The Bible among the Myths

The Bible among the Myths Introduction John N. Oswalt, the author of the book â€Å"The Bible among the Myths† and he introduces his book by a comparison of the Old Testament, beliefs, and acculturation. John as well explains a great theoretical division while judging the Old Testament against its equals.Advertising We will write a custom book review sample on The Bible among the Myths specifically for you for only $16.05 $11/page Learn More Some of the differences that Oswalt notes include â€Å"essence† and â€Å"adversity†. When an individual speaks concerning the essence of a given entity, the individual is citing the things that compose its practical details.1 Adversities, on the other hand, refer to things that are purely accidental and do not essentially describe the entity. John Oswalt brings the reader into the perception of myth. With the admission that intellectuals vary intensely on a particular description, John affirms that this aspect is not suppos ed to deter the person from searching for an excellent description of the word. With the aim describing the word, John Oswalt lists four fundamental features of a myth. To start with, one of the features is that people possess slight or no intrinsic worth. Another feature is virtual lack of concern in historical researches. Thirdly, is the carrying out of magical and association with occultism and lastly is the denial of accountability for individual activities. In the last section of the introduction, John maintains that theological assertions are indivisible from historical assertions. Reliability of the theological concerns depends on the reliability of the historical assertions. Should the historical assertions be actually bogus, then no acceptance should be accorded to the theological assertions.Advertising Looking for book review on religion theology? Let's see if we can help you! Get your first paper with 15% OFF Learn More Nevertheless, if the histor ical assertions are in line with the known, then the person who reads the bible must take the theological assertions critically. Chapter One The initial chapter of this book handles the bible with respect to its setting and the role it plays in the community at large. John affirms that there exists numerous of its roles with regard to the manner in which the Western world perceives certainty, with the Bible acting as the greatest contributor. The Greek people initiated a form of thinking that bore weighty influence on the community. Some of their most noteworthy roles include the conviction in the â€Å"universe† rather than a â€Å"polyverse†, plain cause and effect, and non-inconsistency.2 The Hebrew individuals were as well distinctive in their worldview and the impact was almost the same. Their belief was in the existence of just one God, the creator of the universe. God is separately existent from the creation. He found it necessary for Him and His testament to be identified by human beings. Moreover, God awards and reprimands individuals after going against His will. Both Hebrews and Greeks shared common thinking patterns concerning certainty in numerous approaches. The intellectual thinking of the Greeks coalesced with the monotheism, which was embraced by the Hebrews. The conviction of the Greek people concerning the law of non-inconsistency merged with the conviction of the Hebrew people concerning the existence of God as detached and different from creation.Advertising We will write a custom book review sample on The Bible among the Myths specifically for you for only $16.05 $11/page Learn More John raises the controversy that sense was not fully established until after individuals came to the realization that God was not just the creator, but as well totally different from the creation. In spite of the presently supported convictions of the dominance of sense and science with the exception of religion, John af firms that sense and science brings about self-annihilation.3 Devoid of the inspiring creator of the universe to guide the ways of humanity, individuals just appear to serve themselves. John applies Hiroshima and Buchenwald campsite as instances of the accomplishments of people without the influence of God. Chapter Two In chapter two, John tries to come up with an applicable description for myth. Prior to the description of myth, John re-examines the idea that intellectuals have wandered from the perception that the Bible is distinctive from other publications, religions, and cultures of Ancient Near East. From the 1960s, intellectuals have been affirming that the features of the Bible and its current conviction systems have universal resistance grounds although the information employed in backing these grounds has stayed unchanged. The author desires using the suitable categorization to the Bible. Particularly, he deals with the concern of whether the Bible could be perceived as my th or not. In a bid to respond suitably to such issue, an individual must reflect on the numerous descriptions created currently by intellectuals. John names these descriptions and discusses his reasons for deeming them insufficient.4 A particular group of descriptions lies in the historical-philosophical class. The initial description of myth in this class is the etymological description. The weight here is placed on the fallacy of the deity or incident.Advertising Looking for book review on religion theology? Let's see if we can help you! Get your first paper with 15% OFF Learn More The second description is the sociological-theological description. As per this description, the reality is deemed virtual and something is regarded as truth when other people have first deemed it as truth. The last description is the literary description. Under this description, the incidents are not viewed as correct or incorrect.5 Rather, the narrative utilizes intense application of symbolism to convey its implication. The numerous descriptions of myth bear a common item at their central point, viz. they all support the idea of continuity. According to continuity, not all items are associated with each other, although they are each other in one way or another. John employs the case of an individual as â€Å"with a tree†. In accordance with continuity, the person is not only symbolically the one having the tree, but the person is a section of the quintessence of the tree and the tree is similarly a section of the quintessence of the person. Chapter Three The third chapter mainly focuses on continuity. The main thing that myths bear in common at their central point is the existence of continuity. The manner of thinking with respect to continuity perceives all items as a section of each other in a number of ways. Some three vital strengths (humankind, the natural world, and divinity) are present on a spherical scale where they all bear substantial and indefinite overlie. John affirms that the effects of a worldview like that are extensive.6 A major consequence is the highlight of searching for indications in nature. Endeavors are carried out at presenting truth from climatic samples such as epidemics, fire, droughts, and heavenly bodies. A different consequence is the application of magic to sway and have an impact on the universe. The final instance from the list of consequences of continuity encompasses the appeal of people on fertility. John applies the instance of the way sexuality is vital to the people’s lives presently based on the conseq uence of continuity. In conclusion, John tackles his perception of the common characteristics of myth bluntly. Except for a few exclusions, all myths have in common that there exists several gods.7 Additionally, myths share the conviction of the application of representations and signs to interrelate with the godly and nature. The gods are regarded lowly and are perceived to be imperfect things. The explanations on creation entail some kind of major argument with the intention of resulting into the cosmos. Lastly, myths share low natural worth set on humankind, which originates from the conviction that there exists no measure of ethics. Chapter Four In the fourth chapter, John opts to discuss features of the Bible. In this regard, he tackles the subject of transcendence where deity (existing separate from the universe) decisively interrelates with cosmos in an intense and supernatural manner. John offers the reader an all-inclusive list of a number of common features. Among the most apparent features of the Bible is monotheism, which delineates Christianity from other religions.8 Aside from the religions that owe their origin to the Bible, roughly every other religion revered more than one god. A major different feature was the conviction of the pre-existence of God. There is not a thing in the universe that was present before God. All things that exist are thus compliant to God who created them all. Most of the creation explanations of myth entail divine being(s) controlling matter in a number of ways with the intention of shaping the universe, as it currently exists. According to the Bible, God created all things from nothing.9 The Bible ranks humankind highly, which is another feature that outlines biblical notion unlike in other religious convictions. This declaration adds up when a human being takes the words of the Bible from Genesis chapter 1 and verse 27, which affirms that God made humans in His likeness. Human beings bear natural worth, they were the climax of the creation of God and were charged with authority over it.10 Different features that outline the biblical worldview unlike other world perceptions is the conviction of God as supra sexual, the forbiddance against magical performances, and the ethical regulations that God commands people to obey. Transcendence could be regarded as the basic standard amid the major features of biblical conception. Chapter Five In this chapter, John carries on the suggestion that the Bible should not fall in the class of myths. John goes into details with the subject of ethics. Two outlines of ethics were supported by the non-biblical world perceptions in the Ancient Near East. One of the outlines tackled the manner in which individuals interrelated with one another.11 The second outline of ethics tackled the way individuals acted upon the divine beings. According to the Bible, ethical conduct was set by God, and thus not subject to the urges of change by the society. Other unique characte ristics of the biblical ethics encompass a single lay down of ethics, universal relevance of the ethical systems, and criticism against others, which were deemed an evil doing towards God. John discusses a number of resemblances involving both Israelites and non-Israelites. Even being alike, John reiterates his conviction that these sections are accidental and not necessary to the fundamental uniqueness of those individuals. Chapter Six Similar to the description of myth, history denotes another expression that has been described in a different way by numerous intellectuals. Even as the description of myth is somewhat controversial, the descriptions of history are not as diverse. John employs Webster’s New World Dictionary of the American Language in a bid to acquire descriptions that he sees as a depiction of the accord. During the early times, there were numerous and different kinds of writings that provided intellectuals with the awareness into the existence of humanity. W hile frequently helpful in the comprehension of cultures of ancient times, John affirms that the majority of their writings are not as per the description of the history. The numerous kinds of non-biblical writings entail omens, king lists, and date formulae just to mention a few.12 Omens try to apply representations from nature to establish the line of action that a leader must follow. King lists encompass descendants of considerable individuals, but frequently highly overstate the information. The date formulae comprises of a list of major occasions in the progression of a community, but fails to connect the occasions in a manner that provides individuals a profound understanding of the culture. Other kinds of non-biblical writings fail to satisfy accurately the state of history due to overstatements and highlights on a person over groups of individuals among other reasons. The people who existed in the ancient times did not employ historic writings. John outlines a number of caus es for this trend. The individuals of ancient times failed to see the significance of writing information for the gain of others because they were only caring of the present situation. A different cause for their failure to make use of historic writing was due to their self-seeking perspective. They were not concerned with removing themselves from current conditions while writing concerning occasions due to the creation of intensely biased descriptions. Additionally, they believed in numerous foundations when simple foundations were adequate, backed by the conviction that they would not have power over their destinies and cared more regarding sustaining order. Nevertheless, the Bible is distinctive in its dealing with historical occasions. It tackles human beings as actual mortal persons.13 The authors incorporated imperfections in their descriptions while non-biblical authors could not reveal the same. For instance, the account of David and the way he sexually sinned prior to a kil ling to conceal the crime/sin. The highlights of people affiliations and selections are as well instances of things that result into the distinctiveness of the Bible and its portrayal of history. Chapter Seven and Chapter Eight The author tackles a number of alarms that are raised in opposition to the Bible regarding its historical authenticity. A number of these issues regard its disclosure, supernatural occurrences, and if Israel was distinctive in these sections.14 The author exposes the manner in which the supernaturally exposure of God to the humankind by Himself resulted into the Israelites ascertaining that they were cautious in guaranteeing that they were perfect in their scripts. Oswalt gives an explanation in the eighth chapter that is significant in the comprehension that the Bible is a historically perfect text. John arrived at the notion of the perfectness of the Bible to some extent earlier in the script, but develops it in the eighth chapter. It is significant to unde rstand the entire Bible is historical. Pertaining to the poetry books, the prophetic books and other books in the Old Testament, they disclose the historical standpoint of the Bible. These sections depict individuals and stretch out their connections with each other, cautious not to marginalize flaws, imperfections, and indecencies. John brings the reader to a greatly shaded perspective of history and divides the description. The wrapping up of this part verifies history in the Bible to be undividable from theology therein. It is from theological convictions that historical occurrences sprout. John employs a perfect instance in the resurrection of Jesus to back this ending. In the book of Corinthians, Paul declares that the conviction of a person cannot survive devoid of historical conviction in Christ’s resurrection.15 Chapters Nine and Ten Chapter 9 tackles a number of alternative perspectives regarding the biblical description as it currently exists. The primary condemnati on is by John Seters and the manner in which he stated that Jewish priests changed the biblical writings probably to suit their needs following the expatriation of Babylon.16 A different condemnation is by Frank Cross in insisting that the Bible is utilized as heroic poetry, but was modified at a particular point to the condition of the Old Testament. The third condemnation by William Dever involves his conviction that the faith structures of Israelites were equivalent to the faith structures of the Canaanites. Additionally, he declares that Christian intellectuals have paid no attention to distinct realities all through history and have instead opted to smear an incorrect description of the traditional Israel. Lastly, John Oswalt discusses Mark Smith and the way he portrays that the beliefs of Israelites originated from the polytheistic convictions of the Canaanites.17 In conclusion, John Oswalt sums up his book in the tenth chapter and essentially reaffirms his major points from t he earlier chapters. The main theme that Oswalt highlights is the one of the dissimilarity between biblical and non-biblical perspectives of truth. The biblical perspective is based on the transcendence whereas the non-biblical perspective is based on continuity. Bibliography Oswalt John. The Bible among the Myths. Grand Rapids, MI: Zondervan, 2009. Footnotes 1 John Oswalt, The Bible Among the Myths (Grand Rapids, MI: Zondervan, 2009), 11-12. 2 Ibid, 21-23. 3 Ibid, 24-27. 4 Ibid, 29-34. 5 Ibid, 35-43. 6 Ibid, 48-53. 7 Ibid, 54-61. 8 Ibid, 64-70. 9 Ibid, 71-78. 10 Ibid, 79-82. 11 Ibid, 85-107. 12 Ibid, 112-120. 13 Ibid, 121-127. 14 Ibid, 138-157. 15 Ibid, 158-170. 16 Ibid, 172-176. 17 Ibid, 177-185.

