Thursday, October 31, 2019
James McNeil Whistler Research Paper Example | Topics and Well Written Essays - 250 words
James McNeil Whistler - Research Paper Example Scale of work describing James McNeil Whistler can be said to be small scale, probably explaining the apparent reason of his dismal following. However, there is an important attribute that can be spotted in his work; his untold legacy that influenced the artistic world forever (Rutter 113). Personally, I have a rare liking for pieces of art by James McNeil Whistler as well as his deep passion for art. It is evident that he would spend a fortune in a legal procedure fighting for a better description of his art work, to depict the soft part he had for art (Block, 2000, p94). His honorary awards and memberships into famous world art forums further attest to this. I certainly enjoy the art depicted in his pieces. On the other hand, as a critic, I obviously would never fail to criticize his undefined scope of art. Clearly, the missing link to his popularity squarely lies in over optimism to tackle every life topic in the limited platform of art. There is a backward feature in his character I that he was arrogant, and insubordination to his patrons, which certainly contributed to his
Monday, October 28, 2019
Inaugural Speech Rhetorical Analysis Essay Example for Free
Inaugural Speech Rhetorical Analysis Essay John F. Kennedy’s inaugural speech is certainly one to remember. It’s memorable not for its length, but for the effective content that it beholds. He entices readers by the use of strong rhetoric techniques. His inaugural analyzes style of writing, such as diction, tropes, schemes, and syntax, and applies the concept of it effectively throughout the speech. A reader performs rhetorical analysis to examine how authors attempt to persuade their audiences by looking at the various components that make up the art of persuasion. Moreover, it is most essential to be able to understand the relationship among the speaker, subject, and audience, which President Kennedy adequately exploits in his speech. It is a necessity to be able to identify the speaker, subject, and audience in a piece of writing, such as John F. Kennedy’s inaugural speech. The ethical appeal, instead refers to the credibility, character, and confidence of a writer. There are a number of ways in which an author may establish ethical appeal. During the time period in which it was written, cold war tensions were still lingering the atmosphere and Kennedy had just won the position as president in a very close election over an accomplished opponent. Therefore, the nation is vulnerable and tense and has reached a turning point in history. The speaker would be classified as the narrator, which in this case is John F. Kennedy. Since he was elected president, the audience views him as an authoritative figure whose speech should be respected. Although Kennedy was young, he still faced critique on his tone and image, whether that be physical or mental. His speech was not aimed toward any particular individual, it was written for the world. So, it was expected of him to exhibit hope, compassion, strength, and loyalty. The speaker, subject, and audience all depend on each other in a piece of work because without them, it would be difficult to identify what the writing is talking about and who would be affected by it. Within President Kennedy’s speech, he utilizes various rhetorical strategies, including diction, tropes, syntax, and schemes, which make it more effective and versatile. For instance, parallelism such as the statement, â€Å"whether it wishes us well or ill, that we shall pay any price, hear any burden, meet any hardship, support any friend, oppose any foe,†gives flavor to the speech by pointing out opposite words within a single sentence but still making it work. A few antimetaboles are used in the speech, such as â€Å"let us never negotiate out of fear. But let us never fear to negotiate†and â€Å"ask not what your country can do for you, ask what you can do for your country,†make the speech more effective by twisting around the order of the words, or syntax, to get people to realize a point. Additionally, what makes Kennedy’s speech so effective is that he can transition from a simple sentence to a more complex, meaningful one in a matter of lines of the speech. In accordance to the diction, the words in his speech (freedom, poverty, devotion, and loyalty) are considered abstract. This is because they all convey a tone of desire and significant qualities held by friends. They strengthen and add more feeling to the speech as well. However, the archaic words, such as writ and forebears, are used in a manner to bring in the old language as well as the new, therefore there is sophistication as well as understanding. Kennedy also uses juxtaposition when he says, â€Å"peaceful revolution,†and this adds spice to the speech because of the contradiction of the two powerful words. Yet another effective rhetoric strategy that he uses is hortative sentences, such as ones using the phrase â€Å"let us†or â€Å"let both sides†, which urges action and attention to the audience the speaker is writing to. Clearly John F. Kennedy has made remarkable use of various rhetorical strategies throughout his inaugural speech, which in turn allows one to develop a superb rhetorical analysis with the different components of the text. His speech is an effective piece of writing because of its style, diction, syntax, tropes, and schemes. Additionally, it all goes back to the understood relationship between speaker, audience, and subject as well as the classical appeals.
Saturday, October 26, 2019
Cracks Detection using Digital Image Processing
Cracks Detection using Digital Image Processing Cracks detection using digital image processing in MATLAB Usually visual investigation methods have been used for inspection and monitoring of concrete infrastructures. Huge and tall structure such as cables bridges, high rising towers, dams and industrial power plant are known to have an inaccessible area and limitations in inspection field due to its geometry structure which is often dangerous , labor -intensive and involves lot of risks. So, with rapid development in technology and its uses, researcher are trying to overcome these problem. Every now and then some research is going regarding these problem and trying to overcome it. So, I also have come with the idea of using digital Image processing in mat lab to detect the cracks in such structure. Literature Review:- As of todays world, digital Image processing is getting better and better and used in all areas of science. With the help of digital image processing tools, various image processing can be applied to detects the cracks in structure. Not only in structures but also for bridges, towers, power plant and also in structure like steel ,roads, fatigues and sewer pipes. A number of research studies have been conducted regarding detection of cracks by using Digital image processing .