David by Michelangelo Essay Example

David by Michelangelo Paper Name: Tutor: Course: Date: We will write a custom essay sample on David by Michelangelo specifically for you for only $16.38 $13.9/page Order now We will write a custom essay sample on David by Michelangelo specifically for you FOR ONLY $16.38 $13.9/page Hire Writer We will write a custom essay sample on David by Michelangelo specifically for you FOR ONLY $16.38 $13.9/page Hire Writer David by Michelangelo David is a Renaissance sculpture that was formed between 1502 and 1504, by the Italian sculptor, Michelangelo. The sculpture is a 17-foot marble bust that displays a naked standing male. The character used in the sculpture represents the biblical King David, a special subject in Florentine art. The sculpture was initially commissioned as one of a set of masterpieces of prophets to be situated alongside the roofline of the Florence Cathedral. However, the statue was alternatively placed in the Palazzo della Signoria public square, in Florence City where it was made public in 1504. Because of the personality of the individual it represented, it soon came to denote the defense of social liberties embodied in Florence, a self-governing city-state endangered from all directions by powerful adversary states. The original statue was relocated to the Accademia Gallery in Florence and replaced with a replica at the same location. Historical background Before Michelangelo became involved in the development of the statue, the management at the Florence Cathedral had planned to erect twelve massive Old Testament effigies that would also act as the buttresses for the building. In fact, work had already started on these sculptures led by Donatello (Joshua and David sculpture) and Agostino’s unfinished David sculpture. However, just before the project was complete, the cathedral management ran into the challenge of how to hoist the sculpture onto the roof. Finally, they appointed a team of several artists to deliberate on the most appropriate location for the statue. Interpretation of the sculpture Michelangelo’s David was slightly different from earlier representations of the theme in that the biblical character was not portrayed as the killer of the giant Goliath. Typically, David was always represented as holding Goliath’s head, and, in fact, Verrocchio and Donatello sculpted their own works with this traditional inclusion. Most academics believe that the masterpiece showed David when he was preparing for a battle with Goliath. Instead of showing signs of victory over an enemy mightier than he was, David’s face displayed a lot of tension and preparedness for combat. The muscles in his neck stood out stiffly; his facial especially his upper lip was taut; his forehead was wrinkled, and his eyes appeared to concentrate attentively on a far away object. While veins were protruding from his lowered hand, his body was in a tranquil pose, and he was armed with his sling that was lying offhandedly over his shoulder. The calm pose itself was dissimilar from any other earlier representations of David; Both Verrocchio and Donatello had created sculptures of David standing triumphant over Goliath’s head while Andrea del Castagno had portrayed the character while he was swinging his weapon and Goliath’s head down at his feet. However, the entire range of masterpieces done by earlier Florentine artist had not failed to include the Philistine giant overall. The difference between his powerful appearance and his peaceful pose, possibly suggested that David’s sculpture represented his demeanor after he decided to wrestle Goliath, but before the real encounter. The large part of his body mass was stressed on his back leg in a manner consistent with the Renaissance tradition of portraying its subjects in retreated, composed positions, just before they sprung into action. Michelangelo’s representation was that of the period between mindful choice and conscious battle. Michelangelo’s David was a Renaissance understanding of a general historical Greek theme of the upright valiant male nude. In the High Renaissance, contrapposto styles were regarded as a characteristic feature of historic sculpture. In David, the form stands with one leg supporting its complete weight and the other leg loosened up. This traditional pose makes the statue’s shoulders and hips to sit at conflicting angles, creating a small s-curve to the complete upper body. Additionally, the head was twisted to the left, whereas the left arm was lifted towards his left shoulder and his sling that was thrown on his back. Michelangelo’s David became one of the most celebrated sculptures of Renaissance sculpture, becoming a representation of both might and youthful human attractiveness. The gigantic mass of the sculpture was the most extraordinary feature of Michelangelo’s statue compared to that of his rivals. One of the artists, Vasari described the sculpture as a marvel created by Michelangelo that had the ability to bring to life the past memories of the dead. He concluded by mentioning all the other marvelous creations that were done by Michelangelo over the Renaissance period. The sizes of David and other sculptures were an atypical feature of Michelangelo’s efforts; the effigy had an abnormally large head and limbs especially the right hand. These exaggerations may be because the effigy would have been initially displayed on the cathedral rooftop, where the significant parts of the statue would unavoidably be emphasized in order to be noticeable from below. The statue was also abnormally slim when compared to its height. While most artist would have attributed this difference to individual taste, it was probably Michelangelo’s oversight that could not be rectified. It is probable that David was envisaged as a political effigy before Michelangelo started to sculpt it. Definitely, David had long been perceived as a political character in Florentine culture, and pictures of the Biblical personality were already influencing political actions there. Donatello’s David made of pure bronze as a distinct feature in the Medici family quarters. Later on, it still assumed a political role at the Palazzo della Signoria courtyard, where it represented the Republican government. Analysts have even pointed out that David’s undamaged penis that went against Judaic practice was in line with the traditions of Renaissance art. Conclusion Michelangelo’s David arrived from the Piazza della Signoria in 1873 due to the threat of natural erosion that would erode the sculpture as well as intentional damage. There were undocumented reports of vandalism in 1991 hen a man defaced the statue. After this incident, the statue was considered for renovation several times. A replica of the sculpture was however, made and placed in the exact position, in Piazza della Signoria. In spite of the awareness of the statue’s illustration, the utter magnitude of the marble effigy always surprised all the contemporaries and even the present day viewers. The present connection between Florence City and David is highly political. Since the Renaissance period, Florence perceived the David statue as a symbol of the city. David’s power, bravery and youthful assurance were the picture that Florence needed to project. In the 14th century, Florence regained its position as a republic. David signified the city’s sovereignt y from unknown authority, both the aristocracy and colonialists. Like Florence, David illustrated a calm power that was often overlooked by many. The strategic position outside the state offices also made it seem like he was a guard that reminded the citizens to defend bravely and lead fairly.

