Spellbound :: essays research papers

spellboundIn the film Spellbound Dr. Murchison, the head of Green Manors mental asylum, is retiring to be replaced by Dr. Edwards, a famous psychiatrist. Dr. Edwards arrives and is immediately attracted to Dr. Constance Peterson. Nevertheless, it soon becomes apparent that Dr. Edwards is a paranoid amnesic fraud. He runs from the police and Dr. Peterson is compelled to find and help him remember what happened to the real Dr. Edwards. Spellbound was not a film noir. Crime and detection wasnt viewed in a dark and urban environment. The only when part that was dark was when Dr. Peterson and the fraud Dr. Edwards where on the train to Rome, Georgia. Dr Peterson was trying to pry memories out of him. I admit that John Ballantine was a bit cynical, but only when he was trying to remember what had happened to him. Otherwise, he was very friendly and sociable.High contrast lighting was used once, that I noticed. It was used when Dr. Peterson and Dr. Brulov where analyzing Dr. Edwards drea m. They figured out why he was scared of white with pitch-black lines. Then they showed a picture of the outside where it was snowing and there were sled marks in the snow. Even though I dont recall any low camera angles, I do know that they had deep focus on that same shot.The hero in this film was Dr. Constance Peterson. She was not ruthless and jealous and neither was the assumed criminal. Dr. Peterson was disillusioned because of her love for John Ballantine, but it destructed her sight of logic not her sight to see that John was a criminal. She was but wasnt alienated from society. The society that she knows is the people she works with, but since she works in a mental asylum she is alienated from normal society. Dr. Peterson works against the police only to find out what actually happened to the real Dr. Edwards, but she is not a suspect to the crime. Personally, I wouldnt call her psychologically wounded or morally ambiguous, just hard headed.

Cold War :: essays research papers

At the conclusion of the WWII Germany was divided into 4 zones of occupation controlled by Great Britain, France, the Soviet Union, and the United States. Berlin, the capital of Germany, was located in the Soviet controlled atom of Germany. Lack of agreement and compromise with the Soviet Union concerning the unity of Germany led to the beginning of the Cold War.The term Cold War was first used by an American Financier Bernard Baruch in a congressional debate in 1947. A cold war can be defined as a condition of tension and conflict short of an actual war as was the case with America and the Soviet Union. In June 1948 the three allies, France, Great Britain, and the United States, launch the German Federal Republic in West Germany, which they controlled. The Soviet Union however opposed any government run by any Hesperian powers and took many measures to prevent this new government from staying in power. On June 24, 1948 the soviets began a blockade of all land traffic to the west ern zone of Berlin, hoping to starve it of supplies and by chance breaking down. But the US, France, and Great Britain, would not back down to the Soviets and so they began to airlift all supplies to West Germany. After about a year on May 12, 1949 the soviets realized their defeat and ended the blockade.The United States realized that the soviets expansionist aims threatened not only Europe only if developing nations of the world as well. So in 1949 President Truman approved the Point Four Program which put aside nearly $400 million for technical development in Latin America, Asia, and Africa. Truman had the idea that if these developing countries would modernize and strengthen their economies the growth of communism would be discouraged. In 1949 the United States joined with 11 other western nations in an alliance to form the North Atlantic Treaty Organization (NATO) which provided collective security in Europe and any other part of the world but the main goal was to contain com munism. Shortly after the Soviet Union and seven other European nations joined to form an opposing alliance below the Warsaw Pact. Now practically the entire world was involved. Truman struck fear into peoples hearts when in September of 1949 he announced that the soviets had successfully exploded an atomic bomb.Meanwhile back in the United States fear of the Soviet Union and communism were rapidly growing.

Dulce et Deorum Est Essay -- English Literature Essays

Dulce et Deorum EstWilfred Owen wrote Dulce et Decorum Est about the first World War, in which he had personally fought. It was intercommunicate to Jessie Pope, a writer of other poems concerning the War. Specifically he wrote the poem to counteract her poem Whos For The Game?. Owen felt that Pope did not comprehend the distressfulness of the war in her portrayal of the battle as a rugby game. Pope conveyed the participants of the game were admirable and those who sat on the sidelines shunned and disregarded. His poem forgatherms very cheerless and gloomy, particularly in comparison, just now is it not more realistic? Owen was a soldier himself, would he not know more about the horrors that war brings than the feminine poet, who could only be permitted to watch from the outside of her competitive yet carefree game of rugby? Personally, I think he would. At the time, Owen was put into a psychiatric hospital because the war had so badly affected him, broken his character. It was there that he met Siegfried Sassoon, who had been put into psychiatric care for writing poems that the authorities musical theme put the war into a negative light. It was Sassoon who encouraged Owen to become a poet, and they became good friends. The way Owen writes is very much sane and some would say he was quite an influential character. So how does Owen compare the horrors of war? From the very first line you become aware that the poem is not likely to be as light and cheerful as Popes poem. The line is Bent double, like old beggars under sacks which is already a rather miserable tone. We see how Owen has begun to set the mood for his piece already. He describes the soldiers crooked stance and compares them to old beggars, uncomfortable and undesirable. In the second line he goes on to say that the hands are knock-kneed and compares their coughs to those of hags. Again the undesirable, slightly unpleasant note is illustrated through the diction. The soldiers sound unwell, prob ably due to their harrowing lives in the trenches, which makes them dirty, sodden and more inclined to illness. In the third line the poet describes flares, long flames often used for signalling, as haunting to the soldiers. This suggests that they are sick of the war and hate the constant reminders of it. Obviously they cannot beat back away from the war and the monotonous, dire lifestyle they faced every day in the ranks. E... ...e grotesque lines he has just written, saying that the woman would not ascertain of the war with enthusiasm if she had experienced it first hand or had witnessed such loathsome episodes. His utmost two lines are the main subject of the poem and take on the title itself. Although these lines are not separated from the rest like the ones discussing how the man reappeared in his dreams every night, they are the most memorable as they are the last and the finality is extrusive within them. The final lines are The old Lie Dulce et decorum est Pro patria mori The old Lie is connected to how he views Jessie Popes impression of the war, which he feels is captured in the Latin expression. The Latin itself translates directly as Its sweet and glorious to die for your country. Popes immaculate poem is focused on the accuracy of this statement, whereas Owens entire poem is focused on contradicting the statement. The poems are in sharp contrast to each other, but Owens holds first hand experience and in my view is far more impacting. The lines are a relevant end to the poem and leave the contributor with the thought in their mind that perhaps war really isnt as glorious as theyve been told.

Confusion in Macbeth Essay -- Macbeth essays

Confusion in Macbeth The instances words and actions needing clarification in Shakespeares tragedy Macbeth are numerous. Let us in this essay look at or so of the more serious instances lacking clear meaning in the make. Lily B. Campbell in her volume of criticism, Shakespeares Tragic Heroes Slaves of Passion, confesses that critics are at a loss in hard to explain the reference to Bellonas bridegroom Macbeth is, indeed, Bellonas bridegroom, though critics seem rather at a loss to know just who Bellonas bridegroom may hold been. (213) Blanche Coles states in Shakespeares Four Giants that there is a common mistake which literary critics of the play make Not enough stress has been laid upon Duncans unaccountably sudden and arbitrary appointment of Malcolm to the royal succession in the very hour of Macbeths triumph . . . . The insult to Macbeth (as it may appear to different minds), cannot be overemphasized. (40) Coles offers an explanation for this equivocalness in the pl ay Perhaps Shakespeare was taking for granted that his audience knew that the historian had said, Duncan did what in him lay to defraud him Macbeth of all manner of titles and claims, which might in condemnation to come pretend to the crown. Malcolm was under age, and this fact made Macbeth first heir to the throne. (40-41) L.C. Knights in the essay Macbeth mentions equivocation, unreality and other possible causes of ambiguity within the play The equivocal nature of temptation, the commerce with phantoms consequent upon false choice, the resulting sense of unreality (nothing is, but what is not), which has yet such power to smother alert function, th... ...e, NH Richard R. Smith Publisher, Inc., 1957. Coursen, H. R. Macbeth a Guide to the Play. Westport, CN Greenwood Press, 1997. Fergusson, Francis. Macbeth as the Imitation of an Action. Shakespeare The Tragedies. A Collectiion of Critical Essays. Alfred Harbage, ed. Englewwod Cliffs, NJ Prentice-Hall, Inc., 1964. Knights, L.C. Macbeth. Shakespeare The Tragedies. A Collectiion of Critical Essays. Alfred Harbage, ed. Englewwod Cliffs, NJ Prentice-Hall, Inc., 1964. Mack, Maynard. Everybodys Shakespeare Reflections Chiefly on the Tragedies. Lincoln, NB University of nor-east Press, 1993. Shakespeare, William. The Tragedy of Macbeth. http//chemicool.com/Shakespeare/macbeth/full.html, no lin. Wilson, H. S. On the Design of Shakespearean Tragedy. Toronto, Canada University of Toronto Press, 1957.

The House Of The Seven Gables Essays -- essays research papers

Hawthornes The House of the seven-spot GablesThe mood of Hawthornes The House of the Seven Gables is dark, and painstakingly creepy and slow. The story centers around the murders of two men, centuries ago, the curse that was placed upon the house as a result of that conflict, and the repercussions to the current generation. The overall story is want that of a nightmare of total and complete oppressive darkness. Not so much the fright that results from images of goblins and monsters, but that feeling of being scared of the dark non because of what is there, but because of what you dont know is there. Hawthorne sets this mood by describing the events that triggered the curse placed upon the Pyncheon mansion in the very first chapter, but never reveals much than a piece of the motivations and consequences at a time, throughout the remainder of the story. The descriptions of the house deteriorating throughout the years covered in the book establishes the sensation of the endless nig htmare that despite mortal man, the house remains as it was from the day it was erected and only the outward appearance changes. . In fact, as the story centralizes around the curse placed upon the house, it is almost the main attraction of the story, the other characters only playing supporting roles to show the potency of the dark power that the house holds on members of the Pyncheon dynasty. Because Hawthorne gives the house homophile characteristics, So much of mankinds varied experien...