(1)The author of Korea Institute combines UAV technology in the process of recent breakthroughs and digital image analysis techniques to detect cracks in structure. In this study, the crack detection program with digital image analysis techniques was developed in order to the crack and width of the structure automatically. The developed program attempted to perform the image analysis for crack detection with Morphology method based morphological hydraulics and specially designed Morphological link for crack(Morph link-C)algorithm for S/W development was applied to the program. The digital image was acquired in order to evaluate UAV applicability and performance and field application of the crack detecting program after targeting the bridges in common use. Comparing with the measured values in order to verify reliability of the new structural inspecting system for application in this study, it is verified that the accuracy above a certain level is secured. Also, The below three core technologies shall be considered to develop the technology possible to detect cracks and calculate crack width of large structure through the digital image analysis and to put this technology to practical use. Optimal digital image acquisition and filming equipment configuration Crack analysis technique of a number of mass digital images Combining technique of multiple images that different positions are captured And also the author from china(2)  proposed inspection system for measuring cracks in concrete structure and providing objective crack data to be used in safety assessment. The system consists of the mobile robot system and crack detecting system. The mobile robot system is controlled to keep a constant distance from the wall to acquire image data with a CCD camera on scanning along the wall. The crack detecting system extracts crack information from the acquired image using image processing. To improve accuracy of crack recognition, the geometric properties and patterns of cracks in a structure were applied to image processing. Also, an inspection system using an image process, which can be a solution to the problems of crack detection in concrete structure, slow rate, subjectivity, and the inefficiency in managing data. Also, the system ensures the validity and possibility based on the experiment in the indoor structure, road tunnel, and subway tunnel. However, an erroneous recognition of a crack as non-crack and vice versa prevails. Therefore, the system is semi automated to get rid of wrong recognition of non crack as crack, and to identify crack by a graph search method using the user-based input of the start point and end-point of crack. In order for a crack inspection system to develop into an expert system, there needs to be further study of the characteristics of cracks and the algorithm must move towards complete automation. Similarly,(3) The Komatsu Engineering Company has developed and commercialized an image acquisition system that can acquire the images of road and tunnel lining by using a laser-scanning device .(4) The Railway Technical Research Institute in Japan developed an image acquisition system of railway tunnel lining by using line CCD cameras. (5)Road ware Group Inc., Canada commercialized a system that acquires an image of the road with a CCD camera, an ultrasonic sensor, and a gyro-sensor with a speed of80km/h and a resolution of 3~4cm [7]. Those systems are useful to collect data of cracks, leakage, scale, and spall but only by using the image acquisition, and not through automatic defect detection. The algorithm for crack detection and measurement is required for fully automatic inspection system. It is necessary, therefore, to develop the automatic crack detection and measurement algorithm to obtain both fast inspection and objective crack data. From the author of University of central Florida , paper describes the mechanism of non-destructive bridge inspection methods using HRDI and HDV digital crack detection and IR thermograph technology and the benefits of the combination thereof. The feasibility of applying these technologies for in-service bridge inspections are demonstrated and evaluated in the State of Florida under the university-government-industry collaboration research program. The purpose of the joint research effort is to utilize the innovative technology for more efficient bridge inspection programs and bridge management in Florida by developing a new quantitative performance measure for long term bridge monitoring, such as crack ratio and delaminated area, and the use of objective data resulting in more efficient and scientific bridge inspection database and management system. With the quantity of roadway structure assets increasing annually, coupled with concurrent increasing rates of deteriorati on being experienced by many of the existing structures, bridge owners need to find new and creative ways to ensure the structural safety of their bridges while they all too often face problems of reduced budgets and dedicated bridge inspection resources. Currently, the determination of bridge condition ratings in many countries is generally subjective depending on individual inspectors knowledge and experience, as well as varying field conditions. For the evaluation and documentation of concrete deterioration (cracks, efflorescence, delaminating, spalls, etc.) and changes overtime, the current practice of visual inspections can be lacking in accuracy and completeness, as well as time consuming and costly if road closures and access equipment are required for the inspection. Using the proposed new non-destructive technologies, bridge engineers can quickly and efficiently obtain objective current bridge condition information that has traditionally been obtained by more time con suming and more subjective close-up visual inspections and sounding tests. The digital output of these NDE inspection techniques improves on-site inspection safety and objectivity and contributes to improved inspector efficiency by significantly reducing the amount of inspection time in the field. However, it must be noted that while most of the NDE or sensor technologies do offer new efficiencies and/or additional objective assessment results to the bridge inspection process, they are not a substitute for inspectors conducting on-site specific follow-up and detailed structure investigations. While improved efficiencies in bridge inspection methods resulting from the application of the above NDE technologies bring significant benefits to the overall bridge inspection process, they are not a substitute for the continued need for sound and experienced engineering judgment. The authors believe that by offering new and improved inspection technologies to experienced bridge engineers and inspectors, bridge inspection programs will be strengthened through enhanced inspection data and will be more objective, consistent, scientific, and efficient. Based on the nature of calculation and development of technology approach to process image, Image Processing Technique for crack detection can be divided into several categories. Each image consists of pixel which are represented by its integer values from 0 to 255. Based on these pixel values Operation technique conducted is accomplished in the spatial domain. However , desirable outcome cannot be obtained in spatial domain. So in this case ,usually Fourier or wavelet transformation is performed on the image. Again, the outcome image is processed in frequency domain. After wise, to reconstruct the image in spatial domain an inverse transformation is applied. Another procedure to detect cracks using image is based on the training algorithm to solve a problem. In this process ,some technique directly deal with image without any training while other first construct a database which is divided into two subsets, the subset with crack image and subset with un-cracked images. For each subset ,a decision line is defined to represent the characteristics index, such as shape factor. With the help of these image , a program is used which is capable of comparing new images with decision line and assign it to the subset where it belongs. Especially Neural network and clustering method are widely used among the popular training techniques to learn the decision line. Basically, two approaches have been applied to detect cracks from the images. Using dye solution and the other is without using dye solution to the surface material. Usually ,In this dye based detection process, a particular dye solution such as fluorescent is injected on the surface of concrete or other material. Depending on the solution type and color special or ordinary cameras are used to scan the surface of the material. These dye based method were used in past for detection of mini or micro cracks in different types of material like concrete ,ceramics tiles etc and also any kind of structure. The other approach for finding crack is based on the color image without using dye solution. Since these method is less costly and less time consuming it is currently more popular. A number of research studies have been conducted regarding the surface crack detection technique in different material. One of these attempts can be seen in work of Kittler at al. They proposed an idea of training based algorithm to get samples of the region, which are void of defects in the spatial domain. In this process, the new pictures were analyzed for the presence of any defects and also to find the location of the defects. In this method, clustering technique and morphological operation were performed to analyze the images. The experimental output of this method is shown in the figure below.                    