Thursday, December 26, 2019

Nietzsche and Gandhi, Society - 1414 Words

Friedrich Nietzsche and Mahatma Gandhi, two mammoth political figures of their time, attack the current trend of society. Their individual philosophies and concepts suggest a fundamental problem: if civilization is so diseased, can we overcome this state of society and the sickness that plagues the minds of the masses in order to advance? Gandhi and Nietzsche attain to answer the same proposition of sickness within civilization, and although the topic of unrest among both may be dissimilar, they have parallel means of finding a cure to such an illness as the one that plagues society. Nietzsche’s vision of spiritual health correlates directly with Gandhi’s image of industrialism and the self-sufficiency. This correlation prevails by†¦show more content†¦This situation exemplifies everything that Gandhi was attempting to convey about the over indulgence of man as aided by doctors. Because of the doctoral profession, Nietzsche states, â€Å"my body†¦ fe lt more at ease; but my mind became weakened† (Nietzsche 33). By weakening the minds of the public, doctors are directly contributing to the sickness of civilization. Nietzsche reveals slave and master morality as a paramount concept, conveying the power of the wealthy and prominent over the poor and downtrodden. Nietzsche states that â€Å"In order to exist, slave morality always first needs a hostile external world; it needs†¦ external stimuli in order to act at all- its action is fundamentally reaction† (Nietzsche 37). The weak, passive, cowardly, and sick are reacting to the overbearing nature of the nobility. The lower, sickened class is insecure and unable to act because they know that they are weak. They have the fundamental drive in the universe, the will to power, yet they are unable to act, rather they can merely react to the harsh and unjust situations that external world is placing on them. They harbor a ressentiment towards the elite The cure of such a sickness in civilization would not come easily. Nietzsche’s treatment would be to capitalize on the will to power. Every person is driven by a force to overcome their oppression, and find the â€Å"happiness in â€Å"slight superiority,† involvedShow MoreRelatedNietzsche versus Gandhi Essay1378 Words   |  6 PagesFriedrich Nietzsche and Mahatma Gandhi, two mammoth political figures of their time, attack the current trend of society. Their individual philosophies and concepts suggest a fundamental problem: if civilization is so diseased, can we overcome this state of society and the sickness that plagues the minds of the masses in order to advance? Gandhi and Nietzsche attain to answer the same proposition of sickness within civilization, and although the topic of unrest among both may be dissimilar, theyRead MoreGodards Breathless Essay Questions1553 Words   |  7 PagesVanishree Gandhi Godard’s Breathless 4. In a world where there are no ultimate reasons for action, how does Michel find freedom to act and to live creatively? Why does Patricia, who shares Michel’s nihilistic world-view, draw the opposite conclusion from it? Why is she only capable of negative freedom expressed as independence in the course of the film? In the movie Breathless, written and produced by Jean-Luc Godard, is a French film about a thief named Michel Poiccard, who spends his time in ParisRead MoreSimpsons and Philosophy1886 Words   |  8 PagesSimpsons and Philosophy In the chapter Thus Spake Bart: On Nietzsche and the Virtues of Being Bad, Mark T. Conard shows us why people believe Bart Simpson is similar to a philosophical theorist named Friedrich Nietzsche. Bart being the bad boy of the Simpsons and Nietzsche being the bad boy of Philosophy. Conard says that Bart does not take on the chaos like Nietzsche says but he is just an empty being of bad actions. This argument is ridiculous; Bart Simpson is as creative as creative getsRead MoreThe Western Forecast Of The Post World War1408 Words   |  6 Pagesdown south, Mahatma Gandhi and his followers stand adamantly in a show of nonviolent resistance. Regardless of their approach, both Mao and Gandhi were freedom fighters whose anti-imperialist attitudes were shaped by western thinkers and approaches to revolution were somewhat governed by their surrounding environment. Mao was influenced namely by Karl Marx and Vladimir Lenin, but Chinese political climate at the time mainly made him take a sym pathetic revolutionary approach. Gandhi was impacted namelyRead MoreWhat Does Ethics Mean? Essay824 Words   |  4 Pagesgroup had several different answers: â€Å"Ethics has to do with my religious beliefs.† â€Å"Ethics has to do with what my feelings tell me is right or wrong.† â€Å"Being ethical is doing what the law requires.† â€Å"Ethics consist of the standards of behavior our society accepts.† â€Å"I don’t know what the word means.† The answers of the test group may be representative of how most Americans would respond to this question on ethics. The truth is, most people in general don’t understand ethics, or their view is limitedRead MoreGandhi : An Indian Philosopher1981 Words   |  8 PagesMohandas Karamchand Gandhi, otherwise known as â€Å"Mahatma,† meaning â€Å"great soul,† is an Indian philosopher, teacher, author, vegetarian, simple-living advocate, and the creator of the effective method of protest, â€Å"Civil Disobedience.† He helped contribute to the liberation of India from the British government, as well as aid the countless lives of others by teaching them to live in harmony, despite religious differences. Known in India as Bapu, translating to â€Å"Father of India,† Gandhi also helped in alleviatingRead MoreThe Health Benefits Of Vegetarian Diet1295 Words   |  6 Pagesbenefit human health and increase chances for survival of life on Earth as much as the evolution to a vegetarian diet (Albert Einstein)†.The vegetarian diet has been proposed by many, from philosophers like Plato and Nietzsche to political leaders such as Benjamin Franklin and Gandhi, and modern idols like Paul McCartney and Bob Marley. Science also supports the vegetarian diet, there are many studies demonstrating its health benefits. Being vegetarian means not eating any animal products, includingRead MoreIs Power Central to Understanding Politics?2270 Words   |  10 Pagesproblem of power† 1. This view was confirmed by William A. Robson 2 who suggested: â€Å"It is with the power in society that political science is primarily concerned- its nature, basis, processes, scope and results’ The significance of power in political phenomenon can be traced in the works of traditional thinkers like Aristotle (427-322 BC), Machiavelli (1469-1679), Hobbes (1588-1679) and Nietzsche (1844-1900) as well as modern writers like Max Webber, Lasswell, A. Kaplan , Hans Morgenthau, Michel FoucaultRead MoreThe Classic Greek Discourse On Leadership Essay1948 Words   |  8 Pages(Carlyle, 1993). The popular notion being that in times of distress somewhere out of magic a leader would emerge to guide people into safety and success. The mythology behind the some of the world’s finest leaders like Abraham Lincoln, Churchill, Mahatma Gandhi, Alexander the great, contributed to the opinion of good breeding and leaders being born and not made (Carlyle, 1993). This theory was propounded by Thomas Carlyle and dealt primarily with men; great women have not been addressed in the context ofRead MoreDiscipline And Punish By Nietzsche, Structuralism And Foucault s Political Activism Essay1933 Words   |  8 Pagesprison, the book is in many ways an attempt to give a theoretical grounding to what Foucault had seen, to explain the conditions and structures of the places he visited in terms of the operation of power in society. Three influences are pa rticularly important in Discipline and Punish: Nietzsche, structuralism and Foucault s political activism. None entirely explain his project, however. There has been a shift in types of punishment for criminals. Once these tended to focus on torture are dismemberment

Wednesday, December 18, 2019

Essay On Serial Keys - 1320 Words

