Shakespeare and His Tyrants Essay Example for Free

Shakespeare and His Tyrants Essay Do you know who any of these people are? Adolf Hitler, Saddam Hussein, Muammar al-Gaddafi or Osama Bin Laden? These men used their authority who exercised power oppressively or despotically. They are defined as tyrants. But even during William Shakespeare’s time there were similar men who terrorised countries. Shakespeare portrays tyrants so that they will always suffer the consequences for their terrible deeds. The most famous of his tyrants are Richard III and Macbeth. In his tragedy Macbeth the main character Macbeth was once a thane (a low-ranking nobleman) and a hero but a prophecy creates a powerful ambition within him for power which leads him to follow a dark path. He ascends the throne by murdering the king and also killed anyone who threatened to take him off the throne. His impending doom loomed over him when a man named Macduff fought Macbeth to avenge the death of his loved ones (who were killed under Macbeth’s order). Macbeth was beheaded in the fight. He was a doomed man at the start. He was prophesised to die at the hands of another man and this shows that tyrants will always suffer in the end. In popular culture tyrants similar to Macbeth are portrayed in remakes of plays, films and video games. A tyrant who was similar is Ulfric Stormcloak from Bethesda Game Studio’s game Skyrim. Ulfric Stormcloak was a Jarl (a chieftain) of the former capital of Skyrim. After learning ancient powers, he abused the knowledge by murdering the High King to take the throne. A war is waged to stop Ulfric. In the end Ulfric Stormcloak is beheaded in a siege on his fortress. This is very similar to Macbeth’s story because both of them are misled by their ambition for power which supports that Shakespeare has influenced the tyrants of popular culture. Richard III in the play of the same name is depicted as being deformed, self-absorbed and wanting nothing more than to gain power. His split personality developed his character. However his undoing and death occurred during a final duel with Richmond (later known as Henry VII of England) at the Battle of Bosworth Field. A tyrant comparable to Richard III is Queen Clementianna in the Snow White remake â€Å"Mirror Mirror†. The Queen is a very beautiful woman but she was narcissistic and cruel to her people. She believed that she was the rightful ruler of the land and orders the murder of Snow White (her step-daughter) which ultimately fails. The Queen talks in her spare time with her own mind (which is the mirror) except it is a much more wiser and younger version of herself. In the end she is foiled by Snow White and suffers her consequences for using dark powers against the King. She is transformed into a witch-like figure and Snow White rescues her long-lost father. Both of these tyrannical people are alike as they are both self-absorbed and deformed in many ways. They never have their happily ever after ending, lose their titles and are hushed away or killed (in Richard III’s case). This shows that tyrants always pay for their crimes. Unfortunately a small number of tyrants never suffer for the atrocious acts that they commit. This is outrageous as the wicked and selfish men and women of our society should suffer for their crimes. Shakespeare’s influence ranges from many popular topics such as love and violence but his portrayal of tyrants is cunningly similar to those of modern day culture. Would he have known that his view on tyrants was never going to change throughout the course of history? Who knows? But we will always know that tyrants were similar in both eras. Being a tyrant will lead to their own demise.

