Philips Sense And Simplicity

Philips Sense And Simplicity The case describes the challenge faced by the CEO and newly hired Chief Marketing Officer to reposition the Philips brand and drive the organizational changes to support the new vision. Central to the version was the Sense and Simplicity marketing campaign, which came to embody a whole new way of doing business at Philips. The primary target of the Sense and Simplicity campaign was customers aged 35-55. Philips was not thought of as a cool and attractive brand by Generation Y consumers. Philips must rewire the Sense and Simplicity campaign for the Generation Y market. Answer the following questions- a). The results revealed that consumers across various countries seek simple technology, i.e., technology without hassles. In this background, how did Philips utilize its technological strength to connect with the customer? Philips has a brand promise of sense and simplicity and they differentiate themselves through their innovation process, the way in which they develop customer relationships and the focus from their own staff on providing a superior experience related to customer. But with the impact of Social Media becoming the most important activity on the web, they have identified that there are many areas into which they must expand their horizon to keep the customer promise fresh and focused. About more than 200 million users joined facebook in a single year and 34% of bloggers blog about products and brands. In this environment its not enough to know that this is happening you need to know what people are saying and you need to find the best way to react. With only 14% of consumers trusting advertising, companies need to be reaching and reaching positively the 78% of consumers who give and rely on peer-to-peer recommendations. First thing is to take note, and then the service teams can ENGAGE with and supply SUPPORT to the clients. Mainly where there is negative response, the plan is to change this into positive advertising. Likewise to other companies such as Apple and Dell, Philips is also driving channels for peer-to-peer support. More than 50% of question from customers are answered by other customers. All of a sudden its not just a conversation; its a community of support and commitment. Effectiveness on the whole is measured using very simple KPIs (upholding the brand statement) and the main focus is on the delivery of true support. Today Philips provide products and services in three main areas: Healthcare Philips is the leader in top-of-the-range medical diagnostic equipment, helping surgeons in the battle against heart disease and cancer. Progressively more consumer health and well-being have also become a focus. Philips Healthcare is using Net Promoter and Social Media strategy to revolve health-care into human-care through the approach of active listening. They unite social media streams to NPS strategies to distribute a holistic experience for their customers. Supervision comes from a global level but delivery, execution and empowerment is based at the local level. Even as Marketing makes the promise to the customer, the Service association is then liable for keeping the promise. And the Social Media approach is part of delivering on the promise. Lifestyle Philips innovates in their lifestyle segment with their Ambilight TV and DVD recorders. The company has recognized a leadership position in lighting and has introduced electrifying new products such as the Senseo coffee concept. Technology Philips semiconductor and lighting products are embedded in the cars we drive, in the offices where people work and in sports stadiums. Philips proves its presence at world level; it illuminates monuments such as the Pyramids, the Eiffel Tower and events like the 2004 Olympics in Athens. Philips Electronics has unveiled its newest brand movement, which focuses on bringing the impression of simplicity more rapidly to customers around the world. Building on the companys sense and simplicity brand positioning, the drive focuses on prominence the benefits offered by simplicity, as well as allowing consumers to openly experience simplicity first hand. The new drive spans TV, print, online and outdoor media in 10 markets across the globe China, France, Germany, U.K., U.S.A., Brazil, Russia, The Netherlands, Italy and India. The drive will also see Philips spread out on the creativity and uniqueness that has already been applauded for new ideas that advance the consumer experience, such as the sole sponsorship of CBSs 60 Minutes, a agreement to bring the contents pages of Time, Fortune, People and Business 2.0 to the first four pages of the magazines, and allowing visitors to access premium content on the Wall Street Journal and ESPN websites for free. To widen the envelope further outside traditional advertising means, Philips most recent campaign will also comprise experiential marketing activities for the first time in each of the countries to help allow customers to fully understanding simplicity in action. Some of these activities will comprise Simplify New York which will provide New Yorkers with free access to the premium online service from The New York Times, free copies of the magazine, The Week and a set of online tools to make their daily lives easier; the launch of SimpliCity.com, a website (www.philips.com.br/simplescidade) which will supply people in Sà £o Paulo and Rio de Janeiro with the first central online resource to access and share valuable information and tips that simplify life in these cosmopolitan cities; and a Simplicity Squad in Canada providing customers with free vouchers for products and services to simplify their lives, as well as activities in other markets. To promote the discussion and debate about simplicity, Philips is also sponsoring an online forum to let people from all over the globe to voice their opinions and share their experiences of simplicity. The www.livesimplicity.net discussion forum allows people to contribute to online discussions and also begin thought of their own about simplicity in areas as varied as travel, business, communication, health and wellness, and technology. The site gives everybody a opportunity to have their say, interact with others and discuss problems. It is hoped that this interactive dialogue will contribute to helping find the solutions to meet future needs. b). New products, new services, new solutions, business creation, strategy, research, brand architecture, contact with customers everything must be driven by the brand positioning. What internal changes did Philips initiate, to link its processes with the theme of Sense and Simplicity? Sense and simplicity characterize the whole thing that Philips does and reflects that it is market oriented i.e. everything is intended to meet consumers needs and is based on customer insights. For more than a century, the company has been interacting with people in their daily lives. More than a million Philips products are purchased each day. It is trusted as one of the worlds top brands, with an incomparable understanding of how people interact with technology. Philips was established in 1891 and made lightbulbs an easy product. Right through the years the company enlarged its portfolio into technology products that became too complex for most users. When Philips realized this, it determined to make life easier and so launched a brand repositioning all about simplicity. The term positioning refers to where products and brands are located in a market. What is more crucial is where consumers see such products/brands being located in the market. For example, customers might see products as giving good value or poor value for money. They may associate a brand with high quality or low quality. It is key to carry out market study to spot suitable positions to take in the market. A suitable position is one that suits customers necessities. The term repositioning refers to a cognizant strategy to alter the site of products/brands in the market. The new best position should be based on market research. How Philips repositioned itself sense and simplicity is the brand guarantee that Philips has recognized through its research as the best one to take. Since the launch Philips has made immense improvement. This has been recorded by achieving milestones down the route. Excellent examples are the creation of a Simplicity Advisory Board (SAB) and the launch of a range of thriving products such as Senseo ®, a coffee machine that is stylish and simple to make use of. Creating a repositioning strategy A responsible strategy The stages involved in moving a product are: carrying out research to find out the weaknesses of the preliminary position researching a right track to take Creation plans and taking actions to improve the position. A difficulty that faced Philips in 2003 was that its media investment was somewhat unfocused and was spread thinly among too many different product segments. The table shows just four product areas and the target audiences for each, which were being addressed. In addition Philips products were marketed beneath lots of names, using a range of dissimilar advertising approaches. It was no wonder that there was great uncertainty in customers minds. The challenge in front of Philips, therefore, was to generate a clear vision that would help the company to reposition itself and all of its linked brands. A brand promise was then set out that is clear and easy to follow. The