Study of neuromarketing analysis

Study of neuromarketing analysis After having read a substantial amount of the current literature on the fascinating science of Neuromarketing, I find it hard to believe that it took so long for marketing and science to find together to create an academic field of its own right. The works of the human brain and psychology have always been a passion of mine; but my initial professional career took me deeply into the fields of marketing. In fact, I implemented marketing strategies for two of the most controversial industries today: the cigarette and the pharmaceutical industry. Although in both cases, we used the most advanced instruments of modern marketing, I was always curious if there would not be a way to market a product more scientifically than we did at that time and that was despite the fact that all companies I worked for were major global players in their respective field. So when I stumbled upon Neuromarketing in the scope of this Masters degree, I was immediately intrigued by it. Neuromarketing promises to give answers to some of the most important questions of marketing, namely why do we buy things, and what does it do to our brain? I would like to express my gratitude to Malaika Brengman who enabled to seize this unique opportunity to write this thesis. Furthermore, I would thank my mother Ayse Sayin, who kindly shared her extensive knowledge about scientific problems and supported me throughout the complete working process of this paper. Finally, I would like to thank my partner Max Obenaus, who deeply shared my interest in the subject, and whose relentless effort and stimulating discussions has enabled me to write this paper. Brussels, May 2011 TABLE OF CONTENTS INTRODUCTION Neuromarketing, bridging marketing and neuroscience, is a rapidly growing area of research, which introduces a scientific layer to the academic field, and hence creates some high expectations on the one hand, and a lot of critique on the other. The vast amount of data retrieved through neuroscientific analysis promises to provide a better understanding of consumer behaviour, and raises the hope that the marketing strategies of the future will be more efficient and better targeted to the consumer. In fact, the controversy around the mythical buy button shows that the scope and limitations of the scientific field of neuromarketing are not yet properly defined. The horror scenario of complete corporate control of consumer behaviour often stands in the way of a proper analysis of the risks and potentials of neuromarketing; at the same time it seems that a fundamental distinction has to be made between an academic and a corporate approach to neuromarketing. In both cases the willingness to advance the science of neuromarketing should be immense. For corporations, obviously, the prospect of exerting vast scientific control over consumer behaviour is most attractive. For the academic world, it will be a challenge on many different levels. First, it is about exploring the scientific limits of consumer analysis, taking into account the subconscious forces that are at play when a purchase is made. Secondly, and more importantly, the development of neuromarketing raises fundamental moral questions. Freedom of choice, free market and ethics need to be addressed, leading to the formulation of neuroethics. Following this, a legal framework for neuromarketing needs to be defined, which decides whether or not individual consumer rights need protection via a newly defined private sphere, or if we even trust enough the dynamics of the free market to sufficiently self-regulate these moral and legal grey areas. A literature review in this field will give an idea on the studies in this nascent science that is claiming worldwide recognition and possible areas for further research. 2. DEFINITIONS 2.1. Neuromarketing This interest in neurosciences has eventually caught the attention of both businesses and academia that are involved in a subset of economics, i.e. marketing. Being able to understand how the brain processes information and reacts to marketing stimuli, to eventually come up with purchasing decisions would provide a huge leap in marketing science as well as leading to huge profits through triggering the desired consumer responses. In other words, it would be the discovery of the well publicized buy button (Wells, 2003). As a result, marketing has also started to benefit from neurosciences. The resulting multidisciplinary science is termed as neuromarketing or consumer neuroscience. Neuromarketing is broadly defined as a sub-area of neuroeconomics that addresses marketing relevant problems with methods and insights from brain research (Fugate, 2007; Lee et al., 2007). Neurosciences could provide inputs to marketing in different areas such as providing a deeper insight of consumer behaviour and decision making processes, better understanding of advertising, a clearer make-up of branding, an analysis of the market and eventually politics which benefits from all of the above. The first use of fMRI as a marketing tool was reported by Gerry Zaltman of Harvard towards the end of the 1990s (Addison, 2005). However, the term Neuromarketing was only coined by Professor Ale Smidts in 2002, and it was not until 2004 that the first ever Neuromarketing conference was held at Baylor College of Medicine in Houston (Dawis,L. 2005). The tools and methods used for neuromarketing analysis are rapidly developing, enabling better visualization of the subconscious customer responses. Fugate indicates that the use of neuromarketing, if proven through use, has the capability of fundamentally changing how we design, promote, price, and package our products (Fugate, 2007) Consequently, neuromarketing is fast becoming mainstream, widening its applications within marketing. In fact, the increasing popularity of neuromarketing could be traced from Google, where the search for the specific word shows a phenomenal progression from just a few hits in 2002 to thousands in 2010 (Morin, 2011). 2.2. Neuroeconomics Traditional economics considers human beings as rational and unemotional beings that have stable, well-defined preferences that can make rational choices with those preferences (Camerer Thaler 1995, 209). However, the reality hardly matches this classic theory of economic modelling. The decision-making processes are highly influenced by numerous past experiences, emotions and subconscious processes, which alter significantly the expected behaviours. Kenning points out that These anomalies were not proven to have been included into the earlier theories of traditional economics which was based on rational behaviour. (Kenning Plassmann 2005, 343; Schmidt 2008, 8-9.) The developments in neurosciences in recent decades, enabling researchers to determine the physiological and neurological responses have led other disciplines to utilize the methodologies and findings in neurosciences to verify the assumptions in their own fields. Thus, the application of neurosciences to verify the assumptions of economics has led to neuroeconomics. Braeutigam defines neuroeconomics as a new and highly interdisciplinary field, drawing from theories and methodologies employed in both economics and neuroscience, aiming at understanding the neural systems supporting and affecting economically relevant behaviour (Braeutigam, 2005). Consequently, neuroeconomics uses brain research methods to understand and explain economic phenomena, as well as facilitating and promoting the integration of neurological findings into economic sciences. Sanfey points out that Although both economists and neurologists attempt to understand and predict human behaviour, they have used quite different methods in the past. Whereas economic research has tried to explain behaviour through observational data and theoretical constructs such as utility or preferences, neurology contemplates the physiological elements and somatic variables that influence behaviour. Neuroeconomics, which evolved from the combination of both disciplines, proposes an interdisciplinary approach and specifically examines the neural correlates of decision-making (Sanfey et al., 2006). 