Analysis of the use of music in advertising.

Analysis of the use of music in advertising. IntroductionEmotional PlaygroundMusic has been known for centuries to have a powerful effect on human responses. In the social science context, music is particularly known for its effectiveness in triggering moods and communicating nonverbally. Many marketing practitioners already accept this notion, given that music is increasingly used as a stimulus in the retail environment as well as in radio and television advertising. Music has been shown to affect consumer behaviours, particularly shopper behaviour (Milliman, 1986), as well as emotional responses (Kellaris and Kent, 1994). Marketers that playing music is in itself not enough, that music needs to be used to target groups in the market place, to differentiate from competitors and to maximise image rather than serving as a distraction. It is therefore not surprising that music has become a major component of consumer marketing, both at the point of purchase and in advertising (Bruner 1990). In this essay we will explore the role of music in advertising.AdvertisingSeidman (1981) reviewed the contributions of music to media productions (movies and educational films), concluding that cognitive and affective comprehension of stimuli can be influenced. Music is a complex chemistry of controllable elements (Bruner, 1990). Unfortunately, no definitive taxonomy of music elements has been developed. Time and pitch-related characteristics appear on almost all lists and also have some empirical confirmation (Kellaris and Kent, 1994). Though less clear, evidence also has been found for a third factor, musical texture (Bruner, 1990).Advertisers often deliberately try to convey and transfer underlying, yet unasserted, meanings to viewers. The view that an advertisement is a one-way communicative process is a narrow one since one also needs to consider the information processing responses of the receivers as they perceive and interpret messages and images in advertisements (Procter et al 2001). Designers of advertising me ssages expect viewers...

Free Essays on Daughter Of Amcoma

Welcome to a world where knowing politics is survival and the best atFeist has joined with Janny Wurts to render a tale from the other side of the Rift War, the Tsurani Empire of Kelewan. Feist's and Wurts's new series takes the reader on a ride through the Empire, while the war with Midkemia takes a distant yet poignant back seat. As the story opens, Mara, the daughter of Lord Sezu of House Acoma, is vowing her honor and future to the Order of Lashima, Goddess of the Inner Light. Lord Sezu and his son and heir, Lanokota, have fallen in the battle with Midkemia. Brought down by the treachery and betrayal of a rival house, Minwanabi and the Lord Jingu, the House Acoma's fate descends upon Mara mere moments before she is sworn into the Order. Grieved and stunned by the deaths, she is whisked away to become Lady of House Acoma, a rarity in the history of the Empire. As her barge thrusts through the waterways of Kentosani toward her home, Mara is beset with thoughts of vengeance, pain, fear, anger, and confusion as she struggles to deal with the deaths of her admired father and adored brother and her new duties as Lady of House Acoma. The Acoma garrison has been weakened because hundreds of her father's soldiers followed him into battle and were cut down by the Midkemian barbarians in that distant land. Though wealthy, the House Acoma is in grave danger of being destroyed by a further thrust of Lord Jingu of the Minwanabi as he plays the time-honored Game of the Council. Realizing she is naive in the Game of the Council, where low houses can be made mighty and mighty houses ascend to the Emperorship or end in ruin, Mara must quickly gain experience if her family name is to survive. The empire Mara and her family have lived in for so long is full of political maneuvering, blood feuds, assassins, and wily merchants, beggars and grey warriors. House Acoma is one of the oldest families of the Empire and, with the recent events, ... Free Essays on Daughter Of Amcoma Free Essays on Daughter Of Amcoma Welcome to a world where knowing politics is survival and the best atFeist has joined with Janny Wurts to render a tale from the other side of the Rift War, the Tsurani Empire of Kelewan. Feist's and Wurts's new series takes the reader on a ride through the Empire, while the war with Midkemia takes a distant yet poignant back seat. As the story opens, Mara, the daughter of Lord Sezu of House Acoma, is vowing her honor and future to the Order of Lashima, Goddess of the Inner Light. Lord Sezu and his son and heir, Lanokota, have fallen in the battle with Midkemia. Brought down by the treachery and betrayal of a rival house, Minwanabi and the Lord Jingu, the House Acoma's fate descends upon Mara mere moments before she is sworn into the Order. Grieved and stunned by the deaths, she is whisked away to become Lady of House Acoma, a rarity in the history of the Empire. As her barge thrusts through the waterways of Kentosani toward her home, Mara is beset with thoughts of vengeance, pain, fear, anger, and confusion as she struggles to deal with the deaths of her admired father and adored brother and her new duties as Lady of House Acoma. The Acoma garrison has been weakened because hundreds of her father's soldiers followed him into battle and were cut down by the Midkemian barbarians in that distant land. Though wealthy, the House Acoma is in grave danger of being destroyed by a further thrust of Lord Jingu of the Minwanabi as he plays the time-honored Game of the Council. Realizing she is naive in the Game of the Council, where low houses can be made mighty and mighty houses ascend to the Emperorship or end in ruin, Mara must quickly gain experience if her family name is to survive. The empire Mara and her family have lived in for so long is full of political maneuvering, blood feuds, assassins, and wily merchants, beggars and grey warriors. House Acoma is one of the oldest families of the Empire and, with the recent events, ...

