A Collection of Traditional and Literary Ballad Poems

The Battle of Taiyuan

The Battle of Taiyuan Tom Su The skirmish of Taiyuan incorporates: Battle of Pingxingguan fight, Tianzhen, Xinkou fight, clash of Taiyuan, clash of niangziguan. From October 1937 to November, during the Anti Japanese War, Chinese second soldiers with the Japanese armed force in North China in the north of Shanxi Province, the eastern and focal areas of the enormous scope vital protection battle.[1] In the pre-fall of 1937; the Japanese Kwantung Army head of staff under the order of Tojo E, the military set up home office in Toronto, with four detachment troops along the level Suilu from mongolia. Pinghan way Japanese armed force Fifth Division at the leader of the division under the order of Itagaki Shiro, from Huailai through Weixian County, Laiyuan to Baoding to arrange activities. China, the national government in the second battle in every division in Weixian County, and Tian Zhen, Yanggao Pingxingguan, Datong in the close to the primary get together, in anticipation of julebu and Japanese hostility armed force fight. Since September fifth the Japanese assault West , just twenty days, they involved the city, the town of Datong, Jining, Yanggao and huge zone. Tianzhen Battle: fight from September third began, more than 1 thousand and 500 Japanese soldiers started to assault the Kuomintang positions,In September fifth, 6, the Japanese airplane, tanks, ordnance, protected vehicles and step in excess of 3 thousand horsemen started to assault the town primary position. In the assault, the Japanese armed force likewise utilized a gas bomb, notwithstanding the airplane. The 400 regiment positioned in Panshan to oppose, the final product was miserably dwarfed more than and 800 losses, come up short on ammo and food supplies, and afterâ the Japanese advancement position.In September ninth, the fall of yanggao. The Japanese attack complex back to TianZhen. The back was excised, authority Li Fuying requested to leave,at12,Tianzhen fall, North Shanxi lost obstruction. Pingxingguan Battle: in September 21st, the Japanese armed force Fifth Division twenty-first regiment in two infantry detachment from Hunyuan south to ascend mountains, the seventeenth armed force assaulted the protectors of positive, multi day occupation gathering and afterward to twenty-first unit Chengkou; from Lingqiu toward the south, Pingxingguan from frontal assault, the KMT armed force was battling thirty-third armed force seventy-third Division, 24 soldiers raged once more. Thirty-fifth armed force officer Fu Zuoyi rate save armed force 2 division fortifications, the Japanese assault baffled. The Eight Route Army in the 115th division authority Lin Biao, agent leader Nie Rongzhen prompted a hit Lingqiu, Laiyuan in 685th, the fundamental foe lines, 686th, 687th regiment three regiment trapped the Japanese armed force in Lingqiu County, great landscape of East Henan town Pingxingguan upper east expressway on the two sides of the mountain. In September 25th, the Fifth Division forty-second regiment of the twenty-first unit and an enormous number of stuff vehicles from Lingqiu to progress in the pre V zone Pingxingguan, killed a great many individuals, several vehicles were decimated. The Japanese Army Second unit, Fifteenth east post, 27 days on the second day of Ru trades, sends out fell. Japanese soldiers involved Fanshi, the danger of Pingxingguan paranotum. multi day and night, Pingxingguan army was requested to pull back to Mount Wutai. The Japanese armed force was in Pingxingguan westbound to Daixian. Xinkou Battle: The Communist armed force and the Kuomintang armed force withdrew to Xinkou, the two sides of WuTaishan and the Yunzhonshan mountains, and the safeguard was positive. In October second, the Japanese armed force assaulted Gouxian, and afterward squeezed against Yuanping, overcoming Jiang Yuzhens 196th detachment in thirty-fourth, December first, 50000 Japanese soldiers started in Xinkou ambush, utilized in excess of thirty airplane, forty mounted guns, and in excess of fifty tanks. 16, China to retaliate, the Japanese log jam. 19, China armed force effectively assaulted Yangmingbao air terminal and demolished 24 Japanese planes on the ground, on account of air support, in 26 Japanese ambush legion China battalion line push back to Shijiazhuang through the Taiyuan railroad. January eleventh, the Chinese armed force to surrender Xinkou, came back to Taiyuan. Niangziguan barrier fight: The Kuomintang troops into East Shanxi Niangziguan region guard association, positive for the seventeenth, thirtieth division, fourteenth armed force left, directly by the third armed force, agent leader of the second region boss Huang Shaohong order. In October eleventh, the Japanese twentieth division of the control of Jingxing, a school of Niangziguan front, the principle sidestep in 13, caught the old traditions. Yan Xishan is on edge to fortify the north of Shanxi Province, sun Lianzhong pace of the twenty-6th Route Army input Niangziguan, sorted out a counterattack, the Japanese contenders, however didn't recapture the old traditions. 21, the Japanese twentieth division authority Kawagishi Fuburo 109th division of fortifications, to proceed in the flight support under the frontal assault of Niangziguan, covering twentieth division two commando moved southward. estimating the town of fish on the south side of Third Army advancement safeguard, and pivot to Niangziguan. Niangziguan battalion in full retreat, the Japanese teenageâ boy along the west of the railroad pursue, blocking and repulse Joseph forty-first armed force, the control of Shouyang in November second. Japanese rapidly drawing closer Yuci, The twentieth division troops stuff by Qigencun, has multiple times by the Eight Route Army 129th division. 26, the Japanese left around 4 Commando Brigade by jeopardizing Taiyuan. In October fourth and 7, the Japanese armed force in a mountain by Guangyang 115th, 129th division of the Eight Route Army snare. The skirmish of Taiyuan: In November fourth, Yan Xishan Fu Zuoyi was delegated officer of the Yugoslav capital Taiyuan, Wei president in the subsequent front, resolved to possess Taiyuan Beijiao positions in Xinkou withdrawing troops, to pull back the soldiers shielding the Niangziguan eastern rural areas of Taiyuan, Yuci to elevate the Japanese fortifications to reserve assault simply thirteenth armed force, 7 armed force unit in thirty-fifth is answerable for the harm. In any case, the two line is as yet dependent on the withdrawal of troops isn't steady, the Japanese that followed, the request for disorder. 5, the Japanese represented 6 of Yuci Road, North Road, the Japanese at Taiyuan city divider, 7 sides of the Japanese attack to. Battle to the night, just in excess of 2000 protectors warriors. The skirmish of Taiyuan is the Second World War Chinese armed force and Japanese armed force first front fight, yet in addition Chinese Communist Party and the Kuomintang participation j ust because battling, the Japanese armed force involved Chinese moderate speed, it devours the Japanese Army powers broke the Japanese armed force solid. Catalog Chen,C.Peter Battle of Shan Xi World war 2 Database 2004-2007.Accessed Fed 23.2017.www2db.com/ Akira Kakizawa Early Japanese Campaign in the second Sino-Japanese war.Axis History discussion Aug 2006.Accessed March 9 2017.www.forum.axishistory.com/ Long,F Battle of taiyuan.Nov 2015.Accessed March 9 2017.www.baike.baidu.com/ Xi,N Background and procedure of Taiyuan.March 2016.Accessed March 22.www.shanxi.sina.com.cn/ [1] Peter C. Chen. Skirmish of Shan Xi World War 2 Database. 2004-2007. Gotten to February 23, 2017. www2db.com/ [2]

Invisible Man SparkNotes Essay Sample

Invisible Man SparkNotes Essay Sample Invisible Man SparkNotes: Facing Racism and Humiliation The book which won one of the most prestigious literary awards in the USA discloses the social challenge that African-Americans were forced to meet at the beginning of 20th century. “Invisible man” by Ralph Ellison is a first-narration story which starts with the narrator’s explanation why he considers himself to be invisible. Physically he exists, but this fact means nothing to society; whites refuse to accept him as he is black. What severe handicaps did the narrator face in his way? What made him live underground and damped the spirit? Let’s find out more about his life with the Invisible man SparkNotes. Man Who Lives Underground What is the name of the teller? No one knows. He prefers to remain unnamed to the end of his woeful story. His name doesn’t matter. He is one of those men whose life is a chain of misfortunes, derision, and betrayals. Struggle to survive, running from the social cruelty; the narrator hides underground. Curious, how he manages to live there for years! He steals electricity from the power plant due to that more than a thousand light bubbles illuminate the everlasting darkness. He gets a photograph, and Lois Armstrong’s virtuoso trumpet solo gently flows in this strange place. Here, deep underground, the narrator is going to write his extraordinary story. Sparknotes Invisible Man: Severe Challenges Graduation. The youth of the Invisible man is connected to a Southern town where he graduates from high school. The talented boy wins a scholarship to college. But to get it, he must take part in humiliating Battle Royal. It is the cruel entertainment of influential white gentlemen in his town. For their own amusement, they make him fight with other black boys, all of them are blindfolded. He receives his scholarship through scrambling over an electrified carpet. It is how the narrator is entering his adult life. College. The narrator’s college years were marred by an unfortunate incident which causes his exclusion from college. He seeks for new life-changing opportunities and goes to Harlem. Between jobs. Seven recommendation letters that are given him by the college president don’t work. No one employs the young black boy. It turns out that the teller has been betrayed as Dr. Bledsoe described his as a dishonest man in those letters. Soon, the narrator manages to get a position as a worker at the paint factory producing first-rate white paint. But misfortune strikes once again. He becomes an object of fear of paranoid Brockway, a black man who considers the narrator was joining union activities. Once, while they were fighting, unattended tank explodes. The narrator is gravely injured and hospitalized. Hospital treatment. Ironically, white doctors who supposed to alleviate his suffering turn into a black patient’s tortures. They provide electric shock experiment on a man with memory loss who is unable to speak. After leaving the hospital, the teller fainted in the street. Mary, a kind lady, helps to take care of him. The Treason of Brotherhood One day, the Brotherhood community met him as their member. It is a political organization that aimed to help those who oppressed. As a gifted speaker, the teller becomes a prominent figure in the organization. However, soon after, he is accused of being selfish and putting his own ambitions ahead of the Brotherhood’s members. He is moved to another post. His friend, Clifton, a member of the organization, is shot to death by a policeman. At the funeral, the teller delivers an impassioned speech without the Brotherhood’s permission. The members of the organization are furious with his action and castigate the narrator. He understands that the Brotherhood never has a keen interest in black community’s problems. Rape accusation. Being a member of the political organization, the teller is seduced by a white woman, who tries to use him as he is black. The other lady, whom he decided to seduce to get secret information, tries to use him to realize her fantasy of being a victim raped by a cruel black man. Pursued by a black. The black nationalist Ras seek the narrator to settle the score. He sends the men to beat up his adversary so that the teller is forced to change his appearance using a hat and spectacles. People mistake him for the man named Rinehart, who has accepted into white society. Now he is involved in a gang of looters. Sealed underground. A destructive chain of events makes him flee. Unexpectedly, the teller engages in burning down a house. To avoid being arrested, he disappears into an underground utility hole. Two white policemen mock him and seal the cover over the bin. They leave him alone to reflect on the racism and humiliation he has experienced in his life. Here the reader met him at the first place. Conclusion Invisible Man outlines numerous social and intellectual problems that face African-Americans: Reformist racial policies; Relationship between identity and Marxism; Black nationalism. The nameless black narrator is a representative of the whole generation of intelligent African Americans who grow up in the rural South. Through the black narrator, the author shows the reader the real life of a black Everyman, who faces racism and humiliation. Because of racial prejudice, whites never see the true nature of the highly gifted man. His illusions are coherently destroyed through his life experiences.

