Napoleon Bonaparte: a True Tyrant Essay

Ideals of the Enlightenment and the French Revolution were both rooted from the desire to abolish absolute authority, ensure the natural rights of men, and develop a stable government. Napoleon Bonaparte, a prominent military general and French Emperor, strived for these political ideologies, but was corrupt in his way of approaching them. He was strictly egotistical and selfish; these characteristics served only as a catalyst to his abolition. Mohandas Gandhi, a pacifistic revolutionary that led India’s emancipation, stated that â€Å"power based on love is a thousand times more effective and permanent then the one derived from fear of punishment†. Napoleon, however, seized control over France by ruling oppressively and ruthlessly; citizens followed him only in fear of his boundless power. Although Napoleon did help establish political and social equality in France, his uncontrollable desire for personal supremacy suppressed the ideals of the revolution and violated th e basic principles of the enlightenment. Napoleon’s personal greed for power drove him to infringe the basic principles of the revolution on the rights to hereditary and absolute rule. Robespierre, an enlightened leader of the Jacobins, stated that the purpose of the French Revolution was to abolish absolute monarchy and institute a â€Å"democratic or republican government† that could help increase political equality within a nation (Robespierre). However, Napoleon rejected any republican form of government; he was solely concerned with maintaining a â€Å"hereditary power, which†¦ may endure for generations, even for centuries† (Selected). Ironically though, in hopes to gain popularity among members of the 3rd estate, he abolished the power of the nobility and appointed governors that were loyal to the central government. Not only did he crown himself emperor of France, but also, â€Å"he established an imperial court and the members of his family were made royalty, while other titles and honors were given to his supporters† (Sarti). He was â€Å"not content merely to create a dynasty for France†, but was constantly looking for ways to improve his family’s reputation (Axelrod). Napoleon’s advice in a letter to his brother, Jà ©rà ´me Napolà ©on, revealed his obsessive concern over his own reputation and greed for the â€Å"strength of [his] monarchy†. This unenlightened behavior reflecting unequal treatment of the people strictly goes against the revolution’s purpose, and thus, proves that Napoleon was an extremely authoritarian and ruthless emperor. Consumed by his insecurity and unbounded ego, Napoleon stripped away the natural rights of his citizens to prevent France from entering utter chaos. In The Second Treatise on Government, John Locke, a prominent Enlightenment philosopher, emphasized on the importance of preserving the â€Å"lives, liberties, and estates of the people† when governing a nation. Napoleon, on the other hand, was a strong anti-advocate of the freedom of speech and press; he believed that in order to maintain power over his people, it was necessary to â€Å"never allow the newspapers to say anything contrary to [his] interests† (Leader). In effort to maintain peace within the nation, he also â€Å"banished discussion and proscribed the freedom of press†, and stole his citizens’ rights to the freedom of expression (Selected). Although this prevention helped preserve serenity within France, it caused them to live in oblivion of the rest of Europe. He most proudly stood against the ideas conveyed in the Declaration of the Rights of Man and of Citizens on the people’s right to â€Å"unrestrained communication of thoughts and opinions†, because he was strictly concerned with his reputation among his citizens. In order to gain the affection of his people, he also constructed the French Civil Code in 1804, which promised â€Å"equality under the law†. However, this project created to promote equality within the nation, developed â€Å"conditions that were very unfavorable to wives†; it clearly was not â€Å"designed for†¦ the good of the people† (French Civil Code) (Locke). By restricting the people’s access to their natural rights of mankind and constructing laws for certain groups, Napoleon hoped he could gain admiration from his followers and earn the recognition of his neighbors. This, however, only proved that he was a dictator who oppressed the most fundamental and enlightened ideals of the revolution. Napoleon was not only egotistical and selfish, but he was also a reckless military dictator who maintained stability using violence and unnecessary invasions. Although he strived for social equality and a utopian society, in reality, very few beneficial changes were made during the time of his rule. In fact, during his invasion of Russia, over 300,000 French soldiers were killed: it weakened the entire French army. A passage summarizing the French-Russian war stated: â€Å"Although [Napoleon] managed to preserve himself and the core of his Grand Army, much of his forces were destroyed or had deserted him †¦ fewer than 10,000 men fit for combat remained in [the] main force† (Phillips). War general, Philippe de Sà ©gur, who accompanied Napoleon on many of his military campaigns, described him as an insensitive, callous dictator who valued his own life far more than of his soldiers: â€Å"He rapidly descended the northern staircase†¦ and gave orders for a guide to conduct him out the city †¦ to the imperial castle of Petrowsky† (Selected). Benjamin Constant, an active participant of French politics, also thought of Napoleon as a barbaric conqueror who robbed â€Å"us of the heritage of all the enlightened generations† and took advantage of the French army for his own benefit (Selected). Napoleon’s foreign policies, such as the Continental System that boycotted all British goods, and his unsophisticated military invasions on Russia further reflected qualities of a self-absorbed dictator; he was selfish, uncaring, and insensitive to the physical well being of his citizens. Although Napoleon helped improve the lives of many, his excessive lust for power and egotistical character deprived him of the admiration from his citizens. By restoring hereditary rule within the nation, he directly violated the main purpose of the revolution; equality was certainly not established. He went against the ideals of the Enlightenment protecting the natural rights of every individual by stripping away his citizens’ right to life and liberty. Napoleon was, in fact, a dictator who ruled unconstitutionally and was constantly preoccupied with the thought of personal success; his selfish personality and overbearing ego served as a strong foundation to his authoritarian rule over France.

