Marketings Role in the Organization †Essay

Marketings Role in the Organization – Essay Free Online Research Papers Topic: If the premise is that marketing creates value, then explain marketing’s role in the organization. In the modern economic society, marketing has been very close to everyone’s life. There are also some organizations such as enterprises, schools, institutions and government which are adopting various marketing activities every day in order to create more benefits for themselves. Drucker (1974) has stated that the purpose of marketing is to make selling surplus. The aim of marketing is to fully realize and understand customers, in order to enable products or service to fit customers and sell itself. Thus, marketings role as a driver of an organizations value chain will be stressed as value chains are increasingly shaped by consumer expectations and demands. This essay will clarify how the marketing’s role in Sony to be a value creator in various ways. In order to illustrate how marketing create value to the firm, it is necessary to understand the definition of marketing. What is marketing on earth? Marketing is a managerial function and a set of courses for communicating, creating, managing customer relationships and delivering value to customers in ways that benefit the organization and its stakeholders (American Marketing Association),date?. Marketing, by means of exchanging, results in obtaining the required products and service. Exchanging, the proceeding steps of value creation, usually will benefit mutually and further the exchanging of mutual values. The essence of marketing is aimed at creating customers’ value and satisfaction. A precise definition to the studies of marketing as given by Kotler (2004) is that the profitably contented with the requirement. Moreover, marketing assigns all those activities which accelerate services or the movement of goods from the producer to the consumer. In other words, it means those activities connected with distribution, advertising, promotion, merchandising, product planning, publicity, research and development, transportation, sales and services or warehousing of goods (Indiainfoline, 2002). Sony is a company with a reputable name and a great trade of brand recognition worldwide. The company rapidly presented itself to the world as a technological inventor capable of creating many consumer-friendly first such as the Walkman, the transistor radio, and the camcorder, although it started a small Japanese telecommunications company in Tokyo. Based on Southgate (1994), a brand is not a name, graphic device or logo. It is a part of intangible values in the minds of consumers. A strong brand is therefo re alive, complex, rich and enormously powerful. However, Sony is facing profits and sales are down or are gradual down, RD and capital investment cost are arising, competitors are moving in with copycats, the struggle between VHS and Beta and the research for a smash hit product such as the Walk-in or the Trinitron. According the survey of Business Week (2005), Sony, No.28, which declines 16% in brand value in the 2005 ranking. Although the firm is pioneered the Walkman, left Apple to reform portable MP3 players, as well as digital downloading and organizing of music. Thus, the RD group becomes a key element of corporate strength, or weakness, with the company highly dependent on its ability to deliver significant new technology, when expected (Webster, 1990). Similarly, Urban and Hauser (1980) indicated that the firm need a strategy for development. It must learn and understand how consumers perceive products, what needs exist, what consumer preferences are relative to the needs, and how consumers choose among products. This essay focuses on deep product strategy as a value creator to Sony. Marketing acts a central role in translating marketing information into products and afterward positioning these products in the target market from new product development process (Song, Montoya-Weiss, Schmidt, 1997). Also, the effective development and management of products can be an important factor in determining whether a company will succeed in gaining business from the major account market (Turner, 1990). Sony implemented restructuring plan recently, pointed at putting the struggling consumer electronics giant back on its feet, but got a doubtful response when the company presents of its new Walkman type a portable music player. A news from Taipei Times (2005) described that Sonys content-to-product strategy and the new plan disappointed those looking for a more radical departure at a company that is struggling with the likes of Apple, which marries style and high-tech sophistication in its must-have iPod music player. The company’s plan lacks in details and similar to earlier plans which have not worked, Nomura Securities analyst Eiichi Katayama told. New products are a necessary response, if the firm is to retain its marketing effectiveness, to changing customer preferences and dynamic competition in the marketplace. A stagnant product line is good evidence that an industrial firm has failed to