Explain the different reasons why an individual might be tempted to Essay

Explain the different reasons why an individual might be tempted to join a roscas - Essay Example The idea behind making everyone contribute is to make sure that the amount of money in the pool remains constant. Once every member has contributed a certain sum of money, then the pot which is generated out of this contribution is given to one of the members of the community as his savings for a definite period. Average membership among adults ranges between 50 and 95 percent in the Republic of Congo, Cameroon, Gambia, and villages of Liberia, Ivory Coast, Togo, and Nigeria. Although roscas do exist in areas where they are formal financial institutions, there is no denying that they still are the most important form of savings and credit institutions in the rural areas. It is a cycle which repeats itself after every round of distribution of money. So when one member gets the pot, he then has to wait for all the other members to get their share of the pot before his turn comes. This allows for stability and continuity for the community and has a uniform system of savings for the poor people. It is the most common form of informal financial institution in the world. ... â€Å"Rosca members are mostly poor individuals who have little access to formal savings and credit markets because of high transaction costs and incomplete markets. In the literature, roscas are usually regarded as a means for poor people to save money to make an indivisible expense.†(Anderson) Let us now go further into the essay and understand why people are taking up to roscas as a primary means to save money. There are three reasons which shall be looked at the paper, which are as follows: 1. Lack of Self Control 2. Lack of Alternate Commitment Saving Strategies 3. Women’s Role in the Family The first reason talks about the lack of self-control within the community for the rural people. The second reason talks about the lack of other alternatives in such villages which are either too expensive or out of reach for people to have their own savings, and therefore the people indulge in an informal means of savings within their established community. The third reason lo oks at the role of the woman in the family and explains that since they are running the house it is important for them to have a means to save, as their husbands have been notorious with their expenditure and therefore it is required that women save up to generate income in the family. (Roscas as a source of housing finance for the urban poor) Lack of Self Control: â€Å"in the absence of alternative commitment savings strategies, sophisticated people experiencing self-control problems turn to roscas since they would inde?nitely renegotiate with themselves if attempting to save money on their own† Gugerty (2007) One of the most primary reasons regarding the involvement of roscas for the people in the village community is the lack

Major Events during World War II Essay Example | Topics and Well Written Essays - 1250 words

Major Events during World War II - Essay Example Rising to power by Adolf Hitler in the year 1933 reestablished the German army and prepared it well to participate in a war of invasion. Events took place during the World War II. Prior to the real war, growing of tension took about three years, which include the union of Germany and Austria, incursion of Czechoslovakia and Spanish Civil war. The result was the invasion of Poland by German army; war on Germany was declared just two days after the German attack on Poland by Britain and France. United States played a role in supplying Britain with war weapons but they did not take part in it (Alleman). Tripartite Pact Tripartite Pact was created and signed between Germany, Italy and Japan in 1940 with an aim of fostering peace among themselves and the entire world. The threes governments believed that in fostering peace, they would maintain a systematic way of doing things, promote partnership and prosperity among its people. In addition, it is the mandate of the three countries to col laborate with other countries in the globe. These countries in agreement, both recognize and respect the leadership of each country so that they could create new order of things in Europe and Middle Asia (Robinson). They also confirmed that their agreement had no impact on the political status that existed then between the constricting authorities and soviet Russia. The three countries agreed that the validity of the pact was to take effect immediately it was signed and was to last for ten years from the day of signing. Renewal of the pact would depend on negotiations between any of the countries and high constricting authorities. The Lend-Lease Act Lend-Lease Act was a United States Federal Government plan during World War II which was passed on March 11 1941. President Roosevelt authorized the act. United States provided this service with the aim of defending its country from external attacks as well as for economic benefits. This act provided United States with the ability to sup ply war materials and other resources to associated nations while it acted on neutral grounds (Kellogg p.330). The act was based on cash and carry grounds as a result of mutual understanding as a result of weak economic power of England which was unable to purchase and provide transport means for the materials which came to an end in 1945. Attack of Pearl Harbor Japanese forces attacked Pearl Harbor on the 7th day of December 1941which was the base of about 50000 American military; highest concentration of United States army was. Japanese carriers and ships that escorted the carriers positioned themselves some miles away from the target area and instigated its first group of fighters, bombers, and war planes. Their main aim was to destroy the U.S fleets; the battle ships, carriers and the aircraft (Gropman p.11). Many U.S soldiers were killed, the Pacific fleet of the U.S was damaged although temporarily, which was a success to the Japanese. It was out of this that United States of America affirmed war on Japan (Robinson). Battle of the Coral Sea In May 1942, battle of the Coral Sea was experienced. It was battled in the waters and was the first among the six pacific wars, which was between conflicting aircraft transporter military. The battle was as a result of the Japanese

