Lorraine Hansberrys A Raisin In The Sun Essay -- essays papers

A Raisin in the Sun In the book â€Å"A Raisin in the Sun† by Lorraine Hansberry, there were characters whose dreams were stated, some of which were shattered by greed and misfortune and others which would eventually come to be true. The first dream that came about was Walter’s dream of one day owning and maintaining a liquor store. He would do anything to attempt to get his dream to come true, but his mama wanted anything but that to happen. His mama had a dream of her own though, she dreamed of one day owning her own house, where her whole family could stay comfortably. She dreamed this because in the apartment that she resided in was too small, and dumpy, as Ruth called it. Her grandson Travis had to sleep on the couch, and all that she wanted was for him to have a bed of his o...

Every Child Counts :: Teaching Education Careers Essays

Every Child Counts Growing up I loved being surrounded by children. Looking back on my earlier years, I realize that teaching has always been a desire of mine. As a child I read to my dolls, pretended to be a teacher to my friends, and baby-sat every opportunity that arose. No matter what the situation was, if there were children involved, you could count me in. I love the feeling of being around children; the joy they bring to a room is what makes them so special. Children are wonderful beings that make me laugh and realize how precious life can be. I have chosen to teach elementary age students because these are the most crucial years they will encounter as they are shaping who they will become. I believe I am taking my God-given gift of loving others, especially children, and using it to benefit the people around me. So many students are neglected, ignored, and abused because people fail to see their worth. I know that kids are creative, spontaneous, loving human beings and they have a hunger to learn. I feel I have many gifts to offer these children and hope I can have a true impact on their lives. My hope is to learn about each individual and touch them each in different ways. I know I will have classrooms filled with diversity but it will be a priority to learn something unique of each student. One thing I have noticed that happens a lot in our world is prejudices. Children are so vulnerable to different cultures and are quick to make judgments. It is my job to teach my students about these different cultures so when they see someone unlike themselves they will not make fun of them. Instead I want these children to be curious and willing to understand why people are different because it is what makes our world unique. While I am learning about them, my hope is that they are willing to learn about each other as well. I hope to unite children of all cultures by teaching them to be curious about others, learn about them, and appreciate their differences. In doing this maybe we can stop some of the prejudices they may have and build a loving community of people who think about each other instead of only themselves.

Case Study of Market for Tuna Company :: Business Analysis

PRICING To be able to understand how the four types of market affect pricing decisions we must first look at the factors considered when setting prices. As per discussion in class, competitors; consumer perception of price and values; market and demand all together contribute to the pricing decisions. According to the study of Economics these factors are present in the four types of market: Monopoly, Oligopoly, Perfect competition and Monopolistic competition. In monopoly, where there is only one provider of a product or service, the company controls the pricing decision. Seeing that there is none, if not limited, existing competition in the market proves that the company is not dependent on the pricing decision of other electricity service suppliers. A common local example would be Meralco, although there are other electricity providers outside Mega Manila, Meralco is still considered the largest and the most income generating electricity supplier in the country. Being the largest assumes a big bulk of the population demanding and relying on the services it provides, there is not much choice left for the consumers but to patronize Meralco, in effect the charges that the company asserts (under the government’s approval) will always be assimilated by the consumers. The unavailability of other options gave them the position to take control of the pricing of charges. In oligopoly the market is shared by a small number of producers or sellers. Since it is dominated by a small number of sellers, each one is mindful on the act of the other and decisions of each other firms influence one another. There is a concern on the reactions or responses of the other sellers in the markets thus the pricing decision is thought of carefully against the competitor’s pricing decisions, it now becomes dependent on the other participants in the market. The local examples are the prominent landline telecommunication service suppliers such as PLDT, Bayantel, Digitel and Globelines. Based from observations on ads and promotions every time one seller initiates a call charge reduction the other sellers automatically follows the trend. The whole idea in this kind of market is that firms are actually after price decrease, with the hope of gaining a bigger share of the market. Either pricing decision indicates a decrease or increase all actions will create a price wa r response with other sellers. A perfect competition market describes a market setting wherein the buyers and sellers are so numerous that the market price of commodity is no longer in control of either the buyers or the sellers.

