Brave New World (Style) :: essays research papers

Reading Between the Lines Huxley has a style where you can make complex ideas simple but it really makes the reader think. A dark satire would be a good way to describe the literary style. You can tell because one of England’s most notable places, Westminster Abbey is now merely the site of a nightclub the Westminster Abbey Cabaret. The narrator of the story stays right where the action is all the time and even gets inside the head of one of the characters at the beginning of the story. The voice of the characters living in the society seems to be pretty plain and pretty boring they really don’t have any differences throughout the entire story. The author manages to keep the readers attention even though almost all of the characters aren’t even under their own control. At one point in the story John and Mond two very important characters in the story are arguing and this conversation comes up, "But I like the inconveniences." "We don't," said the Controller. "We prefer to do things comfortably." "But I don't want comfort. I want God, I want poetry, I want real danger, I want freedom, I want goodness. I want sin". "In fact," said Mustapha Mond, "you're claiming the right to be unhappy." "All right then," said the Savage defiantly, "I'm clai- ming the right to be unhappy." "Not to mention the right to grow old and ugly and impo- tent; the right to have syphilis Baldwin 2 and cancer; the right to have too little to eat; the right to be lousy; the right to live in constant apprehension of what may happen tomorrow; the right to catch typhoid; the right to be torturded by unspeakable pains of every kind." There was a long silence." "I claim them all," said the Savage at last.

Philosophical Views Comparison Essay

The ancient Greek philosophers Socrates, Plato and Aristotle. Socrates believed in human learning and reasoning. He enforced humans to understand their limits to reason with themselves about their actions. Aristotle was born in third century B. C.. He believed in Purity of Soul achieved by our daily actions and habits. Plato’s main work is written in the form of dialogues with Socrates. However, his work with laws or rules does not involve Socrates or has a very small part of him given in them. Let us study different spheres of their work below. Methods of Acquiring Knowledge : Aristotle – His ways of acquiring knowledge involves both induction and deduction. Aristotle believed in the provision to reason alone with oneself. He gave much more emphasis and value to the knowledge gained by senses. He believed in knowledge gained by experiences as they put us in a dilemma to think about our situations and actions. Socrates – He has divided his education theory in five basic parts – I. Theory of Value – What is worth learning? What are the goals? II. Theory of Knowledge – What is the real meaning of Knowledge? How is it different from beliefs? III. Theory of Human Nature – What is a Human Being? How is it different from other species? What are his limits? IV. Theory of Learning – What is the meaning of learning? How are skills and knowledge acquired? V. Theory of Transmission – Who is to be taught? What is the curriculum going to be? Plato – He worked on a basic structure formation for acquiring knowledge. The first way is to acquire knowledge through senses and experiences. Then, the second is to reason the knowledge acquired by experiences. Then to acquire ‘true knowledge’ by reasoning to oneself in an ethical way. Aristotle, being a student of Plato gave much more value to the education gained though senses and experiences. While Socrates developed a learning theory to understand the basic structure of education and its importance. Important of Thinking – Aristotle believed in rationalizing our thoughts in an ethical way to learn to follow ethics in our daily lives in our habits. He pursed thinking and reasoning to acquire real knowledge based upon the metaphysical truths and laws. Socrates emphasized on understanding human behavior on the basis of their actions. He explained in his theories that we do not tend to do evil, if we are aware of its evil nature. He worked on understanding and directing his studies to help us reason our behavior with logical reasoning. Plato gave his theories in the form of dialogues explain the importance of logical thinking and