J F K

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John Fitzgerald Kennedy became the 5th president of the United States in 161. At the age of forty-three, he was the youngest man ever elected president. He was also the first Roman Catholic ever elected to the oval office. Rich, handsome, charming, elegant, articulate, and from a well known family, Kennedy became a natural recipiant of admiration both in the United States and abroad. His assassination in Dallas, Texas on November , 16 resulted in public outrage and widespread mourning throughout the nation and the World. Kennedys term in office was too short to allow history to pass fair and acurate judgement on his accomplishments as president. Their is little doubt, however, that the image and philosphy, he brought to the oval office not only influenced the generation he governed, but also continues to influence todays generation and politics in general. Indeed, Camelot, the name given to the idyllic time during Kennedys presidency, is not a dead mythology but a living idealogy that continues in American society today. John Fitzgerald Kennedy (he latest gained the nick name Jack) was born on May , 117, in Brookline, Massachusetts. He was Joseph & Rose Kennedys second son. His father was a multimillionaire businessman, who had became a bank president at the age of 5, and made his fortune through investments in stocks, importing, shipbuilding, and moviemaking. Joe Kennedys political experince was limited to being appointed the first chairman of the newly created Securities and Exchange Commission (14-15) by president Franklin D. Roosevelt, and having served as the head of the U.S. Maritime Commission (17), as well as being the U.S. ambassador to Great Britain (17-140). Even though Joseph Kennedy never ran for an elected office himself, he and his wife had large ambitions for their nine children. John Kennedy was groomed for a career in politics from an early age. Growing up Kennedy was small for his age and suffered through several childhood diseases. As a child he was quite and shy, a far cry from his personality traits in his later years. During his childhood his older brother Joe helped and protected him, and served as a role model for young Jack. From an early age the Kennedy children were taught by their parents that the United States had been good to the Kennedys and that whatever the U.S. did for them must be returned by some service to the country. Jack took this idea to heart. Later it became the basis for a famous line from his inaguration speach in which Kennedy said Ask not what your country can do for you -- ask what you can do for your country. In school Kennedy excelled in history and english, but was a poor speller and struggled in math and science. Kennedys sixth grade teacher noted his humor and competitive spirit. Kennedy graduated from Choate High School in Wallingford Connecticut and briefly attended Princeton University before enrolling in Harvard in 16. While attending Harvard Kennedy wrote a brilliant honors thesis on British Foreign policies in the 10s called Why England Slept, which was later published. He graduated in 140 and was voted most likely to suceed by his classmates. In 141 Kennedy entered the the U.S. Navy shortly before the United States entered World War II. Following Pearl Harbor he applied for sea duty and became the commander of PT 10, a Navy torpedo boat. In 14, while on active duty of the Pacific, the boat he commanded was rammed and sunk by the Japanese. In an act of heroism, Kennedy rescued and lead his crew ashore, but in doing so aggravated an old back injury and contracted malaria. He was discharged from the Navy in 145. Kennedy returned home to Boston from the war with a citation for valor to began persuit of the political career his parents had envisioned for him. In 146, the rich and ambitious young veteran joined the Democratic party and successfully ran for a Boston-based seat in the U.S. House of Representatives. He was reelected to the seat in 148 and 150. As a congressman Kennedy supported social legislation that benefited his working-class constituents. It was during his tenure in congress that he began to advocate a strong anti-communist foreign policy, which he continued to promote for the remainer of his life. During this time Kennedy was especially critical of what he considered a weak policy against communism, especially communist China, by president Truman. Kennedy become restless in the House and in 15 ran for the U.S. Senate. He faced a strong opponent in the form of republican incumbent senator Henry Cabot Lodge, Jr.. Although the republican presidental candidate, Dwight Eisenhower, won in Massachusetts as well as the country as a whole, Kennedy demonstrated his remarkable voter appeal by defeating Lodge. One year later, on September 1, 15, Kennedy married Jacqueline Bouvier. The couple had three children Caroline Bouvier, John Fitzgerald Jr., and a second son who died in infancy. Kennedy proved to be a relatively ineffectual senator. During parts of 154 and 155 he was seriously ill with back ailments and for that reason was unable to play an important role in government. Kennedys critics observed that he made no effort to ooppos the anti-civil-libertarian excesses of Sen. Joesph McCarthy. His friends and staff later argued that he would have voted to censure McCarthy if he had not been hospitalized at the time. During his sickness Kennedy wrote a book of biographical studies of American political heroes. It was published in 156 under the title Profiles in Courage and won a Pulitzer Prize for biography in 157. Like his earlier book on British foreign policy, the book revealed Kennedys admiration and respect for forceful politcal figures. In 156 Kennedy, with his familys input, once again decided it was time to further his political ambitions. He bid unsuccessfully for the Democratic vice-presidential nomination. Following the setback, he set his sights on the presidency, especially following his reelection to the senate in 158. He continued during these years to support a strong anti-communist foreign policy. Regarding domestic issues Kennedy was a cautious liberal, backing a compromised civil rights bill in 157. He also devoted special efforts to labor legislation. By the time of the 160 presidential election Kennedy was only one of many Democrats with aspiriations for the partys presidential nomination. During the democratic race Kennedy once again showed his political shrewdness by putting together a well-financed, highly organized campaign and won the nomination on the first ballot. In another politically clever move, as a Roman Catholic from the North, he selected Lyndon B. Johnson of Texas as his running mate in order to stregthen his weak support in the South. Kennedy faced a strong challenge from republican nominee and sitting