Michelangelos Inne Tomb of Julius II essays

Michelangelos Inne Tomb of Julius II articles In 1505 Pope Julius II called upon Michelangelo to come to Rome and develop his burial chamber. Michelangelo was a notable craftsman at that point and despite the fact that he was reluctant to take the activity, he realized it was an opportunity for him to constructed a landmark that he trusted would be recollected as burial place for an extraordinary pioneer, however as a portrayal of his virtuoso as a figure. Much to his dismay that it would be a venture that would take him more than forty 5and Julius II were the two men with powerful characters, huge plans, and individual objectives which they planned to achieve all through the development of the burial place . The two men clashed over the plans of the burial chamber and there were ordinarily when the task was suspended in light of the fact that Michelangelo turned out to be disappointed to the point that he returned back to Florence where he needed to finish the undertaking all alone . Michelangelo chipped away at numerous differ ent ventures while he proceeded with deal with the burial chamber and it was not finished for more than 30 years after the demise of Julius II. Today the burial place not just stands as a portrayal of the change in masterful style of Michelangelo but at the same time is an impression of the character and supposition of Michelangelo during the time where he chipped away at the Tomb. Figures like that of Moses and the slaves go about as a portrayal of the baffled conclusion that Michelangelo felt towards the undertaking and its benefactor. The figures mirror his development as a craftsman during the forty years of the burial chamber and those of Leah and Rachel remain as a portrayal of the develop assumption and style that Michelangelo developed into after some time. The burial place was not, at this point a great landmark however an individual fight for Michelangelo who didn't complete it for the individuals, yet for himself, as he accepted that the majority were without judgment and consistently loved what they ought to scorn and scrutinize what is most noteworthy of worth . It is an impression of his unadulterated opinion, development, and internal battle as a craftsman during this t... <!

Coca-Cola Corporate Industry †Free Samples to Students

Question: Talk about the Coca-Cola Corporate Industry. Answer: Presentation: Coca cola is one of the developing organizations on the planet. The Coca-Cola Company is seeing to take advantage of this develop have a quick development, and the business is focusing on creatingIndia its third primary market(and additionally in a time span), up from itspresent 6th area. Expansion into a wide decent variety of beverages is one of the significant accentuation zones for Coca-Cola to have a decent drive. While bubbly soda pops currently represent about 50 percent of the Indian market of sodas, ovary and dairy-based blends are expanding at a quicker pace Hazard is the threat displayed by any blunder in the money related articulations because of any disappointment of any control. In a fiscal review, trademark hazard is most prominent likely to happen when dealings are multifaceted, or in a circumstances when there are high measure of judgment in regard of any money related gauge or managing. This sort of danger typifies a most pessimistic scenario setting as all the controls have flopped radically. Coca-Cola Company is an overall business that capacities in an overall market. The item communicates various money related dangers for instance variety in item costs, outside contention rate, pace of premium, political steadiness and droop. These monetary perils displayed an enormous trouble in the perseverance of the procedure of the business. Industry Precise Audit Risk One of the greatest resources of an organization is stock and the boards for stock would make certain all stock on the accounting report truly exists. A business ought to have an appropriate partition of commitments so no solitary individual handles all or most features of the stock, for example, contract, approval, establishing, and imbursement (Risk evaluation and materiality 2016) Innate hazard Valuation of financial instruments Coca cola on the budgetary records have very elegantly composed that the sums are estimated at reasonable worth. Impacts that could horribly impact the Company's procedures or monetary outcomes grasp and are likewise not restricted to the accompanying terms: stoutness and other prosperity anxieties; water inadequacy and poor class; changes in the nonalcoholic blends word related circumstance; the new worldwide acclaim emergency and ebb and flow objecting acknowledgment and value bazaar settings; extended rivalry; an insufficiency to expand systems in advancing and unindustrialized markets; motions in outside money conversation rates; pace of premium increment. activity 319 necessities the inspector or evaluator to get a thoughtful of every one of the five instruments of inside control satisfactory to techniques the review. It additionally takes in to thought that such data ought to be used to perceive kinds of inert misquotes, mull over components that upset the danger of significant error, procedures trial of boards when related, and furthermore methodologies tests(substantive). Stock has high natural hazard with nepotisms to regarding its variant or record steadiness. Coca-Colas stock record balance is dependent upon what worth is painstakingly considered for a creation work-in-process period to move into the ?nished great stage and to develop in to the completed item stage As the reviewer has surveyed if the substance's bundles and boards that discourse known dangers of significant error because of duplicity have suitably expected and situated in process, the evaluator ought to assess these risks and furthermore it takes in to thought all the assessment. This count ought to be meticulous when unindustrialized the assessor's response to the marked perils of significant misquote which emerges because of extortion. The reviewers of Coca-Cola tried with the assistance of the hazard specialists the element of the reasonable estimations of the various dug in branc hes which incorporates the choice to adjust the promissory note into instruments of value of the Corporation as a major aspect of the cash or any sort of thought travel moved. In regards to this accomplishments, the review of the advantages and liabilities have been finished. There are errors which came about to deliver threats to the data frameworks, and furthermore there is a continuation to keep on making reserve funds in laborers, innovations, digital spread and preparing of Business faculty. The Business maintains a data hazard the board database which is regulated by data expertise association and concentrated by a cross-practical panel. The potential misquote is the default by or dissatisfaction of one or extra of our counterparty money related foundations could source us to acquire vital casualties. As a component of the supporting doings, there is a section in to exchanges associating subordinate financial instruments, which incorporates forward understandings, item product s contracts, alternative understandings, collars and trades, with various fiscal foundations. In including, there are parcel of money, money partners and different investment funds using a credit card or in books with specific banks or other fiscal associations in the United States or anyplace else in the nation. In the event that we talk about this error we can say that according to bookkeeping standard 11 a great deal must be estimated (PCAOB 2017) The point or the goal of the inspector is to arrange and reasonably measure the dangers of significant error, which gives a strong premise to scheming and acknowledging answers to the dangers of misquotes which have been material in nature. The analyst should make chance count gauges that are important to run a reasonable reason for distinguishing and passing judgment on the principle dangers of significant misquotes, which is significantly because of blunder or plan of extortion ,and misleadingly for any further review methodology. The assurance is to increase a compassionate of the enterprise's motivations, designs, and associated word related dangers is to discover business hazards that may wisely be plausible to result in significant mistakes or misquotes of the budgetary declarations. Parity assessment targets that ought to be certainly met and the checker can accomplish that any given accountequilibriumisjustlyspecified- An examiner needs to have great measure of proof to frame a conclusion. There can be qualified assessment or a spotless feeling. It relies upon the review confirmations whether the reviewer needs to offer which kind of input. Danger of claim on the off chance that Coca-Cola is arraigned for various reasons produce connected or, at that point and the Risk of hurt to standing if any awful audits is unconfined identified with Coca-Colas corporate practices. The Risk of trailing predominant and future shoppers who need a con?ict of advantages with Coca-Cola. The proof gave the reviewer has some inalienable restriction as the proof that has been given isn't checked in detail. The evaluator is offering a general input dependent on some meaningful strategies and investigative techniques. Because of the characteristic confinement a few dangers won't have the option to distinguishes and will be forgotten about. Arranged Discovery Risk is the threat that the survey sign gathered will neglect t o see (Risk the executives approach 2017) Any risk or danger of the misquotes. Arranged recognition chance has a contrary relationship with some amount of sign quiet for a survey. For example in the event that the purposeful disclosure chance is squat, analyst should assemble more sign. In the event that characteristic hazard and switch chance are tall, intentional location chance is low, it is significant for the reviewer to test the contacts and not simply testing the inner controls of the organization. Coca cola Inherent hazard evaluation The Group Risk Forum is Coca?Cola HBCs riskthink tank and free hazard audit mechanism.Its individuals, enlisted fromthe most senior business pioneers over all capacities, contribute their experience and knowledge to the assessment of the companys hazard and openings. Stock has high characteristic hazard with nepotisms to regarding its variant or record soundness. Coca-Colas stock record balance is dependent upon what worth is painstakingly considered for a creation work-in-process period to move into the ?nished great stage and to develop in to the completed item stage. Income credit has tall inborn hazard concerning its completeness and cutoff. Coca-Colas pays process needs how the organization perceives the income. Generosity has high trademark chance in respects of esteeming the organization and the record adjusts. The greater part of the of Coca-Colas stock worth is its make name and underground recipe (Risk appraisal and materiality 2016) Understanding the assembling lets the reviewer to survey the hazard Coca-Cola at present Is confronting (ASA 315). It is the piece of the reviewer the check the significant issues of the credit and the record adjusts (Annual report 2016) Evaluator needs to see to see if(Risk appraisal and materiality 2016) there are individuals who are not reimbursing the credit in time. By overemphasizing the stock, Coca-Cola will be expanding the gross benefits, net income, current belongings, held profit and furthermore different proportions. Unlawful to know income right on time by handling books open as far as possible of the amount time frame to accumulate more sell-offs. Since generosity add to major the advantages total and by this the stock would be misquoted because of appear of more altruism esteem. The inside controls isn't as impeccable as it was normal from the organization. The trial of controls are broad. Considerable and diagnostic systems are kept at low level. The trial of subtleties are medium. Thus, association must make numerous molds which include a lot of choice when completing recoverability and trial of debilitation of the considerable number of aids the entire world. Contingent upon the working productivity of the entitys boards, the inspector will extend and perform down to earth tests assimilated at the conceivable falsehood which may result from the perceived dangers. As an a vital part of the hazard computation process, the inspector ought to direct as which dangers known require irregular review thought. Such perils are alluded to as groundbreaking