Visual Puffery in Fragrance Ads

Rollins College Rollins Scholarship Online Faculty Publications 1-1-2012 A study of visual puffery in fragrance advertising: Is the message sent stronger than the actual scent? Mark Toncar Youngstown State University Marc Fetscherin Rollins College, [email  protected] edu Published In Mark Toncar, Marc Fetscherin, (2012) â€Å"A study of visual puffery in fragrance advertising: Is the message sent stronger than the actual scent? â€Å", European Journal of Marketing, Vol. 46 Iss: 1/2, pp. 52 – 72This Article is brought to you for free and open access by Rollins Scholarship Online. It has been accepted for inclusion in Faculty Publications by an authorized administrator of Rollins Scholarship Online. For more information, please contact [email  protected] edu. A Study of Visual Puffery in Fragrance Advertising Is the message sent stronger than the actual scent? Abstract Purpose – This paper investigates visual exaggerations of fragrance advertisements by comparing subjects’ expectations resulting from print ads to their subsequent product evaluations.It then considers whether the actual scents fall short, meet or exceed these expectations. Design/methodology/approach – By means of a semiotic analysis we capture the corresponding literary attributes of the ads to develop adjective pairs describing the meaning of the ads. Interviews are conducted to assess the meaning that consumers draw from the fragrance ads and we supplement these findings by performing a blind olfactory product evaluation of the fragrances. Paired sample t-tests are used to compare ubjects’ ad expectations to their subsequent product evaluation of the actual scent. Findings – Our results show that the visual cues and imagery in the fragrance ads appear, under certain conditions, to result in product expectations that exceed actual product evaluations, suggesting the existence of visual puffery. We also found that the more abstract descriptors of the ad resulted in significantly higher expectations, while the more concrete descriptors resulted in significantly lower expectations than the actual product evaluation.Research limitations/implications – A small sample size of homogenous consumers limits the generalizability of the results. No measures of attitude effectiveness were taken. Practical implications – Visual puffery may be effective and help marketers, even in countries where verbal puffery is illegal, to use another means to reach consumers. Originality/value – This paper investigates an under-researched area in advertising.A multimethod approach and primary data are used to assess subjects’ ad expectations of a fragrance and the actual product evaluation and demonstrates the existence of visual puffery. Keywords Puffery, Advertising, Fragrance, Perfume Paper type Research Paper 1. Introduction Consumer research in advertising has a long history of investigating how the structure of a pers uasive message can influence its effectiveness (Belch and Belch, 2009).One useful way to classify previous research is that which pertains to the verbal aspects of the message, the visual aspects, or research that considers both verbal and visual cues (Stern, 1996; McQuarrie and Mick, 2003a; Stathakopoulos, 2008). Illustrative of the research focusing on verbal cues includes studies focusing on order of presentation of product claims (Kamins and Marks, 1987; Krugman, 1962), whether to include or omit conclusions (Chance, 1975; Kardes, 1988) and the effectiveness of one-sided versus twosided messages (Eisend, 2006; Belch, 1983; Sawyer, 1973).More recently, researchers have begun to focus on the effects of the visual components of advertising such as visual hyperbole (Callister and Stern, 2007) and visual metaphor (McQuarrie and Phillips, 2005) recognizing that both the verbal and visual information presented in an ad can influence the way an advertising message is processed and perce ived (Oliver, 1979; Mitchell, 1986; Edell and Staelin, 1983; Hirschmann, 1986; Smith, 1991; Stern, 1996; Scott and Batra, 2003; McQuarrie and Mick, 2003a; Stathakopoulos et. al 2008).Research addressing deceptive advertising practices has generally focused on the verbal aspects of product claims, and has not often assessed the role that visuals can play in communicating deceptive, misleading or inaccurate information. This is especially true regarding investigations of puffery in advertising. The purpose of this paper is to introduce and discuss the concept of visual puffery, and to examine whether exaggerated and unsubstantiated product claims can be communicated to consumers using visual imagery.Specifically, the objectives of this research are twofold; first, to examine how advertisers are using visual appeals to generate sensory expectations by consumers. Second, we explore the relationship between the sensory expectations that are created in the minds of consumers by the advert isements and consumers’ subsequent product evaluation. In so doing, we seek to identify and measure the extent to which viewers’ expectations developed in response to an ad differ from their subsequent evaluation of the actual product in the ad and whether visual puffery exists. . Literature Review 2. 1. Visuals in Advertising Historically, advertising research has been dominated by investigations that focused on the verbal content of advertisements. With regard to magazine advertising, this has generally referred to investigations involving the headlines and body copy and investigating how specific linguistic elements affect the processing of advertising information.Illustrative of these studies are the works of Leigh (1994), who investigated the use of figures of speech in magazine headlines, McQuarrie and Mick (1996) who examined the use of figures of speech in advertising language, Djafarova (2008) who investigated the use of puns in advertising, and Mothersbaugh, Huhmann and Franke (2002) who explored the effects of rhetorical figures on consumers’ processing effort and focus.Visual elements of advertisements, such as pictures or symbols are also an important component of many advertisements, and the role of imagery in shaping consumer response and behavior has only recently begun to receive the same degree and sophistication of research attention as the verbal elements in advertising (McQuarrie and Mick, 1999; Fetscherin and Toncar, 2009). The importance of visual imagery in advertising has been ecognized since the 1970s when Rossiter and Percy (1978; 1980; 1981) proposed the visual and verbal loop theory which showed â€Å"that visual content in advertising is just as capable of increasing the consumer’s product attitude as is verbal content† (Rossiter and Percy, 1980, p. 15). Since then it has become clear that visual elements can be effective tactics to achieve a range of advertising objectives, including belief acce ptance and change (Miniard et al. , 1991; Mitchell and Olson 1981; Peracchio and Meyers-Levy 1994) and memory (Childers and Houston, 1984).Messaris (1997) discusses in his book that magazine ads, and other forms of advertising, often convey meanings that cannot be expressed as well, or at all, through words. As the book title suggests, â€Å"Visual persuasionâ€Å" is an exploration of these unique aspects of advertising. Using a range of methodologies, illustrative research on the topic includes investigating the effects of visual hyperbole (Callister and Stern, 2007) and visual metaphor (McQuarrie and Phillips, 2005), ethical issues that arise from visual representations in advertising (Borgerson and Schroeder, 2002), the visual imagery and epresentation of the male body in advertising (Schroeder and Zwick, 2004), and using interpretive methodologies from art and literary criticism to explore the meanings in advertising imagery (Stern and Schroeder, 1994) to mention only a few. A more recent trend is to build upon theories of verbal rhetoric to understand the effects of visuals in advertising (Scott, 1994; McQuarrie and Mick, 1999; van Enschot, Hoeken and van Mulken, 2008; Stathakopoulos, Theodorakis and Mastoridou, 2008; Phillips and McQuarrie, 2004).The growing consensus, regardless of the methodological tool used, is that visual imagery is a nearly ubiquitous and powerful influence in advertising. In sum, there are several theories which model the way visual elements in advertising affect consumer response including classical conditioning (Rossiter and Percy, 1978; Shimp et al. , 1991), the visual and verbal loop theory (Hansen, 1981; Rossiter and Percy, 1980), the attitude towards the ad or affect-transfer theory (Mitchell, 1986; Shimp 1981), information processing theory (MacInnis and Price, 1987), and the elaboration-likelihood model (ELM) (Petty et al. 1983) which demonstrated both central and peripheral routes to persuasion. Vaughn (1986) developed the FCB grid as a framework for developing creative advertising strategies and this has been extended further by Rossiter et al. (1991) who created the Rossiter-Percy grid (Mortimer, 2002). As Scott (1994, p. 256) noted, these theories â€Å"have been investigated in overlapping ways, which makes it difficult to stipulate distinct theoretical boundaries†. Moreover, Scott (1994, p. 258) suggests that â€Å"a second area of research can be characterized by a broad methodological orientation rather than by a unified theory†.In fact, there are different interpretative theories and approaches to analyze visual elements of advertising (McQuarrie and Mick, 1999). The four most common are the following. First, the archival tradition is perhaps the oldest one whereby large samples of advertisements are gathered and content analysis is used to examine the frequency with which various types of visual elements appear (Harris and Attour, 2003; Seitz, 1998; Scott, 1994). Second, th e experimental tradition systematically varies either the presence or absence of pictures per se (McQuarrie and Mick, 1999).The third is the readerresponse approach which seeks to uncover the meanings that consumers draw from the ads (Mick and Buhl, 1992; Scott, 1994). Extended interviews are used to understand the rich and complex interplay between elements of the ad and consumer perception. Finally, the text-interpretive approach draws on rhetorical and semiotic theories to provide a systematic and nuanced analysis of the individual elements that make up the ad (Scott, 1994; McQuarrie and Mick, 1999).A few studies (Corbett, 1990; McQuarrie and Mick, 1999; Morgan and Reichert, 1999; McQuarrie and Mick, 2003a; McQuarrie and Phillips, 2005) have used visual rhetoric analysis, an interpretative theory, in advertising research. Phillips and McQuarrie (2002) show that metaphors and hyperbole, which are figurative expressions that involve intentionally exaggerated statements (visual or v erbal), appear in 17. 3% of advertisement pictures and 44% of headlines and have increased steadily since the 1960s. More recently, Callister and Stern (2007) looked at the use of visual hyperbole as an intriguing form of exaggeration in advertising.To do so they focused on the description of the rhetorical figures present in ads. Like rhetoric analysis, semiotic analysis can also be used by the researcher to assess the effects of images and symbols. Both, rhetoric and semiotics are text-centered approaches (McQuarrie and Mick, 2002). As such, â€Å"they make relatively simple and straightforward assumptions about the human system, concentrating instead on the development of elaborated structures that can be used to differentiate types of visual content in advertisements† (McQuarrie and Mick, 2003b, p. 192).The current study assesses visuals in advertising using two approaches. First, we use a text-interpretive approach by means of semiotic analysis (ad system) to identify, c apture and to generate the corresponding literary attributes that describe the most prevalent signs within the visual message. Second, using a reader-response approach, we conduct personal interviews to learn the meanings that consumers draw from the ads and take the perspective of a human system. We supplement these findings by performing a blind olfactory evaluation of the fragrances. 