Discuss the relative success and failures of the movements for more Research Paper

Discuss the relative success and failures of the movements for more political participation and democracy in one Latin American - Research Paper Example UNDP has played part in contributing to the strengthening of the democracy and its bodies to ensure they consolidate laws and policies that encourage political participation and democracy. The research addresses the political participation and democracy in Mexico, it being on of American Latin nations2. True democracy in Mexico has been of the long coming, social leaders and rebellion citizens played part in bringing of democracy in the country at the end of twentieth century. Dominance of one party has yield to more democratic structures marked with emergent decentralization and the implementation of the fairer election policies and procedures. Success and failure of Political participation Since the past 20 years or from 1980s, the political participation of Mexico has undergone drastic change or huge transformation. After a huge period of political control carried or exercised with highly dictatorial political system, one that had the power over Mexican parties and electoral proce ss, currently Mexico is now exercising participatory polity. There has been an increase or upsurge in the multiparty competition in elections that were carried out in 1988, 1994, 1997, 2000, and 2006; therefore, the kind of political participation, specifically voting has gained new meaning. There is a new way of distribution in the constituency in the pluralistic structure3. My argument is that in the past 20 years, the country has experienced a more vibrant and dynamic electoral participation and division of the voting predilection among the current diverse political parties in the Mexican state. The change transpired in the sense that the Mexican population had more risky attitude towards the political environment/sphere. There are many reasons and factors that could be related with the gradual change; the higher education of the citizens, the current socio economic pattern, and or fresh electoral bodies4. However, the given political big wing to the electoral prospects attribute s the influence on these differences in the orientation. The voting pattern of Mexico from 1988 -2006 The transform in the electoral partaking In Mexico between the year 1988 and 2000 is hugely attributed by presence of opposition parties particularly by PRD and PAN. The refusal of the government and PRI power over the electoral processes another significant factor and the duty of the IFE (the federal institute for elections) has the significant impact o the contribution in the encouragement of the political participation. It is argued that, in relation to the detailed analysis of the voting pattern change, especially after the electoral reforms were carried out the early 1990s5. The political electoral range started the process of political liberalization leading or yielding to the opposition parties to gain strength which enabled the over powering of the PRI by the PAN (national action party) in the election held at 2000. The election reforms that occurred between the years 1991 t o the year 1996, there were lawful sources of the deliberate but lasting increment in the change of the countries electoral participation. At the same line later after the numerous trial by the small parties in be part of the election process, only three parties that were

Perception and Treatment of LGBT Essay Example for Free

Perception and Treatment of LGBT Essay This aggression can be sexual in nature or the effects can closely resemble those of sexual harassment and then can constitute sexual harassment. Middle and high school students are dealing with verbal and physical bullying in school to where these students are either dropping out or transferring schools or even becoming a home schooled student so that they can avoid being harassed about their sexual orientation. Bullying is an aggressive behavior that is intentional and it involves the imbalance of a persons power or strength Lesbian, gay, bisexual and transgender LGBT) youth, or those individuals that is perceived to be LGBT may be teased and bullied by their peers in schools as well out in public. Our educators, health professionals, parents, and any other concerned adult can make a difference in the lives of our LGBT youth. Often, bullying towards LGBT youth targets their non- conformity to gender norms. This type of bullying can be considered to be a form of sexual harassment and this harassment is covered under Title IX of the Education Amendments ot 1972. Research nas shown that our bullied L T youth are more likely to skip school, smoke cigarettes, use alcohol and drugs, or even engage in other risky behaviors (Ponton, 2001) The lesbian, gay or bisexual youth are more than twice as likely as other youths and children to be depressed and think about or will attempt suicide (Ponton, 2001). These risks are the same whether our youth are LGBT, are heterosexual but are wrongly perceived to be LGBT, or they will even choose to hide their sexual orientations. Our schools need to develop a clear policy on bullying of any form that can be onsidered by adding sexual orientation and gender identity to their bullying policies (Office of Civil Rights, OCR, 2010). By applying these policies, it tells all students to treat everyone equally, regardless of their sexual orientation (Get Busy, Get Equal, 2006). Schools that already have an anti-bullying policy can consider to make it clear that bullying based on sexual orientation is against school policy (Get Busy, Get Equal. 2006). Like every human being, those individuals that are LGBT, they have parents and family that love them for who they are or what their sexual orientation ay be. When a person is rejected because of his or her own sexual orientation, everyone in the family can suffer the effects unnecessarily Just like those or are LGBT. For those individuals that are rejected, the consequences are often and can be very tragic. Regardless of their sexual preference, these individuals still need their families unconditional love and acceptance, and those who receive it have a greater chance of living a happy, healthy and fulfilling life. In fact, sexual orientation of all kinds, including heterosexuality, is an innate trait, not a lifestyle choice. But if you are straight, the question is, when did you decide to be attracted to the opposite sex? To be LGBT in orientation is a normal and natural human characteristic, and it is Just one of the many ways that people are different. Both the American Psychiatric Association and the American Psychological Association have recognized that homosexuality is not a mental disease or an emotional disorder. Therefore, there is no cure for a persons sexual orientation. Most of the emotional disturbances that have been experienced by gay men and lesbians all around the world with their exual identity is not based on physiological causes but rather is due more to a sense of alienation and to the unacceptance in todays environment.

Honour and Fidelity Varies for Men and Women in the play Much Ado about

The theme for honour and fidelity apply for both men and women in Shakespeare’s play ‘much ado about nothing’. Honour and fidelity is represented very differently for men and women as it would have been for the people in Elizabethan times. In this first section of the essay, I will be exploring double standards and Shakespeare’s awareness of the double standards between sexes and his feminist approach, the differences of honour and fidelity for men and women and upper class and lower class comparisons. In order for men to be honourable, they should do great deeds in war which gives them good recognition. From the very beginning of the play we see evidence of this when Leonato says in act 1, scene 1. Leonato: ‘I find here that †¦bestowed much honour on†¦.Claudio’. Deeds in war of course come hand in hand with reputation and a good name which plays an important role in the play. Another quotation showing the importance of a good name is where Hero talks to Ursula about Benedick in the garden scene in Act 3 Scene 1. Hero: ‘Indeed, he hath an excellent good name’. Another important aspect of honour and fidelity for men are friendship or comradeship. The men’s loyalty to their friends was very important as it showed that they were trustworthy and could bestow that trust upon each other. In 1:1:64 Beatrice says ‘He hath every month a new sworn brother,’ at this point Beatrice and Benedick aren’t getting on so well she states this as to mock him and later says that ‘He wears faith as the fashion of his hat.’ For women, honour and fidelity meant very different things to what it did for a man. In order for them to gain honour and fidelity, they had to do very things in order for it to be achieved. Women do not expect fidelity from men... ...s many times as he likes ‘the more the better’ in a man’s world however if a women was to sleep around then she would be considered a ‘whore’ and would be slated for it. This shows that although women have a lot more rights in the modern world, the rules in sexuality and honour have not changed a great deal since Shakespearean times. In conclusion, Shakespeare has used the concept of honour and fidelity throughout the play. He shows many different aspects of honour and fidelity through his characters, the contrasting differences between men and women. He shows us what how important these traits are to Elizabethan society and if honour was ever lost in the upper classes the consequences were never too pleasant. Shakespeare even shows us the true loyalty between Benedick and Beatrice which gives and insight to his feminist views which were quite modern for the time.

Subjectivity Of Justice Amongst Societies English Literature Essay

Schlink efficaciously employs word picture through the supporter Michael Berg to exemplify the cardinal subjectiveness of different sorts of justness portrayed throughout history. As a reader we are presented with a German society where most persons were either involved or affected, both straight and indirectly by World War II. This is besides no exclusion with the life affecting Michael, with his male parent being expelled from his university talking station because of his bizarre doctrines which were against Hitler ‘s purposes. Michael is portrayed as a naif kid raised in a society plagued with the load of war. While at his most guiltless point in his life, a vulnerable Michael begins a insouciant relationship with Hanna, a former SS guard at the Auschwitz concentration cantonment. From this Schlink highlights Michael ‘s exposures and how Hanna uses her laterality and mature temptingness to command Michael ‘s naif nature. Her actions are finally the cause of Micha el ‘s development from an guiltless kid into an emotionless adult male which acts as a polar point in the development of the text ‘s major subjects. This is because Schlink so presents Michael ‘s narrative throughout the text as undependable, which is symbolic of the subjectiveness of justness amongst societies. In the tribunal tests sing Hanna, different events are retold as through the narrative an undependable recount is given which reiterates the subjectiveness of all versions of history which lead to justness. This is reiterated through Michael ‘s comments on his changeless cunctation and how they support Schlink ‘s usage of Michael ‘s undependability to portray the subjectiveness of justness, † But today I can acknowledge that events back so were portion of a life-long form in which thought and making have either come together or failed to come together-I think, I reach a decision, I turn the decision into a determination † From the finding of fact of the test, Schlink forces the reader to finally question justness through the tribunal system and one version of events warrants the harshest of all humane punishments. Although Hanna ‘s actions were inhumane, as a reader we are positioned through narrative to experience sympathetic and believe although her actions should n't be condoned, as a reader we should oppugn who has the ultimate incrimination. This is done by sing who should be brought to justice more righteously, the caputs of evil governments, or their pawns bring downing enduring while non to the full being metaphorically illiterate to what is go oning. Schlink efficaciously uses symbolism to uncover the ignorance of the German people post the Nazi Regime and how the bequest of guilt still remains evident. This is particularly the instance through the symbolism casted by Schlink when associating to Hanna ‘s illiteracy. Throughout the bulk of the text it becomes progressively evident that Hanna is illiterate. This is first foreshadowed by Schlink one time Michael leaves a note which Hanna can non read, so in an effort decode it, she assumes it is about him go forthing and as a consequence she punishes him with her â€Å" leather supporter belt † to exert her authorization, cutting his lip in the procedure. It is so discovered she had resigned from several occupations due to frights of being incapable and society going aware of her illiteracy. In kernel her illiteracy is symbolic of the moral illiteracy of the German society and how the bequest of guilt remains. Although Hanna is illiterate, this does non needfully intend she is an invalid. Her function in the Nazi government was one forced by societal economic force per unit areas and was unable to grok the true badness of her actions. The German society mirrors her actions through the ignorance expressed throughout society. The moral illiteracy through ignorance becomes evident during the tribunal proceedings where Hanna is under scrutiny from the justice, and in an effort to warrant her actions she beckons to the justice â€Å" what would you hold done? † The justice is so baffled and moves on towards the following topic as she repeats the same inquiry momently after. Schlink illustrates Hanna ‘s illiteracy to symbolically stand for a true appraisal of an nescient Germany society, plagued with moral illiteracy that are unable to grok the agony felt by the Judaic people. As a reader we are so positioned to contemplate the inquiries associating to justness and disapprobation being presented to us by Schlink. It becomes evident that Sch link conveys the audience to be positioned to oppugn how a society can judge those who have done incorrect, while their ignorance has done nil to forestall or handle any farther wrong. Once once more Schlink uses symbolism to uncover how corporate guilt burdens an person. This is revealed through Hanna ‘s realization of her actions through the tribunal room and her clip in prison. Before her realization she led a life of illiteracy which so reflected her actions, nevertheless while in prison she was given hope by Michael for a new found life. This was done through the changeless sending of audio books recorded by Michael. Slowly Hanna began to understand literature and this is when she realised the full extent of her actions. Schlink portrays Hanna ‘s self-destruction as a agency of going free from the collective guilt which was placed onto her. Symbolically Schlink uses an old tea box to function as Hanna ‘s manner of seeking forgiveness to her lasting victim. Michael follows her concluding wants and finally travels trying to manus over the gift as a mark of Hanna ‘s forgiveness. The writer gracefully diminutions but is pleased to have a po rtion of the gift, a tea box which reminds her of one she one time possessed whilst in the cantonment. Schlink illustrates this minute as the sympathetic rapprochement scene where Hanna ‘s bequest is continued, with forgiveness sought.