2.3 The Conscious vs. the Subconscious The importance of neuromarketing lies in the dual nature of perception processes, i.e., conscious and subconscious. We know why we take certain purchasing decisions but not the others. In fact the majority of our actions fall under the latter category. Hausel (2007) and Szymkowiak (2011) indicate two different types of brain activity which could lead to this. The conscious mind can process 40 bits per second, whereas the subconscious mechanism is much faster, processing up to billions of bits per second. Furthermore it is always at work. As a result, everything that cannot be processed by the conscious falls into the realm of the unconscious, which functions as an autopilot that takes over when the conscious cannot process any more. In fact, consciousness is closely connected to focusing attention. In that sense, what we perceive attentively for example when we listen forms the conscious perception, whereas the background noise of all types are recorded in the subconscious. A similar situation is valid for visual perception. Usually the peripheral vision constitutes the realm of the subconscious while the conscious records what we look at attentively. 2.4. Subliminal Messaging Subliminal is derived from the Latin words sub (below) and limen (threshold), referring to the perception below the threshold of human consciousness. The presentation of audile or visual images at a speed or form that cannot be identified by the target person would be perceived by the individual, though not consciously. These subconscious perceptions, whether it is audible or visual, make it possible to influence that individuals decision-making processes, without that person being aware of this activity. An expected consequence would be the possibility to persuade that individual to purchase goods or services, which he/she would not be making otherwise. Although the practice of subliminal messaging was identified at the end of nineteenth century, the widespread recognition was in 1957, when market researcher James Vicary, using the term subliminal advertising for the first time, set up his Subliminal Projection Company and made his well known pop corn/coke advertisement during a Kim Novak film shown in New Jersey. He claimed that by quickly flashing the words Drink Coca Cola and Hungry? Eat popcorn for 1/3000 of a second, at five-second intervals on the movie screen during every presentation of this film, he had influenced people to purchase more food and drinks, selling 57.8% more Coca Cola and 18.1% more popcorn. Vance Packards book, Hidden Persuaders, published the following year included this experiment and had wide repercussions. Although Vicary admitted later on that he had lied about the experiment, there were widespread sentiments against the practice. Life treated subliminal advertising as fact and discussed its potential not only in selling but also in gaining support for anti-litter campaigns and even promoting political candidates while The Saturday Review, addressed his readers: Welcome to 1984. (OBarr,2005) The widespread belief that subliminal messaging could lead to brainwashing led to subsequent banning of subliminal advertising in various countries. The publishing of the book Subliminal Seduction by Dr. Wilson B. Key in 1973, marked another outrage against subliminal advertisement, leading to limitation of broadcasting with subliminal techniques. (Lindstrom,2003) The use of subliminal messaging had also been used in politics, the most famous being the TV Ad for George W. Bush during the 2000 presidential campaign. It showed words (and parts thereof) scaling from the foreground to the background on a television screen. When the word BUREAUCRATS flashed on the screen, one frame showed only the last part, RATSà ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦((OBarr,2005). Music played in shops sometimes have embedded messages to spend more or discourage theft, leading to a decrease in thefts and increase in sales, which the consumer is unaware but is effective (Lindstrom, 2003) Subliminal messages could also be utilizing the associations and judgments of the consumer, fulfilling the subconscious sensory expectations from a product or service. Lindstrom argues that different aromas pumped into casinos, airplane cabins, hotel rooms, and just off the assembly line cars could be considered subliminal messaging as the leathery smell of a new car comes out of an aerosol can (Lindstrom, 2003). 2.5. The Senses Everybody perceives the surrounding world through 5 senses, that is: seeing, hearing, smelling, tasting and touching. Perception involves the reception through our sensory organs and the processing by the brain. However the perception depends not only on the external stimuli, but also on the genetic set up and residues of the previous experiences of the individual, formed by learning and memory. 2.5.1. Seeing The eyes are the visual information receptors. The impulse goes through the cornea and is projected on the retina, which is composed of a layer of millions of photoreceptors that are specialized neurons transforming the light inputs into electrochemical signals, codified in the brain. Out of the two types of photoreceptors, the rods sense motion, especially in dim light or dark, predominantly in the peripheral vision, while the cones work under intense light and are responsible for sharp details. The cones are most densely packed in the centre of the retina known as the yellow spot, producing the sharpest images. (Zurawicki, 2009) The saccadic movements of the eye enables sensing parts of a scene with greater resolution, helping build up a mental map of the scene while another eye movement, the involuntary micro saccades refreshes this image. The visual attention is focused at the upcoming target locations, shifting the activations in saccade and attention areas of the brain, some hundredth milliseconds before an eye movement, (Rolfs, Jonikaitis, Deubel Cavanagh, 2011). The saccades and micro saccades are considered to be important indicators for studying the observers specific point of interest and attention focus (Zurawicki 2009, Laubrock et al.2007) recorded with the use of eye tracking camera like electronic devices. However there are also claims doubting the validity of the use of micro saccade movements in this field Horowitz et al, 2007) Each eye directs visual signals through a million of fibres in the optical nerve to the optic chiasm, where they are integrated. After passing from the optic chiasm, the optical tracts