The History of Public Health and the Role free essay sample

The History of Public Health and the Role of the Community/Public Health Nurse When considering the evolution of healthcare and the role of the nurse in the United States, many people might first consider this in the context of the hospital setting. While the history of acute care is an important area to consider, it is imperative that equal attention be given to the history of public health and the role played by the urse in this segment of the healthcare continuum. The purpose of this paper is to outline the history of the public health nurse and to specifically look at the role of nursing in home health and hospice. History of Public Health Nursing In the late 1800s there was a large number of people living in poverty throughout the world, with New York City being no exception. Lillian Wald was a pioneer of the public health movement whose role as a public health nurse in New York City was born out of true necessity. We will write a custom essay sample on The History of Public Health and the Role or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page Wald believed that public health nurses must treat social and conomic problems, not simply take care of sick people (Fee Bu, 2010, p. 1206). In the latter part of the 19th century, there was an increasing understanding about the science behind communicable disease and the importance of educating people regarding disease prevention to reduce the spread of illness (Stanhope Lancaster, 2012). Settlement houses were one avenue used to reach the community in need and teach disease prevention strategies, along with helping this population gain access to social services often including childcare, public kitchens, public baths, and shelter for the homeless. In 1893, two trained nurses in New York City, Lillian Wald and Mary Brewster, established the Henry Street Settlement. This led into the development of the Visiting Nurse Service of New York City (Stanhope Lancaster, 2012). Walds work as a nurse in the public health realm continued and she emerged as the established leader of public health nursing during its early decades (Stanhope Lancaster, 2012, p. 27). 3 Historically, public health nurses have worked to improve the quality of life of population targeted by this profession is still consistent with this premise in the 21st entury. Public health nurses in this day and age still work with vulnerable groups, but also with the general public. In public health nursing today, high-risk, vulnerable populations are often the focus of care and may include the frail elderly, homeless individuals, sedentary individuals, smokers, teen mothers, and those at risk for a specific disease (Kulbok, Thatcher, Park, Meszaros, 2012, para 3) Impact on Nursing Practice The role of the community or public health nurse in regards to hospice care is the position to be elaborated upon for this assignment. Generally, in order for a patient to qualify for healthcare coverage for hospice care, they must have a life expectancy of six months or less. Traditionally, people have considered patients with cancer to be the primary recipients of hospice care, but most any terminal disease process should qualify for this in home end of life care if the patients needs can be adequately met. There are also hospice care facilities where the patient is either transferred to a unit specified for this level of care, or a patient with a shorter life xpectancy might be considered to be receiving hospice care on a regular unit while only palliative measures are being taken. For the purposes of this assignment, the focus is being kept on hospice in the home setting. Hospice care delivered in the community is either primary care or secondary care, depending on the specific situation. The patients primary physician might refer the patient to the hospice care team who may then take over the primary care role. Another scenario is that a hospice team could be consulted to assist with care, yet he primary physician would remain responsible for the routine decisions about patient care (Weckmann, 2008). The primary care 4 provider, be it hospice care physician or primary care physician, must strive diligently to communicate clearly with the patient and family about desires and expectations for end of life care. There are may be ethical dilemmas that arise in the hospice setting that could be worked through more easily if the patients wishes are made clear. The decision to provide hydration and or nutrition parenterally or enterally when a patient cannot at or drink for themselves can often pose a dilemma. At what point should this life prolonging sustenance be stopped? At what point is this ordinary humane care, and when does it become an extraordinary measure that prolongs life and therefore perpetuates discomfort. The home hospice nurse can play a vital role in assuring that this issue is addressed as early and thoroughly as is feasible given the individual situation. It is important to gently encourage the patient and family to have these conversations before the patient is unable to communicate their wishes (Lamers, 2013). Summary The community health nurse in a hospice care practice setting plays a key role in as possible. The evolution of hospice care has enabled terminally ill individuals to feel some sense of control over their situation, which can help afford a sense of peace for the patient and help with the grieving process (Holdsworth King, 2011). When a patient receives end of life hospice care, the team focuses on the patients quality of life and comfort level, not on curing or fixing the disease process. The home hospice nurse should work toward affirming the patients life and help them to view eath as a natural life process.

The Atomic Cafe Essays

The Atomic Cafe Essays The Atomic Cafe Essay The Atomic Cafe Essay He stated that the mob would not start a chain reaction in the water, converting it all to gas and making all the ships in the ocean drop down to the bottom. He continued by saying the bomb would also not blow out the bottom of the sea and let water run down the hole. It would not destroy gravity and lastly he stressed that he was not performing this test to satisfy any of his personal desires or whims. When I saw this clip in both films, I thought that it seemed silly to think that had even a possibility of happening UT later on in the movie, I started to see how frequently people worried about the A- bomb and I probably would have been equally as worried if I grew up during that era. Something that The Atomic Cafe © incorporated into the film that I had not seen elsewhere was the use of U. S. Army training videos and Army information films. One of the training videos showed a communist advocate and then showed U. S. Oldies telling her to be thankful for the country she lives in because she would not have the opportunity to openly protest over in Russia. This then lead into the discussion of the Rosenberg spies and their execution. The film showed the protests of their death and signs that read: Dont fry them, theyll stink too bad and Dont let two children be orphaned. Radio clips allowed the whole execution processed to be documented and presented to the American public. The A tomic Cafe © definitely incorporates many propaganda clips that were most likely used to persuade Americans to accept the A-bomb. For instance, there were any clips of more experienced soldiers assuring younger soldier that the tests are safe and equipping them with safety precautions such as film badges that supposedly could detect lethal doses of radiation. The film also showed clips of classrooms where the youth were being educated with duck and cover techniques and learning how to pack survival kits in case they ever needed to live in a bomb shelter. Homes at this time were even adding bomb shelters to their layout, which a clip humorously added, any mother needs for days when her children are too hectic. There were critics to these methods of spreading information who believed that it was implanting ideas into the heads of Americans and Russians that would get them thinking more about the possibility of war. I enjoyed viewing The Atomic Cafe © because it showed more of the effects of propaganda during the era of the A-bomb. There were many film clips of dancing, cheering and lots of uplifting music that I can understand lifting citizens spirits during a time where many lived in fear. The first hand testimonies that I enjoyed in owe media was meant to positively alter a persons opinion on nuclear weapons. Its also important to note that the film pokes fun of the propaganda used at this time without altering it in anyway. The ending was also effective because throughout the film, you are persuaded that the bomb is a positive thing and then it explodes and you are left with your own reaction to determine for yourself if you were prepared or caught off-guard from the explosion, Just as anyone from this time period had to determine.

Human Traffricking Essay Example | Topics and Well Written Essays - 250 words

Human Traffricking - Essay Example the trafficker; it is easier for traffickers sell the victims, if the victims trust them before knowing their real identity (â€Å"Nature and Extent†, 2012). According to the law enforcement agencies in the United States, there are more female victims, as compared to male victims. The victims are then forced into prostitution, labor and domestic services. There are many ways in which the USA and other countries are combating sex and human trafficking. The first way is making strict laws for those who are involved in this business and making sure that these laws are implemented. Moreover, countries where human and sex trafficking is a criminal offense, they carry out awareness programs for both male and females, to make them aware about how they should protect themselves, from being recruited. An example of such a program is Polaris project, which is a hotline where people who have been the victims or are going through this process, can call and record their experience (Whitten, 2014). Whitten, S. (2014). Finding strength within: a look at Phoenix’s efforts to help sex-trafficking victims. Retrieved 17 June 2014, from

Team based incentives Essay Example | Topics and Well Written Essays - 500 words

Team based incentives - Essay Example The installation projects assigned may have varying degrees of difficulty which can affect achievement of equal goals. Individuals, too, cannot be equally the same. They can be high performers, average or even poor performers. Unless they are all sold on the team concept, each individual may primarily look out only for himself and not for the team as a whole. The team incentive reward would be viewed as unfair if those rewarded are not deemed to be deserving of the reward, as when average performers receive exactly the same reward as high performers. This makes the reward unfair and unjust. Determine what work components will be rewarded for each individual member. This may be individual regular installation (IRI), individual difficult installation (IDI), overall regular installations (ORI), overall difficult installations (ODI). Put a percentage weight on each component. For example, IRI - 35%, IDI - 35%, ORI - 15%, ODI - 15%. This way, high performers shall be rewarded more than average performers but each team member knows that all performance contribute to overall achievement of team goals. Management would have benefited from employee involvement in the initial design an

About Yang Fudong Research Paper Example | Topics and Well Written Essays - 1000 words

