Features Of Grices Cooperative Principle

Features Of Grices Cooperative Principle It was in 1975 when Herbert Paul Grice announced one of his most famous and influential papers Logic and Conversation including the Cooperative Principle with its Conversational Maxims. This paper targets at introducing the Cooperative Principle as well as alternative principles which have been developed as a response to Grices efforts. Even if the founders of these alternative principles take Grices Principle as a basis they have been criticizing it in order to refine his notions and ideas of how human communication works (Herbst 2010: 268). Taking the Cooperative Principle as the initial point of this paper there will be an introduction of Grices principle at first. In a further step the paper will provide an outline of the alternative principles in a chronological order as they were published. The final chapter is concerned with a conclusion based on current research as well there will follow an evaluation by taking into account how the views on Grices Cooperative principle change d over time. 2. Main features of Grices Cooperative Principle According to Grice human talk exchanges are rational because while speaking we connect our remarks and if we would not do so they would not be rational (cf. Grice 1975: 45). Consequently talk exchanges are not usually just a collection of context-free and separate sentences (cf. Grice 1975: 45). Grice describes them further as cooperative efforts in which each participant can recognize to some extent a common purpose or a set of purposes or rather a mutually accepted direction (Grice 1975: 45). Furthermore he mentions that this purpose or direction may be fixed from the start, or it may evolve during the exchange (Grice 1975: 45). Here it is not necessary if the direction of the talk exchange is established from the beginning on or if it is developing during the conversation because at each stage of the conversation there will be some possible conversational moves which would be excluded as conversationally unsuitable (Grice 1975:45). Due to these conversationally unsuitable moves Gr ice (1975: 45) was the first who tried to delineate in a general principle the mechanisms by which people interpret conversational implicature (Thomas 1995: 61). This general principle is called the Cooperative Principle and it is expected to be observed by all participants of a talk exchange (cf. Grice 1975: 45). The Cooperative Principle according to Grice (1975: 45) is defined in the following way: Make your conversational contribution such as is required, at the stage at which it occurs, by the accepted purpose or direction of the talk exchange in which you are engaged. The Cooperative Principle is followed by four Conversational Maxims which are divided into the categories: Quantity, Quality, Relation and Manner (Grice 1975: 45).  [1]  These Conversational Maxims roughly put the guidelines in words on which we orientate our communicative behavior or rather as Levinson rephrases them in his work Pragmatics as the maxims specify what participants have to do in order to conver se in a maximally efficient, rational, co-operative way: they should speak sincerely, relevantly and clearly, while providing sufficient information (Levinson 1983: 102). In Logic and Conversation Grice (cf. 1975: 45-f.) lists the maxims in the following way: The Maxim of Quantity- relates to the quantity of information to be provided, and under it fall the following maxims: 1. Make your contribution as informative as required (for the current purposes of the exchange). 2. Do not make your contribution more informative than is required. The Maxim of Quality- under the category of Quality fall a supermaxim -Try to make your contribution one that is true- and two more specific maxims:1. Do not say what you believe to be false. 2. Do not say that for which you lack adequate evidence. The Maxim of Relation under the category of Relation Grice places a single maxim, namely: Be relevant. The Maxim of Manner under the category of Manner Grice understands them as relating not (like the previous categories) to what is said but rather, to HOW what is said to be said. The Maxim of Manner includes the supermaxim Be perspicuous and various maxims such as: 1. Avoid obscurity of expression. 2. Avoid ambiguity. 3. Be brief (avoid unnecessary prolixity). 4. Be orderly. As Grice indicates further in his paper a participant in a talk exchange may fail to fulfill a maxim (Grice 1975: 49). Thus, there are situations in which a participant is not able to stick to the maxims listed above. The four possible ways of non-observing the maxims mentioned by Grice (cf. Grice 1975: 49) will be listed in the following and after that there will follow one example for each type of non-observance in order to examine the failure: (1) A participant in a talk exchange may quietly and unostentatiously VIOLATE a maxim; if so, in some cases he will be liable to mislead. (2) A speaker may OPT OUT from the operation both of the maxim and the CP; he may say, indicate, or allow it to become plain that he is unwilling to cooperate in the way the maxims requires. (3) A speaker may be faced by a CLASH: He may be unable, for example, to fulfill the first maxim of Quantity (Be as informative as is required) without violating the second maxim of Quality (Have adequate evidence for what you say). (4) A participant may FLOUT a maxim; that is, he may blatantly fail to fulfill it. On the assumption that the speaker is able to fulfill the maxim and to do so without violating another maxim [à ¢Ã¢â€š ¬Ã‚ ¦], is not opting out, and is not, in view of the blatancy of his performance, trying to mislead [à ¢Ã¢â€š ¬Ã‚ ¦] This situation is one that characteristically gives rise to a conversational implicature; and when a conversational implicature is generated in this way, I shall say that a maxim is being exploited. According to the first type of non-observance (1) it might be useful to add as it is pointed out in Meaning in Interaction that many commentators incorrectly use the term violate for all forms of non-observance of the maxims (Thomas 1995: 72). But nevertheless Grice defines violation very specifically as the unostentatious non-observance of a maxim (Thomas 1995: 72). To clarify the phenomena of violating a maxim the following example as it is mentioned by Thomas might be helpful: An English athlete was pulled out of her race and returned to England. A press officer for the England team said: She has a family bereavement; her grandmother has died. (1995: 73). The following day it was proclaimed that the athlete had to leave because of a positive drug test (cf. Thomas 1995: 73). Nevertheless the statement of the press officer was true, but the implicature which was the reason of the English athletes returning home was not true as it is explained in Thomas (cf. 1995: 73). The second ty pe of non-observing (2) means that a participant of talk exchange opts out of the conversation because he does not behave in the way as it is prescribed by the Conversational Maxims or rather the participant does so to express unwillingness (Thomas 1995: 74). Therefore Thomas elaborates these kinds of non-observing are typically for public figures as they cannot, perhaps for legal or ethical reason, reply in the way expected (Thomas 1995: 74). Relating to this Grice introduces the following example: I cannot say more; my lips are sealed (Grice 1975: 49) or an instance for a public figures response would be: No comment. The third possible type in falling to fulfill the maxims is given when the speaker is faced by a clash (3) due to a conflict of two or rather of more maxims. Consequently in this situation a speaker is not able to observe the maxims. Aiming at illustrating this specific situation of incompatibility the instance given by Grice (cf. 1975: 51-f.) in his work might be hel pful: For their vacation in France A is planning with B a route considering the fact that both of them are aware of that A wants to meet his friend C. Furthermore Grice mentions that the meeting would not entail too great prolongation of their journey (cf. Grice 1975: 51) and additionally to these background information he introduces that A is asking: Where does C live? and B answers: Somewhere in the South of France. (Grice 1975: 51). This clash can be explained by taking into account that B does not provide too much information as A wishes to get (cf. Grice 1975: 51). By providing too little information B is obviously not observing the first maxim of Quantity (cf. Grice 1975: 51) and this explains Grice by supposing that B is aware that to be more informative would be to say something that infringed the maxim of Quality, Dont say what you lack adequate evidence for (Grice 1975: 51-f.). Thus, B acts as if he does not know exactly where C lives (cf. Grice 1975: 52). The fourth type of an infringement of a maxim is expressed by flouting a maxim (4) as stated in Thomas the most important category by far because it generates an implicature (1995: 64). By generating an implicature on purpose the speaker is aware of doing so. Plausible reasons therefore might be that the speaker does not want to provide too little or rather too much information than the situation demands (Thomas 1995: 65). The latter is given in the subsequent example as in Thomas (1995: 66): A is asking B about a mutual friends new boyfriend: A: Is he nice? B: She seems to like him. In the foregoing example B does not observe the maxim of Quantity by providing a less informative response to As question as it is described in Thomas (1995: 66). 3. Alternative Principles to the Cooperative Principle As the introduction of this paper previously indicated the Cooperative Principle has not been set free from critiques and thus it is not surprising that there exist suggestions for improvement or rather that there are alternative principles which will be presented in this chapter. 3.1 The Politeness Principle by Geoffrey Leech According to Geoffrey Leech there is a lack in Grices Cooperative Principle relating to the level of relationship while communicating because as the CP only refers to the content level as it is described in Bublitz (2009: 209). Moreover one could infer that the aspect of politeness is missing. Especially politeness is absolutely obligatory for Leech to answer the question why people are often so indirect in conveying what they mean and in addition he is convinced that the Politeness Principle is not just another principle to be added to the CP, but is a necessary complement, which rescues the CP from serious trouble (Leech 1983: 80). The Politeness Principle is expressed in Principles of Pragmatics as follows: Minimize (other things being equal) the expression of impolite beliefs; Maximzie (other things being equal) the expression of polite beliefs (Leech 1983: 81). To the Politeness Principle are six maxims added which tend to go in pairs (Leech 1983: 132). In the following these si x maxims (cf. Leech 1983: 132-36) will be listed and will be explained briefly below.  [2]   (1) The Tact Maxim: Minimize cost to other; maximize benefit to other. (2) The Generosity Maxim: Minimize benefit to self: Maximize cost to self. (3) The Approbation Maxim: Minimize dispraise of other; maximize praise of other. (4) The Modesty Maxim: Minimize praise of self; maximize dispraise of self. (5) The Agreement Maxim: Minimize disagreement between self and other; maximize agreement between self and other. (6) The Sympathy Maxim: Minimize antipathy between self and other; maximize sympathy between self and other. In accordance with Thomas the Tact Maxim (1) contains three different components (1995: 160-f.). Firstly the size of imposition, secondly the mitigation of the effort of a request by offering optionality and finally the cost/benefit scale (cf. Thomas 1995:160-f.). The size of imposition refers to the way of how a speaker can make use of minimizer in order to diminish the implied cost to the hearer as it is in the example: Ive got a bit of problem (Thomas 1995: 161). By the second component Leech means that the speaker should always give options or at least giving the appearance of allowing options (Thomas 1995: 161). As the last aspect is the cost/benefit scale, it implies the speaker is able to express an utterance politely without employing indirectness if it is to the hearers benefit as shown in the following example: Have a chocolate! (Thomas 1995: 161). Instancing the Generosity Maxim (2) by the sentences You must come and have dinner with us and We must come and have dinner wit h you Leech (1983: 133) states that the first is regarded as polite whereas the latter sentence is more impolite. To the Approbation Maxim (3) Leech predicates that the speaker should avoid saying unpleasant things about others (1983: 135) and thus it would be considered as very impolite to remark: What an awful meal you cooked! whereas What a marvelous meal you cooked would be regarded as very polite manners (Leech 1983: 135). Varying extremely in its application from culture to culture one has to take into account that the Modesty Maxim (4) in Japan is more powerful than it is as a rule in English-speaking societies (Thomas 1995: 163). For instance the reaction to a compliment differs as English would accept it pleasantly whereas Japanese would deny it in a modest way (cf. Leech 1983: 137). Second last the Agreement Maxim (5) implies that it is natural to emphasize agreement directly whereas people tend to diminish disagreement by expressing regret (Leech 1983: 138). With the Symp athy Maxim (6) Leech examines why congratulations and condolences are courteous speech acts, even though condolences express beliefs which are negative (138). As it was mentioned at the beginning of the chapter Leech takes the view that the Politeness Principle is supposed to collaborate with, and even rescue, the Cooperative Principle and its associated maxims (Mey 207:81). If this supposition can vindicate will be shown in the conclusion chapter. 3.2 The Q- and R- Principle by Laurence Horn Horn rethinks Grices Cooperative Principle but nevertheless his model keeps relevance within the general framework of Gricean theory (Mey 2007: 82). Horns Q- and R-Principle consists of two principles. Namely, the Q- Principle (Q for quantity), telling us to say as much as we can; and the R-Principle (R for relation), which says that we should say no more than we must' (Mey 2007: 84). Additionally the Q-Principle is hearer-based and it compromises the first half of the Gricean maxim of Quantity (Mey 2007: 84) whereas the speaker-based R-principle includes the second half of the quantity maxim plus the maxims of manner and relation (Mey 2007: 84). Furthermore the Q- and R- principle is concerned with the problem that there exist two kinds of utterances. On the one hand there are utterances which have a clear and unambiguous meaning (Mey 2007: 83) whereas on the other hand there are utterances which need to be interpreted by the hearer. Taking the following sentence as an example for o bserving the R-principle: I cut a finger yesterday (Mey 2007: 83). Thus one can come to the conclusion that the finger is mine and not a finger of someone else. Contrary to this is the sentence: Wilfred is meeting a woman tonight for dinner (Mey 2007: 83). The previous phrase invoke the Q-Principle in order to establish the fact that it is not his wife or regular girlfriend hes seeing (Mey 2007: 84). Basically as Grundy states Horn argues that Grices maxims can be subsumed within two principles (Grundy 2008: 110) and deductive he tries to simplify Grices maxim by reducing them. 3.3 Relevance Theory by Dan Sperber and Deirdre Wilson The Relevance Theory by Dan Sperber and Deidre Wilson is considered to be a cognitive theory of human communication (Yus 2006: 512) as well as a minimalist theory of communication (Mey 2007: 85). Namely their Relevance Theory is based exclusively on the Principle of Relevance (Mey 2007: 85) which operates as follows (cf. Bublitz 2009: 211): Every act of ostensive communication communicates a presumption of its own optimal relevance. (a) The set of assumptions {I} which the communicator intends to make manifest to the addressee is relevant enough to make it worth the addressees while to process the ostensive stimulus. (b) The ostensive stimulus is the most relevant one the communicator could have used to communicate {I}. Thus in order to communicate successfully relevance is obligatory (Mey 2007: 85). The former term of Relevance is explicated by Sperber and Wilson as assumption is relevant in a context if and only if it has some contextual effect in that context (1995: 122). As Relevance Theory was first published in 1986 there exist many updated versions of it. The following description of Relevance Theory refers to the one given by Bublitz (2009: 211-f.). Contrary to Mey Bublitz depicts Relevance Theory as a new approach than rather as a shortened adaption to Grices Cooperative Principle (cf. Bublitz 2009: 211). Furthermore the Relevance Theory operates on a cost-benefit-principle which implies that human beings are trying to achieve a great increase of knowledge by avoiding too big effort in interpreting their talk exchange partners utterance (cf. Bublitz 2009: 211). Consequently it is important that there is a balance between the given information and act of interpreting it (cf. Bublitz 2009: 21 1). 