Development of tourism in Scotland Essay Example for Free

Development of tourism in Scotland Essay For a country to be a successful tourist destination, the normal impression that anybody has is that the country must be easy to access, with modern means of transport and good communication, unlike Scotland. A small country located on the periphery of Europe, Scotland is characteristic of tartans, highlands, mountains, castles and bagpipes etc, and for long, poor accessibility and transportation persisted in the country. Nevertheless, Scotland is among the most successful tourist destinations. Many have tried to bring about development of tourism in the country. The Scotts, in particular, were worried that the country’s inaccurate historic description might taint its image as a tourist destination. But little did they realize that in fact, portraying the country in modern perspective could cause considerable harm to its established image, which attracted a good number of visitors. [Butler, Richard. Tartan Mythology. 1998. p. 122. The traditional tourist image of Scotland. ] Besides the residents, the country saw noteworthy visitors, who contributed, directly or indirectly to its tourism development. The visitors can be distinguished into three groups—those from the field of military and administration, those involved in scientific studies and those who were engaged in works of music, art and literature. All these three groups had different approaches towards development in the country. The group involved in military and administrative activities was not directly related to the development initiative. However, their work involved a lot of traveling within the region. In their journals and writings, the group brought to light the difficulty in traveling in the region and the need for improving the transportation system there. Also, the scientific visitors wrote journals that described the physical features of Scotland and emphasized its historical heritage, which in turn, attracted more visitors. However, the group that comprised authors, and those involved in the works of art and music, was which made a significant impact on the development of Scotland’s tourism. Their approach was the most dominant and certainly the most effective. The works of renowned authors like Scott, Dickens, Wordsworth, just to name a few, described the country as a place with a romantic appeal. They gave vivid accounts of the scenery, the landscapes, the chivalry of the people and the military expeditions, which helped the country to establish a powerful image as a tourist destination. Not to forget one more group that did much to popularize the country—the absentee landlords and their friends. They engaged in sports like shooting and fishing that also made the country very popular and a coveted tourist destination. However, when more and more people started indulging in these sports, they were called off and Scotland remained a limited small tourist spot. [Butler, Richard. Tartan Mythology. 1998. p. 123-125. The traditional tourist image of Scotland. ] The development approaches resulted in improvement in many areas in the country like better communication and transportation facilities, better accommodation arrangements for tourists and the preserving of its natural heritage and culture, the established image of the country. The biggest strength of the development approach in Scotland is the realization that the tourists consider the natural heritage of the country as genuine and they are attracted to it because of its originality, unlike other places that are meretriciously ornamented. Only Development of tourism in Scotland 3 those who tried to fiddle with the traditional image of Scotland and try to portray it modernly reflect a weak approach towards its development. [Butler, Richard. Tartan Mythology. 1998. p. 132-135. The traditional tourist image of Scotland. Yes, the rising participation in adventure activities like skiing and wearing the highland dress, along with the popularity of golf rising significantly, reflect acknowledging of policies to sustain its image. If I were to manage its development, I too would go in for preserving its natural heritage so that visitors could get a real taste of the place. After all, tourists do come to have a bite of the place they visit and their nothing like getting a real taste of it! Reference citations Chapter 7: Butler, Richard: Tartan Mythology. 1998. The traditional tourist image of Scotland, p122-139.

