The music video of Michael Jackson Essay Example for Free

The music video of Michael Jackson Essay The music video of Michael Jackson named Billie Jean maybe considered as one of the best solos written by the great artist. The song was part of the multi platinum selling 1982 album ‘Thriller’. It was produced and written by the artist himself and he believed that the song would be a hit from the beginning. He even quarreled with the producer about including it in the album. He put up a fight with his producer Quincy to keep it in the album. The song was included in the album ‘Thriller’ and became one of the well known ones in the group. The presentation mainly features Jackson being followed by another person who is conceivably a detective of some sort who tries to record some proof about the relationship of MJ with a girl. As usual the whole video is shrouded in an aura of the supernatural and the singer is exalted to another plane beyond that of mortals. This cannot be counted as anything extraordinary, as the technique is employed only to keep the attention of the viewer glued to the screen. The Analysis of Billie Jean The song itself is named after a girl. The girl, according to MJ, is a model of girls called groupies. Groupies, who hung around back stage doors, loved performing artists, and followed them around on their tours. Such girls often suffered setbacks and were prone to drug addiction and mental instability. The song starts with MJ praising the beauty of the girl, but the mood of the singer in the video is rather gloomy. There is a private detective following him, from what follows, maybe he is trying pick up some piece of evidence. The lyrics ooze out the sympathy of the singer to the girl and the video shows him slipping from the person following him. The first feel that you get when you watch the video is the sad mood of the song as well as the lyrics. It goes without mention that the solo is rather in empathy with the girl in the poem. It is seems as if Jackson was sad that he had broken somebody’s heart. But at the same time he is rough with the rough. He traps the person who tries to trap him, maybe a paparazzi of some sort. The video depicts Jackson endowed with the supernatural, as in many of his other videos. It starts in a shady part of the town, being changed by the presence of the singer. The setting suits the mood of the poem and indicates the gutters in which MJ’s imagined lover lives. His steps are marked by light and he exudes kindness in his actions and gestures. He is followed by the detective (or reporter) who tries to be inconspicuous. After this a newspaper that shows ‘Billy Jean Scandal’ written on it is shown falling from the hands of the detective, which puts us directly in the middle of the scandal that Jackson faced a short while before the video was made. The lighting up of the steps, the sudden alteration that happens to the man who is given a penny by Jackson, his disappearing act twice in the video, all give it an appearance of the majestic presence and prowess of the singer. It is a device used by the icon in many of his songs and this cannot be seen as something calculated to make him a mythical icon or something equivalent. MJ was the first among many who successfully utilized short videos to convey a strong background to the song and dance, thus keeping the audience spellbound. The video is made to suit the lyrics and it is the lyrics that clearly get the upper hand during the song. Without such powerful lyrics the song may not have become such a hit. The best reason for this assumption is that the lyrics could stand alone, but the video could not stand alone and a viewer would not be able to make heads or tails out of it. â€Å"But the kid is not my son†¦Ã¢â‚¬ is a very powerful phrase oft quoted within the lines in the poem. Then the newspaper headline ‘Billie Jean Scandal’ clarifies only with the â€Å"She says I am the one†¦.. †. At first it is a sign of negation, but later on the tone changes, that though he sounds to be sympathetic, he is also saying that he has done nothing wrong. It is as if the singer was laying out his innocence as well as his competence to deal with the traps before the audience. I feel that we should consider the fact that MJ was also a partner in the production apart from Quincy who produced the video. Jackson’s experience with the groupie an year back could have controlled the way he produced the video. If this was an outburst, he would have certainly left some clues within the video, even while negating it before the public. The clues would be there, for those who knew where to look for them. We find that the experience was personal and reflected in the video, under close scrutiny. The girl on bed whom Jackson is photographed with, by the detective is anonymous. We should read this together with â€Å"the kid is not my son†¦Ã¢â‚¬ . He never negates what the girl was to him. His approach to the girl is sad and thoughtful and not menacing. The video is also sympathetic with the girl, because he approaches her in the bed. ( It could also be that it was done to trap the detective, so that the he could be trapped by the police). MJ uses several techniques in the video to make it convey the mythical image of the hero. The steps he take is always lighting up. Even the pillar he leans on lights up. Once when the detective tries to catch him he just disappears. The lighting up technique is later used to show the invisible presence of MJ following the arrested detective. Another technique is the presence of the cat, which can be seen to change its size. All these things work together to capture the attention of the viewer. We should say that he succeeded in this technique. Another major success that was achieved by MJ was that he left many things unsaid and left it to the intelligent viewer to decide about it. It is true in the case of short films that often the director feels it painful to leave out scenes that were difficult to shoot. But MJ has been careful to present only the bare minimum that was needed to present the story, and left the rest to the viewer’s imagination. Another great technique is the start/stop dancing technique of MJ which gained popularity with his as well as his teams support. This is what makes the video exceptional. The technique is physically very complicated and gained popularity around the world with its use by MJ. The dance stills used in the video is superb and the all compliments are due to the editor who has done wonderful job of editing the whole video to perfection. This comparatively slow number catches all the attention of the audience. Its title was actually related to another video in