2. 2.Puffery in Advertising The concept and use of verbal puffery in advertising has been extensively researched in the past few decades. It is widely understood to refer to exaggerated or unsubstantiated advertising claims. The Federal Trade Commission (FTC) defines puffery as a â€Å"term frequently used to denote the exaggerations reasonably to be expected of a seller as to the degree of quality of his product, the truth or falsity of which cannot be precisely determined† (DeFrancis, 2004, p. 10). Illustrative of the extensive research on the topic are the early works of Preston (1967), Pre ston and Scharbach (1971), and Richards (1990) among others.For example Preston (1996) and Richards (1990) investigate the role of puffery as it relates to deception and consider whether puffery constitutes deceptive advertising. Puffed claims, while obviously untrue, are typically not considered deceptive because, by definition of the FTC, puffed claims are subjective claims that no reasonable person would take to be literally true. While the FTC has taken the position that puffery is not deceptive because it does not work, empirical research has not generally supported this (Kamins and Marks, 1987).Moreover, and as Haan and Berkey (2002) argue â€Å"if puffery does not work, salespeople and advertisers would not use it† (p. 245). Some researcher demonstrated that under certain conditions consumers believe exaggerated claims (Cunningham and Cunningham, 1977; Rotfeld and Rotzoll, 1980; Rotfeld and Preston, 1981; Olson and Dover, 1978; Kamins and Marks, 1987; Wyckham, 1987; Ha an and Berkey, 2002; Cowley, 2006) while others shows that while consumers are able to identify an exaggerated claim, the evaluation of the brand was still more positive when puffed claims were used (Cowley, 2006).Still other research suggests exaggerated claims can produce negative effects (Vanden Bergh and Reid, 1980b). Studies have looked at the effects of puffery on product attitude and purchase intentions (Kamins and Marks, 1987), or considered the use of puffery in ads for specific product categories such as ball point pens (Kamins and Marks, 1987, Vanden Bergh and Reid, 1980b) or automobiles (Vanden Bergh and Reid, 1980a; Vanden Bergh et al. , 1983) for example.In addition, there is ample evidence that verbal puffery influences pre-purchase (Oliver, 1979) as well as post-trial product evaluations (Olshavsky and Miller, 1972; Anderson, 1973; Kamins, 1985; Olson and Dover, 1978; Oliver, 1979). In sum, theses studies suggest that verbal puffery enhances pre and post-trial produc t ratings relative to trial alone and that, in certain conditions, this effect increases as the puffery becomes more exaggerated (Kamins and Marks, 1987). This last observation brings up an interesting issue regarding the effectiveness of different degrees of puffery.Preston (1996, 1998) introduced six categories of verbal puffery, based upon the strength of the assertion made in the puffed claim. He named the categories â€Å"best†, â€Å"best possible†, â€Å"better†, â€Å"specially good†, and â€Å"subjective qualities†. Haan and Berkey (2002) investigated the believability of each of the six forms of puffery and found that in all but one category, â€Å"consumers do not strongly believe or disbelieve puffed statements† (Haan and Berkey, 2002, p. 251). They concluded their findings were generally onsistent with Beltramini and Evans (1985) who suggested the consumers are â€Å"tired of overused techniques in advertising and, as a result, see little difference in the believability from one advertisement to the next† (Haan and Berkey, 2002, p. 251). A careful inspection of Haan and Berkey’s (2002) results yields an interesting observation. The only category of puffery that affected subjects’ beliefs was the subjective claim category, which, according to Preston (1996), represents the weakest form of puffery. While he other five types of puffery all involve the use of verbal superlatives and exaggeration, the subjective claim puff is one which makes a subjective assertion about the product with no implicit or explicit reference to the product. This suggests that advertisers of consumer products, who rely heavily on subjective claims, as is the case for fragrances, should be wary of delivering these claims using verbal puffery. Furthermore, and as stated by Haan and Berkey (2002), consumers’ beliefs about an advertisement are related to factors other than the verbal puffed claims made about t he product.This is important for our study as we argue that this could encourage advertisers to communicate claims about subjective product benefits by using visual rather than verbal puffery. 2. 3. Personal Fragrance Advertising Fragrance advertising represents a significant portion of ad pages and spending, estimated to be in the billions of dollars. Print advertising of fragrances poses additional challenges compared to many other products for the following three main reasons. First, fragrances have no significant functional benefit and are very intimate purchases where preferences are personal (Busch, 2003).Since odors stimulate the part of the brain responsible for emotional responses, olfaction represents a different path to the consumer than is afforded by other types of cues (Ellen and Bone, 1998). According to Kirk-Smith and Booth (1987), the emotional response generated by a scent depends on â€Å"the complex meaning of previous social experience with odors† (p. 159 ). The emotional aspect of odors may therefore influence a consumer’s attitude and motivation to purchase through the associations it evokes.Second, because perfume, like many other products and services, is not purchased based upon the functional benefits they provide, advertising a perfume represents a special challenge for marketers because they cannot sell their product based solely on its features. Instead, fragrance marketers speak to people’s fantasies, and attempt to create a sensual â€Å"mood† using a variety of visual and verbal tactics, including metaphors and other figures of speech as well as a broad range of visual symbols that can often best be understood using a semiotic analysis approach (Toncar and Munch, 2001). Third, it is difficult to ommunicate a taste, or in our case a scent in a print ad. This is compounded by the fact that the actual scent of a perfume is only one of a number of salient cues that affect product purchase, many of which a re introduced and communicated in the ads. The ad can depict a photograph of the bottle, might include a scent strip in magazine advertising, making a nebulous product a bit more substantive, or use a variety of rhetorical techniques to tap into the human capacity for multi-sensory perception and provoke the consumer to actually envision the scent based on coded images and signs embedded within the print advertisement.In this regard, much fragrance advertising can have transformational effects. Transformational advertising (Wells, 1980) is effective by â€Å"developing associations with the brand use experience that transforms that experience into something different than it would be in the absence of the advertising† †¦ â€Å"transformational advertising creates, alters, or intensifies feelings† (Aaker and Stayman, 1992, p. 239) and attempts to move the consumer emotionally to a point of greater product acceptance (Cutler et al. 2000). In that respect, transforma tional advertising enhance mostly hedonic and symbolic benefits but does not appear to affect evaluations of functional benefits (Naylor et al. , 2008). Drawing on biology, psychology, and rhetorical techniques, print advertisements for fragrances are generally quite artistic. For this reason, the text interpretative analysis of the semiotic relations among key elements of the ad is a suitable approach to gain insights about the messages being conveyed in the ads.Busch (2003) explains that the human senses do not work independently, but in tandem to influence desires, decisions, and emotional responses and this feature of human perception suggests that fragrance advertising using linguistic and visual cues actually has the power to affect consumer expectations and convey the scent of the advertised fragrance. Ellen and Bone (1998) showed that the addition of a more congruent scratch-and-sniff panel to a fragrance advertisement improves attitude toward the ad or the brand.Lambiase an d Reichert (2003) used rhetorical analysis to explore sexually oriented appeals in fragrance advertisements. Moriarty (2006) showed how semiotics can be used in advertising to create meaning that does not naturally exist and Clare (1998) demonstrated the usefulness of semiotic analysis for men’s fragrance advertising and showed that signs or cues in the ad provide a favorable image of the product. Studies from the Advertising Educational Foundation (2006) as well as Ellen and Bone (1998) discuss the growing emphasis on olfactory cues for differentiation in modern advertising. 3.Methodology The objectives of this paper are to investigate: (1) how fragrance advertisers are using visual appeals to generate sensory product expectations and (2) the relationship between the product expectations resulting from the ad and the corresponding product evaluations. This task is somewhat complicated by the subjective nature of the meanings generated by the visuals in the ad as well as the scent of a fragrance. To address this issue, we will use the same set of literary attributes when assessing and comparing viewers’ product expectations based on an ad with their subsequent product evaluation of the fragrance.The extent to which consumer expectations based on the ad exceed their subsequent product evaluations can be viewed as a form of visual exaggeration, or perhaps visual puffery. This basic rationale, that puffery may be conceptualized and even quantified as the extent to which expectations of a product arising from an ad exceed subsequent product evaluations seems reasonable. A similar approach has been used in other studies, including McQuarrie and Mick (1999). Visual claims that, if believed, result in expectations on the part of viewers that exceed the capabilities of the product fit the accepted definition of puffery.As mentioned previously, in this study we assess visual puffery in magazine advertising using a multi-method approach. First, we use a te xt-interpretative approach by means of a semiotic analysis to identify, capture and to generate the corresponding literary attributes that describe the most prevalent signs within the visual message (ad system). This gives us the descriptors of product attributes and therefore the literary attributes to be evaluated and on which visual puffery was assessed. Second, we use a reader-response approach by means of personal interviews to assess the meaning that consumers draw from the ads (human system).In addition, these findings are supplemented with an actual product test by means of a blind olfactory evaluation of the fragrance. This multi-method approach builds on previous studies to show the value of this approach for consumer research (McQuarrie and Mick, 1999). 