end in thalamus, which subsequently relays them to the upper layers of the cortex. The information from the two eyes are still separate in the thalamus and get integrated in the cortex where the binocular vision is created (Zurawicki 2009). The cortex sends the re-processed signals back to the thalamus. Zurawicki states that Visual cortex is divided into 6 different areas each performing a distinct function and specializing respectively in various sub modalities of visual perception, that is: exploratory and general pattern recognition, stereoscopic vision, depth and distance, colour, complex movement, and determination of the absolute position of the object as opposed to the relative one. (Zurawicki 2009) The frontal, parietal, temporal, occipital cortex, thalamic nuclei, the claustrum, the caudate, the lentiform nucleus and the culmen, declive and vernis in the cerebellum are activated during visual perception and visual mental imagery (Ganis et.al.2004) The brain uses previously stored data from the memory, to provide meaning to what is being transmitted. The brain also has the capacity to make up for missing images, referred to as blind vision (Zurawicki 2009). 2.5.2. Hearing The sounds funnel into the ear, reaching the eardrum, which is a membrane which vibrates at different speeds, that is, the more acute the sound, the faster it vibrates. Small bones of the middle ear (the hammer, the anvil, and the stirrup) amplify the signal from the membrane and transmit it to the inner ear. The coiled part of the inner ear the cochlea is equipped with approximately 16 000 hair cells, which detect each sound frequency separately and in response to it move at a certain rhythm. This activates up to 30 000 of neurons of the auditory nerve pathways which carry the sound information via the thalamus to the temporal gyrus: the part of the cerebral cortex involved in receiving and perceiving sound. Our audiary system processes all the perceived signals in the same manner until they arrive at the primary auditory cortex in the temporal lobe. Here when speech is differentiated from other sounds, neuronal signal is directed to the left hemisphere where the language is proce ssed. (Zurawicki 2009). Audiary neurons are specialized, some responding to high frequencies and others low. Furthermore there are some which marks the beginning and others the end of a sound. Although some process of sound focalisation take place in the ears, sound recognition through specific harmonics of the sound is performed in the primary auditory cortex in the temporal lobe. 2.5.3. Smelling AKÃ…Å ¾AMA YAZCEM Ä °NÃ…Å ¾ALLAH!!! 2.5.4. Tasting BUNU DA!!!! 2.5.5. Touching BUNU DA!!!! 2.6. The Brain The brain is the central processing centre for all the motor and sensory information coming from different parts of the body. The stimuli received that are processed and distributed from the brain leads to different thoughts, as well as muscular and behavioural patterns. The processing of incoming information is carried out in different parts of the brain, that is to say there is a distinct functional differentiation within the brain. However, in spite of this functional differentiation, it is important to keep in mind that the brain is an extremely complex structure with strong inter-linkages among its billions of nerve cells (neurons) that take place within the brain, and that the brain functions as a whole. In order to get a better insight into the functional neuroanatomy of the brain, it may be useful to analyse the parts of the brain the functions of which have been more or less identified. The brain is covered with an outer layer called Cerebral Cortex. Neocortex, often referred to as grey matter takes place on the outer part of the cerebral cortex, while amygdala, cingulated cortex, hippocampus, and basal ganglia takes place in the grey pockets located within the white matter underneath. The brain is subdivided into four lobes, and two hemispheres with the deep folds. These four lobes have different functions: The frontal lobe, located under the forehead is where organising/planning, short term memory, judgement and controlling behaviour take place. Temporal lobe, which is under the ears and temples are related to understanding what we hear, speaking and memory he. visual memory is processed. BUNUN DEVAMI GELCEK!!! 2.7. Neuroimaging 2.7.1. Psychophysiological Measurement Techniques Facial expression, heart rate and skin conductance are the most relevant methods of autonomic measurement used in advertisement research. Emotional reactions to advertisement are measured by facial electromyography, which registers facial muscle activity. In facial EMG, electrodes that register muscle contractions are placed on the corrugator and zygomatic muscles. The corrugator muscle is located above the nose close to the eyebrow and contractions in this muscle are involved while frowning. The zygomatic muscle is situated around the cheeks and controls smiling (Poels and Dewitte,2006). The research of Hazlett and Hazlett has shown that facial EMG is a more sensitive indicator of emotional reactions to TV commercials and that the facial EMG responses were closely related to emotion congruent events during the commercial( Hazlett and Hazlett,1999). However, facial EMG has the drawback of being conducted in unnatural lab settings and making the subject self conscious. Skin conductance (SC) or electrodermal activity gives an indication of the electrical conductance of the skin related to the level of sweat in the eccrine sweat glands, which are involved in emotion invoked sweating (Poels and Dewitte, 2006). Either very pleasurable or very repellent advertising stimuli evoke large SC responses. However there are considerable personal variations and factors such as fatigue, medication etc can influence SC responses (Hopkins and Fletcher, 1994). The beating speed of our heart can provide clues as to attention and arousal related to commercials as well as an indication of valance of emotional response (Poels and Dewitte, 2006). In general, positive stimuli lead to an increase in the heart rate, while the negative stimuli does the opposite. Poels and Dewitte advise not to use heart rate as the single measurement method of emotional response (Poels and Dewitte, 2006). As the heartbeat is measured from the finger, it is quite convenient for the subject and is generally considered to be an easy and cheap way to measure reactions evoked by advertising (Lang, 1994). 