Find Product/Serial Keys for your Favorite Games Software Product Keys Serial Numbers Product/serial keys are unique, alphanumeric codes of any length which are required by software programs and games during installation. Sometimes, they’re also referred to as key codes, software keys, CD keys, licenses, installation keys, or product codes. A serial key enables software manufacturers and game developers to ensure each copy of the game/software was legally purchased. Most games and software, including various operating systems and games from popular developers, require product keys. If you come across a certain program/game that requires payment to use it, then it’s likely to prompt for a product key when installing it. Besides†¦show more content†¦You might also be forced to stay on hold with the program’s customer service for very long. In another possible case, you might come across a message informing you that the program’s trial period has expired. You’ll subsequently be prompted to register/pay a certain amount to continue using it. In such instances, most users tend to pursue cracked versions of the program they’re using or seek a serial number/product key for the same. Another common practice among others is making use of timer-lock software or key-gens to evade such scenarios. The chances are that you’d ‘Google’ in an attempt to find the code or crack you need. But, making use of Google is rarely effective in such cases. Thankfully, you need not repurchase the software/game. Instead, you can just find the key you had used when the program/game was first installed. In most cases, the unique key entered for an OS or a software application is stored in Windows (or right in the Windows Registry). However, it can be quite difficult to find a particular key, especially if you’re doing it on your own. Making Use of Serial/Product Key Finders and Crack/Hack Generators A key finder/search engine application is a special type of software tool. It’s undoubtedly the best and simplest way to go in case you’ve lost or misplaced a serial key for a particular program. Before, most product key and crack finder programs wereShow MoreRelatedThe Psychology of Serial Killers Today Essay1122 Words   |  5 Pagesindividual. In the case of serial killers, there has been some debate on whether the evil ones are made or born; does it happen because of a genetic factor, environmental factor, or is it simply they addicted to the feeling of slaughtering another individual’s life? Although, the most important key in finding the truth deals with the past and shapes the outcome of the future. Upon viewing in a psychological stance, there is no clear understanding of why one aspect that most serial killers share, namelyRead MoreA Research Study On Serial Killers1710 Words   |  7 PagesPreliminary research identified that serial killers are people who have committed two or more discrete murders, either acting alone or with another person. A number of secondary sources present information stating that serial killers usually fall into the following catego ries: Visionary, Mission-Oriented, Hedonistic and Power/Control. The outcome is in the form of an essay explaining the most common serial killers motives. The key finding from my research is that serial killers are not motivated by oneRead MoreAnalysis: Ideals of Human Excellence and Preserving Natural Environments1575 Words   |  7 PagesGreen. Quotes like these have become a commonality in todays age. We all are familiar with the large efforts to help preserve the environment. In Ideals of Human Excellence and Preserving Natural Environments, Thomas E. Hill Jr. sums up his essay by stating, The point is not to insinuate that all anti-environmentalists are defective, but to see that those who value such traits as humility, gratitude, and sensitivity to others have reason to promote the love of nature (688; par. 4) This excerptRead MoreA Profile Report By Eric W1570 Words   |  7 PagesAileen Carol Wournos A profile Report by Eric W. Hickey (2015) described Aileen Carol Wuornos was a serial executioner who had murdered seven men, broadly accepted to be the United States first female serial executioner. She was indicted six for the killings and sentenced to death, at last meeting her end through execution by deadly infusion. The result of an exceptionally broken marriage, Aileen had been subjected to terrible torments as a young lady. Her dad was a psychopathic pedophile whoRead MoreMorality Is The Correct Definition From Definition871 Words   |  4 PagesMany people have many ideas of what morality is. Most of the time morality is what makes a person make good choices therefore having good morals. But what is morality really? This essay will work to define morality as the correct definition from definition.com, also defining it as what different religions think about morality. We will also see if people who execute their morals, and if it is an advantage over other people. The definition from definition.com is of, relating to, or concerned with theRead MorePatrick Suskinds Perfume Character Analysis1124 Words   |  5 Pagespersonality traits that can be easily be distinguished to an actual serial killer. He has also been more in-depth within Grenouille’s personality by adding common mental disabilities and psychological abuse that the majority of infamous killers faced throughout their lives. Out of the interminable list of serial killers, Jean-Baptiste Grenouille in Patrick Suskind novel, Perfume: The Story of a Murderer is similar to the notorious serial killer from the 20th century, Ed Gein. Edward Theodore Ed GeinRead MoreRelationship Between Monetary Policy And The Stock Market1228 Words   |  5 PagesAsset boom will easily lead to bubbles and often followed by busts which will cause serious economic problems. So, there is a fierce debate on whether the monetary authorities should use policy to prevent the busts happen. (Lane Bordo, 2 012)This essay will mainly use hypothesis tests and use the results to discuss the empirical evidence about the importance of asset price volatility in influencing monetary policy and central bank decisions. The country I choose to analyse is USA because USA isRead Morethe five enduring issues Essay902 Words   |  4 Pagesï » ¿ The Five Enduring Issues Essay Number 1 Psychology is a science that has different fields and subfields. It’s also an evolving science that keeps changing and many fields are added to constantly. What holds these fields and unifies them is something called â€Å"the five enduring issues.† The five Enduring issues are the backbone that holds psychology together. These issues are shared by all psychologists as a common interest and overlap in all fields andRead MoreDeveloping Good Work Habits1022 Words   |  5 Pagestime. Taking the appropriate amount of time for a task is largely dependent upon both a student’s temporal-sequential skills and his/her attentional abilities. Temporal-sequential skills help us interpret, retain, or create information that is in serial order. These skills are related to a student’s ability to appreciate time in general and estimate time appropriately. Tempo control (a facet of attention) helps students regulate the allocation of time to the task at hand, and predict the time requiredRead MoreSkill Acquisition1216 Words   |  5 PagesPDHPE ESSAY Skill acquisition refers to the process that athletes use to learn or acquire a new skill. A skill can be defined as an act or task such as typing or drawing, or in the instance of sport, catching, throwing, and running. Skill acquisition is a gradual developmental process that requires our cognitive (thinking) processes to work with our physical abilities to learn how to perform movements that we were previously unfamiliar with. For performers and coaches to produce peak performance

Tuesday, December 10, 2019

Problems Of Quality Of Education In China - Myassignmenthelp.Com

Question: Discuss about the Problems Of Quality Of Education In China. Answer: Introduction The reason behind choosing this topic Education for all: The problem of quality of education in China' is because education policies in China have been among the most discussed issues since annual sessions of National People's Congress (NPC) and Committee of the Chinese People's Political Consultative Congress (CPPCC) which took place in March 2010. However, it was also observed in China that just before this annual session, the first draft from the Ministry of Education consisting of the middle as well as long-term educational reforms and development plan was released so that public can give their feedback (Thomas Postlethwaite, 2014). The guidelines were finalised and the draft was discharged in that very year which holds a number of strategies for the betterment of the education industry in China in the upcoming 10years. This topic is a valid area for investigation because though China has developed as one of the most impactful economies in the world but little has been known reg arding their education system or how their students get to learn (Helms, 2015). Therefore, this essay can help in highlighting the mechanism that China utilizes to regulate their education for all. Thus, the aim of this essay is to review the literature of the education system in China, and further investigate if there is any issue related to the quality of education there. Education system in China China consists of a huge education system in comparison with other countries. As estimated by National Bureau of statistics of China (2014) which says that there are around 260 million students as well as well more than 15 million teachers in almost 514000 schools, eliminating the graduate education institutions makes China's education system to be vast and diversified (Lai et al., 2014). In China, as observed by Zhao (2014), that the education is said to be mainly regulated by the state, which has very little participation of private, contributors in the school sectors and are progressively decentralized. It further stated that government of China has the main responsibility for managing as well as delivering school education to its citizens. In recent times, it has been found that the Education Ministry in China has switched from the direct control towards the macro-level supervision of the education system. However, as per the National Centre for Education Development Research, th e Education Ministry of China guides the improvement in education through laws, plans, allocation of budgets, information services, policy enlightenment and means of education. Moreover, as listed by Chen (2014), there are various types of educations which are imparted at different stages of the study to children as well as adults and they are preschool education, primary education, secondary education, higher education, vocational education, adult education and special education. Apart from the educational facilities, the schools in China also provide a training program, which includes training in languages, professional certificate training, early childhood educational training as well as special educations for international students. As stated by Li Ranieri (2013), that maximum of the students in China is found to spend almost six years in the primary school, which is followed by three to four years of secondary education. Thus, for all people residing in China, it is compulsory to attain nine years of education. Moreover, as soon as the students complete their compulsory education there is a chance that they can choose whether they want to pursue senior secondary education, which takes around 3years. In contradiction to this, in recent times it has also been observed by Yi et al., (2013), that China has made important moves in order to broaden the participation of their students in the senior secondary school of vocation so that China can effectively meet their fast-growing economic as well as needs of labour. Teichler, Arimoto Cummings (2013), has also said that not only compulsory primary and secondary education but also tertiary education systems in China has become more diversified in this 21st century. This tertiary education programs, however, guides the Chinese students to get themselves enrolled in the professional programs of higher education that usually takes three years to complete. Problems regarding quality of education system in China Being a country where education is for all is not at all easy. As Bolton Graddol (2012), says that China has been facing several challenges like the schools need to switch to English in order to keep up with their students of Hong Kong's economic competitiveness and so their students need to get bilingual or trilingual. Thus, to meet this policy in China their schools have to take the extra burden of resources, which has resulted from shifting towards English. According to Cao et al., (2014), China is facing severe land shortage issue for which they are unable to provide an adequate place for tertiary institutions who want to develop themselves in the private universities. On the contradiction, Chung Mason (2012), has argued that though the education system in China has modernized itself still there are areas which are so remote that their students are still having difficulty in entering school. Therefore, here the local, as well as national government, needs to provide more opport unities so that the children from those areas can also afford to school. China is rapidly developing economically as well as socially for which the demand for higher education and better quality of education is also increasing than ever. Thus, Fang (2012), has said that another major problem of China can be the need for enrollment all of their students in higher quality education. Duffy, Douglass Autin (2015), argued that apart from all these another issue will be related to the post-graduation employment because after completing graduation due to economic and social development in China the general people will have a demand of higher living standards which is another problem which the government needs to take care. Therefore, for this, the Chinese government needs to provide appropriate employment to the graduates so that they can earn enough to afford a high standard living. However, education to all not only mean that education is accessible to all but rather it means that every child should get equal as well as quality education. Therefore, equal acc ess to education to all is another important problem that China faces. Chen Feng (2013) has highlighted another issue, which is upon their equal accesses of education to the migrant children. He has further stated that due to a large number of internal migration in China another challenge is providing them an equal education. Educational policies in China Chen (2014), stated that initially it was found that education in China was mainly restricted to few people like the workers, peasants and few selective others and was not open to all but after the new Communist government came in the forefront the education system improvised and was available for all. The policies that China followed so that they can make education accessible to all, they simplified their characters so that their people can rapidly learn them. Moreover, China started training their people with those skills that they use overall to grow. They further included basic medical training practices in their educational policies along with spreading the awareness of the disadvantages of foot binding and female infanticides in the remotest areas where these practices are continuing. Scott (2013), has discussed educational reform policy in China which was adopted by the Chinese government that included all stages of the educational system mainly focuses to narrow down the gap among China and other growing countries. Contradiction to the above data L (2014), has suggested that in Chinas educational policy is also their social policy. This is because the rapid development of China in the recent past has been also accompanied by a sequence of social as well as environmental issues. These issues are of unequal income, health care, housing as well as employment and an approach to the overall range of opportunities in educational systems is a key to an inclusive, impactful as well as socially just system. Lee (2012)has stated another effective policy that was taken by China government way back in 1979 is known as one child policy and their early education. This policy though old but have helped China in a much positive way in their economic growth until 2015. Settles et al., (2013), stated in contradiction to this statement that there are many parents in China who felt that their only child is being lonely and is getting deprived of valuable social interactions. Thus, from 2016 the two-child policy ca me in action. Key educational initiatives in China As stated by Li, Whalley Xing (2014), since 2009 onwards the central government of China was observed to have expended 198 billion on their educational sectors, which actually represented 4.5 percent of their overall central government expenditure for those very years. However, following that every year it has been observed that their budget further increased to 9 percent to 216 billion in the education system. As per Obukhova (2012), who has outlined that as the numbers of graduates are increasing every year that is why the Ministry of Education in China along with other governmental authorities are working together on different initiatives so that they can guide the graduates to find employment. A number of measures have already been implemented like the graduate internship schemes for which Chinas employment rate has increased by 17%. On the other hand, Salik et al., (2014), has also stated that not only the internship scheme has helped China to have tackled their employment issu e. However, they have also brought certain improvisations in their education system along with developing additional goals for their students like improving the quality of education that is being provided which helped them further at the primary level. The Government has further motivated the graduates to join their army or teach in the remote areas and they have further given the small companies loan incentives so that they get the motivation to hire graduates. Fang et al., (2012), states that another important initiative that the Chinese government took regarding their educational industry is that they also came forward to distribute education to all by actively improvising the quality of their education system in the rural areas. Therefore, China perceived education was for all and not limited to any one or two areas. To help students who reside in the most disadvantageous areas the government came up with