Notes on the Ethical Theories Essay Example for Free

Notes on the Ethical Theories Essay Immanuel Kant (notice that he lived in the 1700’s and people likely had different views back then), a philosopher, believes that using reason, one can make a list of ethical actions. Kant says that one must generalize the certain action he is about to do to see if it is reasonable. For example, you ask yourself â€Å"should I cut the line in the cafeteria?† The way you can answer this question is by asking yourself â€Å"What if everyone cut the line?† Of course, if that happened then there would be chaos, so you shouldn’t cut the line. This also applies to stealing, murdering, and keeping promises. He basically says that everyone is equal and you shouldn’t justify your actions to yourself because you are not special and you wouldn’t want others to do that to you. â€Å"Treat others as you would have them treat you.† Golden Rule. But, if only you do this and no one else does you are going to get eaten up by the world. This may contradict a person’s adaptability and may negatively appeal to emotion; you will feel like a B-. Veil of ignorance- You have two people who love cake. Tell one person to cut a cake in half but let the other choose which half to take. Again, Golden Rule. Kant says there is a difference between objects and people, you can replace objects but not people. Someone broke my computer, I am sad. He buys me a new one, I am happy. I am about to die, my parents are sad. They can clone me, should they be happy? He also says that you shouldn’t kill people for the greater good. But what if they were murderers or rapists aren’t they causing sadness, and their deaths would in fact be for the greater good? Kant sees that a persons intentions that count rather than the final result. But what if I am helping a person, who is bad and corrupt, against a thief who is only trying to feed his family, quite the dilemma. Kant uses only reasoning rather than emotion so that people always do what is right rather than when they feel like it. Consistency is key to his theories. Criticisms of Kant Moral Absolutism You can’t always not lie. What if a murderer wants to kill your dad? Your dad hides and then the murder breaks in and asks you were he is. If you follow Kant’s ideas, you would tell him where your dad is. There must be some sort of emotion to counteract those who do not follow the philosophy of Kant. But again, Kant is saying that EVERYONE should do this, and this murderer wouldn’t exist in Kant’s ideal world. Rule worship- To blindly follow rules without using your own knowledge. â€Å"If rules can not be bent, then they should be broken.† Conflicts of duty- should you steal the medicine for your dying wife? Should you save your grandmother from the burning house or the doctor who can save many people? Moral coldness- The world would be emotionless and sad. There will be little space for happiness because everything is going to be so constant and emotions will have a very small presence. Utilitarianism- Seek the greatest happiness for the greatest number. What if you could randomly pick 10 people to die and save 100? Would you do it? You can say yes, because it logical, you use no emotion what so ever. That goes against Kant though because he says that people have dignity and you shouldn’t take that away. You can say no, where you are mostly using emotion.

The Saltation of Malcolm X Essay examples -- History Civil Rights Pape

The Saltation of Malcolm X Saltation is a geological term used to explain how a stream current transports and erodes a rock. The rock starts out as a sharp, coarse edged fragment on a stream bed. The current then lifts the rock from the stream bed and transports it down stream. The current, which rotates and spins the rock, slowly smoothes its edges. In saltation, a counter current or other events causes the rock to slam against the stream-bed and grind its ruff edges into a smooth exterior. Eventually after it is lifted off the bed, the current adds the finishing touch. A rock which travels in a stream will always be eroded into a smooth sphere, but a rock that undergoes the process of saltation will always be more quickly eroded. Saltation is an easy way to apply the necessity of the revolutionary philosophy of Malcolm X to the Civil Rights Movement. The Civil Rights Movement was the stream, a powerful stream which had been gaining its volume since the first black individual was enslaved in America. The American conscious is represented by the coarse edged rock, a rock that grew coarser with the birth and education of every American. Malcolm X is the variable which causes the rock to undergo a sort of saltation, in which the American conscious became more aware of its racial problems. The American conscious was then carried on by the Civil Rights Movement to become a fully integrated, accepting conscious. Malcolm X gained his radical notoriety and his ideas on revolution from the religion of Elijah Muhammad and the Nation of Islam, and he later used this radicalism to further the Civil Rights Movement by intentionally playing the devils advocate to the philosophy of Non-Violence. When he was affiliated with the Nation... ...n Books, 1993. Black Man’s History by Malcolm X. @ www. uky.edu/StudentOrgs/AWARE/archives/MalcolmX/history.html Breitman, george. Malcolm X Speaks, Selected Speeches And Statements. New York: Grove Weidenfeld, 1990. Karim, Benjamin. Remembering Malcolm. New York: Carroll and Graf Publishers Inc., 1992. King, Coretta Scott. My Life With Martin Luther King Jr. New York: Holt, Reinhardt, and Winston, 1969. leland.stanford.edu/group/King/KingBios/breifbio.htm Martin Luther King Jr. National Historic Site @ www.nps.gov/malu/ Novak, Philip. The World’s Wisdom. New Jersey: Castle Books, 1994. Pinkney, Alphonso. Black Americans. New Jersey: Prentice Hall, 1993. Playboy. Malcolm X/ Alex Haley Interview. @ www.uidaho.edu/~yusuf921/malcolm x.html Washington, James. I Have A Dream, Writings And Speeches That Changed The World. San Francisco: Harper

Education: Grammar School and Government Essay

