Ottoman Architecture: A Travel Through Time Essay

The poufs atomic number 18 among the capacious builders in history. Their computer architecture is basically focused on the construct of mosques which were not only meant for religious purposes save also to under hit social functions. Among the architects who construct a name in the pansy empire is Sinan, the imperial architect. As the honcho architect of the ottoman empire during Sultan Suleymans reign, he knowing mosques that exemplified beauty and grace. He derived his inspiration from the Byzantine Empires Hagia Sophia.The writing contains a discussion of the development of footstool architecture. It traces the roots of the puff b maneuverer from Iznik tiles and moves on to the classical current or the golden age fag architecture, the expiration of Western puzzle out, the revival of 14th and 15th coulomb designs and the trends that touch 19th century Ottoman architecture. It also elaborates on the overriding designs during these rate of flows and how th ey were achieved. At the end of the paper, at that place is a short discussion of the Byzantine cistern, the Yerebatan Sarnici or the sinking castling.Ottoman Architecture A Travel Through term The Ottoman Empire is considered as one of the greatest and strong-nigh in good order civilizations that thrived in the modern period, encompassing the early fourteenth century invariable into the twentieth century. The empires moment of glory in the sixteenth part century represents one of the heights of human optimism, artistry and creativity. They create the largest and most influential Muslim empires of the modern world,influencing the Muslim world as well and Europe in their forces expansions (Hooker, 1996).There are ii sources of Ottoman architecture the development of new architectural forms in Anatolia, peculiarly Manisa, Iznik, Bursa and Seeuk during the 14th and 15th centuries and Christian art (Telerama, n. d. ). The early Ottoman period which started in the 14th centur y was the peak of Turkish architecture. During this period Ottoman art was in search for new ideas to form a certain(prenominal) movement it can call its own. In this sideline for its own identity, wizard- edible beand, tiered and sublime-angled mosques were given birth (Sansal, 2008).Many arts were also developed during this period such as the production of Iznik tiles, used in decorating mosques and another(prenominal) buildings. Artists from Tabriz introduced to the Ottoman empire the technique of creating the tiles. According to Goodwin (cited in Telerama, n. d. ), the floral motifs of Iznik tiles were employ to typify a common motif of Islamic artparadise garden. From Iznik tiles, Ottoman architecture gradually developed to give course to the classical architectural modal value or the of the era of the domes.This period started when the Ottoman empire captured Constantinople, the em situation of eastern Christendom and making it its enceinte. It is here where they in troduced various innovations in the arts and architecture. The Ottoman rule in Constantinople led to the transformation of the great Byzantine church, the Hagia Sophia, to an imperial mosque. This architectural became the source of inspiration of the Ottoman architects (Yalman, n. d. ). The Great Mosque or the Ulu Cami which was strengthened in Bursa is the first Seljuk mosque that was converted into a dome.During this period, the building of Christian churches and the renovation of those in disrepair was prohibited by the Ottomans. The Ottoman rulers only tolerated the building of mosques for their Muslim faith. During this period, the intentions of the mosques included inner and outward courtyards. The inner courtyard is inwrought from the mosque. More than just a place of worship, mosques during the Ottoman period were looked upon by society as an interconnection of city planning and communal life.As evident in the pictures of structures during this period, beside the mosque were soup kitchens, hospitals, theological schools, Turkish baths and tombs (Sansal, 2008). The architectural style during the late 14th and 15th centuries illustrate mosques with a large dome on a drum over a prayer mansion house that has a rectangular shape. Others include mosques with two domes in a single line. Steirlin said that the two main domes, determined one behind the other, are the distinguishing feature of a form of mosque that prevailed in the Ottoman world (cited in Telerama, n. d. ).Mehmed II, sixth successor to the Ottoman throne, ascended the Ottoman throne in 1444, final result his reign in 1481. During his rule, he introduced an ambitious rebuilding program for the empire. He tasked his architects to construct castles and mosques, where the people could hold spiritual and social activities. Among the notable structures build during this period were the Old palace, the Topkapi palace and Fatih colonial (Yalman, n. d. ). The Topkapi palace, built in 1478, ser ved as the home of the sultans and the center of the Ottoman government for four hundred years. universe the seat of power for a long time, the original design of the palace changed through time. The architects during this period drew inspiration from Byzantine, Turkic and Perso-Islamic artistic repertoires. off from these art forms, the Ottoman architects were also swayed by Renaissance art. Mehmed II was transfixed with the development of art in western Europe as well as Persian art. As a result thereof, European and Iranian artists infiltrated the Ottoman court and affected the kind of art and structures that were built during this period (Yalman, n. d. ).However, Mehmed IIs building programs only indicated the start of the flourishing of art and architecture in the Ottoman society. The Ottoman empire reached its zenith of splendor and power during the reign of Sultan Suleyman I, also known as The Magnificent. organism an avid fan of the arts and architecture, Ottoman architec ture also began to take shape during his rule. Sinan, his architect, dominated Ottoman art. He patterned the structures that he built afterwards Byzantine traditions and derived great influence from Hagia Sophia (MSN Encarta Online Encyclopedia, 2008).Mosques and religious complexes were built by Sinan and hundreds of public buildings were erected passim the Ottoman empire. These buildings contributed to the dissemination and flourishing of Ottoman stopping point to the world (Yalman, n. d. ). Sinan built to a greater extent than 300 structures in the Ottoman empire. He constructed at least 120 buildings in Constantinople and another 200 wide scattered across the empire. As the imperial architect, he took Ottoman architecture to new heights of style and grace (Whiting, 2000).Among the famous structures that he built were the following the Sehzade kulliye (1548), and the Suleyman kulliye (after 1550) and his masterpiece, the Selim mosque at Edrine, Tur (1569-1575). These buildings reflect clarity and logic in plan and elevation. Every part was intended for a purpose and contributes to the whole structure, no unnecessary element was added. The central feature of architecture during the reign of Sinan is the dome everything that was added to the building should complement and subordinate it.A cascade of descending one-half domes buttresses and vaults as well as open spaces were the prevalent designs during this period. The masterpieces which Sinan created was the final ne plus ultra of two great traditions a stylistic and aesthetic tradition that had been indigenous to Istanbul since the construction of the Byzantine church of Hagia Sophia in the 6th century and the other Islamic tradition of domical construction dating to the 10th century (The Ottomans, 2002). The unsubdivided yet aesthetic touch that Ottoman architects exhibited in their craft is repayable to their military training.Sinan and other Ottoman architects were initially trained to be military engineers (The Ottomans, 2002). Sinan was the chief architect of the Ottoman empire. He drew his inspiration from the Hagia Sophia, a 1000 year old Christian Basilica of the Byzantine empire. In creating his masterpiece, the Suleymaniye Mosque (1550-57) in Istanbul, he achieved the effect of lilting through the use of 138 bowing windows. He also used a rich marble overlayer and stalactite decorations. Sinan also adopted the design of Hagia Sophia, adding a little twist.Instead of a central-domed significant with two flanking half domes, he created a complete square and surmounted it with a big central dome which he set on a high drum and ringed it with smaller domes with minarets on the corners of the small domes (MSN Encarta online encyclopedia, 2008). The mosque which Sinan built was more than just a mosqueit was a complex of buildings housing baths, soup kitchens, schools and shops. The innovation that he introduced to the design of the Hagia Sophia eliminated the use of colu mns thus, there are no obstructions to view, light and air (Roberson, 1998).Windows, domes and arches dominated the 16th and seventeenth century Ottoman architecture. The Sinan style architecture emphasizes unity and coordination. No reckon how small a part is, it is not neglected hence the architect sees to it that its design compliments with the whole. During this period, Ottoman architecture played a greater role than just building structures. The proliferation of building mosques and other edifice be Ottoman power. The imperial architects followed a centralized design and implemented this throughout the empire.They also followed a standardized architecture to Ottomanize the formerly Mamluk territories. However, the architectural designs that were prevalent in the provinces did not exactly copy the architectural designs of structures in the capital of the empire. The designs in the rural areas had to conform with the available materials and skilled labor. The structures which w ere patronized by the provinces were the fountains, avanserais and building complexes which transformed the functions of the cities. Most of the mosques also exhibited hemisphirical domes and pencil-shaped minarets (Zeitlian, 2004).According to Baer (1989, p. 687), the highly furnish exteriors of Ottoman architecture reversed the standard Islamic preference in mosques which is to stress the interior at the expense of the exterior. However, the greatness of Ottoman architectures Golden Age waned in the eighteenth century, when architects deviated from classical architectural principles and adopted European styles. Baroque, Ampir and Rococo styles as well as overweening Western decorations influenced the architecture of the period. Fountains also proliferated the structures that were then built (Sansal, 2008).Sinans influence to Ottoman architecture almost disappeared in the 19th century. During this period, Abdul Aziz and Sultan Abdulhamit II and other architects began to search fo r an international identity of Ottoman architecture. In their quest for this identity, the architects did not look back to the classic Ottoman architecture of Sinan but to earlier architectural stylesthe 14th and 15th century style in Turkey, 12th to 14th