publishes research papers on Youth and Alcohol. An example of this is a recent paper titled The Internet, Alcohol, and Youth, which looks at the impact of Internet alcohol websites on underage drinkers. It is available through CAMY’s website at www. camy. org. 6. 3 Complaints to Regulators and ResultsWhile ASC does not demand that advertisers clear their ads before going to the public, they do respond to complaints by the public. A recent example of this was the Don Cherry â€Å"Bubba† ad that was pulled following complaints that Don Cherry is seen as a role model for underage youth – and therefore could not be used as a spokesperson for beer. Groups like the Ontario Public Health Association, responding to concerns about the impact of alcohol advertising on the public’s health and safety, have sent recommendations to both the provincial and the federal regulatory bodies. These recommendations include: Continued pre-clearance of alcohol ads, at the final stage of production by federal and provincial bodies with a strong public interest mandate More effective regulation of lifestyle alcohol advertising, promotions and sponsorships Establishing clear guidelines regarding industry-sponsored responsible drinking messages and public education programs, particularly those appealing to, or directed at, young people Capping the total amount of alcohol advertising and introduce improved mechanisms for monitoring compliance with existing or new regulations Focusing on effective deterrence, monitoring and enforcement measures.This would include a stronger role for community groups in the monitoring and enforcement of fede ral and provincial advertising provisions, including membership in panels previewing and monitoring alcohol advertising66. 6. 4 Class Action Suits Against Alcoholic Beverages Industry Consumers’ attorneys across the U. S. have begun to target the alcoholic beverages industry, filing lawsuits that claim that some leading brewers and distillers are using slick advertising to sell products to underage drinkers67. In November 2003, attorneys led by David Boies III filed suit against brewers Coors and Heineken, distillers Diageo and 66 67 OPHA Position Paper (2003). Willing (2004). 14 Bacardi and the makers of Zima and Mike’s Hard Lemonade68. The suit accused the companies of using a â€Å"long-running, sophisticated and deceptive scheme†¦ to market alcoholic beverages to children and other underage consumers69† Boeis’ lawsuit alleges that alcohol companies place ads in magazines such as Stuff, FHM and Spin that appeal to males under the age of 21, or in Glamour, which is oriented toward females of similar ages70.The suit claims that ads placed in these magazines are designed to push people younger than 21 to obtain alcohol illegally71. The same is true in TV advertising, where many alcohol ads reach young people not old enough to drink. The class-action suits filed against the alcohol industry since November 2003 have caused alarm in the industry because the lawyer be hind them is David Boies, who represented the Justice Department in its antitrust action against Microsoft72. The suits claim that booze ads targeted at adults spill over onto younger audiences73.According to another law suit filed in Los Angeles Superior Court in 2004, AnheuserBusch and Miller Brewing are targeting minors through ads and developing products that look and taste like soft drinks in order to lure underage consumers to their brands74. The suit claims that beer-makers are marketing alcoholic beverages known as â€Å"Alco pops† to minors. These include Doc Otis’ Hard Lemon Malt Beverage, which is made by AnhesuerBusch, and Miller’s Jack Daniel’s Original Hard Cola. Both of these beverages closely resemble soda pop with sweet flavours, bright colours and youth-oriented packaging. CONCLUSIONThe domestic alcoholic beverages market is considered mature, with limited opportunities for growth. One way for alcohol manufacturers to increase their sales volume is by taking market share away from their competitors; another is to expand the overall size of the m arket. To achieve these goals, alcohol manufacturers continue to invest substantial resources and capital into their marketing strategies because they believe it is necessary for expanding the market and increasing their margins. It will be important that public health groups focus their research on certain elements in the marketing mix.These include where the product is sold and what are the broad social trends marketers are using to communicate with target markets. This analysis summarizes significant influences in consumer behaviour. This paper advises that efforts be directed not just to alcohol advertising, but also to the overall marketing strategy of alcohol manufacturers, and especially the techniques outlined above that encourage and influence selection. 68 69 Ibid. Ibid. 70 Ibid. 71 Ibid. 72 Edwards (2004). 73 Ibid. 74 Anonymous (b) (2004).15 BIBLIOGRAPHY AC Nielsen. Bruchener, Andrew. Personal Conversation. March 2004. Taken from the ARAPO Fact sheet 2004. Advertising Standards Canada. (2004). Canadian Code of Advertising Standards, Code Provisions. www. adstandards. com. Accessed September 2004. Alcohol and Gaming Commission of Ontario. (August 2003). Liquor Advertising Guidelines: Liquor Sales Licensees and Manufacturers. www. agco. gc. ca. American Medical Association. (2003). Research and Facts about Youth and Alcohol. USA: AMA. Taken from the ARAPO Factsheet, 2004. Anonymous (a). (2003). News: In Brief. Grocer. Nov. 8. 226;7629:9. Anonymous (b). (2004). Beer-makers target minors with soda-like alcoholic drinks. Sentinel. Feb. 12-18;p. A20. Anonymous (c). (2004). Study faults alcohol advertising on TV for hitting young viewers. Wall Street Journal. (Eastern Edition). April 22. New York. Association of Canadian Distillers. www. canadiandistillers. com. Accessed August 2004. Babor, T, and R, Caetano, S, Casswell, G, Edwards, N, Giesbrecht, K, Graham, J, Grube, P, Gruenewald, L, Hill, H Holder, R, Homel, E, Osterberg, J, Rehm, R, Room, I, Rossow. (2003). Alcohol: No Ordinary Commodity – Research and Public Policy. Oxford, UK: World Health Organization. Big Rock Brewing Income Trust. Big Rock Annual Report: December 31, 2003. www. bigrockbeer. com. Accessed September 2004. Brabbs, C. 2002). Bottle Beer Beverages Battle to Stand Out: Alcohol brands are using design to make an impact in a cluttered bar. Marketing. 27-28. Brent, P. (2004). Tongues cluck over Labatt’s lip service. Toronto: The Financial Post. FP4. Brieger, P. (2003). Molson’s to brew a low-carb beer. CanWest News; Financial Post. December 22. Business Knowledge Center. The Marketing Concept. www. netmba. com. Accessed September 2004. Business World. (2004). Health Benefits Push Light Beer’s Growth. June 21. Bellet, G. (2004). Mike’s Hard Lemonade Introduces Low-carb, low-calories beverage. CanWest News. May 19. Canadian Vintners Association. How to cite Alcohol Promotion and the Marketing Industry, Papers