keep up with advancing technology and the state-of-the-art in its industry (Webste r, 1990). In addition, a source of new product stimulus is a customer request to produce a specific product that the customer has designed (Urban Hauser, 1980). Sony needs to approach an effective managerial strategy of new product development that is likely to achieve success, but at the same time minimize risk. According to Magrath and Higgins (1992), innovation need satisfy consumer needs. These needs may relate to new product designs with appeal, new product uses, or the innovative developing of new groups of product users. Moreover, a more sophisticated strategy to react to competition is the â€Å"second but better† strategy. The firm waits until the competitor’s product is revealed and then not only copies it, but improves on it. The objective here is to be flexible and efficient so as to produce a product that will be superior to the competition without incurring the heavy market developmental expense for the product. Another approach to development is through the notion that someone must buy a product. The marketing strategy is based on finding consumer needs and then building a product to fill them (Urban Hauser, 198 0). Similarly, a firm’s new product strategy is increasingly recognized as a critical part of the total business plan. The key product strategies are developing highly innovative products, introducing products that meet customer needs more effectively, and introducing products with unique features for customers (Cooper, 1983). Sony flaunted its PSX, the enhanced PlayStation 2 video-game machine. It also works as analog TV, a DVD recorder, music player and digital photo album. The design of a single machine that has a little bit of everything seems logical and attractive to customers. Some analysts argue that audiovisual equipment and the game machine dont necessarily go together since the life cycles of AV machinery are much shorter, requiring constant upgrades. Moreover, the product doesn’t match the market, Kazumasa Kubota says, analyst with Okasan Securities Co. in Tokyo. The PSX may sell in amounts when it first goes on sale, but it will be hard to keep the sales going (Kageyama, 2003). Many as 90% of new products may fail in the market because many companies are scrambling to develop innovative high technology products. Then a definite need for the product exists in the market which must be determined. In addition, competitive products must be analyzed to assess by the market and segmented to i dentify target markets that will obtain greatest profits from the product and offer competitive advantages (Lucas Bush, 1984). Sony made itself into poor positioning and misunderstands of consumer needs. Urban and Hauser (1980) stated that positioning is the identification of a set of psychological need attributes and the description of the level of each attribute for a new product. The companies should pay much attention to the positioning issue as their discuss new product design. One of the major efforts in successful new product design is to define a good psychological positioning and a set of physical features to back it up. In order to avoid products failure, Moon (2005) analyzed companies can change customers mentally classify their products by positioning these products in unexpected ways. The firms through reverse, breakaway and stealth positioning are to shift consumers’ thinking in order to create a profitable place to ply their merchandises. In addition, different customers are likely to have different needs requiring some adjustment of the product. This means that the selection of custome rs, market segmentation strategy, is the key, long-term strategic choice for the industrial firm (Webster, 1990). Indeed, product position is strategically important because it can take years to create, it is difficult to change, and it affects business success and competitive strategy. A product or service position involves the set of associations with the product. It is created over time, often from a large assortment of sources such as the product design, the advertising, the store in which it is bought, and who uses it (Aaker, 1988). A product does not have novelty to benefit from original new positioning, nor does it have to be past its prime. The old rule of the product life cycle is by simply challenging consumers notions. Thus, from time to time, it makes sense for a company to review its product portfolio. Such a review can usefully be conducted once or twice per year. Grouping products according to approximate stage in the product life cycle may be a useful first step: new products; growth products; mature products; and declining products. Effective marketing may be successful in retarding the inevitable progress of the product life cycle and may bring the market back to an earlier stage, such as moving from maturity back to growth (Webster, 1990). Because of global competition and rapid technological advances, high technology products such as digital cameras and notebook computers have short life cycles. The company may upgrade its characteristics