Hero and Mrs. Fisher Essay Example for Free

Hero and Mrs. Fisher Essay Heroism is a role model and someone who helps others with out personal gain or need, and they show support. Tangerine by Edward Bloor contains characters that are heroes and non-heroes. Paul Fisher is a hero while his brother, Erik, is not and Mrs. Fisher also has traits of heroism. Paul Fisher is a hero because he puts others before himself despite personal danger and because he does the right thing without need for personal gain. Paul helps people during the sinkhole incident at lake Windser Middle School. He saves other classmates and teachers from the portable classrooms, ensuring their safety (80). This shows Paul is brave and willing to protect his classmates in a horrible accident. Besides the sinkhole, Paul aids to the Cruz family during the freeze. He brings wood to Luis and chopped ice off trees, doing whatever they could to get a majority of them saved (214, 215). Paul helps the Cruz family without being asked to. He lies to his mom so she would let him stay and help (210, 213). Paul was committed to save the tangerine trees of Tangerine. Since Paul is friendly to people, he always has his friends backs and he understands them. Paul defended fire fighter Wayne when Mr. Fisher strongly complained about his unprofessional appearance (22). Paul figured that Wayne didn’t deserve a complaint when he knew what he was talking about. Paul also gave Joey Costello advice to move schools and become a War Eagle (121). Joey took the advice and moved schools, and he joined their soccer team. Paul didn’t want Joey to be unhappy with his new school hours, so he suggested Tangerine High. Paul looks out for his friends and is very encouraging. Besides Paul Fisher being a hero, his mom, Mrs. Fisher, also shows examples of heroism. Mrs. Fisher is a helpful citizen and cares about everyone’s safety. She hosts a parent gathering to discuss their sons’ football practice times (54- 55). Mrs. Fisher tries changing practice times so no other player will be struck by lightning, like Mike Costello. Additionally, Mrs. Fisher shows her safety concerns to Paul’s school about his eyesight, so he could have extra help (24). She wanted to do what was best for Paul but she wanted him to have to opportunity to play soccer. When Paul moved schools, she realized the best thing would be is not to inform them about him eye conditions, that way he would be able to play soccer. Not only is Mrs. Fisher concerned about safety; she is also supportive to her family and friends. Mrs. Fisher supports Erik by attending his football games (124, 125). She encourages and cheers for Erik while he kicks. She is proud of his hard work and accomplishments. Another way Mrs. Fisher is supportive is when she shows sympathy to the Costello family. Mrs. Fisher attends Mike Costello’s funeral and explains how sorry she was and gives love and supportive gestures to acknowledge her sympathy. While Paul Fisher and Mrs. Fisher both are explained through heroism, Erik Fisher is a non-hero. Erik is very selfish and only cares about him and has success as an individual. Erik is an amazing kicker; he always bragged about his skills and was convinced that he will be a star one-day. All he cares about is football and his future of football (20, 21). Erik thought he was better than everyone else. He was happy when Mike was killed because he knew he would benefit from it (51). Furthermore, Erik is also a non-hero because he is a bully. Erik makes fun of Joey because he tried to take off his brother’s shoes when he was dead. Erik didn’t know the real reason why he did that, he just noticed it and judged him poorly (110). Erik doesn’t care about how anyone feels or how he makes him or her feel; he amuses himself with their emotional pain. Erik also makes fun of Paul about his glasses. Erik called Paul â€Å"Eclipse Boy† and made up stories about how Paul’s eyesight failed (2, 54). Heroism is someone that puts others before themselves and is a role model. Paul and Mrs. Fisher are both heroes while Erik is not. The author wrote this story because he is a middle school teacher and wanted to share a story that exampled students in ways they are heroes. There are more heroes than there are non-heroes. Edward Bloor wrote this book for middle age kids so he tried to focus on the positive sides of people. There are heroes all around you but everyone has non-hero moments, you should learn from your mistakes.

Impact Of Sensory Marketing Marketing Essay

Impact Of Sensory Marketing Marketing Essay Existing research studies on sensory marketing efforts focus on the broad influence of sensory stimuli on consumer reactions to different brands. This research study narrows down the focus of sensory elements to olfactory and auditory stimuli and tries to analyze the effect of these stimuli on consumer emotions. Further the relationship between emotions generated out of these sensory stimuli and consumer purchase decision is being established. INTRODUCTION With ever increasing clutter in the advertising space as multiple brands vie for consumers attention simultaneously, capturing the consumers attention has become more challenging than ever for marketers today. Marketers realize the need for an alternative mechanism to capture consumer mind share in order to enhance brand awareness. Research shows that 99% of all marketing communication is based on what consumers see and hear. Scientific studies have proved that as human beings, 75% of our emotions