century styles in Andalusia particularly Seville and Granada in Spain and the seventeenth and 18th century styles in Moghul India.The innovations that 19th century architects introduced were more evident in the interior rather than the exteriors, which tolerateed to be influenced by the West. They retained an outward acceptance of western traditions and culture but kept the affectionateness and the heart of their craft to Islamic traditions. The prevalence of this kind of art exemplifies not just a simple act of change, but an indication of the empires visions. The Ottoman rulers in the second half of the 19th century stressed their leadership of the Sunni Muslims worldwide, thus the need to adopt foreign architectural styles an d infusing it with Islamic traditions.The style that prevailed during this period is known as the new Ottoman Caliphal Islamic style. This style utilise carved and painted woods with Kufi calligraphy, onion domes, horseshoe arches, towers and finials, use of flat areas of low relief and an exterior style of tile work (Duggan, 2002). According to Kuban (2001), the 19th century Ottoman architecture was not only limited to the erecting of mosques. This period also gave way for the building of churches however, literature delving on this century of Ottoman architecture snap to touch this topic.Ottoman architecture remained to be Muslim from the capture of Constantinople until the 18th century. During this period, the renovation and building of Christian churches was prohibited. Thus, no development on church architecture emerged. However, this rule changed by the end of the 18th century when legitimate and social rights were given to non-Muslims. By the 19th century, churches were b uilt, some of them even adopting the styles that were employed in mosques such as the archs which were evident on the churchs interior.However, before growth of Ottoman architecture in Constantinople, the city already housed great architectural works. Aside from the famous Hagia Sophia, a beautiful architectural piece by itself, the Basilica cistern was built. It is located about southwesterly of the famous Hagia Sophia and served as one of the historical structures of Istanbul. This cistern contained a great number of marble columns that arose out of the water, thus the name sinking palace. The cistern was built during the rule of Emperor Justinianus. It is believed that seven thousand slaves worked on the cistern.The water that placed on such cistern came from the Egrikap? Water statistical distribution Centre in Belgrade Forest. The plan for the cistern was created by a group of German divers. Within the cistern are 336 columns which reflect the corinth and dor types, are nine m eters high and are arranged in 12 rows. The place upright for the ceiling are cross shaped vaults and round arches. Since its foundation, the cistern has undergone numerous reparations and restorations. The cistern which can hold up to 100,000 tons of water, provided the water utilized in the palace of the Byzantine empire.During the conquest of the Ottomans, the cistern supplied water to the Topkapi palace. However, after the Ottomans have established their own water facilities, they ceased using the cistern as they preferred to use running water rather than still water. The cistern remained to be a secret from the west until the discovery by Dutch traveler who was studying the remains of the Byzantine empire. The cistern was transformed into a museum after undergoing reparations and restorations from 1985 to 1987.The cistern again went through deep cleaning in 1994 (Yerebatan Sarnici, n. d. ). Despite the numerous years that passed, the influences of Ottoman architecture still re main to be a source of awe and inspiration in the erection of buildings. The functional designs of Sinan, the employment of numerous windows to allow more air and light to circulate and the elimination of the use of too much columns in a structure to give more emphasis to the center serve as great contribution to modern day architecture.

Job Characteristic Model Technical Coordinator Apple’s Research and Development Essay

Job distinctive Model Technical Coordinator apples Research and Development unveilingSkill Variety The position of a technical coordinator at the Apples Research and development is increasingly demanding. As a requirement, my collar entails me to develop skills and talents, which responds to a high coordination strategy that responds to the elementary needs and routine. As a result, my skills variety impacted on the on the activities of establishing, guiding, encouraging, engaging and tackling critical research and administrative responsibilities.Task Identity Significantly, my roles influence other workers positively, in that my intervention encourages workers to be convolute rapidly in the project instead than concentrate on an individual unit. For that reason, it is possible to complete the whole gentleman of work from the beginning to the end. It is possible to respond to these requirements since the team examines needs of the node before commencing on a given a ctivity.Task Significance abandoned the operative nature of the job, it is possible to respond to requirements of the department since the team is involved psychologically at the process. Mentally, the team is made to understand the significance of distributively stage of the activity. To achieve that, the overall mission of the organization is broken overthrow to ensure that the team gets first-hand needs of the organization, before commencing on the job.Autonomy The character enables employees to pursue milestone in a free but objected zone. Programmers, designers, researchers, and marketers are empowered by autonomous decision to independently choose what is to be performed. Hence, my role is to steer independent operation. I am, therefore, obliged to decide on how to time the performance.Feedback The characteristic enables me to determine the feedback mechanism that allows my team to have more than information about the effectiveness of their performance. My role is to engage units in communication, victimization the organization ERP system. To enhance my motivation potential, I will be needed to communicate with different team players on the way forward when it comes to reservation critical decisions. I will motivate and influence team players by requesting job progress daily. This way, I will show them I am part of the teamReferencesJuricek, J. (2014). Agile Project Management Principles. Lecture Notes on Software Engineering, 172-175.Source document

The Causes of the Indian Mutiny

Assess the causes of the Indian insubordination Throughout the Indian insubordination there were numerous factors, mainly due to British imperialism, that caused and had important impact on the Indian nation. Through the course of the Indian mutiny economic, Cultural, Armies and the Enfield rifle incident caused the Indian Mutiny. These factors bundled together and impacted together which contributed to general uprising and the India Mutiny. British Imperialism caused economic and political strain on the Indian Community, which in turn placed the British already on exquisite ice with the Indians.The Doctrine of the lapse caused many incidences and was the first reason, of many, for the Indian Mutiny to begin. Under British rule the doctrine was introduced which declared that the lands of any Indian Ruler who died without a natural heir it would be forfeited to the Company. This thwarted numerous Indian princes and land owners. Which lead them to join the sepoys in the Indian Mut iny. The taking of Oudh played a significant role in the role of the anger towards the British Rule. Governor Dalhousie annexed 250,000 square miles of land known as Oudh.To consolidate control in his unsanded territory he introduced vilify and road establishments and postal and telegraph systems. This aggravated the Indians and only added to the frustration and avenging necessity of the Indians. Along with this, heavy taxes were levied onto the Indian people. The amount taxed was more than the crops were deserving on that land. In addition tolls were inflicted for the use of river ferries. The land revenue system introduced by the company ruined many peasant farmers. The anxiety and cram that these economic and political elements contributed to the British demise.Through the spread of Christianity and the spread of religious usance and traditions heightened the emotions of the Indians. This spread of Christianity was the greatest concern for Indians with the arrival of mis sionaries this created much unease amongst the Indians. Christians disrespected and had short knowledge for the Hindi and Muslim religions. Originally the British promised not to claver their beliefs but it soon was gossiped that the British wish to convert the Indians, and western influences were brought to India. William Bentinck a Christian missionary rought reforms such as the abolition of child conjugal union and the suppression of Sati (burning of wives after their husband has passed) this convinced many Indians of Christianity being obligate on Hindu or Muslim Indians. This outraged and added to the British problems and at last led Indian civilians and sepoys to uprise against them. The Indian sepoys were largely victimised, as they had need of promotions, low wages and had many threats to their set made. Most sepoys were high- rank Hindus used to riches and within the army and civil service it was extremely difficult to make promotions and high wages.The major concer n within the army was caste. It rumoured through the sepoy regiments that the British were intentionally trying to make them lose their caste. There was talk of wizardly chapattis (yeast-less bread) that had been poisoned by the company. The Enfield rifle getaway was also a major caste incident. This was short term factors that lead to the sepoys gathering and revolting against the British. Problems arose when a new Enfield rifle was introduced to replace and old rifle known as the musket.In club to load the Enfield rifle the end of the cartridge has to be bitten off the cartridge and then the cartridge rammed down the muzzle to fire. To make the bullet easier to ram down, the cartridge was heavily greased with animal plenteous. A rumour circulated that the fat was a mixture of cow and pig fat, cows are holy to Hindus and pigs regarded unclean as a Muslim, biting this cartridge would break the caste of the Hindu sepoys and defile the Muslims. The British quickly stated that the grease was anele or bees wax.However the sepoys still distrusted the Company and the British word meant short(p) to them now. The economic, political, force of religious beliefs and threats to caste added together on top of individually other which lead to the British Company topple over and crumble. The British interference with religion and traditions that have been practised for centuries and it was this interference which led to the discontent of Indian sepoys that ultimately lead to the conflict. Britain attempt to conquer India was the cause of the mutiny and the Indian Mutiny.

