Advertising - Selling a Lot More than Just a Product Essay -- Adverts,

Advertisements for various products are seen everywhere — on billboards, in magazines, on television, and countless other places. What draws the consumer into the advertisement — the actual product, the display of the sensual woman as she drinks a glass of milk, or the muscular man sporting a Ralph Lauren blanket as a loincloth? These types of advertisements display unlikely depictions of men and women to society. Today, advertisers use the influence of gender and sex to sell various products to consumers, resulting in unrealistic expectations of men and women to society. According to Vernon Fryburger, author of the book The New Age of Advertising, â€Å"The most important job for advertising is to â€Å"make a sale† for a product or a service, and to do so it must clearly establish a rapport with its audience, which means that it must consciously stay within relatively narrow bounds of acceptability in terms of language, visualizations, and general background and frame of reference† (15). Advertisers use many different strategies to sell their products to consumers. They spend over 200 billion dollars per year attempting to get the attention of consumers and to influence their decisions. An average person views 250 advertisements every day and over two million advertisements by the time they are twenty-five years of age (Baran 278). When advertisers are working on campaigns, they think about what the consumer wants and needs to see in order to purchase the product. More often than not, attractive, seductive-looking individuals are chosen for ads (Percy and Rossiter 1-5). When advertisers are preparing ad campaigns, they will usually discuss women and men can be profitably pictured (Goffman 25). An example of how ad... ... World of Advertising. Chicago: Crain Books, 1975. Goffman, Erving. Gender Advertisements. Cambridge, Massachusetts: Harvard U.P., 1979. Griffiths, Merris. â€Å"Craig, R. Stephen (1992): ‘The Effect of Television Day Part on Gender Portrayals in Television Commercials: A Content Analysis.’† Internet, 2001. http://www.aber.ac.uk/education/Resdeg/merris09.html. Kahle, Lynn R., Larry Chiagouris, editors. Values, Lifestyles, and Psychographics. Mahwah, New Jersey: Lawrence Erlbaum Associates, 1997. Meyers, William. The Image-Makers: Power and Persuasion on Madison Avenue. New York: The New York Times Book, 1984. Moog, Carol, Ph. D. â€Å"Are They Selling Her Lips?†: Advertising and Identity. New York: William Morrow, 1990. Percy, Larry, John R. Rossiter. Advertising Strategy: A Communication Theory Approach. New York: Praeger, 1980.

Brave New World Essay

Rhetorical Mode and Purpose It is better that one should suffer than that many should be corrupted.? Existing under a socially oppressive government, Bernard Marx constantly endures mental distress as a consequence of his unorthodox views. In Brave New World by Adolf Huxley, the primary protagonist struggles to voice his bitterness and disgruntled opinions, but the repressive World State tyrannize the society, and he ultimately loses his fight in becoming exiled. Narrated in the third person, Huxley details a technocratic government where signs of emotions are rendered treacherous and extreme consumerism forms the core of society. However, even more revolting is the unconscionable replication of nature through mass cloning, affirming the loss of everything fundamentally human. Through Brave New World, Huxley warned past governments who sought to increase effectiveness and stability, and continues to admonish the modern world, against increasing government intervention. Through narration, Huxley provides a panor amic scope of the horrific details and events residing under the command of a domineering government that asserts its omnipresence in all aspects of life. PASSAGE 1 (114-116) I chose this passage for both analytical purposes and interest value. Its surfeit in syntax variations stood out as a highly appealing passage to be analyzed, and the language effectively aroused suspense out of me. As the world of the savages unravels before Lenina?s eyes, her disgust heightens with each event that takes place, furthering repelling her from the culture. The underlying tone of hypnotic anticipation leads the audience through a series of events that build towards the climatical action of the passage. Through rhythmic syntax that propels the scene forward, dissonant diction and savage details, Huxley provides a lurid atmosphere