reasoning to oneself. He gave various situations in his dialogues to explain how to logic and reason to ourselves alone to understand the higher truths. Existence – Aristotle believe in existence in terms of its essentiality. He believe of being a ’qua being’ or ’wisdom’ or ’theology. His Metaphysical conclusion over existence is for any identity to exist is directly related to its essentiality (Cohen, S. Marc. , 1978a. 31: 387-405). Socrates taught that this real subject world is neither to generate or decay. It is to be in existent as it has been. Plato defined existence in two different forms. One is what we can see in the form of its appearance, and the other form is what we cant see. Key Ideas of Aristotle – 1. Perfection is not an act, but a habit. According to Aristotle, we adopt our habits by doing the same act over and over again. If we are practicing bad habits, we will bring them in our life as habits and vica-versa. He said that it is important to practice what is right to create a habit of doing right in our lives. 2. Importance of Education. He was aware of changes that be brought by us in our lives by education. Hence, he used to tell others to spend time reading and learning about life and its rules. 3. Education Creates Wisdom in personality – Aristotle said that a layman hearing a concept for the first time would create an opinion of his own reasons with the concept itself, while an educated person would listen and work the concept in his mind first to understand its deeper meaning. Education makes a person wise enough to think more than to argue more over a concept or topic. 4. Thoughts Create Things – Even if we are not aware of the fact that our negative habits are also manifesting something in our lives, they do as we are thinking them over and over. Key Ideas of Socrates – 1. No one desires Evil as a primary desire. Socrates believed that evil is a force that becomes a desire due to several reasons. Its is important for a human being to renationalize his thoughts and desires to move towards good deeds only. 2. No one does wrong willingly – Socrates gave this idea describing that when people are involved in evil, they are not aware of it. They take their steps believing it is a part of life. At times, they are even proud of what they do even when it is evil. 3. All virtue is knowledge – Socrates was aware of the divine weight of education as well. Education is like a cure for the soul from suffering evil desires. He promoted education in people to understand the ‘right’ and ‘wrong’, as they are given in the universe, not to form their own beliefs. 4. Virtue is all that is required for true happiness – He believed in the purity of soul and education is the only way to keep our soul flawlessly pure. He taught that it is not necessary to discuss your thoughts with other people only. The real capability is to rationalize our own thoughts to conclude the righteous. Education can help the best in this rational practice. It is can purify our thoughts and give us the real and pure ideas to live. Key Ideas of Plato – 1. The Weak fights for Equality – Plato states in his philosophies that strong does not fight for his level in the society. He just asks for what he wants and achieves it, while a weak uses the Law to fight for equality. 2. No one willing does wrong – Plato focuses on the theory of saving our characters from the controllers of the society. 3. Education – He has also given deep philosophical notes over importance of education. He states that education is the way to be logical and rational in our actions. We will find similarities in their very basic philosophical beliefs, for example, Education is the most emphasized area of their philosophical teaching. Each of them has written about importance of education in one’s life and how it leads to pure happiness of soul. However, we will also find certain clear differences among their work. Plato was focused for laws and rules about society. While Aristotle devoted his life to understand human and to guide them towards righteous actions purification of soul. Socrates has given remarkable theories in understanding core human nature and reasons for their actions. References – Bostock, D. , 1994. Aristotle: Metaphysics Books ? and ?. Oxford: Clarendon Press. Cohen, S. Marc. , 1978a. â€Å"Essentialism in Aristotle. † Review of Metaphysics 31: 387-405.