Margaret Thatcher: Creating a Neoliberal Culture Essay

Marg bet Thatcher had a resounding career as a Prime Minister in Britain. She was loved and hated for her strong handed nature to politics. She brood kill unemployment and brought Britain out of a recession through utilizing liberal policies. Thatcher increased the agency of the private sector with a reduction of administration regulation and privatization of prevalent facilities. She took charge at creating a gloss that was focused on the individual. at last she battled any unions, which sought to ch completelyenge the neoliberal value she was fostering.In rig to cl lead Margaret Thatcher as a neoliberal, a solid definition of neoliberalism is needed. The political theory of neoliberalism is grounded in individual freedom. In order to achieve this, neoliberals ask for a system of political sympathies that is minimal. There should be almost no regulations that aim at restricting an individuals freedom (Hall 2011 11). This allows citizenry to turning as free agents in acc ordance to their personal aspirations. To supplement this close there is a desire for open, combative and unregulated markets. State-led social engineering science must never prevail over corporate and private interests.(Hall 2011 10-11) capitalist economy as a market system provides freedom from state hinderance and social collectivities. Stuart Hall states how Neoliberals see this as the optimal mechanism to social- sparing development, (Hall 2011 11).They unavoidableness to provide equality of opportunity and understand that this has a propensity to exe get bye inequality. This inequality is seen as a necessary evil in the basis of freedom, and ask that organization not make any attempts to ameliorate the snap between multitude. The governments role comes to the provision of securing the freedom of the people it sees over (Hall 2011 11). It does this through various things such(prenominal) as state head military, police force, and law that protects private contracts. These state facilities protect the individuals and allow them to decease within the state. Neoliberalism is an ideology that acts to create individuals free to make choice and to follow or fail by them. maven of the main facets of neoliberalism is the reduction of government tominimal levels. When Margaret Thatcher took office in 1979 she was determined to separate herself from the more collectivised values of past leaders. Thatcher immediately sought to reduce agency of the government in the private sector through flotation of government have facilities. There where a series of small sell offs and then in 1984 the privatization of British Telecom proved hugely successful at trim public debt. Then in 1987 opened the floodgates with the privatization of British Air shipway, Rolls-Royce, British Airports Authority, and after British steel (Hall 2011room and Sylvia 2011). After this Thatcher similarly was able to privatize British oil companies. She even privatized utilities suc h as water and electricity (Moore 2011). too the privatization of organizations, she also removed regulations on private corporations. The fair wages dissolver created a wage floor that restricted the readiness of corporations to pay competitive wages (Robertson 1986 288). In 1983 the government removed this resolution, opening a bulky gap in this wage floor (Robertson 1986 288). The Employment personation of 1975 gave workers the ability to submit low wage claims for government arbitration. Thatcher removed this with her updated Employment Act of 1980 (Robertson 1986 286). She was even willing to work around the law to increase the power of corporations When unable to make reparations to council law on minimum wages, she introduced the Young Workers evasion (Robertson 1986 287).This grated subsidies to employers who give less then legal minimum wage to workers 18 and younger (Robertson 1986 287). After the YWS was phased out she continued to avoid law with the red-hot Worker s Scheme (Robertson 1986 287). She provided government subsidies of 20 to workers between the ages of eighteen and twenty who were paid less than 80 per-week (Robertson 1986 287). This allows corporations to set prices lower than legal and incentives workers to take those positions. on with increasing the strength of the private sector, Margaret Thatcher wanted to change British last to be more in line with neoliberalism. She did this by promoting individual values and the reduction of state dependency. In Thatchers own words, There is no such thing as society. There is only the individual and his family, (Hall 2011 11). One of the first things she did was instate the Enterprise Allowance Scheme (Robertson 1986 288). This replaced employment benefits by bighearted 40 a week to 65,000people and then a metre if they start their own business. This promotes individuals to create their own solutions in an frugal milieu that was riddled with unemployment. She then went on to make une mployment even less good-hearted by cutting benefits offered to real values not seen since 1951 (Robertson 1986 288).Thatcher had even brocaded the idea of refusing supplemental benefits to youth who didnt register for occupations or job training, but had to back off when faced with accusation that this would be equal to conscription (Robertson 1986 289). These reforms had the effect of raising self-employed citizens to ten percent, declared by Britains Department of Employment (Jenkins 2007 164). Britains rank in economic freedom and entrepreneurial welcome has risen from 15th in 1989 to maiden in 1990 (Jenkins 2007 164). The above references show that Thatcher was trying to, and in many ways succeeded in creating a culture of individualism and self responsibility in BritainA source of protection to the culture she had created was worker unions. Margaret Thatcher goes on to separate union power and stands cold faced and firm against any resistance they show. There are several key years in Thatchers battle against unions. In 1980, 1982, and 1984 there were a series of acts that undermined union economic and political power (Robertson 1986 286). The Employment Acts in 1980 and 1982 served to strip legal pays from unions such as secondary picketing and sympathy whips. In 1982 there was an act that relaxed rules to partial dismissal. What it did was to exempt small businesses from rules that enabled workers to file unfair dismissal claims if they had less than dickens years of service (Robertson 1986 286). She even went to try and extend this exemption to all business in 1985 (Robertson 1986 286).In response some unions organized strikes to face Thatchers crackdown. The most well known attempt was the miners union organizing a strike that lasted for over a year (Moore 2011). Throughout this Thatcher did not pay any of her conditions or regulations. In the end the union gave in and the strike stony-broke (Moore 2011). Throughout her time in office the yearly funds lost to days of strike fell from 29.5 million to 1.9 million (Moore 2011). Margaret Thatcher drove union membership down sixteen percent between I979 and I984 (Robertson 1986 287), masking that she was further driving Britain intoNeoliberal idealsSome people have suggested that Margaret Thatchers assault on government and claimed her to be as far right as libertarian. The previously stated quote there is no such thing as society. There is only the individual and his (sic) family, (Hall 2011 11) is a radically right saying people could point towards. Also her privatization of essential goods and serve such as water points towards a far right standpoint. The fight between neoliberal and libertarian mainly comes down to degree. This means that both are right aligned, holding a focus on freeing of people and reducing government. It should be held that Margaret Thatcher is not as far right as libertarian.Though she took Britain a farseeing with her in a huge sweet polit ically in that direction, she held some key businesses as private for the benefit of Britains economic well being. She also did not really undermine the post-war public assistance consensus. She retained such public sector giants as the NHS, British Rail, the bureau Office (Jenkins 2007 162). These could have been privatized, but it was held that doing this could hurt Britain economically. A libertarian would have to cut these as they are not seen as being responsible to the state. She also kept the structure of social welfare and benefits (Jenkins 2007 162). Though she did restrict sustenance and brought it down in degree, a libertarian would have eliminated such state propel benefits For these reasons Thatcher is politically right, but not to the degree of libertarianism.Margaret Thatchers career as a Prime Minister in Britain was controversial at best. She took to neoliberal values to drive down unemployment and foster economic profit in Britain Thatcher stripped the public s ector of many of its organizations and then cutting government regulations to increase the power of the private sector. She sought to create a culture in Britain around the individual and their responsibility to their own success. She also broke down unions as they stood to fight against the neoliberal culture she had created. This is why Margaret Thatcher is a neoliberal.ReferencesRobertson, David. 1986. Mrs. Thatchers Employment Prescription An ActiveNeo-Liberal Labor Market indemnity Journal of Public Policy. 6 275-296.Groom, Brian. And Pfeifer, Sylvia. 2011. Privatisation defined Thatcher era. http//search.proquest.com.ezproxy.lib.ucalgary.ca/docview/909517457 (November 21, 2012).Hall, Stuart. 2011. The neoliberal revolution Thatcher, Blair, Cameron the long march of neoliberalism continues.Soundings. 48 9-27.Moore, Charles. 2011. The Invincible Mrs. Thatcher. http//go.galegroup.com.ezproxy.lib.ucalgary.ca/ps/i.do?id=GALE%7CA276179927&v=2.1&u=ucalgary&it=r&p=AONE&sw=w (Novembe r 21, 2012).Jenkins, Simon. 2007. Thatchers Legacy. Political Studies Review. 5 161-171.

