Analysis Of The Article The American Crisis By Thomas...

Paine is Temporary but Pride is Forever The article by Thomas Paine comes from the collection his work titled The American Crisis. In it Paine uses numerous rhetorical strategies to persuade the American colonists to secede from Great Britain. Through his use of ethos and logos Paine is able to connect with his audience emotionally and logically. He also calls on their patriotism and belief in God to commit his audience to his cause. His work addresses the concerns he has about the oppressive British Empire controlling the colonies. Paine’s article is appropriately titled The American Crisis. Therefore, his audience is the American colonists. The tone Paine has is highly impassioned. His use of strong embellishing language helps emphasize the importance of his cause. He capitalizes words such as â€Å"freedom† â€Å"tax†, â€Å"now† and â€Å"God† to show that they are key subjects. Paine first connects with his audience emotionally by using an appeal to the colonial’s patriotism. Paine’s article begins with one of his most famous quotes, â€Å"These are times that try men’s soul†. He makes this statement to prove to his audience that he is aware of the difficulties that Americans will face. He is aware that the â€Å"sunshine patriot† will â€Å"shrink from service† in the midst of these challenging times. However, he promises â€Å"love and thanks† for those men who can â€Å"stand it†. Paine guarantees the soldiers who will stay that they will receive glory as proof that their goals were worth their sacrifices.Show MoreRelatedComparison of Thomas Paine and Patrick Henry: Revolutionary Tract876 Words   |  4 Pagesof these inflictions, Thomas Paine and Patrick Henry addressed these injustices, and proved to be very persuasive through providing reasoning and evidence that moved many colonists to believe that to reach contentment and peace the colonies had to rid themselves of British rule. Henry and Paine were successful in swaying their audience, not only because of the rhetorical strategies used, but also because they were passionate about the cause they were committed to. Both Paine and Henry tried to pushRead MoreAmerican Revolution and Study Guide Essay example5377 Words   |  22 PagesTo what extent had the Massachusetts Bay colonists endorsed the idea of the â€Å"separation of church and state?† (10pts) 4. To what extent was the New England Confederation a first step toward colonial unity? (10 pts) Chapter 4 Study Guide â€Å"American Life, 1607-1692† 1. Compare and contrast the colonies of New England and the South based on the following: a. Economies b. Geography climate c. Mortality rate d. Sex ratios e. Family relationships/profiles (30pts) 2. Define indentured servitudeRead MoreEssay on In People We Trust2572 Words   |  11 PagesImmigrants arrive in the United States with the belief that they would have the simple rights that all Americans are guaranteed: freedom of religion and speech. Our government upholds these rights to their greatest abilities with the laws that they constitute but there are areas that still prevent both rights. From courts, the Pledge of Allegiance, the constitution and our past and present Presidents the word â€Å"God† has been institutionalized and ingrained within us. When the U.S. was founded â€Å"God†Read MoreCsr Communication in the Pharma Industry35538 Words   |  143 PagesCSR COMMUNICATION IN THE PHARMACEUTICAL INDUSTRY AN ANALYSIS OF THE WEBSITES OF THREE PHARMACEUTICAL WHOLESALERS MASTER THESIS Author: Josà © Javier Levrino (JL82847) Supervisor: Anne Ellerup Nielsen MA in Corporate Communication Ã…rhus, Denmark. August 2010 CSR COMMUNICATION IN THE PHARMACEUTICAL INDUSTRY Josà © Javier Levrino Table of contents Abstract 1. Introduction 1.1 Motivation 1.2 Problem statement 1.3 Delimitation 1.4 Methodology 1.4.1 1.4.2 1.4.3 1.4.4 Scientific paradigm: hermeneuticsRead MoreThe New Marketing Myopia7296 Words   |  30 Pagesstrategic vision caused them to define their businesses narrowly in terms of products rather than broadly in terms of customer needs. The term entered the vernacular of managers and the pages of textbooks, and when Harvard Business Review reprinted the article in 2004, it designated marketing myopia as the most influential marketing idea of the past half century. No doubt, today’s marketers do a much better job of focusing on customer needs. However, we argue that they have learned the lesson of customerRead MoreBoyer Dbq Teacher Guide10764 Words   |  44 Pagesmade economic use of pre-existing North American ways of life. E—Berkely Discourse—Shows the raising of tobacco for export and the precarious financial basis of this economy. Students may point out that this type of economy required slave labor and that the development of other export crops, including rice, other grains, and indigo, helped southern colonies later on. DBQ 2: The Reasons for Declaring Independence in 1776 From previous instruction in American history at earlier grade levels, studentsRead MoreJudith Butlers Perception of the Female in the Modern Era: Gender Identity and the Act of Becoming in Cindy Shermans History Portraits6698 Words   |  27 Pagesas gender theorists wrote about how her work could be viewed as a criticism of the male-gaze, Sherman admitted that she had never heard of the male-gaze and was dissatisfied by art-talk (Tomkins, 2000, p. 74). She sympathized with the current crisis in gender identity but she was not about to articulate the problem in words: her talent lay in articulating the problem in photographic art representations. Gender Trouble In an interview with ARTE France Associes, Judith Butler reminisces aboutRead MoreEmployee Engagement and CSR: TRANSACTIONAL, RELATIONAL, AND DEVELOPMENTAL APPROACHES12982 Words   |  52 PagesEmployee Engagement and CSR: TRANSACTIONAL, RELATIONAL, AND DEVELOPMENTAL APPROACHES Philip Mirvis This article looks at the relevance of corporate social responsibility (CSR) for engaging employees, including its impact on their motivation, identity, and sense of meaning and purpose. It explores three different ways that companies engage their employees through CSR: a transactional approach, where programs are undertaken to meet the needs of employees who want to take part in the CSRRead MoreLibrary Management204752 Words   |  820 Pagesand Barbara B. Moran United States Government Information: Policies and Sources Peter Hernon, Harold C. Relyea, Robert E. Dugan, and Joan F. Cheverie Library Information Systems: From Library Automation to Distributed Information Access Solutions Thomas R. Kochtanek and Joseph R. Matthews The Complete Guide to Acquisitions Management Frances C. Wilkinson and Linda K. Lewis Organization of Information, Second Edition Arlene G. Taylor The School Library Media Manager, Third Edition Blanche Woolls BasicRead MoreStephen P. Robbins Timothy A. Judge (2011) Organizational Behaviour 15th Edition New Jersey: Prentice Hall393164 Words   |  1573 PagesThree Ethical Decision Criteria 187 †¢ Improving Creativity in Decision Making 188 Summary and Implications for Managers 190 S A S A S A L L L Self-Assessment Library What Are My Gender Role Perceptions? 166 glOBalization! Chinese Time, North American Time 171 Myth or Science? Creative Decision Making Is a Right-Brain Activity 181 Self-Assessment Library Am I A Deliberate Decision Maker? 183 An Ethical Choice Whose Ethical Standards to Follow? 185 Self-Assessment Library How Creative Am I? 190

A Project on Ipl. Free Essays

A PROJECT REPORT ON MARKETING STRATERGIES OF INDIAN PRIMIER LEAGUE (IPL) SUBMITTED BY BHAVIK K. SANGHVI THIRD YEAR OF BACHELOR OF MANAGEMENT STUDIES (V-SEMESTER) PRAHLADRAI DALMIA LIONS COLLEGE OF COMMERCE ECONOMICS, MUMBAI – 400 064 TO THE UNIVERSITY OF MUMBAI IN PARTIAL FULFILMENT OF BACHELOR OF MANAGEMENT STUDIES ACADEMIC YEAR 2011-2012 DECLARATION I, Bhavik K. Sanghvi student of T. We will write a custom essay sample on A Project on Ipl. or any similar topic only for you Order Now Y. B. M. S. Prahladrai Dalmia Lions College have completed the Project on Marketing Strategies of Indian Premier League For the Academic Year 2011-2012. The information given in this project is true to the best of my knowledge. Bhavik K. Sanghvi CERTIFICATE I Prof. Dr. A. M. Bhende hereby certify that Bhavik K. Sanghvi student of T. Y. B. M. S. PRAHLADRAI DALMIA LIONS COLLEGE OF COMMERCE AND ECONOMICS has completed the Project on MARKETING STRATEGIES OF INDIAN PREMIER LEAGUE for the Academic year 2011-2012. This information is true to the best of my knowledge. |Signature of |Signature of Principal | |Project Co-ordinator | | ACKNOWLEDGEMENT First of all I would like to take this opportunity to thank the Mumbai University for having projects as a part of the B. M. S. curriculum. Many people have influenced the shape and content of this project, and many supported me through it. I express my sincere gratitude to Prof. Dr. A. M. Bhende for assigning me a project on MARKETING STRATEGIES OF INDIAN PREMIER LEAGUE, which is an interesting and exhaustive subject. He has been an inspiration and role model for this topic. His guidance and active support has made it possible to complete the assignment. I also would like to thank my parents, my sister and my friends who have helped and encouraged me throughout the working of the project. Last but not the least I would like to thank the Almighty for always helping me. PREFACE This project is undertaken to fulfil the project work component of the B. M. S. program in the V Semester. My project guide from P. D. College is Prof. Dr. A. M. Bhende. This project shows the working style and life of employees at their workplace. It gives an insight into the employer-employee relationships prevalent in companies. It speaks about how a company should keep their employees happy by providing them quality work life. This project also gives an overview of how a Human Resource Department should function so as to retain the best of the company’s human resources for the company’s betterment. INTRODUCTION [pic] What is the Indian Premier League (INDIAN PREMIER LEAGUE (IPL))? The Indian Premier League, created by the Board of Control for Cricket in India (BCCI) and sanctioned by the International Cricket Council (ICC), is a Twenty20 cricket competition. It is the brainchild of BCCI vice-president Lalit Modi and is modelled along the lines of club football in Europe, which is unlike anything cricket has known in the past. The best players from around the world will not play according to their nationality but as per the market forces. Big money involved The sheer big money of the INDIAN PREMIER LEAGUE (IPL) is unprecedented at this level of cricket. The BCCI has already made close to US$ 1. 75 billion solely from the sale of TV rights ($908 million), promotion ($108 million) and franchises (approximately $700 million). Players are expected to earn close to US$1 million for a three-year contract. It’s an entire cricket economy out there. Top cricketers involved There are 77 names in the competition. MS Dhoni, Ricky Ponting, Adam Gilchrist, Shoaib Akhtar, Jayawardene, Jayasuriya, Yuvraj and Hayden are some of the big names. The process The tournament is scheduled to begin on April 18, 2008 and will last for 44 days, involving 59 matches. The prize money for the league will be around Rs 13 crore (US $3million). Each team will have a pool of 16 players, of whom eight can be international and four from the Under-22 level or from the catchment area where the team is based. The governing council consists of Chairman and Commissioner Lalit Modi, Sunil Gavaskar, MAK Pataudi and Ravi Shastri, Rajiv Shukla, Chirayu Amin, Inderjit Singh Bindra and Arun Jaitley. Although it is going to be a franchise system, some foreign players have already been contracted by the BCCI to play in the INDIAN PREMIER LEAGUE (IPL). Fixtures Each team will play the other 7 teams home and away, the top four teams at the end of the group stages will go through to the semi finals. Format 8 teams 16 players in a squad INDIAN PREMIER LEAGUE (IPL) as a Product: Position in the BCG Matrix: Is INDIAN PREMIER LEAGUE (IPL) just a product now ? Is INDIAN PREMIER LEAGUE (IPL) only for money minting ? What is its position in the BCG MATRIX ? The Indian Premier League going to be held in South Africa will mainly be a television product for the Indian market and the crowd attendances will be no more than a bonus, according to a former cricket administrator. Arthur Turner says that hosting of INDIAN PREMIER LEAGUE (IPL) in South Africa is not a coup for the country as the tournament was shifted out of India due to security reasons. It is hard to see how eight foreign teams playing 59 matches in a foreign country will capture the imagination of the South African public. Sure there will be a curiosity factor but nothing more. Durban will