Psychology of Health in the Workplace Essay

This document will discuss the relationship between health and psychology in the workplace and how certain lifestyle choices affect these areas. This paper will also include examples of lifestyle choices that enhance personal health and reduce illnesses. Understanding how health and psychology relate to each other will allow an individual the ability to be successful in relationships in or out of the workplace. Health is commonly misunderstood as meaning not sick. Health is when a person sustains a good state of mental, social, and physical well-being. Psychology involves understanding the mind and how it relates to behaviors. When studying Psychology the goal is to understand individual and group behaviors by general principles and research. Health and Psychology work together to promote an individual with a sound state of mind and optimal physical health and then the social should fall into place. How an individual decides to live his or her daily life can determine health factors in the future. An example of this would be a person’s daily eating habits. If choosing healthy balanced meals daily including exercise are less likely to acquire diseases such as obesity, cancer, heart disease, or emphysema. These diseases are common with people who choose to consume unhealthy diets, refrain from any physical activity, and make choices like excessive alcoholic beverages or smoking. Maintaining healthy food choices along with some type of physical activity will balance the mind and promotes the ability to make good choices. Having high levels of anxiety can also increase an individual’s chance of developing other illnesses. A person with high anxiety cannot focus and maintain a normal behavior in the workplace. Stressful jobs can cause an individual to worry and become anxious about his or her work performance resulting in an anxiety disorder. This is the most common mental disorder and affects million of adults, young and old, in the United States. An individual can practice daily  activities such as yoga, exercise, or meditating to reduce the chance of experiencing anxiety. By making choices to reduce stress will enable a person to perform at a higher capacity in the workplace. Conclusion When an individual makes choices that affect his or her health this can affect how he or she performs in the workplace. An example would be an individual who choices to drink alcohol daily will start to show signs of having an unhealthy mind and poor physical health. By consuming alcohol daily reduces one’s ability to think straight and make clear choices. It also can become a health issue if continued over a period of time. This will make others in the workplace uncomfortable and not trust the choices the individual is making if he or she cannot work without drinking alcohol. Making good decisions about our daily choices made concerning our eating habits will determine our future health. By consuming a healthy diet will decrease a person’s chances of obtaining a chronic disease. Therefore, making good choices about our health will promote a healthy state of mind and help individuals to be successful in or out of the workplace. Finding ways to reduce stress and enhance our daily lifestyle can help an individual to live a balanced and happy life. References Taylor, S. E. (2011). Health Pschology (7th ed.). New York, NY: McGraw-Hill. WebMd. (2012, March). Anxiety & Panic Disorders Health Center. Retrieved from http://www.webmd.com/anxiety-panic/guide/anxiety-at-work

Horror in the Maing

Another sub-genre of supernatural horror took off in the sass also, with Carrie 1976), a Stephen King based film, and The Omen (1976), which was part psychological horror, part supernatural; and was strongest in the sass with films such as Poltergeist (1982) and Child's Play (1988). Since sass's Dawn of the Dead horror has been almost always full of gory blood and guts, notable examples being My Bloody Valentine (1981) and Videophone (1983).Today the whole â€Å"gore fest† Is what most horror films are, such as the Saw series (2004-2010), the Final Destination series (2000-). Countless remakes of older, classic horrors are also being churned out, such remakes including The Phantom of the Opera (2004) and The Omen (2006). The horror franchise has truly become a joke, with only a couple of really good horror films having been churned out in the last decade, and constant remarking, gore fests, and sequels being churned out.You can tell it's a Joke thanks to Matthew Horn and James Cordon's Lesbian Vampire Killers (2009), which was clearly taking the muck, and did it successfully, and the Scary Movies (2000-2006) to a less successful degree. HORROR CAN MEAN DIFFERENT THINGS When people think of horror in a film, they might think of blood, gore and violence. Horror can also be used to describe a film containing supernatural themes, or frightening or disturbing content.Older horror films would be based around people's actual fears, the things happening In the movies would be things that could actually happen to a normal excellent, a good example would be Psycho (ODL Hitchcock 1960) It shows a women wanting to escape from her regular life, and running away to meet a partner, stopping in a motel on the way, which is obviously where the troubles begins. Recent horror films have many sub-genres to them and I feel the even though hey do have the same conventions from a typical horror, the pure horror genre is rapidly disappearing.For example, most horrors nowadays h ave a mixed genre; torture films (saw, dir Wan, 2004) thrillers (The departed, dir Scores, 2006) and horror parodies (scary movie, dir Yawns, 2000) The audience attracted to horror films now expect more gore and more fictional, Jumpy storyline, two popular examples being the Mist (dir Dartboard, 2007) and Jeepers Creepers (dir Salsa 2001). Both films included fictional monsters, which we know do not exist in the real world, forever both films are placed under the horror genre because the modern audience find things like this scarier, Fear of the unknown.Audience expectations Why do people choose to watch horror films? Horror films are able to entertain and excite audience on a level other film genres can't. The â€Å"Thrill factor† makes them appealing to audiences and is what makes them so different and unique to other genres. Audiences come to expect certain codes and conventions in any given genre. Horror films are designed to elicit strong emotional reactions from viewers , including fear and dread; Researchers have identified various datives for viewing horror films, including the need for excitement, the desire to feel intense emotions, and distraction from everyday concerns.Although dramatic films can fulfill some of these needs, movies depicting violence and horror have features that other forms of drama do not, including the violation of social norms and the portrayal of events seldom seen in real life. Audiences willingly offer themselves up to sadistic storytellers to be scared witless, and they are happy to pay for the privilege. Theories abound as to why this is so; do we derive basic thrills from reigning the rush of adrenalin which fear brings People rarely view horror films alone.Violent entertainment appeals primarily to males, and it appeals to them mostly in groups. For many young people and adults, horror films are a topic of conversation, a source of shared experience, and a meaner of self-presentation. Not everyone will like the blo od and gore, but many may continue to watch because of other goals, such as demonstrating their ability to tolerate it, or the desire to master the threatening images. As film technology advances and the things that audiences look for in horror films changes

A Passage to India by Forster Essay Example for Free

‘A Passage to India’ by Forster Essay ? â€Å"By close analysis of the structure and language of chapter one discuss how Forster expresses his overall concerns within the novel as a whole via this initial description of the Indian landscape.† Through chapter one of ‘A Passage to India’ Forster does far more than introduce the small town of Chandrapore. In this initial section of the novel the construction of the text reflects the tiered Indian society that becomes the basis for Forster’s deeper exploration of mankind and human behaviour. In addition, the ominous significance of the Marabar Caves within the novel is prefigured via the mysterious imagery used to describe them. This is contrasted by the more optimistic language which is used to describe the ‘overarching sky’ that unifies all men and points towards a hope for the future of peaceful co-existence. At the beginning of the chapter the reader is first introduced to the Muslim aspect of Chandrapore, the lowest tier of the Indian society but perhaps the most resilient. Here what Adela will later refer to as the ‘Real India’ is depicted. Through vivid imagery the area appears akin to a wasteland devoid of any significance. Even the holy river Ganges is described as â€Å"Trailing for a couple of miles†¦scarcely distinguishable from the rubbish it deposits so freely.† It is negative language such as this that creates a compounding sense of desolation about the ‘Real India.’ This of course is entirely necessary in order for Forster to create and convey the contrast between the Indian and English cultures which he believes to be incompatible in this context. Graphic and harsh language permeates the whole of this first section of the chapter creating a highly effective image of the squalor in which the Mohammedan Indians are condemned to live by their English rulers. The streets are â€Å"Mean† the â€Å"Temples ineffective† and the â€Å"Filth† of alleyways deters all but the invited guest.† By describing their quarter in such a way Forster makes the Muslim Indian seem almost sub-human to his readers, this of course, is how they are viewed by the English. They are remarked upon as â€Å"Low† but also as â€Å"Indestructible.† Despite their apparent lack of sophistication, the way in which, â€Å"The general outline of the town persists† comes to reflect the similar way in which the Muslim culture, although suppressed by the English, is based upon strong foundations of religious devotion and an inextinguishable spirit. Forster describes them as â€Å"Swelling here†¦shrinking there† and by doing so creates a very evocative image which captures perfectly the way in which the Indian race move ‘en-mass’ and in harmony, united in their angst to recapture their homeland. As Forster remarks, â€Å"Inland the prospect alters† and the Eurasian, Anglo-India described in the second section of the passage could not present a more stark contrast to that of Islamic Chandrapore. Here the houses belonging to the Eurasians â€Å"Stand on high ground† an important symbol which reflects the way in which the English believe themselves to be above the Indian race both morally and intellectually. It is this attitude of ignorance and racial superiority which will be developed and scathingly criticised by Forster as the novel progresses. Indeed it could be argued that humanity’s unwillingness to understand one another is the underlying theme behind the whole text and that in reality Adela and Mrs. Moore’s passage to India is in fact a deeper analogy for a more complex passage of mankind towards understanding itself. On a second rise of land lies the â€Å"Little civil station.† As the focal point for Eurasian society it is remarked that, â€Å"From here†¦Chandrapore appears to be a totally different place.† This observation encapsulates the way in which the station and its social club both seem to be isolated from the rest of India. Immersed in a fantasy world of British high society the station itself is described as, â€Å"Provoking no emotion† and â€Å"Sensibly planned.† This epitomises the logical mindset of the English, which deeply contrasts that of the spiritual Indian and highlights how even at a simple level of human understanding harmony is not possible between the two cultures creating the â€Å"Muddle† which is colonial India. Britain’s attitude of imposing herself upon other nations, typical of this time period before partition, is something heavily attacked by Forster. Throughout the text he is seen to criticise England replicated in India because to him this is unnatural and false. During the entirety of this second section of the passage Forster adopts a tone of negativity towards the English. Their section of Chandrapore is described as, â€Å"Sharing nothing with the rest of the city except the overarching sky† conveying the way in which they consciously isolate themselves from the Indians. In the overall context of the novel this image becomes very important. As gradually relations between the two races come to deteriorate the sky comes to be the only unifying element between Indian and Englishman. Further more, the way in which the image is echoed throughout the text seems to suggest the existence of a more powerful presence beyond man both physically and in terms of significance within the universe. It is Forster’s belief that ultimately the petty quarrels of man are meaningless in such a vast entity. The final section of the chapter is used by Forster to expand on the concept of the overarching sky. It is described as having a â€Å"Persistent blue core† the stars â€Å"Hanging like lamps from the immense vault† which is the sky and it is elevated imagery such as this which comes to symbolise a hope for the future of mankind. In contrast to the â€Å"muddle† and â€Å"misunderstanding† which covers India and the rest of the earth, the sky instead represents an element which unifies all men. Its persistence represents a hope that one day all the problems of man explored within the novel will pale into insignificance. It could be argued the description of the sky evokes an atmosphere akin to that of the Hindu religion. Forster remarks, â€Å"The sky settles everything† and indeed to Godbole and his fellow Hindus this is to a certain degree true. The unanswerable questions, the answers to which are sought by both Muslim and Christian are left to be pondered by Godbole. He seeks to answer questions about his own spiritual existence and the natural world around him. As a result his passage within the novel becomes one of progression as opposed one to of retreat as is experienced by Aziz and Fielding. The Chapter ends with a final short image of the mysterious Marabar caves. All around â€Å"League after league the earth lies flat,† yet in the south, â€Å"A group of fists and fingers are thrust up through the soil.† These fingers are the ‘Marabar hills’ and seem to point mysteriously towards the heavens above. The way in which they seem to separate themselves from their earthly surroundings suggests an equally unearthly presence about them. This of course will be proved true by the supernatural and inexplicable violation which Adela experiences within their walls. Dark and devoid of humanity they represent an aspect of India that the logical English will never be able to conquer. Therefore it is possible to conclude that the first Chapter of ‘A Passage to India’ can be regarded as a template for the novel as a whole. Almost all of Forster’s overall concerns are indicated by its content and it is clear that the varied description of the Indian landscape comes to symbolise differences between those who inhabit the land. This disjointed construction of society will only increase as the novel progresses ultimately leading to the personal retreat of the novel’s two main characters, Aziz and Fielding whom are unable to stand out as individuals and trapped within the confines of their own cultures. It will be only the deeply spiritual Godbole who is shown to have made any real progress via his own ‘Passage to India’ and of course Mrs. Moore, who despite her death becomes a symbol for hope by the way in which she is revered as a Hindu Goddess. â€Å"A Passage to India† – E.M. Forster Classic notes – www.classicnotes.com ‘A Passage to India’ by Forster. (2017, Jul 10).