Character Studies in the Ruby in the Smoke

In the novel Ruby in the Smoke, Phillip Pullman has created sleazy, nasty villains and wholesome, trustworthy, kind-hearted heroes and heroines. This character study looks at the behaviour of these important heroes and heroines in vital events in the novel. It also includes details about their appearance, personality and lifestyles. 1. Sally Lockhart Set in 1872, the Ruby in the Smoke involves sixteen year old Sally Lockhart. Sally is uncommonly pretty at the time; the quotation at the start of Chapter 1 shows us this: ‘She was slender and pale, and dressed in mourning, with a black bonnet under which she tucked in a straying twist of blonde hair that the wind had teased loose. She had unusually dark brown eyes for one so fair.' Sally Lockhart is a serious middle-class orphan whose late ‘father' taught her a variety of useful things; accounting, Hindustani, marksmanship, finance and shooting: ‘As a result, her knowledge of English literature, French, History, Art and Music was non-existent.' Sally's lack of insight in these quarters caused trouble with her guardian Mrs Rees and so her stay there ended. Sally Lockhart shows sensitivity throughout the novel: ‘What are you scowling for?' he said at one point †¦ ‘I wasn't scowling,' she said, sounding petulant and childish' Sally's sensitiveness also links in with her willingness to let Frederick Garland take charge, this quotation helps us visualise this: ‘She was in danger †¦, and was glad of his company.' This shows her lack of decisiveness and most of the novel portrays Sally in this fashion. Sally often seems to feel vulnerable in the novel; this quotation shows us this: ‘Sally nearly quailed †¦ and took a step backwards in fright' In the balance of the last three quotations Sally Lockhart can be seen as a weak, powerless and indecisive heroine but Sally's part in the novel has much more to it. Sally proves to be resourceful to the Garlands: ‘Wouldn't it be possible to tell a story in pictures?' Sally's thoughts bring in plenty of money and solidify her role as a strong business woman. During these parts or chapters in the novel, Sally gains significant authority, determination and control. Sally Lockhart shows fearlessness and determination at the end of the novel to defeat her enemy Mrs Holland: ‘The old woman plunged. She fell without a cry †¦ Mrs Holland was dead.' This victory symbolises her courage and quick-witted thinking she showed to react to Mrs Holland's actions and words. To summarise, Sally Lockhart is young, sensitive, and, at times, willing to let Frederick Garland take charge, however she is also a resourceful, fearless, determined, and an independent heroine. 2. Frederick Garland Another one of the important characters is Frederick Garland, a photographer with imagination. The quotation tells us about Frederick's appearance: ‘He looked an amiable young man.' Frederick is caught up in Sally's mystery, he proves to be trustworthy, helpful and decisive through out Pullman's novel. Criticisms of Frederick's character involve his poor organisation and planning. The following quotation shows us this: ‘†¦ Frederick Garland!† she stormed. â€Å"Those bills are have been waiting since Easter,† ‘ Frederick's organisation has cost him plenty of money through out the novel; he should show slightly elevated interest on his personal gain. Frederick's poor planning skill also links in with his dreadful business abilities; these weaknesses have affected many situations within Pullman's novel. Frederick's character possesses lots of effective strengths in this novel. One of them is his braveness as shown by the quotation: ‘But he's brave though.' This quality has come to Frederick's rescue plenty of times as well as this his braveness has also offered sufficient help to other characters (particularly Sally, Jim and Adelaide). Due to these acts, Frederick is known as a trustworthy character. In an earlier chapter, Frederick provided help to Sally. This short passage notifies this: ‘ â€Å"In the tent,† he said' Throughout the Ruby in the Smoke, Frederick has been helpful and kind. This point also links in with his ability to think and to stay calm even when under pressure. However, his more brilliant qualities are shown towards the end of the novel when he is portrayed as a ‘life saver'. This is proved by this quotation showing Mr Berry's surprise at Frederick's determination: ‘ â€Å"How?† said Mr Berry. †¦. â€Å"I thought I sorted you out.† ‘ During this chapter, Frederick showed his selfless abilities to save the lives of Jim and Adelaide. To conclude Frederick Garland is a helpful, brave, decisive and a trustworthy character. 3. Mrs Holland The villain of Pullman's novel is the mean and manipulative Mrs Holland. Her appearance is described by this quotation: ‘She was a wizened old woman with sunken cheeks, pinched lips, and glittering eyes.' It is obvious from the earlier chapter that Mrs Holland possesses villainous qualities. One of them is her cruel and cunning thinking: ‘So I think she'd better have an accident†¦ One look at the paper tomorrow and you'll do whatever I want.' This shows that Mrs Holland has no conscience to threaten and blackmail, she is only interested in her personal gain. However, Mrs Holland is dexterous at her trade, she proves that she is manipulative. We can also sense that Mrs Holland is disliked by others: ‘ â€Å"You spider. You calculating old bitch.