Does the Cosby Show challenge conventional stereotypes Essay Example for Free

Does the Cosby Show challenge conventional stereotypes Essay From 1984 to 1992, The Cosby Show (starring comedian/actor/author Bill Cosby) aired on NBC television network. In the storyline , a black doctor and his family (his wife and five children) lived their everyday entertaining lives. Audiences worldwide watched daily to laugh and admire the African American family ; at the same time they began to ponder about the well-off family and what this said about the conventional black family to the world. Two models are most commonly usedâ€Å"the weak family model† and the â€Å"strong family model†, says Wynona Bryant -Williams Ph. D Director â€Å"with nothing in between. † However it was the weak family model that dominated the social sciences literature until the mid 1980s. (Williams) The Cosby’s set a high standard of the stability and lifestyle of the Black American family. A bold message to send, this also challenged the realism of American culture and how it depicted African Americans and their households. Small-time author Tiffany Frizzel had this to say: â€Å"To be perfectly honest, this show does not show typical life for the vast majority of this nations population. There are not many white children in this nation that have a doctor and a lawyer as parents so that criticism lacks substance and social research. Cosby always kept the show somewhat light-hearted and sometimes shied away from some key issues of the time period, but keep in mind that his name was on the program and everything was written as if the characters were sometimes walking on eggshells. † Apparently it was hard to accept that a black family did not have to struggle or stress. Why? Even though the family still had their household disputes and their lessons to learn , the idea that this particular family of color was doing so well was hard to take and swallow. For many observers, The Cosby Show was unique in other ways as well. For example, unlike many situation comedies, the program avoided one-liners, buffoonery and other standard tactics designed to win laughs. Instead, series writers remained true to Cosbys vision of finding humor in realistic family situations, in the minutiae of human behavior. Thus episodes generally shunned typical sitcom formulas by featuring, instead, a rather loose story structure and unpredictable pacing. Moreover, the soundtrack was sweetened with jazz, and the Huxtable home prominently featured contemporary African American art. Several observers described the result as classy. This project, of course, was not without its critics. Some observers described the show as a 1980s version of Father Knows Best, the Huxtables as a white family in blackface. The Huxtables affluence, they argued, worked to obscure persistent inequalities in Americaespecially those faced by blacks and other minority groupsand validate the myth of the American Dream. One audience study suggests that the show strikes a deal with white viewers, that it absolves them of responsibility for racial inequality in the United States in exchange for inviting the Huxtables into their living room. Meanwhile, the same study found that black viewers tend to embrace the show for its positive portrayals of blackness, but express misgivings about the Huxtables failure to regularly interact with less affluent blacks. For the black family sitting at home watching the show however; it was a revelation long anticipated. This motivated and challenged families to grow closer together. Single, married, and divorced individuals all could view their expectations for their family and their futures based on the uplifting obvious message being sent. For the African American culture , this was an epidemic that needed to expand in the mindsets of everyone else in the world. As far as â€Å"Black Americaâ€Å" was concerned; this was an illustrious thing. So what exactly is the difference between â€Å"Anticipated Black America† and â€Å"Conventional Black America†? E. Franklin Frazier’s â€Å"The Negro Family in the United† States supplied a model for the study of Blacks which emphasized family disorganization and dysfunction ,2 describing the black familys present condition of matriarchy, ineffective black males being marginal to the family, casual sex relations, and general dissolution of the black family to be caused by urbanization and the heritage of slavery. Fraziers work was used for the basis of Moynihans conclusions that identified Black matriarchal mothers as responsible for the breakdown and pathology of Black families (who, he claimed, were responsible for high rates of illegitimacy, delinquency, and unemployment)3. On national renown search engine â€Å"Yahoo. com†, when the words â€Å"negro† and â€Å"black† are entered into the search bar ; words such as unemployment, equality, broken homes, proportion, and black community are given as â€Å"helpful hints† to further specify your search criteria. This is not to say that yahoo alone is portraying this image. But it does conclude a point that this issue should very well be recognized. The mental attitude of the black family’s standards in present America are poor indeed when left up to some critics. Nonetheless, Black America is continuously upgrading and rebelling in all fields of education and occupation. Our greatest and highest recognized entertainers, scholars, preachers, political figures, and moguls are filled with African American people. Many inventions are in existence today because of African Americans. A Black figure is currently running for president of the country! The Cosby Show does not challenge Black America as much as it motivates and really disciplines the mentalities and ethics behind us. The show’s head writer ,John Marcus, had this to say regarding the co-writer and star of the show Bill Cosby: I think Bill knows that he has a power, and that he thinks of it very judiciously. He is conscientious and sensitive to the minds of people who watch the show. And he is very respectful of their intelligence, said Markus. He sees that a more powerful tool in education is to entertain and engage the audience in a delicate manner rather than to hammer home a message. We want to educate black America, but we never want to Sermonize. (1990) It was never the intention of the show nor the writers behind it to preach about high time living to the black families of America. Yet, it was extremely obvious that there was luxury behind the hard work, and it’d all came from the benefit of great education. In the series, Huxtable is a doctor married to an awfully attractive, independent minded, and intelligent woman who has become quite a successful and well established lawyer. His five children all attend school and his children eventually all attend college following after their parents, but with different career motives that they each discover throughout their development from children to young adults. The Cosby Show ’s family is fiction but based on a lifestyle that is meant to be lived and enjoyed by the Black families of America. With the right motivation and the desire to become educated and to fulfill their selves , anyone of any race could very well live a full life without much struggle. The Cosbys did not live without flaws and disappointments. But they dealt with it as a strong and confident family with the continuous support and love of each and every one of their family members. This is a message that needs to be spreaded more and more everyday. The Black family can better themselves if they can get together and make a change to better their mentalities and their environment as well. Following the Cosby’s example; the Black family can succeed. â€Å"If every parent in their community taught their children how to act and teach them the life lessons that they need to succeed. Wouldnt that as a whole help the black community, one family at a time? † This was the question asked in an online discussion about upraising of children in the black community. It begins at home. If we do not or refuse to maintain order at home, there will be none outside of our households. The Cosby Show displays for us that restrictions and rules set inside the house also better govern our black children as they are outside of the household or away from home. By laying down the law in the house, the children were not as in as much trouble as friends and classmates. This distinguished them from the other children in other families on the show as well. With rules came responsibility. According to Senior Magazine Online, as humans responsibility is given to us automatically â€Å"because we are a part of society. † It is also stated that â€Å" It is in this area that we seem to be losing our children. † The main focus within the Cosby family was, without any doubt, family. The family came first. Before work, before friends, and before the personal wants of any individual; the entire family came together and worked together to make their home the joyous place it was. It was stressed as an importance that everyone was responsible in remembering birthdays, talking to their parents about their issues, and continuously seeing that a personal (perhaps assigned) chore was completed everyday. In conclusion, the Cosby Show is due many thanks and many praises. It stands, even today, as a landmark of hope and inspiration for the Black family. Although there are many public voices that are motivating us to push forward and challenge ourselves to complete education and a fulfilling life; the Cosby Show had a powerful message that is not easily forgotten and forever appreciated. The family is the most important part of our foundation. When we look back at what helped us to grow, we should find our family. References 2008 Discussion on saving the Black Community. http://answers. yahoo. com/question/index? qid=20070209125845AAYhqrg. 