Cultural Representation in Bollywood

This essay is focused on understanding and bringing out the role played by Bollywood with respect to globalization. The main area that has been focused on is how Bollywood has responded to the global flow of cultures and people by means of constructing various narratives of family, displacement, race, citizenship, belonging and home.Advertising We will write a custom critical writing sample on Cultural Representation in Bollywood specifically for you for only $16.05 $11/page Learn More Bollywood is the Indian film and movie industry’s’ nickname as it is known all over the world. It is also as popular as Hollywood and has a large target market in the middle east, Europe, Hong Kong, Britain and even Africa. Moreover, Bollywood has outdone Hollywood in the number of movies produced per year. â€Å"For hundreds of millions of fans around the world it is Bollywood and not Hollywood that spins their screen fantasies† (Mazumdar et al, 2000) . For the reasons of having a universal presence and following, it is why a lot of interest has developed as to what role Bollywood has played in displaying complex issues of socio-economic, political and cultural nature. Movies and cinemas have played a major role in relaying messages, ideas and informative information on a global scale. Globalization of media is the creation of a universal space which is an electronic, disinterred and a space in which boundaries and frontiers have been made permeable. Movies and cinema have played a very crucial role in the globalization of culture as well as capital. This has been done by integrating a few movies and articles so as to help bring out Bollywood’s contribution to these issues at hand. The movies are; Mississippi Masala, a movie about a romantic relationship involving an Indian woman and an African American man and Kal Ho Naa Ho a movie about an angry young woman whose father commits suicide and leaves her mother struggling to raise the children alone. Immigration and change of nationality was acceptable from way back in the days as we have seen from the Mississippi Masala movie, where we are informed about a woman who migrated to London, England with her family and eventually decided to change her Indian passport with a British one and met and fell in love with a man by the name of John Foran who also had two children namely Cerina, who was a girl and Amal who was a boy, to whom neither the woman gave birth to. Political struggles, race, gender nationality and even sexuality were basically static though they knew that they were not. This was seen where she would go to her women’s’ meetings where all the members were white, but they never took note that she was not white. Nevertheless, where her racial identification came up as a black woman and had a big impact, was in the union that she was involved in, where the white men explicitly ran the show and used to call her names such as a petal , a flower or even a colored sister (Gossett, 1997).Advertising Looking for critical writing on cultural studies? Let's see if we can help you! Get your first paper with 15% OFF Learn More This shows just how racism and anti-immigrant sentiments were in some areas in addition to the sexism, the nationalism and Eurocentric continuous arguments about ‘Class’. The people thought that there were no better ways of doing politics as they kept on asking themselves, could we ever get out of our class origins? What would the classless people look like? How did patriarchy and capitalism work together? How did migration affect class? Not because they wanted to have that seclusion, but they did not understand just how hybridism was a binding factor in their day to day lives and activities. It however brings out the element of conflict where she was experiencing the conflicts within herself all the time because of the elements of her identity which were not neatly rela ted to each other causing irritation and collision with each of the sides. Such as her trade union sympathies being in conflict with her feminist ones, which were in turn in conflict with what she defined as white feminism. To her, she often looked at it as if the analysts had not drawn upon their own critical imagination whenever she read the uni-dimensional analyses. Whenever it comes to the study of philosophy, Gramsci who happens to be an author too, discusses the role of identity in the development of a world view and argues that in acquiring ones conception of the world, one always belongs to a particular grouping of social elements that share the same mode of thinking and acting. Gramsci also stated that to criticize one’s own conception of the world, it meant criticism of all previous philosophies. However, what we get from and surprises most in Kal Naa Ho movie and differentiates it from the other neoconservative romantic movies is the way their presentations of the male sexuality is folded into, and indeed buttress, this triumphalism narrative of Indian cultural superiority, patriarchal authority and transitional mobility. Even though it fits very well within the genre that of the neoconservative romance, it also bears traces of an earlier genre, which is that of the prototypical Bollywood movie and its particular mapping of gender and sexual arrangements. Within this genre, a triangulated relationship between the two male stars and the heroine serves to both contain and enable male homoeroticism. The film itself follows the romantic exploits and familial relations of an Indian diasporic family in New Jersey and was a major hit both in India and in the South Asian Diaspora, where it was strenuously marketed.Advertising We will write a custom critical writing sample on Cultural Representation in Bollywood specifically for you for only $16.05 $11/page Learn More Kal Ho Naa Ho is but the latest in a series of films p roduced in Bollywood that are set in the Diaspora or more specifically in the global cities of the North, such as New York or London. These films provide diasporic audiences with a nationalist mirror image of themselves that they in turn incorporate and consume. The writer in these movies however plans or intends to put across that racism really does exist and shows just how it affects us in one way or another. The use of the Hindu songs in the movies is intended to promote the culture and also entertain the audience. Whereby, film makers sometimes use different races in their movies so as to show unity among different races and use positive scripts to show the audience that the different races could