the same album, ‘Wanna Be Startin’ Something’, rather than any connection with the star tennis player, Billie Jean King. First of all, the solo was introduced into the album which was named ‘Thriller’. As we hear the song, we find that the other songs are fast whereas this solo could not have withstood the heavy onslaught by other numbers. But, it was Jackson’s creative genius and a deep understanding of his audience that made him confident that audience could accept this slow number. He has said earlier that he knew the song would be a hit, because he felt exhilarated after writing the lyrics. His capability to keep his audience guessing along with his inimitable dancing style has made the video wonderful. I feel that the video was created with the effort enhancing the dream lover image of Michael Jackson. With the mighty stroke of an artist he establishes himself as the lover of dreams and the same time capable of outwitting his numerous enemies. He silently accepts the love of the girl, whom he agrees to be a groupie and proves to be too slippery to fall into a trap. He has appeared in another of his albums as lover cum vampire and I would even dare to say that he was a forerunner of Stephanie Meyer, who wrote the book ‘Twilight†. He has successfully established for himself, an image of the superhuman lover, that every teenager longs for in his/her unconscious. In this video, he has further enhanced it. This should be read side by side with the lyrics â€Å"People always told me be careful of what you do And dont go around breaking young girls hearts And mother always told me be careful of who you love And be careful of what you do cause the lie becomes the truth† Thus he indirectly speaks about his enticing personality and at the same time expiates himself of any connection with the girl in question. But then, he keeps himself open to relations. The versatile genius of MJ is very clearly brought to light and he is able to project himself as the youth icon, around the world. This video is a very good example for that. He also keeps everyone guessing and glued to the screen till the end of the video. Conclusion Michael Jackson was the undisputed king of pop music. The video was a landmark in the life of MJ. His ability to touch the hearts of his viewers was once again brought to light. The video earned him many awards and made him top many charts in America as well as Europe (Michael Jackson – Billie Jean (4:51)). Works cited: Michael Jackson – Billie Jean (4:51). July 29, 2010. 2010. http://www. last. fm/music/Michael+Jackson/_/Billie+Jean

Friendship in The Pact :: The Pact Relationships Essays

Friendship in The Pact Friendship is a huge part of everyone's life, whether they know it or not. In some way shape or form everyone needs relationships. In the book The Pact, friendship is huge. Three boys George, Sam, and Rameck become best friends and you could say that they save each others lives. Not physically but in a sense that without the pact they made there lives might not be where they are today. I can relate this book to a very good friend of mine that got caught up in a bad situation. I’ll use the name â€Å"Bob†. We live in the small town of Cape May, NJ and everyone knows everyone. Not always the best situation for people like Bob. He and I became friends before any of these awful things started to happen. Bob got caught up in the wrong crowd one summer and begandealing cocaine. At the time I was un- aware of this. I began to notice a change in him around the middle of the summer, I asked him if there was anything wrong or if I could do anything for him. Bob wouldn’t tell me what was going on, he said, â€Å"I don’t want to hurt you.† With this statement, â€Å"I don’t want to hurt you.† I immediately knew that something was seriously wrong. At the time I didn’t know what, but I was going to find out. So I started snooping around, and I did my own investigation. Some may say that it was me being nosy, but I know that I’m sure glad I was. It’s a good thing I did too. In my snooping around I found out that Bob was dealing cocaine. It was at this time that I realized Bob’s situation was real, and I would have to do something about it. I thought Bob simply needed to get away from where he knew everyone, and drugs were so easily accessible. Bob and I then sat down to talk. This was not easy for me to do and I’m sure it wasn’t easy for him to hear. I mean, picture someone you think of as a little sister sitting you down and saying, â€Å"Bob, I know all about you dealing cocaine.† It takes a lot to stand up to your friends, but it takes a lot more to just sit and watch their lives go down the drain.

From Anxiety to Power: Grammar and Crisis in Crossing Brooklyn Ferry

In the article â€Å"From Anxiety to Power: Grammar and Crisis in Crossing Brooklyn Ferry†, by Roger Gilbert, he talks about Walt Whitman’s poem â€Å"Crossing Brooklyn Ferry†. Gilbert feels that this poem is odd for Whitman because he â€Å"never speaks directly of death† (339). He says that â€Å"Whitman’s tone remains resolutely ebullient† (341), even though death is also present throughout the poem. Whitman’s struggle with death is figured in the poem to be a struggle with writing and to cross out of writing and into speech. He wants to start writing about life and power, not death and absence. Whitman really thought out the title of the poem. Crossing Brooklyn Ferry† is a crisis poem because of his need to â€Å"overcome the deathliness of writing and to return to the spoken idiom that is Whitman’s truest mode† (342). Gilbert feels that the crossing carries the poet from the â€Å"face of death† to â€Å"a renewed sense of his own power†. In the poem, Whitman uses a second person pronoun, which is rare to see. The article asks why Whitman uses the phrase â€Å"face to face†. Gilbert says the answer is because â€Å"objects have become people, people in turn have become objects† (343). This allows them to be mastered by Whitman, but also the passengers let him know that he isn’t impervious to death. When Whitman says the word you in his poem, he in the end talks about â€Å"the future commuters† (344). As you read more into the poem, you see that the poet is â€Å"metamorphosed from a me† to a scheme that no longer goes with the object-world. Towards the end of the poem, Whitman becomes more passive, which is very uncharacteristic of him. When he says â€Å"The current rushing so swiftly and swimming with me far away†, he hints that he is disappearing from the scene. Also after Whitman talks about the sunset and falling back to sea, you can see how prominent death is in the poem. In my opinion, Gilbert does a good job of interpreting Whitman’s poem.

