Victoria’s Dirty Little Secret by Adam Lenhart Essay Example for Free

Victoria’s Dirty Little Secret by Adam Lenhart Essay Audience—whom are you telling about the ad? The audience to whom this position paper is directed would be to marketing students who are interested in what makes an ad successful and impactful. Purpose—why are you telling them about how the ad works? The purpose for informing people about the advertisement, as stated previously, is to use it as an example of successful advertisement for an audience of marketing students who are studying what marketing is and how to use it. I want to explain what is good about the ad and what successful methods and characteristics are utilized. Context—where, when, and how are you addressing them? (Imagine them reading this paper) If there was a manner in which to address individuals it would be by presenting the essay within the context of an academic textbook or journal, so that the students can use it in their own studies. Thesis—what overall point are you trying to make? (Use it as an example for great marketing. ) Please list the ad’s own audience, purpose, and appeals here. Advertising is an important aspect of any business, and in the case of this Victoria’s Secret advertisement it is obvious that the only way to inform the public about the company’s environmental obligations is to bring to light this aspect of their business practices to the public, the bad and the worse. By understanding what makes this an effective advertisement, those in the business of marketing can learn what makes an ad successful and influential. Organization—what points are you going to make and in what order? Why did you choose that order? (i. e. , why do you think this order will be most successful with your readers? ) 1. ) To introduce the ad 2. ) Explain what the ad means. 3. ) Explain what makes the ad effective in conveying its message. 4. ) Urge marketing students to understand what these types of ads are good for. I feel that this order will be most successful with my audience because it will lead them through the good points of the ad and show that what makes it successful and admirable as a form of this type of ad campaign. ROUGH DRAFT – VICTORIA’S DIRTY LITTLE SECRET by Adam Lenhart In marketing there are a number of ways that a message can be delivered to the public. In many advertisements, the goal of the marketing department is to sell a product, but in the case of some advertising campaigns the goal is to inform the public about the business practices of a particular corporation or company. In this form of advertising, a more over the top and bombastic approach is utilized to grab people’s attention. While some people will perform such lofty messages with little tact, there are those out there who are creative enough to present a clear message in an over the top manner that will shock people into confronting the truth of the message, and this is the key to the advertisement’s success. Such is the case with Forest Ethics’ campaign to awaken the public in regards to â€Å"Victoria’s Dirty Little Secret. † So what is â€Å"Victoria’s Dirty Little Secret? † Basically, the lingerie company Victoria’s Secrets publicizes its stock by way of a large catalogue that chronicles the multitude of clothing items that they offer for sale. Of course, the catalogue is printed on paper, a great deal of paper, as there are literally tens of thousands of catalogues printed every year. Since the production of paper requires the deforestation of rain forests, the purpose of Forest Ethics’ ad campaign is to raise public awareness by shocking the public with the true facts as to the devastation that the catalogue printing business is causing. The goal of the marketing campaign is therefore to cause the public to think logically and carefully about the business practices of Victoria’s Secret, not about their products. Ultimately, there needs to be a question asked in regards to whether or not this is a â€Å"great† ad. To answer that question, one must provide a twofold answer. First, is the ad great on an aesthetic level? Second, is the advertisement effective in bringing about the proper response that the ad is supposed to bring. Onto the first part: the ad is successful because it is creative, shocking and effectively delivers an expository message. In other words, it is very clear in what it seeks to present. If there was a negative to the ad, it would be that the ad is a bit too expository in its design, but similar ads targeting the cigarette makers were quite effective in terms of changing public opinion about smoking, so perhaps an overly expository message is not as bad as it would seem. As for the second part, the effectiveness of the ad is contingent on the personal feelings of those who see the ad. In other words, there will be certain people who just don’t care about deforestation. Oh well. There will be some people who will take the ad to heart and follow its directives, so to that degree, it can be a successful ad. In terms of what this means to marketing, this type of ad is an example of how strong advertising and shocking images can meld together. To a certain degree, the effectiveness of the manner in which the ad advocates change rests on the ability of the ad to force those who see it to confront their hypocrisy. That is to say, if a customer who has purchased a great deal of inventory from Victoria’s Secrets is an individual who espouses a platform of environmental advocacy, then the individual must make a decision as to whether or not actually commit to making a change in terms of supporting a business that is an â€Å"enemy of the state† as far as environmental disasters go, or to reverse one’s purchasing decisions as a means of convincing the power to be at Victoria’s Secret to reverse their policies and, perhaps, expand online catalogue distribution as opposed to the traditional paper method. This is the ad campaign’s goal and through their use of an informative ad with a photograph that immediately grabs the audience’s attention, they are successful in their goal. While the advertisement is a bit excessive in the manner in which it presents its subject matter and thematic concerns, it is a creative ad that can help sway opinion and drive people to action simply by presented a very bombastic message that is virtually impossible to ignore. In this type of informative advertising campaign, this is what is needed to make the campaign a success. FINAL DRAFT – VICTORIA’S DIRTY LITTLE SECRET by Adam Lenhart In marketing there are a number of ways that a message can be delivered to the public. In many advertisements, the goal of the marketing department is to sell a product, but in the case of some advertising campaigns the goal is to inform the public about the business practices of a particular corporation or company. There are a number of different methods in which a specific ideological message can be delivered. A manner of delivery that falls into the category of polite speech is, sadly often ignored. Because of this, bombastic, over the top approach is utilized to deliver the message. While certain individuals will present bombastic messages with no regard to tact, there are those who possess a faculty of creativity that allows them to present a clear message in an over the top manner that will shock people into confronting the truth of the message. Such is the case with Forest Ethics’ campaign to awaken the public in regards to â€Å"Victoria’s Dirty Little Secret. † So what is â€Å"Victoria’s Dirty Little Secret? † Basically, the lingerie company Victoria’s Secrets publicized its inventory by way of a large print catalogue that itemizes the multitude of clothing items that they offer for sale. Of course, the catalogue is printed on paper and there are literally tens of thousands of catalogues printed every year. Since the production of paper requires the deforestation of rain forests, the purpose of Forest Ethics’ ad campaign is to raise public awareness by shocking the public with the true facts as to the devastation that the catalogue printing business is causing. In this form of advertising, the goal is not to sell a product to the public but instead to make them aware about a certain aspect of the company’s business practices and â€Å"sell† them on the idea of protesting against it. The goal of the marketing campaign is therefore to cause the public to think logically and carefully about the business practices of Victoria’s Secret, not about their products Ultimately, there needs to be a clear examination as to whether or not this is an effective ad campaign. In short, is the ad a â€Å"great† ad? To answer that question, one must provide a twofold answer. First, is the ad great on an aesthetic level and secondly, is the advertisement effective in bringing about the proper response that the ad is supposed to bring. Much of the ad is effective in the way it parodies the classic 1970’s style sexist ads. It is effective in the way it throws those conventions out and takes what is supposed to be visually stimulating and turns it into a visual nightmare. Granted, it is a bit over the top, but it still manages to be effective. The ad is creative, shocking and effectively delivers an expository message. In other words, it is very clear in what it seeks to present. If there was a negative to the ad, it would be that the ad is a bit too expository in its design, but similar ads targeting the cigarette makers were quite effective in terms of changing public opinion about smoking, so perhaps an overly expository message is not as bad as it would seem. In terms of what this means to marketing, this type of ad is an example of how strong advertising and shocking images can meld together. As for the second part, the effectiveness of the ad is contingent on the personal feelings of those who see the ad. In other words, there will be certain people who put their personal purchasing freedoms above any political or environmental advocacy and have no real interest in the problems of deforestation. However, the ad will be successful if it reaches a decent segment of the population and is able to convert a portion or percentage of said demographic. To that degree, the ad can be extremely successful and therefore it becomes an example of good marketing of a concept or idea, as opposed to marketing a product. To a certain degree, the effectiveness of the manner in which the ad advocates change rests on the ability of the ad to force those who see it to confront their hypocrisy. That is to say, if a customer who has purchased a great deal of inventory from Victoria’s Secrets is an individual who is sympathetic to a platform that endorses environmental advocacy, then the individual must make a decision as to whether or not actually commit to revoke support for a business that is an â€Å"enemy of the state† as far as environmental disasters go, or to reverse one’s purchasing decisions as a means of convincing the power to be at Victoria’s Secret to reverse their policies and, perhaps, expand online catalogue distribution as opposed to the traditional paper method. Also, by publicly exposing the Victoria’s Secrets company the ability for consumers to claim plausible denial about the deforestations the company has been responsible for is greatly reduced if not outright eliminated. This is the ad campaign’s goal and through their use of an informative ad with a photograph that immediately grabs the audience’s attention, they are successful in their goal. While the advertisement is a bit excessive in the manner in which it presents its subject matter and thematic concerns, it is a creative ad that can help sway opinion and drive people to action simply by presented a very bombastic message that is virtually impossible to ignore. In this type of informative advertising campaign, this is what is needed to make the campaign a success. If the actions of the public are changed by the message that the ad conveys then the advertisting campaign has accomplished its goal.

