Air Pollution and Population in Kuwait Research Paper

Air Pollution and Population in Kuwait - Research Paper Example The nature and objective of the study is to find the relationship between air pollution and population in Kuwait A simple linear model to establish a relationship between the two variables is Yt = b1 + b2 * Xt Where: Yt is air pollution Xt is population. An increase or decrease in air pollution is an effect of change in population combined with several other factors. There are several hypotheses to be tested and several policies to be evaluated, which are dependent on a number of questions. The issues to be considered in this paper are as follows: 1. How strong is the relationship between air pollution and population? 2. How strong is the relationship between air pollution and population in Kuwait? 3. Can pollution be treated as an independent variable apart from population? 4. What are the effects of air pollution on the population in Kuwait? 5. What is the effect of air pollution on the life span of the population in Kuwait? 6. How does air pollution affect the life expectancy of the Kuwaiti population? 7. Which age groups are most affected by air pollution in Kuwait? 8. Is air pollution only due to outdoor factors or are there any indoor factors also involved? 9. Which gas (causal of air pollution) is the most harmful to the population? 10. What are the atmospheric levels of pollution in terms of nitrogen oxide and dioxide, carbon monoxide and dioxide and ozone in Kuwait?

David Hume Essay Example | Topics and Well Written Essays - 1750 words

David Hume - Essay Example om senses, and also not from rational thought. Instead, according to Hume, the idea of self comes from imagination. In turn, imagination stems from causation and memory. To this effect, Hume is of the persuasion that the sole question concerning the creation of self identity is how the elements [contiguity and causation] combine so as to produce the uninterrupted idea of self. In regard to the above, Hume’s intended to mean that ideas are fundamentally ancillary to impressions, including sensory perceptions. In this case, Hume intends to mean that the impressions are the acquired, the lively, forceful and uncontrollable inputs of the senses, imagination and memory. In this case, ideas are taken as the images of the impressions are deemed by Hume as not being accurate, so that he renders them fictitious. Similarly, Hume’s mental existents are all based on the givens of perception, so that he is deemed as a British empiricist. As he uses the term copy to signify the relat ionship among the relationships which exist among the impressions and the very ideas which are dependent on them, Hume reiterates that complex ideas are based equally on impressions, though one step removed. In the case above, Hume is of the persuasion that a proposition which may not admit of much dispute that all human ideas are merely copies of impressions so that it is impossible to think of anything which has never been antecedently felt by either internal or external senses. To this effect, complex ideas may be known by definition and may be nothing more than an enumeration of parts or simple ideas which composed them (Yolton, 548-50). The significance of Hume’s standpoint above concerning relationship between ideas and impressions is that if an idea is valid or proper, then an individual will be able to relocate the very impressions on which it is based. In the event that no such impressions are found, then the very idea at hand is merely an arbitrary construct of huma n imagination which may therefore be fictitious, and having nothing extant on what it is based. Again, Hume continues that identity is not reality or a real idea, but a fiction of a person’s imagination. Hume maintains that this is the case since no individual can find an impression from which that identity can be considered a reality. Just as Lamprecht observes, Hume takes the persuasion that all that is given to man is a flow of impressions which are merely individual perceptions. In this light, the concept of unity is then to be premised on a single and unique sensory impression of solitary lump of things that are unchangeable. Because of this, the concept of unity becomes based on perceived uninterruptedness and invariableness of perception. Because of this, Hume is convinced that the principle of individuation is merely uninterruptedness

Absolut Vodka Brand Positioning

Absolut Vodka Brand Positioning Absolut Vodka is one of the worlds selling premium spirits brands and achieved sales of 10.7 million nine-liter cases in 2007. Every bottle of Absolut Vodka is produced in Ahus, southern Sweden. Although the brand is the largest premium vodka selling in 126 countries, its market share is threatened by the constant growth of Bacardi and Smirnoff. In the turbulent environment Absolut Vodka facing nowadays, the organization needs to constantly search for ways to innovate and to meet the changing customer demands in order to maintain or strengthen the position of their products. Absolut Vodka, one of the most popular super-premium brands in the world, is the strongest brand for VS Spirits. Now, the company seeks to maximize its brands market share through constant innovation and adopting new marketing and distribution strategies. 2. Product Every bottle of Absolut Vodka is produced in Ahus, in southern Sweden where the wheat that gives Absolut Vodka its smooth grain character grows. Absolut Vodka is produced from winter wheat, a hardy wheat grain that centuries of experience have shown to produce superior vodka. Absolut Vodka uses a process called continuous distillation, introduced in Sweden in 1879 by The Vodka King Lars Olsson Smith (Pernod Ricard, 2009). The water it uses comes from our own deep well. Producing its vodka in one location using local raw materials gives VS Absolut Spirits complete control of all stages of production and ensures that every drop meets the companys high quality standard. Unlike other vodkas, the Absolut Vodka flavors are made by blending the vodka with only natural flavors and no sugar is added. In fact, Absolut is as pure as vodka can be. Still, that purity has a certain taste; rich, full-bodied and complex, yet smooth and mellow with a distinct character of grain, followed by a hint of dried fruit (2009). Absolut Vodka currently comprises its products within many flavors, such as vanilia, raspberri, apeach, ruby red, pears, and mango. All Absolut Vodka products can also be enjoyed neat or mixed in drinks. In addition, the shape of the Absolut Vodka bottle has made it one of the worlds most iconic products reinforces the brands strong design heritage. The bottle shape of the Absolut Vodka bottle has made it one of the worlds most iconic products reinforces the brands strong design heritage. It looked elegant, different, simple and very Swedish, and was decided that there should be no label not to hide the crystal clear liquid. Blue was decided upon as the most visible and elegant color for the Absolut Vodka logo. The flavor comes in a transparent bottle in order to show how pure and clear its vodka is. The brand values of Absolut are defined as Clarity, Simplicity and Perfection. All three are there, visible on the bottle. Absolut Vodka currently comprises the following products within the same quality framework: Year Product 1979 Absolut Vodka 1986 Absolut Pepper 1988 Absolut Citron 1992 Absolut Kurant 1999 Absolut Mandrin 2003 Absolut Vanilla 2004 Absolut Raspberri 2005 Absolut Apeach 2006 Absolut Ruby Red 2007 Absolut Pears, Absolut 100, Absolut Mango 2008 Absolut Los Angeles 2009 Absolut Boston 2010 Absolut Berri Acai, Absolut Brooklyn, 2011 Absolut Wild Tea, Absolut San Francisco Source: http://en.wikipedia.org/wiki/Absolut_Vodka Creativity is what drives Absolut brand forward. That applies not only to the marketing and design, but also to the product development. When launching a flavour, the Absolut Company wants to make room for new cocktail experiences. 3. Brand Positioning Absolut Vodka is positioned as premium brand in the minds of the target consumers. The price of the product is high. Absolut is one of the expensive brands among the leading brands in the U.S. as illustrated in Exhibit 4. The company also tried to feature the product as a high end product. For example, Absolut had an identity campaign termed Smart, showy, sassy, sophisticated and stylish. By this kind of brand personality statement, the brand was associated with the fashion conscious, rich, desperate and dynamic lifestyle-namely the Absolut Lifestyle. Absolut entered Glamour world and tried to relate the brand with fashion world. In the Lifestyle magazines, the glimpse of a trendy tanned fashionable girl posing and wearing Absolut Vodka marked attire became widely visible. The brand personality of Absolut was communicated successfully with the help of a series of aesthetically designed advertisement campaigns both in print and in electronic media. The word Absolut was punned in conjunction with creative images of the bottle and with strong positive feeling awakening words or phrases. Absolut went for simple, but sophisticated ads a classy picture of the bottle accompanied by a witty caption (Facts Abusolut Ads, 2009). Those advertisements have not only broken advertising records year after year but also have captured the eyeball alongside the imagination of the general public. The advertisement campaigns were