About Yang Fudong - Research Paper Example Fudong currently works as director of films, he creates video installations, as well as photographs. To date, Yang lives and works in Shanghai, but he constantly travels around the world, attending prestigious international art events such as premiers; something that comes with his capacity as a successful photographer and filmmaker. For instance, in 2007 he attended the 52nd Venice Biennale Fudong came to the international limelight in 2002 following the premiere of his first film known as, An Estranged Paradise, which earned him world attention. The piece is a psychodrama, which is about a young man, Zhuzi from Hangzhou, who suffers from a condition of the general feeling of being illness. This condition attributes to the discontentment overall felt in the Chinese society. Similarly, the film explores several themes, which play a significant role not only in this film, but also in his other works. Generally, it is anxiety about the future and an invocation of the past, as well as the tensions between remembrance and forgetting, engagement and indifference. The film is in black and white cinematography, which reinforces the connection to the film. Most of his films are based on traditional Chinese painting, as well as the 1930s and 1940s Chinese cinema. The features common in most of Fudong’s works include dreamlike qualities, atemporal quality, dividing narratives, long suspended sequences, and multiple storylines and relationships. In addition, the works reflect the anxieties and ideals of his generation, which is a generation that came after, as well as during the Cultural Revolution in China. Moreover, his works are considered poetic due to the beauty and the style that he produces them. Furthermore, the works that Yang creates are powerful and strong since they capture the experiences, thoughts, and emotions of everyday life. His works show respect to the Chinese art and traditions of china and involve

