The Influence Of Symbolic Interactionism And The Social...

In his book ‘The Presentation of self in everyday life’, Erving Goffman states â€Å"We are all just actors trying to control and manage our public image, we act based on how others might see us.† This is a pinnacle viewpoint of the sociological theory Symbolical Interactionism which is â€Å"a study of human group life and conduct which holds meaning central to human behaviour† (Blumer, 1992; Ray, L 2017: npg). This essay will critically evaluate this statement and its sociological significance. In order to critically evaluate this, the essay will break down the quote into two parts. This first half of this essay will explore one of the main ideas presented in Goffman’s above statement: the notion of dramaturgical metaphor. The second part will†¦show more content†¦These meanings only arise from interactions with other individuals and with society, and are sustained and recreated through this same process of interaction (Blumer, 1969 cite d in Carter and Fuller, 2015) Goffman is argued to be the most influential micro-sociologist during the 1960s and 1970s (Gale, 2008: npg). He operated against grand theories and their followers such as Parsononian theory which dominated sociology at that time. Social interactionism is said to have opened the box of Parsons’ concept of latency – the taken for granted ways we conduct social life – and explore it in more detail. Through micro-sociological analysis and focus on unconventional subject matters, Goffman pursued to provide a more refined account of how social roles are acquired and enacted (Ray, 2017: npg). He not only examined the intricate nature of individual identity. But he also observed interactions within a group, the effects of one’s surroundings, and the movement and interactive meaning of information. Thus, echoing Blumer’s basic tenets of symbolic interactionism state. According to Barnhart, (1994: npg) Goffman’s â€Å"perspective though limited in sc ope, provides new insight into the nature of social interaction and the psychology of the individual.† Furthermore, by moving away from the structures of systematic theories, whereShow MoreRelatedSymbolic Interactionism: Studies of Social Construction4480 Words   |  18 PagesSymbolic Interactionism: Studies of Social Construction Hundreds of years before written word, theories have been made about words, the symbolism behind them, and root meanings assigned by social construction. William Shakespeare can be shown as example of this with posed questions by characters in his writings. In Romeo and Juliet, the character Juliet poses questions that reflect the symbolism of the name of her and her star-crossed lover Romeo. â€Å"O Romeo, Romeo! Wherefore art thou Romeo. DenyRead MoreSymbolic Interactionism George Simmel Jacqueline Low10230 Words   |  41 PagesStructure, Agency, and Social Reality in Blumerian Symbolic Interactionism: The Influence of Georg Simmel Author(s): Jacqueline Low Source: Symbolic Interaction, Vol. 31, No. 3 (Summer 2008), pp. 325-343 Published by: Wiley on behalf of the Society for the Study of Symbolic Interaction Stable URL: http://www.jstor.org/stable/10.1525/si.2008.31.3.325 . Accessed: 31/03/2015 20:24 Your use of the JSTOR archive indicates your acceptance of the Terms Conditions of Use, available at . http://www.jstorRead MoreComplementary and Alternative Medicine in New Zealand1024 Words   |  4 Pages How do people from the general population decide to use complementary and alternative medicine (CAM) in New Zealand? †Complementary and alternative medicine is a broad domain of healing resources and techniques that encompass all health systems, modalities, and practices and their accompanying theories and beliefs, other than those intrinsic to the politically dominant health system of a particular society or culture in a given historical period. CAM includes all such practices and ideas self-definedRead MoreThe Epistemology Of The Decision Making Process Of Burglars1629 Words   |  7 Pagesunderstanding of how such offenders perceive and interpret their own circumstances and opportunities† (Clarke and Cornish, 1985 cited in Wright and Decker, 1994, pp.4).The study that this paper will discuss deals with the decision making of burglars and the factors that shape their criminal behaviour as well as their strategies they apply while conducting burglaries. The research design and the theoretical perspective of the researcher not only shape the research process but also influence the outcomesRead MoreFamily Violence Essay6096 Words   |  25 PagesFamily violence is not a new phenomenon, as it has essentially existed since the beginning of