The use of gender stereotypes in advertising Essay

The use of gender stereotypes in advertising - Essay Example This "The use of gender stereotypes in advertising" work outlines how gender stereotypes used in the ads influence our consumer behavior. Advertisement content largely includes simplified images of gender roles that do not take into account the complexity of contemporary lives, thereby providing marketers a shortcut to communicate for whom the merchandise is intended. Stereotypes, therefore, form the basis of what have been termed advertising’s â€Å"ideologies† (Lafky, et al., 1996). Early advertising content has focused on a narrow spectrum of woman’s roles including childrearing, housekeeping and objects that are dependent, emotional, submissive, selfless and lacking power and authority (Hellemont & Bulck, 2012). Other ads have focused on the â€Å"superwoman† image of females who are equally good in their professional careers as they are at housekeeping. Still others have highlighted the sexual image of woman as being an object of beauty, pointing to i dealized body images and sex appeal (Hellemont & Bulck, 2012). Men, on the other hand, have been associated with traits such as assertiveness and aggression (Hellemont & Bulck, 2012). The world of advertising has been labelled as providing monetary and sexual rewards to the projection of an appropriate manly appearance. Some writers go as far as claiming that virtually all advertisements are skewed towards men by either demonstrating to them the kind of status they can aspire to achieve or demonstrating to women what kind of men they should aspire to attract. However, this does not negate the practice of portraying women as beauty objects or sex symbols in most advertisements. The way in which gender is portrayed in advertisements depends largely on the literacy levels and social status of the audience being targeted. For instance, some ads show working women as independent, whereas others portray women in their traditional dependent roles. A product targeted towards the higher soci al class will be advertised using the

The Silence of the Lambs Movie Review Example | Topics and Well Written Essays - 500 words

The Silence of the Lambs - Movie Review Example She strikes deals with him, sometimes falling aprey to his words. She keeps coming across clues and tries solving the case with investigative procedures. Contribution: The gloomy images of the mental asylum, the personified darkness and imagery of the moth contributes a great deal to enrich the feel of the film and in creating a greater impact on the audiences. Contribution: The characterization of the film contributes greatly to the overall quality of the movie. The forensic psychiatrist turned cannibalistic killer, the serial killer, a young detective, the Senator, murders, etc. greatly accentuate the plot and the effect of the film. Explanation: This theme is carried on throughout the movie since all attempts are made by the FBI to investigate the series of murders committed by Buffalo Bill. In t he process, Starling takes the help of forensic psychiatrist turned cannibalistic killer, who is serving consecutive sentences at an asylum. Thus, this theme of Murder and Investigation, amidst some great psychological action runs throughout the film.

Fr Trd or Fir Trd Essay Example | Topics and Well Written Essays - 1000 words

Fr Trd or Fir Trd - Essay Example As the report declares CÐ FTÐ  spÐ µcifiÐ µs rulÐ µs for lÐ µngthy tÐ °riff phÐ °sÐ µ-out schÐ µdulÐ µs Ð °s wÐ µll Ð °s trÐ °nsitionÐ °l sÐ °fÐ µguÐ °rds Ð °nd tÐ °riff rÐ °tÐ µ quotÐ °s (TRQs) for sÐ µnsitivÐ µ goods. Ð lthough mÐ °ny goods would Ð °ttÐ °in immÐ µdiÐ °tÐ µ duty-frÐ µÃ µ trÐ µÃ °tmÐ µnt, othÐ µrs would hÐ °vÐ µ tÐ °riffs phÐ °sÐ µd out incrÐ µmÐ µntÐ °lly so thÐ °t duty-frÐ µÃ µ trÐ µÃ °tmÐ µnt is rÐ µÃ °chÐ µd in 5, 10, 15, or 20 yÐ µÃ °rs from thÐ µ timÐ µ thÐ µ Ð °grÐ µÃ µmÐ µnt tÐ °kÐ µs Ð µffÐ µct. Duty-frÐ µÃ µ trÐ µÃ °tmÐ µnt would bÐ µ dÐ µlÐ °yÐ µd for thÐ µ morÐ µ sÐ µnsitivÐ µ products, Ð °nd in somÐ µ cÐ °sÐ µs, thÐ µ tÐ °riff rÐ µductions would not bÐ µgin until 7 or 12 yÐ µÃ °rs into thÐ µ Ð °grÐ µÃ µmÐ µnt. This paper stresses that CÐ FTÐ  is controvÐ µrsiÐ °l Ð °nd fÐ °cÐ µs politicÐ °l uncÐ µrtÐ °inty. SupportÐ µrs hopÐ µ thÐ °t CÐ FTÐ  cÐ °n bÐ µ pÐ °rt of Ð ° policy foundÐ °tion supportivÐ µ of both improvÐ µd intrÐ °rÐ µgionÐ °l trÐ °dÐ µ Ð °nd long-tÐ µrm sociÐ °l, politicÐ °l, Ð °nd Ð µconomic dÐ µvÐ µlopmÐ µnt. ConcÐ µrns rÐ µmÐ °in, howÐ µvÐ µr, ovÐ µr thÐ µ nÐ µgÐ °tivÐ µ Ð µffÐ µcts on cÐ µrtÐ °in sÐ µctors Ð °nd Ð µmployÐ µÃ µs of thÐ µ U.S. Ð µconomy, Ð °nd thÐ °t Ð ° bÐ °lÐ °ncÐ µd outcomÐ µ mÐ °y bÐ µ difficult to Ð °chiÐ µvÐ µ if thÐ µ FTÐ  fÐ °ils to Ð °ccommodÐ °tÐ µ sufficiÐ µntly thÐ µ Ð °djustmÐ µnt costs Ð °lso fÐ °cing cÐ µrtÐ °in CÐ µntrÐ °l Ð mÐ µricÐ °n workÐ µrs, smÐ °ll fÐ °rmÐ µrs, Ð °nd othÐ µr groups. ThÐ µ history somÐ µ CÐ FTÐ  countriÐ µs hÐ °vÐ µ of poor lÐ °bor rights Ð µnforcÐ µmÐ µnt rÐ °isÐ µs quÐ µstions ovÐ µr whÐ µthÐ µr thÐ µ lÐ °bor provisions will Ð °dÐ µquÐ °tÐ µly promotÐ µ sociÐ °l dÐ µvÐ µlopmÐ µnt. For Ð °ll CÐ FTÐ  countriÐ µs, thÐ µ constÐ °ntly incrÐ µÃ °sing US forÐ µign dirÐ µct invÐ µstmÐ µnt Ð °nd Ð °ccÐ µss to US tÐ µchnology combinÐ µd with thÐ µ incrÐ µÃ °sÐ µd duty frÐ µÃ µ Ð °ccÐ µss to thÐ µ US mÐ °rkÐ µt rÐ µprÐ µsÐ µnt significÐ °nt bÐ µnÐ µfits.

