The Tyger By William Blake - 1290 Words

Successful businessmen will tell you that its how you treat the â€Å"lower-level† employees that will determine your success. If those who do the grunt work are happy, the company will likely prosper. This notion dates back to the chivalric era in which knights and noblemen would place their trust in the blacksmith to forge high quality armour and weapons. The blacksmith was held in high regard for a lower-class citizen, and became a sort of anomaly in the hierarchy of a kingdom. William Blake evokes the image of a blacksmith as creator in his poem â€Å"The Tyger† to comment on the social and political situations of the times. He chooses a rough, rude and labour-driven artist as a way of rejecting the aesthetic features of art for more practical, albeit destructive forms. A blacksmith is an artist of war, a creator of destruction. The tiger is the object of destruction. The speaker is questioning the creator as to why he would create something so powerful yet destructive, the same questions one would likely ask a blacksmith as he creates his weapons of war. The inquisitive tone of the poem allows the speaker to wonder about the things that are created for destruction and why their creator would allow them to exist. The tiger is one of those creations, as the speaker enquires in the first and last stanza in almost an apostrophic tone, â€Å"What immortal hand or eye. / Could [Dare] frame thy fearful symmetry?† (Blake 3-4, 23-24 – line 24 differentiation noted in brackets). The speaker isShow MoreRelatedThe Tyger By William Blake Essay969 Words   |  4 PagesThe Tyger is a six-stanza poem written by an American poet, William Blake. This poem has many interpretation, in a way you could say it is a biblical as well as a symbolic poem, as à ¢â‚¬ËœThe Tyger’ is actually the contrast to one of Blake s other poem, The Lamb, both poems are from the book of â€Å"Songs of Innocence and Experience†. If you are familiar with the Christian Bible, it states â€Å"Jesus is the Lamb of God.† The Tyger is comprised of unanswered questions as to who could have created a terrifyingRead MoreWilliam Blake : The Tyger900 Words   |  4 PagesFerociously Created (Favorite Poem Written by William Blake: The Tyger) Poetry often has a way of speaking to certain people. Maybe not everyone can connect to every poem, but more so a specific poem. Maybe they can relate something that happened to them in their life that is similar to that in the poetry. Many times that is the case, sometimes others just simply like poems as well. They hear the words that it is saying and get exactly what it is trying to say and it speaks to them. This is a greatRead MoreThe Tyger By William Blake1168 Words   |  5 Pagesto question their God and the way the world is. William Blake’s compilation of poems called the Songs of Innocence and Experience questions the good and evil in the daily lives of human beings. This collection of poems includes The Tyger, a partnered poem in the series with The Lamb. Blake offers a new way of interpreting God through His creations in The Tyger. Blake demonstrates the fierceness of the tyger’s creator throughout the poem. The tyger is viewed as a vicious creature that pe ople viewRead MoreThe poem The Tyger by William Blake877 Words   |  3 PagesThese wise words of King James verse (1:5) of the bible portrays an underlying message that although we should follow in God’s path, we are not expected to follow blindly. Likewise, in the poem â€Å"The Tyger† by William Blake, it’s theme is a reflection of what this quote implies. Throughout this poem, Blake explores the possibility of questioning God while using the structure of the poem, as well as the irony of God’s character, and several sound devices in hopes of communicating a message, that to questionRead MoreThe Lamb And The Tyger By William Blake1330 Words   |  6 PagesWilliam Blake is an English poet, painter, and printmaker from the eighteenth century. With his unique way with words and mastery craftsmanship, he created an illustration collection of poems called Songs of Innocence and Experience in 1789. His most famous poems from Songs of Innocence and Experie nce are â€Å"The Lamb and The Tyger†. These poems use animals to attest to God’s role as the Creator, yet they possess contrasting tones and language of the speaker and present conflicting views of God’s powerRead MoreWilliam Blake s The Tyger1132 Words   |  5 PagesWilliam Blake’s â€Å"The Tyger† and Tragedies William Blake wrote a set of poems in his collection Songs of Innocence and Songs of Experience. Some of the poems in each collection were meant to be read together to show the difference between innocence and experience. Many people question why Blake wrote a two part series to his poems and what they could actually mean. Two specific poems, â€Å"The Lamb† and â€Å"The Tyger,† were meant to be read together. â€Å"The Lamb† is a part of Blake’s Songs of Innocence andRead MoreThe Lamb And The Tyger By William Blake996 Words   |  4 Pagescreated, that are in heaven, and that are in earth, visible and invisible† (Colossians 1:16). William Blake wrote poems about this very subject. In his twin poems, â€Å"The Lamb† and â€Å"The Tyger†, Blake uses different literary techniques such as sound, imagery and symbolism to echo the common theme of creation along with how it is viewed differently. William Blake’s use of sound in his poems, â€Å"The Lamb† and â€Å"The Tyger†, enhance the central idea of creation and the question of how one God can create such differentRead MoreSymbolism In The Tyger By William Blake901 Words   |  4 Pagespower must be brought into question. William Blake’s poem â€Å"The Tyger† accurately portrays this reality and brings this thinking of God into the light with his poem. In â€Å"The Tyger†, William Blake uses rhyme scheme, figurative language, and symbolism to convey the question of why God would allow for there to be evil, and create evil Himself. Blake’s use of rhyme scheme throughout the poem adds a rhythm and set pattern in the poem. For example, in â€Å"The Tyger†, Blake uses the rhyme scheme AABB throughoutRead MoreThe Tyger And The Lamb By William Blake991 Words   |  4 Pagesand event that has ever existed may have had bad effects in one situation, but good effects for another situation. And every human, by extension, has aspects about them that can be viewed as both good and evil. In his poems, â€Å"The Tyger† and, â€Å"The Lamb†, author William Blake explores the ideas of duality, and how each thing must have an equal opposite. He uses both these poems to further ruminate on this dichotomy and brings up many questions in the context of religion. He seeks to point out that inRead MoreThe Lamb and The Tyger by William Blake Essay1758 Words   |  8 Pages William Blake, a unique poet of the literary canon, is one of the most critiqued poets of all time. Having a rather unique stylistic approach to topics, especially religion, Blake seems to contradict himself in his own writing and, therefore, sparks questions in the readers’ minds on specific subjects. Two of his poems in particular have been widely critiqued and viewed in various lights. â€Å"The Tyger,† written in 1774, and â€Å"The Lamb,† written five years later in 1789, are considered companion poems

Stevensons Use of Literary Techniques in The Strange Case...

Stevensons Use of Literary Techniques in The Strange Case of Dr Jekyll and Mr Hyde Robert Louis Stevensons Dr. Jekyll and Mr. Hyde tells of how a scientist abuses his knowledge so that he can become another being but the double he becomes is one that cannot be directly blamed for his crimes and actions. Throughout the story Stevenson uses many different literary techniques to convey how the characters feel. These can be categorized into many different themes: the double, hypocrisy, suppression leading to violence, the beast in man, secrecy and control. Structures, language and style also contribute to illustrating the social, historical, cultural and moral points Stevenson making in this†¦show more content†¦This act is morally wrong, and Stevenson uses the simile, à ¢Ã¢â€š ¬Ã‚ ¦like a damned Juggernaut, to illustrate this. Hyde probably thought that no one would see him trample on the girl and unleash his wrath on the girl and is a clear example of one of the points that Stevenson is attempting to make in his novella, that everyone has an evil side somewhere inside themselves. We get our first sight of the main theme, duality between good and evil, when Stevenson gives a description of the street that Mr. Utterson and Richard Enfield are strolling down. The street is described as à ¢Ã¢â€š ¬Ã‚ ¦thrivingà ¢Ã¢â€š ¬Ã‚ ¦ and the shops as having à ¢Ã¢â€š ¬Ã‚ ¦an air of invitation, like rows of smiling saleswomen. These descriptions given by the author immediately lighten the mood and give an impression of everyone being lively and light-hearted. However, in the next paragraph the mood completely changes for the worse, and suddenly the street that à ¢Ã¢â€š ¬Ã‚ ¦instantly caught and pleased the eye of the passenger, is spoilt by the appearance of an old gloomy building. The building is described as having à ¢Ã¢â€š ¬Ã‚ ¦in every feature marks of prolonged and sordid negligence. This contrast in descriptions gives the impression that there is something very weird and sinister about this building, and is another example of the gothic genre used by Stevenson. StevensonShow MoreRelated Stevensons Use of Literary Techniques in The Strange Case of Dr. Jekyll and Mr. Hyde1060 Words   |  5 PagesStevensons Use of Literary Techniques in The Strange Case of Dr. Jekyll and Mr. Hyde In his novella Dr Jekyll and Mr Hyde, Robert Louis Stevenson explores the dual nature of Victorian man, and his link with an age of hypocrisy. Whilst writing the story he obviously wanted to show the people of the time what happened behind closed doors. In Jekylls suicide note he makes the following observation I have observed that when I wore the semblance of Edward Hyde, none could come near toRead MoreJekyll And Hyde Character Analysis708 Words   |  3 Pagespotions. Dr. Jekyll tried several things to stop the transformations, but nothing worked. He knew he would transform into Hyde permanently. The letter was his last conscious act as Dr. Jekyll. For this reason, Dr. Jekyll makes the decision to kill himself rather than allow Mr. Hyde liberate on the world. In the novel, Strange Case of Dr. Jekyll and Mr. Hyde focuses on a conception of humanity as dual in nature, although the theme does not emerge fully until the last chapter, when the complete storyRead More Analysis of The Strange Case of Dr. Jekyll and Mr. Hyde by Robert Louis Stevenson2888 Words   |  12 PagesAnalysis of The Strange Case of Dr. Jekyll and Mr. Hyde by Robert Louis Stevenson In an attempt to consider the duality tale, one narrative inevitably finds its way to the top of the heap as the supreme archetype: Robert Louis Stevenson’s The Strange Case of Dr. Jekyll and Mr. Hyde. Immense disagreement permeates the pages of literary criticism relevant to the meaning of the story. Yet, for all of the wrangling focused on the psychology, morality, spirituality, and sociality of the story, itRead MoreThe Way Robert Louis Stevenson Uses Literary Techniques in Dr Jekyll and Mr Hyde1103 Words   |  5 PagesThe Way Robert Louis Stevenson Uses Literary Techniques in Dr Jekyll and Mr Hyde The Strange Case of Dr Jekyll and Mr Hyde is a novella that was written an 1886 and has gone down in history as one of the most famous works of gothic horror fiction. The term Jekyll and Hyde personality is used in society today to depict someone with a dual personality who is a kind of schizophrenic, describing someone who lives a double life of outward morality and inward iniquity. AtRead MoreComparrison of Dr Jekyll and Mr Hyde, and the