always mingle and work in unison without hatred. Feminists also need to take note of the issues that are brought about by race and ethnicity which is becoming more of a central concern in our organizations, schools, estates and everywhere people meet. It is only in America where feminis ts have more difficulties in dealing with the issue of racism and engaging in meaningful inter-racial interaction. As a result of feminism, discussions about race and racism do not end up in good terms, it always ends up in anger, hurt, silent treatment, yelling, withdrawal and profound belief that the opposite sides are unable to listen and learn from the other thus arguments always end up in a dead end. Feminists tend to occupy racial hierarchies, leading to decapitation of discussions instead of moving through and beyond the anger, guilt, ignorance and silence about race and racism that are the products of power relations in the larger societies. Big differences in terms of culture and history among women who are not white have made alliances difficult which often leads to conflicts and ephemeral. War from reasons of race, color and religion broke out and for example, the Watts uprising in 1965, the Latinos, African Americans, the Asian Americans and the Euro-American shop owners faced mobs of people who were joined together by anger, resentment and the desire, determined by the politics of race, ethnicity, class, gender and immigration. The Koreans shop owners were mainly attacked by the Latinos and black people who targeted Korea town. However, these narratives of multiethnic, multiracial and multicultural conflicts did not render irrelevant the systematic forms of white racism against the people who were considered to be colored. The media focused on inter-racial and inter-ethnic dimensions of the uprising and focused in part of the cultural work of creating awareness of the ways the structures of white racism intensified conflict between racism and ethnicity.Advertising Looking for critical writing on cultural studies? Let's see if we can help you! Get your first paper with 15% OFF Learn More Through the book â€Å"Impossible Desires†, the author gestures towards the ways in which the both nations and the Diaspora is refigured within a very queer Diasporas imagination. The author publicly sought to document challenges, conventional Diasporas and nationalists’ discourses that forget, exercise and criminalizes queer bodies, pleasures, desires, histories and lives (Sanjek, 2004). He decides to make a movie from the book and shoots it at the apartments which he grew up in and says that every time he watched the film, it made it clearer many questions that he tried to grapple within his book. This viewing experience, revealed to him just how his home as a national and Diasporas space is continuously created and consumed within the realm of traditional public culture and understands the necessity of producing reading practices that could grasp the ever-increasing slippages and overlaps between nations and the Diaspora that characterized the realm. There were vari ous contributors to â€Å"All the Women Are White, All the Blacks Are Men, But Some of Us Are Brave† (Hull et al., 1982). This made the point very powerfully, as have many other writers since then, including those in the collection â€Å"Charting the Journey†. Many writings which address these issues are by women and feminists, of color and not, living all over the world. The author points out the anxious citations of the male homosexuality as they mark the most recent strategy though which Bollywood as a National Cinema manages queerness in the context of globalization. He argues the functions to simultaneously acknowledge contain and disavow the queerness of the male desire. By doing so, the film keeps intact the heteronormativity of the home space of the Nation. As much as the films Diasporas characters learn to modernize Indian tradition, so that it falls in line with an entrepreneur and capitalist American ethos, the film itself references male homosexuality in in creasingly explicit terms as a way of marking the increasing modernity and cosmopolitanism of Bollywood cinema. The representation of the male sexuality is hardly at odds with the new relation between Diaspora and Nation that the film maps out but is in fact implicated deeply within it. In this case however, if the male homosexuality is not only imaginable, but even desirable within the new global landscape, queer female desires or subjectivity also exists, crucially, outside the frame of the possible. The continuity of the impossibility and un-imaginability of queer female desire and subjectivity even as a queer male desire ascends to ever greater visibility speaks to the radically asymmetrical ways in which queer male and female bodies are constructed and disciplined within the Diasporas and nationalist discourses as they take shape on the terrain of transitional public culture. The writer here brings about the queerness of the different sexuality of the male and the female sexual ity and is not trying to hide the facts that homosexuality, which basically means people of the same sex engaging themselves in sexual activities, really does exist and existed from a very long time ago and that the people are living to accept it into their cultures. The author forgets to touch on the facts related to homosexuality and spirituality and whether it is acceptable or not. After all is said and done, I have concluded with an undeniable fact that racism, ethnicity and homosexuality does exist and affects each and every one of us in a different way and in everything, as we have seen, there is evident consequences to every action that one chooses to do and get involved in. So it is prudent to make wise decisions to avoid disasters. References Gossett, T. (1997). Race: the history of an idea in America. London, UK: Oxford University Press. Hull, R. Gloria T. Patricia, B. and Barbara S. (1982). All the Women Are White, All the Blacks Are Men, But Some of Us Are Brave: Black W omen’s Studies. Old Westbury, N.Y: The Feminist Press. Mazumdar,S Power,C.(2000). Bollywood goes global. Newsweek International, 52. Sanjek, R. (2004). Race. New Brunswick, NJ: Rutgers University Press. This critical writing on Cultural Representation in Bollywood was written and submitted by user Jaqueline Rosales to help you with your own studies. You are free to use it for research and reference purposes in order to write your own paper; however, you must cite it accordingly. You can donate your paper here.