In this essay I am going to look at the changes to education legislation from 1944 to the present day. I will look at how these changes have reflected government educational policies and to what effect. Firstly I will look at the ‘Butler Act’, war time 1944. The education act 1944 was called the ‘Butler Act’ after the conservative politician, R.A.Butler. The 1944 ‘Butler Act’ was undoubtedly a significant milestone in terms of the history of education Britain. It became increasingly clear that education was of vital importance to the nation and to the individual. It planned to remove the inequalities which remained in the system. The proportion of ‘free places’ at grammar schools in England and Wales increased from almost a third to almost half between 1913 and 1937. However when poorer children were offered free places parents often had to turn them down, owing to the extra costs involved. The ‘Butler Act’ 1944 provide d free education for all pupils. By 1946 the School Milk act was introduced. Previous investigations completed by John Boyd Orr revealed there was a link between low- income and malnutrition and under – achievement in schools. Ellen Wilkinson minister of education, (the first woman in British history to hold the post), was a long campaigner against poverty and in 1946 managed to persuade parliament to pass the school milk act. This act ordered the issue of one –third of a pint of milk free to all pupils. Local Education Authorities (LEAs), were required to submit proposals to the new department of education for reorganising secondary schools in the area, LEAs were required to assist children’s special needs. Most of the LEAs aimed to establish the three main ‘streams’ or categories at school this was known as the tripartite system. The three categories were grammar , secondary modern and technical , the children would be allocated on the basis of an examination at the age of 11, known as the ’11 plus’. The 11 plus had the intention to provide an equal opportunity for children of all backgrounds and walks of life. The implementation of this break by the ‘Butler Act’ seemed to offer an ideal opportunity to implement ‘streaming’ since all children would be changing school any way. Was the ’11 plus’ a good idea or would it begin to emerge as a large historical accident? Many people related more to the wider education system rather than the academic selection. The proportions of school children  gaining a place at a grammar school varied by location and gender, and due to the continuance of single sex schooling there were fewer places for girls than boys. Many critics claimed that there was a strong class bias in the exam. It seemed that children on the borderline of passing were more likely to get grammar school places if they came from middleclass families. It would appear that the ’11 plus’ was a system based on unfairness. For example, questions about the role of household servants or classical composers were easier for middle class children to answer but far less familiar to those from less wealthy and less educated backgrounds. The ’11 plus’ also led to divisions in schools (streaming), in the country (social class distinctions) and also led to irreconcilable political attitudes, (labour vs. conservatives) with the conservatives in favour of this selection and labour against it. In the 1950s, all the opposition against the 11 plus exam and the selection process had led to the idea of the modern comprehensive system. This idea was cherished by labour and rejected by the conservatives. In 1964 the labour government was elected, Harold Wilson is the new prime minister. Going into 1965 the circular 10/65 has stated for everyone to prepare for the introduction of the comprehensive schools. This was recognised as a fairer system better for working class people. Wilson was very anxious to increase opportunity within society, this meant change and expansion to the education system. For the first time ever a British government spent more time on education than on defence. This led to the significant increase in the number of university places. Wilson’s record on secondary education was disappointing. Whilst the proportion of children attending comprehensive schools rose to 30% during this period, his government failed to establish a fully comprehensive system. The selection system survived. Wilson lost power in June 1970 when Ted Heaths Tories won the general election with a majority of 30. Circular 10/ 70, newly elected government withdrew 10/65. Circular 10/70 was an attempt by Margaret Thatcher new secretary for education, to reverse the effects of circular 10/65. The first circular recommended to LEAs to begin the process of conversion to full comprehensive systems. This is ironic as it was in line with labour governments’ wishes on the transition  to a national comprehensive system. However the second circular said that no funding would be given for new non- comprehensive schools. LEAs were given more power to decide the future of secondary education in the area, under their authority independently of central government. It is believed that Thatcher was trying to reinstate grammar schooling. It was left to the LEAs individually whether or not they would go comprehensive. Heath needed to make cuts in public expenditure, Margaret Thatcher offered amongst other things to abolish the universal provision of free school milk. This was achieved in the 1971 education milk act. It led to the jibe ‘Thatcher, Thatcher milk snatcher’. In 1972 the school leaving age raised to 16 in response to rising youth unemployment. Was the government really concerned about giving people a better education or was it just a simple matter of keeping children in school longer to boost unemployment levels in order to make them look better?. This was not a popular decision. During 1973 the LEAs continued to submit plans which were presented as individual school plans which Thatcher accepted. There were now more children in comprehensive schools than selective one. Primary schools remained stable. Now I come to the ‘education reform act’ 1988. Conservative government are in place. The educational reform act is widely regarded as the most important single p iece of education legislation since the ‘ Butler’ education  act1944. This act introduced the National Curriculum. The National Curriculum believed everybody should have a knowledge of everything. Power was given to schools letting them spend the money how