Identity In Wide Sargasso Sea English Literature Essay

Family individuality is besides greatly involved in this novel. For illustration, Mr. Rochester origins from a rich household, but he did non inherited the belongings from his male parent possibly because of the belongings was inherited by his senior siblings. He come to Granbois to seek his ain luck, his matrimony with Antoinette was arranged by his male parent and Richard Mason, so that he will acquire the 30 thousand lbs from Antoinette which she inherited from Mr. Mason. His male parent purpose was to do certain that the Rochester household will hold extremely position where most of the household are rich. As for Antoinette, she have two first name which is Mason and Cosway because her female parent married two times. Mr. Mason is a rich adult male where he has a boy, Richard, even though Antoinette is non Mr. Mason ain girl but he liked her and give her half of his belongings but Richard are non satisfied with his male parent determination because he thinks that the rumor from A ntoinette ‘s household will dishonor his household name, so he make up one's mind to take away Antoinette belongings. Beside of cultural individuality, Antoinette and Rochester besides have the cultural individuality. For illustration, they have the similar instruction back land which they are taught to in Christian, they were taught to read book and live in an white ‘s work forces manner where they learn to dance and imbibe vino, this shows that they patterns the really same civilization. Although Antoinette patterns some of the white ‘s work forces civilization but she besides patterns the civilization from Caribbean which is largely believe by the black people. For illustration, Antoinette believed in obi, Caribbean signifier of the faith Voodoo, some sort of superstitious because Christophine, Antoinette ‘s alternate female parent present her to the Caribbean civilization and to obeah. This can be proven when Antoinette ask Christophine to do love potion for her, so that Rochester will love her. Besides Antoinette besides likes to bath in the natural bathing pool merely like th e other people live in Granbois but Richard are non used to these because to him those things looks like in dream he is afraid of that, he do non desire to acquire used to this state of affairs, he feels that England is his topographic point, their matrimony have causes civilization mismatch which leads to a calamity.2. How does the writer of the prescribed text nowadays the thought that being at odds with society ‘s values involves hazard but following with those values can besides be harmful?There are two society involved in Wide Sargasso Sea which is Caribbean ‘s society and Western ‘s society. Different society will hold different values, for illustration the Western ‘s society wage more facets in civilize people, wealth, position and spiritual life but the Caribbean society ‘s wage more facets in hatred, retaliation and justness. The writer prescribe it by utilizing Annette as an illustration. Annette as a color individual and patterns the really same civilization of Caribbean people but she is married to a white adult male and he is a slave proprietor, when Annette married him, she is taking hazard which is really important because of the bondage job, most of the black people hates the white people and there comes some chitchat from the people at Coulibri, Mr. Cosway estate stating that the adult male she married is excessively old for her and so when Mr. Cosway died, Annette and her household were discriminated by the other people for 5 old ages until she is married once more. The Caribbean society ‘s dislike white people for they treaten them, so they will detest their people marry white people and this is the hazard Annette is taking, she knew that this will be the effects when she is married to a white adult male. However, Annette did non follow with the Caribbean society ‘s values because sh e knows that it will non make any good, when she is married to Mr. Cosway, she understand the white people better and therefore leads her to an more open-minded individual. I besides thinks that she does non wants her kid comply with those values at that specific clip, enviousness, hatred and vindictive. When Annette married to Mr. Mason, her 2nd matrimony, she makes the colored people live around Coulibri even hates her and as the effects, they burn Annette house and Pierre is dead, a greatly risk so. As for the Western ‘s values, we can see it in the Mason and Rochester households. To them wealthy symbollise their position, Mr. Rochester father wants him to happen his ain luck and this significantly shows that wealthy to them is their position. Rochester prove that this is their society values when he wants to get married Antoinette for her money and the money are given to him without any inquiry. We can besides see this value in Richard Mason, he do non wants his step-sister to hold the same position as him and so he decided to set up a matrimony for her so that her money will give to person else. The western ‘s society besides judge a individual from their apparels, the manner of speech production and manners. For illustration, Mr. Rochester dislike Christophine for a few ground. Christophine spoke in a linguistic communication that Mr. Rochester dislike, Christophine describe that the xanthous tea drinks by the English work forces as xanthous Equus caballus urine and the frock she is have oning which is soiled makes Rochester thinks that is non a clean wont. Christophine knows that the immature maestro, Mr. Rochester dislike her, she knows that she will ne'er follow with the Western ‘s values and so she left the house because she besides knew that Rochester will trail her house at last. Even though her action did non harm herself but she did non believe of the effects when she left Antoinette and Antoinette was the 1 who are harmed.

