Liberalism And World Politics Politics Essay

Liberalism And World Politics Politics Essay Michael Doyle, in this article, indicates that liberal states which base on individual rights are basically opposed to war. Nevertheless, liberal states are different. They are actually peaceful, but they also tend to make war. To show these differences, Michael Doyle explains three different theoretical traditions of liberalism in his article. These traditions are liberal pacifism, liberal imperialism, and liberal internationalism. (p.73) Liberal Pacifism: Joseph Schumpeter, in his article Sociology of Imperialism that published in 1919, concerned pacifying effects of liberal institutions and principles. Schumpeter focused on the interplay of capitalism and democracy as the base of liberal pacifism. So, he looked at the sociology of historical imperialisms which rest on the effect of a war machine, warlike instincts, and export monopolism, that all based on the atavism. Although, in the past, war machine was necessary because of wars; now, there are wars because of the war machine. The warlike instincts stem from the war machine, but also some states, like Persians, are warriors from the beginning. Export monopolism incites imperialist expansion to extend nations closed markets. Export monopolism depends on the tariffs that imposed by monarchs in the past. These all three sources of imperialism are an atavism of the absolute monarchies. In modern era, to Schumpeter, because imperialists satisfy their individual intere sts, their imperialistic wars are objectless. (p.73,74) Schumpeter states that capitalism and democracy are necessary to establish peace, because when capitalism and democracy developed, imperialism will disappear. For him, capitalism creates unwarlike tendency and creates democratized, individualized, and rationalized populace. According to Schumpeters liberal pacifism, only war profiteers and military aristocrats gain from war. When there is a free trade foreign raw material and food stuffs are accessible to each nation, as a result, no class gains from forcible expansion. Also, if a nation that is backward culturally makes economic relations dependent on colonization, which of the civilized nations assumes the task of colonization is not important. (p.74) The inconsistency between warlike history of liberal states and Schumpeters pacifism emphasizes three extreme assumptions. First, his materialistic monism minimizes non-economic objectives such as glory, prestige, ideological justification, or pure power of ruling. Second, the political lives of individuals are homogenized. Third, like internal politics, world politics are homogenized. Materially monistic and democratically capitalist all nations engage with free trade and liberty together. Machiavellis liberal imperialism does not share these assumptions. (p.75) Liberal Imperialism: Machiavelli denies that republics are pacifistic. Instead, they are the best form of state for imperialism. Machiavellis republic is not a democracy, but bases on individual rights. There are consuls that serve as kings, senate as an aristocracy that administer the state, and people in assembly. (p.75) According to him, liberty stems from the disunion meant competition of senate, consuls and people; then, there will be compromise. Also, popular veto creates liberty, because, when the powerful few want to dominance, others veto and protect states liberties. Nevertheless, people need to be managed because they are lack of ability to expand their state. So, consuls and senate plan the expansion. Machiavelli advises that to expand your state, you should organize it as a free and popular republic like Rome rather than as an aristocratic republic like Sparta. Thus, Machiavelli is an advocator of the liberal imperialism. (p.75,76) Liberal Internationalism: Modern liberalism left two legacies. First one is the pacification of foreign relations among liberal states. Liberal pacifists state that liberal states exercise peaceful limitation, and separate peace which refers to a deal to stop military hostilities among states exists. Separate peace also suggests the promise of maintenance of peace and refers possibility of global peace. But, this does not demonstrate that the peace among liberals is statistically remarkable and that liberalism is the only way to peace. Second one is international imprudence. Peaceful limitation seems possible only in liberals relations with other liberals. Liberal states make many wars with non-liberal states. Many of these wars have been defensive and thus prudent. (p.76,77) Kants theory of liberal internationalism makes these legacies more comprehensible. Kant argues that perpetual peace will be guaranteed by three definitive article. First one emphasizes that constitution of the state must be republican to preserve freedoms. Second Definitive Article suggests that liberal republics will progressively establish peace among themselves by means of the pacific union that will maintain the rights of each state. Third one establishes a cosmopolitan law that will be limited to conditions of universal hospitality.