Chqanging perspectives

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Films use image to communicate meaning. The visual images selected by the director can help in telling the story, describing characters as well as contributing to the themes and ideas the film is conveying to the audience. This is especially true of both the films the Truman show and Pleasantville. Both of these films explore the idea of the power of the media and the directors, Peter Weir (The Truman show) and Gary Ross (Pleasantville), are particularly skilled in using the visual language of images in accomplishing their purpose.

His name is Truman an ironic true man, typical man, living in an ordinary life, with and ordinary wife, in a ordinary neighbourhood, and with and ordinary friend.The Truman Show conveys this message by depicting a series of fateful events in the life of Truman Burbank, (played by Jim Carrey) who has grown up, and lives, in a fake town full of actors. The town is enclosed in a giant dome decked out with high-tech simulations of sun and sky, in which the rain and wind are courtesy of the special effects department. Truman alone has no idea he is in a giant TV studio, as the rest of humanity watches him go from one staged situation to another in a nonstop telethon of reality programming that lets audiences enjoy a little pathos and vicarious emotion.

The truman show is a fictionally created seaside town of Seaheaven which , together with the land and water around it, are enveloped by a huge dome. A town which have lack of variety in style and colour housing, perfect weather, clearliness, no crime, picket fences etc.The film opens with an excerpt from the TV program that is following trumans life, with clips featuring its conceiver and producer Christof, Trumans wife, Merly, his best friend Marlin and truman himself. Talking to his image in his bathroom mirror. A typical day begins. The truman greets his neighbours with his standard Good morning, and if you dont see me, good afternoon and good night. Everything seems normal and suburban. Then literally out of the blue, a projectile drops from the sky and crashes onto the street. Though truman doesnt recognise it, its a studio light. On the news report to which his car radio is tuned the object is explained as having been droped by a airplane flying overhead. Everything seems to be normal from day to day as truman does his normal routine every single morning.

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Then one morning theres a problem with trumans car radio, and he accidentally tunes into frequency where the director of the television program is reporting on Trumans movements. A newspaper headline speaks of a crackdown on the homeless. He goes to the camous and begins to see if he can spot anything artificial in what is going on around him. He also tries stopping traffic, running aimlessly backwards and forwards, and detouring randomly into an elevator. The elevator, he discovers, has no back wall and opens out to a catering area, though someone nearby quickly claims that some remodelling is in process and hustles him away.As he becomes increasingly aware of the predictability of what daily happens around him, he makes various vains to get out, by first by plain to fiji, then by the bus to chicago, and finally by car out of the city. He even overcomes his fear of crossing the causeway to the mainland, but at every turn events conspire to prevent him succeeding.This is worked back as trumans father is back into the scene, truman and his father claps together. The next day truman is introduced to a new love interest to replace his wife who has left him. But clearly this doesnt placate him. When he beds down for night, the television crew monitoring his activities fails to notice his surreptitious escape from the room.But into this ersatz paradise, there inevitably appears a snake. After the crew makes mistakes that cause the seamlessness of the illusion to break down, Truman figures out that his surroundings are full of staged scenes and events. He then tries to make his escape, only to come up against both his own fears, which keep him from leaving, and the obstacles put in his way by the producer-director who has made billions trapping him in a stage set and playing God with his life. Finally truman escapes from his fake life, as he turns to leave he turns to the unseen audience and repeats his standard morning greeting for the last time, before walking through the door into the darkness beyond.