Do Not Go Gentle Into That Good Night

C. S. Lewis once said, â€Å"no one ever told me that grief felt so like fear. † In Dylan Thomas’s villanelle, â€Å"Do not go gentle into that good night,† written within the Emerging Modernist Period, illustrates a man grieving his old and dying father to rage at death for people should look over their lives and have confidence of having accomplished the defining moments by taking risks and having no fear before death is upon them. Within the first tercet, a young man reacts to the closeness of death with a fighting approach as to rebuke the acceptance of the end.Throughout the poem, the repetition and rhyming of the last words helps to allow the reader to understand the making of a form of writing know as a villanelle. One of the two key phrases within this villanelle, â€Å"do not go gentle into that good night,†(1) occurs several times to emphasize the plea against death the speaker has toward men in old age and the personification â€Å"of Glouceste r’s son Edgar† (Cyr) from William Shakespeare’s play King Lear.The diction of â€Å"gentle†(1) is an adjective in place of an adverb making the â€Å"less grammatically correct†(Hochman) â€Å"gentle†(1) an epithet for his father and involving the relationship shared between the two men through their personal background. The second key phrase, â€Å"rage, rage against the dying of the light,†(3) gives insight towards Thomas’s following poem, the â€Å"Elegy,† when the detail of the relationship between a young man, Dylan Thomas, and his father.Furthermore, the metaphor of â€Å"the dying of the light†(3) conveys the history of one of Thomas’s favorite poets, W. B. Yeats and his military background within the phrase â€Å"†Black out†Ã¢â‚¬ (Cyr) helps to clarify that death draws near. Within these two lines, the author uses words such as â€Å"gentle† and â€Å"rage,† â€Å"dyingâ €  and â€Å"good,† and â€Å"night† and â€Å"light† as a contradictory term within the diction.Likewise, the alliteration and the consonance of the â€Å"g† in â€Å"go gentle†¦ good†(1) and â€Å"rage, rage against†(3) help to signify as the â€Å"chorus†(Overview: â€Å"Do Not Go Gentle into that Good Night†) within the remainder of the villanelle. Within the next four tercets, the achievements of four different kinds of men in old age neglected to lessen the gloom within their surroundings. â€Å"Wise,†(4) â€Å"good,†(7) â€Å"wild,†(10) and â€Å"grave men†(13) are metaphors for men who have â€Å"failed to enlighten the dark world in which they live. †(Hochman)Thomas uses the metaphors of â€Å"at their end,†(4) â€Å"last wave by,†(7) â€Å"too late,†(11) and â€Å"near death†(13) to stand as the appearance towards death. The imagery within the vill anelle, â€Å"words had forked no lightning,†(5) â€Å"danced in a green bay,†(8) and â€Å"caught and sang the sun in flight†¦ they grieved it on its way†(10-11) is that of dark descent towards a â€Å"more dangerous world†¦ of human wildness†(Hochman) which is followed by the diction of â€Å"be gay†(14) as a â€Å"state of lightness†(Hochman) to â€Å"contrast the light and dark imagery. (Overview: â€Å"Do Not Go Gentle into that Good Night†) Within line fourteen, the consonance of â€Å"bl† in â€Å"blind†¦ blaze,†(14) the alliteration of the â€Å"i† sound inside â€Å"blind eyes†¦ like,†(14) and the assonance of the â€Å"z† sound in â€Å"eyes†¦ blaze like meteors†(14) helps to explain the syntax of the tercet.In addition, Thomas’s purpose of â€Å"grave men,†(13) serious men, who can see but have no vision now understand the capability of posses sing a serious and happy life style functions as a paradox for the men â€Å"are blind†(Overview: â€Å"Do Not Go Gentle into that Good Night†) and cannot see yet have a better understanding than a man with sight and this comprehension of sudden enlightenment continues into the final lines of this intimate villanelle.The last quatrain contains a personal request to a young man’s father to show true emotions during the hardship before death comes within the night. Thomas begins the last stanza addressing the audience, his father, which reveals to the reader an â€Å"obliquely drawn persona†(Cyr) of the personal relationship between a sickly father and his caring son. Following, the author uses â€Å"on the sad height†(16) as a metaphor towards death as well as a paradox to enlighten the aspect of life achievements.Thomas’s use of the â€Å"religious overtones†(Welford) in â€Å"on the sad height, curse, bless†(16-17) relates to the imagery in the book of Deuteronomy in the Bible for a â€Å"sad height†(16) is â€Å"sad†(Westphal) sense Moses cannot enter the Promised Land he dies on the summit of Mount Nebo and Joshua, his â€Å"’son,’†(Westphal) grieves at the loss of a â€Å"solid rock in his life. †(Welford) The imagery, â€Å"curse, bless, me now with your fierce tears†(17) stands as a specific plea to the audience to give the speaker the blessing of fearful and uncontrollable tears that he had not done prior and to â€Å"curse†(17) those â€Å"who will be left behind. (Hochman) The devises of the â€Å"s† sound as assonance occurring on line 17, â€Å"curse, bless†¦ fierce tears† allows the rhythm of the poem to continue the elaborate patterns throughout the poem. The final quatrain portrays the theme of the villanelle that the grieving of man at the sight of his dying father allows the fear of loss or suffering to change any perceptions towards death.

Definition Essay Sample on Stress What Is It

Definition Essay Sample on Stress What Is It Sample essay on Stress: The word stress has many possible meanings. The meaning of the word depends on whom you’re talking to. The most common definition of stress is best described in the Cambridge Dictionary, which gives several general definitions. The first being, a great worry caused by a difficult situation, an example of this would be choosing between two great jobs. A second definition is worried or anxious such as, waiting to find out if you’re pregnant. Another definition is to give emphasis or special importance to something, such as putting emphasis on a word in a sentence to make it mean something different rather than putting no emphasis on it at all. A final definition is a force that acts in a way which tends to change the shape of an object, an example being a stress fracture where a bone changes its shape by getting a hair line split in it causing pain to an individual. There are also many other definitions for stress. The word stress is used in a variety of different fields. In the Dorlands Medical Dictionary, stress is defined as the pressure of the upper teeth against the lower teeth in mastication. In the Dictionary of Computing, stress is an acronym for Structural Engineering System Solver, which is used by computer programmers. Another definition found in Geology dictionary defines stress as being a force applied to a material that tends to change dimensions. Finally stress is also used in the field of art. In a dictionary of Art stress is defined as the important significance or emphasis placed on something. An example of this would be in a drawing of a person the artist might want to give emphasis or stress that person’s eyes. I would say the Cambridge Dictionary give the best definition of worried or anxious, this would be my favorite definition. I believe that this particular definition is the most common because it is how most people use the word stress.

The Use of Technologies in Education

The Use of Technologies in Education Technology, by its broadest meaning, has a very important role in today’s classrooms. The application of that technology, however, must be carefully and strategically implemented in order to be of meaningful value to both teachers and pupils. Throughout history, there have been various inventions of technologies, which have brought about revolutionary changes.Advertising We will write a custom essay sample on The Use of Technologies in Education specifically for you for only $16.05 $11/page Learn More Technology continually changes our world in outstanding ways, observable from the Sumerians’ invention of the first ever-documented writing system of cuneiform, the Egyptians’ invention of the papyrus, the comparatively more recent inventions of the printing press, television, computers, and the internet. Even the casual definition of the word technology has undergone various transformations over time. According to Noah Webster who is consi dered to have been among the founding fathers of education in America, technology stood for the â€Å"description of arts, or a treatise on the arts.† (Webster, 1828). Today, technology is defined as the practical application of knowledge, especially in a particular area (Cuban, 1998). In the educational setting, technology is referenced as â€Å"whatever the most advanced technologies are available for teaching and learning in a particular area.† (Pea, 1998). With this kind of understanding, one can then confidently assume that technology in the classroom today obviously includes the use of computers, digital media, and the Internet. Although the use of technology in schools has brought some significant improvements, we must ask some multifaceted questions regarding its use (Cuban, 1998). This paper seeks to discuss some of the ways in which television and other mass media has affected students, schools, and education in general. The paper will also seek to look at so me of the pros and cons of using technologies in education. There is no doubt that the mass media plays a significant role in shaping the ideas of school age children. One area where the mass media has really influenced the education sector has been in the dissemination of information concerning gender violence. Although this is not directly linked with the school curriculum, there is no denying that it is an important subject even among students. Indeed, the relationship between gender and violence is complex. The different roles and behaviors of females and males, children as well as adults, are shaped and reinforced by gender norms within society and as expected, this are inherited at the early stages of life. This is the reason why those fighting against gender based violence work with schoolchildren before gender attitudes and behaviors are deeply rooted (Spring, 1982).Advertising Looking for essay on education? Let's see if we can help you! Get your first paper with 15 % OFF Learn More In schools, media interventions such as the use of television, radio, Internet, newspapers, magazines and other published publications have been found to effect change within schoolchildren (Spring, 1982). These media tools have been found to increase knowledge, challenge attitudes and modify behavior. Media interventions have also been found to alter social norms and values among schoolchildren (e.g. the belief that masculinity is associated with aggression) through public discussions and social interaction. Media campaigns have proved to be successful in increasing knowledge of intimate partner violence and influencing attitudes towards gender violence. In many parts of the world, the use of television and radio has been used in schools to promote social change for improving sexual and reproductive health. Indeed educators have proved that such programs leads to a positive change in attitudes towards gender equity, among those exposed to it (Cuban, 1998). Additionally, the use of computers in school has greatly influenced the teaching of communication skills in schools. Indeed, there is no denying that communication has become increasingly computerized and electronic. This has called for the need to revise the use of the traditional models of learning in this area. Some English educators suggest that using multimedia technology for teaching literary texts can give students a critical way of approaching sign systems and visual symbols. For example, hypermedia can be used to critically respond to literature using print, visuals, video, sound, and links to websites. Computers have also helped English scholars to expand ‘deep reading’ of media to include ‘deep viewing’ of visual media. This has provided English students with critical skills on how to deconstruct mass media messages and practical skills to construct their own persuasive, multi-media communications (Spring, 1982). Although technology is av ailable in all areas of education, the question that we should ask ourselves is whether all the aspects of education require the use of education for them to be effective (Cuban, 1998).Advertising We will write a custom essay sample on The Use of Technologies in Education specifically for you for only $16.05 $11/page Learn More There is no denying that some ages, disciplines and learning styles are better suited to different, non-technological learning methods. It is clear, therefore, to have clear goals regarding the use of technology in the classroom, just as we must have clear goals and solutions for how to achieve particular outcomes in all disciplines, with both the presence and absence of technology (Cuban, 1998). Another con of using technology in schools is the high cost involved. All of us will agree that most of the hardware and software used in our schools today needs major capital investments but it becomes obsolete within a very short time. Add itionally, the proliferation of the home computers, which are intrinsically less expensive to update creates the possibility of the classroom computers becoming largely mediocre to the student’s home computer, thus lowering the value of instruction on the classroom computer. There is also no doubt that some goals are better achieved through non-technological methods. The stages of learning and of cognitive development largely remain unchanged even in an increasingly technologically advanced society. The use of computers should largely be used for play especially in young children whose cognitive development requires a multi sensory approach that is unrealistic to create through technology (Pea, 1998). Apart from modeling unhealthy sexual behaviors, the mass media has been found to negatively influence other aspects of teens’ physical and psychological well-being. Research suggests that media portrayals of unrealistic body images negatively impact teens’ self-est eem (Pea, 1998). Teens, especially young females, become discontent with their bodies and may develop unhealthy eating behaviors in an attempt to achieve media-ideal body types. Although family and social relationships also have an influence, teens learn about society and sexual relationships from visual media images portraying body types, clothing, and other cultural norms. Although the use of such visuals may not be present in the mass media incorporated in schools, students will still believe the information they get from the media at home since its use has already been endorsed in the school setting (Pea, 1998).Advertising Looking for essay on education? Let's see if we can help you! Get your first paper with 15% OFF Learn More Having said that, there is no denying that technologies can help us to pose and give answers to basic questions that can lead to fundamental breakthroughs in learning and education. Technology places at our fingertips the most immense access to knowledge and information that any society has ever known. Indeed, psychologists have affirmed that the use of some media tools such as blogs can promote critical and analytical thinking. Additionally, such media tools can be a powerful promoter of creative, intuitive, and associational thinking as well as promote analogical thinking. Using media tools such as the internet can also act as a medium for increasing access and exposure to quality information (Cuban, 1998). Ultimately, the effective implementation of the media in the classroom creates a bridge between school and world by allowing students to intellectually interact with peers, teachers and professionals on a global level. The media by its very nature of supporting diverse learning styles helps in fostering the deeper understanding and greater readiness for lifelong learning. Apart from the students, the use of technology also gives a new approach to teacher professional development. Despite the disadvantages associated with the use of technology in schools, we cannot ignore its use in classrooms. Instead, we should find effective ways to implement educational technology in this Information Age (Cuban, 1998). Conclusion In the recent past, the use of different media tools has found its way in to our classrooms. This has been by way of television, radios, computers and even the internet. The benefits of using technology in our schools are innumerable. By a large part, these media tools have been used to carry on campaigns that have helped to change the thinking pattern and even some behavior in our society. Despite these benefits, there is no denying that the use of technology in learning institutions poses some problems. This is true especially for young chil dren whose cognitive development is largely dependent on a multi sensory approach that is unrealistic to create through technology. Despite these disadvantages, we cannot ignore the use of technology and instead, we should work hard to devise effective ways that can be used to implement educational technology in this Information Age. References Cuban, L. (1998). The Pros and Cons of Technology in the Classroom. Web. Pea, R. (1998). The Pros and Cons of Technology in the Classroom. Web. Spring, J. (1982). Images of American Life: A History of Ideological Management in Schools, Movies, Radio, and Television. New York: Albany. Webster, Noah. (1828). First Edition of an American Dictionary of the English  Language. Massachusetts: Merriam Company.