John Coltrane essays

John Coltrane essays Jazz, taking its roots in African American folk music, has evolved, metamorphosed, and transposed itself over the last century to become a truly American art form. More than any other type of music, it places special emphasis on innovative individual interpretation. Instead of relying on a written score, the musician improvises. For each specific period or style through which jazz has gone through over the past seventy years, there is almost always a single person who can be credited with the evolution of that sound. From Thelonius Monk, and his bebop, to Miles Davis cool jazz, from Dizzy Gillespies big band to John Coltranes free jazz; Americas music has been developed, and refined countless times through individual experimentation and innovation. One of the most influential musicians in the development of modern jazz is John Coltrane. In this paper, I examine the way in which Coltranes musical innovations were related to the music of the jazz greats of his era and to the trib ulations and tragedies of his life. John William Coltrane was born in Hamlet, North Carolina, on September 23, 1926. Two months later, his family moved to High Point, North Carolina, where he lived in a fairly well-to-do part of town. He grew up in a typical southern black family, deeply religious, and steeped in tradition. Both of his parents were musicians, his father played the violin and ukulele, and his mother was a member of the church choir. For several years, young Coltrane played the clarinet, however with mild interest. It was only after he heard the great alto saxophonist Johnny Hodges playing with the Duke Ellington band on the radio, that he became passionate about music. He dropped the clarinet and took up the alto saxophone, soon becoming very accomplished. When Coltrane was thirteen, he experienced several tragedies that would leave a lasting impression on him and would have a great impact on the mus...

Foster's Beer Strike Brewing Case Study Example | Topics and Well Written Essays - 1250 words

Foster's Beer Strike Brewing - Case Study Example Foster's General Manager Yatala, Noel Jago, said that, "The LHMU, AMWU and ETU were deliberately misleading the public by suggesting that the vast majority of the company's workforce would walk off the job" (Foster's, 2007). The company has now started looking at the union membership strength involved in this action and claims that less than half of the total worker's strength, are the members of these unions. Therefore the company is telling the world that the Yatala Brewery will keep producing despite this threat. Looking at all the reports appearing in the media, it is quite apparent that so far no side is ready to relent on the issue and both sides are on the offensive. The Unions have not yet communicated any date for the action, but they are soliciting support from all available quarters, including from international unions. The bone of contention in this industrial dispute is the Foster's attempt to used Howard government's industrial relations laws at Yatala brewery, which empowers the employers to negotiate with individual employees instead of their representative unions. Though the company does not bar the employees from becoming members of unions, but such negotiations will certainly discourage the employees from becoming union members, thus weakening the unions and their bargaining strength. Companies and organizations are made for people and by the people, and obviously their effectiveness depends on the behavior and performance of the people running these companies. The true importance of the human resource of any enterprise lies in its ability to respond favorably and willingly to performance objectives and opportunities and in these efforts gain satisfaction from both accomplishing the work and being in the work environment. Core areas of HRM include the individual, the organization and the so cial context of work and how all of these factors shape relations at work and result in organizational performance. LHMU, the Liquor, Hospitality and Miscellaneous Union contends that worker's are also peeved after the recent announcement of a hefty hike of 12.5% in the Brisbane brewery CEO's salary, whereas the workers are denied their basic rights (LHMU, 2007). To get the optimum from a satisfied and participative individual is considered to be the ultimate objective of HRM policies. Unions and their outlook have undergone a sea change over the years. Whereas, earlier unions and their leaders were considered as hindrances in implementing newer policies, but now with the concept of marketing and globalization, the union leaders too have become aware about the competitive strength of their company. Earlier unions and their memberships used to be limited to the blue collared employees of a factory or a company, but now most of the union members and leaders come from the IT era, who are well aware about the utility of being net savvy, IT experts and using IT as a powerful tool to reach the outside world and gain support from all corners. Setting up of union websites, using online campaigns etc. are some important methods being used by the unions now. In fact it goes to the credit of the company if it maintains cordial relations with the employe es as well as with the unions. Therefore the decision of Foster's to talk to the employees only by totally sideling the unions appears to be little flawed. Foster's

Diabetes Type II Essay Example | Topics and Well Written Essays - 5000 words

