Luxury Brand Is An Illusion Cultural Studies Essay

Luxury Brand Is An Illusion Cultural Studies Essay What is a luxury fashion brand? To understand the luxury we have to have a taste for it. Hallmark of the taste re ­sts in sensitivity, from feelings. Every one has a different taste, but it is indispensable for eve ­ryone. Someone has a taste of luxury, and he can not afford to buy cheap thinks. Luxury brands work on an equal basis. We are not born with the right taste as well as there are no born masters in the right taste for fashion. Perfect luxury fashion brand consist of many ele ­ments, as a result of harmony. People wear different brands to express their personal style but also social and class relationships. Luxury brand can help them to be on higher social level, but is it true? Someone can buy one luxury model and to imersonate for rich people in the upper class. A lot of people can buy a Louis Vuitton bag, because it is the Louis Vuitton bag. They do not buy it, because of the quality. These people buy it because of the brand. But it everything depends on the taste, someone will buy the bag because of the quality, another one, because of the brand. The purpose of this dissertation is to clarify the identity and advertisement of the brands and to find out how they make the luxury illusion. The thesis traces the basic growth of the luxury. It depicts not only the growth of the luxury, but mainly the luxury fashion brands as Louis Vuitton, Gucci, Dolce Gabbana and Chanel. Their brand image, advertisement and placement in the luxury world. Buying the luxury products can represent that less people use to buy luxury products comparing to products concerning the physiologic needs. Paradoxically, the luxury products have become the property of the general public. Every star has a connection with monogram LV. Why this or the other luxury brands change the world? Why everyone want to be stigmatizing by the logo LV? To own the luxury Vuitton bag is a dream of a lot of women. It can be fetisch, prestige, snobbery, fashion, lust for luxury, quality or just not to be different from the other world. Vuitton is the McDonalds of the luxury industry, says Dana Thomas The logo LV is known worldwide as the logo of McDonald ´s. 2. The concept of luxury What is the definition of luxury? The perception of luxury is relative. People from various cultures can define luxury differently. The role of the luxury has been important from the beginning of civilisation as it is in modern society. Earlier, the usage of luxury was confined to the elite classes. The meaning of luxury was pretty clear. The elite classes could be defined as luxury, whatever the poor. Nowdays, it is often interpreting luxury as a phenomenon structured by rivalry for social position and social rivality. Therefor the luxury for some people may be ordinary for othrers. Luxury evokes feelings of uniqueness and exclusivity, and is characterised by products of high quality, controlled distribution and premium pricing (Okonkwo, 2009). Luxury can be also defined by something expensive and extravagant. According to Tungate (2009) theluxury can be a basic human need. People want to taste the luxury. The luxury brand endeavour to connect contrary requirements: to continue with tradition and innovation, to be authentic and at the same time to be modern. The emphasis is placed on dynamic development of the brands and primary demand for renovation and creativity. Luxury brands play an everyday role in our live. But if the luxury good can be found everywhere it loses its exclusivity and becomes ordinary. à ¢Ã¢â€š ¬Ã… ¾The current definition of a brand has however evolved from marks, names, logos and shapes to elaborate marketing development and strategies. The result is the creation of something powerful and consistent, which has the ability to produce emotional and psychological attachment with consumers and financial value for the brand owner. (Okonkwo, 2007:9) The luxury fashion brand is created by marketing communication, an excellent quality of the product and fashionability. Louis Vuitton, Chanel, Gucci and Dolce Gabbana are very well established and succesful luxury brands.The primacies between luxuries keep the Louis Vuitton form the beggining of origin, without questions. Brand image Brand concept/identity We are what we buy, so for some of us fashion is way to express identity. Hancock, 2009 Okonkwo (2009) proposes that the brand can not be created only by name. In implication the branding concept depend on customers their feelings and perceptions from different messages from each brand. She also introduced that the brand concept and name are the main elements of the identity. The concept could be inconquerable and catchy for customers. The traditional brand concept should be always related to logo, sign or label for physical differentiation. Okonkwo defined luxury fashion brand as brand strenght, differentation, exclusivity, innovation, product craftmanship and precision, premium pricing and high quality. Brand concept and image is essentially how the consumers perceive the brand identity. The brand image is an important for consumers, how they feel about a company. Two men and one vision If Cinderella ever needed to replace her fairy godmother, she would call Dolce Gabbana. This design team creates products that sparkle and has managed to change the staunch and uptight image of luxury fashion, making it fun and exciting for everyone. (Hancock, 2009:53) In the year 1985 Domenic Dolce and Stefano Gabbana have gone down to the fashion scene. The connection of sociable Stefan and more serious and sedulous Domenic began in 1980 when they met in the design company when they worked. Their relation full of emotion, passion and love in fashion created the key of their succes. Stefano loves colours and patterns. While Domenico loves sharp cut shapes and a perfect style. Their brand shows lifestyle of modern live on the based of tradition. Dolce Gabbana has very strong brand image. Dolce Gabbana ´s advertising campaigns have added to their controversial image. (Hancock, 2009:54) Their identity celebrates women and their sexiness, although they are homosexuals. Hancock (2009) states that the stories of this brand are intended for people who were not expected to wear the luxury fashion. It can be for unusual people who do not wear the brand, but their own image. Dolce Gabbana branding story is about taking the nontraditional fashion costumer and demonstrating how they can be stylish and sophisticated in their own way. (Hancock, 2009:53) According to Hancock, Domenico and Stefan are sometimes part of their own advertisements and campaigns as models. They want to reflect the spirit, reputation and image of the brand. Gucci Italian named Guccio Gucci had a passion for horse, from this reason he decided to establish a business with leather accesories designate for the purpose of riding horse, in 1921. While Guccio attend his passion throughout his life, his three sons aspired along something bigger and more succesful. For several years the Gucci brand became famous. The brand had a brilliant and classic identity represented with elegance and style. Until then Tom Ford became the creative director. He had a major influence of Gucci ´s succes, he radically change it from base. With Tom Fords vision Guccis image was reinvented. Ford has displayed highly sexual images through his design, fashion shows and