One flew over the cuckoos nest

One Flew over the Cuckoo's Nest, the director refers to the many struggles people individually face in life. Through the conflict between Nurse Ratchet and McCarthy, the movie explores the themes of individuality and rebellion against conformity. With these themes, Forman makes various points which help us understand which situations of repression can lead an individual to insanity. These points include: different situations patients overcome, human dignity, and the pressures we face from society to conform.Through these points, Forman encourages the viewer to consider that people react differently in the face of repression, and makes the viewer realize the value of alternative states of perception, rather than simply writing them off as â€Å"crazy. † Nurse Ratchet Is notorious for her desire to exercise complete control over the men who are under her Jurisdiction on the psych ward, both as patients and as employees. In doing so, Nurse Ratchet becomes a metaphor for the entir e mental institution, the government, society at large or any and every powerful institution that exists to regulate, control, and categorize groups of people.The institutions of One Flew Over the Cuckoo's Nest claim that they categorize the patients as insane in order to â€Å"treat† and â€Å"rehabilitate† them. But it quickly becomes clear in the novel that this rehabilitation is more controlling than it is helpful for any mental ailment: the shock treatment table, the red pills that cause memory loss, the daily meetings that pit men against each other, and the list on Nurse Ratchet's desk to record and reward the men for betraying each other's secrets are all ways to force people to obey, not to sake them well.There Is no recreation outdoors. There Is little exposure to the outside world. All stateless and therapy sessions are scheduled with precision, and to deviate from that schedule is to be a nuisance to Nurse Ratchet. This is exactly as Nurse Ratchet prefers i t to be, because she can strip the humanity of her patients in order to be in complete control and run her ward like a machine. The hospital, Just like society, suppresses the individuality of the patients by gaining control of their lives and forcing them to conform.In the movie, the mental hospital is metaphor for the oppression Forman sees in modern society. Through Chief, we see how his way of interpreting the world emphasizes the oppressive social pressure to conform. He sees modern society as a machinelike, oppressive force and the hospital as a repair shop from the people who do not fit Into their role as cogs in the machine. Those who do not conform to society's rules and conventions are considered defective products and are labeled mentally Ill and sent for treatment. In the movie, the hospital is portrayed as a dangerous place.The patients Charlie Seasick, Chief, gettable. He sees Nurse Ratchet as a â€Å"watchful robot, mechanically controlling the ward†. The hospi tal is not about healing, but about dehumidifying and manipulating the patients until they are weak and willing to conform. Another way in which this is done is through the nurses' need to keep the patients medicated. McCarthy, the protagonist, battles against letting the oppressive society make him into a machinelike drone. He manages to maintain his individuality until his ultimate objective- bringing his individuality to others- is complete.However, when his oldness is provoked one too many times by Nurse Ratchet, he ends up being destroyed by modern society's machines of oppression. Through the points Forman is making in the movie, we begin to see the different situations in which the patients struggle to overcome. Whether insane or not, the hospital is undeniably in control of the fates of its patients. Through the points Forman is making in the movie about the hospital's ways of gaining control of the patients, we see how this parallels with the ways in which society gains con trol over individuals.Musher's character is essential to the novel because he battles against the oppressive society, and holds characteristics that clash with ward- representing sexuality, freedom, and self-determination. Throughout the movie, the sane actions of men collides with the insane actions of the institution. Through Chief, the movie establishes that McCarthy is not, in fact, crazy, but rather that he is trying to manipulate the system to his advantage. Musher's trajectory through the novel is the opposite of Chief's: he starts out sane and powerful but ends up a helpless vegetable, having sacrificed himself for the benefit of all the patients.Even though Bromide's comparisons of the hospital with machinery may seem â€Å"crazy† to readers at the beginning of the movie, they actually reveal his insight into the hospital's large power over the patients. In Mills Formant's One Flew over the Cuckoo's NestÃ'› the movie explores the themes of individuality and rebelli on against conformity. Forman makes various points which help us understand which situations of repression can lead an individual to insanity. These points again are these different situations patients overcome, human dignity, and the pressures we face from society to conform.The director notes that Nurse is eke a â€Å"motor pulling too big a load,† hinting at the fact that society cannot contain all of its hidden secrets. Any attempt would overload the system with the amount of people known as â€Å"unstable† and would cause this motor to explode under the pressure. But the point remains that modern society needs no such thing. Instead, individuality and diversity should be embraced, since globalization and the melting pots that cities have become threaten the variety of people that was once so common. People can only learn from diversity and allow the society prospers with fair opportunity for all. One flew over the cuckoos nest One Flew over the Cuckoo's Nest, the director refers to the many struggles people individually face in life. Through the conflict between Nurse Ratchet and McCarthy, the movie explores the themes of individuality and rebellion against conformity. With these themes, Forman makes various points which help us understand which situations of repression can lead an individual to insanity. These points include: different situations patients overcome, human dignity, and the pressures we face from society to conform.Through these points, Forman encourages the viewer to consider that people react differently in the face of repression, and makes the viewer realize the value of alternative states of perception, rather than simply writing them off as â€Å"crazy. † Nurse Ratchet Is notorious for her desire to exercise complete control over the men who are under her Jurisdiction on the psych ward, both as patients and as employees. In doing so, Nurse Ratchet becomes a metaphor for the entir e mental institution, the government, society at large or any and every powerful institution that exists to regulate, control, and categorize groups of people.The institutions of One Flew Over the Cuckoo's Nest claim that they categorize the patients as insane in order to â€Å"treat† and â€Å"rehabilitate† them. But it quickly becomes clear in the novel that this rehabilitation is more controlling than it is helpful for any mental ailment: the shock treatment table, the red pills that cause memory loss, the daily meetings that pit men against each other, and the list on Nurse Ratchet's desk to record and reward the men for betraying each other's secrets are all ways to force people to obey, not to sake them well.There Is no recreation outdoors. There Is little exposure to the outside world. All stateless and therapy sessions are scheduled with precision, and to deviate from that schedule is to be a nuisance to Nurse Ratchet. This is exactly as Nurse Ratchet prefers i t to be, because she can strip the humanity of her patients in order to be in complete control and run her ward like a machine. The hospital, Just like society, suppresses the individuality of the patients by gaining control of their lives and forcing them to conform.In the movie, the mental hospital is metaphor for the oppression Forman sees in modern society. Through Chief, we see how his way of interpreting the world emphasizes the oppressive social pressure to conform. He sees modern society as a machinelike, oppressive force and the hospital as a repair shop from the people who do not fit Into their role as cogs in the machine. Those who do not conform to society's rules and conventions are considered defective products and are labeled mentally Ill and sent for treatment. In the movie, the hospital is portrayed as a dangerous place.The patients Charlie Seasick, Chief, gettable. He sees Nurse Ratchet as a â€Å"watchful robot, mechanically controlling the ward†. The hospi tal is not about healing, but about dehumidifying and manipulating the patients until they are weak and willing to conform. Another way in which this is done is through the nurses' need to keep the patients medicated. McCarthy, the protagonist, battles against letting the oppressive society make him into a machinelike drone. He manages to maintain his individuality until his ultimate objective- bringing his individuality to others- is complete.However, when his oldness is provoked one too many times by Nurse Ratchet, he ends up being destroyed by modern society's machines of oppression. Through the points Forman is making in the movie, we begin to see the different situations in which the patients struggle to overcome. Whether insane or not, the hospital is undeniably in control of the fates of its patients. Through the points Forman is making in the movie about the hospital's ways of gaining control of the patients, we see how this parallels with the ways in which society gains con trol over individuals.Musher's character is essential to the novel because he battles against the oppressive society, and holds characteristics that clash with ward- representing sexuality, freedom, and self-determination. Throughout the movie, the sane actions of men collides with the insane actions of the institution. Through Chief, the movie establishes that McCarthy is not, in fact, crazy, but rather that he is trying to manipulate the system to his advantage. Musher's trajectory through the novel is the opposite of Chief's: he starts out sane and powerful but ends up a helpless vegetable, having sacrificed himself for the benefit of all the patients.Even though Bromide's comparisons of the hospital with machinery may seem â€Å"crazy† to readers at the beginning of the movie, they actually reveal his insight into the hospital's large power over the patients. In Mills Formant's One Flew over the Cuckoo's NestÃ'› the movie explores the themes of individuality and rebelli on against conformity. Forman makes various points which help us understand which situations of repression can lead an individual to insanity. These points again are these different situations patients overcome, human dignity, and the pressures we face from society to conform.The director notes that Nurse is eke a â€Å"motor pulling too big a load,† hinting at the fact that society cannot contain all of its hidden secrets. Any attempt would overload the system with the amount of people known as â€Å"unstable† and would cause this motor to explode under the pressure. But the point remains that modern society needs no such thing. Instead, individuality and diversity should be embraced, since globalization and the melting pots that cities have become threaten the variety of people that was once so common. People can only learn from diversity and allow the society prospers with fair opportunity for all. One Flew over the Cuckoos Nest In Ken Kesey's novel One Flew Over The Cuckoo's Nest, society consideres the patients as insane individuals with only the hopes of being treated. Dale Harding, one of the acutes, stated â€Å"Never before did I realiz that mental illness could have the aspect of power, power. Think of it: perhaps the more insane a man is, the more powerful he could become†, by this Harding realizes that mental illness has the power to bring fear, and the power to manipulate people. Due to their mental illnesses, both characters, Chief Bromden and Billy Bibbit, appear to be weak and powerless. However both have the aspect of true power, and with that their potential for freedom is greater. Chief Bromden uses the power of silence to his advantage. Everyone on the ward thinks that he is deaf and dumb, however, their perception on the Cheif is wrong, because of what happenes in the novel’s end. Chief Bromden is a very large man who unfortunetly thinks of himself as being miniscule. His silece provides positive effects; he is able to hear everything that goes on in the meetings where the doctors and nurses discuss the future of the patients. The doctors and nurses don’t think that Chief Bromden can hear what they are saying, so therefor they don’t hesitate to say anything in front of him. â€Å"They don’t bother not talking out loud about their hate secrets when I’m nearby because they think I’m deaf and dumb†(10). This is very beneficial because Chief Bromden knows what takes place in the ward, and knows what it takes to survive. Although he appears powerless, he actually has a lot of power because of all the knowledge he’s gained through observation and listening in on conversations. Chief states that the world is like a great big machine, Combine, and everybody is just part of that machine. The parts that are broken are sent to this hospital to be â€Å"fixed† again – to be wired back into this machine. He doesn’t want to be part of it, and hides in the fog. He resists it and part of the resistance is pretending to be deaf and speechless. He describes the Big Nurse in machine, â€Å"she blows up bigger and bigger, big as a tractor, so big I can smell the machinery inside the way you smell a motor pulling too big a load†¦. her gestures are] precise, automatic [and] her face is smooth, calculated, and precision-made. † (p. 5). Eventually, Chief shows that he can speak and hear perfectly. He tries to protect McMurphy by explaining how the system works based on what he has observed. He tells McMurphy that the nurse will go to prevent McMurphy from gaining power. But, McMurphy is too confident. Chief tries to protect McMurphy again wh en he gets into a fight with the black boys. And he tries to protect McMurphy again when they go to the disturbed ward and are subjected to electroshock therapy; the only ways of keeping the asylum patients controlled. When McMurphy finally returns to the ward as a vegetable, Chief frees him from the physical pain of his body and sofocates him with a pillow. Because of McMurphy, Chief finally has the true power and courage to break free from the hospital through a window after breaking it the way McMurphy trained him to do so. Ironically, the Cheif's insanity allowed him to attain a power beyond his limits; a power that gave him freedom and allowed him to escape the crazy world in the hospital. One flew over the cuckoos nest One Flew over the Cuckoo's Nest, the director refers to the many struggles people individually face in life. Through the conflict between Nurse Ratchet and McCarthy, the movie explores the themes of individuality and rebellion against conformity. With these themes, Forman makes various points which help us understand which situations of repression can lead an individual to insanity. These points include: different situations patients overcome, human dignity, and the pressures we face from society to conform.Through these points, Forman encourages the viewer to consider that people react differently in the face of repression, and makes the viewer realize the value of alternative states of perception, rather than simply writing them off as â€Å"crazy. † Nurse Ratchet Is notorious for her desire to exercise complete control over the men who are under her Jurisdiction on the psych ward, both as patients and as employees. In doing so, Nurse Ratchet becomes a metaphor for the entir e mental institution, the government, society at large or any and every powerful institution that exists to regulate, control, and categorize groups of people.The institutions of One Flew Over the Cuckoo's Nest claim that they categorize the patients as insane in order to â€Å"treat† and â€Å"rehabilitate† them. But it quickly becomes clear in the novel that this rehabilitation is more controlling than it is helpful for any mental ailment: the shock treatment table, the red pills that cause memory loss, the daily meetings that pit men against each other, and the list on Nurse Ratchet's desk to record and reward the men for betraying each other's secrets are all ways to force people to obey, not to sake them well.There Is no recreation outdoors. There Is little exposure to the outside world. All stateless and therapy sessions are scheduled with precision, and to deviate from that schedule is to be a nuisance to Nurse Ratchet. This is exactly as Nurse Ratchet prefers i t to be, because she can strip the humanity of her patients in order to be in complete control and run her ward like a machine. The hospital, Just like society, suppresses the individuality of the patients by gaining control of their lives and forcing them to conform.In the movie, the mental hospital is metaphor for the oppression Forman sees in modern society. Through Chief, we see how his way of interpreting the world emphasizes the oppressive social pressure to conform. He sees modern society as a machinelike, oppressive force and the hospital as a repair shop from the people who do not fit Into their role as cogs in the machine. Those who do not conform to society's rules and conventions are considered defective products and are labeled mentally Ill and sent for treatment. In the movie, the hospital is portrayed as a dangerous place.The patients Charlie Seasick, Chief, gettable. He sees Nurse Ratchet as a â€Å"watchful robot, mechanically controlling the ward†. The hospi tal is not about healing, but about dehumidifying and manipulating the patients until they are weak and willing to conform. Another way in which this is done is through the nurses' need to keep the patients medicated. McCarthy, the protagonist, battles against letting the oppressive society make him into a machinelike drone. He manages to maintain his individuality until his ultimate objective- bringing his individuality to others- is complete.However, when his oldness is provoked one too many times by Nurse Ratchet, he ends up being destroyed by modern society's machines of oppression. Through the points Forman is making in the movie, we begin to see the different situations in which the patients struggle to overcome. Whether insane or not, the hospital is undeniably in control of the fates of its patients. Through the points Forman is making in the movie about the hospital's ways of gaining control of the patients, we see how this parallels with the ways in which society gains con trol over individuals.Musher's character is essential to the novel because he battles against the oppressive society, and holds characteristics that clash with ward- representing sexuality, freedom, and self-determination. Throughout the movie, the sane actions of men collides with the insane actions of the institution. Through Chief, the movie establishes that McCarthy is not, in fact, crazy, but rather that he is trying to manipulate the system to his advantage. Musher's trajectory through the novel is the opposite of Chief's: he starts out sane and powerful but ends up a helpless vegetable, having sacrificed himself for the benefit of all the patients.Even though Bromide's comparisons of the hospital with machinery may seem â€Å"crazy† to readers at the beginning of the movie, they actually reveal his insight into the hospital's large power over the patients. In Mills Formant's One Flew over the Cuckoo's NestÃ'› the movie explores the themes of individuality and rebelli on against conformity. Forman makes various points which help us understand which situations of repression can lead an individual to insanity. These points again are these different situations patients overcome, human dignity, and the pressures we face from society to conform.The director notes that Nurse is eke a â€Å"motor pulling too big a load,† hinting at the fact that society cannot contain all of its hidden secrets. Any attempt would overload the system with the amount of people known as â€Å"unstable† and would cause this motor to explode under the pressure. But the point remains that modern society needs no such thing. Instead, individuality and diversity should be embraced, since globalization and the melting pots that cities have become threaten the variety of people that was once so common. People can only learn from diversity and allow the society prospers with fair opportunity for all.

