Victoria Secret Communication Strategy Essay Example

Victoria Secret Communication Strategy Essay Task: 1) Pick a brand (consumer goods categories including services) and gather all its marketing communication materials, and evaluate how effectively the brand has mixed and matched marketing communications (see Chapter 6). 2) Based on your understanding of the role of social media and other new forms of marketing communications, develop an interative brand-consumer communication program or campaign (refer to Chapter 5, Chapter 6, and Chapter 7) Length of the report (choose either Word or PPT format) 1. For Word format, no more than FIVE pages (1. spaced, 12 font size) 2. For PPT format, no more than 50 slides are expected (35 40 slides range would be better). How well does a proposed ad campaign contribute to brand equity? Introduction Background Communication Objectives Designing Social Media Communication Target Customers Message Strategy Execution Elements Evaluation and Control Marketing Communications: everybody can be sexy; pictures say more than words I. Media advertisi ng 1. Television broadcast of the Victoria’s Secret Fashion Show The possibly most outstanding, far-reaching marketing move is the annual Victoria’s Secret Fashion Show, being broadcasted on CBS during primetime with almost 10 million viewers in the year of 2012. The show is being used as a place to show-off for varying entertainers, designers and celebrities, having developed into an event with international relevance and recognition. The show and its execution stand for originality, excitement and extravagance, presented by the world’s top models, also known as the Victoria’s Secret Angels. In the center of attention is the strong dominance of the image Victoria’s Secret wants to convey and literally scream out to its audience: the incomparable sexiness, the overbearing powerfulness and the imperturbable supremacy of the brand itself and its wearer. According to CMO Ed Razek of Limited Brands regarding the effect of the show, â€Å"online sales increase substantially both the night the show is taped and the day after its broadcast. We’re talking tens of millions of dollars here, at least† (Raven). 2. We will write a custom essay sample on Victoria Secret Communication Strategy specifically for you for only $16.38 $13.9/page Order now We will write a custom essay sample on Victoria Secret Communication Strategy specifically for you FOR ONLY $16.38 $13.9/page Hire Writer We will write a custom essay sample on Victoria Secret Communication Strategy specifically for you FOR ONLY $16.38 $13.9/page Hire Writer Television Advertisements with aggressive messages Victoria’s Secret’s marketing strategy features several television advertisements, promoting new product lines or special occasions throughout the year such as Christmas or Valentine’s Day. A high consistency of the advertisements and high familiarity of the ad-structure makes it easily recognizable for consumers to distinguish VS’s commercial from other labels: each commercial features several Victoria’s Secret Angels and a large display of various styles and shapes of their lingerie for different tastes. Further, it always features the brand name and a reminder of other company-linked mediums such as the stores, the catalogue and the online store. The models are always presented in action and wearing only lingerie to grab the viewer’s immediate attention. The rather fast-moving scenery, exactly displays the attributes consistent to VS’s brand image and the hedonic user imagery: especially the â€Å"It’s Showtime† (http://www. youtube. com/watch? v=g8hCGq7oZdsfeature=fvwpNR=1)commercial designed my Michael Bay (Independence Day, etc. gives the advertisement a feeling of adventurousness, mystery, and the lingerie-displaying models a sense of being untouchable, sexy, powerful, desirable, irresistible, playful. This image is consistent throughout the advertisements and commercials â€Å"helps the [consumer] know what to expect and the variety keeps them coming back† (Raven). The verbal message – if present – comprises a very strong invitat ion or almost obligation to buy, conveying VS products to be the perfect choice of present for each occasion, such as stated in the â€Å"Tell me you love me† (http://www. outube. com/watch? NR=1feature=endscreenv=8Ev5TyHYSfY) commercial: Seducing women whisper to the viewer to tell them â€Å"you love me†, reinforcing this wish with the final sentence â€Å"There is nothing like a Christmas present from Victoria’s secret†. As to prove one’s eternal and only love for a women, men as well as women get triggered directly – the one in the double bind of conveying his love especially through VS lingerie, and the other in the expectancy of such a gift as a sign of true affiliation or doubt. . Advertisement and presence in high-gloss magazines Magazines such as Elle and Vogue in the United States are the main print-medium to advertise to VS’s target consumer. The highly recognizable and consistent advertisements mainly introduce product lin e launches, displaying the consistent image of the VS brand with the sensuality and sexiness of the featured models. Besides, there are numerous articles featuring either the VS Angels or brand-related information, keeping the brand present to the consumer. VS has even