Advertising Message

Advertising Messages and Creative Approaches †¢ Whether advertising converts people into becoming brand-loyal customers or acts as a defensive shield to reassure current buyers, and whether central or peripheral cues are required, there still remains the decision about the nature and form of the message to be conveyed: the creative strategy. †¢ In practice, the generation of suitable messages is derived from the creative brief. For the sake of discussion and analysis, four elements will be considered.These concern the balance, the structure, the perceived source and the presentation o f the message to the target audience †¢ The Balance of the Message †¢ With high-involvement decisions, where persuasion occurs through a central processing route, the emphasis o f the message should be on the information content, in particular, the key attributes and the associated benefits. †¢ It is evident from previous discussions that the effectiveness of any single message is dependent upon a variety of issues.From a receiver's perspective, two elements appear to be significant: first, the amount and quality of the information that is communicated, and, second, the overall judgement that each individual makes about the way a message is communicated. †¢ The Balance of the Message †¢ This suggests that the style of a message should reflect a balance between the need for information and the need for pleasure or enjoyment in consuming the message.It is clear that when dealing with high-involvement decisions, where persuasion occurs through a central processing route, the emphasis of the message should be on the information content, in particular, the key attributes and the associated benefits. This style is often factual and product orientated. If the product evokes low-involvement decision-making, then the message should concentrate upon the images that are created within the mind of the message recipient. This style seeks to elicit an emotiona l response from receivers.There are, of course, many situations where both rational and emotional messages are needed by buyers in order to make purchasing decisions. †¢ Likeability †¢ Likeability is important, because learning and attitude change may be positively correlated with the degree to which consumption o f the message is enjoyed. †¢ An issue that has been gaining increasing attention since the beginning of the 1990s concerns the level of likeability that an advertisement generates. Likeability is important, because learning and attitude change may be positively correlated with the degree to which consumption of the message is enjoyed.This means that the greater the enjoyment, the greater the exposure to the message and the lower the probability that the message will be perceptually zapped. †¢ Biel (1990) found that changes in product preferences were considerably improved when receivers had `liked the commercial a lot'. This compares with those who were less enthusiastic or neutral towards the advertisement. Haley (1990) reported that advertisements that create a belief that the product is excellent and where messages that are liked are commercially more successful.In other words, a message that is well liked will sell more product than a message that fails to generate interest and liking. †¢ This begs the question, `what makes a message liked? ‘ Obviously, the receiver must be stimulated to become interested in the message. Having become emotionally engaged, interest can only be sustained if the credibility of the advertisement can also be maintained. The style of the message should be continued, in order that the context of the message does not require the target audience to readjust their perception.This is particularly important for low-involvement messages, where receivers have little or no interest. If the weak theory is adopted, then `liked' advertisements will tend to be those for whom the receiver has prior exp erience or exposure. Messages that are well liked appear to consist of the following components (du Plessis, 1998): 1. The advertisement needs to be entertaining. This usually means that the advertisement is new and people are curious. 2. People like advertisements with which they can identify and which show them in a good light 3.People appear to like advertisements that refer to products that are new, that tell them how the products might be useful to them and which show them how to use products. Otherwise, perceptual selection will ensure that messages for products of which target has no experience, or which the target has no interest in, will be screened regardless of the quality or the likeability of the communication The likeability level that an advertisement achieves is not the sole reason or measure of an advertisement's success or effectiveness (Joyce, 1991). Research from The Netherlands suggests that interest is also an important and interrelated factor. Stapel (1991) st rongly suggests that advertisers should make their messages interesting, as this will probably lead to liking and overall effectiveness. †¢ However, likeability and associated interest are new and interesting contributions that need to be considered when the style of an advertising message is determined. †¢ Message Structure An important part of message strategy is the consideration of the best way of communicating the key points, or core message, to the target audience without encountering objections and opposing points of view. The following are regarded as important structural features which shape the pattern of a message †¢ Conclusion Drawing †¢ Should the message draw a firm conclusion for the audience or should people be allowed to draw their own conclusions from the content? Explicit conclusions are, of course, more easily understood and stand a better chance of being effective (Kardes, 1988).However, it is the nature of the issue, the particular situation and the composition of the target audience that influence the effectiveness of conclusion drawing (Hovland and Mandell, 1952). Whether or not a conclusion should be drawn for the receiver depends upon the following: 1. The complexity o f the issue Healthcare products, central heating systems and personal finance services, for example, can be complex, and for some members of the target audience their cog nitive ability, experience and motivation may not be sufficient for them to draw their own conclusions.The complexity of the product requires that messages must draw conclusions for them. It should also be remembered that even highly informed and motivated audiences may require assistance if the product or issue is relatively new. 2. The level o f education possessed by the receiver Better-educated audiences prefer to draw their own conclusions, whereas less educated audiences may need the conclusion drawn for them because they may not be able to make the inference from the message. 3. Whether immediate action is required If urgent action is required by the receiver, then a conclusion should be drawn very clearly.Political parties can be observed to use this strategy immediately before an election. 4. The level o f involvement High involvement usually means that receivers prefer to make up their own minds and may reject or resent any attempt to have the conclusion drawn for them (Arora, 1985). One- and two-sided messages †¢ This concerns whether the cases for and against an issue or just that in favour are presented to an audience. Messages that present just one argument, in favour of the product or issue, are referred to as one-sided.Research indicates that one-sided messages are more effective when receivers favour the opinion offered in the message and when the receivers are less educated. †¢ Two-sided messages, where the good and bad points of an issue are presented, are more effective when the †¢ receiver's initial opinion is opposite to th at presented in the message and when they are highly educated. Credibility is improved and two-sided messages tend to produce more positive perceptions of a source than one-sided messages (Faison, 1961). †¢ Order of Presentation Further questions regarding the development of message strategy concern the order in which important points are presented. Messages which present the strongest points at the beginning use what is referred to as the primacy effect. The decision to place the main points at the beginning depends on whether the audience has a low or high level of involvement. A low level may require an attention-getting message component at the beginning. Similarly, if the target has an opinion opposite to that contained in the message, a weak point may lead to a high level of counter-argument. †¢ A decision to lace the strongest points at the end of the message assumes that the recency effect will bring about greater levels of persuasion. This is appropriate when the receiver agrees with the position adopted by the source or has a high positive level of involvement. †¢ The order of argument presentation is more relevant in personal selling than in television advertisements. However, as learning through television is largely passive, because involvement is low and interest minimal, the presentation of key selling points at the beginning and at the end of the message will enhance message reception and recall. A decision to place the strongest points at the end of the message assumes that the recency effect will bring about greater levels of persuasion. This is appropriate when the receiver agrees with the position adopted by the source or has a high positive level of involvement. †¢ The order of argument presentation is more relevant in personal selling than in television advertisements. However, as learning through television is largely passive, because involvement is low and interest minimal, the presentation of key selling points at t he beginning and at the end of the message will enhance message reception and recall. A decision to place the strongest points at the end of the message assumes that the recency effect will bring about greater levels of persuasion. This is appropriate when the receiver agrees with the position adopted by the source or has a high positive level of involvement. †¢ The order of argument presentation is more relevant in personal selling than in television advertisements. However, as learning through television is largely passive, because involvement is low and interest minimal, the presentation of key selling points at the beginning and at the end of the message will enhance message reception and recall. Source of the Message †¢ The effect of source credibility. on the effectiveness of the communication, and in particular the persuasiveness of a message, should not he underestimated. †¢ The key components of source credibility are, first, the level of perceived expertise (how much knowledge the source is thought to hold) and the personal motives the source is believed to possess. What degree of trust can be placed in the source concerning the motives for communicating the message in the first place? No matter what the level of expertise, if the level of trust is questionable, credibility ,will be adversely affected. Establishing Credibility †¢ Credibility can be established in a number of ways. One simple approach is to list or display the key attributes of the organisation or the product and then signal trustworthiness through the use of third-party endorsements and the comments of satisfied users. †¢ A more complex approach is to use referrals, suggestions and association. Trustworthiness and expertise, the two principal aspects of credibility, can be developed by using a spokesperson or organisation to provide testimonials on behalf of the sponsor of the. advertisement. Credibility, therefore, can be established by the initiator of the advertisement or by a messenger or spokesperson used by the initiator to convey the message. †¢ Credibility Established by the Initiator †¢ The credibility of the organisation initiating the communication process is important. An organisation should seek to enhance its reputation with its various stakeholders at every opportunity. †¢ However, organisational credibility is derived from the image, which in turn is a composite of many perceptions. Past decisions, current strategy and performance indicators, level of service and the type of performance network members (e. . high-quality retail outlets) all influence the perception of an organisation and the level of credibility that follows. †¢ Credibility Established by the Initiator †¢ One very important factor that influences credibility is branding. Private and family brands in particular allow initiators to develop and launch new products more easily than those who do not have such brand strength. Brand ext ensions (such as Mars icecream) have been launched with the credibility of the product firmly grounded in the strength of the parent brand name (Mars).Consumers recognise the name and make associations that enable them to lower the perceived risk and in doing so provide the platform to try the new product. †¢ The need to establish high levels of credibility also allows organisations to divert advertising spend away from a focus upon brands to one that focuses upon the organisation. Corporate advertising seeks to adjust organisation image and to build reputation. †¢ Credibility Established by a Spokesperson †¢ People who deliver the message are often regarded as the source, when in reality they are only the messenger. These people carry the message and represent the true source or initiator of the message (e. g. manufacturer or retailer). Consequently, the testimonial they transmit must be credible. There are four main types of spokesperson: the expert, the celebrity, the chief executive officer and the consumer. †¢ The expert has been used many times and was particularly popular when television advertising first established itself in the 1950s and 1960s. Experts are quickly recognisable because they either wear white coats and round glasses or dress and act like `mad professors'.Through the use of symbolism, stereotypes and identification, these characters (and indeed others) can be established very quickly in the minds of receivers and a frame of reference generated which does not question the authenticity of the message being transmitted by such a person. Experts can also be users of products, for example, professional photographers endorsing cameras, secretaries endorsing word processors and professional golfers endorsing golf equipment †¢ Credibility Established by a Spokesperson Entertainment and sporting celebrities have been used increasingly in the 1990s, not only to provide credibility for a range of high-involvement (e. g. An gus Deayton for Barclaycard and Marianne Paithfull for Virgin Atlantic, and low-involvement decisions (e. g. David Beckham for Brylcream) but also to grab the attention of people in markets where motivation to decide between competitive products may be low. The celebrity enables the message to stand out among the clutter and noise that typify many markets. It is also hoped that the celebrity and or the voice-over will become a peripheral cue in the decision-making process: Joanna Lumley for Boots Opticians and AOL email, Gary Lineker for Walkers Crisps and Heather Lockyear for L'Oreal. There are some potential problems which advertisers need to be aware of when considering the use of celebrities. First, does the celebrity fit the image of the brand and will the celebrity be acceptable to the target audience? Consideration also needs to be given to the longer-term elationship between the celebrity and the brand. Should the lifestyle of the celebrity change, what impact will the chang e have on the target audience and their attitude towards the brand? Witness the separation of the (then) England football coach, Glenn Hoddle, and his wife, and the consequent termination of the Weetabix advertisement set around the family breakfast table. †¢ This matching process can be used to change brand attitudes as well as reinforce them. BT wanted to change the attitude that men had to telephone calls.Rather than being just the bill payer and the gatekeeper of calls to other members of the family, the role Bob Hoskins had was to demonstrate male behaviour and to present a solution that was acceptable to all members of the family. Attitudes held by men towards the telephone and its use changed significantly as a result of the campaign, partly because Hoskins was perceived as a credible spokesperson, someone with whom men could identify and feel comfortable. †¢ The second problem concerns the impact that the celebrity makes relative to the brand.There is a danger that the receiver remembers the celebrity but not the message or the brand that is the focus of the advertising spend. The celebrity becomes the hero, rather than the product being advertised. Summers (1993) suggests that the Cinzano advertisements featuring Joan Collins and Leonard Rossiter are a classic example of the problem: `The characters so dwarfed the product that consumers may have had trouble recalling the brand'. †¢ Issues such as brand development can also be impeded when identification by an audience with the celebrity is strong.Sony had to fade audiences away from its association with John Cleese by using a Robot/Cleese look-alike for a period. †¢ Richard Branson is used to promote Virgin Financial products and Victor Kiam `so liked the razor that he bought the company' (Remington). Here, the CEO openly promotes his company. This form of testimonial is popular when the image of the CEO is positive and the photogenic and on-screen characteristics provide for enhan ced credibility. Bernard Mathews has established authenticity and trustworthiness with his personal promotion of Norfolk Roasts. †¢ The final form of spokesperson is the consumer.By using consumers to endorse products, the audience is being asked to identify with a `typical consumer'. The identification of similar lifestyles, interests and opinions allows for better reception and understanding of the message. Consumers are often depicted testing similar products, such as margarine and butter. The Pepsi Challenge required consumers to select Pepsi from Coca-Cola through blind taste tests. By showing someone using the product, someone who is similar to the receiver, the source is perceived as credible and the potential for successful persuasion is considerably enhanced. Sleeper Effects †¢ The assumption so far has been that high credibility enhances the probability of persuasion and successful communication. This is true when the receiver's initial position is opposite to th at contained in the message. When the receiver's position is favourable to the message, a moderate level of credibility may be more appropriate. †¢ Whether source credibility is high, medium or low is of little consequence, according to some researchers (Hannah and Sternthal, 1984).The impact of the source is believed to dissipate after approximately six weeks and only the content of the message is thought to dominate the receiver's attention. This sleeper effect (Hovland et al. , 1949) has not been proved empirically, but the implication is that the persuasiveness of a message can increase through time. Furthermore, advertisers using highly credible sources need to repeat the message on a regular basis, in order that the required level of effectiveness and persuasion be maintained (Schiffman and Kanuk, 1991). †¢ Presentation of the Message The presentation of the promotional message requires that an appeal be made to the target audience. The appeal is