The House Of The Seven Gables Essays -- essays research papers

Hawthornes The House of the Seven GablesThe mood of Hawthornes The House of the Seven Gables is dark, and painstakingly creepy and slow. The story centers around the murders of two men, centuries ago, the swearword that was situated upon the mansion as a result of that conflict, and the repercussions to the current generation. The overall story is like that of a nightmare of total and complete oppressive darkness. Not so much the fright that results from images of goblins and monsters, but that feeling of being scared of the dark not because of what is there, but because of what you dont know is there. Hawthorne sets this mood by describing the events that triggered the curse placed upon the Pyncheon mansion in the very first chapter, but never reveals more than a piece of the motivations and consequences at a time, throughout the remainder of the story. The descriptions of the house deteriorating throughout the years covered in the book establishes the sensation of the endless ni ghtmare that despite mortal man, the house remains as it was from the day it was erected and merely the outward appearance changes. . In fact, as the story centralizes around the curse placed upon the house, it is almost the main attraction of the story, the other characters only playing supporting(a) roles to show the potency of the dark power that the house holds on members of the Pyncheon dynasty. Because Hawthorne gives the house human characteristics, So much of mankinds varied experien...

How does the family argument in Act 3 Scene 5 add to the dramatic tension in the play? Essay

Romeo and Juliet is a tale of dickens star-crossed lovers written by William Shakespeare. Through forth the carry Shakespeare successfully maintains the auditions attention and interest by creating a large amount of dramatic tension. The family argument in act 3 scene 5 could perchance consent a bigger effect on the audience than other parts of the play. Thisis a play roughly star-crossed lovers whos forbidden love conduct to their horrific finis. Act 3 scene 5 presents a substantial turning point in the play. Shakespeare introduces the audience to the majority of the lead characters and also shows the audience the horror and feud between the Capulets and the Montagues. This feud does begin an impact on the relationship between Romeo and Juliet. Both Romeo and Juliet belong, to one side of the feuding families, Romeo to the Montagues and Juliet to the Capulets.The Montagues and the Capulets feuding was the whole reason for the tragedy. They should have reconciled their diff erences years ago, if they had done this, possibly in that respect childrens lifes wouldnt have been taken. The hatred goes a while back, In the Prologue to Romeo and Juliet, the Chorus tells us of an ancient grudge between two households of equal dignity. This states that the hatred between them is ancient, meaning a long time ago. It also says that both families are of equal dignity, meaning not one family is more than wealthier than the other, or has a bigger house, or more land they are the same.In the sixteenth century it was normal for girls of a mere age of 14 such as Juliet to get married, or to have an arranged marriage, and to be very obedient to her parents. Also in high society, children were often raised by a wet nurse and did not have a strong bond with parents. This we can see is an obvious link to Juliet and her Nurse, Juliet has a stronger bond to her Nurse, than to her own mother, as we get to see later on in the play. The set out was the undisputed head of the household, which ennoble Capulet and headmaster Montague are. Another point is a strong belief that the slightest wrong or insult essential be avenged as a matter of personal pride or to protect reputation, as this again links to the two feuding families, which could link to death again another obvious link to the play, the two families lead to there children death by arguing all the time.Shakespeare was known to put themes through out his plays, Romeo and Juliet plays part to many themes and they all have a significant role in the story. Including love at first sight this was command in the 16th century if you do not fall in love when you first set eyes on each if you that that there is an immediate connection, this is classed as dead on target love. Another theme is Hate, representing the two feuding families the Capulets and the Montagues. Fate was another belief, was that your future was mapped out for you in the stars, and that you couldnt influence your future its safe care reading our horoscopes really. And Loyalty some characters have certain loyalties such as the Nurse and Juliet, Friar and Romeo, as the story moves on these loyalties become hard to maintain.At the beginning of the play in Act 1 Scene 2 Lord Capulet has very different views at the beginning of the play, which contrast the later views, about marriage. In this scene as he is talking to Paris, and as Paris is asking for a proposal to Juliet. Lord Capulets views are Let two more summers wither in there pride. Ere we may think her ripe to be a bride.He is saying that Juliet is to young for marriage, and telling Paris to dwell two more years and then she may be his bride. Shes the hopeful lady of my Earth, he is saying that Juliet means the world to him, and that he couldnt live without her. But Capulet does something that Fathers arent supposed to do in this time period, which is And she agreed, within her scope of choice, lays my consent and fair according voice. Lord Capulet i s willing to let Juliet to make her mind up about Paris, and his consent is up to Juliets choice. This shows that Lord Capulet is leaning towards Juliets views here, which shows that he cares for his daughter and that he is not forcing her into marriage, scarce proposing the idea.We pick up the talk about marriage again in the middle of Act 3 Scene 5 where Juliet and her stimulate Lady Capulet are deep in confabulation. One who, to put thee from thy heaviness, Hath sorted out a sudden day of joy She is saying that Juliets father has put out a sudden day of joy. Marry my child, early next Thursday mornshall make thee a joyful a bride. As an audience we react these couple of lines as how can she marry to the County Paris, if she is already married to Romeo? This is called dramatic irony when the audience knows more than the characters. So Lord Capulet has all in all changed his mid bout marriage, before he says saying Paris you will have to wait two more years scarcely now he ha s changed it to Thursday only four days away. consequently Juliet responds He shall not make me there a joyful brideI wonder at this haste, that I must wedEre he that should be husband comes to woo. Juliet is astonished at why she has got to marry so fast, and shes saying well shouldnt he come and win my heart and get to know me before I accept? It shall be Romeo, whom you know I hate, Rather than Paris. These are intelligence information indeed. Even though Juliet is saying that she would rather get married to Romeo, we know that she all ready is, and that she doesnt hate him at all, she loves him. Then Lord Capulet and the Nurse enter the room How now, a conduit girl? What, still in tears? Lord Capulet is being a concerned, caring and affectionate father now, but this soon changes. As Lord Capulet asks his wife about how as she taken the news, Lady Capulet says she no but says thank you. Juliet speaks Not proud you have, but glad that you have. But thankful even for the ha te that is meant love.Then Lord Capulet answers how dare you disobey me, spoilt brat, if you dont go I will drag you there myself. He even calls her a sickness-carrions meaning rotten meat, baggage, and tallow face meaning pale face. This is a total turn rough from how understanding, caring he was a couple of seconds ago, and how he was saying to Paris Shes my hopeful lady of my earth. Now it has changed to rotten meat Then Lord Capulet gets really angry Hang thee, young baggage, disobedient wretch Get yourself to the church on Thursday or never speak to me again. My fingers featherbed now he is so angry that he wants to hit her. And that she was a curse to have The audience would probably feel sympathetic to Juliet now, because its not just that she doesnt want to marry Paris it is the fact that she is already married, to Romeo.As this scene continues Lord Capulet is fuming with Juliet, as this scene is vital for the dramatic implications to the rest of the play. Nearing the l and up of this feud Juliet shouts . Or if you do not, make the bridal bed, in the dim monument where Tybalt lies. Here Juliet is foreshadowing the future, because infact she does die. Lady Capulet then says Talk to me not, for ill not speak a word I have done with thee. At this moment in time, not only her father has left her, so has her mother. So then Juliet turns for to the Nurse for some advice. But the nurses advice is to forget about Romeo and just to marry Paris. I think that the Nurse might just be saying this because she played a role in the marriage of Romeo and Juliet so she is frightened that she might be discovered.So even though there are many loyalties through out the play, which seem to be genuine, would someone break the trust, just to save himself or herself? Marry, I will, and this is wisely dont says the nurse, so the Nurse thinks that Juliet has taken her advice thinking that she is complaint and obedient. But then Juliet says If all else fail, myself have th e power to die, this is also dramatic tension because this conversation has now brought Juliet to think about killing herself, so she doesnt have to marry Paris. Juliet increasingly feels trapped. So she is so desperate that if the Friar wont help herm then she sets about making the plans that will lead to her tragedy. Her father has threatened her, her mother has abandoned her, and she feels like the nurse has proved a irrational friend, as the nurse has always been like a Mother to her, I think that the Nurse let her down affects her more than her own Mother letting her down.In conclusion, at the start of the play in the prologue we already know that two star crossed lovers are going to take their life. The term in meaning star crossed suggests that their paths were never meant to intertwine with each other and if they did it would only result in tragedy. This main argument did contribute dramatically to the final tragedy, which was Juliet taken her own life, Romeo also taking h is own life. So in my opinion the two families were to blame, if they didnt constantly hate each other maybe their children wouldnt have dies just to be with each other.

Gram Staining and Distilled Water Essay

The purpose of this experiment was to learn how to properly perform a gram stain and to also see to it how gram staining can help identify either gram-positive or Gram-negative organisms in the laboratory. The materials needed for this experiment included two microorganisms (Staphylococcus aureus and genus Pseudomonas fluorescens) in a slant agar, an inoculating loop-the-loop, a microscope slide, distilled water, a Bunsen burner, four dyes (crystal violet, Grams iodine, ethyl alcohol, and safranin), bibulous paper, and a dye tray.The order for this experiment was as follows 1) Cleaned the microscope slide with both soap and water and then dried 2) Flamed the inoculating loop with the Bunsen burner and then applied two downcast drops of water to each side (horizontally) of the slide 3) Flamed the inoculating loop again, allowed it to cool, and obtained a small sample of the first-year organism 4) Mixed the organisms on the inoculating loop with one of the drops of the water on th e slide and spread to a nickel-sized drop 5) Repeated steps 3 and 4 for the other organism using the aid water drop on the slide 6) Allowed the samples to dry and then heat fixed both samples.Applied the crystal violet dye, let it soak for 20 seconds, and then washed the dye away with distilled water off into the dye tray 8) Applied the Grams iodine and let it soak for a flake 9) swear out it off with alcohol for 20 seconds (or until the dye stopped running), and then immediately washed with the distilled water 10) Applied the counter-stain, safranin, and let it soak for a minute. 11) Washed with distilled water after and gently blotted it dry with bibulous paper 12) Observed both microorganisms on slide below the microscope Two different results were observed under the microscope. The first one was purple colored cocci, and the picture of the slide is on the following page. The second one revealed pink-colored rods, and the image is on the page following the first microorganism s.The results of the experiment came out as expected. There didnt seem to be any flaws in the experiment, since the colors were distinctly different. The purple cocci were identified as the Staphylococcus aureus. Because the violet dye penetrated the membrane and stained it, it was recognized as a gram-positive organism. The pink rods were Pseudomonas florescens. It was discovered to be a gram-negative organism because the organism didnt stain from the crystal violet. Since everything was easily identifiable, the experiment seemed to have gone as planned.