Compare and Contrast The Characters of Romeo and Juliet Example For Students

Compare and Contrast The Characters of Romeo and Juliet In the famous play of Romeo Juliet, written by William Shakespeare, two teenagers decide to challenge the views of the strong patriarchal society that was lived in over 100 years ago. Patriarchy means that men were in control of women; women had no way of standing up to them. They were used as slaves and to reproduce. Patriarchy was just another way of life in Verona, in Shakespearian times; men were the dominant sex. Women were treated like they were just a piece of meat, often struck to the ground whenever they spoke out of place. Romeo and Juliets relationship challenged patriarchy because Juliet was dominating Romeo in some ways; by challenging him he was confused, when Juliet was doing this she tried to show Romeo that men and women are equals. This was the first that any woman had decided to try and dominate a relationship. If many women challenged their relationships just as Juliet did, then the world patriarchal society could be changed forever. The relationship between sexes in Act 1 Scene 1 is not very romantic, it is abusive and women are shown as mediocre to men because they were seen as weak. Shakespeare shows this by using the sexual violence between them with the thrust. Sex and violence are used together in this scene as Sampson says When I have fought with the men, I will be civil with the maids, I will cut off their heads. Here he is saying that after killing any Montague he will be rape the maid and then cut off their heads. In Act 1 Scene 3 the nurse tells Juliet a story about her husband making a joke about Juliet falling over onto her back when she was just an infant. When she says, Thou wilt fall backward when thou has more wit what he is saying here that Juliet will once again be on her back when she is older but she will be enjoying it and not in pain, she will do this for sex. This shows the social expectations of women in those days, where they were shown from a young age that these inequalities are taught and accepted. It is also unsettling to know that the man thinks that it is right to treat small girls in this sexual way. Shakespeare shows that patriarchy isnt just men treating women badly; he also shows that women treat each other badly as well. In Act 1 Scene 3 Juliet was asked a question about how she would feel about marriage, Juliet clearly states that she is not interested in a fairy tale view of love. She has a view of a love in a very realistic sense and regards it in very practical ways. It is because of this tha Juliet gets told off by the nurse, the nurse looks at it in a degrading way and indicates that Juliet is acting like a whore. Juliet has no control over the decision she told that she is going to marry Parris and does not have a choice. She realizes that she has no control over her life and she now power at all, she says, Than your consent gives strength to make it fly here she is admitting that she may not like Paris when she marries him but realizes her mothers decision to decide her love in the future. In the first four scenes of Romeo Juliet Shakespeare sets up a society very quickly showing that there is violence towards women. It is also the case that Romeo and Benvolio try to just get women into bed and not think about their thoughts and feelings, as if it were a battle, men against women and men being the winners. Shakespeare shows that when Romeo meets someone who is willing to challenge these strong patriarchal ways then the audience would be shocked, thats exactly what he did to keep the audience interested with the play. When Romeo met Juliet he was just as shocked as the audience to find that there was a women wanting to changes this way of life. Portia is a mixture of both attractive and less attractive qualities EssayIn Act 3 Scene 5 Romeo and Juliet are just waking up after spending their last night together in Verona before he has to go to Mauntua because of his banishment for murdering Tybalt. It is fascinating that they take it in turns to persuade each other to stay over for the night and then argue against it. This shows it is an open relationship where both take it in turns to dominate each other and say what to do. The fact that the only freedom that have is achieved is in secret is representative of the way patriarchy takes control of their thoughts, feelings and wants. In act 3 Scene 4 Lord Capulet shows the way of the patriarchal society in Verona by showing that he has the right to make his daughter marry who ever he chooses. This is the complete opposite to what the audience have already seen, in past scenes of the play, where Romeo and Juliet create their own relationship without others interfering. At this point Juliet is already married when she is told that she must marry another man, this use of dramatic irony increases our awareness of the lack of control that Juliet has in creating her own relationship and identity in the future. When her father enters the room she pleads with him that she shouldnt marry when she says, not proud, you have; but thankful, that you have: proud can I never be of what I hate; but thankful even for hate, that is meant as love. Here she is saying that her father allows her to love but the love is based on hate. Lord Capulet shows the nature of patriarchy when he says, Speak not, reply not, do not answer me; my fingers itch. He is saying to his own daughter that when she was born he was not blessed, but cursed. This shows that when she stands up to patriarchy she is looked at as evil and corrupted; almost as if she was against the will of God. Lady Capulet at this time says nothing until Lord Capulet gets violent, she tries to pull him off of Juliet as does the nurse but he just strikes his own wife to the ground feeling no shame about it. When he leaves in rage, Juliet asks for help and forgiveness from her mother, but she just says that Juliet is no daughter of mine. This showing that there are also women against women in this patriarchal society. Verona was a place which was used to death, violence and power. Romeo and Juliets suicide exposes and challenges the foundations of the patriarchal society they were introduced to when they were born. When he saw Juliet he killed himself in the name of love. Juliets suicide has great representative value in the sense that she uses a dagger to kill herself. This weapon has been shown to be only used by men, so when she used it on herself it showed masculinity and power. She takes control over her own life for once as uses that power to kill her self to be with the one she loves. When he saw Juliet apparently dead he took his own life. This showed that a woman could control the destiny of a man which was fundamentally against the patriarchal society of Verona.

