Comic Essay Example | Topics and Well Written Essays - 2500 words

Comic - Essay Example (2004) Hopefully this paper will meet the objective of demonstrating a growing understanding of what the reading, viewing and interpretation of comics and -more specific to our topic- bande dessine, really means, as well as some of the techniques that are involved in both the creation and appreciation of two francophone comics in particular: L'autoroute du Soleil by Baru and L'annee Derniere by Phillip Dupuy. Bande Dessine (BD) or francophone "drawn strips" -a term preferred by BD authors and scholars as opposed to "comic strips", which they sustain would imply limitation of subject-matter to the comical (Wikipedia, 2005)- is also known as the Ninth Art or le neuvime art. Two important, award-winning exponents of the ninth art are Baru (born Herv Barulea, 1947, France) and Phillipe Dupuy (born 1960, France). Baru works by himself, serving as both the writer and artist of his strips and albums (works over 60 pages in length). He began by drawing on his experiences from his teenage years and travels in the 1960's. His debut came in 1982, when he got published in Pilote, but it wasn't until 1995 that his 400+ page album, L'Autoroute du Soleil (The Highway of the Sun), considered his breakthrough work, allowed him to gain exposure to larger audiences (Comiclopedia, 2005). In contrast, almost from the start of his career, Dupuy has worked as part of the duo known as Berberian-Dupuy (often mistaken for a single person bearing a sophisticated, hyphenated surname but actually the simple combination of the surnames of Charles Berberian and Phillipe Dupuy). Dupuy had begun his career working for several different BD magazines over a three-year period, but when he met Berberian there was immediate synergy and from then on it has been a partnership, if not made in heaven, at least made for the delight of BD fans around the world. L'Autoroute du Soleil This lengthy album was a result of the experimental work of the Japanese-cartoon, or manga, publishing house, Kodansha, consisting of commissioning certain authors from the Occidental world to create comics for readers in Japan. It made its debut on the Japanese comics scene as a series of instalments in the weekly magazine entitled Morning, whose target audience was comprised of 20- to 30-year-old males. It is a black and white comic or "graphic novel"1, vibrant and stark at the same time, that is representative of the beginnings of la nouvelle manga, an ongoing project of some comics authors and publishers to mesh the Japanese manga with the French bande dessine.2 This groundbreaking work reunited the two worlds in a big way, while preserving some of the main traits of Baru's work: his inclusion of daily-life events, the protagonism of youthful characters, use of the anecdotal, and anti-racism statements (Serrano, 2003) often disguised in metaphor. The drawings are dynamic and the

IMC Plan Essay Example for Free

IMC Plan Essay Executive summary The strategy of this IMC plan is to extend Abercrombie Fitch target audience, young generation, to the senior segment; the reason by doing this strategy is because there are more potential customer that haven’t been discover yet, so if we can reach to those people, the brand can expand its market and gain more profit. Furthermore, the current image that AF holds in people mind might be a brand that provides casual luxury products or a brand that is only for young people, but if the brand can have the opportunity to upgrade its image to compare with those high-end brands, the brand value will increase dramatically. And so by, we must add the element of maturity into our brand image and appeal senior customer to purchase our product. In order to carry out this strategy, this IMC plan will use different marketing communication tools such as product placement, event marketing, advertising and public relationship to accomplish this goal. Eventually, after execute this new strategy for AF, more and more senior will consider AF is a brand not just for teens but also for them. Business situation review * Brand introduction: Abercrombie Fitch, also known as AF, is a renowned worldwide fashion brand that provides people the sense of causal luxury; it has a variety of product from the shoes that you wear on foot to the hat wear on the top, even fragrance and those exquisite accessories you can buy one at the store as well. Nowadays, AF has more than 300 branches within the U.S, and several stores around the world. The reason why AF is so popular recently is because the style of the product is unique and modern; furthermore, the products also possess high quality as well. Additionally, another reason that AF has such high popularity is because the affordable price, take the T-shit for instance, the average price is 25 to 30 dollars, if we compare AF to those famous brand such as Armani, Ralph Lauren, Calvin Klein, we can find out the price that AF stands is much friendly than the others. * Target market: The main market of AF is target at those young adults, from the age 18 to 25, different nationalities, color and characteristic, and those people who love fancy stuff but can’t afford extremely expensive brand. One of the things that AF attract people is the image that displays the personality of vivid, young but a great sense of mature. Many people might consider a brand that is for young population as premature, the massage that, however, convey from AF is the sense of fashion and the high-class feeling. Furthermore, due to the affordable price, young adult Can have the ability to buy such a brand that provides the sense of fashion and distinguish themselves among others. * Competitive Among the retail-clothing industry, there are various of brand that possess almost the same brand image as AF, but the reason why AF still can distinguish from those brand is because the unique brand equity that it stands. Therefore, although there are some attributes that similar with AF, we still can scrutinize into those nuance and seek out some different between each others, and that’s quite important to execute before doing our own IMC plan. Therefore, those brand listed below are similar with AF, and all in the same category. 1. HM HM (Hennes Mauritz AB) is an international fashion brand, which comes from Swedish. The target market of HM is for men, women, teenagers and children, and those people who love fashion products. The feature of this retail-clothing company is to provide fast-produce product that provides consumer the fast pace of trend, it means that the time from the design process to the product been displayed in the store is short. Because of that, consumer can enjoy those fashion products at the very first hand. The company has more than two thousand chain store around the world. Meanwhile, HM often co-branding with other fashion designer such as MARNI, VERSACEï ¼Å' LANVINï ¼Å'JIMMY CHOOï ¼Å'ROBERTO CAVALLI, etc. This strategy makes the product more valuable than before, and triggers the collecting enthusiasm among those consumers. 