Visual Puffery in Fragrance Ads

Rollins College Rollins Scholarship Online Faculty Publications 1-1-2012 A study of visual puffery in fragrance advertising: Is the message sent stronger than the actual scent? Mark Toncar Youngstown State University Marc Fetscherin Rollins College, [email  protected] edu Published In Mark Toncar, Marc Fetscherin, (2012) â€Å"A study of visual puffery in fragrance advertising: Is the message sent stronger than the actual scent? â€Å", European Journal of Marketing, Vol. 46 Iss: 1/2, pp. 52 – 72This Article is brought to you for free and open access by Rollins Scholarship Online. It has been accepted for inclusion in Faculty Publications by an authorized administrator of Rollins Scholarship Online. For more information, please contact [email  protected] edu. A Study of Visual Puffery in Fragrance Advertising Is the message sent stronger than the actual scent? Abstract Purpose – This paper investigates visual exaggerations of fragrance advertisements by comparing subjects’ expectations resulting from print ads to their subsequent product evaluations.It then considers whether the actual scents fall short, meet or exceed these expectations. Design/methodology/approach – By means of a semiotic analysis we capture the corresponding literary attributes of the ads to develop adjective pairs describing the meaning of the ads. Interviews are conducted to assess the meaning that consumers draw from the fragrance ads and we supplement these findings by performing a blind olfactory product evaluation of the fragrances. Paired sample t-tests are used to compare ubjects’ ad expectations to their subsequent product evaluation of the actual scent. Findings – Our results show that the visual cues and imagery in the fragrance ads appear, under certain conditions, to result in product expectations that exceed actual product evaluations, suggesting the existence of visual puffery. We also found that the more abstract descriptors of the ad resulted in significantly higher expectations, while the more concrete descriptors resulted in significantly lower expectations than the actual product evaluation.Research limitations/implications – A small sample size of homogenous consumers limits the generalizability of the results. No measures of attitude effectiveness were taken. Practical implications – Visual puffery may be effective and help marketers, even in countries where verbal puffery is illegal, to use another means to reach consumers. Originality/value – This paper investigates an under-researched area in advertising.A multimethod approach and primary data are used to assess subjects’ ad expectations of a fragrance and the actual product evaluation and demonstrates the existence of visual puffery. Keywords Puffery, Advertising, Fragrance, Perfume Paper type Research Paper 1. Introduction Consumer research in advertising has a long history of investigating how the structure of a pers uasive message can influence its effectiveness (Belch and Belch, 2009).One useful way to classify previous research is that which pertains to the verbal aspects of the message, the visual aspects, or research that considers both verbal and visual cues (Stern, 1996; McQuarrie and Mick, 2003a; Stathakopoulos, 2008). Illustrative of the research focusing on verbal cues includes studies focusing on order of presentation of product claims (Kamins and Marks, 1987; Krugman, 1962), whether to include or omit conclusions (Chance, 1975; Kardes, 1988) and the effectiveness of one-sided versus twosided messages (Eisend, 2006; Belch, 1983; Sawyer, 1973).More recently, researchers have begun to focus on the effects of the visual components of advertising such as visual hyperbole (Callister and Stern, 2007) and visual metaphor (McQuarrie and Phillips, 2005) recognizing that both the verbal and visual information presented in an ad can influence the way an advertising message is processed and perce ived (Oliver, 1979; Mitchell, 1986; Edell and Staelin, 1983; Hirschmann, 1986; Smith, 1991; Stern, 1996; Scott and Batra, 2003; McQuarrie and Mick, 2003a; Stathakopoulos et. al 2008).Research addressing deceptive advertising practices has generally focused on the verbal aspects of product claims, and has not often assessed the role that visuals can play in communicating deceptive, misleading or inaccurate information. This is especially true regarding investigations of puffery in advertising. The purpose of this paper is to introduce and discuss the concept of visual puffery, and to examine whether exaggerated and unsubstantiated product claims can be communicated to consumers using visual imagery.Specifically, the objectives of this research are twofold; first, to examine how advertisers are using visual appeals to generate sensory expectations by consumers. Second, we explore the relationship between the sensory expectations that are created in the minds of consumers by the advert isements and consumers’ subsequent product evaluation. In so doing, we seek to identify and measure the extent to which viewers’ expectations developed in response to an ad differ from their subsequent evaluation of the actual product in the ad and whether visual puffery exists. . Literature Review 2. 1. Visuals in Advertising Historically, advertising research has been dominated by investigations that focused on the verbal content of advertisements. With regard to magazine advertising, this has generally referred to investigations involving the headlines and body copy and investigating how specific linguistic elements affect the processing of advertising information.Illustrative of these studies are the works of Leigh (1994), who investigated the use of figures of speech in magazine headlines, McQuarrie and Mick (1996) who examined the use of figures of speech in advertising language, Djafarova (2008) who investigated the use of puns in advertising, and Mothersbaugh, Huhmann and Franke (2002) who explored the effects of rhetorical figures on consumers’ processing effort and focus.Visual elements of advertisements, such as pictures or symbols are also an important component of many advertisements, and the role of imagery in shaping consumer response and behavior has only recently begun to receive the same degree and sophistication of research attention as the verbal elements in advertising (McQuarrie and Mick, 1999; Fetscherin and Toncar, 2009). The importance of visual imagery in advertising has been ecognized since the 1970s when Rossiter and Percy (1978; 1980; 1981) proposed the visual and verbal loop theory which showed â€Å"that visual content in advertising is just as capable of increasing the consumer’s product attitude as is verbal content† (Rossiter and Percy, 1980, p. 15). Since then it has become clear that visual elements can be effective tactics to achieve a range of advertising objectives, including belief acce ptance and change (Miniard et al. , 1991; Mitchell and Olson 1981; Peracchio and Meyers-Levy 1994) and memory (Childers and Houston, 1984).Messaris (1997) discusses in his book that magazine ads, and other forms of advertising, often convey meanings that cannot be expressed as well, or at all, through words. As the book title suggests, â€Å"Visual persuasionâ€Å" is an exploration of these unique aspects of advertising. Using a range of methodologies, illustrative research on the topic includes investigating the effects of visual hyperbole (Callister and Stern, 2007) and visual metaphor (McQuarrie and Phillips, 2005), ethical issues that arise from visual representations in advertising (Borgerson and Schroeder, 2002), the visual imagery and epresentation of the male body in advertising (Schroeder and Zwick, 2004), and using interpretive methodologies from art and literary criticism to explore the meanings in advertising imagery (Stern and Schroeder, 1994) to mention only a few. A more recent trend is to build upon theories of verbal rhetoric to understand the effects of visuals in advertising (Scott, 1994; McQuarrie and Mick, 1999; van Enschot, Hoeken and van Mulken, 2008; Stathakopoulos, Theodorakis and Mastoridou, 2008; Phillips and McQuarrie, 2004).The growing consensus, regardless of the methodological tool used, is that visual imagery is a nearly ubiquitous and powerful influence in advertising. In sum, there are several theories which model the way visual elements in advertising affect consumer response including classical conditioning (Rossiter and Percy, 1978; Shimp et al. , 1991), the visual and verbal loop theory (Hansen, 1981; Rossiter and Percy, 1980), the attitude towards the ad or affect-transfer theory (Mitchell, 1986; Shimp 1981), information processing theory (MacInnis and Price, 1987), and the elaboration-likelihood model (ELM) (Petty et al. 1983) which demonstrated both central and peripheral routes to persuasion. Vaughn (1986) developed the FCB grid as a framework for developing creative advertising strategies and this has been extended further by Rossiter et al. (1991) who created the Rossiter-Percy grid (Mortimer, 2002). As Scott (1994, p. 256) noted, these theories â€Å"have been investigated in overlapping ways, which makes it difficult to stipulate distinct theoretical boundaries†. Moreover, Scott (1994, p. 258) suggests that â€Å"a second area of research can be characterized by a broad methodological orientation rather than by a unified theory†.In fact, there are different interpretative theories and approaches to analyze visual elements of advertising (McQuarrie and Mick, 1999). The four most common are the following. First, the archival tradition is perhaps the oldest one whereby large samples of advertisements are gathered and content analysis is used to examine the frequency with which various types of visual elements appear (Harris and Attour, 2003; Seitz, 1998; Scott, 1994). Second, th e experimental tradition systematically varies either the presence or absence of pictures per se (McQuarrie and Mick, 1999).The third is the readerresponse approach which seeks to uncover the meanings that consumers draw from the ads (Mick and Buhl, 1992; Scott, 1994). Extended interviews are used to understand the rich and complex interplay between elements of the ad and consumer perception. Finally, the text-interpretive approach draws on rhetorical and semiotic theories to provide a systematic and nuanced analysis of the individual elements that make up the ad (Scott, 1994; McQuarrie and Mick, 1999).A few studies (Corbett, 1990; McQuarrie and Mick, 1999; Morgan and Reichert, 1999; McQuarrie and Mick, 2003a; McQuarrie and Phillips, 2005) have used visual rhetoric analysis, an interpretative theory, in advertising research. Phillips and McQuarrie (2002) show that metaphors and hyperbole, which are figurative expressions that involve intentionally exaggerated statements (visual or v erbal), appear in 17. 3% of advertisement pictures and 44% of headlines and have increased steadily since the 1960s. More recently, Callister and Stern (2007) looked at the use of visual hyperbole as an intriguing form of exaggeration in advertising.To do so they focused on the description of the rhetorical figures present in ads. Like rhetoric analysis, semiotic analysis can also be used by the researcher to assess the effects of images and symbols. Both, rhetoric and semiotics are text-centered approaches (McQuarrie and Mick, 2002). As such, â€Å"they make relatively simple and straightforward assumptions about the human system, concentrating instead on the development of elaborated structures that can be used to differentiate types of visual content in advertisements† (McQuarrie and Mick, 2003b, p. 192).The current study assesses visuals in advertising using two approaches. First, we use a text-interpretive approach by means of semiotic analysis (ad system) to identify, c apture and to generate the corresponding literary attributes that describe the most prevalent signs within the visual message. Second, using a reader-response approach, we conduct personal interviews to learn the meanings that consumers draw from the ads and take the perspective of a human system. We supplement these findings by performing a blind olfactory evaluation of the fragrances. 2. 2.Puffery in Advertising The concept and use of verbal puffery in advertising has been extensively researched in the past few decades. It is widely understood to refer to exaggerated or unsubstantiated advertising claims. The Federal Trade Commission (FTC) defines puffery as a â€Å"term frequently used to denote the exaggerations reasonably to be expected of a seller as to the degree of quality of his product, the truth or falsity of which cannot be precisely determined† (DeFrancis, 2004, p. 10). Illustrative of the extensive research on the topic are the early works of Preston (1967), Pre ston and Scharbach (1971), and Richards (1990) among others.For example Preston (1996) and Richards (1990) investigate the role of puffery as it relates to deception and consider whether puffery constitutes deceptive advertising. Puffed claims, while obviously untrue, are typically not considered deceptive because, by definition of the FTC, puffed claims are subjective claims that no reasonable person would take to be literally true. While the FTC has taken the position that puffery is not deceptive because it does not work, empirical research has not generally supported this (Kamins and Marks, 1987).Moreover, and as Haan and Berkey (2002) argue â€Å"if puffery does not work, salespeople and advertisers would not use it† (p. 245). Some researcher demonstrated that under certain conditions consumers believe exaggerated claims (Cunningham and Cunningham, 1977; Rotfeld and Rotzoll, 1980; Rotfeld and Preston, 1981; Olson and Dover, 1978; Kamins and Marks, 1987; Wyckham, 1987; Ha an and Berkey, 2002; Cowley, 2006) while others shows that while consumers are able to identify an exaggerated claim, the evaluation of the brand was still more positive when puffed claims were used (Cowley, 2006).Still other research suggests exaggerated claims can produce negative effects (Vanden Bergh and Reid, 1980b). Studies have looked at the effects of puffery on product attitude and purchase intentions (Kamins and Marks, 1987), or considered the use of puffery in ads for specific product categories such as ball point pens (Kamins and Marks, 1987, Vanden Bergh and Reid, 1980b) or automobiles (Vanden Bergh and Reid, 1980a; Vanden Bergh et al. , 1983) for example.In addition, there is ample evidence that verbal puffery influences pre-purchase (Oliver, 1979) as well as post-trial product evaluations (Olshavsky and Miller, 1972; Anderson, 1973; Kamins, 1985; Olson and Dover, 1978; Oliver, 1979). In sum, theses studies suggest that verbal puffery enhances pre and post-trial produc t ratings relative to trial alone and that, in certain conditions, this effect increases as the puffery becomes more exaggerated (Kamins and Marks, 1987). This last observation brings up an interesting issue regarding the effectiveness of different degrees of puffery.Preston (1996, 1998) introduced six categories of verbal puffery, based upon the strength of the assertion made in the puffed claim. He named the categories â€Å"best†, â€Å"best possible†, â€Å"better†, â€Å"specially good†, and â€Å"subjective qualities†. Haan and Berkey (2002) investigated the believability of each of the six forms of puffery and found that in all but one category, â€Å"consumers do not strongly believe or disbelieve puffed statements† (Haan and Berkey, 2002, p. 251). They concluded their findings were generally onsistent with Beltramini and Evans (1985) who suggested the consumers are â€Å"tired of overused techniques in advertising and, as a result, see little difference in the believability from one advertisement to the next† (Haan and Berkey, 2002, p. 251). A careful inspection of Haan and Berkey’s (2002) results yields an interesting observation. The only category of puffery that affected subjects’ beliefs was the subjective claim category, which, according to Preston (1996), represents the weakest form of puffery. While he other five types of puffery all involve the use of verbal superlatives and exaggeration, the subjective claim puff is one which makes a subjective assertion about the product with no implicit or explicit reference to the product. This suggests that advertisers of consumer products, who rely heavily on subjective claims, as is the case for fragrances, should be wary of delivering these claims using verbal puffery. Furthermore, and as stated by Haan and Berkey (2002), consumers’ beliefs about an advertisement are related to factors other than the verbal puffed claims made about t he product.This is important for our study as we argue that this could encourage advertisers to communicate claims about subjective product benefits by using visual rather than verbal puffery. 