Impact of Brand Sound Elements on Consumers

Impact of Brand Sound Elements on Consumers Executive Summary With increase in competition and the number of media vehicles available, it has become essential for brands to establish powerful memory triggers in the minds of customers. Although, our relationship with sound is largely unconscious, sound is one of the most powerful and least explored senses in advertising and branding. India being a country with a very rich oral culture has numerous examples of sound identities created in religion, culture, traditions etc. Many smaller vendors and peddlers of India have also very effectively used sounds to differentiate themselves. Many companies are now starting to realize the effectiveness of Sonic Branding and the need for brands to have a sound identity. Some examples of famous and efficient sound trademarks are the Intel jingle, Nirma jingle, the Yahoo yodel, Apple computer sounds, Harley Davidson engine bike sound and Nokias ringtone. From just using jingles and music, sonic branding has moved to the use of sounds in various other platforms such as intrinsic product based sounds, soundscapes etc. This research aims to explore the effects of sound triggers or stimuli applied on customers to gauge the emotions and memories it evokes and hence understand how the trigger can affect the respondent. Brands across four broad categories have been considered for primary research according to the four quadrants of the FCB matrix. Various projective techniques have been used to find the associations created by the brand sounds of these chosen brands. Opinions of a few experts from advertising agencies and a few music composers have been taken to understand the phenomenon better. The findings have been analysed using the AIDA model, CAB model and also compared with similar examples from everyday life. The insights obtained have been used to come up with a framework for future companies to effectively implement sonic branding. Introduction: The impact that sound creates on anyone is profound. Sound being one of the major five senses plays a vital role in everyones day to day activities. In a country like India, which has an extensive oral culture where even a form of medication has been passed on to the next generation orally; sound is something that matters to every single soul in one way or the other. Sound is prevalent in almost all traditional forms in India ranging from festivals to discourses. In a vast country like India, each state has its own culture and each culture has its own representation of sound in its own unique ways. Right from the birth, where a special song is sung to represent the birth of a new child till the death, where in some states there are different instruments played during funeral. There are different sounds that represent different emotional states and thus it is a part of everyone and each variation of it causes a different impact. Every religion has its own usage of sound, for instance, ringing of bell and chanting has always symbolized the Hindu religion, similarly Sunday carols and Friday prayers at Church and mosque respectively. In a similar fashion and following the trend, various brands have started using sounds in all possible ways ranging from ad jingles to brand name associated music like the one Nokia has been using for years now. The main reason behind brands using sound although visual medium is still in vogue is because of the impact a particular sound creates on the user and the association with the brand name. Association of a particular sound to a product stays longer in a persons lifetime than probably a logo that one would associate with the same. There are sounds that one can easily recognize like that of a police siren or one from the ambulance which creates the sense of emergency and this sound creates a deep impact at least for a small period of time. Sound can be regarded as the best medium to communicate as the auditory signals can spread through thin air reaching a lot of people around and unlike vision which is restricted to the view of the reader. This way the reach increases and the impact is so huge that many companies have started using sound as their important means of communication. There are cases where the usage of sound has proven to increase the brand image and brand association of a particular product with the sound ,for example Kelloggs hired a Danish Lab to design a specific crunching sound for their cereal so that the customers will be able to differentiate their product from their counterparts based on the sound. Similarly, Nestlà ©s Kit-Kat has used the wafer cracking sound in its advertisements extensively thus bringing in an association between the cracking sound and their product. Sound Association with products has become so common that there are lots of products in the market which can be associated with its own song, jingle or even simple theme music. The underlying fact is that the sound that one experiences once stays forever in the minds and thus strikes a chord whenever they come across the product. This long term impact of sound makes it a more viable option than other means. There are cases where silence is the last thing customers would want, like in the case of a lounge where a mild music would help the customers ease out. This is probably the reason why a convention of sound based alerts in an elevator has come up to reassure people that they are safe even when they are alone. In the same lines was the first personal stereo developed because of which a person will not feel lonely and that sound will help him overcome his loneliness which eventually became an all time super hit product. As we all know that radio is one of the most welcomed invention and the reason why it is still popular even after the invention of television and other fancy gadgets is because of the ease of use and because sound does not require one to sit tight to get the fullest experience, a person driving his car can just tune into his favourite station and keep listening while doing the driving and so is the case with a housewife who can listen to it doing her daily chores alongside. This is one reason why people are still happy advertising through a radio. Considering Cinema, the impact that the sound creates and the value add that it provides to the movie experience is huge. Imagine a horror movie without sound and the impact it creates is not even half when compared to the one with the soundtrack on. There are many interesting cases which proves the point that sound is really a factor in any ones business; one such example would be the case of IBMs introduction of new range of noiseless typewriters in the 70s which did not sell well in the market. The reason that they found was that what they termed as noise really turned out to be a core attribute of the product and hence they re-launched the product with an artificial sound which simulated the original one. There is also the case of Las Vegas Gambling machines which were made coinless and hence the absence of the sound made by coins inside the slot machines shooed away the customers thus resulting in a drop in the revenues. There are certain products which are so attached to sound used by the vendors to sell the products that the change in the sound or absence of it might pose a threat to the product. The best example is the roadside pushcart seller who uses his distinctive voice to cry out loud and sell what he has got. There could be no better way to sell ice creams or cotton candys without using the bell attached to their push cart. When we look at various commercial products, like say a coke tin when broken open gives this unique sound which reassures the buyer of the freshness and quality of packing involved and same applies to various other food products. This kind of a sound association with every attribute attracts the producers to give more and more importance to the involvement of sound in their products. There are other instances which acts in the exact opposite fashion from what we have seen so far, the negative impact of sound associated with a product. An example to quote here would be that of a computer which produces less noise or no noise at all. In that case also sound association plays a vital role but in the opposite sense, that is, no sound or silence. Another major example here would be that of a generator which is more welcome when it produces less noise than one with a lot of sound. In this way even the absence of sound is associated with a select few products. Hence here sound might produce a negative impact on brand image. There are certain products where the sound association comes in the form of sound made by the product itself, like for example, a motorcycle which has its own distinct sound by which it is well recognized in the society. It is imperative that for these products the sound attribute must never be replaced with or removed from the product. If we run a search on product promotion using sound, there is no escape without going through our own traditional methods of product promotion or brand strengthening using sound as the major medium. Right from selling fish in a market till promoting a political party, Oral culture seems prevalent throughout our country. Processions, awareness campaigns all use sound to promote their products or ideas. Literature review Introduction to sonic branding The branding of a sound stimulus is called as Sonic Branding, Audio Branding, Sound Branding or Auditory branding, interchangeably by different authors. The power of music and sound to create a worldwide emotional response is unquestionable, but there is only little research that has been conducted to understand this phenomenon of sonic branding. Jackson (2004) defines Sonic branding is defined as the structured process, in which the acoustic becomes a part of the brand and its brand identity. .it may consist of an audio logo, a short jingle, or a brand theme. Roots of sonic branding Sonic Branding has been prevalent over centuries. The first sonic brand created was in 1859 when the chime sequence and the Big Ben bell was installed in the Westminster clock in London. Even today, whenever the chime is heard whether in grandfather clocks or mantel piece heirlooms, the City of Westminster is remembered around the world. (Stewart-Allen, 2006) Sonic branding seems to have its roots around the time humans discovered or developed music, and later used music to peddle our wares. Even today vendors in the markets who shout out to customers, ice cream trucks that ring a bell as they move, giant wheels and merry-go-rounds in village fairs have a unique sound attached to them which created fond memories in people. Jackson (2004) says in spite of all these, sonic branding has gained recognition as a separate business discipline only in the last few decades and has gained sophistication only over the last few years. Power of Sound: Music, the foundation for sonic branding, is a universally understood language and hence a powerful and feasible brand communications tool. Studies have shown that variations in the formal music structure of background music in commercials may have significant influence over the emotional responses of an audience. Music can evoke past memories, create nostalgia and transport the person to the past. The music evoked moods congruent with the feelings appropriate in such situations can be associated with increases in purchase intentions. (Alpert, Judy, Elliot, 2005) Sound is hardwired into our emotional circuit and it can often be the decided factor in a consumers choice. Studies have shown direct correlation between the kind of music played in a store and the purchase pattern of customers. Hearing is passive and listening is active, and according to Lindstrom (2005, P. 73) Even if we are more involved in hearing than listening, our mood is still affected by what we hear. While a logo is a graphical element of the brand, the sonic brand is the audio element of the brand. The objective is to create a memory trigger, linking the product name, service or benefit with a pleasant memory. Sound is also the simplest way to bypass cultural and language barriers and delivers a corporate message on a global scale (Beau, 2008). Sonic branding and advertising Every living being on earth has its own sonic signature. As human development spreads, the space available for animals and insects shrink hence there is less space for creatures that rely on sound to hunt and reciprocate. Brands face a similar challenge. Some of the acoustic principles of mature hence apply to brands also. (Franus, 2009). Apart from visual stimuli, Audio is the most widely used element in any advertisement or brand communication. In the book Sonic Branding, Jackson (2004) refers to auditory interfaces as sonic touch points. Radio, TV, cell phone, music played during telephone hold, and customer interactions in an IVR (Interactive Voice Response) system are but a few examples of the fourteen touch points Jackson identified. Sonic Logo – Sogo The most basic form of sonic branding is the sonic logo, a sogo. A sogo is a unifying, focal sonic branding device. Corporate identity literature defines a sogo to be a sonic branding device that plays the role of a short distinctive auditory signature lasting between three to six seconds. A sogo is the auditory analogue of a visual logo. For example the 5-tone (G?-C? -F? -C?