The Stanford Prison Experiment , a Review. - 775 Words

The Stanford Prison experiment, in my opinion is a remarkable experiment . It isn’t ethical in the least but the results that have emerged have exceeded even what Mr.Zimbardo set out to do. The aim of seeing whether people change their basic personalities , moralities , values when subjected to an external hostile environment has been successfully proven. My honest opinion is that , at that time in 1971 , it was rational enough to think about going out of the way to get an answer to a particular question . If Mr.Zimbardo were to conduct this experiment in modern day 2012 , it would have never left the drawing board. The acceptance of the public to such an experiment played a large part in it being so famous (right and wrong reasons). At†¦show more content†¦Their behavior changed accordingly. The prisoners were assigned numbers such as #416 . They began to associate themselves with that number and not their name, Its surprising to see that with a change in the environment , an individual can disassociate himself with his own identity . Uncautiosly the guards started to behave like â€Å"guards† in the true sense. Their personal views , notions were thro wn out of the window and they followed the â€Å"stereotypical† impression of a jail guard of him being , sadistic , mean , rude , alpha male etc. The prisoners , who were victim to this were treated like garbage , their self esteem , confidence etc was non-existent . They forgot the fact that they were real human beings who lived a completely normal life away from this madness but that wasn’t the case. Its surprising to see people change according to the situation , its almost characteristic of a chameleon. A few prisoners couldn’t handle the emotional torture and went into trauma and depression. They were released immediately from the experiment. This shows us the effect literal role playing can have on the human mind. The guards though they weren’t like this in real life , the situation around them made them feel it necessary to alter their behavior unknowingly to tame the prisoners as a master would doShow MoreRelatedReview : The Stanford Prison Experiment Essay1749 Words   |  7 PagesReview of the Stanford Prison Experiment The general topic of this article is what genuinely causes aggression within prisons, moreover, why these institutions are ineffective. Even though conditions inside prisons have improved over the last few decades, the social institution continues to fail in producing inmates ready to return to society. There is a considerable amount of evidence proving that time in these institutions neither rehabilitate or hinder their inhabitants from continuing to commitRead MoreThe Stanford Prison Experiment Review. 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The Stanford Prison Experiment was a study on the psychological effectsRead MoreThe Stanford Prison Experiment1658 Words   |  7 Pagesimportant issues today. The Stanford Prison Experiment, conducted over 40 years ago, brought these ethical issues into the limelight and remains one of the most controversial studies in the history of studying human behavior. This paper aims to define ethics, describe risk/benefit ratio, provide a brief background on the Stanford Prison Experiment, and evaluate the impact it has had on psychological research. â€Æ' The Stanford Prison Experiment The Stanford Prison Experiment probably tops a lot of listsRead MoreEthical Research : Protection Of Human Subjects Essay1252 Words   |  6 PagesResearch: Protection of Human Subjects Ethical guidelines and considerations in research experiments involving human subjects are a fairly new construct. 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Renaissance humanism Free Essays

I naively assumed that none of this would be controversial, and I was quite unprepared for the hostility it provoked among some legates to the congress, chiefly from Northern Europe, who represented what I came to perceive as the Lutheran Establishment. This group was concerned to insist on the total originality of Luther and the uniquely German Origins of the Reformation. The paper would, I think, be more generally accepted today . We will write a custom essay sample on Renaissance humanism or any similar topic only for you Order Now It was first published in Luther and the Dawn of the Modern Era: Papers for the Fourth International Congress for Luther Research, De. H. A. Barman, Studies in the History of Christian Thought, Volvo. 8 (Elided: E. J. Brills, 1974), up. 127-149. It is reprinted here by permission of the publisher . Since the peculiar mixture of responsibility and presumption in the title of my paper will scarcely have escaped the notice of this distinguished audience, I feel some need to explain at the outset that it represents an assignment on the part of those who planned our meeting. The significance of the problems to which it points is suggested by the great historians who have grappled with it in the past, albeit (a fact that should constitute something of a warning) with somewhat contrary results, among them Michelle, Diluted, and Throttles. [l] Its practical importance lies in the need of most of us to place our more limited inclusions in some broader historical framework; we must therefore reconsider, from ? 226 ? time to time, the relationship between Renaissance and Reformation. In spite of this, the subject has recently received little systematic attention, and many of us are still likely to rely, when we approach it, on unexamined and obsolete stereotypes. Obviously I cannot hope to remedy this state of affairs in a brief paper. Yet the progress of Renaissance studies in recent decades invites a reassessment of this classic problem, and I offer these remarks as an essay intended to stimulate further concussion. What has chiefly inhibited larger generalization has been the extension and refinement of our knowledge, and with it a growth both in specialization and in humility. Thus we are increasingly reluctant to make broad pronouncements about either the Renaissance or the Reformation, much less about both at once. For as scholars we are divided not only between Renaissance and Reformation, or between Italy and Northern Europe; even within these categories most of us are specialists who would claim competence only in a particular aspect of Renaissance Florence or Venice, in one phase or another of Renaissance humanism, in Machiavelli or Erasmus, in later scholasticism or the history of piety, in Luther or Calvin or the sects. Under these conditions few students of the Renaissance have cared to look as far as the Reformation; and although Reformation scholars have been somewhat bolder, they have rarely pursued the question of Renaissance antecedents farther than northern humanism. Humanism is, indeed, the one subject that has recently encouraged forays into the problem of this paper; but although Barren, Devour, Spits, Libeling, and especially Charles Trinkets, among others, have made valuable intrusions to discussion,[2] the problem is still with us, primarily, I think, because we have not fully made up our minds about the meaning of Renaissance humanism. A result of this difficulty has been a tendency to focus special attention on Erasmus as a touchstone for the Renaissance, a role for which?for reasons that will emerge later in this paper?I think he is not altogether suited. It is, however, one measure of the complexity of our subject that we cannot approach the question of the relationship between Renaissance and Reformation without somehow first coming to terms with the implications of humanism. I should like to do so, however, obliquely rather than directly. It seems to me that although humanism, which assumed a variety of forms as it passed through successive stages and was influenced by differing local conditions, was not identical with the more profound tendencies of Renaissance culture, it was nevertheless often likely to give them notable expression, and for reasons that were not accidental but directly related to the rhetorical tradition; whatever their ?227 ? differences in other respects, most recent interpretations of Renaissance humanism have at least identified it with a revival of rhetoric. ] What has been less generally recognized is the deeper significance of this revival. The major reason is, I think, that in our time the term rhetoric has become largely pejorative; we are inclined to couple it with the adjective mere. But for the Renaissance there was nothing shallow about rhetoric. Based on a set of profound assumptions about the nature, competence, and destiny of man, rhetoric gave expression to the deepest tendencies o f Renaissance culture, tendencies by no