Elderly Drivers Informational Essay

Informational Essay Currently there is an extremely important issue that the public should understand more about due to its enormous impact on many citizens. This issue pertains to the safety concern surrounding the elderly while operating a motor vehicle past the age of 70 years old. This debate whether old people should be allowed to drive is often brought up by younger drivers, the reality is that all able bodied people who are physically and mentally healthy should be able to drive but as we grow older it is inevitable that our health will decrease.There are many different arguments on this subject and seems to be a widely spoken debate amongst road users regarding each of their opinions on the possible changes to be made addressing this concern. We can examine the argument by first generally summarizing each side of the argument and their position with supporting evidence of each sides common claims. One of the most common claims made by advocates for the elderly drivers are as following even though the initial licensing procedures vary greatly in the United States.However, those who tend to favor the allowance of elderly citizens to drive on their own, likely believe it is an insult to senior citizens ability to drive and do not support the newly suggested regulations in order for any citizen over the age of 70 to be considered for their license renewal. Most states generally allow license renewal if there are no suspensions on the driver’s license and may require appearing in person. Aside from the general requirements previously stated there are two aspects of the license renewal process that seem to vary substantially among states.Which are the length of time between renewals as well as some additional requirements that may possibly be imposed on older motor vehicle operators. Such legal requirements currently exist in 28 states as well as the District of Columbia who, specifically states that an applicant shall not be required to retake the wri tten exam or road test based solely on advanced age. This regulation is imperative in exemplifying current licensing laws in the other states and their positions held regarding this matter. Some of the more southern states even allow certain privileges or rewards for elderly drivers.For instance, in both Oklahoma and Tennessee, the license renewal fees are reduced for drivers that are 60 years of age or older. Tennessee in particular also permits current drivers past the age of 65 and over to retain a driver’s license which will be indefinitely valid without an expiration date. The laws created by these states contribute to the increase in older drivers and supports their rights. The ability to drive represents a freedom and independence from relying on anyone else, and allows us to feel self-sufficient and capable.It is the belief of many that older drivers should be allowed to drive without any verification of his/her competency and that the elderly should be able to operat e a vehicle independently at their own discretion on the road and renew their driver’s license, without first screening for safety requirements. A survey conducted on www. surveycentral. org, showed a 76. 5% majority of those surveyed in a research study voted that older people should be able to drive if they can pass a driving test.The parties who wish to not enforce further driving laws pertaining to elderly people also believe that a loss of mobility to an elderly person tends to diminish their sense of independence and self-confidence leaving them feeling stranded or alone and ultimately leads to a decrease in the overall quality of life. The author Liisa Hakamies-Blomqvist in her essay â€Å"Older Road Users† supports this position with statistical evidence and research when she reports the following statement: â€Å"Older drivers do not have a higher accident risk than others.They do however have a higher risk of being injured or killed in accidents because of w ith their age there is increasing physical frailty†( Hakamies-Blomqvist, 1997). The license renewal of the elder drivers may pose a problem among older citizens who will soon be approaching this age of evaluation, that are not likely to be cohesive with this proposal for various reasons. The fact that they are soon approaching this period in their life as they are getting older, and certain rights are undoubtedly being taken away from them with mandatory evaluations/examinations can be seen as a human rights issues.However, the main concern held in this matter lies in the safety and well-being of all vehicles including passengers and drivers. According to a recent study by Carnegie Mellon University in Pittsburgh and the AAA Foundation for Traffic Safety, based on data from 1999-2004 displays statistics to support the claim that laws should be enforced and can be seen in the following surprising fatality rates for drivers: â€Å"Which begin to climb after age 65, and from age s 75 to 84, the rate of about three deaths per 100 million miles driven is equal to the death rate of teenage drivers.Even worse for drivers 85 and older, the fatality rate skyrockets to nearly four times higher than that for teens† (AAA Foundation for Traffic Safety, 2004). Various statistics show similar results when comparing fatalities and crash rates involving elderly drivers and is a concern for many people. This concern is exemplified by the following statement by Barbara Harsha, executive director of the Governors Highway Safety Association. It's a huge problem, and we really don't have any solutions to it yet,† â€Å"We need to keep moving on it and try to find solutions as quickly as possible†(Harsha, 2004). This is a continuing problem and will only increase in severity as the boom of newly aged senior citizens grows rapidly, and will inevitably be driving on the road with us. This seems like an issue we should be addressing as citizens, however we have n’t been able to come up with any compromise or solution to resolve this problem as of yet.As far as seeing a visible improvement in statistics from any changes made in this effort seem that the only measure scientifically proven to lower the rate of fatal motor vehicle accidents involving elderly drivers is to require the seniors to appear at motor vehicle departments in person to renew their licenses. Research demonstrates that senior citizens who drive are involved in more fatal car accidents than any other driving age group. However, while senior drivers do pose a risk, losing the right to drive may also possibly lead to isolation or depression.Even though many states have implemented various restrictions on senior drivers in an attempt to fix the problem, there have been no successful results overall regarding this issue and so far all attempts seem to be inadequate to fully address the issue and resolve this situation. Therefore, the current challenge that seems to be f acing the community regarding transportation safety is how to provide the elderly with the easy mobility that they are used to having, while at the same time focusing on safety as a main priority.