time. Only in modern times, however have societies begun to recognize violence and family members as a social problem (Barnett, Miller-Perrin Perrin, 2005). For many years, the social problem of family violence had not only been heavily ignored, but for a number of years, had not been fully understood. For example, family violence takes many forms and has a number of different names. Family violence, alsoRead MoreThe Sociological Imagination And Use Essay1683 Words   |  7 Pagesand ect. 2. How would a conflict theorist explain the educational system in the United States? How would this differ from how a functionalist might see it? †¢ A social conflict theorist might explain our educational system in the U.S. as competitive like we are all competing against each other to get the best paying job. This is different from the functionalist because they would see it as all of us working together to achieve a goal. 3. Discuss the main ideas of symbolic interactionism. †¢ SocietyRead MoreSummary Communication Theory13076 Words   |  53 Pagesmake connections among his ideas. A theory tends to shape our perception of reality and behaviour and guides us through unknown areas. Images of theory: 1.) Theories as nets: Theories try to explain phenomena. 2.) Theories as lenses: our perception is shaped by the way we want to see things. Thus, we pay special attention to certain aspects of communication, while disregarding others. 3.) Theories as maps: Theories act like guides through unknown areas. What is communication? CommunicationRead MoreRacial Division Of Medi The Double Standard3592 Words   |  15 Pagesconsidered intentional but just as dangerous. Media coverage efforts should include critical research focused on racial biases within media that are marginalizing and over criminalizing other races used to persuade ideologies. Many studies have researched the ideas of impartial racial bias in media (media and social media) in law enforcement and the legal field. There is a subconscious idea that harbors racist feelings while associating black (the color) with negativity and often marginalized groupsRead MoreThe Dynamic And Revolutionary Changes Of The 21st Century2470 Words   |  10 Pagesled to the development of the Virgin mobile: Game of Phones campaign. With the marketing objective to increase footfall during the summer period (Nov–Dec) by 5%, Virgin Mobile planned to create a campaign that is more centric approach instead of a social approach. They created a media strategy of us ing their mobile app as the core of their campaign and crafted a mobile battleground where Australia could fight for the Virgin rewards, Telco glory and receive real Virgin rewards with the every paid,Read MoreSummary Communication Theory13084 Words   |  53 Pagesmake connections among his ideas. A theory tends to shape our perception of reality and behaviour and guides us through unknown areas. Images of theory: 1.) Theories as nets: Theories try to explain phenomena. 2.) Theories as lenses: our perception is shaped by the way we want to see things. Thus, we pay special attention to certain aspects of communication, while disregarding others. 3.) Theories as maps: Theories act like guides through unknown areas. What is communication? Communication

Neurological Brain Disorder Alzheimer s Brain And The...

Neurological Brain Disorder: Alzheimer’s Jordan Taylor Psychology 09/23/2016 Abstract: In this essay I will be writing about the research I’ve done on the brain disorder Alzheimer’s. I will discuss all aspects of the disease, from how it first gets diagnosed to how it affects your body and how it may end with your eventual demise. I will also discuss my first-hand experience with my grandma and her battle with Alzheimer’s. I will explain the happenings inside of the brain in an Alzheimer’s brain vs the regular healthy human brain. For my report I chose the neurological brain disorder, Alzheimer s. I chose this Disorder because not only do I find it devastatingly fascinating, but I also have personal experience with it. I witnessed it first-hand with my grandmother who has since passed. Studying the brain has always interested me, from the everyday functions, to the quirky disorders that you’ve never heard of and everything in between. Alzheimer’s is a non-reversible disorder and there is currently no cure. It’s typically only seen in older people although there are some cases that occur in people a bit younger, called early onset. If family members have it you have a much higher chance of getting it as well. Alzheimer’s is currently the sixth leading cause of death in the United States and more and more people are dying of it each year. Alzheimer’s