Landscape Architecture Semester Project Term Paper

Landscape Architecture Semester Project - Term Paper Example The institute has original and unique experimental equipments for example vibration tables for earthquakes simulations, climatic chambers used for the purpose of testing of structural elements, components used in building as well as exterior and interiors. The institution is located at 37025’21†W. the CDP as analyzed by the United States Census Bureau has a total amounting to area of about 2.8 square miles which is equivalent to 7.3km2. this area in which this institution is constructed, experiences warm, however, not that much hot and dry summers, with no average monthly temperature measurements above 71.60 F. as described by Koppen Climate system, the institution possesses a warm-summer Mediterranean climate. The institution has a population of about 13810. As a client I will be crucial in ensuring that the core necessities for the building are communicated to various groups involved. I should make sure that the right questions concerning the construction are asked. Stanford University is a private research institute located at Stanford in California. It is also considered one of the most prestigious institutions in the world. It owns the highest undergraduate selectivity and the tops positions in various areas and measures in the United States. Leland Stanford established the institution in 1885. Stanford University is a private research institute located at Stanford in California. It is also considered one of the most prestigious institutions in the world. It owns the highest undergraduate selectivity and the tops positions in various areas and measures in the United States. Leland Stanford established the institution in 1885. Leland was the former governor and senator of United States. The institution was begun in 1891 as a coeducational and non-denominational institution. Stanford University struggled financially after Leland’s demise in the

What is new media Essay Example | Topics and Well Written Essays - 500 words

What is new media - Essay Example nication content, such that either unique content would be passed on to one individual at a time, or general content would be passed to many audiences at a time, but both would not occur simultaneously (Crosbie, 1998). The old media comprised of one-to-one (interpersonal communication) or one-to-many (mass communication), where the interpersonal communication would allow for passing a unique content to one person only; at a time, while the mass media would allow for the distribution of the same message to a large audience, but without the ability to make the content individualized or made unique for any single individual (Crosbie, 1998). Thus, the New Media can be defined as the mode of communication that allows for unique and general content transmission at a time, meaning that using the new media, an individual can be able to communicate a unique message to a selected individual in form of a one-to-one communication, and at the same time be able to send a general communication content to a wider audience (Crosbie, 1998). Thus, New Media is characterized by the possibility of democratization of the communication content; the possibility to send and receive communication either in the form of unique or general content for an individual. The New Media can also be defined as a creation of the technological advancement, such that it is a communication media that could not have been possible if technology did not exist (Manovich, 2001). It is possible to communicate one-to-one without any technological aid, for example through face-to-face communication of two individuals. Additionally, it is possible to communicate to a wider audience without the use of technology, for example a leader addressing a gathering. However, it is not possible to communicate a unique content to one individual and pass general information to the rest of the gathering, if technology does not exist. In this respect, New Media is the communication media that is technology-dependent, and which

