American Dream Essay Example for Free

American Dream Essay In the literatures we have read this semester all of the characters have a dream that consists of a plan and multiple goals that sum up to the American Dream, however, there have been obstacles that sometimes hinder these American dreams. These obstacles range from internal conflict to society itself. The question is if it is possible for these characters to struggle with obstacles and overcome them to reach their dream? In â€Å"Step Children of a Nation† Isabel Gonzalez explains how the probabilities for Mexican-Americans in America during the mid 20th century for achieving the American Dream were very slim due to the obstacles that were presented by society (Gonzalez 162). Pedro Pietri details in the â€Å"Puerto Rican Obituary† the personal struggles endured by five Puerto Ricans in New York while attempting to achieve the American Dream (Pietri 212). We have no choice but to accept the standard of the United States and act in accordance with the society expectations as we see Ysreal do in Junot Diaz’ â€Å"No Face† (Diaz 417). Each character in these texts has the opportunity of success and only those who are willing to make a persistent and consistent effort will be able to achieve their dream despite their own personal struggles and the obstacles presented by society. Even though there are many obstacles to achieving this dream, it isn’t impossible for it to become a reality. The Mexican-Americans in Step Children of a nation lacked the ambition needed to achieve the American Dream. The most difficult obstacles to overcome are those presented by society. Isabel Gonzalez states what life was like for Mexican Americans trying to achieve the American Dream in the mid 20th century under poor living conditions and economic exploitation. These characters acculturated to the American lifestyle and the non citizens had the desire to become citizens. In fact they supported World War II (Leal) and Gonzalez noted that: It is a well known fact that the number of war casualties among the Mexican-American soldiers was very high in proportion to the population (Gonzalez , 163). But even after this the Anglo-Saxon society continued to discriminate and pursue segregation from their society. The Mexicans were forced to live in slums. During this time the homes these people lived in were hardly fit for animals and had no repairs in years but yet brought in income from Mexicans far beyond the value of the homes (Gonzalez , 165). They arrived in the United States believing a promise of personal economic growth (Aguilar), but instead came to live in substandard conditions with the hope of a better future for their children. Gonzalez states that industries have succeeded in keeping the Mexican the most underpaid and most oppressed worker so that they will always have a surplus of cheap labor (Gonzalez , 167). This economic exploitation caused the children to also have substandard education and health. These situations forced some of the characters to keep quiet due to fear of deportation and the reality of achieving the American Dream nearly impossible. But if these characters wouldn’t have overlooked the possibility of change and set aside their fear they would have been so much closer to achieving the American Dream. Another obstacle the characters from the texts we reviewed in class had to overcome was their own personal oppressions. In â€Å"Puerto Rican Obituary†, Pietri talks about 5 characters: Juan/ Miguel/ Milagros/ Olga/ Manuel and their daily struggles as a Nuyorican (Monthly Review Foundation) who didn’t accept the standards of the United States. These Nuyoricans were motivated to immigrate to this country by the American dream which turned into a nightmare presented as death. They were divided between two cultures and two languages. Juan/ Miguel/ Milagros/ Olga/ Manuel are attempting to live as a â€Å"gringo†. Their unfortunate situation is that as they attempt to leave behind their language they are also leaving behind their identity (Brook). And as they realize this they are torn between the dream and the nightmare. They feel overworked and underpaid. All died/ dreaming about america/ waking them up in the middle of the night/ screaming: Mira Mira/ your name is on the winning lottery ticket/ for one hundred thousand dollars (Pietri 36-41) The characters in this text believed they can achieve the American Dream by something simpler like winning the lottery. But by believing this almost impossible wish their dream becomes a nightmare which is reflected as their death. They dream of belonging to a community of â€Å"clean-cut lily-white neighborhood/ Puerto Ricanless scenes† and being â€Å"the first spics on the block† where â€Å"gringos want them lynched† (215). By not being able to accomplish this dream the â€Å"puertorriquenos† find themselves shut out of America’s economic opportunities and lifestyle, and realize that they are unemployed, living on welfare, bitter, and degraded. This situation leads to the death of their American dream along with their dignity; therefore the characters in this text do not achieve the American dream. Ysrael is a child with a disfigured face who knows all too well the difference between the nightmare and dream. He is a child that has accepted the fact that he has to wear a mask in public to be accepted in his community. He compares himself to Kaliman. Ysrael’s superpower is the power of INVISBILITY (Diaz , 418). He dreams of escaping Dominican Republic and going â€Å"up north† and has hopes that the doctor will fix him. In the end of the story Ysrael has to make sure to wear his mask when his father comes out but doesn’t have to worry when he’s around his mother. All of this symbolizes the life of an immigrant attempting to achieve the American Dream (Alford). Ysreal’s disfigured face is the life the immigrants have in their country of origin. The surgery that the doctor and the priest promise is the American Dream. The mask is the sacrifices the immigrants make by acculturating to the American society. The superpower of invisibility represents how people are obligated to put themselves out of sight from society when they do not act according to society’s expectations. When Diaz mentions that Ysrael wants to go â€Å"up north† he is referring to the United States. Also the father is stands for the American culture (where Ysrael always has to wear his mask) and the mother represents his own culture or his identity. The boys who throw rocks at him and the cleaning lady represent the obstacles the immigrants must surpass to achieve their dream. In this text Ysrael does achieve the American Dream because he has accepted the fact that he has to wear his mask in front of his father and when he goes out in public. But at the same time he does not lose his identify because those who are around him remind him of how his face became disfigured over and over again (Diaz , 419). Pietri talks about all the obstacles the characters face while attempting to achieve the American dream but if Juan/ Miguel/ Milagros/ Olga/ Manuel would have accepted the standards of society in the United States or if the Mexicans in â€Å"Step Children of a Nation† would have been more ambitious like Ysrael in â€Å"No Face† their nightmare could have converted back to the dream they immigrated to the United States for. So to answer the question if is possible for these characters to struggle with obstacles and overcome them to reach their dream the answer is only if they were all as ambitious, persistent, and committed as Ysrael. The character Ysrael did not let his disfigured face or his father hold him back from achieving his dream. Ysrael had people yell out to him â€Å"No Face† but yet he continues his path to his set goal. He was determined to be persistent and consistent in pursuing his dream. Works Cited Aguilar, Mario E. From Immigrant Ousiders to Indigenous Tribal National Identities. Web. 09 June 2011. Alford, William. Junot Diazs Drown Sex, Race and Power. 10 Feb 2005. Web. 08 June 2011. Brook, Elizabeth. Nuyroican Newness. 2010 11 May. Web. 08 June 2011. Diaz, Junot. No Face. Herencia: The Anthology of Hispanic Literature of the United States. Ed. Nicolas Kanellos. New York: Oxford Press, 2002. 417-420. Print. Gonzalez, Isabel. Step Children of a Nation. Herencia: The Anthology of Hispanic Literature of the United States. Ed. Nicolas Kanellos. New York: Oxford Press, 2002. 162-170. Print. Leal, David A. American Public Opinion. October 2005. webspace. utexas. edu. Web. 08 June 2011. Monthly Review Foundation. Monthly Review: Puerto Rican Obituary. 01 June 2004. Web. 08 June 2011. Pietri, Pedro. Puerto Rican Obituary. Herencia: The Anthology of Hispanic Literature of the United States. Ed. Nicolas Kanellos. New York: Oxford Press, 2002. 212-220. Print.