3. 1 Semiotic Analysis The literary attributes were developed using a semiotic analysis of the three ads chosen. Semiotic analysis can be used to decode the meaning of advertisements. It is an approach that seeks to interp ret messages in terms of their signs and patterns of symbolism (Moriarty, 1995).Everything in an advertisement, such as the model’s hair and clothing, the ad’s color palate, the lighting and the objects featured in the advertisement, functions as a signifier of something else. All forms of semiotic analysis consider each aspect of the ad in question to be important for the generation of meaning. Semiotic analysis begins with the listing of all of the signs, structures, and codes embedded within the text (Lawes, 2002). Another important part of semiotic analysis involves looking at contrasts and implied contradictions.The structural methods employed by many semioticians involve the study of paradigms as binary or polar oppositions (Chandler, 2001), and there are many contrasting pairs that can be recognized in advertisements. Male/female appears to be the most central opposition, since male and female sexuality is connoted from their pairing in the advertisements. The o bjective of an advertisement, for example, could be to bring male and female together through the use of the product by the woman to attract the male. The subsequent â€Å"power† the woman has over the man, or vice-versa, leads us to the next noticeable opposition; dominant/subordinate.The woman can dominate the subordinate man, or the opposite may occur. Black/white and mind/body are also binary oppositions; the text or background is presented in black and white. And of course, the reverse may also be true. The researchers used a semiotic analysis of the three ads and the following attribute-adjectives pairs were generated that describe the range of meanings of the three selected ads. These are â€Å"adjective pairs† and not â€Å"polar opposites† in the literary sense and are meant to be, to some degree, synonyms rather than antonyms, describing similar, not opposite aspects of the ads.The selected pairs of adjectives were used to identify the elements of visu al imagery in the ads and subsequently also in the product evaluation. They are summarized in the following Table I. Table I. Adjective Pair Light/Understated Bold/Powerful Arousing/Sensual Romantic/Feminine Playful/Flirtatious Mysterious/Exotic Earthy/Musky Fruity/Tasty Medicinal/Bland Velvety/Creamy 4. Data Collection We gathered primary data by means of structured interviews (survey) of potential consumers. The first section of the questionnaire focused on purchasing habits and fragrance use.In the second section subjects were shown a copy of a fragrance ad and were asked to answer questions pertaining to that ad. The questions required subjects to describe how they envisioned the scent by identifying their expectations using the adjective pairs, resulted from the semiotic analysis, on a five point Likert scale anchored by â€Å"strongly disagree† and â€Å"strongly agree. † This process was then repeated with the remaining two ads. The third section tested subjects ’ actual olfactory perceptions of each of the three fragrances. The subjects were asked to perform a blind olfactory evaluation of the fragrances.They were asked to describe each scent using the same adjective pairs and scale so that their actual product evaluations could be compared to their expectations. This procedure was then repeated for the remaining two fragrances. Respondents were provided a small vial of coffee beans to smell between each fragrance sample, in order to clear the olfactory palate and minimize the likelihood of scents mixing or getting confused. The order of presentation of both the ads and the fragrances was randomly selected to prevent any ordering effect. Finally, socio-demographic information was collected.Three different full-page advertisements for women’s fragrances from Vogue magazine were selected for this study. Vogue was used for several reasons; it is one of the oldest fashion magazines in the market (since 1892), the target audience is females, it is widely accepted as the â€Å"Fashion Bible† or â€Å"Style Bible†, and it is one of the most influential fashion magazines in the world (Weber, 2006). Moreover, it is among the top 10 magazines in the US in terms of ad pages and is also the leading magazine in terms of advertising revenue and circulation.The three advertisements used in this study were: (1) Red Delicious by DKNY, (2) Hypnose by Lancome Paris, and (3) Euphoria by Calvin Klein. Fragrances were selected as a product category because of the intensely visual imagery that is often utilized to communicate intangible product benefits as mentioned above. The specific ads were selected primarily due to the relative absence of verbal cues which may explain why these ads appeared not only in the US edition of Vogue but in many international editions as well (Vogue UK, Vogue France, and Vogue Australia, and Vogue Italy). The actual ads used in this research are reproduced in Figure I.Take in Figur e I Three ads were chosen for several reasons. First, we believed that multiple ads would provide a more broad inspection of our research objectives than a single ad. However, we were concerned that too many ads and their associated fragrances would overwhelm the respondents’ senses of smell and impair their ability to accurately evaluate the fragrances, a key objective in our research. Finally, related studies used similar number of ads per respondent (Kamins and Marks, 1987; Vanden Bergh and Reid, 1980b; Rothfeld and Rotzoll, 1980; Wychkam, 1985; Ellen and Bone, 1998; Schmitt et al. 1995; McQuarrie and Mick, 1999; Cowley, 2006). The target audience of women’s fashion and beauty magazines such as Vogue is generally fashion-conscious women under the age of 45. Vogue, specifically, reports that the average age is 34 and that 63% of its readership is between the age of 18-49 (Conde Nast Digital, 2009). In addition, approximately 75% of perfume purchases in the United Sta tes are made by women under the age of 25 (Busch, 2003). This suggests that young women are a representative and suitable sample for this research. It should be noted that many studies used student samples (e. . , Vanden Bergh and Reid, 1980b; Kamins and Marks, 1987, McQuarrie and Mick, 1999; Cowley, 2006) compared to ours which is based on consumers. The survey instrument and procedures were pre-tested with a sample of sixteen women to identify problems prior to the actual interviews. Finally, 75 young women below the age of 25 were randomly interviewed outside a major upscale shopping mall near a metropolitan city located in the southeastern part of the United States. Cronbach’s alpha was used to assess the reliability of the measurement items used.The overall alpha for all the scales was 0. 85. The alpha for the ad rating scales was 0. 72, and 0. 73 for the fragrance rating scales. This suggests the measurement scales exhibited acceptable reliability. 5. Results 5. 1. Desc riptive Statistics Table II presents basic descriptive statistics about the respondents that illustrate their similarity to the target market of these fragrances and advertisements. The age, household income, frequency of travel and enjoyment of cultural visits such as museums and the theatre are provided in the table.Table II. Descriptive Statistics Demographic Characteristic (n=75) Age 17 18 19 20 21 22 23 Household Income $0- $25,000 $25,001 – $50,000 $50,001 – $75,000 $75,001 – $100,000 $100,001 and above Travel Never Percentage 1% 16% 36% 24% 12% 8% 3% 7% 20% 8% 15% 50% 4% Culture Visits Seldom Occasionally Often Frequently Never Seldom Occasionally Often Frequently 12% 39% 20% 25% 3% 12% 36% 31% 18% The self-reported annual household income was generally consistent with the average household income of the typical Vogue readership.The same applies to the travel habits as well as cultural activities, such as visits to museums, art galleries and theatrical pe rformances. Overall, our analysis indicates that our sample is similar to the readership of Vogue. Ninety-two percent of our sample reported buying a fragrance for themselves at least once each year and over 50% reported buying at least twice each year. Eightythree percent reported that they read a fashion/beauty magazine at least once each month and 55% reported reading one at least twice each month.This information suggests that the women in our sample appear to have substantial exposure to magazine fragrance advertising. 5. 2. Viewers Expectations and Evaluations Since prior knowledge of, or experience with the ads or fragrances used in the experiment could have an impact on subjects’ expectations and product evaluations, we first asked respondents whether they had seen each ad and whether they recalled smelling each fragrance. The responses of the women who reported either seeing one or ore of the ads or smelling one or more of the fragrances were compared to the response s of the women who reported no previous exposure to either the ads or the fragrances. There were no significant differences between the two groups. While this result allows us to consider our sample as one relatively homogeneous group, it is at the same time somewhat troubling as this seems to suggest that prior exposure to the ads and/or the fragrances in this study did not affect subjects’ perceptions of either the ads or the fragrances.One explanation is that there are hundreds of different fragrances and ads out in the market, while our study is limited to three fragrances and ads. Furthermore, those subjects who were exposed to the ads and/or fragrances prior to our study either did not recall or recognize it, especially this might be the fact in the case of the blind olfactory test, or respondents did not integrate the prior ad and fragrance information into their consciousness based on the parameters established by our dependent measures.Table III summarizes the averag e rating of the subjects’ expectations resulting from the advertisement (â€Å"Ad†) as well as the average rating of the subsequent product evaluations (â€Å"Fragrance†) for the three ads and their respective fragrances. Table III. Advertisement and Fragrance Evaluations Mean values Light/Understated Bold/Powerful Arousing/Sensual Romantic/Feminine Playful/ Flirtatious Mysterious/ Exotic Earthy/Musky Fruity/Tasty Medicinal/Bland Velvety/Creamy Red Delicious Ad Fragrance 2. 31 3. 41 3. 80 2. 81 4. 04 3. 31 3. 81 3. 51 4. 09 3. 61 3. 28 2. 65 2. 15 2. 43 3. 68 3. 41 1. 60 1. 97 1. 79 2. 28 Hypnose Ad Fragrance 3. 9 3. 04 2. 89 3. 13 3. 65 3. 11 4. 03 3. 55 3. 43 3. 12 3. 52 2. 95 2. 33 2. 65 2. 31 2. 47 1. 80 1. 93 2. 47 2. 61 Euphoria Ad Fragrance 2. 43 2. 60 3. 80 3. 60 4. 31 3. 28 3. 95 3. 49 3. 63 3. 17 3. 96 3. 15 2. 77 2. 72 2. 13 2. 53 1. 72 1. 89 2. 76 2. 40 Since subjects reported both their fragrance expectations and subsequent product evaluations using the same set of scale items, paired sample t-tests were used to consider whether the ads generated scent expectations that fell short, met, or exceeded subjects’ actual product evaluations. The tables that follow summarize the similarities and differences between the xpectations that were generated in response to the ads and the subsequent product evaluations in response to the blind olfactory tests. 5. 