Secrets and Strategies for Maintaining Balance

Secrets and Strategies for Maintaining Balance Stress Management Management Techniques Print Maintaining Balance in Your Lifestyle Maintaining Balance: Avoid Imbalance in Your Life By Elizabeth Scott, MS twitter Elizabeth Scott, MS, is a wellness coach specializing in stress management and quality of life, and the author of 8 Keys to Stress Management. Learn about our editorial policy Elizabeth Scott, MS Updated on June 24, 2019 Bernd Opitz/ Getty Images More in Stress Management Management Techniques Physical Techniques Relaxation Time Management Effects on Health Situational Stress Job Stress Household Stress Relationship Stress Theres a lot of buzz about maintaining balance right now. Its important to do it. Ideally, we should all maintain a mix of work and play, of things we have to do and things we want to do, of things that drain us and things that feed us. We also need to carve out enough time for sleep, relationships that sustain us, exercise, healthy meals and other life-affirming activities (sex!) in our lives so we dont drown in only work and chores. But what does maintaining balance look like? Sometimes maintaining balance can be messy. Even when we find overall balance in our lives, there are going to be times when we are overloaded, times when we realize we need to pare down, and times when we cant pare down right away, but can work toward greater balance in the near future. If you find yourself in that position, dont stress about it; thats part of maintaining balance, too. To illustrate my point, try balancing on one foot. (Seriously, I encourage you to actually try it now.) Do you notice that you sometimes find yourself leaning in one direction and, in order not to fall, have to right yourself by leaning in the opposite direction? If you just stayed perfectly still, youd fall. Maintaining balance isnt about staying perfectly still; its about recognizing when youre getting out of balance, and righting yourself. Constantly. I do this in my own life and, quite honestly, there are times when I need to adjust slightly to be back in balance, and other times when I need to adjust quite a bit. There are times when I feel myself getting a scratchy throat and realize that my body is telling me that I need to get back in balance quickly or Ill get sick. I listen to my body and my emotions, and I make the necessary changes to stay in balance (or I listen to wise friends who encourage me to do so). Staying in balance looks different for everyone, as we all have different needs for balance, different variables we work with in our lives, different levels of tolerance for imbalance, and different resources available to us, among other things. Below are a few different balance-finding ideas to help you in maintaining balance, so you can right yourself when you find that you need to shift back to your center of balance. Take a Mental Health Day The movie Ferris Bullers Day Off, a favorite film of mine that depicts a high school senior making the most out of a day of playing hookey, became a classic for a reason: people everywhere can identify with the need to take just one day off from the pressure or monotony of life, and do anything and everything possible to make it count. You may not spend the day singing in parades, eating in fancy restaurants or trying not to be run over by your jealous sister, but spending one day in a way that feels restful or fulfilling for you is the trick. Use your imagination!When and How To Take A Mental Health Day Just Say No Think about all the things you need to do. Which ones do you want to do, and which ones do you have to do? Ideally, there should be a mix of both. When working on maintaining balance, you can do two things that involve saying no, and both can make a big impact. First, see if there are any have to items you can cross off of your list. (Think of your own wellbeing and try to make the right choice.) Second, be sure that all of your want to items really bring you joy and feed you emotionally. If theyre just sort of worth the time, cross them off and start doing something thats really worth your time. When time is scarce, make every moment count.How To Cut Down On Obligations That Cause Stress Ask For Help It can sometimes be easier for an outsider--someone who is not you--to see not only when youre getting out of balance, but recognize what you can do to get back into balance. Everything in your busy schedule may seem vital (and sometimes it is) but if theres something that may be more easily let go, its often a good friend, close relative, or spouse who can help you recognize that. If you dont have that kind of supportive person or persons in your life, it may even be worth finding help from a professional, either from a life coach or, in more serious stress situations, a therapist. These professionals have an arsenal of resources to help you to manage your stress, and can also help you to change thought patterns and coping strategies that may be contributing to your stress levels. Next Steps These three strategies can work wonders for those who are already at a breaking point and need to regroup. However, once you regain balance in your lifestyle, or if youre not feeling that youre at a point of crisis yet but youd like to avoid it, there are some ongoing strategies that can be practiced daily that can help as well. The strategies below can help you to maintain internal emotional balance as well as balance in your life. 7 Tips for Finding Balance When Youre Stressed and Busy17 Highly Effective Stress Relievers

M M Project Essay - 999 Words

Abstract The purpose of this paper is to provide a written report of the five part MM project. Part one was sampling. We were to purchase 3 bags of MM and record the color counts of each bag in an Excel spread sheet. For part two we calculated the sample proportions for each color, the mean number of candies per1.69oz bag, created a histogram for the number of candies per bag, use Excel to compute the descriptive statistics for the total number of candies per bag and summarize the information. In part three we located the 95% confidence interval for the proportion of blue, orange, green, yellow, red and brown. For part four we tested claims for percentages of each color. In the final part of the project we tested the hypothesis†¦show more content†¦The results are as follows: Sample proportions: blue=.2366, orange= .2099, green= .1702, yellow= .1428, red= .1156, brown= .1249; the histogram is skewed left Mean= 55.5667; standard deviation= 2.0003; total # of candies=5001; # of bags= 90 The standard deviation indicates that the difference between the actual number of MMs per bag and the mean number of MMs per bag is 2.0003. Part 3: Method, Analysis, Results The objective of this part of the project is was to construct a 95% confidence interval for the proportions of blue, orange, green, yellow, red and brown mms. The results were: Blue (.22477, .24833) Orange (.19867, .22125) Green (.15975, .18058) Yellow (.13308, .15247) Red (.10672, .12444) Brown (.11581, .13414) Mean (55.153338, 55.979862 Bonus 438 Part 4: Method, Analysis, Results For this portion we were to tests Masterfoods’ claims about which proportion of colors the greatest number of people found attractive. Blue; H0: p=.24 claim, H1: p[pic] .24; Z= -.5630, Fail to reject There is insufficient evidence to suggest the true proportion is not .24. Orange; H0: p=.20 claim, H1: p[pic].20; Z= 1.75; Fail to reject There is insufficient evidence to suggest the true proportion is not .20. Green; H0: p=.16 claim, H1: p[pic] .16; Z= 1.9676; reject There is sufficient evidence to suggest the true proportion is not .16. Yellow; H0: p=.14 claim, H1: p[pic] .14;Show MoreRelatedMM: Project Report788 Words   |  3 Pagesï » ¿MM ® Project Report Figure 1 - MM Brand Characters (Norm, 2010) Contents Introduction: Purpose of Report 3 Project Part 1: Sampling Method 3 Project Part 2: Method, Analysis, Results 3 Project Part 3: Method, Analysis, Results 3 Project Part 4: Method, Analysis, Results 3 Project Part 5: Method, Analysis, Results 4 Conclusion 4 Introduction: Purpose of Report Purpose This analysis was conducted to investigate various aspects that relate to MM candies, their production, andRead MoreMM Project Report471 Words   |  2 PagesMM Project Report This project is a quantitative study involving descriptive statistics. Descriptive statistics allow for summations about objects (FAQs-Descriptive Inferential Statistics). With the exception of measurement error, descriptive statistics can clarify large volumes of data by reducing lots of data into a simpler summary (Trachim, 2006). The scope of the project included 60, 1.67 oz. bags of mms being collected from different areas, 3,364 candies total. Statistical analysis wasRead MoreEssay MM Project 41415 Words   |  6 PagesStrayer University Math 300 MM Project PT 4 August 14, 2011 Solution: We want to test the following null and alternative hypotheses We need to use the z-statistic, which is calculated using Observe that the sample proportion is This corresponds to a two-tailed z-test for proportions. The z-statistics is computed by the following formula: The critical value for for this two-tailed test is. The rejection region is given by Since, thenRead MoreProject Management At Texas A M University773 Words   |  4 Pagesmaster’s in construction management. I am elated that the Graduate program in Construction Management at Texas AM University is providing me with tools to satisfy my innate desire of contributing to construction of facilities and blending my skills as a student of architecture. Currently I am pursuing my research in the field of value stream mapping of RFID technology in capital projects. It is a cutting edge technology in the construction field and it excites me to be analyzing it and putting forthRead MoreHM Analysis1227 Words   |  5 PagesAB (HM). We will analyse on it using PESTEL, Porter’s Five Forces and SWOT to get a clear concept of what HM is today and where it can go. This positioning will be helpful in strategy designing. Company activities HM was established in Và ¤sterà ¥s, Sweden in 1947 by Erling Persson. We now sell clothes and cosmetics in around 2.200 stores around the world. * HM offers fashion and quality at the best price * HM offers fashion for women, men,teenagers and children. * HM also sellsRead MoreH M s Mission4131 Words   |  17 PagesMGT 220 Term Project- HM Part 1 HM’s Mission/Vision Hennes and Mauritz AB is a Swedish retail-clothing company, which has expanded enormously in the past years. HM has grown from one single store in a small town in Sweden to a multinational ranked as the second largest global fashion retailer with its 3,600 stores in over 58 countries and $22 billion in annual sales (The World’s). This incredible story of success makes us wonder about their strategies and how they managed to get where they areRead MoreThe Iron Mask Project Is Located At An Elevation Of M 425 M Above Mean Sea Level Essay1706 Words   |  7 PagesThe Iron Mask project is located at an elevation of ~425 m above mean sea level and within the Canadian Shield that is characterized by subdued topography with rolling hills and numerous lakes and rivers. Vegetation in the area composes a Boreal forest, and includes both coniferous and mixed-wood forests. Conifer tree species include white and black spruce, balsam, jack pine fir, eastern white cedar, and tamarack, whi le the deciduous (hardwood) species are mainly white birch and poplar (https://wwwRead MoreHM Report2508 Words   |  11 Pages T2242531 Introduction Hamp;M (Hennes amp; Mauritz) is a global fashion brand and retail clothing company founded in Sweden, 1947 by Erling Persson. H amp; M founder Erling Persson because of a U.S. tour, inspired him to open a low price, high-class women s fashion clothing store ideas. (â€Å"Hamp;M offers fashion and quality at the best price†, 2011) The first Hennes opened in Vasteras, which is the predecessor of Hamp;M. In 60s, he expanded Hennes in most parts of SwedenRead MoreAn Introduction to Total Quality Management1250 Words   |  5 Pageshow could people achieve it? Quality management is an excellent method to resolve it. In the following parts, this project will briefly identify the definition of quality and total quality and tell the differences between them at the same time. Moreover, it will illustrate three main pioneers of total quality management during the development. In the end, the following project will make some prediction of the trends of quality management in the future. Quality and Total Quality ï  ¬ QualityRead MoreJoseph M. Juran s Life972 Words   |  4 PagesJoseph M. Juran lived a long life comprised of many accomplishments. Using his natural gifts of intelligence, Juran went from being a poor immigrant to being known for his quality control expertise. He has also been known as the â€Å"father† of quality, and even a quality guru. This paper gives insight into Jurans life and how he was able to work his way up to his many accomplishments. Joseph was born in Braila, Romania in December of 1904. Five years later his father, Jakob Juran, departed Romania and