vice-president Richard Nixon but was able to preform well in a series of television debates against Nixon, using poised and vigorous performances to win over voters. He promised tougher defense policies and progressive health, housing, and civil rights programs. He also promised to lead the nation out of economic stagnation through his New Frontier plan. Kennedy won the election by a narrow margin of 11,000 votes out of 68,800,000 cast, but had to accept reduced Democratic majorities in Congress. In 161, his first year in office, Kennedy experienced a series of political setbacks due to a series of adverse international developments. He inherited a secret plan to overthrow Fidel Castro in Cuba from the previous administration of Dwight Eisenhower. Kennedy approved an invasion of Cuba in April by refugees acting with the help of the U.S. agencies. The quick and decisive failure of the Bay of Pigs invasion resulted in personal embarrassment for Kennedy. Later in the spring Kennedy pondered sending U.S. troops into Laos, which was being threatened by Communist insurgents. He flew to Vienna in June to meet with Soviet Premier Nikita Khrushchev. They agreed on a neutralized Laos, but Kennedy was threathen by Khrushchevs statement that West Berlin was a bone in my throat. When the Soviet Union built a wall between the eastern and western parts of Berlin in August, Kennedy responded by sending 1,500 U.S. troops to Berlin. Cold war tensions increased when the Soviet Union sent the first man into space in April and resumed atmospheric nuclear tests in September. In the fall of 16 rumors began to circulate that nuclear-armed Soviet missiles were being set up in Cuba. In October, U.S. intelligence confirmed that middle-range missiles were being installed. After a week of secret meetings with his advisers, the president announced his plan to place a naval blockade around Cuba to prevent the arrival of more missiles. He demanded that the Soviet Union dismantle and remove the missiles that had been detected. On October 8 Khrushchev gave in to Kennedys demands and the president removed the blockade and reassured the Soviet Union that U.S. would not invade Cuba. The Soviet retreat was considered a personal and political victory for Kennedy. Kennedy further improved his foreign affairs record in 16, which would turn out to be his final year in office. In June he gave an innovative foreign policy speech calling for an end to the cold war. The U.S. and Soviet Union agreed to establish a hot line to allow communication in times of crisis. In July Kennedy worked out a nuclear test-ban treaty with the Soviet Union and Great Britain. Another Kennedy project, The Alliance for Progress, a program of aid for Latin America, was also a popular success. These accomplishments, however, were overshadowsed by the worsening situation in South Vietnam, where Kennedy had placed 17,000 U.S. military advisers to help an unstable regime fight a growing Communist movement. Kennedys wit and charm made him very popular in the U.S. as well as abroad, but it did not help him greatly with a republican majority congress. Due to the lack of democratic support in congress most of his domestic policies stalled on Capital Hill. Every president must endure a gap between what he would like and what is possible, Kennedy once remarked at a press conference. When the civil rights movement began to stregthen in 16-6 he began to actively promote civil rights legislation. He also proposed a tax cut to stimulate the economy. However, at the time of his assassination these and other programs including federal aid to education and Medicare remained tied up in congress. Kennedys successor, Lyndon Johnson, would go on to succussfully push the legislation through a more democrat friendly congress in 164-65. He had better luck with executive actions as he was able to successfully force steel companies into lowering prices in April 16 and to encourage the race to send an astronaut to the moon. Kennedy responded strongly against efforts to prevent school integration in the South. In September 16, he appealed for compliance with the law when U.S. Supreme Court ordered the University of Mississippi to accept a black student. Kennedy ordered ,000 federal troops to the campus to control riots and ensure that the order was followed. In 16 Kennedy threatened federal force to help win partial desegregation of public accommodations in Birmingham, Alabama, and of classrooms in Alabama public schools. Kennedy also asked Congress for legislation to desegregate public facilities and give the Justice Department the authority to bring school integration suits. Most of his proposals ultimately enacted, following his death, in the Civil Rights Act of 164. In the fall of 16 Kennedy began to plan his strategy for reelection. He flew around the country campaigning, using the improvements in relations between the U.S. and Soviet Union as his strongest selling point, to generally favorable public responses. On November , at 10 PM CST, Kennedy was shot in the head and spin by a sniper while riding in an open limousine through Dallas, Texas. Following the incided he was rushed to Parkland Memorial Hospital, where efforts to revive him failed. A commission headed by Chief Justice Earl Warren concluded in September 164 that the lone assassin was Lee Harvey Oswald. Oswald was captured shortly following the assassination and killed two days later by Jack Ruby. The state funeral of President Kennedy was watched on television by millions around the world. He was buried in Arlington National Cemetery where his grave is next to an internal flame in his memory. Despite the conclusion of the commission many questions and conspiracy theories still surround Kennedys death. In the history of our country no other president has captured the imaginations and hearts of Americans more so than John F. Kennedy. His charisma and flare for life in the lime light were able to far outshine his shortcomings and failures as both a person and a president. Kennedys impact on U.S. history is still felt today. Many politicans are still trying to recreate Camelot, the mystical philosphy that made John Kennedy one of the most liked and popular presidents in history. The pursuit to recreate Camelot and later the fear of a second coming of Camelot overcame one of Kennedys cheif rivals, Richard Nixon. Nixon, like everyone else in American society at the time, was fooled into buying into the idea of John Kennedy, handsome man of morals and principle, ideal family man, the personifcation of the American dream. While much of this may be true, today history shows us that Kennedy too had his shortcomings. Regardless of what the turth may be, the legacy of John Kennedy and Camelot live on today and have solidified J.F.K. as one of the most storied figures in U.S. History. Word Count 57