reached out to reach their male shadow target audience, by featuring articles in the GQ men’s magazine, displaying desirable full-page photographs and even advertisement – making men want to see their women as sexy as the Angels, letting them consider to buy VS lingerie. II. Direct Response Advertising Direct response advertising is viewed as the key component of relationship marketing. VS cleverly applies this communication method via its Facebook group with 21 million members, engaging them in active participation by empowering them to vote for certain products a model should wear for a show, vote for â€Å"either or† questions regarding products as well as respond to questions on their personal opinion about what they want to buy. The analysis of these responses certainly has an immense value for VS as they can easily and at a low cost detect consumer preferences and possible shifts, track responses towards special fields of interest and keep the consumer engaged with the VS brand. III. Place resp. out-of-home advertisement 1. QR code campaign: Sexier than Skin A use of innovative technologies regarding mobile applications has been successfully integrated through the â€Å"Sexier than Skin† campaign. Huge billboards throughout the United States featured each a VS model with a QR (quick response) barcode hiding their presumingly naked intimate body parts. Every passer-by equipped with a mobile phone has been able to directly scan the QR code after having downloaded a gratuitous application, thus being able to â€Å"Reveal [e. . ] Candice’s Secret†. Consistent with the â€Å"Sexier than Skin† campaign, the then on the screen visible advertisement showed the same model wearing VS’s new, sexy product line, convincing the viewer to be literally sexier than only skin. In order to increase the effectiveness of the commercial, the advertisement has been directly connected to Victoria’s Secret’s main website, allowing con sumers to directly browse through products and to shop online. . Mobile billboard campaign In the year of 2009, Citi-Mobile has launched a mobile billboard for VS’s â€Å"Perfect One Bra† campaign, â€Å"which featured a â€Å"stylish, state-of-the-art† 3D mobile billboard with a VS model printed on it wearing the new bra. The mobile passed major shopping areas and hotspots of Los Angeles County, carrying an additional announcement of the live-appearance of Heidi Klum at one of their flagship stores to launch the new line. The buzz has spread among trendsetters, and a large crowd lined up to meet Heidi Klum and take photos with her, as she personally drove the mobile billboard to the store that day and excessively promoted the new product (http://www. prweb. com/releases/2009/03/prweb2214114. htm). 3. Angel Wings Box In 2012, nine boxes with worn vintage VS Fashion Show wings have been put up on Broadway New York, where people were able to have a photo taken with. These photos could be sent to VS via mobile multimedia message in order to get them uploaded on the VS Facebook fanpage. A moment for fans to either enjoy being in the center of attention, taking part in the stunning experience of getting close to the Angel’s wings and sharing this moment online. Hence, people were able to tag themselves and to share it with their friends, spreading and promoting the brand throughout their social network, enabling VS to profit from very low-cost, efficient marketing (http://www. herworldplus. com/fashion/updates/try-on-a-pair-of-victoria-s-secret-angel-wings). 4. Product Placement Easily recognizable Victoria’s Secret items such as the typical pink-striped shopping bag or the store front have been cleverly placed into several movies or TV-series, such as â€Å"Juno† (http://www. brandchannel. com/home/post/2011/12/09/At-the-Movies-A-Product-Placement-Super-Team-In-Young-Adult. aspx), a TV drama called â€Å"The Towns† (http://productplacementwatch. blogspot. hk/) and â€Å"The Office† (http://www. brandspotters. com/brand. aspx? id=48), subliminally confronting the consumer or viewer with the brand’s presence. 5. In-store advertisement mostly only showing a picture, luring the desire to upgrade oneself with such an amazing lingerie product; * 4. Promotions: to encourage first trial or visit of (online) store by lowering price resp. adding value: coupons, rebates, gimmicks, free gifts, bundle pricing, promotions during seasonal sales; better perceived value; seem to have become stable part of VS marketing To Earn Online/Catalogue: * Place an order of in-stock merchandise totaling $10 or more and use offer codeLOVEANGELS  at checkout. Choose the Victoria’s Secret Angel Credit Card* as your method of payment. (You must complete your order with an Angel Credit Card to qualify. ) * Your free Secret Reward Card will be added to your order after offer code is applied and will be included in your merchandise package. One free Secret Reward Card per order. To Earn in Stores: * Use your Victoria’s Secret Angel Credit Card* with any purchase of $10 or more to receive your free Secret Rew ard Card. One free Secret Reward Card per customer, per day. Valid only at US, non-outlet Victoria’s Secret stores. Same for facebook subscribers (digital coupons); or newsletter and catalogue subscribers as well; helps to reach price-sensitive consumers, increase product trial and