Macroeconomics Case Study Example | Topics and Well Written Essays - 1500 words

Macroeconomics - Case Study Example In other words, the level of investment determines the level of saving and not the other way around (Michl 2002, p.43). The point has been argued for the next 70 years and both theories have at times fallen in and out of favour. Thomas Palley of the AFL-CIO wrote in a 1996 paper that, "The view that saving causes investment is widely identified with classical macroeconomics, while the view that investment causes saving is widely identified with Keynesian macroeconomics. However, deeper inspection reveals that both theoretical perspectives are capable of producing bidirectional causality, and this limits the usefulness of theory for resolving this crucial matter" (p.5). Supply side economics has run headlong into the demand side theories and have resulted in numerous, and yet valid, academic arguments on both sides. According to theory, "...saving can never be different from intended investment, in equilibrium" (McCain 2007). The Paradox of Thrift is one explanation, though not the only one, of how savings can influence an economy's production and increase the unemployment rate. Supply side economics maintains that the marginal tax rate, the rate at which the next dollar earned is taxed, directly influences people's propensity to work, save, and invest (Gwartney 2002). By reducing the marginal tax rate investors are stimulated to invest in a business that may be too risky under a higher tax rate. Lower tax rates may spur people to work harder or longer hours and save their money. Indeed, the tax rate has often been used by governments to stimulate investment. According to Gwartney (2002), "Of eighty-six countries with a personal income tax, fifty-five reduced their top marginal tax rate during the 1985-90 period, while only two (Luxembourg and Lebanon) increased their top rate. Countries that substantially reduced their top marginal tax rates include Australia, Brazil, France, Italy, Japan, New Zealand, Sweden, and the United Kingdom". Many critics saw these deep tax cuts as a bonanza for the rich and argued that the increased tax revenues during this perio d were simply the result of an in increase in demand. However, during this period of tax cuts in the United States, "...the income tax revenue collected from the top 10 percent of earners rose from $150.6 billion in 1981 to $199.8 billion in 1988, an increase of 32.7 percent" (Gwartney 2002). It can be inferred that a lower rate and increased revenue were the result of a massive increase in wealth for the top 10% that came from capital investment. It would seem that supply side economics had proven itself once and for all. Demand side theorists continued to point to the Paradox of Thrift and its effect on consumption and production. Advocates of demand side economics contend that, "...a decrease in spending leads to a decrease in employment, which leads to a further decrease in spending, which leads to a further decrease in employment, which leads to a yet further decrease in spending, and so on" (Thies, 1997). Some economists contend that corporate cost cutting is a path to a 'corporate paradox of thrift' which could lead to massive layoffs and firings' (Shostik 2002). Individual savings decreases spending for the consumer class and so any increase in savings decreases consumption and increases

Stress Essay Example | Topics and Well Written Essays - 1250 words - 2

Stress - Essay Example Victims of terrorism are the most affected. They experience trauma for periods of time depending on the levels of shock. There are different types of victims, there are those who lose loved ones, those who witness the terror attack, those who survive the terror attack and those who hear about it first hand from close people. For example, in the September 2001 attack on the USA. Al Qaeda and Bin Laden attacks in the past have rendered so many afraid. The security system of the United States celebrates the death of Osama Bin Laden but however cannot forget the almost ten different attacks on their citizens and the many deaths caused by terrorists mostly of the Jihad culture. According to the USA security system, over seventy terror related reports were identified in a year in 2001. Many studies in the colleges and universities on terrorism and communication have in the recent past began. Post-traumatic stress has been common for the ones who lost loved ones. They experience a dis-attachment to the real world. According to Fields, the victims of terror experience a great feeling of loss. Some may feel guilty as to why they survived the 2001 terror attack. The incidents that happened recur in their minds and they are afraid that such an ordeal could happen again. The most common effect is isolation. It is easier for victims to isolate themselves from others; remain in the house or in familiar surroundings only. On the other hand, traumatic stress is characterized with the reluctance to express oneself. More so for the ones who witnessed a terror ordeal, they are withdrawn and they require guidance and therapy to overcome stress and trauma. The cost of living has in the past drastically changed. Each year, the cost of living keeps fluctuating. However, one thing is certain, life has become more expensive now than in the pats. There are more bills to pay and more that takes away