Visual Puffery in Fragrance Ads

Rollins College Rollins Scholarship Online Faculty Publications 1-1-2012 A study of ocular puffery in centre de none Is the subject sent stronger than the actual hoist? set Toncar Youngstown State University Marc Fetscherin Rollins College, emailprotected edu Published In Mark Toncar, Marc Fetscherin, (2012) A study of optical puffery in fragrancy advertisement Is the communicate sent stronger than the actual perfume? , European journal of merchandise, Vol. 46 Iss 1/2, pp. 52 72This Article is brought to you for tolerant and open access by Rollins Scholarship Online. It has been recognised for inclusion in Faculty Publications by an authorized administrator of Rollins Scholarship Online. For more than in human bodyation, entertain contact emailprotected edu. A Study of ocular Puffery in corsage publicize Is the message sent stronger than the actual flavour? Abstract Purpose This piece of music investigates opthalmic exaggerations of redolence advertisement s by comparing subjects expectations resulting from strike ads to their succeeding fruit military ratings.It thusly considers whether the actual odourises f either short, tint or exceed these expectations. spend/methodology/ get along By direction of a semiotic epitome we capture the t aloney literary attributes of the ads to develop adjective pairs describing the meaning of the ads. Interviews atomic number 18 conducted to measure out the meaning that consumers draw from the perfume ads and we supplement these findings by perform a screenland olfactive merchandise evaluation of the sugarinesss. Paired pattern t-tests ar personad to comp ar ubjects ad expectations to their resultant proceedsion evaluation of the actual scent. Findings Our results show that the ocular cues and castry in the fragrance ads appear, at a lower place authorized conditions, to result in output expectations that exceed actual harvesting evaluations, intimateing the hum anity of optical puffery. We too found that the more abstract descriptors of the ad resulted in signifi lavatorytly higher(prenominal) expectations, small-arm the more concrete descriptors resulted in signifi bay windowtly lower expectations than the actual crossing evaluation. investigate limitations/implications A small sample size of homogenous consumers limits the generaliz faculty of the results. zero(prenominal)measures of location military strength were portion outn. Practical implications Visual puffery whitethorn be telling and help groceryers, even in countries where vocal puffery is illegal, to do an early(a) means to reach consumers. Originality/value This paper investigates an on a lower floor-enquiryed or sharpnessal cavity in advertize.A multimethod admission and primary selective information argon employ to assess subjects ad expectations of a fragrance and the actual fruit evaluation and demonstrates the foundation of opthalmic puffery. Keywo rds Puffery, denote, Fragrance, Perfume Paper type Research Paper 1. intromission Consumer enquiry in ad has a long history of look into how the structure of a persuasive message cannister influence its soundness (Belch and Belch, 2009).One hireful way to classify previous interrogation is that which pertains to the verbal aspects of the message, the ocular aspects, or query that considers some(prenominal) verbal and visual cues (Stern, 1996 McQuarrie and Mick, 2003a Stathakopoulos, 2008). Illustrative of the research foc victimisation on verbal cues includes studies foc exploitation on social club of showing of harvest-time claims (Kamins and Marks, 1987 Krugman, 1962), whether to include or omit conclusions (Chance, 1975 Kardes, 1988) and the effectiveness of i-sided versus twosided messages (Eisend, 2006 Belch, 1983 Sawyer, 1973).More belatedly, researchers perplex begun to focus on the effects of the visual comp whizznts of advertising much(prenominal) as visual hyperbole (Callister and Stern, 2007) and visual mestrikehor (McQuarrie and Phillips, 2005) recognizing that twain the verbal and visual instruction corresponded in an ad can influence the way an advertising message is exploited and perceived (Oliver, 1979 Mitchell, 1986 Edell and Staelin, 1983 Hirschmann, 1986 Smith, 1991 Stern, 1996 Scott and Batra, 2003 McQuarrie and Mick, 2003a Stathakopoulos et. al 2008).Research wrap uping deceptive advertising practices has broadly focuse on the verbal aspects of product claims, and has non often assessed the manipulation that visuals can play in communicating deceptive, mis haveing or unfaithful information. This is eespecial(a)ly true regarding investigations of puffery in advertising. The purpose of this paper is to introduce and treat the concept of visual puffery, and to get a line whether exaggerated and unsubstantiated product claims can be communicated to consumers using visual resource.Specifically, the objectives of th is research atomic number 18 twofold offset, to go through how advertisers argon using visual appeals to nonplus sensory expectations by consumers. Second, we seek the family surrounded by the sensory expectations that argon created in the minds of consumers by the advertisements and consumers subsequent product evaluation. In so doing, we seek to come out and measure the terminus to which viewers expectations developed in repartee to an ad differ from their subsequent evaluation of the actual product in the ad and whether visual puffery exists. . lit Review 2. 1. Visuals in publicize Historically, advertising research has been dominated by investigations that foc utilize on the verbal circumscribe of advertisements. With regard to clipping advertising, this has more often than not fixred to investigations involving the headlines and proboscis copy and analyse how specific linguistic elements assume the touch of advertising information.Illustrative of these studies are the works of Leigh (1994), who investigated the use of figures of speech in powder store publisher headlines, McQuarrie and Mick (1996) who examined the use of figures of speech in advertising delivery, Djafarova (2008) who investigated the use of puns in advertising, and M former(a)(a)sbaugh, Huhmann and Franke (2002) who explored the effects of grandiloquenceal figures on consumers processing effort and focus.Visual elements of advertisements, such as pictures or symbols are in any case an weighty comp hotshotnt of many advertisements, and the use of goods and services of mental graspry in shaping consumer response and behavior has only recently begun to receive the aforementioned(prenominal) degree and sophistication of research attention as the verbal elements in advertising (McQuarrie and Mick, 1999 Fetscherin and Toncar, 2009). The importance of visual imagery in advertising has been ecognized since the 1970s when Rossiter and Percy (1978 1980 1981) proposed t he visual and verbal loop surmisal which showed that visual content in advertising is just as capable of increase the consumers product bearing as is verbal content (Rossiter and Percy, 1980, p. 15). Since whence it has start clear that visual elements can be effective maneuver to achieve a set of advertising objectives, including belief acceptance and transfer (Miniard et al. , 1991 Mitchell and Olson 1981 Peracchio and Meyers-Levy 1994) and memory (Childers and Houston, 1984).Messaris (1997) discusses in his book that time ads, and new(prenominal) forms of advertising, often assume meanings that cannot be verbalised as advantageously, or at all, through words. As the book title suggests, Visual persuasion is an exploration of these unique aspects of advertising. utilize a range of methodologies, illustrative research on the subject field includes investigating the effects of visual hyperbole (Callister and Stern, 2007) and visual metaphor (McQuarrie and Phillips, 2005 ), honourable issues that reverse from visual representations in advertising (Borgerson and Schroeder, 2002), the visual imagery and epresentation of the male body in advertising (Schroeder and Zwick, 2004), and using interpretive methodologies from art and literary censure to explore the meanings in advertising imagery (Stern and Schroeder, 1994) to mention only a hardly a(prenominal). A more recent trend is to build upon theories of verbal grandiosity to chthonicstand the effects of visuals in advertising (Scott, 1994 McQuarrie and Mick, 1999 van Enschot, Hoeken and van Mulken, 2008 Stathakopoulos, Theodorakis and Mastoridou, 2008 Phillips and McQuarrie, 2004).The development consensus, regardless of the methodological tool used, is that visual imagery is a nigh ubiquitous and powerful influence in advertising. In sum, at that place are several theories which fashion model the way visual elements in advertising act consumer response including classical conditioning (Ross iter and Percy, 1978 Shimp et al. , 1991), the visual and verbal loop possible action (Hansen, 1981 Rossiter and Percy, 1980), the military strength towards the ad or venture-transfer theory (Mitchell, 1986 Shimp 1981), information processing theory (MacInnis and Price, 1987), and the elaboration-likelihood model (ELM) (Petty et al. 1983) which show both underlying and peripheral routes to persuasion. Vaughn (1986) developed the FCB power system as a framework for underdeveloped creative advertising strategies and this has been blanket(a) except by Rossiter et al. (1991) who created the Rossiter-Percy football field (Mortimer, 2002). As Scott (1994, p. 256) mention, these theories have been investigated in cooccur ways, which makes it difficult to stipulate distinct theoretical boundaries. More everyplace, Scott (1994, p. 258) suggests that a second playing field of research can be characterized by a broad methodological orientation rather than by a unified theory.In fac t, at that place are different informative theories and approaches to analyze visual elements of advertising (McQuarrie and Mick, 1999). The quad nearly common are the pursuit. First, the archival tradition is perhaps the oldest one whereby large samples of advertisements are gathered and content compend is used to examine the oftenness with which various types of visual elements appear (Harris and Attour, 2003 Seitz, 1998 Scott, 1994). Second, the experimental tradition systematically varies both the presence or absence of pictures per se (McQuarrie and Mick, 1999).The third is the readerresponse approach which seeks to uncover the meanings that consumers draw from the ads (Mick and Buhl, 1992 Scott, 1994). Extended interviews are used to understand the complete and complex interplay between elements of the ad and consumer perception. Finally, the text-interpretive approach draws on magniloquenceal and semiotic theories to provide a systematic and nuanced abstract of th e individual elements that make up the ad (Scott, 1994 McQuarrie and Mick, 1999).A few studies (Corbett, 1990 McQuarrie and Mick, 1999 Morgan and Reichert, 1999 McQuarrie and Mick, 2003a McQuarrie and Phillips, 2005) have used visual rhetoric compendium, an interpretative theory, in advertising research. Phillips and McQuarrie (2002) show that metaphors and hyperbole, which are figurative expressions that involve purposeally exaggerated statements (visual or verbal), appear in 17. 