they like. Schools were ‘bribed’ as they were offered  £30,000 to opt out of the LEA. Thus Thatcher’s, intention was to weaken the power of the LEAs, giving more power to schools allowing them to spend the money how they liked. If more schools were to opt out poorer areas would not benefit, for example in well off middleclass areas people have more money and schools could raise more money through donations and school fairs act. Schools would become selfish only looking after their own needs. Head teachers were given more power and had to manage rather than ‘teach’. Schools were potentially paying more attention to material objects and resources rather than concentrating on teaching. On the plus side, schools could look for better and cheaper deals allowing them to spread the cost of their money effectively. City technical colleges were  also introduced providing specialist education by selection, opening up more doors. In 1992 The Education Act introduced the OFSTED, inspection system value for money. This was seen as a great idea by many as it made sure all schools were up to a certain standard. During 1997, the new labour government was elected (Tony Blair). The labour government’s intention was to devote attention to a higher standard of schooling, and to also make change to the national curriculum. This labour government would be a new ‘modern’ labour party as the labour government no longer stands for its traditional values. The new ‘modern’ labour government would; * Encourage private initiative funding, allowing private companies to build new schools. * Promote specialist educational academies in sport, sciences, languages and technology. There would be no money to build new schools. Schools would ask companies for computer deals whereas labours traditional view would have expected the state to pay. Therefore labour no longer stands for its traditional values. Schools were also encouraged to maximise the effect of their resources. This did not benefit poorer areas. Schools were taught to budget in order to allow a more effective financial control. In 2006 the Education and Inspection bill was introduced. This passed in March 2006, within the face of some opposition from within the labour party. Some of the main changes of the Education and Inspection bill were as follows; * Foundation (trust) schools * School admissions * Staged introduction of changes to the curriculum and entitlements including new diplomas to replace A-levels to be emplacement by 2013 * School travel * School food Also it was suggested that the school leaving age should be raised to 18 by 2013. This was propaganda as again was the government really concerned about a great education for children or was it just the case of making unemployment figures look better? The labour government believe education is much bigger than what goes on in school; trigger points for this were the  sad case of Victoria Climbie and the Soham murders. CRB checks were introduced to protect children, as there was poor communication between the police and schools. In 2003 the introduction of ‘Every Child Matters ‘was introduced. Every Child Matters is one of the most important policies to have intuitive and develop a programme in relation to children and the children services of the last decade. Its main aims were for every child, whatever their background or circumstances to have the support they need, * Be healthy * Stay safe * Enjoy and achieve * Make a positive contribution * Achieve economic well-being The Every Child Matters act had been title of three government papers, and in 2004 lead to the Children Act. Which took the Every Child Matters act further and the government started to get more involved with the parents suggesting what their child should and shouldn’t eat and encouraged more physical activity, Education was now not only stopped at children parents were now being educated on the well-being of their child. Sure start programmes were opened giving support to families. In 2008 the DCSF (Department for Children, Schools and Families was replaced by the Department for Education after the change in government following the general election 2010. The Department has also come under criticism during the 2010 General Election, after it was revealed that the Department’s offices had a refit which included a â€Å"contemplation room† 0ther features include a grand glass and steel staircase and imported Italian designer furniture. The total cost of the refit was estimated to be three million pounds, at a time when the department needed to make two billion pounds of savings. With the election in May 2010, there has been some confusion. The election of the coalition conservative/ liberal some changes were made immediately as previous government plans were put on hold or reversed. The new government believe that the previous government was taking the power from parents , not only did this cost a lot of money it was controlling society tainting and shaping it , taking the role from a parent. The new  government now does not want to get involved in how a child should be brought up; it is a parent’s job. The government should go no further than education. The new government would now scrap the building schools for the future scheme, the last government over spent and money needs to be saved. A new secretary of state for education, Michael Gove MP believes the education system is a mess. Too many people are going to universities costing the government too much money. I am now coming to the end of my essay; the new government is still making changes to the education system and believes that the lab our party had let standards slip. The new government believes in traditional standards and is now scraping GCSEs in favors of a tougher exam. Overall I believe the secondary education will always be un- stable as new and traditional standards will come in and out of place. Many lessons have been learned and hopefully a better and fairer system will eventually come in place; however is this possible as labour and conservatives differ so much? The education system has come far since 1944 and the importance of the ‘Butler’ act still plays a part in the heart of the education system and many people should think of this as one of the biggest milestones in history.