is named after the Doctor Alois Alzheimer. In 1906, he studied a woman s brain who died of a rareShow MoreRelatedAlzheimer s Di sease : The Most Common Form Of Dementia1427 Words   |  6 PagesDementia, known as one of the world s current pandemics, is estimated to be the fourth most common cause of death in the developed country, second only to cardiovascular, cerebrovascular diseases and cancer. With the aging population, dementia has gradually become a serious threat to the health of the elderly people in Australia. Alzheimer s disease is the most common form of dementia. Alzheimer s disease usually occurs in a primary degenerative encephalopathy in senile and pre senior periodRead MoreBrain Structure And Basic Functions6760 Words   |  28 PagesINDEX Preface I- Introduction - Brain Structure and Basic Functions II- Memory - Introduction - Improve your Memory - Memory Disorders III- concentration/focus - Introduction - Improve concentration/focus - Concentration/Focus Disorders IV- Brain Nutrition V- Brain Sleep VI- Brain Exercise VII- Brain Social Life VIII- Negatives for brain health - Stress - Alcohol - Smoking - Drug Addiction - Traumatic Brain Injury - Cerebrovascular Disease â€Æ' Preface The brain is the control center of theRead MoreThe Effect Of Exercise On The Body2597 Words   |  11 Pagesthe brain: the center of human activity and intelligence. One would want to do everything in order to preserve and improve cognitive abilities. It seems survival of the fittest is now a matter of neurological and cognitive capacities rather than physical attributes as it once was. Therefore, the question must be asked what effect exercise, a major aspect of human life, has on the brain. Only in recent years have researchers learned a significant amount of information about the human brain. ItRead MoreThe Role of Genetics In Alzheimer’s Disease Essay example3342 Words   |  14 Pagesfamily members or not having the ability to find your keys every time you want to leave the house. These are some of the struggles that people with Alzheimer’s disease face daily. Alzheimer’s disease was first identified by German neurologist Alois Alzheimer in 1906, and was discovered to have an overpowering effect on explicit memory loss (Gruetzner, 1988). There are two types of Alzheimer’s disease – early onset and late onset. Early onset occurs in patients who are diagnosed before the age of 65 whereasRead MoreImplement And Monitor Nursing Care For Older Clients1795 Words   |  8 Pagesand B12†. (Harris, P Nagy, S Vardaxis, N 2010). Most readily known as alcohol related dementia, Korsakoff’s syndrome is also known as Korsakoff’s psychosis and Wernicke Korsakoff’s syndrome. â€Å"Korsakoff syndrome is a preventable memory disorder that usually emerges (although not always) in the outcome of an episode of Wernicke s encephalopathy, therefore the chronic disorder is sometimes known as Wernicke- Korsakoff syndrome.† Wernicke encephalopathy is an acute brain reaction to severe lack ofRead MoreThe Marketing Research of Brainquiry33782 Words   |  136 Pagescontacts are needed they can be found by using the means stated in the sources part of the research. The excel file gives furthermore general information about private insurance companies and an overview of how many people do have which mental disorder in Germany. In the report the promotional part gives an overview of means to use regarding the target groups being looked at by Brainquiry. The final report of the Netherlands consist of following parts: excel files, explanation according toRead MoreVirginia Woolf : An Omnivore Diet9176 Words   |  37 Pagesthis delicacy which I am more than happy not to. Tadpoles, baby frogs (known in Thai as â€Å"gob†) are a significant part of the diet in many parts of Thailand and Africa. Moreover, being raised up on whole and wholesome foods I was an energetic, healthy young man. Probably too energetic as far as my mom was concerned. Somehow it came to me many years later that the meat we ate other than the chickens we raised were from factory farms. Where there is much suffering and abuse. You can go on YoutubeRead MoreItec Nutrition Case Study8549 Words   |  35 Pagesmeetings with her. Medical Bi-polar disease or Manic Depression What is it? Bipolar disorder causes serious shifts in mood, energy, thinking, and behavior–from the highs of mania on one extreme, to the lows of depression on the other. More than just a fleeting good or bad mood, the cycles of bipolar disorder last for days, weeks, or months. And unlike ordinary mood swings, the mood changes of bipolar disorder are so intense that they interfere with your ability to function. How its Treated?

