Jonathan Swifts Gullivers Travels Essays - Gullivers Travels

Jonathan Swifts Gulliver's Travels Subject: English Language: English Jonathan Swifts Gulliver's Travels Gulliver in Houynhnmland One of the most interesting questions about Gullivers Travels is whether the Houyhnhnms represent an ideal of rationality or whether on the other hand they are the butt of Swift's satire. In other words, in Book IV, is Swift poking fun at the talking horses or does he intend for us to take them seriously as the proper way to act? If we look closely at the way that the Houyhnhnms act, we can see that in fact Swift does not take them seriously: he uses them to show the dangers of pride. First we have to see that Swift does not even take Gullver seriously. For instance, his name sounds much like gullible, which suggests that he will believe anything. Also, when he first sees the Yahoos and they throw excrement on him, he responds by doing the same in return until they run away. He says, "I must needs discover some more rational being," (203) even though as a human he is already the most rational being there is. This is why Swift refers to Erasmus Darwins discovery of the origin of the species and the voyage of the Beagle--to show how Gulliver knows that people are at the top of the food chain. But if Lemule Gulliver is satirized, so are the Houyhnhnms, whose voices sound like the call of castrati. They walk on two legs instead of four, and seem to be much like people. As Gulliver says, "It was with the utmost astonishment that I witnessed these creatures playing the flute and dancing a Vienese waltz. To my mind, they seemed like the greatest humans ever seen in court, even more dextrous than the Lord Edmund Burke" (162). As this quote demonstrates, Gulliver is terribly impressed, but his admiration for the Houyhnhnms is short-lived because they are so prideful. For instance, the leader of the Houyhnhnms claims that he has read all the works of Charles Dickens, and that he can singlehandedly recite the names of all the Kings and Queens of England up to Geo rge II. Swift subtly shows that this Houyhnhnms pride is misplaced when, in the middle of the intellectual competition, he forgets the name of Queen Elizabeths husband. Swifts satire of the Houyhnhnms comes out in other ways as well. One of the most memorable scenes is when the dapple grey mare attempts to woo the horse that Guenivre has brought with him to the island. First she acts flirtatiously, parading around the bewildered horse. But when this does not have the desired effect, she gets another idea: "As I watched in amazement from my perch in the top of a tree, the sorrel nag dashed off and returned with a yahoo on her back who was yet more monstrous than Mr. Pope being fitted by a clothier. She dropped this creature before my nag as if offering up a sacrifice. My horse sniffed the creature and turned away." (145) It might seem that we should take this scene seriously as a failed attempt at courtship, and that consequently we should see the grey mare as an unrequited lover . But it makes more sense if we see that Swift is being satiric here: it is the female Houyhnhnm who makes the move, which would not have happened in eighteenth-century England. The Houyhnhm is being prideful, and it is that pride that makes him unable to impress Gullivers horse. Gulliver imagines the horse saying, Sblood, the notion of creating the bare backed beast with an animal who had held Mr. Pope on her back makes me queezy (198). A final indication that the Houyhnmns are not meant to be taken seriously occurs when the leader of the Houynhms visits Lilliput, where he visits the French Royal Society. He goes into a room in which a scientist is trying to turn wine into water (itself a prideful act that refers to the marriage at Gallilee). The scientist has been working hard at the experiment for many years without success, when the Houyhnmn arrives and immediately knows that to do: "The creature no sooner stepped through the doorway than he struck