Consumer Behaviour †Product Line Extension Essay

Created by two avid surfers, Billabong is a brand designed by surfers, for surfers. In 1973, Billabong offered little more than a small range of surf wear: mainly surfboards and board shorts. But today, Billabong is a brand that encompasses the Australian surf culture by offering products that cater not only for the surfer inside many of us, but for fashion and lifestyle needs. 1.2 CURRENT TARGET MARKET Billabong is a brand that offers numerous products designed to accommodate numerous lifestyles. Included in their extensive range are products designed for surfers, general beach goers, skateboarders and the fashion conscious. Comprehensive characteristics of this market are difficult to pinpoint, however, it is the assumption that the majority of consumers are males and females aged between 12 and 35 years of age. Consumer Need: Social Image Need – the most important need satisfied by Billabong 1.3 CURRENTLY SOLD In the mid 1980’s, just over ten years since the birth of Billabong, the successes of the small Australian brand were being recognised world wide and Billabong products were in high demand. This led to the export of Billabong products to the global market with countries such as the USA, Japan, New Zealand and Europe first in line. Today, the product range available extends as far as 2200 lines in Australia, 1300 lines in the US and many more in over 60 other countries. It is not unusual that the greatest distribution of Billabong products is to coastal destinations. However, countries locked by land are given the opportunity to live the Billabong experience with products available on-line and in assorted stores around the world. 1.4 PRICE RANGE Billabong products appear at the higher end of the price spectrum for the overall market, and are moderately to high priced as compared to their surf brand competitors. Some examples of how Billabong measure in the market are illustrated below: Girls Thongs: Billabong – $17.95 Mermaid Sister – $19.95 Target $4.00 Men’s Jeans: Billabong – $120.00 Quiksilver $139.95 Jeanswest $65.00 Beach Towel: Billabong – $69.95 Aztec Rose – $39.95 Bonds $29.95 1.5 MAJOR ENVIRONMENTAL VARIABLE The single most important environmental variable affecting Billabong is ‘Culture’; defined as † a set of values, ideas, artefacts and other meaningful symbols that help individuals communicate, interpret and evaluate as members of society† (Blackwell et al. 2001). Products are largely designed, as outlined in section 1.2 and Appendix A, for a surf/sun/style culture which is seemingly ubiquitous in Australian living. 1.6 PRODUCT EXTENSION Billabong Skinwear: a Skin-care range including sunscreen, lip-balm and after sun-gel. This range meets the highest Australian standards in sun protection whilst also providing the essential style that Australians have come to know and expect from Billabong products. 2.0 SECTION B The target audience for any given product or service is the group of people that advertisers wish to attract through their marketing activities. The process of identifying and defining an audience leads to assessing priorities. For instance, a firm may identify a sizably large group or market to be potential consumers. However, it is likely to be financially unsound to attempt to target all consumers within the group. A target audience may be established by asking questions such as: Which audience is large enough to be a significant target? Which audience is a priority in terms of the brand’s product? Which audience is the target of the product’s attributes and benefits? A target audience may be defined by their age, gender, family status, lifestyle, interests or a combination of these characteristics. It is noteworthy that a target audience invariably differs from the overall target market and is generally only a segment of a given market. For example, Billabong would target consumers (both male and female) between the ages of around 12 – 35; but different segments of this broad market are more likely to purchase than others. It is desirable to develop demographic and psychographic profiles of these likely consumers (the target audience). Accurate details of a target audience can only be obtained by means of credible market research practices. However, inferences and assumptions can be made beforehand to aid any research. Some of the demographic characteristics of the Billabong target audience are, as mentioned previously, males and females between the ages of around 12 – 35 (although  advertising is usually specific to one particular gender as seen in the example of Appendix A). Such individuals are predominantly situated in coastal regions where the beach/surf/sun culture thrives (as clearly demonstrated in Appendix A), although there are significant deviations from this trend especially in recent times with such a broad, climate and geographically unbiased product range spanning some 2200 lines in Australia alone (Billabong International 2004). Economic factors can sometimes play a role in defining a target but in this case the audience is not necessarily limited to any specific economic traits; for example, income brackets are not easily defined for consumers as Billabong International offers such a variety of products satisfying both functional lifestyle needs and fashion influenced desires, hence the user’s likelihood of purchasing is expected to be more dependant on the psychographic factors of consumer motivation, motivational intensity and consumer knowledge. Consumer motivation represents the drive to meet physiological and psychological needs via purchase and consumption of products (Blackwell et al. 2001, p.233). Billabong customers are likely to be driven to satisfy their social image needs and needs for pleasure. They are expected to have a high motivational intensity to fulfil these needs so as to willingly overcome the price barrier associated with doing so. The target consumers for Billabong have a relatively high level of consumer knowledge regarding their chosen product. The concept of consumer knowledge involves individuals pre-existing knowledge and perceptions related to product purchase and consumption. These consumers have a high awareness of the products attributes and associations, such as the famous waves symbol, the obvious ties with surfing and pro surfing and the companies Australian origins. They have a familiarity with the products image within the marketplace. They associate the brand with high quality, high fashion and are prepared to bear the comparatively high price. This target audience is aided by the purchase knowledge they hold regarding Billabong’s price positioning; that is, the company is in the high price range compared to the overall market but is moderate to high in price when evaluating surf brands (see Section 1.4). These consumers are also equipped with knowledge on when  and where to buy – aware that the products are available in specialty surf-specific stores and can rely on a least two sales each year at the end of summer and winter. Although expensive research is often the most accurate way of developing a targeted marketing approach, it is always beneficial to attempt to identify expected consumers as early as possible in a marketing plan. Whether you utilize extensive demographic and psychographic research or just use common-sense, â€Å"the key is to identify a group or groups of potential customers that offer the best opportunities for business potential† (Defining Your Target 2004). 3.0 SECTION C 3.1 THE BILLABONG COMMUNICATION MIX A successful communication mix is essential in the marketing of any brand or product to consumers. This ties in with the familiar four P’s of marketing which are price, place, promotion and product. The most important factor relating to the concept of the communications mix is promotion. Examples of promotion include: personal selling, sales promotion, public relations, publicity, direct mail, advertising, sponsorship, branding and distribution of samples. A good communication mix ensures that the brand receives adequate exposure whilst also targeting the appropriate audiences (see Section B). For many large corporations, their logo is an integral part of their marketing activities. This unique identifier will be present throughout all forms of visual marketing communication and is a powerful statement in itself. An obvious example of such would be Nike with its ‘swoosh’ symbol. Similarly, the famous Billabong ‘waves’ are present throughout the Billabong communication mix. 3.2 PRINT ADVERTISING Currently there are a number of communication methods that are used by Billabong. Products are featured in a number of magazines such as Dolly,  Girlfriend, Chik and Cosmopolitan, who predominately market to the female segment of Billabong’s target audience. Print advertisements also feature in more male oriented publications such as Ralph and FHM and can be seen in specific surfing magazines such as Surfing. The combination of these promotional activities effectively reaches the specific audience that Billabong targets. 3.3 BROADCAST ADVERTISING Broadcast advertising is very limited and is likely to only be featured for events such as special surfing related events such as the Billabong Pro surf championships. 3.4 INTERNET PROMOTIONS Internet promotions are one of the most extensive ways in which Billabong advertises. On almost every Billabong advertisement featured in the aforementioned media, the Billabong web address is present; ‘billabong.com’. The website shows the entire product list, which are available for purchase online. The website is not just limited to the Australian audience. It also caters for different products and prices suitable for different regions around the world, including: North America, South America, Asia and Europe – representative of Billabongs growing international presence and successful utilisation of the internet in market places around the world. 3.5 PROMOTIONAL MATERIAL Associated to Billabong is a highly influential reference group who effectively act as a promotional tool. These are pro surfers such as Layne Beachley, Alana Brennan and Andy Irons. This reference group gains credibility for the brand by using Billabong products. Billabong promotions use these public faces to give testimonials as the attention gained by having expert’s approval is invaluable in the fight for consumer preference. 3.6 POINT OF PURCHASE DISPLAYS Point of purchase displays are frequently used by Billabong. In surf shops such as City Beach Surf (Garden City, Whitfords City), Billabong products are grouped together in the store whereas in Brothers Nielsen (Garden City, Perth, Whitfords City), the Billabong are grouped alongside competing brands by category. From the marketing perspective of a reputable manufacturer, it is more desirable to have the clothes grouped by brand rather than by category as this allows consumers to search for the specific brand they wish to purchase. 3.7 IS THIS COMMUNICATION MIX APPROPRIATE? Print advertising utilised by Billabong is appropriate and effective as the magazines that they feature in are targeting similar or overlapping audiences. Promotions and promotional material aid in increasing public familiarity with the brand. This has been achieved by attaching the Billabong name and logo with events such as the Billabong Pro and other surfing events worldwide. Celebrities, especially movie stars, television actors, entertainers, and sports figures, can be very powerful assets to any marketing and advertising campaign (Blackwell et al. 2001). Billabong uses famous surfers Layne Beachley, Alana Brennan and Andy Irons to achieve higher credibility within the surfing world. Another powerful promotional tool is the brands website. Generation â€Å"X† and â€Å"Y† are very likely to search the internet for products that they wish to purchase, as it allows them to shop in the comfort of their homes without the effort of searching different stores to find certain products or information. Internet Promotions are seen to be effective because of the increasing frequency and effectiveness of e-commerce in today’s globalised market place. The website is easy to use, easy to find and is prevalent in all the advertising material; increasing consumer knowledge of the website. Broadcast advertising for Billabong is likely to have a limited effectiveness. It has been shown that only 19% of television viewers actually watch the advertisements shown during a show (Lach, cited in  Blackwell 2001, p. 438). Bearing this in mind, and realising that the target audience is a relatively specific one, it is doubtful that the audience will be reached on a frequent basis via this medium. 3.8 CHANGES TO COMMUNICATION MIX We believe that Billabong should implement a number of various changes to the current communications mix in order to launch the Skinwear range. Procedures such as distributing free samples would be effective in increasing: awareness of the product, its function of reducing the effects of sun exposure and the positive associations of the brand. An increase in Billabong sponsored events will lead to increased exposure of the Billabong name and will provide an excellent opportunity to introduce consumers to the product extension line. The Skinwear range can be officially launched by specifically attaching the name of the new product (Skinwear) to a Billabong sponsored event. On its launch, the previously mentioned method of sample distribution can be used to full effect. The launch of Skinwear will coincide with the increased marketing activities surrounding the entire Billabong range during the summer holiday season. An effective way of maximising the benefits of this situation would be to utilise POP displays, perhaps combined with promotional gift packs. 