2.7.2. Brain imagery How brain reacts to different types of stimuli is recorded through brain imagery. The major advantage of brain imagery is its objectivity, leaving out the possible response biases. Motte defines Brain imaging as a term that encompasses a set of techniques that allows for visualization of the regions of the brain that are activated in response to a certain stimulus, and Brain imaging systems as a set of techniques that allow visualizing the regions of the brain that are activated when (emotional) stimuli are presented(Motte, 2009). There are different methods for measuring and mapping brain activities related to neuromarketing. Lewis in his 2005 article refers to three brain-imaging techniques being used in Neuromarketing as fMRI (Functional magnetic resonance imaging), QEEG (Quantitative electroencephalography) and MEG (magnetoencephalography) and considers fMRI as the one which has captured the greatest interest of the market researchers among these and has enjoyed the widest publicity (Lewis, D.2005). Morin in his recent article cites electroencephalography (EEG), magnetoencephalography (MEG) and functional magnetic resonance imaging (fMRI) as the only three well established non-invasive methods for measuring and mapping brain activity (Morin, 2011) EEG, in spite of its being a rather old technology in neurology, is still considered to be a good way to measure brain activity, as it is significantly less costly. Motte points out that although the price of high quality, research-purposed EEG systems can range from $10,000 to $100,000, cheaper EEG systems exist that can cost from a few hundred to a few thousand dollars (Motte,2009) To see how EEG works, it should be kept in mind that our neural circuitry consists of over 100 billion neurons and trillions of synaptic connections. When faced with a particular stimulus, these neurons fire, producing tiny electrical currents. The brainwaves, which are the differing patterns of frequencies of these electrical currents that correspond to different states of arousal, are recorded at very short time intervals, reaching up to 10,000 times per second in some of the new EEG bands, an important characteristic when attempting to evaluate the incoming high speed information coming through our senses. However, EEG, which has become very popular among neuromarketing agencies in the last 5 years as it is considered to be helpful in assessing the value of a piece of advertising at a relatively low cost is considered by some cognitive scientists as being weak, if not dubious for the purpose of understanding and predicting the effects of advertising. (Morin, 2011) QEEG, is another brain imaging technology, which is used for neuromarketing purposes. David Lewis and Darren Bridger from Neuroco, a Neuromarketing research consultancy, have used QEEG analysing the responses of viewers to television commercials and other forms of advertising, exploring the effects of looking at happy or sad facial expressions (Lewis, D.2005) They claim that although the spatial resolution of QEEG is poor, it is capable of producing a continuous recording of the ongoing neuronal activity. The benefits of QEEG, is backed by more than 2,500 research papers published in peer reviewed journals (Rothschild M et al.,1986, Rothschild M and Hyun YJ. 1990, Smith ME and Gevins A,2004) MEG is yet another non-invasive neuro-physiological technique that measures the magnetic fields generated by neuronal activity of the brain. It measures the integrated magnetic signals emitted by activated neurons (Motte, 2011). The spatial resolution of MEG is usually superior to EEG as the magnetic signals it operates on are not as easily disturbed by the skull or brain tissues, as the electrical signals processed by EEG. MEG has been used for neuromarketing purposes, although to a far lesser extent. (Lewis, D.2005) A MEG system was used in the study of Braeutigam et al., where the team investigated real-life product choice in a retail store. (Braeutigam et al., 2001) In one study MEG was used to measure decision making among consumers in a virtual supermarket. The authors reported that the right parietal cortex became active only when faced with a preferred brand and concluded that this region was involved in making conscious decisions about shopping choices, and, perhaps, for more important life choices too. (Brautigam S et al.,2001) Magnetic resonance imaging (MRI) machines are powerful magnets that can provide an accurate internal image of the human body. The MRIs are used primarily in the functional imaging mode (fMRI), in order to monitor the miniscule blood flow changes that correspond to increased activity levels within the human brain. Visualization of the brains activity and structure is enabled by the iron content of the haemoglobin molecules within the red blood cells that carry oxygen to the brain. The increased use of oxygen of the nerve cells during excessive activity of these nerve cells, and the change in the magnetic properties of haemoglobin after it delivers oxygen to the nerve cells in the brain makes it possible to follow the signals that point out to activations in the brain. The major benefit of fMRI is that it can pinpoint these activations with millimetric precision. Many consider fMRI the best technological innovation ever developed to conduct clinical and experimental research on the brain (Morin, 2011)   The first use of fMRI as a marketing tool was reported by Gerry Zaltman of Harvard towards the end of the 1990s (Addison T.,2005). fMRI permits matching a specific product experience to the regions involved in pleasure and emotions in the brain. (Motte,2009) The studies using fMRI can be very costly as the price of these machines ranges between 1 and 3 million dollars. While a moving-image fMRI machine (acquisition cost: $2.5 million) is rented for $1,000 an hour at Emory University in Atlanta; A single experiment, which includes at least 12 participants, can cost $50,000 (Wells, 2003). When these three technologies are compared as to their applicability in neuromarketing, QEEG is mostly preferred as technology of choice in due to its being less expensive, simpler to use, and enables the recordings to be made in a wide range of natural environments. NERDEN BULDUM BUNU BEN:))BULAMAZSAM GÄ °DER!!! 2.8. Memory and Learning 2.8.1. Memory Magnetic resonance imaging 2.8.2. Learning 3. CRITIQUE AND MORAL IMPLICATIONS Martin Lindstrom, one of the most prominent supporters of neuromarketing, makes a convincing argument against neuromarketings potential to endow powerful corporations with something like a buy button to control our consumer behaviour. After all, it is nothing but a scientific tool that has to be put to right use, and it is the responsibility of whoever launches a neuroscientific study to take into account the appropriate neuroethical ground rules, , which have been discussed in the previous chapter. Ä °YÄ ° DURUYO DA NERDE DEMÄ °Ãƒâ€¦Ã… ¾Ãƒâ€žÃ‚ °Z TAM OLARAK -NEUROETHICS 3.1. Academic vs. Non-Academic Research Neuroscientific research is a cost-intensive undertaking: a functional Magnetic Resonance Imaging (fMRI) scanner alone is worth $4 million (Lindstrom, 2008, p. 8). This is where the controversy starts whose interest is behind a given multi-million neuromarketing study? The answer is simple, and it divides the field into two basic categories: academic and non-academic neuromarketing. In case of the latter, it is safe to assume that whether we are talking about a large-scale corporation or a political party, a powerful interest is behind the funding of a project, looking for a concrete result that justifies the large sum of investment. Academic studies, on the other hand, can probably be trusted to be more neutral in this respect. 3.2. The Buy Button-Myth Neuromarketing is by default a hybrid of corporate and academic culture and as such is doomed to experience much more intercultural turmoil than other sciences. Indeed it seems that in its young history, there has already been a vibrant exchange of critique among the fractions involved. The common media image of neuromarketing as the science in search of the buy button in our brain does not find much support on either side. German psychologist Frank Szymkowiak points out that neuromarketing, like other cognitive sciences, simply analyses the reactions of the human brain to cognitive stimuli. This, in his view, may lead to a more diversified and consumer-targeted use of marketing rather than it constitutes a threat to becoming to tool of omnipotence on behalf of the advertising agent (Szymkowiak, 2010, Journal of Consumer Protection and Food Safety, p. 83). 