General George Washington in the American Revolution

General George Washington in the American Revolution Born February 22, 1732, along Popes Creek in Virginia, George Washington was the son of Augustine and Mary Washington. A successful tobacco planter, Augustine also became involved in several mining ventures and served as Justice of the Westmoreland County Court. Beginning at a young age, George Washington began spending most of his time at Ferry Farm near Fredericksburg, VA. One of several children, Washington lost his father at age eleven. As a result, he attended school locally and was taught by tutors rather than following his older brothers to England to enroll at the Appleby School. Leaving school at fifteen, Washington considered a career in the Royal Navy but was blocked by his mother. In 1748, Washington developed an interest in surveying and later obtained his license from the College of William and Mary. A year later, Washington used his familys connections to the powerful Fairfax clan to obtain the position of surveyor of newly-formed Culpeper County. This proved a lucrative post and allowed him to begin buying land in the Shenandoah Valley. The early years of Washingtons work also saw him employed by the Ohio Company to survey land in western Virginia. His career was also aided by his half-brother Lawrence who commanded the Virginia militia. Using these ties, the 62 Washington came to the attention of Lieutenant Governor Robert Dinwiddie. Following Lawrences death in 1752, Washington was made a major in the militia by Dinwiddie and assigned as one of four district adjutants. French Indian War In 1753, French forces began moving into the Ohio Country which was claimed by Virginia and the other English colonies. Responding to these incursions, Dinwiddie dispatched Washington north with a letter instructing the French to depart. Meeting with key Native American leaders en route, Washington delivered the letter to Fort Le Boeuf that December. Receiving the Virginian, the French commander,  Jacques Legardeur de Saint-Pierre, announced that his forces would not withdraw. Returning to Virginia, Washingtons journal from the expedition was published on Dinwiddies order and helped him gain recognition throughout the colony. A year later, Washington was placed command of a construction party and sent north to aid in building a fort at the Forks of the Ohio. Assisted by the Mingo chief Half-King, Washington moved through the wilderness. Along the way, he learned that a large French force was already at the forks constructing Fort Duquesne. Establishing a base camp at Great Meadows, Washington attacked a French scouting party led by Ensign Joseph Coulon de Jumonville, at the Battle of Jumonville Glen on May 28, 1754. This attack prompted a response and a large French force moved south to deal with Washington. Constructing Fort Necessity, Washington was reinforced as he prepared to meet this new threat.   In the resulting Battle of Great Meadows on July 3, his command was beaten and ultimately forced to surrender. Following the defeat, Washington and his men were permitted to return to Virginia. These engagements began the French Indian War and led to the arrival of additional British troops in Virginia. In 1755, Washington joined Major General Edward Braddocks advance on Fort Duquesne as a volunteer aide to the general.   In this role, he was present when Braddock was badly defeated and killed at the Battle of the Monongahela that July. Despite the failure of the campaign, Washington performed well during the battle and worked tirelessly to rally British and colonial forces.   In recognition of this, he received command of the Virginia Regiment. In this role, he proved a strict officer and trainer. Leading the regiment, he vigorously defended the frontier against the Native Americans and later took part in the Forbes Expedition which captured Fort Duquesne in 1758. Peacetime In 1758, Washington resigned his commission and retired from the regiment. Returning to private life, he married the wealthy widow Martha Dandridge Custis on January 6, 1759, and took up residence at Mount Vernon, a plantation he had inherited from Lawrence. With his newly obtained means, Washington began expanding his real estate holdings and greatly expanded the plantation. This also saw him diversify its operations to include milling, fishing, textiles, and distilling. Though he never had children of his own, he aided in raising Marthas son and daughter from her previous marriage. As one of the colonys wealthiest men, Washington began serving in the House of Burgesses in 1758. Moving to Revolution Over the next decade, Washington grew his business interests and influence. Though he disliked the 1765 Stamp Act, he did not begin publicly opposing British taxes until 1769 when he organized a boycott in response to the Townshend Acts. With the introduction of the Intolerable Acts following the 1774 Boston Tea Party, Washington commented that the legislation was an invasion of our rights and privileges. As the situation with Britain deteriorated, he chaired the meeting at which the Fairfax Resolves were passed and was selected to represent Virginia at the First Continental Congress. With the Battles of Lexington Concord in April 1775 and the beginning of the American Revolution, Washington began attending meetings of the Second Continental Congress in his military uniform. Leading the Army With the Siege of Boston ongoing, Congress formed the Continental Army on June 14, 1775. Due to his experience, prestige, and Virginia roots, Washington was nominated as commander in chief by John Adams. Accepting reluctantly, he rode north to take command. Arriving at Cambridge, MA, he found the army badly disorganized and lacking supplies. Establishing his headquarters at the Benjamin Wadsworth House, he worked to organize his men, obtain needed munitions, and improve the fortifications around Boston. He also dispatched Colonel Henry Knox to Fort Ticonderoga to bring the installations guns to Boston. In a massive effort, Knox completed this mission and Washington was able to emplace these guns on Dorchester Heights in March 1776. This action forced the British to abandon the city.  Ã‚   Keeping an Army Together Recognizing that New York would likely be the next British target, Washington moved south in 1776. Opposed by General William Howe and Vice Admiral Richard Howe, Washington was forced from the city after being flanked and defeated at Long Island in August. In the wake of the defeat, his army narrowly escaped back to Manhattan from its fortifications in Brooklyn. Though he won a victory at Harlem Heights, a string of defeats, including at White Plains, saw Washington driven north then west across New Jersey. Crossing the Delaware, Washingtons situation was desperate as his army was badly reduced and enlistments were expiring. Needing a victory to bolster spirits, Washington conducted a daring attack on Trenton on Christmas night. Moving Towards Victory Capturing the towns Hessian garrison, Washington followed up this triumph with a victory at Princeton a few days later before entering winter quarters. Rebuilding the army through 1777, Washington marched south to block British efforts against the American capital of Philadelphia. Meeting Howe on September 11, he again flanked and beaten at the Battle of Brandywine. The city fell shortly after the fighting. Seeking to turn the tide, Washington mounted a counterattack in October but was narrowly defeated at Germantown. Withdrawing to Valley Forge for the winter, Washington embarked on a massive training program which was overseen by Baron Von Steuben. During this period, he was forced to endure intrigues such as the Conway Cabal, in which officers sought to have him removed and replaced with Major General Horatio Gates. Emerging from Valley Forge, Washington began a pursuit of the British as they withdrew to New York. Attacking at the Battle of Monmouth, the Americans fought the British to a standstill. The fighting saw Washington at the front working tirelessly to rally his men. Pursuing the British, Washington settled into a loose siege of New York as the focus of the fighting shifted to the southern colonies. As commander in chief, Washington worked to direct operations on the other fronts from his headquarters. Joined by French forces in 1781, Washington moved south and besieged Lieutenant General Lord Charles Cornwallis at Yorktown. Receiving the British surrender on October 19, the battle effectively ended the war. Returning to New York, Washington endured another year of struggling to keep the army together amid a lack of funds and supplies. Later Life With the Treaty of Paris in 1783, the war came to an end. Though immensely popular and in position to become a dictator if he desired, Washington resigned his commission at Annapolis, MD on December 23, 1783, confirming the precedent of civilian authority over the military. In later years, Washington would serve as president of the Constitutional Convention and as the first President of the United States. As a military man, Washingtons true value came as an inspirational leader who proved capable of keeping the army together and maintaining resistance during the darkest days of the conflict. A key symbol of the American Revolution, Washingtons ability command respect was only surpassed by his willingness to cede power back to the people. When he learned of Washingtons resignation, King George III stated: If he does that, he will be the greatest man in the world.

