Definition and Examples of Division in Rhetoric

In classical rhetoric, division is the part of a speech in which an orator outlines the key points and overall structure of the speech. Also known in Latin as the divisio or partitio, and in English as the partition. The etymology originates from  the Latin, divide. Observations of the Term The partition is of two parts: the speaker can state the material on which there is agreement with the opponent and what remains in dispute, or can list the points to be proved. In the latter event it is important to be brief, complete, and concise. Cicero notes that there are additional rules for partition in philosophy that are not relevant here.(George Kennedy, Classical Rhetoric and Its Christian and Secular Tradition, 2nd ed. University of North Carolina Press, 1999)The Latin term divisio is related to partitio, but indicates that the main heads of the argument are prepared in view of the opposing position. The author of  Rhetorica ad Herrenium describes the divisio as having two parts. The first contains the points of agreement and disagreement between litigants arising out of the narrative. This is followed by a distribution, which is made up of two parts: the enumeration and the exposition. The enumeration involves telling how many points one will make. The exposition is th e giving of the points to be discussed. No more than three points are recommended. Cicero (Inv. 1.31) indicates that the partitio can take two forms: points of agreement and disagreement with a stated problem, or the matters which we intend to discuss are briefly set forth in a mechanical way. In theory, partitio heads should be explicit -- but in actual speeches this is the exception rather than the rule. Commonly the partitio is much less obvious (at least to modern readers).(Fredrick J. Long, Ancient Rhetoric and Pauls Apology. Cambridge University Press, 2004) An Example of Division/Partitio So you can see what the situation is; and now you must decide yourselves what is to be done. It seems to me best first to discuss the character of the war, then its scale, and finally the choice of a commander.(Cicero, De Imperio Cn. Pompei. Cicero: Political Speeches, trans. by D.H. Berry. Oxford University Press, 2006) Quintilian on Partitio [A]lthough partition is neither always necessary nor useful, it will, if judiciously employed, greatly add to the lucidity and grace of our speech. For it not only makes our arguments clearer by isolating the points from the crowd in which they would otherwise be lost and placing them before the eyes of the judge, but relieves his attention by assigning a definite limit to certain parts of our speech, just as our fatigue upon a journey is relieved by reading the distances on the milestones which we pass. For it is a pleasure to be able to measure how much of our task has been accomplished, and the knowledge of what remains to do stimulates us to fresh effort over the labour that still awaits us. For nothing need seem long, when it is definitely known how far it is to the end.(Quintilian, Institutes of Oratory, 95 AD, translated by H.E. Butler)

Chicano Movement - 1269 Words

More than a century of prejudice against one of the largest minority residing in the United States that continues today. To these days Hispanics are targets of discrimination and are not offer equal opportunities in jobs and education. The roots of discrimination go back to the end of the Mexican War when thousands of Mexicans became American citizens overnight. The sign of the Treaty of Guadalupe Hidalgo not only transfer land to the United States but also the people that live there before it became territory of the United States. These people began to suffer from discrimination in their owl land. Their sons and daughters did not have better luck because even thought they were born in the United States therefore they are American citizens†¦show more content†¦The Mexican Americans thought of themselves as Americans and they stressed their American citizenship in the basis of being treat equaly under the law that offered freedom and equality to all its citizens. Being Chican o represents the struggle of being a citizens of an Anglo society while being raised in the Hispanic culture. Chicanos are proudm of their heritage but they are also aware of their American culture. These American citizens had suffer from discrimination based on their Spanish surmane and because they keep their customs form their Hispanic culture. They have been denied equal acdces to education, jobs, healthcare and politcal representation. Discrimination against Mexican Americans has not been as overt as discrimination against African Americans.Howeve the fact that discrimination against Chicanos wasnt institutionalized did not meant that they still didnt suffer from deasecrimination regarding housing, jury selection, racial profiling which led to bad realtionships with the police and discrimination in the school system. Chicanos have been treaated as second class citizens in their own country. Their heritage was ignored in society, speacially at school, where they were denied to express their culture. States passed laws to prohibi the use of Spanish at