The Lack Of Comprehensive Speech In Catch free essay sample

22 Essay, Research Paper The Lack of Comprehensive Speech in Catch 22 Most of what we truly say has no significance. This construct is absolutely supported in Catch 22, by Joseph Heller. Almost every character and scene in the novel contain duologues where the people speak aimlessly and have no account for why they are speaking. Colonel Cargill addresses his work forces by stating, ? You # 8217 ; re American officers. The officers of no other ground forces in the universe can do that statement. Think about it. # 8221 ; ( 29 ) Even though the comment is true, it has no significance. These type of random statements and duologues occur throughout the whole book. Another state of affairs when two people speak without doing any sense is when Clevinger is being questioned. # 8220 ; I didn # 8217 ; Ts say you couldn # 8217 ; t penalize me, # 8221 ; said Clevinger. # 8220 ; When? # 8221 ; asked the colonel. # 8220 ; When what, sir? # 8221 ; # 8220 ; Now you # 8217 ; rhenium inquiring me inquiries again. # 8221 ; # 8220 ; I am regretful, sir. We will write a custom essay sample on The Lack Of Comprehensive Speech In Catch or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page I # 8217 ; m afraid I don # 8217 ; t understand your question. # 8221 ; ( 79 ) Subsequently in the question, the colonel is so distorted in his conversation that he no longer wants to cognize when Clevinger said that he could non be punished. He now wants to cognize when Clevinger did non state that he could non be punished. Clevinger rapidly rebuts and provinces, # 8220 ; I ever didn # 8217 ; Ts say you couldn # 8217 ; t penalize me, sir. # 8221 ; Finally, the colonel is satisfied with that reply even though Clevinger # 8217 ; s statement did non reply the inquiry and has no significance. Major Major frequently spoke with a deficiency of significance. He merely did non do sense. For case, he told Sergeant Towser, his helper, # 8220 ; From now on, I Don # 8217 ; t want anyone to come in to see me while I # 8217 ; m here. # 8221 ; ( 102 ) Harmonizing to this statement, when would anyone be able to see him if they could merely travel to his office when Major Major was out? When Appleby one time went to see Major Major, he started to speak to Sergeant Towser. # 8220 ; About how long will I have to wait before I can travel in to see the major? # 8221 ; # 8220 ; Just until he goes to tiffin, # 8221 ; Sergeant Towser replied. # 8220 ; Then you can travel right in. # 8221 ; # 8220 ; But he wont be at that place so. Will he? # 8221 ; # 8220 ; No, sir. Major Major won # 8217 ; t be back in his office until after lunch. # 8221 ; ( 110 ) The celebrated gimmick 22, stated that one can merely be grounded from winging if he/she is brainsick. However, if one asks to be grounded, he/she is no longer considered to be brainsick and the soldier would hold to wing more missions. Yossarian ever fell into this trap. He wants to be grounded bu T he couldn’t be considered insane because he keeps on inquiring to be grounded. Dr. Stubbs remarks about Yossarian # 8217 ; s catch 22. He says, # 8220 ; That crazy asshole may be the merely sane one left. # 8221 ; This obviously represents a complete contradiction. When Orr explains why he walks about as a child with crab apples in his cheeks, he excessively speaks with no significance. His account was, # 8220 ; because they # 8217 ; ve got a better form than Equus caballus chestnuts. # 8221 ; ( 23 ) But, why put anything in your cheeks? This conversation is so equivocal and had such small significance that the reply to # 8220 ; why? # 8221 ; is neer explained to Yossarian. For no ground, Yossarian and Orr convince Appleby that he has flies in his eyes. Appleby becomes highly disquieted and asks Havermeyer if he genuinely has flies in his eyes. Havermeyer confirms that he does non. A few proceedingss subsequently, Appleby says to Havermeyer, # 8220 ; You # 8217 ; ve got insignificant brickle crumbs on your face. # 8221 ; ( 48 ) Havermeyer rapidly responds by stating, # 8220 ; I # 8217 ; vitamin D instead have peanut brickle crumbs on my face than flies in my eyes. # 8221 ; ( 48 ) Havermeyer contradicts himself because he foremost says that Applyby has nil in his eyes and so minutes later suddenly says that he has flies in his eyes. Another illustration of when the characters in the fresh talk and act without doing any sense is when Captain Black started the Glorious Loyalty Oath Crusade. Captain Black encouraged the soldiers to subscribe this optional curse to demo that they were non Communists. However, he says to Milo, # 8220 ; The work forces don # 8217 ; Ts have to mark # 8230 ; # 8230 ; .if they don # 8217 ; t want to. But we need you to hunger them to decease if they don # 8217 ; t. # 8221 ; ( 118 ) Obviously, this statement is a contradiction. If Captain Black is traveling to hunger them to decease, so the curse is, in fact, coercing every member of the squadron to subscribe. Colonel Cargill, Clevinger, Major Major, Dr. Stubbs, Sergeant Towser, Captain Black, Appleby, Havermeyer, Orr, and of class, Yossarian are all ill-famed for talking abundantly and seldom stating anything of substance. Frequently, the disorderly duologues are a consequence of two characters pass oning on different wave lengths. This is seen when Clevinger is being questioned. The colonel and Clevinger are believing so otherwise at the clip, that there is no manner they would be able to understand one another. This book decidedly makes one realize how hard it is to pass on, the jobs people have seeking to understand one another, and recognizing that sometimes what we say has no significance.

Devils Disciples essays

Devil's Disciples essays The Devils Disciples Hoffer, Peter Charles (Baltimore: The John Hopkins University King James IIs rise to power in the 1680s became an extremely turbulent time for all under his reign. This was primary due to Catholic versus Protestant relations. Unlike his brother Charles II, James II openly professed his Catholic beliefs and granted religious freedom to all. Aside from religious toleration, his appointing of Catholics to high government posts enraged the Protestant colonialists even more. One individual was Governor Andros. He wrongfully imposed taxes, took way self-governing systems, ended jury trials, and oppressed Puritan beliefs. Peter Hoffer gives the reader an account of the Salem witch trials through the story of the Barbadian minister Parris, his daughter Betty, and his slave Tituba. In certain places, he eludes to mini-stories and small history explanations to help the reader better understand the Puritans way of thinking and Titunbas African back round. Parris is called to Salem Town for a temporary position. However, through a town feud between two powerful Puritan families, Parris position soon becomes permanent. Like all small Puritan villages, Salem Town is a struggling Utopia. After James II leaves the throne, Governor Andros is murdered. The evasive Utopia, lost governor, struggling economy, cold winters, and deadly sicknesses that plague Salem Town put the residences faith to a test. One might ask why the Puritans, a religious sect thought to be quite holy, should have the most witchery. Hoffer explains how the Puritans holy attitudes and beliefs are partially the cause of their problems. Each Puritan village is a highly structured and disciplined society. The goal of each of these settlements is to achieve Utopia or something close to it. They fail to reach anything close. Because of this, many Puritans blame their problems on outside forces. Althoug ...

