Semiotic Analysis of an Advertisement Essay Example

Semiotic Analysis of an Advertisement Paper Semiotics is basically a scientific study that revolves around signs and the actual ways in which these specific signs tend to construct and even reconstruct their basic meanings. The nature of a sign can be simultaneously symbolic, indexical and iconic. In a situation whereby the specific sign is iconic, then it means that the sign must be an excellent representation of the respective signified meaning. An example in this case is a photo or a particular painting of an object. In a situation whereby the sign is indexical, it means that there is a direct relationship between the meaning of the sign the specific object that is being signified. An example in this context is; smoke as an index of fire. Lastly, in a situation whereby there is no direct relationship between the sign of a particular object and the meaning, the sign is known as symbolic. An example in this case is; written language which is accurately symbolic. According to Saussure, a sign is composed of two elements: the signifier and the signified. The signifier is basically the kind of image is visually seen. An example in this case is a painting of a particular object. The Signified is basically a specific mental concept that is mainly conjured up in the minds of receivers when they come into an engagement with the signifier. â€Å"A rose is a symbol of love or passion not because a rose looks like love or passion or even because the flower causes it. It is just that members of some cultures have over the years used the rose in certain circumstances to mean love. The first step for signification is the denotative. This is the actual process of description, recognition and the basic identification. Connotation actually tends to look further into the kind of ways in which things are perceived at higher levels. This is helpful because it assists in enabling one to actually go beyond denotations through analysis and interpretation and the addition of facts to the meaning. This article looks at the semiotic analysis and content a nalysis of advertisements. We will write a custom essay sample on Semiotic Analysis of an Advertisement specifically for you for only $16.38 $13.9/page Order now We will write a custom essay sample on Semiotic Analysis of an Advertisement specifically for you FOR ONLY $16.38 $13.9/page Hire Writer We will write a custom essay sample on Semiotic Analysis of an Advertisement specifically for you FOR ONLY $16.38 $13.9/page Hire Writer To begin with is a semiotic analysis of a specific of advertisements in the semiotic techniques and terms. In addition to the above, analysis will also explore how things the construction for the meaning has been developed. The name of the magazine is Vogue. Through an advertisement process, the product being advertised tends to become a complete representation of all that the reader would desire it to become. What the advertisement clearly does is thus to signify, to represent to us, the object of desire (Williamson 1978, p. 60). The advertisement to be analyzed is taken from a magazine. Most magazines tend to adapt to their own unique slogans which tend to appear on the cover of the magazine. An example, Marie Claire magazines tend to carry within them the slogan â€Å"for women of the world† and the Cleo magazine has also adopted the name ‘she’s smart, she’s sexy, she’s Cleo’. These types of slogans themselves tend to act as signs and mainly connote the qualities and values such as confidence, youth and even sociability. In the contrary the Vogue magazine has not chosen suck kind of a slogan. The basic reason for this could basically be that the name of the magazine is so significant enough that needs no more elaborations to attract the attentions of the public. The dictionary meaning for the word Vogue is fashion; the latest range; popularity and style. In a situation whereby the actual name of a magazine carries such a significant name and positive connotations, it so unlikely that an additional slogan would exist. As a matter of fact, it is through such kind of names like Vogue that the ideal identities of the feminine gender are clearly exposed. It is an important thing to understand that the general â€Å"the function of women’s magazines is to provide readers with a sense of community, comfort and pride in this mythic feminine identity† (Bignell 1997, p. 61). For analytical purposes Louis Vuitton has been chosen as an advertisement. This advert was basically taken from Vogue Australia Magazine (October, 1998). Vogue is one of the women group magazines that basically aim at reaching out to women from the any particular ethnic background, and are of the age of 18 to 35 having money to actually spend on cosmetics and clothes. Vogue Australia is recognized internationally as the beauty and fashion bible. It should also be realized that the magazine is not only being read by the purchasers but by several other readers too. not all the readers will belong to the group of women which the magazine targets, and some readers will be men (Bignell 1997, p. 58). Most of the messages are basically read in along the way by anyone who gets to perceive them. This type of advert basically shows a very immaculately and smartly dressed blonde woman. The next advertisement is of a good arrangement of ladies cosmetics. This includes the beauty products such as lipsticks, body oils and garments for ladies. This is basically contained in the ELLE magazine on the November issue. This is basically an advert that is mainly intended to attract the female gender since all the products in the picture are used by women. The age category of ladies that the advertisement is supposed to reach is between 20 and 55. This is because some of the items on the advert cannot be used by women who have passed the age of 45 such as â€Å"eye shadow- meant to give color to the eye cover of the ladies. This advertisement is majorly