Amounts, Percents, and Bases of Percent Problems

Amounts, Percents, and Bases of Percent Problems In early mathematics, students come to understand percents as an amount of the base sum of an item, but the term per cent simply means per hundred, so it can be interpreted  as a portion out of 100, including fractions and sometimes numbers higher than 100. In percent problems in mathematics assignments and examples, students are often asked to identify the three core parts of the problem- the amount, the percent, and the base- wherein the amount is the number taken out of the base by being reduced by a certain percentage. The percent symbol is read twenty-five percent and simply means 25 out of 100. It is useful to be able to understand that a percent can be converted to a fraction and a decimal, meaning that 25 percent can also mean 25 over 100 which can be reduced to 1 over 4 and 0.25 when written as a decimal. Practical Uses of Percentage Problems Percentages may be the most useful tool of early mathematics education for adult life, especially when you consider that every mall has 15 percent off and half off sales to entice shoppers to purchase their wares. As a result, its critical for young students to grasp the concepts of calculating the amount reduced if they take a percentage away from of a base. Imagine youre planning a trip to Hawaii with you and a loved one, and have a coupon thats only valid for the off-season of travel but guarantees 50 percent off the ticket price. On the other hand, you and your loved one can travel during the busy season and really experience the island life, but you can only find 30 percent discounts on those tickets. If the off-season tickets cost $1295 and the on-season tickets cost $695 before applying the coupons, which would be the better deal? Based on the on-season tickets being reduced by 30 percent (208), the final total cost would be 487 (rounded up) while the cost for the off-season, being reduced by 50 percent (647), would cost 648 (rounded up). In this case, the marketing team probably expected people would jump at the half-off deal and not research deals for a time when people want to travel out to Hawaii the most. As a result, some people wind up paying more for a worse time to fly! Other Everyday Percent Problems Percents occur almost as frequently as simple addition and subtraction in everyday life, from calculating the appropriate tip to leave at a restaurant to calculating gains and losses in recent months. People who work on commission  often get around 10 to 15 percent of the value of the sale they made for a company, so a cars salesman who sells a one hundred thousand dollar car would get between ten and fifteen thousand dollars in commission from his sale. Similarly, those who save a portion of their salary for paying insurance and government taxes, or wish to dedicate part of their earnings to a savings account, must determine which percentage of their gross income they want to divest to these different investments.

Conceptualizing internationalization Strategy Case Study

Conceptualizing internationalization Strategy - Case Study Example cate that businesses internationalize, and are better placed to serve customers in countries oversees, and also gain novel ideas on products, services and business methodologies. This piece shall assess the case of Chabros International Group: A World of Wood as an international group and the challenges it has had in the course of carrying out business. According to Farah (2010), Chabros Group went through a downfall that saw a drop in its sales. With the help of the top management, there was need to revive the company immediately to avoid its collapse. Since the company had experienced losses in the countries that it had already ventured into, it would be important if the company tries to restart in another country, most preferably Morocco (Farah, 2010). This is for the reason that, in the countries that it had already operated the company was slowly losing its pride and fame as the leading producer. In an event that another company comes in to replace what it had already started, chance are that, the new company would make more sales and grab a huge percentage of the clients that Chabros had already won (Farah, 2010). This would be attributed to the fact that clients would have lost faith in Chabros and its consistent supply of products, and will probably try their luck in the new producing company. Morocco would be the best destination for Chabros Company to restart its operations. In the work compiled by Farah (2010), Morocco would be the best destination for Chabros to restart as it has minimal chances of facing local competition as there are few sellers of veneer, and there is a big market served by imports. The country is also not going through a recession, and its currency, Dirham, is linked to the Euro; thus, a reduction of Chabros exchange risks (Farah, 2010). With specialized technical know-how, capacity to consistently supply the market with quality products, well conversant with EU’s production measures and Morocco having a positive perception of

Business law Essay Example | Topics and Well Written Essays - 1500 words - 2

Business law - Essay Example Subsequently, the counter-offer by Stein was rejected by Doe. Later, Stein sent an acceptance letter to Doe agreeing with the terms mentioned in the offer initially made by Doe. However, within the gap, Doe had already accepted the offer of MARK Drugs to work as a research director in the company, which spares various reasons to disregard the contract as valid. According to the law of contract, acceptance and offer are quite essential to be made in a transparent manner, where the intention of both the parties, i.e. the offeror and the offeree must be informed as legitimate and viable. In accordance with the scenario, it can be observed that Doe (as the offeror) and Stein (as the offeree) have informed their offer as well as acceptance/non-acceptance through postal medium to create a legal relationship. As per the contract law, parties involved in agreements are required to be legally associated in order to execute duties legally, after a confirmed acceptance has been made voluntarily by the offeree1. However, in this case, Stein made no confirm acceptance of the offer made by Dr. Doe, which makes the contract void, as it does not support any legal obligation to exist between the two parties. In simple words, there was no acceptance made to the offer, which makes the contract void. ... The feedback provided by the president of the company implies that the offer was accepted and it is valid. But, the president of the company made a counter-offer stating that the company will recruit Dr. Doe for the position of vice president with a salary of $300,000 per annum, which certainly cannot be regarded as an acceptance by law. Correspondingly, rejection of the original offer, as prescribed by Doe, was presented with a counter-offer, which signifies that the first original offer has become void and cannot be accepted in future. In a similar case of Hyde v Wrench [1840] 3 Beav 334, it was identified that Wrench made an offer to sell to Hyde a piece of land for a price of ?1,000. Hyde made a counter offer of ?950, which was later rejected. Subsequently, Hyde accepted the original offer but it was rejected. Consequently, the (proposed) contract amid Wrench and Hyde was identified to be invalid2. Hence, in the case of Dr. Doe and Stein, the offer can be identified as a mere inv itation without any legal consideration and obligation. Apparently, there was no legal binding between the parties for the service-term and appointment of Doe in the company, which can further be argued with reference to the case of Gibson v Manchester City Council [1979] 1 All ER 972. In this case, a letter was provided to Mr. Gibson by the Manchester City Council to sell the house at a rate of $2,180. During the period, there was certain change in the policy of the Council and Mr. Gibson was refused with the proposal to purchase the house. It was later determined that the letter from the Council was a mere invitation, which signified that there was no contract between the parties3. In this case, however, an acceptance was made by Stein

How might Archbishop Romero analyze (comment on) the following passage Essay

How might Archbishop Romero analyze (comment on) the following passage from Gaudium et Spes - Essay Example In his view the Church was not the name of the buildings or of the hierarchical structure of clergymen but was the name of the collective of Catholic people, most of who were poor and oppressed (Brockman). The ‘Gaudium et Spes’ (Joy and Hope) apostolic constitution adopted at the Second Vatican Council in 1965 proclaims a similar view of the Church. In this document, the laity are urged to learn what their faith demands from them in the course of their secular duties. They are told that the role of the clergy in this respect is that of a teacher. The clergy will advise them on what God may want them to do, however they should cultivate their own conscience and religious sensibility and not expect explicit guidance from the clergy on every issue (Second Vatican Council). This passage has many parallels with the work of Archbishop Romero. The ‘Gaudium et Spes’ calls for a sort of spiritual and intellectual emancipation of the laity who are to educate themselves in their religion with the help of the clergy and in many matters where the explicit guidance of the Church is not available, they are to use the wisdom of the clergy to determine for themselves what God wants from them. In this view of the Catholic clergy, the clergymen are not the autocratic leaders of the laity but their guides and spiritual advisors. Archbishop Romero too held that the Catholic clergy should not be the leaders or rulers of the people but their advisors and guides. He called for a physical emancipation of the laity from the forces of exploitation and oppression in addition to their spiritual and intellectual liberation. Another aspect of congruence between the teachings and actions of Archbishop Romero and that of the ‘Gaudium et Spes’ is in proclaiming the role of the Catholic Christianity in the secular sphere of existence for a Catholic lay person.