distance education programs. Hansen Woronov (2013), stated that central government of China has further invested 10 billion Yuan so that they can build boarding schools in the rural areas. This money has supported over 22,000 primary as well as secondary schools to rebuilt, redecorate, extent as well as a construct which has hugely enhanced the conditions of schools in the remotest areas in western China. On the other hand, Hu (2012), has said that Chinese government has not only focused regarding the students of their own country but to provide education to all they have also adopted the principle so that they can impart compulsory education to the migrant students as well who have moved from the rural areas to the cities. Therefore, the local, as well as central government, has further accepted education and custody systems so that the rural children who are mainly "stay-at-home" can also avail compulsory education. Moreover, Kritzer (2012), said that since 2007 the number of special education schools has also increased as China has also focused on their initiative to enhance the minority and special education systems. As the statistics suggest that since 2007, there has been an increase of 67.11% every year in the special classes has been enrolled in the total number of special education schools. Along with this the statistics also reflect upon the fact that Chinese girls also have their access to the education system because as per statistics the net enrollment rates of the boys are 99.46% whereas girls are 9 9.52%. Therefore, Jones-Smith et al., (2012) have concluded that the gender differences in avail education are no more a barrier in China. Laws and other regulations concerning education system in China The Ministry of Education of Peoples Republic is an agency of State Council that observes educational policy throughout the country. There are 27 departments in education. At the county level, bureaus of education are in charge and policies set by the Ministry of Education are implemented by these bureaus. In China, Ministry of Education manages 32 educational organisations and promote various ranges of educational services. As stated by Zhao (2014), some of the regulatory bodies play significant roles in operating the educational system in China. The Chinese government has always assigned a high value for education. The Chinese government has always believed that education is the threshold of national development and modernisation. Equality of Education for All (EFA) can be reflected in China's adoption of reform and reveal the policy 40 years ago. Compulsory education has taken shape in China and it is impressive till now as they have made achievements in adult's literacy education also (Blanchard Giavazzi 2016). China government has taken initiative in vocational education and technical learning skills for the adult people, these types of education help the people to take steady progress in life and career. For children, pre-school education helps the children to have quality education as China government made nine-year compulsory education in the country. As mentioned by Hou et al., (2016), in 3200 counties, more than 98% of the total in China, nine-year compulsory education has been universalised. In addition, in the year 2016, there were more than 340,000 primary schools which enrolled more than 17,430,300 students. Between 2014 and 2017, the central government of China invested more than 12 billion Yuan for implementing of constructing schools, boarding schools in rural areas. Several schools and colleges have been reconstructed, extend and renovated and the government provides financial aiding for compulsory education. In most of the rural schools, the government provides free textbooks and government exempts fees from the students. In China, there are laws and regulations regarding education and they are seen as effective ways of monitoring and steering implementation of the complex and large system. Helms (2015) supported this by saying that Ministry of Education in China drafts the law and it has to pass through National People's Congress. Law on Compulsory Education first enacted in the year 1986 and it was a milestone for China. All school-age children who have Chinese nationality must attend to school and parents must take responsibility to enrol them in school. This law plays a comprehensive role in describing schools, teaching, teacher and legal responsibilities in educational sectors. In addition, according to Price (2017), Regulations on Qualifications of Teachers have been issued as Teachers Law and in this set of laws; it is clearly mentioned about teaching qualification, examinations prerequisite for the implementation of education. In last past two decades, massive reforms have been undertaken in o rder to improve the education system in China as this country has observed rapid economic growth and social transformation. Recommendation China outperformed other countries during the economic crisis and it optimised the country's progress. However, China needs to reform the education system as not a single university in the top list across the world is from China. Many of the multinational companies cannot find enough skills from China as skilled white-collar workers because China government is focusing to implement education for all sections. It can be recommended to improve the condition: Education funding The Chinese government has been spending a significant amount of money in education as it is their national priority. The funding of the government must be focussed to promote the education in remote, rural, minorities and poor sections. Primary education in rural areas is needed with vocation training and the government needs to focus on giving high-quality teachers to the schools and colleges. Educational funding is basic for government-aided schools and funding is needed to develop a comprehensive and public supervision system. 80% of the funding for education comes from the government. The government of China can build a department to check the performance appraisals of other state-level educational departments and resource allocations. Administrative departments should submit their budget for public scrutiny in order to make the system transparent. Teacher training and professional development An educational system may not succeed greatly on the merits of a few teachers who are mostly trained in research, patents and rewards in abroad. However, the great teachers are needed to improve the educational system. The government started a new policy that teachers must take 360 class hours in five years. National Teacher Training Programme is also needed to deliver the better teaching to all. The government needs to take initiative to send the faculties to rural areas that have professional development training. Training and professional development must be given to the teachers to ensure that it must meet the requirement. Financial aid for students In order to ensure compulsory education in the country, the government needs to provide financial aid to the children who are below the poverty line. The Chinese government has started to provide financial aid since 2006 and this exemption of the fees has provided benefits to more than 48 million poor students. The government needs to choose the students accurately to provide help to economically disadvantaged children. The government needs to grant loan for higher education so that children can endeavour for higher education. Basic education curriculum reform Basic education for all must focus on the all-round development of a student. The Ministry of Education should emphasis on intellectual, physical and moral development in order to cultivate disciplines, virtues and ideals. The basic education system needs to shift towards the all-around education to support the skill development through a holistic approach. The emphasis should be made on basic education as well as value development with retaining the skills to all-aged people. Conclusion It has been observed that education system in China has been well maintained. The government takes the educational policy seriously and there are wide ranges of laws and regulation governs the education system in China. In China, the government has taken the initiative of compulsory education for all under nine-years of age. In addition, the government has been facing the issue of migrant children as the government tries to focus on each of the children to access compulsory education. The electronic system has been implemented by the government to ensure the impartial enrolment to provide education for all. The education system can be improved through balancing development through groups, introducing education resources and improving teachers' skills and technology-based education. References Blanchard, O., Giavazzi, F. (2016). Rebalancing growth in China: A three-handed approach. Inseeking changes: The Economic Development