advertising. The importance of the Gucci brand positioning is that is distinctive and has an aura of exclusivity amongst its target audience. Gucci has a wide range of products ranging from shoes, watches, jewellery, clothes, perfumes, eyewear, baby wear, home goods (including furniture, bedding and wallpaper), luggage, handbags and gifts (even including gadgets for pets). The brand identity of Gucci can include the double G symbol, the Gucci webbing the red and green pattern, the horse bit, the Gucci ´s signature, the monogram whit the double G symbol and a flower print called the Flora print. Everything from these attributes is visible in each of the collection. Gucci use different promotional strategies than for example Louis Vuitton. Gucci incorporates shocking issues in their marketing strategy to promote brand imagery, Louis Vuitton use celebrity. The image and aura of prestige surrounding Gucci gives added value to the products. This is created through advertising, innovative designers and the whole experience of buying Gucci à ¢Ã¢â€š ¬Ã… ¾A great dress exist just for an instant maximum, until the end of the party. Fashion is all illusion. Appearance is all illusion. And this moment of perception of beauty is what matters most. But this moment goes away, it wears off. Tom Ford Louis Vuitton The history of modern luxury goes down to the foretime. In 1854 Louis Vuitton and his wife established their own company with travelling case. Louis was made famous for crafting the luggage for Napoleon. It is reason why the brand has become synonymous with luggage and in particular handbags. Louis opened his store and established Maison Louis Vuitton. Always a visionary, he invented the first flat trunk, a model that was ingenious, elegant, and strong the first modern luggage. Travelling took on a luxurious attribute. A legend was born. (Pasols, 2007:51) The succes of this brand became immediatelly. (Pasols, 2007:54) Nowdays, the handbags and suitcase Louis Vuitton are rhe symbols of social situation over the world. LV monogram design can be considered as the first brand on the product. It was developed in 1896 to prevent from falsification. Nevertheless Louis Vuitton is the most counterfeit brand in the fashion history. This company carefully cultivates celebrities and had used famous models and actresses in their campaigns. LV has a strong support of brand images. Last ten years was very succesful for Louis Vuitton mainly because of Marc Jacobs, the creative director from 1997. The charismatic designer assumed by simplicity and colour scheme. The principal leather goods lines of Louis Vuitton are: the Monogram line, a historical canvas created in 1896, also available in Monogram vernis, mini, satin, multico and denim; the Damier line in three colours, ebony, blue azur and the Damier Graphite line for men, launched in 2008; the Cuir Epi line, offered in nine colours, the TaÃÆ' ¯ga line for men in four colours (LouisVuitton.com, 2010) The symbol of Louis Vuitton is the monogram that appears on each of the products of Louis Vuitton provides. This symbol has an international success and represents the key symbol of the brand. One point that influences the reputation of LV is their communication and marketing strategy. Louis Vuitton does not use TV and radio to communicate. They publish commercials in fashion magazines, but not in the public places. Chanel Nothing is more beautiful than freedom of the body. (Bott, 2007:28) Emancipated liberal but also angry and egocentric Frenchwoman delivers woman ´s body from corset. Coco Chanel has enforced princip of elegance and simplicity. In 1909 Coco opened her first hatter ´s in Paris. From 1913 she started to produce also fashion and opened fashion houses firstly in spa centers. In 1919 has founded her own butique in Deauville and Biarritz with the financial help of Arthur Capel. The butique is still there. Coco has enriched the fashion world. Chanel ´s iconic symbols are Chanel No. 5, jewelry, and of cource the black dress. The fashion icon Chanel died in 1971, fortunately, her brothers adopted the brand and they have kept the great reputation of Chanel. Succesfull fashion designer Karl Lagerfeld is the creative director from 1983. Lagerfeld has observed the stylish elegance and unconvential themes of famous Coco Chanel. The monogram double C has been still the most famous brand of haute couture. The timeless Chanel brand is a perfect illustration of the house ´s determination and talent for  ´suprising without shocking ´. (Bott,2007:7) Promotion, place of distribution Promotion plays an important role in communicationin luxury fashion idustry. Understandably, one of the main indicators of promotion is advertising. Advertising communicate via message of the brand. Promotion has an enormous influence to costumers, through the images, colourful composition, design and atmosphere of the campaigns and even the store and architecture connected with the luxury brand. Okonkwo, 144 The advertisement of luxury fashion brands is placed mainly in fashion and lifestyle magazines, because of there are the target audience. The stores are also very important for promotion. Stores of these luxury brands are located on expensive high street locations. For example the window of Gucci ´s store portrait a provocative images. But the interior of every luxury fashion brand have a free flow layout as its visually appealing and allows consumers to browse comfortably. Everything including dà ©cor is rich and classic to add to the atmosphere of the store. The sleslaidies are often dressed all in black and ready to assist consumers in any way. Even the security guard is suitably dressed to add to the image. Advertisement Advertisement is all around us. It becomes a strange in marketing communication, psychology and design. It can be a key method in building of identity of luxury brands. It helps to create the illusion of luxury. Design should be about creating the advertisement or campaign with a purpose. In addition, the advertisements of luxury brands are means of communicating the brands ´story, starting from their history and development to their personality and image, products and service (Okonkwo, 2007:145) SEX SELLS Sexual context and provocative pose are in the advertisement for everything nowdays. From parfumes and underwear up to food. But nobody take exception to this. Sex in the advertisement occuring the media. Costumers want to see this. In every fashion magazines is at least one sexy advertisement. The fashion adverts in fashion, or lifestyle magazines are given mainly for woman. These fashion campaigns do not degrade woman as an object for men ´s pleasure.The fashion industry wants to captivate. This kind of advertisement can be shocking, but not original. Dolce Gabbana ´s campaigns go hand in hand with their image. Advertising must reflect a company ´s capability to convey strong brand images to the global market. (Hancock, 2009:65) The controversial campaigns are the key of their succes. Their campaigns tell a story with an Italian character, sensual and unique style. The main illusion of any luxury brand creates the image of various campaigns. The photographer has an enormous influence on the branding process. (Tungate, 2008:103) The photographers create the image that brings the brand to life. (Tungate, 2008:105) Stephen Klein photographed spring campaign for Dolce Gabbana in 2008. The luxury products are defined by the quality