Girls In Their Summer Dresses Essays - Loaded Question, Girl

Girls In Their Summer Dresses This story is one that I can certainly understand and have quite intense feelings about. I must hold my tongue, though, as I do not wish to offend, but to rather offer some insight to Michael's side. Most importantly, Frances should have never asked her husband about looking at girls. That is a loaded question and one that will ALWAYS lead to an upset female, possibly with tears. A similar question that warrants the same ending goes like this, "If you could change one thing about me, what would it be?" Now, how can a guy answer that without sounding like a total jerk? It is an impossible feat. The guy wants to be nice and says "nothing." Good answer? Wrong! The honest answer will make the girl feel inadequate, ugly, fat, etc. It is a no-win situation for the male victim. That is what happened to poor Michael. He could not deny that he looks at other women, and for this he greatly upsets his wife. I have absolutely no sympathy for Frances. She asked for the truth and she could not handle it. The advice I offer is to deal with it. Michael loves his wife dearly, but he is still a guy. He sees women everywhere and has normal thoughts about them. However, that does not mean he doesn't love his wife or that he thinks she is not good enough for him any more, but that is the woman thought. That is the way it is and it will never change. There are just biological differences between men and women, and this is a big one.

Essay Sample on Commissioning and Final Acceptance of Projects

Essay Sample on Commissioning and Final Acceptance of Projects Introduction This paper highlights the ways in which to handle conflict between contractors and clients. In this sample, the contractor was tasked with the construction of a building. However, during the commissioning process of the building, an inspection report by a building inspector and engineer revealed that there were minor defects in the HVAC system. Therefore, as the agent representing my client, I am tasked with dealing with both the client and the contractor so as to come up with an amicable solution with regards to the problem at hand. Commissioning Process The commissioning process was done by a professional building inspector and engineer as stipulated by the contract between the civil engineer and the representatives of the client. The contractor was to deliver the building as fully operational. The same company was to be paid a lump sum that would cater for all costs. This would include the hiring of another electrical firm to handle all electrical installations. The HVAC system was part of the electrical system. However, the main contractor wanted to be paid an extra sum to repair the HVAC system but the client refused to do so stating that those were not the terms of agreement as stipulated by their contract. Therefore, I acted as the mediator in this case. â€Å"The primary benefit of mediation is risk and cost control. Because the parties arrive at the solution, the disputants maintain control of the entire process.† (Kelsey 2010: 1). Communicating With The Client The client was informed of the HVAC defects and the position of the main contractor. The client declined to add any more funds towards the project. The client claimed that the relevant clause with regards to the conflict mentioned was clearly stipulated in the contract. The client further claimed that the contractor had accepted all the terms of the contract without any question. This was also the case as all the other bidders of the contractor. The client therefore felt that the contractor was going against the terms of agreement. It was assumed that the bid would take care of any contingency with relation to extra costs that the contractor would have to incur. Communicating With The Contractor The contractor was informed of the position that the client had taken with regards to the defects in the HVAC system. The contractor accepted that they had failed to raise this matter during the bid clarification meetings. This is because such implications had not been noticed. However, they claimed that the defect was not caused by them and that they had done their civil work perfectly. They claimed that the additional costs should not be levied on them but on the electrical firm that had installed the HVAC system. Effect Of The Observed Defects On further scrutiny of the contract agreement, it was found out that the contractor had a weak case to prove. This is because the client made an agreement with the civil company and not the electrical firm. Therefore any dispute was to be handled between the electrical firm and the civil firm. Since the commissioning was underway, the client was not to suffer the consequences of this conflict. An amicable solution was devised and the HVAC system was to be repaired and the conflict issues be sorted out later. This meant that the final payment of the contractor was not changed and that the issuance of the final certificate was done in time. Academic Reference Describing The Processes In Closing Stages Of Projects The closing stage of projects involves a â€Å"formal acceptance of the project and the ending thereof.