The Crucible By Arthur Miller - 1355 Words

What is history? Is it the study of past events to further understand the modern day, or is history merely an outlet to express one’s ideas by using past examples? History is both, and history is a powerful tool, such as when comparing two events to prove a point. Proving a point was a necessity for Arthur Miller during the 1950’s, and he proves his point through The Crucible, a play about the Salem Witch Trials. Miller attacks the red scare, which was a time of fear of communism growing in America, and proves the how similar the two events were, and how they are important. As a political allegory of the red scare, Miller’s relatively accurate comparison between the red scare and the Salem Witch Trials through The Crucible demonstrates the theme of subjective reality versus objective reality, the dangers of lies and slander, and also allows for Miller to discover unknown beliefs in which he finds comfort while writing the play. Thus, all of these ideas and theori es ultimately suggest the play as a timeless piece of art. Using The Crucible as an allegory of the red scare, Miller questions the idea of subjective reality versus objective reality by comparing the Salem Witch Trials through The Crucible and the red scare. During both the red scare and The Crucible, both are moments of hysteria and chaos, that leads to accusation of people who are viewed as different in a negative way. For the red scare, it was people believing in communism, and for The Crucible, believing in theShow MoreRelatedThe Crucible By Arthur Miller1269 Words   |  6 PagesAt first glance, the playwright Arthur Miller in The Crucible highlights the historical significance of the Salem Witch Trials of 1692, but in fact it is an allegorical expression of his perception of McCarthyism. If the reader has some background information on Arthur Miller’s victimization as a communist, it is evident that the play is a didactic vessel illustrating the flaws of the court system in the 1950’s. The communist allegations were la unched at government employees, entertainers and writersRead MoreThe Crucible By Arthur Miller1681 Words   |  7 Pagesof their way to the last dying breath to make sure they leave with a good or bad reputation. In one of the recent literature study in class â€Å"The Crucible† by Arthur Miller, Miller uses characterization to illustrate reputation throughout the play. â€Å"The Crucible† takes place in Salem, Massachusetts. It is based upon the Salem witch trails. In â€Å"The Crucible†, we journey through the life of three characters who reputations plays a major role in the play. The three characters are John Proctor, AbigailRead MoreThe Crucible By Arthur Miller1333 Words   |  6 PagesAs the various characters in The Crucible by Arthur Miller interact, the dominant theme of the consequences of women’s nonconformity begins to slide out from behind the curtains of the play. Such a theme reveals the gripping fear that inundated the Puritans during t he seventeenth century. This fear led to the famous witch-hunts that primarily terrorized women who deviated from the Puritan vision of absolute obedience and orthodoxy. Arthur Miller presents his interpretation of the suffering by subtlyRead MoreThe Crucible By Arthur Miller998 Words   |  4 Pagesmotivated by jealousy and spite. The Crucible is a four-act dramatic play production that was first performed on January 22, 1953. Arthur Miller used dialogue within the characters to cover the multiple themes; conflicts and resolutions, plus the few directions for the different actions of the play. The Salem Witch Trials were intended to be performed as the play however, when read, it can be more carefully examined and broken down to analyze the techniques. Miller, the playwright, uses literaryRead MoreThe Crucible By Arthur Miller1145 Words   |  5 PagesUnbalance Through The Centuries In Arthur Miller’s play, The Crucible, the author reflects the persecution of communists in America in the 1950’s through a recount of the Salem witch trials. It is often presumed that Miller based his drama directly off of events that were particularly prevalent in the years surrounding the publication of The Crucible- which was released in the year 1953, towards the conclusion of the Korean War. Although there was not a literal witch hunt occurring during this timeRead MoreThe Crucible By Arthur Miller1063 Words   |  5 PagesIn the English dictionary, there are three definitions of the word crucible. One is a metal container in which metals are mixed and melted. Another is a severe test. But the third definition, and the one that I think fits the best for this book, is a place or situation in which different elements interact to create something new. In my mind, this fits because all of the characters had their little grudges and dirty secrets. But when all th ose seemingly little things interact, they formed somethingRead MoreThe Crucible By Arthur Miller1285 Words   |  6 Pages Rationale, Morality, Stereotypes, Pressure, Self-Censorship, Unanimity, and Mindguards. Groupthink has also taken place in our history a a country. The play, The Crucible by Arthur Miller is about a the real-life Salem Witch Trials that happened in 1692 - 1693, in Salem, Massachusetts. Some symptoms of Groupthink found in the Crucible are Rationale, Pressure, and Self-Censorship. The Groupthink symptom, Rationale, is described as when victims of Groupthink ignore warnings: they also collectivelyRead MoreThe Crucible By Arthur Miller811 Words   |  4 