Literature review Research Paper Example | Topics and Well Written Essays - 1500 words

Literature review - Research Paper Example In this regard, he points out that today, solar power is used even in residential homes for the production of energy used for opening gates, lighting and heating. In addition, he also noted that some cars today are powered using solar energy. Watson also pointed out that solar power also has a lot of benefits. In this regard, he argues that the use o solar power helps in reducing cost since to reduce dependency on traditional sources of energy. Moreover, Watson (2012) pointed that solar energy is eco-friendly and is, therefore, a good move towards conserving the environment. Part 2: The origin, potential, and importance of solar energy. http://solarword.blogspot.com/2012/10/the-origin-potential-and-importance-of.html. In this article, Haluzan (2012) explores the origin, potential, and importance of solar energy. He argues that the sun’s radiation is one of the most important natural resource provided free and is limitless. Haluzan (2012) argues that without the sun, the plant where we live cannot support life. He reveal that projection by the International Energy Agency announced in 2011, showed that, with the invention of new technologies, the solar radiation will provide at least a third of energy by the year 2060 based on the fact the world is currently moving towards the use of renewable sources of energy of which solar is one of them. However, Haluzan (2012) is quick to point out that many countries have not yet embraced the adoption of energy from solar fully because the technologies used in solar lack the cost-parity with fossil fuel. Nevertheless, he also points out that many countries continue to adopt the use of solar technologies by installing solar panels on buildings for both domestic and industrial use. In addition to providing energy for domestic and industrial use, Haluzan (2012) also pointed out that the use of solar power will help reduce the amount of greenhouse emissions to the environment. This will help mitigate the impacts o climat e change and make the world a good place to live. Part number 3: The advantage and disadvantage of solar energy http://exploringgreentechnology.com/solar-energy/advantages-and-disadvantages-of-solar-energy/. In this article, Whitburn (2012) discusses the advantages and disadvantages of solar energy. The advantages in this case according to Whitbun (2012) include the fact that solar energy does not pollute the environment. This is because it does not produce greenhouse gases like fossil fuels. He also noted that this is the main resource behind the advocacy for solar under the green energy technology as countries attempt to mitigate the impacts of climate change caused by greenhouse emissions. Secondly, solar energy is natural and provide free. Further, it does not require expensive raw materials, as is the case with fossil fuel. Thirdly, Whitbun (2012) notes that the use of solar power is advantageous because it offers decentralization of power since it create self-reliance in socie ty. In addition, he points out that solar power, unlike other sources of energy can be produced on or off the grid (powersourcesolar.com, n.d). Other advantages pointed out by Whitbun (2012) include that fact that its production helps in job creation, as well as saving the ecosystem and people among others. However, Whitbun

Sports equipment Essay Example for Free

Sports equipment Essay In this paper I argue that the globalisation of sport by international sports corporations, the media and sporting celebrities have through advertising altered the sporting landscape by imparting predefined and specific cultural and social meanings to the sports consumer. Abstract: Highly successful professional sports teams attract heavyweight corporate sponsorship deals and wide ranging media coverage that further broadens their supporter base. The subsequent globalisation of sporting clubs allows sports marketers to target sports consumers through media advertising to convey commercial messages and specific cultural meanings. Particular attention is focused on Nike and Manchester United and the precise use of sports celebrities to promote and endorse sporting goods/apparel. The transfer of meaning from the constituted world and sports celebrity to consumer goods and then to the individual consumer is analysed and discussed. Moreover, the social importance and cultural identities given to the consumer by the iconic celebrity sports star constitutes an attractive culture the sports consumer wants to be in possession of. This paper further explores and discusses the role of corporations and their association with advertising in a commercial-cultural nexus and how they are able to sell a way of life to the sports fan. Additionally, the advertising techniques used by corporations to create iconic sports stars and global brands are discussed as to how this effects the consumer and the traditional sporting landscape. Essay: In a culture preoccupied world, people from all walks of life are obsessed with the celebrity. In particular, the celebrity sportsman and sportswoman are amongst the highest profile individuals. Collectively, we are captivated by sport stars’ lifestyles, love lives, earning power and skill. It is from these characteristics that people want to have some form of connection with the sporting celebrity. The globalisation of sport by international sports corporations, advertising corporations, the media and sporting celebrities have created an environment for sports advertising to  flourish as an industry that is intent to monopolise the market with sporting goods and apparel. The direct relationship between the way sports organisations market their goods and how people consume goods is often considered by many commentators to be symbolic sports branding that shapes the desires and actions of consumers. Holt contends that for advertising to work properly a ‘symbiotic relationship’ is essential between the ‘market prerogatives’ and the ‘cultural frameworks’ that consumers acquaint, understand and interact with market offerings (2002, p. 71). With the main focus of globalisation and increased industry profit, sports corporations seek to become ‘cultural engineers’ to organise how people think and feel through celebrity endorsed consumer sports goods (Holt 2002, p. 71). In this paper I argue that all-powerful sports corporations such as Nike and Manchester United use endorsements by sports celebrities with sophisticated advertising techniques. Their objective is to seduce and manipulate consumers into participating in the accumulation of commodities that oversees the indoctrination of culture, values and social identity. Whats more, I will further contend that through the globalisation of sport and the mass production of sports merchandise, sport corporations develop specific meanings and a set of techniques that rationalises consumer culture as a commodity. Also, I assert that sports advertising agencies exploit sports stars and their ‘aura of authenticity’ so that they themselves and their products become cultural icons. The resultant increased role for the sports star into advertising moves the sporting field boundaries that effectively alters the sporting landscape. I further contend that the imbued cultural meaning from sports corporations to the sports consumer by way of celebrity endorsements leads to new variants of sport being played. Nike’s three-a-side soccer competition is used as evidence to support my claim that sports corporations combined with celebrity advertising effectively alters the way some sports are played. Therefore, modifying the cultural sporting landscape. In the end, the rapidly increasing entity of sports globalisation relies on the sports celebrity to sell a way of life to sports fan/consumer via a commercial-cultural nexus. This not only transfers organisational meaning and culture to the consumer but also creates immense wealth for sports corporations, advertising agencies and the sports star. With the realisation of the power associated with television as an advertising medium, it quickly went beyond radio, newspaper and cinema to be the most influential medium of mass communication. The television has provided a round-table for the sporting consumer to develop intimate, visually informed relationships with sporting celebrities (Andrews Jackson, 2001). Considering Andrews Jackson’s common but insightful cliche, ‘the medium is the message’, the television has come to the fore front of advertising with identifiable sports celebrities encouraging the audience (sports consumer) to develop a ‘faux intimacy’ (2001, p. 3). Consequently, advertising on television and in most media forums has become celebrity saturated (Andrews Jackson, 2001). The fostering of sports celebrities as maintained by Andrews Jackson has made it possible for sports corporations to link the culture of the