Picture of Dorian Grey1946 Words   |  8 PagesThe term gothic fiction implies a British literary genre from the late eighteenth, and early nineteenth century. The modernized term seems to have been generalized into anything that is dark, gloomy, or depressing. Gothic novels often time posses an emphasis on portraying the terror, a prominent use of supernatural circumstances, the presence of highly stereotyped characters, and the attempt to display techniques of literary suspense. There are also other parallels among this vastly popular genreRead More How Does Robert Louis Stevenson use literary techniques to illustrate2496 Words   |  10 PagesHow Does Robert Louis Stevenson use literary techniques to illustrate the social, historical and moral points he is trying to make in Dr Jekyll and Mr Hyde? Throughout the Novella, ‘Dr Jekyll and Mr Hyde’, the author Robert Louis Stevenson uses a wide range of literary techniques in a skilful and sophisticated way to help achieve his effects and put his points across. Stevenson’s unique use of language is vital to the success of the Novella, with the structural and linguistic devices playingRead More Good and Evil in The Strange Case of Dr. Jekyll and Mr. Hyde by Robert Louis Stevenson4276 Words   |  18 PagesGood and Evil in The Strange Case of Dr. Jekyll and Mr. Hyde by Robert Louis Stevenson Throughout the story of â€Å"The Strange Case Dr Jekyll and Mr Hyde†, the author, Robert Louis Stevenson, presents his idea of the duality of man- where we all have a dark, wicked side within us, where evil is held in waiting to surface, but we hide it away, we pretend it does not exist, and we keep it tame. He presents this idea by using two protagonists, Dr Jekyll and Mr Hyde, who are actually the sameRead More Robert Louis Stevenson was born November 13, 1850 in Edinburgh, Scotland1906 Words   |  8 PagesRobert Louis Stevenson was born November 13, 1850 in Edinburgh, Scotland Throughout his childhood, he suffered chronic health. A Study of Robert Louis Stevenson’s use of settings, characters and symbolism in ‘The Strange Case of Dr Jekyll and Mr Hyde’. Robert Louis Stevenson was born November 13, 1850 in Edinburgh, Scotland throughout his childhood; he suffered chronic health problems that confined him to bed. He lived in constant fear of death and some people believe that this was whereRead More Stevenson and Conrad: The Duality of Human Nature 1793 Words   |  8 Pagesown novellas. Stevenson employs this theme throughout his novella The Strange Case of Dr. Jekyll and Mr. Hyde and similarly Conrad employs this theme throughout his novella Heart of Darkness. In both novellas the theme is found in the literary devices of symbolism and personification. Although both works embody the theme of the duality of human nature, each author takes their own individual approach in utilizing literary techniques to help preserve this crucial theme. Robert Louis Stevenson was bornRead More Considering The Strange Case of Dr. Jekyll and Mr. Hyde as an Effective Representation of Evil3122 Words   |  13 PagesConsidering The Strange Case of Dr. Jekyll and Mr. Hyde as an Effective Representation of Evil The Strange Case of Dr. Jekyll and Mr. Hyde, originally published in 1886 by Robert Louis Stevenson, arguably remains a popular novella even today because of its representations of evil and themes concerned with evil such as morality. Originally written for a Victorian audience, the text follows the conventions of the time - for example, the Georgian style of introducing and

Island of the Sequined Love Nun Chapter 20~23 Free Essays

string(31) " he had bought the day before\." 20 Leadership’s a Bitch The storm had been easy on the Shark People. A little thatch lost from a roof here and there, a cookhouse blown over, some breadfruit and coconuts stripped from the trees, but not enough to cause hardship. Some seawater had washed into the taro patch, but only time would tell if it was enough to kill the crop. We will write a custom essay sample on Island of the Sequined Love Nun Chapter 20~23 or any similar topic only for you Order Now The Shark People went slowly about the business of cleaning up, the women doing most of the work while the men sat in the shade of the men’s house, drinking alcoholic tuba and pretending to discuss important religious matters. Mainly they were there to pass the heat of the day and get good and drunk before dinner. Malink, the high chief of the Shark People, was late rising. He awoke shivering and afraid, trying to figure out how to interpret a strange dream. He rolled off of his grass sleeping mat, then rose creakily and ambled out of the hut to relieve himself at the base of a giant breadfruit tree. He was a short, powerfully built man of sixty. His hair was bushy and gone completely white. His skin, once a light butterscotch, had been burned over the years to the dark brown of a tarnished penny. Like most of the Shark men, he wore only a cotton loincloth and a wreath of fresh flowers in his hair (left there by one of his four daughters while he slept). The image of a shark was tattooed on his left pectoral muscle, a B-26 bomber on the other. He went back into the hut and pulled a steel ammo box out of the rafters. Inside lay a nylon web belt with a holster that held a portable phone, his badge of leadership, his direct line to the Sorcerer. The only time he had ever used it was when one of his daughters had come down with a fever during the night. He had pushed the button and the Sorcerer had come to the village and given her medicine. He was afraid to use the phone now, but the dream had told him that he must deliver a message. Malink would have liked to go down to the men’s house and discuss his decision for a few hours with the others, but he knew that he couldn’t. He had to deliver the dream message. Vincent had said so, and Vincent knew everything. As he pushed the button, he wished he had never been born a chief. The High Priestess was also sleeping late, as she always did. The Sorcerer jostled her and she pulled the sheets over her head. â€Å"What?† â€Å"I just got a call from Malink. He says he’s had a message from Vincent.† The High Priestess was awake now. Wide awake. She sat upright in bed and the Sorcerer’s eyes fell immediately to her naked breasts. â€Å"What do you mean he’s had a message from Vincent? I didn’t give him any message.† The Sorcerer finally looked up at her face. â€Å"He was terrified. He said that Vincent came to him in a dream and told him – get this – to tell me that ‘the pilot was alive and on his way, and to wait for him.'† She rubbed the sleep out of her eyes and shook her head. â€Å"I don’t get it. How did he know about a pilot coming? Did you say something?† â€Å"No, did you?† â€Å"Are you kidding? I’m not stupid, Sebastian, despite what you might think.† â€Å"Well, how did he find out? The guards don’t know anything. I haven’t said anything.† â€Å"Maybe it’s a coincidence,† she said. â€Å"Maybe he was just having bad dreams from the storm. Vincent is all he thinks about. It’s all any of them think about.† The Sorcerer stood and backed away from the bed, eyeing her suspiciously. â€Å"Coincidence or not, I don’t like it. I think you need to have an audience with the Shark People and give them a direct message from Vincent. This whole operation depends on us being the voice of Vincent. We can’t let them think that they can reach him directly.† He turned and started out of the room. â€Å"Sebastian,† she said and the Sorcerer paused and looked over his shoulder at her. â€Å"What about the pilot? What if Malink is right about the pilot being on his way?† â€Å"Don’t be stupid, Beth. The only way to control the faithful is to not become one of them.† He turned to leave and was struck in the back of the head by a high-velocity whiskey tumbler. He turned as he dropped to the floor grasping his head. The High Priestess was standing by the bed wearing nothing but a fine golden chain at her hips and an animal scowl. â€Å"You ever call me stupid again and I’ll rip your fucking nuts off.† 21 How the Navigator Got from There to Here Watching the sharks circle the boat, Tuck felt as if he was being sucked down the vortex of a huge bathroom drain. â€Å"We need a better weapon,† Tuck said. He remembered a movie once where Spencer Tracy had battled sharks from a small boat with a knife lashed to an oar. â€Å"Don’t we have any oars?† Kimi looked insulted. â€Å"What wrong with me?† â€Å"Not whores. Oars!† Tucker pantomimed rowing. â€Å"For rowing.† â€Å"How I know what you talking about? Malcolme always say oars. ‘Bloody oars,’ he say. No, we don’t have oars.† â€Å"Bail,† Tuck said. The navigator began scooping water with the coffee can as Tuck did his best to bail with his hands. A half hour later the boat was only partially full of water and the sharks had moved on to easier meals. Tucker fell back onto the bow to catch his breath. The sun was still low in the morning sky, but already it burned his skin. The parts of his body not soaked with seawater were soaked with sweat. He dug into the pack and pulled out the liter bottle of water he had bought the day before. You read "Island of the Sequined Love Nun Chapter 20~23" in category "Essay examples" It was half-full and it was all they had. Tuck eyed the navigator, who was bailing intently. He’d never know if Tuck drank all of the water right now. He unscrewed the cap and took a small sip. Nectar of the gods. Keeping his eye on Kimi, he a took a large gulp. He could almost feel his water-starved cells rejoicing at the relief. As he bailed, Kimi sang softly in Spanish to Roberto, who clung to his back. Whenever he tried to hit a high note, his voice cracked like crumpled parchment. Salt was crusted at the corners of his mouth. â€Å"Kimi, you want a drink?† Tucker crawled onto the gas tank and held the bottle out to the navigator. Kimi took the bottle. â€Å"Thank you,† he said. He wiped the mouth of the bottle on his dress and took a deep drink, then poured some water into his palm and held it while Roberto lapped it up. He handed the bottle back to Tucker. â€Å"You drink the rest. You bigger.† Tucker nodded and drained the bottle. â€Å"Who’s Malcolme?† â€Å"Malcolme buy me from my mother. He from Sydney. He a pimp.† â€Å"He bought you?† â€Å"Yes. My mother very poor in Manila. She can’t feed me, so she sell me to Malcolme when I am twelve.† â€Å"What about your father?† â€Å"He not with us. He a navigator on Satawan. He meet my mother in Manila when he is working on a tuna boat. He marry her and take her to Satawan. She stay for ten years, but she not like it. She say women like dirt to Micronesians. So she take me and go back to Manila when I am nine. Then she sell me to Malcolme. He dress me up and I make big money for him. But he mean to me. He say I have to get rid Roberto, so I run away to find my father to finish teach me to be a navigator. They hear of him on Yap. They say he lost at sea five year ago.† â€Å"And he was the one that taught you to navigate?† Tucker knew it was a snotty question, but he had no idea what to say to someone whose mother had sold him to a pimp. Kimi didn’t catch the sarcasm. â€Å"He teach me some. It take long time to be navigator. Sometime twenty, thirty year. You want learn, I teach you.† Tucker remembered how difficult it had been to learn Western navigation for his pilot’s license. And that was using sophisticated charts and instru-ments. He could imagine that learning to navigate by the stars – by memory, without charts – would take years. He said, â€Å"No, that’s okay. It’s different for airplanes. We have machines to navigate now.† They bailed until the sun was high in the sky. Tuck could feel his skin baking. He found some sunscreen in the pack and shared it with Kimi, but it was no relief from the heat. â€Å"We need some shade.