† ‘ Mrs Holland has earned herself plenty of enemies. In contrast to the selfless and caring heroes, she proves to be greedy and unkind to others throughout the novel. Heartless is an excellent description Mrs Holland's character, this is proved by the following quotation: ‘It's the girl †¦ I'll have her and I'll tear her open, I will †¦ and I'll have her life.' Mrs Holland is cold hearted, she wishes evil to others and she makes it clear that nothing will stop her from achieving her ambitions. Particularly towards the latter stages Mrs Holland overreacts: ‘She thrust Sally aside and scrambled up on to the parapet. She tottered wildly †¦' Mrs Holland is unable to remain calm. However, her knowledge of her surroundings was excellent: ‘She will find me and drag me out †¦ She knows everythink. Everythink and everyone.' ‘ â€Å"Sorry, ma'am,† †¦ feeling ashamed of himself and not knowing why.' Mrs Holland shows her authority over others. She has the ability to frighten people and make them work for her in a high standard. In a nutshell, Mrs Holland is a mean, heartless, greedy villain with authority and planning abilities. 4. Jim Taylor Jim Taylor, the cheap office boy, emerges as one of the principal heroes to help take up Sally's quest. Jim's looks is visualised by this description: ‘†¦ His jacket was torn in three places, his collar had come adrift from the shirt, and his hair looked as if it had been used in an experiment with the powers of electricity.' Jim shows great affection towards Sally in this novel: ‘It was Jim †¦ he worships you.' Jim's like of Sally gets him into this quest and in deep trouble. However, he has showed determination and bravery in these situations. The following quotation shows this: ‘He nearly fainted †¦ and then he lowered his head and charged.' Jim's heroic acts in the latter chapters offered help to Frederick and Adelaide in difficult circumstances. He puts others first. Jim also stayed calm and thought freely under pressure. Like Frederick Garland, he shows no interest in personal gain, this links in to the previous points. All through the Ruby in the Smoke, Jim is inquisitive: ‘That's him †¦ that's the bloke what killed Selby.' Jim is a hard questioning thinker; he looks deep into happenings. Jim's resourcefulness is justified after he found the Ruby. After finding this expensive and enchanting object, Jim showed excellent self control and selflessness not to misuse the Ruby. However, in some parts of the Ruby in the Smoke, Jim is a rowdy: ‘Jim looked up and released a jet of language that might have blistered a battle ship.' Jim doesn't always posses ‘gentlemanly' qualities. Despite this, his heart is dedicated to the ‘good' and helpful. At the start of the climax to the Ruby in the Smoke, Jim is betrayed by Paddy. This quotation shows us this: ‘ â€Å"Why?† †¦ â€Å"Money, mate,† was the reply. â€Å"Gotta live.† Despite his anger at Paddy, he kept his concentration and bravery, he somehow survived. In conclusion, Jim Taylor is a likeable, principal hero with bravery, determination and selflessness and at times a rowdy. 5. Trembler (Theophilus Molloy) Trembler, part of the workforce in the Garland's household, ends up to be one of the key characters in Sally's quest. His figure is described: ‘A little wizened man ran anxiously out †¦' Helpful is an excellent description of Trembler's character in the Ruby in the Smoke: ‘ â€Å"Could you light the match for me and hold it under the opium?† ‘ ‘ â€Å"Righto.† Particularly to Sally, Trembler provided excellent help through out the novel (buying her a pistol, helping her re – remember with opium). Trembler (along with Frederick Garland) is a dreadful business man: ‘ â€Å"You must press to have your bills paid on time. There is fifty six pounds seven shillings owing to you.† ‘ Before Sally arrived, the Garland household was unable to sort out their finances. This shows that Trembler, Frederick (and Rosa to an extent) are unorganised. Trembler is unpersuasive in the Ruby in the Smoke, this is proved by the ensuing quotation: ‘ â€Å"You tell him. I've tried but he won't listen to me.† ‘ Particularly in the earlier stages, Trembler lacks qualities needed in a business field. However, his bravery and loyalty is second to none: ‘The big man knocked him down †¦ the big bloke took a swing at him and flattened him.' Trembler's hard work and bravery were a key part of his character. His liking and friendliness towards Adelaide was huge: ‘ â€Å"Here's my lady love,† ‘ Trembler was an easy going character, he had an excellent knowledge of the surroundings. To consummate, Trembler was a helpful, faithful, unorganised and easy going character. 6. Adelaide Adelaide plays a key part towards the earlier and the latter stages of this novel. Her appearance is shown in the following quotation; ‘ †¦ a child whose only feature seemed to be, †¦, a pair of enormous dark eyes.' Adelaide is weak and uneducated. The following quotations help us visualise this idea: ‘Mr Berry was holding her around the neck with one hand †¦' ‘ †¦ and so should, by law, be in school.' Adelaide hasn't been a brave contributor to Sally's quest. However, she has been incredibly useful, in an earlier chapter she informed Jim (who in turn acquainted Sally) about Matthew Bedwell. This was of significant use. Adelaide's main characteristic is that she is scared of Mrs Holland. This quotation shows us this: ‘Only I mustn't tell Mrs Holland, else she will kill me.' Adelaide is troubled, she is being abused, bullied and frightened by Mrs Holland. Adelaide, unlike Frederick and Jim, lacks determination. This showed in a key part of the novel: ‘ â€Å"Get up here. We got to climb over the wall †¦Ã¢â‚¬  ‘ ‘ â€Å"I can't,† †¦ ‘ This undermined characteristic often caused trouble to other characters. Despite this their like and affection towards her is unhurt: ‘ † †¦ there's a good girl.' Adelaide returns this affection with respect, this quotation shows this: ‘ â€Å"Morning miss,† ‘ Adelaide is a kind and caring character, she is soft hearted. To recapitulate, Adelaide is weak, bullied and  undetermined but however she proves to be courteous and resourceful.