The Coca Cola Company Marketing Essay

The Coca Cola Company Marketing Essay 1.1 An overview of the company: The Coca-Cola Company (TCCC) is the worlds largest manufacturer, licensor and distributor of non alcoholic beverages with over 500 brands worldwide. TCCC is a global behemoth and its presence spans over 200 countries with its head office based in Atlanta, USA. (thecoca-colacompany.com) The product portfolio covers over 3000 different beverages ranging from its flagship brand Coca-Cola, water, fruit juices, sport drinks to coffee including all types of non-alcoholic beverages (thecoca-colacompany.com). TCCC owns four out of the five biggest soft drink brands in the world namely Coca-cola, Diet coke, Sprite and Fanta.(Data Monitor,2009)According to the brand ranking by Interbrand, the company‘s brand value was worth USD $ 68,734 million in 2009. 1.2 TCCC in UK: Coca Cola entered UK in 1900 with its flagship brand, Coca-cola in late august when Charles Candler (owner of Coca-Cola then) brought a jug of syrup with him on a visit to London. TCCC has since then evolved into an international heavyweight backed by national partners. The companys presence in UK is represented by a management strategy that it calls the ‘Coca Cola System which is a combination of two separate companies-Coca-Cola Great Britain (CCGB) and the Coca-Cola Enterprises Ltd (CCE). They serve different roles in the production-sales process of Coca-Cola and the other brands that fall under it. CCGB is a wholly owned subsidiary of TCCC responsible for marketing and development whereas CCE, an independent public company manufactures and distributes its products. CCEs product portfolio in 2007 included 20 brands and 100 products such as Coca-cola, Diet coke, Minute Maid, Powerade and so on. (Coca-cola.co.uk) 1.3 Diet Coke Diet Coke was introduced in USA for the very first time in 1982. Following its success, the brand then came to UK a year later. It was positioned as a lighter, sugar-free variant of Coca-Cola with a new advertising theme â€Å"just for the taste of it†. (dietcoke.com) Diet coke is now a international product available in over 173 countries and has a large loyal customer base who love the product. The success story continues till today. Diet Coke has various extensions in its product offerings such as Caffeine-free Diet Coke, Diet coke Lemon, Diet Coke Cherry etc. Diet coke celebrated its 25th anniversary in 2007 with the product accounting for a 40% share of the global diet sparkling beverage segment. (dietcoke.com) 2.0 Perception: 2.1 Semiotics in Advertising: When a consumer looks at an advert, he/she derives a certain meaning from it. To this purpose, marketers use a set of symbols or maybe even one that develops into a meaningful statement that the consumer relates to the product. And to achieve this meaning, the symbols have to precise, direct and should evoke a mental response to the imagery within. To understand how effectively symbols can be used is vital in marketing. For this, marketers turn to a field of study called semiotics which focuses on the co-relation between signs and symbols and their role in shaping a meaningful understanding by an observer. From a semiotic perspective, every marketing message has three components; An object; the product A symbol; the image/ statement that serves as an extension to the product. The interpretant; the message or the meaning derived from the advert. This relationship is described as the semiotic triangle. In relation to marketing activities, the advertising strategy incorporates semiotic symbolism by creating a relationship between the product and the desired attribute of the product. This strategy is usually long term as the message is constant and repetition helps to reinforce the meaning to the consumers. 2.2. Diet Coke Campaign-â€Å"Hello you†. Diet coke has changed its marketing focus to appeal to its female audience (FT, 2009). To this effect, the marketing team at CCE has been adapting its advertising approach and overall appeal to suit its target market appropriately. The latest campaign rolled out for Diet Coke is a multi-million push titled â€Å"hello you† featuring award winning Welsh singer Duffy, as a independent, confident woman who takes control of her life. As part of the campaign, outdoor publicity in the form of posters with the tagline Im no superwoman has also been advertised extensively (Image 2). The campaign on the whole â€Å"aims to represent confident young women taking a stand against the pressure of modern life†. (The Guardian 2009) The ads feature Duffy, 24 year old Welsh singing sensation who became a household name after clinching three Grammy awards including ‘Best British Female Solo Artist this year. The main advertisement is a 60-second TV advert. Duffy is seen taking a break during a live concert where the crowd asks her for an encore. But she gets onto to a bike cycles around for a bit whilst breaking into a cover of the hit song by Sammy Davis Juniors â€Å"I Gotta Be Me†. And yes, she takes a sip of diet coke before returning back to the stage to perform. This campaign marks a significant shift in Diet cokes marketing which in recent years saw the revival of the classic ‘Hunk advert in 2007. According to a company press release on the campaign, Catherin Sleight, Coca-Cola GBs marketing director, stated that the campaign aimed to show strong independent women taking control and saying no the pressures of modern day life.