Pages While The Crucible, by Arthur Miller, is only a four act play, it still resembles the format of a five act play. The five-act structure evolved from a three-act structure, which was made famous by Roman Aelius Donatus. Donatus came up with three types of plays: Protasis, Epitasis, and Catastrophe. The five-act structure helped to expand the three act structure, mainly made famous by Shakespeare through his many tragedies. Even though The Crucible contains only four acts, it still has the commonRead MoreThe Crucible By Arthur Miller1052 Words   |  5 PagesBuddy Al-Aydi Ms.Healy English 9 CP 14th October 2014 The Crucible Essay The Crucible was a novel written by Arthur Miller in the 1950’s. It was written in a format of the play, portraying an allegory of the Salem Witch-Hunts led by Senator Joseph McCarthy. The book is known to have a inexplicable plot. This plot is advanced by multiple characters in the book in order to ensure that the reader maintains interest with the material that is being read. The farmer, John Proctor, would be theRead MoreThe Crucible By Arthur Miller841 Words   |  4 PagesThe Crucible is a chaotic play, throughout this American classic Arthur Miller takes the reader through multiple events of terror and insanity. While creating a great on-stage play, Arthur Miller portrays his life through the events, the characters, and plot of The Crucible. Using vivid imagery and comprehensible symbolism, Miller manipulates the real personalities of the characters and events in 1600 Salem, Massachusetts to create a symbolic autobiography. Throughout this play, the reader experie nces

Operations Management Essay - 1405 Words

Kudler Fine Foods is a local upscale specialty shop in the San Diego metropolitan area. Kudler provides gourmet foods, beverages and products designed for the gourmet cook at its three stores located in La Jolla, Del Mar and Encinitas and at reasonable price. The stores are stocked with the very best domestic and imported food available and are divided into the following departments: fresh bakery and pastries, fresh produce, fresh meat and seafood, condiments and packaged foods and cheese and specialty dairy products. As part of Kudler’s growth strategy to expand its customer base and improve its competitive position, the company has decided to contract with local organic farmers to provide fresh organic produce in its stores. This paper†¦show more content†¦These regulations exist to assure consumers that the organic foods they purchase are produced, processed, and certified to be consistent with organic standards. This is communicated to consumers through labeling w hich department managers and store managers have to include in their current process. Inventory management would continue to keep the levels of excess inventory to a minimum but would have to ensure the integrity of the organic produce they sell and maintain the current high levels of customer service. The delivery process, trucks and timeframes will have to be adapted to the special requirements for the handling of organic produce. Kathy handles advertising in coordination with her store managers. When advertising organic produce, Kathy and her store managers will need to make sure that the organic products are labeled properly according to the NOP regulations in the stores as well as in the advertising. Additionally, Kudler’s legal department needs to be well versed on the NOP regulations to ensure that Kudler adheres to the requirements to avoid non-compliance. Supply Chain Providing a steady supply of fresh organic produce is important to maintaining Kudler’s high level of customer service. An inherent risk of a flawed supply chain is food spoilage and outShow MoreRelatedOperations Management : Operation Management1355 Words   |  6 PagesOperations Management Introduction Operations management is the activity of managing the resources that create and deliver services and products. The operations function is the part of the organization that is responsible for this activity. Every organization has an operations function because every organization creates some type of services and/or products. However, not all types of organization will necessarily call the operations function by this name. Operations managers are the people who haveRead MoreOperation Management - Cadburyworld2493 Words   |  10 Pagestechnology to streamline the operation process) and facility costs (old and outdated facilities) at lowest possible. In return, they have to compromise low costs with their other objectives. The unskilled staffs and outdated facilities are compromised with the quality in the core process. For example, the brief video (facility) in the packaging plant is outdated and requires commentary notes from some guides. However, the unskilled guides are not familiar with the operations so they need to read fromRead MoreOperation Management And Operations Management2148 Words   |  9 PagesOperation management Introduction Being an operations manager is not an easy task, it involves good control and responsibilities for the major activities within the organisations in order to achieve goals that might be in form of services or in form of goods. The operation management roles may be different from business to business depending on the size and resources available, each organisation has its own operations functions, and in order to produces goods or services they have to convert theRead MoreImportance Of Production And Operations Management2317 Words   |  10 Pagesthe production