Khazars and Judaism

In his essay entitled O dvoystvennosti verkhovnoy vlasti u khazarov, Vasili V. Grigoriev described the Khazar as follows The Khazar people were an unusual phenomenon for Medieval times. Surrounded by rag and nomadic tribes, they had all the advant boards of the developed countries structured government, vast and prosperous trading, and a permanent army.At the time, when great fanatism and deep ignorance contested their dominion over Western Europe, the Khazar put up was famous for its justice and tolerance. People persecuted for their faiths flocked into Khazaria from everywhere. As a glistening star it shone brightly on the gloomy horizon of Europe, and faded away without leaving any traces of existence.This paper introduces to a reader who the Khazar people are and their role in Jewish history.Khazars and JudaismOriginally, the Khazars practiced Shamanism and phallic worship with the sky god Tengri as the focus. Subordinate Gods whom the Khazars worshipped include fertilitygodde ssUmay,Kuara, a thunder god, andErlik, the god of deathDue the persecution of Jews under Heraclius, Leo III, Justinian II and Romanos I, Jews fled to Khazaria. The Mazdak revolts also caused Jews from Persia to flee to Khazaria. It was said that Jewish merchants from this age regularly traded in Khazaria. They may have wielded strong econimic relations in Khazaria.Sometime in the 8th century or 9th, the Khazar royalty converted to Judaism and the most of the population followed. The reason for the conversion, as some historians say is that the King cannot anymore endure the nasty forms of sexual excesses of his people. King Bulan abolished shamanism and the worship of phallic objects. He headstrong against Christianity and Islam and selected Judaism.The King and his nobles were converted immediately by the rabbis from Babylonia. Phallic worship was then forbidden. Kings requested for rabbis to open schools and synagogues in the nation. Judaism has become the religion of Khazaria.T he conversion of King Bulan started the overbold policy that moreover a Jew can occupy the Khazar throne. The kingdom became a theocracy where the leaders imposed religion as the guide to everyday life. Judaism provided not only religious but also civil laws.