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Lost Opportunity

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Lost Opportunity

This is a passage of my life, which I remember with very much fondness, maybe because it could be my first love and could not be. It was my first day of classes, my best friend and I were excited to start a new school year and make new friends. Central High School is an old school I remember all rooms having a very peculiar odor, like a musky smell, the classrooms was big and cold. So there I was going down the bright lighted halls when I saw him. I instantly felt butterflies in my stomach. He was there standing against the deep blue lockers, tall, lean, black hair that matched his very big black eyes. As I passed by our eyes met and he smiled at me. He had the very big beautiful smile, his teeth white as a paper. I didn't see him again after that until I went to my last class, physical education. When I walked into the gym to my surprise, there he was! We were introduced and from that moment on we began a friendship. We started visiting each other often, we shared chats, games, music and everything was happiness. I liked him from the first moment I saw him but to say it the friendship would end and for any motive we did not want that to happen.

His sister was our accomplice and our confident; she was a very funny girl, tall, red hair with freckles on her face, very white skin, white as milk. She was there whenever we needed her. She always used to say " Don't worry loves conquer all" I wished I had her confidence. Everything was a game of seduction, the two of us was a playing game, but the game board was the same, the pieces were barely moving without having anything said. Every time I saw him my heart jumped and I would blush, I felt my face burn like hot potato. One day I had to leave, leaving behind my illusions and maybe what could have been my great love. I lost him and I did not return until a year later, which we still didn't have the courage to say anything about our love. Another year happened it felt like eternity, every minute that passed felt like an hour, everyday felt like a month. I found out the truth through her sister, his secret love for me, but for me it was too late, he was gone from my life or maybe I never gambled to that love that it had not died….yet. This event happened in my life that I would never forget, it taught me that life offers you opportunities and you should take advantage of them because they might never come back.

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Select at least two members of the core (main) team and use one of the content (need based) theories of motivation to discuss which needs motivated these team members to join the team and work together. Identify the team members roles displayed by member

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In the beginning, back in 171, when high school football was everything to the residents of Alexandria, Virginia, local officials were forced to integrate the schools and hire a black man, Herman Boone, as head coach of the T.C. Williams Titans. He was faced with molding a group of rebellious teenage boys into a winning team while teaching them valuable lessons about becoming men. Their respect, friendship and determination healed a town torn by fear, ignorance and prejudice.