Psychological and Social Factors

Psychological and Social Factors Discuss the psychological and social factors that influence people adoption of healthy or unhealthy lifestyles Evidence from various researches has shown that major causes of death are from individual behaviour. Health behaviour with regards to alcohol consumption, smoking, type of diet and exercise plays an important role when projecting the life span of an individual. Hence behaviour and lifestyle have a significant correlation to good health and longevity (Naidoo Will 2008). Individual have the free will to choose whether or not to adopt a healthy lifestyle. An individual lifestyle reflects their values and beliefs, though it is a combination of habits and conventional ways of doing things (Knok 2006). There are several factors affecting the choice of healthy or unhealthy lifestyle by an individual. This essay will focus on alcohol abuse which is one of the various unhealthy lifestyles that people adopts. In order to gain in-depth knowledge of the factors that affect and contribute to the unhealthy behaviour of alcohol abuse; this essay would identify contents such as social learning theory, health belief model, genetic theories, cognitive and behavioural theories, social economic status, culture, effect of media and some examples from real life. A healthy lifestyle is an element of choice and behaviour that is aimed at preventing disease and enhancing health and well- being (Ogden 2000). Beliefs and values has been highlighted by Tones and Tilford (2001); Tones and Green (2004) as major influence that affects the practice of a healthy lifestyle. The health belief model, health locus of control and the theory of reasoned action are some of the theories that seeks to explain individual behaviour that affects their health. It has been suggested that preventive health behaviour by perceived susceptibility, perceive severity and perceived beliefs and barriers (For example a cousin of mine by name Mr B was driven to stop drinking alcohol.. When my uncle (his father) who has been a heavy drinker of this stuff, suddenly became seriously sick and within a short period time he died. He was diagnosed with cirrhosis of liver. The cause of the death of my uncle has played a role in the behaviour change of my cousin (Mr B). He has the perception of the risk and seriousness of the illness. This means that he felt susceptible to the illness. However individuals have beliefs related to both their health and illness. This beliefs influence their behaviour which in turn have impact on how healthy they are. Hence Leventhal et al 1980, 1997 clearly defined illness belief as patient own implicit common sense belief about illness. The kind of lifestyle an individual chooses is determined by the beliefs and attitudes. According to Jennie Naidoo and Jane Wills 2008, theory of planned behaviour consisted of attitude, subjective norm and perceived behavioural control. If for example an individual believed that cutting down on drinking would make life more productive (attitude) and believed that people that are important in his/her life wanted him/her to stop (subjective norm ) and on evaluation of internal and external control factor (behaviour control) this would predict him/her a high intention to stop. This concept relates to what happened to mine cousin (Mr B) having evaluated the consequences and influence of the family, he decided to stop. he theories of planned behaviour in psychology as suggested by Rise et al 2002 relates to belief which strongly affects behaviour and therefore make the belief a subjective probability that a specific behaviour will generate an outcome. Individuals that adopt unhealthy behaviour drinking alcohol has been classified as either binge or a steady drinking (Carlson 2004).The evidence suggests that binge drinking has a both an environmental and a genetic component. Ciccocioppo and Hyytia 2006, Goldman et al 2005, Kreeket al 2001 was of the opinion that some people are born alcoholic. They strongly believed that these people are genetic tendency to alcoholism. Even though a person may have a genetic tendency to alcoholism, the general influence of environment over genes has to be taken into consideration. Pavlov (1949) in social learning theory reflects learning by modelling and associating behaviour. It is pertinent to note that this may involve classical conditioning (internal and external cues) reinforced positively or negatively conditioning and observational learning (Walker 2004) Children learn lots of habits from parents, relations and peers. This may result in them coping in their behaviour through observational learning. For instance sons of steady drinkers have a seven times greater risk of being a steady drinker themselves than sons of