Freud vs. Erickson on Human Development - 1761 Words

Freud vs. Erikson Erik Erikson and Sigmund Freud are well known within the field of psychology for their theories on human development. These two men acted both as scholars and psychoanalysts. Erikson was a psychologist and Freud a psychiatrist. Erik Erikson studied and taught Freudian theory in Vienna, where Freud once studied at the University and practiced as a psychiatrist. Erikson believed that Freud’s developmental stages had discrepancies. Freud believed that â€Å"our personality is shaped by the age of five† (Sharkey, 1997, para. 2). Erikson felt that our personalities are built and changed over the course of a lifetime. Both Erikson and Freud are amazing theorists and well respected by other theorists in the field of psychology. The frameworks of Freud’s Psychosexual Stages are broken down by age and consist of five stages. Along with the Psychosexual Stages, Freud developed a theory outlining personality development consisting of three components. Freud’s believed that a child experiences these Psychosexual Stages and if each stage is not completed a child will struggle with the stages that follow. Freud felt that human beings either have a mental disorder or was mentally healthy/normal. I have chosen Freud’s theories and viewpoints to be most interesting because I have a difficult time agreeing and find challenge in his works, that a child’s developmental psychology can be so black and white. Erikson’s framework of Psychosocial Stages differs from Freud’s because heShow MoreRelatedSigmund Freud And Ericksons Developmental Theories1262 Words   |  6 PagesA Comparison and Contrast of Freud and Erickson’s Developmental Theories The issue of human development has been a pertinent one within the human society. In this respect, there are several developmental theories that have been forwarded by some of the world’s most renowned psychologists. The two main psychoanalytic theories of concern are Sigmund Freud’s psychosexual theory and Erik Erikson’s psychosocial theory. Sigmund Freud was a supporter of Erikson’s psychosocial theory and thus his theoryRead MoreTheories Of Theories And Theories752 Words   |  4 Pagesthinker and they have develop numerous great theories and concepts. These theories place emphasis on our personality, behavior, and development. Over the years, they have showing to be very essential due to the fact that they help us have a deeper knowledge on the way we function, our lifestyle and why we behave the way we do. Psychodynamic model Initially, Sigmund Freud was the most influential thinker of his days and was known as the father of the Psychoanalytic theory. His theory was developed basedRead MoreDifference Between Freud vs. Erikson Essay1023 Words   |  5 PagesDifference between Freud vs. Erikson ENG 121 Difference between Freud vs. Erikson In this essay, I am going to compare and contrast two famous theorists Erik Erikson and Sigmund Freud. I will be talking about each of these theorists and their famous theories of psychosocial and psychosexual, since they both are well known development theories. I will provide enough information about both and explain the differences of each, as well. First off, Freud had inspired Erickson who had theories thatRead MoreLifespan Development : Cognitive, And Personal And Social Development1717 Words   |  7 PagesLifespan Development is the field of study that examines patterns, modes of growth, change, and stability in behavior that occur throughout the entire lifespan of an individual. There are so many things to keep in mind about Lifespan Psychology; 1. Lifespan Psychology is a scientific, developmental approach that focuses on human development. 2. Scientists who study the lifespan know that neither heredity nor environment alone can account for the full range of human development. 3. Development is a continuingRead MoreDevelopmental Theories and How They Relate to Real Life Scenarios1468 Words   |  4 PagesDevelopmental Theories There are many theories on how a human develops. Most babies follow a certain pattern of development but the controversy is which person s developmental pattern of development is correct? Erik Erickson, Sigmund Freud and Jean Piaget s developmental theories are similar. Each of the theories goes through a human s development chronologically, giving a guideline of when certain developments happen. For example when a child is supposed to walk or when a child is going to speakRead MoreThe Early Pioneers Of Development Theories With Modern Psychology Essay1931 Words   |  8 PagesSiegler W1 Assignment 3 Human Growth and Development PSY2022 SO2 Lisa Voorhees 11/05/2016 Freud, Erickson and Piaget are some of the early pioneers of development theories with modern psychology. Sigmund Freud is a Austrian neurologist who is known for his theories and techniques with psychoanalysis. Erick Erikson is a German who was born in America and was best known for developmental psychologist and psychoanalyst for his theory based on psychosocial development within humans. Jean Piaget came fromRead MoreErik Erickson s Theory Of Development1015 Words   |  5 PagesErik Erickson’s Theory of Development Erickson does not discuss psychosexual stages like Freud, but rather, psychosocial stages. There are eight different stages in this development theory, which may seem like a lot, but it delves deep into multiple stages and ages of life. Similar to Freud, he believes that a crisis happens at each stage of development, â€Å"these crises are of a psychosocial nature because they involve psychological needs of the individual (i.e. psycho) conflicting with the needsRead MoreSigmund Freud s Oedipus Complex ( Schultz Sydney P. 42 )3497 Words   |  14 Pagesclass, about psychology from the early days of Freud all the way to preset day. Growing