Figure . Crack detection on ceramic tiles (Kittler, Marik, et al. 1994) Image processing technique has been used for inspection of cement based materials for micro cracks and other micro defects (Ammouchea at al 2000). In this process, a red dye solution is used with the surface. So the dye solution can penetrate the porous region of the surface while the excessive solution are removed by polishing the sample surface. Once the dye solution is injected, a color image of 256 x 265 was taken from camera of the surface. The following operation is carried out on the taken image. O(x,y) = max { R(x,y)0 G(x,y) } Where, O(x,y) à ¢Ã¢â‚¬ ’ Intensity of the output gray level image at (x,y) co-ordinates R(x,y) à ¢Ã¢â‚¬ ’ Intensity of the original image at (x,y) co-ordinate in red region. G(x,y) à ¢Ã¢â‚¬ ’ Intensity of the original image at (x,y) co-ordinate in gray region. Afterward, using a thresholding value, the gray level image is converted to the binary image. Then, using entropy maximization method value of the thresholding is evaluated. This method is based on maximization of the entropy function à ¡Ã‚ ´Ã¢â‚¬Å" of gray level pixel. à ¡Ã‚ ´Ã¢â‚¬Å"(k)= [  ] where, Pà ¡Ã‚ µÃ‚ ¢ is the probability of a given pixel to have an intensity of i (Pà ¡Ã‚ µÃ‚ ¢=Nà ¡Ã‚ µÃ‚ ¢/N)        Ni Number of pixel having i intensity       N Total no of pixel      Wà ¢Ã¢â‚¬Å¡Ã¢â‚¬â„¢ W1 Lower and upper bound of the probability to find pixel intensity And also computed as:-         k Based on the threshold to obtain binary image, a lower bound thresholding operation is performed. Then , using two morphological operations of eroding and rebuilding the binary image is post processed. This operation is conducted to eliminate noisy and small objects (i.e. Less than 10 pixel) from the image. However, second series of operation are needed to obtain the shape factors which are used to decide whether the pixels in a binary image are associated with cracks or other defects. To do so, a dimensionless packing density index Fc is defined. Fc = (2-4) Where, Aab=Object area Aac= Area of its circumscribed circle The value of Fc is equal to 1 for a circle and tends towards 0 for a very elongated object.Fig below shows results obtained in this method Fig. Also, Abdel-Ghader (_Abdel,Osama and kelly 2003) proposed an idea to find cracks on concrete surface using image processing technique .In this work, they implemented and compared 4 cracks detection method which include Fast Haar Transform( FHT), Fast Fourier Transform( FFT),Sobel edge detector and canny edge detection. They used 50 concrete image from a bridge deck of which 25 pictures with cracks and 25 pictures without cracks for their research .From their research ,they concluded that FHT was more efficient and effective method rather than other 3 method. Basically, FHT, a simplified Wavelet transformation decomposes the image into low and high frequency components, the mother Wavelet à ¡Ã‚ ´Ã‚ ª(t) of Haar function and scaling à ¡Ã‚ ´Ã¢â‚¬Å"(t) are defined as: à ¡Ã‚ ´Ã‚ ª(t) =     Relationship between Haar wavelet and scaling function and scaling function with itself is shown below Â Â Â Â Â à ¡Ã‚ ´Ã‚ ª(t)=)    (t)=) In this process, to detect crack the three quadrants of the first level transformation i.e. 2,34 are passed through a high pass filter to reduce nose and combined together to get magnitude of images. To decide whether crack exists or not, an empirical thresholding value is used. Fast Fourier transfer motion (FFT) are used to derive the frequency component of the image intensity. The transformation and the inverse transformation were carried out using: F(u, v)= F(x, y)= The canny edge detection is a convolution filter to detect filter noise from the image while processing. In addition, thresholding value is defined to see if a pixel belongs to an edge region or not. The Sobel edge detection is also a convolution filter defined for vertical and horizontal edges in images. This edge detection technique helps to detect the change in the image intensity in neighboring pixels. Filtering was done using convolution operation for each filter separated. Then, two filtered images is combined together at each location and result is a gray level image with enhanced edges. G x =        G y= Default value of thresholding is defined as   where Another attempt to detect cracks in concrete specimen using optical fluorescent microscopy can be found in this research( Litorowicz 2006). To continue these processes, a fluorescent dye solution was used. The specimens were then light using Nikon optical microscope at a magnification of 10 times. The images were captured using a Sony DXC 350 P video camera. Then, image pro Plus analysis software was introduced to perform the image processing operation. Then, using segmentation method, the RGB images is connected into a binary image. The threshold level was calculated based on the effect of the dye solution to the surface. To distinguish cracks pattern, several parameters were introduced: Angle between the vertical axis and the major axis of the ellipse covering the connected component Area of each connected component Dendritic length, which is the total length of all the one-pixel thick branches.       4. Area ratio (i.e. of the area of the counted object and the entire area of the active image.)       5.Radius ratio (i.e. The ratio of maximum radius and minimum radius for each connected component)       6. Roundness using perimeter 2/4à ₠¬2 x Area. Intelligent crack detection on the concrete crack image using neural network was proposed in Moon and Kim paper (2011). This research was conducted to develop an automatic detection system that analyze the concrete surface and visualize the crack more effectively and efficiently. Basically this research consists of two parts: Image processing and image classification. First stage include image processing tools like filtering, subtraction and morphological operation in order to extract cracks from the background image (i.e. data such as the number of pixel and the ratio of major axis to minor axis for pixel area. While in second step, existences of cracks are identified using neural network to automate the image classification. In this process, 105 images (cracked and non-cracked) of concrete were used as a trained image including every kind of cracks. Following steps were carried out for image processing : Fig. Image processing steps to detect cracks First step in image processing is to convert RGB image into gray level intensity image followed by a subtraction transformation as follows: à °Ã‚   ¼Ãƒ °Ã‚ ‘ (à °Ã‚ ‘ ¥Ãƒ °Ã‚ ‘- ) = à °Ã‚ ‘Å ¡Ãƒ °Ã‚ ‘Å ½Ãƒ °Ã‚ ‘ ¥ {à °Ã‚ ‘Å ¡Ãƒ °Ã‚ ‘’à °Ã‚ ‘‘à °Ã‚ ‘-à °Ã‚ ‘Å ½Ãƒ °Ã‚ ‘†ºÃƒ °Ã‚ ‘ ¥Ãƒ °Ã‚ ‘-à °Ã‚ Å“-à °Ã‚ ‘†¦Ãƒ °Ã‚ ‘- [à °Ã‚   ¼(à °Ã‚ ‘ ¥Ãƒ °Ã‚ ‘- ) à ¢Ã‹â€ ’ à °Ã‚   ¼(à °Ã‚ ‘ ¥Ãƒ °Ã‚ ‘- )], 0} Where ,I(xi) and I(xj) are the intensity pixel of xi and X j respectively.              