Diabetes Type II - Essay Example Of the many strategies and approaches that have been initiated in caring for chronically diseased patients, the telehealth system is a relatively new addition to the field. With only a decade or so of its commencement, telehealth has established itself as the future of medical care. The results so far have been extremely satisfying for both the patients and the health care providers. However, researches still need to continue in order to assess the long-term effects telehealth systems will give. Chronically diseased patients at the present are one of the largest group of patients availing health care. The cost and time that this group takes is larger than other groups combined together. Many of the visits to the hospitals are emergency visits, which are a further increase in the burden of the health care services. It is these factors that demand that a new system be introduced where patient care can be done with lesser hospital admissions and lesser complications. Diabetes has established itself as one of the most cost demanding and debilitating diseases of the 21st century. The impact of the disease affects all age groups and is prevalent worldwide. In America the figures are high and continue to grow, making a huge impact in the overall health economy. ... Also, introduction of primary health care and home care management systems is also being promoted to reduce the incidences of diabetes and to promote healthier lifestyles among patients. The study is aimed to study one of these new innovations, the Health Buddy System. Chapter Two: Literature Review The literature review is basically concerned with reviewing previous research that has been conducted on the disease under discussion and its prevention and cure measures. This part will focus on the following aspects: 2.1 Situation and Statistics of Diabetes Diabetes has been reported to be the sixth leading cause of death in America in 1999. (CDC, 2002) 6 percent of the Americans among the seventeen million are diabetic. Where as sixteen percent suffer from prediabetes. (ADA, 2001) Of the statistics, 90 percent of the patients suffer from type II diabetes. the per capita costs of diabetic patients in 2002 was found to be $ 13,243 as opposed to $2560 for the non diabetic patients.(Scott,2005) The statistics have shown an exceptional increase in the incidences among the rural areas, where in the 1980s the prevalence jumped from the sixth position to the first among the diseases. (Dever, 1991) And these incidences have increased steadily over the last ten years. The situation is compounded by the increased number of patients aging and joining the risk. Based on the current information, it is estimated that the number of patients suffering from diabetes will double by the year 2050. (Boyle, 2001) The cost for the care is staggering. The treatment costs for diabetes and diabetes related diseases in the US are $132 billion a year. (Brewin, 2005) The prevalence of diabetes is present among all ethnic and racial groups. Some, however suffer more from

Red Bull strategy

Red Bull strategy Red Bull is one of the biggest soft drink successes over the past the years. The slim blue silver can has developed a following among those who claim that it helps them with virtually everything to work better and play better. Yet Red Bull has a 70 to 90 percent market share in over 100 countries worldwide. During the past 15 years, the drink has been copied by more than 100 competitors, but such companies as Coca-Cola and Anheuser-Busch have been unable to take market share away from Red Bull. [Selling Power (September, 2004)] In 1982, Dietrich Mateschitz, the founder of Red Bull became aware of products called tonic drinks which enjoyed wide popularity in Asia. Energy drinks containing taurine, glucuronolactone, caffeine and important vitamins and carbohydrates are claimed to help with physical endurance, improved reaction, speed and concentration and a feeling of well being. We can see that in the present days more than a billion cans of Red Bull are consumed each year around the world. Red Bull was launched in the UK in the mid-1990s of Austrian parentage. According to a Zenith International 2001 survey that, in 2001, it was the UKs third biggest soft drink by value, behind Coca-Cola and Pepsi Cola. In the energy and sport drink sector, estimated to be worth  £750mn, it had an 86 per cent brand share by 2000, more than double the combined sales of Lucozades energy and sports brands. The advertising slogan of the Red Bull is The Drink That Gives You Wings and focuses on the stimulant properties of the drink. The functional sector concentrated on energy drinks, with brands such as Red Bull dominated. Meanwhile, the focus for sports drinks is replenishing carbohydrates and electrolytes quickly, and rehydrating the body after exercise. This subsector is still dominated by Lucozade Sport with  £34 mm in sales in 2000, but Coca-Cola intends to prelaunch its Powerade brand to capture a significant share, using Get Up, Stay Up as its campaign theme. Lucozade Sport in creating a new sector that is in tune with changes in lifestyles and reflects the development of sport physical activity. [Hawkes (1997), Johnson (2001), Newnham (2001)]  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Analysis of the external and internal environments of an organization influence strategic choices and compare the marketing proposition that, The UK total cold drinks market is large and competitive area in which, many powerful and famous brands with large marketing budgets competing for share. In the cold drinks market, increases in the soft drinks category have been slowing. However, growth has been driven considerably by the energy drink sector, which was worth an estimated  £940 million in 2003 and more than  £392 million in 2004 and still has grown 26% since 2003. (ACNielsen) The Energy drink category continues to grow at pace with brand extensions and new entrants to the market emerging every year. This represents both a challenge and an opportunity for the categorys leading brands. [Mintel Energy Stimulant drinks Market Report August 2006]. The Product Red Bull improves emotional status and vigilance, increases performance, reaction speed and concentration. Customers drink Red Bull for such benefits as these.   In times of long school hours, stressful work, and very tiring days, customers look to a product that vitalizes body and mind. Red Bull does just that!   