Wednesday, November 27, 2019

Presenting Rory Sutherland as a Hero of Advertising Essay Example

Presenting Rory Sutherland as a Hero of Advertising Essay Presenting Rory Sutherland as a Hero of Advertising BY Jaymes2510 James Essex Presenting Rory Sutherland as a Hero of Advertising Word Count: 1133 Words Born in 1965 in a small town called Usk, Monmouthshire, Rory Sutherland has rose through the ranks in the advertising industry to become one of the most influential fgures in advertising (The Marketing Society, 2013). Rory began his studies at his local school Haberdashers, and then on to further his studies at Christs College, Cambridge. During school, Rory was a mischievous child. His brother recalling a ituation in which, in Rorys Latin class the teacher wondered whether he had time for a new exercise. *dow much time have I got? the master muttered to himself as he looked at his watch. Not long unless you give up smoking, Sir, was Rorys response. (The Wiki Man, 2011) This sense of foolishness and carefree attitude seems to have followed Rory into his later life, work and has possibly made him the influential fgure he is today. Rory seemed to be following in the footsteps of Sir Martin Sorrell from an early age, however it seems that the rebellious attitude seemed to diminish the similarities egan teaching at a grammar school in Aylesbury. This would not last long however. The contents of the staff room proved too depressing to bear (Ogilvy, 2013). After applying to numerous advertising and marketing Jobs, Rory finally landed a position at Ogilvy Mather Direct where things did not improve, Paul ODonnell, chairman of Ogilvy Mather saying he was without a doubt the worst graduate trainee we ever hired (The Wiki Man, 2011). We will write a custom essay sample on Presenting Rory Sutherland as a Hero of Advertising specifically for you for only $16.38 $13.9/page Order now We will write a custom essay sample on Presenting Rory Sutherland as a Hero of Advertising specifically for you FOR ONLY $16.38 $13.9/page Hire Writer We will write a custom essay sample on Presenting Rory Sutherland as a Hero of Advertising specifically for you FOR ONLY $16.38 $13.9/page Hire Writer Rory had many Jobs at Ogilvy and it seemed like he was terrible at all of them. Rory always had a keen eye for seeking out new developments in technology and making se of them. Rory Joined the agency at the brink of a technological boom, when computers and the Internet were starting to advance rapidly. When Ogilvy got a new information machine called MAID, (a piece of equipment that would give answers to questions being typed into it), they had no choice but to let Rory use it, as he was the only one that knew how. Paul ODonnell (2011) stated that this was the worst thing they could have let Rory do. Instead of actually planning, he would sit in front of the machine typing in question after question, looking at the answers and saying fascinating, fascinating. After being moved from account management to planning, and then being fired from that, it seemed like there was no hope for Rory. That was until an outcry across the office forced them to give Rory one more chance. He was moved to the creative department and flourished. Within five years Rory was made Executive Creative Director. Rory has become an expert on behavioural economics and believes advertising and marketing must be seen as a science. In a TED Talk filmed in Athens, Rory talks about how Perspective is everything and how much too time is spent looking for technical engineering solutions and not enough time ooking for psychological solutions. Using the following example where he talks about the Eurostar Journey times, he sums his statement up perfectly: Six million pounds spent to reduce the Journey time between Paris and London by about forty minutes. For maybe ten percent of the money you could have paid all of the worlds top male and female supermodels to walk up and down the train, handing out free Chateau Petrus to all passengers. Youd still have five [million] pounds in change and people would ask for the trains to be slowed down. (TED Talks, 2012) This is a brilliant example of the creative and knowledgeable way Rory looks at the dvertising industry and using this insight, he has