as the lead-in to the horrifying act of sacrifice. Immediately, cacophonous diction begin to agitate the auditory senses. ?Harsh metallic? male voices answering the ?shrill? cries of the women initiates a perturbed mood and foreshadows deplorable events. As the audience?s sense of hearing wears away, ?a ghastly troop of monsters hideously masked or painted out of all semblance of humanity? enters to disconcert the visual senses. Nothing more than monsters completely devoid of human aspects. Monsters capable of executing actions that would appall Lenina?s society. Anticipation builds as the shrieks become ?louder and louder?; their dances, ?round and round? – and ?round and round? again. Their actions echo in successions of hypnotic movements that lull the reader into a trancelike state. ?More and more,? the leader flings black snakes ?brown and mottled.? The periodic sentence emphasis this final action as a symbol of savagery and remnant of a primitive culture that ultimately disgusts Lenina. Dull diction such as ?brown and mottled? assembles a drab layer of atmosphere that looms over the tribal ritual. Adverbs and conjunctions advance toward additional events that further feed anticipation. ?And then the dance began?Then the leader gave a signal?Then the old man lifted his hand.? Syntax and diction continue to build suspense as it mounts toward a most horrific action event. Semicolons and commas function as the dominant driving force behind the passage. Instead of inserting common periods, Huxley surrogates punctuations as a link between closely related details that incrementally build towards the summit. Without paragraph breaks to detract from the anticipation, the events flow in a continuous stream while sentence lengths and punctuations determine the rhythm and pacing. The compound-complex sentences are brought to a sudden halt with the ceasing of the drums. ?The drums stopped beating, life seemed to have come to an end.? The device that signaled life halts suddenly and a series of medium length sentences supercedes the long ones. Just as the storm the eye of the hurricane provides temporary respite, the momentary arrest of the beating only creates further anticipation, leaving the reader waiting for the other half of the hurricane. Rather than satiating expectations, syntax lurches the rhythm suddenly to induce greater anticipation and thirst so th at when it resumes, the resulting effect will be of greater impact. The scene shifts from the panoramic view to focus on the interaction between two specific characters, the old man and the boy. Analogous syntax structure directs attention to the progression of actions. ?The old man clapped his hands?The old man made the sign?The boy moved on Succinct details are unaccompanied by imagery or flowery language that would detract from the crucial suspense-arousing events. ?The coyote-man raised his whip; there was a long moment of expectancy, then a swift movement, the whistle of the last and its loud flat-sounding impact on the flesh.? The actions of the savages tapestry the shroud of luridity that continue to repel Lenina while the clause between the semicolon and comma mirror the silence before the strike of the whip. At last, the ?whistle? signifies the anticipated action that syntax, details and diction have all along foreshadowed. ?Twice, thrice, four times round he went?.Five times round, six times round? Seven times round.? Lone words that constitute sentences and telegraphic phrases cut by commas reflect the sound of the lashes. Enumeration of each lash as if a scene from a movie being played in slow motion, grants equivalent emphasize of the pain from each blow. ?A few drops fell, and suddenly the drums broke out again into a panic of hurrying notes; there was a great shout.? The anticipation is finally satiated confirmed by the abrupt burst of drums. PASSAGE 2 (142 – 144) The details and diction in this passage was striking in conveying John?s fascination with Lenina. It immediately evoked in my mind a scene from Sleeping Beauty where the Prince stumbles upon the bewitched Princess. Lenina?s introduction to John at this point of the novel likens to a scientific experiment where a new and exotic life form is presented in a previously pedestrian environment. John, engrossed with every aspect about Lenina, adopts a humble position and invests her with rapt wonderment. Upon finding her possessions, he takes immediate fascination to his discovery and indulges himself in her relics. John?s actions