4 May E. Franklin Frazier (American Sociologist). The Negro Family in the United States. 1939 Interview with Head-writer of The Cosby Show, John Marcus. http://www. medialit. org/reading_room/article344. html (1990) Jhally, Sut, and Justin Lewis. Enlightened Racism: The Cosby Show, Audiences, and the Myth of the American Dream. Boulder, Colorado: Westview, 1992. Senior Magazine Online. http://www. seniormag. com/caregiverresources/articles/caregiv Tiffany Frizzel quoted , The Internet Movie Database, http://us. imdb. com April Wynona Bryant- Williams Ph. D Director , ,http://www. blackperspective. com/pages/mag_articles/sum01_blackfamily. html erarticles/parenting/taking-reponsibility. htm

Hart and Fuller Legal Arguments Analysis

Hart and Fuller Legal Arguments Analysis There has been a debate between Hart and fuller that has brought up arguments and room for discussion. This essay will show three specific arguments put forward by both Hart and Fuller; the criticisms of Harts theory and the reasoning behind the rebutting of the statement Fuller confuses the efficacy of a legal system with its morality. The starting point would be to look at the ideals and the reasoning behind the theory that was suggested by Hart. Hart can be seen as a 20th century positivist who believes that there is a separation between what the law is and what the law ought to be[1]. This means that there is a distinction between the law and morality. Hart begins with the explanation of how rules that confer rights need not be moral rules or coincide with them[2]. He also went further to say that rights exist under the rules of formalities, games and in many other spheres regulated by rules which are irrelevant to the question of justice or what the law ought to be[3]. This argument shows how Hart has made the distinction between legal rights and moral rights which goes back to the separation of law and morality. In addition to this, Hart expresses what a legal system should consist of. He believes that people in the society generally obey the rules and when that society has no court or police reinforcement it will have some sort of informal rule to organize the social life[4]. If people want a secure life they have to follow these rules[5]. These rules according to Hart are primary rules; the primary rules set out what the obligations and duties are in a society[6]. Examples of such rules would be criminal prohibition and tort rules because these rule prohibit theft and forbids certain conduct[7]. Hart explains that a legal system cannot operate with primary rules alone, there has to be another set of rules that shows and tell the people of society how those rules of conduct work. These are known as secondary rules and they contain three rules which are (1) the rule of recognition, (2) the rule of change and (3) the rule of adjudication[8]. The rule of recognition is the rule that helps identify the uncertainty of which are rules when a society has a lot of primary rules[9]. The rule of change is the rule that specifies the procedure of changing the primary rules and the rule of adjudication is the rule that establishes the process of determining the application of a primary rule in particular cases[10]. Hart believes that the rule of recognition plays a vital role in a legal system. This is because it is a matter of social practise; it does not need to be written down[11]. It is the rule that society accepts as the authoritys way to determine what the primary rules are.[12] Hart believes that an effective legal system could have wicked laws. Another argument that Hart purports is that of Judicial interpretation. Judges look at the standard meaning of the word. Hart believes that the task of interpretation is commonly that of determining the meaning of the specific words of a legal rule, like vehicle in a rule excluding vehicles from a park[13]. Particularly the task of interpretation is to determine the range of reference of such a word[14]. Communication is possible only because words have a core of meaning that remains constant whatever the context in which the word may appear[15]. Except in unusual circumstances where it would be proper to regard a word like vehicle as accepting its standard meaning. This meaning of the word will have in any legal rule, whatever its purpose is. If a judge is applying the word to its standard meaning, then there is no creative role; the judge is simply applying the law as it is[16]. In addition to this Hart also talks about the words having a penumbral meaning which varies from context to context. Following the example given in the previous paragraph when the object in question (tricycle) falls within the penumbra the judge has to assume a more creative role[17]. The judge will have to make an interpretation of the rule in the context of its purpose and aim[18] which gives room for judicial discretion. When questions of this sort are decided there is at least an intersection of is and ought[19]. The judge makes decisions on what the rule is but he does this in the light of his notion of what it ought to be to carry out its purpose[20]. Looking at the arguments and theories that Hart suggests there are some inconsistencies that gives room for criticism and questioning. In making these criticisms, Fullers theory and argument will be used. The first argument by Hart that referred to the separation of what is and ought to be can be criticised. He believes that law confers rights but these rights need not be moral. Fuller explains that certain moral standards are built in to the concept of law itself. It is agreed that the law confer rights on individuals but since there are certain moral standards embedded in the law then it would be wrong to say that these rights conferred by law are not necessarily moral rights. This shows the that law and morality are not as separate as Hart claims. In relations to Harts second argument regarding what a legal system should consist of, in contrast to this fuller gives his own theory of how a legal system should be. Fuller discusses that the function of a set of rules must play is defined in the law[21]. Law as defined by Fuller is a particular way of achieving social order by guiding human behaviour according to rules[22]. He attempts to identify what he calls the internal morality of a system of legal rules[23]. In order for rules to be effective and qualify as law in any system these eight principles of legality must be adhered to. They are (i) the rule should be general; (ii) the rule should be made public, (iii) the rule must not be retroactive (iv) the rule should be clear, (v) the rule should be non-contradictory, (vi) the rule must be possible to follow, (vii) the rule should remain constant through time and (viii) there should be congruence between official action and declared rules. In other words, running the legal syst em fairly based on the eight principle seems to be a prerequisite of running it effectively and this suggests a point where law and morality merge[24]. It is important to note that Fuller does not claim that any system that follows these procedures is perfectly moral[25]. Rather, his view is that the procedures embodied in a legal system are morally important and determine whether a set of rules really count as a legal system[26]. The purpose of this legal system is to provide people with guides of action. He goes on to explain that for a legal system to be effective there has to be a cooperation between the officials and the citizens. In relations to the third argument of Judicial interpretation. Hart believes the judiciary should interpret