3. Red Delicious Results Subjects’ responses to the Red Delicious ad/scent pairing indicated significant differences between subjects’ expectations and product evaluations in eight of the 10 adjective pairs. In five of the pairs, Bold/Powerful, Arousing/Sensual, Romantic/Feminine, Playful/Flirtatious and Mysterious/Exotic, the expectations generated in response to the ad exceeded the subsequent olfactory evaluation of the fragrance.In three pairs, Light/Understated, Medicinal/Bland and Velvety/Creamy the olfactory evaluation exceeded expectations. It appears tha t based upon their exposure to the ad, respondents expected the fragrance to be more powerful, sensual, feminine, flirtatious and exotic than they ultimately evaluated the fragrance to be. Conversely, the actual fragrance appears to have been lighter, more velvety and understated than subjects expected it would be. These results are summarized in Table IV below and are addressed at greater length in our discussion section.In the table, the expectation/evaluation pairs that differed significantly (p Fragrance (Visual puffery) Ad = Fragrance (match) Ad < Fragrance Total Red Delicious 5 2 3 10 Hypnose Euphoria 4 5 5 4 1 1 10 10 Total 14 11 5 30 There is sparse evidence that the ads used in this research generated accurate expectations. Instead, there is more evidence that the ads generally resulted in higher expectations among subjects, expectations that were not met when subjects actually used the products. Almost half (14) of the paired comparisons resulted in significantly higher ex pectations than product evaluations.One interpretation of this observation is that the visual imagery in the ads communicated exaggerated claims about the product benefits. Across all three fragrances, the expectations generated by the ads that related to the adjective pairs of Arousing/Sensual, Romantic/Feminine, Playful/Flirtatious and Mysterious/Exotic were all significantly greater than subsequent product evaluations. Interestingly, all four adjective pairs seem to be unambiguously favorable characteristics of perfume. A careful inspection of our results yields one additional intriguing observation.Each of the ten adjectives pairs can be categorized as pertaining to either concrete or abstract descriptors. The first six (Light/Understated, Bold/Powerful, Arousing/Sensual, Romantic/Feminine, Playful/Flirtatious, Mysterious/Exotic) are more abstract and symbolic descriptors, while the remaining four (Earthy/Musky, Fruity/Tasty, Medicinal/Bland, Velvety/Creamy) are more concrete. A cross all three ad/fragrance pairs, we observed that in most cases, for the abstract descriptors the ads generated significantly higher expectations that exceeded the actual product evaluation.In contrast, for the concrete descriptors we observe that the expectations in response to the ads fell short of actual product evaluation. We discuss this result further in the next section. 6. Discussion Readers of magazine advertisements may not overtly recognize the visual themes and messages in an advertisement that emerge from a semiotic analysis. However, if the visual and symbolic message of the ad is successfully delivered and therefore understood, implicitly or explicitly by readers, the ad can convey expectations of the product that exceed, fall short of, or match consumers’ subsequent evaluation of the product.To convey a weaker message risks developing expectations that may be insufficient to prompt consumers to consider purchasing the product. However, to convey expectation s beyond the product’s ability to satisfy these expectations risks dissatisfied customers who try or purchase the product with certain expectations of its performance, but who ultimately learn that the product will not meet their expectations. Taken together, our results suggest that the visual imagery in magazine advertising for fragrances can be effectively used to make claims about product features and benefits that are not substantiated through actual trial of the product.This brings up the real and intriguing possibility that visual imagery can be used as a mechanism of puffery; making superlative, exaggerated claims that are not substantiated. To our knowledge, the existence and effectiveness of visual puffery has not been previously investigated despite a call made already by Richards and Zakia (1981) in the early 1980s, that pictures and symbols should be regulated as vigorously as words as well as the decision of the 2nd U. S. District Court of Appeals in Manhattan w hich ruled that puffery can include visual depictions.Moreover, this also poses interesting questions for policy makers because, in contrast to verbal puffery, which according to FTC is recognizable by reasonable consumers and cannot lead to deception (Kamins and Marks, 1987), visual puffery is not immediately recognizable. Typically, puffed claims have been expressed verbally, in the form of superlatives. Verbal puffed claims are, at least in the United States, legal and acceptable because they are considered by the FTC as the language of advertising and consumers understand as much and are not deceived by puffed claims.This doesn’t mean that there are any cultural, ethical or visual issues related to this (Borgerson and Schroeder, 2002; Schroeder and Zwick, 2004; Schroeder, 2005; Schroeder and Borgerson, 2005). As Schroeder and Borgerson (2003) noted, visual issues often are overlooked in advertising research despite their importance in meaning creation (p. 68). Our study i s therefore noteworthy as it contributes and extends existing literature by suggesting the existence of another important form of puffery, which we refer to as â€Å"visual puffery†.In many cases, the visual cues and imagery in the ads used in this research appeared to generate product expectations that were not met when the product was used. This is both intriguing and perplexing and suggests potential legal implications as well. In short, while verbal puffery is legal in the United States because it is presumed to not be effective by FTC, visual puffery may be quite effective and might help marketers, and specifically in countries where verbal puffery is illegal, to use another means to reach consumers.This study provides a first step toward understanding and assessing visual puffery and we encourage further research in that direction. Given the ubiquitous use of imageryladen ads in the promotion of personal fragrances, the larger question may be why and how visual puffery, in which type of ads, other type of products and consumer segments, is effective? One plausible explanation is that fragrances are somewhat of a fantasy product, intimately connected to the self-esteem or self-image and perceived desirability and attractiveness of the buyer.Consumers are not buying the fragrance alone, but the imagery that becomes intimately associated with the fragrance. While we offer some evidence in this paper related to fragrances, it is an idea that merits further consideration and research. It seems likely that the purpose of fragrance ads is to captivate attention, to stimulate interest and desire ultimately leading to purchase intention and behavior. It can also help to build brand awareness, to develop and reinforce brand image and brand personality.It is plausible that fragrance advertising leads to product trial, and product trial is then influenced by the imagery created in the advertising. In one sense, consistent with the concept of transformational advertising, we can argue that the visual imagery in the ad creates an intangible product benefit, the presence of which is either supported or refuted at the time of product trial. When consumers actually try the scent, they may associate the scent with the visual imagery that they have been previously exposed to.They may also associate the scent with the overall brand image, particularly if that image is well-established and understood, such as Calvin Klein. This suggests a somewhat symbiotic relationship between the visual imagery in the ad, the overall brand image and the actual fragrance of the product. A consumer who tries a fragrance in a store often does so with prior knowledge of the brand and after prior exposure to the ads or the fragrance. The scent of the fragrance might become closely associated with the brand image, the visual imagery in the ad, or both.The scent, therefore, becomes mysterious, or sexy, or exotic, because it is depicted that way in the ad and reinforc ed by the overall image of the brand. Future research should explore the existence of this symbiotic and interdependent relationship. 7. Conclusion This study contributes and extends existing literature by suggesting the existence of visual puffery. Our results show that the visual cues and imagery in the fragrance ads appear, under certain conditions, to result in product expectations that exceed actual product evaluations, suggesting the existence of visual puffery.The adjective pairs that represented abstract descriptors accounted for nearly all of the instances in which expectations of the ad exceeded product evaluations. For Red Delicious it was 83%, for Hypnose and Euphoria it was 100% of the adjectives pairs which were significantly different. In contrast, for adjective pairs that represent concrete descriptors, in most instances (Red Delicious 100%; Hypnose 100%, and Euphoria 50%) we observed that product evaluations exceeded the ad expectations.One interpretation of this re sult is that the evaluation of these attributes may be significantly more subjective and therefore more difficult than evaluating more concrete attributes. A second possible explanation has its origin in the work of Haan and Berkey (2002). Recall that in their research, only the weakest puffs, subjective claims, influenced claim believability. Respondents in their experiment found subjective claims to be more unbelievable than the other five types of puffery claims. In our research, respondents’ expectations regarding the abstract (subjective) descriptors were generally not met.We put forth this observation merely as an intriguing idea for future research investigating the relationship between the level of abstraction of a visual puffed claim and subsequent product evaluations. As with all research, there are certain limitations which must be noted. First, we used a carefully controlled setting, with one consumer product for one consumer segment, and based on three magazine a dvertisements. Our results cannot be generalized beyond the product category nor beyond the consumer segment used in this study in the context of magazine print advertisements.Future research should investigate other product groups (e. g. high versus low involvement products), consumer segments (e. g. , male vs. female), gender in ads, ads from different countries and in different cultural settings. Second, one unanswered question is whether the high expectations of viewers influence their purchasing intention and ultimately behavior and if so, to what extent. This research did not explicitly address this issue and future research should investigate that. Third, semiotics is a qualitative research method that is inherently subjective.By arguing for the presence of visual puffery, we are, in some sense, translating a legal term into behavioral variables that can then be identified and measured. We acknowledge that, given the subjective nature of the analysis, other adjective pairs ma y have been identified by other researchers. 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Notes Apush Chapter 16 a People and a Nation