† The tarp was gone. He rifled the pack, looking for something they could use for shade, but for once Jake Skye’s bag of tricks failed them. By noon Tuck was cursing himself for pouring out the gallon of fresh water during the storm. Kimi sat in the bottom of the boat, stroking Roberto’s head and mumbling softly to the panting bat. Tuck tried to pass the time by cleaning his cuts and applying the antibiotic ointment from Jake’s first-aid kit. By turning his back and crouching, he was able to create enough privacy to check on his damaged penis. He could see infection around the sutures. He imagined gangrene, amputation, and consequently suicide. Then, looking on the bright side, he realized that he would die of thirst long before the infection had gone that far. 22 Finding Spam The octopus jetted across the bottom, over a giant head of brain coral, and tucked itself into a tiny crevice in the reef. Sarapul could see the light purple skin pulsing in the crevice three fathoms down. He took a deep breath and dove, his spear in hand. The octopus, sensing danger, changed color to the rust brown of the coral around it and adjusted its shape to fit the crannies of its hiding place. Sarapul caught the edge of the crevice with his left hand and thrust in his spear with his right. The spear barely pierced one of the octopus’s tentacles and it turned bright red in a chromatic scream, then released its ink. The ink expanded into a smoky cloud in the water. Sarapul dropped his spear to wave the ink away before making another thrust. But his air was gone. He left his spear in the crevice and shot to the surface. The octopus sensed the opening and jetted out of the crevice to a new hiding place before Sarapul knew it was gone. Sarapul broke the surface cursing. Only three fathoms, eighteen feet, and he couldn’t stay down long enough to tease an octopus out of its hole. As a young man, he could dive to twelve fathoms and stay down longer than any of the Shark men. He was glad that no one had been there to see him: an old man who could barely feed himself. He pulled off his mask and spit into it, then rinsed it with seawater. He looked out to sea, checking for any sign of the sharks that lived in abund-ance off the reef. There was a boat out there, perhaps half a mile off the reef, drifting. He put on his mask and looked down to get a bearing on his spear so he could retrieve it later. Then he swam a slow crawl toward the drifting boat. He was winded when he reached the boat and he hung on the side for a few minutes, bobbing in the swell, while he caught his breath. He made his way around to the bow and pulled himself up and in. A huge black bat flew up into his face and winged off toward the island. Sarapul cursed and said some magic words to protect himself, then took a deep breath and examined the bodies. A man and a woman – and not long dead. There was no smell and no swelling of the bellies. The meat would still be fresh. It had been too long since he’d tasted the long pig. He pinched the man’s leg to test the fat. The man moaned. He was still alive. Even better, Sarapul thought. I can eat the dead one and keep the other one fresh! PART TWO Island of the Shark People 23 Deus Ex Machina The Sky Priestess first appeared in 1944 on the nose of a B-26 bomber. Conjured out of cans of enamel by a young aviator named Jack Moses, she lay cool and naked across the aluminum skin, a red pump dangling from a dainty toe, a smile that promised pleasure that no mortal woman could offer. As soon as Moses laid the final brushstroke on her black-seamed stocking, he knew there was something special about this one, something electric and alive that would break his heart when they flew her off to the Pacific. He caught a kiss in his palm and placed it gently on her bottom, then backed down the ladder to survey his work. He stood on the tarmac for perhaps half an hour, just looking at her, charmed, wishing that he could take her home, or to a museum, or lift her off the skin of the bomber and put her on the ceiling of a cathedral. Jack Moses didn’t notice the major standing at his side until the older man spoke. â€Å"She’s something,† the major said. And although he wasn’t sure why, he removed his hat. â€Å"Ain’t she,† Moses said. â€Å"She’s off to Tinian tomorrow. Wish I was going with her.† The major reached out and squeezed Moses’s shoulder; he was a little short of breath and the Sky Priestess had set off a stag film in his head. â€Å"Put some clothes on her, son. We can’t have muffin showing up on a newsreel.† â€Å"Yes, sir. I don’t have to put a top on her, do I?† The major smiled. â€Å"Son, you put a top on her, I’ll have you court-marshaled.† â€Å"Yes, sir.† Moses saluted the major and scampered back up the ladder with his brushes and his red enamel and painted a serpentine scarf between her legs. A week later, as a young pilot named Vincent Bennidetti was leading his crew across the runway to take the Sky Priestess on her first mission, he turned to his navigator and said, â€Å"I’d give a year’s pay to be that scarf.† A half century away, Beth Curtis pinned a big red bow into her hair, then, one at a time, worked sheer black-seamed stockings up her legs. She stood in front of the mirror and tied the red scarf around her waist, letting the ends trail long between her legs. She stepped into the red pumps, did a quick turnaround in the mirror, and emerged from her bungalow to the sound of the Shark People’s drums welcoming her, the Sky Priestess. Vincent Bennidetti and his crew flew the Sky Priestess on twelve missions and sank six Japanese ships before a fusillade from a Japanese destroyer punctured her wing tanks and took out her right engine. But even as they were limping back toward Tinian, trailing smoke and fuel, the crew of the Sky Priestess knew she watched over them. They were, after all, charmed. For the price of a blown kiss or a pat on the bottom, the Sky Priestess had ushered them into battle like a vicious guardian angel, shielding them even as the other bombers in their squadron flamed into the sea around them. She had shown them where to drop their bombs, then led them through the smoke and the flak back to Valhalla. Home. Safe. The copilot chattered over the intercom to the navigator, airspeed, fuel consumption, and now descent rate. If they lost any more airspeed, the B-26 would stall, so Captain Vinnie was bringing her down into sweet, thick lower air at the rate of a hundred feet per minute. But the lower they flew, the faster the fuel would burn. â€Å"I’m going to level her off at two thousand,† Captain Vinnie said. The navigator did some quick calculations and came back with: â€Å"At two thousand we’ll be short of base by three hundred miles, Captain. I recommend we level at three thousand for a safer bailout.† â€Å"Oh ye of little fucking faith,† Vincent said. â€Å"Check your charts for somewhere we can ditch her.† The navigator checked their position on the charts. There was a flyspeck atoll named Alualu about forty nautical miles to the south. And it showed that it was now in American hands. He relayed the information to the captain. â€Å"The chart shows an uncompleted airstrip. We must have chased the Japs out before they finished it.† â€Å"Give me a course.† â€Å"Sir, there might not be anything there.† â€Å"Ya fuckin’ mook, look out the window. You see anything but water?† The navigator gave him the course. Vincent patted the throttles and said, â€Å"Come on, sweetheart. You get us there safe and I’ll build you a shrine.† Sarapul was heading for the beach and the men’s drinking circle when he heard the drums welcoming the Sky Priestess. That white bitch was stealing his fire again. He’d been thinking all afternoon about what he would say at the drinking circle: how the Shark People needed to return to the old ways and how he had just the ritual to get everyone started. Nothing like a little cannibalism to get people thinking right. But now that was all ruined. Everyone would be out on the airstrip, drumming and chanting and marching around like a bunch of idiots, and when the Sky Priestess finally left and the men finally did show up at the drinking circle, all they would talk about was the wonderful words of Vincent. Sarapul wouldn’t be able to get a word in edgewise. He took the path that led away from the village and made his way toward the runway. After all, the Sky Priestess might pass out some good cargo and he didn’t want to miss out on his share. Sarapul had been permanently banished from the village of the Shark People ever since one of the chief’s grandchildren had mysteriously disap-peared and was later found in the jungle with Sarapul, who was building a child-sized earthen oven (an oom) and gathering various fragrant fire woods. Oh, the men tolerated him at the nightly drinking circle, and he was allowed to share in the village’s take of shark meat, and the members of his clan saw to it that he got part of the wonderful cargo passed out by the Sorcerer and the Sky Priestess, but he was forbidden to enter the village when women and chil-dren were present. He lived alone in his little hut on the far side of the island and was regarded by the Shark People as little more than a monster to frighten children into behaving: â€Å"You stay inside the reef or old Sarapul will catch you and eat you.† Actually, scaring children was the only real joy Sarapul had left in life. As he emerged from the jungle, the old cannibal saw the torches where the Shark People waited in a semicircle around a raised platform. He stopped in a grove of betel nut palms, sat on the ground, and watched. He heard a click from the PA speakers mounted on the gate across the runway and the Shark People stopped drumming. Two of the Japanese guards ap-peared out of the compound and Sarapul felt the hair rise on his neck as they rolled back the gate and fifty years of residual hatred rose in his throat like acid. The Japanese had killed his wife and children, and if there was any single reason to return to the old ways of the warrior, it was to take revenge on the guards. Music blared out of the PA speakers: Glenn Miller’s â€Å"String of Pearls.† The Shark People turned toward the gate and dropped to their knees. Pillars of red smoke rose from either side of the gate and wafted across the runway like sulfurous serpents. The distant whine of airplane propellers replaced the big band sound from the PA and grew into a roar that ended with a flash and explosion that sent a mushroom cloud of smoke a hundred feet into the night sky. And half-naked, the Sky Priestess walked out of the smoke into the moonlight. Chief Malink turned to his friend Favo and said, â€Å"Excellent boom.† â€Å"Very excellent boom,† Favo said. â€Å"There it is,† the copilot said. The B-26 was sputtering on her last few drops of fuel. Vincent nosed her over and started his descent. â€Å"There’s a strip cut right across the center of the island. Let’s hope we didn’t bomb the shit out of it when the Japs had it.† His last few words seemed unusually loud as the engine cut out. â€Å"No go-around, boys. We’re going down. Rig for a rough one and be ready for extreme dampness if we come in short.† Vincent could see patches of dirt on the airstrip, as well as fingers of vines and undergrowth from the jungle trying to reclaim the clearing. â€Å"You going in gear up?† the copilot asked, thinking that they might have a better chance of survival going over a bomb crater if they skidded in on the plane’s belly. â€Å"Gear down,† Bennidetti said, making it a command. â€Å"We might be able to land her gear up, but she’d never take off again.