the law in its literal meaning when dealing with core cases but in the penumbra cases there is room for judicial discretion and this is where the judge interprets the law based on what he thinks ought to be law to carry out its purpose. This in itself shows how contradictory the principle he gives is. He clearly states that law and morals should be separate but when it comes to penumbral cases there should be a merge of law and morality to satisfy the purpose of the law. In terms of interpretation Fuller believes the law must be interpreted in light of its purpose. Fuller also explains in interpreting the law the judge should try to make it fair in order to persuade the citizens to fairness and the rational of the law. Fuller criticises the theory of the Nazi informer made by Hart in his thesis. He believes that a system such as that in Nazi Germany could violate the morality of order to such an extent that it no longer had laws[27]. Fuller agreed with the theory set out by Radbruch who explained that the doctrine of fundamental principles of humanitarian morality were part of the very concept of legality and that no positive statute however clearly expressed it was could be valid if it contravened the basic principle of morality[28]. In conclusion the theories that Fuller puts forward against separation of law and morals are much more substantial and it shows that rather than fuller confusing the efficiency of a legal system with its morality. He shows that for a legal system to be effective it has to have an underlying morality. BIBLIOGRAPHY Daniel Chong, Hart on penumbra and core meaning, file:///C:/Users/User/Downloads/HART_on_pernumbra_and_core_meaning.pdf accessed 24 November 2016 Faculty.ycp.edu, Fullers Internal Morality of Law, http://faculty.ycp.edu/~dweiss/phl347_philosophy_of_law/Fuller%20and%20the%20internal%20morality%20of%20law.pdf accessed 24 November 2016 H.L.A Hart, Positivism and Separation of Law and Morality, (1958) 71 Harvard Law Review 593 Hubpages.com, Summary of Legal Positivism Concept and Harts Separation of Law and Morality: Fairly Legal (1) (15 Septemper,2013) http://hubpages.com/education/Harts-Positivism-and-the-Separation-of-Law-and-Morality-Fairly-Legal-1 accessed 23 November 2016. Michael Green, Fuller on Hart, (carneades, 21 February, 2013) http://carneades.pomona.edu/2013-Law/0220-nts.shtml accessed 24 November 2016 [1] H.L.A Hart, Positivism and Separation of Law and Morality, (1958) 71 Harvard Law Review 593 p 549 [2] Ibid, 606 [3] Ibid, 606 [4] Hubpages.com, Summary of Legal Positivism Concept and Harts Separation of Law and Morality: Fairly Legal (1) (15 Septemper,2013) http://hubpages.com/education/Harts-Positivism-and-the-Separation-of-Law-and-Morality-Fairly-Legal-1 accessed 23 November 2016. [5] Ibid [6] Ibid [7] Ibid [8] Ibid [9] Ibid [10] Ibid [11] Ibid [12] Ibid [13] Daniel Chong, Hart on penumbra and core meaning, file:///C:/Users/User/Downloads/HART_on_pernumbra_and_core_meaning.pdf accessed 24 November 2016 [14] Ibid [15] Ibid [16] Ibid [17] Ibid [18] Ibid [19] Ibid [20] Ibid [21] Faculty.ycp.edu, Fullers Internal Morality of Law, http://faculty.ycp.edu/~dweiss/phl347_philosophy_of_law/Fuller%20and%20the%20internal%20morality%20of%20law.pdf accessed 24 November 2016 [22] Ibid [23] Ibid [24] Michael Green, Fuller on Hart, (carneades, 21 February, 2013) http://carneades.pomona.edu/2013-Law/0220-nts.shtml accessed 24 November 2016 [25] Ibid [26] Ibid [27] Michael Green, Fuller on Hart, (carneades, 21 February, 2013) http://carneades.pomona.edu/2013-Law/0220-nts.shtml accessed 24 November 2016 [28] H.L.A Hart, Positivism and Separation of Law and Morality, (1958) 71 Harvard Law Review 593 p 617

Malaysian Airline vs Airasia: An Analysis

Malaysian Airline vs Airasia: An Analysis Introduction 1.1.1 The first air service route is conducted between Penang and Singapore during the colonial of British and this led to the incorporation of Malaysia Airways Limited (MAL) in year 1937 by the British government. With the emergence of Malaysia in year 1963, the airline changed its name to Malaysian-Singapore Airlines then to Malaysia Airline Limited in year 1973 and eventually to Malaysia Airlines in year 1987. 1.1.2 AirAsia was set up in 1993 and started up its business on 18 November 1996. The founder of Airasia was a government-owned conglomerate DRB-Hicom. Airasia has incurred a lot of debt and liability at that time and former Time Warner executive Tony Fernandess company Tune Air Sdn Bhd decided to purchase Airasia based on market share price at time of RM1 on 2 December 2001. Mission and objectives Malaysia Airlines vision is to become An Airline of Excellence. Its mission is to become a consistently profitable growth airline through the strategy of business transformation plan and its objective is to flying to win customers and convert the airlines IT operations to deliver fantastic internal customer experience. The mission of Airasia is to form ASEAN brand of Airline Company that is widely known around the globe and to arrive at the lowest cost so that everyone can afford to fly with AirAsia. It also aims to keep its company on track with the latest industry developments and to incorporate excellence practices into their operations that will benefit their customers. The brands or products manufactured Malaysia Airlines Domestic benefits, international benefits, annual benefit travel insurance Malaysia Airlines management team has offer three product plan options: Basic Plan, Value Plan and Premier Plan for domestic traveler, overseas traveler, and frequent traveler. Frequent flyer program Malaysia Airlines has two frequent flyer programs: Grads for Students (Grads) and Enrich. Grads is a frequent flyer program with benefits designed for students whereas Enrich is specifically designed for frequent travelers especially businessman will enable them to gain privileges of obtaining discount or free flights when travelling around the world. Airasia 1.3.2.1 AirAsia Insure Travel Protection is exclusively designed to protect and insure the respective traveler during the duration of flying with Airasia. It comprises In-Flight Plan and Comprehensive Plan. In-Flight Plan was insurance program specifically designed for one-way journey passenger. However, Comprehensive Plan was devised for two-way journey passenger. Types of products Malaysia Airlines offered products such as travel insurance, air cargo services, international and domestic flight services, classes of cabin seats, MAS magazines, MAS souvenirs and value fare packages like Get-the-Deal, and Balik Kampung. Airasia is offering products such as Airasia courier services, Airasia souvenirs, Airasia credit card, Airasia self-produced magazines and Airasia cargo delivery service. Logo and tag-lines The appearance of the corporate logo is designed to be moon kite, with a sheared swept-back look. The word MALAYSIA is italicised to lean parallel with the logo to emphasize on speed as well as direction. The letters MAS bear red clippings in the font style to symbolize the initials of the statutory name of the airline, Malaysian Airline System (MAS). The introduction of blue to the original red to the moon kite logo has national meaning. Moreover, the red and blue divide equally in the middle has a sense of equilibrium. Moreover, the tag-line emphasizes that MH is more than just an airline code; in fact MH is Malaysian Hospitality. Airasia logo is Airasia in italicized form with the characters shaded by red color background whereas its tag-line is Now Everyone can fly. The red color logo is a strong message to the world about environmental problem. Current business development Type of business Topic Sentence: Both Airasia and Malaysia Airlines engaged in trading and services industry. Supporting detail 1: Malaysia Airline is a Malaysia-based company service whereas Airasia is a Thai-based company that engaged in air transportation and their related services. Supporting detail 2: They engaged in operation such as cargo and courier service, goods retailing as well as passenger carrier. Strategies Topic Sentences: In order to be competitive in the industry, Airasia has practised cost leadership strategies whilst Malaysia Airlines(MAS) involved in business transformation plan. Supporting detail 1: Airasia tend to focus on short route to a certain destination in order2 to reduce operating cost. Supporting detail 2: Business transformation program is competitive strategy used by MAS to fight over the big threat such as intense competition, rising cost of fuel in airline industry 2.3 Investor relations Topic Sentences: Airasia and Malaysia Airlines are public listed company traded on the main board of Kuala Lumpur Stock Exchange. Supporting detail 1: The stock of Airasia and Malaysia Airlines are ordinary shares offered to be transacted in primary market and secondary market. Supporting detail 2: Airasia recorded revenue of RM941 million year over year with a 26% growth while Malaysia Airline incurred an operating loss of RM 286 million in the second quarter of year 2010. Public relations Topic Sentence: Airasia launched AirasiaMegastore, an online shopping gateway for consumers while Malaysia Airlines established PINTAR visit mainly for students Supporting detail 1: Airasia Mega Store open 24 hours every day and it offers a wide variety of branded product at discounted price Supporting detail 2: MAS provide students with academic tour to Malaysia Airlines and tourist spot in Kuala Lumpur and Putrajaya because they are concerned about the academic progress of students in Malaysia. 