Subjective Well-being Concept: Strengths and Weaknesses

Subjective Well-being Concept: Strengths and Weaknesses Subjective wellbeing: A critical discussion of its strengths and weaknesses Subjective Wellbeing is a new science and has to do with how people see their lives in terms of personal satisfaction (Diener, Suh, and Oishi, 2005, pg. 1). It can be affected by moods, illness, positive and negative emotions, economic status, and many other factors. The concept of Subjective Wellbeing has been around for a long time; however it has only been in recent years that researchers have studied and tested it. All those involved admit that it is not the final word and more research needs to be conducted (Frank, 2005, pgs. 69-79). Subjective Wellbeing has strengths, but there are also limitations. Subjective Wellbeing studies are important and valuable in that they provide us with a deeper understanding of human nature and they give us information that will assist us in improving the quality of life for others. Much progress has been made in researching the area of subjective wellbeing, but most of the current literature in this field indicates there are limitations. One of the strengths of Subjective Wellbeing is its usefulness in improving the quality of life. Emmons and McCullough (2003) conducted a study on the effects of gratitude on wellbeing. Participants were randomly assigned conditions. They were asked to meditate once a week or once a day for 2-3 weeks on what in their life they can be grateful for. They claim the results of this study were significant in their positive impact on wellbeing. They had to admit that they did not know how long the results would last (pg. 386). Subjective Wellbeing studies are usually administered as questionnaires and can give us a good indication as to quality of life for individuals providing the term â€Å"wellbeing† is clearly defined (Muldoon, Barger, Flory, and Manuck, 2003, pp. 542-545). Any abstract study of this nature must have clear definitions of key terms such as â€Å"wellbeing†, yet not necessarily a highly defined term as most people instinctively know what makes their lives better or happy. On the other hand, there are some scientists that are critical of the notion that most people know instinctively what gives them a sense of wellbeing. These critics claim that wellbeing can mean different things to different people. There are critics who do not believe that people necessarily have the ability to make an accurate assessment of their own wellbeing. The argument has been presented that people can become quite adaptable to less than favorable circumstances and conditions and will answer the qu estionnaire in a manner that is not completely honest. They may have become used to lowered living conditions and therefore would regard themselves inaccurately as having greater satisfaction than what they would normally report. Critics of this subjective study also have a problem with the lack of objective reference points. They believe it makes it difficult to compare people’s assessments of their own wellbeing (Van Bruggen, 2001, pg. 10-12). When reviewing the answers to the questionnaires it would appear that there is a common thread in the way people respond to them. This allows us to believe many of the same things give people a sense of wellbeing, yet when the answers are examined more closely idiosyncrasies are revealed. When investigated in depth it appears there are differences in what determines wellbeing for each individual. It would be important to ask the right questions. This would require an understanding of what constitutes wellbeing. The question arises as to what human goals or needs are the building blocks for Subjective Wellbeing. If we want to understand what makes for wellbeing we must determine universal goals and needs. These goals and needs are supposed to represent the components of Subjective Wellbeing. If these goals and needs are fulfilled, then it is believed that the individual will score high on subjective wellbeing. If this is true then those needs and goals must be identified. It is not on ly the achievement of those goals and needs that contributes to wellbeing, but also the way they are achieved. Within the context of goals and needs are many questions, such as if there is greater satisfaction through them being met through personal achievement or luck (Van Bruggen, 2001, pg. 10-12). One question researchers have regarding these Subjective Wellbeing studies is if a person’s sense of wellbeing is consistent and stable. Critics of Subjective Wellbeing question the study participants’ truthfulness and reliability. It has been determined that the respondents’ mood when taking the questionnaire can bring about an inaccurate outcome (Muldoon, Barger, Flory, and Manuck, 2003, pgs. 542-545). In a study conducted to determine the affect of mood on Subjective Wellbeing, Robinson (2000) states: Although laboratory studies can highlight the effects of mood  on processing and judgment, they cannot tell us about how  people evaluate their daily lives. By measuring naturally occurring  life events, mood states, and cognitive WB, the present investigation  sought to fill this gap. In particular, the primary purpose  of these studies was to understand