schools. Students that suffer the most were those who did not speak English because they were punished physically, a practice that continue untilShow MoreRelatedSuccess Of The Chicano Movement1600 Words   |  7 PagesThe Chicano movement was a movement that inspired thousands of Mexicans and Mexican-Americans to boldly take a stand against discriminatory oppression. For years, the Chicano movement fought for Mexicans’ rights. However, the movement failed to recognize that its women were an oppressed group that also needed to be heard by the gringos and their system. The women were oppressed triply through race, class, and gender. Chicanas not only had to fight the American system that worked against colored minoritiesRead MoreThe Movement Of The Chicano Movement1412 Words   |  6 PagesThe Chicano movement that occurred in the 60’s and 70’s came out during the same time of the Civil Rights Movement. It was about fighting for social, political, and economic justice for Chicano people. The issues that were highlighted in the movement were; restoration of land grant rights, fair treatment of farm workers, educational access and dismantling racial discrimination for Chicano youth, and pushing for voting rights. Common historiographies of the Chicano civil rights movement in the 60Read MoreThe Chicano Movement During The 1960s 1261 Words   |  6 Pages Montejano describes the Chicano movement during the 1960s in San Antonio, Texas. Montejano wrote this book to inform readers of the events that happened within the Chicano community. San Antonio was mostly populated by Mexican-Americans in the 1960s, but was generally governed by Anglos. Anglos-Saxons did nothing to meet the needs of Mexican- Americans living in the West and South sides of San Antonio which were historically the lower income parts of town with the majority of people taking residenceRead MoreThe Chicano Movement By Frank Romero1024 Words   |  5 Pagesto society. The Chicano movement started in the 1960s; the public wanted to repair social injustice. The Chicano movement encompassed a broad section of issues; from restoration of lands, to farm workers’ rights, to enhance education, to voting and political rights. At this moment many individuals were trying different ways to express their views and one of those ways was art. In t he early years of the Chicano movement, Frank Romero established a reputation as one of the Chicano art heroes. ThroughRead MoreThe Chicano Movement : A Unique, Dramatic, And Multifaceted Social Struggle Of Affirmation1756 Words   |  8 Pagesthe Chicano community undertook a unique, dramatic, and multifaceted social struggle of affirmation. This historic phase became more and more varied and complex then previous struggles (Maciel, 2010). Mexican Americans took movement, defined and took pride in their own identity, asserted their civil rights, worked toward self-determination by improving their financial, social, and political circumstances. â€Å"Similar to other movements of this period promoting civil rights, the Chicano movement madeRead More The Chicano Movement: Struggles, Goals, and Accomplishments Essay examples1537 Words   |  7 PagesIn American history, civil rights movements have played a major role for many ethnics in the United States and have shape American society to what it is today. The impact of civil rights movements is tremendous and to an extent, they accomplish the objectives that the groups of people set out to achieve. The Mexican-American Civil Rights Movement, more commonly known as the Chicano Movement or El Movimiento, was one of the many movements in the United States that set out to obtain equality for Mexican-AmericansRead MoreMexican Civit Rights Movement 1940s Vs Chicano Movement 1960s592 Words   |  2 PagesOne of the many similarities about the Mexican American Civil Rights movements and the Chicano Movement in the 60s- 70s is that they fought for what they believed they had a right to have. Many in the 1940’s and in the 1960’s stepped up to show their loyalty to the United States by joining the military and sadly manly lost their lives during World War II and the Vietnam War. They were many Mexican Americans who were stationed in infantry and many dangerous areas during the war. They all fought withRead MoreOverview of the Chicano Movement691 Words   |  3 Pagesre-definition of the term Chicano came about during the 1960s due to the efforts of many young Mexican and Mexican-American students who infused a sense of social, artistic, political and educational pride in themselves and in their culture. These people were able to take this particular term and redefine it to their own liking as a symbol of pride and solidarity. To that end, th ere were many different impetuses that helped to spawn what has been called the Chicano movement. Initially, this movementsRead MoreChicano Movement Essay1250 Words   |  5 PagesAmerican citizens also continue to suffer from discrimination because of their background. After more than three generation of being born in America Chicanos decided to revolt. The Chicano movement bloomed in the 1960s when the generation was tired of the racial discrimination and decides to fight for their rights. They created organizations to help Chicanos, organize walkouts to protest against inadequate learning environment and they protested against unequal opportunists in jobs. The United StatesRead MoreThe Chicano Movement Of America1832 Words   |  8 Pagessuffer discrimination, poverty, and injustice. Tired of the injustice against Mexican immigrants and the discrimination they suffered, the Mexican-American started a movement, the Chicano movement. The Chicano movement occurs after being tired from suffering, for many years, margination, poverty and a broken â€Å"american dream†. The Chicanos besides succeeding in the creation of literary and visual arts that validated the ethnicity of the Mexican-American culture, they also achieved numerous legal and