in Contemporary China, 4(4), 49-84. Bolton, K., Graddol, D. (2012). English in China today.English Today,28(3), 3. comparative study. In The Changing Academic Profession(pp. 25-35). Springer Netherlands. Cao, S., Lv, Y., Zheng, H., Wang, X. (2014). Challenges facing China's unbalanced urbanization strategy.Land Use Policy,39, 412-415. Chen, T. H. E. (2014).Chinese education since 1949: Academic and revolutionary models. Elsevier. Chen, Y., Feng, S. (2013). Access to public schools and the education of migrant children in China.China Economic Review,26, 75-88. Chung, C., Mason, M. (2012). Why do primary school students drop out in poor, rural China? A portrait sketched in a remote mountain village.International Journal of Educational Development,32(4), 537-545. Duffy, R. D., Douglass, R. P., Autin, K. L. (2015). Career adaptability and academic satisfaction: Examining work volition and self efficacy as mediators.Journal of Vocational Behavior,90, 46-54. Fang, H., Eggleston, K. N., Rizzo, J. A., Rozelle, S., Zeckhauser, R. J. (2012).The returns to education in China: Evidence from the 1986 compulsory education law(No. w18189). National Bureau of Economic Research. Fang, W. (2012). The development of transnational higher education in China: A comparative study of research universities and teaching universities.Journal of Studies in International Education,16(1), 5-23. Hansen, M. H., Woronov, T. E. (2013). Demanding and resisting vocational education: A comparative study of schools in rural and urban China.Comparative Education,49(2), 242-259. Helms, R. (2015). Transnational education in China.International Higher Education, (53), 34-45. Helms, R. (2015). Transnational education in China.International Higher Education, (53). Hou, J., Michaud, C., Li, Z., Dong, Z., Sun, B., Zhang, J., ... Tao, L. (2014). Transformation of the education of health professionals in China: progress and challenges.The Lancet,384(45), 819-827. Hu, F. (2012). Migration, remittances, and children's high school attendance: The case of rural China.International Journal of Educational Development,32(3), 401-411. Jones-Smith, J. C., Gordon-Larsen, P., Siddiqi, A., Popkin, B. M. (2012). Emerging disparities in overweight by educational attainment in Chinese adults (19892006).International Journal of Obesity,36(6), 866-875. Kritzer, J. B. (2012). Comparing Special Education in the United States and China.International Journal of Special Education,27(2), 52-56. Lai, F., Liu, C., Luo, R., Zhang, L., Ma, X., Bai, Y., ... Rozelle, S. (2014). The education of China's migrant children: The missing link in China's education system.International Journal of Educational Development,37, 68-77. Lee, M. H. (2012). The one-child policy and gender equality in education in China: Evidence from household data.Journal of family and economic issues,33(1), 41-52. Li, S., Whalley, J., Xing, C. (2014). 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Monday, December 2, 2019

Surrogate Advertising Essay Example

Surrogate Advertising Essay Surrogate Advertising-Enforced Innovation: An inside-out overview of Indian Liquor and Tobacco industry Presented by: SUBHABRATA BANERJEE MBA – DAY INDIAN INSTITUE OF SOCIAL WELFARE AND BUSINESS MANAGEMNT ROLL NO: 107/MBA/080004 REGN NO: 19779 of 2001-2002 Acknowledgement I deem it a privilege and pleasure in submitting the dissertation paper â€Å"Surrogate Advertising-Enforced Innovation : An inside-out overview of Indian Liquor and Tobacco industry† which is in partial fulfillment of the requirements of MBA program of Indian Institute of Social Welfare and Business Management, Kolkata. I would like to extend my sincere gratitude and profound thanks to Dr. S. N Roy (Head of the Department, MBA (Day), Dr. Tanima Roy (Faculty, MBA (Day)) and Dr. Archana Sharma (Faculty,MBA(Day)) for their guidance, co-operation and valuable feedback extended to me to complete the dissertation paper. I also would extend my gratitude towards Mr Shubhadeep Nag(Brand partner, rediffusion D Y R), Mr Kaustuv Bhadra (Vice-president and Branch-head, Mudra communications,kolkata) and Mr Sudarshan Banerjee (Vice-president and branch-head, Genesis Advertising, Mumbai) for their valuable suggestions which enriched this study. Besides this, I would also like to place on record my thanks towards the number of people that I met during the course of research study. Due to constraints of space, it would not be possible to name all of them. Date SUBHABRATA BANERJEE ABSTRACT We live in a complex world where we respond in extreme ways to what we view as extreme pressures. The ethical debate rages around surrogate mothers. Yet it is difficult to deny they perform a great service for those who use them. We will write a custom essay sample on Surrogate Advertising specifically for you for only $16.38 $13.9/page Order now We will write a custom essay sample on Surrogate Advertising specifically for you FOR ONLY $16.38 $13.9/page Hire Writer We will write a custom essay sample on Surrogate Advertising specifically for you FOR ONLY $16.38 $13.9/page Hire Writer Closer home, surrogate advertising has been around ever since someone decided that certain things were probably not good in the interests of the community at large. It is really difficult to express an opinion, leave alone pass judgment on matters that are personal. There is also the question of personal rights and many of them are happily enshrined in Constitutions of progressive nations the world over. Who is anyone to decide whether I can sip my daily quota of what started off as eau de vie, or the water of life and then rapidly transformed itself into its present day avatar, Scotch? People have spent years perfecting a heavenly blend of spirits, and imparted to it the smoky flavour that could come only from the peat of Scotland and the pristine Highland water. Several others have made methode champenoise into a fine art and have succeeded in bottling the very soul of France in green bottles that, when uncorked, seem to scream celebration. Who has the right to decide if I can deeply inhale the rich aroma and full-bodied flavour of carefully rolled Virginia tobacco? Every time I nonchalantly put one of those sticks to my lips I feel I have mounted a wild mustang and I am riding down the lonely mountain trails of Colorado. Forget the hype. Forget the imagery we have all grown up with. The Government has the right, invested in it by you, to decide whether you will get transported to the chalky fields of Champagne or the misty heights of Scotland, or for that matter the Wild West. And the Government in its wisdom has decided that advertising for tobacco and liquor is a big no-no. So does that mean you lose the right to tipple or smoke? Certainly not. The wisdom of the Government extends only to banning the advertising of tobacco or liquor. Not to the manufacture or marketing of these supposedly deadly substances. It is legal to manufacture liquor and cigarettes or bidis. It is legal to sell cigarettes at every roadside stall, even to unsuspecting children. It is illegal to advertise it. And that is precisely why you have to live with surrogate advertising. The literal meaning of ‘Surrogate advertising is copying the brand image of one product to promote another product of the same brand. It can be defined as the strategy used by manufacturers and advertisers to promote a product surreptitiously, the advertisement of which is banned by the law of the land. In this study, I have tried to found out the impact of Surrogate Advertising not only on the brand-recall but also on the consumer psychological traits which affect our daily lives. OBJECTIVE OF THE STUDY The basic objective of this study is not only to understand the loopholes of the acts or measure the effect of surrogate advertising on brand recall, but to gain an inside-out overview of how effective surrogate advertisings are in Indian scenario as far as tobacco and liquor industry in concerned. METHODOLOGY The understanding of the subject took not only secondary research or help of books, white papers and journals, but also for the better understanding, primary research had been conducted to get the first-hand understanding of the consumers. Questionnaires were made as qualitative as possible so that every respondent enjoys the space of expressing his or her own opinion. Those opinions were then mapped on a Brand-performance matrix, being precise, a brand-scorecard which allowed the comparison between the original brand and the surrogate brand. To conclude, expert opinion is also taken from nearly 10 senior people in advertising and media, as they have seen the makeover and had been a part of it Surrogate Advertising: Enforced Innovation Recent series of hoardings led me to delve into a very unique trend specific to Indian advertising – Surrogate advertising†¦ a trend which is fast catching up and has suddenly attracted a lot of innovative and creative brains around the country. Reason? On