4.0 SECTION D 4.1 PRODUCT CONCEPT As a well recognised and trusted surf brand, Billabong is endeavouring to branch out into the skin-care market, in particular: sun-care to further cater to its customers lifestyle needs. Like the rest of the world, Australia as a society has become heavily health and image conscious; as demonstrated from the many articles, advertisements, new products and spending increases based in the Health and Cosmetic Industries. Billabong has made the decision to extend their existing product range in an attempt  to take advantage of this new demand for health and beauty products. In doing so, Billabong has created its ‘Skinwear’ range which includes a Sunscreen, Lip balm and After-Sun Gel all of which meet the high standards set by the Australian Government and Australian Cancer Council. Included in the Billabong Skinwear range is a Sunscreen boasting an SPF or Sun Protection Factor of 30, shielding the skin from harmful UV rays 30 times longer than our skins natural defences are able to. Through the introduction of past innovative products, Billabong has become known for its dedication to meet and exceed the needs demanded by their surfing clientele; hence incorporating an 8 hour water protection attribute into this product. This feature allows surfers and beach goers the chance to enjoy their lifestyle without the concerns of having to frequently reapply sunscreen. The combination of 30 SPF and 8hrs of water resistance will instantly place the product at least equally, in terms of functional attributes, at the top of the market. Billabongs new Skinwear range also includes a Lipbalm featuring an SPF of 15. As a means to widen the target audience, Billabong’s new Lipbalm is free of colour and taste, removing added hesitation in the male demographic. For easy application, the Lipbalm is packaged in a squeezable tube, making for easy and mess-free application; all of which is very handy when applying at the beach. Incorporated into the After-Sun Gel is an aloe extract. According to Steve Herman (2004, p.54) â€Å"aloe remains a genuinely useful healing agent widely accepted by the public†. In order to meet consumer requirements, aloe is a feature in the After-Sun Gel product. It is merely a last resort that consumers would ultimately require a product to soothe the effects the sunburn; however, as Plato quite accurately stated â€Å"The most we can teach people is what they already know†. This statement defines the need for a product such as After-Sun Gel, as it is expected that even with the existence of a Sunscreen as provided by Billabong; consumers are likely to use the product ineffectively every now and then. Pat Thomas (2004, p.16) declares â€Å"the sun is now officially the enemy – against which sun creams are our weapon of choice†. According to figures given on the Australian Cancer website (http://www.cancer.org.au) 374,000 Australian’s are treated for non-melanoma skin cancer every year. This figure accounts for 1.9% of Australia’s entire population. More alarming is that an additional 8,500 Australians are diagnosed with a melanoma, of which 1300 will die as a result. Such frightening statistics generate the question; are members of Australia’s beach and surf culture taking appropriate steps to protect their skin from such devastating consequences? Pioneers in serving this beach/surf culture, Billabong attempt to make their consumers aware of the harmful dangers associated with long term exposure to the sun and its effects. In doing so, Billabong offers such products as available in their new Skinwear range to protect the physiological needs of their consumers as well as removing the quite apparent social negativity involved in wearing and applying sunscreen. 4.2 TARGET MARKET REVISITED It would be unwise for a brand such as Billabong to extend an already successful product range if there was any reason to believe that it would not be as successful as the collective existing products. In accordance, Billabong has created a Skinwear range that not only extends the well recognised image of the brand but also the values and attributes that a consumer would associate with any of its other products. For instance, Billabong is renowned for its high quality surf-related products, innovative style and up-to-date fashion. A marketing approach to increase the popularity of Billabong products is to promote consumption as more than an experience, but rather a statement of image and self-expression. It is for this reason that the slogan for the new Skinwear range reads: â€Å"Wear Billabong, even when you’re naked†. As identified in Section B, Billabong’s key target audience extends between males and females aged between 12 and 35. At these ages, it would not be inaccurate to suggest that a major factor in the purchase and consumption of  surf brands and their related products is whether the product links consumers with the desire to fit certain image and style demands. The surf and beach culture is dominant in the lifestyles and images of Australian people. This, in effect, further intensifies the need for many consumers to conform. Australians are becoming more obsessed with their health and appearance. Appearing on Australian networks week by week are television shows that promote cosmetic surgery, crash diets, new health risks, advanced pharmaceuticals and much more. It is not surprising that consumers in the demographic of 12-35 years of age are identifying a need to improve and maintain beauty and health. The links between sun exposure and skin damage have been extensively researched in Australia, as it appears that compared to other geographical locations, Australian people are more susceptible and at risk of suffering, due to the consequences of living in such a sun exposed location. When taking into consideration the various issues relating to sun exposure and skin damage, Billabong decided to create their Skinwear range. It is expected that with an informative and effective marketing campaign, existing Billabong consumers will see the need to execute a diligent skin protection regime, in turn utilising the products that are now offered by Billabong. 4.3 ATTITUDES In order for this product extension to be successful, Billabong has attempted to seize the large target audience that already purchases and consumes their existing product range. It is suggested by Blackwell et al. (2001, p. 289) that â€Å"holding a favourable attitude toward a product is almost always an essential prerequisite in order for consumers to hold a favourable purchase of consumption intention†. In saying this, it is not expected that the consumer will automatically purchase the product, but that they will hold a favourable intention which may assist in their decision. Several models are used to aid marketers of company’s such as Billabong to analyse consumer attitudes and their associated effects on product evaluation and choice.  Better known as the Fishbien Model and Ideal-Point Model, marketers of brands such as Billabong are given important information from consumer’s responses. In many cases, this leads to new product developments as is the case of Billabong, where certain needs not catered for are alerted to designers. In order for Billabong to avoid consumer’ attitudes becoming impartial between brands, it is essential to do whatever it takes to achieve â€Å"Attitude persistence†¦ [where] an attitude’s immune to such corrosion† (Blackwell et al. p. 300). It is likely that the need for products such as that offered in Billabongs Skinwear range will never be made redundant, purely because the risks associated with having lives revolved around the sun are not diminishing in number and neither are the risks associated. The greatest obstacle faced when introducing Billabongs new Skinwear range is changing consumer’s preferences, in effect, â€Å"recruiting competitor’s customers† (Blackwell et al. 2001, p. 301). A strong feature of the Skinwear range is its SPF rating and Water Resistance. In order to â€Å"recruit competitor’s customers† Billabong must be effective in changing consumers attitudes, drawing on favourable attitudes held about their existing product range, as well as emphasising comparisons between their new product extension and other existing brands – hopefully in favour of their products. 4.4 CONCLUSION Billabong recognises the importance of consumers needs to ‘be protected in the sun’. After all, it is the expectation that having consumers who exude a lifestyle surrounded by surf and beach that these needs will as some point require satisfying. As a highly regarded surf brand, Billabong places importance on fulfilling consumer’s needs for safety and health. In recognising the gap in its product range, Billabongs new product extension, boasting a highly protective Sunscreen, Lipbalm and After-Sun Gel, continues their commitment to meet the demands of its consumers for the coming summer season. 5.0 SECTION E To examine the decision making processes experienced by a consumer it is practical to use the Consumer Decision Process (CDP) Model which defines seven likely stages involved in any purchase. The CDP model â€Å"†¦represents a roadmap of consumers’ minds that marketers and managers can use to help guide product mix, communication and sales strategies† (Blackwell et al. 2001, p.71). All consumers are not strictly bound by this model in making their decisions, but are likely to undergo at least some of the following stages: The Consumer Decision Process Model In the case of Billabong, to ensure the success of their product line extension and the associated marketing activities; it would be beneficial to hypothesise the probable processes of their target audience in becoming loyal users of the new product. Such predictions may be made by examining the stages of the CDP model. The first stage of the model, need recognition, involves the consumer sensing the difference between their ideal and actual state of affairs. Billabong will aim, through straight-forward advertising and other marketing communications (as outlined in Section C), to undermine the user’s perceptions about the adequacy of their existing state and will hence create a problem that must be solved. Advertising will include the contrasting negative consequences of not using the product (such as skin damage and/or cancer) with the altogether positives outcomes associated with using the new product. Such benefits include a high level of skin care and also positive social image. With so many choices and more and more variables affecting consumer decisions, especially for low-involvement products such as sunscreen, it is expected that previous loyal followers of the Billabong trademark will factor their positive experiences and high levels of satisfaction into their decision to use Billabong Skinwear. The second stage involves searching the marketplace for information on  products and alternatives. The loyal Billabong consumer will find themselves undergoing components of both an internal and external search and will then move on to assess evaluative criteria as outlined by the third stage; pre-purchase evaluation. It is in this stage that these particular consumers are likely to conclude Billabong as the better alternative. The target audience, whether undergoing an external or internal search will find Billabong to be at least equal (see Section 4.1) to its competitors in terms of its products attributes whilst the positive associations with the Billabong brand will ensure that Billabong Skinwear is seen as the superior alternative. It is the intention of Billabong to extend its dominance into the new market and it is hoped that consumers eliminate the need for extensive searching in order to simply transfer loyalty into this new market. There are two paths that will lead a consumer to the fourth stage of the purchase decision. They may either systematically travel through the previous three stages leading to an obvious choice to purchase, or they may avoid the first three stages altogether and simply purchase the product based on an instantaneous decision influenced by prior ties to the Billabong brand. An example of such may be seen in impulse purchasing, where point-of-purchase (POP) displays may play a significant role. The fifth stage; consumption, is likely to occur seasonally as sun protection is demanded mainly in summer. However, loyal consumers such as those outlined in section B are perhaps the more likely of any one in the market to use the product as suggested by Billabong and its experts – all year round. Stages five and six; consumption and post-consumption evaluations are likely to have a positive, satisfied response from consumers when taking into consideration Billabongs efforts to transfer loyalty from past experiences into the new products evaluation. The last stage, divestment, holds no definitive expectations from those marketing the new product. The only aim is for the target consumers to consume the product completely and not discard it in preference for a competing brand before the end of its useful life The transition of loyal users to the new product (as summarized in this section) demonstrates how varying influential factors will alter the processes outlined in the Consumer Decision Process (CDP) Model. Whether it be the testimony of industry experts or the word of mouth (WOM) distribution of the positive brand image, it is clear that it will be more than possible to transmit the loyalty of the brand into the new product extension line. 6.0 REFERENCES Billabong International 2004. Retrieved: September 30, 2004, from http://www.theage.com.au/articles/2004/ 06/12/1086749947661.html?from=storylhs. Blackwell, D.R., Miniard, P.W. & Engel, J.F. 2001, Consumer Behaviour 9ED, Harcourt Inc., Florida. Defining Your Target 2004. Retrieved: October 4, 2004, from http://www.usg.com/contractors/defining_your_target.asp. Herman, S. 2004, ‘A day at the beach’, Global Cosmetic Industry, vol. 172, no. 8, pp. 53-54. Retrieved: October 13, 2004, from Proquest. Thomas, P. 2004, ‘Behind the Label: Suncream’, The Ecologist, vol. 34, no.6, Retrieved: October 13, 2004, from Proquest.