Psychological Critical Perspective Essay

The utilization of a psychological critical perspective in literature entails the utilization of a specific psychological perspective to be used in the assessment of the various elements within the text as they are related to both the author and the intended audience of the work. Bernard Paris (1997) states that the use of psychology in the analysis of a literary text enables us â€Å"to understand the behavior of characters in literature from the past, to enter into their feelings, and to enrich our knowledge of ourselves and others through an understanding of their inner conflicts and relationships† (p. xii). In line with this, what follows is a psychological analysis of the representations of life and death in Sophocles’ Oedipus Rex and Susan Glaspell’s Trifles. Within Sophocles’ Oedipus Rex, the psychological representation of death is evident in the representation of the sphinx. The sphinx, as a mythical creature, represents perplexity and death. In its many versions, the sphinx may be said to be a representation of perplexity in its employment of riddles in its interaction with human beings. Furthermore, it may be said to be a representation f death since it is depicted as a creature that brings death [or at least bad luck or misfortune] to those who cannot solve its riddles. In Greek mythology and drama, this creature is depicted as a beast with a feminine gender. Though generally regarded as an unhappy monster, the sphinx also serves as a symbol of femininity, power and confusion. In Sophocles’ Oedipus Rex, one may infer that in Greek tragedy, sufferings and tribulations are intertwined with the hero’s existence. To a certain extent, one may say that in the case of Oedipus Rex, the sphinx defines the existence of Oedipus; his ‘being a hero’, so to speak. The same holds true for the sphinx. In other words, the hero and the villain define each others’ being. Note for example that within the text itself, Oedipus’ existence is intertwined with the Sphinx in the sense that the Sphinx and hero are twin-born. In terms of its monstrosity, the sphinx is depicted in many ways. These depictions are as follows. In Oedipus Rex, she is depicted as a singing sphinx that has permitted the oversight of dark secrets as well as a winged maiden with crooked talons who sang darkly. Oedipus’ incapacity to discern both the oracle at Delphi and the true nature of the sphinx and its closeness to himself present us with a rather different view about human nature and the ancient Greeks’ belief in fate. The sphinx reminds us of two things. First, it reminds us of our inability to fully know ourselves because of human nature’s enigmatic character. Second, it poses significant questions with regards to human freedom and our capacity for choice. In other words, it toys on the idea whether freedom and choice are mere illusions that human beings would like to think that they possess when in fact, they do not. Within this context, life and death are represented within Oedipus Rex in such a way that it places emphasis on the difficulty of discerning the conditions of life. Such a difficulty is mirrored in the portrayal of the Sphinx as well as the Sphinx’s relation with the hero of the text. As opposed to this, Susan Glaspell portrays life and death differently in Trifles. Trifles recounts the tragedy that occurs within marriage during instances wherein there is an absence of homosocial dimensions in a woman’s life. Within the text, life and death are represented in such a way that they are made to be seen within the context of a masculine gaze. The reason for this lies in the subjectivity of the portrayal of both freedom and objectivity within the text. Consider for example the case of Mrs. Hale and Mrs. Peter who both tried to conceal the evidence of Minnie’s crime. One might note that such a decision mirrors a certain amount of freedom on both characters’ part. Both characters may be said to possess freedom in the negative sense that they may choose to omit specific information that they have however the subjectivity of this freedom is evident if one considers that the psychological reason for omitting such an information may be traced to their embeddedness within a masculine point of view that requires them to maintain the existence of order within their immediate surroundings. Life and death, within Trifles, may be said to be determined by a patriarchal point of view. Such a point of view, however continuously contradicts the feminists perspective as can be seen in the controversies that arose as a result of Minnie’s death. References Bernard, P. (1997). Imagined Human Beings: A Psychological Approach to Character and Conflict in Literature. New York: NYU P. Glaspell, S. (2003). Trifles. Np: Thomson Wadsworth. Sophocles (1991). Oedipus the King: Oedipus Rex. Trans. George Young. London: Dover.