focusing on the ladies of the nature of youths. The advertisement is basically located on the beautiful white background to reveal the exact details of the way the beauty products would appear on a woman. The body of the model in the advertisement is actually facing the front with the body a bit twisted in a figure eight manner. The model has high class beauty wares and is carrying handbags that contain some other beauty products. The third advertisement chosen is a cosmetic advert basically for Lancome. This advertisement was basically taken from Marie Claire magazine. The advertisement was developed during the spring of 1998 was actually more specifically cut from the leaflet with the title Recreate your look with Lancome I actually chose this advertisement for my own personal reasons. I could come across it many times as I could peruse through the different pages of the other magazines. The major dominant object that caught my attention in the advertisement was the ugly nature of the model that was made-up in that particular picture. On personal terms I was not actually impressed by the picture but basically was more fascinated with the picture combinations that were used in the picture. The advert actually spread out through three pages. Page one is actually a photograph of a model has a red-colored hair in the basic front view and actually covers the whole page of the paper. The female model looks to be in the age of 20 and is wearing a shiny silky dress which is blue in color. The model is wearing a type of hat on her head that actually resembles the head of an insect. The hat has blue, turquoise and green colors and are also at the same time acting as a material that the model has used to cover round her neck. The model in the advertisement also has a scarf which is actually has shiny palettes and a shape that is actually spiky. The background of the advertisement is light colored and is dominated by pitch and rose tones. It is amazing that the only conspicuous thing in the advertisement is the pair of wings that are attached on the back of the model. The model seems like she wants to move forward with a very dynamic posture. This design of motion makes the advertisement to have a direct and lively appearance. The direct gazing that the model has actually makes it exaggerated. The model is basically staring directly into the eyes of the viewer. The fist page actually has no additions of text and even no label as concerns the kind of product that is being advertised in the process. As a matter of fact, the viewer is actually left to wonder about the meaning of the image. The page that is actually following the first page show the same woman but this time round wearing a make up that is dark blue and green in color. There is a dark blue rose that is actually shown on the right side of the photograph as the image tends to extend to cover the whole of the second page. Towards the left side of the photograph, the cosmetic product that was being advertised is clearly shown as the brand name which is Lancome is printed in terms of big capital letters and actually spread round the whole area of the two pages. The exact name of the product appears distinctively on the right side of the page as â€Å"Chrysalis, Spring Color Collection 1998† Underneath the texts the images of two lipsticks appear together with pictures of two eye shadows of and their colors printed over the whole area of the white page bringing forth the idea of an insect. This image actually leads the viewer into the image of a beetle which is actually printed towards the letters. Amazingly it seems to be the kind of beetle whose design the model is wearing a necklace in the first photograph. This short description of the advert actually reveals the different types of elements that are involved in the photograph. There is however a weakness in terms of the display of information concerning the photograph as the advertisement does not give any type of information concerning the way by which the individual photograph elements relate to each other and even tend to actually influence one another. In terms of content analysis of the above pictures, according to the dynamic model of Saussure, there are clear indications that there is no exact clear separation between the signified and the actual signifier. There is chance that a given number of signifies could be identified in the process of looking at the picture. One of the identifiers is the woman who is dressed in the insect typology. In terms of the signified the woman’s mental concept is actually represents change that is needed in the society as concerns the product that is actually being advertised. As a female gender, the woman in the picture actually represents the beauty of the conventional beauty in the current society. The only question that rings in the mind of the viewer is that how does the concept of change relate to a woman dressed up in the manner that resembles the one in the photograph? However there is a narrative that is placed actually at the end of the photograph to actually explain the relationship that exists between the signifier and the signified in the photograph as concerns the concept of change. This narrative actually shows that the first woman model in the picture is actually not having any kind of make-up. This is however transformed in the second photograph when the woman model in the picture is shown to be having a make-up resembling that of an insect, preferably a beetle. This basically means or signifies change that the product that is being advertised will make to the people as soon as they use it. The idea that the designer of the photograph is trying to make as concerns the picture to the general viewers is that the product will bring a change in their lives that will make them develop the capacity to be able to move in a speedily manner. This is the reason why the idea of the beetle is brought into the design of the photograph through the model.

