Advertising and contemporary culture Research Paper

Advertising and contemporary culture - Research Paper Example Advertising also involves a sponsor who is the person who pays for the advertisement. All of these factors work together in an attempt to sell a product, service or concept to a target population through branding. Branding is described as forming an image associated with a certain product in the mind of the consumer. It involves gender studies, semiotics and effective mediums of advertising. Contemporary culture refers to the existence of different genres of something within the same frame of time. When we talk of contemporary culture, we talk about the different ethnicities, religions, societies and economies that exist today. With the world growing smaller due to increased mediums of communication, it seems that the advertiser’s job would be easier. However, it has gotten all the more difficult since not only has the market become more competitive but finances have become limited and while sponsors ask for maximum cost efficiency, designing campaigns that are targeted yet ef fective has become a challenge. Mass campaigns are cost effective but the message might be suitable for one market and outright offensive for the other. Thus, advertising’s relation with contemporary culture has never been as important as it is now. ... sion campaigns as well as new media which have not only pushed the advertisers to come up with new ideas but also increase budgets so that maximum number and types of medium can be used. These include covert advertising which overlaps with branding, mobile bill boards, ads on facebook and twitter, polls, consumer generated-advertising and celebrity branding. digital branding seems to be quite effective across all ages and is widely used in sport events, shopping malls and restaurants (Aimdigitalvisions.com) For example, Tom Cruise is seen using a Nokia phone and wearing a Bulgari watch in the movie Minority Report. This is an example of covert advertisement that was aimed at movie audiences which were predominantly under 35. Similarly, popup, advergaming and emails are also a popular medium of advertisement among the younger lot. The effectiveness of a medium of communication is not just measured by the age of a target audience. It has a lot to do with the size of an audience as well . Crowdsourcing is a very popular approach when the target audience is huge, the ad is supposed to be ‘most-buzzed-about’ (Elliott) and has to be reached within limited finances. Google, Hershey’s, Microsoft and Mini Cooper have adopted this approach. Global advertising is aimed at a much larger audience with a view to expand globally. For this reason, advertisers rely on advertising researches, look for ideas that have the potential to travel (Global Marketing Management) and increase the companies’ pace of implementation. The most important factor in such campaigns is to give an image of one voice. The advertisement campaign of IBM is a clear example of this. Another aspect of advertising industry’s relationship with contemporary culture is based on how it affects genders. Not

Childhood Obesity in the United Kingdom Essay Example | Topics and Well Written Essays - 3250 words

Childhood Obesity in the United Kingdom - Essay Example The government has noted the ever-increasing trend in childhood. They have hence come up with a policy that will aid in reversing the trend. In the past 25 years, childhood obesity in the United Kingdom has shown a great increase in the childhood obesity cases. The statistics posit that 33% of the girls between two to nineteen years are obese, while 25% of the boys within the same age limit falls victims too. Most significantly, the condition has led to harmful effects, making the country consume over two billion pounds in policies formulation and implementation. Additionally, the condition had led to the reduction in life expectancy among children by nine years. The number is even projected to rise. England has the highest cases of obesity compared to the United States of America. The survey conducted shows that Wales and Scotland have remained the leading countries in childhood obesity rates. The rising trend has caught the attention of the government. It has declared corporate soc ial responsibility as the final solution to the statistics reduction (Iacobucci, 2014).  The study done by Fraser & Edwards (2010), reveals that diverse reasons related to the environment, lifestyle, diet, socioeconomic status, and genetics encapsulates the causes of childhood obesity. The modern environment plays a great role in the determination of child growth. First, the prevalence of advertisements promoting unhealthy food consumption has been on rising. Besides, the activities within the child environmental growth area cut down physical activity and exercises adoption. Food consumption spearheads the obesity physiology, with consumption of food rich in calories and saturated fats. Furthermore, with the escalation in the concept of globalization and advanced technology, there is the adoption of a tendency to live sedentary lifestyles: more time in watching television and computer games.

