Ihor’s Campaign Essay examples -- Epic Poem Poetry Essays

Ihor’s Campaign Slovo o polku Ihorevi, Ihoria syna Sviatoslavlia, vnuka Ol’hova, or The Tale of Ihor's Campaign, Ihor the Son of Sviatoslav, Grandson of Oleh is â€Å"an epic poem written in the 12th century by an anonymous author† who was most probably from Kyviv or Chernihiv (Hordynsky and Stech 2001). â€Å"From the tenor of the poem, it can be deduced that the author was a mature, experience man, perhaps serving in one of the princely retinues and was versed in the manners and customs of his day† (Kuzych 2000). The original was discovered in 1795 by Graf A. Musin-Pushkin in the archives of Yoil in the Transfiguration Monastery in Yaroslavl, Russia, and was published in Saint Petersburg in 1800 with the assistance of the paleographers A. Malinovsky and Mykola Bantysh-Kamensky (Hordynsky and Stech 2001). â€Å"The single preserved copy was apparently hidden after 1240 when the Mongol incursions into Ukraine began† (Kuzych 2000). The only original copy is claimed to have been burned in 1812 when Moscow was seized by Napoleon’s troops (Wikipedia 2005) and the lack of a genuine script â€Å"allowed a number of skeptical critics in the early 19th century to consider the work a falsification of a later date† but many scholars, â€Å"particulary Mykailo Maksymovych, demonstrated connections between the Slovo and Ukrainian folk poetry† (Hordynsky and Stech 2001). â€Å"The subject of the poem is the unsuccessful campaign mounted in the spring of 1185 Ihor Syviatoslavych of Novhorod-Siverskyi against the Cumans and its central theme is the fate of the territories of Rus’† (Hordynsky and Stech 2001). The lyrical poem combines historical subject matter with â€Å"dreams, laments, natures’ reaction to the hero's fate, monologues of princes, other motifs and ... ...ble platinum coin form the Millennium Commemorative Coin Set† portraying the author composing the poem while watching Ihor’s battle take place (Kuzych 2000). In 2000 Ukraine indirectly honored the epic poem by minting a â€Å"commemorative 5-hryvnia silver coin minted for: ‘The 900th Anniversary of the Novhorod-Siverskyi Principality’† and depicted a prince leading an army in front of the old Rus’ fortress (Kuzych 2000). Works Cited Hordynsky, S. and M. R. Stech (2001). Encyclopedia of Ukraine. http://www.encyclopediaofukraine.com/display.asp?AddButton=pages\S\L\SlovoopolkuIhoreviIT.htm Kuzych, I. (2000). Commemorations of "The Tale of Ihor's Campaign.† The Ukrainian Weekly No. 40. http://www.ukrweekly.com/Archive/2000/400024.shtml Wikipedia: The Free Encylcopedia. The Tale of Igor’s Campaign. (2005). http://en.wikipedia.org/wiki/The_Tale_of_Igor's_Campaign

Critical thinking Essay

1. What do the authors mean by â€Å"templates†? It means that you can use right away to structure and even generate your own writing. 2. What does critical thinking require? It requires the questioning of assumptions, develop strong claims, offer supporting reasons and evidence, and consider opposing arguments. 3. How would you describe the difference between â€Å"arguing† and â€Å"entering† a conversation? In â€Å"arguing†, you assert the views of yourself and when you â€Å"enter the conversation†, you present the views of other people. 4. What famous argument do the authors use as an example? Martin Luther King Jr’s â€Å"Letter from Birmingham Jail† 5. Using the 1st template on page 9, fill in the blanks with a controversial topic that interests you. He claims that gay marriages are acceptable, and I have mixed feelings about it. On the one hand I agree that a gay marriage is a commitment. On the other hand, I still insist that a marriage should be between a man and a woman. 6. What do the authors mean by a â€Å"larger conversation† and how are you supposed to use it as a writer? In particular, read page 19 carefully. â€Å"Larger conversation† helps the writer show what the information is responding to the point of the thesis. 7. What suggestions do the authors make for starting your paper? Start with what others are saying as in the title of the chapter recommends. 8. Isolate 10 templates you might actually use in your writing and explain the function of each. * Americans have always believed that __________________. * Conventional wisdom has it that ______________________. * Common sense seems to dictate that ___________________. * The standard way of thinking about topic X has it that _____. * It is often said that _________________________________. * My whole life I have heard it said that __________________. * You would think that ______________________________. * Many people assume that ___________________________. * I’ve always believed that ___________________________. * When I was a child, I used to think that ________________. 9. Define â€Å"return sentence.† A sentence that returns to the motivating â€Å"They say†. 10. On page 29, the author describes the qualities of a good summary. What are they? A good summary requires balancing the writing when the author writes and emphasizing those aspects of what the author is trying to say. 11. From each of the verb categories listed on page 37, select 5 that you think you might actually use in an argument. * Argue * Observe * Claim * Emphasize * Believe 12. According to the authors, why is it important to quote others? Quotes give tremendous amount of credit to the summary and also helps make sure it’s fair or equal. 13. Briefly summarize what the authors have to say about the relevant quotations. You need to have a sense of what you want to do with the quotations. 14. Give 5 examples of templates used for introducing quotations. * According to X, â€Å"_____________________.† * X Himself writes, â€Å"____________________.† * In her book, _______, X maintains that â€Å"___.† * X agrees when she writes, â€Å"______________.† * X complicates matters further when she writes, â€Å"______.†