How to Win a McDonalds Scholarship

How to Win a McDonald's Scholarship SAT / ACT Prep Online Guides and Tips McDonald's charities offer many different scholarships for college-bound seniors all over the country, all with different awards and eligibility requirements. Because there's so much variability among awards, applying for a McDonald's scholarship can seem daunting. Ultimately, though, it's worth it to apply - since 1985, Ronald McDonald House Charities have given out over $65 million in scholarships. Wouldn't it be great to get a small piece of that? I'll walk you through the different types of scholarship awards that McDonald's offers, in addition to offering tips and strategies to optimize your chances of winning your own award. What Are the McDonald's Scholarships? Scholarships are awarded through chapters of Ronald McDonald's House Charities, or RMHCs. There are currently 322 RMHCs in 57 different counties and regions. A variety different scholarships are available, all with different eligibility requirements. Four particular scholarships are offered through many RMHC chapters - I'll be focusing on these awards for the rest of this article. The following scholarships are need-based awards that are given to honor students' scholastic, community, and work performance. You can only apply to one of the four scholarships listed, so focus on the scholarship that you are most eligible for. For example, if you are a minority scholarship applicant, apply to the appropriate ethnicity-based award if possible. Not all RMHCs will offer all four of the following scholarships.There may be local awards offered or sponsored through your RMHC, however- you can find out more by checking with a local McDonald’s restaurant. RHMC Scholars This scholarship is open to all students. The availability and amount of award depends on your local RHMC chapter. RHMC/HACER (Hispanic American Commitment to Educational Resources) This scholarship is open to students who have at least one parent of Hispanic heritage. Applicants must submit a personal statement about their cultural background, career goals, community commitment, and any unique personal circumstances.The availability and amount of award depends on your local RHMC chapter. There are four National RHMC/HACER scholarships available- your local RMHC doesn't need to participate for you to apply for this award. The scholarship is for undergraduate students only; recipients receive $100,000 paid out over 4 years. RMHC/African American Future Achievers This scholarship is open to students who have at least one parent of African American or Black Caribbean heritage.Applicants must submit a personal statement about their cultural background, career goals, community commitment, and any unique personal circumstances.The availability and amount of award depends on your local RHMC chapter. RMHC/ASIA (Asian Students Increasing Achievement) This scholarship is open to students who have at least one parent of Asian-Pacific heritage.Applicants must submit a personal statement about their cultural background, career goals, community commitment, and any unique personal circumstances.The availability and amount of award depends on your local RHMC chapter. Check with your local chapter to see if they offer any other scholarships you may be eligible for. How Do You Know If You're Eligible? In addition to the ethnic eligibility requirements for a few of the above scholarships, there are some blanket eligibility requirements that apply to RMHC awards.In order to qualify, you must: Be a high school senior Be under 21 Have a minimum 2.7 GPA Be eligible to attend a 2-year or 4-year college, university, or technical school with a full course of study Be a legal US resident Live in a participating RMHC's geographic area (with the exception of the National RMHC/HACER scholarships) Submit a complete application and all required documentation by the appropriate deadline. Provide verification of enrollment at an eligible school Demonstrate financial need If you meet all the above requirements, you're on the right track to submitting a successful McDonald's scholarship application. What Information Do You Need to Apply? Keep in mind that deadlines and other application requirements may vary based on your local RMHC. However, you'll most likely be asked to provide the following materials for your scholarship application: High school transcript SAT/ACT scores Resume Personal statement addressing your background, career goals, community commitment, and any unique personal circumstances or characteristics. Your statement should likely be fewer than 1000 words. Letters of recommendation - these should come from teachers or mentors who can speak to your abilities and commitment to education. How Do You Submit an Application? The application window for the 2018-2019 academic year has already closed, but you could get a head start on the 2019-2020 applications if you're a current high school senior.The new application should open in October of 2019; the deadline will likely be in late January of 2020. This page should update with more information about submitting an application once the new scholarship opens in October. Until then, you can get more information by contacting your local RMHC. How Much Can You Win? Like I mentioned earlier in the post, award amounts will generally vary based on (1) scholarship availability in your area, and (2) your local RMHC scholarship budgets. Most participating RMHC chapters award minimum awards of $1,000, and some can award $20,000 or more. Try searching for "[local city] Ronald McDonald's House Charity scholarships" to get information about what award opportunities are available in your area. Want to build the best possible college application and financial aid package? We can help. PrepScholar Admissions is the world's best admissions consulting service. We combine world-class admissions counselors with our data-driven, proprietary admissions strategies. We've overseen thousands of students get into their top choice schools, from state colleges to the Ivy League. We know what kinds of students colleges want to admit. We want to get you admitted to your dream schools. Learn more about PrepScholar Admissions to maximize your chance of getting in. When Do You Find Out Whether You've Been Selected? You'll likely receive news of your award between April and June. Scholarship winners will be notified in writing or via email by their local RMHC chapter. How Can You Use McDonald's Scholarship Money? First, you'll only be awarded your scholarship money if you're enrolled as a full-time undergraduate at an accredited school. You have to stay in school continuously during the academic year, unless an interruption is approved by your scholarship sponsor. Checks will be made out directly to your school, although this may vary by RMHC chapter. Funds can be applied to tuition, fees, books, and supplies. Money applied to room board charges may be taxed. Avoid tax charges if you can help it! See if you can apply scholarship funds to tuition and fees before using them to pay for room board. Strategies: How to Increase Your Chances of Winning a McDonald's Scholarship The following tips will help you submit your strongest application for any McDonald's scholarship you choose to apply to. The more time you give yourself to implement these strategies, the more successful you'll be! Research Your Local Ronald McDonald House Charity One of the first things you should do is check on what scholarship opportunities are actually available to you through your local RMHC. Your local RMHC may participate in the scholarships described earlier; if they do, you should be able to get more information about availability, deadlines, scholarship award amounts, and applications by contacting that RMHC. Try Googlingâ€Å"[your local area/city] Ronald McDonald House Charity scholarship† for more information. You can also check on availability for the above scholarships by following the appropriate link on this page. If your local RMHC does not offer the scholarships listed above, they may offer other awards, much like the RMHC of Eastern New England that I mentioned earlier. Because all these local scholarships will have different deadlines, requirements, award amounts, etc., it’s best to research these scholarships as early as possible. Again, the best way to do this is research and/or get in contact with your local RMHC. Choose the People Writing Your Letter(s) of Recommendation Wisely Your letter writer should ideally be a teacher, coach, or mentor that you have a long-standing, positive, personal relationship with. If your letter writer doesn’t provide a strong and well-written letter vouching for your abilities and commitment to education, chances are your application won’t be given much thought. To confirm that you’re selecting the right person as your letter writer, ask them if they feel comfortable writing you a very strong or glowing recommendation. If they’re not comfortable, they should have the opportunity to decline so that you can choose someone who’s better able to vouch for you. Try to give your letter writers 10-12 weeks of advance notice before your application is due. Take Your Personal Statement Seriously You’ll have up to 1,000 words to discuss your education and career goals, as well as individual qualities and strengths. Be concise and clear, and maintain a positive tone. To brainstorm for your personal statement, think about how you would respond to the following questions: What are your academic interests? How did you develop these interests? How does