Cultural communication Essay Example | Topics and Well Written Essays - 750 words - 1

Cultural communication - Essay Example According to the Teamsterville’s code of communication that is code of honor, the people of the society communicate on the basis of their social roles. For them, the social meaning is related to their social positions. The male and female members of the society have to use their code of honor in order to continue with a relationship or to communicate. For them, social meaning is concerned with cultural communication. They use cultural codes to indicate their part in society. According to Nacirema’s code of communication that is code of dignity, the people of the society communicate on the basis of their self-growth. For them, the social meaning is related to their own self. They consider the society as secondary and their own self as primary. They employ code of dignity that states that an individual is important and should be given full opportunity to grow for his/her own self. For them, social meaning is related to self- growth. They give too much importance to communication as close, supportive and flexible and in case of lack of communication, they consider the situation as problematic. For them social meaning is related to closeness, supportiveness and flexibility in communication. Cultural codes play a crucial role in our lives and they help us to identify ourselves and our society. Every culture has some patterns and believes and people tend to be different with their respective cultures. The ethnographic definition of culture can be a shared set of values identified by all members of the society. Culture of a society or individuals can be revealed by means of communication. Communication is very significant in the identification of cultural roles of a person. In communication, we inform other people about our cultural codes. For every person of society, there is some rule of communication according to which, he or she communicates with the rest of the people of the society. In Speaking Culturally by

The effects of alcohol drinking Essay Example | Topics and Well Written Essays - 750 words

The effects of alcohol drinking - Essay Example This paper will elaborate on the noxious effects of drinking on physical health, mental and psychological well-being and education that later lead to adverse consequences to society as a whole. Effects of Drinking It should be pointed out that alcohol drinking among youths has increased tremendously in last 15 – 20 years primarily due to peer influence, excessive drinking of family members, portrayal of exaggerated images of fortitude / bravery of actors in movies, continuous persuasive and reminder advertising of alcohol beverages. Kremer and Levy (2008) have highlighted that frequent / occasional alcohol drinking is common among students who share similar rooms with other alcohol drinkers. Nevertheless, the academic performance of such drinkers is significantly lower in comparison to non-drinkers. Usually, students end up with poor grades and low CGPAs as an outcome of their drinking habit (addiction to alcohol). Drinkers are found addicted to life-threatening drugs and narc otics. The second most dangerous effect of alcohol drinking on youths is behavioral misconduct and aggravation of thinking and understanding abilities (Snyder et al, 2006). ... As a result, unwanted pregnancies and sexually transmitted diseases take place, which negatively affects health of male and female students. For instance, the situation becomes grave when male students get indulged in sexual harassment, ‘dating violence’ and physical abuse to their female counterparts, which then lead to disciplinary violations and lack of harmony within premises of educational institutions (Miller et al, 2006). Other serious behavioral issues with youth drinkers include carelessness / recklessness / wildness in driving and aggressive moves towards other students; the outcomes of which are nothing but grisly accidents (life-long disabilities and financial losses) and unnecessary (baseless and avoidable) combats between / among rival individuals / groups. The worst outcomes of frequent alcohol drinking (especially the case with addicts) include lack of emotional stability / control and obvious personality weaknesses, which then leads to ‘suicides an d homicides’ as highlighted by Duncan et al (2005). For instance, emotionally unstable (and drunk) youths when become hopeless at a certain point in their life then they commit suicides, thereby considering any unfavorable outcomes and events as an end of the world. Similarly, when drunk youths are unable to satisfy themselves through aggression and physically torture towards their rivals, they select homicide as an appropriate option and assassinate their enemies. Conclusion I would now like to end up this analysis by summarizing the facts that alcohol drinking is not only detrimental for a drinker’s mental and physical health but also may lead to conflicts among people, suicides and murders. Society, as a whole, is affected because emotionally

