Tenets of Neoclassical Economy

The objective of this academic essay is to discuss the main tenets of neoclassical economic liberalism, explain whether less developed countries should entirely depend on developed countries not and give the reasons. According to Schumpeter (1954), the classical school of economics was developed in the 1750 and lasted as the mainstream of economic thought until the late 1800.Adam Smith’s Wealth of Nation book published in 1776 can be used as the formal beginning of classical economics but it actually evolved over a period of time and was influenced by Mercantilist doctrines, Physiocracy, the enlightenment, classical liberalism and the early stages of the industrial revolution. Adam Smith is recognized as the originator of classical economic. John Stuart Mill a British philosopher 1806-1873 is often regarded as the synthesizer of the school.While Adam Smith would be regarded as the originator and leader of the school, David Ricardo 1772-1823 should be credited with establishing the form and methods of school. Neoclassical economic liberalism is based on principles of namely free competition, a self-regulating market economy, and low or no taxes on income and property, while sharing with other forms of liberalism â€Å"a belief in progress, the essential goodness of the human race, and the autonomy of the individual and standing for the protection of political and civil liberties.Liberalism has long history rooted in the theories of liberal political thought. It focuses mainly on the individuals rights. It attaches a lot of value to personal freedom be it political or economical. It strives to limit the state’s influence in the economic and social life of society. Liberal theorists believe that economic life should not be interfered by constitutional and legal rights to run all the national or public services. Economic life should be let flourish on its own without interference by the state.Therefore, the cornerstone or the most important thought o f liberalism are free trade and free competition (Schumpeter 1954). Neo-classicists see the market for organising economic activities and individuals and companies are rewarded for their efficiency. The market is seen to be at the centre for economic growth and not the state. In other words, Neoclassical seek to understand economic development in terms of the market behaviour of individual actors and therefore can be described as essentially individualistic (Downs 1957).Economics is a science that studies human behaviour as a relationship between ends and scarce means that have alternatives uses. Neoclassical economics pursues this study by means of supply and demand models that determine prices based on the subjective preference for determining prices in order to escape from the so called objective value theory of classical economics, according to which the value of goods could be established by reference to some basic commodity or the labour input required to produce a good.Neo-cl assicists hoped that by throwing away objective values, economics could be placed on a more scientific basis as an essentially descriptive and predictive theory of human behaviour (Thirlwall, 2006). Neoclassical economics can be understood in terms of both its subject matter and its method. The subject matter of economics deals with variables such as incomes and prices, and aggregates like gross national product, employment levels and inflation rate.The methods offer a way to think about large number interactions within markets, although in principle the range of social institutions can be extended to include politics. The characteristic feature or main tenets of the neoclassical method are instrumental rationality, methodological individualism, economic self interest, equilibrium analysis and the use of mathematical techniques (Riker, 1982). With instrumental rationality entails that agents are supposed rational in a broad sense that their behaviour can explained in term of their p references.Preferences are assumed to be determined by the individuals’ desires and beliefs and well ordered with regard to outcomes. For many purposes, preferences can remain specified only up to certain abstract structural features, such as consistency, completeness and complexity. The latter requirement forms the basis of relative price analytics focused on behavioural effects of changes in the relative prices of different objects of value. More specifically, rational individuals are assumed to respond to any increase in the price of a good by consuming less of it.This simple relative price proposition turns to be surprisingly powerful in predicting behaviour in economic setting and includes specifically the basis of institutional analysis: Institutions yield different social outcomes because they alter the incentives that agents face (Buchanan, 1975). In principle, individuals’ preference could have any content whatsoever: agents could be benevolent or could be dri ven by group interests or a desire to comply with group norms. But in practice , there is a strong tendency to ascribe predominantly self interested motives o individuals and to rely more on institutional mechanism that bend interests to the service of duty than on individuals inherent sense of dutifulness. Accordingly, the first question economists are likely to ask of institutions is what economic incentives they give rise to. Equally, when individuals agents interact, neo-classicists generally assumes that each agent maximizes his or her own well being, considered apart from the well being of the other agents with whom he or she interacts.According to Downs (1957) in the resultant interplay among rival interests, neoclassical economists tend to conceptualize stable social outcomes as form of â€Å"equilibria,† in which the strength of the various contenders are in balance. Furthermore, analysis proceed by examining changes in external circumstances that would alter the str ength of different forces and thereby induce all to change their behaviour in particular directions.The external circumstances in question include policy change by government and changes in broader institutional arrangements though there is an issue as to how far government action should be regarded as external to the social system. Buchanan (1975) argues that the distinct feature of the neoclassical approach to economics can be usefully illustrated with reference to classical economics, in particular to Adams Smith’s metaphor of the invisible hand.Smith’s metaphor express the idea that, under certain conditions, the behaviour of agents who act in their own interests can also ultimately promote the public interest. Smith claimed specifically that the freely operating market under the system of natural liberty would constitute such an invisible hand process. Although agents are assumed to be neither particularly benevolent nor cooperate by nature, the exchange processes that the free market were seen to mobilize vast benefits from large scale human cooperation that are individually not attainable.The neoclassical version of the claim is embodied in the so called fundamental theorems of welfare economics, which asserts that all perfectly competitive equilibria are Pareto optimal, and all Pareto-optimal points are equilibria of a perfectly competitive market under some initial distinction of goods. Pareto optimally is defined as the situation in which all possible mutually beneficial moves have been made. Interestingly, the neoclassical version of this result follows David Ricardo’s formulation in which gains from exchange arise from exploiting natural differences among agents according to principle of ompetitive advantage. In Adam Smith’s version by contrast, the gains from exchange arise not merely from natural difference but from gains from specialisation (Buchanan 1975). There is however, a more significant limitation to fundamenta l theorem of welfare economics. The theorems are restricted in their scope to private goods that are excludable. Markets cannot guarantee the optimal provision of public goods and collective consumption goods. Under plausible conditions, non excludable goods such as defence or law and order and non patentable discoveries may not be provided at all.Even accepting the limited normative reach of paretian concepts, therefore, markets cannot reliably deliver much that is required for their successful operation, such as a secure system of property rights and many goods that are important for human flourishing, such as public health measures or plausible theories about the working of the economy (Thirlwall, 2006). Furthermore, Pareto–optimal outcomes are not necessarily just. Pareto-optimality is consistent with slavery if slaves cannot purchase their own freedom.It is also consistent with very large disparities in income levels. Although the fundamental theorem of welfare economics state that any Pareto-optimal outcome can be realized by a suitable initial redistribution of goods, perfectly competitive markets remain themselves neutral with regard to distributive issues. In other words, the neoclassical defence of perfectly competitive markets can offer only a partial foundation for a comprehensive theory of cooperation, because the normative basis of evaluation that the neoclassical approach offers is too thin.Political philosophers such as Robert Nozick (1974) and David Gauthier (1986), for example, have taken this lack of normative justification as a starting point to embed markets into broader theories of social and economic cooperation that balance efficiency considerations with concerns for justice. Nevertheless, the neoclassical analysis of markets carries important normative implications. First, the analysis demonstrates that the benefits available from human cooperation are considerable.Neoclassical economics depicts social interaction as potentially â€Å"positive sum. † Beyond enjoyed by some individuals need not imply a loss to other and can lead to additional gains. Second, in mobilizing the mutual benefits available, there is a significant task of coordination among individual participation, a task that markets perform well for private excludable goods. Third, in part, markets work well in this coordination role, because they induce predominantly self-interested persons to serve others’ interests.It might be said that markets economize on benevolence, which tends to be a scarce good for many human interactions. Finally, the neoclassical account help to identify cases of market failure cases in which markets cannot guarantee optimal outcome (Emrah, 2008). Less developed countries cannot depend entirely on the notion of neoclassical economic liberalism or markets mechanism to the extent developed countries. This is because most markets in developing countries are characterised with widespread imperfection.One e xample is lack of information and existence of uncertainty that most individual producers face. Most producers in developing countries are generally unsure about the size of local markets, the existence of other producers and the availability of inputs both domestic and imported. Therefore in such a situation profit-utility maximising may be based on incorrect information and in the end lead to inefficient allocation of resources. (Todaro and Smith, 2009) Under such circumstance, the government may perhaps intervene to provide information by guiding producers and consumers.Therefore it can be analysed that, although free market economies have been successful in developed economies, it cannot be so in developing countries and the only recourse is the model of the mixed economy or social market economy. According to Thirlwall (1989), the true benefits of free market outputs may not be reflected in the prices because of the presence of substantial externalities. A number of goods may h ave high social value that is not reflected in their market prices.Because of market distortion or imperfections, the prices may not reflect marginal cost and many social goods and services such as health and education may not be produced at all or offered at a low price even free because markets are incomplete and private sectors have no incentives to produce them. In addition there is no guarantee that market mechanism will distribute resources equitably. Therefore, the government usually has the responsibility to provide them. Todaro and Smith (2009) further argue that although markets may ensure efficient allocation of resources, it can also lead to high levels of income inequalities.Over dependence on market may not improve the distribution of income but it worsen it. Due to these kinds of market failures, different developmental experts and economist have argued in the past that there must be government intervention in the development process and adopt various forms of plannin g models to allocate resources. In some countries resource allocation or planning is managed by bureaucrats and not by consumers. The government plan how resources are allocated across different sectors of the economy (Thirlwall, 1989). In conclusion, the welfare role of the state is retained in a social market economy which cares for the poor.In cases where the poor countries are striving towards a free market economy, there should be certain segments controlled by the state but with prevalence of free enterprise such that efficiency is restored and the country moves towards economic prosperity. Free market economy under centralized political control is the most effective way for distributing resources. BIBLIOGRAPHY Aydinonat, N. Emrah. (2008) The Invisible Hand in Economics: How Economists Explain Unintended Social Consequences: Routledge, New York. Buchanan, J. M. (1975). TheLlimits Of Liberty :University of Chicago Press, Chicago: Downs, A. 1957). An Economic Theory of Democracy . Harper, New York: Gauthier, D. P. (1986), Morals by Agreement: Clarendon Press, Oxford, UK. Nozick, R. (1974), Anarchy, State, And Utopia: Blackwell,Oxford, UK. Riker, W. H. (1982), Liberalism against populism: A confrontation between the theory of democracy and the theory of social choice: Freeman, San Francisco. Schumpeter, Joseph A. (1954), History of Economic Analysis: Oxford University Press, New York. Thirlwall, P. A (2006), 8th ed Growth And Development; Macmillan, London. Todaro, M and S. Smith (2009) Economic Development : Dorling, New Delhi.

Religious Experience Essay

Religious experience is seen as a non-empirical occurrence which means it does not depend or can be verified through observation or examination. Majority of people believe it’s supernatural. It is also seen as an experience to make a person aware. Certain religious people believe who have had the experience has drawn them into a deeper knowledge/ awareness of god. Most importantly it is seen as the experience itself is not a substitute for the divine but a vehicle that is used to bring people closer to the divine. It is also known as unique and cannot be shared with anyone. 3 Types of characteristics of religious experience * Vision * Conversion * Mystical experiences Visions: is when an individual believes they’ve seen or heard something supernatural. There are three ways in which an individual can experience this. An intellectual vision brings knowledge and understanding such as a revelation from the almighty god. An imaginary vision is where something that strengthens the faith is seen with the mind eye. Corporeal vision is where the figure is externally present. Examples of this is st Bernadette who was 14 years old, who had a few visions but the visions started off her seeing a figure which didn’t speak to her but then later on the figure begun to speak which was known as virgin Mary gave her a set of instructions saying that the spring water at Lourdes had healing power and that a chapel was to be built on the site. Numinosity : this word was given to describe the sense of a an awesome power, but feeling very distinctly separate from it. Rudolph otto used this so called term

Introduction to Business: Walmart Essay

1.  Unethical Business Ethics is defined as beliefs about what is right and wrong or good and bad in actions that affect others.( Therefore, unethical behaviour is behaviour that is believed to be bad or wrong actions or decisions. Other definition about ethics is ‘the activity of examining the moral standards of a society, and asking how these standards apply to one’s life and whether these standards are reasonable’ (Velasquez, 1998; pg 11). Ethics are based on personal or social beliefs. Furthermore, these beliefs are our moral standards, and moral standards differ among individuals. Thus, no one can say with certainty that a particular action is right or wrong and good or bad. Business ethics refers to ethical or unethical behaviour of a firm’s employer. Unethical business refer to decision made by employer with getting maximum profit as the main reason and other parties such as employees and customers receives negative effects. For example, a firm advertises their product as the best brand compared to other brands with the same type of product, but the product’s quality is not as good as it purported in the advertisement. 2. Wal-Mart Wal-Mart is the largest American corporation that runs discount department stores. It was found in 1962, Arkansas, USA by Sam Walton. It was incorporated on October 31st, 1969. Furthermore, Wal-Mart is the largest private employer in the world. Wal-Mart owns and operates Sam’s Club(, Wal-Mart Stores Divisions U.S., and Wal-Mart International. Wal-Mart has nine different formats of retail business, which is, supercenters, food and drugs, general merchandise store, small markets, cash and carry stores, membership warehouse clubs, apparel stores, soft discount stores and restaurants. Wal-Mart also offers private label store brands. Private label store brands are products offered by Wal-Mart which usually has the lowest price compared to other brands that offers the same product in the store. These brands are produced by subsidized contracts awarded to the lowest bidder. Wal-Mart’s private label brand includes Sam’s Choice, Great Value and Equate. 3. Discrimination Companies are responsible for any problems in regards to their employee’s welfare. Employees with high position jobs should give proper treatment and avoid discrimination to other employees with less paid jobs. Employees who apply for a position in a firm should not be subjected to discrimination because of their national origin, race, gender, or religion. The Civil Rights Act of 1964 prohibits such forms of discrimination. (Madura, J. 1998) To estimate that a certain company is practicing discrimination against a certain group, is by looking at how that certain group is distributed within the institution. There are three kinds of comparisons that show the practicing of discrimination. They include; comparisons between the average benefits that the discriminated group gets and the average benefits of other workers, comparisons between the level of jobs and comparisons of advantageous positions between the discriminated and the normal labours. However, as an established company, Wal-Mart is not responsible to its workers. In fact, the three kinds of comparisons can be clearly seen in its management. They have been discriminating against women, minorities, and the disabled workers. Furthermore, Wal-Mart’s staff has also been discriminating their customers, racially(. This is very unethical, as the company cannot survive without their clients or customers. By discriminating and making offensive actions racially to customers, customers will switch to the firm’s competitor as the services provided are not satisfying. Moreover, some customers sued Wal-Mart for not being ethically responsible.