A Definition of Corporate Social Responsibility

A Definition of Corporate Social Responsibility Nowadays, the association of the words social and responsibility has become increasingly frequent. But in business world, there is another variant of these terms that prevail and it is the term Corporate Social responsibility (CSR). According to Archie Carroll (2008 p.19): though the roots of the concepts that we know today as CSR have been a long and wide-ranging history, it is mostly a product of the twentieth century, especially from the early 1950s up to the present time. Despite the fact that the concept of CSR has been present for such a long time, researchers still do not share a common definition or set of core principles (Andre Crane et al. 2008 p.4). This also brought about other questions on the interpretation of terms as being socially responsible and also is a firm capable of being responsible towards society. According to Wood (1991, cited in Moir, 1991, p.2), the basic idea of corporate social responsibility is that business and society are interwoven rather than distinct entities. Businesses are often assumed to have profit maximization for sole aim and ignore its responsibilities towards society. Milton Friedman (1970) said that the only one responsibility of business towards society is the maximization of profits to the shareholders within the legal framework and the ethical custom of the country. However supporters of CSR can also be found, Dave Packard (Co-founder of Hewlett Packard Company in 1939, cited in Harvard Business Review, 2002, p.54) claims that the assumption that people make of companies only making money is wrong. He also adds that: a group of people get together and exist as an institution that is called a company so that they are able to accomplish something collectively that they could not accomplish separately and simultaneously they make a contribution to society (Dave Packard, 1939). Votaw (cited in Garigga and Mele, 2004, p.51) wrote that corporate social responsibility means something, but not always the same thing to everybody. The diverging opinions can be categorized in two main points of view; one is that CSR is yet another means to maximize profit and the other is that CSR is here to help companies help society as a whole. CSR has been described in a number of various ways. Below are given different definitions of CSR: Corporate Social Responsibility is a commitment to improve community well-being through discretionary business practices and corporate resources. (Philip Kotler and Nancy Lee, Corporate Social Responsibility, Wiley, 2007) The social responsibility of business encompasses the economic, legal, ethical, and discretionary expectations that society has of organizations at a given point in time. (Archie B. Carroll, 1979) Shell: We all need to assess the impact our business makes on society and ensure that we balance the economic, environmental and social aspects of everything we do (Moody-Stuart, 1999). The diagram below gives a visual description of what constitute CSR: Source: www6.miami.edu/ethics/pdf_files/csr_guide.pdf According to Lance Moir (2001), the area defined by advocates of CSR increasingly covers a wide range of issues such as plant closures, employee relations, human rights, corporate ethics, community relations and the environment. Aspects of CSR Drivers of CSR Drivers, in this context, refer to the reasons behind the choice of a firm to adopt a more socially acceptable behaviour. These reasons can be classified as being internal and external to the firm. Internal drivers: Internal drivers are the pressures that originate from the internal environment of the firm. Examples of components that can constitute the internal environment of a firm are, employees, suppliers, competitors, top management, etc. Flatter organisations have considerably changed the approach towards how business was once done. Nowadays, employees put pressure on how the organization conducts business using certain societal values (M.G.V. Dongen, 2006 p.9). They are more attracted by the non-material aspects of the organisation that employs them. Besides, employees seeking a more socially responsible firm, managers now have the task to reconcile the profit-making need of the company with the responsibility towards society. But as Haigh and Jones (2006) mentioned, for business managers, business is first. ODwyer (2003, cited in Haigh and Jones, 2006, p.2) said that social considerations come second and providing only that such considerations would not open an exploitable weakness. Haig h (2006) adds that the paradigm that managers face simply prevents overall improvements consistent with social welfare. The capacity to integrate CSR policies in the core activities of the firm can also act as a driver. According to Porter and van der Linde (2000, cited in Haigh and Jones, 2006, p.2), CSR is competitive driver that requires appropriate resources. Integrating CSR in a companys activities can be a tedious process. The diagram below shows how CSR can be incorporated at different levels of the company. Source: MVO Platform, (2002, illustrated in M.G.V. Dongen, 2006 p.10), Different intensities of CSR CSR can also be undertaken in a set of separate activities geared towards improving social welfare. This can take the form of sponsoring of sports activities or engaging in charitable activities. Another view to consider internal drivers to CSR is to consider them to be national drivers. The table below gives a number of different national CSR drivers and a brief description of each of them. Source: Visser, W. (2008) CSR Drivers: The Forces Shaping Corporate Sustainability and Responsibility, CSR Inspiration Series, No. 3. External drivers: External drives refer to the external pressures that compel a firm to engage in CSR. The external environment of a firm can include market structure, customers, government, economic situations, competitors, etc. Businesses no longer evolve in a static environment, threats are no longer limited to local competitors and the market is now a global one. Similarly, adopting the culture of foreign firms has become a must and CSR is one of the main concerns of all firms in this century. Castells (2000, as cited in M.G.V. Dongen, 2006 p.7) says that globalization increases the importance of social networks of a company on a worldwide basis. Moreover, consumers are more concerned by the fact that whether the firm, to which they are loyal, is contributing to societys welfare. As Castells (2000, as cited in M.G.V. Dongen, 2006 p.7) mentions, a lot of information is obtained more rapidly by consumers and it is easier to keep in touch with the various activities undertaken by any firm. The govern ment also contributes in making company conscious of their duties towards society. According to the European Union and MVO Platform (2002, as cited in M.G.V. Dongen, 2006 p.7), Governments are now engaging in the role of stimulating companies to be social responsible, not pressuring them. In M.G.V. Dongens 2006 paper: In search of the link between corporate social responsibility and legitimacy she enumerated a number of external factors that encouraged firm to adopt the concept of CSR. A few of these points are: Transparency. A very important aspect for a company to be socially responsible is transparency. This can be included in the profit-factor but is more and more considered as a prerequisite for a company to be socially responsible. Due to new information sources, e.g. the internet, and the shift in the control mechanisms for organizations from purely governmental to include the organizations stakeholders, this revolution has an enormous impact on the visibility of an organizations business practices.(M.G.V. Dongen, 2006 p.8) Time. A shift can be recognized from purely focusing on short-term profits towards more long-term objectives, which is necessary because societal and environmental issues are mostly long-term issues. Therefore this shift in time-thinking is essential for CSR to be successful. (M.G.V. Dongen, 2006 p.8) Here also, external factors are often associated with international drivers. The table below describes some of them: Source: Visser, W. (2008) CSR Drivers: The Forces Shaping Corporate Sustainability and Responsibility, CSR Inspiration Series, No. 3. In order to link both national and international drivers the diagram below visually establishes a link between both of them. Source: Visser, W. (2008) CSR Drivers: The Forces Shaping Corporate Sustainability and Responsibility, CSR Inspiration Series, No. 3. 