are connected to what we smell rather than what we see and hear. Marketing in general seems to have neglected this very important sense, given the fact that branding is all about building emotional relationships between a product and the consumer. AN OVERVIEW OF THE SENSORY MARKETING APPROACH Marketers are finding new ways to build stronger connections to their customers and drive preference for their brands by employing scent, sound and material textures in immersive customer experiences. Sensory marketing is an emerging business discipline that applies analytical techniques to amalgamate the use of sensory stimuli such as scent, sound and texture in order to develop strong brands that are more memorable for customers than conventional visual branding techniques alone. Brands develop strong memories in consumers through content and communication cleverly packaged to appeal to our five senses. This results in stronger bonds between consumers and brands. The table below (a result of a survey by Brand sense) shows the importance of consumer emotions with respect to each of the five senses and the percentage marketing spend of Fortune 500 companies with respect to each of these senses. Figure 1: Perceived importance of senses versus marketing spend by Fortune 500 companies Sense % identifying each sense as very or somewhat important % spend against the senses by Fortune 500 companies Sight 58% 84% Sound 41% 12% Smell 45% 2% Touch 25% 1% Taste 31% 1% Source: Brand sense Sensory marketing applications Marketers from varied industries from automobile to food and leisure to entertainment have leveraged sensory branding in the last few years. One of the first movers to employ sensory branding is the Singapore Airlines, with its patented fragrance Stefan Floridian Waters, becoming its trademark and a standard company scent. The hot towels served to the customers perfume worn by flight attendants is standardized to this aroma to create an enthralling memorable in-flight experience. Cinemas have traditionally uses the aroma of popcorn to arouse the unique feeling of being in a movie hall. The breakfast cereal company, Kelloggs has patented a crunchy sound and feel of eating cornflakes that is unique in its own way. Mercedes-Benz had set up a division to work on the sound of its car doors to increase the perception of high quality among its consumers. Similarly many companies have tried to subtly exploit the impact of sensory perceptions in building their brands and ensuring better consumer loyalty. Purpose and scope of the study The purpose of this study would be to analyze at a basic level what impact sensory branding has on the purchase behaviour of consumers. Hulten, Bertin (2012) aims to depict shoppers touching behaviour in relation to the introduction of visual and olfactory sensory cues at point-of-purchase in a retail setting. The findings demonstrate that sensory cues exert a positive impact on consumers desire to touch.  Sensory cues frame consumers affective responses and decision making through involving the sense of touch. This study will aim to see to what extent and how multi-sensory marketing efforts have a positive impact on the consumer during his purchase decision making process. It would also look at cases of how marketers have leveraged sensory branding to positively influence consumer behaviour and present what are the key takeaways that marketers in particular can act on in order to increase brand awareness and induce trials. IMPACT OF SENSORY MARKETING ON PURCHASE BEHAVIOUR: EXISTING RESEARCH Academic research has shown that different sensory impressions impact consumer behaviour and perceptions of goods and services. The sense of sight is the most powerful one for discovering changes and differences in the environment and is the most common sense in perceiving goods or services. Impressions of sound have been analyzed empirically by Garlin and Owen (2006), Sweeney and Wyber (2002). The sense of sound is linked to emotions and feelings and the sense impacts brand experiences and interpretations. The sense of smell is related to pleasure and well-being and is closely connected to emotions and memories. The sense of taste is the most distinct emotional sense and often interacts with other senses. The sense of touch is the tactile one, related to information and feelings about a product through physical and psychological interactions. A multi-sensory brand-experience takes place when more than one of the five senses contributes to the perception of sensory experiences (Hulten, 2009). The author defines multi-sensory brand experience as follows: a multi-sensory brand-experience supports individual value creation and refers to how individuals react when a firm interacts, and supports their purchase and consumption processes through the involvement of the five human senses in generating customer value, experiences, and brand as image. Sensory marketing model Figure 2: A model for sensory marketing Sensorial strategies In relation to the five human senses Sensors Scent sensors Sound sensors Sight sensors Taste sensors Touch sensors Sensations Atmos-pheric Auditory Visual Gastro-nomic Tactile Sensory expressions The multi-sensory brand experience Customer equity Source: Hulten, Bertin (2009) A sensory marketing model takes its point of departure in the human mind and senses, where mental flows, processes and psychological reactions take place and result in a multi-sensory brand-experience. An individuals personal and subjective