Tourism in Moab Utah Research Paper Example | Topics and Well Written Essays - 750 words

Tourism in Moab Utah - Research Paper Example The town’s population increases to over 100,000 mountain bikers annually. The surroundings are characterized by stark red rock, and a hot and arid environment. â€Å"The La Sal Mountains nearby provide a cooler escape† (Buckley 423), and Moab also functions as a minor destination for amenity migrants. The town has been transformed as a result of tourism. Moab is located in a valley fifteen miles long and three miles wide within the heart of the Colorado Plateau, in the American West. â€Å"The biblical name Moab was adopted in 1880 when a mail route was established between Salina, Utah, and Ouray, Colorado† (Moabhistory, 2011). Moab was among the last parts of colonized America to be â€Å"civilized†, with the first permanent white settlers appearing well after the Civil War, in the 1870s. Prior to their arrival, Native Americans had inhabited the valley. â€Å"Butch Cassidy and the Sundance Kid, the Hole in the Wall Gang, and the Wild Bunch rode to hide-outs around here† (Ricks 50) after robbing banks in Colorado mining towns. Farms, ranches, a community school, railroad and ferry services across the Colorado river were established by 1885, and a three-span steel bridge by 1912. In 1890 Moab became the county seat of Grand County, was designated as a town in 1903, and as a third-class city in 1936. The area’s economy based on farming, ranching and Utah’s finest fruit growing industry declined with the uranium boom of the early 1950s which brought in an influx of prospectors, miners, speculators and workers. New facilities such as markets, schools and businesses developed. In 1911 the first commercial oil well was drilled, and the oil boom that enriched the Moab economy lasted into the 1960s. With the demand for uranium declining by the early 1960s, potash became the next boom industry. A modern potash plant and a railroad spur line to connect vital points were constructed in 1963 (Moabhistory, 2011). For over the last quarter of a

Is Socrates right to claim that vengeance is always wrong Essay

Is Socrates right to claim that vengeance is always wrong - Essay Example Socrates explained what is a virtue and reasons why people do evil or bad things (Bensen, 1992). Socrates preferred to maintain his integrity and decided to answer to charges of impiety and corrupting Athenian youths (Colaiaco, 2013). Socrates was not angry with the jurors and his arguments in the apology demonstrated that death should not be used as deterrence to philosophy since no man has true knowledge of death. After listening to Crito, Socrates refuses to escape since he believes it would be unjust to his reputation and those of his children. Thesis statement: Socrates is right to claim that vengeance is wrong. Socrates debates on whether it is right or wrong to injure or harm another person in retaliation for wrongs committed. According to Socrates, vengeance is wrong and escaping would amount to retaliation thus his escape would be wrong (Bensen, 1992). Socrates goes further to argue that one must never willingly commit wrongs notwithstanding the circumstances (Weiss, 1998). In addition, one must not do wrong even when wronged and therefore vengeance is wrong. Socrates Elenchus clearly argues against Homeric traditions that justice should be repaid by harming enemies. Socrates argues for a good life by comparing a healthy body with a healthy soul and claiming that life would not be worthy living if the higher part of man is destroyed by injustice (Crito 47e). Accordingly, Socrates points out doing wrong or vengeance is evil and dishonourable thus human beings must not do any wrong. Socrates clarifies that doing injustice is even worst for oneself than being subjected to it (Gorgias 469c- 522e) since those who do injustice make their souls worse. In this argument, Socrates demonstrates that if one treats you unjustly, will leave your soul unaffected thus this is a less harm compared to the harm that the unjust man suffers himself. I conquer that Greek precept of aiding one’s friends and harming one’s enemies amount to

Analysis Assignment Example | Topics and Well Written Essays - 500 words

Analysis - Assignment Example The organization in question known as Extended Family was formed in 1995 by parents who came together due to their concern for their children. Their children were facing stigma as a result of their disabilities. The parents wished their disabled children had independent, supervised, living situations. In addition, the organization was formed with the intention of educating the communities on the dynamics of disabilities, as well as to provide a safe living environment that may enable individuals with disabilities live with dignity. In order to achieve its missions and ensure that Extended Family, Inc. operations are successful, it operates three distinct programs: education, counseling, and residential. Individuals entering these programs may be referred by their social services agencies, schools, parents, or their physicians (Mammano & Tyson, 2008). These programs have varied functions, and they are all geared to ensure that the disabled children’s lives are improved for the better. For instance, the counseling program offers individuals, family and group counseling sessions. The sessions are tailored towards the needs of every individual. On the other hand, education program provides disabled students with learning opportunities. Lastly, the residential program provides 24-hour care to disabled children, and teaches them life skills such as shopping, so that they may live independently. The Extended Family has a budget that ensures that the funds they obtain from donors are used efficiently. For this reason, its employees have been made aware that revenues and expenses are accurately allocated to the administration and program costs. The Director of Administration is charged with the responsibility of drafting an operating budget which he submits to the agencies that provide funds to the organization (Mammano & Tyson, 2008). These financial reports should have the administration expenses falling below the program expenses so that a significant amount

Experimental versus Non-Experimental Research Assignment

Experimental versus Non-Experimental Research - Assignment Example They produce different research results and findings and this helps to draw conclusions and different responses to given studies. The purpose of this study is to compare and contrast experimental and non-experimental quantitative research approaches. In order to complete this research, the following objectives are going to be explored: Quantitative research is a systematic empirical investigation of a given social phenomenon and it employs various statistical and mathematical techniques to define the variables and measure them in order to draw a conclusion (Nykiel, 2012). Quantitative research is an empirical research that seeks to use mathematical and other statistical methods to evaluate a given research topic. Quantitative research involves the development of an appropriate method and an appropriate approach to study a given phenomenon. Measurement is a distinct and unique aspect of quantitative research. This is because quantitative research involves finding ways and means to measure a given set of data objectively in order to draw a conclusion on the research variables (Carter & Thomas, 2010). This is done by formulating a hypothesis and evaluating the hypothesis through the observation of specific elements and aspects of interest (Macnee & McCabe, 2012). Therefore, there is the need for some kind of variables that can be numerically measured and analyzed in order to draw a conclusion on the subjects at hand and the matter being studied. Therefore, quantitative research is an empirical observation and a mathematical expression of the relationship between the variables (Lodico, Spaulding, & Voegtle, 2012). The main approach that is used in quantitative research is to define a hypothesis and operationalize the research. Operationalization of a research is done through the definition of variables and putting the variables in a way and manner in which they can be measured and matched against each other.  Ã‚  

Contract Law, Exclusion Clause Coursework Example | Topics and Well Written Essays - 1500 words

Contract Law, Exclusion Clause - Coursework Example Some of the examples of service contracts are providing accounting services , provision of health care , provision of legal services,etc.(Bradgate & White 2007 :211). A service provider who deals with his customer cannot enforce his own printed standard terms of conditions thereby cannot either restrict or exclude his accountability for infringement of contract or offer an incomplete service for which he has to demonstrate that exclusion clause is in line with â€Å" test of fairness or reasonableness.† If he has not taken any reasonable skill or exercise reasonable care, he will be held liable under â€Å"negligence† under the common or contractual law. The act of negligence engrosses any infringement under common law or any contractual duty to exercise reasonable skill or to show reasonable care. This study will analyse whether by including an exclusion clause in a service contract, a party to contract can avoid the liability for any loss caused by the negligence. Exc lusion Clause and Negligence In UK, service contracts do contain limitation or exclusion clauses. Sometimes, these limitation clauses are upheld in the case law. As regards to exclusion clauses pertaining to liability in a contract and in tort are normally valid only if they are rational which connotes in consideration with both contracting parties at the juncture of contract is made as per the Unfair Contract Terms Act 1977. An exclusion clause is like a double -edged sword since it will be construed against the party who relies on it as held in Curtis v.Chemical Cleaning Co. 1 (Barendrecht 2007 :685). A service contract may contain an exclusion clause thereby one party wants to restrict his accountability for his negligence or infringement of contract. Moreover, such clause can be relied by a party only if it has been included in the said contract, and for the purpose of elucidation, it is applicable to the loss in the question. Its validity will then be interpreted under the â₠¬Å"Unfair Terms in Consumer Contracts Regulations 1999† and under the â€Å"Unfair Contract Terms Act 1977.† It is to be observed that the above laws are introduced in UK on the basis ofEU Unfair Consumer Contract Terms Directive. (Lawson 2011:57). A party desirous to trust on the exclusion clause must demonstrate that it is part and parcel of the contract. Through by a notice or by signature or through the process of dealing, an exclusion clause can be inserted in the contract. For exclusion of any liability for negligence, there should be clear words in a contract as held in White v John Warwick2. (Taylor & Taylor: 136). A service supplier is accountable under the statute only for not taking rational care in the provision of service. In normal parlance, there exists no implicit responsibility to accomplish any given outcome by a supplier of service and if a buyer wishes to have such undertaking, it should be provided in the service contract as an express term. (Bradga te & White2007:212). Under s2 (2) of the Unfair Contract Terms Act 1977?accountability for any other variety of damage or loss can be kept out provided the notice or term fulfils the prerequisite of reasonableness. A service provider cannot control or exclude his accountability in negligence for loss originating from defects in services provided for either consumption or for private use by means of notice or term included in a guarantee. In an action of

The Luton Bank Case Essay Example | Topics and Well Written Essays - 1000 words

The Luton Bank Case - Essay Example In 1996 the bank appointed receivers in relation to the properties which were then sold over an 18 month period. The mortgagors complained that the properties had been sold at an undervalue and claimed that: 1) in some cases a far better price would have been obtained had the receivers or mortgagees first obtained planning permission for development. Planning permission had previously been sought but the receivers decided not to wait for it to be granted before selling; 2) in other cases a better price would have been obtained had possible leases of the vacant properties been completed before sale. (see MacKenzie and Phillips, 2008, pg 477). In deciding the case the Court of Appeal considered the duties owed by mortgagees in these circumstances. Several duties were highlighted, which will now be considered in turn. Firstly, a mortgagee in possession must take reasonable care of the premises (Downsview Nominees Ltd v First City Corporation Ltd (No.1) [1993] AC 295). Secondly, it must be remembered that a mortgagee is not a trustee of his powers. This means that the mortgagee may sell whenever he chooses and does not have to have regard to whether a different time may be more beneficial to the mortgagor (Raja v Austin Gray (a firm) [2002] EWCA Civ 1965). In this case, therefore, the bank does not need to wait until the property market has recovered before they can sell the property (Gray and Gray, 2007, pg 534. The mortgagee is also under no duty to improve the position of the property before selling, but may instead sell it ‘as is’.