reflect that of a worshipper. Thus, Huxley employs a tone of reverent infatuation to manifest John?s idolization of Lenina. Dominated by alluring details, the passage aims to manifest John?s unqualified adoration for Lenina. Without delay, olfactory appeal works to captivate John by providing a sense of familiarity, an indication of Lenina?s presence. In ?breathing Lenina?s perfume? and discovering ?a cloud of scented powder?, he conveys his fanatic infatuation, and then continues to ?fill his lungs with her essential being.? A meager waft proves inadequate to satiate John?s desires. Instead, he relishes in bliss, the effusive outpouring of her presence, breathes in her scents like a drug, and allows it to pervade all of his internal organs. In addition, he imagines the ?touch of [her] smooth skin against his face, while other tactile details confirm his nostalgic longing for her. As if in the presence of a goddess, he executes his actions with the most scrupulous care. Bending over the precious box, he touched, he lifted into the light, he examined. Polysyndetons and parallel structures emphasizes each action as distinct entities with equivalent importance. Commas retard the process so as to display not cursory haste, but fastidious devotion   not coarseness, but refinement – and not brashness, but the delicacy of a worshipper in tending to a higher life form. Abstract diction continue to manifest John?s obsessive attachment to Lenina. Huxley attributes her possessions with desirous diction, labeling her perfume as delicious, her box as precious, her puzzle, a delight. John becomes entranced by her divine possessions, and muses over Lenina reverently. Delving further into the passage, comparative details attributed to Lenina and syntax portraying John as a stalker reveal the extent of his infatuation. Metaphors ascribe enigmatic aspects to Lenina, which intrigues John and plunges him into enchantment. Infatuated, he derives pleasure from unriddling her bewitched apparels. A simple pair of velveteen shorts likens at ?first a [to a] puzzle, then solved, a delight.? Lenina, furnisher of magically exotic appeal, jolts excitement into his previously mundane life of savagery. Huxley portrays her through John?s eyes as analogous to a mystery to be demystified, lock to be unlocked, cipher to be deciphered ? all of which fascinates John and builds on his infatuation. However, his conspicuous adoration becomes suppressed into a concealed form when agitation forms over the possibility of being discovered. Covert syntax and  diction depict John as an infatuated stalker. ?He heard something ? something like a sigh, something like the creak of a board.? Huxley purposefully employs ambiguous diction such as ?something? as opposed to concrete observable details. Disclosing her hiding position, Lenina?s appearance gradually comes into scope. John replies with stealthy obsession and strategically planned actions, reflected by extra inserts of commas that mirror his wary movement. ?He tiptoed to the door and, cautiously opening it, found himself looking on to a broad landing.? With enchanting metaphors and furtive syntax, literary devices continue to manifest John?s infatuation. Upon reaching the climatical action of John finally disclosing Lenina?s position, the tone ultimately assumes one of consummate reverence. Descriptive details of Lenina fast asleep enhances her chaste qualities. ?So beautiful in the midst of her curls, so touchingly childish with her pink toes?so trustful in the helplessness of her limp hands and melted limbs, that the tears came to his eyes.? Excessive use of the adverb ?so? heightens the degree of her qualities, implying an empyrean life-form inspiring awe. The child-like characteristics solicits sacred protection from John. Huxley?s delineation of her as ?limp? and ?melted? with a ?grave? sleeping face suggests death and ascendance into heaven. John, captivated, reveres her as one would of a goddess. Complex-compound sentences embroiders her purity and innocence while allusions to Shakespeare?s Romeo and Juliet continues to attribute divinity. ?On the white wonder of dead Juliet?s hand, may size/ And steal immortal blessing from her lips.? Comparison to Juliet further implies the notion of her resemblance to a goddess possessing immortality and an ethereal aura. In a humble manner, John ?very slowly, with the hesitating gesture? reach out to affirm the heavenly presence. However, his hands ?hung trembling? as he ruminates on the