quick, hedonic, in-store buying decisions; make it look as VS makes a special offer to their consumers, does not lower the perceived quality image; risk that buyers stick to promotional offers instead of buying the brand out of affiliation – but there are constantly promotions if only you follow FB, website, or other media; the brand after all makes profits large enough as the promotions are usually tied to a minimum purchase amount; . Interactive: website: online shopping possibility, consistent in colors and style (pink), very clear, directly uring with rebates and special promotions; VS ALL ACCESS features newest updates about models, shootings, press released, trend reports, interviews and previews of the new collections to keep followers updated, involved, interested; also featuring videos how to get in sha pe as the admired angels, how to put on make-up the way they do – you can adapt their whole look and lifestyle as a passionate follower; store locator, policies, etc. clear and consistent design, easy to navigate through; iPhone and Android Web: Victoria’s Secret â€Å"Get your Wings† application; PLUS normal app to allows online shopping and direct ordering e-mails in the form or newsletters: Stay in touch in style via your inbox, with the latest from Victorias Secret, exclusive online and in-store offers ; sales, new fashion, lingerie ; beauty alerts, in-store events ; store openings in your area, news and offers from Victorias Secret and its sister companies. Social Media: facebook as rather to create a long-term relationship and consumer engagement (FABULOUS; design your own; encouragement to buy things and feel sexy), etc. ; almost 22million likes; 2 million followers on twitter; Welcome to the official Victoria’s Secret page, where Angels, Bombs hells the sexiest fans on Facebook get their fix for everything VS. Company Overview Victorias Secret is inspired by a love for lingerie, and the desire to bring beauty—and fantasy—into every woman’s wardrobe. We believe little luxuries are of grand importance. And what’s closest to your body is always closest to our heart. All under a â€Å"Life is Fabulous† slogan, especially the word fabulous being featured in the majority of posts; created a facebook community; able to fine tune its marketing and yield marketing insights, as consumers get involved by voting for outfit preferences; interactive involvement by directly promoting a new product line with the question whether â€Å"YOU† (spelled in capital letters† already found the perfect fit; easy platform to respond to consumer requests, responses, complaints, etc. irectly, publicly; promoting Model or theme playlists on spotify people can contribute to; online videos via youtube channel: featuring newest online or Tv commercials and extended cuts, product introductions, behind-the-scenes videos on VS’ youtube channel, insights and close-up from the models, workout plans â€Å"train like an angel†, make-up tips â€Å"look like an angel†, vi deos â€Å"on the Art of Living Fabulously†, the Fashion Show, â€Å"you asked – we answered†; Mobile marketing via APP be it get your wings or the online shop, QR code scanning; to increase loyalty; targeted mobile ads in Pandora’s iPhone app – geo-targeting, as the ads show how far away consumers are from VS store – redirection to mobile landing site; increasing trial â€Å"Victoria’s Secret, the  largest American retailer of lingerie, has recently launched the first ever nationwide mobile messaging campaign in the United States using rich media messaging, the next generation of MMS technology,† said Cezar Kolodziej, president/CEO of Iris Mobile, Chicago. (http://www. mobilemarketer. com/cms/news/messaging/14124. tml) â€Å"They are promoting their VSX Sexy Sport brand by sending workout tips through their video series, ‘Train Like An Angel,’† he said. â€Å"These tips are delivered by Victoria Secret m odels themselves, also known as the Angels, to teach women how to stay in shape. † Rich media messaging is the only mobile technology that allows Victoria’s Secret to deliver videos on all mobile handsets and carrier with no data connection required; thus watchable EVERYWHERE; keeping in touch, updating, informing, strengthening the relation; to bolster awareness 7. Event marketing and sponsorship: Fashion show PINK NATION 8. Publicity and public relations: Angels as spokeswomen, social stuff? (but the 2000 show was moved for a year from the usual February event at the Plaza to a May event in concert with the  Cannes Film Festival  in France to raise money for the Cinema Against AIDS charity; it raised $3. 5 million. ) 9. Word-of-mouth Consistency of content in FB stuff – makes people come back as they know there will be something waiting for them; All contribute to brand equity: by creating awareness of the brand, linking pop and pod associations to the brand in consumers’ memory, eliciting positive brand judgments or feelings (socially active? , and facilitating a stronger consumer-brand connection and brand resonance; Intended  goals  of an  advertising  or  promotional  program. Possible communications  objectives  include  (1) creating brand  awareness, (2) imparting  knowledge, (3) projecting an  image, (4) shaping, enhanding  attitudes and influencing int entions, (5) stimulating a  want  or desire, and/or (6) effecting a  sale, facilitate purchase behavior. (7) Building brand image; Read more:  http://www. businessdictionary. com/definition/communications-objectives. html#ixzz2Ny5BtTpR Communication objectives of social media: http://www. chrisbrogan. com/10-communications-objectives-of-social-media/ We observe, young consumers use social media as a push medium (too) they send out messages and are promoting themselves. They get friends with brands, because brands follow back REWARDING LOYAL CUSTOMERS 1. Generate awareness. 2. Drive Trial. 3. Product Launch. 4. Establish Need/Want 5. Product/Service Comparison. 6. Positive Association. 7. Form/Change Opinion. 8. Influence the Influencers. 9. Drive Action/Traffic. 10. Establish/Regain Trust.