one hand, the government cannot allow public advertising of liquor companies. But ironically, liquor and cigarette sales are the biggest revenue generators in terms of taxes and duties on these items. That’s why an overt acceptance of the marketing in these sectors is not legally acceptable. This has led to one of the biggest ironies of the country – Sales of these items are not banned, yet advertising on the same has strictly been prohibited! Talking about the market size and the different segments would not be pertinent to the discussion (for the records, it is more than 100 million cases in India! ). But what is the significance of this trend vis-a-vis the entry points for new players and sustainability of existing ones? Multinationals which would like to explore the Indian markets find the double-faced attitude of the government as an impediment to their ventures. Since no policy has been formalized in this regard, foreign companies continue to be sceptical about their entry. Domestically, it has led to innovative ways and methods of spending on different media for Advertising from the companies, where companies do more of a brand building exercise than direct advertising. Be it promotions for brand building, or sponsoring events that can be mapped with the â€Å"showbiz† and â€Å"glamour† of the brand, advertisers don’t leave many avenues to enhance their visibility. The rule says, â€Å"Advertisements which lead to sale, consumption and promotion of liquor should not be allowed. † So, in Surrogate Marketing, a product which is different from the main product is advertised, and has the same brand name as the main product. The product is called as â€Å"surrogate† and advertising through this channel is called â€Å"Surrogate Advertising†! It may include CDs, water, clothing, Apple juice, fashion accessories, sports goods or even events sponsoring! These gimmicks, in turn, help the consumers build a strong equity of the parent brand, and with the enhanced visibility, the equity of the brand would definitely become higher! Liquor companies were forced to look at innovative ways of building their brands. With an objective of enhancing brand recall, companies either engage into â€Å"surrogate advertising† or displaying â€Å"socially responsible messages†. Again, out of the two viable options for Advertising, Surrogate Advertising has been surrounded by controversies and legalities for a long time. There is no clear policy from the government for obvious reasons and companies do not want to risk their investments on Ads, which might not be screened after a while. So, a safer choice available where companies can exercise their grey cells is advertising â€Å"socially responsible† messages. Origin of Surrogate Advertising As a reaction to the directive of Government, the liquor tobacco majors sought other ways of endorsing their products. They have found an alternative path of advertising through which they can keep on reminding their liquor brands to their customers. They have introduced various other products with the same brand name. Launching new products with common brand name is known as brand extension, which can be carried out for related products (e. g. : Tata Salt and Tata Tea) or unrelated products (e. g. : Tata Tea and Tata Indica). Prima facie, there is nothing wrong with brand extension. The problem occurs when brand extension is carried out in response to the ban on advertisement of one product category. In this case, the companies launch other products with the same brand name for the purpose of reminding their old customers. Heavy advertising is done so that the customers do not forget their liquor tobacco brands, for which advertisements are banned. The advertisements for such new products are placed under the category of Surrogate Advertisements. Their only objective is to compensate the losses arising out of the ban on advertisements of one particular product (i. e. liquor). According to dictionary surrogate means substitute. Many of us have come across this word in connection with surrogate motherhood. This time it has come in a new avatar Surrogate Advertisement. This is a loophole challenging the Governments action. However, the companies can claim that the order is being implemented and advertisements of liquor are banned, but the objective of the Government behind imposing the ban is not fulfilled. Its a new weapon of Proxy War. Literally surrogate advertisement means duplicating the brand image of one product extensively to promote another product of the same brand. The ban: Cable TV Networks (Regulation) Act, 1995, (CTNRA), Rule 7(2)(viii)(A) of the Advertising Code states that no advertisement shall be permitted which promotes, directly or indirectly, the production, sale or consumption of cigarette, tobacco products, wine, alcohol, liquor or other intoxicants. SURROGATE ADVERTISEMENTS PROMOTED BY LIQUOR AND TOBACCO INDUSTRY The liquor industry is a prominent player in this game. Few surrogate advertisements shown in print, electronic and outdoor media are Bagpiper soda and cassettes CDs, Hayward’s soda, Derby special soda, Gilbey green aqua, Royal Challenge golf accessories and mineral water, Kingfisher mineral water, White Mischief holidays, Smirnoff cassettes CDs, Imperial Blue cassettes CDs, Teachers achievement awards etc. These products bear exactly the same brand name and logo, which we had seen earlier in liquor advertisements. It was little surprising to know that liquor giants like McDowells and Seagrams have entered into new segments like cassettes CDs, mineral water, sports accessories etc. Later it was found that the basic aim of these surrogate advertisements was to promote their liquor brands like beer, wine, vodka etc. This brand extension is an act of bypassing the advertisement ban. A similar trend is followed by companies making Cigarettes, Paan Masala and Gutkha. Few examples of surrogate advertisements in this category are Red White bravery awards, Wills lifestyle, Four Square white water rafting, Manikchand awards etc. Though a ban has been imposed on advertisements endorsing tobacco products, this industry has resorted to surrogate advertising a few years ago. The Health Ministry has recently implemented the tobacco control legislation which will imply a complete ban on advertisements and all direct indirect promotional campaigns for tobacco products. In 2001, Indian Tobacco Company (ITC) had voluntary withdrawn the Wills Sports sponsorship of the Indian cricket team when the Government had first proposed a ban on advertising through legislation. THE CORPORATE STANDPOINT The industry segment has its own standpoint in defence. The liquor lobby claims that everything is in accordance to the Government regulations. If a brand has equity, why shouldnt it be allowed to advertise? Also, brand extension is an industry practice adopted by different product categories, comments Alok Gupta of UB group. When we advertise our products, we follow all the guidelines, declares president, sales marketing, Radico Khaitan. They clarify that they have stopped showing liquor advertisements and they are free to use the brand name for any other products. Even the Confederation of Indian Alcoholic Beverages Companies (CIABC) advertising code maintains that advertisement of products (real brand extensions) by the liquor industry must be allowed. From a laymans point of view, their claims seem to be justified. But this is a clear example of taking advantage of the loopholes. There is a point to ponder. When they have stopped showing liquor advertisements, why the same brand name and logo is used to promote products like cassettes CDs or mineral water? They could have assigned different brand names. It seems they have a hidden agenda of highlighting the liquor or tobacco brand. A similar tussle over the issue of surrogate advertisements in politics was raised in April 2004 on the eve of Lok Sabha elections. Complaints of slanderous and offensive advertisements were raised by two major political parties BJP and Congress against each other. The issue became so serious that the Supreme Court had to interfere in this affair. Finally on 13 April 2004, the Court gave a verdict to curb smear advertisements on electronic media. By appointing Election Commission as referee, the court has tried to put an end to surrogate advertising in politics. According to the Cable Act under the ministry of information and broadcasting,- no broadcaster is permitted to show an advertisement which promotes directly or indirectly, sale or consumption of cigarettes, tobacco products, wine, alcohol, liquor or other intoxicants†¦ Now a new clause has been added under the act stating that any advertisement for a product that uses a brand name which is also used for cigarette, tobacco product, wine, alcohol, liquor or any other intoxicant will not be permitted. Finally, in April 2005, the ministry resorted to a ban on surrogate advertisements