Personal Qualities Essay Example | Topics and Well Written Essays - 500 words

Personal Qualities - Essay Example From this paper it is clear that from the time the reporter   was allowed to skip 8th grade, he discerned that the greatest element of education is success. He also learned that the reporter can do anything so long as he set his mind well. Currently, he can affirm that he is ever determined in everything the reporter does. He has also grown to be exceptionally open-minded and non-judgmental. One of the factors that contributed to this is his schooling in a private school. Attending a private school up until seventh grade exposed him to stereotypical judgments. Some students referred me as a pretentious diva living an opulent lifestyle which is often revealed by her designer clothes and expensive handbags. However, this was a false accusation. Torn between two households, a fortune holder father and a poor mother, he could probably not afford such a lifestyle. As a result of their divorce, his parents shared custody with his dad paying for his education.As the discussion highlights the author can associate his childhood spoilage with growing up in a gated community. He associated himself with kids who not only grew up with money, but also showed no appreciation for what they had. The situation was changed however by the fall of his mother’s relationship with her second husband. Being robbed off all her money by her second husband who ran away to Vietnam, him together with his mom was forced to move into an apartment. The switching of houses led to him shifting from private school to public school.

The Wiccan Religion Research Paper Example | Topics and Well Written Essays - 2000 words

The Wiccan Religion - Research Paper Example Almost all of the forms of paganism are focused around worshipping nature and multiple deities; hence they appear to be the same religions to a non practitioner. Paganism is an umbrella term which encompasses many pagan practices and religions including Wicca which is one of the most widely practiced forms of paganism. Wicca is one of the most widely misunderstood forms of paganism and people usually associate mistake it for a religion promoting evil witchcraft and weird rituals (Cunningham 2010). The Wicca has its roots in the early pagan practices and could be called its direct descendent. Even though Wiccan beliefs bear a striking dissimilarity, it can easily be traced back to the early forms of paganism. During the medieval ages, the church decided to eradicate the pagan religions because it was believed that paganism was actually linked to satanic worship. ‘Witches’ were targeted and burtally burned at stakes if found guilty of possessing the art of witchcraft. About 40000 to 100000 people were killed during the famous ‘witch hunt’ because they were suspected to be linked with witchcraft (Howard 2010). The word ‘witches’ and ‘witchcraft’ had a very negative connotation and was usually considered a symbol of devil worship, and strange rituals which involved rape or cannibalism. Many of the followers of pagan religions abandoned their sacred beliefs for fear of their lives however a few clung onto it and followed it in sec recy. The current form of Wicca actually propagated in the twentieth century however many of the followers are of the view that it is a rather refined form of the same paganism (Howard 2010). During the twentieth century, many leaders stood up to propagate ‘Wicca’ because they feared that the ancient religion of witchcraft would completely die out. In the year 1954, a civil servant by the name of Gerald Gardner published â€Å"Witchcraft today† in which he spoke of his fears of extinction of the ancient religion. He also recounted his encounter with the other members who were part of the Witch cult. He decided to spread the religion and for this purpose, Gardner formed the Bricket Wood coven in the city of Hertfordshire in 1946. For the organization of the coven, he declared himself the high priest while making Dafo the high priestess. Gardner laid the foundation of the ‘book of shadows’, the wiccan book of spirituality and personal experiences. He p reached that the book was actually an ancient practice and that its revival was necessary to revive the religion. The religion he preached, began to be known as the Gardnerian Wicca. There was however a lot of disagreement and unrest within the believers, the reason for which was the Gardner’s imposition of the Wiccan laws. The Gardnerian Wicca however attracted a lot of people and hence the Bricket Wood coven could be said to have played a vital role in the revival of Wicca. Following Gardner’s open proclamation, many other followers emerged and claimed that the ‘traditional witchcraft’ was being followed by their families since ages. With the public declaration of such a large number of followers, the Wicca began to be seen as a religion rather than a satanist cult. A large number of covens were formed devoted to the cause of guiding solitary practitioners as well as propagating the Wiccan religion across the globe. With the increased number of covens, t he religion entered from England to the neighbouring countries of Ireland and Scotland. In the 1960s,

Fashion, popular pleasures and media Essay Example | Topics and Well Written Essays - 2250 words

Fashion, popular pleasures and media - Essay Example The essay "Fashion, popular pleasures and media" talks about media, fashion and popular pleasures. The anguish in choosing the reading material for the aware and modern women helps define the difficult relationship between feminism and fashion. Even though she has an aversion towards the way women are portrayed in media but she herself is an active participant in the utilization and enjoys clothes and shopping. A six-year-old Sally and an eight-year-old Billy are sitting in front of the television enjoying their favorite programs. Suddenly an advertisement disrupts their favorite television show. The advertisement shows a woman cleaning a kitchen with a product that looks to be easy and enjoyable to use. The woman is smiling while she does her chore as she turns towards the camera and states on how quick the product helped her to clean the kitchen. Both Billy and Sally sit patiently through the advertisement and wait for their show to restart. They do not pay any attention towards th e advertisement. This is a scene that takes place at every household. Even though the time span is very short but the social impact is way beyond our imagination. A lot of individuals live their lives without being aware that how there advertisements shape their lives and how their roles get socialized. Advertisements places genders into given set roles and help perpetuate gender stereotypes. Gender representation has always been vital in order to understand what it actually means to be male or female. In the images provided to us in the patriarchal mass media surrounding us, it is always supposed that it has been encouraged to mould oneself according to a set ideal. For women, it means passivity, elegance, beauty, and good domestic ability. While for a man it means being aggressive, competitive and business minded. Now in the 21st century however, these ideas no longer seen important in order to be accepted into a society. Now, women are often self-reliant and career focused while a lot of men feel that it is their right to express themselves and indulgence themselves, to love and be loved. The new woman and new man are present in the contemporary society but the representation in advertisement is otherwise. As it is seen in the media, the role of women is highly limiting and stereotypical. Association of women with specific domestic roles has been solidified in advertisement. Women have been portrayed not as decision makers but as domestic providers who are dependent on men and are sex objects. Even though the number of offensive advertisements has declined but women are still seen as belonging to the private life of their homes. Women have to play multiple roles. One dimension is the fulfillment of her home duties and the other being a complete sex object. Early on, in the beginning of the nineteenth century, media provided a very clear cut distinction in roles of gender and the different variations within which they are exhibited. The typical