3.0 Marketing strategies. 3.1They market their product by using different strategies in order to gain competitive advantage in the markets. 3.1.1 They use market segmentation strategy to split out the market they want to serve. For example, Air Asia segments the market with different income groups and serves the low income group. However, MAS serve the high income group initially, but because of the emerging of Air Asia, it also moves into serving the low income group of customers. 3.1.2 In order to serve the market they have targeted, they positioned themselves differently to gain a different brand image in the mind of customers. Air Asia is using price or quality positioning strategy. On the other hand, MAS tend to use product class positioning at first, but it changes to a mix positioning strategy of price or quality and product class. 3.2 They compete with their competitors with 4P strategies which are commonly applied in marketing. 3.2.1 They use different price strategies that reflect their positioning strategy and price objective to compete in the market. Air Asia is using everyday low price strategy and trying to compete in Blue Ocean. However, MAS use prestige pricing strategy at first, after then which it change to mixed pricing strategies included meeting competitors pricing. 3.2.2 They use different product strategies, so that they can provide different kind of services to compete. Air Asia provides non-frills services in order to keep the cost as low as possible. While MAS provides excellent and luxury services at first, after which it also come out with low price product to compete with its competitors. 3.2.3 They use different promotion strategies to fight against their competitors promotion strategies. Both come out with a variety of special promotions to attract customers. For example, MAS come out RM 1 for ticket to compete with free seat of Air Asia and sometime the fare of MAS is even lower than Air Asia. 3.3 Advertising methods have played an important role to attract the attention and perform the function of informing, persuading and reminding the customers. 3.3.1 They are involved in different advertising channel like television, newspaper, MATTA fair, sponsorship, internet, radio and even performing social corporate responsibility to grab the public attention. 4.0 Conclusion 4.1 The unpredictable changing environment and fierce competition are challenging their company stability. 4.1.1 The increase of fuel price globally has challenged their ability to control the operating cost. Both companies performance was also seriously affected. 4.1.2The management of resources has to be managed effectively and efficiently to remain agile in the market. Air Asia has to control the punctuality index and customer services which were resulted from the behavior of over save cost. In contrast, MAS has to control its behavior of being uneconomical. 4.2 Recently, both of them have developed so well to proceed to their vision, mission and objective. 4.2.1 They have made a lot of improvement on customer services standard to please their beloved customer. Air Asia has adopted complex information system such as state-of-the-art booking system to process various booking. At the same time, MAS has also invested few hundred millions on passenger service system to shorten and provide faster services. 4.2.2 They have expanded their service world-wide in order to provide more choices to customer. Air Asia has joined VietJet airline from Vietnam, and Jestar airline from Australia to expand their routes. However, it also involves in other business, like hotel sector, online purchase and so on. MAS also expand their routes to more area, and involve in online shopping. 4.2.3 They have performed corporate social responsibility to contribute to the society. Air Asia has supported MERCY Malaysias relief mission in Padang, Indonesia whereas MAS has put effort to reduce the carbon dioxide emission to promote a greener environment. 4.3 They are continuing their effort to achieve their vision and promise to do better! 4.3.1 Both companies do not reveal any specify future plan about 2011. But by referring to previous ongoing plans, we tend to know fairly how and where these two companies will move in their future plan. MAS will continue their steps of business transformation plans 2 in this case, such as maintaining 5 stars quality of services and low cost, attracting more customers, building up the network and capacity through service providing. In the future, Air Asia will provide more low cost journey and increase the regularity of fly. It will also continuously keep the cost as low as possible and enable more people to fly! Prepared by: Betty Yong Siew Ning (0902327) Wong Chin Hong (0902068)

The Great C.S. Lewis :: biographies bio biography

C.S. Lewis, the great author, wrote all kinds of reading material: poetry, novels, and even children's fiction. He even wrote at a young age. He would draw his own pictures. People during his time loved his books, and today people still love to read his books. This author was also intelligent, joyful, and charitable. C.S. Lewis was a very intelligent man. He proved this in many ways during his lifetime. The way he lived is a very good example. When Lewis became a Christian, as J.I. Packer and Jerry Root write in their article, "Mind in Motion," His habits of mind also continued unchanged. He was already thinking how he thought a Christian should. He also shows his intelligence during his teen tears at Oxford, when he excelled as a student. He was also intelligent as a tutor. Kenneth Tynan, Lewis’s former pupil, tells in Bruce L. Edwards’s magazine article “Literary Time Travel,” “The great thing about him as a teacher of literature was that he could take you into the medieval mind and the mind of a classical writer. He could make you understand that classicism and medievalism were really vivid and alive-that it was not the business to be ‘relevant’ to us, but our business to be ‘relevant’ to it. It was not a matter of dead books covered in dust on our shelves. He could make you see the world through the eyes of a medieval poet as no other teacher could do. You felt that you had been inside Chaucer’s mind after talking to him.” It is instances like these that show just how intelligent C.S. Lewis really was. C.S. Lewis was a very joyful man, and his joyfulness shone through in all he did. He would assign nicknames to his family members and friends, like Robert E. Havard “the useless Quack” or as he called his walking companion A.C. Harwood, “the Lord of the Walks.” Another glimpse of his joyful spirit is when he finished his first day at Oxford and wrote to his dad, “The place has surpassed my wildest dreams. I never saw anything so beautiful.” Finally, we see his joy when he wrote to one of his friends right after his marriage, “It’s funny having at 59 the sort of happiness most men have at their twenties… ‘Thou hast kept the good wine till now.’” C.S. Lewis was a very joyful man from whom people could learn a lot.

An Athletes Secret of Success Essay -- Sports Athletes Fitness Essays

An Athletes Secret of Success Vince Lombardi says, â€Å"The price of success is hard work, dedication to the job at hand, and the determination that whether we win or lose, we have applied the best of ourselves to the task at hand.† A dedicated athlete puts forth their all by fully devoting themselves to their sport. They always try to give one hundred and ten percent before, during, and after practice. Athletes achieve their success knowing they worked hard to attain it and can truly say they accomplished something that makes them a better person.   Ã‚  Ã‚  Ã‚  Ã‚  A committed athlete devotes a great deal of time to practice. They arrive early in order to get in a better warm-up, give more than their best effort during practice, and stay after practice to repeat what they went over. Also, they p...