Fetal Alcohol Syndrome Essay - 3817 Words

Fetal Alcohol Syndrome Fetal Alcohol Syndrome... is the name given to a group of physical and mental birth defects that are the direct result of a womans drinking alcohol during pregnancy. Fetal Alcohol Syndrome is a series of mental and physical birth defects that can include mental retardation, growth deficiencies, central nervous system dysfunction, craniofacial abnormalities and behavioral maladjustments. Fetal Alcohol Effect is a less severe set of the same symptoms. All communities nationwide, and especially high-risk women in their childbearing years, need better information about the dangers of drinking during pregnancy. But most health care providers are unfamiliar with and untrained in the issues of substance abuse†¦show more content†¦The institutional and medical costs for one child with FAS are $1.4 million over a lifetime. What babies are at risk for FAS and FAE? Whenever a mother drinks, her baby is at risk for Fetal Alcohol Syndrome or Fetal Alcohol Effect. When a pregnant women drinks alcohol, her baby does too. It is not clear whether there is a threshold amount of alcohol that must be consumed before damage to the baby occurs. There is also no proof that small amounts of alcohol are safe. Is there a cure for FAS? There is no cure for Fetal Alcohol Syndrome. Once the damage is done, it cannot be undone. However, FAS is the only cause of birth defects that can be completely prevented. How can FAS be prevented? The easiest way for a woman to prevent FAS is to not drink during pregnancy. Communities, schools, and concerned individuals can help to prevent FAS/FAE, through education and intervention. ** According to the Substance Abuse and Mental Health Services Administration (SAMHSA), 2.6 million young people do not know that a person can die of an overdose of alcohol.20 Alcohol poisoning occurs when a person drinks a large quantity of alcohol in a short amount of time. ** The amount of alcohol in the bloodstream is called the blood alcohol concentration or BAC. BAC is measured in percentages. For examples, a BAC of 0.10 percent means that a person has 1 part alcohol perShow MoreRelatedFetal Alcohol Syndrome942 Words   |  4 Pages Fetal Alcohol Syndrome According to Seaver, Fetal Alcohol Syndrome (FAS) is birth defects causing learning, and behavioral problems in individuals whose mothers drank alcohol during pregnancy. This disorder is very serious, yet it is recognized as one of the most preventable. This causes major issues, when something so serious could be prevented but is not. Fetal Alcohol Syndrome is a problem because it leaves a permanent effect on the unborn child, but some solutions could be educating women andRead MoreFetal Alcohol Syndrome1466 Words   |  6 PagesFetal Alcohol Syndrome â€Å"If women didn’t drink anymore during pregnancy, there would never be another baby born with Fetal Alcohol Syndrome or Fetal Alcohol Effect† (McCuen 33). This is a very powerful statement. It is also a very simple cure for an alarmingly high birth defect that all women have the power to stop. â€Å"Every year more than 40,000 American children are born with defects because their mother drank alcohol while pregnant â€Å" (McCuen 34). That is 1 to 3 per 1,000 live birthsRead MoreThe Disorder Of Fetal Alcohol Syndrome1018 Words   |  5 Pagesthe the disorder Fetal Alcohol Syndrome .This paper will aim to discuss what the disorder is ,it s history how it is diagnosed and the treatment and prevention of this disorder. Taking a sip a int hip Introduction :Behold, thou shalt conceive, and bear a son; and now drink no wine nor strong drink, neither eat any unclean thing(Bible-Judges 13:7).It has been known throughout history that the effects of alcohol use in pregnancyRead MoreEssay on Fetal Alcohol Syndrome1390 Words   |  6 Pageslead to many severe abnormalities in the growing fetus. More specifically, a disorder that will be explored in this essay is Fetal Alcohol Syndrome (FAS); caused by alcohol consumption during pregnancy. Since the alcohol is consumed in such a developing stage of the fetus, it can potentially cause many different complications in the unborn child. Fetal Alcohol Syndrome could easily be prevented with more awareness to the issue and its defining characteristics, how it affects the fetus during growthRead MoreFetal Alcohol Syndrome Essay1707 Words   |  7 Pagesof prenatal alcohol exposure (Lupton, 2003). This number will only continue to grow if the risk of drinking alcohol while pregnant i s not brought to the people’s attention. When the mother takes a drink of alcohol, so does the fetus, which will cause physical and behavioral problems after birth. Fetal Alcohol Syndrome (FAS) is completely preventable and irreversible. FAS awareness and prevention is important; expectant mothers need to know the background information about the syndrome, some commonRead MoreFetal Alcohol Syndrome Essay1699 Words   |  7 PagesFetal Alcohol Syndrome Fetal Alcohol Syndrome (FAS) is a condition affecting children born to women who drink heavily during pregnancy. There are three criteria used to describe the effects of prenatal alcohol exposure and to make a diagnosis of FAS. The first of these is a pattern of facial anomalies, these features include: #61558; Small eye openings #61558; Flat cheekbones #61558; Flattened groove between nose and upper lip #61558; Thin upper lip These characteristicsRead MoreFetal Alcohol Syndrome Essay1096 Words   |  5 PagesFetal Alcohol Syndrome (FAS) is a mental and physical birth defect. It occurs when a pregnant women consumes high levels of alcohol during her pregnancy. The effects of FAS can be traumatic in some cases, and in others children were slightly affected by exposure to alcohol. FAS has a wide range of effects on the fetus and infant, retarded growth, under developed facial features, slow cognitive development, and many more. The evidence of cases is overwhelming, yet in some societies it is still anRead MoreFetal Alcohol Syndrome Essay1522 Words   |  7 PagesFetal Alcohol Syndrome (FAS) is a disorder that can happen to children whose mothers drank sufficient amounts of alcohol sometime throughout their pregnancy. Fetal Alcohol Syndrome is a condition classified in a group called Fetal Alcohol Spectrum Disorders, and is the most known and severe of the group. FAS, depending on the factors such as location, population and race studied is considered one of the leading known causes of mental retardation and birth defects, with 0.2 – 1.5 out of every 1Read MoreEssay on Fetal Alcohol Syndrome2703 Words   |  11 PagesFetal Alcohol Syndrome Fetal Alcohol Syndrome (FAS) is a pattern of mental, physical, and behavioral defects that may develop in the unborn child when its mother drinks during pregnancy. These defects occur primarily during the first trimester when the teratogenic effects of the alcohol have the greatest effect on the developing organs. The symptoms associated with FAS have been observed for many centuries, but it was not until 1968 that Lemoine and his associates formally described theseRead MoreFetal Alcohol Syndrome Essay1100 Words   |  5 Pagesyou want your child to have FAS? Read on and I believe you will come to the same conclusion as I have about FAS. FAS doesn’t sound so bad, but in reality it is. FAS means Fetal Alcohol Syndrome. FAS is a combination of physical and mental defects first evident at a baby’s birth. FAS is a direct result of a woman drinking alcohol during pregnancy. These defects continue through out the child’s life. One in five hundred children are born with FAS. Your baby is at risk no matter how much liquor you