meaner confined to men clearly identifiable as humanists, nor always fully expressed by men who have generally been considered humanists. I shall try in this paper to describe these tendencies, which seem to me to have exerted intolerable pressures on central elements in the medieval understanding of Christianity. And I will suggest that similar tendencies underlay the thought of the great Protestant Reformers. Thus the significance of Protestantism in the development of European culture lies in the fact that it accepted the religious consequences of these Renaissance tendencies and was prepared to apply them to the understanding of the Gospel. From this standpoint the Reformation was the theological fulfillment of the Renaissance. I Fundamental to the cultural movements of the Renaissance was a gradual accumulation of social and political changes: an economy increasingly dependent on commerce rather than agriculture; a political structure composed of assertive particular powers; and a society dominated by educated laymen who were increasingly restive under clerical direction and increasingly aggressive in pressing their own claims to dignity and self-determination. A commercial economy and the more and more openly uncoordinated conduct of politics supplied the social base for a new vision of man’s place in the world, and of the world itself. Social experience rooted in the land had perhaps encouraged a sense of broad, natural regularities ultimately responsive to cosmic forces and inhibiting to a sense of the significance of change; but the life of a merchant community and the ambitious operations of independent rulers made all experience contingent on the interaction between unpredictable forces and the practical ingenuity and energies of men. Under these conditions the possibility of cosmic order seemed remote, but in any case of little relevance to human affairs; and the obvious rule of change in the empirical world encouraged efforts at its comprehension and eventually ? 228 ? stimulated the awareness of history, that peculiarly Hebraic and Christian?as opposed to Hellenic or Hellenic?contribution to the Western consciousness. Meanwhile new political realities and the claims of laymen undermined the hierarchical conceptions that had defined the internal structure of the old unified order of the cosmos, within which the affairs of this world had been assigned their proper place. [4] It will also be useful to observe at this point that these developments were by no meaner confined to Italy; I will touch briefly at a later point on the implications of this fact for the Renaissance problem. It is not altogether wrong to emphasize the positive consequences of these developments which, by freeing human activity from any connection with ultimate patterns of order, liberated an exuberance that found expression in the various dimensions of Renaissance creativity. Bureaucrat’s insight that the autonomy of politics converted the prince into an artist of sorts may require modification; yet the new situation made all human arrangements potentially creative in a sense hardly possible so long as the basic principles of every activity were deduced from universal principles. The notion of the state as a work of art points to the general process of colonization and reminds us that the culture of the Renaissance extended far beyond its brilliant art and literature, and was perhaps even more significant in its implications than in its accomplishments. It had, however, another and darker side. It rested on the destruction of the sense of a definable relationship between man and ultimate realities. It severed his connection with absolute principles of order, not so much by denying their existence as by rejecting their accessibility to the human understanding. It deprived him of a traditional conception of himself as a being with distinct and organized faculties attuned to the similarly organized structure of an unchanging, and in this sense dependable, universe. Above all, therefore, it left him both alone in a mysterious world of unpredictable and often hostile forces, and at the same time personally responsible in the most radical sense for his own ultimate destiny. For he was now left without reliable principles and? because the directive claims of the church also depended heavily on the old conceptions?reliable agencies of guidance. These darker aspects of Renaissance culture eventually squired, therefore, a reformulation of Christian belief, and we shall now examine them a bit more closely. Renaissance thought has sometimes been represented as a reassertion of ancient rationalism against the supernaturalism of the Middle Ages. The formulation is, of course, both inaccurate and misleading. In the thirteenth century some intellectual leaders had been notably hospitable to Greek philosophy, and had tried to coordinate it with revelation. But ? 229 ? it was precisely the possibility of such coordination that Renaissance culture?insofar as it differed from what had preceded it?characteristically denied; in this sense Renaissance thought was less rationalistic (if not necessarily less rational) than that of the Middle Ages. In fact it was inclined to distinguish between realms, between ultimate truths altogether inaccessible to man’s intellect, and the knowledge man needed to get along in this world, which turned out to be sufficient for his purposes. Thus the Renaissance attack on scholasticism had a larger implication as well as a specific target; it implied, and occasionally led to, the rejection of all systematic philosophy. From Patriarch, through Salutation and Villa, to Machiavelli, Pompano, ND the Venetians of the later Renaissance, the leaders of Renaissance thought rejected any effort to ground human reflection or action on metaphysics: and at the same time they insisted on the autonomy of the various dimensions of human concern and the relativity of truth to the practical requirements of the human condition. In this sense, although truth was robbed of some grandeur, it was also made more human; and if Aristotle was less and less respected as a vehicle of eternal wisdom, he could be all the more admired as a man. [5] Under such conditions philosophy could evidently contribute nothing to theology; indeed, its virtual effects were likely to be adverse since it encouraged malice and pride. Related to the attack on metaphysical speculation was an attack on hierarchy, which rested ultimately on metaphysically based conceptions of the internal structure of all reality. The repudiation of hierarchy was most profoundly expressed in Nicholas of Cuss’s conception of the infinite, which made every entity equally distant from?and thus equally near to?God;[6] a similar impulse perhaps lurks behind Villa’s rejection of Pseudo-Dionysus. [7] But partly because the formulations of Susan smacked too such of metaphysics, partly because the problem of hierarchy was peculiarly related to social change, the attack on hierarchy was likely to receive more overtly social expression. It took a general form in the effort to substitute a dynamic conception of nobility through virtue for the static nobility of birth,[8] a specific form in the impulse (often expressed in legislation and the practical policies of states)[9] to consider the clergy in no way superior to other men but, on the contrary, as equal in the obligations of citizenship (if generally less competent in practical affairs), at least as alienable to sin, and in as desperate a need for salvation as other men, whom it was their obligation to serve rather than to command. This suggested at least that social order was unrelated to cosmic order, but it also raised the possibility that order per SE was of a kind quite different from what had been supposed. For the age of the Renaissance was by no meaner oblivious to the ? 