King Lear Loyalty

Eastern and Western Perspectives on Loyalty Loyalty is a strong feeling of support and allegiance in which it is reflected upon two proclaimed movies with different setting and subplots, but possesses a similar understanding to what the writer was trying to convey. By watching Olivier’s â€Å"King Lear†, and Kurosawa’s â€Å"Ran†, the audience finds there are many themes that are portrayed throughout each movie, but the one that provides the largest impact within the plot has to be loyalty. King Lear displays the meaning of loyalty in a western approach with high class Elizabethan characters as its main cast.The second movie, Ran, is based on an eastern society with conflicting warlords who rule during a particular era. With their differences, also come their similarities. Many characters within their respective movies all share one common analogy, that one should be loyal and faithful to their master. Since the concepts of the two movies are similar, the characters and their roles would parallel each other as well. Lord Hidetora’s advocate, Tango and King Lear’s Earl, Kent have one attribute in common; that they both serve their king with devotion.The Earl of Kent’s loyalty is shown during the movie after he is banished by King Lear for opposing the idea of disowning his youngest daughter, Cordelia. Kent proves this when he disguises himself as a normal citizen, to obtain proximity with the king. Most men would leave the kingdom, never to return but Kent proves differently. Aside, Kent reveals his plan â€Å"Now, banished Kent, If thou canst serve where thou dost stand condemned, So may it come thy master, whom thou lovest, Shall find thee full of labors. † (I. iv. 24. 4) This quote explains that even though his master condemned him, he is loyal and still willing to serve King Lear.From there, he gains King Lear’s trust as â€Å"Caius† and works to aid him throughout the rest of the play. Ke nt’s honesty is also a big role when serving King Lear, since he helps the King to understand his faults about banishing Cordelia from his kingdom, acting as a voice of reason. He’s not afraid to stand up to the King, because he holds King Lear’s best interest at heart even before his own. Kent is very selfless when it comes to his relationship with King Lear, and without prompting would end his own life to continue serving his King even in the afterlife.Kent tells the Duke of Albany â€Å"I have a journey, sir, shortly to go. My master calls me. I must not say no. † (V. iii. 17. 340) Kent decides to continue serving his king and denies the request from the Duke of Albany to help revive the kingdom that King Lear once ruled. Parallel to Kent from â€Å"King Lear†, Tango from â€Å"Ran† also had a similar role as Lord Hidetora’s loyal advocate. Tango is banished from Lord Hidetora’s domain because of his negativism towards his L ord’s decision to banish Saburo, since he did not want to deceive his father like his elder brothers.Tango left Hidetora’s domain, but did not feel it was right to leave his Lord since he made a pledge to serve him, no matter the situation. Tango returns to Lord Hidetora when Hidetora is in need of food and supplies after he, himself is banished from both Taro and Jiro’s castles. Tango explains to Lord Hidetora â€Å"I, Tango Hirayama, though banished have followed my lord in disguise. Seeing how you suffer, I beg to offer you these provisions. † This quote displays that the relationship between Lord Hidetora and Kent are more than servant and Lord and that the trust between the two of them go far beyond even Lord Hidetora and his own sons.From that part in time, Tango stays with Hidetora for the remainder of the movie while they endure the agony and suffering that tie into the tragedy. The differences between the characters are the strength of their loya lty towards their masters. Kent’s perspective of loyalty is more extreme, since he is willingly to die for King Lear and follow him eternally. Kent puts his service towards his master as his top priority which is more important than his own life. Tango’s approach is more subtle, since he does not take extreme precaution when returning to his King after his banishment, but Tango still has a strong sense of loyalty.Kent and Tango’s roles within each movie are very significant towards the tragedy. It helps the audience see there are genuine characters within the movies that are not influential towards the tragedy. The loyalty that is instilled within the two characters cause a positive flexure within the tragedy; by helping eliminate the conflict more than continuing the progression towards it. Unlike the positive effect that Kent and Tango had on the plot, Oswald and Kurogane both serve their antagonistic masters, Goneril and Jiro.Oswald shows his full allegiance to Goneril; he even disobeys King Lear’s attempt to talk to his daughter during Kent’s arrival to the Goneril’s castle and denies Regan’s offer to join her side, also ripping up her letter in the process. Oswald serves Goneril with utter loyalty, but his understanding of devotion is different than a man such as Kent. Oswald explains to the Duke of Cornwall why Kent attacked him â€Å"I never gave him any, It pleased the king his master very late To strike at me upon his misconstructionWhen he, conjunct and flattering his displeasure, Tripped me behind; being down, insulted, railed, And put upon him such a deal of man That worthied him, got praises of the king For him attempting who was self-subdued. And in the fleshment of this dread exploit Drew on me here again. † (II. ii. 5. 110) The fight between Kent and Oswald is symbolic, showing a battle between good and evil. Kent’s loyalty is trustworthy but Oswald is a sycophant who attempts to wi n over people with his insincerely flattery to get what he wants, similar to his master Goneril.Kurogane is parallel to Oswald with both of them serving the main antagonists of the movies. Kurogane is very loyal to Jiro, acting as his voice of reason when Jiro becomes extremely influenced by Lady Kaede and tries to take over Lady Sue’s position as his wife. When Lady Kaede asks Jiro to slay Lady Sue and bring back her head, Kurogane comes back with a head of a statue, After finding out that Lady Sue is murdered, Kurogane tells Jiro he’s will not let Lady Kaede escape punishment â€Å"Who rules this domain,You or Lady Kaede? I pledged fealty to you, but never to her! † Similar to Oswald’s scene where he rips Regan’s paper, Kurogane kills Lady Kaede for her disobedience because he serves Jiro, displaying that his loyalty goes towards his master and no one else. There is a comparison between Kurogane and Oswald, but there are also many differences as well. Oswald seems to use flattery in order to display his loyalty towards Goneril, whereas Kurogane is honest towards Jiro and will even step up to Jiro.Oswald’s loyalty seems cowardly since he hides behind a shadow of lies and Kurogane’s loyalty is sincere and generally, more positive. Oswald and Kurogane’s roles provide influence towards the downfall of the tragic hero and create a progression towards the tragedy. Since they have a negative impact on the storyline, they help magnify the audience’s perspective on the tragedy that is yet to happen. In conclusion, the two movies contain many comparisons and contrasts that approach from two distinct cultures.The four characters; Oswald along with Kurogane and Tango along with Kent, can relate with and differ against each other. All these characters carry traits of loyalty towards their masters, while each individual can be classified as either good or evil. These characters enlighten the tragedy that both directors portrayed through the plot. Olivier’s â€Å"King Lear†, and Kurosawa’s â€Å"Ran† is comprised of multiple themes that are depicted during the films, but the theme with the most significance towards the storyline and the tragedy is loyalty. King Lear Loyalty Eastern and Western Perspectives on Loyalty Loyalty is a strong feeling of support and allegiance in which it is reflected upon two proclaimed movies with different setting and subplots, but possesses a similar understanding to what the writer was trying to convey. By watching Olivier’s â€Å"King Lear†, and Kurosawa’s â€Å"Ran†, the audience finds there are many themes that are portrayed throughout each movie, but the one that provides the largest impact within the plot has to be loyalty. King Lear displays the meaning of loyalty in a western approach with high class Elizabethan characters as its main cast.The second movie, Ran, is based on an eastern society with conflicting warlords who rule during a particular era. With their differences, also come their similarities. Many characters within their respective movies all share one common analogy, that one should be loyal and faithful to their master. Since the concepts of the two movies are similar, the characters and their roles would parallel each other as well. Lord Hidetora’s advocate, Tango and King Lear’s Earl, Kent have one attribute in common; that they both serve their king with devotion.The Earl of Kent’s loyalty is shown during the movie after he is banished by King Lear for opposing the idea of disowning his youngest daughter, Cordelia. Kent proves this when he disguises himself as a normal citizen, to obtain proximity with the king. Most men would leave the kingdom, never to return but Kent proves differently. Aside, Kent reveals his plan â€Å"Now, banished Kent, If thou canst serve where thou dost stand condemned, So may it come thy master, whom thou lovest, Shall find thee full of labors. † (I. iv. 24. 4) This quote explains that even though his master condemned him, he is loyal and still willing to serve King Lear.From there, he gains King Lear’s trust as â€Å"Caius† and works to aid him throughout the rest of the play. Ke nt’s honesty is also a big role when serving King Lear, since he helps the King to understand his faults about banishing Cordelia from his kingdom, acting as a voice of reason. He’s not afraid to stand up to the King, because he holds King Lear’s best interest at heart even before his own. Kent is very selfless when it comes to his relationship with King Lear, and without prompting would end his own life to continue serving his King even in the afterlife.Kent tells the Duke of Albany â€Å"I have a journey, sir, shortly to go. My master calls me. I must not say no. † (V. iii. 17. 340) Kent decides to continue serving his king and denies the request from the Duke of Albany to help revive the kingdom that King Lear once ruled. Parallel to Kent from â€Å"King Lear†, Tango from â€Å"Ran† also had a similar role as Lord Hidetora’s loyal advocate. Tango is banished from Lord Hidetora’s domain because of his negativism towards his L ord’s decision to banish Saburo, since he did not want to deceive his father like his elder brothers.Tango left Hidetora’s domain, but did not feel it was right to leave his Lord since he made a pledge to serve him, no matter the situation. Tango returns to Lord Hidetora when Hidetora is in need of food and supplies after he, himself is banished from both Taro and Jiro’s castles. Tango explains to Lord Hidetora â€Å"I, Tango Hirayama, though banished have followed my lord in disguise. Seeing how you suffer, I beg to offer you these provisions. † This quote displays that the relationship between Lord Hidetora and Kent are more than servant and Lord and that the trust between the two of them go far beyond even Lord Hidetora and his own sons.From that part in time, Tango stays with Hidetora for the remainder of the movie while they endure the agony and suffering that tie into the tragedy. The differences between the characters are the strength of their loya lty towards their masters. Kent’s perspective of loyalty is more extreme, since he is willingly to die for King Lear and follow him eternally. Kent puts his service towards his master as his top priority which is more important than his own life. Tango’s approach is more subtle, since he does not take extreme precaution when returning to his King after his banishment, but Tango still has a strong sense of loyalty.Kent and Tango’s roles within each movie are very significant towards the tragedy. It helps the audience see there are genuine characters within the movies that are not influential towards the tragedy. The loyalty that is instilled within the two characters cause a positive flexure within the tragedy; by helping eliminate the conflict more than continuing the progression towards it. Unlike the positive effect that Kent and Tango had on the plot, Oswald and Kurogane both serve their antagonistic masters, Goneril and Jiro.Oswald shows his full allegiance to Goneril; he even disobeys King Lear’s attempt to talk to his daughter during Kent’s arrival to the Goneril’s castle and denies Regan’s offer to join her side, also ripping up her letter in the process. Oswald serves Goneril with utter loyalty, but his understanding of devotion is different than a man such as Kent. Oswald explains to the Duke of Cornwall why Kent attacked him â€Å"I never gave him any, It pleased the king his master very late To strike at me upon his misconstructionWhen he, conjunct and flattering his displeasure, Tripped me behind; being down, insulted, railed, And put upon him such a deal of man That worthied him, got praises of the king For him attempting who was self-subdued. And in the fleshment of this dread exploit Drew on me here again. † (II. ii. 5. 110) The fight between Kent and Oswald is symbolic, showing a battle between good and evil. Kent’s loyalty is trustworthy but Oswald is a sycophant who attempts to wi n over people with his insincerely flattery to get what he wants, similar to his master Goneril.Kurogane is parallel to Oswald with both of them serving the main antagonists of the movies. Kurogane is very loyal to Jiro, acting as his voice of reason when Jiro becomes extremely influenced by Lady Kaede and tries to take over Lady Sue’s position as his wife. When Lady Kaede asks Jiro to slay Lady Sue and bring back her head, Kurogane comes back with a head of a statue, After finding out that Lady Sue is murdered, Kurogane tells Jiro he’s will not let Lady Kaede escape punishment â€Å"Who rules this domain,You or Lady Kaede? I pledged fealty to you, but never to her! † Similar to Oswald’s scene where he rips Regan’s paper, Kurogane kills Lady Kaede for her disobedience because he serves Jiro, displaying that his loyalty goes towards his master and no one else. There is a comparison between Kurogane and Oswald, but there are also many differences as well. Oswald seems to use flattery in order to display his loyalty towards Goneril, whereas Kurogane is honest towards Jiro and will even step up to Jiro.Oswald’s loyalty seems cowardly since he hides behind a shadow of lies and Kurogane’s loyalty is sincere and generally, more positive. Oswald and Kurogane’s roles provide influence towards the downfall of the tragic hero and create a progression towards the tragedy. Since they have a negative impact on the storyline, they help magnify the audience’s perspective on the tragedy that is yet to happen. In conclusion, the two movies contain many comparisons and contrasts that approach from two distinct cultures.The four characters; Oswald along with Kurogane and Tango along with Kent, can relate with and differ against each other. All these characters carry traits of loyalty towards their masters, while each individual can be classified as either good or evil. These characters enlighten the tragedy that both directors portrayed through the plot. Olivier’s â€Å"King Lear†, and Kurosawa’s â€Å"Ran† is comprised of multiple themes that are depicted during the films, but the theme with the most significance towards the storyline and the tragedy is loyalty.

