Slavery in the chocolate industry

Bondage in the Chocolate Industry Chocolate is a result of the cacao bean which develops principally in the tropical atmospheres of West Africa and Latin America. The cacao bean is all the more normally alluded to as cocoa, so that is the term we will use all through. Two West African nations, Ghana and the Ivory Coast, gracefully 75% of the world's cocoa showcase. [l] The cocoa they develop and gather is offered to an assortment of chocolate organizations, including probably the biggest on the planet. As of late, a bunch of associations and Journalists have uncovered the far reaching utilization of youngster work, and at times servitude, on West African cocoaSince that time, the business has gotten progressively clandestine, making it hard for correspondents to not just access ranches where human rights infringement despite everything happen, except to then scatter this data to general society. For instance, in 2004 a writer was grabbed and stays missing today. [4] More as of late, three writers from a day by day paper were kept by government experts in the Ivory Coast in the wake of distributing an article about government debasement identified with the cocoa business. 5] The homesteads of West Africa gracefully cocoa to worldwide goliaths such s Hersheys, Mars and Nestlâ © †uncovering the industrys direct association with youngster work, human dealing and servitude. chocolate contentl The Worst Forms of Child Labor In West Africa, cocoa is a ware crop developed essentially for send out. As the chocolate business has become throughout the years, so has the interest for modest cocoa. Today, cocoa ranchers scarcely get by selling the beans and regularly resort to the utilization of youngster work so as to keep their costs competitive.The offspring of West Africa are encircled by serious destitution and most start working at a youthful age to help bolster their family. A few youngsters end up on the cocoa ranches since they need work and they are told the compensation is acceptable. Other youngsters are â€Å"sold† by their own family members to dealers or to the ranch proprietors, and it has likewise been recorded that dealers regularly kidnap the little fellows from little towns in neighboring African nations, for example, Burkina Faso and Mali. [3] Once they have been taken to the cocoa cultivates, the youngsters may not see their families for a considerable length of time, if ever.When a kid is conveyed to the homestead by a relative, that relative gathers a total of cash either forthcoming or toward the finish of a concurred span of work. Tragically, the family members don't understand that the youngsters will be presented to a perilous workplace and denied of instruction. The greater part of the youngsters are between the ages of 12-16, however kids as youthful as 7 have wind up chipping away at the cocoa cultivates through adulthood. A youngster's workday starts at dawn and finishes at night. The kids climb the cocoa tr ees and cut the bean units utilizing a machete.These huge, substantial, hazardous blades are the standard apparatuses for kids on the cocoa ranches. When the bean units have been cut from the trees, the youngsters pack the cases into huge sacks and help or cloth them through the woodland. â€Å"Some of the sacks were taller than me. It took two individuals to put the sack on my head. Also, when you didn't rush, you were beaten. â€Å"[2] †Aly Diabate, previous cocoa slave. Holding a solitary enormous unit in one hand, the youngsters hit the case with the cleaver and pry it open with the tip of the cutting edge, uncovering the cocoa beans. Each strike of the cleaver can possibly seriously cut a kid's fingers or hand.Virtually every kid has scars on the hands, arms, legs or shoulders from mishaps with the blade. Notwithstanding the dangers of utilizing a blade, youngsters are additionally ordinarily presented to gricultural synthetic concoctions on the West African cocoa ranche s. [3] Tropical districts, for example, the Ivory Coast reliably need to manage productive bug populaces and decide to shower the units with a lot of mechanical farming synthetic substances. Without defensive hardware, kids as youthful as 12 shower the units with dangerous synthetic concoctions. [6] The ranch proprietors regularly furnish the kids with the most reasonable food accessible, for example, corn glue and bananas. 2] now and again, the youngsters rest on wooden boards in little austere structures with no entrance to clean water or sterile athrooms. [2] Again, they may live in these conditions for a considerable length of time or even years. The greater part of the youngsters can't go to class while they are working, which is an infringement of the International Labor Organization (ILO) kid work norms. Denying these offspring of instruction has some present moment and long haul impacts on their lives. The offspring of the cocoa ranches have little any expectation of ever br eaking the pattern of poverty.Slavery lately, cases have been reported in which kids and grown-ups on cocoa ranches were held without wanting to and compelled to work. 2] While the term â€Å"slavery' has an assortment of verifiable settings, servitude in the cocoa business includes a similar center human rights infringement as different types of subjection all through the world. chocolate_content3Cases regularly include demonstrations of physical savagery, for example, being whipped for working gradually or attempting to get away. [2] There have additionally been cases reported where youngsters and grown-ups were secured around evening time to keep them from of my life.I had seen other people who attempted to get away. At the point when they attempted they were seriously beaten. â€Å"[2] Drissa, an as of late liberated cocoa slave who had never at any point tasted chocolate, xperienced comparative conditions and when asked what he would tell the individuals who eat chocolate pro duced using slave work, he answered that the individuals appreciated something that he endured to make, including: â€Å"When individuals eat chocolate they are eating my tissue. â€Å"†[8] Is without slave Chocolate Possible? Until now, generally little advancement has been made in diminishing and dispensing with youngster work and subjugation in the cocoa business of West Africa.The administrations of Ghana and the Ivory Coast do not have the assets expected to appropriately examine and arraign managers who abuse universal work laws. At any rate, they have consented to ork to dispose of what the ILO calls â€Å"the most exceedingly awful types of youngster work. † These are characterized as practices â€Å"likely to hurt the wellbeing, security or ethics of children† and incorporate the utilization of â€Å"hazardous tools† and any work that â€Å"interferes with Currently, most by far of youngsters on West African cocoa ranches suffer â€Å"the most exceedingly awful types of kid labor† each day.Despite their job in adding to kid work, subjection, and human dealing, the chocolate business has not found a way to cure the issue. A progression of collusions and oversight sheets may make great advertising, yet cloud the reality cap the business has the ability to end the utilization of kid work and slave work by paying cocoa ranchers a living pay for their item. The chocolate business is likewise being called upon to create and monetarily bolster projects to protect and restore youngsters who have been offered to cocoa farms.To date, the business has not focused on growing such a program. [9] chocolate_content2Are the Labels on Chocolate Meaningful? Beside enormous scope creation in West Africa, a lot of cocoa is likewise developed in Latin America. This is the place most of natural cocoa begins. 10] At this time, youngster work as well as slave work have not been archived on these cocoa ranches. While it stays conceivable t hat some Latin American ranches may utilize these practices, it is impossible and unquestionably not across the board similar to the case in West Africa.The truth is that purchasers today have no definite method of knowing whether the chocolate they are purchasing included the utilization of youngster work or slave work. There are various names on chocolate bars today, for example, Fair Trade Certified, in any case, no single name can ensure that the chocolate was utilized exploitive work. In 010, the originators of the Fair Trade Certification process needed to suspend a few of their West African providers because of proof that they were utilizing youngster work. 3] address the main drivers of â€Å"the most exceedingly awful types of kid labor† and servitude in West Africa. Be that as it may, the accomplishment of these endeavors will rely incredibly upon the veritable help or deficiency in that department from the chocolate business over the coming years. Proposals It is i mperative to offer manners by which individuals can settle on choices to put forth a valiant effort to not add to shameful acts and savageries associated with the food business. This issue is an ery troublesome one to completely access as the most genuine maltreatment are occurring over the world.However, that doesn't mean our duty is decreased since chocolate is in fact an extravagance (however some may feel in an unexpected way) and not a need like leafy foods. Contemplating the entirety of this and taking a gander at the exploration that is accessible, as of now F. E. P. suggests that individuals don't accepting any chocolate sourced from territories in West African where kid servitude is the most inescapable. Questions : What are the fundamental, corporate and individual moral issues raised by this case? In your view, is the sort of kid subjugation talked about for this situation totally wrong nomatter what, or is it just moderately off-base, I. e. , on the off chance that one h appens to live in a general public (likeours) that objects to subjection? 3. Who partakes in the ethical obligation regarding the bondage happening in the chocolateindustry: African ranchers? African governments? American chocolate organizations likeHershey, Mars, Nestle and Kraft nourishments? Wholesalers like Archer Daniels Midland Co. ,Barry Callebaut, and Cargill Inc? Shoppers like you and I who think about thesituation yet keep on buying corrupted chocolate?

