Itc Cigarettes Case free essay sample

ITC Cigarettes 1Ans: Advertising and marketing tobacco products will attract new customers. By this ban on advertising of cigarettes in Indian market ITC is going to face a tough challenge of marketing their cigarettes. Few reasons why ban acts in negative way for ITC are Advertising contributes to the concepts of independence, fashion, glamour and machismo to be associated with smoking. Tobacco advertising in any form has a powerful effect on vulnerable groups like children, young people and women. Children and the youth use tobacco due to peer pressure, to look cool, older and mature. Children and youth are also highly influenced by celebrities and film stars smoking or endorsing tobacco brands. Due to the ban they need to devise new ways to attract customers which is the biggest challenge for ITC. 2Ans: Even though the law strictly prohibits direct advertising,lack of proper implementation resulted in companies flouting the rules. We will write a custom essay sample on Itc Cigarettes Case or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page No,ITC should not lobby to lift the ban on cigarette advertising as it will damage the public image of the brand,more importantly because it has wide range of products. ITC should promote their brand by the following means: Surrogate advertising. Industry tactics to flout the rules by taking advantages in improper implementation of the act. Launching mobile smoking lounges. Innovative collaborations. Ex:ITC and LIC Hookah cafes for attracting youth,especially women. Involiving in CSR activities. Point-of-sale advertising. 3Ans: The factors that affect the marketing mix of ITC cigarettes other than political and legal factors are Economic factors It is expected that cigarette use will increase overtime as disposable ncomes increase in India. The tax increase has also led to many unfiltered brands being removed from the market. The smokers who currently smoke bidis switched to factory made cigarettes, then India’s cigarette consumption would increase to around 640 billion sticks. Social factors More number of health conscious people Indian traditional system which forces women not to smoke. Changing mind-set of people about cigarette consumptio n. Concepts of independence, fashion, glamour and machismo to be associated with smoking.

Emotions Expressed In Music essays

Emotions Expressed In Music essays When I say art, every person reading this paper could potentially think of something different. This is because there are so many different kinds of art that it is hard to come up with an all inclusive definition for the word. Instead of trying to look at all of the different kinds of art, I am going to focus on art as an expression of emotion. Over the course of a day in your life, you experience many different emotions. You can feel happy, confused, sad, angry, or embarrassed. Everyone has their own way of expressing these emotions and some people choose to sing about them. One of the most powerful forms of art is a song that is written to express an emotion, whether it be happiness, sadness, or anger. A great example of a song written to express happiness is A New Day Has Come by Celine Dion. Celine Dion wrote this song shortly after the birth of her new baby. Her husband is quite a bit older than her and over the past few years has experienced some health problems, so she took a break from her music to spend time with him. They were told that the chance that they would be able to have a child was small, so when her new baby was born she was overcome with joy. Shortly after this she returned to her music and one of the first songs she wrote was about her baby boy. The opening stanza of the song is extremely powerful and helps to explain the reason for her happiness. She starts by singing, I was waiting for so long, for a miracle to come. Everyone told me to be strong, hold on and dont shed a tear. Even though people listening to the song who are not familiar with Celine Dions personal life could not possibly understand the level of happiness that the song expresses, the simple fact that Celine Dion wrote it with so much emotion makes it art. She only mentions her new son once throughout the song in the fifth stanza she sings, Where there w ...

RELATIONSHIP VS. CULTURE Movie Review Example | Topics and Well Written Essays - 750 words

RELATIONSHIP VS. CULTURE - Movie Review Example Ancient culture, as such, is something that tends to be valued more by older generations, which typically have more reverence for the history of the family’s culture. Food offers the chance for that kind of cross-generational interaction. As Indira Ganesan describes in â€Å"Food and the Immigrant†, modern teenagers and the sons of first-generation immigrants lack that awareness of the value of food in the cultural relationship between generations. She says, â€Å"I too resolved to eat plastic, avoid the eccentricities of ethnic cuisine† (172). These â€Å"eccentricities† are often a reason, however, for younger generations to avoid this cultural process of transference. With respect to the cultural artifacts and rituals passed down, there are often unwritten recipes in food preparation that have an unknown history. These recipes connect younger generations with generations long past, and they are tied to the cultural history of the family. For instance, s ome foods that we would traditionally describe as â€Å"Italian† or â€Å"Thai† are tied to the ethnic and cultural heritage of the family and to the extent that they are passed down verbally, so too does the culture continue through the ages. In my family, for instance, recipes call for ingredients that come directly from my family’s homeland. ... meaningful because it challenges people to think about the reasons for their commitment to their ancient culture: is it because of the precepts that are represented by that culture, or the personal meaning one derives from one’s relationships to their elders and ancestors? I believe that in order for an ancient culture to be transmitted between generations, recipients of culture must both believe in the principles and values, and respect those who are transmitting the principles and values. Without both of those elements, there is no hope for younger generations to accept the meaningfulness of culture. 3. â€Å"Do you believe that black and white are two fundamentally different race categories, or that black and white is simply two ends of the same spectrum, with many things in common?† This question attempts to get at the heart of race perceptions and is particularly relevant when it comes to multiracial individuals. For instance, if the child of a white mother and a b lack father sees black and white as two different race categories, then he will likely see himself as a contradiction and perhaps his self-esteem will lessen. If that child were to see black and white as a spectrum of races, then perhaps that child will see himself as having access to both cultures. And, as such, this is a more productive perception of race. 4. I believe that it is beneficial to have broader access to traditional values and beliefs. In my experience, the child of an interracial couple will be prouder and more respectful of their minority cultural heritage just because, in the context of a white-majority culture like in the United States, a minority cultural heritage is more special. So, even though the child focuses on that special cultural heritage, there is still a level of access