non-drinkers. Daughters of steady drinkers often show somatization disorder, where they complain frequently about illness even in non-existence of provable illness problems (Carlson 2004). Studies have revealed that alcohol abuse is a form of drug dependence. It has been stated that more than a quarter of adults aged 16-24 in England are drinking more than the recommended limits which could harm their health. It was also implied that 8.2 million adults need some form of intervention (Drummond et al 2004). It has been highlighted that 27% of men are drinking more than 21 units a week and 17% of women are drinking more than 14units a week in the United Kingdom (Office of National Statistics General Household Survey 2003). Excessive alcohol use can damage body organs for example cirrhosis of the liver and violent tantrums which sometimes lead to suicide. It is also widely acknowledged that alcohol misuse and abuse has a great impact on health and social well-being (Miller and Rollnick 2002). The question then arises, why do people engage in such unhealthy behaviour? It has been noted that parents are more important at early stage but individual may therefore be unrealistically optimism if they focus on the times when they drink in moderation when assessing their own risk and ignore the times when they do not. In addition focussing on the times when others around them drink to excess and ignoring the times when they are more sensible. Hence Weinstein (1984) emphasised that individuals focus more on overlooking their own risk -increasing behaviour and concentrating mainly upon their risk reducing behaviour. People hold beliefs about their own vulnerability to a given problem and make judgements concerning the extent to which they are at risk. They believed that they were less likely than others to get the health problem (Weinstein 1987 ) In view of this therefore unrealistic optimism determines unhealthy lifestyles of alcohol users who under estimate the risks of having oral cancer (Dillard Mccaul Kleen 2006) Health psychology relates to health and behaviour and the fact that human being has a complex system and unique in nature made illness as a multitude of interacting factors such as biological, behaviours, beliefs and social interactions. (Engel 1997 1980 ) However locus of control in health psychology determines the extent to which people have control over event that have impact in their lives. Some people suppose that their actions and what happens to them is up to them and consider events as personally controllable. These individual strongly belief that the events of outcomes are their own behaviour and is regarded as internal locus of control. While some people believe that outcomes of events are largely not controlled by them but lies in the hand of fate (Wallston and Wallston 1982, Hudson 2001) From all inactions people with high internal control are likely to live a healthier life style in contrast to the external locus control since they would be looking for rationale behind t he events that leads to the behaviour Sociology health and illness concept which relates to socioeconomic status, ethnicity, culture and media have important role in determining the lifestyle of individual. There are constraints embedded in people lives that may be dormant factor in the decision to practice a healthy lifestyle and these constraints may in fact leave people with little or no choice in exposing themselves to unhealthy conditions (British Journal 2006). Social class does impact in health and illness. There is a great correlation between the level of profession and mortality: through the correlation between the level of profession and morality, it is hinted that the higher up the social level the longer the life expectancy (Mark 2005, Scnitter 2004) emphasised those in the lower social class have a poorer health status than those in higher social classes. Individual in diverse social classes frequently have different nutritional styles, leisure time activities and manners towards health (Townsend et al, 1988,1992 cited by British Journal 2006). People in the lower social class often adopt more dangerous and health damaging behaviour. They prefer not to eat well, prefer to smoke more cigarettes and prefer to drink more (Devinder Rana and Dominic Upton 2009). People choice this unhealthy behaviour because they found it as the only way know to them, that work for them and available for them to get through difficult situations and proble ms. An example is my cousin Mr B who is a 45 years African British man who was brought to live in Britain at the age of 10 years due to the father migration to work in the United Kingdom. Mr B often truanted from school and began binge drinking from the age of 12-13 years old. He went out of the school at the age of 