Chinese Beer Market Essay Example for Free

Chinese Beer Market Essay China’s beer industry has enjoyed impressive growth over the past three decades—ranking first in the world in terms of output in 2010. But despite its achievements, the industry now faces serious challenges, including slowing growth rates and slim profit margins. To break the bottleneck, the industry must look to new growth sources. Promising strategies could include introducing high-end products in China’s urban markets and launching low-cost but still high-quality products in rural areas. To make these strategies work, Chinese beer companies will need to strengthen their operations on three fronts: brand positioning, distribution and cost control. 2 | Accenture Institute for High Performance | Copyright  © 2012 Accenture. All rights reserved. China’s Beer Industry: Breaking the Growth Bottleneck Despite its achievements, the industry has encountered several obstacles. For one thing, spectacular growth rates from earlier decades have recently lost steam. From 26 percent during 1980-1990, production CAGR shrank to 12 percent in 19902000 and 7 percent during 2000-2009. And while per-capita consumption has increased in China, it pales in comparison to numerous other countries—suggesting considerable room for growth. The industry also has meager profit margins, in part because low-end products account for 85 percent of the domestic market. Fluctuations in prices for critical raw materials such as barley and hops; soaring promotion costs aimed at launching higher-end offerings; and relentless price wars have whittled margins to 6. 4 percent—3. 9 percentage points lower than the industry average. Figure 1: Beer production in China, 1980-2011 (million tons) Industry production has enjoyed an average compound annual growth rate (CAGR) of nearly 15%. CAGR 14. 7% 4899 69 1980 1981 1982 1983 1984 1985 1986 1987 1988 1989. 1990 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 Since 1980, the Chinese beer industry has seen steady escalations in production as well as consumption. (See Figures 1 and 2. ) The top four players—Tsingtao Brewery, China Resources Breweries, Yanjing Beer and Anheuser-Busch InBev— accounted for 58 percent of the nation’s beer sales in 2011. Still, there is no â€Å"national† beer brand; indeed, the industry has decidedly different characteristics across China. The big beer makers are concentrated in China’s eastern, central and northeast regions. In these saturated markets, companies compete to serve urban consumers through well-established sales channels including supermarkets, restaurants and clubs. In China’s rural regions, characterized by relatively few sales outlets and high transportation costs, beer drinkers can find a slim variety of offerings mostly at small stores. Source: China Industrial Economic Statistical Yearbook, data of 2010 from China National Sugar and Alcoholic Commodities Fair, EPS. Figure 2: Beer consumption in China, 2003-2011 (liters) Per-capita beer consumption surged from 19. 6 liters in 2003 to 36. 36 liters in 2011. 36. 36.