your educational plan align with your academic interests and strengths? How will your educational plan help you to fulfill your long-term career goals? Do you plan on becoming a leader in your field or career? How? How will this McDonald’s scholarship money enable you to pursue your education, and by extension, your long-term goals? If there are any special circumstances or hardships you’ve experienced in your life, make sure to mention them briefly in your personal statement. If they’ve affected your past grades or performance in any way, explain how (don’t make excuses, but be matter-of-fact about how events have affected you). Have a trusted teacher, mentor, advisor, and/or friend edit and proofread your work. Check for spelling, formatting, and grammatical errors before submitting your essay. If You're a Younger High School Student ... Focus on your academic performance. The minimum GPA for scholarship eligibility is 2.7, but you’ll be able to present yourself as a more competitive applicant if you have a higher GPA. If you’re a freshman, sophomore, or junior, you can increase your chances of receiving this scholarship (and other scholarships) by doing extra credit, seeing teachers for extra help, etc. For the NationalRMHC/HACER scholarship in particular, academic performance seems to be a very important evaluation criterion. Two winners for the 2015-2016 academic year are attending Harvard, one is attending Stanford, and one is attending UPenn. Seek out community service activities. Many scholarships award funds to students who demonstrate an investment in their communities. (e.g. the scholarships for minority students described above). You can demonstrate this commitment by participating in volunteer activities, particularly through your school or church. Some example activities include tutoring underprivileged students, joining a cultural club, or volunteering at a homeless shelter. Think about what aspects of your community are most important to you when considering service activities. Demonstrate how involved you've been in community service by updating your resume to include all relevant activities. If community service has shaped your interests or goals, discuss this influence in your personal statement. What's Next? McDonald's scholarships aren't the only scholarships out there for ambitious high school students. Read more about the Walmart Scholarship and National Merit Scholarship. Looking for other ways to pay your college education? You'll want to check out our guide to the Pell Grant. Did you know that sometimes getting a scholarship is as easy as applying to your school of choice? Check out this list of schools that automatically offer scholarships based on grades and test scores. Want to improve your SAT score by 160 points or your ACT score by 4 points?We've written a guide for each test about the top 5 strategies you must be using to have a shot at improving your score. Download it for free now:

Within the context of 1881-1991, how far was the Cuban missile crisis Essay

Within the context of 1881-1991, how far was the Cuban missile crisis the low point in relations between the USSR and the West - Essay Example Graham’s Essence of decision: Explaining the Cuban Missile Crisis explains in great detail the situation of both the United States and Cuba during the crisis and presents the decisions that the authorities and military leaders of the two states had to make. Gaddis’ The Cold War: A New History discusses about the cold war in depth and analyse the relationship that existed between the US and the Soviet Union over several years. Andrew Kydd on the other hand analyzes the relationship that existed between different countries of the world; especially the major powers. Years of Russia, the USSR and Collapse of the Soviet Communism traces the history of the USSR and its ultimate collapse as a world super power. The book follows the relationship that the USSR and Russia had with the United States, Cuba and other countries. Many of the books that have been used present similar facts or points of view. Although sources authored by the CIA, Cimbala Fenno and Parrot were referred to and were quite useful in getting insights into the state of affaires at during the Cuban missile crisis, they have not been directly referred to in the body of the paper. Several reputable websites have also been used in the study. All of the online sources referred to are published by reputable organizations or persons. Ibiblio, for example traces the events that led to the missile crisis while Nuclear Files shows the timeline of the events of the time. The US State Department on the other hand shows the Act that was enacted in the country in view of the Cuban crisis and the relations that the country had with Russia and the USSR. In general, all the sources that have been used are reputable and reliable although some may be considered to be outdated. Many of the sources agree on different topics although they are written and published in the United

Paper 2 Essay Example | Topics and Well Written Essays - 1250 words

Paper 2 - Essay Example Madison talks about unity, a united country with united people, common interests, decisions, thinking and arguments. He states up to the extent. The main advantage of having a country under one body is the representatives selected are refined through a lot of people (and a lot of people deciding to cast a vote for the same person cannot be wrong). Such a medium of chosen bodies are the best in wisdom and may best discern and distinguish the true interest of the country. It would be more consonant and publically good to hire people who could translate their thinking and mind-set on a broader scale. The number of the elected representatives should not be increased as selection of a lot of people brings about trouble and selection of a few results in a disaster. You get and elect trained and practiced people who decide for your future thus taking the country to a new direction the best part about such a structure is that no one can dawn upon the other, that means no bullying can be done and no tyrant can be sustainable. Also they cannot just do wrong as they are the centre of attention of a lot of people and their every movement is being recorded. 2. Anti- Federalist paper: Brutus Brutus in the article Anti- Federalist paper states that there should be thirteen different states with an individual executive and judiciary. There shouldn’t be a single state platform forming a set of rules being enforced on the citizens irrespective of what they want and how they want. One body should not have the power to decide the future of a million people without having consent with the people would be facing the outcomes. The constitution is not a good thing in an individuals’ interest as it is aimed for a lot of people and does not cater at an individual level. A constitution for a country does not focus and target an individuals’ interest and rights. The government is a subversion of liberty by applying principles, rules and regulations, and tyrannical atr ocities; they forget who voted for them for what reason. They do not care about the people who elected them and made them the representatives of the country and apply restrictions and more rules and principles and enforce them throughout the country. It’s all about their own interests, nothing about the human nature, it’s about them when they are elected and they are chosen to be the representatives. A free republic cannot exceed to such an immense extent. They need to have subordinates who could cater every other individual and could have the info and thee details about a certain person, his problems and should be formulating or devising a solution. They have large fortunes and less moderation towards people and their interests. No time for individual district, it’s all about the country and the bodies organizing, maintaining and showing interests about them; people come in the end. They gratify their own interests and ambitions and forget that they have been e lected by these people who are (in that scenario), being betrayed. He further states that the country have independent states deciding their own future and knowing and caring about each n every group. 3. Comparison: The comparison here is of the

An Over View Of The Costa Coffee Campaign Marketing Essay