Red Bull even supplies a sugar free version for the average health-concerned user.   The Target Audience (Market) At this point, the concept of market segmentation, targeting and positioning are key to the success of firms marketing efforts. Red Bull targets an active audience, especially those between the ages of 17 and 23, male and female.   Characteristically, 17- to 23-year-olds are either thinking about college, in college, or just recently graduated from college.   It is currently in a consumers life that dramatic schedule changes are happening.   High school atmospheres are considerably slower than the pace of college atmospheres. Sports, education, clubs and part-time jobs are far more challenging in a college setting.   Red Bull is targeting customers across the world that it is at the turning point in their lives when energy is a necessary component to successfully make it through any given day.   Red Bull is a perfect solution for 17- to 23-year-olds who live fast-paced, hectic lifestyles while hardly making it through long days and nights of classes and studying. Segmentation is also important because firms cannot appeal to all customers at once, especially not with the same offering.   Rather, firms need to design products and services that fit with particular groups of individuals. Firms can segment their market in a number of ways, including geographical which is mainly people who are situated in the city, as they are likely to be really busy and tired. Red Bull seems to have a cooler in most bars and clubs in the city as well as in convenient stores.Demographic, mainly concentrate on men and women of all ages but focusing on people aged 16-29. Psychographic for example, the people who are tired or stressed and want to relax and have fun and finally behavioural segmentation especially students and young professionals to boost energy during work long day at work. The type of marketing strategy that should be employed will vary on the target market. Choosing an appropriate target-marketing strategy will depend on a number of factors. Once a firm has selected the segment within which it wishes to compete, it must then choose a specific position within said segment where it will distinguish itself [Kotler and Keller, 2006; Kotler, 1980, 1985]. The requirement of market positioning refers more broadly to the notion of competitive advantage. The Proposition Red Bull is The Drink That Gives You Wings. This is Red Bulls international slogan for its energy drink. Red Bull is a popular drink amongst men in particular, with its largest consumers consisting of athletes, students, and night-clubbers in need of a late night lift.   However, the brand is marketed to opinion leaders and hard-working people with active lifestyles, as the companys website claims. Red Bull succeeds by remaining exactly the same. Consumers can choose with sugar or without. There is no other choice. As founder Dietrich Mateschitz says We dont bring the product to the people, we bring people to the product. Red Bull marketing maintains a sense of product mystique that makes consumers feel special. Customers can relate to the experience they were having when they encountered the drink and they adjust their values to the attributes of the product. The Competition Red Bull is competing with major competitor Lucozade in the soft drink market and they are the driving forces in the rapidly increasing energy drink market. A close assessment of their websites reveals that they have a similar focus in their messages, so they seem to be competing for the same customers. However, the message delivery is very different. This would seem to indicate that they are not concentrating their strategic objectives on stealing market share or overall market share growth. Instead they recognize that the whole market share pie is rising. For that reason it seems logical that each company would be concentrating on bringing in a greater number of the consumers new to the energy drink market. Red Bull is also competing with some companies such as show below; Vault -Markets product as a hybrid: Drinks as a Soda, Kicks like an Energy Drink The Taste. The Quench. The Kick. -A Coca-Cola product -Product Variations: Vault Zero (diet version) -Commercial advertisements display men doing extraordinary things while drinking Vault. Monster -Tagline: Unleash the Beast -Green and black themed product and website -Product variations: Lo-Carb, Assault(soda drink), Khaos(juice drink) -Khoas slogan: 70% Juice, 100% Monster -Promote Supercross racing events -Promote mixing Monster with alcoholic beverages, website provides mixed drink recipes. Rock Star -Edgy tone -Rock music plays on the website; Rod Stewart, Fernando Vargas and Snoop Dogg are pictured on the homepage of the site, Party Like A RockStar -Product variations:   Diet RockStar, RockStar Energy Cola, Get Juiced -Get Juiced slogan- 70% Real Juice, 100% Energy -Website sells merchandise: t-shirts, hats, wristbands, etc. -Youthfully imaged founder CEO Advertising Objectives Red Bull campaign strategy is to redirect the advertising from the former extreme sport athlete audience to a demographically larger target audience college students.   What will Red Bull campaign do for the target? Red Bull campaign will hit a soft spot and plant their product deep in to the minds of the target audience by using a childhood cartoon character for instance, Popeye the Sailor Man who has recently been missing in action on current television.   Their focus group study revealed that the targeted college student audience often wishes they could turn back the hands of time and relive their childhood when life was easy and they had all the energy in the world to laugh and play.   The goal is to reach their targets soft spot by using a childhood cartoon character pleasant childhood memories.   The Ad Pyramid (AIDA) Attracting Attention: Using a cartoon character, which the target market has not seen since childhood, to promote Red Bull will grab the attention of the 17- to 23-year-old audience.   