Paper: Mass media and Communication

Name: Savani Manisha

Paper: Mass media and Communication

Topic: History of Advertising

Roll: 10

M.A: 2

SEM: 4

Year: 2012-13

Submitted to:

Dr, Dilip Barad

M.K Bhavnagar University

v what is advertising?

                  The word advertising has its origin from Latin word advertiser which means to turn to. The dictionary meaning of word is to announce publicly or to give public notice.

                Advertising as Dr, Jones defines it is a sort of machine made mass production method of selling which supplements the voice and personality of the individual salesman such as an manufacturing the machine supplemental the hand of the craftsman.

Ø The function of Advertising

§  The tool of marketing:

          Advertising has been defined as tool of marketing. It is used and tool for means selling product idea and service of the identified sponsor.

§  The of communication and persuasion

            Advertising presents and prompts the ideas, goods and services of an identified advertiser. In presenting and promoting an item, the advertiser is engaging in a very important function of communication. It informs the prospective buyers and users about the product and the product it, turns serves as communication link between the producer and the prospective buyers who are interested in seeking the information. Surely advertising may be taken as the most efficient means of reaching people with product information.

§  Distinction between Advertising and publicity:

                         Publicity means dissemination of information about a company used in the field of marketing about a company used in the field of marketing yet they are generally used interchangeably and the general public uses the terms synonymous because both carry the same message.

§  Advertising and propaganda:

                  Propaganda means spreading of ideas, doctrines or messages like publicity and advertising propaganda also communications ideas but it is only one sided communication and there is always favor for a cause. To propaganda do is to influence the opinion of the general public in favor of something.

                    

·       Advertising and personal selling:

            Personal selling means personal communication between buyer and seller by or through the representative of seller. It is thus a sales promotion activity conducted by the agent or representative of the firm. It involves two way communications between buyer and seller.

         Both advertising and salesmanship for personal selling are designed to achieve to promote sales one cannot replace either one. They may be used as complementary to each other. However and the following points of difference may be noted carefully.

       Personal selling is a direct method of selling the product. In personal selling an appeal is made impersonal an indirect method of selling.

Ø Nature of Advertising:

           Advertising as it is generally known is a paid method of mass communication which is aimed at promoting ideas goods or services by an identified sponsor. It is also non- personal communication, for it is not delivered by an actual person but only through by an actual person but only through a medium , , nor is it addressed any specific person , advertising is done by commercial and non-commercial organizations, because it is used to help assume the advertiser of a long businesses life with profitable sales.

v Development of Advertising in India:

                               Advertising in India has a created an incredible awareness among the people in the past decade growing in to big industry. It has grown along with the past and today it has found its way into the other two media. Radio and Television. Advertising which was an American concept originally has found its place in a country like India so much so that the number of commercials has doubled in the media.

                  Advertising in India grew with the India press. In the initial period to advertise meant to inform. The early newspapers and magazines announced births, deaths, arrivals of ships from England sale of house old furniture etc. In the beginning of the nineteenth century new products, discounts and special services got their place in advertisement. Thus, gradually advertising started gaining power it increased with the growth and trend of commerce.

             The leading newspapers like the time of India and the salesman had own advertising departments which prepared layouts for advertisement.

v Type of Advertising

1 Objective

2 media used.

3 geographical coverage

4 other types of advertising

§  Objective based Advertisements

       1 product Advertisements

       2 public service Advertising

                3 corporate and institutional Advertisements

       4 Classified Advertisements

§  Product Advertisements:

           Focus on the product itself rather than the name of company or manufacturers for Ex. The advertisements of chocolalates, soft drink, durable etc to which the audience is exposed to most of time. They promote attitude and life style by directly of indirectly persuading people to acquire and consume the product.

§  Advertising and propaganda:

                                                 Propaganda means spreading of ideas doctrines or messages like publicity and advertising propaganda also communication ideas but It is only one- sided communication and there in always favor for a cause. To propaganda means purpose of propaganda is to influence the opinion of general    public in favor of something.

             Propaganda may be paid for by the propaganda it may be self – sponsored is familiar with the vigorous propaganda on the eve of election. He effect of propaganda is temporary and its ceases to exist as soon as the cause no longer  has an appeal for example, as the day of Election approaches the propaganda in favor of various candidates and parties gains momentum and outs corner to at and as soon as election are over. Thus, ‘’propaganda is the means temporary and it ceases to exist as soon as the cause no longest has an appeal.

