Linking instruction Essay Example for Free

Linking instruction Essay Teaching is always perceived as a straightforward process whereby teachers provide instruction and students learn. With this perspective, teaching is seen as a simple instruction–learning process. In actual practice, it is more realistic to view assessment as an integral component of the teaching process. In fact, it has been estimated that teachers devote at least one-third of their professional time to assessment-related activities (Stiggins Conklin, 1992). Assessment can and should provide relevant information that both enhances instruction and promotes learning. In other words, there should be a close alignment between theory, instruction and assessment. With this expanded conceptualization of teaching, instruction and assessment are integrally related, with assessment providing objective feedback about what the students have learned, how well they have learned it, how effective the instruction has been, and what information, concepts, and objectives require more attention. Instead of teaching being limited to an instruction–learning process, it is conceptualized more accurately as an instruction–learning–assessment process. For example, a misaligned curriculum, instruction, and assessment had been seen as one factor that led to poor student achievement. In the past, standardized norm-referenced tests, used traditionally for accountability, have only partially aligned with curricular materials and classroom instruction. These conditions obviously result in poor test scores (Burger, n. d. ). Using the standards-led alignment approach, this policy sought to align, integrate, and connect components of schools as systems (e. g. , assessments, curriculum, instruction, and accountability). According to Linn Herman (1997), standards-led alignment should use local content standards as the focal point to: †¢ foster the use of multiple assessment sources and methods, †¢ describe how classroom and accountability assessment relate to each other, †¢ align accountability and classroom assessment with learner outcomes, and †¢ ensure that teachers and administrators use appropriate forms of assessment, are skilled in interpreting data, can plan for re-teaching activities using data, and can evaluate the impact of specific programs and instructional strategies. To begin the alignment process, Allington and Cunningham (2002) advocated a comprehensive policy review to determine where all system elements connect (e. g. , curriculum, instruction, and leadership). Stiggins and Conklin (1992) illustrated the important role that teachers play in the process of aligning instruction and assessment methods with theory: As a nation, we spend billions of dollars on educational assessment, including hundreds of millions for international and national assessments, and additional hundreds of millions for statewide testing programs. On top of these, the standardized tests that form the basis of district-wide testing programs represent a billion dollar industry. If we total all of these expensive, highly visible, politically important assessments, we still account for less than 1 percent of all the assessments conducted in Americas schools. The other 99 percent are conducted by teachers in their classrooms on a moment-to-moment, day-to-day, and week-to-week basis. In summary, if an educational institution wants to have effective teachers, they needs incorporate in their educational paradigm to link theory in the methods of instruction and assessment. Instruction and assessment are both instrumental parts of the teaching process, and assessment is a major component of a teacher’s day-to-day job. Knowing the connection of these, teachers can obtain information that promotes self-understanding and they will have more ability to help students plan for the future. For example, parents and students can use assessment information to make educational plans and select careers that best match a students abilities and interests. References Allington, R. L. , Cunningham, P. M. (2002). Schools that work: Where All Children Read and Write.Boston, MA: Allyn and Bacon. Linn, R. , Herman, J. L. (1997, February). A Policy Maker’s Guide to Standards-Led Assessment. Denver, CO: Education Commission of the States. Burger, D. (n. d. ). Using Standards-Led Policy to Align Assessment and Accountability Systems. Honolulu: Pacific Resources for Education and Learning. Retrieved 2 November 2006 at http://www. prel. org/products/re_/standards-led. htm. Stiggins, R. Conklin, N. (1992). In Teachers’ Hands: Investigating the Practice of Classroom Assessment. New York: SUNY Press.

Analysis of Indias Advertising Industry

Analysis of Indias Advertising Industry Indian Advertising Industry: An  Introduction Introduction The Indian advertising industry has evolved from being a small-scaled business to a full-fledged industry. The advertising industry is projected to be the second fastest growing advertising market in Asia after China. It is estimated that by 2018, the share of ad spend in Indias Gross Domestic Product (GDP) will be around 0.45 per cent. The Indian government has given tremendous support to the advertising and marketing industry. Advertising expenditure is likely to increase in the financial sector, driven by Reserve Bank of India (RBI) policies which could result in a more favourable business environment. Also, proposed licences for new banks and better market sentiments render the advertising and marketing industry in India a fertile space. Market  size Indias Advertising industry is expected to grow at a rate of 16.8 per cent year-on-year to Rs 51,365 crore (US$ 7.61 billion) in 2016, buoyed by positive industry sentiment and a strong GDP growth of 7 per cent and above. Indias digital advertising market has grown at a fast pace of 33 per cent annually between 2010 and 2015, while spending as a percentageà ¢Ã¢â€š ¬Ã¢â‚¬ °of total advertising increased to 13 per cent or nearly US$ 1 billion in 2015. Print contributes a significant portion to the total advertising revenue, accounting for almost 41.2 per cent, whereas TV contributes 38.2 per cent, and digital contributes 11 per cent of the total revenue. Outdoor, Radio and Cinema make up the balance 10%. Of the current Rs 2,750 crore (US$ 407.66 million) digital advertisement market, search and display contribute the most search advertisements constitute 38 per cent of total advertisement spends followed by display advertisement at 29 per cent, as per the study. The Internets share in total advertising revenue is anticipated to grow twofold from eight per cent in 2013 to 16 per cent in 2018. Online advertising, which was estimated at Rs 2,900 crore (US$ 429.9 million) in 2013, could jump threefold to Rs 10,000 crore (US$ 1.48 billion) in five years, increasing at a compound annual rate of 28 per cent Advertising agencies in the country too have taken a leap. They have come a long way from being small and medium sized industries to becoming well known brands in the business. Mudra,OgilvyandMathew(OM),McCannEricsonn,Rediffussion,LeoBurnettare some of the top agencies of the country. Indian economy is on a boom and the market is on a continuous trail of expansion. With the market gaining grounds Indian advertising has every reason to celebrate. Businesses are looking up to advertising as a tool to cash in on lucrative business opportunities. Growth in business has lead to a consecutive boom in the advertising industry as well. The Indian advertising today handles both national and international projects. This is primarily because of the reason that the industry offers a host of functions to its clients that include everything from start to finish that include client servicing, media planning, media buying, creative conceptualization, pre and post campaign analysis, market research, marketing, branding, and public relation services. Keeping in mind the current pace at which the Indian advertising industry is moving the industry is expected to witness a major boom in the times ahead. If the experts are to be believed then the industry in the coming times will form a major contribution to the GDP. With al this there is definitely no looking back for the Indian advertising industry that is all set to win accolades from the world over. Advertisement  Spending  Sector  Wise Advertisement  Spending  Sector  Wise Introduction The issue of TV advertising and children has always been quite controversial. In past hundreds of studies have been conducted on this topic. Some of these studies are based on the observation of children in experimental situations. By their use of a non-verbal research method, these studies have the advantage of avoiding misrepresentation caused by some childrens verbal skills whenresponding to verbal tests. The disadvantage of this type of experimental research,however, is that the real-life validity of the results is sometimes quite low. Similarly, research data based on the actual questioning of children should be treated with caution, since younger children especially misunderstand the questions, lack the verbal techniques to provide an adequate answer, or are simply intimidated by the presence of the researcher. In this study, I chose a third method: to obtain evidence related to TV advertising and children by questioning childrens parents. Parental attitudes towards the issue of TV advertising and children are of utmost importance to this issue, given the role played by the parents in a great many aspects of their childrens lives. LITERATURE  