of liquor and tobacco products on television. After this directive, the surrogate advertisements are seldom shown on television. Now the companies will have to reframe their policies. But who will take care of print and outdoor media is not certain. According to ASCI (Advertising Standards Council of India), surrogate advertisements are harmful. Now it will be up to the ASCI to take up the matter with the respective companies. . [pic] Tobacco Advertising and Promotional Activities: The Global Scenario Tobacco advertising boosts consumption. A report prepared with the co-operation of the tobacco industry concludes advertising was found to have a statistically significant impact on industry sales. The tobacco industry commented that a recent rise in tobacco consumption in Greece was basically due to advertising. In 1988, Philip Morris paid US$350,000 so that their brand of cigarettes would be shown in a new James Bond movie Licensed to Kill. In 1979, Philip Morris paid US$42,500 to have its Marlboro cigarette appear in the movie Superman II while in 1983, another cigarette manufacturer, Liggett, paid US$30,000 to have its cigarettes appear in the movie, Super girl. These are movies with major child and adolescent audiences. Children smoke the most heavily advertised brands of cigarettes. Tobacco sponsorship of sport acts as cigarette advertising to children. The children who watch the sporting events on television readily recognize those cigarette brands which sponsored the event. Within six years of the tobacco companies introduction of feminine cigarettes and accompanying advertisement, the number of girls smoking increased by 110 per cent. The tobacco industry constitutes of the largest advertisers in the world. In 1996, Philip Morris, the worlds largest multinational cigarette company, spent $ 3. billion advertising its tobacco and food products, while the British American Tobacco spent $459 million on advertising its cigarettes alone. Tobacco Advertising in India Tobacco advertising contributes Rs. 300-400 crore to the Rs. 8000 crore-strong Indian advertising industry. With an increase in the number of tobacco advertisements, manufacturers of Gutkha and other tobacco products have raised their advertising budgets . The following table indicates the astronomical figures cigarette companies spent annually on advertising their brands against the proven health and social problems that they raise: Cigarette Brand Advertising Expenditure In India | |Gold Flake |Rs. 50 crore | |555 |Rs. 10 crore | |BH |Rs. 10 crore | | Other ITC brands |Rs. 40 crore | Forms of Tobacco Advertising in Indias Direct Advertising Newspapers and Magazines There is no net figure available on the expenditure incurred by cigarette and Gutkha companies on advertising. Of late, cigarette companies have started sponsoring the sports page of different newspapers. This trend was started in the wake of the proposed ban on tobacco sponsorship of sports events. Except for magazines on health-related issues, few newspapers or magazines have any policy prohibiting advertisement of tobacco products. There have been reports of Gutkha advertisements on the cover pages of school notebooks from Nagpur District in Maharashtra. Outdoor Advertising International and domestic cigarette brands compete with each other in billboard advertising while oral tobacco brands resort to transport vehicles. Point of sale advertising flourishes adjacent to schools and colleges as also in restaurants and kiosks. Promotional Activities Sponsorship of Sports and Cultural Events The Nineties witnessed tobacco companies fighting for sponsorship rights of various sports and cultural events. Subsequently, the Indian cricket team came to be sponsored by Wills, the flagship brand of ITC until its withdrawal in March 2001. For every test match that India played, Wills (ITC) doled out Rs. 33 lakh; for every one-day match, it paid Rs. 32 lakh. The major tennis tournaments, Gold flake open, in the country were sponsored by Gold Flake whereas boat racing was sponsored by Four Square cigarette. On the cultural front, Manikchand, manufacturers of Gutkha, patronizes the Film fare Awards in the country. Ironically, the national bravery award recognizing heroes for courage, adventure and spontaneous physical action is sponsored by Red and White cigarettes, Red White Bravery Awards, capitalizing on the positive image and the good will the event fetches. In several parts of India, major state festivals like Ganesh Chaturthi and Navratri have come to be celebrated with great fanfare at the behest of Gutkha companies. Surrogate Advertising on Television Gutkha companies like Simla, Goa 1000 and Pan Parag skirt the ban on tobacco advertising in Television channels by resorting to surrogate advertising in the name of pan masala bearing the same brand name. Cigarette companies resort to tobacco sponsored cultural events like the Red White Bravery Awards Contests The Wills Made for Each Other campaign of the Eighties with lucrative offers, including a holiday abroad, had courted much controversy over glamorizing and minimizing the dangers of smoking filter cigarettes. In December 1999, Four Square of Godfrey Philips India, an affiliate of Philip Morris Inc. ran the Gold in Gold Contest offering gold gift options, on the stipulation that entrants in the contest, besides being tobacco users, were to collect 4 inserts from Four Square Gold Cigarette packs. There was the Charminar Challenge as well. Product Placement in Movies Several leading filmmakers and popular film stars have indirectly promoted cigarette brands by consciously placing cigarette packs or brand names/ logos in movie scenes as was observed in movies like God Mother, Tere Mere Sapne, Chasme Baddur and Katha. Free Sampling Earlier, this tactic of initiating the young into tobacco was restricted to handing out free samples of cigarettes. Recent press reports from Nagpur indicate that Gutka sachets are given out for free near schools and colleges. Strategically, youth in outfits bearing tobacco brand names and logos are engaged in these promotional campaigns. In Mumbai, several discotheques and restaurants witness regular Benson Hedges promotional activities, including giving free samples. Brand Stretching and Diversification Perceiving an imminent ban on tobacco advertising, several tobacco companies are promoting other consumer products, which bear the same brand name or logo as their popular tobacco products. These logos or brand names can easily be spotted on clothing, sports apparel, hats, trays, posters and stickers affixed to sports vehicles and backpacks. The ITC, holding investments in the hotel and tourism sector has also set up 125 lifestyle stores selling apparels in the country in the immediate future. The plan includes spreading out to greeting cards business and experimental kitchens. Manikchand, the domestic Gutkha major, has diversified to tea, windmills and construction industry. Corporate Philanthropy and Public Relations The earthquake that ravaged parts of Gujarat was fully exploited by Gutkha manufacturers; they distributed food packets with Gutkha sachets to build up their social image. All the major Gutkha firms are actively engaged in supporting local youth clubs in organizing their annual sports events and religious festivities. The Indian Tobacco Company claims that they invest in education, immunization and family planning programmes in communities near to their factories. State-patronized Tobacco Promotion Though lamentable, the State responsible for the health and well being of its citizens, also often acts as a vehicle for tobacco promotion. The obvious examples were the BEST buses plying in Maharashtra and the railway stations and bus stops across the country displaying huge tobacco hoardings. Doordarshan, the national television channel, transmitted advertisements of Cavenders Cigarette brand disguised as adventure gear. Sports and cultural events on the channel were often sponsored by tobacco companies. Trends in Tobacco Advertising Following the announcement of the Tobacco Products Bill proposing a ban on tobacco advertising, there has been an upsurge in surrogate advertising and sponsorship of entertainment events. Marketing figures indicated that the market spending on tobacco products declined by 2 % over the year, while the spending on tobacco brands grew by 28 %. That was illustrative of the increasing reliance of tobacco companies on sponsorships, restaurant and hotel programmes, public relations and direct marketing programmes those days. Impact of Tobacco Advertising and Promotional Activities In a study conducted in Goa among students immediately after watching tobacco-sponsored cricket matches, 15-20 per cent students surveyed felt that smoking and chewing tobacco improves memory. Some students even felt that if you smoke, you will become a better cricketer. A 1992 review of 19 studies of cigarette advertising by