2. 3. Personal Fragrance Advertising Fragrance advertising represents a significant portion of ad pages and spending, estimated to be in the billions of dollars. Print advertising of fragrances poses additional challenges compared to many other products for the following three main reasons. First, fragrances have no significant functional benefit and are very intimate purchases where preferences are personal (Busch, 2003).Since odors stimulate the part of the brain responsible for emotional responses, olfaction represents a different path to the consumer than is afforded by other types of cues (Ellen and Bone, 1998). According to Kirk-Smith and Booth (1987), the emotional response generated by a scent depends on â€Å"the complex meaning of previous social experience with odors† (p. 159 ). The emotional aspect of odors may therefore influence a consumer’s attitude and motivation to purchase through the associations it evokes.Second, because perfume, like many other products and services, is not purchased based upon the functional benefits they provide, advertising a perfume represents a special challenge for marketers because they cannot sell their product based solely on its features. Instead, fragrance marketers speak to people’s fantasies, and attempt to create a sensual â€Å"mood† using a variety of visual and verbal tactics, including metaphors and other figures of speech as well as a broad range of visual symbols that can often best be understood using a semiotic analysis approach (Toncar and Munch, 2001). Third, it is difficult to ommunicate a taste, or in our case a scent in a print ad. This is compounded by the fact that the actual scent of a perfume is only one of a number of salient cues that affect product purchase, many of which a re introduced and communicated in the ads. The ad can depict a photograph of the bottle, might include a scent strip in magazine advertising, making a nebulous product a bit more substantive, or use a variety of rhetorical techniques to tap into the human capacity for multi-sensory perception and provoke the consumer to actually envision the scent based on coded images and signs embedded within the print advertisement.In this regard, much fragrance advertising can have transformational effects. Transformational advertising (Wells, 1980) is effective by â€Å"developing associations with the brand use experience that transforms that experience into something different than it would be in the absence of the advertising† †¦ â€Å"transformational advertising creates, alters, or intensifies feelings† (Aaker and Stayman, 1992, p. 239) and attempts to move the consumer emotionally to a point of greater product acceptance (Cutler et al. 2000). In that respect, transforma tional advertising enhance mostly hedonic and symbolic benefits but does not appear to affect evaluations of functional benefits (Naylor et al. , 2008). Drawing on biology, psychology, and rhetorical techniques, print advertisements for fragrances are generally quite artistic. For this reason, the text interpretative analysis of the semiotic relations among key elements of the ad is a suitable approach to gain insights about the messages being conveyed in the ads.Busch (2003) explains that the human senses do not work independently, but in tandem to influence desires, decisions, and emotional responses and this feature of human perception suggests that fragrance advertising using linguistic and visual cues actually has the power to affect consumer expectations and convey the scent of the advertised fragrance. Ellen and Bone (1998) showed that the addition of a more congruent scratch-and-sniff panel to a fragrance advertisement improves attitude toward the ad or the brand.Lambiase an d Reichert (2003) used rhetorical analysis to explore sexually oriented appeals in fragrance advertisements. Moriarty (2006) showed how semiotics can be used in advertising to create meaning that does not naturally exist and Clare (1998) demonstrated the usefulness of semiotic analysis for men’s fragrance advertising and showed that signs or cues in the ad provide a favorable image of the product. Studies from the Advertising Educational Foundation (2006) as well as Ellen and Bone (1998) discuss the growing emphasis on olfactory cues for differentiation in modern advertising. 3.Methodology The objectives of this paper are to investigate: (1) how fragrance advertisers are using visual appeals to generate sensory product expectations and (2) the relationship between the product expectations resulting from the ad and the corresponding product evaluations. This task is somewhat complicated by the subjective nature of the meanings generated by the visuals in the ad as well as the scent of a fragrance. To address this issue, we will use the same set of literary attributes when assessing and comparing viewers’ product expectations based on an ad with their subsequent product evaluation of the fragrance.The extent to which consumer expectations based on the ad exceed their subsequent product evaluations can be viewed as a form of visual exaggeration, or perhaps visual puffery. This basic rationale, that puffery may be conceptualized and even quantified as the extent to which expectations of a product arising from an ad exceed subsequent product evaluations seems reasonable. A similar approach has been used in other studies, including McQuarrie and Mick (1999). Visual claims that, if believed, result in expectations on the part of viewers that exceed the capabilities of the product fit the accepted definition of puffery.As mentioned previously, in this study we assess visual puffery in magazine advertising using a multi-method approach. First, we use a te xt-interpretative approach by means of a semiotic analysis to identify, capture and to generate the corresponding literary attributes that describe the most prevalent signs within the visual message (ad system). This gives us the descriptors of product attributes and therefore the literary attributes to be evaluated and on which visual puffery was assessed. Second, we use a reader-response approach by means of personal interviews to assess the meaning that consumers draw from the ads (human system).In addition, these findings are supplemented with an actual product test by means of a blind olfactory evaluation of the fragrance. This multi-method approach builds on previous studies to show the value of this approach for consumer research (McQuarrie and Mick, 1999). 3. 1 Semiotic Analysis The literary attributes were developed using a semiotic analysis of the three ads chosen. Semiotic analysis can be used to decode the meaning of advertisements. It is an approach that seeks to interp ret messages in terms of their signs and patterns of symbolism (Moriarty, 1995).Everything in an advertisement, such as the model’s hair and clothing, the ad’s color palate, the lighting and the objects featured in the advertisement, functions as a signifier of something else. All forms of semiotic analysis consider each aspect of the ad in question to be important for the generation of meaning. Semiotic analysis begins with the listing of all of the signs, structures, and codes embedded within the text (Lawes, 2002). Another important part of semiotic analysis involves looking at contrasts and implied contradictions.The structural methods employed by many semioticians involve the study of paradigms as binary or polar oppositions (Chandler, 2001), and there are many contrasting pairs that can be recognized in advertisements. Male/female appears to be the most central opposition, since male and female sexuality is connoted from their pairing in the advertisements. The o bjective of an advertisement, for example, could be to bring male and female together through the use of the product by the woman to attract the male. The subsequent â€Å"power† the woman has over the man, or vice-versa, leads us to the next noticeable opposition; dominant/subordinate.The woman can dominate the subordinate man, or the opposite may occur. Black/white and mind/body are also binary oppositions; the text or background is presented in black and white. And of course, the reverse may also be true. The researchers used a semiotic analysis of the three ads and the following attribute-adjectives pairs were generated that describe the range of meanings of the three selected ads. These are â€Å"adjective pairs† and not â€Å"polar opposites† in the literary sense and are meant to be, to some degree, synonyms rather than antonyms, describing similar, not opposite aspects of the ads.The selected pairs of adjectives were used to identify the elements of visu al imagery in the ads and subsequently also in the product evaluation. They are summarized in the following Table I. Table I. Adjective Pair Light/Understated Bold/Powerful Arousing/Sensual Romantic/Feminine Playful/Flirtatious Mysterious/Exotic Earthy/Musky Fruity/Tasty Medicinal/Bland Velvety/Creamy 4. Data Collection We gathered primary data by means of structured interviews (survey) of potential consumers. The first section of the questionnaire focused on purchasing habits and fragrance use.In the second section subjects were shown a copy of a fragrance ad and were asked to answer questions pertaining to that ad. The questions required subjects to describe how they envisioned the scent by identifying their expectations using the adjective pairs, resulted from the semiotic analysis, on a five point Likert scale anchored by â€Å"strongly disagree† and â€Å"strongly agree. † This process was then repeated with the remaining two ads. The third section tested subjects ’ actual olfactory perceptions of each of the three fragrances. The subjects were asked to perform a blind olfactory evaluation of the fragrances.They were asked to describe each scent using the same adjective pairs and scale so that their actual product evaluations could be compared to their expectations. This procedure was then repeated for the remaining two fragrances. Respondents were provided a small vial of coffee beans to smell between each fragrance sample, in order to clear the olfactory palate and minimize the likelihood of scents mixing or getting confused. The order of presentation of both the ads and the fragrances was randomly selected to prevent any ordering effect. Finally, socio-demographic information was collected.Three different full-page advertisements for women’s fragrances from Vogue magazine were selected for this study. Vogue was used for several reasons; it is one of the oldest fashion magazines in the market (since 1892), the target audience is females, it is widely accepted as the â€Å"Fashion Bible† or â€Å"Style Bible†, and it is one of the most influential fashion magazines in the world (Weber, 2006). Moreover, it is among the top 10 magazines in the US in terms of ad pages and is also the leading magazine in terms of advertising revenue and circulation.The three advertisements used in this study were: (1) Red Delicious by DKNY, (2) Hypnose by Lancome Paris, and (3) Euphoria by Calvin Klein. Fragrances were selected as a product category because of the intensely visual imagery that is often utilized to communicate intangible product benefits as mentioned above. The specific ads were selected primarily due to the relative absence of verbal cues which may explain why these ads appeared not only in the US edition of Vogue but in many international editions as well (Vogue UK, Vogue France, and Vogue Australia, and Vogue Italy). The actual ads used in this research are reproduced in Figure I.Take in Figur e I Three ads were chosen for several reasons. First, we believed that multiple ads would provide a more broad inspection of our research objectives than a single ad. However, we were concerned that too many ads and their associated fragrances would overwhelm the respondents’ senses of smell and impair their ability to accurately evaluate the fragrances, a key objective in our research. Finally, related studies used similar number of ads per respondent (Kamins and Marks, 1987; Vanden Bergh and Reid, 1980b; Rothfeld and Rotzoll, 1980; Wychkam, 1985; Ellen and Bone, 1998; Schmitt et al. 1995; McQuarrie and Mick, 1999; Cowley, 2006). The target audience of women’s fashion and beauty magazines such as Vogue is generally fashion-conscious women under the age of 45. Vogue, specifically, reports that the average age is 34 and that 63% of its readership is between the age of 18-49 (Conde Nast Digital, 2009). In addition, approximately 75% of perfume purchases in the United Sta tes are made by women under the age of 25 (Busch, 2003). This suggests that young women are a representative and suitable sample for this research. It should be noted that many studies used student samples (e. . , Vanden Bergh and Reid, 1980b; Kamins and Marks, 1987, McQuarrie and Mick, 1999; Cowley, 2006) compared to ours which is based on consumers. The survey instrument and procedures were pre-tested with a sample of sixteen women to identify problems prior to the actual interviews. Finally, 75 young women below the age of 25 were randomly interviewed outside a major upscale shopping mall near a metropolitan city located in the southeastern part of the United States. Cronbach’s alpha was used to assess the reliability of the measurement items used.The overall alpha for all the scales was 0. 85. The alpha for the ad rating scales was 0. 72, and 0. 73 for the fragrance rating scales. This suggests the measurement scales exhibited acceptable reliability. 5. Results 5. 