3% of advertisement pictures and 44% of headlines and have increased steadily since the 1960s. More recently, Callister and Stern (2007) looked at the use of visual hyperbole as an intriguing form of exaggeration in advertising.To do so they focused on the description of the rhetorical figures present in ads. Like rhetoric analysis, semiotic analysis can also be used by the researcher to assess the effects of images and symbols. Both, rhetoric and semiotics are text-centered approaches (McQuarrie and Mi ck, 2002). As such, they make relatively simple and impartial assumptions slightly the human system, concentrating instead on the development of elaborated structures that can be used to differentiate types of visual content in advertisements (McQuarrie and Mick, 2003b, p. 192).The hearty study assesses visuals in advertising using two approaches. First, we use a text-interpretive approach by means of semiotic analysis (ad system) to identify, capture and to generate the corresponding literary attributes that describe the most prevalent signs within the visual message. Second, using a reader-response approach, we conduct personal interviews to learn the meanings that consumers draw from the ads and take the perspective of a human system. We supplement these findings by performing a blind olfactory evaluation of the fragrances. 2. 2.Puffery in advertizement The concept and use of verbal puffery in advertising has been extensively researched in the past few decades. It is widely understood to refer to exaggerated or unsubstantiated advertising claims. The Federal Trade Commission (FTC) defines puffery as a term much used to denote the exaggerations reasonably to be expected of a trafficker as to the degree of quality of his product, the truth or falsity of which cannot be precisely determined (DeFrancis, 2004, p. 10). Illustrative of the extensive research on the topic are the early works of Preston (1967), Preston and Scharbach (1971), and Richards (1990) among others.For example Preston (1996) and Richards (1990) investigate the role of puffery as it relates to deception and consider whether puffery constitutes deceptive advertising. Puffed claims, eyepatch obviously untrue, are naturally not considered deceptive because, by definition of the FTC, puff claims are inhering claims that no reasonable person would take to be literally true. While the FTC has taken the position that puffery is not deceptive because it does not work, empiric research has not for the most part support this (Kamins and Marks, 1987).Moreover, and as Haan and Ber severalize (2002) argue if puffery does not work, salespeople and advertisers would not use it (p. 245). Some researcher demonstrated that under original conditions consumers believe exaggerated claims (Cunningham and Cunningham, 1977 Rotfeld and Rotzoll, 1980 Rotfeld and Preston, 1981 Olson and Dover, 1978 Kamins and Marks, 1987 Wyckham, 1987 Haan and Berkey, 2002 Cowley, 2006) while others shows that while consumers are able to identify an exaggerated claim, the evaluation of the brand was still more positive when whiff claims were used (Cowley, 2006).Still other research suggests exaggerated claims can produce prejudicious effects (Vanden Bergh and Reid, 1980b). Studies have looked at the effects of puffery on product attitude and purchase intentions (Kamins and Marks, 1987), or considered the use of puffery in ads for specific product categories such as ball point pens (Kamins and Mark s, 1987, Vanden Bergh and Reid, 1980b) or automobiles (Vanden Bergh and Reid, 1980a Vanden Bergh et al. , 1983) for example.In addition, there is ample rise that verbal puffery influences pre-purchase (Oliver, 1979) as hale as post-trial product evaluations (Olshavsky and Miller, 1972 Anderson, 1973 Kamins, 1985 Olson and Dover, 1978 Oliver, 1979). In sum, theses studies suggest that verbal puffery farms pre and post-trial product ratings relative to trial alone and that, in original conditions, this effect increases as the puffery becomes more exaggerated (Kamins and Marks, 1987). This last observation brings up an raise issue regarding the effectiveness of different degrees of puffery.Preston (1996, 1998) introduced six categories of verbal puffery, establish upon the strength of the assertion made in the puffed claim. He named the categories beaver, best possible, better, specially good, and subjective qualities. Haan and Berkey (2002) investigated the believability of each of the six forms of puffery and found that in all but one category, consumers do not strongly believe or disbelieve puffed statements (Haan and Berkey, 2002, p. 251). They concluded their findings were broadly speaking onsistent with Beltramini and Evans (1985) who suggested the consumers are tired of overused techniques in advertising and, as a result, see little difference in the believability from one advertisement to the next (Haan and Berkey, 2002, p. 251). A careful inspection of Haan and Berkeys (2002) results yields an interesting observation. The only category of puffery that affected subjects beliefs was the subjective claim category, which, according to Preston (1996), represents the weakest form of puffery. While he other cardinal types of puffery all involve the use of verbal superlatives and exaggeration, the subjective claim puff is one which makes a subjective assertion about the product with no implicit or hardcore reference to the product. This suggests that ad vertisers of consumer products, who rely heavily on subjective claims, as is the grammatical case for fragrances, should be wary of delivering these claims using verbal puffery. Furthermore, and as stated by Haan and Berkey (2002), consumers beliefs about an advertisement are tie in to factors other than the verbal puffed claims made about the product.This is important for our study as we argue that this could back up advertisers to communicate claims about subjective product benefits by using visual rather than verbal puffery. 2. 3. Personal Fragrance advertisement Fragrance advertising represents a pregnant portion of ad pages and spending, estimated to be in the billions of dollars. fall guy advertising of fragrances poses additional challenges compared to many other products for the following third main(prenominal) reasons. First, fragrances have no significant functional benefit and are in truth intimate purchases where preferences are personal (Busch, 2003).Since odors stimulate the part of the brain trusty for emotional responses, olfaction represents a different path to the consumer than is afforded by other types of cues (Ellen and fancy up, 1998). According to Kirk-Smith and Booth (1987), the emotional response generated by a scent depends on the complex meaning of previous social experience with odors (p. 159). The emotional aspect of odors may therefore influence a consumers attitude and motivation to purchase through the associations it evokes.Second, because perfume, like many other products and services, is not purchased found upon the functional benefits they provide, advertising a perfume represents a special challenge for marketers because they cannot sell their product based solely on its features. Instead, fragrance marketers speak to peoples fantasies, and attempt to create a brute mood using a variety of visual and verbal tactics, including metaphors and other figures of speech as well as a broad range of visual symbols that can often best be understood using a semiotic analysis approach (Toncar and Munch, 2001). Third, it is difficult to ommunicate a taste, or in our case a scent in a target ad. This is compounded by the fact that the actual scent of a perfume is only one of a number of salient cues that affect product purchase, many of which are introduced and communicated in the ads. The ad can depict a photograph of the bottle, index include a scent strip in magazine advertising, making a nebulous product a bit more substantive, or use a variety of rhetorical techniques to tap into the human capacity for multi-sensory perception and provoke the consumer to actually envision the scent based on coded images and signs embedded within the print advertisement.In this regard, much fragrance advertising can have transformational effects. Transformational advertising (Wells, 1980) is effective by developing associations with the brand use experience that transforms that experience into something different than it would be in the absence of the advertising transformational advertising creates, alters, or intensifies feelings (Aaker and Stayman, 1992, p. 239) and attempts to move the consumer emotionally to a point of greater product acceptance (Cutler et al. 2000). In that respect, transformational advertising enhance mostly he founding fatheric and symbolic benefits but does not appear to affect evaluations of functional benefits (Naylor et al. , 2008). Drawing on biology, psychology, and rhetorical techniques, print advertisements for fragrances are generally quite artistic. For this reason, the text interpretative analysis of the semiotic relations among key elements of the ad is a suitable approach to gain insights about the messages macrocosm consumeed in the ads.Busch (2003) explains that the human senses do not work independently, but in tandem to influence desires, decisions, and emotional responses and this feature of human perception suggests that fragrance advertising u sing linguistic and visual cues actually has the power to affect consumer expectations and convey the scent of the advertised fragrance. Ellen and Bone (1998) showed that the addition of a more congruent scratch-and-sniff panel to a fragrance advertisement improves attitude toward the ad or the brand.Lambiase and Reichert (2003) used rhetorical analysis to explore sexually point appeals in fragrance advertisements. Moriarty (2006) showed how semiotics can be used in advertising to create meaning that does not naturally exist and Clare (1998) demonstrated the usefulness of semiotic analysis for mens fragrance advertising and showed that signs or cues in the ad provide a favorable image of the product. Studies from the publicise Educational nucleotide (2006) as well as Ellen and Bone (1998) discuss the growing emphasis on olfactory cues for differentiation in modern advertising. 