The Benefits and Drawbacks of Globalization Essay -- Pros and Cons of

The notion of globalisation encompasses various different aspects of social, economic and political life. In order to answer the question of whether or not globalisation is a progressive or negative force, I must first define globalisation. Then I shall examine the impact of globalisation on the population and finally determine whether this is a positive or negative impact. There are five different aspects that I have chosen in order to define the phenomenon of globalisation. They are internationalisation, liberalisation, universilisation, westernisation, and deterritorialization. (Scholte, page 16) Internationalisation refers to the significant increase in relations between countries. Increases in economic trade and politcal relations between countries has led to increased interdependency between countries, especially on an economic level. There has also been increased movement of people, capital, and ideas between countries. International relations between countries have always existed, but in today's globalised world, these relations have become more important and more significant than ever before. Liberalisation refers to the loosening of government restrictions on movements between countries. It is easier for individuals to move between countries, and also for money and capital to move between countries. The main component of liberalisation has been economic. There have been increasing commitments on the part of nations to adopt free trade policies and allow the free movement of capital between states. There have been significant reductions in tarriffs and on foreign exchange restrictions. Capitalism has been adopted on a global level with companies competing against companies in other countries, and the in... ... has positive and negative effects as it does create for better awareness, understanding, and tolerance of other cultures, it has also eroded many tradional cultural values and this has caused resistance to globalisation. Lastly, globalisation has reduced the power of nation states and increased the power of international organisations and multinational corporations. Globalisation has positive and negative effects, but one certainty is that globalisation does exist and it remains to be seen how much further it will go. Bibliography Bamyeh, Mohammed A. The Ends of Globalisation. Minneapolis: University of Minnesota Press, 2000. Sandbrook, Richard. Civilizing Globalisation - A Survival Guide. Albany: State University of New York, 2003. Scholte, Jan Aart. Globalization - A critical introduction. International Politics Studypack for Term 2, 2006. The Benefits and Drawbacks of Globalization Essay -- Pros and Cons of The notion of globalisation encompasses various different aspects of social, economic and political life. In order to answer the question of whether or not globalisation is a progressive or negative force, I must first define globalisation. Then I shall examine the impact of globalisation on the population and finally determine whether this is a positive or negative impact. There are five different aspects that I have chosen in order to define the phenomenon of globalisation. They are internationalisation, liberalisation, universilisation, westernisation, and deterritorialization. (Scholte, page 16) Internationalisation refers to the significant increase in relations between countries. Increases in economic trade and politcal relations between countries has led to increased interdependency between countries, especially on an economic level. There has also been increased movement of people, capital, and ideas between countries. International relations between countries have always existed, but in today's globalised world, these relations have become more important and more significant than ever before. Liberalisation refers to the loosening of government restrictions on movements between countries. It is easier for individuals to move between countries, and also for money and capital to move between countries. The main component of liberalisation has been economic. There have been increasing commitments on the part of nations to adopt free trade policies and allow the free movement of capital between states. There have been significant reductions in tarriffs and on foreign exchange restrictions. Capitalism has been adopted on a global level with companies competing against companies in other countries, and the in... ... has positive and negative effects as it does create for better awareness, understanding, and tolerance of other cultures, it has also eroded many tradional cultural values and this has caused resistance to globalisation. Lastly, globalisation has reduced the power of nation states and increased the power of international organisations and multinational corporations. Globalisation has positive and negative effects, but one certainty is that globalisation does exist and it remains to be seen how much further it will go. Bibliography Bamyeh, Mohammed A. The Ends of Globalisation. Minneapolis: University of Minnesota Press, 2000. Sandbrook, Richard. Civilizing Globalisation - A Survival Guide. Albany: State University of New York, 2003. Scholte, Jan Aart. Globalization - A critical introduction. International Politics Studypack for Term 2, 2006.