Advantages And Disadvantages Of Homelessness In Australia

Introduction Homeless people experience disadvantage in various aspects of their life, and this disadvantage is explicitly evident through their connection with human rights. Homelessness is a multi-faceted issue that impacts various groups in different ways as outlined by Homelessness Australia (2012). The disadvantage of being homeless closely relates to this group’s contact with the fundamental human rights and is a prominent element to the barriers that limits their access to sufficient justice (AHCR n, d). This essay’s contention is to examine how human rights are important to homeless people’s access to justice, the barriers that this institution places on the homeless, and how access to this institution can better adhere to the†¦show more content†¦Structural inequality describes the structural patterns of behaviour and is believed to exist when some individuals have greater opportunity for success than others (Carpenter and Ball 2012, 64). This disadvantage i s a result of one’s lottery of birth, a concept which stipulates that no one chooses the circumstances to which they are born, hence they should not be held responsible for such circumstances (Carpenter and Ball 2012, 64). In conformance to this notion, the concept of class capital is pertinent to understanding inequality and has a powerful impact on one’s life chances. Life chances are diminished as a result of structural inequality, and can be defined as a socially constructed framework that limits a social groups chance to succeed in life (Carpenter and Ball 2012, 14) Lastly, Ball (2017) explains that class capital is how an individual is defined by his or her embodied, objectified, and institutionalised assets in addition to their economic wealth and social class. The Relationship between Human Rights and Injustice for Homeless People Australia’s homeless minority group are both economically and socially challenged (Watson 2000). This is clearly evident in the link between homeless people’s contact with human rights, demonstrated through their lack of social inclusion, violation of the right to shelter and so forth. These issues are entrenched in the International Covenant on Civil and Political Rights (ICCPR)Show MoreRelatedDomestic Violence : A National Issue Of Epidemic Proportions1688 Words   |  7 Pagesis a crime (Douglas, 2008). However, a debate continues over the value of applying criminal law in this field. This article investigates the current operation of family law in Queensland in the domestic violence sphere and explores the advantages and disadvantages of applying criminal law to this area. Areas of investigation include, the effectiveness of current law, current issues relating to domestic violence, relevant stakeholders and perspectives and alternatives and recommendations relatin gRead MoreAustralia s Health Care System1192 Words   |  5 PagesThe Health care systems in Australia have one of the most affordable, accessing and comprehensive in the world. Access is the right to enter into and able to use the health care system. Australians have enablers and barriers that may affect their health care system. Barriers have limited or, no access to health care as consumers can have poor understanding of how to access health services, language difficulties for instance medical jargon’s or not understanding English at all, financial crisis andRead MoreThe Role Of The Juvenile System For Young People1543 Words   |  7 Pagespeople under the age of 18). This is due to young people lack maturity hence their thinking process differ from adults, as a result, they are more likely to commit in risky and anti social behaviors influenced by their peers (Aic.gov.au, 2015). In Australia, both welfare and justice model is used in the criminal justice system where th e welfare model argues for the need for rehabilitation for young offenders whereas, the justice model adopts the concept that it’s within the young offender’s choice toRead MoreThe Current Government Measures Used For Aid Low Income Citizens1761 Words   |  8 PagesThe poverty line is set at between fifty to sixty percent of the median household income in Australia. The Australian Council of Social Services (ACOSS), found that poverty in 2011 to 2012 was considered to be a single adult with an income of less than four hundred dollars per week and a couple with two children earning less than eight-hundred and forty-one dollars per week. This constitutes in over two and a half million Australians and nearly fourteen percent of the national population having anRead MoreThe Gap Strategy Of Australia1907 Words   |  8 Pagesin Australia alone. What isn’t happening is ending this epidemic with the main contributors of poverty including housing, education, employme nt and food security, many of those most people are taking for granted. (ACOSS, 2012) One strategy that is currently helping to end poverty in Australia is the Close the Gap strategy which is aimed at the most disadvantaged peoples in Australia which is the indigenous people suffering from poverty. (Oxfam Australia, 2015) Indigenous people in Australia areRead MoreThe Transmission Model Of Communication2266 Words   |  10 Pagescreating behaviour change. However, health promotion aiming to create behaviour change appears to be more likely to succeed with the use of both models in the one campaign such as in the â€Å"Slip Slap Slop Seek Slide† campaign run by the Cancer Council Australia. Public health seeks to communicate health information in such a way that the messages they convey can be managed, engaged in and understood by individuals, groups and communities at all levels of society. Previous identification and knowledge ofRead MoreModern History.Hsc.2012 Essay25799 Words   |  104 PagesAmerica’s history occurred. * This drought was worst between 1931-1936. An area of 20 million hectares came to be known the ‘Dust Bowl’. * the farm economy continued to produce more than consumers could afford to buy so prices plummeted. homelessness / Development of shantytowns etc Many workers were unable to service mortgage repayments (particularly those who had over-extended themselves assuming the boom of the 1920s would continue) and found themselves homeless†¦ Shanty towns began to developRead MoreDeveloping Management Skills404131 Words   |  1617 Pages456 Providing Resources 457 Connecting to Outcomes 457 Creating Confidence 458 Review of Empowerment Principles 459 Inhibitors to Empowerment 461 Attitudes About Subordinates 462 Personal Insecurities 462 Need for Control 462 Delegating Work 463 Advantages of Empowered Delegation 463 Deciding When to Delegate 464 Deciding to Whom to Delegate 465 Deciding How to Delegate Effectively 465 Review of Delegation Principles 470 International Caveats 471 443 SKILL ANALYSIS 474 Cases Involving Empowerment

A Person Who Is Trying to Study Free Essays

WR7 – 1 Week Seven Homework No-Name Name: Writing Assignment Task WR7. 0 1. Knowledge Assessment: Lesson 8 – Managing Users and Computers (50 points). We will write a custom essay sample on A Person Who Is Trying to Study or any similar topic only for you Order Now a. Fill in the Blank: Complete the following sentences by entering the correct word or words in the blanks: 1. In a case where multiple PSOs are configured for a particular user, Active Directory will determine which one to apply by using the PSO’s precedence . 2. You can automatically add a technical support user to the local Administrators group of each domain workstation by using Restricted groups . 3. The pupate. exe command allows you to manually refresh Group Policy settings on a particular computer. 4. Tattooing refers to a Group Policy setting that is not removed when the GPO setting reverts to â€Å"Not Configured. † 5. You would audit account logon events to determine who is authenticating against your Active Directory domain controllers. 6. Each Active Directory domain controller acts as a(n) to enable the distribution of Kerberos tickets. 7. folder redirection Key distribution center allows you to configure a user’s Documents, Desktop, and other fold ers o that they are stored on a network drive rather than the local computer. 8. Settings in the kerberos poloicies section of Group Policy allow you to configure the maximum allowable clock skew between a client and a domain controller. 9. Auditing for Policy change events will alert you when a change is made to User Rights assignments, IPSec policies, or trust relationships. 10. You can create a consistent service startup configuration for multiple computers by using the system services node in Group Policy Knowledge assessment continues on the next page IT222 Microsoft Network Operating System II b. Select the correct answer. c WR7 – 2 1. What type of object will you create to enable multiple password policies within a Windows Server 2008 domain? a. msDS-MinimumPasswordLength b. msDS-MultiplePasswordPolicies c. PasswordSettingsObject (PSO) d. msDS-PasswordObject b 2. Which configuration item has a default value of 90 minutes for workstations and member servers, with a random offset of 0 to 30 minutes to optimize network performance? a. Refresh time b. Refresh interval c. Clock skew d. Clock interval d . To determine which users are accessing resources on a particular member server in an Active Directory domain, which event type would you audit? a. Account logon event b. Policy change event c. Account management event d. Logon event a 4. Monitoring a system such as Active Directory for the success and/or failure of specific user actions is called a. auditing b. inspecting c. scanning d. sniffing c 5. Which audit category inclu des events such as server startup and shutdown, time changes, and clearing the security log within the Windows Event Viewer? . Process tracking b. Privileged use c. System Events d. Policy management Knowledge assessment continues on the next page WR7 – 3 Week Seven Assignments a 6. Which feature allows you to control how much space a user can take on a particular hard drive volume, configurable via Group Policy? a. Disk quotas b. Folder redirection c. Offline files d. Object access auditing d 7. To prevent users from re-using a certain number of network passwords, what can you configure as part of a domain-wide policy or as part of a Fine-Grained Password Policy? . Minimum password length b. Minimum password age c. Maximum password age d. Enforce password history b 8. A PasswordSettingsObject (PSO) within Active Directory is also known as which type of object? a. msDS-PasswordSettingsPrecedence b. msDS-PasswordSettings c. msDS-PasswordComplexityEnabled d. msDS-MinimumPasswor dLength c 9. Which Group Policy feature allows users to access user files when the user is disconnected from the corporate network? a. Folder redirection b. Disk quotas c. Offline files d. Object access auditing b 10. Which audit event type is triggered when user or group accounts are created, deleted, renamed, enabled, or disabled? a. Account logon events b. Account management events c. Privileged use events d. Policy management events IT222 Microsoft Network Operating System II 1. Knowledge Assessment: Lesson 9 – Software Distribution (50 points). a. Match the following definitions with the appropriate term. WR7 – 4 Definition a. This feature of Group Policy software installation will automatically reinstall critical application files if they are accidentally or maliciously deleted. . Group Policy software installations rely on this file type to create an installation package that can be cleanly Assigned and Published and that has self-healing capabilities. c. This Default Security Level in Software Restriction Policies will disallow any executable that requires administrative rights to run. d. This Group Policy software installation option is not available in the Computer Configur ation node. e. When deploying software with Group Policy, you need to create one or more of these to house the installation files for the applications that you wish to eploy. f. his software restriction policy rule will prevent executables from running if they have been modified in any way by a user, virus, or piece of malware. g. If you need to deploy a software installation package that does not have an . msi file available, you can create one of these as an alternative. h. This describes a series of bytes with a fixed length that uniquely identifies a program or file. i. This software restriction policy rule will allow or prevent applications from running that are located within a particular folder or subfolder. j. This GPO software installation method can be used to automatically install an application when a computer starts up or a user logs in. g j Term Zap file Assign Basic User Hash Path Rule Publish Self-healing Distribution Share Msi file Hash Rule c h i d a e b f WR7 – 5 Week Seven Homework b. Select the correct answer. c 1. Which of the following rule types apply only to Windows Installer packages? a. Hash rules b. Certificate rules c. Internet zone rules d. Path rules d 2. Which file type is used by Windows Installer? a. .inf b. .bat c. .msf d. .msi file c 3. Which of the following is not one of the Default Security Levels that can be used with a software restriction policy? a. Basic User b. Unrestricted c. Restricted d. Disallowed d 4. As part of your efforts to deploy all new applications using Group Policy, you discover that several of the applications you wish to deploy do not include the necessary installer files. What can you use to deploy these applications? a. Software restriction policies b. .msi files c. .mdb files d. .zap files b 5. Which of the following describes the mathematical equation that creates a digital â€Å"fingerprint† of a particular file? . Hash rule b. Hash algorithm c. Software restriction policy d. Path rule IT222 Microsoft Network Operating System II d WR7 – 6 6. Which of the following rules will allow or disallow a script or a Windows Installer file to run on the basis of how the file has been signed? a. Path rule b. Hash rule c. Network zone rule d. Certificate rule c 7. You wish to deploy sev eral software applications using Group Policy, such that the applications can be manually installed by the users from the Add/Remove Programs applet in their local Control Panel. Which installation option should you select? a. Assign b. Disallowed c. Publish d. Unrestricted b 8. You have assigned several applications using GPOs. Users have complained that there is a delay when they double-click on the application icon, which you know is the result of the application being installed in the background. What option can you use to pre-install assigned applications when users log on or power on their computers? a. Uninstall when the application falls out of scope b. Install This Application At Logon c. Advanced Installation Mode d. Path rule b 9. Which of the following is used to develop information systems software through a structured process that includes analysis, design, implementation, and maintenance? a. Hash algorithm b. System Development Life Cycle c. Software Restriction Policy d. Group Policy Object c 10. Which of the following Default Security Levels in Software Restriction Policies will disallow any executable from running that has not been explicitly enabled by the Active Directory administrator? a. Basic User b. Restricted c. Disallowed d. Power User How to cite A Person Who Is Trying to Study, Essay examples

