A Remake Play of Oedipus Essay Example for Free

A Remake Play of Oedipus Essay Oedipus Rex has always been one of the most intriguing and interesting plays that William Shakespeare has ever written. By combining a tragic with complex plots, the legendary playwright was able to establish himself as a classic poet known for psychological tragedies. A modern version of Shakespeare’s plays always produces an equally intriguing curiosity from contemporary audiences. Setting and Milieu If given a chance to produce a remake of this play, I would prefer transforming this play to a modern one. This method would provide the audiences a much convenient way of absorbing the message of the story. By means of using the present and commonly used language, audiences can easily relate with the events pertaining to the story of Oedipus. The lyrical and archaic lines would have to be dropped to achieve modernity and represent a younger generation. It would be set in present New York where the busiest streets and cities can be found. Characterization Since this is a modern remake of the original Oedipus Rex, King Laius and Queen Jocasta would be an overly superstitious couple who reigns in the city of New York as the state’s richest business tycoons. It is still the same plot, though. Fortune-tellers warned of a son who would later murder his father and marry his mother. A high school teacher who saw him abandoned in the woods near the school would raise Oedipus. He would grow up as an educated man who fights for what he believes is right. All of the original characters would be transformed into other characters which can represent the present time and eliminate the Shakespearean era of the story. It would be entirely based on modern events. Props and Prosthetics Clearly, the characters would be using casual clothing which is common to what they represent. The character of Oedipus is most likely to wear plain and casual clothes while Laius and Jocasta are more fitting to wear highly corporate attires. Masks are definitely out of the picture and the facial expressions and gestures would solely rely on the actors’ skills in acting. Stage props include various equipment and tools which are necessary to the backdrop of each scene. It would include materials which can produce a picture of living room, streets, bedroom, and other equipment necessary. Conclusion Modern versions are not always as successful as the original. However, creating a contemporary remake of something very classic is always convenient for audiences who seek to understand more about a specific classic. Language and differences in poetry interpretation are always a major hindrance in achieving the primary message of a certain literature; but if a person wants to understand the deeper meaning of that classic, it is always productive to turn into modern remakes. They give easy-to-understand insights which are simplified versions of the originals.

Study of neuromarketing analysis

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

Summary of James Hiltons Goodbye, Mr. Chips Essay example -- Teachers

Summary of James Hilton's Goodbye, Mr. Chips James Hilton’s novel Goodbye, Mr. Chips is the story of an English schoolmaster who dedicated his entire adult life teaching young boys. He was a somewhat shy person. Nevertheless he was a competent school teacher, professional and attractive in many different ways. Although his first teaching experience was not successful, he was determined to become a good schoolmaster. After coming to Brookfield, he began to warm up to his students. But more important he brought discipline to his school which is the requirement for good teaching—something he did not achieve while teaching at Melbery. After teaching 25 years at Brookfield, Chips was still unmarried. Everyone thought that he would never get married because he had passed the usual marrying age. But, he did marry and it happened under unusual conditions. He went on a trip to the Lake district of England and there, he met his future wife, Katherine Bridges. During the trip, he was climbing a steep hill when he saw a woman from far waving at someone down below. The woman was standing on a dangerous-looking ledge and appeared to be asking for help. Chips thought that she needed to be rescued and proceeded to help her. Instead of helping her, he hurt his ankle, and in the end, she ended up helping Chips. Within weeks after their first meeting, they fell in love with each other and before the end of summer, they got married. Katherine deeply loved Chips and he loved her in return. Within a short time, the charming Katherine turned Mr. chips into an good-natured gentleman who was adored by his students. He was changed by the power of love. Chips became a kind, congenial, friendly individual to everyone—so much so that he became the most beloved teacher at Brookfield. Full of enthusiasm, young English schoolmaster Mr. Chipping came to teach at Brookfield in 1870. It was a time when dignity and a kindness of spirit still existed, and the dedicated new schoolmaster expressed these beliefs to his disorderly students. Nicknamed Mr. Chips, this gentle and caring man helped shape the lives of generation after generation of boys. He became a legend at Brookfield, as continuing as the institution itself. And sad but grateful faces told the story when the time came for the students at Brookfield to bid their final goodbye to Mr. Chips. This novel Goodbye, Mr... ...ool’s war dead; for everyone else they are just names, but for Chips, each name has a face attached. After the War the retireds, after 42 years teaching Roman History and Latin at Brookfield. Mr. Chips is the living personification of institutional memory. The classes of boys, the teachers and headmasters, even the subjects and teaching methods, come and go, but Chips has remained throughout. He â€Å"still had those ideas of dignity and generosity that a frantic world was forgetting.† He embodies the pre-War world and its values. In the very middle of an era that was witnessing an unregulated attack on all of the West’s institutions and values, Hilton created Mr. Chips, it represent the conservative ideal—providing a bridge of memory to all that is beautiful and good and decent in our past, just in case, in our zeal to create a perfect world, we forget the qualities and accomplishments which give us the pretty good world in which we live. This book is unabashedly sentimental. I appreciate the sensitivity non-political way in which they make the most important of political points: even as we move forward we must always preserve those things and ideas of value in our past.

