Emily Dickinson Essay Example | Topics and Well Written Essays - 1250 words - 1

Emily Dickinson - Essay Example This piece is fundamentally significant and is named first as it is written in such a way that it capably yet briefly discusses virtually any and all things relevant to life on this earth. The very first line ushers the reader into an immediate mixture of nouns representing it seems, everything taking place in the world all at once, â€Å"Forms, qualities, lives, humanity, language, thoughts†(Whitman, 1). Discussing this poem first lays the groundwork for the integration of 11 other poems which utilize imagery and monologue within the same or similar context. The next poem chosen to compose this project is titled Adam Means Earth by Samuel Menashe. This poem discusses the name ’Adam’ which is given to the biblical character introduced in Genesis, who essentially is the origin of mankind. By returning to the very beginning of time based on biblical lure, the poet manages to devise a foundation which encompasses all things as he alludes to the fact that the very name ’Adam’ translates to earth. The vivid contrast of earth, or the physical sum of all things, against the backdrop of a disembodied name which is far removed from tangibility, allows the reader to derive an essential meaning based on physical existence and spirituality on a fundamental level. The poet is able however, to remove the ideology of religion and still utilize biblical reference and imagery. He uses it to his advantage and it works well. Continuing with the theme of an elemental approach routed in earthy language, the poem entitled A Chagall Postcard written by Peter Porter, begins with a personification of the ’night’ drawing a similar connection between the physical and the intangible or disembodied idea of something such as the case with Menashe’s ’Adam’ compared to earth itself and Whitman’s first line coupling of pieces of life as we know them and tangible existence. Porter begins the piece with â€Å"The

Constitutional Law Essay Example | Topics and Well Written Essays - 500 words - 1

Constitutional Law - Essay Example For instance, if a person has been apprehended and charged with a criminal offense, they have to be presumed culpable and should be punished for their misconduct. This theory believes the criminal justice system was developed to control criminal conduct among individuals (Levesque, 2006). On the other hand, the due process model holds that individuals charged with various crimes are generally innocent until proven otherwise. In light of this, any individual charged with an offense should be allowed to enjoy certain unalienable rights. Packer (1968) described the due process model as drawing several similarities from an obstacle in the quest for granting criminal suspects punitive treatment and or sentences. The primary aim of the due process model is that, except for cases whereby suspected criminal offenders hold the society to ransom, they should be granted freedom until they are declared culpable. The model supports the notion that the primary aim of criminal justice is to safeguard the rights of the innocent and condemn the guilty. According to Levesque (2006), crime control model upholds as credible the outcomes of police investigations, and as such, police should have sweeping powers as far as fighting crime is concerned. By handling criminal suspects under police custody as if they are culpable of criminal offense, cases could be resolved as quickly as possible. Crime control, therefore, speeds up the administration of justice. In contrast, the due process model recognizes the importance of police activity in guaranteeing justice to members of the society. However, the powers of the law enforcement officers should be restricted to avoid cases of abuse or maltreatment to criminal suspects. Due process advocates for accountability of various stakeholders in the criminal justice process, which can be achieved by

Cross Cultural Management Essay Example | Topics and Well Written Essays - 2500 words - 2

Cross Cultural Management - Essay Example Organizations all differ in their culture. There are no too organizations with the exact culture. Cultural forms function as the linking mechanism by which networks of understanding develop among employees. The cultural forms shown in the table on pages 293-94 act as a medium for communicating ideologies, values, and norms. Cultural forms enable leaders to transmit messages about desirable culture to influence thinking and ways of behaving. Cultural forms also address the emotional aspects of organizations that are commonly referred to as cohesion or camaraderie. Organizational scholars Janice Beyer and Harrison Trice elaborate on this point: Cultural forms not only aid sense making through the meanings they convey; they also aid the sense making process through the emotional reassurances they provide that help people persist in their coping efforts. Forms provide a concrete anchoring point, even if the meaning they carry are vague and only imperfectly transmitted....Also many cultural forms involve the expression of emotion and, by this venting of emotions, help people to cope with stress.( http://www.au.af.mil/au/awc/awcgate/ndu/strat-ldr-dm/pt4ch16.html) Organizational diversity is the mixture of different individuals. Differences such as race, age, gender, religion, and ethnics. Diversity is very important in the attractiveness of an organization. ... Technology is increasing at a rapid pace. The world's technology is set to double in the next seven years. An organization must be technology advanced to be able to keep a competitive advantage over its competition. Many times when upgrades are made in a company employee training is necessary. Communication in an organization is very important for its success. Managers must be able to communicate with their subordinates quickly and effectively. Communication channels need to be a too ways lane. Employee feedback allows management to measure their own success. Employees should feel free to constructively comment and offer creative ideas to managers. Communication can take place in person, over the phone, or electronically. An organization's culture is a very complex and sensitive issue. Companies must develop a culture that appeals both to its employees and customers. The culture of an organization is a resemblance of its personality. Employee and managers will be working together on a daily bases and must get along. Human resource management is somewhat different in the global environment that in the domestic environment. Several factors contribute to this. One factor is the differences in worldwide labor markets. Each country has a different min of workers, labor costs, and companies. Companies can choose the mix of human resources that is best for them. Another factor is differences in worker mobility. Various obstacles make it difficult or impossible to move workers form one country to another. These include physical, economic, legal, and cultural barriers. Still another factor is managerial practices. Different business subcultures choose to manage their resources, including people, in different ways. The more countries in which a company operates, the greater