§  Advertising and personal selling:

                                                         Personal selling means personal communication between buyer and seller by or through the representation of seller it is thus, a sales promotion activity conducted by the agent or representative of the film; it involves two way communications between buyer and seller.

Both advertising and salesmanship for personal are designed to achieve the same objective to promote sales one cannot replace either one. They may be used as complementary to each other.

§  Development of modern Advertising:

        Advertising for the goods and service is not a new phenomenon in our modern momentary or another since ancient times. Advertising in medieval times was crude when measured by present day standards. The basic objectives were the same to communicate and disseminate information and ideas to groups of persons in order to change or reinforce their buying decisions, so it is erroneous to assume that the advertising function is of recent origin. These are evidence to suggest that Romans practiced advertising spoken evidence.

 Before the advent printing press crude forms of Advertising were used.

1 Trade marks

2 sign or signboards

3 town criers

               Advertising is a form of promotion and means of non-personal mass communication to the existing and prospective customers in order to maximize the company‘s sales and profits.

             To sum up Advertising aims at committing the produce for more turn out, educating the consumer, supplementing the salesmen, converting the dealer to eliminate the competition and above all it’s a link between the producer and the consumer.

                                                          

Topic: Role of chance and fate in Henchard life

  

Name: Savani Manisha

Paper: Study of the Author, Hardy as novelist.

Topic: Role of chance and fate in Henchard life

Roll: 10

M.A: 2

SEM: 4

Year: 2012-13

Submitted to:

Dr, Dilip Barad

M.K Bhavnagar University

Role of chance and    fate in Henchard Life

             In the ‘’Mayor of the Casterbridge ‘is the tragic novel by Thomas hardy and in this novel hardy highlight fate character of Michael Henchard.

     Hope for Henchard

                  The first and the longest of these movement falls into two almost establishes a situation which seems to offer hope for Henchard‘s success following the brief account of Henchard‘s economic and moral collapse at Weyden priors and his resolution to make a new start, hardy abruptly proceeds to reveal the outcome of Henchard‘s vow after a lapse of eighteen years. Not only does Henchard now appear as a figure of prosperity and social status, but events now seem to promise his further financial and social success. He gains the commercial support and personal companionship of Farfrae, he effects reconciliation with his lost wife and child and he seems about a find a solution to the awkward consequence of his affair with Lucetta. The most prominent signs of Henchard’s character in chapter six and fourteen are his consistent if rough benignity his gruff friendliness and frankness with Farfrae  his concern for Lucetta his effort to make amends to Susan and Elizabeth -Jane and his acknowledgement of his own loneliness and need for companionship. These features of his character tend to minimize his earlier harshness , so that by chapter fourteen we witness the high water mark of Henchard’s apparent success and his moral goodness.

The Reversal of the second part of the first movement:

                    The remaining chapters of the first movement then reverse the course of Henchard’s fortunes. As Henchard’s disappointment and anxieties now increase his frustrated wrath is vented with increasing force and with obvious moral culpability on persons who appear to deserve it less and who suffer from it more intensely. In the short, the temperament which would have no pity for weakness gradually re-emerges and by the end of first movement, it is again dominant feature of Henchard character. The first sign of this progressive deterioration in Henchard his grotesque attempt to punish Abel whittle is almost immediately countered by revelation of Henchard’s previous charities to Whittler’s mother and by frankness he displays in his reconciliation with Farfrae  But as the action continues Hardy develops situations which show more and more clearly the vehemence and injustice of Henchard’s conduct. He dismisses Farfrae and begins to regard him as an enemy. In this context Hardy supplies an often quoted authorial comment which implies a connection between Henchard‘s moral stature and his fortune.’’ Character is fate’’ Hardy reminds us and hardy painterly observes that Farfrae prospers as he blamelessly pursues his ‘’praise worthy course” While the gloomy Henchard has ‘’ quilted the ways of vulgar men   light to guide him on a better way’’

The decline in Henchard‘s fortunes due to his own faults:

               The chapter which follow seem designed to illustrate this point, for us Henchard‘s more apparent, his fortunes decline. What begins in Henchard‘s impulsive desire for a ‘’tussle at fair buying and selling develops into his more desperately planned and savage effort to destroy fanfare’s career and starve him out’’ Henchard‘s effort to wreak Farfrae are followed by his cruel coldness to Elizabeth-Jane who is the innocent victim of Henchard‘s anger over his discovery that she is not his daughter. And finally Henchard adopts the still more vicious course of obtaining an unwilling promise of marriage from Lucetta by threatening to reveal his former relationship with her. At this point in the story, Hardy Reintroduces the farmity women whose public exposure of Henchard‘s fall and also serves to re-in force momentarily the sinister aspect of his character.