Othello Essay Research Paper Irony in OthelloOne free essay sample

Othello Essay, Research Paper Irony in Othello One of the chief subjects that runs throughout William Shakespeare? s? Othello? is that of sarcasm. Both verbal sarcasm and dramatic sarcasm are found in the drama. This sarcasm is used to demo the audience outside positions on characters and state of affairss. In Shakespeare? s? Othello? , sarcasm is present in the lives of Othello, Desdemona, and Iago to foster the development of their character and the secret plan. Irony is present in Othello? s life in legion instances. The drama centres on the sarcasm that Othello believes Iago is his friend, and Iago is informing him about Desdemona? s suspected affair out of friendly relationship. Iago is really plotting against Othello the full clip as seen when he says? I hate the Moor. My cause is hearted ; thine hath no less ground. Let us be conjunctive in our retaliation against him? ( I, iii,348-349 ) . We will write a custom essay sample on Othello Essay Research Paper Irony in OthelloOne or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page An illustration of verbal sarcasm occurs when Othello is talking to the Duke and says? Rude am I in address? ( I, iii,83 ) . Here Othello is anything but rude. Making this state of affairs even more dry, Othello goes on to state that it is his storytelling that has won Desdemona over. When facing the Senate about Brabantio? s accusals, Othello addresses them as? Most potent, grave, and clergyman signiors, / My really baronial and approved good Masterss? ( I, iii,78-79 ) . Othello continues by stating what he has done stating? I have ta? en away this old adult male? s girl, / It is most true ; true, I have married her. / The really caput and forepart of my piquing / Hath this extent, no more? ( I, iii,80-83 ) . Othello is stating the worst that he can be accused of. This is dry because Brabantio has made many accusals, but the lone thing Othello has done is marry Desdemona. Another dry state of affairs trades with Cassio being 2nd in bid under Othello. Cassio? s rank agencies? place- holder? and ironically, Othello begins to believe that Cassio holds his topographic point in Desdemona? s bosom. Even more dry is in the terminal when Cassio takes Othello? s topographic point as governor of Cyprus after Othello dies. The last dry state of affairs is covering with the concluding result of Desdemona and Othello. Out of green-eyed monster of the suspected matter, Othello kills Desdemona along with himself. This is dry in that such a brave and baronial adult male could perpetrate such a atrocious offense. Desdemona encounters irony in two distinguishable state of affairss. The first is when her male parent, Brabantio, is upset with the fact that she marries outside of her race. Brabantio confronts Desdemona and she says? I am so far your girl. But here? s my hubby, / and so much responsibility as my mot her showed / To you, preferring you before her male parent? ( I, iii,187-189 ) . The sarcasm in Desdemona? s comment is that Brabantio is huffy at her for bewraying him, but his married woman, Desdemona? s female parent, besides betrayed her ain male parent to get married him. The 2nd dry state of affairs that Desdemona faces is when she sings the willow vocal while seeking to kip. This vocal can non go forth her head, and she remembers a amah that one time sang the same vocal. Desdemona says? She was in love, and he she loved proven huffy / And did abandon her. She had a vocal of willow? ( IV, iii,28-29 ) and continues with? she died singing it? ( IV, iii,31 ) . Ironically, Desdemona besides dies this dark after singing the willow vocal merely as the amah did. Iago? s character is surrounded by sarcasm. Dramatic sarcasm is seen when Iago and Cassio discuss the worth of repute. Cassio is disquieted because he has lost his repute as a good lieutenant. Iago stairss in and says? As I am an honest adult male, I thought you had received some bodily lesion. There is more sense in that than reputation. ? ( II, iii,239-240 ) . Iago is stating Cassio that repute means nil. This dramatic sarcasm is seen with Iago? s repute as being honest, which additions him success in his uses. Another dry state of affairs is that Iago is ranked 3rd below Othello. This is dry because he is the cheat. Iago knows of this sarcasm and is amused by it. Iago says? Must show out a flag and mark of love, / which is so but subscribe? ( I, I,157-158 ) . Iago likes this sarcasm but does non wish his rank because he is behind Cassio. The concluding and major sarcasm is how Iago is seen by all as being an honest adult male. This could non be further from the truth. When plottin g to interrupt up others he uses the phrase? As I am an honest adult male? ( II, ii,239 ) . This phrase, along with many others, does non portray the true feelings of Iago. The sarcasm of Iago as being seen as an honest adult male is at extremes when discoursing Othello. Othello is being manipulated the worst by Iago, yet still sees Iago as honest, even more than the others do. Iago is even described by Othello as? fellow? s of transcending honestness? ( III, iii,274 ) . This allows Iago to pull strings Othello into believing that his ain married woman is holding an matter without any concrete grounds. Shakespeare develops the characters and the secret plan through the usage of sarcasm in the lives of Othello, Desdemona, and Iago. In Othello one sees that both verbal and dramatic sarcasm are of import factors. This technique provides the audience with a better penetration on what is traveling on in state of affairss along with the characters? personalities. 316

SETI essays

SETI essays Bertrand Russell wrote, There are two possibilities. Maybe we are alone. Maybe we are not. Both are equally frightening (Jakosky 1). The question of life in the universe is one that leaves many in a state of bewilderment. It becomes even more interesting when it leads to another question that of intelligent life in the universe. Finding other intelligent civilizations among the interstellar space would greatly affect every aspect of our existence. Conversely, not finding such a civilization would force us to examine the purpose of our own existence. To help answer the question, astronomers and scientists set up a program in search for extraterrestrial intelligence. This program, or SETI, was set up to verify, by observation that extraterrestrial life does exist. SETI tries to prove this by picking up and analyzing radio signals by means of satellites and advanced computers (Heidmann 116). The history of the SETI program is quite interesting. It started back in 1959 with the help of two famous Cornell University physicists, Guiseppi Cocconi and Phil Morrison. Both claimed that it would be possible to communicate with other potential extraterrestrial life in space by the use of techniques used in radio astronomy (Heidmann 112). Together, they voiced their belief that if other alien astronomers elsewhere in the universe possessed radio telescopes, that it would be possible to converse between the two (Heidmann 112-113). A young astronomer by the name of Francis Drake agreed with the theories of Cocconi and Morrison. He proposed building a radio receiver in order to listen for waves of sound being transmitted through space. It wasnt until the spring of 1960 that Drake began his first project of SETI, Ozma. In this project, he was the first to conduct a search for signals transmitted from other solar systems. For two tedious months, Drake pointed an eighty-five foot antenna...

SAT Score Comparison for SUNY Campuses

SAT Score Comparison for SUNY Campuses When applying to colleges within the State Universities of New York (SUNY) system, good SAT or ACT scores  are crucial. However, it may not be clear what scores count as good, especially when it comes to applying to state schools like those in the SUNY system as opposed to colleges in  the Ivy League  or  top liberal arts colleges. Fast Facts: SUNY SAT Scores Binghamton University has the highest average SAT scores in the SUNY system; Buffalo State University has the lowest.Fashion Institute of Technology, Purchase College, and SUNY Potsdam have test-optional admissions.The majority of SUNY students earned SAT scores that are above the national average. Comparison of SAT Scores for SUNY Students If youre wondering if you have the SAT scores youll need to get into one of the four-year SUNY colleges and universities, heres a side-by-side comparison of scores for the middle 50% of enrolled students. If your scores fall within or above these ranges, youre on target for admission to one of these public universities in New York State. SUNY SAT Score Comparison (mid 50%) School ERW 25% ERW 75% Math 25% Math 75% Albany 550 630 550 630 Alfred State 470 580 480 590 Binghamton 650 710 660 730 Brockport 510 590 510 590 Buffalo 570 650 590 680 Buffalo State 400 510 460 530 Cobleskill 430 550 430 540 Cortland 530 600 530 600 Env. Science/Forestry 560 660 560 650 Farmingdale 500 580 510 580 Fashion Institute - - - - Fredonia 490 590 480 580 Geneseo 560 650 560 650 Maritime College 535 620 540 640 Morrisville 430 520 420 520 New Paltz 550 640 540 630 Old Westbury 480 553 470 500 Oneonta 460 590 450 590 Oswego 540 620 530 620 Plattsburgh 540 620 510 610 Polytechnic 490 660 510 690 Potsdam - - - - Purchase 550 650 510 620 Stony Brook 600 680 630 740 ERW=Evidence-Based Reading and Writing As an example of what these numbers mean, the middle 50% of students who entered SUNY Albany had an SAT evidence-based reading score between 550 and 630. This tells us that 25% scored a 550 or lower, and the top 25% scored a 630 or higher. Similarly, the middle 50% of students scored between a 550 and 630 on the math section. This means that 25% scored a 550 or lower, and at the upper end, 25% scored a 630 or higher. SUNY and Holistic Admissions Although SAT and ACT are important, they are not the only factors the admissions folks will use when determining whether or not a student will be accepted to a SUNY campus. In fact, some of the SUNY schools like Potsdam do not even require applicants to submit their scores at all. These test-optional universities recognize the limits and biases linked to standardized tests, and they instead evaluate students based their academic records and holistic measures. For nearly all SUNY programs, a strong academic record will be the most important part of your application. The admissions folks will want to see that you have earned high grades in challenging college preparatory classes. IB, Advanced Placement, and dual enrollment classes can all play an important role on this front, for success in challenging courses is the best predictor of an applicants potential for college success. Numerical data, however, is just one part of the SUNY application. The admissions officers will also want to see a winning essay, meaningful extracurricular activities and good letters of recommendation. Fine art and performing art applicants are likely going to need to submit a portfolio or audition, and other specialized programs may have additional application requirements. In general the SUNY schools do not require SAT Subject Tests or the optional writing sections of the SAT or ACT, but be sure to check the specific requirements for the school and program to which you are applying. Also, requirements can be different for international and home-schooled students. Data Source: National Center for Education Statistics