1. Desc riptive Statistics Table II presents basic descriptive statistics about the respondents that illustrate their similarity to the target market of these fragrances and advertisements. The age, household income, frequency of travel and enjoyment of cultural visits such as museums and the theatre are provided in the table.Table II. Descriptive Statistics Demographic Characteristic (n=75) Age 17 18 19 20 21 22 23 Household Income $0- $25,000 $25,001 – $50,000 $50,001 – $75,000 $75,001 – $100,000 $100,001 and above Travel Never Percentage 1% 16% 36% 24% 12% 8% 3% 7% 20% 8% 15% 50% 4% Culture Visits Seldom Occasionally Often Frequently Never Seldom Occasionally Often Frequently 12% 39% 20% 25% 3% 12% 36% 31% 18% The self-reported annual household income was generally consistent with the average household income of the typical Vogue readership.The same applies to the travel habits as well as cultural activities, such as visits to museums, art galleries and theatrical pe rformances. Overall, our analysis indicates that our sample is similar to the readership of Vogue. Ninety-two percent of our sample reported buying a fragrance for themselves at least once each year and over 50% reported buying at least twice each year. Eightythree percent reported that they read a fashion/beauty magazine at least once each month and 55% reported reading one at least twice each month.This information suggests that the women in our sample appear to have substantial exposure to magazine fragrance advertising. 5. 2. Viewers Expectations and Evaluations Since prior knowledge of, or experience with the ads or fragrances used in the experiment could have an impact on subjects’ expectations and product evaluations, we first asked respondents whether they had seen each ad and whether they recalled smelling each fragrance. The responses of the women who reported either seeing one or ore of the ads or smelling one or more of the fragrances were compared to the response s of the women who reported no previous exposure to either the ads or the fragrances. There were no significant differences between the two groups. While this result allows us to consider our sample as one relatively homogeneous group, it is at the same time somewhat troubling as this seems to suggest that prior exposure to the ads and/or the fragrances in this study did not affect subjects’ perceptions of either the ads or the fragrances.One explanation is that there are hundreds of different fragrances and ads out in the market, while our study is limited to three fragrances and ads. Furthermore, those subjects who were exposed to the ads and/or fragrances prior to our study either did not recall or recognize it, especially this might be the fact in the case of the blind olfactory test, or respondents did not integrate the prior ad and fragrance information into their consciousness based on the parameters established by our dependent measures.Table III summarizes the averag e rating of the subjects’ expectations resulting from the advertisement (â€Å"Ad†) as well as the average rating of the subsequent product evaluations (â€Å"Fragrance†) for the three ads and their respective fragrances. Table III. Advertisement and Fragrance Evaluations Mean values Light/Understated Bold/Powerful Arousing/Sensual Romantic/Feminine Playful/ Flirtatious Mysterious/ Exotic Earthy/Musky Fruity/Tasty Medicinal/Bland Velvety/Creamy Red Delicious Ad Fragrance 2. 31 3. 41 3. 80 2. 81 4. 04 3. 31 3. 81 3. 51 4. 09 3. 61 3. 28 2. 65 2. 15 2. 43 3. 68 3. 41 1. 60 1. 97 1. 79 2. 28 Hypnose Ad Fragrance 3. 9 3. 04 2. 89 3. 13 3. 65 3. 11 4. 03 3. 55 3. 43 3. 12 3. 52 2. 95 2. 33 2. 65 2. 31 2. 47 1. 80 1. 93 2. 47 2. 61 Euphoria Ad Fragrance 2. 43 2. 60 3. 80 3. 60 4. 31 3. 28 3. 95 3. 49 3. 63 3. 17 3. 96 3. 15 2. 77 2. 72 2. 13 2. 53 1. 72 1. 89 2. 76 2. 40 Since subjects reported both their fragrance expectations and subsequent product evaluations using the same set of scale items, paired sample t-tests were used to consider whether the ads generated scent expectations that fell short, met, or exceeded subjects’ actual product evaluations. The tables that follow summarize the similarities and differences between the xpectations that were generated in response to the ads and the subsequent product evaluations in response to the blind olfactory tests. 5. 3. Red Delicious Results Subjects’ responses to the Red Delicious ad/scent pairing indicated significant differences between subjects’ expectations and product evaluations in eight of the 10 adjective pairs. In five of the pairs, Bold/Powerful, Arousing/Sensual, Romantic/Feminine, Playful/Flirtatious and Mysterious/Exotic, the expectations generated in response to the ad exceeded the subsequent olfactory evaluation of the fragrance.In three pairs, Light/Understated, Medicinal/Bland and Velvety/Creamy the olfactory evaluation exceeded expectations. It appears tha t based upon their exposure to the ad, respondents expected the fragrance to be more powerful, sensual, feminine, flirtatious and exotic than they ultimately evaluated the fragrance to be. Conversely, the actual fragrance appears to have been lighter, more velvety and understated than subjects expected it would be. These results are summarized in Table IV below and are addressed at greater length in our discussion section.In the table, the expectation/evaluation pairs that differed significantly (p Fragrance (Visual puffery) Ad = Fragrance (match) Ad < Fragrance Total Red Delicious 5 2 3 10 Hypnose Euphoria 4 5 5 4 1 1 10 10 Total 14 11 5 30 There is sparse evidence that the ads used in this research generated accurate expectations. Instead, there is more evidence that the ads generally resulted in higher expectations among subjects, expectations that were not met when subjects actually used the products. Almost half (14) of the paired comparisons resulted in significantly higher ex pectations than product evaluations.One interpretation of this observation is that the visual imagery in the ads communicated exaggerated claims about the product benefits. Across all three fragrances, the expectations generated by the ads that related to the adjective pairs of Arousing/Sensual, Romantic/Feminine, Playful/Flirtatious and Mysterious/Exotic were all significantly greater than subsequent product evaluations. Interestingly, all four adjective pairs seem to be unambiguously favorable characteristics of perfume. A careful inspection of our results yields one additional intriguing observation.Each of the ten adjectives pairs can be categorized as pertaining to either concrete or abstract descriptors. The first six (Light/Understated, Bold/Powerful, Arousing/Sensual, Romantic/Feminine, Playful/Flirtatious, Mysterious/Exotic) are more abstract and symbolic descriptors, while the remaining four (Earthy/Musky, Fruity/Tasty, Medicinal/Bland, Velvety/Creamy) are more concrete. A cross all three ad/fragrance pairs, we observed that in most cases, for the abstract descriptors the ads generated significantly higher expectations that exceeded the actual product evaluation.In contrast, for the concrete descriptors we observe that the expectations in response to the ads fell short of actual product evaluation. We discuss this result further in the next section. 6. Discussion Readers of magazine advertisements may not overtly recognize the visual themes and messages in an advertisement that emerge from a semiotic analysis. However, if the visual and symbolic message of the ad is successfully delivered and therefore understood, implicitly or explicitly by readers, the ad can convey expectations of the product that exceed, fall short of, or match consumers’ subsequent evaluation of the product.To convey a weaker message risks developing expectations that may be insufficient to prompt consumers to consider purchasing the product. However, to convey expectation s beyond the product’s ability to satisfy these expectations risks dissatisfied customers who try or purchase the product with certain expectations of its performance, but who ultimately learn that the product will not meet their expectations. Taken together, our results suggest that the visual imagery in magazine advertising for fragrances can be effectively used to make claims about product features and benefits that are not substantiated through actual trial of the product.This brings up the real and intriguing possibility that visual imagery can be used as a mechanism of puffery; making superlative, exaggerated claims that are not substantiated. To our knowledge, the existence and effectiveness of visual puffery has not been previously investigated despite a call made already by Richards and Zakia (1981) in the early 1980s, that pictures and symbols should be regulated as vigorously as words as well as the decision of the 2nd U. S. District Court of Appeals in Manhattan w hich ruled that puffery can include visual depictions.Moreover, this also poses interesting questions for policy makers because, in contrast to verbal puffery, which according to FTC is recognizable by reasonable consumers and cannot lead to deception (Kamins and Marks, 1987), visual puffery is not immediately recognizable. Typically, puffed claims have been expressed verbally, in the form of superlatives. Verbal puffed claims are, at least in the United States, legal and acceptable because they are considered by the FTC as the language of advertising and consumers understand as much and are not deceived by puffed claims.This doesn’t mean that there are any cultural, ethical or visual issues related to this (Borgerson and Schroeder, 2002; Schroeder and Zwick, 2004; Schroeder, 2005; Schroeder and Borgerson, 2005). As Schroeder and Borgerson (2003) noted, visual issues often are overlooked in advertising research despite their importance in meaning creation (p. 68). Our study i s therefore noteworthy as it contributes and extends existing literature by suggesting the existence of another important form of puffery, which we refer to as â€Å"visual puffery†.In many cases, the visual cues and imagery in the ads used in this research appeared to generate product expectations that were not met when the product was used. This is both intriguing and perplexing and suggests potential legal implications as well. In short, while verbal puffery is legal in the United States because it is presumed to not be effective by FTC, visual puffery may be quite effective and might help marketers, and specifically in countries where verbal puffery is illegal, to use another means to reach consumers.This study provides a first step toward understanding and assessing visual puffery and we encourage further research in that direction. Given the ubiquitous use of imageryladen ads in the promotion of personal fragrances, the larger question may be why and how visual puffery, in which type of ads, other type of products and consumer segments, is effective? One plausible explanation is that fragrances are somewhat of a fantasy product, intimately connected to the self-esteem or self-image and perceived desirability and attractiveness of the buyer.Consumers are not buying the fragrance alone, but the imagery that becomes intimately associated with the fragrance. While we offer some evidence in this paper related to fragrances, it is an idea that merits further consideration and research. It seems likely that the purpose of fragrance ads is to captivate attention, to stimulate interest and desire ultimately leading to purchase intention and behavior. It can also help to build brand awareness, to develop and reinforce brand image and brand personality.It is plausible that fragrance advertising leads to product trial, and product trial is then influenced by the imagery created in the advertising. In one sense, consistent with the concept of transformational advertising, we can argue that the visual imagery in the ad creates an intangible product benefit, the presence of which is either supported or refuted at the time of product trial. When consumers actually try the scent, they may associate the scent with the visual imagery that they have been previously exposed to.They may also associate the scent with the overall brand image, particularly if that image is well-established and understood, such as Calvin Klein. This suggests a somewhat symbiotic relationship between the visual imagery in the ad, the overall brand image and the actual fragrance of the product. A consumer who tries a fragrance in a store often does so with prior knowledge of the brand and after prior exposure to the ads or the fragrance. The scent of the fragrance might become closely associated with the brand image, the visual imagery in the ad, or both.The scent, therefore, becomes mysterious, or sexy, or exotic, because it is depicted that way in the ad and reinforc ed by the overall image of the brand. Future research should explore the existence of this symbiotic and interdependent relationship. 7. Conclusion This study contributes and extends existing literature by suggesting the existence of visual puffery. Our results show that the visual cues and imagery in the fragrance ads appear, under certain conditions, to result in product expectations that exceed actual product evaluations, suggesting the existence of visual puffery.The adjective pairs that represented abstract descriptors accounted for nearly all of the instances in which expectations of the ad exceeded product evaluations. For Red Delicious it was 83%, for Hypnose and Euphoria it was 100% of the adjectives pairs which were significantly different. In contrast, for adjective pairs that represent concrete descriptors, in most instances (Red Delicious 100%; Hypnose 100%, and Euphoria 50%) we observed that product evaluations exceeded the ad expectations.One interpretation of this re sult is that the evaluation of these attributes may be significantly more subjective and therefore more difficult than evaluating more concrete attributes. A second possible explanation has its origin in the work of Haan and Berkey (2002). Recall that in their research, only the weakest puffs, subjective claims, influenced claim believability. Respondents in their experiment found subjective claims to be more unbelievable than the other five types of puffery claims. In our research, respondents’ expectations regarding the abstract (subjective) descriptors were generally not met.We put forth this observation merely as an intriguing idea for future research investigating the relationship between the level of abstraction of a visual puffed claim and subsequent product evaluations. As with all research, there are certain limitations which must be noted. First, we used a carefully controlled setting, with one consumer product for one consumer segment, and based on three magazine a dvertisements. Our results cannot be generalized beyond the product category nor beyond the consumer segment used in this study in the context of magazine print advertisements.Future research should investigate other product groups (e. g. high versus low involvement products), consumer segments (e. g. , male vs. female), gender in ads, ads from different countries and in different cultural settings. Second, one unanswered question is whether the high expectations of viewers influence their purchasing intention and ultimately behavior and if so, to what extent. This research did not explicitly address this issue and future research should investigate that. Third, semiotics is a qualitative research method that is inherently subjective.By arguing for the presence of visual puffery, we are, in some sense, translating a legal term into behavioral variables that can then be identified and measured. We acknowledge that, given the subjective nature of the analysis, other adjective pairs ma y have been identified by other researchers. 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Easy Experiment