sacrilegious. Dare he ?profane? with his ?unworthiest? hand? Awe-inspiring details and sacredly connotated diction avouch the tone of infatuated reverence. PASSAGE 3 (232 – 233) The tone of this passage was not presented by the narration or characters in the novel, but rather created by a passage from a book being read by one of  the characters. I thought it was interesting to analyze a tone inside a passage of a passage. The abstract and metaphysical level of Brave New World reaches its apex when Mustapha Mond proceeds to read a passage from Maine de Biran?s book that justifies man?s eventual submission to God. While Biran holds the creed that individuals ultimately lose control of their lives and inevitably capitulate to the overwhelming siren call of God, Mond challenges that with the World State, one never experiences loss and thus will never seek counsel of religion. Huxley employs a tone of forensic instructiveness to allow both sides to present their cases effectively. Persuasive syntax utilized in Biran?s excerpt efficaciously compels the audience to assume his position. Immediately, the passage adopts the structure of a formal argument with Biran?s proposal of his thesis. ?We are not our own any more than what we possess is our own. We did not make ourselves, we cannot be supreme over ourselves. We are not our own masters. We are God?s property.? Simultaneous use of the pronoun ?we?, and three consecutive negatives carves away at the monolith of individual confidence. The anaphora build logical progression toward the thesis, whose brevity and sole affirmative adverb grants emphasis on unity with god. Also, rhetoric use of first person point of view lends itself to the notion that this pertains to all. Biran?s argument develops into a tone of instructiveness so as to provide support, illustrated by the transition, ?take this for example.? Repetitions in diction function to acknowledge the opposition. to have to think of nothing out of sight, to be without the irksomeness of continual acknowledgements, continual prayer, continual reference.? Syntactical analysis of Biran?s introduction reveal a tone of forensic instructiveness. Upon setting up the premise, Biran now proceeds to counter the opposition by providing rational support. The extensive length and complexity of the sentences that follow, broken down logically by semicolons and commas, carries the reader through a step by step process of rationally reaching a valid deduction. Diction, as well as syntax, justify man?s ultimate  submission to religion. With transitions such as ?feeling thus? and ?from which,? the progression towards the conclusions likens to a mathematical proof abundant with derivations. Anaphoric use of ?as the? and ?less? exhibits an inverse relationship between aging and the sentiments that prevented dependence on religion. Thus, with aging, ?God emerges as from behind a cloud? of with omnipotence, indicated by a series of fate-associated diction. ?Naturally,? one turns to God when he loses control of his world, and will ?inevitably? submit under his ?absolute? and ?everlasting? power. With spiritual and abstract diction, Biran?s concepts appeal spiritually and offer cleansing. ?So pure; so delightful to the soul.? The elongated sentence ultimately reaches its objective, its emphasis granted by a single dash. ? ? a reality, an absolute and everlasting truth.? Enhanced by mathematical instructiveness and persuasive diction, Biran effectively presents his case. After introducing Biran?s position, Mond assumes the tone of forensic instructiveness. He promptly proposes a qualified argument: ?You can only be independent of God while you?ve got youth and prosperity.? Mond builds his case upon the assertion that so long as one attains youthful desires and lives without the fear of death from old age, religion holds no significance in their life. Transitions prove to be the driving force of Mond?s counter-argument. ?Well, we?ve now got youth, what follows? Evidently, that we can be independent of God.? His argument, comparable to Biran?s, progresses logically and employs first person pronouns as well. ?And why should we go hunting for a substitute for youthful desires when desires never fail He summarizes his position with comparative rhetorical questions that juxtaposes both sides of the argument. The inquires detract rationale from Biran?s assertions while promoting his alternate solutions. Through forensic instructiveness, Mond?s counter-argum ent proves to be efficacious as well.