nice to look at, easy to understand yet had the spark of intelligence and smartness. The modes featuring in the advertisement had a tanned skin most of the times thus the brand tried to relate itself with a sense of sunny, urban and dynamic lifestyle. The brand was more inclined to lay emphasis on girls. Because vodka is an odorless drink and do esnt give any quirky sensation while drinking, this was assumed that girls would love this kind of product features. Absolut Vodka soon became news. The latest ads often started getting journalistic coverage in magazines and on TV. Everybody talked about Absolut campaigns be it the Absolut Manhattan ad portraying an aerial view of New Yorks Central Park in the shape of an Absolut Vodka bottle or 26 Russian painters creating their own most personal impressions of the bottle. Over the years Absolut has commissioned not only over 300 painters, but also leading artists in all fields like sculptors, glass designers, musicians and fashion designers. The main strategy of the brand was to avoid relating the product with only one particular lifestyle and the ads were to have a timeless but contemporary theme. Absolut Vodka can be proud of its ads in crossing the line between advertising and art using different medians such as paintings, limited edition bottles, shirts, and sculpture (Brand Spotlight: Absolut Vodka, 2010). Many famous artists worked for the company, including Andy Warhol and Keith Harris. TBWAs branding campaign for Absolut Vodka was listed as one of the top ten campaigns of the last century by Advertising Age and the campaign won many awards including an Effie and Kelly awards which are probably the most prestigious awards in the advertising industry (2010). Those highly accepted and widely popular advertisements campaigns could successfully del iver the main brand positioning ideas of Absolut Vodka, i.e. premium product, high quality and association with art and a good life. 4. Competitors and their Campaigns In addition to Absolut Vodka, there are over other 30 vodka brands in the U.S. market as shown in Exhibit 2. Those brands are original from nine countries such as Belgium, Britain, Denmark, France, Finland, the Netherlands, Poland, Russia (Latvia and Estonia), and Sweden. Apart from American made brands existing in the market such as Popov, Gordon, etc. there was the emergence of new American made vodka brands in the past several year such as Skyy, a lovely San Francisco spirit, the newly arrived Teton Glacier, unique vodka made in Idaho, etc (Department of Liquor Control, 2009). In 2007, there were seven leading vodka brand in the U.S. market including Smirnoff, Absolut, Grey Goose, Skyy, Stolichnaya, Ketel One, and Svedka respectively as shown in Exhibit 3. These brands are made in different countries. However, the American made brand like Smirnoff was ranked the number one U.S. market share in 2007, followed by Absolut Vokda. A brief profile of five leading brands that were Absoluts competitors and their campaigns in 2007 will be discussed in next session. 4.1 Smirnoff Smirnoff is the #1 selling vodka in the U.S and the world. It had a 17.2% share in 2007. It is originally produced in Russia, the recipe found its way to America in the early 1900s. Smirnoff is one of alcohol brands of Diageo (Dee-AH-Gee-O), the worlds leading premium drinks business with an outstanding collection of beverage alcohol brands across spirits, wines, and beer categories. These brands include Johnnie Walker, Guinness, Smirnoff, JB, Baileys, Cuervo, Tanqueray, Captain Morgan, Crown Royal, Beaulieu Vineyard and Sterling Vineyards wines. In November, 2006, Smirnoff renewed its alliance with James Bond in the film Casino Royale. The alliance involved a multi-million dollar media campaign, which was activated in the U.S. and around the world. The campaign included a broadcast advertising campaign; on- and off-premise promotions and sweepstakes; a global public relations campaign; and a fully interactive Casino Royale microsite (Zydel, 2006). Smirnoff had the close partnership with Bond in 1962à ¢Ã¢â€š ¬Ã‚ ²s Dr. No. In a scene when the villain hands Sean Connery a Martini, shaken not stirred made with Smirnoff Vodka. This monumental moment in film made some impact on the way martini drinkers made their cocktails, shifting from the traditional gin to a vodka-based drink and popularizing the vodka martini the world over (2006). Exhibit 5 shows a cross-promotional ad for James Bond Casino Royale and Smirnoff Vodka and some scenes in James Bonds movie in 1962s. In August, 2007, Smirnoff launched its largest ever marketing campaign ( £5M) which was named Sea to promote the brand. It centers around a 60-second commercial created by JWT, which premiered on 17 August 2007 in showings of The Bourne Ultimatum at selected cinemas across the United Kingdom. There were various tie-ins launched, including the Smirnoff Purifier, an online game, point of sale Smirnoff purity kits, and a tour of a custom-built Smirnoff Purification Installation used to make drinkable samples of water taken from saline or otherwise undrinkable water at selected sites (Sea: Advertisement, 2010). 4.2 Grey Goose Grey Goose was imported to the United States by the Sidney Frank Importing Company which is located in New Rochelle New York. In 1997, the brand became national prominence when it was awarded substantially for its quality in the U.S. In 2004, Sidney Frank then sold the right of manufacturing to Bacardi. Grey Goose was the first prominent French vodka but has seen some competition from Nuage, Ciroc and Idol which are now on the market. Each of these vodka brands are premium brands sold in North America (Grey Goose Vodka, 2007). In 2007, it held a 6.3% share of the U.S. Market. In 2007, claiming itself to be the Worlds Best Tasting Vodka, Grey Goose launched its new Discerning Taste advertising campaign which was produced by New York-based @radical.media. The campaign was the brands first major advertising effort since its acquisition by Bacardi Limited in 2004. It consisted of four different print advertisements and three broadcast spots. Creative elements of the campaign capture particular moments, people, places, and events in the lives of Grey Goose consumers revealing their unyielding lifestyle of discerning taste. The theme of the advertising platform supports the brands commitment to represent more than just a spirit, but a luxurious lifestyle brand. The print composites reveals the back stories of Grey Goose drinkers by portraying images ranging from playing golf to a spontaneous late night dinner with friends. These snapshot moments suggest that a Grey Goose drinkers inherent eye for detail leads them to seek refined subtleties in more than just th eir vodka but in all aspects of life (Grey Goose Vodka 2007 Advertising Campaign, 2007). The advertising campaign commenced in conjunction with the U.S. Open Tennis Championships in which Grey Goose was the Proud Promotional Partner of the tournament. The advertisements surrounded broadcast coverage on the USA Network and appeared on target outlets such as the Golf Channel, ESPN, and HD Networks and in print outlets such as BlackBook, Departures, GQ, Golf Digest, Travel + Leisure, Vanity Fair and Wine Spectator (Grey Goose Vodka 2007 Advertising Campaign, 2007). 4.3 SKYY SKYY is one of the fastest growing spirits globally and the leading domestic super premium vodka in the United States (Baker Hearn, 2005). The brand was launched in 1992 by Skyy Spirits, LLC who is the US-based wholly owned subsidiary of Gruppo Campari (Milan: CPR.MI) and the definitive marketer and distributor of super-premium and luxury spirits brands in North America. It had 4.6% U.S. share. Skyy vodkas highest quality and ultimate smoothness are perceived by consumers due to the state-of-the-art process of quadruple distillation and triple filtration (2005). According to the good design of its distinctive cobalt blue bottle and award-winning marketing communications, SKYY is synonymous with quality, sophistication, and style (2005). SKYY Vodka let the worlds most accomplished and controversial photographers interpret the brands sexy image in bold and daring fashion (Press Release: Skyy Spirits Unveils Sexiest Ad Campaign in Skyy  ® Vodka History, 2010). In 2007, SKYY looked to acclaimed photographer and independent filmmaker David LaChapelle to shoot the powerful, tantalizing images that captured the essence of cocktail glamour and the jet set lifestyle which would constitute its third campaign. The national campaign was named Cocktail Moments and was available for national outdoor, print, and online. Exhibit 6 shows some ads for this campaign. The creative was launched outdoors beginning January 2007 in LA, Chicago, Miami and San Francisco (2010). Magazine insertions start in February of 2007 in men and womens entertainment and lifestyle publications, including ESPN, InStyle, US Weekly and People, as well as on www.SKYY.com. The ads also ran as banner ads on selected websites including ESPN.com, Evite.com, an d Gay.com, starting in mid-February. Due to its bold, sexy imagery, SKYYs ads have become collectible pieces of artwork (2010). 