Branding British Tomatoes Responding To New Foreign Competition Threats

Branding British Tomatoes Responding To New Foreign Competition Threats Background British growers are facing competition from foreign exports and this has prompted them to put up an intense fight. Whereas the trend towards the domestic sustainability has indeed assisted the British farmers to secure some sales, in the future market, this only may not be sufficient enough.Advertising We will write a custom coursework sample on Branding British Tomatoes: Responding To New Foreign Competition Threats specifically for you for only $16.05 $11/page Learn More John Giles said this while addressing the British tomato growers association at their 2010 conference. The UK has become a prime market for tomatoes as it has a greater appetite for the tomatoes and other product besides having affluent customers. The Fast Moving Consumer Goods markets have seen competition among producers and suppliers increase and it has facilitated branding as a strategy to stay competitive on the market. Many producers have conducted a number of marketing ca mpaigns to enable their products to develop strong brand identities for consumer products like bread (Warburtons bread, etc) and milk (Cravendale and Yeo Valley milk, etc). These advertising and promotional activities for these consumer products have combined both the rational and emotional appeals with a unique image description with certain characteristics to attain competitive advantage. The Tomatoes Challenge Having been faced with imminent threat from foreign competition, the larger UK tomato grower Ennivel has come up with a strategy to develop a brand identity and a communication strategy for marketing its products on the domestic market. Ennivel has secured the three leading supermarket retail chains in the UK namely, Sainsbury’s, Morrison’s and Tesco. Nonetheless, Tesco has already begun purchasing tomatoes from the Spanish, Dutch and Italian importers and this has caused worry to the Ennivel executives that the business may not be able to compete aggressively with these larger exporters based on prices and quality alone. It’s with this in mind that Ennivel is developing a brand of tomatoes that will communicate the healthy eating lifestyle (Organic + fresh tomatoes = Healthier life). The Branding Strategy The brand name i proposed for Ennivel tomatoes was Choochi. This is a very simple name and easy to keep in mind once a person comes across it. The name can readily be remembered and they can easily pronounce it. Furthermore it could be associated with chewing based on the sound. It is therefore almost a descriptive name describing tomatoes as edible.Advertising Looking for coursework on business economics? Let's see if we can help you! Get your first paper with 15% OFF Learn More The double O between the consonants will be drawn into tomato shapes therefore people can connect the name with tomatoes as they read it. Moreover the name Choochi can be easily identified as a logo and it will be drawn in red w ith the two O’s depicting very ripe and succulent tomatoes As a group we however settled on branding our tomatoes as â€Å"Lyco† instead of Choochi. We derived the name Lyco from the word lycopene. Lycopene is the name of the carotene compound found in tomatoes. The group thought that this name was more suggestive of our product; therefore its quality will definitely be associated with superiority. This is why we thought the name was the most appropriate as it was connected to tomatoes in a unique way. The Advertising Message I suggested to the group that Tomatoes have a lot of benefits and the advertising will seek to adopt a message that will summarize all these benefits in simple and short message. Generally tomatoes add colour to food. Ripe tomatoes are usually red in and when used for cooking they cause food to have a reddish coloration that is appealing. Tomatoes are sometimes served as a main dish thus some people think it is a vegetable (Thybo 835). Due to thei r taste, tomatoes also add flavour to food especially foods like sandwiches, pizzas and other delicious delights. One can delightfully enjoy a simple salad that is made of onions, tomatoes and cucumbers. However, it is important to note that tomatoes are not just taste makers they have several other incredible benefits that entail possibility to prevent cancers and heart problems. For this reason, we as a group settled on advertising our brand as an important health food product. Our advertisement strategy will have two goals. The communication objective will be to build health awareness among our customers. We tell them that organic tomatoes boosted their health by protecting them from possible serious diseases like cardiovascular problems. Since health is a serious matter, we anticipate great response because many people are conscious of their health today. The group decided to adopt the advertising message in the form of â€Å"the Slice of Life Appeal†. This technique is f ounded on the conflict-solution concept where the consumers are presented as having or fear an impending problem. As a result they are actively seeking to stop it or prevent it.Advertising We will write a custom coursework sample on Branding British Tomatoes: Responding To New Foreign Competition Threats specifically for you for only $16.05 $11/page Learn More This makes a lot of sense because health statistics have shown that there have been an increasing number of people suffering from cancers and cardiovascular diseases over the past three decades. These medical problems are a very serious concern to the society. However, out advertising strategy presents Lyco tomatoes as part of the solution to help prevent such problems from developing. Tomatoes have a number of health benefits and among them include the ability to prevent cancer. Antioxidants in tomatoes have the ability to prevent cancer (Metzger 67). Cooked tomatoes have been found to have the highe st levels of lycopene which is the carotene element responsible for the red coloration and also linked to the protection of DNA from damage (Caballero 105; Metzger 67). Tomatoes also contain other antioxidants like vitamins A and C which function to reduce risk of cancer. Tomatoes are therefore protective against prostrate cancers, breast cancers, oral cancers and stomach cancers among others (Metzger 67). Ennivel intends to market Lyco tomatoes as healthy food stuff and as such, there are several slogans or messages that were proposed to help market its tomatoes (Thybo 835). Based on the benefits that tomatoes have, the following slogans were suggested ‘colour for your food’ this was drawn from the fact that the reddish tomato coloration adds colour to food (Caballero 107); ‘fill your life/meal with love’, this was derived from the fact that ripe tomatoes are red and in most cases red in that colour of love. ‘We like choochi’, was suggested to draw consumers into being connected to Choochi tomatoes because of their quality; ‘delicious is tomatoes!’ slogan was also suggested to help market the tomatoes are spicy and tasty for food preparation. Lastly, there was the catchphrase ‘Tomatoes are cool and healthy’. This is the slogan that will now be employed in the advertising message. The slogan is derived from the fact that tomatoes are essential food ingredients that not only add flavour and colour to food, but also have other healthy benefits. Therefore in order to sum these benefits in a short and attention attracting phrase, this slogan was selected. This is because the firm aims at selling the idea that consumption of fresh organic tomatoes was a healthy habit for healthy life (Thybo 835). The word cool may not be formal but it has deeper meaning in the contemporary society where people of all ages associate it with being classy, superior, important and attractive. Therefore associating this te rm with healthy is very tactical, as it will deliver the message simply and vividly to children and adults without seeming boring or too fancy for adults (Lewis Hill 207).Advertising Looking for coursework on business economics? Let's see if we can help you! Get your first paper with 15% OFF Learn More Research has found that children have a great influence on the way parents shop and that is why this advert is targeting children and parent. Essentially it is very easy