pride and prej.doc Essay Example For Students

pride and prej.doc Essay BlindnessThe dictionary definition of pride is a sense of ones proper dignity or value. The dictionary definition of prejudice is an adverse judgment or opinion formed beforehand without knowledge of the facts. When you add these two themes together, you get the book Pride and Prejudice. The very basis of this book is on pride and prejudice. According to these definitions, pride and prejudice is blindness towards reality. Throughout the book, the various characters judge each other by using pride and prejudice. An example of this is made by Mr. Bennett and sets the tone for the rest of the novel. Mr. Bennett is talking to his wife about the arrival of the rich Mr. Bingley. Mrs. Bennett says that she would like one of their five girls to marry him so that they would be situated well for the rest of their life. Mr. Bennett shows his prejudice by saying, Design! Nonsense, how can you talk so! However, it is very likely that he may fall in love with one of them, and therefore you must vi sit him as soon as he comes(Pg. 5). According to the book, all of the daughters are blessed with beauty. Mr. Bennett must be implying that although his daughters are beautiful, they may not be rich enough or have high enough standards to be considered by Mr. Bingley. He is blind to the feeling of love due to his relationship with his own wife. The majority of the story is based on the feelings between Elizabeth Bennet and Mr. Darcy. Both characters are very self centered, causing them to put up blinders. Elizabeth Bennet is a middle class woman who always likes to be treated the same by everybody, no matter who they are. She believes herself to be plenty good enough for any man. Mr. Darcy especially is blind to any status other than wealth. Mr. Darcy is an extremely rich fellow. These two represent the most pride and prejudice in the book. Mr. Darcy is the perfect example of pride and Elizabeth is a good example of prejudice. Their story starts near the beginning where they meet at a local ball. Mr. Darcy pays little a ttention to her because his pride will not let him deal with a lower class member. He says this of her, She is tolerable, but not handsome enough to tempt me(Pg.12). He also says this when asked to find someone to dance with, I certainly shall not. You know how I detest it, unless I am particularly acquainted with my partner. At such an assembly as this, it would be insupportable. Your sisters are engaged, and there is not another woman in the room whom it would not be a punishment to me to stand up with(Pg.12). Elizabeth overhead some of these remarks and she starts her hatred for Darcy. In addition, these remarks lead Elizabeth to think that Darcy said these remarks just because he has standards were too high for her. The tensions are high between these two until the next time they see each other. At this point, both are blind to any assets, but Darcy begins to show some interest in her beauty. The story progresses, Darcy loses his blinders and gains interest in her wit and beauty while Elizabeth hates him increasingly. During this time, Mr. Darcy uses his power to break up Jane Bingley and Mr. Bingley for the reason that he believes that they are not truly in love with each other. Elizabeth thinks that he is doing this because of his prejudice for the lower class. Darcy proposed to Elizabeth and she smoothly said no without seeing him as a man, but as a beast. She stated, I have every reason in the world to think ill of you. No motive can excuse the unjust and ungenerous part you acted th ere. You dare not, you cannot deny that you have been the principal, if not the only means of dividing them from each other, of exposing one to the censure of the world for caprice and instability, the other to its derision for disappointed hopes, and involving them both in misery of the acutest kind(Pg. 162). .ub0653dd5653337ee34ab371b0883c228 , .ub0653dd5653337ee34ab371b0883c228 .postImageUrl , .ub0653dd5653337ee34ab371b0883c228 .centered-text-area { min-height: 80px; position: relative; } .ub0653dd5653337ee34ab371b0883c228 , .ub0653dd5653337ee34ab371b0883c228:hover , .ub0653dd5653337ee34ab371b0883c228:visited , .ub0653dd5653337ee34ab371b0883c228:active { border:0!important; } .ub0653dd5653337ee34ab371b0883c228 .clearfix:after { content: ""; display: table; clear: both; } .ub0653dd5653337ee34ab371b0883c228 { display: block; transition: background-color 250ms; webkit-transition: background-color 250ms; width: 100%; opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #95A5A6; } .ub0653dd5653337ee34ab371b0883c228:active , .ub0653dd5653337ee34ab371b0883c228:hover { opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #2C3E50; } .ub0653dd5653337ee34ab371b0883c228 .centered-text-area { width: 100%; position: relative ; } .ub0653dd5653337ee34ab371b0883c228 .ctaText { border-bottom: 0 solid #fff; color: #2980B9; font-size: 16px; font-weight: bold; margin: 0; padding: 0; text-decoration: underline; } .ub0653dd5653337ee34ab371b0883c228 .postTitle { color: #FFFFFF; font-size: 16px; font-weight: 600; margin: 0; padding: 0; width: 100%; } .ub0653dd5653337ee34ab371b0883c228 .ctaButton { background-color: #7F8C8D!important; color: #2980B9; border: none; border-radius: 3px; box-shadow: none; font-size: 14px; font-weight: bold; line-height: 26px; moz-border-radius: 3px; text-align: center; text-decoration: none; text-shadow: none; width: 80px; min-height: 80px; background: url(https://artscolumbia.org/wp-content/plugins/intelly-related-posts/assets/images/simple-arrow.png)no-repeat; position: absolute; right: 0; top: 0; } .ub0653dd5653337ee34ab371b0883c228:hover .ctaButton { background-color: #34495E!important; } .ub0653dd5653337ee34ab371b0883c228 .centered-text { display: table; height: 80px; padding-left : 18px; top: 0; } .ub0653dd5653337ee34ab371b0883c228 .ub0653dd5653337ee34ab371b0883c228-content { display: table-cell; margin: 0; padding: 0; padding-right: 108px; position: relative; vertical-align: middle; width: 100%; } .ub0653dd5653337ee34ab371b0883c228:after { content: ""; display: block; clear: both; } READ: The Importance of being Earnest - Characters EssayLater, Darcy writes a

Lifestyle Values and Marketing Strategy free essay sample