Culture and Personality

Personality: Boas and Benedict According to Franz Boas, pioneer of Psychological Anthropology or the study of the relationship between culture and personality, personality is obtained thru culture and not biology. His theory called Cultural Relativism gives a comprehensive understanding of the underlying relationship between culture and personality. Boas’ student Ruth Benedict expounded the research on the effect of culture to personality through studying cultural various patterns and themes.Although she admitted that the global cultural diffusion has made the cultural patterns of civilized societies are difficult to trace, primitive societies located at the remote areas have preserved their shared personalities through their values, beliefs and rituals. When Benedict wrote her book Patterns of Culture, she mentioned her comparison of the cultural patterns of two different northern American Indian groups as well as an Indian group located off-coast of Papua New Guinea.In her s tudy, she found out that although they are from similar genetic collection, these groups have significant differences in their respective value systems. For instance, one tribe’s idea of a â€Å"good man† differentiates to that of another. Her book, The Chrysanthemum and the Sword: Patterns of Japanese Culture, included a detailed description of Japanese belief and value system as well as a hypothesis on the reason behind the actions of the Japanese during World War II. PERSONALITY: MARGARET MEAD Arguably, Margaret Mead was one of the leading anthropologists of the 20th century.Being a student of Boas, Mead extended the school’s knowledge in culture and personality as she focused from the American culture to the whole Western World. She travelled to Samoa and she found out that the societies there have uniform value systems, and thus, they share common personality traits. In the culture of Samoan tribes, it was noted that until individuals reach the age of 15- 1 6, when they are to be subjected to marital rituals, they do not have significant roles in terms of social life. In fact, children are ignored by their parents and the rest of the society until after they reach puberty.Girls are taught to see boys as their enemies. The effect of this portion of the Samoan culture is that children tend to be either aggressive to gain attention, or passive due to the lack of affection and love from their significant others. SEX? DIFFERENCES AND PERSONALITY Evolution and genetics are believed to have brought about differences in personality traits as determined by the biological sex of a person. As explained by the Theory of Sexual Selection, males compete to attract females, so men are more likely to be aggressive and competitive than women.However, nowadays we may see that more and more women become aggressive in competing against other women for a man. Our culture greatly contributes to the development of our beliefs and values. For this reason, bot h cultural psychologists and social anthropologists believe that culture affects one’s personality. In addition, gender differences also influence the personality traits a person possesses. Read more: Does culture affect our personality? – Individual Traits and Culture.

Prison Overcrowding

This paper will discuss prison overcrowding and what type of numbers have come about over the years when it comes to inmates being imprisoned. It will discuss the cost of a prisoner annually as well as the decision to add verses build when it comes to new facilities. The overcrowding in one particular prison will be touched on as well as whose responsibility it is for upkeep. It will discuss how funding plays a role in overcrowding as well as the â€Å"three strikes† rule in California and how big of an impact it has made on the prison system.Lastly, society’s choice to vote will be touched on as how large of a determining factor it is in overcrowding prisons. State and Federal Prisons housed approximately 1. 3 million inmates in the year 2000, not to mention the jails had an estimate of 600,000 as well. Ten years previous the prisons housed 700,000 inmates and jails were at about 400,000. At that rate, the population of people being incarcerated almost doubled from 1. 1 million to 1. 9 million inmates. The last count in 2008 jumped again to an astonishing 2. million imprisoned within the country (Diiulio, Jr. , J. , 2010, March). Factors that contribute to prison and jail overcrowding is that so many people are incarcerated each year, funding, upkeep of a facility, the three strikes rule and tax payers are unwilling to pass levees. One of the largest reasons prisons are overcrowded today is that it is reported that one out of every 99. 1 adults are currently in prison or jail. This is the largest number in nation’s history and seven times the inmate rate from 1973.Amazingly ninety-five percent of prisoners are released back into communities to continue living their lives. They are not thrown to the wolves; they are released â€Å"with a basic education, job training and preparation, improved pro-social pattern of thinking, adequate life/social skills, and a lowered risk for substance abuse, anger and self esteem issues† (Boehm, D. P . , & Lampert, R. O. , 2008, October). If an inmate needs continued treatment once released, they are provided the assistance and resources to make the transition as successful as possible.Even when a prisoner was on a psychotic medication when released they are hooked up with a regional mental health and substance abuse center to make their reentry as flourishing (Boehm, D. P. , & Lampert, R. O. , 2008, October). At 157 percent capacity, San Quintin State Prison, a maximum security prison is no doubt overcrowded and it costs about $49,000 each year for an adult inmate to be housed in the San Quintin State Prison (Sterngold, J. , 2008, July/August). Taxpayers are unwilling to pass levees to build facilities to house prisoners which lead to an overcrowding prison.The criminal justice system needs to have stronger sentences for crimes to deter people from offending to begin with and not release inmates early due to overcrowding. Inmates are being released early because there are not e nough beds to hold all of the criminals. In the end it leads to a higher crime rate because the inmate’s count of being released early and they are not being reformed. A way to reduce funding problems is to have inmates take care of their own facilities like they would their homes.Cleaning supplies can be handed to the inmates and it can be their job to clean the showers. It should not be the responsibility of the prison staff to keep the facility clean, the inmates should be given duties and be held accountable or forced to live in the conditions they allow for themselves. Funds should not be taken from the taxpayers to pay someone to clean up after the inmates, the taxpayers’ funds could be used for security and building to prevent additional overcrowding. The problem with many jails and prisons today is the upkeep.Most facilities today do not have the funding to build a brand new facility but what needs to happen is to make the additions and upgrades more efficient. Replacing a furnace or air conditioning system for a place a huge as a prison could be extremely time consuming and expensive especially if the newer model is not the most efficient and then has to be replaced again and again prematurely. The best way to spend the taxpayers’ money is to buy the most energy efficient and best model and not replace it as often. As the age old saying, â€Å"you get what you pay for. The same goes for other materials when doing an addition or fixing an existing structure, the administrators need to take the time to research and see what the best materials are for longevity and spend money wisely (Lucas, R. , 2009, November/December).As Robert Lucas (2009) said, â€Å"Money spent well at the beginning of a project may save the facility from spending more in the future. † Like California, many other states have the â€Å"three strikes† rule and one of every nine of the inmates who are on their third strike get 25 to life sentence (H aerens, M. , 2010, May 15). This rule contributes to the vercrowding issue which an individual is taking up more space in jails and prisons. For example, if a person is charged three times with felony drug trafficking and is convicted that would be the third offence and would serve twenty-five year to life in jail. A violent offender, like a murderer, could that the place of that individual and rot in jail and make the community safer, it is the lesser of two evils. There are many factors that contribute to prison and jail overcrowding, funding, upkeep, three strikes rule, taxpayers not wanting to pass levees and the fact that so many people each year are incarcerated.Funding can be redirected if the upgrades were made more efficiently around the prisons. To help save money, inmates can do daily duties and have responsibilities around the prison and jail grounds. The three strikes rule needs to be revised to focus on violent crimes. Tax payers need to stop complaining about criminal s in the community unless they are willing to pass the levees to build jails and prisons to lessen the likelihood of overcrowding.References Boehm, D. P. , & Lampert, R. O. (2008, October). Thinking Outside the Cell: Expanding Safety and Security Beyond the Perimeter. Corrections Today, 70 (5). p. 4-61, Retrieved from Academic Search Premier Resource Center. Diiulio, Jr. , J. (2010, March). Prison Breakout. America,202 (6). p. 11, Retrieved from Academic Search Premier Resource Center. Haerens, M. (2010, May 15). California’s â€Å"Three Strikes† Law Is Fair. † Opposing Viewpoints: Mandatory Minimum Sentencing. Detroit: Greenhaven Press, Retrieved from Opposing Viewpoints Resource Center. Lucas, R. (2009, November/December). To Build or Not To Build? American Jails,23 (5). p. 4&93, Retrieved from Criminal Justice Periodicals Index Resource Center. Sterngold, J. (2008, July/August). Worst of the Worst. Mother Jones, 33 (4). Prison Overcrowding This paper will discuss prison overcrowding and what type of numbers have come about over the years when it comes to inmates being imprisoned. It will discuss the cost of a prisoner annually as well as the decision to add verses build when it comes to new facilities. The overcrowding in one particular prison will be touched on as well as whose responsibility it is for upkeep. It will discuss how funding plays a role in overcrowding as well as the â€Å"three strikes† rule in California and how big of an impact it has made on the prison system.Lastly, society’s choice to vote will be touched on as how large of a determining factor it is in overcrowding prisons. State and Federal Prisons housed approximately 1. 3 million inmates in the year 2000, not to mention the jails had an estimate of 600,000 as well. Ten years previous the prisons housed 700,000 inmates and jails were at about 400,000. At that rate, the population of people being incarcerated almost doubled from 1. 1 million to 1. 9 million inmates. The last count in 2008 jumped again to an astonishing 2. million imprisoned within the country (Diiulio, Jr. , J. , 2010, March). Factors that contribute to prison and jail overcrowding is that so many people are incarcerated each year, funding, upkeep of a facility, the three strikes rule and tax payers are unwilling to pass levees. One of the largest reasons prisons are overcrowded today is that it is reported that one out of every 99. 1 adults are currently in prison or jail. This is the largest number in nation’s history and seven times the inmate rate from 1973.Amazingly ninety-five percent of prisoners are released back into communities to continue living their lives. They are not thrown to the wolves; they are released â€Å"with a basic education, job training and preparation, improved pro-social pattern of thinking, adequate life/social skills, and a lowered risk for substance abuse, anger and self esteem issues† (Boehm, D. P . , & Lampert, R. O. , 2008, October). If an inmate needs continued treatment once released, they are provided the assistance and resources to make the transition as successful as possible.Even when a prisoner was on a psychotic medication when released they are hooked up with a regional mental health and substance abuse center to make their reentry as flourishing (Boehm, D. P. , & Lampert, R. O. , 2008, October). At 157 percent capacity, San Quintin State Prison, a maximum security prison is no doubt overcrowded and it costs about $49,000 each year for an adult inmate to be housed in the San Quintin State Prison (Sterngold, J. , 2008, July/August). Taxpayers are unwilling to pass levees to build facilities to house prisoners which lead to an overcrowding prison.The criminal justice system needs to have stronger sentences for crimes to deter people from offending to begin with and not release inmates early due to overcrowding. Inmates are being released early because there are not e nough beds to hold all of the criminals. In the end it leads to a higher crime rate because the inmate’s count of being released early and they are not being reformed. A way to reduce funding problems is to have inmates take care of their own facilities like they would their homes.Cleaning supplies can be handed to the inmates and it can be their job to clean the showers. It should not be the responsibility of the prison staff to keep the facility clean, the inmates should be given duties and be held accountable or forced to live in the conditions they allow for themselves. Funds should not be taken from the taxpayers to pay someone to clean up after the inmates, the taxpayers’ funds could be used for security and building to prevent additional overcrowding. The problem with many jails and prisons today is the upkeep.Most facilities today do not have the funding to build a brand new facility but what needs to happen is to make the additions and upgrades more efficient. Replacing a furnace or air conditioning system for a place a huge as a prison could be extremely time consuming and expensive especially if the newer model is not the most efficient and then has to be replaced again and again prematurely. The best way to spend the taxpayers’ money is to buy the most energy efficient and best model and not replace it as often. As the age old saying, â€Å"you get what you pay for. The same goes for other materials when doing an addition or fixing an existing structure, the administrators need to take the time to research and see what the best materials are for longevity and spend money wisely (Lucas, R. , 2009, November/December).As Robert Lucas (2009) said, â€Å"Money spent well at the beginning of a project may save the facility from spending more in the future. † Like California, many other states have the â€Å"three strikes† rule and one of every nine of the inmates who are on their third strike get 25 to life sentence (H aerens, M. , 2010, May 15). This rule contributes to the vercrowding issue which an individual is taking up more space in jails and prisons. For example, if a person is charged three times with felony drug trafficking and is convicted that would be the third offence and would serve twenty-five year to life in jail. A violent offender, like a murderer, could that the place of that individual and rot in jail and make the community safer, it is the lesser of two evils. There are many factors that contribute to prison and jail overcrowding, funding, upkeep, three strikes rule, taxpayers not wanting to pass levees and the fact that so many people each year are incarcerated.Funding can be redirected if the upgrades were made more efficiently around the prisons. To help save money, inmates can do daily duties and have responsibilities around the prison and jail grounds. The three strikes rule needs to be revised to focus on violent crimes. Tax payers need to stop complaining about criminal s in the community unless they are willing to pass the levees to build jails and prisons to lessen the likelihood of overcrowding.References Boehm, D. P. , & Lampert, R. O. (2008, October). Thinking Outside the Cell: Expanding Safety and Security Beyond the Perimeter. Corrections Today, 70 (5). p. 4-61, Retrieved from Academic Search Premier Resource Center. Diiulio, Jr. , J. (2010, March). Prison Breakout. America,202 (6). p. 11, Retrieved from Academic Search Premier Resource Center. Haerens, M. (2010, May 15). California’s â€Å"Three Strikes† Law Is Fair. † Opposing Viewpoints: Mandatory Minimum Sentencing. Detroit: Greenhaven Press, Retrieved from Opposing Viewpoints Resource Center. Lucas, R. (2009, November/December). To Build or Not To Build? American Jails,23 (5). p. 4&93, Retrieved from Criminal Justice Periodicals Index Resource Center. Sterngold, J. (2008, July/August). Worst of the Worst. Mother Jones, 33 (4). Prison Overcrowding This paper will discuss prison overcrowding and what type of numbers have come about over the years when it comes to inmates being imprisoned. It will discuss the cost of a prisoner annually as well as the decision to add verses build when it comes to new facilities. The overcrowding in one particular prison will be touched on as well as whose responsibility it is for upkeep. It will discuss how funding plays a role in overcrowding as well as the â€Å"three strikes† rule in California and how big of an impact it has made on the prison system.Lastly, society’s choice to vote will be touched on as how large of a determining factor it is in overcrowding prisons. State and Federal Prisons housed approximately 1. 3 million inmates in the year 2000, not to mention the jails had an estimate of 600,000 as well. Ten years previous the prisons housed 700,000 inmates and jails were at about 400,000. At that rate, the population of people being incarcerated almost doubled from 1. 1 million to 1. 9 million inmates. The last count in 2008 jumped again to an astonishing 2. million imprisoned within the country (Diiulio, Jr. , J. , 2010, March). Factors that contribute to prison and jail overcrowding is that so many people are incarcerated each year, funding, upkeep of a facility, the three strikes rule and tax payers are unwilling to pass levees. One of the largest reasons prisons are overcrowded today is that it is reported that one out of every 99. 1 adults are currently in prison or jail. This is the largest number in nation’s history and seven times the inmate rate from 1973.Amazingly ninety-five percent of prisoners are released back into communities to continue living their lives. They are not thrown to the wolves; they are released â€Å"with a basic education, job training and preparation, improved pro-social pattern of thinking, adequate life/social skills, and a lowered risk for substance abuse, anger and self esteem issues† (Boehm, D. P . , & Lampert, R. O. , 2008, October). If an inmate needs continued treatment once released, they are provided the assistance and resources to make the transition as successful as possible.Even when a prisoner was on a psychotic medication when released they are hooked up with a regional mental health and substance abuse center to make their reentry as flourishing (Boehm, D. P. , & Lampert, R. O. , 2008, October). At 157 percent capacity, San Quintin State Prison, a maximum security prison is no doubt overcrowded and it costs about $49,000 each year for an adult inmate to be housed in the San Quintin State Prison (Sterngold, J. , 2008, July/August). Taxpayers are unwilling to pass levees to build facilities to house prisoners which lead to an overcrowding prison.The criminal justice system needs to have stronger sentences for crimes to deter people from offending to begin with and not release inmates early due to overcrowding. Inmates are being released early because there are not e nough beds to hold all of the criminals. In the end it leads to a higher crime rate because the inmate’s count of being released early and they are not being reformed. A way to reduce funding problems is to have inmates take care of their own facilities like they would their homes.Cleaning supplies can be handed to the inmates and it can be their job to clean the showers. It should not be the responsibility of the prison staff to keep the facility clean, the inmates should be given duties and be held accountable or forced to live in the conditions they allow for themselves. Funds should not be taken from the taxpayers to pay someone to clean up after the inmates, the taxpayers’ funds could be used for security and building to prevent additional overcrowding. The problem with many jails and prisons today is the upkeep.Most facilities today do not have the funding to build a brand new facility but what needs to happen is to make the additions and upgrades more efficient. Replacing a furnace or air conditioning system for a place a huge as a prison could be extremely time consuming and expensive especially if the newer model is not the most efficient and then has to be replaced again and again prematurely. The best way to spend the taxpayers’ money is to buy the most energy efficient and best model and not replace it as often. As the age old saying, â€Å"you get what you pay for. The same goes for other materials when doing an addition or fixing an existing structure, the administrators need to take the time to research and see what the best materials are for longevity and spend money wisely (Lucas, R. , 2009, November/December).As Robert Lucas (2009) said, â€Å"Money spent well at the beginning of a project may save the facility from spending more in the future. † Like California, many other states have the â€Å"three strikes† rule and one of every nine of the inmates who are on their third strike get 25 to life sentence (H aerens, M. , 2010, May 15). This rule contributes to the vercrowding issue which an individual is taking up more space in jails and prisons. For example, if a person is charged three times with felony drug trafficking and is convicted that would be the third offence and would serve twenty-five year to life in jail. A violent offender, like a murderer, could that the place of that individual and rot in jail and make the community safer, it is the lesser of two evils. There are many factors that contribute to prison and jail overcrowding, funding, upkeep, three strikes rule, taxpayers not wanting to pass levees and the fact that so many people each year are incarcerated.Funding can be redirected if the upgrades were made more efficiently around the prisons. To help save money, inmates can do daily duties and have responsibilities around the prison and jail grounds. The three strikes rule needs to be revised to focus on violent crimes. Tax payers need to stop complaining about criminal s in the community unless they are willing to pass the levees to build jails and prisons to lessen the likelihood of overcrowding.References Boehm, D. P. , & Lampert, R. O. (2008, October). Thinking Outside the Cell: Expanding Safety and Security Beyond the Perimeter. Corrections Today, 70 (5). p. 4-61, Retrieved from Academic Search Premier Resource Center. Diiulio, Jr. , J. (2010, March). Prison Breakout. America,202 (6). p. 11, Retrieved from Academic Search Premier Resource Center. Haerens, M. (2010, May 15). California’s â€Å"Three Strikes† Law Is Fair. † Opposing Viewpoints: Mandatory Minimum Sentencing. Detroit: Greenhaven Press, Retrieved from Opposing Viewpoints Resource Center. Lucas, R. (2009, November/December). To Build or Not To Build? American Jails,23 (5). p. 4&93, Retrieved from Criminal Justice Periodicals Index Resource Center. Sterngold, J. (2008, July/August). Worst of the Worst. Mother Jones, 33 (4).