How to Kill Mosquitoes What Works, What Doesnt

Nursing and Health Care - 1204 Words

Impact of Institute of Medicine on Nursing Ermina Rosic Grand Canyon University: NRS-430V December 14, 2014 The Institute of Medicine Report On Future of Nursing The Institute of Medicine (IOM) is a national, independent, non-profit organization whose purpose is to provide guidance, advice, and analysis of the field of medicine. The recent IOM report regarding the future of nursing gives us a glimpse of the dynamic and progressive changes that the field of nursing will experience in the coming decade. The Institute of Medicine (IOM, 2012) report focuses on the nurses as the largest group of health care professionals and identifies nurses as key leaders in health care reform. The nursing profession is the largest group of†¦show more content†¦To have strong leadership skills registered nurses must be knowledgeable and competent in the area of their expertise. Some of the additional competencies include great communication skills, data-driven decision making, health care system operations, and principles of team work and care coordination (Lakasse, 2013). Nurses need to expand leadership skills beyond the clinical setting to improve and support the vision for the health care. Changing Current Practice to Meet the Goals of IOM As professionals we must remember that we cannot continue to practice based on attitudes such as â€Å"we have always done it this way†, or â€Å"if is it not broken we do not need to fix it.† We must allow ourselves to grow in our profession and in healthcare. Nurses must be self-motivated to learn and to follow the recommendations from the IOM (2010) by pursuing additional certifications and constantly being students of their craft. In essence, the IOM report advocates improving ourselves in order to help our patients. In the coming years, with the increased number of nurses trained to higher levels, we will see a trend towards an expanded scope of practice, greater autonomy, and uniform practice. This evolution, not only advocated by the IOM but necessitated by the changing healthcare environment, will allow nursing as a profession to take on a greater role not only in the delivery of careShow MoreRelatedNursing An d Health Care Administrator1103 Words   |  5 PagesGiving Nurses More Respect For Sara P. Thomas Nursing and Health Care Administrator Benson Mathew Nursing Student Irving, TX January 4, 2015 1200 Indy Circle Irving, TX 75060 January 04, 2015 Sara P. Thomas Nursing and Health Care Administrator 1901 North MacArthur Boulevard Irving, TX 75061 Dear Mrs. Thomas: This is my report for Giving Nurses More Respect I ve learned a lot about all the work that nurses do in hospitals while researching for this report. 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Essay William Blake Visionary Artist and Poet - 770 Words

William Blake The sight of an angel made William Blake the most celebrated poet of his time, it influenced in his poems and painting, which it became gothic to people and made him a spiritual person. William Blake was born over his father hosiery shop at 28 Broad Street, Golden Square, London in Nov. 28,1757. His father was James Blake a hosier, and his mother Catherine Wright Armitage Blake. (Blakearchive.org) William Blake, being mostly educated at home learned how to read and write by his mother and later on went to school. His parents watch that he was different from others and they didn’t push him to attend to school, the main reason why his mother decided to instruct him. â€Å"They did observe that he was different from his†¦show more content†¦A couple years later, he fell in love with Catherine Bourcher, same year later on August 18, 1782 she become his wife â€Å"Instantly recognized her future partner† when she first saw Blake enter the room†¦Ã¢â‚¬  (Bl oom page 45) Blake taught her how to read and write, â€Å" †¦ I learned to read and write, thanks to Blake.† (Ebscohost.com) She collaborated with her husband to print the Illuminated Poetry â€Å" She helped him to print the illuminated poetry for which he is remembered today.† (skoletonget.com) The couple had no children, but their love last forever. â€Å" Their union last forty-five years until Blake’s death.† (Bloom page 46) In 1784, William and his friend, James Barry set up a print shop, but the print shop did not last longer. 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Towards Critical Transnationalism Studies - Myassignmenthelp.Com