An analysis of the Marlboro cigarettes advertising strategy and how the company created its manly image. A look at how companies pitch their products to appeal to their customers lifestyles. Theories of marketing and advertising strategies are examined. The Marlboro Cigarette companys advertising pitch of the Marlboro Man is analyzed in order to understand the link between products and lifestyles. There are two significant steps how a customer decides whether he or she will buy the product or not. First, the product has a strong appeal if it is a primary need of the customer for its literal function. Second, customers will buy the product if they find their value or lifestyle is related to it; this one is that the product makers mostly will encourage to boosting the sales. Advertisement should be designed effectively to bring the product value to the primary need of the customers, as if they really need it, by exploiting the different side of customers life, then finding catchy lines to persuade them (in seconds) to improve their style, to get more acknowledgment, or to be like the man on TV. We will write a custom essay sample on Lifestyle Values and Marketing Strategy or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page

The Evolution Of The American Television Family Essays - Roseanne

The Evolution Of The American Television Family Television is not just a form of entertainment, but it is an excellent form of study of society's view concerning its families. This study focuses on the history of television beginning in the early 1950s and will run through present day. It examines the use of racial, ethnic and sexual stereotypes to characterize the players of these shows. The examples assist in tracing what has happened to the depiction of the American family on prime time television. It reveals the change of the standards employed by network television as disclosed to the American public. Finally, I will propose the question of which is the influential entity, television or the viewing audience. The Goldbergs, which was originally a radio show, became the first popular family series. It became a weekly TV series in 1949, revealing to Americans a working class Jewish family who resided in a small apartment in the Bronx. The show, while warm and humorous, confronted delicate social issues, such as sensitivity due to the Second World War. It is an excellent example of an ethnic family's status in society. A classic among classics, I Love Lucy appeared on television on October 15, 1951, (http://www.nick-at-nite.com/tvretro/shows/ilovelucy/index.tin). The series' premise focused on the antics of a nonsensical wife who beguiles her easily angered husband. The series created the men-versus-women standard on television, (such as what we see between Dan and Roseanne on Roseanne today), that still predominates today. One circumstance that led TV executives to seriously challenge the show's impending success was the use of Lucille Ball's real-life Cuban husband, Desi Arnaz. The ?mixed-marriage? status was a questionable concept that worried the administrators. The situation prevailed; its episodes routinely attracted over two-thirds of the television audience. Leave it to Beaver, the definitive 1950's household comedy, focused on life through the eyes of an adolescent boy, Beaver. Beaver was a typically disorderly youngster. His brother Wally, just entering his teens, was beginning to discover the opposite sex. The relationship that existed between the boys and their parents, Ward and June, was impeccable. A situation never developed that damaged the kinship beyond restoration. The parents exhibited perfect attributes that no real man and wife could attain. The children bestowed unnatural virtues. The program became popular with Americans but it did not realistically portray America's family status. In 1974, a series developed by Garry Marshal entitled Happy Days issued popularity to this era. The Cunningham family was the primary family featured on the program. The view of the American family modified little when the sixties arrived. Leave it to Beaver dominated television through 1963. In 1961, the ?Dick Van Dyke Show? aided in reinforcing the flawless family image. Some viewers thought Rob and Laura Petire were visibly similar to the first family, John and Jackie Kennedy. The highly successful series Bewitched further developed the perception of an immaculate suburbia. The identical condition developed by the Ward and Petire families was operative in the Stephens family. Each television household featured a working father, affectionate mother, and attentive children. Each family was a middle-class family and all financially secure. They each resided in secure households, which were in carefree urban areas. The morality displayed between the parents was commendable and sacred. The finest depiction of the American family living in the 1960s came twenty years later. The Wonder Years, which debuted on January 31, 1988, exhibited the best portraiture of a middle-class family in distinction to the 1960s. The Arnold family featured a struggling urban household. The parents were both conventional and, in the case of the father, emotionally distant. Kevin's, the teen-aged hero, growing pains mirrored those of America itself. The end of the 1960s witnessed a drastic altercation in America's culture. Television's reflection of society had begun to mature. A solitary bed replaced the twin beds customarily utilized in the depiction of bedrooms. The relationship shared between parents and their children possessed increased difficulty. ?The Brady Bunch? challenged the accepted family structure as it pertained to television. Televisions first ?blended family? was introduced. The program contested certain typical regulations while practicing others. The face of television changed forever in the fall of 1971. Norman Lear's All in the Family brought a sense of harsh reality to television

The Different Forms of Nazi Propaganda and Comment on its Success Essay Example