The People vs. Eighth Amendment essays

The People vs. Eighth Amendment essays The People vs. Eighth Amendment The business of cruel and unusual punishment has long been juxtaposed with the discussion of the death penalty. Beginning with Adam and Eve and continuing to the present day, society has struggled with the notion of punishment. From Salem, Massachusetts, where 24 alleged witches hanged, to Starke, Florida, the home of the states infamous electric chair, Old Sparky, punishment has evolved from a humiliating, public spectacle to our current system of private, isolated incarceration. In the 1972 United States Supreme Court decision of Furman v. Georgia the relationship between public consensus and correlating jurisprudence is clear. In this case the Supreme Court reverses Georgias convicted of three Negro men to death. Capital punishment is struck down on the basis of violating the cruel and unusual punishment clause of the Eighth Amendment. The court concluded the penalty was arbitrary, lacking guidelines for juries and judges, and consisting of insufficient due process safeguards. Many justices in their concurring opinions justify their opinions by stating the penalty was morally unacceptable to the people of the United States. The decision maps out a repetitive trend between what the people think is right and how the court responds. Less than four years after Furman v. Georgia, the Supreme Court reverses the decision to do away with the death penalty and instead reinstates it, even broadening the boundaries in some aggravated rape cases (Furman). The juvenile death penalty is a very controversial issue and it is becoming increasingly unacceptable in most countries. In fact, the United States is one of the few countries left to sign the Convention on the Rights of the Child which abolishes the death penalty for juveniles. Likewise, the United States is one of only eight countries in the world to have executed a juvenile offender since 1990. In Octobe...

This paper needs have 3 fully developed paragraphs. Will upload more Essay

This paper needs have 3 fully developed paragraphs. Will upload more details - Essay Example elf-help book’, Walden, where the author urges the readers to assert their individuality, even if it meant turning down their family’s hopes or expectations of them. He then proceeds to take examples from America’s economic philosophy as well as his personal experiences as a psychiatrist to point out how the goal of self-sufficiency and individual enterprise appears to be very deeply entrenched in the American psyche. He points out how a new piece of legislation (passed around the time of publication of the essay in 1997) in Louisiana that allowed for something called a ‘covenant marriage’ wherein getting divorce would be a more difficult proposition than usual, was not really reflective of traditional American values but the opposite. The fact that the whole school of psychotherapy, as prominently practiced and advanced by personalities like Erik Erikson, Murray Bowen or Carl Rogers, emphasizes ‘enhanced autonomy’, is taken by Kramer to indicate how American society at large valued individual autonomy over what he terms ‘mutuality.’ Kramer’s concludes: ‘Though we profess abhorrence of d ivorce, I suspect that the divorce rate reflects our national values with great exactness.’ To counter this increased dependence on autonomous existence Kramer suggests resetting ‘mutuality’ as a goal worth aspiring for. He cites another school of psychiatry as exemplified by the work of Jean Baker Miller which suggests that finding one’s self does not necessarily have to be an exaggeratedly lonely process. Finding oneself through relating to others was just as satisfying and genuine a process of self-development. Kramer also argues that women have traditionally been considered the more tactful ones and therefore the onus of being the one to compromise in a situation of conflict often falls on them, rather unfairly. This too needs to be changed and expanded to each gender so that the relationship is one of true equality. Kramer makes a strong

Trends, Issues and Community Essay Example | Topics and Well Written Essays - 2500 words

Trends, Issues and Community - Essay Example However, neoclassical approaches are also not without their flaws and thus practical policymaking ought to be about ensuring that the government is driven hard to deliver that which is the best from available resources. This brief essay presents a discussion about the neoclassical and the Keynesian or the welfare state approaches to policy making and presents an examination of the impact of neoclassical approaches to policymaking in Australia. I certify that, except where cited in the text, this work is the result of research carried out by the author of this study. The main content of the study which has been presented contains work that has not previously been reported anywhere. Individuals and communities in Australia and in other developed nations are often perplexed at the demise of the so called welfare state which had done far more to try to look after the individual than what is often observed today. Thus, government policies are now forcing individual citizens to take on far more responsibility in nearly everything, ranging from welfare, education to health despite a certain lack of satisfaction with this approach from the citizens (Centre for Policy Development, 2008, â€Å"Real World Economics†). The new policymaking is explained in terms of the limited ability of the community to care for the individual due to resource constraints and a shift from the Keynesian / Welfare state approach to the neoclassical or the new right approaches that are designed not only to provide but also to alter individual behaviour in a manner that is likely to be less of a burden to the society at large. The change that is now observed is often disturbing for those who had seen far better days when government really cared and help was always available in difficult times. Thus, it makes sense to try to understand what guides the new policymaking that has had an impact on nearly all facets of individual’s existence within the community and why Australians and others