(coca-cola.co.uk) 2.3 Semiotic symbolism in the â€Å"hello you† TV advert: The semiotic symbolism is quite direct and tries to appeal to the ‘independent women that Diet coke wants to focus its marketing on. The campaign as a whole gives light to liberating women from pressures of modern- day life as explained by the marketing director for Coca-Cola GB ; Catherin Sleight. (18) The symbolism behind this advert can be represented with the semiotic triangle as given; Object/product Sign/Meaning: Message: 2.3.1. The Object/Product- Diet coke The product in itself is a global icon as it is one of the most recognizable brands in the world. It has been rated as the number one drink in the diet non-alcoholic beverage sector with a market share 0f 40% globally. The brand visibility is high globally being available in 173 countries as of 2007.The can and logo thus combines to produce brand recognition by any consumer viewing this advert. 2.3.2 Sign The message speaks for itself and is not rather complicated. There are two elements in the ‘sign leading to the creation of a meaning that the target consumer can relate to. The first element is the celebrity who endorses the product. Duffy has become a household name in Britain as well as internationally having won quite a few awards including three prestigious ‘Brit awards and a Grammy award (iamduffy.com). Cathryn Sleight, marketing director of Coca-Cola GB has reflected on the endorsement by saying that â€Å"Duffy as a young woman, who is in charge of her own destiny, perfectly embodies the independent attitude were championing† (coca-cola.co.uk). This could resonate well with their target market as she signifies independence and opportunism that women enjoy in todays world. The second element is the audio track used in the advert and its lyrics. It is a cover sung by Duffy of the old classic hit I gotta be me made famous by Sammy Davis Junior. It has a simple but moving depth to it that reflects well on a listener. It strongly reflects the new diet Coke campaign which celebrates womens right to express their individuality and take control. 2.3.3 The message: The advertisement gives out a strong message that tells the target consumer that Diet coke can you set free if you are an independent, ambitious young woman like Duffy. The advert along with the lyrics and the celebrity completes this meaning forming a symbolic message to the target female segment. 2.4 Evaluation: This television advert has a nice feminine touch to its portrayal and along with the lyrics drive the meaning home for consumers. Duffys voice is quite endearing and catchy adding to the recall value of this advert. Diet coke has used the study of semiotics to represent a deep meaning that most women can relate to. The product has successfully moved away from the ‘naughty girl staring at hunk to a more personal independent woman image. Diet cokes advertisement can further help the brand to establish a personal relationship with its consumers. 3. Reference Groups 3.1 Reference Groups A reference group is†an an actual or imaginary individual or group conceived of having significant relevance upon an individuals evaluations, aspirations or behaviour†. (Lessig Park1978) In terms of marketing, reference groups are relevant as they can provide important social cues that give insight into particular behavioral trends and associations with buying behavior. These cues extend to form an influence that is termed as ‘social power. Types of social power include information power, referent power, referent power, legitimate power, expert power, reward power and coercive power. Diet coke marketing utilizes the concept of social power in its new campaign using the referent power model. Referent power is the social power of a reference group that motivates a consumer to aspire to emulate the same behavioural patterns portrayed by the individual or group. This also leads to influencing the consumers purchase decisions. (Solomon 2008) 3.2 The Diet Coke Rebellion Diet coke has partnered with Company, a leading womens publication as part of its ‘Hello you campaign to motivate young women to join a rebellion against the pressures they face in a modern world. Company has a readership of 574,000 within the target segment. (NRS 2009) This partnership widens Diet cokes marketing to reach its target audience more effectively. The first issue of the ‘Rebel issue as it is called premiered in May and was designed exclusively keeping the target segments interests in mind. To maintain the campaigns visibility, two more issues were released in July and October. The magazine focused on topics of particular interest to women such as celebrity gossip, beauty tips, fashion etc with the rebel touch. This campaign was also supported by extensive online marketing through the cokezone website as well as getlippy.com. The campaign was designed as a follow-up to the Duffy advert encouraging independent women to break free of all the pressures they faced and to rebel against prejudices present in the modern day world in a positive manner. 3.3 The referent effect on Diet coke target market. Particular reference groups tend to have identifiable characteristics and unique forms of symbolic purchasing behavior, market segmentation in terms of such group characteristics as degree of exclusivity and formality is a useful means of pinpointing appropriate segment (Leigh et al 1992).Therefore the referent power of Diet Cokes target segment is further simplified as common behavioural characteristics are present in their target- female consumers. The cover story was the new face of Diet coke, Duffy the singing sensation and her rebellious ways helping women to identify with her as person more than a celebrity. Furthermore, the magazine established a common ground for the Diet cokes target segment to relate to their rebellious side. Diet coke thus engaged directly with its target audience reflecting its link with their lives with this tie-up. This encourages their consumers to relate to and emulate characteristics of the referent group- the modern women who wants to break free and be themselves. 