Brand Association

BRAND ASSOCIATIONS AND CONSUMER PERCEPTIONS OF VALUE OF PRODUCTS BY NZUKI KITHUNGA PETER UNIVERSITY OF NAIROBI root PRESENTED TO SUPPLY OF ACADEMIC PUBLICATIONS (SAP) CONTENTS foliate 1. Background Meaning of a carry and Its Importance 2. Theoretical Framework on inciter Associations Perceptual Dimensions of cross Associations send Associations and Value Creation stain Association and Value Creation Model 3. Measurement of Brand Associations Less Structured Approaches Structured Approaches 4. seek in Brand Associations Brand Extensions Branding democracy ofOrigin Celebrity Brand P put forwardences yield Attri exactlyes Brand Associations and Brand Equity 5. review of Research in Brand Associations Techniques employ Operational Definitions Clarity of Image Brand Association Strength Other Constructs Moderating Variables 6. Future Research Directions Theoretical and Practical constructs Techniques Used Multiple Segments industrial goods and Services 7. References 3 4 9 10 12 14 15 2 1. 0 IntroductionA successful pock is the almost valuable resource a company has. In fact, matchless authority speculates that filths argon so valuable that companies will soon include a assertion of entertain addendum to their balance sheets to include intangibles such(prenominal) as the respect oftheir mark offs. Brands are recitationd as external cues to taste, design, qualify, prestige, regard as and so forth. In a nonher(prenominal) words, consumers associate the value of a point of intersection with the disfigurement. For casing, the value of Kodak, Sony, Coca-cola, Toyota and Marlboro is indisputable.One estimate of the value of Coca-cola, the worlds most valuable cross, places it at over $35 billion. How does a brand effect value to the customer? Why do authentic brands get down more value than others? Natur each(prenominal)y, companies with such strong brands strive to use those brands globally (extend them). The purpose of this paper is to revie w literature on the core associations ofbrands used to position brands as strategies to create warring advantages. 1. 1 Meaning of a brand and Its Importance A brand is a distinguishing name and/or symbol ntended to identity the goods or swear outs of either one seller or a group of sellers, and to differentiate those goods or services from those of competitors (Aaker, 1991 Stanton, 1994, and Kotler, 1996). A brand thus signals to the customer the source ofthe crop, and protects both the customer and the producer from competitors who would attempt to grant products that bet to be identical. Ancient history suffers evidence of the importance of brands. In those days, names were put on such goods as bricks in order to bespeak their maker (Farquhar, 1989).It is also known that trade guilds in medieval Europe used trademarks to assure the customer and provide legal protection to the producer. In the beforehand(predicate) sixteen-century, Whisky distillers shipped their products in wooden barrels with the name of the producer burned 3 into the barrel. The name showed the consumer who the maker (brewer) was and prevented the substitution of cheaper products. In 1835, a brand of fuck up called Old Smuggler was introduced in order to capitalize on the quality reputation developed by bootleggers who used a special distilling cognitive process (Aaker, 1991).Although brands take a crap long had a role to play in commerce, it was not until the twentieth century that branding and brand association became so central to competitors. In fact, a distinguishing characteristic of modern marketing has been its focus upon the creation of differentiated brand associations to accentuate the bases of differentiation. The idea has been to move beyond commodities to branded products to reduce the primary of wrong upon the bargain for decision. Consumers associate the value of the product with the brand.The brand nates convey either a constructive or a negative message well-nigh the product to the consumer (Kim and Chung, 1997, p. 361). The underlying value of a brand is often based upon particular proposition association of a use context such as nerve attack prevention tolerate provide a reason-to-buy which canister attract customers. Such an association represents the products meaning to customers. Brand associations represent bases for purchase decision and for brand loyalty. T here are a host of possible associations that a firm can habitus in a brand. no. all associations need to be built but rather those that directly or indirectly affect consumers buying behaviour. Product allots (customer attains) are an important class of associations, but in that respect are others that can be important in some contexts (Aaker, p. 114). The fol scummying section deals with the brand associations that a firm can build and how they create value to both the firm and consumer. 2. Theoretical Framework on Brand Associations 2. 1 Perceptual Dimensions o f Brand Associations As noted elsewhere in this paper, brand association is anything that is linked in memory to a brand (Aaker, p. 09). The association reflect the fact products are used to express lifestyles whereas other associations reflect affable positions, and professional roles. Still others will reflect associations involving product finishs, types of people who might use the product, stores that carry the product, or salespeople who handle the product or even the republic of origin. Keller (1998) defines brand associations as informational nodes linked to the brand node in memory that contains the meaning of the brand for 4 consumers. These associations include perceptions of brand quality and attitudes towards the brand.Keller and Aaker both pop to hypothesize that consumer perceptions of brand are multi-dimensional yet umteen of the dimensions they identify appear to be very similar. The image that a good or a service has in the mind of the consumer how it is posit ioned probably more important to its ultimate success than are its actual characteristics. Marketers try to position their brands so that they are perceived by the consumer to fit a distinctive niche in the marketplace a niche occupied by no other product (Schiffman and Kanuk, 1994) consort to Aaker (1991) in that respect are at least nine brand associations.The associations convey either the concept, or the meaning of the product in terms of how it fulfils a customers need. In todays super competitive environment a distinctive product image is most important. As products become more complex and the market place more crowded, consumers trust more on the products image than its actual props in making purchase decisions. One of the brand associations that a firm can use in differentiating its product is node benefit Customer benefit refers to the need that is satisfied by a product. For example, cavity control by a toothpaste is a customer benefit.Customer benefit whitethorn be rational, psychological (emotional) benefit, or self- expressive benefit. A rational benefit is closely linked to a products attribute and would be part of a rational decision process. A psychological benefit relates to what feelings are engendered when buying and or exploitation the brand (Aaker, p. 1 19). An example of a rational benefit for a computer to a consumer would be its ability not to loose work whereas a psychological benefit would be the feeling of being professional. For a car, the emotional benefit would be the feeling of safety when driving it as a driver of a Volvo car would testify.The self-expressive benefit relates to the ability of a brand to armed service a consumer to communicate his or her self-image. Since consumers have multiple roles, the consumer has an associated self-concept and a need to express that self-concept. The purchase and use of brands is one way to ftilfil the need for self-expression (Aaker, 1991). He gives the example of a consumer who m ay define him/herselfas successful and powerful by driving a Mercedes Benz, 5 Product attributes These refer to a products characteristics. Attributes are associated with a products rational benefit.For example, a Volvo cars attribute is durability. Similarly, a shampoos attribute would be its safety to use every day. A vendor requires to identify an attribute that is important to a major segment and not already claimed by a competitor, e. g an attribute that offers something extra (like features or services that offer something better). The identification of an unmet customer problem can sometimes lead to an attribute previously ignore by competitors (Aaker, p. 115). Indeed, unmet needs are strategically important because they can represent opportunities for firms that motive to make major moves in the market.Use / application A marketer can associate a brand with a particular use or application. For example, a beer can be associated with good friends in a warm social setting. A study of the coffee market split uped that there were nine relevant use contexts for coffee (Glen, et al, 1984). User / Customer some other way of positioning a brand is to associate it with a type ofuser or customer. This involves identifying the brand with its target segment. For example, a brand can be associated with those who are raise in weight control as would be the case of a new drug.Celebrity /Celebritv This is the individual who endorses a brand. Linking a celebrity with a brand can transfer associations such as reliability, strength, performance, and so on. The extend to which the association can be linked to the celebrity depends on how credible the individual is perceived by the audience. Specifically, a source is more persuasive when the audience perceives him or her as highly credible than when perceived s being low in credibility (DeLozier, 1976). In other words, the psyche need not be credible but it is how the consumers perceive him. Lifestyle / Personality T he brand can be viewed as a somebody. Like a person, a brand can be perceived as being competent, trusdeucerthy, active, or youthful (Aaker, 1996). A brand personality may help communicate a products attribute and thus contribute to a functional benefit. Similarly, it can help create a self-expressive benefit that becomes a vehicle for the customer to express his or her own personality. Competitors A firm positions its brand using the organizations attributes such as innovation, a drive for quality, and a concern for the environment.A firm can position its brand with respect to a competitor. Sometimes it is not important how good customers think a firm is, but how they believe it is better than a given competitor. While this brand association can be accomplished by comparative advertising, it is not usually allowed in some countries (Cateora, 1996). Country of Origin One more strategic option that a marketer has is to associate a brand with a country. The country of origin has an ef fect on the markets perception of a product either a positive or a negative perception.Cateora (1996) asserts that a company competing in global markets may manufacture products world-wide and when the customer becomes aware of the country of origin, there is the hazard that the place of manufacture will affect product/brand image (p. 349). The influence may be to add credibility or to lower it. 2. 2 Brand Association and Value Creation Brand associations are useful to marketers. Marketers use brand associations to differentiate, position, and extend brands, to create positive attitudes and feelings towards brands, and to suggest attributes or benefits of get or using a specific brand (Aaker, 1991).However, brand associations are of more use to the customer than the marketer. The way a brand association creates value to the customer will depend on the customers perception of value. For each individual, reality is a totally personal phenomenon, based on that persons needs, wants, and personal experiences. Customers 7 everywhere respond to images, myths, and metaphors that help them define their personal identities. Thus, different customers will perceive reality differently. Indeed, Schiffrnan & Kanuk et al (1996, p. 61) contends that although cardinal individuals may be subject to the same stimuli under apparently the same conditions, the way they recognize them, select them, organize them, and interpret them is a highly individual process based on each persons own needs, values, and expectations. The underlying value of a brand name often is its set of associations its meaning to people. Associations, harmonise to Aaker (1991) represent the bases for purchase decisions and for brand loyalty. There are a host of possible associations and a variety of ways they can provide value (p. 110).He identifies the following as the possible ways in which associations create value to the customer helping to process / retrieve information about a brand generating a r eason to buy, and creating positive attitudes / feelings. 2. 3 Brand Associations and Value of Products Model Brand associations help consumers judge the value of a product. For example, country of origin influences consumers in making judgements as to whether a product is of value or not. Consumers tend to have broad but somewhat vague stereotypes about specific countries and specific brands that they judge best.For example, French perfume, Italian leather, Japanese electronics and so on (Cateora, 1996 p. 349). Using the example of country of origin as a basis forjudging value of products, a model for brand associations and consumer perceptions of value of products can be depicted schematically as in the following diagram (Figure 1) Associations Product attributes Relative expense Use / Application User / Customer Celebrity / Person Life Style/Personality Competitions Country of Origin Value Process / Retrieve selective information Reason-to-buy Create Positive attitude s Figure 1 Conceptual Framework of the effects of brand association on perceived value. 8 The model shows that a product is of value to the customer and hence it can be bought to satisfy a need depending on its attributes, its use, or whether it can be associated with a particular customer group. Similarly, a consumer will consider a product as being valuable if he/she can associate it with a certain celebrity, lifestyle or country of origin. Proponents of brand positioning suggest that brands should develop distinct images and that these images will attract specific consumer segment (Hoek, et al, 2000).Consequently, the consumer segment will see the brand as being valuable to them. How do marketers determine the brand associations that convey the value of a brand to the consumer? Association research (research on brand associations) is important to marketers since they would want to gain an insightful picture of how a brand is perceived by consumers as well as its competitors. The techniques that have been utilized by firms to measure brand associations form part of the next section. 3. Measurement of Brand AssociationsOne of the key functions of brand management is to keep one jump ahead ofcompetitors by work the brand firmly on the consumer psyche and keep it there (Emerald, 2000). A firm therefore requires understanding consumer perceptions of its brand(s) visa-avis those of competitors. This calls for the bar of brand associations. The techniques used to achieve this purpose can be grouped into two categories structured and structured techniques ( Aaker, 1991 Low & Lamb, 2000). less- 3. 