to convince children concerning the product and draw their attention. Even though the main reason for advertising is to create health awareness and initiate the buying process, consumers like to be amused and enthused as well. Basically, people never respond to adverts that are too boring. By mentioning the word ‘healthy’, the advert will resonate with the audience at a slightly deep level because it will be informative hence inspiring interest. This type of advertising is set to elicit great response since in a normal market as consumers are always looking to solve a problem as the slice of life appeal suggests. With intensive campaigns advocating for healthy eating and organic food consumption (Powers 16), our slogan is bound to attract people who want to be â€Å"cool† or classy and eat health y at the same time. What Consumers have not been told about Tomatoes Most of the information about tomatoes has been said especially since there has been increased campaign towards healthy eating with the government and non-government organization claim on people to eat organic foods. Consumers may have not been told that tomatoes can help protect them form cardiovascular diseases. Lycopene also has the ability to mitigate the occurrence of cardiovascular problems like heart disease (Caballero 105). Researchers in Boston Brigham Women’s hospital found out that women who consumed tomato-based products had reduced risk of developing heart disease at 29% rate. Tomatoes also contain chemical element called chromium, and this chemical helps patients suffering from type 2 diabetes to maintain blood sugar at normal level. Besides being able to protect human beings from cancers, tomatoes are able to reduce the levels of the dangerous Low Density Lipoproteins which are usually referre d to as the bad cholesterol because of their impact on human health (Metzger 68). Research has shown that tomatoes have to reduce the oxidation of the LDLs and therefore this reduced the effect of oxidized LDL’s which include inflammation of the arteries and other tissues. This helps to reduced risk of developing arteriosclerosis. Tomatoes also contain greater amounts of potassium and scientific research has shown that potassium has the ability of lowering blood pressure and there reducing the risk of developing heart problems. The Target Market The advert will strategically target both parents and children in order to have greater sales and build customer loyalty. It is easier to convince children that a product is entertaining or offers some reward when they acquire it (Lewis Hill 207). Children present a very important group of in marketing since the UK lifestyle has completely transformed. In the past, children never had a say in whatever the family was planning but toda y, the society has changed and children greatly influence parents’ decision like going to holiday and what to eat among others (Lewis Hill 207). The advert is designed to catch the attention of the children. Basically this strategy can easily create brand loyalty because we anticipate that children will grow special attachment to our brand as it campaigns for healthy eating. Therefore they will be loyal to the brand as they will have greater understanding of our policy. As a group we thought that children are an important factor of decision making unit – DMU in a family. Children function as initiators of the decision to buy (Lewis Hill 209). Parents are willing to agree to the demands of their children because they want their children to feel loved and as such they can buy most of the things that the child might suggest or imply to like. Children also function as influencers by challenging their parents to buy or no to buy certain products based on certain reasons t hat they may have learnt concerning the product (Lewis Hill 210). When children learn about our brand from the television adverts, at school from peers and teachers or following actual experience of the product in direct promotional activities, they can influence parents to buy, especially when they are refereeing to healthy organic and tomatoes. In DMU, children are sometimes the deciders, the buyers and the users of the product (Lewis Hill 210). This is very important to note because, in today’s economy, all the customer categories are important especially children who have their own purchasing power and can influence that of their parents. Children in the modern world enjoy more autonomy and power to make decisions to the family compared to the past decades (Lewis Hill 212). This means that when children are more vocal with what they want, parent will be obliged to buy it. This has been termed as pester power where children nag and bother parents into purchasing The ide a of healthy eating is greatly advocated for in schools and even on the television by various groups that support the idea. Advertising is very much tied to psychology of the buyers. Healthy eating has constantly been advertised and it has become persistent where children can constantly plead with parents to consider organic foods (Powers 16). After that persistent plea, comes the importance of the nagging. Parent are struggling to ensure that they raise healthy children and with such intentions, comes the desire to give the best to their children and this also works like the guilt of not spending more time with children. Having targeted advertising, psychologists and researcher have identified what makes children react. This is based on their emotional, social and developmental needs as they grow up. This advertisement is clearly set to exploit art work of designing the logo, fantasy by use of informal words like ‘cool’ and hope by suggesting that organic and fresh tom atoes caused healthier lives. Besides attractive packaging and advertisement message, promotional activities will be conducted on the tomato shelf. Children will be given labels for every pack of tomatoes they collect. The pack will have a child challenge quiz for children to suggest ways of eating more tomatoes where the winner will be the most creative child and will be rewarded. Red dots will be put along the walking space to the tomato shelves to lead children to the brand. The salesperson will wear a red nose like a clown to amuse and excite children at the shelf hence drawing their attention to the brand. Since the children spend almost 8 hours at school, we will invite several schools for school trip to our farm, let the children learn how tomatoes are grown and let them help with the process of growing the tomatoes to build some loyalty to our product (number of students, timings and age will be determined differently depending on the school.) The key decision influencer for the children will be the brand design that is colourful; the labels give for every pack of tomatoes and catchy phrases used for our promotional activities. For the parents, it will be the pester influence from the children the fact that this will be promoting healthy eating. The CDM study will guide our understanding of their purchase decisions because the final decision is much deeper than knowing a brand name. It entails emotional pull and persuasive message. We have done thorough market research and identified the emotional triggers which include the pester power of the children and the need to have healthy life. Advertising Strategy: to Promote Healthy Eating Because of the increased cases of diet related medical conditions and the role that diet plays in influencing chronic diseases, it has become important that people have to watch what they eat. Fruits and vegetables that are cultivated organically have been found to have greater ability to fight cancers because of the antio xidants these fruits have compared to other fruits cultivated normally (Metzger 67). Research has found that pesticides, herbicides and certain synthetic fertilizers affect phenolics (the chemical responsible for plant defence mechanism). However organic fertilizers boost production of anticancer compounds (Metzger 67). Our production of tomatoes does not employ use of pesticides and herbicides. Previous researches have shown that synthetic chemicals raze the natural development of the natural plant elements like phenolics. Antioxidants are also destroyed in the same way (Powers 17). In order to be able to compete with other producers or growers, Ennvil aims at developing