celebrity with consumer capitalism to take advantage of the dual roles occupied by celebrities as both products (commodities) and processes (celebrity endorsement) (2001, p. 4). In doing this, advertising agencies and sports corporations are able to exploit sports consumers. Andrews Jackson (2001) agree with McCracken (1989, 1986) to assert that the optimum goal of advertising agencies and sports corporations is to ensure that celebrities pass on and orchestrate the various facets of a predefined sports culture to foster a ‘highly visible celebrity identity’ that the consumer can recognise and identify with. In a sense, these sports agencies and corporations have carefully coordinated plans of cultural procedures. The growing media technology such as satellite television and the internet has further accelerated the globalisation of sport and with it the growth and expansion of sports corporations. The ever expanding sports corporations are desperate to associate their brands and products with the unique ‘aura of authenticity’ that is found within the celebrity sports star, so that their products are endowed and visualised as cultural icons. Today, global sports events are indelibly associated with wide media coverage that sees the iconic sports celebrity be portrayed as role models and in high regard (Smart, 2007). Importantly, Smart points out the desires and aspirations of consumers to be similar if not the same as their sporting celebrity icons and also claims that global sport is now increasing important to the promotion of commodity consumption (2007, p. 130). As shown, the contemporary landscape of advertising plays an important role in cultural practices and the process of globalisation of sport. As a result, contemporary social life is determined by advertising moreover, it is defined by it (Jackson Andrews, 2004). Additionally, Jackson Andrews (2004) assert that advertising is a key process that connects meaning and language to culture, thereby constituting social identities in specific contexts (2004, p. 7). The significance of celebrity endorsers can be found in their salaries. Jackson Andrews (2004) highlight that sports stars earn more from endorsements that they do from their sporting profession. Studies have documented and as pointed out by Andrews Jackson (2001), endorsing sports celebrities were present in 11 percent of television advertisements during 1995 that received more than US$1 billion dollars. Throughout the second half of the twentieth century the uncontrollable clandestine relationship between television and sport grew to irresistibly influence the meaning and understanding of sport culture that left the end product of sport being media-driven by celebrities for entertainment (Andrews Jackson 2001, p. 7). Today, sports are constructed, mediated, advertised and seen as contests between identifiable and recognisable individuals or teams of individuals (Andrews Jackson, 2001). Andrews Jackson maintain that sports fans that watch and experience sport develop an intimate attachment with these sporting individuals (2001, p. 7). Sports corporations and advertising agencies intentionally take advantage of this developed intimacy to transform sporting events and the sports celebrity into stories with characters consisting of heroes and villains (Andrews Jackson, 2001). Moreover, Andrews Jackson recognise that the constructed personalities of the heroes and villains are integral to sports advertising that create a purposeful contemporary sporting culture (2001, p.7). The sports celebrity occupies and possesses many complex roles such as elite athletes, entertainers, marketable commodities and role models within the global cultural economy (Andrews Jackson 2001, p. 9). In addition, sport has become a highly commercialised and a capitalist culture. The sporting celebrity as described by Andrews Jackson is a commodity of commercial culture that is forcibly imbued with large corporate values and culture thattries to initiate and intensify sports consumers desires, identification and cultural awareness/development (2001, p. 9). As such, the sporting celebrity has become highly ‘systematized’ with expanded institutional boundaries that effectively increases their sporting fields that allows them to operate as ‘cultural and economic agents’ (Andrews Jackson 2001, p. 7). Accordingly, altering the sports field, equates to altering the sporting landscape through advertising and endorsement of products by celebrities. In understanding the importance of celebrities in the midst of sports globalisation, Andrews Jackson assert that celebrities are significant public entities who are responsible for the formation of meaning and ideologies that offer contextually grounded maps for the sports consumer as they endeavour to gain their individualism and identity (2001, p. 1). What’s more, Andrews Jackson note Marshall’s 1997 insightful understanding of the celebrity to be a descriptor incorporating various forms of public individuality including, hero, leader, famous and star from which the celebrity exercises within popular culture (2001, p. 2). Whats more, the dynamism of the complex celebrity indicates that individual celebrities can and frequently do move back and forth between these individual states making them all the more marketable to endorse sporting goods (2001, p. 2). Accordingly, the role of the media to promote sports stars to the status of celebrity is crucial for sports corporations when deciding on particular celebrities to convey their cultural message to the consumer (Andrews Jackson, 2001). In looking at and analysing Michael Jordan as an athlete and a sports celebrity, his greatness is not only confined to the wooden confines of the basketball court. Considered by McDonald Andrews (2001) as the first truly marketable sport celebrity, Jordan has amassed unimaginable marketing conquests. Jordan’s endorsement of Nike sport shoes and apparel have seen him earn unmatchable capital accumulation, US$45 million in 1998 (more money than he received for playing basketball) (McDonald Andrews, 2001). McDonald Andrews further highlight that Nike made in excess in of US$3 billion from sales on the back of Jordan while Gatorade more than doubled its revenue in 1991 to make an impressive US$1. 5 billion (McDonald Andrews, 2001). It can be noted from these statistics that contemporary cultures are constructed by sporting corporations and advertising agencies that allow the personalities, lifestyles and sporting cultures of sports celebrities to encourage sports consumers to ‘be like mike’. Consequently, McDonald Andrews point out that Gatorade increased its market domination of the nutritional sports drink to an 80 percent share (2001, p. 1). As can be seen, sports celebrities have referent power that enables them to influence and develop sporting cultures in consumers. Advertising agencies and sports corporations view this as a valuable advantage to increase the sports cultural economy (McDonald Andrews, 2001). Pointed out by McDonald Andrews, Bob Dorfman from the advertising agency Foote passed comments to suggest that ‘Jordan is such a superhuman talent that everybody aspires to his level of performance†¦Everybody wants to be that good and have that much success’ (2001, p. p24). With Jordan’s amazing skills and talent the Jordan name produced an amazing amount of ‘Jordan Wannabes’ all wearing Jordan branded shoes and apparel (McDonald Andrews 2001, p.24). These ‘Jordan Wannabes’ could be seen playing street basketball trying to ‘be like Mike’ and slam dunk the basketball. This form of street basketball differed in rules and in the way it was played from the original indoor game. Essentially, the street rules basketball transformed the sporting landscape. Consequently, sports consumers with altered and newly developed cultures and values are playing the sport differently on different sporting fields with newly acquired sports apparel to effectively change the sporting landscape. The transference of values from Nike to Jordan to the sports consumer not only imbues an altered culture, but it also allows the sports consumer to create their own individual identity (McCracken, 1989). As such, the consumer is viewed to adopt the values and culture of the sports celebrity to be more in line with Jordan’s own and that of Nike (McDonald Andrews, 2001). Smart (2005) maintains that sport stars are very visible to the public and potential consumers because of their on field skills and the associated media coverage for publicly demonstrating such a high level of talent. These sport stars are subsequently in the sights of advertising agencies and sporting corporations to endorse sporting goods and apparel (Smart, 2005). As a result, the so called sporting star is transformed into a sporting celebrity that at times may or may not be directly linked with their team or their sport. For example, the commercials of Michael Jordan endorsing the ‘Air Jordan’ shoe by jumping to