5 Step Value-Chain Analysis for Customers’ Strategic Needs

Value-chain analysis is used for many purposes, but the process of examining customers’ value chains is relatively new. In our five-step process, Step 1 explains how internal and external value chains can be used separately and in related ways. Step 2 shows how to construct a customer’s value chain. Step 3 shows how to identify the customer’s business strategy by examining this value chain and using other kinds of information. Step 4 explains how to use additional information and intelligence to leverage that understanding into strategic needs and priorities. Finally, Step 5 explains how a firm’s marketing function can best use this method of value-chain analysis as a new strategic capability. Step 1: An overview of value-chain analysis Value chains may be defined in two ways: (1) within a company they describe the various value-added stages from purchasing materials to distributing, selling, and servicing the final product (Porter’s 1985 concept),[3] and (2) they also delineate the value-added stages from raw material to end-user as a product is manufactured and distributed, with each stage representing an industry. 4] For convenience, we will refer to these two definitions as ‘‘internal’’ and ‘‘external’’ value chains, respectively. The internal value chain is a key concept in the field of strategic management that has been thoroughly explored. In contrast, the external value chain has not been studied as extensively. The external value chain consists of the important ups tream/supply and downstream/distribution processes. However, even though these processes occur outside the corporation, the strategic opportunities they reveal and areas of risk they highlight warrant careful study. Consider: Outsourcing – involves transferring certain primary or support functions in the internal value chain to the external value chain. B Vertical integration – involves taking control of one or more additional stages of the external value chain and making them internal. B Horizontal expansion – involves new product lines or expanded channels of distribution, including geographic expansion. B Strategic alliances with suppliers – involves more closely managing external suppliers as if they were part of the company’s internal value chain, but without actually owning them (for example, Toyota’s Kaizen ystem, wherein key suppliers are located very near a factory and receive all kinds of help and training from Toyota to ensure smooth and efficient production). One of the most complex value chains today can be found in the oil industry. This chain has nearly 30 significant elements, starting with the search for oil (at the upstream end) and including fie ld production, transportation (pipelines and supertankers), refining and processing and, lastly, consumer gas stations (at the ‘‘downstream’’ end). Internally, the oil-industry value chain processes a broad range of products, including such major categories as oil/lubricants, gasoline, petrochemicals (plastics), fertilizers/pesticides, natural gas, power generation/electricity, and convenience stores. The firms that are considered major integrated oil companies participate in a significant number – sometimes all – of these external (upstream and downstream) and internal value-chain elements. In a 2006 issue of Strategy & Leadership, authors Wayne McPhee and David Wheeler suggested that strategists should use Porter’s concept to consider value-chain operations beyond the boundaries of the firm. Since its introduction, value-chain analysis has proven immensely valuable in three principal ways – cost analysis and reduction, differentiation, and product development – but the standard practice was for firms to analyze only their own value chain. Step 2: How to construct a customer’s value chain First, recognize that you need to construct both internal and external value chains for a particular customer. The internal value chain follows Porter’s original concept, which includes value-added steps from purchasing to distribution as well as support functions such as R&D and human resources. It’s tempting to let this generic diagram serve as the customer’s value chain, but it must be tailored to the particular customer. To produce a useful value-chain analysis, members of your engineering or sales team should ask the customer how its business processes add value and whether any have unique best-practice features. To perform the external value-chain analysis, team members should ask the customer a set of getting-to-know-you questions. What does your supply chain (the upstream value chain) look like? What role does your company play in it? How do your products reach their customers (the downstream value chain)? Your final diagram models only this single customer’s value chain and it represents virtually everything the customer does to add significant value. If your relationship with the customer permits a candid exchange of information, have the customer validate the value chain you have created. As an example of how the diagnostic process works, consider how a supplier to Wal-Mart might learn to enhance its value. [6] The objective of creating both internal and external value chains is to understand Wal-Mart well enough to be able to discern its implicit and explicit strategic concerns. Exhibits 3 and 4 depict preliminary pictures of Wal-Mart’s internal and external value chains. Getting to this initial stage is relatively easy – adding more detail, nuance, and understanding takes more time, involves interviewingWal-Mart executives, and more closely observing how the firm operates. Step 3: Inferring the customer’s business strategy Even long-time suppliers have trouble distinguishing critical customer activities from sometimes urgent but ultimately nonstrategic ones. Understanding your customer’s business strategy is therefore crucial. Value-chain analysis helps a supplier distinguish between the activities of the customer’s firm that directly support its competitive strategies – for its products and for enhancing key capabilities – and ordinary operations. For example, routine operations like billing customers or servicing the fleet of company vehicles must be done, and done well. But there is little if any competitive advantage to be gained from the superior execution of such activities. Nor are they likely to provide an opportunity for gaining new sources of revenue and profit. It is the customers’ strategic activities and projects that offer the potential for future profits and command the attention of your customers’ senior management. So by supporting strategic activities, B2B service providers stand to gain the high-margin work they hunger after, the work that produces the highest returns, and the work that should be their constant priority. The Fluor case Fluor Corporation is a global engineering and construction company providing major capital facilities for a vast range of industrial clients in many vertical markets. With as many as 2,000 projects under construction employing 40,000 workers in more than 50 countries at any time, Fluor operates in all geographic regions of the globe and in all parts of its customers’ supply chains, delivering engineering and construction management services – in sum, a full range of B2B services. The questions of where Fluor should concentrate its resources to meet its customers’ most urgent needs can become enormously complex. To rationalize this process, Fluor must determine which customer projects – the ones that address its customers’ greatest strategic needs and, hence, have potentially the greatest margins – have the highest value. For many years, Fluor has known the critical importance of understanding every one of its B2B customers’ businesses. But that was not