Boyatzis Theory Of Self Directed Learning

Boyatzis Theory Of Self Directed Learning It was proved by Dr. Richard Boyatzis that medicinal and rehabilitative solutions to addictions do not last permanently and why addicts keep coming back to rehab facilities time to time. What this theory has shown is that adults learn what they want to learn. Other things, even if acquired temporarily (i.e., for a test), are soon forgotten. Students, patients and clients may act as if they care about learning something, go through the motions, but they proceed to disregard it or forget it-unless, it is something which they want to learn. Even in situations where aperson is under threat or coercion, a behavioural change shown will typically extinguish or revert to its original form once the threat is removed. This does not include changes induced, willingly or not, by chemical or hormonal changes in ones body. But even in such situations, the interpretation of the changes and behavioural comportment following it will be affected by the persons will, values, and motivations. Self-directed change is an intentional change in an aspect of who you are (i.e., the Real) or who you want to be (i.e., the Ideal), or both. Self-directed learning is self-directed change in which you are aware of the change and understand the process of change. The description and explanation of the self-directed change process is organized in five sections as shown in the figure below. Each section starts with a point of discontinuity.The persons behaviour may seem to be stuck for long periods of time and then a change appears quite suddenly. The First Discontinuity:Catching Your Dreams, Engaging Your Passion Our aspirations, dreams, and desired states are shaped by our values, philosophy, life and career stages, motives, role models, and other factors. This indicates that we can access and engage deep emotional commitment and psychic energy if we engage our passions and conceptually catch our dreams in our Ideal Self-image. The Second Discontinuity: Am I a Boiling Frog? For normal reasons, the human psyche protects itself from the automatic intake and conscious realization of all information about us. These ego-defence mechanisms serve to protect us. The boiling frog syndrome applies here. It is said that if one drops a frog into a pot of boiling water, it will jump out with an instinctive defence mechanism. But if you place a frog in a pot of cool water and gradually increase the temperature, the frog will sit in the water until it is boiled to death. These slow adjustments to changes are acceptable, but the same change made dramatically is not tolerated. Those forgiving the change, frightened of it, or who do not care, may allow it to pass unnoticed. Our relationships and interpersonal context mediate and interpret cues from the environment. They help us interpret what things mean. You ask a friend, Am I getting fat? To which she responds, No, you look great! Whether this is reassuring to the listener or not, it is confusing and may not be providing feedback to the question asked. Of course, if she had said, No, it is just the spread of age or normal effects of gravity you may not have more useful information either. There are four major learning points from the first two discontinuities in the self-directed learning process: Engage your passion and create your dreams; and Know thyself! Identify or articulate both your strengths (those aspects of yourself you want to preserve) and your gaps or discrepancies of your Real and Ideal Selves (those aspects of yourself you want to adapt or change); and Keep your attention on both characteristics forces or factors-do not let one become the preoccupation! All of these learning points can be achieved by finding and using multiple sources for feedback about your Ideal Self, Real Self, Strengths, and Gaps. The Third Discontinuity: Mindfulness Through a Learning Agenda A learning orientation arouses a positive belief in ones capabilityand the hope of improvement. A learning agenda helps a person focus on what they want to become. This results in people setting personal standards of performance, rather than normative standards that merely mimic what others have done. The Fourth Discontinuity: Metamorphosis Acting on the plan and toward the goals involves numerous activities. These are often made in the context of experimenting with new behaviour. Typically following a period of experimentation, the person practices the new behaviours in actual settings within which they wish to use them, such as at work or at home. During this part of the process, self-directed change and learning begins to look like a continuous improvement process. The Fifth Discontinuity: Relationships that Enable Us to Learn Our relationships are an essential part of our environment. The most crucial relationships are often a part of groups that have particular importance to us. These relationships and groups give us a sense of identity, guide us as to what is appropriate and good behavior, and provide feedback on our behavior. In sociology, they are called reference groups. These relationships create a context within which we interpret our progress on desired changes, the utility of new learning, and even contribute significantinput to formulation of the Ideal. In this sense, our relationships are mediators, moderators, interpreters, sources of feedback, sources of support and permission of change and learning! They may also be the most important source of protection from relapses or returning to our earlier forms of behavior. The major learning points from the fourth and fifth discontinuities critical in self-directed learning process are: Experiment and practice and try to learn more from your experiences! Find settings in which you feel psychologically safe within which to experiment and practice! and Develop and use your relationships as part of your change and learning process! The signposts on the path to self-direct learning are: At the end of self-directed learning approach that we followed, we gave each participant to evaluate him/herself on the below 9 outposts to keep track if they are progressing in the right direction. Has the person engaged their passion and dreams? Can they describe the person they want to be, the life and work they want to have in the future? Can they describe their Ideal Self? Does the person know himself or herself? Do they have a sense of their Real Self? Can the person articulate both their strengths (those aspects he/she wants to preserve) and gaps or discrepancies between their Real and Ideal Selves (those aspects he/she wants to adapt or change)? Has the person help their attention on both Strengths and Gaps- not letting one become the preoccupation? Does the person have their own personal learning agenda? IS it really their own? Can the elements of the plan fit into the structure of their life and work? Do the actions fit with their learning style and flexibility? Is the person experimenting and practicing new habits and actions? Is the person using their learning plan to learn more from their experiences? Has the person found settings in which to experiment and practice in which he/she feels psychologically safe? Is the person developing and utilizing his/her relationships as part of their learning process? Do they have coaches, mentors, friends, and others with whomthey can discuss progress on their learning agenda? Do they have relationships with which they can explore each their new behavior, habits, new Ideal Self, new Real Self, new strengths and gaps as the process unfolds? Are they helping others engage in a self-directed learning process? Cognitive behavioural therapy This is a psychotherapeutic approach, a talking therapy that aims to solve problems concerning dysfunctional emotions, behaviors and cognitions through a goal-oriented, systematic procedure. Patterns of Cognitive Distortions All-Or-Nothing Thinking You see things in black-and-white categories. If your performance falls short of perfect, you see yourself as a total failure. Disqualifying the positive You dismiss positive experiences by insisting they dont count for some reason or other. In this way you can maintain a negative belief that is contradicted by your everyday experiences. Magnification (Catastrophizing) or Minimization- You exaggerate the importance of things (such as your goof-up or someone elses achievement), or you inappropriately shrink things until they appear tiny (your own desirable qualities or the other fellows imperfections). This is also called the binocular trick. Should Statements You try to motivate yourself with shoulds and shouldnts, as if you had to be whipped and punished before you could be expected to do anything. Musts and oughts are also offenders. The emotional consequence is guilt. When you direct should statements toward others, you feel anger, frustration, and resentment. Labelling and Mislabelling This is an extreme form of overgeneralization. Instead of describing your error, you attach a negative label to yourself: Im a loser. When someone elses behaviour rubs you the wrong way, you attach a negative label to him: Hes a goddam louse. Mislabelling involves describing an event with language that is highly coloured and emotionally loaded. Personalization You see yourself as the cause of some negative external event which in fact you were not primarily responsible for. Guard against these Perfection Syndrome: Everybody needs to be and wants to be successful in life. Everybody in life wants to make it. However in doing so, we go overboard, stretch the limits of our body and return to the same stress levels that we wanted to overcome in the beginning. Entitlement Syndrome: Those inflicted with Entitlement Syndrome show symptoms of being overly-pampered, completely dependent upon others, frequently whining about trivial matters, full of jealousy and rage, excusing themselves out of doing anything difficult, unable to lose or fail gracefully, and they appear to resemble children in adult bodies. The Entitled consistently throw tantrums when they dont get what they want, especially if what they want belongs to the Responsible-Minded. The Entitled will often sue those who disagree with them, especially if they think it will fund their elaborate lifestyles for a long time.The only remedy for this disease is self-control. And the only source of self-control is their God-given moral conscience, which can often be lost altogether if the Entitled do not purge themselves from their enablers early in life. Dos and Donts Only meditation for first one year become aware of your feelings first and , then, to the inner-most thoughts Do not try to explain or apply any of these things to someone elses life Do not try to read anything about psychology, say, for one year