Industrial Relations Article Example | Topics and Well Written Essays - 2500 words

Industrial Relations - Article Example In simple terms industrial relationships can be called multidisciplinary field that refers to the employment relationship. Sometimes it is also named employment relationship because of the negligible importance of non industrial employment relationship. But to consider it just as labor relations is an oversimplification because it has much more to it. Technically speaking Industrial relations defined in business terms as â€Å"Employer – employee relationships covered specifically under collective bargaining and industrial relations law.† ... hnically speaking Industrial relations defined in business terms as â€Å"Employer – employee relationships covered specifically under collective bargaining and industrial relations law.† Industrial relations not an outdated topic There are a number of researchers who assume that Industrial relations study has become obsolete and proposed closure of UK’s most study centers on the subject as (Darlington1 (ed.) (2009). They believe that academic industrial relations are obsolete and are no more required. It has been replaced and dealt better in newer subjects such as HRM, Human resource management and OB organizational behavior. These subjects deal with the human factor while industrial relations study focuses on the collective approach. Collective institutions and processes (trade unions, strike and collective bargaining. Three aspects of employment relationship Those who believe in industrial relation perspective identified three important aspects. They are as un der. (Trevor Colling, 2010) Indeterminacy Inequality of employment relationship Dynamism Indeterminacy Indeterminacy in the sense, that unlike other contracts it does not involve physical exchange of goods and services for money. But the contract is made on the basis of the capacity to perform and produce the desirable and the potential to purchase those goods services. In the labor contract a worker or employee only sells his ability to work which is intangible which can only be materialized when the actual work is done and the worker is involved in the production process. A gap can exist between the perceived, expectation standard of performance and the actual one. Inequality of employment relationship Inequality exists in the relationship between the employee and employer. An employee is not usually in