the relation between daily  experiences and cognitive WB. The results of cross-sectional  and longitudinal designs reveal that the relation between life  events and cognitive WB is entirely mediated by mood states. Mood states appear to serve both reactive and prospective  functions, and are therefore the key to cognitive WB change (page 10). Another factor to be considered in Subjective Wellbeing studies is that of personality traits. Certain personality traits can influence the outcome of the questionnaire skewing the results. Chan, Ungvari, Shek, and Leung (2003) conducted a study to determine the quality of life of Chinese patients with schizophrenia. Their study was longitudinally based and they report this was the strength of their research. They claim this longitudinal design provided for greater accuracy because it regulated â€Å"influence of personal characteristics on dependent variables† (page 3). One of the limitations of their study is that the sample size was too small and they lacked a matched control group (page 3). In considering personality traits affecting the outcome of Subjective Wellbeing studies the question of IQ has been explored. Researchers led by Professor Ian Deary at the Edinburgh University in Scotland conducted a study where they recruited 500 volunteers who agreed to have their IQ’s tested. The participants had their IQ’s tested at the age of 11 years old and then at the age of 80 years old. The results of this test were that there was no correlation between their IQ’s and overall life satisfaction. What the researchers did find was that health played a factor in life satisfaction but not the intelligence level of the individual. Oftentimes a higher IQ causes the individual to place more demands and higher expectations on themselves. This can set the individual up for disappointment and therefore lower Subjective Wellbeing scores (Deary, et. al. 2005, pgs. 141-142.) An interesting model was created that did not address life satisfaction directly but nevertheless had an impact on Subjective Wellbeing. This model was developed to determine emotional-social intelligence (ESI) and was called the Bar-On model. This model measured behavior and performance and it proved to be consistent over time and highly accurate across cultures. Although the Bar-On model was not used specifically for measuring Subjective Wellbeing its results were very important and gave scientists information that can be applied in this area. What this model revealed were the areas in an individual that could use improvement in order to enhance overall life satisfaction. This model’s strength is its usefulness in many different areas and that it is highly teachable. It could be very useful in schools, for example. As with other models, longitudinal studies are required to obtain greater understanding and also acquire more accurate outcomes (Bar-On, R, 2005, pg. 20). Frank (2005) states the methods used to measure Subjective Wellbeing oftentimes do a fairly good job of monitoring the experiences we have that we are consciously aware of but there are limitations. One of the limitations is that there may be other things that are more important to us than those experiences we are cognitively aware of. He gives the following example: Suppose we lived in parallel universes and in one of those universes you earned $100,000 a year and in the other one you earned $200,000 a year. Suppose the individual would feel equally happy in either universe. Then consider that the people who lived in the wealthier universe would be inclined to spend more money on keeping a cleaner environment resulting in a longer and happier life for everyone. Frank states it is obvious that people would be better off living in the richer universe. His point is that there may be other things that are more important to us that we are not consciously aware of at this time; therefore the results of Subjective Wellbeing measures may not be accurate (pgs. 69-79). As we can see there are limitations to Subjective Wellbeing as a measure for life satisfaction, yet it has enough strength that it is still an important and useful emerging science. References Bar-On, R. (2005). The Bar-On model of emotional-social intelligence (ESI).  Issues in Emotional Intelligence, (1)4, pp. 1-28. In P. Fernà ¡ndez-Berrocal and  N. Extremera (Guest Editors), Special Issue on Emotional Intelligence.  Psicothema, 17. Chan, G.W.L.; Ungvari G.S.;, Shek, D.T.L.; Leung, J.P. (2003).  Impact of deinstitutionalisation on the quality of life of Chinese patients with  schizophrenia: A longitudinal pilot study. Hong Kong J Psychiatry, 13(4), pp. 2-5. Deary, A.; Gow, A.; Whiteman, M.; Pattie, M.; Whalley, L.; and Starr, J. (Jul 2005).  Lifetime intellectual function and satisfaction with life in old age:  longitudinal cohort study. BMJ. 331, pp. 141–142. Diener, E.; Suh, E.; and Oishi, S. Recent Findings on Subjective Well-Being (2005,  pg. 1). Retrieved August 1, 2005 from  http://www.psych.uiuc.edu/~ediener/hottopic/paper1.html Emmons, R.A. and McCullough, M.E. (2003). Counting blessings versus burdens:  An experimental investigation of gratitude and subjective wellbeing in daily life.  Journal of Personality and Social Psychology, Vol. 84, No. 2, pp. 377-389. Frank, R.H. (Spring, 2004). How not to buy happiness. Daedalus. Vol. 133, Issue 2,  pp. 69-79. Muldoon, M.F.; Barger, S.D.; Flory, J.D.; Manuck, S.B. (14 Feb. 1998). What are  quality of life measurements measuring? BMJ, 316, pp. 542-545. Robinson, M.D. (2000). The reactive and prospective functions of mood:  Its role in linking daily experiences and cognitive well-being. Cognition and Emotion,  14(2), pp. 145-176. Van Bruggen, A.C. (2001). Individual production of social well-being: an  exploratory study. pp. 1-16. Retrieved August 1, 2005 from  http://dissertations.ub.rug.nl