230 ? need for order, which indeed historical disasters had converted into the most urgent of problems. But its very urgency intensified the necessity of regarding order as a practical rather than a metaphysical issue. Bitter experience seemed to demonstrate that order had to be brought down to earth, where it could be defined in limited and manageable ways. And, as the occasional intrusions of the clergy into politics appeared periodically to demonstrate, the attempt to apply ultimate principles to concrete problems was likely only to interfere with their practical solution. This was a central point not only for Machiavelli and his polities successors; it also molded the numerous constitutional experiments of the Renaissance, with their repudiation of hierarchically defined lines of authority in favor of order through a balance of interests and their appeal to immediate local needs and the right of local self- determination. The best arrangements, in these terms, were not those that most accurately reflected some absolute pattern but those that best served the specific and limited human purposes for which they were instituted. But although a sense of the limitation of the human intellect was basic to the thought of the Renaissance, this negation had a positive corollary in a new conception of the human personality which also seemed to correspond better to the experience supplied by a new social environment. Men whose lives consisted in the broad range of experiences, ontogenesis, and human relationships that characterized existence in the bustling and complicated modern world could no longer find plausible an abstract conception of man as a hierarchy of faculties properly subject to reason; instead the personality presented itself as a complex and ambiguous unity in which the will, primarily responsive to the passions, occupied a position at the center. One result of this conception was to undermine the contemplative ideal; if man’s reason was weak but his will strong, he could only realize himself in this world through action, indeed he was meant for a life of action. Another was to reduce suspicion of the body; in the absence of the old psychological hierarchy, the body could no longer be held merely base and contemptible. Action required its use, and the new integrity of the personality reduced the possibility of attributing the human propensity to evil primarily to the physical or sensual aspect of man’s nature. Human passions now also acquired a positive value, as the source of action. [10] This new anthropology, articulated by Patriarch, Salutation, and Villa, required a reconsideration of the problem of immortality and led eventually to the ardent discussions of the soul in which Pompano figured. It also pointed to the political and historical conceptions of Machiavelli and Caricaturing, who emphasized the primacy of will and passion, as well as to the psychological interests of a host of Renaissance writers. 11] ? 231 ? In addition man was defined as a social being; if he lost one kind of participation in a larger reality, namely his abstract position as a member of the human species in the cosmic hierarchy of being, he, obtained another with, perhaps, more tangible satisfactions: his membership as a concrete individual in the particular human community in which he lived, now an essential rather than an accidental condition of is existence. Thus the values of human community now achieved full recognition. Human virtue was defined not as an abstraction but as a function of relationship with other men; man’s active nature was understood to achieve full expression only in a life of social responsibility, and indeed his happiness was seen as dependent on human community. Furthermore, since effective participation in society required some wealth, the conception struck another blow at medieval asceticism. On the other hand the demands of life in society also stimulated a vision of human existence very different from that implicit in the contemplative ideal. For life in society was patently marked by a conflict of opposing interests that could rarely (if men were honest) be identified with absolute good or evil; and to incessant struggle with other men was added, in social existence, the temptations that inevitably beset anyone who chooses to engage with rather than to withdraw from the world. The life appropriate to men in this world was thus not repose (however desperately one might long for it) [12] but a constant and morally ambiguous warfare, with the outcome ever in doubt. By the same token earthly life had also to be seen as dynamic, as subject to change in all its aspects. Human communities could be seen to rise, flourish, and decay; and the philological investigations of Renaissance humanists supplemented common experience by revealing the general outlines of ancient civilization and thus demonstrating how much had changed during the intervening centuries. [13] They also wrote histories that communicated not only this perspective on the past, with its implication that human culture is not an absolute but relative to its times, but in addition other aspects of the Renaissance vision of life: the active and social nature of man, the values of community, the incapability of conflict and change. This vision found its fullest expression in the rhetorical culture of the Renaissance. Humanist oratory was based on the conception of man as a social being motivated by a will whose energies stemmed from the passions. This conception led in turn to a distinctive concern with communication as the essential bond of life in society, as well as to a new human ideal of the well-rounded, eloquent, and thus socially effective man of affairs. The purpose of communication, in this view, could not be the transmission of an absolute wisdom, which the human mind was incompetent to reach, but the attainment of concrete and practical ends. Ђ? 232 ? Such communication had above all to be persuasive; it had to affect the will by swaying the passions, rather than merely to convince the mind; in short it needed to penetrate to the center of the personality in order to achieve results in visible acts. And the significance of the need for persuasion should also be remarked. It implied a life in society that could not be controlled by authority and coercion through a hierarchical chain of command but depended instead on the inward assent of individuals. It was therefore no accident that the rhetorical culture of Italian humanism achieved its fullest development in republics. In addition the needs of broad communication pointed eventually to the development and use of vernacular languages, a more important concern of Renaissance humanism than has sometimes been recognized. 14] II It should be immediately apparent that this set of attitudes imposed great strains on traditional Catholicism. [1 5] It undermined the effort to base earthly existence on abstract principles identified with divine wisdom, and to relate the visible and changing world of ordinary experience to the invisible and immutable realm of the spirit. Both the comforts in this relationship and its implications for the guidance and intro of lower things by higher were seriously threatened. From a Renaissance perspective the arguments by which it was supported seemed at best frivolous, at worst a specious rationalization of claims to power in this world on behalf of a group of men whose attention should be directed exclusively to the next. And behind such suspicions we may also discern the perception of man as primarily a creature of will and passion. In this light intellectual claims were likely to be construed as masks for motives that could not bear inspection; dogma itself might be no more than an instrument of tyranny. In addition, since a contemplative repose now seemed inappropriate to the actual nature of man, as well as a breach of responsibility for the welfare of others, the ideal form of the Christian life required redefinition. Finally, the problem of salvation was transformed. Alone in an ultimately unintelligible universe, and with the more fundamental conception of sin and the problems of its control opened up by the new anthropology, man could no longer count on the mediation either of reason or of other men in closer contact with the divine than himself. His salvation depended on an immediate and personal relation with God. Here it is necessary to pause for a more searching look at one of the key terms of our title: Renaissance . The conceptions I have so far reviewed ? 