Readings in Integrated Marketing Communication

Question: Describe about the Readings in Integrated Marketing Communication. Answer: Introduction There has been considerable amount of changes in the business process in the modern world with the introduction of complex and intensive equipments within the organization. With the advent of globalization, there has been a lot of transformation in the business environment and rivalry among the organizations has also increased. Therefore, every organization to increase its market share and competitive edge, tries to implement unique methods to attract the customers. These new techniques are often not eco-friendly as the waste residue and the product itself might have an adverse effect over the environment. Environment plays a massive role in influencing the human activities and therefore, it is vital to maintain a sustainable environment to attain a healthy and prosperous lifestyle in the society. The human beings have therefore become concerned about the natural environment, which has motivated few businesses to redesign their goals and behavior to address the new concern of the society. Some of the organizations have introduced concepts like waste minimization, environmental management, eco-friendly products etc in every operational activity and thereby increasing their customer base. The most important area of operational activity where environmental issues have received a great deal of importance is marketing. The terms like Green Marketing and Environmental Marketing has evolved as an important marketing concept to aware the society about the firms concern about the environment (Nathan, Mathi, 2013). This study will therefore, focus on introducing the concept of green marketing and will discuss its importance. It will also evaluate the reason behind the adoption of the above said method and how the customers react to such a concept. The advertising strategy for green marketing will also be taken into consideration. Review and Analysis of the Literature By the word Green Marketing, most of the people think that it refers to only the advertising and awareness of products with eco-friendly characteristics. But in general, Green Marketing is a much broader aspect, which is applicable to consumer, industrial goods and services. Therefore, green marketing incorporates a vast range of operations like the transformation in packaging, product modification, redesigned advertising, eco-tourism etc. The concept of green marketing came into existence in the year late 1980s and the early 90s. The organizations then used to respond to the public interest by packaging their new products as environmentally friendly and claiming that the products are recyclable, biodegradable, energy efficient etc (Awan, Wamiq, 2016). The wave of green marketing became prominent in the form of books published known as Green Marketing. Around the year 2000, another wave for green marketing came into effect when the corporate social responsibility and the triple bottom line became prominent globally. Certain publications like in 2005 by the United Nations report and then a book by Al Gore in 2006 brought in several scientific environmental debates to the common public in an easier way to understand. Green Washing The advent of green marketing, there came in lots of drawbacks in the late 1980s when many organizations used this name to demand false awareness about their products and services. For example, a firm named BP Amoco advertised its product Plug in the Sun by installing solar panels in many gas stations, while they aggressively were lobbying for oil in the Arctic National Wildlife Refuge. The process of green marketing is a very aggressive marketing strategy if the organizations implement them properly. The consumers fell in a dilemma about which product is environment friendly and beneficial as there were no labeling standards. Therefore, the consumers paid extra amount for the misrepresented products. This process established the name green washing where the industries wrongfully represented themselves and their products as environmentally friendly. Thus, there was a rise in the green marketing with a large number of consumers willing to back their environmental awareness by paying extra amount, which can be dangerous for the future. The society becomes biased towards any green claims and thereby the companies destroy their brand image and their sales if the society finds out that