the British Department of Health revealed that advertising does have a positive impact on consumption. A 1995 study indicates that advertising is more likely to influence teenagers to smoke than even peer pressure, while a 1996 study published in the Journal of Marketing found that teenagers are three times as sensitive as adults to cigarette advertising. The escalating annual advertising budgets of tobacco companies are enough proof of the impact this component of marketing has on increasing consumption rates. Existing Advertising Regulations in India The Cigarettes Act, 1975, merely stipulates the statutory warning on cigarette packets. The Cable Television Networks (Amendment) Act, 2000-prohibits direct and indirect tobacco advertising on Cable Channels. Advertising Standards Council of India Voluntary Code, 1998-envisages prohibition of advertising targeting underage consumers; suggests that using tobacco products is safe, healthy or popular; enhancing courage; or featuring the young. Being a voluntary code, it has little enforcement value. The Tobacco Products (Prohibition of Advertising and Regulation of Trade, Commerce and Supply) Bill, 2001, announced by the Cabinet, pending nactment in Parliament provides for banning direct and indirect tobacco advertising in media, prohibition of tobacco sponsorship of sports and cultural events, banning smoking in public places, banning sale of tobacco products to persons below 18 years of age and repeats the existing labelling provision. The States of Goa, Punjab, Uttar Pradesh and West Bengal had agreed to adopt the Bill. Goa has an Act prohibiting smoking in public places, but it is poorly enforced. The same fate has been suffered by the Maharashtra Government Resolution banning sale of Gutkha within 100 meters of schools, hospitals and government offices. Goa, Kerala, Madhya Pradesh and Karnataka have a ban in place on smoking in public places. FCTC and Tobacco Advertising Advertising being a translational issue in the information age, beyond the regulatory scope of individual countries, the efficacy of stringent provisions thereof in the Framework Convention on Tobacco Control (FCTC) is undisputable. Efforts should therefore be geared at motivating geographical regions en masse to opt for tight provisions in the Convention. Individual nations could also be prevailed upon to tighten their national laws to match with International standards to be set out in FCTC. Interventions Effective lobbying strategies to enable the enactment of the Tobacco Products Bill, 2001: Activating State level advocacy to overcome the jurisdictional restrictions on policies regulating oral tobacco products and Bidi. Building a vigilant civil society to provide effective monitoring and prompt reporting of violations under the existing laws. Addressing trans-national advertising through strong provisions in the Framework Convention on Tobacco Control and Mobilizing Support from Entertainment-Celebrity endorsements of Anti- Tobacco policies. Industry speaks With the blanket ban on tobacco advertising through all media come into effect from May 1, 2004. The advertising industry was set to lose nearly Rs 250 crore (Rs 2,500 million). Tobacco companies too were then banking on aggressive customer contact programmes to get access to their buyers. We support the ban and such pressures are not new for the industry. We will have to look at the point of sales promotion and go for innovative inserts in cigarette packs, said a Godfrey Phillips India (GPI) spokesperson. GPI, the second largest cigarette manufacturer in the country, spent roughly Rs 20 crore (Rs 200 million) on advertising in 2003-04. Market leader ITC refused to comment on the issue, but the ad industry estimated that it will lose business worth Rs 80-90 crore (Rs 800-900 million) that year when ITC pulls out its ads. International cigarette giant Phillip Morris which started marketing the Marlboro brand directly in the country earlier in 2004, had gone on an outdoor advertising overdrive to make the most of the remaining few weeks before the ban takes effect. We deal with such regulations in various markets internationally. But the good thing is that this regulation is uniform and there is a level playing field, said Ajit Sahgal, GM Philip Morris (India). But Ashok Aggarwal, president DS Group, the largest chewing tobacco company in India said that it will be very difficult to monitor surrogate advertising. Let us have a look at some of the advertisements that were shown before the ban: [pic] This advertisement was published in 1930. It clearly shows that the need to communicate about tobacco products existed in Indian market from long back. pic] Product: Filter Wills- navy cut Manufacturer: ITC [pic] These advertisements directly show the product and communicate about it. It actually talked about the bondage between he product and the consumer and the â€Å"made for each other† punch-line signified that the bond between the product and the smoker is as sweet as the relationship between a man and a woman; moreover the visuals showed the closeness and joy that a consumer is supposed to have by consuming the product. [pic] Product: Gold Flake Manufacturer: ITC Agency: Bates India Pvt. Ltd. [pic] Product: Gold Flake Manufacturer: ITC Agency: Bates India Pvt. Ltd. [pic] Product: Gold Flake Manufacturer: ITC Agency: Bates India Pvt. Ltd. All these three advertisements shown above talks about the product quality and conveys a message which psychologically counters the fear of consumers of having a throat-problem because of smoking. By using the term â€Å"honeydew† the communication is focused not only to establish a superior product quality but the word honey also reduces the fear of throat-problems as we ll know that honey is used to cure throat problems, being widely used in Indian context. [pic] Wills Insignia is also another product from the house of ITC. In this piece of advertisement, the packaging, colour scheme, copy and the visual used talk about the superior quality and thus positions the product as a symbol of social status. The visual is based on black back-ground, as black is considered as the colour of power and dignity. [pic] Four Square is a well-known cigarette brand of the global tobacco giant Godfrey Phillips. This advertisement talks about the macho-image of a man, essentially a consumer of Four-Square, and his abilities to impress woman. This advertisement influences the customer by showing macho-man image. There has been a complete change in terms of communications in tobacco industry after the ban came into play: [pic] Above shown is an advertisement by Godfrey Phillips, which simply talks about lifestyle or philoosophies. But the position of the fingers, the placing of the content and the words used like â€Å"fire† and â€Å"passion† readily allows the consumer to relate with a cigarette. The most interesting thing that had happened in this entire surrogate scenario is the brand-extension of ITC as WILLS LIFESTLES, a chain of lifestyle stores that offer premium quality apparels. Some of the communications or advertisements that were published in print media to advertise WILLS LIFESTYLE are shown below: [pic] This advertisement of wills lifestyles exhibits the premium quality clothing using up-market models and ambience. [pic] In this piece of communication, high-end luxurious lifestyle was flaunted to communicate that people who wear will lifestyle apparels live a wealthy and luxurious life like shown above. This advertisement directly influences the aspiration level of the consumers and they feel like trying it. [pic] In all those advertisements shown above, of Wills Lifestyle, there is no direct communication about the cloth-quality or the price factors which are usually found in case of garment advertisements. Instead of that, all these advertisements focus on the lifestyle, achievements and aspirations. The colour scheme, the logo-type and the font used are just look-alike to the cigarette brands. More interestingly, the product ranges are named after the cigarette brand WILLS CLASSIC, which directly reminds the consumer about the original product. The name ‘Wills’ stands for the red and white packet of cigarettes and also perfume, soap, apparels, lifestyle store et all†¦. This is a classic example of brand extension that borders on surrogate advertising. [pic] The show-down The Information Broadcasting Ministry, under the Cable Network Rules, 1994 had imposed a ban on advertisements of tobacco and liquor products on satellite channels effective from 6 October, 200O. The governments aim obviously was reducing the exposure of such ads to teenagers in habit forming years. While advertising on Doordarshan had always been banned, the restriction on private channels had done away with one of the most effective channel of communication for the players in those industries. The ban includes both direct as well as surrogate advertisements in its am