?Which Liquid Dissolves Sugar Free LifeSavers Quickest? The purpose of my experiment is to find out which liquid,(orange juice, water, Coca-Cola, or Sprite), dissolves Sugar Free Life Savers the quickest. I think the Sprite will dissolve the Life Saver the quickest because it has the highest acidity, with ph levels reaching 2. 4. The ph scale ranges from 0 to 14. Battery acid reaches 0 on the scale. 7 is considered neutral. Sprite has a ph level of 2. 4. Coca-Cola has a ph level of 2. 5. Orange juice has a ph level of 3. 5. And water has a ph level of 7. 0. My materials for this experiment include 4 small covered glass containers,four cherry Sugar Free Life Savers, a timer, and Coca-Cola, Sprite, tap water, and orange juice. First, I poured 1 cup of each liquid in their own seperate container. Then I dropped one cherry Sugar Free Life Saver in each and put the lid on each. After that, I started the timer and recorded the amount of time it took for each Life Saver to dissolve in each liquid. It took Sprite 39 minutes to dissolve the candy, Coca-Cola 42 minutes, water 49 minutes, and orange juice 72 minutes when I did this experiment. My findings did support my hypothesis; Sprite did dissolve the LifeSaver the quickest. To improve this experiment in the future, i could put 3 LifeSavers in each container instead of just 1 to see if the acid in the liquids is still strong enough to eat through each LifeSaver.