2. ZARA ZARA is one of the most famous fast-fashion brands in the world now, it owns by Inditex Group, a giant Spanish closing retail company. The company claims it only takes two week from producing a new product to any chain store. One of the marketing strategies that ZARA possess is that they don’t execute any commercial advertisement, instead of doing that; they transfer the capital to set up another branch. The target audience is those people prefer enjoying fast pace fashion product, and want to be distinguishes from other people. 3. Forever 21 Forever 21 is a fashion brand that from the U.S., and it has many branches in major cities around the world. The brand offers trendy clothing and accessories to those people who love exquisite product, especially the female market. The price position that the brand stands is quite friendly compare with those high-end fashion brands such as Armani, Gucci, LV, etc. 4. GAP GAP is a brand that owned by The Gap, Inc., an American clothing and accessories retailer. The target market that the brand focus at the first place is only on blue jeans and T-shit, but later the brand expands its product category to suit the needs of men, women and children. The personality of GAP is more general than those others brand such as HF, AF, Forever 21, and the spectrum of age for using GAP’s product is much broader as well. * SWOT analysis for AF STRENGTHS: 1. Acceptable price The price strategy is a very essential factor that determines the brand position. One thing that makes AF so popular is the affordable price; more people can enjoy certain level of luxury or fashion based on a friendly price. Because of the affordable price, fashion is not a privilege hold by those rich people. Take the price of a pair of jeans for instance; compare with a 190 dollars jean that DIESEL sale, the price of the jeans that AF is only around 70 dollars. Therefore, the friendly price is a factor that can strengthen this brand, and make more people interest in it. 2. Specific market audience Abercrombie Fitch creates a very specific target segment that helps the brand to focus on certain consume. The target audience consists of various people, but the most important factor is all about the young generation. Meanwhile, due to the specific marketing segment, the brand can come out with more specific strategy that makes them easier to reach through the consumer. 3. Strong distribution strategy There are several ways for AF to distribute its product; the first one is the brick and mortar store, such as those stores inside Macy’s. Second, the consumer can purchase the product online due to its own online store, allowing those busy people to shop instead going to the store. Meanwhile, some times there are some special promotion only carries out on the online store. 4. Unique atmosphere for shopping in store The atmosphere within the store provides consumer a really pleasant circumstance to shop, moreover, the unique decoration and the aura makes the brand distinguish from the others. 5. Stylish design The image that shows on AF’s product is simple but stylish. However, maybe there are fewer picture or character on the product, but the design that shows on all product convey a sense of modern and fashion, and that’s the reason so many people get appeal on this amazing brand. WEAKNESS: 1. Few branch chain store in the Asia and Europe market The number of the chain store within Asia and Europe market is way below the number in the U.S. First of all, during the past ten years, the closing market in Asia has growing extremely, and due to AF is an international fashion brand, the distribution strategy should emphasize on this booming area more in order to generate more profit and enhance the brand awareness and loyalty. Furthermore, when talk to fashion; the first place that pops out in your mind will definitely be Europe, such as London, Milan, Paris, etc. Thus, in order to strengthen AF fashion image, letting more people aware of this brand is necessary. 2. Provoking image In order to make the advertisement more attractable; AF usually use the idea of sex to appeal consumer. Lots of advertisement or picture imply some kind of sexual implication that some times makes people feel unpleasant especially those conservative. 3. Untruthful information via on-line advertising When AF is doing some kind of promotion via the on-line store, some time the information is not clear and not congruent with the information that they promoted in the brick and mortar store. 4. Similar design concept with the competitor Some time is a little bit hard to distinguish AF’s product from those competitor, not because the design but also the attributes of the brans parity, especially when the target audience is similar with each other THREATS: 1. Losing senior market Because the target market that AF holds is focus on the young generation, therefore, senior might not consider AF as the brand when they want to shop for garment. 2. Generate negative brand image The advertisement that AF usually conduct is by using sexual appeals to attract people, or using macho male or sexy female to enamor consumer. This, however, tactic might creates some negative feeling among the brand, the consumer; especially those parents might deems AF as a bran which is not ethical. 3. Losing market share due to brand parity There are several brands that possess similar product or design with AF. Therefore, how to distinguish each other will be the most important things that the brand needs to take into consider. Otherwise, the consumer can’t recognize the difference between AF and the others. 