The Different Forms of Nazi Propaganda and Comment on its Success Essay Example The Different Forms of Nazi Propaganda and Comment on its Success Essay The Different Forms of Nazi Propaganda and Comment on its Success Essay The Nazi Government extensively used Propaganda to influence the German nation and to promote the views of the Regime. It was utilised with the aim of coaxing the people to think and behave in a specific manner. Propaganda was vital for the Nazis as it won the support that enabled them to gain power. Adolf Hitler and Joseph Goebbels were the main force behind the Nazi propaganda machine, they intended to keep the population satisfied and to win the support for their political policies. The key theme behind the propaganda was to indoctrinate the people with their Weltanschauung idea (view of the world or philosophy), seeking to turn them into committed members of their Volkgemeinschaft. Did the Nazis achieve their objectives? Did the propaganda prove to be successful? All propaganda was created by Goebbels and Hitler it was spearheaded through the Reich Chamber of Propaganda and Enlightenment of which Goebbels was in charge. The Nazi government used several different forms of propaganda so that they took every opportunity to influence the typical German. They used the media in the form of the press, radio and film. They contaminated culture with their ideas, using paintings, sculpture, architecture, theatre and literature. They held meetings and rallies and had particular Nazi festivals. They influenced the youth by introducing Nazi education and a youth organisation known as the Hitler Youth. Finally they attempted to create a religion known as the German faith movement which combined Nazi ideology with Christian beliefs. Apart from Volkgemeinschaft there were many other themes that the propaganda had intended to promote they were anti-Semitism (the hatred of the Jews), the Fuhrer or Hitler myth that is summed up by Germany is Hitler! Hitler is Germany! Other subjects were national solidarity, anti liberalism and anti left wing/ democracy. The features of the Propaganda used were its subtly it was always there but the individual didnt realise the influence it was having upon them. There was focus on each particular theme, it was enforced through constant repetition. They used different medium so it reached the whole nation. The message was simplified so the common German could understand it and the number of issues it advertised was kept to a minimum so it had a greater influence. As Goebbels the Reich propaganda minister said the finest kind of propaganda does not reveal itself; the best propaganda is that which works invisibly, penetrating into every cell of life in such a way that the public has no idea of the aims of the propagandists. It is the task of state propaganda so to simplify complicated ways of thinking that even the smallest man in the street may understand. The Nazis took strict control over the press; the centre for the Reich Press control had a list of all acceptable editors. In October 1933 it was made illegal to publish anything that would weaken the Reich. The press agencies would write half of the content of the newspapers, the other half was came from the press conferences. Press was basically state controlled; the press lost all its freedom of expressionism. In 1933 the Nazis only controlled 3 per cent of the press by 1939 that had risen to 69 per cent. Section four of the press law ordered editors to keep out of the newspapers anything which in any manner is misleading to the public, mixes selfish aims with community aims, tends to weaken the strength of the German Reich, outwardly or inwardly, the common will of the German people, the defence of Germany, its culture and economy or offends the honour and dignity of Germany. Radio became one of the most powerful tools of indoctrination; Goebbels described it as the spiritual weapon of the totalitarian state. In April 1934 the Nazis established a unified radio system. They purged all of what they described as hostile elements from the system. Probably Goebbels greatest propaganda asset was the production of the Volksempfanger (peoples receiver). It was a cheap small radio subsidised by the government and it only picked up one station. In 1933 7 million people owned one of these radios by 1940 16 million household were listening. To start with the radio was only for light entertainment. In 1935 the estimated audience was 37 million out of 70 million people. If a speech were about to be broadcast then a siren would sound all work would stop and mass listening would commence. Through technical devices such as the radio 80 million people were deprived of independent thought. It was thereby possible to subject them to the will of one man. Film was seen as a form of light entertainment and relaxation. During the 1930s as audiences increased Hitler began to realise that it could be used as a means of propaganda. In 1942 it was nationalised under the UFA. However it wasnt just domestic films that were controlled it was also foreign film that was restrained in particular a number of American Films were banned, because they promoted anti-social behaviour. Goebbels made himself personally responsible for each film, a film would be rewarded by money if it was supportive of Nazism and they were valuable to society. Leni Reifenstahl was Hitlers favourable Director. The two most famed films she directed were the Triumph of the Will released in 1935 and Olympia a documentary about the 1936 Berlin Olympic games. There were many films that promoted Nazi ideology such as the Eternal Jew, that referred to the Jews as a parasitic race, and Judd Suss about the hanging of a Jew. Film was used more for maintaining support for Nazism rather than converting people. One of the most effective ways of maintaining support was through mass rallies. Most of the participants would already be Nazi supporters, but their commitment would probably be strengthened through attending these rallies. Films of rallies might make non-participants feel they wanted to become part of such an impressive movement. The purpose of rallies like film was to improve and maintain support Goebbels described how rallies transformed a person from a little worm into a part of a large dragon. Much of the Nazi social policy was aimed at transforming peoples consciousness far more than their social position. A wide variety of schemes were devised to encapsulate the idea the idea of Volkgemeinschaft, working together, protected by the state. The DAF (German Labour Front) provided facilities for German workers. The peoples car scheme symbolised co-operation to help potentially anyone. The winter relief campaign and Eintopf (one pot meal) all illustrated the new sense of unity within society. The social policy was used to help keep the nation content so they saw that the Nazi Government was good for Germany. The Nazis were determined, through the Reich Chamber of Culture, to exercise control over all forms of culture, to apply it to strengthen their power and to include their values. After 1933 the arts were bound to serve as vehicles for the broadcasting of Nazi ideology, and to help fabricate the peoples collective mind. The arts are for the National Socialist State a public exercise; they are not only aesthetic but also moral in nature and in the public interest demands not only police supervision but also guidance. Painting was dumbed down so it could be easily understood by the common German. Heroic scenes, biological purity and athletic