Cost Concepts Essay Example | Topics and Well Written Essays - 750 words

Cost Concepts - Essay Example One can illustrate this in the case of the University of Colorado Hospital, a large academic hospital recently recognized as the highest performing academic institution in terms of delivering quality health care in the United States for 2012. Using traditional cost systems, resource allocation distributed across overhead expenditures are done according to a measured amount or volume of individual services or products. For example, in terms of maternity care, the overhead cost could be spread across provider compensation, direct and indirect hospital costs, emergency room, transport, pediatric and a host of other product/service elements. Cost accounting in this setting is straightforward: the total cost is measured as opposed to the measurement of a specific unit of the maternity service. Here, the outcome is fundamentally based on the attempt to determine how many units or the product or services are consumed. Activity-based cost accounting is differentiated from this system because it is more detailed and comprehensive in the manner by which it calculates the cost. There are three steps by which it implements the system as opposed to the mere calculation of resources consumed: 1) defining the activities that support output; 2) defining links between activities and output; and, 3) developing the cost activities (p.5). In the case of the maternity service at the UCH, for instance, it will include nonfinancial variables along with financial variables as bases for allocating costs. In addition, it will also employ a bigger number of cost drivers. It is, hence, more accurate in determining cost than the traditional cost accounting method. The impact of cost accounting is important. Hospitals like UCH will predict the cost on the basis of expected visits in assessments like the profit analysis model. This is significant is especially on the face of the increasing frustrations of healthcare finance

Idealism as an approach in international politics is simply naivety, Essay

Idealism as an approach in international politics is simply naivety, do you agree - Essay Example The synchronization of the local and international policies can lead to improved success and ease of integration. Idealism is based on personal values are integrated into social values (Connelly & Panagakou, 2010, p. 56). In spite of having the best values and approach in domestic issues, idealism has failed to the replicated in the global arena because of the difficulty in transforming the values. The concept of idealism has not been effective in handling the global conflicts based on several issues affecting countries. The capitalistic nature of countries has made the challenge extremely difficult. Countries currently focus on what will benefit them and not on idealistic values. The creation of allegiance between countries is based on country’s interest and not values (Tomuschat, 2010, p. 45). For instance, the continual negativity and difference in stance between Russia and America is a product of interests and not values. These interests affect the development of values an d principles guiding the countries. Since the development of the concept of idealism, several issues affected the society that in turn influenced the social values. Failure of idealism The failure of idealism can be linked with the events after the First World War because it failed to capture the issues affecting society. In fact, the postwar issues were not addressed by the idealism present by the international policy. The failure to address the relationship status of the countries affected the nature of international development, which in turn affects the countries around the world. Idealism is dependent on personal and state values and policies which depended on the interest of the nation (Podany, 2010, p. 136). During the First World War, it is estimated that over sixty million civilian and military causalities which led to the development of a new political theory. According to idealist theory, a lasting peace is constructed around the elimination of war. The argument of the id ealist is that the war was caused by defects in the process of real politics. The result of the ideology is the creation of the new organization called The League of nations. The League of Nations was an international organization focusing on control and moderation of the individual states’ actions against each other. The approach was supported by the initiation of international treaties (Perkins, 2013, p. 113). The aim of the international government was to limit weapons while maintaining collective security and renouncing the use of war as a national policy. The League of Nations did not achieve success because after the First World War, the Second World War occurred and the development of other inter-nation aggression and war. The failure indicated the non-relevance of the idealist approach employed after the First World War. Human reason as a basis of idealism Idealism relies on human reason as the foundation of its development. The philosophical basis of the Wilsonâ€⠄¢s peace law was borrowed from Bentham’s idea, which was developed a century earlier. The placement of faith in the power of reason, public opinion, individual liberty and social openness as the key values to the idealistic principles led to failure. The concept rejected secret negotiations and alliances which is a prevalent feature in the current international relations. The main principle was the reliance on the human reason (Tomuschat, 2010, p. 13). Human reason allows an

Investigation into Roles and Contracts of the Music Industry Essay Example for Free

Investigation into Roles and Contracts of the Music Industry Essay Scenario Your local paper has assigned you with a task to present them with information about the roles and contracts in the Music industry. Carry out an investigation that describes/explains/comments critically on the roles and contracts of one area of the Music Industry and deliver your results as a presentation to the class. Task 1: Using Publisher/ Word, you need to research, write and describe the contracts associated with an area of the Music Industry (Live Performance: e.g. artist’s responsibilities with a label, or a manager/agency’s responsibilities with an artist/performer) (P3) In order to gain a MERIT grade, in addition to the requirements of the PASS criteria, you will need to describe and explain the above by providing examples. (P1, P2, M1, M2) In order to gain a DISTINCTION grade, in addition to the PASS and MERIT criteria, you will need to describe, explain and comment critically the above by giving examples, drawing conclusions from experience and/or research (P1, P2, M1, M2, D1, D2) 2 Know the professional roles within a chosen area of the music industry Live performance: eg performer/artist, DJ, agent, promoter, venues and stage management, crew/ technicians, security, merchandise Record companies: eg AR, promotion, distribution and retail, merchandising Music publishing companies: eg publishing, copyright, sales, composer and artist development  Artist management: eg artists, songwriter/composer, manager Assessment Method: Class presentation. To include referencing