and uniquenees. Photos and advertisement from the campaigns could have the quality and uniqueness as well as the products. Steven Klein ´s pictures are original, unrepeatable and unique as Dolce Gabbana. What is the real signification of his work? He is almost perfect master in coloured interpretation of pistures and light moods, dark, erotic, surreal and visual aesthetics. All of these images have an atmosphere and feelings. Klein ´s specialisation of his work can be focused mainly on the colours. The colourful representation of Klein ´s pictures is the one part which makes it perfect. Colorful precision create every detail and tone for the final view. All of these details and tones have their own reason. Most of the campaigns photographed by him make the dramatical colorful impression. Light as the most important component for creating of the photographic image, is one of the fundamental parts for the author ´s handwritten. Play of lights and shadows make the campaign clear and readable. The other significant part for creating of the photographic image is undoubtedly the composition. Particular components create the composition. Campaign for Dolce Gabbana 2004 can be the clear example of the perfect composition. The whole gathering of people and object has never been accidental, rather on the contrary. The composition is very specificly elaborated from the beginning. For viewer the picture is clearly arranged across a lot of components. At the photography are ten people in the space of an attic apartment with various objects. The coloured carpet, pictures on the wall, lamps, books and magazines. Despite of the image is synoptical. In the left part of photography is a man standing next to the window. Later became visible his violent yellow shoes, which is given to the space by view through underneath the table. On the table is another man standing, this time with blue shoes. The blue is given to the space in the composition again. Girls on the sofa have their legs m atted together. Therefor their figures are not deformed. The girl in front of the image is outstanding mainly because of the colourful shoes, which she wears. All of the images and people from the photography sophisticetely look out and the models do not appeal brokenly. The feeling from this campaign can be random people just accidentally met there. The women from Klein ´s photographs have enormous long legs, their countenance is lost in dreams and stress the clothes. The women ´s body is exponentiated by motion. Their gesture should express a specific dynamism and earnestness. The models are often captured in a motion of walk, moving of their hands, or beckward bend. Backswept create an excelent effect the position can be very unnatural, but the issue is more interesting. In Dolce Gabbana 2006 campaign Klein use the powerful motion. The image applies dynamism, however not dramatically. The detail was seeting to model ´s hands, concretely their fingers. It adds the appropriate elegance. The persons are mutually affected and tell a story by this. According to Hancock (2009) each of the ads is a story that increases the brand ´s mysterious image. Hancock also proposes that their campaigns are almost cinematic. Steven Klein as well as Dolce Gabbana has found an inspiration in some celebrities in between we can include Maddona. The woman of a lot of faces, already the whole world admires, has always wanted to be an idol of women and men. Nowdays, Madonna indicates a trend not only in music, but also in fashion and style. And she is inspiration for others. It was a good step to use Madonna as an icon for their campaigns. Madonna created a perfect illusion for the brand in the new campaign 2010. The images should showcase an intimate, real aspect to the ultimate icons life.   She was interprated as a typical Italian, maybe perfect woman, wife and mother. Woman want to be like her, in spite of that it is not real. The whole campaign radiates an energy, Italian temperament and strain. Maddona was portrayed during everydays situation shopping, washing dishes, and other housework. But openely, is it real Madonna? No, it is just the perfect illusion of the new campaign. Another luxury fashion brand with very sexual advertisement is Gucci. Tom Ford started in 1990 as a designer for Gucci. After four years he became the creative director and he had a responsibility about all of the product lines fashion, perfumes, the brand image, advertising and campaigns and even design of shops. Gucci creates controversial advertising such as the promotion of Opium perfume with a naked photo of Sophie Dahl. This caused uproar in Britain and was banned by the advertising standards, as it accounted for a third of all complaints about poster adverts. However this campaign managed to win advertising awards throughout Europe. Gucci under the direction of Tom Ford had a several scandals campaigns. Really good example of the shocking sexual and scandal campaign was spring/summer 2003; model Carmen Kass and logo Gucci in the place where it would not be. She is  pulling down her knickers and showing off body hair shaved into the letter G. This campaign was photographed by Mario Testino. We can give him a name: realism of luxury. He is known for his highly sophisticated, stylish, clear and fresh images; sometimes he used exotical or sexual undertone photos. But he always shock people by his controversial eyeview on the world. Testino shoted more campaigns for Gucci, but the G is the most memorable. Supermodels and sexuality sells Mario Testino worked also for Dolce Gabbana ´s, he shoted the campaign Fragrance. Models from the campaign represent a personality attached to the fragrance. For example Naomi Campbell should represent the star, while Claudia Schiffer should figure the dreamer and Eva Herzigova with Fernando Fernandes figured the players. The other significant photographer for Gucci is Terry Richardson. Richardson ´s lurid, funny, blatantly sexual pictures famously shot on an old Instamatic continue to provoke controversy today. Tungate, 107 Terry was drug addict and punk. Only these facts can be controversial in the contrast with the shiny luxury world. This man likes to take photos of nude models. It is Terry Richardson; he brought a shock, pornography, confrontation, energy and roughness to the fashion photography. The very nude woman wears nothing, just the product, placed between her legs. His images are perverse as this campaiign for Gucci ´s fregnance. Gucci campaign spring 2010 is all customary a part of a coherent themed. The pictures were probably taken in the same environment with the same overall expression. The environment, bright colours and lightening is confusing. It is not absolutely clear what time of the day is. The lightness is focused on models than the rest of the image. It may be an early morning after party, because the models are dressed for occation. Everything from these images has an element of luxury. The campaign is provocative a s most of Gucci ´s adverts. The long legs, sexy pose and dress is lifestyle and glamour as Gucci. CELEBRITIES According to Okonkwo (2007), celebrities play very important role in luxury fashion sector. These icons must be famous around the world, they have to be the best and talented in their field of producing, the personality of the celebrities must reflect the brand and of cource they should look beautiful almost everytime. Therefore the celebrity must