The Horse Dealer?s Daughter: Love Essay -- essays research papers

In the story â€Å"The Horse Dealer’s Daughter†, author D.H. Lawrence represents a type of love metaphor that is truly an example of how powerful love can be. His two main characters, Dr. Jack Fergusson and Mabel Pervin undergo such a dramatic experience, its almost impossible not to pick up his story and read it for a second time. But can something this imaginative and so farfetched actually happen? Well, love does work in mysterious ways and there have been a number of fascinating events that have happened to people. Love is unpredictable, exciting, and probably one of the greatest feelings people can experience during a lifetime. Love is just one of those things that can’t be explained. Since scientists truly can’t find out the meaning of it or why it happens, it allows authors like D.H. Lawrence to create intense and dramatic scenes that keep the reader on the edge of their seat. In this story, Lawrence’s character Mabel finds love at a time where she least expects it. Mabel was one of two girls in a family of five children. Her brothers, all of which were older than her, didn’t think much of Mabel and really didn’t have too much respect for her. When she was fourteen, her mother had passed away, which left Mabel heartbroken and depressed. Her father, whom she had loved very much, remarried to another women and left Mabel with the feeling of insecurity. He also eventually passed away leaving the family in debt. It was all of these events that lead to her deep depression, whi...

Women in Homers The Odyssey Essay -- essays research papers

Homer's The Odyssey Women are important to the plot and overall theme of the Odyssey. In fact, without many of the women there would not be a complex plot to this epic poem. In the narrative and in Greek society women played a variety of roles, as mothers, herons, and many other strong roles yet, they were treated as less significant, and were made to be loyal and submissive to men. The women were required to wait on and sulk for love, as Penelope did for 20 years. In Greek society, the women had very little authority but the little control that they did have was sort of a sexual power, which at times they could use to outwit the men. Obvious examples of this sexual power would be Circe and Calypso. Calypso and Circe however, are not the only examples of women from the text that used this mystifying power. The beautiful nymph Calypso and beautiful witch-goddess Circe had super natural powers, which they each used to make Odysseus their love slave. Calypso had captured Odysseus and taken him to her island, Ogygia, where they had an affair for a while. She used her beauty and she seduced him to control him. Circe used what we would call the â€Å"puppy dog† allure to get Odysseus to have mercy on her and eventually she seduced him in chapter ten. He and his men lived with her for a year. The Sirens, enchanted Odysseus with their singing, their songs put him in a trance, they had this sultry spell-casting power. Throughout the tale, Penelope uses her feminine charm to subtly lead t...