probably be the exception given the huge Indian community,† Sports24. com quoted Arthur, as saying. He says the INDIAN PREMIER LEAGUE (IPL) will be mainly a television product for the Indian market and the crowd attendances will be no more than a bonus, and adds that the main aim of the organisers is to ensure that the tournament takes place. Arthur compliments Cricket South Africa on assisting the INDIAN PREMIER LEAGUE (IPL) by hosting the tournament in the country as an emergency measure, which is good in the spirit of cricket. The South African economy will also benefit from the move with the hospitality, hotel and transport industries being the main beneficiaries. Also, the local cricket provinces and their venues will benefit financially from a staging fee for matches, he says. What is BCG MATRIX? [pic] The  BCG matrix  or also called  BCG model  relates to marketing. The BCG model is a well-known portfolio management tool used in product life cycle theory. BCG matrix is often used to prioritize which products within company product mix get more funding and attention. The  BCG matrix  model is aportfolio planning  model developed by Bruce Henderson of the Boston Consulting Group in the early 1970’s. The BCG model is based on classification of products (and implicitly also company business units)  into four categories based on combinations ofmarket growth  and  market share  relative to the largest competitor. When should I use the BCG matrix model? Each product has its  product life cycle, and each stage in product’s life-cycle represents a different profile of risk and return. In general, a  company should maintain a  balanced  portfolio of products. Having a balanced product portfolio includes both  high-growth  products as well aslow-growth  products. A  high-growth product  is for example a new one that we are trying to get to some market. It takes some effort and resources to market it, to build distribution channels, and to build sales infrastructure, but it is a product that is expected to bring the gold in the future. An example of this product would be  an iPod. A  low-growth product  is for example an established product known by the market. Characteristics of this product do not change much, customers know what they are getting, and the price does not change much either. This product has only limited budget for marketing. The is the milking cow that brings in the constant flow of cash. An example of this product would be a regular Colgate toothpaste. But the question is, how do we exactly find out what phase our product is in, and how do we classify what we sell? Furthermore, we also ask, where does each of our products fit into our product mix? Should we promote one product more  than the other one? The  BCG matrix  can help with this. The  BCG matrix  reaches further behind product mix. Knowing what we are selling helps managers to make decisions about what priorities to assign to not only products but also company departments and business units. What is the BCG matrix and how does the BCG model work? Placing products in the BCG matrix results in 4 categories in a portfolio of a company: BCG STARS  (high growth, high market share) Stars are defined by having high market share in a growing market. – Stars are the leaders in the business but still need a lot of support for promotion a placement. – If market share is kept, Stars are likely to grow into cash cows. BCG QUESTION MARKS  (high growth, low market share) – These products are in growing markets but have low market share. – Question marks are e ssentially new products where buyers have yet to discover them. – The marketing strategy is to get markets to adopt these products. – Question marks have high demands and low returns due to low market share. These products need to increase their market share quickly or they become dogs. – The best way to handle Question marks is to either invest heavily in them to gain market share or to sell them. BCG CASH COWS  (low growth, high market share) – Cash cows are in a position of high market share in a mature market. – If competitive advantage has been achieved, cash cows have high profit margins and generate a lot of cash flow. – Because of the low growth, promotion and placement investments are low. – Investments into supporting infrastructure can improve efficiency and increase cash flow more. Cash cows are the products that businesses strive for. BCG DOGS  (low growth, low market share) – Dogs are in low growth markets and have low market share. – Dogs should be avoided and minimized. – Expensive turn-around plans usually do not help. And now, let’s put all this into a picture: [pic] Are there any problems with the BCG matrix model? Some limitations of the  BCG matrix model include: †¢ The first problem can be how we define market and how we get data about market share †¢ A high market share does not necessarily lead to profitability at all times The model employs only two dimensions – market share and product or service growth rate †¢ Low share or niche businesses can be profitable too (some Dogs can be more profitable than cash Cows) †¢ The model does not reflect growth rates of the overall market †¢ The model neglects the effects of synergy between business units †¢ Market growth is not the only indicator for attractiveness of a market †¢ There are probably even more aspects that need to be considered in a particular use of the BCG m odel. †¢ Where can I find more information about the BCG matrix model? What is the next level of strategic management analysis? The  BCG matrix can help to find a strategy. But, what if we have 2-3 strategies and need to decide which one is the best one? The Quantitative Strategic Planning Matrix (QSPM)  model can be used to compare strategic alternatives. I have questions about the BCG matrix In case you have any questions about the  BCG matrix, you might want to submit them at our  management discussion forum. You might also be interested in reading about the  Balanced Scorecardmodel and about the  Porter’s Five Forces  model. Marketing Mix of Indian premier league [pic] INDIAN PREMIER LEAGUE (IPL) – The Indian premier league has taken the cricketing world by storm. It has also got its marketing mix spot on. Read on to discover the perfection in the marketing mix of Indian Premier League Product INDIAN PREMIER LEAGUE (IPL) stands for Indian Premier League. It is a Twenty20 tournament started by BCCI. It is the brainchild of Lalit Modi. It started in the year 2008 and comprises the players from all over the world. A perfect blend of cricket entertainment. It’s providing a stage for many youngsters to show their performance profitable too to Advertisers and broadcasting channels. Price As far as the INDIAN PREMIER LEAGUE (IPL)  pricing  structure is concern, The INDIAN PREMIER LEAGUE (IPL) is predicted to bring the BCCI income of approximately US$ 1. 6 billion, over a period of five to ten years. All of these revenues are directed to a central pool, 40% of which will go to INDIAN PREMIER LEAGUE (IPL) itself, 54% to franchisees and 6% as prize money. The money will be distributed in these proportions until 2017, after which the share of INDIAN PREMIER LEAGUE (IPL) will be 50%, franchisees 45% and prize money 5%. The INDIAN PREMIER LEAGUE (IPL) signed up Kingfisher Airlines as the official umpire partner for the series in an Rs. 106 Crore’s (1. 06 billion) deal. This deal sees the Kingfisher Airlines brand on all umpires’ uniforms also on the giant screens during third umpire decisions. Sony Entertainment Television signed a new contract with BCCI with Sony Entertainment Television paying a staggering Rs. 8700 Crore’s (87 billion) for 10 years. Place The first season of the Indian Premier League commenced on 18 April 2008 in India, and ended on 1 June 2008 with the victory of the Rajasthan Royals against Chennai Super Kings in the final at the DY Patil Stadium, Navi Mumbai. As the second season of the INDIAN PREMIER LEAGUE (IPL) coincided with multi-phase 2009 Indian general elections, the Indian Central Government refused to provide the Indian paramilitary forces to provide security, saying the forces would be stretched too thinly if they were to safeguard both the INDIAN PREMIER LEAGUE (IPL) and the elections. As a result, the BCCI decided to host the second season of the league outside India. All 59 matches of the second season, abbreviated as INDIAN PREMIER LEAGUE (IPL) 2, took place in South Africa. Ironically, South Africa were also scheduled to have elections doing the INDIAN PREMIER LEAGUE (IPL), however, the South African government provided adequate security for both the South African General Elections and the INDIAN PREMIER LEAGUE (IPL). Promotion When Bollywood and cricket met, the result was INDIAN PREMIER LEAGUE (IPL) and it was truly entertaining to see one’s favorite cricketer as well the Bollywood star on the same platform. INDIAN PREMIER LEAGUE (IPL) was no doubt an entertaining one. Super stars like Shah Rukh, Preity, Akshay, Katrina, Hrithik had been a source which provided a lot of glam to INDIAN PREMIER LEAGUE (IPL) promotion. To attract the cricket fans, even team-owners have started selling tickets personally. Preity Zinta, the co-owner of Kings XI Punjab and Australian pace man Brett Lee sold the tickets along with their autographs. People Indian Premier League is mostly targeted for the younger generation youth. As the generations are very busy with their day to day work with INDIAN PREMIER LEAGUE (IPL) they get entertainment along with cricket which helps them to enjoy every aspect of the game. People are very excited towards INDIAN PREMIER LEAGUE (IPL) as this is only one game that brings different players of different countries at one platform, for which they tend to get attracted to see their favorite player perform. Some of the audiences are also attracted to see their favorite celebrity cheering for the team. Process Indian Premier League as a whole is the biggest event of the year for which months of preparation are to be done. For instance organizing the respective 8 teams who are performing for the event and the most important of all is marketing the INDIAN PREMIER LEAGUE (IPL) as it has to reach the wide range of audience globally. An arrangement of stadium where this event is going to be held is also finalized well before. Finally and most important of all is execution of the Event. Physical Evidence Fun, Music, Entertainment sports, where can you find that, answer for that is INDIAN PREMIER LEAGUE. People wait for this season as they get everything in a joyful bundle. INDIAN PREMIER LEAGUE (IPL) is also the biggest platform for advertising and promoting different product or brands which is clearly viewable during the event. 1) Franchisees were auctioned 2) Auctioning the players participating in the INDIAN PREMIER LEAGUE (IPL) tournament 3) TV, radio channels, complete digital and print media has been used for advertisement. 4) Cheerleaders were one of the most important things that is talked about, they attracted huge crowd. 5) It was telecasted worldwide. 6) Locations: the venue chosen for the cricket matches was a strategic choice . This places which are named after franchisees, which helped attract people. 7) Conflicts with some media partners and some cricket boards again demanded the attention of people. 8) Timing: INDIAN PREMIER LEAGUE (IPL) has shown its strategic application of intellect by choosing the evening time for the matches, which made people watch game comfortably. 9) ICL: the rival ICL had been one of the reasons for the publicity and emergence of INDIAN PREMIER LEAGUE (IPL). People started comparing the INDIAN PREMIER LEAGUE (IPL) ICL that caused the huge publicity for the INDIAN PREMIER LEAGUE (IPL) 0) Opening ceremony was one of the most amazing experience. 11) Live concerts: 12) Franchises taken by film stars like Shahrukh Khan, Pretty Zinta etc are the center for attraction, which made Bollywood stars come for the game. 13) Bollywood stars were used for anchoring and promotion of teams. For example Akshay Kumar for Delhi daredevils, Shahrukh khan for kolkata knight riders. 