Law of Tort Essay Example | Topics and Well Written Essays - 2750 words

Law of Tort - Essay Example Carroll, v Fearon D , negligently manufactured a tire that led to a fatal accident on a motorway owing to its disintegration. This case did not attribute any specific negligent act to the manufacturer. Therefore, the judge held that either there was no requirement to specify the particular persons responsible for the defects, or the particular negligent act or omission. The disintegration of the tire accrued owing to the fault committed during the manufacturing process. In this case, the manufacturer was in confusion to explain how the fault connected to negligence. The duty of the judge is to identify negligent act . Negligence is the act of an individual to exercise due care. An act is negligent if the wrongdoer knew foresaw the outcome of the act one is negligent if the action done ought to take all reasonable foreseeable measures to ensure that the other party by his omissions or deeds is not injured by his omissions or deeds. In Heaven v Pender the defendant was negligent by not ensuring that the ropes in good condition before using them to hold the dock. Duty of care means the conditions, which give rise to an obligation to take care. Duty of care is the obligation to ensure that damage is not caused by observing due care . Duty of care exists where a person reasonably might suffer an injury, damage, or loss because of another person’s actions and the other person owes the first duty of care. There are two forms of duty of care, duty recognized by law and duty brought about by the circumstances. Where law has not provided for the duty of care, the test of the foreseeable plaintiff applies; the duty is not owed to the world at large, but just to a person within the extent of the harm created, that has been for the foreseeable victim5. The duty of care serves two purposes the first is to provide a framework for various situations in which liability may arise. It assists in showing where an individual is liable to another or owes the other a duty. The other purpose is to limit claims related to the negligence of a party; it sets the boundaries from which a party could claim due to negligence. One is supposed to observe standard care in order to ensure that they do not breach the duty of care. The only way a plaintiff can succeed in any action is by establishing a duty of care. Actions cannot withhold where no duty is established. In Gates v Mckema D6, a stage hypnotist caused psychiatric damage to a volunteer from the audience. Held the level of precaution expected should be that of a reasonably careful exponent of stage hypnotism-factor to consider-standard of care skill required. Standard care in this case is the care an individual is supposed to observe in order to ensure others are not injured or suffers losses. In Marshall v Osmond7, D while in pursuit of an escaping criminal, slammed on to the car crashing it. The presiding judge interpreted that the duty of care by the police officer was the same as that owed by any other . The duty to exhibit such care and skill was reasonable since the accident was unavoidable. He also ruled that, driving alongside another car in the police attempt to make an arrest was erroneous. This is because his judgment in the case did not amount to negligence. The factors that affect the duty of care are the balance of the involved dangers and the

Research Critique Article Example | Topics and Well Written Essays - 750 words

Research Critique - Article Example Initially, the lecturer had to introduce some problem-based coursework in the learning discussion which incorporated the phases of problem discovery, result generation, solution appraisal, and even the answer execution. The authors hired sixty four teachers to play a part and carry out an assessment of course syllabi for the given assignments that included a weekly issue pinpointing action or had some wide-ranging semester problem cracking bustle. Moreover, it was requisite that minimum sixty five students must be registered in each subject to make sure that enough undergraduate annotations are present for an authentic data analysis. Out of those 64 hired instructors, 15 met the preceding two criteria for analysis of the study; however, the third criterion used for the courses’ selection was basically for the each course mentor to boast a cognitive approach recognized as analogous to the two further instructors in order to figure out an additional and adaptive teacher group. Once the cognitive styles of the instructors were identified, nine instructors were chosen and grouped by similar cognitive style. Those students that were enrolled in the nine courses were administered the KAI and NSSE immediately one week after the midterms in the spring semester to guarantee instructors and learners had the occasion to work together in some problem-solving action. Students were directed the instruments throughout the programmed class times, though, it was only the instructor’s preference if the implements were to be finished at some point with in the class time. The study is pretty much in a way acceptable and can be generalized to any educational institutions or students. It suggests that student engagement within the course and the class is very essential for the achievement of some potential outcomes. However, the teacher in this regard also plays a very important role. They must introduce such curricula and programs in their classes that promote student

Propaganda and Stereotyping Essay -- Media Stereotypes Stereotyping

Propaganda and Stereotyping Propaganda: a word that is commonly underestimated in its power. Confused with advertisement, people tend to take the disasters caused by propaganda lightly. One such disaster is the stereotype – a felicity confused with the truth. In this research paper, a closer attention will be given to the propaganda generation of stereotypes about a specific age group; how easily and believable stereotypes are carried by propaganda tactics on youth will be presented. Throughout this paper, a demonstration of the negative stereotypes on public opinion will be presented along with important methods in which stereotypes work in propaganda. The conclusion of this research paper will be highlighted through presenting credible research results and actual examples demonstrating the different stereotypes of today’s youth. At the end of this paper, it should be transparent that stereotypes are the brainchild of media through propaganda that uses its tactics and techniques to corrupt the pu blic minds. Prior to focusing on my example of youths’ stereotypes, it is a must to explain what propaganda is and how stereotypes have come to be a successful function of propaganda. Many people associate propaganda with advertisement, with television and radio ads. Indeed, these are forms of propaganda, but there other forms of communication that are far more complex, propaganda – simply because they are not perceived by audience as propaganda or better described as false or sometimes incomplete information presented as the truth without the knowledge of the audience. Some examples include false or incomplete news reporting, false habitual facts of certain groups of people, or even incomplete information about certain tendencie... ...ine at: , consulted on December 2001. Propaganda Techniques. â€Å"Internet†, in Disinfopedia Encyclopaedia. March edition, Center for Media & Democracy. Online at: , consulted on March 26 th, 2004 . Males, Mike (1994). â€Å" Bashing Youth: Media Myths about Teenagers†. Online at: , consulted on March/April, 1994. Joseph STRAUBHAAR and Robert LaROSE (2002). Media Now. Communications Media in the Information Age. 3rd Edition. Belmont, Wadsworth/Thompson Learning. KQED (1998). â€Å" YOUTH MEDIA CORPS: Youth Stereotypes, What are the Stereotypes?† Online at: , consulted on November 17 th, 1998 .