Observers of Life Essay Example | Topics and Well Written Essays - 4250 words

Observers of Life - Essay Example . There is an element of darkness in every person’s heart. Heart of darkness illustrates how Marlow conquers the darkness in his heart and attains self knowledge; but the darkness with in him consumes Kurtz who falls prey to its wrath. The oblique narrative structure of Heart of Darkness serves to pull the reader to the depth of the novel. Further more, its interwoven style suits well to unfold history, myth, and legend with a special focus being laid on the characters. The story flows with a steady onward rush that brings several characters along with it and the loose ends laid on the way are linked seamlessly in the progress, rendering soundness to the logical precision. The unavoidable presence of the primary narrator is a matter of great interest as he introduces the main character Marlow and the scenic description in the initial part of his voice. Like chorus in drama, this non-descript character surfaces in the novel when clarity is needed and facilitates smooth flow by supplying supporting passages on Marlow. Interestingly enough, the storyline is narrated from the point view of the main character, Marlow. Thus the writer is double distanced from the novel eluding his subjectivity The protagonist, Marlow looms large in the novel as he is the main character as well as the narrator of the story .While Marlow meanders down the memory lane, the readers are offered a panoramic view of an exotic landscape, lush with the entangling greenery, contrasted against the lurched lives of the natives; manipulated and exploited by the interference of the English men. Marlow stands out from the rest of the characters with his unique wisdom, analytical qualities, and judgments on every situation. The primary narrator presents Marlow as sitting cross-legged, resembling an idol with his straight back and stretched hands and attributes to him a sense of ascetic charisma. Soon the counter of a meditating Buddha begins to take

Mobile Payment Processing Systems and Analytics Research Paper

Mobile Payment Processing Systems and Analytics - Research Paper Example These standards provide the retailers and other merchants with a clear guidance on the payment process. Kaletunc (45) asserts that this kind of payment is very complex; hence, it is plausible for an entity to indulge in it when this technology is inevitably required. In addition, there are risks associated with the interlinking of card payments through mobile devices. The Mobile payment processing entails the use of credit cards on the mobile devices to effect payments with regard to various business transactions. Poor and Lang (37) posit that in this form of payment processing, any consumer handheld devices like the tablets and iPads can be used to effect payments. These devices can only serve as mobile payment processing devices when they get text data clearly. In fact, the consumers have the choice of providing their own mobile devices to effect payment. This has created efficiency and effectiveness in the payment processing due to the fact that the consumer traffic is eliminated and there is personal responsibility in case of any hitch in the payment processing. However, the scenario of the consumer bringing his own device for payment processing at the merchant business location has got its challenges. For instance, the merchant cannot manage to take control of the configuration of the client device. This compromises the retailer’s service delivery and it can culminate in craftiness and fraud among clients. The ‘payment card industry data security standards’ help in guiding the payment processes when the merchant has his own mobile device to serve customers. The standards ought to be complied with in order to avoid any inconvenience and probable fraud in the course of effecting of payment processing. This implies that the standards do not cover any eventuality pertaining to the mobile device ownership by the customers. In this regard, merchants must be very cautious and diligent while affecting the payment processing .This entails analyz ing the payment processes and verifying identity of various cards presented by the clients. The point of sale payment processing is the only scenario which applies with regard to the ‘payment card industry data security standards’. Sparck and Galliers (28) claim that square's mobile card reader technology is covered by the data security standards. The application of the mobile payment processing technology can only be successful when there is transaction security, application security and the mobile device security. There must be prevention of the customer account data from interception during the processing of payment. There must be prevention of data from interception while it is being transmitted from the mobile payment device. This is usually ensured through the use of strong encryption codes for the effecting of payment transactions. The merchants usually protect the customer’s account data through limitation of physical access to the device during transacti ng time. In fact, this is affected through the use of one-on-one service delivery at the point-of-sale (MobileReference, 37). This technological application should be protected from viruses, which destroy the customer payment data. For instance, the creation of malware, spams, Trojan and recycler computer viruses have led to massive destruction of vital documents online. This has also resulted in a total breakdown of some systems where no backup of documents

The Art of the El Camino Essay Example | Topics and Well Written Essays - 500 words

The Art of the El Camino - Essay Example The dimensional texture of her outline, unrivaled in the automotive world, sets this automobile a world apart. It is a masterpiece of art, in a class of its own, and there is nothing on earth more deserving to preserve than the 1971 El Camino. The beauty of the 1971 El Camino, a welcome addition to any art, does not in itself automatically grant it that most noble of titles "Art". It does, however, grab the viewer's attention long enough to see beyond the surface and discover the story behind the art. Reflecting the history of the era of its creation, the 1971 El Camino pulls us back to the turmoil of the times. 1971 was a year of massive conflict and the El Camino reflects the troubled past while predicting a rapidly changing future. Is it a truck, or is it a car The El Camino suffered the same lack of direction that the American public confronted. We had lost our space age zeal and lust for aerodynamic design. We were moving into a sleeker, more refined future and the El Camino was pulling us. Refined lines, a healthier profile, and a look that gives you the feeling of impending motion even at a standstill. Pablo Picasso once stated that, "Art is a lie that makes us realize the truth" (qtd. in "Pablo Picasso Quotes") Art forces us to imagine how things may be, and believe how things could be.

Ethics and Economics Assignment Example | Topics and Well Written Essays - 1000 words

Ethics and Economics - Assignment Example Though there were several reasons for the occurrence of the incident the root cause would be the escalating greed among the people who are in power. The top executives of the investments banks and other financial institutions had repeatedly promised that the companies were stable financially (Fox, 2009). The main problems that the United States faced was the decline in the standard of the financial health, liquidity crunch and also the increasing amount of leverage in forms of home loan mortgage, the collateralized form of debt obligations, the freeze in the credit markets as well as the credit default swaps. On the 15th September 2009, Lehman Brothers reported their situation of bankruptcy to the US regulatory and compliance officials. The consequences of this were the immediate collapse of the investor confidence in the stock markets and the collapse of the securities market. This had its effect on the investors of the entire world and thus the financial condition of the entire wor ld worsened. Background of the Event The collapse of the Lehman Brothers started with the repeal of the Glass-Steagall Act in the legislature in Washington D.C. The legislation arrested the unhealthy rivalry among the investment banker and the commercial banks of the United States. The act also enabled each of the sectors of the industry to focus on their activities (Sloan and Boyd, 2008). When the Act was implemented in the US economy, the Lehman Brothers became leading player in the field of housing market. The US housing market bubble followed this incident between the years 2006 and 2008 and the company earned a lot of profit from the housing mortgage business. The stock prices of the company also showed an upward trend and had a record market capitalization figure. However, the burst of the housing market bubble was waiting. March 2007 witnessed a sudden decline in the stock markets and the defaults on the mortgage lending rose exceptionally high. A large number of hedge funds experienced loss due to the event. The company took various steps relating to investments in mortgage backed assets which were not conducive to the company as well as the investors. It did not bring into public notice the wrong steps that it took and the bleak circumstances it was heading towards. The calculatingly company made manipulation in its financial statements made false claims to the public. The accounting software that the company had been using could misrepresent the actual data and manipulate the procedure of accounting and it took place in legal terms and so it did not face any compliance problem. This continued till September 2008 when the company announced its financial distress because internally the fundamentals of the company had been destroyed completely. These series of incidents led to the Financial Crisis that the entire world witnessed. Ethical Issues behind the Collapse of the Lehman Brothers The collapse of the Lehman Brothers occurred due to a plethora of e thical issues on part of the top executives of the company. From the video it is clear that there were unethical moves on part of the executives who had led to the incident (Romereports, 2009). Michel Camdessus, the former MD of the IMF, claims that extreme greed of the top executives of the company for money has led to such an unfortunate incident. It was the result of the wrong steps that a number of people took. However, there are mainly three aspects to it. First of all, the CEO of Lehman Brothers, Richard Fuld, had repeatedly lied about the activities of the company. He believed in the business model in which aggressive leverage of the securities had to be undertaken which exposed the business to a lot of risks. The CEO should have adopted an alternative

Poetry and Harlem Renaissance Essay Example for Free

Poetry and Harlem Renaissance Essay According to this poem, is there an answer to the question asked in the first line: What happens to a dream deferred? Explain how the poem does or does not answer the question. This poem was written in 1951, approximately twenty years after the end of the Harlem Renaissance. It is the only poem in this chapter on the Harlem Renaissance that was written years after its end. How is the content of the poem possibly related to Harlem and the Harlem Renaissance within a post-Renaissance perspective? Explain. The Weary Blues (pages 959-960) Listen  to the poem being read at this address: http://www.youtube.com/watch?v=Zdmp5lnj2WQ . Listening to the audio is well worth the time. After listening to the spoken version, Listen  to this version, which includes musical accompaniment: http://www.youtube.com/watch?v=KyqwvC5s4n8feature=related . Who is the narrator of the poem? Is the narrator different from the piano player in the poem? Is there a difference in the style of the poem as it shifts between the voice of the narrator and the voice of the singer? Explain. Are there any clues within the poem about the life of the singer? Why might the singer have the blues? How do you interpret the last line of the poem? Why does Hughes, the poet, choose to use the word dead? The Harlem Dancer (pages 963-964) This poem is an English (or Shakespearean) sonnet with three quatrains and an ending couplet. What celebration seems to be made in the three quatrains? How is this celebration deflated in the ending couplet? From the preface to The Book of American Negro Poetry (pages 964-966) According to Johnson, what are the contributions that can be made by Negro poets? Do you think that Johnsons statement the richest contribution that the Negro poet can make to the American literature of the future will be fusion into it of his own individual artistic gifts has been realized from 1921, the year the preface was written, to today? Why or why not? Explain your answer thoroughly.