launched a new initiative called #ogilvychange. Founded by Rory himself and Director of Strategy Integration Jez Groom, #ogilvychange uses leading research in cognitive psychology and the communication expertise of Ogilvy to create a new way of advertising, to change the minds and behavior of the consumers in a way that makes advertising much more effective. Rorys view of looking at advertising and marketing as purely a science rather than an art form is not brand new however. In 1923, Claude C. Hopkins published his book advertising and the need to target the man rather than the masses. In other words, advertising that targets a large quantity of people is going to be less effective than advertising that focuses on targeting an individual, finding out the way they think and targeting a more psychological advertising campaign towards them using a scientific approach. In his book, Claude Hopkins says: Dont think of people in the mass. That gives you a blurred view. Think ofa typical individual, man or woman, who is likely to want what you sell. Dont try to be amusing. Money spending is a serious matter (Scientific Advertising, 1923) Rory seems to be carrying on this scientific approach to advertising, working with big lients such as British Airways, British Gas, IBM and many more to change the way people think and behave. Rory has championed the behavioural economics agenda at Ogilvy Mather and working with a team of experts, he will oversee the future of Looking at Rory Sutherland, as a hero of advertising at the present moment may be slightly difficult to comprehend, after all, Claude Hopkins pioneered the idea of scientific advertising and as such, shaped the way advertisers target their consumers. As a personal opinion, I would argue that Claude Hopkins has made much more of a contribution to advertising in the behavioural economics and sychological advertising segment and is therefore more worthy of the title Hero of Advertising. However if we look at the work Rory Sutherland is currently undertaking at Ogilvy Mather, the use of his understanding of behavioural economics and psychological advertising to create a whole new agenda for the company, #ogilvychange, I can not say that he has had no contribution to the advertising industry. His skills speak for himself; his bubbly and rebellious attitude from a young age has made him a charismatic person and as such, he has managed to rise through the ranks at Ogilvy Mather at a substantial rate. Perhaps this is why he has such an understanding of behavioural economics and consumer psychology, because he can relate to the consumer on a human level. As such, although Rory Sutherland may not be worthy of the title Hero of Advertising at the present moment in comparison to such pioneers as Claude Hopkins, I can see the use of his understanding of consumer psychology and his founding and running of #ogilvychange putting him in a prime place to soon become a Hero of Advertising. Hopkins, C. , 1923. Scientific Advertising [online] Available from: http:// www. scientificadvertising. com/ScientificAdvertising. f [Accessed October 2013] The Marketing Society, 2013. Ogilvy and Pimp My Cause partnership [online] The Library. Available from: https://www. marketingsociety. co. uk/the-library/ogilvy-and- pimp-my-cause-partnership [Accessed October 2013] #ogilvychange, 2013. Little Ideas From Big Thinkers [online] #ogilvychange. Available from: http://www. ogilvychange. com/ [Accessed Octob er 2013] Ogilvy Mather. 2013. Rory Sutherland. [online] Available from: http:// www. ogilvy. co. uk/our-people/rory-sutherland/. [Accessed October 2013] Ogilvy Mather. 2012. Ogilvy Mather UK Launches new Behavioural Sciences Practice [online] Available from: http://www. ogilvy. co. uk/blog/ogilvy-mather-uk- launches-new-behavioural-sciences-practice/ [Accessed October 2013] Ogilvy Change, 2013. An Introduction to #ogilvychange [video, online] Available from: http://www. youtube. com/watch? v=PYoD1 IWEYpg [Accessed October 2013] Sutherland, R. , 2011. The Wiki Man [online] London: Its Nice That and Ogilvy Group Ted Talks, 2012. Rory Sutherland: Perspective is Everything [video, online] Available from: http://www. ted. com/talks/rory_sutherland_perspective_is_everything. html [Accessed October 2013]