interpretation and understanding of a multi-sensory brand-experience is referred to here as experiential logic. This means that, for each individual, the logic contributes to forming behavioural, emotional, cognitive, sensory, or symbolic values. According to Bertin Hulten (2009), this consumer experience becomes an image, forming the mental conceptions and perceptions of interactions and inputs in the service process, which constitutes the final outcome of the multi-sensory experience within a brand perspective. This perspective is defined here as an individuals beliefs, feelings, thoughts, and opinions about a brand, based on the overall experience. Sensors aim at communicating sensations and sensory expressions that reinforce the multi-sensory brand experience for the customer. Sensations aim at expressing a brands identity and values as something distinctive and sensorial, in facilitating the multi-sensory brand experience. Influence of olfactory stimulation Hyojung Ho et al (2010) show that consumers understand the relation between specific product and smell by experiencing and learning. By this biological responses and the principle of classical conditioning that build through repetition, olfactory stimulation influences peoples attitude directly. And also, information from organ of smell can have an influence on peoples behaviour unconsciously by hypothalamus which controls an autonomic nerve and the endocrine system. The author shows that fragrance can create various kinds of positive emotion but the positive emotion cannot directly influence on willingness to buy in other product types. However, fragrance can be used for motivating to purchase. In addition, fragrance results in a wide variety of positive emotion on fashion goods. Fragrance can be used on marketing strategy as each products concept. Moreover, in the case of high technology product, satisfaction was the highest. And also, Consumers feel pleased and impressed from products with fragrance regardless of its product type. Auditory stimuli and consumer behaviour Park and Young (1986) examined the effect of music (present, absent) and three types of involvement (low involvement, cognitive involvement, affective involvement) on the formation of attitudes toward a brand in the context of TV commercials. Music increased the brand attitude for subjects in the low involvement condition but had a distracting effect for those in the cognitive involvement condition. Its effect for those in the affective involvement condition was not clear. They argue that music acted as a peripheral persuasion cue. The relationship between the fit of the mood induced music (happy or sad) and the purchase occasion (happy or sad) and its effect on purchase was studied by Alpert, Alpert, and Maltz (2005). While mood induced by music did not exhibit a main effect on purchase intentions, its interaction with fit was significant. The authors conclude that when music is used to evoke emotions congruent with the symbolic meaning of the product, the likelihood of purchase is increased. Haptics as a sensory marketing tool Terry and Childers (2003) show how haptic information influences emotions and consumer purchase behaviour. Haptic information, or information attained through touch by the hands, is important for the evaluation of products that vary in terms of material properties related to texture, hardness, temperature, and weight. The authors develop and propose a conceptual framework to illustrate that salience of haptic information differs significantly across products, consumers, and situations. The authors use two experiments to assess how these factors interact to impair or enhance the acquisition and use of haptic information. Barriers to touch, such as a retail display case, can inhibit the use of haptic information and consequently decrease confidence in product evaluations and increase the frustration level of consumers who are more motivated to touch products. In addition, written descriptions and visual depictions of products can partially enhance acquisition of certain types of touch information. The authors synthesize the results of these studies and discuss implications for the effect of haptic information for Internet and other non-store retailing as well as for traditional retailers. Analysis of literature with respect to impact on consumer behaviour The research studies analyze show that consumers are heavily using their senses in order to perceive the quality of the product and associate it with positive emotions. The perception of different marketing stimuli consists of emotional and cognitive processes, which take place within the consumer. According to the findings of these studies, sensory stimuli deriving mainly from the product and the packaging such as colors, modern style, pleasant smell, velvety texture and closure packaging sound, influence brand perception positively leading to a stronger (rational and emotional) bond between the brand and the consumer. Marketers need to pay attention, apart from the traditional means of the marketing mix (advertising, public relations, personal selling, sales promotion), to other very important sensory means, such as product scent and texture, store atmosphere (including store music), sounds deriving by their products. Sensory marketing is a relative new concept, which involves the creative synergy between marketing, psychology, neuroscience and neuropsychology. If marketers clearly understand this new concept and try to utilize the knowledge