4. Conclusion based on current research 5. Bibliographical References Bublitz, Wolfram. 2009. Englische Pragmatik: Eine Einfà ¼hrung. 2nd edition. Berlin: Schmidt. Grice, Herbert P. 1975. Logic and Conversation. In Syntax and Semantics 3: Speech Acts, Peter Cole and Jerry L. Morgan (eds), 41-58. New York: Academic Press. Grundy, Peter. 2008. Doing Pragmatics. 3rd edition. London: Hodder Education. Herbst, Thomas. 2010. English Linguistics: A Coursebook for Students of English. Berlin: De Gruyter Mouton. Leech, Geoffrey. 1983. Principles of Pragmatics. London: Longman. Levinson, Stephen C. 1983. Pragmatics. Cambridge: CUP. Lindblom, Kenneth. 2006. Cooperative Principle Encyclopedia of Language Linguistics 2nd edition, 176-183. Amsterdam: Elsevier. Lumsden, David. 2008. Kinds of Conversational Cooperation. Journal of Pragmatics 40: 1896-1908. (Seiten stimmen nicht, authors manuscript, da nicht verfà ¼gbar!) Mey, Jacbob L. 2007. Pragmatics: An Introduction. 2nd edition. Oxford: Blackwell. Pfister, Jonas. 2010. Is there a need for a maxim of politeness? Journal of Pragmatics 42 (Issue 5): 1266-1282. Sperber, Dan; Deidre Wilson. 1995. Relevance: Communication and Cognition. 2nd edition. Oxford: Blackwell. Tannen, Deborah. 2011. Thats not what I meant: How Conversational Style Makes or Breaks Relationships. New York: Harper. Thomas, Jenny. 1995. Meaning in Interaction: An Introduction to Pragmatics. London: Longman. Yus, F. 2006. Relevance Theory. In Encyclopedia of Language Linguistics 2nd edition, 512-523. Amsterdam: Elsevier.

Research in the Counseling Profession Essay

The importance of research lies in the treatment of the client. When counseling treatments are proven and backed by research, this is more effective that using some form of treatment that is new and not backed by research. One of the most prolific things that stands out to me as a student of counseling is the code by which we should all follow and the one thing that we vow never to do and that is â€Å"do no harm†. If we do not research the plan of action that we are to use with our client and to know that this treatment is the proper treatment for the problem or problems presented than the likelihood of doing more damage than good is probable. We must as counselors deliver and disseminate evidence-based treatments for the advance of our profession (Sheperis, Young & Daniels, 2010). As the world evolves the language and procedure of the counseling profession also does, therefore it is of great importance to stay on top of the newest research out there. Working in the field of law enforcement for twenty years I have been through many CISD’S. We see that the ongoing use of CISD (Critical Incident Stress Debriefing) is just one design that examination and evidence-based preparation have to find whereas they fit into the counseling profession to better help the counselor work with someone that has seen things that are sometimes unimaginable to them. This is where research keeps the counselor in the mix of things by exploring the new evidence based training and procedures that are out there that show promise this will make the counselor more effective within this population. Scholar Practitioner Model The scholar-practitioner model is often used in reference to the â€Å"Vail model after the 1973 Vail Conference on Professional Training in Psychology† (Vail, 1973). In this model it is the student that learns how to comprehend and relate academic conclusions to the training. The students are thereby trained and instructed to be and take part in research to gain better understanding of the subject material that is presented before them in the clinical setting. â€Å"A counselor is a scholar practitioner. This implies that a counselor is a highly trained profession who uses new knowledge generated through research to positively change his or her clients’ life. In light of this statement, it is important to recognize the role of research in counseling profession. Research can be described as the process through which hypotheses are tested and proved or disapproved through data collection and analysis† (Sheperis, Young & Daniels, 2010). What this entails is that it is the process in which through new knowledge passes into the counseling profession. Research gives us an avenue to explore new information in the counseling field and the new information is what makes the counselor more adaptable to the client and their needs. Research in all things can provide a firm foundation in which to back up the practices of the counselor. Conclusion No two clients are the same as no two days are similar. They are ever changing, whereas one treatment might work for one client, whereas another client of theirs presents with like issues, this one treatment may not fit the need or the new client. It is always good to learn as learning is a lifelong process. The more you know the more valuable you are to the client as a counselor.