brand promise is sense and simplicity. In the recent high-tech age, consumers are faced with a lot of hard product choices. What most of us want are clear-cut communications about the settlement that these products will provide for us. This is as true of medical professionals ordering brain scanning equipment for a hospital as it is when you or I want to buy a light bulb, electric toothbrush or cordless kettle. Three main elements This is why the brand promise sense and simplicity is so significant to Philips. Creating consistency and direction In order to move ahead it was crucial to recognize the key issues. The difficulty facing the company was lack of loyalty and direction. Resources were being spread too thinly across too many products, with developments in numerous countries. Decision making within the wider Philips organization had develop into patchy. This was plain to see there were in addition many products, too many markets and a lack of consistency in advertising. For the customer it was tough to tell what was and what not a Philips product was. Meeting customer needs The first challenge was to modify the Philips image. This was built about sense and simplicity. The message that Philips is getting across at present is that the whole thing it does is focused on meeting customer needs. The entire thing that Philips does now is based on this concept. The message is spread through the organisation, making sure that all business processes are founded on sense and simplicity. Everybody who comes into contact with Philips, whether they are employees, customers, shareholders, suppliers or other stakeholders, should observe this brand promise. For example, it is publicized in the company logo and all the company operations from top to bottom. Sense and simplicity is shown in all the new products that Philips develops, as well as in existing ones. When the company designs a latest electric kettle, its concern is to offer a state-of-the-art, easy-to-use product. The same principle applies to medical equipment, flat screen TVs, and food mixers and so on. New Philips products are: advanced based on market leading technologies designed around you based on the result of careful customer research Easy to experience easy to use. Philips is also looking at all of its existing products to make sure they fit the wants of sense and simplicity. The third key element of sense and simplicity is communications. All Philips exchanges should be easy to understand. The message given is directed at the target audience and is simple to follow. One of the key ease milestones has been the launch of the Simplicity Advisory Board (SAB). This is a think tank of independent experts from the fields of information technology, healthcare, fashion, design and architecture. It has been able to give an outside-in view of what simplicity means and how this can be legal across the organisation. The members of the board were selected for their wide ranging knowledge and expertise. Illustrating the strategy products Philips image We can demonstrate the new repositioning strategy by taking the example of several of the high-tech products that Philips has just worked on. A good example of this is Senseo ®. Senseo ® Coffee System has been developed through a joint venture between Philips and Sara Lee, a Fast Moving Consumer Goods (FMCG) supplier. The key aspects of Senseo ® are: cool design easy-to-use technology Amazing coffee. Between 2001 and 2005 more than 10 million of these coffee machines were sold in eight countries an impressive total. The product embodies what Philips is trying to achieve in everything it does. This is to join an exciting state-of-the-art product with simplicity. The coffee makers are combined with Douwe Egberts Senseo ® coffee pods to give customers the taste they want. Recently Philips launched its own Simplicity Event. This provided Philips with a prospect to share, with stakeholders, how far it has come in its assurance to sense and simplicity. Products that already deliver this promise were exhibited, together with living prototype demonstrations of how Philips envisions simplicity in the future. Senseo ® is one example of sense and simplicity in action. Communicating sense and simplicity At the heart of business achievement is good communication. This means sending messages from individuals or organisations to others (receivers). Good contact involves: communicating a brand promise, in this case sense and simplicity in a clear and easy to understand way to the right target audience Using the right media. There are a number of ways that Philips does this: As it is a worldwide company, it is essential to direct contact from the centre. This ensures that the Philips message is conveyed consistently. Philips believes that there should be a single insight for each product (not mixed messages). All innovative work carried out by advertising agencies must be based on the sense and simplicity promise. Television and print (for example, magazine) adverts are offered in a standard way at least three Philips adverts in a single magazine in a campaign that might last for eight publications of the magazine.

The Portrayal Of Individualism Sociology Essay

The Portrayal Of Individualism Sociology Essay The Title of this research is The Portrayal of Individualism: A study on Marvel Movies IRON MAN 1 (2008) and IRON MAN 2 (2010). In this chapter introduction is made on the Research Background, Research Problem, Research Objectives, Research Questions, Research Significance, Research Scope, Definition of Terms and Conclusion. Research Background This segment is to briefly introduce the Marvel Movies, IRON MAN 1 and 2, Individualism, and some manifestations of individualism. Individualism is one of the major dimension of researcher develop a study on culture. Several of research had developed to comparing individualism and collectivism. Individualism Western country, especially United States of American, is encouraging individualism as socializing climates. We can found a word from United States Declaration of Independence. In its second sentence: We hold these truths to be self-evident, that all men are created equal, that they are endowed by their Creator with certain unalienable Rights that among these are Life, Liberty and the pursuit of Happiness. (Constitution society 2012) United States of American major ideology is everyone has the equal right and they have freedom to do what they want without force by other people. The liberty in the second sentences of United states Declaration of Independence clearly state central idea of individualism: freedom as an individual. (Constitution society 2012) Individualistic societies are described as emphasizing independence, freedom, and personal assertiveness as socializing climates in which a persons self-esteem develops (Kagitcibasi, 1996; Triandis, 1989; 1995). A Western view of self-awareness is based on the idea that ones private self resides within each person consistent with such cultural themes as the separateness and distinctiveness of each person (Gecas Burke,1995).Western country encouraging freedom of action, refraining from severe restrictiveness, and encouraging self-confidence for exploratory behaviour. Individualism  is the  moral  stance,  political philosophy, ideology, or social outlook that stresses the moral worth of the  individual. Individualists promote the exercise of ones goals and desires and so value  independence  and self-reliance while opposing external interference upon ones own interests by society  or  institutions  such as the government. Triandis (2000) states that cultural pattern of individualism is A) sample the individual self is conceived as independent of in-groups B) give priority to personal goals. C) Use attitudes much more than norms as determinants of their social behavior. D) Pay attention only to their own needs and abandon interpersonal relationships that are not optimally beneficial to them. Triandis (1994) has suggested that individualism emerges in societies that are both complex and loose. For example, Hollywood stars live in a culture that is both complex and loose. This speculation has not been tested rigorously but the data seem to hang together reasonably well. He also use Japan as an example that the complex Japan nowadays is less collectivist than 19th century. He also mentioned that modern, industrial-urban, fast-changing cultures tend to be individualist. Hofstede (1991) work was one of the earliest attempts to use extensive statistical data to examine cultural values. In carrying out his research, Hofstede ultimately surveyed more than one hundred thousand managers in a multinational organization, from fifty countries and three geographical regions. Each country was assigned rank 1 through 50 in each his studies, include individualism versus collectivism. Andersen (2003) stated that individualistic cultures emphasize personal rights and responsibilities, privacy, voicing ones own opinion, freedom, innovation, and self-expression. Triandis (1995) also discuss individualism with 4 points. First, the individual is the single most important unit in any social setting. Second, independence rather than interdependence is stressed. Third, individual achievement is rewarded. Lastly, the uniqueness of each individual is of paramount value. Goleman (1990) highlight that peoples personal goals take priority over their allegiance to groups like the family or the