Holding Interest:   The tagline, Tastes Better Than Spinach, pokes fun at the taste of Red Bull, using the technique of humour to keep the consumers interested in the product.   Sparking Desire:   The target market will also long for the desired energy results of Red Bull who long to return to the days of childhood.   Influencing Action: The interest in and the desire to drink Red Bull will add enough fuel to the consumers flame to make the target need and/or want to go out and purchase their product. Overall goal of Advertising Campaign: Red Bull wants to have at least 75-80% of all college students in the country drinking or highly aware of their drink.  Ã‚   The Media and Creative Requirements Creative Brief/Copy Platform Red Bull will reach out to the college student market by using humoured advertising, along with product benefits to prominently put Red Bull on the college campus map.   Our strategy is to implement pulse advertising to stress Red Bulls importance through midterm and final times by way of the following media:   MTVs the 10-Spot, People Magazine, and college radio stations nationwide. Red Bull is bringing Popeye back into the spotlight!   Popeye and his infamous love, Olive Oyl, will use their persuasion skills to remind the target market of sweet childhood memories, as a result, aiding in the desire to drink Red Bull for strength and energy.   What is Popeyes message, you ask?   Tastes Better Than Spinach is the hot button tagline we will use to reach the target market.   In the print and broadcast advertisements, Popeyes character will appear in various college settings, while studying and drinking Red Bull to gain energy, instead of eating what he is famous for, cans of spinach.   The Red Bull cans and website promote the specific product benefits increasing performance, concentration and reaction speed, improving vigilance and emotional status, and stimulating the metabolism.   We plan to stick with the effective strategy of humoured animation advertising to sell Red Bull Energy Drink across the United States.  Ã‚  Ã‚   Production requires the hiring of animators, scheduling studio time for voiceovers, hiring actors for the voiceovers, and obtaining the rights to use Popeye and Olive Oyl in advertisements.   Final edits are expected within the production elements. Popeyes strength and energy will flow into the college students of America. The result:   sky-rocketed Red Bull sales! Media Rationale People Magazine Many young adults within our target market read this weekly magazine.   People Magazine, constantly available for reading, is our chosen media outlet that can reach our target at nearly any time of the day.   People Magazine often sits in the lobby or waiting area of schools and businesses, giving us the opportunity to reach out to the consumers in many places and at many times of the day.   The creative vision of having the popular cartoon character, Popeye, drinking Red Bull in college settings will scream to our target that Red Bull Energy Drink is a necessity for the average college student.   MTVs the 10-Spot College students, far and wide, take a break from studying to tune in to the popular MTV 10-Spot.   Red Bull commercial advertisements during the highly rated Real World/Road Rules Challenge will clearly remind our audience of the energy they crave to make it through many hours of homework after their much needed break is over.   A constant reminder with three commercial slots during this half hour television show will have the target market running out to the nearest venue to buy Red Bull Energy Drink.  Ã‚  Ã‚   College Radio Stations What better way to reach our target audience than by pouring our product advertisement right into the heart of their schools media college radio stations!   Students are exposed to the sound of college radio in general public campus areas, such as cafes, restaurants, hallways and lounges.   Advertisements are to run between the times of 6:00 p.m. and 9:00 p.m.   Surveys reveal that the target market prefers to drink Red Bull in the evening.   The evening targeting strategy will reach students after dinner hours when they are getting ready for gruelling night classes and/or long nights of studying.   Conclusion I can say that, advertising is any paid form of non personal presentation and promotion of ideas, goods, and services by an identified sponsor to a targeted audience and delivered primarily through the mass media. Advertising has much strength. It can reach a large mass audience to intensify broad-based demand for a product, build brand awareness, create long-term brand images and brand positions, and increase brand knowledge effectively. On the hand advertising has several weaknesses also. It is perceived as intrusive and as cluttering the environment. It is also wastes many impressions, so it may not be cost-effective, especially if the business is targeting a niche market.  Ã‚   If I want to critically evaluate how analysis of the external and internal environments of an organisation influence strategic choices and compare the marketing propositions of Red Bull this assessment show that, the energy drink market is competitive and rapidly increasing in the existing market sector. Therefore, selection of advertising media for Red Bull is one of the most important and complicated of all marketing communications decisions. Media planning must be coordinated with marketing strategy and with other aspects of advertising strategy. Bibliography Burnet, J. and Moriarty, S. (1998) Introduction to Marketing Communications: An Integrated Approach, by Prentice Hall, Inc., Upper Saddle River, New Jersey. Geld, B. D., Hong, J. W. and Zinkhan, G. M. (1985) Communications Effects of Specific Advertising Elements: An Update in Current Issues and Research in Advertising, vol 11, ed. James H. Leigh and Claude R. Martin, Jr. (Ann Arbor, Mich: University of Michigan.   