enough. The questions for Fluor’s marketing team became, ‘‘How can we learn each customer’s business strategy and strategic needs? ’ Some of the many different sources of information about a customer’s strategy are: B Marketing communications including printed materials (brochures and advertisements), media communications (press releases) and marketing websites reveal new product directions and customer targeting; these provide insights into market positioning and marketing strategy. B Financial-community reports (annual reports, SEC filings, as well as meetings with financial analysts) shed light on internal strategic initiatives in addition to market-positioning moves. Annual reports form the basis of this Fluor case study, but 10Ks and analysts’ reports could prove equally useful. B The academic literature is replete with surgical dissections of strategically successful companies and industries. Business-school cases abound featuring companies like Apple and industries like automobiles. Wal-Mart, for one, has been the focus of many Harvard Business School cases. [8] B Many companies make their published strategic plans available to interested parties. For example, British Petroleum has published its strategy on its corporate website since 2000. B Consultants that specialize in competitive intelligence. B Face-to-face conversations with your customers. Step 4: Discovering the customer’s strategic needs Strategic activities are the activities a firm must implement in order to realize its strategy or strategies. Every strategy has such a set of activities. Insofar as a company finds doing any of these activities difficult, potential suppliers have been trained to see these as ‘‘needs. ’’ But, suppliers need to differentiate between operations that are difficult and ones that are strategic. For example, an innovation strategy requires a system for generating ideas and picking the best ones, cost estimating, engineering, R&D, prototype construction and testing, and market-acceptance testing. The pharmaceutical industry relies on a great many B2B service providers to support its new-drug-development programs in the drug-formulation (R&D) stage and also B2B service providers that develop new systems to expedite regulatory approval. Value-chain analysis identifies both as key strategic functions. Step 5: Making value-chain analysis a strategic capability of the marketing department Engineering/construction companies have developed at least two approaches to break the forces of commoditization in their industry: 1. Project screening and selectivity. Not all projects are created equal or represent equal opportunity. Service providers should select projects on the basis of projected margin, not projected revenue. They must pursue projects that build on their strengths and core competences, projects where they can apply their best talents to serve their customers. This is done by first serving customers’ commodity work to position them to then pursue customers’ strategic opportunities. This is the approach used in the Fluor example. 2. Become selected customers’ strategic business partner. Such practice puts the business-services provider right in the customers’ lap, a decidedly advantageous position to be in when strategic opportunities are brewing. It also leads to many sole-source or noncompetitive-bid opportunities and, potentially, to higher margins. 1. The method described in the article is based on actual experience of one author when he worked for Fluor Corp. . A recent example is Ram Charan, What the CustomerWants You to Know: How Everybody Needs to Think Differently about Sales, Portfolio (Penguin Group), 2007. The application of value-chain analysis to B2B clients of engineering and construction management services was originally suggested by Don F. Coleman of Fluor Corporation in May, 2000. 3. Michael E. Porter, Competitive Advantage: Creating and Sustaining Superior Performance, Free Press, 1985. 4. Stanley C. Abraham, Strategic Planning: A Practical Guide for Competitive Success, Thomson South-Western, 2006, 214. . Wayne McPhee and David Wheeler, ‘‘Making the case for the added-value chain,’’ Strategy & Leadership, Vol. 34 No. 4, 2006, Exhibit 1, p. 41; exhibit used with permission. 6. The supplier could have many other customers, and could replicate this process with those other customers. Typically, doing such an analysis would be reserved for the supplier’s top 3-5 customers. 7. The authors found little in the literature about B2B marketing practices based on knowledge of the customer’s value chain and business strategy. 8. See, for, example Harvard Business School Case #9-794-024, ‘‘Wal-Mart Stores, Inc. ,’’ August 6, 1996, which provides a thorough review of Wal-Mart’s business practices up to its international (horizontal) expansion. 9. Michael E. Porter, ‘‘What is strategy? ’’ Harvard Business Review, November-December 1996. 10. HBS Case #9-794-024, op. cit. 11. Harvard Business School Case #9-302-102, ‘‘Robert Mondavi and the Wine Industry,’’ May 3, 2002. Mondavi’s flagship brand ‘‘Woodbridge’’ is a rare example of a brand name pointing, not to product benefits, but up the value chain to process benefits.

Children Who Are Abused And Neglected At Home - 1756 Words

The research shows children who are abused and neglected at home who are reported as such are more likely to receive immediate help. Further, young mothers who had children early in life and who grew up in an abusive family tend to exert the same abusive behavior learned from their parents. Within the same context, when household is comprised of multiple children, especially from low-income if the parents are not equipped with the proper child rearing techniques and under extreme pressure, abusive behaviors are distant on to the children. Other factors contributing to parental abuse and neglect can be attributed to mental and medical conditions and external factors such as media, causing a young mother to be abusive or neglect to her†¦show more content†¦This has plays a part in curbing the generational cycle and provide a record for any future incidences. â€Å"People shouldn’t assume that all parents with histories of abuse and neglect will abuse their kids† (Widom C. , 2015), alcohol and drugs can have an effect on abuse. Gender Specific Alcohol/ Drugs The men gender has 55 emotional abuse was associated with a younger age of first alcohol use and a greater severity of substance abuse (Scott M. Hyman, 2006) (Garcia, 2006) (Sinha, 2006). In women 32 sexual abuse, emotional abuse, and overall maltreatment was associated with a younger age of first alcohol use, and emotional abuse, emotion neglect, and overall maltreatment was associated with a greater severity of substance abuse (Garcia, 2006) (Sinha, 2006) (Scott M. Hyman, 2006). The prediction is that both gender when been abusing alcohol they both become using cocaine user. Reason that both gender get addicted to drugs because alcohol is not doing much now because there body is use to it. Both of the genders once they are addicted to alcohol and drugs they will be more abuse to their children reason why is that once they don’t have any money for their addiction they will take on their children frustration until they have some drugs in there system. That is why when their children grows up they pretty much will be addict to alcohol and drugs too

Chinese Wedding Dresses