and operation of enterprises. In order to remain competitive, companies in different countries have different factors of competitive advantage. A clear competitive advantage is the key to gain success in production and operation management. An effective operations management is the foundation of enterprise competitive advantage and the fundamental guarantee to realize corporate strategy. This essay deals with the importance of production and operations management in the enterprise,Read MoreOperations Management : Operation Management Essay2171 Words   |  9 PagesOperation Management Operations administration concentrates on precisely dealing with the procedures to create and circulate items and administrations. Operations administration is the procedure, which joins and changes different assets utilized as a part of the creation/operations subsystem of the association into quality included item/benefits in a controlled way according to the arrangements of the association. In this way, it is that part of an association, which is worried with the changeRead MoreOperation Management2751 Words   |  12 PagesTABLE OF CONTENTS 1. OPERATION MANAGEMENT 3 1.1. DEFINITION OF OPERATION MANAGEMENT 3 1.2. THE ROLE OF OPERATION MANAGER 3 1.3. RELATIONSHIP OF OPERATION MANAGEMENT WITH OTHER CORE FUNCTIONS 3 2. CASE STUDIES 3 2.1. HEATHROW INTERNATIONAL AIRPORT 3 2.2. NESTLÉ UK CHOCOLATE FACTORY 3 3. MAJOR UNDERSTANDINGS OF THE STUDY 3 4. CONCLUSIONS 3 REFERENCES 3 1. Operation Management For the success of an organization, the management crew plays a major role. An organizational structure is based on differentRead MoreOperations Management986 Words   |  4 PagesOPERATIONS MANAGEMENT Select two organisations that you are familiar with – one with a service output and one with a product output, and compare and contrast these organisations with respect to the following aspects: 1.1 The process of transformation of inputs to outputs 1.2 Process and Capacity design 1.3 Supply Chain management 1.4 Scheduling Operations Management refers to the management of the production system that transforms inputs into finished goods and services, (http://csuponomaRead MoreOperation Management2436 Words   |  10 PagesOPERATION MANAGEMENT IS IMPORTANT TO ALL BUSINESS To be able produce specialized managers capable of fulfilling strategic tasks within business and government enterprises the need for the practice of operations management cannot be forgone. Operations management is very significant in business operations since it forms the heart of the organisation by controlling the system of operation. Operations management deals with the design, operation, and enhancement of the systems that generate and deliverRead MoreOperations Management Chapter 18 Manual1950 Words   |  8 PagesChApter 18 Management of Waiting Lines Teaching Notes Some of the math and calculations can be left out in order to focus more clearly on the concepts of waiting lines. For example, all infinite source problems, including single channel (except constant service time) can be handled using the infinite source queuing table. In the past, queuing presented students with a good bit of computational requirements, and because of that, students frequently lost sight of the underlying concepts. WithRead MoreOperations Management1791 Words   |  8 PagesQUESTION 1 Operations management must be managed properly in order to improve an organization’s productivity and profitability. In the Cadbury World case, several micro and macro processes are involved and those processes bring some impacts to Cadbury World. Thus, Cadbury World must possess a sustainable micro and macro processes to achieve the best outcome and performance. Micro processes that involved are easily to manage compared to macro processes because macro processes are hard to manage

The Food And Drug Administration - 898 Words

According to the regulations established by the FDA in 1992, â€Å"Under this policy, foods, such as fruits, vegetables, grains, and their byproducts, derived from plant varieties developed by the new methods of genetic modification are regulated within the existing framework of the act† (FDA). In other words, instead of creating new regulations that are specific to these completely unique food products, they are put within the umbrella of other â€Å"natural† products. As time passes it appears to be harder to establish strict regulations to manage genetically modified food. According to the Center for Food Safety the most current propose of the Food and Drug Administration establishes that agricultural biotech companies should notify the FDA within a period of 120 before the companies proceed to introduce the product to the market. Regrettably, there is not mention of any regulation that requires assessment for health and environmental safety. This leave the companies with the freedom decide the kind of test that they want to perform if they decide to do so. But most important if this proposal is successful approve it will mean that the companies will have the right to freely even control what they want to include on their labels, which it will most likely exclude the mentioning of genetically modified food. The FDA is not the only agency that neglects the responsibility to adequately manage genetically modified products, the EPA fails to assess the damage that is cause byShow MoreRelatedThe Food And Drug Administration1204 Words   |  5 PagesThe Food and Drug Administration (FDA) is best known for its role on protecting the health of the public by