Retail assessment Essay Example | Topics and Well Written Essays - 1000 words

Retail assessment - Essay Example This report compares the retail activities of both retailers compared to other well-known fashion brands and retailers. The business concept at H&M is straight-forward: â€Å"give the customer unbeatable value by offering fashion and quality at the best price† (hm.com 2010, p.1). This is accomplished by outsourcing all of their supply needs and reducing middlemen in the process of product procurement. The company also makes its purchases in higher volumes than other retailers, therefore receiving volume discounts that are passed onto the consumers in their pricing model. This is not common with other retailers in the UK, especially those that have built their brand based on diversity of offerings rather than volume inventories. Zara is a leader in areas of procurement and acts as a benchmark for many other fashion retailers. The company also offers low cost fashions, however their inventory replenishment strategy is significantly different from H&M as well as other well-known retailers such as Marks & Spencer. Zara works on a six week lead time under its fast fashion replenishment model, therefore it is able to sell virtually all of its merchandise at regular price without pricing reductions (Hardman, Harper & Notaney 2009). Other fashion retailers are only able to sell 50 percent of their merchandise at regular price due to diversity of inventory offerings and the speed of replenishment chosen to maintain exclusivity in fashion offerings. Zara is considered by its youth consumer markets to be a place where there is always a new and â€Å"fashionably exclusive† product offering as it maintains a lean inventory policy for this reason (Ferdows, Lewis & Machuca 2003, p.63). Larger retailers that have a more diverse collection of fashions or other home-related merchandise do not have this luxury of lean inventory and must regularly consider clearance merchandise to make room for newly arrived inventories. Zara also devotes a considerable amount of time into

Comparative Analysis of Two Films Essay Example for Free

Comparative Analysis of Two Films Essay Stereotyping can be defined as sweeping generalizations about affiliates of a certain gender, nationality, religion, race, or other group. Social stereotyping has been a worldwide issue for many years. More specifically, stereotypical assertions, based on both gender and race, have been a common theme throughout many 20th and 21st century films. Both Crash, directed by Paul Haggis in 2004, and Girlfight directed by Karyn Kusama in 2000, address the issue of stereotyping in their own unique way. Girlfight does this by placing a female in the spotlight of a sport that is predominantly dominated by males, whereas, Crash confronts our problem with racial stereotypes and racism, and the need to counter them, by focusing on the â€Å"crash† humans experience by encountering people that they actually are already linked to. Throughout the film Girlfight, the crowd may have been against Diana, but her determination allowed her to fight off skeptics outside the ring and her opponents in the ring. Crash is a movie that brings out bigotry and racial stereotypes. While one story revolves around a gender debate, the other approaches the argument from the aspect of race and ultimately both combat the greater social issue of stereotyping. The film Girlfight depicts the struggle of Diana Guzman, a high school girl, and how she overcomes gender barriers to dominate the boxing arena. Her mother passed away when she was young, and she lives with her father and younger brother, Tiny. They reside in the projects of New York City, a tougher area where the ability to defend yourself is basically a prerequisite. Her father forces Tiny to train at the local gym to become better suited to defend himself and that is where Diana is introduced to the sport of boxing. Setting is a key aspect of the film and director Karyn Kusama’s choice of realistic venues for each and every scene help create a documentary-like atmosphere. One scene that illustrates this quality is when Diana and Adrian learn that they will both be fighting each other in the final bout. The scene takes place inside the manager of the ring’s office; a small but well organized office. The camera pans from character to character as they discuss Diana’s next fight and the viewer is placed in the back corner of the office space. A key detail to be noticed is that the door is open and one can see that boxers are still training in the background. This gives the audience the idea that what they are viewing is very real, almost like a documentary, and Kusama’s film work adds to that with a picture that is both grainy and misty. The scene is also full of dialogue, which is a common attribute of any documentary. It seems as if the scene would have occurred even if the camera had not been rolling film. The realistic aspect correlates back to the underlying premise of the movie, gender stereotyping. At the time, female boxers were a rarity and Diana was an exception not only because of her gender but also because of her skill. The boxers at this gym are all male except for Diana who happens to be the main character in the film. This creates an immediate gender barrier the second that Diana steps in the gym merely because she isn’t of the norm. The film Crash attempts to tackle the issue of racial stereotyping though the stories of several characters who all turn out to be connected in some way, shape, or form. Anthony and Peter are partners in crime who hijack cars for a chop shop. Anthony believes that society is unfairly biased against blacks, and at one point in the film he justifies his actions by claiming he would never hurt another black person. Rick Cabot, district attorney of Los Angeles, and his wife Jean are two other main characters throughout the film. One scene that reinforces the use of stereotyping is when Anthony and Peter stroll a Los Angeles shopping strip. As