What has happened to the canadian economy over the last two years Essay

What has happened to the canadian economy over the last two years - Essay Example Seeking to explain these question and others that deal with the first global economic crisis in the twenty-first century and the response of the Canadian government as well as the Bank of Canada to this crisis, this research paper will explain and evaluate the policies of both branches of government. Australia is presently doing well financially, as are a whole bunch of other countries which have been able to deal with the effects of global economic crisis while successfully managing their economies. As this project is being typed, the Canadian dollar is close to $0.97 USD, which remains high and is perceived by some as an indication that the Canadian economy is doing well. Is this the case? This question is explored below (CBC, 2009). On July 23rd, 2009, the Bank of Canada released its quarterly Monetary Policy Report and enthusiastically announced that the recession that had afflicted Canadian businesses and the Canadian economy since the start of the global credit crisis was â€Å"over†. Showing that Canadian economic growth was slated to be 1.3% in the current fiscal quarter, the days of a shrinking economy were descried as a thing of the past. While unemployment continued to rise, Canadian growth was projected to be positive after three quarters of economic decline and Mark Carney, Bank of Canada governor announced to reporters that â€Å"We are on track for the recovery both in Canada and globally,". Speculation that growth will continue through 2009 and 2010, leading to a striking gross national product growth rate of 4% by the middle of 2010, enthusiasm was the result of this mid-summer announcement. Optimistic forecasts by the Bank of Canada has assured the electorate of a 3+ growth rate by 2010; this is ahead of forecasts by the International Monetary Fund and some of the major banks in Canada including ScotiaBank, Royal Bank and the CIBC. What accounts for the positive announcement and the fact that the Canadian economy is expected

What historical insights can industry materials (for example, Essay

What historical insights can industry materials (for example, marketing trailers or posters etc) provide in relation to film noir - Essay Example We take a quick peek into how the genre has survived the dual dominance of changing face of Hollywood and commercialization to ensure it holds its place, in spite of not being considered as a genre by many critics. Often classified as the art of making black films, film noir has crime trapped in black and white. There are no shades of gray in the story telling or the narrative. Every word uttered by the protagonists are filmed and shown to the viewer. And the most important part of the genre is creating that psychological shroud that propels the viewer in the audience to experience thrill, crime, and goriness coupled with a pessimistic view of the life of a fear stricken man. With fear of God replaced by fear of crime, film noir has always exploited the psychological tension that it builds up in its audiences (Conard & Porfirio, 2007, p.122). In film noir, it is all about using a set of standardized techniques to create an atmosphere of suspense and thrill. This is in stark contrast to the rest of the thriller movies in Hollywood under the crime and action genres, which rely on showing the activity of crime (like an explosion) happen, than concentrate on building up psychological tension throu gh motion picture of scenes related to the crime (like ticking of the time bomb). This genre evidently has a good amount of impact in engaging the audience and is a challenge for directors to achieve while filming the story. Let us take for example, the case of this film from the mid-nineties, â€Å"The Usual Suspects†. It is a story of five people who are held as suspects in a series of crimes. While the detective is busy trying to find the real criminal, which ultimately happens over the loud twist in the end, each of the five subjects offer elaborate and often untrue flashbacks to their gory pasts during the interrogation, only to mislead the officers. Why they do so is a story that reveals itself slowly, but what we look for in this film is how different