Life as a Master Cosmetologist Essay

What is a master cosmetologist? A master cosmetologist is an individual that has knowledge and skills in the field of cosmetology through advanced education. Cosmetology is defined as the art and science of beautifying and improving skin, hair, and nails. (Houghton Mifflin, 2009) In order to obtain the title master cosmetologist certain requirements must be met. A master cosmetologist may provide beauty services, massages and scalp treatments, apply make- up, style wigs, perform some hair removal and provide nail and skin care services. Life as a Master Cosmetologist A master cosmetologist has several advantages. One advantage from working as a master cosmetologist is the option to work on skin, hair, or nails. Many choose to work in a specific field after they are licensed. Job titles reported for a master cosmetologist are; hair stylist, hairstylist, hair dresser, hairdresser, barber stylist, manager stylist, platform artist, celebrity stylist, make-up artist and nail technician. A state issued license is required to practice cosmetology, although educational requirements to receive such license vary depending on state. Georgia State Board of Cosmetology first requires an individual to receive 1500 credit hours from an accredited cosmetology school. Coursework is taught by licensed professional instructors and consist of lectures and labs covering bacteriology, sterilization, customer service and business. † (Master cosmetologist, 2011) Additional coursework includes anatomy, physiology and chemistry. Secondly, the individual must submit an application to state board for an examination date. You must past a written and practical exam with a score of 70 or above. Following, an application for initial licensure along with a money order must be submitted. The fees vary by state between $30 and $50. A Master Cosmetologist License should be renewed every two years before March 31. Some states may allow a license holder to apply for reciprocity in another state. Reciprocity may be extended to licensees from other states or countries that have similar training and licensing requirements. The state of Georgia does not reciprocate with Florida, Hawaii, New York or California. There is an endless list of job descriptions associated with a master cosmetologist. A job description is defined as a document that outlines all duties and responsibilities of a particular position in a salon. The following entries are examples of such job descriptions. *Develop new styles and techniques. *Demonstrate and sell hair care products and cosmetics. *Operate cash registers to receive payments from patrons. *Shampoo, rinse, and condition scalp, hair or hairpieces. *Update and maintain customer information records, such as beauty services provided. *Bleach, color or tint hair using temporary, demi-permanent, semi-permanent, or permanent hair color. * Schedule client appointments. *Analyze patrons’ hair and other physical features to determine and recommend beauty treatments or suggest hairstyles. Cut, trim, and shape hair or hairpieces based on customers’ instructions, hair type and facial features. *Keep work stations clean and sanitize all tools, implements, and equipment. The skills of a master cosmetologist are limitless. Providing personal assistance, emotional support, and other personal care has proven to be the most valuable. Others include but are not limite d to; performing for or working directly with the public, thinking creatively, updating and using relevant knowledge, active listening, time management, judgment and decision making, critical thinking and management of financial resources. Being aware of others’ reactions and understanding why they react the way they do is an important skill known as social perceptiveness. (E-Best resumes, 2011) Employment Most employers require a person to have a high school diploma or GED and cosmetology license. â€Å"Candidates must have a professional presentation and strong customer service skills. † (Cosmetologist career profile, 2011) Employers may ask that a salon stylist also provide an employment portfolio and resume. A portfolio is a collection of photos and documents that reflect your skills, accomplishments, and abilities in your field. A resume can be described as a written summary of a person’s education and work experience. By law, a master cosmetologist must display his or her credentials at his or her station, and clients may ask to see a license in areas where the license need not be displayed by law. A lengthy career in cosmetology may cause physical damages to the body. These damages would be considered disadvantages of working as a master cosmetologist. One disadvantage would be carpal tunnel syndrome. Carpal tunnel syndrome is caused by pressure on the median nerve- the nerve in the wrist that supplies feeling and movement to parts of the hand. It can lead to numbness, tingling, weakness or muscle damage in the hands or fingers. Varicose veins are swollen twisted and sometimes painful veins that have filled with an abnormal collection of blood and would be considered another disadvantage of this profession. Moreover, lower back pain is triggered by a combination of overuse, muscle strain, and injury to the muscles, ligaments, bones and discs, making the back more prone to injury and re-injury. Low back pain can lead to overall imbalance in the spinal structure. Occupational Outlook The market seems favorable in years to come for cosmetologists. Cosmetology could be one of the few recession proof careers; things would have to get pretty bad for most people to prompt taking haircuts and hairstyling out of their budgets. â€Å"In fact, as stress and anxiety about the economy rise, so does business at salons, where clients can find relaxation and relief in the midst of the turmoil. †(Cosmetology career trends, 2011) According to SimplyHired. com, as of 2010, the average salary for a master cosmetologist is $31,000 per year. Income may vary due to customers’ tipping habits, services provided, experience of the cosmetologist, and whether he or she works on commission. The demand for cosmetologist is expected to grow by 20% between 2008 and 2018. Opportunities should remain plentiful, especially for new graduates seeking entry-level positions. Finally, to be successful you must take ownership of your education. Not surprisingly, employment will be greater for those with professional experience and those licensed to provide a broad range of services. A demand for specialized hair services has increased in recent years. This trend will continue, leading to a favorable occupational outlook for cosmetologists.