Social Evil Free Essays

Sample essay on Social Evils Still Persist in our society Social evils are prevalent in almost all the backward countries. Surprising enough that India, a country proud of her ancient culture is no exception to it. Conservatism and fundamentalism apart there are certain customs that smear the face of this ancient land that is trying to build a modern image in the world. We will write a custom essay sample on Social Evil or any similar topic only for you Order Now Go to any part of the country you will find something going on you’ll be ashamed of. Even some good customs have taken a woeful course. There Was a time girls having taste in dance and music offered themselves to the cult of devadasis in prestigeoiis temples throughout the country. They were virgins and dedicated their lives to the deity in the temple. They were respected by the whole society. Muslim invasions are responsible for the demolition of a large number of temples in the North and North West. With them the very institution of devadasis disappeared. But it still persists in a few districts of Maharashtra and Kamataka. Ire rate between the age of 7 and 14 are offered to be bride of goddess Yellamma a Saundathi temple in Belgaum district. According to a rough estimate abort 5000 are still offered on full moon day during the month of Magh every year. Gradually a vicious belief has come up that the devadasis are maids to please Parashuram who lives in all men. A devadasi dare not displease Parashuram. What an obnoxious design to exploit the girls sexually. Most of these poor girls join the red light area (prostitute market in Mumbai and its suburbs. Bonded labor is another social stigma on our face. The poor in rural areas (both men and women) are lured by contractors’ men to have a job. They are given a few hundred rupees and sign a document making them bonded labor. They are taken to distant places to work in construction: rework or kilns. The women and small boys and girls are sexually assaulted too. Many of the boys are sold again and again. They hardly know where they belong to. Although Bandhua Mazdoor Mukti SanghofSwami Agnivesi got a very large number of these slave laborers free many are still there the net. The prey of the custom of devadasis and bonded laborers are general illiterate scheduled caste or scheduled tribe people from rural areas. But those girls who suffer because of the evil custom of dowry belong to all sections of the society both in rural and urban areas in almost all the state; the evil that started from the North has engulfed the whole of South too. Today the more educated a boy is the bigger the demand of dowry too. Thousands of girls who are harassed for not bringing sufficient dowry either commit suicide or are burnt alive by the in-laws or the husbands themselves. Caste system might have served the purpose of maintaining certain – discipline in the society when it was based on profession and not on birth. Today its proliferation into more than 5000 castes from four and that toe based on birth has become the gravest evil. It is responsible for the stratification in the society the upper castes are harassing the lower castes. It took the lower castes more than a millennium to assert themselves. Today they are up in arms against the so called upper castes—3000 against 2000. What a game? Caste consciousness has gained over national consciousness. It seems the social evil that was taken for granted in the past may bring a storm that will rip open the very basis of unity. Reservations for scheduled castes, scheduled tribes and backward classes may not be able to check the reaction in the minds of the lower castes against the upper ones who still consider the former as pariah. The disparity can be removed only by giving all equal status. The so called upper castes are not giving it even today—of course at the cost of their own safety in the times to come. Woman is wary of the design of the ojha if you go to a tribal village. He may declare you a witch and the villagers may kill you in their own cruel design. A large number of tribal women suffer from this agony every year. Don’t educate the tribal’s and the scheduled castes and this is what you get. Male Chauvinism and child marriages are the two social diseases that are 110 less harmful than AIDS itself. AIDS attacks a person who has . committed a folly or has been wrongly injected. Children are married at an they are not conscious of what is going on with them. Thousands of children become a prey to this evil on the day of Akshaya Tritiya in many areas of Rajasthan. Many children become widow before becoming girls. Their whole life becomes a hell. Male Chauvinism too is no less a social evil. Males have been dominating females throughout the world. It does not mean it is not an evil. In India—specially in the rural areas—women are worse even than the domestic animals. It is a social evil for it doesn’t allow the development of an egalitarian society that is the basis of a democracy. Moreover if a woman is ‘ Ardhangani’ (half part) it is rather queer half part exploiting the other half. How can the health of the nation be maintained that way? Essay – 1 Indian society is one of the oldest societies. It has got its own customs and traditions. Some of them are very old. They do not suit the present times. Times go on changing. We must also change our customs and traditions to keep pace with the times. Some of our customs are not only useless but are also obstacles in the way of social progress. It is, therefore, essential that they must be changed. The older must change giving place to the new; I will introduce the following social reforms, if ever I become the minister of social welfare. Our marriage customs must be