Kotler, P. and Armstrong, G. (2004) Principles of Marketing, (10th edition), Upper Saddle River, NJ: Pearson Education Kotler, P. and Keller, K.L. (2006) Marketing Management, (12th edition), Upper Saddle River, NJ: Pearson Education Mintzberg, H. and Lampel, J. and Kim, J.B. and Ghoshal, S. (2003) The Strategy Process: Concept Contexts Cases (4th edition), published by Pearson Education Inc. Upper Saddle River, New Jersey Porter, M.E. (1980). Competitive Strategy: Techniques for Analysing Industries and Competitors. New York: Free Press Porter, M.E. (1985). Competitive Advantage: Creating and Sustaining Superior Performance. New York: Free Press. Shimp, T. A. (2000) Advertising Promotion: Supplemental Aspects of Integrated Marketing Communications, 5th edn,by Harcourt, Inc. Electronic sources: Superbrands Book 2004 www.red-bull.com www.redbullrampage.com www.bevnet.com/reviews/redbull www.hoovers.com/red-bull www.brandchannel.com www.lanceandeskimo.com/chefelf/bev_lucozade.shtml www.business2000.ie/cases/cases/case4.htm www.begleys.com/stats.html www.thelocalshop.com/default Selling power sep 2004 REFERENCES Kotler, P. and Armstrong, G. (2004) Principles of Marketing, 10th edition. Upper Saddle River, NJ: Pearson Education Kotler, P. and Keller, K.L. (2006) Marketing Management, 12th edition. Upper Saddle River, NJ: Pearson Education Porter, M.E. (1980). Competitive Strategy: Techniques for Analysing Industries and Competitors. New York: Free Press Porter, M.E. (1985). Competitive Advantage: Creating and Sustaining Superior Performance. New York: Free Press. Superbrands Book 2004 Hawkes (1997), Johnson (2001), Newnham (2001) Mintel Energy Stimulant drinks Market Report August 2006 Selling power sep 2004 APPENDIX 1. FIGURE 1:   [Source: Nielsen value share data, MAT to December 27th 2006]. 2. FIGURE: Typical off-trade retail prices of energy and stimulant drinks and pack sizes, (2006). Red Bull Solstis Lucozade Original Energy Purdeys Red Devil Feelfine Tesco Kick Average price  £0.96  £0.90  £0.75  £0.70  £0.90  £1.09  £0.48p Pack size 250ml 250ml 380ml 330ml 250ml 250ml 250ml According to figure 1, Lucozade has been the market leader in the energy drink category with just under 60% value share of the category since its launch. The biggest competitors such as, Red Bull with 27% market share and PowerAde 4.5% market share respectively. In 2003 has also witnessed the introduction of several private label sport and energy drink launches from the major grocers. The rest of the market is made up with a plethora of smaller brands, predominantly operating in the stimulant drinks sector, and distributed via the impulse channel and the on-trade environment. [See figure 2: Typical off-trade retail prices of energy and stimulant drinks and pack sizes, 200 Appendix 2 Posters The Drink That Gives You Wings Even If you are a HERO!!! Tastes Better Than Spinach

Features of bluetooth technology Essay

The logo for Bluetooth is based on Runes surrounding the legend of Harald Bluetooth. Bluetooth the technology is based on communications central to man’s own personal space. Fundamentally Bluetooth operates within the Industrial, Scientific and Medical (ISM) band at 2. 4 GHz. It is a short-range wireless communication standard defined as cable replacement for a Personal Area Network (PAN) (see â€Å"Bluetooth†. Grolier Encyclopedia of Knowledge, pp. 87-94). Figure 1 is the Bluetooth Logo. A cable replacement standard has been defined because cables limit mobility of the consumer; they are cumbersome to carry around, are easily lost or broken. Often connectors are prone to difficult to diagnose failures; or are proprietary. To counteract these limitations Bluetooth is designed to be light and portable. It can be embedded to take the riggers of physical knocks and shocks. It includes standards and protocols to make it mobile, robust, reliable and not limited to one manufacturer (see â€Å"Bluetooth†. Grolier Encyclopedia of Knowledge, pp. 87-94). The operating band also fits the goals of Bluetooth, imposing requirements as a cable replacement. The cost needs to be comparable with cable. Reductions can be achieved by operating in the licence free 2. 4 GHz ISM band, keeping backward compatibility wherever possible lowers the cost of ownership by avoiding upgrades and having a relaxed radio specification enables single chip integrated circuit solutions. It also needs to be as reliable and resilient as cable and cope with errors and degradation caused by interference. For mobile devices it must be compact, lightweight, low power and easy to use (see â€Å"Bluetooth†. Grolier Encyclopedia of Knowledge, pp. 87-94). A. 1 Frequency Hopping We have addressed the reasons for the Bluetooth without delving into the ‘nuts and bolts’ of the technology to discover how it operates. For the majority of countries the ISM band used by Bluetooth is available from 2. 40-2. 4835 GHz, although some countries impose restrictions. In this band Bluetooth uses Frequency Hopping Spread Spectrum (FHSS) techniques in order to improve its immunity from interference (see J. Bray and C. F. Sturman, Bluetooth: Connect Without Cables†, Prentice Hall). In unrestricted countries the radios hop in pseudo random sequences around all available channels, this equates to 79 RF channels with a channel spacing of 1 MHz. Starting at a base frequency of 2402 MHz then the frequency of the channels, f, can be expressed as: f =2402 + n MHz where, n, is the channel number with an integer value in the range of 0 to 78. In restricted countries a limited frequency hopping schemes with just 23 channels is used and is catered for in the Bluetooth specification. Both hopping schemes have a 1 MHz channel spacing making it possible to design a simple radio interface whereby the baseband only has to specify a channel number and the radio multiplies this up to the appropriate frequency offset (see J. Bray and C. F. Sturman, Bluetooth: Connect Without Cables†, Prentice Hall). In this FHSS scheme there are 1600 hops per second, which is a hop every 625  µs. Part of this hop timing is taken up by the guard time of 220  µs allowing the synthesizer time to settle. The frequency hopping implements time division multiplexing as shown in Figure 2. The basis of the scheme has the Master device transmitting in the first 625 us slot, k, and here the Slave receives. In the next slot k = 1 the Slave is permitted to transmit and the master listens (see J.Bray and C. F. Sturman, Bluetooth: Connect Without Cables†, Prentice Hall). Figure 2: Frequency Hopping, master and slave interact on corresponding slots The radio must be able to retune and stabilise on a new frequency within tight time constraints. This is pushed further when establishing a connection; the hop rate can be shortened to every 312. 