3.Methodology The objectives of this paper are to investigate (1) how fragrance advertisers are using vi sual appeals to generate sensory product expectations and (2) the relationship between the product expectations resulting from the ad and the corresponding product evaluations. This task is somewhat complicated by the subjective nature of the meanings generated by the visuals in the ad as well as the scent of a fragrance. To address this issue, we will use the kindred set of literary attributes when assessing and comparing viewers product expectations based on an ad with their subsequent product evaluation of the fragrance.The extent to which consumer expectations based on the ad exceed their subsequent product evaluations can be viewed as a form of visual exaggeration, or perhaps visual puffery. This fundamental rationale, that puffery may be conceptualized and even quantified as the extent to which expectations of a product arising from an ad exceed subsequent product evaluations seems reasonable. A mistakable approach has been used in other studies, including McQuarrie and Mic k (1999). Visual claims that, if believed, result in expectations on the part of viewers that exceed the capabilities of the product fit the accepted definition of puffery.As mentioned previously, in this study we assess visual puffery in magazine advertising using a multi-method approach. First, we use a text-interpretative approach by means of a semiotic analysis to identify, capture and to generate the corresponding literary attributes that describe the most prevalent signs within the visual message (ad system). This gives us the descriptors of product attributes and therefore the literary attributes to be evaluated and on which visual puffery was assessed. Second, we use a reader-response approach by means of personal interviews to assess the meaning that consumers draw from the ads (human system).In addition, these findings are supplemented with an actual product test by means of a blind olfactory evaluation of the fragrance. This multi-method approach builds on previous studie s to show the value of this approach for consumer research (McQuarrie and Mick, 1999). 3. 1 semiotic summary The literary attributes were developed using a semiotic analysis of the cardinal ads chosen. Semiotic analysis can be used to rewrite the meaning of advertisements. It is an approach that seeks to interpret messages in footing of their signs and patterns of symbolism (Moriarty, 1995).Everything in an advertisement, such as the models hair and clothing, the ads color palate, the lighting and the objects featured in the advertisement, functions as a variant of something else. All forms of semiotic analysis consider each aspect of the ad in question to be important for the generation of meaning. Semiotic analysis begins with the listing of all of the signs, structures, and codes embedded within the text (Lawes, 2002). Another important part of semiotic analysis involves looking at contrasts and implied contradictions.The structural methods occupied by many semioticians in volve the study of paradigms as binary or frigid oppositions (Chandler, 2001), and there are many contrasting pairs that can be recognized in advertisements. Male/female appears to be the most central opposition, since male and female sexuality is connoted from their pairing in the advertisements. The objective of an advertisement, for example, could be to bring male and female together through the use of the product by the charwoman to attract the male. The subsequent power the woman has over the man, or vice-versa, leads us to the next noticeable opposition dominant/subordinate.The woman can dominate the subordinate man, or the opposite may occur. shadowy/white and mind/body are also binary oppositions the text or background is presented in black and white. And of course, the reverse may also be true. The researchers used a semiotic analysis of the three ads and the following attribute-adjectives pairs were generated that describe the range of meanings of the three selected ads . These are adjective pairs and not polar opposites in the literary sense and are meant to be, to some degree, synonyms rather than antonyms, describing similar, not opposite aspects of the ads.The selected pairs of adjectives were used to identify the elements of visual imagery in the ads and aft(prenominal)wards also in the product evaluation. They are summarized in the following card I. Table I. Adjective Pair trip out/ minimize Bold/ justly Arousing/Sensual Romantic/Feminine Playful/ sexy gloomy/foreign Earthy/Musky loco/Tasty medicative/Bland velvet/Creamy 4. Data Collection We gathered primary data by means of structured interviews (survey) of potential consumers. The first section of the questionnaire focused on acquire habits and fragrance use.In the second section subjects were shown a copy of a fragrance ad and were asked to answer questions pertaining to that ad. The questions required subjects to describe how they envisioned the scent by identifying their expecta tions using the adjective pairs, resulted from the semiotic analysis, on a five point Likert plate anchored by strongly disagree and strongly agree. This process was then repeated with the remaining two ads. The third section tried and true subjects actual olfactory perceptions of each of the three fragrances. The subjects were asked to perform a blind olfactory evaluation of the fragrances.They were asked to describe each scent using the same adjective pairs and scale so that their actual product evaluations could be compared to their expectations. This operation was then repeated for the remaining two fragrances. Respondents were provided a small phial of coffee beans to smell between each fragrance sample, in order to clear the olfactory palate and minimize the likelihood of scents mixing or getting confused. The order of presentation of both the ads and the fragrances was randomly selected to prevent any ordering effect. Finally, socio-demographic information was collected.T hree different full-page advertisements for womens fragrances from movement magazine were selected for this study. Vogue was used for several reasons it is one of the oldest sort magazines in the market (since 1892), the target earshot is females, it is widely accepted as the Fashion news or Style Bible, and it is one of the most influential fashion magazines in the world (Weber, 2006). Moreover, it is among the top 10 magazines in the US in terms of ad pages and is also the leading magazine in terms of advertising revenue and circulation.The three advertisements used in this study were (1) tearing Delicious by DKNY, (2) Hypnose by Lancome Paris, and (3) euphory by Calvin Klein. Fragrances were selected as a product category because of the intensely visual imagery that is often utilise to communicate intangible product benefits as mentioned higher up. The specific ads were selected primarily due(p) to the relative absence of verbal cues which may explain why these ads appear ed not only in the US edition of Vogue but in many international editions as well (Vogue UK, Vogue France, and Vogue Australia, and Vogue Italy). The actual ads used in this research are reproduced in construe I.Take in Figure I Three ads were chosen for several reasons. First, we believed that duple ads would provide a more broad inspection of our research objectives than a single ad. However, we were concerned that too many ads and their associated fragrances would overwhelm the respondents senses of smell and deprave their ability to accurately evaluate the fragrances, a key objective in our research. Finally, related studies used similar number of ads per respondent (Kamins and Marks, 1987 Vanden Bergh and Reid, 1980b Rothfeld and Rotzoll, 1980 Wychkam, 1985 Ellen and Bone, 1998 Schmitt et al. 1995 McQuarrie and Mick, 1999 Cowley, 2006). The target audience of womens fashion and beauty magazines such as Vogue is generally fashion-conscious women under the age of 45. Vogue, sp ecifically, reports that the average age is 34 and that 63% of its readership is between the age of 18-49 (Conde Nast Digital, 2009). In addition, approximately 75% of perfume purchases in the fall in States are made by women under the age of 25 (Busch, 2003). This suggests that adolescent women are a representative and suitable sample for this research. It should be noted that many studies used student samples (e. . , Vanden Bergh and Reid, 1980b Kamins and Marks, 1987, McQuarrie and Mick, 1999 Cowley, 2006) compared to ours which is based on consumers. The survey official document and procedures were pre-tested with a sample of sixteen women to identify problems preceding to the actual interviews. Finally, 75 young women infra the age of 25 were randomly interviewed outside a major upscale shopping mall near a metropolitan city located in the southeastern part of the United States. Cronbachs important was used to assess the reliability of the measurement items used.The overa ll alpha for all the scales was 0. 85. The alpha for the ad rating scales was 0. 72, and 0. 73 for the fragrance rating scales. This suggests the measurement scales exhibited acceptable reliability. 5. Results 5. 1. Descriptive Statistics Table II presents basic descriptive statistics about the respondents that illustrate their similarity to the target market of these fragrances and advertisements. The age, household income, frequency of travel and enjoyment of ethnic visits such as museums and the theatre are provided in the table.Table II. Descriptive Statistics Demographic Characteristic (n=75) Age 17 18 19 20 21 22 23 Household Income $0- $25,000 $25,001 $50,000 $50,001 $75,000 $75,001 $100,000 $100,001 and above Travel Never Percentage 1% 16% 36% 24% 12% 8% 3% 7% 20% 8% 15% 50% 4% Culture Visits Seldom Occasionally Often oftentimes Never Seldom Occasionally Often Frequently 12% 39% 20% 25% 3% 12% 36% 31% 18% The self-reported annual household income was generally consiste nt with the average household income of the typical Vogue readership.The same applies to the travel habits as well as cultural activities, such as visits to museums, art galleries and theatrical performances. Overall, our analysis indicates that our sample is similar to the readership of Vogue. Ninety-two pct of our sample reported buying a fragrance for themselves at least once each year and over 50% reported buying at least twice each year. Eightythree percent reported that they read a fashion/beauty magazine at least once each month and 55% reported exercise one at least twice each month.This information suggests that the women in our sample appear to have substantial exposure to magazine fragrance advertising. 5. 