                       

                         The connection between character and fate:

    Thus, through the long first movement of the novel. Hardy uses both action authorial comments to shift our impression of Henchard’s moral stature in a curve which curve ponds to economic rise and fall nature and chance are repeatedly made to serve what seems to be a larger moral order in the word. He himself come to feel that some supernatural power is ‘’bent on punishing him and is working against him’’ The course of Henchard‘s career might stand as evidence of the general belief that the wise and the good prosper in this word while the wicked and the rash fall. In short, the first movement of the novel seems to demonstrate the truth of the dictum that ‘’character is fate’’ In this first section of the story, Hardy maintains a general correspondence between the changes in Henchard‘s apparent moral stature and the changes in his fortunes.  

             Renewed hope in the beginning of the second movement:

       Henchard’s fall makes the beginning of another tragic cycle in the novel a second movement which again is followed by a reversal and a falling action which terminates in a casterbridge. Hardy clearly wants to leave no doubt about Henchard’s fate after the farming a woman has revealed his past. In this connection Hardy says on that day almost at that minute he passed the ridge of prosperity and honor and began to descend rapidly on the other side but having predicted the imminent collapse of Henchard’s fortune, Hardy once more shifts the aspect in which he presents Henchard’s character and career and out of his account of Henchard’s failure he manages to establish a situation which seems to offer renewed hope. Thus he makes the court incident an occasion for a comment which puts Henchard’s career in as more favorable light.

           The amends he had made in after life were lost sight of in the dramatic glare of the original act. Had the incident been well known of old and always, it might by this time have grown to be lightly regarded has the rather tall wildest, but well night the single one of young man with whom the steady and mature is somewhat headstrong burgher of today had scarcely a paint in common.

                  Thereafter, Hardy stresses Henchard’s generosity and integrity. The bankruptcy proceedings themselves serve to dramatize Henchard’s scrupulous integrity as well as his sense of justice which prompt him to sell his gold watch in order to repay one of the creditors such indications of hopeful change in Henchard’s reconciliation with Farfrae . This is followed by Henchard’s reconciliation with Elizabeth- Jane who nurses him through a brief illness. Hardy thus repeatedly present Henchard in ways which not only emphasize his integrity and good sense but also suggest the possibility that he may now successfully accommodate himself to his new situation

Henchard’s destructive intentions checked by internal compulsions:

But in the following chapters there is an abrupt reversal, a second descending action and what at first appears to be a second corresponding degeneration of Henchard’s character. In rapid succession we are told that Henchard has undergone moral change and has returned to his old view of Farfrae as the triumphant rival who rode roughshod over him” that Henchard ‘drinking brought an a new era of recklessness  and that his buffetings’’ . The crisis which follow certainly depend upon and repeatedly dramatize Henchard’s sinister qualities formerly talented ‘’ have been ‘’quickened in life by his buffetings ‘’ He curses himself for his failure and Hardy says ‘for this repentant sinner at least , there was to be no jay in heaven.

Human Life not governed by an ideal justice

           The death of Lucetta makes another major turning point in the novel. A third cycle from hope to casterbridge-for Henchard’s is clearly perceptible for Henchard’s in his third movement of novel. Henchard now becomes so deeply attached to step daughter Elizabeth - Jane that he sends away Newson with the lie that the girl is dead. But just as the farming women return to ruin Henchard by her exposure of his past. So Newson now returns to expose Henchard lie and dash his hope of a life made meaningful by the final presence of Elizabeth -Jane. But now Hardy presents Henchard as having become excessively chastened. Henchard is reduced to suicidal despair at the thought of losing Elizabeth -Jane and he anxiously calculates what he says and does in an effort to avoid her displeasure. The girls’ companionship and sympathy seem so important to his very existence that he would put up with anything for her sake but it is not only Henchard’s path.