An Over View Of The Costa Coffee Campaign Marketing Essay It has always been said that distinguish a correct market place for a business is very difficult as well as to gain sustainable interest from a customer as a steppingstone when there is such a fragmented marketplace with many competitors. However the Costa coffee campaign will make a definite difference. It will emphasize the quality of the coffee and its value of spending time discovering your favourite coffee. This will take place in shopping centre in Auckland City as well as on television, radio and magazines. This initial advertising is sure to establish Costa Coffee as a new brand name for the New Zealand Coffee Lovers. Sending the message to our target consumers both male and female aged between 18~45 years old that drinking Costa coffee can be enjoyable and worth experience than other brand outlets coffee. Then when the target consumers realise a positive impact (benefits) the Costa Coffee is having on their daily life the product is sure to be promoted through word of mouth. This initial advertising is sure to establish Costa Coffee as a brand name for the leading New Zealand Coffee shop in future. Coffee consumption in Australia and New Zealand has increased massively in the past few years. It is easy to find lots of different cafes around that are open and lots of people drinking coffee steadily inside and outside the cafà ©. New Zealander loves drink coffee in their daily life and a Flat white is a good example. A Flat white is one of most popular coffee beverage served in Australia and New Zealand which created by New Zealander called Derek Townsend in the early eighties. Coffee is actually one of the healthiest beverages that billions of people consume regularly and it is one of the most widely researched ingredients. The growing body of scientific research has shown that coffee is safe for healthy adults and can even have beneficial health implications as a part of a healthy diet and physically active lifestyle. For example, the most predominant fact is that regular consumption of coffee decreases the risk of type II diabetes and many other health risks. Therefore, the concept of creating healthier, pleasant and high quality coffee beverage of Costa Coffee will be implemented. This idea revolves around the importance of reinstating the value of spending time with their favourite coffee beverage more effectively, and also the attempt to break into the competitive market of Coffee shops (including private cafes) in Auckland City. Costa Coffee is one of the largest and fastest growing coffee chains in the UK. It was founded in 1971 in Italy by two Italian brothers Sergio and Bruno Costa. Costa Company which introduced the first Costa coffee shop in the UK in early 1980s had as a main objective to create and serve the finest authentic Italian coffee. Costa became part of Whitebread PLC in 1995 and has followed an expansion program, so to become recognised nationally. With over  1,000 stores in the UK and over 400 internationally, Costa has enjoyed a remarkable period of growth since it opened its first store.  Costa is now the leading UK branded coffee shop with over 300 stores that now operates in 25 countries (Costa Coffee, n.d.). In addition, it opened its 1000th milestone store in March 2008 in Moscow (Whitbread PLC, 2010). Costa Coffee has a specially blended coffee called Mocha Italia that created by Sergio and Bruno Costa 37 years ago, made of their own special blend of coffee beans. Its a unique blend as it manages to combine the sweetness, bitterness and body needed to make the perfect cup of coffee. As for the blend itself, thats a closely guarded secret, but you can enjoy a cup of its distinctive flavour and a warm Italian welcome at any of our Costa coffee shops (Costa Coffee, n.d.). Just beyond the Mocha Italia, Costa Coffee provided variety range of coffee beverage selections like other coffee shops have, it also includes non-coffee beverages (tea, juice and hot chocolate etc) and snacks (sandwiches, muffins and cakes etc). (Costa Coffee, n.d.). TARGET MARKET In the advertising plan, the target market would be divided into smaller segments as geographic, demographic and psychographic. Firstly, geographic includes of the country, town, place or city. This advertising plan is for Auckland City, and it covers all central city area and it also including areas such as Parnell, Newmarket and Mission bay. Auckland Central city is known as a heart of Auckland; consequently, large populations can be found because this is where most universities and the business are located. After 12 months, the target market can be extended to other area such as North Shore, Waitakere City and Manukau City. Secondly, under the demographic, both male and females aged between 18 45 years old is our products target market, but it does cater for everyones needs. The reason for this is primarily because the product itself is ideally for the adults (business men and women). They usually go to Costa at the office-going hour to take morning coffee before starting the work and at lunchtime. Costa coffee is relatively high price is the reason why working people take a bigger part of customers than students despite their similar using hour. However, it will also include university students who can afford to buy priced coffee. Overall, our advertising will directly towards to people who are interest to spend their money on coffee beverage. Additionally, Costa introduced the Kids menu for new target market Family. As many Costa stores are located in high streets and shopping malls in UK, there is an massive potential for family target. To meet this demand Costa has launched a specific range of food for children- Costa Kids, comprising a little sandwich, new Smarties American style cookies, yoghurts and Robinsons Fruit Shoot drinks placed in special Costa Kids bags so that children can take the food with them (Costa Coffee, n.d.) Under the psychographic, all internet users can be our target market. It includes students of final year in college or in university and young employees who could be Costa coffees potential customers. Yet, not many coffee shops offering free Wi-Fi, therefore, open 24 hours and providing unlimited free Wi-Fi will attracting those ADVERTISING OBJECTS Our advertising objectives have been created to be something that advertising can accomplish, for instance a shift in perception or to create awareness. In order to launch the advertising plan effectively, both the marketing objectives as well as the communications objectives are important to be considered. Marketing Objectives These are the marketing objectives that Costa Coffee should achieve after launching the advertising campaign. To increase the brand recognition To increase unit sales of both coffee beverage and non-coffee beverage To generate steady profit over the next 12 months To increase the market share by 10% over the next 12 months Communication Objectives These are the communication objectives that Costa Coffee should achieved after launching the advertising campaign. To increase the quality of blended coffee beverage and excellent customer service To maintain Costa Coffee as the preferred brand of coffee shop among 50% business men/women and student customers in Auckland city next 12 months To build the awareness of Costa Coffee among 70% of the target audience in the next 12 months To enhance the brand and corporation image in the consumers mind-set over next 12 months ADVERTISING STRATEGIES Our campaign plan for the advertisement of the Costa Coffee mainly covers the aspect of interaction between customers and Costa Coffee and how this will ultimately effect customers daily life. Definitely its focus based on the activity of customers spending time at one of Costa coffee outlets for relax. Strategy is the means by which we aim to achieve the objectives (White, 2000). Our strategy is to encompass a significant aspect of advertising, incorporating elements of the marketing mix. As White states that enable advertising to fulfill its role in the overall marketing mix (2000), it also covers the development of identifying specific objectives that can be met by advertising. Strategies It is recommended to Costa Coffee to use the three types of strategy to achieve its marketing and communications objectives as stated earlier. Those three strategies that are suggested to implement are position strategy, message strategy, and media strategy. Position Strategy Costa Coffee position for its product as high quality blended coffee beverage which using affordable pricing strategy. In order to accomplish this position strategy, it is suggested to Costa Coffee to emphasize its quality and excellent customer service in all outlets. These will creates a trust and strong commitment on Costa Coffee and its coffee beans quality and customer service. Once the customers have trust and believed the quality and the services provided by the Costa Coffee, they will go around talking more about Costa Coffee to others. Costa Coffee will be the first on to choose among other competitors, likely, Starbucks could be the second choice.   Message Strategy Costa Coffee may use a new theme or slogan called Costa Coffee A little taste of Italy worth waiting for. This message conveys the customer who used to drink American style blended coffee beverage. To create Italian heritage, interior of Costa coffee shop will provide the image of Italian heritage for their customers as well as a unique taste. It will guarantee the customers highest satisfaction. Media Strategies In order to achieve the objectives which was stated earlier, various types of advertising media will be use to communicate the selling theme to the target audience such as television, newspapers, Internet banner, billboard and magazines. All of this media may increase the Costa Coffee Companys sales, profit and awareness of the product as it can deliver the message very wide to all target audience and leave a deep impact on the target audiences mind at the same time. Tactics There are many types of media and direct marketing that can be used for advertising campaign, each media has its own advantages and disadvantages. However, it is very important to choose the best media to reach the target audience. In this case Costa Coffee may choose television, newspapers, Internet, billboard, and Magazine for the advertising campaign. Television Television is the best media to advertise the certain product/service, however, it is relatively expensive than newspapers and magazines. The main reason for this is, it contains the combination of sound, visual images, motion and colours. It offers national coverage where it can covers large amount of audiences within short period of times. Television does easily grasp consumers attention and create awareness on them. Through television, Costa Coffee will be able to achieve its objectives by creating awareness on the consumers. The advertisement will advertise equally in three most popular television channels such as TV1, TV2 and TV3 and Sky TV. The advertisement would advertise in all months throughout the year. However, more advertisement would advertise on early April, May, June, July, August and late September. The main reason for this is, these are the months that New Zealands autumn and winter season started and ends. Theoretically, more people would preferred to drink hot beverage especially in winter time. Moreover, this advertisement will advertise on daily on both the TV channels during the prime time, which is between 8.pm and 11.pm. This is considered the best timing because, most students and working people would back from colleges or work, and this is the time where they will be resting in front of the TV. However the length of advertisement would be 15 to no more than 30 seconds. 