Report of the death of Vicky Margaret who died at Albany hospital Case Study

Report of the death of Vicky Margaret who died at Albany hospital - Case Study Example Vicky Margaret was involuntarily admitted at Albany Hospital because the doctors found out that she had a mental illness, which could not allow her to make an informed decision about whether to get treatment (Hope, 2009). The doctors discovered that Margaret had a mental illness according to the statement given by her mother. The statement argued that the patient was diagnosed with the mental disorder after giving birth to her two children. The hospital diagnosed Mrs. Greeuw with bipolar and schizoaffective disorders. The results of the post mortem conducted by the Chief Forensic Pathologist, Dr Cookie, however, indicated that Vicky died from bowel obstructions. The report that comprised of photographs showed that the bowel obstructions resulted from constipation, which led to vomiting and piling up of faeces in the rectum of the deceased. Further investigation indicated that the medication used to treat the patient was capable of leading to constipation. The medication includes Oloz apine, Lamotrigine, Ferrograd, Benztropine, and chlorpromazine (Hope, 2009). All the prescriptions had side effects of leading to constipation, and the doctors failed to examine Vicky’s physical condition. This led to the severity of the case, which consequently led to the death of Vicky Margaret.... This led to the severity of the case, which consequently led to the death of Vicky Margaret. 1.1 Objectives of the report The main aim of preparing this report is to find out and analyze the causes of the death of Vicky Margaret. The report also aims at formulating recommendations that will help health institutions to prevent similar cases. Health institutions may integrate the recommendations in their policies to ensure that nurses and doctors attend to patients efficiently. 2.0 Background of the report The report was compiled using nursing and laboratory notes and reports, in addition to discussions with critical health officers such as psychiatrists, nurses, and general practitioners. 2.1 Analysis of the Case using the Human Factors Models The Human Factors Model explains that efficiency at the workplace is achieved when human characteristics are integrated into the system of a clinic. The human factors include effective communication, safe working tools, and healthy working condi tions. The theory argues that errors are reduced in the workplace when there is efficient communication, and workers use safe tools. In this case, the patient was not examined physically, and there was no proper communication between the doctors who treated Vicky. Griffies, the doctor who admitted Margaret, argued that he was not responsible for the treatment of the patient. Griffies failed to communicate with the doctor who treated Vicky, yet he had some information on her condition. The practitioners also ignored the treatment history of the patient, which shows that Vicky was treated with bowel obstructions in 2005, and she had been admitted to the hospital twelve times since 1989. The case would have been

Markets and the Economy Term Paper Example | Topics and Well Written Essays - 1000 words

Markets and the Economy - Term Paper Example These built-in stabilizers are: transfer payments and income taxes. During economic downturn, government employs loose fiscal policy in order to increase aggregate demand which leads the economy towards recovery. The government offers subsidiaries to the business sector in order to reduce the level of unemployment. The tax cut increase the profit at the cost of decrease government revenue. According to the Keynesian economists, an expansionary fiscal policy employed by the government during the recession could stabilize the economy. This is so because as the result of this policy aggregate demand will increase that will stimulate the passive economy. This point of view of loose fiscal policy is rejected by many economists on the ground that the increase in aggregate demand (AD) will generate the crowding out situation in an economy. A crowding out situation means the fall in the spending of the private sector as the result of increased government spending. However, this rejection is ruled out by the counter argument that ‘crowding out’ will not formulate because the government will increase its spending only by using its previously unemployed resources. IS curve is a curve that is formed to show a negative relation between the interest rate and the income. During the time period of recession, the effectiveness of the fiscal policy depends on the sensitivity of IS curve. The effect of the fiscal policy will be greater in case of steeper IS curve whilst it will be less in case of flatter IS curve. Thus, in case of inelastic IS curve (steeper) the fiscal policy will be effective due to a little crowding out of the private investment. Khan (2010) indicated in an article that it is important for economies to keep deficit as low as possible in order to be able to meet the deficit by use of domestic resources or by borrowing from international fund providers. A low budget deficit helps an economy to become stabilized early by meeting