14) Special phras es were used made the sponsors pay more for example: for every six it was a DLF Maximum, for every special moment it was city moment of success. INDIAN PREMIER LEAGUE (IPL) ready for a 160 crore Marketing Blitz ADVERTISEMENT FOR INDIAN PREMIER LEAGUE (IPL) [pic] The fourth edition of  Indian Premier League  (INDIAN PREMIER LEAGUE (IPL)) has a number of brands trying to squeeze the most out of the cricketing extravaganza. Consumers will see numerous campaigns and product launches by many corporate giants during the 50-day tournament that kicked off in Chennai on Friday. The main sponsors on Set Max, the official broadcaster of the INDIAN PREMIER LEAGUE (IPL)-4, are said to be spending a fortune to push visibility among the bunch of advertisers. The rates are said to have touched Rs 30 to Rs 40 crore per advertiser for each sponsorship deal, while new comers wanting to associate with the tournament are said to be spending 25-30 per cent more. The broadcaster announced that it has increased the ad rates by 20 per cent this year. According to an industry source, a month back the price for a 10-second slot was Rs 6 lakh. Last year, the broadcaster had started selling its initial inventory to advertisers for Rs 5 lakh for a 10-second spot. The channel is said to have earned around Rs 300 crore from INDIAN PREMIER LEAGUE (IPL)’s first edition and around Rs 500 crore from the second. Media experts cite these as the peak months, which explain the huge number of promotions. The official broadcaster has sold a majority of its advertising inventory. Set Max holds 10 years exclusive rights for the tournament since it started in 2008. There will be hordes of advertisements and various new campaigns from different corporate giants for the INDIAN PREMIER LEAGUE (IPL)-4 that comes on the heels of the hugely successful ICC World Cup. â€Å"We are the on-air sponsors for INDIAN PREMIER LEAGUE (IPL)-4 (mobile side). We will be heavy on advertisements and there will be various new launches in the air conditioners and mobile segments during the period,† said Ruchika Batra, general manager for southwest Asia, Samsung. â€Å"INDIAN PREMIER LEAGUE (IPL) has the whole family as an audience, which has a good impact with the prime time dominance. The advertisers will definitely get the best return. Our inventory is more-or-less sold,† said Punitha Arumugam, group chief executive officer, Madison Media. Madison’s major clients who are spending for the INDIAN PREMIER LEAGUE (IPL) include Godrej and Cadbury. Godrej has announced a nation-wide mass multi- category loyalty programme – the Godrej Power Play, probably the largest from the group so far since it started its brand re-building three years ago,† said Ashutosh Tiwari, executive vice president, strategic marketing, Godrej. The group will launch new products in the appliances and hair colour categories during INDIAN PR EMIER LEAGUE (IPL)-4. Godrej Power Play will allow consumers to participate in the INDIAN PREMIER LEAGUE (IPL) by creating their own cricket teams, exchanging players and winning prizes during the tournament. Other brands like Onida, too, have their plans laid out, though they prefer to play it safe. â€Å"INDIAN PREMIER LEAGUE (IPL) has become an important tournament now. Film releases are also postponed during this time of the year. So, it is difficult to be completely out of INDIAN PREMIER LEAGUE (IPL). We won’t be spending heavily, but yes will be visible during the period and focus more on the AC category,† said K. Sriram, vice president, sales and marketing, Onida. Companies have also come up with INDIAN PREMIER LEAGUE (IPL) specials. Recently, German automobile giant Volkswagen unveiled a special INDIAN PREMIER LEAGUE (IPL) edition of the Vento. Volkswagen is the exclusive automotive partner for both INDIAN PREMIER LEAGUE (IPL)-4 and the next season of INDIAN PREMIER LEAGUE (IPL). According to media planners, the Internet will also be a major platform. Advertisers have become active and surely do not want to miss a single opportunity to connect with the net savvy consumers. MERCHANDISE FOR INDIAN PREMIER LEAGUE (IPL) †¢ Service †¢ About Us †¢ eBay Education †¢ Our Blog †¢ Contact Us Indian Premier League Merchandise [pic] How iStreet used eCommerce platform effectively to sell INDIAN PREMIER LEAGUE (IPL) merchandises INDIAN PREMIER LEAGUE (IPL) and eBay Connection INDIAN PREMIER LEAGUE (IPL) or Indian Premier League has become one of the most watched and most entertaining events in India and across the globe too. The Board of Control for Cricket in India (BCCI) started it in the year 2008 with eight teams; since then, it has become more fascinating, exciting, and entertaining mega event for cricket viewers all around the world. Observing the love and franticness for this mega event, eBay India came up with an initiative to offer a unique opportunity for die-hard cricket fans. They partnered with several branded apparel companies, so that cricket fans all across the world can access INDIAN PREMIER LEAGUE (IPL) merchandise of all eight teams (Kings XI Punjab, Kolkata Knight Riders, Royal Challengers Bangalore, Chennai Super Kings, Delhi Daredevils, Mumbai Indians, Deccan Chargers and Rajasthan Royals) at a click of a button. INDIAN PREMIER LEAGUE (IPL) merchandise on offer were T-shirts, jerseys, caps, backpacks, footwear, key chains, collectibles, cheering sticks, wrist bands, and many more. How iStreetacted as a lynchpin to sell INDIAN PREMIER LEAGUE (IPL) merchandises? We, at iStreet, offer a complete eCommerce solution – right from managing inventory to imaging the products to managing product listings to shipping of products to customer service – to take away the complexities associatedwith eBay selling. In other words, we use smart and effective tools to help merchants and businesses to make the optimum use of the eCommerce platform. More importantly, we help merchants and businesses to streamline their work process related to online buying and selling activities through our expertise in eCommerce domain. Above all, all these help to bridge the gap of reaching attractive online marketplace like eBay, and to provide total solution to build business at eBay. How we pulled it off? We, at iStreet, realized catering to the wide interests of online shoppers, who are die- hard cricket fans, and meeting the challenge to assist eBay India in its operations was a difficult but exciting task. However being accoutered with the required resources and a vast experience of selling thousands of products online, we successfully managed to assist eBay in selling most INDIAN PREMIER LEAGUE (IPL) merchandises. This was done through product image management, catalogue pricing, listing management, and fulfillment. More importantly, key performance metrics were used in the entire process right from market assessment to implementation to achieve the desired result. Thus with its unique strategy, and smart brand and channel management, we havemade it a habit to accept newer challenges to set new milestones. FAN CLUB FOR INDIAN PREMIER LEAGUE (IPL) [pic] mig33 has tied up with five Indian Premier League (INDIAN PREMIER LEAGUE (IPL)) teams and launched dedicated mobile fan clubs for each of them. The teams are Kings XI Punjab, Chennai Super Kings, Delhi Daredevils, Royal Challengers and Deccan Chargers. With this initiative, mig33 will help teams connect with their fan base in India and abroad through their handsets. The service would enable free; access to chat rooms, instant messaging, profiles, news and photo sharing, updates and gossip are easy to navigate once downloaded. High on cricket fever Besides sponsoring Kolkata Knight Riders (KKR), Sprite has rolled out a new communication initiative for the INDIAN PREMIER LEAGUE (IPL), 2009. As part of brand’s 360- degree plans, Shah Rukh Khan, Bollywood superstar and owner KKR, Saurav Ganguly, captain, KKR, and some other members of the team including Murali Karthik and Ajit Agarkar would feature in the new campaign. The campaign links Sprite with KKR’s no-nonsense, cut-through, competitive spirit with the tag line, â€Å"Korbo, Lorbo, Jeetbo Re† Shopping mania HomeShop18, the country’s first 24-hour home shopping channel from the Network18 Group, has launched a nationwide promotion, Sabki Jeet Pakki, to mark its one-year in business. The anniversary bash will feature a lucky draw where a customer who purchases from the HomeShop18 TV channel during the promotion period will be eligible to win exciting prizes. In addition, there are assured gift certificates worth Rs 500. It needs to be mentioned that within a year of its launch, HomeShop18 has arranged an impressive array of over 20,000 products, and boasts of a footprint in over 2,400 cities with over 25% repeat customers ARTICLE ON INDIAN PREMIER LEAGUE (IPL) YOUNGISTAN [pic] By Divya Gururaj Managing Director, MediaCom â€Å"Sports are a great window on the society† -David Halberstam, Pultizer Prize-winning author/journalist Which brings us to our biggest sports hoopla in India – INDIAN PREMIER LEAGUE (IPL). On the back of millions of dollars, sinful player bids, unparalleled press coverage, star quotient, imported cheerleaders, was launched the INDIAN PREMIER LEAGUE (IPL) spectacle. The television ratings are big, the stadiums are packed to capacity, the team anthems jam radio airwaves INDIAN PREMIER LEAGUE (IPL) is suddenly the biggest thing to hit India. So, does the INDIAN PREMIER LEAGUE (IPL) success reflect a changing India, or is it just fantastic marketing? Possibly, a bit of both. The INDIAN PREMIER LEAGUE (IPL) capitalises on mirrors some emerging consumer trends therein lies its success. n India Shining: It’s now India’s moment of glory that’s what our GenX believes wants. India bidding for the world’s best players, Indians captaining global stalwarts – INDIAN PREMIER LEAGUE (IPL) is an Indian takeover of cricket. Whatever the outcome of INDIAN PREMIER LEAGUE (IPL) final, it will still be an India win. Unlike the often stressful moments leading to disappointing outcomes of our national team versus another country, INDIAN PREMIER LEAGUE (IPL) is a total win-win for India. The Best The World Has To Offer: Unlike their parents, today’s Indians are familiar with the world’s best latest. And they will not settle for less. INDIAN PREMIER LEAGUE (IPL) is just that. The best players from across the world, the cheerleaders flown in, the best brands offering customised merchandise, stadiums all spruced up, McD burgers CCD coffee on the stands. Even the spiffy, MI3 looking, walkie-talkie toting, security guards at the stadiums are so different from the portly bored policewallahs who would earlier herd crowds. Watching an INDIAN PREMIER LEAGUE (IPL) match live is actually a world-class experience (if you just ignore the parking hassles). Metros Going Global: Mumbai, Chennai, Kolkata are no longer about the Ghats, the Madrasis the Bongs. The IT ITeS boom has made our metros into multicultural, multilanguage, multiethnic, melting pots, with enough Gora presence. The INDIAN PREMIER LEAGUE (IPL) teams reflect just that. Homogeneous yet heterogeneous. Saurabh Tiwari, Manish Pandey Harbhajan’s being on the Mumbai Indians team will be giving sleepless nights to Raj Thackery his MNS. But that’s what our cities are today that’s what we have come to accept. Fast Furious: Time is at premium patience a forgotten virtue. For a young India, INDIAN PREMIER LEAGUE (IPL) is instant gratification. Three hours of excitement fast-paced action. Unlike other sports, in T20 there is some scoring every minute of the game. And when there is a break in the game, the cheerleaders ensure that the crowds remain titillated the adrenaline continues to flow. Pretty much the 2 minute-noodles-with-added-masala formula. Its time has finally come. Page 3 Is The Way To Be: In a country obsessed with Bollywood cricket, INDIAN PREMIER LEAGUE (IPL) has just the right mix. The star quotient in sports has never been so high. Our Bollywood team owners along with their glitterati friends have widened INDIAN PREMIER LEAGUE (IPL) from sports page to Page 3. There is something in it from everyone – from the crazy cricket addict, to his SRK obsessed girl-friend – INDIAN PREMIER LEAGUE (IPL) covers it all. The glitzy team uniforms (how can we ignore the gold silver pads), the Hollywood inspired team names of course, the Washington Redskins have caught a nation’s imagination. In fact, cheerleading is all set to debut as the latest career option for the young, swinging Indian. Show Me The Money: Money opulence rule. Our youngistan is obsessed by big money, bigger salaries, side money at the BPO, quick bucks on the Stock Exchange. To have is great, to have not is a non-option. INDIAN PREMIER LEAGUE (IPL) is the mother of big money. 