SURVEY The marketers and advertisers have shown keen interest on the market segment of childrens product and services; conducted surveys on children television advertising containing trade publications. Involvement of Academicians on the research studies of children research during the period of 1980 was reduced to the amount of publication on the products of children.1 A little publication was done to the childrens television. Investigation had showed that animation which was used to the adult target audience, now using for the children programming especially in the commercials for games, toys, candies, cereals, etc. A study on the content analysis of television advertising of today children has focused on the change or growth in presentation of advertisements over the period. The findings concluded in the study were as: The male voice-over is still predominant in advertising 32 The advertisement which has focused on personal gain to fun and happiness of children, now focused on childrens product performance. In the study conducted on evaluation of research pertaining to children and advertising by Jeffry Gold Slain in four countries namely Sweden, Belgium, Netherlands and Britain; found little evidence to supporting the position that the children are vulnerable to advertising. He opined that the influence of mass media is more on children than on parents and playmates. The argument is that the commercial advertisement creates wants in children and bring pester power on their parents for the products advertisement. In fact, the parents succumb to their childrens demands assuming to be true despite paucity of support evidence. Jeffry Gold Slain believes that the influence of children has come by the advertisers from so many directions which have no critical examination. The Task-force of the American Psychological Association had conducted a study on children and observed that children under the age of 8 years are unable to comprehend critically the televised advertising messages and are prone to accept the advertised messages as truthful, accurate and unbiased. This can lead to unhealthy eating food-habits as evidenced by todays youth obesity epidemic. The Association sums up that advertising targeting children under the age of eight is to be restricted.4 When the cable culture was in rise in India, a study on the impact of television advertising on children in Delhi in 1992 by NamithaUnnikrisnan and ShailajaBajpai has found that: More than 70 per cent of children in the age group of 8 to 15 years want to own products advertised on television 33 Children favourite advertisements included airline advertisement Perception of children about television advertising is one of the most important influencers in childrens lives and watching television more than ever before. Advertisement is only likely to increase with time as television services extend their reach and offer greater viewing option Advertisement targeted children acts powerfully and promotes consumer culture and the values associated with it Advertisement, hence, is an investment for the future and the manufacturers expect high pay-off many times over   Ã‚  

Marketing Politico

Marketing Politico INTRODUCCIÓN Actualmente nos preocupamos en asociar la marca de un producto o servicio con la imagen del mismo; somos crà ­ticos en este sentido que hasta, muchas veces sin querer, evaluamos las campaà ±as que se hayan desarrollado para estos mismos y vemos como nos influencian las distintas publicidades que se realizan en los medios. Todo esto conlleva a un tà ©rmino, el Marketing, el cual ayuda a conocer lo que verdaderamente desean las personas y como hacer que ellas nos elijan entre las demà ¡s. Es asà ­ que nace el Marketing polà ­tico, que competente a la investigacià ³n exhaustiva que se puede dar para generar un plan, una buena imagen pà ºblica, un buen departamento de marketing de un partido e innumerables caracterà ­sticas que se ven involucradas en este tema de mucha importancia para el triunfo electoral y la continuidad del mismo. En esta monografà ­a tendremos conocimiento de informacià ³n importante. Como podemos comprobarlo desde el primer capà ­tulo, el cual es referente al marketing polà ­tico en sà ­, luego un pequeà ±o contraste que se darà ¡ con el marketing comercial y tambià ©n la especializacià ³n o profesionalizacià ³n de los asesores de campaà ±a caracterizando en ellos tres rasgos importantes a detallar. Continuando con ello se explicarà ¡ cà ³mo es la organizacià ³n del departamento de Marketing en un partido polà ­tico y como es que se debe llevar para que las estrategias que se quieran aplicar se puedan hacer. Todo ello nos serà ¡ fà ¡cil de entender mediante los diversos grà ¡ficos que se presentarà ¡n, conociendo las necesidades a nivel de servicios ejecutivos y de servicios de asesorà ­a, en el departamento antes mencionado. Le sigue el tercer capà ­tulo en el cual se abarcan las tà ©cnicas de venta polà ­tica, el cual ayudarà ¡ al candidato, o, si es mal aplicada puede no favorecerlo, sobre todo este à ºltimo se puede dar si existe algà ºn tipo de negativismo sea en el partido, en el mercado polà ­tico o en el mismo candidato; es recomendable que se sepa vender en actos pà ºblicos. Seguidamente le acompaà ±a a las tà ©cnicas de venta polà ­tica el cuarto capà ­tulo importante que es la publicidad polà ­tica, donde explica lo mas importante en la publicidad de un partido que es el mensaje que debe vender al pà ºblico y seguidores, junto a los diseà ±os visuales y los medios que se usaran para hacer de la publicidad su fuerte en las elecciones que participen; cabe recalcar que en el mundo moderno y cambiante en que vivimos no lo podemos dejar de lado o incluirlo en otra parte como si no fuera trascendental. La publicidad en la Internet es muy importante e influyente mà ¡s aà ºn en las redes sociales. Finalmente el quinto capà ­tulo el cual es un complemento de los capà ­tulos anteriores, en el cual se encontrarà ¡ informacià ³n complementaria sobre las campaà ±as electorales. Tambià ©n se describirà ¡ la publicidad que se debe utilizar junto con estrategias de campaà ±a a desarrollar; en este mismo se insertarà ¡n muchas de las ideas mencionadas a lo largo de la monografà ­a. A travà ©s de este trabajo se entenderà ¡ el marketing polà ­tico desde sus conceptos hasta su explicacià ³n del porque se da. Como por ejemplo nos recuerdan que â€Å"el marketing polà ­tico es un juego disputado en la mente del elector. Quien gana ese juego, triunfa en la polà ­tica.† (Zepeda, 2002) CAPà TULO I. MARKETING POLà TICO El Marketing se enfoca en el anà ¡lisis de los gustos que realmente tienen los consumidores pretendiendo establecer sus necesidades y deseos; generando asà ­ una influencia en el comportamiento y sobre todo en las decisiones que estos desean realizar. (Microsoft ® Student, 2010) Siendo ello tambià ©n se afirma que el marketing polà ­tico es un producto de la segunda mitad del siglo XX; cabe precisar que en su mayorà ­a los autores nos mencionan ni explican una definicià ³n exacta referente al Marketing pues estos se evocan mas en las tà ©cnicas y estrategias que se pueden dar, para asà ­ obtener las necesidades y gustos (no siempre reales) de las personas y satisfacerlos con estas tà ©cnicas o estrategias; tambià ©n sirve para generar nuevas necesidades. Sin embargo se puede inferir que el marketing polà ­tico es el conjunto de todas estas tà ©cnicas de investigacià ³n, planificacià ³n y comunicacià ³n que nos mencionan pero aplicadas hacia una campaà ±a polà ­tica con las tà ¡cticas correspondientes para las elecciones. 1.1. MARKETING POLITà CO VS MARKETING COMERCIAL Antiguamente se creà ­a que el marketing polà ­tico y el comercial eran iguales; sin embargo luego de anà ¡lisis se pudo inferior que son distintos y no se puede decir que es igual pero sà ­ similares. Si bien es cierto en los dos tipos se tiene que ofrecer algo hacia unas personas y ayudarse de estrategias para que acepten en el primer caso a un candidato y en el segundo a un producto o servicio. La persuasià ³n que las personas tengan hacia los candidatos es distinta debido a que cada uno piensa desde diferentes enfoques, pues al candidato que elijan estarà ¡ en un cargo determinado por un periodo mà ­nimo (como si fuera un contrato forzoso) y el producto o servicio si ya no lo desean lo pueden cambiar o descartar cuando quieran. 