10 literary terms (hyperbole, onomatopoeia, interjection,imagery, dialogue, alliteration, allusion, personification, simile, metaphor Essay Example

10 literary terms (hyperbole, onomatopoeia, interjection,imagery, dialogue, alliteration, allusion, personification, simile, metaphor Essay Example 10 literary terms (hyperbole, onomatopoeia, interjection,imagery, dialogue, alliteration, allusion, personification, simile, metaphor Paper 10 literary terms (hyperbole, onomatopoeia, interjection,imagery, dialogue, alliteration, allusion, personification, simile, metaphor Paper Essay Topic: Literature allusion A reference to another work of literature, person, or event personification attributing human qualities to something non-human, 2. acting as an example of simile A comparison using like or as metaphor figure of speech comparing two different things onomatopoeia A word that imitates the sound it represents. interjection A word that shows strong emotion or surprise imagery Description that appeals to the senses (sight, sound, smell, touch, taste) hyperbole An exaggeration dialogue Communication between two or more people alliteration Repetition of initial consonant sounds

HRM Issues in McDonalds Essay Example | Topics and Well Written Essays - 1000 words

HRM Issues in McDonalds - Essay Example HRM Issues in McDonalds McDonalds Corporation is the largest network of fast food restaurants headquartered in the United States. The company was founded in 1940 by brothers Richard and Maurice McDonald. Currently the organisation has it active presence in 119 countries across the world with franchisees, affiliates, or the corporation’s own restaurants. The firm’s main sources of revenues include rent, royalties, and fees from franchisees, and sales revenues from company’s directly-operated restaurants. As stated in its website, the corporation’s product lines include hamburgers, chicken, cheeseburgers, french fries, soft drinks, and desserts (McDonalds.com). The strategic position of McDonald with regard to the recruitment and selection, training and development, staff turnover, and reward and benefit has been a topic for academic discussion for decades. High staff turnover has been criticized as the indication of low staff morale in McDonald, however, a BBC report (28 January 2008), says that McDonalds specifically focuses on the issue of staff turnover as a strategic gap to be bridged (BBC News, 2008). The challenges involve the following; first, recruitment and training of new employees is an expensive task. Hence employee turnover contributes to the firm’s operating expenses. Secondly, due to this issue the organisation has been losing experienced and skilled employees and thereby it causes productivity declines. Most of the Multinational Corporations confront the issues of rising labour costs, staff turnover, and staff shortage. As Smith (2006, p. 175) points out, in order for keeping the labour costs low, McDonalds and other fast food chains have lobbied government and legislative bodies against worker benefits many times. And the result was high turnover which in McDonalds alone reached 300 percent per year in some of i ts outlets (Ibid). A recent report in Wall Street Journal dated April 10 says that McDonalds is striving to address the mounting complaints against its rude and unprofessional employees (Jargon 2013). The problems with low employee morale also have to be counted as the indication of high staff turnover that can be attributed to some HR failures. Evidences suggest that employee turnover has been pertinent in the industry for several years. For instance, a Chicago Tribune report (May 15, 2007) by Schmeltzer also describes what McDonalds did for retaining its employees in Chicago outlets. It launched a career campaign highlighting the employment in McDonalds as McCareer instead of McJob. According to the Fast Food Nation statistics (as cited by Lubin & Badkar Dec 7, 2012), McDonalds hires more than 1 million workers in the US every year with 700,000 domestic workforce and with 150% turnover rate. Msn Money report by Berr (Apr 11, 2013) also reveals that McDonalds has been recently faci ng numerous issues associated with staff shortage. Another report of the sort by Chittum (April 12, 2013) appeared on Columbia

Marketing Strategies Development Essay Example | Topics and Well Written Essays - 3500 words