Finding a New Advertising Agency Essay Example for Free

Finding a New Advertising Agency Essay It started with a pair of certified letters to MINI USA’s Woodcliff Lake headquarters in northern New Jersey in the summer of 2005. One of the letters was addressed to Jim McDowell, vice president and managing director of MINI USA, the U.S. division of BMW’s MINI automobile brand. The other letter was to Trudy Hardy, marketing manager for MINI USA and a direct report to McDowell. Both letters were from Scheid, Roberts, and Reicher (SRR),1 MINI’s advertising agency since 2001, and both arrived at their respective destinations at almost exactly the same time. From her desk, which was not in the immediate proximity of McDowell’s office, Hardy sat back in her chair and opened the letter without the knowledge that McDowell had just received a similar letter. Her thoughts and feelings as she broke the seal of the envelope and read the one-page letter partly confirmed previous suspicions but, nevertheless, included a sense of great disappointment and some hurt feelings. A rare event in the client-advertising agency relationship, SRR’s letter informed Hardy that they would resign the MINI account in order to pursue a larger account with a competing German automobile manufacturer. For Hardy, it was during the next few moments that the gravity of the event began to sink in. SRR had been the ad agency for MINI ever since the months leading up to the U.S. launch of the new MINI Cooper, which was the first new car launched by the MINI brand since its acquisition by BMW several years earlier. In a time when the duration of a client-advertising agency relationship typically lasted for just about two years, the collaboration with SRR had been in her mind a productive one for almost five years. And in the same way that she believed the relationship had been extremely valuable  to MINI, it was also hard for Hardy to believe that the same did not hold true for SRR as well. In 2001, the MINI account stood as one of the first major SRR client wins when it was a start-up agency with fewer than 50 employees. SRR had now grown to more than 300 employees, and the launch of the MINI Cooper was an unquestioned success. In some ways, MINI and SRR had grown up together. 1 Although this case is based on actual events, Scheid, Roberts, and Reicher (SRR) is a fictional name for MINI USA’s advertising agency from 2001 to 2005. For simplicity, hereinafter, MINI is used as opposed to MINI USA. 2 The BMW Group maintained a general rule that each BMW brand have its own advertising agency. For example, SRR could not work for BMW and MINI at the same time. ________________________________________________________________________________________________________________ Professor David Godes prepared this case with the assistance of Research Associate Peter Wickersham. HBS cases are developed solely as the basis for class discussion. Cases are not intended to serve as endorsements, sources of primary data, or illustrations of effective or ineffective management. Copyright  © 2007, 2008 President and Fellows of Harvard College. To order copies or request permission to reproduce materials, call 1-800-5457685, write Harvard Business School Publishing, Boston, MA 02163, or go to http://www.hbsp.harvard.edu. No part of this publication may be reproduced, stored in a retrieval system, used in a spreadsheet, or transmitted in any form or by any means—electronic, mechanical, photocopying, recording, or otherwise—without the permission of Harvard Business School. Hardy began to think of the task before her. In one sense, if she were the marketing manager for almost any other product, the selection of a new advertising agency might not have been such a critical task. But the MINI brand, in almost every respect, was unique—from the design of the car itself to the passionate owners of the car who, for example, often named their MINI Cooper as they would a pet or family member. MINI’s advertising since the launch of the Cooper had been highly unconventional, and although she had no immediate ideas of how to proceed in finding a new agency, Hardy knew that  the selection process would need to be just as unique. The BMW Group and MINI Mini History We went round the works, and I drove him at a hell of a speed—I’m sure he was terrified—but then he was so impressed by its road holding. We stopped outside his office. He got out of the car and he said, â€Å"Go ahead and make it.† — Alec Issigonis, head of design for the Morris Mini Minor (a.k.a, the Mini), conversation with Leonard Lord, chairman of British Motor Corporation (BMC), 19583 The twentieth century witnessed the creation of scores of automobiles, but it can be argued that only a handful of these cars transcended the others to become cultural icons. For some car enthusiasts, the short list of such cars might have included the likes of the Ford Model T or Volkswagen Beetle. For those living in the United Kingdom and Europe in the 40 years between 1959 and the end of the century, the Mini Minor and its descendants, including the original Mini Cooper, would almost certainly have been counted among them. The genesis for what was to become the Mini was attributed to Leonard Lord in response to the nationalization of the Suez Canal by Egypt in September 1956. Since it was thought this action might disrupt or restrict the shipment of oil from the Middle East, Lord commissioned Alec Issigonis to design a small car intended for those seeking frugal transport. The design requirements were few and simple: the ability to seat four people, use of a BMC engine, and an overall size smaller than that of current BMC cars. Issigonis formed a team of eight designers and engineers. In one of their first meetings together, Issigonis placed four wooden chairs on the workshop floor in two rows of two and asked four of his team members to sit in them. They then shuffled the chairs around on the floor until each could sit comfortably in a minimum of space. The rough dimensions were captured in chalk on the workshop floor; the passenger space required was to be at least 8 feet 9 inches long, Purchased for use on the MSc International Marketing, at Kings College London, Department of Management. Taught by Douglas West, from 12-Jan-2015 to 27-Mar-2015. Order ref F240566. Usage permitted only within these parameters otherwise contact [emailprotected] â€Å"Well, I guess they’re off to greener pastures,† he said in a matter-of-fact tone. After talking some more about the resignation, they soon turned their attention to finding a new partner. â€Å"Listen, I have total confidence in you to find our next agency,† McDowell assured Hardy. â€Å"It won’t be easy, but you know our brand better than anyone. The only catch is that we should probably have this nailed down before the end of the year, which means early December. Let’s talk more once you have an idea of where you’d like to take the search.† With those words, McDowell left Hardy’s office. In addition to its small size (and in some cases because of it), the design of the Mini contained several other notable innovations. It was one of the first front-wheel-drive cars, and its engine was mounted transversely so as not to contribute more than two feet to the overall length of the car. The wide spacing of the wheels allowed for more efficient passenger space, and thus more than 80% of the overall dimensions of the Mini were devoted to luggage and occupants. The design of the Mini also had some other unique consequences. First, the Mini’s simple layout made it easy for owners to modify the interior and exterior of the car; as a result, customization of the car became common. Second, its wide wheel spacing and low center of gravity made the Mini suitable for development of a racing variant of the car. An acquaintance of Issigonis, John Cooper, created the Mini Cooper in 1961 to be driven in rally races. The Mini Cooper was quite successful,  winning the prestigious Monte Carlo rally in 1964, 1965, and 1967. In all, around 150,000 Mini Coopers were produced. The mass-produced version of the Mini was a success in terms of unit sales. It also attracted a cult-like following. Each of the four Beatles owned a Mini as did Peter Sellers and many other famous British celebrities of the day. In 1995, the Mini was voted â€Å"Car of the Century† by readers of Autocar, a U.K. car magazine. BMW Acquires Mini Although the Mini was universally considered a success, the same could not be said for the succession of parent companies that owned the brand. In 1968, British Leyland was formed when BMC merged with the Leyland truck company. In 1975, British Leyland went bankrupt, and the company—with classic brands such as Jaguar, Rover, MG, Triumph, and Mini—was bought out by the British government. In 1988, the collection of surviving brands, now referred to as the Rover Group, was sold to British Aerospace, another nationalized company. Along the way, there were notable investments made in the Rover Group by other car manufacturers, including Honda of Japan, which owned approximately 25% of the company at one time. Yet, the greatest investment and perhaps the biggest surprise occurred in 1994 when BMW, the German luxury automaker with 1993 sales of $18 billion, acquired Rover and its brands, including Mini, for $1.2 billion. In the eyes of senior management at the BMW Auto Group (AG), the vision for the purchase of the Rover Group was to take the company into a new international era. Bernd Pischetsrieder, who was named chief executive officer of BMW AG in 1994, explained it this way: â€Å"The key to success is continuously changing your focus over the long term . . . in the ‘80s, we focused on enhancing the engineering process. The  key emphasis for the ‘90s is globalization of the entire business, including financing, product engineering, styling, designing, manufacturing, and sourcing.†4 Similarly, some industry analysts believed that BMW could not afford to compete solely at the luxury end of a maturing world car market. The acquisition of the Mini brand and the decision to develop the new MINI was seen as a solid strategy to offer less expensive cars without jeopardizing the integrity of the BMW brand.5 According to an analyst with Commerzbank, â€Å"By slightly modifying an existing brand, effectively ‘inserting’ a new vehicle into it, it avoids having to pay all the upfront costs associated 4 J. P. Donlon, â€Å"Honk if you are global (interview with BMW CEO Bernd Pischetsrieder),† Chief Executive, October 1, 1994. 5 BMW differentiated the new version of the Mini from the original by capitalizing all four letters when referring to the new model (i.e., MINI). 3 Purchased for use on the MSc International Marketing, at Kings College London, Department of Management. Taught by Douglas West, from 12-Jan-2015 to 27-Mar-2015. Order ref F240566. Usage permitted only within these parameters otherwise contact [emailprotected]  feet 2 inches wide, and 4 feet 4 inches high. Ultimately, once the engine and luggage space were added, the Mini was designed to be just 10 feet in length (Exhibit 1). MINI USA: Finding a New Advertising Agency (A)  with developing a new brand. The costs of brand building cannot be underestimated, as anyone at Daewoo would be quick to point out.†6 Not included in the deal to divest the Rover division, notably, was the MINI  brand as well as the manufacturing facility near Oxford, England. â€Å"We knew we had a winner there. Much to the chagrin of the British, we held onto it,† McDowell would say later. Educational material supplied by The Case Centre Copyright encoded A76HM-JUJ9K-PJMN9I Order reference F240566 Designing a New MINI The design and development of the new MINI in the mid-1990s was to some at BMW the embodiment of the larger struggle to integrate the cultures of Rover and BMW. Between 1994 and 1999, there existed two separate MINI design teams—one British and one German. The British-based Rover designers and engineers for much of that time envisioned a revolutionary design of the new MINI. One such MINI concept was unlike, the previous Mini in almost every way but was seen as a contemporary interpretation of Issigonis’ vision of building a small car with maximum passenger space (Exhibit 3). BMW’s designers took a more evolutionary approach in terms of design combined with BMW’s reputation for delivering high-performance, driver-oriented cars. On one night in 1998 at his home in Munich, Frank Stephenson, a BMW designer originally from the U.S., cast himself into the role of Issigonis, who was known for doodling designs of cars on the back of napkins. On a kitchen towel, Stephenson sketched a series of updated versions of the original Mini to reflect modern trends in design and new technology; see Exhibit 3 for a sample sketch.7 In the end, it was Stephenson’s design that would form the basis of the new MINI. The official launch of the MINI was held at the Paris auto show in 2000. During the show, senior BMW AG executives and Stephenson unveiled the new MINI to a rousing ovation. In explaining its design, Stephenson said, â€Å"The MINI Cooper is not a retro design car, but an evolution of the original. It has the genes and many of the characteristics of its predecessor, but is larger, more powerful, more muscular and more exciting than its predecessor.†8 Two production models were to be launched in the U.K. (its historical home) in July 2001: a base model called the MINI One and a more upscale MINI Cooper. A sportier MINI Cooper S was to be launched soon thereafter in the U.K., and both the MINI Cooper and MINI  Cooper S were scheduled for launch in the U.S. as well as other parts of the world in early 2002. Even though the first MINI Coopers were not scheduled to arrive until early 2002, work was well underway in 2000 to establish an organization to support  the launch of the MINI in the United States. MINI USA was established as a division of BMW of North America LLC and would share the same headquarters in Woodcliff Lake, New Jersey, as its parent organization. Jack Pitney was named general manager of MINI USA, a unique distinction for someone with a marketing background as opposed to automotive engineering, manufacturing, finance, or sales. Kerri Martin was appointed MINI’s marketing communications manager. Trudy Hardy was also recruited in 2001 as brand communications manager of MINI, reporting to Martin. The MINI USA headquarters organization was designed to be small (fewer than 25 employees), nimble, and highly creative. From the start, the credo of the organization appeared to be, â€Å"If another car company might take the same approach, MINI ought not.† Martin, for instance, was commonly called by the title â€Å"keeper of brand soul† instead of marketing manager. Work proceeded quickly. By the end of 2000, www.miniusa.com was live and already receiving hits. As with the MINI USA headquarters organization, the existing BMW infrastructure was utilized to create a network of U.S. MINI dealerships. Nevertheless, in a similar fashion, great lengths were taken to establish MINI as its own brand. Approximately 70 dealerships in 31 cities were renovated to add an exclusive MINI showroom under a separate marquee. In total, across all U.S. dealerships, first-year MINI sales objectives were expected to be 20,000 units, an amount Pitney viewed as aggressive but within reach. Base retail sticker prices for the MINI Cooper and MINI Cooper S models were set at about $18,000 and $21,000, respectively, including dealer shipment fees. Additionally, leveraging the history of customizations to the original Mini, each model carried an extensive list of optional equipment and exterior color schemes. For instance, the car roof alone could be painted at the factory with one of more than 10 color schemes, including a black-and-white checkerboard pattern as well as an image of either the Union Jack or American flag. Early expectations were that the MINI Cooper S would capture approximately 80% of sales due to its larger engine and better acceleration. Depending on the amount of optional equipment selected, the total price of a MINI Cooper S could exceed $25,000. Given its design and price range, plans were to position the MINI Cooper as a premium small car—something that MINI saw as a new market niche. This was especially true because the MINI Cooper was smaller and more expensive than some of the better-established compact cars made by Honda, Toyota, and Nissan. Initial MINI marketing materials and media reports from auto shows portrayed the MINI Cooper as a â€Å"fashionable accessory to an affluent, urban-hipster lifestyle.