Annotated Bibliography Mental Health - 3645 Words

Annotated bibliography 1. Rationale Mental health is a complex phenomenon that consists of a range of diagnoses, treatments and outcomes. Recovery from such experiences has historically meant to completely remove all symptoms of illness, but is now currently thought of as regaining a sense of control over and development of a new meaning and purpose in one’s life, rather than feeling defined by the illness. Each individual understands it in their own personal way, likened to a journey towards self-determination, choice, and empowerment. Research suggests that recovery is nurtured by positive relationships. These relationships encapsulate those with friends, family, service providers and connections with their personal community and culture. Such connections support individuals in becoming more than their â€Å"mental illness† identity. Important in fostering these connections are concepts of treating people with dignity, compassion and understanding. However, as highlighted by the Time to Change initiative, media depictions have continued to portray mental health in stigmatising ways. Research has suggested the media continues to present false, misleading, stereotyped and negative information to the public about mental health. This occurs through various media sources, including newspaper articles, films and portrayals of mental illness in TV programs. Studies suggest individuals tend to feel more isolated, stigmatised and exiled from their community as a result.Show MoreRelatedAnnotated Bibliography : Mental Health And Incarceration Essay973 Words   |  4 PagesRunning head: ANNOTATED BIBLIOGRAPHY Annotated Bibliography: Mental Health and Incarceration Cole Leaf University of Alaska Anchorage English A111 Friday 1-3:30 Hawthorne, W. B., Folsom, D. P., Sommerfeld, D. H., Lanouette, N. M., Lewis, M., Aarons, G. A., Jeste, D. V. (2012). Incarceration among adults who are in the public mental health system: Rates, risk factors, and short-term outcomes. Psychiatric Services, 63(1), 26-32. doi:10.1176/appi.ps.201000505 Authors in this article fromRead MoreMental Health Disorders in the Criminal Justice System: Annotated Bibliography 2221 Words   |  9 PagesAustralian Institute of Criminology, 2007, The identification of mental health disorders in the criminal justice system, prepared by Ogloff, J.R.P., Davis, M.R., Rivers, G. and Ross, S., Australian Institute of Criminology, Canberra. In this research bulletin commissioned by the Criminology Research Council, Ogloff et al. review the level of screening and the instruments used across jurisdictions to assess mental illness in justice agencies. Ogloff et al. intend to highlight the need and argueRead MoreChild Sexual Abuse and Its Impact on The Developing Brain, An Annotated Bibliography846 Words   |  4 PagesAssessment, and Treatment. Online. http://onlinelibrary.wiley.com/doi/10.1002/9781118094822.ch2/pdf Annotated Bibliography: In this article, the author is making an argument that sexual abuse causes brain development problems in the long run. These children gain â€Å"a less ï ¬â€šexible state of equilibrium† (Gaskill 37). They then become poor socialized and have problems in regards to emotional and physical health. In order to these children, they need to be helped immediately, giving them regular and uniformRead MoreBibliography Of An Annotated Bibliography1512 Words   |  7 PagesThe purpose of this paper is to display my knowledge of constructing an annotated bibliography. This annotated bibliography consists of the five articles from journal set A. The annotation covers evidence based practices and issues with the field of psychology such as lack of services, cost and, quality of care. Each annotation addresses the strength of the article, the purpose of the article, the relevance to the field of psychology and its uniqueness. The paper is a very brief synopsis of t he articleRead MoreThe Benefits of Healthy Eating1739 Words   |  7 Pagesimportant and will change the lives of families in a positive way. Healthful eating will dramatically lower the risk of diseases associated unhealthy eating, create more time for family, and possibly offset desire to change other harmful habits. Qualified health professionals are not the only ones preaching their views on healthful eating. Healthful eating is a popular topic, and many less qualified people jump one the bandwagon to prescribe and recommend. Because up to 75 percent of deaths in thisRead MoreInterpersonal Communications Essay1036 Words   |  5 Pagesa decent relationship to begin. The human service professional do not have to agree with the client, in order to show empathy but understanding. Counselors must recognize important nonverbal clues when speaking with clients. According to the â€Å"Mental Health Facilitator† people should start with self-alertness and advancement of empathetic abilities (MHF, Empathy: An MHF Feeling). Clients’ emotions have a large impact on services rendered. There are factors; such as, different cultures, protectingRead MoreBSHS 345 Week 4 Annotated Bibliography1433 Words   |  6 Pages Annotated Bibliography BSHS/345 Annotated Bibliography Juleen K. Buser, Journal of Multicultural Counseling and Development 37.2 (April 2009): 94-104 This article is a great article that relates to African Americans seeking mental health treatment at lower rates than whites. The article states that this disparity can be attributed to attitudes toward services, alternate coping, and differences in care. This article also illuminates biases in counseling. Snowden, Lonnie R, Barriers toRead MoreAnnotated Bibliography on Stress1762 Words   |  7 PagesIntroduction There are many different broad definitions of stress and how to cope with it, known as stress management. Stress affects health in a number of ways. It is defined by James (2011) as pressure or tension that comes in many shapes and forms and furthermore the body and mind in particular reacts psychologically and even emotionally. How Stress Affects Health This can affect how an individual feels, think and behave. Signs and symptoms can include sleeping problems, loss of appetite and difficultyRead MoreAlcohol Annotated Bibliography2329 Words   |  10 PagesAlcohol Annotated Bibliography. Introduction. This Annotated Bibliography has been developed in co-ordination with an Alcohol Poster presentation, with the aim of elucidating the dangers alcohol has on a person’s health and wellbeing. The author chose alcohol as a topic, as it is well-known to be dangerous but in contrast it is readily available for people to purchase. Alcohol dependency has serious detrimental effects on people’s health and social lives. The World Health Organisation (WHO, 2008)Read MoreCrazy: a Fathers Search Through Americas Mental Healthy Madness - Annotated Bibliography864 Words   |  4 PagesPeriod Annotated Bibliography Doyle, Jim, and Peter Fimrite. Caring for Mentally Ill Criminals Outside of Prison Is Dangerous. Americas Prisons. Ed. Clare Hanrahan. Detroit: Greenhaven Press, 2006. Opposing Viewpoints. Rpt. from Criminally Insane Taking over State Hospitals. San Francisco Chronicle 22 July 2001. Opposing Viewpoints In Context. Web. 26 Feb. 2013. In this article, the incarceration of the mentally ill is encouraged because it is safer than keeping them in mental institutions

Americans perpair for war Free Essays

The Germans started launching attacks on American ships. Then they proposed a threat on the United States and then we declared war. B) Yes because we shouldn’t have hushed Into anything and we did something about the boat attacks by making an agreement and then they proposed a threat and then we came Into the war for a good cause. We will write a custom essay sample on Americans perpair for war or any similar topic only for you Order Now 2. A) President Wilson Formed The Committee on Public Information (ICP). The ICP did a lot by organized rallies and parades and published posters and pamphlets. They reposed The Espionage Act of 1 917 and the Sedition act of 1918. They got crop for the troops by paying farmers to plant all their land and sell them the crops. People at home had to conserve food and practice â€Å"meatless Mondays, hatless Wednesdays† and they planted their own vegetables in Unicorn Gardens† B) The ICP organized rallies and parades and published pamphlets and posters etc. They also had speakers know as â€Å"four-minute men† who gave short patriotic speeches In many places to get people to Join the war. C) The government raised taxes and issued war bonds: the U. S. War bonds and Liberty bonds provided billions of dollars in loans to the Allies. The War Industries Board (WBI) saw the production distribution of copper, steel, cement, and rubber so people couldn’t get what they needed. 3. A) One million women joined the U. S. Workforce during the few years of the war. Women worked as nurses, telephone operators, signaled, typists, and interpreters In France. Women couldn’t get Jobs in combat but they braved gunfire. B) Because of all the men fighting In battle the factories had fewer workers so all he new job opportunities Mexican Americans took. Because labor was so scarce workers demanded better wages and conditions so they went on strike, they established a minimum wage and limited work hours and gave women fair pay. 4. Separate sheet of paper. 5. They were attacking our allies and destroying our ships that were caring supplies to our allies, and the Germans started attacking ships without warning. In 191 5 a German U-boat sank a British passenger line killing 128 Americans, this did not pass ell with the Americans. Germans proposed a threat to the U. S. And that was It the American public was an outraged by the telegram then we declared war. B) Yes because we shouldn’t have hushed into anything and we did something then we came into the war for a good cause. Proposed The Espionage Act of 1917 and the Sedition act of 1918. They got crop for speeches in many places to get people to Join the war. C) The government raised taxes and issued war bonds; the U. S. AR bonds and A) One million women Joined the U. S. Rockford during the few years of the war. Women worked as nurses, telephone operators, signaled, typists, and interpreters in France. Women couldn’t get Jobs in combat but they braved gunfire. How to cite Americans perpair for war, Papers