Momentum trading and Business Cycle Risk: Evidence from BRIC Countries

1. Introduction. BRIC (Brazil, Russia, India and China) countries are growing at an alarming rate. This growth can be attributed to a number of factors including globalisation, financial liberalisation which has led to an increase in cross-border capital flows, technological developments and the internet. These countries are forecast to witness tremendous growth in the years ahead. The alarming growth of BRIC countries has attracted investors in search of suitable environments for portfolio diversification to consider BRIC countries as potential destinations for diversifying their portfolios. This paper presents a proposal to study the link between business cycles and momentum trading in the BRIC stock markets. The paper aims at understanding how business cycle risk affects momentum profits in BRIC countries. The study also seeks to provide an understanding of how momentum profits are affected by firm specific characteristics such as firm size and book-to-market ratios in BRIC countries. 2. Objectives of the study The objective of the study is to determine the impact of business cycle risk on momentum profits and thus momentum trading in BRIC countries. Research Questions The study aims at answering the following questions: Are there momentum profits in the stock markets of BRIC countries If so, what is the impact of Business Cycle risk on these profits What are the regulatory implications of momentum profits in BRIC countries Significance of the Study The study is significant to market regulators in that it will enable them design regulatory requirements aimed at reducing inefficiencies in BRIC stock markets thereby increasing their ability to attract capital. The study will also help foreign investors to gain more confidence in BRIC countries. Finally, the study will serve as a reference point for future researchers interested in conducting research on momentum profits. 5. Literature Review. A momentum trading strategy is a trading strategy that is designed based on past performance. The trading strategy is based on the assumption that â€Å"history will repeat itself†. A momentum trading strategy is therefore a strategy, which assumes that the return performance will persist in the medium term (Signos and Chelley, 1994). Momentum profits were first observed by Jegadeesh and Titman (1993). Accordingly, the study observed that stocks that performed well in a previous period also performed well in the current period, while those that performed poorly in the previous period also performed poorly in the current period. This means that a trading strategy that went long on previous winners while shorting previous losers would result in positive abnormal returns. In particular Jagadeesh and Titman (1993) observed the realisation of positive abnormal returns of 1 percent with the momentum strategy. In addition, a number of other studies have observed significant positive abnormal returns with the momentum trading strategy (e.g., Moskowitz and Grinblatt, 1999; Jegadeesh and Titman, 2001; Liu et al. (1999), Hong and Tonks, 2003; Gregory et al., 2001; Griffin et al., 2003; Gregory et al. 2001; Rouwenhorst 1998). The implication of the existence of such a Band Wagon (money making strategy) is that markets were not efficient. According to the weak- and semi-strong form efficient market hypotheses, all information available to the general public is already reflected in stock prices. This means that investors cannot realise superior risk adjusted returns by adopting a particular trading strategy such as the one proposed by momentum trading (Ross et al., 1999; Bodie et al., 2007). Attempts to attribute this finding to inefficient markets have been opposed by Fama and French (1993, 1995, 1996) who argued that observing momentum profits cannot be attributed to inefficient capital markets. Rather the single factor capital asset pricing model (CAPM) has been criticised for not being able to properly explain the variability of the cross-section of stock returns. This model suggests that stock market returns depend on a single factor (i.e., the return on the market portfolio). However, Fama and French (1993, 1995, 1996) contest this view and argue instead that stock returns could be explained by additional factors such as the book-to-market ratio and firm size. A three factor model is therefore proposed which takes into account the impact of size and book-to-market ratio and is found to perform better than the single factor CAPM (Fama and French, 1993, 1995, 1996). In addition, the three factor model was extended to a four-factor model to include a momentum factor w hich measures the difference between the return on portfolios of stocks that performed well in the previous period and the return on portfolios of stocks that performed poorly. Including a momentum factor in the three-factor model thus making it a four-factor model enabled the model to be able to explain the momentum profits observed in Jagadeesh and Titman (1993) and the other studies identified in the Literature. In summary, Fama and French argue that anomalies such as those observed in momentum trading cannot be attributed to inefficiencies in capital markets. Rather they should be attributed to inadequacies in the models that are used in explaining the cross-section of stock returns. Other explanations have been offered for the observation of momentum profits. According to behavioural finance theorist, momentum profits are a result of slow movement of information. Behavioural finance theorists are against market efficiency theorists who argue that information is rapidly reflected in stock prices. Among behavioural theorists, Hong and Stein (1999) argue that momentum profits can be attributed to slow diffusion of information across interested investors. This means that some investors receive