not disguise the brand. The brands used the celebrities to make the brand communicating through their message. The icons show a connection with brand and people want to be like them. Other personality attributes that the celebrity may have such as glamour, beauty, talent and style will also be ultimately linked with the brand. (Okonkwo, 2007:160) The brand shows the connection between the celebrities and brand. The gorgeous people in the magazines and on television unconsciously speak to you, telling you that their lifestyle and material possessions like their clothes and accesories can also make you beautiful and help you become a part of their world. (Okonkwo, 2007:7) Louis Vuitton fall/winter campaign 2002 2003 called Faity Tale figured Eva Herzigova as Cinderella. Photographers of this campaign were Mert Alas and Marcus Piggott. (Pasols, 2007:380) The big companies often use big celebrities into their campaigns. When they also used a big photographer for their advertisement, the succes must be guaranteed. Louis Vuitton is not exception. For a few years the famous photographer Annie Liebovitz creates visuals for LV. She has already externalized the actor Catherine Deneve, politics Michaela GorbaÄ ov or the famous tennis couple Steffi Graf and Andrà © Agassi. The face of their campaign in 2008 was also guitarist of Rolling Stones Keith Richards. He looks like timeless man with a wild live. Simultaneously, he is still on the roads, almost an ideal icon. Annie Liebovitz was able to catch the emotion and story in this camapign. The campaign was devoted to trevelling. It should display a way over self knowledge. Jennifer Lopez, Kate Moss, Scarlett Johansson, Diane Kruger, and Uma Thurman have all embodied the Louis Vuitton woman: desirable, elusive, changeable, and elegant, according to fashion and season. (Pasols, 2007:380) Madonna is an icon, so it is clear that she appeard also in Louis Vuitton campaign in 2008. The campaign has an excelent atmosphere as all of the Vuitton ´s campaigns. The atmosphere is like from the old french movie. The smoky bistro, the luxury handbag and a beautiful woman in mini and hight heels it is the other presentation of one of the richnes singer in the world, entirely for different luxury brand. Famous fashion photographer Steven Meisel shoted this pictures. Steven Meisel can be known as a genious of fashion photography. Consequently it is not an accident that he photographed campaigns for Louis Vuitton. The new campaign of LV 2010 was also shoted by this genious. It can looks like the era of celebrities in fashion campaigns is over. Only DolceGabanna used Madonna for their 2010 campaign. However, the other luxury fashion brands went back to the charm of supermodels. Christy Turlington, Karen Elson and Natalia Vodianova are the new faces of LV campaign. Meisel shoted this campaign in atelior in New York. They wanted to show a beauty of women ´s body, diversity and more adult aesthetics. It can be paradoxial that the most influental and luxury brand Louis Vuitton introduced an advertisement, which was consequentlly forbidden. According to Advertising Standard Authority in UK the advertisement could bring the costumers in mistake. The customers could think that all of the Louis Vuitton products are hand made. While, in fact the bags were made on the sewings machines. These ads were made by Oglivy and Mather. There was figured a woman stitching the handle of a handbag, or a woman creating the folds of a wallet. It could look that the women made the handbag by hand, but it was not true. As well as Louis Vuitton, the other luxury brand use celebrity for their campaigns Chanel. Although they have similar marketing strategy many celebrities and supermodels, Chanel is more clasic in the producing of its brand. From the nativity of perfume Chanel no. 5 it became the most famous and the most selling perfume over the world. This famous perfume has everything what is typical for Chanel femininity, courageousness, fashionableness, black and white. However, today it is not just a perfume, it is much more. Chanel No. 5 is part of our collective counsciousness, it represent a legend and exteriorize of luxury. In the new advertising spot actor Audreu Tatou became a sixth muse of Chanel No. 5. She goes in the steps of Vicky Hilbert, Catherine Deneuve, Carole Bouquet, Estelly Warren or Nicole Kidman. Audreu Tatou represents a woman with free and equal mind. She can do what she want, to travel by herself in luxury night train. This spot has an atmosphere of luxury. It is story about man and women, libidinous met in the train.They attract together Chanel No. 5 is killing. In the new campaign for Chanel lighted up the British singer Lilly Allen. Lilly has considered as a muse of Karl Lagerfeld, the creative director of Chanel for a long time, but now she became the icon of Chanel. Karl Lagerfeld photographed this campaign by himself. The campaign is elegant and clasic, black and white, yet the campaign can feel very playful. As I mentioned before, Chanel does not need shock. Therefore Chanel does not produce only classic and elegant advertisement Kate Moss wear only long beads with cap in one of their campaigns. Kate Moss is known for her acces to drugs. In spite of this, she is an icon for pretty much luxury brand. Conclusion This dissertation has aimed to provide a basis explaining of the luxury fashion brands, and the illusion which the luxury create. We buy the luxury fashion as a demonstration of our social situation and desire for recognition. Fashion is a symbol of society. It is probably a tool for satisfaction of our sences. The luxury brands could create the illusion by helps of their tradition. Surely, brands as Louis Vuitton, or Gucci have the aura of luxury deservedly. But sincerely, vast majority of the costumers buy product of this brand on the score of the brand. Luxury fashion is not just about the most faked brands. (Okonkwo, 2007:238) says that definition of luxury can be also a dream for someone. To buy a luxury brand is a way to obtain status and enhance the self, satisfying ego needs. A necessity for consumers buying luxury can be that the products brand image is concurrent with their own self-image. The fashion status and aura of exclusivity is of primary concern to these exclusive luxury brands. The advertisement and campaigns help the brands create the illusion. The advertisement has an enormous influence for people. In the advert are beautiful women, or men, celebrities or icons. It is the dream in hidden reality. And if we talked about luxury fashion brands, the dream is bigger. People want to live in dream as the people from images. It is evident that for example Gucci, Louis Vuitton and Chanel use different promotional strategies. For instance Gucci as well as Dolce Gabbana incorporates controversial and even shocking, sexual issues into their marketing strategy to promote their brand imagery. On the other hand Louis Vuitton use celebrity as their promotion, whereas Chanel especially try to concentrates on the classic and elegant style as mention of history and tradition of this brand. Every brand bring different dream, but it is still dream or illusion. Wheter the luxury brands have a perfect quality, tradition and exlusivity or not, they create the illusion. Ilussion for people who feel better, more luxurious or highly sociable owing to the brand. But maybe why not? Illusion can make the people feel better.