Thus does the movie offer us a metaphor for our own situation. The fake landscape Truman lives in is our own media landscape in which news, politics, advertising and public affairs are increasingly made up of theatrical illusions. Like our media landscape, it is convincing in its realism, with lifelike simulations and story lines, from the high-tech facsimile of a sun that benevolently beams down on Truman to the mock sincerity of the actor he mistakenly believes is his best friend. It is also rewarding and masquerades as something benevolent. And it is seamless there are almost no flaws that give away the illusion at least until things start to go wrong.Trumans fear of leaving this invented world, once he realizes it is a fraud, is similarly like our own reluctance to break our symbiotic relationship with media. His growing suspicion that what he is seeing is staged for his benefit is our own suspicions as the media-fabricated illusions around us begin to break down. And the producer director of this stage set world, who blocks Trumans effort to escape, is the giant media companies, news organizations, and media-politicians that have a stake in keeping us surrounded by falsehood, and are prepared to lure us with rewards as they block efforts at reforming the system. What gives this metaphor life is the way the movie depicts two attitudes we routinely take toward media. In one, we are absorbed by it; we accept its rendition of reality because it occupies our view. We are like children whose parents define their world. The lifelikeness and seamlessness of media fabrications and the fact that they are entertaining, help induce this attitude in us. We frequently experience it while reading news stories and watching television and movies. The movie depicts just such a change in attitude as a transformation in the way Truman sees his surroundings and as a physical journey. First, Truman is absorbed by his stage-set world. He is convinced it is real and it occupies his view. Then, as a result of flaws in the seamlessness of the illusion, he begins to question it. He develops a healthy paranoia are they watching him; can he know what is authentic? As he makes his escape, and the producer of the show blocks him at every turn, that is the creators of the movie telling us that we too have to take a journey of mind and distance ourselves from this media landscape, if we want to secure our freedom.The movie also depicts the critics who invite us to see through media illusions in the form of characters who try to warn Truman he is on television. Most notably, there is the woman who reveals to him that he is on TV, before she is removed from the set. His dream of finding her is also the dream that, at first, he doesnt know he has, of finding the truth of the outside world, where there are genuine relationship in place of the saccharin marriage he believes is authentic.Truman believes he inhabits a benign and uneventful world. Little does he suspect that everything he does is monitored, controlled and contrived. When he realizes something is wrong and tries to break free, he then discovers the totalitarian face of his apparently innocuous life.Like other depictions in the movie, this one is based on a disturbing characteristic of contemporary society. Everywhere we look, today, we see powerful shapers of media including entertainment companies, news organizations, corporations and political groups offering us a benevolent face, with promises of enjoyment and an easy life. But, behind the mask, we increasingly find surveillance, manipulation and social control.The Truman Shows is also depiction of the way product placement is woven into Trumans life is an effective satire on the commercialization of our own lives. Today, forms of entertainment are commercials; commercials are forms of entertainment; and the boundary between both, and the rest of life, is becoming blurred.Framed shots that slo indicated that Trumans life was being videod is by the open frame shows that truman apparenently continuing beyond where we can see it. Where it shows the camera remains static but swivels on horizontal axis. this show that the truman show has many ways that shows meaning from images.

In the twilight of the 0th century, here is a comedy to reassure us that there is hope--that the world we see around us represents progress, not decay. ``Pleasantville, The movie opens in todays America, which we have been taught to think of as rude, decadent and dangerous. A teenager named David languishes in front of the tube, watching a rerun of a 150s sitcom named ``Pleasantville, in which everybody is always wholesome and happy. Meanwhile, his mother squabbles with her ex-husband and his sister Jennifer prepares for a hot date. Having heard a whisper or two about the plot, we know that the brother and sister will be magically transported into that 150s sitcom world. And were expecting maybe something like ``The Brady Bunch Movie, in reverse. We are correct While David and Jennifer are fighting over the remote control, theres a knock at the door and a friendly TV repairman Don Knotts offers them a device ``with more oomphs. They click it, and theyre both in Pleasantville. Luckily, this is a world that David knows well; hes a TV trivia expert. Its a mystery to his sister Jennifer so he briefs her Their names are now Bud and Mary Sue, and their parents are Betty and George Parker ``Were, like, stuck in Nerdville! Jennifer complains. They are. Geography lessons at the local high school are limited to subjects like ``Main Street and ``Elm Street because the world literally ends at the city limits. Space twists back upon itself in Pleasantville, and ``the end of Main Street is just the beginning again. Life always goes according to plan, and during basketball practice every shot goes in. After one player experiences sex, he is capable of actually missing a shot; a dead silence falls as the ball rolls away. Stand back, boys! warns the coach. Dont touch it,`Pleasantville has fun during these middle sequences, as ``Bud and Mary Sue hang out at the malt shop where Mr. Johnson works and park on Lovers Lane (just to hold hands). Then sparks from the emerging future begin to land here and there in the blandness. Mary Sue shares information about masturbation with her mother, who of course has never dreamed of such a pastime (as a perfect housewife, she has never done anything just for herself). As her mother relaxes in her bath, a tree outside their house breaks into flames--in full color! The kids at school are the first to start appearing in colors. Theyre curious and ready to change. They pepper Bud with questions. ``Whats outside of Pleasantville? they ask. ``There are places, he says, ``where the roads dont go in a circle. They just keep going.Bud shows Mr. Johnson a book of color art reproductions, and the soda jerk is thunderstruck by the beauty of Turner and Van Gogh. He starts painting. Soon he and Betty Parker have discovered theyre kindred spirits. (After Betty turns up in color, shes afraid to show herself, and in a scene of surprising tenderness, her son helps her put on gray makeup.) George Parker, meanwhile, waits disconsolately at home for his routine to continue.Yes, something, in a town where nothing ever did. The film observes that sometimes pleasant people are pleasant simply because they have never, ever been challenged. That its scary and dangerous to learn new ways. The movie is like the defeat of the body snatchers The people in color are like former pod people now freed to move on into the future. We observe that nothing creates fascists like the threat of freedom. Pleasantville is the kind of parable that encourages us to re-evaluate the good old days and take a fresh look at the new world we so easily dismiss as decadent. Yes, we have more problems. But also more solutions, more opportunities and more freedom. I grew up in the 50s. It was a lot more like the world of ``Pleasantville than you might imagine. Yes, my house had a picket fence, and dinner was always on the table at a quarter to six, but things were wrong that I didnt even know the words for. There is a scene in this movie where it rains for the first time. Of course it never rained in 150s sitcoms. Pleasantvilles people in color go outside and just stand in it.