Terminal Objectives Program Philosophy in Managed Care Essay

Terminal Objectives Program Philosophy in Managed Care - Essay Example George Halvorson and George Isham, MD wrote an interesting piece describing this imperative need for managed care. Mr. Halvorson, to his credit, has two basic steps worthy of following, which will help what is now seen as an ailing health care system. Those two steps are creating overall care flow charts assigning accountability for each step in the care process and also devising a system supporting improved medical care in relation to each step in this process. The fact that managing health care has to keep pace with the changes in health care itself must be addressed. This must be addressed in the fact that in order to manage health care risks we must have a link between systematic improvement for care and payment for that care. The work managed in the courses pursued would bring a realization that is mirrored in the writings of Halvorson and Isham in that; one thing that must be done is the re-engineering of health care systems. The reason, integration, a method that integrates all the elements of health care into a manageable formula must be considered in order to be of benefit to health care and to the patients which it serves. Today's system hampers the most effective methods of health care delivery at all levels.

Weekly ass. #9 Essay Example | Topics and Well Written Essays - 250 words - 1

Weekly ass. #9 - Essay Example We wanted someone who could supply the linen to us at a considerably cheaper price. Therefore, we are offering the contract to a candidate who is supplying the linen at a price that is within our range. However, the good work that you have been doing is not forgettable and we are keeping your tender in our system. If at any time you feel that you can review the range at which you supply the materials to us, you will be among the first to be considered if there is any other opportunity for tenders. There are many other products that Anytown General Hospital needs and you can present your tender for supplies in any other department. We are starting classes for free disaster preparedness. We need suppliers for some of the products that we will be using; you can check on our website for details and present your tender if you would wish to bid. On behalf of Anytown General Hospital, I thank you for your time, interest, effort and continual cooperation when you worked with us. I wish you the best in your business proceedings, and if you have any questions regarding the same issue, please do not hesitate to contact us through

Terminal Objectives Program Philosophy in Managed Care Essay

Terminal Objectives Program Philosophy in Managed Care - Essay Example George Halvorson and George Isham, MD wrote an interesting piece describing this imperative need for managed care. Mr. Halvorson, to his credit, has two basic steps worthy of following, which will help what is now seen as an ailing health care system. Those two steps are creating overall care flow charts assigning accountability for each step in the care process and also devising a system supporting improved medical care in relation to each step in this process. The fact that managing health care has to keep pace with the changes in health care itself must be addressed. This must be addressed in the fact that in order to manage health care risks we must have a link between systematic improvement for care and payment for that care. The work managed in the courses pursued would bring a realization that is mirrored in the writings of Halvorson and Isham in that; one thing that must be done is the re-engineering of health care systems. The reason, integration, a method that integrates all the elements of health care into a manageable formula must be considered in order to be of benefit to health care and to the patients which it serves. Today's system hampers the most effective methods of health care delivery at all levels.

Literature review Example | Topics and Well Written Essays - 1000 words - 2

Literature review Example The basis of the relationships is a social connection that traverses across other aspects hence having a great influence on the livelihoods of the people. Research has been conducted to help elucidate the basis and influence of the guanxi circles hence various conclusions have been made, some of which is contradictory. According to the developing trends in research, insurmountable attention has been given to these relationships especially in China. Due to the social nature of the guanxi relationships, it has great influence on the trust between individuals as well as their long-term orientation. The business sector is one of the influenced areas. In an attempt to find out the various factors, that comes into play in relationships relating to business markets in China Lee and Dawes (2005) hypothesized that three factors are likely to affect a firm’s trust in a supplier’s salesperson. For a firm to operate effectively, it has to develop networks and relationships with different individuals plus other organizations. In China, guanxi has been used as a business strategy to keep competitors at bay. For a thriving relationship, trust is a key ingredient; this is exactly what the guanxi provides in a relationship between a salesperson and a firm. It is apparent that trust is transferable from the firm to the supplier’s sales person resulting to the firm’s long-term orientation towards the supplier. Trust is a give and take aspect that has to emanate from both parties involved; it has the aspects of benevolence and credibility, factors that relates to reliability and a genuine interest. The interpersonal relationships that generate trust in China are based on their culture that is exemplified in three basic categories; firstly, the relationship between family members forms the core of the relationships. Secondly, the relationships between the individuals that one is familiar with and finally, that with distant individuals who are likely

The Trait Approach to Leadership Essay Example for Free

The Trait Approach to Leadership Essay Which of the following statements is correct regarding the trait approach to leadership? good leaders are born, not made good leaders have the same set of identifiable traits leadership and management are terms for the same activity leadership ability cannot be explained by an individuals traits some common traits found in studies make finding leaders easy The trait approach to leadership is a theory, according to which all effective leaders must possess a set of the same principal personality traits [Answer B]. This approach is one of the oldest concepts in management theory, which was based on an early assumption that good leaders are born, not made [Answer A]. During the 1920s-1930s management specialists tried to specify a list of traits universal for all leaders, which would help to distinguish potentially effective leaders from other people. Nevertheless, in general, the attempts to create such a list can be considered unsuccessful. Numerous studies and researches on this subject were carried out, but the majority of the findings proved to be quite contradictory and inconsistent. Many researches, including Lombardo and McCall, Stogdill and others, identified certain sets of necessary personality traits that every successful leader must possess, but many specialists noticed that the effective leaders showed different personal qualities in different situations. However, this approach is taken into account in modern management theory. In particular, according to Samuel C. Certo and S. Trevis Certo, all successful leaders must: (1) be intelligent and intellectual; (2) have perfect communication skills and persuading abilities; (3) have a drive for achieving high socioeconomic status and attain the goals and objectives; (4) be emotionally stable and mature; (5) have good adaptive and participative skills; (6) be persistent and dependable, and so on (Certo Certo, 2005). References Certo, S. C. Certo, S. T. (2005, April). Modern Management. Tenth Edition. New Jersey: Pearson Prentice Hall.