The Power Of Positive Thinking

The Power Of Positive Thinking Discovering happiness is like discovering yourself. You do not find happiness, you create it. Happiness is a conscious choice. Self actualization is the method used to discover who you are, who you want to be, and what happiness is to you. Ultimately, attaining genuine happiness is the method of doing what brings you the most pleasure and contentment for the duration of your life. The texts The Power of Positive Thinking by Norman Vincent Peale and Siddhartha written by Hermann Hesse, elucidate the actuality that happiness is a pathless journey. It is a journey of self creation and varies depending on the individual. Happiness is obtained through internal possessions opposed to external possessions. Within both novels happiness is said to be attained through positive personal thoughts and perceptions, and through the trials and errors of self actualization and enlightenment. However, happiness is not pursuable through money and materialistic objects. This discovery is structured arou nd the realization that true happiness lays within ones self. Searching for contentment and pleasure in the outside world will inevitably only lead to disappointment due to the detail that these forms of happiness do not have a lasting effect; their result is short term. Within the text The Power of Positive Thinking happiness is believed to be attained through positive personal thoughts and perceptions. Although it is not easy to find true happiness in ones self, it is not feasible to find it elsewhere. With the realization that happiness is something that lies within ones self, the search for it in the outside world can be disregarded. Within the text The Power of Positive Thinking, Peale discusses the concept that through thinking the kind of thoughts that lead you to a fuller and satisfying success, opposed to thoughts that will only bring an acquisitive success. Norman gives explanation of this by saying, You can think your way to failure and unhappiness, but you can also think your way to success and happiness. The world in which you live is not primarily determined by outward conditions and circumstances but by thoughts that habitually occupy your mind (Peale, pg 166). This quote illustrates how thoughts can influence ones disposition and life. Thoughts are far more than a process the mind uses to consider something, they are dictators of happiness. Thoughts are things, which essentially posses forceful power. The mind generates infinite amounts of thoughts each day. Thoughts are what consume, influence, and ultimately give morality and principals to people; they are essential guidelines to life. So the belief that if one thinks positively positivity will be generated around, and inevitably create happiness, is basically correct. Peale illustrates this concept by saying, It has been said that thoughts are things, that they actually posses dynamic power. Judged by the power they exercise one can readily accept such an appraisal. You can actually think yourself into or out of situations. You can make yourself ill with your thoughts and by the same token you can make yourself well by the use of a different and healing type of thought. Think one way and you attract the conditions which that type of thinking indicates. Think another way and you can create an entirely different set of conditions. Conditions are created by thoughts far more powerfully then conditions create thoughts (Peale, pg 166). This quote exemplifies how thoughts can generate negative or positive facets. Ultimately generating positive thoughts brings happiness, and affirming results. Thinking positively will create an atmosphere crucial to producing inner happiness. Within the text Siddhartha, the suggestion that happiness is attained through positive and optimistic thoughts is epitomized. Within the text, the protagonist Siddhartha embarks on an expedition of self enlightenment. This consists of listening to ones inner self to generate happiness opposed to the disarray of the outside world. Siddhartha was raised by his father in a small town located in India. He was educated on the subject of the ancient Hindu religions. However, Siddhartha becomes pessimistic about the teachings, and decides to set out into the world to observe and learn alternative answers to his questions regarding life and happiness. Siddharthas Hindu teachings did not fulfill sufficient explanations about the world. Unsurprisingly, Siddhartha ventures beyond his small village with his childhood friend Govinda, who wishes to reside within Siddharthas shadow, in hopes that he will become profitable with knowledge and wealth. After three years of regularly practiced meditatio n and fasting Siddhartha desires to achieve the enlightenment that the Buddha has achieved through listening to his inner thoughts and perceptions opposed to the madness of the outside world. In relevance to the text, The Power of Positive Thinking, the concept of obtaining a meaningful life is exemplified through listening to ones conscious; rather than following other individuals teachings. Ultimately, happiness is a self established thing. Hesse illustrates this concept by saying, I, also, would like to look and smile, sit and walk like that, so free, so worthy, so restrained, so candid, so childlike and mysterious. A man only looks and walks like that when he has conquered his Self. I also will conquer my SelfNo other teachings will attract me, since this mans teachings have not done so (Hesse, pg 29). This specific quote exhibits Siddharthas desire to amalgamate with his sense of self. He is certain in his belief that if he unites with his inner self, he will ultimately find happiness and be enlightened. He begins to concentrate his thoughts, and focus on being positive. He comes to the realization that happiness is derived from spiritual wealth opposed to material wealth. So ultimately he believes that generating positive thoughts and perceptions will lead him on his pursuit of happiness. He believes that there is a profound and powerful influence of ones thought. Hesse demonstrates this by exclaiming, Siddhartha