Explain How And Why The Jews W :: essays research papers

Explain how and why the Jews were persecuted in Nazi Germany from 1933 to 1945. Explain why it was so difficult to stop the persecution of the Jews. Between the years 1920 and 1930, many stereotypes of Jews developed in Europe. All Jews were seen as large nosed, wealthy, obese, dirty, ugly, smelly, dishonest, greedy, and deceitful people. They were also seen as drunk, perverted, and seducing people. In fact any bad point you can say about anybody, they were classed to be. â€Å"The only thing that Jews could understand was the whip.† There was a lot of propaganda in Der Sturmer, a German magazine/ newspaper about the Jews. A good example of that is a cartoon of a stereotypical Jew hugging what could be taken for a young Aryan woman. There is a bottle of alcohol on the floor. This shows the Jew to be a perverted, alcoholic user. Looking at the propaganda on the Jews, all of the visual pictures of the Jews had elderly people on them instead of young Jews. They used old people because it is easier to make an older person look uglier than she/he actually is.   Ã‚  Ã‚  Ã‚  Ã‚  The ideas for these stereotypes originally formed when the Romans became Christians. These Christians were against those who remained â€Å"traditional Jews†. They tried to turn people against Judaism. The Christian stereotype of a Jew was a dishonest, scheming character, responsible for lots of evil things. During the Medieval period, myths developed, enhancing the general appearance of the stereotypes that had previously been formed. The Blood Libel was a myth that stated that Jews used Christian children’s blood to bake their Passover bread. This idea was often aroused when a Christian child went missing. The Black Death was supposed to have been caused by Jewish people poisoning the rivers and seas. This could not have happened, because otherwise it would also have affected the Jews themselves.   Ã‚  Ã‚  Ã‚  Ã‚   â€Å"Life was very normal before the Nazis came to power,† says a woman who was a Jewish girl born in 1921. Jewish children could go to a Yiddish speaking schools. There was little conflict between the two religions and 13 million Jews lived in Europe. In Germany, Jews formed 1% of the population. They had a sense of belonging to the German race.   Ã‚  Ã‚  Ã‚  Ã‚  After World War I, Germany was forced to sign, the Treaty of Versailles, which meant that she, was plunged into a desperate situation.