Karl Poppers Falsifiability Essay -- Scientific Method Science

Karl Popper's Falsifiability Sir Karl Popper's lecture was very thought provoking concerning "where to draw the line." Unlike most people, the validity of the theory was not his concern as much as how that validity is determined. This is an issue that really does not get the attention that it deserves. Popper's claims concerning, "When should a theory be ranked as scientific?" and "Is there a criterion for the scientific character or status of a theory?" seems to be put together in the following summary. At first Popper seems to just be criticizing the integrity of some sciences and/or scientists who nebulously back their vague and general theories with references to observations that may be inconclusive or scanty which they presumably call "scientific method." He cites Freud and Adler's psychological theories, as well as the socio-economic or historical theory or Karl Marx as theories in which "Whatever happens always confirms it." The overarching or oversimplification of these theories which seem to many to be a strength, for Popper was actually a weakness. With theories such as these anything could be interpreted into them (or the theory could be interpreted into the evidece). Thus, Popper came to the conclusion that unless a theory can be proven wrong, it cannot be labeled as scientific. He also claimed that risky predictions should be made and be testable. Also, confirming evidence should not count unless it is an attempt to falsify the theory. Now, Popper's concern the problem of the "logic of science" or the "logical problem of induction." Popper sees induction as having the same basic problem as the overgeneralization principle of the psychological, historic theories, ect. He regards no actual rule of induction ... ...et who is to determine the evidence and theory to determine whether it is ad hoc? More importantly, when interpreting this, no matter who does it, how will you get past induction when interpreting the theory and/or evidence? I seem to hop off the boat when Popper completely throws out induction. Induction may be used loosely, but Popper even quotes Born in saying "valid induction" putting it in the realm of logic (p. 25). I could understand being skeptical of personal inferences, but valid induction seems crucial. This happens to bring up another point. It is the "conjectures: to jump to conclusions--often after one single observation" that he cites as the way science is done (p. 25). Is this not diametrical opposed to his main point that we must be more stringent and not allow people with personal conjectures (like Freud or Marx) to call what they did science? Karl Popper's Falsifiability Essay -- Scientific Method Science Karl Popper's Falsifiability Sir Karl Popper's lecture was very thought provoking concerning "where to draw the line." Unlike most people, the validity of the theory was not his concern as much as how that validity is determined. This is an issue that really does not get the attention that it deserves. Popper's claims concerning, "When should a theory be ranked as scientific?" and "Is there a criterion for the scientific character or status of a theory?" seems to be put together in the following summary. At first Popper seems to just be criticizing the integrity of some sciences and/or scientists who nebulously back their vague and general theories with references to observations that may be inconclusive or scanty which they presumably call "scientific method." He cites Freud and Adler's psychological theories, as well as the socio-economic or historical theory or Karl Marx as theories in which "Whatever happens always confirms it." The overarching or oversimplification of these theories which seem to many to be a strength, for Popper was actually a weakness. With theories such as these anything could be interpreted into them (or the theory could be interpreted into the evidece). Thus, Popper came to the conclusion that unless a theory can be proven wrong, it cannot be labeled as scientific. He also claimed that risky predictions should be made and be testable. Also, confirming evidence should not count unless it is an attempt to falsify the theory. Now, Popper's concern the problem of the "logic of science" or the "logical problem of induction." Popper sees induction as having the same basic problem as the overgeneralization principle of the psychological, historic theories, ect. He regards no actual rule of induction ... ...et who is to determine the evidence and theory to determine whether it is ad hoc? More importantly, when interpreting this, no matter who does it, how will you get past induction when interpreting the theory and/or evidence? I seem to hop off the boat when Popper completely throws out induction. Induction may be used loosely, but Popper even quotes Born in saying "valid induction" putting it in the realm of logic (p. 25). I could understand being skeptical of personal inferences, but valid induction seems crucial. This happens to bring up another point. It is the "conjectures: to jump to conclusions--often after one single observation" that he cites as the way science is done (p. 25). Is this not diametrical opposed to his main point that we must be more stringent and not allow people with personal conjectures (like Freud or Marx) to call what they did science?