they walk along, Anthony explains to Peter how whites are so quick to judge blacks at night. The dialogue throughout the scene is especially important because Anthony quickly changes from complaining about racial tendencies around him to hiding behind a handgun as both he and his friend hijacks a car. The audience sides with Anthony, as he begins his rant, but out of the blue, the two men pull a gun on an innocent couple and the audience is left in shock. Anthony states, â€Å"You couldn’t find a whiter, safer or better-lit part of this city right now, but yet this white woman sees two black guys who look like UCLA students strolling down the sidewalk, and her reaction is blind fear† (Crash). This statement draws light on the fact that we as humans tend to jump to conclusions often too quickly. Anthony and Peter had done nothing out of the ordinary but the town happened to be predominantly dominated by whites and that set off a red flag in Jean’s mind. Anthony flips the subject based on the fact that they are the only blacks in the area and asks Peter, â€Å"Why aren’t we scared? † Peter responds, â€Å"Cause we got guns? † and both men proceed to pull out their weapons and hijack the Cabot’s vehicle (Crash). This scene is greatly enhanced by the use of sound. As both of the couples stroll down the boulevard, one can hear a peaceful Christmas carol in the background, but as the men approach the Cabots, the music increases in volume and changes to a more upbeat, edgy track. The film does this in order to create tension between both sets of characters; it changes the norm and keeps the audience anxious. To reinforce this, the sound increases once more as Anthony and Peter peel out of the street with the stolen car creating a definitive point in the scene. By transitioning from calm to chaos, Haggis demonstrates how a simple misinterpretation, a stereotype, could pay dividends in the long run. Jean Cabot had suspected something was not right as soon as she locked eyes with Anthony. The fact that Anthony gave a rather thought-provoking talk on racial tendencies shows that stereotyping does not go unnoticed. An act as simple as interlocking arms with your husband as you pass two young, African American teenagers may seem like an act of safety to you but to the teenagers it is offensive. This also proves that this is not a one-sided debate. Both parties are involved and equally held responsible for their criticisms. In â€Å"Becoming Members of Society: Learning the Social Meaning of Gender,† Aaron H. Devor discusses the distinction between gender and sexuality. Gender is typically based on anatomical differences between men and women, but does not necessarily match with them. In Diana’s case, she is a female yet she demonstrates masculine tendencies through her animosity and fury in the boxing arena. According to Devor, Diana fails to follow â€Å"the natural role† of her sexuality (Devor 160). Devor states, â€Å"persons who perform the activities considered appropriate for another gender will be expected to perform them poorly† (Devor 159). He point is valid because there are always cases when a male or a female may not fit the norm and fight off a society that is so fixated on masculinity versus femininity. This statement connects with the film Girlfight, in which Diana Guzman distinguishes herself by becoming a boxer, a sport dominated by males. Devor states that even if the athlete does succeed, it is a â€Å"reward with ridicule or scorn for blurring the gender dividing line† (Devor 159). The film Girlfight somewhat argues this statement because Diana was cheered as she finished her final bout against Adrian. Adrian was obviously the favored fighter, mainly due the act that he was a male, yet Diana pulled off the victory. The fact is that gender is socially and culturally determined; it is not biologically determined. At the time, boxing gurus failed to give credit to Diana by being an underdog and decided to instead critique and stereotype her based on her sex. Today more and more women have become boxers but there are still those that frown upon their presence in the ring. Even though people have become more tolerant, there are still some who are not willing to except things out of the norm, which is why society has not gained the balance it needs and social stereotyping exists. Gender stereotyping is a very serious issue in today’s society, but another dilemma just as grim is that of racial stereotyping. Larry Aubry’s Los Angeles Sentinel article titled, â€Å"Undoing Racism in American Cities,† argues how racism is still very much with us and is still a barrier to the realization of the American dream in the nation’s cities and towns. His main point is that in order to â€Å"undo racism† one must â€Å"move from being a part of the problem to becoming a part of the solution† (Aubry, par. 3). Throughout the film Crash, the main characters are given various opportunities to combat racism but instead act on poor judgment by stereotyping. The fact is that stereotyping never leads to a proper outcome. A proper outcome may not be what either party had intended but most of the time an ethical outcome is best. In Anthony’s case, he fumed on how whites were racist yet he became part of the problem by doing exactly what Jean Cabot had foreseen him execute. Anthony stereotyped against himself and further worsened the problem. According to Aubry, â€Å"there is a consensus that everyone is part of the problem in many different ways† (Aubry, par. ). Most people place the blame on others when in fact they escalate the argument. Stereotyping has set societies back time and time again and until society is guided by the fairness of its ideas, its politics, and its culture and not by the fairness of one another’s skin or gender, progress cannot be made. Girlfight attacks the issue from the gender side while Crash from the racial side. Stereotyping is vague in nature but both films key in on these issues through their storyline and cinematic techniques. Girlfight did this through a realistic portrayal of the life of a young female boxer and her struggles. Crash decided to create a segmented story in which characters interact through their abuse of stereotyping. If Anthony and Peter had decided not to go through with the car hijacking, both them and the Cabots would have been closer to the realization that they were in fact, out of line. In Diana’s case, the public is against her, even her father is against her, yet she knows she can fend off the skeptics. Social stereotyping is pervasive and without both parties grasping that fact, both racist and gender stereotyping will continue to exist.