BILL GATES, HIS STORY essays

BILL GATES, HIS STORY essays The second of three children born to a lawyer and a teacher, Bill Gates attended private school, where he discovered his interest in software. Bill Gates introduction to computers occurred during his years at Lakeside, an all-boy private school. There, Gates joined the Lakeside Programmers Group, which included Paul Allen, who would later join Gates as co-founder of Microsoft. There he continued to excel in math and science, and soon developed a pivotal interest in computers. Gates gained access to the ASR-33 Teletype, a slow and noisy computer. He was fascinated by the machine and began spending time with a group of friends that included Paul Allen. The group named itself the Lakeside Programmers Group. During his Lakeside years, Gates set up his first company, Logic Simulation, with his best friend Kent Evans. Gates graduated from Lakeside in 1973 with a perfect 800 math score in his Scholastic Aptitude Test. In September 1973, he entered Harvard. In January 1975, during Gatess second year at Harvard, he and Paul Allen contacted MITS, a computer company that had recently built the popular Altair 8800. Gates and Allen offered to produce software that would make this computer work. In June 1975, he took a leave of absence from Harvard to join Allen at MITS. He returned in September to begin the academic year, but in January he left once more, never to return. In April 1975, Gates and Allen founded Micro-soft (the hyphen was removed later) formulating a partnership of 60/40 in Gatess favor. Microsoft aimed to put a computer on every desk and in every home, running Microsoft software. Gates was only 19 years old. By December 1978, Microsoft had had its first million-dollar sales year. On July 21, 1980 computing powerhouse IBM contacted Bill Gates. Currently involved in building a new personal computer, IBM needed software. Although Microsoft was able to supply IBM with languages for the PC, the compan...

Post traumatic architecture Dissertation Example | Topics and Well Written Essays - 4000 words

Post traumatic architecture - Dissertation Example The end of the whole process is going to be quite tempting to discover if the purpose of healing was achieved or not. Main dissertation body National September 11 Memorial & Museum A World Trade Center Site Memorial Competition was setup in order to welcome designs on how the World Trade Center site could be reconstructed as a memorial to the victims of the September 11, 2001 terrorist attack. This competition was won by Michael Arad, an Israeli-American architect of Handel Architects. His design was called â€Å"Reflecting Absence† and its main feature included a reflecting pool and a tree-filled plaza which was blended into the city’s landscape (Meehan, 2011). With the collaboration of other architects, including landscape architects, the design was perfected. Families of the victims were also consulted in relation to the placement of the names of about 3000 victims killed that day (Dunlap, 2011). Landscape architects also helped to tweak the design especially in term s of the forest of trees which would surround the reflecting pools. Ten years following the disaster, on September 11, 2011, a dedication ceremony was held at the memorial and following the ceremony, the plaza was opened to the public. The design included two pools with manmade waterfalls cascading over the sides; the pools were placed at the sites where the Twin Towers used to stand. Each pool measures about an acre. Both pools were meant to symbolize the loss of life and the emptiness caused by the terrorist attacks on September 11. The sound of the water falls were also meant to reduce the sound of the city, creating a place which was to be a source of comfort and sanctuary to the visitors. Close to 400 sweet gum and swamp white oak trees took up the other 6 acres left of the memorial plaza. This further gave the area a sense of isolation from the city bustle. The names of the victims were then written into 76 bronze plates and attached to the walls at the edges of the pools (Bla is, 2011). The names included the victims of the September 11 attacks from the Twin Towers, as well as the victims from Arlington Virginia, and those from Pennsylvania. The names of the rescuers were also included in the bronze plates along with the six victims from the February 1993 World Trade Center bombing. The arrangement of the names was also very much important to the design as the groupings and adjacencies were based on family relations as well as company or organization affiliations. In effect, the names of families were set alongside each other; the names of first responders were grouped alongside the names of their units; and the names of co-workers were also written alongside each other. The design for the memorial site also included a Survivor Tree. The tree is a callery pear tree which was previously recovered from the rubbles of ground zero World Trade Center site in October of 2001 while retrieval workers were trying to look for survivors. The tree was about 8 feet t all and severely burned, but it had one living branch (Sudol, 2011). It was a tree which has long been at the site for decades before the attack, planted originally in the 1970s. It was later cared for by Arthur Ross from the New York City Department of Parks and Recreation. The tree was not expected to

Copy right issues Assignment Example | Topics and Well Written Essays - 500 words