† (Harrison, 2004: 34). Documenting the lessons learnt and file archiving are some of the administrative activities involved. The closing phase involves: Contract close: settle and complete each contract. Each contract that is applicable to the given project should be closed. Project close: all the activities in each of the process groups should be finalized for the formality of closing the given project. An example relevant to this case is given by a case study by Whitticks (2005) titled ‘Direct and Consequential Costs’. In the final phase, the following statement resolves the dispute between the contractor and the client â€Å"Such penalty for delay shall be recoverable from Contractor by any means available to Company under the terms of this Contract or at law.† (Whitticks, 2005: 230) Conclusion â€Å"Every party mentioned in a construction contract is responsible to follow the terms agreed to in the contract† (Rothstein 2013: 1). Before accepting terms of any contact, thorough scrutiny should be done and any ambiguous statement is brought forward for clarification. This will take care of any possible scenario that may occur during the project implementation. â€Å"Honesty and candor between the owner and the contractor is necessary for progressive construction management.† (Levin, 1998: 7).

Fredrick Douglas Essay Example | Topics and Well Written Essays - 1000 words

Fredrick Douglas - Essay Example nfairness, and he points out the undeserved whippings, extreme physical exertion, inconsistent punishments, killings, and the taking away of children from their mothers as incongruous brutality (Douglass ch 1). However, the narrative offers an interesting awareness of how to overcome adversity by revealing how knowledge especially through education can be a powerful tool in which people can free themselves from any form of mind control and oppression. Therefore, the aim of this response paper is to explain how Douglass narration is unique and effective in demonstrating the physical and mental outcome of slavery for a wide range of audiences, and how his use of several styles has enabled him to describe the sickness of abhorrence which can make human beings to treat their fellow humans as beasts of possessions. The main target audience for Douglass work seems to be the then Northern audience who were mainly educated whites, and had a greater conviction for greater social freedom. This is evident in chapter 4, whereby he reveals how the northern cities allowed him to freely connect with diverse kinds of individuals with novel intellectual ideas (Douglass). Also, in the preface he elaborates this by asserting that the debate in the north regarding slavery focused on the masters, and such a biased perspective without providing the real accounts of the slaves themselves only sustained the Southern slavery through its real and contrived approaches of imprisoning blacks (Douglass ch 1). Secondly, he also wanted the southern slave owners to read his works and in his conclusion, he asserts that hopefully his works will make the slaveholders to be more frantic regarding any thoughts of hidden antagonists around them, who are set to take away their slaves or obstruct them in reclaiming their runaway slaves (Douglass ch 10). However, one gets a perception that he was also targeting the slaves themselves since he has come out very strongly regarding what he calls the

Needs Assessment Assignment Example | Topics and Well Written Essays - 500 words

Needs Assessment - Assignment Example Some of the considerable changes that were noted before and after the assessment related to the duration which the children brushed their teeth and also the number of times they did this. These responses changed to the positive side. From the discussion, it is also seen that the greatest change in response is to do with the reason why people brush their teeth. After getting the results in the post-assessment it came to be realized that the children gained a better understanding of the importance of brushing their teeth. In order to achieve the expected results or feedback, there are instruments which will have to be used in order to get the necessary information from the target population, the survey instrument that was used in this case was a questionnaire. Some of the goals of the questionnaire were to establish whether the students are well aware of the constituents of good oral hygiene, establish whether they are carrying out the right practice when it comes to their oral hygiene among other goals. Chances are considerably high that an unbiased opinion may be given since the questionnaires do not call for personal details, for example, the name of the respondent and so the respondent may give feedback without fear of victimization. The instrument used may not have provided a conclusive result in the sense that the target population was rather small and for this reason what was gotten from them could not be used to come up with a clear conclusion that would reflect on the situation away from the school. The people involved in the assessment may have played a role in influencing the feedback from the students. This was maybe through the tone and the expressions they used.  