of similar to this study researches, then they can offer a unique buying experience to their consumers, significantly increasing the probability of selling their products. IMPACT OF SENSORY MARKETING ANALYSIS OF FACTORS INVOLVED Sensory marketing framework Sensory marketing is an application of the understanding of sensation and perception to the field of marketing -to consumer perception, cognition, emotion, learning, preference, choice, or evaluation. (Aradhna Krishna, 2011). A framework can be constructed which conceptually explains the process of sensory marketing: Figure 3: A conceptual framework of sensory marketing Sensory Perception Product Stimulus Emotion Behavior Attitude Learning Cognition Source: Krishna, Aradhana (2011) It is to be noted that sensation and perception are stages of processing involved in sensory marketing. Sensation happens when the stimulus has an impact on the receptor cells of a sensory organ-this part is neurological in nature. Perception is the awareness or understanding of sensory information. Analysis of sensory marketing variables Based on the framework above, its possible to identify the variables that can be used to study sensory marketing. Stimuli created through any one or any combination of the five senses (touch, auditory, olfactory, vision, taste) can be identified as the antecedent variables. Sensory stimuli Touch If the hedonic aspects of touch can increase persuasion, the use of touch in marketing may be more broadly applicable than previously believed (Joann Peck Jennifer Wiggins, 2006). It is widely believed that the role of touch is limited to providing information to the customer about the physical attributes of the product; however this kind of touch can be used effectively only in contexts in which customers are able to physically evaluate the product. But the use of touch as a hedonic tool has the potential to be applied to a broad set of products and even services and in a wide variety of contexts which include but are not limited to package design, print advertising, direct mail advertising, and point-of-purchase displays. Sensory stimuli Olfactory There have been studies which have dealt with the relationship between ambient scent and memory. Morrin and Ratneshwar (2003) showed that ambient scent increased recall and recognition of brands seen. Earlier studies on this topic also suggested that ambient odors result in memories and affect elaboration on product information and choice. According to Bosmans (2006), ambient scent can lead to emotion-based semantic connections with memories (e.g., roses and babies) and result in improving product evaluation. Stimuli auditory There have been various studies on the effect of auditory stimuli on marketing programs. A lot of marketing communication is auditory in nature for e.g. radio and television advertising messages, jingles and songs. There is also prevalence of ambient music in retail spaces, hotels, restaurants and airplanes. Also marketers create and deploy signature sounds for products for unique identification for their brand such as the sound for the Windows OS that one hears each time we boot a PC. Ismail M. El Sayed, Dalia A. Farrag, Russell W. Belk (2006) concluded that the type of background music played in malls had a distinct effect on the shopping behaviour of the visitors. They used the Stimulus-Organism-Response paradigm to ascertain the impact of auditory stimuli on purchase behaviour. Stimuli through vision and taste AydinoÄÅ ¸lu and Krishna (2011) demonstrate that size labels adopted by food vendors can have a major impact on consumers size judgments and consumption (actual and perceived), since consumers integrate the actual size information from the stimuli, with the semantic cue from the size label. The consequent variables identified are enhanced customer awareness about the brand, increase in brand recall, better brand recognition and customer purchase behavior whether the stimuli actually leads to the customer purchasing the product. Customer awareness As a result of stimuli through any of the senses, the awareness of a product/brand can be enhanced in the customers minds. Brand recognition (learning) Sensory stimuli is more often deployed by marketers in their products in order to ease the process of recognizing a brand for a customer. Auditory and visual stimuli in the form of packaging are more often used to enable a customer to recognize a brand with a higher level of ease and convenience. Brand recall (memory) Marketers also use sensory stimuli as a tool to facilitate a high level of brand recall among the customers. A typical example is that of the Intel Pentium processor sound or even the Britannias jingle in the Indian market. Purchase behavior Though sensory stimuli can help in awareness and recall, it is ultimately the conversion into a purchase that is the ultimate goal of marketers of any product. Barry J. Davies, Dion Kooijman and Philippa Ward (2003) show a model of how environmental stimuli in the form of ambient scent can affect the shopping behaviour of consumers in a retail set up. Figure 4: Model of the Influence of Ambient Scent on Consumer Responses Moderators Approach avoidance reactions Affective response Perceived ambient scent Objective ambient scent Source: Barry J. Davies, Dion Kooijman and Philippa Ward (2003) Variables for study The variables chosen for this study would be auditory and olfactory stimuli on the antecedent side and customer purchase behavior on the consequent