Constructing Luxury for Consumers

Constructing Luxury for Consumers WHAT IS LUXURY? The word ‘luxury derives from the Latin word ‘luxus , which according to the Latin Oxford dictionary signifies ‘soft or extravagant living, indulgence and ‘sumptuousness, luxuriousness, opulence (Christodoulides, Michaelidou, Li, 2008). THE TRADITIONAL, ECONOMIC VIEW There are two aspects to consider when defining luxury, the psychological value and the value of the product/service itself. The psychological value of luxury comes from its function as a status symbol and from a highly involved consumption experience that is strongly congruent to a persons self-concept. From a product perspective, luxury brands are frequently defined in terms of their excellent quality, high transaction value, distinctiveness, exclusivity and craftsmanship (Fionda Moore, 2008). In his paper on International Retail Marketing, T.B. Jackson proposes the following as the core characteristics of a luxury product: ‘†¦ exclusivity, premium prices, image and status which combine to make them more desirable for reasons other than function (Jackson, 2004). Dimitri Mortelmans, in his paper ‘The concept of luxury, says there are three main characteristics in [a narrow] definition of luxury: extra value, high quality and exclusivity. The fourth, derived, characteristic is high price. * Extra value Extra value here is loosely defined to include design, aesthetic value any innovation or attribute that makes the product unique. * High quality Superior quality is an essential component of luxury products. Luxury products have been typically been associated with fine craftsmanship, precision and skill. * Exclusivity Exclusivity in luxury products comes from two factors: (a) the goods are made in limited quantity and distribution is strictly controlled. Haute couture began when royal tailors custom made garments that were made only for one user. Till date, products belonging to the highest category of luxury are made in scant quantities. It is also crucial to decide where all these products will be available in order to make them rare. (b) Luxury goods are typically priced so high that they automatically exclude a majority of the population from their target group. In the world of luxury, rarity value sells, because it is the rarity that the customer wants to own. Owning such a product makes the consumer feel privileged to be part of a select group of people. High price When a product or service is superior in quality has extra value and also has to be exclusive, then the price automatically becomes high. (Mortelmans, 2005) Traditionally, there were four principal categories of luxury goods: fashion (couture, ready-to-wear, and accessories), perfumes and cosmetics, wines and spirits and watches and jewellery. Today, luxury has expanded to include many more categories such as luxury automobiles, hospitality (hotels, tourism, airlines) private banking and home furnishings among others. Among these, the luxury fashion goods category accounts for the largest proportion of luxury goods sales (with a 42 per cent share in 2003) and also showed the strongest product category growth in 2007 (Fionda Moore, 2008). NEED FOR LUXURY MOTIVES FOR CONSUMPTION In their paper ‘The specificity of luxury management: Turning marketing upside down Kapferer and Bastien express that for the outward oriented motivations, â€Å"Luxury converts the raw material that is money into a culturally sophisticated product that is social stratification†. Where the inward directed motivations are concerned, â€Å"luxury should have a very strong personal and hedonistic component; otherwise it is no longer luxury but simple snobbery†. (Kapferer Bastien, 2008) According to Wiedmann, Hennigs and Siebels, â€Å"luxury is a subjective and multidimensional construct†. When studying consumer motivations for consumption of luxury, both outward (conspicuousness, snobbery, status) and inward (hedonism, perfectionist) directed motivations need to be taken into account. Additionally, these must be placed the situational and cultural context of consumption. (Wiedmann, Hennigs, Siebels, 2007) Wiedmann, Hennigs and Siebels have proposed four dimensions that add value to luxury purchases in the consumers mind: Financial Dimension of Luxury Value Perception The financial dimension captures the monetary value that consumers are willing to put on the purchase. This will take into account aspects like price, return on investment, resale value and discount. Functional Dimension of Luxury Value Perception This is the core benefit or utility derived from the luxury product or service purchased. This will take into account the attributes of the product such as its quality, durability, reliability, usability etc. Individual Dimension of Luxury Value Perception The individual dimension addresses the inward oriented motivations or the personal value derived from luxury. This includes benefits like self identity, materialism and hedonism. Social Dimension of Luxury Value Perception This dimension has been the most researched and appears to be the largest contributor to the value derived from luxury. The social dimensions of luxury value include recognition or being identified as a part of a particular social group, conspicuousness and prestige value within a social group and a sense of power in a social context. (Wiedmann, Hennigs, Siebels, 2007) In â€Å"A Review and a Conceptual Framework of Prestige-Seeking Consumer Behavior†, Vigneron and Johnson have suggested that the primary driver for the purchase of luxury is prestige-seeking behaviour. The prestige benefits derived out of luxury purchases are of two types: inter-personal (outward oriented) and personal (inward oriented). (Vigneron Johnson, 1999) Interpersonal effects:  · The Veblen effect perceived conscious value Veblenian consumers attach greater importance to price as an indicator of prestige. This comes from the fact that these consumers often use price as evidence to judge quality. They also tend to perceive higher quality products as granting higher prestige.  · The Snob effect perceived unique value ‘Snobs have a need to be unique and seek prestige through differentiation. The snob effect manifests itself in two forms: (a) when a new product/collection is launched, these consumers will want to be the first to buy (innovators) (b) they will choose not to use a product once the general masses have adopted it. Snobs see higher price as an indicator of uniqueness and exclusivity.  · The Bandwagon effect perceived social value This is the reverse of the snob effect. These consumers, the followers, seek prestige through group affiliation. In the words of Vigneron and Johnson, â€Å"bandwagon consumers attach less importance to price as an indicator of prestige, but will put a greater emphasis on the effect they make on others while consuming prestige brands† Personal effects:  · The hedonic effect perceived emotional value Luxury purchases have emotional value attached to them beyond their functional utility. These emotions could be aesthetic appeal, sensory pleasure, excitement etc. The consumer here is more concerned about her own feelings than those of others around her. The luxury product could be fantasy or self rewarding behaviour.  · The perfectionist effect perceived quality value These consumers seek superior quality as an indicator of prestige. They rely on their own judgements about the quality of products and services. They may see higher price as an evidence of better quality. (Vigneron Johnson, 1999) (Husic Cicic, 2009) THE ESSENCE OF LUXURY In her book ‘Let them eat Cake: Marketing to the masses as well as the classes, Pamela N. Danzinger (Danziger, 2005) explains that consumers link luxury to fantasy fulfilment. They fantasize about how their life will change once they own a luxury product; â€Å"Luxury takes on a transcendent quality linked to the persons hopes, wishes and dreams†, she says. Once we have achieved this fantasy, bought that luxury product, after some time it becomes ordinary and then we wish for something else, something even more luxurious and unattainable which then becomes the new object of fantasy. As Danzinger puts it, â€Å"that which is unattainable is overwhelmingly attractive and desirable†; once we have attained something, it loses its mystique and charm and becomes ordinary. Thus, to consumers, luxury is ultimately the unattainable. OLD vs. NEW LUXURY (MASSTIGE) There was a time when â€Å"luxury† as a category was restricted in the hands of the affluent and was meant only for the crà ¨me de la crà ¨me of society. Today, however, the scenario has changed more and more people can now afford a small piece of the pie with the democratisation of luxury. According to a study done by IBM Business Consulting Services (2004), todays consumers are demanding lower prices on basic goods but at the same time, they are willing to pay premiums for products that matter more to them. (Florin, Callen, Mullen, Kropp, 2007) Traditional luxury, now commonly known as ‘old luxury, was all about conspicuous consumption and its appeal was derived from the status and prestige that came with the ownership of these products. The attributes and quality of the offering itself were of supreme importance as it was a cultural symbol of high taste. In the years after the Second World War, material wealth was highly sought after. The generation that witnessed World War II and subsequently the great depression had seen immense scarcity; this generation basked in the joy of material things and sought luxury as a symbol of wealth. (Danziger, 2005) While old luxury was about the thing itself, new luxury is about the experience. The economy, worldwide, improved continuously in the 80s and 90s leading to increasing disposable incomes, lower unemployment rates and a growing wealthy class in emerging countries. Simultaneously, the democratisation of luxury meant that luxury has now become more accessible to a larger population. Goods that fall under the ‘new luxury category are less expensive than traditional luxury goods yet, they have some confines in terms of their price as exclusivity. They are affordable, yet they enjoy a reasonable level of perceived prestige as compared to middle-range products. The prices of ‘new luxury items are kept only slightly above those of middle ranges. This helps in targeting a much larger segment than the traditional luxury niches. The consumers for this new luxury come from middle and upper middle classes for whom luxury purchase is a form of self reward and indulgence. Their focus is a desire for living the good life and private pleasure. As Twitchell says in his book ‘Living It Up: Our Love Affair With Luxury â€Å"These new customers for luxury are younger than clients of the old luxe used to be, they are far more numerous, they make their money far sooner, and they are far more flexible in financing and fickle in choice. They do not stay put. They now have money to burn. The competition for their attention is intense, and their consumption patterns if you havent noticed are changing life for the rest of us.† (Truong, McColl, Kitchen, 2009) The term masstige was introduced by Michael Silverstein and Neil Fiske to refer to a new category which aims at providing luxury to the masses. The term is derived from the words mass + prestige goods and services that occupy the space between mass and class (Silverstein Fiske, 2003). These products are priced at a premium over the convention but are not always positioned at the top of their category in price. A recent survey by the Boston Consulting Group (2004) said that the top four categories for ‘trading up are homes, cars, appliances and dining out (Florin, Callen, Mullen, Kropp, 2007). Examples of new luxury goods are the urban BMW 1-series starting at $ 19 000, Ralph Lauren Polo shirts sold in outlets for $ 9 and Swarovski crystals with prices as low as $ 20. (Truong, McColl, Kitchen, 2009) MASSTIGE TO MASS? Critics argue that brands which enjoy the tag of ‘masstige today, could become the ‘mass brand tomorrow. By definition, it is contradictory to sell prestige and exclusivity in mass (because when something is owned in mass, it would no longer be prestigious). These products may be successful at first, but their enchantment for the consumer would be inversely proportional to their success. The critical success factor, then, for masstige brands would lie in maintaining the equilibrium between prestige differentiation and a reasonable price premium. â€Å"In order for a masstige product to be successful in the long term, it must have a noticeable differentiation in design and/or technology compared to the regular products in the category. This differentiation must be real and marked. Promises of â€Å"improvements† are not enough if they dont really exist or are imperceptible to the consumer† (Smith, 2007). LONG LIVE LUXURY! With the advent of masstige, top end luxury houses like Armani and LVMH are entering into the affordable luxury arena. Critics argue that as luxury becomes more and more affordable, the concept itself will die out. Here is where understanding the sign-value of luxury is important the concept is not absolute but relative. Over the centuries, what constitutes luxury has changed, but the concept has endured. Brands that are at the top may not remain there, even objects that are considered to be part of luxury may change, but because of human social needs, the concept of luxury will persist. (Mortelmans, 2005) LUXURY vs. MASSTIGE Motivations for consumption When defining masstige, price is not the only criteria to differentiate between the realm of luxury and that of accessible luxury. An extremely important difference lies in the motivations for consumption. While the reasons for consumption of luxury can be both internally as well as externally driven, consumption of masstige is in most cases externally driven. Conspicuous consumption, which formed the basis of luxury when the concept originated, now forms the basis for the masstige category. Hence, a Valentino gown does not have a logo printed on it but a Tommy Hilfiger product will always have a label, logo and some visible identification mark on it so that others can see it. Global versus local Luxury is global, it remains the same across the world luxury brands target the elite who expect the same experience from their brands whether they are in the United States, Europe or in Asia. Although various brands have specific associations with the heritage of their countries of origin, a luxury brand is not modified to suit a particular geography. It is meant for people who are global, and hence the brand perception and delivery has to be ‘global in approach and consistent in delivery everywhere. Masstige on the other hand needs to be localised to an extent because the consumption of masstige is directed outwards. It has to adapt to the cultural ethos of the geography in order to remain relevant and in the process also gets absorbed into the culture of any society. LUXURY IN THE INDIAN CONTEXT TRACING THE ROOTS Luxury in India has its roots going back to the era of the Maharajas who, for centuries, splashed their enormous wealth and lived opulently. The Mughal dynastys wealth and power was a legend but as it waned, the old Indian maharajas began to re-emerge, and new ones began to rise. With the arrival of the British Raj, western influences began to show in the collections at the royal courts. Then began the romance with brands like LVMH, Cartier, Gerrard and Asprey. â€Å"Indian courts commissioned all sorts of fine art like