Symbolic Images: The Poetry of Emily Dickinson Essay -- essays researc

The poetry of the Imagists is short, simple, and quite literal in its meaning in order to create a vivid picture in the reader’s mind. When they describe an object, it means just what they say. A tree is a tree, a flower is a flower, and a bird is a bird. Imagists have little use for abstract words or ideas, and tend to shy away from them as much as possible. Emily Dickinson doesn’t fall under the same category as the Imagists, as she doesn’t use the same techniques as the Imagists.   Ã‚  Ã‚  Ã‚  Ã‚  Dickinson’s poems center on very vivid images, with very different takes on them. They very often contain abstract concepts, which are often given concrete principles and are incorporated as part of her images. She implants deeper meanings behind her images, and tends to rely on a different technique than the Imagists. The majority of her work relies heavily on a different type of imagery – symbolism.   Ã‚  Ã‚  Ã‚  Ã‚  One of the poems where this symbolism is most evident is â€Å"My Life Had Stood – A Loaded Gun.† This poem is obviously based around a strong metaphoric image, as Dickinson is comparing herself to a gun belonging to someone else. In the poem, she uses the gun as a symbol to show her role in the patriarchal society she lived in. The first stanza shows this feeling:   Ã‚  Ã‚  Ã‚  Ã‚  My Life had stood – a Loaded Gun –   Ã‚  Ã‚  Ã‚  Ã‚  In Corners – till a Day   Ã‚  Ã‚  Ã‚  Ã‚  The Owner passed – identified –   Ã‚  Ã‚  Ã‚  Ã‚  And carried me away – In this stanza, Dickinson never explicitly mentions the owner to be a man, but as women didn’t use guns in those times, it is understood that the owner would be male, which she does clarify later in the poem. Even without an outright declaration of male ownership, these lines imply the role that women were supposed to take in Dickinson’s time, sitting silently in the background until a man wishes to take them away.   Ã‚  Ã‚  Ã‚  Ã‚  In the last stanza of the poem, Dickinson echoes the same theme of needing a man to access her power.   Ã‚  Ã‚  Ã‚  Ã‚  Though I than He – may longer live   Ã‚  Ã‚  Ã‚  Ã‚  He longer must – than I –   Ã‚  Ã‚  Ã‚  Ã‚  For I have but the power to kill,   Ã‚  Ã‚  Ã‚  Ã‚  Without – the power to die – These lines tell of Dickinson’s feeling of dependence... ...ase of the speaker’s reality, her sense of reason, was faulty and gave way, showing her much more beyond her reason that she could now be aware of. She now holds a new idea of reason and common sense to replace her old ideas. The use of the word â€Å"I† in the second line shows us that inside the coffin is in fact the speaker of the poem. This stanza suggests that the person being buried is perhaps the speaker’s innocence. It tells us that with the death of her naivety, she falls into a whole new set of worlds that she didn’t know about previously. After her fall, she now has a new grasp of reality and knows more than she had before.   Ã‚  Ã‚  Ã‚  Ã‚  Emily Dickinson loved to use images. Her poems are all heavily based around images, and she has an amazing talent for describing them. Each of these poems contains a different theme, and revolved around different images. While each of these poems would stand up on its own, Dickinson tied many of them together with her tendency to come back to symbolism. Like the Imagists after her, she liked to paint pictures in the reader’s mind with her words, but what made her stand out was the deeper meaning she laid beyond those images.

Advertising Campaign Case Study New BMW Series Essay

1.0 Description of campaign-â€Å"DESIGNED FOR DRIVING PLEASURE†Ã‚  BMW is the German manufacturer Bayerische Motoren Werke AG (as known as Bavarian Motor Works) which is one amongst the luxurious and advanced brand in motor vehicle industry, such as Mercedes-Benz and Audi. Its product is not only automotive vehicle, also refer to motorcycle and Formula One. However, BMW automotive is more well known than others. â€Å"Designed for driving pleasure†is BMW launched a new international campaign focused on design in Germany. The integrated global campaign highlights the dynamism of BMW design and features a TV commercial that portrays the BMW concept 4 Series Coupe in a highly dynamic way, using a surprising visual effect that is revealed at the end of the spot. Design and dynamics are also the focus of the print campaign. Ropes are used in the image to create the motion blur effect normally seen in real driving shots. See more: Strategic Management Process Essay Unlike previous global campaigns of BMW, this new Designed for Driving Pleasure features the all new 4 Series Concept, instead of a production models. The advertisement campaign also features a download app called AD Essence specially for IPad and Android phones. The design and presentation of this new app is thanks to Architectural Digest magazine along with BMW Group Design while the campaign will be aired on company web-side â€Å"www. Bmw.de† from today. This is a global campaign which will have a worldwide reach in the first quarter of 2013 drawing special attention to BMW Concept 4 Series Coupe. At the same time, the campaign brings to the fore all what BMW stands for, be it dynamics of design, sheer driving pleasure, enhanced performance, and vehicles with a marked degree of sportiness and elegance. The print campaign showcased the BMW Concept 4 Series Coupe and the new BMW Z4 which is expected to be launched across Germany from March 16,2013. (Sagar Patel, 2013) 2.0 Market group-â€Å"Up-market† The main market group to whom the advertisement campaign from BMW-â€Å"Designed for driving pleasure† could be identified by demographic