up, Freud’s father was strict and authoritarian; Freud felt superior to his father by the age of 2. His mother was protective and loving towards him, which led Freud to feel a passionate, sexual attachment to her. This situation set the stage for his Oedipus complex (Schultz Sydney P. 42). Like this complex, most of Freud’s theories reflect his own childhood. Freud later described personality as being made upRead MoreSigmund Freud s Theory Of Human Development1712 Words   |  7 PagesCompared to Sigmund Freud s theory of human development, where he believed our personality is shaped around the age of five, Erik Erickson s (1902-1994) theory focuses on psychosocial development. That being said, psychosocial development is a theory made more specifically for children as they grow to adulthood based on what they ve seen and think from their parents, peers, and their upcoming experiences. He believed that a person s childhood is the important aspect in developing personalityRead More Theories of Development Essay1778 Words   |  8 PagesTheories of Development There are many branches of psychology. The field of human development is divided into five theory groups. The theory groups are Psychodynamic, Cognitive, Systems, Biological and Behavioral. Each theory group has many contributing theorists. Some theories overlap while others are independent. Often theories are credible whereas others cause skepticism. There are many contributors to the world of psychology with different views and beliefs about human development. Psychodynamic

Essay on Indian Givers - 969 Words

Indian Givers How the Indians of the Americas transformed the world By J. McIver Weatherford This paper tries to explain Jack Weatherfords Indian Givers by examining the history of the Native American connection to many agricultural products would not have been produced without the knowledge that Indians gave. Weatherford further stipulates that it is through these advances in agriculture that the United States has remained a strong contender in the global market, that without the influences of the Native Americans on the early settlers those early immigrants to America would not have survived. Through his work, Indian Givers: How Indians of the Americas Transformed the World, Weatherford brings an insight to a people that most†¦show more content†¦The drugs together with their improved agriculture made possible the population explosion of the last several centuries. They developed and refined a form of democracy that has been haphazardly and inadequately adopted in many parts of the world. They were the true colonizers of America who cut th e trails through the jungles and deserts, made the roads, and built the cities upon which modern America is based. America owes a debt to slavery that can never be repaid. Thats not to say it shouldnt be. At the very least, it should be acknowledged, validated, and honored with the respect that it deserves. Presents information and ideas that are too often overlooked in our day-to-day thinking about what we have, and where those things came from. Issues rose such as the American Indians contributions to the geopolitical influence of American silver and gold on the rest of the world. Questions from my youth are where did all of the Inca gold go to? Why is not Spain not a major world power? Why does it seem as though most foods are native to the Americas? These are questions that are avoided in popular history books, giving all of the stability of modern life to the credit of the civilized Europeans. Chapter 7, Liberty, Anarchism, and the Noble Savage was very subjectively and one-sidedly trying to glorify the Indian nature, Indian government and IndianShow MoreRelatedMinistry Needs For Pastors And Evangelists870 Words   |  4 Pagesbased in the hills of Ooty is burdened by the vision of Bibles for Bible-less homes. In the last 8 years the Lord has allowed them to share His word with over 125,000 families in 5500 villages. The Bible has been translated into twenty-six major Indian languages and this is remarkable but are these Bibles reaching Bible-less homes? One of the greatest investments for eternity that you can make is to gift a Bible to someone who has never held one in his life before! Here s where you can help: forRead More A Conformist Community on The Giver Essay example1752 Words   |  8 Pagesdifferent cultures. 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Life Giver, Child of the Water, and White Painted Women are forms of religious traditions and rituals. In his intriguing book, An Apache Life-Way, Morris Opler states how Apaches believe they live amongRead MoreCultural Values In Sibi And The Breast-Giver By Devi796 Words   |  4 PagesAnalyzing Sibi by Mahabharata and The Breast-Giver by Devi and its contexts allow the audience to pinpoint similar principles and values, despite obvious story telling difference. In the story Sibi, the king sacrifices himself in order to keep peace because of the reoccurring selflessness as he cares or his kingdom and all the living things in it. In a similar fashion, in The Breast-Giver, Jashoda ends up giving her life away in order to serve as a mother to many people. Both stories overlap theRead MoreMarcel Mausss Indian Gift1548 Words   |  7 PagesArchaic Societies, (1925) Marcel Mauss’ ethnographic book, presents the necessity of reciprocation through analysing the gift giving practic es of the Maori and the Kwakiutl. Jonathan Parry revisits Mauss’ theory in his essay, â€Å"The Gift, the Indian Gift and the ‘Indian Gift’,† (1986) addressing its connection as well as contradiction to the Hindu law of gift giving. Ultimately, Mauss and Parry propose differing perspectives on the obligation to reciprocate when given a gift. Their opposing conclusions

Emotion to the Screen with Composition and Shot Variation...