over time for renewing the competitiveness of a product. Wh ile products contain a set of features with some alternatives for each, design involves complex decisions: which features to upgrade, when to upgrade, and what alternatives should be chosen. The decisions will help managers in deciding the content and timing of promotions to maximize life cycle profit. And it merges traditionally made by various operations in the enterprise (product design, process design engineering, marketing, production planning and supply chain management) (Damodaran Wilhelm, 2005). Today, marketing’s role in the organization has become more and more important. Proper market strategy, intelligent product definition and execution of without mistakes will separate winners from losers in a market economy with very little opportunities for error. Sony is trying to pursue innovation by diversifying its core technologies. But the firm neglects a customer-need orientation as an organizing principle for new product development. For example, the new portable walkman is not satisfying consumer demands. Understanding the needs of the customer is an axiom found in all product development literature. As the result, companies should evaluate and refine to produce a product with consumer psychological attributes which indicate a high probability of success in the market. In addition, the new product marketing program requires careful definition of market segments. Positioning is a central strategic issue in the marketing of new products, although positioning is often th ought to apply only in a consumer market context. Sony’s product positioning such as PlayStation 2 doesn’t match the markets. In order to avoid new products failure, the firms can change consumer’s thinking through reverse, breakaway and stealth positioning. Without developing and marketing new products, a firm must struggle to keep profitable growth. Also, a strategic view of the product portfolio can help to stimulate the development of new products. Research Papers on Marketing's Role in the Organization - EssayMarketing of Lifeboy Soap A Unilever ProductDefinition of Export QuotasThe Project Managment Office SystemResearch Process Part OneHip-Hop is ArtAnalysis of Ebay Expanding into AsiaInfluences of Socio-Economic Status of Married MalesIncorporating Risk and Uncertainty Factor in CapitalBionic Assembly System: A New Concept of SelfRelationship between Media Coverage and Social and

Olympia, ancient game effect art and religion and vice versa Research Paper

Olympia, ancient game effect art and religion and vice versa - Research Paper Example These religious rituals ultimately transformed into Olympic Games1. Nothing exactly can be said about the occurrence of the first Olympic Games. However, it is believed that Olympic Games were held first time in 776 B.C. To some extent, Olympic Games helped to change the war-like situation among the city states into a temporary peace as Sparta, the most aggressive city state, used to lull sending its warriors into battle until the games are over. This tradition was followed by other city states in true letter and spirit. Surprisingly, women had been forbidden to take part in the games. Death penalty was awarded to them even if they watched these games. However, in 396 B.C., a woman from Rhodes broke this tradition by watching Olympic Games. According to narrated story, his husband died before the event and hence she prepared her son for the boxing competition. She watched the game of her son in disguised as man but caught after jubilant shouts. Her death penalty was pardoned as a special case. Milo of Croton was considered as the greatest athlete of ancient games. He won the wrestling crown six times in 500 B.C. It is narrated that he was so powerful that he used to carry a full grown bull on his shoulders. Artists from all over the Greek used to witness the event. The famous Greek poet, Pindar wrote many odes narrating the capabilities and potential of the winners of the game. The buildings which were constructed in Olympia portrayed the rich heritage of Greek architecture2. There was a strong relationship among Olympic Games, religion and art in ancient times as well as in modern day of the games. The charter of modern Olympic Games coined a term ‘Olympism’ that it defines as â€Å"a philosophy of life, exalting and combining in a balanced whole the qualities of body, will and mind†. Thus, the term ‘Olympism’ describe a religion without divinity3. The Olympic Games in Greek were being played with

Examine the role of social media in customer relationship management Essay

