Response to Movie Ethnic Notions Essay -- ethnic Notions Film Movie Es

Response to Movie "Ethnic Notions" The movie 'Ethnic Notions' describes different ways in which African-Americans were presented during the 19th and 20th centuries. It traces and presents the evolution of the rooted stereotypes which have created prejudice towards African-Americans. This documentary movie is narrated to take the spectator back to the antebellum roots of African-American stereotypical names such as boy, girl, auntie, uncle, Sprinkling Sambo, Mammy Yams, the Salt and Pepper Shakers, etc. It does so by presenting us with multiple dehumanized characters and cartons portraying African-Americans as carefree Sambos, faithful Mammies, savage Brutes, and wide-eyed Pickaninnies. These representations of African-Americans roll across the screen in popular songs, children's rhymes, household artifacts and advertisements. These various ways to depict the African ?American society through countless decades rooted stereotypes in the American society. I think that many of these still prevail in the contemporary socie ty, decades after the civil rights movement occurred. The film observes and analyzes the origins and consequences of more than one-hundred years of bigotry upon the ex-slaved society in the U.S. Even though so many years have passed since the end of slavery, emancipation, reconstruction and the civil rights movement, some of the choice terms prejudiced still engraved in the U.S society. When I see such images on the movie screen, it is still hard, even f...