†9 However, early market research also indicated that the target market for the MINI was not limited to a specific demographic group or socioeconomic class but rather was more of a lifestyle choice or mind-set. For example, in surveys conducted before launch, potential MINI buyers in the U.S. described themselves as â€Å"young at heart† or â€Å"free spirited,† a finding that was consistent among both young as well as older age groups. Moreover, the potential MINI buyer appeared to be less concerned by the opinions of others and was independent minded. MINI and BMW AG drew a number of conclusions from this initial research. First, it was decided that further research should closely examine the psychographic factors associated with the purchase of a MINI, since the most fervent of potential MINI buyers seemed to have a common mind-set about the car, which was something that Pitney and others hoped to explore in greater detail. Second, the research confirmed to them that, unlike the original Mini, the new MINI should not be marketed as a car for the masses but instead to a particular segment of car buyers. Third, although it created 9 Suzanne Vranica, â€Å"Cool Mini Cooper Prepares for Relaunch,† The Wall Street Journal, February 14, 2001. Pitney and Martin thus recognized the importance of selecting an advertising agency with experience in nontraditional advertising such as promotional events, online advertising, and direct marketing. None of the large advertising agencies known for television advertising were invited to pitch the account, a decision that many industry observers viewed as bold and against the grain. DaimlerChrysler’s Chrysler Group unit, for example, had recently consolidated its $1.5 billion ad account at Omnicom Group. MINI also decided to base part of the compensation of the ad agency on the collective opinions of its dealers, something that was unique in advertising. Following a fourmonth review, SRR was selected as MINI’s agency of record. A separate firm, Circle.com, was selected to handle their online technology strategy and customer relationship management (CRM) duties. Although MINI would not disclose it publicly, the MINI account was valued at about $25 million per year in term s of total marketing spend, a relatively modest size for an automotive client. Let’s Motor: The U.S. Launch of the MINI The U.S. Launch Campaign (2001–2002) By July 2001, in the eyes of Pitney, Martin, Hardy, and the rest of the MINI team, both the marketing strategy and the creative focus of MINI’s U.S. launch (scheduled for March 2002) were taking shape. Moreover, they felt that the desire to do things differently at MINI had been taken to a whole new level. Most significantly, the marketing team had decided not to use any television or radio advertising as part of MINI’s launch, an industry first for what was essentially an entirely new automobile brand in the U.S. market (it had been almost 40 years since the original Mini was sold in the U.S.). Instead, a phased approach using print and nontraditional marketing techniques was developed. During August and September 2001, MINI’s focus was  to build brand awareness primarily through print advertising in magazines. The tagline for the ads was â€Å"Let’s Motor,† a theme developed by SRR and that would be carried throughout the launch campaign in 2002. The use of the word â€Å"Let’s† at the beginning of each ad was intended to create a feeling of inclusiveness, and the tone of the ads was intended to be friendly and funny. For example, one ad read: â€Å"Let’s not use the size of our vehicle to compensate for other shortcomings. Let’s Motor.† Another began, â€Å"Let’s put away the middle finger.† In addition to initial print advertising in magazines such as Autoweek, SRR developed The Book of Motoring, a 5-inch by 5-inch glossy booklet designed to convey exactly what it meant to be a motorer. â€Å"How is motoring different from driving?† it posed to the reader. â€Å"Physically, they’re the same process . . . the difference is in the mind of the operator . . . when you drive, you go from A to B . . . when you motor you go from A to Z . . . it’s all about living . . . nobody can tell you when you’re motoring . . . you just know.† The book also suggested that motorers pay the toll for the car behind them or feed parking meters if they see a meter maid coming. â€Å"Motorers look out for one another,† the book said. The Book of Motoring could be obtained through BMW dealers or the MINI USA website. In October 2001, in addition to continued print advertising, the SRR and the MINI marketing team designed a series of promotional events and publicity stunts to create additional buzz for the brand. Purchased for use on the MSc International Marketing, at Kings College London, Department of Management. Taught by Douglas West, from 12-Jan-2015 to 27-Mar-2015. Order ref F240566. Usage permitted only within these parameters otherwise contact [emailprotected]  challenges for the manufacturing team in Oxford, England, it was clear that the target market would likely seek to make their MINI unique by adding optional features and color schemes. Finally, it also became apparent that limiting their advertising to traditional media such as television and radio would not be cost effective, since the MINI itself was not a mass-market car  and since its potential buyers seemed less interested in being part of the mainstream. In one example, for a Formula 1 car race in Indianapolis, MINIs were secured to the top of three fullsize sport-utility vehicles and were driven to the city from other parts of the U.S. carrying signs that read, â€Å"What are you doing for fun this weekend?† The same MINI-toting SUVs then toured some 24 U.S. cities (Exhibit 4). When curious onlookers asked about the car, representatives were instructed to give them a card that said â€Å"Coming to America† and directed them to the MINI USA website. Sporting events were also used as venues to promote the car. For instance, a MINI was placed in the stands of an Oakland A’s baseball game and in the Superdome for a Monday Night Football game (Exhibit 5). As part of this promotion, during the game, the announcer did a series of â€Å"callouts† that drew the attention of the fans in attendance to the MINI. As one example, he announced: â€Å"To the gentleman in Section 101, you’ve left your lights on.â €  When the in-stadium camera focused on the MINI in Section 101, its lights flashed and then shut off. This particular promotion also played a role in the firm’s attempts to anthropomorphize the MINI. When the official launch of the MINI Cooper began in March 2002, MINI and SRR continued their grass-roots marketing efforts and print advertising in combination with outdoor advertising using, most notably, billboards, which they felt were underutilized by other car brands. In all 45 markets where the new MINI was to be sold, teaser billboards were posted on the day that showrooms were opened. Instead of displaying the car or its logo, the billboards only included the company’s website, miniusa.com, and a single line of text. One billboard read, â€Å"XXL XL L M S Mini.† Another read, â€Å"The SUV backlash officially starts now.† Then, in April, a new series of  billboards were rolled out that included a photo of a MINI, the MINI logo, and the â€Å"Let’s Motor† tagline. Slogans included, â€Å"Let’s Sip Not Guzzle,† referring to its above-average fuel economy. The outdoor advertising was taken to the extreme in cities like New York, where a skyscraper was wrapped to represent the car’s two-tone paint job and a 29-foot-by-125-foot billboard was erected in Times Square. Though typically considered a traditional medium, print advertising was used by MINI as nontraditionally as possible. In late 2001, for instance, executives from 35 magazines were invited to MINI’s headquarters to brainstorm unique ways to market the new MINI in print. One noteworthy outcome of this session was a proposal to use the margins around news stories to hold advertisements. At launch, the â€Å"cornering ads,† as they were called, were run in six magazines, including Rolling Stone and Motor Trend. The ads said, â€Å"Nothing corners like a MINI† and contained a photo of the Mini Cooper S cornering the one-inch margin of the magazine page. Other aspects of the launch campaign included the following (Exhibit 6): †¢ More than 6 million magazine inserts of an abridged version of The Book of Motoring †¢ A series of MINI-inspired cartoons featured in The New Yorker magazine †¢ Other magazine inserts including an unscented MINI-shaped air freshener and a pullout car game. Another insert allowed readers to customize the car using peel-off stickers; accessories such as wheel covers, blowers, and racks could be placed on a photo of a MINI in the ad. In total, more than 30 million magazine inserts were published in magazines ranging from Car and Driver to Vanity Fair. The MINI organization was very  happy with the creative output of SRR. â€Å"Conceptually, just about every one of their ideas was spot on,† Hardy said. â€Å"Besides the fact that they really ‘got’ the brand, they also made sure that the ideas they showed us were fleshed out and developed. This extra effort on their part really made it easier for us to react to the ideas and to give them meaningful feedback so we could work together to make them come to life.† MINI and SRR planned to explore other advertising media as 2002 wore on, just not television. Rather than use TV advertising, for example, MINI opted to sign a deal with National Cinema Network, a movie theater network, to show 30- and 45-second advertisements on roughly 2,000 screens in five cities. 7 Purchased for use on the MSc International Marketing, at Kings College London, Department of Management. Taught by Douglas West, from 12-Jan-2015 to 27-Mar-2015. Order ref F240566. Usage permitted only within these parameters otherwise contact [emailprotected] By the close of 2002, there were several reasons for MINI and SRR to celebrate. Most obvious were the year-end MINI sales figures, which indicated that 24,590 units had been sold in a little over nine months. At that pace, first-year sales were projected to total over 30,000 units. In addition to the strong sales figures, a consumer survey indicated that brand awareness for the MINI among the carbuying public was 25%. A survey indicated that 75% of MINI buyers had read or heard about the MINI through  public relations and Internet exposure before the official launch advertising actually began in March 2002. The launch campaign also earned both MINI and SRR a significant number of awards, including Adweek magazine’s 2002 Guerilla Marketer of the Year and 2003 Media Plan of the Year honors, the 2002 Kelly Awards Grand Prize for Outstanding Magazine Advertising, and two 2002 Cannes Media Lion prizes. SRR also won the Best of Show Award and an award for innovation in marketing at the annual One Show awards, a prestigious event sponsored by the One Club for Art and Copy in New York. At the same awards ceremony, MINI USA received the Advertiser of the Year Award. Pitney was named one of two Automotive News Marketers of the Year (the other was awarded to Jim McDowell, vice president of marketing for BMW of North America). In January 2003, the MINI was selected as the North American Car of the Year by the same publication. The MINI Cooper and MINI Cooper S were selected as finalists for the Motor Trend Car of the Year as well. The Creative Work Continues (2003–2005) By all accounts, the relationship between MINI and SRR was felt by both sides in 2003 to have been a highly productive collaboration to that point. â€Å"Each day we came to the office thinking that we had one of the best jobs in the world. In a sense, SRR was just part of the family. We’d interact and debate ideas on a weekly, sometimes daily, basis,† Hardy described. â€Å"It was a close working relationship.† Over the next two years, MINI’s strategy of using primarily nontraditional advertising in combination with print and outdoor advertising continued, as did SRR’s ability to develop unique creative material in support of this strategy. One magazine campaign featured punch-out, assembleable versions of the MINI Cooper built on a 1:56 scale. About 4.4 million inserts were created, featuring two cars with different combinations of accessories, and came complete with assembly instructions; both cars became collectors’ items. In another campaign, consumers could pull out MINI cartoon-character decals from magazines. The stickers came eight per sheet and were designed to drive buyers into dealerships for a ninth sticker. Approaches like this one were well received by dealers, including Wayne Youngblood, general  manager of Motor City Mini near Detroit. â€Å"I’m thrilled with it; MINI marketing is quirky, fun, and it delivers customers that match the vehicle perfectly,† he said. â€Å"In my 30 years in the business, there has been no other product that commands as much excitement or attention as MINI.†10 Sales of the MINI Cooper continued to climb (Exhibit 7). In 2004, a MINI Cooper convertible was added to the model lineup. Changes would soon be underway, however. In March 2005, Martin announced that she was leaving MINI to become director of market development for Volkswagen of America, a company known for spending about $500 million annually in North American advertising. Around the same time, Pitney and McDowell made the unique decision to switch jobs as general manager of MINI USA and vice president of marketing for BMW of North America. But the ultimate surprise was SRR’s resignation of the MINI account in order to become the agency of record Purchased for use on the MSc International Marketing, at Kings College London, Department of Management. Taught by Douglas West, from 12-Jan-2015 to 27-Mar-2015. Order ref F240566. Usage permitted only within these parameters otherwise contact [emailprotected] for Volkswagen. By then, Hardy had assumed Martin’s duties as head of marketing, and one of her first challenges was starting over and finding a new advertising agency, which would not be easy given the unique relationship that MINI enjoyed with SRR. Advertising Agencies With each passing year of technological advancements, it was apparent to MINI and others that the foundations of any advertising firm—creativity and the ability to deliver creative content in a variety of media—were becoming less and less the exclusive domain of bigger advertising firms with extensive production staffs. Consequently, it was possible for a one- or two-person shop to perform the same creative services as a large, multinational advertising conglomerate with billions in revenues such as Omnicom, WPP, Interpublic Group (IPG), and Publicis. Advertising firms in 2005 could be categorized into either of these two groups, but a third group also existed. The â€Å"independents,† as they were called, were privately owned firms with anywhere from about 10 to 300 employees. As was the case with SRR, oftentimes these firms were started by young, entrepreneurial advertising professionals looking for creative freedom or autonomy following stints at one or more o f the publicly held multinational firms. Seen by some to be a competitive response to the growth of the independents, consolidation was a significant theme in the advertising industry during much of the 1990s and early twenty-first century. Over this period, the major holding companies appeared intent on expanding market share in order to gain economies of scale, diversifying their revenue streams, and serving clients as a one-stop shop while growing into large, multinational players. In 1993, for example, the top three agency holding companies captured a 36% share of the market. By 2003, this figure had increased to 50%.11 The increase in market share was largely achieved through acquisitions of independents and smaller holding companies, with the bulk of these acquisitions occurring from 1996–2001. One holding company, IPG, acquired 240 companies during that period. Another significant industry theme was the shift in agency compensation over the past decade from commissions to fee-based compensation. Traditionally, advertising organizations had been paid at a set percentage of an advertising budget for the creative work on an account; this percentage was  typically in the 12%–15% range but could be as high as 20%. A major criticism of this compensation system was that it did not align the agency’s pay with the success of a particular campaign or with the amount of work required to create the campaign. The fee-based system (or FTE model) charged production fees and employee hours along with a standard profit margin (e.g., 20%) for the advertising firm. In 2005, it was estimated that 80% of all advertising clients had moved away from commission-based compensation structures to enter fixed fees or a combination of fee and incentive compensation.