Copy right issues - Assignment Example After this period, the teacher can only use it after a license has been obtained for its permanent inclusion into the teaching curriculum. When a teacher buys a CD and installs the interactive math software in all the computers in the classroom, it is a violation of copyrights. This is because software are also protected by the federal copyright laws, and educational facilities are not exempted. Installing the software in three different computers is the same as making duplicate copies of the product (CNI, 2014). Title 17 of the US Code clearly spells out that it is not legal to make duplicated copies without the permission of the copy right holder. Section 117 only gives permission for making backup copies. This implies that the teacher has violated the copy right laws (CNI, 2014). In this case, the student would not be violating copy right laws. This is due to the exception given to education facilities and scholars to use copyrighted materials without the permission of the owner under the Fair Use provision (Electronic Frontier Foundation, 2013). This provision requires that the amount and the substantiality of the section used amounts to smoothing, which is taken to be fair in relation to the white piece. Since the student has decided to only use the soundtrack, which is a small quantity of the work in his academic work, it has no significant effect on the entire product (Electronic Frontier Foundation, 2013). As such, no law has been violated. a. Yes, the teacher can distribute the pictures in word documents for the students. Display of visual images in a classroom is governed by the US Copyright Law, as well as the TEACH Act. Section 110(1) allows the use of the images for educational purposes, including through electronic courseware (Electronic Frontier Foundation, 2013). b. This will depend on whether the teacher has received permission and license from the copyright holder.

Comparing Current Economic Crisis And Great Depression Economics Essay

Comparing Current Economic Crisis And Great Depression Economics Essay Comparing current economic crisis and Great Depression. The current U.S economic crisis that begun August 2007 has plunged the country into a very dangerous phase in the U.S economic performance (Hilsenrath and Paletta, 4). The great decline in stock market which reduced spending and wealth among people resembles to the great economic depression (Katz, 10). The Great Depression was an economic recession that eroded stock market wealth and eventually spilled to other sectors of the economy (Hilsenrath and Paletta, 4). During the Great Depression, it has been recorded that Dow-gold ratio reduced substantially to a lower of 47 percent, most similar to the 42 percent experienced in the current crisis. The enraging crisis also foresaw crippling of most financial institutions due to bad loans and many banks had to freeze lending from 1929. There has been similar experience in the current crisis as the credit markets are on verge of collapsing. In 2008, sum credit in financial institutions has reduced by more than 250 percent while bad debt level has gone below 350 percent market (Waggoner, 1). The two crisis have shown similarities when comparing the trends in real estate. Like in the 1929 Great Depression, there has been a great overvaluation of the real estate. Problems in real estate have been the main factors contributing to the current crisis (Delong, 2). Under the global monetary system, dollar is converted with gold which means all the over currencies are only converted to gold or the Pound. However, this has become completely different since the dollar which is converted to gold has not been able to meet monetary conditions for conversion to gold standard which has destabilized world monetary system (Petrov, 2). Government response to the crisis is similar. In the current crisis, the United States government has signed a multibillion economic stimulus package totaling to $700 billion. This was a similar strategy which was taken in the Great Depression but in both economic crises, the economic stimulus package has not lived to its expectations (Stewart, 2). It is still acceptable to say that the current economic crisis resembles the great economic depression of 1929 because the high rates of unemployment that was witnessed during the depression has also affected the United State economy where many people have remained jobless and retrenchment rates have been at its peak. The current rate of unemployment stands at 6.1 percent which is even below the 1992 rate which was 7.8 percent. Similarly those still employed are under fear of loosing there jobs people anytime if efforts towards recovery does not succeed (Waggoner, 3). It is said that unemployment rate hit 10 % for the past two years. Research shows that the job crisis in America reached a point where both the underemployed and unemployed stopped searching for jobs and the rate of those looking for full time job but they could only get part time job reached 17.4 %. The rates of job crisis in America is said to be the highest figures in the world and continuity of such trends in Americ a will certainly change the new generation and the life course (peck, 2). The economic crisis in America forced president Franklin D. Roosevelt and the congress of the time to create FDIC with an aim of providing the federal state guarantee of deposits so the inception of FDIC in America granted people with certain amount of money guarantee of their money and those who deposited their finance with FDIC were very certain that their money was safe even if bank failure occurs (FDIC, 1). How U.S economic crisis is different from the great depression What need to be reflected first is that the 1929 occurrences were termed as a depression while the current situation in America is a recession. Scholars have said that the current economic crisis in United States is unlikely to culminate into the 1929 great economic depression. Some of the notable differences between the two include the following: During the economic depression the dollar was devalued relative to gold. Currently, there is absence of gold standard that serves as a restriction to the amount of money supply that can be expanded since the gold standard was abolished in 1971 thereby making the restriction of the dollar being tied to gold standards a nightmare in today world (Krugman, 3). During Great Depression, America economy was not ridden by bad debts as it is today. Currently, U.S economy has introduced credit cards that never existed in 