1.2. ESPECIALIZACIÓN Con el transcurrir del tiempo los especialistas en el marketing polà ­tico se han ido implementando en ciertos partidos polà ­ticos, como es de saberse antes se tenà ­an miembros del partido en cargos importantes; sin embargo estos no eran los mà ¡s idà ³neos para el cargo que le correspondiera. Dado los partidos se dieron cuenta que necesitaban gente mà ¡s especializada se inicio la seleccià ³n de personas en cargos que necesitan tener conocimientos fundamentales. En ello se seleccionaba a los especialistas en marketing y tambià ©n en marketing polà ­tico (en ese entonces eran pocos) con lo que se fueron especializando en dicha rama polà ­tica y todo ello avanzando a la par con la tecnologà ­a de las comunicacià ³n y se especializan en cada etapa especifica de la campaà ±a que desarrollen. Es por ello que Lourdes Martà ­n nos comenta que â€Å"hay tres rasgos que caracterizan la profesionalizacià ³n del marketing polà ­tico: la especializacià ³n, la ausencia de afiliacià ³n o lealtad partidista y la existencia de formacià ³n ajena al partido para aprender el oficio† (Salgado, 2002) CAPITULO 2. ORGANIZACIÓN DEL DEPARTAMENTO DE MARKETING DE UN PARTIDO POLà TICO Como vimos en el capà ­tulo anterior, referente a la especializacià ³n, donde se tiene mucha importancia con el tipo de persona que integre los cargos del partido; es lo que conlleva a generarle mayor importancia a la organizacià ³n del partido y sobre todo en el departamento de Marketing donde debe estar todo integrado y contar con diversa acciones y tà ©cnicas. En este departamento debe de esta formador por ciertos servicios ejecutivos y tambià ©n unos de asesorà ­a (tal como lo vemos en la Ilustracià ³n 1); entre los servicios ejecutivos encontramos el servicio de Anà ¡lisis Electoral, de Actos Pà ºblicos, de Publicidad Polà ­tica, de Relaciones Pà ºblicas y Comunicacià ³n, de Formacià ³n y Entrenamiento, de Logà ­stica y el Servicio Financiero; dentro del servicio de Asesorà ­a se encuentra el Servicio de Asesorà ­a Jurà ­dica, de Informacià ³n y Documentacià ³n y tambià ©n el Servicio de Planificacià ³n y Control. Ilustracià ³n 1 Organizacià ³n del Departamento de Marketing Polà ­tico Fuente: (Saiz, Marketing Polà ­tico, 2003) 2.1. SERVICIO DE ANà LISIS ELECTORAL En este servicio se tiene que verificar la informacià ³n, que esta sea correcta, para que se pueda lograr el objetivo cuando se tomen las decisiones. Por lo cual se dan funciones importantes como es el analizar los perfiles tipo de los electores, establecer con ello los segmentos del mercado meta ayudà ¡ndose de los intereses del partido, tambià ©n se encarga de prever la cantidad de votos que puede tener en determinadas elecciones. Todo ello se puede ver en la organizacià ³n de este servicio de anà ¡lisis, que tiene como consecuencia la produccià ³n, documentacià ³n, investigacià ³n de campo y los servicios comunes que se reflejan en la ilustracià ³n 2 donde nos damos cuenta que se relacionan debido a que uno es consecuente al otro. Ilustracià ³n 2 Servicio de Anà ¡lisis Electoral Fuente: (Saiz, Marketing Polà ­tico, 2003) 2.1.1. PRODUCCIÓN En el servicio de anà ¡lisis Electoral se tiene que iniciar por la produccià ³n, dentro del cual se detallan tres partes muy importantes de esta à ¡rea si asà ­ la deseamos llamar, primero, el planificar, luego, el ejecutar y por à ºltimo el analizar. Iniciando la Produccià ³n se debe planificar todo lo que se va a realizar referente al estudio de mercado junto con las tà ©cnicas y mà ©todos que se usaran, las personas que lo realizaran, cuà ¡nto demandara, cuà ¡ndo se realizarà ¡ (todo previamente cronometrado en el tiempo), materiales que se necesitarà ¡n y usarà ¡n, y, las instrucciones a los entrevistadores (con ayuda de materiales grà ¡ficos que faciliten el entendimiento). Seguidamente se da la ejecucià ³n de lo planeado anteriormente en dos partes la documental y la de investigacià ³n; en la primera se realizan estudios estadà ­sticos en cual nos brinden informacià ³n sobre la parte interna y externa del partido polà ­tico; en segunda parte se ve el anà ¡lisis del campo lo que se obtuvo gracias a los cuestionarios, evaluando la muestra de los potenciales electores. Finalmente en la produccià ³n se analizan los resultados que se obtuvieron en todos los procesos para que se pueda informar debidamente al director del departamento, dando una copia al à ¡rea de asesorà ­a (servicio de informacià ³n y documentacià ³n) para que den ideas en las acciones de marketing a tomar por el partido; en este informe se adjuntaran los grà ¡ficos, aportes adicionales y memorà ¡ndum con las recomendaciones. 2.1.2. DOCUMENTACIÓN Esta à ¡rea està ¡ encargada de verificar como es que va el candidato mediante los sondeos, ya sea interna o externamente. Cabe recalcar que dicha informacià ³n debe estar archivada y correctamente ordenada para que si posteriormente otra à ¡rea necesite la informacià ³n la pueda tomar con facilidad para analizar las estrategias. Tambià ©n es su obligacià ³n de tener informacià ³n de otras fuentes ya sean pà ºblicas o privadas que demuestren valores importantes para el partido polà ­tico. 2.1.3. INVESTIGACIÓN DE CAMPO Esta es el à ¡rea mà ¡s importante, puesto que es la que se dedica a analizar los resultados que se puedan obtener del mercado electoral; su trabajo està ¡ subdividido en dos à ¡reas, la cualitativa, sobre las reuniones en grupo que realizan y la cuantitativa sobre los distintos sondeos de opinià ³n para que obtengan datos estadà ­sticos. Normalmente se tienen de uno a dos responsables de todo el trabajo (và ©ase ilustracià ³n 3), siendo las encuestas realizadas preferentemente por personas del partido (para que no tergiversen los datos). Ilustracià ³n 3 Trabajo de campo Fuente: (Barranco Saiz, 2003) 2.1.4. SERVICIOS COMUNES Son los cuales les corresponden a todos los grupos pues es acerca de los cuestionarios y los resultados que estos puedan otorgar; para poder prever los votos que se puedan obtener en las elecciones. 2.2. SERVICIOS DE ACTOS PÚBLICOS Se da en tres actividades concretas, la primera es la Planificacià ³n de los actos pà ºblicos, en el cual se tienen que verificar, evaluar y designar todo que està © relacionado con el mitin programando una especie de agenda o fichero donde se detalle los lugares disponibles para el mismo. Cabe recalcar que el orden de prioridad de los locales se da de forma ascendente para los que està ©n completamente disponibles y gratuitos. Tambià ©n se encuentra la planificacià ³n de necesidades de materiales que contribuyan con la presentacià ³n del local y lo correspondiente a la obtencià ³n de permisos y autorizaciones para poder realizar estos encuentros pà ºblicos. La Ejecucià ³n es la segunda actividad que se realiza en este campo el cual consta de la comprobacià ³n de lo que se realizà ³ en la primera actividad verificar si la informacià ³n es real. Esta persona serà ¡ el jefe del acto especà ­fico que se realice y tendrà ¡ que coordinar con miembros del partido que residan en el lugar donde se realizara el mitin. Entre los servicios de actos pà ºblicos se encuentran los servicios especiales se le denomina asà ­ puesto que tienen por misià ³n controlar todo el desarrollo del evento como la seguridad, el orden (interno y externo al local), la venta de objetos relacionados al partido, ubicacià ³n de los asistentes y la organizacià ³n de los oradores. 2.3. SERVICIOS DE PUBLICIDAD POLà TICA Se basa en los estudios que haya realizado el servicio de Anà ¡lisis conforme a la evaluacià ³n a los electores sobre el partido y acerca de los que compite. Tiene grupos de trabajo el primero es la planificacià ³n en la cual se determinan los objetivos publicitarios y la campaà ±a a nivel nacional, regional o local; junto con las fechas de plazos a realizar y el presupuesto. Otros grupos del servicio de publicidad polà ­tica se encuentran los Medios son los que adecuan los deseos hacia los medios que se tienen y contratando la aparicià ³n de la publicidad en distintos medios. Continuando la produccià ³n se encarga de hacer realidad lo que se planificà ³ pues su labor es poner la campaà ±a en marcha con el material necesario para ello. Y por à ºltimo el Control es el que controla la campaà ±a tà ©cnicamente pues verifica lo que se publicarà ¡ y cuà ¡ndo se realizarà ¡. 2.4. SERVICIO DE RELACIONES PÚBLICAS Y COMUNICATIVAS Tiene tres actividades principales como el mantenimiento del banco de datos de medios de comunicacià ³n social, en el cual se ve la base de informacià ³n actual de la prensa en fichas explicativas. La siguiente actividad es la relacià ³n con dichos medios en los cuales se tienen los contactos y actos pà ºblicos sobre el candidato para luego publicarlo. Y por à ºltimo la redaccià ³n de textos electorales que tengan interà ©s en la campaà ±a electoral que se realiza y creacià ³n de nuevos artà ­culos que se podrà ¡n enviar a distintos medios adecuà ¡ndolo a las caracterà ­sticas del mercado electoral. 2.5. SERVICIO DE FORMACIÓN Y ENTRENAMIENTO Ilustracià ³n 4 Servicio de Formacià ³n y Entrenamiento Fuente: (Barranco Saiz, 2003) CAPITULO 3. TÉCNICAS DE VENTA POLà TICA En este capà ­tulo como el titulo menciona se abordarà ¡ acerca de las tà ©cnicas de venta polà ­tica que serà ¡n utilizadas por el candidato para que pueda convencer a las personas a que lo elijan (que voten por à ©l), aplicadas tambià ©n en lugares pà ºblicos tambià ©n cuenta la imagen que darà ¡n en debates o reuniones pà ºblicas; todo ello puede maximizar los votos como tambià ©n contraerlos. La reduccià ³n de los votantes se da por algà ºn tipo de negativismo que se dà ©, ya sea por parte del partido en sà ­, pudiendo ser por la mala imagen que puedan estar dando en ese momento mà ¡s que nada por ideas que no concuerden con la realidad o necesidades de los votantes; tambià ©n puede ser el negativismo del mercado polà ­tico por ideas que el elector creà ­a sobre el partido pero como no se las resolvieron tiene cierto rechazo por el mismo o tambià ©n porque cree que no concuerdan con sus ideas. Por à ºltimo se puede dar el negativismo del mismo candidato, el cual se da frecuentemente, sea un negativismo verbal en el cual tiene problemas de comunicacià ³n oral o con ciertas frases no motiva al pà ºblico, tambià ©n puede darse un negativismo fà ­sico con los gestos que pueden afectar al pà ºblico. 