Adidas Is One of the Largest Companies in the Sporting

ADIDAS MARKETING COMMUNICATIONS EFFECTIENESS ADIDAS MARKETING COMMUNICATIONS EFFECTIVENESS TABLE OF CONTENT 1. Executive summary†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 3 2. Introduction 2. 1 Adidas Overview†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 3 2. 2 Europe sports equipment market overview†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 4, 5, 6 3. Situtational Analysis 3. 1 PESTEL 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‚¬ ¦.. 7, 8 3. 2 Porter’s Five Forces 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‚¬ ¦ 9 3. 3 SWOT 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¢ € ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 10, 11 4. Consumer 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‚¬ ¦12, 13 5. Marketing Objectives†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 14 6. Communications Mix 6. 1 Sports sponsorship†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 15, 16 . 2 Celebrity endorsement†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 16, 17 6. 3 Product placements†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 17 7. Recommendations†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 18 8. 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‚¬ ¦ 18 9. Bibliography†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦19 1. Executive summary| This report will measure the effectiveness of Adidas’s advertising campaign. To achieve this goal this report will go through the French market analyse and the target consumers. Moreover, SWOT, PESTEL and Porter’s Five Forces analysis demonstrate the different opportunities in future for Adidas and the multiple factors influencing the sports equipment industry.Adidas is one the leading company in the sports equipment industry (with Nike, Reebok†¦), recognizable with its three bands, and since few years he is launching very effective campaigns. This effectiveness it’s due to the celebrity endorsement. This report will be introduced by the introduction of the overview of Adidas’s market and secondly the sport equipment market in general. 2. Introduction| 2. 1 Adidas Overview Adidas is one of the largest companies in the sporting goods industry. The group has divided its operating activities by major brand into three divisions: Adidas, Reebok and TaylorMade-Adidas Golf.The group operates through more than 170 subsidiaries in Europe, the US and Asia, each focusing on a particular market or part of the manufacturing process. After the financial crisis of 2008 and economic difficulties of 2009, Adidas came back strongly in 2010 and can show an excellent year. The Group generated a record â‚ ¬ 12 billion in sales, a growth of 9%, clearly outpacing his major competitors. 2. 2 Europe sports equipment market overview Adidas offers sports equipment for all sports. It provides footwear and apparel for each sport (cricket, football, running etc)England cricket team, sponsor Adidas R. Madrid football team, sponsor Adidas As we can see in the table 1, in Europe the sports equipment market grew by 2. 1% in 2011 to reach a value of â‚ ¬13. 9 billion (Marketline 2012). And according to recent figures this growth will continue to increase, for more than 10% between 2011 and 2016 (Marketline, 2012). Table 1: EUROPE SPORT EQUIPMENT MARKET FIGURES| Year| â‚ ¬ Billion| % Growth| 2007| 12. 7| | 2008| 13. 1| 3. 1| 2009| 13. 3| 1. 9| 2010| 13. 6| 2. 0| 2012| 13. 9| 2. 1| Source: MarketlineThe graph above clearly demonstrates that the French market is the most important as far as the sport equipment market is concerned, with a total value of â‚ ¬3. 7 billion in 2011. The German and UK market, with respectively 18% (â‚ ¬3. 5 billion) and 18. 3% (â‚ ¬ 3. 5 billion) of the market share, follow it. And then comes the Italian and Spanish market (Marketline, 2012). These five markets cover more than 72% of the European sports equipment market. Source: Marketline The most valuable segment in this industry it’s clearly the ball sport equipment segment.Adidas is well presen t, as they make footballs for the World Cup, UEFA Euro and the Champions League. These three competitions are the most watched all around the world (715 millions people watched the 2006 World Cup Final). FIFA World Cup 2010 UEFA Euro 2012 Champions League 12/13 According to the graph the less valuables segments are racket sport equipment (9. 5%) and golf equipment (13. 6%). By adding both figures they are still inferior comparing to the ball sport equipment (25. 5%). 3. Situtational Analysis|As mentioned above this report will analyse the leading sports equipment market, in this case the French market. 3. 1 PESTEL Analysis Through this PESTEL analysis we will analyse which factors any company has to consider, while entering the French sports industry. POLITICAL: France is a highly centralized country; an elite group is dominating in the state and the corporation sectors. This situation persists despite attempts to decentralize power in last few years. Furthermore, according to the r ecent report â€Å"corruption is perceived to be widespread in French politics†. Datamonitor, 2011) ECONOMICAL: From 1999 to 2007 France’s exports share in eurozone felled by 16%, and French exports were of a value of $595 billion in 2010 (declined by 4. 6%). This will affect the prospects of the French economy in the near future. (Datamonitor, 2011) For a company like Adidas, which exports a lot to Asia with a total market of â‚ ¬2, 972 million in China and other Asian markets, it can effects their sales. (Marketline, 2012) SOCIAL: The French population is becoming aged. Indeed, more than 17% of the population have more than 65 years (Insee, 2012).The Government is expecting to allow 4% of the GDP to healthcare, pensions and dependency care related to the aged people. (Datamonitor, 2011) TECHNOLOGICAL: After the industrial age France is moving towards technological age. Indeed, we can see it by the number of patents deposited at the US Patent and Trademark Office ( USPTO), the figure reached 124,723 in 2010. (Datamonitor, 2011) In the other hand, the Government will withdraw the concept of Young Innovative Company, it will have is impact on the industrial growth and may reduce investments in the country. (Datamonitor, 2011) ENVIRONMENTAL:France was very active to prepare agreements on environmental protection and sustainable development and in the strengthening of international governance. In addition, with Norway, France initiated the Global Forest Partnership in 2010. (Datamonitor, 2011) But as the technological factors, the country is not encouraging and fulfilling his agreements. Indeed, last year France was assigned to the EU Court of Justice by the European Commission for its lack of attention in the industrial emissions regulations. The European Commission was telling that France has more than 60 factories that have not got environmental authorization of the EU. Datamonitor, 2011) LEGAL: Foreign investments increased by more than 20% co uple of years ago, 782 projects lead to nearly 32,000 job. Most of these projects were related to the renewable energy sector. In 2010, non-national companies based in France created two million jobs. Many of the government’s tax and labour reforms have been met with cynicism and public protests. The government may increase weekly working hours from 35 to 39 and abolish the wealth tax l'impot de solidarite sur la fortune. However, these moves will face public outrage and demonstration. 3. 2 Porter’s Five Forces AnalysisWe aim to measure an industry’s attractiveness and long-term profitability through Porter’s Five Forces analysis. Adidas and his competitor, as Nike, have reach to branch out in to retail after the industry of sports equipment has seen in recent years a great development of forward integration (as sportswear manufacturers). Despite the presence of major groups, in the French market of sports equipment, the market is still fragmented. Buyer power is becoming very strong, as there is a wide range of products available, and the existence of numbers of retailers and also the fact that some large firms have integrated forwards into retail.The expenses in sports equipment and apparel vary following the emergence of trends for particular sports. Another factor that influence purchases is the weather. It’s still possible to enter the French market by producing for example small quantities of custom-made golf and to have some economies of scales such as bulk buying. But, as seen in recent years the uninspiring revenue growth makes entry a less attractive for new entrants. The reliance on sales of sports equipment is reduced as many firms sell sports footwear and apparel in the French market. Rivalry is weakened as many large companies outsource their manufacturing. Marketline, 2012) Source: Marketline 3. 