Films do use images to communicate image. Film makers use images to take that place of a thousand words in the minds of thier audience. In The Truman Show Peter Weir users images to describe the character of Truman Burbank, who becomes increasingly stifled by the superfecial, sterile world he has been placed in, as well comment on the power of the media in current society. Gary Ross in the film Pleasantville users images to images to examine the romanticised view of 150s small town America. He shows that this image, popularised by television programs like the one presented in this film, was neither lifelike or real.

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Heart of Darkness

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The Heart of Darkness of Civilization

In "The Heart of Darkness" by Joseph Conrad, Marlow takes a journey up the Congo River that enlightens him about the true nature of civilization. The things Marlow sees and experiences change his outlook on life and human beings forever. Through the journey that Marlow goes through, Joseph Conrad shows that human beings by nature are capable of selfish, cruel, and murderous acts.

Throughout the novel Marlow meets many men whom he cannot trust because of their selfishness. The object that every man wants in Africa at that point in time is ivory. Ivory consumes everyman's thoughts and determines everyman's actions. In the book, it is so important that "The word 'Ivory' rang in the air, was whispered, was sighed. You would think they were praying to it." (p. 168) It seems that every character Marlow encounters is just looking out for them self. "There was an air of plotting in the station," Marlow say's at one point "The only real feeling was a desire to get appointed to a trading-post where ivory was to be had, so that they could earn percentages. They intrigued and slandered and hated each other only on that account." (p. 168) There was no friendship, nor love, among the characters in "The Heart of Darkness", just selfishness.

In the book "The Heart of Darkness", Joseph Conrad tells of many instances where men display horrific acts of cruelty to one another. These actions occur in the novel whenever the white men enslave the black men in their quest for ivory. In the book, acts such as "each had an iron collar on his neck, and all were connected with a chain" (p. 154) are examples of the torture men use on one another. There was just no value for human life. Many of the slaves in the book die alone in great misery, "Black shapes crouched, lay sat between the trees leaning against the trunks, clinging to the earth, half coming out, half effaced within the dim light, in all the attitudes of pain abandonment and despair." (p. 156) Even though the white men who come to Africa look, act and behave with more civility, deep down they have the same dark desires as the savages. Conrad writes of the similarities "They howled and leaped, and spun, and made horrid faces; but what thrilled you was just the thought of their humanity like yours the thought of your remote kinship with this wild and passionate uproar. Ugly." (p. 186) Man's behavior in the novel "The Heart of Darkness" shows the cruelty and savagery that all humans are capable of. Order Custom Essay on Heart of Darkness

In the book "The Heart of Darkness" Joseph Conrad tells us that men are capable of killing each other when there are no rules to follow. The people Marlow encounter in his journey up the Congo River lose their value for human life. Marlow meets the company's chief accountant who talks about sick men like they are animals; "The groans of this sick person distract my attention and without that it is extremely difficult to guard against clerical errors in this climate." (p. 15) Marlow also meets a first class agent named Mr. Kurtz. Mr. Kurtz is described to Marlow as " a very remarkable person" (p. 15), intelligent, educated, driven, a leader. After meeting Mr. Kurtz, Marlow finds out the true nature of the man while he reads a report written by him for "the International Society for the Suppression of Savage Customs" (p. 07) that reads at the end "Exterminate all the brutes!" (p. 08) Later on in the novel, Marlow sees the murderous acts Mr. Kurtz has committed first hand when he notices what Mr. Kurtz has used for a fence at his house. "They would have been even more impressive, those heads on the steaks, if their faces had not been turned to the house." (p. 0) is Marlow's reaction to the sight. In the book, normal, intelligent human beings, like the accountant and Mr. Kurtz are transformed into their natural murderous selves.

In his book Joseph Conrad shows that evil lies in all human beings. This is evident in the famous last words of Mr. Kurtz, which read "The horror, the horror!" (p.) reflecting on what Kurtz discovers about civilization. The truth being that all humans are selfish, cruel and capable of murder.

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Comparsion between Stone Angel and A Jest of God

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In the two books Stone Angel and A Jest of God written by Margaret Laurence, both of the main characters strive for freedom and independence. Rachel Cameron, from A Jest of God is a thirty-four year old, paranoid and pessimistic teacher who always undervalues herself. While Hagar Shipley, is an elderly woman who is so full of pride that is clouds her judgment and has made her spend most of her life fighting for independence. Both characters illustrate the importance of being true to one's self, the importance of self-realization and the obstacles and sacrifices that come with gaining independence. Once becoming true to one's self by self-realization, reaching freedom and independence requires one to break away or overcome family members and their wishes.