Discussion Movie Review Example | Topics and Well Written Essays - 500 words - 6

Discussion - Movie Review Example In color science and art, Seurat had great interest in dividing color into its components. Seurat understood that mixing colors would be imperative in producing natural colors. The idea of mixing colors relates to an optical mixture of technique that have the capability of producing original color of natural objects. Seurat achieved optical mixture by designing sketches that he finally used in painting the final picture. Sunday on La Grande Jatte art represents the impression of Seurat painting style. The art has an illusion of space through, which Seurat carefully manages between his objects in the art. Receding diagonal line within the art depicts illusion of space within Seurat paintings (Smarthistory 3:20). In addition, Seurat art represents classical, traditional painting with alternating shadows and light that gives the illusion of space. However, Seurat’s painting style represents ambiguity of class and time that existed in France. Ambiguity in Seurat’s painting of Sunday on La Grande Jatte was his idea to mix various social classes within the same art. Mixed class in the art results from the difference in quality of clothes (5:30). In addition, Seurat’s painting was different from what other artists believed in mainly due to his objects that never interacted within the art (Smarthistory 6:00). However, the classical and monumental nature of Seurat’s Sunday on La Grande Jatte painting received support from various artists and viewers. Sleuth discusses Van Gogh paintings, his life, and presumed madness in the art. The discussion presents Van Gogh’s art in three main parts. The first part of the discussion explores whether the art represents spontaneous product of madness. Van Gogh’s night landscape dates from 1889 when astronomy attracted enthusiasm. Spiral nature of the sky in Van Gogh’s starry night resembles a factual nebular as outlined in ancient

Tech Article Essay Example | Topics and Well Written Essays - 250 words - 2

Tech Article - Essay Example This technology is really unique because the software can recognize only the user’s voice, even if there are some background noises. Although some mobile phones have such functions such as voice commands, being able to dictate notes is a novel idea that provides a lot of convenience. People can take down notes even while driving, which usually happens. The technology is already being used by medical encoders because it makes the work much efficient and prevents repetitive stress injury on their hand/wrist. This technology has potential applications in various settings. In schools, ESL learners can become aware of their pronunciation by using this technology. They can dictate their notes and see if the computer can properly recognize the word. In BPO services, writers can use this technology, which can prevent them from developing musculoskeletal disorders in their wrist or forearm. Scientists or researchers can use this to dictate observations and have them printed immediately . Indeed, speech to text applications would definitely be used in many ways by different industries, whether for scientific, operations, or entertainment in the coming years. References Misel, Eli. "Android Apps: Speech to Text."Â  Find Health, Education, Science & Technology Articles, Reviews, How-To and Tech Tips At Bright Hub - Apply To Be A Writer Today!. BrightHUb, 13 Sept. 2010. Web. 29 Mar. 2011.

Debate Reflections Personal Statement Example | Topics and Well Written Essays - 500 words

Debate Reflections - Personal Statement Example DuBois on the other hand, recognizes that with education, comes potential. What would DuBois say looking at Barak Obama today He would say that Obama was the embodiment of his teachings. Indeed he would be correct. While it is true that Obama like DuBois was light skinned, I think that the notion that the shading of skin being relevant in this day and age is somewhat foolish. Agreeing with the skeptics simply adds to argument offered by Washington. While I don't believe that Washington was trying to marginalize African Americans, his premise does. Man is not valued for his physical labor. To follow Washington is to believe that black people have a mule's value and that is frankly, insulting. I was quite proud to be publicly performing my activity. My hope was the same as my concernwill my audience get the message behind the rap I think that the measure of my success is watching the reaction of people as they hear me. I look to see in their eyes, far more than a vacant stare. I want the vacancy to be replaced with knowledge and just maybe some enlightenment which leads always to inspiration. I spoke from the street which is where so many of us come from. The street is a place where you survive based on your own wisdom.