assessing variable aspects from consumers’ age, gender or income. Demographic analysis is used in two ways-as market segment descriptors and in trend analysis. To create descriptors of market segments, marketers match demographic and psychographic profiles of a segment with its consumer behavior. The demographic variables that correlate sufficiently with specific consumer behavior are then used to describe that segment. In this sense, demographics are used as a proxy for how consumers will behave, based on characteristics such as age, income level and ethnicity. When marketers do not have primary research, demographics information can be used to guide new development, product repositioning, brand extension, distribution strategies or media and creative appeals in communications programs. (Blackwell, 2000) The 4 Series advertisement from BMW is not only found to concentrate on a particular psychographic market, and it’s about promote a new car that stands for dynamic performance, sportiness and elegance. The target of BMW 4 Series is not only for achievers but also for strivers and other else who have ability to buy it. So, rather than psychographic, the BMW 4 Series campaign can be said to rely more on social-demographics. According to the demographics segmentation theory, the up-market, often referred to as â€Å"super-affluent†, represents the top quintile (20 percent) of consumers in terms of income. These holds often consist of two income-earners who place high value on time, because time is scarcer than money for them. They usually value extra services-such as offers of semi-prepared food, organic food at higher prices in some supermarkets or the shopping nights offered by David Jones or similar stores for exclusive attendance of their store cardholders that some retailers provide to capture new customers. (Blackwell, 2000) In the demographics theory up-market is the customers who prefer a good quality product or service even though it would spend more money such as BWM. BWM is one amongst the leading brands in vehicle industry as we known. And Compare to other car companies like Toyota, Holden, BMW is not cheaper than them, but it would has a better quality or service and the customers also have a different sense. For 4 series: Acceleration, breaking, taking fast corners-pure driving pleasure. BMW products promise sheer diving pleasure that clear lines and distinctively sculpted surfaces express this dynamism and motion even when the car is standing still. What is said above, the product which BMW campaign promoted, it is almost focus on the target of up-market. 3.0 Problem recognition When considering making a consumer decision, problem/need recognition is the first step. It is easy and helpful for marketers to identify the reasons for customers to buy their products, as the analysis of the problem recognition and buyer behaviors. The campaign of BMW is to make a ‘4 Series Coupe has its own character within the BMW family and combines all that BMW stands for: dynamic performance, sportiness and elegance.’(Horatiu Boeriu, 2013) Obviously, the problems that the advertisement seeks to address are providing a product which is practical and also elegant. BMW is a band which meets the needs of high quality car and showing the status of customers. When people driving a BMW across the road, the strangers on the road side may attractive by the design of the car, as BMW emphasizes making a good fist impression (John Brink, 2013). On the other hand, it is important for drivers to think about is the performance of the car (John Brink, 2013). BMW offers comfortable conditions of driving experience as well as passengers feeling. Customers may require a ‘smooth, balance, and capable’ journey when driving a car, regardless of straight motorways or narrow, and winding country lanes (John Brink, 2013). In addition, safety of the car is also an important element for consumers to consider. There is no end for BMW to quest the next innovation about safety (BMW, 2013). When having a fascinating appearance, safety can be a difficult and important part for BMW to do research and development. In general, the nature of the decision made by BMW of this 4 Series Coupe is to meet the needs of both attractive surface and car performance and safety. However, the potential risk of the 4 Series Coupe is that it is a high class of consumption. According to the research, the New BMW 4 series will sale at the end of 2013, which costs an expected price of  £28,000 (Luke madden, 2013). It is more expensive than 3 Series, and competitively with A5. That is to say, BMW 4 Series Coupe is a premium luxury item which is priced higher than any other car of its competitors. As a result, this risk leads to lose some of the customers who cannot afford it. 4.0 Theory and application BMW aims for a simple design and classic that attracts from every angle and that will age well. The core values of BMW brand is providing quality, technology, performance and exclusivity. For BMW, performance is the most concerned rather than speed (BMW Blog). Nowadays, BMW is launching an international campaign – Design for driving pleasure to introduce the concept 4 Series Coupà ©. â€Å"The BMW Concept 4 Series Coupà © has its own character within the BMW family and combines all that BMW stands for: sportiness, dynamic performance and elegance†, said by Karim Hbib, head of BMW Design (BMW blog). Like Mercedes-Benz, BMW stands for luxury and successful. Consumer motivation refers to the drive to satisfy both psychological and physiological needs through product consumption and purchase (Blackwell, D’Souze, Taghian, Miniard, Engel. 