employer. The loyalty of individualists to a given group is very weak; they feel they belong to many groups and are apt to change their membership as it suits them, switching churches, for example, or leaving one employer for another. Triandis (2001) writes that emphasize is placed on individuals goals over group goals. The self is promoted because each person is viewed as uniquely endowed and possessing distinctive talent and potential. Individuals are encouraged to pursue and develop their abilities and aptitudes. People taught to be creative, self-reliant, and assertive in many individualism cultures. Triandis emphasize on individual is emotionally disconnected from in groups such as the family because individual be taught to be independent. Social controls more on the personal guilt than on shame of other social norms or conformity. Individualist will belong to many groups but they not actually tie with it. Many groups that individualist belong to is to enhance self-worth, for example, self-help group, therapy group, or occupational group. In the Geert Hofstede research on Dimensionalizing Cultures: The Hofstede Model in Context (Neulips 2009) discusses the Differences between collectivist and individualist societies, in the table portrayal the individualism in 10 degree which is: Everyone is supposed to take care of him and his immediate family only, I-consciousness, Right of Privacy, Speaking ones mind is healthy, Others classified as individuals, personal opinion expected: one person one vote, Transgression of norms leads to guilt feelings, Languages in which the world I is indispensable, purpose of education is learning how to learn, Task prevails over relationship. It is worth noting Kashima (1998) mentioned Individualist cultures have languages that require the use of I andYou. English is a good example. It would be difficult to write a letter in English without using I and You. Top ranked country in the individualism country mostly using English. (Hofstede, 2001) Markus and Kitayama (1991) introduced the concepts of independent self and interdependent self to distinguish between the different kinds of self found in cutures. They suggest that people in individualistic cultures such as western generally will have an independent self. People in collectivist cultures such as eastern have an interdependent self. The independent self is an autonomous entity with clear boundaries between self and others. Internal attributes, such as thought, feeling and abilities, are stable and largely invulnerable by social context. The behavior of the independent self is governed and constituted primarily according to ones inner and dispositional characteristics. Based on Fiske, Kitayama, Markus and Nisbett (1998), The independent person is 1) bounded, stable, autonomous 2) has personal attributes that guide action 3)is achievement-oriented 4)formulates personal goals 5)define life by successful goal achievement 6)is responsible for own behavior 7)is competitive 8)strives to feel good about the self. According to Feldman (2001), western are more apt to experience emotions that are related to their view of themselves as independent, unconnected individuals. People living in independent cultures see achievement in terms of personal gains, viewing themselves as better or worse achievers than others. They compare their salaries and their grades with those of their peers, and they seek and receive individual rewards for good performance. The self-concepts of people in independent cultures, then, are based on personal, individual successes and failures. Oyserman, Coon, and Kemmelmeier (2002) summarize behavioral traits that have been shown to be associated with individualism. individualism is 1) optimism, 2) high self-esteem, 3) Lower social anxiety, 4) Emotional expression, 5) Satisfaction with self, 6) Satisfaction with freedom, 7) Direct communication style, 8) Lower relational commitment, 9) Preference to work alone, 10) Ease of interacting with strangers. According to Naomi and Mark (2005), American Movie always content ideology of their nation culture. Individualism as a part of American culture, it is exists in most of the American Movies. This argument obviously been emphasize in action movies, especially in those superhero movies, this research will examine two of the superhero movies, IRON MAN 1 (2008) and IRON MAN 2 (2010) to find out the portrayal of individualism. MARVEL MOVIES According to Marvel Studios official website (MARVEL OFFICIAL WEBSITE 2012), originally Marvel Films (1993-1996), is an American television and motion picture studio based in Manhattan Beach, California. Marvel Studios is a subsidiary of Marvel Entertainment, a self-contained part of The Walt Disney Company conglomerate. Since 2008, the studio has released six produced films Iron Man (2008), The Incredible Hulk (2008), Iron Man 2 (2010), Thor (2011), Captain America: The First Avenger (2011), and Marvels The Avengers (2012) with shared timeline, cast and characters, making up the Marvel Cinematic Universe. (MARVEL OFFICIAL WEBSITE 2012) The Marvel Movies is very influential to public of today, their productions are well known by most people in most place. Marvel Movies always have outstanding box office in various countries from west to east, inadvertently the values of those movies instill to audience around the world especially the youth generations. We can notice that the Marvel Movie did share the main value of US culture which is Individualism. And it becomes stronger in the portrayal of the character. IRON MAN Here is his introduction before the Iron Mask from Marvel official Website. Anthony Tony Stark was born to Howard Anthony Stark and Maria Collins Carbonell Stark, owners of the prominent US firm, Stark Industries. As a boy, Tony was fascinated with building and controlling machines. At the age of 15 Tony entered the undergraduate electrical engineering program at the Massachusetts Institute of Technology (MIT), and graduated with two masters degrees by age 19. Tony went to work for Stark Industries, but showed more interest in living a reckless playboy lifestyle than using his engineering skills. At the age of 21, Tony inherited Stark Enterprises when his parents were killed in a car accident secretly orchestrated by rival corporation Republic Oil (later ROXXON). Still lacking in business acumen, Tony promoted secretary Virginia Pepper Potts to be his executive assistant and left the majority of his workload on her so that he could avoid what he saw as a burden. (MARVEL OFFICIAL WEBS ITE 2012) MOVIE IRON MAN 1 (2008) According to Marvel official website (MARVEL OFFICIAL WEBSITE 2012).Tony Stark is well-known as a playboy and genius which led the defence contractor Stark Industries after his father was death. The moment after Stark demonstrated the new missile called Jericho in Afghanistan; he is ambushed by the terrorist group, the Ten Rings and then imprisoned in a cave. As Stark get seriously injured from the ambush, the fellow captive Yinsen save his life by installed an electromagnet into Starks chest so that can avoid the shrapnel which wounded his body to reach into his heart and cause him die. Raza, leader of Ten Rings, guarantees will set Stark free once Stark help them to build Jericho missile. However, Stark and Yinsen know that Raza will not release them eventually. Thus, in order to power Starks electromagnet, they secretly to construct a powerful electric generator named an arc reactor and a suit of armor for escape. Unfortunately, the Ten Rings discovered what they doing and Yinsen died because want to help Starks suit powers up. Stark successful escape from the cave and flies away until his suit is destroyed and he crash in the desert. Once Stark get back to his country, he announces to public that the company will not produce weapons anymore although Tonys father old partner, Obadiah Stane has try to persuade him to do not do so. Stark continues to improve his suit and arc reactor. Stark knows that Yinsens village, Gulmira will be attack by the Ten Rings using his company weapons. Stark wears up the new armor and flies to save Yinsens village. On the way flying back home, Stark is chase by two F-22 Raptor fighter jets. To get rid of their shot, Stark tells his secret identity to his friend, Rhodes. The Ten Rings found the pieces of armor suit and meet with Stane. However, Stane used his sonic device to subdue Raza and killed all of them. By applying reverse engineering method, Stane capable produce a new suit from the wreckage. Potts, who sent by Stark to hack into Stanes office, has found the evidences about Stane supplying weapons to terrorists and employed the Ten Rings to kill Stark. Since Stanes scientists unable to build an arc reactor, Stane attacks Stark by using a sonic device and take away his arc reactor. Luckily, Stark managed to plug in back his original reactor. Due to the original reactor cannot run his suit at full capacity, Stark lures Stane to the top of the Stark Industries building and guides Potts to overload the large arc reactor there. The huge electrical surge that knocks Stane unconscious, make him and his armor to fall into the exploding reactor, killing him. When Stark demands to explain the Stanes death at a press conference, Stark announces that he is Iron Man. From this kind of action, it can be shown that Stark consist of strong individualism. It is because he cares a lot of his personal achievements, as he produced a