Marketing Strategies Development - Essay Example The essay "Marketing Strategies Development" aims to design a competitive and successful marketing strategy for the launching of the new mark of mobile phone Leviathan. In the last two decades, there have been major changes in the broader economic environment resulting from increasing globalization, deregulation, increased the competition and specialization of industries cited in Kotler. This has lead organizations to form cooperative agreements, such as alliances, resulting in a shift from stand-alone competition to the networked rivalry. The marketing mix has its origin in the marketing of goods for consumer markets and consists of the well known 4P’s: Price, Promotion, Place, and Product and must be carefully coordinated for the greatest success. Therefore, two methods were presented through which the divisions could be segmented. I suggested segmenting the market into geographical, demographical and time segment. Through these methods, the company is better placed to meet up with its objectives. The paper calls for a value adding and marketing strategy for increasing yields to the company for the benefits of the entire business. The company expects to target not only high-yielding niche market but low-income household as well with the introduction of the new products. Key success factors within the market will be MoTecH Ltd brand of innovative quality furniture and promotional gifts, individualized customer services – tailor made custom design providing customers with what they want, when and how they want it.

The health care in China Research Paper Example | Topics and Well Written Essays - 1750 words

The health care in China - Research Paper Example The Chinese health care sector have had much reforms in the recent decades, still the urban and rural people are least satisfied to the health care facilities of the country. This can be mainly directed towards the poor implementation and lack of funding by the Chinese Ministry of health to the health centers located widely in the country. The rural population of China is faced with many health adversities and is struggling hard to get access to quality medical care due to the ignorance of the Chinese Ministry of Health. Only a proper funding from the government, and allocating and distributing health care resources intelligently can consistently upgrade the health and wellbeing of all the population of china. Topic: The Health Care in China Introduction China is a country which has recently reached tremendous heights in economical, social and educational scenarios. It is the nation with largest population in the whole world, and is still continuing to develop in all fields at a stag gering rate. However, in recent times, health care has been a subject of great interest for Chinese government as the social standard of the people in the country improved dramatically... It is seen that the economic and social development of china has not led to much change in the substantial growth of the health care sector of the country. ... ding to (Blumenthal,2005,pg.1165-1170) â€Å"After Mao Tse-tung and the Chinese Communist Party took control of China in 1949, they created a health care system that was typical of 20th-century communist societies that are now largely extinct†. Since China is a nation with wide geographical dimension, extraordinary energy and unimaginable size, the health care demand and expectation is highly demanding in the nation. The Chinese government has given attention in improving health care system recently, but comparing to other sectors the health sector is lagging far behind. Health Care in China Generally speaking, the health care system of any country should be very comprehensive and elaborate as it directly is concerned with the quality of living of its citizens. Health care is as important as any other sector of a developing nation, and it can be said that it is vital to the growth of the economic and social areas of the nation. If one look at the Chinese health care indicators , it can be analyzed that development in the rural sector of the nation is very undermined and underdeveloped. Although, the growth in the health care system has been increasing in the past decade, the recent reviews show that there had been a noticeable stagnation in the development of health sector. It is been noticed that the health care expenditure of the country has increased lately but when compared to developed and developing nations it is still at a low rate. As per (IBM,2006)â€Å" China spent 5.8percent of its GDP on health care in 2002, as compared to8 percent by Organization for Economic Cooperation and Development (OECD)8 countries and 5 percent by other developing countries, such as South Africa (8.7 percent),Brazil (7.9 percent) and India (6.1 percent)†.It is unfortunate to know that,

Writing For Children

Writing For Children Peter Hunt writes that ‘some idea of a child or childhood motivates writers and determines both the form and content of what they write (2009a, p13). Prompting  Ã‚   that an authors choice of book type and content stems from their image of the child they are writing for, elements of which come from their own ideology of society and childhood often shaped by their own lifestyles. It is arguable however if the authors idea of childhood is indeed their motivation or if there are other factors in their writing that point to an additional agenda. In considering Hunts statement we will see the changing childhood ideologies of Victorian and postmodern realism in Louisa May Alcotts, Little Women (1868), and Melvin Burgesss Junk (1996), and also the differing concept of childhood in fantasy literature with Phil Pullmans, Northern Lights (2004). It is also significant to discover what constitutes the authors notion