important, because u nless the execution of the message appeal (the creative) is appropriate to the target audience's perception and expectations, the chances of successful communication are reduced. †¢ There are two main factors associated with the presentation. Is the message to be dominated by the need to transmit product-orientated information or is there a need to transmit a message which appeals predominantly to the emotional senses of the receiver?The main choice of presentation style, therefore, concerns the degree of factual information transmitted in a message against the level of imagery thought necessary to make sufficient impact for the message to command attention and then be processed. There are numerous presentational or executional techniques, but the following are some of the more commonly used appeals. †¢ Appeals Based upon the Provision of Information †¢ Factual †¢ Sometimes referred to as the `hard sell', the dominant objective of these appeals is to provide info rmation.This type of appeal is commonly associated with high-involvement decisions where receivers are sufficiently motivated and able to process information. †¢ Persuasion, according to the ELM, is undertaken through the central processing route. This means that advertisements should be rational and contain logically reasoned arguments and information in order that receivers are able to complete their decision-making processes †¢ †¢ The establishment of credibility is vital if any message is to be accepted.One of the ways in which this can be achieved is to present the message in such a way that the receiver can identify immediately with the scenario being presented. This process of creating similarity is used a great deal in advertising and is referred to as slice-of-life advertising. For example, many washing powder advertisers use a routine that depicts two ordinary women (assumed to be similar to the target receiver), invariably in a kitchen or garden, discussing the poor results achieved by one of their washing powders. Following the advice of one of the women, the stubborn stains are seen to be overcome by the focus brand. The overall effect of this appeal is for the receiver to conclude the following: that person is like me; I have had the same problem as that person; he or she is satisfied using brand X, therefore, I too will use brand X. This technique is simple, well tried, well liked and successful, despite its sexist overtones. It is also interesting to note that a number of surveys have found that a majority of women feel that advertisers use inappropriate stereotyping to portray females roles, these being predominantly housewife and mother roles. †¢ Demonstration A similar technique is to present the problem to the audience as a demonstration. The focus brand is depicted as instrumental in the resolution of a problem. †¢ Headache remedies, floor cleaners and tyre commercials have traditionally demonstrated the pain, the dirt and the danger respectively and then shown how the focus brand relieves the pain (Panadol), removes the stubborn dirt (Flash) or stops in the wet on a coin (or edge of a rooftop – Continental tyres). †¢ Whether the execution is believable is a function of the credibility and the degree of life-like dialogue or copy that is used. Comparative Advertising †¢ Comparative advertising is a popular means of positioning brands. Messages are based upon the comparison of the focus brand with either a main competitor brand or all competing brands, with the aim of establishing superior. †¢ The comparison may centre upon one or two key attributes and can be a good way of entering new markets. Entrants keen to establish a presence in a market have little to lose by comparing themselves with market leaders. †¢ However, market leaders have a great deal to lose and little to gain by comparing themselves with minor competitors. Appeals Based Upon Emotions and Feelings †¢ Appeals based on logic and reason are necessary in particular situations. However, as products become similar and as consumers become more aware of the range of available products, so the need to differentiate becomes more important. Increasing numbers of advertisers are using messages which seek to appeal to the target's emotions and feelings, a `soft sell'. Cars, toothpaste, toilet tissue and mineral water often use emotion-based messages to differentiate their products. There are a number of appeals that can be used to solicit an emotional response from the receiver. Of the many techniques available, the main ones that can be observed to be used most are fear, humour, animation, sex, music, and fantasy and surrealism. †¢ Fear †¢ Fear is used in one of two ways. The first type demonstrates the negative aspects or physical dangers associated with a particular behaviour or improper product usage. Drink driving, life assurance and toothpaste advertising typify this form of appeal. The second approach is the threat of social rejection or disapproval if the focus product is not used. This type of fear is used frequently in advertisements for such products as anti-dandruff shampoos and deodorants and is used to support consumers' needs for social acceptance and approval. †¢ Fear appeals need to be constrained, if only to avoid being categorised as outrageous and socially unacceptable. There is a great deal of evidence that fear can facilitate attention and interest in a message and even motivate an individual to take a particular course of action: for example, to stop smoking.Fear appeals are persuasive, according to Schiffman and Kanuk (1991), when low to moderate levels of fear are induced. †¢ Ray and Wilkie (1970), however, show that should the level of fear rise too much, inhibiting effects may prevent the desired action occurring. This inhibition is caused by the individual choosing to screen out, through perceptive selection, mess ages that conflict with current behaviour. The outcome may be that individuals deny the existence of a problem, claim there is no proof or say that it will not happen to them. †¢ Humour The use of humour as an emotional appeal is attractive because it can draw attention and stimulate interest. A further reason to use humour is that it can put the receiver in a positive mood. Mood can also be important, as receivers in a positive mood are likely to process advertising messages with little cognitive elaboration (Batra and Stayman, 1990). †¢ This can occur because there is less effort involved with peripheral rather than central cognitive processing, and this helps to mood protect. In other words, the positive mood state is more likely to be maintained if cognitive effort is avoided.Yellow Pages have used humour quietly to help convey the essence of their brand and to help differentiate it from the competition †¢ It is also argued that humour is effective because argumen t quality is likely to be high. That is, the level of counter-argument can be substantially reduced. Arguments against the use of humour concern distraction from the focus brand, so that while attention is drawn, the message itself is lost. With the move to global branding and standardisation of advertising messages, humour does not travel well. While the level and type of humour are difficult to gauge in the context of the processing abilities of a domestic target audience, cultural differences seriously impede the transfer of jokes around the world. Visual humour (lavatorial, Benny Hill type approaches) is more universally acceptable (Archer, 1994) than word-based humour, as the latter can get lost in translation without local references to provide clues to decipher the joke. †¢ Humour, therefore, is a potentially powerful yet dangerous form of appeal.Haas (1997) reports that UK advertising executives have significantly higher confidence in the use of humour than their US cou nterparts, but concludes that ‘humour is a vague concept and that its perception is influenced by many factors'. These factors shape the context in which messages are perceived and the humour conveyed. †¢ Animation †¢ Animation techniques have advanced considerably in recent years, with children as the prime target audience. However, animation has been successfully used in many adulttargeted advertisements, such as those by Schweppes, Compaq, Tetley Tea, Direct Line Insurance and the Electricity Board. The main reason for using animation is that potentially boring and low-interest/involvement products can be made visually interesting and provide a means of gaining attention. A further reason for the use of animation is that it is easier to convey complex products in a way that does not patronise the viewer. †¢ Sex †¢ Sexual innuendo and the use of sex as a means of promoting products and services are both common and controversial. Using sex as an appeal in messages is excellent for gaining the attention of buyers. †¢ Research shows, however, that it often achieves little else, particularly when the product is unrelated.Therefore, sex appeals normally work well for products such as perfume, clothing and jewelry but provide for poor effectiveness when the product is unrelated, such as cars, photocopiers and furniture. †¢ Haagen-Dazs premium ice-cream entered the UK market using pleasure as central to the message appeal. This approach was novel to the product class and the direct, natural relationship between the product and the theme contributed to the campaign's success. †¢ The use of sex in advertising messages is mainly restricted to getting the attention of the audience and, in some circumstances, sustaining interest.It can be used openly, as in various lingerie, fragrance and perfume advertisements, such as WonderBra and Escape, sensually, as in the Haagen-Dazs and Cointreau campaigns, and humorously in the Locketts brand. †¢ Music †¢ Music can provide continuity between a series of advertisements can and also be a good peripheral cue. A jingle, melody or tune, if repeated sufficiently, can become associated with the advertisement. Processing and attitudes towards the advertisement may be directly influenced by the music.Music has the potential to gain attention and assist product differentiation. Braithwaite and Ware (1997) found that music in advertising messages is used primarily either to create a mood or to send a branded message. In addition, music can also be used to signal a lifestyle and so communicate a brand identity through the style of music used. †¢ Many advertisements for cars use music, partly because it is difficult to find a point of differentiation (Independent, 18 October 1996), and music is able to draw attention, generate mood and express brand personality (e. . Rover, BMW, Nissan Micra, Peugeot, Renault). †¢ Some luxury and executive cars are advertise d using commanding background music to create an aura of power, prestige and affluence, which is combined with strong visual images in order that an association be made between the car and the environment in which it is positioned. There is a contextual juxtaposition between the car and the environment presented. Readers may notice a semblance of classical conditioning, where the music acts as an unconditioned stimulus.Foxall and Goldsmith (1994) suggest that the stimulus elicits the unconditioned emotional responses that may lead to the purchase of the advertised product †¢ Fantasy and Surrealism †¢ The use of fantasy and surrealism in advertising has grown partly as a result of the increased clutter and legal constraints imposed on some product classes. By using fantasy appeals, associations with certain images and symbols allow the advertiser to focus attention on the product. The receiver can engage in the distraction offered and become involved with the execution of t he advertisement.If this is a rewarding experience it may be possible to affect the receiver's attitudes peripherally. Readers may notice that this links to the earlier discussion on `liking the advertisement'. †¢ Finally, an interesting contribution to the discussion of message appeal has been made by Lannon (1992). She reports that consumers' expectations of advertisements can be interpreted on the one hand as either literal or stylish and on the other as serious or entertaining, according to the tone of voice. This approach vindicates the view that consumers are active problem solvers and willing and able to decode increasingly complex messages.They can become involved with the execution of the advertisement and the product attributes. The degree of involvement (she argues implicitly) is a function of the motivation each individual has at any one moment when exposed to a particular message. †¢ Fantasy and Surrealism †¢ Advertisers can challenge individuals by prese nting questions and visual stimuli that demand attention and cognitive response. Guinness challenged consumers to decode a series of advertisements which were unlike all previous Guinness advertisements and, indeed, all messages in the product class. The celebrity chosen was dressed completely in black, which contrasted with his blonde hair, and he was shown in various time periods, past and future, and environments that receivers did not expect. He was intended to represent the personification of the drink and symbolised the individual nature of the product. Audiences were puzzled by the presentation and many rejected the challenge of interpretation. `Surfer' and `Bet on Black' are more recent Guinness campaigns which seek to convey the importance and necessity to wait (for the drink to be poured properly).To accomplish this, it portrays a variety of situations in which patience results in achievement. †¢ Fantasy and Surrealism †¢ When individuals respond positively to a challenge, the advertiser can either provide closure (an answer) or, through surreal appeals, leave the receivers to answer the questions themselves in the context in which they perceive the message. One way of achieving this challenging position is to use an appeal that cognitively disorients the receiver (Parker and Churchill, 1986). If receivers are led to ask the question `What is going on here? ‘ their involvement in the message is likely to be very high. Benetton consistently raises questions through its advertising. By presenting a series of messages that are socially disorientating, and for many disconcerting, Benetton continually presents a challenge that moves away from involving individuals into an approach where salience and `standing out' predominates. This high-risk strategy, with a risk of rejection, has prevailed for a number of years. The surrealist approach does not provide or allow for closure †¢ The conformist approach, by contrast, does require closur e in order to avoid any possible counter arguing and message rejection.Parker and Churchill argue that, by leaving questions unanswered, receivers can become involved in both the product and the execution of the advertisement. Indeed, most advertisements contain a measure of rational and emotional elements. A blend of the two elements is necessary and the right mixture is dependent upon the perceived risk and motivation that the target audience has at any one particular moment. †¢ The message appeal should be a balance of the informative and emotional dimensions. Furthermore, message quality is of paramount importance.Buzzell (1964) reported that `Advertising message quality is more important than the level of advertising expenditure'. Adams and Henderson Blair (1992) confirm that the weight of advertising is relatively unimportant, and that the quality of the appeal is the dominant factor. However, the correct blend of informative and emotional elements in any appeal is paramo unt for persuasive effectiveness. †¢ Advertising Tactics †¢ The main creative elements of a message need to be brought together in order for an advertising plan to have substance.The processes used to develop message appeals need to be open but systematic. †¢ The level of involvement and combination of the think/emotional dimensions that receivers bring to their decision-making processes are the core concepts to be considered when creating an advertising message. Rossiter and Percy (1997) have devised a deductive framework which involves the disaggregation of the emotional (feel) dimension to a greater degree than that proposed by Vaughn (1980) (see Chapter 12 for details). They claim that there are two broad types of motive that drive attitudes towards purchase behaviour.These are informational and transformational motives and these will now be considered in turn. †¢ Informational Motives †¢ Individuals have a need for information to counter negative concer ns about a purchase decision. These informational motives are said to be negatively charged feelings. They can become positively charged, or the level of concern can be reduced considerably, by the acquisition of relevant information. †¢ Transformational Motives †¢ Promises to enhance or to improve the user of a brand are referred to as transformational motives.These are related to the user's feelings and are capable of transforming a user's emotional state, hence they are positively charged. Three main transformational motives have been distinguished by Rossiter et al. (1991): †¢ Various emotional states can be associated with each of these motives, and they should be used to portray an emotion that is appropriate to the needs of the target audience. †¢ One of the key promotion objectives, identified earlier, is the need to create or improve levels of awareness regarding the product or organisation.This is achieved by determining whether awareness is required at the paint of purchase or prior to purchase. Brand recognition (at the point of purchase) requires an emphasis upon visual stimuli, the package and the brand name, whereas brand recall (prior to purchase) requires an emphasis on a limited number of peripheral cues. These may be particular copy lines, the use of music or colours for continuity and attention-getting frequent use of the brand name in the context of the category need, or perhaps the use of strange or unexpected presentation formats. Advertising tactics can be determined by the particular combination of involvement and motives that exist at a particular time within the target audience. †¢ If a high involvement decision process is determined with people using a central processing route then the types of tactics shown in Figures 21. 2 and 21. 3 are recommended by Rossiter and Percy(1997). If a low-involvement decision process is determined with the target audience using a peripheral processing route, then the types of tactics shown in Figures 21. and 21. 5 are recommended. †¢ The Rossiter-Percy approach provides for a range of advertising tactics that are oriented to the conditions that are determined by the interplay of the level of involvement and the type of dominant motivation. These conditions may only exist within a member of the target audience for a certain time. Consequently, they may change and the advertising tactics may also have to change to meet the new conditions. There are two points that emerge form the work of Rossiter and Percy.The first is that all messages should be designed to carry both rational, logical information and emotional stimuli but in varying degrees and forms. Second, low involvement conditions require the use of just one or two benefits in a message whereas high involvement conditions can sustain a number of different benefit claims. This is because †¢ persuasion through the central processing route is characterized by an evaluation of the alternative s within any one product category