3.1. TÉCNICA AIDA Esta tà ©cnica cuenta con cuatro fases bien definidas, las cuales son la de atencià ³n, interà ©s, deseo y accià ³n; para poder tener la nocià ³n de dicha tà ©cnica podemos ver en la ilustracià ³n 5 lo que conllevan los niveles como la captacià ³n de la atencià ³n, captacià ³n del interà ©s, logro del deseo, remate de la accià ³n. Todo ello relacionado con la preparacià ³n del discurso los mà ©todos a usar y el contraste que se da en muchos momentos. La fase de atencià ³n es el intentar captar toda la atencià ³n posible hacia à ©l psicolà ³gicamente puesto que la atencià ³n fà ­sica que pueda tener siempre es momentà ¡nea preparando asà ­ los discursos ideales para la captacià ³n del votante con temas de interà ©s y enfocado al grupo social que va dirigido en ese momento; tambià ©n se debe despertar la atencià ³n si alguno no la tuviese y mantener la de todos frente a ellos. Para generar esa atencià ³n muchas veces se valen de ciertas tà ©cnicas como el comentar una noticia actual de interà ©s mutuo, felicitar a los participantes por algo que hayan logrado y por lo que hayan apoyado en el partido, vincular temas con el lema de la campaà ±a polà ­tica, aà ±adir momentos de silencio en los discursos que se dan agregando cierta persuasià ³n a indispuesto por breves segundos. Se debe confeccionar una pequeà ±a agenda con el esquema que se realizara en esa fecha y los ofrecimientos que se vincularà ¡n para que se pueda generar la participacià ³n del pà ºblico que se encuentre en ese momento. Ilustracià ³n 5. Relacià ³n de la tà ©cnica Aida Frente a los votantes Elaboracià ³n: Propia Fuentes: (Barranco Saiz, 2003) 3.2. ARGUMENTARIO POLà TICO Y PERSUACIÓN Es la exposicià ³n verbal de las ventajas que sustenten el motivo por el cual los electores dan su voto. Se aà ±aden las frases que motivan a los votantes, cualidades del partido, nivel de los votantes y la situacià ³n sociopolà ­tica. El lenguaje que se deben utilizar debe ser directo, claro y contundente. La voz del orador debe ser clara, pausada, evitar frases largas, tener buena vocalizacià ³n y pronunciar bien. Los argumentos a utilizar pueden ser informativos que suelen ser neutros y no siempre son adecuados para transmitir ideas polà ­ticas; là ³gicos porque se puede tener conclusiones para ello las personas deben estar intelectual y psicolà ³gicamente preparados, que son à ºtiles para personas de menor nivel cultural. La persuasià ³n es un proceso en el cual se intenta influir en las motivaciones que tenga una persona, y esto se logre a travà ©s del mensaje del candidato polà ­tico. 3.3. ACTOS PÚBLICOS El acto pà ºblico mà ¡s importante es el mitin sin embargo no es la à ºnica en cual el partido debe dedicar sus esfuerzos; cuantitativamente hablando son poco eficaces puesto que la muestra puede ser muy pequeà ±a o quizà ¡s poco referencial, sin embargo ayuda a animarlos desinteresadamente al marketing polà ­tico, para que asà ­ se vuelvan colaboradores indirectamente. Se debe considerar el local, los oradores, la audiencia, los informadores y el servicio de seguridad en la realizacià ³n de un mitin. CAPà TULO IV. LAS CAMPAÑAS ELECTORALES Para tener una buena campaà ±a, el polà ­tico debe poder organizase para que pueda estar verificando la misma con distintas formas de comunicacià ³n. Lograremos entender lo que realmente es la publicidad polà ­tica, cà ³mo es que se estructura una campaà ±a, que tiene como consecuencia una estructura que va a la par con el plan general que se tenga estipulada para la campaà ±a y evaluar tres puntos importantes: la sede central, la financiacià ³n y el personal que formara parte de esta referida campaà ±a. 4.1. PUBLICIDAD POLà TICA Es una herramienta que sirve de mucho con las tà ©cnicas que presentan, las cuales nos ayudan a convencer al elector; la cual antiguamente se le denominaba propaganda, sin embargo su mejor denominacià ³n es el de publicidad polà ­tica en la cual se convence con la ideologà ­a para captar los votos del mercado polà ­tico y luego poder segmentar el mismo. Para poder definir los objetivos de la publicidad polà ­tica a desarrollar se debe de tomar en cuenta las respuestas a estas preguntas:  ¿Quià ©nes queremos que sean nuestros seguidores y votantes?  ¿Quà © es lo que queremos transmitir a los electores?  ¿Quà © queremos probar a los votantes?  ¿Cà ³mo se realizara la comunicacià ³n?  ¿Cuà ¡ndo y con quà © tanta frecuencia se realizara la comunicacià ³n? Todas estas preguntas deben ser respuestas con inteligencia para que se pueda asà ­ segmentar el mercado polà ­tico y definir cà ³mo es que se realizaran que estudios se usaran con el contraste de las realidades presentadas en el partido, programa y del mismo candidato; para mayor explicacià ³n podemos ver la ilustracià ³n 6, donde se centran las ideas hacia la investigacià ³n del mercado. Ilustracià ³n 6 Relacià ³n de la investigacià ³n del mercado Polà ­tico Elaboracià ³n: Propia Fuentes: (Saiz, Marketing Polà ­tico, 2003) 4.1.1. MENSAJE DE LA PUBLICIDAD POLà TICA El mensaje tiene que pasa por ciertos procesos como es el primero ver el Estudio de Mercado, luego analizar este mercado y obtener una informacià ³n razonable sobre este, y, por ultimo obtenemos el menaje (và ©ase ilustracià ³n 7). Este mensaje debe tratar de comunicar las ventajas del partido, del candidato, del programa electoral. Para lo cual se debe realizar una lista, sea subjetiva o guià ¡ndose de las tà ©cnicas profesionales, empezando desde las ideas mà ¡s generales hasta llegar a mà ¡s concretas: esto quiere decir que, primero se abarca el tema emocional y luego se toma lo mà ¡s racional (correspondiente a la explicacià ³n del programa electoral que piensa desarrollar). Una vez finalizada la lista, se precederà ¡ a analizar la informacià ³n, evaluando cuales son las ideas que no deben ir para su retiro inmediato, porque esto puede generar problemas de interpretacià ³n negativa de los votantes, para ello nos recomiendan que busquemos â€Å"la correlacià ³n ventajas/deseos del mercado electoral† (Barranco Saiz, 2003) Ilustracià ³n 7 Proceso de la Elaboracià ³n del mensaje El mensaje debe ser consistente para que se pueda motivar al elector y sea impulsado a votar por este candidato; esto nos hace pensar en las etapas del AIDA que vimos anteriormente pero ahora aplicado al mensaje. Iniciando la primera fase de Atencià ³n; la publicidad puede atraer electores nuevos (que muchas veces no se dan cuenta de ello) gracias al Marketing aplicado (porque se influencian en detalles de la publicidad) tambià ©n tiene electores voluntarios (que le interese el mensaje) los cuales muchas veces son atraà ­dos por pequeà ±as incertidumbres que dejo en algà ºn discurso anterior. La Fase de Interà ©s es la que continà ºa a este proceso para elaborar el mensaje pues es ello lo que se tiene que hacer que el votante tenga hacia el mensaje y pueda asimilarlo. Por lo cual como definà ­amos anteriormente, la segmentacià ³n de mercado polà ­tico, podremos adaptar el mensaje principal para cada segmento especà ­fico dà ¡ndoles lo que ellos quieren. 4.1.2. DISEÑO DEL ANUNCIO VISUAL Este diseà ±o debe contar con las caracterà ­sticas referentes a la investigacià ³n que se haya realizado sobre lo que motiva a la mayorà ­a de personas. Debe tener una distribucià ³n correcta del anuncio con ilustraciones, titulares, el texto y el logo. 4.2. ESTRUCTURA DE LA CAMPAÑA Se debe elegir la forma de la organizacià ³n y evaluar las desventajas que està © presente, se da mediante un plan general de campaà ±a de las cuales son consecuentes actividades del equipo correspondiente mediante la eleccià ³n de la organizacià ³n como se habà ­a mencionado y el nombramiento de dos puestos clave como el director de la campaà ±a y el coordinador del campo que anteriormente lo habà ­amos detallado. Tambià ©n se debe elegir la sede central de la campaà ±a a realizar indicando tambià ©n la organizacià ³n de la misma, pudiendo identificar la diferencia entre los problemas que se den en la localizacià ³n y otras cuestiones tipo material. Y a su vez verificar el problema de la financiacià ³n sobre los costos de la campaà ±a, los fondos y la gestià ³n financiera en sà ­. Otro punto importante de definir en una estructura de campaà ±a debe detallarse el personal con el cual se debe contar, necesariamente se requiere personal especializado. CONCLUSIONES El Marketing polà ­tico està ¡ especializado con ayuda del marketing en los partidos, candidatos y el mercado polà ­tico; en el cual se interactà ºan con los diversos medios necesarios para lograr una buena organizacià ³n. La organizacià ³n del Departamento del marketing es muy importante para un partido polà ­tico pues es la mà ¡s importante, la que define los mensajes, la publicidad y todo lo que es consecuente al marketing polà ­tico en sà ­. La eleccià ³n de las personas en los cargos del partido es muy importante que sean especializadas y no solamente personas cercanas al partido puesto que si se quiere tener un mejor partido se debe contar con el mejor personal el cual puede aportar mà ¡s que una persona conocida en el partido. La publicidad es muy importante para la captacià ³n de personas que se fijan en pequeà ±os detalles del partido los cuales pueden atraer a las personas mà ¡s seguras. El mensaje es importante que se pueda plasmar en la forma que le sea fà ¡cil de entender en los distintos segmentos que se hayan subdividido el mensaje debe llegar a todas las personas, es por eso que se adecuan al segmento del mercado polà ­tico. BIBLIOGRAFà A Barranco Saiz, F. J. (2003). Marketing Polà ­tico. Pirà ¡mide. Microsoft ® Student. (2010). Marketing. Saiz, F. J. (2003). Marketing Polà ­tico. Madrid, Espaà ±a: Pirà ¡mide. Saiz, F. J. (2003). Marketing Polà ­tico. Salgado, L. M. (2002). Marketing Polà ­tico. Barcelona, Espaà ±a: Editorial Paidà ³s Ibà ©rica, S. A. Zepeda, A. V. (2002). Decà ¡logo del marketing polà ­tico. Revista Mexicana de Comunicacià ³n , vol. 15 (issue 78), 16-20.