A Message Without Words Essay

Select one (1) of the picture ads from the Benetton advertisement images document, located in the online course shell. Assume you are the project lead at Benetton. You and your team are tasked with revitalizing a social conscious campaign to address a world issue Benetton wants to draw attention to. Craft a message for this image and its appeal to the public on behalf of Benetton. The message selected for revitalizing a social conscious campaign to address a world issue that Benetton wants to draw attention to is, adoption and racial tolerance. Benetton wants people to realize that many children go without a real home or parents to love them and never get a real chance at childhood. They may have to live in orphanages, group homes or even worst, be placed from home to home in foster homes, because they never get adopted. The message is that love has no color, it is colorblind. It does not matter, what color the parents or the child are or what part of the world they come from, anyone can give the gift of love, by giving a child a home of their own. Define the goal of this campaign and the targeted audience with supporting rationale. The goal of Benetton’s communication and advertising is to target the global consumer and create a brand image and lifestyle. In past campaigns, Benetton has sought to create both a global dialogue about specific issues and make this part of its corporate culture. Benetton has used its advertising to champion social causes. Therefore, the goal of this campaign is to make people aware of the need for adoptions, the ease of adoption, bring attention to the beauty of adoption while combining racial tolerance, to promote colorless adoption. We want to shine the light on the colorblindness of adoption and that race, culture or creed should not matter, it is all about giving love. TARGET AUDIENCE – The target audience will be global consumers, men and women between the ages of 18 and 44, because according to J. Jones, PhD. with the National Center of Health Statistics, â€Å"†¦ about 2 percent of the adult population aged 18-44, or nearly 2 million persons, [have] adopted children (4). More than twice the percentage of men (2.3) had adopted a child compared with women (1.1). These percentages represent approximately 1.3 million men and 613,000 women. Higher percentages of people over age 30, who are currently or formerly married, who have given birth or fathered a child, or who have ever used infertility services have adopted children compared with people who are aged 18-29, never married, without biological children, or who have never used infertility services†. This audience was chosen because it represents the majority of the American adopting population and also follows the demographic of Benetton shoppers. Develop a model for the advertisement strategy you will use and briefly discuss each stage of the model. â€Å"Most adoption companies use an advertisement strategy that employs marketing techniques like advertising in local or national magazines. They may write articles, place personal ads or use advertorials in magazines† (Adoption Marketing, n.d.). â€Å"An advertorial is an advertisement in the form of an editorial† (Merriam-Webster Dictionary, n.d.). This method is used because when used in printed publications, the advertisement is usually written in the form of an objective article and designed to look like a legitimate and independent news story. This method has gotten much attention for adoptions, but can be very costly. Other methods that are generally used for marketing adoption are running ads in newspapers or in the Yellow Pages. Because most adoption agencies are non-profit, a non-profit business cannot spend a whole lot of money on marketing. Even though some of these methods are inexpensive, these traditional methods are not very effective and really cost adoption agencies more money than the results, they receive. The reason for such poor results if the fact that newspaper and telephone book use are in decline. Personal ads though, are still somewhat effective. For these reasons, Benetton has decided to support this cause and use their bold, controversial ad campaign and social media network tools, to draw attention to such a worthy cause. Benetton also likes to stir controversy and believes that through this campaign they can address that adoption should be colorblind. This is the reason for this particular image to be used. It is strong and quite an attention getter. We want to use marketing techniques to reach single, young men and women, as well as, couples. The marketing campaign will need to work well and be effective enough to reach singles and couples, who want a baby and are unable to have one or want to add to their existing families. Because this campaign is for a nonprofit, instead of selling a product, we will be trying to get people to take action. We must translate the concepts of for-profit marketing for financial reward to nonprofit marketing or â€Å"social marketing†. â€Å"Social marketing is defined as using marketing concepts and techniques to achieve specific behavioral goals for social good† (Miller, 2010). This researcher believes that a marketing plan really is a set of questions that once answered reveal the actual integrated marketing communications package. The marketing plan is a made up of topics and then the questions to address each topic. The elements of our marketing plan are as follows: 1. Marketing Goals – in this phase we define what we need to do or want to accomplish. As stated above, through Benetton’s bold ads and their existing social media network, our goal is to bring awareness to adoption and that giving love is colorblind and we will do this by targeting the global shopper. We need to make people aware of the ease of adoption and how adoption makes the world better for all parties involved. We have to examine our existing advertising network, to determine if this message a proper fit for our current methods of advertising. Will this message work in our in the current magazines, billboard network (buildings, Times Square, etc., in transit stations, on trains