making sure that food, medications are safe and effective. Especially when it comes to the pharmaceutical industry, its mission is to regulate pharmaceutical manufacturers, as well as the drug approval process. However, in the recent years, many arguments and controversy regarding drug development and regulation have risen. Drug advertisements make false and misleading claims, products areRead MoreThe Food And Drug Administration Essay848 Words   |  4 PagesThe Food and Drug Administration (FDA) is responsible for protecting and promoting  public health  through regulating pharmaceutical drugs, biologics and medical device in context to granting approvals for marketing authorization, surveillance of the clinical trial study of the drug, post-marketing surveillance of the medical product, etc. The Pharmaceutical companies seek for FDA approval for a new drug to be marketed through a long process. This process starts with applying an application knownRead MoreThe Food And Drug Administration1017 Words   |  5 Pagescosmetic products on the market all over the world than ever before. There has also been an emphasis on beauty and how one presents themselves to others. The combination of these factors lead to an increase in demand for cosmetics. The Food and Drug Administration (FDA) has little to no control over the regulation over the safety of the ingredients included in personal care products on the market. Problems arise because there are known and identified toxic chemicals in many cosmetics, but not muchRead MoreThe Food And Drug Administration1740 Words   |  7 Pagesto decline and present a risk to future food security. As a world, we are facing an adaptation deficit leaving us very vulnerable and thus, we must seek to find alternative resources to adapt and mitigate the risk to agriculture. One solution might be attributed to genetically modified foods, which are found in 80% of processed foods today, much to the unawareness of public consumers. In America, the Food and Drug Administration has the authority over food labeling and it has concluded that thereRead MoreThe Food And Drug Administration1903 Words   |  8 Pages2016. On December 1, 2014, the US Food and Drug Administration released a Final Rule clarifying the requirements, which include easy-to-see calorie counts for all â€Å"standard menu items,† as well as the inclusion of statements communicating the average daily intake of 2,000 calories and informing consumers that more detailed nutritional information can be obtained by request (Goldman, 2015). The goal of this rule is â€Å"to make nutrition information for certain foods available to consumers in a directRead MoreThe Food And Drug Administration2463 Words   |  10 PagesConsumers thus should be concerned what they put in their bodies. The Food and Drug Administration is regulating food, but people are sicker now than they ever have been. Not only them, but the big pharmaceutical companies also play a role in this giving drugs to people to help their problems but end up with a host of other problems from their fix. With this project I hope to show how incompetent the Food and Drug Administration is by unveiling what synthetic vitamins really are, the chemicals usedRead MoreThe Food And Drug Administration843 Words   |  4 PagesThe Food and Drug Administration (FDA) approved naltrexone in 1994 to assist in the treatment of alcohol dependence (Mark et. al, 2003). According to multiple studies of various sizes the medication has been proven to be highly beneficial in assisting with alcohol withdrawal and relapse (Leavitt, 2002; Rohsenow, 2004; Williams, 2005). With the approval of the FDA and the backing of many studies, why is this wonder drug not being more widely used? The following will address how naltrexone worksRead MoreThe Food And Drug Administration1142 Words   |  5 PagesAndy Nunez English 1101 Amy Sandefur 9 September 2014 Dear Michael Taylor, As senior advisor of the Food and Drug Administration (FDA), I understand that you must have thousand of proposals being addressed to you everyday. I also understand that the FDA is responsible for tests that use dogs, primates and other species as test subjects to meet legal safety requirements. (Navs.org) At the same time, I, and millions of other people believe that the laws on animal experimentation need to be reviewedRead MoreThe Food And Drug Administration1430 Words   |  6 Pagesto the sugary taste of many foods and go by many names – saccharin, aspartame, and sucralose  ¬Ã¢â‚¬â€œ but they are all formulated by chemical engineers. The Food and Drug Administration (FDA) describes artificial sweeteners as â€Å"probably safe,† and this statement has proven to be quite true (Nestle). For several years, aspartame and saccharin have been linked to weight gain and cancer in consumers and lab animals (Nestle). Because artificial sweeteners are used in many food pro ducts (most commonly dietRead MoreThe Food And Drug Administration1298 Words   |  6 PagesIn 2000, the US Food and Drug Administration issued a health claim which states that consuming foods containing plant sterol and stanol esters along with other low cholesterol and saturated fat foods can reduce the risk of coronary heart disease (Jones, Vanstone, Raeini-Sarjaz, St-Onge, 2003). Today, many functional foods in the form of margarines, spread, yogurt, and others, have been enriched with phytosterols and advocated as being able to reduce the risk of coronary heart disease. Phytosterols

A Crisis of Faith in Salvation, by Langston Hughes and...