Searching for Teachers :: Online Communities Web Essays

Searching for Teachers Section I- What I Know? When I was first assigned to write about online communities I thought the first thing I need to find out is, "What is an online community?" I was told online communities are places where people come together and communicate online. After I found out what online communities are I had somewhere to start, know the question is "What is my online community experience?" That is not a hard question being that I do not have much experience with online communities. My computer experience is somewhat limited. I have done some research on the computer, but as far as living in a community online or even visiting a community online I have very little experience. On a few occasions I have visited some chat rooms. I've heard a lot about online chat rooms and I've heard chat rooms are supposed to be the "in" thing know-a-days. This is one aspect of online exploring that doesn't interest me so much. I think the name "chat rooms" should be changed. Yes, it is a place where people go online and "chat", but I think it should be called the "creative world." Chat rooms are a great place for people to explore their creative side. Anyone can go into a chat room and create a different life for themselves or just create different stories. My cousin for example goes on line and "chats" with people. She doesn't necessarily create a different life for herself, but she does create different ways to avoid telling people about herself. She may talk to the same person for months and never even tell them whether she is female or male. She just creates new ways to avoid the questions. I believe in a way it keeps her stimulated, it lets her explore her creative side. It stimulates her imagination. Most of what I know about the Internet comes from what others have told me. Until recently I didn't use the Internet often. It is not like I am on all the time now, but I've just recently started exploring more and fearing less of the Internet. I was very intimidated and in a way I still am. But it is always fun and exciting to explore, after all that is who America got discovered.

Computers in the Classroom :: Education Teaching

Computers in the Classroom Technology is increasingly becoming part of our everyday life. We can think back to a time when we did not even know what a computer was and all we had was the telephone, radio, and television. Now, we cannot go a day without using my computer and the internet to do something that we need to get done. When did it all change? Everything is happening so fast. We remember going to school and all that we were allowed to use was paper and pencil and we are only twenty and twenty-two years old. When we think about how quickly things have changed, we can only image what it’s going to be like for the next generation. Everyday there is something new coming out into the technology market whether it be, an upgrade to a software package or a new model for a computer. We have come to the realization that as soon as we buy a product, such as a new computer or printer that within a month or less, it is essentially out dated. The reason for that is that as soon as the companies such as Hewett Packard put a new product out on the market, they have already begun work on a new model to improve the one that they just put out. Not only have computers become part of everyday life; they have also become an essential part of instruction in the classroom for both teachers and students. Throughout this paper, we will be discussing several different aspects of why computers are important tool in the classroom. The job of a teacher is to engage students in learning. Computers are engaging learning tools because they reinforce the concepts which are being taught in the classroom. In the past ten years from Kindergarten through college, teachers and students have embraced information technology. Eight-five percent of children know more about computers and the Internet then both their parents (http://www.davidpearcesnyder.com/computers_and_classrooms.htm, n.d). When computers are used in an interactive mode it enhances the average young person’s ability to learn. Some examples of inactive mode include video games, educational games, and chat rooms. In addition, CD-ROMs allow students to learn to read faster and retain more information. In high school, three fourths of students prefer researching school assignments on the Internet (http://www.

Genji Monogatari or The Tale of Genji Essay

Unit 3: Analysis of Fiction This Unit Activity will help you meet these educational goals: 21st Century Skills—You will use critical-thinking and problem-solving skills, employ online tools for research and analysis and communicate effectively. Introduction Literature has long been a major source of information and entertainment. Learning to analyze literary work systematically can significantly add to your enjoyment and appreciation of literature. The aim of literary analysis is to extract information about a work of literature from the text itself. Literary analysis essentially involves a detailed examination of the text to answer predefined types of questions, including what the author intended to say or why and to what effect he or she used a certain literary device. Such an analysis helps not only to identify narrative elements such as theme, plot, and setting in a fictional work but also to reveal the author’s purpose and viewpoint and the cultural and social factors influencing the author. __________________________________________________________________________ Directions and Analysis Task 1: Analyze Literary Elements in Genji Monogatari Genji Monogatari, or The Tale of Genji, is a Japanese novel written in the early eleventh century that tells the story of Genji, the son of a Japanese emperor. Genji is considered to be one of the first psychological novels. Read the first four chapters of part I of Genji Monogatari (â€Å"The Paulownia Court,† â€Å"The Broom Tree,† â€Å"The Shell of the Locust,† and â€Å"Evening Faces†), which has been translated into English by Edward Siedensticker. Another version of this same translation can be paged through online. You can also find a paper copy of the book in your school library or a bookstore. After reading the translation, analyze and describe the theme of the novel as revealed in the first four chapters. Type your response here: The Theme of this story is Genji spends much of his time writing poems to women he is attracted to, but who have little interest in him; most of them know that nothing positive would come of an affair with him, and so resist the impulse as much as possible, although they often had similar feelings toward Genji. His numerous affairs often involved women from outside the court, behavior which was scandalous for a person of his position, so his affairs are usually conducted in complete secrecy, which he took considerable trouble to maintain. Each affair is significantly different in character from the others, though; a factor which keeps this pattern from becoming repetitive and boring. For instance, at one point he lusts after a princess after hearing her play beautiful music on the zither; he quickly declares his love for her in a flurry of letters, which she never answers. However, the more he finds out about her, the less he likes her, but he cannot help feeling guilty after his ardent pursuit, and he maintains the relationship long after his feelings have waned. In one of his last affairs, he is on the receiving side of the attentions of an elderly lady; he has to think of creative ways of dodging the situation, without a loss of face for either party. The last section, after Genji’s death starts out like an uncertain epilogue, but it soon takes on a life of its own, and the failings of the environment portrayed there only heighten the allure of that of Genji himself. The problems that seemed so double-edged when they were Genji’s pale beside the blunders and the folly of his descendants, and only make him look better in retrospect. This can lead to nostalgia for his sphere, and against it the troubles of the inhabitants of the later chapters seem both fated and pitiable. Some contemporary readers feel that the author may have used his series of  affairs simply as a device, to allow her to present a range of youthful love’s folly, in a series of devastating portraits, ranging from tragic obsession to utter, hilarious disaster. Some feel that the ‘Tale of Genji’ is not so much about Genji as it is about the women he interacts with in his life – their feelings, their experiences, their fates. Much as they have large roles, though, it is to Genji that the narrative returns time and again. A major ambition of many members of the aristocracy in the world of Heian court was to present a daughter to the Emperor, or his Heir Apparent; the supreme goal of a non-imperial noble was to be the grandfather (via his daughter) of an Emperor. As a result, the Emperor usually had a range of recognized relationships with women, not so much as a result of sexual acquisitiveness, but because he was virtually required to make his prestige relatively widely accessible. These ladies did not all have equal rank; those on the lowest rungs had a birth rank which was too low, and they also lacked the necessary political support. 1. In the table below, list the characters in the first four chapters, identify their types, and describe their traits. Type your response in the table: Character Type Character from Genji Character Trait(s) protagonist Prince Genji The eponymous hero of the tale, he is the son of an emperor (usually referred to as Kiritsubo Emperor) and of a low-ranking imperial concubine (known to readers as Lady Kiritsubo or Kiritsubo KÃ… i). antagonist Emperor Kiritsubo Genji’s father, who despite the large social gap between him and the Kiritsubo Lady, maintains an unwavering devotion to her, tragically exposing  her to the jealousy of his other consorts. minor character Lady Kiritsubo Genji’s mother and the favorite of Emperor Kiritsubo, Lady Kiritsubo is disadvantaged at court because she lacks parental support. Her father, a Grand Counselor, is already dead at the beginning of the narrative, and her mother cannot provide her with political support. s tatic character Lady Murasaki She is the daughter of Prince HyÃ… bu by a minor consort and related to Fujitsubo on her father’s side (HyÃ… bu is Fujitsubo’s brother, hence Murasaki is Fujitsubo’s niece). dynamic character ShÃ… nagon She is Murasaki’s nurse and most important protector after the grandmother. 