Ethics. Cultural relativism and Divine command theory Essay

Ethics Introduction            Societies have different beliefs that are considered as the basis of their existence. They are the morals that govern the behaviour patterns and as far as the community is concerned, they also serve as the grounds of what is right and what is wrong. In philosophy, there are certain theories that have been formulated to describe extensively on the ethical virtues that the community upholds. They justify morality and immorality. The theories include; relativism, utilitarianism, divine command theory, deontology and virtue theory. This paper will focus on the five ethic theories by describing them and major solely on one theory that supersedes the others and justifying the reasons why it is commonly considered. Relativism            Cultural relativism is the descriptive view that different groups of people or cultures, have different ways of evaluating what is right and what is wrong. In different cultures, even when we would anticipate to agree on some issues of morality, diversity is evident (Ruth, 2010). Ethical relativism, an action is right or wrong depending on the moral norms that are practised in a society. Cultural relativism describes the way people actually behave, while ethical relativism describes the fact that a society learns from the previous generation, how to behave, think and feel. A well -known evidence of cultural relativism is the way people behave around the world. For instance, eating beef is moral in USA while it is immoral in India, or killing new born females is moral in China and India whereas it is immoral in USA. Ethical relativism argues that the ethics of a society evolve with time and change to fit circumstances. This paper will focus on the five ethic theorie s by describing them and major solely on one theory that supersedes the others and justifying the reasons why it is commonly considered.            Utilitarianism states that an action being morally right or wrong is dependant wholly on its consequences. An action is right if the outcome is best and wrong if the outcome is bad. In this theory, an action is right if it promotes the happiness of the performer of the action and everyone affected by it (Boylan, 2009). An action is wrong if it brings the reverse of happiness, that is, pain and sadness. This theory makes it possible for the right thing to be done from a bad motive. The utilitarianism theory is often associated with John Stuart Mill, a philosopher who stated that â€Å"actions are right to the degree that they tend to promote the greatest good for the greatest number. Divine command theory            Divine command theory views that moral obligation consists in obedience to God’s commands. An act is moral if God commands us to do it and it is immoral if God prohibits us from doing it (Brown, 2001). Therefore to say that it is good to tell the truth is semantically equivalent to saying that God commands us to tell the truth. Similarly, to say that it is evil to steal is the same as saying that God prohibits us from stealing. The divine command theory is however wildly improbable for reasons demonstrated by the Euthyphic dilemma. As it states, â€Å"is an action morally good because God commands it or does God command it because it is morally good?† By saying that God commands an action because it morally good, threatens the independence of God. It means that the unprejudiced ground of morality is outside of God, and He is indebted to adhere to his standard, and thus He is not sovereign.The characteristic Christian rejoinder to the Euthyphro Dilemma is to ground goodness in God’s nature. Therefore, it is God’s nature to do good and He never acts divergent to His nature and also, the ground of morality is not some peripheral ordinary to which God must observe.            Deontological ethics can also be referred to as duty-based ethics. It arbitrates morality by scrutinising the nature of actions and the agents will instead of the goals achieved. For deontology, whether a situation is right or wrong depends on the action that resulted in the situation for example, a deontologist would argue that it is wrong to lie to a murderer about the location of a victim. As long as we are following our duties, we are behaving morally and vice versa. In order to make the correct moral choices, we must understand what our moral duties are and what correct rules exist to regulate those duties. Deontological theories have been named as formalist due to their central principle lying in the conformity of an action to some rule or law.            The first philosopher to define deontological principles was Immanuel Rant, who held that nothing is good deprived of experiences with the exception of a good will, which is one that wills to act in concurrence with the moral law and out of respect for that law, rather than out of natural dispositions. The important thing is whether the person is expressing good moral virtues or not. The issues whether the intention is right, the correct rule is being followed or whether the consequences of the action are good, are not relevant. A virtue atheist is likely to advise you to act in the same way as a virtuous person in the given situation. The character of a person is the outcome of his or her character traits which can either be good, bad or somewhere in the middle. Virtues are the admirable character traits while the opposites of virtues.            Ethical relativism indorses right and wrong rooted in an individual’s culture and not an individual’s beliefs whereas virtue ethics acquaints a person’s character as indication of inherent goodness, rather than gauging the results of actions executed by that person. It supports the theory that a bad person can have good actions. The motives of an action regulates the value or goodness of that person in spite of the outcome of the actionEthical relativism discards absolute moral values because of a lack of proof. People’s behaviour finds provision from where and how they live, unlike the virtue theory where people’s behaviour finds provision from their character traits and goodness.            According to utilitarian theory, the one thing that brands an act morally right or wrong is whether or not the consequences are beneficial. On the other hand, virtue ethics is of the impression that a morally right act in some state calls for a moral choice is what a virtuous person would do in that state. For example, if a person is sick and goes to the hospital for treatment, the doctor is morally right to kill the patient and give his organs to other patients who need them to survive. This, is in accordance to utilitarian theory. However, this is wrong because it is taking away someone’s right to live for the motive of making other people happy.            Even though deontology and utilitarianism are categorised as â€Å"ethics of conduct,† they differ in their ethical theory. Deontology indorses an action based on a moral law or code, while for utilitarianism an action that gives the best consequences or happiness to the action is right. Virtue ethics is categorised as â€Å"ethics of character† and it is focused on how people should be instead of the actions people should perform (Moore, 2009). Virtue ethics should be the ethical motivation in a person’s life. He or she should use levelheadedness abilities to regulate their duties based on virtues and also the universal rules and schemes that guarantee justice and fairness for everyone. Listening to one’s intuition in order to determine the greatest good as well as the virtues that will best serve the society is the best way to ensure this justice and fairness. A human being should not have right over another person’s life becaus e everyone is equal. References Ruth Benedict, Martin T.K 2010.. Patterns of Cultures. The Eagle publishers Boylan, M. (2009). Basic Ethics (2nd ed.). Upper Saddle River, NJ: Pearson. Brown, C. (2001). Ethical Theories Compared. Delaine publishers Moore, B. N., & Parker, R. (2009). Critical Thinking (9th ed.). Boston, MA: McGraw-Hill. Source document