Botany-Passive Transport Answers Essay Example for Free

Botany-Passive Transport Answers Essay Substances necessary for normal growth and development of plants must continually be transported into cells while metabolic wastes must be eliminated so that they won’t accumulate inside the cells. For instance, water as well as mineral salts from the soil solution enter root cells while carbon dioxide and oxygen through tiny pores known as stomata in leaves and lenticels in stem. Excess oxygen not utilized during cell respiration as well as oxygen produced during photosynthesis is released to the atmosphere. In most cases, movement of these substances is along a concentration gradient, that is, from regions of greater concentration to regions of less concentration. Such type of transport is known as passive transport. Diffusion is a type of transport which is concerned with the movement of solute particles. Aside from concentration gradient, factors affecting the rate of diffusion include the temperature, size of diffusing molecules and presence of other molecules aside from the diffusing one. Osmosis, on the other hand, is another type of passive transport, which is involved in the movement of solvent (e.g. water) through a semi-permeable membrane. In osmosis, the presence of a differentially permeable membrane as well as differences in the concentration of the medium and the intracellular substance (i.e. cell sap) are factors to consider in determining the direction of water flow. (madel, dito gawa k ng visuals na puede,.. kung aong maisip mo di ko nga alam kung ano puede ndin ilgay †¦. Ano kaya gagamitin ntin? Naka-acetate oh sa manila paper kaw n bhala..;) Now the walls of these cells are made of a stuff a bit like a really fine netting that will let water through but not salt (a partially permiable membrane). Now water and salt prefer being mixed together than seperated, and water will move through the cell wall towards whichever side is the saltiest, this is called osmosis. This means that because outside is saltier the water leaves the cells, so the cells empty, and like a half full bag of water, go all floppy so the whole lettuce leaf goes floppy Now if you put the leaf in fresh water there are more salts in the leaf than in the water, so water will move back into the cells making them blow up like balloons again and become all strong and rigid. So if you have some old limp Lettuce soaking it in water for a while for a while will make it go crisp again. -The leaf in the salt water would be dehydrated, as its internal osmotic pressure would make water from the leaf seep through the cellular membranes. -its osmosis. the cells in the leaf are permeable to water but not salt,so if you immerse the leaf in salt water the cell will absorb water trying to balance the osmotic pressure .if you put the leaf in fresh water the cells will dump water,the salt water will cause the cells to absorb too much water and they will burst,the fresh water leaf will dehydrate and wrinkle,i think i got it right but dont quote me. -Your talking about tonicity, the salt solution is hypertonic and would pull fluid from the plasmodesmata in the plant cellsthe plain water being relatively isotonic would have little loss of fluid depending on where you live in the country and if you used tap water or bottled. Its the same concept of cellular dehydration and water toxicity in human cells.