Manic Depression Essay Example | Topics and Well Written Essays - 1000 words

Manic Depression - Essay Example There is not a specific year for this illness to appear but it is a long-term disorder that has to be treated carefully all along the patient's life (NIMH, 2008). NIMH points out the following about this mental disorder: "Manic-depression distorts moods and thoughts, incites dreadful behaviors, destroys the basis of rational thought, and too often erodes the desire and will to live. It is an illness that is biological in its origins, yet one that feels psychological in the experience of it; an illness that is unique in conferring advantage and pleasure, yet one that brings in its wake almost unendurable suffering and, not infrequently, suicide." It is relevant to note that during the manic episode the person can feel very creative, and it is well known that very intelligent people has suffered from this illness. One dangerous feature of the bipolar disorder or manic depression is the fact that during severe crisis the patient can experience psychotic symptons like hallucinations (hearing, seeing, or sensing the presence of things that are not actually there) and delusions (false, strongly held beliefs not influenced by logical thinking or explained by a person's cultural concepts) (NIMH, 2008). These psychotic symptons appear according to the manic or depressive state the patient is experiencing. For example, delusions of grandiosity thoughts reflect a manic state, and suicidal thinking reflect a depressive state (NIMH, 2008). It is important to differentiate between major depression and mania as Conrad Stppler remarks it: "What differentiates bipolar disorder from major depression is the occurrence of manic episodes, often described as emotional "highs," between the episodes of depression. Symptoms of manic states are varied and include restlessness, increased energy, euphoric mood, racing thoughts, poor judgment, intrusive or provocative behavior, difficulty concentrating, and a decreased need for sleep. People experiencing manic episodes often speak

Art Friedman - Friedmans Appliance Case Study Example | Topics and Well Written Essays - 250 words

Art Friedman - Friedmans Appliance - Case Study Example Earning a decent salary followed by  convenient  and safe working conditions  depict  the hierarchy of needs. A generous salary acts as a first  level  motivator then  suitable  working conditions  come  in as a  second  level motivator. The factor applying to Friedman’s Appliance is hygiene factor. These factors include; quality of supervision, working condition, salary,  administration  and  company  policies. The need for  achievement  also applies in Friedman’s Appliance. Employees with the need of achievement were free to choose their  appropriate  working  schedule  and  propose  their  pay  (Lussier  &  Achua, 2010). Equity and  expectancy  theories do apply in Friedman’s Appliance  case. Employees  expect  their input and outputs to be at par as outlined in Equity theory. In Friedmans Appliance, employees could choose their level of  salary  in accordance with their level of input. According to  expectancy  theory, there is a direct relationship between motivation and the  performance  generated. Employees at Friedmans Appliance increased their productivity with  an increase  in their salaries (Lussier  &  Achua, 2010). Friedman employed positive reinforcement. Positive reinforcement is adding a stimulus in order to  achieve  a  superior  response. Employees at Friedmans Appliance got a pay raise and also had the benefit of choosing their working schedule. These, in turn, increased their productivity (Lussier  &  Achua, 2010). Conscientiousness is one of the five personality dimensions illustrated by Art Friedman. Employees illustrated this by being achievement-oriented, disciplined and organized. Friedmans Appliance employees exhibited this goal-directed behavior. Their conscientiousness positively correlated with their productivity (Lussier  &  Achua,

Chinas Rapid Economic Growth and Transformation Essay

Chinas Rapid Economic Growth and Transformation - Essay Example China’s rapid economic growth and transformation can be attributed centrally on the revolution from an agrarian economy to and industrialised one. This move can be analysed in various ways. Drastic changes have taken place in the economy and the manufacturing sector contributes to the larger portion of the country’s GDP. The role of the agricultural sector has increasingly decreased over the years. Additionally, the role played by the private sector has increased significantly since the economic reforms in 1978. There have been reforms to promote economic activities in the private sector such as the inclusion Protection of private property in the constitution. The sector is a dominant force in the economy and is responsible for the creation numerous job opportunities in the country and a main source of capital funding. Opportunities and Challenges for Retail Businesses in China The retail business in China is taking off at an incredible rate. In next to no time, the sales are expected to reach 1 trillion US dollars annually. In fact, China’s retail market is among the largest in the world. This is due to increasing income levels, a fast growing economy, deregulation of the retail sector and an increasing retail market. An exponential increase in the number of hyper markets, super markets, appliances, department stores and electronic stores especially in Eastern China. The main opportunity in the retail market lies in the huge customer base. China has one of the largest populations globally and this guarantees a readily available market for the retailers.Additionally, the financial sector is highly lucrative owing to the immense potential possessed by the Chinese household savings. Foreign investors are attracted by the high production capabilities and the supply of labour. China has a well developed infrastructure that holds massive potential for ret ailers to develop complex transport services. The most noteworthy development for retailers was China’s accession to the WTO in 2001. Furthermore, the country’s trade barriers and market barriers have been eliminated opening the vast domestic market (Lai, 2006:22). In spite of the booming retail market in the China market, there are several challenges facing the sector. There are various risks and challenges resulting from inflation and fluctuating economic trends in the market. In addition to, there are cultural differences between the natives and retailers from other countries. Other challenges in the market inadequate retail market information, an ambiguous legal environment and a highly unskilled labour force (Wong and Lai, 2006:58). Main Factors That Can Limit Personal Consumption in China and Can Prevent it from Driving Economic Growth in China Personal consumption can be simply described as the total amount of goods that an individual is able to purchase. It is important as it contributes to the aggregate consumption therefore is said to have an impact on overall economic growth. The most important factors affecting individual consumption is the prices of goods. When the prices of commodities are high, consumption will be limited resulting to decreased economic growth. In case where the importation taxes are high, the prices of

An Immaginative and Reflective Response to Toni Cade Bambara's 'The Personal Statement