spoke with ecstasy; deeply, this enlightenment had enlightened him. Oh, was not all suffering time, as soon as time would have been put out of existence by ones thoughts? In ecstatic delight, he had spoken, but Vasudeva smiled at him brightly and nodded in confirmation; silently he nodded, brushed his hands over Siddharthas shoulder, turned back to his work (Hesse, pg 50). This quotation from the text Siddhartha illustrates the idea that ones thoughts whether they are negative or positive have a significant impact on achieving happiness. Siddhartha refers to this by saying, All that we are is the result of what we have thought. If a man speaks or acts with an evil thought, pain follows him. If a man speaks or acts with a pure thought, happiness follows him, like a shadow that never leaves him (pg 67). This quotation is basically elucidating the notion that if you think negatively, negative effects will occur in your life. However, if you have a positive frame of mind, positive effects will occur within your life, and follow you throughout your existence. Ultimately, Siddhartha is on a journey to attain his self created inner peace. Both texts, The Power of Positive Thinking and Siddhartha illustrates the profound impact of thinking positively and how it can help obtain happiness. Throughout the text The Power of Positive Thinking happiness is considered to be attainable through the trials and errors of self actualization and enlightenment. Within the text, Peale exclaims that the only individual who decides ones happiness is that specific individual. On this journey of self actualization that Peale discussions throughout his text, there are key elements that facilitate the discovery of ones self. An individuals self is made up of numerous amounts of experiences. Some of these being positive, some negative. These experiences, all have one similar fixation; they all have a particular emotion attached to them. Some of these experiences are guilt, anger, sadness, excitement, love, hate, resentment, and of course happiness. These experiences are the trials and errors to achieving ones self. Unfortunately, people require the negative, to achieve the positive. If there were only positive experiences and emotions in the world, people would not be able to identify tru e happiness. This concept demonstrates how societies need trials and errors to finding ones self, in order to achieve true happiness. Peale expands on this idea by saying, As you read these words you may say, there is nothing new. Indeed, there is something new in every experience, good or bad, especially if you have never tried it. When you start to take practice in the method of finding positive within the negative, you will find the newest, freshest, most astonishing method of happy and successful living principals of all your life if you have never made use of them. Such inefficiency in living is tragic. For a man to have lived in poverty when all the time right on his doorstep is gold indicates an unintelligence approach to life. This simple philosophy is the way to life (Peale, pg 64). This particular quote exemplifies the notion that one cannot achieve happiness without knowing despair. However, to live a life of misery, completely oblivious to the reality that happiness is right in front of you is ultimately living an unfortunate life. However, some people choose to become ignorant to attainable happiness because they have found comfort in their unconstructive life. Ultimately, this is the life of an individual who has become trapped in the trial and error process of finding their own sense of self. Peale comments on this concept by saying, In saying this I certainly do not ignore or minimize the hardships and tragedies of the world, but neither do I allow them to dominate. You can permit obstacles to control your mind to the point where they are uttermost and thus become the dominating factors in your thought pattern. By learning how to cast them from the mind, and refusing to become mentally subservient to them, and by challenging spiritual power through your thoughts you can rise above obstacles which ordinarily might defeat you. You need be defeated only if you are willing to be. You can embark on the inner journey of self discovery, through trials and errors, but ultimately if you are persistent in your efforts you will be able to rise above, and obtain an inner happiness (Peale, pg 5). This exemplifies the notion that eventually, if persistent in ones efforts to discover their inner self, unwilling to allow the trials and errors of such a task to defeat them, happiness is bound to emerge into the individuals life. The inevitable enlightenment of such an experience will alter the thought pattern of the individual ensuring a true and lasting inner happiness. Within the text Siddhartha, is the journey into the inner psyche to ultimately achieve a sense of self actualization and enlightenment. Siddhartha is open to undergo any experience for the chance to have insight into his self. He believes that through achieving self actualization he will inevitable become enlightened causing continuous happiness. Siddhartha compares this strength of mind to a stone being dropped into the water. He says, It is the same when Siddhartha has an aim, a goal. Siddhartha does nothing; he waits, he thinks, he fasts, but he goes through the affairs of the world like the stone through the water, without doing anything, without bestirring himself; he is drawn and lets himself fall. He is drawn by his goal, for he does not allow anything to enter his mind which opposes his goal (Hesse, pg 24). Siddhartha is determined to attain his self actualization and he is certain it will lead him to inner happiness. He does not let anything distract him from this pursuit of self; ultimately becoming consumed by his journey. This directly relates to the text The Power of Positive Thinking, when Norman Peale discusses the concern of an individual becoming overly devoted to this pursuit of self, and becoming disillusioned; ultimately becoming trapped within the trial and error process of self actualization. Furthermore, within the texts, The