At most Chinese weddings, the bride wears a qipao. At many Chinese weddings, the bride wears more than one Chinese wedding dress. Most brides opt for three dresses -- one red qipao, one white, Western-style wedding gown, and a third ball gown. The bride will begin the wedding banquet with one dress of these dresses. After three courses are served, the bride usually changes into her second Chinese wedding dress. After the sixth course, the bride will change once again into her third Chinese wedding dress. Some brides may opt for a fourth Chinese wedding dress to be worn as when greeting guests as they leave the wedding party. The groom typically wears one or two suits. While some grooms may opt for a traditional Zhongshan suit  or Mao suit, it is more likely to see older guests wearing a Mao suit. Instead, most grooms wear tuxedos or Western-style business suits. In addition to the Chinese wedding dresses worn on the wedding day, the bride and groom may either wear the same dresses for their Chinese wedding photos or wear a completely different set of clothing. Wedding guests usually wear bright colors especially red which symbolizes luck and wealth in Chinese culture. Guests should avoid white, which is reserved for the bride, and black, which is considered a somber color. More About Chinese Weddings How to Plan a Traditional Chinese WeddingAll About Chinese EngagementsWhat to Know About Chinese Wedding GiftsChinese Wedding Rituals

Analysis Of Graduation By Maya Angelou - 960 Words

Essay on â€Å"Graduation† by Maya Angelou Racial segregation was very dominant in the United States in the mid nineteen hundreds. This is the time that Maya Angelou was graduating from the eighth grade in Stamps Arkansas. The theme of racial segregation is well shown by the how different the schools of the African-Americans was compared to that of whites in the essay â€Å"Graduation† by Maya Angelou. In the essay the Angelou points out that Lafayette County Training School didn’t have a lawn, hedges, tennis court, climbing ivy as well as a fence the thing the white high school had. In every stage of life, graduation marks the advancement to the next different phase of life and is usually acknowledged by some ceremonies relating to the growth†¦show more content†¦By comparing the black and white schools, it is seen that the white schools show that white education was luxurious and the system of the government was unjust to everyone. The author points out that black children continued to the colleges th at trained them to be carpenters, farmers, handymen, masons, maids, cooks, and baby nurses which was not the case for the graduating white children. A literary element of tone has been widely employed by the author to pass her message across as well as describe her experiences of the graduation ceremony in the mid nineteen hundreds. The tone is shifted twice in the essay to describe the moods in every part of the essay. It has also been used to describe how people in the graduation reacted to the different events during the graduation ceremony in Stamps. Angelou starts the essay with a very happy and excited tone shown by the sheer anticipation of the graduation ceremony by everyone in the black community. She writes that The children in Stamps trembled visibly with anticipation. Some adults were excited too, but to be certain, the whole young population had come down with graduation epidemic† (124). This implies that Angelou and her classmates were very thrilled that they were finally graduating and were anxious to exploit what other possibilities life would bring to them. The excitement and happy mood that was onShow MoreRelatedAnalysis Of Graduation By Maya Angelou766 Words   |  4 Pagesthat teaches you a lesson for us in order to win the journey of our life. In the essay, Graduation, Maya Angelou states about the unfair treatment of whites against the African Americans during the graduation. There are situations in life where we feel discriminated but no matter what we have to gain the strength to prosper. In this article, Angelou talks about her eight-grade graduation experience. Angelou mainly focused about the unfair treatment of African Americans during that time becauseRead MoreAnalysis Of Graduation Day By Maya Angelou728 Words   |  3 PagesAre encouraging words the uniting force when fighting injustice? 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I didn’t come to stay . . .† capture two of the most significant issues she struggles with in her childhood and young adulthood: feeling ugly and awkward and never feeling attached to one place. First, Maya imagines that though people judge her unfairly by her awkward looks, they will be surprised one day when her true self emerges. At the time, she hopes that she will emerge as if in a fairy-tale

Effects of Music on Counsumer Behavior Free Essays

string(178) " and three types of involvement \(low involvement, cognitive involvement, affective involvement\) on the formation of attitudes towards a brand in the context of TV commercials\." The idea of using music as a way of advertising goes all the way back to colonial times when street vendors hawked their good to the tune of a melodic chant. Of course we also know that music has been used often as a way of fixing a product in our mind. A memorable tune that â€Å"sticks in your mind† is the marketer’s dream. We will write a custom essay sample on Effects of Music on Counsumer Behavior or any similar topic only for you Order Now Music that is written for a company or industry often benefits the entire industry. One of the first industry wide musical plugs (no pun intended) was for the tobacco industry through songs such as the 1836 song Think ; Smoke Tobacco, by John Ashton and Pipe de Tabac by John Hewitt. Lyrics also play an important part in the use of music as advertising. Just as a catchy tune could attack your senses, a good â€Å"jingle† or cute lyrics could become a part of society for quite some time. The power of this form of advertising is just formidable. Consumer researchers have found emotional response to advertisement, by consumers. Background music is one of the major component influencing audience responses to certain products that they buy. Popular music in television commercials is nothing new. In fact, television advertising right from its very beginning in the early 1950s has relied heavily on music to get people’s attention, set a mood, creates the right brand image and sells the advertiser’s product. The reason why is simple it works. Music plays an important role on individuals belonging to various cultural backgrounds. Music can relax us, excite us, make us want to get up and dance or simply involve ourselves by listening. That’s what makes it such a powerful tool in advertising. Very often, more recognizable songs are used as background usic to set a mood or to help establish an image for the product. Early television commercials in the 1950s featured well known classical masterpieces as background music, to attract consumers towards their product. Advertisers later on expanded themselves into jazz and rhythm and blues. Soon TV commercials were featuring songs like Duke Ellington’s â€Å"Satin Doll† and Gershwin’s â€Å"Rhap sody in Blue† as background music to help sell a variety of different products. Music plays the following role Entertainment: Music contributes to the effectiveness of an advertisement by making it more attractive. A good ad always tries to engage the attention of an audience, and makes it entertaining for them. To an extent all music broadcasted on commercial ads as well as radio serves as a loss leader. Any music can potentially act in this role of entertainment. Moreover, the music need not necessarily be evident of any special attraction with a particular product or service in order to play an effective and useful function. Structure/Continuity: Music can be used in various structural roles. As a structural role, music helps in tying jointly a sequence of visual images and series of dramatic episodes, narrative voice-overs, and a list of product appeals. This is the function of continuity. Memory ability: Music should be such in advertisements that it increases the