1929. Similarly national debt and deficits in money available for spending was significantly lower than it is today where Americas debt is largely owned by foreigners who may easily devalue the dollar through selling dollar reserves and treasury bonds a decision that may lead to an international war. Although the economic crisis has caused pain in America economy for instance collapse in financial market, overvaluation of real estate, fall in energy prices, collapse of industrial centers and existence of recession in many sectors of the economy there are hopes that some cities will recover much better than before the occurrence of financial crisis since there are almost fifteen areas in the economy that are still expanding such as oil and natural resources (Florida, 4). Similarities between japans crisis of 1990s and the U.S Economic crisis The financial market stress that hit American economy resembles Japanese market crisis after 1997. Its recorded that various banking institutions and securities greatly affected financial markets thereby leading to increased crisis in the banking system of the two countries. Likewise asset market was greatly hit with no indications of bottoming out which is similar to American real estate market. It is also indicated that great losses were noted in the financial market where cases of bad loans were prevalent and this is said to have held the recovery of Japan economy (IMF, 1). In both economies, the economic crisis led to decline in consumers consumption habits since prices for goods were unaffordable thereby making consumers to minimize their spending potential with a view that in the near future prices will fall due to decline in demand. The period between 1980, Japanese monetary authorities flooded markets with liquidity so as to enhance the business to cope up with the rising value of Japanese yen. The excessive flow of money in the economy by 1990s led to immediate increase in the market value of equities and land since many investors directed their finances in real estate business (Posen, 6). Differences between japans crisis of 1990s and the U.S Economic crisis. Although the crisis in America and Japan were spearheaded by weak regulation and easy credit, policy makers argue that Japanese crisis looked larger than the American one because Japanese crisis stretched and affected the asset prices which were believed to be three to four times bigger than the American (Peck, 2). The banking crisis in the two economies shows that the American crisis was quite uncharacteristic since it shows household profligacy whereas the Japanese banking crisis comprised borrowing of finances by firms. In Japan for instance the sum bank losses on bad debts was almost 20% of the gross domestic product between 1993 to 2005 (Dick, 2008). Trends shows that policy response to the crisis in America were quicker and this made America move into the second of and manageable fiscal stimulus package. The U.S took quicker steps to revive the banks through the use of public funds within one year while Japan took eight years to recapitalize its banking systems (Mikitini, 2000). The lesson learnt from Japanese economic crisis is that the buying habits of consumers changes negatively when the rate of inflation is very high thus consumption rate of consumers decreases because they anticipate that prices of the products and services will fall in the near future where the will be able to buy at low prices and make some savings (Delong, 8).. It can be said that current governments came up with a number of policies to counter the effects of economic crisis for instance in America the federal reserve system kept the interest rates very low and expanded supply of money in the economy. Similarly many governments adopted the policy of reducing payments on housing loans. The strategy by federal government to inject more money into banking system in 2004 to 2006 helped increase the targeted federal money to more than the normal rate of 5% which reduced demand for houses thus fall in prices for houses hence solving the bubbles in the real estate management. Federal government also began bailing companies and banks that were collapsing such as GM, AIG and Chrysler and this helped to stimulate recovery of many banks and companies (Gene, 3). Work Cited Cavallo, Eduardo. Dealing with the crisis: Lessons from America. Retrieved Marc 6, 2010 from http://www.voxeu.org/index.php?q=node/3358, 2009. Florida, Richard. How the Crash Will Reshape America. Retrieved March 6, 20106 from http://www.theatlantic.com/magazine/archive/2009/03/how-the-crash-will-reshape-america/7293/, 2008. Hilsenrath, Jon S., and Paletta, Damian. Worst crisis since 1930s with no end yet in sight. Retrieved March 6, 20106 from http: //online.wsj.com/article/SB122169431617549947.html. 2008. Stewart, Heather. International monetary fund says U.S crisis is largest financial shock since Great Depression. Retrieved March 6, 20106 from http://www.guardian.co.uk/business/2008/apr/09/useconomy.subprimecrisis, 2008. Waggoner, John. Is todays economic crisis another Great Depression? Retrieved March 6, 20106 from http://www.usatoday.com/money/economy/2008-11-03-economy-depression-recession_N.htm, 2008. Peck, Don. How a new jobless era will transform America? Retrieved March 6, 2010 from http://www.theatlantic.com/magazine/archive/2010/03/how-a-new-jobless-era-will-transform-america/7919/, 2009. International monetary fund. Japans policy response to its financial crisis: parallel with the U.S Today. Retrieved March 6, 2010 from http://www.imf.org/external/np/speeches/2009/031909.htm, 2009. Dick, K. Nanto. U.S financial crisis: Lessons from Japan. Retrieved March 6, 2010 from http://fpc.state.gov/documents/organization/110816.pdf, 2008 Shirakawa, Masaaki. Way out of economic and financial crisis. Retrieved March 6, 2010 from http://fpc.state.gov/documents/organization/110816.pdf,2009. Mikitani, Ryoichi. Japans financial crisis and its parallel to America experience. Retrieved March 6, 2010 from