Essay on Bipolar Disorder

Essay on Bipolar Disorder According to the National Institution of Mental Habits, bipolar disorder is characterized by extreme mood changes, from manic episodes of intense energy, followed by extreme lows of depression. Quite a few of the history’s best artists, entertainers and athletes and the like have or have had Bipolar Disorder – whether diagnosed or not. This includes crooner Frank Sinatra, 1960s icon Jimi Hendrix, ’90s rocker Curt Kobain, painter Vincent Van Gogh, tons of writers, and even actress Catherine Zeta-Jones, among too many others. Sometimes called â€Å"Manic Depression,† Bipolar Disorder affects 2.5 percent of the U.S. population. It is characterized by extreme mood changes, from manic episodes of intense energy, followed by extreme lows of depression, according to the National Institution of Mental Habits. Bipolar Disorder is difficult to diagnose, even to experts, because there are so many different varieties of Bipolar Disorder and Depression. Reasons of Bipolar Disorder Many factors can be attributed to the reason a person experiences Bipolar Disorder. It can be due to their genetics, as in how they may have inherited from their parents the gene for Bipolar Disorder. It could be brought on by drug and alcohol abuse and addiction; it is a much-known fact that substance abuse is very common among people with Bipolar Disorder, the reasons for which are unclear. However, it is speculated that people with Bipolar Disorder may treat their symptoms with alcohol or drugs. It is also known that substance abuse can trigger, or even prolong, mental illness, including mood disorders. Naturally, medications exist for Bipolar Disorder, and they have been known to help alter a person’s brain chemistry so that their mood is balanced and steady. After a person is diagnosed with Bipolar Disorder, they are most always given medication to combat the intense symptoms. RELIEVING STUDENTS SCHOOL-RELATED STRESS However, lifestyle choices can also potentially help a person manage their mental illness or mood disorder. This extends to drinking habits and drug-taking habits, as said before, but stress, diet, exercise habits and overall health play a crucial role, too. Moderation and self-discipline are always key. Exercise has a way of balancing the firing of neurotransmitters in the brain, which play a crucial role in mood, behavior and cognition and happiness. It is a proven fact that exercise and physical health are fundamental to good mental health, as well, in part because it helps relieve stress and tension and it also encourages the body to work properly and effectively. How to Deal with Mood  Disorder? One of the scariest things about any mood disorder is the way it becomes insurmountable to deal with and tackle. In other words, some people experience horrific Bipolar episodes and fear they will have to deal with the uncertainty and unpredictability of it for the rest of their lives. It affects every single aspect of one’s life. Unfortunately, this all too often tricks people into thinking they are better off committing suicide, ending their life, the pain, the depression. This is because the person with Bipolar Disorder experiences a high so high that they feel they can do anything, become a better person, be successful and happy and productive and wealthy. They get ideas and missions, create objectives, and they get powerfully motivated to do something. However, this high, the manic state, can directly follow a Depression so crippling that they feel the Manic state they just experienced was mostly just to tease them – that they could never be happy or at least not h appy for too long. To conclude, Bipolar Disorder exists and it’s an issue worth paying attention to. It is something that affects people from all walks of life, cultures, professions, philosophies – and it affects various – if not all – aspects of their life, as well, almost always in a detrimental way. It can keep a person from sleeping well at night, from eating and interacting with people, from doing things they enjoy, even things they have to do – like going to work and other responsibilities. Even simple things like doing laundry can be a struggle for people with Bipolar Disorder or with any variation of Depression. What is most tragic about Bipolar Disorder is the fact that it can occur suddenly and without any warning – it just happens. Nothing, in particular, may trigger it. Bipolar Disorder doesn’t discriminate by wealth, ethnicity, and religious creed. But it is a problem all over the world – and it is just as serious as cancer is.