233 ? have been based largely on developments in Italy, and this would suggest a vision of the Renaissance, or of Renaissance culture, as initially and perhaps primarily an Italian affair. But this audience is well aware that the tendencies I have described were also present in a variety of movements outside Italy, if in somewhat different forms. It is obvious, for example, that later medieval piety exhibited similar impulses; ND that, in spite of the antipathy of humanists to scholastic speculation (though here we need to be more precise about what was actually under attack), the later schoolmate played a major if largely independent part in bringing underlying assumptions to the surface and in attempting to accommodate theology to them. 16] Perhaps, therefore, the time has come to expand, as well as to make more specific, our conception of what was central to the age of the Renaissance, and also to abandon the traditional contrast between Italy and the North, which seems to me to eve been in some measure the result of a failure to get beneath surface differences. If I have concentrated on Italian thought in this sketch, I have done so partly to bring out the fundamental unity of European spiritual development, partly because the affinities between Protestantism and later Scholasticism have been more regularly a concern of Reformation scholarship than the parallels with the Renaissance in Italy. What is nevertheless increasingly clear is that the process of redefining Christianity to bring it into correspondence with the new assumptions about man and the world as gradual, and that it was taking place simultaneously throughout Europe. Largely because of the recent profound book of Charles Trinkets, it is unnecessary to review in detail the process by which the pressures for religious change implicit in the assumptions of Renaissance culture operated among the humanists of Italy. They are already discernible in Patriarch, and they seem to have reached a climax in Lorenz Villa. In a general sense they may be attributed to the special loneliness and despair of men who could no longer regard religious truth as a body of knowledge of the name order as other knowledge that was communicable through similar kinds of intelligible discourse. Nor could the institutional fiddles encouraged by ecclesiastical authority as an alternative to rational theology provide a satisfactory solution to the problem. Not only did the idea of implicit faith clash with the growing sense of individual spiritual dignity among pious laymen; in addition, discredited by its impotence, its worldliness, the presumed irrelevance of its abstract theology, and a sacramental and disciplinary externalities increasingly inadequate to assuage the secularly intense guilt of the age, the church could no longer be regarded as a dependable guarantor of truth. Ђ? 234 ? Thus, driven by a profound yearning for immediate contact with the eternal,[17] the humanists of the early Italian Renaissance moved perceptibly toward a simple religion of grace based on the Scriptures and apprehended by the individual through faith. Patriarch typically began with insights into his own inner conflicts and the discovery that these could only be resolved by throwing himself on God’s mercy in a faith that was at once the highest form of knowledge and at the same time different n kind from all other knowledge; confusion on this point seemed to him the most dangerous error. Salutation, concerned as a sterner moralist to protect human freedom and responsibility within a religion of grace, wrestled with the problem of predestination. And with Villa Justification by faith received an even fuller exploration, the role of priest and sacrament in the economy of salvation was correspondingly reduced, and that of Scripture, the Word whose authenticity could be established by philology and which spoke directly to the individual, was enlarged. 18] Corresponding to the distinction between philosophy and faith was the demand or a sharper distinction between the church and the world; the separation of realms in one area seemed to lead naturally to separation in others. In its demands for a spiritual church, the new historicism of the Renaissance collaborated with the insistence of the Italian states on freedom from clerical interference and with their grievances against Rome as a political force. [19] The study of the historical church revealed the spiritual costs o f the confusion of realms. 20] At the very least, as men of the Renaissance with some political experience were in a position to know, the effective use of power in the world was always morally ambiguous;[21] and meanwhile the growing participation of popes and prelates in secular politics had been accompanied by an increasing neglect of the spiritual mission of the church. Thus, if reform required a return to the past, the reason was above all that the early church had been true to its spiritual characters. [22] Only a spiritual church, devoted to that which does not change, could stand above history and thus resist decay. Villa’s attack on the Donation of Constantine was not an isolated document;[23] it fleets a concern with the church, its earthly role and its spiritual mission, that runs through much of Renaissance historiography, from Muscat at the beginning of the fourteenth century to Machiavelli, Caricaturing, and Far Paolo Carpi. [24] The rediscovery of grace was closely related to the new vision of man; philosophy, as Patriarch recognized, was incapable of converting man at the crucial center of his being. â€Å"It is one thing to know,† he declared, â€Å"another to love; one thing to understand, another to will. What was required was a transformation not merely of the intellect but of the ? 235 ? hole personality, so that Christian conversion would find appropriate expression in a life of love and active responsibility for the welfare of others. And, as in the world, the essential meaner for such a transformation was not rational appeal to the intellect but rhetorical appeal t o those deeper levels in man that alone could move the will. Thus Patriarch argued for the superiority over rational philosophers of moral teachers who could sow the love of virtue in the very hearts of men. 25] For Villa rhetoric was thus the only branch of secular learning (except for philology) applicable to theology. 26] The implications of this position for the importance and character of preaching seem clear. A new conception of man was also reflected in a changed conception of God, in accordance, perhaps, not only with Renaissance emphasis on man’s creation in God’s likeness and image but also with Calling’s recognition of the reciprocal relationship between man’s understanding of himself and his knowledge of God. 27] Like man, God could no longer be perceived as a contemplative being, as Aristotle unmoved mover, operating in the universe not directly but through a research of intermediate powers. [28] Laymen active in the world required a God who was also active, who exercised a direct and vigilant control over all things, like that to which they aspired for themselves. God too had therefore to be perceived as primarily will, intellectually beyond man’s grasp yet revealing something of himself? all, at any rate, that man needed to know?in his actions, above all as recorded in Holy Scripture. And from Patriarch’s sense of the free, mysterious, and incalculable nature of God,[29] Salutation went on to defend the anthropomorphic representations f God in the Bible as a form of communication appropriate to men’s capacities. [30] Villa was, as one might expect, even clearer that the God of philosophy could not be the God of faith. 31] In spite of all this, it is nevertheless undeniable that the culture of the Italian Renaissance did not culminate in Protestantism, although even on this point our old sense of the immunity of Italy to the impulses of the Reformation is no longer altogether tenable. [32] Yet it remains true that the religious thought of Renaissance Italy remained no more than an incoherent bundle of monumental insights, and it was unable to rid itself of fundamental contradictions; again, however, the contrast with Northern Europe seems hardly absolute. Above all it failed to complete its conviction of man’s intellectual limitations, which pushed him only part of the way into the realm of grace, with full conviction of his moral impotence. Even here its vision of man suggests a deepening in the understanding of sin and the human obstacles to salvation; and there is abundant evidence of a pessimistic estimate of the human condition in Patriarch, Salutation, Pogo, Villa, and later, in a different form, in Machiavelli and Caricaturing. Yet Renaissance emphasis on the central importance of the will frequently served chiefly to nourish the moralist that so deeply permeated later medieval piety,[33] contributing both to the notion of Christianity as the pursuit of moral perfection and of the church as essentially a system of government; [34] Renaissance humanism remained, in Lather’s sense, Appealing. The consequence was, however, that Renaissance culture in Italy, like Scholastic theology in the north, helped to intensify, from both directions at once, the unbearable tension between he moral obligations and the moral capacities of the Christian that could at last find relief only in either a repudiation of Renaissance attitudes or the theology of the Reformation. But it could not resolve the problem itself, and we must ask why this was so. Part of the explanation is connected with the fact that some among the figures we have cited were lacking in theological interests, while the rest were amateurs whose major activity lay elsewhere. The result was an inability to develop the full implications of their assumptions, which was supplemented by prejudice against intellectual labor too closely resembling the Scholasticism they despised. In addition, closely attached to particular societies in which, traditionally, no distinction was made between Christianity and citizenship, they were unable to ach How to cite Renaissance humanism, Papers