Benefits and Concerns of Surveillance

Many of us go about our day with little thought we are being watched. We take our privacy for granted. In some instances where we go or what we do is recorded by CCTV cameras. These little cameras housed in a black round domes seem to be everywhere hanging over our heads. Are they invading our privacy? Are they there to protect us? There is always a debate discussing the benefits and concerns of surveillance. What is surveillance? Surveillance is a French word meaning â€Å"watching over†. It is also the monitoring of activities and behaviours of people usually individuals or groups from a distance. It is used by government agencies and law enforcement to maintain social control and prevent criminal activity. Surveillance come in other forms than a CCTV camera. There is computer surveillance, Telephone surveillance, Biometric surveillance, aerial surveillance and more. With the increasing speed of computers and the internet it is not only the government and private corporations watching us it is also ourselves. Our culture has changed dramatically over the past two decades. It used to be personal hand held video cameras that recorded those family milestones such as a baby’s first step or a birthday. Now the personal video camera has now turned into the instrument to catch the unexpected, but not in our personal life but the public. So not only has surveillance invaded our privacy we have also made it a part of lives to use surveillance on others. There are many benefits and concerns to surveillance. The debate is what are the true benefits and concerns of surveillance in our society? Audio & Biometric Surveillance  Audio surveillance has been a major component in surveillance monitoring since wiretapping began on telegraph lines. Audio surveillance became more difficult with the introduction of the telephone, as the rate of information increased dramatically. Audio surveillance has become easier with the advancements in recording ability and computing power. Traditionally telephone calls had to be listened to live and transcribed to paper. Today human agents are not required to monitor calls. The first Speech-to-text machines was introduced in 1952, but was restricted to recognizing spoken numbers. Almost sixty years later software now creates readable text from intercepted audio and is then processed by automated call-analysis programs (Charles Piller, 2002). Audio surveillance provides raw information for investigations and has been successful for many law enforcement agencies. In the united states agencies have million dollar contracts that require phone companies to keep all call records easily searchable and accessible (Singel, 2007). The private sector benefits in audio surveillance by using software programs in cal centers that isolate phrases used frequently. These trends can be used by analysts to identify potential problems so actions can be taken. These early identifiers can help reduce call volumes, improve the bottom line, and greatly increase customer satisfaction (Wint). Software based audio surveillance provides a certain amount of privacy. The entirety of an audio recording might be available to listen to, but the huge amount of audio information being produced today means that software has to be used to search for key words. This helps introduce a level of privacy for the public and also gives the general public a higher level of safety. Law enforcement agencies and direct their man power to calls with repeated illegal activity instead of jeopardizing the privacy of the public. With increased power comes increased responsibility. The software searching through audio is controlled by humans, this introduces concern on privacy. Operators could use these systems for their own benefit instead of the greater good of a company or nation. Biometrics is the study of measurable biological characteristics (Random House Dictionary). Biometrics is concerned with the analysis of biological data obtained from video, audio nd even physical data. Face, fingerprint, retina, signature, veins, and voice recognition are all examples of biometric identification schemes (Random House Dictionary). Biometrics really helps to enhance current surveillance technologies. It allows for the automated identification of individuals. Automated identification is the major benefit and also the biggest concern. Currently biometrics is used to track and quickly identify targets and it’s argued that they are completely useless without a well constructed threat mode to track. (Biometrics: Who's Watching You? 2003) The biggest current threat with using biometrics is the assault on individuals to gain secured access with a biometric device (Biometrics: Who's Watching You? , 2003). For example, in 2005, Malaysian car thieves cut off the finger of a Mercedes-Benz S-Class owner when attempting to steal the car. (Kent, 2005). Video & Electronic Surveillance After taking root in the late 19th century video surveillance started as an all analog video surveillance system, also known as closed-circuit television monitoring. The transmission distance was not too far and mainly used for small scale monitoring. Today’s digital equipment has given birth to intelligent analysis technology that is able to provide more substantial results, such as motion detection, face recognition and target tracking with the capability to transmit over great distances in virtually any setting. Likewise the advancement in computer technology has opened opportunity for other means of electronic surveillance. One example is data tracking, sometimes referred to as data logging, which is the ability to capture information such as places of preferred visit, individual purchases, telephone activity, choice of TV programming and internet websites of interest to name a few. Chuck Huff writes â€Å"with technology comes knowledge and with that comes responsibility†. So is today’s surveillance responsible or are we inadvertently stepping the boundaries of acceptable supervision? Yes one could argue the whole point of surveillance is to keep us safer from those in society who could potentially hurt us. Might it be a true statement to consider the fewer cameras there are, the higher chance of crime happening. Unfortunately surveillance cameras are not able to prevent the crimes or stop the criminals. Yes, cameras can make us aware but unfortunately don’t protect us. Consider the privacy impact on both cameras and data logging. The laws that most affect the legality of using these types of surveillance are personal privacy laws that limit the collection, use and disclosure of individuals’ personal information, this law is PIPEDA (personal information protection and electronic documents act). Cameras in public areas like parks tend to make the laws outlined in PIPEDA seem opaque and unclear. If cameras are put in public areas doesn’t that now make it a private area because the whole idea of being watched is added in? This is of course if we accept public areas defined as that which is open to all persons. So if we put more surveillance in a grocery store, does it become a private venue? No, it does not. In the same way, employers using cameras, blackberry surveillance software, listening to live calls, GPS tracking, secretly reading text messages and viewing call logs in the workplace doesn’t mean that it’s an invasion of privacy or illegal; it just means that the use of surveillance in the workplace is subject to restrictions. In the end, just because people don’t like being watched doesn’t mean we sacrifice our inherent rights as a society to have safety, security and stability. Society must also consider the impact of surveillance on individual perception. There is the potential that added surveillance in a neighborhood will cause communities to lose money and possibly raise taxes, which makes the community less popular. Yet cameras and data logging violate the country’s Privacy Act, because it records the actions of thousands of people in public areas / spaces without there being any reasonable grounds that a criminal act is occurring. Society can’t help but ask, when does surveillance inadvertently switch from supervision to â€Å"snoopervision†? Ultimately the use of technology has outpaced Canada’s privacy laws, especially in a post September 11th, 2001 world where security concerns threaten individual rights. Conclusion Surveillance technology compositions such as audio, video too much more complex system such as data tracking and biometrics offer great importance to national security, public safety and overall protection of people from harm. These surveillance systems also neglect individual freedom and right to privacy. Surveillance technology protects society against child molesters, terrorist attacks and destruction. But at the same time these technology is used to neglects individual rights by tracking everyone’s actions which intern harms society because they do not protect people’s privacy. There are benefits and concerns of using surveillance system because different situation compels us to take measures that can protect or neglect society as a whole.