The Key Elements Of Gucci S Marketing Strategy Marketing Essay

The Key Elements Of Gucci S Marketing Strategy Marketing Essay With over 7,000 direct employees across the world, I believe we should all see ourselves as custodians of the Gucci brand-a brand that was here before all of us and one that will survive all of us. The long lasting values of the brand ultimately inform and guide every decision we make and they also inspire all of us along the way. -Patrizio di Marco: President and CEO, Gucci Renowned for its Italian craftsmanship, Gucci was founded in 1921 in Florence. Over 90 years Gucci has built a heritage of exclusivity, attention over quality and style, the Made in Italy label, innovation and craftsmanship (PPR, 2010b, pp 46) and is one of the worlds most desired luxury fashion brands (Nielsen Company, 2007). The Brand was highly successful in the 1950s as it became the status brand for Hollywood film stars and European royalty. However, by 1980s Gucci lost its appeal and significant losses were made in the business (Jackson and Haird, 2003). Domenico de Soles financial acumen and Tom Fords creativity transformed Gucci as a successful brand in the 1990s. In 1999 Pinault-Printemps-Redoute purchased the controlling stake and owned Gucci. With the departure of Tom Ford and De Sole, Frida Gianini took the control in 2005. Globalisation helps the evolving luxury market to expand. Factors like growing consumer expectations, clear brand positioning, pursuit for authenticity, exclusivity, differentiation contribute to intensify the competition between luxury brands with high aspirational values (Baker and Sterenberg, 2003). Gucci is among the top 10 luxury brands considering brand value in the latest survey by Interbrand. In the array of luxury market Gucci competes with brands like Louis Vuitton, Chanel, Hermes, Prada, Burberry, Ferragamo, Dior, Dolce Gabbana, Versace, etc. http://www.interbrand.com/images/studies/luxury_table.jpg Interbrand Leading Luxury Brands 2009 Rankings: The top 15 Luxury Brands. (Interbrand, 2009d) 2009 Rank 2008 Rank 2007 Rank Brand Country of Origin Sector 2008 Brand Value ($m) 2009 Brand Value ($m) Change in Brand Value in 2008 Change in Brand Valuein 2009 16 16 17 France Luxury 21,602 21,120 6% -2% 41 45 46 Italy Luxury 8,254 8,182 7% -1% 59 60 58 France Luxury 6,355 6,040 9% -5% 70 76 73 France Luxury 4,575 4,598 8% 1% 87 91 94 Italy Luxury 3,585 3,530 9% -2% 98 New United Kingdom Luxury 3,095 New* 99 New United States Luxury 3,094 New* Interbrand Best Global Brands rankings. (Interbrand, 2009d). In order to sustain in the competitive luxury market and define a clear brand positioning and maintain it, brands adopt innovative marketing strategies. The Marketing mix tools like the traditional 4 Ps: product, price, promotion and place along with recently added people, process and physical evidence propel the decisions in direction of the market success. Brands need to provide right product, at right price, in right place and at right promotion in order to match the consumer needs and demands. Louis Vuitton, Gucci, Hermes, Chanel, Prada are in close competition. In order to create an emotional attachment between brands and consumers, brands try to convey an image and personality that customer aspires to. Louis Vuitton has been a byword for stylish elegance and sophistication (Louis vuitton, 2009). Gucci is perceived as smart, sexy, modern whereas Prada has an image of modern, trendy yet sophisticated. Chanel is very classic and elegant. Also, Chanel and Louis Vuitton were founded in France and Gucci and Prada in Italy. According to the Interbrand survey for Italys most valuable brands Gucci Ranked first (6,388 million euro) followed by Prada (2,775 million euro). Guccis pricing strategy in 1993 positioned itself below Hermes and Chanel and at par with Prada and Louis Vuitton (Kwak, 2001). Gucci and Pradas product lines include leather goods, ready-to-wear, jewellery, footwear, silks, timepieces, eyewear, skincare, home decor and fragrances. Louis Vuitton has the categories which Gucci has, although Louis Vuitton indulges even in writing instruments and textiles besides Chanel extends into sport accessories .Gucci products are sold in 283 directly operated stores at end of 2009 and in selected departmental stores as well as specialist stores (PPR, 2010b). Intending to accelerate the growth of brand, Prada stated to double the number of directly operating stores in 2007. Considering Guccis 2009 revenue breakdown by geographical area, maximum revenue was from Asia- Pacific region while Europe which includes fashion forward London, Paris and Milan contribute almost equal to Japan. Breakdown of 2009 revenue by product category Breakdown of 2009 revenue by geographical area C:UsersAdminDesktopgucci 1PPR Gucci_filesGucciCAcat-EN.jpg C:UsersAdminDesktopgucci 1PPR Gucci_filesGucciCAzone-EN.jpg (PPR- Gucci: Gucci Group ,2010a) Gucci Chanel Prada Louis Vuitton Year of establishment 1921 1909 1913 1854 Country of origin Italy France Italy France Known for Leather goods Fashion and perfumes Leather goods Leather goods and Luggage bags Current Designer Frida Giannini Karl Lagerfeld Miuccia Prada Marc Jacob Product categories Ready-to-wear, canvas and leather