http://bookstore.piie.com/book-store/319.html, 2000. Tabuchi, Hiroko. Japans stationery decade cautionery tales for U.S. Retrieved March 6, 2010 from http://www.nytimes.com/2009/02/13/business/economy/13yen.html, 2009. Katz, Richard. Todays Americas financial crisis is not like Tokyos lost decade. Retrieved March 6, 2010 from ttp://www.foreignaffairs.com/articles/64823/richard-katz/the-japan-fallacy. Bank of Japan. Way out of economic and financial crisis: Lessons and policy actions. Retrieved March 6, 2010 from http://www.boj.or.jp/en/type/press/koen07/ko0904c.htm, 2009. Posen, S. Adam and Mikitani, Ryoichi. Japans financial crisis and its parallel to U.S experience. Retrieved March 6, 2010 from http://www.amazon.com/Financial-Parallels-Experience-Institute-International/dp/088132289X, 2009. Federal deposit Insurance Corporation. Why FDIC was created in U.S. Retrieved March 6, 2010 from http://www.fdic.gov/about/learn/learning/why/index.html,2004. Krugman, Paul. Monetary policy. Retrieved March 6, 2010 from http://krugman.blogs.nytimes.com/2009/12/14/samuelson-friedman-and-monetary-policy/, 2009. Foreign policy. Top 100 global thinkers. Retrieved March 6, 2010 from http://www.foreignpolicy.com/articles/2009/11/30/the_fp_top_100_global_thinkers, 2009. Delong, J. Bradford. The great crash and the great slump. Retrieved March 6, 2010 from http://econ161.berkeley.edu/TCEH/Slouch_Crash14.htm, 1997. Beland, Daniel, and Francois vergniolle. Fighting big government. Retrieved March 6, 2010 from http://www.questia.com/googleScholar.qst;jsessionid=LSyGk7VKC9CmgGkxbNp0mSm7LpLnv8K1tJY3jtmkhvJJGYsQ22pX!-1504265975!1494505646?docId=5006720711, 2005. Smiley, Gene. Great depression and current economic crisis. Retrieved March 6, 2010 from http://www.institute.sk/article.php?3100, 2009.

An Report On Darlie Toothpaste’ S Integrated Marketing

1.0 INTRODUCTION1.1 AuthorizationThe CEO of the Haolai Company requested this report on 16, May. The purpose of this report is to provide an analysis of Darlie toothpaste’s current marketing situation and integrated marketing communication program (IMC). It aims to create a new promotional tool to for the target market.1. 2 LimitationsThere’re some limitations in the production of the report. To begin with, there’s not much information about the Darlie’s company can be found in the web. I just can find the Haolai Company is a chemical industry company.Besides, there is also not much information about the Darlie toothpaste in some authority business magazines and books. Sometimes, I just make a realistic assumption. 1. 3 Scope The scope of the report limited to integrated marketing communication in five areas: the current marketing situation analysis, the used IMC program analysis, the IMC plans will be developed, media plan and some recommendations for the Darlie toothpaste.2.0 BACKGROUND2.1 About the companyDarlie is a brand of the world's best oral care products manufacturer which is named Haolai chemical industry. In the 1930, the recipe of Darlie was developed.At the beginning, Darlie’s production and operation is in the Kowloon, Hong Kong. In 1997, Darlie transferred all the toothpaste products from Hong Kong to the Chinese mainland. Today, the Darlie has become one of the best-selling brands in toothpaste market in China and south Asia.2. 2 About DarlieThe main products of Darlie are toothpaste and toothbrush. The concept of Darlie is healthy white teeth and pure fresh breath makes you every day full of confident smile. Darlieh has different kinds of toothpaste according to different effects too satisfy the different needs of consumers.It has four Series: fresh breath, teeth whitening, anti-sensitivity and for children.2. 3 Competitor analysisIn the current toothpaste market, it exits many competitors such as: Crest, Col gate, China, bamboo salt, Amway and so on. Analyzing Crest, it is one brand of Procter & Gamble which was born in 1955. It's famous for excellent high-decay toothpaste. And it is the first to be recognized by the world authority on oral-organization – the American Dental Association (ADA) decay toothpaste. Compare with Darlie, Crest's market share occupy all over the world not just Asia.In June 1996, Crest came to China and after one year, it has already been known by everybody in China. The brand concept of Crest is: ‘keep your smile healthy and beautiful ‘. There are two types of Crest toothpaste: series of healthy and series of whitening. Besides, every type of Crest has different products. For toothpaste, Crest has the similar benefits with Darlie such whitening, fresh breath and so on. But the most famous benefit of Crest toothpaste is preventing tooth decay and protecting tooth effectively. About Crest' s promotion, advertisement on television and internet a re the main ways.But crest has advantages of Darlie, because crest's advertisement is high-frequency.2.4 Target marketThe toothpaste market can be segment into different parts on the basis of geographic, demographic, psychologic and behavior variables. According to Hawkins, Mothersbaugh & Best (2007, p16): ‘Perhaps the most important marketing decision is a firm makes is the selection of one or more market segments on which to focus. ’ Firstly, Darlie toothpaste is in consumers’ good graces in Southeast Asia because of its advanced technology and unique recipe of product.Besides, it is popular in coastland of Guangdong province. On the side of demographic, there are not many people know the brand name and features of Darlie In addition, females will pay more attention on choosing toothpaste than males. In terms of psychological, consumers’ individuation demand is increasing with the development of economy and technology. In other words, consumers pursue ne w feelings, health, white, nature and useful in the modern society. Moreover, young consumers prefer to the multi-functional toothpaste which can provide special feelings like tea fragrance.From the perspective of behavioral, toothpastes are necessary products in people’s daily life and consumers will buy toothpastes routinely. Besides, young consumers will choose the new products and abroad brands because of their individuation demand. Furthermore, spinsterhood will buy fewer products once than married people and promotion methods affect consumers heavily. In this report, the target market focus on the consumers who like the tea fragrance and want to fresh breath.2. 