the basket to the sound of jet engines, ‘constituted the beginning of his cultural ascent to iconic status’ (Smart 2005, p. 113). Although the advertisement made no mention of the ‘Air Jordan’ shoes, the image and the subsequent culture of Jordan in the air combined with his cultural on court athleticism, was enough to persuade and influence consumers to make the ‘Air Jordan’ line of shoes the all time best seeling (Smart 2005, p. 113). The globalisation of sport has always been associated with advertising and as highlighted by Jackson et al. (2004), advertising has been defined in many ways due the ever changing nature of advertising. However, Jackson et al.state that advertising has at all times been strategic within the culture and commodification of sports advertising (2004, p. 1). More to the point Jackson et al. (2004) claim that cultural commodities shape one’s experience and identities which parallels Smart’s (2005) claim that sports celebrities are able to influence and persuade consumers. Additionally, Jackson et al. (2004) argues that advertising is at the forefront of the global economy and post-modern promotional culture. Taking this into account, advertising plays a key role in consumer culture and within the culture of representation and identity formation (Jackson et al. 2004, p.2). Moreover, I put forward that advertising has altered the sporting landscape with predefined cultural meanings by way of celebrity endorsements. The eventual transference of cultural meaning from the advertising agency, endorsed by the sports celebrity and passed on to the consumer not only creates individualised identities and cultural meaning for consumers, but also changes the way sports consumers play sport. As highlighted by Ross, in 2002 Nike promoted a ‘three-a-side sudden-death’ soccer tournament ‘in a cage inside an abandoned tanker’ that highlighted the games elite branded player’s skills, talents and marketability (2004a, p.68). Nike exploited the games stars and consumers by focusing on the individual feats of the elite individual stars rather than on a team focus (Ross, 2004a). Additionally, Nike put into full swing three-a-side tournaments all over the world for teenagers. The immense popularity for this variant of the game altered the way the game was played, where the game was played and therefore changed the cultural sporting landscape. There was no mention of the clothing or footwear worn by the sports celebrities depicted in the commercials rather, Nike concentrated on the three-a-side game and its celebrities to transmit and instil Nike’s corporate cultural meanings on the sports fan and potential consumer to purchase Nike merchandise and construct an individual identity. During the globalisation of sport growth years of the early 1990’s, Manchester United in an effort to increase revenue of more than just gate receipts, tried to convert fans into customers thorough the selling of sports merchandise. The end result for Manchester United saw an increase of fans to more than 25 nations, television deals in 135, its own fashion label and three mega stores (Ross 2004b, p, 88). Consequently, the outcome of the globalisation of Manchester United saw it grow from a soccer club to a global brand. Evidence of being such a global brand is in 1992 when Manchester United and Nike decided to release new playing strips that were continually replaced almost every year. Although, the Nike ‘swoosh’ at this stage was indelibly associated with child labour, it did not stop the fans and consumers buying Manchester United sports appeal (Ross, 2004b). Nike and Manchester United through specific advertising with sports celebrities were able impart their morally and aesthetic pleasing culture onto the sports consumer combined with that of the sport celebrities own values and culture. Ross quite rightly points out that there was much public disgust and rage towards Nike for the use of child labour, however, he further claims that because of the silence and possibly even ignorance of the endorsing sports celebrity, Nike and other sports corporations were able to keep the entire celebrity/branding/sweatshop system of the sports goods industry from unravelling (2004b, p. 93). Fundamentally, it is the values and contemporary culture passed on by celebrities that are exploited by sports corporations such as Nike and Adidas that are transmitted and passed onto the consumer (Ross, 2004b). These imposed values and cultures that the sports consumer takes on allows for individual identities to be seen and heard along with their new culture. Smart formulates the globalisation of sport with consumer culture to suggest that ‘the development of modern sport is bound up with processes of economic and cultural transformation associated with the global diffusion of capitalist forms of consumption’ (2007, p.113). Similarly, the chairman of Nike parallels Smart’s assertions by stating that ‘sport was at the hart of contemporary culture and increasingly defined the culture of the world’ (Smart 2007, p. 114). It is not without reason to put forward that professional sport, the media and corporate sponsorship are all linked together to forge massive profit on the backs of sports celebrities and their endorsement of merchandise. More accurately, Smart refers to this as the ‘golden triangle’ that results with sport being directly coupled with advertising and celebrity endorsements (2007, p.114). Such a link between the sports celebrity, advertising and sport itself highlights the importance of globalisation of sport plays in the economy of the consumer, sports corporations, advertising agencies and the various forms of the media. To be more precise, the globalisation of sport is closely linked with the ‘economic interests and the promotion of consumer culture’ (Smart 2007, p. 114). Sport poses a popular culture appeal and a sense of realism that sporting corporations aim to exploit to increase consumer capital accumulation. The global brands of sports clubs and celebrities combined with global marketing and the promotion of sports merchandise with ‘iconic celebrity sporting figures’ only further contributes to the growth of the supporter and consumer cultures (Smart 2007, p. 114). One of the main purposes for making certain sports and sports organisations global is to make and increase profits. The increased level in spectators and consumers attracts media and advertising interest that further increases the demand for sports equipment and specialised sports clothing that is unashamedly endorsed by sporting celebrities. The large economic growth experienced by sporting corporations innately constructs cultural global sports brands that the fanatical sports fan can identify with and desires (Smart, 2007). For example, Nike’s ‘Air Jordan’ line of shoes endorsed by Jordan himself transformed Nike’s profile, basketball itself and the nature of sports representation that consequently altered the culture of the consumer and the sporting landscape (Smart 2007; McCracken 1989). Smart (2007) points out that sports corporations predicted and understood the effects of globalising sport and the endorsement by sporting celebrities would only increase their revenue. Therefore, is easy to make the assumption that this understanding can be equated to McCracken’s (1986, 1989) theories that symbolic properties and cultural meanings possessed by the celebrity endorser and those of the constituted world are transferred to the consumer goods and then passed onto the consumer. This results in new identities for consumers as well as new or modified cultures. Potentially, the newly formed cultures can change the sporting landscape and place by way of altering the attire worn by participants and also by changing the way the game is played. For instance, backyard or even beach cricket is not played on the traditional field nor do the participants wear traditional attire for cricket. It can be said that these participants are influenced by sporting corporations to buy specialised sporting equipment (plastic bats and stumps) and clothing (celebrity endorsed clothing) that is clearly an action of acculturation brought on by sporting corporations and advertising agencies. Rather than one singular cultural identity constructed from the globalisation of sport there are many and varied cultures. Similarly noted by Mitchell, the cultural sporting landscape becomes quite complex with the introduction of different cultures (2000, p. 28). Moreover, Mitchell adds that the ‘morphology of landscape’ constantly creates and recreates the places and landscapes where people play sport (2000, p. 28). This is echoed through the culture of consumer capitalism and the accumulation of sporting goods and apparel. Hence, the modified clothes and sporting equipment endorsed by the culturally endowed sporting celebrity permits the transfer of cultural meaning and symbolic properties to the consumer (McCracken, 1989). Bertilsson (2007) has the same