Growing Up Free Essays

I'm not catching it's meaning to grow up? Does it mean washing your vehicle, taking care of your tabs, finding a new line of work? Does it mean getting hitched, having children, and growing silver hair? Is it vital? Is everybody equipped for it? Is it going to be hard and will it merit the exertion? These inquiries are likely what made Peter Pan choose to never leave Neverland. Growing up implies a variety of things to a wide range of individuals. In the event that we take a gander at the words â€Å"growing up†, we basically think about the physical part of maturing, developing tall and wide. We will compose a custom paper test on Growing Up or on the other hand any comparable theme just for you Request Now In any case, for a great many people, growing up implies something more profound including an adjustment in the methodology that an individual needs to life and the moves that are made with it. In this exposition, we will see why individuals experience issues growing up, why it does or doesn't make a difference that they do, and what growing up really involves. In M. Scott Peck’s book The Road Less Traveled, he recommended four standards of order that lead to development and development in an individual. These four pathways are the deferral of satisfaction, acknowledgment of obligation, devotion to truth, and adjusting. Despite the fact that he asserts that the vast majority have figured out how to utilize these four instruments by the age of ten, I don't accept that everybody figures out how to grow up by the age of ten. In all actuality, I can see a degree of understanding that kids this age have for â€Å"growing up† and being full grown, however they decide not to. I think all together for individuals to put these gadgets to utilize, they should pick up understanding. With experience comes disappointment and achievement. This is the way we learn. So as to act like an adult, it’s essential for us to figure out how to settle on the correct choices by experimentation. It is almost difficult to be educated to live a specific way and never stray from it as a youngster. Kids have higher inclinations to yield to their wants immediately on the grounds that they have not educated of genuine outcomes. With life encounters, that information is imparted in every one of us. Alongside experience as a rule comes a feeling of ethics. Profound quality is found out in predicament, or it is educated. Yet, commonly, people need to really figure out how to make the best choice. They can’t simply be told. Mix-ups are made and we are considered responsible. Such missteps could incorporate basic things when we are youthful like hitting your more youthful kin, or they could be as grown-ups like not taking care of your tabs. Once in a while, we need to commit the error so as to have the option to address it. We take a gander at the error we made, for instance, undermining a test. We are satisfied with the score. Be that as it may, we see that we didn't get the evaluation that was merited. Different understudies all put in extended periods of time of contemplating and thusly earned their passing marks. When something like this happens a juvenile individual would not have a favorable opinion of it and proceed onward, yet an individual who has developed profoundly into an individual with ethics won't feel good with this outcome, and presumably not do it once more. That is one type of growing up. It is imperative to feel duty regarding the moves that have been made. The following stage is responding in a beneficial manner to that duty. So as to accept accountability, we must have a feeling of good and bad which is just normally learned by living. At the point when obligation is acknowledged, we have started to see reality and truth of our circumstance, as Peck depicts. Devotion to truth is vigorously associated with the idea of tolerating obligation on the grounds that for individuals to see fault in themselves, they must have an away from of reality that shows the need of an answer from them. The eyes must be opened to reality of an issue to accept genuine accountability. Assuming liability since it has been requested from us isn't helpful except if we can kick back and take a gander at the situation and truly observe where activity from ourselves is essential. On the off chance that this isn’t acknowledged, at that point the growing up some portion of duty isn't being initiated. A few people never figure out how to assume liability since they aren’t ready to hold fault for anything. These individuals have not grown up. They may have learned ethics, however their encounters have not shown them outcomes genuine enough for them to change into grown-ups. Individuals with cash regularly pull off this since they don't confront the normal battle a great many people face which is giving themselves necessities to endure. Rich individuals are some of the time simply given things without gaining them, which brings about them never assuming liability for themselves. The retention of satisfaction is an unpleasant subject. For what reason would any human need to dismiss themselves of delight to complete work? As insane as it sounds, it does in actuality bode well. Postponing satisfaction so as to finish fundamental assignments is a significant piece of turning into a develop grown-up. Waiting for the great until the terrible is done is instructed to us from adolescence. We are advised to eat our vegetables before dessert, and to get our work done before we can play outside. There are reasons that I will make reference to that may clarify why numerous youngsters don't concur with this piece of growing up. I understood this when I was talking about the issue with my mom. She made an understood point that she concurred with Peck’s deferring satisfaction. In her age, you buckled down, attended a university, and found a new line of work. Your difficult work paid off unavoidably, no exemptions. The individuals she knew who didn’t buckle down, who just stuck around and burned through their time playing at bars or different trivial exercises, didn't get far and those are the individuals who are squeezed for tough situations now. This is the place one age misses the following. In my life, I have not grown up observing steadiness later on. Neither have my companions. We see many individuals who try sincerely and thus are being laid off of work. We see individuals who make progress toward their objectives, however don't come out with bliss or the things they planned. This doubt later on makes numerous individuals be befuddled. They inquire as to why I would spend the greatest long stretches of my life doing things I don’t appreciate to have nothing consequently. Thus, numerous individuals my age and even ages in all cases are arriving at the resolution to satisfy themselves while they can and trust in the best later on in light of the fact that it looks questionable in any case. I identify with the experience of feeling negative about what's to come. My folks were separated and my dad passed on when I was youthful. That makes an extraordinary and troublesome effect on the exertion it requires some investment ahead. The separation rate in the nation could largy affect this inclination in individuals my age. In any case, the â€Å"mature† grown-up is consistently around the bend ensuring the youngsters will make the best choice. So the vulnerability of the tomorrow makes many individuals question whether to place in the difficult work now in light of the fact that the open door for delight may not be there a while later. In spite of the fact that Peck makes reference to this point in his book, he doesn't talk about why this is an invalid contention. This persuades postponing delight is an adaptable instrument of control. It might function admirably for certain individuals and it may not function admirably for other people. With experience comes information and it’s difficult to withdraw what’s been educated. I accept that it’s a direction for living. A few people decided to live on the edge and go everyday on the grounds that their judgment has advised them to live that way and it’s been really helpful to them. In others, buckling down has paid off to astonishing delight in their lives and given them a lot to be grateful for. I ponder being glad and assuming liability for the way that you make your joy. Growing up truly requires a great deal of exertion in spite of the fact that it is a characteristic procedure. In the event that the guardians don't give indications of development, at that point the kid won't except if he takes in it from his friends. That in itself is an uncommon case however. Growing up and turning into a develop grown-up is a piece of life that must be experienced and learned so as to appreciate all parts of life. On the off chance that an individual doesn't experience the unforgiving universe of work and obligation, at that point they may never know the genuine worth of satisfaction and rapture and opportunity. In the master plan of the world and the universe, on the off chance that we don't grow up and turn out to be persevering grown-ups, it may not make any difference. The solid will endure unavoidably and the juvenile and frail won't. Individuals may pull off not adhering to Peck’s rules of order for the duration of their lives and they might be cheerful, however they won't know the importance of a hard day’s work which is perhaps the best sentiment of achievement a human can have. Step by step instructions to refer to Growing Up, Papers Growing Up Free Essays Training is an essential lifestyle. A way to gain some new useful knowledge, the aim is to intellectually, truly, and genuinely advantage the individual by placing them in a superior spot than they were beforehand in previously. This is a case of what my father said â€Å"If could, in the event that I had the ability to change something. We will compose a custom paper test on Growing Up or on the other hand any comparable subject just for you Request Now It would be training, the crucial base in everyone’s life. † Education is something that drives us to arrive at our objectives and to be fruitful throughout everyday life. So essential, we need instruction to be fruitful. Training incorporates virtues, and considerably more. Be that as it may, these days the significance of training is misconstrued by individuals. Without instruction nothing is Achieve. Training is significant in each human life. A few people are not to be instructed however they serious is too arrived at their objectives, in my view training implies which lead us to our predetermination. On the off chance that you consider Education, it gives us a fundamental information about our environmental factors. It is the initial step that causes start our excursion to rea

How to Fit Meditation Into Your Day

How to Fit Meditation Into Your Day Meditation Print How to Fit Meditation Into Your Day By Mark Stibich, PhD  Mark Stibich, PhD, FIDSA, is a behavior change expert with experience helping individuals make lasting lifestyle improvements. Learn about our editorial policy Mark Stibich, PhD Updated on February 04, 2020 Leon Harris / Cultura / Getty Images More in Self-Improvement Meditation Happiness Stress Management Spirituality Holistic Health Inspiration Brain Health Technology Relationships View All Sometimes the biggest challenge in learning a new skill or practice like meditation is learning how to fit it into your routine. Most everyone has those days when it is a feat to even have showered, let alone setting time aside to sit quietly and meditate. Here you will learn how to fit your meditation practice into your busy dayâ€"perhaps when you need it the most. Give the skills outlined below a try for one week. Consider it a one-week experiment in learning how to take what youve learned into the real world. Make a commitment to follow these simple steps every day of the week. What You’ll Do A good meditation practice does not end when the timer goes off. Too often, once a meditation session stops, it may only take moments before you get caught up in the stresses and routines of the day and many of the benefits of having had meditated are erased. Meditation should not be seen as a temporary break, but rather a transformative process that enriches your life and the lives around you. This week, we’ll work on bringing meditation “off the cushion” and into the rest of your life. How It Works By adding brief “reminder” or mini practices into your day, you can maintain some of the benefits of meditation all day long. By using a few simple techniques to achieve a brief meditative state, you’ll be able to work your meditation practice into your daily activities to achieve lasting calm and focus. Get Motivated for Week 4 With these  practices, you’ll be able to evoke a meditative stateâ€"however briefâ€"whenever you need some calm or creativity in your life. Doing meditations in a variety of environments will help you stay focused and in control of your mind. You won’t be as influenced by impulsive emotions and will be able to focus more on what you would like to do. The Steps to Meditate Every Day Below are six techniques for working meditation and the mindfulness that comes with it into your daily life. Try at least one of these each day this week to find what works best for you: Chore Meditation: Any repetitive chore can be turned into a meditation simply by adding a focusing element. You can count your breaths while cleaning counters, folding laundry, or washing windows, for example. Any chore that is automatic in nature and does not require decision-making while you are doing it works well. Take a moment for mindfulness.Walking Meditation: While taking a walk, link your breathing with your steps. A traditional walking meditation practice (made popular by Vietnamese monk Thich Nhat Hanh) is to take a step with each breath. This slow walking meditation practice can be very powerful. If you don’t have the time or place for slow walking, then just take a breath with every two or three steps while walking down the hall, across a parking lot, or in a store.Exercise Meditation: Turn exercise into meditation by focusing your mental energy on your body. Picture the push and pull of your muscles. Feel how your body gracefully adjusts to your movements. Be amazed a t your balance. Even better, try out an exercise program that is rooted in breath and mindfulness like tai chi or yoga.  Two Breaths: Taking two simple, mindful breaths can engage your meditative state at any point in the day. Take two breaths before making a phone call, answering an e-mail, or starting your car. This is a great way to bring meditation into your day dozens of times, particularly in the midst of a busy or stressful day when you need it the most.Sound Cue: Choose a particular sound, and take two breaths every time you hear it. Traditionally, monks would do this when they heard the wind chimes and bells of the temple. Choose a sound that occurs frequently in your setting. You could take a five-second pause in your thinking whenever you hear someone else’s cell phone, for example.Transitions: Transitions are times when you move from one setting to another. Coming home from work, for example, is a transition from your professional self to your private self. Going into some meetings, you may transition into a different personal style in order to get something done. Lunchtime may be a transition for you as well. Traditionally, monks would pause every time they crossed a threshold and transitioned from one room to another. Pick a few transitions in your daily life (like getting into your car, walking into your workplace, and opening your front door), and take a five-second meditative pause before entering the new setting. Perhaps you will even make opening a certain computer program or checking your e-mail a transition. Your Meditation Commitment This Week: This week I will try at least one of these brief meditation practices every day. Tips   Don’t be tempted to substitute these practices for your daily meditation. You must maintain your daily habit of sitting and focusing. That habit will allow you to use these practices effectively. You develop your “meditation muscles” by sitting and focusing. These new applications are about using that new strength in your daily life for an extra boost.In the beginning, try to pick practices that you can do when you are alone. It is difficult to take two mindful breaths while talking to someone, or even when you are in a situation where other people can watch you. Your car is a great place for a bit of privacy. While you are working on your computer or doing laundry are also good times for these meditation moments.Look at an anatomy book and marvel at the human body. As you go through your day, you can do an “exercise meditation” that focuses on whatever your body is doing. You could simply be walking, typing, or going up the stairs. Picture how the muscles and nerves work. Be awed by your own body. Ready for More? If you want to do more, try developing a mindfulness practice. In mindfulness, the idea is to be aware of whatever you are doing. The opposite of mindfulness is an automatic action. Pick something you do often during the day, like opening a door. Can you be aware of yourself opening the door each time? Are you really present as you open the door? Are you aware of your hand on the door, the door opening, your body crossing through and the door closing behind you? Or is it an automatic process without awareness? Develop your mindfulness skills by picking something that you do often and trying to be aware of yourself doing it each time. It is a lot harder than it sounds, and it takes practice.