1960-1970 Essay -- Essays Papers

1960-1970 During the 1960s the United States was going through a lot of social changes. One of the major trends was the widespread use of illicit drugs. The most common drugs used were hallucinogens, marijuana and LSD. Two men, Timothy Leary and Ken Kesey, were known as "the so-called acid gurus" of the sixties. They helped gain the recognition of LSD seemingly overnight. Leary and Kesey made very public exploitations and wrote many books to explain and vilify this phenomenon. It all happened so suddenly and soon after young men were wearing long hair and growing beards and the women dressed like peasants and wearing psychedelic colors. All of them dirty, drugged and carefree. They were known as hippies. Being a hippie was the primary trend of the sixties but to elders it was frightening and mystifying. Rock music became the most important way to unite the new hippie aesthetic. Brilliant colors and hallucinogenic imagery emerged from the music and was called psychedelic. Bob Dylan, the Grateful Dead, Jefferson Airplane among others were the first bands to jump into the psychedelic bandwagon in the sixties. In 1969, Woodstock, a music festival full of peace and happiness united over 450,000 people, causing numerous problems for the crowd. In 1960, John F. Kennedy was elected president. But Kennedy’s term came to a short and devastating end. On November 22, 1963 President Kennedy was assassinated in Dallas, Texas and Lyndon Johnson took over. During the sixties the Vietnam War was escalating and was the focus of many of the major protests. On January 30, 1968, "the North Vietnam army overran Saigon, making a daring predawn attack on the United States Embassy". There were more than 57,000 U.S soldiers killed i... ...t discrimination. Brooks used her poems to make a stand for her right to be equal as a black women in a white world. The University of Dayton in the 1960s under went a lot of changes. The president of the University was Raymond A. Roesch who later had the Roesch Library built in his honor. During the 1963-64 school year John F. Kennedy Memorial Union was complete and construction began on Albert Emanuel Library. In 1966, Chaminade Hall was exclusively used for one domain of school, Education. Gosiger Health Center was also completed in the winter of 1966. As for sports, John McVay took control over UD’s football team and reversed their losing streak. Tuition at UD was about $500 a term and increased about $5 dollars every year. To date, University of Dayton has become an extremely prominent university after all the hard work to complete the school.