160 players have been paid, unheard-of-dreamt-of money. And that is a big draw– we are hooked to guys with big money. Remember Harshvardhan Nawathe, the first KBC winner how his winning episode doubled the already huge KBC ratings? Desperately Seeking Entertainment: Couch potatoes we no longer are. But so far, apart from the saas-bahu sagas, entertainment was limited to shopping, eating cinema. INDIAN PREMIER LEAGUE (IPL) is a great new hangout, evident by the stands packed mostly with young males 15-25 years, SEC AB, having the time of their lives. The festive atmosphere created by the cheerleaders, speakers blaring the team anthems Bollywood songs, all add to the picnic. But clearly, Indians are starved for some out-of-home entertainment. Media Maketh The Man: Our Indian idols are all created by media. Be it a Khali who emerged out of nowhere, a Prince who fell in a well, or Bhajji-Sree whose slapping is still hogging airtime. INDIAN PREMIER LEAGUE (IPL) has provided media with all the big bucks, glamour the sleaze which makes for great PR coverage. And the 25% increased ratings of the news channels are also reflective of an India which is lapping up sleaze, gossip tabloid journalism. Ready For Change: At home also, the shenanigans on-field, be it the cheery cheerleaders or the bad Bhajji, are a welcome relief for soap fatigued families, evident by the high TRPs of INDIAN PREMIER LEAGUE (IPL) the falling fortunes of daily soaps. INDIAN PREMIER LEAGUE (IPL) offered a whole new experience India was ready to give it a try. Of course, since most of India is a single-TV home, it also shows that, finally, the males have got hold of the remote. Changed But Rooted: Comparing INDIAN PREMIER LEAGUE (IPL) our recent debacles in hockey. Hockey through the years has remained as it was. Cricket has evolved – from tests to ODIs to 20-20s now to league. Yet, there is heritage, tradition familiarity. Our great grandparents played cricket went to watch test matches (all five days of it). INDIAN PREMIER LEAGUE (IPL) is not a complete break from the past, yet its keeps pace with changing times. Whether the Ambanis or the Mallayas are able to milk this, their latest cow, remains to be seen. But what they Lalit Modi have created, perhaps truly represents the pulse of a nation. And a summer to remember. Cheer Leaders For INDIAN PREMIER LEAGUE (IPL) [pic] INDIAN PREMIER LEAGUE (IPL) for more publicity got INDIAN PREMIER LEAGUE (IPL) Cheer Leaders †¦ Got great advantage but went thru a lot of difficulty and negative publicity too Article with the worst publicity by Times Of India – May 11, 2011, INDIAN PREMIER LEAGUE (IPL) cheerleader Gabriella Pasqualotto thrown out for blogging on flirtatious players Zee news â€Å"Cheerleaders in INDIAN PREMIER LEAGUE (IPL) like walking porn† WWW. SIFY. COM INDIAN PREMIER LEAGUE (IPL) cheerleader sacked for naming ‘naughty’ players http://blogs. wsj. com – Mumbai Indians Cheerleader Sacked for ‘Secret’ Diary KEY FEATURES OF INDIAN PREMIER LEAGUE (IPL) [pic] The INDIAN PREMIER LEAGUE (IPL) or Indian Premier League is a 20-20 format cricket tournament. This league was formed by the Board of Cricket Control of India (BCCI) and sanctioned by the International Cricket Committee (ICC) INDIAN PREMIER LEAGUE (IPL) has been conceived on the lines of the English premier league and NBA, where local teams with a defined fan base play against each other ? INDIAN PREMIER LEAGUE (IPL) has eight teams sold to franchises for perpetuity. These franchises can run the league in their individual styles and can raise res ources from the primary market. ? SONY-WSG has bagged broadcasting rights for 10 years for US$918mn, excluding marketing for US$108mn ? The franchise amount collected is US$724mn, with each of the clubs being sold for US$67-112mn, depending on the city. A total of 59 matches were played BROADCASTING RIGHT [pic] †¢ TELEVISION RIGHTS: The BCCI created history when it sold television rights to Sony–World Sports consortium for US$1. 02bn †¢ TITLE SPONSERS: On February 13 2008, Indian real estate developer DLF Universal secured exclusive rights to the INDIAN PREMIER LEAGUE (IPL) title sponsorship worth Rs 200 crore (over $50 million) for five years. Indian Premier League Vs. Indian Cricket League VS [pic] Difference between INDIAN PREMIER LEAGUE (IPL) and ICL Unlike the Indian Cricket League (ICL), the INDIAN PREMIER LEAGUE (IPL) is an official sanctioned Twenty20 tournament. Owing to its recognition by the International Cricket Council (ICC), it will enjoy a better status and international reach. Also each team has individual owners. Television Rights On January 14, 2008, it was announced that a consortium consisting of India’s Sony Television network and Singapore-based World Sports Group secured the rights of the Indian Premier League. The record deal is for ten years at a cost of US$1. 026 billion. As part of the deal, the consortium will pay the BCCI US$918 million for the telecast rights and US$108 million for the promotion of the tournament. The BCCI announced that the bulk of the profit from this deal would initially go to the INDIAN PREMIER LEAGUE (IPL) franchises themselves, gradually reducing this amount over the duration of the contract. Network Ten has purchased the rights to show every game live in Australia on free-to-air television for the next five years at a cost of AU$10 – $15 million. Title Sponsorship Rights Indian real estate developer DLF Universal secured exclusive rights to the Indian Premier League title sponsorship worth INR 200 crore (over US$50 million) for five years. Franchises The magnitude of the Indian Premier League was confirmed when the winning bidders for the eight franchises were announced on January 24, 2008. While the total base price for auction was US$400 million, the auction fetched US$723. 59 million. The official list of franchise owners announced and the winning bids were as follows. Franchise owner and price paid Bangalore – Vijay Mallya/UB group – USD 111. 6 million Chennai Super Kings – India Cements – USD 91 million Delhi DareDevils – GMR group – USD 84 million Hyderabad – Deccan Chronicle – USD 107 million Jaipur – Emerging Media (Manoj Badale, Lachlan Murdoch, Suresh Chellaram and investors) – USD 67 million Kolkata – Shah Rukh Khan’s Red Chillies Entertainment in partnership with Juhi Chawla and Jay Mehta – USD 75. 09 million Mohali – Preity Zinta, Ness Wadia (Bombay Dyeing), Karan Paul (Apeejay Surendera Group) and Dabur’s Mohit Burman – USD 76 million Mumbai – Mumbai Mukesh Ambani’s Reliance Industries Limited – USD 111. 9 million. Entertainment industry is treated as the most prominent and emerging industry in the whole world. It is growing at rate faster than any other industry in the world even in this time of recession. Indian premier league has opened the doors to the next big media movement. India is one of the fast growing markets in the world and INDIAN PREMIER LEAGUE (IPL) and ICL has provided it with another media explosion. The current estimate of Indian entertainment and media industry are at INR 353bn ($8. 2bn). It is estimated to grow at a rate of 19 percent for the next five years. REVIEW INDIAN PREMIER LEAGUE (IPL) and ICL are two products that was able to create an impact in the marketing industry by providing services to an industry which was very hungry for products like that. Both this products created a value by offering the best entertainment possible. The definitions provided by Kotler proves right in case of this products. â€Å"Marketing is a social and managerial process by which individuals and groups obtain what they want and need through creating, offering and exchange products of value with others† -(Kotler,1991). Marketing is the most important factor for any industry. There are different ways in which different industry uses the marketing strategy for the effectiveness of their success. Marketing is a very wide concept it starts when we think of product, then we plan, and then create the product and finally we sell the product. It uses different strategies to accrue competitive edge in the market( Porter’s,1997). This strategies are widely used in this report to understand the different kinds of approaches this companies have adopted to target the customers. SWOT and PEST analysis is used in the report to understand the macro forces that are currently active in the industry. Kotler’s and Porter’s analysis is used throughout the report to understand the marketing mix, marketing strategies and macro forces. INDIAN PRIMIER LEAGUE: THE NEXT GENERATION OF CRICKET INDIAN PREMIER LEAGUE (IPL) is expected to earn 2 billion dollars to BCCI (Board of cricket control board of India in the next 5 years. INDIAN PREMIER LEAGUE (IPL) had bring a revenue of 1200crore rupees in the first year more than double the entire sports budget of India of 490crore rupees. INDIAN PREMIER LEAGUE (IPL) is considered as recession proof. Because of General elections in India INDIAN PREMIER LEAGUE (IPL) had to move to South Africa as the Government of India was unable to provide security for the event. In 2008 Set Max channel’s (SONY Entertainment) revenue market share has raised from a pre-INDIAN PREMIER LEAGUE (IPL) level of 5. 7% to 28. 8%, says the report. Its share of prime time has gone up to 29%, higher than the cumulative market share of the top nine Hindi general entertainment channels. From next year, Sony is projected to gross about Rs 650crore in advertising revenue for about 45 days of INDIAN PREMIER LEAGUE (IPL), which would be 7% of the entire estimated TV ad revenue of around Rs 9,000crore for the whole year. (http://Indian Premier League (IPL). timesofindia. indiatimes. com/articleshow/msid-3084001,prtpage-1. ms) OPENING DOORS TO THE BIGGEST MEDIA MOVEMENT [pic] ? Indian premier league created a new era of marketing sports in India. In this report I have tried to sort the similarities and difference it has with Indian cricket league. ? INDIAN PREMIER LEAGUE (IPL) is a US2bn property , it is attempt to sell cricket as a reality show ? Like England it has succ essfully promoted club culture in India for the first time. ? INDIAN PREMIER LEAGUE (IPL) provides a new entertainment genre which cut across borders. ? It is used as a means to promote some brands (UB group) and some consider it as an investment(e. . India cements). ? First edition of INDIAN PREMIER LEAGUE (IPL) has earned 1200crore profit that is double the amount Indian government spends for its entire sports budget. ? The market value of the teams has grown more than 300 percent this year. ? It is a concept sell. ? The main sponsor of INDIAN PREMIER LEAGUE (IPL) is DLF Teams, players and every small aspect related to INDIAN PREMIER LEAGUE (IPL) has become an INDIAN PREMIER LEAGUE (IPL) product INDIAN CRICKET LEAGUE (ICL)- THE UNDER DOG [pic] ICL or India cricket league is a parallel private cricket league runs with INDIAN PREMIER LEAGUE (IPL). It has got both versions of cricket that is 50 over and 20 over format of the game even though more emphasis is given to the 20-20 format. When started INDIAN PREMIER LEAGUE (IPL) consisted of 6 teams then by 2008 it has been increased to 8 and then in the second half of the year by 9. Board of cricket control of India considers ICL as unauthorised league and it has barred ICL players from taking part in any tournament hosted by ICC or BCCI. Indian cricket league still has its share of audience. It has got international players from almost all the cricket playing nations. It is headed by one of the legends of Indian cricket Mr. Kapildev, former captain of world cup winning team of India. ICL has got players like Brain Lara, who is considered as one among the top 3 players the world has ever produced. ? ICL is launched by Subhash Chandra in May 2007. ICL is a unique concept in cricket after Zee was not able to secure rights of the World Cup 2011. ? Subhash Chandra owns ICL unlike the eight teams in INDIAN PREMIER LEAGUE (IPL) owned by different franchises. ? ICL has more than 200 players with 9 teams in total. ? ICL investment is more than 1billion dollars in total. ICL has three event televised in a year compared to INDIAN PREMIER LEAGUE (IPL) which only have one. ? ICL has faced problems in finding grounds. ? It has generated revenue of 750 million in the first 3 years. BROADCASTING RIGHT First season of ICL was played in only one venue. The second season was more successful as ICL was able to secure three venues for 24 matches. ICL was able to telec ast matches on Zee Sports and Ten Sports. Other telecasters include Geo Super in Pakistan, Astro Telkom Malaysia, Starhub in Singapore, Showtime Arabia in Middle-East, Zee Sports in USA Canada and Zee Cinema in United Kingdom Europe. Global rights have been sold for US$10mn. TITLE SPONSERS: Edelweiss was the title sponsor with Rs150mn (for ten years) OTHER SPONSERS: JVC, Aircel, Vodafone and Intel were associate sponsors MARKETING MIX INDIAN PREMIER LEAGUE (IPL) 1. The production of INDIAN PREMIER LEAGUE (IPL) as a service product is exemplified by the mere volume of the production of revenue from every aspect of the game. 2. Teams, players and every small aspect related to INDIAN PREMIER LEAGUE (IPL) has become an INDIAN PREMIER LEAGUE (IPL) product. 