Health Ethics Dignity and Human Rights- myassignmenthelp.com

Question: Discuss about theHealth Ethicsfor Dignity and Human Rights. Answer: Introduction: Nurses working in health care setting are often confronted by daily ethical challenges in the delivery of care. According to the professional and ethical code of conduct in nursing practice, nurses are often required to uphold the moral values and principle to create an environment of trust with patients and avoid ethical conflicts. Adherence to ethical code of nursing practice is also necessary to develop trust with patient. However, nurses often face ethical challenges in the provision of care (Ulrich et al., 2010, pp. 2510-2519). To understand the kind of ethical issues experienced by nurses in daily practice, the report mainly analyzes the experience of Camillas, a nurse while working on a surgical unit with Sam, a 21 year old man with acute abdominal pain. Based on the identification of ethical issues in the scenario, further discussion is presented with support from several ethical theory, ethical principles values, professional code of ethics. It also provides recommendation about the strategies that nurse can employ to overcome the ethical challenges in the care process. Identification of ethical issues at stake: 100 words approx The nurse Camilla faced challenges in completing the vital sign assessment process for Sam because he was very aggressive and resistive during the procedure. Sam was also verbally abusing Camilla and pulling out the IV cannula. The medical team had ordered that physical restraints be applied on Sam, however as Camilla was worried this might cause further harm to patient, she took advice from the nurse-in charge Julia regarding the issue. Julia also favored medical teams order and asked Camilla to focus on other patient and apply physical constraint on him. The main ethical dilemma in the case scenario is the conflict between the ethical principle of beneficence and non-maleficence. According to the principle of non-maleficence, (avoid unnecessary harm to patients or other during care), the action of physical restraint was justified. However, due to the use of physical restraint, there is high possibility of patient being more aggressive and harming himself and others. Hence, the use of physical restraint is in violation of the ethical principle of beneficence (promote well-being of patient) (Luk et al., 2014). It is an ethical decide for Camilla to decide whether priority should be given to non-maleficence principle or beneficence of patients and she should go ahead with physical restraint for Sam or not. Ethical perspective on the issue: The above dilemma of exercising physical constrain on Sam is an ethical dilemma for the nurse, Camilla. Physical restraint is defined as the use of any device or equipment around the patients body to deliberately control their free movement. This type of constraints is mainly applied for older patients with functional disabilities or patients with cognitive disturbance or behavioral problem (Heeren et al., 2014). Use of physical restraint was proposed for Sam considering his aggressive behavior and past medical history of multiple hospital admissions for drug related psychosis. However, use of physical restraint is considered as an ethical issue for nurses because of the physical risk to patient. For example, physical restraint is associated with physical harm to patients such as bruises, increased agitation, undernutrition and many others. It increases the chance of conflict for nurse because use of physical constraint does not meet therapeutic needs of patients (Hofmann Hahn, 2014 ). Hence, reconsidering the need for physical constraint is necessary for nurses because of the chances of harm for patient. Considering the requirements of ethical justice in using physical constraint is also necessary for nurse according to the virtue theory. The Virtue theory emphasizes on the individual character of the person on ethical thinking. This means that while doing professional duty to achieve good consequences for any person, the character traits of a person must be analyzed (Bell, Dyck Neubert, 2017). Hence, the virtue theory mainly supports the fact that universal principles cannot be applied in all moral situations and impact of any actions must be evaluated on the basis of individual character of patient. Therefore, Camillas worry for safety of patient is justified according to the virtue theory because physical constraint may further cause harm to Sam. However, the medical team and the nurse leaders decision to proceed with physical restraint seem to go with the deontological theory. This is because deontology theory judges the morality of an action based on established rules and the n urse leader may justify her action by stating that it is a usual norm to use physical restraint on patient who is aggressive (Lazar 2017). Use of deontological theory is not favored for moral decision making in Camillas case because such theory lacks justified decision making and has many risk and uncertainty with the decision. Alternative perspective: The ethical issue in using physical constraint for Sam can also be explained by the ethical principle of beneficence. According to the ethical principle of beneficence in nursing practice, the nursing action must be such that it promotes well-being for patien. In accordance with this principle, a nurse has the responsibility to prevent harm in patient and defend the rights of other by analyzing the benefits against possible risk of an action. Hence, Camillas action of clarifying the use of physical restraint for Sam is a morally sound action by her because she weighed the intervention against harm for patient. Moghadam, Khoshknab Pazargadi, (2014) also supported the fact that although physical restraint is used to manage maladaptive behavior and reduce aggression, however negative effects of aggression such as stimulation of aggression and damage to therapeutical relationship with patient is also a possibility. Hence, instead of physical restraint, the medical team could have also a dvised the nurse to use other interventions like giving antipsychotic drugs like Olanzapine to patient to manage aggression. This intervention can reduce aggression in patient as well as promote safety of patient and other staffs (Gobbi, Comai, Debonnel, 2014). According to the value of humaneness too, the act of using physical restraint is not ethical action as it violates equal treatment and cause physical risk and injury to patient (Brophy et al., 2016). In addition, medical teams decision of ordering physical constraints is also a disrespectful action as all patients irrespective of their illness deserves to be cared with dignity and respect. Restraint is seriously detrimental to the dignity of patient and is considered to reflect therapeutic practice (Petrini, 2013). Hence, another ethical perspective to the Camillas scenarios is that ethical challenges are present in the case study due to the conflict between divergent values and value of respectfulness for patients. Discussion of ethical issues from the perceptive of: The requirement to respect human dignity and human right Apart from the clinical responsibility of caring for patient, nurses also have the obligation to comply with human rights and human dignity in practice setting. According to ANA Position Statement (2017), nurse must always advocate for human rights protection and respect inherent dignity, worth and human rights of all individuals. According to this action, the nurse must always refuse a practice that would negatively influence the quality of care and leaded to human rights violation. In the case scenario of Camilla too, the medical teams order of applying physical constraint on Sam is a situation of human rights violation. Physical restraint by the use of device to restrict movement of patients strips them of all dignity and right to be involved in treatment. However, using this strategy to control aggressive and uncooperative patient is an indication that health staffs lack training to work with such patient. Hence, to protect harm to patient, the nurse Camilla must analyze the acti on on ground of human rights and human dignity and take the step to deny such practice. This is within the provision of nursing practice. In addition, she can also take alternative option possible to minimize negative ethical consequence and harm to patient. your future professions