Explore and critically assess the EU's understanding of, commitment to Essay

Explore and critically assess the EU's understanding of, commitment to and strategy for sustainable development - Essay Example It has held several other meetings with the main agenda of enforcing and further expounding the definition of sustainable as per the arising issues. EU has enshrined sustainable development in the article 2 of its Treaty. In 2000, the Lisbon European Council meeting fused sustainable development in it socio-economic reform agenda. Later in 2002, the Gothenburg Summit adopted the Strategy for Sustainable Development. But the implementation of the strategy has not been as smooth as initially thought. This is reflected in the 2005 progress assessment which showed that there had been worsening trends since 2001. It was found that there had been little or no change and in some cases negative trend in the areas of climate change, public health, poverty levels, social lives, degradation of natural resources and threatened biodiversity. In the same year the head of states went further to adopt guiding principle on which sustainable development agenda will be based on. These guiding principles are what can be used as a base to understand the EU understanding of sustainable development. According to Jordan (2005), EU gives the understanding that there are various areas in human life that needs to be integrated in the development agenda if the world has t... In line with this it launched the European Climate Change Program in 2000. In 2005 it went further and started the EU's green house gas Emission Trading Scheme and a second climate change program. Its commitment to the issue of climate and development has not slowed and in 2007 it made commitment to reduce emission by 20% by 2020. EU worked tirelessly in campaigning for other countries to honor the Kyoto Protocol after United States withdrawal in 2001. Although it has faced problems in implementing the Kyoto Protocol commitment, it has made progress and efforts are needed to reach the emission cut of 8% by 2012. Although seen as a concern to the environment, this strategy may end up hurting the economy of the whole region. EU has been crictsized for going it alone in the fight against climate change regardless of the effects it will have on the economy. There has also been criticism from other bodies that the policies on environment currently pursued by EU are not enough and there is need to do more to save the situation. According to Skeldon (1997), the go it alone approach used by EU may not have the desired effects on climate change and there is need for world efforts to tackle the problem. The other problem that EU addresses in its sustainable development is the issue concerning public health. This has been a very important issue for all countries in the world and each one strives to make the health of its citizens better. EU has developed a health forum through which information is channeled to the public on the need for community health awareness. Through the forum, health professional can make their contributions in