their promotions are false. Thus the meaning of green washing is presenting a product as environment friendly when it is actually not (Polonsky, 2014). The environmentally preferable label shows how the raw materials are obtained, manufactured and distributed, reused, maintained, operated and disposed thereof. With the interference of the government, special labels have been introduced, which identifies the original environmentally friendly products and services. There are several eco-friendly groups who evaluate and certify the products that meet the standards from time to time. Green Marketing This process concentrates on the relationship between the attitude of the consumers and the environmental strategies with accordance to the firm using this marketing strategy. This marketing issue involves environmental use in the marketing effort. The main aim is that the consumers are given the information about the environmental effect of the products and the customers can make use of this data into account while deciding which product to buy. These aspects will motivate the industries to incline towards the production of the products, which advantageous in the environmental point of view. Green marketing has the same features as the traditional marketing technique. The process of green marketing includes the 4P marketing mix of price, place, product and promotion. It is of prime importance for the organizations to establish a relationship with everyone they interact with like the suppliers, intermediaries, society and the consumers. Therefore, many companies today have committed themselves for carrying out business functions with respect to the principles of environment. The advent of time has brought in new green behaviors. The new green behaviors have to be according to the increased environmental consciousness from the consumers, law makers, environmental groups etc. It also needs to comply with the national and international rules and regulations that have been established from time to time. The greater commitment of the government has also instigated for the implementation of this trend resulting in the use of economic permits like the taxes and omission of penal ties in order to encourage the organizations to consume fewer resources and dispose fewer pollutants. There are also legal results applicable to the companies if they do not pay attention to the laws issued by the government (Sharma, Iyer, 2012). The firms aim to increase competitive edge in the market by abiding by the demand trend of the consumers and thereby making changes of their development over time. The organizations need to focus on both the aspects of marketing, namely maintaining a healthy relationship with the stakeholders to regain loyalty and trust and also making environmental management as a strategic equipment to improve control and decrease the environmental impact and also creates business opportunities for the industries (Chan, He, Wang, 2012). The green marketing concept of the marketing management at the operating level can be performed using the marketing mix approach discussed below: Creation of green product design Distribution of green criteria Green product pricing Green publicity and sponsoring The operational program also includes the use of green designing of product. The paper realized that the management needs to be conscious that the green marketing starts with the eco-friendly design and that designing of the product will act as a link between the demand and supply. The use of green distribution is also included as the product distribution system can restrict the solutions of green design as it must guarantee the tangibility of the products in the market according to the eco-friendly nature. The concern about distribution also increases the environmental impact of the products and is thus regulated by the environmental compliance. The pricing of the green products is required because the differentiation in the of the green industries and the product can work effectively when the green products decrease the cost of the clients (Cherian, Jacob, 2012). The organizations functioning in the environment has their own values and on the basis of these values, they can introduce a vision of what it wants to do in the future. A unclear vision of an industry will not create a clear idea about the track to follow and will find strategic planning as an useful exercise. Adoption of Green Marketing There are various reasons due to which an organization should go for green marketing. They are as follows: Competitive edge and opportunities Government Pressure Corporate Social Responsibility Competitive Pressure Cost or Profit issues Corporate Social Responsibility There are a lot of firms who are starting to understand that they exist in a wider community and thus they need to take initiatives so that they can become environmentally responsible thus resulting in environmental factors being introduced in the corporate culture of the firm. Governmental Pressure The regulations framed by the government with relation to environmental marketing are created to protect the consumers through restrictions designed to control and monitor the level of poisonous wastage