3.3. A Shallow Science? Szymkowiaks, however, does have a critical view on neuromarketing, and it is far more detrimental than the buy button-allegation. For him, neuromarketing is shallow by nature and inaccurate in its analysis of scientific testing. When confronted with subconscious phenomena, neuromarketing indulges in some kind of catalogisation, counting bits of neurotransmission rather than looking for a qualified causal context. It recognises subconscious brain activity lacks the capacity to account for it. In this respect it is inferior to more substantial sciences such as depth psychology which, building upon the foundations laid by its founding father Sigmund Freud, is able to generate an explanation for subconscious behaviour by accounting for underlying motives of the human psyche (Szymkowiak, 2010, Journal of Consumer Protection and Food Safety, p. 84). This lack of depth is due to a simplistic definition of the subconscious that neuro-marketeers. Here, the totality of the human brain activity is, just like computers, is captures in bits, and only 40 out of 11mio bits are actually processed by the rational part of the brain. The rest falls under the category of subconscious without any further explanation. Depth psychology, on the other hand, is said to delve deeply into the spheres of the subconsci

Mr. Smith Goes to Washington Essay -- film analysis, reassuring image

Mr. Smith is portrayed as an honest man with strong opinions. He is the ideal politician in an ideal society. The film Mr. Smith Goes to Washington depicts a "reassuring image" that happens to be "an image of the past" (Wheeler). However, in today's legislature, people like Mr. Smith are rare due to the fact that a politician's primary goal is re-election. The good of the people may come as another intention of a politician, but it is always secondary to "bringing home the pork." There should be more people like Mr. Smith because the legislature would be able to make decisions more effectively and efficiently, rather than how slowly they currently operate. This is an unfortunate truth, yet it is how our society has been shaped to operate. This becomes apparent after close examination of the United States legislature today and viewing of the film Mr. Smith Goes to Washington. Mr. Smith was appointed to be a Senator on a whim. He was the leader of the Boy Rangers with no political experience. He was principled with a clear view on right and wrong. Mr. Smith took his ideals as far as risking his career when he did not compromise in order to maintain his beliefs. In addition, special interest groups did not impact Mr. Smith's decisions. He was untouched by the corruption that he learned existed in the legislature. Yet upon discovering it, he did not change himself. Mr. Smith did not place any emphasis on re-election and did not care if people thought negatively about him as long as he remained with his values. Mr. Smith's values make him unique and give him the ability to be noticed within the legislature. The manner in which the United States legislature is currently set up allows someone similar to Mr. Smith to thrive in society... ... 11 Nov. 2009. Web. 3 Feb. 2014. 11/mr-smith-goes-to-washington-discussion.html>. Hudak, John. "Lessons from the Shutdown: Pork and Earmarks Help Break Gridlock." Brookings. Brookings, 30 Oct. 2013. Web. 4 Feb. 2014. 10/29-shutdown-lessons-the-benefits-of-pork-hudak>. Johnson, Eliana. "Shutdown Deal Includes Pork-Barrel Spending." National Review Online. NRO, 16 Oct. 2013. Web. 4 Feb. 2014. shutdown-deal-includes-pork-barrel-spending-eliana-johnson>. Panahi, Heather. "Common Criticisms of Legislatures." Feb. 2013. File last modified on Feb. 2013. PDF file. "radical." Def. 1-10. Dictionary.com. Dictionary.com, n.d. Web. 3 Feb. 2014. .

Comparing Societys Influence in Pride and Prejudice and The Edible Wom

Society's Influence in Pride and Prejudice and The Edible Woman      Ã‚  Ã‚   Throughout history, society has played an important role in forming the value and attitudes of the population.   Jane Austen's Pride and Prejudice and Margaret Atwood's The Edible Woman are two novels which exemplify the negative effects of society's influence. Both Elizabeth Bennet and Marian McAlpin are strong women who rebel against society's influences in their lives.   They refuse to accept the pre-set roles and identities handed to them.   Both women realize that the individual's needs are not necessarily the same as what society imposes on them; they rebel against this very society in order to gain the independence necessary to discover what they want from life.      Ã‚  Ã‚  Ã‚  Ã‚   Society in the early 19th century world of Pride and Prejudice is represented through Mrs. Bennet and those like her, who are "of mean understanding, little information, and uncertain temper" (Austen 53).   From the beginning of the novel, society prominently displays its views on marriage.   When Mr. Bingly moves to town, Mrs. Bennet immediately entreats her husband to go introduce himself.   Mrs. Bennet describes Bingly as "a single man of large fortune; four or five thousand a year.   What a fine thing for our girls!" (51).   Bingly is immediately acceptable due to his money and connections, and Mrs. Bennet is already dreaming that one of her children will marry him. In fact, "the business of her life was to get her daughters married" (53).  Ã‚   One of Elizabeth's close friends, Charlotte Lucas, feels "happiness in marriage is entirely a matter of chance" (69). She feels that marriage is a... ...o a role which proves to be very destructive.   She, too, takes the control of her life away from society and puts it back where it belongs, in her own hands.   Thus rebellion is necessary in both situations in order to fulfill the needs of the characters and restore them to their previously healthy, happy lives.       Works Cited    Atwood, Margaret. The Edible Woman. Toronto : McClelland-Bantam Inc, 1969.    Austen, Jane. Pride and Prejudice. Toronto : Penguin Books, 1972.    Harding, D. W. Sense and Sensibility, Pride and Prejudice and Mansfield Park. Toronto: The MacMillan Press Ltd, 1976.    Keith, W. J. Introducing Margaret Atwood's The Edible Woman. Toronto : ECW Press, 1989.    Litz, Walton A. Jane Austen a Study of her Artistic Development.   New York : Oxford University   Press, 1965 Comparing Society's Influence in Pride and Prejudice and The Edible Wom Society's Influence in Pride and Prejudice and The Edible Woman      Ã‚  Ã‚   Throughout history, society has played an important role in forming the value and attitudes of the population.   Jane Austen's Pride and Prejudice and Margaret Atwood's The Edible Woman are two novels which exemplify the negative effects of society's influence. Both Elizabeth Bennet and Marian McAlpin are strong women who rebel against society's influences in their lives.   They refuse to accept the pre-set roles and identities handed to them.   