14 years without any certificate. And went out of the parent house and followed his peers who also abuse drugs (cannabis) and alcohol. The extended family effort in modelling his life and not to follow his father footsteps proved abortive as he never sleeps at home nor take their advice. At the age of 17 years, he got job as a warehouse clerk but could not hold the job more than six months because he always use the money on alcohol to the extent that he could not afford his house rents and bills. He started living on benefit and had council flat. As he had been addicted to alcohol he could not even use the benefit for food. He uses it on alcohol. He became having malnutr ition due to lack of good dietary intake. At the age of 35 years he was diagnosed with oral cancer. The role of family and social networks in shaping and sustaining life style in child development can not be over-emphasised. In view of this family, peer group, school has a great influence on an individual lifestyle (Ochieng 2003) In most cases people like my cousin Mr B realised their failure in life and then indulged in drinking in order to cover their weaknesses and believe that the use of alcohol as a means to get through their shortcomings and situations.(Devinder Rana Dominic Upton 2009). From sociological perspective different ethnic groups have different health status. The term ethnic groups covers a large number of individuals (Rassol 2006) cited by DEvinder Rana Dominic Upton. It is important to note that ethnic groupings include beliefs, tradition, languages and moral values. In addition factors such as lifestyles, custom or marriage, religion also influence these ethnic groupings. For example white lrish men (58%) and women (37%) were likely than other ethnic group to drink in excess of government lines followed by Black Caribbean (27%) men and (17%) of women while the least is the Pakistani Bangladesh and Chinese groupsÃÆ' ¢Ãƒ ¢Ã¢â‚¬Å¡Ã‚ ¬Ãƒâ€šÃ‚  (Devinder Raha Dominic 2009. From this indication the mode of consumption of alcohol by these different ethnic groups would have great impact on their health status (Sangster et al cited by Devinder Raha Dominic). Ethnic group with high level of alcohol of consumption would be more prone to cancer and other rela ted diseases than ethnic with less consumption. (Adam-Campbell 2001) In essence white Irish consumed more alcohol than other EU countries (Goodman Lovejoy Sherratt 2007 It has also been argued by sociologists and psychologists that environment in which people live due to social status have great impacts on their behaviour. For example if individual found himself/herself in a volatile, unhealthy environment where people living in such area mostly indulge in alcohol use as lifestyle then there is the tendency that the individual would join the bandwagon in order to integrate into the community. On the other hand if the community is more engaged in physical lively lifestyle in order to deal with stress, boredom and problem then the individual would live a lifestyle that would project the image of the community.(Joens-Matre et al 2008) Individuals have the right to choose whether or not to adopt a healthy lifestyle and therefore media plays a vital role in determining the choices. In essence therefore media affects behaviour and greatly accounts for structuring or shaping lifestyles (Bells Hollows 2005). Generally the motive of mass media is to shape the common sense, cultural ideas and the interpretation of the world (Russell and Edgar 1988 cited by Jennis Naidoo and Jane Wills 2008). The social impact of media is to effect fundamental behavioural changes among a large section of the population and this effectively done in television broadcasting which has a massive influence on the viewers. In conclusion alcohol is a drug that contributes to an estimated 40000 deaths per year with significant cost to the NHS (Taylor 2006). Undoubtedly there would be a continuous rise in the trend in alcohol consumption due to the relaxing of licensing laws related to public house opening hours. This RED signal or unhealthy behaviour of the people should be a great concern to the government and now Government should see people as ÃÆ' ¢Ãƒ ¢Ã¢â‚¬Å¡Ã‚ ¬Ãƒâ€¹Ã…“first concern not the monetary aspect. Recently a call has been made by health practitioners that Government should ban advertisement of alcohol through sports and musical sponsorship. Policy should now be centred on how to provide vital information on health and accessibility of healthcare to all in respective of the social class, ethnic, or disadvantaged people. People adopt a good lifestyle based on information available. (Great Britain 2000) emphasised and encouraged people to take up physical exercise in order to have a healthy lifestyle. A lifestyle can either be