produced by the industries by implementing different licenses related to the environment thereby renovating the organizational behavior. In many cases, the government also asks the final consumers to more responsible by implementing taxes on the customers who behave in an irresponsible fashion. Competitive Pressure Competitive pressure is another crucial force in the environmental marketing area. The main concern of this factor is the industries desire to keep up their completive edge in the market. The organizations in many cases find that their rivals promoting their own environmental behaviors and try to duplicate this behavior. Therefore, it is of great importance that the organizations from time to time develop new eco-friendly strategies so that they always stay a step ahead of their competitors (Bhalerao, Deshmukh, 2015). Cost or Profit Issues The disposal of environmental harmful products like the contaminated wastage and spoilage are of great concern for the industries because it requires an expensive method and in some cases are very difficult. To minimize the wastage, the organizations develop more efficient manufacturing processes that decrease the requirement of certain raw materials thus reducing the double cost. In some other conditions, the companies try to fine the end-of-pipe solutions, rather than reducing the waste by finding markets where these waste materials can be used as raw materials thereby reducing the wastage ad spoilage (Adams, 2016). One firms waste becomes an input for another organization. Green Marketing Mix All the firms operating have their unique marketing mix policies. Some use the method of 4P and others use the method of 7Ps of marketing mix. As discussed earlier, green marketing uses the traditional marketing policy so it uses the 4Ps marketing mix. The problem associated for the firms is the implementation of the 4Ps in an effective manner (Goi, 2015). Product: The environmental aim and goal in planning products are to decrease the raw material consumption, increase the conservation of the scarce resources and decreasing pollution. Price: The most critical and crucial factor of green marketing mix is called pricing. The consumers will only be attracted to pay any additional and extra amount if they find any extra benefit out of the product. This extra benefit can increase the performance, design, function and visual appeal and taste of the product or service. All these factors needs to be considered by the green marketing strategy while charging an extra amount (Khan, 2014). Promotion: There are various types of green advertising. It consists of advertisements that show a relationship between product or service and the biological and physical environment. It includes those things that promote the environment friendly lifestyle by the limelight of a product and service. The promotion also includes the advertisements that reflect a corporate image of the environment responsibility. Place: The problem of choice of where and when to make a product visible and available has an important effect on the consumers as the consumers will not move out of their area to buy the eco-friendly product or service. Challenges of Green Marketing There exist many challenges, which the firms need to eradicate in order to make environment friendly products more demanding in the market. This is due to the fact that eco-friendly products need recyclable and renewable raw materials which are very expensive. They also require innovative technologies, which require a vast investment in the research and development of the organization. The water treatment technology to reduce the level of wastage and pollution is also very costly (Sheehan, Atkinson, 2012). The government and the firms needs to extend campaigns about the effectiveness of eco-friendly products as most of the consumers are not aware of the benefits and use of these products and services. The most critical challenge is the fact that the consumers are not willing to pay an extra amount for these products as they find cheaper products giving them the same level of satisfaction. Green Market Advertising The assessment of the impact of advertising on the society has been in study for a long time. Therefore, it can be said that advertisement acts as a teaching tool that has shaped the culture of the society. It is also a technique of fantasy that creates the desire for goods and services and highlights the pleasures of consumption. The meaning of green marketing and advertising varies and thus it can simply be defined as the advertising and marketing of the product through the use of eco-friendly bio-degradable and recyclable products. The recent evaluation of environment friendly advertisement is categorized into three segments, namely the environmental hero, the antihero and the anarchist. The realized anti hero is a customer who understands the pressures and tensions in the current society where something is pushing towards the consumerism and the other is commanding to be environmentally aware. The anti hero thus lives a comfortable life by moving out of the environment responsibility. The mindset is therefore is of an enemy of the environment movement. The