jewellery, woodwork, painting, enamelling, inlaid weaponry and intricate floor coverings† (Gopinath, 2009). Jewellers like Cartier and Van Cleef Arpels, Louis Vuittons bags and luggage and watches by Jaeger-Le Coultre, which were the icons of luxury in Europe, were frequently commissioned by kings. At the same time, western styles of dressing were being adopted. (Forster) The Maharajas, who were patrons of music, arts, poetry and craftsmen, began to patronise European and Indian artists and designers as well. The Victoria and Albert Museum, London, has opened an exhibition ‘Maharaja: The Splendour of Indias Royal Courts in November, which will be on display till January 2010. The exhibition explores the lives of the Indian royals beginning from the 18th century till the end of the British rule. The exhibition showcases 250 items a number of which have been loaned from the private collections of the erstwhile royal families of India. Some of the objects on display are the Maharaja of Indores Modernist furniture, a Louis Vuitton travelling case, French designed sarees, a Rolls Royce Phantom and the studding diamond necklace of Maharaja Yadarendra Singh of Patiala. The necklace which was completed in 1928, originally contained 2930 diamonds, weighed almost 1000 carats and was part of the largest single commission that Paris jeweller Cartier has ever executed. Though Western brands are now flocking to India after its new found affluents, India has clearly been consuming western luxury since way before. LUXURIFICATION OF THE INDIAN SOCIETY The Indian luxury landscape is rapidly transforming owing to a combination of economic and social factors: Rising Affluence Merrill Lynch and Capgemini report that the number of high-net-worth individuals in India (at least US$1 million in financial assets) increased by 20.5% in 2006. According to the McKinsey Global Institute, consumers earning more than 1,000,000 rupees a year will total 24 million by 2025 larger than Chinas comparable segment. Their share of private consumption is projected to increase from 7% to 20% in 2025. However, it is the emergence and steady rise of ‘mass affluence of the Indian middle class coupled with aspirational mindsets and lifestyles that is driving consumer demand. The scope for luxury today is larger than it has ever been in India before owing to the strength of the population that can now afford luxury goods. According to sereval reports by McKinsey Global Institue, the Indian middle class (household disposable incomes from Rs. 200,000 to 1 million a year) will increase from approximately 5% to 41% of the population and will become the worlds fifth largest consumer market by 2025. (Foreign Policy) Exposure to Media Media explosion in the form of television, radio, internet and print has led to increased product knowledge and awareness of brands. Fashion and lifestyle media have established a strong following as mainstream media are taking greater interest in consumer lifestyles, fashion trends and luxury brands. A milestone here was the launch of the Indian edition of Vogue magazine in 2007. Along with the platforms available for advertising, the spending on advertising is also rising. According to ZenithOptimedia, advertising expenditures in India increased from US$1.1 billion in 1996 to US$4.7 billion in 2006 and forecasts suggest that this number will exceed $7 billion in 2009. Accessibility of luxury brands A couple of decades ago, in order to purchase luxury brands such as Gucci, Cartier and Chanel, Indian consumers had to travel to Europe or the U.S. Today, the biggest names of the world like LVMH, Armani and Tommy Hilfiger are present in not only Delhi and Mumbai, but are also setting shop in the upcoming metros like Pune and Hyderabad. Inadequate retail space has also been a challenge to luxury brands operating in India which have been, until recently, hidden in lobbies of five star hotels. The retail boom is changing this scenario. Organised retailing, which currently comprises 6% of the market, is expected to rise to 15% in the next two years. Retail space has increased from 22 mn sq ft in 2002 to 101 mn sq ft (almost 5 times) in 2007 and is predicted to increase by a further 200% to 300 mn sq ft by 2012. (Jindal, 2008) With the retail revolution, newer formats like luxury shopping malls are evolving. An example of these new avenues for luxury brands is the Delhi luxury-goods mall, Emporio which opened in March 2008 which houses over 70 international high-end brands. In 2006, again, AT Kearney has ranked India at the top of its Retail Development Index as the worlds most attractive market for mass international retail expansion. Brands like Marks Spencer, McDonalds and Tommy Hilfiger have entered the market with franchisees due to market regulations which are in the process of loosening up further. (Euromonitor International, 2007) Market Regulation The further liberalisation of the Indian economy has made the market attractive to international players despite heavy import duties on luxury goods and foreign investors are looking to make long-term investments in the country. (Atwal Khan, 2008) THE CHANGING FACE OF THE INDIAN LUXURY CONSUMER In an interview the Pitch magazine, Radha Chadha, author of the book ‘The Cult of the Luxury Brand said that India currently is at an early stage of the luxury brand culture. â€Å"Typically, it starts when a country goes through a rapid economic growth and that has been happening in our country for the past few years. It puts money into peoples hands, at some point they want to demonstrate that. The third stage is what I call the show-off stage, where China is today and some of India is moving towards. Then comes the fit-in stage where we see a large scale adoption of luxe fuelled by the need to conform. The last stage is way of life where people are habituated to luxe products; they become confident and discerning buyers, like in emerged markets†. (Chadha, 2008) The luxury market in India has traditionally been segmented according to two distinct customer groups the affluents and the non-affluents. With the pace of economic development, rise of the middle class and the transition towards a consumer society, the profile of the luxury consumer has also evolved. Clustering luxury consumers into segments based simply on socio-economic classifications is erroneous. Todays luxury consumer is much more diverse and hence the old segmentation and classifications need to be reassessed. The regular classifications of customers based on income or SEC are not sufficient today to gauge clearly who are the consumers who are actually consuming luxury (Pant, 2009). India has always had a small elite segment that has been shopping abroad and buying western brands for ages. This elite class consists of the descendants of the royal families, nawabs and small rulers and long standing industrial families like the Birlas, Tatas, Godrej, Bajaj, Mahindras, some tracing their roots back to pre independence days. (Chadha Husband, 2007). This was the select, privileged segment that was exposed to and could consume luxury. In todays scenario, a typical BPO operator in Mumbai or Delhi is spending a substantial proportion of their monthly salary on international brands of clothes, accessories and cosmetics. â€Å"These are consumers are not affluent in the traditional sense of originating from wealthy family backgrounds, but are ambitious and successful in their chosen professions. Personal performance based on merit has got them to where they are today. Todays luxury shopper could be a broker, an entrepreneur, IT specialist or a student† (Atwal Khan, 2008). They purchase luxury not simply to show off, but as a self-reward. As Atwal and Khan say in their paper ‘Luxury marketing in India: because Im worth it, this generation consumes brands, goes shopping and purchases luxury as they firmly believe in the sentiment â€Å"because Im worth it†. The Indian Affluents In her article in the Brand Reporters special issue on luxury marketing, Vatsala Pant says that it is to try and understand these diverse consumers that one such measure, the Nielsen UMAR (Upper and Middle Rich) survey has redefined affluence using lifestyle and ownership of consumer durables factors (Pant, 2009). On the basis of these factors, Nielsen has estimated that there are 2.6 million affluent households across 35 cities (metros and upcoming metros) of India. Affluent Households in India (Source: Nielsen UMAR survey) — LANGUAGE Luxury is no longer reserved for the English-speaking elite. The survey reveals that 51% of these affluents have been educated in languages other than English and dont speak English as a primary language at home. The primary language spoken, then, becomes the preferred language for media consumption. — FAMILY STRUCTURE Ninety percent of these households live in nuclear families or nuclear families with elders living with them. The average size of the family is 4 members with the chief wage earner typically over 35 years of age. — DURABLES While all the households have the basic durables like TV, refrigerator, washing machines and mobile phones, the Rich segment is seen to have more expensive double-door refrigerators, front loading washing machines and microwaves as well. 20% of the affluent households have two or more TV sets. — MEDIA CONSUMPTION While the most popular medium is TV (watched in 98% of the HH), the next most popular is print where 70% HH read English dailies. However, only 10% read English business dailies. Popularity of watching cinema outside the home is more (67%) than radio listenership (54% of HH). 55% of the HH browse the internet while only 38% read magazines. (Pant, 2009) Changing Trends of the Affluent Indian Consumer Indian consumers are value conscious and highly value driven. Not just products, but the delivery and experience are becoming increasingly important. With the advent of international luxury brands with a bang into the country, consumers want world-class brands, and expect world-class quality, service and experience. They expect the latest designs and most modern technologies available. As the purchasing power has gone up, so have aspirations. The concept of wealth to be enjoyed rather than just display and badge value has emerged. Indulgence and self-rewarding behaviour are on the rise rather than simply the need to show-off. (Raman, 2007) NEW LUXURY FOR INDIA In their paper ‘Luxury marketing in India: because Im worth it Glyn Atwal and Shaziya Khan say that â€Å"the establishment of different levels of luxury ranging from ultra luxury to affordable luxury is a reflection of luxurys increasing mass appeal in India†. The concept of masstige or new luxury is extremely relevant in the Indian context for two reasons firstly, the market for masstige is huge is India owing to rising disposable incomes and a burgeoning middle class. Secondly, Indians are extremely value conscious and new luxury would, for many, be the first opportunity to experience luxury. This, then, could be the first step for a large population to move on to luxury. Rising incomes and the recent retail boom in the country coupled with increasing awareness has sparked off consumption of new luxury brands in India. At the same time, the arrival of international brands and players on the scene has provided accessibility to global resources and efficient supply chains. â€Å"The Indian society is moving towards NUF (Nuclear Urban Family) where each individual has their own tastes and preferences† (Marketing Funda: Masstige, 2007). The consumer is becoming more demanding in terms of value, quality and service. A Euromonitor report on India states that for the burgeoning middle class, the spending area is shopping for brand names. Consumerism is a significant aspect of the new, younger middle class which gives a lot of importance to lifestyle and branded goods. (Euromonitor International, 2007) A look into the Indian consumers luxury needs In their qualitative research of the Indian consumers, Glyn Atwal and Shaziya Khan discovered that the Indian consumer associates luxury with perceptions of not just quality and performance but with comfort, beauty, pleasure and style. The product is no longer the sole criteria for choice, the service and experience of shopping are crucial to the decision making process. When societies experience fast economic growth, the phenomenon of luxury usually gains popularity because the acquisition of luxury is a symbol of prestige and signifies how fast you have climbed up the ladder of social mobility. A similar phenomenon is being seen in India but the motivations to acquire luxury brands go beyond displaying social status. Consumers are moving on from an outward expression of luxury to an inward directed emotional experience. Luxury brands are helping people â€Å"define identities and express values†. (Atwal Khan, 2008) CHAPTER 2: INDIAN ADVERTISING- AESTHETICS CONTENT ADVERTISING INDIAN CULTURE William Mazzarellas ethnographic study of ‘globalizing consumerism in the context of Indian advertising talks about how advertising is produced in metropolitan India and transformations in the Indian public culture along with the rise of mass consumerism. As Mazzarella puts it: â€Å"As an aesthetic interface of post colonial capitalism, the everyday practice of advertising constantly calls into question the conceptual alignments that ground business discourse: local and global, culture and capital, particular and universal, content and form† (Mazzarella, 2003) Goods possess meaning of two kinds: 1. given and propagated by manufacturers and 2.that have been created by the users themselves because of the way they use them, symbolic meaning etc. Material culture is not simply about objects but about the â€Å"intimate connection between the object and its users†. The value of any material is co-constructed by the manufacturer/seller, the user and the society/social norms/perceptions/evaluations. While necessity is culturally associated with lower incomes and to an extent poverty, luxury stands at the other extreme being associated with wealth as well as taste. Comfort comes somewhere in between. Again, what we define as necessities or luxury comes from our cultural framework. In India, the cultural framework is defined largely by the middle class for whom, say, not just food, shelter and clothing but hygiene too may be necessity. (Nayar, 2009) The Indian culture has deeply embedded in it values of saving and economic prudence. This is why trade promotion deals like 25% extra on packs, free gifts etc. work so well in the market. This economic prudence is not just monetary, it also has a strong influence of moral economy i.e. economy that is good for the family as a whole. A married woman feels she has been a good mother and wife if she has saved money on her daily grocery shopping. The other fundamental values are those of safety and privacy of the family and to be aesthically and culturally presentable. (Nayar, 2009) With the rise of globalization and proliferation of MNCs into the country post 1991, ironically, a new movement began that of the New Swadeshi. In the increasingly ‘global scenario, Indians were searching for what is their own. The term swadeshi re-entered the vocabulary of India during 1996-97. Over the last decade, the swadeshi and the global have merged, adapted and evolved from the transnational media of the 1990s which were supposed to have an â€Å"Indian soul and international feel†. The formula here was to show stereotypical exotic imagery of the Indian â€Å"tradition† and place it in an international