Power of Positive Thinking, and Siddhartha, happiness is believed to be attainable through the trials and errors of self actualization. Within the text The Power of Positive Thinking, Norman Vincent Peale eludes the actuality that happiness is not pursuable through money and materialistic objects. There is an evolving obsession in society with money and materialistic happiness. It seems that the recognizable quote money cannot buy happiness is irrelevant to todays society. However, repeatedly comprehending this quote has not had a significant effect on societys analysis of what true happiness is. To Norman Vincent Peale, happiness does not lie within the riches of society. True happiness is defined by ones acceptance and contentment with their inner self. Peale elucidates this concept by saying, By working on the practical suggestion of not focusing on the false versions of happiness; outwardly concepts, you will have the experience that produces a true quality of happiness. I know this is so, because many of those to whom I have referred and shall refer in later chapters got their vital new life in the same way. Then, having been changed inwardly, you will begin to create out of yourself not unhappiness, but a happiness of such a quality and character that you will wonder if you are living the same world. As a matter of fact it wont be the same world because you are not the same, and what you are determines the world in which you live, so as you change, your world changes also (Peale, pg 67). Ultimately Peale is stating that if individuals seeking true happiness focus solely on the outwardly world to supply them with fulfillment, they will never achieve a definite form of happiness. Peale believes in a genuine happiness that does not exist in money, cars, houses, and materialistic objects, but inside each individual. He is convinced that happiness is something that is obtained inwardly opposed to outwardly. Peale describes how happiness is truly achieved by stating, The way to happiness is not through the riches of the outward world, but by keeping your heart free from hate, your mind from worry. Live simply, expect little, and give much. Fill your life with love. Scatter sunshine. Forget self, think of others. Do as you would be done by. Our happiness depends on the habit of mind we cultivate; the inward you. So practice happy thinking every day. Cultivate the merry heart, develop the happiness habit, and life will become a continual feast (Peale, pg 73). This quotation exemplifies the idea that lasting happiness is not attainable through money and materialistic objects; rather by a simpler approach. True and everlasting happiness is attained inwardly by each individual. Within the novel Siddhartha, happiness is not obtained through the outward world, or by means of teachings. Happiness is a self established thing. True happiness to Siddhartha is only attainable through the inward path to enlightenment. Such enlightenment can be achieved through meditation, which takes ones soul on a spiritual journey to assist in the self actualization process. Siddhartha illustrates this by saying, He who ponderingly, of a purified spirit, loses himself in the meditation of Atman, inexpressible by words is his blissfulness of his heart (Hesse, pg 17). This quote can be scrutinized and translated into saying that anyone has the possibility of achieving peace and happiness within their soul if they are uncontaminated in their meditations. Although this particular quote directly relates to Buddhism in Siddharthas time era, we can compare it to todays journey for happiness. If individuals in pursuit of happiness attempt to empty their minds of negativities and frustrations through mediation, it is possible to attain satisfaction in a world with no materialistic objects and things that hold people back from achieving true happiness. To Siddhartha, the goal here is to let go. Also, within the text Siddhartha, the achievement of happiness can only occur when one replaces all of the negative and false ideas of happiness; these being money and materialistic possessions, with positive and genuine ideas. This concept is elucidated by Siddhartha when he states, To enjoy good health, to bring true happiness to ones family, to bring peace to all, one must first discipline and control ones own mind. If a man can control his mind he can find the way to enlightenment, and all wisdom and virtue will naturally come to him. (Hesse, pg 62). Essentially this quote illuminates the idea that true happiness is not created upon the foundation of money and materialistic possessions, but is rather achieved through the redirection of ones mind into a positive and simpler mindset. True happiness is not something that can be discovered; essentially it can only be created. Throughout the texts The Power of Positive Thinking by Norman Vincent Peale and Siddhartha written by Herman Hesse, is the expression that happiness is a pathless journey; it is a journey of self creation and varies depending on the individual. Within Siddhartha, happiness is in essence, the path to nirvana. Additionally, happiness is a self established thing, which is derived directly from experience. If you undergo this experience within life, when you return, you will be much more fulfilled and find it effortless to achieve true happiness. Appearing within the text The Power of Positive Thinking, is the concept that happiness can be attained through a simple formula of redirecting the mindset in a positive direction. Within both novels happiness is said to be attained through positive personal thoughts and perceptions, and through the trials and errors of self actualization and enlightenmen t. However, happiness is not pursuable through money and materialistic objects. This detection is prearranged around the comprehension that true happiness lays within you. Additionally individuals who are convinced that happiness is defined by riches and outer wealths will never achieve a definite happiness. Furthermore to believe that one can find happiness in money and materialistic objects is having the belief in an illusion, and ultimately a faà §ade.