reformed, Child-marriage and early marriage have no place in social life today. Boys and girls must be given some say in the selection of their partners. I will pass a law which make dowry hunting a legal offence. I will allow no business in the form of marriage, as this is a great social curse. This will be my first reform. Now-a-days we do not get the necessities of life in pure condition. Milk, ghee, butter, oil, etc. all are sold adulterated. Not only food stuffs, but medicines, toilet goods and their articles also are mixed with inferior and cheaper substances. This amounts to the cheating of the people. This is a social crime. I will make all possible efforts to curb this nefarious trade. The people will be ensured the supply of pure and unadulterated goods. In our society, drinking is becoming common. There is also drug addiction on a large scale. Then evil effects of such habits are too well known to need any discussion. Society must be saved from this social curse. I will educate the people against these evils as well as pass laws against them. When I become the minister for social welfare, this social reform will receive my urgent attention. Man and woman are the two wheels of the social cart. Both of them must be equally strong. But in our society women are illiterate. They are kept in ‘purdah’. They are denied their due rights. Illiteracy is most wide-spread among women. I will pay special attention towards female education. This will remove many evils from society. Purdah will come to an end. Women will become equal partners with men in the work of the development of the country. Untouchability is a curse. We treat a large section of our people, as if they were animals. I will do my utmost to eradicate this social evil. Public opinion shall be educated against it. The condition of the untouchables shall be improved. Food prices have been raising for sometime past, one of the main causes of this is the hoarding of food grains. There is acute shortage of a number of essential commodities. To earn huge profits, businessmen hoard the necessities of life. This causes great hardship to the people. I will introduce legislation to check hoarding with the greatest zeal and effort. Hoarders, black marketers and profiteers would be severely dealt with. These are but the most important of the social reforms which have been long overdue. Besides these, there are many other social evils like child labour, gambling, wastage of food etc. , on the occasion of marriages and other social ceremonies etc. I will introduce reform in these spheres also. Social reforms are urgently needed. There can be no two opinions about this. Others have also made efforts in this direction. But the results have not been very encouraging. I will give top priority to social reforms. Effective laws will be framed. Public opinion will be created in support of these reforms. Administration will be made strict. Then alone will success be achieved. Note: This essay can also be used for the topics like: †¢ If I Were The minister of Social reform Or of Social Welfare of My State †¢ Some Social Evils and Their Reform Essay -2 The social evils and superstitions that had crept in the society over the centuries made social reforms imperative for the development of the society and the masses. In the 19th century, the newly educated persons increasingly revolted against rigid social conventions and outdated customs. They could no longer tolerate irrational and de-humanising social practices. Moreover, the backward features of Indian society, such as the caste system or inequality of the sexes had religious sanctions in the past. Therefore, it was necessary to reform religious practices as well. The condition of women was pathetic. The various religions practised in India as well as the personal laws based on them consigned women to a status inferior to that of men. Polygamy, Purdah system, sort, ban on widow remarriage, no education for female child, female infanticide, child marriages were some of the evils that had vice—like grip over the society. It thus became necessary to take the women out of this degraded position and help her to realise her true potential. The problems of female feoticide, sexual harassment at workplace, education are so diverse that they need sound financial backing, all these social evils centre around the petty and marginalized conditions of women in the society. We need to combat evils like the glorification of sati places as pilgrimages, dowry system, girl feoticide, decline in sex ratio, harassment of women etc. This can be achieved by educating the woman and making her financially independent. Rajasthan has been in the news recently and for all the wrong reasons. First, it was tigers disappearing, then it was a guidebook that referred to sati-sites as tourist destinations, and then it was child marriages. The legal age for marriage in India is 18 years for women and 21 years for men. Any marriage of a person younger than this is banned in India under the Child Marriage Prevention Act of 1929. But child marriages still take place in India; particularly around the Hindu holy day of Akshya Tritiya (also knows as Akha Teej). Yet, it is a religious tradition in many places in India and therefore, difficult to change. People feel that traditions are valuable and should not be changed, especially religious traditions, since changing these would amount to asking people not to practise their religion, a fundamental principle of democracy. Dowry in India, the practice of endowing the groom by the bride’s family, is a tradition, which has changed its intentions from giving a gift to demanding for astronomical amounts which has bankrupted lots of families and made many girls either to commit suicide or