Stella Artois

Stella Artois was a beer brand who in 2006 received a reputation to being known as â€Å"a wife beater brand† due to domestic violence cases involving the brand. To turn this perception around the company begin emphasizing the history and values of the Artois brewery. To help with communication they created an online experience for the consumer, with short films, interactive film and gaming as well as 3D gaming. This allows the visitors to be introduced to the origins and heritage of Stella Artois and help erase the negative associations. What are the communication benefits of building a â€Å"brand narrative† in the way Stella Artois has? Do you think this is the best way to improve dialogue with the target audience?There are many communication benefits of building a ‘brand narrative’ in the way Stella Artois has. In this day and age consumers have become more engaged and are much more in control of receiving and interpreting brand messages. As a result co mpanies must be able to grow and adapt to their target audience, and Stella Artois decided to do just that. Individual Brand CongruityWhen Stella Artois decided to reimage their brand to get out of the negative perception of being the beer of ‘wife beaters’ they decided to go back to the basics. They decide to â€Å"distance the brand from its ‘lager lout’ image and shifting people’s perceptions of premium quality.† (Smith, 2010) The company decide to go back to its roots, by branding the origin of the Artois brewery which was established in 1366. They also used a feminine aspect to branch away from the rough masculine wife beater persona with the Artois-branded ‘feminine’ stemmed chalice glasses. Individual brand congruity is when â€Å"essence and core value of the brand resonate with the memories and emotional connections of the audience† (Smith, 2010) and with the brand narrative of the Artois Heritage the company estab lished just  that.To effective communicate to consumers, how the message is carried is really important. â€Å"Mediascape is the array of channels available which will carry the message† (Smith, 2010) Stella Artois utilized online resources by putting their site as the Centre of marketing communication. They created an online experience including a short film movie name La Bouteille to a 3D interactive experience Le Dà ©fi where â€Å"players challenge their friends to rescue a fresh-poured goblet of Stella Artois by engaging in a number of complex puzzles.† (Smith, 2010) Their method of communication gave them a global audience and engage their target audience with the impact of technology. Improve DialogueI believe that Stella Artois utilized the best way that they can to improve the dialogue with their target audience. One way that they used was with going back to their roots showing the heritage of the brewery. Artois relaunch of its products under the ‘la famille Artois’ helped enhance and promote the quality of the product. And with the feminine touch twist with the chalice glasses and the classy point-of-sale materials it promotes a premium product and discourages the audience of heavy drinkers and young males. Another tool used that was the best way to improve the dialogue was with their website promotions.With the constant change of technology consumers have access to multiple lines of products available as well as information anytime and anywhere. And using the technology reflecting the brewery gets the consumers engaged and allows them to interact with the company. For Stella Artois to launch a global, through the line campaign driving traffic to an international website I believe was the best way to improve the dialogue and find more of their target audience.

The Sacrifice of Isaac Essay Example | Topics and Well Written Essays - 750 words

The Sacrifice of Isaac - Essay Example I wanted to argue with God, bargain with Him if possible. However, images of my years of pilgrimage on this earth flashed before my eyes like they just happened a few days ago. I remembered the very first day God spoke to me telling me to leave my people, my father’s household and go to a place He was to show me, a place I never saw and did not know what to expect. This begun my long journey and the adventures God set for me to enjoy and the lessons I was to pick along the way. I saw myself using my wife as my protection to my flesh and life against the Egyptians as we went there because of a famine we experienced along the way. I was afraid that Pharaoh might envy me because my wife was exceedingly beautiful even as she was getting old, might kill me and take Sarai as his own. Although she was my half sister, I asked her to reveal only that information and not tell them that she was also my wife. Although God did not speak directly to me that time that what I did was wrong, He showed me this by inflicting diseases on Pharaoh and his households. I know now that He wanted me to put my trust totally on Him and so as if doing a replay on this account, God allowed us to move to Gerar where the people were godless and again I feared for my life more than what God could do to me. This time, God spoke to Abimelech who took Sarai as his wife and instructed him to return my love to me. How gracious God has been with me during those years I figured He was not able t o protect me. There have been more miracles God performed in my life only to show me that He can do anything for me but I wish to tell most importantly of the miracle about my son who was born when me and my wife were already likened to a dead tree. Isaac was promised to us long before he was born however, when we were getting older and my wife was not yet conceiving, we thought God might have meant us to