4. Losing market share due to few chain store oversea There are over 300 stores within the U.S, but just couple branches in the international market. In comparison with AF, many brand expand their chain store all over the world, letting more people enjoy the pleasure of shopping their products, such as HM, ZARA, GAP, etc. The sake of setting branches around the world is not just generate company’s revenue but also build up brand awareness in people’s mind, forcing people to familiar with the brand image and strengthen the brand loyalty. OPPORTUNITIES: There are many possible opportunities that AF can deal with, and each opportunity can set up different positive consequence that will provides somewhat benefit to AF and give the brand various direction to manage their strategy and fulfill the mission they possess such as adding the â€Å"Green† concept to the product, offer free modification among all pants, enhance the on-line system that gives more access for customer to shop or some special event like Issuing limited products. However, within this IMC plan for Abercrombie Fitch, the main idea that I want to express the most is the target market exist some certain possibility to generate more profit or brand awareness by playing more attention on those seniors. Based upon this idea, there are several opportunities that we can follow: 1. Make AF more suitable to senior by redesign the products The reason that redesign the product can appeal more senior customer is due to the style or graphic that display on the product might be deemed premature by those senior. Therefore, if the brand can place more effort on designing the right style senior likes, the brand can expand its target market to a higher level. 2. Change the stereotype that AF is a brand for young generation In the mind of people who love fashion product, AF always be considered as a brand for young people, not because the product itself, but also the image that the commercial present to the public. Thus, AF should dedicate more on the image, the image that convey more maturity. As a result, it will attract more senior customer to purchase AF’s product. 3. Positioning AF as a brand to senior Abercrombie Fitch can be the brand that provides not just the casual feeling but also the high level of exquisite perception. Expanding the product category to more mature product might be a way to strengthen the image of maturity. Meanwhile, AF can make itself be seemed as the level of those high level fashion brand such as Gucci, LV, PRADA, etc. This move will give the massage to the consumer that AF can also suit the need of their desire for the product that is fashion and also possess the personality of mature. Marketing objective According to the 2010 Form 10-k, Abercrombie Fitch Co. provided by the U.S. Securities and Exchange Commission, the revenue of AF is $ 3.469 billion, and it’s getting better compare with those previous years. In order to, however, make the company generate more profit and brand loyalty, we must scrutinize into those potential opportunities and carry out the best one, therefore, the marketing objective within this IMC plan is that Abercrombie Fitch will increase the revenue and develop more potential customer from expand the target market which is from the young generation to those senior consumer, by three years later. As we know, the target customer for AF is focus on those young generations, especially from the age 18 to 25. Thus, by extending the target audience, AF can attract more potential customer and gain more profit. 1. Product Within this IMC plan, we are not selling any particular products or item but rather the brand or any products that associated with AF. The idea of this plan is to expand the age segment in order to attract more senior customer than before. Therefore, how to make the products appealed to those older customers is the concept that me need to take into account, in addition, putting more mature element in the design process will give the final product a sense of maturity and a bit more fashion. Thus, the marketing objective at this part will be adding more mature flavor to the product and strengthen the product image to a high level that indicate the sense of maturity. After the fulfillment of this objective, Abercrombie Fitch will not just the brand only focus on young people but also justify the reason why the brand suit the senior as well. 2. Price Sometimes the price is the hardest part to decide in the process of setting objectives. Different brand price range from cheap to outrageous high, one of the reason that why AF is so popular is due to the affordable price, the price that most of the people can afford it. However, affordable price is not equal with the normal quality, adding value to the price, make the price value beyond the price itself. There is several ways to accomplish this concept such as providing a higher quality of customer service in order to enhance the relationship between both sides, or strengthen the brand image by making people believe AF is a brand that provides high quality merchandise. Eventually, the goal is to convince consumer the value of the price is way beyond the actual one. 3. Place Most of the time when shopping in the store, it’s obviously that the majority of customers are teenager, and one of the reason might be the environment is designed to attract the target market (young people), therefore, all the decoration or the aura inside the store is more like a young generation style, such as the picture on the wall usually are those macho men and sexy female; the perfume inside the store is so strong that you can smell it after you leave the store and the light is a little bit gloomy that some time make people feel dizzy. As a result, all the reason that I mentioned above might be the causes that hesitate senior to shop in the store. Therefore, the marketing object of this part is to create a better and comfortable environment for senior. Meanwhile, it’s important not just to provide a suitable circumstance to shop but also an understandable way to reach through. 4. Promotion One of the problem that we need to solve with the promotion is to break through the generation gap, this gap might seems nothing seemingly, but it sure does matter the way that the promotion take place. The reason that I mention it is because the way senior see through the promotion process is totally different than young people, therefore, the marketing objective is to concentrate on the meaning of the promotion, providing information that will attract senior customer to the store and also form the knowledge that AF is a brand not just for kids but also for adult. As a result, by using the proper promotion, AF can attract more people to generate more reputation, and boost the revenue as well. The central strategic idea Among those fashion brands, AF is the one that focus on the casual luxury segment, many people willing to buy its product due to the quality product and the fashion brand image, because of that, AF become one of the most popular apparel brand among the world nowadays. However, when talking about the position that AF stands, most of the people will consider AF as a brand that only suit for young people, most of the product that display in the store are hoody, T-shirt or jeans, those product usually deem as for children, but that is only the stereotype among all of us, if AF can attract more people that is older to purchase the product, the image will eventually change, and the