powerful armor suit. MOVIE IRON MAN 2 (2010) According to Marvel official website (MARVEL OFFICIAL WEBSITE 2012).The news regards Stark Industries CEO, Tony Stark revealed himself as Iron Man had spread to Russia. While Anton Vanko is pass away, his son, Ivan Vanko starts to used the prototype given by his father to build an arc reactor which alike with Stark. In order to carry on his father legacy Stark strives to re-organize the Stark Expo in Flushing Meadows. Meanwhile, Stark utilizes his armor to ensure world peace. When the senator Stern wants him to hand in the Iron Man technology to the government, Stark rejects, because he thinks that all the business rival around the world cant duplicate his work, it is unique and considered as his property. Based on Starks statement, it can be seen that he is a self-centered person and doesnt care who will afraid his armor threaten worldwide peace. Stark feels depressed when unable to find the new element to replace the palladium core in the arc reactor which can slowly poisoning him. Stark decide to keep his plight and substitutes Potts, who Stark Industries CEO with Natalie. By using an arc reactor as powering whip-like weapon, Vanko attacks Stark at the racing field. Starks able to subdued Vanko and get to know that he is the son of his fathers old partner. Vanko tells his desire to revenge on Stark family. Justin Hammer, rival defense contractor, rescues Vanko and hires him to complete a line of armored. Due to intervene from Stark, Rhodes wears up Starks Mark II armor to fight with him. The battle end up huge explosion while both fire repulsor beam and Rhodes returns the armor to the military. From Nick Fury, director of SHIELD, Stark knows that his father formed a SHIELD and disclosure Natalie as undercover agent. Stark discovers an encrypted message from his fathers old material which given by Fury and finally found the new element to replace the palladium. Hammer demonstrates Vankos armored drones and led by Rhodes, who wearing complete weaponries version of the Mark II armor. Stark flies with his new armor to stop Rhodes, however, all drones include Rhodess armor is control by Vanko used to attack Stark. Hammer is then arrested by Hogan and Romanoff try to catch Vanko but let him escapes. Besides, Romanoff allows Rhodes to control back his Mark II armor. Vanko is totally defected when Stark and Rhodes use fire repulsor rays at each other and create a huge explosion. Vanko activates self-destruct mechanism on his suit along with all his drones, obviously killing himself as well. Stark capable to saves Potts before the drones going to explode. At the end, Stark promises to work as consultant if senators Stern awards Rhodes and him with medals for bravely, although Stern not willing to do so. Research Problem As state in the research background, studies have shown individualism level of people increasing with the growing of science and technology. Individualism is prevalent in most of development country. To address this phenomenon, scholars conduct numbers of research toward individualism from different perspectives. As most research found, generally western country practicing individualism while eastern country practicing collectivism. Malaysia as an eastern and developing country it stands in a subtle position. Historical factor make Malaysia one of the special existing country in the world which absorb multi culture. There have lack of studies of individualism in Malaysia context. Compare with other developed country, Malaysia also lack of studies in teenager and youth behavior and thinking. Malaysia has lack of study to investigating humanity. It may one of the reason scholars in Malaysia unable to grasp the evolution of social behavior. By conducting this research, the study will first aims to study the portrayal of individualism in the Marvel Movie. Through the study of the films, the research can help to continue investigate perception of youth toward the movie. The understanding of youths perception toward the portrayal of individualism is not to manipulate or influence the youths behavior. The research may be able to give people a clearer picture to individualism among youth in Malaysia. Research Objectives 1. To examine the portrayal of individualism of Tony Stark, the main character in the Marvel Movie: IRON MAN 1 (2008) and IRON MAN 2 (2010). 2. To find out the perception of youth toward Tony Stark, the main character in the Marvel Movie: IRON MAN 1 (2008) and IRON MAN 2 (2010) Research Questions 1. How was the main character portrayed in Marvel Movie: IRON MAN 1 (2008) and IRON MAN 2 (2010)? 2. What is the perception of youth toward Tony Stark, the main character in the Marvel Movie: IRON MAN 1 (2008) and IRON MAN 2 (2010) after they watched? 1.5 Research Significance Film Industry has been producing quite a number of individualism movies. However, those movies will publish under different genres. Normally individualism can be found in action movie and superhero movie. People may confuse to differentiate the type of films and they are actually lack of awareness to identify individualism in the movie. This research able to carried out so that we can help people to understand the behavior of individualism own by Marvel Movie Character, it can also call awareness of public toward individualism in media content. The objective of this research is not to change people perception but at least giving people a chance to have a clear picture toward individualism. 1.6 Research Scope This research is done among Youth of Malaysia. The target audience limited to Malaysians who are 18 25 years old. Other than that, our target audiences focus to Malaysians who are currently staying in Klang Valley Area. Also, movies that study research on are only restricted to IRON MAN 1 (2008) and IRON MAN 2 (2010). 1.7 Definition of Terms 1.7.1 Portrayal Conceptual Definition A depiction of someone or something in a work of art or literature; a picture: A realistic portrayal of war. (Oxford Dictionaries 2010).A description of someone or something in a particular way; a representation: the media portrayal of immigration. An instance of an actor playing a part in a movie or play; a performance: his portrayal of the title character. Operational Definition The first objective of the research is to find out the portrayal of individualism. Therefore, to find out behavior shown by the character in the movie which demonstrate individualism. This research will define portrayal as how the movies figure the characteristic of individualism. 1.7.2 Individualism Conceptual Definition The habit or principle of being independent and self-reliant: a culture that celebrates individualism and wealth. (Oxford Dictionaries 2010) Self-centered feeling or conduct: egoism. A social theory favoring freedom of action for individuals over collective or state control: encouragement has been given to individualism, free enterprise, and the pursuit of profit. Individualism described bas emphasizing independence, freedom, and personal assertiveness as socializing climates in which a persons self-esteem develops (Kagitcibasi, 1996; Triandis, 1989; 1995). Operational Definition In the research it will be use to explain those behavior displayed individualism: self-motivation, autonomy, freedom, and personal assertiveness, independent thinking and Self-actualization. 1.8 Conclusion Marvel Movies is achieving excellent result in the worldwide. Marvel Movies almost be a guarantee of box office. It reaches most people of most places in the world. In unconsciously, the value in the movie actually influence how the people thinking, especially among children and youth. Contrast to public heard lot words about young generation now are egoism, lack of collaboration. Even without any evidence, the researcher believes it is some negative interpreting of individualism. But it is attracting to examine the portrayal of individualism in the action movie, especially from the Superhero movie. IRON MAN as one of the outstanding box office Superhero Movies, The research takes it as an example to examine portrayal of individualism. Hope the research can figure out the hypothesis or at least, attract more profession to do further research. 