I have picked Alderfer content theories of motivation to address the needs that motivated Gerry Beriter and Julius Campbell to work together and become members of the team. According to Alderfers content theories of motivation, the levels are existence, relatedness, and growth. I choose this content theory for two reasons first, was because unlike Maslow's need hierarchy, there is no prescribed order of ascension. And the other, is that Alderfer theories allows regression to take place.

The two members of the core team that I have picked to answer question two are Gerry Beriter and Julius Campbell. Early on in the film we are introduced to a star football player Gerry, a strong all American white racially prejudice defensive end young man. Who would soon learn and become best of friends with Julius another defensive black foot ball player in the team. Right from the very start we can see that Gerry is caring and compassionate about his fellow white football players. This is seen early in the movie when he informs coach Yoast about the concerns of his fellow team mates being dropped from the team with the integration of the schools. Gerry comes from a single parent family home, his father died when he was much younger. Gerry primary objective in this movie was to play football and nothing could come before that.

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Pharmacy

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A pharmacist's job description consists of dispensing drugs that are prescribed by physicians in order to treat a number of illnesses, ailments, and irregularities. A Pharmacist is also expected to provide the patient with important information needed to administer the medication properly and without complications. Pharmacists are expected to be knowledgeable on the composition of drugs, and the actual mixing of ingredients to form various medians of treatment including powders, pills, ointments and solutions.

Pharmacists can work in a number of different settings including retail, hospital, and in home healthcare. Pharmacists who work in a retail setting commonly advise patients on a number of issues concerning them including drug interactions and medical equipment. Community pharmacists also give advice on over the counter medications. They advise patients based on health surveys and what other medications they are currently taking. Pharmacists that are employed by hospitals and clinics dispense medications and advise the medical staff on different drugs. There is also a lot of planning involved in hospital pharmacy, counseling patients on drug regimens and on the use of drugs while in the hospital.

A degree in pharmacy typically takes 6 years to obtain with years of pre-pharmacy education and 4 years of undergraduate study. After these have been completed you can opt to study for a masters or for what is known as a Pharm.D or a Doctorate of Pharmacy degree. Pharmacists also undergo a lot of training throughout their college study and even after college in patient care and consultative services to other health professionals.

Pharmacy seems like a career that is very rewarding. Without pharmacists many people could be mislead into taking drugs they do not need or accidentally interacting certain prescriptions. Pharmacists make a very decent salary without having to go to school for an exorbitantly large amount of time, about 70,000 a year on average. The one drawback of pharmacists is that they are often required to work long and undesirable hours because many pharmacies are open all day long, 7 days a week. There are also ethical concerns in pharmacy. There was a case recently where a pharmacist diluted cancer medication in order to make more money. A pharmacist has to be an honest and prudent individual because of the hundreds of lives that depend on him or her, daily. Overall, I think pharmacy is an excellent job with a good salary and benefits.

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Seasons within the Life of a Slave

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Seasons within the Life of a Slave

In the life of a slave, most every day followed the same routine, and each year was just as predictable as the one previous. Although each slave had his or her own inexcusable daily tasks given by the master, they all seemed to have their own sadness, within which a unique anecdote is intertwined. This phenomenon may be observed by considering the happenings in the narratives of two slaves Linda Brent in "Incidents in the Life of a Slave Girl" by Harriet Jacobs and Mr. Charlton in "Sketch of the Life of Mr. Lewis Charlton, and Reminiscences of Slavery" by Edward Everett Brown. By taking into account the resemblances and differences of the two, one can understand the variations of abuse inflicted upon each slave.

The slave experiences of both Linda and Mr. Charlton were mostly filled with the utmost cruelty and disrespect. Shattered emotions and torn flesh made the thought of each upcoming day more and more undesirable. Pain was equally experienced between the two, although there was a different type of vindictiveness distributed to each. Harriet Jacobs wrote with a pseudonym, Linda. In her story, Linda encountered emotional and sexual abuse by her master Mr. Flint. The harshness and insensitiveness that Mr. Flint rendered upon Linda because of her longing to be with a man whom would love rather than exploit her only led her to have a growing hatred towards him. She told him "You have tried to kill me, and I wish you had; but you have no right to do as you like with me" (Jacobs 176). Mr. Charlton takes on a different form of abuse from his masters. On several occasions he was beaten so extensively that he was unable to use his legs. "For three years I had to labor hard ploughing and hoeing in the field, with no flesh on the bones in the centre of my legs, and when the clothes were removed from my legs, the white bones could be plainly seen" (Brown). He also witnessed the death of two slaves who, instead of being caught by their master in an attempt to escape, would rather throw themselves into a flaming furnace and put an end to their misery. These terrible conditions and hatred inflicted upon slaves is referred to as "the atmosphere of hell" (1764) in Jacobs's work.