brand will be widely consider as a mature brand such as Ralph Lauran, Tommy or Calvin Klein. As far as I’m concerned, the reason why I think expand the target market from young people to senior is a proper strategy for Abercrombie Fitch is because there still exist a great amount of potential customer th at can bring a huge profit to AF; having a bunch of young loyalty customer is not enough, the best way to build up a phenomenal reputation is to provide service to both junior and senior, make the brand broadly acceptable. Furthermore, when talk to those renowned brands such as LV, Gucci, Armani, we won’t consider them as a premature brand or a bran that is only suit for young generation or some certain group but a brand that provides high quality of exquisite product. The purpose of this strategic idea is not putting Abercrombie Fitch at the same position as those fashion brands that I mentioned above. The reason of this strategy is to elevate the brand to a higher level that provide the mature feeling that can attract senior customer, meanwhile, when more and more senior customer enjoy AF’s products, the brand image will become more solid and convince people that AF is a brand that not only suit for teens but also for adults. However, before starting this strategic idea, there are several thing that we need to reconsider, such as the communication situation, how’s the current communication channel looks like? What’s the tactic that Abercrombie Fitch utilized to reach through customer? Is the current tactic suit for our new customer? Those questions are the one we need to elaborated, and come out with a more specific plan that can appeal more people, especially senior, to purchase our product. Furthermore, we have to redefine our customer, make sure me know the attributes of their shopping behavior or even the style that those senior prefer, this effort will give us the knowledge to know our customer deeper and better. Communication situation analysis According to this strategic plan for Abercrombie Fitch, the main problem for senior to shop for AF’s product is the wrong cognition that the brand is only suit for young people, and because of this reason, most of the senior will rather choice other brand that will provides them the sense of maturity and possess the fashion feeling at the same time. Therefore, based on this obstacle, we need to convey the right information to the right person. Thus, the information must be via the right channel and the massage must be tailor to match what seniors needs. Nowadays, most of the information exposed through different media, and it’s easy for people to see. However, there is no such a No.1 option, different media has its own function, it can’t just apply to every one’s need. For AF, we can grab the message from various ways, such as the commercial lunched on the TV, the picture issued inside the magazines, the image display on the giant billboard, the store that we shop on-line or even the massage within the store. Those channels all can make a very well impression on us; therefore, the detail inside those channels will be the key factor to change people’s attitude. Take the magazine for example, in order to appeal senior customer, the picture inside the magazine can’t just use young people as model, it has to show some grownup that is mature enough to bring out the specific feeling. Target audience analysis When speak to Abercrombie Fitch, the first image or feeling that pop out consumers’ mind is the perception of vitality and youth, thus, the target audience for AF is focus on those young generations from the age18 to 25. Meanwhile, except the age, there are several attributes that possessed by those people, such as the tendency of collecting fashion products, or owning the ability to purchase fashion items to make themselves looks better. However, based upon the new marketing strategy, the final goal is to extend the age segment and bring more senior customer to this market, therefore, the new target audience among this marketing plan is the age from 30 to 50 and possess the following characteristics: 1. Self-Independent on the economic status Generally speaking, most of the young customers can’t afford to purchase a great amount of products at the same time because they are not self-independent on the economic status; they still rely on parents’ income to supply their daily cost, and subject to parents’ order. However, if the target audience is focus on those seniors who have a greater power of consumption than those youth, they can purchase more products and make the purchase decision by their own. Moreover, due to this customer characteristic, there will be more consumption either inside the store or the on-line purchase, and the revenue will have a sharp increase as well. 2. Live in the urban area There are several good parts that benefits the customer that live in the urban area, the first one is the people can have more access to purchase AF’s product. Although the Internet is so popular now, we can even purchase the product at the on-line store just for a click, but we still can’t have the virtual contact with the products. For customers, sometime is better for them to see the product by itself and give the product a try to make sure whether the item fits the person or not. Furthermore, most of the population lives in the urban area, and the majority of AF’s store locates at the central of the city. Therefore, the people lives in the city can have more opportunity and convenience to reach its products. Second, the latest trend and fashion info often starts from the urban area; the people lives inside the city can gain the first-hand information about the latest fashion trend. 3. Care about personal image No matter male or female, the target audience must have somewhat narcissism in her or his personality. They believe that wearing good-looking cloth and the right brand can creates the sense of confidence, and that’s the reason why they choice AF to be the brand they want. 4. Interesting in the fashion domain People who love fashion tend to pay more focus on the apparel industry, because there is a strong connection between each other. Every time there is a new product release or a product co-branding with a famous designer, the person will follow the news and try to participate in the event, and there’s a high percentage that the person will purchase the product. Positioning strategy analysis Positioning Statement: Among all the people from age 30 to 50, who love fashion products and enjoy wearing casual luxury apparel (Target audience) Abercrombie Fitch (Product/Service name) Is one of the most famous causal-luxury apparel brands in the fashion industry (Competitive set) That performs confidence, vitality and uniqueness to customer (Benefits proposition) Because of the high quality product and the stylish design (Product support) 1. Target audience In the positioning statement, the target audience is not just for those young people but also focus more on the senior market. Based on the Strategic idea of this IMC plan, the perfect age group is from 30 to 50, because they possess several preponderance such as having a job and a more stable income than those young people, thus, they have more opportunity to purchase AF’s products. Moreover, seniors usually have a better taste on closing than juniors, therefore, if AF can make those seniors become its loyalty customer, it can transfer the image that the brand is not just for young people but also for those mature adults. 