3.2 Theories of CSR Many authors have tried to grasp an accurate idea of what is CSR by devising models in order to better understand the various factors involved and their impact. One of the first approaches to tackle CSR by means of a model was made in 1971 by the Committee for Economic Development (CED). It made use of three concentric circles. The definition of the three circles was given in the Social Responsibilities of Business Corporation (1971) as follows: The inner circle includes, the clear-cut basic responsibilities for the efficient execution of the economic function products, jobs and economic growth The intermediate circle encompasses responsibility to exercise this economic function with a precise awareness of changing social values and priorities: for example with respect to environmental conservation, hiring and relations with employees, and more rigorous expectation of customers for information, fair treatment and protection from injury The outer circle outlines newly emerging and still amorphous responsibilities that business should assume to become more broadly involved in actively improving the social environment After this theory others were developed, but throughout time only a few of them prevailed. The first theory that must be considered is the pyramid of CSR developed by Carroll. The pyramid of corporate social responsibility According to Carroll, the four main components or categories that constitute the CSR pyramid are: Economic Responsibilities, Legal Responsibilities, Ethical Responsibilities and Philanthropic or Discretionary Responsibilities. The two tables below give a description of these four terms. Source: Archie B. Carroll (1991), The Pyramid of Corporate Social Responsibility: Toward the Moral Management of Organizational Stakeholders, Business Horizons Source: Archie B. Carroll (1991), The Pyramid of Corporate Social Responsibility: Toward the Moral Management of Organizational Stakeholders, Business Horizons The theory of the pyramid relies on the fact the various components are stacked on each other, the economic responsibility being the base and the philanthropic responsibility being at the top. The logic behind the pyramid relies in the fact that firms are expected to aim for profit maximization but it must also cater for the other responsibilities in the pyramid, which is comply with the law, comply with rules of society and finally act as a good corporate citizen. The diagram below is a representation of Archie B. Carroll pyramid of Corporate Social Responsibility. The Stakeholder theory Moir (2001) refers to the stakeholder theory as being used used as a basis to analyse those groups to whom the firm should be responsible. For Carroll (1991, cited as cited in M.G.V. Dongen, 2006 p.13), stakeholder concept personifies the social actors that organizations should consider with their CSR orientation. Stakeholders generally refer to the actors who are directly or sometimes indirectly affected by the actions of a company. Freedman defines a stakeholder as any group or individual who can affect or is affected by the achievement of the organizations objectives (Freeman, 1984:46). Stakeholders can be classified in two main categories; primary and secondary stakeholders. Clarkson (1995: 106, cited in L. Moir, 2001, p.8) gives the description of a primary stakeholder as one without whose continuing participation the corporation cannot survive as a going concern with the primary group including shareholders and investors, employees, customers and suppliers, together with what is defined as the public stakeholder group: the governments and communities that provide infrastructures and markets, whose laws and regulations must be obeyed, and to whom taxes and obligations may be due (Clarkson, 1995, p.106). Moir (2001, p.8) defines the secondary groups are defined as Those who influence or affect, or are influenced or affected by the corporation, but they are not engaged in transactions with the corporation and are not essential for its survival Source: Monique G. van Dongen (2006), In search of the link between corporate social responsibility and legitimacy The stakeholder theory focuses on a practical approach that explains an organizations need to address the various responsibilities (Dongen 2006, p. 13). The stakeholder theory relies on determining the most important stakeholder for the company and its responsibilities towards that stakeholder. In order to determine how the choice should be made, Carroll (1991) established two main criteria which are; power and legitimacy. Following Carrolls logic, in 1997, Michel et al develop a more detailed approach which includes a new dimension named urgency. The model develop was the the stakeholder salience model Power: the ability of those who possess power, to bring about the outcome that they desire (Mitchell et al., 1997). Legitimacy: the assumption that the actions of an entity are desirable, proper, or appropriate within some socially constructed systems of norms, values, beliefs, and definitions (Suchman, 1995). Urgency: exists when two conditions are met: 1) when it is time-sensitive, and 2) when it is important or critical to the stakeholder (Mitchell et al., 1997). The salience model helps to divide stakeholders in different groups and each of these groups is classified on the basis of having one or more the above characteristics. Mitchell (1997) defined the salience model as the degree to which managers gave importance to stakeholders claims. From this point of view, groups such as latent and expectant stakeholders were created and these groups were further subdivided on the basis of the number of characteristics they possessed. Moir stated that firms would pay most attention to those legitimate stakeholder groups who have power and urgency (Moir, 2001, p.9). Following this logic, an example could be the reputation of a company will have a great importance when it interacts directly with the public. In relation with CSR, Patten (1992 as cited in L Moir, 2006 p.9) gave the following example concerning the possible fluctuations in the level of urgency: environmental groups and issues became more urgent to oil firms following the Exxon Valdez oil spill. To sum up, stakeholder theory can help companies to point out stakeholders that can be sensible to CSR issues and generate a profit in these circumstances. 3.2.1 Mapping of CSR theories In addition to the above models, numerous other theories have been developed, but none of them gave an accurate framework which exactly defined what CSR was. Each and every writer who tried to build up a CSR theory ended up giving a personal opinion, hence creating confusion. Carroll (1994, p.14) described the situation as An eclectic field with loose boundaries, multiple memberships, and differing training/perspectives; broadly rather than focused, multidisciplinary; wide breadth; brings in a wider range of literature; and interdisciplinary. In addition to the above mentioned theories, Frederick (1987, 1998) tried to classify CSR in four main categories namely CSR1, CSR2, CSR3 and CSR4. Other attempts to define theories can take the form of the concept of corporate citizenship by Altman (1998), Issues Management by Wartick and Rude (1986) and Wood (1991) and Brummer (1991) classification of four CSR theories based on six criteria. In order to harmonize all these different models Elisabet Garriga and Domenec Mele (2004) grouped all the actual theories under four main headings namely; instrumental, political, integrative and ethical theories. Theories were placed in a group on the basis of their similitude, for example instrumental theories grouped models that were based on the assumption that organization are here only to make profits. The table below gives a brief summary of each group and the different theories composing them. Source: Elisabet Garriga and Domenec Mele (2004), Corporate Social Responsibility Theories: Mapping the Territory, p.62-63 3.3 Advantages and Disadvantages of engaging in CSR CSR is often view as a companys intention to do good for society, but there can also be times when behind the socially responsible mask the intentions are not the ones expected. In can be quite contradictory but although CSR is assumed to be good, it can have drawbacks. Advantages and disadvantages arising from CSR are as diverse as the domain in which the practices are applied, for analysis purposes standard or most common pros and cons will be considered. First pros or advantages of CSR will be considered. According to Bhattacharya et al. (2008), the first advantage of CSR is that in helps in the recruitment and selection process and more specifically within the competitive graduate student market. Kytle et al. (2005) continue by adding that CSR helps in risk management. Building a genuine culture of doing the right thing within a corporation can offset the risks of losing reputation because of any scandal or environmental accident (Kytle et al, 2005, p.10). Another benefit atributed to CSR is brand differenciation. Paluszek (2005) says that CSR can play a role in building customer loyalty based on distinctive ethical values. CSR can help in building customer loyalty by helping them feel that the company with which they are involved care for them. It must also be added that CSR has a significant impact on customers as well. According to Berger et al. (1995, cited in Maignan and Ferrell, 2004) consumers show more fervent support to companies committed to cause-related marketing, practices that help the environment, or business ethics. Furthermore, the studies conducted by Lichtenstein et al., (2004) proved that CSR helped to develop an emotional attachment with the company and hence it helped in boosting the percentage of sales. Sen et al., (2006) continued by saying that those conscious of actual corporate social activities had more positive responses to, and stronger identification with, the organisation, increased demand for trade and investment intent and demand to get a job with this type of organisation than those unaware of any initiative. In addition to the above advantages, others were published in the Investment News (2007) and they are listed below; Proactive enforcement of stricter quality and environmental controls reduces the risk of negative events (e.g. recalling defective products or fines for excessive polluting). Commitment to CSR increases the ability to attract and retain employees. Benefits include reduced turnover, recruitment and training costs. CSR practices enable corporations to be compliant on ethical issues and attract investors who enforce ethical filters One of the main disadvantages of CSR arises from the misuse of the initial concept behind it. Businesses are here to maximise profits and CSR is in direct conflict with this goal. As Malloy (2003) described corporations exist to provide products and/or services that produce profits for their shareholders. Another disadvantage attributed to CSR, is too use it as a marketing tool to promote the companys image. CSR can help companies to be more profitable. This can be proved by the action taken by British petroleum after the discovery of the global warming phenomenon and the promise to have a world beyond petroleum. Here also the investment News 2007 came with a list of arguments against CSR: Expenditure on CSR dilutes the funds available for shareholders. Corporate Management is not equipped to address social or environmental problems. Expenditure on CSR imposes additional costs which consequently reduce competitiveness Expenditure on CSR can only be made during periods of high profitability 4.0 Customer satisfaction According to marketing literature, higher customer satisfaction improves financial performance by increasing the loyalty of existing customers, reducing price elasticities, lowering marketing costs through positive word-of-mouth advertising, reducing transaction costs, and enhancing firm reputation (e.g., Anderson, Fornell, and Lehmann (1994), Fornell (1992), and Reichheld and Sasser (1990)). Many believe that customer satisfaction is the key to a business success. The advantages to the fact of obtaining satisfaction from customers are various but before considering all of them in details, a definition of the term must be given. Customer satisfactions definition varies in accordance to the domain in which it is used. For instance it will have a different meaning whether it is used in marketing literature or in other sectors. A definition of customer satisfaction from a service management point of view is that customer satisfaction refers to how the perception of the customer affects the value received in a transaction or relationship where value can be defined as the perceived service quality compared to price and customer incurred acquisition costs (cited in Blanchard and Galloway, 1994; Heskett et al., 1990) in comparison to the expected value to be generated from transactions or relationships with competitors (Zeithaml et al., 1990). From the marketing point of view customer satisfaction will be defined as a vital part of the strategy of an organization (Fornell et al. 2006) and a key driver of increased profits on the long-run and boosting market value (Gruca and Rego 2005). Link between CSR and Customer satisfaction A number of studies link customers directly to CSR initiatives. In order to undertake a proper analysis, at least three major dimensions can be considered. The first being Scotts (1987 cited in Luo and Bhattacharya, 2006 p.3) institutional theory and the second stakeholder theory (Maignan, Ferrell, and Ferrell 2005) suggest that a companys actions appeal to the multidimensionality of the consumer as not only an economic being but also a member of a family, community, and country (Handelman and Arnold 1999). Basing themselves on these three approaches Daub and Ergenzinger (2005) developed the term generalized customer. It can be defined as people who are not only customers who care about the consumption experience but also actual or potential members of various stakeholder groups that companies need to consider (Daub and Ergenzinger, 2005; Luo and Bhattacharya, 2006, p.3). Generalized customers derive more satisfaction from the transaction which involves a firm which is socially respo nsible. The second dimension rely on the aspect that establishing the link between the two components is the fact that being highly active in the CSR domain creates a favorable context that positively boosts consumers evaluations of and it gives a favorable image of the firm (Brown and Dacin 1997; Gà ¼rhan- Canli and Batra 2004; Sen and Bhattacharya 2001). Handleman and Arnold (1999) noted that consumers used the concept of positive word to mouth about firms that were committed to actions that were associated with institutional norms (1999, cited in Maignan and Ferrell, 2004). Studies by Berger and Kanetkar (1995), Barone et al. (2000) and Creyer and Ross (1997) resulted in the fact that consumers are willing to actively support companies committed to cause-related marketing, environmentally-friendly practices, or ethics (cited in Maignan and Ferrell, 2004). CSR initiatives constitute a key element of corporate identity that can induce customers to identify with the company. Indeed, Lichten stein, Drumwright, and Bridgette (2004, p. 17) note that a way that CSR initiatives create benefits for companies appears to be by increasing consumers identification with the corporation à ¢Ã¢â€š ¬Ã‚ ¦ [and] support for the company. Not surprisingly, identified customers are more likely to be satisfied with a firms offerings (e.g., Bhattacharya, Rao, and Glynn 1995; Bhattacharya and Sen 2003). The third dimension examines the antecedents of customer satisfaction (Luo and Bhattacharya, 2006, p.3). One example of a key antecedent can be perceived value and that has been empirically shown to promote customer satisfaction (Fornell et al. 1996; Mithas, Krishnan, and Fornell 2005b; Luo and Bhattacharya, 2006). In the actual case, all else being equal, customers likely