goods, bags, footwear, fine jewellery, fragrances, eyewear, watches, travel and business bags, home dà ©cor , etc. Ready-to-wear, fragrances, make-up skincare, eyewear, hats, leather goods, sports accessories, fine jewellery, etc. Ready-to-wear, Nylon bags, leather goods, footwear, Fine jewellery, eyewear, fragrances, travel and luggage bags, Prada phones, etc Ready-to-wear, leather goods, travel bags, footwear, bags, eyewear, watches, writing instruments, home goods, textiles, city guides ,etc. Ad campaign theme Forever now , Spring Summer 2010 Spring Summer 2010= First Spring and lookbook Spring Summer 2010 Store locations Africa, Asia, Australia, Europe, Middle East, North America, South America. Has 283 Directly operated stores. Asia, Europe, Middle East, North America, South America, Oceania. Asia, Middle East, Far east, Europe, North America, South America. Africa, Asia, Australia, Europe, Middle East, North America, South America. Comparison of brands on basic criteria. Louis Vuitton and Chanels brand image differentiates them from Italian brands like Gucci and Prada which target towards a similar target market which is modern and fashion conscious. Gucci and Prada indulge into similar product lines and pricing levels getting them into closer competition. In 1990s during revamping the brand image of Gucci an important decision made was to develop a strategy expressing Gucci has changed. Brand communication plays a vital role in redrawing the image (Jackson and Shaw, 2006). During the recession competitor brands are trying to be more distinctive. Chairman and CEO Gucci, Patrizio di Marco and his team adopted the strategy to strengthen and fine tune its positioning in the luxury goods market by focusing on its heritage and craftsmanship stressing on balanced brand equity in marketing and communication (PPR, 2010b). It also included cost cutting, adjustments to pricing, global store designs concept and structure simplification. As per Interbrands report 2009b, among global luxury brands, Prada spends highest in marketing and advertising and continued to invest more in social and cultural initiatives, brand extensions and communication. Important factors that help in building brand image. (Moore and Britwistle, 2005) http://www.luxuo.com/wp-content/uploads/2010/01/lara-stone-louis-vuitton-ss2010.jpg http://www.themagentalinks.com/wp-content/uploads/2010/02/prada-lookbook4.jpg Image no.1 : Louis vuitton spring summer 2010 Image no.2: Prada Lookbook 2010. (The Fashion time Magazine, 2010) (AMO, 2010) http://frillr.com/files/images/Chanel%20Spring-Summer%202010%20Womens%20Ad%20Campaign.preview.jpghttp://images.gucci.com/images/campaigns/spring-summer-10/full/ss10_campaign_4.jpg Image no.3 : Chanel Spring Summer 2010 Image no.4 : Gucci Spring Summer 2010 ad Ad campaign. campaign. (Bang Jaslyn, 2010) (Gucci, 2010a) Advertising which is guided by current market scenario and competitive environment, helps in communicating and building brand image as it creates powerful image and message to gain customers attention (Jackson and Shaw, 2009, pp.161). Luxury brands communicate their values and aura to the consumers to prove experience through images that operate on aesthetic and expressionist level (Salzer-Mà ¶rling and Strannegard, 2004). Visually stimulating Guccis Spring summer 2010 campaign focuses on sensuality with modernity and Pradas Lookbook 2010 displays uniqueness and creativity. Guccis Ad campaign Forever now launched in 2010 depicts the importance of connecting past and present. The campaign uses images from 1950s focuses on heritage and craftsmanship. Gucci focusing on tradition introduced an Artisan Corner an event where houses skilled artists will travel to Guccis VIP stores where the craftsmanship will be brought to customers sight. Similarly, Pradas film ad campaign 2010 titled First Spring shot by Chinese artist in Shanghai depicts the tension between the straight and gay tensions of silent intimacy (James, 2010). However, the black and white effect of the video takes us into flashback and it depicts that anything is possible in timeless and dreamlike realm. Louis Vuittons ad campaign is inspired from new age traveller, while Chanels countryside rural chic look ad campaign displays beauty and elegance. http://images.gucci.com/images/campaigns/forever-now/full/forever_now_camp_1.jpg Image no. 5 : Guccis Forever now ad campaign 2010(Gucci ,2010b) Prada menswear First Spring by Yang Fudongà ¢Ã¢â€š ¬Ã… ½ Spring/Summer 2010http://blog.la76.com/wp-content/uploads/2010/01/prada-2.jpghttp://blog.la76.com/wp-content/uploads/2010/01/prada-5.jpghttp://blog.la76.com/wp-content/uploads/2010/01/prada-8.jpg Image no. 6: Pradas 2010 ad campaign First Spring. (Fashioning.com, 2010) Prada attempts to spread a social message to reduce tensions between straight and gay people. Also, Prada signed PETAs campaign in 2007 to ban cruelty against animals and eliminate fur usage from fashion. Gucci and UNICEF partnership began in 2005, since then Gucci consistently support education and healthcare programmes for orphans and HIV/AIDS affected children. Gucci embraces philanthropy taking new initiatives and ad campaigns to support the partnership like specially designed accessories collection, White Tattoo Heart collection (2008) featuring Rihanna in its campaign, Book Snowman