2. Product/Service name According to this IMC plan, there are no specific products that the company wants to promote or use as a strategy to boost the sale. Our mission is to promote Abercrombie Fitch ‘s name and appeal senior customer to use our product. Therefore, the goal of this plan is to redress the image and promote the concept that the bran is more likely for senior. 3. Competitive set For Abercrombie Fitch, our competitive set is not just in the apparel business, but also the whole fashion industry. The products for AF are miscellaneous, so that’s the reason why AF can compete with different kinds of fashion brands. Furthermore, because the brand has already well known by the public, so they don’t have to put extra effort on creating brand awareness. 4. Benefits proposition The people who wear AF cloth or use any of its products can feel a sense of fashion and confidence due to its unique position in the market. The feeling that elicit from the product can be somewhat energetic and mature, and that’s the feeling, which appeal to most of the consumer to purchase its product. Meanwhile, based on the new strategy, we want customers to have a different experience than before by means of a much mature image that can persuade senior to get involve in it. 5. Product support The reason why AF is so popular around the word is because the stylish design and the unique image that convey to the world. Those apparels or products that design by AF are usually simple but modern; there is no fancy figure or glary color on it. Therefore, the brand is easy to distinguished from the other competitors, and also that’s the reason why I think the strategy to expand the age segment to a higher level is feasible, because usually the more simple trait that the product possess, the more easy for the product to be considered mature, and that’s the thing our new potential customer wants. Communication objectives and strategies Although there are various brands within the fashion industry, different people choice the brand that suit them the most, sometime is based on status, some time is based on personal taste; however, the reason why so many people, especially teenagers, appealed by AF is owing to its stylish design and vigorous image. However, the problem of this IMC plan is how to get seniors involve in this brand and turn them to up hold AF’s products. Thus, the communication object is to send the massage to the target audience and boost the revenue by convincing people that the brand is not just for teens but also will be the best choice for seniors to purchase when they need closing. In order to accomplish the communication objective, there are several strategies that listed below: 1. To create a suitable environment for senior to visit AF stores In order to fulfill this strategy, we must conduct some research to realize what’s the key element that triggers senior to shop and what’s the condition that make them feel comfortable while they doing purchase. The reason for doing this strategy is because the current environment is designed to attract young consumer, therefore, in order to attract senior customer, the company must figure out the best shopping environment to appeal them to come. 2. Promote the idea that Abercrombie Fitch is a brand for senior Refresh the original image of AF and put the sense of maturity into the brand whereby senior feels like this special brand is for them. In order to execute this strategy, we must use different marketing tools and various mediums to accomplish this mission. More details will be illustrated in the last part of this IMC plan. 3. Move Abercrombie Fitch’s image up to those high-end fashion brand such as Calvin Klein and Ralph Lauran. The purpose of this strategy is to let people build the connection for AF to those high-end brands in order to increase the brand value. By strengthen the brand value, more people, especially senior, will consider AF as a phenomenal brand to purchase. Program of tactics and executions With regard to this IMC plan, there are various tools to accomplish this mission; different tactic has its own advantage so we need to slice them together then maximize the great amount of benefit from it. There are so many disciplines such as advertising, personal selling, PR, etc. Therefore, sometimes we just can’t use them all; we have to select some of the most effective ways to conduct the strategy that we came out with. And so by, according to this plan, several tactics will be elaborated in the following paragraph: 1. Product placement The reason why this alternative marketing tactic is a great choice for this strategy is because by using this method, not just the product of A F can expose to the customer but also the image. When the products display inside a movie or commercial, the audience will have a chance to see and have the perception of it. Meanwhile, this tactic has been so popular for quite a long time and most of the company considers this tactic as a great ways to promote their brand or product, so the potential influence on customer is quite huge. Therefore, based on our strategy, we will expose our product or our brand image to the public, but we need to place it in the right place and person. We will execute our plan by putting AF’s products or logo on senior who take part in the movie or commercial, the reason why we are doing this is because we want the customer who is in front of the TV or computer to deem the brand is looking good on those people. Generally, we seldom saw A F’s product wearing on senior among any program, so that’s the notion we want to convey to people. Furthermore, in order to illustrate more specifically, we will choice certain people or program to expose our brand image, take the actor for instance, when choosing the people to wear our product, we might consider senior more than young guys, the actor such as Gorge Clooney or Sarah Jessica Parker will be the best candidate for translate the new image of maturity to people. In addition, we must pick the right movie or TV program to place our brand into it, because some time if the movie or program is for teens or children, the purpose of this action will be not successfully accomplished. 