KFC Swot

KFC SWOT analysis The Kentucky Fried Chicken mission statement The Kentucky Fred Chicken mission statement is â€Å"To sell fast food in a fast, friendly environment that appeals to pride conscious, health minded consumers† vision statement : â€Å"†To be the leading integrated food services group† so the world ‘s best tasting starts with the fresh ingredients , the chicken farms &how they raised up †¦ let’s start analyzing the portofolioes: **According to the BCG –matrix: Stars | Cash cows|Xtreme meals,individual meals| Family meals ,sandwiches & coleslaw| Dogs| Question marks| Nuggets, green salads| Desserts , crispy strips, rizo | They should analyze the question marks and the dogs & turn them into stars or cash cows may be investing offers. (N. B:R&D has to work more on their products) Market segmentation & targetting : They classified the market into 3 distinctive markets: a. Individual meals : targetting teenagers , youth & mid-age g roups b. Related article: KFC MacroKids meals: targetting the children by offering them toys & enhancing the play room in their restaurants c. Family meals : for families ranging from 4-6 persons Swot analysis: Strenghts : Customers needed some snacks so , they were the first to introduce what’s called a â€Å"SNACK BOX† which consists of 2 pieces of chicken .. in addition to the cheap price they offer. Weakness: Lack of introducing new items or investing in the old menu †¦.R&D department has to be more focused †¦.. Opportunities: KFC had the opportunity to be reachable world wide in addition to the americana logo which is percieved as a 100% quality offered . KFC has positioned itself as the â€Å"finger lickin good â€Å" brand which is characterized by its special taste formula . Threats : KFC started to fear competitors like Mc donald’s who nowadays offer more healthier food which make customers more focused on more healthier food rather than fried chicken .

Perceived Aspects Required in an Ideal System of Education

An ideal system of education requires distinct characteristics. Our education system today is not quite perfect. All education institutions share a common goal. The goal is for all the students to gain knowledge that they didn't have before in order to compete in the real world. Morowitz wrote that many people believe â€Å"education is a method of transferring knowledge from master to pupil. The majority of people believe this is â€Å"obtaining education. † There is more to the concept that â€Å"students are depositories† and the â€Å"teachers are the depositor. ( Paule Friere ) The success of the students are directly connected to the environment he is surrounded. A perfect education system has to start with a comfortable environment. The teacher also has to be knowledgeable and not believe in the myth that â€Å"teachers justifies their own existence through their students ignorance absolute. â€Å"(Paule Friere) A perfect institution of education should be able to accommodate cultural change, diversity, have a strict curriculum with alternative teaching strategies, and promotes interaction among their peers. In 1998, a television program called â€Å"60 Minutes†, aired a special investigation of the United States educational system when compared to the educational system of China and Germany. The results of this investigation surprised many citizens of the U. S. , including myself. According to 60 minutes, the United States system of education is failing tremendously when compared to other to Germany and China. They found a direct connection between the failure of U. S. students and the teaching methods the U. S. imposes on them. Also, the success of the student†s of China and Germany shared a similar philosophy. China and Germany greatly promotes â€Å"interaction† between the students at a very young age. In America, the students are more interested in individual success. American students learn to become a distinct â€Å"individual†. These students†s believe that this â€Å"individuality† is what defines them. Everyone is constantly competing against one another, trying to create an identity for themselves. A junior in high school may think that working at â€Å"Mcdonald†s† makes him a â€Å"MAN†; while in China and Germany, their students are probably training for a better job in the future. Very few American students are being introduced to â€Å"group work† and the concept of â€Å"interaction† among their classmates. They don†t realize the strong bonding that occurs when people share and discuss ideas because the United States doesn†t realize it either. Inversely, in Germany and China, the concept of group work is greatly stressed. They believe it leads to a much greater benefit. As 60 minutes investigated, they found out that students in Germany and China have higher test scores than American students, there are less crimes, and the percentage of unemployment is extremely small. These students learn at a very young