Marketing Anthropology Essay

Anthropology and marketing (together with consumer research) were once described as ‘linchpin disciplines in parallel intellectual domains’ (Sherry 1985a: 10). To judge from the prevalent literature, however, this view is not shared by many anthropologists, who tend to look at markets (for example, Carrier 1997) and exchange rather than at marketing per se (Lien 1997 is the obvious exception here). For their part, marketers, always open to new ideas, have over the decades made – albeit eclectic (de Groot 1980:131) – use of the work of anthropologists such as Claude Levi-Strauss and Mary Douglas whose aims in promulgating their ideas on binary oppositions, totemism and grid and group were at the time far removed from the endeavour of marketing both as a discipline and as practice. Can anthropology really be of use to marketing? Can the discipline in effect market itself as an effective potential contributor to solving the problems faced by marketers? There is no reason why not. After all, it is anthropologists who point out that there is more than one market and that these markets, like the Free Market beloved by economists, are all socio-cultural constructions. In this respect, what they have to say about the social costs of markets, as well as about the non-market social institutions upon which markets depends and the social contexts that shape them (cf. Carruthers and Babb 2000:219-222), is extremely pertinent to marketers anxious to come up with definitive answers as to why certain people buy certain products and how to persuade the rest of the world to do so. At the same time, however, there are reasons why anthropology probably cannot be of direct use to marketing. In particular, as we shall see in the following discussion of marketing practices in a Japanese advertising agency, anthropology suffers from the fact that its conclusions are based on long-term immersion in a socio-cultural ‘field’ and that its methodology is frequently unscientific, subjective and imprecise. As part of their persuasive strategy, on the other hand, proponents of marketing need to present their discipline as objective, scientific, speedy and producing the necessary results. How they actually go about obtaining such results, however, and whether they really are as objective and scientific as they claim to their clients, are moot points. This paper focuses, by means of a case study, on how marketing is actually practised in a large advertising agency in Japan and has four main aims. Firstly, it outlines the organisational structure of the agency to show how marketing acts as a social mechanism to back up inter-firm ties based primarily on tenuous personal relationships. Secondly, it reveals how these same interpersonal relations can affect the construction of apparently ‘objective’ marketing strategies. Thirdly, it focuses on the problem of how all marketing campaigns are obliged to shift from ‘scientific’ to ‘artistic’ criteria as statistical data, information and analysis are converted into 1 linguistic and visual images for public consumption. Finally, it will make a few tentative comments on the relations between anthropology and marketing, with a view to developing a comparative theory of advertising as a marketing system, based on the cultural relativity of a specific marketing practice in a Japanese advertising agency (cf. Arnould 1995:110). The Discipline, Organisation and Practice of Marketing The Marketing Division is the engine room of the Japanese advertising agency in which I conducted my research in 1990. At the time, this agency handled more than 600 accounts a year, their value varying from several million to a few thousand dollars. The Marketing Division was almost invariably involved in some way in the ad campaigns, cultural and sporting events, merchandising opportunities, special promotions, POP constructions, and various other activities that the agency carried out on behalf of its clients. Exceptions were those accounts involving media placement or certain kinds of work expressly requested by a client – like, for example, the organisation of a national sales force meeting for a car manufacturer. Even here, however, there was often information that could be usefully relayed back to the Marketing Division (the number and regional distribution of the manufacturer’s sales representatives, as well as possible advance information on new products and/or services to be offered in the coming year). Marketing Discipline As Marianne Lien (1997:11) points out, marketing is both a discipline and a practice. The main aims as a discipline of the Marketing Division were (and, of course, still are): firstly, to acquire as much information as possible from consumers about their clients’ products and services; secondly, to acquire as much information as possible, too, from clients about their own products and services; and, thirdly, to use strategically both kinds of information acquired to develop new accounts. Marketing thus provided those working in the Marketing Division with the dispassionate data that account executives needed in their personal networking with (potential) clients whom they cajoled, persuaded, impressed and pleaded with to part with (more) money. Marketing Organisation In order to achieve the three overall objectives outlined above, the agency established a certain set of organisational features to enable marketing practice to take place. Firstly, the Marketing Division, which consisted of almost 90 members, was structured into three separate, but interlocking, sub-divisions. These consisted of Computer Systems; Market Development and Merchandising; and Marketing. The last was itself sub-divided into three departments, each of which was broken down into three or four sections. 1 Each section consisted of from six to a dozen members, led by a Section Leader, under whom they worked in teams of two to three on an account. These teams were not fixed. Thus one member, A, might work with another, B, under the Section Leader (SL) on a contact lens advertising campaign, but find herself assigned to worked with C under SL on an airline company’s business class service account, and with D under SL on a computer manufacturer’s consumer survey. In this respect, the daily life of members of the Marketing Note that, unlike the Marketing department in Viking foods discussed by Lien. Department was similar to that of product managers described by Lien (1997:69), being characterised by ‘frequent shifts from one activity to another, a wide network of communications, and a considerable amount of time spent in meetings or talking on the telephone’. Secondly, tasks (or accounts) were allocated formally through the hierarchical divisional structure – by departments first, then by sections – according to their existing responsibilities and perceived suitability for the job in hand. Each SL then distributed these tasks to individual members on the basis of their current overall workloads. At the same time, however, there was an informal allocation of accounts involving individuals. Each SL or DL could take on a job directly from account executives handling particular accounts on behalf of their clients. Here, prior experiences and personal contacts were important influences on AEs’ decisions as to whether to go through formal or informal channels of recruitment. The account executive in charge of the NFC contact lens campaign described in my book (Moeran 1996), for example, went directly to a particular SL in the Marketing Department because of some smart work that the latter had done for the AE on a different account some months previously. Mutual respect had been established and the contact lens campaign provided both parties with an opportunity to assess and, in the event, positively validate their working relationship. There were certain organisational advantages to the ways in which accounts were distributed in the manner described here. Firstly, by freely permitting interpersonal relations between account executives and marketers, the Agency ensured that there was competitiveness at each structural level of department and section. Such competition was felt to be healthy for the Agency as a whole, and to encourage its continued growth. Secondly, by assigning individual members of each section in the Marketing Department to working in different combinations of people on different tasks, the Agency ensured that each member of the Marketing Department received training in a wide variety of marketing problems and was obliged to interact fully with fellow section members, thereby promoting a sense of cooperation, cohesion and mutual understanding. This in itself meant that each section developed the broadest possible shared knowledge of marketing issues, because of the knowledge gained by individual members and the interaction among them. Marketing Practice Accounts were won by the Agency primarily through the liaison work conducted with a (potential) client by an account executive (who might be a very senior manager or junior ‘salesman’ recruited only a few years earlier). Once an agreement was made between Agency and client – and such an agreement might be limited to the Agency’s participation in a competitive presentation, the outcome of which might lead to an account being established – the AE concerned would put together an account team. An account team consists of the AE in charge (possibly with assistants); the Marketing Team (generally of 2 persons under a Marketing Director [MD], but sometimes much larger, depending on the size of the account and the work to be done); the Creative Team (consisting of Creative Director [CD], Copywriter, and Art Director [AD] as a minimum, but usually including two ADs – one for print-, the other for TV-related work); and Media Planner/Buyer(s). The job of the account team is to carry out successfully the task set by the client, and to this end meets initially for an orientation meeting in which the issues and problems relayed by the client to the AE are explained and discussed to all members. 2 Prior to this, however, the AE provides the marketing team with all the information and data that he has been able to extract from the client (a lot of it highly confidential to the company concerned). The marketing team, therefore, tends to come prepared and to have certain quite specific questions regarding the nature of the statistics provided, the target market, retail outlets, and so on. If it has done its homework properly – which is not always the case, given the number of different accounts on which the team’s members are working and the pressure of work that they are under – the marketing team may well have several pertinent suggestions for further research. It is on the basis of these discussions that the AE then asks the MD to carry out such research as is thought necessary for the matter in hand. In the meantime, the creative team is asked to mull over the issues generally and to think of possible ways of coping ‘creatively’ (that is, linguistically and visually) with the client’s marketing problems. Back in the Marketing Department, the MD will tell his subordinates to carry out specific tasks, such as a consumer survey to find out who precisely makes use of a particular product and why. This kind of task is fairly mechanical in its general form, since the Agency does this sort of work for dozens of clients every year, but has to be tailored to the present client’s particular situation, needs and expectations. The MD will therefore discuss his subordinate’s proposal, make some suggestions to ensure that all points are overed (and that may well include some additional questions to elicit further information from the target audience that has taken on importance during their discussion), and then give them permission to have the work carried out. All surveys of this kind are subcontracted by the Agency to marketing firms and research organisations of one sort or another. This means that the marketing team’s members are rarely involved in direct face-to-face contact or interaction with the consumers of the products that they wish to advertise,3 except when small ‘focus group’ interviews take place (usually in one of the Agency’s buildings). The informal nature of such groups, the different kinds of insights that they can yield, and the need to spot and pursue particular comments mean that members of the marketing team should be present to listen to and, as warranted, direct the discussion so that the Agency’s particular objectives are achieved. In general, however, the only evidence of consumers in the Agency is indirect, through reports, statistics, figures, data analyses and other information that, paradoxically, are always seen to be insufficient or ‘incomplete’ (cf. Lien 1997:112). Once the results of the survey are returned, the marketers enter them into their computers (since all such information is stored and can be used to generate comparative data for other accounts as and when required). They can make use of particular programmes to sort and analyse such data, but ultimately they need to be able to present their results in readily comprehensible form to other members of the account team. Here again, the MD tends to ensure that the information presented at the next meeting is to the point and properly hierarchised in terms of importance. This leads to the marketing team’s putting forward things like: a positioning statement, slogan, purchasing decision The Media Planners do not usually participate in these early meetings since their task is primarily to provide information of suitable media, and slots therein, for the finished campaign to be placed in. 3 A similar point is made by Lien (1997. 11) in her study of Viking Foods. Focus Groups usually consist of about half a dozen people who represent by age, gender, socio-economic grouping and so on the type of target audience being addressed, and who have agreed to talk about (their attitudes towards) a particular product or product range – usually in exchange for some gift or money. Interviews are carried out in a small meeting room (that may have a one-way mirror to enable outside observation) and tend to last between one and two hours. 