images that promoted the individual was used providing all sections of the community with an ideal. Artists had to have permission to paint and those that did not coincide with the Nazi ideals were prevented from painting or exiled. As a result art in Germany lost its individuality. Degenerate art was art that Hitler considered unacceptable basically any art that had no connection with Volkgemeinschaft and art that threatened to split society. As in all things, the people trust the judgement of one man, the Fuhrer. He knows which way German art must go in order to fulfil its task as a projection of the German character. Sculpture was used by the nazis as it was strong and was a long lasting way to promote the Aryan race all sculpture was changed so that it promoted Nazi ideology. A series of massive sculptural muscle men paraded on or in front of Nazi buildings, reflecting the biologically pure, vigorous Aryan race. Considerable use was also made of photographs. Hitler had an official photographer, Heinrich Hoffman. Key images were carefully stage-managed. Hitler practised expressions and poses before the camera. A series of photographs was widely reproduced, some as postcards, others inside cigarette packets. Of all the traditional arts architecture was viewed as the most artistic form of propaganda. Hitler described it as the word in stone. Buildings were experienced by large numbers of people, and could be constructed in materials that would last; they could thus represent the Thousand-Year Reich that the Nazis were building. The Nazis, like other parties had made considerable use of political posters during the democratic Weimar Republic. After 1933 they had a monopoly which was used to deepen support. For the Nazis education was particularly important. In the schools Nazi racial views were taught and textbooks in subjects such as history and biology were re-written. Teachers were required to join the Nazi Teachers Association and were continuously watched to ensure they followed the party rules by law the association was held responsible for the execution of the ideological and political co-ordination of all teachers in accordance with the National Socialist doctrine. Universities were placed under control of government appointed rectors and academics were not willing to toe the Nazi line were forced out. The Hitler youth was a form of propaganda. It allowed Hitler to infiltrate every aspect of young peoples lives, to always be there. It was the fun of activities and sports, social activities, that held the true appeal of the Hitler youth to the young, not the military practices and exercises that were endlessly drilled into them. All youth movements were absorbed into the Hitler youth, which boys joined at the age of 14. The boys were indoctrinated with the nationalist and racist ideas. They took an oath to Hitler as saviour of our country and were taught to look forward to a future role in the military service. The parallel girls organisation the League of German Maids, prepared girls to serve the state as wives and mothers. Many Christians initially welcomed the Nazis in preference to the ungodly Weimar Republic. This encouraged Hitler to attempt to bring he church under Nazi control by amalgamating the 28 provincial Churches into a Reich Church under a Reich Bishop, Muller. The Nazification of the Reich Church, which attempted to combine Christianity with anti-Semitism and Fuhrer-worship, resulted in a split and emergence of the Confessional Church, led by Pastor Niemoller. This was banned in 1937 and Niemoller and some hundreds of other Pastors were sent to concentration camps. The relevance of how successful propaganda was at reaching people is that it would be true to say that if it had reached people, if it had influenced peoples thought in a way beneficial to the rise of the Nazi party, therefore it had reached its primary aim. If it was successful then it is a credible explanation as to why the Nazis did gain power, through its constant repetition and its means of a way of creating a terror state. Effectively brain wash the nation in to believing that their ideals were right. Propaganda was used in its greatest effect to affect every German person in at least some small way. Propaganda helped the rising Nazi party earn a stronger foothold in the consciousness of peoples thoughts, earn a vote, earn support. However it was not entirely successful as there was fierce opposition to the Nazi movement we see in the example of the Christian Church and the dissenting Confessional Church from the newly created Reich Church. Also there was the Edelweiss Pirates which was a youth movement set up to counteract the Hitler Youth the slogan of this movement was Were going to get rid of Hitler and he cant do a thing. In this opposition we see a failure of propaganda because it shows that it was not influential enough to control these groups opposed to Nazism. It is very difficult to actually gauge the success of Nazi propaganda no market research was conducted to collect results there is no accurate way of measuring the success. If there had been polls conducted, the results would have shown exactly what Goebbels and Hitler wanted people to think, this was achieved by making sure that only certain things were safe to think and more importantly safe to say. In general Nazi propaganda was most successful where it could play traditional prejudices and values of German middle class society, upon issues such as nationalism, anti-socialism, family values But where the regime opposed traditional loyalties, it was far less successful, most obviously in the case of the Churches, also amongst the German working class. We can see that the propaganda must have been influential amongst the German people. It helped the Nazis gain support of the middle class in particular. The nation seemed to be united under Hitler or was that the image portrayed by the Goebbels propaganda machine? The Nazis did achieve some of their objectives through propaganda especially support for their political policies. The only indication we have of success is in the fact that the Nazis gained sufficient support in order for them to be democratically elected into a government which they later destroyed. As Goebbels said in 1934 Propaganda was our sharpest weapon in conquering the state, and remains our sharpest weapon in maintaining and building up the state. Propaganda was the Nazis main weapon and in the evidence we have of election results, support and little opposition the Nazi propaganda machine did succeed in achieving its objectives and therefore was largely successful.