(p.78) To Kant, perpetual peace is a condition for ethical action that requires harmony among men even their discord. Peace is an ethical duty, because all men see each other as ends rather than instrument for ends, only under conditions of peace. However, guarantee of perpetual peace does not base on only ethical behavior. Kant shows that fear and force also motivated men for perpetual peace. Kant explains that liberal states maintain peace among themselves; and these states make wars with non-liberals and thus suffer due to sad experience of wars. (p.79) Finally, cosmopolitan law attaches material incentives to moral behaviors. The cosmopolitan right makes spirit of commerce possible. As a result, states tend to promote peace and avoid from war. Liberal economic theory advocates that these cosmopolitan ties stem from a cooperation of international division of labor and free trade. (p.80,81) In conclusion, the promise of perpetual peace, sad experience of war, and the experience of a partial peace prove the necessity of world peace. They are foundations for moral citizens and statesmen who striving for peace. (p.81,82)

great gatsby :: essays research papers

â€Å"Now we have an American masterpiece in its final form; the original crystal has shaped itself into the true diamond.† (James Dickey)   Ã‚  Ã‚  Ã‚  Ã‚  The Great Gatsby, written by F. Scott Fitzgerald is deemed to be a true classic in all terms. The Novel is a timeless masterpiece that any era throughout history can relate to. â€Å"Though written in the 1920’s The Great Gatsby stands as ... one of the masterpieces of the twentieth century American literature .â€Å" The book has â€Å"transcended its own age and turned into a timeless classic.† The novel may have been written to justify society at that time, however the entire storyline can be related to anyone that reads it.   Ã‚  Ã‚  Ã‚  Ã‚  William Faulkner is an author who wrote a famous Nobel Prize acceptance speech. â€Å"He writes not of love but lust, of defeats in which nobody loses anything of value, of victories without hope and worst of all, without pity or compassion.† Here Faulkner speaks of issues that also pertain to that of The Great Gatsby. Gatsby desired Daisy throughout the entire story. Everything he did and thought had been decided upon by his undying lust. When Daisy married Tom, Gatsby lost his chance with her. Then Gatsby won a glance at happiness with Daisy when she fell in love with him. There was no hope though, his poor youth kept him from being an aristocrat. Daisy only wanted to be with an aristocrat. Finally when Faulkner said â€Å"without pity or compassion† this relates to The Great Gatsby in how Tom and Daisy packed up and moved far away without even showing their faces at Gatsby’s funeral.   Ã‚  Ã‚  Ã‚  Ã‚  The Plot of the novel, is based on the fact that the newly rich, (those who were not born into money, but have acquired it over time), will never have the power of those who were born in to family wealth. The woman that Gatsby, the main character, is in love with, is married to Tom, a man of higher power than Gatsby.   Ã‚  Ã‚  Ã‚  Ã‚  Living in East Egg, the couple looked down on those in West Egg. West Egg was â€Å"The less fashionable of the two,†(pg. 9) the area where those who had just acquired their new money lived.   Ã‚  Ã‚  Ã‚  Ã‚  Daisy, Gatsby’s love interest, deserted him after their past relationship and married Tom while Gatsby was at war. Gatsby’s newly obtained money was still not good enough for Daisy. This type of scenario is still typical today in society. Much of the world today is based on materialism and the worth of one’s fortune is more valuable than their own happiness.   Ã‚  Ã‚  Ã‚  Ã‚  For the most part the characters, their problems they face, and how they

Buyers Behaviour Virgin Atlantic

Applied Buyer Behavior in Global Context Module Code: MGT 5A1 Applied Buyer Behavior in Global Context Module Code: MGT 5A1 Analysis of Virgin Atlantic Commercial 2010. Available link at: http://youtu. be/lGyp1I39eho Module tutor: Jenny Bratherton Word Count: 2606 Analysis of Virgin Atlantic Commercial 2010. Available link at: http://youtu. be/lGyp1I39eho Module tutor: Jenny Bratherton Word Count: 2606 By Maria Timchenko By Maria Timchenko Table of Contents: 1.Introduction†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. page 3 2. Target Market†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â ‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. page 3 3. Service offered†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦page 4 4. Seasonality†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ †¦Ã¢â‚¬ ¦. page 4 5. Positioning of the commercial†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚ ¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. †¦page 5 6. Reason for the commercial†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. page 5 7. Perception†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. †¦.. †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦page 5 8.Persuasive