Ifrs vs Us Gaap

ACCY200 Financial Accounting A Accounting for Property, Plant & Equipment using IFRS and US GAAP Submitted To: Dr. Mufeed Rawashdeh Lecturer, ACCY200 UOWD Project done by: Punit Hiro Lalwani 3948493 Anish Ahuja 3959569 Hitesh Kumar Bilochi 3949345 Date: 29th November, 2011 Table of Contents Executive Summary| 3| Introduction| 4| Property, Plant & Equipment| 5| Interest incurred during construction of asset| 6 – 7|Direct & indirect costs incurred in self-constructed assets| 8 – 9| Valuation/Reporting of Property, Plant & Equipment’s in the Balance Sheet| 10 – 11| Example of Annual Reports for US GAAP and IFRS| 12 – 13| Implication of Differences – 1) Interest Incurred 2) Componentization 3) Subsequent of Valuation| 14 – 15| Conclusion and Recommendation| 16|References| 17 – 18| Executive Summary This Financial Accounting report contains information on a few key areas in accounting for Property, Plant & Equipment, using two sligh tly different standards which are the US Generally Accepted Accounting Principles (US GAAP) and International Financial Reporting Standards.The objective of this report is to state how these two standards are slightly different in terms of accounting for items of PP&E such as Interest/Borrowing Costs during the asset is being prepared for intended use, How direct and indirect costs are allocated or measured for assets constructed by the company itself, and how their fixed assets are valued at balance sheet, after initial recognition of cost. Both the standards, are pretty similar, yet have some key points which conflict with each other. These points carry a degree of importance in terms of accounting.Each point is beneficial as well as It has its drawbacks, depending upon the scenario put in place. Moreover, the above mentioned content is even widely exhibited by including Annual reports of two companies – one IFRS, and the other US GAAP reports, to show a practical example o f dealing with Property, Plant and Equipment items in the balance sheet. Introduction IFRS is a set of guidelines and rules formed by the International Accounting Standards Board (IASB) that companies and organizations can follow when compiling financial statements.The creation of international standards allows investors, organizations and governments to compare the IFRS-supported financial statements with greater ease. International Standards help investors to deal with comparing financial statements with more convenience. The International Financial Reporting Standards were previously called the International Accounting Standards (IAS). Generally Accepted Accounting Principles (GAAP) is the accounting standard used by the Organizations in the United States which is the common set of accounting principles, standards and procedures that companies use to ompile their financial statements. GAAP are a combination of authoritative standards (set by policy boards) and simply the commonly accepted ways of recording and reporting accounting information. GAAP are imposed on companies so that investors have a minimum level of consistency in the financial statements they use when analysing companies for investment purposes Property, Plant & Equipment (PP&E) Property, plant and equipment are tangible assets that: 1. are held for use in the production or supply of goods or services, for rental to others, or for administrative purposes, and 2. re expected to be used during more than one period. Property, plant and equipment does not include: 1. biological assets related to agricultural activity, or 2. mineral rights and mineral reserves, such as oil, natural gas and similar non-regenerative resources Asset Recognition The entity shall recognise the cost of an item of property, plant and equipment as an asset if, and only if: 1. it is probable that future economic benefits associated with the item will flow to the entity, and 2. the cost of the item can be measured reliably .Interest incurred during construction of asset | IFRS| US GAAP| Definition| Borrowing costs that are directly attributable to the acquisition, construction or production of a qualifying asset form part of the cost of that asset. Other borrowing costs are recognised as an expense. | Similar to IFRS but US GAAP uses ‘interest Costs’ instead of ‘Borrowing Costs’| Qualifying asset| A qualifying asset is an asset that necessarily takes a substantial period of time to get ready for its intended use or sale. | Similar to IFRS but US GAAP does not state the word substantial’| Measurement| Borrowing cost include * Exchange rate differences from foreign currency borrowings. * Borrowing cost is offset by investment income earned on those borrowings. * Actual Interest are Capitalized. | * Interest costs do not include exchange rate differences. * Interest earned on the investment of borrowed funds generally cannot offset interest costs incurred during the perio d. * Interest cost equal to the weighted average accumulated expenditures times the borrowing rate is capitalized. Commencing Capitalization| An entity shall begin capitalising borrowing costs as part of the cost of a qualifying asset on the commencement date. The commencement date for capitalisation is the date when the entity first meets all of the following conditions: * (a) it incurs expenditures for the asset; * (b) it incurs borrowing costs; and * (c) it undertakes activities that are necessary to prepare the asset for its intended use or sale. | Similar to IFRS. Ceasing Capitalization| An entity shall cease capitalising borrowing costs when substantially all the activities necessary to prepare the qualifying asset for its intended use or sale are complete. | Similar to IFRS| Direct & indirect costs incurred in self-constructed assets | IFRS| US GAAP| Cost| * The asset is carried at cost less accumulated depreciation and impairment. | Similar to IFRS| Depreciation| The depreci able amount (cost less residual value) should be allocated on a systematic basis over the asset's useful life.The residual value and the useful life of an asset should be reviewed at least at each financial year-end and, if expectations differ from previous estimates, any change is accounted for prospectively as a change in estimate under IAS 8. | Depreciation under US GAAP is similar to IFRS as the property plant and equipment are to be stated at cost of acquisition less accumulated depreciation based on estimated useful lives of the assets. | Revaluation| * Under IFRS, an organization has an option to use the cost method or the revaluation method to measure property, plant and equipment. The asset is carried at a revalued amount, being its fair value at the date of revaluation less subsequent depreciation and impairment, provided that fair value can be measured reliably. | US GAAP prohibits revaluations except for a discovery on a natural resource, in a business combination accoun ted for under the purchase method. Therefore uses only the cost model. | Componentization| Component depreciation is a requirement under IFRS if the components of that particular asset have differing patterns of benefit. Component depreciation is permitted but rarely used under GAAP compared to IFRS in which it is a requirement. | Valuation/reporting of property, plant ; equipment’s in the Balance Sheet | IFRS| US GAAP| Measurement| * Property, plant and equipment should initially be measured at cost. Cost is the fair value of consideration given for the asset. * The cost of an item of property, plant and equipment comprises the purchase price and any costs directly attributable to bringing the asset to the location and condition necessary for it to be capable of operating in the manner intended by management.The cost also includes estimated costs of dismantling and removing the asset and restoring the site on which it is located * The costs that incur for completion of the a sset construction can be added to the amount that has to be recognized initially, if these costs exceed the recoverable amount, the excess should be expensed in the current period. | * Property plant and equipment under GAAP are measured at historical cost. * Similar To IFRS * Self-constructed assets are recorded at the incremental or direct costs to build (material, labor, and variable overhead) assuming idle capacity. Direct Costs| Directly attributable costs include costs such as: * Costs of site preparation. * Initial delivery and handling costs. * Installation and assembly costs. * Professional feesDirectly attributable costs do not include administration and other general overheads| Similar to IFRS| Indirect Costs| Non-directly attributable items are not permitted to be capitalized under IAS 16. Repair and maintenance costs are expensed as incurred, not capitalised. | Indirect costs under GAAP are called overhead or burden.For example Power, heat, light . To handle these costs one of the following ways can be applied: * Assign No Fixed Overhead to the Cost of the Constructed Asset * Assign a Portion of All Overhead to the Construction Process * A pro rata portion of the fixed overhead should be assigned to the asset to obtain its cost. | Examples of an US GAAP and IFRS Report valuing Property, Plant and Equipment Property, Plant and Equipment (US GAAP – Google Inc) Property and equipment stated at cost less accumulated depreciation and amortization.Depreciation is computed using straight – line Method over estimate useful life of assets, generally two to five years. Buildings are depreciated over periods of up to 25 years. Leasehold improvements are amortized over the shorter of the remaining lease term or the estimated useful lives of the assets. Construction in progress is related to the construction or development of property (including land) and equipment that have not yet been placed in service for their intended use.Depreciation for e quipment commences once it is placed in service and depreciation for buildings and leasehold improvements commences once they are ready for their intended use. Land is not depreciated. Property and equipment value at end of 2009 and 2010 was $4,845 million and $ 7,759 million, respectively, with accumulated depreciation and amortization cost of $3,285 million for 2009 and $ 4,012 million for 2010. Property, Plant and Equipment (IFRS – Puma)Property, plant and equipment are stated at acquisition costs net of accumulated depreciation, even though they have the option of revaluation, they haven’t used it. The depreciation period depends on the expected useful life of the respective item. The straight-line method of depreciation is applied. The useful life depends on the type of assets involved. Buildings are subject to a useful life of between ten to fifty years, and a useful life of between three to ten years is assumed for moveable assets. The cost of maintenance and re pair is recorded as an expense at the time of origin.Significant improvements and renewals are capitalized to the extent that the criteria for capitalization of an asset item apply. As a general rule, lease items that qualify as a finance lease due to the terms of the underlying contract are shown under property, plant and equipment; initially they are measured at the amount of the fair value or the lower present value of the minimum lease payments and net of accumulated depreciation in subsequent accounting periods. Property, plant and equipment is valued at â‚ ¬236. 7 million in 2010 and â‚ ¬242. million in 2009. Accumulated depreciation of property, plant and equipment amounted to â‚ ¬ 233. 3 million (previous year: â‚ ¬ 201. 9 million). As we can see from the above 2 examples, both the methods of the companies are very similar, and there is very little difference in the way they report the value of their Property, Plant ; Equipment in the Balance Sheet. Implications of differences Interest incurred IFRS includes exchange rate differences and also allows the offsetting of interest revenue with interest costs, whereas US GAAP does not allow either.This method of IFRS can be very accurate because while offsetting the interest revenue with the interest costs, it will only show one entry in the financial statement, whereas in US GAAP it will show two entries, one of cost and one of revenue. Hence there is only a difference in the presentation of information BUT the end result will still be the same. IFRS can be more convenient and make things simpler because of offsetting compared to US GAAP. Exchange rate differences will most probably hold an mmaterial difference but to avoid any inaccuracies, they should be taken into consideration. Componentization Componentization is when the assets are segmented into the different parts and are depreciated separately. As stated above IFRS requires componentization, whereas US GAAP permits it but does not requi re it. A good example might be that under US GAAP, a car may be treated as a single depreciable asset, while under IFRS, every component of a car will be depreciated separately, including engine, car frame, brakes, and etc.This can be very confusing for users as not every company retains all the information about its components, but IFRS is still more accurate as it allows the companies to know the real value of its components and its estimated life, where as US GAAP will only show the real value of its asset and not know the estimated life of the components of the assets, which can be a disadvantage because the companies will not know whether it’s components need maintenance or not. The disadvantage of componentization under IFRS might be that the depreciation expenses will mostly tend to be higher than US GAAP, therefore resulting in lower profits.This implication can also have an affect on the tax the company pays. Subsequent valuation differences * IFRS permits revaluatio n of property, plant and equipment whereas in US GAAP it is forbidden. Under the revaluation model, if the carrying amount of a property, plant and equipment’s asset is increased as a result of a revaluation, the increase is recognized in equity under the heading of revaluation surplus. The revaluation surplus amount recorded is then adjusted on an asset-by-asset basis by the amount of future revaluation increase.Adjustments to the revaluation surplus account are recorded in equity. Therefore, if there is an Increase in asset revaluation IFRS would be more beneficial compared to US GAAP since it gives an appropriate measurement of the current value of the asset and would show a higher income for the company due to increase in fair value. * A decrease arising as a result of a revaluation should be recognized as an expense to the extent that it exceeds any amount previously credited to the revaluation surplus relating to the same asset.In this case US GAAP would be more prefera ble since it would state its assets value above the current market value (fair value). However from a technical point of view the value would be overstated. So overall, it is more advisable to use the IFRS standard for revaluation of assets. Conclusion and Recommendation There are many Similarities in IFRS ; US GAAP but they also have Differences that cannot be unnoticed. There are different scenarios in which one accounting method would prevail over the other.Difference between these two methods of accounting standards cause confusion which should be eliminated and there should be the need of uniform accounting standard. The best way to deal with differences in IFRS and US GAAP is to converge the both, with the most accurate method of each difference being retained. This will make it easier for the people to interpret, understand and compare financial reports because the standards will be the same for everyone.In recent years there is a huge acceptance of IFRS over US GAAP which ha s led to benefits such has increased in transparency and consistency of financial information, more efficient use and availability of global resources, streamlined internal controls, additional access to capital, and opportunities for improved cash management and income tax planning. References AICPA. (2011), ‘IFRS for SME’s – US GAAP comparison – wiki’, [online], Available: http://wiki. ifrs. com/Property-Plant-and-Equipment, [Accessed 24 November 2011] Banka. S. (N. D. , ‘US GAAP- Quick Learning Module’, [online], Available: http://usgaap. tripod. com/id14. html , [Accessed 24 November 2011] Business Dictionary. (2011), ‘International Financial Reporting Standards (IFRS)’, [online], Available: http://www. businessdictionary. com/definition/International-Financial-Reporting-Standards-IFRS. html, [Accessed 24 November 2011] Deloitte. (2011), ‘Summaries of International Financial Reporting Standards’, [online], Available: http://www. iasplus. com/standard/ias16. htm , [Accessed 24 November 2011] Ernst ;Young. (N. D. , ‘Property, plant and equipment’, [online], Available: www. csb. uncw. edu/people/rocknessj/classes/MSA500/PP%26EIFRS. ppt, [Accessed 24 November 2011] Ernst ;Young. (N. D. ), ‘Property, plant and equipment’, [online], Available: www. csb. uncw. edu/people/rocknessj/classes/MSA500/PP%26EIFRS. ppt, [Accessed 24 November 2011] FASB. (2011), ‘Accounting Standards Codification’, [online], Available: https://asc. fasb. org/subtopic;trid=2127351;analyticsAssetName=section_page_subtopic;nav_type=section_page, [Accessed 24 November 2011] Investopedia. 2011), ‘Generally Accepted Accounting Principles (GAAP)’, [online], Available: http://www. investopedia. com/terms/g/gaap. asp#ixzz1eL9q86ay, [Accessed 24 November 2011] Price Water House Coopers. (2011), ‘Property, plant and equipment (including borrowing costs)’, [online] , Available: https://pwcinform. pwc. com/inform2/show? action=informContent;id=0919084403183483 , [Accessed 24 November 2011] Price Water House Coopers. (2009), ‘Implications of an IFRS conversion on property, plant and equipment from a US tax perspective’, [online], Available: http://www. pwc. om/en_US/us/ifrs-tax-issues/assets/ifrs_conversion_property_plant_equipment. pdf [Accessed 24 November 2011] Wiley, 2002, ‘Acquisition and Disposition of Property, Plant and Equipment’, [online], Available: http://www. wiley. com/college/sc/kieso/samp/8658d_c10_469-518. pdf , [Accessed 24 November 2011] World Gaap Info, N. D. , ‘Property, plant and equipment’, [online], Available: http://www. worldgaapinfo. com/pdf/IAS/IAS16. pdf [Accessed 24 November 2011] Google Inc Annual Report, (2010), Available: http://wwww. investor. google. com/pdf/20101231_google_10K. pdf [Accessed 24th November 2011]