Are leaders born or made Essay Example | Topics and Well Written Essays - 2500 words

Are leaders born or made - Essay Example The first scientific investigations of leadership, performed in the 1930s, were interested with naming several individual psychological qualities that may differentiate leaders from non-leaders. Eventually, this became widely recognized as ‘The Great Man’ leadership theory (Hersey, Blanchard & Johnson 2008). They also determined that the qualities they had classified seemed to vary randomly, differed from leader to leader, and merely became evident after individuals had attained leadership positions (Kouzes & Posner 2007). This was a normal outcome of the reality that they may only examine leaders after the incident, when they had become leaders themselves. Additional research suggested that the relationship between leadership and particular leadership attributes is insignificant, comprising only roughly 10 per cent of the aspects that determine whether an individual was a leader or not (Kouzes & Posner 2007). Unexpectedly, further research has failed to resolve conclusively the issue ‘Are leaders born or made?’ and this lingers a subject of intense debate among scholars. In terms of this ongoing debate between nurture and nature, this essay will try to answer this lingering issue of leadership by drawing on concepts of human motivation and various leadership approaches. Ho wever, as Gardner (1990) argued: â€Å"Many dismiss the subject with the confident assertion that ‘leaders are born not made.’ Nonsense! Most of what leaders have that enables them to lead is learned. Leadership is not a mysterious activity†¦ And the capacity to perform those tasks is widely distributed in the population† (p. xv). Stogdill (1974) emphasized that â€Å"there are almost as many definitions of leadership as there are persons who have attempted to define the concept† (p. 259). This essay does not aim to add still another definition. However, there are fundamental defining components of leadership in

Animals should be used for scientific research Essay

Animals should be used for scientific research - Essay Example According to Botting and Morrison, even history proves the usefulness of animals in medical research as the scientist Louis Pasteur himself used chickens to study cholera, and rabbits and guinea pigs to study anthrax. Through his study using animals, he was able to develop not only an idea on the nature of the disease but also on immunization. Moreover, the development of vaccines and antibiotics that saved millions of lives made use of animals in laboratory testing, such as the use of rabbits and mice in the development of the Hemophilus influenza vaccine that saved hundreds of children annually from death or severe brain damage. Indeed, animal research has saved millions of lives. Secondly, animals are used for research in order to further improve animal production, and in the process to gain insights on human health. According to information from the Rutgers School, animals are being studied for the prevention of tumors in animals, for the prevention of cancers, blood clotting, he art disease and infection, for the successful development of clones, for the control of reproduction, and for the improvement of the well-being of many animals like horses. At the same time, animal research can help medical professionals gain insight on the nature of tumor formation in human cancers (â€Å"Research†). Therefore, without this procedure, there is no direction for research on human cancer. Without prior research using animals, preventive measures for humans would not be formulated and possible medical treatment would not be realized. However, many non-government groups oppose the use of animals for scientific research. The members of these groups usually fight for animal rights and for the prevention of cruelty to animals. However, governments like that of the United Kingdom assure the public that the use of animals for research is â€Å"carefully regulated† (â€Å"Research and testing using animals†). Moreover, according to the American Associatio n for Laboratory Animal Science, there is strict control of the use of animals in laboratory testing and research. This is based on laws like the Animal Welfare Act of the United States. These laws help monitor animals and make sure that pain in any way is alleviated if not eliminated. Furthermore, caging and feeding of these animals are properly monitored and carefully ensured (â€Å"Animal Research FAQ†). Moreover, those who conduct animal research have been issued licenses, and only those with a license would be able to properly monitor the safety of these animals and would be able to alleviate the pain that they are supposed to suffer (â€Å"Understanding Animal Procedures†). Nevertheless, those who fight for animal rights are actually relentless especially when it comes to the use of marmosets for the development of the cure for Parkinson’s disease (McKie). What animal rights advocates are protesting is the deliberate injection of Parkinson’s disease into these marmosets. However, most of these animal rights advocates basically are uninformed regarding the procedures and potential benefits of such experiments, and that they do not realize that the pain experienced by these marmosets is monitored and alleviated by medical experts. Besides, the benefits of finding a cure for Parkinson’ disease are far greater considering that hundreds of thousands of people in the United Kingdom and an even larger figure in the United States can be spared from suffering in case the

Estee Lauder Essay Example for Free

Estee Lauder Essay The company sells a variety of beauty and hair-care products and currently employs 31,300 people. Over the course of its lifetime, the company has bought or merged with many famous beauty brands. Some of the more recognizable companies that are a part of the Estee Lauder family include: Clinque, Aramis, La Mer, Origins, Bumble and Bumble, Aveda, and Bobbi Brown. In 2006, they were marketing their products to over 130 countries, and in September, they made agreements with the popular designers, Coach and Missoni, to create their fragrances. Also in 2006, Estee Lauder sold their makeup line, Stila, as it was not generating enough revenue. In 2007, they acquired Ojon, a popular Canadian hair-care company, but sold their Rodan + Field brands. Sales began growing tremendously in China and Russia and helped the company’s overall sales grow nine percent from the previous year. The company also announced that Frabrizio Freda, originally from Proctor and Gamble, would become their future president and chief operating officer starting in 2008. In 2008, Estee Lauder hired Omnicon Media Group’s M2M as their advertising agency in twelve different countries including places in Europe and Asia. During 