4.4 Stolichnaya Stolichnaya has its origins in the Moscow State Wine Warehouse No. 1 which was opened in 1901 by the authorities to ensure higher quality vodka production (Stolichnaya, 2010). It was the first vodka to be introduced and imported into the USA, in 1972. Stolichnaya was at this time a good choice to the USA-produced vodka brands as it tasted milder due to a more refined distilling process (2010). However, Stolichnayas popularity has been dependent on the political climate between the U.S. and the former USSR. In 2005, Stolichnaya was included in the Pernod Ricard portfolio. Pierre Pringuet, Managing Director of Pernod Ricard said We needed a major vodka to boost and balance our product range. Stolichnaya signalled our first step in the vodka market and we are proud of our achievements in developing this fine brand. But with ABSOLUT, we have now made a giant leap forward! (Pernod Ricard, 2008). Since 2005, sales of Stolichnaya grew up from 2.1 million to 3.4 million cases and it had a 4.2% share. In 2007, the brand received several awards including Best New Product in the U.S. and Best New Event in the UK. Additionally, its benchmark Ultra Premium Stolichnaya Elit also got the highest rating by the U.S. Beverage Tasting Institute (2008). While renovating the brand, Pernod Ricard launched a new advertising campaign for the Stoli family in order to remind consumers to Choose Authenticity on April 9, 2007 (Pernod Ricard USA, LLC., 2007). Exhibit 7 presents ads of this campaign. The campaign debuted in leading U.S. magazines as In Style, Rolling Stone, and GQ in May, 2007. The new campaign was in a visual style and based on a Russian artistic movement called constructivism, that celebrated the strong industrial structures of the early 20th century when there was the creation of Stolichnaya (2007). The campaign depicted positive Russian icons in a proud tone and humorous way. One of the first ad executions headlines was The Mother of all Vodkas, from the Motherland of Vodka. The new campaign was developed according to two findings of research that: first, that the remarkable history of Stoli hadnt been fully told; and second, that authenticity was a critical consideration in the purchasing decisions of sophisticated, young adult consumers at that time (2007). Patrick Piana, Senior Vice President, Marketing, Pernod Ricard USA said: Pernod Ricard has consistently demonstrated its ability to drive brands to achieve their potential, and we are confident that this new Stolichnaya campaign will resonate with the brands core consumers and build on our overall track record of success(2007). However, after the purchase of Absolut was completed, Pernod Ricard ended its agreement with Stoli. William Grant Sons USA signed an agreement to distribute Stolichnaya in the U.S. in 2009. 5. Consumer Behavior The comprehensive analysis of vodka by the Beverage Information Group and research by Simmons Market Research Bureau reveal consumer behavior of vodka as follows: Vodka is unlike any other spirit category. The proportion between male vodka consumers and female consumers are fairly equal. Furthermore, it is consumed by all adult age groups (Simmons Market Research Bureau, 2007). Due to universal appeal of vodka coupled with its versatility as a mixer and the cachet high end products, it has continued to attract adult consumers (Beverage Information Group, 2008). Females favor flavored vodkas while males take the lead among several brands-Absolut Kurant, Stoli Citros, Stoli Ohranj and Stoli Cranberi (Simmons Market Research Bureau, 2007). According to Simmons (2007), the older the brand the older the consumer. Stolichnaya drinkers tend to be older than Absolut drinkers. Also, Absolut drinkers tend to be slightly older than Grey Goose consumers. Belvedere scores highest in the 21-to-24 age group among unflavored vodkas. Younger adult consumers tend to be attracted by somewhat sweet flavors-vanilla and raspberry. Whereas older consumers prefer classic cocktails that are savory in nature (Beverage Information Group, 2008). All vodka consumers are moving toward a healthier lifestyle and a greener planet. (Beverage Information Group, 2008). It was found that several marketers are incorporating natural and green elements in their products. This is a trend that is expected to continue (Beverage Information Group, 2008).. Limited edition products that benefit local causes such as Absolut New Orleans and Absolut Los Angeles are another trend that is expected to gain a following (Beverage Information Group, 2008).. Overall, consumers are moving away from sweet cocktails into the savory area. This may not bode well for several flavored vodkas (Beverage Information Group, 2008). Review of publications about vodka brands uncovers that there are some significant factors that enhance customer decision making process when buying vodka as follows: Luxury: By definition, vodka is a clear, tasteless, odourless liquid-meaning that a basic level of quality distilling yields vodka on par with any other. Yet through clever ads and higher pricing, Absolut vodka became the premium vodka over Smirnoff in the 1980s. Then, i n the 1990s, Sidney Frank consciously decided to introduce Grey Goose vodka, which costs 50 percent more than Absolut, with reasoning that people would pay more for a brand they saw as more exclusive, just as they did with Absolut over Smirnoff. Since vodka is one of premium alcoholic drinks, it is considered a kind of luxury items (Rothbaum, 2009). Flavors: Several companies keep introducing more varieties for customers to choose from, this strategy has proven to be quite successful. Also, the U.S. is the worlds biggest market for flavored vodka and a new flavour can drive sales. For example, in the summer of 2007, Finlandia introduced grapefruit flavored vodka. The vodkas popularity has been so great that it has increased the brands overall sales of flavored vodkas by almost 10% (2009). Thus, there are still room for competition in the vodka category. Store shelves are now packed with new flavours and brand extensions from numerous well-established brands (2009). Price: Setting an inviting price to attract consumers seems to be successful for some brand vodkas like Smirnoff. For example, Smirnoff posted a 4.0% gain in 2008 and making it the top-selling spirit in the U.S., leveraging its rainbow of flavors as well as its inviting price (2009). This pricing strategy must be employed carefully for luxury goods like vodka, since consumers still perceive that Vodka should not be cheap. It is not a product of first necessity. Even though higher-priced brands are seeing slower growth, consumers are still spending a lot of money to purchase these prestigious brands. Reference Group: Vodka consumers use reference groups such as co-workers, friends, and family as a guide to select a brand, since vodka is a product that can be shared in social occasions and consumers tend to please all of those groups when they gather. Thus, group situations constitute their purchase decisions. Packaging: Packaging has always played an important role in developing brand image, and the vodka industry is not exceptional. According to Adam Rosen, the brand manager of Wyborowa Vodka, the vodka industry is much more image conscious than other liquors (Labbrand Consulting Co., Ltd., 2009). In addition to ingredients and taste, packing is another factor influencing vodka drinkers buying decision- the vodka they choose should make a statement to others. Thus, the bottle design should display sophistication and class. For example, Svedkas new bottle reflects their cheap chic positioning, allowing consumers to purchase a premium vodka at a competitive price (2009). This should appeal to hip night life lovers, but not older customers accustomed to having a casual drink at home. It was found that the older audience will appreciate a classic bottle design that looks nice in their alcohol cabinet (2009). As Svedka hasnt redesigned their bottle for over 10 years, the repeat customers like ly have a strong connection to the old brand image (2009). In short, packing can influence decisions made through constructive process at the time of purchase. 6. History of Brand Advertising Absolut Vodka has become famous mainly due to its advertising campaigns. The shape of the bottle of Absolut vodka is very unique and is emphasized in all their advertisements. For about 25 years, the focus on the product has been the main theme in advertisements for Absolut Vodka. They ran campaigns of humor featuring their unique bottle. It is the unique advertising campaigns that have made Absolut a popular brand going up to the heights of Coke and Nike. In 1981 they started the Absolut ________ campaign. Absolut Perfection which was created in 1981 was the first advertisement and it is still popular today. They had clever concepts like Absolut L.A. which showed a swimming pool shaped like a bottle or Absolut Warhol which showed the painting of a bottle by the artist. One of their popular ads is the Absolut London', which shows the door of 10 Downing Street resembling an Absolut bottle. In a 1988 feature of a playboy magazine they showed a bottle like a model and this ad was called Absolut Centerfold. Then there were issues Absolut Disco (2007) related to dance music in 2008 Absolut Masquerade under the theme Every night is a masquerade and in 2009 the Absolut Rock Edition as a tribute to rock and roll. They wanted to end this campaign in 1997 with the launch of an offbeat bottle campaign on April fools day and it was very popular. But it took 9 more years to come up with a different campaign due to its limited advertising budget. Th e Absolut ____ campaign enabled the brand to become the best-selling