2. Analyze the development of the plot in the first four chapters. Note the major events in the first four chapters in the order in which they occur. Type your response here: Part One: Genji is born as the second son for the Emperor, the son of a beloved concubine of the Emperor, known as the Lady Kiritsubo, whose father is dead, and who depends on the Emperor for all her status. However, Genji’s birth raises the ire of the mother of the first son, a lady of much higher rank. Genji’s mother dies soon afterwards, and as the Emperor likes Genji, he is raised within the Court, becoming a very accomplished as well as good-looking young man. The Emperor would like to do more for Genji, but he cannot because of the power of the first son’s mother. His father worries about his son’s future, since he has no powerful family behind him, so he makes him a commoner, and part of a non-royal family, giving him the last name â€Å"Minamoto†. (This is the origin of Genji’s ‘name’: ‘gen’ is an alternate reading of the character for his given last name, and ‘ji’ means ‘name’; so â€Å"Genji† roughly means â€Å"bearer of the Minamoto name†. It is not his actual name, though.) This allows him to serve as a government official;  in writing terms, this device also allows him to belong to both realms, and thereby gives him an increased scope as a character. As a young man, Genji is forced into a marriage of convenience with the daughter of a powerful court figure, but he is never really happy with her, although they do eventually have a son, Yugiri. Instead, he falls in love with one of the Emperor’s concubines, Fujitsubo; she strongly resembles his own dead mother (which is why the Emperor, who adored Kiritsubo, brought her to court). He has his first illicit affair with her; she becomes pregnant as a result, and gives birth to a boy. The child’s true parentage is kept secret, and he is by the Emperor as his own son, eventually ascending to the throne himself. Although feeling guilt because of this affair, Genji goes on to have numerous other affairs with a large number of other court ladies. One of them is the Lady Murasaki, who is Fujitsubo’s niece; she had been placed in his care when she was a girl, and he raised her to be his ideal lady. Genji’s wife eventually dies, and he then marries Murasaki. Finally, the exposure of Genji’s adultery with a concubine of the new Emperor (who had succeeded Genji’s father), a lady of another court faction (which includes the mother of the new Emperor, the old Emperor’s first son) results in his being exiled for a period. Although the Emperor is not much put out, he is forced by propriety to send him away; since he is in disgrace, Genji must leave Murasaki behind. After a short period in exile in Suma and Akashi, Genji returns to the capital, where his son with Fujitsubo has now become Emperor. As a result, since the new Emperor knows Genji is his real father, Genji rises high in status and position, being appointed to a high official rank. He uses his power and wealth to bring benefits to the women he has loved, including bringing them to live in a palace, a magnificent complex of four interconnected mansions, one for each of the four seasons, and each housing one of his ladies. His focus becomes advancing the careers of his children and grand-children, and when he manages to get his daughter, the Akashi Princess (who was the outcome of an affair with a wealthy merchant’s daughter in Akashi) presented at court, he has reached the zenith of his power and influence. Part Two: The previous Emperor, now retired and planning on entering a monastery, had placed his daughter in Genji’s care; Genji, moved by the fact that this girl, like Lady Murasaki, is also a niece of his first love, Fujitsubo, agrees to marry her too. However, the girl is very immature, casting him back on his love for Lady Murasaki. However, now that Genji has an ‘official’ wife, and one of high breeding, that forces Lady Murasaki into seclusion. Genji cannot afford to slight his ‘official’ wife, the daughter of a retired Emperor, but when Murasaki becomes ill, he abandons the daughter for a lengthy period to look after Murasaki. While he is doing so, however, Genji’s nephew, one of the suitors who had been vying for the young wife’s hand before she married Genji, and has not given up his desire for her, eventually manages an affair with her; she becomes pregnant, and bears a son, Kaoru. Distraught at Genji’s anger, the boy’s mot her retires to a nunnery, and Genji in turn is forced to accept another man’s son as his heir; this causes him to repent for many of his own similar past actions. Meanwhile, Lady Murasaki, Genji’s real love and principal wife of more than twenty years (in reality, if not legally), who had long asked Genji’s permission to become a nun, and who is still ill, dies before getting the chance. Utterly devastated by this sequence of events, Genji begins preparations to take the vows himself, leaving the capital to enter a small mountain temple. Part Three: The Tale of Genji continues, although without Genji, who is assumed to have died in seclusion. In his place are Kaoru (his wife’s son with her lover), and Genji’s grandson Niou, the son of his daughter, the Akashi Princess (who is now Empress). These two carry on the Genji tradition of complex affairs of the heart. Kaoru considers entering the monastic life because he is  unable to come to terms with the world of his time. He begins visiting one of the princes, who likewise disappointed with court life, has gone into reclusion in Uji; Kaoru finds him a kindred spirit. While there, he finally hears the secret of his own birth, and he also meets the Prince’s daughter, Oigimi, to whom he is strongly attracted. After the death of the Prince, Kaoru proposes marriage to Oigimi, but she suppresses her own feelings for him, and instead encourages him to marry her younger sister, Nakanokimi. Kaoru, for his part, urges Niou to marry Naka-no-kimi, and Niou succeeds in seducing Naka-no-kimi. Kaoru tries to get Oigimi to agree to the marriage of Niou and Naka-no-kimi; however, the sisters come to feel that both men are trifling with them, and Oigimi decides to starve herself to death before she can reconsider her rejection of Kaoru. After her death, Niou is forced by intense political and parental pressure to take as his main wife a daughter of Genji’s son Yugiri. Kaoru now transfers his attentions to Naka-no-kimi, who reminds him of the dead Oigimi; she is tormented by his persistent wooing. She tries to interest him in Ukifune, her half-sister by a different mother, who also looks like Oigimi. When Kaoru sees her, he falls in love with her – but so does Niou, when he comes to visit. Kaoru succeeds in having an affair with her, but so does Niou. Kaoru would be the more important catch, but she is much more strongly drawn to Niou. Ukifune sees no solution to this tangle other than to drown herself in the river. On the verge of doing so, and suffering from amnesia from the stress, she is saved by a senior religious figure; she then goes to Ono in his company, and becomes a nun there when her memory partially returns. When Kaoru discovers where she is, she refuses to meet him; the story abruptly ends there. Part three: Genji’s curiosity is aroused by whoever might be in the house of yugao, so he sends Koremitsu to investigate, who reports back that To-no-Chujo had been  there and that a lady evidently resided within. Genji cannot resist, so he disguises himself and arranges a secret meeting through her maid, Ukon. Yugao is a very frail, submissive beauty, and Genji is reminded of To-no-Chujo’s rainy night story. Unlike To-no-Chujo, however, Genji is attracted by this gentility, and resolves to take her away. Unable to resist, and very frightened, Yugao is rushed off with Ukon to a deserted mansion. That night, Genji dreams of a jealous lady resembling Lady Rokujo, and when he wakes he sees an apparition by Yugao’s pillow. He tries to wake her, but she is no longer breathing. Genji panics, wakes Ukon and Koremitsu, but it is too late, she is dead. Koremitsu sends Genji back to his palace at Nijo and takes her body to a nunnery in the eastern hills for funeral rites. At Nijo, Genji is unsettled by recent events and cannot appear at court. He sets out on horseback with Koremitsu to see Yugao’s body, but on the return journey he feels ill and falls off his horse. The illness lasts for quite some time, and when he recovers he confirms with Ukon that Yugao was in fact To-no-Chujo’s mistress. Genji retains Ukon and asks her to find Yugao’s daughter, intending to raise her himself. The chapter end with a final poetic exchange with Utsusemi, whom Genji also loses. Task 2: Analyze Part I of Genji Monogatari Now read the remaining chapters of Part I. After you have finished, quote at least five examples of the use of imagery and symbolism in Part I. Type your response here: 1. Genji was suffering from malaria. He took four or five attendants along to visit a sage in the northern hills. He was a most accomplished worker of cures. 2. Then a pretty girl of perhaps ten ran in and complained to the nun in a weeping voice that Inuki had let her baby sparrows loose. That was the first time Genji saw the Murasaki-no-Ue. 3. The bishop gave farewell presents: a rosary of carved ebony which Prince Shotoku had obtained in Korea, still in the original Chinese box, wrapped and attached to a branch of cinquefoil pine; and several medical bottles of indigo decorated with  spray of cherry and wisteria. 4. It was still dark when Genji made his departure, going his word that he would come back. There was a heavy mist and the ground was white. Passing the house of a woman he had been seeing in secret, he had someone knock on the gate. There was no answer, and so he had someone else from his retinue, a man of very good voice, chant a poem of his. Though there was a poem g iven in response, no one came out. 5. Before Prince Hyobu, the father of the girl, came, Genji took the girl away to his Nijo residence in the middle of night. Genji worked hard to make them feel at home. He wrote down poems and drew pictures for her to copy. Task 3: Analyze Part II of Genji Monogatari Read Part II of Genji Monogatari. After you have finished, answer the following questions. a. Analyze the development of the plot in Part II. Note the major events in the order in which they occur. Type your response here: The ceremony of the initiation of the Third Princess took place at the end of the year. A large array of splendid gifts came from the Suzaku emperor and others. From Akikonomu came some combs, which had been sent by the Suzaku emperor when she married. The Day of the Rat fell on the twenty-third of the First Month. On that day, people celebrated the Genji’s fortieth birthday. Tamakazura came with some new herbs that promised long life. She had brought her two sons. Her young and beautiful face reminded Genji of his old age and his lost days. Towards the middle of the Second Month, the Third Princess came to Rokujo to marry Genji. Genji could not refuse the request of Suzaku who had been looking for someone to support for his daughter. There was also another reason that Genji was induced to marry her. For the Third Princess was a niece of Fujitsubo. In the Tenth Month, Murasaki made offerings in Genji’s honor. Choosing a temple in Saga, she commissioned a reading of the sutras for the protection of the realm. Ending the fast, a banquet was arranged at the Nijo residence and attended by many people in festive dress. The musicians took their places. Yugiri and Kashiwagi went  out and danced under a tree of plum rouge. As it had become true, he would like to withdraw from the world and go off into the deep mountains. The old nun’s grief was limitless. As she was the wife of Genji, it was forbidden love. Kashiwagi called the cat and took it up in his arms. Mewing prettily, it brought the image of the Third Princess back to him. a. Describe the events around Murasaki’s death? Type your response here: When Emperor IchijÃ…  died in 1011, ShÃ… shi retired from the Imperial Palace to live in a Fujiwara mansion in Biwa, most likely accompanied by Murasaki, who is recorded as being there with ShÃ… shi in 1013. George Aston explains that when Murasaki retired from court she was again associated with Ishiyama-dera: â€Å"To this beautiful spot, it is said, Murasaki no Shikibu retired from court life to devote the remainder of her days to literature and religion. There are sceptics, however, Motoà ¶ri being one, who refuse to believe this story, pointing out †¦ that it is irreconcilable with known facts. Murasaki may have died in 1014. Her father made a hasty return to Kyoto from his post at Echigo Province that year, possibly because of her death. Shirane mentions that 1014 is generally accepted as the date of Murasaki Shikibu’s death and 973 as the date of her birth, making her 41 when she died. Bowring considers 1014 to be speculative, and believes she may have lived with ShÃ… shi until as late as 1025. Waley agrees given that Murasaki may have attended ceremonies with ShÃ… shi held for her son, Emperor Go-IchijÃ…  around 1025. Murasaki’s brother Nubonori died in around 1011, which, combined with the death of his daughter, may have prompted her father to resign his post and take vows at Miidera temple where he died in 1029. Murasaki’s daughter entered court service in 1025 as a wet nurse to the future Emperor Go-Reizei (1025–68). She went on to become a well-known poet as Daini no Sanmi b. Why does Genji agree to marry the daughter of the Suzaku emperor? Why does their marriage fail? Type your response here: Genji’s marriage to the Third Princess, the favorite daughter of his elder brother Suzaku, emphasized Genji’s reasons for accepting this marriage and the ways in which it affected the relationship between him and Murasaki. However, it also prepared the ground for a further treatment of the relationship between Genji and Suzaku himself. Kokiden once planned to marry