context. < Constructing Luxury for Consumers Constructing Luxury for Consumers WHAT IS LUXURY? The word ‘luxury derives from the Latin word ‘luxus , which according to the Latin Oxford dictionary signifies ‘soft or extravagant living, indulgence and ‘sumptuousness, luxuriousness, opulence (Christodoulides, Michaelidou, Li, 2008). THE TRADITIONAL, ECONOMIC VIEW There are two aspects to consider when defining luxury, the psychological value and the value of the product/service itself. The psychological value of luxury comes from its function as a status symbol and from a highly involved consumption experience that is strongly congruent to a persons self-concept. From a product perspective, luxury brands are frequently defined in terms of their excellent quality, high transaction value, distinctiveness, exclusivity and craftsmanship (Fionda Moore, 2008). In his paper on International Retail Marketing, T.B. Jackson proposes the following as the core characteristics of a luxury product: ‘†¦ exclusivity, premium prices, image and status which combine to make them more desirable for reasons other than function (Jackson, 2004). Dimitri Mortelmans, in his paper ‘The concept of luxury, says there are three main characteristics in [a narrow] definition of luxury: extra value, high quality and exclusivity. The fourth, derived, characteristic is high price. * Extra value Extra value here is loosely defined to include design, aesthetic value any innovation or attribute that makes the product unique. * High quality Superior quality is an essential component of luxury products. Luxury products have been typically been associated with fine craftsmanship, precision and skill. * Exclusivity Exclusivity in luxury products comes from two factors: (a) the goods are made in limited quantity and distribution is strictly controlled. Haute couture began when royal tailors custom made garments that were made only for one user. Till date, products belonging to the highest category of luxury are made in scant quantities. It is also crucial to decide where all these products will be available in order to make them rare. (b) Luxury goods are typically priced so high that they automatically exclude a majority of the population from their target group. In the world of luxury, rarity value sells, because it is the rarity that the customer wants to own. Owning such a product makes the consumer feel privileged to be part of a select group of people. High price When a product or service is superior in quality has extra value and also has to be exclusive, then the price automatically becomes high. (Mortelmans, 2005) Traditionally, there were four principal categories of luxury goods: fashion (couture, ready-to-wear, and accessories), perfumes and cosmetics, wines and spirits and watches and jewellery. Today, luxury has expanded to include many more categories such as luxury automobiles, hospitality (hotels, tourism, airlines) private banking and home furnishings among others. Among these, the luxury fashion goods category accounts for the largest proportion of luxury goods sales (with a 42 per cent share in 2003) and also showed the strongest product category growth in 2007 (Fionda Moore, 2008). NEED FOR LUXURY MOTIVES FOR CONSUMPTION In their paper ‘The specificity of luxury management: Turning marketing upside down Kapferer and Bastien express that for the outward oriented motivations, â€Å"Luxury converts the raw material that is money into a culturally sophisticated product that is social stratification†. Where the inward directed motivations are concerned, â€Å"luxury should have a very strong personal and hedonistic component; otherwise it is no longer luxury but simple snobbery†. (Kapferer Bastien, 2008) According to Wiedmann, Hennigs and Siebels, â€Å"luxury is a subjective and multidimensional construct†. When studying consumer motivations for consumption of luxury, both outward (conspicuousness, snobbery, status) and inward (hedonism, perfectionist) directed motivations need to be taken into account. Additionally, these must be placed the situational and cultural context of consumption. (Wiedmann, Hennigs, Siebels, 2007) Wiedmann, Hennigs and Siebels have proposed four dimensions that add value to luxury purchases in the consumers mind: Financial Dimension of Luxury Value Perception The financial dimension captures the monetary value that consumers are willing to put on the purchase. This will take into account aspects like price, return on investment, resale value and discount. Functional Dimension of Luxury Value Perception This is the core benefit or utility derived from the luxury product or service purchased. This will take into account the attributes of the product such as its quality, durability, reliability, usability etc. Individual Dimension of Luxury Value Perception The individual dimension addresses the inward oriented motivations or the personal value derived from luxury. This includes benefits like self identity, materialism and hedonism. Social Dimension of Luxury Value Perception This dimension has been the most researched and appears to be the largest contributor to the value derived from luxury. The social dimensions of luxury value include recognition or being identified as a part of a particular social group, conspicuousness and prestige value within a social group and a sense of power in a social context. (Wiedmann, Hennigs, Siebels, 2007) In â€Å"A Review and a Conceptual Framework of Prestige-Seeking Consumer Behavior†, Vigneron and Johnson have suggested that the primary driver for the purchase of luxury is prestige-seeking behaviour. The prestige benefits derived out of luxury purchases are of two types: inter-personal (outward oriented) and personal (inward oriented). (Vigneron Johnson, 1999) Interpersonal effects:  · The Veblen effect perceived conscious value Veblenian consumers attach greater importance to price as an indicator of prestige. This comes from the fact that these consumers often use price as evidence to judge quality. They also tend to perceive higher quality products as granting higher prestige.  · The Snob effect perceived unique value ‘Snobs have a need to be unique and seek prestige through differentiation. The snob effect manifests itself in two forms: (a) when a new product/collection is launched, these consumers will want to be the first to buy (innovators) (b) they will choose not to use a product once the general masses have adopted it. Snobs see higher price as an indicator of uniqueness and exclusivity.  · The Bandwagon effect perceived social value This is the reverse of the snob effect. These consumers, the followers, seek prestige through group affiliation. In the words of Vigneron and Johnson, â€Å"bandwagon consumers attach less importance to price as an indicator of prestige, but will put a greater emphasis on the effect they make on others while consuming prestige brands† Personal effects:  · The hedonic effect perceived emotional value Luxury purchases have emotional value attached to them beyond their functional utility. These emotions could be aesthetic appeal, sensory pleasure, excitement etc. The consumer here is more concerned about her own feelings than those of others around her. The luxury product could be fantasy or self rewarding behaviour.  · The perfectionist effect perceived quality value These consumers seek superior quality as an indicator of prestige. They rely on their own judgements about the quality of products and services. They may see higher price as an evidence of better quality. (Vigneron Johnson, 1999) (Husic Cicic, 2009) THE ESSENCE OF LUXURY In her book ‘Let them eat Cake: Marketing to the masses as well as the classes, Pamela N. Danzinger (Danziger, 2005) explains that consumers link luxury to fantasy fulfilment. They fantasize about how their life will change once they own a luxury product; â€Å"Luxury takes on a transcendent quality linked to the persons hopes, wishes and dreams†, she says. Once we have achieved this fantasy, bought that luxury product, after some time it becomes ordinary and then we wish for something else, something even more luxurious and unattainable which then becomes the new object of fantasy. As Danzinger puts it, â€Å"that which is unattainable is overwhelmingly attractive and desirable†; once we have attained something, it loses its mystique and charm and becomes ordinary. Thus, to consumers, luxury is ultimately the unattainable. OLD vs. NEW LUXURY (MASSTIGE) There was a time when â€Å"luxury† as a category was restricted in the hands of the affluent and was meant only for the crà ¨me de la crà ¨me of society. Today, however, the scenario has changed more and more people can now afford a small piece of the pie with the democratisation of luxury. According to a study done by IBM Business Consulting Services (2004), todays consumers are demanding lower prices on basic goods but at the same time, they are willing to pay premiums for products that matter more to them. (Florin, Callen, Mullen, Kropp, 2007) Traditional luxury, now commonly known as ‘old luxury, was all about conspicuous consumption and its appeal was derived from the status and prestige that came with the ownership of these products. The attributes and quality of the offering itself were of supreme importance as it was a cultural symbol of high taste. In the years after the Second World War, material wealth was highly sought after. The generation that witnessed World War II and subsequently the great depression had seen immense scarcity; this generation basked in the joy of material things and sought luxury as a symbol of wealth. (Danziger, 2005) While old luxury was about the thing itself, new luxury is about the experience. The economy, worldwide, improved continuously in the 80s and 90s leading to increasing disposable incomes, lower unemployment rates and a growing wealthy class in emerging countries. Simultaneously, the democratisation of luxury meant that luxury has now become more accessible to a larger population. Goods that fall under the ‘new luxury category are less expensive than traditional luxury goods yet, they have some confines in terms of their price as exclusivity. They are affordable, yet they enjoy a reasonable level of perceived prestige as compared to middle-range products. The prices of ‘new luxury items are kept only slightly above those of middle ranges. This helps in targeting a much larger segment than the traditional luxury niches. The consumers for this new luxury come from middle and upper middle classes for whom luxury purchase is a form of self reward and indulgence. Their focus is a desire for living the good life and private pleasure. As Twitchell says in his book ‘Living It Up: Our Love Affair With Luxury â€Å"These new customers for luxury are younger than clients of the old luxe used to be, they are far more numerous, they make their money far sooner, and they are far more flexible in financing and fickle in choice. They do not stay put. They now have money to burn. The competition for their attention is intense, and their consumption patterns if you havent noticed are changing life for the rest of us.† (Truong, McColl, Kitchen, 2009) The term masstige was introduced by Michael Silverstein and Neil Fiske to refer to a new category which aims at providing luxury to the masses. The term is derived from the words mass + prestige goods and services that occupy the space between mass and class (Silverstein Fiske, 2003). These products are priced at a premium over the convention but are not always positioned at the top of their category in price. A recent survey by the Boston Consulting Group (2004) said that the top four categories for ‘trading up are homes, cars, appliances and dining out (Florin, Callen, Mullen, Kropp, 2007). Examples of new luxury goods are the urban BMW 1-series starting at $ 19 000, Ralph Lauren Polo shirts sold in outlets for $ 9 and Swarovski crystals with prices as low as $ 20. (Truong, McColl, Kitchen, 2009) MASSTIGE TO MASS? Critics argue that brands which enjoy the tag of ‘masstige today, could become the ‘mass brand tomorrow. By definition, it is contradictory to sell prestige and exclusivity in mass (because when something is owned in mass, it would no longer be prestigious). These products may be successful at first, but their enchantment for the consumer would be inversely proportional to their success. The critical success factor, then, for masstige brands would lie in maintaining the equilibrium between prestige differentiation and a reasonable price premium. â€Å"In order for a masstige product to be successful in the long term, it must have a noticeable differentiation in design and/or technology compared to the regular products in the category. This differentiation must be real and marked. Promises of â€Å"improvements† are not enough if they dont really exist or are imperceptible to the consumer† (Smith, 2007). LONG LIVE LUXURY! With the advent of masstige, top end luxury houses like Armani and LVMH are entering into the affordable luxury arena. Critics argue that as luxury becomes more and more affordable, the concept itself will die out. Here is where understanding the sign-value of luxury is important the concept is not absolute but relative. Over the centuries, what constitutes luxury has changed, but the concept has endured. Brands that are at the top may not remain there, even objects that are considered to be part of luxury may change, but because of human social needs, the concept of luxury will persist. (Mortelmans, 2005) LUXURY vs. MASSTIGE Motivations for consumption When defining masstige, price is not the only criteria to differentiate between the realm of luxury and that of accessible luxury. An extremely important difference lies in the motivations for consumption. While the reasons for consumption of luxury can be both internally as well as externally driven, consumption of masstige is in most cases externally driven. Conspicuous consumption, which formed the basis of luxury when the concept originated, now forms the basis for the masstige category. Hence, a Valentino gown does not have a logo printed on it but a Tommy Hilfiger product will always have a label, logo and some visible identification mark on it so that others can see it. Global versus local Luxury is global, it remains the same across the world luxury brands target the elite who expect the same experience from their brands whether they are in the United States, Europe or in Asia. Although various brands have specific associations with the heritage of their countries of origin, a luxury brand is not modified to suit a particular geography. It is meant for people who are global, and hence the brand perception and delivery has to be ‘global in approach and consistent in delivery everywhere. Masstige on the other hand needs to be localised to an extent because the consumption of masstige is directed outwards. It has to adapt to the cultural ethos of the geography in order to remain relevant and in the process also gets absorbed into the culture of any society. LUXURY IN THE INDIAN CONTEXT TRACING THE ROOTS Luxury in India has its roots going back to the era of the Maharajas who, for centuries, splashed their enormous wealth and lived opulently. The Mughal dynastys wealth and power was a legend but as it waned, the old Indian maharajas began to re-emerge, and new ones began to rise. With the arrival of the British Raj, western influences began to show in the collections at the royal courts. Then began the romance with brands like LVMH, Cartier, Gerrard and Asprey. â€Å"Indian courts commissioned all sorts of fine art like