Both Jacobs and Brown expressed the importance of true freedom; however, there was a different aspect displayed by each. Linda participated in the abolitionist movement in order to free powerless slaves and be reunited with her children. Jacobs expressed her connection to the helplessness of undesirable slavery which allowed the reader to understand her desire for their freedom "You never knew what it is to be a slave; to be entirely unprotected by law or custom; to have the laws reduce you to the condition of a chattel, entirely subject to the will of another" (1767). Mr. Charlton also strived to give slaves (former and current) an education that they had not previously been capable of obtaining. After receiving his freedom he realized that "There was no churches for them to attend divine worship, no ministers to preach to them the word of God and teach them lessons of truth and wisdom, no schools where they could be educated" (Brown). He was also a faithful believer in God and referred to the "nation's hypocrisy and oppression" because of its willingness to allow the colored race, enslaved and free, to be so foully mistreated (Brown). Although he encountered many hardships in efforts to attain a chance for his race's knowledge and truth, he displayed vast consistency for this task which revealed his longing to be respected by all men.

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Freedom was granted to Linda and Mr. Charlton. There was great happiness connected to independence, but there were past recollections of old friends and emotions that were forever in their memories as well. Linda recalled the terrible memories of her former master, Mr. Flint, and says, "…she was a better Christian than I was if she could entirely forgive him. I cannot say, with truth, that the news of my old master's death softened my feelings towards him. There are wrongs which even the grave does not bury" (Jacobs 1774). She also fondly reminisces on past times "I would gladly forget them if I could. Yet the retrospection is not altogether without solace; for with those gloomy recollections come tender memories of my good old grandmother" (Jacobs 177). Her statements provide evidence of the thoughts that linger with her existence. In addition to the emotional baggage, slaves were not treated justly by citizens who did not agree to their "free" status. Mr. Charlton underwent this occurrence when he tried to take one of his employers to court for refusing to pay him the amount that was earlier agreed upon. Edward Brown described Mr. Charlton's court experience by writing, "The court was a mockery; there was no such thing as justice; the only difference was that he was white and I was black, the law protected white men and trampled upon black men." This unjustly treatment by the nation, its government, and his fellow citizens continued to torment him throughout all of his life's challenges.

These works by Harriet Jacobs and Edward Brown are stories about the lives of two slaves and their struggles with freedom, life, and liberty. Both authors have directed his or her work to a specific audience in order to touch their hearts and minds with the tremendous and diverse struggles encountered by each. The focus of Jacobs's story was on the difficulty of a woman held captive to slavery. Jacobs wrote, "The influences of slavery had had the same effect on me that they had on other young girls; they had made me prematurely knowing, concerning the evil ways of the world. I knew what I did, and I did it with deliberate calculation" (1766). She sought an audience of women; for she believed that, in her time period, all women should work collectively because they are all under the control of white men. Therefore, she told her story in an effort to encourage the support of all women. Edward Brown wrote to reach different listeners. He endeavored to include and enlighten all citizens with his knowledge and thoughts on slavery and the equal treatment of all men. His particular addressees, though, were those claiming to have a Christian faith because he believed that they would take the greatest action in response to his writing. In attempt to assure his readers that his task and reliability would be everlasting he wrote

"But I am still toiling, although my pathway is strewn with thorns, and not flowers, the black cloud of prejudice hangs over me, men try to blacken and defame my character, and crush me, because they have the power in their hands, but I will fight my way through till I die, striving to raise means to educate and make Christian men and women out of now raw material" (Brown).

Mr. Charlton had a desire to dispose of the immoral characteristics of society. Harriet Jacobs's and Edward Brown's purpose for these writings was to educate the readers on the harsh circumstances of human captivation, and putting an end to the existence of slavery was the lifelong goal of both writers.

Works Cited

Brown, Edward Everett. "Sketch of the Life of Mr. Lewis Charlton, and Reminiscences

of Slavery." University of North Carolina at Chapel Hill Libraries Documenting the American South. 000. 5 February, 00. http.//docsouth.unc.edu/neh/Charlton/Charlton.html

Jacobs, Harriet. "Incidents in the Life of a Slave Girl." The Norton Anthology of

American Literature. Ed. Julia Reidhead. 6th ed. vol B. New York Norton,

00. 175-177.