imported vodka in the United States as sales rose from 20,000 cases in 1981 to almost 5 million in 2007. In January 2006 they started a campaign called The Absolut Vodka which had a theme on the pun between the brand name and the word absolute. This multimedia campaign demonstrates the headship of Absolut Vodka as The Absolut Vodka and observes other classics that are absolutes in our culture. This campaign is an evolution of the brands iconic, 25-year-old advertising and one that underscores the brands marketing ingenuity and continuous creativity. This campaign was broadcasted on television in the United States. The campaign also featured online and print executions. The new execution was built on the brands existing campaigns. The broadcast depicts a collage of absolute moments and icons that bases modern culture. Pictures include The Absolut Morale Booster (Marilyn Monroe singing for U.S. troops) and The Absolut Road Trip (first manned trip to the moon). The print advertisement features an Absolut Vodka bottle levitating over a color-block table with copy that reads The Absolut Vodk a the image connotes an exclamation point. The print ad shows the genuinity of Absolut Vodka and conveys only one message that Absolut is The Absolut Vodka. The Absolut Vodka campaign targeted a new and increasing group of vodka drinkers in the United States. The broadcast is very interactive and is aimed at capturing in-the-know customers. The Absolut Vodka campaign was created by TBWA/Chiat/Day, the advertising agency of record for Absolut VODKA. 7. The In an Absolut World Campaign In 2007, Absolut Vodka began its In An Absolut World campaign in which the company posted various, often fanciful scenarios of what the target audience might think would constitute a perfect, or Absolut, reality. The campaign was handled by TBWA/Chiat/Day, part of the TBWA Worldwide division of the Omnicom Group. The In An Absolut World would elicit varying opinions and points of view of customers. It is designed to be an inspiring, humorous, and thought-provoking integrated campaign about what an Absolut World might look like and to initiate a discussion about both universal and everyday subjects, as well as to challenge consumers to express their own visions of the world. Its advertising campaign invites consumers to visualize a world that appeals to them one they feel may be more idealized or one that may be a bit fantastic. The campaign includes commercials and video clips as well as online ads, print ads, billboards and event marketing. Drinkers were invited to imbibe In An Absolut World, a fanciful, even surreal, place where common sense prevails and just deserts are always on the menu. For example, on planet Absolut, men can get pregnant, and lying leaders are exposed by their Pinocchio noses. In fact, Absolut was confronting the same problems as other market-leading brands in that everybody knows who they are, but what are they known for? Thus, The goal is to encourage a dialogue between customers and the brand. The ads proclaim, This is Absoluts view of the world; you respond, you react. Absolut ads aimed at minority consumers will also begin to feature the Absolut World theme. 7.1 Probable Marketing Objectives Since from 2003 to 2007 over 240 new brands of vodka came and many companies started focusing on the ultra-premium category, the marketing objectives of the In an Absolut World include robusting sales growth and re-establishing and re-cementing the Absoluts position in the vodka category in an extremely competitive environment. 7.2 Probable Communication/ Advertising Objectives The main communication of the In an Absolut World campaign is to provide the customers with an opportunity to interact, get involved and associated with the brand, since its customer survey found that the previous one never provided the opportunities for customers to interact and get involved with the brand. Furthermore, the campaign aimed at depicting that Absolut Vodka has a class of its own or a world of its own implicating that it is different and better than other brands. The idea is that Absolut Vodka is the quintessential vodka, the true vodka, and the standard by which you judge other things. 7.3 Target Market The target audience is 23 34 year urbanites. 7.4 Positioning Statement To inform urbanites that Absolut Vodka is the quintessential vodka, the true vodka, the standard by which consumers judge other Vodkas. 7.5 Creative Strategy The In an Absolut World advertising campaign requires that consumers imagine a world that appeals to them, something like a perfect world or a fantastic world, thus bringing about different opinions and points of view. Also it needs to these ads in countries worldwide with varying themes relevant to their region. 7.6 Creative Execution To achieve the creative strategy, they decided not only to show what an ABSOLUT WORLD looks like, but also to give consumers the chance to experience it in their daily lives. The idea was to publish the perfect newspaper and distribute it for free, with real editorial content that was entirely positive and interesting to read. Another idea was to perfect a taxi ride by supplying a fleet of free-of-charge Porsche taxis. The next idea was to make a unique experience at the nearest ATM cash machine by introducing the Happy Hour. 7.7 Media Strategy The campaign would be put in print ads, billboards, TV commercials, video clips as well as online ads (at absolut.com), and event marketing. Absolut turned its website into an online community where visitors can share and discuss their visions of an Absolut World, create and upload images, films, worlds, and sounds, create personal profiles; browse, comment, and develop the visions of others. 8. Evaluation of the In an Absolut World The campaign uses a combination of approaches in the major selling idea between creating a brand image, positioning and inherent drama. Absolut developed its strong, memorable identity through image advertising and positioned itself as the quintessential vodka in the consumers mind. The creative approach used in the campaign is appropriate for the target audience who is 25 34 year urbanites. The message can delivered to the target audience and executed in a combination of imagery and humor. For example, one of the ads shows an expectant couple and the husband is pregnant. Additionally, even though Absolut came up with many ads with different pictures, those ads were able to convey the message to the target audience effectively by using indirect headlines In an Absolut World as creative tactics for printing ads and TV commercials. Also, the message is short, clear, novel, and creative as well as provokes their thoughts. Most of the ads in the campaign use emotional appeal to attract the target audience while others create excitement and provoke thoughts. The ads and some TV commercials try to communicate with the target audience that people wish to see the world in a different manner according what an Absolut World means to them or their perceptions. For example, a TV commercial portrays a h

Free Hamlet Essays: Conflict of Will :: The Tragedy of Hamlet Essays

The conflict of the will and the feelings of an individual opposed to the will and the feelings of the majority, is a major conflict in the play Hamlet, and one which is experienced by many of the characters. Characters like Hamlet, Ophelia, Laertes, and Fortinbras are shown as having been opposing or having conflicting feelings with the majority of people in their society. The main conflict in the play is the one between Hamlet and King Claudius, which in a way symbolizes Hamlet's conflict with the society around him. King Claudius, as the new ruler of Denmark is the man who sets the rules, and the one after whom the aristocratic society models. Since becoming king and marrying Hamlets mother Gertrude, Claudius becomes the person who is looked up at by the rest of the people, and the person whose actions show the society around him how to live their lifestyle and what's accepted and not accepted in his kingdom. Meanwhile Hamlet, who is still mourning for the death of his father, while the rest of the people celebrate the wedding and the coronation of Claudius, is left in the shadows. Hamlet doesn't join the festivities and celebration because in his eyes the quick marriage and coronation are inappropriate at the time of mourning of the death of his father. This is the first aspect the reader sees of Hamlet acting opposite to what the society is doing. Throughout the middle of the play Hamlet is also going against society, but not the society itself, but against the set rules and values of the society. Hamlet starts acting as if mad, and says things that offend everyone around him. But not only his remarks and actions demonstrate his opposition to the society surrounding him. When Hamlet wants to kill Claudius and avenge his father, he is not looking for sole act of revenge, but he is pursuing his goal as one of rightness, truthfulness and honor. Hamlet has a different set of values, even though he may want to achieve the same goal as some of the other characters in the play his values prevent him to act until he feels confident enough that what he is doing is right. This is why Hamlet passes his chance to murder Claudius during confession even though he has a clear shot at his life. Hamlet's values, which at first prevent him from killing Claudius in the chapel, ironically lead him to kill Polonius.