3 SWOT Analysis SWOT ANALYSIS| Strengths| Weaknesses| * Strong portfolio * Continuous research and development * Stro ng performance after 2010 FIFA World Cup * Worldwide presence | * Dependence on third party manufacturing * Unfunded postretirement obligations will impact cash flows adversely| Opportunities| Threats| * Reorganization to improve efficiency * Sponsoring major sports events * Global footwear market is growing| * Counterfeit products * Competition * Fluctuations of foreign currencies |Adidas has in his portfolio three brands, as follows: Adidas, Reebok and TaylorMade-adidas Golf. Adidas is well present all around the world, Reebok is improving day by day (for instance Thierry Henry is sponsored by Reebok), and TaylorMade-adidas Golf is the less known brand of his portfolio. Because of their policy to encourage research and development allows Adidas to come out with new and better products to face competition of Nike. As mentioned above Adidas makes football for major football competition and it benefits of the success of these competitions.After the establishment in the European and A merican markets, Adidas is targeting Asian market (total market of â‚ ¬2, 972 million in China and other Asian markets). (Marketline, 2012) As Adidas outsource 95% of his production to Asian country (32% of his suppliers are Chinese) it cannot control the quality of his product. Indeed, several products made in China have been recall by many US companies after the publication of the Consumer Product Safety Commission report. The company cannot tolerate a lack of quality in front of Nike, in order to keep market shares.The company provides retirements benefits to most of their employees. According to a recent report, the company planned pensions of â‚ ¬67 million but they reached â‚ ¬74 million, so an unfunded status of â‚ ¬7 million. (Marketline, 2012) In order to enhance its efficiency Adidas undertook reorganization. Indeed, the company moved to a function-related structure from a vertically integrated brand structure. Adidas has many agreements for sports events: * Au stralia Olympic Committee until 2016 * Japan Football Association until 2015 * Spanish Football Federation until 2018 * Argentine Football Association until 2022 FIFA World Cup 2014 * UEFA EURO 2016 * UEFA Champions League * 11 year global agreements with the NBA (official sponsor NBA, Women’s NBA and the NBA Development League) These events will help the company to en enhance its brand image and awareness among customers and also to strength its profitability. The global footwear market, not only the European market, has shown a growth in recent years. According to Datamonitor, the global footwear market grew by 2. 6% in 2009 to reach a value of $196. 3 billion. Footwear, clothing, accessories and sportswear are the largest segments, accounting for 67. % of the market's total value. Market’s forecast will reach the value of $230. 8 billion by 2014, representing an increase of 17. 6% from 2009. (Marketline, 2012) With the development of Asian countries, and the outsour cing of manufacturing of western companies in these countries, the counterfeit has increased and it’s a reel threat for companies. Adidas his facing competition of big companies, we identify as Adidas main competitors Nike, Puma, Callaway Golf Company and New Balance. As last threat we see the fluctuations of foreign currencies.For instance, in India a brand like Adidas is for the high-class society otherwise they cannot afford a football shirt, which cost about 60?. (Marketline, 2012) 4. Consumer Analysis| CONSUMER SEGMENTATION BASES| Behavioural| Demographic| * User status * Usage rate * Usage occasion * Brand loyalty * Benefits sought | * Income * Age * Sex * Race * Family| Psychographic| Geographic | * Values * Opinions * Attitudes Activities * Lifestyle| * International * Regional| This table shows the consumer segmentation bases that any company can use.They are usually the same regardless of the sector. Companies use segmentation in order to divid into groups’ c onsumers that have some characteristics and needs in common (Doole et al. , 2005). Hence, the company can attract easily those groups with specifics products. As his main competitor, Nike, Adidas target particularly young and middle age that practice sport. Another category of Adidas’s consumers has made by teams’ supporters (Real Madrid sold 1. 4 million shirts, Goal. com). Furthermore, there is a turnover of â‚ ¬1. 2 billion in goods related to football (Reuters 2012).Because of is large portfolio the company attract different customer markets with each brand, for instance golf interested consumers with TaylorMade-adidas Golf. The following perceptual map shows the positioning of Adidas as a company offering high quality products for a High price. Foot Locker and K-Swiss try to attract people with a lower income, whereas Nike and Puma apply the same price-quality strategy than Adidas. The competitive advantage of Adidas in comparison to those two companies, howeve r, is its positive brand image. At least, in the decision-making units (D. M.U) we may be influence by friends, the press or by the company’s advertising. The person who buys, decides and uses is usually the same. 5. Marketing Objectives| As any company, which is not the leader in his sector, Adidas has as objective to try to extend his market shares and in long terms strategy to be the leader by a continuous research and development of innovation. Through these innovations steps Adidas can provide comprehensive solutions to his customers (Kotlet and Keller, 2009). One of the reasons of Adidas’s campaigns effectiveness is his brand awareness with his three bands logo.And also is slogan â€Å"Impossible is nothing†, outpace our limits; make the impossible possible. In a survey reported by SportsOne (2010), 98. 8% of the respondent pool aged 13 and up that purchased athletic footwear or apparel could associate at each one of the brand elements to the company name. And another key factor is the role of celebrity endorsement. Through this marketing tool fans can associate themselves to the celebrity and to the brand. 6. Communications Mix| In order to target a wide audience and to build its brand equity, Adidas uses several marketing communications tools.According to Duncan and Moriarty the brand delivers impressions, that can strengthen or weaken customers views of a company, on each contact it has with his customers. Kotler and Keller reinforce this as they said the shape and colour of the package, the product’s style and price, the store decor, the salesperson’s (dress and manner) communicates to buyers. 6. 1 Sports sponsorship Because they benefits of a large coverage, sports activities are more attractive to sponsors (Fill, 2011). Indeed, sport events are the most sponsored because: * They attract large audience * Simplistic measure of segmentation Events duration permits to be more visible As shown above Adidas’s mai n segment is football with a market share of 34% (Chazouilleres, 2010). Therefore, Adidas’s sponsorship with major football teams has been motivated because of â€Å"the attraction of large and specific target audiences with whom a degree of fit is considered to exist† (Fill, 2011). Amongst football teams we can mention clubs like Real Madrid (2nd largest fans group in world), Chelsea (6th); national teams as Argentina, Spain; and of course the sponsorships of major football competition for years (FIFA World Cup, Olympics†¦). |Sponsorship is one of the important parts of the communications mix because it allows companies to communicate without the clutter of advertising. Of all types of sponsorship sport has captioned most attention and money (Fill, 2011). 6. 2 Celebrity endorsement In particular, a celebrity endorser should have a high level of visibility and a rich set of potentially useful associations, judgements and feelings (McCracken, 1989). Therefore, cele brities can play a more strategic role for their brands, not only by endorsing a product but also helping to design, position and sell merchandise and services.In these last years Adidas has sponsored many famous football players as Zinedine Zidane, David Beckham. Nowadays the main celebrity endorsed by Adidas is definitely Lionel Messi. They aim to attract football fans, and Adidas launched couple of weeks ago special football shoes for Lionel Messi (AdiZero F50, with a computer chip inside). 6. 3 Product placements Another tool of the communications mix is the product placement. This tool consists of putting his products, usually, in movies. Adidas uses this media because it’s a â€Å"billion dollar market† (Scevak, 2001).But since a decade product placement is not only made in movies but in all types of TV shows (Steinberg and Vranica, 2004). Since the release of â€Å"Blades of Glory†, we know that figure skating without Adidas is simply not the truth. The m ain characters guide you through the whole movie. In 2007 Adidas was already present in â€Å"Norbit,† â€Å"Stomp the Yard† and â€Å"The Messengers†. 