codes of ethics/ professional conduct professional standards According to the Code of Ethics for Nurses in Australia, they must value access to quality nursing care for all people. In the context of valuing quality nursing care for all people, it means that nurse must accept their moral and legal responsibilities to provide safe and competent care and have all the right to question any nursing intervention that is potentially unethical or illegal (Code of Ethics for Nurses in Australia, 2017). In this context, it can be said that the nursing intervention of using physical restraint for Sam is an unethical issue as it will lead to harm for patient and violate the requirements for safe and competent care. There are high chances of patient safety related issues in using physical restraint as it will increase agitation, cause skin injuries or restrict circulation and lead to self-harm consequences (Hughes Lane, 2016). Hence, according to the code of ethics, Camilla has all the rights to question such treatment and consider the safety of patient a bove all things. Another important value statement of the Code of ethics is that nurses must value kindness and respect for self and others. According to this statement, the nurse have the obligation to respect and preserved the dignity of people by practicing kindness and recognizing vulnerability of the patient (Code of Ethics for Nurses in Australia, 2017). From this perspective too, the act of using physical restraint is an ethical issue as it will give feelings of disrespect to Sam and it will be harsh method of nursing care. According to Mhler Meyer, (2014), nurse often decide in favor of using restraint when they are in doubt and lack skills to handle aggressive patient. They also use strategies to cope with negative feelings of patients. For Camilla, using other intervention will save her from ethical issues while on duty. The principles of health care ethics The principle of health care ethics is mainly centered around the factor of autonomy, beneficence, non-maleficence and justice to ensure optimal safety and care for patient. Autonomy is related to giving right to patient to take part in decision making for treatment options. Beneficence is the responsibility to put best effort for the benefit of patient and non-maleficence is related to ultimate goal of causing no harm to patient during the care process. The principle of justice demand elements of fairness in all kinds of decision making (Holmes, 2016). By comparing and evaluating the Camillas experience based on the principle of health care ethics, it can be said no principle of ethics is followed in going forward with physical restraint. Firstly, principle of autonomy will be violated because the medical team has not taken consent from Sams relative while deciding to use physical restraint. Secondly, beneficence principle is violated because physical restraint is not a therapeutic care option and develops negative feelings and behavior in patient such as isolation, resentment and aggression. Justice is also denied because according to human rights principle, no person has the right to be restricted and all must be treated equally. Proposal for professional practice Based on the identification of several negative ethical implication for Camilla in using physical restraint for Sam, the recommendation for nurses like Camilla is that they must first identify the goal of the health care intervention and its benefit for patient. According to medical teams order, physical restraint is necessary to save others from harm. However, as the nursing care is mainly centered around the patient related outcome, Camilla must also weigh the benefits and risk of physical restraint for Sam. Considering his mental condition, if using physical restraint is a necessity, then she must follow ethical process of taking consent from patient or his family members to make them aware of the need for such act. This will prevent any future issue in the future. However, as there is many evidence to provide harm and negative experience for patients is using physical restraint, Camilla must also identify other alternative intervention physical restraint is associated with increa sed risk of injury to both hospital staffs as well as patients. For example de-escalation technique can be used to avert violence and regain calmness of patient. However, as this requires complete verbal and non verbal communication skills by nurse, Camilla can also consider pharmacological treatment option to control aggression in patient (Spencer Johnson, 2016). This will ensure that fairness is maintained in decision making and patient dignity and respect is preserved during the delivery of care. Conclusion: The essay summarized the ethical issue faced by Camilla in applying physical restraint and likelihood of ethical implications in practice due to risk of harm to patient and violation of dignity and respect of patient. Considering the risk of harm and negative consequences of physical restraint for patient, it can be said that the use of physical restraint is not effective nursing intervention. This is explained with support from ethical theory, principles of ethics in health care and code of ethics for nursing practice. The main recommendation for professional practice in dealing with such scenario is that benefits and risk of physical constraint must be weight for patient and ethical process must be followed in implementing it such as taking informed consent and using least restrictive methods to minimize injury in patient. It is also proposed to find alternative interventions to curb the practice of using physical restraint for mentally aggressive patient. Reference ANA Position Statement (2017). The Nurses Role in Ethics and Human Rights: Protecting and Promoting Individual Worth, Dignity, and Human Rights in Practice Settings. Retrieved 23 October 2017, from https://www.nursingworld.org/MainMenuCategories/EthicsStandards/Resources/Ethics-Position-Statements/NursesRole-EthicsHumanRights-PositionStatement.pdf Brophy, L. M., Roper, C. E., Hamilton, B. E., Tellez, J. J., McSherry, B. M. (2016). Consumers and their supporters perspectives on poor practice and the use of seclusion and restraint in mental health settings: results from Australian focus groups.International journal of mental health systems,10(1), 6. Code of Ethics for Nurses in Australia. (2017). Retrieved 24 October 2017, from https://file:///C:/Users/User00/Downloads/5_New-Code-of-Ethics-for-Nurses-August-2008.PDF Gobbi, G., Comai, S., Debonnel, G. (2014). Effects of quetiapine and olanzapine in patients with psychosis and violent behavior: a pilot randomized, open-label, comparative study.Neuropsychiatric disease and treatment,10, 757. Heeren, P., Van de Water, G., De Paepe, L., Boonen, S., Vleugels, A., Milisen, K. (2014). Staffing levels and the use of physical restraints in nursing homes: a multicenter study.Journal of gerontological nursing,40(12), 48-54. Hofmann, H., Hahn, S. (2014). Characteristics of nursing home residents and physical restraint: a systematic literature review.Journal of clinical nursing,23(21-22), 3012-3024. Holmes, D. (2016).Critical interventions in the ethics of healthcare: Challenging the principle of autonomy in bioethics. Routledge. Hughes, L., Lane, P. (2016). Use of physical restraint: ethical, legal and political issues.Learning Disability Practice,19(4), 23. Lazar, S., 2017. Deontological Decision Theory and Agent-Centered Options.Ethics,127(3), pp.579-609. Moghadam, M. F., Khoshknab, M. F., Pazargadi, M. (2014). Psychiatric Nurses Perceptions about physical restraint; a qualitative study.International journal of community based nursing and midwifery,2(1), 20. Mhler, R., Meyer, G. (2014). Attitudes of nurses towards the use of physical restraints in geriatric care: a systematic review of qualitative and quantitative studies.International journal of nursing studies,51(2), 274-288. Petrini, C. (2013). Ethical considerations for evaluating the issue of physical restraint in psychiatry.Annali dell'Istituto Superiore di Sanit,49(3), 281-285. Luk, E., Sneyers, B., Rose, L., Perreault, M. M., Williamson, D. R., Mehta, S., ... Burry, L. (2014). Predictors of physical restraint use in Canadian intensive care units.Critical Care,18(2), R46. Bell, G. G., Dyck, B., Neubert, M. J. (2017). Ethical leadership, virtue theory, and generic strategies.Radical Thoughts on Ethical Leadership, 113. Spencer, S., Johnson, P. (2016). De?escalation techniques for managing aggression.The Cochrane Library. Ulrich, C. M., Taylor, C., Soeken, K., ODonnell, P., Farrar, A., Danis, M., Grady, C. (2010). Everyday ethics: ethical issues and stress in nursing practice.Journal of advanced nursing,66(11), 2510-2519.