In ï ¿ ½Salvationï ¿ ½ by Langston Hughes and ï ¿ ½Young Goodman Brownï ¿ ½ by Nathaniel Hawthorne there is a crisis of faith was present in both stories. Although both of the stories are very similar, they also are very different, too. In both stories, the main character experiences a loss of innocence through a faith crisis. The outcome of the loss of innocence in ï ¿ ½Young Goodman Brownï ¿ ½ was both positive and negative and in ï ¿ ½Salvationï ¿ ½ entirely negative. The faith crisis affected the way Goodman Brown and Langston reacted to their experience. The crisis of faith in ï ¿ ½Young Goodman Brownï ¿ ½ and ï ¿ ½Salvationï ¿ ½ was due to the outcome and the factors that influence the loss of innocence. In ï ¿ ½Young Goodman Brownï ¿ ½ the loss of innocence was due to the†¦show more content†¦Goodman Brown realizes ï ¿ ½There is no good on earth; and sin is but name. Come, devil; for to thee is the world givenï ¿ ½ (Hawthorne 167). In contrary to Young Goodman Brown, the lost of innocence in ï ¿ ½Salvationï ¿ ½ was due to the loss of faith and social pressures. Langston was pressured into being saved by his aunt because she felt it was the right thing for young Langston to do, and all the other young children were being saved. Langston aunt told him, ï ¿ ½when you were saved you saw a light, and something happened to you inside! And Jesus came into your life! And God was with you from then on!ï ¿ ½ (Hughes 330). He believes his aunt and most of all he wanted to see the light All the young people, but Langston and Westley, in the church went to the alter to be saved. After unsuccessful waiting and hoping to see Jesus, Westley pretended to see the light, went to the alter, got save, leaving poor Langston alone. Langston decided after the congregation sung and prayed for him over and over, that he would pretend to have seen the light and go get saved. With good intention, ï ¿ ½ I [Langston] decided that maybe to save further tr ouble, Iï ¿ ½d lie, too, and say that Jesus had come, and get up and be savedï ¿ ½ (Hughes 331). He thought that no one would ever know. He pretended to see the light and was saved. Later, that night he began to cry while lying in his bed. His aunt thought it was because he had seen Jesus. In

Procedural Requirements and Shared Liability

Question: Discuss about the Procedural Requirements and Shared Liability. Answer: Introduction: We are acting on behalf of the defendant, John Jones in this matter. The plaintiff Jean Symmons served a claim and statement of claim to our client on 5 August 2015. The plaintiff filed the claim and statement of claim in the Brisbane District Court on 3 August 2015. The claim made by the plaintiff arose out of an accident that took place in our clients premises on Friday, 10 January 2015. The plaintiff claimed that our client has been negligent in cleaning up the broken glass and liquid from the dance floor due to which the plaintiff slipped on the glass and sustained deep laceration on her left hand. The injury was so severe that she had number of stitches which prevented her from going to work for 6 to 8 weeks suffering financial loss. Our client denies her allegation stating that she was already drunk when she entered the dance floor. The night club was congested therefore our client had proper system to ensure that there are no spillages or broken glasses on the dance floor. Bill Right, an employee, was given the responsibility to clean mop the dance floor to ensure safety. Further, the DJ, Jack Cleaner was asked to warn people not to come on the dance floor with glasses in their hands. Furthermore, people who accompanied the plaintiff that night supported that she was intoxicated and fell down while trying to put the glass down. Our client accepts that the plaintiff did slip on the dance floor on the date in question and consequently sustained severe injuries on her left hand. Our client agrees that he owes a duty of care to all guests and the patrons entering into his night club. However, our client denies that he was responsible for the injuries sustained by the plaintiff. The contention of our client may be supported by the legislations researched that the plaintiff contributed to her own injuries because of her state of intoxication that night (Levy, Golden Sacks, 2016). Section 9 of the Civil Liability Act 2003 (Qld) states that a person does not commit a breach a duty to take precautions against any risk of harm unless such person could foresee the harm or the risk was not insignificant or any prudent person would have taken precautions under such circumstances. Section 12 stipulates that burden of proof is on the plaintiff who has to establish based on balance of probabilities that there was a breach of duty (Shavell, 2013). Section 23 of the Act emphasizes that to prove that the aggrieved person was not guilty of contributory