Historic Spanish Point Archaeological Site Essay - 2139 Words

Located on Little Sarasota Bay in Osprey Florida on a thirty acre land, Historic Spanish Point is a museum and an environmental complex operated by the Gulf Coast Heritage Association. The museum includes an archeological exhibit of pre historic shell mound as a midden, a chapel, boatyard, nature trails, a citrus packing house and a turn-of-the-century pioneer homestead historic house museum (Burnett, 1986). The Historic Spanish Point is the earliest Archaeological site to be listed in the national Register of Historic places and offers excellent leisurely walking tours to numerous visitors who regularly tour this site all year round. There exists an archaeological record that encompasses about 5,000 years of Florida prehistory.†¦show more content†¦Most of the pioneer settlers were attracted to settle in the area by the climate and the bounty of Sarasota Bay. Archaeological excavations and exterminations of archaic data place the Historic Spanish Point’s Hill Cottage Midden in the archaic formative period (Walter, 2010). Midden refers to a dump for domestic waste. Archaeologists worldwide describe all kinds of features containing waste products relating to day-to-day human life as middens. A variety of archaeological materials are contained in midden deposits including botanical material, potsherds, shell, animal bone, left over pieces from making stone flack point and all other artifacts with historic human occupation. The Archaic Midden, which is the oldest midden dates back as far as 3000 BC. This midden consists of different layers of ancient artifacts like potter and shell tools. Shell Ridge Midden is the particular site that the Webb family constructed their house. It was originally used as a platform for the residence of the chief and ancient inhabitant’s temple construction site. 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Principles of E-Business - Firefly Airline Background - Free Essay Example

Sample details Pages: 10 Words: 3027 Downloads: 5 Date added: 2017/06/26 Category Business Essay Type Research paper Level High school Did you like this example? Principles of E-Business Table of Contents Introduction Firefly Airline background Business Model Business-to-Consumer (B2C) Business-to-Government (B2G) Low-Cost Carrier Aircraft Bases Non-flight Revenue Limit Personnel Costs Principles of Low cost Airline à ¢Ã¢â€š ¬Ã¢â‚¬Å" Firefly Online Travel Portal SWOT Analysis Strengths Weaknesses Opportunities Threats Functionality Comparison of functionality between Firefly and AirAsia Recommendations Conclusion References . Don’t waste time! Our writers will create an original "Principles of E-Business Firefly Airline Background" essay for you Create order Introduction In this assignment, I need to choose one of my favourite e-business website and making some research on the website. I need to identify and explain the online business model used by the website. Besides that, I was also required to describe the type of e-business functionality that is available on the site. Other than that, there will also some comparison of functionality with other different website be done under the functionality. At the end of this assignment, I was also need to provide recommendation on how to improve the website by using some additional e-business solutions. Firefly Airline background Firefly Airline launched on April 3 in year 2007. Firefly is under operated by FlyFirefly Sdn Bhd and it is known as MAS Sdn Bhd before. It is a full-service point to point carrier and also full subsidiary of Malaysia Airlines System Berhad. The first head office is located on the Sultan Abdul Aziz Shah Airport in Subang Jaya, Selangor. It claims to be first community airline in Malaysia. There are operating two hubs in Malaysia and they are located on Sultan Abdul Aziz Shah Airport, Subang, Selangor and another hub is located on Penang International Airport. The airlineà ¢Ã¢â€š ¬Ã¢â€ž ¢s first flight was from Penang to Kota Bharu. Firefly offers connections to many-sided of points in Malaysia, Singapore, Southern Thailand and Sumatera of Indonesia. They are modulating itself with Indonesia-Malaysia-Thailand Growth Triangle agenda. Although Firefly is 100% owned by Malaysia Airlines, but it separate management. Firefly was focuses on serving dynamic Malaysia, Thailand, Indonesi a and Singapore growth region, populated more than 70 million people. Their vision is to be trusted brand known for providing reliable, safe, comfortable and accessible premium travel experiences that with the same feeling with the passengers. Besides that, their mission is to enhance their footprint by providing exceptional services and maintaining their profitability above industry average. Although they continue to manage their routes, they also take pride in aligning their work culture and business model to social conscience. Their future destination is planning to use Malacca International airport located in Malacca to extend their base. Business Model Business model is a plan that is implemented by the company to apply and generate revenue and increase profit. In business model, it will include components and functions as well as revenues which the company applies. The business models that Firefly has are business-to-consumer (B2C), business-to-government (B2G) and Lower-cost carrier. Business-to-Consumer (B2C) Business-to Consumer is e-commerce model in which businesses sell product or services to the customer. Customer can purchase or booking their ticket in their site. Customer will surf through the Firefly website and booking and make payment their air ticket. Thereby, business-to-consumer happens in this process. Business-to-Government (B2G) Business-to-Government is a variant of business-to-business model. Some website is used by government to trade or exchange information with some business organizations. Government will surf to the Firefly site and booking and purchase the air ticket. Some government will chartered whole the flight and thus business-to-government happened here. Low-Cost Carrier A low cost carrier or low cost airline, some people known as no frills discounts or budget carrier or cheap flight is an airline that usually has lower fares and fewer comforts. To make up for revenue lost in decreased ticket prices, the airline maybe can charge for extras like priority boarding, seat allocating, baggage and etc. Aircraft Most of the low-cost carriers for example like Firefly operate aircraft configured with a single passenger class and most operate just a single type of aircraft. In the past, Firefly tended to operate the older aircraft purchased second hand for example like the Boeing 737. The aircraft must always operate with a minimum set of optional equipment, further decreasing costs of acquisition and maintenance, as well as keeping weight of the aircraft lower and thus saving the fuel. Bases Many of the low-cost carriers for example like Firefly develop one or more bases to increase their destination coverage and defend their market. Non-flight Revenue Low-cost carriers bring into being ancillary revenue from some of the activities for example like ala-carte features and