The main characters in the two novels illustrate the importance of being true to one's self in gaining independence by showing how slowly and difficult it is to solve conflicts without being true to one's self. Both Hagar and Rachel were not true to themselves for most of their lives, slowing down their process of gaining independence. Hagar Shipley was never true to herself due to her pride. Hagar was afraid to show that she enjoyed something since she would supposedly lose pride. Hagar would say things she does not mean but had to say due to her pride, when taken into the retirement home which was 'very nice' she would say "I couldn't care for a Barracks" (Stone Angel, 56) and would later understand that she should have not said that. Similarly, Rachel Cameron did not say the things she meant to say and never expressed her true emotions not because of pride, but on the contrary, she was generally paranoid having many doubts in herself and was afraid to hurt or offend others. She would say, "I'm sorry" and then immediately think to herself "I am not sorry one bit" (Jest of God, 78). As well both characters in a way deceived themselves since they assumed the worst of people and stuck to that assumption until that assumption was disproved. Hagar explicitly stated that as soon as she saw a new person she would immediately determine if she liked a person or not. Hagar had her own skewed and judgmental opinions on certain characters, like she claimed that Doris a fat woman without any taste. While Rachel always made up the worst possible intentions of people and thought about them, even an innocent laugh of children brought on thoughts like "Why did they laugh? There isn't anything to be frightened of, in that laughter. Why should they have meant anything snide by it?" (A Jest of God 18). Neither of the characters were true to themselves, they rarely said what they meant and saw people as they were, this did not help solving their conflicts but instead prolonged them.

The best way to become true to one's self is through self-realization, which is a prime asset in attaining true freedom and independence. After attaining self-realization, one becomes true to one's self and accept what he is. Only at the end of Stone Angel and Hagar's life did Hagar reach self-realization. Because of this Hagar has been seeking 'true' freedom again and again throughout her life. Once Hagar thought she achieved freedom, she was once again unhappy and would seek it again. Due to her desire to be independent and her artificial pride, Hagar ran away from her father by marrying Bram. Once she settled with Bram, then once again her pride pushed her to seek independence and to 'save' John from Bram. Lastly she decided to run away from Marvin and Doris thinking that she is independent and strong enough. She did not realize that she 'is' in fact a 0-year-old woman that cannot possibly survive on her own. Could Hagar have reached a self-realization earlier in her life, all her 'fights' for independence, which could 'all' be better classified as 'hasty decisions', would be unnecessary. Rachel as well, came to a point of self-realization near the end of the book. Unlike Hagar, Rachel had a chance to utilize this self-realization to the fullest extent, to bring forth many new and positive changes to her life. She finally realized that not all people are evil and malicious as she thought they were, that people wish some friendliness from her while she is "conjuring up dragons"(Jest of God 16) about them. She decided to take her life in her own hands and not her mother's, and to move out from Manawaka to Vancouver when she could start a new life and a new begging with a new job. As contrasted by the two books self-realization is an excellent asset in gaining freedom and independence.

Breaking off from family members and their wishes is the hardest obstacle in attaining independence, but is the most crucial one. The biggest problem in attaining independence is the family members, their concerns and wishes for your future. Generally speaking your family tries to do what they 'think' is best for you, or in more complex situation, what is best for everyone. Alas that may not coincide with your wishes or plans, just like Hagar did not like the idea of Jason running her life and telling her whom she must or mustn't marry or even talk to. Neither did Hagar liked the thought of John becoming like Bram, so once again she separated from family to gain independence. The concerns of the family also play a role; in both novels a close family member of the main character has serious heart problems. Hagar was being forced to move to a retirement house and lose her supposed pride and independence because Doris had heart problems and could no longer take care of Hagar. Similarly Rachel's possibly attention-hungry mother used her weak heart condition to manipulate Rachel and by that cripple her social and real life. Upon reaching self-realization Rachel took over the authority and stated that she wanted to move to Vancouver, her mother, who was completely against moving or anything positive that happened to Rachel once again used her poor heart condition to claim that her heart cannot take the move, upsetting Rachel's plans. But Rachel, overcoming the problem just took the risk. Overcoming or breaking away from family, their concerns or their wishes is sometimes a painful but a very necessary step in gaining independence.

In the novels The Stone Angel and A Jest of God by Margaret Laurence, the life and journeys of the two main characters can be used to show a thematically connection between the two novels. Hagar Shipley and Rachel Cameron illustrate that the path to independence has many obstacles and necessary steps that one must undergo. Either through self-discovery or self-realization, one must become true to themselves and others, and from there break away or overcome family members and their wishes.

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My Educational philosophy

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My own philosophy of education intertwines with my own education, my life philosophy, and my upbringing. As one contemplates what the ultimate aim of education is and what that means to one's philosophy of education, this contemplation causes one to search for a deeper purpose and meaning to teaching and education. This contemplation has thus far brought me to a philosophy that is definitely an eclectic one.