1 Projective TechniquesThe central feature of all projective techniques is the presentation otan ambiguous, unstructured object, activity, or person that a respondent is asked to interpret and explain (Aaker, et al, 1998). These writers argue that projective techniques are used when it is believed that respondents will not or cannot respond meaningfully to direct ques tions about (1) the reasons for certain behaviours or attitudes or (2) what the act ofbuying, owning, or using a brand means to them (p. 1 98). Respondents may be unwilling or unable to reveal feelings, thoughts, and attitudes when asked direct questions for a number of reasons.First, they may be unwilling because they feel the information is 9 embarrassing or private (Aaker, 1991 p 136). Alternatively, respondents may evidently b unable to provide information as to why they buy certain items because they do not kno tile real reasons. Man of projective techniques employed in the measurement of brand associations are meant to address problems aforementioned since they allow the respondent to project h self or him-self into a context, which bypasses the inhibitions, or limitations of more direct questioning (Aaker, p. 136).The techniques involve focusing on a discussion upo the use experience, the decision process, the brand user, or off- the- wall perspectives such as considering th e brand to be a person or an animal. Another characteristic of projection research is the use of ambiguous stimuli, wherein there is freedom to project experiences, attitudes, and perceptions. There are many projective (indirect) approaches to understanding brand associations. The commonly used methods are word association, picture completion, Thematic Apperception Tests, sentence completion, and story completion (Aaker, 1991 Kotler an Armstrong, 1996 Aaker, et a 1998). 3. 2 Structured Approaches According to Aaker (1991), structured approaches involve scaling brands upon a set of dimensions. He argues that scaling approaches are more objective and reliable than qualitative approaches since they are less threatened to subjective interpretation. Scaling consumer perceptions involves the determination of perceptual dimensions, identification of the target segment. and the interpretation ofthe brand profiles. The perceptual dimensions may include the product attributes and benefits, u ser ofthe brand, or relevant competitors (Day, et al, 1979).Scaling methods that marketers have utilized include semantic differential (Fry and Claxton, 1971), Likert scale, conjoint analysis, and natural grouping (Aaker, 1991). 4. Research in Brand Associations Research interest in branding continues to be strong in the marketing literature (Alden, et, al, 1999 Kirmani, et al, 1999). Likewise, marketing animal trainers continue to realize the power of brands manifest in the recent efforts of many companies to build strong Internet brands such as amazon. com and msn. com (Narisetti, 1998).The way consumers perceive brand is a key determinant of long-term business consumer relationships. Hence, building strong brand perceptions is a top priority for many firms today (Morris. 1996). Many of the studies involving brands have pore on the product attributes or benefits. Aaker and Stayman (1991) conducted a study to test whether two brands of beer had established associations with thei r use contexts in terms of whether the consumers felt warm, friendly, healthy, and wholesome in using the beers. They employed picture interpretation as a technique to achieve their objective.The findings were that one brand ofbeer was associated with warm and friendly dimensions whereas the other brand was evaluated higher on healthy and wholesome. Hoek et al (2000) using qualitative interviews examined the descriptive and evaluative attributes employed by consumers in choosing products of value to them. Their findings revealed that descriptive attributes determine the proportion of consumers who hold favourable attitudes about the brand. However, the findings did not provide knowledge on how descriptive attributes affect consumers behaviour.Although descriptive attributes could be predicted, the attributes had only a weak relationship with usage behaviour and so provided brand managers with little guidance. Again, the study suggested that longitudinal work was required to examine whether over time, users of a product category who associate descriptive attributes with a brand they do not currently use eventually go on to purchase that brand. While many studies have focused product attributes, others have pursued the credit line of brand extensions (Keller, 1990 Smith and Park, 1992 Broniarczyk and Alba, 1994, Srinivas, et al, 1994).Others have tended to dwell on branding (Rooney, 1995) and brand preferences (Aireck and Settle, 1999). Studies that have focused specifically on brand associations are those of Kim and Chung (1997), Till (1998), and subgenus Chen (2001). Kim and Chung (1997) in their study on the effect of country of origin and the value ofa product identified that the brand can convey either a positive or negative message about the product to the consumer on the basis of where it is made. Till (1998) attempted to identify how celebrity endorsers can be used efficaciously in advertising.Although the study did not focus on the effect of celebrity as 11 creating the value of a product, it shed light on how endorsers can be used to help consumers to retrieve information on a brand to buy (a value to the consumer). Ihe study by (Then (2001) may be regarded as one of the studies that were directly related to brand associations and how they create value of products. The purpose of the research was to identif the types of brand associations and to examine the relationship hetween association characteristics and brand equity.The findings revealed that there were two brand associations brands equity functional attribute and organizational attribute that contribute to a either low or high equity. 5. Critique of the Researches in Brand Associations Marketing researchers have not used consistent definition or measurement technique to assess consumer perceptions of brands and the value they attach to such brands. Keller (1998) considers brand associations as consisting of brand image, brand knowledge, and brand awareness.He further s ays that brand associations include perceptions of brand quality and attitudes towards the brand, These constructs can be labelled as product attributes according to Kotler and Armstrong (1996). Yet Aaker (1991) clearly says that the concepts relate to distinct categories of brand associations, each signifying a different aspect ofthe brand. He argues that a brand manager will be primarily interested in those associations that directly or indirectly affect buying behaviour and whether they are strong and shared by many or weak and differ from person to person (p. 113).Keller and Aaker both appear to hypothesize those consumer perceptions ofbrands and hence associations are multi-dimensional, yet many of the dimensions they identify appear to be very similar. Furthermore, Aakers and Kellers conceptualisation of consumers psychological representation of brands have not been subjected to empirical validation. Consequently, it is difficult to determine ifthe various concepts they discus s, such as brand attitudes, perceived quality, and customer benefits are separate dimensions of brand associations (multi-dimensional) as they propose, or they are simply indicators of brand associations (uni-dimensional).The second criticism levelled against studies on brand associations is the measurement techniques employed. Many of the methods used such as the projective techniques tend to be more subjective and employ small samples (Aaker, 1991). Even those that are 12 regarded as being objective and reliable than qualitative approaches i. e. , scaling methods face tile problem of validity. Aaker (1991) observes that there is always a concern with the validity of the scaling task. great deal a respondent actually position beers on an aged a long time dimension?He observes that there is the possibility ofunfamiliaritv with one or more of the brands, The other problem is that the respondent may be unable to understand operationally what aged means, or how to evaluate a brand on this dimension (p. 151). Thus any ambiguity in the scale or inability of a respondent to use the scale will affect validity and reliability ofthe results. The measurement of brand associations needs to be done wit. h respect to a specified segment within the context of a competitive set of brands. This implies that brand associations and consumer perceptions of value ofproducts should be done for one segment.However, much of the time the scaling task should be done for multiple segments (Aaker, 1991). The implication here is that any relevant segment defined by age, income, usage rate will have different perceptions from others. Marketers may not only be interested in the associations with the brand but also with the association strength, that is, how confident the consumers are about the associations with the brand. Similarly, the marketer may be interested in understanding whether the consumers have a clear image of the brand association.There is yet another criticism on studies on brand associations. There appears to be other acclivitous constructs for brand associations. Aaker (1991) provides eleven types of brand associations, which Kotler and Armstrong (1996) consider to be part of the levels of a product. The question here is how significant these constructs are to a brand association measurement? Again, which associations discriminate between buyers and nonbuyers? Lastly, the model used as a basis for identifying brand associations and how they create the value of products is itself questionable.Narisetti (1998) observes that technology plays a big role in brand associations and value of products. Where does technology fit in the model? Similarly, familiarity with a brand appears to moderate the dimensionality ofbrand associations. Where can this aspect be shown in the model? 13 6. Future Research Directions There is growing importance ol brands and consumer perceptions ot brands among marketing researchers. To address this issue, marketers need to d evelop extensive conceptual treatments of brand and associations and related issues.To achieve this objective, it is domineering for the marketers to design practical measurement of the constructs. number of studies that attempt to measure some aspect of consumer brand associations do not use consistent measurement techniques. Again, there is need to use methods that help in discriminating between brands. Indeed, Aaker (1991) argues that a major consideration is whether the perceptual dimensions discriminate between brands. Ifa measurement technique can be developed to help an attribute to discriminate, i. e.. set one brand off against another, it might be worth.He posits that factor analysis may be a useful tool in reducing a set of factors (associations) to a few factors or dimensions by combining the words or phrases whose meanings are similar (p. 149). Secondly, the empirical works operationally brand associations as uni-dimensional. Yet conceptual models depict the brand asso ciations as multi-dimensional (Keller and Aaker, 1997). Third, marketers need to employ multiple segments in measuring the usefulness of brand associations in helping consumers on the choice of products As noted earlier, any relevant segment defined by age, lifestyle, or user status may well have different erceptions from others. For example, the user and nonuser groups quite often differ in their brand perceptions (Aaker, 1991, p. 151). Lastly, may of the studies have focused on consumer goods Specifically, many have been carried among fast-moving consumer goods (brands with short consumption cycles that are tvpicafly bought from supermarkets) (Hoek, et al, 2000). There is need to focus on industrial goods or on services. It is therefore proposed that a research aimed at identifying the brand associations of industrial goods or services would be more beneficial to academicians and practitioners. 4 REFERENCES Aaker, D. A (1991), Managing Brand Equity Capitalizing on the value of a B rand Name (New York the Free Press) Aaker, D. A Kumar, Wiley & Sons, Inc. ) Aaker, D. A (1996), Building Strong Brands (New York The Free Press) Alden, D. L, Steenkamp, J. B. E and Batra, R (1999) Brand Positioning through advertizing in Asia, noth America, and EuropeThe Role qf Global (it/lure Journal of Marketing, Vol. 63, January. Alreck, P. L and Settle, R. B (1999) Strategies forBuilding Consumer Brand Preference Journal of Product and Brand Management, ol. no. 2 Badri, M. A Davis, D. L and Davis, D. F (1995) Decision Supportfor Global Marketing Strategies The Effect of Country of Origin on Product Evaluation Journal of Product and Brand Management, Vol. 4 No. 5 Broniarczyk, S. M and Alba, J. W (1994) The Importance of Journal of Marketing Research, May Brandin Brand Extension , and Day. G. S (1998), Marketing Research (New York John Calderon, H Cervera, A and Molla, A (1997) BrandAssessment A Key Element of Marketing Strategy Journal of Product and Brand Management Vol. 6 No . 5Cateora, P (1996) International Marketing (New York McGraw Hill) Chen, A. C (2001) Using Free Association to Examine the Relationship between the Characteristics ofBrand Associations andBrand Equity Journal of Product and Brand Management Vol. 10 No. 7 Chernatony, L and McDonald, M (2000) Creating Powerful Brands (London Butterworth-Heinemann) Day, G. S Shocker, A. D and Srivastava, R. K (1979) Customer-oriented Approache. c to Identifying ProductMarkets JoLirnal of Marketing, Vol. 43, Fall in Aaker, D. A (1991) Managing Brand Equity (New York The Free Press) Fry, J.N and Claxton, J. D (1971) Semantic Differential and Nonmetric Multidimensional Scaling Descriptions of Brand Images, Journal of Marketing Research, Vol. 8, May Hoek, J Dunnet, J Wright, M and Gendall, P (2000), Descriptive and Evaluative Attributes What Relevance to Marketers? Journal of Product and Brand Management, Vol. 9 No. 6 Kapferer, J (1997), Strategic Brand Management (London Kogan Page Ltd) 15 Kirmani, A So od, S and Bridges, S (1999) The Ownership Effect in Consumer Responses to Brand Line Stretches Journal of Marketing, Vol. 3 January. Kim, C. K and Chung, J. Y (1997) Brand Popularity, Country Image and Market Share An Empirical Study Journal ofInternational Business Studies, 2nd Quarter. , Kotler, P and Armstrong, G (1996). Principles of Marketing (New Delhi Prentice-Hall of India) Lederer, C and Hill, S See Your Brands through and through Your Customers Eyes Harvard Business Review, June 2001 Lim, K and OCass, A (2001) Consumer Brand Classifications An Assessment of Culture of Origin versus Country of Origin Journal ofProduct and Brand Management, Vol. 0 No. 2 , Maklan, S and Knox, S (1997), Reinventing the Brand Bridging the Gap between Customer and Brand value Journal of Product and Braiid Management, Vol. 6 No. 2 , Narisetti, R (1998), New and Improve The Wall Street Journal, 16 November Nilson, T. H (1999) Competitive Branding (New York John Wiley & Sons Ltd) Quester, P and Far relly, F (1998), Brand Asociatnand Memory Decay set up of Sponsorship The Case of the Australian Formula One Grand Prix Journal of Product and Brand Management, Vol. 7 No, 6 Rooney, J.A (1995), Branding A Trendfor Today and tomorrow Product and Brand Management, Vol. 4 No. 4 , Journal of Schiffman, L. G and Kanuk, L. L. (1996) Consumer Behaviour (New Delhi Prentice-Hall of India) Smith, D. C and Park, W. C (1992), The Effects ofBrand Extensions on Market Share and advertise Efficiency Journal of Marketing Research, August. Stanton, W. J. Etzel, l. J and Walker. BJ (1994) Fundamentals of Marketing (New York McGraw-Hill, Inc. ) Till, B. D (1998) Using Celebrity Endorsers Effectively Lessonsfrom Associative Learning Journal of Product and Brand Management, Vol. 7 No. 5