Marks and Spencer Advertising Strategy Essay

Marks and Spencer is an international multi-channel retailer that has been running for 129 years. It now operates in â€Å"over 50 territories worldwide† and employs â€Å"almost 82,000 people†, (Marks and Spencer plc, 2013). It’s dependence on its origin country; the UK is progressively being reduced due to its international focus. M&S’ UK turnover consists of 54% food and 46% general merchandise, including home ware, clothing, lingerie etc. It is currently growing its e-commerce and has expanded to the finance business with its M&S Bank branch. Clothing has been lately an aspect of concern for the company, as sales of clothing have â€Å"slipped back for the ninth consecutive quarter†, (The Guardian, 2013). This has created a 9. 1% fall in half-year profit. For this reason, according to M&S Chief Executive, they are currently working on having â€Å"more innovation and choice than ever before†, (Bolland, 2013). However, according to retail analyst for the BBC, â€Å"The company is too risk averse and is unwilling to break the mould of its traditional ways of doing business†, (Conlumino, 2013). The affordable fashion market in the UK has been described as â€Å"challenging† by Chief Executive Bolland. The fashion industry requires radical and innovative measures for success, which M&S has not dared to implement until now. Marks and Spencer’s fashion competition is becoming increasingly tough and aggressive. Retailer Next overtook M&S â€Å"as the UK’s biggest fashion retailer, in July 2012†, (Nairn, 2012). Primark, its older rival has â€Å"an expected 5 billion pounds in clothing sales in 2014†, (The Guardian, 2013) this is a very close figure to M&S, with the potential possibility of performing above it. CAMPAIGN STRATEGY Marks and Spencer decided to adopt a fairytale theme for its Christmas 2013 campaign, focusing on its men and women ware collections as well a their lingerie collection playing a strong role. The adverts’ message claims to â€Å"Believe in Magic and Sparkle† and is based on a collection of fairytale stories including Alice in Wonderland, Red Riding Hood and The Wizard of Oz. It encourages the audience to believe in the true Christmas spirits while taking them through a range of mind-blowing and fantasy settings that communicate the wide range of festive products available in the store. The advertising campaign was developed by the advertising agency RKCR/Y&R and also includes its Christmas party food range on the table set during the ‘Tea Party’. The company has tried to emphasize its quality by bringing to the advert loved fairy tales in a glamorous offset. Christmas is a key selling season for M&S and thus their Executive Director of Marketing & Business Director claimed how they wanted to â€Å"recapture the magical essence of Christmas that customers tell is synonymous with M&S†, (Bousquet-Chavanne, 2013). In terms of the media channels, Marks and Spencer â€Å"is shifting its marketing approach to digital first†, (Vizard, 2013). This means that its strategy is launching campaigns online (through Youtube and its Website) before the use of Above The Line advertising (appearing in TW or print), this is a way to engage better with its consumers. The campaign was first launched on the 4th November online and two days after the TV debut took place. The whole campaign had a very strong focus on engaging their target audience through social media, allowing shoppers to vote via Twitter and Facebook on a name for the highland terrier which features in its campaign. The main purpose of the campaign is to create awareness to their target audience and recover primarily in terms of clothing sales (increase them). Further objectives of the campaign are to attract its target market for a bigger range of their products. By integrating food and general merchandise such as clothes and home ware in the advert, M&S aims to take advantage of cross-fertilising across food and clothing, as opposed to other retailers. Finally, the objective of moving to digital marketing is to become multichannel and prove its ecommerce savvy, as according to head of digital store development, â€Å"A â€Å"frightening number† of M&S customers still do not consider it as a multichannel retailer when they are shopping online†, (Zuurbier, 2013). In terms of its target audiences, Marks & Spencer has always aimed to target different age groups, using its advertisements to expand the generations. By using well-known celebrities such as Rosie Huntington-Whiteley, David Gandy and Helena Bonham-Carter, it attracts customers from different segments, thus the main character Rosie can appeal to every woman, being neither too common nor too unattainable. However, although reaching out to an adult market segment with its range of winter clothes and festive feasts, M&S has widely aimed to target a younger market, thus engaging them in a wide Social Media campaign and well-known models. In terms of its reach, the M&S advert was broadcasted to a mass audience by using ABT advertising and OL advertising. It is currently â€Å"wining the Christmas TV battle in terms of social, with 58. 