information about stock prices earlier than others and as such appropriate action faster than others. By so doing, investors who have quick access to information are capable of making superior abnormal returns while those who do not have quick access to information tend not to make superior risk-adjusted returns by using such information as a basis of trading. Barberis et al. (1998) argues that momentum profits can be attributed to overreaction or underreaction of stock prices to news. The explanation from behavioural theorists conflict with those of Fama and French because behavioural theorists also suggest that there is nothing like an efficient market. Given the conflict between behavioural theorists and proponents of market efficiency, alternative explanations have been provided by recent studies. These studies argue that momentum profits are influenced by business cycle variables (e.g., Antoniou et al., 2007; Liew and Vassalou, 1999). Contrary to this view Griffen et al. (2002) in a study examining the link between business cycle variables and momentum profits across many countries argue that momentum profits are not a function of business cycle variables. While many studies have investigated the relationship between business cycle variables, most of these studies focus on developed markets with very little attention paid to emerging markets such as those of BRIC countries. Given the increasing role that BRIC countries play in the global economy, it is important to understand whether there are momentum profits in these countries as well as the role that business cycle risk has on momentum profits. This study is therefore a positive step toward contributing to the literature on momentum profits and business cycle risk by extending previous studies to stock markets in BRIC countries. 5. Research Methods This study will employ an econometric model to study the relationship between momentum profits and three sets of variables: (i) business cycle variables; (ii) firm specific variables (iii); and behavioural finance variables. The relationship between momentum profits and these variables can be represented using the following econometric model: (1) Where is a measure of the momentum profit of country i at in year t; is a vector of firm specific variables; is a vector of the past cumulative raw returns; and are the sensitivities of the momentum profits to changes in firm-specific variables and past cumulative returns respectively. The magnitude of the effect of these variables will be determined by testing the significance of the parameters at the 5% level of significance. In order to study business cycle variables, a model was developed by Chordia and Shivakumar (2002) and later extended by Antoniou et al. (2007). The model is an econometric model which establishes the relationship between momentum profits and business cycle variables. The model can be stated as follows: Where is the return (inclusive of dividends) of firm i in month t, BC is a vector of j (j=1-6) macroeconomic variables representing business cycle variables (DY, Rf, TERM, DEF, FX, and GDP), and is the error term of stock i in month t. DY is the dividend yield; Rf is the risk-free interest rate; DEF is the premium for default risk premium which is estimated as the difference between the yield on long-term corporate bonds and the yield on long-term government bonds; The term spread (TERM) is the difference between the yield on long-term government securities minus the yield on short-term government securities; FX is the foreign exchange rate; and GDP is the change in GDP (Antoniou et al., 2007). As earlier mentioned, stock returns depend on two factors: market factors and firm-specific factors. There is a trade-off relationship between the manner in which each group of factors affect stock returns. That is the higher the impact of firm-specific factors, the lower will be the impact of market factors and vice versa (Antoniou et al., 2007). To estimate equation (1) equations 3 has to be estimated and its parameters used as inputs to equation (2). After estimating equation (2) its parameters can then be used as inputs to equation (1). In this study, both time-series and cross-sectional regressions are used. Cross-sectional regressions are preferred over time series regressions because they help to avoid data-snooping biases which tend to occur in time-series regressions. In the time-series regressions, individual stocks are used which help to reduce the degree of loss of information that tends to occur when portfolios are used. Using first-pass time series regression, which allows the parameters to also fluctuate with firm-specific variables. The firm-specific factors include firm size and book-to-market ratio. The first-pass time-series regression can be stated as follows; is the return on firm i at time t, BC is a the vector of business cycle risk variables identified earlier, FF (Fama and French factors) are the firm-specific variables. Once equation (3) has been estimated, the parameters will be used as inputs to the second pass regression equation (4) below: Where is the output of equation (3). It is the unexplained variation from equation (3). These include the intercept coefficient and the residual term (+) of the regression equation (3); is a vector of firm characteristics, which include firm size and book-to-market ratio for security i at time t. represent the three sets of past cumulative raw returns (for m=1-3) over the second through third (RET 2-3), fourth through sixth (RET 4-6) and seventh through twelfth (RET 7-12) months prior to the current month t. (Antoniou et al. 2007). 