Examine the role of social media in customer relationship management 02221 - Essay Example Twitter, Facebook, etc (Holzner, 2008). The complete interactions that take place through the social channels provides various information to small companies, which can be utilized to enhance their services, products, as well as overall approach towards their business (Evans, 2012). Companies are required to value social media as well as realise that it is a two-way or joint process. If they choose to utilize social media like the customer centric stage, they can’t avoid complaints or the negative comments. In reality, one in three Twitter and Facebook user consider that companies should reply to the social grievances within two hours. People have some hopes, and companies should meet those hopes or expectations. Social media is considered as the newest channel by which companies can interact with the target customers (Sponder, 2012). Customer relationship administration/management is referred to the tactics, practices, and technologies, which organizations or firms use to record, manage, and assess customer interactions or communications to drive the growth of sales by enriching and deepening relationships with their entire customer base. The systems of customer relationship management are designed in order to collect customers’ information across various channels such as company’s website, live chat, marketing materials, telephone, social media, and live chat (Boulding et al, 2005). The systems of CRM can also provide customer-facing employee detailed data, buying preferences, and purchase history. Companies need to make sure that the analysis and storage of their customer facts and data must encompass a highest degree of security against identity theft, cyber criminals as well as other violations of securities (Chen and Popovich, 2003). From the company’s viewpoint, the whole relationship includes the direct communication aspect, for example service and sales related processes, and

Genetically Modified Organisms Research Proposal

Genetically Modified Organisms - Research Proposal Example However, the main argument against consumption of genetically modified organisms is that they might have dome harmful effects to their consumers. The data that will be used in this research will be collected using a number of data collection methods. The method that will be the most used is literature review. There are sufficient information from literature materials such as books, journals, blogs that can give more insight on the advantages and limitations of genetically modified organisms (Munhall and Chenail 167). There will also be a study on the statistics on the health difference of people who consume more genetically modified organism and those who consume more. Genetic engineering and health official will also be interviewed with the aim of getting their views on the advantages and limitations of genetically modified organisms (Denscombe 97). With the data that will be collected through the above mentioned methods, the researchers will carry out analysis through techniques such as filtering, retrieving value, computation, and sorting to come up with a clear conclusion on the total number of viable advantages and disadvantages that genetically modified organisms have (Ogden and Goldberg 175). With the result the researchers will be able to give a conclusion stating their thoughts on whether or not genetically modified organisms should be

Coursework Biology Essay Example for Free

Coursework Biology Essay Biology coursework: Substrate specificity in yeast AIM: To find out which substrate (glucose, starch, maltose, sucrose or lactose), does yeast, the organism containing the enzyme, breaks down the quickest. Introduction: Usually, every enzyme has a specific substrate that is what we call the â€Å"lock and key† theory. We can try the reaction of an enzyme with different substrates and this enzyme will just work well with one of those substrates. One type of reaction catalyzed by enzymes is anaerobic respiration. (fermentation), made by yeast that uses a sugar as a substrate. This reaction will produce CO2 and energy. Measuring how much CO2 the reaction produces we could know how well the enzyme is working with a substrate, checking thus its specificity. Materials: 5 Ignition tubes Pipette Glucose Maltose Sucrose Lactose Yeast Cotton wool Test tubes Stop watch Ruler Variables: Independent variable: substrate (glucose, starch, maltose, lactose, sucrose), enzyme (yeast), volume of substrate, volume of enzyme. Dependent: volume of CO2 released (measured in mm) Controlled variables: Temperature, pressure, time. Method: 1- Fill 5 ignition tubes, half with yeast (2.0 ml) and half with each corresponding substrate (2.0 ml), using a pipette. 2- Quickly after the mixture is done, place the ignition tubes upside down in a test tube, helping yourself with a pen. 3- Start the stop watch once the ignition tube is upside down in the test tube, and measure the space left (this will be time 0) 4- Place some cotton wool on the top of each test tube in order to block oxygen, and therefore, for anaerobic respiration to occur. 5- Prepare one mixture with the yeast (enzyme), and with water, to act as a control. Treat the control in the same way you have done it with the samples. 6- As anaerobic respiration occurs, CO2 is released displacing the mixture of yeast and substrate into the test tube. Measure the amount of CO2 released during 20 minutes, taking a reading of the empty space inside the ignition tube every 5 minutes. 7- Repeat the experiment 3 times for statistical purposes.