2008 Estee Lauder also introduced their Time Zone Line and Wrinkle Reducing Moisturizers which were clinically proven to reduce the skin’s visible age. The company also opened up a brand new facility in Ontario for manufacturing and development. Situational Analysis: During the months of September, October, November, and December, Estee Lauder advertised the following products: Double Wear Lipstick, Advanced Night Repair, Double Wear Makeup SPF 10, Bold Volume Lifting Mascara, and Sensuous by Estee Lauder (perfume). The most popular items advertised were the Double Wear Lipstick, which ran three different magazine ads, and the Advanced Night Repair which was featured several times on the fourth cover page of magazines and in promotional company emails. Situational Analysis: The features of the Double Wear line include the option to choose liquid or powder makeup, the ability to create desired coverage, and a wide range of shades for every skin type. The advantages of the Double Wear line are the twelve to fifteen hour staying power and that makeup is comfortable to wear and silky smooth to the touch. The benefits of the Double Wear line are that the products contain SPF-10 and once the makeup is applied, there is no need for touchups. The features of the Advanced Night Repair are that it prevents future aging damage from occurring and it reduces damage that has already been done to skin. The advantages of the Advanced Night Repair include over twenty-five years of research behind the formula, Estee Lauder’s exclusive Chronolux Technology, and it has over 20 patents worldwide- so you can’t find it anywhere else. The benefits of Advanced Night Repair are the dramatic reduction in the visible signs of aging on the face. Estee Lauder sells a variety of beauty care products besides the ones that are advertised. They sell makeup for the face, eyes, and lips, along with tools such as makeup brushes, makeup remover, and nail polish. They also sell many skincare products for different needs, such as firming, age-prevention, anti-wrinkle, moisturizers, and the evening out of skin tone. They also have a luxury line called Re-Nutriv that contains an assortment of makeup and skincare that contain real gemstones within their formulas. Estee Lauder also sells fragrances for men and women. Many gift sets that contain a mixture of skincare, perfume, and makeup are also offered for reduced prices. Estee Lauder’s target market is defined by several categories, the broadest being females. This is due to the fact that most of Estee Lauder’s products are catered towards females. Since many of Estee Lauder’s products involve anti-aging, their customer should be interested in preserving their youth; therefore, the target market age is a more mature woman, in her thirties or older. The income of these women can range from average to a high income, as the prices of their products range from $20 to $1000. Two consumer categories from VALS II that describe the Estee Lauder target market are Achievers and Actualizers. Achievers want premium products which Estee Lauder can offer them. They like to try a variety of products, and even though they may brand hop, Estee Lauder knows they will come back due to their high quality products. Actualizers make the most money so Estee Lauder looks to them to buy their luxury line, ReNutriv, which can cost up to $1000 for an 8. 4 ounce jar of creme. The Actualizers also like technology, so the company tries to attract them by advertising the science behind their new formulas, such as the Chronolux Technology used in their Advanced Night Repair. Two Retail Target Markets that pertain to Estee Lauder’s target market are Classic and Update. Estee Lauder caters to the Classic Market’s needs by offering exceptional service at their sales counters in specialty stores. The salespeople are very knowledgeable and are willing to help customers find their perfect makeup match or skincare problem solver. The Classic Market also does not care whether or not a product is on sale, which is a reason why Estee Lauder rarely puts items on sale and is able to charge more money for products. The Update Market is more fashion forward group who want to keep up with trends. Estee Lauder advertises mainly in women’s fashion magazines in order to catch the attention of this market. Since the Update Market favors shopping in department stores, Estee Lauder puts their sales counters in stores like Macys, and Lord and Taylor. They also put their counters up in more upscale department stores, such as Bergdorf Goodman and Nordstrom. One of Estee Lauder’s competitors is Lancome, who is a part of the L’Oreal brand. Lancome offers similar products and services as Estee Lauder and at competing prices. Lancome even has an equivalent of Estee Lauder’s Advanced Night Repair which is called Genifique. Both companies advertise mainly in the same magazines, and therefore have the same target market. Lancome also has sales counters in the same department stores as Estee Lauder and the two are often located near each other. They also offer similar gift sets at reduced prices and have the same â€Å"free gift with purchase† sales promotions. Development of Creative Strategy: Estee Lauder’s advertisements in magazines are usually two pages or are on the second and fourth cover pages. In American magazines, the advertisements are all bleed ads and their backgrounds are very dark colors, usually a navy blue or black. For instance, the Double Wear Lipstick, Sensuous by Estee Lauder, and Double Wear Makeup SPF 10 ads all have a black background. All of the Advanced Night Repair advertisements have a navy blue background and also have a picture of a DNA ladder behind the photograph of the product. However, in the November 2009 issue of U. K Cosmo, the company’s advertisement for their Bold Volume Lifting Mascara has a golden yellow background. The product (Bold Volume Lifting Mascara) was also only advertised in the U. K issue. No other advertisements for the product could be found in an American magazine. The text on all of the makeup magazine ads is white. The headline, â€Å"Estee Lauder†, is always in all capital letters and is either on the very top or very bottom of the ad. The Double Wear Makeup ads always contain â€Å"Estee Lauder† (headline) on the bottom left page under the picture of the model. The text on the perfume ad for Sensuous was in purple, and was probably due to the fact that the shirt that the model was wearing was white. The headline of this ad was also in the middle of the page, which was very unusual compared to every other ad ran in this time frame. All the advertisements that contain a model seem to have the same one: a beautiful, skinny, pale-skinned, brunette with bright blue eyes and long, lightly wavy hair. This model is seen in every ad except for Advanced