3. Factors like material management for stadiums, players, Facilities arrangement for players, spectators, Guests, etc transportation management and allied activities require a proper management and BCCI has made all possible efforts to provide with the best facilities to everyone from spectators to players and third parties involved 4. One of the leading products in the segment. ICL Both INDIAN PREMIER LEAGUE (IPL) and ICL are having similar product. What ICL has is that, apart from the 20-20 match up, ICL has also planned to introduce 50 over match by 2010. Other than that both INDIAN PREMIER LEAGUE (IPL) and ICL have similar products. INDIAN PREMIER LEAGUE (IPL) 1. The venue chosen for the cricket matches was a strategic choice of places which are named after franchisees, which helped attract people. ICL 1. In first phase ICL they only had one stadium. Now it has 3 stadiums in India, to an extend it was a barrier in attracting crowd from various places. INDIAN PREMIER LEAGUE (IPL) 1. Follows a policy of price leadership strategy. 2. It also uses premium pricing strategy. 3. Gate revenues in INDIAN PREMIER LEAGUE (IPL) are largely dependent on stadium capacity and purchasing power of city. They are expected to vary between Rs200-Rs5, 000 premium seating. 0% of tickets will go to INDIAN PREMIER LEAGUE (IPL). Internationally, most of these teams own stadiums ICL 1. Penetration pricing 1. Uses all medium of advertisement it includes TV, newspaper, internet, billboards etc. 2. It follows the princIndian Premier League (IPL)e of controversy marketing. Marketing controversy either way, the end result is unparalleled cove rage; residual awareness of your product, which later most definitely translates into brand recall, and even sales. 3. Live concerts. 4. Uses film stars like Sharuk khan, Akhsay Kumar etc for promotion. 5. Grant opening ceremony. 6. Worldwide telecast. MARKETING ENVIRONMENT There are several actors and forces present in the industry that determine the fate of the product, INDIAN PREMIER LEAGUE (IPL) and ICL is no exception to this. We can classify those macro forces mainly into 6 groups 1. Demographic environment 2. Physical environment 3. Economic environment 4. Technological environment 5. Socio-cultural environment 6. Political and legal environment (Marketing management 12th edition(12e) by kotler and keller page numer-27) I have used two variables in SWOT analysis to understand the macro environment that is OPPUTUNITIES and TREATS and to understand the micro environment STREGTH and WEAKNESS is used. SWOT ANALYSIS STRENGTH ? INDIAN PREMIER LEAGUE (IPL) is based on the 20-20 format of cricket which would be completed within 3 hours. It is fast-paced and exciting, and more over it can be played in weekend or weekend afternoons. That makes it appealing like American football, basketball and soccer. It will appeal both to TV audience and as a spectator sport. ? INDIAN PREMIER LEAGUE (IPL) structure is such that all the aspects works in great balance to maximise the profit. ? India is cricket crazy nation so it is easy to promote the products like INDIAN PREMIER LEAGUE (IPL) and ICL. WEAKNESS 20-20 has become so popular that it can damage the other forms of cricket that is 50 over game and test cricket. ? There is always a distance from fans as it is difficult for everyone to get into the ground to see the matches. ? It is very difficult for sports and business to go together, business needs quick results but in a team sport it might time gel a group together. If management and team a re two levels it creates problems for the players. OPPURTUNITIES ? INDIAN PREMIER LEAGUE (IPL) is very attractive as a marketing communication opportunity since it has a large potential mass audience, especially for advertisers and sponsors. If the franchisees are able to generate a large fan base then it will be able to generate a large TV revenue ? Fan are of different types so there will be more corporate hospitality, season tickets, away tickets, TV pay-per-view and other ways to segment the markets for INDIAN PREMIER LEAGUE (IPL) ? Opportunity for merchandising is very huge e. g. sales of shirts, credit cards and other fan memorabilia. Grounds can also sell refreshments and other services during the game. ? This version helps to gain more youngsters to game and this will create a long term fan base for the frachesies. Their parents and older cricket fans may still prefer older forms of cricket. Youth market will also force the other to buy the product as status symbol. ? India has traditionally high inflation rate but the franchise has to pay only a fixed rate still 2017-18 means the investment is safe. THREATS ? Revenue will be more for highly supported team not for the highly priced team. ? Franchises are highly expensive. The most expensive team was brought by mukesh ambani for $111. 9million and the lowest Rajasthan royal for $67million. If the fan basis does not generate enough income then it will be difficult to pay the salaries for the players. ? If the best invested players don’t play well then you may not see the return on investment. ? The return on investment will have to for the long term as we cannot expect fast returns from all quarters quickly. ? It is the responsibility of the board of cricket control board of India to keep the level of competition with the other boards. It is the responsibility of the board to attract the top names of cricket to India. To understand macro forces in detail PEST analysis is used. PEST ANALSIS POLITICAL FACTORS ? Government of India was unable to provide security for the 20-20 tournament so it had to move to South Africa with immediate effect. ? Terrorism and political instability still remains a problem in India. ECONOMIC FACTORS ? Indian economy is facing deflation (. 12) so the investment in short term is not a safer option. ? Recession in world economy is another major issue so the purchasing power of the customer is considerably week ? INDIAN PREMIER LEAGUE (IPL)’s second edition had to move to South Africa it will cause a minimum loss of 250 crore rupees for the government of India in the form of taxes. As the stadiums in South Africa are comparatively smaller than India, it will cause the franchisees to loss another 50 crore rupees. ? Still Indian economy is growing at a faster rate than any other country except China and cricket is the life blood of almost every Indian. ? INDIAN PREMIER LEAGUE (IPL) is expected to bring BCCI 4500 crores in the next 10years. SOCIAL FACTORS ? India is a cricket crazy nation so the promotion of cricket is not at all an issue for the franchisees. ? 20-20 cricket is able to attract the young population of India. TECHNOLOGICAL FACTORS Cable television is still not available to large population of India. LIKELY EFFECTS ON THE INDUSTRY IN NEXT 12 MONTHS India is expected to grow at rate of 7 percent. Cricket has got a large fan base in India and it the only one industry in India expected outperform the effects of recession. Recent biding for player is an example for this effect. If the government of India can provide enough security then cricket will bring enough money for the economy. At the beginning of 2010 INDIAN PREMIER LEAGUE (IPL) will have 4 more teams that mean more money in the economy and growth in the sector is bound to increase. All the INDIAN PREMIER LEAGUE (IPL) franchisees will earn profit from this year as already 3 teams were able to generate profit in the first year itself. INDIAN PREMIER LEAGUE (IPL) from this year onwards will have a new market also in the form of South Africa. This will increase the viewership and it will also make International cricket council to find specific time slot for INDIAN PREMIER LEAGUE (IPL). TV revenues is expected to grow as INDIAN PREMIER LEAGUE (IPL) governing body has decided to have another brake of 5 minutes in between . RESEARCH METHODOLOGY Extensive research was carried out for the successful completion of this project. Both primary and secondary data were collected from various Sources. PRIMARY DATA: The main data was collected from the zonal office of INDIAN PREMIER LEAGUE (IPL) situated in Mumbai. An email which contains the typical details and strategies was received as feedback. The Marketing wing of both INDIAN PREMIER LEAGUE (IPL) ICL was contacted for preparing this assignment. Due to expense factor, communication was mostly done via email. The marketing department gave relevant information about the data. SECONDARY DATA: The secondary data in this study is collected from various magazines, Newspapers and Websites. Analysis and others parts are done on the basis of these secondary data and knowledge collected from the marketing lectures. LIMITATIONS My study is based on Primary data collected was only through phone and e-mail. The data from the primary source was very limited and it does not give the real picture of the Indian Entertainment Industry. The transparency of the data that is available is not entirely trustworthy. The net worth worth of the entertainment industry and the actual worth is not always the same. The time scale for studying the entire assignment was short. Such a vast case cannot be studied in a short span. There was also geographical constrains in collecting the data. Another important limitation was the communication gap. The only ways possible which could be effectively utilised were the telephone and e-mails. But these took lot of time as this entertainment industry is so scheduled. DISCUSSION INDIAN PREMIER LEAGUE (IPL) Commissioner Lalit Modi is confident that recession will have no impact on the tournament. He told CNN-IBN on 5th February that â€Å"the glitzy Twenty20 league is virtually recession proof† Lot of experts also believe that INDIAN PREMIER LEAGUE (IPL) is one industry that will do well even in this time of recession. This research tries to bring out the after-effects’ of such a system and its influence in various segments of people. My own analysis also prove that the above statement is true because the valuation of one of the teams of INDIAN PREMIER LEAGUE (IPL) that is Rajasthan Royals has gone upto 3733 percent appreciation in its share value. This fact shows that there is a growing interest in this product. (http://Indian Premier League (IPL)cricket4u. com/2009/02/05/long-term-contracts-make-Indian Premier League (IPL)-recession-proof-modi) One of the hot debate about the form of cricket is that 20-20 format kills Test cricket . As per Rahul Dravid one of the most successful Indian cricketer â€Å"T20 is unique and lot of young Indian players are excelling in this format. Whether they can take this confidence to the next level is debatable. It’s not going to be easy and the skills with which you achieve success in T20 may not help you give you success in Ranji and Tests† But the continuous success of Indian cricket in all forms of cricket in the last 2 years proves that this analysis of Rahul proved to be wrong. The confidence these youngsters have gained from 20-20 proved to useful in the other forms of cricket also. http://www. Indian Premier League (IPL)cricketlive. om/Indian Premier League (IPL)/indian-premier-league-quotes CONCLUTION INDIAN PREMIER LEAGUE (IPL)’s ability to sustain and grow its popularity in the long-term depends on the ability of individual franchises to break out and become large media properties on their own. Franchisees may also have to increase their marketing and promotional spends to effectively monetise their fan base and build brands out of their respective teams. Apart from finding more team sponsors, franchisees may try to increase the mix of premium seating in their home stadiums. At the moment a bit might be  too  different if we look INDIAN PREMIER LEAGUE (IPL) and ICL. In  the recent  format  advantage  can  be  taken  by  organising   matches  between   this  two winners that is more matches can be played between the two leagues. In the coming year more innovation is expected we might be able to see 10-10 or a 5-5 over format of cricket. Recession VS INDIAN PREMIER LEAGUE (IPL) Modi said INDIAN PREMIER LEAGUE (IPL) will not be hit by INDIAN PREMIER LEAGUE (IPL) but unfortunately it did – by article on http://cricketnext. in. com/news/recession-wont-hit-Indian Premier League (IPL)-auction-modi/37855-14. html And http://www. Indian Premier League (IPL)ticket. om/2009/01/Indian Premier League (IPL)-season-2-recession-hits-Indian Premier League (IPL). html CRICKETNEXT – With big names such as Pietersen and Flintoff, the second INDIAN PREMIER LEAGUE (IPL) auction in Goa next week will be eagerly watched. INDIAN PREMIER LEAGUE (IPL) chairman Lalit Modi tells CNN-IBN that he expects the auction to generate quite a bu zz despite the economic recession INDIAN PREMIER LEAGUE (IPL)TICKET – The year  2007-08 saw sackings like never before in the world of cricket. From  coachesto CEOs and  officials  of all kinds, almost  everybody  was shown the door for reasons notpertaining  to performance alone. The year  2008-09  promises  to be a  little different. The year  2008-09  promises  to be a  little different. This year, it won’t just be  coachesand  officials  getting  the pink slips; even cricketers will get them. At least