Chapter 16 – Reconstruction: An Unfinished Revolution, 1865-1877 I. Introduction The end of the Civil War brought profound changes to the United States. Reconstruction changed some things, but it did little regarding social equality and political turmoil. In the end, the government established black suffrage, but this reform proved insufficient to remake the South or to guarantee human rights. II. Wartime Reconstruction A. Lincoln’s 10 Percent Plan Lincoln planned for a swift and moderate Reconstruction process.Under his 10 Percent Plan, he proposed that as soon as 10 percent of the voting population in the 1860 election took an oath and established a government, it would be recognized. Replaced majority with loyal rule, promised pardons to ex-confeds B. Congress and the Wade-Davis Bill Congress was not happy Lincoln didn’t consult them. Responding negatively to Lincoln’s Reconstruction plan, Thaddeus Stevens advocated a â€Å"conquered province† th eory, the South waged war as a foreign nation, thus, they should be treated like one, and Charles Sumner advanced a â€Å"state suicide† theory.In July 1864, Congress passed the Wade-Davis bill by which the process of readmission to the Union was to be harsh and slow. Lincoln pocket-vetoed the bill. Wade-David Bill- To reenter the Union 1. A majority of white males had to participate in government 2. To vote or be a delegate in Constitutional conventions they had to take an ironclad (oath saying they never supported the confederacy) 3. All ranks above Lieutenant couldn’t become citizens of the United States C. Thirteenth Amendment and the Freedmen’s Bureau Congress passed the Thirteenth Amendment on January 31, 1865.On March 3, 1865, Congress created the Bureau of Refugees, Freedmen, and Abandoned Lands to aid southern refugees- provided food, medical services, schooling, and jobs for refugees. Petitions were started by women and the public, the amendment outlaw ed involuntary slavery and said the govn’t couldn’t change it The landscape was in ruins along with the economy, many families faced starvation III. The Meanings of Freedom A. The Feel of Freedom Many former slaves began to explore freedom by searching for family members or exercising their right of mobility. Others reacted more cautiously.Most settled as workers on their former farms or plantation but attempted to control the conditions of their labor. B. Reunion of African American Families Relying on the black community in the South, thousands of former slaves began odysseys to find family members. Ads were put in the papers. C. Blacks’ Search for Independence Many blacks tried to avoid contact with overbearing whites by abandoning their slave quarters and relocating their houses. Some even established all-black settlements. They wanted the sense of freedom D. African Americans’ Desire for LandNext to freedom, blacks wanted land most of all. Since they could not secure solid support in the North, however, few obtained their dream of independence. Blacks were given land but President Johnson took it away and gave it back to the Whites. They wanted a secure promise the land would still be theirs after they cultivated it E. The Black Embrace of Education Many African Americans eagerly sought an education. They paid $1-1. 50 a month for education if needed. They really wanted to learn. Federal aid and northern charity helped start thousands of schools for freedmen in the South.Many black leaders were very well educated; they established many universities and colleges alongside the whites. F. Growth of Black Churches In an effort to gain more independence from whites, African Americans established their own churches, which became the social center of their new freedom. Black establishments used to be hidden; now they could freely worship. The church was the wealthiest institution in Black life. G. Rise of the Sharecropping System Blac ks could not get credit, and sharecropping became widespread.Sharecropping was where the landowner would receive payment by the crop grown on their land, usually half would be given to them and the other half would be for the black farmer. Owners often cheated their tenants. The main crop was cotton which lost its value IV. Johnson’s Reconstruction Plan A. Who Was Andrew Johnson? Johnson was the only senator from a seceded state (Tennessee) who refused to follow his state out of the Union. At heart he was really a Jacksonian Democrat, not a Republican. He believed in limited government and was a white supremacist. As a senator he favored the small farmers over the aristocrats. B.Johnson’s Leniency and Racial Views Johnson’s belief that black suffrage could never be imposed on a southern state by the federal government put him on a collision course with the Radical Republicans. C. Johnson’s Pardon Policy Johnson hoped to keep prewar leaders from participat ing in the Reconstructed South. Nevertheless, he ended up pardoning most of them and thus restored the old elite. People had to apply directly to Johnson for pardoning. He appointed his own governors to keep the old ones out of power. Only southerners who took the oath of loyalty could vote for or against reconstruction so there was little opposition in the votes.Unpardoned men and former slave couldn’t vote. Many former elites were returned into power, even the VP of the confederacy D. Black Codes Johnson’s pardons upset many Republicans, but the discriminatory black codes revealed the depth of southern defiance. Blacks had to abide by the rules of their landowners, almost returning them to their slave status. V. The Congressional Reconstruction Plan Congress had the power of admission of states. They believed they had the right to change and alter the reconstruction plans. What was the relationship between the South and Union now that the war happened?Conservatives b elieved that the South was conquered and it was subject to the rule of the conquering country. A. The Radicals The Radicals wanted to transform the South, and they were willing to exclude it from the Union until they had achieved their goal. By refusing to work with conservative and moderate Republicans, Johnson and the Democrats forced them to work with the Radicals. B. Congress Wrests Control from Johnson Congress worked to extend the Freedmen’s Bureau and to pass a civil rights law counteracting the black codes. Johnson vetoed these bills, ending hopes of compromise.This showed Johnson’s own racism against colored people C. The Fourteenth Amendment This amendment gave citizenship to freedmen, prohibited states from interfering with constitutional rights, declared the Confederate war debt null and void, barred Confederate leaders from holding state and federal office, and punished any state that restricted extension of the right to vote to black men. This was a major move in African American rights. It excluded women altogether in the right to vote and gained much protest from women’s rights groups. D. The South’s and Johnson’s Defiance, 1866At the urging of President Johnson, all southern states except Tennessee rejected the Fourteenth Amendment. Having won overwhelmingly in the 1866 congressional elections, Republicans decided to form new southern state governments. Johnson personally went and spoke about how Radicals were traitors for taking over reconstruction E. The Reconstruction Acts of 1867-1868 Congress set up five military districts in the South, guaranteed freedmen the right to vote in elections for state constitutional conventions, required congressional approval of all new state constitutions, and declared that southern states must accept the Fourteenth Amendment.First Reconstruction Act admitted all states back into the Union. F. The Failure of Land Redistribution Thaddeus Stevens (radical) failed to win appro val for his plan to confiscate and redistribute land in the former Confederate states. G. Constitutional Crisis Congress passed a number of controversial laws, including the Tenure of Office Act (gave the senate the power to approve changes in the president’s cabinet), by overriding presidential vetoes. Johnson proceeded to take several belligerent steps, including removal of Secretary of War Stanton and giving power to civil governments and the military.These all got vetoed by Johnson then overridden by a 2/3 vote in congress.. Congressional tyranny? H. Impeachment of President Johnson After Johnson removed Secretary of War Stanton, Congress impeached the president. This had been tried twice before. Although acquitted in the Senate, Johnson suffered politically. I. Election of 1868 Grant, a supporter of congressional Reconstruction and of black suffrage in the South, won the 1868 presidential election against Horatio Seymour. Republicans supported congressional reconstructio n and black suffrage in the South where Democrats supported white supremacy and denounced reconstruction J.Fifteenth Amendment In 1869, Radicals succeeded in passing the Fifteenth Amendment, which prohibited denying the right to vote based on â€Å"race, color, or previous condition of servitude. † Voting rights of women could still be denied and other tests could be enacted to deny voting to other groups. With this many saw reconstruction as finished. VI. Reconstruction Politics in the South A. White Resistance Whites in the South resisted Reconstruction. Some denied freedom to their slaves, while others prevented blacks from getting land. B.Black Voters and Emergence of a Southern Republican Party Thanks to a large black voter turnout and restrictions on prominent Confederates, a new southern Republican Party controlled the state constitutional conventions of 1868-1870. C. Triumph of Republican Governments Republican victory in the South meant that for the first time black citizens gained political office. Southern Republicans worked to build white support for the party. D. Industrialization Republican governments tried to industrialize the South, but higher taxes for that purpose drew money away from education and other reforms.E. Republican Policies on Racial Equality Economic progress remained uppermost in the minds of most southern blacks. They accepted segregated facilities in return for other opportunities. F. The Myth of â€Å"Negro Rule† Southern Conservatives used economic and social pressure on blacks as well as inflammatory racist propaganda to undermine congressional Reconstruction. G. Carpetbaggers and Scalawags In their propaganda, Conservatives labeled northerners seeking economic opportunity as â€Å"carpetbaggers† and white southerners who supported the Republicans as â€Å"scalawags. H. Tax Policy and Corruption as Political Wedges Although an increase in taxes was necessary just to maintain traditional services, Repub lican tax policies aroused strong opposition. The corruption with which Republicans were charged was often true. I. Ku Klux Klan The Ku Klux Klan terrorized black leaders in an effort to curb their support for the Republicans. J. Failure of Reconstruction A number of things brought about the collapse of the Republican regimes, forcing them out of office before they instituted social and economic reforms. VII.Reconstruction Reversed A. Political Implications of Klan Terrorism Congress passed two Enforcement Acts in 1870 and 1871 in an effort to counteract Klan violence. The laws were enforced selectively. Congressional opponents of these laws charged that Congress was infringing on states’ rights. B. The Liberal Republican Revolt Although Grant won reelection in 1872, the revolt of the Liberal Republicans in conjunction with opposition from the Democrats reinforced Grant’s desire to avoid confrontation with white southerners. C. A General AmnestyIn 1872, Congress offere d amnesty to most remaining former Confederates, and in 1875 it offered a watered-down Civil Rights Act that the Supreme Court eventually struck down. D. Reconciliation and Industrial Expansion Both industrialization and immigration surged in the years immediately after the Civil War. Then came the Panic of 1873. E. Greenbacks Versus Sound Money Many Americans wanted to keep â€Å"greenbacks† in circulation, but Grant, along with many Congressmen, industrialists, and financiers, supported sound money. F. Judicial Retreat from ReconstructionSupreme Court decisions, by narrowing the meaning of the Fourteenth Amendment and by denying equal rights, encouraged the northern retreat from Reconstruction. G. Disputed Election of 1876 and the Compromise of 1877 The disputed election between Rutherford B. Hayes and Samuel Tilden resulted in the Compromise of 1877, effectively ending Reconstruction in the South. H. Betrayal of Black Rights and the Exodusters Tens of thousands of southern African Americans felt betrayed by the election of 1876 and decided to leave the South where they could no longer hope for equal rights.

