Paul Lutus Advertising Essay Example for Free

Paul Lutus Advertising Essay In his article entitled Consumer Angst written in 2007, Paul Lutus claimed that â€Å"No matter how true any single advertisement is, modern advertising, taken as a whole, tells a lie — that you need the thing being advertised. † To explain his point, Paul Lutus further claims that valuable consumer goods need not be advertised because it is a necessity by itself and no promotion is needed for it to attract and obtain sales. Moreover, he explained that the quality of the product should speak for itself and there is no need to â€Å"waste company’s money asserting the obvious†. In his above-mentioned arguments, Paul Lutus obviously focuses only on one aspect of advertising which is to sell. He missed to appreciate the other function of advertising which is to inform. Advertising, as defined by Wikipedia. org, â€Å"is the form of communication whose purpose is to inform potential customers about products and services and how to obtain and use them†. The primary purpose of advertising is to create public awareness about a certain product or service that is being advertised. It aims to communicate to the intended audience that such a product or service exists. As Taflinger (1996) claims â€Å"the basic purpose of advertising is to identify and differentiate one product from another in order to persuade the consumer to buy that product in preference to another. † Advertising is usually used to create a unique image that will be identified to a product or service. The message that is being communicated usually highlights the best features of the product – its uniqueness, usability, best characteristics, etc. – that will customer’s attention to it. After providing information on the product or service features, advertising’s goal is to entice customers to try out the product. It is therefore safe to claim that the end-goal of any advertisement is to generate sales in terms of product or service. However, while it is true that every advertising campaign is aimed at generating revenue for the brand that is being advertised, it is not proper to claim that all advertisements are lies. Even premium brands such as Nike, Armani, Prada and others do advertise their products. These brands are sought after and have all proven to be of good quality. But these brands still invest on advertisement. Advertising has become an important part of today’s business. With new products sprouting like mushrooms everyday, competition has become stiff and advertising has taken a big role in allowing the product or service to compete in the market. In his article entitled â€Å"Educating the Consumer about Advertising: Some Issues† Stephen Gotlieb (1991) explains that advertising â€Å"promotes competition among producers of products and services, keeps prices low through the development of mass markets, encourages store owners to stock a variety of items, supports free expression by funding media sources, and spurs invention†. The more you are seen and understood by your customers, the bigger chance you have to stay in the mainstream. It is therefore important to get you message through, so that your product or service gets noticed. Or else, your offer will just perish. Also, with the competition getting tighter, advertisers today cannot afford to rely on false claims for their products of services. With a lot of other options available in the market, a single wrong claim will trigger the customer to try out other product. It is the role of advertising to entice customers and encourage them to try out the product. Once the customer is convinced with the advertising claim and decides to avail the product or service, it is now the role of the product to prove itself and embody what is being stated in the advertising claim. It is therefore crucial to communicate the message that best embodies the product. Once advertised, the product or service is already exposed to t he public eye and scrutiny. Unless the customer has already tried out the product or service, their perception of the product will depend on the advertisement. It will either make or break the future of the product or service depending on how you position the message about the product. Therefore, while an advertisement is typically used to create or alter the consumer’s perception of a product and induce them into buying it, it cannot be said that it is Always  a lie. For obvious reasons, advertisements only highlight the good side of the products or services. We cannot blame the advertisers to do this. While they are obviously banking on the good side of their offer, we cannot accuse them of telling us a lie. The beauty of advertising is it gives the customers the chance to evaluate the competing products or services even before purchasing it through the product claims.