Translating Emotion to the Screen with Composition and Shot Variation In A Raisin in the Sun Filmmaking and cinematography are art forms completely open to interpretation in a myriad ways: frame composition, lighting, casting, camera angles, shot length, etc. The truly talented filmmaker employs every tool available to make a film communicate to the viewer on different levels, including social and emotional. When a filmmaker chooses to undertake an adaptation of a literary classic, the choices become somewhat more limited. In order to be true to the integrity of the piece of literature, the artistic team making the adaptation must be careful to communicate what is believed was intended by the writer. When the literature being adapted is†¦show more content†¦Obvious even to the first-time and recreational reader or audience member, A Raisin in the Suns familial relationships play an integral role to the plot and overall tone of the play. In order to translate to the screen the importance of the emotions shared in the family, the filmmaking team working on the movie h ad to develop a system of shots and compositions that would imply the relationships visually in order to support the already emotional dialogue of the play. A number of very important scenes occur in the play, which are emphasized in the film by using these technical cinematic methods. The first good example of emotion translated through frame composition is that in which Mama reveals the purchase of the house in Clybourne Park, occurring in Act Two, Scene One of the play. This scene is pivotal in the course of the narrative. Walter Lees dream of opening his own liquor store seems truly killed during this scene, yet the dream so important to Mama and Ruth is simultaneously being fulfilled. The range of emotions present during the scene is wide. Walter feels anger, resentment, and hopelessness, while Mama and Ruth feel joy, relief, and satisfaction. Coupled with the womens joy, however, is the fear of what Walter may say or do in his disappointment. Present also is the nervousness Mama experiences when revealing that their new home is located in a whiteShow MoreRelatedDeveloping Management Skills404131 Words   |  1617 PagesVisual Research Permissions: Karen Sanatar Manager Central Design: Jayne Conte Cover Art: Getty Images, Inc. Cover Design: Suzanne Duda Lead Media Project Manager: Denise Vaughn Full-Service Project Management: Sharon Anderson/BookMasters, Inc. Composition: Integra Software Services Printer/Binder: Edwards Brothers Cover Printer: Coral Graphics Text Font: 10/12 Weidemann-Book Credits and acknowledgments borrowed from other sources and reproduced, with permission, in this textbook appear on appropriateRead MoreMarketing Management 14th Edition Test Bank Kotler Test Bank173911 Words   |  696 Pagesskilled in stimulating demand for a companys products. Just as production and logistics professionals are responsible for supply management, marketers are responsible for demand management. Marketing managers seek to influence the level, timing, and composition of demand to meet the organizations objectives. List and briefly characterize the eight different demand states. Answer: The eight different demand states are (1) negative demand—consumers dislike the product and may even pay a price to avoidRead MoreBrand Building Blocks96400 Words   |  386 PagesBrand Image One of the advantages of a well-known and well-liked brand is that consumers form expectations over time concerning its performance. Similarly, with an extension, consumers can make inferences and form expectations as to the likely composition and performance of a new product based on what they already know about the brand itself and the extent to which they feel this information is relevant to the new product These inferences may improve the strength, favorability, and uniqueness of

Advertising Theory and Practice Of Ford Motor Company - Samples

Question: Discuss about the Advertising Theory and Practice Ford Motor Company: Tough is not Enough. Answer: Introduction Instrategic management of a business organisation there are fundamentally four Ps in the marketing mix is used as a guideline to develop an operational framework for the company. These four Ps are: price, product, place and promotion. Therefore, it can be said that promotion is one of the key elements in the success of a business enterprise. Business organisations send a lot of investment on the promotional aspect of the product or services in order to increase the profitability and the sales of the business (Khan 2014). Promotional mix is the way of communication for the organisation with the end customers, with the help of the strategies developed in this department an enterprise reaches out to the end customers in order to not only communicate but also develop a valuable relationship. Promotional mix includes: public relation, advertising, sales promotion direct marketing, digital marketing and personal selling (Kumar Patra 2017). These can be further subdivided in several categor ies depending on the type of medium used or the kind of promotion that is being done. In this report the campaign of Ford motors taking over the market is discussed. With the help of Integrated Marketing Communication and strategic communication the organisation gained an edge over the competition in the market (Haughton et al. 2015). About the company and background of the case study Ford is an American multinational organisation that manufactures automobiles. The company was established in the 1903 and has over the years gained good reputation and goodwill from the market as well as the customers (Corporate.ford.com, 2018). The subject that is going to be discussed in the report is regarding the strategy the company had undertaken in 2013 to become the market leader in 5 years in the 4x4 pick-up truck/Ute market. In the Australian market Toyota HiLux was a tough competitor and one of the major threat to Ford as the popularity of the vehicle was immense. Ford was up for challenge as the vehicle that the company was launching was not only facing a tough competition it was also going to face challenges due to the higher price. The company had gained a lot of good reputation in the personal vehicle segment but this was a big step hence themanagement has a strategic communication planned to deal with the competition. Integrated Marketing Communication IMC is the process by which a business organisation effectively incorporates the resources in order to connect all the medium of communication so that the outcome of the process yields maximum profitability to the organisation. All the promotional tools that have been mentioned above are used strategically in order to ensure the desired outcome of the process. Business organisations incorporate IMC in the marketing strategies in order to build brand