Cutural Belief Systems among Societies Formed and Transformed through Essay

Cutural Belief Systems among Societies Formed and Transformed through the New Mass Medium - Essay Example This exposure of vioporn to the media has also been attributed to the increasing cases of criminal sexual behavior such as rape. Feminist organizations, hence, have expressed their concern on the negative effects of vioporn on men’s behavior towards women. As a result issues such as sexism have occurred as a function of violent pornography (vioporn). Violent pornography in the media websites has been widely associated with anti-woman thoughts and acts. Hence the attitude of men towards women is major cultural factor affected by vioporn. Therefore, the effects of people getting exposed to vioporn have remained elusive. According to liberalist views, violent pornography has led to negligible negative effect as well as beneficial effects to the society’s culture. Therefore there is the need to define the extent to which pornography can be violent and beneficial or violent and harmful. According to the conservatives, the negative effect of vioporn on individual cultural val ues as well as social institutions and evidence implying changes is considered significant. Despite the finding of the three groups that is the radical feminist, conservatives and the liberalist, there is lack of reliable findings applicable to the issue. News-based websites have popularized violent behavior in the society whereby vioporn is one of such behavior. The manner in which this topic is treated both in news and entertainment by such websites has often been highly sensitive, irresponsible and totally inaccurate. Some of these websites include Yahoo News, Google News, and MSNCB News among others. These various websites tend to portray vioporn and suggest targeting selected viewers, mostly adults. The websites as well have been flooded with images of females who are usually victims, prey or even targets of the effect of such vioporn. Today the society has been saturated by such news as vioporn to the extent that they are viewed as normal behavior despite the consequences. As a result of such presentations the society has increasingly become used to such views and watching them has become part of leisure time activity. With the increasing technological developments, individuals tend to plug to media websites in order to establish who they are. Thus it is much of what is in the media that determines the individual behavior. Owing to this, the issue of watching vioporn is no doubt what will be an obvious part of human beings’ leisure activity. The media is becoming increasingly influential through its various websites to an extent that it provides the individual’s cultural training ground. Today most of what people practice in their daily chores is acquired from what they view in the mass media. Website Analysis The Business Insider is a website that mainly focuses on news related to business, entertainment, lifestyle, science and technology, sports and local news. The site is a favorite spot for catching on international news especially for those interested in the business and entertainment worlds. In an article written by Nicholas Carlson, the website reveals with considerable seriousness the level to which Yahoo, as a news-based website, hosts hardcore porn while advertising products on the same page. The article entitled Yahoo Hosts Hardcore Porn And Sells Ads Against It –Â  Advertisers React With "Outrage", demonstrates using a picture the kind of media content that yahoo presents besides its news (Carlson par 1).

Should women be allowed in the military And to what extent Research Paper

Should women be allowed in the military And to what extent - Research Paper Example This paper is an attempt to analyse whether women should be allowed in the military and in doing so the paper deals with the variety of traditional and modern roles that women have played in the military service. The role of women in military There has been the participation of women in the US military service starting from the formation of the union and they were often present in the warfare during the 18th and 19th centuries undertaking spy works, nursing, cooking and laundry works. Margaret Conrad Devilbiss classifies the areas of women participation in the military during the American Revolution in to three as â€Å"first, those referred to as women of the army or army women; second, those enlisted as regular troops fighting in uniform side by side with male continentals; and third, women serving as irregular fighters affiliated with local military companies† (Devilbiss 1). Women of army were having responsibilities to support the artillery in the warfare along with provid ing treatment in the military hospitals and in the war field. The second category has performed as regular enrolled soldiers and some of them fought disguised as men together with male soldiers. Separate military units were also formed during that period composed partly or entirely of women for the purpose of local defence. A continuation of women participation was observed in the US military activities of the 19th century such as the war of 1812, the civil war during the period 186-65 and the Spanish-American war of 1898 and they focussed mainly on the health care of soldiers as the number of death resulting from injuries and also from diseases were increasing and the situation was demanding the service of experienced physicians and nurses who possess emotional and Psychological stability, strength, bravery and willingness to work under risky environments to take care of the injured (Devilbiss 1). It can also be seen that women in military were allotted more of bureaucratic and tec hnical roles rather than military service on the war front (Caforio 290). The present role of women in military is not restricted to the field of health care and they also perform various other critical functions such as the operation of automatic weapons, driving military trucks, and flying fighter plains. However they are not allowed to enrol in units such as artillery or infantry where a direct combat with enemy is essential. Considering the words of Ms. Donnelly, the president of the Centre for Military Readiness based at Michigan, â€Å"Civilized nations do not subject women to combat violence. We sometimes don't have a choice about sending young men into war, but we do have a choice about young women. And we decided as a commission, in the majority, to say that, 'No, violence against women, we do not endorse that. We support women in the military, but we don't have to submit them to direct violence in combat.† The statement provides a clear picture regarding how women s hould be positioned in military. According to Ms. Donnelly’s observation it is necessary to have women in military to undertake a large variety of non traditional jobs and thereby to support various military functions (Role of Women in US Military Gets Renewed Debate). Women also possess precision,