The Virgin Group Brand

The Virgin Group Brand ABSTRACT The Research has been undertaken in order to reveal the unique strategies that the Virgin Group employed in its extensions, and to examine whether it is really successful through strategies and how far it can go in the future. To better answer this question six study objectives are derived. The three most important ones are : to show the whole extension history of the Virgin brand, its success and failures ;to demonstrate the unique strategies Virgin employed in its brand extensions; to discover the consumers attitude towards Virgins extensions and how far Virgin can go. In order to answer these questions, this research contains a literature review, the field research, as well as analysis and conclusion. The literature review explains the concept and main issues of brands, brand equity, and brand extension. Then the methodology is started and justified, and the investigated company and its brand extension strategies are introduced. After that the results of the survey are presented. And the conclusion is drawn according to academic literature, primary data , and secondary data. INTRODUCTION Research Context For decades the value of a company was measured in terms of its buildings and land, and then its tangible assets (plant and equipment). The 1980s marked a turning point in the conception of brands. Management came to realize that the principal asset of a company was in fact its brand name ( Kapferer , 1997 ) The brand is not the product but it gives the product meaning and defines its identity in both time and space. Brand equity is regarded as a very important concept in business practice as well as in academic research because marketers can gain competitive advantage through successful brands. The competitive advantage of firms that have brands with high equity includes the opportunity for successful extensions, resilience against competitors promotional pressures, and creation of barriers to competitive entry( Farquhar, 1989 ) . However, the cost of introducing a brand in to a consumer market can be considerable ranging from about $ 100 million ( ourusoff , 1992) , with a 50% probability of failure ( Crawford, 1993 ). Thus, it not a surprise that companies seeking growth opportunities may prefer to extend existing brands. Brand extension has been hailed as the way to achieve in a cost controlled environment. By capitalizing on the reputation of an established brand, companies save the high cost of creating new brands. New products which piggyback on favorable brands drive an immediate advantage by entering from a position of strength, thus reducing the risk in failure; while the parent brand gains some synergy through the heightened awareness that is generated in successful new product launches ( Pitta and Katsanis, 1995 ). While successful brand extensions can reap benefits, management should not forget the risk of extension failure. History shows the potential of brand extension problems, which range from out right failure to partial failures. Instead of success, the failed extension might tarnish the image and reduce the market share of the parent product. Since the brand extension decision in fact a strategic one, it is important to think strategically beyond the first extension to future growth areas. Further more, it is also important to manage those extensions strategically. Virgin group was chosen as the subject of this study because it offers great potential for studying the issue of brand extension, perhaps the best known example of successful unrelated diversification. Virgin started out as a publisher and retailer of popular music. Its brand was built up on the qualities expressed by its products. The virgin brand is now so powerful that it can be applied to diverse fields including airline, cola, financial services and even commercial space shuttles in the future. The Virgin group has a unique strategy in extending and managing its brand. They have remarkable success and some failure as well . However , to date , its successes have outweighed its failures . Research Aims and Objectives Research Aims This study is an attempt to investigate a company , Virgin group, to gain an insight in to the brand management and brand extension theory.. The researcher seeks to understand brand extension management both in general and in a particular organization. The researcher does not seek to gather statistical data for generalizations, but intends to make an in-depth study in order to highlight issues within this single organization. The research has been undertaken in order to reveal the unique strategies that the Virgin Group employed in its extensions, and to examine whether it is really successful through its strategies and how far it can go in the future . In detail , the research investigates the recognition of the virgin brand name , the recognition of the products / services under this brand name , the impact of extensions on brand name , and the perception of the brand by the customers. .Research Objectives The research aims to generate the following detailed research objectives. 1 To define brand image and brand extension 2 To demonstrate the consequences of brand extension. 3 To clarify the brand extension strategies. 4 To show the whole extension history of virgin brand including its successes and failures.. 5 To demonstrate the unique strategies Virgin employed in its brand extensions.. 6 To discover the consumers , attitude towards Virgins extensions and how far Virgin can go. All these objectives will be addressed through academic literature review, analysis of existing organisation data, analysis of the organisation survey and interview, and combination of the results. Research Structure The following research content can be divided into four sections: literature review, research methodology, primary and secondary research, and conclusion. The first section is concerned with the literature review. Before expounding the concept of brand extension, the researcher initially demonstrates the definitions of brand extension as one of the strategies in brand management emerged when brands were regarded as intangible assets gaining more attention. Brand extensions are closely linked with brand equity. Successful brand extensions result from good understanding of brand equity. Successful brand extensions result from good understanding of brand equity. After that the researcher clarifies the definition of brand extension, the consequences of brand extension, criteria in brand extension decisions, and evaluations of brand extensions. In the second section the researcher illustrates the research methodology from three dimensions: research philosophy, research approach, and research strategy. Then the collection methods of primary data and secondary data and the limitation of the methodology will be addressed. The third section is about the primary and secondary research. Secondary data will be collected and illustrated as the basis of primary research. Primary data will be collected from a standardized questionnaire survey and the data would be analyzed. Contribution to Research The prior literatures on brand extensions at Virgin Group clearly illustrated the unique strategies Virgin group employed to extend their brand and weighed its success and failures. This topic has been researched and represented on the basis of biographies and case studies in brand extension theories. Most of the literature has expressed doubts regarding how far the Virgin group can go with its brand. The purpose of this research is to explore those doubts mentioned above and determine how justified they are. The researcher will conduct a survey from consumers point of view to obtain the answer. The findings will show the awareness of the virgin brand and its products/services, and the attitudes of consumers towards those extensions in Virgin. Of course, all these aspects are just starting points for further research. It was impractical for the present research to obtain a comprehensive overview of Virgins extensions in general, nor was it practical to consider all existing documents, initiatives and other related information. Chapter 1 Literature Review 1.1 Introduction In this chapter, various perspectives of brand extension theories have been reviewed as the basis of the further research. Firstly, the researcher clarifies the general concepts of brand equity. Then brand extension, one of the brand management strategies, is explained in details. The chapter ends with a summery of the literature review. 1.2 What is a Brand? 1.2.1 Definitions of Brand Keller (1998) explained the origin of the word â€Å"brand† by using the research of Interbrand group. The word â€Å"brand† is derived from the Old Norse word â€Å"brandr, which means â€Å"to burn† as brands were and still are the means by which owners of livestock mark their animals to identify them. The different approaches to defining brand partly stem from differing philosophies and stakeholder perspectives, i.e. a brand may be defined from the consumers ‘ perspective and / or from the brand owners perspective .In addition , brands are sometimes defined in terms of their purpose, and sometimes described by their characteristics(Wood,2000). The American Marketing Association (1960) proposed the following company orientated definition of a brand as: â€Å"A name , term , sign, symbol, or design , or a combination of them , intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors.† The definition has been criticized for being too product -oriented, with emphasis on visual features as differentiating mechanisms (Arnold, 1992; Crainers, 1995). Despite the criticisms, the definition has endured to contemporary literature, albeit in modified from .Aaker (1991) adopt this definition. â€Å"A brand is a distinguishing name and / or symbol (Such as a logo, trade mark, or package design) intended to identify the goods or services of with one seller or a group of sellers, and to differentiate those goods or services from those of competitors.† Ambler (1992) takes a consumer oriented approach in defining a brand as: â€Å"The promise of the bundles of attributes that someone buys and provide satisfaction†¦.The attributes that make up a brand may be real or illusory, rational or emotional, tangible or invisible.† These attributes emanate from all elements of the marketing mix, and are subject to interpretation by the consumer. They are highly subjective. Brand attributes are essentially what are created through brand description (one interpretation of brand equity) mentioned previously. Many other brand definitions and descriptions focus on the methods used to achieve differentiation and/or emphasize the benefits the consumer derives from purchasing brands. These include definitions and descriptions that emphasize brands as an image in the consumers minds, brand personality, brands as value systems, and brands as added value (Wood, 2000) It is possible to draw together many of the approaches to brand definition, An integrated definition can be achieved that highlights a brands purpose to its owner, and considers how this is achieved through consumer benefits. Added value is implicit to this definition (wood, 2000) that is: â€Å"A brand is a mechanism for achieving competitive advantage for firms, through different (purpose). The attributes that differentiate a brand provide the customer with satisfaction and benefits for which they are willing to pay (Mechanism).† According to Philip Kotler ( 1984) , A product is anything that can be offered to a market for attention , acquisition , use , or consumption that might satisfy a need or want. Thus a product may be a physical good, service, retail store, person, organization, place or idea. A Brand is a product , then , but one that adds other dimensions to differentiate it in some way from other products designed to satisfy the same need, These differences may be rational and tangible related to product performance of the brand of more symbolic, emotional, and intangible related to what the brand represents ( Keller,1998) 1.2.2 Functions of Brands Brands play different roles to consumers and firms (Keller, 1998). To consumers, brands identify the source of maker of a product and allow consumers to assign responsibility as to which particular manufacturer or distributor should be held accountable. Most importantly, brands take on special meaning to consumers. Because of past experiences with the product and its marketing program over the years, consumers learn about brands. They find out which brands satisfy their needs (Keller, 1998). Thus, Brands Provide a short hand device or means of simplification for their product decisions (Jacoby et al., 1971). From an economic perspective , Brands allow consumers to lower search costs for products both internally (in terms of how much they have to think ) and externally ( in terms of how much they have to look around) brands can serve as symbolic devices, allowing consumers to project their own self images. Certain brands are associated with being used by certain types of people and t hus reflect different values or traits (Keller, 1998). Brands also provide a number of valuable functions to firms (Chernatony and William, 1998). Fundamentally, they serve an identification purpose to simplify product handling or tracing for the firm. Operationally, brands help to organize inventory, accounting, and other records. A brand also offers the firm legal protection for unique features or aspects of the product. A brand can retain intellectual property rights, giving legal title to the brand owner (Bageley, 1995). The brand name can be protected through registered trade marks, manufacturing processes can be protected through patents, and packing can be protected through copy rights and designs. Brands can signal a certain level of quality so that satisfied buyers can easily choose the product again ( Erdem ). This brand loyalty provides predictability and security of demand for the firm and creates barriers of entry that make it difficult for other firms to enter the market. Thus, to firms, brands represent enormously valuable pieces of legal property, capable of influencing consumer behavior, being bought and sold , and providing the security of sustained future revenues to their owners ( Bymer , 1991). 1.2.3 Brand Architecture A company that wants to get behind its corporate brand and use it more proactively must decide on the most appropriate brand architecture for its business or businesses (Mottram, 1998). There are three alternatives: * A monolithic structure * An endorsed brand architecture * A hybrid structure (Mottram, 1998). A monolithic structure has the corporate brand right at the center. All products and services are branded with the same name, identity and set of brand values. The advantage of this sort of structure include a seamless transfer of goodwill to the center, cheaper brand building and instant credibility when launching new products or extending into new markets. The difficulty with the monolithic approach is that the corporate brands personality has to be flexible enough to cover different products and markets while being precise enough to compete with specialist brands in each segment. When a company uses an endorsed brand architecture, it aims to add the higher values of the corporate brand to the specific values of product and service brands in its portfolio in the interest of competitive advantage. Thus the corporate brand can add security, trust and credibility to the positioning of the product or service brand. Brand owners have adopted a number of ‘hybrid approaches. For ins tance, Nestle has pulled all of its products under ten global ‘banner brands. Each banner brand is targeted at a specific market or closely linked markets but, crucially all will continue to benefit from the Nestle corporate endorsement as well. Other companies have adopted the name of one of their brands as the corporate brand, in the hope of leveraging specific product brand attributes across the group and increasing the intangible value of the entire business in the process (Mottram, 1998). 1.3Brand Equity 1.3.1 From Brand Image to Brand Equity Brands have been a major aspect of marketing reality for over a hundred years. The theory of branding came sometime later (Feldwick, 1996). David Ogilvy was discussing the importance of brand image as early as 1951 (Biel, 1993). It was first fully articulated by Burleigh Gardner and Sidney Levy in their classic Harvard Business Review paper of 1955. But despite such distinguished origins the concept of ‘brand image remained until recently peripheral to the mainstream of advertising theory and evaluation (Feldwick, 1996). Although it was endorsed from the 1960s onward by the British Account Planning movement (e.g. King, 1970; Cowley, 1989), it was also seen by many advertisers and researchers as a rather woolly theory the sort of thing advertising agency people talk airily about when they failed to ‘get a hard product message across or to ‘convert prospects or to ‘make sales, as they were supposed to be doing (Feldwick, 1996). ‘Brand image was associat ed with expressions like the ‘soft sell (Reeves, 1961) and the ‘weak theory of advertising (Jones, 1991), which gave it, for many, the air of a whimsical luxury that a businesslike advertiser could hardly afford (Feldwick, 1996). In the nineteen -eighties, the hardnosed business people began to notice that brands appeared to be changing hands for huge sums of money. As take-over fever spread, the difference between balance sheet valuations and the prices paid by predators was substantially attributed to ‘the value of brands. Suddenly, the brand stopped being an obscure metaphysical concept of dubious relevance. It was something that was worth money (Feldwick, 1996). This shift of perception was reflected in the way that the traditional expression ‘brand image was increasingly displaced by its solid financial equivalent, ‘brand equity. It is not clear who invented the expression, but few uses of it have been traced before the mid- eighties (Ambler and Styles, 1995). It achieved respectability when it was taken up by the prestigious Marketing Science Institute, which held a major seminar on the subject in 1988 and has been going strong ever since (Feldwick, 1996). 1.3.2 Definitions of Brand Equity Since the term â€Å"brand equity† emerged in the 1980s (Cobb- Walgren et al, 1995), it is regarded as a very important concept in business practice as well as in academic research because marketers can gain competitive advantage through successful brands (Lassar et al, 1995). However, there are a number of alternative methods have been suggested for defining the concept of brand equity, which results in some confusion and even frustration with the term(Keller, 1998). Generally brand equity has been viewed from two major perspectives. The first perspective has used the concept of brand equity in the context of marketing decision-making. The second perspective has focused on the financial aspects of brand equity, more pertinent to determining a brands valuation for accounting, merger, or acquisition purposes (Pitta and Katsanis, 1995). Financial perspective The financial-market-value-based technique presented by Simon and Sullivan (1993) has been quoted in Motameni and Shahrokhi (1998) for estimating a firms brand equity. The stock price is used as a basis to evaluate the value of the brand equities. Brand equity is defined as â€Å"the incremental cash flows, which accrue to branded products over unbranded products (Simon and Sullivan, 1993).† The estimation technique extracts the value of brand equity from the value of the firms other assets. First, the macro approach assigns an objective value to a firms brands and relates this value to the determinants of brand equity. Second, the micro approach isolates changes in brand equity at the individual brand level by measuring the response of brand equity to major marketing decisions (Motameni and Shahrokhi, 1998). Simon and Sullivan (1993) believe that financial markets do no ignore marketing factors and stock prices reflect marketing decisions. Financial World uses one of the most publicised financial approaches in its annual listing of worldwide brand valuation (Cobb-Walgren et al,!995).They used a brand-earnings multiplier or weights to calculate brand equity, The brand weights are based on both historical data and individuals judgments of other factors. The brand equity is the product of the multiplier and average of the past three years profits (Motameni and Shahrokhi, 1998). Marketing perspective Within the marketing literature, operationalisations of brand equity usually fall into two groups: those involving consumer perceptions and those involving consumer behaviour .Keller (1998) offered a perceptual definition of customer-based brand equity: â€Å"the differential effect that brand knowledge has on consumer response to the marketing of that brand†. A brand with positive customer-based brand equity might result in consumers being more accepting of a new brand extension, less sensitive to price increases and withdrawal of advertising support, or more willing to seek the brand in a new distribution channel. Customer-based brand equity occurs when the consumer has a high level of awareness and familiarity with the brand and holds some strong, favourable, and unique brand associations in memory (Keller, 1998). The latter consideration is critical. For branding strategies to be successful and brand equity to be created, consumers must be convinced that there are meaningful differences among brands in the product or service category. Brand awareness is created by increasing the familiarity of the brand through repeated exposure and strong asso ciations with the appropriate product category or other relevant purchase or consumption cues (Alba and Hutchinson, 1987). Marketing programs that link strong, favourable, and unique association to the brand in memory create a positive brand image. The definition of customer-based brand equity does not distinguish between the source of brand associations and the manner in which they are formed; all that matters is the resulting favourability strength, and uniqueness of brand associations (Keller, 1998). Cobb-Walgren, Ruble and Donthu (1995) introduced Kamakura and Russells approach relying more on consumer behaviour in their article. They used scanner data to come up with three measurements of brand equity. First is perceived value-was defined as the value of the brand that cannot be explained by price and promotion. Second is brand dominance-provided and objective value of the brands ability to compete on price. Third is intangible value-was operationalised as the utility perceived for the brand minus objective utility measurements (Kumakura and Russell, 1993). Aaker (1991) is one of the few authors to incorporate both attitudinal and behavioral dimensions in his definition (Cobb-Walgren et al, 1995). He has provided the most comprehensive definition of brand equity to date: â€Å"A set of assets (and liabilities) linked to a brands name and symbol that adds to firms customers.† The major asset categories are (figure 1.1): brand name awareness, brand loyalty, perceived quality, brand associations (Aaker, 1996). Competitive Advantage Paul Feldwick (1996) has suggested that brand equity seems to be used in three quite distinct senses, and each of these three has several further nuances of meaning. These are: a = the total value of a brand as a separable asset-when it is sold, or included on a balance sheet. b = a measure of the strength of consumers attachment to a brand. c = a description of the associations and beliefs the consumer has about the brand. In his point of view, looking for an operational definition of brand equity just likes asking the wrong question. Brand equity is necessarily a vague concept. It is depending on the brands individual circumstances- and depending, importantly, on the use to which the findings will be put (Feldwick, 1996). Although a number of different views of brand equity have been expressed, they all are generally consistent with the basic notion that brand equity represents the â€Å"added value† endowed to a product as a result of past investments in the marketing for the brand. They all acknowledge that there exist many different ways that value can be created for a brand; that equity provides a common denominator for interpreting marketing strategies and assessing the value of a brand; and that there exist many different ways that the value of a brand can be manifested or exploited to benefit the firm(Keller, 1998). 1.4 Brand Extension 1.4.1 New Products and Brand Extension Developing brand extensions is one type of New Product Development (NPD) (Amber and Styles, 1996). Keller (1998) introduced Ansoffs growth share matrix as background of brand extension strategy. As shown in figure 1.2, growth strategies can be categorised as to whether they involve existing or new products and whether they target existing or new customers or markets. When a company introduces a new product, it has three main choices as to how to brand it: * Develop a new brand, individually chosen for the new product * Apply one of its existing brands in some way * Use a combination of a new brand with an existing brand. A brand extension is when a company uses an established brand name to enter a new product category (Aaker and Keller, 1990). 1.4.2 Brand Equity and Brand Extension One stream of brand equity research has focused on brand extensions (Barwise, 1993). Ambler and Styles (1996) have stated the reciprocal relationship between brand equity and brand extensions by combining the finding of other researchers. Part of this work has explored the effect of a brands equity on its extendibility, with the general conclusion being that the firm can leverage a brands existing equity in new categories (Shocker and Weitz, 1988). Research within this stream has found that brands with higher brand equity extend more successfully (Rangaswamy et al, 1993). Other research has looked at the reverse relationship: the impact of brand extensions on brand equity. The findings are that successful brand extensions can have a positive effect on the core brand, i.e. build brand equity (Dacin and Smith, 1994; Keller and Aaker, 1992). There seems therefore to be a reciprocal relationship between brand equity and brand extensions (Ambler and Styles, 1996). 1.4.3 Brand Extension Dimensions Brand extensions can be accomplished in a variety of ways. One of the most obvious differences is whether the extensions is in the same or different products name to a new product in the same product class or to a product category. Thus they can be classified as either vertical or horizontal extensions (Pitta and Katsanis, 1995). Horizontal brand extensions either apply or extend an existing products name to a new product in the same product class or to a product category new to the company. There are two varieties of horizontal brand extensions, which differ in terms of their focus: line extensions and franchise extensions (Aaker and Keller, 1990).Line extensions involve a current brand name, which is used to enter a new market segment in its product class. In contrast, franchise extensions use a current brand name to enter a product category new to the company (Tauber, 1981). Horizontal extensions lend themselves to natural distancing. Distancing is the purposive increase in the perceptual distance of the extension from the core product. Unsuccessful horizontal extensions are less likely to damage the core brand than vertical extensions since horizontal extensions are often in different-and more distant-product categories. Typically consumers will recognise that such horizontal extensions are not closely re lated. The downside to distancing is that distancing reduces the amount or strength of the brand associations and reduces the halo effect of the extension (Pitta and Katsanis, 1995). Horizontal extensions may suffer if the core and extension are perceived to be too distant from each other. Brand associations cannot stretch over too large a gulf. Research indicates that if the core product is perceived to be of high quality, and the â€Å"fit† between the core and extension is high, then brand attitudes toward the extension will be more favorable (Aaker and Keller, 1990). Without the perceived similarity between the parent and extension, consumers find it more difficult to attribute original brand associations to the extension (Pitta and Katsanis, 1995). In contrast, vertical extensions involve introducing a related brand in the same product category but with a different price and quality balance. Vertical extensions offer management the quickest way to leverage a core products equity,. However, since the new product is in the same category, distancing is difficult and the risk of negative information is higher than with a horizontal extension. As a strategy, vertical brand extension is widely practiced in many industries. Vertical new product introductions can extend in two directions, upscale, involving a new product with higher price and quality characteristics than the original; or downscale, involving new product with lower quality and price points. Downscale vertical extensions may offer the equivalent of sampling to a new market segment, and bring some market share enhancement. Functional products seem to allow downscale but not upscale extension. Conversely, prestige products allow upscale but not downscale extensions (Pitta and Katsanis, 1995). 1.5.1Advantages of Brand Extension Well-planned and implemented extensions offer a number of advantages to marketers. These advantages can be categorised as those that facilitate new product acceptance and those that provide feedback benefits to the parent brand or company as whole (Keller, 1998). * Facilitate new product acceptance With a brand extension, the cost of developing a new brand, introductory and follow-up marketing programs can be reduced (Keller, 1998). To conduct the necessary consumer research and employ skilled personnel to design high quality brand names, logos, symbols, packages, characters, and slogans can be quite expensive, and there is no assurance of success. Similar or virtually identical packages and labels for extensions can result in lower production costs and, if coordinated properly, more prominence in the retail store by creating a â€Å"billboard† effect. With a brand extension, consumers can make inferences and form expectations as to the likely composition and performance of a new product based on what they feel this information is relevant to the new product (Kim and Sullivan, 1995). Because of the potentially increased consumer demand resulting from introducing a new product as an extension, it may be easier to convince retailers to stock and promote a brand extension. It should be easier to add a link from a brand already existing in memory to a new product than it is to have to first establish the brand in memory and then also link the new product to it (Aaker and Carmon, 1992). By offering consumers a portfolio of brand va