age to get along with one another, to share ideas, and to resolve their conflicts in a non-violent fashion. The broader view of Germany and China is that interaction among students at an early age, promotes a more civil society in the picture. While America is more interested in individuality, China and Germany are investing in the future with the concept of â€Å"group work†. China and Germany†s outlook on the future with the promotion of â€Å"teamwork† is why their educational system is so successful when compared to America†s educational system. In a perfect educational system, interaction among students will greatly be encouraged. Teachers are a very important element in successfully transferring knowledge from the teacher to the pupil. In this institution, teachers are not allowed to believe that they are superior to the students. When this occurs, and the inequality sets in, the student will be hesitant to ask questions about subjects they don't understand. When a student does this, he is unintentionally hurting himself. He will not have gain and understand the true meaning of what is being taught by the teacher because he is more focused on the educational gap between the student and teacher. The student needs to able to question everything that is being taught. By using the Socratic method, students will understand topics rather than believing what other people are saying. There needs to be a respectful relationship between the student and teacher. The student respects the teacher and the teacher respects the student equally. This relationship between student and teacher is very important journey of obtaining knowledge. There should be no other kinds of relationship. The only acceptable form is through the connection that they both share as being teacher and being student. Next, the teacher need to responsible for the materials they are covering. They need to be fluent or else the student will have doubts about the material and ultimately the teacher. The more secure the teacher is with his material the more the student will trust the material and the teacher. If a teacher is not confident and prepared, there will be doubts that will be raised in the minds of the student. More importantly, the teacher will need to care about the student and guide them towards their goal. In â€Å"A Cub-Pilot†s Experience,† by Mark Twain, Mr. Bixby, the instructor is determined to teach Twain how to pilot a steamboat through the river. Bixby does not use force but instead lets Twain gradually realize that he is learning. All Bixby does is guide Twain but he lets Twain makes his own mistakes and learn from it. Like Bixby, all teachers need to know when to step aside so that the student can make progress and help the student up when he fails. The most beneficial qualities of an excellent teacher are the ability to care for the student and the encouragement teachers provide for the students. Teachers are just an extension of parents; caring and encouragement are two characteristics of parents. The next important element in a perfect educational institution, is the curriculum. There needs to be a flexible curriculum that accommodates all the different intellectual abilities of all the students. Not all the students will have the same learning capabilities. Some students may have a learning disability and others may be genuinely intelligent. The curriculum is strict but still is flexible enough to accommodate each individual student. The actual courses need to be comprehensive. The subjects being studied needs to be updated constantly by the teachers. A perfect institution will have all area of studies accessible to the students. Any particular major or subject will be left to the students to decide. When they do decide what they want to study, there will be the necessary courses to cover that major. In order for a student to pass a course, he needs to be able to teach the information he learned in that course. This teaching method is very important. If a student is able to teach something then that student truly understands it. This method of testing the knowledge of the student should be the final examination for every course. This method is more valid than the constant â€Å"question and answer† method being used today, which promotes temporarily memorization. The next ingredient in a perfect institution is the actual environment itself. Many people are influenced by their surrounding. An intellectual community needs to look like an intellectual community. It will be located in an area, which is safe. The students need to feel comfortable. A comfortable learning environment leads to the success of the students. There should be no distractions that will keep the student from learning. In addition, the institution needs to be culturally diverse. All different nationalities will be accepted. There will no forms of discrimination. An Asian person is equal in every respect to Caucasian. On the basis of acceptance to this institution, a student†s character and ambition are the most important qualities. Grades will not be extremely important as it is now. With all of these characteristics, the student†s should be able to concentrate on obtaining their education. Though the task of creating and maintaining a perfect institution is a difficult task, it can be created. People need to come together with this structure and guideline in mind. The educated ones need to continue to educate others. In Plato†s â€Å"Allegory of the Cave,† Plato wrote that people who see the light and understand the true meaning of something, do not want to associate themselves with the uneducated ones. This will not happen in a perfect institution. Plato also wrote, â€Å"A well governed city becomes a possibility only if you can discover a better way of life for your future rulers than holding office. † (page 83) This realization is extremely important to future students. Educated people need to think of the future and society as a whole. They need to help educate others, just as others, educated them. If all of these characteristics are met in an institution, then that institution can be labeled, â€Å"perfect. â€Å"