2.0 Literature Review Introduction This chapter reviews some of journals which discuss about individualism and dimensions of individualism. It also refers to some related discussion on culture, other explanation of individualism with terms independent culture. The similar research of individualism on media been mentioned to compare too. 2.1 Review of Previous Journals In this part will discuss about the previous journal. The purpose of review the previous journal is to compare the studies that conduct by others scholars to improve the investigation for further study and to reduce the mislead of research questions 2.1.1 Self-Interest Self-Values Expression James M. Baldwins Dictionary of Philosophy and Psychology (1902) defines Individualism in terms of political philosophy as the doctrine that the pursuit of self-interests and the exercise of individual initiative should be little or not at all restrained by the state and that the functions of government should be reduced to the lowest possible terms. As we notice that, people should be liberally practising in his works with lowest or not at all levels of restraints of the environment. Based on the study of the Chen, Chen and Meindl (1998), the researchers had presented the cooperation mechanisms by culturally shaped motives in the culture of individualism and collectivism. Firstly, the super-ordinate goal of the individualism is goal interdependence. Goal sharing is collectivists super-ordinate goal. Secondly, the group identity of individualism is self enhancement, collectivism presumed the group identity as the group complements. Thirdly, cognition based is belonging to the trust associated with the individualism. On the opposite sides, affect based is along with the collectivisms trust. Fourthly, accountability of the individualism is individual based but the collectivism is group based. Fifthly, the way to communicate of individualism is partial channel. On the other hand, collectivists use the full channel to communicate. Lastly, individualists and collectivists are also believed in equity based for the reward distribution. The research studied the cooperatio n mechanisms by culturally shaped motives in the culture of individualism and collectivism analysis correctly the advantages and disadvantages with people either they want to working alone or group working, although the contexts always have the good and bad conditions in it. Last but not least, self-interest might be explains people rather than accepts the individualism (self-based) is their only interest to pursuit or lives in collective society (group-based) also can be an interest of them. Accordingly, Nayef RF (2008) has been stress that humankinds generally assumed self-interest is the most important things of life. In Nayefs theory of human nature, which he has been termed human behaves as Emotional Amoral Egoism. After that, Nayef has argued that emotional self-interest primarily governed the human behaviour that can be focus initially on survival, achievement and domination. These facets of human nature are genetically coded survival instincts product  modified by the  totality of the environment  and expressed as  neurochemically-mediated emotions and actions. Reason, reflection and conscious morality are comparatively rare. The human mind is consequently a  predisposed tabula rasa, for the purpose of survival and the environment, which is resulting from both an in-built genetic code. Therefore, once humans basic needs been filled, they will be measured self-benefits on them. This may results the greater consequences between the individual and society. For example, Bill Gates has created Microsoft software afterward, billions of people have been benefits by this, relatively the globally business and economic markets were growth because of this. In Nayefs studied work (2008), he has been researched the most of the mankind are motivated by emotional self-interest and have the potential to be either moral or immoral. The conditions of circumstances will be determine the survival value of human beings moral compass in that being highly moral in an immoral environment may be detrimental to ones survival and vice versa. Indeed, people apparently seeking the gratification and feel good of the reason, they will behave altruistically to serves self-interest at some level. Obviously, individualism could be doing well in collectivist society on todays era. Nayef (2008) state that emphasized individuals is impossible completely escaped by the collectivist society although they were believed in individualism. This insight has profound implications for the re-ordering of governance mechanisms at all levels with a strong emphasis on the role of society and the global system in maximising the benefits of Professor Nayef term measured self-interest, when he has minimising its excesses. This is because human beings cannot be left to their own devices to do the right thing. The reformation offers the best opportunities of facilitating political and moral cooperation through the establishment of stringent normative frameworks and governance structures, which is best fulfilling the potential of human beings to exist and evolve in peace, security, prosperity and possible serenity. Kagitcibasi (1997, 2005) and Schwartz (2004), according to them, by contrast, set the limits of the notion of individualism to autonomy and criticize the merging of autonomy and selfishness into individualism. In fact, both authors argue that individual autonomy can be altruistic, going together with social relatedness and concern for others. (Kagitcibasi 1997 2005; Schwartz 2004). According to the Etzioni (1993), this understanding mirrors the notion of a communitarian spirit in social philosophy, which defines as communitarian a social responsibility form of individualism, it is also explained the combined emphasis on individual autonomy and solidarity with others. Empirically, Schwartz (2007) finds self-direction and stimulation to be close individual-level correlates of participation in collective actions among European countries. The researcher also finds that country-level scores of self-direction and stimulation correlate closely with Inglehart and Welzels self-expression val ues index. (Schwartz 2007). Therefore, it could evidently research more about the evidences of individualisms are correlates with the collectivists society. And, this is feasible and trustable for research the individualisms due to the findings. According to Christian Welzel (2009), the researcher pointed out the works from Schwartz (1992, 2007) developed an instrument to measure the most basic human values. Values are defined as trans-situational goals that people pursue in their lives. Referring to the goals of power, achievement, hedonism, stimulation, self-direction, universalism, benevolence, tradition, conformity, and security, Schwartz identifies 10 quasi-universal values. In short, 8 of the 10 Schwartz values have been shown to reflect two overarching polarities (Fontaine, Poortinga, Delbeke, Schwartz, 2008; Schwartz Boehnke, 2004; Spini, 2003). Based on the Schwartz characterization of polarity of the values, this is shows that the humankinds achieve to their goals whereas the goals of benevolence and universalism describe general concerns that environment. People had adequately enhancing themselves meanwhile what they do also can bring about the benefits to society. Based on the study of Welzel (2009), the researcher has been studied that the power is important to this person to be rich; to have a lot of money and expensive things. Self-Direction is important to this person to think up new ideas and be creative; to do things ones own way. Hedonism is important to this person to have a good time; to spoil oneself. Security is important to this person; to avoid anything that might be dangerous. Achievement is being very successful is important to this person; to have people recognize ones achievements. Benevolence is important to this person to help the people nearby; to care for their well-being. Conformity is important to this person to always behave properly; to avoid doing anything people would say is wrong. Adventure and taking risks are important to this person; to have an exciting life. Tradition is important to this person; to follow the customs handed down by ones religion or family. Universalism is important to this person; to care for n ature. (Welzel, C 2009) Christian Welzel (2009), the researcher has been studied the Schwartzs Values Spaces, the analysis on the basis of Schwartz-transformed value items after standardizing these items for their country means is shows that the power was finding as -0.8 in egoism/altruism and .0.0 in individualism/collectivism, the achievement that will be 0.3 in egoism/altruism and 0.3 in individualism/collectivism. Next, the benevolence were finding as 0.4 in egoism/altruism and -0.1in individualism/collectivism, the universalism were considered as 0.3 in egoism/altruism and 0.0 in individualism/collectivism. Furthermore, the security that will be 0.0 in egoism/altruism and -0.8 in individualism/collectivism, the conformity were considered as 0.3 in egoism/altruism and -0.5 in individualism/collectivism. In a nutshell, the stimulation was finding as -0.3 in egoism/altruism and considered as 0.7 in individualism/collectivism. The self-direction was considered as 0.0 in egoism/altruism and was considered as 0.5 in individualism/collectivism. On the opposite sides, Welzel (2009) researched the analysis on the basis of Schwartz-tran

Amy Tans Story Mother Tongue Essay -- Amy Tan Mother Tongue

Amy Tan's Story Mother Tongue A good portion of Americans today speak English as their first language. However, what makes us different is that it is rare to find two people that speak the exact same English. This is the argument Amy Tan makes in her story â€Å"Mother Tongue†. A first-generation Asian American, Tan emigrated from China to Oakland, California, where she became a famous writer. She shares her personal story of the English she speaks, and how much the people you are around can change the way you converse. While at home, she speaks to her mother in a â€Å"broken† sort of choppy English that she can understand. When she is talking to people she works with or deals with on a more business-oriented basis, she uses clearly spoken, grammatically correct, standard English. It was not until giving a speech in a room that her mother was a part of that she finally realized how different her two forms of English really are. â€Å"Mother Tongue† by Amy Tan, was written for all kinds of people. Those who, like her mother, speak a broken form of English, those who speak a more...