positively or negatively reinforced by source of information on positive lifestyle, family and social network. By and large the writer is of the view that whatever the attractions, appeals or social norms attached to alcohol, it is a drug that has psychological and sociological effect on lives of the people in particular and society in general. It is a stimulant and then a depressant that affects the reasoning and judgement of individual. To cap it all it is a mood changing and therefore leads to violence and poor health. REFERENCES 1) Adams-Campbell, L.L (2001), Diet, Genetic Polymorphisms and Breast Cancer in African-American.Ft. Belvoir, Defence Technical Information Centre 2) Bell, D Hollows, J (2005). Ordinary lifestyles: Popular media, consumption and taste. Maiden, England, Open University Press. 3) Carlson N R (2004) Physiology of Behaviour 8th edn. Allyn and Bacon, Boston 4) Ciccocioppo, R Hyytia P (2006) The genetic of alcoholism, learning from 50 years of research, Addictions Biology 11 (3-4) 193-194 cited by D Rana D Upton 5) Dillard A.J Mccaul K D Klein W M (2006) Unrealistic optimism and self protective motivation. Journal of Health Communication 11, 93- 102 6) Drummond C, Oyeso A Philips T (2004). Department of Health Alcohol Needs Assessment Research Project (ANAPR) Stationery Office London 7) Goodman J, Lovejoy, P E Sherrant A (2007). Consuming habits: global and historical perspectives on how cultures define drugs. London, Rouledge 8) Great Britain, 2000. Encourage Walking: advice to local authorities, Integrated transport. London 9) Joens-Matre, Welk G J, Calabro M A, Rusell D W, Nicklaye E, Hansley L D (2008). Rural-urban differences in physical activity, physical fitness and overweight prevalence of children. The journal of Rural Health: Official journal of the American Rural Health Association and the National Rural Health care Association. 24, 49-54 10)Kwok, I 2006). Healthy lifestyle, Liberal studies in life. Hong Kong. Manhattan Press 11)Leventhal, H Cleary P. D (1980): A review of the research and theory in behavioural risk modification. Psychological Bulletin. 88, 370-405 12) Mark, D. F (2005) Health Psychology Theory, Research and Practice, Sage Publications 13)McCambridge J, Strang J (2004). The efficacy of single session motivational interviewing in reducing drug consumption and perceptions of drug related risk and harm among young people, Addiction, Practice Nursing 2008 vol. 19, 287-291 14)Miller W.R, Rollnick S (2002) Motivational Interviewing: preparing people to change. Addictive Behaviour, Guilford Press, London 2nd edn. Guilford Press, New York 15)Naidoo, J Wills, J (2008) An introduction Health Studies 2nd edn. Pulished by Palgrave Macmillian, Houndmills Basingstoke Hampshire New York 16)Ochieng B. M. N 92003) Minority ethnic families and family-centred care. Journal of child Health; 123-32 17)Office for National Statistics (2004) Living in Britain Results from 2002 General Household Survey. British journal of nursing 2006 vol. 15, 1217-19. The Stationery office, London 18)Ogden, J (2000) Health Psychology, Buckingham. Open University Press 19)Rana, D Upton D (2009) Psychology for nurses, 1st published. Pearson Education Limited Edinburgh Gate, Harlow Essex England 20)Rassol, G. H (2006) Substance abuse in black and minority ethnic communities in the United Kingdom. Journal of Addiction Nursing 17, 59-3 as cited by D Rana D Upton 21)RiseJ, Kovac V Kraft P, Moan I. S (2008) Predicting the intention to quit smoking and behaviour; British journal of health psychology 13, 291-310 22)Russell A Edgar L R (1998) Research and Practice in the anthropology of welfare,. The anthropology of welfare. London. Routledge cited by J Naidoo J Wills (2008) 23)Sangster, D Shiner, M Patel K Sheikh N (2001).Deliveries Drug Services to Black and minority ethnic communities, DPASS 16 London cited by D Rana D Upton 2009-09-10 24)Schnitter J (2004) Education and the changing shape of the income gradient in health. Journal of health and social behaviour, 45 (3) 286-305 cited by D Rana D Upton 2009-09-10 25)Taylor B (2006) Implementation and clinical audit of alcohol detoxification guidelines. British journal 15 (1) :30-7 26)Tones K. Green J (2004) Health Promotion:Planning and Strategies, Sage London 27)Tones K Tilford S (2001) Health Promotion: Effectiveness, Efficiency and Equity. Nelson Thornes, Cheltenham 28)Townsend P Davidson N, Whitehead M, (1988) Inequalities in Health. British journal of community nursing vol.11 78-81 (2006). Penguin London 29)Wallston K.A Wallston B.S (1982), Hudson (2001) cited by Naidoo J Wills J (2008) 30)Walker, J, Payne, S, Smith P, Jarret N (2004) Psychology for nurses and the caring professions 2nd edn. London Open university Press 31) Weinstein N (1987) cited by Naidoo J Wills (2008)