5 The Darlie toothpaste's positioning strategyThere are five competitive advantages for Darlie. Firstly, it has a good management system. Darlie encourages its employees to innovate with a reasonable remuneration and reward. It can motivate the employees to work out the new technology to enrich the products. Seco ndly, Darlie is good at research and development. As the needs of consumers are changing quickly, so it often makes the change of products like in quality, style and shape, and it continue to introduce new products to meet customer needs. In addition, Darlie has a strong channel advantage.It not only has distribution channels and end-channels, but also has a geographic strategy, so that it can sale the products through different ways in different areas. Besides, quality service is another strength for Darlie. The good service will shorten the checkout process and satisfy the consumers’ needs, and then makes the customers have a good memory to the products. Last but not the least, freshen breath is Darlie’s important characteristic. Many people think that freshen breath is an important function of toothpaste (2011).The main function of Darlie toothpaste is breath fresh, so that it will have a fixed group customer.3.0 IMC PROGRAM3. 1 The promotional elements mixThere are six elements in IMC mix: advertising, sales promotion, personal selling, publicity, internet marketing and direct marketing. Darlie uses three elements of promotional mix in current market, which is advertising, sales promotion and internet/interactive marketing. Firstly, advertising is Darlie's main way of promotion. It uses mass media such as TV, radio, magazine, newspapers to attract consumers. The most important promotional tool of Darile is TV advertisements.Darile input much money in inviting stars as its spokesperson. Besides, it also spends a lot of money on broadcasting TV advertising. For Darile, advertising is a valuable tool for targeting mass consumer market. Secondly, in the promotional mix is sales promotion. Darile also has two major categories: consumer-oriented and trade-oriented activities. In supermarket, businessmen always use coupons, samples, premiums, rebates, contests to stimulate short-term sales. And in the current, Darile has many different selling ways such as wholesalers, distribution, and retailers.The third variable in the promotional mix is interactive/ internet marketing, which changes by the development of technology. For Darile, in traditional market, consumers only get information from advertising and buy toothpastes and toothbrush in supermarket and stores. But now Darile advertise their products on the websites. Consumers can purchase the products on the Internet or by the telephone. Then the products can be de lived to your home directly. Besides, if the consumers have some inquiries or questions, they can call the customer service Hartline or in online message.The interactive/internet marketing brings many advantages to Darlie's promotion.3. 2 The low-involvement hierarchyAs toothpaste is usually used in people’s daily life, so Darlie is belonging to the low-involvement hierarchy of customer response process. The sequence of low-involvement hierarchy is learn-do feel. It means that the involvement in buying Darl ie is low and the customers are viewed as passing from cognition to behavior to attitude.3. 3 IMC objectivesDarile has three promotional mix elements are being used for IMC objectives based on the response process.As Mothersbaugh & Best (2007, p 8) explans:'Integrate marketing communications involves coordinating the various promotional elements and other marketing activities that communicate with a firm's customers. ‘ At first, advertising is a valuable tool for building brand equity. Darile’s advertising transfer the name, logo, symbols, design, packaging and performance to consumers. Because Darile is low-involvement hierarchy of customer response process, it needs faithful relationship to repeat purchase. Secondly, sales promotion is a shift marketplace power from manufacturers to retailers.People can buy Darlie's products in local retails such as Wal-Mart. And the retailers have more promotional tools than manufacturers to sell. Thirdly,The business of Darlie chang e from traditional market to Internet with the rapid growth of technology. Besides, traditional media advertising in TV or broadcast is replaced by internet advertising.4. 0 DEVELP THE IMC PLAN4. 1 New promotional toolPersonal selling is as a new promotional tool for Darlie toothpaste. Unlike advertising, personal selling is face-to-face communication between buyers and sellers.In this report, the target consumers of Darlie is people who like tea aroma and want to fresh breath. The Personal contact in selling focuses more on consumers’ specific need or situation than other promotional tools. Sellers can communicate with the target consumers through telephone, QQ, MSN and email to know their needs and give services. It is more flexible and convenient. Besides, Personal selling also is good to get feedback to modify the types of products according to different needs. For example, if the person has Gums bleeding, sell g the Anti-allergic Darlie toothpaste.And in this way, it can build loyal customer relationships and Brand loyalty.4. 