analysis†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ †¦page 7 9. Buying process†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. page 10 10. Involvment levels and risk perception†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦page 10 11. Conclusion†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦page 11 12. References†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚ ¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. page 12 1) Introduction. This essay will analyze the advertising campaign of Virgin Atlantic 2010. Richard Branson founded Virgin Atlantic in the early 1980s.Originally it was called British Atlantic Airways, later changed to Virgin Atlantic Airways. The first flight was from Gatwick to Netwark on the 22nd of June 1984 (Virgin Atlantic, 2012). The company launched a ? 6 m advertising campaign in 2010, which was James Bond themed (Guardian, 2010). The new advertisement helped the company recover from the recession. Now I will examine how exactly it was achieved and what methods were used to obtain the best performance of the advertisement. 2) Target Market.Market segmentation is a way of separating the consumers into different sections by their shared needs and personalities (Le on. G, 2010, p. 28). The needs and values depend from person to person according to his culture (Leon. G, 2010, p. 366). The VALS (values and lifestyles) segmentation system clearly shows the type of audience this commercial is aiming at (Leon. G, pp. 84). This system divides consumers into eight distinctive subcategories, which consist of: thinkers, achievers, experiencers, believers, strivers and makers.The subcategories this advertisement will appeal to are: innovators because they are receptive to new technologies and who can experience the innovated technologies at a Virgin Atlantic flight; achievers because they are goal oriented consumers who like to display success to their piers, which they can display by flying Virgin Atlantic as it is high class airlines; experiencers because they like to spend their income on fashion, socializing and entertainment which Virgin Atlantic offers through great service, food, entertainment and their flights are considered as ‘trendyâ₠¬â„¢.The social comparison theory states that the consumer with higher purchase ability tends to have a higher status; this is a proof why achievers like to spend on luxurious products and services (Leon. G, 2010, p. 338). This commercial appeals to all the five effective target-marketing segments (Leon. G, 2010, p. 73). It is identifiable as it clearly distinguishes the shared needs, age and gender of the consumer. The consumer is a businessman or career orientated workingwoman who prefers high-class service. The age would appeal to Generation Y that is born from 1980 and on wards (Leon.G, 2010, p. 410). The Generation Y spends 150 billion annually and is into innovation and luxury while Generation X is considered as ‘sophisticated’ group. Virgin Atlantic Airways allows children ages 5 and above to travel or should be accompanied by an adult (16+). Pets are accepted if they accompany a disabled person (Virgin Atlantic, 2012). 3) Service offered. The marketing mix shows what kind of service/product is offered by dividing the elements to: product, price, place and promotion (Leon. G, 2010, p. 58).The service being offered is not just a flight from one destination to another; it is an experience at a high-class level of the Virgin Atlantic flight where the costumer will be served at a high class, with security, entertainment and with maximum comfort. It is a high-involvement purchase, which requires considerate thought and cognitive process, as the price is high (Leon. G, 2010, p. 231). The flight can be purchased online or at a flight ticket office. The company offers promotion such as: flying club card, ticket sales and discount codes/vouchers (Virgin Atlantic, 2012).The price and quality relationship the company has is low- price tickets in comparison with their competitors and with a high-class service. 4) Seasonality. The time of placing the advertisement is very important, as there are competing companies to take into consideration. The order effect research has shown that the advertisements presented first (primacy effect) and last (regency effect) has a greater effect on the consumer (Leon. G, 2010, p. 302). The release date was 26 October 2010, which was a great push to recovery from recession. British Airways and American Airlines are the biggest competitors.American Airlines released their commercial in May 2010, which had a primacy effect where as Virgin Atlantic Airlines gained a regency effect. The James Bond 007 Blood Stone video game was released on 5th of November 2010(IMDB, 2010). This shows that the commercial was released 10 days before the release date of the game. This strategy used by Virgin Atlantic is a very clever marketing move, as their advertisement is James Bond themed and during that period of time all sorts of media (TV, newspapers, online, word of mouth and billboards) had James Bond game advertisements.Virgin Airlines got increased attention to their advertisement by publishing their advertise ment at time coinciding with Blood Stone’s release. 