Orientalism Essay Example | Topics and Well Written Essays - 1750 words

Orientalism - Essay Example The concept of orientalism is known to have initiated the commencement if the different modern throughts such as the post colonial theory. Upon the publication of the book, it had been recognized as one of the most controversial work in the last three decades. It had been considered as an important reference even in the academic institutions that it was translated to 26 different languages. There are two main concepts that are included in the theory of orientalism. These are prejudice and racism towards the people in the middle east such as the Arabic population. Orientalism is synonymous to stereotyping of the western region inclusive of the United States and Europe towards the Middle Eastern population. According to the thesis of Said, orientalism is a highly motivated notion resulting from a preconceived objective (Said â€Å"Orientalism Part One†). There are different points discussed in the interview of Edward Said. These include the repertory of orientalism, the relationship between orientalism and imperialism, American orientalism, the present day orientalist view, effects of orientalism and the relationship with the Palistine question which is another issue explored by the author. In the repertory of orientalism, the main point of discussion is the components of orientalist perspective. Said described the unrealistic representation of the east that is even advocated by the specialists of different fields. The said view even established a representation of the Arabic people outside history such as the mystecism as if the people in the Middle East did not developed through the centuries (Said â€Å"Orientalism Part One†). Another point is the connection between the development of the orientalist thought and the age of imperialist conquest of the western region specifically Britain and France. During the era of the empires in Europe military and ideological conquests were undertaken. An example given is the Napoleon occupation in Egypt where

Application of Microscopy in Biomedical Sciences Lab Report - 1

Application of Microscopy in Biomedical Sciences - Lab Report Example New applications are used to find the path of the unexpected discoveries (Suhling, French and Pillips 2004). Atomic Force Microscopy is the most important technique used in the biomedical applications, but it cannot compete with the traditional electron microscopy and confocal microscopy because of speeds at which later techniques capture the images (Haupt, Pelling and Horton, 2006). Some other scholars also emphasized on the importance of confocal microscopy used for the observation of living cells. Use of the confocal microscopy is now common as non-ionizing radiations are employed, which are also used for the tissue preparation and study of the living cells. TGFÃŽ ² stands for the transforming growth factor ÃŽ ², a family of the secreted factors, which are involved in the growth regulation, migration, differentiation, apoptosis, adhesion in the multistep processes for the wound healing, and angiogenesis. For the epithelial cells, the most important factor of family TGFÃŽ ² is the TGFÃŽ ² 1. It also acts as the growth inhibitor and expresses the early gene JunB. TGFÃŽ ² 1 also plays an important role for the morphology and transcriptional programme of cells. Endothelial cells differ from the epithelial cells, and show the additional features in order to achieve the specific functions. In these cells, the TGFÃŽ ² 1 also controls the process of angiogenesis (Var on et al., 2008). TGFÃŽ ² performs the dual role as metastasis promoter and tumour suppressor and keeps the balance between Smad3 and Smad2. Smad2 is found to be deleted or mutated in human cancers. ROCK Inhibitor such as Y27632 is used for inhibition of the GFP expression (Stuelten et al., 2007). Anti-Endo180 and B3/25 used as the anti-transferring receptor were taken from the Medical College in New York. American Diagnostic Inc. provided the Mouse anti-human LDLR and Mouse anti Human Upar. The wild type known as the Endo 180 was

Improving the Use of Medicine Essay Example | Topics and Well Written Essays - 2250 words

Improving the Use of Medicine - Essay Example The publication about this campaign was first reported in the Health Department report titled â€Å"Building a Safer NHS for Patients: Improving medication safety†Ã‚   (National Patient Safety Agency, 2004). Afterwards in 2006 the Health department of UK reviewed the patient safety-first policies. This was after they launched the first movement towards creating awareness and emphasizing on patient safety. However, this process was not an easy journey as the department experienced several challenges on the way while trying to deliver and implement this awareness. Consequently, the outcome of the first movement is what led to the recommendation to come up with a campaign for England’s NHS   (National Patient Safety Agency, 2011). A campaign was, therefore, devised that would support and promote the implementation of interventions. The interventions were to develop the welfare of patient care and consecutively contribute towards strategizing and providing Patient Safety First initiative (National Patient Safety Agency, 2009a). In 2007, a team known as the Safe Medication Practice at The National Patient Safety Agency (NPSA) produced a report on a campaign that seeks to improve the use of medications in the NHS. The campaign dubbed Safety in Doses seeks wrote a report that entailed detailed information on usage and incidents of medication. The report seeks to educate medical field, and those related to the medical field on important facts about medication incidents from various departments and show these incidents can be avoided. This paper will look at the main aims of the campaign and its effect on the distribution of patient care by NHS. AIM: The main aim of Safety in Doses initiative was to identify the weaknesses that arise in current medication practice. In the process, there is need to come up with ways in which healthcare staff and organizations