opinion that sporting celebrities fashion culture and meaning to the consumer to emphasises the value and meaning channelled into brands (2007, p. 2). Pettigrew puts forward that, sport by its physical nature is a form of consumption that is able to provide ‘insight into the role of consumption in human social life’ such as sports advertising and the accumulation of sports consumer goods (2001, p. 1). What’s more, Pettigrew (2001) contests that the consumption of sport including sports advertising and consumer accumulation of sporting merchandise attributes to individual lifestyles and social networks. Moreover, the globalisation and ‘marketisation’ of sport has made sport extremely commercialised that places the sports consumer and fan at a disadvantage because of the over exposure of celebrity sporting endorsements that effectively mould and shape ones social life and culture (Pettigrew 2001, p. 2). Many commentators including Pettigrew (2001) consider sport to be vital to culture and as such, sport has been directly associated with the development of self-identity due to the active lifestyles of people following and participating in sport. For that reason, the promotion of sports merchandise by sports celebrities are able to create social interactions (aided by culturally effective advertising themes), with the sports consumer (Pettigrew, 2001). Such employment of sporting themes and sporting celebrities in advertisements facilitates social interaction that portrays an appropriate context for product consumption that allows for self awareness and identity development to take place for the sports consumer. Importantly, advertising agencies identify the potential social interactions and use sporting celebrities to convey precise emotions, values and culture that represent the needs and desires of sports consumers. For example, the Nike brand has become so trusted, consumers are willing to pay top money for what they believe and determine to be superior quality, style and reliability (East, 1998). Nike through its ‘Just Do It’ advertisements with their many celebrity endorsers was able to influence vast amounts of sporting and non-sporting consumers to purchase their footwear. East points out that 80 percent of the running shoes sold in the US were in fact never used for the intended sporting activities that they were designed to do, thus effectively changing the sporting landscape and sporting culture (1998, p. 2). The iconic status Nike was able to develop for itself tended to focus not on the products it was advertising but rather on the celebrity wearing the product (East, 1998). Through its celebrities, Nike was able to articulate to its consumers that Nike products were cool (East, p. 2). East (1998) suggests that the success of Nike’s campaign is attributable to portraying a culture of quality. Moreover, East states that Nike was able to reassure its customers on quality and perfection by using the following sport stars: Bo Jackson, John McEnroe and Michael Jordan (2001, p. 2). For instance, East suggests that celebrity endorsements appeal to consumers sense of belonging and ‘hipnes’ that led to the prophecy ‘if you want to be hip, wear Nike; if you are hip, you are probably wearing Nike’ (East 1998, p. 2). Nike’s sporting celebrities were able to impart desirability into owing Nike shoes that not only changed the sporting landscape but it also developed new cultures based on sports corporations and advertising agencies values. Advertising plays an integrating role in cultural practices and the process of globalisation (Jackson et al. , 2004). Advertisements of sport generally contain some form of sports setting, imagery and celebrities to promote sports clothing, sports video games and sports equipment that contributes to the development of the globalised culture of commodification and consumption (Hilliard, 2005). In addition, Hilliard (2005) asserts that sports’ advertising encompasses economy, politics and the media. Furthermore, he notes that sports corporations by way of their association with sport sell ‘a way of life based on consumption’ by means of sports celebrity endorsements (2005, p. 4). The use of sports imagery is essential for sports advertising to target specific product categories such as clothing lines and video games. Advertising agencies generally use specific techniques to persuade the intended meaning of sport to ‘rub off’ on their merchandise: Firstly, celebrity athletes are presented in ‘non-threatening’ relationships so as to connect with the intended audience; Secondly, advertisers represent ‘sport as a site for hedonistic consumption’; Thirdly, advertisers continually make reference to sports cliches and slogans that are generally disseminated broadly within the national or territorial culture; and lastly, sporting corporations sponsor sport so as to receive the ‘official sponsor’ tag that appears beside the actual sport logo (Hilliard 2005, p.33). Additionally, the recognition and star appeal of the virtual super-human athletic feats of sports celebrities are captured and transposed into the form of video and arcade games. As suggested by Hilliard, the advertising of sports video games may feed into the culture of sports fans of not participating in sport and thus, altering and transforming the sporting field/landscape from outdoors to the lounge room and subsequent TV (Hilliard, 2005). In conclusion, the globalisation of sport occupies an important part in the economy for the consumer, sports corporations, advertising agencies and the media. The ‘golden triangle’ as described by Smart (2007) illustrates the tactics sports corporations and advertising agencies use to exploit the consumer through intelligent marketing strategies and celebrity endorsements. The resultant symbolic sports branding not only shapes the desires and actions of the sports consumer but also transforms consumer culture and the sporting landscape. Furthermore, the globalisation of sport has seen it loose its playful character while its traditional playing field has been extended by the celebrity sports star to be a global media spectacle with a sizeable financial economy. Advertising as stated by McCracken, is the ‘conduit through which meaning constantly pours from the culturally constituted world to consumer goods’ that allows sports celebrities to become idolised and seen as role models (1989, p. 6). It is from these attributes that sport celebrities and advertising agencies are able promote sports merchandise using the sporting celebrity’s lifestyle and sporting culture to influence and develop sporting cultures in consumers. What’s more, the ‘golden triangle’ has altered the sporting landscape with predefined cultural meanings on the back of celebrity endorsements. The advertising technique of not mentioning the actual product but rather concentrating on the sports star and the actions of the sports star indelibly creates sporting icons and cultural meaning for the sports fan/consumer. Such exploitation by sports corporations allows them to focus on changing popular sports in both rules and the playing field so that the sports consumer will be subdued and manipulated into the capitalist consumption of sports goods that governs the indoctrination of culture, values and social identity. Moreover, the imbued culture and status of wearing and being seen in a particular sports brand combined with the endorsement by celebrities creates a level of trust for consumers. It is this built up trust that consumers are willing to pay top dollar for what they believe is superior quality and reliability, although, in some instances child labour may have been used. The ‘aura of authenticity’ of sports stars helps sporting corporations to achieve significant profit margins and significant wealth for themselves that further contributes to the globalised culture of commodification and consumption of sport. The immense wealth created by the globalisation of sport for sports corporations, advertising agencies and the sports star has seen sport become a highly capitalist culture. Noting this, sport and sports advertising is vital to the development of consumer identity, lifestyles and social acceptance from the accumulation of sports merchandise and also participating in sport. The unambiguous celebrity advertising techniques allow sports corporations such as Nike and Manchester United to create and sell a way of life based on consumer consumption to generate meaning, culture and identity for the consumer that can potentially change the sporting landscape at the same time. Bibliography: Andrews, DL Jackson, SJ 2001, ‘Sport Stars: The Cultural Politics of Sporting Celebrity’, in Andrews, DL Jackson, SJ (ed. ), Introduction: sport celebrities, public culture, and private experience, Routledge, London, pp. 1-19. Bertilsson, J 2007, The Enculturation of Young Consumers, Proceedings of the Nordic Consumer Policy Research Conference 2007, viewed 13 May 2008, . East, S 1998.