side. Antecedents Consequences Kind of stimuli Vision Brand awareness Taste Brand recognition Purchase behavior Auditory Brand recall Olfactory The scope of research would be to identify how marketers have deployed the use of auditory and olfactory stimuli in products, services or environments (shopping malls, etc) to influence the customer purchase behavior. The study will also analyze the two major intermediate variables involved in the process perception of the stimuli and emotions and cognition happening at the customers mind. ANALYSIS OF IMPACT OF AUDITORY AND OLFACTORY STIMULI ON PURCHASE DECISION Research proposition This paper proposes that olfactory or auditory stimuli deployed by marketers in products or retail environments actually lead to positive emotions and cognitive reactions about the brand for the consumer. Further these cognitive and affective beliefs lead the consumer to the actual purchase decision. To analyze the validity of the above proposition, we examine the case in two different stages: Influence of olfactory and auditory stimuli in creating positive emotions/affective beliefs in consumers Influence of positive emotions on actual decision to purchase Relationship between olfactory stimuli and affective reactions in the consumer The sense of smell is considered to be the most closely related to emotional reactions. The olfactory bulb is directly connected to the limbic system in the brain, which is the system related to immediate emotion in humans (Wilkie 1995). 75% of emotions are generated by smell (Bell and Bell 2007). Consequently, smell represents a direct line to feelings of happiness and hunger and is a sensory bandwidth that cannot be turned off (Wilkie 1995; Vlahos 2007). Thus, from a marketers perspective, smell has an instantaneous good or bad effect on our emotional state which, as some research has shown, ultimately affects our shopping and spending behavior. Figure 5: How Objective Ambient Scents Interact with the Perceptual Process Organizing Assimilation Covert objective Objective Conscious level of awareness scent Sensing Attention Reacting Response Reacting Response Sensing Attention Ambient scent Organizing Assimilation Source: Bradford and Desrochers (2009) The neurological substrates of olfaction are especially geared for associative learning and emotional processing. Marketers can link a scent with an unconditioned stimulus eliciting the desired response and eventually prompting a conditioned response from consumers (Herz 2002). Further, since the olfactory bulbs are part of the limbic system and directly connect to the structures that process emotion (the amygdala) they also strongly related to associative learning (the hippocampus) (Herz 2002). No other sensory system has this type of intimate link between emotion and associative learning (Herz 2002). Relationship between auditory stimuli and affective reactions in the consumer Ambient sound, such as music heard in hotels, restaurants, retail stores, and supermarkets, can influence consumer mood, actual time spent in a location, perception of time spent, and actual spending. For instance, stereotypically French versus German music has been shown to affect the choice of wine-shoppers bought more French (German) wine when French (German) music was played (North, Hargreaves, McKendrick, 1999); classical music has been shown to enhance pleasure, whereas pop-style music to increase arousal (Kellaris Kent, 1993). Music in a store also influences shopping pace-slower music produces slower shopping and results in more purchases since customers progress at a slower pace as they move through the store (Milliman, 1982). When consumers enjoy the background music, they feel they have spent less time shopping relative to the actual amount of time they have spent in the store; if they dislike it, despite the short amount of time they have actually spent in the store, they claim to have been there for much longer (Yalch Spangenberg, 2000; but, see also Kellaris Kent, 1992). Influence of positive emotions on consumer purchase decision The relationship between pleasant emotions and purchasing behaviors is relatively well supported in the retail literature (Donovan and Rossiter, 1994). In particular, the Mehrabian-Russell model (1974), which explains the relationship between environments, intervening variables, and behaviors relevant to retail setting using a Stimulus-Organism-Response paradigm, has received the widest usage to explain shopping emotions in consumer research. According to the Mehrabian-Russell model, three emotional responses of pleasure-displeasure, arousal-non arousal, and dominance-submissiveness mediate peoples approach or avoidance reactions to environments. (Lee and Yi, 2008). APPLICATIONS OF OLFACTORY MARKETING TO STIMULATE PURCHASE Sensory analysis is a scientific discipline which is now employed by all the leading brands and also companies who are trying to enhance their brand identity. Because, Consumers perception is as good as reality (Lindstrom, Martin (2010):p106), added (non-edible) aromas prove to the scientists that buyer behaviour is absolutely influenced. Nestle, coca-cola, Carlsberg add aroma to the packaging on their products. Exposed, unwrapped foods are how leading supermarkets and shops entice their consumers, an example of this would be the in store environment at Wholefoods. More specific examples include; the Florida hospital which has a seaside centre in which they use scent machines to circulate the smell of sea, coconut