derive better perceived value and, consequently, higher satisfaction from a product that is made by a socially responsible company (Luo and Bhattacharya, 2006, p.4).Another antecedents that is known to impact on customer satisfaction is the knowledge of the customer himself. Jayachandran et al (2005) added that improving customer knowledge represents another antecedent that has been found to enhance customer satisfaction. Although the three dimensions above establish a link between CSR and customer Satisfaction it does not indicate whether it is a positive or a negative one. Mac Donald and Rundle-Thiele (2008) pointed out that researchers have studied the impact of CSR on a number of factors, including word of mouth, attitudes, intentions, emotional attachment, shopping in-store, loyalty and brand identification, a limited number of studies have taken into consideration the relationship between satisfaction and CSR (Mac Donald and Rundle-Thiele, 2008, p.174). The only study that directly linked CSR to customer satisfaction was that carried out by Luo and Bhattacharya (2006). They studied Fortune 500 companies, to find that a direct relation between CSR and customer satisfaction existed. Their study identified that satisfaction as a link which formed a relationship between CSR and firm market value (Mac Donald and Rundle-Thiele, 2008, p.174). The diagram below depicts the relationship between customer satisfaction, market share and CSR as studied by Luo and Bhattacharya. Source: Xueming Luo C.B. Bhattacharya, 2006, Corporate Social Responsibility, Customer Satisfaction, and Market Value Despite the direct linking, researchers found cases where CSR was found to have a negative impact on customer satisfaction. Bhattacharya and Luo (2006, cited in Mac Donald and Rundle-Thiele, 2008, p.174) found that, firms which tend to lag in the innovative process, CSR actually reduced the level of customer satisfaction and, through a reduced amount of satisfaction; it adversely affected the market value. In some cases, it may be found that it is more appropriate to use customer oriented initiatives to increase satisfaction than CSR initiatives. CSR initiatives in this case could lead to wastage of precious resources which could have been used in a better way. CSR initiatives against Customer-oriented initiatives Pomering and Dolnicar (2006, cited in Mac Donald and Rundle-Thiele, 2008, p.174) studied that a banks CSR initiatives indicated that customers tend to be more responsive to customer-oriented initiatives, rather than those that had a social orientation. In this study, eight CSR initiatives were proposed such as dedicating one per cent of profit to community programs and launching an indigenous scholarship program. The success of these initiatives did not match the level of satisfaction obtained from customer-oriented initiatives. Pomering and Dolnicar (2006) concluded that consumers consideration for personal well-being may outweigh their consideration of broader social impacts. 4.2.1 CSR initiatives and Customer satisfaction In 2004, Bhattacharya and Sen (2004, cited in Mac Donald and Rundle-Thiele, 2008, p.175) proposed six dimensions to CSR. They are listed below, as published by KLD Research: employee diversity Supporting employees product impact on the environment overseas operations Supporting society 4.2.2 Customer oriented initiatives and customer satisfaction On the other hand, customer-oriented initiatives for the banking sector were also classified. Chakrabarty (2006) observed that customer oriented actions for the banking sector was not the same as for other sectors. Chakrabartys (2006, cited in Mac Donald and Rundle-Thiele, 2008, p.175) research resulted into four factors that determined the total level of customer satisfaction amongst a sample of more than 12,000 UK retail banking customers. They are listed in order of importance as follows: in-branch satisfaction economic satisfaction remote satisfaction ATM satisfaction Later in 2007, Manrai and Manrai (2007, in Mac Donald and Rundle-Thiele, 2008, p.175) came up with another set of four factors. In order of importance, they are: Problems attributed to the personnel Concerns of a financial aspect Concerns about the in-branch environment Convenience-related considerations

Beauty In The Bluest Eye English Literature Essay

Beauty In The Bluest Eye English Literature Essay Toni Morrisons novel, The Bluest Eye is a great read that reflects racism in a different way. Racism is usually understood as a class being oppressed or discriminated by another. However, in The Bluest Eye racism has been approached in a very unique way. The characters in this novel are subjected to internalize a set of values that are taught from their descendants and are fragmented. The black community in the novel has accepted white standards of beauty, judging Maureens light skin to be beautiful and Pecolas dark skin to be ugly. Giving a rise to Pecolas obsessive desire to have the Bluest Eyes. In this book The Bluest Eye by Toni Morrison, beauty seems to be necessary to have happiness. Especially when it comes to Pecola Breedlove, Pecola and her entire family was seen as ugly, in fact the exact wording from the book is relentlessly and aggressively ugly. Pecolas unhappiness with her looks had her often wishing she could disappear. Letting herself breathe easy now, Pecola covered her head with the quilt. The sick feeling, which she had tried to prevent by holding in her stomach, came quickly in spite of her precaution. There surged in her the desire to heave, but as always, she knew she would not. Please, God, she whispered into the palm of her hand. Please make me disappear. She squeezed her eyes shut. Little parts of her body faded away. Now slowly, now with a rush. Slowly again. Her fingers went, one by one; then her arms. disappeared all the way to the elbow. Her feet now. Yes, that was good. The legs all at once. It was hardest above the thighs. She had to be real stil l and pull. Her stomach would not go. But finally it, too, went away. Then her chest, her neck. The face was hard, too. Almost done, almost. Only her tight, tight eyes were left. They were always left. Try as she might, she could never get her eyes to disappear (pg 13). This part of the story is very clear to me; there is a time in every childs life when they wish they were invisible. Society today as well as in the 1940s has placed standards in which beauty is measured up to; a lot of people have a hard time separating themselves from societys standards of beauty. Each person is beautiful in their own way: each persons eye has its own idea of beauty. This story takes places in the 1940s but the issues reflected in it still go on presently today. In the beginning of the book the symbol of beauty is Shirley Temple, a girl with golden curls, blue eyes and a bright smile. Freda and Pecola love Shirley, yet Claudia on the other hand despises her. Claudia dislike for Shirley Temple is so strong that she dislikes anyone that remotely looks like her. While on the other hand Pecola loves Shirley Temple so much that she drank 3 pints of milk over a 24 hour period just to look at Shirleys image on the cup. Claudia and Pecola are two little girls that are so much alike but so different. Claudia at her young age despises the image that Pecola considers beauty so much to a point where she destroys dolls which remind her of this beauty. Pecola is so intrigued with blue eyes and their concept of beauty, that she purchases Mary Jane candy with the blue-eyed blond girl on the outside. Pecola thinks that by selecting this candy she will feel closer to the little girl pictured on the candy. Throughout the book Pecolas desire to have blue eyes s ets her up on a path of destruction. Pecola longs for blue eyes, she thinks, .if those eyes of her were different, that is to say, beautiful, she herself would be different (46). Pecola in her mind believes that if she has blue eyes she will be considered beautiful, and will be liked. She is constantly praying to have blue eyes. Most of us have felt the feelings that Pecola had, it may not be who has the bluest eye like in the 1940s, but today we have our own set of beauty standards. In today