Modernism and Postmodernism Research Paper Example | Topics and Well Written Essays - 1250 words

Modernism and Postmodernism - Research Paper Example The researchers of modernism have always noted a special interest of its members in creating new forms, defiantly opposed to the harmonic forms of classical art, as well as emphasis on the subjectivity of the modernist worldview. The first modernists are the people of the late 19th century raised by the general crisis of European culture. Many of them rejected the methods of social and political radicalism in the change of lifestyle, but they were all ardent supporters of the spiritual revolution, which, in their view, was inevitably born by the crisis of the old world. Spiritual revolution, as a new quality of consciousness and a new concept of life, demanded a new ideological platform. This platform was formulated on the basis of Henri Bergson’s intuitionism, Nietzscheanism, Edmund Husserl’s phenomenology, Sigmund Freud’s and Carl Jung’s psychoanalysis, Soren Kierkegaard’s and Martin Heidegger’s existentialism. The works of these authors no t only cemented the ideological platform of modernist art searches in the period, but allowed this artistic school to act retrospectively, capturing the events of preceding culture, and prospectively, leaving the field for experiments in the future (postmodernism). Modernism, fighting for liberation and renewal of forms in art, could not exist without common ties with the history of culture, recognizing in this way the principles of historicism in its own trend: â€Å"the creation of a usable past was a key means of both coming to terms with and keeping at bay the pressures and the alleged chaos of the modern world at the turn of the twentieth century†.... ly confronted with the further development of the qualities generated not by modernism, but by the Romantic era of the French Revolution and radical sentimentalism of Johann Herder and Gotthold Lessing. This, for example, is the emphasis on the place of the individual consciousness in life in the cosmos. However, the romantic individualism of the 18th century and modernist individualism are fundamentally different phenomena. In romanticism the individual was either the owner of all spiritual riches of the universe, or this individual grieved about the unavailability of absolute values and universal ideals not denying the possibility of their existence. Modernists, on the contrary, recognized the insolubility of these issues, came to a denial of the spiritual and moral â€Å"absolutes.† At the same time, they tried to revive the myth-creating method, which, in their opinion, was able to restore the integrity of the organic and human life in a single cosmological system by the m eans of art. The poetry of modernism had a deep sympathy to the ideas of a new, mystical ideas and myth. In the effort to speak the language of new images the symbolists did not reject the traditions of classical poetry, but on the contrary, tried to build a new language based on ancient archaic images. Modernist poets paid a lot of attention to classical mythology (Paul Valery, Thomas Eliot), national folkloric characters (William Yates), ancient esoteric teachings and their modern modifications, like theosophy or anthroposophy (Yates, for example, created his own mystical system). The foundation of the modernist prose was laid by the Austrian writer Franz Kafka. According to him, the whole world order is most tragic and hostile to man, who is powerless and doomed to suffer. Plots of Kafka’s

Marketing Principle Essay Example | Topics and Well Written Essays - 3000 words

Marketing Principle - Essay Example The company has established bottling partners in more than 200 countries. To ensure that all its target customers are satisfied with its brands, the company has more than 500 brands in the international market. One of the major aspects that have made the company to attain a large market segment is the increased investment in the marketing activities of its products. Coca-Cola Company market share is approximately 75%. Despite stiff competition from its competitors such as Pepsi , McDonald and Cadburys among others, the company has emerged as a leader based on the extensive use of modern as well as traditional methods of promotion and advertising. One of the major objectives of the company is to raise market share by effectively penetrating Asia Pacific and Asia markets. Secondly, the company is focused at expanding its corporate social responsibilities in order to address social problems faced by children in Africa and Latin America markets. This paper covers major strategies that Co ca-Cola adopts in its market segmentation, product positioning, and process of marketing as well marketing mix. Task 1 Marketing entails the process of communication the benefits of a product to the potential or existing customers. Being a vital way of attracting new customers, marketing takes a significant portion of company resources especially for the firms that are focused at going global. Marketing can also be defined as a management strategy of ensuring that products are moved from the concept to the final consumer. This entails the coordination of the 4Ps of marketing that included product, price, promotion and place. Marketing process entails identification of marketing opportunities and providing quality products that meet the needs of the target markets. Four major steps that are covered by marketing process are analyses of marketing opportunities, selection of target markets, development of marketing mix and management of the marketing efforts. In order to identify opport unities in the market, Coca-Cola undertakes extensive market research through the use of its marketing team. Coca-Cola Company has a number of opportunities. First, it can acquire more companies as a way of reducing competition in the soft drink industry. Secondly, the increased Hispanic population and their improved economic power will lead to high demand for its product in the local and international markets. Thirdly, due to the increasing demand for Dasani water in the world market, the company can expand its marketing activities especially in Asia, Africa and Asia pacific regions. In this way, it will capture the unexploited market thus increasing the total revenue. Coca-Cola targets all individuals regardless of their ages. Through effective market segmentation and targeting, the company is in a position to evaluate each of its segment thus providing quality brands that meet the needs of its customers. The company emulates Geographic segmentation, Demographic segmentation, Beha vioral segmentation and Psychographic segmentation. Being a third step in the marketing process, developing an appropriate marketing mix is an aspect that Coca-Cola Company has not overlooked. For instance, the company has established wide range of quality brands such as Coke, Fanta, Sprite and Minute Maid among others. The company prices are affordable thus ensuring that its customers are in a position to purchase their favorite brands. In terms of place, the company has