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Marketing

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Television is one of the strongest methods of advertising. It is one of the most popular and common mediums in South Africa. The television advertising campaign for the cellular network-Vodacom has a series of adverts that form a relative image in the mind of the consumer. This is because they use the same characters in each of their adverts as well as keep a common theme, for example, humor with all the series of adverts.

The advert that we have chosen on television has been manipulated to suit the rugby world cup. Since Vodacom is one of the leading sponsors of the South African Springboks, they used an advert that was previously used to advertise the free emergency number that the Vodacom network entitles its subscriber to. The advert takes place in a rugby stadium where an eventful match is taking place. There is a couple, commonly known to the 'Voda-world' as the couple that is always getting into trouble leaving the 'hero' with the Vodacom cellular phone to bail them out. In this advert the crowd goes wild with excitement as one of the rugby players scores touch goal. The ignorant girlfriend, however, aims an orange at him and it hits him on the head. This causes him to get really angry.

The crowd moves away from them and the couple is left alone to face the wrath of the furious rugby player. It is at this point where everyone takes out his or her cellular phones and dials the emergency number that is free from the Vodacom network. However, as stated earlier on, the rugby world cup is on, the advert omits the original purpose of the advert i.e. to advertise the free emergency number and now focuses on the product's role on the South African rugby team. However, although the purpose of the advert has been modified, the original purpose is not totally neglected. It does exist, however, the advert will not gain attention for the emergency number but rather on the World Cup.

Bothma gives us two ways in which we can assess certain styles that an advert compromises of, these are what he call 'creative appeals' (Bothma 00; 66-67). These advertising approaches are divided into two categories i.e. rational and emotional or subjective. By applying these two approaches to the advert we have chosen, we will be able to filter through the advert and observe certain advertising techniques.

The first approach that is the rational approach focuses mainly on the advertising objectives for the product as well as certain facts i.e. quality traits of the product itself. According to Bothma, the message will have information about the properties of a product (Bothma 00; 66). Like Bothma, I believe this approach to be more successful because this approach plays on the imagination as well as the desires of human nature. By doing this, the advertisement will draw in larger audiences as well as reach the desired goals for the consumers

Bothma further describes many approaches under this category. However, the one most relevant to the Vodacom advert is the Product Popularity Approach and this is the approach that we will be discussing in further detail. According to this approach, the advertiser plays on the mind of the consumer by taking into account factors such as their personal preferences and human nature characteristics. By doing this, they are able to play on human emotion such as greed, desire and the need to fit in to society to get their desired goal.

In the Vodacom advert, the rugby game is used because at the moment, rugby is a popular sport in South Africa, not to mention, the rugby set provides a link to the sponsorship of the world cup. This scene allows the viewer to identify with the set and the characters in it. The main scene in the advert that gives us insight to why this advert falls under this particular category is when everyone calls the emergency number. This provides us with an idea of trend setting schemes in order for us to properly analyze the advertisement. The fact that everyone uses the cellular network Vodacom and everyone looks confident that this is the 'in thing' in terms of cellular providers creates an image in the mind of the viewer to this effect. The viewer would want to be part of this trend, as he/she will want to feel part of the bigger picture. The advertiser knows this and plays on this fact, thus he hopes to gain the desired objective that he has set for the outcome of the advert.

Now, let us take a look at the objective or Creative appeal. This kind of appeal deals with a specific target audience in mind. It takes into consideration certain demographics such as age, sex, and personal preferences and tries to lure audience's in. it enables consumers to identify with the chosen characteristics that the advert portrays. Bothma believes that this approach is more successful and will obtain better results than the rational approach (Bothma 00; 66). Like Bothma, I believe this to be true because this approach plays on the imagination as well as the desired of human nature. By doing this, the advertisement will draw in larger audiences and consumers. Like the other appeal, there are many different approaches under this category; however, we will only be discussing those that are relevant to the advert.

The most important approach that is directly related to this advert is the humorous approach. This is what the advertisers used in the Vodacom advertisement. According to Bothma, this kind of approach is exciting initially to viewers but soon enough, it is bound to bore the audiences soon enough. However, I beg to differ, the series of Vodacom adverts provides a unique and insightful way of looking at the properties of the product. These adverts have been going on for years and have been successful ever since they first began.

The next approach is referred to as the Slogans and jingles approach. This approach creates familiarity between the viewer, the advert and the product. The most common of all Vodacom adverts are the familiar sound of the man who always rescues them with his phone call. His famous saying whilst talking on the phone requesting help is 'Yebo-Gogo' or 'Hello-Vodacom'. This creates a programmed image in the mind of the viewer enabling us to recite these lines on and off television times.