society its all about who has the most money, or who is the skinniest, and if you are not rich, there is some program you can purchase to teach you how to become rich, and a doctor that can get you skinny instantly. In todays society television is the main source of the misconception of beauty. In the 1940s it was things as simple as a piece of candy or a doll. Pecola as a young girl fell victim to these misconceptions. In this book the Breedlove family was outdoors. Claudia indicates in the story that if a family is considered outdoors it was a real terror of life. The Breedloves were described as aggressively ugly. After reading this book, the Breedloves were not actually ugly in appearance. Their beliefs and actions are what made them ugly. The Breedloves became victims of their environment and all have some type of dysfunction. When a person hears or sees something long enough it becomes a reality. Everything around the Breedloves pointed out ugly in them. It began for Mrs. Breedlove at the movie theater, when she lost a tooth from then on she gave up on her outward appearance. Cholly Breedloves problems began when he was a child and was humiliated by the police while having relations with a female in the bushes. The humiliation he felt made him have a hate towards woman and himself which he expressed by drinking heavily, beating his wife, and raping his daughter. Each family member had a destru ctive attitude. Sammy expressed himself through bursts of murderous rage aimed at his father. Pecola stayed hidden. Pecolas desire to want blue eyes is more than a result of her story. It is from hundreds of years of racial tension. Pecolas inability to deal with the real world brought on mental illness and caused her to create a false reality where she has invented a friend. Together they would walk the streets and vacant lots and discuss Pecolas new blue eyes. Toni Morrison did a great job writing this book, this novel is very visual, at times I could smell the marigolds, or picture the Breedloves in battle. There is one thing that is very obvious from this novel, the tragedy known as Pecolas life.

Effective Foreshadowing in King Lear :: King Lear essays

Effective Foreshadowing in King Lear    The first scene of a play usually sets up the basic themes and situations that the remainder will work with. In Shakespeare’s play King Lear, the very first scene presents many of the play's basic themes and images. The recurrent imagery of human senses and of "nothing," the distortion of familial and social ties, the gradual dissolution of Lear's kingship, all make their first appearances in the first lines of Shakespeare's play.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Much of the imagery in King Lear's first scene presages what is to come in the play. Often characters refer to senses, particularly sight, whether as a comment on the necessity of sensing consequences before acting (as Lear does not), or as yet another of Shakespeare's comments (most apparent in Hamlet) on "seeming." The destruction of Gloucester's eyes and his subsequent musings ("I stumbled when I saw" (IV.i.19) etc.) are a more graphical presentation of this basic theme which originally appears in Lear's first scene. Goneril declares Lear is "dearer than eyesight" (I.i.56) to her (though she is the one who later suggests putting Gloucester's eyes out for his "treachery"). Regan goes further, proclaiming "I profess / Myself an enemy to all other joys / Which the most precious square of sense possesses" (I.i. 72-74). Crossed in his wrath by Kent, Lear cries "Out of my sight!" (I.i.157), only to be reproved with Kent's "See better, Lear, a nd let me still remain / The true blank of thine eye." (I.i.158-9).   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Lear's dialogue with Cordelia on "nothing" introduces yet another theme in the play's imagery, echoing, among other scenes, some of his later conversations with the Fool (I.iv.130 "Can you make no use of nothing, nuncle?") and others. Indeed, King Lear is, in many ways, about "nothing." Regan and Goneril seem to offer much in the beginning, but after whittling down the number of Lear's knights, they leave him with nothing, and in the end their "natural" affection comes to nothing as well. Lear is progressively brought to nothing, stripped of everything -- kingdom, knights, dignity, sanity, clothes, his last loving daughter, and finally life itself.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   One of the main signals of the growing chaos of Lear's world is the distortion of familial and social ties. King Lear exiles his favorite daughter, Cordelia, for a trifling offense, and those daughters he does favor soon turn against him.

Date Rape and Acquaintance Rape Essays -- The Tragedy of Date Rape

Date rape is not a rare incident. Surveys indicate that in 84% of rape cases, the victim knows the attacker, and 57% of rapes occur on dates (Warshaw 11). However, what is even more surprising than these high statistics is that most incidents of date rape go unreported. Several theories exist that try to explain this phenomenon. For example, many women may refuse to believe that their â€Å"friend† raped them. In fact, they could eventually convince themselves that it never happened. Additionally, there is confusion following the attack in which memory and emotions become mixed up. When alcohol or drugs are involved, the women may have no memory of the attack whatsoever. Even if the victim does remember the attack, they could be left with a sense that they let themselves be taken advantage of. In cases such as this, the victim may blame them self instead of the attacker. The shame involved in either being battered by or hurting someone we care for makes it hard to tell anyone, even those closest to us. People in abusive relationships often work hard at making it seem as if nothing is wrong. They try to convince themselves and others that â€Å"it’s not really that bad,† or that â€Å"it doesn’t happen all the time.† (Hicks 18) Additionally, societal perceptions dictate that a woman should know how to set limits, and that they are responsible for their own actions. Many women, thinking back on their sexual experiences, will respond affirmatively when asked the question â€Å"Have you ever had sex with a man when you didn’t want to, because he used physical force against you?† but at the same time offer a firm â€Å"no† when asked â€Å"Have you ever been raped?† (Bender 10-11) While victims of date rape rarely report the crime, the psychological effects are just as bad as if a stranger raped them. Since fewer women seek counseling or treatment for date rape than for rape by a stranger, the effects can be even more severe. In recent years, public attention has been drawn to the prevalence of date rape through the media and researchers. However, many believe that date rape is still the most widely under-reported crime. (Warshaw 11-14)   Ã‚  Ã‚  Ã‚  Ã‚  Date rape has existed for as long as recorded history. In fact a date rape is described in the Old Testament (2 Sam. 13: 1-15) committed by Amnon, son of Kind David. Despite its long history, public awareness and attention has not been drawn ... ...sion. Educators choose to ignore the reality that acquaintance rape happens in junior highs, senior highs, and colleges across the country. Moreover, some school officials find it easier to punt the problem back to uninformed parents rather than risk calling attention to a possible negative situation in their own institutions. (Warshaw 169) Often, parents are reluctant to consider that their â€Å"perfect† child could commit date rape or could put themself in a position to be date raped. However, if these attitudes are changed and teachers and parents begin to educate young people about date rape, the prevalence of date rape will begin to drop drastically. Works Cited Bender, David Date Rape San Diego: Greenhaven Press, 2008 Hicks, John Dating Violence Brookfield: Millbrook Press, 2007 Lindquist, Scott The Date Rape Prevention Book Naperville: Sourcebooks, 2012 Mufson, Susan Straight Talk About Date Rape New York: Facts On File, 2009 Parrot, Andrea Date Rape & Acquaintance Rape New York: Rosen Publishing Group, 