in Africa, fundraising event with Madonna, Gucci for UNICEF Baboushka bag etc. Professor John Fernie said Alliance between charity n business is the perfect way to build brand awareness and establish brand credibility and ultimately boost profits, (McDougall, 2006). As metioned on philanthrpohy section of Guccis official website, Gucci in collaboration with the Film Foundation has made travelling sc reening movie of the restored movies to save the treasures in cinemas called Cinema Visionaries. Proceeding in 2010, to increase online presence and reach online customers, brands are delving into digital communication. Brand affiliation is aided by the application of appropriate functionality tools (Okonkwo, 2007). Focusing on innovation Gucci launched lifestyle application for iPhone and iPod touch. Guccis application offers access to products, fashion shows, playlists, city guides, news, ability to compose own music etc. Prada launched Prada phones in collaboration with LG in 2007. The LG designed Prada phone incorporates features like video player, high pixel camera and MP3 player. Chanel also has application on iPhone which shows Chanels runway collections. http://images.gucci.com/images/stills/gucci_app_3.jpghttp://www.gsmflorida.com/cart/images/lg-ke850.jpg Image No. 7: Gucci application for iPhone. Image No. 8: LG designed Prada Phone. (Gucci news, 2010) (Mossesgeld, 2007) Luxury atmosphere, aesthetics and appealing luxury stores reflect the brand personality and spread the brand message into the subconscious and psychological levels on a consumer mind (Okonkwo, 2007). Following the strategic concept of global store design by Creative Director Frida Giannini ,Gucci is renovating its stores to embrace the luxurious experience of shopping which complements the brands heritage and exclusivity. In October, 2009 Gucci launched a travelling sneaker store in New York which will later move to London and Tokyo in spring 2010. Similarly proving its exclusiveness, Prada took a radical approach towards the store architecture through Prada Epicenter which communicates a distinct identity into customers mind which is in quest for something new. http://images.gucci.com/images/stills/sloane_st_5.jpg Image no. 9: Gucci Sloane street, London Store renovated under the Global store design concept. (WallPaper, 2010) http://images.businessweek.com/ss/05/11/new_retail/image/prada_tokyo_p27.jpg Image no.10: Prada Epicenter (Herzog de Muron,2003). [Accessed on 14 November 2009] With Economic downturn, it is highly important for brands to provide distinctive experience to consumers. Brands are striving to create a brand image congruent to the customers image (Aaker and Biehl, 1993) and meet customer needs and demands. Gucci has adopted the strategy to be true to its long lasting values and expand its presence, tune its brand image and positioning by emphasising on the rich 90 years history, heritage and core essence of the brand into its marketing and brand communication coinciding with modernity and aspirational values (Gucci, 2010a). Brands like Prada are using tactful strategies focusing on parameters like timeless, authenticity, social values and culture. Louis Vuitton differentiates its customers through its brand image, brand values in terms of turnover and advertising. Chanel though is close to Gucci considering turnover it targets a more elegant, sophisticated target. Hence, Prada is the closest competitor to Gucci by comparing them on brand communic ation like advertising, philanthropy and an attempt to standout in the terms of store designs. REFERANCES : Aaker, D. (1991), Managing Brand Equity, The Free Press, New York, NY. Aaker, D. and Biehl A. (1993), Brand Equity and Advertising, Lawrence Erlbaum, Hillsdale, NJ. Baker, M., Foy,A,( 2003) Business and Management Research. United Kingdom : Westburn Publishers Ltd. Baker, M., Sterenberg, G. ( 2003) Managing global brands to meet consumer expectations. ESOMAR ,Global Cross-Industry Forum, Research International Qualitatif, December 2003. Barnes James G. (2003) Establishing meaningful customer relationships: why some companies and brands mean more to their customers. Managing Service quality, Vol. 13(3) pp. 178-186. Campbell, C. , Falk, P. (1997) : The Shopping Experience . London: Sage Publications, pp : 67-73, 166-72. Chadha, R. , Husband, P. (2006) The cult of the Luxury Brand- Inside Asias Love Affair with Luxury. London Nicolas Brealey International , pp.25-63, 149, 178, 267-77,280. Crask, M.R., Laskey, H.A. ( 1990), A positioning-based decision model for selecting advertising messages,  Journal of Advertising Research  , Vol. 30 No.4, pp.32-8. Davidson, B., Webb, Bill (2006) :Fashion Retailing, Chapter 6.In Jackson, T., Shaw, D. The Fashion Handbook. London: Routledge , pp: 105-126 Diamond, J., Lift, S. (2003) : Retailing in the new millennium. New York: Fairchild Publications. Easey, M. ( 1995) Fashion Marketing, India, Blackwell Publishing , pp.174-177. Gucci (2010a) Gucci news [Internet]. Available from [Accessed on 6th March 2010] Gucci (2010b) Gucci philanthrophy [Internet]. Available from [Accessed on 11th March 2010] Hines, T., Bruce, M. (2008) Fashion Marketing- Contemporary Issues. Hungary, Elsevier, pp. 132-133,198-99, 234-36. Husic, M., Cicic, M. (2009) Luxury consumption factors. Journal of Fashion