Victoria Secret Communication Strategy Essay Example

Victoria Secret Communication Strategy Essay Task: 1) Pick a brand (consumer goods categories including services) and gather all its marketing communication materials, and evaluate how effectively the brand has mixed and matched marketing communications (see Chapter 6). 2) Based on your understanding of the role of social media and other new forms of marketing communications, develop an interative brand-consumer communication program or campaign (refer to Chapter 5, Chapter 6, and Chapter 7) Length of the report (choose either Word or PPT format) 1. For Word format, no more than FIVE pages (1. spaced, 12 font size) 2. For PPT format, no more than 50 slides are expected (35 40 slides range would be better). How well does a proposed ad campaign contribute to brand equity? Introduction Background Communication Objectives Designing Social Media Communication Target Customers Message Strategy Execution Elements Evaluation and Control Marketing Communications: everybody can be sexy; pictures say more than words I. Media advertisi ng 1. Television broadcast of the Victoria’s Secret Fashion Show The possibly most outstanding, far-reaching marketing move is the annual Victoria’s Secret Fashion Show, being broadcasted on CBS during primetime with almost 10 million viewers in the year of 2012. The show is being used as a place to show-off for varying entertainers, designers and celebrities, having developed into an event with international relevance and recognition. The show and its execution stand for originality, excitement and extravagance, presented by the world’s top models, also known as the Victoria’s Secret Angels. In the center of attention is the strong dominance of the image Victoria’s Secret wants to convey and literally scream out to its audience: the incomparable sexiness, the overbearing powerfulness and the imperturbable supremacy of the brand itself and its wearer. According to CMO Ed Razek of Limited Brands regarding the effect of the show, â€Å"online sales increase substantially both the night the show is taped and the day after its broadcast. We’re talking tens of millions of dollars here, at least† (Raven). 2. We will write a custom essay sample on Victoria Secret Communication Strategy specifically for you for only $16.38 $13.9/page Order now We will write a custom essay sample on Victoria Secret Communication Strategy specifically for you FOR ONLY $16.38 $13.9/page Hire Writer We will write a custom essay sample on Victoria Secret Communication Strategy specifically for you FOR ONLY $16.38 $13.9/page Hire Writer Television Advertisements with aggressive messages Victoria’s Secret’s marketing strategy features several television advertisements, promoting new product lines or special occasions throughout the year such as Christmas or Valentine’s Day. A high consistency of the advertisements and high familiarity of the ad-structure makes it easily recognizable for consumers to distinguish VS’s commercial from other labels: each commercial features several Victoria’s Secret Angels and a large display of various styles and shapes of their lingerie for different tastes. Further, it always features the brand name and a reminder of other company-linked mediums such as the stores, the catalogue and the online store. The models are always presented in action and wearing only lingerie to grab the viewer’s immediate attention. The rather fast-moving scenery, exactly displays the attributes consistent to VS’s brand image and the hedonic user imagery: especially the â€Å"It’s Showtime† (http://www. youtube. com/watch? v=g8hCGq7oZdsfeature=fvwpNR=1)commercial designed my Michael Bay (Independence Day, etc. gives the advertisement a feeling of adventurousness, mystery, and the lingerie-displaying models a sense of being untouchable, sexy, powerful, desirable, irresistible, playful. This image is consistent throughout the advertisements and commercials â€Å"helps the [consumer] know what to expect and the variety keeps them coming back† (Raven). The verbal message – if present – comprises a very strong invitat ion or almost obligation to buy, conveying VS products to be the perfect choice of present for each occasion, such as stated in the â€Å"Tell me you love me† (http://www. outube. com/watch? NR=1feature=endscreenv=8Ev5TyHYSfY) commercial: Seducing women whisper to the viewer to tell them â€Å"you love me†, reinforcing this wish with the final sentence â€Å"There is nothing like a Christmas present from Victoria’s secret†. As to prove one’s eternal and only love for a women, men as well as women get triggered directly – the one in the double bind of conveying his love especially through VS lingerie, and the other in the expectancy of such a gift as a sign of true affiliation or doubt. . Advertisement and presence in high-gloss magazines Magazines such as Elle and Vogue in the United States are the main print-medium to advertise to VS’s target consumer. The highly recognizable and consistent advertisements mainly introduce product lin e launches, displaying the consistent image of the VS brand with the sensuality and sexiness of the featured models. Besides, there are numerous articles featuring either the VS Angels or brand-related information, keeping the brand present to the consumer. VS has even reached out to reach their male shadow target audience, by featuring articles in the GQ men’s magazine, displaying desirable full-page photographs and even advertisement – making men want to see their women as sexy as the Angels, letting them consider to buy VS lingerie. II. Direct Response Advertising Direct response advertising is viewed as the key component of relationship marketing. VS cleverly applies this communication method via its Facebook group with 21 million members, engaging them in active participation by empowering them to vote for certain products a model should wear for a show, vote for â€Å"either or† questions regarding products as well as respond to questions on their personal opinion about what they want to buy. The analysis of these responses certainly has an immense value for VS as they can easily and at a low cost detect consumer preferences and possible shifts, track responses towards special fields of interest and keep the consumer engaged with the VS brand. III. Place resp. out-of-home advertisement 1. QR code campaign: Sexier than Skin A use of innovative technologies regarding mobile applications has been successfully integrated through the â€Å"Sexier than Skin† campaign. Huge billboards throughout the United States featured each a VS model with a QR (quick response) barcode hiding their presumingly naked intimate body parts. Every passer-by equipped with a mobile phone has been able to directly scan the QR code after having downloaded a gratuitous application, thus being able to â€Å"Reveal [e. . ] Candice’s Secret†. Consistent with the â€Å"Sexier than Skin† campaign, the then on the screen visible advertisement showed the same model wearing VS’s new, sexy product line, convincing the viewer to be literally sexier than only skin. In order to increase the effectiveness of the commercial, the advertisement has been directly connected to Victoria’s Secret’s main website, allowing con sumers to directly browse through products and to shop online. . Mobile billboard campaign In the year of 2009, Citi-Mobile has launched a mobile billboard for VS’s â€Å"Perfect One Bra† campaign, â€Å"which featured a â€Å"stylish, state-of-the-art† 3D mobile billboard with a VS model printed on it wearing the new bra. The mobile passed major shopping areas and hotspots of Los Angeles County, carrying an additional announcement of the live-appearance of Heidi Klum at one of their flagship stores to launch the new line. The buzz has spread among trendsetters, and a large crowd lined up to meet Heidi Klum and take photos with her, as she personally drove the mobile billboard to the store that day and excessively promoted the new product (http://www. prweb. com/releases/2009/03/prweb2214114. htm). 