6. Data Stock price data for stocks in the BRIC countries will be retrieved from the Thomson Financial Datastream Database. Data on dividend yields will also be retrieved from this database. The database also reports data on exchange rates. GDP, interest rate and exchange rate data will be retrieved from the IMF International Financial Statistics (IFS) database. Stock price data will be used to calculate the monthly return for each stock over the 60 monthly holding periods from January 2007 to December 2011. The returns will be used as inputs to the first-pass regression. References Griffin, John M., Martin, J. Spencer and Ji, Susan, â€Å"Momentum Investing and Business Cycle Risk: Evidence from Pole to Pole† (March 18, 2002). AFA 2003 Washington, DC Meetings; EFA 2002 Berlin Meetings Presented Paper. Available at SSRN: http://ssrn.com/abstract=291225 or DOI: 10.2139/ssrn.291225 Antoniou A., Lam H. Y.T., Paudyal K. (2007). Profitability of momentum strategies in international markets: The role of business cycle variables and behavioural biases. Journal of Banking & Finance volume 31, issue 3, pp. 955-972. Liew, Jimmy K.yung Soo and Vassalou, Maria, (1999). â€Å"Can Book-to-Market, Size, and Momentum Be Risk Factors That Predict Economic Growth?† Available at SSRN: http://ssrn.com/abstract=159293 or DOI: 10.2139/ssrn.159293 Rouwenhorst, K.G. (1998). International momentum strategies, Journal of Finance 53, pp. 267–284. Wu, X. (2002). A conditional multifactor analysis of return momentum, Journal of Banking and Finance 26 (2002), pp. 1675–1696 Jegadeesh N., Titman S. (1998). Returns to buying winners and selling losers: Implications for market efficiency, Journal of Finance 48, pp. 65–91. Barberis N., Shleifer A., Vishny R.W.(1998). A model of investor sentiment, Journal of Financial Economics 49, pp. 307–343. Fama E.F., French K.R. (1996). Multifactor explanations of asset pricing anomalies, Journal of Finance 51 (1996), pp. 55–84. Hong H., Stein J.C. (1999). A Unified Theory of Undereaction, Momentum Trading, and Overreaction in Asset Markets. Journal of Finance. Vol. 6, pp 2143-2184 Chelley-Steeley, Patricia and Siganos, Antonios, (2004). â€Å"Momentum Profits in Alternative Stock Market Structures†. Available at SSRN: http://ssrn.com/abstract=624583

Paraphrase Sample

Unit II Assessment Question 2 Ramesh Punna Columbia Southern University Original Passage Large-Scale Complex IT Systems (Ian Sommerville, Dave Cliff, Radu Calinescu,Justin Keen, Tim Kelly , Marta Kwiatkowska,John McDermid, and Richard Paige): Complexity stems from the number and type of relationships between the system’s components and between the system and its environment. If a relatively small number of relationships exist between system components and they change relatively slowly over time, then engineers can develop deterministic models of the system and make predictions concerning its properties.However, when the elements in a system involve many dynamic relationships, complexity is inevitable. Complex systems are nondeterministic, and system characteristics cannot be predicted by analyzing the systems constituents. Such characteristics emerge when the whole system is put to use and changes over time, depending how it is used and on the state of its external environment . Dynamic relationships include those between system elements and the system’s environment that change.For example, a trust relationship is a dynamic relationship; initially, component A might not trust component B, so, following some interchange, A checks that B has performed as expected. Over time, these checks may be reduced in scope as A’s trust in B increases. However, some failure in B may profoundly influence that trust, and, after the failure, even more stringent checks might be introduced. Complexity stemming from the dynamic relationships between elements in a system depends on the existence and nature of these relationships.Engineers cannot analyze this inherent complexity during system development, as it depends on the systems dynamic operating environment. Coalitions of systems in which elements are large software systems are always inherently complex. The relationships between the elements of the coalition change because they are not independent of how th e systems are used or of the nature of their operating environments. Consequently, the nonfunctional (often even the functional) behavior of coalitions of systems is emergent and impossible to predict completely.Paraphrase for above passage: Minimizing the relationships among the entities in large scale system reduces the complexity. Complex systems are not very scalable and would be huge effort when we need to do any changes over time. Relationships should be changing depending on their performances over the life cycle of application to be more robust and granular. Dependency between the software systems must be identified in design phase to make a large scale system and failure to do this process would result in unstable and fragile software system.

Buyers Behaviour Virgin Atlantic

Applied Buyer Behavior in Global Context Module Code: MGT 5A1 Applied Buyer Behavior in Global Context Module Code: MGT 5A1 Analysis of Virgin Atlantic Commercial 2010. Available link at: http://youtu. be/lGyp1I39eho Module tutor: Jenny Bratherton Word Count: 2606 Analysis of Virgin Atlantic Commercial 2010. Available link at: http://youtu. be/lGyp1I39eho Module tutor: Jenny Bratherton Word Count: 2606 By Maria Timchenko By Maria Timchenko Table of Contents: 1.Introduction†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. page 3 2. Target Market†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â ‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. page 3 3. Service offered†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦page 4 4. Seasonality†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ †¦Ã¢â‚¬ ¦. page 4 5. Positioning of the commercial†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚ ¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. †¦page 5 6. Reason for the commercial†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. page 5 