of childhood in their books, and if there are external elements which c an shape the content and form of childrens books such as mass marketing and the commodifying of children. Early childrens literature was highly didactic and as Zipes (2009) suggests even the earliest renderings of fairytales were designed to turn children into the type of adults their societies would prefer. Its First Golden Age from the later half of the nineteenth century introduced a change in how we viewed children, we began to celebrate the joys of childhood, (Carpenter, 2009) the most notable books entertained and also gave their readers a sense of empowerment and individuality. An example of such a novel is Louisa May Alcotts Little Women,following the narrative tradition of domestic and informative stories for girls such as Sarah Fieldings The Governess (1749), and ostensibly remaining within the conservative restrictions of her era, Alcott presents the contemporary life of four sisters growing up during the American civil war. Her book, written as a request by her publisher to fill a niche in the market, is to all appearances moralistic and patriarchal. The title, as phrased by the childrens father ‘little women'(Alcott,1868, p12) exemplifies the Victorian ideal of childhood, where children were seen as miniature adults and taught the puritan morals to be dutiful , obedient , hard-working and God-fearing (Styles,2009), puritan John Bunyans Pilgrims Progress(1678) is used extensively throughout the book . Little Womens third person omniscient narration is also in quite a condescending adult voice effecting to keep the March girls as children who need guidance, even when they mature, ‘Amys lecture did Laurie good, though, of course, he did not own it till long afterward (LW, p384).The narrators frequent interjections with opinions and views guides the readers into making the required conclusions, thereby giving instruction to its girl readership on how to be good wives and mothers. Arguably however as Fetterley (2009) suggests there are statements within the novel that portray an undercurrent of ambivalence, showing Alcotts perhaps true feelings to opportunities available according to gender and class, depicted primarily in her portrayal of Jo an antagonistic of the submissive young girl of the times. Alcott herself was rather an oddity of her time, a spinster, woman activist and the family breadwinner, her motivation to write was often purely financial (Alderson, 2008). Accordingly Jo is often seen as based on Alcott, portrayed as a talented headstrong writer, Beths words ‘You are the gull, Jo, strong and wild, fond of the storm and the wind, flying far out to sea, and happy all alone.'(LW, p361), echo Alcotts own lifestyle, yet could also be seen as advice to her girl readers to embrace their freedom, rather than their expected domesticity. Even the outwardly repressive marmee, and her ideas of marriage ‘the sweetest chapter in the romance of womanhood (LW, p95), also states ‘better be happy old maids than unhappy wives'(LW, p95). She also occasionally shows her ambivalence to her life, ‘Mother isn t sick, only very tired, (LW, p109), as Hannah their housemaid points out ‘housekeeping aint no joke (LW, p109) and as Alcott is perhaps trying highlight, domesticity is not so wonderful a role to aspire to. Alcott quite understandably given her precincts denied any subversion in her novel yet it is arguable that it contains many instances of her own childhood. In her journal she recalls the daily drudgery and struggle of her mother as she strived to sustain her family while her father as in LW gave little help (Alderson, 2008). Alcott used the then accepted ideal of the quintessential patriarchal Victorian family childhood and her own family memories to give form and content to her book. The March girls are lost in their own wonderful family plays and games, a loving safe playful family unit that nurtured and trained the child, giving much needed stability to a society shaken by war. This was not however Alcotts only motivation, she disliked her own novel as she says ‘I do not enjoy writing moral tales for the young, I do it because it pays well (Alcott cited in Alderson, 2008, pxxiii), and her covert messages of rebellion, portray distaste in the directives which shape the young, especially girls, to be compliant adults. Her novel is also motivated and shaped by her social stance on opportunities available to the gender, class and race of her time, Little Women represents childhood as preparing for future roles, yet covertly it also uses its representation with the potential to disturb societal expectations. Over a century later Melvin Burgess again fills a publisher recognised niche in the teenage market also focusing on the adolescent experience, Junk is unrestrained from nineteenth century conservatism in its graphic depiction of the fall of two runaways into prostitution and drugs. Burgess states children or young people should read about their lives not idealistically but as they really are, his characters are not invented but based on his memories of real people, he also does not preach to his readers yet allows them to evolve their own conclusions, (Burgess, 2009). It has been said Junk ‘neither glamorises nor demonises drug addiction (Falconer, 2009, p375), yet Junk conceals a strong sense of morality within its text, its principles obscured so the book appears to be non didactic or opinionated and so appeal to Burgesses idea of the modern teenager. Junks individual character narration lends to a documentary style of neutrality, yet textual guides bring the reader to the re quired conclusions, as Tar says ‘If you dont mind not reaching twenty theres no argument against heroin, is there?'