Theme of Success in Arthur Millers Death of a Salesman :: Death of a Salesman

Theme of Success in Arthur Miller's Death of a Salesman One of the important themes in Death of a Salesman is the nature of success. Many people believe that success is about making a lot of money. They say that with money comes happiness. However this may not always be true. In other words success is defined as the accomplishment of something that was desired. Furthermore it is about being happy, proud and secure about yourself. Although true success originates from the heart, achieving it requires hard work and determination.   In Death of a Salesman, the characters that are successful are Dave Singleman, Ben and Bernard. Dave Singleman was a successful individual. He was an eighty-four year old salesman in the Parker House. In order to make a sale all he had to do was "pick up his phone and call the buyers, and without ever leaving his room, he made his living..." (Death of a Salesman, p81.)   This quote describes his success as a salesman. At the age of eighty four he was able to make an adequate amount of sales. Although he did not get rich from the sales that he made, he enjoyed what he was doing. As a result of his success life, he died honorably. "He died the death of a salesman, in his green velvet slippers..." (DOS, p81.)   This example shows that he was successful right until the end. After living the life of a successful salesman he died the death of a salesman. When he died he was still wearing his green velvet slippers, which in a way symbolizes that his success is still with him. Another example that shows Dave had a successful life was at his funeral. "When he died, hundreds of sales men and buyers were at his fune The second successful character is Willy's older brother, Ben. This man became successful by taking a risk. He "walked into the jungle, and comes out, the age of twenty-one, and he's rich." (DOS, p41.) When Ben went to Africa, he found diamonds in the mines and as a result he became rich. This incident has made Ben's life successful and ever since, Willy has been regretful. If Willy was to take the risk, he too would be successful. Not only is Willy envious but he also idolizes Ben because of his success. Willy often asks Ben, "what's the secret?" (DOS, p91.) This quote proves that Willy is aware of Ben's success.

Do you agree with the view that the Beatles “changed the world in the sixties”? Essay