negligence, he must establish that required standard of care was maintained by him as would have been maintained by any prudent person (Goudkamp Nolan, 2016). Section 47 of the Act states that if the aggrieved person was intoxicated at the time of breach of duty, it shall be presumed that the person is guilty of contributory negligence and is prevented from claiming damages (Antieau, 2016). However, if the aggrieved person can establish that the intoxication did not contribute to breach of duty or that it was not self-induced, the presumption may be rebutted. Section 24 defeats the claim for damages in case of contributory negligence and court may decide a reduction of 100% if it deems to be it just and equitable to do so. Conclusion In the case study, the plaintiff must establish on the balance of probabilities that she sustained injuries because of breach of duty of care by the night club owner. However, our client may use the defence of contributory negligence and might have to pay less damages or the claim for damage may be defeated. In this case, the plaintiff was injured when she slipped and fell on a dance floor at the Rockhampton Rugby League Football club premises. As the dance floor was crowded she had to walk around the couples dancing and while taking a turn she slipped. The plaintiff alleged that something had fallen off a tray on to the dance floor which caused her to slip. There was no evidence that there was any spillage on the dance floor and her claim was dismissed. The plaintiff attended the Gladstone Ten Pin Bowling Alley. She claims that she slipped as the lights were deemed and she sustained leg fracture. The defendant was found to be liable for committing breach of duty of care and the plaintiff was found to be liable to the extent of 40% as well. The defendant had a duty of care on the premises and due to dim lights the plaintiff slipped. The defendant was awarded to pay damages. In this matter the plaintiff has filed a Claim and Statement of Claim in the Brisbane District Court on 3 August 2015. The claim and statement of claim was served to our client on 5 August 2015. From the brief observations it is understood that the plaintiff has raised various issues that lead us to think that there is a probability that our client may have a feasible defence against the claim made by the plaintiff. The statutory provisions, relevant cases and other relevant documents have been attached with the brief supports the contention of the defendant. Reference list Levy, N. M., Golden, M. M., Sacks, L. (2016).Comparative Negligence, Assumption of the Risk, and Related Defenses(Vol. 1). California Torts. Goudkamp, J., Nolan, D. (2016). Contributory Negligence in Practice. Antieau, C. J. (2016). Procedural Requirements and Shared Liability.Antieau on Local Government Law, Second Edition,3. Shavell, S. (2013). A fundamental enforcement cost advantage of the negligence rule over regulation.The Journal of Legal Studies,42(2), 275-302. Garrett v North Rockhampton Sports Recreation Club Inc Anor [2002] QSC 044 Kathryn Joan Windley v Gazaland Pty Ltd Trading as Gladstone Ten Pin Bowl [2014] QDC

Customer Is Associating Value With Product â€Myassignmenthelp.Com

Question: Discuss About The Customer Is Associating Value With Product? Answer: Introducation Perception about a product determines how much the customer is associating the value with the product. Perception is very critical in marketing. A brand value is determined by consumers perception. Rolex is one of the biggest brands in the market of watches. The design, quality, price, marketing strategies, and most importantly, the class of it have contributed in developing the consumers perception about Rolex. Over the years, Rolex has been successful in maintaining its position as the best watch in the market, because it could establish the perception of the consumers (Atwal and Bryson 2017). Rolex Swiss watches are the prestigious and high precision time pieces (Rolex.com 2017). It offers the brand with the message that every Rolex tells a story. The brand presents the material value to the customers with a personal meaning. It could be an heirloom or a gift for success, Rolex claims to be part of an emotional journey of the customer. This way, the consumers also make this product as a part of the exceptional moments in their lives. They have believed in the message by the company and accepted the elegant and classic watch as the best in the market. Consumers motivation, attitude, anticipated returns from consumption of the Rolex watches indicates the consumer behavior. The consumers are motivated to purchase Rolex due to its high value in terms of elegance, class and emotions, as well as for the brand value. Having a Rolex is a prized asset for the consumers. The attitude of the consumers comes from his lifestyle. It is a psychological