Margaret Atwood s The Handmaid s Tale Essay - 1741 Words

Language is a communication system. It is one of the most unavoidable, as well as underestimated, elements of everyday life and it is questionably the most powerful medium by which humans interconnect with one another. Margaret Atwood’s The Handmaid’s Tale demonstrates how language is able to facilitate power and in turn, dominate a society. In this novel Atwood creates Gilead, an imaginary futuristic society where women are completely stripped of their freedom. Although this type of society utilizes guards and spies to reinforce the regulations, the primary power relies in the government’s control of language. In the Republic of Gilead, Atwood uses an official vocabulary that is much different than the one we use today. This language is specifically designed to serve the needs of the society’s elite and it manages to overlook and distort reality. Not only does Atwood use a warped language, but she also color codes different groups because color is just as much of a language than anything that is said out loud. With the use of this coded language, Gilead creates a system of titles. Throughout this novel, Atwood assigns each group of characters with terms such as Handmaids, Commander, Aunts, Unwomen, as well as color-coding certain groups, and by doing so, she manages to exemplify the power of language and how it shapes and controls a society. The term â€Å"Handmaiden† (or Handmaid) is roughly defined as a personal maid or female servant, particularly to women of a higher rankShow MoreRelatedThe Handmaid s Tale By Margaret Atwood1357 Words   |  6 PagesOxford definition: â€Å"the advocacy of women s rights on the ground of the equality of the sexes† (Oxford dictionary). In the novel The Handmaid’s Tale, Margaret Atwood explores feminism through the themes of women’s bodies as political tools, the dynamics of rape culture and the society of complacency. Margaret Atwood was born in 1939, at the beginning of WWII, growing up in a time of fear. In the autumn of 1984, when she began writing The Handmaid’s Tale, she was living in West Berlin. The BerlinRead MoreThe Handmaid s Tale By Margaret Atwood1249 Words   |  5 PagesDystopian Research Essay: The Handmaid’s Tale by Margaret Atwood In the words of Erika Gottlieb With control of the past comes domination of the future. A dystopia reflects and discusses major tendencies in contemporary society. The Handmaid s Tale is a dystopian novel written by Margaret Atwood in 1985. The novel follows its protagonist Offred as she lives in a society focused on physical and spiritual oppression of the female identity. Within The Handmaid s Tale it is evident that through the explorationRead MoreThe Handmaid s Tale By Margaret Atwood1060 Words   |  5 Pagesideologies that select groups of people are to be subjugated. The Handmaid’s Tale by Margaret Atwood plays on this idea dramatically: the novel describes the oppression of women in a totalitarian theocracy. Stripped of rights, fertile women become sex objects for the politically elite. These women, called the Handmaids, are forced to cover themselves and exist for the sole purpose of providing children. The Handmaid’s Tale highlights the issue of sexism while also providing a cruel insight into theRead MoreThe Handmaid s Tale By Margaret Atwood1659 Words   |  7 Pagesbook The Handmaid s Tale by Margaret Atwood, the foremost theme is identity, due to the fact that the city where the entire novel takes place in, the city known as the Republic of Gilead, often shortened to Gilead, strips fertile women of their identities. Gilead is a society that demands the women who are able to have offspring be stripped of all the identity and rights. By demeaning these women, they no longer view themselves as an individual, but rather as a group- the group of Handmaids. It isRead MoreThe Handmaid s Tale By Margaret Atwood1237 Words   |  5 Pages The display of a dystopian society is distinctively shown in The Handmaid’s Tale, by Margaret Atwood. Featuring the Republic of Gilead, women are categorized by their differing statuses and readers get an insight into this twisted society through the lenses of the narrator; Offred. Categorized as a handmaid, Offred’s sole purpose in living is to simply and continuously play the role of a child-bearing vessel. That being the case, there is a persistent notion that is relatively brought up by thoseRead MoreThe Handmaid s Tale By Margaret Atwood1548 Words   |  7 PagesIn Margaret Atwood’s The Handmaid’s Tale, The theme of gender, sexuality, and desire reigns throughout the novel as it follows the life of Offred and other characters. Attwood begins the novel with Offred, a first person narrator who feels as if she is misplaced when she is describing her sleeping scenery at the decaying school gymnasium. The narrator, Offred, explains how for her job she is assigned to a married Commander’s house where she is obligated to have sex with him on a daily basis, so thatRead MoreThe Handmaid s Tale, By Margaret Atwood1629 Words   |  7 Pages Atwood s novel, The Handmaid s Tale depicts a not too futuristic society of Gilead, a society that overthrows the U.S. Government and institutes a totalitarian regime that seems to persecute women specifically. Told from the main character s point of view, Offred, explains the Gilead regime and its patriarchal views on some women, known as the handmaids, to a purely procreational function. The story is set the present tense in Gilead but frequently shifts to flashbacks in her time at the RedRead MoreThe Handmaid s Tale By Margaret Atwood1540 Words   |  7 Pages Name: Nicole. Zeng Assignment: Summative written essay Date:11 May, 2015. Teacher: Dr. Strong. Handmaid’s Tale The literary masterpiece The Handmaid’s Tale by Margaret Atwood, is a story not unlike a cold fire; hope peeking through the miserable and meaningless world in which the protagonist gets trapped. The society depicts the discrimination towards femininity, blaming women for their low birth rate and taking away the right from the females to be educated ,forbidding them from readingRead MoreThe Handmaid s Tale By Margaret Atwood1256 Words   |  6 Pageshappened to Jews in Germany, slaves during Christopher Columbus’s days, slaves in the early 1900s in America, etc. When people systematically oppress one another, it leads to internal oppression of the oppressed. This is evident in Margaret Atwood’s book, The Handmaid’s Tale. This dystopian fiction book is about a young girl, Offred, who lives in Gilead, a dystopian society. Radical feminists complained about their old lifestyles, so in Gilead laws and rules are much different. For example, men cannotRead More The Handmaid s Tale By Margaret Atwood1667 Words   |  7 Pagesrhetorical devices and figurative language, that he or she is using. The Handmaid’s Tale, which is written by Margaret Atwood, is the novel that the author uses several different devices and techniques to convey her attitude and her points of view by running the story with a narrator Offred, whose social status in the Republic of Gilead is Handmaid and who is belongings of the Commander. Atwood creates her novel The Handmaid’s Tale to be more powerful tones by using imagery to make a visibleness, hyperbole

The Democracy Of Canadian Society - 1426 Words

Canadians, like citizens of numerous countries around the world, take pride in living in a democratic nation. While Canada is unequivocally a democracy, there are certain aspects of the system that call into question its true democratic nature. The electoral system Canada currently has in place is undemocratic and unjust, as it undermines millions of citizens’ rights to vote. This has influenced a great deal of subsequent apathy and indifference toward politics in the masses, and democracy no longer seems to be a benchmark of Canadian society. It is imperative that Canada implement sweeping electoral reform to reintroduce balance and fairness into politics, and reinject democracy into Canadian society. The current First Past the Post, or†¦show more content†¦The first step is the same; votes are tallied up for candidates, and whichever ones have the most votes are sent to Parliament Hill. This step fills only half the seats in the House of Commons. Once this process is completed, attention shifts to the second part of the ballot, as individual votes for each party are counted. Once these numbers are announced, the remaining half of the seats are distributed among all parties, in accordance with how many seats had already been won in the first step, to ensure the final seat count is proportionate to the percentage of votes each party received. Since the second half of the seats are assigned to a party and not to a specific candidate, it is the parties duty to make a list of the candidates, those of which were not e lected within a riding, that they would like to appoint to enter parliament. Not only is the riding system and local representation maintained, but MMP also introduces a system where proportionality and equal representation also takes precedence (â€Å"Mixed Member Proportional Representation Explained†). It should be noted that certain parts of Canada have attempted to usher in electoral reform in the past. Alas, when various types of reform, including mixed member proportional and single transferable vote, were proposed to voters in