It’s clear from any angle that The Beatles had an incredible impact on the world in the sixties, but I think it’s evident stating they â€Å"changed the world† is going too far, and in actual fact they merely reflected a changing world. Source 18 mentions the view that â€Å"The Beatles changed the world in the sixties†, and it references to some of the contemporary debates from the decade, which the four-man band had an influence on: â€Å"legalization of drugs, the war in Vietnam† and â€Å"traditional and alternate religions†. Ian Inglis also declares them as one of the â€Å"twentieth century’s more significant achievements† which is true to an extent – some of their views and actions on the decades disputes were eye-openers to society. Although, source 18 also makes the comment that the band are â€Å"innovators†, which is supported by source 17’s view they’re not the â€Å"architects† of the â€Å"new youth culture†. This shows it the counter argument: they voiced a shifting world and society. To say the Beatles â€Å"changed the world in the sixties† holds some truth – they were the first band to speak out about the Vietnam War, the first band to openly experiment with alternate religions and criticize other traditional faiths and the only band to publically call for the legalization of marijuana. So source 18’s view that the four men were â€Å"prominent across a wide range of categories† including â€Å"historical, sociological, cultural and musical† and that â€Å"their opinions were sought out, heard and acted on† is obviously evident – especially when relating to the bands protests against the Vietnam War. Perhaps one of the bands most famous demonstrations, in 1965, sent shock waves through the country – the Beatles were the first band to be honored with the nations highest award, but Lennon rejected his to protest against Britain’s involvement in the war with Vietnam. He also coined the renowned phrases â€Å"make love not war† and â€Å"give peace a chance†. It’s obviously apparent that the band voiced and shaped some of the strongest protests against the cruel war – they helped to expose to society how bad the situation was in Vietnam, giving the conflict details higher awareness than before. Without their high profile protests, it’s hard to say how the population would have reacted to the horrifying circumstances of the war, but the Beatles gave them a route to take, they used the population to support their view against conflict and unnecessary deaths, therefore this argues that the band changed the world to manipulate their opinions. Supporting this is the negativity in source 16,Lennon says â€Å"the same idiots are running everything† – his insulting words, aimed at the government, are acceptable considering the war is still current in 1971 when the statement is made, he’s angry at the pointless fighting and deaths- much like the rest of the population. The Beatles involvement with alternate religions made headlines and influenced a higher awareness in the world; therefore this could also argue the view that they changed the world. â€Å"Indian Mysticism† and â€Å"Transcendental Meditation† were two of the faiths they experimented with, however it was their dismissal of the Christian/Catholic belief that was the bigger impact – source 18 supports the idea they made â€Å"significant achievements† in the â€Å"cultural category†. George Harrison was the first member of the band to experiment with a new religion – Hinduism which he took interest in after being handed a book on reincarnation during the filming of â€Å"Help!† in 1965, the other members shortly followed suit. Their choices to explore other faiths and cultures became high profile and famous decisions – 65 reporters followed the four men when they travelled to India in February 1968, where they advanced in meditation classes and followed the Maharishi Mahesh Yogi religion. All of this was new and exciting or shocking to western civilization – no one of high status had done outrageous things like this and therefore it encouraged the more rebellious youth culture to change. Not only did their views on alternate religions make headlines, so did their opinions on traditional faiths. August 1964, the Beatles press officer said the band were â€Å"so anti-Christ they shock me which isn’t an easy thing† – this opinion is furthered by Lennon’s 1970 song â€Å"God† in which he sings â€Å"I don’t believe in Jesus† and â€Å"I don’t believe in Bible†. Also notice the lyrics his 1970 song Imagine, â€Å"imagine there’s no heaven†¦ no hell below us†¦ no religion too†. The sixties was still a time where traditional faith was strong, people went to church every Sunday and the contraceptive pill  was only legalized in 1961 – so for the four men to openly express they’re non-believers, it was shocking. New youth culture would have seen it as an escape to live life with more freedom, as the older and younger generation gap was wider than ever – young people looked up to the band as idols. The famous four lead this contemporary debate more than other factors did – they helped to shape a new younger religious culture, supported by source 17, they made new religion and dismissal of the traditional â€Å"instantly chic for the millions of fans who looked to the group for guidance†. Furthermore, the Beatles drug use was constantly in the press during the sixties – a time where the world learnt more and more about different pills, inhalants and injections. Source 18 states that the Beatles opinions on the â€Å"legalization of drugs† were â€Å"sought out, heard and acted on† – particularly in 1967 when the four young men called for the ‘legalization of marijuana’ through an advertisement in The Times. This was a big thing – it was a fairly new drugs in UK and American culture, before the sixties tobacco and alcohol were the only widespread drugs. Although their plea didn’t work, the advertisement still created higher awareness of the hallucinogenic drug, which encouraged more people to try or use it. In 2004, Paul McCartney admitted they used drugs as an influence to most of their music – including â€Å"Got to Get You in my Life† which was about cannabis and confessed the infamous suspicion that â€Å"Lucy in the Sky with Diamonds† was about LSD. By the late sixties the band had managed to change how the youth spent their time – the younger generations now started to hang out in private open areas, listening to their psychedelic rock, growing their hair long, dressing in colourful clothes and taking mind-altering drugs – the hippie era had begun. Although, it seems to me, it’s more evident that the Beatles didn’t â€Å"change the world in the sixties†, but in fact they merely reflected a changing world – this opinion is supported by both source 17 and 18. It’s stated by Allan Kozinn in source 17 that â€Å"although they seemed to be the leaders of the new youth culture, they were by no means its architects† which is also supported in source 18 by the inclusion of the words â€Å"innovators† and â€Å"spokesperson† – these words infer that the four men were imitating original  views and opinions. Source 16 also agrees with this opinion to an extent – Lennon often had a controversial provenance when talking to the media or the press, in this instance he would be saying â€Å"it’s still the same society and world, yet the middle class people follow our stupid ways† which refers to the â€Å"it’s exactly the same†, â€Å"the bourgeois system† and â€Å"we dressed up† comments. Also with Lennon’s statement we have to consider that in 1971 the band had split – this is the same year as the statement was made; therefore it’s going to be negative. Source 17 states that the Beatles had the â€Å"ability to detect trends early† and made them â€Å"instantly chic for millions of fans† – I think it’s evident this was the case for their involvement in the protests against the Vietnam War. The four young men didn’t create the anti-war views and opinions, they already existed among millions of people considering the UK was only just getting better after World War 2, the men simply gave the ideas a louder voice, they catalyzed the protests into the media so larger amounts of people would see and agree. In an interview with Lennon and McCartney, in 1968, they were asked, â€Å"the US has been plagued by the Vietnam War, and the world has been concerned, what’s your views?