          Thus, Henchard is the tragic man and his one mistake draws him in tragedy.

  

Topic: poor rich divided in the white Tiger

Name: Savani Manisha

Paper: New Literature

Topic: poor rich divided in the white Tiger

Roll: 10

M.A: 2

SEM: 4

Year: 2012-13

Submitted to:

Dr, Dilip Barad

M.K Bhavnagar University

                 Poor rich divided in White Tiger

                         The white tiger by the Arvind Adiga is most interesting novel. And in this novel writer highlight the character of Balram Halwai when he was the servant of Mr. Ashok.

 Servant master relationship:

 The servant master system implies two things:

1.    The servants are for power than the rich a servant has no possibility of even catching up to the master.

2.     He has access to the master’s money, the master’s physical person yet crime rates in India are very low.

       Even through the middle class who often have three or four servants are paranoid about crime. The reality is a master getting killed by his servants is rare you need two things for crime to occur a divided and conscious ideology of resentment. We don‘t have resentment in India. The poor just assume that the rich are a fact of life, but I think we are seeing what I believe is class based resentment for the first time.

                                   Balram Halwai is presented as a modern Indian hero in the modest of the economic property of India in the resent past. His climbing the leader of success is by murdering Mr. Ashok his employer and stealing his bagful of money Rs. 700.ooo based on philosophy of revenge, ambition and corruption.

                          Balram is representative of the poor in India yearning for their tomorrow. His stay is a parable of the new India with a distinctly macabre twist. He is not only an entrepreneur but also a roguish criminal remarkably capable of self – justification. The Background against which he operates is one of the corruption, inequality and poverty.

                  Injustice and inequality has always been around us and we get used to it. How long can it go on? Social disconnecting what Adiga highlights is the ever widening gap between the rich and the poor and the economic system that lets a small minority to prosper at the expense of the majority, ‘’At a time when India is going through great changes and with china, is west, it is important that from the me try to highlight the brutal injustices of society the great divided.

                It has been pointed out that the period since the neo- liberal economic reforms were introduced in India, there is growing consumption by the rich and the urban upper middle income groups side by side we see the lives of poor becoming more vulnerable and precarious. The national sample survey organization through its study has shown that up to 1998 there has been relatively flat consumption person and no decline in poverty., there was a dramatic  revision of poverty figures in 1999-00 9 surveys from 1989-90to 1998 had shown no poverty reduction. A minority of the population has benefited from the economic polices in the last decade, while the benefited but for 80 percent of the rural population per capital consumption has actually declined since 1989-90.

                    In a paper entitled ‘Democratic practice and social inequality in India’’ Jean Dreze and Amortya Gen examine, the role of democratic practice in contemporary India. They democracy especially the adverse effect of social inequality .They point out how the quality of democracy is after compromised by social inequality and inadequate political participation , through democratic practice itself is a powerful too of elimination of social inequality . The white Tiger is an exceptional fictionalized study in human inequality that is growing into our democracy.

            Statistic show how poverty is on the rich in India four in every 10 Indian children are malnourished according to a UN report. Indian Ranks a lowly 66 out of 88 countries in the global Hunger index 2008. The report says Indian has more hungry people, more than 200 million than any other country in the world. One third of the worlds poor live in India accordance to the latest poverty estimates from the World Bank. Based on its new threshold of poverty $1.25a day the number of poor people has gone up from in 2005 Indian ranks 128 out of 177 countries in the UNS human development index, ‘Darkness’ of rural India to the ‘’light ‘’ of urban Gurgeon reminds us of the harsh facts behind the fiction.

  

      Balram becomes a true professional busy handing crisis situations sitting in the office. He recalls what poet Mirza Glalib wrote about slaves. ‘’They remains slaves because they can’t see what is beautiful in the world. His thirst for freedom came alive when he visited his native village while Mr. Ashok and wife pinky went on an excursion.

    It has very important trip for Balram while MR. Ashok and Pinky Madam were relaxing. Balram shown through pand. Walked up the hill and entered the black fort for the first time putting Balram foot on the will, Balram looked down on the village from little Laxmangarh. Balram saw the temple tower, the market the glistening line of sewage, the landlord’s mansion and my own house.