1st scene A man with a bulk of paper work in his office 2nd scene A group of university students with loads of assignments 3rd scene It is morning tea time and two seniors sitting down on the couch in their living room and willing to drink something with their snack 5th scene Showing Costa Coffee with its slogan A little taste of Italy, worth waiting for. 6th scene Happy and satisfaction faces of the working man, the college student, and seniors with the take away coffee beverage in their hand. And at the bottom of the last screen the Costa Coffees website and locations will appear saying Visit today! Newspapers Costa Coffee will choose two most popular newspapers in Auckland religion; it would be The New Zealand Herald (The Aucklander) and The Sunday Star times. According to the latest Nielson national newspaper survey, the both readership of the Weekend and Daily Herald were up strongly in 2009 (Weekend herald readers grow, 2009). For Weekend Herald was read by an average of 618,000 people aged 15+, up by 17,000 from a year ago, and about 568,000 people read the Daily Herald and as well as the combined print edition and website readership was also up 5.5 per cent to 685,000 (Weekend herald readers grow, 2009). This figure clearly shows that The New Zealand Herald is the highest readership of any newspaper in the country. Additionally, over a week the Herald audience has increased by 52,000, reaching 1.15 million New Zealanders; six out of 10 Aucklanders read a print edition of the Herald or visit nzherald.co.nz each week (Weekend herald readers grow, 2009). The Sunday Star-Times is New Zealands only national broadsheet newspaper with a readership of over 608,000 (Murphy, n.d.). Sunday Star-Times is a newspaper provides the backgrounds stories of national significance, at the same time providing quality leisure read for an audience which has time to take it in. Due to this, these two newspapers are selected in this advertising campaign. Newspaper advertisement would be done in every month throughout the whole year. The advertisement would be done only on Monday, Saturday and Sunday, where it would be in full page in colours. This is because on Monday all business people going back to their office. Of course, Saturdays and Sundays are the days that people usually rest in their house and spend enough time to go through each and every pages on the newspapers. And furthermore there are lots of special editions on weekends about lifestyle and so on, which will attract many people, read newspapers. While going through the newspapers, definitely they will come across Costa Coffee advertisement because it covers the full page with colourful image. Thus, this will create awareness on the consumers. Internet Banner The Internet banners are the best media for online advertisements. The internet banners will be advertised on the best New Zealand websites such as Trade me, Yellow pages, Stuff, TVNZ, and NZ Herald, yahoo!xtra and Google NZ and more. Banners will show with the advertising campaign and it will put for the 24/7, 12 months. It will place at the top of the search machine or the websites, therefore target audience will be aware these banners while searching or surfing the internet. To make sure, all the banners should flash shifting from one screen to another and it will only goes off when the user clicks to close it. Billboards Billboards are usually put along highway and main roads to capture the audiences who long on the road or drive along the streets and highways. The billboard advertisement will be for the whole year during the advertising campaign. The billboard will use a poster panel form which is silk screened and printed in sheets to the billboard. It is important to use appropriated size of image and font so drivers are able to see the billboard while they are driving without any distraction. The billboard will be set up on the Northern, Southern and Western Motorway and high traffic areas in the central city. Therefore, it will create the brand recognition and product identification by target audience, plus, increase the brand equity. Magazines Magazines are one of the best ways to advertise the branded Coffee shop like Costa Coffee, especially the fashionable Coffee Lovers. Normally, it contains fancy colours of pictures and photos to attract their target audience. Decided to advertise Costa Coffee in Fashion, Food Beverage and Restaurant related magazines such as Cuisine, Vogue, and Womens Weekly. The Womens Weekly magazine is the main magazine media to advertise because it ranked in number one selling New Zealand Magazines (isubscribe, 2010). The advertisement will be printed in each month throughout the whole year in full page with colourful image and a logo of Costa Coffee and simple message will be add on. SWOT ANALYSIS Strengths The main strength of the Costa Coffee is the made in UK Company has a strong presence with a good reputation for creativity and coffee in UK. Therefore, the strong connection between New Zealand and UK may influence to increase the Costa Coffee consumption. The second strength for the Costa Coffee is Italian Heritage. Most of the branded Coffee outlets are selling American style or Kiwi style blended coffee beverage. However, Costa Coffee is known as an Italian influenced culture founded on Italian expert knowledge of roasting unique coffee beans to make high quality handmade drinks. As a customer, it will be great reason to motivate them to experience a new style of coffee. Lastly, the wide range of food (ie. Cake, sandwiches, muffins etc) for both adults and kids and unlimited free Wi-Fi internet connection can be also strong strength for Costa Coffee. Weakness The biggest weakness for the Costa Coffee is its market share in Auckland, New Zealand. Yet, Costa Coffee has no market share in the Central city of Auckland and no brand recognition has been made. Therefore, it will be challenge for Costa Coffee to create strong presence with a good reputation like in UK. Opportunities Expansion could be a key opportunity for Costa Coffee. For example, opening more outlets near the University campus, city council, immigration agency, banks within Central Auckland City. Also attracting a wider population especially families with specific products for children. Costa Coffees Kid menu is the good example for this opportunity. Treats As a treat for Costa coffee, Auckland Central city could become saturated with different types of coffee shops. Therefore, this area is quite challenge for Costa Coffee to entering in and targeting the same market with existing coffee shops eg. Starbucks, Columbus, Esquire etc. New entrants are also treats to Costa Coffee. For example, increasing competitive threats from donut and bagel chains as they continuously expand their outlets and increase alternatives of coffee product offering. BUDGET The table below shows the budget allocation across the different media of the advertising plan. The overall budget allocated for this advertising plan would be no more than NZ $4,000, 000. As shown in the table, it shows Television is the major media spend most of the budget followed by the Newspapers. However, it is worth spending massive budget on Television advertisements because it does exposed to larger quantity of target market incredibly within short period of time. Thus, it can easily grasp the target audiences attention by use of combination of visual images, motion, colours and sound effects. For Newspapers, it also plays an important role, because it is cheaper than Television but it also covers wide areas of target market and audience. Communication Tools Amount per year (NZ $) Television 2,592,000 Newspapers 3,512,832 Internet Banner 235,200 Billboard 222,000 Magazine 161,000 Total (NZ $) $ 3,390,116 The calculation above is the maximum amount of the advertising campaign for the whole year. MEASUREMENT Since Costa Coffee has been spending lots of money on its advertising campaign, it is very important to know whether the advertising was effective or not. The effectiveness of advertising campaign needs to be assessed in order to avoid costly mistakes (Belch Belch, 1999). In this case, pre-test can be used before the campaign is implemented and post-test is done after implementing the advertising campaign. There are many ways or methods to do these measurements, such as questionnaires/survey, interview, observations and focus group project or more. Questionnaires, survey and interview are the basic and most common methods to be used by everyone because it is reasonably cheap and easy to gather the peoples opinion towards product/service.