This eclectic style and philosophy begins and ends with helping students develop the ability to think, contemplate, analyze, and question as independent, free thinking individuals. If one can accomplish this goal, one has helped develop an individual with the ability to develop new ideas and thoughts; as well as, question and evaluate both these ideas and thoughts and the ideas and thoughts of others. This type of education will produce an individual who listens, questions, agrees or disagrees but always is learning in some way. This philosophy is one that can coincide with most traditional educational philosophies whether behaviorism, essentialism, reconstructivism, or progressivism to list several; as it always charges the student to listen, question, contemplate, discover, and then agree or disagree with whatever philosophy, idea, problem, or solution that is presented or discusses. It also allows for all types of learning and learners as well as learning styles, since one only must listen, contemplate, discuss, discover, question, and then agree of disagree. In this philosophy, the teacher is a facilitator and guide. The teacher is not confined to teaching essentials, and imparting knowledge. He or she aids his or her students in analyzing, evaluating, constructing arguments, examining one's own and others ideas and beliefs, reflecting, and justifying ideas, beliefs, and solutions. This philosophy allows for change and disagreement. This allows one to act as a guide, in such a manner, allowing one's students to not only desire to learn past truths, solutions, knowledge, and ideas yet continually question, examine, analyze, reflect upon these truths, solutions, knowledge, and ideas. This reflection is indispensable in our society to discover new things, arrive at new solutions, in the end perpetuate, and improve upon the world and society in which we live.

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Christopher Columbus

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When Christopher Columbus landed in the Bahamas in 14, this started a series of great comparisons and contrasts between this explorer and others.

Columbus saw himself as a divinely religious person sent by God not to discover a new world, but to "be the messenger of a new heaven and a new earth" and that God would show him where to find it. His numerous religious observances and constant reminders to others that he was a "Christ-bearer" could make one conclude that this mystic is more of a medieval man, than a renaissance man. However, although Columbus might have been highly medieval in his ways, he was also a renaissance man as well. He studied heavily in the sciences of navigation, cosmology, and ancient texts, and like most renaissance men, dreamed of wealth and power.

Upon exploring the different islands, it seems that most every island Columbus claims, he claims for or names in honor of God or of the crown. This helps to justify Columbus' religious and honorable reasons for his explorations of what he thought was the Far East (India and China). It can be believed his letter and descriptions helped to justify his findings as well.

The way the "Indians" dressed (mostly naked) and their language difference may have also helped Columbus determine he was in East Asia. He also viewed the spices, gold, cotton, etc. (mainly gold) he received as his and his men's reward from God for his travels. Plus, the "Indians" viewed Columbus and his men as persons from heaven.

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Unfortunately, Columbus' findings were not completely accurate. The world was much larger than Columbus had anticipated, and it was not in the shape of a pear. He used his comparisons to medieval maps (based upon the Bible and other European explorer's reports), to constitute his findings about his bearings in the world. For an easier comparison, a child may think that a quarter past the hour is twenty-five minutes past the hour, since a quarter means twenty-five cents of a dollar. So if twenty-five cents is a quarter, why not twenty-five minutes? In both of these cases, the child and Columbus were right within their own reasoning, but generally wrong in the long run.

Columbus failed to fully realize this mistake throughout his life until his death, so sadly, if he had only corrected his way of thinking, the naming of the new nation (America), may have been reserved for him and this country may have been called Columbia, or Christophia, or some other fancy name.

I wonder too what Columbus could have done to prevent this mistake. Had he not traveled to Asia before? Would he not have thoroughly examined the explorations of others to Asia through the current trade routes and observe their descriptions of the Asian and Indian peoples and cultures? Would he not have had samples of writings and languages from there as well? Perhaps this would have prevented also the humiliation that was to be written into history.

Unlike his exploration predecessor, Amerigo Vespucci seems entirely a renaissance man. This nobleman born man was described as subtle, ironic, balanced and a rational sprit. He did not write about or claim to explore the new world for anyone or any specific reason, other than for pure scientific study.

If Vespucci mentioned attaining gold as a goal, it was quite rare. One would think that his less outspokenness of exploring for God, gold, and glory may have kept his head clear and might be a reason as to why his descriptions of the new world were more accurate. Columbus was probably so clouded with the thoughts of "I'm doing this for God, gold and glory," and was so outspoken about it, that he might have as well just said, "I'm doing this for me, me, me and it's mine, mine, mine." Vespucci did not do this, hence this left him better able to collect and analyze and observe the data in which he collected. So in the sense that "good things come to those to wait," Amerigo Vespucci's lack of aggressiveness to be in the spotlight of exploration, earned him the honor of a new nation being named for him.

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Patterns in Medicinal Advertising

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One of the most innovative trends in print advertising is medicine advertisement. The content of these particular advertisements (ads) are intriguing to me. I intend to analyze five medicinal ads to find the tools used by advertisers and to explore the positive and negative aspects of advertising medicine through print ads for the public.