Ri Neighborhood of that pixel xà ¡Ã‚ µÃ‚ ¢ . When the subtraction is negative number, it is represented as zero. Once improved subtraction method is used, threshold value is defined to detect cracks more effectively. The thresholding operation is given as: à °Ã‚   ¼Ãƒ °Ã‚   ¼Ãƒ °Ã‚ ‘ (à °Ã‚ ‘ ¥, à °Ã‚ ‘ ¦) = {2 ÃÆ'- à °Ã‚   ¼Ãƒ °Ã‚ ‘ (à °Ã‚ ‘ ¥, à °Ã‚ ‘ ¦) à °Ã‚ ‘-à °Ã‚ ‘â€Å" à °Ã‚   ¼Ãƒ °Ã‚ ‘ > à °Ã‚ ‘†¡ Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â à °Ã‚   ¼Ãƒ °Ã‚ ‘ (à °Ã‚ ‘ ¥, à °Ã‚ ‘ ¦)Â Â Â Â Â à °Ã‚ ‘-à °Ã‚ ‘â€Å" à °Ã‚   ¼Ãƒ °Ã‚ ‘ à ¢Ã¢â‚¬ °Ã‚ ¤ à °Ã‚ ‘†¡ To further smooth the image, a Gaussian law pass filter was applied. Then, an input gray level image is converted to a binary image where the values are represented as 0 or 1. Using Otsus method or valley emphasis method, the threshold value was selected. Morphological image processing including closing and labeling were applied to the image to extract image component such as shape of crack. The optimal parameters and their level associated with above operation are mentioned below:                 Fig. Parameters and their levels Using Artificial Neural Network (ANN) crack images were distinguished from non-cracked images. Also images were automatically identified as the crack or non-cracked images using ANN. The output value was represented either cracked (value 1) or non-cracked (value 2). Another example of tracing based image processing technique can be found on Nishikawa research paper (2012). A robust automated image processing method was applied to crack detection on concrete surface. This method consists of two parts: First part consists of automatic construction of a filter for crack detection while the other part consists of noise removal and determination of indistinct cracks using iterative process. Using generic algorithm the part is conducted, where genetic individuals was represented as a tree structure. Using a trained program, a large number of images were combined and several images filtered were converted into a tree structure. An illustration of tree structure concept is shown below.             Fig. Construction of Tree structure with multiple filters(Aoki and Nagao 1999) A combination of generic program was computed to train the program and results were compared to the target image (i.e. image generated by visual inspection. The comparison was between the distinct distributions of brightness between the images. To measure the filter performance the following formula was used. E= Where,  N- No of training images in database K-th target image -Output image -weighted image . - Brightness of the weighted image in crack region )- brightness of k-th target image at position (i,j) To reduce the false negative result, a superimposition operation using low resolution image was implemented. Figure below shows the algorithm used in above algorithm. { algorithm}
Thursday, October 24, 2019
Last Exit to Brooklyn :: essays papers
Last Exit to Brooklyn Last Exit to Brooklyn is a very violent film. In fact, the film’s purpose is to have the audience look at the whole question of violence. The film shows, in a very realistic way, the psychological, verbal and physical violence that permeates a Brooklyn neighborhood in the midst of a bitter strike during the 1950s. The film is based on the book, Last Exit to Brooklyn, by Hubert Selby, which was banned for its violent and sexually explicit content. Verbal violence is very prevalent in this film. People swear at and verbally abuse one another throughout the movie. Everyone seems angry. There are several causes for their anger. First the film takes place during a strike. Many of the characters are unemployed and have little money. They resort to drinking and drugs that feed into their society’s violent tendencies. In one scene, the workers who are on strike are screaming obscenities at the scab workers and the boss. But in virtually every scene there is verbal violence. In every scene someone is being threatened, belittled, embarrassed or humiliated. The verbal violence is so punishing because behind it is the possibility of physical violence. Physical violence is also very common behaviour in the movie. For example, the very first scene shows a violent altercation between three soldiers and a gang of local thugs. Physical violence is the fundamental way in which the whole society behaves. The men use it to show that they are â€Å"macho,†so they beat up those who are weaker than they are, especially women. For example, Vinnie, the leader of a street gang, physically and verbally harasses a young prostitute named Tralala. In the most violent, nasty, and horrible scene in the movie, Tralala is gang raped and beaten by over a hundred men in a garbage dump. Many of the men in the film are homophobic and sexually insecure, and they act out their hostility and insecurity by beating up gays. They have problems at work and go out on strike. But their strike is full of violent incidents: they get into fist fights, they blow up trucks, they beat up cops. Whenever they have a problem, they use violence to deal with it. Psychological violence, that is, intimidation or the threat of violence, is also an important element of this film. Vinnie is a gang leader who uses psychological violence to control and manipulate his gang and other people in the neighborhood.
Wednesday, October 23, 2019
History of education Essay
Jim Henson once said, â€Å"Kids don’t remember what you try to teach them. They remember what you are.†Teaching doesn’t necessarily mean that you have to be smart, you have to be a teacher or professor. Being a good and intellectual person does make you belong. A program named Literacy Training Program (LTS) will help you acquire those required qualifications in order to possess an effective teaching even without getting a bachelor’s degree. LTS is one of the means for us students to help those in need as well as for us to contribute to society by aiding these people to become better citizens. At first, I only require myself to attend and give presence every meeting just for the sake of passing and completion of units. Little did I know that LTS was not just a subject to attend but rather exposing one’s self into realities of life. As a student, I am not very much exposed to different kinds of people, different situations of everyday life, and to different communities as well. In our immersion that was held twice, I have seen those. It made me realized how blessed I am compared with them. So I have attained the urge of taking it as challenge. I am challenge because I am not typically a patient person and not really good in teaching. As a beginner, you must possess virtues like integrity, dedication, fairness and an open mind to greet new ideas and innovate. You should also bear in mind the value of positive reinforcement. I was also taught that we should always establish good relationships with the kids. I witnessed many scenes that a teacher encounters in her teaching career. I felt what a professional teacher felt when she wants her students to learn something new from her. Here, I felt pity with the students not having a proper care from their family. I learned so many things in this teaching experience. I learned how to be more prepared for the materials that I needed, to be patient in making my student understand our lesson, and to be a good listener. I learned the difficulty of teaching many students and the joy I got from it. I learned how to have sympathy for others, to understand their weaknesses and to appreciate their abilities. Most of all, I learned how to socialize with other people, expose myself to the community and adopt their surroundings. LTS helped me develop and grow even more as a student. It opened our minds for us to be able to understand the different circumstances as to what the children experienced. It helped us not to be judgmental to these children and instead to extend our patience until they will be able to understand what is taught to them. We always end our program with a prayer, making the children realized that whatever happens, we should always thank God about everything for what He had given to us, that we should ask for forgiveness and hoping that by the next immersion, it would be much better.