Memorability of the product’s name. Consumers are known to favor products which give some degree of recognition or familiarity, even if it is merely the product’s name. Thus, the association of music with the identity of a certain product may greatly aid in product recall. Lyrical Language: A fourth technique of musical enhancement is the use of lyrical language. Vocal music permits the conveyance of a verbal message in a non spoken way. Language utterances can sound much less naive or self-indulgent when couched within a musical phrase rather than simply spoken. An individual can respectably sing things which would sound utterly trite if said. Targeting: Once an appropriate medium is chosen, second considerations are targeting the consumer, thereby engaging or charm those viewers who constitute the target demographic group. Music has long been identified with various social and demographic groups. Musical style therefore assists in targeting a specific market. The style may function as a socioeconomic identifier or may act as a device for addressing a specific group of audience. Authority Establishment: Music enhances to the credibility of the product in this way that establishes its authority. A simple way of establishing authority is through expert testimony. Authority may also be fostered through testimonials of non-technical authorities . Thus to an extent to succeed in advertising an audience, should also be kept in mind , advertising done must also have genuity in it. Music affects shopper time perception: Several studies indicate that music can effectively reduce anxiety, increase positive mood ratings, alleviate depression, and decrease frustration. Music has also been seen to influence consumer’s time perception. Standing in queues listening to the right kind of music makes the waiting experience more pleasant and entertaining hence reducing the perception of time in store. Music helps in making impulsive purchases: Music helps consumers associate some feelings or emotions such as joy, love, fear, hope, sexuality, fantasy and helps in developing a mood for shopping. Music also helps in creating an impulsive environment that can be extremely beneficial to the consumers in selecting a particular product. Increase brand loyalty: Music helps in enhancing brand loyalty in a way that it integrates the meaning of a message of the particular brand thus creating brand loyalty amongst the customers. Music is a positive addition to the consumer environment: Music plays an important role by creating a positive environment, under which all consumers are influenced by music. Example: When an individual enter the shop of K;N’s the jingle of the brand keeps on playing thus creating a positive effect on the consumer . Music has also been used to induce either a pleasant or unpleasant affective state and examine its Interaction with the affective tone of an advertisement (Gorn, Pham, ; Sin 2001). Both arousal, pleasure can be manipulated with music. Music and Congruence: Park and Young (1986) examined the effect of music (present, absent) and three types of involvement (low involvement, cognitive involvement, affective involvement) on the formation of attitudes towards a brand in the context of TV commercials. You read "Effects of Music on Counsumer Behavior" in category "Papers" Music increased the brand attitude for subjects In the low involvement condition but had a distracting effect for those in the cognitive involvement condition. Its effect for those in the affective involvement condition was not clear. They argue that music acted as a peripheral persuasion cue. When the music was attention grabbing it pulled listener’s attention away from the message and negatively influenced recall. The no music ads performed as well or better than the musical ads in terms of recall and recognition. Thus the relationship between the fit of the mood, induced music (happy/sad) developed the purchase decision for the customer. USES OF DIFFERENT KINDS OF MUSIC Fast or slow music in a retail environment Research found out that people move steadily when slow rhythm music is played. Study was conducted in two supermarkets found a huge increase in sales when slow rhythm music was played: â€Å"In that study the gross sales increased from $12,112 for the fast rhythm music to $16,740 for the slow rhythm music. This is an increase of 38%. In addition to it â€Å"Customers moved slowly when soft music was played, taking 128 seconds, and faster when fast music was played, taking 109 seconds. † Same results have been observed in restaurants: customers tend to persist when the music is slow and soft. Where you don’t want people to linger, you could be better off playing loud, fast tempo music especially if you run a fast-moving restaurant. But, retail environments often want the ir clients to stay for longer time in their stores, so softer music is more appropriate. A study discovered that customer spent almost 23% more money in a restaurant when softer music was being played. Interestingly, increase in spending came on the drinks bill (which grew by almost 51% on avg), which are the most profitable items in most restaurants. ? Loud or soft Usually, people spend much less time in the environment where louder music is played One article wrote: â€Å"A person is likely to stay in a restaurant playing soft music 20% longer than if the music is loud, with a slight increase in the amount of money spent on food and drinks. For grocery stores, it was found that the volume made no difference on how much money was spent. Another study by Caldwell and Hibbert (2002) found that when slow music was played, patrons stayed for 20% longer but also spent more on food and drink – in fact, up to 50% more. In other words, to keep your customers, keep it soft and slow. And likewise, if you want quick turnover, speed things up and keep it loud. † In bars, where music is very loud and fast that it hinders conversation, people drink more and drink faster. An academic study found: â€Å"Environmental music was associated with an increase in alcohol consumption. †¦ Forty male beer drinkers were observed in a bar. †¦ The results show that high level volume led to increased alcohol consumption and reduced the average amount of time spent by the patrons to drink their glass. † Use of hit songs and unknown songs In business and retail environments, popular music tends to be too distracting, taking people away from the task at hand, and makes them focus on the music. You want the music to â€Å"MELT† in the environment, giving a feeling of calm or energy, but not grabbing the attention of the people. â€Å"Popular or hit† music is too catchy, and causes lower purchasing in retail environments and decreased productivity in offices. The usic that should be played has to be good and very close enough to hit music that people enjoy it, but it must not be too catchy. Classical or chill outs In a study it has been found out that â€Å"Classical music† increases the amount of money people are willing to spend. Normally, people will buy more expensive goods when classical music is being played. MUSIC AND MARKETERS Marketers uses music to reach at own goal in making advertising. Marketers doing in following way: Music Exists In A Context Music does not work alone. It exists within an advertisement with complex visual, verbal, and other nonverbal stimuli. How all of these are perceived depends on the complex interaction of internal (biological) and external (social, cultural influences) factors which also affect when and how musical taste is developed. Music is primarily a cultural and social phenomenon and reflects the values and attitudes of a subculture. Sociological forces affect images and preferences about products that are desirable, and music, if it fits with those images, may