THE TREATY OF WAITANGI Essays - Mori Politics, Mori History

THE TREATY OF WAITANGI Her Majesty Victoria Queen of the United Kingdom of Great Britain and Ireland regarding with Her Royal Favour the Native Chiefs and Tribes of New Zealand and anxious to protect their just Rights and Property and to secure to them the enjoyment of Peace and Good Order has deemed it necessary in consequence of the great number of Her Majesty's Subjects who have already settled in New Zealand and the rapid extension of Emigration both from Europe and Australia which is still in progress to constitute and appoint a functionary properly authorised to treat with the Aborigines of New Zealand for the recognition of Her Majesty's sovereign authority over the whole or any part of those islands - Her Majesty therefore being desirous to establish a settled form of Civil Government with a view to avert the evil consequences which must result from the absence of the necessary Laws and Institutions alike to the native population and to Her subjects has been graciously pleased to empower and to aut horise me William Hobson a Captain in Her Majesty's Royal Navy Consul and I, Lieutenant Governor of such parts of New Zealand as may be or hereafter shall be ceded to Her Majesty to invite the confederated and independent Chiefs of New Zealand to concur in the following Articles and Conditions. Article the first The Chiefs of the Confederation of the United Tribes of New Zealand and the separate and independent Chiefs who have not become members of the Confederation cede to Her Majesty the Queen of England absolutely and without reservation all the rights and powers of Sovereignty which the said Confederation of Individual Chiefs respectively exercise or possess, or may be supposed to exercise or to possess over their respective Territories as the sole sovereigns thereof. Article the second Her Majesty the Queen of England confirms and guarantees to the Chiefs and Tribes of New Zealand and to the respective families and individuals thereof the full exclusive and undisturbed possession of their Lands and Estates Forests Fisheries and other properties which they may collectively or individually possess so long as it is their wish and desire to retain the same in their possession; but the Chiefs of the United Tribes and the individual Chiefs yield to Her Majesty the exclusive right of Preemption over such lands as the proprietors thereof may be disposed to alienate at such prices as may be agreed upon between the respective Proprietors and persons appointed by Her Majesty to treat with them in that behalf. Article the third In consideration thereof Her Majesty the Queen of England extends to the Natives of New Zealand Her royal protection and imparts to them all the Rights and Privileges of British Subjects. [signed] W. Hobson Lieutenant Governor Now therefore We the Chiefs of the Confederation of the United Tribes of New Zealand being assembled in Congress at Victoria in Waitangi and We the Separate and Independent Chiefs of New Zealand claiming authority over the Tribes and Territories which are specified after our respective names, having been made fully to understand the Provisions of the foregoing Treaty, accept and enter into the same in the full spirit and meaning thereof in witness of which we have attached our signatures or marks at the places and the dates respectively specified Done at Waitangi this Sixth day of February in the year of our lord once thousand eight hundred and forty. The Chiefs of the Confederation [This English treaty text was signed at Waikato Heads in March or April 1840 and at Manukau harbour on 26 April. A total of 39 chiefs signed. The text became the 'official' version.]