Health and Safety in a Childcare Setting

Health and Safety in a Childcare Setting Analyse the working practices that need to be in place in the nursery setting to ensure that children are protected. In every nursery setting there should be a practiced working pattern and a setting. For example there should be practise of food hygiene, safeguarding and health and safety. These are very important because children will be on the safe side. Health and safety In this case the managers and staff should make sure that health and safety checks are carried out as required. In case of an accident failure to check equipment have serious connections. Staff and children should know which areas of the building they have access for. The general environment should be clean and safe for example, all COSHH equipment used should be kept in a locked cupboard. Food Hygiene- when giving children food, one should check the expiring dates and check the expiring dates and check the temperatures of the fridges and freezers. Adequate welfare facilities should be available for health and safety. It is important to put on protective clothes especially when you are cleaning the toilets always wear gloves. A t nursery should consider safeguarding on children. This is whereby staff should know who is going to drop and pick children, also nursery main doors should always be locked, handles should be fitted where children can't reach, and CCTV should be at the nursery always because of abuse. Staff should be trained how to give children medication. Also check the risk assessment of the provision that the safeguarding policy and plans work. The gate should always be shut, and use password to open the gate and doors. For toddlers should use small gates. Always lock the confidential information in a lockable cupboard and only management or responsibly person should have access to the keys. Confidentiality is very important. The other thing which need to be considered at nursery is food hygiene, in this case staff should check the expiring date of the food and check the temperatures of the fridge and the freezer, and always cover the food when it is open and put a date when the food has b een opened. Tinned food should be eaten and finished once they are opened. Always wash your hands before you touch food. Clean the tables before and after serving the food. As staff should know which food is suitable for each and every child (Allergy). Always clean the dishes after every meal and dry them and put them away. Fruits should be washed before you eat. Should teach children how to wash hands after visiting the toilet. Also staff should cook food properly with correct cooking temperature. With all these aspects I think the nursery will run smoothly. 2. Explain the various health and safety requirements that are necessary for children attending the setting and describe the ways in which these health and safety requirements need to be adopted to cater for differing age groups. Health and safety in the nursery environment requires adoption for each different age groups of children that are catered for. In the nursery staff should be very careful with sharp objects like knives, forks and razor blades, because these objects can harm children. Therefore should always put them away as soon as you finish using them. Toys should be put back in their irrespective boxes, some toys are sharp so as staff you must be there to keep an eye when children are playing with toys. Select toys which are suitable to each age group. All substances should be locked up in the cupboards. COSHH control of substance hazardous to health. What might you see in the nursery covered by COSHH is cleaning equipment, chemical sharp objects. Make sure children are supervised when they are doing activities. Staff should clean the floors using chemicals which are not dangerous, but should use like Dettol and antibacterial cream. Make sure the floor is dry enough so that children won't fal l down. After serving the food take away knives and out them were they cannot reach. When sharpening the pencils staff should be very careful because some children can be affected with the dust which comes from the pencils. Make sure all plug sockets are covered because when children touched they will be in danger. Windows should be secured because children will be tempted to climb through them. Kitchen and office areas should have safety gates which remain locked to prevent access to dangerous areas. Doors should contain filled safety guards to prevent children from trapping their fingers. With toys always lock the boxes and cupboards should close the toilet and bathroom doors. 3. Evaluate the procedures required to cover good hygiene and explain how this should be implemented in the nursery setting. This can be presented within a table. There are many procedures required to cover good and hygiene of which am going to write some of them in form of a table. Good hygiene How to implement Washing hands before or after food Make sure sinks are reachable by children Washing hands after visiting the toilet. Flush the toilet after you use it. Toilets and chambers should be of small size , so that children will be able to reach Children should dry their hands after using the toilet. There should be paper towels in the bathroom always. Disposal of nappies and waste Make sure there is correct bins to dispose them eg waste yellow lockable bins. Cleaning or clearing of plates after eating Reachable tables for children Always wash hands before preparing food using soap Make sure the children are prompted to do this by teachers Wash fruits before you eat Make sure the teachers teach children about hygiene and prompt them to do so. Clean the floors Use correct mops to clean floors like blue mops for corridors, green mops for kitchen and red mops for bathrooms. Cut the meat and the vegetables on boards Use the right boards e.g. for meat use red board, for vegetables use green boards. Bread use white board. Cleaning the wounds Make sure teachers follow the proper and correct first aid rules and all the accidents are recorded in the accident book. Making the mattress and beds for children Make sure the use clean linen and make sure that all spoiled linen are washed correctly like separated from non spoiled lined and correct washing temperature like Sluice program in the washing machine. 4. Identify and describe what should be included in a first aid kit for a nursery and discuss why paediatric first aid training for nursery staff is important In every nursery there should be a first aid kit , in the kit it includes 20 adhesive dressings, plasters in assorted sizes, six medium sterile ,two large sterile dressing , one sterile eye pod, six triangular bandages, six safety pins, disposable gloves , two roller bandages , a pair of scissors, alcohol-free wound cleansing wipes , adhesive tape, plastic face shield or pocket mask, notepad and pencil alcohol gel, other useful items blankets survival bag, torch whistle warning triangle and high visibility jacket to keep in the nursery. We should have these things in the nurseries because it will help the staff to cater for the first aid needs of the children attending the nursery before they go to hospital for example when children had wounds staff should use gauze pads as swabs to clean around wounds. Use adhesive tape to secure dressings or the loose ends of bandages, staff should notice that if the children are allergic to the adhesive tape can use a hypoallergenic tape. Always wear gloves whenever you dress wounds or when you handle body fluids or other waste materials, use latex-free gloves because some people are allergic to latex. The gloves are necessary for staff to wear when you are dealing with any body fluids; this is to control the cross contamination and good hygiene. Bandages are used to give support to injured joint secure dressings in place maintain pressure on wounds and limit swelling. Pins and clips are used to secure the ends of bandages.They are some useful items which include kitchen film or clean plastic bags can be used to dress burns and scalds. Non-stick dressings can be kept for larger wounds, keep alcohol, gel to clean your hands when no water is available. To prevent cold injuries always wrap on ice pack in a cloth do not leave it on for more than 10 minutes. Scissors should be used to cut bandages. It is important for staff to be first aid trained for the need to know exactly what to do in an emergency whether they are alone or with other members of the staff. So by staff undertaking paediatric first aid course they will have a peace of mind of knowing that they have the knowledge and skills to tackle a medical emergency. Staff who have had first aid training are trained how to attend to children when they collapsed or when they cut themselves using sharp objects. Also staff will be trained how to cope with stressful and physically demanding procedures. First aid certificates should be renewed every 3 years. From the completion date of the previous qualification . In nursery setting paediatric first aid qualification satisfies ousted requirements. First aid certificates are required to be checked by Ofsted during an inspection and will need to be produced for all trained first aiders.