Burmas Stateless Minority under the Tip of Globalizations Spear Essay

Bangladesh and Burma, two of Asia’s poorest nations, displaced and stateless people of rohingya suffer in silence at the hands of the military government in Burma’s Orwellian new capital of Naypyidaw, Bangladesh caretakers are being less sympathetic to them. People of rohingya are being crashed to death . there are children starving in the darkness of dawn in these Asian century. India and China are interested in resuscitating decrepit colonial era ports and WWII era transport routes in their weak states in the name of securing resources for their respective domestic economic progress. Discussion Complex patterns of today’s transnational human exodus across political and cultural boundaries examples of massive underground movement Rohingya are people they are never heard of they live in a place no one could never want to live they inhabit a violent landscape of crisis completely devoid of human rights. Women and children struggle to get clean water and food but after a long struggle and suffering they end up getting a pool of muddy stagnant water. They have no choice but to drink the dirty staff. There have been a lot of plight of human migration portrayed in the media now days known as â€Å"South to North†. Some of the odds that come to our minds are for example Cameroonians traversing thousands of miles up the African continent to look for work in a Parisian suburb and Guatemalans passing themselves off as Mexicans trying to enter California’s vast produce engine. Many parts of the world now days suffer a problem of lack of basic needs such as food, water, clothing and shelter. These has been as a result natural calamities such as floods, earth quark, land slides etc Political interest has also contributed to some extend. Complex patterns of today’s transnational human exodus are examples of underground movements referred to as â€Å"South to South† migration in think tank parlance. There has been a lot of genocide in the current would and oppressions of human rights. In ten years of travel and reportage of civilization’s fraying and violent crossroads, there have been witnesses of an array of struggles of people burning in the smoldering embers of post-World War II decolonization and the last great upheavals of the post-Berlin Wall paradigm shift. The far south of Bangladesh the situation there is dire and people live in a desperate situation. Desperate Iraqis refugees live in dark coastal hotels in Syria. Rohingya a minority group from western Burma are Muslims but are not welcomed, since Burma’s independence from the British Crown in 1948, they have been persecuted over the last six decade by the central government in several violent fits, and this all dispute came as a result of junta not recognizing Rohingya being the real citizens of Burma. and being Muslims therefore justify ethnic cleansing and forcing them out of their farms and off their villages in Rakhine. Rohingya therefore sought refuge in Bangladesh as refugees but they were not welcomed they were referred as â€Å"illegal economic migrants†. The darfurist have at least their leader but the minority Rohingya has none. Conclusion The world leaders have to come to understanding that because of their political differences the innocent children and women are suffering under their own hands.Genocide is not the solution to political differences. References 1. Derek Flood: From South to South: Burma’s Stateless Minority Under .. www. huffingtonpost. com/derek-flood/from-south-to-south-burma_b_98865. html – 81k – Cached – Similar pages 2. Derek Flood: From South to South: Burma’s Stateless Minority Under †¦ Derek_Flood_From_South_to_South_Burma_s_Stateless_Minority_Under_the_Tip_of†¦ – 25k – Cached – Similar pages

Ethan Frome Essay

Would you take a risk that would change the rest of your life for temporary feelings? If one took the risk and chose to, the effects of it could be everlasting. In the novel Ethan Frome written by Edith Wharton and the poem â€Å"When we two parted† by Lord Bryon the main characters are faced with the consequences of acting on their wrongful feelings. Sometimes people are faced with the issue of trying to hide the love they truly feel in order to keep the peace that is needed. In the novel Ethan Frome written by Edith Wharton, the main character Ethan is faced with the huge issue of catching feelings for another woman, other than his wife. This causes a huge conflict not only within himself, but also with the other people that are involved as well. It gets to the point where both Ethan and Mattie don’t think they could ever be happy if