An Indian Woman In Guatemala Essay -- Guatemala India History Historic

An Indian Woman In Guatemala Guatemala is the land of Eternal Springs and the home of the richly cultured and historic Mayan people. It it also the country of Rigoberta Menchu, an illiterate farm worker, turned voice of oppressed people everywhere. Guatemala also has the sad distinction of being home to Latin America's oldest civil war. "For more than three decades, left-wing guerrillas have fought a series of rightist governments in Guatemala. The war has killed an estimated 140,000 in the country, which has 11 million people." (N.Y. Times June 14, 1996 pA4 col 2) This is a story of a people in crisis, and one woman's struggle to use truth, as a means of setting her people free. The majority of the population are Indians, and much of the struggles arise out of the ashes of the past. Spain conquered Guatemala in 1524, which was the start of the oppression of the native people of Guatemala. Since this time the native people have been ruled by the Spanish speaking minority, the Ladinos, many of which are descended from the Spanish colonists. Beginning in 1954, when Guatemala's elected government was overthrown by the army, the military began a brutal war against the Indian people. This type of torture and oppression continued, and during the 1970's the repression was especially harsh; during this time more and more Indians began to resist. It was during this time that Rigoberta Menchu's family became involved in the resistance. The situation in Guatemala is similar to South Africa, where the black majority are ruled with absolute power by the white minority. Like South Africa, the Indians in Guatemala are lacking in even the most basic of human rights. "Indeed the so-called forest Indians are being systematically exterminated in the name of progress. But unlike the Indian rebels of the past, who wanted to go back to pre-Columbian times, Rigoberta Menchu is not fighting in the name of an idealized or mythical past." (Menchu xiii) Rigoberta is working toward drawing attention to the plight of native people around the globe. Once an illiterate farm worker, she has taught herself to read and write Spanish, the language of her oppressor, as a means of relating her story to the world. She tells the story of her life with honesty and integrity in hopes of impressing upon the world the indignation of the oppressed. In additi... ...She has been accused of supporting the country's leftist actions and harming Guatemala's image abroad. In awarding the prize, the Nobel committee wanted to draw attention to the plight of Guatemala's Indians in the hope that it would lead to improved conditions. Recently, Guatemalans have found cause for that hope, as a peace accord is due to be signed in January 1997, ending the fighting between the rebels and the government. In addition, a truth commission has been formed to help families of disappeared members find answers relating to their deaths, by uncovering the country's many unmarked mass graves. Rigoberta Menchu continues to live in exile under death threghts upon her return to Guatemala. She is well adapted to the life which has been handed down to her, by generations of poor and oppressed Indians. Yet when she speaks, she speaks of her beautiful culture, and of the many joys that her family had over the years, all without a trace of bitterness in her voice. Works Cited Menchu, Rigoberta. I, Rigoberta Menchu: An Indian Woman In Guatemala. London: Verso, 1984. "Guatemalans Take New Step Toward Peace." The New York Times 14 June 1996, pA4 col 2

The Use of Metaphors, Repetition of Words and Biblical References in Obama’s Speech of Inauguration Based on “Analyzing Political Discourses” Theory and Practice by Paul Chilton

The use of metaphors, repetition of words and biblical references in Obama’s speech of inauguration based on â€Å"Analyzing Political Discourses† Theory and Practice by Paul Chilton Number of Words: 2589 Introduction: Political discourses are made to impress, persuade and to underline ideas to change a country. Politicians use specialized writers to write for them their discourses or use a lot of time to write one, as political discourses are important for the future outcome. For example: To be voted by the people or explain bad situation on an adequate way so that the people don’t offended.To achieve this goal, several methods are used. But in this essay I will focus on metaphors, the repetition of specified words and the use of Biblical references, using methods given by Paul Chilton in his book â€Å"Analyzing Political Discourse, Theory and Practice†. As experimental territory I used the inaugural speech of Barrack Obama, which he used for his first c andidature to become the president of the United States of America. The Speech by Barrack Obama can be found in the Appendix. My goal is not only to see what and how he used the methods but also what goal he tried to achieve.It is important to have some background information and what the people thought of him. As for America and other parts in the world, Obama stands for a new ideology, he promises America better healthcare, the end of the War and solutions to many