Malham Field UK Essay Example for Free

Malham Field UK Essay Malham field is very vast piece of land situated the northern eastern of the England. It lies within the Yorkshire part of England. The region has wide variations of geographical features which contribute to the attractiveness of the region as centre of tourism attraction. The region has therefore been a region of great importance in the development of geographical learning and other linked course such as agricultures, tourism as well as fishing. (Raistrick, 1972) The geology The Malham field is a region famous of geological activities. One of the most famous geological activities in the sites lies with the presence of limestone features of their own uniqueness. The place is well known because of the wide variety of features, however, the site has is deeply significant in geological work through the understanding of limestone. Generally, Malham is speculated to be a region of useful limestone minerals. The region has been of unique shape which is attributed to the endowment of limestone. The presence of the limestone of the nature of KARST in this portion of land has led to the spectacular landscape. (O’Connor 1964): Due to the nature of limestone present, the region experiences underground drainage more often rather than surface drainage and run offs. Therefore, like in many other areas where KARST occurs, the underground drainage forms a main feature in the region. The presence of limestone in region makes it possible in the formation of different geographical feature. These physical geographical features formed in the region depend on the chemical properties of calcium carbonate. The rocks are readily dissolved by rainwater. As result of this kind of rock the cover the land, the reactions of the rock with rainwater leads to the formation of sinkholes. Usually, sinkholes which are salient features in the regions occur with surface water disappearing underground hence leaving behind dry valleys and stream less. The nature of the rock in the area also prevents ease formation of the soils. The rock has very high rate of dissolving which renders the processes of soils formation quite impossible. While soils are not easily formed on soluble rocks, then the place has vast lands with bare rocks. In addition to bare rocks, other common salient features in the regions includes crags and pavements Figure 1 The figure above shows the presence of several feature found in the region. Bare rock s and other features are clearly indicated. Scree slopes and crags are shown in the figure with varying ways. This figure was retrieve from http://www. malhamdale. com/geology. htm on 21 February, 2009 Landforms and soils The part of Malham has several features which are formed through different activities. There are two major activities which are involved in the formation of the various landforms in the region. Perhaps, there are three most distinct ways in which these features are attained. One of these is the glaciations process which is believed to have taken place during the era of ice ages. The place of Malham is said to have been covered with glaciers at about 15000 years ago. The sheet of ice that covered Malham glaciated leading to scoured and modified KARST landscape. This made the place to come to be referred to as GLACIOKARST landscape. The process led to the formation of limestone pavement with exposed rocks to the element of the environment. (Burek et al,1998) The figure 2 below shows an example of limestone pavement. Retrieved from http://www. malhamdale. com/cove. htm on 21 February, 2009 The figure above shows a Malham cove which is said to be an inspiration to numerous art and literature work. The Malham cove is a huge shaped cliff formed of limestone rock. The top of the cove is covered by classical limestone pavement. The high of the vertical face of the cliff is 260 feet. The cove is deeply eroded at the top. (Muir 1991) The other kind of features and landscapes can result through erosion and solution processes. Generally, these processes are likely to create feature of tourism attraction such as the Gordale Scar. This is a huge gorge that existed since the ice ages in which water melted forming a cavern that gradually collapsed resulting to waterfall and a gorge (Sweeting, 1972) Vegetation and drainage The Malham part has mostly underground drainage system. This is because the rock allows the formation of such systems more easily than any other drainage systems. Most of the rivers in this region remain as dry river bed due to percolation of the surface water from the surface. Most rivers become surface drainage systems only with heavy rainfall. Despite that the region has several underground water systems; the Malham tarn is salient feature within the region. While most of the drainage systems are naturally salty, the Malham Tarn system has been very significant in the provision of freshwater. The Malham tarn lake draws off its contents to the small stream of Malham water. This system of the Malham water enters to the limestone where it disappears at water sinks. The system continues with its course by adopting the common way of underground channel before it reappears at the Airehead Springs in the southern part of Malham. (Smith and Atkinson, 1977) Figure 3 Malham Tarn lake drainage system This is the famous largest freshwater lake in the United Kingdom Climate The region of Malham experiences four climatic seasons in a year. However, there has been some change in the recent times which is not only being experienced in this region but is a matter that is causing an alarm allover the world. The Malham region is being affected by the global warming process which is taking place in whole world. The winter season is portrayed to have the extreme of temperature increase, implying that there is the least frost and ground air at such a time. During the summer period, the amount of rainfall is more or less that received during the winter time. However, there has a tendency of drier summers and wetter winters in the past few decades. (Manley, 1979)

Influence of Magazines on Beauty | Cross-Cultural Analysis