Tuesday, October 22, 2019
Fraternities and Rape on Campus Essays
Fraternities and Rape on Campus Essays Fraternities and Rape on Campus Essay Fraternities and Rape on Campus Essay a fraternity’s of nity man, success in attractingwomen] is a big status symbol for fraternities. †One Martin, Hummer/ FRATERNITIES AND RAPE 467 universityofficial commented that the use of women as a recruitingtool is that so well entrenchedthat fraternities mightbe willing to forgo it say they cannot afford to unless other fraternitiesdo so as well. One fraternityman said, â€Å"Look, if we don’t have Little Sisters, the fraternitiesthat do will get all the good pledges. Another said, â€Å"We won’t have as good a rush [the period duringwhich new membersare assessed and selected] if we don’t have these women around. †In displaying good-looking, attractive,skimpily dressed, nubile women to potentialmembers,fraternities implicitly,andsometimesexplicitly,promise sexualaccess to women. One fraternity mancommentedthat†part what of being in a fraternityis all about is the sex†and explainedhow his fraternity uses Little Sisters to r ecruitnew members: We’ll tell the sweetheart termfor Little Sister],†You’re [the fraternity’s We’lltell herto fakea scamandshe’llgo hang you gorgeous; canget him. all over him duringa rushparty,kiss him, and he thinkshe’s done wonderful and wants to join. The girls thinkit’s great too. It’s flatteringfor them. Women as servers. The use of women as servers is exemplified in the LittleSisterprogram. LittleSistersareundergraduate women who arerushed and selected in a mannerparallelto the recruitment fraternitymen. They of are affiliatedwith the fraternityin a formalbut unofficialway and are able, indeed required,to wear the fraternity’s Greek letters. Little Sisters are not nationaloffices and members,however;andfraternity full-fledgedfraternity most universities do not register or regulate them. Each fraternityhas an officer called Little Sister Chairmanwho oversees their organizationand activities. The Little Sisters elect officers among themselves, pay monthly dues to the fraternity, have well-defined roles. Theirdues areused to pay and for the fraternity’s social events, andLittle Sistersareexpected to attendand hostess fraternity partiesand hang aroundthe house to make it a â€Å"nice place to be. One fraternity man, a senior, described Little Sisters this way: â€Å"They are very social girls, willing to join in, be affiliated with the group, devoted to the fraternity. †Anothermember,a sophomore,said: â€Å"Theirsole purpose is social- attendparties,attractnew members,and ‘take care’ of the guys. †Our observations and interviews suggested that women selected by fra- ternitiesas LittleSist ers are physicallyattractive,possess good social skills, and are willing to devote time and energy to the fraternity its members. nd One undergraduate woman gave the following job description for Little Sisters to a campus newspaper: It’s not just making appearancesat all the parties but entails many more responsibilities. You’regoing to be expected to go to all the intramural games 468 GENDER SOCIETY / December 1989 to cheerthe brothers supportandencouragethepledges,andjust be around on, to bringsome extra life to the house. [As a Little Sister] you have to agree to take on a new responsibilityother thanstudyingto maintainyour grades and managingto keep your checkbook frombouncing. You have to make time to be a part of the fraternityand support the brothers in all they do. (The Tomahawk, 1988) The title of Little Sister reflects women’s subordinate status; fraternity men in a parallel role are called Big Brothers. Big Brothers assist a sorority primarily with the physical work of sorority rushes, which, compared to fraternity rushes, are more formal, structured, and intensive. Sorority rushes take place in the daytime and fraternity rushes at night so fraternity men are free to help. According to one fraternity member, Little Sister status is a benefit to women because it gives them a social outlet and â€Å"the protection of the brothers. †The gender-stereotypic conceptions and obligations of these Little Sister and Big Brother statuses indicate that fraternities and sororities promote a gender hierarchy on campus that fosters subordination and dependence in women, thus encouraging sexual exploitation and the belief that it is acceptable. Women as sexual prey. Little Sisters are a sexual utility. Many Little Sisters do not belong to sororitiesand lack peer supportfor refrainingfrom unwanted sexual relations. One fraternityman (whose fraternityhas 65 â€Å"wholesale†in the membersand 85 Little Sisters) told us they hadrecruited access to women that prioryear to â€Å"get lots of new women. â€Å"The structural the Little Sisterprogramprovidesand the absenceof normativesupportsfor refusing fraternitymembers’ sexual advances may make women in this susceptible to coerced sexual encounterswith fraterprogramparticularly nity men. Access to women for sexual gratificationis a presumedbenefit of fraternity membership, promised in recruitment materials and strategies and man said: conversationswith new recruits. One fraternity throughbrothers’ â€Å"We always tell the guys that you get sex all the time, there’salways new girls†¦. AfterI became a Greek,I foundout I could be with females at will. †A universityofficial told us that, based on his observations,†no one [i. e. , Theyjust want fraternity men] on this campuswants to have ‘relationships. ‘ men plan and execute strategiesaimed at to have fun [i. e. , sex]. †Fraternity obtaining sexual gratification, and this occurs at both individual and collective levels. Individualstrategiesincludegetting a woman drunkandspendinga great deal of money on her. As for collective strategies,most of our undergraduate interviewees agreed that fraternity parties often culminatein sex and that this Martin, Hummer / FRATERNITIES AND RAPE 469 outcome is planned. One fraternity man said fraternity partiesoften involve sex andnudityandcan â€Å"turninto orgies. â€Å"Orgiesmay be plannedin advance, such as the Bowery Ball party held by one fraternity. formerfraternity A membersaid of this party: The entireideabehindthis is sex. Bothmenandwomencometo the party Thereare pornographic wearinglittleor nothing. pinupson the walls and usuallypornomovies playingon the TV. The musiccarriessexualovertones†¦. Theyjustget schnockered and, [drunk] in mostcases,theyalsoget laid. When asked about the women who come to such a party,he said: â€Å"Some Little Sistersjust won’t go†¦. The girls who do are looking for a good time, girls