and buses), in our stores and within our established social media network, already in place; which has been used in our other social cause promotions? Should this campaign be just domestic or global and include our international advertisi ng? 2. Environmental Analysis – the conditions under which we will operate. During this stage, a SWOT analysis will be performed, to determine the strengths, weaknesses, opportunities and threats associated with matching adoption and the Benetton corporate image. Because we are operating within the framework of a retailer promoting their stores and products, as well as, this social cause, we will address each of the following conditions: a) What are the internal and external conditions under which this marketing program must operate? Internally, what is Benetton’s corporate governance policy and how have they handled their promotion of social causes in the past? Because much of Benetton’s social promotion has been so controversial, we will need to investigate this question carefully, because adoption involves children and is not strictly an adult issue. Also, are there any adverse corporate public relations issues of record which could arise, that would relate to the company supporting and endorsing adoption? Since Benetton is a global organization where will this promotion appear, in the United States, only or in international markets? Throughout our global market, what are the legal regulations and cultural differences regarding adoption,? Finally, what resources are available to promote this cause within the organization? Does Benetton already have resources in place to promote adoption or will there be the need for partnerships with others? If partnerships are necessary, which ones should be selected. b) What skills will we need to promote this cause and what ones do we have on staff now? c) What systems do we need in place for this IMC plan to succeed? Do we have the proper exposure and audience in place, to make the social media elements of the promotion successful? 3. Audience and Segmentation – Who must we reach and convince and what are their interests and values. (see Target Audience, p. 3 of this document). 4. Messaging – the specific message that will move the audience to action. The message is simple: Adopt!!! Love Is Colorblind. By showing the hand of a child of one race and the adult hand of another race, we wish to communicate that adopting any child is a great gift of love and race should not matter, racial tolerance. The message’s goal is to show that we can all love and share love with any child and make the world a better place, trough racial tolerance and coexistence. 5. Marketing Tactics – how will we deliver the messages? Because of the demographic of the Benetton shopper and the company’s past advertising for social causes, this researcher believes that that they have in place the distribution channels for this message. The methods selected are photographic ads in their current magazine relationships, open air billboards; and billboards in transit stations, on buses and trains and in their retail outlets. Benetton’s existing social media network channels will also be used as a part of this IMC mix. This will include the company website, an email banner and Twitter. 6. Budget and Staffing – the resources to implement the plan. In this phase, we outline the financial and staffing resources required to implement the plan. Questions that must be answered include: What will be the budget for this promotion? Do we have the skills, time, and talent on staff to produce this promotion? For this IMC program to succeed, do we have adequate knowledge about adoption, in house or do we need the support of partner? 7. Strategy Metrics – how will we measure progress against our goals? In a for-profit IMC program this is an extremely important step, but in promoting a social cause, this step is very different and very difficult to measure. Although we want more people to adopt, this is tangible. Getting people to look at others through colorblind eyes, becoming more loving and caring toward others and to increase racial tolerance, is not. Therefore, promoting this message and stirring up publicity and social consciousness about adoption, race issues and tolerance, are one way to measure the success of this social cause IMC program. Formulate an integrated marketing communications plan that communicates the message to the targeted groups. Within this plan, be sure to address: The technologies used along with expected benefits of each. How the message and goals will be promoted. The process of marketing occurs in five steps: Understanding the market and the company’s marketing strengths and weaknesses, developing a marketing strategy, building a marketing plan, implementing the plan, and monitoring the success of the plan. Now that we have formulated our integrated marketing communications plan, and identified our targeted group, we will address the technologies we intend to implement, as part of this IMC program. The technological methods we will use, will be the company website, an email banner and Twitter. The Internet offers innovative and cost effective methods for adoption marketing. Using the Benetton website, we will be able to focus on reaching more people, telling people what adopting means, to a child and to society as a whole. We will take the mystery out of the adoption process. An excellent method of using the website for social cause internet marketing is having a website blog chronicling true stories of happy events surrounding adoptio n, and the fact that this can be interactive and done in a matter of moments, will give Benetton an opportunity to gather consumer data. A good use of the email banner is pay-per-click advertising, this will lower the overall cost and give interested consumers a way to contact an actual adoption agency. It will give the agencies more traffic to their websites and help increase greater awareness. The use of Twitter to promote this cause, is an excellent choice, because the Benetton customer is young, international and upwardly mobile. Benetton has a reputation for being modern, young