jewellery, woodwork, painting, enamelling, inlaid weaponry and intricate floor coverings† (Gopinath, 2009). Jewellers like Cartier and Van Cleef Arpels, Louis Vuittons bags and luggage and watches by Jaeger-Le Coultre, which were the icons of luxury in Europe, were frequently commissioned by kings. At the same time, western styles of dressing were being adopted. (Forster) The Maharajas, who were patrons of music, arts, poetry and craftsmen, began to patronise European and Indian artists and designers as well. The Victoria and Albert Museum, London, has opened an exhibition ‘Maharaja: The Splendour of Indias Royal Courts in November, which will be on display till January 2010. The exhibition explores the lives of the Indian royals beginning from the 18th century till the end of the British rule. The exhibition showcases 250 items a number of which have been loaned from the private collections of the erstwhile royal families of India. Some of the objects on display are the Maharaja of Indores Modernist furniture, a Louis Vuitton travelling case, French designed sarees, a Rolls Royce Phantom and the studding diamond necklace of Maharaja Yadarendra Singh of Patiala. The necklace which was completed in 1928, originally contained 2930 diamonds, weighed almost 1000 carats and was part of the largest single commission that Paris jeweller Cartier has ever executed. Though Western brands are now flocking to India after its new found affluents, India has clearly been consuming western luxury since way before. LUXURIFICATION OF THE INDIAN SOCIETY The Indian luxury landscape is rapidly transforming owing to a combination of economic and social factors: Rising Affluence Merrill Lynch and Capgemini report that the number of high-net-worth individuals in India (at least US$1 million in financial assets) increased by 20.5% in 2006. According to the McKinsey Global Institute, consumers earning more than 1,000,000 rupees a year will total 24 million by 2025 larger than Chinas comparable segment. Their share of private consumption is projected to increase from 7% to 20% in 2025. However, it is the emergence and steady rise of ‘mass affluence of the Indian middle class coupled with aspirational mindsets and lifestyles that is driving consumer demand. The scope for luxury today is larger than it has ever been in India before owing to the strength of the population that can now afford luxury goods. According to sereval reports by McKinsey Global Institue, the Indian middle class (household disposable incomes from Rs. 200,000 to 1 million a year) will increase from approximately 5% to 41% of the population and will become the worlds fifth largest consumer market by 2025. (Foreign Policy) Exposure to Media Media explosion in the form of television, radio, internet and print has led to increased product knowledge and awareness of brands. Fashion and lifestyle media have established a strong following as mainstream media are taking greater interest in consumer lifestyles, fashion trends and luxury brands. A milestone here was the launch of the Indian edition of Vogue magazine in 2007. Along with the platforms available for advertising, the spending on advertising is also rising. According to ZenithOptimedia, advertising expenditures in India increased from US$1.1 billion in 1996 to US$4.7 billion in 2006 and forecasts suggest that this number will exceed $7 billion in 2009. Accessibility of luxury brands A couple of decades ago, in order to purchase luxury brands such as Gucci, Cartier and Chanel, Indian consumers had to travel to Europe or the U.S. Today, the biggest names of the world like LVMH, Armani and Tommy Hilfiger are present in not only Delhi and Mumbai, but are also setting shop in the upcoming metros like Pune and Hyderabad. Inadequate retail space has also been a challenge to luxury brands operating in India which have been, until recently, hidden in lobbies of five star hotels. The retail boom is changing this scenario. Organised retailing, which currently comprises 6% of the market, is expected to rise to 15% in the next two years. Retail space has increased from 22 mn sq ft in 2002 to 101 mn sq ft (almost 5 times) in 2007 and is predicted to increase by a further 200% to 300 mn sq ft by 2012. (Jindal, 2008) With the retail revolution, newer formats like luxury shopping malls are evolving. An example of these new avenues for luxury brands is the Delhi luxury-goods mall, Emporio which opened in March 2008 which houses over 70 international high-end brands. In 2006, again, AT Kearney has ranked India at the top of its Retail Development Index as the worlds most attractive market for mass international retail expansion. Brands like Marks Spencer, McDonalds and Tommy Hilfiger have entered the market with franchisees due to market regulations which are in the process of loosening up further. (Euromonitor International, 2007) Market Regulation The further liberalisation of the Indian economy has made the market attractive to international players despite heavy import duties on luxury goods and foreign investors are looking to make long-term investments in the country. (Atwal Khan, 2008) THE CHANGING FACE OF THE INDIAN LUXURY CONSUMER In an interview the Pitch magazine, Radha Chadha, author of the book ‘The Cult of the Luxury Brand said that India currently is at an early stage of the luxury brand culture. â€Å"Typically, it starts when a country goes through a rapid economic growth and that has been happening in our country for the past few years. It puts money into peoples hands, at some point they want to demonstrate that. The third stage is what I call the show-off stage, where China is today and some of India is moving towards. Then comes the fit-in stage where we see a large scale adoption of luxe fuelled by the need to conform. The last stage is way of life where people are habituated to luxe products; they become confident and discerning buyers, like in emerged markets†. (Chadha, 2008) The luxury market in India has traditionally been segmented according to two distinct customer groups the affluents and the non-affluents. With the pace of economic development, rise of the middle class and the transition towards a consumer society, the profile of the luxury consumer has also evolved. Clustering luxury consumers into segments based simply on socio-economic classifications is erroneous. Todays luxury consumer is much more diverse and hence the old segmentation and classifications need to be reassessed. The regular classifications of customers based on income or SEC are not sufficient today to gauge clearly who are the consumers who are actually consuming luxury (Pant, 2009). India has always had a small elite segment that has been shopping abroad and buying western brands for ages. This elite class consists of the descendants of the royal families, nawabs and small rulers and long standing industrial families like the Birlas, Tatas, Godrej, Bajaj, Mahindras, some tracing their roots back to pre independence days. (Chadha Husband, 2007). This was the select, privileged segment that was exposed to and could consume luxury. In todays scenario, a typical BPO operator in Mumbai or Delhi is spending a substantial proportion of their monthly salary on international brands of clothes, accessories and cosmetics. â€Å"These are consumers are not affluent in the traditional sense of originating from wealthy family backgrounds, but are ambitious and successful in their chosen professions. Personal performance based on merit has got them to where they are today. Todays luxury shopper could be a broker, an entrepreneur, IT specialist or a student† (Atwal Khan, 2008). They purchase luxury not simply to show off, but as a self-reward. As Atwal and Khan say in their paper ‘Luxury marketing in India: because Im worth it, this generation consumes brands, goes shopping and purchases luxury as they firmly believe in the sentiment â€Å"because Im worth it†. The Indian Affluents In her article in the Brand Reporters special issue on luxury marketing, Vatsala Pant says that it is to try and understand these diverse consumers that one such measure, the Nielsen UMAR (Upper and Middle Rich) survey has redefined affluence using lifestyle and ownership of consumer durables factors (Pant, 2009). On the basis of these factors, Nielsen has estimated that there are 2.6 million affluent households across 35 cities (metros and upcoming metros) of India. Affluent Households in India (Source: Nielsen UMAR survey) — LANGUAGE Luxury is no longer reserved for the English-speaking elite. The survey reveals that 51% of these affluents have been educated in languages other than English and dont speak English as a primary language at home. The primary language spoken, then, becomes the preferred language for media consumption. — FAMILY STRUCTURE Ninety percent of these households live in nuclear families or nuclear families with elders living with them. The average size of the family is 4 members with the chief wage earner typically over 35 years of age. — DURABLES While all the households have the basic durables like TV, refrigerator, washing machines and mobile phones, the Rich segment is seen to have more expensive double-door refrigerators, front loading washing machines and microwaves as well. 20% of the affluent households have two or more TV sets. — MEDIA CONSUMPTION While the most popular medium is TV (watched in 98% of the HH), the next most popular is print where 70% HH read English dailies. However, only 10% read English business dailies. Popularity of watching cinema outside the home is more (67%) than radio listenership (54% of HH). 55% of the HH browse the internet while only 38% read magazines. (Pant, 2009) Changing Trends of the Affluent Indian Consumer Indian consumers are value conscious and highly value driven. Not just products, but the delivery and experience are becoming increasingly important. With the advent of international luxury brands with a bang into the country, consumers want world-class brands, and expect world-class quality, service and experience. They expect the latest designs and most modern technologies available. As the purchasing power has gone up, so have aspirations. The concept of wealth to be enjoyed rather than just display and badge value has emerged. Indulgence and self-rewarding behaviour are on the rise rather than simply the need to show-off. (Raman, 2007) NEW LUXURY FOR INDIA In their paper ‘Luxury marketing in India: because Im worth it Glyn Atwal and Shaziya Khan say that â€Å"the establishment of different levels of luxury ranging from ultra luxury to affordable luxury is a reflection of luxurys increasing mass appeal in India†. The concept of masstige or new luxury is extremely relevant in the Indian context for two reasons firstly, the market for masstige is huge is India owing to rising disposable incomes and a burgeoning middle class. Secondly, Indians are extremely value conscious and new luxury would, for many, be the first opportunity to experience luxury. This, then, could be the first step for a large population to move on to luxury. Rising incomes and the recent retail boom in the country coupled with increasing awareness has sparked off consumption of new luxury brands in India. At the same time, the arrival of international brands and players on the scene has provided accessibility to global resources and efficient supply chains. â€Å"The Indian society is moving towards NUF (Nuclear Urban Family) where each individual has their own tastes and preferences† (Marketing Funda: Masstige, 2007). The consumer is becoming more demanding in terms of value, quality and service. A Euromonitor report on India states that for the burgeoning middle class, the spending area is shopping for brand names. Consumerism is a significant aspect of the new, younger middle class which gives a lot of importance to lifestyle and branded goods. (Euromonitor International, 2007) A look into the Indian consumers luxury needs In their qualitative research of the Indian consumers, Glyn Atwal and Shaziya Khan discovered that the Indian consumer associates luxury with perceptions of not just quality and performance but with comfort, beauty, pleasure and style. The product is no longer the sole criteria for choice, the service and experience of shopping are crucial to the decision making process. When societies experience fast economic growth, the phenomenon of luxury usually gains popularity because the acquisition of luxury is a symbol of prestige and signifies how fast you have climbed up the ladder of social mobility. A similar phenomenon is being seen in India but the motivations to acquire luxury brands go beyond displaying social status. Consumers are moving on from an outward expression of luxury to an inward directed emotional experience. Luxury brands are helping people â€Å"define identities and express values†. (Atwal Khan, 2008) CHAPTER 2: INDIAN ADVERTISING- AESTHETICS CONTENT ADVERTISING INDIAN CULTURE William Mazzarellas ethnographic study of ‘globalizing consumerism in the context of Indian advertising talks about how advertising is produced in metropolitan India and transformations in the Indian public culture along with the rise of mass consumerism. As Mazzarella puts it: â€Å"As an aesthetic interface of post colonial capitalism, the everyday practice of advertising constantly calls into question the conceptual alignments that ground business discourse: local and global, culture and capital, particular and universal, content and form† (Mazzarella, 2003) Goods possess meaning of two kinds: 1. given and propagated by manufacturers and 2.that have been created by the users themselves because of the way they use them, symbolic meaning etc. Material culture is not simply about objects but about the â€Å"intimate connection between the object and its users†. The value of any material is co-constructed by the manufacturer/seller, the user and the society/social norms/perceptions/evaluations. While necessity is culturally associated with lower incomes and to an extent poverty, luxury stands at the other extreme being associated with wealth as well as taste. Comfort comes somewhere in between. Again, what we define as necessities or luxury comes from our cultural framework. In India, the cultural framework is defined largely by the middle class for whom, say, not just food, shelter and clothing but hygiene too may be necessity. (Nayar, 2009) The Indian culture has deeply embedded in it values of saving and economic prudence. This is why trade promotion deals like 25% extra on packs, free gifts etc. work so well in the market. This economic prudence is not just monetary, it also has a strong influence of moral economy i.e. economy that is good for the family as a whole. A married woman feels she has been a good mother and wife if she has saved money on her daily grocery shopping. The other fundamental values are those of safety and privacy of the family and to be aesthically and culturally presentable. (Nayar, 2009) With the rise of globalization and proliferation of MNCs into the country post 1991, ironically, a new movement began that of the New Swadeshi. In the increasingly ‘global scenario, Indians were searching for what is their own. The term swadeshi re-entered the vocabulary of India during 1996-97. Over the last decade, the swadeshi and the global have merged, adapted and evolved from the transnational media of the 1990s which were supposed to have an â€Å"Indian soul and international feel†. The formula here was to show stereotypical exotic imagery of the Indian â€Å"tradition† and place it in an international context. <