2. Advertising There are various ways in advertising, each of one has it own advantage, however, in this case, there will be only few channel that appropriate to accomplish this goal, such as: * Television In nowadays, people can get a slew of information from TV, and it is also the best way to create awareness. According to this channel, the best way to convey the information that the brans is not only suit for young people but also adults as well is to launch a commercial that carry the image of senior wearing A F product and shows how confidence they can be just because the brand can bring the sense of fashion and maturity. When people, especially seniors, see the commercial frequently, they will gradually change the original brand image in their mind. * Magazine There are tons of different magazine in the field now and it has possess several advantage such as high marketing segment, longer attention to ads, high color quality, etc. We, however, can’t put our advertisement in all of them, we must be specific, choosing the right one that can reach the right person, therefore, according to the strategy, the target magazine will definitely be those fashion one such as Elle, Ebony, Vogue, People and FHM. Furthermore, in order to promote the perception of mature and professional, those famous magazine such as TIME, Economist, ADWEEK will also be taken into consider. Take TIME for example; in order to give the audience an explicit impression, we might consider buying a whole page for our ad, thus, once the reader start to read, the image of our brand will unfold in front of them. * Outdoor The place that can display the ads are not just in the TV or magazine, there are many places we can use in the public area to show our brand image and product advertisement, such as the giant billboard out side, the bus stop next to your house, even on the public transportation can have a space to make advertising. Therefore, we will display our brand image in those places that people gather the most; make sure our exposure can reach people as much as possible. To make this tactic more specific, A F will runs this method by putting out senior celebrity image such as Gorge Clooney; the image of him will mostly convince people that AF is a brand that fits on senior and it looks good as well. 3. Public Relations In the tactic of PR, our goal is to build the right image we want, and let people feel positive that this new brand image is positive. Therefore, by using all the tools of PR such as the news release, annual report, news conference etc. we want people to know the brand is extending its image to a higher level, and will provides customer a better feeling that will appeals to those senior customer. To execute this strategy by using PR, we might have to combine different tactic to maximize the outcome. For instance, in order to spread the new image out, we might need to set up some event or co-branding with the others. And so by, we might need to set up a news conference or launch a press release to run our story to the public. In addition, one of the functions of PR is to create positive image and strengthen company’s reputation, so by sponsoring special event such as the Oscar ceremony, LPG golf tour and the Grand slam series; the image of AF will be seen not just a brand that provides causal luxury apparel, but also a brand that possess high-end perception and the sense of maturity. Furthermore, in order to let people understand the reason why the company comes up with this idea, and to convince senior to use its product; the company can release some article that is relevant to this topic, getting people familiar with the new idea. 4. Celebrity Endorsement By using well-known people to promote its product can make the brand image more clear and gain more attention. In order to make our brand shine and bright among the public, the company is imperative to choose the right person for endorse its product, several condition such as the person need to have a positive image that well accepted by the public, the person’s personality needs to match with the brand or the product; otherwise, people will think the brand has no connection with the person, and that will make the credibility decline. So, in order to fulfill the condition and match the strategy we set up, we will invite celebrity such as Gorge Clooney, Brad Pitt, and Robert Downey Jr. to be our spokesman; and by using their mature charisma, more people will convert their first image of AF and turn in to the perception as the strategy we wanted. 5. Event marketing In order to promote the strategy and boost the sale, we can create several events to accomplish this goal; more detail will be elaborated in the following paragraph: * The â€Å"A† membership To create loyalty customer and reward them for their purchase, we will conduct a membership program that give them the benefit as a return. The program will run first with applying our membership card and join the AF club; after applying, every time when they purchase a certain amount of money, they can get some credit, and after collecting enough credit, the person can enjoy a perpetual 30% discount on every purchase afterward. Moreover, the person who gets a perpetual membership can receive a 100 dollars gift card on his or her every birthday. * The â€Å" I want to fly fashion† event In order to strengthen the function of our perpetual membership, we will co-brand with United Airline and American Express; every time when you take a flight with United Airline or purchase product from AF by using American Express, the person can receive bonus from it, and can use the bonus to purchase flight ticket or products within A F store. Conclusion Nowadays, Abercrombie Fitch is one of the most famous fashion brand in the world, the brand has it own unique image and special value, the trend of buying its product is not just happen in the State but also around the world. However, besides the current situation, the company has more opportunity to enhance its brand equity by expanding the customer segment to a higher level. In order to make the brand more accepted by senior, we must create another image that can appeal to them, make them feel the brand is not just for cool teenagers but also for mature adults. Therefore, the strategy of extending target customer to the senior segment can bring more profit to the company and form a new brand image, providing customer another high- end brand to shop and make them feel special.