Evaluation of Teaching and Learning Approaches Essay

Different teaching and learning approaches were used during the session according to the requirement of the activities. * For health and safety induction: Q&A, writing (Task sheet) and lecture methods (more information was given) were used. * Effectiveness of the teaching and learning approaches: Learners participate in this activity fully and effectively. They told me what they already know and what they don’t know yet. By this activity they got more information about fire exits, reception, lady toilets, coffee and the student support centre in the All Saints building of Worcester College where this session was held. No hazards were found in the class room. * Steps for further improvement: I believe that teaching profession always has chance of improvement and betterment. In 30mins microteaching session, health and safety concerns can be limited to hazards in class and fire exits. * For Ice breaking activity: Q&A (Discussion) and handouts (Writing) methods were used. * Effect iveness of the methods or approaches: Learners were stress free and happy to share the information about the breakfast they had in that morning. Learners also decided who had healthiest breakfast regarding highest calories and nutrition. * Steps that can be taken for further improvement: The question for ice breaking activity can make better in the sense that it can be more clearly related to the topic of the session. * The teaching and learning approaches for introduction, explanation and calculation of the area: PowerPoint, White board, handouts and Q&A (Discussion) methods were used. * Effectiveness of the approaches: For introduction of the topic, PowerPoint was used which was very effective because learners’ response was very positive about it. Learners found it very interesting, helpful to understand the topic and they learned more about its implications in ordinary life. * Steps for further improvement: One more video could play to explain more the topic in better way. Visual learning aids left their effects for long time. More PowerPoint clips can be used to make session more interesting and more informative. * The teaching and learning approaches for learn by practice: Learners were given work sheet to do the practice of what they learnt and to find the area where they have problems and what they have need to learn more? * Effectiveness of the approach: Learners took this activity seriously. They tried best to answers all the questions. One learner asked the questions where she found difficult to calculate the area. At the result of this activity, the learners’ confidence increased and they found their selves better in calculations of area. * Steps for further improvement: Some more questions can be added in work sheet for more practice to calculate the area of square, rectangle and triangle. More learning aids like boxes of square, rectangle and triangle shape can be used. * The teaching and learning approaches for review of the session: Q&A and task sheet (review handout forms) used to review the session. * Effectiveness of the approaches: To review the session by Q&A and by using task sheet was very positive to point out the areas of teaching and learning which can be made better, especially learning material can be made better. In 30mins session the teaching and learning process can be made more effective by making the learning material limited to â€Å"Calculation of the area of square and rectangle†. * Evaluation of the session in regard of individual learners’ need. In my session no learner had individual needs. So there was no need to make any special arrangements to hold the session. Word count: 605

Motivation Profiles Paper

Motivation Profiles Paper Motivation is a set of factors that activate, direct, and maintain behavior, usually, toward a goal (Carpenter Huffman, 2010). Thus, motivation is a moving force that activates human behavior and directs it to the achievement of a certain purpose. There are three major theories of motivation that explain the forms that motivation can take and the sources of different types of motivation. In this paper, we are going to compare the differences between four hypothetical individuals who want to obtain a promotion at their place of employment.Advertising We will write a custom term paper sample on Motivation Profiles Paper specifically for you for only $16.05 $11/page Learn More The first one is Ella, whose motivation can be accounted by a biological theory of motivation. The second one is Marcello, whose actions and behavior coincide with the psychosocial theory of motivation, and the third one is Masoko, whose actions are characterized by an interactionist the ory of motivation. At the end, we are going to analyze the sources of motivation of the fourth individual Sam, who has a realistic combination of motivating theories, which give rise to various factors inspiring him to pursue a promotion. Finally, we will explain how the factors of each motivation theory might interact with each other. Thus, the first question under consideration is the sources of motivation for Ella, Marcello and Masoko. Ella is characterized by a biological theory of motivation: This biological theory of motivation (The Intuition Theory), suggests that motivation levels are regulated by neural pattern recognition events. Subconscious drives impel people to achieve excellence, or to spend exceptional energies on services to humanity† (Thomas). In other words, the biological motivation is based on our basic needs such as food, for example. Thus, the Ella’s motivation is caused by her will to survive. It is quite possible that her motivation is triggered by the fear of poverty and inability to support her family. According to the Maslow’s hierarchy of needs (motives), Ella’s sources of motivation are the bottom of the pyramid. Marcello’s behavior is characterized by the psychological theory of motivation which can be explained by incentives and cognition. â€Å"Incentive theory holds that external stimulation motivates people to act to obtain desirable goals to avoid undesirable events† (Carpenter Huffman, 2010). According to a cognition theory, the motivation is affected by how we interpret our achievements. In this light, the source of Marcello’s motivation may be his esteem needs to achieve success and gain approval among his relatives, friends or fellow workers.Advertising Looking for term paper on psychology? Let's see if we can help you! Get your first paper with 15% OFF Learn More Perhaps, he was the best students in the class, and now he cannot let himself to be co nsidered unsuccessful. Thus, the sources of his motivation are external factors (everybody considers his successful) that influence his psychological state and encourage acting in a particular way to prove that he is worth his status. Finally, Masoko is associated with the interactionist theory of motivation. This theory presupposes that one’s behavior and actions are shaped by social interactions and everything that happens in the society. Thus, we can come to a conclusion that Masoko’s desire for promotion was shaped by the social opinion that â€Å"if one wants to be a part of a society, he/she should take an advance position and achieve new goals†. Thus, Masoko considers that promotion is necessary and it is his social duty. Consequently, different educational background, personal peculiarities, social level, psychological characteristics formed in childhood and goals in life shaped the main sources of motivation for those people. Ella’s sources of mo tivation are psychological and mixed with basic instincts. Marcello’s sources of motivation are psychological and partially social which come from his childhood and educational background as well. Finally, Masoko’s sources of motivation are purely social; they are shaped by his desire to be an active participant of the social development. And prove his ability to make a valuable contribution to society through his social status. Different emotions serve as motivators for individuals: Emotions occur as a result of an interaction between perception of environmental stimuli, neural/hormonal responses to these perceptions (often labeled feelings), and subjective cognitive labeling of these feelings (Huitt, 2001). However, emotions can reinforce the motivation. Thus, Ella, Marcello and Masoko experienced different emotions affecting their motivations. According to Carpenter Huffman (2010), â€Å"psychologists define and study emotion according to three basic components â €“ psychological, cognitive and behavior†.Advertising We will write a custom term paper sample on Motivation Profiles Paper specifically for you for only $16.05 $11/page Learn More Thus, Ella’s emotion is fear of losing job and not being able to support basic survival needs. Marcello’s emotions are based on cognitive components. As a result, he anticipates getting the promotion to feel satisfaction with his position. Masoko’s emotions are based on behavior component, as he tries to behave according to social norms and get a promotion to perform his social responsibility. Depending on the sources of motivation, Ella, Marcelo and Masoko will put forth different types of effort. Thus, Ella might show her persistence to demonstrate that she is capable to make any amount of job. Marcello might show his intellectual dominancy comparing with other candidates, and Masaco might demonstrate his organization and leadership qualities to s how that he can be valuable part of society. These differences in the efforts are explained by the personal motivations and psychological characteristics of every candidate. Another individual is Sam. He has a realistic combination of motivating theories, which give rise to various factors inspiring him to pursue a promotion. In this light, seeking for promotion, he is guided by biological, psychological and interactionist components. So, he seeks promotion to have an appropriate level of living, realize his mental capacity and elevate his social level. None of the components is dominant, thus, he will be more conscious on the emotional level and work out better strategy to achieve his goal. The Sam’s effort will be more effective and he will demonstrate different talents and abilities applicable to the desirable position. In fact, factors of each motivation do not go separately but interact with each other. However, some of the factors can dominate depending on the situation , current needs and even age and sex of the applicants. For example, the one, who does not have a need to support family and does not experience the money shortage, can be motivated by psychological need of self-realization. At the same time, the one who lack money will be probably guided by biological motivation. Analyzing everything mentioned above, we can come to a conclusion that in different situation people can be motivated by different factors. The sources of motivation can be formed under the influence of various factors, such as educational background, events that happened in the childhood, peculiarities of the social environment, etc. The motivational factors always interact with each other and influence our emotions (and vice versa) and the types of efforts we apply to achieve our goals. List of References Carpenter, S., Huffman, K. (2010). Visualizing psychology, 2nd Ed. New York: John Wiley Sons.Advertising Looking for term paper on psychology? Let's see if we can help you! Get your first paper with 15% OFF Learn More Huitt, W. (2001). Motivation to learn: An overview. Educational Psychology Interactive. Valdosta, GA: Valdosta State University. Retrieved from edpsycinteractive.org/topics/motivation/motivate.html Thomas, E. A biological theory of motivation. Effective mind control. Web.