her much younger sister Oborozukiyo to her son, then still heir apparent. Before she could do so, however, Genji made love to the young woman himself (â€Å"Hana no En†), striking up with her a passionate, lasting affair. Suzaku knows that the two remain in touch even after his accession, and because he loves Oborozukiyo, the difference between possessing her person and her heart torments him. The opening passage of â€Å"Miotsukushi† makes these feelings clear. Genji has returned from exile and is about to sweep Suzaku aside, together with everyone who ever supported him. c. Name and describe three key characters who appear in this part of the novel (or whose roles have advanced in this part). What role do they play? What evidence from the text can you provide that they are round characters, and thus have an important role? How do they interact with and challenge or support the protagonist? Use this table to capture your answers. Type your response in the table: Key Character Role and Traits Interaction with Genji Textual Evidence Lady Fujitsubo first as a stepmother but later as a woman they fall in love with each other. Basically love at first sight They have a son together that is kept secret while she is married to the Emperor Kiritsubo now the little boy is crown she became Empress but Genji n her kept it secret Aoi no Ue His first wife and the daughter of the Minister of Left. She marries Genji when she is sixteen and he only twelve They have a son together name YÃ… «giri but dies after He engages in a series of unfulfilling love affairs with other women, but in most cases his advances are rebuffed, his lover dies suddenly during the affair, or he becomes bored of his lover. Murasaki She is the second wife and daughter of a provincial governor who probably belonged to a minor branch of the mighty Fujiwara clan. She served as a lady-in-waiting to the Empress Shoshi (a daughter of the powerful Fujiwara Michinaga), and was a literary contemporary and rival of Sei ShÃ… nagon she is a niece of the Lady Fujitsubo but marries after Aoi death he kidnaps her, brings her to his own palace and educates her to be his ideal lady — that is, like the Lady Fujitsubo.But he was expose about all his love affairs.Then she later die. Task 5: Analyze Part III of Genji Monogatari Now that you have read Parts I and II, complete the novel by reading Part III of Genji Monogatari. After you have finished, answer the following questions. In this part, the legacy of Genji continues. Genji, who has died in seclusion, is succeeded by Kaoru and his grandson Niou. Does the setting change in this part? If yes, how? What impact has the change had on the action and characters in the novel? Type your response here: Yes the setting has change because his son Kaoru and grandson Niou didn’t want to accept the Lord Inspector offer to marry his daughter but niou liked the step daughter of lord inspector. Kaoru is a retired emperor. They were into frangance and music. Genji had love affairs to all the women from father wives to brother wives to other wives. I guess hearing the expose of his love affairs Kaoru n Niou didn’t agree so they went on their own path. Task 6: Analyze the Setting Genji Monogatari has a foreign, historical setting. It is important to understand the culture and society in which a story is set to fully appreciate it. Use these resources to learn more about the era and the prevalent culture of that time: women in the pre-Heian era women in The Tale of Genji customs and court traditions during the Heian era Analyze the setting within the context of the era and culture in which the story is set. List important details that shed light on the setting of the story. Explain what each reference above reveals about the society or culture in which the story is based. Type your response here: Your introduction should state the focus of your essay, as well as the theme of the work. Think of the introduction as a roadmap that the essay will follow. The conclusions that are made along the way must be supported by thoughtful analysis and textual evidence from the piece. Use your notes and responses to the questions in the other tasks as raw material to stich together in this essay. Submit your essay as a separate document along with this activity. Evaluation Your teacher will use these rubrics to evaluate the completeness of your work as well as the clarity of thinking you exhibit. Task 1: Analyze Literary Elements in Genji Monogatari Concepts Distinguished (4 points) Accurately describes the theme of the story and the sequence of events Explains in detail how the narrative mode is appropriate to the story Lists multiple characters, including the protagonist, and describes their character traits in detail Proficient (3 points) Describes the theme of the story and the sequence of events Explains how the narrative mode is appropriate to the story Lists many characters, including the protagonist, and describes their character traits adequately Developing (2 points) Roughly describes the theme of the story and the sequence of events Roughly explains how the narrative mode is appropriate to the story Lists some characters, including the protagonist, and mentions their character traits Beginning (1 point) Attempts to describe the theme of the story and the sequence of events Attempts to explain how the narrative mode is appropriate to the story Lists very few characters and does not correctly describe the character traits of some characters Task 2: Analyze Part I of Genji Monogatari Concepts Distinguished (4 points) Thoroughly analyzes the use of imagery and symbolism in the story Deeply explores the significance of symbols used Provides abundant evidence to support analysis Proficient (3 points) Adequately analyzes the use of imagery and symbolism in the story Adequately  explores the significance of symbols used Provides sufficient evidence to support analysis Developing (2 points) Briefly analyzes the use of imagery and symbolism in the story Attempts to explore the significance of symbols used Provides some evidence to support analysis Beginning (1 point) Does not analyze the use of imagery and symbolism in the story adequately Struggles to explore the significance of symbols used Fails to provides evidence to support analysis Task 3: Analyze Part II of Genji Monogatari Concepts Distinguished (4 points) Accurately analyzes the major events and development of the plot T horoughly answers questions specific to characters Lists many key characters Thoroughly describes the role of key characters in the plot by providing relevant textual evidence Proficient (3 points) Correctly analyzes the major events and development of the plot Adequately answers questions specific to characters Lists some key characters Adequately describes the role of key characters in the plot by providing somewhat relevant textual evidence Developing (2 points) Roughly analyzes the major events and development of the plot Struggles to  answer questions specific to characters Mentions at least one key character Struggles to describe the role of key characters in the plot Beginning (1 point) Vaguely analyzes the major events and development of the plot Does not answer questions specific to characters adequately Does not list key characters Does not describe the role of key characters in the plot adequately Task 4: Analyze Part III of Genji Monogatari Concepts Distinguished (4 points) Accurately analyzes the change in setting Thoroughly describes the plot outline of the story Thoroughly explains how the development of plot retains or diminishes reader interest Lists many key actions of the primary character Thoroughly describes the apparent motives of the primary character Provides relevant and insightful passages to support the analysis of the character’s motives Proficient (3 points) Correctly analyzes the change in setting Adequately describes the plot outline of the story Adequately explains how the development of plot retains or diminishes reader interest Lists some key actions of the primary character Adequately describes the apparent motives of the primary character Provides relevant passages to support the analysis of the character’s motives Developing (2 points) Roughly analyzes the change in setting Struggles to describe the plot outline of the story Struggles to explain how the development of plot retains or diminishes reader interest Lists a few key actions of the primary character Struggles to describe the apparent motives of the primary character Provides somewhat relevant passages to support the analysis of the character’s motives Beginning (1 point) Vaguely analyzes the change in setting Does not describe the plot outline of the story adequately Does not explain how the development of plot retains or diminishes reader interest adequately Lists no key actions of the primary character Does not describe the apparent motives of the primary character adequately Does not provide relevant passages to support the analysis of the character’s motives Task 5: Analyze the Setting Concepts Distinguished (4 points) Correctly identifies and lists multiple references to the time period and thoroughly explains their implications Accurately analyzes the setting of the story Lists multiple details that provide insight into the setting Thoroughly explains what each reference reveals about the society or culture in which the story is based Proficient (3 points) Correctly identifies and lists many references to the time period and adequately explains their implications Correctly analyzes the setting of the story Lists many details that provide insight into the setting Adequately explains what each reference reveals about the society or culture in which the story is based Developing (2 points) Correctly identifies and lists some references to the time period and  explains some of their implications Roughly analyzes the setting of the story Lists some details that provide insight into the setting Struggles to explain what each reference reveals about the society or culture in which the story is based Beginning (1 point) Correctly identifies and lists very few references to the time period and does not explain their implications adequately Vaguely analyzes the setting of the story Lists few details that provide insight into the setting Does not explain what each reference reveals about the society or culture in which the story is based Task 6: Literary Analysis Essay on Genji Monogatari Concepts Distinguished (4 points) The introduction accurately states the focus of the essay and the theme of the work. The essay thoroughly covers most literary elements and analyzes the cumulative effect of the literary elements used and the connections between them. The essay thoroughly analyzes the author’s development of the overall theme. The conclusions are thoroughly supported by thoughtful analysis and textual evidence. The essay does not contain any grammatical, spelling, and punctuation errors. Proficient (3 points) The introduction correctly states the focus of the essay and the theme of the work. The essay adequately covers most literary elements and analyzes the cumulative effect of the literary elements used and the connections between them. The essay adequately analyzes the author’s development of the overall theme. The conclusions are adequately supported by thoughtful analysis and textual evidence. The essay contains few grammatical, spelling, and punctuation errors. Developing (2 points) The introduction roughly states the focus of the essay and the theme of the work. The essay acceptably covers some literary elements, but struggles to analyze the cumulative effect of the literary elements used and the connections between them. The essay struggles to analyze the author’s development of the overall theme. The conclusions are weakly supported by analysis and textual evidence. The essay contains noticeable grammatical, spelling, and punctuation errors. Beginning (1 point) The introduction vaguely states the focus of the essay and the theme of the work. The essay does not cover literary elements adequately or analyze their connections well. The essay does not analyze the author’s development of the overall theme adequately. The conclusions are not supported adequately. The essay contains numerous grammatical, spelling, and punctuation errors.