7. Perception†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. †¦.. †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦page 5 8.Persuasive analysis†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ †¦page 7 9. Buying process†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. page 10 10. Involvment levels and risk perception†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦page 10 11. Conclusion†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦page 11 12. References†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚ ¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. page 12 1) Introduction. This essay will analyze the advertising campaign of Virgin Atlantic 2010. Richard Branson founded Virgin Atlantic in the early 1980s.Originally it was called British Atlantic Airways, later changed to Virgin Atlantic Airways. The first flight was from Gatwick to Netwark on the 22nd of June 1984 (Virgin Atlantic, 2012). The company launched a ? 6 m advertising campaign in 2010, which was James Bond themed (Guardian, 2010). The new advertisement helped the company recover from the recession. Now I will examine how exactly it was achieved and what methods were used to obtain the best performance of the advertisement. 2) Target Market.Market segmentation is a way of separating the consumers into different sections by their shared needs and personalities (Le on. G, 2010, p. 28). The needs and values depend from person to person according to his culture (Leon. G, 2010, p. 366). The VALS (values and lifestyles) segmentation system clearly shows the type of audience this commercial is aiming at (Leon. G, pp. 84). This system divides consumers into eight distinctive subcategories, which consist of: thinkers, achievers, experiencers, believers, strivers and makers.The subcategories this advertisement will appeal to are: innovators because they are receptive to new technologies and who can experience the innovated technologies at a Virgin Atlantic flight; achievers because they are goal oriented consumers who like to display success to their piers, which they can display by flying Virgin Atlantic as it is high class airlines; experiencers because they like to spend their income on fashion, socializing and entertainment which Virgin Atlantic offers through great service, food, entertainment and their flights are considered as ‘trendyâ₠¬â„¢.The social comparison theory states that the consumer with higher purchase ability tends to have a higher status; this is a proof why achievers like to spend on luxurious products and services (Leon. G, 2010, p. 338). This commercial appeals to all the five effective target-marketing segments (Leon. G, 2010, p. 73). It is identifiable as it clearly distinguishes the shared needs, age and gender of the consumer. The consumer is a businessman or career orientated workingwoman who prefers high-class service. The age would appeal to Generation Y that is born from 1980 and on wards (Leon.G, 2010, p. 410). The Generation Y spends 150 billion annually and is into innovation and luxury while Generation X is considered as ‘sophisticated’ group. Virgin Atlantic Airways allows children ages 5 and above to travel or should be accompanied by an adult (16+). Pets are accepted if they accompany a disabled person (Virgin Atlantic, 2012). 3) Service offered. The marketing mix shows what kind of service/product is offered by dividing the elements to: product, price, place and promotion (Leon. G, 2010, p. 58).The service being offered is not just a flight from one destination to another; it is an experience at a high-class level of the Virgin Atlantic flight where the costumer will be served at a high class, with security, entertainment and with maximum comfort. It is a high-involvement purchase, which requires considerate thought and cognitive process, as the price is high (Leon. G, 2010, p. 231). The flight can be purchased online or at a flight ticket office. The company offers promotion such as: flying club card, ticket sales and discount codes/vouchers (Virgin Atlantic, 2012).The price and quality relationship the company has is low- price tickets in comparison with their competitors and with a high-class service. 4) Seasonality. The time of placing the advertisement is very important, as there are competing companies to take into consideration. The order effect research has shown that the advertisements presented first (primacy effect) and last (regency effect) has a greater effect on the consumer (Leon. G, 2010, p. 302). The release date was 26 October 2010, which was a great push to recovery from recession. British Airways and American Airlines are the biggest competitors.American Airlines released their commercial in May 2010, which had a primacy effect where as Virgin Atlantic Airlines gained a regency effect. The James Bond 007 Blood Stone video game was released on 5th of November 2010(IMDB, 2010). This shows that the commercial was released 10 days before the release date of the game. This strategy used by Virgin Atlantic is a very clever marketing move, as their advertisement is James Bond themed and during that period of time all sorts of media (TV, newspapers, online, word of mouth and billboards) had James Bond game advertisements.Virgin Airlines got increased attention to their advertisement by publishing their advertise ment at time coinciding with Blood Stone’s release. 5) Positioning the commercial. The advertisement is transmitting through mass media as well as through new (non traditional) media (Leon. G, 2010, pp. 294-296). The commercial is played on TV where it addresses wide range of consumers (i. e. via mass media) and through YouTube where it is addressable and interactive, while response – measurable.It was also played during the flights on the Virgin Atlantic TV channel where it exclusively targets its audience (i. e. via target media). 