they were not together forever. Ethan once said â€Å"What’s the good of either of us going anywhere without the other one now. † They know it’s not likely for them to be, so Ethan comes up with the plan to commit suicide. If Ethan had to think of such a dark idea he most definitely has to be depressed. Being in love should never bring along thoughts and ideas like those. If Ethan did not have such feelings for Mattie none of this could have happened. He just had to have Mattie though and get rid of his wife because he could not stand it anymore. Society won’t let these two be together because Ethan is a married man. Ethan should know better than to start liking his wife’s cousin. You could call Ethan selfish, one could also argue that you can’t control who you fall for. Symbolism is a plays a big role in the story. One symbol is the last sled ride. Normally a person can control the sleigh, but in the case Ethan just lost all control and didn’t even try to take control of the situation. Just like the love triangle with him, Zeena and Mattie. It shows that he couldn’t escape the issue. He lets society and other burdens make decisions for him. unfortunately in the case because of feelings there was a life lost due to the fact of the secret affair that should never have went on. The poem â€Å"When we two parted,† by Lord Byron, portrays ones feelings when they are filled with such emotions of love and confusion. The person in the poem is dealing with the reality of having a relationship that is very toxic. In line 25 they say, â€Å"In secret we met, in silence I grieve. † From this line the reader can really feel the strong emotions that are spoken with these words. Even though he got the satisfaction of seeing the person for a small amount of time they still have to deal with the feelings after. It’s even harder because now the person can’t even talk about it because no one is supposed to know. Now they have to keep it bottled up inside for a long time, which is never good. A specific literary element that ties in very well with this poem is mood. The author made the overall mood to come across as very depressing and dark. In line three they use the words like â€Å"half broken-hearted,† and in line thirteen â€Å"broken. † By using these words it really sets the mood for the whole poem. In the poem there is more harm showing then actual good and love because of this relationship. This person is not getting what they need in a healthy relationship. When one knows from the start they are not suppose to have feelings for a particular person it leads to nothing but heartbreak. In the novel Ethan Frome by Edith Wharton and the poem â€Å"When We Two Parted,† by Lord Bryon these characters chose their own fate due to their feelings. The authors of these two works of literature felt so strong about this idea because they know how many people could relate to this very personal issue.

Understanding the Value of Creativity in Advertising

Understanding the value of Creativity in Advertising Creativity is thinking new things. Innovation is doing new things. † (Theodore Levitt) In today’s media landscape where it’s very difficult to shape consumers attitude and intentions and move them to next level of buying process, advertisers find it even more difficult and challenging to break through the clutter of competing advertisement. The advertising industry has experienced dynamic changes over the last several decades.The changes have been good in terms of Technology advancement, Medium and more methods to attract consumers and on Creativity. This study represents how creativity impacted advertising and understanding the value of creativity in advertising through the Review of various literatures. The importance of creativity factor in advertising has got wide recognition by many researchers, practitioner, but there is a miss of true & systematic research to define advertising creativity and how it relat es to ad effectiveness.The review study discusses some campaigns that have left their strong impression on consumers. The presented review study tries to come up with some evidence of creativity by reviewing expert views, past literature in advertising and marketing. The study discusses different forum on how creativity works, and what makes an ad to travel good or poorly. It summarized the value of creativity in advertising through Expert interviews, published material and related secondary data to understand the logic. Methodology: This study used a review study method to analyze the secondary data & observations.David Ogilvy once quoted that â€Å"If it doesn't sell, it isn't creative. † In this review study researcher  has analyzed secondary data through the series of interview, expert comments, and live cases of various literatures and through live observations to understand the value of creativity in advertising. The review paper includes a various article, discussion and market insight from the leading marketers, creative director insights about how this promising form of advertising is constantly evolving. INTRODUCTION AND BACKGROUND: Creativity is seeing something new when you look at something old; it is all heart of civilization and is the driving force of revolution†-David Ogilvy It is an accepted fact that there should be an element of creativity in an advertisement. This creativity is something new, unique, extreme attractive and appealing