2. lieuers Expectations and Evaluations Since earlier knowledge of, or experience with the ads or fragrances used in the experiment could have an impact on subjects expectations and product evaluations, we first asked respondents whether they had seen each ad and whe ther they recalled smelling each fragrance. The responses of the women who reported either eyesight one or ore of the ads or smelling one or more of the fragrances were compared to the responses of the women who reported no previous exposure to either the ads or the fragrances. thither were no significant differences between the two groups. While this result allows us to consider our sample as one relatively homogeneous group, it is at the same time somewhat troubling as this seems to suggest that prior exposure to the ads and/or the fragrances in this study did not affect subjects perceptions of either the ads or the fragrances.One explanation is that there are hundreds of different fragrances and ads out in the market, while our study is limited to three fragrances and ads. Furthermore, those subjects who were undefended to the ads and/or fragrances prior to our study either did not recall or recognize it, curiously this might be the fact in the case of the blind olfactory test , or respondents did not integrate the prior ad and fragrance information into their consciousness based on the parameters established by our dependent measures.Table third summarizes the average rating of the subjects expectations resulting from the advertisement (Ad) as well as the average rating of the subsequent product evaluations (Fragrance) for the three ads and their single fragrances. Table III. Advertisement and Fragrance Evaluations Mean values Light/Understated Bold/Powerful Arousing/Sensual Romantic/Feminine Playful/ Flirtatious Mysterious/ Exotic Earthy/Musky Fruity/Tasty Medicinal/Bland Velvety/Creamy blushful Delicious Ad Fragrance 2. 31 3. 41 3. 80 2. 81 4. 04 3. 31 3. 81 3. 51 4. 09 3. 61 3. 28 2. 65 2. 15 2. 43 3. 68 3. 41 1. 60 1. 97 1. 79 2. 28 Hypnose Ad Fragrance 3. 9 3. 04 2. 89 3. 13 3. 65 3. 11 4. 03 3. 55 3. 43 3. 12 3. 52 2. 95 2. 33 2. 65 2. 31 2. 47 1. 80 1. 93 2. 47 2. 61 Euphoria Ad Fragrance 2. 43 2. 60 3. 80 3. 60 4. 31 3. 28 3. 95 3. 49 3. 63 3. 17 3. 96 3. 15 2. 77 2. 72 2. 13 2. 53 1. 72 1. 89 2. 76 2. 40 Since subjects reported both their fragrance expectations and subsequent product evaluations using the same set of scale items, paired sample t-tests were used to consider whether the ads generated scent expectations that fell short, met, or exceeded subjects actual product evaluations. The tables that follow summarize the similarities and differences between the xpectations that were generated in response to the ads and the subsequent product evaluations in response to the blind olfactory tests. 5. 3. Red Delicious Results Subjects responses to the Red Delicious ad/scent pairing indicated significant differences between subjects expectations and product evaluations in eight of the 10 adjective pairs. In five of the pairs, Bold/Powerful, Arousing/Sensual, Romantic/Feminine, Playful/Flirtatious and Mysterious/Exotic, the expectations generated in response to the ad exceeded the subsequent olfactory evaluation of the frag rance.In three pairs, Light/Understated, Medicinal/Bland and Velvety/Creamy the olfactory evaluation exceeded expectations. It appears that based upon their exposure to the ad, respondents expected the fragrance to be more powerful, sensual, feminine, flirtatious and exotic than they ultimately evaluated the fragrance to be. Conversely, the actual fragrance appears to have been lighter, more smooth and understated than subjects expected it would be. These results are summarized in Table IV below and are addressed at greater length in our word of honor section.In the table, the expectation/evaluation pairs that differed significantly (p Fragrance (Visual puffery) Ad = Fragrance (match) Ad Fragrance Total Red Delicious 5 2 3 10 Hypnose Euphoria 4 5 5 4 1 1 10 10 Total 14 11 5 30 There is sparse evidence that the ads used in this research generated accurate expectations. Instead, there is more evidence that the ads generally resulted in higher expectations among subjects, expectat ions that were not met when subjects actually used the products. Almost half (14) of the paired comparisons resulted in significantly higher expectations than product evaluations.One interpretation of this observation is that the visual imagery in the ads communicated exaggerated claims about the product benefits. Across all three fragrances, the expectations generated by the ads that related to the adjective pairs of Arousing/Sensual, Romantic/Feminine, Playful/Flirtatious and Mysterious/Exotic were all significantly greater than subsequent product evaluations. Interestingly, all four adjective pairs seem to be unambiguously favorable characteristics of perfume. A careful inspection of our results yields one additional intriguing observation.Each of the ten adjectives pairs can be categorized as pertaining to either concrete or abstract descriptors. The first six (Light/Understated, Bold/Powerful, Arousing/Sensual, Romantic/Feminine, Playful/Flirtatious, Mysterious/Exotic) are more abstract and symbolic descriptors, while the remaining four (Earthy/Musky, Fruity/Tasty, Medicinal/Bland, Velvety/Creamy) are more concrete. Across all three ad/fragrance pairs, we spy that in most cases, for the abstract descriptors the ads generated significantly higher expectations that exceeded the actual product evaluation.In contrast, for the concrete descriptors we observe that the expectations in response to the ads fell short of actual product evaluation. We discuss this result further in the next section. 6. Discussion Readers of magazine advertisements may not overtly recognize the visual themes and messages in an advertisement that emerge from a semiotic analysis. However, if the visual and symbolic message of the ad is successfully delivered and therefore understood, implicitly or explicitly by readers, the ad can convey expectations of the product that exceed, fall short of, or match consumers subsequent evaluation of the product.To convey a weaker message risks deve loping expectations that may be insufficient to strike consumers to consider purchasing the product. However, to convey expectations beyond the products ability to satisfy these expectations risks dissatisfied customers who try or purchase the product with certain expectations of its performance, but who ultimately learn that the product will not meet their expectations. Taken together, our results suggest that the visual imagery in magazine advertising for fragrances can be effectively used to make claims about product features and benefits that are not substantiated through actual trial of the product.This brings up the real and intriguing possibility that visual imagery can be used as a mechanism of puffery making superlative, exaggerated claims that are not substantiated. To our knowledge, the universe of discourse and effectiveness of visual puffery has not been previously investigated despite a call made already by Richards and Zakia (1981) in the early 1980s, that pictures and symbols should be regulated as vigorously as words as well as the decision of the 2nd U. S. District Court of Appeals in Manhattan which rule that puffery can include visual depictions.Moreover, this also poses interesting questions for policy makers because, in contrast to verbal puffery, which according to FTC is recognizable by reasonable consumers and cannot lead to deception (Kamins and Marks, 1987), visual puffery is not immediately recognizable. Typically, puffed claims have been expressed verbally, in the form of superlatives. communicatory puffed claims are, at least in the United States, legal and acceptable because they are considered by the FTC as the language of advertising and consumers understand as much and are not deceived by puffed claims.This doesnt mean that there are any cultural, ethical or visual issues related to this (Borgerson and Schroeder, 2002 Schroeder and Zwick, 2004 Schroeder, 2005 Schroeder and Borgerson, 2005). As Schroeder and Borgerson (2003 ) noted, visual issues often are overlooked in advertising research despite their importance in meaning creation (p. 68). Our study is therefore noteworthy as it contributes and extends be literature by suggesting the existence of another important form of puffery, which we refer to as visual puffery.In many cases, the visual cues and imagery in the ads used in this research appeared to generate product expectations that were not met when the product was used. This is both intriguing and perplexing and suggests potential legal implications as well. In short, while verbal puffery is legal in the United States because it is presumed to not be effective by FTC, visual puffery may be quite effective and might help marketers, and specifically in countries where verbal puffery is illegal, to use another means to reach consumers.This study provides a first step toward understanding and assessing visual puffery and we encourage further research in that direction. Given the ubiquitous use o f imageryladen ads in the promotion of personal fragrances, the larger question may be why and how visual puffery, in which type of ads, other type of products and consumer portions, is effective? One plausible explanation is that fragrances are somewhat of a vision product, closely connected to the self-esteem or self-image and perceived desirability and attractive force of the buyer.Consumers are not buying the fragrance alone, but the imagery that becomes intimately associated with the fragrance. While we offer some evidence in this paper related to fragrances, it is an idea that merits further consideration and research. It seems likely that the purpose of fragrance ads is to get attention, to stimulate interest and desire ultimately leading to purchase intention and behavior. It can also help to build brand awareness, to develop and reenforce brand image and brand personality.It is plausible that fragrance advertising leads to product trial, and product trial is then infl uenced by the imagery created in the advertising. In one sense, consistent with the concept of transformational advertising, we can argue that the visual imagery in the ad creates an intangible product benefit, the presence of which is either supported or refuted at the time of product trial. When consumers actually try the scent, they may associate the scent with the visual imagery that they have been previously exposed to.They may also associate the scent with the overall brand image, specially if that image is well-established and understood, such as Calvin Klein. This suggests a somewhat symbiotic relationship between the visual imagery in the ad, the overall brand image and the actual fragrance of the product. A consumer who tries a fragrance in a store often does so with prior knowledge of the brand and after prior exposure to the ads or the fragrance. The scent of the fragrance might become closely associated with the brand image, the visual imagery in the ad, or both.The sc ent, therefore, becomes mysterious, or sexy, or exotic, because it is depicted that way in the ad and reinforced by the overall image of the brand. Future research should explore the existence of this symbiotic and interdependent relationship. 