The people who develop ads to market prescription medicine products must have an inkling of what the reader wants to see. For instance, the ads in a parenting magazine most often target mothers. The ads in a sports magazine predominately target athletes. How do the advertisers know what the reader will respond to?

Patterns are tools that help us to narrow our thinking down and put thoughts into categories that we identify with. Patterns allow us to store information in blocks so that we do not have to relearn information that has already been learned. Some patterns are universal and most people have some categories or patterns that other people have. An example of a universal human pattern is using language to communicate. Other patterns that we have, may be derived from our own experience and unlike those of others. Patterns are useful in advertising because advertisers can target their reader by tapping into specific categories.

Perception is a persons understanding of the information they receive. Depending on their experience or their understanding they will categorize their perception and in turn it will become a thought pattern. For instance when a person talks to a priest their perception of him may be that he is perfect or does not sin. They may categorize all priests this way and not judge them in the way that they would any person who is not a priest. I feel that patterns and perception work hand in hand. Sometimes patterns are formed based on perception, sometimes perception is based on a pattern. What came first the chicken or the egg? Im not quite sure, but I do know they affect each other. Ads are designed by using patterns that target a specific audience. The readers perception of the product may form exclusively based on the ad.

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The patterns that I noticed specifically amongst the five medicine ads that Ive chosen to analyze is the break through effect. In one ad there was a woman with her child and they were breaking through glass. Another ad featured a woman and her child with clear blue skies breaking through the clouds above. The third ad has a man skiing through a mountain of wild flowers.

The thought of breaking through something with a smile is somewhat encouraging and enticing. Thus a reader might perceive this medicine as exciting so they may ask their doctor for this kind rather than another kind that has been useful to them in the past. The thought of carelessly skiing over wildflowers is also exciting and visually euphoric.

The coloring used in the ads is captivating. One ad has a sunset with the colors creating a relaxed feeling. Brown is seems to set a pattern as an offset color in four of the five ads. Sky blue is also used, it looks uplifting and freeing.

Another pattern that I noticed is the use of perfect children in the ads. These children do not have a hair out of place or a speck of dirt on their clothing. Both the mothers and the children in the ads are smiling and seemingly relaxed. In other words a persons perception of the product could be that taking this medicine would create clean, relaxing family harmony. The ads also suggest calling a toll free number to receive a coupon or rebate

check upon purchase of their product. This is a wonderful way to get the readers attention, as most people respond to price reductions whether they know the product or not.

There is also a pattern of listing how many times a day the medicine needs to be administered. These ads make reference to the difference in dosage between other medicines as compared to theirs. They focus on the convenience of taking the medicine.

All five of my ads list the possible side effects and teratogens as well as harmful drug interactions on the backside of the ad in fine print. This information definitely does not grab the readers attention as the picture on the front does. The advertisers most likely assume that the picture alone will sell their product. Some of the ads do list possible side effects on the front of the ad in small print as well.

It is clear to me that the advertisers have a perception of how the patterns will influence the reader. The readers perception of the medicine is based purely on what the eye can see. They cant feel, taste, smell or sample the medicine from looking at an advertisement. Therefore their perception of the ad has absolutely nothing to do with the actual product and its effectiveness or ineffectiveness.

Prescription medicine is not something that should be chosen spontaneously or without researching the product. Often times the medicine can be prescribed by a doctor based solely on the patients request. The patient most likely does not know enough about the medicine if they are requesting it based on the advertisement.

It is unfortunate that advertisers go to such lengths to sell products. It is equally unfortunate that people respond to the advertisements based on a picture or a feeling that they get because of the presentation. The reason that I feel that its unfortunate is because prescription drugs can be very harmful if not taken seriously and with caution. If a product cannot be sold in a store, by mail, or in a catalog without a doctors prescription does it

belong as an advertisement in a magazine? I assume this is a somewhat controversial issue between pharmaceutical companies and doctors who are uncomfortable with overexposing medicines by using catch phrases or visual stimulus. It undermines the importance of a doctors role in diagnosing and treating individuals.

The positive aspects of advertising medicine in magazines are beneficial to the pharmaceutical companies especially. They create allure to their product by using patterns to interest the reader and therefore the reader is more likely to request their medicine as a result. This benefits the sales and notoriety of the product. The one positive way that this form of advertising can benefit the reader is if they have an existing problem and they dont know theres a treatment for it. It could open a door for the reader to contact their doctor about it.

It is apparent to me that the advertisers use many patterns based on their perception and what they assume will be the perception of the reader. The advertisers must have enough information on what specific patterns the reader will respond to because they do a good job of capturing the readers attention. Despite my opposition of advertising medicine this way, it is interesting to have discovered the tools used in doing so.

