Professional Advertising Agency and British Airways Promotional Campai

A Professional Advertising Agency Contributes to British Airways' Promotional Campaign A professional campaign can contribute to a promotional campaign in many ways which could help BA to establish a stronger message to the public, an advertising agency depending on its experience in dealing with big company like BA can contribute a professional handling of all BA’s advertising needs. This means handling BA’s advertising campaign from start till finish, the agency even deals with the expenses of their clients promotional campaign. An agency guarantees a professional and fresh approach to advertising because a big company like BA who handles its own advertising after years can run out of ideas, that’s where a professional agency comes into picture it enables the company to offload some of its advertising responsibilities so that the business can focus on other aspects of the company without having to worry about their promotional campaign. An advertising agency can contribute to their clients in terms of successful promotional campaign by helping their clients to: Â · Use innovative approach – this means an agency can help a company to look at other aspect of approaching customers, other ways of getting the message across. An agency can make a company more effective in communicating with customers. Â · Plan media – this means an advertising agency also contributes key areas such as media selection. Advertising agency also involves around media planni...

Intercultural Society Essay

It is interesting that Raymond Williams creates a division between high class culture and lower class culture, suggesting that culture is ordinary, shared and common. If this is the case why does he emphasise a division in light of this concept? And if we all share a common culture can there be a division? It is difficult to understand the term culture. What is culture? Is it a utopian dream, is it a shared group of interests that bring a community together, or is it just simply a way of life? There are so many questions surrounding culture and its meaning. Raymond Williams described culture as â€Å"maps of meaning through which the world is made intelligible†, whether we agree with this definition or not, he was right in saying that the term culture is one of the most â€Å"complicated words in the English language†; Culture is one of the two or three most complicated words in the English language. This is so partly because of its intricate historical development {†¦} but mainly because it has now come to be used for important concepts in several distinct intellectual disciplines and in several distinct and incompatible systems of thought. To formulate an essay entirely on cultures meaning would be extremely difficult due to its meaning being so vast and indescribable and would therefore not lead to any relevant conclusion. Culture has a paradigmatic complexity and it’s this that makes it so hard to analyse effectively. However, if you were to place a leading phrase in front of the word â€Å"culture† , a word that defines its disciplines, it becomes more identifiable; pop culture, oral culture and print culture. Throughout this essay I will be mainly focusing on internet culture and will describe my understanding of the term and will address the key questions regarding the movement towards the internet revolution in terms of mass media. But before I discuss Internet culture it is imperative that I decipher the essence of mass culture and mass media. To understand the term â€Å"mass†, it is important to study Gustave Lebon. Although there have been many more recent theorists that have discussed the term â€Å"mass†; including Karl Max, John Stuart Mills and Mathew Arnold, Lebon’s theories on â€Å"mass† have pervaded disputes on the subject ever since. A quote specifically that is questioned today is his warning that â€Å"the age we are about to enter will in truth be the era of crowds† ([1895] 1916, p. 3), at a time when working class parties were more present and when western societies were dealing with the growth of industrialisation and mass migration to popular cities. His book â€Å"La psychologie des foules† was cited for its treatise to crowds, however is much more about the advent of mass society in physiological terms. He discusses â€Å"contagion, loss of individuality, and regression to a more primitive mental state were his favourite terms†. The reason for the book being described as a treatise for the mass is his connotation of crowd behaviour within a larger mass. For example Lebon quotes, â€Å"thousands of isolated individuals may acquire at certain moments, and under the influence of certain violent emotions — such, for example, as a great national event — the characteristics of a psychological crowd†. However, the mere coming together of a crowd is not sufficient enough to cause the disappearance of the conscious personality and to turn the feelings and emotions of a large group of people into synchronisation. At the same time, a crowd may cause its members to all behave in a rebellious nature, causing a local uprising, as it develops into a mass movement. Lebon describes the immediate crowd and the scattered crowd to be generically similar, in