Both women realize that the individual's needs are not necessarily the same as what society imposes on them; they rebel against this very society in order to gain the independence necessary to discover what they want from life.      Ã‚  Ã‚  Ã‚  Ã‚   Society in the early 19th century world of Pride and Prejudice is represented through Mrs. Bennet and those like her, who are "of mean understanding, little information, and uncertain temper" (Austen 53).   From the beginning of the novel, society prominently displays its views on marriage.   When Mr. Bingly moves to town, Mrs. Bennet immediately entreats her husband to go introduce himself.   Mrs. Bennet describes Bingly as "a single man of large fortune; four or five thousand a year.   What a fine thing for our girls!" (51).   Bingly is immediately acceptable due to his money and connections, and Mrs. Bennet is already dreaming that one of her children will marry him. In fact, "the business of her life was to get her daughters married" (53).  Ã‚   One of Elizabeth's close friends, Charlotte Lucas, feels "happiness in marriage is entirely a matter of chance" (69). She feels that marriage is a... ...o a role which proves to be very destructive.   She, too, takes the control of her life away from society and puts it back where it belongs, in her own hands.   Thus rebellion is necessary in both situations in order to fulfill the needs of the characters and restore them to their previously healthy, happy lives.       Works Cited    Atwood, Margaret. The Edible Woman. Toronto : McClelland-Bantam Inc, 1969.    Austen, Jane. Pride and Prejudice. Toronto : Penguin Books, 1972.    Harding, D. W. Sense and Sensibility, Pride and Prejudice and Mansfield Park. Toronto: The MacMillan Press Ltd, 1976.    Keith, W. J. Introducing Margaret Atwood's The Edible Woman. Toronto : ECW Press, 1989.    Litz, Walton A. Jane Austen a Study of her Artistic Development.   New York : Oxford University   Press, 1965

Causes of the Civil War Essay -- Papers Usa American History Essays

Causes of the Civil War Although some historians feel that the Civil War was a result of political blunders and that the issue of slavery did not cause the conflict, they ignore the two main causes. The expansion of slavery, and its entrance into the political scene. The North didn't care about slavery as long as it stayed in the South. South Carolina seceded, because Abraham Lincoln, a Republican, was voted into office. The Republican party threatened the South's expansion and so Southerners felt that they had no other choice. The United States was divided into three groups by the time the Civil War began: those who believed in the complete abolition of slavery, those who were against the expansion of slavery, and those who were pro slavery. The Republican party was formed in opposition to southern expansion. Their views were Free Soil, Free Men and Free Labor. The Republicans were anti-South but they were in not abolitionists. They believed that slavery was a flawed system that made the south ineffective and because the North's free labor system was superior it must be guarded from southerners. When the Republican candidate, Abraham Lincoln was elected in 1860, the South felt threatened, and because expansion was vital to the survival of slavery they also felt their way of life was being threatened. Because slavery was such an important part of Southern society, the South felt that they could not survive without it. That's why they were not willing to compromise with the north. To own slaves was a sign of wealth and social prestige and poor farmers who could not afford slaves had a goal to work for. In the election of 1860 you can see that Lincoln only secured 4% of the popular vote in the South, only wi... ... Bibliography: Coffey, Thomas M. The Long Thirst. New York: WW Norton and Co., 1975 Dumenil, Lynn. Modern Temper. New York: Hill and Wang, 1995 Hintz, Martin. Farewell, John Barleycorn. Minneapolis: Lerner Publications, 1996 Karl, Barry D., The Uneasy State. Chicago: University of Chicago Press, 1983. Kerr, K. Austin, Organized For Prohibition. London: Yale University Press, 1985 Lee, Henry, How Dry We Were: Prohibition Revisited. New Jersey, Prentice-Hall, 1963 Organized Crime . Compton's Interactive Encyclopedia  ©1996 SoftKey International Inc. and its licensors. Parrish, Michael E., Anxious Decades. New York: WW Norton and Co., 1992. Prohibition. Compton's Interactive Encyclopedia  ©1996 SoftKey International Inc. and its licensors. Severn, Bill. The End of the Roaring Twenties: Prohibition and Repeal. New York: Julian Messner, 1969

How to Stop Worrying and Start Living – Book Review

Notes on Author: Dale Breckenridge Carnegie (November 24, 1888 – November 1, 1955) was an American writer, lecturer, and the developer of famous courses in self-improvement, salesmanship, corporate training, public speaking, and interpersonal skills. About the Book: The book is a compilation of Dale Carnegie and his students’ experiences in facing the problems and how they have come out of the depression by conquering worry. He tells us how and why to not worry about criticism, six ways to prevent fatigue and worry from keeping your energy levels. He also includes few experiences of some inspiring personalities. In this book Carnegie discusses how to analyze your worries and how to solve problems without worry. He discusses the negative effects of worry to your health and your success. He teaches how to break the worry habit, seven ways to cultivate a mental attitude that can bring you peace and happiness and a â€Å"perfect way† to conquer worry. This book is very readable and well organized. It is written so that even a school-going kid could easily understand it. This book has suggestions at the end of each chapter summarizing the material and telling the reader how to apply it. It gives simple ideas which can make a difference in our lives. It has good, positive and powerful ideas which help us to overcome the difficulties and face the problems boldly. What I learnt from the book: †¢ If you want to avoid worry live in â€Å"day tight compartments†. When our mind is occupied with work, we won’t have time to worry. It applies not only to worry, but to all kinds of negative thoughts as well. We will greatly decrease their influence if we are busy doing something constructive. †¢ We should know how to analyze and solve worry problems. We can do that by finding and collecting all the facts, analyzing those facts, making a decision, and act on it. †¢ Count your blessings, not your troubles. If we want to be happy, we should focus on all the things that work well in our life and forget the other things that don’t. †¢ One of the best ways to increase your productivity is to take rest regularly. Take rest before you feel tired. Doing this simple thing will energize yourself throughout the day and enable you to accomplish more. †¢ One of the best teachers is your own experience. You can learn from it by taking notes of the fool things you have done and criticize yourself. If you constantly do this, you will constantly improve yourself. †¢ We should not worry about what other people say about whether or not we have done our best. Once we have done our best, we can be happy no matter what people say. †¢ Often we aren’t happy because we try to change things we can’t change. We should learn to identify those things and accept them.