Point of View 2 Essay Example | Topics and Well Written Essays - 500 words

Point of View 2 - Essay Example On the few days he wasn’t busy, there had always been something else to do or to think about. It was just as any other day when Dad introduced Heidi, she looked so young next to my Nana. Shortly thereafter I heard Dad and Nana argue. He informed me that I would be living with Heidi from now on and Heidi would be my new mother. I got so excited and sad at the same time, not wanting to leave my dear old nana. â€Å"But nana who would take care of you?† I cried. â€Å"Don’t worry, I’ll be all right. I’m sure you’ll come to visit me often.† And just like that I was off to a new life. Heidi is not at all like her nana. I knew that she resents having me around. I often asked when I was going to have a little sister or a little brother to play with and Heidi always answers with a swift look with searing eyes. Everyday I have to make sure I don’t get in her way especially when she has her friends around. My only solace is my room or the garden in the backyard where I play with my dolls and run along with butterflies and other insects. I like animals too. My father once bought me a goldfish but it died. I wanted to give it a proper burial in the garden but when my stepmom found Goldie, she just flushed it in the toilet. I never got mad at her, I figured, she’s the closest I could have for a family now that Dad’s always away. School days are the best. It was a way for me to get out of the house.

Exam Reviewer Essay Example | Topics and Well Written Essays - 2000 words

Exam Reviewer - Essay Example The mission and vision is important to the stakeholders, especially customers and suppliers (Etzon & Struben, 2011). Analysis of stakeholders’ Importance Government. The Israeli government’s importance includes creating laws ensuring a level electric car selling field. The laws include environmental laws and labor laws within the production and sale of electric cars. Without government intervention, chaos arises to unfavorably affecting the free market. The Israeli government implements ISO standards. Investors. The investors’ importance is placing funds into Better Place’s coffers. The funds are used to hire employees, buy production and sales equipments, and pay other operating expenses (selling and marketing expenses). The funds fill the needs of the current and future global electric car customers. Further, the investments will include setting up battery charging stations in strategic locations. The locations include malls, sidewalks, train stations an d offices. Customers. The importance of the current and future customers of Better Place is purchasing the Better Place electric car products. The initial 20,000 Israeli customer’s payments are used to compensate for the marketing, production, and administration expenses of Better Place. The electric car users may purchase a home charging equipment for less than $301(Etzon & Struben, 2011). ... Further, the above stakeholders’ will judge Better Place’s performance. The performance includes the timely delivery of quality electric car products, accessories and services. The customers will discouragingly complain for lackluster performing electric car products. The lack of electric car battery charging stations will discourage Better Place customers. The stakeholders may be hindrances to Better Place’s performance. The Israeli government may institute laws that hinder Better Place’s attaining higher revenue targets. Specifically, governments instrumentally required manufacturers to reduce hydrocarbons, nitrogen and carbon monoxide exhausts. These exhausts contributed to air pollution. Some electric utilities use fossil fuel to generate the electric car batteries’ electricity charges. Line of business. The firm, Better Place, is established to fill the electric car and other related needs of the current and future customers. The related needs include adequate electricity supply (Etzon & Struben, 2011). Adequate supply entails abundance of electric car battery supplies. Adequate supply includes the current and future customers’ easily access to the company’s electric car models. Further, the firm exists to generate profits (Soosay et al., 2012). Specifically, Better Place offers several electric car plans. The customers purchase Electric Recharge Grid Operators (ERGOs). The car drivers buy the batteries from the battery suppliers. Better Place sets up electric car battery charging stations. The drivers pay for the required vehicle repairs and maintenance expenses, specifically the electric car’s power train maintenance expenses. Lastly, Better Place helps its customers avail of tailored

Procopius secret history Essay Example | Topics and Well Written Essays - 750 words