How Class and Classicism in America Shaped and Defined American Politics and Government Essay

Class and Classism is a significant dilemma in several parts of the world. Classism was initially created by Servius Tullius in one of the six orders that he used to divide the Roman people for taxation purposes. Classism represents a discriminatory attitude based on the distinctions derived from economic or social classes. Perhaps, the most elusive socio-economic and political ills confronting U.S today is the issue of class. The concerns and problems of class struggle cut across the social dimensions of ethnicity, race, and political affiliation, and educational background, national and geographic origin. Domhoff, (1977) defined class as the status a group, or an individual achieves by virtue of its economic strength, the power to affect change and the influence of other groups in its community of choice. Therefore, the issues surrounding class and classism through hierarchy of â€Å"Haves† and the â€Å"Have nots†, the promise, myth, and dogma of individualism in U.S , and the systematic oppression of subordinate societies have brought myriad changes in the politics and governance of United States. Domhoff, (1977) argues that class is not a new phenomenon. Nor class within the policy. Thus, class within the American society has existed for centuries. Since the beginning of men, you have always had the have and have nots. Association of class within the United States was in existence prior to the creation of the Declaration of Independence, United States Constitution and U.S. Federal Bureaucracy. It started when the British Monarchy set up their government and society structures their colonies.This paper will discuss and review how the Founding Fathers being the lesser member of the smaller group, which for the purpose of the paper are defined as the ruling class, were able to collectively shape and develop social and political agendas through collective action, and as a result, disenfranchised the greater members of society. Furthermore, this pa per explores how the Collective Action of Groups Theory (Olson, 1979) helped to shape the discourse and thoughts of the Founding Fathers on social and political ideologies, which in turn, played a critical role in the creation of the United States. Moreover, more importantly, how the Founding Father’s ideologies on class impacted individuals within particular classes views on their own political affiliations and the United States Government. Defining Class in America’s Society When questioned about the needs of the working class individuals during 1988 presidential campaign, George Bush insisted that class was a â€Å"European thing† and that the Americans would never be divided by class. Although the critic, that views America as a dominant culture, observes that it is a classless society, most Americans recognize that deep class separates and divides them. The structure of class has been interwoven with the culture of the United States and its political system for well over two centuries, and has shaped the way in which people view their place in society and make their political decisions. The leading Founders thoughts and ideas have played a significant role for this to occur. The Founding Fathers were the ruling class at the time of the when the Declaration of Independence was written, the American Revolution was fought, the enactment of the U.S. Constitution and the development U.S. Federal Bureaucracy. The ruling class is defined as a social c lass of a given society that decides upon and sets that society’s political policy by mandating that there is one such particular class in the given society, and then appointing itself as that class (Domhoff, 1977). Karl Marx in his writings defined these men as distinguished and the educated who were dominant in their communities and states, and also prominent in national affairs (Oliver, 1984). This would explain why as a collective group, these men were able to achieve a certain level of success and in turn dominate society. One of the most well documented correlations in social science are the positive correlation between socioeconomic status and all forms of political and organizational participation (Oliver, 1984). This also explains why the Founding Fathers voted only to allow white male property owners the right to vote, whom at the time made up 10 to 16 percent of the nation’s population (Rowen, 2014). Their decision to not allow poor white men, women, and min orities the right to vote aligns with Olson’s Collective Action Theory. As the small group, they made a decision to block a public right from the majority. Voting in most terms would be considered a non-rivalrous public good (Olson, 1971). Rosenberg, (2008) writes that in economics, rivalry is a characteristic of a good. A good can be placed along a continuum ranging from rivalrous (rival) to non-rival. The range is based on consumption and the price to produce the good. Since voting like the air was a considered a freedom, they should have quickly decided to make it a non-rivalrous public good. However, by blocking the right to vote from 90 percent of the people in the country the Founding Fathers made it rivalries (Zweig, 2000). Whereas, they placed a cost on voting that owned land.These men may have disagreed and to an extent attempted to disassociate their ideologies and politics from the British Monarchy, but their actions and thoughts conveyed a strong similarity. By disenfranchising 90 percent of society, they cast themselves and their peers as th e ruling and dominating class. However, Zweig (2000) observes that in terms of experiences with other cultures, this is all they knew. Dr. Morris Massey, head of the psychiatry department at a Texas university, defines this behavior as â€Å"You Are What You Were When You Were Then† (Massey & Magnetic Video Corporation, 1976). Massey’s theory is that identity is primarily determined by the things that affect life up to the age of 10. Their behavior and how they made their decisions as a collective group also aligns with Henri Tajfel’s Social Identity Theory that states a person’s sense of who they are based on their group membership(s). Tajfel, (1979) proposed that the groups (e.g. social class, family, football team, etc.), which people belonged to, was an important source of pride and self-esteem. Groups give us a sense of social identity: a sense of belonging to the social world. Since these men experienced the rule of British Monchary that was entrenc hed in class for a vast majority of their life, it is highly probable they would create a system that placed individuals within a class. This would explain why these men used land as the defining factor. This provided them with a determining factor to define a class among all people.You would also wonder how these men could function in such a myopic way as it related to freedom and the rights of others? How could they outwardly caste others in a system that they so disliked? Their behavior at the time could be attributed to their socialization. Arnet, (1995) describes socialization as the process in which people acquire the behaviors and beliefs of the social world that are culture in which they live. Culturally, these men were accustomed to women being in subservient roles, minorities being used as slaves, and poor white people being indentured servants. Thomas Jefferson stated â€Å"The appointment of a woman to office is an innovation for which the public is not prepared, nor Ià ¢â‚¬  (Arnet, 1995). His sentiments at the time were most likely not an anomaly, but the norm. These men were socialized to believe their rights were above others (except for the ruling class of Britan). A similar message was conveyed in James Madision’s Federalist 10. Madison observed that the diversity in the faculties of men, from which the rights of property originate, is not less an insuperable obstacle to a uniformity of interests (Arnet, 1995). The protection of these faculties is the first object of government. From the protection of different and unequal faculties of acquiring property, the possession of different degrees and kinds of property immediately results; and from the influence of these on the sentiments and views of the respective proprietors, ensues a division of the society into different interests and parties (Massey, 1976). However, most common and durable source of factions has been the various and unequal distribution of property. Those who hold and those who are without property have ever formed distinct interests in society. Those who are creditors, and those who are debtors, fall under a like discrimination. A landed interest, a manufacturing interest, a mercantile interest, a moneyed interest, with many lesser interests, grow up of necessity in civilized nations, and divide them into different classes, actuated by different sentiments and views. The regulation of these various and interfering interests forms the principal task of modern legislation and involves the spirit of party and faction in the necessary and ordinary operations of the government (Massey, 1976). In his writings, Madison is acknowledging and justifying a class system based on assets and wealth. He is very clear on his position, in which the government is set-up to protect the owners of property and in turn, their wealth, which is interesting because this is counter opposite to Paine’s opinion on non-equalizers (family, land, and money) (Massey, 1976).Jefferson and Madisions behavior at the time align with Arnett’s definition of narrow socialization. Arnett defines narrow socialization as holding obedience and conformity to the highest values and discourage deviation from cultural expectations—again, not just through family socialization but through other sources of socialization as well. Based on the behavior of the Founding Fathers they seem more committed to conformity and obedience rather than challenging and open thinking environment. The creation of the U.S. Constitution is a perfect example. In creating the U.S. Constitution, the Founders sought to limit the power of the federal government and to protect (not grant) the natural rights of life, liberty, and the pursuit of happiness. Their focus and behavior were all based on their past experiences with the British Monarchy (Zinn, 2003). In reality, they were rebelling against a system that controlled and disenfranchised them, but they went forth in constructing a system that disenfranchised almost 90 percent of its citizens and empowered 10 percent (based on the voting law). Ideology of Classism Kadi, (1996) defined classism as a prejudice or discrimination on the basis of social class. It includes individual attitudes, behaviors, systems of policies, and practices that are set up to benefit the upper class at the expense of the lower class. A person’s economic class is neither real bad. It is just a reality. However, what is of interests is how individuals within their class act and behave as it relates to their class standing. Iwith reference to Olson’s theory of the Founding Fathers, it is apparent their small group over several years acted to further their interest (Kadi, 996). This has been clearly documented prior to, during, and after the American Revolutionary War. This was accomplished by strategically defining and casting people within certain classes, and using the government structure along with political and cultural strategies to achieve their objectives. This behavior aligns with Olson and his thoughts on the ability of smaller groups to manipula te larger groups. And through this manipulation the larger group would bear a disproportionate share of the burden (Barrow, 2014).According to Horowitz (2003), the Founding Fathers of the United States were clearly influenced by the British Monarchy, and their caste system. Class was a staple part of the British way of life. The British society was divided into three main groups of classes: upper class, middle class, and the lower or working class. The upper classes consisted of people with inherited wealth and include some of the oldest families, with many of them being titled aristocrats. The upper classes were defined by their title, but also by their education, and their pastimes which included the traditional sporting life involving hunting, shooting and fishing, as well as a great deal of horse riding for both leisure and as a competitive pursuit. The middle classes were the majority of the population and included industrialists, professionals, businesspeople and shop owners. And, the working class people were mostly agricultural, mine and factory workers (Barrow 2014).Because of the British Monarchy role in the history of the United States, it was a natural evolution for the Founding Fathers to borrow and blend new and old concepts pertaining to class (Daniel Carpenter). This is not to say that some of the Founding Fathers were not against the concept of class. Rather, it clearly highlighted in the writings of Thomas Paine. Thomas Paine published his book Rights of Man, in 1791, and stated that all men were equal and any non-equalizer such as money, power, prestige or titles, were wrong. Paine, (1791) felt that governments should reflect social equality; however, it was clear in the creation of the U. S. Federal Bureaucracy that the equalizers that Paine and others were against became and still exists in the United States politics and government.The Influence of Class in America’s HistoryZinn, (2003) asserts that the review of American history pr ovides insights on why the nation is obsessed with wealth and class. The Founding Fathers served as an example for the lower class on how they used their Collective Action as a group to gain benefits and control over the country. The Founding Fathers clearly knew what they represented to the general public. Therefore, they used their wealth and class to manipulate and gain more power (Zinn, 2003). This manipulation of power was happening prior, during and after the revolutionary war. Zinn in his book â€Å"History is a Weapon† inscribes tha the individual that initially got recruited to the colonial militia were overall â€Å"hallmarks of respectability or at least of full citizenship† in their communities (Zinn, 2003). However, desperation resulted to recruiting fewer whites that were respectable in the society. According to Kim and National Bureau of Economic Research, (2007) the study of Massachusetts and Virginia provided for drafting â€Å"strollers† (vagra nts) into the colonial militia. Indeed, observations by Kim et al. (2007) concludes that the military became a place of promise for the powerless and subordinate individuals, which might rise to the rank, get financial rewards and alter their social status. The behavior of the Founding Fathers also aligns with cultural hegemony theory that describes the domination of a culturally diverse society by the ruling class, who manipulate the culture of that society, the beliefs, explanations, perceptions, values, and mores, so that their ruling-class worldview becomes the worldview that is imposed and accepted as the cultural norm; as the universally valid dominant ideology that justifies the social, political, and economic status quo as natural, inevitable, perpetual and beneficial for everyone, rather than as artificial social constructs that benefit only the ruling class (National Archives, 2014). This ability to control and dupe the working and lower class was not by accident. The imagery of freedom, opportunity and wealth is a strong influence that has been used for centuries to induce the poor into submission. This was clearly the case during the Revolutionary War. Zinn documents a soldier’s response to why he joins the war. â€Å"I was a Shoemaker, & got my living by my Labor. When this Rebellion came on, I saw some of my Neighbors got into Commission, who were no better than myself. I was very ambitious, & did not like to see those Men above me. T was asked to enlist, as a private Soldier †¦ I offered to enlist upon having a Lieutenants Commission; which was granted. I imagined myself now in a way of Promotion: if I was killed in Battle, there would be an end of me, but if any Captain was killed, I should rise in Rank, & should still have a Chance to rise higher. These Sir! were the only Motives of my entering into the Service; for as to the Dispute between Great Britain & the Colonies, I know nothing of it †¦,† (Zinn, 2003). The question could be asked if this man were an anomaly. However, it is hard to dispute when you have Founding Fathers writing about the lack of commitment and passion from the soldiers. At the time, Alexander Hamilton was an aide to George Washington when he wrote:†. . . our countrymen have all the folly of the ass and all the passiveness of the sheep†¦. They are determined not to be free†¦. If we are saved, France and Spain must save us† (Hamilton, 2003).It was obvious the passion and commitment for change were not as significant for the poor and underclass. The soldiers were consistently quitting. Founding father John Adams’ estimated a third opposed, a third in support, a third neutral. So the nation was not squarely behind the decisions being made by the elite ruling class (Horowitz, 2003). So early in the history of this country’s history the various category/ groups had differing opinions on the directions of the country. One of the ways tha t the power owners or the ruling class addressed this issue was interesting, and also shows how the ruling class was committed to cultural hegemony as a collective group. Zinn, (2003) indicates that military conflict, by dominating everything in its time, made individuals take sides, lessened other issues, and forced people onto the revolution regime whose independence interests were very unclear. Additionally, Zinn believed that the political elites that handles power learned through the generations-consciously or not-that war provides them security against interior trouble (Cone, 1991). This mindset of the Founding Fathers during the revolutionary war is an example of how the Constructivist Theory works. According to him, the Constructivist Theory provides that the mechanism of learning is an active process characterized by the creation of meaning from diverse familiarities (Cone, 1991). Through their early experience with the war, it was clear that all of the white men were not functioning as a collective group. As the Collective Action Theory states, some individuals will support an initiative, some will sit on the fence, and some will not support it all. And, through rethinking how to get the non-participants involved through constructivist thinking the Founding Fathers begin to implement new tactics, such as force of serving in the military.Through military force prepara tion, power owners of the high class found a procedure of pushing neutral people into the periphery. For instance, in Connecticut, Cone (1991) observes, a law was passed that required military service of all males between sixteen and sixty. This he reports omitted certain Yale students and faculty, Negroes, government officials, Indians, ministers, and mulattos. Therefore, when an individual was put on duty, he or she could provide a substitute or get fined 5 pounds to abscond the duty. Consequently, when a total of eighteen men failed to report to military duty, they got jailed. However, they could only be released after pledging to fight in the war. Perhaps what appeared like military force democratization in modern times shows up as a completely different issue (Cone, 1991). That is, an approach of forcing massive defiant individuals to associate themselves with the national cause, and finally believe in it.The Constitutionalization and Classism in AmericaJensen, (2012) writes th at during the United States Bicentennial Constitution, it is accurate to argue on the political and economic wisdom of the United States Founding Fathers. Historically, there is no constitution in the world that established successful and durable economic democracy than the United States. However, economy is presented in the political inclinations, and the enormous success of the economy of the United States was independent of the political system. Indeed, the current economic issues in the United States might as a result of the failure of the political wisdom to follow the guides of the founding fathers based on the concept of class. Jensen, (2012) further elaborates that the American Founding Fathers developed the constitution in order to serve the economic interest of a specific class of individuals, which are the capitalists. According to him, the Constitution documented by the founding fathers was based on the concept of class as it protected the economic rights of the capitali sts. Multiple aspects of the constitution mention aspects of economic and financial matters that were put in place to secure economic functioning that would benefit the investors (Jensen, 2012).Furthermore, the Founding Fathers wrote the Constitution to provide a favorable national economic environment in which businesses could thrive. To counter this, a central authority, the United States Congress, were authorized to control the foreign commerce and interstate, the coinage of money, federal tax collection, patents and copyrights and the defense of states. Besides, the constitution supported sanctity of contracts, property rights and the due process of law. Illustratively, the Supreme Court decisions, for instance, Dartmouth v. Woodward (1819) provided that the judiciary supported a business friendly environment (Jensen, 2012). Although the United States Constitution assisted in easing the concern of the business majority, it did not provide complete economic issues of the United S tates. Therefore, a national monetary system was founded to control the issues of debts. As such, the capitalists were provided with a favorable environment for conducting business that developed power over the subordinate society.In the modern society, Bishaw and Semega (2008) observes, the political campaigns provide a significant problem of financial resources. The technological changes have demanded that the politicians raise lots and lots of money. Not surprisingly, Young (2000) further writes that a system that heavily relies on financial contributions has tilted towards organizations and individuals that can give big. As such, the politicians get linked to the wealthy individuals or the capitalists in the society to provide financial sponsorship of their candidature. In turn, the politicians pass bills and laws that suit the interest of the few wealthy dignitaries in the American society. Indeed, politics in U.S has followed the footsteps of the constitution that protects the economic rights of few high-class individuals in the society that in turn fund politicians. As such, class in the American society continues to emerge with discrimination observable in the political interests and representations (Young, 2000). The issue of class has made America a nation where politicians serve the interest of the capitalist that forms the minority of the population hence ignoring 90 percent of the electorate. Furthermore, Arcs and Zimmerman, (2008) indicates that excessive reliance on the electorate system on financial capital also determines what kind of interests gets heard and what kind of policies are passed. Classism according to Arcs et al. (2008) appears to control politics in America with the capitalists funding politicians. Therefore, as money controls politics, the low social class hardly influences politics by voting or contacting their legislators that later amplifies the capitalist influences. Domhoff, (1977) highlights that the Commerce Clause of the Supreme Court provides opinion reflecting an apparent effort to modernize and rationalize the analytical framework for delineating the implied constraints imposed