8 million mentions on Twitter and 160,000 interactions on Facebook†, (Kindred, 2013). The campaign also created a #magicandsparkle hashtag, which allowed the brand to measure further the impact on social networks, with it being mentioned over 3,500 times. The advert is available internationally with 948. 533 views in Youtube and British TV cannels. The advert was first launched on TV 6th of November and is showing at a daily basis currently and until the end of the Christmas holidays (2 months approx). The use of social media has been a key element in this last Marks & Spencer’s campaign for two main reasons. First of all, M&S are trying its best to understad consumers’ tastes and what they really want. Social media allows the company to ‘listen’ to what customers are saying in real time, thus having direct feedback and evaluation of their efforts immediately. Secondly, one of their main current objectives is to expand its online market share, thus they want to be perceived as a ‘multichannel’ retailer for online shopping. According to the head of digital store development, â€Å"A frightening number† of regular customers do not consider it as a main online shopping point, and social media through the campaigns enables a connection between the consumers and M&S online platforms and therefore a direct link to purchase. The media channels have played a crucial role in transmiting their campaign to the desired public. The shift on its marketing approach, by launching campaigns online and on social media before print and TV enabled a closer relationship with the online consumers and a way of creating an experience and a feeling with the campaign. The use of mass media by broadcasting the advert through british TV channels reaches most families that could potentially buy at the physical stores, whereas the online platforms reach audiences that could potentially make purchases at the E-store. The main aim of the campaign was to attract customers of all demographic groups and promote the new products that the company is offering. M&S image is in search of improved quality and consistency, and they wanted to transmit this to their audience. However, the key issue in this campaign is whether it really communicated a clear ‘message’ and whether it is appeals to the correct target market. M&S, being a multi-department store with different product and option offerings, should thoroughly consider how the different product rages and collectoos are segmented. Usually, M&S was using its ads to span the generations, always including different groups. However, by trying to appear as a ‘improved quality’ brand and creating an advertising campaign featuring actual and trendy celebrities, there is a high risk of detering its core group of older and more simple shoppers. In terms of attracting the younger audience, there is a high risk involved because this segment is yet not convinced about M&S products being for them, so the efforts to attract this dangerous and risky segment might loose focus on their main and loyal customers. A controversial question on this topic is whether the use of celebrities such as the model Rosie Huntington-Whiteley and David Gandy are associated with the image and main values of the brand. M&S is usually chosen by consumers who regard the brand as trustworthy, caring, straightforward and wise, being their old heritage a plus for consumer loyalty. Although the celebrity endorsement can create a high amount of awareness and the models can appear as desirable, the brand is unnecessarily being elevated more than necessary, and going a complete different way to its all-time values. It is therefore questionable whether the ‘all things to all ages’ appeal is reflected in the advert. The AIDA model can be used to evaluate the four main points of an advertising campaign, regarding Awareness, Interest, Desire and Action. The process is used by marketers to ensure that the desired result occurs from the campaign and M&S campaign follows all of the steps: Attention: By presenting the beautifully-made video with well-known celebrities it is catching the audience’s attention. The use of its fairytails theme can help purchases identidy the problem of needing the products offered by the firm to complete its christmas holidays. Interest: Once M&S had the prospects’ attention, the way to maintain the interest in the campaign was to keep the audiences engaged by creating social media activity and repeating the story in different media channels. Desire: In the desire stage, the range of products showed in the advert are exposed on a way that are tempting and desired by the customers, so that they want to purchase de product. Action: The final step was to persuade the prospects to take immediate action. By using online platforms, creating a direct link to purchase and by limiting the range of products to the christmas season, M&S is creating sense of urgency by encouraging action within a specific time frame. This call to action