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BANK z (A HYPOTHETICAL CASE)

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CASE STUDY SERVICE INDUSTRY (Bank Z)

General Background

Bank Z is the largest domestic private sector bank in India. Since its inception in 10 till date, the bank takes a pride in serving its three million customers through a vast domestic network of seventeen regions consisting of 6 branches and 101 extension counters spread across the length and breadth of country. The total manpower strength of the bank stands at 5877, out of which 780 are workmen. Financially, the bank has been doing moderately well with increasing trend of deposits and profits level. In the face of deregulation (Narasimham Committee Recommendations), stiff competition and volatility in markets, the bank had to opt for reorienting its strategic framework by introducing strategic intents like sustained profitable growth, training/upgradation of human skills, enhanced customers', shareholders' and employees' satisfaction, leverage IT and branch network, focus on retail banking, establishment of strong customer relationships etc to retain the leading position among the private sector banks. These strategies were to be driven by measures such as diversification, joint ventures, customer service, cost reduction, restructuring etc.

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Assessment of Environment

The external environment of Bank Z is undergoing a rapid transformation. Among many of the external environment, the bank is facing the direct implications of following three key triggers

• Government Policy Changes The implementation of liberalized policy by the government has created favorable environment for the banking sector. Such as deregulation of interest rate structure has given flexibility to the banks to fix its own rate of interest. Reduction of government stake to percent has led to opportunity of having more power to the management team of the bank regarding the decision making etc.

• Intensification of Competition The impact of liberalized government reform is seen in the form of intensified competition in the banking sector. The entry of foreign banks and new private sector has increased the competition and complexity in the domestic banking sector. As a result, an extra effort needs to be made by every bank in order to achieve adequate level of growth and profitability in order to survive the rage of volatility due to stiff competition.

• Technological Change In order to move ahead in the competition, one of the strategic responses of Bank Z is leverage information technology and branch network. Introduction of more customized products such as Automatic Teller Machines (ATMs), Tele Banking Counters (TBCs) and Automating Forex services requires development of sophisticated technological packages. Thus, Bank Z needs to prepare well ahead to make necessary move to muddle through the IT jungle to meet the needs of the changing situation.

Corporate Strategies Identification

Corporate Strategy means an overall managerial move/game plan for the whole organization. With the deregulation, the bank has realized the need to reorient its corporate strategy. It has started articulating a theme for every fiscal year to excel in its operations and gain maximum business advantage. As for instance we can see the bank working on the theme of "sustained profitable growth" or "diversified and balanced business portfolio" during two different fiscal years. The bank has responded by evolving three different forms of Strategic Responses lately to retain the leading position among the private sector banks. These three Strategic modes are;

N Strategic responses related to portfolio management

N Strategic responses related to Process management

N Strategic responses related to Structure in the Bank.

Strategic responses related to portfolio management

Diversification By 00 the bank proposes to diversify into the following areas of business

N Consumer Finance

N Mutual Funds

N General Insurance

Joint Venture In order to expand its operations the bank is trying to form joint ventures with some international players.

Collaboration In order to launch insurance operations in India, the bank is negotiating with major European Insurance Company.

Strategic responses related to Process management

Its process related strategies consists of giving increased services to its customers such as introduction of ATM, extension of business hours at Tele Banking Counters (TBCs), Rejuvenation of customer service committee etc. Similarly it also includes marketing strategies like brand building, advertisements, up gradation of skills etc.

It also aims at providing various information technologies like email facility to 00 locations, CMS to 50 locations, Automating Forex Services etc. It also has a cost reduction strategy and the bank also has a quality strategy, which includes good inspection system, adherence to customer service manual and customer satisfaction.

Strategic responses related to Structure in the Bank

The Bank has introduced flat structure in place of its hierarchal structure and also has introduced a profit centre concept, which means that each region is a profit centre and is accountable for its business performances.

Identification and Assessment of HRD Responses

The Bank has a wide array of HRD process and responses provided to its employees which are identified as hereunder;

N Compensation is according to IBA's guidelines and also consistent with Consumer Price Index rate. A wide range of allowance and perks has been arranged. They are also entitled to receive soft loans, such as house building advance, vehicle loan, various policies and holiday advance. They also get statutory benefits like bonus, social security schemes etc.

N Working Conditions is excellent with no compromise made on any aspect. The bank emphasize on the congenial physical environment in the bank to attract the customers and to provide a comfortable working place.

N Family welfare Employees are well taken care of with the Family Welfare provision The bank provides medical aid to the dependent family member. The employees are also paid education allowance and each employee along with the dependent family members is entitled for leave travel concession and has also introduced a pension scheme.

N No proper written HR Policy inspite of having full-fledged HR Department However it has a few booklets containing rules and regulations governing the sanction of advances and service rules.

N Training policy yet not evolved. But it follows a custom of training every employee a minimum of two or three days in a year and has a full-fledged training infrastructure at Bangalore.

N No written Performance Appraisal System Even though the bank has a performance appraisal format it has no written appraisal policy.

N Job Enrichment The Bank does not have a specific programmes/effort designed or implemented to enhance the job content of the staff except a kind of job rotation system which is yet not clear.

N Career Planning The Bank does not have any formal career planning.