by the state legislation. According to him, the constitution articulated a set of coherent criteria controlling the validity of the state taxes on interstate commerce. Furthermore, the constitution discarded inconsistent doctrine with the set standards. In the context of state regulation, the constitution enunciated meaningful decisional principles governing commerce. According to the US Constitution, the commerce clause is a power granted by Congress, but not an express limitation on the state’s power to regulate the economy. However, the wealthy individuals often have the final say in the taxation policies that favors their business interests (Domhoff, 1977). As such, classism has made the wealthy individuals get heard in making policies such as taxation policies that altogether re-shapes the governance and polit ics of America. Therefore, the constitutional wisdom of the Founding Fathers is present today, and it has promoted classism that in turn affects the politics and governance in America. Class Today in America The primary institutionalization basis of classism is the economic system, Gilbert and Kahl (1993) indicates. Capitalism, Gilbert, and colleague, observes get structured based on classes that in turn influence the politics and governance of America. According to Gilbert et al. (1993), the three key institutions, that generate classes, are hierarchical organizations, private ownership, and capitalist division of labor. These institutions produce class-based systems of political dominion and subordination between the managers and the managed, the owners and those who do not own, and the professionals and these without professional credentials. Thus, the political dominion by these dominant groups means that the politicians must serve their economic interest in order to achieve their financial support. The economic production of the dominant groups requires government policies that emphasize on security and good governance to enable them reproduce their modes of production and distribut ion.Fast forward 239 years, and Americans are still grappling with class as it relates to all areas of society. It is still a challenge to address and discuss class as it relates to government, politics, and race within the country. This challenge can partly be laid at the hands of the Founding Fathers. Through cultural hegemony, they manipulated society to believe that â€Å"all† citizens were created equally and had a voice in the decisions being made within government (Gilbert and Kahl, 1993). But, within the same space they systematically defined what voices mattered by only allowing landowners the right to vote. This simplistic move set forth and defined the influence of class in the terms of money, assets, and influence. This also sets up the environment of social exclusion. Social exclusion, according to Hess (2006), is the process where individuals or a community are systematically partially or fully blocked from various opportunities, rights, and resources customaril y available to the society, and which is fundamental to social integration within that specific group (Hess, 2006). By excluding poor white men from voting, they intentionally manipulated the government structure to support their desires and interests at the cost of the 90 percent. Fast forward well over 239 years later, we have a new movement with protests being conducted across the country about the 1 percent ruling class (Paine, 1999). In direct approach, the phrase refers to income and wealth concentration among the top earning representing 1 percent and as well as a reflection of an opinion that 99 percent are paying heavily for the mistakes of a small minority within the upper class (Paine, 1999).Some may argue and contend that the law for non-votes was in existence for less than 60 years, and by 1850 allowed all white males were given the right to vote. However, scholars still questions on the number of generations that got impacted by the decision. Secondly it raises concern s about the influences it has in the current American society. Undeniably, Rowen, (2014) indicates that the United States of America is the world oldest and most esteemed democracy. However, the impacts of class according to him, in the society have led to pervasive and serious problems in its politics and government. The concept of classism, Rowen (2014) writes, has for the last half century promoted disgust among the Americans. Classism has reduced the trust of the public in the political institutions, elected officials, and increasingly becoming indifferent to democratic participation. Classism in America has reduced the levels of civic engagement and trust in government. David et al. (2009) highlights that activity such as voting, working on campaigns, contacting elected officials that depend upon democracy has significantly reduced over the past two generations. By virtue of class, the elected officials are considered a representative of few individuals rather than the electorate. Most Americans believe that politicians lie and pander to serve their political interests and that of the rich individuals or the high class (David & Weimer, 2009).The Generational Impact of Social Exclusion Based on ClassResearch shows that social exclusion creates a host of long lasting issues and challenges to th e individuals or groups that have been excluded. This is clearly evident with the recent 99 percent protesters. This long lasting impact is clearly seen in the actions of the Founding Fathers. One of the biggest issues that helped to launch the American Revolution was the argument about taxation without representation (Young, 2000). Of course, the group with the biggest argument was the Founding Fathers. Most of these men were wealthy, upper middle class, and the educated. With all their wealth and education they still had to contend with a society that limited their social mobility were woven into the fabric of the state, which meant they were excluded from the higher echelons of politics and government (Rosenberg, 2008). This exclusion had to be a constant reminder to these men that in reality, they had no voice. Anytime group is excluded from a process it is oppression, and oppression of any kind creates repercussions for all.Research by Iris Marion Young documents that there are five â€Å"faces† of oppression: exploitation, violence, powerlessness, marginalization, and cultural imperialism (Young, 2000). Reading from the concept of the Founding Fathers of America, most likely, they felt powerless, marginalized, and culturally imperialized. By having to pay taxes, and no say in the direction of the government, and the lack representation would surely touch on several types of oppression that Iris Young has identified. Likewise, reports from media titled â€Å"Classism Does NOT Go Both Ways† (2014) provides that that that people and groups who have experienced social exclusion attempt to reconnect at some point. This reconnection can take the form of (a) ingratiating social behavior, (b) attention toward and sensitivity to social cues, and (c) the activation, exaggeration, and even the invention of perceived relationships to important individuals or groups. It is significant to acknowledge and remember this point since it relates to classicism among white males in the United States.After the revolution, it is clear that the Founding Fathers adopted some of the same thoughts and ideas of their perceived oppressors in how they viewed and treated poor whites. Data shows that poor White males were in a challenging situation. Their plight could almost be compared to minority males over the centuries in the United States. Thomas, (2014) writes about the national situation in the post-war mid-1780s. He further documents that the merchants and coastal wholesalers made several efforts to re-establish large-scale trade with the Great Britain. However, the British merchants ceased from offering credit and instead demanded cash (â€Å"specie†). As a result, the wholesale traders insisted on the use of hard money from shopkeepers. Likewise, the shopkeepers saw it wise that the farmers repay their loans in cash with immediate effect (Thomas, 2014). The American farmers had previously been used for loan settling for goods, crops , and labor. Unexpectedly, farmers were matched into debtor courts leading to the seizure of their properties such as land and goods when they couldn’t pay or get confined for unpaid debts. For instance, Thomas (2014) provides that in the farming community of Hampshire County Massachusetts from 1784 to 1786 32.4 percent of the county’s men over sixteen were hauled into court, and many were thrown into jail. The conditions of the jail were deplorable. Prisoners were stockpiled into one cell and were held without proper food, ventilation, many got sick and some died.The Founding Fathers in a quick turn of circumstances went from being the oppressed to the oppressor by determining and controlling who could vote. In turn, poor white men, who fought for liberty to pursue freedom, were given limited freedom. It seems this one historical fact, has been overlooked. The studies that address or discuss the effects of social exclusion of poor white people are significant because it explains the cultural beliefs and ideas as it relates to poor white people in rural and southern areas in the United States (Zweig, 2000). This would also explain how poor whites tend to identify collectively with political referendum that doesn’t support their own economic plight. According to Zweig, (2000), the observations of Molden and Mane that discusses the impacts of social exclusion that makes the excluded find ways to ingratiate themselves with their oppressor; along with paying close attention to social clues; and, the creation of an exaggerated connection. This is clearly the case with poor whites as a collective group.The ruling class has established certain symbolic meanings for being an American, and by following those meanings, you are closely aligned with them. Cone, (1991) writes that from saluting the flag, singing the national anthem, prayers in school, and so forth, the ruling class has established certain social norms that most poor whites can identify and follow. Besides setting up symbolic meanings, the early ruling class defined and created a structure to provide privilege to those they deemed worthy. This was successfully done through government, organizations, and social settings. This aligns with MSS research in which they highlight that the rights and privileges are supported and defined through rules, laws, individual strength and conventions. According to the research, rules and laws are political power instruments the government and politically affluent uses to determine the social structure (Cone, 1991). For instance, gift properties and selling rights that support the privileges of the property-owning class. Furthermore, conventions and customs provides social determinants of structure, for example, Cone (1991) provides that the privilege on the basis of religion, caste, or economic class, personality strength and individual capacity, he observes, are also elements that defines social privilege, for instance, the righ ts accumulating to the wisest most skillful, strongest, or most courageous personalities. According to the research, these rules, conventions, laws, and customs, which support and define privileges and rights of power owners, besides, perpetuate the denial of rights to the section of the community that is underprivileged or unprivileged. As such, the structure developed by the political affluent to foster societal development based on greater functional efficiency, also acts as a barrier that positively eliminates a part of the society from benefiting from the accruing development (Cone, 1991).ConclusionClass affects people from emotional, economic, political, and social level. The attitude of the classists has caused great pain in American politics and governance