On Becoming A Leader Essay

Nowadays, the title of â€Å"leader† seems to be sloppily thrown here and there. For the inexperienced eye, if someone seems to be the dominant individual in a group, people automatically ascribe the term to the person. Nowadays, it seems to be more of having a title than meeting that title’s responsibilities. It is imperative for a leader to know what enables his leadership; he should know how he had come to that position. In retrospect, a good study of the great leaders has amounted to a list of qualities that they innately possess. Bennis, (2003) in his book, â€Å"On Becoming A Leader† talks about what it takes to become a leader. There are different so-called â€Å"ingredients† that the author attributes the greatness of those people who have been worth enough to be called leaders of their generation. He speaks of ingredients such as guiding vision wherein a leader knows where he is going and knows how to get there. It is the proverbial horizon that the leader looks to. Another ingredient is passion—it is an enduring love for what he is doing. The author also speaks about integrity and being honest to oneself. He talks about the importance of doing away with self-deception and aligning one’s thoughts with one’s words and actions. He adds curiosity and a daring attitude to the mix as he stresses the importance of learning how to not be satisfied with the status quo by taking on challenges which have real-life risks. Finally, he closes with one of the most poignant traits that a leader must have. He bases his findings on a simple, yet hard-to-define element: trust. The author gives several reasons why it is important for a leader to be trustworthy. This trait essentially speaks of a leader’s integrity and how he deals with other people. Bennis says that it is one of the qualities that can only be earned and not acquired. It is given freely by the leader’s peers and followers. (Bennis, 2003) Trust is said to be one of the essentials that a leader needs in order to have his or her group up and running. Like a car without fuel, a leader will not be able to function if those under the leadership do not trust him. More than anything, this is the most vital part of any type of leadership. If the people are unable to follow the leader because they do not trust him or her, then it would be better if there was no one to follow at all. Apart from trust, all of the other ingredients are learned. Ordinary people will eventually learn how to look at the big picture and become accountable to themselves and to others. Leaders-to-be will eventually engender a love and a passion for what it is that they do but on of the things that cannot be learned is the trust that comes with responsibility. To be able to look at one’s follower and have that person say to you, â€Å"I trust you† is one of the most precious ingredients a leader can ever have. It is the cherry on top of everything else—the so-called icing on the cake without which everything will simply be ordinary and out-of-the-box. With all of the talk of having certain qualities that a leader needs to have, all of the ingredients are important but none as important as the trust that is earned by a leader.

Beowulf Comprehension Questions Essay

Please be sure that you answer in complete sentences using quotes from the text to support your responses. After reading Section 1: 1. What role does Hrothgar play in the epic? -The role that Hrothgar played in the epic was the role of the king. 2. Who/what is causing so much grief in Hrothgar’s kingdom? -Grendel, the monster, was causing a lot of grief in the kingdom. â€Å"How Grendel wasn’t about to stop, or pay damages.† 3. How many years has this battle with Grendel been going on? -The battle with Grendel had been going for twelve years. 4. What attempts have been made to rid the land of this beast? -The council attempted to plan many attacks against Grendel. â€Å"They even went to heathen temples, worshipped idols, and called to the Devil for help.† After reading Section 2: 1. What causes Beowulf to want to help Hrothgar? How does he get there, and how many men accompany him? -Beowulf hears of the terrors of Grendel and wanted to help the king. â€Å"So the good Geat chose the bravest warriors, fourteen of them, and that crafty sailor led them to the land’s brim,to the ship.† 2. Why does Hrothgar’s soldier question Beowulf about his lineage? -Hrothgar’s soldier questions Beowulf’s lineage because he is simply guarding his kingdom. â€Å"I wish to know your lineage now so I know you are not spies going into the land of the Danes.† 3. Why is this important to that time period? -It is important because at this time there were spies who would come to kingdoms. So they do not have any traitors coming into the kingdom. 4. Do you see any examples of alliteration or kennings? -Yes you do see examples of alliteration or kennings. An example is the â€Å"Lord of the Seamen.†.