images emphasis and add depth to the messages they want to send to the consumers as well as ensure that the target market is communicated properly without a gap (Mazzei 2014). A gap in the communication process is one of the significant barriers in the process of marketing. There are four stages of IMC: strategic communication and marketing, understanding the scope of the medium, application of technology andfinancial management of the decisions. In the case, the Toyota Hilux had formed an image of commercial vehicles which was hard to in filtrate, the company focused on the promoting the image of a commercial vehicle being related to toughness, durability etc (Shkurupskaya and Litovchenko 2016). Ford used one of the most important tools in marketing i.e. market research. In order to get insight of the target market, it was found that the behavioural and physiographic stereotyping regarding the target market was wrong not only that it was also discovered that the target market was also not pleased with the image companies had regarding their image (Grigorescu and Lupu 2015). Role of media planning in IMC The promotional mix constitutes of several tools which can be implemented by an organisation to ensure the communication process leaves no gap. This tool that has been mentioned above have the various segments for example: advertising can be divided according to the medium that is being used. Print medium like magazine, newspaper and pamphlets, on the other hand, there broadcast medium like radio and television advertising have its own set of advantages and disadvantages (Haughton et al. 2015). Media planning helps the organisation analyze the effectiveness of the medium with respect to the target market and the budget of the organisation. Here are some of the steps that are followed while deciding the media that has to be incorporated in the promotional mix of the product or service. First the objectives have to be set, then the strategy to proceed in order to achieve these strategies, selection of the group of promotion along with selecting the particular media lastly the significa nce of the medium chosen must be established in order to ensure maximum output. Some of the aspects that should be kept in mind are: target market, compatibility of the message with media and the process of selection (Grigorescu and Lupu 2015). Ford with the help of research grabbed the opportunity to cater to the requirements of the new target of the market that was discovered. The company largely used broadcast media to change the outlook as well as the image of the target market. Analysis of the Ford campaign The objective of the campaign is that was set by the organisation were in twofold: Primary objective: To increase the growth of the Ford Ranger two times, in achieving this objective it would mean gaining an edge over the competition To boost the profitability by increasing the revenue as well as boosting the average retail price Secondary objective: To use advertisement to boost the awareness regarding the vehicle To develop a brand image for the vehicle To gather online traffic in the and searches about Rangers on com.au It is difficult to enter a market that has stiff competition, becoming the market leader is a matter that can be disused later, Ford while entering the Australian commercial vehicle market was aware of the macro business environment. In order to combat the situation the organisation took several strategic marketing steps. The motive behind of the campaign was to break the idea that the being rough and tough is the only attribute required for a truck; it is much more than just being tough (Shkurupskaya and Litovchenko 2016). The company not only focused on the strengths of the company it also concentrated on the gaps that was created by the completion. The first strategy that the company had undertaken was to break the stereotype surrounding the target market. As discussed the use of market research had helped recognize the gap in the target audience and the agitation among them regarding the brainless stereotype. The organisation found that the target market are men and women who are successful accomplishers in life who have understanding and knowledge this was most of the times misinterpreted by the ruggedness of the image by automobile companies while setting the target market. Ford in the next strategy grabbed the opportunity of catering to the new found target market. Critics awarded the vehicle which helped the vehicle gain goodwill among the new identified market. The company placed the vehicle with a new outlook towards a truck it was not supposed to be any other old truck, the performance and the features in the vehicles were all top notch and it was not anything like a traditional truck it was positioned as a new commercial vehicle catering to the requirement of the people who are beyond brawn. Placing the vehicle as a smarter alternative was the next strategic move of the marketing team. Smart engineering, intelligent features and cutting edge technology for consumers who are smart and ahead of being brawn were implemented in this campaign. The image of the Ranger was like an advanced mechanism in the ute buyer market (Haughton et al. 2015). Traditional media used in the campaign by ford Some of the traditional medium of advertising is the radio, newspaper, magazine, television etc. According to the target market and also the budget of the organisation the medium is selected. In 2014, Ford opted to advertise the new smarter version of the truck they had created in television. Examples of real life ranger drivers were taken and used to advertise the diverse features of the vehicle. The advertisement had followed the model of AIDA (Attention, interest, desire and action) to create awareness among the target market regarding the role of a truck and how it is helping a the driver get to his workplace (Grigorescu and Lupu 2015). The driver of the vehicle on the other hand are people who are not from the blue collar segment rather one of them is an aquatic ecologist and the other individual in this series was a trail designer (Woo et al. 2015). The Advertisement made sure that the profession of the drivers along with the utility of the truck is the focal point of the message. The visuals used in these advertisements are empowering and encouraging, the narration in the 30 sec ad film added to the communication process and gave extra information regarding the person as well as the vehicle. These commercials were aired in national television which is one of the most common platforms for any automobile advertisement (Shkurupskaya and Litovchenko 2016). Some of the advantages of using traditional media like television for advertising the product or services are: As television is an audiovisual medium it has a stronger impact than any other traditional medium, in