- G?) Intel TM is a sogo. As another example, sonic branding for different models of the Nokia phones may be different but related musically as a family, signed off by the same sogo. The sogo activates the entire brand knowledge that includes brand attributes, brand benefits and brand attitudes. According to Roy (2009), jingles which were the most common type of music in popular radio and TV commercials of the 80s and 90s is slowly phasing out. One does not hear jingles like that of Nirma, Hamara Bajaj or Vicco Turmeric any more. The trend is moving towards more short, crisp and memorable brand sogos. Global Examples: The power of Tarzans call, the famous MGM lion roar are some examples of sounds that are famous globally. Later came Microsofts start up tone for windows which is even today heard by more than 400 million people every day. The Intel Inside tune has been around since 1998 that it has actually made the invisible chip visible via the short distinct sound used in all its brand-building campaigns. Realising the importance of sound, Daimley Chrysler established a new department within his company to work on the sound of their car door as it was found that the way doors close can be an important factor in the perception of quality. (Lindstrom, 2005, p. 19, 21) Sonic Brands in India: According to Sanjay Raj Kurup, India is a very sonic nation and [brand] advertising in India was founded on sonic elements. He goes on to say Age old jingles of brands like Vicco Turmeric cream, Frooti (fruit drink) and Nirma washing powder have helped create strong brand identities and are remembered even today. Also, as a country, we love the voices of our actors and actresses, and any brand that uses a famous celebrity voice to promote its products has met with success. (Khicha, 2009) Further, Marketers in India have used music to sell everything from biscuits to bicycles. Britannias trademark jingle tintin tri din or the patriotic tune of Hamara Bajaj still rings in our ears. Khicha (2009) says today, in an increasingly cluttered media environment, jingles have been refreshed and modernized to hold the attention of customers. Tunes no longer just repeat the brand name, but are used in a manner where the core brand idea is tied to the music more creatively like Titans use of the symphony of Mozart Impact of Sounds: According to Julian Treasure, sounds affect us at four stages: Physiologically- Everyday life is filled with thousands of sound elements. From the alarm in the morning to the traffic and screeching of animals at night, every sound trigger creates a physiological impact on us. These impacts could include hormone sections, change in breathing, heart waves and brain waves. Unpleasant sounds like screeching sound, background sounds etc also affect us similarly. Psychologically- Music is the most powerful sound that affects our emotional state. Music is capable of changing the mood and mental condition of a person. Apart from music, natural sound affects our emotions too. Bird sound make many people feel reassured. Sound of traffic and horns increase tension and anxiety. Cognitively: We sub consciously filter sounds and only listen to what you want. For example when our name is called out in a crowd, we hear it irrespective of the background noises. This is also the reason why productivity decreases in noisy offices. Behaviourally: We move towards unpleasant sounds and move towards pleasant sounds. The best example of this is the fact that most retail sounds have a drastic effect on sales. Analysis of Brand Sounds: There are eight ways in which a brand can express itself using sound and every brand which does it has some fundamental guidelines at its centre. (Treasure, 2009). The eight ways or platforms are: Measuring Senses The main problem with conducting a sensory audit is that People tend to think about the sensory experience only in terms of the primary sense involved in the experience (Lindstrom, 2005, Pg 139). Hence it now becomes a challenge to identify the component parts of the sensory experience. The Brand Sense study (Lindstrom, 2005) covers the differences between the brands based on the senses before getting to the core of the questionnaire focusing on the senses and specific brands. Measuring Emotional response is trickier and is beyond the scope of a simple survey. Hence emotional responses are validated by starting on a simplifying assumption that emotion is related to a good or bad stimulus response. This hypothesis is later validated with the respondent. (Lindstrom, 2005) According to Banks (2009), sonic branding is one of the most intangible and poorly understood forms of branding. At its simple form a sogo is just a memorable sound attached to an identity, but for a global brand the sonic strategy can capture the essence of the entire company. Conclusion A number of brands have implemented the feature of sound stimulus to facilitate marketing strategy and building a brand. In recent years, numerous companies have followed this way to gain reputation and trust for their goods and services. It has hence been proved that the particular sound of a product can acquire distinctiveness and become a valuable trademark. It is now time to awaken the dormant senses and further utilize their unique properties in the search for brand loyalty (Fulberg, 2003) Recent Trends Use of Intrinsic unconscious Sounds: Brands have now started using more unconscious sounds to cognitively connect to the customer. With BMW patenting the sound of its car door closing and Kellogg patenting the sound of its crunchiness, more brands have started realising the importance of product sounds in creating a brand image for the product. Death of Jingles: The 1990s were times when brands used long jingles with lyrics very successfully to connect to audience. Brands like Vicco turmeric, Hamara Bajaj have very successfully used this phenomenon. In current times very few brands choose to use a brand jingle and are moving towards signature tunes, sogos etc. The problem faced with most jingles was that there is no common language across India and translating jingles to regional languages did not work well except in rare cases like that of Nirma. In Film Sound Placements: Like product placements, sound placements are also entering films. For example in the recent Aamir Khan Starrer 3 Idiots, the Airtel AR.Rahman caller tune is played whenever a phone rings in the movie. This phenomenon is likely to increase in future. Knowledge gaps: Analysis of sounds heard in our everyday lives as a part of our environment, culture, religion etc as a sonic trigger and understanding how it interacts with the listener. Semiotic Analysis of Sonic triggers to understand their meaning with respect to the context. Data analysis tool to measure the degree of interaction between the customer perception and the Brand Sounds. Metrics to measure the effectiveness of a sonic brand. Research Problem To understand the impact of brand sound elements on a consumer and to analyse how it affects their perception of the brand and further their purchase intension. Key Information Areas: Study how many Indian and global brands have effectively used Sonic branding as a key branding element. (by analysing successful case studies) To understand how people respond and interact with all the sonic triggers in their environment. Impact on brand awareness, brand recall and brand loyalty Relationship between sound element and perceived image of brand Impact on attitude towards the brand Emotional or memory triggers caused by the sound To analyse the data obtained to extract the key insights or learning that is seen across all sonic brands studied. How are the insights from each brand, related to the brands core value? Are there any lessons for future brand managers? How better can brands utilize it? Potential it holds for the future. Develop a framework for future brands to successfully implement sound as a key brand element. Rational for Research: The radio boom, internet and social media have opened up many new platforms of advertising and leveraging the power of sound for advertisers and brand managers. Also studies have shown that music played in stores has a huge impact on sales. This research is very relevant to the current times as every brand now has started recognising the power of sound in branding and is looking out for more opportunities to implement the same. There are consultancies that have come up, which specialise in offering sound strategy to their clients. In spite of all these advances, there is still very little research conducted on the effect of sound triggers on customers and the emotional impact it creates. There is also no framework to plan sound triggers as a part of a brand. Hence this research would be of tremendous benefit to Advertising agencies which create advertisements and also for brand managers as sonic branding can be made a part of a brand right from its very basic product manufacturing stage. Research Methodology: The research methodology consists of two stages: Secondary and Primary research. Secondary Research: Study of the various sonic elements found in Indian History, Culture, Religion and our environment. Understand their significance and impact (effectiveness) in the society? Analyse some popular Indian and global brands which have successfully used sound as a brand element. Primary Research: The research will be primarily qualitative as we are trying to understand intangible factors such as the impact of a sound element on a customer. Qualitative Research: Depth Interview and Dyads to understand parameters such as: The sensory impressions created by the sound brand element, Memories attached Emotions evoked. Reaction to the stimuli. Depth Interviews with experts in the Industry (Both Brand strategists and Music composers) to understand their considerations for building a sound element into a brand. Primary Research Design The FCB matrix developed by Foote, Cone and Belding of a market research agency in 1980, segregates the purchase of a customer into four different categories based on the involvement of the customer (high or low) and the motive behind the purchase (rational or emotional) For ease of comparison and analysis of data, the sonic brands taken for primary research are from four broad categories which fall in the four different quadrants of the FCB Matrix as follows. Reason for choosing the categories and test samples: Majority of the brands currently using sogos and Brand sounds to market themselves are from the telecom sector. For example the Nokia ringtone is played 1.8 billion times a day and is the most played sound around the world today. Although the frequency of association with these category of brands is low for a consumer, these sound elements help maintain high brand recall. Hence telecom falls in the first quadrant of the matrix being a rational purchase with considerably high amount of involvement. The samples taken for primary research from this category are: Airtel (AR Rahman caller tune) Docomo (Signature tune) Nokia (Ring tone) Products which of high emotional value and have a high level of involvement with the customer are usually prized possessions close to the customers heart. To analyze this quadrant, examples of two wheelers are taken from the automobile sector. More than Ad jingles, it is known that the engine sound of an automobile plays an enormous role in creating an intrinsic emotional connect and a perception of the vehicle in the customers mind. Hence, engine sound being a product sound for these brands have been taken as a sample for primary research. The samples taken are: Britannia (Sogo) Kellogg (Crunchy sound) Alpinliebe (Sogo) Sounds can play a massive role in creating top of mind recall and desire to purchase in the category of foods and beverages. Huge brands like McDonalds, Britannia and Kelloggs have very effectively tried to use this phenomenon in their communication. Although visuals are the most important sense to connect to when it comes to food, creating an unconscious sound trigger helps create a deeper association for the customer with the brand at a more cognitive level. In this category, brand sounds also help motivate impulse purchase. Hence, some of the product sounds and Sogos taken for research from this quadrant are: Yo-Bikes (Engine sound) Harley Davidson (Engine sound) Pulsar (Engine sound) Apart from large products and brands, there are numerous goods that brand themselves only using sounds in the environment around us. They are products with which we have very low involvement, but their effective use of certain sounds connects to people in a spontaneous and emotional way. For example, a person on the way to work may suddenly decide to polish his shoes on hearing wood tapping sound made by cobblers sitting on the platform. Polished shoes make him feel more confident of his looks. Another example would be of peoples immediate reaction to the pleading sounds of beggars even on a busy day. Some of the samples taken from this quadrant of the matrix are: Ice cream trolleys (sound of the ringing bell) Beggars (Sound made while pleading for alms) Assumption of Research: The basic assumption of this research is that the brands which fall in the four different quadrants of the FCB matrix differ in the ways and reasons for which sounds have been used to create a unique identity for themselves. The research tried to analyse the difference in the use of sound in these four quadrants based on this assumption Sampling Design: The observation and depth Interviews with vendors will be done in the cities of Ahmedabad and Chennai to observe the commonalities and differences between the cultures. The respondents will be chosen using the method of random sampling as follows: Mix of users and non users of the brands. Preferably respondents who are aware of the brand. (Note: SEC A+ and A and this particular age group has been selected based on the target users of the brands that are taken for primary research.) Expert opinions: Apart from primary research with the customers, the opinions of three experts has been taken. Mr.Biju Dominic (CEO, Final mile) who has done deep research in the fields of neural sciences, Ms.Shally Mukherjee (Account Head, Leo Burnett) and Mr.Dominic (Music and Jingle Composer) have shared their views on the topic. Findings from Observations Watching respondents doing their routine work in the given context to derive insights about their behaviour is known as Observational research. The key advantage of this methodology is that the respondents are unaware of being monitored and hence behave naturally reducing sources of error in the data. To understand the effect of particular sound elements in our daily life, the following places were observed Market Places Residential Areas and inside houses Railway Stations and Bus Stands Market Place: The market place of any city, town or even village in India will be one of the most cluttered and unorganized place in that locality. With Large shops, medium sized shops, road side peddlers, beggars, mobile vendors and of course the people and the vehicles, a market place is just chaos especially at peak hours. In such a scenario, where any sound is considered noise, it becomes crucial for vendors and peddlers to use sound to break through the clutter and attract customers. Some of the key insights obtained from the market place are as follows: The vendors who sell vegetables and fruits, call out to the female customers on the roads with respect using words like Didi, Amma etc. Some often repeat a list of vegetables that they are stocking currently. To push stocks, sometimes they repeatedly call out one particular vegetable or fruit announcing that it is fresh or that it is available for cheap rate. Thus by identifying what exactly the customer wants and needs to know to create a need for the product in the customers mind is done effectively by these vendors by using their voice as a medium of communication. The beggars who are seen in large numbers near important places provide numerous insights on sound based branding. There are different kinds of beggars. Physically Handicapped, poor with children, group of blind beggars and transvestites. Although all of them ultimately try to evoke sympathy and persuade you to part with some money voluntarily, it is seen that each of them have their own styles of using sound for the same purpose. Transvestites use the hands clapping as a symbol of their presence and to make others feel uncomfortable about it. Blind beggars grouped together and sang devotional songs with a whining flute, handicapped beggars often made sounds by knocking their begging bowls with very few coins on the floor or wall to direct the attention of passersby to their state of being handicapped and poor. Beggars who used small children to beg used a highly emotion filled pleading voice in order for people to sympathise with them. In spite of different kinds of sounds being use d, all of them make the listener feel that it is also his social responsibility to serve the poor in the country in some way. He is indirectly persuaded to part with some money. This phenomenon can also work in the opposite way. Repeated exposure to these sounds can make respondents indifferent to beggars in which case no amount of persuasive pleading appeals to the respondent. The sound either becomes redundant, noise or irritates him. The sales men similarly use their voice or recorded sound to create a mystery around the products being sold. Their calling creates a curiosity and attracts passersby to stop for his demo. Resi