2007). Physiological needs are the most basic needs, including more than food and drink. Sometimes people may not feel hungry but they still want to eat something, this physiological need of consumption is the need for pleasure. For BMW crazy fans and collectors, the BMW Concept 4 Series Coupà © is newly introduced into market place. Those who have financial abilities may have the eager to purchase the fresh ground car even though they don’t lack of car. Furthermore, the 4 Series Coupà © is more focus on sportiness, this factor may attract more successful businessmen’s attention. They could drive 5 or 7 series BMW during business time, while they could drive 4 Series Coupà © during leisure time. As we could see, the 4 Series Coupà © has streamlined design, which adds more fashion elements to 4 Series Coupà ©, this factors may attract more young people and females, especially in fashion industry. Most people want to give a good impression to public and be perceived as complying with various social norms in order to gain social esteem and approval (Olof, 2006). We all want our family to be proud: some even want to be seen and recognized as successful and rich; others want to be viewed as attractive. This is called social image needs – the need to project a certain image of ourselves to our social environment (Blackwell†¦et. al. 2007). BMW represents successful. The new 4 Series Coupà © reflects not only young and fashion factors but also successful. According to Ozaki and Sevastyanova’s report, the relationship between the possibilities produced by technological innovations and actual sustainable outcomes is heavily mediated by consumers’attitudes towards those innovations. The 4 Series Coupà © brings the fashion, sportiness and luxury image of BMW to public, which drives new market consumption. Customer engagement refers to the engagement of customers with one another, with a company or a brand (Vaughn. 2012). BMW has already creates its company and brand loyalty during the past years. The new 4 Series Coupà © once is launched, BMW customers who are engaged with BMW would pay attention. 5.0 Strategy assessment and conclusion BMW is involved a high-involved buyer behavior, as it has a complex thinking and research process during buying a car. It is not like purchasing milk, customers have to compare and do more research about the products. This campaign uses marketing communication to increase the product awareness, including print, TV, social media and out of home advertising (Sagar Patel, 2013). The advertising is trying to use the vehicle’s design with the special visual effect as the product feature (Sagar Patel, 2013). Compare to the global campaign of BMW before, instead of presenting statistics of the models and the functions, this campaign use an image and an app called AD Essene, as the design of the product is the most important purchase reason (Horatiu Boeriu, 2013). The purpose of these promotions is to attract the target market customers and making them interested in this product. On the other hand, the dynamic moving car on the TV advertising which looks elegant and balance also make people feel the 4 Series Coupe is a good choice. Obviously, the 4 Series Coupe is target customers who are achievers, as it is a high class of consumption. The ads can be found not only on the TV, Internet, Magazines, but also on the out of the door globally, in other words, people can easily find the ads all over the world. As a result, the products can look attractive to everyone, especially for the high class people who are affordable to buy this product. In addition, this advertisement may target people who are fashionable, as the new design of the fascinating appearance. To fit within the whole campaign, the advertisement should make motivation for customers to buy this car. Currently, it is popular for a family to own a car, especially for the rich family, they can have more than one can in their home. That is to say, people who can afford BMW may consider about purchase more cars for their family. The advertisement can be posted and exposure frequently on the CBD office Building, the famous commercial magazines, as well as commercial and financial websites, so that potential customers can get the product information easily and simply.

The Music Of Wolfgang Amadeus Mozart - 991 Words

Wolfgang Amadeus Mozart was an Austrian composer who mastered the range of contemporary modern instrumental and vocal forms—including the symphony, concerto, chamber music, and especially in the opera. Wolfgang Amadeus Mozart was born on January 27, 1756, in Salzburg, Austria. Mozart mom and dad, stressed about the importance music to their children. Wolfgang received in-depth musical training that by the age of six he was a rising composer and a soon to be keyboard performer. In 1762 Mozart dad presented him as a performer at the imperial court in Vienna, Austria, and from 1763 to 1766 he lead both of his children on a continuous musical tour across. Mozart was the most praised child prodigy of this time as a keyboard performer. He also made a great impression as a composer. In London he won the admiration of musician Johann Christian Bach and he was exposed from an early age to different variety of musical styles across Europe. Although he had great musical ability, Mozart’s lack of a normal childhood caused him much suffering. During his youth, Mozart was constantly in the news and was extravagantly acclaimed by all. He was well aware of his precious talent and developed an arrogant and overly confident demeanor. He had little discipline and maturity outside the subject of music. Mozart frequently went through periods of financial difficulty. At age 4 Wolfgang himself began keyboard