Analysing the economic relationship between households and firms

Analysing the economic relationship between households and firms The household is the basic unit of analysis in many social, microeconomic and government models. The term refers to all individuals who live in the same dwelling. In economics, a household is a person or a group of people living in the same residence. Household are owners of the factors of production which is includes land, labor, capital and entrepreneurship. Which are made available to firm that will pay factor incomes to the households. The firm will use the factors of production to produce output in the form of goods and services, which will purchase by the households. In buying the goods and services, households therefore incur expenditures. 2.0 Circular Flow between Firm and Households The circular flows between firms and household may therefore be represented by the following 4 flows: Flow of factor of production from household to firms Flow of incomes from firm to household Flow of output of goods and services from firm to households Flow of expenditures from household to fi rm These four flows are illustrated as appendix 1. Outer flow of incomes and expenditures are flow of money, whereas the inner flows of factors of production and outputs are flows of goods and services. According to Google 2011 the basic circular flow of income model consists of seven assumptions it include the economy consists of two households and firms sectors, households spend all of their income on goods and services or consumption. There is no saving and all output produced by firms is purchased by households through their expenditure, there is no financial, government, overseas sector. Last it is a closed economy with no exports or imports. Withdrawals occur when there are movements of funds out of the circular flow of income. 3.1 Saving (S) Households may not speed all the factors income received on current consumption, preferring to keep some for later deferred consumption. The first is the Financial Sector that consists of banks and non-bank intermediaries who engage in th e borrowing (savings from households) and lending of money. In terms of the circular flow of income model the withdrawals that financial institutions provide in the economy is the option for households to save their money. This is a withdrawal because the saved money cannot be spent in the economy and thus is an idle asset that means not all output will be purchased. 3.2 Taxation (T) The next sector introduced into the circular flow of income is the Government Sector that consists of the economic activities of local, state and federal governments. The withdrawal that the Government sector provides is through the collection of revenue through Taxes (T) that is provided by households and firms to the government. A tax is not a voluntary payment or donation, but an enforced contribution, exacted pursuant to legislative authority and is any contribution imposed by government. For example income tax is compulsory charge by the government to the people who is salary RM3000 and above for a month. 3.3 Import (M) Households may prefer to purchase goods and services from abroad instead of consuming domestically produced goods and services. In the circular flow of income model is the overseas sector which transforms the model from a closed economy to an open economy. The main withdrawal from this sector are imports (M), which represent spending by residents into the rest of the world. There are two basic types of import which is include industrial and consumer good, intermediate goods and service. For example we will import the apple for other country which is not suitable plant in our country.

I will tell you later Essay Example | Topics and Well Written Essays - 500 words

I will tell you later - Essay Example America demanded for a response after endorsing presence of authoritarian governments with the purpose of assuring stability. However, there was change in the 1970’s and 1980’s as famous movements that were demanding change became very frequent2. As these movements acquire much momentum, the United States was unable to ascertain political and economical stability, which was very necessary by then. In addition, in 1980, the foreign policy used by the US was amended to a democracy promotion. The global economy continued gaining more relevance, and it was during this moment that a new elite sprout on Capitalist strength3. This was in 1980 prior to the finish of Cold war. This was very significant because America it illustrates that America majored in globalization of political and economic features prior to the end of the bi-polar hegemonic system. On the other hand, Sen argues that Globalization does not entirely reflect westernization. According to Sen, globalization is neither new, nor westernized; however, the benefits are justifiable4. Therefore, these two authors points out that we should look at the perspectives of globalization in the sense that, it is something that has been existing and it is not about transformation5 . Based on the readings, Globalization involves sharing goods and services or rather continuity of goods, concepts and authority among many nations, which leads to dependence and interconnection. In this case, globalization becomes a positive factor for change. This is because of improved technology; also, the entire world in under control and it is also empowered through global transactions. I tend to believe that globalization becomes a negative aspect because, firstly, the diffusion of both the traditions and cultures. These factors are fading day in day out. However, this is a temporal way because