Impact of Brand Sound Elements on Consumers

Impact of Brand Sound Elements on Consumers Executive Summary With increase in competition and the number of media vehicles available, it has become essential for brands to establish powerful memory triggers in the minds of customers. Although, our relationship with sound is largely unconscious, sound is one of the most powerful and least explored senses in advertising and branding. India being a country with a very rich oral culture has numerous examples of sound identities created in religion, culture, traditions etc. Many smaller vendors and peddlers of India have also very effectively used sounds to differentiate themselves. Many companies are now starting to realize the effectiveness of Sonic Branding and the need for brands to have a sound identity. Some examples of famous and efficient sound trademarks are the Intel jingle, Nirma jingle, the Yahoo yodel, Apple computer sounds, Harley Davidson engine bike sound and Nokias ringtone. From just using jingles and music, sonic branding has moved to the use of sounds in various other platforms such as intrinsic product based sounds, soundscapes etc. This research aims to explore the effects of sound triggers or stimuli applied on customers to gauge the emotions and memories it evokes and hence understand how the trigger can affect the respondent. Brands across four broad categories have been considered for primary research according to the four quadrants of the FCB matrix. Various projective techniques have been used to find the associations created by the brand sounds of these chosen brands. Opinions of a few experts from advertising agencies and a few music composers have been taken to understand the phenomenon better. The findings have been analysed using the AIDA model, CAB model and also compared with similar examples from everyday life. The insights obtained have been used to come up with a framework for future companies to effectively implement sonic branding. Introduction: The impact that sound creates on anyone is profound. Sound being one of the major five senses plays a vital role in everyones day to day activities. In a country like India, which has an extensive oral culture where even a form of medication has been passed on to the next generation orally; sound is something that matters to every single soul in one way or the other. Sound is prevalent in almost all traditional forms in India ranging from festivals to discourses. In a vast country like India, each state has its own culture and each culture has its own representation of sound in its own unique ways. Right from the birth, where a special song is sung to represent the birth of a new child till the death, where in some states there are different instruments played during funeral. There are different sounds that represent different emotional states and thus it is a part of everyone and each variation of it causes a different impact. Every religion has its own usage of sound, for instance, ringing of bell and chanting has always symbolized the Hindu religion, similarly Sunday carols and Friday prayers at Church and mosque respectively. In a similar fashion and following the trend, various brands have started using sounds in all possible ways ranging from ad jingles to brand name associated music like the one Nokia has been using for years now. The main reason behind brands using sound although visual medium is still in vogue is because of the impact a particular sound creates on the user and the association with the brand name. Association of a particular sound to a product stays longer in a persons lifetime than probably a logo that one would associate with the same. There are sounds that one can easily recognize like that of a police siren or one from the ambulance which creates the sense of emergency and this sound creates a deep impact at least for a small period of time. Sound can be regarded as the best medium to communicate as the auditory signals can spread through thin air reaching a lot of people around and unlike vision which is restricted to the view of the reader. This way the reach increases and the impact is so huge that many companies have started using sound as their important means of communication. There are cases where the usage of sound has proven to increase the brand image and brand association of a particular product with the sound ,for example Kelloggs hired a Danish Lab to design a specific crunching sound for their cereal so that the customers will be able to differentiate their product from their counterparts based on the sound. Similarly, Nestlà ©s Kit-Kat has used the wafer cracking sound in its advertisements extensively thus bringing in an association between the cracking sound and their product. Sound Association with products has become so common that there are lots of products in the market which can be associated with its own song, jingle or even simple theme music. The underlying fact is that the sound that one experiences once stays forever in the minds and thus strikes a chord whenever they come across the product. This long term impact of sound makes it a more viable option than other means. There are cases where silence is the last thing customers would want, like in the case of a lounge where a mild music would help the customers ease out. This is probably the reason why a convention of sound based alerts in an elevator has come up to reassure people that they are safe even when they are alone. In the same lines was the first personal stereo developed because of which a person will not feel lonely and that sound will help him overcome his loneliness which eventually became an all time super hit product. As we all know that radio is one of the most welcomed invention and the reason why it is still popular even after the invention of television and other fancy gadgets is because of the ease of use and because sound does not require one to sit tight to get the fullest experience, a person driving his car can just tune into his favourite station and keep listening while doing the driving and so is the case with a housewife who can listen to it doing her daily chores alongside. This is one reason why people are still happy advertising through a radio. Considering Cinema, the impact that the sound creates and the value add that it provides to the movie experience is huge. Imagine a horror movie without sound and the impact it creates is not even half when compared to the one with the soundtrack on. There are many interesting cases which proves the point that sound is really a factor in any ones business; one such example would be the case of IBMs introduction of new range of noiseless typewriters in the 70s which did not sell well in the market. The reason that they found was that what they termed as noise really turned out to be a core attribute of the product and hence they re-launched the product with an artificial sound which simulated the original one. There is also the case of Las Vegas Gambling machines which were made coinless and hence the absence of the sound made by coins inside the slot machines shooed away the customers thus resulting in a drop in the revenues. There are certain products which are so attached to sound used by the vendors to sell the products that the change in the sound or absence of it might pose a threat to the product. The best example is the roadside pushcart seller who uses his distinctive voice to cry out loud and sell what he has got. There could be no better way to sell ice creams or cotton candys without using the bell attached to their push cart. When we look at various commercial products, like say a coke tin when broken open gives this unique sound which reassures the buyer of the freshness and quality of packing involved and same applies to various other food products. This kind of a sound association with every attribute attracts the producers to give more and more importance to the involvement of sound in their products. There are other instances which acts in the exact opposite fashion from what we have seen so far, the negative impact of sound associated with a product. An example to quote here would be that of a computer which produces less noise or no noise at all. In that case also sound association plays a vital role but in the opposite sense, that is, no sound or silence. Another major example here would be that of a generator which is more welcome when it produces less noise than one with a lot of sound. In this way even the absence of sound is associated with a select few products. Hence here sound might produce a negative impact on brand image. There are certain products where the sound association comes in the form of sound made by the product itself, like for example, a motorcycle which has its own distinct sound by which it is well recognized in the society. It is imperative that for these products the sound attribute must never be replaced with or removed from the product. If we run a search on product promotion using sound, there is no escape without going through our own traditional methods of product promotion or brand strengthening using sound as the major medium. Right from selling fish in a market till promoting a political party, Oral culture seems prevalent throughout our country. Processions, awareness campaigns all use sound to promote their products or ideas. Literature review Introduction to sonic branding The branding of a sound stimulus is called as Sonic Branding, Audio Branding, Sound Branding or Auditory branding, interchangeably by different authors. The power of music and sound to create a worldwide emotional response is unquestionable, but there is only little research that has been conducted to understand this phenomenon of sonic branding. Jackson (2004) defines Sonic branding is defined as the structured process, in which the acoustic becomes a part of the brand and its brand identity. .it may consist of an audio logo, a short jingle, or a brand theme. Roots of sonic branding Sonic Branding has been prevalent over centuries. The first sonic brand created was in 1859 when the chime sequence and the Big Ben bell was installed in the Westminster clock in London. Even today, whenever the chime is heard whether in grandfather clocks or mantel piece heirlooms, the City of Westminster is remembered around the world. (Stewart-Allen, 2006) Sonic branding seems to have its roots around the time humans discovered or developed music, and later used music to peddle our wares. Even today vendors in the markets who shout out to customers, ice cream trucks that ring a bell as they move, giant wheels and merry-go-rounds in village fairs have a unique sound attached to them which created fond memories in people. Jackson (2004) says in spite of all these, sonic branding has gained recognition as a separate business discipline only in the last few decades and has gained sophistication only over the last few years. Power of Sound: Music, the foundation for sonic branding, is a universally understood language and hence a powerful and feasible brand communications tool. Studies have shown that variations in the formal music structure of background music in commercials may have significant influence over the emotional responses of an audience. Music can evoke past memories, create nostalgia and transport the person to the past. The music evoked moods congruent with the feelings appropriate in such situations can be associated with increases in purchase intentions. (Alpert, Judy, Elliot, 2005) Sound is hardwired into our emotional circuit and it can often be the decided factor in a consumers choice. Studies have shown direct correlation between the kind of music played in a store and the purchase pattern of customers. Hearing is passive and listening is active, and according to Lindstrom (2005, P. 73) Even if we are more involved in hearing than listening, our mood is still affected by what we hear. While a logo is a graphical element of the brand, the sonic brand is the audio element of the brand. The objective is to create a memory trigger, linking the product name, service or benefit with a pleasant memory. Sound is also the simplest way to bypass cultural and language barriers and delivers a corporate message on a global scale (Beau, 2008). Sonic branding and advertising Every living being on earth has its own sonic signature. As human development spreads, the space available for animals and insects shrink hence there is less space for creatures that rely on sound to hunt and reciprocate. Brands face a similar challenge. Some of the acoustic principles of mature hence apply to brands also. (Franus, 2009). Apart from visual stimuli, Audio is the most widely used element in any advertisement or brand communication. In the book Sonic Branding, Jackson (2004) refers to auditory interfaces as sonic touch points. Radio, TV, cell phone, music played during telephone hold, and customer interactions in an IVR (Interactive Voice Response) system are but a few examples of the fourteen touch points Jackson identified. Sonic Logo – Sogo The most basic form of sonic branding is the sonic logo, a sogo. A sogo is a unifying, focal sonic branding device. Corporate identity literature defines a sogo to be a sonic branding device that plays the role of a short distinctive auditory signature lasting between three to six seconds. A sogo is the auditory analogue of a visual logo. For example the 5-tone (G?-C? -F? -C?