three  franchisees  of the  Indian Premier League  (INDIAN PREMIER LEAGUE (IPL)) have already taken thenecessary  steps to downsize their teams. The marching orders are likely to be served at the junior level. While Mumbai Indians plan to bring down their 27-member contingent to 18, teams like Deccan Chargers and Delhi Daredevils are planning similar moves. . So what has triggered the move? Recession? Not really if the  franchisees  are to be believed. Simply put they have grown wiser in the second year. â€Å"Last year, we were very new to the concept and it all happened so fast. But this year onwards, expect most of the teams to work on a target-based princIndian Premier League (IPL)e. They know exactly what they’re going to be eyeing for or in terms of cricket, what their team composition is going to be during the two-month period,† says a franchise official. Chargers have given Adam Gilchrist and Darren Lehmann, captain and coach respectively, the entire responsibility of manning team  requirements. Of course, as one Chargers official suggests, this has come with a rider to get rid of all extra costs. â€Å"In general, most  franchisees  now have a better idea of a core group functioning. Similarly, the captain, coach and senior players have a good understanding of the kind of team required. We’re going to stick to that,† he says. Other than the under-19 players (two per franchise), bought on a three-year contract during the 2008 auctions after India won the World Cup in Malaysia, most of the fringe players, picked from the domestic circuit, will in all likelihood be dumped. Mumbai Indians are tight-lipped for now, waiting for Sachin Tendulkar to give his nod, before the axe is wielded. â€Å"It’s going  to be a  common affair with the economic scenario so depressing. It won’t be the case with Mumbai alone,† says an official involved closely with the Mumbai cricket. EXCESS BAGGAGE At least three INDIAN PREMIER LEAGUE (IPL)  franchisees  have already taken the  necessary  steps to downsize their teams. The marching orders are likely to be served at the junior level, most of them being fringe players. Mumbai Indians plan to bring down 27-member contingent to 18; waiting for Tendulkar’s nod. Teams like Deccan Chargers and Delhi Daredevils are planning similar moves. The reason? Teams want to work on target-based princIndian Premier League (IPL)e. INDIAN PREMIER LEAGUE (IPL)  A  GAME  OR  BUSINESS TV,Internet,Newspapers Everymedium is flooding with DLF INDIAN PREMIER LEAGUE (IPL),a privateevent; that above all,explains the successof Indian Premier League. For a privateevent ,entire media is fighting to give freeof cost coverage! Strange ,but  Interesting! So what marketing and branding strategyhas worked in favour of INDIAN PREMIER LEAGUE (IPL)? Charm Of INDIAN PREMIER LEAGUE (IPL): †¢ Mega Event †¢ To keep it focused in 20 overs †¢ It structured teams around states †¢ By following a well tried  internationalmodel of clubs and player auctions †¢ Media hype †¢ Board of Cricket Control in India †¢ Shah Rukh Khan, Preity Zinta and ShilpaShetty Cost of teams: †¢ Rajasthan  Royal  $67mn †¢ Kolkata  Knight  Riders  $75. 09mn †¢ Delhi  Daredevils  $84mn †¢ Kings  XI  Punjab  $76mn †¢ Royals Challengers Bangalore $111. 6mn †¢ Hyderabad  Deccan  Charges  $107 †¢ Chennai  Superkings  $91mn †¢ Mumbai  Indians  $111. 9mn Sahara  Pune  Warriors  $370mn †¢ 10 Kochi $333. 33mn Valuation 1. Rajasthan Royal $45. 2mn 2. Kolkata Knight Riders $46mn 3. Delhi Daredevils $40. 5mn 4. Kings XI Punjab $36. 1mn 5. Royals Challengers Bangalore $41. 9mn 6. Hyderabad Deccan Charges $34. 4 7. Chennai Super kings $48. 8mn 8. Mumbai Ind ians $40. 8mn Team composition rules are: Sponsorship: A deal with beer and airline conglomerate Kingfisher at $26. 5-million [pic] So where is the money coming from†¦ Media Right |Central revenue |Money raised by franchise |Franchise Bid Money | |$1billion for 10yrs |Title sponsorship of event |Selling advertisement for stadia |Cost of teams | |Sony |Licensed merchandise |Licensing products | | | | |Merchandise sale | | | | |Advertising on ticket | | | | |Gate money | | Money Sources |BCCI |Franchise |Players | |Media Right |20% |72% |8% | |Central Revenue |40% How to cite A Project on Ipl., Essay examples

Hello Essay Thesis Example For Students

Hello Essay Thesis hello I really like your site because i xan dins just about any papwe thqrt i nwws on here soeey about my typing. Ihave a broken finger and it is vweru hard fro me to tupe. i go to school that is called lazer. anmd it is a very good school. it is an alternative school. sorry i am typinf about stupid stuff but i cant get around not typing a paper and i have even donated a paper to this place once but thart isa ok . the more papers in here the better. Iam 16 years old i live with my mother an little five yeatr old sister i hav a brother and two other sisters that live with my dad.my grandmother is the mayor of Kalispell Montana which is where I live. This is a nice little town and I like it. I have a really good bvoyfriend. He has a daughter which is not my daughter thank gopd. but his daughter mother never takes care of her my boyfreind always has her ans i see her more trhan her mother does but that is life i guess. I dont know of anything else to write to get my 250 words. so i will just type i guess. you are cool i am cool ewvery one is cool. this site is cool my probation officer sucks. is this 250 yetWords/ Pages : 250 / 24

Obamas Rhetoric Essay Example

Obamas Rhetoric Essay Barack Obamas rhetorical style is broadly acknowledged to be one of the most outstanding examples of communication strategy in recent political oratory. His political success reinforces the thesis that language is a powerful tool to influence citizens. The relationship between power, discourse and cognition provides the theoretical framework for the present analysis of Obama? s Inaugural Address; a speech which relies on literal meanings, and above all on figurative ones. Using this speech I will demonstrate how metaphor is a powerful strategy since first, it facilitates the understanding of abstract concepts in a short time span; second, it conveys positive images that benefit the orator; and, finally, because the message conveyed is doubly powerful as it works through both auditory and visual channels. EL DISCURSO DE INVESTIDURA DE BARACK OBAMA: METAFORA Y VALORES COMO ESTRATEGIAS PERSUASIVAS PARA CELEBRAR UNA PRESIDENCIA LE DISCOURS D’INVESTITURE DE BARACK OBAMA: METAPHORE ET VALEURS COMME STRATEGIES PERSUASIVES POUR CELEBRER UNE PRESIDENCE We will write a custom essay sample on Obamas Rhetoric specifically for you for only $16.38 $13.9/page Order now We will write a custom essay sample on Obamas Rhetoric specifically for you FOR ONLY $16.38 $13.9/page Hire Writer We will write a custom essay sample on Obamas Rhetoric specifically for you FOR ONLY $16.38 $13.9/page Hire Writer RESUMEN: La estrategia retorica de Barack Obama es una de las mas sorprendentes en la oratoria politica mas reciente. Una victoria politica que refuerza la tesis del lenguaje como arma poderosa para influir en los ciudadanos. Las relaciones entre poder, discurso y cognicion constituyen el marco teorico del presente analisis en torno al Discurso de Investidura pronunciado por Obama en su toma de posesion como presidente; un discurso basado en significados literales y, sobre todo, metaforicos. Tal recurrencia mostrara el poder de la estrategia metaforica: Primero, porque la metafora facilita el comprension de conceptos abstractos en un breve espacio de tiempo; segundo, porque transmite imagenes positivas que benefician al orador; por ultimo, porque el mensaje metaforico es doblemente efectivo puesto que funciona a traves de un canal auditivo y otro visual. PALABRAS CLAVES: oratoria politica; poder; estrategia; metafora; cognicion. SUMARIO: 1. Introduccion 2. Procedimiento 3. Funcion antropologica de la metafora en el Discurso de Investidura de Obama 4. Las metaforas belicas, del edificio y el viaje en el Discurso de Investidura de Obama 4. 1. La metafora belica 4. 2. La metafora del edificio 4. 3. La metafora del viaje 5. La retorica de los valores 6. Conclusion RESUME: La strategie rhetorique de Barack Obama est l’une des plus surprenantes de l’art oratoire politique le plus recent. Une victoire politique qui renforce la these du langage comme arme puissante pour avoir de l’influence sur les citoyens. Les relations entre pouvoir, discours et cognition constituent la delimitation theorique de cette analyse autour du Discours d’Investiture prononce par Obama lors de sa prise de possession comme president; un discours base sur des significations litterales et, surtout, metaphoriques. Cette recurrence montrera le pouvoir de la strategie metaphorique: en premier lieu, parce que la metaphore facilite la comprehension de concepts abstraits dans un bref espace de temps; deuxiemement, parce qu’elle transmet des images positives qui profitent a l’orateur; enfin, parce que le message metaphorique est doublement effectif etant donne qu’il fonctionne par l’intermediaire d’un canal auditif et d’un canal visuel. MOTS CLES: art oratoire politique; pouvoir; strategie; metaphore; cognition. SOMMAIRE: 1. Introduction 2. Notre approche 3. Fonction anthropologique de la metaphore dans le Discours d’Investiture d’Obama 4. Les metaphores de guerre, du batiment et du voyage dans le Discours d’Investiture d’Obama 4. 1. La metaphore de guerre 4. 2. La metaphore du batiment 4. 3. La metaphore du voyage 5. La rhetorique des valeurs 6. Conclusion KEY WORDS: political oratory; strategy; metaphor; cognition. power; SUMMARY: 1. Introduction 2. Our approach 3. Embodied function of metaphor in Obama’s â€Å"Inaugural Address† 4. War, construction, and journey metaphors in Obama’s Inaugural Address 4. 1. The war metaphor 4. . The construction metaphor 4. 3. The journey metaphor 5. The rhetoric of the American values 6. Conclusion Fecha de Recepcion Fecha de Revision Fecha de Aceptacion Fecha de Publicacion 15/04/2011 17/10/2011 18/11/2011 01/12/2011 pragmalingiuistica 19 (2011) 44-55 45 Barack Obama’s Inaugural Address: Metaphor and Values as Captivating Strategies to Celebrate a Presidency M. PILAR GUITART ESCUDERO â€Å"The words have been spoken during rising tides of prosperity and the still waters of peace. Yet, every so often the oath is taken amidst gathering clouds and raging storms†. Barack Obama, Inaugural Address, 1-20-2009) 1. INTRODUCTION Language is the only tangible vehicle to access knowledge as well as a powerful tool that influences perceptions, and behaviors (Austin, 1962; Searle, 1969). Words that evoke emotion may have a strong psychological impact on the audience (Ullman, 1969). Additionally, discursive genres are embedded in the culture and society in which they are produced. Therefore, any speech with the purpose of persuasion requires the most careful choice of language and contextual adjustment. Thus, political discourse seems to be a clear piece of evidence where rhetorical language is seen in action. This article attempts to analyse Obama’s Inaugural Address as a means of transmitting the American Dream to argue that metaphorical representation is essential to the relationships between word and action. This work will demonstrate that one reason for Obama’s success is that his linguistic choices are conveyed in captivating metaphors which often emerge from the American values. Relationships between metaphor, rhetoric and politics along with methodology used in study will be discussed in the first section. Evidence of metaphorical instances in Obama’s Inaugural Address is shown through the whole article as devices which help connect him psychologically with his audience. The second section explores the connections between Obama’s metaphors and notions related to the human body and its surrounding experience. Section three demonstrates how some metaphors work as cognitive patterns which provide whole semantic fields (Lakoff, 1980: 36; Cuenca Hilferty, 1999: 72): Political activity will be conceptualized as a battle, a construction, and a journey. The last section analyses some of the American values underlying Obamas Inaugural Address, and how, through an extremely empathic speech, the messages conveyed help connect Obama with his audience. 