Objectification of Women Through Advertisements Essay

The protrudes of advertisements reflect the social and cultural aspects of a society. These images define the values and establish attitudes of the people in a society towards the imagery projected in the advertisements. One of the highly utilise imagery in the advertisement across al most(prenominal) all the cultures is that of women. By apply this imagery in the advertisements, one of the critical attitudes established among the audience is that of women are objects. There are advertisements where women are accustomd as a subjective image but mostly women are displayed as a commodity or an object.Objectification relates to the imagery of an entity which is a person but is seen or displayed as an object. Women have been used as objects to be desired by advertisers for years now to increase the sales of the products and this strategy has worked wonders for producers for example magazines like Playboy and Hustler would non snitch at all if it is not for the sexual display of wom en. It is argued that since the women who take part in such advertisements give their consent towards the kind of image the advertisements project.However, objectification of women is not besides the concern of the models involved in the advertisement but the whole population that views that advertisement because it affects the value system and culture of the masses. For example, the Excessive use of blonde women in the advertisements during 70s and 80s projected to the masses that blonde women are more attractive and desirable to men. However, when surveyed, 70% of women thought that blonde women are more desirable to men and tho 35% men actually expressed their preference for blonde women.This way advertisement has used women as objects to establish false beliefs of peach, independence, and power. Sigmund Freud, one of the greatest psychiatrists, excessively developed a theory which could be well related to the objectification of women in advertisements as a source of desire. His theory of the unconscious mind states that it constitutes of the largest part of a persons mind and contains desires and memories which are not readily available to the conscious mind of a person.However, there exist different stimuli which may, if exposed to a person, bring these unconscious desires and memories to the conscious mind. Therefore it could be argued that since sex is seen as the most basic element of our social take aways, it is often suppressed in our unconscious mind and the objectification of women in advertisements bring these desires to our conscious mind. In the light of the theory of unconscious mind, it could be proposed that the exposure of women in most of the advertisements today only acts as a stimulus to invoke the hidden desires of the audience till it becomes a need.And once it becomes a need people look for ways to fulfill this physical need disregarding the subjective elements involved in the process. The idea of women empowerment had taken a g reat flight since post WWII with the help of the media. When most men were fighting during the WWII, women had to take up the roles of men back at home. After the war ended and the men returned, women had to go back and adapt to their roles as housewives and m new(prenominal)s. This was the time when the media hit them and promoted the message of women empowerment with the use of women in their advertisements.The magazines communicated to the women that they had the potential and capability to build careers, acquire achievements and shift their role from that of housekeepers. From that time onwards, media has played a massive role in promoting the concept of power and empowerment for women by displaying women more often in their advertisements and with slogans like Just do it, the idea of obstinacy, and take control. The use of women in advertisements has not only made women powerful in the eyes of the male population but in any case disposed(p) a boast to the self esteem of wome n and has made them more authoritative than ever before.More so, the use of womens body in advertisements and movies has established the detection in the minds of the population that women may use their bodies to get things done and achieve success. Through advertisements using women, the society has also created a wrong perception that beauty is a prerequisite to the independence and success of women and also that it is through the beauty and consumption of certain products that women can excel in their careers and lives. The highly explicit use of women in the advertisements has also direct to meetry between different brands of a product.The rivals try to get the most popular celebrities and models for their advertisement and expose them more than their rival to gain more attraction from the target market and therefore increase the sales. It is seen these days that many companies hire brand ambassadors for the sole purpose of attracting the market and understand people associa te the product with the sexual desire created by the presence of the brand ambassadors no doubt it increases the consumption. For example, the famous perfume Chanel has hired various leave celebrities as there spokes-model like Nicole Kidman and Keira Knightley.In fact the perfume was initially brought to fame by Marilyn Monroe in the 1950s. The display of zero-size models with slender frames and nicely tuned body parts has led to an increased dissatisfaction of body image among the women. The dissatisfaction is measured by difference between a persons body image, which is a persons perception of his/her body, and the ideal body type displayed in the form of models in advertisements. Although, this dissatisfaction has always existed amongst the women, it has grown rapidly since last 25 years.This is because the media has increased its standard of what is a normal body size. For most of the women this ideal body size portrayed by the media is the gateway to happiness. It is through these advertisements in the media that women have established in their minds that they need to achieve that ideal body size, shape and weight in order to find a good spouse, a great career, and be acceptable to family, friends and public. The models with abruptly shaped bodies are depicted as glamorous, rich and powerful in the advertisements and therefore a perfect body is seen as the passport to happiness.However, women do not know that only 5 % of all the women have the potential and body-type to achieve the ideals displayed by the models in the advertisements. Conclusion Today, the objectification of women has reached great heights almost e genuinely other advertisement is using this concept to promote a product. What needs to be realized is this behavior has not only degraded the status of women but has also hurt the moral values of the global society. It has also given false hopes to millions of people and has distorted the image or reality for many.And the consequences are a lso very apparent in the form of the kind of treatment women get from men and the number of women suffering from anorexia for example. All the aspects discussed on the objectification of women call for strong system which could find the activities of the advertisers to more ethically sound principles.References1. Onyejekwe, C. J. (2005). Advertising and Exploitation of Female Sexuality. Retrieved from http//www. quietmountainessays. org/Onyejekwe. html 2. Body Image. (2009). Body Image. Retrieved from http//www. snac. ucla. edu/pages/Body_Image/Body_Image. htm 3. Media Advertising. (2010). Women in the Media. Retrieved from http//www. 123helpme. com/view. asp? id=18401 4. Lukes, S. A. (n. d). The Gender Ads Project. Retrieved from http//www. ltcconline. net/lukas/gender/pages/power. htm 5. Gladen, N. R. (2008). Media Objectification of Women. Retrieved from http//medialiteracy. suite101. com/article. cfm/media_objectification_of_women 6. Boeree,C. G. (2009). temperament Theories. Retrieved From http//webspace. ship. edu/cgboer/freud. html

Scenario planning – Industry scenarios

Before embarking on the discussion, there is one question or so we need to ask ourselves. What is a scenario? What is scenario supply all ab come forward? What constitutes industry scenario mean? Straight away, a scenario is a story or a descriptive narrative about the future which aims at sketching the boundaries of the probable and it is assembled on a methodical scrutiny of various factors bearing in mind those alternatives which atomic number 18 credible and somewhat measurable. These factors are social, political, economic, environmental and technological. hereafter environment of a conducen business, region or policy area could be shaped by these very factors. According to the World Economic Forum, the scenarios explore three or four dissimilar eventualities of how the world might look if the most uncertain and important drivers unfold in different ways. The same germ elabo rank further that good scenarios are not just dry, analytical descriptions of possible future outc omes. No matter how meticulous they are constructed, they should also be easily inspired and highly compelling enough to engage the imagination.They challenge postulations wile at the same time raising awareness of fundamental factors and inspire participants into unspoiled thinking about what could happen and what it would mean for them. They offer both a new perspective on events and a scaffold for positive deliberations. Scenario planning on the some other hand fag be used by distributors as a tool of prudence to predict and benefit from swap. In this article, we shall briefly kick off scenario planning, its relevance in connection to distributors and we shall also look at its application as a valuable tool in the industrial sense.As we pull in said above, that when we think of scenario planning, one great point that has to cross our minds is that a range of alternative futures has to be put into consideration, each of which is considerably diverse and alter from the pr esent operating atmosphere. It would be better to compare and contrast alternative views on how the industry may evolve rather than pinning ourselves on a single forecast which we see assumed to be most probable. Scenario planning is externally oriented and therefore very effective at identifying growth strategies for the community as well as impending threats to its market positions.Scenarios can also help us identify the limited external industry changes that might be causing the company to lose market share or margins. In his article, Scenario Planning Basics for Distributors, Fein Adam presents ways in which distributors are using scenario planning to the betterment of the company. Distributors, he says, should make sure that the management of their company does not erroneously presuppose that changes will not place in the future. In other words, they should explore all the possibilities the company can face and, not only that but, come up with viable alternatives.In connecti on to this point, they should also assist the management to identify and recognize possible threats comprehensively. They should point out growth strategies for the company and test the success of its current strategy in various possible futures. Lastly, they should understand and appropriately react to new customer buying behavior since the customer is the basic unit of the industry and the satisfaction of the customer should be the prime fair game of any decision made by the company. Facing the Forces of Change has suggestions of four possible scenarios for distributors to consider.The first scenario is that which stretches into the future and here distributors have entirely incorporated engine room into their companies. Given the high level of information development, customers expect distributors to give way with them impeccably across numerous communication interfaces. Distributors have effectively achieved this due to rapid rates of developments. These distributors still r emain the prime route to market for manufacturers. Coordinated Channels is another scenario where customers seek more information directly from manufacturers.Here, manufacturer Web sites give existing product specifications, comprehensive technical data and also appropriate product feature are selected by the customers who want such information. This information can be accessed by the customers both directly and indirectly. Directly they get connected to the manufacturer Web site and indirectly through an allied distributors Web site. Product collaboration between manufacturers and distributors is undertaken on the internet with marketing and inventory management also being done in the channel.However, it still frame the role of the distributors to provide information back to the manufacturer and ensure new performance qualifications are met The third scenario is the one describing a world where consumers and producers pay for the specific conduit activities they may be in need of. This Unbundled Supply Chain has distributors competing directly with supply chain of mountains organizations and intermediaries in this scenario are rewarded according to their rate of activity performance. That is, what they have done on behalf of their customers and producers.In the fourth scenario, there is a world with a cluster of consumers forming open and non-profit online exchanges. These common platforms handle the data among supply chain partners. Scenario planning requires a few guidelines to be followed. One must establish a core planning team because analysis of the strategic implications is best in groups. Secondly, a cross section of expertise should be availed, and this includes the heads of the all functional areas of the company. Bringing the ideas of the thinkers the company is endowed with is such a feat worth the take.It is worthy to include the outside people by incorporating information gathered from them into the whole system. The focus here should be on in fusing appealing and challenging perspectives into the discussion. Outsiders include customers, suppliers, consultants and competitors who plump for a vital position in the success of the company. There should be great care in selecting the person to facilitate the scenario planning strategy. An employee of the company should not be part of the choice, neither the senior executive officers.This is because the facilitator should be someone who is focused on planning processes and the two do not appear in this category. Implications scenario planning, just as other forms of business planning, needs an extensive spending of resources from all the individuals of the company. Therefore, the support of top management is a very important determining factor of success the companys planning capability. What this implies is that there should be readiness from every corner of the company in order for this planning strategy to work in the success and goodwill of the company.An honest assessme nt must be carried out to ascertain as to whether the senior decision makers in the company are not only involved but also dedicated to the scenario planning process. Should the company be unready to work with the process, then even the most sophisticated techniques of a manual or outside consultant are destined to fail. In addition, if the company is faced with a threat of financial insolvency, then it must fend off the identification of long-term threats and other prospects until business stabilizes because this kind of planning is not suited with survival planning.Disruptive innovation is one of the revolutionary theories of technological change used to describe the impact of new technologies on firms existence. (Nauosa Hirotta). Combining scenario planning with disruptive innovation is unavoidable in this era of high level of technological embrace. It is sure and straight that a company which does not embrace technology in its strategic plan is left behind. Disruptive technolo gy which initiates the advent of disruptive innovations for example e-marketing is a vital tool but has to be fused with industry scenario so that the company does not lose its clients for the companies. drumhead There must be clear repercussions for the company and its strategy if at all scenarios planning is intended to be meaningful. Each scenario can be viewed as a playing ground in which the company finds itself competing in the future and this allows us to apply all of the apparatus of competitive analysis within a given industry setting. The same tools can then be applied in a totally different future. For us to have the best out of scenario planning, a scrutiny of the companys position must be known.The company may be one which can manipulate how the future evolves by virtue of actions and investments of its members. On the other hand, if it is too small or insufficiently influential, it becomes a scenario taker and in this case its must carefully examine its line of plenty and customers so that it is prepared to react and adjust quickly to changes. Such scenario takers will find it wise to rapidly imitate and adopt to survive they must do what good companies do.BibliographyOlaisen J, A Johannessen, B Olsen, International Journal of Information Management, 1999 Elsevier Page 15Fein Adam. Scenario Planning Basics for Distributors Accessed last on February 27, 2008 from URL Accessed last on February 27, 2008 from URL International Journal of Information Management, Volume 19, Issue 4, August 1999, Pages 263-275 Jon-arild Johannessen, Johan Olaisen and Bjrn Olsen Disruptive Technology May 3, 2007, Accessed on February 28, 2008 from URL