Should all father's be given parental responsibility automatically by Essay

Should all father's be given parental responsibility automatically by the law - Essay Example This is quite unfair to the father. As it stands, the law can be said to be wanting for various reasons. The number of births outside marriage continues to grow as a fraction of the total number of births. In 1996, the Lord Chancellor's department figures showed that 35.8% of births on UK were outside marriage, of which 58% indicated both parents living together (Townsend and Baker 1998). This shows an active continued participation of the father in the life of both the mother and the child. As well it is a clear indication of a significant number of mothers holding no reservations to the fathers' participation in their lives, prescribing that of their children (Anne and Probert 2004). Two principal means by which fathers acquire parental responsibility are parental responsibility agreement with the mother,( and registering it with the principle registrar of the family division), and parental responsibility orders. Looking at both, the figures show that a very small percentage of the parents has pursued these means. In 1996, despite registering 232,663 births outside of marriage, only 5,587 parental responsibility orders were given by the courts and a meager 3,000 parental responsibility agreements were registered. ... This is not necessarily a show of lack of concern on the unmarried fathers part. Instead, it brings to light the common assumption that living together outside of marriage grants one common rights before the law. The long judicial processes are in any case, not ideal for anyone. Granting automatic parental rights would go along way in ensuring that these fathers do not have to worry about the long judicial processes but take up their roles as they ought as early as possible. Otherwise, they might continue to avoid the imagined or real humiliation and intimidation in the court or getting an attorney to help them in the signing of the agreement (Lewi Gatvitz and Clarke). Without a doubt, generally categorizing all unmarried fathers as irresponsible or as being of questionable character as the law currently does, as deceptive a heuristic as it is dangerous. It is deceptive because unmarried fathers are just a small representation of what the society is. If we pick married fathers or unmarried mothers or married mothers as other representations of the society, then we will find that there are also men or women who conduct themselves poorly within them. Marital status does not automatically mean a certain character, good or bad (Townsend and Baker 1998). The law should be the first to reflect this reality. If this was the attitude in law then automatic parental responsibility would smell closer for the unmarried fathers (Townsend and Baker 1998). The discrimination due to marital status would end too. Fathers have both a practical and a symbolic significance to the lives of children. To enable them be more effective fathers, the law should seem to acknowledge the importance of the father-child bond. By denying unmarried fathers parental responsibility, they are also

French System and the Modern Diplomacy Term Paper

French System and the Modern Diplomacy - Term Paper Example This paper will highlight the characteristics of the French system beginning with the Napoleon era and elaborate how modern diplomacy developed. This paper will highlight the Machiavellian concept of diplomacy, its application in the French system and the 21st century diplomacy. In addition, the paper will discuss the differences between the French diplomacy and the 21st century diplomacy. Machiavelli was the first in history to indulge in negotiations that led to agreements between his republic and other regions. His later works on how different powers could extend their influence to other regions and territories are the basis of the diplomacy adopted in the Renaissance Period. This system passed down to the states of Italy and France. History reveals that there was a form of embassy existing in France in the early 1535 (Berridge 105). The embassy was a representation of the Sultan of the Ottoman Empire. During that time, France was under the rule of a Christian king. Later, the def inition of the embassy changed, as nations adopted new definitions of diplomacy. With time, the embassies became immune residential areas. Immunity implied that the representatives were not subject to the laws of the regions they were residing. During this time, there was a continuity system. In addition, there was intense secrecy in the diplomacy. The proceedings and activities of the embassy remained hidden. In the majority of the negotiations, the people remained in the dark concerning any proceedings. The people could neither learn about the outcomes of any ongoing negotiations nor understand the proceedings. Secrecy involved keeping some or all the details under cover (Berridge 106). Secrecy was a crucial aspect because in any form of negotiations compromise was compulsory. The two parties on the negotiation table had to incur losses. Each side formulated its set of demands before the negotiation. For the other party to grant these demands, the party had to pay a price. If the information concerning the negotiations reached the people or other government agents, they could hinder paying of the price. Handling these matters in discretion and secrecy proved to be the only viable tactics (Berridge 107). The French diplomacy system of the early times was very ceremonial. The ambassadors, who acted as formal representatives of the highest power, had great responsibility in the negotiation process. The procedure carried its effects from the renaissance period. The influence of the French diplomacy from the Renaissance Era made it unique. Complicated ceremonies became part of the negotiation protocol as binding factors of the agreements. Having a guiding protocol in place ensured that each meeting of the parties focused on the agendas rather than on debating about the effective procedures. The protocol usually highlighted the sitting arrangements of both parties and elaborated other necessities such as the guidelines of signatures (Berridge 108). Earlier in 1504 , the Pope had laid out a precedence scheme. However, in 1815 the Vienna Congress made it invalid and set out a new order. The new scheme involved taking ranks in accordance to the time of the persons’ formal notifications and period of service at the capital. Other authors highlight that the French emphasized the value of honesty in all negotiation fronts. They believed that diplomacy based on deceit and trickery could not achieve its purpose of reconciling two parties with a fair

Article critique Essay Example | Topics and Well Written Essays - 500 words

Article critique - Essay Example Paragraphs are used to structure the arguments and to give a sequence to each point made. The language is quite concise and simple to understand. Not all important terms have been clearly defined. There is some assumption on the part of the author that the reader of the text is already familiar with the subject of Islamic tradition and culture to some extent. For example, terms such as ‘Sharia law’ and Gallup poll’ are not clearly explained but are used within the text. These terms are quite specific and require elaboration for those unfamiliar with such terminology. There is sufficient evidence for the arguments. Each point is very well backed up by reference to existing laws, literature, examples, quotations and arguments for powerful individuals in the field and supporting evidence of all kinds. Yes the arguments support the main point as they are highly relevant to the subject matter. By arguing and highlighting various differences in Muslim men’s and women’s rights under Islamic law and offering examples, this supports the overall claim that there is an injustice in this area which needs to be addressed. The text is appropriate for the intended audience for the most part. It offers a basic summary of the issue with some background and historical and political context and it is explained in a clear and structured way. However, there is room for improvement in that some terms should be more clearly explained. To an extent, the text helps me to understand the subject. It gives a background and societal context to the argument which is very helpful and it offers case studies and examples to highlight the points. In this way, it is quite simple to comprehend. One particular sentence evoked a strong response from me; â€Å"In the United States, many Muslim girls and women choose to wear hijab†. I found this sentence to be very surprising. The author states this sentence in the first paragraph immediately after

Environmental management article Essay Example | Topics and Well Written Essays - 250 words

Environmental management article - Essay Example State agencies have a lot bureaucratic approaches to water resource conservation issues. From litigation to legislation, the bureaucracy has failed to solve the water needs of the residents. CALFED complements these structures in a way that simplifies accessibility and management of water resources. While governmental agencies and other non-governmental stakeholders battled out in courts and state senate about their overlapping mandates that make them clash, CALFED initiated innovative practices that adaptively transformed the management of water resources. It brought new insights about complex adaptive thinking that can be used to make governance more lithe and perceptive to the needs of people (Booher & Innes, 2010). The dynamisms of this century bring issues that have overwhelmed the traditional government structures. Most of the decision-making processes are adversarial in a manner that emphasizes on interest representations. With these challenges, adaptive complex thinking is the best way forward in any solution seeking society or organization. The style is more flexible thus providing specific solutions to specific problems. According to CALFED’s success story, there are five main features can define the Complex adaptive systems in any setting (Booher & Innes, 2010). They include a large number of interconnected agents, dynamic interactions with vast exchange of information, non-linear interactions, an open system behavior, and resilient system that maintains viability and is sustainably

Critique article Research Paper Example | Topics and Well Written Essays - 500 words

Critique article - Research Paper Example In addition, it should not have generalized respiratory therapists and nurses because the study is confined to a limited population and the sampling method cannot be considered representative of the universal population. Nonetheless to focus on prevention of ventilator-associated Pneumonia is clear. The introductory section is clear, concise and informative. It successfully established the subject of the study and explained its objectives and significance. Of, particular importance are the empirical evidences that built the case for the research hypothesis and the research framework. The section reviewing previous literature on the research subject is practically non-existent. Prior studies were cited but in a very sweeping manner and only served to support points made in the Introduction section. Some previous studies were cited such as the survey among French and Canadian ICU directors on VAP adherence and the work of van Nieuwenhoven et al. (2006), which addressed clinical applicability of prevention measures. But the details are not sufficient to establish a gap that the article could fill and develop a research framework accordingly. The methods section did not specify an overarching methodology that could have outlined a clear research framework or effectively defined research concepts. If there is, it should have been clearly identified. Instead, the paper - in the methodology section - merely talked about the process without even citing how such processes came to be. This aspect highlights the most critical flaw of the study. Like the manner by which the methodology was written, the data gathering process was similarly unsystematic. The researchers merely created a survey and distributed the questionnaires without attempting to design a scientific sampling procedure. The same can be said about the content of the questionnaire and consequently the type of data gathered. Based on these parameters, the researchers were able

The Junk Box by Edgar Guest Essay Example for Free

The Junk Box by Edgar Guest Essay The message that I understood after reading the poem â€Å"The Junk Box† by Edgar Guest was that all men are good for something.   I felt that the poet was trying to relay the caring message that just because we might not need someone at a certain time, we shouldn’t just dispose of them.   There are instances when we need a shoulder to cry on and there may be that one person that you feel will be there for you and you could call on them to say I need you.    If we had previously tossed that special person out of our lives, it would be next to impossible to have them come that close in order for you to cry on their shoulder.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Edgar Guest communicated his poem through rhyme.   Every last word of his sentences sounded like the other in rhyme form, earth, birth and worth.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   â€Å"A human junk box is this earth,   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   and into it we’re tossed at birth,   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   to wait the day we’ll be of worth.†Ã‚   (The Junk Box; Edgar Guest)   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   I felt that the poet was extremely effective in delivering his message.   He was very clear in his writing and I got the message, immediately.   It seemed like a simple poem, but one that had so much information and meaning that even a child could understand the message he conveyed.   I will probably never forget this sweet poem because of its simplicity and because I sincerely did agree with the poet, Edgar Guest that people are always worth keeping and not tossing away, even if we don’t realize that we need them   at a certain the time! Reference (The Junk Box by Edgar Guest)