terms of the impulses that its participants receive, most of these impulses only lasting for no more than a day and even â€Å"the more important ones scarcely outlive a generation† (1926, p. 167). It is important here to note the effect of mass media and communication. Lebon assigned the responsibility of the unpredictability of the public opinion to the newspapers. Mass media such as newspapers act as a vehicle for the masses to exert influence on statesman whose fear of ever shifting public opinion is so great that the press becomes the â€Å"supreme guiding principle in politics† ([1896] 1926, p. 170) . Lebon sees everything and anything including culture, dragged down by mass media; â€Å"Contagion,† once having done its work among the lower classes, reaches the higher ones, so that in the end, â€Å"every opinion adopted by the populace always ends in implanting itself with great vigour in the higher social strata† ([1896] 1926, p. 46). Another theorist although overshadowed by Labon is Gabriel Tarde who has a less psychological and more sociological view of the effects of mass in society. The main question that he puts forward is what is it that unites a crowd of people â€Å"who do not come in contact, do not meet or hear each other; [but] are all sitting in their own homes scattered over a vast territory, reading th e same newspaper? † ([1898] 1969, p. 278). Tarde came to the conclusion that the aspect that unites people from a variety of geographical locations lays â€Å"in their simultaneous conviction or passion and in their awareness of sharing at the same time an idea or a wish with a great number of other men [sic]† ([1898] 1969, p. 278). He argues that the concept of imitation does not arise from the interaction with other members of the public on the streets within your community but of a population who are all reading the same newspapers. Without this mass readership Tarde argues that this mass public opinion could not exist on a large scale and could only exists within individual communities or within crowds limited to a range that one human voice can be heard. Perhaps this connotation reflects Williams theory that culture is ordinary in that he argues that culture is â€Å"not elitist and compartmentalized, but a continual negotiation of power via interactions, texts, and ideas† (http://cltrlstdies. logspot. com). Tarde looked upon the press medium as the major form of public communication, but never argues that this form of media could ever be a substitute to the informal discussions amongst families and neighbours. He does however look upon three other interventions, printing, the railroad and the telegraph, enabling the mass to come together more intensively and are â€Å"combined to create the formidable power of the press . . . hat prodigious telephone which has so inordinately enlarged the former audie nces of orators and preachers†, therefore enabling all publicists and promoters to have leadership over the public. It may seem that Tarde was echoing Lebon’s theory, but he certainly was not. Tarde was discussing a pluralistic society by describing the present as â€Å"the era of the public or publics†. He suggested that one cannot be part of more than one crowd at the same time, so that, â€Å"the gradual substitution of publics for crowds . . is always accompanied by progress in tolerance† ([1898] 1969, p. 281). He does however suggest that an over public can deteriorate into a crowd but that a â€Å"fall from public to crowd, though extremely dangerous, is fairly rare and] it remains evident that the opposition of two publics, always ready to fuse along their indistinct] . . . boundaries, is a lesser danger to social peace than the encounter of two opposing crowds†.

The Life of Aretha Louise Franklin - 723 Words

Aretha Louise Franklin also known as the Queen of Soul was born on March 25, 1942 in Memphis Tennessee. She is known for being a solo singer, and also a very talented pianist. Soul, RB, Jazz, and Gospel are genres that she sings. Throughout her career she signed with Colombia Records and has released many popular singles that would now be considered classical. Aretha became the first female artist to be introduced into the Rock and Roll Hall of fame. Up until this day Aretha is still alive living at age seventy two and has won many Grammy awards and considered one of the most honored artist. Aretha was born into a family that attended church, her father who was a Baptist preacher and gospel singer parents. She was the fourth of five children, and lost her mother from a heart attack, four years after her parents had gotten divorced. Aretha was then moved with her dad and siblings to Michigan where they attended a church named, Detroit’s New Baptists. Her father was recognized as a preacher and her talent was starting to peek out when she would sing at her Father’s congregation. She was mostly self-taught herself and was known to be a child prodigy, with a nice voice and a gifted pianist. A few days after Franklin had just turned just fifteen years old, she gave birth to her oldest son, Clerence. Two years later her second child was born, whom she named Edward. The father of Clerence and Edward was never known, because Aretha never revealed the man’s identity. Both of her