and vanilla, with the notion that patients will be soothed and not cancel their appointments. (Hulten, Bertil, Niklas Broweus Marcus van Dijk, 2009) The Hyatt hotel chain in Paris used their French history of great perfumers and combined that with detailed sensory brand analysis to create their own signature scent. Their scent brand was developed by French perfumer Blaise Mautin for the Park Hyatt Vendome hotel in 2002 and it incorporated eighteen ingredients. It was ultimately described as fresh cement poured over raw oak plank, plus fresh, ever-so-slightly cinnamony pastry dough with the olfactory texture of thick, rich tan silk (Hulten, Bertil, Niklas Broweus Marcus van Dijk (2009):p64). Such detailed descriptions are there to serve our need for developed language around olfaction, due to the fact that our confidence and communic ation around scent is still developing. That said, olfactory memory is not semantic but episodic and customers only come into contact with the experience not the description. APPLICATIONS OF AUDITORY MARKETING TO STIMULATE PURCHASE Much of marketing communication is auditory in nature-one hears radio and television advertising messages, jingles and songs; one also hears ambient music in retail spaces, hotels, restaurants and airplanes; then, there are signature sounds from products such as the sound for the Intel Pentium chip that one hears each time one starts a computer or the sounds for Motorola or Verizon cellphones. Importantly, even when one reads a word, one hears the word as well-if the language is phonetic in nature, then the words that one reads enter a phontactic loop before being encoded in the mind, similar to spoken words. CONCLUSIONS AND FUTURE RESEARCH Conclusion The findings from the research point to the fact that there is a positive relationship between olfactory and auditory stimuli deployed by marketers in products or retail environments and the emotions that the customers go through in the purchase situation. Also the different studies analyzed show that positive emotions generated by sensory experiences lead to a higher probability of actual purchase decision by the customer. Thus, it can be concluded that sensory marketing efforts do have a direct impact on the purchase decision of the customers. Limitations and future research This research is only limited to analyzing the effect of sensory marketing efforts on consumer purchase behaviour. However there are other variables on which sensory stimuli could have different positive or negative effects on brand recognition (especially in the case of auditory stimuli used for sonic branding), brand recall (mostly achieved through rich visual stimuli) or just consumer perception of the brand. Future research can focus on the effect of each of the individual sensory stimuli independently on these different consequent variables. Also this research has largely focused on conscious sensory approaches to marketing. However this study can be extended to the increasingly prevalent subliminal approaches taken by marketers to reinforce the brands subconsciously in the minds of consumers.

EGYPT :: essays research papers

Ancient civilizations are studied today to help us understand more about our worlds past and what has brought us to where we are today. Our findings have not only answered questions, but also bought us to ask more questions. Perhaps one of the most studied and yet least understood civilizations is the Ancient Egyptian Civilization. Many studies have been done one what is now left of their ruins. Ancient towns have left us with hieroglyphics, items that help us understand the way they lived, and even tombs.   Ã‚  Ã‚  Ã‚  Ã‚  One of the keys to understanding the ancient civilization is the Rosetta Stone, which was discovered and helps us even today interpret the ancient writing of hieroglyphics. All of Egypt's history, religion, and beliefs are only some of the writings that are left. Some of the writings include proof that exotic plans did exist then that don't exist today. These writings have told the stories of all the kings and their rule. Gods were very prominent in this time and played a large role in the way people lived their lives. If it weren't for these writings, this civilization may have never been fully discovered. Not everyone was able to read and write hieroglyphics, there was a special school for children who were exceptional. The school would start for the child at about five to ten years of age. They would learn how vile the other occupations in the town really were. For example, the smith slaves over a hot furnace, and his hands were like crocodiles, and the mason w ho was achy and weary. Scribes seemed to have the better life among the people because they had the power over everyone. The actual power to read and write was more valuable than food, drink, and clothes. There is little evidence that women knew how to write. There was only one tomb where a woman had left a journal of her every day life. It is believed that only the wealthy women were able to read and write, but there was no place for them in the career world to do this. Scribes were so important because they were able to copy sacred texts into royal books of the Nether World into the walls of the tombs of kings and queens.   Ã‚  Ã‚  Ã‚  Ã‚  From the hieroglyphics we learn about the average life of an Egyptian. Egyptian marriage wasn't always arranged, this was usually only done by royal family where a brother would marry a sister in an arranged marriage.