Night Repair. The model is always located on the left page. She may also be on the right page, but there will always be a picture of her on the left page as well. This is seen in the Double Wear Lipstick ad where the left page is mainly taken up by the model’s head and then the same model is also shown in profile which spans on to the right page. This same model also appears in email advertisements from the company and is also featured in the Virtual Makeup Tool on the Estee Lauder website. No matter when or where the product was advertised, the graphics remained the same. In the Advanced Night Repair ad, a large picture of the serum is splashed across the page. In the Double Wear Lipstick ad, five lipsticks in various shades are in the bottom right corner. In the Sensuous ad, the eye is first drawn to the model, who takes up the entire page. The perfume bottom is located in the bottom right corner and is not instantly noticeable. In the Bold Volume Lifting Mascara ad, there are four mascara tubes and one brush located in the bottom right corner. The Double Wear Makeup SPF-10 ad contains pictures of a compact filled with pressed powder, and two liquid foundations again located in the bottom right corner. The Double Wear Lipstick line ran three different ads during this time period. The three ads were exactly the same except the sub-headlines and amplifications were different. In the September and October ads, the sub-headline read â€Å"12-Hour Staying Power. New Double Wear Lipstick†. In the December advertisement, the sub-headline read, â€Å"Double the Wear, Double the Color. New Double Wear Lipstick†. There was only one difference between the amplification in the September and October advertisements. This difference was that only in October was the price of the lipstick shown. The amplification for it read, â€Å"$22. 00 suggested retail price†. The December ad’s amplification was completely different from the prior two, but still mentioned the same features, advantages, and benefits. All of these ads had the same action to take which was â€Å"shop now at esteelauder. com†. There is not much white space on these ads. The most noticeable white space would be on the back page of the Sensuous ad. The headline, Estee Lauder, is at the top in a large font. At the very bottom of the ad is a picture of the Sensuous gift box that takes up the bottom forty percent of the page. In the middle of this ad, the sub-headline, â€Å"Wrap her in warmth and luxury. Seductive Destination 82. 50, Worth over 120. 00†, is centered and there is a great deal of white space around it, which allows the eye to focus on it. The objectives of the ad campaigns were to be informative and persuasive. Because both the Advanced Night Repair and the Double Wear Lipstick were new products, Estee Lauder wanted to make sure people knew about them. These were the two products they pushed the most in this time frame. Both products’ ads had more text than some of their older products in order to explain their features more clearly. Advanced Night Repair’s ad dedicated most of its space to several paragraphs explaining how the serum fixes damage caused by the environment and a person’s genes. By being informative, Estee Lauder was able to teach people about their new products which then helped persuade them to buy them. They explained how they were the only people to have this new technology and how even scientists agree that their product works best. The execution style the ads used were slice of life, lifestyle, and scientific evidence. Slice of life is used in the Advanced Night Repair ad when it says â€Å"For every woman, every night†. The product is supposed to be used nightly to reduce the signs of aging, so they stick that phrase directly into the advertisement to let people know that this is a product used in everyday life. The Double Wear Makeup SPF- 10 ad also uses slice of life in their ads. They read â€Å"whether it’s a workday, a workout, or a weekend there’s a Double Wear formula to keep up with your active day† which also shows that this makeup is perfect for every day, no matter what may be on the customer’s agenda. Lifestyle is also seen throughout all of these ads. Sensuous speaks to a male audience and tells them to â€Å"Wrap her in warmth and luxury†. Estee Lauder tries to show that the perfume is meant to make a woman feel luxurious and special when she wears it, and that it will enhance her mood. The Double Wear Lipstick enhances a woman’s life by making her life a little easier by not having to worry about the staying power of her makeup. They say â€Å"glide it on once and don’t think twice†, showing women that there is no need for touchups with this lipstick. Advanced Night Repair boasts that their product reduces the signs of aging due to â€Å"past damage caused by every major environmental assault† and will help prevent future damage. Scientific Evidence is also seen in the Advanced Night Repair ad. The ad says right away that scientists believe that DNA damage ages our skin too fast and that this product contains twenty five years of â€Å"ground breaking DNA research† and the newly patented Chronolux Technology which helps reduce the effects of aging. They then say â€Å"its tomorrow’s technology- today†, trying to make the product seem futuristic and more technologically advanced than any other serum out on the market. Scientific Evidence is also seen in the Bold Volume Lifting Mascara advertisement. The ad talks about their exclusive â€Å"BrushComber† that â€Å"gives you all the thickening of a brush with the definition of a comb†. All of these ads contain at least one of these execution styles. These styles tie into the advertising objectives for informing and persuading consumers. The scientific evidence informs potential buyers of the new technology that only Estee Lauder has, while the lifestyle and slice of life execution styles try to persuade them to buy the products due to enhancements they will make in a customer’s everyday life. Media Analysis: The media vehicles that Estee Lauder used to advertise were the magazines, Elle, Cosmopolitan, Cosmopolitan U. K, Self, Vogue, Instyle, People, and Glamour. They were also featured on department store websites, such as Macys. com and Nordstrom. com. Estee Lauder also sent out promotional company emails every couple of days to people on their mailing list. The reach for Elle Magazine is 1,105,456 customers. Estee Lauder ran their Double Wear Lipstick ad which consisted of two full page, colored bleed ads. The asking price for a colored, one page bleed ad during December is $138,175. Because they used two pages, the total cost of the ad was $276,350. The CPM of this ad was $249. 