initiative of green marketing can only survive if the consumers believe that it can create a transformation and their individual consumption will affect the society (Grimmer, Woolley, 2014). The other categories of eco-friendly consumers are the environmental hero and the anarchist, each of them following the environmentalist mindset and ideologies. The environmental hero believes that they can make a change through choices of strategic consumption like purchasing from environment friendly industries. The anarchist on the other hand really wants to a statement about the matter of environmentalism and thus wants to implement this part to help the environment. Therefore, it can be said that the advertising and promotional strategies should be such that it needs to impact all the three categories of consumers. The promotions should induce the consumers to understand the need to use these products and it is necessary to save our environment for the present and the future generations. The promotional and the advertising campaigns also needs to point out the essential eco-friendly features of the product or service and therefore it can be helpful for the consumers to understand its benefits and thus they get motivated to purchase them (Boztepe, 2016). Consumers Response to Advertising This section of the study helps to find out the responsiveness of the advertisements to the consumers. The reaction of the consumers is crucial to find out the effectiveness of the advertisements, which acts a platform for understanding the effect of green advertising. The modern society that constantly consumes the advertisements from the media has different impact on the consumers in different ways. The response of the consumers can either be influenced by the individual preferences and motives or by collective motives. These motives thus, shape the insight of the consumers through advertising. The response of the consumers towards an advertisement will directly influence either negatively or positively towards the perception of the brand and product purchase. The consumers will have a positive attitude towards the behavior of the advertising if they find that such a product will have a positive outcome (Ankit Mayur, 2013). Therefore, the advertisements created should be with the theory in mind not only to change the behaviors themselves and also the beliefs that will change the behavior and drive an effective purchase. Conclusion and Research Objective Conclusion This study is undertaken to evaluate the meaning of green marketing and the combination of 4Ps of green marketing combining its challenges. The study also determines the effect of advertisements and the responsiveness of the consumers towards these advertisements. The study primarily looks into the matter of green marketing and why is it necessary in the modern world. It also helps to evaluate the origin of green marketing and the reason why green marketing has gained so much importance globally. Green marketing also tries to identify how the implementation of these strategies will be useful to the society as a whole. The wrongdoings of the firms by misrepresenting their products as eco-friendly are also discussed. The current advertisement motive is to appeal the personal values and providing consumer empowerment and therefore, it is the right time to implement the eco-friendly awareness into the marketing mix thereby, solving the problems the world faces. The process of green marketing can thus produce highly effective results if it is used properly and with integrity. Research Objective The objective of the study is to analyze the response of the consumers and encourage them to purchase eco-friendly products. The study also reveals the effect of advertisement and the effect of a proper promotional campaign and advertisement in generating awareness in the minds of the consumers. It is therefore, found out that the green marketing is still in its early stage and thus requires a lot of research over the environment friendly marketing by eliminating green washing and other challenges faced by green marketing. A proper exploration over the areas that need improvement will lead to an optimal use of the full potentials of green marketing and advertising. . Reference List Adams, M. E. (2016).Beyond the Glass: Examining Wine Tasting Room Profitability Using the 4Ps of the Marketing Mix(Doctoral dissertation, Virginia Tech). Ankit, G., Mayur, R. (2013). Green marketing: Impact of green advertising on consumer purchase intention.Advances in Management,6(9), 14. Awan, A. G., Wamiq, S. (2016). RELATIONSHIP BETWEEN ENVIRONMENTAL AWARENESS AND GREEN MARKETING.Cell,313, 6015051. Bhalerao, V. R., Deshmukh, A. (2015). Green Marketing: Greening the 4 Ps of Marketing.International Journal of Knowledge and Research in Management and E-Commerce,5(2), 5-8. Boztepe, A. (2016). Green marketing and its impact on consumer buying behavior.European Journal of Economic and Political Studies,5(1), 5-21. Boztepe, A. (2016). Green marketing and its impact on consumer buying behavior.European Journal of Economic and Political Studies,5(1), 5-21. Chan, H. K., He, H., Wang, W. Y. (2012). Green marketing and its impact on supply chain