Marketing case study on TUI Travel: PESTEL and SWOT

Marketing case study on TUI Travel: PESTEL and SWOT INTRODUCTION TUI illustrates one of the most amazing and successful strategic change of a firm, among the largest European companies. From 1997 to 2003, its management turned one of the oldest steel and mining conglomerates, known as Preussag, into TUI the undisputed European leader in the tourism industry a fast growing but very volatile and competitive industry. TUI is a world leading international leisure group which operates in 180 countries in the world and serve 30 million people. It headquarters in crawly near Gatwick airport in UK. It has 5000 employees and 146 aircraft. From the last ten years tourist industry growing at an annual pace of 4.1%, 2005 is the best year of the industry. In financial year 2009 TUI travel revenue is 13.9 billion. In order to become a European leader, the group embarked on a steady programme of major acquisitions while divesting the non-cour business. 1st January 2000 the Happing Touristic union was renamed TUI Group and jumped in the European market. Terriest attacks in New York (2001), BALI (2003) and Madrid (2004) can traumatic effect on international travel from 2000 to 2004. In 2005 tui took full control of leading Canadian container shipping line, and merged its container shipping division with it. EXTERNAL ANALYSES Factors that outside the organization which can affect the organization over all These factors are PESTEL POLITICAL All the rules and regulation which can be imposed government of the country where the organization can exit. What kind of facilities that the government can give the company to compete in the industry? Tax relief, in case of loss how much tax refund? Can government give the merger and acquisition when TUI can enter the other countries like Asian (china, India)? Security problem is also face all over the world, just like terrorist attacks in New York IN 2001, in London bus blast can affect too much in the international economy and international tourist industry in 2000 to 2004. Because all word can connect with each other with as the global village thats why company cant face any problem to merge and acquisition with German companies, in UK , USA , India in china and other countries all over the world European counties, Asia pacific, American, Africa, middle east Some government can impose heavy tax on companies that why it can create a problem with tui when they merge with them ECONOMICAL Currency exchange rates can also a big problem for tui when he can goes in the other countries. Difference between Pakistani currencies any UK and others same with the other countries. In all over the world whole economy run on oil prices when they can fluctuated in can create a problem same situation with tui. Lower barrier to enter in the market can create a complex position in competition. SOCIAL Tui can give the customer holiday packages, online booking facilities Brand is a unique thing that company can offer to its customers. Its about the perception of the customer different brand for different countries. If we can follow the BCG matrix is can tell the good position of the company. All the other companies tui can also adopt the policy of going green TECHNOLOGICAL Tui can introduce on line facility for its customer to purchase ticket and any information that they need. In this way they can cut staff cost and intermediates. Your customer is only one click far away from you and anywhere else. Tui can launch TV programmes, save customer data base to keep in touch with the help of video conferencing. In 2002 they can reengineering their work and decrease their fuel efficiency they can work on more productivity. Tui can also use EDS planning system for the cost efficiency. Health problem is also face by the tourist industries. Even how WHO cant impose any bane to go the countries in which swine flow is (HINI) LEGAL Different counties government can impose different kinds of rules and regulation regarding health and safety (Aviation Safety and Regulation). Some trade laws just like ban on merger and acquisition. Different airport right for some carriers. If the government can want to monopoly he cant give permission to the company to made air- port in a country. Company can take permission from the government ENVIRONMENTAL In German TUI AG can introduce environmental system according to ISO14001 in their head quarter. Both the management system like climate protection and biodiversity and in house system just like, wastage management, energy protection can give tui world-wide recognition to good environmental policy. INDUSTRY STRUCTURE When we can talk about industry structure of tui we mean industry life cycle or swot analyses of the company. SWOT Swot analysis can be used to just like other analytical tools like PESTL and porter five forces to analyses the internal and external position of the company Strength and Weaknesses; Strength is the internal factor of the tui travel which can use company to remove weakness. For this purpose company can use its fiancà © department, it accounting, HR, marketing to improve weakness, the company can improve its weakness. Company can use its technological, strategies, distribution channel, its product quality, management to overcome the poor assess to distribution, low customer retention, weak brands, absence of important skills, etc. Opportunities and threats; Today is a word of competition, tui travel can have a too much threats for the externally, tui can have a opportunities to overcome the threats like technological advancement, new distribution channel, low taxes, liberalisation of geographic market, introduce new packages for the holiday, online ticketing facility, to overcome the technological advancement, change government policies, tax increase Competitive analysis Competitive analysis can help organization to think about the following things. Its main competitors are Thomas cook, My Travel group, Rewe Touristik. 1. Competitors past present and future history 2. Future investment criteria 3. Basic strategies These can solve our different problems and answer the questions What our competitors? What are their objectives? Whats their weakness and strength? Porter five forces can also tell us about the competitors position these all include external factors Threat of entry Barriers to new entrance Too much capital and resources are required. 70% share can be controlled by 10 leaders Brand loyalty can also be problem for new entrance. Economy of scale should be high Substitutes In airline industry there is no substitute. People can use other ways but nothing is better than air jet. Company can offer different seasonal offer for the customer Bargaining power of suppliers If the company have low share in the market then supplier power is also to be high. Four market leaders cover more than 50 present markets there is threat of backward integration. Its show only supplier moderate barging power. Bargaining power of buyers Emergence of internet and online there is low switching cost of buyers. Companies have fewer substitutes limit the barging power of buyers Competitive rivalries Moderate level of competition exists in industry. Fix cost also to be high favour the company. And there is 8% market share between two companies (Thomas cook 13% and tui 21%). Due to these reasons there is low chance of competition. Resource and capabilities Companies have some internal resources and some external resources Financial resources Tangible resources Includes the company air jets, busses, premises that they can hire, production plant which can work for production of goods. Intangible resources The resources which we cant see directly, its include tui brand company can has near about 200 brand in which include Tui Thomson Novellas frontiers Tui Deutschland The moorings Tui ark Marmara Fritidsresor Late rooms.com Turchese Hayes Jarvis Air tours Etc. These are the main brand which can be offered by the company for its loyal customers. Technological Company can introduce on line booking system for the convenience of its customers, and minimize cost. Well known logo smile to represent a number of companies in which UK tour operator Thomson Holiday. TUI has a 80 tour operator and 155 aircraft around the Europe. Tui have a number of big hotel, ships people can purchase ticket online anywhere from the world. Human resources Culture and vision We are a leading world travel group we have a strong