problems, always emphasizing that this goal can only achieved as a team/nation but does he succeed to give us this image? What tricks did he use? What is a metaphor? Metaphors are used in political discourses to replace words that the audience doesn’t want to hear or could react badly. But what is a metaphor?In literary use, a metaphor (from the Greek: metapherin rhetorical trope)[1] is defined as an indirect comparison between two or more subjects that are typically linked by a â€Å"is a† to join the two subjects. As an example we can take following sentence: † This Man is a beast â€Å". This is an elliptical form to emphasize the sentence that the Man is like a beast. Paul Chilton is the opinion that, Metaphors, qua models of political realities, as he calls them, are part of political discourses of today and used as vehicles to bring an opinion to a target. [2] We realize now that all of us speak in metaphors whether we realize it or not.For example Mark Johnson, a philosopher, suggests that metaphors not only make our thoughts more vivid and interesting but that they actually structure and individualize our perceptions and understanding such that each person has a different understanding and thoughts about a common subject. [3] Metaphor is for many people a device of poetic and rhetorical imagination and development rather than the ordinary language, which is wrong as proven above. Metaphor analysis in Barrack Obama’s Speech: In the following points I will reveal s everal metaphors Obama used and will try to reveal why he used them.But also the Biblical references used as a metaphor, or as a bridge to transfer his Ideas. 1. CHANGE IS A MOVEMENT Citation out of the Speech: 1) â€Å"Forty-four Americans have now taken the presidential oath. The words have been spoken during rising tides of prosperity and the still waters of peace. â€Å" 2) â€Å"The question we ask today is not whether our government is too big or too small, but whether it works – whether it helps families find jobs at a decent wage, care they can afford, a retirement that is dignified. Where the answer is yes, we intend to move forward. Where the answer is no, programs will end. †In the first citation â€Å"rising tides† and â€Å"still waters† are used as source domains, whereas the target domain is the word â€Å"prosperity† and â€Å"peace†. As it can be seen in the phrases: â€Å"rising tides of prosperity† and â€Å"the still waters of peace† here, the movement is a change of location (rising) or a stationary moment (still). If it involves a movement as change of location, it can be associated with the words: forward, backward, upward, downward, etc†¦ so different directions and movements. The â€Å"rising tide of prosperity† can be seen as a state of prosperity that has moved and is changing, while peace has still not changed.This movement of which Obama is talking about can also be seen as a: flow of natural force (â€Å"the rising tides†) and substance (â€Å"still waters†). In the metaphorical expression in citation 2) the part which acts as source is the phrase â€Å"We intend to move forward† and â€Å"programs will end† where Obama is talking about the ideas of the US-government to provide jobs and a better social warranty. [4] In both metaphorical expressions, I think Obama wants to tell us that all presidents of America had taken the presidenti al oath to develop America.All of their effort had the aim of raising economic development and prosperity and that all of these can only be achieved as a nation with a strong political support from the people. So, the â€Å"WE† as a nation, which he uses a lot in his speeches. 2. POLITIC IS A JOURNEY 1) This is the journey we continue today. We remain the most prosperous, powerful nation on Earth. 2) Our journey has never been one of short cuts or settling for less. It has not been the path for the faint-hearted – for those who prefer leisure to work, or seek only the pleasures of riches and fame.Rather, it has been the risk-takers, the doers, the makers of things – some celebrated but more often men and women obscure in their labor, which have carried us up the long, rugged path towards prosperity and freedom. In the metaphorical expression of the first citation the part which acts as a source domain is the phrase: â€Å"This is the journey we continue todayâ €  whereas the focus of the citation is the American Political life. By saying the sentence â€Å"This is the journey we continue today† gave me the impression that the American people are compared to travelers having a journey to a certain destination.Even though we know that politics is no journey as such but can be seen as such in a metaphorical way. In the metaphorical expression of the second citation the part that interacts as source is the phrase â€Å"Our journey has never been one of short-cuts or settling for less. It has not been the path for the faint-hearted† whereas the target is also the American political life, like in the first citation with another connotation but keeping the idea of a journey in mind. We can see that in both citations have the same idea of a journey which is given to the audience.The idea behind is that the audiences who are involved in political life are like travelers on a journey, with their common need in life seen as the goal of this journey. The political activities and relation is their vehicle used to reach the goal of common interest. [5] 3. BIBLICAL REFERANCES AS A LIFESTYLE The citations I used here are taken again in a separate chapter using the theoretical rapprochement given by Paul Chilton in part III chapter 10. 