management in industrial markets.Industrial Marketing Management,41(4), 557-562. Cherian, J., Jacob, J. (2012). Green marketing: A study of consumers' attitude towards environment friendly products.Asian Social Science,8(12), 117. Devi Juwaheer, T., Pudaruth, S., Monique Emmanuelle Noyaux, M. (2012). Analysing the impact of green marketing strategies on consumer purchasing patterns in Mauritius.World Journal of Entrepreneurship, Management and Sustainable Development,8(1), 36-59. Festa, G., Cuomo, M. T., Metallo, G., Festa, A. (2016). The (r) evolution of wine marketing mix: From the 4Ps to the 4Es.Journal of Business Research,69(5), 1550-1555. Fitzgerald, J., Neal Cavanaugh, R. B., Borden, N. (2014). CPR for the 4Ps Breathing New Life into the Marketing Mix. InInternational Academy of Business and Economics Conference. Goi, C. L. (2015). Marketing Mix: A review of'P'.The Journal of Internet Banking and Commerce,2005. Grimmer, M., Woolley, M. (2014). Green marketing messages and consumers' purchase intentions: Promoting personal versus environmental benefits.Journal of Marketing Communications,20(4), 231-250. Kearney, M. (2014). The new rules of green marketing: strategies, tools, and inspiration for sustainable branding.Journal of Marketing Management,30(13-14), 1520-1521. Khan, M. T. (2014). The concept of'marketing mix'and its elements (a conceptual review paper).International Journal of Information, Business and Management,6(2), 95. Ko, E., Hwang, Y. K., Kim, E. Y. (2013). Green marketing'functions in building corporate image in the retail setting.Journal of Business Research,66(10), 1709-1715. Ku, H. H., Kuo, C. C., Wu, C. L., Wu, C. Y. (2012). Communicating green marketing appeals effectively: The role of consumers' motivational orientation to promotion versus prevention.Journal of Advertising,41(4), 41-50. Musgrove, C. C. F., Choi, P., Cox, K. C. (2016). Consumer Perceptions of Green Marketing Claims: An Examination of the Relationships with Type of Claim and Credibility. InCelebrating Americas Pastimes: Baseball, Hot Dogs, Apple Pie and Marketing?(pp. 971-976). Springer International Publishing. Nathan, C. S., Mathi, K. (2013). A study on preference of natural personal and home care products by consumers for green marketing opputunity in trichy market.South Asian Journal of Marketing Management Research,3(2), 31-56. Polonsky, M. J. (2014). Green marketing.Wiley Encyclopedia of Management. Salam, A., Inam, S. G., Awan, W. A. (2015). The Impact of Marketing Mix (5 Ps) Elements on Sales of UPS: A Case of Karachi Market-Buyer's Perspective.Journal of Business Strategies,9(1), 51. Sharma, A., Iyer, G. R. (2012). Resource-constrained product development: Implications for green marketing and green supply chains.Industrial Marketing Management,41(4), 599-608. Sheehan, K., Atkinson, L. (2012). Special issue on green advertising: Revisiting green advertising and the reluctant consumer.Journal of Advertising,41(4), 5-7. Smith, K. T., Brower, T. R. (2012). Longitudinal study of green marketing strategies that influence Millennials.Journal of Strategic Marketing,20(6), 535-551. Tapp, A., Spotswood, F. (2013). From the 4Ps to COM-SM: Reconfiguring the social marketing mix.Journal of Social Marketing,3(3), 206-222.

Analyse the comedy in Act 3 Scene 4 of Twelfth Night Essay Example For Students

Analyse the comedy in Act 3 Scene 4 of Twelfth Night Essay Shakespeares romantic comedy Twelfth Night involves deception, trickery and love, typical themes in Elizabethan drama. This theme of romance intertwined with comedy is suggested by the title which implies that a play set in the Christmas season is going to be full of love, happiness and celebration. The literary tradition of an Elizabethan comedy would involve many techniques to make the audience laugh, such as a convoluted plot, mistaken identity, disguise, comic characters and verbal humour. Twelfth Night is no exception to this. Its main theme is love but the path to true love is not simple for any of the characters and involves certain love triangles, where Orsino thinks he loves Olivia, who loves Cesario (Viola), who is in love with Orsino. Added to all this is the complication of Sir Andrew Aguecheek being spurred on by Sir Toby to woo Olivia and Malvolio having a trick played on him which makes him believe that his mistress, Olivia loves him. Many of these plots and sub-plots come to a head in Act3 Scene 4 in a very comic manner. Malvolio provides much of the visual humour in this scene. Olivia sends for him on a serious matter, saying: Wheres Malvolio? He is sad and civil, And suits well for a servant with my fortunes: The audience would be full of anticipation at this point as Malvolio has been told in a letter supposedly sent to him by Olivia to smile a lot more, something which is totally against his usual character. When he walks on stage he is wearing yellow cross-gartered stockings which he thinks he has been commended to wear. This would make the audience laugh as it is so different to the Puritans clothes that he was wearing earlier in the play. It was also mentioned earlier that Olivia despises the colour yellow so her reaction to seeing her steward dressed so comically would add