This leads us to the fact that the Vodacom advertisement that we are currently analyzing is actually one of several that seem to follow up on each other. The advertising agency that dealt with Vodacom was ingenious when it decided to design follow up advertisements that consumers could identify with. The infamous yebo gogo captions and the consistent characters the old man with the cellphone, the very ignorant middle aged man who thinks he knows and can do everything, and a recent addition his blondish type girlfriend make the vodacom advertisements something that consumers want to watch. In fact, some people actually wait in anticipation to see what these characters will be up to next.

Now the question that we as marketing students have to ask is what are the marketing objectives behind this type of advertising? What do the advertisers plan to achieve and why is their approach to advertising so different from the rest?

Marketing objectives are essentially implemented before the actual advertisement is created. They define "the goals of an advertising campaign or exercise." (Bothma, 00 7) They are seen as the guidelines for the whole marketing strategy that goes into the creation of an advertisement. The objectives are "part of the broader marketing communication objectives". (Bothma, 00 4) The basic questions that need to be attended to are what the essential message to be delivered is; what audience (target market) are you dealing with; what do you expect to happen (the effect of the advertising campaign); and what kind of strategy are you going to implement in order to evaluate the success of the advertisement. (Bothma, 00 44)

In terms of the advertisement that we are discussing it seems that the essential message that Vodacom want to throw across is awareness of their services as a cellular network provider, in this case the emergency call number that can be dialled for free whenever or wherever there is an emergency. Hence, the advertisements always deal with the middle-aged man falling into some sort of dangerous and harmful situation from which only an emergency call can save him. Here, we see that he is being carried away on a stretcher that was called in by the older man on his cellphone. Other information the advertising agency would want to portray would be that of the quick response of the vodacom emergency service. This is shown through the fact that the emergency unit was sent to the rugby field which is where the incident occurred. Therefore, no time was wasted portraying the quick response of the vodacom emergency service. All of this relates to the objective of creating awareness.

This particular advertisement however, is also linked to a public relations campaign, in the form of a sponsorship. The caption at the end of the advertisement states that the consumer must not miss the upcoming Rugby World Cup. Hence, Vodacom is sponsoring the Rugby World Cup, in an attempt to emphasize their brand image. Thus, one of their objectives would be image advertising, in order "to reinforce a favourable image of [their cellular network]." (Bothma, 00 46) The Rugby World Cup's mass media coverage would be advantageous to Vodacom's advertising needs and objectives.

The other objective that I can pick up is that the advertising agency intended to enforce the idea of the vodacom service image into the mind of the consumer. In the same respect, the advertiser is inadvertently reminding the customers to purchase this product. This is done through the function of frequency which is defined as "The number of times, on average, that the members of the target audience are exposed to (see, read or hear) the advertiser's message in the media vehicle in a given time period." (Bothma, 00 145) Therefore, if you observe the frequency of exposure of the Vodacom advertisements then it is simple to see that this service provider's objectives are to remind the consumer about the product and its benefits. This is as a result of the existence of three cellular networks in South Africa, all competing to "keep their own products and brands foremost in the minds of their customers." (Bothma, 00 46) One must remember that the main aim of any organization is to increase purchase. Therefore, the main aim of Vodacom's advertising campaign would be to increase the number of consumers who will subscribe to them.

Another advertising objective deals with the type of audience that the advertisement will appeal to, in other words, the target market. In this particular case Vodacom is attempting to attract the attention of the national rugby team supporters and all other South Africans who will be watching and following the Rugby World Cup, trying to imprint the image into the consumers mind so that when he or she think World Cup Rugby, then he or she inadvertently thinks Vodacom. The target market also includes those consumers who own cellphones. Additionally it seems that the old man in the advertisement is extremely techno savvy, thereby implying that anyone, no matter what age, gender or creed, can utilize the services offered by Vodacom.

The intended effects of the advertising strategy would be to reach a greater clientele this is subsequently the most significant factor in advertising. This is clearly as a result of the fact that advertising on television has a greater reach than most other media institutions. Also, to enable those who are already subscribed to the service provider to reap the benefits of services offered, in this case, Vodacom's emergency service. Lastly, they would want consumers to acknowledge the fact that Vodacom does indeed support South African sports, thereby increasing the popularity of their brand image.

The evaluation of the success of the advertising campaign can be measured through the number of brand switches that occur before, during and after the Rugby World Cup. If there is an increase in Vodacom subscribers then the goal of the advertiser's objectives would have been achieved. Through these types of actions we can observe that the advertisers see advertising as an important strategy in the marketing communications mix. They would not be so enthusiastic to spend money on television advertising if they saw it as an insignificant part of the marketing communication process.