Why Shakespeare Created Falstaff in Henry IV Essay -- William Shakespe

The character Sir John Falstaff played a crucial part in Shakespeare's Henry IV. Falstaff portrayed a side of life that was both brutal and harsh. This was important because, as Falstaff was, all the other main characters in the play were Nobles. Unlike Falstaff, the other nobles in the play acted as nobles. Falstaff, on the other hand acted more like the lower class people. In doing this he portrayed the thoughts and feelings of the lower class people. As he portrayed the lower class people, Falstaff brought the reader to think about the difference between a noble and lower class people. This was because Falstaff contrasted well with the nobles and brought out new aspects of the themes that Shakespeare experienced during his life. Some of these views brought out be Falstaff were quite harsh, in comparison to the accepted views of the time. To help balance the harshness of his views, Falstaff was very good natured and invoked laughter in the reader. Falstaff made life exciting for Prince Harry, and he was fun to be around. His character is in sharp contrast with the nobility which will be Harry's companions at court when he becomes King, and seems to be quite dishonest by comparison. However, in some ways, he is truer than any of the noblemen, because he is quite person concerning his own self interest. It is not that he does not lie. He does, in the last scene of Act II, when he tells about how he and his companions were robbed by other highwaymen after capturing their prize, "All! I know not what you call all, but if I fought not with fifty of them, I am a bunch of radish: if there were not two or three and fifty upon poor old Jack, then am I no two-legged creature." Harry and Poins were, of course, the robbers who fell on the... ... know. Sir John may have "bab- bled, of green fields", he certainly babbled of some other things. At last the end came. "'A . . . went away and it had been any christom child ", went to "Arthur's bosom, if," as the Hostess truthfully adds, "If ever man went to Arthur's bosom." Falstaff is a central element in the two parts of Henry IV, he is supports the structure of the play. Yet he does seem to be a mainly fun maker, a character whom we laugh with and laugh at. The perfect example for this was the fat knight's account of the double robbery at Gadshill. The part of plump Jack is joyously expanded and diversified, for the delight of men and the glory of, Shakespeare. It is plain that the role of Sir John is not restricted to what is indispensable to Shakespeare's main purpose. Falstaff lies at the very foundation of these plays, that it is a structural necessity.

Peer Pressure Essay

Peer pressure persuades one to do something that one does not want to do. But maybe you want to do it, and you just don’t have the courage to do it and your friends talk you into it. Peer Pressure can be good peer pressure or bad peer pressure. Bad peer pressure makes one do something that one does not want to do. One of the major problems with peer pressure is that one is forced into doing something one does not want to do. Usually, people get backed into a situation to try illegal drugs, alcohol, and cigarettes and these behaviors can become habit forming . If and when someone comes up and offers you one of these substances, it is your decision whether you want to try or continue to use these substances.. Good peer pressure, on the other hand, is being pushed into something that you didn’t have the courage to do or just didn’t cross your mind to do. It seems to me like a good thing to do. Good peer pressure can also be a situation when our friends convince us not to do something we were going to do because it wasn’t in our best interest. Some people say that good peer pressure is when you get pushed into something that you don’t want to do , but it turns out well. When we have to make these big decisions, it is important to think before deciding. We must think about whether we want to do it, think about whether you should, and finally think about the consequences. These are the important things we must do before taking any big decision. If the person advises us is not our friend, we must really consider what he wants us to do. When we think of peer pressure we always think of it in terms of â€Å"bad†. We think of peer pressure in terms of pressure to; smoke, do illicit drugs, drink alcohol, engage in criminal and quasi-criminal behaviour, do violence, join gangs, etc†¦ We rarely think of the many â€Å"good† ways that peer pressure can influence us – and neither do the parents of teens! In fact it is essential to proper social development that we do learn to â€Å"follow the crowd†. This is how we learn acceptable social norms; that is, how we are expected to act in the world in order to be good people. The difference between good peer pressure and bad peer pressure can be summed up in a simple comparison – when it is good, you are a member of the crowd; when it is bad, you are part of a mob. If peer pressure is telling you to do something without questioning why, to do something you know is wrong, or to do something you feel uncomfortable doing it is safe to say this is bad. This is the kind of behaviour that leads to a â€Å"mob mentality†, that is when the group is acting as one and no one seems to be thinking about consequences or outcome. If peer pressure is telling you to act in a generally appropriate way, to do the right thing when you may not otherwise, or to do more good than harm it is safe to say this is good. Peer pressure help you analyze yourself and contemplate on your ways of life. If you are fortunate to get a good peer group, your peers can play a vital role in the shaping of your personality. Their way of looking at life may influence you to change for betterment. Some of your peers are your close friends, who do not pressurize you to do things but rather inspire you to change yourself. Your peer group may actually persuade you to bring about a constructive change in your personality. Peer pressure can lead you to make the right choices in life. Thus peer pressure is more beneficial than harmful.