lessons playing without fault and with great sensitivity, and by age 5 he wasShow MoreRelatedMusic From Mozart s 1st Movement, Wolfgang Amadeus Mozart ( 1788 )1405 Words   |  6 PagesK.545 Sonata 1st Movement, Wolfgang Amadeus Mozart (1788), Classical The K.545 Sonata is probably my favorite piece of music from Mozart’s sonatas. Mozart had such great musicality when playing the piano. He had a structure in mind when composing the song since he has an exposition, development and recapitulation The piano sonata is also known as the piano facile however there are three movements to the entire piece as would any typical sonata. I like the sound and the way the notes flow. The firstRead More Life Of Mozart Essay670 Words   |  3 PagesThe Life of Wolfgang Amadeus Mozart nbsp;nbsp;nbsp;nbsp;nbsp;Wolfgang Amadeus Mozart (1756-91) is regarded as the greatest composer who ever lived. He began writing minuets at the age of 5,and by the time he died in 1791 at the age of 35, he had produced 626 cataloged works. â€Å" Mozart has enriched the concerto form with a larger number of masterpieces than any other composer.†1 nbsp;nbsp;nbsp;nbsp;nbsp;Wolfgang Amadeus Mozart is said to be the greatest genius in western music history. WolfgangRead MoreSummary : Mozart 1016 Words   |  5 PagesJohannes Chrysostomus Wolfgangus Theophilus Mozart Lydia Molina Mr. Dresser General Music 27 May, 2015 Mozart Johannes Chrysostomus Wolfgangus Theophilus Mozart, known for his string of operas, concertos, symphonies and sonatas, he helped shape classical music as it is today. â€Å"Born on January 27, 1756, in Salzburg, Austria, Wolfgang Amadeus Mozart was a musician capable of playing many instruments at age six. Over the years, Mozart aligned himself with a variety of EuropeanRead MoreThe History And Transitions Of Music933 Words   |  4 Pageshistory and transitions of music has had many talented persons that have influenced music but none are so well known as Franz Joseph Haydn, Wolfgang Amadeus Mozart and Ludwig van Beethoven. All three of these great composers performed during the Classic period and it would act as the base of classic music for the next one hundred and fifty, to two hundred years. The names of Haydn, Mozart and Beethoven are so well known that people who have little to no knowledge of music will recognize their namesRead MoreJennifer Persaud. Professor Adams . Musi c 101. April 2017.1148 Words   |  5 PagesProfessor Adams Music 101 April 2017 Wolfgang Amadeus Mozart Johann Chrysostom Wolfgang Amadeus Mozart was born in 1756 and died in 1791. Shortly after his birth in Salzburg, Austria, he was baptized as Joannes Chrysostomus Wolfgangus Theophilus Mozart however, he just went by Wolfgang Amadeus Mozart. As aforementioned, his baptism refers to the religious rite of a person that belongs to a Christian Church. His mother, Anna Maria Mozart and his fatherRead MoreThe Classical Music Genre1271 Words   |  6 PagesThere are numerous composers within the Classical Music genre; each one is different from the next. Although it may seem that each piece of music within the Classical genre is the same, they are just as different as the composers are to one another. Wolfgang Mozart is a very well known composer. He was not only popular in the time period in which he lived, but he continues to be one of the better known composers in today’s society. Wolfgang Amadeus Mozart was born on January 27, 1756, in Salzburg, AustriaRead More Wolfgang Amadeus Mozart Essay1202 Words   |  5 PagesWolfgang Amadeus Mozart Wolfgang Amadeus Mozart, as he is generally known, was baptized in a Salzburg Cathedral on the day after his birth as Joannes Chrysostomus Wolfgangus Theophilus. The first and last given names come from his godfather Joannes Theophilus Pergmayr, although Mozart preferred the Latin form of this last name, Amadeus, more often Amadà ©, or the Italiano Amadeo, and occasionally the Deutsch Gottlieb. Whatever the case may be, he rarely - if ever - used Theophilus in his signatureRead MoreThe Classical Era Of Music1012 Words   |  5 Pagesforms of music were created. The Classical era expanded from 1770 to 1820, and during that time many great composers rose including Franz Joseph Haydn, Wolfgang Amadeus Mozart, and Ludwig Van Beethoven. A very important composer whose music is still heard today is Wolfgang Amadeus Mozart. His fame and great works in music changed throughout his childhood, middle age, and his final years. Wolfgang Amadeus Mozart was born in Salzburg, Austria January 27, 1756. His father Leopold Mozart was a violinistRead MoreWolfgang Amadeus Mozarts Impact On Classical Music1221 Words   |  5 Pageshear or think of classical music, what do you think of? What should come to your mind is someone by the name of Wolfgang Amadeus Mozart. Wolfgang Amadeus Mozart, who is best known as just Mozart, had a huge impact on classical music and truly changed the style forever. He had a remarkable young childhood, but then went through some up and downs as he got older. Mozart was best known by his personal life, career, and music. Mozart’s personal life was full of music. He was born on January 27Read More wolfgang amadeus mozart Essay1190 Words   |  5 Pages Mozart was considered to be the best musician/composer of all time. Mozart was a genius when it came music and composing, he was said that no other could rival him and to this day people still say that he is the best. The reason why I choose to do Mozart is the fact I do believe he is the best musician/composer of all time, and his life story is of a tragic but gifted young soul. Later on you will find out about his family, his teachings, his tragedies, and of course his accomplishments. Wolfgang