Impact of Brand Sound Elements on Consumers Impact of Brand Sound Elements on Consumers Executive Summary With increase in competition and the number of media vehicles available, it has become essential for brands to establish powerful memory triggers in the minds of customers. Although, our relationship with sound is largely unconscious, sound is one of the most powerful and least explored senses in advertising and branding. India being a country with a very rich oral culture has numerous examples of sound identities created in religion, culture, traditions etc. Many smaller vendors and peddlers of India have also very effectively used sounds to differentiate themselves. Many companies are now starting to realize the effectiveness of Sonic Branding and the need for brands to have a sound identity. Some examples of famous and efficient sound trademarks are the Intel jingle, Nirma jingle, the Yahoo yodel, Apple computer sounds, Harley Davidson engine bike sound and Nokias ringtone. From just using jingles and music, sonic branding has moved to the use of sounds in various other platforms such as intrinsic product based sounds, soundscapes etc. This research aims to explore the effects of sound triggers or stimuli applied on customers to gauge the emotions and memories it evokes and hence understand how the trigger can affect the respondent. Brands across four broad categories have been considered for primary research according to the four quadrants of the FCB matrix. Various projective techniques have been used to find the associations created by the brand sounds of these chosen brands. Opinions of a few experts from advertising agencies and a few music composers have been taken to understand the phenomenon better. The findings have been analysed using the AIDA model, CAB model and also compared with similar examples from everyday life. The insights obtained have been used to come up with a framework for future companies to effectively implement sonic branding. Introduction: The impact that sound creates on anyone is profound. Sound being one of the major five senses plays a vital role in everyones day to day activities. In a country like India, which has an extensive oral culture where even a form of medication has been passed on to the next generation orally; sound is something that matters to every single soul in one way or the other. Sound is prevalent in almost all traditional forms in India ranging from festivals to discourses. In a vast country like India, each state has its own culture and each culture has its own representation of sound in its own unique ways. Right from the birth, where a special song is sung to represent the birth of a new child till the death, where in some states there are different instruments played during funeral. There are different sounds that represent different emotional states and thus it is a part of everyone and each variation of it causes a different impact. Every religion has its own usage of sound, for instance, ringing of bell and chanting has always symbolized the Hindu religion, similarly Sunday carols and Friday prayers at Church and mosque respectively. In a similar fashion and following the trend, various brands have started using sounds in all possible ways ranging from ad jingles to brand name associated music like the one Nokia has been using for years now. The main reason behind brands using sound although visual medium is still in vogue is because of the impact a particular sound creates on the user and the association with the brand name. Association of a particular sound to a product stays longer in a persons lifetime than probably a logo that one would associate with the same. There are sounds that one can easily recognize like that of a police siren or one from the ambulance which creates the sense of emergency and this sound creates a deep impact at least for a small period of time. Sound can be regarded as the best medium to communicate as the auditory signals can spread through thin air reaching a lot of people around and unlike vision which is restricted to the view of the reader. This way the reach increases and the impact is so huge that many companies have started using sound as their important means of communication. There are cases where the usage of sound has proven to increase the brand image and brand association of a particular product with the sound ,for example Kelloggs hired a Danish Lab to design a specific crunching sound for their cereal so that the customers will be able to differentiate their product from their counterparts based on the sound. Similarly, Nestlà ©s Kit-Kat has used the wafer cracking sound in its advertisements extensively thus bringing in an association between the cracking sound and their product. Sound Association with products has become so common that there are lots of products in the market which can be associated with its own song, jingle or even simple theme music. The underlying fact is that the sound that one experiences once stays forever in the minds and thus strikes a chord whenever they come across the product. This long term impact of sound makes it a more viable option than other means. There are cases where silence is the last thing customers would want, like in the case of a lounge where a mild music would help the customers ease out. This is probably the reason why a convention of sound based alerts in an elevator has come up to reassure people that they are safe even when they are alone. In the same lines was the first personal stereo developed because of which a person will not feel lonely and that sound will help him overcome his loneliness which eventually became an all time super hit product. As we all know that radio is one of the most welcomed invention and the reason why it is still popular even after the invention of television and other fancy gadgets is because of the ease of use and because sound does not require one to sit tight to get the fullest experience, a person driving his car can just tune into his favourite station and keep listening while doing the driving and so is the case with a housewife who can listen to it doing her daily chores alongside. This is one reason why people are still happy advertising through a radio. Considering Cinema, the impact that the sound creates and the value add that it provides to the movie experience is huge. Imagine a horror movie without sound and the impact it creates is not even half when compared to the one with the soundtrack on. There are many interesting cases which proves the point that sound is really a factor in any ones business; one such example would be the case of IBMs introduction of new range of noiseless typewriters in the 70s which did not sell well in the market. The reason that they found was that what they termed as noise really turned out to be a core attribute of the product and hence they re-launched the product with an artificial sound which simulated the original one. There is also the case of Las Vegas Gambling machines which were made coinless and hence the absence of the sound made by coins inside the slot machines shooed away the customers thus resulting in a drop in the revenues. There are certain products which are so attached to sound used by the vendors to sell the products that the change in the sound or absence of it might pose a threat to the product. The best example is the roadside pushcart seller who uses his distinctive voice to cry out loud and sell what he has got. There could be no better way to sell ice creams or cotton candys without using the bell attached to their push cart. When we look at various commercial products, like say a coke tin when broken open gives this unique sound which reassures the buyer of the freshness and quality of packing involved and same applies to various other food products. This kind of a sound association with every attribute attracts the producers to give more and more importance to the involvement of sound in their products. There are other instances which acts in the exact opposite fashion from what we have seen so far, the negative impact of sound associated with a product. An example to quote here would be that of a computer which produces less noise or no noise at all. In that case also sound association plays a vital role but in the opposite sense, that is, no sound or silence. Another major example here would be that of a generator which is more welcome when it produces less noise than one with a lot of sound. In this way even the absence of sound is associated with a select few products. Hence here sound might produce a negative impact on brand image. There are certain products where the sound association comes in the form of sound made by the product itself, like for example, a motorcycle which has its own distinct sound by which it is well recognized in the society. It is imperative that for these products the sound attribute must never be replaced with or removed from the product. If we run a search on product promotion using sound, there is no escape without going through our own traditional methods of product promotion or brand strengthening using sound as the major medium. Right from selling fish in a market till promoting a political party, Oral culture seems prevalent throughout our country. Processions, awareness campaigns all use sound to promote their products or ideas. Literature review Introduction to sonic branding The branding of a sound stimulus is called as Sonic Branding, Audio Branding, Sound Branding or Auditory branding, interchangeably by different authors. The power of music and sound to create a worldwide emotional response is unquestionable, but there is only little research that has been conducted to understand this phenomenon of sonic branding. Jackson (2004) defines Sonic branding is defined as the structured process, in which the acoustic becomes a part of the brand and its brand identity. .it may consist of an audio logo, a short jingle, or a brand theme. Roots of sonic branding Sonic Branding has been prevalent over centuries. The first sonic brand created was in 1859 when the chime sequence and the Big Ben bell was installed in the Westminster clock in London. Even today, whenever the chime is heard whether in grandfather clocks or mantel piece heirlooms, the City of Westminster is remembered around the world. (Stewart-Allen, 2006) Sonic branding seems to have its roots around the time humans discovered or developed music, and later used music to peddle our wares. Even today vendors in the markets who shout out to customers, ice cream trucks that ring a bell as they move, giant wheels and merry-go-rounds in village fairs have a unique sound attached to them which created fond memories in people. Jackson (2004) says in spite of all these, sonic branding has gained recognition as a separate business discipline only in the last few decades and has gained sophistication only over the last few years. Power of Sound: Music, the foundation for sonic branding, is a universally understood language and hence a powerful and feasible brand communications tool. Studies have shown that variations in the formal music structure of background music in commercials may have significant influence over the emotional responses of an audience. Music can evoke past memories, create nostalgia and transport the person to the past. The music evoked moods congruent with the feelings appropriate in such situations can be associated with increases in purchase intentions. (Alpert, Judy, Elliot, 2005) Sound is hardwired into our emotional circuit and it can often be the decided factor in a consumers choice. Studies have shown direct correlation between the kind of music played in a store and the purchase pattern of customers. Hearing is passive and listening is active, and according to Lindstrom (2005, P. 73) Even if we are more involved in hearing than listening, our mood is still affected by what we hear. While a logo is a graphical element of the brand, the sonic brand is the audio element of the brand. The objective is to create a memory trigger, linking the product name, service or benefit with a pleasant memory. Sound is also the simplest way to bypass cultural and language barriers and delivers a corporate message on a global scale (Beau, 2008). Sonic branding and advertising Every living being on earth has its own sonic signature. As human development spreads, the space available for animals and insects shrink hence there is less space for creatures that rely on sound to hunt and reciprocate. Brands face a similar challenge. Some of the acoustic principles of mature hence apply to brands also. (Franus, 2009). Apart from visual stimuli, Audio is the most widely used element in any advertisement or brand communication. In the book Sonic Branding, Jackson (2004) refers to auditory interfaces as sonic touch points. Radio, TV, cell phone, music played during telephone hold, and customer interactions in an IVR (Interactive Voice Response) system are but a few examples of the fourteen touch points Jackson identified. Sonic Logo – Sogo The most basic form of sonic branding is the sonic logo, a sogo. A sogo is a unifying, focal sonic branding device. Corporate identity literature defines a sogo to be a sonic branding device that plays the role of a short distinctive auditory signature lasting between three to six seconds. A sogo is the auditory analogue of a visual logo. For example the 5-tone (G?-C? -F? -C?