An Immaginative and Reflective Response to Toni Cade Bambara's 'The Lesson' - Personal Statement Example Mm-hmm. And you better not nurse your wounds or cry. Or she'd give you somethin to cry about. Momma didn't play. She was serious. Yes child . . . those were the days. Sylvia got it easy, she just don't know. One day she walked her lil ass off in this house with Sugar draggin behind her, and I knew somethin was wrong. She had been with that Miss Moore. Miss Moore needs to get some place and sit down, cause she ain't no better that the rest of us . . . just cause she went to college. Ump! Anyway, that child comes off in here with nuthin to say, and she always has somethin to say. She flopped down on the couch and monkey-see-monkey-do-Sugar, flopped down beside her. I didn't say nuthin either, cause I didn't know what game they were playing. Besides I had my own game to play in about an hour. I work hard all week. Weekends I want to knick my shoes off, listen to some blues, or some of that jazz they be playing up here. Me and some other mothers, from down home, get together now and then to play dominoes. We Anyway, they were talkin about some rich folks' toy store. Talkin about how much rich folks pay for their toys. They were all worked up. I first got mad. I told them that they got toys. Appreciate what you got. But they said stuff about how they didn't even know what they didn't have. And this is supposed to be the land of opportunity or some shit about the pursuit of happiness. So we shouldn't just settle for stuff like my "DOMINOES." Well when I told her I like me some dominoes, my girl said under her breath, "Yeah that's 'cause that's all you know!" "Yeah." Sylvia agreed. "Miss Moore's so-called educational trips" I glared at them with my eyebrows raised. "Miss Moore wants to teach us shit we don't know." Sugar answered as humbly as she could. I told 'em I knew I shouldn't let 'em go no where with that crazy bitch. And what I say that for "I beg your pardon!" Sylvia mimicked Miss Moore. "Miss Moore taught us what real money is. And that right now we don't have none. But that's gonna change." "Yeah baby . . . that's gonna change." I agreed with her 'cause she reminded me of why we came here in the first place. And how I can't forget that. Can't let my baby forget that neither. Yep, they say it takes a village to raise a child. Your Name 3 Part 2-Short Analysis of Continuing Education I chose to write an imaginative text from the point of view of Sylvia's mother as a response to "The Lesson". I entitled it "Continuing Education". In the response l kept the context of Bambara's "The Lesson" for the setting, the characterizations, and the voice. Although with the change in point of view, came a change in narrator. Sylvia's mother was a reliable narrator. I chose a summarized dialog to present the story more as a reflection of what might have happened in an imaginative continuation of "The Lesson". I attempted to show how the story affected the main characters and their lives. My attempts addressed some areas that were not clear, such as what went on with the mothers in the apartment that they spent time in. I wanted to provided incite to why the children were not allowed. As

Understanding Spinal Stenosis Essay Example | Topics and Well Written Essays - 1000 words - 3

Understanding Spinal Stenosis - Essay Example As in this case, initial clinical presentations of some patients are often complicated with several individual factors such as age and physical activity. In fact, signs, and symptoms a headache and dyspnea can be extremely subjective and may significantly vary with each patient judgment. Furthermore, some conditions do not immediately present to instantly warrant a thorough investigation, only manifesting when much damage has already occurred to be clinically evident. Possible aggravation of a previously known condition also contributes to the complexity of the case. As such, arriving at a logical and rational medical diagnosis may at times be challenged with the inconsistencies of observed and reported manifestations by the patient compared with the results of diagnostic and laboratory procedures performed. Â  Even so, appropriate education remains to be one of the most important roles of the nurse in meeting this patient’s physical and psychological needs and prepare her for the foreseen battery of tests necessary to confirm or refute a diagnosis. Maintaining physiological integrity through dependent and independent nursing interventions are necessary for a comprehensive patient care. Besides that, it is also imperative to maintain being an advocate so that the patient is not subjected to unnecessary danger during the performance of these tests (Best, 2002). Â  Although the patient’s manifestations strongly suggest an underlying heart condition, laboratory and diagnostic studies reveal otherwise. Radiographic results indicate dextroscoliosis and degenerative disc disease of the thoracic spine, degenerative bilateral arthritis of acromioclavicular joints, degenerative arthritis of the left glenohumeral joint, a normal heart size, and focal arteriosclerosis of the thoracic aorta.

Porter's Industry Analysis Case Study Example | Topics and Well Written Essays - 750 words

Porter's Industry Analysis - Case Study Example Creative, Samsung and Sony and a plethora of other companies manufacture small, portable music players which is an answer to apple ipod, since ipods are quite expensive people prefer buying other reliable music players which are way cheaper than the ipod. Barriers to Entry: Some of the most important points which should be considered under this section are as follows: Time and Cost of Entry Knowledge Economies of Scale Technology Other Barriers Fake Stores in China: â€Å"Recently it was found that there are several fake stores of apple in China, the fake apple products are bound to cost the company losses.† (Fake Apple Stores in China) Several big companies have lost a lot of money because of counterfeit products sold by the fake sellers. These fake stores will directly impact the credibility and the profits of the company, today there are fake stores in China, and tomorrow fake stores may open up in European countries. This will severely impact the brand name of the products and it will also hamper the reputation and the profits, this is a huge barrier and Apple must do something about it. â€Å"The favorable brand perception had also increased sales of Macintosh computers. So iPod gives the company access to a whole new series of segments that buy into other parts of the Apple brand. Sales of its notebooks products is also very strong, and represents a huge contribution to income for Apple.† (Apple SWOT) Threat of New Entrants: The following points must be considered under threat of new entrants: Verizon allows streaming audio and video with the help of a software called v-cast New entrants equipped with disruptive technology could affect apple significantly Bargaining Power of Suppliers: Intel, IBM, Motorola and others are big rivals of apple when it comes to processors and computer technology, it could give the new ipad and the iphone a good run for its money Sony, Warner, BMG and others are huge suppliers of music ABC, Fox, Sony and many oth ers are huge suppliers of movies and popular television shows Bargaining Power of Customer: Peer to peer technology provides free music to the customers Distributors may press apple to reduce its price or for better terms Economic downturn will lead to decreased spending of customers Substitutes Present a Substantial Threat: Satellite radio is becoming increasingly popular for music Xbox and the PS3 provide great entertainment, media and music can be enjoyed on these gaming consoles Dvds and Cds provide an alternate source of movies and music Theaters, cable tv and other sources are alternate sources for movies and videos Recommendations for apple: Maintain the same quality but bring down the prices a bit Joint ventures would surely prove profitable plots Focus on knowledge management Open more stores so that customers can easily get their hands on the latest products Work at making the technology better, innovation is the key to success. References Apple has More Money than the US Government (2011). Tech News. Retrieved from

Selection bias Essay Example | Topics and Well Written Essays - 250 words

Selection bias - Essay Example The lack of a control experiment enhances the manifestation of the selection bias especially given the fact that some of the selected sample die. In determining the credibility of the study, one must investigate the initial distribution with the view to determining the nature of the selection bias. Selection bias is a statistical error that affects the validity of the study. By analyzing the nature of the error as is in the study alongside, it becomes easy to interpret the variables by manipulating other features of the study. Estimating the effects of unbiased treatment is yet another fundamental way of determining the credibility of the study. Such strategies as case matching, multivariate stratification and covariance adjustments help observe consistencies in the research thus validate the credibility of the research (Bostrom, 2002). Indeed, the study had a selection bias of concern. The study graph shows that the groups scored four points higher on the pretest than the comparison group. Additionally, the group had an average of fifty-four while the comparison group had an average of fifty. Such is a manifestation of an error that requires effective treatment during

Social Problems Caused by Abortion Essay Example | Topics and Well Written Essays - 750 words

Social Problems Caused by Abortion - Essay Example For the conclusion, the summary of the researcher's learning outcomes will be enumerated. There is a huge difference between the number of Baby Boomers population (born between 1945 - 1964) with 76 million as compared to the Generation X's (born between 1965 - 1980) with 46 million. (Francis-Smith, 2004; Allen, 2004; Raines, 2002) Basically, the signficant differences on the number of population between the two generations contribute a lot to the increase of social problems related to the future pension plan for the Baby Boomers. Since the population of Generation X is significantly much lesser than the population of Baby Boomers, the amount of taxes that can be collected from Generation X would become insufficient to sustain the large sum of money needed to support the pension pay of each individuals belonging to the Baby In line with this matter, Senator Zell Miller stated that "killing: of unborn children has caused a number of social problems in the United States including limiting the number of people who could be productive workers and contribute to social security." (Ertelt, 2007) Also, given that millions of American fetus were legally aborted either intentionally or against the free-will of the pregnant American woman, the United States need to accept more highly literated foreigners to immigate into the country. Based on medical tests, women who has undergone the process of abortion may result to a long list of negative physical, emotional and psychological adverse effects. (Coleman, Rue, & Spence, 2007) As part of the negative psychological effects of abortion on young girls and women, more than 25% of them are seeking the professional help of a psychiatrist. (Badgley, 1977: 313 - 321) Some women who could not tolerate the emotion and psychological disturbances caused by abortion may also have difficulty in getting some sleep or experience nervous disorders and post-traumatic stress disorder (PTSD) which may require them to be admitted to a psychiatric hospital. (Barnard, 1990; Ashton, 1980) Some of these women may also have an increased risk to minor and major infections, the symptoms of excessive bleeding, chronic abdominal pain due to the tearing of the uterus, cervical injuries and gastro-intestinal disturbances. (Reardon, 1987) In case these physiological symptoms are not properly taken cared of, the woman may end up losing their own lives. (Frank et al., 1987; Reardon, 1987) Since women who has gone through abortion may be at risk of mental, psychological and physical problems, each of these women would not be effective enough in fulfilling their role in the society as a wife and a mother. Society's Contribution in the Development of these Social Problems The society has a