to the consumers. In fact, advertising itself is a creative process. It is the outcome of long term planning and hard work on the part of the copy writer & creative director who prepares & shapes the final copy of advertisement. http://www. baclubindia. com /forum/files/37_37_creativity_in_advertising_project_report. doc In today’s media landscape advertisers find it even more challenging to break through the clutter of competing ads in order to shape consumers attitudes and intentions. A good alternative strategy to greater advertising spending may be more creative advertising. Understanding the fact that creative ideas do not come over night they are required to be developed through systematic thinking. Breakthrough ideas might appear to be instant or impulsive, but they are not.They are based on sound strategy, outstanding visuals and copy, and the correct application of timing and media. The art is in ensuring that all elements of communication work together so that the end result is more powerful and effective. http://crackminds. com/? p=221 There are much bold evidences that significant changes faced by this industry. Some of these changes are good: big ideas, innovative partnerships, & interesting new work, that show what advertising can do for brands.Advertising allows you to communicate a salient message to a large group of consumers faster than any other form of communication. It allows you to truly connect with your consumer; it gives you an opportunity to develop an ongoing relationship between the consumer and a brand. At its best, advertising will create a sense of urgency for the consumer, honest awareness and accurate that there are products, places, styles or sensibilities that cry out for attention or action.To do that there are various styles of advertising, a soft sell or a hard sell, a subtle approach or a blatant approach, an informative style, humor or a modern and edgy one. Style will always change: with the product or service you are selling; with the timing of the message and with the medium you are using. But important aspect is how you can engage your consumers to watch that Creative challenge you took with the blend of style.The important thing is finding the right balance between defining a good creative message and execution. The true craft is in identifying ways to interest consumers in what is being offered at the same time justifiable creativity. A creative strategy can put you on the right course, but in a wor ld filled with distractions and clutter you must develop communications that capture consumer attention and interest. The key is delivering the selling point in an interesting, single-minded, non-contrived manner.Some advertising sells brands. Great advertising also builds them. Advertising might, at times, trod on the fine line between creativity and ethical considerations. Creativity makes advertisement popular among the consumers and motivates them to purchase advertisement specific product. The advertising message is received well by the target audience for follow-up action. LEARNING FROM PAST: SOME HERITAGE BRANDS AND RECALL VALUE In India there are some brands who have acquired distinct space in consumer mindset.These brands played very important role in initial marketing era, and managed to become an unforgettable brand for Indian households. These brands have endured the test of time. Colgate Toothpaste, Vimal, Pear's soap, Mysore Sandal Soap, Woodward's Gripe Water, Dabur, Amrutanjan balm, Vicco, Pond’s, Surf, Amul and Prestige Pressure Cooker are symbols of heritage brands of India. Some of these brands are represent the Indian culture. Sometimes the brand relies heavily on product and price features, rather than advertising creativity.The recalled values of some of these heritage brands are higher than today’s brands, the Colgate’s Surkasha chakra, Vicco’s jingle â€Å"Vicco turmeric nahi cosmetic† Advice of lalita ji for Surf,† Surf ki khariddari mai hi samjhdari hai†, Bajaj with it all time hit tagline ‘Hamara Bajaj’, or it be Lux with tagline â€Å"filmi sitaron ka saundarya sabun†, & Dalda-vanaspati was a impressive success and ruled the perch during its time, the unforgettable Liril campaign, the ad was all about waterfalls, abundant water and the girl splashing about in total abandon singing â€Å"la la la la laaa†.The ad was major success & very much appreciated, at the same time it became the highest selling premium toilet soap in a period of two years. Basically Most of the Heritage brands appeal to many age groups, probably the product /brands is what used by one generation, had been used by the previous generation and is used presently by the current generation. Understanding the success mantra behind these heritage brands can be tough but there are strong evidence stating towards their advertising appeal.The uniqueness of the campaign leads towards the high recalling. The frequency of television commercial was less and during that era there wasn’t much competition and managed with only National TV channel, â€Å"Doordarshan† these brands made their presence heavily on consumers, whereas Today’s as a competitive market emerged in various categories i. e. soaps, shampoos, TV’s fridge, Air conditioner and computers so did the media options to reach more people. THE CAMPAIGNS: HOW CREATIVITY WORKS?The current scenarios focuses that advertising has altered in many ways, now