being murdered. Bride-price, which is the endowment to the bride’s clan, which is widely practised in Papua New Guinea, too, has changed from the earlier intentions thereby making it a business. Moral and ethical concerns of the society weigh a great deal with those in public life as their behaviour is keenly watched by the people. At concerned quarters, views are being expressed over the general decline of values in public life. There is a general feeling that all is not well with our socio-political system which is functioning under a great strain. In such a situation, the representatives of the people have to set high standards of behaviour in public life. Members of Parliament have not only to represent the society but have also to lead it. Therefore, they have to function as the role models and this naturally casts on them a heavy responsibility. Our freedom fighters and national leaders had set high ethical and moral standards in public life and they followed those principles scrupulously. This tendency, it is painfully observed, is now on a decline. There has been a wide and critical collapse of moral values in all walks of life and a perilous decline in the human dimension in global, political and trade relations and national economy. Development has culminated in widespread discontent, corruption, unemployment, violence, communal and racial discord and much human distress, destruction and disillusionment. Barring this, the caste system, which had its roots in religion, is another curse in society. Though not so rigid in urban areas, it is still practised in rural areas with the same zeal. Caste determines man’s marriage, social circle and profession. The untouchables suffer from numerous disabilities and restrictions. His dresses, food, place of residence, all are degraded. Not only is it humiliating and inhuman and based on anti-democratic principle of inequality by birth, it is a cause of social disintegration. Thus, it has to be fought against. Another problem that our society faces is the rapid criminalisation of the polity, that could be the result of the fact that criminals have understood the mechanics of the electoral process and have themselves become contenders for power. Earlier, politicians patronised criminals and provided them protection from the law-enforcement agencies in exchange for the use of their muscle power during elections. And now it is the opposite-with the criminals themselves taking over the reigns of power and patronising the « politicians and their parties. Of late, there is an increasing exposure of the criminals in the! Governing system of the country, to the extent that it alienates the common people for power. The criminalisation of politics is a reflection of, and a factor that aggravates the crisis of the political system. Only a qualitative change that transforms the system from its very roots can resolve this crisis in favour of the people. In the rural economy, both unemployment and under employment exist side by side and the distinction between them is by no means sharp. In the rural areas, increasing population implies an increasing pressure on land. This pressure on land has resulted in an increase in the number of agriculturists, and this has largely contributed to the problem of unutilised labour or disguised unemployment in the agricultural sector. A large labour force accumulates around primary occupations. A general in elasticity of occupational structure prevents any large movement away from these in periods of slack demand. This leads to seasonal unemployment also. In short, the major feature of rural unemployment is the existence of unemployment in the form of disguised unemployment and seasonal unemployment rather than open unemployment that exists in the urban areas. Idol worship, superstitions, Brahmanical or clergy superiority, all had to be fought against, for all the social practices finding sanction in religion. Yet a lot needs to be done to eradicate from the shreds a number of social evils still haunting our society. How to cite Social Evil, Papers

Diesel Swot free essay sample

The solid consumer perception of the brand ethics and quality product offering back then set an immediate competitive advantage around the introduction of the additional items added to the clothing range. The Diesel brand portrays a lifestyle, something for the consumer to buy into rather than just buying a piece of clothing and this is reflected in one of their tag lines to ‘make people feel different and provocative’(Ennic Gilli Fort 2005). They themselves are passionate about the products they create and their commitment to produce quality, comfortable and trendy clothing have undoubtedly helped to build the consumers trust and belief in them and what they stand for. These brand qualities are carried right through their range and the consistent brand promises they emit only add to the success of selling their products. Diesel continues to diversify their collection and since 2000 have launched a premium sunglasses range, popular fragrances, wrist watches and even a hotel chain! The move to extend the brand outside a clothing range has allowed them to widen their target market and acquire customers from segments they may not have with just as a clothing brand. We will write a custom essay sample on Diesel Swot or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page The product extension can also increase the retention of their current customer base by offering even more desirable consumables and in turn build on the consumer’s emotional feeling to want the products. The Brand name itself is carried forward to the new product categories and this can potentially give an immediate competitive advantage in a sometimes overcrowded