2008 Thornhill, Randy. The History of Rape. Cambridge: MIT Press, 2012 Warshaw, Robin. I Never Called It Rape New York: Harper & Row, 1994 Date Rape and Acquaintance Rape Essays -- The Tragedy of Date Rape Date rape is not a rare incident. Surveys indicate that in 84% of rape cases, the victim knows the attacker, and 57% of rapes occur on dates (Warshaw 11). However, what is even more surprising than these high statistics is that most incidents of date rape go unreported. Several theories exist that try to explain this phenomenon. For example, many women may refuse to believe that their â€Å"friend† raped them. In fact, they could eventually convince themselves that it never happened. Additionally, there is confusion following the attack in which memory and emotions become mixed up. When alcohol or drugs are involved, the women may have no memory of the attack whatsoever. Even if the victim does remember the attack, they could be left with a sense that they let themselves be taken advantage of. In cases such as this, the victim may blame them self instead of the attacker. The shame involved in either being battered by or hurting someone we care for makes it hard to tell anyone, even those closest to us. People in abusive relationships often work hard at making it seem as if nothing is wrong. They try to convince themselves and others that â€Å"it’s not really that bad,† or that â€Å"it doesn’t happen all the time.† (Hicks 18) Additionally, societal perceptions dictate that a woman should know how to set limits, and that they are responsible for their own actions. Many women, thinking back on their sexual experiences, will respond affirmatively when asked the question â€Å"Have you ever had sex with a man when you didn’t want to, because he used physical force against you?† but at the same time offer a firm â€Å"no† when asked â€Å"Have you ever been raped?† (Bender 10-11) While victims of date rape rarely report the crime, the psychological effects are just as bad as if a stranger raped them. Since fewer women seek counseling or treatment for date rape than for rape by a stranger, the effects can be even more severe. In recent years, public attention has been drawn to the prevalence of date rape through the media and researchers. However, many believe that date rape is still the most widely under-reported crime. (Warshaw 11-14)   Ã‚  Ã‚  Ã‚  Ã‚  Date rape has existed for as long as recorded history. In fact a date rape is described in the Old Testament (2 Sam. 13: 1-15) committed by Amnon, son of Kind David. Despite its long history, public awareness and attention has not been drawn ... ...sion. Educators choose to ignore the reality that acquaintance rape happens in junior highs, senior highs, and colleges across the country. Moreover, some school officials find it easier to punt the problem back to uninformed parents rather than risk calling attention to a possible negative situation in their own institutions. (Warshaw 169) Often, parents are reluctant to consider that their â€Å"perfect† child could commit date rape or could put themself in a position to be date raped. However, if these attitudes are changed and teachers and parents begin to educate young people about date rape, the prevalence of date rape will begin to drop drastically. Works Cited Bender, David Date Rape San Diego: Greenhaven Press, 2008 Hicks, John Dating Violence Brookfield: Millbrook Press, 2007 Lindquist, Scott The Date Rape Prevention Book Naperville: Sourcebooks, 2012 Mufson, Susan Straight Talk About Date Rape New York: Facts On File, 2009 Parrot, Andrea Date Rape & Acquaintance Rape New York: Rosen Publishing Group, 2008 Thornhill, Randy. The History of Rape. Cambridge: MIT Press, 2012 Warshaw, Robin. I Never Called It Rape New York: Harper & Row, 1994

Making the Climb :: Personal Narrative Hiking Essays

Making the Climb The alarm clock rang and I forced myself out of bed. I took a shower, ate breakfast, brushed my teeth--all my other normal morning routines. But that day was not normal at all. I was going to do something with my English class that I never thought I would do. I was going to hike up Poly Canyon. With a horrible night’s sleep and a sore throat, I was not in the mood to undergo a â€Å"moderately strenuous† hike, but I pushed myself to get ready. Once the entire class had assembled, we made our way to the Poly Canyon gate where we would meet Professor Marx. The overcast sky and moist air were usual characteristics of San Luis Obispo mornings. I was not yet accustomed to this: I never dared to go outside before eight o’clock in the morning. The rest of the class shared my irritation over the fact that it was freezing and very early. After passing by dormitories and the Cerro Vista Apartments, we reached the meeting place where I could just make out the sight of Mr. Marx. Unlike the rest of us, he was bright eyed and ready to begin the walk. Silence swept over the entire group as we began our trek. Nothing could be heard except the crunch of gravel underneath our feet and the occasional explanatory interjections by our professor regarding the surrounding plants and rocks. Huge formations of serpentinite created a wall on one side of the trail, and on the other side the mountains were covered in blankets of coastal scrub. After a few minutes every bush and rock looked the same to me and I could not identify with Mr. Marx’s admiration for the beauty of that area. Even with the surprising deer sightings and geological features around me, I could only think about the end of the hike. Twenty minutes into the walk on the tan graveled road, something caught my eye. A tall antique-looking arch of rocks faced us. Its looming frame forced us to crane our stiff necks to view it. The very top was wearing thin and looked as if it was going to collapse in on itself. The arch was the entrance to a path lined with a low rock wall on either side. The mist created a moist refrigerator-like atmosphere; we gladly sat down on the walls to take a break. Making the Climb :: Personal Narrative Hiking Essays Making the Climb The alarm clock rang and I forced myself out of bed. I took a shower, ate breakfast, brushed my teeth--all my other normal morning routines. But that day was not normal at all. I was going to do something with my English class that I never thought I would do. I was going to hike up Poly Canyon. With a horrible night’s sleep and a sore throat, I was not in the mood to undergo a â€Å"moderately strenuous† hike, but I pushed myself to get ready. Once the entire class had assembled, we made our way to the Poly Canyon gate where we would meet Professor Marx. The overcast sky and moist air were usual characteristics of San Luis Obispo mornings. I was not yet accustomed to this: I never dared to go outside before eight o’clock in the morning. The rest of the class shared my irritation over the fact that it was freezing and very early. After passing by dormitories and the Cerro Vista Apartments, we reached the meeting place where I could just make out the sight of Mr. Marx. Unlike the rest of us, he was bright eyed and ready to begin the walk. Silence swept over the entire group as we began our trek. Nothing could be heard except the crunch of gravel underneath our feet and the occasional explanatory interjections by our professor regarding the surrounding plants and rocks. Huge formations of serpentinite created a wall on one side of the trail, and on the other side the mountains were covered in blankets of coastal scrub. After a few minutes every bush and rock looked the same to me and I could not identify with Mr. Marx’s admiration for the beauty of that area. Even with the surprising deer sightings and geological features around me, I could only think about the end of the hike. Twenty minutes into the walk on the tan graveled road, something caught my eye. A tall antique-looking arch of rocks faced us. Its looming frame forced us to crane our stiff necks to view it. The very top was wearing thin and looked as if it was going to collapse in on itself. The arch was the entrance to a path lined with a low rock wall on either side. The mist created a moist refrigerator-like atmosphere; we gladly sat down on the walls to take a break.