value in and culture in the eyes of our loyal customers. We always keep in mind our customers expectation and the time which they can spend with us. We want to do something new every day. We can look the opportunities which can be helpful for our customer and make value add for them External resources and capabilities Alliance with partners Company can also alliance with Air Berlin seal and tui CEO says we are very happy to deal with German company in this way we can reach the German market and give excellent performance and we despite the recent uncertainty. Distribution Our choice is to provide customer holiday option for meet their expectations we also know the dynamics of the industry. Customer can purchase on line tickets from our tour operators in anywhere in the world. Porter value chain Firm infrastructure Tui can have a big structure it can add value at every aspect, like its marketing department, finance department, RD department and all other can add value Technology development Tui can introduce new air crafts, busses, and accommodation and on line ticket facility for its customers. Research and development To compete in the industry company can increase its product line. Tui can introduce new packages on holiday, on special occasion at crimes on Easter give extra facilities to its customers and charge them more Supporting activities Receive customer and security check is an important thing then company can luggage handling facility for its customer In flight service like dinner, lunch, drinking and other faculties like newspaper, internet etc. Marketing sale and booking facility all over the world direct or online from their retail shops or online use of net. Profit margin which the company can take to spent on these actives and money they can earn VA=sales revenue purchase on profit and loss A/C depreciation Company structure Company can have 200+ brands and product for wide variety of differentiated and flexible travel experience for fulfil expectations of their customers. Company strategic goals is to increase shareholder expectation Company want to Leading International Leisure Travel Company. Capitalized market  £2.5 billion. More than 50000 colleges operating across 6 countries. Strategy synopries Strategy is a well planned series of action. Tui strategy is to create superior share holder value by being the world leading leisure travel group providing customers with the choice of differnetiated and good experience For achieveing this purpose company can set four areas in which they can focuse Product and content Distribution and brand People and operational effectiveness Growth and capital allocation Product and content Attention on the customer and change booking rates Earlier Booking trend Different product to our competitors and unique in the marketplace People and operational effectiveness Our employess are our asset Business model that can react to chage demand Yeild management systemand development of sophisticated capacity Increase profit margin up 30 basis points from 2.9% to 3.2% Integration progressing well with total synergies upgraded to  £200m Distribution and brands Good relationship with the customer Keep in mind customer choice Highly trusted brands that provide value and quality Growth and capital allocation 11 niche high growth businesses in specialist sectors Progressing in growth plans well in Russia CIS Increase return on invested capital to 9.2% Consolidation with Canadian market through proposed strategic venture with sun wing Company challenges Tui industry activates are shows that the company can contributes 11% of GDP and its exports are 12%. Fifty worlds least develop countries rely largely on this activity for economic development and in this way and tourist spending shows that tourist spending reaches the bad position. UN world tourism organization estimates that this industry emits around five present global carbon emissions of which 2 present are aviation and the remainder are mostly for transport and accommodation. We can display our part in reducing carbon wastage, protect biodiversity and limit the water we can use directly and other indirect way to save biodiversity as this forms an integral part of our product when our customer are holiday they can experience. These all are the hurdles which the tui travel can face. Our policy in this situation is this to avail social economic and environment benefits and make travel experience more comfortable and minimal environmental impact, respect the culture and people of destinations can gain more and more benefits To achieve these goals we know that we are alone, but we alone lead the travel industry throughout. For this purpose we can take following steps. Business decisions should be sustainable development. Sustainability impact on our day to day operation should be minimize Change the holiday options which cant meet our requirements For attracting more customer take customers experience what they want from them. Made new brands and new techniques in industry revolution and set a benchmark it there is no competitive To avoid negative impact put something back into environment. Use our influence for the development. Give customer more incentive and relaxation for attract more and more customers. We should support our supply chain for the purpose of minimizing effects. Strategic choice By strategic choice we mean which strategy tui use to become a most successful in all over the world? What is there policy? What techniques which they can use? What are their suppliers? How the company can grow in international industry? What is their growth rate, what is their price policy? What is their market policy? What is their strength? What their weakness? What their strength? What are the opportunities that the company can avail to become a successful in the industry? To evaluate these questions we can use following techniques and models Ansoff matrix Market penetration Market penetration we mean existing product in existing market. If the company can introduce package in the existing market he should be penetrate the market he should start form the bottom level just cover its cost and not make too much profit. For the purpose of consolidation tui should use this policy in market to compete in industry. Companies can penetrate the market into the Following three ways Gaining competitive customers Improve product and service quality Attracting nonusers or the customer who use other company product or services Product development If the company can introduce new product in same market he can spend too much on advertisement. He should launch specific location oriented packages, just like buy one get one free. Company can introduce low cost operation and packages, if he can introduce high cost less chance of success. Companies can use this technique to for Utilization of excess production capacity To increase its product line to stay in the market Exploit new technology Increase overall market share Market development Tui should be concentration on Russia, India, and china and make important to always show its own presence in the market. This strategy should go toward following two concepts Business to business In which company can sale its ticket to their franchise and their agents can sale product or introduce new packages to the customer. It has low headache to the company Business to customer If the company direct connect with the customer online and sell their product just like tui international for the purpose of given tickets, online ticket confirmation, updates, take customer bio data etc. Diversification If the company can introduce new product in new market, what is policy? What is the position of our competitors? What are their weaknesses? Can company use their weakness to make himself strength? Diversification may be related or unrelated. Diversification may be backward, forward and horizontal integration Backward integration when the tui can extends its activities towards its input such as suppliers of raw materials Horizontal integration when a company turn into business related to its activities International strategy of company Tui can serve over 30 million customers all over the world and work in 180 countries of the world. Company turnover is near about 80million Euros per year. To set long term strategy first choice holidays join tui in July 2001 and in 2002. Tui is a founding member of toi. As a specialist in emerging markets sectors is an international portfolio of