Evolution of Performance Management Part II Assignment

Evolution of Performance Management Part II - Assignment Example Eventually, even though we could achieve our goals to some extent, the collective goal of the organization was never achieved. Your post has therefore given me a lot of insight on the best way to avoid such a situation in the future by ensuring that performance management is integrated into the larger management of the organization. I agree with you perfectly that an organization will struggle to obtain long-term success without the existence of a well-defined performance management program (Chamberlain, 2011). One probing question I would like to put forward is that in the absence of performance management program, how can the organization know whether it output from its workforce is in accordance with projected goals for the organization? Certainly there will be shortfalls in knowing how well the organization has achieved success if there are no performance management programs. But to add an insight to your take on the issue, I would suggest that when the organization is implementing performance management programs, it should not do it in an isolated manner. Rather, it will be important to integrate it into the collective program of the organization. By so doing, it will be possible to ensure that the outcome of the program is a true measure of what the organization proposes to

The Role Transnational And Multinational Companies Have Played On Essay

The Role Transnational And Multinational Companies Have Played On Globalization - Essay Example The world has seen a tremendous increase in the global transactions and foreign trade in the recent years. The main reason behind this is that now more and more countries are getting engaged in trading with each other in order to increase their profit or sales or protecting them from being eroded by competition. The main objectives which are influencing the companies to engage in international business are the expansion of sales, acquiring resources, minimizing competitive risk and diversification of sources of sales and supplies (Johnson & Turner, 2003). Besides these, there are other few factors like economic factors, cultural factors, technological factors, and social factors which have the influence to a greater extent. The emergence and activities of transnational and multinational enterprises had impacted to a huge extent on the concept of globalization. Multinationals have played an important role in globalization. Given their international reach and mobility, prospective countries, and sometimes regions within countries must compete with each other to have MNCs locate their facilities (and subsequent tax revenue, employment, and economic activity) within. To compete, countries and regional political districts offer incentives to MNCs such as tax breaks, pledges of governmental assistance or improved infrastructure, or lax environmental and labor standards. This process of becoming more attractive to foreign investment can be characterized as a race to the bottom.

Multicultural Books Essay Example | Topics and Well Written Essays - 750 words

Multicultural Books - Essay Example Summary: The proverbs in the book are classified according to the core values that they exemplify. Native American Culture Title: Lone Ranger and Tonto Fistfight In Heaven Author: Alexie, Sherman Illustrator: Tina Fernandez Publisher: Harperperennial Publication Date: 1994 Genre: short story Interest Level: Grades I- IV Topic/Theme: life, hope and perseverance Summary: Alexie's works are celebrated for their detailed descriptions of the psychology and environment of the reservation; the humor and wit that are displayed in the face of the intense poverty and the ravages of alcohol abuse that are part of reservation life; and their broad, universal messages of hope and perseverance. Title: Long As the Rivers Flow: The Stories of Nine Native Americans Author: Allen, Paula Gunn Illustrator: Tina Fernandez Publisher: Scholastic Publication Date: 2001 Genre: short story Interest Level: Grades III- VI Topic/Theme: tribes and prejudice Summary: Through the centuries and across tribal boundaries, countless Native Americans have made history, despite prejudices against them. These powerful essays celebrate the diversity and talents of nine Native Americans who have made great contributions to arts, politics, sports, and other aspects of American life. Mexican American Culture Title: A Birthday Basket for Ta Author: Pat Mora Illustrator: Cecily Lang Publisher: Aladin Paperbacks Publication Date: 1992 Genre: short story Interest Level: Grades I- IV Topic/Theme: love for Family Summary: This story tells of a young girl who loved her aunt as much as her mother. Title: All for the Better Author: Nicholasa Mor Illustrator: Rudy Gutierez Publisher: Raintree Steck- Vaughn Publication Date: 1993 Genre: short story Interest Level: Grades I- IV Topic/Theme: Story... Summary: Through the centuries and across tribal boundaries, countless Native Americans have made history, despite prejudices against them. These powerful essays celebrate the diversity and talents of nine Native Americans who have made great contributions to arts, politics, sports, and other aspects of American life. Summary: Amelia and her family are migrant farm workers, moving from harvest to harvest living in labor camps. Amelia also moves from school to school, never really making friends or feeling that she belongs. One day during apple harvest, Amelia finds a special place. Summary: The "cute" turned into "cool" as children, following their parental example, embraced the gift of fantasy and unrestrained desire to rebel against the saccharine excesses of wondrous innocence in deliberate pursuit of the anti-cute. Summary: This is one boy's story of life in a diverse neighborhood in San Francisco. It is also a story of the colorful and diverse neighborhood itself. Jos lives in a neighborhood where people speak Spanish and English, and even Chinese.

Examining Your Communitys Source of Energy Essay - 1

Examining Your Communitys Source of Energy - Essay Example Finally, this paper estimates the energy requirement for San Diego households and therefore recommends solar energy as the best feasible renewable energy to the community mainly due to low installation and operation costs and less impact on the environment. Energy is vital lifeblood of the San Diego community since it enhances business operations, used in operating machinery, moves goods and people, makes homes comfortable and powers the infrastructures that underpin the communities. In this regard therefore, the current energy supplies as well as future demand for energy are key issues in the binational region’s future. It is also important to note that the energy choices that are made today will significantly impact on tomorrow’s environment, economy and quality of life of the residents. Policy makers must therefore ensure that energy production, transmission and distribution do not impact on the environment and quality of life of the community living in San Diego. This paper focuses on the major sources of energy that powers San Diego’s community, how they impact on the environment and the alternative sources of energy that may be viable for the community. The major energy sources for the communities within San Diego ca are natural gas contributing to about 50%, coal contributing to 18% and nuclear contribution to approximately 15% of the overall energy supply (United States Power Report, 2014). The rest are large hydro electricity 10% while renewable sources of energy amount to 8% in total (United States Power Report, 2014). The major sectors that lead in energy consumption in San Diego include transportation accounting to over sixty percent followed by household, commercial and industrial sectors. As stated by United States Power Report (2014), this is a reflection of San Diego’s economy where since most residents within the community work in private automobiles with up to two occupants thus are commuters from home to work. Generally,

Endocrine Disruptors Essay Example | Topics and Well Written Essays - 1000 words

Endocrine Disruptors - Essay Example These chemicals have been found to act as estrogens, anti-estrogens, androgens, anti-androgens, or to interfere with thyroid hormone, cortisol, insulin, or growth regulators. Moreover, since animals and human foetal development is primarily dependent on hormonal levels at various phases of development, the effects of these endocrine disrupting chemicals on the endocrine, reproductive, neurological, and immune systems have been found to be very serious, if not catastrophic (Windham, 2000). TCDD dioxin is the most toxic of a class of organochlorine chemicals including chlorinated dibenzo-p-dioxins (CDDs), dibinzofurans (CDFs), polychlorinated biphenals (PCBs), brominated dibenzo-p-dioxins (BDDs), brominated dibenzofurans (BDFs), and polychlorinated pesticides etc. These groups of chemicals have been shown to exert hormonal effects that disrupt the endocrine system of wildlife resulting in adverse effects on reproductive system development and hormones, foetal development, and the immune system at extremely low levels of exposure (Windham, 2000; Are Environmental Hormones Emasculating Wildlife, 1994). Dioxins have been found to have both estrogenic and anti-estrogenic effects depending on the organ or tissue affected. The toxic metals mercury, lead, and cadmium as well as phenols have also been found to have reproductive and endocrine system disrupting effects (Windham, 2000). Chemicals with estrogenic effects cause cells to produce surplus levels of oestrogen, which has been linked to breast cancer, testicular cancer, lowered sperm counts, and malformation/mutations of male sex organs, and a decreased number of successful male births. Exposure to relatively low levels of these chemicals have been documented to have had catastrophic effects on populations of Beluga whales, alligators, turtles, mink, otters, bald eagles, osprey, cormorants, terns, herring gulls, migratory birds, chickens, lake trout, chinook and coho salmon, etc. For example only 60 parts per billion (ppb) of DDE are required to cause anti-androgenic effects on male test animals (Colborn, 1999; Pritchard, 2004). These chemicals act in a variety of ways; however, their mechanism of action could be broadly described as mimicking oestrogen thereby increasing oestrogen levels in the blood, anti-estrogenic; binding with oestrogen receptors or anti-androgenic; binding with androgen receptors. Some chemicals known to bind to estrogens receptors include insecticides (dichlorodiphenyl-trichloroethane (o,p'-DDT), methoxychlor, and chlordecone); a monomer used in plastic (bisphenol A); an alkylphenol surfactant used in detergents, cosmetics and toiletries, and other household products (octylphenol); and a plasticizer (butyl benzyl phthalate (BBP). Other compounds known to bind to androgen receptors include the fungicide vinclozolin and 1,1dichloro-2,2-bis(p-chlorophenyl)ethylene (p,p'-DDE) the persistent in vivo metabolite of DDT. Polychlorinated biphenyls (PCBs) and 2,3,7.8-tetrachlorodibenzo-p-dioxin (TCDD) could all disrupt reproduction and development via several mechanisms (CLS, 1999; Developmenta l Effects, 1993). Laboratory studies investigating the endocrine disrupting capacity of these chemicals