5) Positioning the commercial. The advertisement is transmitting through mass media as well as through new (non traditional) media (Leon. G, 2010, pp. 294-296). The commercial is played on TV where it addresses wide range of consumers (i. e. via mass media) and through YouTube where it is addressable and interactive, while response – measurable.It was also played during the flights on the Virgin Atlantic TV channel where it exclusively targets its audience (i. e. via target media). 6) Reason for the commercial. The consumer behavior consists of searching for, purchasing, using, evaluating, disposing of products and services that in their belief will fulfill their wants (Leon. G, 2010, p. 23). The commercial was created in order to persuade and make aware the audience of the fact that the service being offered by the airlines is luxurious, entertaining and high-class, to convince that this kind of service will satisfy there needs. ) Perception. â€Å"Perception is defined as the process by which an individual selects, organizes, and interprets stimuli into a meaningful and coherent picture of the world. †(Leon. G, 2010, p. 175) This advertisement appeals to emotional motives, which are affection, status and pride in this case (Leon. G, 2010, p. 110). The advertisements mood is sexually charged and is putting the buyer into a state of excitement by: James Bond themed music and graphics, illustrations of high-class adventure and good-looking actors in the commercial.Abraham Maslow created the Maslow’s Hierarchy of Needs, which identifies the five basic levels of human needs (Maslow, 1987). The advert is aiming to satisfy all the five needs of the potential consumer. Egoistic needs will be satisfied during the flight on these airlines, as it is illustrated as a prestigious flight. Egoistic needs include the need of good reputation, status and recognition from others, which advert convi nces that the consumer will have, if he/she chooses Virgin Atlantic Airways.Need of Self-Actualization will be satisfies as shown in the advert, by flying on this flight the customer will feel self-actualized by getting high-class service which he/she deserved or earned themselves. Social Needs are to be satisfied by communication with good-looking staff. The Virgin Atlantic cabin crew was voted as the most attractive staff in the whole world by the surveys of travelers (Daily mail, 2011). Richard Branson has always stated that the appearance of the flight crew must be important in order make the customers enjoy a memorable flight.Cabin staff of Virgin Atlantic Airlines are told that: ‘You'll be the face of the airline. As such, your grooming should always be immaculate – even after a long, tiring flight’ (Daily mail, 2011). As flying on an airplane has a small risk of security, the advert is aiming to convince that their flight is safe and is a pleasant experien ce where there is nothing to worry about. Physiological needs will be satisfied by the high-class food and beverage service that would be offered during the flight by good-looking staff.Air and shelter will also be present, as the designed with up to date technology. This commercial is aimed at visual consumers that prefer and take information better through visual images or messages as sources of information (Leon. G, 2010, p. 147). While watching the Virgin Atlantic advertisement repetitively on TV or Online passive learning is occurring and it changes the consumer’s attitude regarding the product (Leon. G, 2010, p. 232). The theme message delivered through this advert is: ‘Your airline's either got it or it hasn't'.There is a message resonance in the wording, which adds a bit of humor to it and will make the viewer remember the commercial (Leon. G, 2010, p. 301). The theme message has comparative advertising technique to it where Virgin makes the viewer compare their airlines to Virgin Atlantic (Leon. G, 2010, p. 303). The sexiness in advertising is present in order to grab the attention of the viewer (Leon. G, 2010, p. 308). The hostesses are wearing short dresses in red color and the man who is passing the security check hasn’t got underwear on. Virgin is trying to show that their flights are ‘sexy’. ) Persuasive analysis. | Chromatic scale is red and black, which is eye catching. The flight attendances are tall, stylish and beautiful. | | Shot of men wearing suits doing a pole dance around the fork with a shrimp. This is demonstrating that the food they are offering is high-class and ‘sexy’. | | Very few cuts in the filmmaking, instead has transitions that are much more flowing and make it much more difficult to look away. This is a shot of a transaction, which is made through a disco ball. | | The transition from the airplane saloon to the red lips. | The shot of the crewmember falling in and disappearing in the carpet after she gives an ice cream to the customer. This could be symbolizing submission as well