Castaway Movie Analysis-Journeys

‘Castaway ‘, directed by Robert Zemeckis, is a 2001 film starring Tom Hanks. Hanks stars as Chuck Noland, a FedEx delivery man whose life is headed in the ‘right direction’, until his plane crashes and he is stranded on an island. He must adapt to his new life on the island; overcoming many obstacles in order to survive. ‘Castaway’ explores three different journeys; physical, inner and imaginative. Chuck Noland is a filmic representation of the philosophy of time equals money equals fulfilment.Zemeckis is deliberate in his obvious manipulation of the responder as he uses a multitude of filmic techniques to create a connection between the audience and Chuck. The physical journey in ‘Castaway’ is Chuck’s struggle to survive all the obstacles of living on the island and his journey to get home. On the island his inner journey of self discovery is about learning what is really important in life. After he returns home he must learn to adapt to normal society and overcome his traumatic ordeal. Chuck’s imagination is also taken on a journey when he creates a companion out of a volleyball, whom he shares all his ideas and secrets with. Castaway’ is a film that is rife with symbolism. The director has purposefully included an array of different signs that convey various meanings and concepts within the film. The first shot of the film is that of an old road and as the camera pans to the left we see a van driving towards a crossroads. Immediately, these images of the road and the crossroads connote that a journey is going to take place. They symbolises that the unknown protagonist is going to come to a point in his life where he will be unable to decide where he is going.As a result of the cyclic structure of the film, we see Chuck both physically and mentally arrive at the same crossroads from the opening scene. As a result of his years spent on the island is undecided about where he is heading so h e pulls over and is given directions. He moves out into the middle of the crossroads and considers which of the four roads he wants to travel; knowing that whichever option he takes will lead to a different destination both physically and internally. The film ends with a close up of Chuck’s face as he gazes down his chosen path.The responder is left in a state of deliberate uncertainty about which path he has chosen. The audience can be certain of one thing; his choices in life will be forever influenced by his ordeal. By leaving the ending open to interpretation, Zemeckis leaves the responder debating over which direction Chuck would have headed both in his car, and in his life. During the film we see the package with the angels wings painted on it frequently. The parcel becomes the first person as we follow it to the destination. This personifies the package and gives the responder the impression that this package will be almost like another character.This package is one th at washes up on the island with Chuck and is the only package he does not open. Wings are symbolic of flying and being lifted. The wings package raises Chuck’s spirits and gives him hope that one day he will be able to deliver the package to its owner. The audience never find out what was in the parcel. This fosters a sense of mystery and intrigue in the responder. Would the contents of the box have changed the outcome of Chuck’s life? Time is a motif that is heavily emphasised in this film. Clocks are effectively placed in the mis en scene, demonstrating that Chucks’ life is controlled by time.He believes organisation and time management is the key to his happiness. The gift his girlfriend, Kelly, gives him is a pocket watch with her picture inside and it is one of his only possessions on the island. While on the island the importance he placed on time fades, as his life is now run by nature. He finds himself alone with a limitless amount of time but with nothi ng to do during it. He stares at the watch for long periods, not because of time but because of the picture of Kelly in it. Like the wings package she becomes his symbol of hope and his motivation to get off the island.His determination and faith serve to evoke optimism within the responder and it gives them hope that Chuck will continue to survive until he gets off the island. The impact time has on his life is also evident when he is admonishing FedEx employees. He states â€Å"We live or we die by the clock. Never allow ourselves to commit the sin of losing track of time. † He says the same thing to the volleyball, Wilson, when he is planning their escape off the island. The context of when he says it changes the meaning of this quote.The first time it is said he is passionately trying to get workers to be more efficient and the quote is an exaggeration. The second time Chuck makes this remark, death is actually a serious option. Although the timing of his escape is import ant to him, time is not what is driving him anymore, instead his desire to get back to Kelly. The volleyball, Wilson, becomes Chuck’s only companion on the island. Wilson is Chuck’s need for companionship personified. Wilson is a part of Chuck as Wilson’s face is made of his blood and is the physical manifestation of Chuck’s mental state. â€Å"I know you. Chuck repeats to Wilson and this signifies that Chuck is aware that Wilson is a part of him while demonstrating Chuck trying to reassure himself of who he is. When Wilson is lost at sea, Chuck is devastated at losing his ‘friend’ and one of the only things kept him sane on the island. Chuck’s palpable anguish evokes sympathy and grief within the responder. Chuck’s physical journeys are common and the directors’ choice of having him works for FedEx is intentional. The scene where the audience is shown photographs of him with various modes of transportation also indicate that Chuck is a well travelled man.However, he does not understand what life is really about. It is not until he is stranded physically that his inner journey begins and he realises what is really important in life. This concept forces the responder to ask themselves whether what they value most in life is really all that important. The use of diegetic and non-diegetic sounds is particularly effectual in contrasting Chuck’s life on the island with that of his old life. For the whole time that Chuck is on the island only diegetic sounds such as waves, wind and thunder is heard.The sounds of wildlife have been cut from the scene also. Zemeckis has done this to highlight the fact that Chuck is completely isolated. The first non-diegetic music we hear is when Chuck is watching the island disappear in the mist as he rows away. Even without the visual we know that Chuck is now leaving the island. The lighting in ‘Castaway’ is central in showing Chuck’s isolatio n on the island. During storms, especially the initial one which causes Chuck’s plane to crash, lightning and moonlight is all the light used in the scene.The lightning during the storms is hard key lighting and creates a sense of fear danger on screen and amongst the audience. The shadows that are cast on Chuck’s face from fire light and lightning show his vulnerability and panic. Zemeckis uses over the shoulder shots and close ups frequently on the island. This is done so the responder feels as though they are on that island with Chuck. The point of view shots that are used on the island are particularly useful in showing Chucks’ isolation. At numerous points we see the vast expanse of ocean through Chuck’s point of view.This technique once again highlights his loneliness and desperation to find another living companion. The bird’s eye view shots show Chuck, alone, surrounded by nature, highlighting his solitude. Panning camera movement is used r epeatedly to introduce the viewer to the landscape of the scene. Zemeckis uses zoom to focus the responder’s attention on Chuck which enables them to discern his emotions from his facial expression, rather than dialogue. There is minimal dialogue used in ‘Castaway’. This is again used to demonstrate the characters segregation but it also serves another purpose.Minimal dialogue places greater emphasis on the other devices such as camera usage, music and lighting and it relies on these devices to convey the journeys. The 2001 drama film, ‘Castaway’ is an excellent example of a film encompassing physical, inner and imaginative journeys. The director, Robert Zemeckis, has exploited numerous filmic devices to allow the responder to experience the film as though it were reality. His effective use of symbolism, camera shots and angles, sound and lighting influences the responders’ view of the film.