4 2 4 odel (high/low involvement; think/feel product relationship), product message concept, and creative frame. One of the main objectives of this initial – and, if properly done, only – round of research is to discover the balance between what are terms product, user and end benefits, since it is these factors that determine the way in which an ad campaign should be presented and, therefore, how the creative team should visualise the marketing problems analysed and ensuing suggestions from the marketing team. It is here that we come to the crux of marketing as practised in an advertising agency (whether in Japan or elsewhere). Creative people tend to be suspicious of marketing people and vice-versa. This is primarily because marketers believe that they work rationally and that the creative frames that they produce are founded on objective data and analyses. Creative people, on the other hand, believe that their work should be ‘inspired’, and that such inspiration can take the place at the expense of the data and analyses provided for their consideration. As a result, when it comes to producing creative work for an ad campaign, copywriters and creative directors tend not to pay strict attention to what the marketing team has told them. For example, attracted by the idea of a particular celebrity or filming location, they may come up with ideas that in no way meet the pragmatic demands of a particular ad campaign that may require emphasis on product benefits that are irrelevant to the chosen location or celebrity suggested for endorsement. This does not always happen, of course. A good and professional creative team – and such teams are not infrequent – will follow the marketing team’s instructions. In such cases, their success is based on a creative interpretation of the data and analyses provided. Agency-Client Interaction If there is some indecision and argument among different elements of the account team – and it is the presiding account executive’s job to ensure that marketers and creatives do not come to blows over their disagreements – they almost invariably band together when meeting and presenting their plans to the client. Such meetings can take place several, even more than a dozen, times during the course of an account team’s preparations for an ad campaign. At most of them the MD will be present, until such time as it is clear that the client has accepted the Agency’s campaign strategy and the creative team has to fine-tune the objectives outlined therein. Very often, therefore, the marketing team will not stay on a particular account long enough to learn of its finished result, although a good AE will keep his MD abreast of creative developments and show him the (near) finalised campaign prior to the client’s final approval. But marketers do not get involved in the production side of a campaign (studio photography, television commercial filming, and so on) – unless one of those concerned knows what is going on when, happens to be nearby at the time, and drops in to see how things are going. In other words, the marketing team’s job is to see a project through until accepted by the client. It will then dissolve and its members will be assigned to new accounts. Advertising Campaigns: A Case Study To illustrate in more detail particular examples of marketing practice in the Agency, let me cite as a case study the preparation of contact lens campaign in Japan. This example is illuminating because it reveals a number of typical problems faced by an advertising agency in the formulation and execution of campaigns on behalf of its clients. These include the interface between marketing and creative people within an agency and the interpretation of marketing analysis and data; the 5 transposition of marketing analysis into ‘creative’ (i. e. linguistic, visual and design) ideas; the interface between agency and client in the ‘selling’ of a campaign proposal; and the problems of having to appeal to more than one ‘consumer’ target. When the Nihon Fibre Corporation asked the Agency to prepare an advertising campaign for its new Ikon Breath O2 oxygen-passing GCL hard contact lenses in early 1990, it provided a considerable amount of product information with which to help and guide those concerned. This information included the following facts: firstly, with a differential coefficient (DK factor) of 150, Ikon Breath O2 had the highest rate of oxygen permeation of all lenses currently manufactured and marketed in Japan. As a result, secondly, Ikon Breath O2 was the first lens authorized for continuous wear by Japan’s Ministry of Health. Thirdly, the lens was particularly flexible, dirt and water resistant, durable, and of extremely high quality. The client asked the Agency to confirm that the targeted market consisted of young people and to create a campaign that would help NFC capture initially a minimum three per cent share of the market, rising to ten per cent over three years. The Agency immediately formed an account team, consisting of eight members all told. Their first step was to arrange for the marketing team to carry out its own consumer research before proceeding further. A detailed survey – of 500 men and women – was worked out in consultation with the account executive and the client, and was executed by a market research company subcontracted by the Agency. Results confirmed that the targeted audience for the Ikon Breath O2 advertising campaign should be young people, but particularly young women, between the ages of 18 and 27 years, since it was they who were most likely to wear contact lenses. At the same time, however, the survey also revealed that there was little brand loyalty among contact lens wearers so that, with effective advertising, it should be possible to persuade users to shift from their current brand to Ikon Breath O2 lenses. It also showed that young women were not overly concerned with price provided that lenses were safe and comfortable to wear, which meant that Ikon Breath O2’s comparatively high price in itself should not prove a major obstacle to brand switching or sales. On a less positive note, however, the account team also discovered that users were primarily concerned with comfort and were not interested in the technology that went into the manufacture of contact lenses (thereby obviating the apparent advantage of Ikon Breath O2’s high DK factor of which NFC was so proud); and that, because almost all contact lens users consulted medical specialists prior to purchase, the advertising campaign would have to address a second audience consisting mainly of middle-aged men. All in all, therefore, Ikon Breath O2 lenses had an advantage in being of superb quality, approved by medical experts and recognized, together with other GCL lenses, as being the safest for one’s eyes. Its disadvantages were that NFC had no ‘name’ in the contact lens market and that users knew very little about GCL lenses or contact lenses in general. This meant that the advertising campaign had to be backed up by point of purchase sales promotion (in the form of a brochure) to ensure that the product survived. Moreover, it was clear that Ikon Breath O2’s technical advantage (the DK 150 factor) would not last long because rival companies would soon be able to make lenses with a differential coefficient that surpassed that developed by NFC. 5 On this occasion, because the advertising budget was comparatively small, the media buyer was not brought in until later stages in the campaign’s preparations. The AE in charge of the NFC account interacted individually with the media buyer and presented the latter’s suggestions to the account team as a whole. 6 As a result of intense discussions following this survey, the account team moved slowly towards what it thought should be as the campaign’s overall ‘tone and manner’. Ideally, advertisements should be information-oriented: the campaign needed to put across a number of points about the special product benefits that differentiated it from similar lenses on the market (in particular, its flexibility and high rate of oxygen-permeation). Practically, however – as the marketing team had to emphasize time and time again – the campaign needed to stress the functional and emotional benefits that users would obtain from wearing Ikon Breath O2 lenses (for example, continuous wear, safety, release from anxiety and so on). This meant that the advertising itself should be emotional (and information left to the promotional brochure) and stress the end benefits to consumers, rather than the lenses’ product benefits. Because the marketing team had concluded that the product’s end benefits should be stressed, copywriter and art director opted for user imagery rather than product characteristics when thinking of ideas for copy and visuals. However, they were thwarted in their endeavours by a number of problems. Firstly, advertising industry self-policing regulations prohibited the use of certain words and images (for example, the notion of ‘safety’, plus a visual of someone asleep while wearing contact lenses), and insisted on the inclusion in all advertising of a warning that the Ikon Breath O2 lens was a medical product that should be purchased through a medical specialist. This constriction meant that the creative team’s could not use the idea of ‘continuous wear’ because, even though so certified by Japan’s Ministry of Health, opticians and doctors were generally of the opinion that Ikon Breath O2 lenses were bound to affect individual wearers in different ways. NFC was terrified of antagonizing the medical world which would often be recommending its product, so the product manager concerned refused to permit the use of any word or visual connected with ‘continuous wear’. Thus, to the account team’s collective dismay, the product’s end benefit to consumers could not be effectively advertised. Secondly, precisely because Ikon Breath O2 lenses had to be recommended by medical specialists, NFC’s advertising campaign needed to address the latter as well as young women users. In other words, the campaign’s tone and manner had to appeal to two totally different segments of the market, while at the same time satisfying those employed in the client company. This caused the creative team immense difficulties, especially because – thirdly – the product manager of NFC’s contact lens manufacturing division was convinced that the high differential coefficient set Ikon Breath O2 lenses apart from all other contact lenses on the market and would appeal to members of the medical profession. So he insisted on emphasizing what he saw as the unique technological qualities of the product. In other words, not only did he relegate young women who were expected to buy the product to secondary importance; he ignored the marketing team’s recommendation that user benefit be stressed. Instead, for a long time he insisted on the creative team’s focussing on product benefit, even though the DK factor was only a marginal and temporary advantage to NFC. As a result of these two sets of disagreements, the copywriter came up with two different key ideas. The first was based on the product’s characteristics, and thus supported the manufacturer’s (but went against his own marketing team’s) product benefit point of view, with the phrase ‘corneal physiology’ (kakumaku seiri). The second also stressed a feature of the product, but managed to emphasize the user benefits that young women could gain from wearing lenses that were both ‘hard’ and ‘soft’ (yawarakai). The former headline was the only way to break brand parity and make Ikon Breath O2 temporarily distinct from all other lenses on the market (the product manager liked the distinction; the marketing team disliked the temporary nature of that distinction). At this stage in the negotiations, the account executive in charge felt obliged to tow an obsequious line, but needed to appease his marketing team and ensure that the creative team came up with something else if at all possible, since 7 corneal physiology gave Ikon Breath O2 lenses only a temporary advantage. As a result, the copywriter introduced the word ‘serious’ (majime) into discussions – on the grounds that NFC was a ‘serious’ (majime) manufacturer (it was, after all, a well-known and respected Japanese corporation) which had developed a product that, by a process of assimilation, could also be regarded as ‘serious’; moreover, by a further rubbing-off process, as the marketing team agreed, such ‘seriousness’ could be attributed to users who decided to buy and wear Ikon Breath O2 lenses. In this way, both the distinction between product benefit and user benefit might be overcome. The copywriter’s last idea was the one that broke the deadlock (and it was at certain moments an extremely tense deadlock) between the account team as a whole and members of NFC’s contact lens manufacturing division. After a series of meetings in which copywriter and designer desperately tried to convince the client that the idea of softness and hardness was not a product characteristic, but an image designed to support the benefits to consumers wearing Ikon Breath O2 lenses, the product manager accepted the account team’s proposals in principle, provided that ‘serious’ was used as a back-up selling point. Soft hard’ (yawaraka hard) was adopted as the key headline phrase for the campaign as a whole. It can be seen that the marketing team’s analysis of how NFC should successfully enter the contact lens market met two stumbling blocks during the early stages of preparation for the advertising campaign. The first was within the account team itself, where the copywriter in particular tended to opt for the manufacturer’s approach by emphasising the product benefit of Ikon Breath O2. The second was when the Agency’s account team had to persuade the client to accept its analysis and campaign proposal. But the next major problem facing the account team was how to convert this linguistic rendering of market analysis into visual terms. What sort of visual image would adequately fulfil the marketing aims of the campaign and make the campaign as a whole – including television commercial and promotional materials – readily recognizable to the targeted audience? It was almost immediately accepted by the account team that the safest way to achieve this important aim was to use a celebrity or personality (talent in Japanese) to endorse the product. Here there was little argument, because it is generally recognized in the advertising