6) Reason for the commercial. The consumer behavior consists of searching for, purchasing, using, evaluating, disposing of products and services that in their belief will fulfill their wants (Leon. G, 2010, p. 23). The commercial was created in order to persuade and make aware the audience of the fact that the service being offered by the airlines is luxurious, entertaining and high-class, to convince that this kind of service will satisfy there needs. ) Perception. â€Å"Perception is defined as the process by which an individual selects, organizes, and interprets stimuli into a meaningful and coherent picture of the world. †(Leon. G, 2010, p. 175) This advertisement appeals to emotional motives, which are affection, status and pride in this case (Leon. G, 2010, p. 110). The advertisements mood is sexually charged and is putting the buyer into a state of excitement by: James Bond themed music and graphics, illustrations of high-class adventure and good-looking actors in the commercial.Abraham Maslow created the Maslow’s Hierarchy of Needs, which identifies the five basic levels of human needs (Maslow, 1987). The advert is aiming to satisfy all the five needs of the potential consumer. Egoistic needs will be satisfied during the flight on these airlines, as it is illustrated as a prestigious flight. Egoistic needs include the need of good reputation, status and recognition from others, which advert convi nces that the consumer will have, if he/she chooses Virgin Atlantic Airways.Need of Self-Actualization will be satisfies as shown in the advert, by flying on this flight the customer will feel self-actualized by getting high-class service which he/she deserved or earned themselves. Social Needs are to be satisfied by communication with good-looking staff. The Virgin Atlantic cabin crew was voted as the most attractive staff in the whole world by the surveys of travelers (Daily mail, 2011). Richard Branson has always stated that the appearance of the flight crew must be important in order make the customers enjoy a memorable flight.Cabin staff of Virgin Atlantic Airlines are told that: ‘You'll be the face of the airline. As such, your grooming should always be immaculate – even after a long, tiring flight’ (Daily mail, 2011). As flying on an airplane has a small risk of security, the advert is aiming to convince that their flight is safe and is a pleasant experien ce where there is nothing to worry about. Physiological needs will be satisfied by the high-class food and beverage service that would be offered during the flight by good-looking staff.Air and shelter will also be present, as the designed with up to date technology. This commercial is aimed at visual consumers that prefer and take information better through visual images or messages as sources of information (Leon. G, 2010, p. 147). While watching the Virgin Atlantic advertisement repetitively on TV or Online passive learning is occurring and it changes the consumer’s attitude regarding the product (Leon. G, 2010, p. 232). The theme message delivered through this advert is: ‘Your airline's either got it or it hasn't'.There is a message resonance in the wording, which adds a bit of humor to it and will make the viewer remember the commercial (Leon. G, 2010, p. 301). The theme message has comparative advertising technique to it where Virgin makes the viewer compare their airlines to Virgin Atlantic (Leon. G, 2010, p. 303). The sexiness in advertising is present in order to grab the attention of the viewer (Leon. G, 2010, p. 308). The hostesses are wearing short dresses in red color and the man who is passing the security check hasn’t got underwear on. Virgin is trying to show that their flights are ‘sexy’. ) Persuasive analysis. | Chromatic scale is red and black, which is eye catching. The flight attendances are tall, stylish and beautiful. | | Shot of men wearing suits doing a pole dance around the fork with a shrimp. This is demonstrating that the food they are offering is high-class and ‘sexy’. | | Very few cuts in the filmmaking, instead has transitions that are much more flowing and make it much more difficult to look away. This is a shot of a transaction, which is made through a disco ball. | | The transition from the airplane saloon to the red lips. | The shot of the crewmember falling in and disappearing in the carpet after she gives an ice cream to the customer. This could be symbolizing submission as well as it is a large eye catch that keeps the viewers attention. | | Shot of flying destinations. | | Shot of flying destinations. | | Shot of flying destinations and the smooth transaction appearing in the background. | | Shot of the flight crew standing on the wing of the Virgin airplane, which is a really good imagery. On the top there is the headline: â€Å"Your airline’s either got it or it hasn’t†.The headline tries to indicate that the Virgin Airlines truly has all the qualities, which will satisfy your needs, and that other competitors may not. | | This shot demonstrates the high-level service done by a good-looking crewmember in a very fashionable saloon. | | The shot of people going through the body scanners. The men going through the body scan are good-looking businessmen, which represent the targeted consumers. The person in the middle coming through th e scanner hasn’t got underwear, by which he shows that the body scanning isn’t just safe but it is also sexy. | Transaction from the sunglasses of the crewmember into the next scene, which is airplanes and female flight crewmember flying in the air. There is no cutting in the transactions. | | This is the shot of the flight attendances showing the airline safety check in a very stylish and sexy manner. | | A man being tucked in by a beautiful giant woman into a cloud, which is dreamlike, and it suggests that the customers are going to be truly taken care of. | | The shot has focus towards the center of the pilot’s head. Behind his head there is a ray of light, this light looks as an angel like aura.This technique tries to show the security the airlines provide (angel like). The flight team is very good looking and is walking with self-assurance, which adds confidence to the image of the company. The runway lines and the red carpet represents the luxurious servic e. | | Transition from the safety demonstration to the airplane saloon is done without editing cuts, which is very eye-catching. | | The shot of people sitting around of a pool of martini and playing with the olive, which represents entertainment, beverage and luxury the airlines offer to their customers. 