advertising become more and more creative, and getting real. Creativity increases the brand value. There is enough evidence that value for a brand will be formed through creativity. With Pointing on India’s phenomenal growth, it has become even more important for ad agencies and their clients to gear up together to meet challenges that come with such expansion. Creative ideas have no boundaries, Ideas can strike anytime.A successful & great creative idea can give brands the required thrust to explore new heights. It is very important that with creativity involved in advertising it should not forget its basic agenda –of informing, convincing, and selling. Creative advertising needs to intelligent, sharp, imaginative to the point and extremely catchy. It must motive people to purchase advertisement product. The message and appeal made should be able to make positive impact on the consumers. The creativity develops n ew useful ideas which further fulfill the desired requirement.Creativity should focus the attention of the customer on the product and he must feel the urge to have that product for same benefit. This suggests that creative advertising should be able to create demand for the product when it is introduced for the first time. Some of the distinct creative ads impacted hard. VODAFONE’S Creation â€Å"The Zoozoo†: After successfully rebranding â€Å"Hutch to Vodafone† Vodafone Essar Limited, the India-based subsidiary of the global mobile network operator, Vodafone started expanding its presence in pan India.The new avatar of Vodafone is â€Å"Zoozoo† has created a new dimension of creativity. The Zoozoos advertising campaign highlighted the different value added service (VAS) offered by the company. This creative aspect got huge appreciation from the customer and they say you simply Love them and you just can’t ignore them. The Zoozoos were everywhere . The creative ad series of 30 TVCs, were Created by Ogilvy & Mather for IPL Season 2. The Zoozoos Coffee Mugs and T-shirts became instant hit in the market.Prior to this what Vodafone did to show the transition from Hutch to Vodafone, ad agency O&M launched a rather direct, thematic ad showing the trademark pug in a garden, moving out of a pink colored kennel symbolizing Hutch, and making his way into a red one (the Vodafone color). A more energetic, chirpier version of the ‘You and I’ tune associated with Hutch, plays towards the end, as the super concludes, ‘Change is good. Hutch is now Vodafone’. Public Awareness: A simple public awareness TVC shows a man manipulating a remote control toy car in an office set up.He receives a call and tries to answer it with continuing to manipulate the controls of the car. The car crashes. The message is clear and gets across with no extra layers. Driving while talking on a mobile can cause accidents. ‘IDEAâ€⠄¢ Cellular: The ideas of Idea cellular campaign were worked really well. It has been an interesting and almost ‘off the track’ ride for the brand belonging to the Aditya Birla Group. This cellular service used its brand name â€Å"idea† and real social issues to successfully showcasing its message in the consumer’s mind.The campaign shows ugly reality in the social and political arena in India, it’s very unique and different combination of creative aspect, â€Å"What an Idea sir ji† campaigns raised issues related to Caste wars, Education for all, Democracy, health Campaign, ‘walk and talk’. The creativity of ideas worked well, while the team is well aware that most of the solutions it propagates in its ads may seem improbable, but at least it makes people think. The job is done if consumer also starts saying â€Å"what an Idea, Sirji!! There are many creative ads which made a direct entry into customer mind.Camlin’s Per manent Marker made a distinct effect on the consumer it leaves Lowe Lintas, devised a cool concept for the brand to advertise the product. This time this is OOH advertising, the simple but eye-catching hoarding, with the three cut-out men having mechanically-backed moving limbs, trying to wipe off the words written in bright red, also displays the product – the permanent marker. The category of permanent markers are a very low involvement, in such scenario also ad agency had done clutter breaking, and at the same time, something that brings out the essage clearly – here the message being ‘permanent'. † WHAT MAKES ADS TRAVEL GOOD OR BAD; A REALITY CHECK There are numerous factors play roles in determining whether advertisement travel well or poorly. Marketers need to test multiple markets to get a full understanding of an ad’s likely effectiveness, but it becomes equally imperative to understand what it takes to beat the odds and create a truly Creati ve Advertising. The combination of creativity and the characteristics of ads that travelled well are, Children, Celebrities, Music, Humor and Emotions.In India presence of Celebrities makes a big difference and this can work across markets. True to the phenomena that the famous celebrity can contribute to an ad travelling well but the ultimately success comes down to the power of good copy. Humor, this word will now be associated with advertising for a long time to come. Humor can work greatly well, probably because it was cracked not long ago by the advertising fraternity, Or probably because the otherwise fretting Indian audience feels largely pepped up with humor in ads, and