Honor and Bravery in Shakespeares Macbeth :: GCSE English Literature Coursework

Macbeth: Honor and Bravery A struggle is present in every tragedy, as a person tries to overcome their flaws and fit the mold of their ideal. William Shakespeare plainly defined a good man in the play, Macbeth. Prudence and logic, temperance and patience, as well as the vindication of honor are Shakespeare's defining characteristics of a good man. Honor and bravery are Shakespeare’s defining characteristics of a good man while illogical passion and impatience are characteristics that do not characterize a good man. As with any tragedy, Macbeth's title character and hero had to fall from his place of greatness to see his faults and begin his agonizing climb back to his previous position. His position, that of a good man, was one that demanded respect in the beginning of Macbeth. The Sergeant described Macbeth's honor and bravery to King Duncan in Act I, Scene 2. For brave Macbeth well he deserves that name/ Disdaining fortune, with his brandish'd steel/Which smoked with bloody execution/Like valour's minion carved out his passage/Till he faced the slave; Macbeth defended his king's honor as well as his own, as Shakespeare showed a good man never backed down from a foe. In the later acts of the play, Shakespeare furthered the definition of a good man by portraying what a bad one was not. In Macbeth's darkest hours, he showed no sign of prudence and logic as he slayed King Duncan, and hired assassins to murder his friend Banquo. Macbeth displayed his temerity in Act IV, Scene 1 saying, from this moment â€Å"the very firstlings of my heart shall be / The firstlings of my hand. / And even now, / To crown my thoughts with acts, be it thought and done† (Act #, Scene #, Line #). Macbeth was no longer the logical, thinking man whom many admired. He had become reckless, acting with only his passion and not his mind. The tragedy of the murders he brought on fair Scotland was a direct result of this violation of the criterion of a good man. The most apparent flaws, and perhaps the most tragic in Macbeth's character, is his lack of patience and temperance. These shortcomings haunted Macbeth, causing him to let his "overvaulting ambition" rush fate, and hasten his doom. Macbeth could not wait for an appointment to a position of more power. Instead, he murdered the king to take his place.

Social Classes of Industrial England in Charles Dickens Hard Times Ess

Social Classes of Industrial England in Charles Dickens' Hard Times In his novel, Hard Times, Charles Dickens used his characters to describe the caste system that had been shaped by industrial England. By looking at three main characters, Stephen Blackpool, Mr. Josiah Bounderby, and Mr. Thomas Gradgrind, one can see the different classes that were industrial England. Stephen Blackpool represented the most abundant and least represented caste in industrial England, the lower class (also called the hands) in Charles Dickens' novel. Stephen was an honest, hard-working man who came to much trouble in the novel, often because of his class. He came to Mr. Bounderby one day seeking a divorce from his alcoholic and runaway wife who did nothing but drink his earnings away. When he asked about if there were any laws that could separate them, Mr. Bounderby replied that there was but "it's not for you at all. It costs money. It costs a mint of money" (70). Later, Stephen was framed for the robbery of a bank, in part because of his class. Young Tom Gradgrind made it appear that Mr. Black...

Like a Boss

The story is told in third person. Knowledge is unlimited. Third-person limited: The story is told from the viewpoint of one person in the story; A stream of consciousness; the uninterrupted thoughts in a character. First person: The author disappears into one of the characters who tells the story in first person; l. Objective: The narrator disappears into a kind of roving sound camera. This camera can go anywhere but can record only what is seen and heard.Theme: The theme should be expressible in the form of a statement with a subject and a predicate. It is insufficient to say that the theme of a story is motherhood or loyalty to country. Characterization: The various literary means by which characters are presented Indirect Characterization: The author shows us the characters through their actions Direct Characterization: They tell us straight out, by exposition or analysis, what the characters are like, or they have another character in the story describe them.Traumatized: Shown a s speaking and behaving as in a stage play Stock Character: Stereotyped figures who have recurred so often in fiction that we recognize them at once. Static Character: Remains the same person throughout the story Dynamic Character: The developing of a character throughout the story Epiphany: The moment or insight that usually defines the moment of the developing character's change Plot: the sequence of incidents or events through which an author constructs a story. Structure: Sequential arrangement of events in a plotConflict: Clash of actions, ideas, desires or wills. Suspense: The quality in a story that makes readers ask â€Å"What's going to happen next? † Mystery: An unusual set of circumstances for which the reader craves an explanation Dilemma: Position in which he or she must choose between two courses of action, both undesirable. Happy ending: The protagonist must solve her problems, defeat an adversary, win her man, â€Å"live happily ever after. † Indetermin ate: Unresolved. No definitive conclusion is reached. Chance: The occurrence of an event that has no apparent cause.