Procopius secret history - Essay Example Justinian is presumed to be of average height, he is not tall or short. He is also described as moderately flabby and not thin. The author continues to describe Justinian as healthy looking. His physical appearance is not affected even when he fasts for two days. In contrast, Justinian has a different character from his attractive appearance (Halsall 1). This makes it difficult to describe Justinian. Justinian is illustrated as amenable and villainous. People may refer to him as a moron. Justinian is never honest with any individual, but all the time crafty in his actions and words. Nonetheless, he is tricked by any person who wants to delude him. In addition, Justinian’s personality is an unusual mixture of wickedness and foolishness. His contradictory characteristics combine in his makeup. Justinian’s Administration Justinian changes the country’s laws and regulations as soon as he takes charge. He reintroduces into the administration whatever elements of the s ociety that are forbidden. In contrast, Justinian repeals all customs or practices that were previously set up. Moreover, Justinian abolishes existing agencies and creates different ones to manage the public issues of the state. He also alters the structures of the army. He changes the regulations and laws of the military. He makes all these changes, not for any advantage or improvement of justice, but to make everything recent and named after him (Halsall 1). His foolishness is further highlighted when he renames institutions and structures he is unable to alter. Justinian also does everything to acquire property, including looting and killing. He accumulates property through looting. He grabs the houses of the wealthy and searches for more property. He shares a part of his loot with barbarians. Justinian’s Laws He has a thought of killing more people in the state and gaining more property. He promotes frontier warfare, and civil strife to conquer the Romans. He creates a ne w way of eliminating his people. He sets up new laws that abolish previous religious beliefs, for example, he calls for the abolishment of heresies, used by the Christian faithful in the Roman Empire. He replaces the religious beliefs with the orthodox dogma, theeatening. For example, he proposes loss of the heretic’s entitlement to give possessions to his household or further relatives. These laws make the heretic churches extra wealthy. These depict a vast wealth disparity between the heretic churches and the entire Roman Empire administration (Halsall 1). He also enforces a law that prosecutes offences regardless of the time they occur. Period of Existence The writer lived in a period of dictatorship and inadequate freedom. This is because this period had a lot of restraints. There are a number of suggestions that the administration of Justinian has not been efficient as perceived. People were forced to move from the state to other areas (Halsall 1). The people spread to d ifferent cities and countries. This is because they were escaping prosecution from the administration. Conclusion From the beginning, the resource characterizes Justinian as an individual with different characters from his appearance. This is because he never practices honesty with any person and is always crafty in his actions and words. He is also depicted as evil and foolish because he get whatever he wants through any means and can be easily tricked by anyone. The work

Study Of Sound In Citizen Kane Film Studies Essay

Study Of Sound In Citizen Kane Film Studies Essay Shooting a film is one of the technological ways of storytelling; in terms of oral story, it is essential to have understandable conversations and powerful sound effects to attract the viewers attention. If we take the human body as a basis, then, literally speaking, to show means to make visible to the eye and to tell means to convey by words (Jackson, 2009). Orson Welless Citizen Kane (1941) is probably the most famous masterpiece in film world with its amazing photography, acting, editing, writing, and sound. After watching the film, one can be impressed by any of these features, however, to me, the sound was the most effective feature because I can still hear the voice of Susan Alexander calling Kane Charlie, Charlie. Therefore, in this paper, I will attempt to analyze, explain, and criticize the sound and its effects in Citizen Kane film; moreover, how sound designed to create an illusion, to add power, and to convey the viewer about actors emotional situation in the scenes. The Citizen Kane film is a biopic of William Randolph Hearst showing how a millionaire journalist, who was the role model and champion of the underprivileged, becomes also dishonored to desire for power, and wealth. In film, it is expressed that even though his second wife and his best friend describe Kanes character in materialistic terms, Kane only wants love and emotional loyalty, his innocent boyhood as symbolized by Rosebud. However, one can see throughout the movie that no one is able to give his childhood back even himself. Orson Welles is from one of the directors of the gap separating 1920s and 1930s. It is the transition period from silent to the enriched sound film (Gray, 