2. OUR APPROACH Persuasive strategies in political rhetoric are found in literal meanings, and also often in figurative. Scholars have agreed that metaphor is frequent and diverse (T. Carver, 2008; Honohan, 2008; Pikalo, 2008; Fridolfsson, 2008), ranging from election time to celebration speeches (Mieder, 2009; Vertessen Landtsheer, 2008). The reasons for such abundance of metaphors lie in the fact that they serve as both powerful learning tools and persuasive devices. A metaphor has learning power because it facilitates the understanding of messages by converting abstract notions into concrete ones (G. Lakoff, 1980; Cuenca Hilferty, 1999). Its persuasive power lies in the subliminal meanings conveyed by unconscious associations of words. Therefore, metaphor is a major means of ideological transmission appealing â€Å"to our emotions (or pathos) through unconsciously formed set 46 Barack Obama’s Inaugural Address: Metaphor and Values as Captivating Strategies to Celebrate a Presidency M. PILAR GUITART ESCUDERO of beliefs, attitudes and values. † (Charteris-Black, 2005: 175) While it projects positive images that benefit the orator, it also conveys negative ones for his adversary. Consequently, it has the power to act as an emotional stimulus whose response may significantly change listeners attitudes and actions. Finally, the message conveyed by metaphor is doubly powerful as it works through both auditory and visual channels at the same time, a verbal message and a mental image. Metaphors embody basic motives and can even appeal to international audiences (M. Osborn, 2009:81). However, metaphors often need to be adapted to the culture in which they are uttered in order to be persuasively effective (J. Aitchison, 1997: 92). Hence, not only do metaphors have a cognitive nature, but they also need to be culturally grounded. For this reason, metaphors may vary under time and space constraints as shown by diverse oratory styles (Charteris-Black, 2005; Mussolf, 2004). The theoretical framework presented in Critical Metaphor Analysis (Charteris-Black, 2004) provides an adequate approach to determine and analyze a specific set of metaphors found in Obama? s Inaugural Address. The cognitive theory of conceptual metaphor mapping is closely related to patterns of source domains usually salient to the audience. This is the reason why political activity is often considered a journey, a war, and a construction. Moreover, understanding social, cultural and ideological values is central to account for certain metaphorical choices. According to Charteris-Black (2004: 12), metaphor is an effective persuasive tool because it â€Å"taps into an accepted communal system of values. † Regarding previous works on metaphor, persuasion and ideology (Charteris-Black, 2004, Guitart, 2005; Lakoff, 2006; Mussolf, 2008), this article will demonstrate that Obama? s choice of metaphors is conscious and often carried out under the influence of a set system of values. A qualitative approach is central to this work. Therefore, it takes into account Praglejazz and E. Semino’s Metaphor Identification Procedure (2007) to determine the metaphoricity which takes place in Obama’s victory speech. MIP is based on a comparison between contextual and basic meanings. If the meaning of a lexical unit can be understood by comparing it to its basic one, the unit can be termed as metaphorical. This method focuses on the distinction between words conveying metaphorical meaning and those which do not according to context as a wide range of words can be considered metaphorical depending on different contexts. For instance, the term crusade is metaphorically intended in Bush’s rhetoric, it is interpreted as literal by many Muslims (Charteris-Black, 2004). 3. EMBODIED FUNCTION OF METAPHOR IN OBAMA’S â€Å"INAUGURAL ADDRESS† As G. Lakoff M. Johnson (1980) stated, people categorize their surrounding reality by establishing boundaries according to their own experience. In metaphorical speech, abstract notions are usually organized in physical objects, spatial orientations, and fixed structures, relating to daily human experience. Therefore, the resulting notions become more familiar, easier to understand, and are processed much faster. The human body is a productive lexical field for metaphorical creation in political discourse as Obama’s Inaugural Address demonstrates. For example, in the following excerpt, â€Å"†¦ these men and women struggled and sacrificed and worked till their hands were raw†¦Ã¢â‚¬  he uses an evaluative image related to the body term hand described as raw, and surrounded by verbs such as struggle, sacrifice, and work. In the next example, he refers to a metaphorical phrase containing pragmalingiuistica 19 (2011) 44-55 47 the words hand and fist, â€Å"To those who cling to power [ ] we will extend a hand if you are willing to unclench your fist. † Likewise, another metaphor combining bodily needs and nature appears as a parallel reference to body and mind, â€Å" ake your farms flourish and let clean waters flow; to nourish starved bodies and feed hungry minds. † Nature and natural phenomena terminology described in different ways, icy currents, rising tides, gathering clouds, water of peace and raging storms, lead us to associations with bad and good times, â€Å"†¦in this winter of our hardsh ip, [†¦], let us brave once more the icy currents, and endure what storms may come. † [†¦] The words have been spoken during rising tides of prosperity and the still waters of peace. Yet, every so often the oath is taken amidst gathering clouds and raging storms. Many inanimate beings are conceptually, and linguistically, treated as humans. In other words, typically human features and actions are assigned to institutions, countries, and organizations. Relevant consequences arise from the analogy embodied in personifications. First, listeners feel a greater identification and a more positive attitude towards the object that has â€Å"become† human. Second, personification conveys more information than literal speech in a shorter utterance, which paradoxically is processed faster. In Obama? Inaugural speech, the word America undergoes a process of personification which results in a captivating metaphor because of its affectionate tone. For example, we read about ? Americas birth? , in other words, an America who is born into a new age of Obama? s victory; we also read about â€Å" a young nation †, and finally we read that â€Å" America is a friend † In the sphere of international politics, Obama? s Address depicts nations as humans, highlighting the need for good relationships in a globalized world: â€Å" reater cooperation and understanding between nations † where â€Å" the world grows smaller † Other abstract entities such as system, crisis, and economy undergo a similar process, â€Å"†¦our system cannot tolerate too many big plans †, â€Å"†¦this crisis has reminded us†¦Ã¢â‚¬ , and â€Å" the state of the economy calls for action†¦Ã¢â‚¬  Finally, one last personification which draws our attention is â€Å"†¦worn out dogmas that [ ] have strangled our politics. † This represents another captivating metaphor because of the negative associations conveyed in the gra phic idea of strangulation. Obama relates prior attitudes of intolerance with the deterioration of the Republican? s political activity. In addition to metaphor, metonym is another commonplace in political communication. The mental process involved in this strategy relates to the substitution of one entity for another without the use of an analogy. For instance, the name of a place is used instead of the activity which takes place there. In Obama? s speech, as in many other political speeches, words that name capital cities such as Washington or Madrid most frequently replace the word government. In turn, government is used instead of an explicit reference to â€Å"the elected and nonelected officials†. In both cases, this substitution takes place between a city and an institution, respectively, to refer to people and their activities. Metaphor and metonym often function together. For instance, the word government can be used for people, and at the same time to refer to human actions assigned to such institution, as stated in the following excerpt from the Inaugural speech, â€Å"The question [ ] is not whether our government is too big or too small, but whether it works whether it helps families find jobs The same process applies to the term country, â€Å"†¦what this country has already done†¦Ã¢â‚¬  as well as institutions, â€Å"†¦our schools fail too many†¦Ã¢â‚¬  Likewise, America becomes the 48 Barack Obama’s Inaugural Address: Metaphor and Values as Captivating Strategies to Celebrate a Presidency M. PILAR GUITART ESCUDERO audienc e, But know this, America † A cause-effect metonym is also used by Obama to designate energy resources instead of its effect, â€Å"We will harness the sun and the winds and the soil to fuel our cars and run our factories. Another metonymic connection has been found to name containers in the place of their content, â€Å"†¦the electric grids and digital lines that feed our commerce and bind us together† instead of referring to energy itself. Synecdoche, a type of metonym that names a part for the whole, or vice versa, can also be traced to one of Obamas statements where the term heart replaces person, â€Å"†¦our ability to extend opportunity to every willing heart†¦Ã¢â‚¬  Likewise, he mentions particular institutions such as schools, colleges, and universities instead of referring to a faulty education system, â€Å" nd we will transform our schools and colleges and universities to meet the demands of a new age. † In sum, the use of these devic es could lead us to believe that the mental processes involved play an essential role as captivating strategies because of the psychological connections these devices build between orator and audience. 4. WAR, CONSTRUCTION, AND JOURNEY METAPHORS IN OBAMA’S INAUGURAL ADDRESS Certain metaphors are known as structural metaphors (Lakoff and Johnson, 1980). They are named structural because they generate new metaphors out of a single semantic field in order to form a whole group of metaphors around the same topic. Some of the major semantic fields as speeches by European and American political leaders have proved are war, construction and journey. For instance, conflict metaphors are associated to M. Thatcher, journey metaphors, to M. Luther King and, construction ones to B. Clinton (Charteris-Black, 2005). This section will outline how this type of representation is used in Obama’s Inaugural Address to create captivating effects. 4. 1. THE WAR METAPHOR In general terms, POLITICAL ACTIVITY IS A WAR is a frequently used metaphor during election time (M. P. Guitart, 2005): Elections usually become battlefields; words turn to weapons; and opponents are enemies. Even when it is an inaugural speech, war lexicon is still evidenced like in the case of Obama? s, â€Å"†¦each day brings further evidence that the ways we use energy strengthen our adversaries and threaten our planet. † In a subtle manner, Obama criticizes the lack of measures taken in the US to save energy. He references the negative consequences of such waste for the country and for their neighboring democracies while he condemns the profit made by other countries. Additionally, messages sometimes switch from a metaphorical meaning to a literal one, as seen in the previous and also in the following excerpt, â€Å"We will not apologize for our way of life, nor will we waver in its defense, and for those who seek to advance their aims by inducing terror and slaughtering innocents, we say to you now that our spirit is stronger and cannot be broken; you cannot outlast us, and we will defeat you. † Through this fragment, listeners evoke â€Å"real† battles in their minds. They join Obama’s courageous leadership in defense of justice, and against those who attempt to frighten them by references to terror and slaughter. The next metaphor â€Å"†¦the fallen heroes who lie in Arlington pragmalingiuistica 19 (2011) 44-55 49 whisper through the ages. We honor them not only because they are guardians of our liberty†¦Ã¢â‚¬  evokes the respect that should be devoted to every soldier killed in Vietnam and buried in the Arlington National Cemetery as they still safeguard the freedom of the North American people. The next rhetorical choice, â€Å"On this day, we gather because we have chosen hope over fear, unity of purpose over conflict and discord † conveys a much gentler tone than other politicians? rhetoric. Obama? style offers more positive meanings compared to fellow politicians and to the traditional linguistic confrontation practice in Europe and in the United States (Charteris-Black, 2005; Mussolf, 2008). For example, as far as Obama’s predecessor? s administration is concerned, Professor W. Fields (2008), expert on presidential rhetoric, posits â€Å"One of the contrasts b etween the two administrations is the care with which Obama uses language†. Indeed, Obama has sought to avoid the controversial phrase â€Å"war on terror†, mainly because of its negative anti-Islamic and anti-Arab associations (Cordesman, 2008: 36). As opposed to the frequent use of â€Å"metaphors of separation†, Obama’s â€Å"metaphor of hopeâ€Å" has been present in his speeches since his Address to the 2004 Democratic National Convention because â€Å"hope is the chance for a better world that can be produced in a society that values both strong personal and communitarian values. † (Rowland Jones, 2007: 442). 