† â€Å"Gear down and locked,† the copilot said. They glided in about ten feet over the reef. A dozen Shark men who were standing on the reef dove underwater as the airplane passed over them as silent and ominous as a manta ray. Bennidetti flared the B-26 to drop the rear gear first and they bounced over a patch of ferns and began the rocket slide down the coral gravel airstrip. Without the engines to reverse thrust, Vincent had only the wheel brakes to stop the bomber. He applied them gingerly at first, then, realizing that the runway was obscured by vines that might be covering a bomb crater, laid into them, causing the wheels to plow furrows into the gravel and filling the still air with a thick white cloud of dust. â€Å"We still burning?† Vincent asked the copilot over the rumble. The copilot looked out the window. â€Å"Can’t see anything but a little black smoke.† The bomber rolled to a stop and a cheer went up from the crew. â€Å"Everybody out. Now,† Vincent ordered. â€Å"We still might have fire. They stumbled over each other to get out of the plane into the dust cloud. Bennidetti led them away at a run. They were a hundred yards from the plane before anyone looked back. â€Å"She looks okay, Captain. No fire.† That set off a round of cheering and backslapping and when they turned around again they saw group of native children approaching them from the jungle led by a proud ten-year-old boy carrying a spear. â€Å"Let me handle this,† Vincent told the crew as he dug into his flight suit pocket for a Hershey bar. â€Å"Hey, squirts, how you doing?† The boy with the spear stood his ground, keeping his eye trained on the downed bomber while the other children lost their nerve and backed away like scolded puppies. â€Å"We’re Americans,† Vincent said. â€Å"Friendly. We are bringing you many good things.† He held the chocolate bar out to the spear boy, who didn’t move or take his eyes off of the airplane. Vincent tried again. â€Å"Here, kid. This stuff tastes good. Chocolate.† He smacked his lips and mimed eating the candy bar. â€Å"You savvy American, kid?† â€Å"No,† the boy said. â€Å"I no speak American. I speak English.† Vincent laughed. â€Å"Well, I’m from New York, kid. We don’t speak much English there. Go tell your chief that Captain Vincent is here with presents for him from a faraway and most magical place.† â€Å"Who she?† the kid asked, pointing to the image of the Sky Priestess. â€Å"She your queen?† â€Å"She works for me, kid. That’s the Sky Priestess. She’s bringing presents for your chief.† â€Å"You are chief?† Vincent knew he had to be careful here. He’d heard of island chiefs refusing to deal with anyone but Roosevelt because he was the only American equal to their status. â€Å"I’m higher than chief,† Vincent said. â€Å"I’m Captain Vinnie Fuckin’ Bennidetti, Bad-ass of Brooklyn, High Emperor of the Allied Forces, Pilot of the Magic Sky Priestess, Swinging Dick of the Free Fuckin’ World, and Protector of the Innocent. Now take me to your chief, squirt, before I have the Sky Priestess burn you to fucking ashes.† â€Å"Christ, Cap’n!† the bombardier said. Vincent shot him a grin over his shoulder. The kid bowed his head. â€Å"Christ, Cap’n. I am Malink, chief of the Shark People.† The Sky Priestess came out of the smoke and took her place in the middle of the semicircle of Shark People. Women kept their eyes to the ground even as they pushed their children forward, hoping that they would be the next to be chosen. The Sky Priestess threw the tails of her scarf over her shoulder and the music from the PA system stopped abruptly. The Shark People fell to their knees and waited for her words, the words of Vincent. It had been months since anyone had been chosen. Malink rose and approached the Sky Priestess with a coconut shell cup of the special tuba they had made for her. He was as stunned by her now as when he had first seen her painted on the side of Vincent’s plane. She drained the cup and handed it back to the chief, who bowed over it. â€Å"Still tastes like shit,† she said. â€Å"Tastes like shit!† the Shark People chanted. Beth Curtis turned her head to suppress a smile and a belch. When she turned back to Malink, her eyes were fury. â€Å"Who speaks for Vincent?† â€Å"The Priestess of the Sky,† Malink answered. â€Å"Who brings the words and cargo from Vincent?† â€Å"The Priestess of the Sky,† Malink repeated. â€Å"And who takes the chosen to Vincent?† â€Å"The Priestess of the Sky,† Malink said again, backing away a step. He’d never seen her so angry. â€Å"And who else, Malink?† â€Å"No one else.† â€Å"Damn straight no one else!† She spat so violently she nearly disengaged the bow from her hair. â€Å"You told the Sorcerer that Vincent came to you in a dream. This is not true.† The Shark People gasped. Despite what the Sky Priestess and the Sorcerer thought, Malink had told none of his people about the dream. But Malink was confused. He had dreamed of Vincent. â€Å"Vincent said that the pilot is coming. That he is still alive.† â€Å"Vincent speaks only through me.† â€Å"But – â€Å" â€Å"No coffee or sugar for a month,† the Sky Priestess said. She pulled her scarf from her shoulders and the music began again. The Shark People watched as she walked away. There was an explosion across the runway and the Sky Priestess disappeared into the smoke. How to cite Island of the Sequined Love Nun Chapter 20~23, Essay examples

Evaluating Marketing Strategy and Recommendations †Free Samples

Question: Discuss about the Evaluating Marketing Strategy and Recommendations. Answer: Introduction Marketingstrategies in different organizations persists as the process of setting the correct product in the appropriate place, in due course, and at the proper price for its customers. The use of differentmarketing mixes forms the best way to assist in ensuring that an organization put its products in the proper place. Therefore promotion mix continues to be a critical device. It helps in considering the kind of product or service to give. It also assists on how to prepare for the flourishing product contribution. Eight promotion mix concepts have evolved to create a comprehensive framework for marketing services (Haskova, 2015). This paper examines the eight marketing combination of the Starbucks organization that deals with production and sales of coffee and its products to the global population. The ideas presented in this paper describe the eight marketing mix concepts theoretically by applying to the distribution and sales of coffee products by Starbucks Organizations. Besides, the views examine how Starbuckss eight selling mix maintains the organization stands as the leading coffee house globally. Eight combinations of marketing of Starbucks Coffee Organization Starbuck organization is the principal organization in global society and offers the supreme experience to its clients. It incorporates the use of eight marketing mix to arrive at its major mission that lies in Fair Trade. The marketing mix has allowed the organization to sign their permit agreements together with their coffee purchase in the publicly responsible and ethical approach (Dominici, 2011). The principal purpose of focusing on the marketing mix is to enable the organization to offer their consumers with vast experience not just the cup of coffee. The eight marketing mix facilitates the identification the major components of the marketing plan used by Starbucks Organization. According to Boer (2013), the use of eight marketing mix allows Starbucks to continue to innovate its product mix. The aim of the innovation is to enable the organization to capture more of the market in a competitive environment.The constituent of the promotion mix concentrations on what the firm gives to consumers. The eight marketing mix in the Starbucks consist of every activity that the organization does to influence the demand for its coffee products. There are eight major market combinations that the team follows to remain as the leading coffee brand producer and seller. The eight variables consist of product, price, promotion, distribution, partnership, people, process, along with physical evidence (Allan, 2013). All these variables refer to the 8ps of marketing in the business sector. Product relates to the products and service arrangement that organization gives to the objective marketplace. Price applies to some money clients have to pay to obtain coffee products. As reported by Shin Lee (2015), promotion remains to be actions that share the advantages of the coffee product while persuading target consumers to buy a given products. Place within the marketing mix includes activities of the company that makes the coffee products available to target customers. The people in the market mi x refer to the workforce essential in the production and sales of the coffee product in the market. The process focuses on the standard operating procedures on how to deliver coffee services (Yelkur, 2012). Furthermore, the marketing mix of positioning tends to explain where the organization wants to fit in its industry with the strategy of marketing as its principal determinant. The performance also refers to productivity examines how well the service of the organization compete in the global marketplaces. Product Starbuck Organization focuses on the provision of premium coffee products to its customer to hold its market position. It provides coffee products that help its clients to have an unforgettable experience. The organization stands its operation in the marketplace by always aiming to develop their coffee products along with releasing inferior coffee products to its esteemed customers. Phillips Rippins (2012) accounts that the organization has always been able to set its operations to monitor every step involved in the production of coffee and their products. The organization has been able to buy the whole bean as well as dark roast coffee from different places that grow coffee like Kenya, Costa Rica, Ethiopia, and Sumatra. They then roast coffees grains in their factory before selling in stores distributed all over the developed countries. The product as a marketing mix helps the Starbuck to deal with various activities that affect its operations like the sale of coffee products, the competition in marketplaces, and substitute for the coffee products. It aims at the provision of several tangential coffee products that are essential in the market (Slater et al., 2013). The consideration of product as a marketing mix affects other decisions on how the organization should market its coffee products. Starbucks organization always focus on having the clear grasp of exactly what their coffee products are and what makes these products unique before they lucky make it and release them for sales in their stores. All the products produced during the operation of the company focus on the satisfaction of the consumers wants. For example, Starbucks organization uses cream milk in India rather than skim milk. The organization arrived at such an idea because resides in India always prefer more cream added in their coffee, but not ski m milk. Vorhies Morgan (2013) accounts that if the coffee beverages have skim milk, Indians will fell like deceived. Therefore, for the organization to fulfill the requirement and satisfaction of their clients, they organization has created some exclusive product with several flavors and taste to suit the various type of consumers. Price Starbuck organization has the clear vision that is to have the personal together with direct relations with its esteemed clients. Therefore, the relationship allows the organization to have the direct supply chain for the coffee producers to the loyal customers. According to Bharadway (2013), the organization has their chains all over the global marketplaces. For instance, In the United States of America, Starbucks organizations is the household title, and one can find its stores that deal with coffee sales in almost all neighborhoods states (Engelen, 2011). The organization caters to customers interchange by ideas of establishing bars that deal with sales of coffee to clients. Srivastava (2015) laments that Starbucks