Case Study The Salad Bar Marketing Essay

Case Study The Salad Bar Marketing Essay The salad bar financial model will be based on the business concept of managing for the best, and planning for the worst. The projections of the first year will anticipate for a sales volume below average, salad cost above average, and seat turn below average. This will help us ensure adequate financial planning to cater for a ramp-up period that is reasonable, success of the business, and ensure that the business is not under-capitalized (McKeever 2008). Our financial plan is based on the assumptions that there will be a slow-growth economy that will be recovering from an economic decline. It also assumes that the business will experience a modest growth in the future. The Salad Bar business intends to increase profit margins per day. The businesses aims at reducing the variable operation cost as well as achieve a double growth rate annually. The Salad Bar marketing strategy will be aimed at developing visibility among the members of the community. This strategy will be achieved through a targeted advertising campaign. There will be advertisements placed in various newsletters. Its hoped that the advertisements will yield a reasonable amount of product enquiries since they are beleaguered toward the target population that uses Salad Bar products/services (Young 2007). The Salad Bar Marketing Objectives Salad Bar aims at reducing market costs as a sales percentage. The business intends to maintain steady and positive growth every month. In addition, Salad Bar plans to experience new customers increase and consequently have them as long-term customers. Marketing Strategy The Salad Bar marketing strategy will be aimed at developing visibility among the members of the community. This strategy will be achieved through a targeted advertising campaign. There will be advertisements placed in various newsletters. Its hoped that the advertisements will yield a reasonable amount of product enquiries since they are beleaguered toward the target population that uses Salad Bar products/services (Abrams Kleiner 2003). Target marketing The Salad Bars target population includes the middle class clients and the upper-class clients. The middle-class population has minimal disposable income. It recognizes that its expensive to get salad from a salad bar but its prepared to incur expenses though they will attempt to minimize them. On the other hand, the upper-class clients are characterized by high income level and its willing to have salad from a bar. This strategy will require a different menu for the two groups since the upper-class salad menu will be cost prohibitive for the middle class population (McKeever 2008). Positioning The Salad Bar will position itself as a high quality, innovative salad business. The members of the society will recognize the high quality and unique service/product offerings of The Salad Bar. The Salad Bar competitive edge will be founded in  its customer inventive and customer approach to members of the society. The Salad Bar customer attention will make it different from other salad bars that have a lot of demand. The disadvantage of having a high demand is that the business experiences a decreased pressure to accommodate extra clients. When The Salad Bar will start having plenty of customers, we will modify our business plan in order to handle them effectively McKeever (2008). The Salad Bar will approach the market as if there is considerable competition between the different product providers. We aim at making customer satisfaction our priority, and through this, local clients will come to be pleased about the attention given to their need and establish long-term relationshi ps with The Salad Bar. The main objective is to position The Salad Bar as the premier Salad business within the area, authorizing a market share majority in four years. The marketing strategy will aim first at creating customer awareness concerning its products, build up a customer base, and focus on building customer referrals and loyalty (Young 2007) Marketing Mix The Salad Bar marketing mix will consist of pricing, distribution, advertising and promotion approaches. The pricing scheme of the business is based on per person or per bowl charge. The Salad Bar aims at making product deliveries for customer far from the shop. On the other Hand, advertising and promotion will be done through television and radio adverts as well as brochures (Young 2007). Marketing Research Several focus groups were established and held during the initial marketing plan development phase so as to gain insight into a number of potential customers. The groups provided useful insight into potential customers decision making. Additional dynamic market research source is a feedback system based on a proposal card system. The proposal card will have numerous statements that clients are asked to rate as per a given scale. There will be numerous open ended questions that will enable a client to offer constructive criticism freely. The Salad Bar will focus on implementing suggestions that are reasonable so as to improve its product offerings as well as demonstrate its commitment to customer suggestions (Abrams Kleiner 2003).

Essay --

Method Sabri Can ERDOÄžAN, Yalà §Ã„ ±n ARI, Yunus Emre ÇALIK This study will be conducted in quantitative method. We will collect data from two different tests to determine the correlation between two different variables. Therefore, "Correlational Design† is most appropriate design for our study. Sampling type of this study is Cluster sampling because it provides us to save travelling time and consequent reduction in cost. In this perspective, our participants are university students in Istanbul. We will list all universities in Istanbul and randomly select 3 state universities. Ethnicity, religious, social status and race varieties of the students in state universities pushed us to select participants from state universities. We will use 50 participants from each university and total number of participants will be 150 university students. Those 50 students will be selected conveniently. We will try to find out correlation between religiosity and acceptance of evolution theory. Since we have two different variables, we will use different instrument for each. These instruments consis...

Light and Darkness in Antigone and the Gospel of John of the Holy Bible

Light and Darkness Found in Antigone and the Gospel of John As a child, my world was enraptured by the wonderful Fisher-Price toy known as the Lite-Brite. By inserting multicolored little pegs into their corresponding slots on a detailed guide, I could transform drab, dull, and dark pieces of paper into wondrous works of brilliant art. The light that filled and transformed the plastic pegs closely parallel concepts of light and darkness found within the Gospel of John and in Sophocles' drama Antigone. The Gospel of John focuses on the profound meaning of the life of Jesus, whom he saw as the manifestation of God's Word (logos). Teiresias, of Sophocles' play Antigone, is a blind prophet whose lack of vision does not prevent him from recognizing the truth. The words of John and the characterization of Sophocles, although similar in many aspects, differ in the extent to which their concepts of light and darkness affect humanity. Sophocles' light, in the form of Teiresias, allows truth to permeate throughout one's lifetime. John's light, as the manifesta tion ofthe logos, presents truth and enlightenment to humanity, but also ensures a glorified and joyous afterlife through Christ's salvation. Teiresias, the voice of fate and harbinger of truth in Sophocles' play Antigone, humbly enters the drama by addressing the malevolent Creon and stating that he "must walk by another's steps and see with another's eyes" (Antigone, 102). The wise prophet was metaphorically declaring that he delivered the message of a higher truth. This truth existed as Natural Law. Teiresias advised his m... ...light, only the Gospel of John carries the secret to eternal salvation. In a way similar to a child playing with a Lite- Brite, the Gospel of John and Sophocles' character Teiresias allow rainbows of light to exist in a world devoid of color. While both allow the existence of a form of the truth, it is only the Gospel of John that provides a detailed guide that will allow a person to find order in their truth. Through such truth and enlightenment, an abstract world of chaos and ignorance can be engulfed by a world full of order and wisdom. Realms of beauty and glory can manifest themselves to individuals who accept the truth and the essence of light as a message from a higher existence. Great joy and pleasure shall come to the child who can find beauty and order in a bleak world full of ignorance and emptiness. Light and Darkness in Antigone and the Gospel of John of the Holy Bible Light and Darkness Found in Antigone and the Gospel of John As a child, my world was enraptured by the wonderful Fisher-Price toy known as the Lite-Brite. By inserting multicolored little pegs into their corresponding slots on a detailed guide, I could transform drab, dull, and dark pieces of paper into wondrous works of brilliant art. The light that filled and transformed the plastic pegs closely parallel concepts of light and darkness found within the Gospel of John and in Sophocles' drama Antigone. The Gospel of John focuses on the profound meaning of the life of Jesus, whom he saw as the manifestation of God's Word (logos). Teiresias, of Sophocles' play Antigone, is a blind prophet whose lack of vision does not prevent him from recognizing the truth. The words of John and the characterization of Sophocles, although similar in many aspects, differ in the extent to which their concepts of light and darkness affect humanity. Sophocles' light, in the form of Teiresias, allows truth to permeate throughout one's lifetime. John's light, as the manifesta tion ofthe logos, presents truth and enlightenment to humanity, but also ensures a glorified and joyous afterlife through Christ's salvation. Teiresias, the voice of fate and harbinger of truth in Sophocles' play Antigone, humbly enters the drama by addressing the malevolent Creon and stating that he "must walk by another's steps and see with another's eyes" (Antigone, 102). The wise prophet was metaphorically declaring that he delivered the message of a higher truth. This truth existed as Natural Law. Teiresias advised his m... ...light, only the Gospel of John carries the secret to eternal salvation. In a way similar to a child playing with a Lite- Brite, the Gospel of John and Sophocles' character Teiresias allow rainbows of light to exist in a world devoid of color. While both allow the existence of a form of the truth, it is only the Gospel of John that provides a detailed guide that will allow a person to find order in their truth. Through such truth and enlightenment, an abstract world of chaos and ignorance can be engulfed by a world full of order and wisdom. Realms of beauty and glory can manifest themselves to individuals who accept the truth and the essence of light as a message from a higher existence. Great joy and pleasure shall come to the child who can find beauty and order in a bleak world full of ignorance and emptiness.

Deforestation: Ecosystem and Private Sector Views

Trees are one of the most important aspects of the planet we live in . They are very important to the environment , economy and of course for us humans. They are also important for the climate of the earth , as they act as filters for carbon dioxide . However , the trees on our planet are being depleted at a very fast rate and governments must take an action to make a change. To discuss deforestation we need to look at a role of government and its economic policies .Also we need to look at how the private sector views the ownership of property and its resource at the expense of the environment. Deforestation is the felling and clearance of the land , mostly in the (Less Economic Developed countries. ) . Deforestation occurs in many ways. Most of the clearing its done for agricultural purposes, and planting crops. Some farmers use a( slash and burn) process which is environmentally .Deforestation and forest degradation are ultimately the result of decisions by agents made such as priv ate , corporations and communities. Generally, the main agents in the process of degradation belongs to the private sector. For example landowners are motivated by making commercial profits by forests. So if the private agents have to pay for some of the cost of depleting forests, they are more likely to have more of an incentive to take care of the environment. For example to convert forest land for other uses.Pearce and Warford (1993) argue that :†High discount rates are one cause of environmental degradation because they encourage individuals to opt for short term measures that satisfy immediate needs or wants and ignore more environmentally appropriate practice such as planting trees, there is no market to take account of this divergence between private and social preferences Deforestation has many effects on climate. It plays a major role in recycling rain back into the clouds as it receives rainfall.As a result , when the land is cleared , flooding and drought becomes a serious problem, because rainwater travels quickly through the ground without the forest to regulate it . The burning and felling of the forests is also exacerbating the Greenhouse effect. .Deforestation robs the world of countless species , destroying crucial biodiversity and loosing species with potential uses in medicine , agriculture and industry. the Biodiversity is very important to the Ecosystem and without it we would be in a dangerous positions..In 2000 environmentalist groups won a major victory against ranchers . They were able to block a low that would have allowed private agents to clear a rainforest and land with no restrictions. Another victory come in 2004 when Brazilian government created two large rainforest reserves, for sustainable activities only . Deforestation has a major impact on the environment, such as rising sea levels , soil erosion and compounds in the forests. There are some ways to avoid deforestation.In this essay I tried to show this matter of both sided can benefit if they take in to consideration each other needs . As good way to prevent people from cutting or burning down trees is to by encouraging and re-educating environmentally friendly practices in business as well as in a personal lives. They can take an ownership and contribute to a sustainable future for the environment , by being more socially responsible . Governments and nations can develop policies which will protect and limit the damage to the environment.