enhance the following variables: 1) persuasion through prior learning and verbal association, 2) recall, 3) overall ad effectiveness, Preference for the product and 5) facilitation of mental images. The following-discussion will elaborate further on the topic of music as a facilitator of mental images, and its role in advertising, education, communication, psychology, and marketing. The Importance of The Role Assigned To Music In An Ad It seems that the salience of music in an ad will depend on whether the ad is primarily affective or cognitive based (Park and Young, 1986; and Holbrook and Hirschman, 1982), who the target market is, and how well the message communication goal (meaning) of the ad will fit with the music. Consequently, we suggest a tentative hierarchy of musical presence model, to define the role assigned to music in communicating the advertising message. Basically, the degree to which music is assigned a dominant role is revealed by the degree to which it will be in the foreground, be distinctive, will be noticed, and will be more likely to be part of an affect-based ad. The degree to which music is assigned a less dominant role is the degree to which it will recede into the background, be less distinctive, be less attention-getting, and the ad will be less likely to be affect-based. This model is based on observation of about 60 advertisements on day-time T. V. , and is presented here as way of summarizing the role music plays going from a most dominant and distinctive to a barely noticeable presence, to no presence. Since many ads have a combination of cognitive and affective components, with degrees of emphasis on one or the other, the role of music will tend to follow this degree of emphasis in the advertisement. That is, all things being equal, the more salient the role music has in the ad, the more affect-based the ad is likely to be, and We less salient role music has, the more cognitive-based the ad will be. The hierarchy of musical presence model is suggested as follows, going from most to least salient: A. in ads where music primarily carries the entire message and meaning, music will be used in the following ways: 1. When music with lyrics carries the ad’s verbal message and meaning, it has been assigned a dominant role in also providing an atmosphere, creating an image, setting a mood, and influencing affect throughout the ad. The ad will be primarily affective-based, appealing to feelings. In this case, music will always be in the foreground, with very little voice-over, if any. Sometimes music composed especially for the purpose of the ad, or a fairly well-known song for example, such as â€Å"April in Paris† (for rich French roast coffee by Maxwell House), can be used primarily to carry the message of the ad. The use of â€Å"April in Paris† reflects the age of the target market, desire for foreign travel, and its taste in style of music; 2. When the lyrics of the song do not carry the ad’s message directly (the words are about things other than the product and do not contribute to the atmosphere or mood), but the music is in the foreground throughout the ad, and is the primary form of communication; 3. hen instrumental or electronic music (without lyrics) is in the foreground, there is almost no voice-over, and the verbal message is brief and in written form, music has also been assigned a dominant role and will provide the above-mentioned attributes; B. in ads where the message is carried primarily by a voice-over, music is used in t he following ways: 1. Music is in the background, very quiet, generally not distinctive, resembles â€Å"elevator music,† and the voice-over continues throughout the ad; 2. The music background lasts for the duration of one or two short verbal phrases, usually at the end of the ad. It is used to emphasize a phrase as in a key brand attribute, or logo; 3. No music. Although most commercials use music, some research has indicated that music may distract from message processing, and other research supports the facilitating effect of music. While musical characteristics or elements do shape overall musical meaning, a musical selection can distract or enhance message processing, if placed in an inappropriate advertising context, where the ad’s intended meaning and the music are not a good. While music may enhance processing in one setting, it may distract in another. Its impact largely depends on how well it fits with the advertisement’s meaning, and the audience’s level and type of ad involvement. In trying to determine what musical selection fits with what advertisement, a clear communication goal of the ad is required (cognitive, affective), along with knowledge of the intended target market’s musical taste, preferences, and if possible, the meanings and feelings associated with particular musical selections. Finally, it is useful to possess an understanding of the musical characteristics or elements of the designated musical selection, as these often affect the above variables. From the musical presence hierarchy model, we note through preliminary observation that the more salient music is in an ad, the more affect-based the ad is. In general, advertising practitioners have used music which was familiar with their target market, and which fit with the ad’s meaning. Note that under conditions of high cognitive involvement, music is seldom used, and when used, seldom effective. How, When, Why Music Works In Imagery Production A number of studies find that music is considered as a valid facilitator of mental images. Music also has been used as a stimulus to evoke images in educational and therapeutic settings. Music used simultaneously with words and sounds was found to increase image production. Farnsworth (1976) reports that music evokes very little universally similar mental imagery beyond what appears in all cultures, such as the use of soft melodies for mothers’ lullabies. He also states that in western culture most people of the same subculture have similar imagery stimulated when presented with a descriptive narrative with specific imagery using concrete words. These words used to accompany music make for powerful, learned associations, so that when we hear the â€Å"Star Spangled Banner,† we hear the words that go with it and we all tend to have similar visual imagery. Since the same music may not evoke uniform imagery among listeners, there is uncertainty regarding whether or not high and low imagery music can be 1) agreed upon, and 2) distinguished by the type of music represented. Although the designative meaning of music is made up of individual images, thoughts, and memories associated with a particular musical piece (Meyer, 1956), and is therefore frequently individualistic, musicians have often written programmatic music with titles which encourage similar imagery. For example, Mussorgsky used pizzicato strings to represent what he labeled â€Å"chicken clucking† in his â€Å"Pictures at an Exhibition. † Advertisers of course supply â€Å"labels† with verbal statements about the product (emphasized by music) and/or lyrics of jingles. It appears that prior learning and verbal associations, when paired repeatedly with certain pieces of music, are likely to evoke more nearly uniform mental imagery among listeners. In a marketing and advertising context, imagery impacts consumers’ knowledge in many important ways. Imagery systems contribute to a definition of product imagery and affect how a brand â€Å"communicates† with the consumer. Imagery is a process through which sensory information is stored in working memory. Since memory imagery involves sensory and concrete representations of ideas, feelings, and memories, it can allow a visual reconstruction of an event in one’s mind which has been experienced before and stored in memory. Among