Art is Art Essay Example for Free

Art is Art Essay What is considered art has been a controversial question for many years in history and today. There are various forms and types of art. Because art is very complex and diverse, it is viewed and conceptualized in many different ways. Nancy G. Heller states even though a type of artwork is hard to understand, it’s considered art, and artwork that people don’t understand shouldn’t be disregarded from other types of art. She feels as though people shouldn’t be intimidated by artwork that’s hard to understand and her main goal is to try to help people feel more comfortable around art they don’t understand. Picasso believes that all art needs to be an original in order to be considerably successful. He states that nature and art are completely different things. Picasso explains that art is a lie that allows us to realize the truth. And finally, John Berger speaks about publicity being a form of art, and how it uses art to manipulate people into buying what is publicized. Berger says publicity ads have a way of working because ads focus on the future, which people are attracted to more than the present. Each of these authors have different opinions on how art is viewed and conceived, however they unite from similar points in their views. All art is art, and shouldn’t be dismissed. In â€Å"’Statement to Marius De Zayas,’ 1923,† Picasso states that art has to convince people of its truthfulness. In his article, Picasso defends the art of cubism.—because cubism, like many other types of art, is not understood yet by most people. However, cubism isn’t any different from a type of art someone likes and understands—it shares the same principles or elements as any/ all other types of art. Picasso elaborates on his claims by giving the reader an example of him reading an English book. He says that reading a book doesn’t make sense to him, yet it doesn’t mean that the English language doesn’t exist. He states that no one should be responsible for him not being able to understand what he doesn’t know much about. Picasso believes that an individual shouldn’t say a type of art isn’t art only because they don’t understand it. The individual should, instead, try to understand it, and if he/ she still doesn’t consider it to be an art, the individual should claim to just dislike that specific type of art. Picasso and Heller both agree that art is art and that it shouldn’t be questioned. Nancy G. Heller’s book, â€Å"Why a Painting is Like a Pizza: a Guide to Understanding and Enjoying  Modern Art† starts with the author’s experience making a pizza in Texas. From her experience, she concluded that painting is like a pizza. Just as many people have a variety of taste in pizza that they prefer, when people look at art, they have certain preferences in art as well. Some people usually completely dismiss certain groups of art, saying its not art at all. Heller defends artists who are victims of these cruel remarks by saying, â€Å"anything anyone says is art should be in fact be regarded as art† (Heller 10). All art should not only be regarded as art, but art also is a lie that uncovers the truth. In Heller’s article, one of her examples shows Rosa Bonheur’s painting â€Å"’The Horse Fair’ (1853).† This painting is very realistic like a photograph. On the contrary, the painting is just very convincing. Bonheur’s painting of the galloping horses lie to the viewer, because the horses aren’t actually galloping in front of the viewer. However, it helps the viewer recognize the truth from the artist’s lies. All art lies, which help the viewer, uncover the truth. Nature and art aren’t the same. Only something real can be natural. Picasso agrees with Heller by saying, â€Å"nature and art, being two different things, cannot be the same thing. Through art, we express our conception of what nature is not† (Picasso par. 5). Picasso states that art needs to be an original idea—otherwise it is useless. An artwork being orig inal allows the viewer to notice the truth. He suggests that art isn’t actually what the artwork portrays. â€Å"Art is not truth. Art is a lie that makes us realize the truth† (Picasso par. 3). Although paintings aren’t real, it can symbolize something that is real. In â€Å"Ways of Seeing† by John Berger, the author talks about all art (publicity ads or paintings) must be convincing to the viewer. â€Å"Publicity begins by working on a natural appetite for pleasure. But it cannot offer the real object of pleasure and there is no convincing substituted for pleasure in that pleasure’s own terms. The more convincingly publicity conveys the pleasure of bathing in a warm, distant sea, the more the spectator-buyer will become aware that he is hundreds of miles away from that sea and the more remote the chance of bathing in it will seem to him† (Berger 132). The author gives an example of how publicity ads work by suggesting if a publicity ad was to show the pleasures of bathing in a warm  and distant sea, the viewer (or buyer) will realize that he is many miles away from the sea that the ad is portraying, and the chance of bathing in that sea will seem far to him. If the viewers aren’t convinced from art, whether it’s a publicity ad or a painting, that artwork is not successful. If a viewer thinks that the representation of whatever the ad is trying to sell is intangible, the viewer will be less convinced. John Berger and Picasso share the same beliefs that art should live in the present. Since there is constant exposure of publicity ads, Berger believes that ads live in the present. Publicity ads are located almost anywhere in this world. From magazines and TVs to buses and billboards, ads are everywhere. Publicity ads are not only constantly around a person’s surroundings, but also are always updated and/ or renewed. Although Berger talks about publicity ads living in the moment, they never represent the present time. Picasso similarly states, if a painting is looked at and appreciated by the viewer, it’s alive, living in the present. Picasso’s work has been echoed in his own idea. All of his work â€Å"was made for the present and with the hope that it will always remain in the present† (Picasso par. 11). Picasso gives an example of the Greek and Egyptian art. He proclaims that Greek and Egyptian art is more alive today than it was when the artwork as cre ated. People are intrigued about how the artwork was made back then, and that alone keeps the early Greek and Egyptian artwork alive in the present. All authors have common beliefs on how art should be viewed and conceived. Art is art and it shouldn’t be questioned. If art is hard to understand, it shouldn’t be dismissed as not art†¦ it should categorized as a type of art an individual dislikes. Furthermore, paintings don’t tell the truth; however it is filled with lies that help an individual recognize the truth through the painting being convincing. And lastly, an artwork lives in the present time—even if the artwork was made in the past. Work Cited Berger, John. Ways Of Seeing. London: Penguin Book, 1977. Print. Heller, Nancy G. Why a Painting is Like a Pizza: a Guide to Understanding and Enjoying Modern Art. Princeton: Princeton University Press, 2002. Print. Picasso, Pablo. â€Å"Statement to Marius de Zayas.† The Arts. NY, May 1923. Translation approved by Picasso. Web. 18 September 2012. .