7. Recommendations| For the future Adidas should be more aware about his brand image. Outsourcing 98% of his production in Asian country can affect his brand image because of the poor quality these manufacturers offer.By outsourcing his production can damage is research and development, which cost a lot. These two things, innovation and lack of quality, don’t match. Adidas should handle it as soon as possible in order to extend his market shares and face the competition. The company should continue to sign celebrities as they currently do. The celebrity endorsement is the main key of the marketing campaigns. But Adidas should not only focus on football market (even if is reliable market). It shows that company depends a lot on it. If in the future the market goes down, Adidas can be heavily affects by this .An ultimate recommendation can be to reinforce his presence on social networks as its use is growing amongst the youth market. 8. Conclusion| In this report we gave an overview of Adidas and the European sports equipment market. And we remarked that Adidas is the leading group in football industry, and the 2nd in sports equipment industry (after Nike). Then the report focused on the French sports equipment market. We analysed the market through two analyses, as follows: PESTEL, Porter’s five forces; and we made the SWOT analysis for Adidas. Targeted consumer are analysed nd marketing objectives are given to know how Adidas approach these consumers. We choose three different tools – sports sponsorship, celebrity endorsement and product placement – in order to explain the communication strategy used by Adidas. Finally, recommendations are done on how, in future, Adidas can maintain his leading position in the football industry and how to extend market shares and how face the competition. 9. Bibliography| Marketline (2012) Industry Profile – Europe Sports Equipment Marketline (2012) Industry Profile – France Sports Equipment Datamonitor (2011) Country Analysis Report FranceDatamonitor (2011) Company Profile adidas AG Institut national de la statistique et des etudes economiques –Insee (2012) Bilan demographique SportsOne (2010) Doole, I. , Lancaster, P. and Lowe, R. (2005) Understanding and managing customers, Essex: FT Prentice Hall Kotler, P. and Keller, K. L. (2009) Marketing Management, 13th Edition, Pearson International Edition Duncan, T. and Moriarty, S. (2006) â€Å"How Integrated Marketing Communication’s ‘Touch Points’ can operationalize the service-dominant logic†, The Service-Dominant Logic of Marketing: Dialog, Debate, and DirectionsFill, C. (2011) Essentials of marketing communications, 1st Edition, Prentice Hall Steinberg, B. and Vranica, S. (2004) â€Å"Prime-Time TV’s N ew Guest Stars: Products†, Wall Street Journal, January 13, 2004 McCracken, G. (1989) â€Å"Who is the celebrity endorser? Cultural foundations of the endorsement process†, Journal of Consumer Research, December 1989, 16 Scevak, N. (2001) â€Å"The Evolution of Product Placement† Available URL: http://www. internetnews. com/bus-news/article. php/785431/The+Evolution+of +Product+Placement. htm

Essay on We The Animals

Moreover, the homophobia in the society introduces conflict within the family and leads the narrator to lose his identity and become modified into an individual that society approves of. He holds society responsible for the disintegration of this family. The story is told by a narrator whose name we never find out. Tortes does this in order to emotionally detach the readers from the character and instead, direct their focus towards the larger message that the story conveys.Tortes uses narrative and structure in the chapter, The Night I am Made, in order to emphasize the inflict and isolation felt by the narrator because of society expectations of him. The chapter, The Night I am Made, is integral to the plot of the book because it deals with the actual problem in the narrators life. Until this point, the readers are given the sense that the family loves each other and will go to the ends of the Earth for each other. By the end of the chapter, the family is torn apart, leaving the rea ders to blame society for the way it influences relationships.Tortes starts the chapter talking about the boys growing up. He Uses â€Å"They† in this chapter, as opposed to the â€Å"We† that was used in the revises chapters. This change is pronoun use signals the beginning of the isolation felt by the narrator. The narrator goes on to describe his brothers and how degenerate they have and will become. He is directly talking to his ‘Pas' and expresses his disapproval at the way that his brothers are turning out. The narrator is different from his brothers since he works hard at school and is not rough like them.On page 104, he refers to the Puerco Ricans as ‘having language'. Tortes proposes the concept of inherited language as being similar to inherited identity. The brothers behave the way that the father goes; they react with violence and not words. The Puerco Ricans had language because it was passed down from their ancestors, like the violence and the physical abuse was passed down from Pas to his sons. However, the narrator does not seem to be one of recipients of this gift and therefore, he feels further isolated.The following quote solidifies this idea of isolation and the contrast that the narrator feels when compared to his brothers. â€Å"And me now. Look at me. See me there with them, in the snow – both inside and outside their understanding. See how I made them uneasy. They smelled my preference -? my sharp, sad, pansy scent. They believed I would know a world larger than their own. They hated me for my good grades, for my white ways. † The above quote refers to the narrator as having â€Å"white ways† and therefore, not being Puerco Rican enough.By the means of this paragraph, Tortes sets the narrator apart from his family and forces him to feel different. Tortes intentionally does not introduce or describe any characters apart from the five family members, because at the end of the book, when the n arrator becomes isolated from his family, the readers are left with a sense that he rule does not have anyone in his life to love him and take care of him. Also, the last line of the chapter refers to their last night together, signifying that a big change sites to come.The rest of the chapter is divided into smaller sub- chapters, namely Midnight, Late Night, Deep Night and Dawn. In Midnight, the readers see the first time there is real conflict that divides the brothers. Tortes switches between using ‘We' and ‘They' to show that the narrator is struggling between maintaining his identity as part of his family and creating one for himself. The narrator turns on his brothers, verbally abusing them. Up until this point in the story, he is the brother that is least violent; by screaming at his brothers, he is using their means to separate himself.Tortes intentionally makes him violent but not in a physical manner, which means that his brothers can still overpower him. The following quote indicates the real violence that the narrator had kept hidden throughout the years. â€Å"l kept a journal – in it, sharpened insults against all of them, my folks, my brothers. I turned new eyes to them, a newly caustic gaze. † These words by the narrator infirm his violent nature and are a testament to his upbringing. He is just as violent as his brothers, but only in a different way.This difference is what makes him isolated from them. In this way, he is the same brother that grew up with the family but his sexual desires succeed in ostracize him from them. On page 1 10, the narrator describes the way his brothers held him when they were trying to beat him up. The scene is written as though it was brotherly and loving. â€Å"[T]hey didn't want to let me go. † They were holding him in order to hurt him but the narrators desire to feel like he was part of the Emily causes him to view this scene as one that speaks about brotherly love.The narrato r had previously claimed that his brothers would bleed for him; Tortes is now proving him wrong by turning them on him. Tortes ends Midnight by saying that there was no other boy like the narrator, solidifying his isolation from his brothers as well as the loneliness he feels. The next chapter, Late Night, describes one of the sexual encounters that the narrator has. Tortes does not confirm whether this happened within the plot or is one of the sexual fantasies from the narrator's journal.Either way, the sexual elation's that the boy has with the bus driver bring him immense pleasure and result in his sexual awakening. â€Å"The cold gathered in the tips of those fingers, so every. Veer he touched me was a dull stab of This quote suggests that the bus driver was helping him understand his own sexual nature. While this was surprising to him, it helped to make sense Of his sexual desires. The quote â€Å"My brothers will lose themselves tonight; they'll search for me in the whitenes s; they'll drown† shows that he is alone, which does not happen throughout the book.Tortes always portrays the narrator as being tit his brothers or his family but this time, he is alone