               Adiga is so pictorial in his description of the protagonist, who plans his crime well in advance; His disgusting act of spitting repeatedly in the direction of his village could be a sign of final rejection of everything he holds dear to escape from the Rooster coop of misery.

       His schooling in crime begins with the reading of course a billion servants are secretly fantasizing about strangling their bosses and that’s why the government of India publishes the magazine and sells it on the streets for just four and a half  Rupees 50 that even the poor can buy it. He feels degraded as a human being deprived of basic human rights to enter a shopping mall. A poor driver couldn't enter a mol as he belonged to poor class if life walked into the moll sometimes would say ‘’hey that’s man is a paid driver what’s he doing in hear. There were regards in grey uniforms on every floor all of them seemed to watching Balram it was Balram first taste of fugitive’s life. Balram reminisces one of newspaper report on the poor in these shopping moll identified the poor wearing sandals let in only those wearing shoes. While poor man sandals was driver out these made man in sandals explode am I not a human being too.

        He knows full well that Ashok comes from a caste of cook and yet now he has to serve the wretch who is moneyed. He decides so break out of his fate poor in India as from a rooster coop.

        These problems have been brewing for a long time. The causes are complex the heightened tension within the country that’s caused by the growing gap between the rich and the poor. The flare-ups can often take the farm of ethic or regional protests but the underlying grievances are often take the farm of ethic or regional protests, but the underlying grievances are often economic those people who live over there are doing much better than we are fixing the economicdisparties has to be part of any attempt to address India’s growing unrest. The country’s intelligence and police agencies need to be reformed and modernized right now they seem way behind the ternarists.

         It is imperative that our government has the political will to fight corruption at all levels and take appropriate measures to fight poverty of its teeming millions with increased investment in basic been education.

          The novel is an excellent social commentary on the poor rich divided in India. Balram represents the downtrodden sections of our society juxtaposed against the rich. Deirdre Donahue labels the white tiger an angry novel about injustice and power which creates merciless thing among whom only the ruthless can survive.

           However, the white tiger should make every right thinking citizen to read the signs of the time and be socially conscious of the rights and duties of each one irrespective of caste and Balram in our society.

Conflict between the colonization and Barbarians

Name: Savani Manisha

Paper: African Literature

Topic: Conflict between the colonization and Barbarians

Roll: 10

M.A: 2

SEM: 4

Year: 2012-13

Submitted to:

                                           Dr, Dilip Barad

                                   M.K Bhavnagar University

          Conflict between the colonization and     Barbarians

           Waiting for the Barbarians is a novel by the South African born author J. Mary Coetzee winner of the noble prize in literature in 2003. This is the allegory novel and in this focuses the conflict between the colonization and barbarians.

          The story is set in a small frontier town under the jurisdiction of a political entity known only as the empire the town‘s magistrate is the story‘s protagonist and first person narrator. His rather peaceful existence in the town comes to an end with the declaration of a state of emergency and arrival of the third Bureau, Special Forces of the empire led by a sinister colonel Joll. There are rumors that the natives of the land called barbarians are preparing an attack on the empire and so colonel Joll and his man conduct an expedition into the land beyond the frontier. They capture a number of barbarians bring them back to town, torture them, kill some of them, and leave for the capital in order to prepare a large campaign against the barbarians in the meantime the magistrate begin to question the legitimacy of imperialism and personally nurses a barbarian girl who was left crippled and partly blinded by the third Bureau‘s tortures. The magistrate has an intimate yet ambiguous relationship with the girl. Eventually he decides to take her back to her people. After a life threatening trip through the barren land during which they have sex. He succeeds in returning her finally asking, to no avail, if she will stay with him and returns to his own town. The third Bureau soldiers have reappeared there and now arrest the magistrate for having deserted his past and consorting with enemy without much possibility of a trial in wartime, the magistrate remains in a locked cellar for the first time a near complete lack of basic freedoms. He finally acquires a key that allows them to leave the makeshift jail but finds that he has no place to escape to and only spends his time outside the jail scavenging for scraps of food.