Mary Shelley’s Frankenstein Essay

In Chapter 23, in time we do heart for Frankenstein, as he discovers his newly-wedded wife, Elizabeth, strangled by the marionette, after refusing to drag a female existence. He describes her as being thrown, dangling and misrepresented. This emotive language, I believe, reflects his anger and execration towards the puppet. These words are incredibly impetuous and destructive. The word hanging, one whitethorn argue, is a flashback to Justines functioning. Both of higher-ups female companions lives ingest been dashed at the hands of the zoology.The word hanging is also a nonher way of cleanup position a being by applying embrace to the neck/throat. Although Elizabeth has been strangled, that descriptive word could be interpreted as Victors execution of her. If he had all do the female Creature, or stayed with her on their hook up with night, Elizabeth might not have been killed. It is big bucks to Frankensteins overwhelming arrogance that she died. In Chapter 11, th e Creature has his first encounter with the De Lacey family. He is unable to bear the emotions when he sees the olden world with the little girl.The Creature demonstrates he has more respect for humanity than Frankenstein, whose keep out is to replace it. I longed to join them, that dared not this is due to his maltreatment by society. Mary Shelley wrote this around 50 old age after Jean Jacques Rousseau produced his theory that wickedness is entirely due to society man is born straightforward and corrupted by society. In her novel, I believe that she supports this theory. She has glum the Creature into a compassionate, articulate being. Frankensteins parental skills are irresponsible and reckless.In Chapter 11, at the start of the Creatures narrative, he describes how he was frightened and panic-stricken in the wood It was dark when I awoke, I felt cold also, and half-frightened, as it were instinctively finding myself so desolate. night is a feature of the knightly , and is also an congresswoman of pathetic fallacy, a predominantly Gothic technique, used for great effect many another(prenominal) times in the novel. The Creature being frightened shows to us once again, his nai veti wee on after his birth. This is another machination used to make the proofreader feel huge sympathy towards the Creature.After the zoology is first born Victor realises the consequences of his actions. He flees Ingolstadt, and returns to Geneva. However, although he has been a terrible grow figure to the Creature, you cannot excuse the actions of revenge that the Creature undertook. The murder of William Frankenstein is out of anger towards his creator. Personally, I disagree with David Hartleys philosophical system in 1749 that Morality is not whatsoeverthing you were born with, besides is the result of an individuals see to it. possibly you disagree. There is no scientific check either way to say this philosophy is right or wrong.It is a egress of bel ief. The Creature most definitely did not have a positive experience of mankind, but he does know the balance between right and wrong, and knows that it was wrong to kill. He expresses his guilt towards the end of the novel, in the lead his suicide .. it is true I am a poor devil. I have murdered the cover girl and the helpless, I have strangled the innocent as they slept.. He calls himself a wretch, on that pointfore he is not high-minded or pleased with his actions. This proves that the Creature does have a developed sense and savvy of right and wrong.When answering the set question, there are a number of find out factors that have to be taken into close consideration. Both Frankenstein and the Creature shared nature traits, for example determination, and the right they thought they had to sport God with innocent lives. There are, however, rationalise circumstances that you need to consider before laying blame at the feet of either character. Frankensteins narrative to Walton is in the retiring(a) tense. His hatred for the Creature has manifested since the death of his wife, thusly he whitethorn have expound on his suffering somewhat.Also, the Creature may be false when he verbalize he regretted murdering Elizabeth, William, and being responsible for the execution of Justine. However, in my opinion, I believe that the Creature was honest, and he was truly remorseful for his actions. He was prepared to burn himself so that his clay would not be discovered, and that others like him would not be made. I support Dr Siv Janssons conclusion that at the climax of the novel, the readers sympathy goes out to the Creature more than it does to Frankenstein, however, I believe that some sympathy lies with Frankenstein too.

How Does The World Leading Companies Interact with Society: An investigation into the performance of Louis Vuitton Essay

Founded in 1854, Louis Vuitton Mot Hennessy (LVMH) had become the orbs largest prodigality spurt house brand group and manage to wear sales r horizontalue of 20,320 one million million million euros in 2010 to 23, 659 million Euro in 2011 and 28, 103 million Euro in 2012 (Jin, 2012). Nowadays in dividing line world, the survivability of business depends on how it interact with the purchase order. The look of a corporation behave toward the golf club and surroundings is the key for a comp whatever to achieve favourableness and principal(prenominal)tain serious reputation as piddling action discover a big match (Hartman, 2005). In this driveway, a company good purpose exit frequently shadowed by it noisome steps in damaging society even it is un aspirationally done.In contrast for that, Louis Vuitton had practiced their good intention by launching environmental plane section in 1992 in order to preserve the constitution thus helping Louis Vuitton to produce high gauge product (LVMH launches its own Green hebdomad, 2012). Behind the scene, Louis Vuitton besides change magnitudes their degree Celsius dismissal by 25% in 2012 while manage to increases their revenue by 19% in 2012 (LVMH, 2012). In the same time, Louis Vuitton keep notice the society ab come on their form _or_ system of government of not allowing shaver stab (LVMH Suppliers edict Of conduct, 2014) scarce if unfortunately, it just other(a) spin doctoring to hide another mistake they had done. This would remark that Louis Vuitton secretly chip ins the negative conflict to environment and to the community around them. This paper will assessed the truth about the real contri besidesion of LVMH towards society. In spite of that, there are still other stakeholders that are not being discussed thorough this investigation.The case against Louis VuittonFor a luxury brand to be value as very undefeated company, the indicator is not about how popular the company but it i s refractory on how timeless, modern, fast-growing and exceedingly lettuceable they are (LVMH brand for success, 2002). Indeed, the way of the company interact with the society still will be take into the considerateness as it such in enamor for a company to have high profit by pickings tear down concourse who are likewise the customers (Hartman, 2005, 53). To come together the performance of LVMH, it is very grave to jot down their contribution in making the world a get out place. In this context, itis a need to say how well(p) is a company in minify hundred dioxide emanation in reducing despairing climate change level today (Antonio, 2009, 15). snow dioxide (CO2) is one of greenhouse gas released by humanity activities including the business processes of goods in LVMH. Industrial activities contribute 11% of atomic number 6 emission in the atmosphere that is a main factor of global warming (EPA 2013). orbiculate warming should not be underestimated as it woul d surpass to varies bad effects to world such as increase the ocean level that cause by melting of the Arctic sea ice and glaciers. It was report by The Intergovernmental Panel on