marketplace. Another benefit for Diesel is the trust created between the customer and the brand through quality consistently in their clothing, the customer knows what to expect from their purchase. This trust can be seen as an emotional attachment which in turn can strengthen consumer loyalty to Diesel. Pricing: Premium pricing can give the perception that Diesel is a more of an exclusive brand but also, the brand success can allow their products to fall within the premium price range thus only increasing the bottom line through the sales of high margin products. The result of selling high margin products which ultimately leads to a greater cash flow, and this allow Diesel to incorporate above the line marketing campaigns in to their marketing strategy. A healthy budget can be set aside for these mass campaigns only strengthening the brand further. People: I think undoubtedly the dedication, passion and creativity of Diesel’s workforce shows through in their brand and also makes them a desirable brand to be employed by. Place: Diesel flagship stores and selective distribution of their products are another benefit for Diesel. The stores embody the core image of the brand and the marketing within these stores is to focus on channelling this image to the customer on entering the store. Promotion: Diesels strong brand which exudes passion and energy is clearly shown in their marketing strategy. Using a combination of ‘above the line’ and ‘below the line’ marketing techniques, their promotions are always aimed at engaging the customer and creating a two way dialogue. Both methods are beneficial to the brand but in different ways. Through Diesels above the line campaigns, they can reach the mass market and attempt to push the lifestyle aspect they really believe in. This can be seen in their advertising campaigns consistently, where the images used can be thought provoking, sometimes bold and occasionally controversial, the most recent ‘Be Stupid’ campaign being an example. The idea is to encourage the customer to interact with the brand, the lifestyle, on the chance if they like it, they’ll also like the products. The launch of Diesel U Music in 2001 is a prime example where engagement and interaction with the customer is key to its success, ‘A year ahead of MySpace Diesel:U:Music ventures online forming one of the fore runner digital music communities’ (Diesel, 2012) Benefits for the consumer: Price: Quality and price transparency amongst the range of products mean the customers know what to expect from their purchase and can trust the brand. Consumers are willing to pay for quality goods and they then benefit from the quality. Product: It could be said that wearing Diesel clothing says something about the person who wears them, the consumer may feel it gives them status. The consumer’s personality may be expressed through the clothes they wear, and Diesels distinctive clothing range focuses on quality and identity but at the same time their marketing campaigns embody a funky vibe that it’s cool to be uncool with slight comical aspect. Mazurek 2011) The consumer can also engage with the brand and can feel part of the lifestyle portrayed through the ad campaigns. There can be a perception in the wearers mind that the clothing can enhance their self-image and thus fulfil the need for self-expression. Consistency, consumers know what to expect from the premium product they’re purchasing Diesel consumers know what to expect when they purchase a Diesel product. There is a clear quality and price transparency which builds a trust between the customer and the Diesel brand. This can mean there is less risk involved when the consumer comes to making decisions in the buying process. The customer’s perception of the brand must encompass value and promises of quality, clearly Diesel consumers benefit here as Diesel deliver on both. (Jacobson 2010) Q2. Conduct a comprehensive SWOT analysis on the Diesel Company. Note this question also requires you to research the company history. SWOT Definition: Situation analysis in which internal strengths and weaknesses of an organization, and external opportunities and threats faced by it are closely examined to chart a strategy. SWOT stands for strengths, weaknesses, opportunities, and threats. Internal Internal Positive Positive Negative Negative External External Strengths: Diesels brand identity is global, and its presence is over 90 countries worldwide backs this up. They have worked hard developing and refining what the brand stands for. The tag line, ‘For Successful Living’, born from the 1991 global marketing strategy represented the brand perfectly and paved the way for the fashion phenomenon that followed. Matt Haig 2004) Creative and passionate staff are a positive for any company and with Diesel the fact that their workforce are fully committed and believe in the brand itself shows through in their products and promotional campaigns. Rosso’s leadership skills drive the workforce, he is admired and it could be said he is a very inspiring character. According to Lipke (2010) Renzo was named as a Global Leader by Millennium Promise, a social group who were set up in 2005 by two me n, Jeffery Sachs and Ray Chambers, their aim is to halve worldwide poverty by the year 2015. Rosso serves as an ambassador for Millennium Promise and also provides funding for the project. And in the words of the founders himself Jeffery Sach’s â€Å"To have Renzo on your side is energy and creativity and ingenuity and reach. When you have someone who is world-class energy and world-class creativity, it makes a huge, huge difference†. (David Lipke 2010) Weaknesses: Diesels premium pricing strategy can be seen as a disadvantage to them as an item is only worth what a consumer is