Fashion retail industry | Strategic Management

Fashion retail industry | Strategic Management Strategic Management of fashion retail industry Introduction The fashion retail industry is a very sophisticated, constantly growing sector. It is the second largest industry in the UK. However Studies show that 80% of clothing retailers fail within the first five years (Power home biz). Consumer taste and preferences relentlessly changes thus organisations have to constantly evaluate the market to ensure the strategies fit with those of environment. According to Michael Porter, 1980s in order to compete in the market, organisation has to be either a cost leader or a differentiator. He went on further in his value chain analysis model to state that organisations who gain competitive advantage exploit their core competences to create value for both the organisation and the customers. However, the fashion retail industry encompasses many opportunities for growth as well as many threats that can negatively affect an organisation. In their quest to gain competitive advantage and grow many organisation adopted different strategies; they are organic growth by reducing the cost in all value chain activities while others has grown through merger, acquisitions and or strategic alliances. In order to gain an insight into why some organisations remain competitive this project will 1. Undertake a detailed analysis of two companies within the airline industry by evaluating their past corporate strategy using supporting evidence from quantitative and qualitative data. 2. Identify the ways in which these organisation are gearing up to cope with the current global crisis Methodology An analysis Asos and New look was done using Secondary data. These companies have adopted unique strategies which enabled them to remain competitive in the airline industry. However, the secondary sources used were journal articles text books, websites, annual reports, press releases, newspaper clippings and other studies. Secondary analysis was chosen because of time constraints and the kind of information requested, it was impossible to collect it using other research methods. Secondary data analysis, saved time and money and also information were readily available. Conversely, some data was of questionable accuracy and reliability and furthermore the data was old and did not reflect the changing market conditions. Background to models Every organisation must have strategies. According to an ancient Greek writer Xenophon (Cummings 1993: 134) â€Å"strategy is knowing what business you propose to carry out.†(MacMillan and Tampoe, 2000). There are many academic contributions to strategy, Writers such as Drucker (1995), chandler (1962), Ansoff (1987) and Andrew (1971) has all provided the framework for the classical school approach. McKinsey 7S framework. Developed in the early 1980s by Tom Peters and Robert Waterman the basic premise of the model is that there are seven internal aspects of an organization that need to be aligned if it is to be successful. This model is on the basis that Out-of-date approach because it insufficient account is taken of personality factors Also, it Creates organisational structures where people can exercise only limited control over their work environment. However there are many other frameworks to understanding strategic position such as PEST analysis, Michael Porter five forces or even the BCG Matrix. According to Mintzberg, Ahlstrand and Lampel (1998) there are 10 school that can be used to understand strategic thought, the first three are design, planning and positioning which is classified as prescriptive on the other hand entrepreneurial, cognitive, learning, power cultural environmental and configuration the classified as the descriptive John and Scholes, (2008). Overview of New Look and Asos New Look and Asos are both Public limited companies located in the UK. These organisations operate in the fashion retail industry. However, they have equally enjoyed success but have adopted diverse strategies in order to gain competitive advantage. On one side of the continuum is New Look which was established in 1969 in Taunton. The company has combined both block and mortar and online services in order to gain competitive edge through the use of low cost strategies. On the other end of the Continuum is Asos which is an online retail store which was established in 2000. It has over 35, 000 branded and own label products available and over 1500 new lines added each week. The company Internal analysis of Asos and New Look using Mc Kinseys 7s model Qualitative analysis Structure: The structure of an organisation is important for innovation, expansion and transformation. New Look headed by its Chief Executive Officer Carl Mc Phail since 2008 has continued to prosper by grasping every opportunity and addressing challenges. The structure of New look is one where teamwork is encouraged, time and resources are spent developing employees also there is high investment in processes which creates value for stakeholders. As part of their global objectives, a review was undertaken of the way the company is structures and an assessment of the difficulties faced was done. As a result organisational functions such as merchandising, design and marketing was moved to London which resulted in increased access to the existing talent pool that London offers and unlocks This will provide marketing synergies with Others functions such as Finance, IT and HR support functions remained at the head office in Weymouth, this strategy is a shift from centralised decision maki ng process to more decentralised process that enables flexibility. A bi-annual review of risks is conducted at the Group level linked to the budgeting process, to which all departments contribute. On the other hand Asos is managed by a Board of directors who are responsible for taking all major strategic decisions and also addressing any significant operational matters, they monitors monthly progress in order for effective and efficient operations within the workplace. The structure of Asos is one where there is a lot of bureaucracy (Max Weber) in the decision making process, hence Asos has adopted the Classical school approach. System: New look has combined offline and online operations in order to gain competitive advantage. It has core competences to develop an ecommerce operation which has allowed the company to reach a large audience with no extra cost for marketing, advertising or operating long channels of distribution. Additionally the retail outlet provides for customer who needs to make immediate purchase, as a result of its efficient stock rotation, with stores receiving fresh stock weekly, this has encouraged shoppers to return regularly. The combination of both online and offline business has enabled new look to make efficient use of human resources, proper stock management and reduce cost significantly. This has provided marketing synergies with the international store roll-out to strengthen our brand and offer to customers. On the other hand Asos has only adopted the online approach to business as a result in the organisation has the ability to constantly increase its product offerings with no additional cost for advertising and marketing. Over the past year, we have invested in systems to support our back office operations of buying, merchandising and fulfilment, recently installing a new warehouse management system at our Hemel Hempstead warehouse. This system will support our increasing range size, international expansion, as well as our demands for advanced delivery and returns options. In March 2009, new navigation features such quick and easy browsing of the extended product ranges, 360 degree view of all shoes and accessories and catwalk for men wear and for ASOS Outlet. A unique distribution platform for its brand partners. Style: New look has a transformational leader who believes in change through communication. Hence In September 2008, a major company communications day was held in London to embrace the growing international status and clearly communicate the strategy and goals, approximately 800 employees from the UK, Ireland, France, Belgium and Middle East franchise partners attended. Also employees are constantly survey to find out how they feel about working for the organisation and also a web forum called ‘my Look staff was created to allow employees to communicate directly with each other and also tell us their opinion. On the other hand Asos has a transactional leader who works with the current organisational structure, where by the board that in order for the organisation to be successful constantly monitor the overall. Staff: New look has a lot of experienced staff, which are considered stars and a few learner and a hardly any deadwood as result the organisation has introduced a fair recruitment methodology and an induction programme to the company, which highlights areas and the job that will give people the best possible start to their career with New Look. Also the company has launched some initiatives during the year to ensure that develop the learners and retain the star employees these programmes includes leadership training programmes, further management workshops and development of our Staff Council consultations. On the other hand Asos as an online retailer deals with limited staff in comparison to new look. Similarly they have training programmes that encourages employees to develop. Skills: New Look through it skills and experience is now producing 71% of its products, an increase from 62% in 2008 which enabled the organisation to continue make further market share gains. With its powerful brand, seasoned management team and dedicated employees, new looks is able to gain competitive advantage. On the hand Asos is heavily reliant on their IT infrastructure. Significant impact on the business could result from a failure in these systems. Regular testing and updates are undertaken by the Group to ensure the continued integrity and efficiency of its systems. Shared Values: New Look has a strong culture that encourages employees to be more involved in the decision making process, this enables them to develop their leadership skills. According to Herzberg, it creates motivation that leads to higher productivity and efficiency. On the other hand Asos retain control through centralised decision making by top level management, this type of management speeds up the decision making process but it could act as a de-motivator. Strategy: New Look has adopted a value-priced strategy which is dress smart for cheap featuring low-priced fashions often imitating the ready to wear designer labels. These items are as much as 10 to 15 percent lower than competitors. Also as part of it expansion strategy, it is constantly relocations from smaller stores in existing markets to successful larger format stores. On the other hand Asos acts an online department store where they provide high fashion brands and inspired by catwalk ready to wear. This strategy has enabled the company to company to have a variety of product range which grew by 157% resulting in 21 21,300 option on site at the end of march 2009 up from 8,300 at the end of march 2008. Quantitative Analysis of New look and Asos Market Share According to the annual report of 2008-2009 New look has a market share of 2.99% whereas Asos has a market share of 5.13% this was as a result more user friendly application by Asos such as the cat walk feature and 360 degree view which makes the website more user friendly. Operating Profit New looks operation profit decreases significantly from  £138.6 million to  £138.2 million a decrease of  £.4 million this was as a result of increased administrative cost. On the other hand Asos operating profit increased by 100% to  £13. 9 million but the operating margins weaken slightly from 8.6% in 2007-2008 to 8.4 % in 2008-2009. The 270 basis point gross profit margin decline was offset by an improvement in operating cost ration. Similarly, New Looks experienced net loss which increased from  £ .1m to  £.4m a difference in loss by  £.3 million. Alternatively Asos achieved a net profit increased of 98% from 5.1 million in 2008 to  £10 milion in 2009. New Look revenues has increased from 1169.10 million in 2008 to 1332.6 million in 2009 an increase of 2.1milion it was due to an increase in concession whereas Asos revenues increased from  £81 million in 2008 to  £163.4 million in 2009 a difference of  £ 82.4 million According to the annual account of 2008-2009 New look net cash flow has increased from  £211.6 million in 2008 to 220.7 a difference of  £9.1 million in 2009 this was as a result of working capital management, which enabled the company to increase its net cash flow from operating activities. Whereas Asos net cash flow has increased from  £8.1m in 2008 to  £16.54 in 2009. Asos net cash flow was up by 105% in comparison to 2008, this was as result of enhanced product choices coupled with compelling promotions. Earnings per Share Asos, earnings per share increased from 6.9% in 2008 to 13.6 in 2009 and increase by 6.7 on the other hand there was no earning per share for new look. Trade Receivables and Payables New looks trade payables have increase from to  £207.5m in 2008 to  £260.8m in 2009 difference of  £53.3million % and similarly its receivables increase from  £6.7m to  £7.8 million a difference of  £1.1million conversely Asos trade payables remained constant at 381 million while trade receivables increase from  £0.47miliion to  £0.50 million a difference of .3million. An assessment of the current Corporate and business strategies of New look and Asos. Business organisation operates in a very dynamic environment which requires organisation to develop strategies to ensure future success. In order to prevent strategic drift an organisations objectives must be â€Å"alignment† with the long term goals furthermore the business strategies and organisation strategies must â€Å"fit† with the environment. As a result value would be created for stakeholders. Objective of New Look â€Å"The goal is to be The Favourite International Fashion Value Group, with a significant presence outside the UK.† Objective of Asos â€Å"The goal is to be the leading fashion Website in the UK and attract a growing number of overseas markets.† Joint Ventures New Look has a product supply joint venture in Turkey and an office in Singapore to co-ordinate the shipment of stock sourced from the Far East this. Similarly Asos joint venture with Crooked Tongue allows them to participate in sales from additional customer segment these joint ventures enables to reduce cost by creating efficiency and increase profitability hence market growth. IT strategies Secondly, the investment in IT strategy enables better management of information systems; this in turn reduces cost and increase efficiency. This investment support back office operation such as buying, merchandising and execution. With the unique distribution platform, supersaver option, premium same day delivery including Saturdays and 85 % of trackable orders, all create value for the organisation and customers. Additionally the installation of the new warehouse management at Hemel Hempstead supported the increased in international expansion, returns option, size range, and the demand for an advance delivery. Motivational Strategies In addition, New Look motivate, retain and develop high calibre staff by rewarding them with competitive salary and benefit packages which are linked both to individual and business performance as well as the external employment market. The Group operates an Employee Share Ownership Trust that has been established for the issue of shares to certain Group employees, engaging managers in the ownership and financial success of the organisation. Incentives also include a 50% product discount in our stores. Asos combines a list of Motivational strategies such as bonuses, performance share option scheme, and share and management incentive plan with these type of encouragement employees are motivated to go the extra mil Expansion Strategies New look and Asos has both expanded into international market, But Asos has used a low cost mode of entry by extending its shipment to 58 different countries through low cost distribution, While New look used the franchising mode of entry, these reduce risk. Low cost and marketing Strategies New look and Asos used similar product and marketing strategies by offering cat walk features and similar brands from designer for lower cost. Similarly they have both used designers to market their own labels, but Asos differ from New look slightly because they offer a vast range of high branded product through it strategies alliances. Also both New Look has magazines that provide customer information about the latest trends and fashion; these marketing strategies help the organisation to penetrate the marketing using low cost strategies a term supported by (Ignor Ansoff). CRM Strategies Finally both New Look and Asos focus on Customer Relationship Management, through its social networking such as Twitter, Bebo and Facebook, this enables the organisation to get customer feedback about the product or service. However, Asos has 24 hours customers online care, which give the organisation the competitive edge. SQUARE FEET OF Plans to cope with the current global crisis The global economic crisis has forced organisation such as New look and Asos to think outside the box in order to survive. A result these organisation has developed strategies cope in the current economic crisis. Customers are seen as prosperity for an organisation as a result New Look and Asos has planned to continuously focus on customer satisfaction through improved customer service, quality for cheaper prices. Secondly New Look and Asos in line with their objective have plans to increase expansion into overseas market. However Asos wishes to maximise efficiency by investing heavily in Management information Systems and also in logistics to meet their international expansion strategies. While New Look plans to open new stores in new markets and develop the small stores in the existing market Also, the Group has now embarked on a significant development Programme to ensure all trading platforms and systems are fit for future international growth. This future operating model will take nearly three years to complete with total investment of  £30m and deliver significant benefits in trading strategy Additionally both companies wish to expand their product ranges and further develop their website to create a better customer experience. However New Look capitalising further on fantastic fashion press and online advertising. We will continue to build our global press coverage and develop high profile associations. O the other hand Conclusion In conclusion technology has brought many dimensions to the shopping, product are just a click away, consequently retailers have to be innovative, and constantly monitor the market to identify the trends, fashion and changing consumer taste so that their products could meet the need and wants of the target market. From the analysis above New Look and Asos are two organisations that operate in the retail industry. New look has been successful for the last 40 years because their flexibility, and ability to innovate, they have combined both off line and online operations, through reduced cost, quality and exploitation and efficient use of resources this has increased profitability. Whereas, Asos is an online retail organisation through the efficient use Management information systems, exploitation its unique core competences and efficient use of human resources has gained profitability, this organisation has adopted more a classical school approach to management. According to the Blue Ocean theory organisation has to develop a unique strategy, which is evident in these organisation analysis. Recommendations Even though these companies have experience high growth there are still areas that needs addressing: Asos Ø Asos needs to offer incentives not only to senior management as stated but to all members of staff in order to increase motivation which could in turn increase efficiency. Additionally should adopt a more participative approach in the decision making process. Ø Asos needs to carry out research and development activities which help the organisation to identify a niche which could create an economic advanatge. Also, the Organisation needs to be involved in more corporate social responsibilities activities. Ø Asos can adopt the Boston Matrix Analysis to help assess the value of different product categories. It must manage the dogs by removing or cuttings cost and convert question marks and stars into cash cows through promotion, this will increase the overall profitability of the business. New Look Ø New Look needs to increase shareholders value, this could be done using Michael Porter Value chain Analysis, this would help the organisation to invest resources on areas that gives the most value and subcontract those that add value which will increase effectiveness Ø Also New Look need reduce its overhead and administrative cost which is affecting the profitability. In this case the company should focus more on line shopping which reduces operating cost. Ø Also New Look focuses on other entry modes that would create profitability with risk such as exporting, distribution until they have studied the market. However in order for New look and Asos develop strategies that please all the stakeholders it should adopt the Balance Score Card model by Norton and Kaplan, this combine both qualitative and quantitative measures, acknowledges the expectations of stakeholders and relate an assessment of performance to choice of strategy Johnson and Scholes (2008). References and bibliography Dyer David, Dorton Ian, Grainger David Stimpson Peter (2000), Business Studies for AS, University Press, Cambridge. Floyd, David (1999), Business Studies, Letts Questions and Answers, Letts Education limited. Hammond, Susan (1994). Business Studies: Longman Group Limited. Johnson, Gerry, Scholes, Kevan Whittington, Richard (2008) Exploring Corporate Strategy: Text and Cases 8th Edition: Pearson Education Limited Eddie McLaney (2009) Business Finance Theory and Practice 8th Edition London: Prentice Hall Parsons, Richard (2000) Business Studies, The Revision Guide: Coordination Group Publications Limited. http://www.connexionsbedfordshire.org.uk/employers/pdf/Retail.pdf http://www.powerhomebiz.com/vol89/success.htm viewed on the 25th February, 2010 http://www.morningstar.co.uk/uk/news/article.aspx?lang=enGBarticleid=72703categoryid=13 viewed on 25th February, 2010 http://www.fundinguniverse.com/company-histories/New-Look-Group-plc-Company-History.html viewed 25th February, 2010 http://www.newlookgroup.com/media/pdf/Trading_Statement_January_2009.pdf viewed on the 25th February, 2010 http://www.asosplc.com/Doc/pdf/AnnualInterimReports/AnnualReport2009.pdf viewed on the 25th February, 2010 http://www.mindtools.com/pages/article/newSTR_91.htm viewed on the 25th February, 2010 http://search.hp.my.aol.co.uk/aol/search?invocationType=topsearchbox.searchquery=criicisms+of+7s+modelrp= viewed on the 26th February, 2010.