Interview Report Assignment Example | Topics and Well Written Essays - 250 words

Interview Report - Assignment Example To me, I view him as a perfect example and a living demonstration that age is just but a number (Neugarten, 2006). His case is interesting because the society perceives the old as people with no energy, should not work and probably should rest in care homes. However, he disapproves the stereotypes. Besides, Antony’s capacity at work is usually a preserve of the young and energetic people who can serve client’s demands with precision. Interestingly, he narrates to me that he is people’s favorite at the bar. He points out that most of his customers are young people, but he manages to mix his services with life advice. An attribute that makes him stands out from other workers. Antony points out that he felt the odd one out when he started the work. However, the kind nature of Americans and the equal opportunity that the American society provides to all the citizens and the foreigners motivated him. I find Antony to be an excellent person. His passion, vigor, and desire to achieve even in severe environments are attributes I value most in my life. Therefore, my interaction to change my perception about work. It also enabled learn the importance of knowing different peoples culture as a mechanism for promoting world

Assessment and Feedback Essay Example for Free

Assessment and Feedback Essay Many of my lessons involve embedding literacy into a topic so it is more meaningful for the learners. There are various ways of assessing work which are used. One method that is used is initial assessment, where the learners at the beginning of their induction into our pre-16 program do an online BSKB initial assessment in Maths, English and ICT. This is to ensure that the learner is at the right level of learning. These tests are formative and convergent where choices of multiple choice questions give indications of gaps in the learner’s knowledge. Once the learner has  completed an initial assessment they are then given the diagnostic BSKB assessment to see what subject strengths and weaknesses they have. These learners tend not to have attended much school therefore it is difficult to assess the work they produce as very often little or no work is achieved. Assessment is about making a judgment to make sure that learning is taking place. It is about identifying the strengths and weaknesses of the learner so that the learner is progressing with the work that is set. Assessment in all forms that involve making a judgment and it includes an element of subjectivity by me. It should be objective, fair and transparent. It plays an important role in the education process as it determines the work students undertake and affects their approach to learning. There are varying degrees of assessment that are designed primarily to serve the purposes of accountability, or of ranking, or of certifying competence. However, an assessment activity can help learning if it provides information that I can use and can give students feedback. Feedback can be used to modify teaching and learning activities in which the learners are engaged in. Such assessment becomes formative when  the evidence is actually used to adapt the teaching work to meet learning needs. Much of what teachers and learners do in the classroom is assessment based. Tasks and questions prompt learners to demonstrate their knowledge, understanding and skills. How the learners respond and interpret this can give indications of how their learning can be improved. Verbal feedback and discussion tends to be the main method that I use where opinions can be discussed and attainment of knowledge can be assessed during lessons. This is classed as affective learning where topics can gain an emotional response or a tone of interest/values that the  learner may have prior knowledge or experience. These types of responses are 1 usually focused on the learner’s feelings, and they are often difficult to measure in quantifiable terms. However, in my classroom, I want the learners to feel that their work is valued and that the effort has been worthwhile. During lessons, informal assessment is the preferred choice for me and my pre-16 colleague as students are wary of tests or exams. The reason for this maybe the learner’s previous experience of learning or the fact that they feel vulnerable when the word test, exam or assessment occurs within the learning environment. Informal assessment is easily incorporated into classroom routines and learning activities. It can be used at any time without interfering with teaching. The results give indication of the learner’s performance on the skill or subject of interest. However, it is not intended to give a broader view of the learner’s ability apart from the lesson that took place. This is not to say that informal assessment is spontaneous or absent from accuracy. Formal tests assume a single set of expectations for all students and come with prescribed criteria for scoring and interpretation. Informal assessment, on  the other hand, requires a clear understanding of the levels of ability the students bring with them. Only then may assessment activities be selected that students can attempt reasonably. Measuring the validity and reliability of informal assessments is achieved by expected goals and objectives outcomes. Once the work is completed, I assess the knowledge that the learners have gained by their attempted completion of the tasks. Scoring procedures can be used to measure progress and achievement in content areas and literacy skills can be measured by oral, reading and written work. Reliability is a statistical measure of which we can trust the results of a given writing test. Reliability estimations and their interpretations will vary according to particular assessment contexts and purposes. In real practice, high score reliability is indeed necessary and feasible in large-scale assessment, where the actual tests are the main source of interpretable information. In more local contexts (e. g. classrooms), reliability measurements are to a great extent unfeasible and, simultaneously, other sources for qualitative evaluation are available. The work that the learners produced enabled me to assess their level of  understanding and also their literacy progress. Feedback was given in written format on the activity worksheet, to identify strengths and weaknesses of each individual 2 learner. All the learners attempted the worksheet and I gave feedback in the format of Petty (2004) medals and missions. Medals (sometimes called positive reinforcement) are given when the learner has done something well, such as spellings or written something in their own words although most of the learners just wrote down what was on the computer screen. This was what I commented on as missions where the learners need to improve, correct or work upon. Written tasks, alongside oral questioning, should encourage students to develop and show understanding of the key features of what they have learned. Opportunities are given during lessons for the learners to respond to comments made about their work and advice is given on what areas they are struggling on. The key point to feedback is for it to be effective and for the learners to think about the good and bad points in their work and that clear goals can be achieved. The negative aspect of feedback for disaffected learners is that low self-esteem influences their reaction to feedback. Building self-esteem and confidence is one of the main aspects in my classroom. Low self-esteem can knock confidence and ability and their previous experiences of learning can have a considerable impact on their academic ability. In this environment learners are in a vulnerable position and in some cases their low esteem can be forgotten by teachers due to distractions and challenging behaviour. The comments I make have to be sensitive and constructive so that the comments do not impact on the learner’s self-esteem and confidence. The comments are to be constructive and build on their learning capabilities. When I  ask the learners whether or not they understood the feedback given regarding their work, the learners give the appearance that they are not bothered about the feedback or acted disinterested. Students find the feedback messages hard to understand and complex in their meaning especially in the written form. However, when feedback is used as dialogue within the lesson it provides opportunities for feedback and feedforward. This is a good scenario as the learner responds to initial feedback with their opinions. This gives the chance for the teacher to help the learners develop their understanding and has an instant response in correcting  misunderstandings. Although, the response to verbal feedback regarding the learners knowledge, skills and understanding is feasible in the classroom, further development of feedback and feedforward is required so that the student can improve and grow in their 3 understanding of the subject and true learning has taken place. When I assess a learner this has an impact on my teaching. The feedback I get from the students gives me the opportunity to reflect on my practices and adjust accordingly so that the learners are engaged, focused and completing the tasks given during lessons. However, learners’ indifference to learning and feedback can cloud my judgement about what I am doing right or wrong. In my sessions I need to develop the dual narrative where the learners work together as a group but also there are one to one opportunities. This would work towards full differentiation where students are working independently but within a whole group setting. This has been difficult to achieve yet it is possible; progress has been made with the learners providing work that can be assessed verbally or written. However, it has taken six months to gain  trust, confidence and self-esteem of the learners to provide any work at all. Nonetheless, with a longer time restraint development of feedback and feedforward can be achieved. The learners need to see feedback as a reflection on their work not that it’s personal to them, the problem these learners face is to understand what feedback is and what its intentions are. The trouble is that once the disaffected learners arrive at Rathbone they already feel that school as failed them therefore feel disengaged with the learning environment. This can be a contributing factor to the way they feel towards assessments. The attitude towards motivating and engaging the learners towards learning objectives is a more social context. Therefore, the attitude of Rathbone and its staff is to gain confidence, trust and self-esteem so that learning is more enjoyable to them. This then becomes a platform for the learners to want to learn post 16. As their teacher, the environment is complex and challenging however I feel that the learners are starting to become aware of what is required of them in the classroom. This means that I am doing something right and that my assessments, judgement and feedback are starting to be acknowledged.