Cult Branding Essays

Cult Branding Essays Cult Branding Essay Cult Branding Essay 1993). After all, if the personality of human beings can boil down to seven measures, a similar construct should suffice to analyze and write up a rich-enough character statement for a brand. The author’s tool is named the HBCQ or Hepta-dimensional Brand Character Questionnaire in reference to Professor Cloninger’s early investigative tool, the Tri-dimensional Personality Questionnaire or TPQ (Cloninger, 1987). The HBCQ consists of a battery of approximately 100 self-administered questions or statements which the respondent must answer as if the brand were a person. It is complemented by a one-hour face-to-face interview. (Chevron, 1998) Typical interviewees People to be interviewed typically include: The corporation’s top managers including only those who influence how the brand behaves (e. g. board members, chairman of the board, president, etc. The senior vice-president or vice-president of marketing International managers who get to choose and adapt advertising and packaging for their region, or who forge marketing alliances with other companies New product strategists and top RD personnel, since product formulation and new product introductions are an important part of the brand’s spe ech Senior advertising agency personnel (unless a change is contemplated) And any other person who is a long-term influencer of the brand’s communication Between five and 25 interviews are conducted and the results are analyzed by a team: a clinical psychologist, a conceptual copywriter and the author. A brand character statement is then drafted and refined with the participation of the brand’s management. Typical statements in the questionnaire include: Brand X prefers the old â€Å"tried and true† ways of doing things to trying â€Å"new and improved† ways, or, The brand can laugh at itself, which the respondent must answer with: Yes/ No/ Doesn’t apply (Chevron, 1998) Rating brand strengths and weaknesses Those answers allow us to rate the brand strengths and weaknesses along the following axes: High novelty v/s low novelty; Security v/s risk taking; Seeks reward v/s does not depend on reward; Persistence v/s irresoluteness; Self-sufficiency/maturity v/s immaturity; Cooperativeness/pro-social v/s self-centred/anti-social; and Integrity/conscience v/s lack of integrity. (Chevron, 1998) The Brand Character Statement (or BCS) Following is a hypothetical example of a Brand Character Statement: Ben Jerry’s Homemade Inc. The firm wrote the document after taking the HBCQ themselves and trying to impersonate Ben Jerry’s management while answering the questions. To verify the accuracy of this BCS, they submitted it to a Ben Jerry’s PR person who found it accurate and requested only one word change. In spite of this, they did not assume that their assessment of the Ben Jerry’s brand character is as complete as if they had been able to administer the HBCQ. Please note that this BCS contains a number of constraints or commitments which may not always be easy to live with. So it should: a character statement that does not commit much is not worth much either. ? Ben Jerry’s Ice Cream: Brand Character Statement Ben Jerry’s Homemade ice cream is ice cream as it should be, made with fresh and natural ingredients blended with something unexpected and original. It combines the tradition of Vermont where the company is, and the creative iconoclasm of hippies which Ben and Jerry were in the 1960s. Ben Jerry’s ice cream brand begins with the best ingredients, like real fresh cream and fresh fruits, which are processed according to traditional methods of ice cream making. Everything that goes into Ben Jerry’s ice cream – ingredients, preparation, packaging, distribution, and service – bears the mark of its Vermont origins: friendly farmers with solid down-home values and humour, attached to traditions that extol nature and good food. Ben Jerry’s ice cream makes ice cream fun to eat with unexpected mixes; it seems as if it had been made by two imaginative guys working in the farmhouse kitchen. Ben Jerry’s ice cream as a corporation is traditional, but not conservative: no starched shirts here, but flannel ones with funny and unexpected patterns. Everything Ben Jerry’s ice cream does reflects the strong values of Vermont tradition without compromising the creativity and progressive 1960s values of its two original entrepreneurs. It was started by friends, with an idea and no means, not by food technicians blessed with financial backing. It represents entrepreneurship and the victory of the little guy against the big corporations (which it has contempt for). It is generous as only a small artisan without a large accounting system to control cost can be: There are lots of real chunks of brownies in the Chocolate Fudge Brownie Ice Cream and large amounts of dough in the Chocolate Chip Cookie Dough ice cream. Ben Jerry’s ice cream is committed to the environment in which we all live. The brand is very active in several â€Å"green† political causes. While this may have its origins in the founders’ hippie past, it is nevertheless a very current and very strong corporate commitment. Ben Jerry’s ice cream is corny as if corniness were an article of faith. It believes that seriousness only serves to protect the dim-witted. Ben Jerry’s ice cream product names often wink at its consumer: Cherry Garcia winks at its hippie past. They do not aim to be taken seriously. They are just a way to foster a bond with like-minded people. Ben Jerry’s ice cream doesn’t seek novelty for novelty’s sake: it is open to new ideas and doesn’t have hidden preconceptions or prejudices. While it is creative, it doesn’t hold creativity as an essential virtue. Nor does it hold â€Å"incongruity† as a vice either. (Chevron, 1998) Applying the Brand Character Statement From the time when a BCS is developed and agreed to, it must be used with absolute consistency and no exceptions. It is important to understand that not all of the points it makes have to be included in the brand’s communication all the time. What is essential, however, is to ensure that no point of the BCS is ever violated by any communication whatsoever. In the Ben Jerry’s ice cream example it says that: â€Å"Ben Jerry’s ice cream brand begins with the best ingredients, like real fresh cream and fresh fruits†. This means that, wherever BJ uses cream or fruit, it must use fresh cream and fresh fruit. But it also allows BJ to market sorbets (which do not contain cream) and vanilla or coffee ice creams (which do not contain fruits). Ben Jerry could not, however, market a simple vanilla or coffee ice cream which would violate another mandate from the BCS which requires it to blend tradition with the unexpected. In practice, all its vanilla ice cream is mixed with fruit, and the â€Å"Coffee, Coffee! BuzzBuzzBuzz† is sure packed with unexpected ingredients and textures. (Chevron, 1998) The Brand Parent As detailed as a brand character statement may be in writing, it is still open to interpretation. Some of those inferences may be quite contradictory, particularly when they are made by managers who are under the threat of an immediate danger, or by the sophists of a far-away advertising agency. It is best to appoint one person as â€Å"brand parent† with the responsibility of applying the BCS and of warding off threats to its integrity. Once installed, the brand parent must be the mandatory gate for all of the brand communication, including PR, packaging, promotion, etc. The parent’s authority should be exercised worldwide. (Chevron, 1998) Attributes of a Brand Parent It is important to observe the following rules for the brand parent: The person must have excellent teaching skills and have enough seniority in the organization to command respect. The brand parent is not a marketing manager and does not interfere with local marketing plans other than those plans that run against the BCS. The brand parent reports directly to the top of the corporation (president or CEO) and receives frequent public demonstrations of support from his bosses: The assignment will be made very difficult by many, particularly international managers who may see the brand parent as enc roaching on their authority, and advertising agencies who may see the BCS as hindering their creative freedom. The brand parent disposes of a research budget which serves to measure progress made in each country towards linking in the consumer’s mind the values of the BCS with the brand. The results of this research should have some impact on the compensation of local marketing staff. In addition to creating a â€Å"brand parent† function, a successful branding strategy must carefully create buy-in within an organization. This is made all the more necessary by the â€Å"top-down† approach used in the Delphi Process. The author and his team recommend that one of the first tasks of the brand parent be to implement local research with the HBCQ so as to find the brand’s â€Å"character gaps† or the brand’s character traits which local communication needs to reinforce. The brand parent should then challenge the local marketing staff to develop an action plan to bridge those gaps and, if at all possible, tie a reward to the achievement of these greed-to objectives. In addition to furthering the goal of communicating the values of the BCS, these actions will help develop a sense of ownership for the project among the local marketing staff. We cannot over-stress the importance, from the outset of the execution of a branding strategy, of establishing the organization which will direct its execution. The concept underlying the creation of a brand character statement is a powerful one and most managers will readily agree to use it. Yet, experience shows, once the pressures of running the day-to-day business resume, those good intentions can vanish quickly. (Chevron, 1998) Measuring progress Progress made in establishing brand character must be measured. If no measurements are made, the BCS exercise is likely to remain just that – an exercise. The basic principle for this monitoring consists in comparing the brand profile as it is expected to be, based on interviews conducted among the brand owners, with a brand profile based on consumer interviews. An initial measurement will permit determination of the initial â€Å"brand character gap† while subsequent research will (hopefully) show how this gap has been reduced. Brand profile measurements among consumers can be accomplished rapidly and at a relatively low cost with a shortened version of the HBCQ. This research tool has the advantage of being self-administered, and, because of the internal redundancy of its questions, of providing reliable test-retest data on the seven scales it measures. In addition, it allows measurement of the remaining â€Å"character gap† along its seven scales, thereby providing invaluable direction to those in charge of its communication. Some had warned that the questionnaire would be hard to use if people had difficulty â€Å"anthropomorphising† the brand. For some reason, qualitative researchers use these anthropomorphic analogies for research in most European countries (except Germany), but the same techniques are strongly criticized and seldom used in the USA. Our experience using HBCQ research in the USA, as well as abroad, has been very positive and has shown no problem of understanding, even in pilot tests of consumer perceptions of an ice cream brand conducted among rural Midwest respondents. The monitoring effort should be biennial and sponsored and closely supervised by the brand parent. We strongly recommend that the results be used to allocate special rewards within the company and its advertising agency. (Chevron, 1998) Yearly Review Suggested Note that while progress in establishing brand character should be measured once every other year, the brand parent would be well advised to conduct a yearly review of the process used to implement the BCS. (Chevron, 1998) ? The Brand Building Process Contd. Brand Architecture Process Brand Architecture is an organizing structure if the brand portfolio that specifies brand roles and the nature of relationships between brands. The brand architecture schemes have been referred to brand equity charter, leverages and brand profitability and the new rules of brand management leading to the efficacy of the attributes, derived advantages and brand system emerging in relation to the buying power of the customers. The first step in establishing a brand equity management system may be focussed towards finalizing brand equity into a document, the brand charter that provides relevant guidelines to the marketing managers. Such documentation strategy requires defining the firm’s view on the significance of the equity concept, describing key brands in terms of associated products or names and the manner by which they have been branded and marketed the second step in establishing a successful brand equity management is to integrate the results of the brand track survey performed periodically. While architecting the brand strategy, it is important to understand the preliminary definition of brand equity is not the same for the firm named brands that have their own names. In case of firm owned brands, ? Case Studies – Case Study 1 Marlboro Marlboro. You get a lot to like, filter, flavor, flip-top box. Where theres a man theres a Marlboro-with a filter that delivers a smoke of surprising mildness. Better makins. Marlboro More flavor More filter More cigarette. If you think flavor went out when filters came in-Try Marlboro. Make yourself comfortable-Have a Marlboro Marlboro. Why dont you set tle back and have a full flavored smoke Settle Back. You get a lot to like here in Marlboro Country. Come to where the flavor is. Come to Marlboro Country Come to where the flavor is. Come to Marlboro Country. Marlboro. A Western landscape, a rugged cowboy and the colour red have come to embody years of advertising tag lines for Philip Morris Marlboro cigarettes. These three elements, combined or separate, are recognizable as the American call to Marlboro Country even without the brand name, sales pitch or slogan. The brilliantly designed campaign, the strong image of the mythical American hero, the cowboy, and a successful series of responses to market challenges by the Marlboro team has created an immediately and universally recognized icon representing an idealized and appealing American lifestyle out of possibly the only product on the market (aside from weapons) that kill and injure when they are used as they are intended to be used. (08Ja) Background In the 1920s, Marlboro was first advertised as a premium cigarette for women, a milder version of the smokes well dressed men might puff on after dinner. But the brand never took hold, and by the 1950s concerns over the connection between smoking and cancer drove many smokers to filtered brands. Philip Morris didnt have a filtered cigarette, so it scrapped the old campaign in favour of re-launching Marlboro as the companys filtered alternative. After deciding to introduce filters to the brand, Marlboro executives still had the brands feminine image to deal with. It didnt help that filtered cigarettes were considered softer versions of the real thing, cigarettes for sissies. For help, Marlboro turned to Leo Burnetts advertising company. In a 1972 documentary, Burnett recalled the brainstorming session in which they stumbled upon their icon. I said, Whats the most masculine symbol you can think of? And right off the top of his head one of these writers spoke up and said a cowboy. And I said, Thats for sure. (08Fe) Burnett remembered a cover of Life magazine (Aug. 22, 1949) of C. H. Long, a range boss for the JA Ranch near Amarillo, Texas. A model was posed like Long, some cowboy-sounding words were added, and the ad was slapped into print in a Dallas newspaper. It was the birth of the most successful advertising campaign in history, the icon of the century, according to Advertising Age. (08Fe1) The first Marlboro men werent limited to cowboys. They were all sorts of rugged individuals who smoked their cigarettes while performing equally manly tasks, from fixing their cars to fishing or hunting. (08Fe) The rather abrupt advertising about-face sparked a similar turn in sales. By 1957, Marlboros sales were skyrocketing. Unfortunately for Philip Morris, however, 1957 also brought with it one of the first rounds of negative publicity. A study published in Readers Digest linked smoking with cancer. (08Fe) In response, Marlboro once again turned to show its softer side. But this time it made sure to do so in a way that might retain the masculine appeal the company had worked so hard to cultivate, while calming the nerves of anxious smokers. Instead of focusing on the mysterious tattooed Marlboro Man, it turned the camera to sultry singer Julie London, who would share a smoke with her lucky male companion in between verses of the dreamy new Settle Back with a Marlboro theme. 