Question: Discuss About The Towards Critical Transnationalism Studies? Answer: Introducation Transnational cinema is a developing theory in the film studies of India that incorporates a variety of theories that are related to the effects of the globalization upon the economic and cultural aspects of the film. The concept of the transactional cinema shows how the Indian cinema is able to bring the changes in the films from the various cultures since the implementation of the globalization (Higbee Lim, 2010). There are a numerous number of movies in which the concept of transnational is clearly visible and these movies include My name is Khan, Bride and Prejudice and many others. The beginning of the Indian cinema was done by the Dadasaheb Phalke in the year 1913 with the introduction of the first ever full-length feature film named as Raja Harishchandra, who is also known as the father of the Indian cinema. Dadasaheb was not only the producer of the film but was writer, director, editor, cameraman, make-up artists and the art director. The movie was also screened in London in the year 1914 (Grant, 2017). Later Dadasaheb supervised and managed the production of twenty-three films from the year 1913 to 1918. The early growth of the Indian Film Industry was not rapid as compared to the Hollywood. The word of Bollywood is a play on Hollywood with the B that comes from Bombay (currently known as Mumbai), the center of the film world. Later on, many people contributed to bringing new movies in India and these people get the inspiration of film from the culture of the country (Souza, 2014). The culture of India is diverse that is providing a large dose of ethnicity to the Bollywood nowadays. Most of the filmmakers are getting the inspiration from the various communities, cultures and combining culture in an interesting picture on the silver screen. Taran Adarsh shared the opinion that the cultures and ethnicity are importantly included in the course of the filmmaking in India (Mankermi, 2013). Bollywood is well-known for the full of colorful people who are willing to explore the cultures and represent it. For instance: - Bride and prejudice is a film that is produced by the Gurinder Chadhas. The movie is inspired by the Jane Austens Pride and Prejudice that emphasis on the difference between an American idea of weddings and marriage along with that an Indian idea of the marriage and weddings. This movie reflects the culture of the marriage and weddings with the fact that there is the difference in the rituals and weddings of India and America. The idea of the marriage is adopted with the culture of India. This culture of an Indian wedding is represented in numerous numbers of films in Bollywood but this is the film in which the filmmaker has tried to reflect the transnational Indian drama (Oliete-Aldea, 2012). Similarly, in another movie, my name is Khan; there is on the role of the Hindu women that reflects the culture and drama of India. The movie shows the collaboration of two religions Hindu and Muslim, in which a boy belongs to the Muslim cast. In one of the scenes of the movie, they were praying according to their religion. So, the filmmaker is reflecting the diverse culture in the movie My name is Khan (GlobalVoices, 2010). The filmmakers of Indian cant make the movie without the drama so the movie includes the drama which is reflected in the form of performance. Drama is the particular mode of fiction that is represented in the performance. The drama and theatre in India are as old as the dance and music. In the early times, the drama was recognized as Natya and Nautanki. In the recent times, the filmmakers present the people related to the art festivals and cultural functions. There are many people in India who are influenced by the modern theatre rather than the classical theatre. For people who like to do drama, no place is better than film industry which is commonly known as Bollywood. Drama in Hindi movies can focus on the life of the characters and on different aspects that affect the life. The filmmakers of India are adding drama with the use of the transnational cultures (Chakraborty, 2014). In simple words, the writers and producers are attempting to mix the characters, plots and the setting of the Indian Bollywood films with the traditional Hollywood settings, characters, and plots. Example; the movie Bride and Prejudice launched in the year 2004 include the Amritsar, Indian family into the basic plot of Jane Austen novel Bride and Prejudice and keep an eye on them through Indian, UK and US locales (Francus, 2010). The movie is the perfect mixture of the Bollywood and Hollywood and this is the reason the advertising tagline for the movie was "Bollywood meets Hollywood" which was filmed in India, the United States, and the United Kingdom. Along with this, the advertisement tagline of the film is also suitable which makes it the center of attraction and people get attracted towards it (Turow, 2016). The film consists of some characters having the same names that are discussed in the novel, the international element of this adaption eliminated Austen's focus on dealing with the gender and substitutes it with an international view and the financial relationship among the two nations. The above discussion clearly shows that the Transnational Indian Drama is increasing in movies of India. The writers and filmmakers are making the effective use of the globalization in their films (Ganti, 2013). These movies include not only the culture of India but also the culture of the other countries such as US and UK which makes these movies unique. Most of the movies of India reflect the culture of their country. References Chakraborty, K. (2014).Indian Drama in English. PHI Learning Pvt. Ltd. Francus, M. (2010). Austen Therapy: Pride and Prejudice and Popular Culture.Persuasions On-Line,30(2). Ganti, T. (2013).Bollywood: a guidebook to popular Hindi