- G?) Intel TM is a sogo. As another example, sonic branding for different models of the Nokia phones may be different but related musically as a family, signed off by the same sogo. The sogo activates the entire brand knowledge that includes brand attributes, brand benefits and brand attitudes. According to Roy (2009), jingles which were the most common type of music in popular radio and TV commercials of the 80s and 90s is slowly phasing out. One does not hear jingles like that of Nirma, Hamara Bajaj or Vicco Turmeric any more. The trend is moving towards more short, crisp and memorable brand sogos. Global Examples: The power of Tarzans call, the famous MGM lion roar are some examples of sounds that are famous globally. Later came Microsofts start up tone for windows which is even today heard by more than 400 million people every day. The Intel Inside tune has been around since 1998 that it has actually made the invisible chip visible via the short distinct sound used in all its brand-building campaigns. Realising the importance of sound, Daimley Chrysler established a new department within his company to work on the sound of their car door as it was found that the way doors close can be an important factor in the perception of quality. (Lindstrom, 2005, p. 19, 21) Sonic Brands in India: According to Sanjay Raj Kurup, India is a very sonic nation and [brand] advertising in India was founded on sonic elements. He goes on to say Age old jingles of brands like Vicco Turmeric cream, Frooti (fruit drink) and Nirma washing powder have helped create strong brand identities and are remembered even today. Also, as a country, we love the voices of our actors and actresses, and any brand that uses a famous celebrity voice to promote its products has met with success. (Khicha, 2009) Further, Marketers in India have used music to sell everything from biscuits to bicycles. Britannias trademark jingle tintin tri din or the patriotic tune of Hamara Bajaj still rings in our ears. Khicha (2009) says today, in an increasingly cluttered media environment, jingles have been refreshed and modernized to hold the attention of customers. Tunes no longer just repeat the brand name, but are used in a manner where the core brand idea is tied to the music more creatively like Titans use of the symphony of Mozart Impact of Sounds: According to Julian Treasure, sounds affect us at four stages: Physiologically- Everyday life is filled with thousands of sound elements. From the alarm in the morning to the traffic and screeching of animals at night, every sound trigger creates a physiological impact on us. These impacts could include hormone sections, change in breathing, heart waves and brain waves. Unpleasant sounds like screeching sound, background sounds etc also affect us similarly. Psychologically- Music is the most powerful sound that affects our emotional state. Music is capable of changing the mood and mental condition of a person. Apart from music, natural sound affects our emotions too. Bird sound make many people feel reassured. Sound of traffic and horns increase tension and anxiety. Cognitively: We sub consciously filter sounds and only listen to what you want. For example when our name is called out in a crowd, we hear it irrespective of the background noises. This is also the reason why productivity decreases in noisy offices. Behaviourally: We move towards unpleasant sounds and move towards pleasant sounds. The best example of this is the fact that most retail sounds have a drastic effect on sales. Analysis of Brand Sounds: There are eight ways in which a brand can express itself using sound and every brand which does it has some fundamental guidelines at its centre. (Treasure, 2009). The eight ways or platforms are: Measuring Senses The main problem with conducting a sensory audit is that People tend to think about the sensory experience only in terms of the primary sense involved in the experience (Lindstrom, 2005, Pg 139). Hence it now becomes a challenge to identify the component parts of the sensory experience. The Brand Sense study (Lindstrom, 2005) covers the differences between the brands based on the senses before getting to the core of the questionnaire focusing on the senses and specific brands. Measuring Emotional response is trickier and is beyond the scope of a simple survey. Hence emotional responses are validated by starting on a simplifying assumption that emotion is related to a good or bad stimulus response. This hypothesis is later validated with the respondent. (Lindstrom, 2005) According to Banks (2009), sonic branding is one of the most intangible and poorly understood forms of branding. At its simple form a sogo is just a memorable sound attached to an identity, but for a global brand the sonic strategy can capture the essence of the entire company. Conclusion A number of brands have implemented the feature of sound stimulus to facilitate marketing strategy and building a brand. In recent years, numerous companies have followed this way to gain reputation and trust for their goods and services. It has hence been proved that the particular sound of a product can acquire distinctiveness and become a valuable trademark. It is now time to awaken the dormant senses and further utilize their unique properties in the search for brand loyalty (Fulberg, 2003) Recent Trends Use of Intrinsic unconscious Sounds: Brands have now started using more unconscious sounds to cognitively connect to the customer. With BMW patenting the sound of its car door closing and Kellogg patenting the sound of its crunchiness, more brands have started realising the importance of product sounds in creating a brand image for the product. Death of Jingles: The 1990s were times when brands used long jingles with lyrics very successfully to connect to audience. Brands like Vicco turmeric, Hamara Bajaj have very successfully used this phenomenon. In current times very few brands choose to use a brand jingle and are moving towards signature tunes, sogos etc. The problem faced with most jingles was that there is no common language across India and translating jingles to regional languages did not work well except in rare cases like that of Nirma. In Film Sound Placements: Like product placements, sound placements are also entering films. For example in the recent Aamir Khan Starrer 3 Idiots, the Airtel AR.Rahman caller tune is played whenever a phone rings in the movie. This phenomenon is likely to increase in future. Knowledge gaps: Analysis of sounds heard in our everyday lives as a part of our environment, culture, religion etc as a sonic trigger and understanding how it interacts with the listener. Semiotic Analysis of Sonic triggers to understand their meaning with respect to the context. Data analysis tool to measure the degree of interaction between the customer perception and the Brand Sounds. Metrics to measure the effectiveness of a sonic brand. Research Problem To understand the impact of brand sound elements on a consumer and to analyse how it affects their perception of the brand and further their purchase intension. Key Information Areas: Study how many Indian and global brands have effectively used Sonic branding as a key branding element. (by analysing successful case studies) To understand how people respond and interact with all the sonic triggers in their environment. Impact on brand awareness, brand recall and brand loyalty Relationship between sound element and perceived image of brand Impact on attitude towards the brand Emotional or memory triggers caused by the sound To analyse the data obtained to extract the key insights or learning that is seen across all sonic brands studied. How are the insights from each brand, related to the brands core value? Are there any lessons for future brand managers? How better can brands utilize it? Potential it holds for the future. Develop a framework for future brands to successfully implement sound as a key brand element. Rational for Research: The radio boom, internet and social media have opened up many new platforms of advertising and leveraging the power of sound for advertisers and brand managers. Also studies have shown that music played in stores has a huge impact on sales. This research is very relevant to the current times as every brand now has started recognising the power of sound in branding and is looking out for more opportunities to implement the same. There are consultancies that have come up, which specialise in offering sound strategy to their clients. In spite of all these advances, there is still very little research conducted on the effect of sound triggers on customers and the emotional impact it creates. There is also no framework to plan sound triggers as a part of a brand. Hence this research would be of tremendous benefit to Advertising agencies which create advertisements and also for brand managers as sonic branding can be made a part of a brand right from its very basic product manufacturing stage. Research Methodology: The research methodology consists of two stages: Secondary and Primary research. Secondary Research: Study of the various sonic elements found in Indian History, Culture, Religion and our environment. Understand their significance and impact (effectiveness) in the society? Analyse some popular Indian and global brands which have successfully used sound as a brand element. Primary Research: The research will be primarily qualitative as we are trying to understand intangible factors such as the impact of a sound element on a customer. Qualitative Research: Depth Interview and Dyads to understand parameters such as: The sensory impressions created by the sound brand element, Memories attached Emotions evoked. Reaction to the stimuli. Depth Interviews with experts in the Industry (Both Brand strategists and Music composers) to understand their considerations for building a sound element into a brand. Primary Research Design The FCB matrix developed by Foote, Cone and Belding of a market research agency in 1980, segregates the purchase of a customer into four different categories based on the involvement of the customer (high or low) and the motive behind the purchase (rational or emotional) For ease of comparison and analysis of data, the sonic brands taken for primary research are from four broad categories which fall in the four different quadrants of the FCB Matrix as follows. Reason for choosing the categories and test samples: Majority of the brands currently using sogos and Brand sounds to market themselves are from the telecom sector. For example the Nokia ringtone is played 1.8 billion times a day and is the most played sound around the world today. Although the frequency of association with these category of brands is low for a consumer, these sound elements help maintain high brand recall. Hence telecom falls in the first quadrant of the matrix being a rational purchase with considerably high amount of involvement. The samples taken for primary research from this category are: Airtel (AR Rahman caller tune) Docomo (Signature tune) Nokia (Ring tone) Products which of high emotional value and have a high level of involvement with the customer are usually prized possessions close to the customers heart. To analyze this quadrant, examples of two wheelers are taken from the automobile sector. More than Ad jingles, it is known that the engine sound of an automobile plays an enormous role in creating an intrinsic emotional connect and a perception of the vehicle in the customers mind. Hence, engine sound being a product sound for these brands have been taken as a sample for primary research. The samples taken are: Britannia (Sogo) Kellogg (Crunchy sound) Alpinliebe (Sogo) Sounds can play a massive role in creating top of mind recall and desire to purchase in the category of foods and beverages. Huge brands like McDonalds, Britannia and Kelloggs have very effectively tried to use this phenomenon in their communication. Although visuals are the most important sense to connect to when it comes to food, creating an unconscious sound trigger helps create a deeper association for the customer with the brand at a more cognitive level. In this category, brand sounds also help motivate impulse purchase. Hence, some of the product sounds and Sogos taken for research from this quadrant are: Yo-Bikes (Engine sound) Harley Davidson (Engine sound) Pulsar (Engine sound) Apart from large products and brands, there are numerous goods that brand themselves only using sounds in the environment around us. They are products with which we have very low involvement, but their effective use of certain sounds connects to people in a spontaneous and emotional way. For example, a person on the way to work may suddenly decide to polish his shoes on hearing wood tapping sound made by cobblers sitting on the platform. Polished shoes make him feel more confident of his looks. Another example would be of peoples immediate reaction to the pleading sounds of beggars even on a busy day. Some of the samples taken from this quadrant of the matrix are: Ice cream trolleys (sound of the ringing bell) Beggars (Sound made while pleading for alms) Assumption of Research: The basic assumption of this research is that the brands which fall in the four different quadrants of the FCB matrix differ in the ways and reasons for which sounds have been used to create a unique identity for themselves. The research tried to analyse the difference in the use of sound in these four quadrants based on this assumption Sampling Design: The observation and depth Interviews with vendors will be done in the cities of Ahmedabad and Chennai to observe the commonalities and differences between the cultures. The respondents will be chosen using the method of random sampling as follows: Mix of users and non users of the brands. Preferably respondents who are aware of the brand. (Note: SEC A+ and A and this particular age group has been selected based on the target users of the brands that are taken for primary research.) Expert opinions: Apart from primary research with the customers, the opinions of three experts has been taken. Mr.Biju Dominic (CEO, Final mile) who has done deep research in the fields of neural sciences, Ms.Shally Mukherjee (Account Head, Leo Burnett) and Mr.Dominic (Music and Jingle Composer) have shared their views on the topic. Findings from Observations Watching respondents doing their routine work in the given context to derive insights about their behaviour is known as Observational research. The key advantage of this methodology is that the respondents are unaware of being monitored and hence behave naturally reducing sources of error in the data. To understand the effect of particular sound elements in our daily life, the following places were observed Market Places Residential Areas and inside houses Railway Stations and Bus Stands Market Place: The market place of any city, town or even village in India will be one of the most cluttered and unorganized place in that locality. With Large shops, medium sized shops, road side peddlers, beggars, mobile vendors and of course the people and the vehicles, a market place is just chaos especially at peak hours. In such a scenario, where any sound is considered noise, it becomes crucial for vendors and peddlers to use sound to break through the clutter and attract customers. Some of the key insights obtained from the market place are as follows: The vendors who sell vegetables and fruits, call out to the female customers on the roads with respect using words like Didi, Amma etc. Some often repeat a list of vegetables that they are stocking currently. To push stocks, sometimes they repeatedly call out one particular vegetable or fruit announcing that it is fresh or that it is available for cheap rate. Thus by identifying what exactly the customer wants and needs to know to create a need for the product in the customers mind is done effectively by these vendors by using their voice as a medium of communication. The beggars who are seen in large numbers near important places provide numerous insights on sound based branding. There are different kinds of beggars. Physically Handicapped, poor with children, group of blind beggars and transvestites. Although all of them ultimately try to evoke sympathy and persuade you to part with some money voluntarily, it is seen that each of them have their own styles of using sound for the same purpose. Transvestites use the hands clapping as a symbol of their presence and to make others feel uncomfortable about it. Blind beggars grouped together and sang devotional songs with a whining flute, handicapped beggars often made sounds by knocking their begging bowls with very few coins on the floor or wall to direct the attention of passersby to their state of being handicapped and poor. Beggars who used small children to beg used a highly emotion filled pleading voice in order for people to sympathise with them. In spite of different kinds of sounds being use d, all of them make the listener feel that it is also his social responsibility to serve the poor in the country in some way. He is indirectly persuaded to part with some money. This phenomenon can also work in the opposite way. Repeated exposure to these sounds can make respondents indifferent to beggars in which case no amount of persuasive pleading appeals to the respondent. The sound either becomes redundant, noise or irritates him. The sales men similarly use their voice or recorded sound to create a mystery around the products being sold. Their calling creates a curiosity and attracts passersby to stop for his demo. Resi