Lenovo’s Product Life Cycle Essay

As a world-wide leader in the PC market, Lenovos conquest rests on its ability to deliver consumer centric innovations in products that deliver a blend of mobility, surgery and price. Design is an infrastructural element that helps define every aspect of a company, including Web site, stores, customer support, packaging, and messaging as head as its products. Lenovo has a well-earned industry reputation for delivering superior quality products. Quality is a fundamental part and commitment to customer satisfaction by delivering products that are of superior quality to comparable offerings from their competitors is the key to Lenovos success. In recent years, Lenovo relies heavily on local anesthetic manufacturing strategies to shorten ship requirements and had achieved an award-winning use of thermoplastics and other recycled packaging textiles. Lenovo-a consumer productLenovo is a business that is built on product innovation, a highly good global supply chain and strong strat egic execution. Its products range from exception anyy engineered laptops, ultrabooks, tablets, desktops and servers. Its ThinkPad and IdeaPad that are the most popular among every last(predicate) of them. Lenovos systems are intentional with extended battery life with up to 10 hours on some systems and with extended battery options that can last as long as 30 hours with the lithium ion engineering. Smart air flow system allows the laptops to run cool which takes battery little power.Enhanced Windows 7 with Intel multi-core processors, One-key data recovery, ambient light sensor which automatically dims the system when not in use and VeriFace face recognition software for password login are among the few novel functional features that are lendable in Lenovo products. Lenovo has powerful security protection tools that prevent malicious malware, and viruses from swarming into the computers and can even locate and control PCs that have been stolen. Lenovos security begins with thei r core technology and award-winning ThinkVantage technologies that are exclusive to Lenovo.Their secure and private cloud files access allows sharing or streaming files with disclose the need to store them locally. The premier X1 Carbon is the in style(p) in ThinkPads and its island style X1 keyboard, light design which weigh less than 3 pounds and is only 18mm thin is truly considered the best. Its quality and simple design immediately reveals trendy and fascinating ThinkPad perception. Branding and design are to a large extent inseparable as a brand is not just a logo but its a gut feeling people have about a particular product and I believe that Lenovo is providing that to its customers with their a la mode(p) innovative products.Packaging and Support ServicesCustomers benefit from many of the advances that have been made in packaging. Lenovo is committed to offering environment friendly packaging for its products. all over the past several years, Lenovo has had a strong focus on increasing the use of recyclable materials in packaging reducing the size and expanding the use of slew and reusable packaging. Recent research estimates that Lenovo has totally eliminated over 1000 tons of packaging consumption by weight through design optimization and refinement across all Lenovo product shipments. The new packaging material, made from 100 percent recycled thermoformed cushions, enables PCs to be stacked together and requires less packaging material.This new material also helps minimize shipping cost. In addition, on many Lenovo notebook product lines Lenovo has implemented the use of 100% post-consumer molded fiber (paper pulp) packaging, which can typically be readily recycled in municipal waste streams. Lenovo is currently in the process of assessing the global availability of FSC certified packaging to support manufacturing facilities in all geographic regions. Lenovos Asset Tagging Service that is executed in production ensures that a user PC is easily identifiable and traceable right out of the box. Lenovo provides flexible options to meet personal or variable business needs. Lenovos reliability and its ability to provide speedy maintenance and repair deserve move on emphasis. Lenovos Priority Technical Support service provides anytime direct access to the right level of tech support on the first call.Its accidental victimize service offers protection from operational or structural damage due to common accidents like drops, spills, electrical surges or failure of the integrated screen which saves its customer the cost of repairs or a new PC purchase. Parts, savvy repair and coverage of expenses while shipping to the repair center are all remunerative for by Lenovo as well. Warranty extensions are available for periods of up to five years. Accidental damage insurance, online tech support, on-site or in-home service of parts and labor coverage is also provided. User guides and manuals are readily available on Lenovos website fo r the customers convenience.Product Life CycleLenovo has a changeover service that saves its customers valuable time and resources, its hardware refreshes, and purchase through deployment to aged addition recovery. correspond to research, Lenovos PC management tools help users reduce costs that capture 80% of a PCs full lifecycle beyond the hardware price. Its ThinkVantage technologies reduce machine downtime and provide data security and their PC lifecycle analysis helps reduce the travel rapidly and ownership costs. Lenovo helps customers manage the complete PC lifecycle and maximize the productivity and usefulness of devices they do this by covering each phase of the typical PC lifecycle including planning, procurement, deployment support, asset management and disposal. Given the extent of technological advances both in hardware and software, nowadays a typical life cycle of the PC is estimated to be 3-4 years. According to Lenovos internal research, their customers have recor ded consistent savings of up to $691 per PC over its lifecycle.Product issues and Warranty, Branding, Packaging considerations Packaging is an area where managers face issues of neighborly responsibility, including concerns about the role of packaging in pollution, global warming, and resource use. The ink to print the package graphics often has toxins that later creep into the soil and water. Although federal Fair Packaging and Labeling Act provide guidance on many packaging issues, many areas still require marketing managers to make ethical choices as even small changes can add up to big improvements. Lenovo is committed to ensuring that their products are safe throughout their life cycle as its products comply with the laws and regulations in each country that they ship to.Lenovo products are designed, tested and approved to meet the correct worldwide standards for product safety, electromagnetic compatibility, ergonomics and other regulatory compulsory requirements when used f or their intended purpose. In addition, Lenovo maintains a series of specifications and standards that capture product environmental design requirements, including restricted and reportable materials, energy requirements, labeling and recycling. Lenovo has implemented a general product recycling programs worldwide to meet their customersand legal requirements. Branding means the use of a name, term, symbol, or design or a combination of these to report a product. A brand is the real asset to the company and Lenovo has a well-earned industry reputation for delivering superior quality products.Recognized brands make shopping easier and the to a greater extent popular a brand name is the more control of target market there can be for that product. Successful branding should include weak identified label, dependable and widespread availability, and favorable shelf locations or displaying space in stores. In general, consumers are willing to pay a premium for well known branded produc ts and Lenovo has used this to its advantage and has established a well deserved niche with its customers. A warranty explains what the seller promises about its product and a marketing manager should decide whether to offer a specific warranty, and if so what the warranty will cover and how it should be communicated to the target market. This is an area where legal, environment as well as customer needs and competitive offerings must be considered. Lenovos uses warranties to improve the appeal of their products as a marketing strategy and all the products carry written warranty agreements.. Most of the Lenovos laptops carry standard one-year warranty to fix your laptop for optimal speed and overall performance in the comfort of your own home. food marketing research needsPromotion and distribution of the product to its target market is very essential to the marketing mix. A target market of price conscious customers can be influenced by advertising campaigns that positions the com pany in consumers mind as value oriented product. Lenovo is already excelling in it marketing needs and will continue to adapt its marketing mix in response to evolving competition and customer needs. Even seemingly useless differences in buying behavior are important because success often hinges on fine-tuning the marketing mix. Lenovo streamlines their distribution with the goal of providing consumers better service. Its fast global amplification is due to committed innovativeness, entrepreneurial spirit and teamwork across various cultures. Lenovo is committed to the goals of achieving customer satisfaction by delivering superior products, solutions, and services and ensuring they meet customer requirements. Lenovo a great deal acquires inputs on design and product features from its customers and partners.Consumers are very observant and cautious of their products and consumer trust is one thing that is very difficult to establish nowadays. Lenovos global Quality Management Sy stem, which has received ISO 9001 certification, ensures the continual delivery of design improvements into Lenovos current and future products. Focusing on quality and sustainability in everything is how Lenovo gives back to the communities.Referenceshttp//www.lenovo.com/social_responsibility/us/en/GreenPaper_Packaging.pdf http//www.lenovo.com/social_responsibility/us/en/Lenovo_ISO9001 Corporate_Certificate.pdf http//www.lenovo.com/social_responsibility/us/en/FY2011_Lenovo_Sustainability_Report.pdf page=16&view=fithttp//www.fastcompany.com/1830073/9-principles-great-branding-design http//www.doyoumatter.com/http//www.lenovo.com/services_warranty/US/en/pdf/lenovo-warranty-services.pdf Lenovo Reveals ThinkPad X1 Carbon, Shakes Up Ultrabook Market Lenovo Reveals ThinkPad X1 Carbon, Shakes Up Ultrabook Market