Back to the Future: the Work and Influence of Filippo Marinetti & Umberto Boccioni

Back to the Future The work and influence of Filippo Marinetti & Umberto Boccioni In Europe the transition from the 19th to the 20th century witnessed the emergence of a number of artistic and social movements which left a great impact on societies, not only in Europe but also worldwide. Movements such as Futurism, Dadaism, Surrealism, and Constructivism played an important role in changing society for the better by using their design and art practices.This era also witnessed a number of ideological and cultural changes in many fields such as psychology, philosophy, arts, and technology. Behind the popularity of Dada, Surrealism, Constructivism, Art Deco, and also Vorticism, there was a strong idea of Futurism which incorporated elements of technology, speed, violence, and mechanical objects such as cars, airplanes, and bicycles. Futurism was largely an Italian based movement, however there were other versions of the movement happening around the world, including Russia, and England. .Most Futurists practiced in various mediums of art. According to Anonymous (2010), sculpture, painting, architecture, ceramics, industrial design, interior design, graphic design, theatre and film, textiles, and literature were all acceptable mediums for The Futurists. Two of the more notorious Futurists were Filippo Marinetti, and Umberto Boccioni. Marinetti’s Manifesto of Futurism and Boccioni’s plastic dynamism and sculpture, Unique Forms of Continuity in Space are two very well known pieces of art which played an important role in the popularity of Futurism.The works of the two futurists inspired many artists of their time and are still well known amongst contemporary artists. When the French newspaper, Le Figaro, published on its front page a manifesto about an artistic group, no one knew about the author. The manifesto was written by an EgyptianItalian named Filippo Marinetti, who was based in Milan and was one of the founding fathers of Futurism. The literary p iece was about Le Futurism, the foundation manifesto of the artistic group which was in the process of forming. Marinetti was a natural born writer he wrote from a very young age.He studied in Paris, where he furthered his love for literature. Marinetti’s rebellious nature caused him some difficulties even at this age. He faced the threat of expulsion when he tried to publish Emile Zola’s scandalous novels through the school magazine. (Harrison 2003, 35) Shortly after the manifesto was published Marinetti was thrust into the public eye, gaining notoriety amongst his contemporaries who saw that he would introduce large changes in the art world. However he was severely criticized by some artists because of his passionate hate for old art and politics.In the article, Marinetti idealized the beauty of modern life and discussed the benefits of machinery, speed, violence, and youth. He talked about the transformation of Italian culture in a new artistic world. According to H enning (2006), Marinetti’s manifesto was not welcomed by most historians who saw it as an attack against history, and historicism. They were of the view that Marinetti joined anti-musuem sentiment with nationalism. Even though the manifesto was published in a French newspaper, it received a large response from Italy. The manifesto was published in the French newspaper Le Figaro, but he emphasized its source -’from Italy’- at the same time as he rejected the museum culture of Italy, and by implication France too, in the effort to pronounce himself of the present, and of the future. Marinetti associated museums with an obsessions with the past which was corrupting and infecting the body of the nation. † (Henning 2006, 39) Marinetti’s manifesto continued to gain popularity from contemporary artists and draw criticism from contemporary historians.His opposition to museums were considered a threat to the connection between ancient art and literature. In 1916, when Marinetti introduced the manifesto ‘The New Religion-Morality of Speed’, it was clear that it had some connection with the past. Though Marinetti adorned this manifesto with technological excitement, he used the parody of religious language, which confused his critics. ‘The New Religion’ has received a strong response from authors over time. For example Blum (1996) see in the manifesto a strong logic for Futurism. The binary structuring of reality is tied to the founding of a new religion. In ‘La nuova religione-role della velocita’ (The New Religion-Morality of Speed; 1916), Marinetti argues that speed, whose essence is ‘the intuitive synthesis of all forces in movement,’ is, by nature, pure. † (Blum 1996, 34) Despite a strict Catholic upbringing, Marinetti was an open opponent of religion, especially the influence of The Vatican in Italy. He was greatly influenced by his fathers interest in the history of religio n. He had great command of the use of religious language, but always with an anti-clerical tone.For example, in his manifesto, ‘Against the Papacy and the Catholic Mentality, Repositories of Every Kind of Traditionalism’, Marinetti launched a campaign for the liberation of Italy from The Vatican. Despite there being clear anti-Catholic tirades in his two manifestos-Against Spain, and Against the Papacy and the Catholic Mentality- one can easily find a solid religious foundation within his writings. Bru and Martens (2006) see a connection between the manifestos. They are of the opinion that despite a gap of over nine years between the publication of the two manifestos, little change is seen in his views of religion. Marinetti expressed his anti-Catholic sentiments in the manifestos, Against Spain (1910) and Against the Papacy and the Catholics Mentality, Repositories of Every Kind of Traditionalism (1919). He was fervently supported by Settimelli, whose brochure Svatican amento: Dichiarazione agli italiani, attacked the Vatican in such strong term that it was sequestered and its author taken to court. † (Bru and Martens 2006, 179) Berghaus (2009) has found genuinely innovative elements in the manifestos of Marinetti. He is of the opinion that Marinetti’s manifestos propagate the futurist reform of lifestyle. Marinetti was opposed to any fetishization of the muscular body and was highly critical of the Fascist adoption of sporting spectacles for the purpose of indoctrination. He was interested in healthy bodies with agile minds. Modern physical culture was an ally in his battle against decadence, materialism, and outdated values. † (Berghaus 2009, 33) Therefore, it can be said that the hidden religious characteristics of Marinetti helped to construct his anti-Catholic and anti-clerical campaign. It is obvious that he developed this quality because of his father’s close connection with religion and religious symbolism.Marinet ti’s role in giving a significant position to Futurism in the cultural history of the twentieth century cannot be ignored. Italian painter and sculptor Boccioni is considered to be one of Italy’s most important Futurists. He laid a strong foundation for the concept of Futurism in Italy. Boccioni, who studied art in Rome’s Scuola Libera del Nudo a the Accademia dil Belle Arti, launched a campaign in 1914 to transform Italy, and introduce Plastic Dynamism. His encounter with Futurism came after many years of studying the psychology of artistic dilemmas.He used powerful plastic forms to convey a concept of movement both intrinsic and relative to the object’s environment. After studying the Impressionists and Post-Impressionists in Paris. Boccioni played a very important role in the establishment of Futurism in Italy in 1911. This was time when Futurism had formed an idiosyncratic and vibrant style, with earl stages of pointillism giving way to a softer, less distinct neo-impressionisitic aesthetic. Smith (1997) says that because of Boccioni’s stern anti-traditional notions, researchers often find a similarity between himself and Marinetti’s ideologies.The response of the two Futurists towards tradition and the influence of religion on society in Italy is very similar indeed. However, according to Smith, Boccioni is differs slightly in his ideas about modernism. â€Å"Although most writers on Futurism accept that Boccioni was caught up by Marinetti’s ideology, most have isolated his work from his proto-Facist politics. His work is thus discussed primarily in terms of his use of the formal devices for the representation of modernity that the Futurists advocated in their manifesto; theories of modernism and various forms of contemporary philosophy are also invoked. (Smith 1997, 111) Like Marinetti, Boccioni audaciously attacked traditional values in his book ‘Pittura e scultura futuriste (dinamismo plastico)â⠂¬â„¢. He announced that his ideas n Plastic Dynamism would function as an anti-traditional idea, and revive not only Italy, but the whole world. In plastic dynamism, Boccioni tried to find a connection between plastic form, and it’s surrounding space. Boccioni has received great attention from Hays (2000) who has closely researched the development of Plastic Dynamism.The author gives credit to Boccioni in the development of new theories in the genre. â€Å"A