5 us. As the radios are constantly hopping to different radio channels, this ensures that packets affected by interference on one channel can be retransmitted on a different frequency channel. To further enhance resilience both ARQ (Automatic Repeat reQuest) and FEC (Forward Error Correction) form part of the specification (see J. Bray and C. F. Sturman, Bluetooth: Connect Without Cables†, Prentice Hall). One drawback with the normal hop sequence is the time taken for production testing. Bluetooth ensures adequate frequency coverage with a test sequence allowing the radios to be tested at a faster rate (see J. Bray and C. F. Sturman, Bluetooth: Connect Without Cables†, Prentice Hall).

The rain came

Reflection paper of Desiree's baby Madame Valmond and Monsiure found Desiree as a baby and thought that she was a gift from God. When Desiree turned 18, she fell in love with Armand Aubigny. Finally, they got married. When they got their first baby, Armand was not happy with the baby because it was not white. He treated the baby and Desiree like slaves. Then, Desiree decided to go to deserted bayou instead of Valmond ©. Armand, on the other hand, burnt all Desiree's and the babys belongings including the letters. One of the etters was sent from his mother to his father, which he reads.In the letter, his mother thanks to the God that her son will never know that she has mixed blood. Among all characters portrayed in this story, I dislike in Armand Aubigny the most for these reasons. First, he is thoughtless. He tends to be like quick to Judge that the baby was not his. He did not even notice that he was the one who has mixed blood. Second, he is not loyal to his wife. He cheated on her in front of her face by bringing the mistress to his house Just to hurt his wife's feeling. Third, he is racist.According to the story, all of his slaves are all black people, and when his wife got the baby who is not white, he asked her to leave the house with the baby. Fourth, he is aggressive. For example, he burnt all of his wife's and his babys belongings when they left. Last, this character has given me a picture that being racist is basically hurts people's feeling because they are actually innocent about their appearance. What I have importantly learnt from the story is that back in the past of the American society for the people who thought that they were white and found out that hey are partly black, would sometimes commit suicide.I can see that when Desiree thought that she was partly black through her babys look and her mysterious background, she went and disappeared herself in the bayou since she could not get loved from her cruel-racist husband anymore. Therefore, people should not be racist because color does not matter. It is the person inside. We should know that all people are different no matter what they look like. In addition, not one race is better than the other. There are good and bad people in every race. The rain came Reflection paper of Desiree's baby Madame Valmond and Monsiure found Desiree as a baby and thought that she was a gift from God. When Desiree turned 18, she fell in love with Armand Aubigny. Finally, they got married. When they got their first baby, Armand was not happy with the baby because it was not white. He treated the baby and Desiree like slaves. Then, Desiree decided to go to deserted bayou instead of Valmond ©. Armand, on the other hand, burnt all Desiree's and the babys belongings including the letters. One of the etters was sent from his mother to his father, which he reads.In the letter, his mother thanks to the God that her son will never know that she has mixed blood. Among all characters portrayed in this story, I dislike in Armand Aubigny the most for these reasons. First, he is thoughtless. He tends to be like quick to Judge that the baby was not his. He did not even notice that he was the one who has mixed blood. Second, he is not loyal to his wife. He cheated on her in front of her face by bringing the mistress to his house Just to hurt his wife's feeling. Third, he is racist.According to the story, all of his slaves are all black people, and when his wife got the baby who is not white, he asked her to leave the house with the baby. Fourth, he is aggressive. For example, he burnt all of his wife's and his babys belongings when they left. Last, this character has given me a picture that being racist is basically hurts people's feeling because they are actually innocent about their appearance. What I have importantly learnt from the story is that back in the past of the American society for the people who thought that they were white and found out that hey are partly black, would sometimes commit suicide.I can see that when Desiree thought that she was partly black through her babys look and her mysterious background, she went and disappeared herself in the bayou since she could not get loved from her cruel-racist husband anymore. Therefore, people should not be racist because color does not matter. It is the person inside. We should know that all people are different no matter what they look like. In addition, not one race is better than the other. There are good and bad people in every race.