Design of Single Mode TE Mode Optical Polarizers

Design of Single manner TE mode optic Polarizer development Silicon Oxynitide multilayed wafture dieAbstractionA Si oxynitride ( SiON ) maneuverd photo is employ as multilayered wave guide and utilizing point matrix regularity.We image the application of wave guide as a TE-Pass polarizer and TM-Pass polarizer holding a passband in the 3rd optical communicating window of 1550 nanometer. Polarizer is cardinal constituent for devices which use up a individual polarisation for their operation. Most of the polarizers use metal clad wave guides with proper heaviness and refractile index of mask and substrate.Index Terms Optical Polarizer, Multi-layered wave guide, TE manner, Silicon oxynitrideIntroductionOptical wave guide An optical wave guide is a physical construction that guides electromagnetic moving ridges in the optical spectrum. Common types of optical wave guides include optical fiber and rectangular wave guides.To forge a planing machine wave guide ( Fig.1 ) , norma lly a scene ( refractile index) , with a screen get it on ( refractile index) , is grown on a substrate ( refractile index) such thatSuch wave guides atomic number 18 known as asymmetric wave guides. For symmetric wave guide, the screen and substrate ar fictive with same stuff and the refractile indices are equal, i.e..If there are more than one bed in the midst of Cover and Substrate, so such type of optical wave guides are known as Multilayer Waveguide.In a multi-layered wave guide, we take for pick to manufacture as many beds as we required. We rouse select the thickness of the beds and the type of the stuff harmonizing to our demand.Fig. 1 Geometry of 3-layer wave guide constructionFor a N-layer construction, theDefineframe receives the vacuity wavelength, the refractile index valuesns ( substrate ) , n1, , nN ( interior beds 1 to N ) , nc ( screen ) , and the thicknessest1, , tNof the interior beds. All dimensions are meant in microns. The visualize illustrates the relevant geometryFig.2 Geometry of multilayer wave guide constructionMultilayer wave guides are utilize in the murder of a assortment of optical devices including semiconducting material optical masers, modulators, wave guide polarisers, Bragg reflectors, and directional couplings.During the pull through 20 old ages, many efforts have been made to work out the moving ridge equality for the propagating dexterity in a world(a), lossless or lossy multilayer wave guide, in such a manner as to ease the design and optimisation of the above optical devices.TE-Pass PolarizerSilicon oxynitride ( SiON ) planar waveguide construction can be fabricated by utilizing plasma enhanced chemical vapor deposit ( PECVD ) . In this technique oxidization reaction is initiated by plasma instead than utilizing external warming beginning. otherwise techniques are runing technique, vapour give deposition technique but CVD technique is superior. These wave guides find various(a) applications in opt ical communicating particularly as wavelength filter, microresonator, modulator, polarisation splitter and 2nd harmonic generator.A SiON guided video is used as multilayered wave guide and utilizing transportation matrix method we propose the application of wave guide as a TE-Pass polarizer and TM-Pass polarizer holding a passband in the 3rd optical communicating window of 1550 nanometer. Polarizer is cardinal constituent for devices which require a individual polarisation for their operation. Most of the polarizer utilization metal clad wave guides with proper thickness and refractile index of screen and substrate.Multilayer wave guides are used in the execution of a assortment of optical devices including semiconducting material optical masers, modulators, waveguide polarizer, Bragg reflectors, and directional couplings.We propose a multilayered SiON wave guide fabricated on substrate and has metalas screen is shown in fig 2. The pick of SiON is made for its extremely desirable characteristics such as low interpolation loss, kind scope of refractile index tailoring and realisation of compact devices because of its low bending loss. The present conformation of optical polarizer bequeath happen applications in incorporate optical circuits, signal processing from fiber optic detectors and fiber gyroscopes. For the abstract of the wave guide we have used the transportation matrix preparation.Fig.3 Geometry of multilayer wave guide construction= refractile index of the screen= refractile index of the movie i=1, 2r= refractile index of the substrate= thickness of the movie bed in micrometer= thickness of the movie bed in micrometerFigure 1FormulationFor the computation of extension invariable and prove extension manner profile of multi-layered wave guide, there are following methods 1. Disturbance order ( 4-layer )2. nitrogens Method3. Mode-matching method ( 5-layer construction )4. Transfer matrix Formulation5. Argument Principle MethodThe fretfulness method for a lossless 5-layer construction, for a lossy 4-layer construction, and for a metal-clad wave guide was used to find the extension invariables and the ensuing propagating manner profiles. Newtons method was used for metal-clad wave guides where the derived design of the scattering equation can be obtained analytically. A graphical method, every fighting good as formal electromagnetic analysis methods such as the mode-matching method, was besides used. The disturbance method every bit good as Newtons method can non easy be extended to multilayer constructions, since their firing is analytic and the expression involved become cumbersome.None of the above methods can easy foretell the figure of propagating manners supported by the multilayer construction. This is a serious job since there is no manner of cognizing when to tick seeking for new propagating manners or even if the wave guide really can endure up any manner at all. In fact, an extra analysis must be used to f ind the figure of guided manners before using the zero-searching techniques. Even if the figure of bing propagating guided manners is given, there is no verification that all the manners will be found. All the above mentioned methods have serious jobs in turn uping closely spaced roots. Furthermore, all of them need an initial estimate salutary to the existent zero point. This initial estimation may be hard to happen, particularly for high-loss propagating manners where the popular disturbance method does non use. The method which we are utilizing, is based on complex figure theory. It is capable of happening the nothing or poles of any analytic map in the complex plane. The scattering equation of a general multilayer wave guide is formed via the construct of thin-film transfer-matrix theory. After its uniqueness points are observed, the complex plane is dissever into parts where the scattering equation is analytic, and all the zeros inside each part are found. In add-on, the met hod provides the figure of nothing or poles in each part. The transfer-matrix analysis provides an easy preparation of the multilayer construction job. The method will be presented for TE manners but the extension to TM manners is straightforward.Fig.4 TE-Pass PolarizerA multilayer nonmagnetic slab wave guide construction( =O) ,is shown in Fig. 2. The refractile index,,of the IThursdaybed can be complex in general, i.e. ,,where,is the extinction coefficient of the IThursdaybed and I = 1.. . ..randRis the layer figure. For aTelluriummanner propagating in the+way in the IThursdaybed, (tenI? x ? xi+1) , the electric subject is,and the magnetic field in the same bed iswhereare the unit vectors in theten, Y, omegaway, severally,is the radian frequence, andis the complex extension invariable withandthe stage and the fading invariables severally2.1TE ModeA multilayer nonmagnetic slab wave guide construction( =O) ,is shown in Fig. 3. The refractile index,,of the IThursdaybed can be complex in general, i.e. ,,where,is the extinction coefficient of the IThursdaybed and I = 1.. . ..randRis the layer figure. For aTelluriummanner propagating in the+way in the IThursdaybed, (tenI? x ? xi+1) , the electric field is,and the magnetic field in the same bed iswhereare the unit vectors in theten, Y, omegaway, severally,is the radian frequence, andis the complex extension invariable withandthe stage and the fading invariables severallyBy utilizing Maxwells differential equations, we getFor TE manner,= 0, merelyconstituents will show.So by work outing above deuce Maxwells equations, we get( 1 )( 2 )( 3 )( 6 )whereis the freespace permittivity,and, c is the velocity of the megascopic radiation in the freespace andis the freespace wavelength. The electric and magnetic The Electric and Magnetic irrelevant Fieldss within the IThursdaybed are solutions of above equation, and can be written as= AI+ BI( 7 a )=j( 7 B )When we oblige boundary status at=in equations ( 7 a ) and ( 7 B ) , so we will acquire( 8 )=cos +( 10 a )( 10 B )Adding equation ( 10 a ) and ( 10 B )( 11 )victimization the continuity of the digressive Fieldss at any layer user interface in the multilayer construction, the Fieldss digressive to the boundaries at the top of the substrate bed,and at the underside of the screen bed,, are related via the matrix merchandise=( 12 )Wherefor one = 1,2.. , R( 13 )Are the transportation matrices for all of theRbeds holding thickness. For propagating manners, the digressive Fieldss at the boundaries must be exponentially disintegrating holding the signifier( 14 )And( 15 )Where,From equation ( 12 ) , we getThe extinction ratio ( PER ) is defined as the ratio of power staying ( at the end mathematical product terminal ) in themanner () to the power staying ( at the end product terminal ) in themanner () , expressed in dBs. In add-on, the interpolation loss ( PIL ) is defined as the power loss associated with themanner. FrankincensePER= 10PER= exhalation in d ubnium?Loss in dubniumPIL= 10()PIL=Loss in dubniumThe above equations assume that the inputmanner has unit power at the input terminal of the polarizer. In order to hold a good TE-pass polarizer, we require the power staying in the desiredmanner at the end product terminal of the polarizer to be every bit high as possible. therefrom a low value of PIL is desirable. The effectivity of the polarizer in know aparting against the transition of themode comparative to themanner is measured by the PER parametric quantity. Therefore, this parametric quantity should be every bit high as possible. Hence, we require a high PER and at the same time a low PIL.Figure 5.1 Effective index w.r.t.normalized movie Figure 5.2 Loss w.r.t.normalized movie bedFig. 5.3 Effective index w.r.t.normalized movie bed Fig. 5.4 Loss w.r.t.normalized movie bedDecisionFirst of wholly, we have checked the map of TE manner by utilizing transportation matrix method 2 . The value of stage changeless and fading invari able for 6-layer Lossy dielectric Waveguide are available. The available informations were calculated by the method of Argument Principle ( APM ) .Transportation Matrix method has been used to analyze a four superimposed waveguide dwelling of SiON as manoeuver movie. On this footing, we have designed TE base on balls polarizer. The scope of SiON movie thickness was estimated so that merely the cardinal pervert TE0is supported. The computations showed that in the thickness scope of 0.7m -2.2 m of SiON, the wave guide supports merely TE0manner.In TE manner base on balls polarizer, the loss of TE manner is in the scope of 0.2 2.5 dB/cm and for TM mode its scope is 40 45 dB/cm, which or else higher in comparing to TE manner. So in this type of constellation of four bed wave guide, merely TE manner will go through.Mentions 1 Vishnu Priye, Bishnu P.Pal, and K.Thyagarajan, Analysis and Design of a Novel Leaky YIG Film Guided Wave Optical Isolator, J. Lightwave Technol. , vol. 16, No .2, February 1998 2 Anemogiannis and E.N.Glytis, Multilayer waveguides Efficient numerical analysis of general constructions, J. Lightwave Technol. , vol. 10, pp. 1344-1351, 1992 3 M.Ajmal Khan and Hussain A. Jamid, TE/TM Pass Guided Wave Optical Polarizer , IEEETEM2003 4 H.Kogelnik, Theory of Optical Waveguides in Guided-wave Optoelectronics, T. Tamir, Ed. New York Springer-verlag, 1988 5 AJOY K. GHATAK, K. THYAGARAJAN, AND M. R. SHENOY Numerical Analysis of Planar Optical Waveguides Using Matrix Approach 6 Ajoy Ghatak and K.Thyagarajan, Optical Electronics , Cambridge University Press 7 Joseph A Edminister and Vishnu Priye, Electromagnetics Schaums Outline, Tata MacGraw gentility Private Limited