Compare a product(beer) in two different brand Essay

Introduction In order to understand the purpose and significance of the integrated communication process, it is useful to compare to brand within the same product category. This report seeks to provide an understanding of the effectiveness on campaign strategies. In doing so, a critique of the contrasting creative strategy and communication objectives will be attained. An insight on target market and market partitioning approach comes into the scope of this report. Product Category The product category chosen is food/drink product, especially on beer product. The following two brands are both from foreign market, with high reputation in Asian and Europe respectively. Our Tiger Beer campaign was â€Å"Discover the tiger† sourced from The Face (February 2003) (See Appendix A). The competing brand for comparison will be the â€Å"Reassuringly Expensive† campaign from Stella Artois done by BBDO, which was an award-winning ad on several advertising ceremony. (See Appendix B) Communication Objectives Since Tiger Beer is unfamiliar to Western market, the objective here mainly focuses on brand awareness to the target customer. Encouraging consumers who have never try our brand to try it by using a creative headline. In this sense, our brand is informing target customers the existence of our brand, try to penetrate into the Western market. We aimed to change the target market’s image of Asian brand and move consumers through to purchase. In fact, Asian beer brand are rarely advertised on Western countries magazines, Tiger Beer wish to differentiate itself from other foreign competitors through the message â€Å"Discover the tiger†. Which achieve a high awareness by leaving a question mark to most of the reader. The communication objectives for Stella Artois include brand attitude and brand recognition. As this beer has been on the market for a long time, advertising has moved from brand awareness to brand recognition, it wants consumers to associate the brand with their lifestyle. Stella Artois’s objective is to ensure its premium beer position in the market by matching the good quality beer with â€Å"well quality people†. Since they well understand their target market’s need, the campaign theme is to form a positive attitude towards the brand. As you can see in the ad, the communication message is aim directly to a specific group and the idea is outstanding amount competitors. In more situation, potential buyers become aware of more than one brand in a given product category (Rossiter 1997). Therefore, Stella Artois has used an effective visual message on this campaign to evoke viewers ’emotion and increase the percentage of consumers in the target market who associate specific features or lifestyle with their brand. Target market Based on the communication objective, it is clear that two advertisements have distinctly different target markets. From the Tiger Beer advertisement, we can infer that the target market is comprised of young male between the ages of 18-25, due to the fact that the advertisement was advertised in The Face. This magazine has a readership comprised predominantly of young male between this age group. This group of people may have already heard of Tiger Beer, and are looking for more confirmation from reference group. They are likely to try new thing, social connections and quality of the beer are important factors in the decision-making process. In a certain extent, this group is favourable brand switchers. Their awareness may change over time and causes less-frequent purchase of our brand, unless we can provide a moderately favourable attitude towards the brand (Rossiter 1997). While Stella Artois was aimed at brand recognition, they have an established customer basis, which can be described as brand loyal (Rossiter 1997). They  have strong favourable attitude toward our brand, they look forward to purchasing a premium lager, which delivers quality and satisfaction. Stella Artois is simply about quality, not price; drinkers will pay a premium price for Stella Artois due to its commitment to quality. Certainly, Stella Artois is affordable to them as they are in middle or high-income group. From the above, the following table summarises and contrasts the target markets characteristics. Tiger Beer Stella Artois Age 18-25 25 or above Social status Middle income classAsian backgrounds Higher incomeHigher education level Purchase behaviour Brand switching Brand loyalty Lifestyle Young irreverentSocial activities Quality lifestyleStyle society Factors influenceDecision-making Reference groupFinancial statusCulture/social class SituationEmotionPast decision Market Positioning It is obvious that both company have differentiated their brands from others in the minds of the target market. It would be significant, as a link needs to be established between the brand benefits and the target consumer to create a positive brand image in relation to competing brands. Both of the ads have positioning strategies that focus on the consumer rather than the competitor. Ø Repositioning Tiger Beer adopts this strategy due to the recent acceptance by Western  countries and targeting it to a new market segment. Since they have previously built up a good reputation in Asian countries with value, quality and taste. Tiger Beer has chosen to direct it’s advertising to younger who prefer adventure. Moreover, it was