Influence of Magazines on Beauty | Cross-Cultural Analysis INTRODUCTION Beauty is not concrete and may vary from culture to culture changing over time and shifting according to location. Beauty is an image which has been created by society to which woman and men have had to subject themselves to be real. The ideology of beauty or what is accepted as being the right appearance has been created by society and largely propagated by media. For United States of the 1950s Marilyn Monroe was the pinnacle of beauty which soon changed to Twiggy in the 1960s. While porcelain skin is valued in China, scarification of the skin and decorating it with tattoos is considered as a status symbol in Africa. Thus the physical attributes and ideas attached to beauty vary across cultures. Womens magazine industry is understood as a monolithic meaning producer, circulating magazines that contain messages and signs about the nature of femininity that serve to promote and legitimate dominant interests. (Anna Gough- Yates). A majority of feminist critics argue that media is responsible for establishing and promoting gender differences and inequalities in society. In respect media persons are considered responsible for reinforcing capitalism and patriarchy; manipulating society to attain increased circulation figures. Magazines are a great source, to study the society. Recording changes, from the purely fashion magazine couture age of 1920s, to lifestyle and home of the 1940s when domestic help was rare and woman to a personal interest in their homes. To New woman of the 1980s when woman began to work alongside men in almost every field to do it yourself of the 20th century with soaring costs and economic downturn. Magazines reflect revolutions in society and influenced the opinion of women across nations. Given the increase in trade to Asia and the spread of the beauty industry across nations, there is limited study available on how people are depicted internationally in the fashion magazines. Previous research has established that womans magazines can act as agents of publicizing gender stereotypes and beauty ideals like size zero and institutionalizing conventions like photographic poses. (Rudman and Verdi, 1993; Griffin, Viswanath, Schwartz, 1994). Yet little research has been done on the differences in representation of women internationally and locally. POWER OF IMAGES One must establish what people are looking at before one can hope to understand why under the conditions peculiar to them, they see what they see Rudolf Arnhein (Arnhein 1977:4) An image is that stimulus or representation that compels us to cognition, interpretation and personal preference. If we understand that the market is image based than we also begin to understand the importance of vision in understanding management in the information society. Images are where visual communication starts. Jonathan E. Schroeder confirms in his study of media that visual consumption is critically important for understanding contemporary consumers. Today marketing professionals are sensitive towards global customers and realise that they are enthusiastic consumers of images. Brand image, corporate image and self image are significant economic and consumer values and that global market culture is largely the construction of symbolic environments. (S. E. Jonathan, 2002) This is of great importance especially in the 21st century as the importance of marketing management and consumer research in this century may shift from problem solving to problem recognition from productio n of goods to the production of images (S. E. Jonathan, 2002) Through time marketers have learnt that markets are global which should translate into local approach. But when companies globalise they become more production driven wanting to sell more thus having common promotional strategies across cultures, sticking to one single image, hardly realising that there may be global products, but there are no global people. There may be global brands but there are no common global motivators to buy those brands. (M. De Mooij, 2009). Many brands have with the help of technology and communication tried to globalise nations. But technology has not brought a global village in which consumers all behave the same. GLOBAL MEDIA Globalisation is best defined as the crystallization of the entire world as a single place (Robertson, Ronald. 1990. Mapping the Global Condition: Globalization as the Central Concept. Theory, Culture and Society 7) Due to the success of global brands writers have predicted an unavoidable colonization of world culture by internationalised brands that would most definitely lead to demise of local cultures. However there is also evidence that suggests social relationships and values in local culture are resistant to the negative effects of globalization. On one hand globalisation is expected to destroy local cultures and bring about homogeneity while on the other hand it is also the reason for the revival of local cultural identities from various parts of the world. Today the expansion of western cultures values and ideas has reached the far corners of the world, right to Asian countries like India and China which have been dominant till the 21st century. Now that these countries have become important players in the world market, counter expansion of values and culture can also be seen. Over the past few decades there has been a rapid expansion of global brands in the media sector more than ever in the area of womans fashion magazines. Local editions of Elle, Harpers Baazar and Vogue are now being published in Asia. The internationalization of a magazine is not a new phenomenon although until quite recently the most popular womans magazines have been published locally. Harpers Bazaar, a U.S magazine launched itself in U.K. in 1929 (Anna Gough-Yates, 1993), Elle a European magazine began publishing its first edition in Japan in 1960s while Vogue a U.S magazine entered the Indian market in the 21st century. However the establishment of an integrated global media market only began in earnest in the late 1980s and did not reach its full potential until the 1990s. (Herman and Mc Chesney ,1997, p10) The latest NRS (National Readership Survey) figures suggest that the total readership market in U.K. for the months of July and December 2008 has risen by 10% since last year, while the total market for womens lifestyle and fashion magazines has grown by 7 %. (IPC Advertising) A similar trend was observed in USA where magazine subscription reached a ten year high in 2008 and with the total number of magazines published reaching 20,590 the total percentage of subscriptions also increased by 1.4% (MPA Magazine Publishers of America, ABC) Comparatively in Asia according to a PricewaterhouseCoopers the Asia/Pacific magazine market excluding Japan is projected to grow by 7.2% annually, reaching $20.7 billion by 2010, Advertising is also expected to rise by 5% annually to $8.1 billion in 2010. This means theres plenty of potential for countries in South Asia, where advertising spending is just about 0.34% of GDP. Until now foreign brands were allowed only 26% ownership when venturing into Asian countries. But in 2005 most of the Asian countries levelled the field for non news publications allowing 100% foreign direct investment. (D. Ruth, 2007, Forbes) In an age looking towards the internet for all information and goods there is a risk that print media and magazine subscriptions may fall contrary to predictions. A recent research conducted by PPA marketing suggests that the internet does not have any harmful effect on peoples desire to read offline, in fact in some cases reading websites encourages them to read magazines. Out of 1500 adults between the age of 18- 34 surveyed online revealed that peoples expectations and goals from each medium depends on the subject matter and for the subject of beauty and fashion print magazines are an obvious choice. Also the idea of owning a piece of fashion history through the beautifully photographed and styled images in fashion magazines makes print media a lucrative choice. With fashion going cross cultures, print media being the apparent choice of the masses to keep them in trend and the governments