(Burgess, 1996, p166), Gemma is the spoilt little runaway child ‘How do you think her parents feel? asked Vonny. They were just keeping her in. Its not like Tar is it?'(Junk, p75). The events have a moralistic ending, Gemma recognises they have all been deceiving themselves and condemns them all to their fate; her own is to be a single mother. Such reality based writing lends itself as Tucker(2009) says to the authors belief that childhood is primarily a transitional stage leading to adulthood ‘giving readers the truth is seen as providing them with an important aid to their own eventual better understanding of themselves and others (p190). Junk follows this form well, Burgess gives his child readers autonomy in interpretation, viewing them not as innocents, but inexperienced young people, who need empowerment and guidance to make the right decisions. As we have seen it is impossible to read Junk and come out defending heroin or the runaway, it could be said that Burgess brings Alcotts moral tale for the young into todays modern world. Yet in challenging the ideology of the innocent child, Junks view of childhood is at the opposite end of the spectrum to that of Little Women, he dispels the nostalgic innocence critics connect with childhood. His explicitness ‘Lily said, Ive been a little prossie for half an hour (Junk, p158) ‘foregrounds how altering conceptions of the child†¦can cause both controversy and anxiety among consumers (Squires, 2009, p189), leading to Burgess having to defend his authorial intent over the charge of sensationalism. In response to criticism from Anne Fines, and defending the explicit nature of his books, Burgess says ‘Underneath Annes whole article is that same nasty sneer I remember from when I was small How revolting. Arent you a dirty little boy? the same attitude which was exactly what made me want to write the thing in the first place (Burgess, 2004). It could then be suggested that part of his motivation was indeed to rebel against as he calls it ‘the moral majority (Burgess, 2009, p317), and stretch the boundaries of appropriate childhood reading matter. Nevertheless saying that drugs and underage sex are what teenagers want to read about could perhaps show that Burgess himself has a distorted idea of todays childhood. An idea he needed to uphold in order to construct his model of the non-reading (conceivably moronic) teenager and defend the sensationalism of his novel, he is perhaps modelling his child to suit the aspirations of his book. Junks content worked as a hook for his teenage audience and also generated him much publicity, conceivably showing another aspect of his motivation, content and form set to shock the critics, produce an outcry and gain him notoriety, all in addition to providing teenagers realistic age related literature. His post modern realism , takes the assumption that children are not innocent, but they still need guidance, also that in order to connect with todays child , this guidance must be hidden all owing the reader perceived autonomy in their decisions. Burgess also shows a sad irony in the loss of childhood, Gemma wanted ‘a slice of life'(Junk, p161) but could only find this in leaving home, unlike the March girls, in Junk childhood was something to be quickly left behind in order to really live.   An authors understanding of childhood as Hunt says can influence the form of their writing ,‘ those who see childhood more as an end to itself may prefer literature that is clearly more fantasy based (Tucker, 2009, p190). Phil Pullmans Northern Lights conforms to this ideology using a fantasy world to rewrite the biblical story of creation. Eighteenth century philosopher Rousseau stated that ‘Nature wants children to be children before they are men (Jenks, cited in Hunt, 2009, p23), he believed childhood should be a time of innocence , with children allowed to grow at their own pace not forced into civilisation. Pullmans similar view on childhood freedom is apparent in Northern Lights , Lyra is safe and happy in the freedom of Jordon College, ‘What she liked best was clambering over the college roofs'(Pullman, 2004, p36), as she grows her freedom is stifled by the intervention of her mother, state and church . Poet William Blake also used Rousseaus concept of natural innocence, corrupted by adult intervention, and Pullman uses Blakes contraries and commentary on Miltons Paradise Lost to ‘reverse the morality of the biblical fall to celebrate knowledge (Squires, 2009, p278). He advocates the co-existence of good and evil (body and soul) and free will, which the church refuses to, acknowledge (Bird, 2009, p264).   