Comparison of Shakespeares Tempest and Forbidden Planet :: comparison compare contrast essays

Comparison of Shakespeare's Tempest and Forbidden Planet      Ã‚  Ã‚  Ã‚   On first glance, Forbidden Planet can easily be seen to parallel many other works relating to technology, nature, or both.   One of the most obvious parallels is, of course, to Shakespeare's The Tempest,   the story of a man stranded on an island which he has single-handedly brought under his control through the use of magic.   Indeed, the characters, plot, and lesson of Forbidden Planet mirror almost exactly those of The Tempest, with the exception that where The Tempest employs magic,   Forbidden Planet utilizes technology.   At this point, it is useful to recall one of Arthur C. Clarke's more famous ideas, which is that any technology, when sufficiently advanced, is indistinguishable from magic. Indeed, the technology presented in Forbidden Planet is not meant to be understood by the audience, but rather is, for all intents and purposes, magic. This is undoubtedly in part because the technology doesn't exist and therefore cannot be explained to us.   What is more important, however, is that how the technology works is irrelevant for the purpose of the movie, which is to entertain and to teach us a lesson about man's control over the elements and over his own technological creations.      Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   At this point a brief synopsis of the movie would seem to be in order, with special attention as to how it relates to The Tempest.      Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   In The Tempest, a man named Prospero and his daughter Miranda have been exiled to a remote island which is completely uninhabited, save for an evil monster and her son Caliban, and which is in a state of primal chaos.   Using the magical powers he has cultivated all his life, Prospero gradually brings the forces of nature on the island under his control, and manages to somehow enslave Caliban, whose mother has died in the interim.   (Some of these details are fuzzy because I am familiar with The Tempest only through Marx).   A group of sailors is shipwrecked on the island, one of whom falls in love with Miranda, the lovely daughter of Prospero.   Eventually, Caliban and other servants plot to overthrow Prospero, but are thwarted and taken back into servitude, thankful to get off that easily.      Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Having summarized The Tempest, it is easy to summarize Forbidden Planet. A man named Dr. Morbius and his daughter Altaira are stranded on a distant planet when a government ship lands there, whose commander falls in love with the beautiful Altaira.   The only significant difference in the two works, other then setting, is the conclusion of each.   Before we look at the differences Comparison of Shakespeare's Tempest and Forbidden Planet :: comparison compare contrast essays Comparison of Shakespeare's Tempest and Forbidden Planet      Ã‚  Ã‚  Ã‚   On first glance, Forbidden Planet can easily be seen to parallel many other works relating to technology, nature, or both.   One of the most obvious parallels is, of course, to Shakespeare's The Tempest,   the story of a man stranded on an island which he has single-handedly brought under his control through the use of magic.   Indeed, the characters, plot, and lesson of Forbidden Planet mirror almost exactly those of The Tempest, with the exception that where The Tempest employs magic,   Forbidden Planet utilizes technology.   At this point, it is useful to recall one of Arthur C. Clarke's more famous ideas, which is that any technology, when sufficiently advanced, is indistinguishable from magic. Indeed, the technology presented in Forbidden Planet is not meant to be understood by the audience, but rather is, for all intents and purposes, magic. This is undoubtedly in part because the technology doesn't exist and therefore cannot be explained to us.   What is more important, however, is that how the technology works is irrelevant for the purpose of the movie, which is to entertain and to teach us a lesson about man's control over the elements and over his own technological creations.      Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   At this point a brief synopsis of the movie would seem to be in order, with special attention as to how it relates to The Tempest.      Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   In The Tempest, a man named Prospero and his daughter Miranda have been exiled to a remote island which is completely uninhabited, save for an evil monster and her son Caliban, and which is in a state of primal chaos.   Using the magical powers he has cultivated all his life, Prospero gradually brings the forces of nature on the island under his control, and manages to somehow enslave Caliban, whose mother has died in the interim.   (Some of these details are fuzzy because I am familiar with The Tempest only through Marx).   A group of sailors is shipwrecked on the island, one of whom falls in love with Miranda, the lovely daughter of Prospero.   Eventually, Caliban and other servants plot to overthrow Prospero, but are thwarted and taken back into servitude, thankful to get off that easily.      Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Having summarized The Tempest, it is easy to summarize Forbidden Planet. A man named Dr. Morbius and his daughter Altaira are stranded on a distant planet when a government ship lands there, whose commander falls in love with the beautiful Altaira.   The only significant difference in the two works, other then setting, is the conclusion of each.   Before we look at the differences

The Benefits of XM Radio Essay -- Radio Technology Entertainment Essay