- G?) Intel TM is a sogo. As another example, sonic branding for different models of the Nokia phones may be different but related musically as a family, signed off by the same sogo. The sogo activates the entire brand knowledge that includes brand attributes, brand benefits and brand attitudes. According to Roy (2009), jingles which were the most common type of music in popular radio and TV commercials of the 80s and 90s is slowly phasing out. One does not hear jingles like that of Nirma, Hamara Bajaj or Vicco Turmeric any more. The trend is moving towards more short, crisp and memorable brand sogos. Global Examples: The power of Tarzans call, the famous MGM lion roar are some examples of sounds that are famous globally. Later came Microsofts start up tone for windows which is even today heard by more than 400 million people every day. The Intel Inside tune has been around since 1998 that it has actually made the invisible chip visible via the short distinct sound used in all its brand-building campaigns. Realising the importance of sound, Daimley Chrysler established a new department within his company to work on the sound of their car door as it was found that the way doors close can be an important factor in the perception of quality. (Lindstrom, 2005, p. 19, 21) Sonic Brands in India: According to Sanjay Raj Kurup, India is a very sonic nation and [brand] advertising in India was founded on sonic elements. He goes on to say Age old jingles of brands like Vicco Turmeric cream, Frooti (fruit drink) and Nirma washing powder have helped create strong brand identities and are remembered even today. Also, as a country, we love the voices of our actors and actresses, and any brand that uses a famous celebrity voice to promote its products has met with success. (Khicha, 2009) Further, Marketers in India have used music to sell everything from biscuits to bicycles. Britannias trademark jingle tintin tri din or the patriotic tune of Hamara Bajaj still rings in our ears. Khicha (2009) says today, in an increasingly cluttered media environment, jingles have been refreshed and modernized to hold the attention of customers. Tunes no longer just repeat the brand name, but are used in a manner where the core brand idea is tied to the music more creatively like Titans use of the symphony of Mozart Impact of Sounds: According to Julian Treasure, sounds affect us at four stages: Physiologically- Everyday life is filled with thousands of sound elements. From the alarm in the morning to the traffic and screeching of animals at night, every sound trigger creates a physiological impact on us. These impacts could include hormone sections, change in breathing, heart waves and brain waves. Unpleasant sounds like screeching sound, background sounds etc also affect us similarly. Psychologically- Music is the most powerful sound that affects our emotional state. Music is capable of changing the mood and mental condition of a person. Apart from music, natural sound affects our emotions too. Bird sound make many people feel reassured. Sound of traffic and horns increase tension and anxiety. Cognitively: We sub consciously filter sounds and only listen to what you want. For example when our name is called out in a crowd, we hear it irrespective of the background noises. This is also the reason why productivity decreases in noisy offices. Behaviourally: We move towards unpleasant sounds and move towards pleasant sounds. The best example of this is the fact that most retail sounds have a drastic effect on sales. Analysis of Brand Sounds: There are eight ways in which a brand can express itself using sound and every brand which does it has some fundamental guidelines at its centre. (Treasure, 2009). The eight ways or platforms are: Measuring Senses The main problem with conducting a sensory audit is that People tend to think about the sensory experience only in terms of the primary sense involved in the experience (Lindstrom, 2005, Pg 139). Hence it now becomes a challenge to identify the component parts of the sensory experience. The Brand Sense study (Lindstrom, 2005) covers the differences between the brands based on the senses before getting to the core of the questionnaire focusing on the senses and specific brands. Measuring Emotional response is trickier and is beyond the scope of a simple survey. Hence emotional responses are validated by starting on a simplifying assumption that emotion is related to a good or bad stimulus response. This hypothesis is later validated with the respondent. (Lindstrom, 2005) According to Banks (2009), sonic branding is one of the most intangible and poorly understood forms of branding. At its simple form a sogo is just a memorable sound attached to an identity, but for a global brand the sonic strategy can capture the essence of the entire company. Conclusion A number of brands have implemented the feature of sound stimulus to facilitate marketing strategy and building a brand. In recent years, numerous companies have followed this way to gain reputation and trust for their goods and services. It has hence been proved that the particular sound of a product can acquire distinctiveness and become a valuable trademark. It is now time to awaken the dormant senses and further utilize their unique properties in the search for brand loyalty (Fulberg, 2003) Recent Trends Use of Intrinsic unconscious Sounds: Brands have now started using more unconscious sounds to cognitively connect to the customer. With BMW patenting the sound of its car door closing and Kellogg patenting the sound of its crunchiness, more brands have started realising the importance of product sounds in creating a brand image for the product. Death of Jingles: The 1990s were times when brands used long jingles with lyrics very successfully to connect to audience. Brands like Vicco turmeric, Hamara Bajaj have very successfully used this phenomenon. In current times very few brands choose to use a brand jingle and are moving towards signature tunes, sogos etc. The problem faced with most jingles was that there is no common language across India and translating jingles to regional languages did not work well except in rare cases like that of Nirma. In Film Sound Placements: Like product placements, sound placements are also entering films. For example in the recent Aamir Khan Starrer 3 Idiots, the Airtel AR.Rahman caller tune is played whenever a phone rings in the movie. This phenomenon is likely to increase in future. Knowledge gaps: Analysis of sounds heard in our everyday lives as a part of our environment, culture, religion etc as a sonic trigger and understanding how it interacts with the listener. Semiotic Analysis of Sonic triggers to understand their meaning with respect to the context. Data analysis tool to measure the degree of interaction between the customer perception and the Brand Sounds. Metrics to measure the effectiveness of a sonic brand. Research Problem To understand the impact of brand sound elements on a consumer and to analyse how it affects their perception of the brand and further their purchase intension. Key Information Areas: Study how many Indian and global brands have effectively used Sonic branding as a key branding element. (by analysing successful case studies) To understand how people respond and interact with all the sonic triggers in their environment. Impact on brand awareness, brand recall and brand loyalty Relationship between sound element and perceived image of brand Impact on attitude towards the brand Emotional or memory triggers caused by the sound To analyse the data obtained to extract the key insights or learning that is seen across all sonic brands studied. How are the insights from each brand, related to the brands core value? Are there any lessons for future brand managers? How better can brands utilize it? Potential it holds for the future. Develop a framework for future brands to successfully implement sound as a key brand element. Rational for Research: The radio boom, internet and social media have opened up many new platforms of advertising and leveraging the power of sound for advertisers and brand managers. Also studies have shown that music played in stores has a huge impact on sales. This research is very relevant to the current times as every brand now has started recognising the power of sound in branding and is looking out for more opportunities to implement the same. There are consultancies that have come up, which specialise in offering sound strategy to their clients. In spite of all these advances, there is still very little research conducted on the effect of sound triggers on customers and the emotional impact it creates. There is also no framework to plan sound triggers as a part of a brand. Hence this research would be of tremendous benefit to Advertising agencies which create advertisements and also for brand managers as sonic branding can be made a part of a brand right from its very basic product manufacturing stage. Research Methodology: The research methodology consists of two stages: Secondary and Primary research. Secondary Research: Study of the various sonic elements found in Indian History, Culture, Religion and our environment. Understand their significance and impact (effectiveness) in the society? Analyse some popular Indian and global brands which have successfully used sound as a brand element. Primary Research: The research will be primarily qualitative as we are trying to understand intangible factors such as the impact of a sound element on a customer. Qualitative Research: Depth Interview and Dyads to understand parameters such as: The sensory impressions created by the sound brand element, Memories attached Emotions evoked. Reaction to the stimuli. Depth Interviews with experts in the Industry (Both Brand strategists and Music composers) to understand their considerations for building a sound element into a brand. Primary Research Design The FCB matrix developed by Foote, Cone and Belding of a market research agency in 1980, segregates the purchase of a customer into four different categories based on the involvement of the customer (high or low) and the motive behind the purchase (rational or emotional) For ease of comparison and analysis of data, the sonic brands taken for primary research are from four broad categories which fall in the four different quadrants of the FCB Matrix as follows. Reason for choosing the categories and test samples: Majority of the brands currently using sogos and Brand sounds to market themselves are from the telecom sector. For example the Nokia ringtone is played 1.8 billion times a day and is the most played sound around the world today. Although the frequency of association with these category of brands is low for a consumer, these sound elements help maintain high brand recall. Hence telecom falls in the first quadrant of the matrix being a rational purchase with considerably high amount of involvement. The samples taken for primary research from this category are: Airtel (AR Rahman caller tune) Docomo (Signature tune) Nokia (Ring tone) Products which of high emotional value and have a high level of involvement with the customer are usually prized possessions close to the customers heart. To analyze this quadrant, examples of two wheelers are taken from the automobile sector. More than Ad jingles, it is known that the engine sound of an automobile plays an enormous role in creating an intrinsic emotional connect and a perception of the vehicle in the customers mind. Hence, engine sound being a product sound for these brands have been taken as a sample for primary research. The samples taken are: Britannia (Sogo) Kellogg (Crunchy sound) Alpinliebe (Sogo) Sounds can play a massive role in creating top of mind recall and desire to purchase in the category of foods and beverages. Huge brands like McDonalds, Britannia and Kelloggs have very effectively tried to use this phenomenon in their communication. Although visuals are the most important sense to connect to when it comes to food, creating an unconscious sound trigger helps create a deeper association for the customer with the brand at a more cognitive level. In this category, brand sounds also help motivate impulse purchase. Hence, some of the product sounds and Sogos taken for research from this quadrant are: Yo-Bikes (Engine sound) Harley Davidson (Engine sound) Pulsar (Engine sound) Apart from large products and brands, there are numerous goods that brand themselves only using sounds in the environment around us. They are products with which we have very low involvement, but their effective use of certain sounds connects to people in a spontaneous and emotional way. For example, a person on the way to work may suddenly decide to polish his shoes on hearing wood tapping sound made by cobblers sitting on the platform. Polished shoes make him feel more confident of his looks. Another example would be of peoples immediate reaction to the pleading sounds of beggars even on a busy day. Some of the samples taken from this quadrant of the matrix are: Ice cream trolleys (sound of the ringing bell) Beggars (Sound made while pleading for alms) Assumption of Research: The basic assumption of this research is that the brands which fall in the four different quadrants of the FCB matrix differ in the ways and reasons for which sounds have been used to create a unique identity for themselves. The research tried to analyse the difference in the use of sound in these four quadrants based on this assumption Sampling Design: The observation and depth Interviews with vendors will be done in the cities of Ahmedabad and Chennai to observe the commonalities and differences between the cultures. The respondents will be chosen using the method of random sampling as follows: Mix of users and non users of the brands. Preferably respondents who are aware of the brand. (Note: SEC A+ and A and this particular age group has been selected based on the target users of the brands that are taken for primary research.) Expert opinions: Apart from primary research with the customers, the opinions of three experts has been taken. Mr.Biju Dominic (CEO, Final mile) who has done deep research in the fields of neural sciences, Ms.Shally Mukherjee (Account Head, Leo Burnett) and Mr.Dominic (Music and Jingle Composer) have shared their views on the topic. Findings from Observations Watching respondents doing their routine work in the given context to derive insights about their behaviour is known as Observational research. The key advantage of this methodology is that the respondents are unaware of being monitored and hence behave naturally reducing sources of error in the data. To understand the effect of particular sound elements in our daily life, the following places were observed Market Places Residential Areas and inside houses Railway Stations and Bus Stands Market Place: The market place of any city, town or even village in India will be one of the most cluttered and unorganized place in that locality. With Large shops, medium sized shops, road side peddlers, beggars, mobile vendors and of course the people and the vehicles, a market place is just chaos especially at peak hours. In such a scenario, where any sound is considered noise, it becomes crucial for vendors and peddlers to use sound to break through the clutter and attract customers. Some of the key insights obtained from the market place are as follows: The vendors who sell vegetables and fruits, call out to the female customers on the roads with respect using words like Didi, Amma etc. Some often repeat a list of vegetables that they are stocking currently. To push stocks, sometimes they repeatedly call out one particular vegetable or fruit announcing that it is fresh or that it is available for cheap rate. Thus by identifying what exactly the customer wants and needs to know to create a need for the product in the customers mind is done effectively by these vendors by using their voice as a medium of communication. The beggars who are seen in large numbers near important places provide numerous insights on sound based branding. There are different kinds of beggars. Physically Handicapped, poor with children, group of blind beggars and transvestites. Although all of them ultimately try to evoke sympathy and persuade you to part with some money voluntarily, it is seen that each of them have their own styles of using sound for the same purpose. Transvestites use the hands clapping as a symbol of their presence and to make others feel uncomfortable about it. Blind beggars grouped together and sang devotional songs with a whining flute, handicapped beggars often made sounds by knocking their begging bowls with very few coins on the floor or wall to direct the attention of passersby to their state of being handicapped and poor. Beggars who used small children to beg used a highly emotion filled pleading voice in order for people to sympathise with them. In spite of different kinds of sounds being use d, all of them make the listener feel that it is also his social responsibility to serve the poor in the country in some way. He is indirectly persuaded to part with some money. This phenomenon can also work in the opposite way. Repeated exposure to these sounds can make respondents indifferent to beggars in which case no amount of persuasive pleading appeals to the respondent. The sound either becomes redundant, noise or irritates him. The sales men similarly use their voice or recorded sound to create a mystery around the products being sold. Their calling creates a curiosity and attracts passersby to stop for his demo. Resi