Concepts in Differential Privacy

Concepts in Differential Privacy Abstract Stored data in search log is insecure process to the search engine. Search log contains extremely sensitive data, as evidenced by the AOL incident. To Store information in the search log is identify the behavior of user. To maintain this sensitive data is risky process, because some security methods containing the drawbacks. Search engine companies provide security for search logs, in some cases intruder identifies the stored data then loss occurred. This paper provides security methods for the search data against the intruder. To store the data in the search log based on the keywords, clicks, queries etc. Anonymization is the method provides security for data but it loss the granularity. And another method is â‚ ¬-differential privacy provide utility for the problem. (â‚ ¬,∂)-probabilistic privacy used to calculate the noise distribution. ZEALOUS algorithm propose in this paper provide effective results with (â‚ ¬1,∂1)-indistingushability. This paper concludes w ith the comparable utility with the k-anonymity, â‚ ¬-differential privacy. To this algorithm produce the effective result. Keywords: Security, Privacy, Data Anonymity, Information Protection, Differential Privacy, Histogram INTRODUCTION To publish the search query logs are useful to know the behavior of a user. To interact users into search engine information stored in the form of search log. This stores the information based on the following schema {User_id, Query, Time, Clicks} Here User_id identifies the particular user. Query identifies the group of keywords to be searched by the user in search engine. User search the keyword in search engine like â€Å"Java† then relevant information related to Java will be occurred in the browser. User clicks on the particular link it will store in the search log as number counts. And also store the time of the click on the user. Single user consists of a user history or search history by the search entities. User history partitioned into sessions by the similar queries. Queries can be grouped into form a query pair, this used for the preparation of data in the search log. Query pairs can be divided into sessions and each session contains the subsequent query. Generally keywords can be divided into two ways. Those are 1. Frequent 2. Infrequent 1. Frequent Keyword: Previous methods only introduce these keywords. Because of this keywords are produce easily with search logs compare to the infrequent. Users search the keyword in the search engine based on that criteria identify the frequent keywords. 2. Infrequent Keywords: Proposed method for this paper is to publish search log with infrequent keywords. To publish this keyword is to loss the utility and produce less results compare to frequent keywords. In the previous method k-anonymity the main aim of this method is to define effective anonymization models for query log data along with techniques to achieve such anonymiation. Publishing of user query search logs has become a sensitive issue. To develop anonymization methods to publish the searc log data without breaching privacy or reduce utility. Drawback of this method is to identify the data to the external linked attributes. Introduce Quasi-identifier to the identification of an individual by combining to the external data. Following is an example data set User Registration Search_log Fig 1: Anonymization of the data In the above tables explains that the user registration contains all the user details of the user history. Search_log table contains the data of the user searched data. These two tables are externally linked to each other with this data loss occurred. Putting these searches together may easily reveal the identity of the user. The idea behind this k-anonymity is provide guarantee to each and every individual and hidden the group of size k with respect to the quasi-identifiers. To produce the search logs with â‚ ¬-differential privacy provide good utility, but problem with the search logs is noise added to the search logs. Several methods are used to produce random noise in the differential privacy. According to this paper classify them as two categories Data-independent noise Data-dependent noise Adding noise to the data this data-independent noise is most basic one. Laplace noise addition belongs to this category. Compare to the data-dependent noise is most complex, but usually they lead to less distortion being introduced. But this paper focus on the data-independent noise, which is most frequently uses in data sets. To produce effective results with â‚ ¬-differential privacy add laplace distribution to the result. Zealous algorithm consists a two phase framework for the purpose of identify the frequent items in the search log. And set two threshold values to publish the search logs with more privacy. Search engine companies apply this algorithm to generate statics with (â‚ ¬,∂)-probabilistic differentially private to retaining good utility for the applications. Beyond publishing search logs this paper believe that findings are of interest when publishing frequent item sets. This algorithm protects privacy against much stronger attackers than those compare the previous methods. RELATED WORK Search Log Anonymization In the previous incident occur in the AOL search log, it reveals the data of a user. Adar propose a method it appears at least t times before it can be decoded, which may potentially remove too many unused queries. And another method tokenize each query and hashes the corresponding log identifiers proposed by Kumar at el.[21]. This method improve the frequency of the search and leaks the data through hidden tokens. To overcome the problems in previous method introduce the anonymization models have been developed for search log release. Hong et al. [17] and Liu at al.[23] anonymized search logs based on k-anonymization which is not accurate as differential privacy. Xiong at el. [15] presents the query log analysis applications and various granularities of releasing log information and their associated privacy threats. Korolova et al. [20] release first applied the accurate privacy notion to release the search log based on differential privacy by adding Laplace noise. To add the Laplace noise to the counts of selected queries and urls is straightforward directly maximize the output utility with optimization models. Publish the frequent keywords, queries and clicks in search logs and comparison for two relaxations of â‚ ¬-differential privacy. This paper works related to framework for collecting, storing, and mining search logs in a distributed manner. Differential Privacy Dwork at al. [7,8] propose the definition of differential privacy. A randomized algorithm is differential private if for any pair of neighboring inputs, the probability of generating the same output. This means that two data sets are close to each other, a differential privacy algorithm behave same on the two data sets. This process provide sufficient privacy protection for user data. And also introduce the data publishing techniques which ensure â‚ ¬-differential privacy while providing accurate result. Search queries contain sensitive information it can lead to re-identification, approaches include query results, user-id to prevent re-identification of individuals from the search queries. This approach differs from the above it interact access framework that does not directly depend on anonymization for privacy, it differs from the semantic policies and differential privacy.