9) Buying process. â€Å"The consumer decision making can be viewed as three distinct but interlocking stages: the input stage, the process stage and the output stage†(Leon. G, 2010, p. 36). This advertisement is designed in order to influence the input and process stage in order to make the consumer come to the output stage. This advert influences and increases the consumer’s recognition of the service need. The information is delivered to the consumers through the marketing efforts of the commercial, which will influence not only media but also word of mouth marketing.The Psychoanalytical Theory of Personality created by Sigmund Freud explains the drivers of the out put stage (Leon. G, 2010, pp. 137-139). According to Freud’s theory this commercial will affect superego and id to make the purchase. The superego will be gratified when purchasing this service because he/she will become socially and fashionably acceptable, as Virgin Atlantic flight is ‘trendy’. Id will be gratified if the consumer will make the purchase because the airlines offer the basic requirements such as food, shelter and security. The consumer will make a trial or a repeat purchase when buying this service (Leon.G, 2010, p. 497). The consumer might be new to the company or be a frequent loyal customer. 10) Involvement levels and risk perception. Involvement is a very important factor in how much attention is paid to the message sent to the viewer and how it is understood. There are different ways to measure the involvement of the viewer. There are two ways of involvement, high-risk and low-risk purchases. The higher the risk, the higher the involvement an d research will be. The flight purchase is a low-involvement product and consumers prefer congruent context of the message delivered (Leon.G, 2010, p. 293). The mood of the consumer is very important, if he/she is in a bad mood, the content of the commercial might cause a bad reaction of the viewer. Psychological noise may be distracting the viewer from the commercial and the advertisement has contrast in the imagery in order to keep the viewers attention. 11) Conclusion. The advertisement created by the Virgin Atlantic airlines in my opinion was successful . The James Bond theme imageries and soundtrack had a great impact on the effectiveness of the commercial.Every time the consumer will watch James Bond movie or play a James Bond game, the commercial will subconsciously come to their mind and the other way around. The time it was released was perfect, as they needed a push to get out from the recession. The commercial had a bit too much sex advertisement in it, which may led to w orse effect tan could have achieved and made the competitors (American Airlines) stand out more, as they had a touching TV commercial that gave gratitude to the men in uniform, veterans and their families. Sexual advertising may distract the consumer’s attention from the message content being sent.This technique may have a little influence on the buyers purchasing intentions and a risk of spoiling the image of the company. This advert is targeting businessman, but there is the family audience with children and generation X, which they are risking of loosing. The commercial is based mostly on emotions and only in one short scene the viewer can see the seats with the monitors. The saloons, seats and the exact food of Virgin Atlantic Airlines are not shown, but they are very important to be shown, as the consumer wants to see the comfort he/she will have during the flight.The fact that the advertisement shows a man being tucked into a cloud and not airplane seat could make an im pression that the airlines are hiding something and their seats are not good enough to be shown in the advertisement. This advertisement could have been improved by focusing the viewer’s attention much more on the design of the saloon, comfortable seats and delicious food. Nonetheless, overall this was a very well executed and effective advertisement with successfully reached hearts and minds of customer 12) References. 1. Leon G. Schiffman, Leslie L.Kanuk and Joseph Wisenblit, 2010, Consumer Behavior. 10th ed. Pearson Press. 2. Virgin Atlantic Airlines (2012) History [Online] Available full link at: http://www. virgin-atlantic. com/en/gb/allaboutus/ourstory/history. jsp [Accessed 30 November 2012] 3. Mark Sweney (2010) Virgin Atlantic takes off with ? 6m James Bond-style ad push. The Guardian Online, [Online] Available full link at: http://www. guardian. co. uk/media/2010/oct/01/virgin-atlantic-ad-muse-feeling-good [Accessed 25 November 2012] 4. Virgin Atlantic Airlines (201 2) Travel information [Online] Available full link at: http://www. irgin-atlantic. com/gb/en/travel-information. html [Accessed 27 November 2012] 5. IMDB (2010) James Bond 007: Blood Stone [Online] Available full link at: http://www. imdb. com/title/tt1692489/? ref_=fn_al_tt_1 [Accessed 2 December 2012] 6. American Airlines, 2010. American Airlines Commercial ‘Putting them first’ [Video online] Available full link at: http://www. youtube. com/watch? v=x6iAMiJUu5g [Accessed 27 November 2012] 7. Maslow, A. H. , 1987. Motivation and Personality. Third edition. New York: Harper & Row, Publishers, Inc.