and learning about himself. By stating this, the narrator once again distinguishes himself from his brothers because he has gone to a place that they cannot access. Personally, I believe that this scene is part of the narrators journal because it is where he can be true to his identity and not worry about his brothers showing up. Instead, he is comfortable exposing himself to a stranger in the hopes of learning more about himself. The chapter closes with the narrator yelling that the bus driver made him.By the use of this line, Tortes suggests that the sexual encounter influenced the way that the narrator created an identity for himself. The following chapter, Deep Night, sees the narrators family finding the journal that contains explicit sexual fantasies and sharp insults against his own par ents. The story' in this section begins with the following quote. â€Å"Everything easy between me and my brothers and my mother and my father was lost†. This quote suggests that a homophobic society has resulted in his family looking at him in a different light.He is no longer their son or brother, and the simple functionality of the family dynamic is now lost to him. Even as the narrator knew that everything was falling apart because his parents and brothers had read his journal, he looks at his mother and says â€Å"I'll kill you†. Tortes intentionally highlights the violent nature of the narrator in order to emphasize that he is conflicted between loving and hating his family for what they are putting him through. Since the violence is what holds then together, the narrator attempts one last time to find common ground between them by acting out.His father wants to reciprocate but his brothers pull him down and thereby, isolating him from their familial unit. [S]meo w, at the same time, that they were keeping him back, they were supporting him†. The narrators family, in this case, not only exhibits non-violent behavior but also act as support systems to help each other get through this situation. The fact the Tortes places the narrator outside of this family and without any support makes his isolation more explicit. Towards the end of the chapter, the narrator becomes an animal in order to try and connect with his family.He resorts back to violence, which was a constant throughout his entire childhood. However, as he becomes more and more violent, the parents and rooters â€Å"retreat into their love for† the narrator. They oppose the approach that the narrator was taking, which means the narrator is left alone and without any means by which he can communicate with his family. On page 1 17, the narrator says the journal might have been a way of coming-out for him, so that he could be found and he could stop hiding. The only way tha t this would happen would be if everything was out in the open.This did not work in favor of the narrator's wishes and only ended up creating conflict between the narrator and his family members. The narrative in this chapter ascribes the hospital the boy will be sent to with words such as neutered, which refers to the sexless identity that the society and his family want him to have. Also, Tortes uses the phrase â€Å"still burning a youth glow' in order to highlight the fact that the narrator is a young boy who has a lot more to accomplish in life and yet, the homophobia in the society makes it so that the will spend the rest of his days in the hospital.The final section, Dawn, narrates the preparation for the narrator to go to the hospital in third person. The narrator is no longer talking, and therefore, Tortes is suggesting that his ice is subdued; this is similar to the way in which is identity is being suppressed by his family. Also, Tortes refers to the characters as Ã¢â‚¬Ë œa father', ‘his son' etc. He does this in order to show that society has reduced these characters and their strong, familial bonds to a generic relationship. They no longer have any history or uniqueness attached to their relationships.Instead, they are represented as a regular, loving family. By hiding their violence and past, Tortes creates a new, reductive identity for the family. While the father gives his son (the narrator) a bath, he pretends like it is a outing task. Tortes does this in order to show the readers that the father is forced to pretend to be normal and happy because it is what society expects Of him. He is not allowed to show his real emotions in the wake Of his son coming out. The father unscrews a bulb in the bathroom, claiming that it has always been too bright in there.Tortes is suggesting that the father would prefer to do this in darkness, therefore, not being able to see his son properly. Also, this shows that the father is keen on hiding away in th e darkness and doesn't want to embrace his son. This isolates the boy and rates conflict in their relationship. As the father gives his son a bath against his will, he says, â€Å"Yeah, you got rights. What you don't got is power†. This serves as analogy for the greater society having power over the individual even though they have rights to be themselves.Tortes is suggesting that in this case, the society is winning the battle against the individual because of homophobia. In addition to this, the act of giving a bath renders the narrator naked and vulnerable. The father is giving his son a bath and exposing his weakest spots. Later, he goes on to dress the boy and thereby, essentially retreating a new identity for the narrator. This new identity fulfills social expectations and re-creates the sense of self that the individual has. By cleaning and dressing the boy, the father ensures that all the natural elements about the narrators personality are removed.The bath can be see n as a form of cleansing, where the removal of dirt equals removal of character. Later on, the clipping of toenails can also be seen as the removal of unwanted parts. On page 121 , the father looks at the boy as if he was looking at a â€Å"deep cut or a too-bright morning'. These are two sore images that will most likely cake one squint and therefore, miss the actual sight. In this case, Tortes includes these images within the narrative to emphasize that the homophobic society clouds the father's vision so that he can no longer fully appreciate his son.The following quote describes the Isolation felt by the narrator when he hears his mother refer to his brothers as ‘the boys', excluding him from the pack. â€Å"[H]owe quickly and fully the son in the tub is excluded from that designation; how badly the boy wishes to be out there with his brothers doing as he is told†. The quote states that the narrator wants to return a more useful time when it was possible to run aro und with his brothers and be referred to by his mother as normal. This loss of family isolates the narrator and creates conflict within him.The closing scene is of the brothers swiveling snow. Snow is a natural occurrence that is controlled by human beings by activities such as swiveling. In the course of the narrative, the brothers, along with their parents, are attempting to control and remove what is natural about the narrator. Therefore, the swiveling represents manipulating the natural in order to overcome it and is directly related to what the family is owing to change the narrator's identity. They are doing this to the extent that they are preparing for his stay at the psych ward.Also, the fact that the brothers are swiveling snow while the narrator is inside is indicative of his isolation from the rest of the family, especially his brothers. The titles of the sub-chapters refer to times during the night, and the last one refers to dawn. Since nighttime is associated with dar kness and hiding, Tortes uses Midnight, Late Night and Deep Night in order to describe the narrators true violent and sexual nature. These sub-chapters deal with the reality of the narrators situation.Tortes makes it so that the last sub-chapter, Dawn, involves the process of eliminating the identity of the narrator in order to create a new one for him, one that is more socially acceptable. Since Dawn refers to the time of day when daylight is starting to peek in, Tortes is suggesting that the work of the society is almost done because it was successful is re-constructing a new self for the narrator. This is the self that will be used to go outside in the light and not be hidden away. At the heart of this novel is a story about a title boy growing up and unsuccessfully attempting to find his place in the world.This ensures that the mainstream, heterosexual audience is able to relate to the story as well. As for the LIGHT community, the novel portrays different ways in which the soci ety can affect the individual and their families. It also acknowledges the loss of identity for a LIGHT person due to the pressure vitrifying to be someone else. The overarching message is that growing up is a hard thing to do. The society which envelops this plot line is extremely homophobic and has caused the family to look at the narrator in a efferent light.