the variables that can produce imagery-in an advertisement are words, imagery instructions, and music. Stewart, Farmer, and Stannard (forthcoming) note that in those situations where image advertising uses music, the use of a musical cue provides the opportunity to elicit images, beliefs, and associations. Their forthcoming study’s results indicate that music with lyrics is statistically significant in eliciting more image types of responses referring to people, actions, or setting than verbal cues. Findings in this study suggest that the musical cue is a more sensitive measure of memory than verbal product and brand cues. Another example where imagery plays a part in the degree of fit between the music and the meaning of the advertisement is in the romantic, nostalgic song â€Å"I’ll Be Seeing You. Used as background for a FTD florist ad, this song may prove effective. However, if paired with the packing up of a seasonal, everyday item like a portable fan, the effect will be somewhat comical. The organization of musical elements remain the same in the song, but the context surrounding the music has changed from a romantic, nostalgic setting (a good fit in terms of imagery) to a more mundane one. Therefore imagery of the product and the ad can be affected by the f t betw een musical meaning and the meaning of the ad. Music Also Affects Important Mood States. When a person enters in a restaurant, supermarket, or malls for shopping, Customers when enter in shopping malls, restaurant, or supermarkets their walking pace is fast and no product catch their eye they follow their mind set. They usually do not have in good mood due to huge traffic and unpleasant noise. Music not only slow down their pace but make their mood positive which ultimately increase the sales. Music not only enhances recall for a product or an ad through an evoked image, but it may evoke a mood, feelings, emotions, and behaviors. Consumer behavior theorists have conceptualized how consumers’ attitudes, affective states, and behaviors have been impacted by moods under central and peripheral processing, as well as affect -and behavior conditioning. Variables Affecting Mood Moods can be affected by many different variables. Gardner (1985) discusses studies of independent variables found to induce mood states, such as weather and temperature variation, positive test feedback, finding a dime in a phone booth, winning a computer game, receiving a free gift, getting cookies, and receiving good news and bad news. Participation in activities such as smiling or frowning, reading stories, and recalling or imagining emotional experiences may also induce mood changes. In view of the fact that music is a common element in commercials, and one which has a long history of mood inducement in a variety of contexts, the next section will focus on how music has been used as an independent variable to affect moods, as well as other dependent variables of interest to marketers. For brevity, this section will highlight key studies. Details on these and other studies are in Alpert and Alpert (1990) and Bruner (forthcoming). Gorn (1982) suggests that peripheral influences such as background music used in commercials may become associated with the advertised product (in memory, even if not consciously), and influence product choice through classical conditioning. Mere exposure did not lead to liking, which apparently depended on whether the target product, a pen, was presented with liked vs. disliked music. The second experiment by Gorn (1982) provided support for his hypothesis that when subjects were not in a decision-making mode; the commercial’s impact appeared to be more influential in its appeal when presented with musical background as opposed to product information. He concluded that through classical conditioning, the product becomes associated with the positive feelings of liked music. ? Commercial Business Uses of Music in Advertising Business uses of music in advertising date back to the earliest days of broadcast media. In the 1920s and 1930s, marketers like Procter and Gamble pioneered the concept of linking brand names to distinctive musical and dramatic themes. The approach was used not only in radio ads, but also in programming that the companies developed and controlled. It was later adapted to television commercials and to the enormously popular soap operas of the 1950s. Now music is used in advertising in key formats as a useful tool to sell products. Radio Two characteristics of radio give music a particularly important role. First, the medium is entirely dependent on engaging, creative audio. Second, because most listeners tune into the radio while driving or performing other activities, music helps to focus the consumer’s attention on the product. Jingles, which are original tunes composed specifically to support a certain brand, are widespread in radio advertising. They are effective in enhancing recall of the brand name and key selling points. Television and Multimedia Producers of television commercials and other forms of multimedia advertising frequently purchase licensing rights to popular music. They also hire composers and lyricists to create original music. In these media, it is important for music to complement, not compete with, the visual elements of an ad. However, songs and background tunes can be more memorable than pictures and words in establishing a mood or bringing a brand image to life. Branded Entertainment or Product Placement: Rapidly growing in popularity, this is the newest way of integrating music with a business strategy. An original entertainment product, like a music video, is created by marketers to showcase their brand. The idea is to build consumers’ sense of connection to a brand by engaging them with music. Coke Studio a big Success for Coke: Music is helping Coke against its competitor Pepsi in the cola war in Pakistan. By sponsoring â€Å"Coke Studio, Coke has gained major market share at Pepsi’s expense, according to a report in the Wall Street Journal. Coke now claims 35% of market share in Pakistan; Pepsi’s market share is now down to 65% from a high of 80% in 1990s which was achieved mainly through sponsorship of cricket in Pakistan. Coke Studio, sponsored by Coca Cola Pakistan, is a one-hour show that features musicians playing a distinct blend of fusion music that mixes traditional and modern styles. Helped by the media boom in Pakistan, the show has had dramatic success since it was launched three years ago. Effects of Music on Shoppers and Restaurant Patrons: According to a research people who heard music while shopping or eating at a restaurant or mall is influenced by the music and it affects what they buy and what they spend. Loudness, pace, rhythm of music effects on how long consumer spends their time in malls and restaurants, how much they purchase and how they view brands or products positively or negatively. Another research shows that departmental stores which play, top 20 music on the music chart, shoppers over 25 of those departmental stores believe that they have spent more time there and purchased more. On the other hand, departmental stores which play soft instrumental music, shoppers under 25 believe that they have spent more time shopping than they have. Therefore, these findings indicate that less preferred or unfamiliar music slows down the perceived time of the shoppers. (Yalch Spangenberg, 1990). REFERENCES http://www. queenslandnewsagents. com. au/assets/images/MusicConsumerBehaviour. pdf www. musiccog. ohio-state. edu http://en. wikipedia. org/wiki/Songs_in_advertising http://www. acrwebsite. org/search/view-conference-proceedings. aspx? Id=7166 suit101. com southasiainvestor. com riazhaq. com pakistanlink. org How to cite Effects of Music on Counsumer Behavior, Papers