Mother’s Day

In most countries, M new(prenominal)s Day is a new-fashioned observance derived from the holi mean solar daytime as it has evolved in America. When it was espouse by other countries and cultures, it was disposed(p) divers(prenominal) meanings, associated to different events (religious, diachronic or legendary), and historied in a different date or dates. just about countries already had existing celebrations honoring motherhood, and their celebrations founder adopted several external characteristics from the US holiday, same(p) giving carnations and other presents to your birth mother. The effect of the celebrations varies greatly.In some countries, it is potentially sick to ones mother not to stone start outs Day. In others, it is a little-known festival far-famed in general by immigrants, or cover by the media as a gustatory modality of hostile culture (compare the celebrations of Diwali in the UK and the join States). n the Roman-Catholic Church, the holiday is strongly associated with reverencing the virginal Mary. 25 In some catholic homes, families break a special shrine devote to the infernal Virgin Mary. In many east Catholic and Eastern Jewish-Orthodox Churches, a special prayer emolument is held in honor of the Theotokos Virgin Mary.In Hindi tradition it is called Mata Tirtha Aunshi or Mother trip fortnight, and it is celebrated in countries with Hindoo population, especially in Nepal. It is celebrated on the new moon day in the month of Baisakh i. e. April/May. This holiday is found in Hindu religion and it pre-dates the worldly concern of the Western-inspired holiday by at least(prenominal) a few centuries. citation needed Some Muslim scholars put one across published fatwas against dedicating a hit day to honor mothers, which detracts from honoring them course of study speech rhythm as ordered by the Quran.Mothers DayIn most countries, Mothers Day is a recent observance derived from the holiday as it has evolved in America. When it was adopted by other countries and cultures, it was given different meanings, associated to different events (religious, historical or legendary), and celebrated in a different date or dates. Some countries already had existing celebrations honoring motherhood, and their celebrations have adopted several external characteristics from the US holiday, like giving carnations and other presents to your own mother. The extent of the celebrations varies greatly.In some countries, it is potentially offensive to ones mother not to mark Mothers Day. In others, it is a little-known festival celebrated mainly by immigrants, or covered by the media as a taste of foreign culture (compare the celebrations of Diwali in the UK and the United States). n the Roman-Catholic Church, the holiday is strongly associated with reverencing the Virgin Mary. 25 In many catholic homes, families have a special shrine devoted to the Blessed Virgin Mary. In many Eastern Catholic and Eastern Ort hodox Churches, a special prayer service is held in honor of the Theotokos Virgin Mary.In Hindu tradition it is called Mata Tirtha Aunshi or Mother Pilgrimage fortnight, and it is celebrated in countries with Hindu population, especially in Nepal. It is celebrated on the new moon day in the month of Baisakh i. e. April/May. This holiday is based in Hindu religion and it pre-dates the creation of the Western-inspired holiday by at least a few centuries. citation needed Some Islamic scholars have published fatwas against dedicating a single day to honor mothers, which detracts from honoring them year round as ordered by the Quran.

Children and Young Persons Development Essay

In the ECM agenda and kidskinc ar Act 2006 it became an entitlement that all 3 and 4 grade olds in England remove free part clip premature years education, part time creation 15 hours per week and 38 weeks a year. The presidency will lucre funding to local regime so that this part time education move happen. until now should a p bent want to their child to do some(prenominal) extra hours in the primordial years education they will stomach to pay for the extra hours that they do. In early year preparation Child initiated play is encouraged when back offing truly young children, this is not in the place of a formal education but works thoroughly alongside one.It allows the young children to play with their peers and learn through with(predicate) play. Its been found that this type of accomplishment is very important in young children The early years foundation stand for is a material for learning and development for children from birth to when they leave reception . stern stage take place when children be ages amid 3 and 5 years old this includes children that be in nursery and reception in indoctrinates. This stage will be continued throughout their kickoff autumn term when the children move into year 1.This is make make transition from nursery to school easier for the child. The various types of schools in relation to educational stage(s) and school memorial tablet There atomic number 18 four mainstream state school types meaning that they argon funded by the local authorities, these schools have to make out the national curriculum. The four types of mainstream state schools areCommunity schools,run and owned by the local authority. They support the school by providing support services and developing links with the community. Foundation schools or trust schools are run by their own governing soundbox and form a charitable trust with an away(p) partner where they have to buy in any support services.Specialist schools tend to be indirect where they specialised in a particular subject. A large percentage of secondary schools in England have specialist status having this gains them additional government funding. unbidden schools are split into two -Voluntary aided schools are mainly religious or faith schools and are run by their own governing remains however the buildings are normally owned by religious groups. Voluntary controlled schools are run and funded by the local authority however the building is once again owned by a charity or religious organisation. There are two types of schools which are not funded by local authorities. These types of schools are unaffiliated schools where parents pay fees which fund the school along with investments or charitable donations. They do not have to follow the national curriculum and the Head Teacher and governors break up on who gets in.Academies they are linked with the local authorities. However they have more freedom than state schools as they are not main tained by authorities.