Microsoft’s Management Planning

Microsoft’s Management Planning Paper Within this paper Microsoft’s organization will be assessed with the planning functions of management. Along with a brief analysis of Microsoft’s history and the impact that legal issues, ethics and corporate social responsibility have on the planning functions of management. It will also analyze the factors that influence the Microsoft’s strategic, operational, and contingency planning. The Microsoft corporation is one of the most prevalent and powerful companies in the private computer business. Established in 1975 by Paul Allen and Bill Gates, Microsoft has the strongest presence in just about all areas of computer software, from applications to programming tools. Bill Gates wanted to create a healthy, productive work environment that maintained its employees values and commitment of excellence. In building a corporation based on the principles of diversity and respect of one another’s individuality, Bill wanted to bring in the right people to manage his corporation that had the same common goals to achieve the main goal of having a thriving corporation. Planning is important at all levels of management within Microsoft. However, its distinctiveness differs by level of management. Within Microsoft the key terms of planning management functions are vision, mission, objectives and goals. Planning requires a organized approach and an establishment of objectives. It starts with setting goals and objectives that can be achieved. Those objectives provide a underlying principle for a variety of tasks as well as designate course of efforts. Additionally those objectives also focus the attention of the managers on the final results wanted to be achieved. Objectives are the core to the planning process. Consequently, objectives should be stated in a obvious, accurate and unequivocal manner. Otherwise the tasks to be carried out are sure to be inadequate. The establishment of planning principles are the hypothesis about the profile of prospective events. They serve as a basis of planning. It assists in finding out the obstacles in the way of business throughout the course of the process. Planning principles may be or external or internal. Internal consist of asset investment plans, executive labor affairs, beliefs of management. While external includes political, social, and economical transformation. Internal principles are controllable while external are not controllable. To facilitate the management of Microsoft the company is run by a Board of Directors. This is a strategic form of planning that impacts the legal issues, ethics and corporate and social responsibility of the company. The committees include the Compensation Committee, which grants compensation for the CEO and supplementary employees of the corporation; the Governance and Nominating Committee, which takes care of an assortment of corporate matters as well as nomination of the board; the Finance Committee, which takes care of financial matters such as recommended unifications and acquirements; the Audit Committee, which takes care of accounting issues with the corporation together with reports and audits; and the Antitrust Compliance Committee, which puts forth efforts to put a stop to company practice from violating antitrust laws. Other aspects to the corporate configuration are there is a Executive Team, comprised of sixteen corporate officers around the world, which is in charge of a variety of duties including making sure staff understand Microsoft's traditions of business. That team handles the worldwide matters. With planning being the primary function of management and what the other functions of management develop from, a manager can only organize and staff after strategies to obtain goals are in place. Microsoft management is accountable for and are evaluated on how they meet the organizational goals through the functional and competent use of their resources. They are evaluated by their performance in getting the goals obtained proficiently and successfully through their staff. Management is also evaluated on their decision-making abilities to put to use the four functions of management to achieve the organizational goals. There are different stages of management and within all of them the first function of management, the planning function, is involved. The three factors that influence Microsoft’s strategic, operational, and contingency planning are external and internal factors and environment. Strategic planning is one particular style of planning. Strategies are the result of strategic planning. Microsoft’s strategies classify its business, the criterion for entering the business, and the fundamental events that Microsoft will pursue in carrying out its business. Strategies are key plans that assign huge amounts of the company’s capital to projected events, intended to attain the main goals and objectives. Operational Planning views future as something that needs to be implemented now. This style of planning focuses on setting interim objectives. Takes on a larger amount of comprehensive planning regarding the way in which activities are to be achieved Now a solid contingency plan has a massive value for the organization and it responds to major changes in the environment. The development of a all-inclusive contingency plan completes an external and internal environmental study, evaluates vision, mission and objectives, and establishes strengths, weaknesses, opportunities and threats. Microsoft’s mission statement is clear as stated (2008) on the website, â€Å"As a company, and as individuals, we value integrity, honesty, openness, personal excellence, constructive self-criticism, continual self-improvement, and mutual respect. We are committed to our customers and partners and have a passion for technology. We take on big challenges, and pride ourselves on seeing them through. We hold ourselves accountable to our customers, shareholders, partners, and employees by honoring our commitments, providing results, and striving for the highest quality. Microsoft promotes a diverse, supportive, and dynamic work environment. Within the frame work of the relationships build amongst each other they strive to be open, honest and respectful with everyone’s ideas and thoughts and input. Microsoft encourages a diverse workforce at all levels of the corporation. It is in that belief system that creating a work environment that enables people to fully appreciate t he diverse talents that others have to offer leads to improved modernization and creativeness within the products and services that the corporation provides to the public. Microsoft also encourages a cooperative and fruitful work environment by supporting the cultural and ethnic diversity of its workforce. They are dedicated to providing equal employment opportunities to all employees and applicants that are qualified. Planning is a decision making function that involves innovative thinking and imagination that eventually leads to advance methods and function for growth and wealth of an organization. Microsoft’s planning begins with purpose of objectives. Microsoft has big corporations resources with a small corporations suppleness and heart. Every flourishing corporation has the ability to use its resources and power to make a positive impact on the world and its people and with the Microsoft corporation being one of the most prevalent and powerful companies in the private computer industry, it has proven without a shadow of a doubt that it has done just that. They draw attention to the purposes for which various activities are to be carried out. With this the planning help in focusing the attention of staff on the objectives or goals of the organization. Without planning Microsoft has no direction. It requires manager to prepare a outline of the course of action that are to be followed for all completion of objectives and consequently bringing organization and level-headedness into the company. The duty and principles to help people and realize the true potential is what sets the Microsoft corporation apart from the rest.