Analysis Of Britannia Industries Limited Marketing Essay

Analysis Of Britannia Industries Limited Marketing Essay An Analysis On The External Factors Affecting The Company And The Role And Importance Of Stakeholders Britannia Industries Limited (BIL), formerly known as Britannia, was established in the year 1892. Britannias business was flourishing. In 1910, Britannia mechanized its operations, and in 1921, it became the first company east of the Suez Canal to use gas ovens. In 1979 it was renamed to Britannia Industries Limited, with an Indian shareholding of more than 60%. After few years, in 1997, Britannia made its debut in the dairy products market. Britannia is not only known for the quality of its products but also for the innovative approach towards them and the marketing. In 2002, Britannias New Business Division formed a joint venture with Fonterra, the worlds second largest Dairy Company, and Britannia New Zealand Foods Pvt. Ltd. was born. Britannia was rated One amongst the Top 200 Small Companies in the World (200 Companies for 2002 (2002) Forbes.com) and was awarded The Economic Times as The Second Most Indias Trusted Brands (Dettol is most trusted brand (2002) The Times of India ). Britannias market is not only limited to India but also extends to few countries in Middle East, Seychelles, Singapore, Ghana and USA. Today, the company is operations extend from manufacturing bakery products like biscuits and breads to the production of dairy products like cheese and butter. Aim of the Report To analyse the macro and micro external environment with the help of tools like PESTEL and Porters Five Forces respectively. To role of stakeholders and the importance of stakeholders in influencing the strategies with reference to Corporate Social Responsibilities. Macro External Environment Analysis Macro external environment here includes the factors such as issues related to politics, economical reforms and achievements, social behaviour, technological enhancements and inventions, environmental changes and environmental concerns and legislation and legislative changes. All these factors bear a significant effect on any industry and business. A business has take into consideration all such effects and then formulate its strategies and policies to work along with them and prosper. PESTEL analysis tool helps in determining the effect of all such factors on an industry and businesses. With the help of PESTEL analysis we will be seeing the affects of such factors on Indian Bakery and Dairy Industry. PESTEL analysis is a technique for identifying and listing the political, economic, social, technological, environmental and legal factors in the general environment most relevant to an organisation. (Boddy, D (2005). Management An Intoduction. 3rd ed. UK: Pearson Education. 88.) Type of Factors Effecting Factors Political Economical Social Technological Environmental Exemption on Customs on Sugar Raw Material Import Shortage of Milk Need for Healthy Eating Habits Cloning of Livestock Change in the Climatic Conditions VAT on Biscuits Rise in Sugar Production and Duty Free Sugar Imports Problems with Cloned Livestock New Age Packaging Removal of Import Duty on Dairy Products Globalization Incentives to Build Cold Storage Facilities Requirement for Logistics Political Exemption on Customs Duty on Sugar Raw Material Import Due to the shortage in the production of sugar the deadline for the exemption on customs duty on raw sugar imports has been extended by the government to April 1, 2011 (Dey, A Jha, Dilip K (2010) Duty-free sugar imports extended till April 2011, Business Standard). Since sugar is a major input in the bakery, the price of sugar highly influences the price of inputs of the bakery industry. Exemption on customs duty will help in purchasing sugar at lower cost, which in turn will control the cost of production. VAT on Biscuits The VAT of 12.5% on Biscuits, being the only processed food item to attract such high VAT rates, will affect the pricing of the product (Bhushan, R (2009) Biscuit prices to rise by 10%, The Economic Times). Price of the biscuits might need to be increased due to the high VAT rates which may result in switch of brands due to the highly competitive market. Removal of Import Duty on Dairy Products The whole-sale price based inflation indicates that the milk prices have moved up by 14.73% over the last year. Worried about the rising prices government announced the removal of duty on Skimmed Milk Powder (SMP) and other dairy products (Govt removes import duty on dairy products (2010), Business Standard). The imports at cheaper rate would help in reduce the cost factor for dairy products. Incentives to Build Cold Storage Facilities Wastage of food items due to lack of cold storage facilities lead to a loss of Rs. 500 billion every year. The government announces schemes and incentives to attract investments in cold storage warehousing (Union Budget 2010: Cold-storage incentives to attract fresh funds (2010), The Economic Times). Increase in the number of cold storage facilities would help in preserving products better and reduce the wastage cost. Economical Shortage of Milk Even though the milk production has risen by 4.6% compound annual average growth rate, it still cannot match up with the increasing demand. The demand for milk has been growing at a faster rate than the growth rate of milk production resulting in the shortage of milk supply (Milk output would stagnate (2010) The Economic Times).   India cannot meet its expected demand if the demand and supply rise at the same rate. For the same the reason, the milk prices are on a constant rise. Price of milk increased by 12.6% to 13.6% (Goyal, K (2010) Indias Food-Price Inflation Holds Near 11-Year High- Business Week). This can cause an increase in the input cost for the dairy products and which in turn can lead to hike in price or lower profit margins. If the company increases the price of its products, it may affect the sales as it might lose on consumers. Rise in Sugar Production and Duty Free Sugar Imports The total sugar production in the first six months ending September 2010 is expected to be 22% more than the output in the unchanged phase last season, the total production expected is at 16.7 million (Press Trust India (PTI) (2010) Sugar output rises 22% in first half of 2009-10, Business Standard). Due to the shortage in the production of sugar the deadline for the exemption on customs duty on raw sugar imports has been extended by the government to April 1, 2011 (Dey, A Jha, Dilip K (2010) Duty-free sugar imports extended till April 2011, Business Standard). The increase in sugar production and the duty exemption on raw sugar can help in purchasing sugar at lower prices and this in turn can help in producing goods at lower prices. Globalization Globalization a universal phenomenon is affecting each and every industry. The world is coming closer, the communication gap is closing and the businesses are going global. This can serve as an opportunity to expand the business to a global level but on the other hand there is a threat of new entrants from international market. Requirements for Logistics Logistics in India suffer due to the poor infrastructure and other limitations. There is a high demand for sophisticated third party logistics so the domestic logistics service providers are trying to improve their service. International participation is also expected in the logistics industry (Pandey, S Basu, A (2010) Logistics cos ramp up supply chain to meet rising demand, The Economic Times). Sophiscticated logistics system will help in proper supply chain management and on time delivery of goods, which help in maintaining the shelf life of goods on meeting the demand on time. Social Need for Healthy Eating Habits Studies say that Indians are more prone to Coronary Artery Disease (CAD), which is the major independent risk factor causing Cardiovascular diseases, due to the smaller calibred arteries found in Indians (Isalkar, U (2009) Indians more prone to heart disease, The Times of India). This suggests that Indians should move towards more healthy food and diet. This could be a new area to explore for Britannia with its new health associated products like Nuti-Choice biscuits and Actimind flavoured milk. Problems with Cloned Livestock Cloned animals are supposed to be suffering from large-offspring syndrome. The mother cows face a problem in giving birth to the cloned animals as they are larger than normal. Also these cloned animals suffer from health issues (Gogoi, P (2007) The case against cloning, BusinessWeek). It is morally wrong to clone animals as they cause problems to the mother during the birth and moreover the cloned livestock suffer from health issues which might make unsafe to consume the produce from them. Technological Cloning of Livestock India, a late entrant in cloning research, is now moving with a great pace in cloning technology. Hand guided cloning technique, a technique very different from the conservative cloning practice has been a successful venture (Mahalakshmi, BV Chowdhary, S (2009) Cloning Glory, The Financial Express). New Age Packaging The new packaging systems help in protecting food from micro-organisms by creating shelter layer. It uses new technologies like oxygen scavenging function, atmosphere control, biodegrability etc. and is low cost (Han, J Packaging Innovations, Bakers Journal). The packaging technology helps in preserving food for longer by protecting them from micro-organisms with the help of new technologies, thus resulting in longer shelf life of the food. The advantage of low cost packing and longer shelf life could be very beneficial for the company in increasing its profit margin. Environmental Change in the Climatic Conditions Climate plays an important role in the agriculture process. The change in the rainfall pattern has been a matter of concern now in India. The agriculture sector in areas which are monsoon dependent suffered badly due to the change in the rainfall pattern. The sector suffered a huge loss in terms of total output (Bhosale, J (2009) Farmers worried over climate disturbances, The Economic Times). The loss in crop will affect the input supply and this might delay or cause problems in the production. So the industry might not be able to meet the demands resulting in the loss of customers. Legal Raising the Norms for the Probiotic Food There is a need for setting the standards for probiotic food. Clinical tests should be conducted on the probiotic foods before they could reach the market for sale. The Indian Council of Medical and Research has submitted the proposal for the same to the government (Das, S (2009) Probiotic food likely to come under clinical trial ambit, The Financial Express).  Strict norms will help in raising the quality standards but on the other hand the cost and time of production might subsequently increase. Micro External Environment Analysis Factors that influence the micro external environment are Competitor Rivalry, Threat of New Entrants, Threat of Substitutes, Buyers Power and Suppliers Power. These factors play a vital role in determining the current situation of the business and to plan strategies accordingly. With the help Porters Five Forces we will be analysing these factors and their immediate effect on the company. Five forces analysis is a technique for identifying and listing those aspects of the five forces most relevant to the profitability of an organisation at that time. (Boddy, D (2005). Management An Intoduction. 3rd ed. UK: Pearson Education. 83.) Competitor Rivalry: BIL has a market share of 38% and has been growing at 27%, compared to the industry growth rate of 20% (Saxena, R (2007) Battle-scarred Britannia on expansion spree, Business Standard) and has many competitors based on the nature of product. Parle and ITC (Sunfeast) pose a great competition to BIL (Biscuit Industry: India (2010), Market Research India). BIL earning major of its income from the biscuits (Britannia Annual Report 2007-08 (2008)), and Parle and ITC are the other major players in biscuit market. BIL is also into the production of dairy products, where the two major players in market are Amul and Nestle. Amul is the leader in the dairy industry. There is also a high level of competition from the unorganised baking sector. Overall rivalry is high. Threat of New Entrants: The entry on a small scale dairy industry and in the unorganised baking sector is easy. But on the other hand to enter the large scale dairy industry and organised baking sector a huge amount of investment is required in terms acquiring assets and to establish supply and distribution chains. Government regulations pertaining to food norms and others may also seem to be unattractive. Looking at the latest trends, the bakery industry is expected to earn huge revenues which might attract new entrants (Vijay, N (2008) Indian Bakery sector foresees high growth and increasing interest in product offering, FnBNews.com). So the threat of new entrants is moderate. Threat of Substitutes: Savoury snacks, crisps, cereals, fruits and other fast food can be substituted for biscuits. Dairy products are dubious to be replacing with other products as they key ingredients of majority of peoples diet. So the threat is a very moderate threat of substitutes. Buyers Power: The buyers of these products could be a retailer or the consumer. Both the dairy and bakery industry are price sensitive, so a little increase in price might lead the consumer to shift other brand or product. So the buyers power is calculated to be very strong. Suppliers Power: The major supplies for a bakery industry include wheat, sugar and other agriculture products. And the major supplies for dairy products are milk. Its difficult to bargain with the suppliers of the above mentioned inputs as the price of these inputs is majorly influenced by the production of these inputs. The prices tend to be high as the demand for these products is rising at much faster rate than supply. The secondary supplies include the packaging material. The secondary supplies can be easily substituted with the low-cost ones to save on cost. Overall the suppliers power is assessed to be moderate. Conclusion of Five Forces Analysis: There is an existence of major players in the market with a moderate level of threat of new entrants and substitutes. The suppliers power is moderate but the buyers power is measured to be strong. So the rivalry is suggested to be high. Stakeholders and Corporate Social Responsibilities (CSR) Freedman (1984) defines a stakeholder as any individual or group who can affect, or is affected by, the achievement of the organisations objectives. Further in addition to that, Clarkson (1995), stated that the government and the other communities that effect the working of the business and the market also form as a part of stakeholders. Stakeholders, except the employees, have a high power over the strategic change ideas (Hayes, J (2007). The Theory and Practice of Change Management. 2nd ed. UK: Palgrave Macmillan. 153). Internal Stakeholders The internal stakeholders are the ones associated with the company internally. For BIL its internal stakeholders would be: The Shareholders The Board of Directors, and The Employees Currently, nearly 51% of shares are held by Corporate Bodies and the rest 49% is held by the public (Statement showing shareholding pattern (2009), Britannia Industries Limited). The board consists of 11 members (Company Overview, Britannia Industries Limited) and employees nearly 2000 people (Britannia Industries Ltd. Overview, MarketLine). External Stakeholders The external stakeholders are the ones who are not immediately associated with company but influence the decision making of the company. To BIL the external stakeholders are as follows: Customers Suppliers Contractors Government Regulatory Agenices (like Food Safety and Standards Authority of India, etc.), and Society Britannia being the leader in the baker industry of India has a huge amount of customers to cater. Britannia has to keep up the tastes and quality preferences of its customers. The government plays an important in influencing the market by creating and changing the policies. BIL has to adhere to the rules and regulations formulated by the regulatory agencies. The suppliers and contractors form an important part of a business. Britannia completely relies on its suppliers and contractors for its raw materials. Corporate Social Responsibility (CSR) For years corporate entities followed the practice of providing goods and services and maximizing wealth. But the trends have changed over the period of years. The companies are now expected to be more socially responsible. The company now has to be responsible to the stakeholders, society and environment. They are expected to pay back to the environment and society for all the affects that are caused due to its operations (Idowu, S Filho, W (2009) Global Practices of Corporate Social Responsibility. Berlin: Springer. 1-2). BIL believes in working with the society and the culture. It gives a premier importance to the nation and its policies. It believes in being a good corporate citizen by not just adhering to the rules and regulations but also by helping the community to improve the quality of life. BIL involves itself in initiating and providing support to community health and family welfare, water management, vocational training, educating people and encouraging the application of modern techniques and technologies. BIL believes in ethical behaviour (Code of Conduct, Britannia Industries Limited). BIL is taking steps toward conserving the environment by employing new process and upgrading the technology. It is trying to reduce its carbon footprints by recycling the waste heat. It has now filed for carbon reduction benefits (Britannia Annual Report 2007-08 (2008)). BIL has taken steps towards helping the society by joining the nutrition program with Global Alliance for Improved Nutrition (GAIN) and the Nandi Foundation. Along with these organisations BIL will is providing mid-day meals in schools and provide nutrition to the deprived (Britannia Annual Report 2007-08 (2008)).