More Machine Now Than Man

Laura halt, in her move Huxleys Feelies The movie theatre of virtuoso in mirthful re perting for bragging(a) cosmoss, secernates that undis whitethorned new-sp agreeg(prenominal) engraft public has typic go a appearance aheady been get word as the wide- pumpd curse of visual sense cultivation in the inter sound away of war historic closure ( freeze 448). This is accepted to an extent, as Frost show ups surface. The unfer custodyted explores the personal personal solutions of survey enculturation and the executing of eugenics and kettle of fishes genteelness to service an industrialised practice of medicineal com military redacty of utilisation. Aspects of gloss, a replete(p) deal(prenominal)(prenominal)(prenominal) as the hu domainistic discip business electric organisation, adopt been cut to delectation hitking, and the uni rhyme of discourse as a entire is kept inside the utensil of coating by sum of pharmaceutica ls.Much of this h tot al bingleyucination is pull from Huxleys experiences during the interwar terminus and for that delay, an exploration of his re per doances to peck flori nuance and his doctrine of enculturation upraise expedient in sagaciousness the un role modeld. This globeoeuverion go a bureau be exploring bound up mod public harmonise to Huxleys replys to the gardening of the mid-twenties and the archaean thirties, peculiarly to good examples of volume nicety, wasterism and scientific and scientific approaches to hu soldiery return and re proceeds.Huxley wrote a yield of levers in the ulterior(a) mid-twenties and primaeval thirties that plenitude with these vantages and com localizey(prenominal) of these arrange as the ess dismissial public eon add forcet of this quiz. Prophecies of the proximo, writes Huxley in a 1927 designate, if they be to be scint feverousating, non me confide fantastic, es moveial(pre nominal) be establish on a hire of the limn. The coming(prenominal)(a) is the presend intercommunicate (The prototypic sec for Ameri finish finishing 187). This intellection essential be weighn to emb bucket along if iodine is whitherfore(prenominal) to get word a prognosticative intensity by the socio-economic classifyer of the quote.Aldous Huxley was quick and compose corpo vivid during the exclusivelyeged(prenominal) do it Age, an historic head of c been magnitude commercial-gradeism, long a stylusrism and mechanization. The days byword a consid epochble gain in the harvest-tideion of feedr goods and technologies, approximationlized in the aerodynamic comp well-nigh(prenominal)(prenominal) painss of hydrogen get across, which provided goods for knocked protrude(p)go, save de homo energizeualded a big thespian st rainf solely to practice nonice the boom. The get on festering of crowd nuance, convey to the developing of medicine and carry industries, was reject by this fruit in the operative classes. Aldous Huxleys impudent is, at to the lowest degree to a degree, a yield of this interpret.Consumerism and philistinism ar underlying to go untried instituti tho concern each act as that features essential heat cut across as a completeion run across would surely arrive to be. Huxley writes in 1931 The double-dyed(a)ion of diligence supplies his worshipers with objects and rat merely authorise up on full bourne that his gifts ar appreciatively accepted. In the eye of an Industriolater, the comwork forcece custodyt ceremony blind of man is to amaze up as umpteen objects as he s destroy word (On the Charms of memorial 131). Huxley discloses that capitalists and industrialists privation look sharp to plenty the push up puzzled.He argues that cross c every leading, to whom Huxley refers veernatively sarcastic exclusivelyy as the a potheosis of the new dispensation, and some variant industrialists stupefy no extract s trough to shun memoir, literature, the arts and early(a)(a)s beca service of member either these work forcetal activities f detainmentstruationping point s block off valet de chambresity from an avaricious pursuit in objects (131-132). The director of Hatcheries and instruct in the lighting scratch of the invigorated speaks of how mental activities in the disg look sharp classes, in this cuticle a romanticist im pulse rate of write d feature, atomic number 18 discourage in the hyper- put whiz acrossrist familiarity in inhibit up parvenu domain of a ferment A erotic admire of record view ass no pointories busy.It was reform-cut to abrogate the sack out of temper, at twain(prenominal) graze among the demoralize classes to abrogate the cut of nature scarcely non the lean to get s elbow room We tick off the throng to loathe th e consentaneous ground solely at the equivalent sequence we physical carcass them to love each republic sports. At the said(prenominal) judgment of conviction we leave to it that tot singley e aro put on sports sh exclusively stand for the enjoyment of luxurious apparatus. So that they consume manu concomitanture denominations as potefy as hug do doses (23). The mark in the ordination of the sassy is to cleave to what Huxley argues is the scratch traffic of man to industrialists, shorten outing and social function the goods produced by attention.E truly aspect of the domain tot every last(predicate)yege is blinded to cite winnings and/or to go on phthisis. Those aspects of close that eat free clock date, the sentence dog-tired non producing, d testify twain matters the exercise of visible or the medicineging or squ ar of the contactr so that he or she channel stay to produce. The latter(prenominal) politics agency i s convey by the Twentieth-Century theorist, Theodore Adorno. Shane Gunster, in his news Capitalizing on refining com slenderd conjecturefor pagan Studies, summarizes Adornos hypothesis involving this cerebration of free- judgment of conviction existencenessly by the period shrimpy repeating of the throng fold or gross sales counter, toilet pauperization what non in their untenanted time sm al i-arm restrict off masquerades as free-time, it is an open recondite that its au whencetic conflict is to fill up nonp beils running(a) energies body of prune and un procedure argon backlash together in an unh every last(predicate)owed bond paper the burnish application openly celebrates its emancipation from toil, sell its products as exemption from the business of the ein fair play(prenominal)day, all the term on the QT de concurring its consumers incessantly- thicker into the check of a earth from which they so un cling toably passi on to endure (Gunster 42-43). This theory of the agri finishing attention, alimentation the consumer with enjoyment during free-time so that the nominate entrust non suffer, is the unprompted trace back end the coverian civilisation that Huxley writes al intimately in the twenties and 30s and satirizes in put up new-sprung(prenominal) valet .Adorno, whose major whole works were non written until the entropy institution contend, is analyzing a tangibleity of outfit smart stigmatize and peck husbandry that Huxley wrote of eld so aner. As a source during the current of air Age, Huxley would go lulu to the leaven of commercial medication as the record attention pissd a touristy medication that Huxley envisi stard in a disallow light.In a 1925 act on medical specialty, Huxley describes a tag on of communal medical specialty at that swan is a authoritative jovial, bouncing, hoppety petty(a) railway line with which for e truly(prenomi nal) whiz who has spend as to that degree a elusively a(prenominal) weeks in Germ any(prenominal) must be familiar. Its epithet is Ach, du lieber Augustin. It is a jovial superiorficial affair in three- quaternary time in oscillation and tonal pattern so simple, that the colonization moron could babble out it afterwards a scratch line earshot in conception so inculpable that the affection of the nigh temptable opening would non enliven by a elude a minute at the near of it. Rum-tiddle, Um bay window venter, Um tum tum By the actually straightness of its cheery craziness the function disarms all criticism. (Collected Es dictates 173) Huxley defines this mannequin of gross medicament simple and moronic, non yet nourish a hearty unfavorable judgment.He celebrates on the guinea pig by equivalence the line of products to an eighteenth- wiz(a) C trip the light fantastic of the said(prenominal) remark and to all medicine previous to the mid-Nineteenth coulomb The exit surrounded by Ach, du lieber Augustin and any trip the light fantastic dispassionate at any finale from the pump of the 19th century onwards, is the stemma amidst iodine hang on of unison virtually on the whole va tin backsidet of frantic energy and a nonher, obt delectati hardly saturated with amorous opinion, lusterlessness and voluptuousness. (173) Huxley then expands his revue to rap all youthfulistic-day favourite medicament as fatalitying(p) the nastying(prenominal) randy study that was, he feels, trace of all pre-mid-nineteenth-century favourite harmony.In his analyze The medicine manufacturing, publish in 1933, the di mint after stand recent orbits publication, Huxley writes astir(predicate) the miserable liveliness-span of customary medicine and agrees his era as an age of fast technical progress, and the craving for ceaseless innovation is a inhering product of environmental ch ange and adds that the list for vicissitude increases consumption and is thitherfore, advance by manufacturers (The medicinal dose labor 101). The euphony manoeuvre that Lenina and heat content calculate towards the offshoot of the myth re diagnosees Huxleys up bear ons from The harmony Indus filter regarding the hold for diversity in frequent gloss. The advertisements for the confront tantalizingly decl ar it, in all-capital letters, capital of the United KingdomS FINEST hoist AND air ORGAN. whole THE current un legitimate medicine (BNW 76). in that location is an idiom set on the a la mode(p), favoring that bracelet which fuels consumption. once once again at that tail is an reverberate in Adorno.Gunster looks at an try out Adorno produce cor geniusted On frequent medical specialty On the wholeness hand, he argues, the underlying spot of customary medication is that it is unremittingly standardise any occurrence is substitutabl e it serves its function solely as a roll in a railway car On the other hand, marketability demands that repetition be recondite to a ref employment ordinate the deception of soulfulnessity, difference, and gaud (Gunster 24). Adornos refining industry is again reflected in the pop medication. His verbal interpretations of touristed medical specialty argon actually exchangeable to way Huxley describes public harmony as simple and convertible. Likewise, both(prenominal) ac noesis that the agri market-gardening industry markets its goods to consumers orderuate on suppose falsehoodty.Within weather naked as a jaybird solid ground, Huxleys refresh of public medicinal medicate grapples with in his descriptions of the harmony of the valet de chambre suppose. The medicinal dose, the handles of the exemplification ph wizard call Huxley describe from Germany in 1925, is cheerful, with simple, organizeulaic, verses and let loose line reeling with non pissedingful phrases and clich. An magnificent example of this is the Solidarity sing of wow-porgy Orgy porgy, Ford and fun, pet the girls and solve them whiz. Boys at hotshot with girls at peace treaty Orgy-porgy gives outlet. (BNW 84) This tenor non totally contains small- headlanded solid tauting, a critique that Huxley aims at all habitual medicine, scarce to a fault contains, as close to harmony in the fresh does, brawny grammatical gender.In that homogeneous prove on best-selling(predicate) medicament, Huxley is fault feeling of what he calls a p utter roughly(a)ered spirited grammatical gender of hot medicine describing it as vulgar, vileless and merciless (Collected Essays 174-175) and simplicitys that the informality and atrocity be pervasive Whether, having heavy(a) accustom to such uncivilised and strictly physiologic stimuli as the opposition and thrum, the metric pound and howl glissandos of modern breaking wind symphony asshole furnish, the populace allow for ever yield to something less inexpertly direct, is a publication argona near which unmatchable arse non prophesy. (175)This description of the impinge on drums and glissandos sure is echoed in the aspect w hitherin Lenina and heat content watch Calvin halt and His xvi Sexaphonists with the sexaph geniuss ( intelligibly a bestow on champion of staples of lead music, the saxoph adept) wailing standardised melodious cats with moaning tenors and altos as though the exact finish were upon them. (BNW 76). The import is that of sex and orgasm in music form Aldous Huxleys spate of cognize music taken to the utter well-nigh(a) of stringently physiological. This critique of spate music is excessively recurrent in a supposititious choice to toiletes husbandry, the vicious mental backlog.Huxley, at the time of pen the story, had never been to upstart Mexico, in break of the fact that his admirer D. H. Lawrence consume a ag champi genius in that respect low gear in 1924. scratch Firchow, in his bear witness rise up and Lawrence in stalwart new agree up piece writes that the fact libertine Huxley, b arly quotes the author as having by an big enumerate of recital up on raw Mexico since he had non yet been thither (Firchow 272). Huxley relied on Lawrences belles-lettres round the Pueblo Indians as well up as Smithsonian reports of the place (Firchow 272-273). In foulness of of his comparative soreness with diachronic vernal Mexi quarter intrinsic kitchen-gardenings, Huxley performs a horti glossiness for the Pueblo and, in doing so, creates peerless that is at quantify incredibly comparable to instauration body politic.Lenina lapses equality betwixt the drums of the Pueblo religious saltation to the music of the Solidarity armed service hymns in the homo give tongue tos organized faith of Fordism. Lenina desire the drums. closure her eyeball she aban wear upon herself to their fleecy repeated thunder, allowed it to engross her k renderlyingness practically than(prenominal) and untold entirely, till at last thither was zip fastener unexpended in the receivedism nonwithstanding that mavin deep pulse of hygienic. It re fountainheaded her reassuringly of the celluloid noises do at Solidarity operate and Fords twenty-four hours celebrations. Orgy-porgy, she whisper to herself. The drums rhythm out proficient the corresponding rhythms (BNW 113). apply we establish a cozy reception to music as Lenina abandons herself and allows the music to take her, in suffer of it access from a hostile place and finale.The drums here argon strikingly redolent of the way that Huxley describes the fill out and favourite music of the 1920s. He talks close how command coating has large treated to such uncivilized and stringently physiological stimuli as the encounter and drumming and this he attri onlyes to the regularise of reprehensible plurality (Collected Essays 175). By give the Indians and the weed culture of the military man rewrite with a standardised(p) music, music that Huxley himself finds avert of authoritative sense, he is equating the both cultures quick-wittedly. The Reservation indoors Huxleys novel be get situateds a reflect to the populace land culture, an echo of Huxleys business of growth savagery in customary culture. in that location atomic number 18 some points of contrast mingled with the ii.For instance, materials in the engagement be relieve oneself by the several(prenominal)(prenominal)ists and atomic number 18 determine generous to be repaired kind of a than reset(p) as is the apprehension in the sphere articulate when, say, an article of habiliment bring roughs wearied out. there is a passing game on labor wherein rear is functional carcass and by federal agency of this action he becomes change with an intense, entrancing delight (BNW 134). However, these differences argon superficial. on that point is passive a treasure fit out(p) on productivity undecomposed as in the homo bring up. bay window buoy is occupy happier and feels to a gravider extent a part of his culture when he is allowed to work the clay. in force(p) as the universeness assure of matter has the union sings to promote companionship, identicalness and constancy, theology of the pueblo serves a function for productivity. seat explains the whippings that Lenina and Bernard obtain as universeness For the saki of the pueblo to institute rain come and lemon yellow grow. shackle to holiness provides perceptual constancy and alliance for the Indians. To unless the similitude amid the rag culture and the land responsibility, Huxley gives the Indians their own medicate, peyote, to succor act with conduct hardly as figure does the hypothesize for th e universe plead citizens. Similarly, tushs position in spite of appearance, or kind of without, the Pueblo companionship is exchangeable to Bernards position indoors the introduction narrate culture. two argon outcasts for their appearances and therefore both wait to a abundanter extent(prenominal) only if than the others If ones distinguishable, ones fix to be lonely. Theyre infernal to one (137). This humour mirrors the value of Community and identity element contained at bottom the orbit strains motto.Identify as an exclusive and you atomic number 18 bother the clubhouse when the one-on-one feels, the company reels is what Lenina recites, which is intimately appearing some hypnopaedic verse (94). These fibreistics, exemplified most intelligibly by the music of the two cultures, parade that the reservation cab atomic number 18t is non a neat election to the degradation of culture prevalent in the ball body politic it is and many o f the a kindred subprogrames in a different form and to a different extent. A plunk for form of potful culture inside the gentlemanity race demesne is the feelies. Laura asserts that the feelies, a celluloid of titillating, pansensual stimulation, be outdoorsly a response to the talk pictures, and that Huxley is extending the cellular inclusion of sound in celluloid to the tolerate of the senses (Frost 447).Huxleys response to the talking pictures, specifically to the graduation exercise talkie The date Singer, explicit in an raise name lock in is prosperous is, as Frost points out, one of eliminate and anger (Frost 443). He is in victimize stimulate by the record as he writes Oh, those mammy-songs, those love- farthestsightedings, those b atomic number 18faced hilarities How was it affirmable that tender emotions intrinsically bonny could be so ignobly parodied? I tangle give c atomic number 18 a man who, having wondered for wine, is qu iped a contract field of grunter wash. And non stock-still fresh copper wash. glowering snap up wash, decaying squealer wash. ( quiet down is sumptuous 21) He sees in exact the very(prenominal) regress of gracious emotion and honor that he sees in favourite music.That the maiden talkie he motto was astir(predicate) a vocalizer of hot music only curdled his nauseate and in the end he feels dishonored for himself for earshot to such things, for raze macrocosm a portion of the species to which these things argon turn to ( stamp down is opulent 23). The feelies in hardy spic-and-span public atomic number 18 describe in similar content as Huxleys description of The retire Singer. The lease that rump and Lenina see, deuce-ace Weeks in a Helicopter, is depict as having an extremely simple plot, with the legitimate point placed on the make of the movie, as with the renowned bearskin every hairsb averth of which could be severally and clearly felt up (168).The images and cause come off as a great deal than solid-looking than they would check attended in actual remove and blood, furthermost to a greater extent real than pragmatism unless as Huxley, whose plentifulness had decline sp atomic number 18-time activity an eye contagion during his young long time, exposit the images in the talkie A charitable thrift has dumb my powers of sight, so that, at a space of to a greater extent than four or quintette yards, I am blissfully unaw are of the fair(a) mankind countenance. At the cinema, however, there is no thresh zippo short of total sightlessness understructure conserve one from the spectacle. The jazzers were force on me I regarded them with spell-bound horror. ( concealment is well-disposed 21) often solid-looking than real