Compromises That Lead to the Constitution

In the period between the drafting of the Constitution and the start of the Civil War, compromise was a main part in the governing of the United States. The Constitution itself is often referred to as a â€Å"bundle of compromises† and because of the effectiveness of these compromises it has been able to withstand time and continue to be the main source of our government. Conflict arose even after the Constitution and compromises were made to try to keep the Union together and decrease tensions between the North and South.In this paper, I will discuss the compromises that made up the Constitution as well as the compromises that were implemented leading up until the Civil War. The drafting of the Constitution is compiled of great compromises that are the reason why our great government is still working today. James Madison created one of these compromises called the Virginia Plan. His plan called for a strong central government, one that had control to legislate, levy taxes, ve to state laws, and authorize military force against states.His plan also called for a bicameral legislature and fixed representation in both houses of Congress proportionally to each state’s population. The people would select the lower house and those in that house would elect the delegates in the upper house who in turn would select the president and judges. This plan didn’t work because those smaller states felt they wouldn’t have equal representation in this house due to their population being smaller than the larger states. They feared that the large states would control the legislatures and the small states wouldn’t be able to get what they wanted done.After the Virginia Plan didn’t work, William Paterson of New Jersey offered another proposal called the New Jersey Plan. This plan stated that there should be a single chamber congress in which each state had an equal vote, just like the Articles. This plan also did not work because it gave too much power to the smaller states who only compiled about 25% of the Americans. And so, the Great Compromise was proposed. This compromise was passed on July 17, 1787 and stated that the upper house would have equal representation, satisfying the small states, and the lower house would be based on population, satisfying the large states.The fear of the people was that the central government would become too powerful and that the states wouldn’t be able to do anything about it. Through debate and in attempt to solve this from happening, the framers of the Constitution came up with two things: separation of powers and the system of checks and balances. These two systems have kept our central government from getting too powerful as well as keeping our states from getting too powerful. Separation of powers meant that the three distinct branches in the national government all had different powers and one branch couldn’t try to do the job of the others.These three branches a re the executive, judicial, and legislative branch. The executive branch is composed of the President of the United States and his cabinet, the legislative branch is composed of the Senate and House of Representatives, and the judicial branch is the Supreme Court. The system of checks and balances was meant to prevent any one branch from dominating the other two. Examples of the checks and balances include the power of the President to veto acts of Congress, but to insure that the president doesn’t overuse this power Congress can override a president’s veto with a two-thirds majority in each house.The framers also made it so the Constitution could be amended if needed by a two-thirds vote in both houses of Congress and then the amendment has to be ratified by three-fourths of the states. This amendment process is the reason why the Constitution has lasted as long as it has and why all the compromises the make of the Constitution still hold true today. The framers made it so the Constitution can be changed if and when our country changed views and ideas on all sorts of issues.The admittance of Missouri as a state threatened the balance of the union in 1819, which at the time had eleven free states and eleven slave states. Since Missouri’s population was composed of 16 percent slaves, it would be admitted as a slave state therefore upsetting the balance in favor of the south. Northerners didn’t like this because Missouri was at the same latitude as the free states of Ohio, Indiana, and Illinois, and because of this they feared that it would set a precedent for slave states coming more north.The north and south continued to argue and argue over the issue of slavery. The north accused the south of trying to extend the institution of slavery and the south said that the north was conspiring to destroy the Union and end slavery. To resolve this crisis, congress passed a series of agreements that became known as the Missouri Compromise, whi ch smoothed over the crisis. In 1820, Congress admitted Maine as a free state and Missouri as a slave