Impact of Brand Sound Elements on Consumers Impact of Brand Sound Elements on Consumers Executive Summary With increase in competition and the number of media vehicles available, it has become essential for brands to establish powerful memory triggers in the minds of customers. Although, our relationship with sound is largely unconscious, sound is one of the most powerful and least explored senses in advertising and branding. India being a country with a very rich oral culture has numerous examples of sound identities created in religion, culture, traditions etc. Many smaller vendors and peddlers of India have also very effectively used sounds to differentiate themselves. Many companies are now starting to realize the effectiveness of Sonic Branding and the need for brands to have a sound identity. Some examples of famous and efficient sound trademarks are the Intel jingle, Nirma jingle, the Yahoo yodel, Apple computer sounds, Harley Davidson engine bike sound and Nokias ringtone. From just using jingles and music, sonic branding has moved to the use of sounds in various other platforms such as intrinsic product based sounds, soundscapes etc. This research aims to explore the effects of sound triggers or stimuli applied on customers to gauge the emotions and memories it evokes and hence understand how the trigger can affect the respondent. Brands across four broad categories have been considered for primary research according to the four quadrants of the FCB matrix. Various projective techniques have been used to find the associations created by the brand sounds of these chosen brands. Opinions of a few experts from advertising agencies and a few music composers have been taken to understand the phenomenon better. The findings have been analysed using the AIDA model, CAB model and also compared with similar examples from everyday life. The insights obtained have been used to come up with a framework for future companies to effectively implement sonic branding. Introduction: The impact that sound creates on anyone is profound. Sound being one of the major five senses plays a vital role in everyones day to day activities. In a country like India, which has an extensive oral culture where even a form of medication has been passed on to the next generation orally; sound is something that matters to every single soul in one way or the other. Sound is prevalent in almost all traditional forms in India ranging from festivals to discourses. In a vast country like India, each state has its own culture and each culture has its own representation of sound in its own unique ways. Right from the birth, where a special song is sung to represent the birth of a new child till the death, where in some states there are different instruments played during funeral. There are different sounds that represent different emotional states and thus it is a part of everyone and each variation of it causes a different impact. Every religion has its own usage of sound, for instance, ringing of bell and chanting has always symbolized the Hindu religion, similarly Sunday carols and Friday prayers at Church and mosque respectively. In a similar fashion and following the trend, various brands have started using sounds in all possible ways ranging from ad jingles to brand name associated music like the one Nokia has been using for years now. The main reason behind brands using sound although visual medium is still in vogue is because of the impact a particular sound creates on the user and the association with the brand name. Association of a particular sound to a product stays longer in a persons lifetime than probably a logo that one would associate with the same. There are sounds that one can easily recognize like that of a police siren or one from the ambulance which creates the sense of emergency and this sound creates a deep impact at least for a small period of time. Sound can be regarded as the best medium to communicate as the auditory signals can spread through thin air reaching a lot of people around and unlike vision which is restricted to the view of the reader. This way the reach increases and the impact is so huge that many companies have started using sound as their important means of communication. There are cases where the usage of sound has proven to increase the brand image and brand association of a particular product with the sound ,for example Kelloggs hired a Danish Lab to design a specific crunching sound for their cereal so that the customers will be able to differentiate their product from their counterparts based on the sound. Similarly, Nestlà ©s Kit-Kat has used the wafer cracking sound in its advertisements extensively thus bringing in an association between the cracking sound and their product. Sound Association with products has become so common that there are lots of products in the market which can be associated with its own song, jingle or even simple theme music. The underlying fact is that the sound that one experiences once stays forever in the minds and thus strikes a chord whenever they come across the product. This long term impact of sound makes it a more viable option than other means. There are cases where silence is the last thing customers would want, like in the case of a lounge where a mild music would help the customers ease out. This is probably the reason why a convention of sound based alerts in an elevator has come up to reassure people that they are safe even when they are alone. In the same lines was the first personal stereo developed because of which a person will not feel lonely and that sound will help him overcome his loneliness which eventually became an all time super hit product. As we all know that radio is one of the most welcomed invention and the reason why it is still popular even after the invention of television and other fancy gadgets is because of the ease of use and because sound does not require one to sit tight to get the fullest experience, a person driving his car can just tune into his favourite station and keep listening while doing the driving and so is the case with a housewife who can listen to it doing her daily chores alongside. This is one reason why people are still happy advertising through a radio. Considering Cinema, the impact that the sound creates and the value add that it provides to the movie experience is huge. Imagine a horror movie without sound and the impact it creates is not even half when compared to the one with the soundtrack on. There are many interesting cases which proves the point that sound is really a factor in any ones business; one such example would be the case of IBMs introduction of new range of noiseless typewriters in the 70s which did not sell well in the market. The reason that they found was that what they termed as noise really turned out to be a core attribute of the product and hence they re-launched the product with an artificial sound which simulated the original one. There is also the case of Las Vegas Gambling machines which were made coinless and hence the absence of the sound made by coins inside the slot machines shooed away the customers thus resulting in a drop in the revenues. There are certain products which are so attached to sound used by the vendors to sell the products that the change in the sound or absence of it might pose a threat to the product. The best example is the roadside pushcart seller who uses his distinctive voice to cry out loud and sell what he has got. There could be no better way to sell ice creams or cotton candys without using the bell attached to their push cart. When we look at various commercial products, like say a coke tin when broken open gives this unique sound which reassures the buyer of the freshness and quality of packing involved and same applies to various other food products. This kind of a sound association with every attribute attracts the producers to give more and more importance to the involvement of sound in their products. There are other instances which acts in the exact opposite fashion from what we have seen so far, the negative impact of sound associated with a product. An example to quote here would be that of a computer which produces less noise or no noise at all. In that case also sound association plays a vital role but in the opposite sense, that is, no sound or silence. Another major example here would be that of a generator which is more welcome when it produces less noise than one with a lot of sound. In this way even the absence of sound is associated with a select few products. Hence here sound might produce a negative impact on brand image. There are certain products where the sound association comes in the form of sound made by the product itself, like for example, a motorcycle which has its own distinct sound by which it is well recognized in the society. It is imperative that for these products the sound attribute must never be replaced with or removed from the product. If we run a search on product promotion using sound, there is no escape without going through our own traditional methods of product promotion or brand strengthening using sound as the major medium. Right from selling fish in a market till promoting a political party, Oral culture seems prevalent throughout our country. Processions, awareness campaigns all use sound to promote their products or ideas. Literature review Introduction to sonic branding The branding of a sound stimulus is called as Sonic Branding, Audio Branding, Sound Branding or Auditory branding, interchangeably by different authors. The power of music and sound to create a worldwide emotional response is unquestionable, but there is only little research that has been conducted to understand this phenomenon of sonic branding. Jackson (2004) defines Sonic branding is defined as the structured process, in which the acoustic becomes a part of the brand and its brand identity. .it may consist of an audio logo, a short jingle, or a brand theme. Roots of sonic branding Sonic Branding has been prevalent over centuries. The first sonic brand created was in 1859 when the chime sequence and the Big Ben bell was installed in the Westminster clock in London. Even today, whenever the chime is heard whether in grandfather clocks or mantel piece heirlooms, the City of Westminster is remembered around the world. (Stewart-Allen, 2006) Sonic branding seems to have its roots around the time humans discovered or developed music, and later used music to peddle our wares. Even today vendors in the markets who shout out to customers, ice cream trucks that ring a bell as they move, giant wheels and merry-go-rounds in village fairs have a unique sound attached to them which created fond memories in people. Jackson (2004) says in spite of all these, sonic branding has gained recognition as a separate business discipline only in the last few decades and has gained sophistication only over the last few years. Power of Sound: Music, the foundation for sonic branding, is a universally understood language and hence a powerful and feasible brand communications tool. Studies have shown that variations in the formal music structure of background music in commercials may have significant influence over the emotional responses of an audience. Music can evoke past memories, create nostalgia and transport the person to the past. The music evoked moods congruent with the feelings appropriate in such situations can be associated with increases in purchase intentions. (Alpert, Judy, Elliot, 2005) Sound is hardwired into our emotional circuit and it can often be the decided factor in a consumers choice. Studies have shown direct correlation between the kind of music played in a store and the purchase pattern of customers. Hearing is passive and listening is active, and according to Lindstrom (2005, P. 73) Even if we are more involved in hearing than listening, our mood is still affected by what we hear. While a logo is a graphical element of the brand, the sonic brand is the audio element of the brand. The objective is to create a memory trigger, linking the product name, service or benefit with a pleasant memory. Sound is also the simplest way to bypass cultural and language barriers and delivers a corporate message on a global scale (Beau, 2008). Sonic branding and advertising Every living being on earth has its own sonic signature. As human development spreads, the space available for animals and insects shrink hence there is less space for creatures that rely on sound to hunt and reciprocate. Brands face a similar challenge. Some of the acoustic principles of mature hence apply to brands also. (Franus, 2009). Apart from visual stimuli, Audio is the most widely used element in any advertisement or brand communication. In the book Sonic Branding, Jackson (2004) refers to auditory interfaces as sonic touch points. Radio, TV, cell phone, music played during telephone hold, and customer interactions in an IVR (Interactive Voice Response) system are but a few examples of the fourteen touch points Jackson identified. Sonic Logo – Sogo The most basic form of sonic branding is the sonic logo, a sogo. A sogo is a unifying, focal sonic branding device. Corporate identity literature defines a sogo to be a sonic branding device that plays the role of a short distinctive auditory signature lasting between three to six seconds. A sogo is the auditory analogue of a visual logo. For example the 5-tone (G?-C? -F? -C?