industry that celebrity endorsement is an excellent and readily appreciated linkage device in multi-media campaigns of the kind requested by NFC. Moreover, since television commercials in Japan are more often than not only fifteen seconds long and therefore cannot include any detailed product information, personalities have proved to be attention grabbers in an image-dominated medium and to have a useful, short-term effect on sales because of their popularity in other parts of the entertainment industry. At the same time, not all personalities come across equally well in the rather differing media of television and magazines or newspapers, so that the account team felt obliged to look for someone who was more than a mere pop idol and who could act. It was here that those concerned encountered the most difficulty. The presence of a famous personality was crucial since s/he would be able to attract public attention to a new product and hopefully draw people into retail outlets to buy Ikon Breath O2 lenses. It was agreed right from the start that the personality should be a young woman, in the same age group as the targeted audience, and Japanese. (After all, a ‘blue eyed foreigner’ endorsing Ikon Breath O2 contact lenses would hardly be appropriate for brown-eyed Japanese. ) Just who this woman should be, however, proved problematic. Tennis players (who could indulge in both ‘hard’ activities and ‘soft’ romance) were discarded early on because the professional season was already in full swing at the time the campaign was being prepared. Classical musicians, while romantic and thus ‘soft’, were not seen to be ‘hard’ enough, while the idea of using a Japanese ‘talent’, Miyazawa Rie (everyone on the account team’s favourite at the time), was reluctantly rejected because, even though photographs of her in the nude were at the time causing a 8 minor sensation among Japanese men interested in soft-porn, she was rather inappropriate for a medical product like a contact lens which was aimed at young women. Any personality chosen had to show certain distinct qualities. One of these was a ‘presence’ (sonzaikan) that would attract people’s attention on the page or screen. Another was ‘topicality’ (wadaisei) that stemmed from her professional activities. A third was ‘future potential’ (nobisei), meaning that the celebrity had not yet peaked in her career, but would attract further widespread media attention and so, it was hoped, indirectly promote Ikon Breath O2 lenses and NFC. Most importantly, however, she had to suit the product. In the early stages of the campaign’s preparations, the creative team found itself in a slight quandary. They wanted to choose a celebrity whose personality fitted the ‘soft-hard’ and ‘serious’ ideas and who would then anchor a particular image to Ikon Breath O2 lenses, although it proved difficult to find someone who would fit the product and appeal to all those concerned. Eventually, the woman chosen was an actress, Sekine Miho, who epitomized the kind of modern woman that the creative team was seeking, but who was also about to star in a national television (NHK) drama series that autumn – a series in which she played a starring role as a ‘soft’, romantic character. Although popularity in itself can act as a straightjacket when it comes to celebrity endorsement of a product, in this case it was judged – correctly, it transpired – that Sekine had enough ‘depth’ (fukasa) to bring a special image to Ikon Breath O2 lenses. Once the celebrity had been decided on, the creative team was able to fix the tone and manner, expression and style of the advertising campaign as a whole. Sekine was a ‘high class’ (or ‘one rank up’ in Japanese-English parlance) celebrity who matched NFC’s image of itself as a ‘high class’ (ichiryu) company and who was made to reflect that sense of eliteness in deportment and clothing. At the same time, NFC was a ‘serious’ manufacturer and wanted a serious, rather than frivolous, personality who could then be photographed in soft-focus, serious poses to suit the serious medical product being advertised. This seriousness was expressed further by means of ery slightly tinted black and white photographs which, to the art director’s – but, not initially, the product manager’s – eye made Sekine look even ‘softer’ in appearance and so match the campaign’s headline of yawaraka hard. This softness was further reinforced by the heart-shaped lens cut at the bottom of every print ad, and on the front of the brochure, which the art director m ade green rather than blue – partly to differentiate the Ikon Breath O2 campaign from all other contact lens campaigns run at that time, and partly to appeal to the fad for ‘ecological’ colours then-current among young women in particular. This case study shows that there is an extremely complex relationship linking marketing and creative aspects of any advertising campaign. In this case, market research showed that Ikon Breath O2 lenses were special because of the safety that derived from their technical quality, but that consumers themselves were not interested in technical matters since their major concern was with comfort. Hence the need to focus the advertising campaign on user benefit. Yet the client insisted on stressing product benefit – a stance made more difficult for the creative team because it could not legally use the only real consumer benefit available to it (continuous wear), and so had to find something that would appeal to both manufacturer and direct and indirect ‘consumers’ of the lens in question. In the end, the ideas of ‘soft hard’ and ‘serious’ were adopted as compromise positions for both client and agency, as well as for creative and marketing teams. Concluding Comments Let us in conclusion try to follow two separate lines of thought. One of these is, as promised, the relationship between marketing and anthropology; the other that between advertising and marketing. 9 Although convergence between anthropology, marketing and consumer research may be growing, the evidence suggested by the case study in this paper is that huge differences still exist. Marketing people in the advertising agency in which I studied may be interested in anthropology; they may even have dipped into the work of anthropologists here and there. But their view of the discipline tends to be rather old-fashioned, and they certainly do not have time to go in for the kind of intensive, detail ethnographic nquiry of consumers that anthropologists might encourage. If anthropologists are to make a useful contribution to marketing, therefore, they need to present their material and analyses succinctly and in readily digestible form, since marketing people hate things that are overcomplicated. It is, perhaps, for this rather than any other reason that someone like Mary Douglas (Douglas and Isherwood 1979) has been so favourably received. In the end, marketing people aim to be positivist, science-like (rather than scientific, as such), and rationalist in their ad campaigns. They aspire to measure and predict on the basis of observer categories, if only because this is the simplest way to sell a campaign to a client. In this respect, they are closer to the kind of sociology and anthropology advocated in the 1940s and 50s (which would explain their adoption of Talcott Parsons’s theory of action, for example), than to the present-day ‘interpretive’ trends in the discipline, and thus favour in their practices an outmoded – and among most anthropologists themselves, discredited – form of discourse. So, ‘if anthropologists are kings of the castle, it is a castle most other people have never heard of’ (Chapman and Buckley 1997: 234). As Malcolm Chapman and Peter Buckley wryly observe, we need perhaps to spend some time entirely outside social anthropology in order to be convinced of the truth of this fact. Secondly, as part of this positivist, science-like approach, marketers in the Japanese advertising agency tended to make clear-cut categories that would be easily understood by both their colleagues in other divisions in the Agency and by their clients. These categories tended to present the consumer world as a series of binary oppositions (between individual and group, modern and traditional, idealist and materialist, and so on [cf. Lien 1997: 202-8]) that they then presented as matrix or quadripartite structures (the Agency’s Purchase Decision Model, for example, was structured in terms of think/feel and high/low involvement axes). In this respect, their work could be said to exhibit a basic form of structuralism. One of these oppositions was that made between product benefit and user benefit (with its variant end benefit). As this case study has shown, this is a distinction that lies at the heart of all advertising and needs to be teased out if we are successfully to decode particular advertisements in a manner that goes beyond the work of Barthes (1977), Williamson (1978), Goffman (1979) and others. Thirdly, one of the factors anchoring marketing to the kind of structured thinking characteristic of modernist disciplines, perhaps, is that the creation of meaning in commodities is inextricably bound up with the establishment of a sense of difference between one object and all others of its class. After all, the three tasks of advertising are: to stand out from the surrounding competition to attract people’s attention; to communicate (both rationally and emotionally) what it is intended to communicate; and to predispose people to buy or keep on buying what is advertised. The sole preoccupation of those engaged in the Ikon Breath 02 campaign was to create what they referred to as the ‘parity break’: to set NFC’s contact lenses apart from all other contact lenses on sale in Japan, and from all other products on the market. At the same time, the idea of parity break extended to the style in which the campaign was to be presented (tinted monochrome photo, green logo, and so on). In this respect, the structure of meaning in advertising is akin to that found in the syntagmatic and paradigmatic axes of structural linguistics where particular choices of words and phrases are influenced by the overall structure and availability of meanings in the language in which a speaker is communicating. That the work of LeviStrauss should be known to most marketers, therefore, is hardly surprising. Marketing practice is in many respects an application of the principles of structural anthropology to the selling of products. 10 Fourthly, although those working in marketing and consumer research take it as given that there is one-way flow of activity stemming from the manufacturer and targeted at the end consumer, in fact, as this case study shows, advertising – as well as the marketing that an advertising agency conducts on behalf of a client – always addresses at least two audiences. One of these is, of course, the group of targeted consumers (even though they are somewhat removed from the direct experience of marketers in their work). In this particular case, to complicate the issue further, there were two groups of consumers, since the campaign had to address both young women and middle-aged male opticians. Another audience is the client. As we have seen, the assumed or proven dis/likes of both consumers and advertising client affect the final meaning of the products advertised, and the client in particular had to be satisfied with the Agency’s campaign approach before consumer ‘needs’ could be addressed. At the same time, we should recognise that a third audience exists among different members of the account team within the Agency itself, since each of the three separate parties involved in account servicing, marketing and creative work needed to be satisfied by the arguments of the other two. In this respect, perhaps, we should note that marketing people have spent a lot of time over the decades making use of insights developed in learning behaviour, personality theory and psychoanalysis which they then apply to individual consumers. In the process, however, they have tended to overlook the forms of social organisation of which these individuals are a part (cf. de Groot 1980:44). Yet it is precisely the ways in which individual consumers interact that is crucial to an understanding of consumption and thus of how marketing should address its targeted audience: how networks function, for example, reveals a lot about the vital role of word-of-mouth in marketing successes and failures; how status groups operate and on what grounds can tell marketers a lot about the motivations and practices of their targeted audience. Anthropologists should be able to help by providing sociological analyses of these and other mechanisms pertinent to the marketing endeavour. In particular, their extensive work on ritual and symbolism should be of use in foreign, ‘third world’ markets. Fifthly, most products are made to be sold. As a result, different manufacturers have in mind different kinds of sales strategies, target audiences, and marketing methods that have somehow to be translated into persuasive linguistic and visual images – not only in advertising, but also in packaging and product design. For the most part, producers of the commodities in question find themselves obliged to call on the specialized services of copywriters and art designers who are seen to be more in tune with the consumers than are they themselves. This is how advertising agencies market themselves. But within any agency, the creation of advertising involves an ever-present tension between sales and marketing people, on the one hand, and creative staff, on the other; between the not necessarily compatible demands for the dissemination of product and other market information, on the one hand, and for linguistic and visual images that will attract consumers’ attention and push them into retail outlets to make purchases, on the other. This is not always taken into account by those currently writing about advertising. More interestingly, perhaps, the opposition that is perceived to exist between data and statistical analysis, on the one hand, and the creation of images, on the other, parallels that seen to pertain between a social science like economics or marketing and a more humanities-like discipline such as anthropology. Perhaps the role for an anthropology of marketing is to bridge this great divide.