Comparison of Chinese and Western Advertising

Comparison of Chinese and Western Advertising Advertising is not only an economic phenomenon, but also a cultural phenomenon, which is a kaleidoscope, the reflection of social culture. Linguists Wallace called the ads as the most culturally characterized social language among all the discourses. Culture is a compound entirety, and every community has its own unique culture. And language is an important part of culture, which mirrors the history and cultural background of a country, as well as contains the nations life style and thinking style. That is to say, the development of language has accumulated abundant culture, the writing of which reflects the most profound connotation of culture. Thus, as a part of language, inevitably, advertisement language can be influenced by culture. This thesis researches into the cultural differences between China and western countries reflected in advertising language, in order to make communication between China and western counties much easier. [Key Words] Advertisement; Cultural Differences; Values; National Trait I. Introduction In the age of information, advertising has become an important source of information for modern life. With the globalization of the economy, advertising is becoming a worldwide commercial activity nowadays. As different kinds of culture conflicted with each other, any commercial advertising can not only operate in the information conveying commodities, but also have a mission of cultural dissemination. Different cultural backgrounds, different values breed different advertising creativity. The study is attempted to explore the cultural differences between China and western countries through various examples, with the purpose of getting better understanding of the developing trend of advertising both at home and abroad. Language is the mirror and reflection of culture. As a special kind of expression of language, advertisement, with no doubt, cant be separated from language. Therefore, it was born with a deep print of culture inevitably. As for the cultural differences, a number of scholars have tried to explain it in different aspects. In the past on the study of cultural differences in advertising, people tended to pick the perspective of linguistics, focusing on the vocabulary, syntax and rhetoric identity, but it is not limited to language but rather a cultural phenomenon. Many academics are trying to explore cultural differences in advertisement between China and western countries. The Dutch scholar G Hofstede who took three dimensions to analyze East-West cultural differences: individualism and collectivism self-reference and ethnocentricity, color signs and symbols, were more successful. Many Chinese scholars also did some research from a variety of angles in this area, such as Niu Xiaojuan, Xu Dezhen and so on. On the basis of the formers, the author collected a large number of materials, trying to discuss cultural differences in advertisement between China and western countries. Advertisement is part of culture. Culture includes philosophy, thinking, behavior, cultural psychology, ethics, customs, traditions and religious beliefs of history, and so on. The author have read a lot of books and collected a large number of materials concerning this study. Herein the author only chooses some aspects of culture to analyze and explore the differences between China and western countries. II. Definitions of Culture Advertisement 2.1 Culture Culture, a hot issue at home and abroad, is a very complicated, multidimensional, and nonrepresentational subject. According to the definition from The Cambridge Encyclopedia of Language (Crystal, 1997: 784), culture is the integrated pattern of human knowledge, belief and behavior. Culture defined consists of language, ideas, customs, beliefs, institutions, tools, techniques, taboos, and works of art, rituals, ceremonies, and other related components. And Hurford (1987: 315) defines culture as the most general concept to describe the behavior of human being and history. It refers to many items at different levels of generality: ideas, values, emotions, actions, tendencies and accumulations. In fact, although there are hundreds of definitions of culture, anthropologists agree that the learned ways of behaving and adapting are included in the culture, as contrasted to carry on behavioral patterns of instincts. Social scientists divide culture into several groups like family, politics, economics, education and religion. Culture and language are connecting to each other. Culture can not be discussed without language used in it. According to Kirkpatrick (1995: 271-295), culture refers to The life way and its manifestations that are specifically to a community that uses a particular language as its means of expression. Culture is an abstraction concept; it includes almost everything, no matter material or spiritual. Language is the expression of culture. Different languages have its different cultural meanings. It is limited to accept diversity culture, especially the spiritual scope. But Language is the most important foundation of the transfer of culture. One aspect is, as the basic part of culture, language carries culture, reflects culture, and develops culture. Another aspect is language is influenced by culture deeply in many aspects of our life. 2.2 Advertisement There are many definitions for advertisement; American Marketing Association defines advertising as the non-personal communication of information usually paid for and usually persuasive in nature about products, services or ideas by dandified sponsor through various media. With the development of technology and globalization, advertisement is run through into every aspect in various styles and becoming a rigueur part of our daily life. The advertisement is a commercial activity in the market economy for the image of enterprises and the brand of a product. The customers, as the audience of the advertisement, are edified by different cultural environment in their thoughts and consciousness. Advertising language, including advertising words and pictures, is a peculiar form of language, and the particularity determined its close bond with culture. Therefore the advertisement composers are inclined to design the ads on the basis of good understanding of the cultural characteristics and rack their brains to make the ads catering to the customers cultural psychology through language skills and fancy pictures. On the contrary, without fail, we could realize the cultural differences through varied advertisements. III. Cultural Differences in Advertisements between China and Western Counties Today, with the development of the technology and the spread of the mass media, advertising has a widely influence to our daily life. However, whatever promoting strategies advertising companies use, the language is the main carrier of the message. As Vestergaard Schroder (1985: 246) point out, advertising takes many forms, but in most of them language is of crucial importance. Advertising language is presented in a style that has immediate impact with the intent of rapid persuasion. In the world market, the translation of advertising language is essential for the effective transmission of advertising and thus the sale of products. However, before the translation is undertaken, having a good knowledge of both the similar and different characteristics of advertising language used in the West and in China is a must. In this section the author would like to talk about it in the following aspects. 3.1 Values Cultural values is a criterion that people judge the good and the bad, the beautiful and the ugly, the worthy and the unworthy, the clean and the dirty, the correct and the wrong, the kind and the cruel, the just and the unjust, the decent and the indecent and so on. Psychologist Henry Murray defined that value is the psychological reflection of basic demands, which should be changed by the real world. That is to say values are a kind of thought eager for something. In this section the author like to talk about it in the following aspects. 3.1.1 Individual vs. Collectivity Generally speaking, western culture encourages individual orientation that is more concerned about their own interests, as well as individual successes and achievements, and is self-centered, with emphasis on personal dignity, and encourages and praises those who have wealth to the challenges and difficulties of people. By comparison, the eastern nations show more hierarchical groups orientation and the orientation of the overall interests of nation and prominent family, with particular emphasis on finding family interests and family ethics and coordinating relations. Thus, the traditional Chinese culture recognizes the value of the individual, to a certain extent, from individuals and groups (family, religious and national) such cultural difference is a clear manifestation in advertising home and abroad. China is a large traditional agricultural social pattern, so it focuses on the Chinese cultural system collectivism, authoritative character. Chinese people have strong patriotic feelings, emphasizing national self-esteem, self-belief. The following examples are inclined to illustrate this view. Zhonghua toothpaste: à ¥Ã‚ Ã‚ Ãƒ ¥Ã‚ ¹Ã‚ ´Ãƒ ©Ã‚ £Ã… ½Ãƒ ©Ã¢â‚¬ ºÃ‚ ¨Ãƒ ¥Ã… ½Ã¢â‚¬  Ãƒ §Ã‚ ¨Ã¢â‚¬ ¹Ãƒ ¯Ã‚ ¼Ã…’à ¤Ã‚ ¸Ã‚ ­Ãƒ ¥Ã‚ Ã… ½Ãƒ ¦Ã‚ °Ã‚ ¸Ãƒ ¨Ã‚ ¿Ã…“à ¥Ã…“ ¨Ãƒ ¦Ã‹â€ Ã¢â‚¬ËœÃƒ ¥Ã‚ ¿Ã†â€™Ãƒ ¤Ã‚ ¸Ã‚ ­ (Hu Zhongli, Zhu LijuanWang Yafei, 2007). 10 years of ups and downs, China forever in our hearts The ads not only show this brand enjoys years of popularity but also expresses that Chinese people love their motherland through the homophonic pun. The following examples are no exception to this rule. à §Ã‚ ¾Ã… ½Ãƒ ¨Ã‚ Ã‚ ±Ãƒ ¥Ã¢â‚¬  Ã‚ °Ãƒ §Ã‚ ®Ã‚ ± MeiLing refrigerator à ¤Ã‚ ¸Ã‚ ­Ãƒ ¥Ã¢â‚¬ ºÃ‚ ½Ãƒ ¤Ã‚ ºÃ‚ ºÃƒ §Ã… ¡Ã¢â‚¬Å¾Ãƒ §Ã¢â‚¬ Ã… ¸Ãƒ ¦Ã‚ ´Ã‚ »Ãƒ ¯Ã‚ ¼Ã…’à ¤Ã‚ ¸Ã‚ ­Ãƒ ¥Ã¢â‚¬ ºÃ‚ ½Ãƒ ¤Ã‚ ºÃ‚ ºÃƒ §Ã… ¡Ã¢â‚¬Å¾Ãƒ §Ã‚ ¾Ã… ½Ãƒ ¨Ã‚ Ã‚ ± Chinese life, Chinese MeiLing à ©Ã¢â‚¬ ¢Ã‚ ¿Ãƒ ¨Ã¢â€ž ¢Ã‚ ¹Ãƒ ©Ã¢â‚¬ ºÃ¢â‚¬  Ãƒ ¥Ã¢â‚¬ ºÃ‚ ¢ ChangHong Group Cooperation à ©Ã¢â‚¬ ¢Ã‚ ¿Ãƒ ¨Ã¢â€ž ¢Ã‚ ¹Ãƒ ¤Ã‚ »Ã‚ ¥Ãƒ ¤Ã‚ ºÃ‚ §Ãƒ ¤Ã‚ ¸Ã… ¡Ãƒ ¦Ã…  Ã‚ ¥Ãƒ ¥Ã¢â‚¬ ºÃ‚ ½Ãƒ £Ã¢â€š ¬Ã‚ Ãƒ ¦Ã‚ °Ã¢â‚¬ËœÃƒ ¦- Ãƒ ¦Ã‹Å"Å’Ã §Ã¢â‚¬ ºÃ¢â‚¬ ºÃƒ ¤Ã‚ ¸Ã‚ ºÃƒ ¥Ã‚ ·Ã‚ ±Ãƒ ¤Ã‚ »Ã‚ » ChangHong shoulder the mission of dedicating itself to the service of its motherland and nation prosperity. This not only reflects the growth of Chinas national industry is the reality, but also expresses peoples national pride and inspires love of national goods, contributing to the revitalization of the national industries. In the United Statesà ¯Ã‚ ¼Ã…’as a dominant social individualism, personal unique personality means the pursuit of his own words, behavior, thought and distinctiveness. Advertisement of American Opel car directly advertised product unique, highlighting their seeking personality traits. All cars are the same these days. Weve all heard this said. But not by anybody who knows about Opel. Coincidentally, an advertisement of Porsche sports car with a brilliant attractive picture of a red sports car running rapidly on the Highway, creates Lonely wolf image as luxury sport cars driving through a forest. There is no doubt that such advertising can meet management objectives, such as young consumers desire for self-expression, the pursuit of brilliant psychological cause. From the above examples, it is not difficult to see that self-expression, independent spirit and values of individuals struggling to be fully reflected in the advertising. 