a brand â€Å"Lyco† which is basically organically produced tomatoes hence promoting healthy eating (Powers 17). The main idea behind this concept of advertising is that Organic and fresh food stuff will enhance healthier life. This is the reason why our tomatoes will be produced without fertilizers, herbici des and pesticides (Powers 17). The tomatoes will be delivered at the retail stores within 24 hours after their harvest and the main goal is to develop a friendly, unique and recognizable brand that will allow consumers to enjoy healthy lives and tasty meals. Our production will entail production of tomatoes by use of organic fertilizers and pesticides. As a result, the organic plants retain their natural chemicals as they are not interfered by synthetic chemicals from artificial fertilizers and pesticides. The tomatoes have the ability to make vitamins and other chemicals like lycopene naturally (Caballero 105). For this reason, the organic tomatoes are usually more nutritional in compared to conventional tomatoes. This means that their consumption will make the body to receive a greater amount of nutrition as in vitamins and other minerals required by the body for healthy growth and development. As part of the greatest marketing strategy, Ennvil will advertise tomatoes as very hea lthy for human consumption. To emphasize this, the message will say that Lyco tomatoes have many health benefits including defence from cardiovascular diseases. The major challenge will be to convince the supermarket that our brand will not beat theirs or affect it in business. However, based on the fact that the consumer decision making process take the issues of having alternative seriously, we will use this concept to ask supermarket to allow more alternative for customer because it is one of the things that will attract them to the store. Besides many clients do not like monopolistic businesses and as such, we will request to be allowed to engage in healthy competition where we seek to build each other’s competitiveness in terms of prices and quality of tomatoes. Consumer awareness has greatly increased and by having our organic tomatoes around, this will be an attraction enough to draw clients who would purchase other groceries as well particularly by impulse. This would be a significant opportunity for the supermarket to improve on the quality of its tomatoes as well as build a reputation of being friendly and fairs engaging in healthy competition. Media Strategy Contrary to the popular belief that the internet is a very fast paced media for advertising reaching many parts, studies show that Television is more effective (Tymore 71). We contemplated that we could use cinema advertising to market out tomatoes. However, there are several advantages and disadvantages that influenced our decisions. The advantage of using cinema for advertisement is that the message reaches the target audience directly because nearly all of the viewers pay attention to the big screen waiting for the movie to start or in between the movie they will still watch it (Tymore 71). Besides, the marketer is able to identify the target audience easily because in most cases the large number of people who go for cinemas are aged 18 to 35 years and few out of this age bracket. The major disadvantages are that it is very costly to advertise in cinema and sometimes adverts in a movie theatre seem like distraction and people do not like them. Despite the fact that they can easily catch the attention of the audience, out target group is children and parents and this target group does not visit cinemas as often. Instead of cinema, we resorted to using television as a medium for advertising because it is a medium that children and parent all have constant access. The cost of advertising on television is quite expensive if the ads have to be repeated for several times and on several channels (Singer Singer 376). Besides the ads are usually shorter and at times obscure but the Ennvil ad will be precise and revealing crucial information. Several experts will have to be employed in order to conduct the advert hence making the creation of the advert very intricate. We settled on TV advertising because of some major advantages that distinguish it from cinema advert. Tel evision has a great ability to communicate to a very large audience over a very big geographical area in a short period of time. Besides, TV advertising can be manipulated in terms of timing to target children and parents. The adverts can be targeted to specific audience for instance placing the adverts during children’s programs like the cartoon networks. The timing include in the mornings before leaving for school, in the afternoons and lunchtime period, and during weekends. The ads can also be aired on adult shows and health programs (Singer Singer 376). This way, the Ennvil tomatoes will be marketed to both the children and parents. The use of visuals, sound and action, the TV ads will enable us as marketers to influence the audience’s emotion as they listen and see the way the message is conveyed (Tymore 71). This also improves the credibility of the information being passed across hence catching the attention of the target group. Television adverts are bound to be very efficient in influencing the consumers’ perceptions and gradually swaying their decisions later as instant sale may not be possible (Singer Singer 376). To enhance TV adverts, the group also suggested that the firm with put up Billboards close to schools and major supermarkets including Tesco, Sainsbury’s and Morrison’s. These supermarkets already have their own lines of tomatoes with their names. Lyco tomatoes are only adding up to these brands to increase customer options. There will more adverts on the internet since its use cannot be overlooked. We will place adverts on Youtube, Facebook and other social sites to increase possibility of access by parents. As our tomatoes gain popularity, we believe the Word of Mouth will naturally take effect as our satisfied clients recommend it to friends and family. The Above the Line (ATL) advertising used here is television and it is very effective however, we will have a strategy to combine it with Below the L ine (BTL) strategies which will include the unconventional means of advertising. Basically the changing market dynamics of the FMCG shows that BTL is very effective as it entails direct communication via email and direct mails. Besides being on television, Ennvil will employ email and direct mail communication to initiate closer communication with our clients (Tymore 71). By sending direct mails and email to major retailers communicating to them our products, Ennvil is likely to win their confidence and secure orders because ambiguity can be clarified. We will link the ATL and BTL through social sites and sharing networks like Facebook, Twitter, Youtube and Myspace among others. This is just to make sure we reach a larger audience. The main challenge will be to adapt consumer advertising and transforming into adverting strategy. This consumer advertising strategy has had very crucial impact on businesses and Ennvil is expected to exploit all the advertising strategies to ensure that it competes with tomatoes exporters from outside the UK. Trade advertising will be designed to ensure greatest distribution of the products. The company will place articles in health magazines and or trade magazines like Progressive grocer. Caballero, Benjamin. Guide to Nutritional Supplements. London: Academic Press, 2009. Print. Lewis, Milton and Hill, Anderson. Food Advertising on British Childrens Television: A Content Analysis and Experimental Study with Nine-Year Olds. International Journal of Obesity, 22.3(1998): 206-214 Metzger, Boyd. American Medical Association Guide to Living with Diabetes: Preventing and Treating Type 2 Diabetes, American Medical Association. New York: John Wiley and Sons, 2007. Print. Powers, Sandy. Organic for Health. New York, Sandra Powers, 2006. Print. Singer, Dorothy and Singer, Jerome L. Handbook of Children and the Media. London: Sage Publishers, 2008. Print. Thybo, Annet, et al. Effect of Organic Growing Systems on Sensory Quality and Chemical Composition of Tomatoes. LWT Food Science and Technology, 39. 8(2006): 835-843 Tymore, Stan. Advertising and Public Relations. New York: InfoBase Publishing, 2010. Print.