as it is a large eye catch that keeps the viewers attention. | | Shot of flying destinations. | | Shot of flying destinations. | | Shot of flying destinations and the smooth transaction appearing in the background. | | Shot of the flight crew standing on the wing of the Virgin airplane, which is a really good imagery. On the top there is the headline: â€Å"Your airline’s either got it or it hasn’t†.The headline tries to indicate that the Virgin Airlines truly has all the qualities, which will satisfy your needs, and that other competitors may not. | | This shot demonstrates the high-level service done by a good-looking crewmember in a very fashionable saloon. | | The shot of people going through the body scanners. The men going through the body scan are good-looking businessmen, which represent the targeted consumers. The person in the middle coming through th e scanner hasn’t got underwear, by which he shows that the body scanning isn’t just safe but it is also sexy. | Transaction from the sunglasses of the crewmember into the next scene, which is airplanes and female flight crewmember flying in the air. There is no cutting in the transactions. | | This is the shot of the flight attendances showing the airline safety check in a very stylish and sexy manner. | | A man being tucked in by a beautiful giant woman into a cloud, which is dreamlike, and it suggests that the customers are going to be truly taken care of. | | The shot has focus towards the center of the pilot’s head. Behind his head there is a ray of light, this light looks as an angel like aura.This technique tries to show the security the airlines provide (angel like). The flight team is very good looking and is walking with self-assurance, which adds confidence to the image of the company. The runway lines and the red carpet represents the luxurious servic e. | | Transition from the safety demonstration to the airplane saloon is done without editing cuts, which is very eye-catching. | | The shot of people sitting around of a pool of martini and playing with the olive, which represents entertainment, beverage and luxury the airlines offer to their customers. 9) Buying process. â€Å"The consumer decision making can be viewed as three distinct but interlocking stages: the input stage, the process stage and the output stage†(Leon. G, 2010, p. 36). This advertisement is designed in order to influence the input and process stage in order to make the consumer come to the output stage. This advert influences and increases the consumer’s recognition of the service need. The information is delivered to the consumers through the marketing efforts of the commercial, which will influence not only media but also word of mouth marketing.The Psychoanalytical Theory of Personality created by Sigmund Freud explains the drivers of the out put stage (Leon. G, 2010, pp. 137-139). According to Freud’s theory this commercial will affect superego and id to make the purchase. The superego will be gratified when purchasing this service because he/she will become socially and fashionably acceptable, as Virgin Atlantic flight is ‘trendy’. Id will be gratified if the consumer will make the purchase because the airlines offer the basic requirements such as food, shelter and security. The consumer will make a trial or a repeat purchase when buying this service (Leon.G, 2010, p. 497). The consumer might be new to the company or be a frequent loyal customer. 10) Involvement levels and risk perception. Involvement is a very important factor in how much attention is paid to the message sent to the viewer and how it is understood. There are different ways to measure the involvement of the viewer. There are two ways of involvement, high-risk and low-risk purchases. The higher the risk, the higher the involvement an d research will be. The flight purchase is a low-involvement product and consumers prefer congruent context of the message delivered (Leon.G, 2010, p. 293). The mood of the consumer is very important, if he/she is in a bad mood, the content of the commercial might cause a bad reaction of the viewer. Psychological noise may be distracting the viewer from the commercial and the advertisement has contrast in the imagery in order to keep the viewers attention. 11) Conclusion. The advertisement created by the Virgin Atlantic airlines in my opinion was successful . The James Bond theme imageries and soundtrack had a great impact on the effectiveness of the commercial.Every time the consumer will watch James Bond movie or play a James Bond game, the commercial will subconsciously come to their mind and the other way around. The time it was released was perfect, as they needed a push to get out from the recession. The commercial had a bit too much sex advertisement in it, which may led to w orse effect tan could have achieved and made the competitors (American Airlines) stand out more, as they had a touching TV commercial that gave gratitude to the men in uniform, veterans and their families. Sexual advertising may distract the consumer’s attention from the message content being sent.This