08Fe) These commercials, paired with print ads that showed apparently wealthy men relaxing for a smoke, lasted for a while. But as American politics became more complicated in the 1960s, Jack Landry, the Marlboro brand manager at Philip Morris, saw an opening into which the cowboy fit like a glove. (08Fe) In a world that was becoming increasingly complex and frustrating for the ordinary man, Landry explained, the cowboy represented an antithesis a man whose environment was simplistic and relatively pressure free. He was his own man in a world he owned. (08Fe) Marlboros television advertisements in the 60s reflected the idea of freedom in wide-open spaces, especially once he theme from the movie The Magnificent Seven was added to the scenes of cowboys leading their herds through dusty canyons of Marlboro Country or charging off to rein in a stray colt. (08Fe) Part of the success of the campaign might be attributable to the fact that Marlboro forged some credibility by using real cowboys in some of the ads instead of actors just playing the part. (08Fe) The image took hold with enough force that even through a ban on televised tobacco advertisements that began in 1971, the Marlboro Man survived unharmed. Instead of riding off into the sunset, the image turned up in print ads and on billboards all over the count ry. (08Fe) Today, Marlboros are smoked by 40 percent of U. S. mokers over 11, some 25 million people, according to the National Survey on Drug Use and Health. They consume 154 billion Marlboros a year. (08Fe1) Analysis Marlboro is not only an iconic brand in United States of America, but in other countries too. But this is contrary to the common perception that a cult brand needs to be in line with culture of the consumers. So ideally a brand icon such as ‘Marlboro Man’ should not be an icon in other countries of the world except United States because he took birth because cowboy is a symbol of masculinity in USA. The reason behind this is ambiguity. This is further discussed by taking examples of different countries and perception of the people over there. The American cowboy The Marlboro man which was initially identified with recognizable personalities later became an anonymous icon representing a way of life associated with the wilderness, not a specific individual. The setting for the ads is the untamed frontier, the American hinterland. The Marlboro man is portrayed as both a product of the frontier and as a role model representing the idealized American spirit. As such, he stands for a sloughing off or a rejection of the trappings of the modern civilized world and an embrace of the frontier spirit. He chooses to live as a â€Å"true American† and, thereby, emerges as superior to the bureaucrats and organization men of the civilized world who pervert or ignore the heritage and birthright of all Americans. Through the Marlboro man, Americans are able to participate vicariously in the myth of America and its greatness. By using the brand, people can link themselves to that tradition; conforming â€Å"yes men† may triumph when climbing the corporate ladder, but during a smoking break the true American prevails. (A. H. Walle, 1997) When analysing the response of American audiences, therefore, the Marlboro man is best explained as a brand image which taps and replicates a basic paradigm by which Americans view and judge themselves. It is niched in the American self-image and it is clearly linked to the supposed beneficial influences of the frontier on both national character and personal worth. (A. H. Walle, 1997) The Westerner goes East A. H. Walle, a professor at University of Buffalo, USA, in his research paper â€Å"Global behaviour, unique responses: consumption within cultural frameworks† recites an incident during one of his visit to Germany. Back in the 1980s when the cold war was still frigid and the Iron Curtain was still a bastion, I drove to Berlin and in the process had to cross through a section of what was then East Germany. During the trip, my companion wanted to stop at one of the East German â€Å"duty free shops† along the way in order to get some luxury goods at low prices. (A. H. Walle, 1997) Walking into the store, I was met with a life-sized picture of the Marlboro man, which was carefully positioned so it would exert a visual impact on all entering customers. I told my companion that I found all this to be quite ironic; here I was, beginning my first interaction in an Iron Curtain country and I find myself being greeted by a classic icon of American capitalism, not by German communists. (A. H. Walle, 1997) Fairly quickly, a young female clerk at the store came over to us and urged us not to draw attention to the poster; she then confided that she was planning to steal it as soon as an opportunity presented itself. The woman went on to say that she intended to put the poster in her bathroom so she could see it every morning when she got out of the shower. She observed, â€Å"look at the picture, there’s not a fence anywhere†. (A. H. Walle, 1997) To this East German woman, the Marlboro man was a seductive icon, but to her it did not represent the heritage of the American frontier. Juxtaposing the image of a man who lived without fences to the realities of her own life and the shadow of the Berlin Wall, she viewed the Marlboro man as an alternative to the oppressive dictatorship in which she lived. We both saw the same ad; I interpreted it as an American while she processed it in ways which fit into her life. The product and its promotion were homogeneous; the meaning and response were not. (A. H. Walle, 1997) A Return to the Hinterland It is well known that the tobacco companies are increasingly marketing their products in Third World countries. It is also well known that many of the advertising symbols used in the Western world are also employed in Third World advertising and promotion of tobacco products. The Marlboro Man is an example of that tendency. (A. H. Walle, 1997) This fact, however, does not necessarily indicate that those who live in Third World countries respond to these images in ways which parallel the response of Western consumers. Consider the following observation of David Sokal who worked for the Medical Care Development Inc. in West Africa in the 1980s: While working in West Africa†¦I encountered many cigarette advertisements†¦During one [conversation with a young man] he remarked that the Marlboro man was really impressive†¦Consider the picture of a sun-bronzed cowboy on a handsome horse rounding up fat, healthy cattle. To a rural African child this is wealth and prosperity. In many villages if there is a horse at all it belongs to the village chief. Most herdsmen go on foot, and most cattle are very thin (Sokal, 1985, pp. 467-8). The key point Sokal makes is that in the African cultural milieu of which he spoke, the Marlboro man represents high social class, economic success, and the mainstream establishment. In North America, in contrast, the Marlboro man is a marginal individualist who accepts a working-class status in order to reject the confines of an â€Å"organization man† existence. By doing so, he can live as a real man and he achieves personal fulfilment as a result of his sacrifice. To the East German, in contrast, the Marlboro man represents a generalized freedom evaluated against a backdrop of political repression at home. To the African, the same image represents status, wealth, and material success. It is obvious that the same advertisement can trigger completely different responses among various audiences. Although the Marlboro advertising strategists may have thought that they were marketing a product in global ways, they merely provide various markets with what amounts to a Rorchach â€Å"ink blot test† in which people project their own personal hopes, dreams, and fears on to a neutral image which can suggest several things; it means nothing until interpreted by the viewer. (A. H. Walle, 1997) Ambiguity/Transformation Theory Certain messages possess a degree of ambiguity (intended or unintended) which facilitate multiple interpretations. To whatever degree ambiguity exists, specific groups and individuals will be free to use the message as a blank canvas on which to paint their own vision. To whatever degree a communication is concrete and unambiguous, in contrast, the greater the propensity for the receiver to interpret the message according to the â€Å"meaning† which is intended by the communicator. Actually, of course, there is always a degree of both concreteness and ambiguity in all communications; it is possible, however, to place a communication on a continuum with concreteness and ambiguity as polar opposites and the specific communication lying somewhere on that continuum. Such a model is useful in considering the Marlboro man. (A. H. Walle, 1997) The Cowboy as Ambiguous Icon As has been shown, the cowboy (as represented here by the Marlboro Man) is an ambiguous character which is subject to multiple interpretations. Its image does not possess a universal and concrete meaning. As a result, individual people and groups are able to invest the icon with interpretations which are meaningful to them. This ambiguity allows a universal and homogeneous icon, the Marlboro man, to address different markets in a uniform manner even though each group interprets this familiar icon according to its own needs and orientations. No doubt, this ambiguity was not intended by those who created the Marlboro man; these promotional specialists were obviously seeking to link the American vision of the cowboy (and its mythic links to the American psyche) with the Marlboro brand. Nonetheless, an ambiguity did creep into the icon, which allowed various audiences to transform its meaning in ways which were uniquely relevant and appropriate. Indeed, the cowboy is a multi-dimensional character. From the perspective of Jean-Jacques Rousseau and the concept of the â€Å"noble savage†, the cowboy represents a superiority which results from living close to nature. As an opposite vision, the â€Å"natural man† can also be viewed as someone who sloughs the benefits of civilization and devolves down the rungs of cultural development to barbarism or worse. Both visions have been thrust on to the image of the cowboy in heroic depictions, on the one hand, and antiheroic portrayals, on the other. In addition, the cowboy can be viewed from a distinctively American perspective or as a generalized icon dealing with human universals. Both orientations have been embraced by different groups at different times. And finally, the cowboy can be viewed in hyper-specific manners as was the case in East Germany and Africa. This flexibility was not foreseen or intended by the strategic planners of Marlboro; yet it ultimately served the brand’s purpose very well. This flexibility can be viewed as a windfall which allows and facilitates effective international promotion. Ambiguity/transformation theory provides a way to deal with this phenomenon. By recognizing that the ability for an image to be transformed lies in the degree of ambiguity which exists within it, the analyst and strategic planner will have a way to predict the degree to which an advertisement can be transformed by specific groups. By so evaluating the communication, it is possible to develop tactics which mesh with the overall goals of the organization. (A. H. Walle, 1997) Discussion Although the ambiguity inherent in the Marlboro man was an accident, the example points to the strategic value of ambiguity under certain controlled conditions. Having observed Marlboro’s accidental success with ambiguity, it is possible to discuss the option of engineering promotional messages which consciously embody an ambiguity. By doing so, a homogeneous brand image can be merged with specific responses by distinct target markets. As argued above, some communications are fragile and ambiguous. The Marlboro Man is an ambiguous icon which can be interpreted in multiple ways. It lacks an inherent, concrete meaning; as a result, different groups are able to interpret it in ways which mesh with their needs and world views. Although the ambiguity in this example was accidental, it demonstrates the strategic potential which can exist in forging images which are imprecise; by presenting homogeneous campaigns based on ambiguous images, uniform corporate communications can be mated with unique local response. Marketing managers need to appreciate the potential value of such ambiguous campaigns. Juxtaposed, the polar opposites of the continuum of ambiguity and concreteness can be discussed as shown in Table. ? Table 1 Ambiguous V/s Concrete communication compared (A. H. Walle, 1997) AmbiguousConcrete CharacteristicsThe communication can be interpreted in a no. of ways. The way in which a communication is interpreted is a function of needs, wants, feelings, etc. of those who receive the message. The communication is explicit and will generally be interpreted in a specific way which is inherent in the communication itself. The meaning is largely determined by the communicator, not the receiver of the message. ValueOrganizations often want to choose a uniform means of communicating with consumers and potential consumers because of the efficiencies involved in doing so. By choosing ambiguous, yet uniform, tactic of communication, the organization can gain homogeneous recognition in the market place, on the one hand, and allow the individual markets to respond to the product in their own way, on the other On some occasions the organization wants to express a precise and explicit message that all consumers and possible consumers will interpret in identical ways. By choosing a concrete strategy, the organization will achieve the goal of explicit and unambiguous communication at the trade-off cost of preventing individual target markets from responding to the product in unique ways. DiscussionAs indicated, ambiguity and concreteness are polar opposites on a continuum. As such, many points exist between the poles. Nonetheless, it is possible to envisage a communication as embracing on orientation more than the other and to conceptualize a strategic value of having a communication which lies on some particular point of that continuum. ? Implications It is possible for homogeneous communications to be interpreted in diverse ways by various target markets. In view of the fact that this option can result in effective organizational communications, it deserves strategic consideration. Although ambiguity/transformation theory can be used to explain unintended results of organizational communications, it can also be used by those who seek to engineer ambiguity into homogeneous advertising campaigns. In the case of the Marlboro man, the ambiguity which exists was unintended. Nonetheless, Marlboro benefited from the ambiguity. Some communications are more ambiguous than others. To what extent does the organization want specific target markets to forge unique interpretations of homogeneous commercial messages? In view of the fact that the degree of ambiguity in promotional campaigns can be viewed as a matter of strategic choice, the question is more than merely academic. (A. H. Walle, 1997) ? Case Studies – Case Study 2 Mountain Dew People have always needed myths. Simple stories with compelling characters and resonant plots, myths help us make sense of the world. They provide ideals to live by, and they work to resolve lifes most vexing questions. Icons are encapsulated myths. They are powerful because they deliver myths to us in a tangible form, thereby making them more accessible. Icons are not just brands, of course. More often, they are people. We find icons among the most successful politicians- think of Ronald Reagan-artists and entertainers like Marilyn Monroe, activists like Martin Luther King, and other celebrity figures, such as Princess Di. People feel compelled to make these icons part of their lives because, through them, theyre able to experience powerful myths continually. Iconic brands operate similarly. When a brand creates a myth, most often through advertisements, consumers come to perceive the myth as embodied in the product. So they buy the product to consume the myth and to forge a relationship with the author: the brand. Anthropologists call this ritual action. When Nikes core customers laced up their Air Jordans in the early 1990s, they tapped into Nikes myth of individual achievement through perseverance. As Apples customers typed away on their keyboards in the late 1990s, they communed with the companys myth of rebellious, creative, libertarian values at work in a new economy. Holt, 2003) As these examples suggest, iconic brands embody not just any myth but myths that attempt to resolve acute tensions people feel between their own lives and societys prevailing ideology. Such tensions are widespread. An i deology, by its nature, presents challenging moral imperatives; it lays out the vision to which a community aspires. But, inevitably, many people live at a considerable remove from that vision. A national ideology may, for example, promote the ideal of a family with two parents, even though many citizens contend with broken homes. The contradictions between ideology and individual experience produce intense desires and anxieties, fueling the demand for myths. That demand, in turn, gives rise to myth markets. Its in these markets, not in product markets, that brands compete to become icons. Think of a myth market as an implicit national conversation in which a wide variety of cultural products compete to provide the most compelling myth. The topic of the conversation is the national ideology, and it is taken up by many contenders. (Holt, 2003) The winners in these markets become icons; they are the greatest performers of the greatest myths, and they bask in the kind of glory bestowed on those who have the prophetic and charismatic power to provide cultural leadership in times of great need. More often than not, in America at least, those who win in myth markets are performing a myth of rebellion. No matter the era or the ideological climate, Americans are resolutely pragmatic and populist in spirit, deeply distrustful of political dogma and concentrated authority. For guidance and solace, Americans turn to those who stand up for their personal values instead of pursuing wealth and power. The countrys myths draw on its stockpile of rebels, people who are often a threat to the prevailing ideology. The most successful icons rely on an intimate and credible relationship with a rebel world: Nike with the African- American ghetto, Harley with outlaw bikers, Volkswagen with bohemian artists, Apple with cyberpunks. And even before these, there was the soft drink Mountain Dew. Lets take a look at how, back in the 1950s, a small bottler in Tennessee succeeded with a rebel myth that addressed one of the most potent ideological contradictions of the day. (Holt, 2003) The Case of Mountain Dew To understand the early iconic power of Mountain Dew, we must hark back to the American ideology of the 1950s and 1960s, which was deeply influenced by World War II and the Cold War. The success of American military operations executed according to a rationalized, hierarchical model and the nations ability to out-science the Nazis in the race to develop the atomic bomb announced the beginning of a new era. Ideology lauded scientific expertise, the power of which would be unleashed by professionally managed bureaucracies. Popular culture was filled with visions of technology used to create fantastic futures and to help the country conquer new markets and beat back the Soviet bloc. Ideas about rugged individualism had become anachronistic; manhood was now to be earned in a corporate environment. The man who was mature enough to subsume his individuality under the umbrella of corporate wisdom was praised. Outside of work, these ideals found expression in the new modern living practiced by nuclear families in planned suburbs. These values produced a litany of contradictions. For men, these ideals felt coercive and emasculating when measured against Americas historical populism. Books like