The rapid evolution of rock music

The rapid evolution of rock music Rock Music its Rapid Evolution Introduction Music has been with man since the dawn of time. Every beat or sound can some way be considered as a form of music. Dating back to early man music could have been something as simple as the soothing sound of a waterfall or a tree swaying with the wind or a wild animal running through a forest. Today music is so diversified and so engrained in our lives that practically every child or teenager even an adult has a vast list of songs that they might listen to on their mp3 players. There are many varied branches of music existing today. These branches have now expanded to encompass everything from the tribal beats to anything that comes out of a synthesizer. And although we find music in many forms today, Im sure the purists would disagree with what the youth of today call great music. Now-a-days it seems the search is on for the â€Å"in music†. Music thats making everybody feel good now and which is discarded in a heartbeat once something better comes along. So what is it that has made rock music go so steady all these years? The reason why I have chosen Rock music for my seminar paper topic is that, I truly am very passionate about this genre of music. Rock Music or Rock as it is so called is vastly misunderstood by people, most of whom simply associate it with negative stereotypes like drug addiction, alcoholism, violence, sexual abuse, demonic control and other vices. One cannot blame people for having such misconceptions about Rock since over the years many of the famous Rock artists have come to be known mainly for their drug addiction and other outrageous behaviour under the influence of alcohol and chemical substances. However it is important to understand that one must separate the artist from his music and not pass unnecessary judgment on the music just based on the vices of the artist. Another misconception is that rock is only drums and guitar, when that is only the public face of Rock. There is a host of other instruments that are key elements to rock music as a whole, other than just guitar and percussion. Rock Music History Origins I would now like to begin with the History of Rock music. Where did it originate? What are its roots? How has it evolved along the years? What is the scenario at present? There are several views as to where exactly the Rock genre got up and going. And many believe that Rock originated in the west with the dawn of Rock Roll by Elvis Presley. However that is far from the case. It all started off during the post-war urbanization of America. The popular music of the late 1940s included country music, folk music, the blues, rhythm and blues (known as RB), jazz and classical music. Basically rock music hails from a blend of various popular music genres at that time in the United States of America. Rock music started off in the late 1940s when people wanted to move out from the slow beat jazz music and the slow electrified blues music to a much faster beat rhythm filled tune at that time. The rock sound is believed to have primarily originated with the guitar. It is believed that the existing guitar tunes used in blues music was soon blending in with other forms of music like jazz, classical music, folk music and other popular forms of music existing back then. All this led to the birth of Rock music as a separate genre of music which back then came to be known as Rock n Roll towards the early 1950s. Around that time i.e. the late 1940s to the early 1950s Rhythm and Blues (RB) musicians mainly concentrated on the black audience. However later onwards musicians started playing for a multi-racial audience. These musicians also targeted the newer forms or blends of music towards this audience. Later on these same fast beat blends of RB and the blues etc came to be coined as ‘Rock n Roll. â€Å"It is believed that in 1951 in a town in Cleveland, Ohio in USA a musician by the name of Alan Freed is said to have began playing a new form of RB music for a multi-racial audience is believed to have first used the phrase ‘Rock ‘N Roll to describe his music.† Source: Icons of Rock Scott Schinder with Andy Schwartz Encyclopaedia Britannica Rock Music. Rock Music Evolution Rock music is believed to be one of those genres of music that has evolved very rapidly over the past 50 to 60 years. Its rapid evolution has been witnessed mainly over the last 50 years. It all started with good old Rock n Roll in the 1950s. This later evolved in the 1960s which was considered as a Golden Era for Rock music. Rock took a totally different turn with the British invasion of rock by the Beatles. This was later followed by what came to be known as Surf music in America which was a mix of the catchy rock n roll n the hip and happening Beatles music. The Beatles music also led to a new form of music that was called as the hippy and psychedelic rock music. In the 1970s which came to be known as the memorable years evolved different forms of rock music such as Hard Rock, Punk Rock also Pop Rock. The 1980s witnessed a change in the band members hair styles. This era also was famous for what was called as hair bands. It included styles of rock such as punk rock funk rock. It led to the evolution of Heavy Metal. Bands used to wear tight leather pants and sported insane long hairdos. The 1990s showed a completely new and insane evolution of rock. It gave newer forms of rock such as Grunge Rock Alternative Rock. It gave the revolutionary guitar distortion feedback. Many of the genres from the 1950s onwards till the 1999s are still well known today. Most of the bands in those eras are still popular today. Many of todays bands still play the different styles of rock music. Some of them even make remakes of those songs using modern day styles and instruments. The later half of 2000 also witness something that very well came to be known as fusion music. It involved bringing together classical music (Western or Indian) and blending it in with modern day rock music. This style today is very popular especially in our country among our Indian youth that have blended the Indian classical instruments very smoothly with instruments like the guitar, keyboard, percussion, etc. The 1950s The 1950s gave rise to the Youth culture. It faced problems such as racial tensions the advent of the Cold War. This first saw the advent of Rock n Roll with great artists like Chuck Berry, Elvis Presley, Little Richard, Jerry Lee Lewis, The Shadows, Buddy Holly, Bo Diddley, Bill Haley the Comets, Gene Vincent, the Everly Brothers, and Carl Perkins, among many others. These were considered to be the first wave of Rock n Rollers. Rock and roll in its earliest stage could have been described as just blues with a few electric guitar tunes attached to it. In its purest form, Rock Roll was as simple as three chords, a strong yet insistent guitar back beat, and a catchy melody. Early rock roll was drawn from sources primarily including blues, RB, and country, but also gospel, traditional pop, jazz, and folk. These genres were combined together in a simple, blues-based song structure that was fast, danceable, and catchy. Rockabilly emerged in the mid1950s. It is simply a mix of rock and roll, country music, blues, and a little jazz too. It was a fundamental music genre of the 50s. The fathers or founders of Rock n Roll came t be known as Bill Haley, Elvis Presley, Little Richard Chuck Berry. Their music revolutionized the music industry and later gave way to new forms of rock music in the decades to follow. Even in todays times their music is still very popular. Rockabilly was popularized by white singers like Elvis Presley, Carl Perkins Jerry Lee Lewis who mainly concentrated on the country roots of the music. The Popular hits recorded around that time were Thats All Right (Mama) Elvis Presley, Heartbreak Hotel Elvis Presley, Rock Around the Clock Bill Haley the Comets, Folsom Prison Blues Johnny Cash, Blue Suede Shoes Carl Perkins. Another popular form of Rock n Roll in the 1950s was called the ‘Doo Wop. It emphasized on multi-part vocal harmonies and meaningless backing lyrics supported with light instrumentation. Its origins were African American vocal groups like the Inkspots the Mill Brothers. Famous bands of this form of music were The Orioles, The Ravens and The Clovers, that used a strong element of traditional gospel music in their songs. The great hits included â€Å"The Great Pretender† The Platters, â€Å"Yakety Yak† The Coasters â€Å"Yes Sir, Thats my Baby† The Clovers along with many others. Later on during the 1950s Elvis Presley came to be known as the King of Rock n Roll. Even today he is still remembered as ‘The King. The decline of Rock n Roll was witnessed during the early 1960s with the death of famous musicians like Buddy Holy and Richie Valens in a plane crash; the departure of Elvis Presley for the army, the retirement of Little Richard to become a preacher, prosecutions of Jerry Lee Lewis and Chuck Berry and the breaking of the payola scandal. All of the above incidents gave a sensation that the rock and roll era has come to an end. However during its decline rock n roll witnessed a feminine side with an introduction of love ballads targeted to a female audience the rise of girl groups like The Crystals and The Shirelles. All the events that occurred in the 1950s eventually led to what came to be known as Surf Music, Garage Rock the Twist dance craze. However the major event that was a hit in the 1960s was that of the rise of British Rock n Roll with the emergence of The Beatles which was greatly influenced by the Americas 1950s Rock n Roll. The 1960s The 1960s witnessed many events like that of the Vietnam War, Civil Rights War, Surf Music, Hippie culture, The San Francisco Scene, The Music of Protests the birth of Heavy Metal. Similarly Rock n Roll in the 1960s went through 4 phases or parts. These parts are as follows: Part I The Beatles The British Invasion Part II Motown Music Part III Classic Rock: The Sounds of the 1960s Part IV Message Music Before 1963 i.e. 1961 onwards America witnessed the rise of Surf Music a form of Rock n Roll. This music was pioneered by Duane Eddy, Link Wray, and The Ventures that added distinctive wet reverb style rapid alternate picking to the music. One of the famous hits was Lets Go Trippin in 1961 and this launched the surf music craze. The all time favourite band of this era is The Beach Boys. Part I The Beatles The British Invasion During this decade i.e. post 1963 America along with the rest of the world witnessed what came to be known only as ‘The British Invasion. During the 1960s the most well know and world renowned band of the British invasion was the one and only Beatles. The Beatles till today are considered to be the all time success stories of the 1960s. The main reason why the Beatles are considered one of the best and most influential rock bands of all time is the because they took what Elvis and other Rock n Roll artists created in the 1950s and transformed it into a whole new different thing. Hence this era is known as one that gave birth to a new age of Rock. The Beatlemania had begun with its first single hit song in 1962 â€Å"Love Me Do† in Great Britain. Along with the Rock n Roll of the 1950s the Beatles popularized new genres of rock music ranging from ranging from folk rock to psychedelic pop. The Beatles were so influential during the 1960s that their progressive ideals were considered to be social cultural revolutions. Other great hits of the Beatles include â€Å"I Wanna Hold Your Hand† which sold 2.6 million copies in the United States in just two weeks. The Beatles came out with many hits during this era such as â€Å"She Loves You†, â€Å"Please Please Me†, etc. Other emerging bands in this era included The Dave Clark Five, The Kinks The Rolling Stones. The Rolling Stones greatest hit during this period was â€Å"Honky Tonk Woman† Part II Motown Music Motown was a Detroit based record company that was founded by Berry Gordy who was a one-time assembly line worker at Ford Motors. It became the most successful black owned record company by 1963. Motown had a number of vocal groups, songwriters musicians. The music recorded was known for its tight orchestrations and catchy lyrics. The music was based on the injustice to the black community during the Civil War. The Motown greats were The Temptations, The Four Tops, Martha Reeves the Vandellas and Diana Ross The Supremes. Part III Classic Rock: The Sounds of the 1960s This era witnessed what was known as the Hippe culture. Their main chant was ‘Make Love Not War. Peace was their underlying theme. The Beatles is one of the famous bands that transitioned during this phase in terms of their look and music. Other artist that came to existence were Jefferson Airplane, Grace Slick, Jimi Hendrix, Janis Joplin, The Doors, Steppenwolf, Simon Garfunkel, Mamas and the Pappas and Lovin Spoonful. The famous concert of this era was The Woodstock. This was a concert for promoting peace, love brotherhood. Artists like Jimi Hendrix rocked