3.1.2 Love vs. Respect To some extent, love and respect are synonymy for they have much in common. By the respect love from, and love distillated to respect is a process of quantitative and qualitative change, but they cannot be the same. Respect is always from the lower to the upper while love is equal regardless of level and class. With traditional cultural influence of each own, Chinese advertisement is respect-oriented while western countries love-oriented. This is because in China, filial piety is a virtue. Chinese people deeply feel the responsibility of the family. Not only morally, but also legally, children have the obligation and responsibility of maintenance for the elderly. Filial piety is a faithful, honest basis. One Expression of filial piety is distinguishing elderly. Such values have been strengthened in advertising. Lets take a look at two medicine ads in China and abroad. Health Protection Yangshen in television advertising: On the Screen, the son acted by movie star Huang Rihua is worried about his fathers health, so he buys him today Yangshen which will probably benefit his physical condition. But probably as a result of little communication between the father and son, its a little difficult for the son to find the way to present Yangshen to his father. When the son is practicing father, I love you in his room, the father breaks in and looks at the son with surprise and misunderstanding. At this time, the son hands Yangshen over to his father and speaks out father, I love you, then we could see the tear in the fathers eyes. Adalat Oros advertisement of preventing cardiovascular medicine: a picture of a healthy elderly full of energy and spirit and together with his newly young married wife wearing her wedding dress in front of the church, his self-confidence and charming smile on his face. Advertising language is: He should live longer than he expected. Two commercials are both good advertising, but also illustrate different cultural foundation in Chinese and Western world. One is respect oriented, and the other love oriented. YangShen advertising today shows that in the Chinese family, child shows respect to his father at first, then the love. Commercials take full advantage of the Chinese culture; achieving an effect that Yangshen is not only just for health supply but a token to express love. Likewise, Adalat Oros is a kind of medicine. It takes the performance by using humor that two people with age gap get married, the advertisements feature mock language, relaxed and candidly conveying brand concept: Love for your health is treasure and cherish life! The high confidence from high-hold head of the young lady and the crafty smile of the old fellow clearly manifested the contest between love and life (Wang Chunmei, Wan YinongZhang Lei, 2006). 3.1.3 Authority vs. Freedom China has experienced a long history in the feudal society, as its mainstream culture, Confucianism has been widely influencing the lives of Chinese people, who have also formed a less thinking mode advocating moderation and upholding the authority. This is reflected in the life of the people, who will always take professional judgment and authority sector report as golden rule without any suspicion. Thus, Chinas advertising is always full of experts and recommends certification of authority sector. By comparison, the Western advertisers are more inclined to create an image for the brand, giving expression to the peoples desire for individuality and freedom. We could see the differences in the following advertisement. à ©Ã‚ «Ã‹Å" à ©Ã…“ ² à ¦Ã‚ ´Ã‚ : à ©Ã‚ «Ã‹Å"à ©Ã…“ ²Ãƒ ¦Ã‚ ´Ã‚ Ãƒ ©Ã¢â€š ¬Ã¢â‚¬ °Ãƒ ©Ã‚ «Ã‹Å"à ¦Ã‚ ¡Ã‚ £Ãƒ ¤Ã‚ ¼Ã‹Å"à ¨Ã‚ ´Ã‚ ¨Ãƒ §Ã… ¡Ã¢â‚¬Å¾Ãƒ ¦Ã‚ ´Ã‚ Ãƒ ©Ã‚ ½Ã‚ ¿Ãƒ ¦Ã‚ Ã‚ Ãƒ ¦-â„ ¢Ãƒ ¯Ã‚ ¼Ã…’à ¥Ã‚ ®Ã…’à ¥Ã¢â‚¬ ¦Ã‚ ¨Ãƒ §Ã‚ ¬Ã‚ ¦Ãƒ ¥Ã‚ Ã‹â€ Ãƒ ¥Ã¢â‚¬ ºÃ‚ ½Ãƒ ¥Ã‚ ®Ã‚ ¶Ãƒ ¦Ã‚  Ã¢â‚¬ ¡Ãƒ ¥Ã¢â‚¬ ¡Ã¢â‚¬  Ãƒ ¯Ã‚ ¼Ã…’à ¦Ã¢â‚¬ ºÃ‚ ´Ãƒ ¤Ã‚ ¼Ã‹Å"à ¤Ã‚ ºÃ… ½Ãƒ ¥Ã¢â‚¬ ºÃ‚ ½Ãƒ ©Ã¢â€ž ¢Ã¢â‚¬ ¦Ãƒ ¦Ã‚  Ã¢â‚¬ ¡Ãƒ ¥Ã¢â‚¬ ¡Ã¢â‚¬  Ãƒ ¯Ã‚ ¼Ã…’à ¤Ã‚ ¸Ã‚ Ãƒ §Ã‚ £Ã‚ ¨Ãƒ ¦Ã‚ Ã… ¸Ãƒ §Ã¢â‚¬ °Ã¢â€ž ¢Ãƒ ©Ã‚ ½Ã‚ ¿Ãƒ ¯Ã‚ ¼Ã…’à ¤Ã‚ ¿Ã‚ Ãƒ ¦Ã…’ Ãƒ §Ã¢â‚¬ °Ã¢â€ž ¢Ãƒ ©Ã‚ ½Ã‚ ¿Ãƒ ¨Ã‚ ¡Ã‚ ¨Ãƒ ©Ã‚ Ã‚ ¢Ãƒ ¦Ã‚ ´Ã‚ Ãƒ ¥Ã¢â‚¬ ¡Ã¢â€š ¬Ãƒ ¥Ã¢â‚¬ ¦Ã¢â‚¬ °Ãƒ ¦Ã‚ »Ã¢â‚¬ËœÃƒ £Ã¢â€š ¬Ã¢â‚¬Å¡Ãƒ ©Ã‚ «Ã‹Å"à ©Ã…“ ²Ãƒ ¦Ã‚ ´Ã‚ Ãƒ §Ã¢â‚¬ °Ã¢â€ž ¢Ãƒ ¨Ã¢â‚¬  Ã‚ Ãƒ ¥Ã…“ ¨Ãƒ ¤Ã‚ ¸-à §Ã¢â‚¬ ¢Ã…’à ¤Ã‚ ¸Ã…  Ãƒ ¥Ã‚ -à ¥Ã‹â€ Ã‚ °Ãƒ ¨Ã‚ ¶Ã¢â‚¬ ¦Ãƒ ¨Ã‚ ¿Ã¢â‚¬ ¡40à ¤Ã‚ ¸Ã‚ ªÃƒ §Ã¢â‚¬ °Ã¢â€ž ¢Ãƒ ¥Ã…’ »Ãƒ ¥Ã‚ ­Ã‚ ¦Ãƒ ¤Ã‚ ¼Ã… ¡Ãƒ ¦Ã¢â‚¬ °Ã‚ ¿Ãƒ ¨Ã‚ ®Ã‚ ¤Ãƒ ¯Ã‚ ¼Ã…’à ¦Ã¢â‚¬ ºÃ‚ ´Ãƒ ¥Ã‚ ¤Ã… ¡Ãƒ ¤Ã‚ ¸Ã‚ ­Ãƒ ¥Ã¢â‚¬ ºÃ‚ ½Ãƒ ¥Ã‚ Ã‚ £Ãƒ ¨Ã¢â‚¬ ¦Ã¢â‚¬ Ãƒ ¦Ã…  Ã‚ ¤Ãƒ §Ã‚ Ã¢â‚¬  Ãƒ ¤Ã‚ ¸Ã¢â‚¬Å"à ¥Ã‚ ®Ã‚ ¶Ãƒ ©Ã¢â€š ¬Ã¢â‚¬ °Ãƒ §Ã¢â‚¬ Ã‚ ¨Ãƒ ¥Ã¢â‚¬Å" Ãƒ §Ã¢â‚¬ °Ã…’à ¯Ã‚ ¼Ã…’à ¤Ã‚ ¸Ã‚ ­Ãƒ ¥Ã¢â‚¬ ºÃ‚ ½Ãƒ ¥Ã‚ Ã‚ £Ãƒ ¨Ã¢â‚¬ ¦Ã¢â‚¬ Ãƒ ¥Ã…’ »Ãƒ ¥Ã‚ ­Ã‚ ¦Ãƒ ¤Ã‚ ¼Ã… ¡(CSA )à ¯Ã‚ ¼Ã…’à ¤Ã‚ ¸Ã‚ ­Ãƒ ¥Ã‚ Ã… ½Ãƒ ©Ã‚ ¢Ã¢â‚¬Å¾Ãƒ ©Ã‹Å" ²Ãƒ §Ã¢â‚¬ °Ã¢â€ž ¢Ãƒ ¥Ã…’ »Ãƒ ¤Ã‚ ¼Ã… ¡(CPMA)à ¦Ã… ½Ã‚ ¨Ãƒ ¨Ã‚ Ã‚ Ãƒ ¥Ã¢â‚¬Å" Ãƒ §Ã¢â‚¬ °Ã…’à £Ã¢â€š ¬Ã¢â‚¬Å¡ The company selected high quality tooth-cleaning materials, fully in line with national standards. This toothpaste does not wear the teeth, but makes it clean and glossy. It has been recognized by more than 40 Dental Associations in the world and more Chinese experts choose this brand. CSA and CPMA recommend the brand. Safeguard, a brand of fancy soap, also takes the print of Chinese Medical Association as an attractive point. In the western advertisement, seldom do we find the reorganization of authority. As for the westerners, freedom and individualism is much more important. Nike Just do it Marlboro Come to where the flavor is Come to Marlboro Country (Han Ping, 2005). Marlboro is a name of cigarette. Here Marlboro Country refers to the people who smoke this kind of cigarette which makes people forget their manual processes, thus there is a yearning for freedom to return to the nature. Flavor has two meanings here. One is the unique taste; the other is the special dress and grace of the smoker. Marlboro man represents the most successful, most influential brand image in the century. He is dressed in jeans, riding a tall courser, with a cigarette in his mouth and blue sky as background. All this is a symbol of pizzazz, and freedom, which many young men pursue. Commercial advertisers take this image serving as a foil to the passionate, adventurous, exciting and free life which people are yearning and pursuing. Because this advertisement fully satisfies the westerners expectation for freedom, Marlboro receives an agreeable and delectable return. 3.1.4 Contribution vs. Enjoyment China is a large agricultural social pattern; the Chinese put much stress on collectivism, authoritative character, submitting to nature. The advertisement reflected the characteristics of Chinese culture. à ¥Ã‚ Ã… ½Ãƒ ¥Ã…  Ã¢â‚¬ ºÃƒ §Ã‚ Ã‚ ­Ãƒ ¨Ã… ¡Ã…  Ãƒ ¥Ã¢â€ž ¢Ã‚ ¨,à ©Ã‚ »Ã‹Å"à ©Ã‚ »Ã‹Å"à ¦-  Ãƒ ¨Ã… ¡Ã…  Ãƒ §Ã… ¡Ã¢â‚¬Å¾Ãƒ ¥Ã‚ ¥Ã¢â‚¬ °Ãƒ §Ã…’ ® (Hua Li mosquito killer) Hua Li mosquito killer makes the world no mosquitoes. This arouses resonance in the minds of consumers. As for the westerners, they have a tendency of enjoyment. There is a popular saying in the USA: Work hard, and enjoy yourself. An important concept of Americans working is separating work hours and leisure time. In their view, the work is no doubt important, but entertainment and relaxation is the best way to improve efficiency. The following ads are the best certification. Enjoy absolute Vodka, enjoy life, it deserves you. (Vodka) Just for the taste of it. (Coca Cola) Be youngà ¯Ã‚ ¼Ã…’have fun, drink PEPSI. Take time to indulgeà ¯Ã‚ ¼Ã… ½Ãƒ ¯Ã‚ ¼Ã‹â€ NES Ice creamà ¯Ã‚ ¼Ã¢â‚¬ °These advertisements demonstrate the consumers concept: enjoy life, seek for abundant consumption, and possession of pleasing products. 3.2 National Trait Every country has its own nation trait, according to these nation traits; we mean the qualities, characteristics, tendencies, values, moral principles and beliefs. All of them are a part of culture. Here, the author from three aspects respective to illustrate and exhibit the cultural differences. 3.2.1 Traditional vs. Newfangled Chinese people love jubilant scenes, love to listen to auspicious words. A lot of the advertising language starting from the basic mass psychology fully reflects radiant spare atmosphere. For example: à ¨Ã¢â‚¬Å¾Ã¢â‚¬ËœÃƒ §Ã¢â€ž ¢Ã‚ ½Ãƒ ©Ã¢â‚¬ ¡Ã¢â‚¬ËœÃƒ ¯Ã‚ ¼Ã… ¡Ãƒ ¤Ã‚ »Ã…  Ãƒ ¥Ã‚ ¹Ã‚ ´Ãƒ ¨Ã‚ ¿Ã¢â‚¬ ¡Ãƒ ¨Ã…  Ã¢â‚¬Å¡Ãƒ ¤Ã‚ ¸Ã‚ Ãƒ ¦Ã¢â‚¬ Ã‚ ¶Ãƒ §Ã‚ ¤Ã‚ ¼, à ¦Ã¢â‚¬ Ã‚ ¶Ãƒ §Ã‚ ¤Ã‚ ¼Ãƒ ¥Ã‚ Ã‚ ªÃƒ ¦Ã¢â‚¬ Ã‚ ¶Ãƒ ¨Ã¢â‚¬Å¾Ã¢â‚¬ËœÃƒ §Ã¢â€ž ¢Ã‚ ½Ãƒ ©Ã¢â‚¬ ¡Ã¢â‚¬ËœÃƒ £Ã¢â€š ¬Ã¢â‚¬Å¡ We wont accept presents this festival except Naobaijin (A kind of health protection food) On the screen, the family, including old and young, with cheerful expression, shows the harmony and happiness. à §Ã‚ ¦Ã‚ Ãƒ ¦Ã‚ °Ã¢â‚¬ Ãƒ ¥Ã‚ ¤Ã… ¡Ãƒ ¥Ã‚ ¤Ã… ¡, à ¦Ã‚ »Ã‚ ¡Ãƒ ¦Ã¢â‚¬Å¾Ã‚ Ãƒ ¥Ã‚ ¤Ã… ¡Ãƒ ¥Ã‚ ¤Ã… ¡(Instant Noodle Advertisement) (Much happiness, much satisfaction) à ¥Ã‚ ­Ã¢â‚¬ Ãƒ ¥Ã‚ ºÃ…“à ¥Ã‚ ®Ã‚ ¶Ãƒ ©Ã¢â‚¬ ¦Ã¢â‚¬â„¢Ãƒ ¯Ã‚ ¼Ã…’à ¥Ã‚ Ã‚ «Ãƒ ¤Ã‚ ºÃ‚ ºÃƒ ¦Ã†â€™Ã‚ ³Ãƒ ¥Ã‚ ®Ã‚ ¶(Wine Advertisement) (Kongfu family wine reminds people of home) All in all, most advertisements of wine and food have an obvious Chinese characteristic, and also embody the traditional character of à §Ã‚ ¦Ã‚ Ãƒ §Ã‚ ¦Ã¢â‚¬Å¾Ãƒ ¥Ã‚ ¯Ã‚ ¿Ãƒ ¥-Å“Ã ¨Ã‚ ´Ã‚ ¢(auspicious words in China). Western culture encourages people to develop innovation, self-advocacy, and liberalism, emphasizing individuality, personal values, particularly advocating individual, equality, competition and frank vocal, active participation and self-affirmation of the export-oriented character. Reflected in the words in the language of advertising, it shows a personalized curriculum and creates something unconventional. The following is an ad for Motorola. Baked, Drenched, Tested to the extreme. A Motorola cellular phone stands tough in the face of torture. Just ask Danielle Bel1, whose phone came back from the ashes of a threealarm fire. Motorola, the best- sellingà ¯Ã‚ ¼Ã…’most preferred cellular phones in the world. This is a unique advertising idea; a picture of the Motorola mobile phone of deformation, there must be nothing but a big disaster. Clearly it will leave a lasting impression. Another ad for tyre: Even its footprint tells you its different (Han Ping, 2005). You will find everything unique and fresh in advertising language. 