Insider trading :: essays research papers

Insider trading has been a commonly discussed topic since Martha Stewart was accused, tried, convicted, and served a prison term for her involvement with the Inclon trading scandal. However, the definition of the term â€Å"insider trading† is not necessarily always connected with illegal activity. As a matter of fact, in some jurisdictions, â€Å"insider trading is no crime. Traditionally, it has been an expected, and perfectly acceptable prerequisite of certain sorts of employment.†(Insider Trading). But since the latter part of the 1960’s, stricter enforcement of insider trading practices have been put into place because of financial scandals.   Ã‚  Ã‚  Ã‚  Ã‚  First to be discussed is a concrete definition of â€Å"insider trading† as it is discussed in this essay. According to the â€Å"European Communities 1989 Insider Dealing Directive: insider trading is the dealing on the basis of materials unpublished, price-sensitive information possessed as a result of one’s employment.(Insider Trading)†   Ã‚  Ã‚  Ã‚  Ã‚  Ivan Boesky pleaded guilty to the biggest insider-trading scheme discovered by the United States Securities and Exchange Commission (SEC). He made 200 million dollars by profiting from stock-price volatility on corporate mergers. What he actually did was cheat by using illegally obtained secret information about impending mergers to buy and sell stock before mergers became public knowledge/ Although insider trading is nothing new, the SEC knows it has become a threat to the public’s confidence, and they must enforce regulations to stop criminal activity. The SEC has put pressure on managers to regulate information leaks, promising strict legal enforcement if a business fails to police misuse of privileged employee information.   Ã‚  Ã‚  Ã‚  Ã‚  In his plea bargaining, Ivan Boesky agreed to pay one-hundred million dollars in fines and to fully cooperate with the SEC members in other investigations of insider trading cases. His cooperation has also led to major charges against Kidder Peabody, Martin Siegel, and other financiers. Without Boeskey’s help, catching other insider-trading criminals would have been almost impossible. Ivan Boesky even wrote a book about his involvement in the world of insider trading; he called it Merger Mania.   Ã‚  Ã‚  Ã‚  Ã‚  This case illustrated that there were real consequences to white collar crime. In addition to paying the fifty million dollar fine, he relinquished another fifty million dollars of his illegal trading profits. (He still had millions remaining, however, from his illegal gains.) His actual prison sentence was three years, yet he served only twenty-two months in the federal prison at Lompoc, California, which was known to have a â€Å"country-club† atmosphere.