cinema. Routledge. GlobalVoices. (2010). My Name is Khan Cultural Politics in India. Viewed on 21st January 2018. https://globalvoices.org/2010/02/17/my-name-is-khan-cultural-politics-in-india/ Grant, A. (2017). What is Bollywood?. Viewed on 21st January 2018, https:Answer: Higbee, W., Lim, S. H. (2010). Concepts of transnational cinema: Towards a critical transnationalism in film studies.Transnational Cinemas,1(1), 7-21. Mankermi, S. (2013). Ethnic effect: Diverse culture of India taking Bollywood by storm. Viewed on 21st January 2018, https://www.indiatoday.in/movies/bollywood/story/ethnic-effect-diverse-culture-of-india-taking-bollywood-by-storm-218444-2013-11-23 Oliete-Aldea, E. (2012). Gurinder Chadhas Bride and Prejudice: A Transnational Journey Through Time and Space.International Journal of English Studies,12(1), 167-182. Souza, N.D. (2014). A Brief History of Indian Cinema. Viewed on 21st January 2018, https://www.goldenglobes.com/articles/brief-history-indian-cinema Turow, J. (2016).Media today: Mass communication in a converging world. Taylor Franci

Netflix Case Solution Research Paper Example

Netflix Case Solution Paper Anthony Morand Master in Business Management 1 – How is the online movie rental business changing? Map the industry’s value chain from end to end. Since the creation of Netflix in 1997, the online movie rental business has been changing constantly forcing companies to adapt their strategy. At the earliest activity of Netflix, Blockbuster dominated the market and customers were renting VHS movies and DVDs directly from retail locations, around 70% of the rental concerned new releases. Then Netflix popularized the online movie rental by offering its customers the possibility to rent a movie directly from its website to finally have the DVD mailed to them. Afterward, Netflix has to face a growing competitor network, not only from classical retail locations but also on Internet. Customers became more and more demanding about the delay of deliveries, the availability and choice of the movies and the flexibility concerning the fees for late returns. Customers started to subscribe to prepaid plans enabling them to rent a number of DVDs relative to their plan or package. The next big step came with the development of video- ­? on- ­? demand a mix between pay- ­? per- ­? view programing and Internet downloading and the apparition of HD movies. Customer could now directly watch heir movie on specific TV channels or on Internet; they were also able to download them. We will write a custom essay sample on Netflix Case Solution specifically for you for only $16.38 $13.9/page Order now We will write a custom essay sample on Netflix Case Solution specifically for you FOR ONLY $16.38 $13.9/page Hire Writer We will write a custom essay sample on Netflix Case Solution specifically for you FOR ONLY $16.38 $13.9/page Hire Writer The process was and is still complicated and even if VOD is the future of online movie rental the adoption is slow. For VOD to become a mass product market it need to become easier without having some kind of transition system between a PC and a computer but it also need to have a large choice of movies which is filtrated by licencing obligations. Most of the company use a similar value chain model. After the inbound logistic process in which companies buy the DVDs to their suppliers, the customers subscribes to the service and create a profile ith information which will help the company to promote a selected range of DVDs. Customers can chose different plans such as unlimited, 3 movies per months etc. usually charge monthly. When the selection is made by the customer the movie is mailed to him and when he has finished to watch it, he send it back to the company in a provided prepaid envelope. Now, most companies let customers keep the movies as long as they want without charging any extra. The all process could be summarized as fallow: Marketing and communication operations Aquisition of the movie, warehousing and inventory 2 - ­? What are the underlying forces that are riving industry change and are their impacts favourable or unfavourable? The industry change is directly linked to Internet evolution and the growing number of films, series, music etc. Indeed as explained in the case the industry growth is based for 70% on technology and 30% on art which makes the activity hard to forecast. The availability of more and more content the last years has positively impact the demand. Also the development of the cable TV, and the continuously growing content on Internet have participated to this increasing demand and contributed to change customer expectations who now want their needs to be satisfy as oon and as cheap as possible. Internet ecommerce and security of payment are also linked to these changes, peoples feel more confident to make online transaction than before . Online piracy such as peer- ­? to- ­? peer negatively affect the industry by enabling potential customers to get their movie rapidly, for free ands sometime even before they came out on the theatre. Until now, the bad quality of Subscription of cutomers and creation of its profile Selection of the movies from the customer VOD Download or instant watching Customer