more essential evolution of these problems, and one closer to the scientific movement that emancipated physical theory from the old notion of matter and its correlative space, is the basis of the new plastic theories developed by the Futurist Umberto Boccioni in his writings on Plastic Dynamism. † (Hays 2000), 592) Boccioni, in his writing severely criticized the traditional aesthetic taste of a democratic states, and said they were largely comprised of pseudo-intellectuals, anarchists, and socialists.He held Enri co Ferri, the socialist editor of L’Avanti in high regard, but was also supportive of Enrico Corradini, the nationalist novelist and journalist. Despite Boccioni’s criticism of the Italian Nationalist Association for it failure to assist the futurists in promoting the movement politically, he was of the view that Corradini’s nationalist beliefs were a beacon of hope in a corrupt society. Boccioni studied closely both the nature of an object in motion and its visual revolution in relation to the environment through which it travels.Contrary to traditionalists, his plastic dynamism was a regeneration of plastic consciousness which rejected the devastating effects of democratic-rationalist education. (Kwinter, 2001, 61) Therefore it would not be wrong to say that the aesthetics of Plastic Dynamism which Boccioni highlighted in his writing was anti-democratic as well as anti-traditional. According to Harte (2009), Boccioni, despite his inspiration from the Avant Gar de art movements of Picasso and Braque, presented his ideas in a different style. Unlike the cubists, Picasso and Braque, who fragmented the painted object with little regard for its relationship to the surrounding world, Boccioni and his fellow futurists emphasized an aestheticised object’s interaction with that world, regarding this interaction as critical to a successful expression of rapid movement on the static canvas or through three dimensional, sculpted forms. † (Harte 2009, 18) Boccioni’s understanding of the fourth dimension successfully bound the theory of space to a temporal idea of revolution.This understanding makes Boccioni prominent amongst other Futurists. The study of the work and writings of both Boccioni and Marinetti make it clear that without an understanding of these two figures, it is difficult to understand the concept of Futurism itself. These two Futurists played an important role in sparking people’s interest in the Futurist mov ement, created a template not only for artistic ideas, but also for cultural and social disobedience and a fundamental opposition to traditional aesthetic, moral and political opinions.They each attempted to clarify the Futurist’s ideals and their work left a great impact on society. Smith (1997) provides further evidence of the ideological connection between Boccioni and Marinetti. â€Å"Boccioni and Marinetti founded a movement based on speed. With the death of it’s leading artists, Boccioni, Futurism died fast. † (Strickland and Boswell 2007, 139) References Anonymous (2010) Futurism: Futurist Manifesto, Suite Vollard Enrico Prampolini, General Books LLC, New York Anonymous Berghaus, G. 2009) Futurism and the Technological Imagination, Rodopi, Amsterdam Blum, C S. (1996) The Other Modernism: F. T. Marinetti’s Futurist Fiction of Power, University of California Press, California Bru, S. , and Martens, G. (2006) The Invention of Politics in the European Avant-garde, Rodolphi, Amsterdam Harrison, A. (2003) D. H. Lawrence and Italian Futurism: A Study of Influence, Rodopi, Harte, T. (2009) Fast Forward The Aesthetics and Ideology of Speed in Russian Avant-Garde Culture, University of Wisconsin Press, Wisconsin Hays, M. 2000) Architecture Theory Since 1968, MIT Press, Cambridge Henning, M. (2006) Museums, Media, and Cultural Theory. McGraw-Hill International, London Smith, T E. (1997) Invisible Touch: Modernism and Masculinity, University of Chicago Press, Chicago Strickland, C. , and Boswell J (2007) The Annotated Mona Lisa: A Crash Course in Art History from Prehistoric to Post Modern. Andrews McMeel Publishing, Riverside, NJ Figure 1. Unique Forms of Continuity in Space, 1913, Umberto Boccioni From: http://www. octorhugo. org/synaesthesia/art/ Figure 2. Dynamism of a cyclist, painting, 1913, Umberto Boccioni From: http://artsforhealthmmu. blogspot. com/2011/08/blog-post. html Figure 3. Futurist Manifesto, newspaper article, 1917, F ilippo Marinetti From: http://www. collezioni-f. it/marinetti01. jpg Figure 4. Parole in Liberta, book illustration, 1917, Filippo Marinetti From: http://blanchardmodernart. blogspot. com/2010/10/cubism-and-futurism. html Back to the Future: the Work and Influence of Filippo Marinetti & Umberto Boccioni Back to the Future The work and influence of Filippo Marinetti & Umberto Boccioni In Europe the transition from the 19th to the 20th century witnessed the emergence of a number of artistic and social movements which left a great impact on societies, not only in Europe but also worldwide. Movements such as Futurism, Dadaism, Surrealism, and Constructivism played an important role in changing society for the better by using their design and art practices.This era also witnessed a number of ideological and cultural changes in many fields such as psychology, philosophy, arts, and technology. Behind the popularity of Dada, Surrealism, Constructivism, Art Deco, and also Vorticism, there was a strong idea of Futurism which incorporated elements of technology, speed, violence, and mechanical objects such as cars, airplanes, and bicycles. Futurism was largely an Italian based movement, however there were other versions of the movement happening around the world, including Russia, and England. .Most Futurists practiced in various mediums of art. According to Anonymous (2010), sculpture, painting, architecture, ceramics, industrial design, interior design, graphic design, theatre and film, textiles, and literature were all acceptable mediums for The Futurists. Two of the more notorious Futurists were Filippo Marinetti, and Umberto Boccioni. Marinetti’s Manifesto of Futurism and Boccioni’s plastic dynamism and sculpture, Unique Forms of Continuity in Space are two very well known pieces of art which played an important role in the popularity of Futurism.The works of the two futurists inspired many artists of their time and are still well known amongst contemporary artists. When the French newspaper, Le Figaro, published on its front page a manifesto about an artistic group, no one knew about the author. The manifesto was written by an EgyptianItalian named Filippo Marinetti, who was based in Milan and was one of the founding fathers of Futurism. The literary p iece was about Le Futurism, the foundation manifesto of the artistic group which was in the process of forming. Marinetti was a natural born writer he wrote from a very young age.He studied in Paris, where he furthered his love for literature. Marinetti’s rebellious nature caused him some difficulties even at this age. He faced the threat of expulsion when he tried to publish Emile Zola’s scandalous novels through the school magazine. (Harrison 2003, 35) Shortly after the manifesto was published Marinetti was thrust into the public eye, gaining notoriety amongst his contemporaries who saw that he would introduce large changes in the art world. However he was severely criticized by some artists because of his passionate hate for old art and politics.In the article, Marinetti idealized the beauty of modern life and discussed the benefits of machinery, speed, violence, and youth. He talked about the transformation of Italian culture in a new artistic world. According to H enning (2006), Marinetti’s manifesto was not welcomed by most historians who saw it as an attack against history, and historicism. They were of the view that Marinetti joined anti-musuem sentiment with nationalism. Even though the manifesto was published in a French newspaper, it received a large response from Italy. The manifesto was published in the French newspaper Le Figaro, but he emphasized its source -’from Italy’- at the same time as he rejected the museum culture of Italy, and by implication France too, in the effort to pronounce himself of the present, and of the future. Marinetti associated museums with an obsessions with the past which was corrupting and infecting the body of the nation. † (Henning 2006, 39) Marinetti’s manifesto continued to gain popularity from contemporary artists and draw criticism from contemporary historians.His opposition to museums were considered a threat to the connection between ancient art and literature. In 1916, when Marinetti introduced the manifesto ‘The New Religion-Morality of Speed’, it was clear that it had some connection with the past. Though Marinetti adorned this manifesto with technological excitement, he used the parody of religious language, which confused his critics. ‘The New Religion’ has received a strong response from authors over time. For example Blum (1996) see in the manifesto a strong logic for Futurism. The binary structuring of reality is tied to the founding of a new religion. In ‘La nuova religione-role della velocita’ (The New Religion-Morality of Speed; 1916), Marinetti argues that speed, whose essence is ‘the intuitive synthesis of all forces in movement,’ is, by nature, pure. † (Blum 1996, 34) Despite a strict Catholic upbringing, Marinetti was an open opponent of religion, especially the influence of The Vatican in Italy. He was greatly influenced by his fathers interest in the history of religio n. He had great command of the use of religious language, but always with an anti-clerical tone.For example, in his manifesto, ‘Against the Papacy and the Catholic Mentality, Repositories of Every Kind of Traditionalism’, Marinetti launched a campaign for the liberation of Italy from The Vatican. Despite there being clear anti-Catholic tirades in his two manifestos-Against Spain, and Against the Papacy and the Catholic Mentality- one can easily find a solid religious foundation within his writings. Bru and Martens (2006) see a connection between the manifestos. They are of the opinion that despite a gap of over nine years between the publication of the two manifestos, little change is seen in his views of religion. Marinetti expressed his anti-Catholic sentiments in the manifestos, Against Spain (1910) and Against the Papacy and the Catholics Mentality, Repositories of Every Kind of Traditionalism (1919). He was fervently supported by Settimelli, whose brochure Svatican amento: Dichiarazione agli italiani, attacked the Vatican in such strong term that it was sequestered and its author taken to court. † (Bru and Martens 2006, 179) Berghaus (2009) has found genuinely innovative elements in the manifestos of Marinetti. He is of the opinion that Marinetti’s manifestos propagate the futurist reform of lifestyle. Marinetti was opposed to any fetishization of the muscular body and was highly critical of the Fascist adoption of sporting spectacles for the purpose of indoctrination. He was interested in healthy bodies with agile minds. Modern physical culture was an ally in his battle against decadence, materialism, and outdated values. † (Berghaus 2009, 33) Therefore, it can be said that the hidden religious characteristics of Marinetti helped to construct his anti-Catholic and anti-clerical campaign. It is obvious that he developed this quality because of his father’s close connection with religion and religious symbolism.Marinet ti’s role in giving a significant position to Futurism in the cultural history of the twentieth century cannot be ignored. Italian painter and sculptor Boccioni is considered to be one of Italy’s most important Futurists. He laid a strong foundation for the concept of Futurism in Italy. Boccioni, who studied art in Rome’s Scuola Libera del Nudo a the Accademia dil Belle Arti, launched a campaign in 1914 to transform Italy, and introduce Plastic Dynamism. His encounter with Futurism came after many years of studying the psychology of artistic dilemmas.He used powerful plastic forms to convey a concept of movement both intrinsic and relative to the object’s environment. After studying the Impressionists and Post-Impressionists in Paris. Boccioni played a very important role in the establishment of Futurism in Italy in 1911. This was time when Futurism had formed an idiosyncratic and vibrant style, with earl stages of pointillism giving way to a softer, less distinct neo-impressionisitic aesthetic. Smith (1997) says that because of Boccioni’s stern anti-traditional notions, researchers often find a similarity between himself and Marinetti’s ideologies.The response of the two Futurists towards tradition and the influence of religion on society in Italy is very similar indeed. However, according to Smith, Boccioni is differs slightly in his ideas about modernism. â€Å"Although most writers on Futurism accept that Boccioni was caught up by Marinetti’s ideology, most have isolated his work from his proto-Facist politics. His work is thus discussed primarily in terms of his use of the formal devices for the representation of modernity that the Futurists advocated in their manifesto; theories of modernism and various forms of contemporary philosophy are also invoked. (Smith 1997, 111) Like Marinetti, Boccioni audaciously attacked traditional values in his book ‘Pittura e scultura futuriste (dinamismo plastico)â⠂¬â„¢. He announced that his ideas n Plastic Dynamism would function as an anti-traditional idea, and revive not only Italy, but the whole world. In plastic dynamism, Boccioni tried to find a connection between plastic form, and it’s surrounding space. Boccioni has received great attention from Hays (2000) who has closely researched the development of Plastic Dynamism.The author gives credit to Boccioni in the development of new theories in the genre. â€Å"A more essential evolution of these problems, and one closer to the scientific movement that emancipated physical theory from the old notion of matter and its correlative space, is the basis of the new plastic theories developed by the Futurist Umberto Boccioni in his writings on Plastic Dynamism. † (Hays 2000), 592) Boccioni, in his writing severely criticized the traditional aesthetic taste of a democratic states, and said they were largely comprised of pseudo-intellectuals, anarchists, and socialists.He held Enri co Ferri, the socialist editor of L’Avanti in high regard, but was also supportive of Enrico Corradini, the nationalist novelist and journalist. Despite Boccioni’s criticism of the Italian Nationalist Association for it failure to assist the futurists in promoting the movement politically, he was of the view that Corradini’s nationalist beliefs were a beacon of hope in a corrupt society. Boccioni studied closely both the nature of an object in motion and its visual revolution in relation to the environment through which it travels.Contrary to traditionalists, his plastic dynamism was a regeneration of plastic consciousness which rejected the devastating effects of democratic-rationalist education. (Kwinter, 2001, 61) Therefore it would not be wrong to say that the aesthetics of Plastic Dynamism which Boccioni highlighted in his writing was anti-democratic as well as anti-traditional. According to Harte (2009), Boccioni, despite his inspiration from the Avant Gar de art movements of Picasso and Braque, presented his ideas in a different style. Unlike the cubists, Picasso and Braque, who fragmented the painted object with little regard for its relationship to the surrounding world, Boccioni and his fellow futurists emphasized an aestheticised object’s interaction with that world, regarding this interaction as critical to a successful expression of rapid movement on the static canvas or through three dimensional, sculpted forms. † (Harte 2009, 18) Boccioni’s understanding of the fourth dimension successfully bound the theory of space to a temporal idea of revolution.This understanding makes Boccioni prominent amongst other Futurists. The study of the work and writings of both Boccioni and Marinetti make it clear that without an understanding of these two figures, it is difficult to understand the concept of Futurism itself. These two Futurists played an important role in sparking people’s interest in the Futurist mov ement, created a template not only for artistic ideas, but also for cultural and social disobedience and a fundamental opposition to traditional aesthetic, moral and political opinions.They each attempted to clarify the Futurist’s ideals and their work left a great impact on society. Smith (1997) provides further evidence of the ideological connection between Boccioni and Marinetti. â€Å"Boccioni and Marinetti founded a movement based on speed. With the death of it’s leading artists, Boccioni, Futurism died fast. † (Strickland and Boswell 2007, 139) References Anonymous (2010) Futurism: Futurist Manifesto, Suite Vollard Enrico Prampolini, General Books LLC, New York Anonymous Berghaus, G. 2009) Futurism and the Technological Imagination, Rodopi, Amsterdam Blum, C S. (1996) The Other Modernism: F. T. Marinetti’s Futurist Fiction of Power, University of California Press, California Bru, S. , and Martens, G. (2006) The Invention of Politics in the European Avant-garde, Rodolphi, Amsterdam Harrison, A. (2003) D. H. Lawrence and Italian Futurism: A Study of Influence, Rodopi, Harte, T. (2009) Fast Forward The Aesthetics and Ideology of Speed in Russian Avant-Garde Culture, University of Wisconsin Press, Wisconsin Hays, M. 2000) Architecture Theory Since 1968, MIT Press, Cambridge Henning, M. (2006) Museums, Media, and Cultural Theory. McGraw-Hill International, London Smith, T E. (1997) Invisible Touch: Modernism and Masculinity, University of Chicago Press, Chicago Strickland, C. , and Boswell J (2007) The Annotated Mona Lisa: A Crash Course in Art History from Prehistoric to Post Modern. Andrews McMeel Publishing, Riverside, NJ Figure 1. Unique Forms of Continuity in Space, 1913, Umberto Boccioni From: http://www. octorhugo. org/synaesthesia/art/ Figure 2. Dynamism of a cyclist, painting, 1913, Umberto Boccioni From: http://artsforhealthmmu. blogspot. com/2011/08/blog-post. html Figure 3. Futurist Manifesto, newspaper article, 1917, F ilippo Marinetti From: http://www. collezioni-f. it/marinetti01. jpg Figure 4. Parole in Liberta, book illustration, 1917, Filippo Marinetti From: http://blanchardmodernart. blogspot. com/2010/10/cubism-and-futurism. html