and on the edge, so this is a perfect fit. Twitter is mobile and â€Å"gives [the user] the ability to share 140-character thoughts in a split second, [Benetton] can easily share links to PR releases, [adoption success stories, positive race messages] and stories about [their] business†¦Ã¢â‚¬  (Lacey, 2010). Twitter can also be used to branch out into other social causes, keeping an eye on trending topics and using it to tweet, about more than just Benetton business. â€Å"Twitter gives [Benetton] the ability to take a single thought [or cause] and share it with millions of people. And [their] customer evangelists can spread [their] message, as well as their opinions about [the] company’s greatness to as many people as possible† (Lacy, 2010). Since Benetton has such a reputation for their involvement in social causes, this element of the IMC, is a perfect fit for the company and the cause. In fact, all three of these technologies fit perfectly with the Benetton consumer demographic and the company’s corporate image and culture. They will be effective, not only to bring attention to this campaign on adoption, but will work well with future social cause promotions. These internet marketing methods will even include search engine optimization, viral marketing and article marketing as well. Decipher and select at least two (2) types of individuals, groups, companies, etc., that you reach out to gain support for the campaign. Be sure to discuss the expected benefits that accompany each external partner you identified. Benetton wants to enhance its reputation and drive sales; and the nonprofit cause wishes to generate awareness of their mission. In this promotion we are drawing awareness to the Benetton brand, adoption and race tolerance. The first group that we will reach out to partner with and gain support for the campaign; will be adoption agencies and orphanages. Benetton has the brand name and the reputation that will get the public’s attention. They want to use and share this with the cause to promote adoption. This a great combination but, the company lacks the knowledge on adoption regulations, laws and the process. Adoption agencies and orphanages have this expertise. An adoption agency or orphanage must be well-versed in laws and regulations regarding adoption, because this industry is so strongly regulated. Each country and even within a country, each state may have a different set of rules, regulation and laws to follow. Adoption agencies and orphanages are also heavily licensed. Because of the stringent regulating and the involvement of children it is necessary to have a partner with this knowledge, to be successful in promoting this cause. For this reason, these organizations are obvious choices to be major partners in this ad campaign. To support the â€Å"colorblindness†/racial tolerance piece of this campaign, Benetton will partner with The Southern Poverty Law Center. This partner was selected because this organization â€Å"is a nonprofit civil rights organization dedicated to fighting hate and bigotry, and to seeking justice for the most vulnerable members of society†(Who We Are, 2012). The Southern Poverty Law Center was founded by civil rights lawyers Morris Dees and Joseph Levin Jr. and is internationally known for tracking and exposing the activities of hate groups. This partnership was selected because of the organization’s international reputation and their dedication to fighting race bigotry. Also, their attention to seeking justice for the most vulnerable members of society, one of which is children. They were also selected because they have a specific program aimed toward children of the world, which distributes, free of charge, documentary films, books, lesson plans and other mat erials that promote racial tolerance and respect. Once this IMC plan is implemented with these partners, Benetton will not only have a successful campaign on adoption and racial tolerance but, this IMC foundation can be used for future social cause promotions. References Adoption Marketing | Advertising Strategies for Agencies & Childrens Homes. (n.d.). Search Engine Positioning | Advertising, Marketing & Optimization. Retrieved December 9, 2012, from http://www.customermagnetism.com/adoption-marketing/ Advertorial – Definition and More from the Free Merriam-Webster Dictionary. (n.d.). Dictionary and Thesaurus – Merriam-Webster Online. Retrieved December 10, 2012, from http://www.merriam-webster.com/dictionary/advertorial Jones J. (2009). Who adopts? Characteristics of women and men who have adopted children. NCHS data brief, no 12. Hyattsville, MD: National Center for Health Statistics. Lacy, K. (2011). Twitter marketing. (2nd ed.). Hoboken, NJ: Wiley Pub.. Miller, K. (2010). The nonprofit marketing guide: high-impact, low-cost ways to build support for your good cause. San Francisco, CA: Jossey-Bass. Who We Are | Southern Poverty Law Center. (n.d.). Southern Poverty Law Center. Retrieved December 17, 2012, from http://www.splcenter.or g/who-we-are

William Shakespeare s Sonnet 8 - 1468 Words

Shakespeare’s sonnet 8 is addressed to the mysterious young man that Shakespeare writes to in many of his sonnets. The sonnet is in an English form, which is put into three quatrains and a couplet, and gives an argument for the young man to go out with women and enjoy his life. In this poem, the narrator is using the young man’s lack of joyfulness while listening to music as a metaphor for the young man’s sexual affairs. There are also hints to the harmony of a family and how the young man being single doesn’t exactly follow that lifestyle. By the end of the poem it gives the young man advice to give up the single life and start his path toward companionship. The sonnet is an example of various topics including marriage, and sexuality, which Shakespeare does this by relaying the message through musical symbolism. The poem starts off with a simple line saying how the young man doesn’t find any joy in music and can only listen to the music in a sad ma nner. The first line says â€Å"why hear’st thou music sadly?