            Later colonel Joll triumphantly returns from the wilderness with several barbarians captives and makes a public spectacle of their torture. Although the cloud is encouraged to participate in their beatings the magistrate bursts onto the scene to stop it. But it subdued taking the magistrate a group of soldiers hangs him up by his arms, culminating his understanding of imperialistic violence in a personal experience of torture with the magistrate is spirit clearly crushed, the soldiers mockingly let him roam freely through the town , knowing he has nowhere to go and no longer a threat to their mission. The soldiers however begin to go and no longer a threat to their mission. The soldiers, however, begin to abandon the town as winter approaches and their campaign against the barbarians starts to fall apart. The Magistrate tries to confront Joll on his final return from the wild, but the colonel refuses to speak to him, hastily feeling the area with the last of the soldiers , with a widespread belief that the barbarians intend to invade the town soon, all the soldiers and many civilians have now departed through the magistrate helps encourage the remaining townspeople to continue their lives and to prepare for the winter there is no sign of the barbarians by the time the season’s first snow falls on the town.

                The popular book waiting for the Barbarians effort of small town’s magistrate to run his town under the Yoke of a cruel and unjust emperor. The main characters in the book colonel Joll and the magistrate demonstrate the idea the fear manifests itself in violence. As the characters perpetuate violence in their lives they snow that point that fear it leads only to injustice and cruelty.

        An oppressive regime traffics in fear, and the empire is no different fear keeps its subjects from acting out, and it keeps them scared of a race of peaceful people that they have actually never met. The empire builds this fear through violence against the barbarians, and it brings the people of empire under its umbrella for protection when the people believe that they can’t protect or help themselves.

             The magistrate is the character that Coetzee uses to primarily snow the journey of self understanding, and how a better understanding of oneself leads to an aversion to violence. At the beginning of the book, the magistrate feels as through government actions in his jurisdiction are not his problem. He allows the injustices and the violence that the state’s the main instigation of to creep into his town, all in the name of preparing to meet the barbarian threat.

               All the magistrate wants is to take up time. He is waiting for retirement when he can end his service to the state and take up a peaceful occupation Coetzee uses the theme of retirement to make point how most people under oppressive governments are passive and indifferent to the treatment of the state. When the state tries to force people to rely on them completely for protection and for rhetoric, the state takes away the ambition and motivation for people to better themselves and the world around them. An oppressive regime makes people feel as though they cannot create positive changes for themselves and the world around them. An oppressive regime makes people feel powerless, and poor less people feel as though they cannot create positive changes for themselves or for the future.

                 The more people buy into the idea that the empire is able to satisfy all their needs, the less they question the treatment of the empire, even when empire is obviously being cruel and the cruelty is apparent to all the people, if only the people had a degree of self understanding they could trust in their own judgments and they would know when self judgment was better than allowing the government to make all the decisions.

          The magistrate question s why colonel Joll tortures the boy and the man because the punishment seems so extreme. This is the first time in the novel that the magistrate actively challenges authority and where he starts to recognize that he is a government actor and he takes some responsibility for what the government does. Through his question of colonel Joll after the torture, he leans that Joll has a twisted sense of logic behind which he rationalizes torture. Joll claims that torture is the only way to get information because ‘’pain is truth ‘all else is subject to doubt Joll actually knows that he is responsible for the violence he commits but he does it in the name of service to people . The Magistrate by association feels responsible for the violence that colonel Joll perpetuates but he feels as though he must mitigate it by helping the victim of torture. The Magistrate encourages the boy tell the officer the truth in order to make the torture stop.

              It seems unlikely at this point that the truth is the only thing the Joll get out of torture of people, he has already killed the old man, and his torture of the young boy does not let up despite the fact that both individuals are very unlikely to have been involved in the raiding party, they would not have known the movements and the locations of the barbarians, so there was no point to the torture. Joll constantly torture the two individuals to achieve a false confession from the boy, because he can use the confession to demonstrate to the people just how dangerous the barbarians are.

         Coetzee thus explains the actions of oppressor and how their relationship is both complex and interchangeable. Despite all this even after helping the boy recover from his torture by cleaning him up and caring for him, the magistrate allow Joll to torture him again the next night, turning a blind eye and justifying it by saying ‘’ for a while stopped my ears to the noises coming from the hut by the granary where the tools are kept clearly the magistrate knows that the torture is continuing each night but he does nothing to stop it.

        These are the conflict between the colonization and Barbarians and hear Barbarians are right for his steep.