Marketing and Management, Vol.13 (2) pp231-245. Interbrand ( 2009a) Patrizio di Marco , President and Chief Executie Officer Gucci : More interviews with Global Brand Leaders [Internet]. Available From [Accessed on 8 March 2010]. Interbrand (2009b) Interbrand unveils Italys most valuable global brands [Internet]. Available from [Accessed on 11th March 2010] Interbrand (2009c) Italys 10 most valuable global brands [Internet]. Available from [Accessed on 11th March 2010] Interbrand (2009d) Best Global Brands 2009 rankings, Interbrand-Creating and Managing Brand Value, [Internet].Available from http://www.interbrand.com/best_global_brands.aspx?year=2009langid=1000 [Accessed on 18th February 2010]. Jackson, T. and Haird, C. (2003), Gucci Group: the new family of luxury brands, International Journal of New Product Development and Innovation Management, Vol. 4 No. 2,pp. 161-72. Jackson, T., Shaw, D. (2006) The Fashion Handbook. London: Routledge, pp. 61-3. 72-81, 105-08, 127. Jackson ,T., Shaw ,D. (2009) : Mastering Fashion Marketing. Palgrave Macmillan, pp: 112-117,161. James ( 2010) Pradas First Spring by Yang Fudong [Internet]. Available from [Accesssed on 12th March 2010]. Keynote ( 2009) Clothing Retailing 2009 [Internet]. Available from [Accessed on 12th March 2010] Kapferer, J.-N. (1992), Strategic Brand Management, The Free Press, New York, NY. Kwak, Mary (2001) Gucci Group N.V. (A). Boston, MA, Harvard Business School, 10th May 2001. Louis Vuitton (2009) The World of Louis Vuitton- The art of travel [Internet]. Available from [Accessed on 11th March 2010] McDougall, d. (2006) World: Now charity staff hit at cult of celebrity: Workers for childrens charity Unicef say celebrity campaigns and fashion company deals are hurting its image, reports Dan McDougall in Islamabad. The Oserver ( London, England) , 26th November 2006, pp.38 . Moore, C. and Birtwistle, G. (2004), The Burberry business model: creating an international luxury brand, International Journal of Retail Distribution Management, Vol. 32 No. 8, pp. 412-22, ISSN 0959-0552. Moore, C., Fernie, J. (2004), Retailing within an international context, in Bruce, M., Moore, C., Birtwistle, G. (Eds),International Retail Marketing; A Case Study Approach, Elsevier Butterworth-Heinemann, Oxford, pp.3-37. Moore, C., Britwistle, G. (2005) The nature of parenting advantage in luxury fashion retailing- the case of Gucci group NV. International Journal of Retail Distribution Management, Vol. 33(4) ,pp 256-270. Moore, C.M. and Doherty, A.M. (2007), The international flagship stores of luxury fashion retailers, in Hines, T. and Bruce, M. (Eds), Fashion Marketing: Contemporary Issues, Butterworth Heinemann, London. Nielson Company (2007) Gucci reigns as the most coveted luxury brand in the world, Market Research World [Internet]. Available from [accessed on 16 February 2010] Nunes, P., Johnson, B. (2004) Mass Affluence- 7 New rules of marketing to todays consumer. Boston ( Massachusetts), Harvard Business School Press. Palmer, A. (2009) Introduction to fashion marketing, 2nd Edition- Theory and Practice. Oxford, Oxford University Press, pp. 420-23. Okonkwo, U. (2007) Luxury Fashion Branding. Hampshire: Palgrave Macmillan, pp.15-25, 30-37, 132-67, 173-78, 220-23, 260, 278-83, 310. PPR ( 2010a) Gucci: Gucci Group [Internet]. Available from [Accessed on 10 March 2010] PPR (2010b) PPR 2009 Financial Document [ Internet]. Available from [Accessed on 8th March 2010] Preiholt, H.,Hagg, C. (2006) Growth opportunities in Luxury goods and real estate. Journal of Fashion Marketing and Management, Vol. 10 (1),pp114-119. Salzer- Mà ¶rling, M., Strannegard, L. (2004) Silence of the brands. European Journal of Marketing, Vol. 38 (1/2) pp. 224-238. Schmitt, B. (1999) Experiential Marketing- How to get customers to Sense, Feel, think, act, relate. New York, The Free Press, pp.72-6. Triplett, T. (1994), Brand personality must be managed or it will assume a life of its own, Marketing News, Vol. 28 No. 10, p. 9. Unknown ( 2009) From Prada to Zara: is the global recession out of fashion. Strategic Direction, Vol. 25(3), pp 9-11. IMAGE REFERANCES : Image no.1 : The Fashion Time magazine (2010)Louis vuitton spring summer 2010- Louis Vuitton Spring/Summer 2010 ad campaigb :Lara Stone by Steven [Online Image]. Available from [Accessed on 12th March 2010] Image no.2: AMO (2010) Prada Lookbook 2010- PRADA- The Spring/ Summer 2010 Lookbook [Online Image]. Available from [Accessed on 10th March 2010] Image no.3 : Jaslyn Bang (2010) Chanel Spring Summer 2010-Chanel Spring/Summer 2010 Ad campaign [Online Image].4th Jan 2010.Available from [Accessed on 16th March 2010] Image no.4 : Gucci (2010a) Gucci Spring Summer 2010 ad campaign- Ad campaign Spring Summer 10 [Online Image]. Available from [Accessed on 8th march 2010]. Image no. 5 : Gucci (2010b) Guccis Forever now ad campaign 2010- ad campaign Forever now [Online Image]. Available from [Accessedmon 10th March 2010]. Image no. 6: Fashioning.com (2010) Pradas 2010 ad campaign First Spring- Prada menswear first spring by Yang Fudong Spring/Summer 2010 [Online Image]. Available from [Accessed on 12th March 2010] Image No. 7: Gucci news (2010) Gucci application for iPhone- Guccinews,gucci app [Online Image]. Available from [Accessed on 12th March 2010] Image No. 8: Mossesgeld (2007) LG designed Prada Phone- The LG Prada phone set tp launch on March 22 [Online Image]. Available from [Accessed on 12th March 2010]. Image no. 9: WallPaper (2010) Gucci Sloane street, London Store renovated under the Global store design concept -Retail Directory 2009[Online Image ]. Available from [Accessed on 13th March 2010] Image no.10: Herzog De Muron(2003),Prada Epicentre [online image].Available from [Accessed on 12th March 2010]