to the humour of the scene. Malvolio starts to quote from the letter he received from Maria. He never once suspects that it is not real and truly believes that Olivia could love him, which is where much of the comedy derives from, as he is so confident that Olivia understands what he is talking about when he quotes from the letter. His pride and arrogance that he is worthy to marry Olivia is extremely funny. It is also the dramatic irony that makes it humourous, as the audience and most of the characters realise where he is quoting from whereas Olivia doesnt understand what he is talking about and believes it to be midsummer madness. It is very entertaining to see Malvolio act in such a way, smiling insanely, as it is a complete contrast between his earlier self, very pompous and arrogant. However, he as he has been told in the letter, he speaks rudely to the other characters and believes himself to be not of (their) element, which is funny because actually he is no more important than any of the other servants. It is also the frustration that he shows when people arent taking him seriously that makes the audience laugh. It is funny when Malvolio makes his grand exit, as he is acting an extremely bossy and arrogant manner but looks ridiculous so the contrast is comical. In fact, this whole scene is a contrast to the main theme of love and romance. Another example of visual comedy in Act 3 Scene 4 would come from the duel between Sir Andrew Aguecheek and Viola (as Cesario). Sir Andrew is essentially a figure of fun throughout the play, being described as a foolish knight by Sir Toby and having hair which hangs like flax on a distaff which would make him look really odd. He has written a challenge to Viola because he thinks he is a rival for Olivias affection, but when Sir Toby reads it out, it is totally nonsensical. Fabian says of it: Visit to Miss Havesham's EssayYet another form of comedy comes from the characters. Sir Toby spends the whole scene manipulating the actions, firstly of Malvolio because of the letter he dropped in his way and the fact that he is given the task of looking after him, and then, more directly, of Sir Andrew. He is a bit like a puppet master who has Sir Andrew and, although not for such a long period, Viola dancing to his tune. When Olivia becomes worried by Malvolio who is acting totally out of character, she asks Sir Toby to take great care and look after him: Wheres my cousin Toby? Let some of my people have a special care of him; I would not have him miscarry for the half of my dowry. Sir Toby willingly plays along with pretending to be concerned about Malvolio when he knows all along what has caused his strange behaviour. He, together with Maria and Fabian, approach Malvolio and try to talk to him: .. .peace, we must deal gently with him. How do you, Malvolio? What, man, defy the devil! The audience would find this very funny, especially considering Malvolios lack of appeal as a character. Later on, Toby calls him a bawcock, which would be an insult as this was a term of endearment spoken to a child. Malvolio would have been insulted by this, adding to the audiences amusement. Tobys plans for Malvolio, to put him in a darkened room and bind him up, would have met with general amusement as well. Sir Toby manipulates the whole scene with Sir Andrew and Viola for his own entertainment. Again, as he is a character that the audience would find appealing because he is lively and, on many occasions, drunk and funny, the audience would find the whole business of the duel hilarious. The physical comedy of a man acting drunk was usually very funny to an Elizabethan audience, as it still is now. However, aside from this comedy, there is a more serious element to the plot. At the end of the scene, there is still comedy, but a hint of seriousness. If this were a tragedy, then things may well have turned out differently but as it is a comedy, we know that everything will be all right in the end. There is a hint of how these problems will be resolved in this Scene. For example, when Antonio asks Cesario for his purse, thinking that he is Sebastian, he is taken aback when he claims to not have it. When Antonio is then arrested, we are reminded that things could actually go down hill. However, Viola realises that her brother may be alive so we know eventually Sebastian will have to be mistaken for Cesario to resolve the confusion. Even though the trick on Malvolio was very funny at the time, it could have led to him becoming mad and being left in the dark room forever. The audience can even begin to feel sorry for Malvolio as the joke may have gone too far. Some people have even said that the situation with Malvolio is not completely resolved, as on his final exit he says that he will have his revenge. Ill be revengd on the whole pack of you! In spite of this, it can be said that Shakespeare never meant for the audience to feel sorry for Malvolio, and that he deserved to get his comeuppance, so there is no need for him to have a happy ending. Still, the other characters were never unpleasant, so deserved to have happy endings. As the title suggests, we know that in the celebration of Twelfth Night, all will be resolved.