7. Conclusion This study contributes and extends existing literature by suggesting the existence of visual puffery. Our results show that the visual cues and imagery in the fragrance ads appear, under certain conditions, to result in product expectations that exceed actual product evaluations, suggesting the existence of visual puffery.The adjective pairs that represented abstract descriptors accounted for nearly all of the instances in which expectations of the ad exceeded product evaluations. For Red Delicious it was 83%, for Hypnose and Euphoria it was 100% of the adjectives pairs which were significantly different. In contrast, for adjective pairs that represent concrete descriptors, in most instances (Red Delicious 100% Hypnose 100%, and Euphoria 50%) we observed that product evaluations exceeded the ad expectations.One interpretation of this result is that the evaluation of these attributes may be significantly more subjective and therefore more difficult than evaluating more concrete attributes. A second possible explanation has its origin in the work of Haan and Berkey (2002). Recall that in their research, only the weakest puffs, subjective claims, influenced claim believability. Respondents in their experiment found subjective claims to be more unbelievable than the other five types of puffery claims. In our research, respondents expectations regarding the abstract (subjective) descriptors were generally not met.We put forrad this observation merely as an intriguing idea for future research investigating the relationship between the level of abstraction of a visual puffed claim and subsequent product evaluations. As with all research, there are certain limitations which must be noted. First, we used a guarded ly controlled setting, with one consumer product for one consumer segment, and based on three magazine advertisements. Our results cannot be generalized beyond the product category nor beyond the consumer segment used in this study in the context of magazine print advertisements.Future research should investigate other product groups (e. g. high versus low elaboration products), consumer segments (e. g. , male vs. female), gender in ads, ads from different countries and in different cultural settings. Second, one unanswered question is whether the high expectations of viewers influence their purchasing intention and ultimately behavior and if so, to what extent. This research did not explicitly address this issue and future research should investigate that. Third, semiotics is a qualitative research method that is inherently subjective.By arguing for the presence of visual puffery, we are, in some sense, translating a legal term into behavioral variables that can then be identified and measured. We acknowledge that, given the subjective nature of the analysis, other adjective pairs may have been identified by other researchers. 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Virginia vs. Massachusetts

Shayma Hammad explanation 1301, Monday Wednesday 1100-1220 Dr. Snaples December 3rd, 2012 Debate Paper This essay explains and shows the differences amidst the Virginia resolution and the mummy colony. People all over Europe started glide path down to the new world (the States), they came to the new world for many reasons such as land, food, religion and some(prenominal) more. Before I start to line of products between the 2 colonies Im going to give a general background on them. Massachusetts was realized in 1620 and Virginia was established in 1607.Virginias colony was Jamestown and Massachusetts was Salem and Boston. Virginia was located in the southern colony, it to a fault offered land. Tobacco was a profitable crop, so whoremonger Rolfe took seeds and planted them in Virginia because of this Virginia became an economic purpose. Virginia settled by men so Virginia dies out and this caused women to immigrate. Virginia was non a ghostlike country and people ran past from Virginia because they were in debt and did non want to be a handmaiden. The society in Virginia compared to Massachusetts are very different.Virginia economics were based on a cash crop industry. The London Company bought Virginia they believed that there were metals in America so they sent a group of settlers to Jamestown. In 1619 the House of Burgesses was formed, which make Virginia a strong democracy. Jamestown became the first English colony. Later on the colony began to collapse due to disease and starvation but they expanded their colony with the arrival of tobacco, slaves and servants. Massachusetts established religious purpose Puritans and separatists.Since the puritans were really religious people in Massachusetts had to attend church, and some of the people were even off to a religion that they may not agree with. It is based on the Puritan worship and religion Satan and the Catholic Church was the batter for puritans. The Puritans established Harvard Universit y they loved education. Religion was much less significant in Virginia unlike in Massachusetts. The puritans believed that science is religion because it explains God. They also believed that God does not like poor people and they did not like handicapped people.Massachusetts also brings family unlike Virginia who brought only men at first. Massachusetts also didnt spread out like Virginia did. Massachusetts was a self administration colony Virginia and Massachusetts did not provide freedom for their people. The puritans in Massachusetts expected their people to follow their beliefs and they were very strict on you, even though Virginia was not a religious colony you still did not have freedom because you were either going to be a servant or a slave. The life expectancy in Massachusetts was much better than Virginia because in Virginia a lot of people died and suffered from diseases and salvation.

Contribution to Radio Programme “Changing Time”

consider your local radio station is producing a series of programmes entitled ever-changing Times, in which teenagers argon asked to give their views on the changes they congenial in the humankind around them. You adopt been invited to contribute. Write out the text of the institution you would realize. There are many changes that I agreeable in the b solely in all around me but I would like to discuss four special ones with you on air here today. The first change that I welcome into todays manhood is the net income. The introduction of this will be remembered by man forever.Now we conduct this ability, we wonder how we ever survived without it. With the introduction of sites like Facebook, cheep and Youtube, we are forthwith able to catch up with friends we met 3 days ago at Irish camp, or something as simple as checking out the photos from suchabodys 18 birthday party that we attended function night. But the abilities of the internet extend way beyond the fickle h olds of twenty-first century social networking. Using the internet enables us to research anything we could mayhap conceptualize of and more. Google it has now become such a commonly employ phrase we have students complaining if they are not all(prenominal)owed to use the internet for a project since Google knows everything. Moving beyond social networking, the internet allows us to not only keep in touch with friends and family in all four corners of the earth (from emailing your granny all over in Blackrock, to skyping your friend tom turkey who moved defeat under to Australia) but also to meet unfermented people who share our interests. Foreign language students are able to make new friends online with students their age in other countries and communicate quickly and well with them.The internet is also an excellent news source. With news broadcasters such as Sky, CNN and even closer to home with RTE news all setting up websites, we are able to catch up on anything from te rrorist attacks to the in vogue(p) showbiz gibber in an instant. Relating to the internet the next change, or introduction, that I welcome into our world today is the phenomenon of portable handheld internet devices such as laptops, iPhones and the current must-have the iPad. Such devices enable us to not only reap all the attains of our beloved internet, but we can do this whilst window shopping on Grafton Street on he DART into work on a Monday morning or anywhere we please for that matter. With the younger generation ramify out and becoming oh-so-much-more independent than our parents and grandparents, the technology around us is straighten changing with the times. The portable debate brings me on to my third change, that I think has had a huge concussion on the society of today, and that is mobile phones. Excluding the likes of the iPhone and the latest android phones, which seem to be able to do almost anything you could peradventure want from a phone, the simple mobi le phone has been of huge benefit to the ordinary Joe Blogs on the street.For the unorganised working man, his phone can now hold his daily calendar to remind him that he has a group meeting with the boss man in 40 minutes or that it is his fourteenth wedding day of remembrance tomorrow and he needs to buy his married woman a present thats if he remembers the date of his wedding anniversary to enter it in the phone in the first place I suppose. For the cautious one, who is yet to attempt the Skype Experience, the mobile phone is better for keeping in touch with everybody.With so many deals and special offers world offered by service providers, it is even relatively cheap nowadays to behave a pay-as-you-go mobile phone. Another benefit of our friend the Nokia, Samsung, or whatever make it is you happen to have at the moment, is reporting crime. Robberies, fires, attacks, can all be reported to the Gardai a lot quicker that running down the road trying to find the nearest phone box. Speaking of crime, the final exam change which I welcome to our society today is the issue of the grass bans, making it an offense to smoke in public places.Personally, I welcome this change with widely spread open arms. Looking firstly at the issue of smokers personal health, preventing them smoking in public places, is going to impact severely on the time they have to smoke. I mean, how long are you really going to want to spend huddled up against the January rain down trying to light your cigarette while all your friends have the craic deep down? Cutting down this might help to encourage smokers to stop, or at least cut down on the amount they smoke daily. On top of that, preventing smoking in public places helps to cut out static smoking.As a non-smoker, I found it highly unfair that wed have to be opened to all the risks of passive smoking, just because that guy over there fancies a cigarette with his dessert. So overall, I think it is clear that there have been many c hanges in our society over the quondam(prenominal) number of years, and although not all of them may have been truly welcomed, I feel that the internet portable handheld internet devices mobile phones and the non-smoking laws have truly benefited our society and I honestly welcome them in the world around us.