Ernest Hemingways The Sun Also Rises - Lost Generation :: Hemingway Sun Also Rises Essays

THE SUN ALSO RISES - Lost Generation Ernest Hemingway's The Sun Also Rises (1926) has been considered the essential prose of the Lost Generation. Its theme of alienation and detachment reflected the attitudes of its time. In fact, the term "Lost Generation" was originally coined in a conversation by Gertrude Stein, a member of the expatriate circle in 1920's Paris. While spontaneous and meaningless when first spoken, the expression would unwittingly go on to become the label for the expatriates from the United States and England who had rejected traditional American and British conventions for the more appealing lifestyle of Left Bank, Paris. Congregating in cafés located along the Boulevard Montparnasse to drink, talk and watch the crowds pass by, the Lost Generation was comprised of exiles who had spurned the pre-war values of love, romanticism, optimism, prosperity and hope that they had grown up believing in, all shattered by the war. As well as the glitter and potential of the Great Boom of the 1920's, which they now saw as American and money-based, and therefore corrupt and insincere. Unable to reconcile themselves with their past beliefs, and unwilling to accept those of their present mainstream society, the Lost Generation was left morally bankrupt and spiritually sterile, with only the fleeting pleasures of alcohol and sexual promiscuity as comfort. Many Americans in Paris became bohemian writers and artists as a reactionary protest to the business- and consumer-based culture in the United States, their days spent lounging in cafés and their nights hopping from one meaningless relationship to the next. For the Lost Generation, love, hope and religion were foreign concepts after WWI, replaced by a world of sexual liberty and moral indifference. The lounging in the cafes and the promiscuity of the generation is very much connected with their traumas from the War. They are suffering from post-traumatic stress and are trying to deal with it. In 1926, Ernest Hemingway wrote The Sun Also Rises, a semi-autobiography based on his adventures in France and Spain in 1924-25. Despite having already received moderate critical acclaim for his prior works, it would be this novel that would gain him international success and make him the leader of the so-called Lost Generation.

Bad Boys and Why They Are Not Naughty by Nature but by Culture

Samantha Latting Charise Albritton Sociology 3255 4 April 2013 Bad Boys And Why They Are Not Naughty By Nature But By Culture â€Å"Don’t Believe the Hype. † I believe the title of the very first chapter perfectly introduces and summarizes Bad Boys: Public Schools in the Making of Black Masculinity. These young boys are adultified and are tied to these two controlling images of the criminal and the endangered species. The way these young boys are treated in school is a parallel to how they will be treated in juvenile detentions centers and in a lot of cases the penal system when they reach adulthood.Due to the adultification and controlling images black male youth develop different coping mechanisms to deal with these negative assumptions they know are made about them. This includes they way they act out in their classrooms. The way in which these young boys are behaving is not because they are â€Å"naughty by nature,† it is an act, or a defense mechanism that i s brought upon by how they are treated by educators and other authority figures. [Black boys] are not seen as childlike but adultified; as black males, they are denied the masculine dispensation constituting white males as being ‘naturally naughty’ and are discerned as willfully bad (80). † School is supposed to be a place where children learn, develop and grow. However, when a child is adultified this cannot really occur. This means that adults they interact with believe that their future is pre-determined. A common phrase used without the book is â€Å"that kid has a jail cell with his name on it. When educators have this kind of mentality where they believe they are not going to be able to change this student they do not attempt to—in their head they are as developed, as they will ever be, just as an adult would be. The two controlling images that are tied to adultification are the criminal and the endangered species (83). Criminalization was touched on a bit when the bit about teachers believing the child would end up in jail was mentioned. Young black males and their actions and transgressions â€Å"are made to take on a sinister, intentional, fully conscious tone that is stripped of any element of childish naivete (83). The second controlling image, the endangered species, is a mirror image of the criminal. By calling the young black male an endangered species we’re saying they are in an obsolete stage of social evolution. When looking at the boys in either light, as