who don’t know what it is, things like that. †Otherrespondents deniedthatfraternity partiesareorgies butsaid thatsex is always talkedaboutamongthe brothers they all know†whoeach other and is doing it with. â€Å"One membersaid thatmost of the time, guys have sex with theirgirlfriends†butwith socials, girlfriendsaren’tallowed to come and it’s their [members’] big chance [to have sex with other women]. The use of alcohol to help them get women into bed is a routinestrategyat fraternity parties. CONCLUSIONS In general, our researchindicatedthat the organizationand membership of fraternities contributeheavily to coercive andoften violent sex. Fraternity houses are occupied by same-sex (all men) and same-age ( late teens, early twenties) peers whose maturityand judgment is often less than ideal. Yet houses areprivatedwellings thatare mostlyoff-limitsto, andaway fraternity from scrutinyof, universityand communityrepresentatives, with the result that fraternity house events seldom come to the attention of outsiders. Practices associated with the social constructionof fraternitybrotherhood emphasize a macho conception of men and masculinity,a narrow,stereoof typed conception of women and femininity,and the treatment women as commodities. Otherpractices contributingto coercive sexual relationsand the cover-upof rapesincludeexcessive alcoholuse, competitiveness, norand mative supportfor deviance and secrecy (cf. Bogal-Allbritten Allbritten and 1985; Kanin 1967). Some fraternity norms require practices exacerbateothers. Brotherhood â€Å"sticking together†regardless of right or wrong; thus rape episodes are unlikely to be stoppedor reportedto outsiders,even when witnesses disap- 470 GENDER SOCIETY / December 1989 and prove. The abilityto use alcoholwithoutscrutinyby authorities alcohol’s frequentassociationwithviolence, includingsexualcoercion,facilitatesrape in fraternityhouses. Fraternity normsthatemphasizethe value of maleness and masculinityover femaleness and femininityand that elevate the status of men and lower the statusof women in members’eyes underminepercepand tions andtreatment women as personswho deserveconsideration care of Merton1985). nd (cf. Ehrhart Sandler1985; Androgynousmen and men with a broadrangeof interestsand attributes are lost to fraternitiesthroughtheir recruitment practices. Masculinityof a createattitudes, andstereotypical narrow norms,andpracticesthat type helps men to coerce women sexually, both individuallyand predisposefraternity collectively (Allgeier 1986; Hood 1989; Sanday 1981, 1986). Male athletes on campus may be similarly disposed for the same reasons (Kirshenbaum 1989; Telanderand Sullivan 1989). Researchinto the social contextsin which rapecrimesoccurandthesocial constructions associated with these contexts illumine rape dynamics on campus. Blanchard(1959) found that group rapes almost always have a leaderwho pushesothersintothe crime. He also foundthatthe leader’slatent homosexuality,desire to show off to his peers, or fear of failing to prove himself a man are frequentlyan impetus. Fraternitynorms and practices contributeto the approvalanduse of sexual coercion as an acceptedtactic in relationswith women. Alcohol-inducedcomplianceis normative,whereas, use presumably, of a knife,gun,or threatof bodilyharmwould notbe because the woman who â€Å"drinkstoo much†is viewed as â€Å"causing her own rape†and (cf. Ehrhart Sandler1985). Our research led us to conclude that fraternitynorms and practices influence membersto view the sexual coercionof women, which is a felony crime, as sport,a contest,or a game (cf. Sato 1988). This sportis playednot between men and women but between men and men. Womenare the pawns or prey in the interfraternity rivalry game; they prove that a fraterity is successfulor prestigious. The use of women in thisway encouragesfraternity men to see women as objects and sexual coercion as sport. Today’ssocietal normssupportyoung women’s rightto engage in sex at theirdiscretion,and coercion is unnecessaryin a mutuallydesired encounter. However, nubile to young women say they preferto be â€Å"in a relationship†have sex while men say they preferto â€Å"getlaid†withouta commitment(Muehlenhard young and Linton 1987). These differencesmay reflect, in part,Americanpuritanism and men’s fears of sexual intimacyor perhapsintimacyof any kind. In a fraternitycontext, getting sex without giving emotionally demonstrates â€Å"cool†masculinity. More important,it poses no threatto the bonding and Martin, Hummer / FRATERNITIES AND RAPE 471 brotherhood Farr1988). Drinkinglargequantities loyalty of the fraternity (cf. of alcohol before having sex suggests that â€Å"scoring†ratherthan ntrinsic sexual pleasureis a primaryconcernof fraternity men. Unless fraternities’composition, goals, structures,and practiceschange in fundamental ways, women on campuswill continue to be sexual prey for fraternity men. As all-male enclaves dedicated to opposing faculty and and to cementing in-groupties, f raternitymemberseschew administration women, any hint of homosexuality. Their version of masculinitytransforms and men with womanly characteristics, the out-group. â€Å"Womanly into men†are ostracized;feminine women are used to demonstratemembers’mascurenewedemphasison theirfoundingvalues (Longinoand linity. Encouraging Kart 1973), service orientationand activities (Lemire 1979), or members’ moral development(Marlowe and Auvenshine 1982) will have little effect on fraternities’ treatment women. A case for or againstfraternities of cannot be made by studying individual members. The fraternityqua group and organization is at issue. Located on campus along with many vulnerable women, embedded in a sexist society, and caught up in masculinistgoals, practices, and values, fraternities’violation of women-including forcible rape- should come as no surprise. NOTE 1. Recent bans by some universitieson open-keg partiesat fraternity houses have resulted in heavy drinkingbefore coming to a partyand an increase in drunkennessamong those who attend. This may aggravate,ratherthan improve,the treatmentof women by fraternity men at parties. REFERENCES G. Allgeier, Elizabeth. 1986. â€Å"CoerciveVersusConsensualSexual Interactions. †Stanley Hall Lectureto AmericanPsychologicalAssociationAnnualMeeting,Washington, DC, August. Adams, Aileen and Gail Abarbanel. 1988. SexualAssault on Campus:WhatColleges Can Do. Santa Monica, CA: RapeTreatmentCenter. Blanchard,W. H. 1959. â€Å"The Group Process in Gang Rape. Journal of Social Psychology 49:259-66. Bogal-Allbritten,RosemarieB. and William L. Allbritten. 