Jonathan Edwards †Sinners in the hands of an Angry God! Free Essays

Jonathan Edward’s most recognizable sermon was entitled â€Å"Sinners in the Hands of an Angry God†. This was a very stimulating and reassuring speech containing religious instruction because as you read it you will be able to engage yourself easily. He used some statement that may be used to evoke strong feelings or to create a strong impression, but it is rarely meant to be taken literally. We will write a custom essay sample on Jonathan Edwards – Sinners in the hands of an Angry God! or any similar topic only for you Order Now Just like the sinners that he spoke of briefly was illustrated as one that stood or walked in slippery places. We will never know the instantaneous or abrupt devastation waiting ahead of us because of the things or situations that might happen. He never threatened anyone but he tried his best to imply the possible consequence or consequences. One more thing that he wanted to share with us was that the sinners that stood or walked on slippery ground needed nothing but their own weight to throw them down. They were liable to fall of themselves, without being thrown down by the hand of another. The sinners must decide on their own without being pushed or influenced by other. I never thought introducing fear gradually through sharing can be an effect means of bringing people to God. It was a matter of choosing the right strategy of convincing them. I admired Edwards because during his time he delivered the sermon effectively. In my opinion, he wasn’t constraint the people or the listener to believe him but he just showed them the reality of what might happen if the wrath of God would not be suspended. On Calvinistic doctrine of predestination, it accented that humans were unqualified of adding anything to obtain redemption and that God alone was the initiator at every stage of salvation, including the formation of faith and every decision to follow Christ. Calvinism stressed the sovereignty or rule of God in all things — in salvation but also in all of life. In this belief, the only choice that we have is to accept and have faith in God because he is the one and only way for us to be saved from hell. Because of God’s love, he gave his only begotten son so that everyone who believes in him will not perish but have eternal life (John 3:16). Thus, we must believe and follow Christ because He is the only way for us not to go to hell. There was no contradiction between the concept of predestination, central to Calvinism and Edward’s Covenant of Grace because both of them signify that salvation was not bestowed to us upon any condition, but freely and for nothing. We were to do nothing for it; we were only to take it. This taking and receiving was faith. It is very improper to say that a covenant is made with men, any otherwise than in Christ; for there is an immeasurable difference between a free offer and a covenant. The promise was made with Christ, and in him with his mystical body; and the condition of the covenant is Christ’s perfect obedience and sufferings. The Covenant of Grace was described by Christ’s open and free offer of life, whereby he holds it out in his hand to sinners, and offers it without any condition. Faith cannot be called the condition of receiving, for it is the receiving itself: That’s why, the only reason why Christ died on the cross was for our salvation. God loved us so much that He won’t allow us to go to hell. He offered the salvation freely just believe and have faith. I think Calvinistic Doctrine is popular because in the history of America, two-thirds of the colonial population was trained in the school of Calvin. It means most of the individuals were fascinated and knew the teaching of Calvinism. Never in the world’s history had a nation been founded by such people as these. Furthermore, these people came to America not primarily for commercial gain or advantage, but because of deep religious convictions. It seems that the religious persecutions in various European countries had been providentially used to select out the most progressive and enlightened people for the colonization of America. Until now, the Christianity that spreads in America was born through the existence also of Calvinism. That’s why I was convinced that Calvinism is not dead but accepted and widely practiced by many. How to cite Jonathan Edwards – Sinners in the hands of an Angry God!, Papers Jonathan Edwards – Sinners in the hands of an Angry God! Free Essays Jonathan Edward’s most recognizable sermon was entitled â€Å"Sinners in the Hands of an Angry God†. This was a very stimulating and reassuring speech containing religious instruction because as you read it you will be able to engage yourself easily. He used some statement that may be used to evoke strong feelings or to create a strong impression, but it is rarely meant to be taken literally. We will write a custom essay sample on Jonathan Edwards – Sinners in the hands of an Angry God! or any similar topic only for you Order Now Just like the sinners that he spoke of briefly was illustrated as one that stood or walked in slippery places. We will never know the instantaneous or abrupt devastation waiting ahead of us because of the things or situations that might happen. He never threatened anyone but he tried his best to imply the possible consequence or consequences. One more thing that he wanted to share with us was that the sinners that stood or walked on slippery ground needed nothing but their own weight to throw them down. They were liable to fall of themselves, without being thrown down by the hand of another. The sinners must decide on their own without being pushed or influenced by other. I never thought introducing fear gradually through sharing can be an effect means of bringing people to God. It was a matter of choosing the right strategy of convincing them. I admired Edwards because during his time he delivered the sermon effectively. In my opinion, he wasn’t constraint the people or the listener to believe him but he just showed them the reality of what might happen if the wrath of God would not be suspended. On Calvinistic doctrine of predestination, it accented that humans were unqualified of adding anything to obtain redemption and that God alone was the initiator at every stage of salvation, including the formation of faith and every decision to follow Christ. Calvinism stressed the sovereignty or rule of God in all things — in salvation but also in all of life. In this belief, the only choice that we have is to accept and have faith in God because he is the one and only way for us to be saved from hell. Because of God’s love, he gave his only begotten son so that everyone who believes in him will not perish but have eternal life (John 3:16). Thus, we must believe and follow Christ because He is the only way for us not to go to hell. There was no contradiction between the concept of predestination, central to Calvinism and Edward’s Covenant of Grace because both of them signify that salvation was not bestowed to us upon any condition, but freely and for nothing. We were to do nothing for it; we were only to take it. This taking and receiving was faith. It is very improper to say that a covenant is made with men, any otherwise than in Christ; for there is an immeasurable difference between a free offer and a covenant. The promise was made with Christ, and in him with his mystical body; and the condition of the covenant is Christ’s perfect obedience and sufferings. The Covenant of Grace was described by Christ’s open and free offer of life, whereby he holds it out in his hand to sinners, and offers it without any condition. Faith cannot be called the condition of receiving, for it is the receiving itself: That’s why, the only reason why Christ died on the cross was for our salvation. God loved us so much that He won’t allow us to go to hell. He offered the salvation freely just believe and have faith. I think Calvinistic Doctrine is popular because in the history of America, two-thirds of the colonial population was trained in the school of Calvin. It means most of the individuals were fascinated and knew the teaching of Calvinism. Never in the world’s history had a nation been founded by such people as these. Furthermore, these people came to America not primarily for commercial gain or advantage, but because of deep religious convictions. It seems that the religious persecutions in various European countries had been providentially used to select out the most progressive and enlightened people for the colonization of America. Until now, the Christianity that spreads in America was born through the existence also of Calvinism. That’s why I was convinced that Calvinism is not dead but accepted and widely practiced by many. How to cite Jonathan Edwards – Sinners in the hands of an Angry God!, Papers

Marketing for Citizenship and Sustainability- myassignmenthelp.com

Question: Discuss about theMarketing for Citizenship and Sustainability. Answer: The chosen book bar/caf is an attracting concept where people could be offered books to read, games to play along with offering them refreshments like coffee and snacks. The micro and macro analysis reveals various strengths and weakness of the book bar/caf, along with in-depth analysis of the external environment that casts a major influence on the store. The internal environmental analysis highlights the fact the product strategies and marketing strategies that needs to be considered, in order to ensure the success of the business. The customers are provided with mental relaxation, along with offering them good snacks (Crane and Matten 2016). The caf has a strong completion from the other snacks bars and cafes or beverage companies. However, these are considered as opportunities for the book bar/caf. This is because, the caf consider these competition as benchmark and improve the quality of snacks that are offered to them (Fernandes 2016). Moreover, the external environment is also considered as opportunity, such that the caf is able to adapt to the technological needs and environmental changes, and improve the quality of food and services provided, in order to ensure to remain in competitive advantages (Crane and Matten 2016). The micro and macro environmental analysis, along with the competition offered from the other brands is considered as an opportunity for the book bar/caf to improve the services being provided, along with the quality of snacks being offered. Thus, it is important that the micro and macro environment are analysed successfully, in order to ensure the growth of the book caf. References Crane, A. and Matten, D., 2016. Business ethics: Managing corporate citizenship and sustainability in the age of globalization. Oxford University Press. Fernandes, J.C.L., 2016. Coffeehouse Brasil Caf-The execution of A business plan. Revista de Micro e Pequenas Empresas e Empreendedorismo da Fatec-Osasco, 2(2), pp.271-287.

Neurophysiology of Nerve Impulses free essay sample

What is the effect of axon diameter on the conduction velocity? 45. What is the effect of the amount of myelination on conduction velocity? 46. Why did the time between stimulation and the action potential at R1 differ for each axon? ACTIVITY 8: Chemical Synaptic Transmission and Neurotransmitter Release 47. The synapse is the location where the axon of one neuron communicates with a. another neuron. b. a muscle fiber. c. a sensory receptor. d. any or all of the above. 48. Neurotransmitter is released into the synaptic gap by a process called a. secretion. b. excretion. c. exocytosis. d. iffusion. 49. The name of the specific neurotransmitter released at a synapse between a motor neuron and a muscle cell is ____________. 50. When the stimulus intensity is increased, what changes: the number of synaptic vesicles released or the amount of neurotransmitter per vesicle? 51. What happened to the amount of neurotransmitter released when you switched from the control extracellular fluid to the extracellular fluid with no Ca2+? 52. We will write a custom essay sample on Neurophysiology of Nerve Impulses or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page What happened to the amount of neurotransmitter released when you switched from the extracellular fluid with no Ca2+ to the extracellular fluid with low Ca2+? ACTIVITY 9: The Action Potential†¦Putting It All Together 53. True or False: The amplitude of the depolarization that can result at the postsynaptic receptor is always the same. 54. In this simulation, when the sensory neuron membrane potential at the receptor was -40mV, the interneuron membrane potential at the â€Å"receiving end† was ______ mV. 55. In this simulation, with a â€Å"strong stimulus†, _____ sensory neuron vesicles were released from the axon terminal. a. many, many b. 15 c. 10d. 6 56. Describe what happened when you applied a very weak stimulus to the sensory receptor, i. e. as there an action potential? How many vesicles were released? 57. Describe what happened when you applied a moderate stimulus to the sensory receptor, i. e. was there an action potential? How many vesicles were released? 58. Identify the type of membrane potential (graded receptor potential or action potential) that occurred at R1, R2, R3, and R4 when you applied a moderate st imulus. (Compare/view the response to the stimulus. ) 59. Describe what happened when you applied a strong stimulus to the sensory receptor. What type(s) of membrane potential were caused? Were the responses at R1 through R4 all the same?