a criminal or as an endangered species â€Å"contemporary imagery proclaims black males to be responsible for their own fate. The discourse of individual choice and responsibility elides the social and economic context and locates predation as coming from within (82). This means that although it may be said that the black male is in control of his own actions the discourses in which we view them actually says the opposite; that people believe that they are , once again, naughty by nature. Black male youth have too frequent relationships with the penal system, which could be, in part, because of this naughty by nature belief. Due to profiling and stereotyping their chances of entering the juvenile detention system is high and there is an even higher chance of being jailed as an adult (233).We see the criminality and demonization of black male youth that was present in their school experiences in the penal system as well. This process is repeated through â€Å"surveillance, policing, charges, and penalties (233). † Black male youth perform masculinity using three strategies. These strategies are gendered acts, classroom performance, and fighting. Gendered acts means the boys act as aggressors and treat the females as victims. These strategies often get the boys in trouble, however it is a way for him to make a place for himself as a ‘real boy. These gendered acts are not just imitation; they are a â€Å"highly strategic at tachment to a social category that has political effects (171). † Performance in the classroom is also a tactic used to perform masculinity. It is â€Å"fundamental to the masculine performance is engagement with power. † In the book there are several instances of black male youth causing classroom disruptions. This could include laughing, constantly talking, interrupting, being loud, being sassy, demanding other’s attention, etc. The kids see most of these acts as humorous and times of self-expression (175).Some kids are stars at these performances. The performances are rituals that involve their own script, roles, and timing. â€Å"These dramatic moments are sites for the presentations of a potent masculine presence in the classroom (176). † The ‘good bad boy’ engages power, makes the class laugh, takes risks and makes the teacher smile (176). The final tactic used to perform masculinity is fighting. In the book, fighting is the most common offense in which students are sent to the Punishing Room and the vast majority of the offenders are African American males (180).Students are told that fighting is not the answer; if someone tries to start a fight with you then you should tell a teacher and allow them to intervene. However, this goes against the code of masculinity. Letting an adult intervene is a sign of weakness. Another reason children don’t want teachers to intervene is because they don’t believe an adult can really change the relationship between kids. The only thing she can really do is instruct them to stop (180). Black male youth develop coping mechanisms in response to the reception they receive in public.Included in these mechanisms are â€Å"processes of identification, the formation of self at the conjecture of how one is seen an how one sees oneself. (125). † On one level the boys brush off the fear and surveillance as flattering and a sign of their ability to attract attention and be noticed (125). This can be a temporarily rewarding reaction. However, on another level â€Å"identities are constituted in relationship to the perceptions and expectations of other people (125). † The act the boys are putting on becomes a reality—they reinforce the idea of this stereotype of behavior.We can look at Horace to personify these examples. Horace is prepared to fight both physically and verbally. He has learned that in public he needs to challenge authority. His fighting has earned him respect and authority among his peers. This is easily tied in to how classroom performance plays a role in masculinity, which was briefly touched upon before. For African American boys this performance in the classroom of being a ‘class clown’ or causing other disruptions â€Å"invokes cultural conventions of speech performance that draws on a black repertoire (178). This performance in the classroom is a way for African American boys to establish their desire d reputation and to make a name for themselves, as well as achieve status at school. Don’t simply believe the hype and stereotypes surrounding black male youth. They are not â€Å"naughty by nature,† but by the culture in which they live and learn in. These boys are adultified and seen as a criminals and/or an endangered species. Many times this ‘bad’ behavior is simply an act to achieve masculinity and status among peers and over time becomes reality.This is one of the coping mechanisms that these boys develop to deal with the way they are treated and perceived by the adults in their lives. They way these authority figures at school treat them is very similar to how they will be treated in juvenile detentions centers (which they are likely to encounter) and by people in the penal system in which they very well may be subjected to as adults. The behavior of these young boys is due to a cause and effect relationship between how they are treated by their edu cators and other adults in positions of authority.