1985. â€Å"The HiddenVictims:CourtJournal of College StudentPersonnel43:201-4. ship Violence Among College Students. †and Bohrnstedt,George W. 1969. â€Å"Conservatism,Authoritarianism Religiosity of Fraternity Pledges. â€Å"Journal of Coll ege StudentPersonnel 27:36-43. BusinessInsurance Bradford,Michael. 1986. â€Å"TightMarketDries Up Nightlife at University. †(March2): 2, 6. 472 GENDER SOCIETY / December 1989 Burkhart,Barry. 1989. Comments in Seminar on Acquaintance/DateRape Prevention: A NationalVideo Teleconference,February 2. RelationBurkhart, BarryR. andAnnetteL. Stanton. 1985. â€Å"SexualAggressionin Acquaintance ships. †Pp. 43-65 in Violencein IntimateRelationships,edited by G. Russell. Englewood Cliffs, NJ: Spectrum. Byington,Diane B. and KarenW. Keeter. 1988. â€Å"AssessingNeeds of SexualAssaultVictimson a UniversityCampus. †23-31 in StudentServices:Responding Issues and Challenges. to Pp. ChapelHill: Universityof NorthCarolinaPress. Chancer,Lynn S. 1987. â€Å"New Bedford, Massachusetts,March6, 1983-March22, 1984: The ‘Before and After’ of a GroupRape. Gender Society 1:239-60. Julie K. andBerniceR. Sandler. 1985. CampusGangRape:PartyGames? Washington, Ehrhart, DC: Associationof AmericanColleges. Sex Farr,K. A. 1988. â€Å"DominanceBondingThroughthe Good Old Boys SociabilityNetwork. †Roles 18:259-77. Florida Flambeau. 1988. â€Å"Pike MembersIndictedin Rape. â€Å"(May 19):1, 5. of Fox, Elaine,CharlesHodge,andWalterWard. 1987. â€Å"A Comparison AttitudesHeld by Black and White Fraternity Members. †Journal of Negro Education56:521-34. Geis, Gilbert. 1971. â€Å"GroupSexual Assaults. â€Å"MedicalAspects of HumanSexuality5:101-13. Glaser, Barney G. 1978. TheoreticalSensitivity:Advances in the Methodologyof Grounded Theory. Mill Valley,CA: Sociology Press. New YorkTimes,May 16. Hood, Jane. 1989. â€Å"WhyOurSociety Is Rape-Prone. †Hughes, Michael J. and Roger B. Winston, Jr. 1987. â€Å"Effects of FraternityMembershipon Journal of College StudentPersonnel45:405-11. Values. †Interpersonal The Kanin,EugeneJ. 1967. â€Å"Reference GroupsandSex ConductNormViolations. †Sociological Quarterly8:495-504. Kimmel, Michael, ed. 1987. Changing Men: New Directions in Researchon Men and Masculinity. NewburyPark,CA: Sage. Kirshenbaum, Jerry. 1989. â€Å"Special Report,An AmericanDisgrace:A Violent and UnprecedentedLawlessnessHas ArisenAmong College Athletesin all Partsof the Country. Sports Illustrated(February 27): 16-19. and Lemire, David. 1979. â€Å"One Investigationof the StereotypesAssociated with Fraternities Journal of College StudentPersonnel 37:54-57. Sororities. †Now and in the Future. †Journal of College Student Letchworth,G. E. 1969. â€Å"Fraternities Personnel 10:118-22. An Longino, CharlesF. , Jr. ,and Cary S. Kart. 1973. â€Å"The College Fraternity: Assessment of Journal of College StudentPersonnel31:118-25. Theory and Research. †Its Marlowe, Anne F. and Dwight C. Auvenshine. 1982. â€Å"GreekMembership: Impacton the Journalof College StudentPersonnel40:53-57. MoralDevelopmentof College Freshmen. †Martin, PatriciaYancey and Barry A. Turner. 1986. â€Å"Grounded Theory and Organizational Research. †Journal of AppliedBehavioralScience 22:141-57. Ms. Merton,Andrew. 1985. â€Å"OnCompetitionandClass: Returnto Brotherhood. †(September): 60-65, 121-22. Gender Society 3:71-88. Messner,Michael. 1989. â€Å"Masculinitiesand Athletic Careers. †Chronicleof Higher Meyer, T. J. 1986. â€Å"Fight Against Hazing Rituals Rages on Campuses. †Education(March 12):34-36. Miller, Leonard D. 1973. â€Å"Distinctive Characteristicsof FraternityMembers. Journal of College StudentPersonnel31:126-28. Martin, Hummer / FRATERNITIES AND RAPE 473 CharleneL. and MelaneyA. Linton. 1987. â€Å"DateRapeand Sexual Aggressionin Muehlenhard, Journalof CounselingPsychology 34:186Dating Situations:Incidenceand Risk Factors. †96. Pressley, Sue Anne. 1987. â€Å"FraternityHell Night Still Endures. â€Å"WashingtonPost (August 11): B1. of Rapaport,Karenand BarryR. Burkhart. 1984. â€Å"Personalityand AttitudinalCharacteristics Sexually Coercive College Males. â€Å"Journal of AbnormalPsychology93:216-21. Violence on College Campuses. †Journal of Counselingand Roark,MaryL. 1987. Preventing Development65:367-70. Study. †Sanday,Peggy Reeves. 1981. â€Å"The Socio-CulturalContextof Rape:A Cross-Cultural Journal of Social Issues 37:5-27. . 1986. â€Å"Rape and the Silencing of the Feminine. †Pp. 84-101 in Rape, edited by S. Tomaselliand R. Porter. Oxford:Basil Blackwell. St. PetersburgTimes. 1988. â€Å"A GreekTragedy. †(May 29): IF, 6F. Sato, Ikuya. 1988. â€Å"Play Theory of Delinquency: Toward a General Theory of ‘Action. ‘†SymbolicInteraction11:191-212. Smith, T. 1964. â€Å"Emergenceand Maintenanceof FraternalSolidarity. â€Å"Pacific Sociological Review 7:29-37. TallahasseeDemocrat. 988a. â€Å"FSU Fraternity BrothersCharged†(April 27):1A, 12A. . 1988b. â€Å"FSU InterviewingStudentsAbout Alleged Rape†(April 24):1D. . 1989. â€Å"WomanSues Stetson in Alleged Rape†(March 19):3B. BrothersChargedin Sexual Assault of FSU Coed. †(April TampaTribune. 1988. â€Å"Fraternity 27):6B. Tash, GaryB. 1988. â€Å"Date Rape. â€Å"TheEmeraldof Sigma Pi Fraternity75(4):1-2. Telander,Rick and RobertSullivan. 1989. â€Å"Special Report,You Reap WhatYou Sow. â€Å"Sports Illustrated(February 27):20-34. The Tomahawk. 1988. â€Å"A Look Back at Rush, A Mixture of Hard Work and Fun†(April/ May):3D. A Walsh,Claire. 1989. Commentsin Seminaron Acquaintance/Date Rape Prevention: National Video Teleconference,February 2. Wilder,David H. , Arlyne E. Hoyt, Dennis M. Doren, William E. Hauck,and RobertD. Zettle. 1978. â€Å"TheImpactof Fraternity SororityMembership ValuesandAttitudes. â€Å"Journal and on of College StudentPersonnel 36:445-49. Wilder, David H. , Arlyne E. Hoyt, Beth Shuster Surbeck, Janet C. Wilder, and Patricia Imperatrice Carney. 1986. â€Å"GreekAffiliation and Attitude Change in College Students. †Journal of College StudentPersonnel44:510-19. Patricia Yancey Martinis Daisy ParkerFlory AlumniProfessor,Departmentof Sociology, Florida State University. Her specialties are the sociology of organizations,work, and gender. She has publishedon theprocessingof rape victimsbyformal organizations and has forthcomingarticles on rape crisis centers,feminist organizations,womenin social welfare work,and gender relations in the South. RobertA. Hummeris a graduate student in the Sociology Departmentand Centerfor the Studyof Populationat FloridaState University. He is workingon his master’sthesis regardingthe causes of Hispanic infantmortality. His researchinterestsinclude social stratificationand infant mortalityand the study of rape by college athletes.