14 Essay Topics on Native American Literature for a Literary Analysis

14 Essay Topics on Native American Literature for a Literary Analysis Native American literature is one of the unique aspects to study if you are interested in learning about the indigenous cultures that once lived in North America. To truly immerse yourself in this field, you need to embrace a multifaceted approach which encompasses the aesthetic, linguistic, psychological, historical, and cultural aspects. If you have an essay coming up on this subject, here are 14 facts that will set you on the right path. Native American literature does not have one language. Even before delving into the details of themes, context, and content, you are faced with the challenge of understanding the classification. The Native American culture comprised of a myriad of different languages and tribes. Anthropologists and linguists have classified Native American languages according to similarity in grammatical structure and the geographical proximity of the speakers. The former basis of categorization results in fifty-eight major language families whereas the latter has nine major categories. Each of the nine categories has around ten to twenty tribes associated with it. The nine regions are: Mackenzie River, North Pacific Coast, Plains, Woodland, California, Southeastern, Eskimo, Plateau, and Southwestern. Most literature revolves around man’s connection with the land. An essential theme observed in both ancient myths and contemporary Native American literature is the deep connection between the identity of the people and the land they inhabit. The writings show that the culture considers the land as dynamic. Therefore, they surpass closeness to nature, creating a more complex link between the land and a person’s being or ego. Even a rudimentary study of this type of literature will reveal this aspect. Oral stories are a major part of this form of literature. Early Native American Literature contains fascinating tales, songs, chants, and prayers passed down through oral traditions. They are told using archaic language and make liberal use of literary devices such as repetition and enumeration. Some languages, for instance Papago (the language of the Tohono Oodham Nation) and Pima (the language of the Akimel Oodham), contained specific structures for oral stories. A story would have four parts; it would start out with an introduction of a stable and harmonious situation, go on to describe a disruption of stability, then tell of the efforts to restore harmony before concluding. The efforts were often told in cycles of four. Native American authors effectively shine the light on Native American literature. In 1969, the Pulitzer Prize was awarded to N. Scott Momaday for his novel ‘House Made of Dawn’. The novel has received critical acclaim and is considered pivotal in bringing Native American literature into mainstream culture. The Native American Renaissance highlights a major theme which many contemporary Native American publications share: the alienated individual who feels torn between two worlds and yearns to find an identity. Some major authors who gained popularity after the rekindling of interest are James Welch, Leslie Marmon Silko, Sherman Alexie, and Louise Erdrich. Native American literature was not documented in writing at first. When the first Europeans arrived in America, there were over 500 different Native American tribes living here. Each of these tribes had rich history and culture, but their literature was not documented in writing. Their numerous legends, tales, songs and myths were preserved through oral transmission. Thankfully, they managed to survive time, which is why you can enjoy the difference between the tales of the Navajo hunters and the pueblo-dwellers known as Acoma. Repetition of myths ensured their survival. The survival of a myth in the pre-literate Native American times depended on how often it was repeated. The more popular the tale was, the more often it was repeated and the better it retained its plot points. As it spread across to other places, the folktale would take on features unique to the local culture. This phenomenon can serve as a means to track mythology across time and space. There are different approaches to critiquing Native American literature, but one goal. Literary critics and theorists are not in complete agreement about how to approach Native American literary criticism. There is a difference in opinion regarding whether to employ modern approaches or only Native American theories. The goal, however, is the same: to avoid misinterpretations and break down the centuries-long silencing of Native American voices. Christian Missionaries in America influenced the literature. With the arrival of Christian missionaries in America, the culture, and therefore the literature of the indigenous tribes evolved. The written Native American literary tradition began in the eighteenth century. Samson Occum published his â€Å"Sermon Preached at the Execution of Moses Paul, an Indian† and William Apess wrote his â€Å"Experiences of Five Christian Indians of the Pequot Tribe†. The Native American Renaissance Era offers a wealth of contemporary literature. The Native American Renaissance era witnessed the production of many prominent works of contemporary Native American literature. A few notable authors are: Simon Ortiz (Acoma Pueblo), Wendy Rose (Hopi-Miwok), Ray Young Bear (Mesquaki), Roberta Hill (Oneida), and Joy Harjo (Creek). Literary traditions were inspired from their own surroundings. The literary traditions of Native Americans were largely influenced by their environment and surroundings. Even the creation stories of different tribes reflect environmental elements. Native American ceremonies and everyday life were also dictated by the topography of the area. The Papago tribe used to undertake a Salt Pilgrimage to reach distant salt deposits. Native American literature and tribes’ identities are related. Literature and identity are closely linked. Kelly Morgan, a Native American cultural expert claims that fiction and poetry serve as a better gauge of the cultural identities of people than scientific records. Literature is also more dynamic because it extends the cultural identity over to future generations. Communities of past, present and play a   future role in molding and transformation of literature. Several works revolve around the loss of sense of self. One of the major themes in Native American literature is the loss of a sense of self. A deeply felt presence of absence lies in the thoughts and actions of the protagonists. The loss of land and culture is reflected in the writings of contemporary and eighteenth to nineteenth century literature. DArcy McNickle’s novel â€Å"The Surrounded† is a good example of this. Nature is also part of Native American literature due to its relationship with people. A prevalent thread running through almost all of Native American literature is the interconnectedness of nature and humans. Cultural and personal identity is related to nature in many works. Authors allude to this connection using metaphors. The works of Rosario Morales, Leslie Marmon Silko, and Louise Erdrich are among the ones which illustrate this theme beautifully. The first novel to be published by a Native Indian author was â€Å"The Life and Adventures of Joaquin Murieta†. John Rollin Ridge published â€Å"The Life and Adventures of Joaquin Murieta† in 1854, telling the story of a mixed-race protagonist who becomes an outlaw and tries to defy the dominant culture and unjust treatments of the white people in frontier California. These are some general facts which you can study further and elaborate on while writing a literary analysis paper. You can also check the 20 topics on Native American literature for a literary analysis for more assistance. Need more help? Check how to write a literary analysis on Native American literature to score a great grade. References: Powell, J. (1891). Indian linguistic families of America north of Mexico. [Washington]: [U.S. G.P.O.]. Thompson, S. (1966). Tales of the North American Indians. Bloomington: Indiana University Press. Allen, P. (1986). The sacred hoop. Boston: Beacon Press. Tales of the North American Indians. (2016). Sacred-texts.com. Retrieved 16 March 2016, from sacred-texts.com/nam/tnai/ Thompson, S. (1966). Tales of the North American Indians. Bloomington: Indiana University Press. History. (2016). org. Retrieved 16 March 2016, from gilariver.org/index.php/about/history Tohono Oodham Nation History Culture. (2016). Tonation-nsn.gov. Retrieved 16 March 2016, from tonation-nsn.gov/history_culture.aspx Campbell, D. (2016). Early Native American Literature: Brief Outline Guide. wsu.edu. Retrieved 16 March 2016, from http://public.wsu.edu/~campbelld/amlit/native.htm Scarberry-Garcà ­a, Susan. Landmarks of Healing: a Study of House Made of Dawn. Albuquerque: University of New Mexico, 1990. Print. Velie, A., Lee, A. The Native American renaissance. Outline of the U.S. Literature. (2016) (1st ed., p. 5). Retrieved from http://photos.state.gov/libraries/korea/49271/february_2014/Outline_of_American_Literature_eng.pdf

Culture and Family in Nursing Essay Example | Topics and Well Written Essays - 1750 words

Culture and Family in Nursing - Essay Example A vital objective for health care providers, as for instance, is established in the increasing acknowledgment of the family's value to a child's recovery and the influence of child's infirmity on the family. The importance of understanding the impact of culture on family health and nursing is related to a considerate practice of the family, as it establishes a realism that confirms the analysis that professional nursing perform which is crucial to health care. As realization increases on the influence of culture, concern is heightened in improving the efficiency of the involvement, given inconsistencies of cultural diversity, and the survival of children of minority families. (Radin, N., & Goldsmith, R. 1983 p 18) psychological needs for identity and sense of historical continuity. The ethnic background influences our way of thinking, our way of feelings, our way of working, and our way of relaxing, our way of celebrating holidays and customs, our way of expressing our anxieties, our way of belief about illness or life and death. Patterns of ethnicity, strengthened by family custom and community association, can function in delicate ways, normally outside of our consciousness; but their influence may however be extensive, deep and compelling. These patterns are capable to perform a significant responsibility throughout the family life series, though influence may differ among groups and within a group itself. In few families who cling to customary ways, adhering to groups from their spiritual or cultural background and apart from all others, ethnic values and classifications may be predominantly strong and probably to be kept for generations (Pleck 2000 p 48) Gender - a study shows that children at two and a half years of age practice gender classifications in negotiating their humanity and are possible to simplify gender classifications to several of activities, objects, and professions. Children yet refuse the truth of what they are perceiving when it does not correspond to their gender principles, such as the interpretation of a child that only men are doctors, when his or her mother is. Sons have a precise boundary concerning parental choices with regard to children; as majority of parents rather have male than female children, recognized all over the world. In the same manner, people who favor sons are more possible to apply technology for deciding on the sex of their child. This inclination for male children, furthermore, is accentuated by the ruling that parents are more possibly to maintain having children if they allow only girls than if they allow only boys. Explanations given by women for their choice for sons are to satisfy t heir husbands and to maintain the family name, and to be a companion to the husband. However, the reason for women desiring for daughters is their need for a companion for themselves and to have fun dressing a girl and doing her hair. 3 Parents influence their sons and daughters to get involve in sex-typed endeavors, as well as doll playing and managing housekeeping endeavors for girls and playing with trucks and participating in

Business environment Coursework Example | Topics and Well Written Essays - 250 words - 2

Business environment - Coursework Example A language barrier presents a cultural issue among the large passenger population. The main issues include different preference on the meals, on board entertainment and overall flight communication problems between the crew and passengers. Virgin Atlantic airline overcomes legal challenges of handling arising misunderstandings during the cargo business. Different commitments within American and the United Kingdom players translate to varying results. Virgin Atlantic invests on the cargo business to ensure consistency and service reliability. As such, the airline is an award winning company over the last years. The airline uses â€Å"VEX† as an express courier, â€Å"MUST RIDE† to ensure urgency and the â€Å"PETS† to fly the pets. The airline also uses different sized cargo equipment such as p6p, ALF and AKE to ensure goods safety. The involved agreement policy honor terms of business delivery irrespective of the destination. Virgin Atlantic airlines also incorporates advanced information technology to deliver quality services. The airline combines advanced technology with available top-notch skilled power to change passenger experiences. A change of the communication channels in the airline entails the use of mobile technologies for the restaurant services. Services to passenger entails sending direct complimentary food vouchers top passengers’ mobile device. The flexibility in technology enables Virgin Atlantic to lead the airline industry. Virgin Atlantic airlines operate under a digitalized environment. The company’s expenditures revolve around employing the wide use of the internet to offer services, advertise company offers and to enhance customer transactions. As such, the airline manages to increase about 2% of the total number of passengers