N Communication In order to make the employees aware of various important developments, new policies and business plans, the bank publishes a monthly newsletter. No other communication mechanism is used in Bank Z.

N Employee involvement and empowerment programmes The bank has started a quality circle, which has been adopted by many branches. Except QC, no other employee participation programs are there in the organization.

Alignment

Analyzing the present policies and practices adopted at the bank and then comparing it to the Corporate Strategy, we can deduce that though the bank seems to be providing wide array of employee perks, allowance and benefits, it does lack in few aspects in alignment of its HR practices to that of Corporate Vision and Strategy.

N According to the Corporate Vision, Employee Growth is taken as a Commitment; however the conspicuous absence of any definite specific HR Policy inspite of having full-fledged HR Department shows the commitment is not very serious. Similarly, the managements apathy for upgrading the skills of clerical staff beyond a certain level in consideration of the fear that the highly skilled workers may leave the bank after they are upgraded is nothing but because of the lack of proper HR and Training Policy. The bank should instead ensure that its employees are skilled and are the best in the industry to provide the seamless service to its customers and better than its competitors are providing.

N One should not forget that the quality service is a core competency of the banks which is only possible when the employees, who come to direct contacts with the clients and customers, give high level of performance. The quality of performance can be ensured by the regular performance appraisal. Performance Appraisal in service sector like Bank Z is something which one cannot afford to ignore because it helps to improve the individual, team and groups performance by identifying the areas needed for improvement and help the organization as a whole to gain its objectives by improved service and performance. But at Bank Z it seems that Performance Appraisal is done just for the sake of doing it. No formal policy, authority or trained officer takes charge of the process. Though the PA system is used for the purposes of training, promotions, and placement in a particular function, due to lack of trained authority, counseling and further improvements required are not taken into consideration seriously.

N There is no formal career planning carried out in the bank. Though there is a scheme to encourage staff to acquire additional qualification and provision that employees acquiring these qualifications will be rewarded with monetary incentive and earn extra credit points for promotion to higher posts, which is just for short run. But no formal development needs of employee for long run are identified.

N The HRD practices where Bank Z is good at; such as Compensation, Working Conditions and Family Welfare can only fulfill the basic physiological needs of an employee. Moreover, it seems that bank had these facilities only because of unions influence to the management. The challenges at work and self actualization needs of the employees cannot be fulfilled by these mere compensation packages. For this, job enrichment and employee participation in decision making is required which the bank seems to be lacking. For job enrichment, they have only job rotation program which still is not coherent. Giving a common designation irrespective of actual job profile with less hierarchical level may give less development ladder to the employees which may act adversely as demotivating factor for ambitious employees. Similarly, the bank has QC program as employee participation and empowerment program which do help the employee to solve work related problems; yet employees are not participated in decision making of the organization.

N Similarly, the bank lacks two way communications between management and employee. Employees are informed only through the newsletter published monthly. There is no way the employee can give their opinion to the management.

Suggestions/ Conclusion

 The bank needs to have a separate HRD Vision and Strategies consistent with the corporate strategy, vision and mission.

 The bank should craft effort to make business strategy and employee resource strategy coherent to each other.

 A push for a more business-driven thrust to HRD at organisational level is needed because HRD Strategy is something, which falls, at functional strategy level. Though it is narrower in scope compared to overall business strategy, it adds relevant details to the overall business game plan. Care should be taken that the HRM Strategy must support the bank's overall business strategy and competitive approach.

 The bank should Improve HRD not only Employee Development because there are individuals or groups who have some relationship with an organisation but are not in an employer-employee relationship. These external people and institutions have a direct or indirect interest in the business and influence the success of the business.

 The bank come up with formal exhaustive HR Policy including training policy ensuring that the employees are well trained and those on whose training investment is done cannot leave the bank all of a sudden to join competitors bank.

 The Bank is to face a stiff competition from influx of foreign banks and their powerful resources and thus to ensure the retention of its highly qualified executives from joining those foreign banks the bank could provide Employee Stock Options to the deserving workforce of the bank.

 Efforts to increase the client base and to retain the customers should be instilled while formulating the plans and procedures by providing better facilities and products than the competitors. One of the ways of outperforming competitors is to increase performance of employees to give better customer service; for which HR capital should be mobilized efficiently giving them more than compensation in terms of job enrichment, communication and participation at policy level.

 Similarly, attempt should be made to roll out the latest in technology like internet-banking and train the staffs and customers to use it efficiently.

Please note that this sample paper on bANK z (A HYPOTHETICAL CASE) is for your review only. In order to eliminate any of the plagiarism issues, it is highly recommended that you do not use it for you own writing purposes. In case you experience difficulties with writing a well structured and accurately composed paper on bANK z (A HYPOTHETICAL CASE), we are here to assist you. Your cheap custom research papers on bANK z (A HYPOTHETICAL CASE) will be written from scratch, so you do not have to worry about its originality.

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