Inherit the WInd Essay -- Film, Paramount Pictures

It has come to my attention that you are in search of another potential Oscar-winning role. With your eminent success in the 1988 film, Inherit the Wind, for which you were nominated for an Oscar award, I have found it most appropriate to search for a role in the same genre. With that being said, I had Paramount Pictures fax over role opportunities for their upcoming project, the film adaption of Henrik Ibsen’s play, An Enemy of the People. Paramount’s casting manager believes that you will be a perfect fit for the main role as Dr. Thomas Stockmann, and I could not agree more. Throughout the play, Dr. Thomas Stockmann and his immediate family counters their entire town to expose the truth about contaminated water at the town’s â€Å"medical† baths. Although the townspeople reject the truth, Dr. Stockmann refuses to give up, and this brings great trouble to him and his family. This complex character embodies the playwright’s message—although w hat is right may go against what the majority wants or believes, it must not be hidden, but defended. As Ibsen shows the struggles that Dr. Stockmann and his family experience while exposing the truth, he is able to criticize democracy by illustrating the tyrannies that can arise out of it. The actions of Dr. Stockmann and his family make this play exceedingly powerful and expose human flaws to the audience, which I am certain will make for an excellent Oscar-award winning film. Allow me now to further describe the role of Dr. Stockmann and his significance in the play. Mr. Douglas, in order to illustrate the significance of Dr. Stockmann’s role, I feel it is necessary to first provide you with a few important points about the time period in which Henrik Ibsen wrote his play. The Norwegian playw... ...d maintain his reputation, or is it what he truly thinks of the film. I think the film adaption of An Enemy of the People will compel people to question certain aspects of their societies, and hopefully convince them to reveal the truths regardless if it goes against the majority. Mr. Douglas, I truly hope that I have convinced you to accept the role of Dr. Stockmann, such a determined and dynamic character. Ibsen’s message is so powerful, that it should not only be confined in a play, but also in a film. I am certain the film will gain a great amount of interest from the public, and be nominated for an Oscar. Many independent, reliable, and respected critics have also reviewed the script and consider this film to be one that will almost certainly top the box offices around the world. Please do not hesitate to contact my agency if you have any further questions.

Primary and Secondary Socialization Essay

Introduction Socialization is the communication or interaction process in which the norms and values of a culture are learnt, whereby the individual gains knowledge to adapt his or her behavior to that of a social group (Groenman et al., p.202). It is significant to re-emphasize the idea of interaction in the above definition. Where there is interaction, influences are reciprocal and socialization is not merely a one-way process. Parents discover from children just as children do from their parents. In the same way, teachers learn from pupils, heads of departments from students, etc. The socialization process is not restricted to the uncomplicated social skill required in contacts with others. Within the idea of socialization, a difference is made between primary socialization and secondary socialization. Body Primary socialization is a technical term signifying the practice whereby norms and values are obtained (and by the way, has nothing to do with the nationalization of industry or going out to parties). Primary socialization is an exchange of communication between infant and others, but in the first instance, and for quite a time thereafter, it is an exchange in which information in dominates: if we know who we are, it is because, a long time ago, beyond the reach of the conscious recall, other people told us (Jenkins, p.64). Primary socialization is the realm of categorization, and sets patterns for our receptiveness to being categorized in the life that follows. As a child or as an individual, I had always been dreaming of achieving a higher status or class in the society. I always sought perfection in the things that I do, and really did my best to achieve it. Sometimes, because of this quest for perfection, I tend to see the faults or errors in things, as well as in my personality. As such, I began to question the way I was raised (in a positive manner) and asked my parents how they took care of me while I was a baby. My mother recalls that she always had to play classical music for me and kept watching scientific and political news or documentaries. She also told me that she lectures about being a role model in the society while I was still in her womb, before she went to bed. Primary socialization may be informal and it may denote the elementary education that takes place mainly inside the family circle. The explicit gender roles and behaviors are primarily learned at home. When I was a child, I remember myself being curious as to what my parents were doing. I noticed that my mother usually takes care of the laundry, cooking (including the preparation of the dining table), washing of dishes, cleaning the house and planting of small plants, flowers and herbs. My father on the other hand, busies himself with the repairs in the house. He fixes or repairs the busted electric bulbs, leaking water pipes, clogged sink, damaged roof and whatever appliances which were not properly functioning. At first, I thought that these tasks were only performed in our home. However, by observing my grandparents, our neighbors and my classmates’ parents, I learned that generally, most of the males performed the tasks which my father was doing, while most of the females were doing the tasks which my mother was doing. As such, I began to understand and realize that someday, I’ll be doing tasks which are similar to the tasks done by my father. On the other hand, I had the idea that my sisters would be, someday, doing the same tasks which my mother was doing. In primary socialization, a developing child learns what behavior is â€Å"usual†, â€Å"right† or â€Å"natural† according to the norms that are present in the group in which he grows and it may be in an informal manner. This course of action points to the child’s adjustment to social life, whereby the child develops from an instinctual being to a competent and disciplined social actor who has learned to take the expectations of others into consideration. Upon growing up, emulating my father, I was able to have similar voting habits like him. During my childhood days, he was able to tell a story about his childhood life, where he usually faints in a difficult situation or get asthma instead of expressing anger. Somehow, I noticed that I am expressing the same ways of being ill as my father. I had a fight with a schoolmate once and the last thing I remember was I was already resting in a bed in the school clinic with an oxygen mask. I was not hit or physically attacked, however, the pressure or idea of getting into troubled rushed in my head causing me to panic and faint (in addition to the point that I had asthma during my childhood days). Fainting during a fight was embarrassing for a guy like me and I had to search books in order to cure which I thought before as an â€Å"incurable disease of fainting†. From my father and from the books, I learned that my response or the behavior which I exhibited earlier was normal and that it happens to most of children who are in the same situation as I do. After learning this, I was able to develop self-confidence and learned to protect myself against other children’s insults during that time.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Primary socialization can also be formal, as in a school where a child is trained or educated the norms and values of those running the school (Tuckett, 2001, p.15).   Recalling the past, I learned that as long as I am doing things which are right (based from school laws and regulations), I do not have to fear my perpetuators and that I have the right to argue my ideas. Somehow, I was able to strengthen my mental and emotional abilities and soon after, my social life had gained a favorable position in the school. I was also able to gain the respect of my teachers and some school administrators. Because of this respect, I told myself to study harder and see to it that I excel academically. Education became really important to me that I devoted most of my time studying and learning things from the book, as well as from my teachers. Primary socialization includes, for example, the learning of language, the learning of relatively controlled behavior, and the learning of the ability to give and receive trust (things which I have learned from my parents or within my family). This form of socialization takes place in primary groups, for example, a family. A primary group is often defined as a group with close and diffuse relationships. The group members know each other as whole persons, and their relationships are close and emotional, although not necessarily free of conflicts (Furseth and Repstad,   2006, p.115).   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚     In addition to primary socialization, sociologists also consider of a secondary socialization process which functions all through a person’s life. As a new member of a medical school or of a particular medical â€Å"firm†, or as a visitor to his fiancà ©e’s parents, an individual may be socialized formally (as when a new recruit to an undergraduate society undergoes a beginning ritual or when a new patient in hospital is formally admitted to the ward).   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Just like in primary socialization, secondary socialization can also be informal, by gradually attuning himself to the subtleties of meanings and actions in the new situation. The way in which recruits to occupations in medicine, the law, the army, sociology, or the administrative grades of the civil service are socialized so that they come to think, act as, and indeed â€Å"are† doctors, barristers, officers, sociologists or permanent secretaries, is a special form of secondary socialization termed professionalization.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Due to my profession, I learned to practice the professional ethics or exhibit the behaviors which are expected from a person of my status. In addition to this, it seems as if society often keeps an eye to the things which I did. My performance and my achievements (as well as some failures) were often noted by other people (especially our nosy neighbors) which made me learn or understand that I have to perform better and show a better performance. It also made me perform actions which conforms to the norms of the society and see to it that I do not violate any law which the society has set in my path.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   The norms and values that exist within social groups are maintained by processes that sociologists conceived of as social control. Again, social control goes on informally as well as formally. Informal processes range form the uncomplicated fact that is generally easier to get along in a social group if deviance from norms, in what has been regarded as both a profound and a trivial demonstration. In addition to this, the concept of secondary socialization is used to illustrate groups characterized by more targeted and restricted social relations in, for example, in schools, in the office or the place where I was assigned to work in and volunteer organizations where I belong. Again, secondary socialization often takes place in secondary groups, mainly outside the family circle, which provide more limited knowledge and skills that are used to fulfill specific social roles. In these groups socialization is generally more formal, even if secondary groups also offer a great deal of informal learning. Besides receiving instruction on how to do their job according to the work description, just like when I was a newcomer in the office, I had to learn, for example, where to sit during the lunch break, in order to keep up with the role they have been assigned.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Sometimes secondary and primary socialization are in conflict. This may occur in situations. This occurred when the secondary socialization in my peer groups introduced me to sub-cultural norms which were incompatible with the norms which present in my family through primary socialization. However, often more fundamental socialization processes are carried through from primary socialization into secondary socialization. One such instance, pertinent to my profession was gender socialization. Franzini et al., (1978, p. 313-314) illustrate how modeling and conditioning influences are brought to bear on young people, both within the family (primary socialization). Boys and young men (where I am included) learn to be more dominant and aggressive, and aspire to â€Å"male† occupations such as business, engineering and the sciences. Girls and young women learn to be more passive and nurturant, and aspire to â€Å"female† occupations such as teaching, social work and nursing. In this area, there is a difference between sociology and at least some disciplines within psychology. Some schools of psychology have emphasized the effects that primary socialization have for our choices later in life. Several sociologists will argue that socialization during the adult phase has a great effect. This view will allow us to claim that not only do parents socialize their children, but children also socialize their parents. For example, may religious parents have changed their views on issues such as marriage and morality, especially cohabitation and homosexuality (observed from the siblings of my neighbors), and the agents of socialization have often been their own children. Conclusion   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚     Socialization is the communication or interaction process and can be categorized as primary and secondary socialization. Primary socialization implies the practice whereby norms and values are obtained, and can be learned formally or informally. Primary socialization consists of the learning of language of relatively controlled behavior, and of the ability to give and receive trust within the family circle. Secondary socialization on the other hand is learned outside the family and usually in schools and workplaces. Just like the primary socialization, secondary socialization can be acquired formally and informally. Primary and secondary socialization may sometimes be in conflict, where the norms and values learned in schools and in the workplaces are different from those learned within the family or inside the house. References FRANZINI, L. R., LITROWNIK, A. J. & BLANCHARD, F. H. (1978) Modelling of sex-typed behaviours: effects on boys and girls. Developmental Psychology, 14, 313-314. FURSETH, I. & REPSTAD, P. (2006) An Introduction to the Sociology of Religion, England, Ashgate Publishing Limited. GROENMAN, N. H., SLEVIN, O. D. A. & BUCKENHAM, M. A. (1992) Social and Behavioural Sciences for Nurses, Edinburgh, Campion Press Limited. TUCKETT, D. (2001) An Introduction to Medical Sociology, London, Routledge.      