travel business, company can focus on specific segment or geographical sector or country. Sector includes 40 business operation form North America, Europe and recently emerging markets in Russia and Ukraine. Company can also focus on student education tours and trips to the Far East, Africa or Australia. Company to selling brands include mostravel, turchese and Hayes Jarvis. Joint venture in Russia with CIS made tui profitable and give a chance to a company to work with their local companies. Advantages of joint ventures and alliances Tui travel can share any kind of risk with other companies. Government can give the company relaxation to entry Company can have a more resources and these resources can open new wind in the mind of thinkers Company cant face any problem in licensing There are some disadvantages of joint adventure Make good relationship with foreign partner. Too much limited ability to coordinating activities in other countries Due to these limitations company some time face a loss General strategies of tui Travel Cost leadership Company can work at lower cost and broad target in all over the world. Environment can affect the company policy just like Iceland problem in all over the world flight, company can bear loss, what company can do to sustain Example To maintain its cost standard PIA (Pakistan international airline) can fly more flight to cover its cost We should keep in mind that cost leadership is minimizing cost to the organization to deliver the product or service. What the customer can pay it is different issue. Differentiation The way by which tui travel can differentiate product or service to gain the competitive advantage. For this purpose company need exact information of industry. Company should need Ability to deliver high quality product or service. Research and development Attractive sale and marketing staff to all over the world Focus strategy By which a tui travel focus on niche market where there is advance and luxury hotel for loyal people, business class in air jets, excellent pick and drop facility to airport to hotel etc. On the basis of these strategies company cant set its prices or goals lot of other models like PESTEL, BCG, and ANSOFF MATRIX can be helpful for the company to make their decision. If the company low cost strategy is attractive to attract more and more customer it is successful. But there is lot of other factors like porter five forces how can company remove hurdles which he can face Strategy in action We can discuss the process which company can follow, organizing resources, changing and which strategy is company can use. Company structure Tui can registered in London stock exchange and it formed 2007 by the merge of first choice holiday PLC tourism division Company main aim is to create superior shareholder value, and the company aim is to get maxim profit to merge and requisition What the company want to do Lead international leisure Travel Company. 2 200+ products and brands company can have. 3 2.5 billion Market capitalisations$ 4 Company can have 3500 retail shops and 146 aircrafts in Europe. 5 More than 50000 worker can work in 6 continents in all over the world. Company main aim is to make profit and employee number. For this purpose company can give different packages to customer. Change in strategy Change in climate is known as a greatest environmental challenge facing in all over the world and it is important issue for the tui international. As we know carbon emission can effect on green housing and put important part in global warmth. June 2009 tui travel complete carbon disclosure project regarding their planning to carbon management. Adaption change Tui travel can change his strategy according to situation of economy. For made any kind of change company can ask himself following questions Can there acceptable demand and conditions? Can it give sustainable competitive advantage? Does it have a good strategic fit? Does it avert threats and take opportunities? Does it meet stakeholder expectations? It consists with core competencies and strategic capabilities? Kinds of change Adaption change If tui travel can change his policy according to see current situation of stakeholders. For example company can introduce new package in holidays, in Easter, in Crismis festival. Evolution change Sometime tui travel can give packages to customer just like free insurance, free transport to their own restaurants etc. Revolution change Due to any reason just like volcano ash in Iceland can create a problem in all over the world especially in Europe. All over the world flights for UK is disturbed. Some companies fly extra flights to recover this loss. This can create a big history in life of airline industry. Reconstruction change If the change can around the current situation, tui travel can change its policy day by day. Conclusion/Recommendation Tui travel can have a good understanding of internal and external issues; these things can help him to face the stakeholders of the company. Its targets and ambitions formed on the basis of an inclusive process and do address its material issues In his sustainable development Report Company can have describe its targets, visions, missions, associated polices its board level commitment to achieve its goals. Solution of sustainable development challenges Tui travel can perform as a role model and made a long term policy. Tui travel focus on embedding and implementing its sustainable development policy and associated ambitious targets. Tui travel should be less management focus and more on stakeholders to determine their overall impacts to see their strength and weakness. Tui travel formalise its external stakeholder engagement process to better capture and report specific outcome of their stake holders and find solutions to its sustainable development challenges.

The Character Elbow in Shakespeares Play, Measure for Measure Essay

The Character Elbow in Shakespeare's Play, Measure for Measure In Act 2, scene 1 of the play Measure for Measure the character Elbow, a representation of the "Comedic Constable" often depicted in William Shakespeare's comedies and traji-comedies, gives the director an unusual creative license in portraying this figure to give the audience a rich theatrical experience. (Evans 427) These characters are most commonly depicted as "artless, inadequate, naà ¯ve, and prosaic men who bumble through their official duties, sublimely unaware of their blunders, intent upon fulfilling their offices even when they are not really sure just what those offices are." (Evans 427) They are honest men as well, duteous, as "none of Shakespeare's comic policemen reveals any conscious neglect of duty." (Evans 430) In one high school production of the play Measure for Measure which I saw a while ago, the character Elbow was played as sort of a village idiot, using a slack-jawed southern accent. The actor almost appeared to be attempting to portray Elbow as a drunkard as well, which I later found through research was not the stereotype that Shakespeare was trying to mock at the time. I enjoyed the comedic representation of the character, but I now think that he could have been more effectively portrayed like the character Dogberry was in Shakespeare's Much Ado About Nothing, especially the most recent performance at Loyola's McManus Theater by Uzay Tumer. This performance can rather illustrate the character more as a man self-confident in his actions and duties who is plagued with an inability to communicate to the other characters. Elbow's speech and logic just becomes riddled with "self-contradictory malapropisms" which confuse those wish... ... probably the main reason I have drawn out this scene into a huge collaboration of expressions. Confusion, exasperation, confidence, perplexity, happiness, frustration, and sheer amazement are all of which I wanted to capture in this brief interaction. Works Cited Bennett, Josephine Waters. Measure for Measure as Royal Entertainment. New York: Columbia University Press, 1966: 31. Dawson, Anthony B. "Measure for Measure, New Historicism, and Theatrical Power." Shakespeare Quarterly, Vol. 39, No. 3., 1988: 337 Evans, Hugh C. "Comic Constables--Fictional and Historical." Shakespeare Quarterly, Vol. 20, No. 4., 1969: 427, 430 Ross, Lawrence J. On Measure for Measure. Newark: University of Delaware Press, 1997: 52. Shakespeare, William. Measure for Measure. Ed. Barbara A. Mowat. Paul Werstine. New York: Washington Square Press, 1997: 43.