Consumer Behavior Final Project Essay

Target Corporation is a retail store based out of America, its headquarters are in Minneapolis, Minnesota. Target’s goal began with creating an upscale alternative to Wal Mart, while remaining a discount store. They have since become the fourth largest retailer and second largest discount retailer in the United States, Wal Mart being the first. Target’s first retail store was opened in 1962, in Minnesota. The company has continually grown to its present day size, operating 1,916 stores in the US. In 2013 Target began operating in Canada, and has since opened 127 stores throughout. Target offers clean, spacious and guest-friendly stores. Their motto is â€Å"Expect More, Pay Less,† indicating you will find good quality, at low prices. They have a variety of their own in store brands. Target has made â€Å"cheap-chic† accessible to everyone, in the form of furniture, fashion and household items, offering designer products at affordable prices. Target reaches younger customers with higher incomes than its competitors. Target aims for high-end buyers, in part because the middle class is shrinking. In general they reach moderate to better income families with active lifestyles and a multitude of hobbies. A Target customer’s median age is 40, and median household income is $64,000. Eighty percent of Target customers are female and thirty-three percent have children at home. 50% of consumers are employed in professional or managerial positions. Around fifty-seven percent of Target customers have completed college. Generally Target’s consumers are interested in buying higher end, quality products. Their primary market is females ages 35-45, therefore this demographic should be the focus of their marketing efforts. Secondary customers could be the spouses of these females who use the products their wives shop for but are not the primary customers making the purchasing decisions. Tertiary consumers could be children in families, using the product but not yet making direct purchasing decisions. These children may become primary consumers later in life, if they associate the brand with positive experiences. Target offers a customer loyalty program which helps generate  and keep customers. This program helps identify customer purchasing trends which enables marketers to create effective, targeted promotions, decreasing advertising costs. The key behind Target’s success is their positioning as a high-end brand despite their low prices, which attracts a group of consumers who normally would not seek discount retailers. Target provides knowledgable, friendly staff that is happy to answer questions and assist customers. A report by Time Trades showed that 85 percent of consumers purchase more when helped by a knowledgeable sales person. Target successfully associates it’s brand with a younger, edgier, hipper and more fun image that it’s discount retail competitors. Most consumers that shop at Target don’t see it as a discount store, but as a superstore where you can buy everything you need conveniently in one place. Target spends 2.3 percent of their revenue on advertising, in comparison Wal-Mart only spends 0.3 percent. Target has been smart with their marketing efforts, especially by partnering with many high-end design oriented suppliers over the years. Target uses bright and eye-catching advertisements with creative presentations. Target puts a lot of work into their displays and understands the power of them, capturing more sales as a result. An example of this is the bins Target strategically places near the front entrance with items under five dollars. This catches consumers’ attention when they first enter the store and right before they head to the checkout. Most consumers identify with Target’s symbol, a bulls-eye and their store color, red without even seeing or hearing the Target name. Target continues to improve their mobile app, which is an in-store shopping tool for consumers. The app includes a section for weekly ads that uses location to show consumers a weekly ad for a nearby store. There is a section in the app that allows consumers to prepare a personalized shopping list. Target’s guest wi fi network which lets consumers see special services and deals for each store also allows Target to monitor where in the store consumers are and what products they are looking for. They have created an online magazine called â€Å"A Bulls-eye View.† Its purpose is to tell stories behind Target’s partnerships, products, events and other things going on with the  company. It does not pitch products but instead stays true to an old-journalism outlook, â€Å"show don’t tell.† For example, an article may be written about how to decorate your home using a Target product line, but will not promote a specific product. â€Å"A Bulls-eye View† attracts 100,000 unique visitors each month. The Target spokesperson, Hausman says Target’s marketing efforts are heading towards building stronger relationships with consumers through social media. This is what â€Å"A Bulls-eye View† is designed to do, build relationships with consumers that will eventually lead to sales. Target has a packaging operations team to ensure products have an appealing structure that holds the product with eye-catching graphics. Target’s advertising and in-store promotions strive to convey the message that they are clean, fresh and offer in style products. They send the message that products are priced well and convenient to buy. Target uses assortment, placing complementary items, commonly purchased together near each other. Through intelligent, consistent marketing Target has turned it’s bulls-eye logo into a lifestyle symbol recognized by ninety-six percent of American consumers. Strivers represent active consumers and are the primary VALS type that shop at Target. Shopping allows these people to demonstrate to peers their ability to buy, and is a social activity. Strivers can be compulsive buyers, depending on their financial circumstances. Strivers tend to like stylish, trendy products, and love fun, which are qualities Target represents and personality traits they aim to appeal to. I think Target’s secondary market is Experiencers, who are generally young and eager consumers. They like self-expression and excitement, and are attracted to new offbeat brands. Target tries to appeal to young, hip, fun consumers. Experiencers tend to spend a lot of their income on entertainment, socializing and fashion, and strive to accumulate trendy possessions. Even though these consumers are young and most likely do not yet have large entertainment and clothing budgets, they are attracted to Target because it is a discount store. Those that follow terminal values of social recognition may be attracted to Target, Target markets it’s company as providing high-end products for a high-end lifestyle. Those that value an exciting life may be attracted to Target’s brand since its image is exciting  and fun. Other-directed consumers may be more likely to shop at Target; they observe their peers to decide what is acceptable. Many of Target’s advertisements demonstrate social acceptance portraying groups. Target shoppers use routinized response behavior for most of the items they would purchase. Most Target guests are shopping for every day household items, which are items they have experience purchasing. They do not need more information or time spent researching the product. Those that use routinized response behavior have experience purchasing the product, and a clear idea of their expectations. The more a product becomes routine to buy for a consumer, the less reactive they will be to advertising efforts and discounts for similar products of different brands. Consumers at Target may use limited problem solving, occurring when shoppers are thinking about purchasing new versions of previously purchased products that may have additional features. Another instance when limited problem solving would be used is when a consumer is undecided about which brand or version of a product to purchase. Consumers may need more information to understand the differences between product brands. Limited problem solving is often used with occasional purchases like clothing, movies, and cosmetics. Since Target has such a wide variety of items for sale, there are many different decision-making processes used. Extensive problem solving is probably the least common decision-making process used by Target shoppers. Extensive problem solving is used when purchasing a product in a new category that is not well known or when purchasing a high-risk item that is more expensive or presents a psychological risk. With extensive problem solving there is no consumer preference for a certain brand or product. The purchase process in long and a lot of time is spent on research. There are few products sold at Target that require extensive problem solving, perhaps electronics like computers, televisions and video game consoles. The same product may not produce the same decision-making process in every consumer. A Target shopper that is accustomed to a certain product will have routinized response behavior, whereas a consumer who is new to a product will probably use limited problem solving for the same purchase. Survey: 1. How many times in the past year have you shopped in a discount retail store? 2. How many people live in your household, and how many of these individuals are children (under 18)? 3. What is your yearly household income? 4. What industry do you work in? 5. Do you make most of your purchases in a physical retail store or online? 6. What is your age range? 7. What city do you live in? 8. What is your level of education? 9. What are your hobbies and interests? 10. If you could create a retail store personalized to your wants and needs what would it be like? Consumers enjoy shopping at Target because it is a one-stop shopping experience with a large selection. It offers a fun, comfortable and safe shopping environment with low-prices on high quality, well-designed items. Target is process-oriented, focused on getting their work done with integrity towards employees and customers. They have a deep concern for their employees, providing a fair, positive work environment and fair wages. Target is dedicated to meeting their guests’ needs and always catering to the guest experience, which contributes greatly to their success and the positive consumer attitude towards their brand. Works Cited 1. â€Å"History: Target’s Shopping Experience Over Time | Target Corporate.† Target. N.p., n.d. Web. 23 Sept. 2014. . 2. Target Stores. (2014, August 3). Retrieved September 26, 2014. . 3. Abramovich, Gisele. â€Å"Target’s ‘Show Don’t Sell’ Content Strategy – Digiday.† Digiday. N.p., 16 Apr. 2013. Web. 25 Sept. 2014. . 4. â€Å"Target Careers: Advertising & Marketing Jobs | Target Corporate.† Target . N.p., n.d. Web. 26 Sept. 2014. . 5. Barwise, Patrick, and Sean Meehan. â€Å"Bullseye: Target’s Cheap Chic Strategy – HBS Working Knowledge.† Harvard Business School Working Knowledge. N.p., 16 Aug. 2004. Web. 25 Sept. 2014. . 6. Schiffman, Leon G., and Leslie Lazar Kanuk. Consumer Behavior. Pearson, 2010. 7. Johnson, Lauren. â€Å"Target Tightens Focus on Mobile as In-store Shopping Tool.† Mobile Commerce Daily RSS. N.p., 30 Aug. 2013. Web. 10 Oct. 2014. .