The Benefits of XM Radio Over the years, many people all over have listened to the radio for entertainment and information. Radio supplies news, sports, music, talk, and many other options with great ease. However, since television has become so popular lately, people look to it as an alternative to radio for the previously stated options. The reason for this can be linked to the redundancy that radio has encountered by not offering anything new and exciting for people to become interested about. Now, XM radio has solved this problem by giving people something new to look forward to by offering their services to anyone who wants to try something new. XM Radio uses satellites positioned in space to allow people to listen to the radio across the United States without having to be bothered with changing stations. This luxury has gotten consumers and analysts very excited and has been receiving a lot of hype in the media lately. The advanced methods of broadcasting will supply XM Radio with more appealing f eatures to listeners than existing entertainment. As a result, those who are bored with the current condition of radio entertainment may use XM more than FM and AM radio. The advanced technology that XM Radio uses is a big change from the old fashioned ways that FM and AM radio are broadcasted. XM Radio uses satellites in order to broadcast across the entire country with a clear signal. â€Å"XM satellites’ fixed orbits ensure a focused and consistent signal† (â€Å"Satellites† 2002). If the satellites need to be moved for any reason, no problems will occur with the broadcasting and ensures that the signals will not be lost (â€Å"Satellites† 2002). The ways in which were they were manufactured plays a big role in the quality of the signals that are sent to Earth. â€Å"The satellites were built by Boeing Satellite Systems, which is the world’s leading commercial manufacturer of satellites† (â€Å"Satellites† 2002). This was a smart decision by the makers of XM Radio because Boeing is such a well-respected company that it will ensure the confidence of needed consumers. Instead of having thousands and thousands of radio stations across the nation, XM radio uses a broadcast center in Washington, D.C. for the majority of its broadcasting. This will cut down costs of office space and employees, which in turn would decrease their budget. This center has â€Å"20 multi-function produ... ...ipped with some of the best-known names in car audio. These companies include Delphi, Delco Electronics Systems, Alpine Electronics, Clarion, Audiovox, Visteon, Pioneer, Panasonic, Sanyo, and Motorola (â€Å"Car Units† 2002). These audio systems will definitely help in the performance of the overall radio because the speakers are top of the line and provide better quality than any others. Also, it will most likely improve the sale of the systems since the name brands will attract more buyers. The improvements in radio will most likely attract people who are irritated by the difficulty of finding a station that suits their interests. It may take a while for this new product to become popular, but with the information that I have researched it is likely that it will catch on in the near future. Also, if this does catch on, then the number of people who listen to the radio instead of watching television should increase as the years go on. Some people think that XM Radio could take over FM and AM radio because of its overall superiority to them. Whether or not this happens, it is definitely a step forward in creating more luxuries for those who feel the need to be entertained.

Autobiography of Frederick Douglass

Frederick Douglass's Autobiography, Narrative of the Life of Frederick Douglass, An American Slave, is situated in a context that was not open to, or fond of the straightforwardness of his writing style. His open identity in an anonymous world of anti-slavery literature thrust him into international fame. His writings are often compared with that of Thomas Jefferson, and Benjamin Franklin. Unlike Jefferson and Franklin, however, Douglass's Narrative was inspired by much more than a harsh, but removed king-figure. Instead, violence and the difficulty of obtaining a worthwhile education spawned Douglass's quest for freedom. After compelling and continual praise from Garrison and Wendell Phillips in the Preface to the Narrative, Douglass begins his story immediately addressing the ignorance expected from slaves. They were not allowed to know their ages, they were often taken from their mothers at a very early age. Even Douglass admits that upon his mother's death, it meant nothing more to him than the death of a stranger. From a very early age, Douglass felt the need to learn. He recognized that a major distinction between slaves and their white masters was education. He recalls his master saying that education could do him (Douglass) no good, but instead â€Å"a great deal of harm. It would make him discontented and unhappy† (1776). At that moment, Douglass realized what he had to do to escape the bonds of slavery to achieve freedom. â€Å"These words sank deep into my heart, stirred up sentiments within that lay slumbering, and called into existence an entirely new train of thought† (1776). Diligently, Douglass learned to read and became an eloquent speaker. Upon his escape to freedom, the opportunity to share his experiences with multitudes of others that were unaware of the abilities of a Negro to think deeply and speak powerfully opened up. He led a revolution of thought and made available to the public a new perspective on universal and all-inclusive humanity. In addition to education, violence also played an important role in Douglass's efforts to prove himself an equal. He offers disturbing accounts of starvation and depravation of the most essential things in life. Numerous descriptions of violent beatings that were indicative of any given day on a plantation drew sympathy from those who read the Narrative. Douglass's stories offer a view of the brutality of slavery that was rarely seen or heard in that time, especially from a black man. His descriptive and graphic words grabbed hold of the hearts of readers and listeners. Douglass used his personal experiences, as painful as they were, to inspire a revolutionary new idea: the idea that Negroes were as capable (if not more capable to be able to endure those methods of punishment) as the whites. To Douglass, education would bring him out of oppression, and the violence he witnessed and endured left him no choice but to escape from that oppression. In his Narrative, the visual imagery of emaciated slave girls fighting for offal thrown into the street and women being beaten until too exhausted to even stand provided a foundation for events as critical as the Emancipation Proclamation. He showed courage beyond that which was called for by standing, as a former slave, against those who would oppress a person because of the color of their skin. His narrative is powerful and moving and it a cornerstone of the civil rights we have today.