technique may have a little influence on the buyers purchasing intentions and a risk of spoiling the image of the company. This advert is targeting businessman, but there is the family audience with children and generation X, which they are risking of loosing. The commercial is based mostly on emotions and only in one short scene the viewer can see the seats with the monitors. The saloons, seats and the exact food of Virgin Atlantic Airlines are not shown, but they are very important to be shown, as the consumer wants to see the comfort he/she will have during the flight.The fact that the advertisement shows a man being tucked into a cloud and not airplane seat could make an im pression that the airlines are hiding something and their seats are not good enough to be shown in the advertisement. This advertisement could have been improved by focusing the viewer’s attention much more on the design of the saloon, comfortable seats and delicious food. Nonetheless, overall this was a very well executed and effective advertisement with successfully reached hearts and minds of customer 12) References. 1. Leon G. Schiffman, Leslie L.Kanuk and Joseph Wisenblit, 2010, Consumer Behavior. 10th ed. Pearson Press. 2. Virgin Atlantic Airlines (2012) History [Online] Available full link at: http://www. virgin-atlantic. com/en/gb/allaboutus/ourstory/history. jsp [Accessed 30 November 2012] 3. Mark Sweney (2010) Virgin Atlantic takes off with ? 6m James Bond-style ad push. The Guardian Online, [Online] Available full link at: http://www. guardian. co. uk/media/2010/oct/01/virgin-atlantic-ad-muse-feeling-good [Accessed 25 November 2012] 4. Virgin Atlantic Airlines (201 2) Travel information [Online] Available full link at: http://www. irgin-atlantic. com/gb/en/travel-information. html [Accessed 27 November 2012] 5. IMDB (2010) James Bond 007: Blood Stone [Online] Available full link at: http://www. imdb. com/title/tt1692489/? ref_=fn_al_tt_1 [Accessed 2 December 2012] 6. American Airlines, 2010. American Airlines Commercial ‘Putting them first’ [Video online] Available full link at: http://www. youtube. com/watch? v=x6iAMiJUu5g [Accessed 27 November 2012] 7. Maslow, A. H. , 1987. Motivation and Personality. Third edition. New York: Harper & Row, Publishers, Inc.

Cuneiform Script - 817 Words

Cuneiform Expression: The Language Before Letters The Cuneiform script, an early form of language consisting of pictographic symbols, was first created by the Sumerians and later built on by other cultures. Written on wet clay tablets, Cuneiform symbols were drawn with a long reed crafted into a writing instrument, also known as a stylus. The stylus created wedge shapes, which is why the name cuneiform was assigned to it. Cuneiform translates to wedge shaped. Some Languages included in the Cuneiform classification were Sumerian, Akkadian, Elamite, Hittite, Luwian, Hurrian, Hattic, and Urartian. Cuneiform was primarily used during the time period that lasted between the 30th century BC to 1st century AD. The first symbol picture was†¦show more content†¦Among the many varieties stemming from the Mesopotamian cuneiform came Hittite, which was named after the Hattusa kingdom in the Old Testament. The Hittites, a people centered in north-central Anatolia, developed their own cus tomized language evolving from the ancient cuneiform. This language was used mostly for writing secular text. Hittite contained many words that were borrowed from other languages, such as the Hurrian and the Hattic, and was composed of a primarily syllabic nature. The Hittite language was used from 1600 BC to 1100 BC, and it is suspected that the language was still spoken after the Hittite empire collapsed. Hittite was the earliest Indo- European language, although some argue otherwise about its classification. Although the cuneiform script includes other cultures and languages, these ones are significantly important because they were widely used and they all basically started a very new way for particular cultures. Communication is a very important part of our history of knowledge and culture. Along with new communication comes new ideas, thoughts, technology, ways of living, and culture. We can even see how our modern language today, much like these languages, evolved from much si mpler language into a process of communication we use on a dailyShow MoreRelatedThe Chinese Writing System2184 Words   |  9 Pagesto create a new format to be drawn on the clay tablets with a tool called a stylus. The marks left on the clay by using the stylus had a wedge-shaped appearance which is how these images received the name of â€Å"cuneiform† meaning wedge-writing. The earliest known implementation of cuneiform to symbolize sounds produced by the Sumerian tongue show up on pieces of clay that are estimated to have been produced around the time of 3100BC. These tablets were discovered around a city called Jemdet, inRead MoreHow Writing Is Important For The Creation Of Organized Societies1564 Words   |  7 Pagesof ideas, beliefs, and concepts from one person to another and to larger