2005). Welles, his cinematographer Gregg Toland, and his composer Bernard Herrmann developed and used so many techniques to show the dramatic actions expanding on multiple planes of vision and sound. According to Orson Welles, the viewer did not follow the use of soundtrack. He thinks that they cannot follow because it is a particular trick to capture them as they watch an orchestra playing magnificent music without showing them musical tricks (Bogdanovich, 1998). Welles and Herrmann created a complex soundtrack which is combination of various dialogues, sometimes spoken simultaneously, or only a music into a comprehensible conversation. Sound is just as innovative as the charming photography in Citizen Kane. Welles started his career in radio; therefore, there cannot be anyone else but only him to describe the importance of the sound in his film. In general, soundtracks significantly precede the visual image to prepare the viewers for what they are about to see (Nelmes, 2003). There are many signs that one can easily notice from just listening the sound in this film. Even though the sound can be sometimes nonsensical and confounding to the viewer, it is to convey the feeling of sound transitions that inextricably bind one sequence to another. In film, the viewer can observe that the sound was used to create an illusion of people who are not actually on screen. For example, the public meeting scene is one of these scenes which is created an illusion. Kane gives a speech as candidate for presidency in a huge and crowded convention center. In reality, there is no huge center or crowded people but the viewers can hear the sounds of clapping just as after the meeting, when Kane goes out, they can also hear the sound of marching band without seeing any of them. Rather than paying extra for expensive special effects of crowded people, or street band, Welles filled the scene paying less with sound effects to create these illusions. Even though most of the dialogue was recorded live, Welles familiarized himself with post-synchronization techniques, which allowed him to create a soundscape by adding elements in post-production (Berthome Thomas, 2008). He sometimes used a single sound to add color to a scene, or he would graft a number of different sounds on to the dialogue or music simply to punctuate a line or fill the pause between two sentences. Throughout the entire film, all the sounds are in perfect harmony. Another original usage of sound was to add power and depth to a scene. This power and depth is most obvious in the scenes of Xanadu palace. When there is a dialogue between Kane and his wife Susan, as if exploded, their voices fill the palace. While the viewer feels the echo of characters voices, actually, there is no echo. However, if the viewer thinks the size of the space in these scenes which are gigantic, there should be echo, but Welles expand the sound to give imaginative and powerful quality. F or instance, when the journalist Thompson speaks to the servant after Kanes death, the viewer can feel the voices as if the characters speak in the grave. Moreover, sound is also used to express the emotional situations of a character in the actions. For example, after Susan Alexander leaves Kane, he destroys her room, and the viewer can see a parrot flapping its wings and screeching as if the voice of screaming Kane with wounded heart. Also, the other example is in during the Kane picnic. When both character are arguing in the tent, Kane suddenly slaps Susan. At the same time, the viewer can hear the screaming voice of a women from background as if substitute of Susans inner voice. It is sometimes possible to hear a whispering soundtrack to explain or to express the emotion or the inner voices of characters. Like, when Susan attempts suicide because of suffering as humiliated opera singer, the viewer can hear a pale soundtrack that indicates the humiliated feelings of Susan Alexander. The music usage and the original sounds make Citizen Kane more realistic. Orson Welles uses a lot of juxtaposed dialogues throughout the film that make it hard to follow and to understand the scenes at the same time. For instance, when everyone in a comical scene talks at once, one can feel the reality of the scene with these close-up sounds. When a scene change from one location or period to other, one can feel a sudden shocking sound transition that makes him or her to follow the scenes easily. For example, in a low angle shot, when Kane is in Susan house at first time, Susan plays piano and sings. Suddenly the mise en scene change and the viewer see Susan sings the same song in the same place but with different clothes. Because the film is black-white, first it is hard to observe these sound montages however, the characters, the sounds, and the changed mise en scene make it easier to follow up the scenes. Sound montage in Citizen Kane emphasizes the abnormal and stressful lives of the characters with realistic soundtracks. In several major scenes, one can hear