commission-based products. Firefly for example, generates revenue by courier services and hotels as well as flights. Limit Personnel Costs Low-cost carriers are on purpose to be low-cost. So, the employees will work in multiple roles. At some airlines flight attendants also clean the aircraft or work as gate agents. For example like Firefly, check in at the gate luggage requires fees as it requires addition to the weight calculation and baggage handling in last minutes. Online check-in becoming common for Firefly, again interest of avoiding personnel cost. Principles of Low cost Airline à ¢Ã¢â€š ¬Ã¢â‚¬Å" Firefly Online check-in Have staff do multiple jobs. For example like cabin crew also check tickets at the gate or clean aircraft. Do not use reserved seating because it may slow down the loading of the aircraft. Carry very little extra fuel because for reducing the weight of the aircraft. Hedge fuel costs for example like buying fuel in advance when it is cheap. Keep aircraft on the ground for very short time so that can lower airport charges. Route planning before aircraft arrives at airport and saving time on the ground. Charge for last minutes baggage check in because it will slows down the loading of the aircraft. Online Travel Portal The launching of Firefly Holidays which is the countryà ¢Ã¢â€š ¬Ã¢â€ž ¢s first online travel portal, organization of Firefly airline will grows auxiliary income contribution to revenue by 15 percent to 20 percent. It offered packages extended its coverage include more 100 Malaysia Airlines worldwide destinations. Through this portal, customers are given flexibility to select or choose their favored flight timings, hotels and complement their own holidays with optional tours and transfers. SWOT Analysis Strengths Being an assist of MAS, Fireflyà ¢Ã¢â€š ¬Ã¢â€ž ¢s begin cost and learning curve in the industry is remarkable reduced. Firefly has introduced renovation product with new routes take into the new markets. It has landing rights and is the one and the only carrier from Penang to the place that famous tourist destinations consist of Langkawi and Koh Samui. Exclusive and particular access to the Sultan Abdul Aziz Shah Airport located at Subang capacitates it to fully capture all of the travelers selecting for this route. The Sultan Abdul Aziz Shah Airport located at Subang is near and closer to the main residential and commercial hotspots for example like Petaling Jaya and Kuala Lumpur compared with another to KLIA. The firefly e-business website is user friendly and the first time user can easy to use it. Firefly payment system is easy and secured and user can feel safe to booking their flight ticket. The firefly e-business website also updates the information especially the flight pr omotion. Weaknesses Beyond doubt Firefly is the new in the business, especially on the part of online sales. Even though the Fireflyà ¢Ã¢â€š ¬Ã¢â€ž ¢s parent company MAS was late to introduce its online booking engine only in January 2004. It is be short of the experience in this field if compared with Air Asia. Air Asia was voted as the most popular website for online shopping in survey managed by AC Nielsen Consultancy. As a hub, Subang Airport has its shortcoming though. Exclusive access to Subang removes possibilities of other airline passengers using Firefly in Subang for the connectivity or during stopover. Besides that, the other limitation of the Subang Airport is the lack of a systematic public transport to or from the airport. If compared with the KLIA, there provide Express Rail Link, shuttle buses to city and taxies. Subang Airport just trusts on and relies uniquely on taxies. Furthermore, Firefly website doesnà ¢Ã¢â€š ¬Ã¢â€ž ¢t have provided the search bar to the customers. Opportunities Connell has discussed and comment that medical tourism become successful in Asia especially and has point out global interest. In Penang there have 13 private hospitals which Firefly can try to work with the promotion of medical tourism. Firefly has many spokes out of Penang to popular destination with international airlines get through Penang Airport. Firefly can win stopover passengers looking to visit popular destination. Threats AirAsia is the main threat of Firefly. The sustaining price war between budget airlines is anticipated to continue reducing into profits. With the overall drop in Asia Pacific air-traffic anticipated to continue, FSCs will think over to join the fight for the budget travelers segment immediately or by starting a subsidiary LCC. Other than that, there are also exists threats of substitute products called bus services, train services and car travel especially the KL-Penang route. For example like Aeroline, a business class like bus service charges around RM60 from KL to Penang trip. It takes around 5 hours to reach the destination if compared to 1 hour by flying. Functionality This is the homepage of Firefly e-business website. The homepage show all of the promotion and information of the flight. User can book their flight on left hand side of the homepage. In terms of functionality, there are available in the Firefly website to help perform day to day operation. Functionalities are being discussed below: First of all, book flight functionality is the most important and basic requirement for an airline e-business site. There have a small book flight window in the firefly homepage. This small window can allow user easily to booking their flight. User can select their trip is round trip or one way trip. Then, user can choose their departure location for example like Subang Airport, Penang Airport, Singapore or others. After select their departure location, and then user needs to choose their destination. Then user have to choose their depart date. If the user is choose round trip, then they need to choose their return date. User also can choose their currency for example like Malaysia Ringgit, Singapore dollar, US dollar or others. User also can select the number of adult or infants that travel the trip. There are two options for user to choose is it user needs to travel on the date or user can choose the lowest fare. User need to press on Search Flight button to search the available flight. After the user press on the Search Flight button, it will link to calendar select page. The page will show the price of the flight of the day departure. After the user confirm the price, user need to press to continue button to continue next step. This page will show all the flight of the departure day. It will show the flight number, depart and arrive time, promo and the value fare. The user can know which flight is available to choose and some of the flight is not available. There are also has the fare rules provide to the user. User can refer on it. After the user chooses the flight that they wish to travel, use r need to confirm and accept the fare rules, and continue to another step. If the user is the member, user can login with their member account to saving their booking. For not user can continue their booking without login and saving their details. They need fill up all the passenger details for example like name, date of birth, travel document, issuing country, document number and