2 Major selling ideaDarlie’s ideal market share occupy overall all the ages of the consumers. But In current intense toothpaste competitive market in China, it is impossible. Comparing with the other competitor such as Crest, Amway, China, the central theme of Darlie toothpaste is ‘fresh breath’. And the target market is the person who like tea aroma. Before selling, sellers can make a questionnaire for analyzing the toothpaste market. Darcie can develop specific taste and efficacy of toothpaste, according to the customer's dental health and taste preferences.And the seller s also needs to provide good after-sales service for audiences. They can send some new samples; tell them some knowledge to protect teeth, and how to brush teeth correctly.5. 0 GREATIVE STRATEGY5. 1 Implementation of the creative strategyThe creative strategy including: advertising appeal, execution style, creative tactics, and media veh icle can be used in development and implementation of an advertising message. Advertising appeal has two categories: information/rational appeals and emotional appeals.In order to emphasize the Darlie toothpaste’s feature of fresh breath and transfer the fragrance of tea of Darlie toothpaste to the consumers, information/rational appeal of advertisement is better. Using the advertising appeal, people will know more about Darlie toothpaste not only the brand name but also the specific feature. The creative execution style of the Darlie toothpaste is direct and concise. When people see the advertisement at first glance, they can recognize the brand of the Darlie toothpaste. And it is also beautiful, which make people feel fresh and cool. Creative tactics is used to design the actual advertisement.It has two different types: for print advertising and for television. In this report, the picture is designed for print advertising. Firstly, the background of the print is Danas. And in spring morning, fog around the Danas, which makes people feel fresh. Secondly, it uses the direct headlines, ‘Daile toothpaste, and the fragrance of tea’. It is in the top of the print, which is not very big. As Mothersbaugh & Best (2007, p 311):' they are often more effective at attracting reads’ attention and interest because they provoke curiosity and lure readers into the body copy to learn an answer or get explanation. On the left of the words, it is a small teapot. And on the right, it is a new design Darile toothpaste.The Chinese ‘cha xiang’ and English words ‘the fragrance of tea’ print on the body of the toothpaste. It also has the symbol of Darlie, a head portrait. Secondly, in this print, the body copy is the main point. The picture shows that a toothbrush sends out a ray of tea aroma. And the most important is that the tea aroma uses a figure of teapot. And in the teapot, it prints One Chinese word‘cha‘which is written by Chinese style. This advertisement can be used to two media vehicles, the print media and the support media.Magazines and newspapers are two types of the print media. And there are many types of the support media, like outdoor advertising, aerial advertising, transit advertising, promotional products, and yellow pages advertising and so on. The designed picture can be enlarged or narrowed according to different sizes.5. 2 Evaluation of the creative strategyIn this report, the target consumers of Darlie is people who like tea aroma and want to fresh breath. And Darlie toothpaste is belonging to the low-involvement hierarchy of customer response process.It means that the involvement in buying Darlie is low. Besides, Haolai Company is not as well-funded as Procter & Gamble. So it does not have enough funds to input in advertisement. So this creative strategy for print advertising has its own advantages and disadvantages. First at all, the tea fragrance of Darlie toothpaste i s one of the most important advantages. It is a specific smell and taste which other toothpastes have. It has good effects on creating awareness among the target market. Besides, the advertisements on magazines can be accepted by consumers more easily.Most audiences pay much attention to the magazine when they read it. Toothpaste is a low-involvement product, while magazines can express the information about the product to the target market effectively. In addition, it saves the cost. It does not need Celebrity endorsements and TV ads, which is expensive. While there are also some disadvantages. One of the disadvantages is current market saturation. Too many companies select to use advertising medium. The Darlie toothpaste’s promotional products may be ignored by consumers. Besides, TV ads appear more frequent than print adverting.The print ads can not impress the consumers repeat by repeat in a short time. Moreover, it lacks of the effect of celebrity, which make low brand l oyalty.6.0 CONCLUSIONSAfter analyzing the current market of the Darlie toothpaste, it can be concluded that:6.1 The current marketing situation of Darlie toothpaste, the including the background about the company, market share, the introduction about the product , competitive analysis, the Darlie toothpaste’s target market and Darlie’s positioning strategy.6. 2 Three promotional elements of the IMC mix have been used in the report.Advertising, sales promotion and interactive/ internet marketing, the IMC program such as the low-involvement hierarchy and the Darlie toothpaste’s IMC objectives have been discussed in the report.6.3 Developing the Darlie toothpaste’s IMC plan. New promotional tool and major selling idea has been made.6.4 Implementation and evaluation of the creative strategy7.0 RECOMMENDATIONIt is recommended that:7. 1 As a low-involvement product, the company should pay more attention to the brand when advertising on mass media.7. 2 Personal selling is as a new promotional tool for Darlie toothpaste.The company should strength the communication between consumers and sellers.7. 3 Free samples and bundling can be used. And the company can promote the toothbrushes in the supermarkets by setting an experience place for attract more consumers. The company should develop specific taste and efficacy of toothpaste, according to the customer's dental health and taste preferences. Besides, good after-sales service for audiences is necessary.7. 4 The new creative strategy for print advertising can be used. It can build the Darlie toothpaste‘s image of fresh breath.