organization aims to limit their operations by developing other stores like stealth channels. The outlet is the avenue titles instead of Starbucks to attract more clients in the ever-changing coffee market due to competition from their chief rivals like MacDonald Stores who also deals with the sales of coffee products (Irwin et al., 2013). The organization has been able to channel a lot of their revenues from the sales of coffee products in the guidance of their workforce to ensure that clients have the much needed pleasant experience of coffee products. Consequently, the concept of pricing on coffee products and brands may require being in a position that varies on price points.The price elasticity of the Starbucks organization affects its activities for distribution, partnership, people, and process in the strategies used in marketing its coffee products. Moreover, the value of coffee product relies greatly on the price and quality of the coffee product (Susanty Kenny, 2015). To distinguish Starbucks Organization from its competitors, it uses premium price as one of the major factors to boost the sales of its coffee products. Therefore, the price of coffee products offered by Starbucks tends to be slightly higher than competitors. Their customers are always willing to spend the budget for their coffee products just because the organization provides the products of excellent quality compared to their competitors (Haskova, 2015). The company also provides the comfortable environment, different tables together with conveniences for t he customer to take the break in their busy life. Promotion The availability of coffee goods and the price tag on each product enables the organization to focus on efficient promotion process. Promotion of coffee products in Starbucks focuses on several ways that marketing agencies disseminate relevant information of their coffee products to consumers while differentiating the particular product or service. The promotion strategies that applies to Starbucks organization comprises of advertisement, the use of standard media platforms, email marketing, commercialization by the use of engine search, and video marketing among other strategies (Slater et al., 2013). Every policy of promotion always receives support from a well-positioned brand to truly maximize return on investment. However, Starbucks does not focus on investing a huge sum of money on advertisement. Starbucks focuses on ideas of using the additional earnings for discovery along with the acquisition of ultimate settings for their outlet stores. The company has several other promotional activities that consist of printing information to tee shirts and mugs to help in advertising their services to consumers. The organization has also been able to come out with the idea of smart partnership. The smart company strategies focus on appointing local representatives as their ambassadors to assist them in endorsing their brands. The company promotes its coffee products by the process of giving out gift cards to their loyal customer (Midgley Venaik, 2015). The idea aid in the promotion of their products to their loyal clients but it also attracts other clients. The idea helps in the provision of free advertisement. The company also provides coffee to several offices without any size restrictions. The official mission of the company allows it to promote its products to different clients. Distribution The distribution of coffee products is an essential task in operation of Starbucks. It involves ideas of locating the correct products in appropriate place at the proper time with the appropriate price. It is critical for the organization to evaluate what the ideal processes need to be conductible to help in converting potential clients into real customers during the distribution process. Starbucks coffee organization embraces the use of more than one channel for distribution of their coffee products (Shin Lee, 2015). The organization sells their coffee products through the organization owned stores or through the direct retail system. The organization also embraces the use of importing beans of coffee from the best garden before they process as well as sell the coffee using their product description. From Taecharunrojs (2016) report, Starbucks Organizations collaborates with hotels, airlines, and office coffee suppliers. The idea assists the organization to cater to the need of the consumers in the wider marketplaces in the global communities. As reported by Luca Suggs (2013), in recent times Starbucks have their coffee along with tea products available in more than forty grocery stores out of which three thousand operates in the United States. Partnership The collaboration of management of the organization to its employees and customers remains to be an essential factor in improving how the company operates. The partnership enables the improvement of productivity as it improves the ability to deliver to consumers the best and quality coffee products. Moreover, Starbucks uses it set marketing mix of partnership as an approach to developing its brand image along with popularity in the competitive global marketplaces (The marketing mix: a review, 20140. With the production of strongest coffee brands in the industry, the organization tends to show how the effective marketing mix supports the development of the brand and growth of business. The Starbuck organization also changes its marketing mix over time (Mayer et al., 2012). The change of marketing mix thereby emphasizes the need for the industry to evolve its several aspects to maintain competitiveness. People The company focus on the ideas of selecting hiring, recruiting, as well as retention of people who will be assignable to do the job that needs to boost operations of the company. The position assigned to people are always the cost necessary parts of the coffee business.The people within the functioning of the store include the chief executive officer, interim vice president, nonexecutive board, and president of global consumer products for other people. In most cases, many consumer rates their service experience on the person that delivered it to them during their visits to the coffee stores. According to Johnson Sohi (2017), professionalism along with courtesy goes a long way in any service business to achieve maximum profits. Besides, other attributes become critical depending on offered services. Process Starbucks Organization functions firmly following the joint mission along with certified actions with the partnership among consumer. The organization focuses on global specialty measures that consist of coffee stores in over forty nations and accounts for foodservice in places like the United Kingdom and Canada. To maintain the momentum as well as satisfying their clients, Starbucks expands its coffee and food categories that were seven and eight initially. According to the report by Engelen (2011), Starbucks stores have developed their coffee products continuously, and they have been able to launch different products. They have launched a product from coffee like Tazo Tea that helps in attracting all consumers who love tea in regions like India. As Dominici (2011) report, the globally, Starbucks stores have over one thousand various variants available to their clients. Along with such idea, Starbuck also offers different products to their customers from season to season. The offere d coffee products comprise of Frappuccino, Strawberry cream in summer and various letters like gingerbread latte during Chrismas seasons. As reported by Allan (2013), in Starbucks Organization one can find coffee makers and Starbucks cappuccino that most people love. The company designs their operational processes to maximize the enjoyment of consumers throughout their visit to coffee stores. Physical evidence The company provides the necessary data on its products of coffee, business corporations, as well as career prospects on its Web platforms. The use of such strategies helps the company to reach a range of consumers in a short period. Besides, the company uses its known logo that is green while featuring the moderately nude sites. The use of logo helps the organization to stay mostly changed since it focuses on primitive operations (Slater et al., 2013). However, the logo has undergone some adjustments to fit global awareness. Moreover, Starbucks organization closed the use of pre-ground coffee beans in its retails. The idea has allowed the organization to avoid the issue of grinding the whole grain of coffee that might bring aroma, romance, and the threat to American stores. These markets mix in Starbuck Organization present all the visible together with tangible traces that their customers encounter before buying coffee products (Haskova, 2015). The parts of physical evidence in Sta rbucks Organization include advertisements, reception areas, corporate brochure, and uniform of staffs. Evaluation The coffee marketing field continues to experience various challenges that need the transformation in the ability and charge of Starbucks Stores. Another danger that Starbuck faces in its operation in the growing economy is distress for an organization that enables it to be surpassable in completion. The challenge can result in both costs and on the quality of coffee products (Everything but the coffee: learning about America from Starbucks, 2013). Additionally, coffee stores competitors pose a threat to Starbucks organization in an attempt to offer the best excellence, service, along with understanding to its clients while the cafe entrants to the industry aid in promoting their specialty products of coffee on the cost saving platforms (Muhammad et al., 2011). Overall marketing strategies as presented by the eight market mix focus on the effective targeting high-value sources of growth of the organization. With the advanced fascination that arises to marketing concepts, new tactics and digital technologies continue to be proven to have the disproportionate impact on the value of created business plan. The establishment of a detailed understanding of coffee product enables the organization to start making some decisions concerning pricing of their coffee products (Midgley Venaik, 2015). From Boer (2013) study, the price of commodities and its determinations impacts profit margins, demand, and supply, along with a strategy to be applicable in marketing. The marketing mix in Starbucks Coffe Organization remains to form the set of handy along with planned marketing devices that the business combines to create the response vital in marketplaces. The organization significantly uses alliances to expand market reach, improving the image of their coffee products, and developing greater profit to the company. Starbuck organization due to their stance along with quality in marketplaces relates to the use of eight marketing mix to ensure that they work by their business plan. The company utilizes the marketing mix strategies by the use of focus differentiation in marketing and advertising directions. The company embraces the stance as product excellence organizer and industry section leader (Vorhies Morgan, 2013). Besides, the organization fails to involve advertising of coffee products using ancient approaches, but it instead focuses on excellence marketing and marks of essential alliances and collaborations. Therefore, Starbucks organization uses marketing mix to avoid promoting its activities. According River-Cannino (2017), Starbucks organizations do not forcefully market the organization or coffee products. Besides, the set s trategies are motivating the retailing of the organization through the companys image. Moreover, outcomes of organizations interest to describe and customers experience, hard work, the exemplary process of arriving at decisions, together with