† the narrator asks the young man why he is sad when he listens to music (1). Music during this time is one of the few forms of entertainment, and would be enjoyed by nearly everyone. This shows how the young man has two completely conflicted personalities with his affairs. It is continued in the next line of â€Å"Sweets with sweets war not, joy delights in joy† this implies that if the young man is nice, then why he would not enjoy things that are nice to most people (2). TheShow MoreRelatedWilliam Shakespeare s Sonnet 73902 Words   |  4 Pages William Shakespeare â€Å"That time of year thou mayst in me behold† (Sonnet 73) The sonnet, originating in Italy, was formed by Francesco Petrarch. The Petrarchan sonnet, originally consisting of two quatrains and a couplet, was soon brought to England where William Shakespeare took an interest in this unknown form of poetry. Shakespeare revised the sonnet so it consisted of three quatrains with the rhyming scheme of â€Å"abab cdcd efef† and a rhyming couplet at the end. This revised sonnet was thenRead MoreEssay about Copmaring Shakespeares Sonnets 116 and 1471489 Words   |  6 PagesCopmaring Shakespeares Sonnets 116 and 147 Light/Dark. Comfort/Despair. Love/Hate. These three pairs of words manage to sum up William Shakespeares Sonnet 116 and Sonnet 147, while also demonstrating the duality of Shakespeares heart. Sonnet 116 reveals to a careful reader the aspects of Shakespeares concept of what ideal love is. However, Sonnet 147 shows the danger of believing in this ideal form of love. These two sonnets perfectly complement and clarify each otherRead MoreThe Sonnet Is Derived From The Italian Word1662 Words   |  7 Pagesword sonnet is derived from the Italian word â€Å"sonetto† meaning â€Å"little song†. The history of the sonnet can be traced back to Italian origin where it influenced the rest of the world becoming a widely used strict poetic form for famous sonneteers. The sonnet sprung around the 13th century, according to the Folger Shakespeare Library it became significant in Italy when Francesco Petrarch first used it. This essay will discuss the Petrarchan sonnet, Spenser ian sonnet and the Shakespearean sonnet. WeRead MoreClose Reading of Sonnet Essay example1391 Words   |  6 PagesClose Reading of Sonnet 116 Written by William Shakespeare 2011 â€Å"Sonnet 116† written by William Shakespeare is focusing on the strength and true power of love. Love is a feeling that sustainable to alterations, that take place at certain points in life, and love is even stronger than a breakup because separation cannot eliminate feelings. The writer makes use of metaphors expressing love as a feeling of mind not just heart as young readers may see it. To Shakespeare love is an immortalRead MoreEssay on Shakespeare Authorship Controversy1504 Words   |  7 PagesShakespeare, the man who wrote 37 plays and more than a hundred sonnets, is known throughout the world. Many people consider him one of the best English playwrights of our time, others say that he was a genius. William Shakspere was born in Stratford-upon Avon in 1564 and died in 1616 at the age of 52. In the mid-19th century, questions had arisen about the Shakespeare authorship controversy, and many scholars wondered whether Shakspere, the man from Stratford, wrote the plays. Ralph W. EmersonRead MoreWilliam Shakespeare s Sonnet 30960 Words   |  4 PagesShakespeare s writing about love is exceptionally deep and intensely layered with numerous implications and utilization of rhyme and metaphors. The power of feeling, the profundity of thought, and serious creative energy are all to be found in his sonnets. Shakespeare s Sonnets clarify the value of human relationships by showing that friendship can end one’s own sadness, that love should be commemorated, and that marriage between true minds is loyal and consistent. â€Å"But if the whileRead MoreWilliam Shakespeare s Sonnets : The Greatest Of All Love Poems1465 Words   |  6 PagesWilliam Shakespeare’s sonnets are considered the greatest of all love poems. The collection contains 154 poems portraying themes of love such as beauty, lust, and estrangement. First published in 1609, these works have remained a popular subject in the world of literature for centuries to come. â€Å"Shakespeare has completely dominated the English-speaking state over the last four hundred years.† When thinking of Shakespeare, his famous plays such Hamlet and Romeo and Juliet are usually the first toRead More Essay on Lust and Love in Shakespeare’s Sonnet 130 and Campion’s There is a Garden860 Words   |  4 PagesLust and Love in Shakespeare’s Sonnet 130 and Campion’s There is a Garden in Her Face  Ã‚     Ã‚   When a comparison is made between There is a Garden in Her Face by Thomas Campion and Sonnet 130 by William Shakespeare, the difference between lustful adoration and true love becomes evident. Both poems involve descriptions of a beloved lady seen through the eyes of the speaker, but the speaker in Campions poem discusses the womans beautiful perfections, while the speaker in Shakespeares poem showsRead MoreEssay about Shakespeares Sonnet 30 and Tennysons In Memoriam1302 Words   |  6 PagesLoss has been experienced over centuries and many poets have written on the subject. William Shakespeare’s Sonnet 30 and Alfred Lord Tennyson’s In Memoriam are two poems from different eras that express the idea of loss. Both were written after the loss of a close male friend, and both are only one poem from a series of poems. Shakespeare lived in England where he was born in 1564 and died in 1616 and Tennyson also lived in England where he was born in 1809 and died in 189 2, the poems being writtenRead MoreStylistic Analysis of Sonnet 55 by William Shakespeare2474 Words   |  10 PagesIntroduction In this paper, different perspectives of the nature of poetic language will be illustrated by using a stylistic analysis of a poem, „Sonnet 55‟, written by William Shakespeare (see Appendix for full poem). In the stylistic analysis, the use of sound and rhythm to convey complement meaning by Shakespeare will be in focus here. Poetic function in poem Poetic language is a type of language that commonly found in poetry1. According to Jakobson (1960), formalists believe poetic