Gonial Angle as an Indicator for Growth Pattern

Gonial Angle as an Indicator for Growth Pattern ABSTRACT: Aim: To determine the gonial angle, upper gonial angle and lower gonial angle in patients with horizontal, vertical and average growth pattern belonging to the local Chennai population and determine if it can be used as a growth indicator. Materials and Methods: Gonial angle, upper gonial angle and lower gonial angle measurements were made on lateral cephalograms of 90 patients 44 males and 46 females. Results A one sample T test was used to determine the mean values for average, horizontal and vertical growth pattern and to check their level of significance. All the values were statistically significant with a P value = 0.000.  Conclusion: The upper gonial angle was the same irrespective of growth pattern. The gonial angle and lower gonial angle can be used as an indicator for growth. INTRODUCTION: Gonial angle is widely used in orthodontic cephalogram tracing. It is a valuable indicator to diagnose the growth pattern of patients and also determines the rotation of the mandible. The gonial angle can also be a handy tool in age assessment in extreme situations like mass disaster, remains of human dead exhumed and murderous mutilations, missing individuals, etc.[1]. The downward and backward rotation of the mandible is called as a high angle and these patients showed increased gonial angle. Contrary to this, upward and forward direction of mandible is called as a low angle and these patients showed a decrease in gonial angle.[2] Thus, it becomes one of the most important angles for determining orthodontic or surgical plans in a patient. A few studies focused on the mandibular angle, its change throughout aging, and changing relation to dental status. This study was conducted on lateral cephalograms of a total of 90 subjects. The aim of this study was to evaluate the gonial angle as an indicator for the growth pattern. MATERIALS AND METHODS: Lateral cephalograms of 90 patients which includes 44 males and 46 females belonging to the local Chennai population were obtained from the patient records of the department of Orthodontics. The growth pattern were grouped into three groups namely vertical growth pattern, average growth pattern and horizontal growth pattern based on the clinical and cephalometric FMA. The gonial angle was measured by taking the tangent to the posterior border of the ramus and tangent to the lower border of the mandible on lateral cephalogram (Fig 1). Because of the superimpositions seen on lateral cephalograms, reliable measurement of the gonial angle becomes difficult. The gonial angle was measured on the lateral cephalometric radiograph using a mathematical protractor. The angle is recorded in degrees. FMA, gonial angle, upper gonial angle and lower gonial angle are measured. Frankfort mandibular plane angle is the angle formed between FHP and mandibular plane (Tweeds, 1954).[3] Gonial angle is the angle formed by the points articulare, gonion and methon. Upper Gonial angle is the angle formed by the points articulare, gonion and nasion and lower Gonial angle is the angle formed by the points nasion, gonion and meton. The cephalograms were traced on matte acetate paper with 2H pencil under double illumination. Since only angular measurements were recorded magnification was not calculated. The values obtained were tabulated and subjected to statistical evaluation. STATISTICAL ANALYSIS: A one sample T test was done using SPSS 22 software to determine the mean values for average, horizontal and vertical growth pattern and to check their level of significance. RESULTS: Table 1 and Graph 1shows the results obtained. In patients with horizontal growth pattern, the mean value for the FMA was 19.6 °Ã‚ ±0.45 ° (P=0.000). The mean value for the gonial angle was 122.43 °Ã‚ ± 1.40 °(P=0.000). Mean value for lower and upper gonial angle were 66.80 °Ã‚ ±.01 ° and 55.30 °  ±0. 99 ° respectively with (P=0.000). In patients with vertical growth pattern, the mean value for the FMA was 33.93 °Ã‚ ± 1.32 °(P=0.000). Mean value for gonial angles was 130.20 °Ã‚ ±1.39 ° (P=0.000).Mean value for lower and upper gonial angle were 76.40 °Ã‚ ±1.39 °and 53.80 °Ã‚ ±1.15 ° respectively with (P=0.000). In the average growth pattern, the mean value for the FMA was 24.93 °Ã‚ ± 0.26 ° (P=0.000). The mean value for gonial angle was 127.03 °Ã‚ ±0.997 ° (P=0.000). Mean value for lower and upper gonial angle were 71.53 °Ã‚ ±0.9 ° and 55.17 °Ã‚ ±1.07 °respectively (P=0.000). DISCUSSION: Evaluation of growth pattern plays a major role in diagnosis and treatment planning. There are various cephalometric parameters to evaluate growth pattern. Those commonly used are SN to mandibular plane, Frankfurt horizontal plane angle and Jarabak’s ratio. However, fault in the SN plane and Frankfurt horizontal plane can produce erroneous results in growth pattern. The Jarabak’s ratio is based on the posterior and anterior facial height and does not reflect the rotation of the mandible. In the present study the samples were grouped into horizontal, average and vertical growth pattern based on the clinical and cephalometric FMA. The mean value of FMA was determined for each group and was found to be 19.6 °Ã‚ ±0.45 °, 24.93 °Ã‚ ± 0.26 ° and 33.93 °Ã‚ ± 1.32 ° for horizontal, average and vertical growth pattern and the values obtained were statistically significant with a P value of 0.000 and confidence interval of 95%. The gonial angle ranged from 119.5749 ° to 125.2918 ° in horizontal growers, 127.5048 ° to 132.8952 ° in vertical growers and 124.9940 ° to 129.0726 ° in average growers. The lower gonial angle range from 64.7351 ° to 68.8649 ° in patients with horizontal growth pattern, 73.5518 ° to 79.2482 ° in average growth pattern and 69.6812 ° to 73.3855 ° in vertical growth pattern. The upper gonial angle ranged from 53.2568 ° to 57.3432 ° in horizontal growth pattern, 51.4518 ° to 56.1482 ° in vertical growth pattern a nd 52.9738 ° to 57.3596 ° in average growth pattern. It can be seen that the upper gonial angle is almost the same in horizontal, vertical and average growth pattern. The lower gonial angle on the contrary increased in the degree of angulation from horizontal, average and vertical growth pattern and can be used as an indicator for assessing growth pattern. According to Rakosi,[4] the norm value for gonial angle in Caucasians with average growth pattern ranged from 128 °Ã‚ ±7 ° which was almost similar to our measurements 127.0333 °Ã‚ ±.99710 ° and ranged from 124.9940 ° to 129.0726 °. The upper gonial angle in Caucasians with average growth pattern ranged from 52 ° to 55 ° but in our sample it had a mean value of 55.1667 °Ã‚ ±1.07220 ° ranging from 52.9738 ° to 57.3596 °. The lower gonial angle in Caucasians was between 70 ° to 75 °. In the present sample the lower gonial angle ranged from 69.6812 ° to 73.3855 ° with a mean of 71.5333 °Ã‚ ±.90558 °. This value was less compared to the Caucasian population. CONCLUSION: The upper gonial angle was the same irrespective of growth pattern The lower gonial angle increases from horizontal, average and vertical growth pattern The lower gonial angle in the present sample is less compared to Caucasians The mean values in average growth in the local Chennai population were 127.03 °Ã‚ ±0.997 °, 71.53 °Ã‚ ±0.9 ° and 55.17 °Ã‚ ±1.07 ° for gonial angle, lower gonial angle and upper gonial angle respectively. All the values were statistically significant with a P value = 0.000 The lower gonial angle can be used as an indicator for growth pattern