employees training are some of the most values that make its brands to be a global brand. Therefore, utilization of alliances remains to be the cornerstone of the corporation of Starbucks organization marketing strategy. Recommendation and Conclusion The Starbucks organization continues to be lucrative with the segregation focus plan owing to the application of the eight markets mix. The prospect of the organization might be in some danger because of the growing competition with no adequate transforms in operations. It is ideal for the organization to uphold the secure watch on coffee firm and competitors on the market, special creations of other coffee stores along with the cafe company competitors to the subject marketplaces for coffee (Dorn et al., 2016). With the availability of competitors in the market, it is important for Starbucks stores to acquire approaches to remain cost aggressive while they provide excellence coffee products. Moreover, Starbuck organization should consider the idea of implementing the policy for marketing despite the associations that do not exclusively relies on awareness of the brand, status, and rumors. It is also recommendable that the organization to widen the concentration from merely high valu es due to the current economy by providing the financial wrap or economy donation during the desperate crisis in the financial sector. The strategy should not necessarily be lasting, but it should clarify the endurance of the organization because of the more terrible financial times (Phillips Rippins, 2012). The approach can help in maintaining the base of the customer of the company through the growing wallet of consumers. In conclusion, operations for the provision of coffee products by the Starbucks organization continues to be in developing phase and with little proposals that follow the eight marketing mix for improvement. The improvement can focus in Starbucks operations to persist as the product chief position presently assumed in the specialty industry of coffee in the prospect marketplaces. References Allah Pitchay, A. (2013). Marketing Mix from Islamic Marketing Perspective. SSRN Electronic Journal. https://dx.doi.org/10.2139/ssrn.2017488 Bharadwaj, A. (2013). Privatization of Security: The Mercenary-Market Mix. Defence Studies, 3(2), 64-82. https://dx.doi.org/10.1080/1470243032000214278 Boer, K. (2013). Interaktivitas sebagai Strategi Mediated Communication pada Fans Pages Starbucks Coffee Indonesia. Jurnal ILMU KOMUNIKASI, 10(2). https://dx.doi.org/10.24002/jik.v10i2.348 Dominici, G. (2011). From Marketing Mix to e-Marketing Mix: a literature overview and classification. 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The Effect of Advertising on Youth a Focus on the Tobacco Industry Essay Example

The Effect of Advertising on Youth a Focus on the Tobacco Industry Essay Advertising is a one-way communication whose function is to notify possible customers about products and services and how to acquire them. Every major medium is used to deliver these messages, including: television, radio, movies, magazines, newspapers, video games, the Internet and billboards. Advertising is often placed by an advertising agency on behalf of a company. One definition of advertising would be: Advertising is the non personal communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media. (Richard F. Taflinger). In other words, advertising could be categorized as a facet which feed the consumer with information regarding a specific product that the consumer is could be purchasing. However, the aim is not only providing information about a given product, but also it should be born in mind that advertising provides all sort of information regarding the advertised product to the consumers. (Nelson, 1974). In an attempt to stress the significance of advertising on youth, the researcher thought of integrating a specific industry which had a lot of controversial literature and its effect on youth. The industry in hand is the tobacco industry. Research Objectives: The main objective of this paper is to draw the lines to the direct connections in terms of effectiveness between advertising and youth aged 15 to 25 years. We will write a custom essay sample on The Effect of Advertising on Youth a Focus on the Tobacco Industry specifically for you for only $16.38 $13.9/page Order now We will write a custom essay sample on The Effect of Advertising on Youth a Focus on the Tobacco Industry specifically for you FOR ONLY $16.38 $13.9/page Hire Writer We will write a custom essay sample on The Effect of Advertising on Youth a Focus on the Tobacco Industry specifically for you FOR ONLY $16.38 $13.9/page Hire Writer In an effort to emphasize this connection, the researcher tried to depict the effects of advertising on youth through the case of tobacco industry. Tobacco advertisements are considered here a vehicle to which the researcher planned to utilize to investigate the effects falling on youth. However, the researcher took a focus on cigarettes specifically, excluding other products of tobacco such as cigars and water pipes (shisha). Research Importance: The importance of this research, as the researcher perceives it, lies in the fact that advertising has taken a long course of development through the years to reach its 3- present influential status. However this status proved to be a double edged weapon when it comes to its medium of usage and the effect of on its target groups. In the following pages, a review of the literature would show the various effects of advertising on youth focusing on the tobacco industry. Literature Review: Function of Advertising: For the advertisement to reach its goal, it has to hit on the emotions of the viewer. This does not have to mean making advertisements that stress emotions, but rather advertisements that connects emotionally with consumers. This is the way to increasing product sales, broadening market share, or remind the consumer of the advertised product if this is the companys aim. Advertisements could also affect other non-using consumers by persuading them to purchase the new product. Such process could lead consumers to switching their product preferences and eventually becoming loyal consumers. (S. P. Raj, 1982). Significance of Advertising: In this competitive and fierce market, every company aims to have the most market share, and the most demand of the customers toward its products. Consequently, companies try to make the most attractive and effective advertisements about their new products, which reveals the importance of advertising in order to be able to compete better with other products. (Becker Murphy, 1993) Advertising plays a large role toward the consumer in order to remind him with the brand name and the product, also the product which have the most possibility in purchasing it habitually, so it plays a big role in improving the consumer mind with the product. Therefore, when the company is creating an ad; it should inform the consumers about the product and the brand, so as to obtain a positive effect toward the brand from the consumer, and this may lead to that the consumer will start thinking about this product that he may purchase and that is the purpose of any company when it makes an ad. (Kolter Armstrong, 2006) -4- On the other hand the product or the brand that is not well know toward the customers the company must create a lot of advertising in order to inform the customers about the brand, and this is an important reason that the product is well known to all the customers. Advertisements play a big role in which it increases the demand toward any product and it also may discourage a customer from switching behavior from one product to the other. And there are many advertisements that provide very little direct information about the product, but they provide the customers with indirect information about the quality of the product that is advertised. (Becker Murphy, 1993) The customers mostly get affected by the social and the psychological forces that the advertisements are created in; thus the company has to choose a good media, time, and places in order to inform all the customers about the product. Nelson, 1974) Advertising tends to affect the consumers who know the product well and the consumers who still don’t know it well. So it affects the consumers who are having the higher loyalty of the product in order to keep them up dated with the product so as not to forget it and let them purchase more and more of the product, but on the other han d the consumers who are having low loyalty with the product, the aim from any advertising that a company makes is to let them know the product and to keep with them until they start purchasing the product usually. And also a main point that the adverting aims to do is to make the consumers switch from the competitive products to the product of the company that is advertised now, and all of this depends on how the companies make their ads in order to be effective so it can affect the consumer when he sees it. (S. P. Raj, 1982) Advertising focuses on how it keeps the brand familiarity with its consumers, so it differs from a company that makes advertising for the customers who are still not familiar with the product. So as we see that the main aspect that the companies concentrate on now is to make advertisements that will have an effect on the consumers who are already familiar by the brand, so what any company want to reach from this point is to keep the brand information in the consumers mind so as they do not forget it and start looking for another brand that is competitive to our brand. (Kent Allen, 1994) There are now some companies that think that the advertising and the promotion makes the consumers much aware about the prices, and this had resulted in that the companies had decreased the effective prices that they charge on the products. 5- So now some companies tend to see and ask if the consumer may have a response toward any changes in the marketing mix strategies over a long period, for example, could this consumer changes his price sensitivity over a long period, or does his sensitivity toward the prices could increase and change over a long period and what are the aspects that had affected this changes, for example, if the company makes some changes in the advertising or promotions so could this result in a change in the consumers price sensitivity. (Mela, Gupta Lehmann, 1997) So these tasks will not esult only in the process that will let us know the differences and changes that will occur in the consumer’s behavior over a long period, but it will also help us in improving and providing better pricing, advertising, and promotion policies that will result in the improving the manufacturing process of the company. A long term period effects means that the companies tend to increase the consumers loyalty toward choosing their brand through making an effective advertising and promotions, and this processed over a long period, so that is why it is called the long term effect. Mela, Gupta Lehmann, 1997) However, the effect of advertising on consumers might differ depending on several factors. First, the consumer differences effect on advertising where any company or advertiser must take in to consideration that the advertising that they create must have a positive effect on the customers in order to grab their attention toward the product. It is also important to understand and to know the feelings and the attitudes of the customers, toward the product or the brand according to the ad that he watch and also how does his feeling is related through his contact to the ad. Edell Burke, 1987) Now most of the companies that intend to create an ad they attempt to concentrate on how the ad can affect the consumer emotions so that he can feel that this