Critical Analysis of Mark Antony’s Funeral Speech Essay

Of all Shakespeare’s works , Julius Caesar is a play that hinges upon rhetoric – both as the art of persuasion and an artifice used to veil intent. The most striking of Shakespeare is his command of language. In Mark Antony’s funeral oration for Caesar, we have not only one of Shakespeare’s most recognizable opening lines but one of his finest examples of rhetorical irony at work. The speech could serve as a thematic synopsis to Julius Caesar. One of the most important and significant parts in the play is the funeral speech given by both Brutus and Mark Antony. At first, the funeral speeches seem to have no true significant meaning. However in further investigation it is established that the speeches ultimately serve as the basis for the final outcome of the play. By exploring the speeches of both Brutus and Mark Antony we are able to focus on the important details which alter one from the other. Through this analysis we are also able to realize why Brutus’s speech becomes one of his justifications and explanations, while Antony’s becomes one of manipulation and skill. It is known that both Brutus and Antony desired to appeal to the common people. However, the way in which each man went about it differs drastically. Not only did it influence the outcome of the play, but each speech also offers a unique insight on each of the speakers. Brutus’s speech Brutus’s speech becomes one of acquittal, not only for the people of Rome, but for Brutus himself. He uses his â€Å"honor and nobility† as a shield to defend and justify his actions to the crowd. Brutus states that he has carried out this horrendous act because of his love for Rome, and for the good of the people. â€Å"This is my answer, not that I have loved Caesar less, but that I love Rome more†¦ (3. 2. 21-22). In his speech he requests that the people use their â€Å"reason† to judge him. Although this seduces the crowd, it is not until after one of the common people cry â€Å"Let him be Caesar. † (3. 2. 51) that it is realized the speech is â€Å"merely too good for them. † Brutus begins to realize that liberty is not what the people wanted, but rather that they desire a powerful leader. Although his speech serves the purpose for its practical effectiveness, Brutus later comes to discover that his lack of insight of human nature aided in the apparent hopelessness of his cause. In comparison Mark Antony fully understands human nature and uses his awareness of it in his speech. Antony appeals to the passion and the grief of the people. What Brutus failed to recognize in the people, Antony used to his best interest. He realized that the people of Rome were completely incapable of acting with â€Å"reason† and he employed this inability to manipulate and control their emotions and actions. By using Brutus’ own explanations for Caesar’s death to begin his speech, Antony proves his validity to the crowd. By questioning Caesar’s ambition, yet never actually humiliating the conspirators; He succeeds in purposely leading the crowd away from any rational defense provided by Brutus. Antony uses his own grief along with a series of lies to remove the sympathy of the people. Through his powerful and honest speech he is able to cast a shadow of doubt into the minds of the people, and the crowd begins to gaze at the true motive behind Caesar’s murder. Antony understands the needs and wants of the people and uses this to prey upon their emotions and passions. He dangles Caesar’s Will in front of the people and then quickly puts it away again, knowing that the crowd will demand that it be read. Antony also recalls memories of the cloak Caesar now wears, while revealing his bloodied body, fully aware of the havoc it will reek, but unrelenting in his quest for revenge. Antony’s Speech Antony’s performance on the bully pulpit came as no surprise. To be sure, Antony does not have it easy. He is already a man distrusted by the conspirators for his friendship with Caesar. Brutus lets him speak at Caesar’s funeral, but only after Brutus,a great orator in his own right, has spoken first to â€Å"show the reason of our Caesar’s death†. Burtus makes it very clear that Antony may speak whatever good he wishes of Caesar so long as he speaks no ill of the conspirators. Obviously Antony has two advantages over Burtus: his subterfuge and his chance to have the last word. It is safe to say that Antony makes the most of his opportunity. He even mocks the senators and merely sets the table for dissent. He progressively hits upon the notes of ambition and honourable in a cadence that soon calls both terms into question. Friends, Romans, Countrymen, lend me your ears; From a rhythmic perspective, the trochaic feel of this opening immediately commands attention. The succession of hard stresses is also Shakespeare’s way of using the verse to help Antony cut through the din of the crowd. Antonoy also echoes the opening line that Brutus uses [â€Å"Romans, countrymen and lovers†],but conspicuously rearranges it; where Brutus begins with â€Å"Romans† to reflect his appeal to their reason, Antony begins with â€Å"friends†, which reflects the more emotional tact he will take throughout the rest of his speech. Remember also that Antony has entered the Forum with Caesar’s body in tow and will use corpse as a prop throughout his oration. Antony follows with a line of straight iambic pentameter punctuated with a feminine ending [ â€Å"I come to bury Caesar, not to praise him]. Here is the first irony of Antony’s speech, in that he is unequivocally