therefore, there are more chances of an ad acquiring mind space.Whatever be it, it's a formula which now everybody is trying hands on. Some ads are surely worth the effort. Particularly when it comes from visual and music, the examples can be ‘Happydent white’, and the great ‘Amul butterâ⠂¬â„¢ print series with â€Å"Amul girl† , ‘Fevicol’ ads, ‘Mentos’ , Vodafone ad Children in the ads can certainly help to travel well it is not simply the cuteness that adds to creative portability, but rather the child’s unique perspective and reaction to an event within the ads.An excellent example is â€Å"Dirt is Good or ‘Daag Achche Hai'† ad for Surf Excel, in which a brother â€Å"fights† the mud his sister fell into. And the recent on which shows a little boy pretending to be a dog in order to make his teacher, who has just lost her dog, smile. Of course, in the process his white uniform gets mud spattered and totally worthy of a Surf Excel wash. This one from Lowe Lintas tugs the heart strings. This campaign sticks to its ‘Daag Achche Hai' premise.Bank of India showing kid with piggy bank is yet another creative scoop. At the same time advertising that generates an emotional response also has its own benefit, like it can help generate engagement and memorability and it can help the emotions transfer to the brand shaping the brand perception. Dove’s real beauty campaign is perfect example. CREATIVE ADVERTISING: IS THERE A STRONG NEED: Most brands in the same category deliver more or less the same functional benefits and answer the same needs of the consumers.With so many products on the market having the same function, the only way to position a product, service, or company differently from anything else in the same category is through creative development in advertising. Today traditional advertising is losing its sheen. The biggest problem with traditional media is that consumers today have lots of choice for ad avoidance. The fragmentation is very high and there is very less scope of customized message for all. The Indian consumer has changed if we focus on this issue there is a lot more on the menu to choose from.Now the message unlike the past is no longer a one way process. But public opinion is far more mobilized, they have immediate platform for expression. The expert believes that the creativity in advertising could never exist in isolation without a context. The success of final product completely depends on empathy and the relevance of message it intends to deliver. The trigger for ideas and insights must necessarily come from the environment. The new millennium is just decade old, advertising, which is about creating demand, also has undergone a complete transformation.Many things have changed and many things have stayed exactly the same in this industry. The media agencies have witnessed the tremendous growth in skills set. If one critically analyze, â€Å"advertising reflects the mood of the times. The simplistic inform-persuade-sell mode worked beautifully for a long time but once communication became sophisticated, technology entered, there was a paradigm shift. Multi-tasking became the order the day. It is not uncommon to see today’s kids on the mobile while hitting the net, right?So in this age of Youtube, Twitter and Facebook, advertising content has to keep pace. It can’t be as direct, naive and simplistic as it once was. The new-age consumer would dismiss it, straightaway. † For hard-core information and details about products and services that are in the hi-ticket category, the internet provides it all; one doesn’t have to completely depend on advertising. So the job of advertising today is to primarily push the brand in an endearing fashion that triggers the recall factor, and examples discussed indicates that ‘creativity’ stored better recall value.Unlike other businesses, advertising is ultimately a people's business. Thus creative advertising that sells is the results of three ingredients: people, information, and environment. If you create the appropriate environment for creative people with right information, they can create great advertising. To make the right enviro nment, Ad people must bond together as a ‘team' not as individual. Therefore, creative advertising that actually sells is the result of ‘team work. ‘ This is one single most important characteristic of creativity in advertising business.Creativity resulting from ‘team work', effectiveness and communication, these are the key factors in successful advertising campaigns. The Ad agencies must strive for balance between them. How many TVCs of toothpastes, soaps, creams, shampoos, of different companies could were differentiated from one another? Examples are many, all toothpastes promises white teeth & fresh breath some shampoos promise Zero Hair Fall, another one promises Zero Dandruff and remaining guarantee strong, shine and strength.With creative ads they can certainly communicate it differently so as to create a distinct brand image in the minds of the consumer,† Consumers often remember and memorize the creative ads than the product; rarely any advert isement makes the product memorable. So understanding the various dimension of advertising creativity is important. To fully understand creativity, one would need to expose what factors are generally held to comprise it. Some dimensions are Novelty, Meaningfulness, Well Craftiness, Positivity, and Humor.