product is good and have better quality than other competitors, but this is not an easy job that may be done, because the emotions of any consumer is very hard to be affected with a normal ad, so there must be a different task to be done in o rder to affect the consumer emotion and all this will affect the consumer behavior. Kolter Armstrong, 2006) Second, the effect of consumer awareness of the product on advertising since the kind of any advertising differs from one good to the other because the goods that are already well known will not have a lot of ads in order to inform the consumer, but on the other hand the products that are unknown these are the ones that needs a lot of -6- advertising and concentration from the company toward this product so you can let your product to be well known in a little period of time. (Nelson, 1974) Chronologic development of Advertising: The 1960s saw advertising transform into a modern approach in which creativity was allowed to shine, producing unexpected messages that made advertisements more appealing to consumers eyes. The Volkswagen ad campaignfeaturing such headlines as Think Small and Lemon (which were used to describe the appearance of the car)ushered in the era of modern advertising by promoting a position or unique selling proposition designed to associate each brand with a specific idea in the reader or viewers mind. This period of American advertising is called the Creative Revolution and its poster boy was Bill Bern Bach who helped create the revolutionary Volkswagen ads among others. The late 1980s and early 1990s witnessed the introduction of cable television and particularly MTV. Pioneering the concept of the music video, MTV ushered in a new type of advertising: the consumer tunes in for the advertising message, rather than it being a byproduct or afterthought. As cable and satellite television became increasingly prevalent, specialty channels emerged, including channels entirely devoted to advertising, such as QVC, Home Shopping Network, and ShopTV. The same advertising techniques used to promote commercial goods and services can be used to inform, educate and motivate the public about noncommercial issues, such as AIDS and political philosophy. Advertising, in its noncommercial appearance, is a powerful educational device capable of reaching and motivating large audiences. Advertising justifies its existence when used in the public interest it is much too powerful a tool to use solely for commercial purposes. Attributed to Howard Gossage by David Ogilvy. Weighing Advertising: A way to measure advertising effectiveness is known as ad tracking. This advertising research method measures shifts in target market perceptions about the brand and product or service. These shifts in perception are plotted against the consumers’ levels of contact to the company’s advertisements and promotions. The -7- principle of Ad Tracking is generally to measure the effect of the media weight or spending level, the effectiveness of the media targeting, and the quality of the advertising implementation. The effect of advertising has been a matter of significant discussion and many different claims have been made in different situations. Over the past fifteen years a whole science of marketing research has been developed to find out the effect of advertisements on consumers, sales, profit and market share. During debates about the banning of cigarette advertising, a common claim from cigarette manufacturers was that cigarette advertising does not encourage people to smoke who would not otherwise. The opponents of advertising, on the other hand, claim that advertising does in fact increase spending. According to many sources, the past experience and state of mind of the person subjected to advertising may determine the impact that advertising has. Children under the age of four may be unable to differentiate advertising from other television programs, while the ability to determine the honesty of the message may not be developed until the age of eight. Effects of advertising vehicles on consumers: No one can deny that advertisement has become a very familiar aspect in our lives. Companies and businessmen tend to use advertisements as a method of selling and presenting their merchandise and services, using many forms of ads such as billboards, posters and mails. People are subjected on a daily basis to various advertisements starting from offering the most basic needs to highly luxurious goods. Such advertising has a direct impact on the human behavior that aims at pushing them to desire certain goods or services, and convince the public to behave in a profitable way to the advertiser, which make businessmen, have the will to pay millions of dollars on advertising (Maxwell 1931, 430-432). Previous studies by Lavidge and Steiner (1961) described the target of advertising based on three main purposes: cognitive, affective and conative. The cognitive purpose provides information in order to give the viewers enough knowledge about the product. The affective purpose is to persuade through generating -8- fondness and liking of the product. Lastly, the conative purpose is to arouse desire to actually buy the product (Grewal, Kavanoor, Fern, Costly and Barnes 1997, 2). Although advertising has a powerful impact on the human behavior, yet people should be cautious when dealing with such phenomenon, as it may have harmful, as well as, advantageous effect. In considering some of the positive outcomes of advertising, it can be suggested that it reduces cots for consumers, by arousing demands which leads to large scale production. Also, it raises the standard of living through educating the public to utilize products that are being supplied by government, individuals, industry and other institutions (Maxwell 1931, 431). There are also quite detrimental effects of advertising as for example some might aim at arousing the desire to buy harmful or unwanted products such as cigarettes. Advertising also overstates health superstitions, political prejudice through giving false notions. Moreover, it has a great influence on determining the lifestyles and habits of people, which makes these modes of living in the hands of producers and merchants who seek only profit (Maxwell 1931, 431-432). As a result of this huge manipulation of advertising on their lives, people should take precautions while dealing with such social force. They should be able to exploit advertising in an efficient way that ensures desiring worthy products, and resist the negative influence of advertising. In order to achieve such ability, people should have education, even in public schools, on how to response to advertisements appropriately, as it is a very common activity in our lives (Maxwell 1931, 432-433). Many previous studies agreed that the effect of television advertisements over time increases, stabilize, and ultimately decreases, which is called commercial wear out. For advertisements to regain its effectiveness, a period of no exposure should take place (Burke and Edell 1986, 114-117). The issue of how people remember TV commercials that suggest emotional reaction and those that do not, was also investigated. This process mainly depends on the executional attributes of the ad and the people’s processing when they first watch the ad and then when they try to remember it. It was asserted that recognizing the memory of advertisements is important due to the following reasons: a) people may tend to use these memory -9- ketches while deciding which products to buy (Baker Lutz, 1987; Biehal Chakravarti, 1986; Friestad and Thorson 1993, 2), b) advertisers may find ways of refreshing ad memories of people by setting â€Å"cues† in the places where they make their buying decisions (Keller 1987; Friestad and Thorson 1993, 2), c) measuring the level of ads recall is used in evaluating the effectiveness of the ad (Friestad and Thorson 1993, 1-2). During the process of watching TV advertising, people make decisions concerning the amount of attention and concentration towards the ad. Some people do no have a certain objective in mind while watching an ad, which leads to disperse of their cognitive resources as they are less involved in the viewing (Stephens Russo, 1987; Friestad and Thorson 1993, 3). In this type of viewing the level of classification, assessment and integration is very low, while other aspects such as insight and comprehension prevail (Greenwald Leavitt, 1984; MacInnis Jaworski, 1989; Friestad and Thorson 1993, 3). While on the other hand, people who want to evaluate during the view of ads will direct their cognitive resources to information significant to their evaluation. This type of viewing may produce two types of memory traces. First, an episodic memory structure, in which the task generated in the people’s minds, focuses cognitive resources on information relevant to that task. Second, a semantic knowledge structure is produced which includes only the task- relevant information and any accompanying evaluations (Lichtenstein Srull, 1985; Friestad and Thorson 1993, 3). Previous studies proved that events that arouse emotional reactions are more likely to be remembered than non-emotional events (Bolles, 1988; Brewer, 1988; Nilsson, 1984; Friestad and Thorson 1993, 5). It is proposed that ads that arouse emotional reactions is very much associated with episodic encoding processes (Tulving, 1983; Friestad and Thorson 1993, 5), and that the lack of any encoding objectives increases the viewer’s propensity to experiential encoding, due to the focusing of the viewer’s emotional reactions resources on the parts in the ad that arouses his emotion (Friestad and Thorson 1993, 5-6). Many researchers such as Scherer and Ross (1990) discussed the idea of advertising products that have very small differences in appearance and physical 10 haracteristics, on a very large scale. An example that would illustrate more is the industry of soft drinks, where the two leading market competitors are Coca-Cola and Pepsi. Both of them have a huge advertising campaign, yet they are extremely similar, even regular drinkers can hardly differentiate between them. The same goes with the industry of coffee, beer and cigarettes (Von Der Fehr and Stevick 1998, 113) . It has been proved that if advertising increases supposed product differences, levels of equilibrium advertising decrease in the extent to which product are differentiated. While if advertising supreme product diversity, then advertising levels increase in the extent to which products are differentiated, whereas the motivation that increases readiness to pay is insignificant to the level of product differentiation (Von Der Fehr and Stevick 1998, 124). Types of advertising: Moving on to the types of advertising, a variety of types has been studied including comparative and non-comparative, political and persuasive advertising. Comparative and non-comparative advertising: Comparative advertising has proven to be one of the most widespread and popular types of advertising in the United States media. This popularity is probably a result of the support of unambiguous comparisons by the Federal Trade Commission (Tannenbaum 1974; Wilkie and Farris 1975; Grewal, Kavanoor, Fern, Costly and Barnes 1997, 1), as well as the advertiser’s confidence of its success. Comparative advertising can be defined based on two principles. First, comparative ads whether unambiguously (Wilkie and Fan-is 1975; Grewal, Kavanoor, Fern, Costly and Barnes 1997, 2) or ambiguously (Jackson, Brown, and Harmon 1979; Grewal, Kavanoor, Fern, Costly and Barnes 1997, 2) makes a comparison between two or more brands in the same general product or service category. Second, comparative ads compare brands based on their products’ attributes (Wilkie and Farris 1975; Grewal, Kavanoor, Fern, Costly and Barnes 1997, 2) or market positions (McDougall 1976; Grewal, Kavanoor, Fern, Costly and Barnes 1997, 2). Therefore, a brand that would assert it’s better than another one without explaining its methods of achieving such position is not using a comparative system (Grewal, Kavanoor, Fern, Costly and Barnes 1997, 2). 