The Russian Mob Essay -- Essays Papers

The Russian Mob: Organized Crime in a Fledgling Democracy Since the late 1980’s the Russian people have experienced one of the most drastic transitions seen in the world to date, a transition from an attempt at communism to a workable capitalist system. As one would expect, this transition has not been painless and has been the impetus of many distressing problems for the Russian people. One such problem is organized crime. This paper will explore how organized crime during Soviet rule and the Russian Federation has created obstacles in this transition to a functioning market economy. It will illustrate how organized crime has done this by analyzing its transition from the USSR to the Russian Federation, the reasons behind its existence today, and how its operation impairs Russia’s attempts at a market economy. It will also provide some possible solutions for the crises organized crime has created, which currently plague the Russian people. Organized crime has worked its way through openings provided by the transition ec onomy to become a setback to the Russian society and economy. Its existence disables successful economic reform by influencing important issues such as competition, entrepreneurship, capital flight, the shadow economy, and violence. Basis in Soviet Union In order to understand organized crime in Russia today and its affect on the Russian economy, one must examine its roots in the Soviet Union. Although many acknowledge the existence of crime syndicates in the USSR, few are aware of their extent during the 70’s, 80’s, and early 90’s. As early as the 1970’s, the Russian mafia had advanced to the status of primary protectors and beneficiaries in the robust Soviet shadow economy (Anderson, 1995, 341... ...8. Shelley, Louise I. â€Å"Post-Soviet Organized Crime: A New Form of Authoritarianism.† Russian Organized Crime: The New Threat?. Ed. Phil Williams. London: Frank Class, 1997. 123-138. Shelley, Louise I. â€Å"The Challenge of Crime and Corruption.† Russia’s Policy Challenges. Ed. Stephen Wegren. New York: M. E. Sharpe, 2003. 103-122. Sterling, Claire. Thieves World: The Threat of the New Global Network of Organized Crime. New York: Simon & Schuster, 1994. Volkov, Vadim. Violent Entrepreneurs. New York: Cornell University Press, 2002. Webster, William H., ed. Russian Organized Crime and Corruption: Putin’s Challenge. Washington: Center for Strategic and International Studies, 2000. Williams, Phil. â€Å"How Serious a Threat is Russian Organized Crime?.† Introduction. Russian Organized Crime: The New Threat?. Ed. Phil Williams. London: Frank Class, 1997. 1-28. The Russian Mob Essay -- Essays Papers The Russian Mob: Organized Crime in a Fledgling Democracy Since the late 1980’s the Russian people have experienced one of the most drastic transitions seen in the world to date, a transition from an attempt at communism to a workable capitalist system. As one would expect, this transition has not been painless and has been the impetus of many distressing problems for the Russian people. One such problem is organized crime. This paper will explore how organized crime during Soviet rule and the Russian Federation has created obstacles in this transition to a functioning market economy. It will illustrate how organized crime has done this by analyzing its transition from the USSR to the Russian Federation, the reasons behind its existence today, and how its operation impairs Russia’s attempts at a market economy. It will also provide some possible solutions for the crises organized crime has created, which currently plague the Russian people. Organized crime has worked its way through openings provided by the transition ec onomy to become a setback to the Russian society and economy. Its existence disables successful economic reform by influencing important issues such as competition, entrepreneurship, capital flight, the shadow economy, and violence. Basis in Soviet Union In order to understand organized crime in Russia today and its affect on the Russian economy, one must examine its roots in the Soviet Union. Although many acknowledge the existence of crime syndicates in the USSR, few are aware of their extent during the 70’s, 80’s, and early 90’s. As early as the 1970’s, the Russian mafia had advanced to the status of primary protectors and beneficiaries in the robust Soviet shadow economy (Anderson, 1995, 341... ...8. Shelley, Louise I. â€Å"Post-Soviet Organized Crime: A New Form of Authoritarianism.† Russian Organized Crime: The New Threat?. Ed. Phil Williams. London: Frank Class, 1997. 123-138. Shelley, Louise I. â€Å"The Challenge of Crime and Corruption.† Russia’s Policy Challenges. Ed. Stephen Wegren. New York: M. E. Sharpe, 2003. 103-122. Sterling, Claire. Thieves World: The Threat of the New Global Network of Organized Crime. New York: Simon & Schuster, 1994. Volkov, Vadim. Violent Entrepreneurs. New York: Cornell University Press, 2002. Webster, William H., ed. Russian Organized Crime and Corruption: Putin’s Challenge. Washington: Center for Strategic and International Studies, 2000. Williams, Phil. â€Å"How Serious a Threat is Russian Organized Crime?.† Introduction. Russian Organized Crime: The New Threat?. Ed. Phil Williams. London: Frank Class, 1997. 1-28.