Sunday, November 24, 2019

A ROSE FOR EMILY Essays - Fiction, A Rose For Emily, Free Essays

A ROSE FOR EMILY Essays - Fiction, A Rose For Emily, Free Essays A ROSE FOR EMILY A Rose for Emily takes place after the Civil War and into the 1900?s in the town of Jefferson, Mississippi?a town very similar to the one in which William Faulkner spent most of his life. It is a story of the conflict between the old and the new South, the past and the present?with Emily and the things around her steadfastly representing the dying old traditions and the present expressed mostly through the words of the narrator but also through Homer Barron and the new board of aldermen. The issue of racism also runs throughout the story. In part I, Faulkner refers to Emily as a "fallen monument", a monument to the southern gentility that existed before the Civil War. Her house is described as having once been white?the color of youth, innocence and purity, and also of the white society?but decayed now and smelling of dust and disuse. It stands between the cotton wagons (the past) and the gasoline pumps (the present)an "eyesore among eyesores". Emily comes from an upper class family and grew up privileged and protected by her father. An agreement between her father and Colonel Sartoris?a character we assume was a veteran of the Civil War and who also represented the old South with his edict that no Negro woman should appear on the streets without an apronexempted her from paying taxes. The authorities decide to pay Emily a visit to try to collect the taxes due the town. When we are introduced to Emily, she is described as being in black?the color of death?and her eyes are lifeless?"two small pieces! of coal". The description of Emily is not unlike that of her house, and I thought of a corpse when reading that "she looked bloated, like a body long submerged in motionless water, and of that pallid hue."the dying old traditions. The tarnished gold head on her black cane is the one reminder of her affluent, upper class position of years ago. And the invisible watch hanging from her neck but hidden under her belt is symbolic of her living in the pasttime at a standstill in the Grierson house. When asked if she got the tax notice from the sheriff, Emily claims she has no taxes to pay and refers them to Colonel Sartoris who has been dead for ten yearsanother indication of Emily?s living in the past. Referring to the sheriff, she says, "Perhaps he considers himself the sheriff?I have no taxes in Jefferson." This implies that Emily still considers herself superior to the rest of the town. Emily has difficulty accepting the death of her father, and she hangs onto him and the past for three days after he dies until she finally allows the body to be taken away for burial. Her father had overprotected her throughout her life, chasing suitors away because they weren?t good enough for her. And when her sweetheart deserts her, she becomes a virtual recluse. The "only sign of life" is the young Negro servant who gardens and cooks for her. In fact, it is apparent that Emily would have died years earlier if he had not taken care of her. To me, Faulkner is suggesting that the South will die, or certainly not progress, unless its culture changes and it accepts the Negro as a vital part of society. I wonder if the smell of Homer?s rotting corpse represents racial prejudice: the 80 year old mayor refuses to directly confront Emily about the odor?just as he would not deal with the immorality of racial repressionand after several complaints, four aldermen take it up! on themselves to do something about it. Three of them are "graybeards" representing the old South; one of them is a "younger man, a member of the rising generation". I think the three older men helped to find the source of the stench, but they didn?t really do anything to stop it?I believe it is the young alderman who spreads the lime in a "sowing motion" in an effort to get rid of the smell?the lime perhaps representing tolerance. After her father dies, Emily disappears within the house for some time; but when a construction company comes into Jefferson to pave the

Thursday, November 21, 2019

Remove Uncertainty for Iraqi Translators Essay Example | Topics and Well Written Essays - 750 words

Remove Uncertainty for Iraqi Translators - Essay Example Tariq informed that after withdrawal of the US forces, he prefers to stay at home and spends most of his time in cultivating hobbies such as gardening, until the time he receives his visa to migrate to the US. Tariq is much dismayed at the delay in getting the visa and he feels that senior officers in the command that he worked for are also helpless in speeding up the visa process because of the several formalities and processes that have to be completed. Despite the validity of an American law that provides for expedited visas under provisions of the Special Immigrant Visa Program to almost 20,000 Iraqi citizens that worked for the US in Iraq, not much headway has yet been made in making it possible for these Iraqis to relocate to the US (US Immigration, 2011). Tariq is disappointed because despite having excellent recommendations from the US army officers with whom he worked, the State Department simply takes the plea that it is helpless because a number of security checks have to be carried out by several departments. During the talk on the radio, Marie from Rhode Island was the first to join in. Marie informed she too was in Baghdad for about one year and was required to work with interpreters. She was in agreement that interpreters often received threats and informed that two of them were shot dead while she was in Baghdad. She was aware that there is a great deal of paper work and red tape involved in getting these interpreters to migrate to the US, which is obviously very depressing.