1)â€Å"We remain a young nation, but, in the words of Scripture, the time has come to set aside childish things. † 2) â€Å"Love is patient, love is kind.It does not envy, it does not boast, it is not proud. It is not rude, it is not self-seeking, it is not easily angered, it keeps no record of wrongs. Love does not delight in evil but rejoices with the truth. It always protects, always trusts, always hopes, and always perseveres. Love never fails. † In the 1st citation the source domain given is the phrase â€Å"time has come to set aside childish things† where he targets the lifestyle of the Americans. It gives the impression that the fights they had about poli tical problems are childish and that they should focus to strive a common goal.In the second citation he uses the same idea, again using a citation out of a religious text using as source domain â€Å"Love is patient, love is kind. It does not envy, it does not boast, it is not proud. It is not rude, it is not self-seeking† like before the target is the lifestyle of the Americans which Obama criticizes. It is clear that through these citations Obama tries to reason the population quoting biblical references. Comparing America with childhood and telling them that through love only, again the idea of working together, all goals can be achieved.I wont go deeper into this comparison as I will come back to it later on in the text. Frequency of words: To see what words Obama used in his speech frequently and how many times we had to know how many words are in his whole speech, which lies around 2403 words. As such I was able to give the percentage of the most used words. The word O bama laid the most emphasizes is â€Å"WE† which he used 62 times, which can be understood as his speech is about working together as a nation and is also a word used in his slogan: â€Å"Yes WE can†. Other words he used frequently are:[6] KeywordRepeatsDensity Nation 12 0,50 New 11 0,46America 9 0,37 Today 7 0,29 People 7 0,29 The repetition of these words sticks with the listeners as such the listener will always remember this words and will combine them with the discourse of Obama. As for mind manipulation it is the repetition that stays in our mind. [7]When we are learning or looking at advertisements or when we are learning a song, we always repeat them until we know them by heart. In the case of marketing the advertisements are kept easy and shown more than one so that they stick in our minds and when we have to choose between two product we will chose the one we â€Å"know† or that we can remember of.The same is in political discourses. The more often it is repeated the more we will remember them and believe them. In Obama’s case using the words Nation, New etc†¦ he tries to underline the idea of freshness in the United States and that it can only work as a NATION. As all presidents the repetition of AMERICA, motivates the American listeners and they feel directly talked to, strengthening also the bond between the people and the nation. Paul Chilton underlines in his book that discourses often use a container concept, which is created by the words used.This container ideology is divided in three structures: in interior and a exterior which are defined by a boundary which are formed in political discourses to a container- nation with political borders given by the speech. As such it is able for politicians to give the fault to others, outside of the container while securing the interior of the container. Analysis of Biblical references Apparently it is customary in American political discourse to employ biblical language[ 8], which is an inherent part of the old American public way of speaking.However, given that Obama is a non-traditional and liberal candidate for president,[9] it is even more interesting to analyze the biblical references he used and give possible explanations why used following citations for his speech. â€Å"We remain a young nation, but, in the words of Scripture, the time has come to set aside childish things. † Obama quoted here, the New Testament, 1 Corinthians 13:11, dealing with St. Paul’s letter to the church in Corinth.The goal he tried to achieve of this particular example is to also aims at the Muslim, Jewish, Hindu and non-believing Americans, to include them too into the speech, for it is a text that is usually read at wedding ceremonies and is not specified to one religion specifically, as it speaks about true love in the following manner: â€Å"Love is patient, love is kind. It does not envy, it does not boast, it is not proud. It is not rude, it is n ot self-seeking, it is not easily angered, it keeps no record of wrongs. Love does not delight in evil but rejoices with the truth. It always protects, always trusts, always hopes an always perseveres.Love never fails. † (1 Corinthians, 13:4) â€Å"When