Le concept du luxe

Le concept du luxe PARTIE I: APPROCHE THEORIQUE Chapitre 1 Introduction de luxe 1.1. Le concept du luxe Quest-ce que le luxe? Le mot LUXE provient du latin  « luxus  » qui veut dire somptuosità © excessive et ostentatoire. Il signifie, selon le petit Larousse:  «somptuosità © excessive, faste, richesse ». Cette notion a connu plusieurs changements dà ©s le 17e Sià ¨cle, et à   laube du 21e Sià ¨cle, le luxe nest plus nà ©cessairement somptueux, ni mà ªme rà ©servà © à   certains privilà ©già ©s, selon Michel GODET, dans son ouvrage  «le luxe dans tous ses à ©tats ». Le luxe se banalise et se dà ©mode de plus en plus vite, par rapport au passà ©. Le mot luxe dà ©fini par Le PETIT ROBERT est  «un mode de vie caractà ©risà © par de grandes dà ©penses consacrà ©es à   lacquisition de biens superflus, par gout de lostentation et du plus grand bien-à ªtre. » En rà ©alità ©, il est difficile de lui donner une dà ©finition unique et prà ©cise. Beaucoup de professionnels du luxe, à ©conomistes, chercheurs, sociologues, les clients du luxe, essaient de lui donner une dà ©finition prà ©cise, mais pour linstant il reste un concept subjectif. Comme laffirme Jean-Noà «l Kapferer dans son ouvrage  «luxe oblige » en à ©crivant que le concept de luxe nest pas une catà ©gorie dans labsolue, mais un ensemble relatif qui ne peut à ªtre dissocià © de la structure politique et sociale du sià ¨cle auquel il appartient[1]. Si on demande à   la population ce que luxe signifie selon eux, les rà ©ponses seront trà ¨s diffà ©rents, parce quà   chacun son luxe[2]! Dailleurs, les frontià ¨res du luxe se dà ©placent avec les conditions de vie, les classes et les cultures, prà ©sentà ©es dans la lecture de Jean Philippe Antoine. Michel GODET,  «le luxe dans tous ses à ©tats », le luxe se dà ©finit dabord comme un mode de vie gà ©nà ©ralement associà © à   des dà ©penses importantes pour lacquisition de biens superflus. Donc le luxe est tout dabord se traduit par un rà ´le sociologique: un mode de vie. Le mot superflu signifie Satisfaire des besoins dont on na pas besoin[3], et que celui ci nest pas indispensable et quil nest pas un besoin ordinaire de la vie. 1.2 Les caractà ©ristique dun produit de luxe Malgrà © les nombreuses dà ©finitions proposà ©es par diffà ©rentes personnes telles que des professionnels du luxe, à ©conomistes, chercheurs, sociologues, les consommateurs, le luxe se caractà ©rise toujours par les 5 crità ¨resdà ©finis ci-dessous: La qualità © Lindustrie du luxe est basà ©e sur une qualità © supà ©rieure des ces produits ou de ces services. La meilleure qualità © est la principale caractà ©ristique du luxe. Pour devenir un luxe, il doit y avoir des diffà ©rences nettes par rapport aux produits de la consommation de masse. Parmi les composantes dun objet de luxe, on trouve toujours une và ©ritable supà ©riorità © technique qualitative ou technologique[4]. Par exemple, chez Rolls-Royce, chaque partie de leurs và ©hicules sont uniquement fabriquà ©es à   la main, donc les voitures de la production industrielle ne peuvent pas remplacer sa position unique. Rolls-Royce se distingue donc par sa qualità © supà ©rieure et cette caractà ©ristique le dà ©marquant clairement des autres marques. La haute couture de luxe se distingue particulià ¨rement par leur design, la texture de haute qualità ©. Le luxe est prà ©sent aussi dans le secteur des services. Par exemple, dans un lhà ´tel de luxe dont le service est de haute qualità © proposant un trà ©s grand confort et plaisir. Donc latout et la principale caractà ©ristiques de luxe du luxe est forcà ©ment supà ©rieur aux les produits ordinaires. La raretà © Selon Vincent Bastien, la raretà © est centrale dans lidentità © du luxe. La Raretà © est un caractà ¨re trà ¨s essentiel pour le luxe ce qui le distingue des produits de masse. Le PDG de cartier international, Bernard Fornas, a dit que  « Je dois gà ©rer la dà ©sirabilità © de cette maison, il faut maintenir le ratio entre disponibilità © et raretà ©Ã‚ ». Vincent Bastien distingue deux grands types de raretà © dans son ouvrage  «luxe oblige »: un cotà © la raretà © physique qui comprend les ingrà ©dients, les processus de production comme par exemple dans la haute couture oà ¹ les habits sont fabriquà ©s à   la main par un grand couturier et donc chaque pià ¨ce est unique dans le monde. Dun autre cotà © il y a une raretà © virtuelle ou impression de raretà ©, signifià ©e, crà ©Ãƒ ©e et entretenue par la communication elle-mà ªme. Si un produit de luxe perd de sa raretà ©, si un jour on le trouve dans nimporte quel magasin, et tout le monde peut donc possà ©der ce produit, alors il ne sera pas classà © et reconnu comme un produit de luxe, mais un produit de grande consommation. Cest pourquoi les entreprise de luxe font des efforts pour prà ©server la raretà © de son produit: Cartier a rà ©duit le nombre de rà ©fà ©rences dans sa ligne,  « Must », diminuà © le nombre de ses points de vente en particulier chez les opà ©rateurs  « Duty Free  », et lancà © un dà ©partement  « Private Collection  » pour les montres de prestige[5]. Le prix Quand on pense le mot  «luxe », on pense tout de suite à    «cher ». Saphia Richou a dit dans son ouvrage  «le luxe dans tous ses à ©tats » que le produit de luxe est forcà ©ment cher et il est cher parce quil est rare et de qualità ©[6]. Cest la raretà ©, la production en nombre limità ©, et la qualità © qui rend le produit de luxe distinctif par rapport aux produits de masse. Dailleurs, il faut prendre en compte de la valeur imaginaire de luxe. Daprà ¨s Vincent Bastien dans son ouvrage  «luxe oblige », le prix indique la valeur dà ©change dun produit, mais ce qui fait le luxe est la valeur symbolique. Cela signifie quune marque de luxe peut demander un prix dautant plus à ©levà © que sa valeur symbolique est plus forte.[7] Pour lauteur de la Thà ©orie de la classe de loisir datà ©e de 1899, lobjet de luxe est cher parce que tout ce qui  «est absolument ravissant est synonyme de pà ©cuniairement honorifique ». [8] Donc sans ce prix à ©levà ©, les produits de luxe nexisteraient pas. Le superflu Comme prà ©sentà © dans la dà ©finition de luxe,  «Le mot superflu signifie Satisfaire des besoins dont on na pas besoin[9], et que celui ci nest pas indispensable et quil nest pas un besoin ordinaire de la vie. ». Raconte une histoire 1.3 Les trois cercles du luxe Jean Castarà ¨de, dans on ouvrage  «le luxe », classifie le secteur du luxe selon trois cercles prà ©sentà ©s au dessous: Le Superluxe accessible à   quelques-uns. Daprà ¨s Jean Castarà ¨de, Les produits sont alors uniques et sur mesure. Par exemple, celui de la haute de coutume, les moyens de transport (les voiture de luxe, les avions privà ©s..), la joaillerie de luxe, les Å“uvre dart. Son Chiffre daffaire estimà © est de 35,5 milliards deuros[10]. Le deuxià ¨me cercle est plus abordable, qui sont plutà ´t des dà ©clinaisons du luxe[11].Ce cercle correspond aux secteurs traditionnels du luxe. Par exemples, les prà ªts à   porter, les bagages, les accessoires, les montres, les stylos. Son Chiffre daffaire est de 45 milliards deuros[12]. Le troisià ¨me cercle correspond aux produits particuliers par rapport aux produits de masse, comme les parfums, les cosmà ©tiques haut de gamme, les spiritueux de luxe. Son Chiffre daffaire dans le monde est environ 98,5 milliards deuros.[13] Source:  «Le luxe », Jean Castarà ¨de, 1992, P62 1.4 Les trois niveaux de luxe Danielle Allà ©rà ¨s, dans son ouvrage  «LUXE†¦.Stratà ©gies Marketing », distingue trois niveaux de luxe: Luxe inaccessible, luxe intermà ©diaire et luxe accessible qui correspondent bien aux 3 cercles de Jean Castarà ¨de. Je vais retirer lessentiel de ces dà ©finitions pour quon puisse mieux comprendre les spà ©cificità ©s de chaque niveau des produits de luxe. * Le luxe inaccessible Le luxe des modà ¨les exclusifs, parfois rà ©alisà ©s à   la main et à   lunità ©. Il correspond à   des produits de qualità © inà ©galà ©e et exceptionnelle, rare, voire unique, et prà ©cieux possà ©dant une certaine perfection de rà ©alisation, par exemple, la haute couture de Chanel. Son prix est extrà ªmement à ©levà © et sa mà ©thode de communication est trà ¨s sà ©lective, prestigieuse et intimiste. Le luxe inaccessible utilise beaucoup en hors mà ©dia les à ©và ©nements sportifs et culturels et en mà ©dia une presse trà ¨s sà ©lective, comme les magazines de mode trà ¨s  «select ». * Le luxe intermà ©diaire Le luxe intermà ©diaire est de trà ¨s grande qualità © mais moins parfait et moins rare que le luxe inaccessible. Par rapport au luxe inaccessible, son prix est dà ©jà   plus accessible mais fait nà ©anmoins lobjet dune rà ©flexion trà ¨s poussà ©e. Son cible de consommateurs est plus large par rapport à   celui de luxe inaccessible. Daniel Allà ©rà ¨s nous a dit que, le luxe intermà ©diaire correspond à   une classe sociale intermà ©diaire qui souhaite conserver ses distances par rapport aux autres classes sociales. Les consommateurs de luxe intermà ©diaire souhaitent se distinguer des autres. * Le luxe accessible Les produits de luxe accessibles sont fabriquà ©s en sà ©rie et plus rapidement. On peut citer, par exemple, les parfums et les cosmà ©tique. Cest un marchà © trà ¨s concurrentiel. Dans ce marchà ©, les consommateurs nont pas suffisamment de connaissances sur les produits, par exemple, les fonctions dun produit soin de la peau, ou un nouvel odorat dun parfum, donc ils sont beaucoup influencà ©s par la publicità ©. La communication repose sur tous les mà ©dias. Source:  «LUXE†¦.Stratà ©gies Marketing », Danielle Allà ©rà ¨s, P169 207 1.5 Etude de marchà © du secteur du luxe 1.5.1 Le Chiffre daffaire depuis 2000 Touchà © par la crise financià ¨re de 2009, le secteur du luxe dans sa globalità © à   connu une forte rà ©cession. Quelle est la taille du marchà © du luxeactuellement ? Si nous prenons le luxe dans sa forme la plus reduite: mode, accessoires y compris la maroquinerie, produits cosmà ©tiques et parfums, vins et spiritueux, etc, les ventes sont de 175 milliards deuros, comme on peut le constater sur le graphique ci dessous. Touchà ©e par la crise financià ¨re de 2008, en 2009, le marchà © du luxe a chutà © de 10%, soit 157 milliards deuros, aprà ¨s 5 ans de croissance constante depuis 2003. Cest surtout le marchà © europà ©en qui est plus touchà © par la crise; par contre, les Etats-Unis et surtout lAsie sont moins influencà ©s. Si nous prenons compte les voitures et les voyages de luxe, la taille du marchà © serait proche de 250 milliards deuros[14], selon lestimation en 2007. Ces chiffres nous permettent davoir une idà ©e gà ©nà ©rale de la taille du marchà © du luxe. Source: Traitement Xerfi Global: donnà ©es primaires sources national et Bain Comany 1.5.2 Le marchà © mondial du luxe par secteur Le marchà © du vestimentaire reprà ©sente le premier segment du marchà © du luxe, soit 32,1% dans le marchà © mondial du luxe (voir le graphique). Influencà © par la crise financià ¨re de 2009, ses ventes baissent de 15% par rapport à   lannà ©e prà ©cà ©dente. Les accessoires diminuent ses ventes aussi, et ils reprà ©sentent 18% du marchà ©. Nà ©anmoins, à ©tant le luxe accessible, les parfums et les cosmà ©tiques rà ©sistent bien à   la crise de 2009.