prepared to pay for it. The perception of quality and brand image must shine through in the products and meet the expectations of the customers. If these expectations are not met the risk is in not retaining and producing a loyal customer. This analogy can also feed into the fact that they do not own the majority of the stores retailing their products. The lack of control over the concession stores means that Diesel has to trust and rely on the individual retailers to promote products the Diesel way. This can mean that the Diesel image portrayed to potential customers is not consistent with the brand guidelines. Opportunities: Brands often use celebrity endorsements in order to heighten brand awareness and drawn attention to mass marketing campaigns. According to Spielman (1981), the use of a celebrity in an advertising campaign can make the ad more distinguishable and give a sense of sincerity. A celebrity endorsement is an obvious opportunity for Diesel as a global brand to make their products even more desirable however it could be debated whether their campaigns would ever actually require an endorsement as they are quite successful as they are. Threats: The black economy and the sale of counterfeit goods can seriously damage a brand image. Companies can experience a profit loss and the consumer is exposed to low quality products which can in turn affect brand loyalty. It is estimated by Reconnaissance International, a publishing/consulting firm, the black market costs the global economy $500 billion and proceeds have been used in criminal activity which in itself is a huge issue. (Brian H Murray 2004) The recent worldwide economic downturn has been more than a concern for most organisations. As a lot of consumers have tightened their purse strings, demand for certain products fall and the clothing industry is certainly not immune to the crisis. Back in 2009 Diesel seemed to have escaped the negative effects of the downturn according to their CEO (at the time) in this statement, and also had no intention of trimming prices either â€Å"A lot of brands will go out there with lower pricepoints. But is Apple discounting the iPod? No. Is Diesel going to screw around with our denim? No. It’s a short-term economic blip, we’re still up single digits this year. We’re going to attack the market with innovations, not cost reductions. † Good to hear some positivity, however I fear no one is out of the woods just yet. Q3. Discuss using Diesel and other related clothing brands as examples, the benefits and limitations of premium pricing. In your opinion, what impact do you feel the global economic turndown has had on the premium clothing industry? Definition Premium Pricing: Premium pricing is the practice of keeping the price of a product or service artificially high in order to encourage favorable perceptions among buyers, based solely on the price (Gittings 2002). Pros and Cons of Premium Priced Clothing Pros: It can be argued that premium pricing can create demand for a product. In Diesels case the decision to reduce, by 40%, the number of outlets where the Diesel products are sold meant they could carefully choose where the products are available thus creating more demand. This was a strategic and deliberate move, which chose stores where consumers were will willing to pay a premium price for the perceived luxury items. As the distribution on some products halved, pricing doubled on other products which only made the items more exclusive and they weren’t as widely available. Diesel was able to advertise in high-end magazines and boosted their advertising budget considerably after the move. . (Malone 2005) The G-Star Jeans brand is another example of where premium prices are charged based on the consumer perception of the brand. The brand positions itself as creating authentic, innovative, avant-garde clothing. With unique qualities clearly identifying their jeans and the continuous innovation to stay on trend, they have built up a strong consumer following which allows them to charge premium prices. (www. infobarrel. om, No date) For both, a premium pricing strategy can also result in a healthy profit margin! Cons: Premium pricing strategy can have a negative side in that it is assumed that the consumer will pay the price. The risk can be that the consumer expects a high quality product and if those expectations are not met a bad buying experience is felt. Another disadvantage is that competitors can undercut prices and this can potentially lead to a los s of sales. Selective distribution in order to make the products more exclusive and therefore keep at premium prices can also lead to a narrower segment of the market accessing the products. Giddens, Parcell, Brees 2002) Effects of the global economic downturn on the premium clothing industry, in my opinion: I think the downturn in the global economy has had a heavy impact on the fashion and clothing industry in relation to companies. On trend and branded clothing tend not to be on the priority list when a consumer comes to purchasing new clothes these days in my opinion, there’s just not enough pennies in the pocket and I think customers will search for bargains more often than not. This can obviously have a negative impact on the overall profits of high end product thus potentially forcing the brand to undercut prices in order to sell. Another negative effect I believe is the loss of jobs in local areas where clothing is manufactured. Any company in a time of crisis will strive to keep buying and production costs at a minimum to increase profit margin. This has seen clothing organisations, in for example the US, source material from cheaper overseas countries such as China and have the garments manufactured abroad also, for example Vietnam.