Bruce Dawe Poem Essay

Good morning/afternoon everyone. I am sure that many of you will agree with me, after studying and discussing in class war poetry, that war is destructive; it destroys properties and lives. It is also the meaning if not dehumanizing as Owen in his ‘Dulce et Decorum Est' has pointed out. The violence and destructiveness of war reduces men in the battlefield into something less than human; they are stripped of their dignity. Ultimately as Owen points out in his poem, war is senseless or futile. Whatever the reason for going to war, it's not justification enough for the senseless slaughter of young lives. Owen, as you know, has great ability in challenging the responders senses, to experience the horror of war. He allows us to see, to hear, to feel, to smell, even to taste the ugliness of war. Thus we see a group of soldiers trudging the muddy tracks blindly to safety. They are ‘drunk with fatigue' and Owen captures their dehumanization by a series of similes. They are ‘bent double, like old beggars, coughing like hags' and ‘deaf' to the sound and fury of guns and gas shells dropping around them. I still can visualize and hear their panic reaction to the chlorine gas and those who are not quick enough to put on their mask, literally drown in what Owen calls the ‘green sea' and our auditory sense is challenged by the guttering, the choking and the convulsed sobs. You will agree with me for sure, that the image that Owen conjures up of the victim of the chlorine gas is no less than grotesquely horrible. We see the ‘white eyes writhing' in his agony and the convulsions that are followed by the blood that comes gargling out of the victim's ‘froth corrupted lungs. Again a simile is used ‘bitter as the cud of vile,' effectively giving us the ‘awful taste' of the situation. I know of one other poet who also condemns war and who can effectively communicate the horror of war and the senselessness of it, simply by challenging our senses. Kenneth Slessor, like Wilfred Owen, has a strong indictment of war, if Owen's tone in his poem is angry because, for him , ‘Dulce et decorum est, pro patria mori' which since the time of Horace was used by authorities to entice men to fight for their country – it is a big ie. From the images that he conjures in this poem, there is nothing glorious about dying in such an indignified, brutal and senseless way. In contrast, Kenneth Slessor's tone in his ‘Beach Burial' is elegiac; he laments the destructiveness, the dehumanizing effect and the futility of war like Owen, although his anger is tempered and what we get is a tone of frustration, he communicates just as powerfully an antiwar message. His ‘Beach Burial' presents a dramatic situation in which a group of dead sailors floats towards the beach at El Alamein in the Middle East. The dehumanization motif comes almost strikingly because the sailors is at the mercy of the sea, no longer in control of their lives, but subject to the ebb and the flow of the sea. The fact that they are ‘unknown seamen,' a mixture of allied and axis soldiers probably highlights the senselessness of war. A man who takes pity on the dead ‘snatched them from the water' and bury them in burrows along the beach. Clearly, the image portrayed here is one of dehumanization and responders feel great pity for them in realizing that these sailors ultimate protection is to be found within the earth as animals find comfort in the safety of their burrows. Slessor's irony is obvious in the way he describes the situation; ‘Between the sob and clubbing of the gunfire, Someone, it seems, has time for this, To pluck them from the shallows and bury them in burrows And tread the sand upon their nakedness' Our auditory sense is challenged by the words ‘sob' and ‘clubbing' in this line so that we can hear the destruction of war. When Slessor uses the word ‘pluck' to describe the man's action of removing the bodies from the water to be buried, I am reminded of the soldier smothered in gas in Owen's poem being ‘flung' behind a wagon. Both poets certainly capture the unceremonious brutality of war. The futility of war is further highlighted by the man's bewilderment, not knowing what name to write on the crudely made tidewood crosses that he used for each grave. ‘Unknown seaman' is the only thing he can think to write. And, at this point the voice of the poet is clearly mournful, as suggested by the repetition of the word ‘such' and the tone; ‘Written with such perplexity, with such bewildered pity, The words choke as they begin' Certainly there is no glory in either their death or their burial for their memorial, only stresses their anonymity. The ultimate senselessness of it all is captured in the last stanza; ‘Dead seamen, gone in search of the same landfall, Whether as enemies they fought, Or fought with us, or neither, the sand joins them together, Enlisted on the other front' In life these sailor soldiers where able to live together without enmity, but now in death they are peacefully united; they have come from so many lands and end up in the same landfall somewhere on the beach of El Alamein. I believe we should take the message of both Owen and Slessor seriously that war destroys, that it robs us of our human dignity, and that it is ultimately senseless. Both poets have experienced the horror of war, Owen as a lieutenant in the British army in WWI and Slessor as an Australian Official War Correspondent in the Middle East during WWII. If belligerent or war-like world leaders of today study these poems, I am sure the world will be a better place to live in.