The Pent-up Guilt in Macbeth Essay -- Macbeth essays

The Pent-up Guilt in Macbeth      Ã‚  Ã‚   There is hardly any emotion in William Shakespeare's tragedy Macbeth that outweighs that of guilt. Both Lady Macbeth and Macbeth are seriously compromised by the impact of this emotion.    Clark and Wright in their Introduction to The Complete Works of William Shakespeare explain how guilt impacts Lady Macbeth:    Having sustained her weaker husband, her own strength gives way; and in sleep, when her will cannot control her thoughts, she is piteously afflicted by the memory of one stain of blood upon her little hand.   (792)    In Fools of Time: Studies in Shakespearean Tragedy, Northrop Frye sees a relationship between Macbeth's guilt and his hallucinations:    The future moment is the moment of guilt, and it imposes on one, until it is reached, the intolerable strain of remaining innocent. [. . .] Macbeth's capacity for seeing things that may or may not be there is almost limitless, and the appearance of the mousetrap play to Claudius, though more easily explained, has the same dramatic point as the appearance of Banquo's ghost. (90)    Fanny Kemble in "Lady Macbeth" asserts that Lady Macbeth was unconscious of her guilt, which nevertheless killed her:    A very able article, published some years ago in the National Review, on the character of Lady Macbeth, insists much upon an opinion that she died of remorse, as some palliation of her crimes, and mitigation of our detestation of them. That she died of wickedness would be, I think, a juster verdict. Remorse is consciousness of guilt . . . and that I think Lady Macbeth never had; though the unrecognized pressure of her great guilt killed her. (116-17)    In "Memoranda: Remarks on the Charact... ... Frye, Northrop. Fools of Time: Studies in Shakespearean Tragedy. Toronto, Canada: University of Toronto Press, 1967.    Kemble, Fanny. "Lady Macbeth." Macmillan's Magazine, 17 (February 1868), p. 354-61. Rpt. in Women Reading Shakespeare 1660-1900. Ann Thompson and Sasha Roberts, eds. Manchester, UK: Manchester University Press, 1997.    Shakespeare, William. The Tragedy of Macbeth. http://chemicool.com/Shakespeare/macbeth/full.html, no lin.    Siddons, Sarah. "Memoranda: Remarks on the Character of Lady Macbeth." The Life of Mrs. Siddons. Thomas Campbell. London: Effingham Wilson, 1834. Rpt. in Women Reading Shakespeare 1660-1900. Ann Thompson and Sasha Roberts, eds. Manchester, UK: Manchester University Press, 1997.    Wilson, H. S. On the Design of Shakespearean Tragedy. Toronto, Canada: University of Toronto Press, 1957.      

The terms color blind and diversity

The terms color blind and diversity are widely used in affirmative action but they are not synonymous. Applied properly, color blind should be taken to mean without distinction to color. This means that the policies such as affirmative action should neither advance nor protect the interests of any race. As compared to diversity, this is understood to provide the necessary preferential treatment in order to advance the interests of all races, being color blind is not related to racial relations but instead advocates the lack of any racial undertones.To arrive at a better understanding of how these terms work it is important to briefly discuss affirmative action. Affirmative action has been praised and pilloried as the answer to racial inequality. First introduced by President Kennedy in 1961, â€Å"Affirmative action† was designed as a method of reducing the discrimination that had remained despite the civil rights laws and constitutional guarantees.It was a method that was put in place as a â€Å"Temporary Measure to Level the Playing Field† through the offering of the same opportunities to all Americans. As the video shows, the struggle for racial equality has taken different paths in American history. For some, it has mean equal opportunity and righting of a wrong long since committed, for others it remains a constant struggle not only for survival but for recognition.There have been several violations that have disenfranchised many but this clear violation of the Constitution prompted many to create a landmark law that will turn the tide once and for all. It was â€Å"Affirmative Action† that was supposed to save America from the evils of racism and discrimination but this directive failed and in fact it even backfired and instead of helping the oppressed it made them look less worthy of respect as ever before.As such, it is clear that being color blind, while different from encouraging diversity, is oftentimes interchanged and can have disastrous results. These concepts, however, are not mutually exclusive and may co-exist under the proper circumstances. It must be remembered that in order for Civil Rights plans such as Affirmative Action to work there must be a fine balance to encourage racial diversity but at the same time not lead to discrimination of other races.

Test Your Knowledge of Mendelian Genetics - Quiz

Do you know the difference between genotype and phenotype? Can you perform a monohybrid cross? These concepts were developed by a monk named Gregor Mendel in the 1860s.Mendel discovered how traits are passed from parents to offspring. In doing so, he developed the principles that govern heredity. These principles are now called Mendels law of segregation and Mendels law independent assortment.To take the Mendelian Genetics Quiz, simply click on the Start The Quiz link below and select the correct answer for each question.START THE QUIZNot quite ready to take the quiz? To learn more about Mendelian genetics, visit:Law of SegregationIndependent AssortmentFor information on more genetics topics visit, Genetics Basics.