Assess the claim that video games have had a negative effect on Essay

Assess the claim that video games have had a negative effect on society - Essay Example Conversely, the negative effects of playing video games include the violent behaviour that they might teach the gamers as well as increasing the player’s perception of danger and risk in the real world. Furthermore, playing video games increases the player’s level of control, by influencing the adoption of violent behaviour. Watching video games is likely to affect the conception of teenagers, making them view the society as a gaming environment. The negative influences of Video games in society The first negative influence of video games is that they augment tendencies towards crime development and violent behaviour among young viewers. Different studies have been done in this area, and many of them have established a correlation between the two aspects. One of the studies done in the area showed that some negative patterns associated with video games were likely to trigger adverse behaviours such as shooting at school or within the community (Kutner and Olson 2008). A mong the widely accepted controversy about the effect of video games was that of Exidy’s game of 1976, under the title Death Race (Bensely and Van Eenwyk 2001). In the game, players would direct cars that would run over gremlins with the game becoming a major concern that consequently led to its withdrawal from stores after its sale was disallowed (Bensely and Van Eenwyk 2001). ... Video games are likely to affect the society negatively since they are a channel through which sexual themes are communicated to its viewers, and many times among the young generation. These themes, communicated through the video games, cultivate the development of sexual behaviours depicted through the games, which is much influential among teenagers. One major example of a video game that communicated sexual themes is the hot coffee mod and grand theft auto where the player stimulates sexual inclined actions among the girlfriends of the main character. Later in 2005, due to the extreme effects of the video game on its players particularly teenagers, the ESRB (Entertainment Software Rating Board) changed the game’s rating to the ‘adults’ only category.’ Furthermore, the game’s sale was restricted from sale at many stores. Many adults felt that the game promoted the adoption of sexual behaviour among its players, and the effect would be worse among t eenagers since they were less knowledgeable than adult players (Meli 2011). The negative effect of video games in communicating sexual themes was also demonstrated through the effect of Rapelay, which revolved around the theme of rape. Many viewers and public views agreed unanimously that the game could promote the development of raping behaviours among young and adult players. The sentiments triggered worldwide campaigns in opposition of the game, which led to its banishment (Meli 2011). Games are used as a platform for the negative portrayal of gender stereotypes and roles. Through many video games, the roles of males are portrayed as those of muscled, hard bodied people, while the females are

Biofuel as alternative energy Essay Example | Topics and Well Written Essays - 750 words

Biofuel as alternative energy - Essay Example Bioalcohol is composed of denaturized ethyl alcohol. This implies that the alcohol is transformed into an unviable substance for use (Scragg 2009). Basically, it is a form of alcohol that is obtained from fuel reserves. There are four distinct kinds of bioalcohol, namely, butanol, propanol, ethanol, and methanol (Scragg 2009). Bioalcohol is extracted from biological reserves. It cannot be ingested. Bioalcohol is used generally as a combination of petroleum and biofuel even though a number of new vehicles have the capacity to use 100% bioalcohol (Hayhurst 2003). An evident advantage of bioalcohol is that it can simply be produced practically anywhere there is organic life, flora and fauna. Factually any organic material can be transformed into bioalcohol with the application of biomass. Its burning process is clean or, basically, it does not emit any toxins (Hayhurst 2003). But there are disadvantages as well. One is that it requires substantial effort to guarantee that biomass is occurring correctly. Also, purchasing a flex fuel car may be more costly than an ordinary car, which may not be an attractive option to several consumers (Scragg 2009). There are also some issues with the production and use of bioalcohol. It is not used in majority of production or manufacturing procedures, which utilizes alcohol obtained from fossil fuels. Several scholars, particularly economists, claim that this fact reveals the economic impracticality of utilizing bioalcohol as a replacement for petroleum (Scragg 2009). Yet, a number of countries are now using bioalcohol, such as the United States and Brazil. Bioalcohol should be used because it reduces gas emissions that are generated by ordinary vehicles. Biodiesel is an ecological, recyclable, and renewable diesel fuel obtained from plant oil. It is an ideal replacement for diesel fuel

Is it correct to claim that the study of politics constitutes a Essay

Is it correct to claim that the study of politics constitutes a science Discuss with reference to case study research - Essay Example d the various studies concerning man and his multifarious activities like philosophy, economics, natural sciences, history, psychology and of course politics. The Renaissance saw the enquiring minds of Europe and no doubt earlier, where advanced cultures existed (pre-renaissance), delving into studies in various disciplines that were analysed and documented, until the latter half of the nineteenth century and the dawn of the twentieth century saw the thrust towards making studies of most disciplines empirical, meaning that information had to be gained by experience, observation or experiment2. Studies conducted had to follow certain set criteria and measurements to be valid. In the modern state, for proper planning, such was the demand. Many North American political scientists, notably Jon R Bond, believe that a ‘hard science of political behaviour’ is possible and someone would come along and do for political science what Newton has done for physics3. In an essay on this subject by James W. Skillen, he quotes Bond as saying that, ‘the beginning of scientific enquiry is the fact/value dichotomy’ and that ‘the core goal of scientific methods is hypothesis testing and theory building that would yield quantifiable results’4. Indeed, one cannot dispute the fact that without such empirical studies, in terms of politics, economics, sociology and natural sciences amongst others, that planning commissions of various authorities worldwide would have been successful in the implementation of their programmes. Much of the developed and developin g world relies on these studies to implement development programmes with a view to pre-empting failure. Statistics, objective data, all factual and tangible rule the day. However, the question of how accurate we are, when the human element is involved is a question for debate. Here is a discipline that is dependent on so many vagaries of man. Kenneth Minogue, in his book Politics, aptly encapsulates this when he