- G?) Intel TM is a sogo. As another example, sonic branding for different models of the Nokia phones may be different but related musically as a family, signed off by the same sogo. The sogo activates the entire brand knowledge that includes brand attributes, brand benefits and brand attitudes. According to Roy (2009), jingles which were the most common type of music in popular radio and TV commercials of the 80s and 90s is slowly phasing out. One does not hear jingles like that of Nirma, Hamara Bajaj or Vicco Turmeric any more. The trend is moving towards more short, crisp and memorable brand sogos. Global Examples: The power of Tarzans call, the famous MGM lion roar are some examples of sounds that are famous globally. Later came Microsofts start up tone for windows which is even today heard by more than 400 million people every day. The Intel Inside tune has been around since 1998 that it has actually made the invisible chip visible via the short distinct sound used in all its brand-building campaigns. Realising the importance of sound, Daimley Chrysler established a new department within his company to work on the sound of their car door as it was found that the way doors close can be an important factor in the perception of quality. (Lindstrom, 2005, p. 19, 21) Sonic Brands in India: According to Sanjay Raj Kurup, India is a very sonic nation and [brand] advertising in India was founded on sonic elements. He goes on to say Age old jingles of brands like Vicco Turmeric cream, Frooti (fruit drink) and Nirma washing powder have helped create strong brand identities and are remembered even today. Also, as a country, we love the voices of our actors and actresses, and any brand that uses a famous celebrity voice to promote its products has met with success. (Khicha, 2009) Further, Marketers in India have used music to sell everything from biscuits to bicycles. Britannias trademark jingle tintin tri din or the patriotic tune of Hamara Bajaj still rings in our ears. Khicha (2009) says today, in an increasingly cluttered media environment, jingles have been refreshed and modernized to hold the attention of customers. Tunes no longer just repeat the brand name, but are used in a manner where the core brand idea is tied to the music more creatively like Titans use of the symphony of Mozart Impact of Sounds: According to Julian Treasure, sounds affect us at four stages: Physiologically- Everyday life is filled with thousands of sound elements. From the alarm in the morning to the traffic and screeching of animals at night, every sound trigger creates a physiological impact on us. These impacts could include hormone sections, change in breathing, heart waves and brain waves. Unpleasant sounds like screeching sound, background sounds etc also affect us similarly. Psychologically- Music is the most powerful sound that affects our emotional state. Music is capable of changing the mood and mental condition of a person. Apart from music, natural sound affects our emotions too. Bird sound make many people feel reassured. Sound of traffic and horns increase tension and anxiety. Cognitively: We sub consciously filter sounds and only listen to what you want. For example when our name is called out in a crowd, we hear it irrespective of the background noises. This is also the reason why productivity decreases in noisy offices. Behaviourally: We move towards unpleasant sounds and move towards pleasant sounds. The best example of this is the fact that most retail sounds have a drastic effect on sales. Analysis of Brand Sounds: There are eight ways in which a brand can express itself using sound and every brand which does it has some fundamental guidelines at its centre. (Treasure, 2009). The eight ways or platforms are: Measuring Senses The main problem with conducting a sensory audit is that People tend to think about the sensory experience only in terms of the primary sense involved in the experience (Lindstrom, 2005, Pg 139). Hence it now becomes a challenge to identify the component parts of the sensory experience. The Brand Sense study (Lindstrom, 2005) covers the differences between the brands based on the senses before getting to the core of the questionnaire focusing on the senses and specific brands. Measuring Emotional response is trickier and is beyond the scope of a simple survey. Hence emotional responses are validated by starting on a simplifying assumption that emotion is related to a good or bad stimulus response. This hypothesis is later validated with the respondent. (Lindstrom, 2005) According to Banks (2009), sonic branding is one of the most intangible and poorly understood forms of branding. At its simple form a sogo is just a memorable sound attached to an identity, but for a global brand the sonic strategy can capture the essence of the entire company. Conclusion A number of brands have implemented the feature of sound stimulus to facilitate marketing strategy and building a brand. In recent years, numerous companies have followed this way to gain reputation and trust for their goods and services. It has hence been proved that the particular sound of a product can acquire distinctiveness and become a valuable trademark. It is now time to awaken the dormant senses and further utilize their unique properties in the search for brand loyalty (Fulberg, 2003) Recent Trends Use of Intrinsic unconscious Sounds: Brands have now started using more unconscious sounds to cognitively connect to the customer. With BMW patenting the sound of its car door closing and Kellogg patenting the sound of its crunchiness, more brands have started realising the importance of product sounds in creating a brand image for the product. Death of Jingles: The 1990s were times when brands used long jingles with lyrics very successfully to connect to audience. Brands like Vicco turmeric, Hamara Bajaj have very successfully used this phenomenon. In current times very few brands choose to use a brand jingle and are moving towards signature tunes, sogos etc. The problem faced with most jingles was that there is no common language across India and translating jingles to regional languages did not work well except in rare cases like that of Nirma. In Film Sound Placements: Like product placements, sound placements are also entering films. For example in the recent Aamir Khan Starrer 3 Idiots, the Airtel AR.Rahman caller tune is played whenever a phone rings in the movie. This phenomenon is likely to increase in future. Knowledge gaps: Analysis of sounds heard in our everyday lives as a part of our environment, culture, religion etc as a sonic trigger and understanding how it interacts with the listener. Semiotic Analysis of Sonic triggers to understand their meaning with respect to the context. Data analysis tool to measure the degree of interaction between the customer perception and the Brand Sounds. Metrics to measure the effectiveness of a sonic brand. Research Problem To understand the impact of brand sound elements on a consumer and to analyse how it affects their perception of the brand and further their purchase intension. Key Information Areas: Study how many Indian and global brands have effectively used Sonic branding as a key branding element. (by analysing successful case studies) To understand how people respond and interact with all the sonic triggers in their environment. Impact on brand awareness, brand recall and brand loyalty Relationship between sound element and perceived image of brand Impact on attitude towards the brand Emotional or memory triggers caused by the sound To analyse the data obtained to extract the key insights or learning that is seen across all sonic brands studied. How are the insights from each brand, related to the brands core value? Are there any lessons for future brand managers? How better can brands utilize it? Potential it holds for the future. Develop a framework for future brands to successfully implement sound as a key brand element. Rational for Research: The radio boom, internet and social media have opened up many new platforms of advertising and leveraging the power of sound for advertisers and brand managers. Also studies have shown that music played in stores has a huge impact on sales. This research is very relevant to the current times as every brand now has started recognising the power of sound in branding and is looking out for more opportunities to implement the same. There are consultancies that have come up, which specialise in offering sound strategy to their clients. In spite of all these advances, there is still very little research conducted on the effect of sound triggers on customers and the emotional impact it creates. There is also no framework to plan sound triggers as a part of a brand. Hence this research would be of tremendous benefit to Advertising agencies which create advertisements and also for brand managers as sonic branding can be made a part of a brand right from its very basic product manufacturing stage. Research Methodology: The research methodology consists of two stages: Secondary and Primary research. Secondary Research: Study of the various sonic elements found in Indian History, Culture, Religion and our environment. Understand their significance and impact (effectiveness) in the society? Analyse some popular Indian and global brands which have successfully used sound as a brand element. Primary Research: The research will be primarily qualitative as we are trying to understand intangible factors such as the impact of a sound element on a customer. Qualitative Research: Depth Interview and Dyads to understand parameters such as: The sensory impressions created by the sound brand element, Memories attached Emotions evoked. Reaction to the stimuli. Depth Interviews with experts in the Industry (Both Brand strategists and Music composers) to understand their considerations for building a sound element into a brand. Primary Research Design The FCB matrix developed by Foote, Cone and Belding of a market research agency in 1980, segregates the purchase of a customer into four different categories based on the involvement of the customer (high or low) and the motive behind the purchase (rational or emotional) For ease of comparison and analysis of data, the sonic brands taken for primary research are from four broad categories which fall in the four different quadrants of the FCB Matrix as follows. Reason for choosing the categories and test samples: Majority of the brands currently using sogos and Brand sounds to market themselves are from the telecom sector. For example the Nokia ringtone is played 1.8 billion times a day and is the most played sound around the world today. Although the frequency of association with these category of brands is low for a consumer, these sound elements help maintain high brand recall. Hence telecom falls in the first quadrant of the matrix being a rational purchase with considerably high amount of involvement. The samples taken for primary research from this category are: Airtel (AR Rahman caller tune) Docomo (Signature tune) Nokia (Ring tone) Products which of high emotional value and have a high level of involvement with the customer are usually prized possessions close to the customers heart. To analyze this quadrant, examples of two wheelers are taken from the automobile sector. More than Ad jingles, it is known that the engine sound of an automobile plays an enormous role in creating an intrinsic emotional connect and a perception of the vehicle in the customers mind. Hence, engine sound being a product sound for these brands have been taken as a sample for primary research. The samples taken are: Britannia (Sogo) Kellogg (Crunchy sound) Alpinliebe (Sogo) Sounds can play a massive role in creating top of mind recall and desire to purchase in the category of foods and beverages. Huge brands like McDonalds, Britannia and Kelloggs have very effectively tried to use this phenomenon in their communication. Although visuals are the most important sense to connect to when it comes to food, creating an unconscious sound trigger helps create a deeper association for the customer with the brand at a more cognitive level. In this category, brand sounds also help motivate impulse purchase. Hence, some of the product sounds and Sogos taken for research from this quadrant are: Yo-Bikes (Engine sound) Harley Davidson (Engine sound) Pulsar (Engine sound) Apart from large products and brands, there are numerous goods that brand themselves only using sounds in the environment around us. They are products with which we have very low involvement, but their effective use of certain sounds connects to people in a spontaneous and emotional way. For example, a person on the way to work may suddenly decide to polish his shoes on hearing wood tapping sound made by cobblers sitting on the platform. Polished shoes make him feel more confident of his looks. Another example would be of peoples immediate reaction to the pleading sounds of beggars even on a busy day. Some of the samples taken from this quadrant of the matrix are: Ice cream trolleys (sound of the ringing bell) Beggars (Sound made while pleading for alms) Assumption of Research: The basic assumption of this research is that the brands which fall in the four different quadrants of the FCB matrix differ in the ways and reasons for which sounds have been used to create a unique identity for themselves. The research tried to analyse the difference in the use of sound in these four quadrants based on this assumption Sampling Design: The observation and depth Interviews with vendors will be done in the cities of Ahmedabad and Chennai to observe the commonalities and differences between the cultures. The respondents will be chosen using the method of random sampling as follows: Mix of users and non users of the brands. Preferably respondents who are aware of the brand. (Note: SEC A+ and A and this particular age group has been selected based on the target users of the brands that are taken for primary research.) Expert opinions: Apart from primary research with the customers, the opinions of three experts has been taken. Mr.Biju Dominic (CEO, Final mile) who has done deep research in the fields of neural sciences, Ms.Shally Mukherjee (Account Head, Leo Burnett) and Mr.Dominic (Music and Jingle Composer) have shared their views on the topic. Findings from Observations Watching respondents doing their routine work in the given context to derive insights about their behaviour is known as Observational research. The key advantage of this methodology is that the respondents are unaware of being monitored and hence behave naturally reducing sources of error in the data. To understand the effect of particular sound elements in our daily life, the following places were observed Market Places Residential Areas and inside houses Railway Stations and Bus Stands Market Place: The market place of any city, town or even village in India will be one of the most cluttered and unorganized place in that locality. With Large shops, medium sized shops, road side peddlers, beggars, mobile vendors and of course the people and the vehicles, a market place is just chaos especially at peak hours. In such a scenario, where any sound is considered noise, it becomes crucial for vendors and peddlers to use sound to break through the clutter and attract customers. Some of the key insights obtained from the market place are as follows: The vendors who sell vegetables and fruits, call out to the female customers on the roads with respect using words like Didi, Amma etc. Some often repeat a list of vegetables that they are stocking currently. To push stocks, sometimes they repeatedly call out one particular vegetable or fruit announcing that it is fresh or that it is available for cheap rate. Thus by identifying what exactly the customer wants and needs to know to create a need for the product in the customers mind is done effectively by these vendors by using their voice as a medium of communication. The beggars who are seen in large numbers near important places provide numerous insights on sound based branding. There are different kinds of beggars. Physically Handicapped, poor with children, group of blind beggars and transvestites. Although all of them ultimately try to evoke sympathy and persuade you to part with some money voluntarily, it is seen that each of them have their own styles of using sound for the same purpose. Transvestites use the hands clapping as a symbol of their presence and to make others feel uncomfortable about it. Blind beggars grouped together and sang devotional songs with a whining flute, handicapped beggars often made sounds by knocking their begging bowls with very few coins on the floor or wall to direct the attention of passersby to their state of being handicapped and poor. Beggars who used small children to beg used a highly emotion filled pleading voice in order for people to sympathise with them. In spite of different kinds of sounds being use d, all of them make the listener feel that it is also his social responsibility to serve the poor in the country in some way. He is indirectly persuaded to part with some money. This phenomenon can also work in the opposite way. Repeated exposure to these sounds can make respondents indifferent to beggars in which case no amount of persuasive pleading appeals to the respondent. The sound either becomes redundant, noise or irritates him. The sales men similarly use their voice or recorded sound to create a mystery around the products being sold. Their calling creates a curiosity and attracts passersby to stop for his demo. Resi