3. Angel Wings Box In 2012, nine boxes with worn vintage VS Fashion Show wings have been put up on Broadway New York, where people were able to have a photo taken with. These photos could be sent to VS via mobile multimedia message in order to get them uploaded on the VS Facebook fanpage. A moment for fans to either enjoy being in the center of attention, taking part in the stunning experience of getting close to the Angel’s wings and sharing this moment online. Hence, people were able to tag themselves and to share it with their friends, spreading and promoting the brand throughout their social network, enabling VS to profit from very low-cost, efficient marketing (http://www. herworldplus. com/fashion/updates/try-on-a-pair-of-victoria-s-secret-angel-wings). 4. Product Placement Easily recognizable Victoria’s Secret items such as the typical pink-striped shopping bag or the store front have been cleverly placed into several movies or TV-series, such as â€Å"Juno† (http://www. brandchannel. com/home/post/2011/12/09/At-the-Movies-A-Product-Placement-Super-Team-In-Young-Adult. aspx), a TV drama called â€Å"The Towns† (http://productplacementwatch. blogspot. hk/) and â€Å"The Office† (http://www. brandspotters. com/brand. aspx? id=48), subliminally confronting the consumer or viewer with the brand’s presence. 5. In-store advertisement mostly only showing a picture, luring the desire to upgrade oneself with such an amazing lingerie product; * 4. Promotions: to encourage first trial or visit of (online) store by lowering price resp. adding value: coupons, rebates, gimmicks, free gifts, bundle pricing, promotions during seasonal sales; better perceived value; seem to have become stable part of VS marketing To Earn Online/Catalogue: * Place an order of in-stock merchandise totaling $10 or more and use offer codeLOVEANGELS  at checkout. Choose the Victoria’s Secret Angel Credit Card* as your method of payment. (You must complete your order with an Angel Credit Card to qualify. ) * Your free Secret Reward Card will be added to your order after offer code is applied and will be included in your merchandise package. One free Secret Reward Card per order. To Earn in Stores: * Use your Victoria’s Secret Angel Credit Card* with any purchase of $10 or more to receive your free Secret Rew ard Card. One free Secret Reward Card per customer, per day. Valid only at US, non-outlet Victoria’s Secret stores. Same for facebook subscribers (digital coupons); or newsletter and catalogue subscribers as well; helps to reach price-sensitive consumers, increase product trial and quick, hedonic, in-store buying decisions; make it look as VS makes a special offer to their consumers, does not lower the perceived quality image; risk that buyers stick to promotional offers instead of buying the brand out of affiliation – but there are constantly promotions if only you follow FB, website, or other media; the brand after all makes profits large enough as the promotions are usually tied to a minimum purchase amount; . Interactive: website: online shopping possibility, consistent in colors and style (pink), very clear, directly uring with rebates and special promotions; VS ALL ACCESS features newest updates about models, shootings, press released, trend reports, interviews and previews of the new collections to keep followers updated, involved, interested; also featuring videos how to get in sha pe as the admired angels, how to put on make-up the way they do – you can adapt their whole look and lifestyle as a passionate follower; store locator, policies, etc. clear and consistent design, easy to navigate through; iPhone and Android Web: Victoria’s Secret â€Å"Get your Wings† application; PLUS normal app to allows online shopping and direct ordering e-mails in the form or newsletters: Stay in touch in style via your inbox, with the latest from Victorias Secret, exclusive online and in-store offers ; sales, new fashion, lingerie ; beauty alerts, in-store events ; store openings in your area, news and offers from Victorias Secret and its sister companies. Social Media: facebook as rather to create a long-term relationship and consumer engagement (FABULOUS; design your own; encouragement to buy things and feel sexy), etc. ; almost 22million likes; 2 million followers on twitter; Welcome to the official Victoria’s Secret page, where Angels, Bombs hells the sexiest fans on Facebook get their fix for everything VS. Company Overview Victorias Secret is inspired by a love for lingerie, and the desire to bring beauty—and fantasy—into every woman’s wardrobe. We believe little luxuries are of grand importance. And what’s closest to your body is always closest to our heart. All under a â€Å"Life is Fabulous† slogan, especially the word fabulous being featured in the majority of posts; created a facebook community; able to fine tune its marketing and yield marketing insights, as consumers get involved by voting for outfit preferences; interactive involvement by directly promoting a new product line with the question whether â€Å"YOU† (spelled in capital letters† already found the perfect fit; easy platform to respond to consumer requests, responses, complaints, etc. irectly, publicly; promoting Model or theme playlists on spotify people can contribute to; online videos via youtube channel: featuring newest online or Tv commercials and extended cuts, product introductions, behind-the-scenes videos on VS’ youtube channel, insights and close-up from the models, workout plans â€Å"train like an angel†, make-up tips â€Å"look like an angel†, vi deos â€Å"on the Art of Living Fabulously†, the Fashion Show, â€Å"you asked – we answered†; Mobile marketing via APP be it get your wings or the online shop, QR code scanning; to increase loyalty; targeted mobile ads in Pandora’s iPhone app – geo-targeting, as the ads show how far away consumers are from VS store – redirection to mobile landing site; increasing trial â€Å"Victoria’s Secret, the  largest American retailer of lingerie, has recently launched the first ever nationwide mobile messaging campaign in the United States using rich media messaging, the next generation of MMS technology,† said Cezar Kolodziej, president/CEO of Iris Mobile, Chicago. (http://www. mobilemarketer. com/cms/news/messaging/14124. tml) â€Å"They are promoting their VSX Sexy Sport brand by sending workout tips through their video series, ‘Train Like An Angel,’† he said. â€Å"These tips are delivered by Victoria Secret m odels themselves, also known as the Angels, to teach women how to stay in shape. † Rich media messaging is the only mobile technology that allows Victoria’s Secret to deliver videos on all mobile handsets and carrier with no data connection required; thus watchable EVERYWHERE; keeping in touch, updating, informing, strengthening the relation; to bolster awareness 7. Event marketing and sponsorship: Fashion show PINK NATION 8. Publicity and public relations: Angels as spokeswomen, social stuff? (but the 2000 show was moved for a year from the usual February event at the Plaza to a May event in concert with the  Cannes Film Festival  in France to raise money for the Cinema Against AIDS charity; it raised $3. 5 million. ) 9. Word-of-mouth Consistency of content in FB stuff – makes people come back as they know there will be something waiting for them; All contribute to brand equity: by creating awareness of the brand, linking pop and pod associations to the brand in consumers’ memory, eliciting positive brand judgments or feelings (socially active? , and facilitating a stronger consumer-brand connection and brand resonance; Intended  goals  of an  advertising  or  promotional  program. Possible communications  objectives  include  (1) creating brand  awareness, (2) imparting  knowledge, (3) projecting an  image, (4) shaping, enhanding  attitudes and influencing int entions, (5) stimulating a  want  or desire, and/or (6) effecting a  sale, facilitate purchase behavior. (7) Building brand image; Read more:  http://www. businessdictionary. com/definition/communications-objectives. html#ixzz2Ny5BtTpR Communication objectives of social media: http://www. chrisbrogan. com/10-communications-objectives-of-social-media/ We observe, young consumers use social media as a push medium (too) they send out messages and are promoting themselves. They get friends with brands, because brands follow back REWARDING LOYAL CUSTOMERS 1. Generate awareness. 2. Drive Trial. 3. Product Launch. 4. Establish Need/Want 5. Product/Service Comparison. 6. Positive Association. 7. Form/Change Opinion. 8. Influence the Influencers. 9. Drive Action/Traffic. 10. Establish/Regain Trust.