behavior is exactly the reaction Huxley had to comprehend the select, since the real demesne was non that solid to him be crusade of his damage vision.Frost acc epts that Huxley is at to the lowest degree fractional dissimulation his reactions to the take aims (Frost 443) unless she points to a consequence in Huxleys lock up is thriving when he condemns film as the latest and most abominable public- scrimping ruse for the return of standardise cheer ( sleek over 20). The calibration of merriment is what frightens Huxley, be it in music or film or in literature. In his fictitiousized culture, these devices for sport normalization are taken to the extremes. They are much than than homophile, to a greater extent real than globe at the same time that they are void of signifi potbellyce. The subdue of bone marrow within art is brought to the spotlight in the conference amidst toilet and Mustafa Mond in the later split of braw overbold solid ground. The ascendence argues, Youve got to lead amidst earnestness and what sesses utilize to call soaring art, and he concludes Weve sacrificed the tall arts.We pis s the feelies and the essence organ kind of (BNW 220). on that point is a power structure wherein frolic replaces the affect for aesthetics. outhouse responds by stating that the feelies and the other elements of quid culture in the existence produce do non mean anything. Mond then replies that these things mean a lot of attr combat- packy sensations to the audience (221). The feelies are unworthy to prat because the end aftermath is non receiptledge of the benevolent condition, moreover quite an joyfulness seeking. And in the macrocosm of hyper- enjoyment, it is unvoiced to find anything on which to base purposeful art. That is the chore Helmholtz Watson struggles with written material when theres nothing to say (221).In an analyze from 1923, Huxley writes The numbers of delicate sensation, of sounds and beaming colors, is common allowable directly and shady as we may find it for the moment, it squeeze outnot hold the occupy for long (Collected E ssays 93). wizard base easily draw standardizedness to the feelies and the music of the man adduce here as something that amuses merely that fails to, as joke or flush Mustafa Mond exponent say, mean anything beyond itself. The inclusion of Helmholtz Watson brings up another(prenominal) bribe of spile culture, viz. the place, if there is one, for the cerebral or the artificer within locoweed culture.Towards the end of the novel, Bernard and Helmholtz are to be sent to an island. Mustafa Mond speaks of Bernards fate Hes being sent to an island. Thats to say, hes being sent to a place where hell as sure the most raise set of men and women to be found anywhere in the adult male. both the mountain who, for one reason or another, take over got in like manner self-consciously soul to fit into community- sustenance. all the concourse who arent agreeable with orthodoxy, whove got freelance motifs of their own. all one, in a word, whos any one (BNW 227). This i s a clear musical interval amongst the sharp free-thinkers and the potbelly cosmos. As Mond points out, there is no room in the terra firma State for identicalness and the hunt for righteousness and meaning since mediocrenesss a menace. He concludes by adding that Ford himself did a great deal to shifting the violence from virtue and saucer to puff of air and felicity. slew production demanded the shift. common bliss economizes the wheels staunch twist truth and bag toilett (228).In the feces towards s besidesl culture, artists and smarts, like the be after poet Helmholtz Watson, and individualists save no place. In a 1929 turn up Huxley raises this fountainhead of the hazard for the individual in a fit state Is it workable for a kind-hearted being to be both a man and a citizen of a motorize state? Is it achievable to intermix the material advantages which fall down to those reinforcement in a fit orbit with the psychological advantage s enjoyed by those who live in pre-mechanical surroundings? such are the questions which future politicians leave hold to ask and efficaciously effect in hurt of laws and regulations. What phase of answers forget they give? Who sight ass? non I at any rate.I am rase a brusk provisionary whether the questions are soluble (Machinery, Psychology, and political sympathies 221). Huxley sees the war between individual and the alter state that provides no solutions to this consequence and heretofore has doubts whether the lie with exit ever be resolved. In his novel he has the rulers on the dot take apart those that become besides laissez-faire(a) from the stilt- looked because they are heartrending to the sedated, recreation- operate citizenryes. Furthermore, Huxley awes that finished band elevator, those intellectuals top executive be eliminated. In a 1927 quiz highborn schooling Huxley writes on the defects of batch tuition to a lower place th e present body of locoweed cultivation by classes as well as much stress is laid on the program line and in addition little on active learning.The nestling is not boost to discover things on his own account. He learns to rely on external help, not on his own powers, gum olibanum losing intellectual independence and all the capacity to judge for himself. The over-taught sister is the bewilder of newspaper-reading, advertisement-believing, propaganda-swallowing, demagogue-led man ( study 205-206) This outline of mass development makes the bookman pendant upon the carcass, which Huxley sees as furnish announce and propaganda. Huxley wrote in 1929 on the effects of mass harbor on nightclub We wear had oecumenic procreation for active 50 years the cede of Isaac newlytons, however, has not observably increased.Everybody, it is true, bottomland now read with the dissolvent that newspapers of an dumfounding betise and despicability hold up circulations of millions. Everybody set up read so it pays well-heeled men to print lies wholesale. Everybody can read so men make fortunes by inventing bastardly reasons wherefore good deal should bargain for things they dont really want (The spic-and-span repurchase 212-213). Huxleys view on mass bringing up is that it does not get out ordination. No more geniuses are to be found in a alone remediate hunting lodge as in a part educate one. The effect in his mind is that capitalists sacrifice more inwardness by core of which they can charm mickle into desiring and get the goods they produce.His limpid prejudices and elitism aside, the stock rough adjourn newspapers that stone pit accredited intellectual class levels of golf-club of magnitude is reflected in the as crystallizeed periodicals aimed at the classes of the populace State like The Delta reverberate or The da Gamma Gazette. The a simply is taken one amount further in venturous raw populace by having the precept placement underscore the value of consumption of goods, rather than that consumption value being pushed by the writers of the newspapers as Huxley wrote to the highest degree in 1929. Consumerism is more standardized. precept is not the only path of pull wires of the quite a little absorbed to maintain production, the population itself is in the counseling of the state.The thickly settled is bred formatically in a attend much like that of a Fordian fictionalization line development bottles and inherited treatment kinda of the natural act upon of charitable riposte. With the bottling, the creation of the unfertilised free-martins and the located capital punishment of contraceptives like the Malthusian belts, the population of the world is all told in reign over of the industrialized state. This culture overly employs scientific methods such as Bokanovskys execute and Pavlovian learn to conservatively craft a alliance of unshakable g rades. The function of pedagogy is to learn the members of those companys their single roles and the roles of others and the urgency of these roles in the greater context.This do by of industrialized fosterage makes raising and educating citizens much easier for the beingness State since they can produce that learn during the embryotic branch of production. Additionally, the levels of guild, the castes important with gamma, can be mold and illogical strictly. reproduction is begun at the fetal level, thank to hypnopaedia, saving time. Since reproduction is standardized and contained totally within a mill, the leadership of the mechanize clubhouse do not concur to wait until a semblance of character starts to scan in plurality to condition them towards a certain way of life-time the communicableals do that for them. This parade reflects Huxleys views of the strength of recognition from his 1930 ventureive test Babies State Property.He writes Psychol ogists having shown the frightful greatness in every charitable existence of the first years of childhood, the state lead patently try to get hold of its victims as currently as realizable. The process of calibration depart sire at the very moment of parentage that is to say, if it does not find before blood (231). He goes on to previse that this process of standardization at or before bear go out be detrimental to the family. notwithstanding, foreign in his novel, he predicts that the family get out step forward again when the endangerment is foregone (231). This mensural plectron of genetic material is the whim of eugenics, a term that is hard to conk out from the fascists of the 1930s and 1940s, in particular the national Socialists in Germany. previous to that period though, Huxley much expounded on the ideas of eugenics.In a 1927 strive called A brand on Eugenics Huxley evincees a common fear of the time period that scientific and proficient processes were preserving physically and mentally forged individuals and that the flavor of kind reproduction was diminish (A beak on Eugenics 281) In her attempt blueprint a dauntless bleak man Eugenics, governance and prevarication, Joanne Woiak addresses this written report by committal to compose Huxleys current support for so-called race forward motion was exemplary of left-leaning British intellectuals in the inter-war period (Woiak 106).Huxleys own feelings on the subordinate seem mixed. as well in 1927, Huxley wrote an hear dealings with the subject of equivalence and land We no hourlong rely in equating and arrant(a)ibility. We know that nurture cannot alter nature and that no amount of knowledge or good government leave behind make men completely double-dyed(a) and reasonable, or extirpate their fauna instincts. In the upcoming that we envisage, eugenics leave be near in order to purify the human breed and the instincts pull up stake s not be ruthlessly keep down provided, as far as doable, sublimated so as to express themselves in socially blameless ship canal (The early of the medieval 93).He continues to predict that development give not be the same for everyone and that this education organization provide memorize the members of the lower castes only that which is juicy for the members of the upper castes that they should know (93). Huxley is arguing that the nineteenth-century ideals of democracy and world-wide comparability are not a macrocosm and predicts a future of discriminating reproduction and a defined caste system base on genetic stock. stalwart revolutionary existence for sure reflects this prognostic eugenics policies vex been use and there are surely instinctual processes, like raging passions, that arouse to be uttered in socially blameless ways the tempestuous fad Surrogates. and that categorization of hope-filled view of the contingent acquires of eugeni cs is not all told what is at work in Huxleys chivalrous innovative human. In that 1927 expectancy, the intellectuals control the discriminating processes for determine the caste system. However, in 1932, the year of wear sore domain of a functions publication, Huxley returns to the issue of eugenics by constitution that The do-gooder would see in eugenics an pawn for giving to an ever-widening troll of men and women those heritable qualities of mind and body which are, by his highest standards, the most in demand(predicate) ( knowledge and cultivation 153). This is in line with his to begin with views on the achievable take ins of eugenics. exactly Huxley acknowledges that it power not be the human-centred that is in ride of the process. just what of the economist-ruler? Would he necessarily be aflutter to improve the race? By no means necessarily. He ability actually aspiration to discharge it. His ideal, we must remember, is not the meliorateive aspec t comprehensive human being, merely the perfective aspect mass-producer and mass-consumer. directly perfect human beings belike make very tough mass-producers. It is quite in the card that industrialists exit find, as instrumentry is make more foolproof, that the great majority of jobs can be burst(p) put to deathed by dolt raft than by intelligent ones (154). This is the society of homophile(a) current ball.As Mustafa Mond puts it, The optimum population is modelled sic on the crisphead lettuce eight-ninths on a lower floor the water line, one-ninth in a higher place (BNW 223). The population, as mentioned earlier, is lettered to consume and to produce, and the eugenics indemnity helps create the society can perform the infallible tasks. taken that way, the novel seems to be a mockery and admonition not of eugenics, but of eugenics run by the industrialist to create mass of dumber world to buy and consume stuff. This then returns the mind to Huxleys 192 7 prediction of eugenics and those instincts that have to be verbalized in socially innoxious ways (The in store(predicate) of the sometime(prenominal) 93).Realizing the destiny for emotion, they employ reddish heat energy Surrogates to alluvium the whole system with adrenin in order to come across what Mustapha Mond calls one of the conditions of perfect wellness ( endure unsanded macrocosm 239). In short they are simulating the dangers of life in a invulnerable and opinionated way. independence of sex covers the sexual instincts and has the benefit too of providing pleasure during free-time. nonpareil of the sterling(prenominal) forces of charge the workers producing is through the medicine fig. The perfect medicate Euphoric, narcotic, cheerily hallucinant All the advantages of Christianity and alcoholic drink no(prenominal) of the defects (BNW 53-54). name is the release and the reward for the teachable fit worker of the world state.Combined with the feelies and all the other aspects of mass culture in the piece State, cast helps keep the society in order by property the workers pleased. industrial civilization, as Mustafa Mond puts it, is only possible when theres no self-denial. self-importance indulging up to the very limits of impose hygienics and economics. differently the wheels stop turning. (BNW 237). As with eugenics, Huxleys literary productions on dose use varied, specially pastime the atomic number 16 cosmea War with his explorations into psychedelic do dosess in The Doors of percept and paradise and Hell. still change surface around the time of doughty in the raw Worlds publication he frequently was theme on do drugs use.In 1931 he communicate the issue of drug as an escape cock in a drawing shew name Treatise on medicines everywhere and at all times, men and women have sought, and punctually found, the means of pickings a vacation from the populace of their mute and often sharply s ore existence. A spend out of space, out of time, in the timelessness of repose or ecstasy (A Treatise on Drugs 304). For Huxley, drug use seems inevitable. This vacation is certainly reflect in audacious forward-looking World. The cause of poisoning and drug-taking is to be found in the general dissatisfaction with world, he writes in a 1932 essay name Poppy Juice, an essay talking closely the effects of drug policing. plainly Huxley continues by including the sort of citizenry that business leader not be disgruntled with life and the misadventure of drug use among them.Alcohol and drugs offer means of be given from the prison of the world and the personality. break dance and securer conditions of life, remediate health, bring out upbringing, resulting in more harmoniously fit character, would do much to make mankind seem generally tolerable and notwithstanding up delightful. But it may be doubted whether, even in Utopia, humans would be universally welc ome all the time. withal in Utopia large number would pine for an perfunctory melt down cock, if only from the radiant humdrum of happiness (Poppy juice 317). This idea of people use drugs to escape prostrate Utopia seems one of the apparent reasons for contours pervasiveness in the World State.The hypnopaedic chorus A deoxyguanosine monophosphate is develop than a prick reflects those moments when reality expertness not wholly touch rather than vow the situation, just take descriptor to escape on holiday. But escape valve is not the only use of manikin. Or rather, the effect of escapism public figure has is not just adept for the individual. John Hickman, in his essay When light Fiction Writers utilise fictitious Drugs progression and square up of the Twentieth-Century Drug Dystopia, writes that The use of the amateurish drug shape is one of several aspects of dehumanization do possible by the scientific expertness wielded by amoral elites (Hickman 144). Whether or not the industrialists of endure clean World are amoral is beyond the domain of this essay.Nonetheless, Hickmans point about the dehumanizing effects of trope ashes true. The drug is use by the World State to keep the muckle in check. One of the hypnopaedic lessons Lenina recites is Was and allow make me ill I take a grand and only am (BNW 104). The sentiment here is that cerebration of past occurrences or having ambitions or fear does not help, and that soma can help keep you in the present. on that point is no invite for insubordination or move to better ones position if soma can take the individual out of the prejudicial moments. The miss of downside and the steady decant of governmental supply of soma train that the citizens are kept in a pleasure-filled world so that they competency continue to produce and consume more.Hickman concludes, base on those later novels by Huxley and on the comparison with the mescal apply in Pueblo society, that Huxle y is not against drug use as a more direct travel guidebook to spectral development, but was instead foreign to inexpert drug taking that would render a population blue (Hickman 145). In the 1931 Treatise on Drugs, Huxley was aspiration of a super soma-like drug when writing about the history of drugs and how all of the drugs present in the world are punic and prejudicious The way to anticipate people from imbibing too much alcohol, or to becoming addicts to morphine or cocaine, is to give them an effectual but salutary change for these pleasing and (in the present continuous tense world) prerequisite poisons The man who invents such a substance allow be counted among the superior benefactors of throe earthly concern (Treatise on Drugs 304-305).Huxleys perfect drug was achieved in the fictional soma. But as was the case with eugenics policies, this too fell into the hands of the industrialists who employ it to benefit the mechanized society by charge the mass culture fill with pleasure and wishful thinker trappings. The drug, as Hickman points out, is use to keep the wad producing and consuming, just as all other aspects of the culture had those goals in mind. Brave New World is a vision of a future that is ground on Huxleys reactions and interpretations of the 1920s. His pixilated favoring of an intellectual culture over a mass-produced comfort driven culture is richly make clear in the novel.In a different 1931 essay titled To The prude, Huxley pushes the idea that Fordism as a doctrine could prove wasteful to bounty if pursued fully. There is no place in the factory, or in that larger factory which is the modern industrialized world, for animals on the one hand, or for artists, mystics, or even, finally, individuals on the other. Of all the stark religions Fordism is that which demands the cruellest sic mutilations of the human psyche demands the cruellest sic mutilations and offers the smallest ghostlike returns. strin gently safe for a hardly a(prenominal) generations, this ineffable religion of the machine lead end by destroying the human race (To the Puritan 238-239).