William Whytes The Organization Man and David Riesmans The Lonely Crowd, which damned the new conformity of corporate America, became best-sellers. Myth markets soon sprang up-using the Western frontier, the Beats bohemia, and the hillbilly backwater to provide salves for these tensions. The hillbilly first caught the publics attention in the 1930s in Lil Abner, a comic strip in which Al Capp exaggerated the hillbillys lack of civility to create biting social satire. As the 1950s unfolded, the hillbilly- a figure who was in touch with his innate animal qualities- seemed powerful and dangerous, the exact opposite of the corporate man. Elvis Presley, the poor Mississippi hillbilly who brought primitive black music to a white audience, oozed a titillating sexuality and sent young people in search of rock-and-roll records. CBSs The Beverly Hillbillies, a populist allegory that championed pragmatic knowledge over book learning, character over self-presentation, and traditional hospitality over proper etiquette, became one of the most popular television shows of the 1960s. Mountain Dews inventors named their product after an old-time Appalachian folk song that told of the pleasures of mountain dew – moonshine liquor. They filled the beverage with caffeine and sugar so that it would deliver a heart-pumping rush and gave it fewer bubbles than most sodas so that it could be chugged. They then created a comic hillbilly character-Willy-who drank Mountain Dew to get high. Invoking Appalachian stereotypes like the blood-feuding Hatfields and McCoys, the bottles label featured a barefoot Willy pointing his cocked rifle at a neighbour running away in the distance. Tied to Willys hip was a stoneware jug, the type usually associated with homemade booze. When PepsiCo bought the brand in 1964, the company kept the hillbilly character, renamed him Clem, and put him in animated television ads. One ad, called Beautiful Sal, features a cast of barefoot country folk. Two bumpkins court Sal, a buxom redhead in a brief, tattered dress. Sal refuses flowers from both men and tugs their hats down over their faces before she struts away. Enter Clem. Half Sals height, Clem seems like an unlikely mate. But from under his ten-gallon hat, Clem reveals a tall bottle of Mountain Dew. Sal swipes the bottle and takes a few gulps. As Clem gazes lustily, Sal lifts a leg and hollers. Yahoo, Mountain Dew! Her long hair snaps into curls beside her head. If the audience failed to understand that Dew has the power to change attitudes in a heartbeat, the muzzle flash that explodes from Sals ears seals the deal. She growls like a panther in heat, embraces Clem passionately, and smothers him with a kiss. The spot then cuts to a single-toothed old man who reaches behind his head, wiggles his finger lasciviously through a bullet hole in his hat, and says, Mountain Dewll tickle yore innards, cuz thars a bang in everbottle. Sales took off like a shot in eastern rural areas. Mountain Dew had succeeded in creating a kind of manhood that rivalled the buttoned-up emotions and routines of the organization men. Its hillbilly was a devilish prankster who called on male viewers to let loose their own wild man. Traversing Cultural Disruptions Mountain Dews success as an icon becomes all the more impressive when one considers how it outlived the ideological tension it was initially positioned to address. National ideology works something like Stephen Jay Goulds idea of punctuated equilibrium or Clay Christensens and Michael Tushmans descriptions of innovation cycles in technology markets, which have extended periods of incremental innovation disrupted occasionally by radical technological changes. As an ideology loses its relevance, people lose faith in its tenets. Experimentation ensues, historical ingredients are reworked, and society finally arrives at a new consensus. When such a shift in ideology occurs, people are forced to adjust their aspirations and their views of themselves. Myths provide a powerful sense of structure at these junctures, and they grow up spontaneously around the emerging ideology, forming new myth markets. These are the moments when we see new icons take off and incumbents struggle to remain relevant. Mountain Dew, which has enjoyed dramatic growth since the 1960s, is one of only a few iconic brands that have been able to increase their market power across disruptions in national ideology, cross cultural chasms instead of being dismantled by them. In 1978, a new television serial ‘The Dukes of Hazzard’, quickly became a huge hit outside major metropolitan markets. And Mountain Dew took the cue as well, retooling its wild man to deliver a redneck rebuttal to Wall Streets incarnation of the frontier myth. A look at Mountain Dews 1981 television ad Rope Swing shows how the brand moved into this new mythic territory without betraying its constituents understanding of what the brand stood for. The ad depicts an informal teen outing in lush, hilly terrain. A sinewy young man dressed only in shorts and running shoes stands with his buddies on a ledge high above a river. He waits for the perfect moment to swing out, Tarzan-style, over the water on aknotted rope. On the opposite bank, four teenage girls swing an empty rope out to meet him halfway. Filmed in slow motion, he executes the switcheroo perfectly, his body taut and rippling as he releases the first rope to grab the second, after which he swings safely to the other side. The girls cheer his crossing a clear rite of passage and greet him, bouncing excitedly. Intercut with the action, the hero appears in close-ups chugging a bottle of cold Mountain Dew. By the spots end, hes polished off the entire bottle without coming up for air. Shaking water from his hair, he faces the camera, eyes shut but mouth wide open. The film freezes with him seemingly shouting, Ah! As corporate executives donned cowboy gear in the mid-1980s, Mountain Dew responded even more assertively with a campaign called Doin It Country Cool. A dozen vignettes show our redneck studs, this time decked out in cowboy regalia, once again showing off their athletic talents and buff bodies to cheering young women. Mountain Dew argued, through myth that virile guys live to play dangerously, not to sweat it out at the office. The brand retained its iconic power by reinterpreting the wild man to fit the new ideological reality. Again, Mountain Dew championed the wild man against the emasculation of corporate work, but this time by asserting physical toughness and derring-do over the flaccid cowboys of Wall Street. From Redneck to Slacker By 1987, Mountain Dew was again an endangered icon as the nations ideology underwent another shift. The country became disenchanted with the ideals of the Wall Street frontier in a matter of months as Reagan left office, scandals rocked the financial world, and the stock market crashed. A deluge of popular books and films excoriating arbitrageurs for their greed and indulgence marked the end of this era. Before long, it became clear that the very nature of the economy was changing: Companies had to be more agile and aggressive to compete globally, and workers faced an increasingly Hobbesian, winner-take-all labour market. In the new era of the free agent, in which seniority systems were thrown out in favour of performance driven meritocracies, every job was up for grabs to the most talented and most tenacious worker. During this period of cultural disruption, a new, turbocharged version of Reagans frontier myth took hold, this one lauding heroic individual achievement. Now manhood was defined by the ability to tackle extremely difficult and sometimes dangerous challenges that demanded both mental and physical toughness. Myths of the day defined heroes as those who competed most ferociously, such as rebel athlete Michael Jordan with his brand of in your face basketball. Professionals no longer savoured expensive dining and Rolexes. Now they headed into the wilderness for tests of will against whitewater and mountains, and the must-have item was an SUV-if not a ranch in Montana. This new version of the frontier myth galvanized both male and female professionals and those who competed in the labour market to join their ranks. But most people ended up in a secondary labour market with depressed wages and no job security, or in service work that promised only stifling, micromanaged employment. Contradictions between the free-agent frontier and the realities of work were extraordinary: While many young people were moving into jobs as telemarketers and retail clerks, popular culture was lauding executives who in an average week conquered markets, technology, Whitewater, and rock walls. To make matters worse, in households across America parents pushed their kids ever harder to make it in this fiercely competitive environment The myth market that sprang up to feed these anxieties centred on a new rebel figure, the slacker. As glorified by Richard Linkletters film of that name and by Douglas Coupland in his quasi-novel Generation X, the slacker is a character who would rather pursue quixotic activities than grow up and get serious about a career. Channels such as Fox, MTV, and ESPN2 immediately picked up on the slacker ethos and delivered programming that emphasized its do -it- yourself sensibility, extreme version of manhood, and iconoclastic tastes. Slacker heroes excelled not at rule-bound professional sports but at improvisational sports like skateboarding, which they pursued on their own without rules and without corporate interference. In the music industry, rap, techno, and alternative rock all emphasized the do-it-yourself ethos: Anyone can and should make music, with a turntable and some old records, a computer, or a beat-up guitar. So-called extreme sports, in which guys fearlessly risk bodily harm to perform never-before-attempted stunts, became the rage. The professional wrestling program Smack-Down! , featuring enormous costumed men spilling fake blood on each other, was the entertainment choice of the day. Ultraviolent video games enticed guys to spend hour after hour revelling in over-the-top conquests- without getting off the couch. The slacker myth market had taken the masculine expressions of the free-agent frontier myth and turned up the adrenaline to an extreme. Slackers made fun not only of the ideals of the free-agent nation (particularly in the comic strip Dilbert) but also of the people who tried to dictate their lives: marketers. The rock band Nirvana came on the scene with its jab at youth branding Smells like Teen Spirit, and the hit film Waynes World proposed an ironic kind of one-upmanship over corporate marketing. Instead of buying what corporations sold, slackers reclaimed old stuff-TV programs, music, clothes that industry had given up on. Professionals may have had the power and money, but they couldnt force slackers to buy their wares. Instead, slackers could use their own creativity to make the refuse of popular culture valuable. And where did all this leave Mountain Dew? In the face of the new American ideology Mountain Dews redneck was reduced to irrelevance just like the hillbilly before him. So Mountain Dews wild-man ethos was reformulated once again, this time within the new world of the slacker. A TV ad called Done That, part of Mountain Dews Do the Dew campaign, was the companys breakthrough into this new mythic territory. The ad opens with a hair-raising shot of a guy jumping off a cliff and free-falling toward a narrow canyons river bottom. Accompanied by a thumping thrash-metal soundtrack, a stomach-tightening shot trails behind the jumpers feet as he falls away from the cliff. The music stops abruptly, and the camera zooms in on four young men, dressed like low-rent gym rats, standing in the Mojave Desert. The guys hang on one another in a kind of casual street camaraderie. In rapid succession, each mugs for the camera and comments on the skydiving the viewers have just seen: Done that Did that, Been there,Tried that The camera cuts back to live action, showing an athlete diving off a 20-foot waterfall on a boogie board and surfing the rapids. The four dudes return, still among Mojave cacti, and quickly announce their boredom with that high-risk activity as well. But the dudes dismissive statements paint only half the picture. Their cocky body language betrays no fear of the camera, as each leans toward it to make his feelings absolutely clear. The guys, parodying the jockeying of young bucks in business, play at being cocksure daredevils. The soundtrack resumes as abruptly as it had stopped, and we cut to a Mountain Dew dispensing machine in a jungle setting. Whoa! Never did it, Never guzzled it. Cans blast like cannon shells from the machines opening. Each dude snatches a can from midair and chugs it down under the desert sun. Sated, they say in rapid succession: Did it,Done it,Liked it,Loved it In the three sequels to Done That, the stunts become increasingly fantastic and absurd: waterskiing behind a helicopter past icebergs in the Arctic, rollerblading off the Sphinx in Egypt, wrestling a crocodile in the Amazon, taking a platform jump off Londons Big Ben clock tower. And the dudes become harder and harder to impress. After a skier shoots off a cliff and falls with no landing in sight, he somersaults and opens a parachute. The dudes appear in front of a sand dune to dismiss him: Blase, Pass^, Okay, Cliche. A rock climber rappels headfirst, a mountain biker leaps in front of a wall of flames, a surfer launches off a sand dune, a scuba diver feeds a voracious shark by hand, and a snowboarder tumbles head over heels down a steep slope, but the dudes posturing grows only more indifferent: Obvious, Frivolous, Tedious, Whatawuss! Wi th the Do the Dew campaign. Mountain Dew reinvented the wild man as a slacker. In these spoofs of extreme sports, all presented as do-it-yourself quests, the brand asserted that the real men of Americas free-agent frontier werent the most buff or competitive athletes but the creative guys who pursued their stunts as whimsical art. Slackers didnt just face down dangerous situations that came their way. They sought out insane life-threatening risks. The Dew guys upped the ante on masculine risk taking to absurd levels, which, in the end, made fun of the idea that manhood has anything to do with such feats. The people with real power, in Mountain Dews worldview, were people with extreme-and very particular tastes. Slackers had no power as workers, but they could assert their will in the corporate world by asserting their opinions. Companies and their managers would have to take notice. How to Build an Icon Today Mountain Dew is a $5 billion brand, surpassed in size only by Coke and Pepsi. During the past two decades, its sales have risen faster than those of any other carbonated soft drink. Key to this phenomenal growth has been the ability of managers at PepsiCo and its ad agency BBDO to reinvent the Mountain Dew myth each time American ideology ruptures and is remade. But Mountain Dews experience is not unique: The same principles apply to the other iconic brands Ive studied. In brief, a brand becomes an icon when it is able to do the following five things. Icons dont target consumer segments or psychographic types. They go after veins of intense anxieties and desires running through society, the psychological consequence of the national ideology. While market fragmentation is the rule in many sectors of the economy, icons necessarily speak to a mass audience. Unlike conventional branding, icons dont mimic pop culture; they lead it. They create charismatic visions of the world to make sense of confusing societal changes in much the same way as have Marilyn and Elvis, JFK and Martin Luther King, Ronald Reagan and Rambo, Steve Jobs and Bart Simpson. Icons earn extraordinary market power because they deliver myths that repair the culture when its particularly in need of mending. They put existing cultural materials to new purposes in order to provoke audiences to think differently about themselves. Mountain Dew was a breakthrough success in the 1990s because, in the midst of a labour market shake-up, the brand provided a symbolic solution to young men who werent stars of the new free-agent nation. Icons dont seek to mirror the thoughts and emotions of their customers. They speak as rebels. To assemble a credible populist challenge to the national ideology, iconic brands draw on people who actually live according to alternative ideals. And icons dont simply borrow the trappings of rebel lifestyles, mimicking their clothing or language. Rather, they understand the rebels point of view so well that they can speak with the rebels voice. Mountain Dew didnt simply offer up extreme sports or retro clothing. Instead, by creatively mixing and matching slacker elements, the campaign evoked the slacker Zeitgeist. Unlike conventional brands, icons dont behave as if they have a certain DNA, an essential truth that must be maintained. Icons must be reincarnated when ideology ruptures because the value of their myth is erased. What remains intact as an artefact of the original brand, however, is its political authority. When an icons myth loses value, its constituency still looks to the brand to shed light on the kinds of contradictions it has addressed in the past. Because the brand has been a trustworthy and committed advocate, consumers believe that it will speak for them again. Mountain Dews Do the Dew campaign, for instance, appears to be worlds apart from the hillbilly and watering-hole ads. Yet the brands remake was welcomed because it drew on a deep reservoir of political authority. Mountain Dew was, once again, championing the id over the ego for young men who felt excluded from manhood as defined by the nations ideology. Icons own an imaginative politics that can be reclaimed virtually at will, even if the brand has fumbled or abandoned this commitment for years. Cultural knowledge is critical for building icons yet is sorely lacking in most managers arsenals. The Do the Dew campaign worked because its creators understood the angst of low-wage earners looking up at the new heroes of the marketplace, a tension that was invisible to managers who understood Generation X simply as a psychographic jumble of attitudes and emotions. And the campaign worked because its creators were so immersed in the slacker subculture that they could use it to express the slacker ethos in a new way rather than just parade slacker gear in their ads, as many other brands did at the time. Getting Close to Culture When the nati