The Challenges That Induce Unfavorable Conditions Assignment

The Challenges That Induce Unfavorable Conditions - Assignment Example Deida, in his book, ‘The way of the superior man,’ notes that men positively convert challenges into growth. He explores a positive perspective of growth that stimulates individuals to works towards realizing their potentials. This is one of the ways in which challenges helps people to grow. When faced with a challenge, a person’s weakness is exposed to him and to the society by extension and this may trigger an initiative to cover the weakness by solving it. Challenges, therefore, stimulate growth by initiating improvements (Deida, p. 61). Challenges also form the basis upon which developments can be built, especially among people with positive attitudes. A person with a positive attitude particularly identifies a challenge with the notion that the challenge can be solved. Such individual, therefore, explores avenues into generating solutions to challenges a move that identifies challenges as an avenue towards growth (Emmerling, Ghanwal and Mandal, p. 42). Exploration of the story, ‘graduation,’ directly expresses growth through challenges. The main title of the book that conveys the author’s themes for example talks of the singing of a caged bird. While the bird faces a challenge of loss of freedom, its condition prompts it to sing in an attempt to find help out of the cage. The author also directly illustrates the impacts of poverty, as a challenge, towards innovation and hard work. While the rich could easily afford clothes for the graduation ceremony, the poor class developed initiatives having presentable clothes. Similarly, the narrator explains how her mother made her an outstanding garment from what they could afford.  Such an initiative was prompted by her family’s financial challenge. The narrator’s high ambitions to success were also most likely inspired by the level of poverty in their family.

Convinving a friend to stop smoking Essay Example | Topics and Well Written Essays - 500 words

Convinving a friend to stop smoking - Essay Example Wouldn't it be wonderful for you to quit smoking Imagine the improved health, physically and mentally not to mention the extra savings from cigarettes expenses each week. Allow me to show you why you need to stop smoking. The American Heart Association (AHA) in their recent survey indicates that smokers live an average of 14 years less than smokers (Marrow, 2008). There are many reasons for this, one of them being the diseases associated with smoking. Health authorities usually puts a warning on each cigarette box against the would be smokers but I think you need more than this. Listen to this from think.quest.org estimates that over 3000 chemical substances exist in tobacco smoke. Nicotine, carbon monoxide, sulpher dioxide, methanol are just a few. Assuming now somebody comes to you and says "hey you want to inject a dose of sulpher dioxide in your blood stream." Would you deny it Yet that is what you are doing each time you smoke. Diseases such as lung cancer, cardiovascular diseases, pulmonary diseases, asthma, osteoporosis, smokers cough, cancers of lynx and tongue are derived from such chemicals, and the risk is directly proportional to the cigarettes smoked. Apart from the diseases other condit ions can be foul body odor and general ill feeling (Marrow, 2008). So how do you exactly stop smoking Firstly sit down and write a list of thing that compels you to stop smoking then set a date for the action.

Discuss The Effects That Multinational companies can have on a host Essay

Discuss The Effects That Multinational companies can have on a host acountry - Essay Example The many economic benefits to host countries have prompted many countries around the world, including developed and developing countries to focusing on attracting multinational companies or foreign direct investments as they are also called. Even countries that were otherwise hostile to these types of investments have been seeing them in a positive light. The targeting of these multinational companies has become an important development strategy as countries such as Ireland provide grants towards start up costs and research and development (Jensen 2006:38 ). One effect that multinational companies have on a host country is the economic and financial benefits that are gained by the host country. Especially in developing countries this is a welcome change for both the worker and the political directorate. High employment levels are a panacea for political and social stability. In many cases multinational companies pay higher wages than local companies. The high demand for workers also contributes to the higher wages. The workers also receive training in technology, management, and entrepreneurial expertise that can be transferred to other facilities and areas in the country. Some employees also receive training in the parent company overseas. Consequently, the host now will now have a more highly skilled workforce that will be better able to compete with other countries. The host country will also receive economic gain through revenues paid to the government. Generally the companies are subjected to the different tax guidelines of the countries. In many cases the bargaining power of the host country helps these countries in securing major financial benefits. These tax incentives will increase economic growth and progress and will also help in stabilizing local currencies. The host country will also benefit from improved and new infrastructure. These developments help not only as an immediate benefit but in the long run as well.

Interview with a Teaching Professional Essay Example | Topics and Well Written Essays - 1000 words

Interview with a Teaching Professional - Essay Example I believe the best way to return to the society that had been spoon feeding you the whole life, is to deliver your knowledge and information to other seekers. With this motive in my mind I entered the profession and since then I am contended with my life. I feel as if I have found an inner peace by pursuing teaching. Interviewer: What is the success behind your achievements to date? Teacher: Dedication and sincerity towards my work is the sole reason for where I am standing today. There is no short way of achieving a lasting glory. One needs a lot of energy and hard work to invest and of course unmatchable patience. Interviewer: Coming on to the basics of teaching, what are some examples of typical, quick decisions teachers make on a daily basis? Teacher: Every day is different for a teacher in some way or the other. Although, one of the best practices of a teacher is that s/he is well-planned and organized before entering the class. Yet at times we have to make certain sudden decisi ons not initially planned. For abrupt decision making, the teacher should be capable, confident and decisive about the relevant issues. A change in lesson plan to accommodate with the mood of children and their learning capability is one of the examples. Something effective and interesting needs to be made up instantly to deliver the lesson in a different way as planned earlier. Moreover, a short notice of surprise visit of principal or other professionals to monitor our performance poses a challenge on our decision making ability. We have to modify our plans a little to adjust to the requirement. Sometimes children get ill or injured and deciding quickly as to what to do is an ordeal; whether to treat him/her in the school or call off the day for him/her and send the student home. The teachers are appointed certain duties other then teaching to deal with the other school affairs. If any teacher on duty is absent on that specific day, a change in the schedule cause some difficulties and then the newly appointed teacher has to delay her planned activities. Also here it is a policy that if any teacher is absent, any other teacher needs to take his/her class. In such a case it has to be decided instantly what to teach students. Interviewer: What were the five most difficult school-related decisions you made this week? What made them difficult? Teacher: Just recently we had a load of activity going on in the school, both for teachers and students. I was enrolled in a short course which I had to attend once a week, during week days. This meant that I would be sacrificing my class related plans. Since exams are approaching I had to make certain changes in the lesson plans and shift that one day’s work to other days. This certainly was difficult adjusting as it is recommended not to overload students with work. Then we have a sports day coming up in two weeks time. Preparation for it requires a lot of time which again means sacrificing the teaching-learning sc hedule and making it up for this short fall on other days. We had an unfortunate day in this week when a fire erupted in library wing due to negligence of one of the student. The fire siren created quite a scene with children petrified and struggling to get out of their classes. Organizing them in proper queues, helping them out safely and relaxing them was quite a task. During school break, children often get into fighting with each other while

Employee Compensation and Benefits Essay Example | Topics and Well Written Essays - 1250 words

Employee Compensation and Benefits - Essay Example However, it is worthwhile to note that it is expected to vary annually given the fact that the employee’s selections may vary. From the above, salary is the biggest portion; and it includes commissions and other bonuses that may arise. Of important to note is that salary determine the level of some benefits including insurances. Health and welfare benefit which includes education reimbursement; vision and dental coverage are important benefits that extend to the employees’ families in order for the employee to have the needed resources to maintain good health at a recommended and affordable cost. As such, it is an advantage to the company given that it increases the well being of its employee contributing to the rise of productivity and growth (Mitchell et al., 2003). The saving and retirement plans are equally important as they will provide the employee with resources to assist in planning his or her retirement. Additionally, these benefits guarantee or offer an employee a cost-of-living adjusted earnings for life in retirement. As such, it reassures the employee that the future is taken care of and as such, s/he is therefore, able to concentrate and work towards accomplishing the company’s set objectives. It s worth noting that most employees understand the benefits of retirement plans and most a percentage of potential employees are said o refuse jobs that lack the retirement benefits. Offering an attractive retirement benefit will not benefit the employee but will also be an advantage to the company given that it will lower turnover rates. Essentially, this benefit will assist the company not only be in a position to recruit talented employees but also retain and boost their working morale. Equally enough social security and medicare a re significant benefits to the employees and indirectly to the company. As noted above, the company need to attract and maintain a high value workforce so as

Death and birth of stars Assignment Example | Topics and Well Written Essays - 250 words

Death and birth of stars - Assignment Example The last known supernova occurred about 140 years ago in our galaxy. It was not recognized because it occurred close to the galaxy center. Our galaxy has been deficient in production of supernovas because only one has occurred in about 140 years as opposed to the documented probabilities. 4. One solar mass pre-main sequence tends to radiate more energy in the conformation of excessive heat: the need to acquire stability. Less energy is radiated upon entry into main sequence. It reaches equilibrium and becomes opaque. Energy tends to be conserved internally and hence less energy radiated and thus the observed reduction in luminosity. 5. Collision and Fusion force theory: it is proposed that water came to be on earth as a result of bombardment of comets; ‘wet’ asteroids and ice particles. Even though it may seem right, a humongous number of comets would be required to collide and form the huge should have been 6.36 million with a 40% ice-water as mass. This theory could be misleading because such huge number of comets might not have existed to pass close to earth, collide and form water. It is not clear if they could have produced about 1.33x10^18 tons of all water on earth. Second is the adhesion of water on interstellar dust particles theory. One theory proposed by Dr. Drake has indicated that water was already present on dust particles from the interstellar clouds. This through computer stimulations has established strong evidence that through adhesion forces; it could just be as true that water came to be on earth under such conditions. These forces were responsible for retention of water on dust particles even under extreme temperatures and pressure. This later joined to form water. This theory poses certain inconsistencies because it’s hard to really very water could have been held for that long on interstellar dust when planets

Self-Employed Womens Association Essay Example for Free

Self-Employed Womens Association Essay Population inflation has become a constant problem and a developing conflict for all the nations in the world especially those with such little total land gross area. Urbanization and Population growth seems to coincide because both of it has become growing concerns of the world today. Though Urbanization has the more positive side of it, there are still some who oppose this ideology. Regarding population growth, it has become one aspect of the global community that indicates such a threatening reality. The people are multiplying by the minute but the resources that keep the people alive has become more scarce through the years. The scarcity of resources to satisfy population has become blatantly damaging. The growth rate around the world is increasing every year and as seen in the worlds most populous countries such as China, India, USA, the population has been inflating due to birth and fertility rate. Answering to the problems caused by overpopulation, urbanization solutions has become one arguably reliable remedy. There are four examples of cases where a positive output was produced and was recognized in the 1996 Dubai Awards. These are the Institutionalizing of Community-Based Development in Abidjan, another was the action by the Self-Employed Womens Association (SEWA) Bank, another was the City Management in Tilburg ranging from the past, present and the future, these are samples of overcoming the challenges of population and urbanization. Urbanization can produce both negative and positive effects on communities, depending on how the leaders of these communities take advantage of it. There are possible environmental problems due to urbanization but there are also environmental benefits due to urbanization. Its like a give and take relationship for population and urbanization, the importance of how the population should be treated must coincide positively with how urbanization should be handled properly to reap benefits for the population. REFERENCES http://www. unesco. org/most/africa17. htm http://www. unesco. org/most/asia1. htm http://www. unesco. org/most/africa3. htm http://www. unesco. org/most/westeu14. htm http://www. unesco. org/most/usa1. htm http://www. unesco. org/most/southam1. htm.