People who want to migrate to a country , do so because they want to Essay

People who want to migrate to a country , do so because they want to live that country's lifestyle and culture - they should assimilate and fit in or leave - Essay Example In other words migrants are to face a dilemma and either assimilate and fir in new community or just leave and get back home to the old one. In the period between 1950 and 1965 thousands of Dutch migrants came to New Zealand with poor English language skills; and around 10 per cent of them got back home because they failed to assimilate and learn new language (Crezee, 2012). On the other hand, some researchers believe that behavior patterns incidental to a certain culture are the result of individual choice (Wallendorf, & Reilly, 1983). Certainly, in case migrant fail to assimilate and respect the lifestyle of the new community that they have chosen to be their home, there is a serious possibility such migrants are not going to become successful members of such community and might as well be driven out of it. According to Dustmann, the feeling of national identity and family context influence the integration ability of migrants more than any other factors (37). If a migrant is not re ady to accept a new lifestyle and fit in different cultural context, he or she is most likely to fail in terms of assimilation. Thus, social integration is more important than economic integration. The ability to socialize in new environment and acquire new friends is also an important precondition for successful assimilation of a migrant (Facchini, Patacchini, & Steinhardt, 2014). All in all, assimilation is the most important factor within the process of successful integration of migrants. Failure to integrate into a new community is predefined by the inability to get assimilated culturally and socially. Crezee, I. (2012). Language shift and host society attitudes: Dutch migrants who arrived in New Zealand between 1950 and 1965. International Journal of Bilingualism 16.4 (2012): 528-540. The British Psychological

Discuss critically Paul's treat of grace in chapter 6 of Romans Essay

Discuss critically Paul's treat of grace in chapter 6 of Romans - Essay Example The epistle thus introduces grace based on the fact that human beings and sin are acquaintances, yet there is salvation that comes from the grace of God, but it is a choice. In this chapter, Paul acknowledges that sin has to be absolved by God for one to have a chance in eternal life, but it is not mandatory that grace is offered, yet it does not give one a free pass to the sweetness of sin. Based in Paul’s approach to grace and sin, the latter is quite compelling and is associated with a life that has earthly pleasures, which should not be what a Christian aspires due to the repercussions that are associated with engaging in the acts that contradict the life of a Christian and Christianity principles1. Analysis The introduction of grace in the Christian life is based on the choices an individual makes. Sin as described by Paul is unavoidable and Christians shall find themselves in it, but through grace, a Christian can be saved from sin and gain eternal life. The chapter addr esses sin as a life of slavery and Paul goes on to further states that without proper knowledge and insight, it would be impossible to live a life devoid of sin. The epistle faults humanity and introduces the element of human weakness in saying that â€Å"we are dead to that master† (6: 7& 8), which is a life of sin. ... The context of the epistle is trying to establish a logical flow that paints salvation as a process where the Christian has to make choices. The choices that are made in a Christian’s life have spiritual consequences as painted by Paul. Though we are given the ability to choose and dominion over God’s creations, we have an obligation to him. Part of that obligation as suggested by Paul is avoiding sin. This abstinence from sin is based on the idea that the body, being earthly shall compel us to sin. The body shall be compelled to the evil desires since it is mortal, but as a Christian, one should rely on the spiritual to avoid falling trap to the associations of sin. The grace of God can save our spiritual form, although Paul does not create a great disparity between body and soul. In grace then our spiritual being shall have the capability of putting up defense against the challenge of earthly desires. Grace is important to Christian life since as Paul describes the bo dy has an influence on the spirit and the spiritual being shall suffer from the transgressions of the body3. The Christian thus must make a decision as to whether their preference lays in being an instrument of righteousness or the contrasting wickedness. As discussed by Paul, life consists of several challenges, which are earthly and are part of what can be described as sin. Every Christian shall face challenges in life which should be overcome through staunch faith and living in the footprints of Christ. Different parameters of earthly life contribute to the choices one makes and contribute to spiritual and bodily adherence to Christianity. Conversion to Christianity involves several steps that must get the believer to accept

To compare and contrast representation of class in two media texts Essay

To compare and contrast representation of class in two media texts - Essay Example Set in a post-industrial society era (early 1900's), Titanic depicts the wide gulf that existed between the bourgeoisie (the first major industrialists of our age, e.g. among the main characters in the First class berth, it included a "Pittsburgh Steel tycoon, the owner of the fleet that commissioned Titanic and the nouveau riche e.g. a character called Molly Brown) and the proletariat who sell their labour power (the stokers in the boiler room, menservants and most steerage passengers depicted as people who harbour dreams of emigrating to the USA to better their lives). The differences lie everywhere, from the treatment meted out to passengers based on their class, from the snobbish upper-class attitudes and stereotypes about steerage passengers, to the final sinking of the ship where upper class passengers invariably, enjoy first privilege in rescue efforts. Where it concerns applying class theories, there's hardly a more monumental movie ever built than Titanic. Notting Hill in comparison, is a humble and subtle portrayal of the same class sensibilities with a modern, urban twist. It's about similar attitudes in question here, only the message is more indirect and attributive. Both movies are immensely popular in their own right, and hold a special place in the genre of Romance cinema. So inevitably, in this paper, we shall explore class depiction in media through the perspective of the universal theme called "Love", of opposites attracting, poor guy meets rich girl, and how class differences come in the way of their strong craving for each other. The most significant work on class studies was performed by Karl Marx, a famous German philosopher, along with Engels. It is important to know that Marxist class theories drew heavily on the political science beliefs of Adam Smith, the father of capitalism, the only difference being in the perspective of opinion. Whereas Smith justified his theories on "wealth creation" as a cause for the common good, Marx looked down upon it as the root cause of all evil. Seen from this end, we can apply class theories of Marx to connect audience sensitivity with the poor male protagonists in both movies, as must have been aimed by the moviemakers. The fundamental tenet of Marx class theory is that any class identity is forged in relation to means of production, of wealth (Wikipedia). That because of wealth creation, there exist two distinct classes, the bourgeoisie (those who control means of production), and the proletariat who must labour in order to survive. This, Marx argues is the fundamental reason for all class differences to originate. Since the proletariat

Tourist art Essay Example | Topics and Well Written Essays - 1000 words

Tourist art - Essay Example tourist art can also serve as the means to preserve and to revive aboriginal art, as well as to negotiate new cultural meanings with locals and visitors in the modern world (Markwick, 2001). This essay will analyze two tourist art items from Hilo Hattie and ABC Store catalogues: the plastic floral lei and the petroglyph pottery. These tourist art objects serve different purposes and targets different audiences, but they both serve economic and symbolic functions that may stereotype native cultures, and they may also help promote local history and culture to locals and visitors. The first to be analyzed is the plastic floral lei. It is a product that seems to be intended for visitors and not the locals, because locals can use their natural resources to create their own floral lei. The locals also already know enough of the culture to demand authentic or natural floral lei, unlike visitors (Graburn, 1984, p.400). Visitors may not know or are not interested in authentic materials (Graburn, 1984, p.400), especially when they want a preserved souvenir. Furthermore, the plastic floral lei is produced as a souvenir for tourists. It is not part of traditional art, because it is used as an accessory by native women. The native tribe that uses natural lei has no â€Å"cultural stake† in creating plastic floral lei (Graburn, 1984, p.400). Traditional art is part of the cultural heritage and history of the aborigines. Though floral lei can be seen as a cultural symbol, it does not have deep cultural meaning as a form of art. It is not even prepared with high cr aftsmanship in mind. This item is also a souvenir because it is evidently a â€Å"new form† of the natural lei; it is made from plastic, a modern external resource that can produce inexpensive souvenirs (Graburn, 1984, p.400). Plastic is also related to mass production of cultural items. This modern material further commoditizes the idea of flower lei, which is far from its original use, where it is â€Å"made† for