We are fairly certain that the advertisers who deal with Vodacom believe that evoking emotion in a consumer is what constitutes a 'good' advertisement. This is as a result of the fact that most of Vodacom's advertisements contain either a comic element to it or as, in the baby advertisement, a sense of longing to 'seize the moment'. We can see that they take particular pride in creating advertisements that can be followed up on. Not only with the yebo gogo advertisements but also with the live for the moment advertisements. The other factor is of course that an advertisement must be able to bring in more customers. One will know whether an advertisement is a good one once the evaluation has been done.

It is fairly obvious that television advertising involves an extremely large amount of planning. Without the proper methods an organization would literally be disadvantaged. For example, if the advertising campaign is not successful then the organization would have lost money and there is a danger that their image would be tainted as well. Therefore, it is vital that all aspects are taken into account, i.e. the budget, the objectives, etc.

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John Haigh

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In 14, John George Haigh was founded to be a serial killer known as The Acid Bath Murderer and The Vampire Killer. Haigh targeted old rich and retired people. His first family of victims were the McSwans. The McSwans family was rich and Haigh wanted to take their wealth. First Haight killed the son Donald McSwan. Then the following year he killed the parents Mr. and Mrs. WD McSwan. He killed them by bludgeoning them to death. (Beating them with a club) After killing them he forged the McSwans name on some transfer deeds, and he was able to get the McSwans properties and 4,000 pounds. When he lost all of the money at the dog track he decided to begin murdering for profit again.

His second group of victims were the Hendersons who where also rich. Haigh began to be their friends and he gained their trust. Haigh drove Mr. Henderson to his workshop where he shot him. Then he went to Mrs. Henderson and told her that her husband was sick. She went with Haigh to see him at his workshop. Once she got there he killed her in the same manner. After the killing of the McSwans and the Henderson's, Haigh duplicated their handwriting and sent notes to their servants, relatives and friends explaining that they moved to Australia or some distant place, and mentioning that Mr. Haigh would settle their affairs. Haigh sold off the Henderson's house and car, and received 10,000 pounds from their bank accounts. But in almost a year most of the money was gone by losing to an army of bookies.

He was overdrawn at his bank and needed to pay back rent to the Hotel he stayed at. So he began looking for his third victim. He targeted a wealthy, retired matron by the name of Mrs. Henrietta Helen Olivia Roberts Durand-Deacon. She knew Haigh leased and rented cars to patrons. So she thought he would be interested in promoting her idea about manufacturing plastic fingernails. Haigh responded favorably to her idea. He told her to meet him at his workshop to discuss it. Once the woman entered the workshop Haigh shot her in the back of her head. After killing all of his victims he stripes their bodies and dumps their body into a 40- gallon vat of sulfuric acid. Then he drains the vat and dumps the sludge from the vat into the dirt of the backyard. This process with the acid is what gave him his name. Because he did this to every victim he became a serial killer. He is also known as the vampire killer because after killing his victim he drank a glass of their blood.

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Haigh went back to the hotel and asked Ms. Lane who was Mrs. Durand-Deacon's friend if he saw her. Mrs. Lane said she told her she was going to his workshop. Mrs. Lane said she was going to report her disappearance to the police. Haigh went with her so he could seem innocent to everyone. Once the police officer recognized Haigh, he ran a background check. Sense Haigh had a criminal record the police brought him in for questioning. First he denied that he had to do with Mrs. Durand Deacon. Then he blurted out "Mrs. Durand Deacon no longer exists! I've destroyed her with acid …; You can't prove murder without a body. " But the police went to his workshop and found some remains of Mrs. Duran- Deacon. The remains were in sludge, but the forensic investigators unearthed twenty-eight pounds of body fat, false teeth, a pelvis, an ankle, gallstones, and a red handbag beneath the acid vat. They found his diary in the workshop. It told everything about all the previous murders. The investigators also found a few remains of the McSwans and Hendersons. Haigh was charged with the murder of Mrs. Durand Deacon and was placed on trial. Haigh tried to convince everyone in the courtroom that he was insane. He started that " in each case I had my glass of blood after killing them." Then he went into describing in detail all sorts of ghoulish acts on his victims, before giving their body's acid baths. The jury was not impressed. They came to a verdict of Haigh being Guilty. He was sentenced to death. On August. 6, 14, John Haigh was put to death at Wandsworth Prison.

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