Baby Satisfaction

From the point of conception to the time of birth, the life of the baby and that of its mother is held by the medical and nursing practitioners to be very sacrosanct so that it is expedient that these be closely medically monitored. This is because, failure to implement close follow ups on prenatal, natal and antenatal care has claimed many lives of unborn and new born children, as well as that of the mothers. It is against this backdrop that Baby Satisfaction programs have been introduced with an emphasis being placed on the well being of the baby, right from birth to the stage whereby it develops into a toddler.In most cases, these institutions have retracted their child medical programs to include the conception stage also. Hospitals that are centered towards Baby Satisfaction are primarily geared towards making sure that the health, emotional and physical welfare are all catered for in an adequate manner. This paper tackles the concept and practice of Baby Satisfaction. Introduct ion Baby Satisfaction is a child medical services program that seeks to ensure that the new born has emotional conditions, physical settings and a healthy environment surrounding it.However, modern day trends have made comprehensive measures so as to ensure that even the prenatal care and conditions of the baby are also looked at altogether. Baby Satisfaction type of care ensures that there are no cases of child theft, mishandling or neglect. At the same time, the measure to detect the slightest health related anomaly is also carried out so as to ward off any danger by medical intervention. It shall therefore be seen how Baby Satisfaction improves the quality and longevity of the new born’s life.Conclusion It is therefore important to note that the ameliorations that have come up in the new born child medical healthcare due to the adoption of Baby Satisfaction are too magnanimous to be ignored. It is thus important that the US government ensures that the program realizes enou gh funding for the efficient running of Baby Satisfaction. The gain that the government will have accrued is that it will have extirpated infant mortality rates. Article Summaries Article 1 Christiaens, W. , Gouwy, A., and Bracke, P. (2007). Home and Hospital Satisfaction on Childbirth. A cross-national comparison. Ghent: Ghent University Press. http://www. pubmedcentral. nih. gov/articlerender. fcgi? artid=1939703 The importance of this journal is that it spells out the roles that are to be played by nurses in ensuring the physical and health safety of the new born child. This means that the journal is very resourceful in acquainting the nurse with the roles and duties that she is to play towards the well being of the child.The dispensation of the information that is provided by Christiaens Gouwy and Bracke is therefore also instrumental in abating cases of disputes touching on the dereliction of duties on the side of the nurse. The gravity of such like cases has seen the disappear ance or the death of a new born in hospitals and other health care institutions. Article 2 Johnson, K. (2005). Baby Satisfaction: Professional Roles of Midwives. Ottawa: Public Health Agency of Canada. http://www. bmj. com/cgi/content/full/330/7505/1416? etocThe uniqueness of this journal is based on the fact that it does delve into the â€Å"how†, as far as the provision of the New Baby Satisfaction is concerned. The illustrious and simplified means by which the service are to be followed come in handy, as even the apprentice in nursing and midwifery can even follow them step by step to the latter. The book is also important to the healthcare institutions that provide Baby Satisfaction since it delves on the need and the means of creating felicity conditions for the Baby Satisfaction services to be said to exist and fully operational.Article 3 Kristen, C. (2007). A new Generation of Nurses: An Emergency Nursing Journal. Branford: Branford Press. Vol 30. Issue no. 3. 206-211. http://linkinghub. elsevier. com/retrieve/pii/S0099176704001746 Kristen in this journal provides very instrumental information of matters that touch on Baby Satisfaction and Safety. Very pivotal matters such as hygiene, the protocol that is to be observed, the rights of the mother and the child versus that of the nurse and other medical practitioners, are discussed to a reasonable length.All these information is important since Kristen wrote this journal with an overall intention of warding off cases of infant mortality, still births, loss of new born children in hospitals, overstepping of another officer’s mandate, and pertinent legal issues that may spring out of all these topics that have been discussed. This is why the journal is important to this study. References Christiaens, W. , Gouwy, A. , and Bracke, P. (2007). Home and Hospital Satisfaction on Childbirth.A cross-national comparison. Ghent: Ghent University Press. http://www. pubmedcentral. nih. gov/articlerender. fcgi? artid=1939703 Johnson, K. (2005). Baby Satisfaction: Professional Roles of Midwives. Ottawa: Public Health Agency of Canada. http://www. bmj. com/cgi/content/full/330/7505/1416? etoc Kristen, C. (2007). A new Generation of Nurses: An Emergency Nursing Journal. Branford: Branford Press. Vol 30. Issue no. 3. 206-211. http://linkinghub. elsevier. com/retrieve/pii/S0099176704001746