Importance Of Mobile Banking System In The Maldives Finance Essay

Importance Of Mobile Banking System In The Maldives Finance Essay INTRODUCTION Banks play a vital role in the economic life of a nation. The wellbeing of an economy is intimately correlated to a healthy banking system. Bankers borrowing; lending and related activities make possible the process of production, distribution, exchange and consumption of wealth. Therefore banks are very valuable associates of economic growth. Banks play an imperative role in utilization of the resources of the country. Banks mobilize the savings of the people for the investment purpose. In the absence of bank, a countrys major portion of capital will remain redundant. Mobile banking can be described as a common phrase used for performing balance checks, account transactions, making and receiving of payments etc via a mobile device; commonly mobile phones. Terms such as M-Banking and SMS Banking are commonly used for mobile banking. This report will look in to the importance of introducing a mobile banking system to the Republic of Maldives, A country formed of 1190 coral islands each separated by open sea. According to the MMA (Maldives Monetary Authority- Central Bank) they are gearing up to launch a mobile banking system in the country from 1st Feb 2011. MMA named its upcoming mobile banking system as Keesa a local word used for wallet. In an Interview given to National Television in 2010 (MNBC-One) the Governor of MMA Mr. Fazeel Najeeb quoted The Maldives Mobile banking system designed to bring a revolution to the financial sector and setting an example for the rest of developing countries in the world. (MNBC-One, 2010) OVER VIEW OF MALDIVES ECONOMY The GDP growth averaged 8.0% over the past two decades raising per capita income about US$ 2,800, the highest in the region and moving the Maldives well into middle income status. After contracting by 4.6% in 2005 due to the tsunami induced fall in tourist arrivals, the economy rebounded by 19.1% in 2006 and appears to have remained robust in 2007. The population of Maldives was estimated 2, 98968 according to the preliminary census 2006. Fishing and tourism plays a vital part of Maldives economic progression. According to MMA there are 6 commercial banks in Maldives with 176186 Account Holders. At present there are only two Mobile service providers in Maldives, who provides Service for 259889 Customers. Dhivehi Raajeyge Gulhun Pvt. Limited or Dhiraagu is Joint Venture Company formed between the Maldivian Government and Cable Wireless and commenced its operations in the Maldives in 1988. (Dhiraagu, 2009). Wataniya Telecom Maldives Started out operations in Maldives as a subsidiary of Wataniya Telecom in February of 2005, it has now become the preferred mobile network for Maldivian locals and tourists alike. The companys quest for perfection and dedication to complete customer satisfaction has placed it on the forefront of Telecommunication solutions in the Maldives. (Wataniya Telecom Maldives 2009) Tabulated profile of Maldives Details % No Total population 298968 Between 15 64 years 62.5 186904 In Employment 110231 Workers on Male 10.3 38971 Workers on Atolls 89.3 71260 Employment By Sector Fishing Industry 11 12125 Tourism 23 25000 Government 31 34000 Others 35 39000 Expatriate Workers 70075 Mobile Subscribers 259889 Resident on Male 41.5 106554 Resident on the Atolls 59.5 153335 Bank Accounts 176186 Resident on Male 65 113893 Resident on The Atolls 35 62293 ATM Cards Issued 62275 Source: Ministry of Planning and National Development Key Indicators 2006  ¨ Maldives 2006 preliminary census figures  ¨ Monthly Statistics, February 2008-MMA  ¨ CGAP survey results from Maldives mobile operators  ¨ CGAP survey results from Maldives banks A MOBILE BANKING SYSTEM WILL RE-SHAPE AND AVANCE MALDIVIAN ECONOMY. Referring to the facts and figures given above (Under over view of Maldives economy) and Tabulated portfolio of Maldives, more than 95% of Maldives is covered geographically by the mobile operators in Maldives. Mean while nearly 90% of population owns mobile phone. According to the Ministry of Planning and National Development Ministry the mobile operators also already have the capacity of providing mobile banking service with minimal investment. (Key Indicators, 2006) The mobile banking system will benefit the Economy in following ways Implement state of the art inter-bank settlement and eliminate risk and increase the safety and efficiency in payment systems Introduce full cheque truncation and automate clearing Promote economic efficiency in the country Reduce dependence on cash and paper based instruments by facilitating electronic payments Establish a fully interoperable retail payment system using cards, mobile and Internet Make banking accessible to all citizens of the Maldives, despite adverse geographic conditions Government and banking sector Mobile banking would save costs associated with printing and supplying cash, free up resources currently used by banks to deliver banking services, automate the banking and clearing system, reduce the transaction costs of banking and payments settlements, deliver banking services to the whole country, increase national savings, and revolutionize the financial industry. Fishing industry According to preliminary census figures of 2006, 11% of Maldivian work force is engaged in fishing industry. Exporting different products of fish is also one of the two main sources of income for the government. Its estimated that there are more than 12000 fishermen in Maldives who spend more than 70 percent of their life in the open sea. Therefore introduction of the mobile banking system, all fishermen are led to access the bank and carry out important transaction any time. This will ease and solve lot of existing difficulties for them regarding banking. It will also circulate more idle cash and contribute to the economy as a whole. Tourism Sector Maldives economy is vastly dependent on Tourism Sector. According to former president of Maldives Mr. Gayoom, tourism is life blood of our nation more than 23 percent of economic workforce is deployed in tourism sector. There are roughly more than 25000 people from 190 different islands working. 90% of these people are stationed at resorts who basically only travels to their native islands twice a year. There are no personal banking facilities at present in most of the resorts. Therefore to send their earnings to support family and receiving money or accessing to banking services are very complicated presently. With the introduction of Mobile banking system, these existing complexities for banking will be solved. MOBILE BANKING: PROS CONS Mobile banking also have unenthusiastic side, though over all mobile banking system is very efficient and generous to business men and other individuals. Pros Banking everywhere any where: Banking is a basic necessity in todays economic world. Accessing a bank or carrying out a banking transaction is all most part and parcel of every day. Mobile banking allows banking from anywhere and everywhere. Physical presence is not required to make a banking transaction. Therefore mobile banking saves time and energy. Important Notifications: The important notifications such as when an account is debited or credited, it will inform in almost no time. Therefore basic banking functions becomes more simple informative on real time. Important means for Accounts Safe keepings It enhances to minimize unauthorized transactions. Since the account holder will be notified immediately via a text. Therefore to be a victim of a bank fraud makes less likely and in case can act upon fraud quickly. Fast and easy payment: Mobile banking allows paying bills, utilities, insurance or any other parallel payments on time. Important means of banking in case of emergency: Mobile banking allows banking 24/7, and more over no waiting time is required. Therefore it is a vital means of banking-in case of emergency Cons Security: Though there are few viruses and Trojans targeted for mobile phones, mobile phone users can be attacked by a phishing scam. For example when a mobile banking user receives a forged text requesting for account passwords it might goes to a hacker pretending as the banker or teller. Compatibility All transaction might not be able to proceed in any phone and for some of the cheaper -phones mobile banking is not compatible at all. To get most out of mobile banking a good smart phone is necessary. Cost Though mobile banking is relatively cheaper and save times, some of the banks charges extra fee for mobile banking and in most of the cases extra software charges are applicable and add upon banking expenses. LITERATURE REVIEW Mobile banking closes poverty gap (BBC, 2010) This report published in BBC by Jane Wakefield, highlights the importance of Mobile banking to transform the way people in the developing world, transfer money and how it is poised to offer more sophisticated banking service which could make a real difference to people This statement highlights that currently there are 2.7bn people living in developing countries who do not have any means to access financial service or banks. Simultaneously 1bn people throughout Africa, Latin America and Asia own a mobile phone (BBC, 2010) Further this report shed lights on Mobile banking as a very powerful way to deliver saving and money transfer services to the billions of people in countries like Kenya and Uganda where there are thousands of people with no means to any access to financial institutions. Over all, this report makes it more vivid that the success of mobile banking in such countries there by closing the poverty gap. Africas mobile banking revolution (BBC, 2009) This report by Luice Greenwood provides the facts and figures of how a mobile banking system could contribute Africas economy so vitally. It also highlights that Millions of Africans are using mobile phones to pay bills, move cash and buy basic everyday items. Africa has the fastest-growing mobile phone market in the world and most of the operators are local firms. Accordingly the statistical data provided throughout the report, briefs about the countries like South Africa and Kenya mobile banking service providers has touched millions of life by means of savings, security and transfer of cash. The simplicity of mobile banking system in Africa is also lessoning the rest of the world. To set up a bank account by a mobile phone is so easy and straightforward that all it requires is that just a phone and ID card to register anywhere from the country by an approved agent. The system activates the account in seconds and depositing and transferring of cash are right away at the fingers tips This report shows how practical mobile banking system can be and how easy it could be serving the larger population like In Tanzania just 5% of the populations have bank accounts. In Ethiopia there is one bank for every 100,000 people. EMPIRICAL EVIDENCE With the introduction of mobile banking system there has been a lot of progress in the socio- economic factors in many countries. The implication of mobile banking seems like more important for developing countries than developed countries where lots of branches of banks are available at a threshold. Countries like Kenya, South Africa and Tanzania has shown the world how important mobile banking system is for under developed and developing nations. Lessons from the lights of literature review, I personally believe in the importance of the introduction of mobile banking system in Maldives. This technology would contribute to government sector, banking sector, fisheries industry, tourism sector and islanders from all islands as a whole. To overcome the shadows cased on banking sector in Maldives, by its natural geographic obstacles mobile banking can be an important tool. PERSONAL VERDICT Providently I have had an opportunity to work for Maldives Tourism Development Corporations as an Operations Manager. To perform my duties and carry out the responsibilities; I have travelled more than 40 Resort Islands and above 45 inhabited islands across the country. During my career, I personally experienced and felt the difficulties of banking by resort workers and local island natives. Though implementation of Mobile banking system in Maldives will undoubted fully Increase economic efficiency and promote social welfare of nation as a whole CONCLUSION The Maldives may be one of the most difficult countries in the world in which to deliver financial services through traditional branch networks. The country occupies 90,000 square kilometres, 99.5% of water. Its 2, 98,968 people live on 198 scattered islands in 26 atolls, and 60% of the inhabited islands have less than 1,000 residents. Given the highly literate population and high coverage of the mobile phone network, there is great potential to use technology to overcome the barriers of geography, low population density and a small population, and deliver financial service at low cost across the country.