Chinese Prostitution :: essays research papers

In 1850, only 7 Chinese women were in San Francisco compared to the 4,018 Chinese men. These lows numbers could’ve been because Chinese men were afraid to bring their wives and raise families in a place full of racial violence. The growing anti-Chinese sentiment and few labor opportunities reduced the chances for entry of Chinese women. The few women in San Francisco’s Chinatown basically turned Chinatown into a bachelor’s society. Many men went to brothel houses to release their sexual tensions, thus increasing the demands and values of prostitution. Prostitution in Chinatown increased, and in 1870, 61 percent of the 3536 Chinese women in California as prostitutes (Takaki, 1998). By 1879, seventy-one percent of Chinese women in San Francisco were prostitutes. However, the increased amount of Chinese women becoming a prostitute was not by choice. Immigrant women who became prostitutes, such as Wong Ah So, came to America on promises of marriage made by men only to be forced or tricked into prostitution. Chan's book, "Asian Americas: An Interpretive History", was able to shed some light as to why so few Chinese women were able to enter the U.S. From the mid-19th century to the early 20th century, Chinese women were only allowed to enter the U.S. as the wives and daughters of merchants or U.S. citizens. Several acts, such as the 1882 Chinese Exclusion Act and the Page Law, were passed in an attempt to stop the immigration of Chinese because many anti-Chinese individuals assumed that all Chinese women were prostitutes. As Chan states in her book, the 1882 Chinese Exclusion Act suspended the entry of Chinese laborers for ten years but exempted merchants, students and teachers, diplomats, and travelers from its provisions (Chan, 54). Under the 1882 Chinese Exclusion Act, only women who were native-born, married or born overseas to merchants in the U.S. could immigrate, thus resulting in an average of 108 Chinese immigrant women in 1882. The Page Law of 1875, which "forbid the entry of Chinese, Japanese, and Mongolian contract laborers, women for the purpose of prostitution, and felons" was so strictly enforced that legitimate wives had trouble entering America (Chan, 54). Yung argues that in order for Chinese women to enter the country, they had to prove that they were "moral" women. "Bound feet became a moral standard for Chinese women at the checkpoint" (Yung, Judith). This standard, however, didn't apply to all women.

A place you would love to return to again

I would love to go back to Mumbai in India, if I ever get a chance. Mumbai is one of the metropolitan cities of India. It is famous for its warm people, moderate climate, Elephanta Caves and beaches like Chawpatti, Juhu and Marine drive.It is the capital of the state of Maharashtra. Seven islands whose names are Colaba, Mahim, Parel, Mazagaon, Old Woman's Island, Wadala, and Matunga-Sion join together to form Mumbai. It is a city which is close to the Arabian Sea. It is also called Bollywood city, where most of the actors and actresses of the Hindi film industry live. I would love to return to this place because I have spent a memorable childhood in this city.Mumbai is very close to my heart. I got an opportunity to visit this place when I was studying in school. The place looked very beautiful in the eyes of a 9 yr old girl. We lived far from the city centre. There were mountains at the backdrop and when it rained, I could see the waterfalls from the window of my house.There were co conut tree all around which also added to the beauty. There was also a playing ground nearby where I played with other kids of my age. The place looked attractive to me because it was totally different from the place where we lived before we came here. In Mumbai I loved the open space it provided and of course the mountains.I have lovely childhood memories of Mumbai. I spend my school days in this city. I think this is one of the reasons that I love this place so much. I made many friends in this place. My best was a girl from Mumbai.I knew her from my school days; she studied with me in the same school. We remained friends for many years, even after I returned to Kolkata, my native place. I met girls and boys of different culture and background and had the opportunity to enjoy many parties, picnics and trips together.I still remember some activities that my family and I did in Mumbai, which was never possible in Kolkata as my father became very busy with his work. On holidays and s ummer vacations, we visited many places like the zoo, the Gate of India, Ajanta Ellora caves and Elephanta Caves.We also visited a nearby hill station called Bahabaleshwar and Goa, an exquisite place near Mumbai. I remember that most of the days after dinner we use to go for a walk. On the way there were many ice-cream stalls and my father always bought ice-creams for us. I also enjoyed different Indian festivals like Diwali, Durga Puja, Holi and Ganesh Puja.As a Bengali, we were away from home but the place felt like home to us because there were Bengali associations and our main festival, Durga Puja was celebrated in a grand way. Puja brought joy for me because I got new clothes and sweets.My mother always insisted that I and my sister participate in cultural functions. It was a good experience. I doubt that I was a good performer but I always receive loads of applauses from the audience. I grew up and because of my studies; I did not have enough time to participate in such cultur al activities anymore after we returned to our native land.  I know that Mumbai has grown a lot as a city in the past few years but I remember the place as I have seen seventeen year ago. I can still visualize my house, the playground, the mountains and the bright springs.Sometimes I fear that if I ever return to the city, I won’t be able to recognize and accept the changes that have taken place. Moreover my friends and other people whom I have known, most of them have moved elsewhere or have changed with time. However I still wish to go back and visit the place where I have spend my childhood days. It would give me immense pleasure to re-live my childhood again.Work Citation:â€Å"Mumbai Travel Guide†. 8 November 2007. http://www.mumbai.org.uk/>   