is essential for the advert to influence the growth in sales. Marks and Spencer has been suffering from decreasing sales throughout the last years, and instead of focusing on targeting a unclear market segment, it should promote its heritage and history, which is why it is stil considered to be number one multi-department store in the UK. The advertising campaign is beautifully made and has exquisite production values and gorgeous sets but it does not appeal to the right audience. There is an unclear linkage between the advertising and the heart of the brand as experienced by the stores. The celebrities do not represent what the clients are neither what they want to be, as they are unreachable and extravagant. The magical essence of the advert and the ‘high glamour’ that it wants to communicate has nothing to do with the brand. M&S should focus on one emotional point that can reach its most loyal clients, whereas this advert looses focus by trying to appear and image that is nothing to do with the brand. Even though M&S has captured a lot of attention, the call to action remains unclear, although impact on sales cannot be analysed until after Christmas.

Critical Thinking and Perception

Prepare a 700-1000 words essay on ‘Critical thinking and Perception. ’ Perception is Reality. Identify an instance in your life where your perception of the reality situation was different from actual reality. What did you think was going on? What was actually going on? Why was there such a difference? What did you learn and how has your thinking changed because of this? Critical Thinking Critical thinking is the purposeful and reflective judgment about what to believe or what to do in response to our observations, experience, verbal or written expressions, or arguements.It involves determining the meaning and significance of what is observed or expressed, concerning a given inference or argument, determining whether there is adequate justification to accept the conclusion as true. Fisher & Scriven define critical thinking as â€Å"Skilled, active, interpretation and evaluation of observations, communications, information, and argumentation. † Parker & Moore defin e it more naturally as† the careful, deliberate determination of whether one should accept, reject, or suspend judgment about a claim and the degree of confidence with which one accepts or rejects it. In simpler terms, Critical thinking is disciplined logical thinking governed by clear intellectual standards. Critical thinkers must always seek truth and reality. It employs not only logic but broad intellectual criteria such as clarity, credibility, accuracy, precision, relevance, depth, breadth, significance and fairness. While thinking critically we must give due consideration to the evidence, the context of judgment, the relevant criteria for making the judgment correctly, the applicable methods or techniques for forming the judgment, and the applicable theoretical constructs for understanding the problem and the question at hand.Critical Thinking and Perception Perception is an extremely common word used to define our own thinking and beliefs about certain situations and fa cts. The word â€Å"perception† comes from the Latin words perceptio, percipio, and means â€Å"receiving, collecting, action of taking possession, apprehension with the mind or senses. † It is the process of attaining awareness or understanding of sensory information. The classic question, â€Å"Is the glass half empty or half full? † serves to demonstrate the way an object can be perceived in different ways. People with different mindsets and different experiences in life will perceive it differently.Optimistic people and individuals with a positive outlook towards life will perceive it a glass half full. Whereas pessimistic people will view it as a glass half empty. Thus it can be maintained that Perception is unique to every individual and is simply one's interpretation of reality. When we view something with a preconceived concept about it, we tend to take those concepts and see them whether or not they are there. This problem of perception stems from the f act that humans are unable to understand new information, without the inherent base of their previous knowledge.Thus we always tend to perceive things based on their past experiences, previous knowledge, point of views and our socio cultural environment. Critical Thinking does not recognize perception as the correct reasoning technique and calls for evident, logical and accurate facts. It seeks to achieve and establish reality and truth as it is without any distortions. It also maintains that perceptions are not always coincidental with reality. Life Instance and ‘My Perception’ (What did I think was going on? ) Since childhood I had been quite an opinionated girl.Most of the times I strongly maintained my own point of view but I was never rigid. As all people I also had my own perceptions based on whatever I saw, read or heard about, experienced personally and experiences of people close to me. I grew up in a cozy and protected environment where I had very limited inte ractions with people from a socio cultural background different than mine. As a result I had my own pre-conceived notions about people from different religion especially about Muslims and their beliefs and lifestyle. As a child