Business Intelligence Advantages and Disadvantages

Business Intelligence Advantages and Disadvantages Introduction The purpose of this report is to discuss the both the advantages and disadvantages of using Business Intelligence within a business. As well as to discuss the potential algorithms which could be used to achieve datamining which will allow for discovery of information who may be existing or potential future customers. By the end of this report I aim to make it clear the advantages of incorporating these tools and techniques within the business, and the benefits that will be seen. Business Intelligence Business Intelligence (Business Intelligence , 2007) is a collection various technologies and tools which are used for collecting, organizing and analysing data and information, and then providing the user with the information in a form which will help them with making business decisions. There are 3 major parts to business intelligence Reporting, Integration and Analysis. Reporting is essentially the creation and use of reports, while integration is about taking da ta from a source and being able to modify it to fit another purpose and data source. Finally, Analysis is the producing and organizing structures that have been filled with data taken from a separate source, commonly tools such as OLAP (OLAP, n.d.) (Online Analytical Processing) are used in order to achieve this. This process if often referred to as Data Mining. Using Business Intelligence has numerous advantages and is something that every company should consider using. One of its most obvious advantages is that it can help show trends and correlation in statistics (E.G user activity, sales, and complaints) and this can then be used by businesses in order to improve. Another considerable advantage of using Business Intelligence is also the reliability of the presented information and allows for relatively accurate prediction which greatly improves planning. Although it should be noted that there are some disadvantages to using Business Intelligence, this is that the historical data that is recorded needs to be stored somewhere, and this takes up more memory, which not only means more cost in storage, but also a speed reduction as there will be a huge amount data to be analysed. Another notable disadvantage is the potentially high initial cost, as well as maintenance cost, and although these costs should pay for themselves with improved decision making there is a possibility of the investment not paying off. There are not many disadvantages to using business intelligence, but they should still be taken into consideration. (Disadvantages of Business Intelligence, n.d.) A good example of business intelligence being used by other recognisable companies is that Netflix (Business Intelligence, 2015), the online media streaming service, using this system of business intelligence to work out which shows will be popular, and which of their categories may need a little reworking. This gives them the information they need to stay ahead of the curve and to make sur e the shows that remain on the site are popular. Datamining algorithms With computers being used more and more within businesses, the information that the business needs to function is also stored on these computers (E.G Sales records, customer information etc.) so the ability to scan and analyse these massive amounts of information is incredibly beneficial to not only making business based decisions, but to predict sales trends or areas in need of improvement. There are a wide range of different Data Mining algorithms available to use, the ones discussed here will be the Decision tree, Bayesian Classification as well as K-Means. I have chosen to discuss and compare these 3 as they are quite different in how they operate.    One of the most commonly used Data Mining algorithms is the Decision Tree (Decision Tree Algorithm, n.d.), at the top of the decision tree we have a Root, which is essentially a check on an attribute, and from there the answers to the check make the bran ches. The leaves of the tree are in fact formed from each class label. The advantages of using this algorithm compared to the others is that in order to function it requires to prior knowledge of the domain, the other huge advantage which makes an attractive solution is that it is also very easy to follow and understand compared to more complex algorithms. The complexity for this algorithm can be worked out by the number of leaves that the decision tree has. This algorithm is often called ‘Supervised Learning’, this basically means that the data is already labelled within classes. ( Image taken from ( http://www.saedsayad.com/decision_tree.htm (Decision Tree Algorithm, n.d.) ) The second mostly commonly used algorithm for Data Mining is known as Bayesian Classification (Bayesian Classifcation, n.d.), this algorithm effectively works via predicting the probability that a pattern or set of information belongs to a specific class. This algorithm is often favoured am ong the Data Mining techniques for its efficient results, although it needs to be taken into consideration that if the data is highly random then another algorithm would be preferred over the Bayesian Classification. It is also not recommended to use this algorithm with small data sets as this came mean a very low precision as well as recall. Although this algorithm might seem simple, it’s also highly accurate and is used often in filtering software (email spam, language filters). This algorithm is a supervised learning, as the user provides it with an already labelled dataset. The third algorithm which should be considered for the Crowd Funding System is ‘K-Means’ (k-means, n.d.). This algorithm works by creating groups based on the set of objects this results in the in the members of the group more similar, this algorithm is often referred to as ‘Cluster Analysis’. ‘Cluster Analysis’ is a collection of different algorithms which all follow the same pattern (Clusters, n.d.). The pattern being that they create groups (or clusters) in a way which means that the cluster members are much more similar as opposed to non-grouped members. This is not quite unsupervised nor supervised learning, this is because the user states the number of clusters needed, but it still features unsupervised learning as well as the algorithm learns where the cluster belongs without the user needing to provide it with any more information. I’ve compared 3 algorithms, a decision tree based one, a clustering based one and a naà ¯ve one. My recommendation for use with the Crowd Funding Software would be the Decision Tree, this is for a number of reasons, the first being that it’s extremely easy to follow, even by someone who has no prior knowledge to the algorithm. Also because it’s easy to follow and understand it’s also easy to maintain and tweak it depending on the circumstance. Another major reason that I wo uld chose decision tree is that they work quickly as well being non-parametric. Non-parametric means that the algorithm doesn’t need specific data distribution in order to function. Data-mining advantages and disadvantages The main advantage of using Data-Mining for the Crowd Funding System would be that it could use ‘Affinity Analysis’ (Affinity Analysis, n.d.), this is basically a scan off all the customers previous shopping history and then be able to advertise to them directly. This applies to the Crowd Funding System as we can use data mining to find out what projects a customer prefers and then advertise those projects directly