Comparing to the American Dream essays

Comparing to the American Dream essays William Byrd was born in Virginia in 1674. William Byrd received a quality education in England. He returned to Virginia after learning of his father's death. Byrd now had the responsibility of managing his inherited plantation. William Byrd character was constant. In The Secret Diary of William Byrd of Westover, he recorded the highlights of his day. He was an early bird. He wrote that he would wake up no later than seven I the morning. Another observation I read that he loved to eat the same things. For instance, he would eat milk for breakfast and boiled beef for dinner. Byrd would either read Greek or Hebrew. I also noticed that Byrd would pray at the end of each day. It would end just about like this every time, I had good health, good thoughts, and good humor, thanks be to God Almighty. Byrd enjoyed games and company. He always had company in his home. Several times he cousin visited, Mr. Mumford accompanied Byrd as they walked in the garden, shot bows and arrows and play billiard until dinner time. Byrds friends, Drury Stith, Colonel Hill, Mr. Anderson and Mr. Platt also were some of William Byrds guest on the plantation. William Byrd was a plantation owner with a vast amount of slaves. Some of his slaves were sick and some even died on his plantation. A lot of times, Byrd spent most of his time looking after his sick. Different slaves had different jobs to do. Some would unload supplies from Byrds sloop which was a boat, cook the food, clean the chambers, plant trees such as peach trees, put up curtains and fed the animals because he had cattle. Slaves endured cruelty from William Byrd. He whipped some of them and branded one of his slaves because he pretended to be sick when asked to unload his ship. William Byrd recorded some of his sexual transgressions, for instance the Colonel Carters wife daughter and Mrs. Russell, and his wife who would sometimes go to...

baroque art1 essays

baroque art1 essays The baroque has been called a theatrical style, one that deals in spectacle, grandeur, and dramatic contrast. Test these concepts in an essay that discusses the baroque as an expression of the Catholic Reformation, Protestant devotionalism, the Scientific Revolution, and the Age of Absolutism. Define your general statements with specific examples. The following essay will discuss the baroque period and how the Catholic Reformation, Protestant devotionalism, and the Scientific Revolution influenced it. The Baroque period generally refers to the years 1600 to1750. Classicism of the Renaissance has been replenished during the Baroque period. During the Baroque artistic period, the exploration of the fundamental components of human nature and the realm of senses and emotions were very crucial. The Baroque era was a very dynamic time that showed an abundance of radiance and color. Artists of this time were passionate and sensual. Their works were many times considered to have an overpowering emotional effect. The superficial form of light was fascinated during this period due to the thoughts of godlike sun or the truth of the Holy Spirit. The Baroque naturalism maintains the religious themes in content. The elements of perception in the Baroque art are how we perceived the natural human figures are in motion through s pace, time, and light. We present and analyze the extent of human actions and passions in all its degrees of lightness, darkness, and intensity. The scientific revolution also had a tremendous impact on art during this time. Scientists started to study the earth and its positioning in the universe. This was a time when the people started take more of an interest in astronomy and mathematical equations. During the time of the Catholic Reformation artists began to challenge all the rules that society has set for artistic design. Artist starting with Parmigianino, Tintoretto, and E ...