studying in a Convent school, I never had Muslim friends.The only interaction or limited exposure I had about Muslims been limited to bits of information passed on by my dad about his workers and the news channels. As a result of this I was wary of making friends. Somehow I had a weird theory in my mind where I perceived all Muslims to be an absolute different type of people with a very different lifestyle. I imagined Muslim men to be huge giantly men with strange beards dressed in white kurtas with keffiyah on their shoulders. I had also thought them to be mostly uneducated, orthodox and backward people.On my brief trips to old Delhi I had always seen Muslim women clad in burqas. I thought those women would feel restricted and oppressed all their lives since their contact with outside world is so limited. No body could see their beautiful clothes and accessories. I also thought of Islam as a rigid religion with strict rules forcing people to read Namaaz five times a day. In my ignorance, I perceived it to be an unfair social system for women as polygamy is acceptable. It is quite obvious that my perceptions were far from reality and were just those – narrow-minded perceptions.Rendezvous with ‘Reality’ (What was actually going on? ) My perception about the religion changed drastically changed with my growing up years and especially when I joined college. My graduation college (a leading fashion design college in Delhi) was truly cosmopolitan in nature. It was a melting pot of various cultures and lifestyles. It had students from all walks of life and varied socio cultural backgrounds. As a class all of us were supposed to interact with maximum number of people and work together as a team. There I met many new friends and made some for lifetime.One of them was Aslam- a lanky but a super stylish Muslim boy. He was an absolute contrast to my ill-conceived perceptions about Muslims. He did not wear ill fitted kurtas and had done his schooling from a leading school of Delhi. He belonged to a very educated family. I was surprised and I started changing my thinking. After some time when we became close friends I realized Islam is not a rigid religion and does not force people to read Namaaz five times a day. It is in fact the most misinterpreted religion, which only suggested that men could remarry to support helpless women in times of distress and war etc.I realized all the burqa-clad women I always saw in Old Delhi were not the only Islamic lifestyle. My friend’s mother is a businesswoman and his sisters lived their lives in a manner quite similar to mine. The biggest revelation was that he is a vegetarian by choice and very secular in nature. He also faced same late teenage issues as mine an d held similar political and social beliefs. In short his life was very similar to anyone else’s life of our age. The only difference lied in the gods we prayed to and the way we prayed. It was an eye opener as well as a heart-warming experience for me.And today he is one of my dearest friends whose friendship I will always cherish. His friendship has enriched me as a person in many ways. A Changed Me (What did I learn and how has my thinking changed because of this instance? ) My friendship with Aslam over a period of 4 years has changed me and made me a changed person today. I now realize my perceptions about Islam and Muslims were absolutely baseless and wrong. All my childhood years I was not thinking critically or correctly and I had fallen prey to unwarranted assumptions about Muslims, which were not based on any proofs or conclusive evidence.Based on my little and incorrect knowledge, I had mistakenly perceived and stereo typed a huge group of diverse people into an un educated, unaware and rigid community. I drew a wrong conclusion about a large group of people from an extremely small sample of very few Muslims I indirectly came across my brief Old Delhi trips and my father’s conversations. I learnt that one must not formulate their own theories and view point about people, situations and facts without confirming the logic behind it. Every individual is different and one must never stereotype a large group based on inaccurate information or perceptive theories.But since we are human beings and we are bound to perceive, it always helps to be a little flexible about our opinions and welcome rightful changes. The experience of getting to know someone from a completely different religion has changed my perspective towards people. Today I am not that narrow-minded girl anymore but a better individual with a broader thinking capacity and a deeper understanding of our Indian multi lingual religious and cultural social fabric. I am now open and me ntally well prepared to make friends from different backgrounds.This experience has also helped me to cope up with social life in MBA College where students belong to varied nationalities and milieu. As a matter of fact I now look forward to interact with new and different people and make as many friends as possible irrespective of their religion, nationality, ethnical backdrops etc. (*** PS : This is just to explain how I have changed as a person and not to hurt anyone’s religious sentiments. I am very glad I came across this experience as it has changed my wrong perceptions and opened my eyes to a new world full of new and good