I was a child, I talked like a child, I thought like a child, I reasoned like a child. When I became a man, I put childish ways behind me. Now we see but a poor reflection as in a mirror; then we shall see face to face. Now I know in part; then I shall know fully, even as I am fully known. And now these three remain: faith, hope and love. But the greatest of these is love. † (1 Corinthians, 13:11) These Letters were written by St. Paul to the church in Corinth in the times of internal struggles and divisions in the church, and when the church was hreatened by immoral influences surrounding the community. St. Paul’s letter was a letter of criticism and implorement to the Corinthians to stop the arguing and fighting around different problems and embrace, what he called, the most important virtue: love. [10] The choice of this particular biblical reference could be perceived as Obama’s attempt to spread the ideology of love â€Å"loving thy neighbor† so that the American people can embrace a notion of racial inclusiveness and ideological diversity, necessary in the time of economic and international crises.Again we can find the idea of a â€Å"WE†. Conclusion: It is now obvious that Paul Chilton theory can be applied. We can see that it is the play together of the different methods and many more make a discourse unique and manipulative. But it is important to know in which context the discourse has been written as the context can change the words, emotions and message in a political discourse. In Obama’s speech we can find the concept of pragmatism, liberalism, inclusiveness, acceptance of religious and ethnic diversity and unity. As such the result of keywords of hi s run for presidency.This is shown by the prominent words employed by Obama: nation, new and America, and a overall dominance of the personal pronoun We understood as necessary in the time of national peril†¦ The results of the biblical references, which Paul Chilton explains as â€Å"only† way to motivate and capture America’s population, have shown that Obama’s choice of citations (quoting the Corinthians) was to strengthen the notion of unity and brotherly love among the various members of the American diverse society. As such we can see that his methods were well used and can be found by the methods of Paul Chilton.Obama stands for his candidature through his speech and ideology, world wide as a new wind for America that will rebuild and strengthen the country. And we have to remember that Obama is the first president that has been accepted as young and black person as president. Sources Primary source: Analyzing Political Discourse, Theory and Practice , Paul Chilton, Routledge, 2004 Bibliography: – Article Discourse Society January 1993 vol. 4 no. 1 7-31 : Metaphor in Political Discourse: The Case of the `Common European House' by Paul Chilton and Mikhail Ilyin Moral Imagination: Implications of Cognitive Science for Ethics, University of Chicago, 1993. Secondary Sources: – University of Louisville, Article by Judith D. Fischer: http://www. law. louisville. edu/node/2720 – Online Document, Critical Discourse Analysis by Juraj Harvath: https://docs. google. com/viewer? a=v=cache:j-4vhWbO6a8J:www. pulib. sk/elpub2/FF/Ferencik2/pdf_doc/6. pdf+=de=lu=bl=ADGEESgDn7GSv6cJcZ6acGq5vk-rpp0mNE_qyGy5vUUCMEdg4d1M9efiWLiSgl3CRzYChNf3gQkZQ-saUZib0C5oBU-XVpDkee3pDul94RL3VlIR6nWc4j-OIJTNBkD9oZuSmxh4ybhM=AHIEtbRfcX_PIha4KZfnvwVFTzxPnRNSDA – Obama, the Lion in Winter: ttp://www. exec-comms. com/blog/2009/01/20/obama-the-lion-in-winter/ -5 Speechwriting Lessons from Obama’s Inaugural Speech by Andrew Dlugan: http: //sixminutes. dlugan. com/inauguration-speech-analysis-barack-obama-inaugural/ – Online Document: A Critical Discourse Analysis of Barack Obama’s Speeches By Junling Wang: https://docs. google. com/viewer? a=v=cache:HzMPBXpzbW8J:ojs. academypublisher. com/index. php/jltr/article/download/0103254261/1807+=de=lu=bl=ADGEEShaYaCyse11UxuFQk1KY0Zb0oOh15Ng1vgnuIdLSpdkL4Ia5nqoDh1DV-aO46J-bKQV9Fyfc3mz1MrZ5VTIrAnm85bmHXzt4cJZgNLYXFeuExE4wl1-SjUvUuEWd78WR0jiI5aV=AHIEtbT3Yd_sOMwtzg1_LtcSsaQh2FbYGw – Wikipedia article about metaphors: http://en. wikipedia. org/wiki/Metaphor visited on 21 November 2012 – St Paul’s Letters: http://biblescripture. net/1Corinthians. html Apendix: The whole speech of Obama can be found on BBC: http://news. bbc. co. uk/2/hi/americas/obama_inauguration/7840646. stm ———————– [1] http://en. wikipedia. org/wiki/Metaphor, visited on 21 November 2012 [2] Paul Chilton, Analyzing politi cal discourses, Page 49 [3] Moral Imagination: Implications of Cognitive Science for Ethics, University of Chicago, 1993. 4] Obama, the Lion in Winter: http://www. exec-comms. com/blog/2009/01/20/obama-the-lion-in-winter/ [5] Paul Chilton, Analyzing political discourses, Page 51 [6] Statistics taken out of: Critical discourse analysis by Juraj Harvath (controlled by myself again) [7] A Critical Discourse Analysis of Barack Obama’s Speeches By Junling Wang [8] Paul Chilton, Analyzing political discourses, Page 174 [9] Obama, the Lion in Winter: http://www. exec-comms. com/blog/2009/01/20/obama-the-lion-in-winter/ [10] St Paul’s Letters: http://biblescripture. net/1Corinthians. html