Solicitar estatus de refugiado para Estados Unidos

Solicitar estatus de refugiado para Estados Unidos Las personas perseguidas o que teman sufrir represalias pueden solicitar asilo en Estados Unidos o que se les otorgue el estatus de refugiado. La gran diferencia es que el asilo se pide estando ya fà ­sicamente en EEUU o en un puerto de entrada y la condicià ³n de refugiado se solicita en el extranjero. Condiciones para que la condicià ³n de refugiado sea reconocida por Estados Unidos Deben cumplirse las siguientes premisas: 1. Vivir en un paà ­s distinto del propio o al de residencia habitual. Hay excepciones previstas legalmente, como el caso de los cubanos. 2. La persona que solicita que se le conceda el estatus de refugiado no puede tener và ­nculos fuertes en el paà ­s en el que se encuentra actualmente. Por ejemplo, si su cà ³nyuge es de ese paà ­s o tiene un trabajo estable se considera que tiene lazos fuertes. 3. No puede regresar a su paà ­s porque tiene un miedo fundado de que si lo hace sufrir represalias o ser perseguido por razà ³n de su raza, religià ³n, pertenencia a un determinado grupo social o à ©tnico o por su opinià ³n polà ­tica. 4. Y, finalmente, que conceder la condicià ³n de refugiado a una persona en particular se encuentre dentro de las prioridades del gobierno de los Estados Unidos de Amà ©rica, que es el à ºnico con potestad para decidir quà © es prioridad para el paà ­s. Procedimiento para solicitar el estatus de refugiado Dependiendo del caso, se contacta con una oficina consular o, en la mayorà ­a de los casos, se viene referido por una organizacià ³n, como por ejemplo, el Alto Comisionado de Naciones Unidas para los Refugiados (UNHCR, por sus siglas en inglà ©s). Hay que tener en cuenta que en la inmensa mayorà ­a de las oficinas consulares de Estados Unidos no se tramitan las peticiones de refugiados. Sà ³lo en un nà ºmero reducido de las mismas.   Ser precisamente ante un oficial de Inmigracià ³n del USCIS asignado a una oficina consular ante el que hay que probar que se tiene un caso para ser considerado refugiado. Adems, hay que contar con la promesa de un patrocinador en los Estados Unidos que, en el caso de que sea concedida la peticià ³n de refugiado, sirva de apoyo para su recolocacià ³n en Estados Unidos. Si finalmente el USCIS otorga el estatus de refugiado, la persona recibir una visa para entrar y vivir en EEUU. A tener en cuenta En el proceso para conseguir el estatus de refugiado es necesario entrevistarse en persona con el oficial del USCIS a cargo del caso. Si la persona que alega ser refugiado se encuentra en otro paà ­s, el gobierno de Estados Unidos no corre con los gastos de su desplazamiento hasta el paà ­s donde se encuentra la oficina consular que debe tramitar el caso. Tampoco puede ayudar a conseguir visados para llegar a ese paà ­s, si fuesen necesarios. Tips Casa caso es un mundo. Por lo que es muy arriesgado juzgar si una persona puede ganar o no el estatus de refugiado. En todo caso es fundamental tener de verdad miedo de ser perseguido o sufrir represalias. Asimismo, se tiene que tener la capacidad de probar y explicar adecuadamente las razones de ese miedo. Y, finalmente, no hay que olvidar que Estados Unidos tiene sus propias prioridades. No todas las peticiones son iguales y es materialmente imposible conceder el estatus de refugiado a todas las personas que lo solicitan. En todo   caso, la solicitud de condicià ³n de refugiado para los nacionales de 7 paà ­ses de mayorà ­a musulmana se ha visto muy alterada por la  presidencia de Donald Trump, si bien las cortes se han pronunciado en contra de la prohibicià ³n que se impuso por orden ejecutiva a los refugiados de dichos paà ­ses.. Diferencia entre el asilo y el estatus de refugiado Segà ºn la ley americana, el asilo sà ³lo se puede solicitar cuando las  personas se encuentran ya fà ­sicamente en Estados Unidos o que lo solicitan en un aeropuerto o puerto de entrada a Estados Unidos y demuestran miedo creà ­ble. En cada uno de estos casos el procedimiento es distinto y no aplican las mismas reglas a las personas que ya se encuentran dentro del paà ­s y a las que solicitan el asilo nada ms llegar a la frontera. Adems, hay que recordar que se ha puesto fin  a la polà ­tica de de pies secos, pies mojados  para cubanos y tambià ©n las  visas CMPP  para personal sanitario de la misma nacionalidad en misiones en el exterior. Los cubanos pueden seguir el mismo procedimiento de peticià ³n de asilo que el resto de las nacionalidades. Si bien sigue en vigor la Ley de Ajuste Cubano. Segà ºn esa norma, los cubanos podrn solicitar la tarjeta de residencia al pasar 1 aà ±o y 1 dà ­a de presencia fà ­sica en Estados Unidos, pero la condicià ³n es que el ingreso haya sido legal. Finalmente, para entender el asilo y la condicià ³n de refugiado resulta conveniente tomar este test de respuestas mà ºltiples. Contiene las respuestas correctas y brindan ayuda para aclarar dudas e inquietudes. Este es un artà ­culo informativo. No es asesorà ­a legal.