factor, which influences the buying decision of the consumers. The anticipated returns is the appreciation from peers and the happiness and satisfaction from owning such a high value product (Beal, Romaniuk and Patrick 2016) Social stratification refers to the presence or existence in clearly distinct social groups, formed by socio economic factors. Income is the key factor for this division, followed by lifestyle and social status. Being a high value product, Rolex is the choice of those consumers belonging to the higher social class, characterized by very high income and very high status. The broader campaigning analysis shows that, the buying choice of Rolex is mostly subjective to social stratification rather than group influence. People belonging to the higher class can afford to buy Rolex, which influences others in that group to buy that watch (Furnham, King and Kolzeev 2015). The decision-making process starts from identification of the need and ends with product selection. There are 5 steps of decision making process. The high value consumers feel the need to have a very high value watch to their collection. Then, they search for the suitable one, which suits their tastes and personality. In this step, they gather information from multiple sources. Thirdly, they evaluate the alternatives. In case of Rolex, the consumers do not get much alternatives in terms of social status. Thus, after evaluating the options, the people who are convinced with the value of Rolex, go for buying this watch. Advertising plays a major role in AIDA (Attention-Interest-Desire-Action). The main function of advertising is to grab the attention of the consumers. Hence, a lot of creativity and intelligence go into making an advertisement for a product. When it catches the attention of the consumer, it must create interest for the product by instigating the curiosity of the consumers. If the advertisement can present the features of the product in an attracting way, the consumer would be driven by his desire to own the product and they take the corresponding action of buying it. Thus, the advertisements work psychologically (Hellman 2017). Rolexs advertisements have always highlighted the features of the watches and the value that the watch adds to the social status of the consumer. Famous celebrities and achievers in almost all valued professions endorse this brand. It shows in a positive way that having a Rolex watch can inspire awe from the peers. Thus, it promises to add more value to the owners social status (Beal, Romaniuk and Patrick 2016). Rolex is considered to be the most reputed consumer product as per the industry. They approach the most successful individuals in various professions to promote their product. It is presented as a crown for every achievement. Thus, it has become a choice of the most successful and reputed people of the world. The primary goal of the brand was customer satisfaction. After 105 years of service, the goal of the brand has become the enhancement of the social status along with customer satisfaction with quality Success in any field determines the social status along with income level. Success or achievement is the only factor that is highlighted in the Rolex campaign. The company does not make a division of the society based on any demographic or cultural factors. These should not be used as a influencing factor, because that might bring an inferiority complex among the lower income class (Jain and Kamath 2016). The current target marketing of Rolex is the very wealthy customers, who prefer high quality and exclusivity. The owners are mainly male. It should focus on increasing the customer base among the female. They should also shift their focus on middle income classes, who cannot afford the watches for its very high price. Since Rolex is the highly valued and most reputed consumer product, it should now diverse its product ranges to something more affordable (Jain and Kamath 2016). References Atwal, G. and Bryson, D., 2017. Faking Luxury. InLuxury Brands in China and India(pp. 101-124). Palgrave Macmillan, London. Beal, V., Romaniuk, J. and Patrick, S., 2016. Reaching luxury brand buyers and driving desire: are advertising and word-of-mouth partners or substitutes?. Furnham, A., King, J. and Kolzeev, V., 2015. Smiley Faces: The Evaluation of Watches as a Function of the Time Displayed. Psychology,6(14), p.1850. Hellman, D., 2017. Liberty, Equality, Bribery, and Self-Government: Reframing the Campaign Finance Debate. Jain, S. and Kamath, S.S., 2016, December. Saliency Prediction for Visual Regions of Interest with Applications in Advertising. InInternational Workshop on Face and Facial Expression Recognition from Real World Videos(pp. 48-60). Springer, Cham. Rolex.com, 2017.Discover more on Rolex.com. [online] Rolex. Available at: https://www.rolex.com/ [Accessed 10 Sep. 2017].