Monday, October 21, 2019
Cadbury Gorilla Ad Analysis Essays
Cadbury Gorilla Ad Analysis Essays Cadbury Gorilla Ad Analysis Paper Cadbury Gorilla Ad Analysis Paper Anuj Kwatra – U110009 Hitesh Agarwal – U110024 History of the Ad Gorilla Ad is a British advertising campaign launched by Cadbury Schweppes in 2007 to promote Cadbury Dairy Milk-brand chocolate. It was a 90-second television and cinema advertisement, which formed the centre piece of their new ad campaign. It was created and directed by Juan Cabral and starred actor Garon Michael. The campaign itself comprised appearances on billboards, print newspapers and magazines, television and cinema spots, event sponsorships and an internet presence. The entire campaign was handled by the advertising agency Fallon London. Their proposal was to step away from â€Å"push†marketing of the product through traditional advertising means, and instead create a â€Å"pull†for the product by creating entertainment pieces which would appeal to a broader range of consumers The television premiere of the advertisement was on Friday 31 August 2007, during the finale of the eighth series of the United Kingdom reality television show Big Brother. The Gorilla commercial scored by generating high noticeability ratings wherever it was screened on television and this generated huge downloads on the web. Prior to the release of the Gorilla movie Cadbury was having a poor season. Sales were down because of certain PR and other issues that affected the quality of the product, which resulted in the brand dropping in top-of-mind awareness and sales. Analysis of Ad based on Emotional Preferences Parameters 1. Seeing, Hearing and Sensing The ad has a backdrop of Purple colour with golden line. This matched with the packaging colouring scheme of the Cadbury Dairy Milk (CDM) Chocolates. Also it has a lot of musical instruments in the ad. It shows a studio. So whenever a visual sees a set of drum or other musical instruments, it would remind him of this ad, and would intern reflect the joy that CDM could provide. The music used in the ad is to attract the auditory people. It is very slow, rhythmic and measured to grad their attention. The sound of drums is used to create the recall of the ad for them. The ad seemed to target majoring of the people belonging to this emotional preference as the idea of using the product metaphor that Chocolate is about joy and pleasure†. It starts with a soothing sound followed by close up on the gorilla. It shows that the gorilla is breathing as if in a stance. It is feeling something calming and fulfilling. Also the lyrics of the song (I can feel in the air tonight, oh lord. ) reflects feelings. Thus anytime a feeling of joy is there in an individual it would create a recall for the product. 2. People, Places, Activities, Knowledge and Things This ad reflects that when a gorilla can have an experience of delight then anyone who wishes to have to experience ecstasy can consume CDM. Thus this ad doesn’t focus much on â€Å"people†preference of an individual. As chocolate is an impulse purchase and location doesn’t play a role in the buying decision, place preference is not catered. The gorilla is shown to be banging the drums with a lot of energy. This is done to target the activity oriented people. They are generally high on energy and look for things that are enjoyable. The ad also by showing the CDM product only at the end creates an interest level which targets people looking for an intellectual activity. As chocolate is an impulse purchase, not much of involvement is required from the customer. So knowledge plays an insignificant role in purchase. Hence knowledge preference is not addressed in the ad. The gorilla in the ad seems to have a deep association with drums. This addresses to the people with things filter. It shows to them the CDM can provide them the same kind of fulfilment that they get from the things they like. 3. Away from and Towards. The ad clearly shows the amount of pleasure gorilla gets from CDM. Thus it directly addresses to the people belonging to towards preference as they have a tendency to seek pleasure in whatever they buy. The people belonging to the away preference are quite procedural. However the ad doesn’t show any reference to procedural or pattern based purchase. Thus this preference is not addressed. 4. Internal and External. The chocolate consumption is more about self satisfaction. Hence external preference is not addressed. On the other hand, the gorilla is shown to be enjoying his own company. This addresses to the people with internal preference as it shows to them the kind of satisfaction they can get for themselves from CDM. 5. Options and Procedures Gorilla is shown to be the new face of CDM. This is something very new and innovative. Moreover, the gorilla is initially just sitting there almost in a trance when it starts playing the drums almost spontaneously. This would address to people with options preference who by nature are spontaneous and look for new things. The people with procedure preference tend to follow a consistent routine or buying procedure. The ad doesn’t show any such routine and thus doesn’t address such people. 6. Big Picture and Details The ad is very abstract in a way that direct product consumption is nowhere shown. Infact the product is shown only in the end. Thus it only projects the big picture in a metaphorical sense that CDM consumption can bring extreme pleasure. This addresses to the people with big picture filter. However not much detail is shown in the ad, thus people with detail filter are not addressed. 7. Active and Passive The ad initially shows that the gorilla is relaxed and is waiting for something to happen. This part grasps the attention of the people having passive filter. Then suddenly he gets stimulated and starts drumming. Moreover, he is bouncing with energy while drumming. This part targets people with active filter. 8. Response to change The ad is a totally new concept with a gorilla as its lead. Surprisingly no words used in it to promote the product. Moreover, the product is nowhere shown directly in the ad. It is very different from any other ad. Thus the ad is a treat for people with difference filter while ignores people with sameness filter. The ad shows gradual change in the mood of the gorilla. Initially it is calm and relaxed. Then it enjoys the feeling of pleasure and moves on to feel the energy. This occasional change of feelings at a normal pace adheres to people with progress filter. 9. Past, Present and Future. The ad uses a song (In the air tonight, by Phil Collins) that was composed in 1981. It was a big hit then. Thus people with past filter can relate to this song and will thus relate to CDM. The gorilla shown in the ad is both active and spontaneous. He seems to be enjoying the moment. These traits are in sync with people having present filter. The ad concept is very imaginative as it shows a gorilla enjoying music and playing drums. Moreover it generates a sense of anticipation in the viewer’s mind as to what would be coming next. These characteristics of the ad address to the people with future filter.
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