to them. (E.G If a particular user often supports Gaming Software projects on the webpage, then we can use this information to have all Gaming Software projects as the top hit on their home page.) Affinity Analysis can often be used to detect fraud, which is useful for any company. Another advantage that this business can gain fr om Data Mining is Customer Segmentation, this is the process of breaking the customers down into smaller group based on say age, occupation or even gender. The advantage of doing this is that you can then target your advertisement to people who will be highly interested, and the more effective the advertising the more money people will donate to the projects. This applies directly to the Crowd Funding Systems first example, using this customer segmentation the film writer / director will be advertise her project to all her previous fans, or even people who are interested in that genre, this will mean she can reach a much more interested user base. The other huge advantage of Data Mining that can be applied to the CFS is that it can help to achieve Sales Forecasting, this is exactly what it sounds like, and it uses previous sales records to relatively accurately provide predictions for future sales. This can be used by the system for the second example the Kinect mobile phone battery , if they can predict how many donations the project is going to get they can either boost its advertisement, or perhaps communicate with the user that previous similar projects haven’t been able to reach their goal or at least direct them where they went wrong. One of the concerns the current business has is damage to its reputation, using data mining techniques they will be able to not only boost their donations and improve their advertisement, but also be able to learn more from the customers, and this can only be beneficial for the company. Donor exhaustion was also on the companies list of concerns, but data mining will be able to prevent this because it can be used to keep track of what advertisement has been sent to who, and what projects they are likely to bid on, so routinely changing the projects they are advertised will keep the users hopefully interested. CRM CRM stands for Customer Relationship Management (CRM, n.d.) And is used by businesses to keep their customers happy, it uses data mining techniques in order to get feedback and improve on their products constantly. The data mining algorithms discussed earlier are extremely useful for gathering and analysing information and data about customers and opinions on projects. We can then use this information to make improvements or changes where they are needed, and this will greatly increase customer satisfaction as customers will be able to see the changes they wanted. Although it is recommended to only try this with a vast amount of data, and huge amount of transactions. As smaller amounts of data can provide in accurate information. Using CRM will greatly improve the Crowd Funding Company’s reputation and mean they have a lot more satisfied donors. Conclusion In conclusion I strongly recommend that the crowd funding system decides to include data mining algorithms. It has a long list of advantages including sales prediction, improved advertisement, and mostly importantly i mproved customer satisfaction. I would also highly recommend the use of the decision tree algorithm as it’s easy to follow and can easily be modified depending on the information that needs to be collected. It should be noted that choice of data source is important, as some of them may provide useful information, but there are quite a few that should be ignored.   CRM should also be taken into consideration, as using this software has proven to greatly improve the publics opinion of a business. A modern business can’t afford not to use these data mining techniques, as failure to utilize these tools will mean a huge disadvantages against its competitors. The more information that can be collected from this companies customers, the more value the company can provide them, and the happier the customer the more donations that will be made. References Affinity Analysis . (n.d.). Retrieved from https://en.wikipedia.org/wiki/Affinity_analysis Bayesian Classifcation . (n.d.). Retrieved from https://www.tutorialspoint.com/data_mining/dm_bayesian_classification.htm Business Intelligence . (2007, March 6). Retrieved from http://www.cio.com/article/2439504/business-intelligence/business-intelligence-business-intelligence-definition-and-solutions.html Business Intelligence . (2015, Febuary 26). Retrieved from http://businessintelligence.com/big-data-case-studies/data-driven-proof-netflix-needs-buy-blockbuster/ Clusters . (n.d.). Retrieved from https://en.wikipedia.org/wiki/Cluster_analysis CRM . (n.d.). Retrieved from http://searchcrm.techtarget.com/definition/CRM Decision Tree Algorithm . (n.d.). Retrieved from http://www.saedsayad.com/decision_tree.htm Disadvantages of Business Intelligence . (n.d.). Retrieved from http://business.mapsofindia.com/business-intelligence/disadvantages.html k-means . (n.d.). Retrieved from https://en.wikipedia.org/wiki/K-means_clustering OLAP . (n.d.). Retrieved from http://olap.com/olap-definition/ S tar Schema Notes The use of BLOB is so that the users can store there video sales pitches within the database, after some research I realised there wasn’t a dedicated media storage format and instead have to suffice story it in binary.

Johannes brahms Research Paper Example | Topics and Well Written Essays - 1500 words

Johannes brahms - Research Paper Example sitions sustained in the progressive course of the weakening romanticism: massive piano trios, sonatas, along with other creations like the Piano Quartet in G minor, intended for the ending of which Brahms employs a loud gypsy tune. However Brahms later deserted this path, dedicating himself instead towards integrating the Classical forms through the almost already disregarded early Romanticism, with its gradually separating sense of tonality. Brahms generated a repertoire of compositions which amounts to a shimmering and splendid apotheosis of the harmonious customs of the nineteenth-century. The father of Johannes, Johann Jakob Brahms (1806-1872), worked for his living formerly as dance musician; afterward he was able to set an appointment as contrabassist with the Philharmonic orchestra. During 1830, he got married with Johanna Henrica Christiane Nissen (1789-1865), whom he was about 17 years older. Johannes happens to be the second child in the family. Elise, Wilhelmine Elisabeth Louise, was born in 1831 in addition, Friedrich (1835-1885), the younger brother followed during 1835. Sometime in 1853, on a tour in the company of Remà ©nyi a Hungarian violinist, he comes across Joseph Joachim as well as Liszt. Joachim, who turned out to be an all-time friend, persuaded Johannes to meet up with Robert Schumann. Schumann contained a massive influence on Brahms musical line of business. Schumann labeled Brahms as the "upcoming brilliance of German music." He was very much overwhelmed by Brahms uncompleted compositions where he wrote an admiring magazine article in relation to them. Schumann then assembled for the publication of Brahms initial songs as well as piano sonatas. Once Schumann experienced a nervous fall down and attempted to consign to suicide, Brahms hurried towards Dusseldorf to be there by Claras side - Shumanns wife. His purposes were those of a dependable friend, where he in a little while felt so much affection for her. Soon afterwards, Schumann