others. After fill up and confirm all the passenger details, user can continue the next step without seat selection or choose seat. If the user chooses their seat that they want there will have extra charge 15 ringgit Malaysia. If the user continue without seat selection, it will straight link to contact details page. If the user continues with seat selection, it will link to seat selections page. Different seat have the different fee. After choose their seat, the user need to assign and continue. This is the details of the seat fee. They will remind the user again there will be extra charge for seat selections. User need to confirm and continue to next step or press nevermind button to go back to previous page. This is the contact details page. This page will show the Firefly travel protection. User can refer and on it and confirm. Then next step of this page is special services requests. User can request to increase their check in baggage allowance up to 35 kg. User also can request that they have sport equipments or not. Next is connecting communities program. The user can donate 1 ringgit Malaysia to it if the user wants. Last step of this page is to fill in the contact page. If got any emergency information, Firefly will contact the people on this contact details. After fill in all of the information, user can continue to payment details page. This is the payment details page. It will show the total amount due that user need to do their payment. The theory of payment methods in e-business site is à ¢Ã¢â€š ¬Ã…“The more type of payment that can be accepted, the higher possibility of a transaction will happenà ¢Ã¢â€š ¬Ã‚ . In Firefly sit, firefly accept credit card, debit card or direct debit payment. If the user has any voucher, they can add on it. But the voucher must be redeemed before any other payment methods, any of the remaining balance has to be paid by credit or debit card. With the vouchers, it will be attracted to more users. This is the direct debit payment method. User can select their bank that they wish to direct debit payment. It accepts Maybank and CIMB bank. Firefly also will show all the details of the booking for example like flight details, price details and the special services request summary. User can check in the flight in the web. User just needs to keep in the confirmation number, departing and arriving location. User also can reprint the boarding pass in this page. Comparison of functionality between Firefly and AirAsia Firefly AirAsia Positioning Low fares / community airlines Low cost short haul, no frills Seat type Single seat (economic class only) Single seat (economic class only) Seat option Allocated seating Free seating with Xpress Boarding option In-flight dining Complimentary drinks snacks Wide range of light meals and snacks available for purchase onboard Check-in baggage No check in fees, baggage limit of 20KG Each checked in baggage is charged 5 ringgit Malaysia with baggage limit of 15 KG vouchers ƒ ¼ ƒ ¼ Search bar ƒ » ƒ ¼ Payment method Credit card, debit card, Direct debit payment Credit card, debit card, Online Booking System ƒ ¼ ƒ ¼ Comparisons of Firefly in teams of functionality are being done with the competitor which is AirAsia. AirAsiaà ¢Ã¢â€š ¬Ã¢â€ž ¢s free-seating with Xpress Boarding option, imposes on itself a negative perception, by inconveniencing passengers. Fireflyà ¢Ã¢â€š ¬Ã¢â€ž ¢s allocated seating is a plus for travelers especially groups, with no rushing and queuing for preferred seats. Strengthening the Community Airline tag is Fireflyà ¢Ã¢â€š ¬Ã¢â€ž ¢s higher baggage limit and no baggage check-in fees but again looses out on ancillary income. AirAsia goes with the No-Frills, has hidden cost, and is a turn off for international transit travelers who usually travel heavy and expect a higher baggage limit. Firefly is positioning itself using different strategy in customer convenience compared with competitor. With the pricing comparison of both airlines, both are dynamic, it is not possible to compared both pricing, both also charge the additional admin fees and airport tax. Recommendations Firefly needs to enhance and improve on on-time flights, and de-market this negative perception. On-time flight not only can improve Firefly perception and branding, it can saves amount of money due to low efficiency and downtime, and also cut down and decrease the airport charges. It is recommended that attaining on-time flights be made an index in employee performance, and also have a monthly stimulate tied to this performance indicator. The on-time flight information can show on Fireflyà ¢Ã¢â€š ¬Ã¢â€ž ¢s site, demonstrating Fireflyà ¢Ã¢â€š ¬Ã¢â€ž ¢s acceptance to customer satisfaction. Besides that, firefly can provide a shuttle bus service to and from Subang Airport, can help to improve its community airline image. Other than thatà ¢Ã¢â€š ¬Ã¢â€ž ¢s, Firefly site can provide the search bar for the user or the customer like the competitor AirAsia site. Search bar can help customer or user easily to find their information. Moreover, Firefly can try to expand more destination of flight to other country for example like fly to United State, England, Korea, Japan or other destination. Furthermore, the Firefly site availability is very important and make sure it is available 24 hours per day. If the website is unavailable, Firefly will lost a lot of customers. Finally, Firefly can provide live chat online system in the website. So customer can live chat with the operator anytime. The live chat online system must be available in 24 hours. Conclusion In this assignment, I was tried to determine and explain the business model that is used by Firefly. Business models that Firefly has are business-to-consumer (B2C), business-to-government (B2G) and low-cost carriers. Other than that, SWOT analysis is also being discussed in this assignment for example like the strength, weaknesses, opportunities and threats. Besides that, this assignment also has discussed and explains about the functionality of booking system and how is the booking system process. It will help the user and the customer booking the flight ticket. There will also some recommendations that provide to the Firefly, firefly will be more improved. References About Firefly Holiday | Firefly Holiday. 2014.About Firefly Holiday | Firefly Holiday. [ONLINE] Available at:https://www.fireflyholiday.com/about. [Accessed 01 June 2014]. Business Model Definition | Investopedia. 2013.Business Model Definition | Investopedia. [ONLINE] Available at:https://www.investopedia.com/terms/b/businessmodel.asp. [Accessed 01 June 2014] Company Profile. 2014.Company Profile. [ONLINE] Available at:https://www.fireflyz.com.my/about/company-profile. [Accessed 01 June 2014]. E-Commerce Business Models. 2014.E-Commerce Business Models. [ONLINE] Available at:https://www.tutorialspoint.com/e_commerce/e_commerce_business_models.htm. [Accessed 01 June 2014]. For Your Information: FIREFLY MARKETING ANALYSIS, DISCUSSION RECOMMENDATIONS. 2014.For Your Information: FIREFLY MARKETING ANALYSIS, DISCUSSION RECOMMENDATIONS. [ONLINE] Available at:https://fyi-penang.blogspot.com/2009/04/firefly-marketing-analysis-discussion.html. [Accessed 01 June 2014].