order to change a set of perception it is important for the stories of the two individuals to reach out to the audience so that they can comprehend with the situation in a improved way and also adds to the credibility of the vehicle in terms with the claims that the comp any is making. The Ad film that has been created has performance and human approach towards the product and the image of the driver. Another advantage of advertising in this medium is using the popularity of the medium to reach out to the target market and also it is a medium that has a large coverage (Roberts 2013). Online media used in the campaign by Ford Digital media or online media is the contemporary addition to the promotional mix. With the advancement of technology and the increased usage of internet among the common people digital media has quickly gained importance in the promotional mix of a product or service (Baltes 2015). The reach and coverage of online media is beyond the geographical boundaries another significant strength of the digital platform is that the company can easily get feedbacks from the customers which helps the company build the fundaments of a valuable relationship with the customers. In the next campaign Ford has used this platform to deliver the message to the target market (Jackson and Ahuja 2016). The point of initiation of this campaign is also based on a research which revealed that the customers had lot of queries regarding the products which remain unanswered. The new information that was gathered was transformed in to content for the series called the science of truck (Ford.com.au 2018). In the series set of questions were answered by the ford engineers which in turn focused on the smart science and technology that was involved in making of the Ranger truck, this ensured that the message of reassuring the that this vehicle is much more than just an old truck that is strong, it is rather an ergonomic instrument that fits in the utility of the consumer. The content was generated for an audience that was looking for answers hence the process gained popularity instantly (Seyyed Amiri et al. 2017). The company used social media platforms like Facebook and YouTube along with other digital medium like popular automobile websites to launch the trailer. The science of truck page i n the official website of Ford Australia. This campaign links with the objective of increasing the traffic of the official website of the company in the Ranger page as well. This camping not only fulfils one objective it also ensures that the gap in communication that was created by other competitors regarding the reputation of the driver and a truck being a bulky vehicle was changed (Dahl et al. 2015). Strategic and information driven content was developed as trailer for the show which was circulated in the digital platform that has been discussed above, by targeting specific audience with the help of searches and content usually viewed by the people. Ford developed content in this series keeping up with the queries by the target audience which made it easier for the company to grab the attention; this also increased the reliability of the product. Digital media has offered business organization with a plethora of opportunity to not only communicate but also interact with the end customers. Instant feedback and immediate reaction to an idea can help the business in a significant way (Dahl et al. 2015). Conclusion It can be concluded from the above discussion that even with tough competition and traditional target market companies can enter a market and gain edge over the competition with the help of an advanced product which recognizes the requirement of the customers and a good promotional mix support. It can be said that in the two Ford campaigns that has been discussed, market research plays a key role. The identification of the gap in target market as well as the lack in knowledge was discovered with the help of research. Important contrast in traditional and online media has been gathered that the process of gathering feedback ensures a complete cycle of communication; this process is rapid and quick in online advertising than in traditional medium. This gives digital media a great advantage over traditional media. References: Baltes, L.P. 2015, "Content marketing - the fundamental tool of digital marketing",Bulletin of the Transilvania University of Brasov.Economic Sciences.Series V,vol. 8, no. 2, pp. 111-118. Corporate.ford.com 2018.About Ford. [online] corporate.ford.com. Available at: https://corporate.ford.com/company.html?gnav=footer-aboutford [Accessed 4 Feb. 2018]. Dahl, S., Eagle, L. and Low, D. 2015, "Integrated marketing communications and social marketing",Journal of Social Marketing,vol. 5, no. 3, pp. 226-240. Ford.com.au 2018.The Science of Truck. [online] ford.com.au. Available at: https://www.ford.com.au/commercial/ranger/science-of-truck/ [Accessed 4 Feb. 2018]. Grigorescu, A. and Lupu, M. 2015, "Integrated Communication as Strategic Communication",Revista deManagement Comparat International,vol. 16, no. 4, pp. 479-490. Haughton, D., Hua, G., Jin, D., Lin, J., Wei, Q. and Zhang, C. 2015, "Optimization of the promotion mix in the healthcare industry",International Journal of Pharmaceutical and Healthcare Marketing,vol. 9, no. 4, pp. 289-305. Jackson, G. and Ahuja, V. 2016, "Dawn of the digital age and the evolution of the marketing mix",Journal of Direct, Data and Digital Marketing Practice,vol. 17, no. 3, pp. 170-186. Khan, M.T. 2014, "The Concept of 'Marketing Mix' and its Elements (A Conceptual Review Paper)",International Journal of Information, Business and Management,vol. 6, no. 2, pp. 95-107. Kumar, S. and Patra, S. 2017, "DOES PROMOTION MIX REALLY HELP TO ENHANCE BRAND EQUITY: A LITERATURE REVIEW",Indian Journal of Commerce and Management Studies,vol. 8, no. 2, pp. 80-86. Mazzei, A. 2014, "A multidisciplinary approach for a new understanding of corporate communication",Corporate Communications,vol. 19, no. 2, pp. 216-230. Roberts, C. 2013, "A Functional Analysis Comparison of Web-Only Advertisements and Traditional Television Advertisements from the 2004 and 2008 Presidential Campaigns",Journalism and Mass Communication Quarterly,vol. 90, no. 1, pp. 23-38. Seyyed Amiri, N., Dastourian, B., Foroudi, P. and Nankali, A. 2017, "Information technology directors' efforts on innovation, integrated marketing communications and brand equity",The Bottom Line,vol. 30, no. 4, pp. 297-309. Shkurupskaya, I.A. and Litovchenko, I.L. 2016, "Investigation of the influence of consumer behavior on the formation of integrated marketing communications",St.Petersburg State Polytechnical University Journal.Economics,, no. 5. Woo, J., Ahn, J., Lee, J. and Koo, Y. 2015, "Media channels and consumer purchasing decisions",Industrial Management Data Systems,vol. 115, no. 8, pp. 1510-1528.