Ten Things I Hate About You Film Review Coursework

Ten Things I Hate About You Film Review - Coursework Example Although I am not much into teen movies and stumbled on this one due to entirely unforeseen circumstances, I was surprised to see a non-irritating teen movie. Kat (Julia Stiles future agent Parson in Bourne Identity) and Bianca (Larisa Oleynik) are sisters but despite their blood relation, their personalities are exact polar opposites. Bianca, the younger is one of those cheesy teenage girls in the college that are just too popular for their own good. On the other hand Kat (as in Shakespeare’s Kate), the older one, is one of those tomboyish girls in the college who are Emo enough to hate everything but still have a soft yet unseen desire in their hearts." Kat and Bianca's father, Walter (standup comedian Larry Miller), has a rule that in order to for Bianca to date someone her older sister Kat has to get a date first. As night of the prom party approaches Bianca finds herself being the object of affection of two boys, Joey Donner (Andrew Keegan) and a typically Hollywood style shy and kind guy ( a species that don’t really exist in real life) Cameron James (Joseph Gordon-Levitt – future Arthur in Inception!). As an unwilling duo (e.g. Pak and USA), Joey and Cameron select a prospective candidate for Kat: Patrick Verona (Heath Ledger future Joker in The Dark Knight), the local bad boy. They conjecture that (however unlikely it might seem) that of they could pay Patrick to hook up with Kat then one of them can then date Bianca.

Why businessman need to know about young people's buying behavior Essay

Why businessman need to know about young people's buying behavior - Essay Example The paper intended to trace the important trends shaping the buying behaviour of young people and the possible repercussions of ignoring these trends and their outcomes, by businessmen. It ought to be mentioned that collectively speaking, the researched sources agreed upon attributing people affiliated to the age group 15-30 years as being classified to be considered ‘young’. Approach To meet the objectives envisaged in the purpose statement of this paper, the research scholar resorted to an exhaustive study and analysis of the available academic and media sources to recognize the salient trends influencing the young consumers, an ignorance of which could have a detrimental impact on the modern businesses. The sources resorted to for research purposes included books, journals and print publications like news papers and magazines. The intentional approach was to correlate the varied facts in the research sources so as to identify the prominent trends having an impact on t he buying behaviour of the modern young consumers, and with which the contemporary businessmen need to be conversant with. In a theoretical context, this general review attempted to initiate a research and study into the factors influencing young buyers and their repercussions for the businesses aiming at targeting young customers. Findings. The research paper came to the conclusion that the buying behaviour of the modern youth is being shaped by multiple socio-economic trends. The businesses can immensely benefit by being cognizant of these trends and by responding to their impact on the young buyers. Limitations As this paper is based on the views and conclusions culled from varied academic and media sources, the conclusions drawn may tend to differ from the general views and opinions of the established authorities on the topic under consideration. Besides, since most of the sources referred to, belonged to varied time periods, the conclusions drawn may not represent the current and up to date opinions. Practical Implications This paper may prove informative and insightful to the businesses interested in attracting and influencing young buyers. Value This paper is unique in the sense that very few researchers have attempted to delineate the varied trends influencing the young consumers, and their implications for the businesses and corporations. Key Words: Young People, Consumption, Behaviour, Trends, Buying, E-Commerce 1.0 Introduction In a very conservative and traditional context, businessmen used to focus on the consumers lying between the age group 30 and 45. However, things have changed in the last two decades, in the sense that more and more young people are entering the markets as potential buyers (Michman et al., 2003). One simply cannot accept the fact that consumerism and the material aspects of life are confined merely to the older generation. Actually, the young people of today are much more in tandem with the varied aspects of consumerism and materialism. In this context, it has become imperative for the businessmen to understand and have a pragmatic insight into the buying behaviour of the young people, so that they can target their marketing strategies and business plans as per the needs and aspirations of this potent and influential consumer segment. It is a must for the busines smen to understand as to how the young consumers perceive and value their products and services. Realistically speaking, the more competition oriented and proactive businessmen are already in the process of narrowing down their focus on the young consumers. Yes, to a great extent, the young people of today are more receptive of and vulnerable to varied promotional and advertising approaches (O’Shaughnessy & O’