Childhood and Adulthood

Men face various phases of life. From being just a little fetus inside the mother’s womb, to being a toddler, a child, a teenager and then an adult, these phases are all being faced by any man and woman. And each phase is equally challenging as the others†¦ challenging for both the person him/herself and the people around him/her who have been watching and guiding him/her all the way.The most compared among these phases are childhood and adulthood. This is not only because these two phases are entirely opposite in terms physical attributes of the person himself, but also because of the number of other aspects which all seem to be on opposite sides. But, it is also worth considering that however opposite these two may look like, there are still worth noting similarities that are evident in the people going through these phases.Childhood and Adulthood DifferencesChildhood covers the age between 2-17 years old for women and 2-20 years old for men. Adulthood, on the other han d, starts when the person reaches maturity and that’s 18 years old for women and 2 years old for the men. But the difference is not merely on the numbers as there is more to it than that.During childhood years, the person seems to cling and acting like totally dependent to the people around him. The parents, older brothers or sisters, aunts, uncles and even the older neighbors will serve will be looked up to by the child.They will be the people whom the child will depend in terms of the most basic needs he has such as food, clothing, shelter, education and much more. Whereas the adults, they are more dependent onto themselves alone. The already learned how to feed themselves and even look for the means where he can get his own food. Even his clothing is not provided by anyone else but himself alone.Much more, at this phase of his life, he may already have a shelter of his own or he is already saving for one. At the same time, the basic educational level – primary and s econdary – is already finished and its either he is finished or almost finished with the tertiary level. This would mean that he can be a university student, a university graduate or already part of the country’s workforce.In terms of responsibilities, there is also a big difference between childhood and adulthood. During childhood, the person himself is not accountable to anything. It will be his parents or his guardians who will be responsible for whatever actions he may commit o whatever decisions he will made.In fact, the child is normally no allowed to do any decision by himself. He is always guided and looked upon to. Wherever he may go, he needs to ask his parents’ or guardians’ permission. Whatever he wants to do, may it be for his life or for his things, he will need to consult his parents and/or guardians first.If in times he commits mistakes, it will be his guardians or his parents who will take the blame. And they are the very people who will teach the child on how to learn from such mistakes. In the same manner, if in moments of challenging times wherein the child commit some deviant behaviors making him to sway away from the righteous parts, it will be the parents or the guardians who will be accountable for such deviant acts because it would seem that they have not given the right moral education for the child.To sum up, during the phase of childhood, it will be the guardians’ and/or the parents’ responsibility to hone the child according to the society’s moral standards and they will be the very people ho will hold sole responsibility for the child – his actions, ways of thinking etc.Meanwhile, as for the adulthood, the exact opposite happens. The person who just reached maturity and adult phase of his life will then have to be accountable for all his actions and decisions. He will now be the one to decide for himself and even for the little ones who are now looking up to him. He will have to decide what he wants to do with his life.He will be deciding whether to continue working or not. He will be deciding whether to move and build a house of his own or stay where e is right now. Every big and little decision will be entirely on his shoulders during this stage.Not only that, he may need to take responsibility for making decisions for other people who are now depending on him. Because he just reach the age where he may have his own family and kids, he needs to ensure that not only himself is safe from troubles and problems, he must take into consideration his own kids and other family members. In short, as one reaches adulthood, it would mean that the person himself is accountable for himself and other people.It would seem that he will be returning the favor that his parents or guardians did when he was just o the childhood phase. Now it will be his time to serve as the role model for the youngsters. Now it will be his time to take the blame when he did something sha meful and deviant. Now it will be his time to be responsible for the wrongdoings that his kids may have done.In terms of financials, there is also very big difference. Because during the childhood phase, the child is not responsible to anything, it just a common tendency that he will no be worrying about the money. Thus, he would just want to buy things (with his guardians’ or parents’ permission of course) without thinking of where to get the money or what will happen for the future.Whereas when he reaches adulthood, he will tend to be very practical in terms of financial consumption. This is brought by the fact that he is the one earning and will have to be responsible whether he will have enough saved money. He will need to learn to prioritize things which item is necessary, which item is just for luxury, etc.SimilaritiesAs for the similarities, most will be on the psychological part. The likes and dislikes of the person facing the different phase of his life may st ay the same. Like for example, if the child dislikes some things or have some phobias over some things, this dislike and/or fear will remain until he reaches adulthood.Also it is very typical for the child to act like an adult during role-playing while it is also typical for adults to act childlike some times during the adulthood. Thus, this sows that whether childhood or adulthood phase, the person himself is accepting what may lie ahead in the future or what he was when he was just a child.ConclusionIndeed, there is a big difference between childhood and adulthood. The physical appearance definitely changes. The level of responsibility grows from nothing to everything.The awareness of financial accountabilities changes from being guided upon to being the driver or the person-in-charge. It is really a big change that every person faces as he moves on with his life. Bu however challenging and different each phase may be, each phase is always worth looking forward to.

War World I essays

War World I essays During the summer of 1914 World War I had begun when Austria-Hungary declared on Serbia. Nobody knew that twenty-one years later another world war would spark. Both wars very different because of the age gap but very alike on the subject of war. World War I began in the Balkans, where Archduke Francis Ferdinand heir to the Austria-Hungary throne was assassinated. Austria-Hungary accused Serbia of the assassination of their Archduke which would spark the beginning of a war. Austria-Hungary gained a promise of support for any action it took against Serbia. A list of demands was then sent to Serbia from Austria-Hungary. Serbia accepted most of the demands. Serbia then offered to have the rest settled by an international conference. When Austria-Hungary did not accept the offer they declared war on Serbia and expected a quick victory. World War II began on September 1st, 1989 when Germany declared war on Poland, Poland being the largest country for the Jewish population. Adolf Hitler had turned Germany into a war machine. Germany now powerful as ever crushed Poland, Denmark, Luxembourg, the Netherlands, Belgium, Norway, and France. World War I and World War II both had Germany on the enemy side against the US. Both of the wars were actually because of Germany, Germany backed Austria-Hungary which declared war on Serbia in WWI. Germany invaded Poland in WWII which caused the war to begin. WWI was a bit shorter than WWII which lasted for six years, where WWI lasted only about 4 years. In WWI Germany invaded only a few countries with the battles whereas in WWII Germany took over many countries with Hitler in power. Both of the wars were hoped as to be quick victories but that never happened. Also with both of the wars the US always started out as staying neutral until they were bought into the wars. In WWII the rise of dictatorships had come into play in Italy, Japan, the Soviet Union, and Germany. With WWI there were no set dictatorships...