the concert. Part IV Message Music Most themes found in rock and roll during this era dealt with love and relationships gone wrong. It followed the war on Vietnam the various protests being undertaken. The music was an attempt to reflect upon the events occurring at that time like the civil rights movement, the growing unrest over the war in Vietnam, and the rise of feminism. The message within the song focused on peace. Many songs received substantial airplay and became anthems at concerts, rallies, and demonstrations. The Message through Folk Music The Message through Rock Music The most well known artists to emerge from the folk tradition include Bob Dylan, Joan Baez, Phil Ochs, and the trio known as Peter, Paul, and Mary. In 1965, an artist, Barry McGuire hit the charts with a song that reflected the growing turmoil in the world. Other popular hippy and psychedelic bands such as Pink Floyd, The Who, The Rolling Stones, The Yardbirds, the Grateful Dead, Jimi Hendrix, Cream, and others began to rule the world. These bands gave rise to the counterculture movement, trendsetters, with their drug induced lyrics and hypnotic melodies. Other genres of rock began to emerge such as progressive rock which is experimenting with other instruments other than guitar, bass and drums. This was popularized by Pink Floyd. Folk rock was popularized by Bob Dylan and Janis Joplin. The 1960s ultimately gave birth to heavy metal which is a thick, heavy, and highly amplified genre of rock mainly popularized by Black Sabbath. The world was just now beginning to witness the tremendous power impact rock really had on society. The 1970s In the 1970s the Vietnam War had ended, the protests stopped people began to settle down. Along with that, the music too did settle down. The world witnessed the split of the Beatles also the death of John Lennon. The 70s rock music brought different cultures and audiences closer together than ever before. Rock music began to branch out into new genres like Hard Rock, Heavy Metal Punk Rock. Led Zeppelin became extremely popular with its perfect blend of Hard Rock Blues music that they could call its own. In this era bands and artists such as David Bowie, Yes, The Eagles, and Queen became very influential. Towards the late 70s the world also witnessed the rise of Punk Rock. The founding fathers of punk were The Ramones. They combined anarchism and teenage rage with rock and roll and this came to be known as Punk Rock. Other bands such as The Sex Pistols and The Clash helped popularize and redefine punk rock. This new, powerful and intense genre of music influenced many bands of the future. The 1980s And then came the 1980s. Rock Music revolutionized itself in a way that everyone wanted to be part of the upcoming scene. The music took a different turn, more in terms of punk rock, new wave, heartland rock and alternative rock. Most people would think of the 80s as all about big hairdos and androgyny. The gay activists took to in a big way in this decade. People started embracing the opposite sex and everyone had colour in everything they did or wore. This inspired the rock music scene greatly. The eighties saw everything from enthusiasm to neon pink socks, worn by men. Creativity was expressed so greatly in the 1980s and artists wore their individuality with pride. The 1980s music scene is possibly considered as one of the strangest times in the evolution of rock music. Music artists were doing everything, a mix of bubblegum pop, sentimental forever ballads to thumping electric beats and even the hardest rock metal. This decade practically saw it all. Artist such as Bruce Springsteen, Guns and Roses, Van Halen, AC/DC, Aerosmith, Iron Maiden, Metallica, Bon Jovi, and Motley Crue can best be remembered for their power ballads and great guitar solos. A new genre of music called as ‘New wave also emerged from punk, funk, and disco. It was made popular by artists such as Divo, The B-52s, Talking Heads, and Blondie. Indie rock or Alternative rock as it is well known began to emerge in the late 1980s with artists such as U2, R.E.M., The Cure, The Smiths, and Sonic Youth were very popular with college students. Punk also became more popular with bands such as Black Flag and the Dead Kennedys. This was also the time of producers. Theyre importance grew and artists took notice that a good producer could take their records to the market. Then came the advent of having soundtracks in movies. Record companies realized the economics in placing a song in a movie, the response was tremendous. Regardless of the variety, the music is the eighties was a big hit, it still is. And thats because the music spoke the minds of the people, it made no apologies, one could identify with a slow ballad by Phil Collins in the afternoon and put up their black leather jacket, rocking to Iron Maiden by night time, you dint have to apologize to anyone. Freedom of expression, experimenting and lyrics became an integral part of the eighties. And that is precisely the reason why the eighties they say will never die. The 1990s The early 90s was known as the era of grunge and alternative rock. Nirvana came to be known as the most popular grunge band of the 90s. Grunge music can be described as dirty guitar, strong guitar riffs with distortion and feedback. It consisted of dark lyrics and expressed teenage angst. Popular grunge and alternative bands were Pearl Jam, Nirvana, Janes Addiction and Alice in Chains. A more iconic scene was that of the emergence of female artists. Women were becoming much less dependent on men, and less oriented towards having a family-based future. They were daughters of women who fought for equal rights and they expressed it- in the form of words and notes. The magazine, Billboard brought about the commercial success of the music industry. It changed the way it ranked singles and albums of artists by tallying actual sales at retail stores instead of using the industry-manipulated word of mouth. Rock suddenly beat pop in terms of sales, and minority genres such as country and hip-hop began to enter the charts. This led the industry to invest more in these minority genres. The 1990s proved that music was for the listener and that the idea behind music was to view the artist as a whole, his production, his team, his lyrics, his image, his music video and his personality. Everyone had a favorite type of music and a favorite genre, a favorite artist and a favorite album. You couldnt help it- there were so many choices by this time. 2000 Present Alternative rock even today is one of the popular and broadest genre of rock music. Emo, is a new sub genre of rock that consists of intense emotional lyrics with hardcore punk roots. It was popularized by bands like From First to Last, The Used, Brand New and softer bands such as Dashboard Confessional and Bright Eyes which can also be described as indie. The word indie actually stands for independent and refers to bands that are part of an independent record label. However, today indie has a whole new meaning. Indie can be described as mainly underground and softer version of alternative rock. Popular indie bands include Death Cab for Cutie, The Strokes, Elliott Smith, The Decemberists, The Arcade Fire, The Postal Service a few others. Heavy metal has now reached an extremely new level. Sub-genres of heavy metal like black metal, death metal and thrash metal which is very loud, aggressive and fast entered the industry. Popular hardcore metal bands include Slipknot, As I Lay Dying, Korn, Norma Jean and Cannibal Corpse. Alternative rock has now become an all time hit with bands such as Incubus, Red Hot Chili Peppers, Chevelle, Coldplay, and the Foo Fighters. Pop rock is another popular genre. It is rock mixed with a more mainstream approach and popular lyrics. Pop rock bands include Fall Out Boy, All-American Rejects, Ashlee Simpson, Avril Lavigne, and others. Another form of music that came about was the rap rock. They symbolized the fusion of the raw, street music and hard rock pelting beats. It was an instant hit with the fans of both the genres. Examples of such were Linkin Park, Limp Bizkit, Faith no More, Rage Against the Machine, etc Rock Music in the Indian Scenario Rock music caught on in India during the mid 70s. I remember hearing stories of my father and his brothers in small time bands playing the good oldies like Elvis Presley, The Carpenters, The Beatles, The Shadows, Bob Dylan and other artists on their guitars. These were many such small groups which were mainly Catholics that played all the dance numbers mainly for weddings the Christmas dance. These were the jive the twist numbers that people used to love to dance to back in the day. Towards the 80s artists like Led Zeppelin, Dire Straits Jethro Tull became quiet popular. People used to purchase these music cassettes and listen to this kind of music on their audio cassette players Sony Walkman. That however was a very long time ago. Things soon changed with the Gulf War of 1991 opening the gates to media in India. MTV was one of the channels that were beamed, along with CNN. Apart from Pop music what caught on quickly was rock. However, as an audience, the numbers in India were still minimal. It was only bands like Def Leppard, Bon Jovi and U2 that caught the fancy of many people. To a large extent, rock began and ended with Deep Purples Highway Star. The love for rock only meant name-dropping and wanting to sound fashionably rebellious. All that changed quickly changed to from the year 2000 onwards. Hard rock quickly caught on along with its counterpart Heavy Metal and is literally worshipped in many engineering colleges all over India. Many groups have been formed in various areas where the rock scene is still alive. These include Goa, Bangalore, Mumbai, Pune Delhi. Many popular India bands hail from these areas and have composed pretty famous hits that are well known to the Indian Rockers. Many engineering colleges still pay tribute to Rock by hosting Rock shows where fans from various parts of the country rush to gather head bang in harmony. The first rock band in India to become famous was Indus Creed. Famous Indian rock bands of today include bands like Zero, Pentagram, Parikrama, Them Clones and various others. One happening rock shows of Mumbai used to be the Independence Rock gig at Rang Bhavan popularly known as I-Rock which used to be packed and crowded as it was very popular and had bands playing from all over the country. Off late the popularity of i-rock has died down due to the change in date and venue due to certain restrictions. Another new genre of rock music that has probably evolved in India is Fusion rock which involves blending Indian classical instruments with that of the electric guitar, keyboard drums. This is something that is definitely coming up in the country with rock songs in Hindi rather than English and even in Hinglish. I still feel that there is very poor liberalization for Rock music in our country but as time passes by things will definitely seem to be getting better. One evident fact is Channel Vs ‘Launch Pad that takes place every year that hunts to find the Countries most popular and best Rock band. Along with Channel V, MTV has also started something called as Rock on Desi Beats that hunts for fusion rock bands of the country and popularizes the best. Another evident fact that rock music is catching up quickly was the launch of the movie ‘Rock On directed by starring Farhan Akhtar. Conclusion Hence I strongly believe that Rock music with its legendary History can never die out. It will always be a part of culture and will always be know as that which shapes culture strongly affects society. It is finally meant for people to understand that Rock is just about the music and the passion it drives in the youth. It should not be stereotyped with drug abuse alcoholism other vices. For this to happen it is the people that must change their ways and also it is essential for the famous artists to set a better example as they owe it to their fans as much as they owe it to the music. Another important factor is that although opportunities in the country for Rock music are very low it is extremely tough to become big, society must encourage the youngsters that have a passion for this music. Bibliography Internet References * http://www.warr.org/roots.html (Wilson and Alroys Record Reviews) * http://kclibrary.lonestar.edu/decade60.html (American Culture History) * http://www.spinner.com/2009/09/30/70s-music/ * http://www.cracked.com/article_15636_the-10-most-terrifyingly-inspirational-80s-songs.html * http://www.scaruffi.com/ (Rock Music Resources) * http://www.allmusic.com/ (Articles on various Artists) * http://www.britannica.com/ (Encyclopedia Britannica) * http://www.encyclopedia.com/ * http://www.mid-day.com/ (Articles on Indian Rock bands) Book Journal References * Icons of Rock (An Encyclopedia of the Legends who changed Music Forever) Scott Schinder with Andy Schwartz * Why 1955? Explaining the Advent of Rock Music Richard A. Peterson * Inside Rock Music Vance Ferrell