99. Elle Magazine is issued monthly, giving the advertisement a one month shelf-life. Estee Lauder also needed to order space in the magazine to advertise at least two months in advance, giving their ad a long lead time. Elle also has a high clutter due to the large amount of advertisements it contains, making it harder for Estee Lauder to impact their customers. The reach for Cosmopolitan magazine is 2,907,436 customers. Estee Lauder ran their Sensuous by Estee Lauder ad and their Double Wear Lipstick ad in Cosmopolitan. The asking price for a one page color ad is $215,900. Both of Estee Lauder’s ads were bleed ads, which costs 15% more, making them, $248,285. Estee Lauder also used two pages for their ads, and added a scent sample (prices not listed for additional insert), making the total price $496,570 per ad. The CPM of each of these ads was $170. 79. Estee Lauder needed to pay for their advertisements at least one month in advance, giving their ad a lead time of one month or longer. Cosmopolitan is a magazine that is issued monthly, so the shelf-life is also one month. Cosmopolitan is also mainly comprised of advertisements, so the there is high clutter and low frequency The reach for Self magazine is 1,516,075 customers. Estee Lauder advertised their Double Wear Makeup SPF-10 on the second cover page and the third page of the magazine. The asking price for the second cover page is $200,123. The full color bleed ad on the third page cost $97,100. The total price for this advertisement was $297,223. The CPM of this ad was $196. 05. Self is published monthly, giving the ad a one month shelf life. There is high clutter due to the large amount of ads in the magazine. The reach for Vogue is 1,298,480 customers. Estee Lauder ran several different ads with this magazine. They used the fourth cover page in October 2009 for an Advanced Night Repair ad. The asking price for the fourth cover page was $188,922. The CPM for this ad was $145. 49. Estee Lauder also ran their Double Wear Lipstick ad and their Advanced Night Repair ad which were both two page, color, bleed ads, which cost $302,266. The CPM for these ads was $232. 8 each. Vogue is also issued monthly, giving the ad a one month shelf-life. Vogue, like Cosmopolitan, is also mainly comprised of advertisements, creating high clutter. The reach for Instyle magazine is 1,738,787 customers. Estee Lauder ran their Advanced Night Repair ad on their fourth cover page. The asking price for the fourth cover page was $201,800, making the CPM of this ad $116. 06. Instyle mag azine is published monthly, giving the advertisement a one month shelf-life and there is high clutter due to the large amount of advertisements within the magazine. The reach for People Magazine is 3,615,858 customers. Estee Lauder ran a one page color bleed ad in the September 28 issue. The cost for a one page color bleed ad was $266,780. The CPM for this ad was $73. 78. People is published weekly, giving the advertisement a shelf-life of one week. Estee Lauder had to send in their printing materials about twenty six days before the publish date, creating a lead time of about 26 days. The reach for Glamour magazine is 2,389,915 customers. Estee Lauder ran their Advanced Night Repair ad which was a two page colored bleed ad. The cost of a full page color bleed ad was $200,491. The total cost for this ad was $400,982, making the CPM for this ad $167. 78. Glamour is published monthly, giving the advertisement a shelf-life of one month. Estee Lauder had to send their ads in at least a month and a half before the publishing date, giving the advertisement a lead time of a month and a half or longer. Estee Lauder also sent out many promotional emails throughout the course of this time frame. These emails, however, were only for people who entered their names on a mailing list on the company’s website. There was no clutter in these emails as they were directly from the company and only pertained to their products. These emails were sent out every few days, giving them a shorter shelf-life than magazine ads. Estee Lauder actively used sales promotions to sell products. They often offered free gifts with purchases over a certain amount. For example, in September, Macy’s offered a free gift bag filled with makeup with any Estee Lauder purchase of $29. 50 or more. This gift was advertised by Estee Lauder in the September 28 issue of People Magazine. Within this gift bag was a deluxe sample of Advanced Night Repair and two Double Wear Lipsticks, which were popular products advertised by the company during this time period. Nordstrom also offered free gifts with any $39. 50 Estee Lauder purchase in October. Customers had a choice of four bags filled with goodies that either lifted, reduced, toned, or prevented aging. This gift bag was valued at $125. In their own promotional emails, Estee Lauder also advertised free shipping on their website with purchases over $50. They also gave three free samples of the customer’s choice with any purchase. During November, Estee Lauder had a free gift bag with purchase of $39. 50 that was also valued at $125. Customers were also able to choose their own skincare and makeup shades for their gift. Once this promotion was over, they moved on to their Color Spectacular Promotion. With any Estee Lauder fragrance purchase, customers were able to buy the Estee Lauder Color Spectacular Cosmetic Traveler for only $55. This Traveler contains twenty five shades of eye shadows and blushes, mascaras, eyeliners, lipsticks, brushes, a travel mirror, and two cases, making it worth over $340. This promotion started on November 16th on Estee Lauder’s website. The promotion started being offered at Macy’s on November 20th. This promotion is still currently in progress. Financial Overview: During the past three years, Estee Lauder’s total sales have risen by over one billion dollars. The total sales increased from $6,463,800,000 in 2006 to $7,910,800,000 in 2008. Their net income has also increased dramatically. Three years ago, their net income was $244,200,000. Last year, their net income rose to $473,800,000. Conclusion: No evidence of pre-testing or post-testing has been found in research for Estee Lauder. Estee Lauder has been working on both market penetration and production development. Their older skincare and makeup products have done extremely well in the past three years and their sales continue to grow at a steady rate. They have also introduced new skin care products as a part of their product development which will also have a dramatic effect on their sales. Although the United States and the Americas has continuously been the number one country in terms of sales, Estee Lauder has been focusing more on increasing their market shares in the Asia-Pacific region. This is due to the down turn in the economy that has been happening over the past two years in the United States. They hope in the future that this area will soon become the number one buyer for their products.