† in which Lennon replied, â€Å"it’s another piece of insanity.† In the question we can understand that the rest of the world had the same views as the Beatles did, the four men are repeating the views to create higher awareness and support – evidence of media manipulation. Two years earlier, during a press conference in New York, George Harrison made a similar reply to a similar question: â€Å"it’s just war is wrong and it’s obvious it’s wrong† – using the word obvious shows that he knows it’s a widespread opinion. Through all of this we can see that the band weren’t alone on their views and opinions – in fact I think that most of their ideas they will have heard before from their elders. They use their popularity and status to showcase the concerns the public have had for many years, the issue of the Vietnam War is horrifying and disturbing to many of the younger and older generations – most people would want a stop to it straight away, source 18 supports this argument through the words â€Å"innovators† and â€Å"spokespersons†. Arguing this even further is their 1968 song â€Å"Revolution† which includes the lyrics: â€Å"we all want to change the world, you tell me that’s evolution’, this inclusion of the words â€Å"we† and  Ã¢â‚¬Å"you† makes it sound like their voicing the we as the population (including themselves) and the you is the government/constitutions. Musical influences and voices are used again by Lennon in 1971 in his song â€Å"Imagine†: â€Å"imagine there’s no countries†¦ nothing to kill or die for†¦ imagine all the people living in peace†. I don’t think it can be said the Beatles changed the world’s opinion on the Vietnam war – here it’s evident that they all have the same view and they simply gave it media coverage and a larger voice due to their popularity. Again, the argument is strengthened by the fact the Beatles religious views didn’t become widespread, nor did they introduce them to the UK in the first place – their alternate religions and the high profile reports about these different faiths were not the initial introduction of them into British society. Since amendments were made to the ‘British Nationality law’ in the 1940s, people from the commonwealth islands (including India) had been immigrating to the UK for nearly 20 years – this meant that people of the Hindu and other religions had already introduced these faiths into British society and the world was already changing to be more cultural before the Beatles choice to follow them. The band only created higher popularity for these faiths amongst the population. Also their views on Christianity and Catholicism weren’t widely accepted; 1966 John Lennon made the statement the Beatles were â€Å"more popular than Jesus† which created uproar in America, especially in the south that are strong Catholics. Younger generations burned all their merchandise and refused to accept the band as role models again. There was no change here taken place, only rejection of the new – which opposes sources 17 and 18. However source 16 does support this: â€Å"the whole bourgeois system is exactly the same†, Lennon recognizes that they didn’t change the world due to religious or other issues. Despite this, the view that they reflected a changing world is once more reinforced by their drug use mentioned in source 18, which before seemed to be solely created by them – but according to Paul McCartney, they were introduced to drugs, before they became famous, whilst they were in Hamburg. He stated, in 2004, that they â€Å"felt everyone was doing them† and they were â€Å"told to inhale this, but it did nothing for me† when talking about  Benzedrine. This tells us that it wasn’t the Beatles who initiated drug use, but in fact others introduced them to it. Also, relating back to the ‘legalization of marijuana’ advertisement, we have to consider that it also had signatures from sixty-four other celebrities, including the Rolling Stones who were infamous for their drug and alcohol use, which suggests it was a widespread movement not a singular band who lead the way into the psychedelic era. The wheels of the hippie period had started turning, originating in America in the early sixties, a long time before the Beatles arrived on the drug scene. Seemingly America influenced the Beatles into taking the harder drugs, such as LSD, not visa versa, just the bands music, media coverage and opinions expressed the issue with hallucinogenic drugs more than they’d been dealt with before. All in all, I think although it could be argued that the Beatles changed the world in the sixties – they created leading protests against the Vietnam War, they introduced new religions to the younger generations, they were brave enough to announce their dis-belief in the tradition faiths and created the start of the psychedelic era – all of which received great support from the new youth culture. Source 18 supports this thoroughly: â€Å"the Beatles changed the world in the sixties†¦ twentieth century significant achievement†, source 17 also upkeeps the argument: â€Å"instantly chic for millions of fans who looked to the group for guidance†. But, it’s evident that the four men’s involvement with the Vietnam War protests were only echoing the public’s opinions, that drug use was popular before the band became famous and their religious views didn’t have an affect on the world – the Beatles only followed the crowd and their status expressed the issues. Which is again supported through both source 17 and 18: â€Å"although they seemed to be the leaders of the new youth culture, they were by no means its architects†, â€Å"innovators† and â€Å"spokespersons†. In conclusion I think you can see the shifting world influenced the Beatles views and opinions and it was their famous status that seemed to express new ideas to the youth and society – they gathered their anti-war, alternate religions and drug use by things they experienced happening in the moving world of the sixties. Source 16 also disagrees with the statement that the Beatles â€Å"changed the world in the sixties†, Lennon says, â€Å"nothing happened†, that the world was  Ã¢â‚¬Å"exactly the same† and the band â€Å"dressed up†. Despite it seems he’s recognizing no change, he does notice the four men had a slight influence – â€Å"middle-class with long hair†, their trademark look was popular which they had adopted from the late 50s ‘mod’ fashion and the changing ‘hippie’ fashions. In conclusion, I don’t think the Beatles changed the world in the sixties, I think it’s evident that the band merely reflected the changing world, giving it a louder voice due to their famous status.

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