[15] Source: Xerfi 2008 1.5.3 le marchà © mondial du luxe par gà ©ographie Dans sur le graphique ci-dessous, la taille des bulles reprà ©sente la taille proportionnelle du marchà © du luxe dans diffà ©rents pays. A travers ce graphique, on peut observer, quà   cause de la crise, lEurope et lAmà ©riques qui reprà ©sente la plus gros du marchà © (70% ensemble), ont connu une baisse importante. Le Japon, quant à   lui, continue à   reculer depuis 2007. En revanche, lAsie (hors Japon) sen sort plutà ´t bien, grà ¢ce à   la croissance des ventes provenant de la Chine et de lInde.[16] Dailleurs, le reste du monde(Moyen-Orient) a une tendance à   augmenter. 1.5.4 Les principaux acteurs du luxe Comme nous pouvons constater dans le tableau au-dessous, aujourdhui, le marchà © de luxe est dominà © par des grands groupes multimarques, comme LVMH, Richemont, et Gucci Group (PPR); et quelques marques amà ©ricaines(Està ©e Lauder), et Japonaises (Shiseido). Dailleurs, nous pouvons aussi remarquer que ce sont les entreprises franà §aises et Italiennes qui dominent le secteur de luxe. Classement des leaders mondiaux du luxe Source: Traitement Xerfi Global daprà ¨s Opà ©rateurs, presse à ©conomique et greffes des tribunaux de commerce. LVMH, le leader mondial du luxe, à   rà ©alisà © son Chiffre daffaire de 17,2 milliard deuro en 2008, qui est trà ¨s impressionnant. Le groupe a un portefeuille de prà ¨s de 60 marques prestigieuses[17], y compris Louis Vuitton, Christian Dior, Fendi, Marc Jacobs, Givenchy, Guerlain†¦ses 5 actività ©s principales sont: Vin et spiritueux (18,1% du CA) Mode et maroquinerie (34,8% du CA) Parfums et Cosmà ©tique (16,6% du CA) Montres et Joaillerie (5,1% du CA) Distribution sà ©lective (25,4% du CA)[18] Le groupe Richemont, le second acteur principal de ce marchà ©, dispose 18 marques de luxedans 5 domaines: Joaillerie, Horlogerie, instruments dà ©criture, et cuiraccessoire et mode (Cartier, Van CleefArpels, Piaget, Lancel, Montblan, Chloà ©Ã¢â‚¬ ¦).En 2008, son Chiffre daffaire sà ©là ¨ve 5,4 milliard deuro. [19] Està ©e Lauder, une entreprise amà ©ricaine, Shiseido, une entreprise japonaise, et lorà ©al (produit de luxe), une entreprise franà §aise sont trois entreprises leaders mondiaux de la beautà © et de la cosmà ©tique haute gamme. Chapitre 2 La marque de luxe et les stratà ©gies marketing 2.1 La marque de luxe La dà ©finition de marque de luxe, proposà © par Michel Chevalier dans son ouvrage  «Management et Marketing du luxe » est quune marque sà ©lective et exclusive, qui apporte une valeur à ©motionnelle et crà ©ative supplà ©mentaire au consommateur.[20] Danielle Allà ©rà ©s dans son ouvrage  «luxe†¦ mà ©tiers et management atypiques », a donnà © la dà ©finition dune marque de luxe. Selon elle, la marque de luxe se distingue des marques de consommation courante par son nom, souvent la marque de luxe prend le nom de son crà ©ateur dorigine, ses immeubles, dont les plus significatifs sont les lieux de crà ©ation passà ©s ou contemporains, les boutiques lià ©es au crà ©ateur et à   la crà ©ation de sa maison et de sa marque, et les lieux de fabrication[21], les crà ©ateurs, les crà ©ations, produits, objets ou services, les plus importantes, en terme de proposition et daudace artistique ou esthà ©tique, comme le Parfum N °5 de Chanel[22], une histoire lià ©e à   son ou à   ses crà ©ateurs successifs, leurs personnalità ©s, leurs engagement esthà ©tiques 2.2 Identità © de marque 2.2.1 La dà ©finition didentità © de marque Comme tout le monde le sait, les grandes marques comme Louis Vuitton, Hermà ¨s, Rolex, Chanel, Peugeot, Lacoste, sont des marques fortes qui ont une grande valeur. Une marque forte contribue de faà §on significative à   la rà ©ussite des entreprises. Gà ©raldine Michel, dans son ouvrage  « au cÅ“ur de la marque » prà ©sente que pour dà ©velopper des marques fortes, les entreprises doivent mettre en place une gestion stratà ©gique de leurs marques qui implique la dà ©finition dune identità © de marque riche et claire.[23] Donc quest-ce que lidentità © dune marque? Gà ©raldine Michel a donnà © sa dà ©finition didentità © dune marque:  «lidentità © reprà ©sente la faà §on dont la marque veut à ªtre perà §ue, par opposition à   limage, qui est la faà §on dont la marque est rà ©ellement perà §ue par les consommateurs[24] ». Selon cette dà ©finition, on peut deviner que tout dabord, lidentità © dune marque correspond à   la faà §on quelle se ‘raconte aux consommateurs et elle est  «la rà ©sultante dans lesprit des consommateurs de lensemble des caractà ©ristiques de la marque »[25]. les caractà ©ristiques comme le nom de la marque, son logo, son prix, sa distribution, sa publicità ©, lhistoire de son entreprise. Comme cest une notion trà ¨s vaste mais relativement stable par rapport à   limage de la marque.  «Cest lidentità © qui permet ainsi de guider les dà ©cisions importantes sur la marque et qui garantit la cohà ©rence des diverses actions entreprises dans le temps ».[26] Kevin Lane Keller, Professeur dans  «Dartmouth College », prà ©cise que  « Lidentità © de la marque reflà ¨te la contribution de tous les à ©là ©ments de la marque à   sa notorià ©tà © et à   son image  ». Franà §oise Montenay, dans son ouvrage  «Management et Marketing du luxe », propose une dà ©finition plus prà ©cise de lidentità © dune marqueen concluant que le fait, pour une marque, de pouvoir à ªtre reconnue comme unique, dans la durà ©e, sans nulle confusion, grà ¢ce aux à ©là ©ments qui lindividualisent.[27] Selon Jean-Noel Kapeerer, lidentità © ne se plaque pas, mais se nourrit des racines de la marque, de son hà ©ritage, de tout ce qui lui donne son unique autorità © et sa là ©gitimità © dans un territoire de valeurs et de bà ©nà ©fices prà ©cis. Elle traduit son ADN, les ggà ©nes de la marque. Lidentità © de la marque est la base et le fondement identitaire des actività ©s de la marque. Cela peut servir doutil de gestion pour les dà ©cisions prises par les entreprises. Donc aujourdhui elle est devenue indispensable dans notre socià ©tà © 2.2.2 le prisme didentità © Selon Jean Noel Kapferer(1998), lidentità © dune marque contient six facettes qui construisent le prisme didentità © de la marque. Ces facettes sont le physique, la personnalità ©, la culture, la relation, le reflet et la mentalisation. Le prisme didentità © de la marque Source :  « Les marques, capital de lentreprise  » JN Kapferer (1998) * La dimension physique  «La dimension physique correspond à   là ©là ©ment tangible de la marque, ce sont les produits ou services, mais aussi les symboles et les couleurs associà ©s à   la marque[28] ». Cest le fondement et la base de la marque. Cest là ©là ©ment prà ©cis qui vient immà ©diatement à   lesprit des consommateurs quand lon parle de la marque.  «Cest ensemble de caractà ©ristiques sensorielles et objectives[29] ». Dans le domaine de luxe, la marque Chanel est associà ©e à   fà ©minin  «total look » pour femme; Hermà ¨s est associà © aux matà ©riaux nobles et objets en cuir; et quant à   la marque Louis Vuitton, cest qui vient à   lesprit aux consommateurs, cest des produits de qualità ©, fonctionnels et aussi identifiable, par un logo trà ¨s reconnaissable le monogramme LV.  · La dimension personnalità ©  «La dimension personnalità © reprà ©sente les traits de caractà ¨re associà ©s à   la marque. » [30] Cest un mode dexpression des produits ou des services. On se demande toujours la question comme si cà ©tait une personne, quel serait son caractà ¨re? La marque de luxe reprà ©sente souvent une personne vivante, rà ©elle, et crà ©atrice qui a une personnalità © forte et a un caractà ¨re remarquable. Comme pour la marque de luxe Yves Saint Laurent, son crà ©ateur a donnà © son caractà ¨re  «provocant, sà ©duisant et inaccessible à   sa marque »[31]; La marque Chanel est donnà © le caractà ¨re crà ©ative, perfectionniste, audacieuse, instinctive, sobre et sophistiquà ©e. Le caractà ¨re de la marque Louis Vuitton est simple, à ©là ©gante, et moderne. Hermà ¨s est chaleureux, sportive et à ©là ©gante. * La dimension culture La dimension culture correspond au systà ¨me de valeur et une culture propre lià ©e à   la marque. Pour J.N Kapferer,  «cest la facette essentielle de lidentità © dune marque de luxe, et pour connaitre son ADN, ses soubassements culturels, on doit ausculter tous les signes identitaires de la marque de luxe ».[32] * La dimension relation Il sagit de la relation entre la marque et ses consommateurs. Cest la communication sociale de la marque. La marque Chanel a donnà © la libertà © aux femmes; La marque Gucci se rattache fortement à   la sà ©duction et diesel à   la provocation. Hermà ¨s est associà © à   la confiance et à   la fidà ©lità ©. * La dimension reflet La dimension reflet est comme un  «miroir externe de la cible ». Il exprime « limage que la marque donne à   sa cible »[33].JN Kapferer dà ©crit ici de  «perception du marchà ©Ã‚ ». La marque Chanel donne à   sa cible le reflet des femmes modernes et à ©là ©gantes, et limage quHermà ¨s veut donner à   sa cible est classique, haute qualità © et aristocratie. * La mentalisation La mentalisation de la marque correspond au regard que pose le consommateur sur lui-mà ªme quand il utilise le produit[34]. Les consommateurs de Chanel se perà §oivent comme des femmes libà ©rà ©es et qui ont un style de vie à ©là ©gant. Ces six dimensions dà ©finissent lidentità © de la marque. La prise didentità © dune marque de luxe ne doit jamais à ªtre banale.[35] 2.2.3Exprimer son identità © de marque  «Rien ne sert de dà ©finir une identità © si celle-ci nest pas exprimà ©e clairement et fortement sur le marchà ©Ã‚ »[36]. Pour sexprimer son identità © (le produit, le logo, sa communication, son marketing etc), la marque dispose de ces diffà ©rents à ©là ©ments, comme le nom de la marque, le logo, le packaging, le symbole et autres signes de reconnaissance.  · Nom de marques Parmi les nombreux à ©là ©ments constitutifs de lidentità © dune marque, le plus important dentre eux est son nom, comme  «il reste le premier signe de reconnaissance dune marque »[37]. Les consommateurs reconnaissent une marque surtout à   travers son nom. Le choix du nom est un à ©là ©ment trà ¨s important dans la vie dune marque. Un nom de marque doit à ªtre distinctif des autres. Un nom avec une personnalità © forte contribuent forcà ©ment plus à   lidentità © dune marque par rapport à   un nom banal. [38] Par ailleurs, un nom doit reflà ©ter lidentità © de la marque. Gà ©raldine Michel, dans son ouvrage «Au cÅ“ur de la marque », a dit que  «de toute fois, ce nest pas le nom qui donne la personnalità © à   la marque, cest lidentità © de la marque qui donne une signification au nom »[39]. Donc il est trà ¨s dangereux de donner un nom de marque qui ne correspond pas ou ne reflà ¨te pas son identità © propre.  «Quel que soit le secteur dactività ©, un nom à   forte symbolique sà ©duit les consommateurs uniquement sil est cohà ©rent avec les valeurs de la marque »[40].Pour le produit de luxe, il est essentiel que le nom reflà ¨te son identità © qui se distingue par rapport aux autres, tout en restant trà ¨s crà ©atif. Souvent le nom dune marque de luxe provient de son crà ©ateur dorigine et quil identifie de son createur. Par exemple le nom de la marque Yves Saint Laurent, vient de son fondateur Yves Henri Donat Mathieu-Saint Laurent, donc Saint Laurent ne vient jamais à   lesprit des Consommateurs sans Yves.[41] Le nom de la marque Chanel utilise le nom de famille de sa crà ©atrice Coco Chanel. La marque Louis Vuitton a pris entià ¨rement le nom de son crà ©ateur Louis Vuitton. Cest le mà ªme cas pour Christian Dior, Hermà ¨s. Catherine Veillà ©, directeur Gà ©nà ©ral Ipsos Insight Marques, a dit que  «Dans le luxe, les noms de marques doivent venir rà ©veiller là ©go de la marque. Il faut savoir puiser et retraduire par sa sà ©mantique, cette relation fusionnelle qui existe entre la marque et le client du luxe. Cest ainsi que les noms de marques de luxe se diffà ©rencient de celles du mass-premium  ».[42] Comme le nom dune marque reflà ¨te son identità ©, il faut à ªtre trà ¨s prudent face à   un changement de nom de la marque, surtout pour un nom qui a pris racine dans la mà ©moire collective, parce quil risque de perdre son originalità ©, sa notorià ©tà © et son identità © au cours de ce changement. * Logos Le Logo est une faà §on particulià ¨re de dà ©crire une marque. Elle est lidentità © visuelle de la marque, une reprà ©sentation de la faà §on dont la marque sexprime graphiquement  «Les logos sont les blasons des temps modernes une combinaison de lettres ou de signes, une image, un idà ©ogramme, ou un groupe dà ©là ©ments graphiques ».[43] La prise en compte des spà ©cificità ©s locales des logos est un facteur important, comme les perceptions varient beaucoup dans les pays diffà ©rents. Au japon, les logos sont mieux acceptà ©es par rapport les europà ©ennes et les amà ©ricaine.  «Si une majorità © deuropà ©ens refusent de porter une cravate arborant lacronyme dune marque, cela ne pose pas de problà ¨me aux amà ©ricaines, et une telle pratique pourrait bien devenir une và ©ritable mode au Japon », [44]dite Franà §oise Montenay dans son ouvrage  «luxe oblige ».  «La marque Louis Vuitton, par exemple, propose à   sa clientà ¨le japonaise des sacs fortement «monogrammà ©s »; pour les consommateurs europà ©ens, la marque propose un tissu dans les mà ªme couleurs, mais avec un motif damier, ou bien des cuirs à ©pi ou taà ¯ga, ou le monogramme napparait quà ©pisodiquement »[45]. 2.3 Les paradoxes du luxe Comme on en a dà ©jà   parlà © dans le premier chapitre, les produits de luxe se distinguent des produits de masse, et possà ¨dent leurs propres caractà ¨res: ils sont rares, superflus, prà ©cieux, chers, haut de gamme, originals, prestigieux, somptueux, parfaits, etc. Le luxe est donc un secteur pas comme les autres! La question quon se pose est: est-ce quon peut manager une marque de luxe en utilisant les rà ¨gles traditionnelles qui sappliquent pour les produits de consommation de masse? Jean Noel Kapferer donne sa rà ©ponse dans son ouvrage  «luxe oblige »:  «Non. Pour manager la marque de luxe, il faut oublier nombre de lois du marketing. Celles-ci sappliquent bien aux marques, y compris premium, et mà ªme au  «trading up », [46]mais pas au luxe ». Donc à   partir de sa rà ©ponse, on voit que les rà ¨gles traditionnelles ne marchent pas pour des produits de luxe, et les rà ¨gles pour le luxe sont au contraire ceux du marketing traditionnel. Noel Kapferer nomme les stratà ©gies du luxe  «les rà ¨gles anti-lois »[47]. Comme on a parlà © dans le chapitre avant que le luxe se banalise considà ©rablement ces dernià ¨res annà ©es, et les produits de luxe sont accessibles aux plus grand nombre.  «On pourrait croire quen se dà ©mocratisant le marchà © du luxe a perdu de sa spà ©cificità © et que, ce faisant, son marketing ne se distingue plus guà ¨re du marketing des produits et services de grande consommation ».[48] Malgrà © la dà ©mocratisation des produits de luxe, le marketing de luxe a un caractà ¨re profondà ©ment paradoxal. On va ensuit analyser les cinq principaux paradoxes du marketing dans le marchà © du luxe que Bernard Dubois a identifià ©[49]. * Le paradoxe de la demande Dans le marketing traditionnel, Selon B. Dubois,  «on peut sinterroger sur lexistence de deux marchà ©s du luxe, lun investi de reprà ©sentations et de symboles dans lesquels les marques constituent autant de signes du paraà ®tre ; lautre fait dauthenticità © et de recherche dabsolu oà ¹ les remarques fournissent des repà ¨res dexcellence[50] » * Le paradoxe du produit Dans le marketing classique, avant de lancer un produit, on effectue une à ©tude de marchà © pour comprendre les besoins et les attentes des consommateurs, puis on crà ©e ou on à ©labore un produit qui doit leur correspondre. Cest comme la naissance du micro-ondes qui est en partie en raison du fait quaujourdhui les femmes ont peu de temps pour faire la cuisine, donc on a inventà © t appareil pour gagner du temps pour prà ©parer le repas et donc rà ©pondre à   cette demande prà ©cise. Cest la conception quon lappelle  «produit-rà ©ponse » Paradoxalement, cette conception de  «produit rà ©ponse » semble ne pas sappliquer au luxe.  «Le marketing du luxe est un marketing de proposition, oà ¹ linitiative est toujours dans le camp du crà ©ateur »[51]. Par exemple, pour un client dun habit de haute couture de Chanel, elle a nullement envie que Coco chanel lui demande comment cet habit doit à ªtre. Au contraire,  «Elle achà ¨te le gà ©nie du couturier et ne demande quà   à ªtre sà ©duite et à ©blouie »[52]. Les consommateurs achà ¨tent du luxe pour se faire plaisir, montrer sa rà ©ussite et rà ©aliser ses rà ªves, au lieu de satisfaire un besoin particulier. Prenons le sac de Louis Vuitton par exemple, on peut surement trouver un sac avec exactement la mà ªme fonction et la mà ªme capacità ©. Cela veut dire que le sac en lui-mà ªme ne possà ¨de aucun avantage supplà ©mentaire pratique mais sa possesseurs obtient un certains prestiges que seul ce sac peut procurer. Donc pour les consommateurs, le grand plaisir et la satisfaction que le sac de Louis Vuitton leur donne est bien supà ©rieur que celui procurà © par un sac sans marque, malgrà © la mà ªme capacità © à   terme de fonction. Donc cest pourquoi dans le luxe, il est primordial danalyser la satisfaction et le besoin du cà ´tà © symbolique et psychologique des consommateurs, daprà ¨s Dubois. Cependant, malgrà © tout, il est important pour le luxe à   à ©tudier le marchà ©, parce qu «elles seront simplement plus confirmatoires quexploratoires, centrà ©es non sur les attentes, mais sur les rà ©actions et prà ©fà ©rences du marchà ©[53] ». * Le paradoxe du prix Dans le marketing traditionnel, pour le produit hors du luxe, la structure de prix est à   la base de coà »t, et lintensità © des concurrences prà ©sentes sur le marchà ©. Nà ©anmoins, dans le monde du luxe, selon Dubois, le prix de vente est essentiellement dà ©terminà © par la  «valeur imaginaire », malgrà © que ces deux à ©là ©ments ci-dessous soient pris en compte aussi. Pour un produit de luxe, là ©cart entre le coà »t des matià ¨res premià ¨res et le prix de vente est considà ©rable. Quand à   la concurrence, cet à ©là ©ment semble moins prà ©pondà ©rant. Daprà ¨s Michel Chevalier,  «dans le luxe, il ny a que de lunique, mais pas dexpression dun avantage par rapport à   un concurrent », donc la notion d «avantage concurrentiel » nexiste pas dans le luxe. Chaque marque a son propre identità ©, et son consommateur identifie la marque par rapport à   cette identità ©. Un produit de luxe ne se fait rà ©fà ©rence quà   lui-mà ªme, et il na pas besoin de comparer le prix avec ces concurrents. Comme Chevalier a dit que  «le luxe est superlatif et non comparatif. Il est prà ©fà ¨re à ªtre fidà ©lità © à   une identità © que se soucier toujours dune supà ©riorità © par rapport à   un concurrent »[54]. Par exemple, un client qui achà ¨te un parfum de Coco Chanel, ne va pas comparer avec les autres marques de parfum e t sans vraiment chercher à   savoir ce qui est mieux ou moins bien, parce que ce quelle achà ¨te, cest lidentità © de la marque; il parait impossible de comparer une robe de Dior avec une robe de HM.  «Dans le luxe, on crà ©e dabord un produit, puis on voit à   quel prix on peut le vendre, ce prix à ©tant dautant plus à ©levà © que le client perà §oit cette offre comme du luxe »[55], dit Chevalier. * Le paradoxe de la distribution Isabelle Barbà ©ris dans son article  « les nouveaux paradoxes du luxe » a dit que  «un paradoxe de la distribution, qui nous renvoie au dà ©sir à ©galement paradoxal dà ©chapper à   la distribution grand public tout en prà ©servant une accessibilità © du produits[56] » Pour les produits de la grande consommation, pour rà ©ussir leurs ventes, ils doivent facilement à ªtre accessibles aux consommateurs, et donc la force de leurs rà ©seaux de distribution provient de la taille et du nombre de points de vente. On à ©value souvent le succà ¨s du lancement dun produit en reprenant le nombre de points de ventes qui ont acceptà © de les vendre. Dans le domaine de luxe, la situation est bien diffà ©rente. Une diffusion trop importante dun produit de luxe baisse la raretà © de ce dernier et nuit à   limage de la marque, qui sont des à ©là ©ments clà © des dà ©cisions dachat des consommateurs.  «La distribution doit gà ©rer la raretà ©Ã‚ », dit Jean-Noel Kapferer dans son ouvrage «luxe oblige ». Cest pourquoi les grandes maisons de luxe choisissent la distribution sà ©lective,  «qui devient le meilleur moyen de contrà ´ler la commercialisation de la gamme de produits au niveau de chaque point de vente »[57]. Louis Vuitton dà ©veloppe un rà ©seau entier de boutiques exclusives, celui lui permet aussi de gà ©rer la relation entre lui et ses clients. * Le paradoxe de la communication La communication dune marque auprà ¨s de ses consommateurs est un facteur clà © pour rà ©ussir. Dans le marketing traditionnel, plus on communique sur la marque, plus il est connu, et plus il sera vendu. Dans le domaine du