temper mixture (IPCC) that there was a 22cm pinch in sea level in the twentieth century and 22cm rise in sea level in the 20th century over payable to carbon emission. Year by year, Louis Vuitton is change magnitude its carbon emission. The paradox here is Louis Vuitton should give effort to improve the lifestyle of its stakeholders which is the society but in the same time Louis Vuitton is slowly cleanup position the world. What a meaning of wearing very swish outfit but at the end people got no place as their home.The record explicitly show that LVMH was releasing 193,371 tons of (CO2) of carbon emission in 2012 which is truly bad for environment (LVMH 2012). In 2011, Louis Vuitton recorded 155,362 tons of (CO2) carbon emission which is lesser than in 2012. It was believed that the carbon emissi on rose due to alliance of LVMH with Murakami in producing new design and image (Riot, 2013). Despite of that, Louis Vuitton should thrill about alliance of some(prenominal) products if they do actually want to minimize the carbon emission. Louis Vuitton had declared that it is one of their policy to compensate the carbon emission but unfortunately in the production of fashion and leather goods, carbon emissions had rose by 71% in 2012 (55,978 metric tonnes) compared to 2011 (32,714 metric tonnes) which is due to this alliance (LVMH, 2012).Louis Vuitton seems to only expects their supplier to be affiliated in mitigate with carbon emission generated from the tally chain which is beyond their control (LVMH 2011). This would remark that it is unsufferable for LVMH to promote a better environment without any clear measures taken in overcome this problem. Is Louis Vuitton really aware that due to their incentives of inventing new products cause increase in carbon emission spasmodi cally. What can be concluded from this situation, LVMH is trying to spin doctoring by only telling their incentives in improving their stakeholders lifestyles but at the same time they are not really determinedand care about their stakeholders future.The case for Louis Vuitton rather of those issues that already discussed above, it is undeniable that Louis Vuitton is aware of those problem happened and do really give effort to overcome the carbon emission issue. It is true that LVMH really practicing a policy in order to support the environmental certificate that illustrate them as a party that uncoerced to reduce the negative impact of their activities to environment by limiting the carbon emission (Louis Vuitton 2012). In 2006, Louis Vuitton had carried out a few information programmes in support their workers to protect the environment by carefully employ natural resources, minimize the energy and water enjoyment and reducing waste (UNGC 2006). Louis Vuitton also had establ ished environs surgical incision since 1992 to preserve the nature. One of the functions of the environment department is to promotes each employees to practice the right attitudes thus ensuring their payload in preserving the environment.In instance, Louis Vuitton was organized two seminars on ISO 14001 and Carbon footprint to increase the understanding of how important of a company in ensuring the environment is safety for mankind (LVMH 2012). Consequently, in this effort, Louis Vuitton was conducting more 700 training hours in promoting awareness to their regular employee at Sainte-Florence workshop and 111 training hours at the Barbera workshop (LVMH 2012). Louis Vuitton tried to spread the grandness of preserving the nature to their employees stakeholders and not only to their employees. Unfortunately, this plot line happened before the incidents of carbon emission happened. From what can be inferred is, Louis Vuitton probably reducing their efforts in mitigating carbon emis sion after their stakeholders already view Louis Vuitton as a really determined party in promoting better environment. Get down to the concept of a successful company, the effort of Louis Vuitton in performing the alliance with Murakami is also fair as making the company highly profitable. In simple word, it is also unfair to reckon Louis Vuitton as the bad one in increasing the carbon emission as every wiz action have their own trade-offs.From past events, it was really shown how determine Louis Vuitton in promoting better lifestyles to their stakeholders. For example, in celebrating Lantern fiesta in China, they had invented a lantern collection and a mahjong setfor Chinese people (Chan, 2011, 101). In this case, it is not really a need for Louis Vuitton to do that as they already manage to make high profit from other product but due to their reputation to improve people lifestyles, they really give an effort for a part of world population in China. Furthermore, Louis Vuitton is also really aware of workers right. As the world was shocked by usage of child campaign by Nike in 2001, Louis Vuitton never involved in such issues. It can be seen that Louis Vuitton is really determined with their policy of not using child labor in their production. In addition of that, Louis Vuitton also say in their policy that they will give appropriate wages to their workers and will really take care of them as the company assets (LVMH Suppliers Code Of conduct, 2014). Thus, Louis Vuitton contributions in promoting better society also should not be avoided due to their few mistakes in conducting their business as they may have no intention to make things become severely worsen.ConclusionLouis Vuitton is interacting with the society in both positive and negative ways. Louis Vuitton had gave their dress hat to give a better products that would satisfied their stakeholders. They had inventing a lot of new design to suit with the stakeholders wants. This would illustrated ho w well Louis Vuitton response to society is. In spite of that, Louis Vuitton biggest defile to society which is carbon emission is also the main issue that should not be avoided as Louis Vuitton is manufacturing, transporting and encase their products. It is aware that carbon emission released by Louis Vuitton would bring bad impact for global community specially the next generation of human in future. rather of making policies, Louis Vuitton is really giving effort in practicing those policies even though sometimes they failed to do so. In conclusion, Louis Vuitton call for to have a good descent with the society by fulfilling not only the needs of their shareholders and community but also their needs.ReferencesAntonio, Robert J. 2009. Climate Change, the mental imagery Crunch, and The Global Growth Imperative. Emerald Group Publishing Limited.Chan, Priscilla Y.L. 2011. expression retailing in China An examination of its education and issues. Emerald Group Publishing Limit ed.EPA (Environmental Protection Agency). Carbon Dioxide Emissions Climate Change US EPA. Accessed March 26, 2014. http//www.epa.gov/climatechange/ghgemissions/gases/co2.html.Hartman, Laura P. 2005. Perspectives In worry Ethics. Singapore McGraw-Hill Education (Asia).LVMH launches its own Green Week. 2012. LUXURY, May 2012. http//www.2luxury2.com/lvmh-launches-its-own-green-week/LVMH Suppliers Code Of conduct. 2014. Louis Vuitton Mot Hennessy. http//www.lvmh.com/uploads/assets/Com-fi/Documents/en/Governance/LVMH-Suppliers-code-of-conduct.pdfLVMH brand for success, thank to know-how from the top. 2002. Strategic Direction 18(5) 7-9. doi 10.1108/02580540210793482LVMH luxury world leader, prestigious brands Louis Vuitton Mot Hennessy. Accessed phratry 7, 2013. http//www.lvmh.com/uploads/assets/Com-fi/Documents/en/Press_release_PDF/LVMHAnnualResults2012_VA.pdf.Riot, Elen. 2013. Murakami on the bag Louis Vuittons decommoditization scheme. International Journal of Retail & Distributi on instruction 41(11/12). doi 10.1108/IJRDM-01-2013-0010UNGC (United Nations Global Compact). Accessed March 27, 2014. http//www.unglobalcompact.org/system/attachments/2897/ legitimate/COP.pdf?1262614359.