What should organisations be concerned about in corporate rebranding Dissertation

What should organisations be concerned about in corporate rebranding from a strategic point of view - Dissertation Example Business firms use rebranding typically in an attempt to remove some negative associations, improve sales, giving it a modern look, or during mergers and acquisitions, to change the way the corporation is viewed. The issue of corporate-rebranding though quite popularly used amongst corporates to change identities and is seen featured regularly in business reviews and business related news, has been largely ignored largely by the academic/scholarly world, leading to a serious lack of research articles on this topic. Aim – The chief objective of this paper is to delineate the term corporate rebranding in addition to the various underlying theories that create a framework for the process. It also highlights the various contexts that often makes this process an important one for the corporate houses, while also focuses on the pitfalls that may turn rebranding into a total failure. Approach – The paper uses a qualitative and inductive methodology through literature review an d case studies to comprehend the various principles and theories of corporate rebranding. It uses case studies to present examples of corporate rebranding that were successful and those that failed, while evaluating the reasons behind their successes or failures. The research paper however has certain limitations where we find that there is a lack of academic or scholarly articles on this topic. There is no dearth of business reviews or press releases on this topic, but academicians, in general, have kept away from this subject. Corporates present an opaque front in cases where they have attempted rebranding and have failed. As for example, eircom, which had initially succeeded in its rebranding venture but now has a poor financial output, has removed the internal memorandums that it had circulated amongst its employees during rebranding, making the case study highly dependent on data derived from other researcher’s works. Even in cases of successful rebranding, all facts rel ated to the old identity are removed after sometime, to keep up with new brand image. Significance of the study – Despite a lack of research papers that have a theory-based approach on the topic, this paper attempts to create a well-studied and comprehensive framework on corporate rebranding that analyses both the pro and cons of the issue. 1 Introduction 1.1 Background study In recent times, observations reveal that there has been an increasing emphasis on using brands as a management strategy for achieving better business outcome (Balmer and Greyser, 2003). Increasing competition at a global level has led the corporates to feel a desire for uniqueness. If variables that give a firm its most unique value while helping it to gain a competitive edge over the rivals, are examined, corporate brand or image appear as most relevant

THE IMPACT OF DRESSING ROOM LIGHTING DIRECTIONS ON CONSUMER Research Paper

THE IMPACT OF DRESSING ROOM LIGHTING DIRECTIONS ON CONSUMER - Research Paper Example The hypothesis are whether there is a positive impact towards lighting in dressing rooms and whether the emotional state of mind of any buyer is affected by the lighting system thereof. The design of the retail stores in aspects of display of clothes, the entrance, space availed for shopping, the dressing space and finally the mood and atmosphere in general, plays a key role in attracting and maintaining customers. The satisfaction of any consumer who comes in the retail shop is at the core of business growth and survival. To the management team, it is vital to lay consideration of the atmosphere of the store and the mood that will arouse the customers for maximum satisfaction. It is very important to understand the mood of the consumer base in order to determine the aspects to focus on in store layout and design. One of the aspects that are mostly sensitized on is the lighting in the dressing room. This analysis looks into the impact in which lighting in the dressing rooms has had in consumer conceptions and perceived decisions. Research is being done on the environment and the effects on arousal of the customer, perceived outlook and finally in making the final p urchase. The dressing room is at the core where the consumer makes the overall decision whether to purchase the outfit or not. The look the customer perceives from the mirror view and the lighting of the room plays the key to decision making. Despite the fact that retailers have gone to extreme lengths to attract consumers with discounts and display the best outfits in stores, this fact alone cannot influence the final decision for making the purchase. A customer will spend more money if his/her shopping experience is satisfied to the maximum (Donovan et al., 1994). Lighting factors to be considered include the positioning of the light i.e. overhead, frontal, side by side or any other position; the amount of lighting dispensed i.e. too