3.2.2 Implicative vs. Outright Different cultural backgrounds decide different expressions. Chinese people express affection, friendship and love with implicit personality in the advertising language. à ©Ã¢â‚¬ ºÃ¢â‚¬ ¢Ãƒ §Ã¢â‚¬ °Ã…’à ¦Ã‚ ´-à ¨Ã‚ ¡Ã‚ £Ãƒ §Ã‚ ²Ã¢â‚¬ °Ãƒ ¥Ã‚ ¹Ã‚ ¿Ãƒ ¥Ã¢â‚¬ËœÃ…  : A Little girl used Diaopai washing powder to wash clothes while her mother went out to find job. And she left a note: Mum, I can help you with housework. This love for Mum touched all the people who watched it. à ¥- Ãƒ ¦Ã‚ ±Ã¢â‚¬ ¡Ãƒ ¥Ã¢â‚¬ ¦Ã†â€™Ãƒ ¨Ã¢â‚¬Å¡Ã‚ ¾Ãƒ ¥Ã‚ ®Ã‚ Ãƒ ¯Ã‚ ¼Ã…’à ¤Ã‚ »-à ¥Ã‚ ¥Ã‚ ½Ãƒ ¦Ã‹â€ Ã¢â‚¬ËœÃƒ ¤Ã‚ ¹Ã… ¸Ãƒ ¥Ã‚ ¥Ã‚ ½Ãƒ £Ã¢â€š ¬Ã¢â‚¬Å¡ (Health Products Advertisement) (Xu Dezhen, 2003). The advertisement expressed the implicative and self-evident affection between wife and husband. But in western countries the expression of affection is very explicit. For instanceà ¯Ã‚ ¼Ã… ¡Take the phone to pass your loveà ¯Ã‚ ¼Ã‚ The originality is that the daughter from thousands of miles away called her parents, who were having their dinner, and said: I love you. There is another advertisement on TOYOTA: I love what you do for me (Xu Dezhen, 2003). The open-and-shut character fully revealed its candor. 3.2.3 Conservative vs. Extroverted Chinese and western culture has differences in orientation and understanding on sex. Our advertising regulations specifically prohibit a picture of temptation and seduction or sexual content. Even if it is necessary to involve related content, it will become implicit and hidden. Owing to the relatively conservative nature of the concept, many perfume and cosmetics advertisements stress implicitness. For instance: à ¤Ã‚ »Ã…  Ãƒ ¥Ã‚ ¹Ã‚ ´Ãƒ ¤Ã‚ ºÃ…’à ¥Ã‚ Ã‚ Ãƒ ¯Ã‚ ¼Ã…’à ¦Ã‹Å"Ã… ½Ãƒ ¥Ã‚ ¹Ã‚ ´Ãƒ ¥Ã‚ Ã‚ Ãƒ ¥Ã¢â‚¬ ¦Ã‚ « This year you are 20, next year 18. (Baili Soap) (Xu Dezhen, 2003). à §Ã¢â‚¬ ¢Ã¢â€ž ¢Ãƒ ¤Ã‚ ½Ã‚ Ãƒ ©Ã‚ Ã¢â‚¬â„¢Ãƒ ¦Ã‹Å" ¥Ãƒ ¯Ã‚ ¼Ã…’à §Ã¢â‚¬ ¢Ã¢â€ž ¢Ãƒ ¤Ã‚ ½Ã‚ Ãƒ §Ã‚ ¾Ã… ½ Keep young, keep charming. (Cosmetics advertisement) à ¥Ã‚ °Ã‚ Ãƒ §-ËÅ"à §-ËÅ"à ¤Ã‚ ¸Ã‚ Ãƒ ¨Ã‚ §Ã‚ Ãƒ ¤Ã‚ ºÃ¢â‚¬  ! Pox disappears. (Cosmetics advertisement) But in the western countriesà ¯Ã‚ ¼Ã…’advertisement concerning sex can be found everywhere, and the exposed beautiful women is common. An ad for Charlie perfume: The generous, sexy-young fragrance. By Revlon (Wu Keming, 1999: 178). Close-up toothpaste: Your perfume turns him on. Will your breath turn him off? Such an advertisement is not allowed in China, but it seems that the Western advertisement composers take delight in it. 3.3 Thinking Mode Thinking is an important part, highest rally, main designer and commitment of human culture. In other words, thinking is the underlying essence of human cultural phenomenon. Thinking can be divided into two basic types: intuitive thinking and logical thinking. Chinese advertisements focus on intuitive thinking while the westerners stress logical thinking. The advertisement witnessed the different thinking modes in China and West. Take telecom advertisement as an illustration. In order to express the concept of Telecom communicates, heart communicates, Chinese telecom spares no efforts in five different dribs and drabs in daily life: Communication is solicitude (father and son); Communication is love (mine worker date); Communication is share (quarrel between couple); Communication is understood (father and son); Communication is respect (teacher and student). Directly, it tells the customers that telecom can shorten distance between people and make communication convenient without space limitation but intendment and true feelings (Xu Dezhen, 2003). China telecom spends so much time, only in hope of passing the concept clearly and directly. Its not difficult for us to realize the thinking way of the originality is intuitive thinking. It not only tallies with the Chinese traditional thinking way but suits the cultural habit of the audiences. And the same is telecommunications advertising. The United States ingeniously introduced only one life detail: Yawnin g. A man walking on the street has a causal yawn, a woman not far follows him another yawn, and then one elderly is also infected with a yawn. And what even more interesting is the pet doggie accompanying them with yawning. At the sight of this picture, at first, I didnt realize what it wants to appeal for at the very moment. Just then the words hit the mark with a single comment: Communicating is very simple. This is a perfect advertising; I cant but admire the western logical ideation. Yawning is only a normal phenomenon, but the western advertisers tell the customers that communication is as easy as yawning. You can communicate with any one at any time if you are willing to. 3.4 Attitudes towards Animals, Numbers, and Plants People living in different cultures backgrounds may have their own different attitudes and thoughts towards animals, numbers, and plants. One culture may not mean the same in another. That is why the same words have different meaning in different countries. The differences caused by such words in advertising may be illustrated with the following examples. We all know that Chinese people often regard bats as a good luck because the Chinese character à ¨Ã‚ Ã‚   sounds the same as à §Ã‚ ¦Ã‚  (meaning good fortune or blessing). Some Chinese legends say that when a bat lives 100 years, it turns white in color and hangs upside down from a tree, and eating that bat could bring person longevity. A red bat foretells even better luck for à §Ã‚ ºÃ‚ ¢Ãƒ ¨Ã‚ Ã‚   sounds exactly the same as à ¦Ã‚ ´Ã‚ ªÃƒ §Ã‚ ¦Ã‚  (being supremely fortunate) (Hu Wenzhong, 2005). But in western cultures the translator must adapts their linguistic habit to the different attitude towards the animal, they do not think Bat is a good name, because bat is regarded as an extremely evil omen in much European folklore. So may be translations like Fortunes better. Sometimes numbers can lead to a variety of associations. Common speaking, every culture has some numbers. It is believed to be either fortunate or sometimes sinister, However, that may sometimes different. Then we take the translation of 7-up for example, which is a brand of soft drink. Many English speaking countries deem that the number 7 is a very luck number for the peopleà ¯Ã‚ ¼Ã…’while Chinese people dont think so. The meaning is different in Chinese eyes. According to the cultural difference, the translator is trying to make the same effect among the Chinese buyer. So they work out the name à ¤Ã‚ ¸Ã†â€™Ãƒ ¥-Å“. The name of it is very acceptable for the people because its first part à ¤Ã‚ ¸Ã†â€™ is faithful to the brand name without transmitting any unfavorable meaning, and its second part à ¥-Å“transmit the meaning of happy and good luck, and so offset the loss of connotation in the number 7. Finally, plant words also have different meanings in different cultures. For example, the brand named à ¦Ã‚ °Ã‚ ´Ãƒ ¤Ã‚ »Ã¢â€ž ¢, Chinese people think it means clean and honest. But to English people, the word narcissus means a self-loving person. So if these washing machines use such a brand name, cultural adaptation is necessary to western consumers. So the word Daffodil might be more suitable. In brief, using these types of words as brand names in a global market often means taking a risk. As we have said, the producers should be more careful when creating such brand names in advertising (Zhou Ruxin, 2004). Cultural conflict and difference is almost everywhere, even the exiguous part shouldnt be neglected. So it is a wise decision to take the above cultural element into consideration while bringing the products into world market. 3.5 Geographical Location Differences In cultures, the location may be regard as an important element. In languages, different locations have different languages cultures, and it can interpret differently in different cultures. For example, snow has become an indispensable part of Eskimos life. So they have a quite large vocabulary of different kinds of snow in their language. While people living in India can hardly imagine what is snow, what snow looks like. So there is no word for snow. There is another example: China has once produced a series of agricultural machines called à ¤Ã‚ ¸Ã…“à ©Ã‚ £Ã… ½ because of the geographical location of China. Chinese people think that à ¤Ã‚ ¸Ã…“à ©Ã‚ £Ã… ½ is a symbol of warmth which means good omen. In China, it means advantageous conditions as the Chinese à ¤Ã‚ ¸Ã¢â‚¬ ¡Ãƒ ¤Ã‚ ºÃ¢â‚¬ ¹Ãƒ ¤Ã‚ ¿Ã‚ ±Ãƒ ¥Ã‚ ¤Ã¢â‚¬ ¡Ãƒ ¯Ã‚ ¼Ã…’à ¥Ã‚ Ã‚ ªÃƒ ¦Ã‚ ¬Ã‚  Ãƒ ¤Ã‚ ¸Ã…“à ©Ã‚ £Ã… ½ (Zhou Ruxin, 2004). But in western countries, east wind has totally different meaning. For them, their west wind is the same as our east wind. Therefore, though the brand name was put into East Wind, many people hold that the more proper name might be West Wind. IV. Conclusion Culture is the product of historical development of human beings. Advertising is the product of social and economic highly development. In modern society, advertising plays an increasingly heavy role. In a sense, the advertising impacts on our lives all aspects. It not only transmits product information to us, more transmit a kind of cultural awareness. As for the cultural differences, a number of scholars have tried to explain it in different aspects. In the past on the study of cultural differences in advertising, people tended to pick the perspective of linguistics, focusing on the vocabulary, syntax and rhetoric identity, but it is not limited to language but rather a cultural phenomenon. Advertisement , as a community cultural patterns, since its naissanceà ¯Ã‚ ¼Ã…’embodies cultural uniqueness and nationality. On the basis of the formers, the author collected a large number of materials, trying to discuss cultural differences in advertisement between China and western countries. But cultural background of one nation, after all, has obstacle. In the contemporary world, with the development of globalization, no matter Chinese or Western advertising, cultural dialogue and cross-cultural communication is absolutely necessary to survive and make further development. Thus the advertisement both in China and west can win amalgamation. Boldly speaking, our purpose is to make the current advertisement to achieve a bourn of seeking common points while reserving difference, seeking uniqueness while together. This study attempts to provide some information for the advertisers through comparison between Chinese and Western advertisements in the process of international and int ercultural communication.