here to praise Caesar. Antony is, in fact, lying. Come I to speak in Caesar’s funeral,Antony returns to the actual predicate of his statement with innocuous metrical regularity. The line is all but a throway; Antony doesn’t want the crowd dwelling on the idea that he is speaking here by permission. The preceding parenthetical insertion of Brutus and the rest being â€Å"honourable men† displace his emphasis and lessens the impression that Brutus holds sway over him. In doing so, Antony effectively obeys the letter of his agreement without yielding to its spirit. But Brutus says he was ambitious; Antony contrasts his experience with what Brutus has said. The obvious implication is that Brutus and Antony have different views of Caesar. The more subtle implication is that since both men have claimed him as their friend, they have equal authority to speak on the subject of Caesar’s disposition. Antony, however, has the advantage of not needing to justify his actions. Instead, Antony can focus on sawing the limb out from under Brutus’s argument. And Brutus is an honourable man. At this point, Antony is still ostensibly speaking well of Brutus—at least to the crowd. A plebian might think that at worst, perhaps, either Antony or Brutus has made an honest mistake in his judgment of Caesar. On the other hand, the words says, ambitious, and honourable are becoming impossible to miss. Yet Brutus says he was ambitious; This is the third time in this speech that Antony utters this refrain. Every time he says this, it draws Brutus in an increasingly harsher light. The recurring repetition amplifies the question in the mind of the audience, There is a rather obscure rhetorical term for this technique; it’s known as repotia, which describes using the same phrase with minor variations in tone, diction, or style. My heart is in the coffin there with Caesar, The regular iambic rhythm of the line and the feminine ending both help soften this line’s tone, which contrasts the high fervor of â€Å"O judgment! † It’s a simple metaphor that holds up well four centuries later. To Antony’s credit, the sentiment is grounded in his love for Caesar; it’s also quite telling of the character that he’s able to use this emotion in such a cynical enterprise. Throughout his speech Antony calls the conspirators honorable men. He then says, â€Å"You [the crowd] all did love him once, not without cause. What cause withholds you then to mourn for him? † This question goes against Brutus by questioning his speech when he betrayed Caesar. Now the crowd is starting to turn against the conspirators and follow Antony. Even though in his speech Antony never directly calls the conspirators traitors, he is able to call them â€Å"honourable† in a sarcastic manner that the crowd is able to understand. He starts out by citing that Caesar had thrice refused the crown, which refutes the conspirators’ main cause for killing Caesar. He reminds them of Caesar’s kindness and love for all, humanizing Caesar as innocent. Next he teases them with the will until they demand he read it, and he reveals Caesar’s ‘gift’ to the citizens. Finally, Mark Antony leaves them with the question, was there ever a greater one than Caesar? which infuriates the crowd. He then turns and weeps. Antony then teases the crowd with Caesar’s will, which they beg him to read, but he refuses. Antony tells the crowd to â€Å"have patience† and expresses his feeling that he will â€Å"wrong the honourable men whose daggers have stabbed Caesar† if he is to read the will. The crowd yells out â€Å"they were traitors† and have at this time completely turned against the conspirators and are inflamed about Caesar’s death. Antony uses the â€Å"Ceremonial† mode of persuasion in order to convince his audience that Caesar is not worthy of honor and praise. Antony must use â€Å"pathos† in order to appeal to the emotion of the audience. He must understand the disposition of the audience in order to successfully persuade his audience that Caesar truly was an ambitious man. â€Å"†¦ Bear with me; / my heart is in the coffin there with Caesar, / And I must pause till it come back to me. † (JC III ii 47) Marc Antony’s speech at Caesar’s funeral was so cunning and powerful that it caused the crowd’s loyalties to sway. Prior to Marc Antony’s oration the crowd favored Brutus and the conspirators. However, Marc Antony’s compelling discourse caused the plebeians to support him, and not Brutus. Marc Antony used three literary devices during his funeral oration, rhetorical question, sarcasm, and repetition, to successfully persuade the crowd. Although the crowd was supportive of the conspirators after Brutus’s speech, Marc Antony’s use of sarcasm in his funeral oration caused them to rethink who they should support. Conclusion Although both of Caesar’s funeral speeches seem to serve the basic purpose of appealing to the people, their dissimilarity serves as a great significance. Brutus’ speech, which appeared to be, honest becomes a speech of symmetrical structure, balanced sentences, ordered procedure, rhetorical questions and abstract subject matter, and ultimately became a speech of utter dishonesty. This along with Brutus’ lack of human insight aided in his inevitable downfall. Mark Antony’s speech on the other hand, for all its playing on passions and all its lies, proved to be at the bottom a truly honest speech because of Antony’s unconditional love for Caesar. To that extent Antony had truth on his side, making him concrete and real rather then abstract, and with this aided in his successful victory.