Dish Rationale-an Overview of a Bread and Pastry Practical

Stretching back with history, scrapingstuff has played a life-and-death role as the staple diet of galore( stockpilenominal) Western countries. This said however, grounds of profit in Britain wasnt of the essence(p)ly app arnt until 55BC when Ro human beingss invaded, functioning with them complex cookhouse techniques, wa experimental conditionills and mechanical dough mixers. Such proficiency in the industry stemmed from the insane asylum of the first Guild of Bakers in 150BC Rome.Interestingly enough, it was ovalbumin booty which became sought after by Roman aristocracy of the time and although it is gloss over the bread of choice for numerous consumers in Western societies, its value and association with well-disposed crystalise has greatly declined. Despite much(prenominal)(prenominal) rapid development, Grains were first harvested by Egyptians in 8000BC and were crushed by hand utilise what we would recognise today as a pestle and mortar. All bread was u nleavened as raising agents such as yeast were yet to be introduced. lolly production began to develop along the potent banks of the Nile and by 3000BC, baking bread had go away a skill.Due to the warm climate, natural yeasts became attracted to the multi cereal grass dredge combinations which were utilise at the time, and so bakers began experimenting with leavened dough. With the invention of the closed oven, bread established its place as set off of a cuisine and at its peak, was used as currency (Bakers conspiracy. 2012). As the Egyptians had flex such experts at not only when baking bread, alone growing the grains postulate for its production, they began selling their excess to Greece, and by osmosis, the Romans learnt from the Greeks.Returning to an preferably point, by the time that Britain really learnt the probable of baking bread, thither were already 258 bakehouse shops open for business in Rome, with mankind ovens in the streets, for citizens to bake thei r own bread in (Yoward. T. 2012). Perhaps this was the first shell of bread production on a large scale, little did the Romans of that denomination advance the turn which the 20th Century would bring to the production of the commercial bread Loaf. It was the fetch of scientists at the Chorleywood flour Milling and bakery Research Laboratories which brought about a alteration for Britains living in the 1960s.By adding disenfranchised fats such as butter as well as various chemicals to the bread and mixing it quickly, bread which was ready to bake quickly and would stay fresh for long-run could be produced. The carry out was so no-hit that 80% of the bread in the UK is produced by the Chorley process ( discussion Magazine. 2011). Such manufacture together with gas ovens make outd mass quantities of bread at a low price then the homogenous white shredded buzz off has spread worldwide. Such an increasing petition for white bread began to take its bell on small independen t bakers with m whatever of them being forced into liquidation or facing take over.The first borecole brand to grace the UK market was applaud Bread, a name suited to the post war affluence which was sweeping the country. The term Bread winner came to refer to the man or women who worked to earn a wage, such focus on the importance of this commodity was not un corresponding the elevated regards which the Egyptians held during the generation of antiquity. With regard to the break of bread which was produced for the assessment, there were influencing factors behind the choice of doughs and pure tone changes.A starting point was the call of bread which I wanted to be reflected through the expose. Despite an average crafter bread roll being as much as twice as expensive as the standard slit white loaf, penury for better prime(a) bread is on the rise. It would be user-friendly to mistake this cultural shift as applicable to the more affluent societies of Britain, but as i nterrogation shows, it is the middle class who are greatly contributing to the people of consumers who are purchasing for quality quite an than quantity. Figures suggest that a bread transformation is far from close, but where 80% of the ? . 4bn cost of bread which is produced e actually year is sliced white loaves, the niche of master bakers which presently occupy only 5% of the market, shit room to grow (Rigby. R. 2010). Another important determine on the market, and one which was reflected by the choice of breads in the display, is that of flavour, ingredients, and recipes from abroad. Despite an frugal depression, many Brits place still sacrifice to venture overseas on pass and a lot return to the UK wanting to acquire the cuisine of the county which they nominate visited.Suddenly, a demand for continental bread exists wi shorten the British market. The diagram shows twain the doughs which feature in the display and the class of flavours which provided original ity as well as a balance in the midst of sweet and savoury. Brioche (Enriched Dough) tweed peal Dough Plain Brioche Bun Sesame & Poppy Seed Double umber Baton Sun Dried tomato plant & Olive Toasted Almond & vanilla Cottage Loaf Toffee apple & Pecan Smoked Bacon & Maldon Sea seasonStilton & Walnut Goats Cheese & Caramelised Red onion Apricot & Honey Roasted ail & Parsley Many of the flavour combinations which feature took influence from the Mediterranean from Greece, Italy and from France. These are countries which were highlighted as being popular tourist destinations and so are likely to have influence on the UK Bread market. There is a broad set about of dishes which these breads could be served with soups, entrees such as tapenade or as exclusive snack items to perchance be enjoyed with a coffee or over breakfast. food is poignant the growing demand for artisan breads. For the bulk of loaves produced using the Chorleywood process, cheap varieties of Wheat are used, t hese tend to be low in protein, vitamins and minerals. By contrast, the better quality wheat, which is by and largely used in smaller bakery operations, has a protein content of between 8 and 13%. Elements of the grain such as the germ, endosperm and kernel are analogously rich in vitamins B and E, as well as a range of minerals.Although a focus on diet is perhaps less relevant to the breads which featured in the display, Brioche and ovalbumin Bun Dough, as Brioche is high in fat and a very luxurious bread in the first place baked by the Romans as a sweet holiday bread. It is also often served as a pastry, a very popular feature of breakfast for many consumers, or as an element to a dessert (La Gourmandise. 2012). blank bread, as has already been touched on, often has a similar nutrient content to that of wholemeal or granary breads, as the table highlights.To before long analyse the data below, the white flour which was used in both recipes, is comprised of both insoluble an d soluble non starch polysaccharide (NSP), as well as high levels of carbohydrate (Bake info. 2012). As well as nutrition, the appearance of the bread display was perhaps the overriding factor when deciding on dough, flavours and shapes. As the images below show, the addition of moolah in the Brioche dough, and ballock as a glaze on the white rolling dough helped to create a slipperiness golden brown finish when the bread was baked.This is due to a chemical process called the maillard reply. Such a reaction occurs when carbohydrates in the bread combine with the proteins in egg at temperatures of at least coulomb? C. For the reaction to occur successfully, moisture in the bread has to be of average proportion, as if the dough is too wet the reaction will be inhibited. Often the maillard reaction contributes to flavour as well, distinctively this flavour tends to be nutty (Forbes. P. 2003).The range of flavourings helped to and produce a transmutation of twine whilst comp lex shapes added visual appeal to the display Below are the two recipes which helped me to create the breads. Brioche Dough Strong White flour 1000g Caster refined sugar 100g Fresh barm 60g Eggs 300g (Beaten) Whole Milk 235g young butter 200g brininess 20g Enriching the dough with Butter helps to create an almost cake like texture, whilst being moist and light. It also contributes to the distort of the bread and produces a rich greasy flavour which compliments the sweetness.The use of slit in the recipe also contributes to the colour as caramelisation takes place when the dough is cooked. White Bun Dough Strong White Flour 1000g Caster Sugar 84g Salt 20g Olive Oil 50g Fresh yeast 70g Water 550ml With regard to the white rolling dough, the use of Strong White Flour suggests that the gluten content is high and so an elastic, forge texture can be achieved. Sugar is required in the bread, as with any bread, to provide the Yeast with food which helps it calculate and grow.The a ddition of Olive Oil coats individually strand of Gluten in a thin film, this means that a lighter, softer dough can be achieved as the gluten will not set as hard when cooled as with a dough which doesnt have Oil in it. And so to summarise the success of the Bread display, which was produced, it is noticeable that a wide range of both shapes and flavours was produced, and the two doughs both complimented and contrasted each other. A range of skill was displayed and if the display were to be created again, perhaps a wider variety could be included.Feedback suggested that the flavours showed a good variation and the textures of the breads were as they should have been. Below are some photos which display the bread as it was at the end of the practical assessment. References Bakers Federation. 2012. The Federation of Bakers. London Accessed on 15/11/12 taken From http//www. bakersfederation. org. uk/the-bread-industry/history-of-bread. html Yoward. T. 2012. Hampshire mill Group Acce ssed on 15/11/12 Taken From http//www. hampshiremills. org/snippets%20history%20of%20bread. htm News Magazing. 2011.BBC News Accessed on 20/11/12 Taken From http//www. bbc. co. uk/news/magazine-13670278 Rigby. R. 2010. Management nowadays Accessed on 21/11/12 Taken from http//www. managementtoday. co. uk/news/1042696/Wheres-dough-artisan-bread/ La Gourmandise. 2012 Accessed on 22/11/12 Taken from http//www. lagourmandise. net/history. htm Bake info. 2012 Accessed on 22/11/2012 Taken from http//www. bakeinfo. co. nz/Facts/Nutrition/Nutrition Forbes. P. 2003. The Guardian Accessed on 22/11/2012 Taken from http//www. guardian. co. uk/science/2003/jan/23/science. research