Ontario Gateway Analysis Essay

As requested, our team has conducted a thorough analysis of the four existing insurance policies (RCNC1, RCNC2, CTC, and HIC), including the costs and benefits of each proposal, and associated risks. Based on our investigation, we recommend using the CTC insurance plan as of March 1, 1997. CTC Excels on Cost Savings and Risk Our analysis focused on achieving two main goals: 1) minimize the chance of losses exceeding $37m over next year; 2) minimize overall costs over next five years. We assumed an accident rate of 1 in 5,000,000 flights, as used industry-wide, and we have checked the sensitivity of our decision considering a rate 25% more favorable given our aircraft characteristics. Please see below details on our recommendation, and refer to Appendix for additional details. 1. Cost analysis over next year: When using the industry-wide accident rate, three plans offer significant coverage in the next year such that losses of aircraft will not exceed $37m with a probability of over 99%; these plans are: CTC, HIC, and RCNC1. CTC costs are estimated to be the lowest when considering the average of $13.5m and standard deviation of only ~$2m which reflects a lower spread of the costs. Additionally, CTC cost savings average ~$14.5m when compared with the other plan offerings, with a low standard deviation which reflects more predictable savings. Similar results are obtained when we consider a safer accident rate (i.e., 1 in 6,6m flights). 2. Cost analysis over the next five years: When using the industry-wide accident rate and considering the three plans identified, CTC offers the most optimal plan over the next five years, at an average cost of $67.5m with a low standard deviation of ~$3.8m. While this is the second optimal cost of the three identified plans, the lower standard deviation reflects a lower spread (resulting in lower risk) over the five year horizon.  Additionally, CTC cost savings over the next five years average ~$46m when compared with the other plan offerings, and 95% of the cost savings are over $44m. Similar results are obtained when we consider the safer accident rate. In summary, our analysis identified CTC plan as the most optimal of the four options, based on cost savings over next year and over next five years. The CTC insurance plan should minimize the chance of losses exceeding $37m over the next year, and would offer the lowest overall costs over next five years. Please let us know if you have any questions or need any additional details.

Chemistry lab paper sherlock holmes experiment Essays

Chemistry lab paper sherlock holmes experiment Essays Chemistry lab paper sherlock holmes experiment Essay Chemistry lab paper sherlock holmes experiment Essay Our objective for the Sherlock Holmes Experiment was to illustrate that some chemicals can be identified or differentiated by simple chemical tests, such as solubility, pH, or color tests. In our group we had to test come common powders such as Alkali-Seltzer, baking soda, flour, Vitamin C (ascorbic acid), and salt. Other chemicals that were used to do this experiment were vinegar, and Iodine 2 Solution. The equipment used to do this experiment was red litmus paper, and 5 test tubes per group. After all materials were gathered, we then had to do five different tests to determine what the powder material does. The first test was to see what the powder materials do in water. We had to add a scoop of each of the common powders to an equal amount of water, each in a separate test tube. Then we had to stir/shake it up and record our observations. We had determined that the flour did not dissolve in water. The vitamin C did dissolve in the water. The salt, Alkali-Seltzer, and baking soda also did not dissolve in the water. In the second test we did, we had to determine what each solution does with litmus paper. We had dipped a piece of red litmus paper in each test tube and then observe what happens. When we put the litmus paper in the flour, Vitamin C, and salt, the litmus paper stayed the same color (red) and there was no reaction to either of them. However, when we put the litmus paper in the Alkali-Seltzer, and baking soda, the litmus papers turned too blue color. In the third test, we had to add a squirt (half ml) of vinegar in each test tube to observe what happens. When we put vinegar in the flour, we observed that a milky like solution was made. When we put vinegar in the Vitamin C and the salt there was no reaction to either of the common powders. The Alkali-Seltzer, and the baking soda, hen mixed with vinegar, had a bubbly/foaming reaction. In the fourth test, we had to add a squirt (half ml) of Iodine 2 solution in each of the test tubes to observe what takes place. For the flour, when mixed with iodine, had turn too black color with no physical/chemical reaction. The Vitamin C turned to a red/orange color with no physical/chemical reaction. For the salt the solution turned to an orange color with no physical/chemical reaction. With the Alkali-Seltzer, the solution turned to a brown color with no reaction as well. Last but not least, the Baking soda turned to an range/brown color with no reaction. In the last test, we had to test out a mystery powder (powder A, B, C), in its own separate test tube, in order to solve the Sherlock Holmes Mystery. Our group had powder C. When we mixed water in the mystery powder, it did not dissolve. When the litmus paper was put into the test tube it turned blue. When the vinegar was mixed it bubbled/foamed up. When we mixed the iodine solution, there was no reaction and the solution turned to a dark brown/black color. When we mixed in the baking soda there was no reaction and it turned to an In conclusion, after we had tested the mystery powder, we had to solve the mystery of who stole Kamala Jacksons pad. There were four suspects which were, Ruby, alma, Manly, and Beau, who were seen at the time the pad disappeared. I then cancelled out all the common powders that had no comparison to the mystery powder. The flour, vitamin C, and salt did not have any comparison which left only the Alkali-Seltzer and the baking soda. The comparisons of the Alkali-Seltzer and the baking soda were very similar. They were Just about the same as the mystery powder. So I then narrowed down the two suspects, Beau, and alma, who could have possibly stolen Jambs pad. My accusations of the culprit narrowed down to Beau. I say this because even though alma was baking cookies, she did not use baking soda to make her cookies, as you would think when someone is cooking they might use baking soda as an ingredient. So then I did my research. Beau is the only person left because at the time of the disappearance of the pad, Beau was using Alkali-Seltzer tablets. Alkali- Seltzer tablets contain citric acid and sodium bicarbonate (baking soda), which lead to my accusation that the culprit is Beau.