giving publication houses the clear there is nothing stopping international fashion magazines going local. Like all the other global media, magazines use many different strategies to cross the borders. The main reasons for crossing borders are saturation of home markets and to generate revenue by providing international consumer brands with advertising vehicles that reach into the expanding foreign markets'(Dr. Katherine Frith, 2006,pg4-5). For example Condà © Nast which has a portfolio of 127 magazines in 23 countries had to close down Mademoiselle in November 2001 due to competition, flagging sales and saturation of magazine houses. Markets with rising economic rates like Asia and Middle East, as a result have become a target for westerns producers of beauty and fashion magazines. FASHION MAGAZINES AND THEIR IMPACT Many women across cultures are influenced by general trends in fashion and follow although at a distance the fashion industry. The relationship between consumers and trends is complex but it is mediated by fashion magazines. The difference between international fashion magazines and their local versions is that the international issues tend to carry a predominance of images for multinational products. (Shaw, 1999). Such magazines are growing in popularity in Asia and this popularity has bought about a change in perspective regarding the depiction of woman and products in local magazines. Griffin, Viswanath, and Schwartz(1994) found in a study comparing images in weekly U.S. news magazines (Time and Life) to weekly Indian magazines (India Today and Illustrated weekly of India), that many of the western advertising principles and poses for women were being conveyed across nations. They confirmed that female models in India were taking on poses that related closely to gender portrayals of the advanced western nations. A recent analysis of magazines international and local in China by Frith, Cheng and Shaw (2004) suggests that Caucasian models are more frequently shown in seductive dresses than Asian models. Feminist critiques like Kates, Shaw and Garlock (1999) would argue that western magazines are cultural institutions that represent women in a problematic and often unacceptable way although attractive female bodies and sexual content have for long been used in the west to draw consumers to a product and generate interest. Comparing this to the representation of woman across cultures with reference to the few studies conducted on the topic; Griffin, Viswanath and Schwartz (1994) concluded that the use of Sexual pursuit as a theme was used three times more often in American magazines than magazines in India. In conservative Asian countries like Malaysia and Indonesia only Caucasian women were used in Lingerie advertisements (Frith and Mueller, 2003). Any magazine wanting to be resonant with its target audience needs to represent the social norms and cultural values of the given society. International magazines like Vogue and Elle although have publishing houses in Asian countries most often train their employees in the west. The result being that the forms of representation and especially that of woman can take on a globalized look. As Kyung-Ja Lee,(2000, pg 86) has rightly said for thirty years, media have been taken to task for reproducing and reinforcing stereotyped images of woman. Yet unfair representation of woman in media still prevails worldwide. Sex stereotyping has been so deeply ingrained, even glorified, that the woman themselves have become desensitised to their own inferior portrayal. The prospects appear even gloomier as the globalisation of media progresses Previous researchers have noted that the images of models used in magazines have been extensively retouched to represent the ideal of beauty that is unattainable for all but a very few people.(Greer,1999). By showing models that are uniformly thin, flawless and perfectly proportioned the media may contribute towards low self esteem and unhappiness among woman and give rise to problems like eating disorders.( Gauntlett, 2002) Media is also considered a large contributor to the global increase in plastic surgery to change physical appearance among young girls (Lee, 2007). With most models used in international magazines being white the publications are rarefying the ethnic beauty ideals. In fact the obsession with whitening products may be a result of this overuse of White models in Asian publications. Finally as global media takes readers away from local publications and changing Asian beauty ideals it is important to study the impact of international beauty ideal on local consumers. The Asian society has predominantly been a conservative society yet with the onset of westernisation this society is changing and adapting itself. But as Marieke de Mooij states, product usage or acceptance does not change overnight, as peoples behaviour is stable . A new idea or concept is only accepted when it is consistent to a change in society and does not imply a fundamental change in culture. Essay 2: THE VOGUE IMPACT This essay will discuss Vogue magazines cover page and its relationship with its brand identity. Can the brand successfully globalised by altering its cover page image, based on cultural and social variants in each of its markets? Would standardisation of the brands cover page images and visual identity help to avoid criticism on its entry into a new market? VOGUE BEGINING Started in 1982 Vogue magazine is predominantly an American cultural phenomenon. It began as a social weekly periodical and nurtured into a professional and confident monthly publication under the leadership of Condà © Nast which took over vogue in 1909. Primarily as a lifestyle magazine catering to both men and woman Vogue has come a long way to be at the pinnacle as the fashion magazine for woman in vogue (David, A., 2006). In an age where French fashion was considered the ultimate Vogue managed to put American Couture on the map. Under the Condà © Nast umbrella the magazine not only managed to become a brand name in its own country but also exported fashion ideas to the world. Today Condà © Nast which has a portfolio of 127 magazines in 23 countries believes Vogue to be its cash cow. At present there are a million fashion and beauty magazines such as In Style, Elle and Cosmopolitan circulated around the globe, but in times of crises citizens all over turn to Vogue to confirm the latest fashion news. With readership and subscription levels of about 220,000 a month for the British Vogues, 133,000 a month for the French Vogue and American Vogue, at 1.2 million a month Vogue is the leading magazine in the business of fashion. (IPC Advertising reports) The once small publication eventually became an international phenomenon with issues being published in more than 12 countries. YEAR OF LAUNCH COUNTRY /EDITION 1916 British Vogue 1918 Spanish Vogue 1920 French Vogue 1924-1926 Argentinean Vogue 1928 German Vogue 1964 Italian Vogue 1975 Brazilian Vogue 1994 Singapore Vogue 1996 Korean Vogue 1996 Taiwanese Vogue 1999 Japanese Vogue 1999 Latin American Vogue 2000 Greek Vogue 2005 Chinese Vogue 2007 Indian Vogue Since its birth the magazine has strived to