positioned itself as a mystery Asian flavour instead of sportive and excitement image with their sport sponsorship campaign. (Belch & Belch 2001) Ø Positioning by product attributes and image Stella Artois is positioned on the basis of particular characteristics that differentiate it from its competitors. The slogan â€Å"Reassuringly Expensive† has been used since the 80’s. The key benefit stressed here is the quality, prestige image and value, which is the basic category need for a premium beer. Such elements are usually started at the top of the partitions; Stella Artois was well planned for it’s customers to evaluate these elements in their decision-making process. Creative Strategies & Tactics This involves several elements to bring out the central message for the advertiser to achieve their desire outcome. The stronger the idea, the more effective the ad can communicate to consumers. As both of the companies have adjusted the communication objective to fit for target market, we can see that both companies have effective use their budget to shift away from traditional beer advertising. Ø Advertising Appeals Both of the ads are using an emotional appear as a basis. For the Tiger Beer, we see an Asian woman in the centre of the picture. The woman looks straight at the reader of the ad and holding a small kerosene lamp, burning. Next to her is a rickshaw with a bottle of Tiger Beer in the seat. The street was extremely dark and silent with some Chinese glim at the end of the street. The advertisement tries to attract the reader with the notion of the mystical and strange. (See appendix A) Stella Artois uses a remainder advertising approach on their latest campaign. The campaign background is luxurious, elegant furniture such as a designer chair or a piano, which is being damaged with an opened cap putting on it. The ad appears to be simple but hard to understand, unless viewers of the ad have some ideas on the brand. For the target market point of view, it was highly associated with the Stella Artois brand image. And leave a strong curiosity to the viewer. (See appendix B) Ø Headlines and Visual elements The Tiger Beer using a question in Chinese at the top right hand corner to enhance the Asian feeling. The meaning of that heading is: â€Å"Do you have gut?† Which implies that Tiger Beer is an Asian mystery to western countries, try this beer if you are brave enough. It hopes to generate an answer of â€Å"Yes, I do, I will try the beer.† Secondly, there is a sub-heading at the bottom of the ad: â€Å"Discover the tiger†. So what is the connotation of this advertisement? Firstly, it tells the reader that when he or she drinks this beer, they will â€Å"discover the tiger†. There are several connotative meanings represented in it. It depends on the view the reader takes. For example, we can assume that the woman represents the tiger. She is the one to appear strong, to control the situation. The black hair and black lipstick and dark eyes give her a mystical and dangerous appearance. Moreover, the content of appeal are of sexual nature, which is effective in gauging the attention of its target market. Stella Artois continues to use the â€Å"Reassuringly Expensive† as sub-heading at the bottom of the ad. The wording is small as for the conclusion after reading the visual elements. Which encourage the target customer to believe that Stella Artois is a good quality beer, it is worthwhile to open up the bottle on the edge of the furniture immediately without looking for the bottle opener. This slogan can build up a resonance with the target audience and has adopted across all of its advertising to reinforce the perception that this is a premium beer. The overall picture was simple and clear, nothing else. It would be enough to convey a sense of premium quality. (Paul  Messaris 1997) Ø Advertising Media Both advertisements were found in fashion magazines. As magazines have narrow exposure levels, niche magazine such as The Face and I-D have directly targeted to the intended audience. Generally, an effective communication campaign relies on budget. Tiger Beer has trade-off between reach and frequency. In this case, what Tiger Beer doing is reaching a few people a lot of times. Tiger Beer has used several advertising appeal and spent the same budget in only one media, such as magazine; therefore, a much smaller number of people will be exposed to the advertising, but they will be exposed very frequently. In contrast, Stella Artois scattering their budget across a number of different media. According to a research in UK, it allocates the largest slice of spent on TV commercial, followed by magazine and billboard. The reason is that Stella Artois use other communication channels such as magazine to make to campaign stronger and gives the overall communicate program a greater synergy. (AdNews 28/2) Bibliography 1. Rossiter, John & Larry Percy, Advertising, Communications & Promotions Management, 1997, McGraw-Hill. 2. George E. Belch & Micheal A. Belch, Advertising and Promotion, An Integrated Marketing Communication Perspective, 2001, Fifth edition, McGraw-Hill. 3. Paul Messaris, Visual Persuasion, The role of image in advertising. 1997, Sage Publications. 4. AdNews 28 February 2003 5. Asia Pacific Breweries LTD (Annual Report 2001) http://www.apb.com.sg/report/01-brews.html 6. Tiger Beer Corporation www.tigerbeer.com/main 7. Stella Artois Homepage www.stellaartois.co.uk