state in order to balance the number of free and slave states and to keep order between the north and south.Also, it prohibited slavery in the remainder of the Louisiana Purchase north of the southern boundary of Missouri. This compromise soon fell apart after it was passed. Missouri drafted its own Constitution saying that free blacks were prohibited from entering their territory. Because of this provision, which was against the federal Constitution stating that citizens of one state were entitled to the same rights as citizens of other states, antislavery northerners didn’t allow Missouri to be admitted into the Union until 1821.In 1821, Henry Clay came up with a second Missouri Compromise, which didn’t allow Missouri from discriminating against citizens of other states. This compromise didn’t really calm the conflict between the north and south in terms of sl avery. In fact, the conflicts that resulted in the Missouri compromise were the reasons that the Union fell apart 40 years later. The north still feared the spread of slavery into the north and the south feared that the north would try and take away a key part of their way of life, slavery, and the compromise did nothing to calm these fears.By the end of the Mexican-American War, the United States contained thirty states in the union, fifteen of which were slave states and fifteen that were free states. Due to the huge amount of territory that was gained at the end of the war in 1848, the balance of free and slave states was threatened. Southern, or slave states, feared that because of the doctrine of free soil, which meant that Congress prohibited slavery in the territories. So the southerners came up with the idea of extending the Missouri Compromise.Slavery again was the main issue when determining the admittance of states into the Union. In early 1850, Henry Clay again forged a set of compromises to resolve the issues between the north and south. He proposed the admission of California as a free state; the division of the remainder of Mexican cession into two territories, New Mexico and Utah without federal restrictions on slavery; the settlement of Texas-New Mexico boundary dispute on terms of favorable to New Mexico; an agreement that the federal would assume the considerable public debt of Texas; the continuance of slavery in Washington D.C but the abolition of slave trade there; and a more effective fugitive slave law. By summer, Congress passed each part of the component of Clay’s set of compromises. Although it passed, it still didn’t solve the differences between the north and south. The only reason it passed was because the minority in the north and the minority in the south who favored it combined to be more than those who opposed it in the north and south. This compromise favored more so the north than the south.The north had many o bvious â€Å"wins† in this compromise such as California as a free state, the potential of New Mexico and Utah being free states, and the abolition of slave trade in D. C. The compromise still left open the question of whether Congress had the power to prohibit slavery in territories outside of the Mexican cession. A big issue the north had with this compromise was the acceptance of the Fugitive Slave Law. In 1793, the Fugitive Slave Law was passed. This law required judges to award possession of an escaped slave upon any formal request by a master or his representative.Runaways, as slaves who fled their masters were called, were denied a jury trial and sometimes even refused permission to present evidence of their freedom. This law denied free slaves the same rights that were given to whites under the Bill of Rights. Although this law was upheld, it did not mean that Northerners followed it. This upset the south very much and was a main reason the compromise didn’t la st. They wanted the north to follow the provisions of the compromise since they had to as well.In 1854, Stephen A. Douglas of Illinois proposed the Kansas-Nebraska Act. This act created the territories of Kansas and Nebraska, which opened new lands for settlement and farming. It repealed the Missouri Compromise by allowing settlers in those states to determine through popular sovereignty whether they were slave states or free states. The result of popular sovereignty was the flooding of northerners and southerners into these territories trying to either vote them into being free states or slave states.This act just set fuel to the fire between north and south in terms of slavery and cause great conflict in these territories. The conflicts between the North and South were never truly resolved with the compromises after the ratification of the Constitution. The compromises worked temporarily to smooth over the tensions between them but they never lasted. The reason for this was the le gislations never fixed the real issue, the question of whether blacks were considered equal to whites under the law and until the government made it clear, conflict was inevitable and compromise wouldn’t work.