serve the society by portraying an example of proper etiquette, beauty, composure and fashion. The magazine not only plays a role in setting latest trends but also records the changes in cultural thinking, actions and clothing through its images. Looking at Vogue through the ages it can be clearly seen that it is also a documentation of the changing roles of woman, and the influences of cultural ideas and politics over time. The power the Vogue magazine has over generations of women has inspired many new magazines like Cosmopolitan and Glamour; all interested in its market share. In spite of this great quantity of magazines circulating around the globe, considering circulation figures and media impact no other publication has managed to accomplish the lasting power and success of Vogue. (David, R., 2007) VOGUE IMAGE Self definition has always been crucial to vogue. (David, A., 2006). Throughout its first 30 years vogue editors and illustrators made use of the French meaning of vogue, defined in the first dictionary of the Acadà ©mie Franà §aise (1694) as the impulsion or movement of a galley or other ship by the force of rowing. It was only in the 18th century that vogue and fashion were listed as synonyms (Fà ©raud 1787–8). Since its first issue Vogue magazine has been personified as a youthful young woman. The magazines first cover presented itself in the disguise of a debutante, a young socialite. When Condà © Nast bought the magazine in 1909 he brought it into line with other successful publishing ventures and in just over a decade, circulation went from 14,000 to 150,000 while advertising revenue soared from $76,111 to two million dollars (Robinson 1923: 170). He modernised the magazine not just the content but also the cover. He replaced the black and white drawings of the front cover with commissioned, lavish, stylised and signed illustrations. This change helped to attract attention to the magazine and increase circulations. As an advertising man, he understood the value of having a visual brand or logo and Nast revived the original Vogue trademark, a distinguished little sketch which immediately became known as the Vogue girl (David, A., 2006). This first Vogue girl was just an illustration cla d in a fancy dress with the than fashionable leg-o-mutton sleeves. Her unnatural ivory white skin, snow white wig, tiny waist and voluptuous bosom, was directed at the fantasies of the magazines readers (David, A., 2006).The Vogue girl represented the heritage of those Americans who wished to be different from the New World Americans and was constantly seen as wearing historical costumes and heirlooms. Than too the new world American woman aspired to look like her. All this changed in the 1920s when the Vogue girl was changed to an illustration by Georges Lepape. This new image was more streamlined and represented the woman at the heights of fashion in the 1920s. Vogue had gone from importing fashion to exporting it. As times changed so did the magazine cover from illustrations to photographs, making models like Cindy Crawford and celebrities like Madonna a household name. This change in its image was a response to the internationalisation of the magazine. Today the vogue cover girls are the most glamorous, exotic, unusual and popular persons of the moment. The trend being more towards actresses than models dressed in the heights of fashion, styled by the best stylist and clicked by A-list photographers they are every girls aspiration and every boys fantasy. Like its cover girls the magazines is considered to be glamorous, glossy and trendy. (Alexandra Shulman, Vogue U.K. editor). Despite of having these factors common among them, the vogue covers are dissimilar in many aspects depending upon its country of publication. CULTURE AND CONSUMER BEHAVIOUR Anglo –Saxon psychological research states that the concept of self and personality are the basis of Western consumer behaviour. The words identity or personality have no fixed meaning in the Asian culture. A global brand needs to consider the cultural differences to truly succeed in the world field. A number of research experts and cultural studies suggest that a brand should think global, act local. This is based upon the theory that the way people think and perceive any brand or image is guided by the framework of their own culture (Mooij, M, 2009). The observation of Japanese individuality as a sign of westernisation of the country is a misconception of many global brands. For more than a decade international magazines have been accused of standardising a beauty ideal across the globe with disregard to the individual cultural and beauty ideals of the host country. For a short duration the values and attributes of a foreign or global personality might have a strong attraction, but ultimately people return to their own local values and culture. For a Brazilian woman the emphasis is on her bottom, um corpo de violà £o which literally means a guitar shaped body is most desirable. No matter how many international magazines showcase buxom beauties, the Brazilian woman would ultimately want a bigger bottom as the point of attraction is the sweet swing of the hips. The illustration of a desirable Japanese woman in The memoirs of a Gesha suggest, that the Japanese appreciate soft delicate feminine features, small feet and long hair cut in layers. A slim slender graceful body is more desirable than a curvaceous one. In Islamic countries the body is considered a n obstacle in viewing ones true beauty. Any bodily decorations or changes are considered a veil over the inner beauty and the Hijab is another veil to conceal these changes so that the womans only public identity would be her inner self. For the Greek it has been symmetry in structure and features, based on Platos ideas that, beauty is that which irradiates symmetry rather than symmetry itself. The Nuba tribe in Sudan like dark skin and hairlessness. On studying traditional Indian paintings it can be concluded that the Indian ideals of beauty in a woman is voluptuousness, with the belly and hips being of prominence.( Ei, 2008) The image and identity associated with woman of different geographical locations are deep rooted in their respective cultures. The beauty ideals and a womans self image in any culture can be understood by studying its paintings, sculpture and artistic representations. Today the artistic or idealistic representations of women are magazine covers, images and pho to spreads. These covers are also considered a mode of advertisement for the magazine within that culture. As Steve Taylor has rightly put in his book 100 years of magazine covers it is hard to identify another cultural artefact which embodies an advertisement for itself in such a powerful way. Magazine covers can be breathtaking, beautiful, confrontational, resonant, heartbreaking, stimulating, irritating and uplifting. At their best they come together as a kind of spontaneous street level exhibition, publicly displaying the work of some of our best creative talent, featuring what is most admirable and dismissible about the modern world, communicating the people and events that shape our culture. Apart from a mode of