the musical tunes that enrich both the object or the character and the whole scene. For example, when Rosebud which is the symbol of Charles Fosters missing childhood is screened in the opening scene, different types of musical tunes are played to underscore the different emotions of characters while they talk. The Rosebud object takes place its most melodic form with Kane last dramatic word just before his death. While narrating the shots of the sledge, Kane emphasizes its importance with an emotional soundtrack. Also, the sledges hidden label by snow and the various appearances of snowballs or glass balls linked to the memories of Kanes mother. During these scenes, the viewer can hear the same soundtrack that is like a symbol of Kanes hidden side (Berthome Thomas, 2008). Orson Welles was specifically interested in musical scenes, because he was concern about defining the sequences differently like it has never done before. Therefore, Welles, and Hermann arranged every detailed instruction to show the music arising from the scenes. For example, during the opera scene, the curtain rises and Susan Alexander sings a soprano, the Salammbos Aria, and she continues over the entire action. However, the trick part is at the end that she ends her singing after the curtain falls. Whatever music or sound Welles chose for Citizen Kane, he wanted them to be as visible as original, rare, and identifiable. In conclusion, because the most of the dialogues recorded live, one can notice how the composer Herrmann did a magnificent work in Citizen Kane. After editing and shortening the scenes, they require revision of music or voices to be harmonized with the actions. Because almost every cues were edited, and some scenes were cut to their basic form, Herrmann had to ensure that the music is compatible with the actions and make sense to the viewer. However, I think, the form of telling the story as in the Citizen Kane film is not the desired one which is showing the death of a person at the beginning and setting up the story depend on this. This type of story telling should take place in novels but not in a screened story. Nevertheless, Citizen Kane film proves that in dramatic or mysterious films, one can observe the magnificent mise en scene assisting with rhythmic sound effects or soundtracks.

Obsessive-Compulsive Disorder Essay -- Psychology, Mental Health

Everyone has experienced emotions such as anxiety, fear, and worry; they are a part of everyday life. These reactions are normal and healthy; they typically don't come too often, and when they do, they don't last very long. However, the United States Health and Human Services Department (1998) estimates there is about 3.2 million Americans that suffer from a psychological anxiety disorder called obsessive-compulsive disorder (OCD). Those who suffer from this condition have frequent upsetting and unreasonable thoughts, worries, or fears. The Harvard Mental Health Letter (1998) notes that: â€Å"The most common obsessional theme is cleanliness (dirt and germs), followed by aggression and sex, safety, and order or symmetry. Obsessions may take the form of doubts (has something happened to my child?); fears (something might happen to the child); images (I see the child drowning); or impulses (I fear that I am going to harm the child)† (para. 13). In an attempt to control these obsessional themes, they perform one or more ritualistic behaviors or mental acts called compulsions. Unfortunately, these behaviors only relieve the intrusive thoughts and feelings for a short time, before coming back and ultimately, trapping those with this condition in a pattern of repetitive obsessions and senseless compulsions. Symptoms of OCD are numerous, they include: Repeated touching, checking or counting; avoidance or adherence to certain numbers; excessive washing or cleaning; and hoarding. Karno (1998) found that â€Å"At some time during their lives, often during their late teens or twenties, 2 to 3 percent of people cross [the] line from normal preoccupations and fussiness to debilitating disorder† (as cited in Myers, 2011, p. 463-464). Many individuals ... ... their thoughts to a point where they can tolerate behavioral therapy and live somewhat of a normal life'† (Kato, 1992). Obsessive-compulsive disorder is a difficult condition to overcome. â€Å"A 40-year follow-up study of 144 Swedish people diagnosed with the disorder found that, for most, the obsessions and compulsions had gradually lessened, though only 1 in 5 had completely recovered (Skoog & Skoog, 1999)† (as cited in Myers). It can take months or years, to get OCD under control and in fact, it may never go away. However, celebrities such as Howard Hughes, Howie Mandel, and David Beckham all suffer from this disorder, and are able to keep it under control and happen to maintain successful careers and live a relatively normal life. They are proof to the millions of OCD stricken Americans that the counting, the cleaning, the hoarding, can eventually be controlled.