Nineteenth Century Romantic Period

Nineteenth Century Romantic Period What is music.The dictionary says music is, an artistic form of auditory communication incorporating instrumental or vocal tones in a structured and continuous manner (Dictorniary.com). Most people would also have to agree that music is a sound that comes out of passion and that the maker of the sound is expressing what music is to him/her to the entire world. We as individuates get to pick what kind of music to listen to and what kind of music has interest to us. The Romantic Period was loved by many individuals because it let the composers express the music the way they choice to. The music was simple and had a lot of emotional expression to it. Romantic music goes back to the particular period, theory, and practice of about 1815-1910. The romanticism in the Romantic Period of the early 19th century made this kind of music a movement that describes the expansion of the structures within a composition and improved pieces by having more passion and expressive to them. The expansion o f the forms made it easier to identify the work to the artist, for example by the elements of form, key, instrumentation and the like of the work. The Romantic revolution in a way one can say in the literature became a similar revolution in the music during this time period. Romantic music is certainly related to the romanticism in literature, and also to visual arts, and philosophy. It was believed that Romantic music struggled to uplift emotional expression and also struggled with power while saving or even extending the formal structural from the classical period which occurred before the Romantic period even started. The 19th century had musical language. The composers analyzed the music to poetry and its rhapsodic and narrative structure to create a more systematic starting point when composing and even performing the concert music. Romantic composers wanted to expand the form therefore they used longer melodies and when the composers wanted grater harmonic, the work of art in the music ran more fluidity as a result. The Romantic period was indeed a time of great revolutions. Passion was the key element that made the Romantic period what is was rather than reason. Passion went side by side with imagination. The Romantic period was about composers trying something new, something out of the box, something that was never tried before and most importantly, something that identified who the said composer was. This was the way some individuals fought back during the American Civil War. Individuals fought back with their feelings and most importantly with their emotions when the Industrial Revolution began to replace everyone with machines. As stated, emotions ruled the arts during this time period, the Romantic period had more artistic freedom than other periods before it, and a big part of that was due to emotions and the imagination of these wonderful composers. The Romantic period brought a new musical form with it called tone poem which told a story kind of like a ballad. These stories and music were about exotic places and wonderful events. Tone color was another important creation. Tone color is when a special sound makes an instrument or voice sound different from another. The new instruments created new tone colors while the old instruments produced different tone colors as they were played in new ways. Virtuosic was also very big for the Romantic period. Virtuosic is something that many individuals can relate to. The composers and musicians showed off their talents by playing very difficult sections of music. Franz Liszt which will be talked about later on was one of these famous piano virtuosos. If he was to be related to something in the present time, Liszt would have to be what a rock star is today. When thinking of the Romantic period, the most popular instrument would have to indeed be the piano. Frederic Chopin which will be talked about later on was the best known composer of piano music. Many new instruments were also inv ented during the Romantic period such as the tuba, saxophone, and the old instruments were improved and were better than before. The 19th century introduced many -isms, such as nationalism, impressionism, supernaturalism, and symbolism. The Romantic Period was about emotion, longing, imagination, literature, dreams, and program music taking place. The composers status rose during the Romantic Era. Composers were more liked by the public. The Industrial Revolution made it possible for every middle class home to have a piano. The music was being taken to extremes during this time period. The composers stretched out the forms into their works. Not only was it possible to have a piano in every middle class household because of the Industrial Revolution but it made it possible for regular people to make and experience music in their own homes in the comfort of their family and friends. Frederic Francois Chopin, Franz Ritter von Liszt, and Felix Mendelssohn in my opinion had to be some of the greatest composers of the 19th century. Frederic Francois Chopin was born in 1810 and died in 1849 at a young age. It is said that at the young age of 39 Chopin died of tuberculosis. Chopin was born in the village of Zelazowa Wola, in the Duchy of Warsaw to a French father, and a Polish mother. As Chopin got older he left to go to Paris where he was indeed making a living as a composer and a piano teacher, and from time to time he was also giving a few public performances for fun. His compositions were written primarily just for the piano as a solo instrument. The piano meant everything to Chopin, and the piano was the most popular instrument of the Romantic Period as stated before. Many people have said that Chopin was a Nationalistic composer. Nationalism is a love of ones country and the desire to see ones country free from invaders. His music speaks to these feelings of patriotism and freedom (Todd 55). It is believed that Chopin invented musical forms such as the instrumental ballad. The instrumental ballad is in a wa y like a story having a dramatic or exciting episode in it or even a narrative. The twist is that this episode or narrative is placed in a song, poem, or even a verse by a person such as a composer. Stories that are looked at as ballads include but are not limited to, historical accounts, familial traditions, or fairy tales. These three examples communicate the fact that these ballads are indeed heard from oral tradition; a story passed on from generation to generation. The ballad usually has three stress lines which are called a balled meter, and simple repeating rhymes, which are often repeated with a refrain. It is also said that Chopin was also responsible for major innovation in the piano, here are just a few; sonata, mazurka, waltz, and prelude. Chopin wrote four Sonatas. A sonata is a musical composition of three or four movements of contrasting forms. Using the word sonata from the Latin and Italian sonar it means to sound. Three for piano solo and one for piano and cello. His sonatas were targeted of much abuse that Chopin had four of his maddest children under the same roof. The traditional Sonata form is A-B-A. Chopins first sonata was titled Sonata No.2 in B-flat minor, Op.35, this was composed in 1839 at Nohant near Chateauroux in France. This sonata consists of four movements; the first is the Grave; Doppio movimento, second is the Scherzo, third is the Marche funebre: Lento, and the forth is the Finale: Presto. In the first movement I feel as if the song features a stormy opening maybe to introduce the theme while the second theme has more of a calmer relaxed feel to it. The third movement begins and ends with the funeral march in B flat minor which is what gives this sonata its title. The finale contains a whirlwin d of notes played in unison. There is not a single rest of chord until the final bars. In the finale there are a lot of dynamics, the volume changes very often. As I listen to this sonata I feel my mind drifting off and I mean that in a good way. I am thinking of memories and I imagine myself staring out by the window on a rainy day while this is playing in the room. I feel very calm and very at peace when I hear this sonata, but at the same time I feel as if this sonata is very slow and down that it kind of makes me bored in the middle of it. A mazurka is a moderately fast Polish country dance which was popular in Europe during the Romantic Period. These Polish folk dances are in triple meter with a heavy accent on the second or third beat of every measure. For example: (1-2-3|1-2-3 or 1-2-3|1-2-3). The Mazurkas, Op. 6 contains four of the first mazurkas that Chopin published. No. 1 in F minor uses Polish folk rhythms and modes. This Mazurka starts out with a piano section in which the theme is started. The second theme is started in fortissimo. Fortissimo is used in dynamics to refer to the volume of a sound or note. Fortissimo means very loud and it is the highest dynamic there is to capture the volume of sound or a note. These two passages both end with repeats. The third theme is introduced as an ostinato, which is a phrase that is persistently repeated in the same musical voice that an ostinoto always has equal sounds. Chopin composed a total of 58 mazurkas. Another famous mazurka by Frederic Chopin was his Mazurka i n B-flat, op.7, no.1. The melody of this mazurka stands out in the uppermost voice while the lower voices play a strictly supporting role. The texture is homophonic because of the high melody of the piece. This work is a character piece; it has short works that capture a particular character, not the character in a story but in the sense of a characters mood. This piece of music by Chopin is a great example of musical nationalism and a great example of how Chopin used nationalism in his music. There are no voices just the piano heard in this mazurka but the piano is playing the part of the vocalist. A drone bass is a single pair of notes that are repeated over and over again which is used in this song. This mazurka uses a lot of scales (Do-Re-Mià ¢Ã¢â€š ¬Ã‚ ¦) that go up and down. This mazurka is popular with the pianist opening with a theme that consists simply of an ascending scale- a serious of steps going up in an upward motion to p which is soft. Then later the mode changes to mystery or contemplation and the series of scales go down in a downward motion to pp which is very soft. This is when rubato is taking place. Rubato in music just basically means when the tempo is being pushed and pulled by the measures. A waltz is a ballroom and folk dance that is performed in a closed position. A waltz is a piece of music that is in triple meter; a waltz also has a 1.2.3 1.2.3. count and is usually a slow tempo. Waltzes have one chord per measure and the root of the chord is the first note. Chopin himself composed 20 waltzes. A prelude is a short piece of music in which the form of it may vary. Chopins Waltz in D flat is a popular Waltz that many are familiar with. It is popularly known as the Minute Waltz. Chopin wrote this waltz in 1847; therefore it was composted during the middle of the Romantic Period. Chopin did not intend for this waltz to be played in one minute usually this performance of the waltz is about one and half to two and a half minutes. While listening to Chopins Waltz in D flat, I very much enjoyed the Waltz. It is very fast and I like that it keeps to a rhythm. I also like how some of the notes are loud and out there for the listener to hear very clearly, and then after a while the notes just fade away and are very quite. It makes the listener want to pay extra close attention to the notes, and then when the listener does, the notes surprise the listener and come back louder like they were played before. I was also imagining a big ballroom full of people dancing and that is not because this is a Waltz. The truth is the feel of the music. This kind of mu sic makes you want to ballroom dance in a way. Franz Ritter von Liszt was born on October 22, 1811 and died on July 31, 1886. He was born to Marie Anna Lager and Adam Liszt in the village of Raiding in Sopron Country, which is now in Hungary. Liszts father played the piano as well as many other instruments and he taught Faranz Liszt how to play the piano at the young age of seven. Then at the age of eight, Liszt began composing. At the age of nine, Liszt appeared in many concerts and after the concerts, a group of well off Hungarians offered to finance Franz music education abroad. He was a Hungarian composer, a wonderful pianist and a teacher. Liszt was becoming popular during the 19th century throughout Europe for the great skill that he had as a performer. He is said to be the greatest pianist of all time. Many individuals are influenced by him as an important composer and a conductor who contributed to the modern development of the art of all time. He contributed to the invention of the symphonic poem. The symphonic poem is a lso called a tone poem and is a piece of orchestral music in a single continuous section (a movement) in which the content of a poem, a story or a novel, a painting, a landscape or another (non- musical) source is illustrated or evoked (dictornary.com). The term of symphonic poem was first applied by Franz Liszt himself to his 13 works. Liszt also developed the concept of the thematic transformation as part of his musical form and making departures in harmony. Liszt was known as a prolific composer. His career followed his changing personal and professional life. He was not afraid to mix professional and personal life together. Liszts piano works are said to be difficult to the average person. Liszt also liked to expand his musical ideas into poetry and painting. The largest and well best known music of Liszt has to be his original piano work. He was known for taking previously done works and revising them for example, Annees de Pelerinage which means years of pilgrimage in English has gone through some thoroughly revised process by Liszt. Many people have said that Liszts piano works are divided into two different classes. The first class are his original works such as the piece called Harmonies poetigues et religieuses and the second class are the fantasy works that have been done by other composers, for example Liszts transcriptions of songs done by Schubert. Liszt is well known for composing almost six dozen original songs with a piano accompaniment. A lot of the songs were in German or French, and only one song was done in English. As of today a lot of Liszts songs have been forgotten by the public. Liszts songs should be played and remembered forever because he loved the idea of programme music. Programme music is much that is intended to evoke extra musical ideas. His own view on this was that music can be taken from the preface of the Album dun Voyageur (NAME PG). One thing that great composter need to be is noted teachers and Liszt was the most noted teacher of the 19th century. Liszt piano concerto no.1 consists of four movements. Allegro maestoso, Quasi adagio, Allegretto vivace, and Allegro maziale. During the Allegro maestoso, the piece begins and the theme is introduced by the orchestra. Then following is the piano with an octave that spans four octaves. The duet is quiet and is formed between the clarinet and piano making the passage peaceful. The main theme soon takes over again there after. Introduced in the adagio section is the cello and the double bass. They are introduced in serene, unison cantabile prior to the rest of the string joining sections. The double bass and cello descend before the joining of the piano in una corda. The piano develops further while using the string theme. A strong fortissimo is played as the climax is reached. Prior to this a descending diminuendo scale is played. The orchestra joins in full after a slight pause following the same theme but instead a cello is played as the piano is played quickly. This introduces a new passage. The windward section is now playing a new theme as the piano is in the upper register. The passage comes to an end with the piano. Staring the Allegretto vivace is a string quartet. There after the piano resumes, playing the same theme as it further develops. Giving the concerto its unique form, the last two movements are reintroduced and combined. The ending of the movement ends the same the same way the first movement began with a piano passage ending in F-minor. During the Allegro marziale animato begins with a descending E-flat scale which plays before the orchestra plays the slow woodwind section that was played in the previous movement. The brass is used to decorate the melody in this movement. This movement continues to bring all the themes out at different times while combining them all together. Liszts Piano Concerto no. 1: Allegro maestoso-Tempo giusto makes me feel as if Im at a dinner party listening to this song playing. I very much enjoy the part when the piano and the orchestra are played together. The whole song just gives this feeling of excitement at some parts with the cello being played then when the piano and orchestra is playing together I get this sense of being at a real piano concerto. This song is making me feel as if its a real professional song that is being played for entertainment. Liszt fell down the stairs of a hotel on July 2, 1881. It was believed that Liszt was in good health before the accident of his death accorded. Later on when he got checked in for his accident, it was shown that Liszt had dropsy, asthma, insomnia, a cataract of the left eye and chronic heart disease (NAME PG). Liszt later died in Germany, on July 31, 1886. He died at a normal age at the age of 74. Felix Mendelssohn originally named Jakob Ludwig Felix Mendelssohn Bartholdy was born on February 3, 1847 in Hamburg Germany and was raised by a highly intellect Jewish family. He first began studying the piano after his family had moved to Berlin under Ludwig Berger and then studied composition under Karl F. Zelter. As a child, Felix played the piano and the violin. He showed a great level of talent as a child proving that he was a prodigy. Not only did he show that he was musically gifted, but he was also artistic and proved to be gifted in foreign languages. It was believed that Mendelssohn was not just a great composer but also an artist. His giftedness included drawing, watercolors, and oil paining. He also drew humorous sketches and cartoons in the text of his drawings. Music and art go with each other and both are great works of art. Clearly Mendelssohn was a very gifted man. Mendelssohn also had a normal life like most people do. He got married to Cecile Jarnrenaud on March 28 , 1937. They had five children together which they named: Carl, Marie, Lilli, Felix, and Paul. Mendelssohn traveled across the European content to study music such as Paris where he studied the works of Wolfgang Amadeus Mozart and Johann Sebastian Bach along with his sister Fanny who was said to be the one to introduce him to music as a young child. Mendelssohn most defiantly got his ideas for music from some of the greatest composers of the earlier time as stated by Mozart and Bach. Mendelssohn was inspired by the many musical masters, especially Bach. Mendelssohn composed eleven symphonies, five operas, and many other piano pieces. These pieces were only the beginning of his highly talented musical career. At such a young age and at the beginning of his musical career, he managed to impress every audience member and proved his musical talent. His first concert that he preformed in front of a public audience was at the age of nine. At age fifteen in 1924, Mendelssohn wrote his very first full orchestra symphony in C minor, Op. 11. String E-flat major which he wrote at the age of sixteen truly showed the power of his musical talent. His best known early works were, This Octet, and the overture to Shakespeares A Midsummer Nights Dream: Wedding March. Mendelssohns overture to Shakespeares play, A Midsummer Nights Dream is written in sonata form. It is a one movement work with no repeat of the exposition. The work captures the chaotic, magic spirit of any enchanted forest. There is this pull against the world of fantasy and the world of reality. The real are the two pair of human lovers while the unreal are the fairies. The transformed unreal is the workmans head that is changed to a donkey during the end. This work has a story to it therefore it is program music. The artists thought it was important to integrate purely instrumental music with ideas which is what Mendelssohn clearly did here. Mendelssohn also wanted to create characters through sound. There are five opening measures of this work. The first measure is entirely winds, it draws to the enchanted forest such as setting the story out for the audience. The second measure is the high- pitched figure in the strings. The third measure is the loud theme, it reflects the heavier world of the pair of humans and its ruler (Theseus). The fourth measure is the first theme in the secondary key area. When the human lovers fall in and out of love with each other. The last measure is a loud, braying theme which is associated with Bottom, the head of the donkey. The workmans head is changed into a donkey is when the fifth measure is introduced and finished. Sonata form includes the exposition, development, recapitulation, and the coda. In the exposition, all the opening themes are introduced in the tonic key area. Moves from tonic to new key area. This is the first binary section of the sonata form. Then in the development the temeses are being developed from the expositions that they were introduced in. This is when the new key area moves into the unstable key area(s). In the recapitulation the opening theme(s) in the tonic are returning. This is when the unstable key area(s) move to tonic again. Then the return of theme(s) are still in the tonic. This is the second binary section. Then coda in Italian means tail, which indicates the movement to a close after the recapitulation. The coda is the ending where new music usually shows up that has not been heard in the rest of the work so far. Now in this work of a sonata form, the characters are introduced in the exposition. In the development the exposition does not need to be repeated. T he scurrying theme heard here is associated with the fairies. In the recapitulation all the main themes are brought back to the tonic. Then the coda is when it ends the work as it began. During the coda the listener can hear long held notes being played by the winds. After Mendelssohns death on November 4, 1847 it was believed that the death of his close sister Fanny six months before Mendelssophns death caused him great distress in his life. In his wake he was mourned both in Germany and England. That just comes to show what a great reputation he had. In England his reputation was very highly looked upon for an extremely long period of time. Mendelssohns popular piano music will always remain popular to his fans especially the overture to Shakespeares: A Midsummer Nights Dream: Wedding March. The 19th Century Romantic Period must have created an impact to future generations. The Romantic Period to date created old technologies for later generations to use. The Romantic Period also made it okay to turn poetry into songs. This era showed that not every song has to be about falling in love and having a happy fairy tail ending. It showed people that it is okay to write and sing about the dark side of things. Romantic Period made it possible for future generations to express themselves into the songs that the composers write nowadays. The Romantic Period had passion in the music that was performed. This passion carried along to the future generations. Celine Dionne, Taylor Swift, and many more artists put passion into their songs. It is the songs that have passion that the audience enjoys listening to over and over again. People enjoy going to the concerts, enjoy and wants to buy the CDs, because the people want to hear songs that have passion in them and songs that they can r elate to. I honestly believe that the 19th Century Romantic Period had a lot of impact on our generation and will have impact on many more generations to come. Individuals learn and grow from the past. People take old ideas and try to make them new, but they also keep the initial thought of the idea going. The new ideas that are represented have to start from somewhere. It is like adding a new larger step to an idea that was perfect in the past, but just adding a little something more to make that idea even better now in the present. The events and changes of society have greatly affected music. Such as the attitudes, ideas, inventions, discoveries, and various historical events of society all played a big role in inspiration of 19th century music. During the 19th century, the industrial revolution was in its prime. The industrial revolution had a huge impact on the music of this time period by the implementation of new technology into musical instruments. Some of the innovations included newly redesigned mechanical valves and redesigned key for brass and woodwind instruments that improved sound quality and ease of play. The uprising of the middle class impacted the development of music as well. Prior to the 19th century music era, a vast majority of composers were living on the patronage of aristocracy. Most of the audiences of the performances were of mostly upper class music savvy individuals and were small in numbers. Large audience concerts such as festivals and public events were often wrote by composers of the Romantic Era. The audiences of these performances were mainly paying customers and didnt have vast knowledge of music that the upper class did. Composers of the Romantic Era did not want music to be segregated among a particular class of society. Instead it is stated that the purpose was to write music that was to be heard (Young 1967, 527). During the 19th century, the importance of nationalism became increasingly important and projected into the music and other various arts of the Romantic Era. Nationalism was expressed in the music by implementing native unique elements of native cultures like folk songs and dances. Using elements such as rhythm and melody by composers, the diversification of the musical language was increasing especially during the end of the 19th century. Nationalist music written by composers contained many different elements from various cultures. Music from one country may contain elements from another and incorporate it into one. For example Bedrich Sm entana and Antonin Dvorak of Russia used elements and themes from Czech songs and folk dances. Chopin also wrote some of his pieces in such forms as polonaise and mazurka which was originated from polish folk music. It can be said that during this time music became very politically charged in a global scene.