advertisement of todays culture a magazine cover plays a dual function of advertising the magazine brand itself. An impressive cover encourages people to flip through the magazine and buy it. (Alexandra Shulman, British Vogue editor). Getting the magazine cover right is not only ethically important but also financially important to the magazine in order to develop brand loyalty and increased circulations. Thus making it important to study magazine covers as a mode of advertisement and part of the marketing mix, for a magazine publication. MAGAZINE COVERS AS BRAND VISUAL IDENTITY It is a common assumption that an advertisement would be effective if the viewer decodes the advertisement successfully, if there is a significant transfer of attributes. (Mooij, M., 2009). Thus while developing one idea for a global brand or one single motivator for different cultures, one should not assume that the responses would be alike too. An idea being interpreted accurately by the consumers would only happen if the senders and receivers share one culture. If they do not share the same cultural values it may result in misunderstandings and demeaning of brand value within that culture. For example consider the inaugural Vogue covers of India and China. The Indian Vogue cover was styled by the magazines British fashion director while the Chinese vogue was styled by French Vogue editor Carine Roitfeld (China economic net and Fashion week daily dispatch). The covers were not rightly decoded by the consumers and received much criticism. Whereas the covers for the preceding months styled by Anaita Shroff Adajania the fashion director for Vogue India was highly appreciated.(Fashion week daily dispatch) The essence of a brand is that it is a name in the memory of consumers. It is a perceptual map of positive and negative associations, a symbolic language, and a network of associations. (Mooij, M.,2009). Vogue with its launch in many Asian countries received much negative associations with its local issues. The local Asian issues of Vogue are considered small ripples in the big pond of Fashion magazines (Armstrong ,L, 2009) and they could never manage to create the impact that American vogue or Italian Vogue have managed to create world over. Vogue India or Vogue China might be sold worldwide but it is not necessary that consumers in all countries consider them global brands. One theory suggests that a global brand is a brand that is strongly associated with its country of origin (Mooij, M., 2009) and for Vogue its been America. This can be considered positive if the country of origin has a stable global identity. With American values becoming ambiguous and Vogue bifurcating into mul tiple countries over time its core identity may be threatened. The idea of incorporating local aesthetics with their global image might dilute the brands global image. STANDARDISATION A multinational companys personality and identity are the biggest factors influencing consumer (Eales, 1990 as cited in Melewar,T.C, Saunders, J., 1998). Unrestricted global trade, a competitive marketplace and the fast technological developments have created a situation where consumers dont just buy the product they also buy the company that produces it. The brands character, its identity, its image and the confidence it inspires in them help in making the choice between two almost similar product offerings in the market. At the centre of any business and its projected image is its corporate visual identity system. The elements of this system are: name, symbol, and/or logo, typography, colour and slogan (Dowling, 1994). These elements help to sell the company to consumers and its stakeholders. Corporate identity programs have risen due to globalisation (Ind, 1992). The changing business tactics, geographical locations, variations in cultures and changing markets have all encouraged companies to change their corporate identity. As companies begin to operate on an international basis, the image that they acquired as national producers often becomes inappropriate (Mills, 1988 as cited in Melewar,T.C, Saunders, J., 1998). Some international companies adopt a unified brand image in spite of government and consumer displeasure. The degree of de-standardisation of any company depends upon the strength of the host countries culture, government policies and target market. (Mooij, M., 2009). The decision to standardise a brand image also depends upon the competitive edge derived in either keeping activities central or decentralizing them. However a brand like Vogue that has a truly global orientation needs to express consistent brand values wherever it chooses to compete. Thus making its worldwide image more recognisable for its homogeneity than not. A major component of a corporate identity is the corporate structure. (Strong, 1987) According to Ind (1992) there exist two corporate identities, one that is the organisational structure and the other that is the visual structure. The Visual structure is concerned with the branding of the product, and how it appears to the consumers. (Gray Smeltzer, 1985 as cited in Melewar, T.C., Saunders, J., 1998). The basic concern with the visual structure is the degree of centralisation and decentralisation. Thus the basic problem faced by Vogue is whether to sell an identical product image to all its consumers or to make modifications as per the local differences. A global brand can be a mass brand satisfying a common product need in all the countries or it can be a brand catering to a common niche in all the countries. Vogue magazine has two options, being a global brand it could standardize the brand and the brand image across the globe so that the Indian woman reading the Indian Vogue would feel equal to the French or American woman reading their respective Vogues. The other option it has is to go local, differentiate between its offerings and treat each market as an individual and not a global product while standardising its visual image, giving the impression of a common brand. Researchers argue that standardisation of a brand helps the company to achieve a uniform image internationally which in turn increases sales.(Buzzell, 1968, Hovells Walters, 1972 as cited in Melewar, T.C., Saunders, J., 1998) . Others were of the opinion that standardisation makes consumers familiar with the product, its services, business diversities and competitive distinction thus helping to establish a uniform corporate image.(Peebles et al ,1977 as cited in Melewar, T.C., Saunders, J., 1998). Cosmopolitan for example is known around the globe to address personal and sex related issues as it does not change its editorials and articles depending on culture. The band logo/ font type, position or style does not differ according to geographical locations. The brand has achieved a sense of standardisation by not having a distinct country name printed on its cover unlike Vogue. The research on global corporate visual identity systems by T.C. Melewar and John Saunders (1998) proved that firms with highly standardised corporate visual identity systems (CVIS) saw themselves reaping more reward from their CVIS than did those with low CVIS standardisation. All custom