As such Northern Lights, casts an unfavourable light on how religious fundamentalism suppresses knowledge, the Magisterium symbolising the church is shown as repression and death, killing the children whose souls or daemons it removes as it endeavors to preserve innocence ‘all that happens is a little cut, and then everythings peaceful .For Ever!at the age we call puberty†¦daemons bring all sorts of troublesome thoughts and feelings (NL, p283). Pullmans idea of the child is shown in Lyra, her innocence and freedom of mind give her the ability, unlike adults, to easily read the alethiometer, Lyras ‘childlike state'(Squires,2009, p281) when reading makes her feel ‘like a young bird learning to fly'(NL, p152). Which is a suitable metaphor for how she represents Pullmans main concepts of innocence and experience, seeing similar attributes in young people giving them the ability to deal with significant issues free from outside influence; as he says ‘he hopes that young readers will finish †¦having gained the understanding that trusting ones own thoughts and feelings is an essential part of self-discovery and growing up (Travis, 2010). Through his use of the fantasy form Pullman is able to transgress difficult subject areas normally out of bounds within a childrens book, capturing his young readers imaginations while keeping the stark realities of his metaphors at bay. He insists on realism and the ‘real implications of his fantasy stories (Wood, 2009, p274), exhorting his readers to take an activist role in creating the world that they want. So saying ‘If I write fantasy, its only because by using the mechanisms of fantasy I can say something a little more vividly about, for example the business of growing up (Rustin and Rustin , 2003 ,cited in Montgomery, 2009, p255). Within Northern Lights, Pullman shows Lyras growth from innocence, he demonstrates the malleability of childhood with the changing form of the childrens daemons that represent their character , which set at puberty into the type of person they are, for example ‘he was a servant , so she [the daemon] , was a dog (NL, p7). Pullman promotes childhood as an innocent time when children are impressionable and make the important decisions that mould their moral fibre, he follows the traditional pattern of childhood freedom, as seen in the like of Ransomes Swallows and Amazons() as the children create their own idyllic morally responsible world (Squires, 2009, p282). Northern Lights uses the Magisterium to establish anti-religious ideology and shows the infallibility of religion in that Lyras saviours are those marginalised and demonised by society; the non religious gyptians (gypsies), risk all to rescue the children, and the witches save their lives in the final battle. Such radical views may seem better placed in adult literature yet as Reynolds (2009) informs ‘avoiding cultural spotlight is one reason why writers may find themselves drawn to write for children (p109). Pullman may be using childrens literature as a vehicle to publicly air his opinions on religious fundamentalism safely hidden within childrens fantasy, to a less judgmental audience. It could be that Pullman simply finds this medium more liberating; however Northern Lights also manipulates its readers opinions in line with Pullmans, ultimately, as with Junks evils of heroin, the reader cannot fail to see the Magisterium as the evil villain. Pullmans use of fantasy fiction proves he can more succinctly air his own opinions, and he could be seen as using the medium of childrens literature in the same way. As he states ‘there are some themes, some subjects too large for adult fiction; they can only be dealt with adequately in a childrens book ‘(Pullman, cited in Falconer, 2009, p378). His view on how we underestimate the potential of the young in order to maintain our own nostalgic view of childhood has certainly shaped the form and content of his book. Reynolds (2009) informs that ‘childhood is a time to negotiate and find a place in society, yet more so with Northern Lights ‘it is also about developing individual potential suited to a future in which societies could be different in some significant ways'(p100). It could perhaps then also be said that Alcott, Burgess and Pullmans motivation to write for children is also their aspiration to create a better society, ‘So Lyra and her daemon turned away from the world they we re born in, and looked towards the sun, and walked into the sky (NL, 397). As authors draw on their ideals to write for their audience, it is the book publishers who set the market trends and decide what children would like to read and subsequently influence what an author writes, an area touched upon with LW and Junk. Twenty first century novels show a commodification of childrens literature (Squires, 2009), in which we also see the decline of the individual author with publishers such as ‘Working Partners, where a storyline is created by a conglomerate of author /editors then given to a writer to create the book (EA300, DVD2). Thus providing a quick turnaround and commercial sense but little scope for individual ingenuity and signifying that as Hunt (2009b) says, ‘the cart of marketing, is driving the horse of creativity (p81). A further consideration on external influence is the competition from digital media, which as Burgess (2009) says also has a great impact on what children are exposed to, compounding the difficulty in producing literatu re that appeals to the modern child ,a fact he uses to support his hard hitting realism. Childrens literature has been seen to catalogue social, economical and political changes, embolic of societys view of childhood (Hunt, 2009b, p71), a view set as the gate keeping adult world considers what children need to read, putting additional pressure for authors to produce the ‘right book. In conclusion to Hunts statement, it would seem that in order to write a childrens book, the author must indeed have an idea of the child they are writing for, and this determines the form and content of their novel. Yet as we have seen they are also motivated by their own additional agendas, and this can lead to their constructed child being modified for their own purposes and also manipulated by the forces of modern media and marketing. This contributes to the complexity and often popularity of a novel that can then be read on many levels, Pullman could be seen as writing a religious allegory, propaganda or an adolescence adventure story. Authors still have their own view of what childhood should be, and incorporate this into how they believe it is or wish it to be seen. Our realistic view of the modern child is radically different from earlier popular books, such as Little Women, or Swallows and Amazons and as contemporary writers make efforts to loose the nostalgic view of childh ood innocence, there is also the concern that we are now ending childhood too soon, and as Jacqueline Wilson says forcing children to conform to societys teenage image (EA300, DVD2). Yet from Little Womens childish carefree plays to Junks depiction that children are now living real life adventures, we find that, as Lyra does, there is still always hope in childrens books. Childrens literature as Hunt (2009a) says shows what society thinks of childhood, and also what the author and we as adults need to believe it represents.

What might cause an appreciation of a floating exchange rate? Essay

What might cause an appreciation of a floating exchange rate? Discuss whether an appreciation of a country's exchange rate will always be beneficial to that country. a) what might cause an appreciation of a floating exchange rate? b) Discuss whether an appreciation of a country's exchange rate will always be beneficial to that country. (15) A free, fluctuating or floating exchange rate means the existence of a free or competitive foreign exchange market where the price of one currency in terms of another is determined by the forces of supply and demand operating without any official interference. ====================================================================== A rise in the price of a currency in terms of another currency is called an appreciation. ================================================================= The following figure shows the equilibrium price of pounds in terms of U.S dollars. Short and long-term movements in the exchange rate, like any price, are caused by changes in market demand and supply conditions. The appreciation of a country's currency will occur due to either an increase in demand or fall in supply of that currency. The demand for sterling (pounds) in the FOREX markets comes from many sources UK goods and services are exported overseas - . if there is an increase in exports this will create an inflow of currency into to the UK which needs to be turned into sterling this will increase demand for the sterling . When US consumers but British Whisky they supply dollars and this is eventually translated into a demand for pounds. This will cause an outward shift in the demand curve for sterling, thus causing the currency to appreciate. Foreign long te... ...viously cause a serious fall in living standards. Exchange rate and inflation: An appreciation of the exchange rate helps to control cost and price inflation in the economy. A fall in import prices means that it is cheaper to import raw materials, components, finished manufactured products leading to an outward shift in Short Run Aggregate Supply shown in diagram - this has a direct impact on the Retail Price Index Tougher for domestic companies to compete with cheaper imports - lower profit margins as businesses have to adjust (less pricing power in their markets) Slower growth of exports (leading to a slowdown in aggregate demand - possibly the emergence of a negative output gap where actual GDP A bigger trade deficit represents a net outflow of demand from the circular flow of income and spending - leading to less demand-pull inflation.