Free Essays on The England Invasion Of 1066

The England Invasion of 1066 and the Significance In the year 1066 AD a dispute over the succession to the English throne occurred, because of a very unique situation. Edward the Confessor the King of England (1042-1066) died without any children to claim his throne. Moreover, because of this unique incident three people made claim to the English throne. This would cause a historical event, in 1066AD, the Norman Invasion and conquest of England. Earl Harold Godwinson made a claim to the throne. One reason was Harold and Edward became brothers-in-law when the king married Harold's sister. Harold's powerful position, as an earl and his relationship to Edward and his support among his peers made him an understandable successor to the throne. His claim was also, strengthened when the dying Edward supposedly expressed that he had chosen Edward as the next King. In addition; the Witan a council of royal advisors, unanimously selected Harold as King. His coronation took place the same day as Edward was buried. It is said part of the reason why the Witan quickness in choosing Harold was because of a fear that another invasion from Norway would occur. Which lead to the second rival of a second possible claim. Harold Hardrada, King of Norway ruled Norway jointly with his nephew Magnus until 1047 when Magnus died. In 1042 AD, Magnus had made a deal with Harthacut the Danish ruler of England. Since neither ruler had a male heir, both promised their kingdom to the other if either died without a child. Harthacut died but Magnus was never able to pursue his claim to the English throne because he was too busy battling for the rule of Denmark. Edward became the Anglo-Saxon King of England. After his death and since Magnus was already dead Hardrada alleging that he, as Magnus’s successor, was the rightful ruler of England. Hardrada immediately prepared to invade England and destroy the illegitimacy of Harold, when he heard of the coronation o... Free Essays on The England Invasion Of 1066 Free Essays on The England Invasion Of 1066 The England Invasion of 1066 and the Significance In the year 1066 AD a dispute over the succession to the English throne occurred, because of a very unique situation. Edward the Confessor the King of England (1042-1066) died without any children to claim his throne. Moreover, because of this unique incident three people made claim to the English throne. This would cause a historical event, in 1066AD, the Norman Invasion and conquest of England. Earl Harold Godwinson made a claim to the throne. One reason was Harold and Edward became brothers-in-law when the king married Harold's sister. Harold's powerful position, as an earl and his relationship to Edward and his support among his peers made him an understandable successor to the throne. His claim was also, strengthened when the dying Edward supposedly expressed that he had chosen Edward as the next King. In addition; the Witan a council of royal advisors, unanimously selected Harold as King. His coronation took place the same day as Edward was buried. It is said part of the reason why the Witan quickness in choosing Harold was because of a fear that another invasion from Norway would occur. Which lead to the second rival of a second possible claim. Harold Hardrada, King of Norway ruled Norway jointly with his nephew Magnus until 1047 when Magnus died. In 1042 AD, Magnus had made a deal with Harthacut the Danish ruler of England. Since neither ruler had a male heir, both promised their kingdom to the other if either died without a child. Harthacut died but Magnus was never able to pursue his claim to the English throne because he was too busy battling for the rule of Denmark. Edward became the Anglo-Saxon King of England. After his death and since Magnus was already dead Hardrada alleging that he, as Magnus’s successor, was the rightful ruler of England. Hardrada immediately prepared to invade England and destroy the illegitimacy of Harold, when he heard of the coronation o...

Tristate tornado essays

Tristate tornado essays The tri-state tornado of 1925 was the hugest and most devastating tornado in U.S. history. Its speed, size, power, and duration enabled it to amass the greatest fatalities and injuries ever, almost doubling its next closest competitor. The 18th of March was just another spring day, and many people thought the storm was just another spring storm, but it was far from that. The great F5 twister started its journey near Ellington, Missouri it then passed through Annapolis MO, where 90% of the town was destroyed. Moving east, the twister crossed the Mississippi just 75 miles south of St. Louis. Had the twister passed through St. Louis its power would have only been amplified as would the number of fatalities. The twister proceeded to Gorham, Illinois where almost the entire town was destroyed, with 34 people taking the big ride in the sky, literally and figuratively. The tornados next stop was Murphysboro where it recorded the largest death toll within a single city at 234 dead. 50% of the towns population was left either dead or injured. The estimated damage there was around 10 million. Im not sure what ten million in those days would equate to now but it would have to be at least a billion. The next stop of this amazing phenomena was Desoto, Illinois, population 600. In two minutes 24 homes were obliterated and 69 people were killed. The sheer force of the tornados winds drove a 2x4 through a steel railroad car, and carried a huge grain bin one-quarter of a mile (Watson, 2002). Still traveling eastward, West Frankfort, a small mining community was where the tornado did some of its last major damage. Most of the men in the town were 500 feet underground mining and minding their own business. It was the power outage that forced the hardworking men above ground only to find total devastation. Their homes were d ...