send back the movie Movie is watch by the customer Classic System Shipping pirated films was a break to ts development but this is a trend that starts to disappear with the recent availability of HD films. Finally, they are still many zones that are still not properly equipped for Internet and this is big threat for Netflix who operate only on the web. 3 - ­? How strong are the competitive forces confronting Netflix in the DVD rental marketplace and what is their impact on competitive intensity and future industry profitability? Do a  « five- ­? forces  » analysis to support you answer. The market for Netflex is highly competitive, indeed the company face both online and traditional competitors. In terms of existing competitors, the main nes are Blockbuster, Hollywood video, Movie gallery etc. each one has its own competitive advantage. For example Netflix is the pioneer of online movie rental, they are specialized in non famous movies and benefit from a large choice of videos comparing to classic retailers which are restricted by their store size. Netflix’s website enables a better understanding of its customers needs and thus a better advertising strategy. In the other hand comparing to Blockbuster who own a huge network of retailers they suffer from a lack of immediacy, they can only reach Internet users. The new entrants on VOD market such as Vongo or MovieBeam epresent an important threat for Netflix regarding all the ventures and agreements that have already been made. Also, these players offer essentially VOD services which are supposed to be the futur e of the online market. In the other hand there is not a big risk to see many companies entering this market because of the high capital required to get access to the movies’ licences. Buyers’ power is very high because they have many stores or website available to rent their movies and they have access to the different prices. Suppliers’ power could be high for new releases but for independent productions or old movies their power trend to ecrease. This is an opportunity for Netflix which is consider as the specialist of non famous films. Supplier power is also dependent on how many they are working with the same distributor. It seems that their power is very high on the VOD market especially in the US because of the need of licence from the content owner. In terms of product of substitution, apart of video theatres, Apple is in my opinion a dangerous competitor with Itunes or the Apple TV. They also offer portable VOD with the possibility to rent a movie and to watch directly on an Ipod, Ipad etc. Film piracy is also a huge threat for all the industry, more and more eople are now able to find what they are looking for in a few click for free at a quality very close to original DVDs. 4 – What does your strategic group map of this industry look like? Is Netflix well positioned? Why or why not? Large Choice Netflix Direct comp. Blockbuster†¦ Internet VOD Vongo, MovieBeam Small Slow Apple Cable TV Time for delivery Fast After years competing on the online movie market Netflix and Blockbuster both performed pretty well. Blockbuster has an important network of retailers which enable a fast service and Netflix an large stock of movies especially not well known ones. They are distributed through a nique website enabling the company to offer a biggest choice for a reduced cost. This is a short term analysis and there is, in my opinion, a new way to see the market, in three or Five years from now we can make the hypotheses that nobody will be renting a movie in a retail store or even more from Internet where customer need to do the effort to return the DVD per mail. The key success factors in the future seems to be the rapidity to provide a movie and a large choice always available without difficulties. At the moment Cable TV have an advantage on this On- ­? demand emerging market by providing a movie immediately and directly the TV screen which remain the favourite customers support. However, even if this is more convenient than transferring a movie from a computer to a TV, they suffer from a lack of choice. Internet VOD allows customers to access to a larger film selection even if this one is still restricted and inferior as traditional players. If online mail order business trend to disappear, it would be hard to say that Netflix is better positioned than Blockbuster, both company could not be able to survive. However Netflix has some advantages that can help them to succeed on the long term. Indeed, Netflix already has an important network of customers and nformation about them, also it is the only one specialised in independent movies with the most important choice of films which involve existing agreement with suppliers. Even if in the short term Netflix is still well positioned it will not remain like that on the long term and it will depend on its next move. 5- ­? Does Netflix has adequate competitive strength to go head- ­? to- ­? head against Blockbuster and other key rivals? What does Netflix need to do to strengthen its competitive position and business prospects vis- ­? a- ­? vis Blockbuster and other rivals? As we have seen previously, Netflix has competitive advantages that enable the