groups. The Bronze – Age is where writing first emerged. Pictograms, cuneiform tablets and hieroglyphs are just some of the very first forms of writings. In brief, pictograms, which later evolved into ideograms, used a pictorial symbol to convey a word or phrase. Cuneiform scripts used wedged-shaped characters impressed onto clay tablets. Lastly, hieroglyphs were similar to pictograms in the sense that they also used picturesRead MoreMesopotamian Society : Ancient Egypt And Greece1207 Words   |  5 Pagesconflicts within their region. Cuneiform was a form of proto-script, written on slabs of clay that allowed for contracts to be upheld. A typical agreement would stipulate how much of something someone had whether it was the amount livestock, land, or servants. In other words this method attempted to provide a bit of order and accountability to situation that possibly could cause discord. According to Alice Slotsky, a professor at Brown University, â€Å"Cuneiform writing was, for close to 3000 yearsRead MoreYuri Knorozov : A Difficult Student1250 Words   |  5 Pagesturn Yuri’s attention from Egyptian Hieroglyphics to Mayan Script. In 1947, Yuri began to become increasingly interested with Mayan Script as his professor encouraged him to write his dissertation on â€Å"The De Landa Alphabet†, a theoretical paper written by a Spaniard. The sole purpose of this paper was to introduce the concept that Mayan Script may have come directly from the Spanish alphabet. Although Yuri did not believe that Mayan Script came from the Spanish alphabet, it was at this moment thatRead MoreAccording to the modern researchers, the Mesopotamian and Egyptian civilizations likely seem very1200 Words   |  5 Pagesoldest known writing system in the world, it was the Cuneiform came from mesopotamia. It started as a series of pictures, and evolved into letters. The word cuneiform meant wedge shaped.The mesopotamian usually wrote cuneiform on clay tablets while the clay was still wet which was called the stylus. The cuneiform was written in a pictographic script. The cuneiform tablets have been excavated in modern times. I think the function of cuneiform is to record important events, had a big part in lifeRead MoreThe Impact On The Industrial Revolution1114 Words   |  5 PagesNext, in early Mesopotamia, there was a type of script called Cuneiform. It is said to be the earliest script in the world. Cuneiform is an aspect of PERSIA in the â€Å"intellectual† section of the acronym. People invented a way of writing and this shows that any people had the ability to invent a way of writing/recording. Continuing on about Cuneiform, in early Mesopotamia in Babylon, Hammurabi wrote a code called â€Å"Hammurabi’s Code† it is the oldest script. It was also the first collection of written lawsRead MoreCore Values Of Civilization100 5 Words   |  5 Pageslanguage was first brought into the light during the Neolithic Age. Perhaps one of the most renowned first recordings of written language is Cuneiform found in Mesopotamian society. Cuneiform is script in wedge-shaped characters including records of taxation, marital and inheritances, calendars, and seasonal changes. Sumerian cuneiform remained basic script of most near and middle eastern languages until about 1000 BCE. In Egypt, hieroglyphics or â€Å"sacred carvings† with pictographs representingRead MoreThe Earliest Forms Of Writing1432 Words   |  6 Pageshistorians. This is made possible as historians can use the first forms of writing-which derive from 3,500 BCE, to serve as a direct source of hearing a point of view from a witness of that time period. Writing began with pictographs, and emerged onto cuneiform, hieroglyphics, ideograms, and phonograms that were carried out by scribes. Writing served its purpose of developing a way to docume nt trades and business accounts, cultural practices- especially those of religion, and government issues and ordersRead MoreReasons Why Mesopotamia Should be Considered a Civilization Essay868 Words   |  4 PagesScience. One of its most important contribution, was the development of one of the first systems of writing. With the increase of farming and trade, the people of Mesopotamia developed a way of keeping records and communicating through cuneiform script. Cuneiform began as a series of pictograms pressed onto clay tablets but soon these pictograms turned into more abstract symbols. This invention proves that Mesopotamia was a civilization because it allowed for people in Mesopotamia to keep recordsRead MoreComparison of Civilizations in the Ancient World Essay983 Words   |  4 Pageswas controlled by gods and goddesses which formed the belief similar to polytheism (Duiker Spielvogel, 2010). Discovery of clay tablets inscribed with cuneiform proved that the Mesopotamian civilization were able to communicate through written pictures and stylized signs, this was used for purpose of record keeping and schools to teach cuneiform. Egyptian civilization was born from the vast and unique Nile River. This river provided the rich â€Å"Black Land† soil that was the foundation for agriculture