Raining Death and Destruction

Raining Death and Destruction Raining Death and Destruction Raining Death and Destruction By Maeve Maddox This week I received an email that contained the phrase â€Å"reigning death and destruction on innocent people.† Naturally, I was moved to do a web search to see if other writers were misspelling the phrase â€Å"raining death and destruction.† Here is some evidence that some are: INCORRECT: Civil liberties are suppressed for our own good, and patriotism means going along with lawless governments, reigning death and destruction on defenseless nations for imperial, not noble, reasons.- Political commentary blog. CORRECT : Civil liberties are suppressed for our own good, and patriotism means going along with lawless governments, raining death and destruction on defenseless nations for imperial, not noble, reasons. INCORRECT: The FSA, however, have developed a different role for their Gunship, the Princeton class is an artillery emplacement on the water, its large turret reigning death and destruction from afar along with a healthy dose of rockets to boot.- UK gaming site. CORRECT : The FSA, however, have developed a different role for their Gunship, the Princeton class is an artillery emplacement on the water, its large turret raining death and destruction from afar along with a healthy dose of rockets to boot. INCORRECT: The name refers to the Lords passing over the Jewish children while reigning death and destruction on the Egyptians for Pharaohs refusal to free the Jews.- Feature article in The Washington Post. CORRECT : The name refers to the Lords passing over the Jewish children while raining death and destruction on the Egyptians for Pharaohs refusal to free the Jews The misspelling occurs with the similar idioms â€Å"raining blows† and â€Å"raining punches†: INCORRECT: A man has been told he is lucky not to be going to prison after reigning blows on his mother’s partner in their own home.- The Plymouth Herald (UK). CORRECT : A man has been told he is lucky not to be going to prison after raining blows on his mother’s partner in their own home. INCORRECT: A.J. Ferrer lived up to his nick name â€Å"The Pitbull† when he stormed out of his corner at the bell and began  reigning punches  from every angle.- Mixed martial arts site. CORRECT: A.J. Ferrer lived up to his nick name â€Å"The Pitbull† when he stormed out of his corner at the bell and began  raining punches  from every angle. In these idioms, the metaphor is that of a heavy rain pelting down on someone or something beneath. Reigning, on the other hand, is from the verb reign: â€Å"to exercise authority or hold sway in the manner of a monarch.† The participle form is used with the meaning ruling or predominant. Here are examples of reigning used correctly: The reigning dynasty  of Uaxactun was not always housed in the same location. The  reigning philosophy of the Enlightenment, we are told, was that of Locke and his disciples in England and on the Continent. We have never had a World Championship where  the reigning champion could defend the title. In conclusion, death, destruction, blows, punches, insults, volcanic ash, and other such unpleasantries rain on their recipients. Want to improve your English in five minutes a day? Get a subscription and start receiving our writing tips and exercises daily! Keep learning! Browse the Expressions category, check our popular posts, or choose a related post below:Passed vs Past20 Rules About Subject-Verb Agreement5 Tips to Understand Hyphenated Words

American Revoloutinary Way in New Jersey and how New Jersey's Research Paper

American Revoloutinary Way in New Jersey and how New Jersey's Geographic Location play a huge role in the war - Research Paper Example New Jersey also called the crossroads of the American Revolution for it is located at the central position of the new nation and acted as the military capital. However, it was not all of the people of the New Jersey who vividly advocated foe independence. The British was joined by African slaves who were promised freedom, for example, colonel Tye who was a slave after escaping and joining the British army which lead to regular raids against the people of New Jersey. During this time of American Revolution, the New Jersey community was made up of extremely diverse cultural groups of who were not equally distributed over the colony’s land surface. These social groups were difficult for the British to unite them, since every social group occupied different and distinct area. Additionally, the culture defined the way of life which affected the people activities and also the landscapes made by man that can be identified by means of their traits and characteristics complexes this ma de completely governing the colony very difficult for the British since every group had a different form of dwelling preferred by various groups in New Jersey this made New Jersey difficult to unite it war since it would cripple the British in the Americans economy hence an able to support the fight (Fischer, pp 45 262). New Jersey also was an important area which was used to disrupt British supply units. George Washington used forts on the Delaware River where he could mount an attack British supply troop as they sailed to Philadelphia. It was organized that men in whale boats crossed the Hudson and then raided New York city and long island and then captured the shipping that were to be taken to sandy hook where they used New Yolk harbor as the staging area. Additionally, ships that were located at Southern Jersey port raided British ships at the entrance point. Jersey also provided iron products for