by dividing the subordinate group members from one another as well as suppressing individual means for personal fulfillment. The impact of class that has resulted in the usual level of collusion between the dominant group members and the subordinate group member has led to means of survival by gaining access to the resources retained by the dominant group. Indeed, class is more than just economics and social dynamics of classism. The patterns of behavior and thinking of classists at personal level promotes classism that results into politics of self-interest and that of the wealthy individuals. While the founding fathers believed that economic and political freedom are twin pillars of democracy, it has promoted a high degree of classism in America. This has led to politics of oppression and personal gains.The founding father of the United States adopted the first written constitution that protected the economy of the country by protecting businesses, personal property, rights of speech and authorizing the Congress to control the commerce of the country. While their contribution cannot be ignored nor disputed, it led to elements of classism that continues to influence the politics and governance of Am erica. In a nutshell, the freedom of classism requires a reversing conditioning process through healing of the class and political oppression wounds, reclaiming the past and present class experiences and sorting present classism to enable the country shape its political identities and foster positive relationships and cohesion among the Americans. References Alvez, J., Duarte, S., & Timney, M. (2008). Human rights theory as a means for incorporating social equity into the public administration curriculum. Journal Of Public Affairs Education, 14(1), 51–66. Arnett, J. (1995).Broad and Narrow Socialization: The Family in the Context of a Cultural Theory. Journal of Marriage and the Family , 57 ( 3 ) , , 617 – 628 Barrow, M. (December, 2014). British Life and Culture. http://resources.woodlands-junior.kent.sch.uk/customs/questions/class.htm. Cone, J. H. (1991). Martin & Malcolm & America: A dream or a nightmare. Maryknoll, N.Y: Orbis Books. David L. & Weimer; A. (2009). Policy Analysis: Concepts and Practice. Pearson: Domhoff, G. W. (1977). The ruling class in America. New York: Psychology today. Gilbert, D. & Kahl, A. (1993). The American Class Structure: A New Synthesis. Belmont: Wadsworth Publishing Co. Hamilton, A., Madison, J., Jay, J., & Ball, T. (2003). The Federalist. Cambridge, U.K: Cambridge University Press. Hess, C. (2006). Introduction. C. Hess, E. Ostrom, eds. Understanding Horowitz, D. A. (2003). America’s political class under fire: Twentieth century social guardians as strangers. New York: Routledge. Jensen, B. (2012). Reading classes: On culture and classism in America. Ithaca: ILR Press. Kadi, J. (1996). Thinking class: sketches from a cultural workers. South End Press: MI Kim, S., & National Bureau of Economic Research. (2007). Institutions and U.S. regional development: A study of Massachusetts and Virginia. Cambridge, Mass: National Bureau of Economic Research. Knowledge as a Commons: From Theory to Practice. The MIT Press, Cambridge, Massachusetts Massey, M. E., & Magnetic Video Corporation. (1976). What you are is where you were when–. Farmington Hills, Mich: Magnetic Video Corp. National Archives. (December, 2014). The charters of freedom. A New World at Hand. Olson, M. (1971). The logic of collective action. Harvard University Press Oxford : MA Paine, T. (1999). Rights of Man: Courier Corporation Mineloa: NY Prentice Hall. p. 72.Rosenberg, N. (2008). The Hollow Hope: Can Courts Bring About Social Change? Chicago: University of Chicago Press. Chapters 1, 12.Rowen, B. (December, 2014). US Voting Rights. Information Please.T, â€Å"Classism Does NOT â€Å"Go Both Ways†Ã¢â‚¬ . www.gradientlair.com. (September, 2014) Thomas, J. (December, 2014). Women’s Rights. The Curse of 1920. Young, I. M. (2000). Inclusion and democracy. Oxford: Oxford University Press. Zinn, H. (2003). A people’s history of the United States: 1492-2001. Zweig, M. (2000).The Working Class Majority: America’s Best Kept Secret. Ithaca, NY: Cornell University Press Source document

The Effects Of The Memory English Literature Essay

This essay is an effort to analyze the importance of memory in Cormac McCarthys The Road, which I consider that the memory plays a important function to remain alive or non in that revelatory universe. In order to make this, I will explicate the memories and the dreams of the adult male and of the child and so I will do a comparing between their memories and dreams. The Road tells us a narrative of a male parent and his boy in an revelatory universe, in which they have to be going to the South to happen a warmer clime. While they are in the travel the adult male remembers minutes, state of affairss, and memories of the yesteryear. He besides has dreams, which some of these are about his married woman. When he dreams with his married woman, he remembers her in different ways, some of them romantic and others anti-romantic. In the first dream for illustration he remembers her in a manner that can be romantic. his pale bride came to him out of green and leafy canopy. Her mammillas pipeclayed and her rib castanetss painted white. She wore a frock of gauze and her dark hair was carried up in combs of tusk, combs of shell. Her smiling, her downturned eyes. ( 17 ) . It seems a self-contradictory dream, a romantic dream in the center of that revelatory universe, where the dead is one of the closer things you have in your ideas. However the 2nd dream of with his married woman is non romantic, in contrast, is terrorizing. In his dream she was ill and he cared for her. The dream bore the expression of forfeit but he thought otherwise. He did non take attention of her and she died entirely someplace in the dark and there is no other dream nor other waking universe and there is no other narrative to state. ( 32 ) . I think the two dreams are deformed contemplations of the yesteryear. The first dream would be a romantic transition that he had with her before the revelatory universe, in which the nowadays is besides assorted, because she is described by words like pale bride, rib castanetss painted white like if she was dead. This romantic dream could sham felicity for him, but in world, that memory is merely aching him. He can non maintain believing about the yesteryear, because that is a weak point for his endurance. If he keeps believing in past memories, he will be distracted in the present. The 2nd dream is besides a memory when his married woman moves off from them to decease entirely. In this portion he is more realistic about the present and even if is a thirsty dream, is better for him because he has to separate the yesteryear from the present and the unreal ideas, from the existent 1s to concentrate more on endurance. At the beginning of the novel, the adult male and the male child has a conversation about retrieving and burying memories: -Just retrieve that the things you put into your caput are the forever. You might desire to believe about that. -You bury some things, dont you? – Yes. You forget what you want to retrieve and you remember what you want to bury. ( 11 ) Stating that, about retrieving and burying, we could believe that the beautiful, happy memories are traveling to be forgotten, and that the terrorization memories remembered. So why does he after that retrieve a perfect twenty-four hours of his childhood, This was the perfect twenty-four hours of his childhood ( 12 ) , when he was in a lake with his uncle in a boat? Like it is said, the happy and beautiful memories arent helpful to last because he is traveling to hold problems concentrating on endurance. But there could be another possibility about the happy dreams or happy memories, one that could be utile. That happy dreams or memory could assist the adult male to believe that there was a life before the revelatory universe, and may that can give him more strength to remain alive. The child besides has dreams, bad dreams. He was born in the revelatory universe, so all the memories he has are about that new universe, but that doesnt mean that is bad. There is a point in the novel that the male child dreams that his male parent dies, and the male parent Tells to him that the good dreams are traveling to concern him. When your dreams are of some universe that ne'er was or of some universe that ne'er will be and you are happy once more so you will be and you are happy once more so you will hold given up. ( 202 ) . Because when you dream something that you want, when you wake up, you will see that was merely a dream and that you will ne'er see that. So in that point, you will give up your gusto for life. About the bad dreams he didnt say anything, but we could believe that if the good dreams will give up your gusto for unrecorded, the bad 1s could intend that you want to populate. When he said that, we can believe that at the beginning of the novel, when he had the romantic dream and the memory of the perfect childhood twenty-four hours, that he was worried and may be that he wouldnt privation to remain alive. There are no memories about the child, merely dreams, so the lone comparing that we can do with his male parent is with the dreams. The childs dreams are ever bad dreams and the male parent dreams are bad and good. The child hasnt got any memories about the universe before the revelatory universe, so thats why he ever has bad dreams, and may be, thats is why he is non so much worried like his male parent, because he merely knows the new universe. In the other manus, the male parent has good and bad dreams. The good dreams are memories before the revelatory universe, and the bad 1s of the revelatory universe. Besides we can state that the male parent has dreams with his married woman and that the male child doesnt. We could state that the male child may hold forgotten all most all of her memories, because he ne'er dreams with her. In contrast, the adult male dreams with his married woman because he doesnt bury her. There is besides a minute when the adult male thinks about why they do nt maintain her in their lives. He thought about the image in the route and he thought that he should hold tried to maintain her in their lives in some manner but he didnt cognize how. ( 56 ) . If the adult male thinks that, could be because he wants to explicate what could be love for the child. In the class of the novel the male child is burying about her, he doesnt bury her at all but he remembers fewer times. Is traveling to go on the same with the male parent memories when he is dead? I think the child will retrieve a batch the adult male, more than his female parent, because the female parent wasnt in the journey with them ; she was with them merely in their house. So he will retrieve his male parent and that is traveling to assist him to last, because when he will retrieve his male parent, at the same clip he will retrieve the things that the male parent did to seek for nutrient, or a perfect site to kip. Apart from the adult male and his boy, there are more people in that revelatory universe, but some of them arent good people and the child and the male parent name them bad people. These individuals are the blood cults, brutal packs of man-eaters These people are wholly integrated in the new universe, they kill people, and they eat people I think that these people have wholly forgotten the former universe and besides that they have forgotten all the memories about that universe. They are non human existences, they are and they act like animate beings. There are besides good people, for illustration the 1s that the child meets when his male parent dies. These people still remembers the former universe and they still have memories of the yesteryear, and thats why they are good people, because the remember how to be human existences and non animate beings.