Definition and Examples of Chiasmus Figure of Speech

Definition and Examples of Chiasmus Figure of Speech In rhetoric, chiasmus is a verbal pattern (a type of antithesis) in which the second half of an expression is balanced against the first with the parts reversed. Essentially the same as antimetabole. Adjective: chiastic. Plural: chiasmus or chiasmi. Note that a chiasmus includes anadiplosis, but not every anadiplosis reverses itself in the manner of a chiasmus. Examples and Observations You forget what you want to remember, and you remember what you want to forget.Your manuscript is both good and original, but the part that is good is not original, and the part that is original is not good.If black men have no rights in the eyes of the white men, of course, the whites can have none in the eyes of the blacks.The art of progress is to preserve order amid change and to preserve change amid order.Chiasmus as verbal judoThe root pattern is called chiasmus because diagrammed, it forms an X, and the Greek name for X is chi. When John Kennedy constructed his famous bromide, Ask not what your country can do for you but what you can do for your country, he went to the Well of Antithesis for his active ingredient. Where does the X power come from?... Obviously, a verbal judo is at work here. By keeping the phrase but inverting its meaning we use our opponents own power to overcome him, just as a judo expert does. So a scholar remarked of anothers theory, Cannon entertains that theory because that theory entertains Cannon. The pun on entertain complicates the chiasmus here, but the judo still prevailsCannon is playing with the power of his own mind rather than figuring out the secrets of the universe. The lighter side of chiasmusStarkist doesnt want tuna with good taste, Starkist wants tuna that tastes good! Pronunciation ki-AZ-mus Also Known As Antimetabole, epanodos, inverted parallelism, reverse parallelism, crisscross quotes, syntactical inversion, turnaround Sources Cormac McCarthy,  The Road, 2006Samuel JohnsonFrederick Douglass, An Appeal to Congress for Impartial SuffrageAlfred North WhiteheadRichard A. Lanham,  Analyzing Prose, 2nd ed. Continuum, 2003

Differences between Cheasapeake and New England Colonies essays

Differences between Cheasapeake and New England Colonies essays There were many differences between the Chesapeake and the New England colonies. Their structures, planting styles, families, and health all differed from one another. The New England colonies made structures that would last and then lived there year round, where as Chesapeake colonies moved 4 or 5 times a year. This all had to do with the different planting styles that each had. Chesapeake colonies planted and then split into different groups so that they could take full advantage of their surroundings. The men went and hunted whereas the women would go and gather wild foods. After the winter they would then use different fields and make new homes. New England colonies felt that by using manure to fertilize the fields they could use the fields over and over again each season. Families in New England were numerous, large, and lived-long. Women married young and produced on average five to seven healthy children. Parents in New England had a lot of control over whom their children married and when they could marry. Chesapeake families were few in number, small in size, and short lived. There was a scarsage of women, which led to few families being formed. Families there produced one to three healthy children. This was Due to the high infant mortality rate and the broken marriages because of death and/or servitude. Chesapeake parents rarely lived to see their offspring marry and so had little control over it. Chesapeake colonists lost about 10 years off their English life expectncy. Whereas New England life expectancy was greater than the mother countrys life expectancy. There were many other differences not mentioned between the two colonies, it is impossible to name them all. ...

Writing assingment Assignment Example | Topics and Well Written Essays - 1000 words

Writing assingment - Assignment Example Richard went to a great extend just to impress her (cleanliness). Within his school, no one seemed to understand him. Some thought he was just a fool who did not know anything. However, he was a normal kid faced with many challenges. For instance, poor housing, hunger, among many more. A few days before the Negro payday, students were supposed to pledge on behalf of their parents. Because of his love for Helene, Dick had a plan of topping up to her pledge. Unfortunately, his name was not read, and when he rose up to inquire, the teacher put him to shame. He was told that the contribution was not meant for him and those of his kind. Further, she said he did not have a father (Lunsford, 2013). Each person need to be treated equally regardless of race and background. In the short story, Gregory has been subjected to some racial discrimination. He was differentiated in a particular manner that made it seem like all minorities had to undergo. His teacher specifically did this during his early years of schooling. It is because he was from the poverty-stricken class. Consequently, this demoralized him; to the extent that he did not attend his classes as he used to. Moreover, it went ahead to affect his social life. This is because the teacher’s comments had a negative impact towards his self-esteem. As a result, he became sensitive to the slightest matter regarding him. This could evidently be seen in his change of attitude towards relief clothes and food. It was unfair for Gregory to be treated differently, yet he was a normal human being. If only the teacher could mind the aftermath of his sentiments, Gregory could be a better person today (Lunsford, 2013). Initially, the responsibility of cleaning the blackboard had been left for Gregory alone. To him this was an impression that he was important to the teacher. Foregoing the act of cleaning on a Friday usually made him feel incomplete the following school day. Cleaning the blackboard was less important

Globalization and Training Document Essay Example | Topics and Well Written Essays - 500 words

Globalization and Training Document - Essay Example The onset of globalization has made managing supply chains complicated and critical than it was in the past years. No business area is affected more by the style to worldwide business situation within the supply chain. The need for companies like Riordan Manufacturing to use best strategies in international management of supply chain has increased because of globalization. Riordan Manufacturing is a worldwide company as it supplies its products globally. Recently, Riordan ventured into China where it discovered it had a bigger market base. As Riordan’s customers expand around the world, they expect the company to go with them. Therefore, it is important to improve their products and sell them at a cheaper price. For example, Riordan Manufacturing has a large customer base in the German plastic market, which has opening facilities in China. We have the option of continuing to supply our products to China from Germany, or find a way to interact with our customer base in China. Decisions made will ensure our customers receive quality products. To maintain the loyalty of our consumers in China, Riordan has to transfer its production expertise to China and offer those functions at a confined level (Riordan, 2014). Supply chain complexity continues to increase with globalization. The manufacturing process has become extremely complicated and is no longer a simple assembly line. Manufacturers are now forced to manage several product lines, each one assembled from parts taken from different suppliers. The same manufacturers are also needed to manage logistics, to know where and when products need to be to satisfy demand across the globe. The huge numbers of global markets where products are now being sold continues to expand drastically (Fawcett, Ellram & Ojden, 2007). With this increase in growth, there has been a rise in the number of