Latin American Art Essay

Art is a form of expression. Paintings are a form of visual art. Artists are the creators of visual forms of communication and their art works speak out what is in their hearts and minds. Art in any form, music, sculpture or dance is nonetheless a language of the soul of the artist. Art of a period is a depiction and impact of the social, political, religious, cultural, traditional, geographical and social system prevalent at the time. Like the transformation of a person through circumstances and experience, paintings too exhibit change in their character in form, subject, and choice of colors, technique and style. Latin American art grew through the age of ancient folklore, to a combination of modernism; to rebel against imperialism, colonialism, terrorism and dominance of the western world ; surpassing the turbulence played by history with the Latin American countries. They were plundered and conquered innumerable times and till today they fight for their identity which is dissolving into the global world. The name of Mexican Artist Diego Rivera is famous as the master of cubism of the early 20 century. His works have gained immense popularity for their modernism and retention of originality. â€Å"Diego was fascinated by the new style of painting led by celebrated Spaniard Pablo Picasso† in the cubist paintings by Diego†¦ so he mastered that style from 1913 and developed it in his later works. The Zapatista Landscape is a painting in the same style. It is a landscape of the city of Zapatista. Juxtaposed with the geographical terrain of Zapatista, are the bold and beautiful pictures of guns, fragments of human features in the backdrop of nature. Bold lines are absent but the distinction of shapes is vivid in the painting. There is an indication of texture but the strokes of the brush are smooth. The landscape showers a powerful beam of bright light from above in the painting. Colors are not representational but expressive. Apt to its time, the landscape breaks rapidly just like the destruction and damage of the culture and traditions at the mercy of those who ruled over them then. The Zapatista landscape, by Diego Rivera, the master of cubism, is my choice because it has a tremendous visual impact and bursts with vibrant colors. The second image of another artist of the period is that of Joaquin Torres Garcia. His abstract metaphysical work captivates the viewer because of its grid shapes and different style. His paintings look like murals on a wall, where geometrical shapes are made to look unique by the effect of metallic colors. Numbers, dimensions and shapes comprise his visual portrayal. Torres Garcia developed his own style called the constructivist Art in the early 20 century. He returned to his roots after several years in Europe and America. A man without any family ties, Joaquin was brave and confident to try out new styles of his own but wanted to preserve the tribal art and geometrical organization of expressions just like the Inca Civilization and Peruvian art. He used the golden mean to express his art. The distinct feature of his paintings is their irregular grid base and the signs embedded into each. His paintings look as though they have been made on walls and not on canvas. The play of light and shade is subtle. His colors are representational but they capture the eye by their abstract subjects. His paintings are very fascinating as we do not understand their theme at first instance. They make you look at them for hours and to penetrate into every detail to understand the interesting message from the mind of Garcia. There is a three dimensional effect but there is no perspective to his paintings. They look flat but the grid looks as though each piece is an embossed metal sheet with figures and forms on it. There is a balance of spatial relationship but no attempt at creating illusions. The luster of metals is an unusual method of Garcia’s works. His creations speak about spirituality, religion, meditation and universality. His deep belief in traditions of ancient civilizations like the Inca, surfaces clearly in his works. They signify the resistance he felt towards the dominance of European art. His works reverberate feelings of identity crisis of the Latin American people and rebellion against the degradation of their culture. His subject is not human forms but a connection to the universe and the eternity of the soul. The marvel of the two different paintings is their diverse subject, theme, style, color schemes and effects. But the message is unmistakably the same. Search of identities! Unity amidst diversity! How do they stand out alone and yet combine to form such a strong pair? The Zapatista by Diego Rivera is like a bright flower struggling for survival and fighting its rough terrain. It evokes a feeling of admiration for an individual’s self esteem. The painting by Joaquin Torres Garcia, with its grid base and earthy metallic colors evokes a respect for some one who is trying to make a place for himself in a world that refuses him the identity and dignity he deserves. Disparity, unrest, between classes of society, in the third world and western countries, the message of rebellion, liberty from suppression by power of education, wealth, industry and might, is the loud and clear evocation of both the works. The Zapatista, Diego’s work promotes a message of patriotism through his painting, while Joaquin achieves it by his systematic grid base in his work. The grid base gives a rational approach to art while the abstract forms connect creativity to the ultimate unknown realms of the Universe. Beautiful landscape of Zapatista projects peace and harmony with its blue sky, brown mountains and green trees but is superimposed by brightly colored pictures of guns and dark suspicious eyes of the innocent citizens, of the revolutionaries who were desperate to break free from the ramshackle of their present. Garcia vividly demarcates visual matter by geometrical grids, blended into abstract forms and Diego uses cubism to arouse feelings in his work. But there is a harmony of thought which binds both these paintings into a single message. That of an uprising surging in the hearts of sensitive people of Latin America and their struggle to retain their identity in the emerging new world. Together they resonate the same ultimate yearning of mankind. To rise up above time and to live up to eternity. Stare at them and they speak out to you. Call you towards them and throw you back if you do not understand the message they are giving. Zapatista landscape beckons all those who have migrated to affluent countries in quest of their unfulfilled dreams. It brings out sighs of nostalgia and tears of rage, betrayal and fear when you look at it. Garcia’s work attracts you like a magnet to metal. The lustrous metallic shine with abstract intriguing signs, get embossed on your mind. They lead you to believe that art and creativity are a science and can be portrayed through numbers. See each one in a different light and when together they tell the same story. Like a newly married couple, coming from two different corners of the world. With two different upbringings but united for life to seek the same purpose. That of procreation. Of giving birth to a new world, full of hope, happiness and universal bliss. Not just for themselves but for the Universe as a whole. Works Cited Diego Rivera (Mexico), Zapatista Landscape, 1915, 29 November 2008. Joaquin Torres-Garcia (Uruguay), Abstract Metaphysical Forms, 1930, 29 November 2008