4. 2. THE CONSTRUCTION METAPHOR On the opposite extreme of bellicose analogies, the structural metaphor POLITICAL ACTIVITY IS A CONSTRUCTION is also present in Obama’s Inaugural Address. The construction analogy refers to the positive connotations of creation and building. Its contrast to the conflict metaphor is easily acknowledged in the following excerpt, â€Å" to those leaders around the globe who seek to sow conflict, or blame their societys ills on the West know that your people will judge you on what you can build, not what you destroy. † These words are a compelling example of how Obama pursues a more subtle way of communication. He addresses his opponents emphasizing the idea of building as positive and destroying as negative. The notion of construction is often used metaphorically for its anthropological features. In other words, metaphors very often refer to peoples’ everyday customs like getting up, working or cleaning. This is also true in the next passage, â€Å" starting today, we must pick ourselves up, dust ourselves off, and begin again the work of remaking America. † This phrase draws our attention for the several reasons: First, the idea conveyed in the metaphor â€Å" starting today, we must [ ] dust ourselves off † implies the abandonment of certain past habits to adopt new ones, and emerges from the literal meaning of removing dust from furniture. Second, it relates to the reconstruction of America as a consequence of Obama? s victory, â€Å" begin [ ] the work remaking America † In fact, Obama goes further with both metaphors as he applies the positive associations of building to a new era, the new America which has just begun with his election, and with the new policies which, in his own words, â€Å" begin and start today † The last metaphor concerning the idea of construction and its positive associations is â€Å"the levee metaphor† found in the next excerpt: â€Å"it is ultimately the faith and determination of the American people upon which this nation relies. It is the kindness to take in a stranger when the levees break†¦Ã¢â‚¬  In this passage, Obama references to the levees which were destroyed during Hurricane Katrina in New Orleans, 2005, and the solidarity showed by many Americans. 50 Barack Obama’s Inaugural Address: Metaphor and Values as Captivating Strategies to Celebrate a Presidency M. PILAR GUITART ESCUDERO Through this metaphor; Obama attempts to convey two fundamental ideas: first, the importance of citizens to their country; second, the solidarity which the American people show towards others when a setback, problem or disaster arises. . 3. THE JOURNEY METAPHOR POLITICAL ACTIVITY IS A JOURNEY is another productive metaphor in political speech (M. P. Guitart, 2005). The main idea conveyed in this metaphor is that political activity is conceived as a journey. Accordingly, Obama’s Address regards life in politics as a journey full of ways, routes, and paths, â€Å"†¦it is the surest route to our commo n good. † He also refers to â€Å"†¦the road that unfolds before us†¦Ã¢â‚¬  as an equivalent of â€Å"a double opportunity. † On other occasions, he depicts life as a progression, â€Å" this is the journey we continue today. Likewise, his references apply to the long distances walked together after having overcome difficulties, â€Å"†¦how far we have traveled. † An evident persuasive effect lies behind the unity that Obama creates with his audience. This captivating strategy of closeness is also evidenced in the next metaphor, â€Å"Our journey has never been one of short-cuts or settling for less. It has not been the path for the faint-hearted [ ] Rather, it has been the risk-takers, the doers, the makers of things some celebrated but more often men and women obscure in their labor, who have carried us up the long, rugged path towards prosperity and freedom. It is the metaphor of a journey where long, rugged paths are taken and shared, abov e all, by every hard-working American whereas short-cuts and easy paths belong to others. This metaphor is an obvious praise towards the people whose subsequent positive emotional reaction is predictable (Santiago, 2010). On the long journey of life itself and life in politics, a forward movement is most likely perceived as positive as in the previous phrase â€Å" path towards prosperity and freedom. †, as well as in the following two, â€Å"†¦we intend to move forward†¦Ã¢â‚¬ , and â€Å"†¦ we seek a new way forward, On the contrary, a backward movement is considered as something negative as shown in the following passage, â€Å"Let it be said by our childrens children that when we were tested we refused to let this journey end, that we did not turn back nor did we falter; and with eyes fixed on the horizon†¦Ã¢â‚¬  Positive and negative associations emerge from cultural meaning. Similarly, Obama employs the positive associations of the word future re inforced by the ideas conveyed in the combination of the terms peace and dignity. At the same time, he mentions â€Å"the weakest†, women and children, in a way that everyone feels included and important, â€Å"†¦every man, woman and child who seek a future of peace and dignity†¦Ã¢â‚¬  As opposed to the notion of light, the idea of darkness is a negatively associated determinant as in the phrase â€Å"†¦our darkest hours†¦Ã¢â‚¬  to convey people? s suffering metaphorically. J. Darsey (2009) states that the potency of Obama’s rhetoric lies in the concurrence of two metaphorical journeys, his personal journey and America’s journey, especially concerning the issue of race. In this manner, the Inaugural Address represents a personal victory and communal victory, where both journeys coincide and conclude with the first Afro-American elected president of the United States of America. pragmalingiuistica 19 (2011) 44-55 51 5. THE RHETORIC OF THE AMERICAN VALUES Politics and persuasion have been closely related since ancient Greece, and the role of Aristotles ethos, pathos and logos still remains central to political discourse. Accordingly, Obamas rhetoric can be characterized as extremely empathic. In other words, he capitalizes on the appeal of ethos because he addresses his audience in a positive and courteous manner that the nation easily identifies with his views (Charteris-Black, 2005; Santiago, 2009; C. Steel, 2009). As far as Obama’s â€Å"A More Perfect Union† speech is concerned, G. Lakoff (2008) points out that itâ€Å"works via the emotional structure built into the speech and into our national ideals. † His rhetorical success can be traced in a set of particular values which G. Lakoff (2009) called â€Å"The Obama Code†. In this way, his Inaugural Address often references values conveyed in words such as responsibility, unity, caring, hope and loyalty among others. Additionally, the original values stated by the Framers of the American Constitution are the most important issue in the US political life according to G. Lakoff. Thus, from the very beginning of the Inaugural Address, Obama stresses his link to the Framers of the Constitution by saying, â€Å"I stand here today [ ] mindful of the sacrifices borne by our ancestors. † Moreover, through the use of empathic forms of address such as â€Å"We the People Obama relates the importance of loyalty to both American national forbearers, and the founding documents of the US, â€Å"†¦because We the People have remained faithful to the ideals of our forbearers, and true to our founding documents. † Signatories of the Declaration of Independence and drafters of the US Constitution are present ideologically as a driving force for the co untry, and linguistically as a metaphorical construction as shown in the next excerpt, â€Å"Our Founding Fathers, faced with perils we can scarcely imagine, drafted a charter to assure the rule of law and the rights of man, a charter expanded by the blood of generations. Those ideals still light the world, and we will not give them up for expediences sake. † This powerful image relates to dangerous work (charter full of perils) carried out by the Founding Fathers, and supported by the suffering and death (blood) of many courageous people. Consequently, such ideals are encouraging (light) and unforgettable. Another value referenced is a renewed notion of the American democracy, related to individual and, above all, social responsibility. A type of democracy which takes care of others as a way of â€Å" acting to make oneself, the country, and the world better because everybody deserves â€Å". protection and equal empowerment † from a moral government. Referring to the concept of framing, Obama has certainly given a renewed meaning to this word (D. Olive, 2008: 305). As expressed by Obama on CNN (2008), it implies â€Å"caring for the other† versus â€Å"extreme individualism†. Although emphasis is placed on societal respon sibility, personal responsibility is also necessary. In this way, Obama disarms the conservative criticism on liberals placing responsibility on the government and none on the individual (C. Rowland J. M. Jones, 2007: 441). Union is another value emphasized by Obama. M. S. Boyd (2009: 78) considers that â€Å"an all-encompassing message of unity [ ] makes his rhetoric more persuasive. † It is an idea of union as equivalent of inclusiveness, which applies to the issues of race and religion. Historically, race has been one of the hardest political issues to address in the United States. As 52 Barack Obama’s Inaugural Address: Metaphor and Values as Captivating Strategies to Celebrate a Presidency M. PILAR GUITART ESCUDERO Sharpley-Whiting (2008: 132) suggests, Obama’s speech on framing the race issue is a model which uses not only literal terms, but also metaphorical language. On the one hand, Obama deals with it as something that has already been overcome through his election as the following excerpt shows, â€Å"This is the meaning of our liberty and our creed why men and women and children of every race and every faith can join in celebration across this magnificent mall, and why a man whose father less than sixty years ago might not have been served at a local restaurant can now stand before you to take a most sacred oath. On the other hand, the next one indicates that he believes there is still more work to be done. This thought is conveyed by the tasting of â€Å"the bitter swill† which refers to racism as a â€Å"dark chapter† in history. Obama also refers to racism with another compelling image, â€Å"the lines of tribe shall soon dissolve†. This metaphor reminds American people that racism, which has created hate and divided people, will be soon eradicated, â€Å"†¦and because we have tasted the bitter swill of civil war and segregation, and emerged from that dark chapter stronger and more united, we cannot help ut believe that the old hatreds shall someday pass; that the lines of tribe shall soon dissolve;† As for religious values, Obama wants to make clear that every creed is welcomed in the US, â€Å"We are a nation of Christians and Muslims, Jews and Hindus and non-believers. We are shaped by every language and culture, drawn from every end of this Earth;† In that way, a broad cultural scope of the audience could be emotionally touched in a positive manner. He praises the diverse religions, cultures, and languages in a more effective way through the metaphorical image of the â€Å"patchwork heritage†, â€Å"For we know that our patchwork heritage is a strength not a weakness. † Emphasis on particular religious references may not be politically successful depending on cultural context. In the case of the Inaugural Address, overt references to Obama? s religious faith, such as â€Å"Gods grace upon us† and â€Å"the knowledge that God calls† clearly plays to the political narrative of the US. The Christian religious background that has long influenced in the congregations of powerfully effective preachers becomes present in B. Obama? s speeches (Higgings, 2009). Indeed, he has a particular rhetoric training based on the black American church, which captured the rhetorical tradition of educating people through sermons (Davidson, 2009). The following excerpt from the Inaugural Address reminds us of a religious sermon with explicit references to God and the Scriptures, â€Å"†¦in the words of Scripture, [ time has come to reaffirm our enduring spirit; to choose our better history; to carry forward that precious gift, that noble idea, passed on from generation to generation: the God-given promise that all are equal, all are free, and all deserve a chance to pursue their full measure of happiness. † Through several parallelisms such as â€Å" to reaffirm our [ ] to choose our †, â€Å" that precious gift, that noble idea † and â€Å" all are equal, a ll are free, and all deserve † the audie