11 However, present experimental studies proved that the effectiveness of comparative advertising is unclear. Some researchers stated that there are certain advantages that are accompanied with comparative unlike non-comparative advertising (Drijge and Darmon 1987; Miniard et al. 1993; Pechmann and Ratneshwar 1991; Pechmann and Stewart 1990a; Rose et al. 1993; Grewal, Kavanoor, Fern, Costly and Barnes 1997, 1), while others reported that comparative is usually associated with objectionable results (Belch 1981; Golden 1979; Goodwin and Etgar 1980; Levine 1976; Swinyard 1981; Grewal, Kavanoor, Fern, Costly and Barnes 1997, 1). Political advertising: It has been claimed that political advertising, which aims at influencing the political behavior of the people, is believed by candidates to have the ability to affect the voters’ decisions, which is clearly shown in the huge amounts of money spent on the advertising campaigns. Reporters as well, have the same belief shown in the wide coverage of advertisements (Adatto 1990; Kahn and Geer 1994, 93). For example, many researchers stated that George Bush’s campaigns played a major role in defeating Michael Dukakis (Kahn and Geer 1994, 93). In fact, political advertising can somehow influence the public’s views, as it provides information to voters that might affect their considerations while voting. Previous investigations of the genuine substance of ads illustrated that it stresses relevant matters and personal characteristics of the candidate (Joslyn 1980, 1981; Kaid and Davidson 1986; Kern 1989; Shyles 1984a, 1984b; Kahn and Geer 1994, 94). Therefore the provided information increases the voters’ knowledge about the candidate which might eventually turn their evaluation of him (Markus 1982; Markus and Converse 1979; Kinder 1986; Brady and Johnston 1987; Kahn and Geer 1994, 94). A good example would be the case of Bill Clinton, as many didn’t know his personal background, the information and advertisements that focused on his background provided new and critical information about him that totally changed the view of many people towards him (Kahn and Geer 1994, 94). Being one of the most widely spread and used mediums of information and entertainment, Television has grown to be an established tool of sharing information 12 capable of effectively reaching different segments of a society. However, and despite such influence, there have been hardly a few number of studies tackling the behavioral aspect of viewing Television, specifically at home. (Anderson Lorch 1986, 1024). Significance of TV as an advertising vehicle: Therefore, and due to this shortage of a profound viewing of behavioral patterns of different age groups within youth age range, the researcher will discuss briefly the Television viewing behavior of children as it is the stage right before youth which is the main core of this study. (Anderson Lorch 1986, 1024). Previous studies show that regular viewing of Television begins during the early years of a child. According to a study in 1961, it has been noticed that Television viewing starts at the age of 2. 5 years, increases during pre and early school years, declines through adolescence and climbs up again among the elderly. (Schramm 1961; Comstock 1978; Anderson Lorch 1986, 1024). Moving on to factors affecting Television viewing behavior, a laboratory study found out that viewing behavior depends on physical and social context of the viewing state, on the formal features and comprehensibility of the material viewed, including other correlated factors. Nevertheless, it was noticed that mostly children from infancy till the age of 9 are the most attracted to Television. However, 5 year olds held a higher recall rate of auditory material than 9 year olds only when having a visual. That has been relied to the fact that during this age, the child is undergoing a phase of visual exploration and this medium –Television- offers the best resort for such appetite. (Alwitt Anderson 1980; Anderson Levin 1976; Anderson Lorch 1981; Anderson Lorch 1986, 1025). Meanwhile, in another study carried out using time lapse cameras in home, it was found that 19% of the time the Television was on no one was in the viewing room and that pre-school children were the least attentive to material viewed. Another study using video cameras installed in homes claimed that viewers usually engaged in other forms of activities rather than viewing aired material. Teens held the highest rate of attention, followed by adults and lastly children. Another longitudinal 13 observational study in 1980 recorded a tremendous escalation of attention from among viewers aged 12 to 23 months. Bechtel Achelpohl 1972; Allen 1965; Carew 1980; Anderson Lorch 1986, 1025-1026). On the other hand, and by examining findings of the study in hand, results showed that there was no relation between the age of the viewer and the time spent in front of the Television set. A highly significant percentage of increase in visual attention was determined among o-5 year olds which stopped during school years and declined during adulthood. There was also no evident relation between the time spent with the Television and the degree of attention among viewers. Findings stressed on the incident that a rise in time spent with the Television was associated with children till the age of 10 and started to decline afterwards. (Anderson Lorch 1986, 1030). A high level of visual attention through later childhood and adolescence was witnessed bearing in mind that a decline takes place after the age of ten. Therefore, the Television was considered to be a highly effective medium of spreading information and viewing different entertainment material to various groups of the society, especially for older children and teens. (Anderson Smith 1984; Anderson Lorch 1986, 1031). The effect of TV advertising on youth: Now that it was proven through different studies that Television does attract the attention of various age groups, especially children and teens, it would have considerable significance to discuss the effect such medium has on their consuming behavior. And in an approach to this matter, I will discuss selected readings of the literature found on the effect of TV ads on children and teens. Knowing the spreading power of Television, marketers and advertisers have been using Television ads to promote for different products and services. However, some ads proved to be harmful to the society and thats why Television ads have been held responsible for a number of social problems. (Shimp Dyer 1979, 36). An increasingly criticized issue was that of Over-The-Counter (OTC) drug advertising on Television. As there has been a growing belief that there is always a pill to relief from any sort of physical or emotional anxiety. In addition, it has been 14 confirmed by OTC critics that advertising is mainly responsible for the spread of legal and illegal drug use and abuse. However, it was strongly denied by drug representatives that their ads cause such harms. Berger 1974; Watson 1976; Moss 1971; Berger 1971; Edwards 1971; National Council of churches 1974; Stetler 1973; Cope 1976; Payne 1976; Shimp Dyer 1979). According to a Study by Brodlie in 1972 on drug use and sampling a group of heavy users and two other groups who witnessed control over TV exposure it has been noted that heavy drug users viewed Television more often during childhood with minor parental restrictions and on more regular basis. It was alleged that basically, Television had a higher directing effect on heavy drug users during childhood than other controlled groups. It was then suggested that heavy drug users group must have been exposed to more OTC Television ads. (Brodlie 1972; Shimp Dyer 1979, 37). A similar study used two measuring tools where candidates were asked to recall any visual of Television ads on drugs and the other was a brand recall where respondents are asked to sum up all proprietary brands they can recall. After the comparison between the two Television ads recall measurement tool and the respondents use of illicit drugs, a positive relation between marijuana use recall was determined. Hulbert; Shimp Dyer 1979, 37). On the other hand, a study by Ward et al in 1977 claimed that the effect of Television ads on illegal drug consumption might be negligible. The study argues that if Television ads have minor effect on childrens basic consumption skills, then it doesnt have to relate to ideals and norms connected to illegal drug usage. (Ward 1977; Shimp Dyer 1979, 43-44). In any case, illegal drug usage has grown rapidly and is reaching the verge of an epidemic. In parallel, statistics show a massive rise in drug consumption, especially among children. Therefore, it has to be cut down and if Television ads has a share in this rapid growth, then it should be proved and treated. (Shimp Dyer 1979, 43). Moving on to another example on the effects of Television ads on children and teens, which is the Nike athletes shoes ads study. The study examined –among other 15 purposes- the effect of such ads on African American teenagers perception of the product and their intention to make a purchase. Findings came out to suggest that the amount of Television exposure relates to the degree of product perception. As for the intention of making a purchase, it has been found quite high. (Lee Browne 1995, 524-534). Tobacco advertisements and the effect of restriction: Switching to another example, this study examines the causal effects of smoking related advertising. The study hypothesizes that young adolescents who are exposed to anti-smoking TV ads are more likely to have a negative approach towards smoker and tend to evaluate them on such negative basis. The study also claims that some cigarette advertisers tend to use appealing models or well known icons to attract consumers. However, the study predicts that adolescents who have been educated about the hazardous effects of smoking are not likely to be envisioned by such ads that they would appear more mature or exciting by smoking. Yet, such ads would develop thoughts of maturity and thrill even to an individual who knows well the harms of smoking. (Pechmann Ratneshwar 1994, 238-239). In contrast to this, preconceptions that are firmly believed in are uneasily changed and not by advertising, nevertheless, continuous counter-attitudinal advertising usually have a reminding effect on people of their unfavored beliefs. To give a more vivid picture, take the Canadian findings. Canadian advertisers argued showed that certain ads portraying smoking models engaging in dynamic sports action draws out attention to anti-smoking responses. Those ads were irrefutable and conveyed the message that preconceptions about smokers being readily out of breath are untrue. (Pechmann Ratenshwar 1994, 239). After carrying out different procedures and methods of research, it has been proven that subjects who were told about hazards of smoking did perceive smokers more negatively upon viewing smoking ads. Although subjects did find cigarette models attractive and desirable, and even thought about their traits positively, but that didn’t put them aside from thinking negatively about smokers. (Pechmann Ratenshwar 1994, 247). 16 On another note, and according to another study, it has been claimed that in the late 1960s and in year 1970 the Federal Communication Commission required all TV broadcasts and radios to donate a minute of anti-smoking to every 3 minutes of prosmoking ads. Further empirical re