3.4 Evaluation: In terms of referent power, the tie-up with Company magazine was an ideal choice. High readership of the magazine within Diet Cokes target segment would add to the success of this campaign. Diet cokes efforts to communicate it with its core target consumers will work provided that the PR activities support the marketing. Diet Coke has added value to its image with this partnership appealing to the hedonic side of young women. The cover story with Duffy is an excellent source of referent power especially with her star status as an award winning singer. 4. Motivation Involvement 4.1 Involvement Involvement is the degree of influence that a brand has over a consumer and how it motivates them to form a strong bond with the brand. It can be either cognitive or physical and the factors that affect it differ from one consumer to the other. The degree of involvement i.e. high or low, will determine the motivational drive of a consumer to connect with a brand and its marketing activities. It can be broadly classified into three classifications; Product Involvement, Message- Response Involvement, Purchase Situation Involvement. (Solomon 2008) Message- Response Involvement† refers to the consumers interest in processing marketing communications.† (Solomon: p168) It is also known as advertising involvement. Marketers try to involve consumers to participate in the exchange of marketing information and publicity through various media outlets utilizing this model of involvement. To this effect, they experiment with ways to increase consumer involvement by testing various approaches such as contests, reward schemes and so on. To appeal to the growing number of mobile phone users, marketers use mobile phones as a tool to get them to participate in the advertisement. This method of marketing is known as interactive mobile marketing. The content and method of advertising ranges from the simple text message format to a graphic website interface that consumers can access through internet on their mobile devices. Diet coke has utilized the message-response type of involvement through the use of interactive mobile marketing in its ‘Silver Room campaign. 4.2 Diet coke campaign- Silver Room The ‘Silver Room is an interactive mobile marketing campaign that was designed exclusively for Diet Cokes target segment of female consumers in the age group 16-24. Consumers logging onto the mobile website had access to content such as celebrity news, gossip, fashion, music, films, interactive games and more on their mobile phones. This campaign sought to involve the younger, tech-savvy female generation to connect with a brand whilst offering them content of value to them. The ‘diet Coke Silver Room is fronted by Australian singer Gabriella Cilmi, who is young and fits in well with the target audience.The campaigns content tries to appeal to young females who sought hedonic value in brands. It featured content and promotions born out of several key partnerships such as celebrity news from Heat magazine, fashion tips from Get Lippy, music with singer Gabriella Cilmi, film updates with Fox and Paramount, as well as environmental content from Green Thing. The highlight of its content was the Music Mobcast , a 2 minute voice call that covered music news and information in Gabriella Cilmis voice. The content is updated every three weeks. To access the ‘Mobcast consumers were asked to log onto the site, enter their number and receive a ‘Mobcast call. 4.3 Enhancing the level of Involvement : As Solomon (2008) suggests, marketers must enhance a consumers involvement in the marketing activity by using certain techniques such as appealing to hedonic needs, providing interesting stimuli, including celebrity endorsements or by building a personal relationship with the consumer. 4.4 Evaluation: The silver room campaign by Diet Coke has satisfied all the criteria with respect to enhancing the level of involvement of its target market. It appealed to the hedonic side of its young female consumers by its varied and value-added content. They also partnered with well known brands. The campaign prominently featured Gabriella Cilmi, a well-known female Australian singer who added value being a celebrity that young woman could relate to. This also adds to the image that Diet coke has built around music. Diet coke has also created a forum for their consumers to interact with each other and share their opinion as well as personal experiences thereby building a relationship with the consumers indirectly. The success of this campaign is yet to be seen as it was launched recently. Recommendations: Diet coke is one of the worlds top five best sellers in the non-alcoholic sparkling beverage sector. However, a news story published in the Financial Times has reported that the UK sales of Diet coke have fallen sharply despite their big budget advertising spend to reposition its offering to a female market(2009). It is recommended that Diet Coke must tackle a few issues that could be the problem behind this. A quick look at the figures comparing the number of unique visitors to cokezone- the UK website and dietcoke.com-its American counterpart has painted a dismal picture. It has been found that site traffic in to the cokezone website was considerably lesser than its American counterpart (refer appendix 2). It is recommended that an online portal designed for women in UK should be started to engage Diet cokes core consumer target. This would help them to relate better to the brands marketing activities. It would gradually enhance the involvement of the target market with the product. It is also recommended that brand should connect more personally with the consumer with the help of direct sales promotions, events for women. Diet coke in the US provides consumers with value added functions like cook shows, celebrity events on a regular basis on its website. It is recommended that a similar innovative campaign should be run in UK particularly appealing to the women here. An extension of the Silver room would be in the best interests of the brand. It has been noted in my research that silverroom.co.uk and dietcoke.co.uk still remains unofficial and unused. It is recommended that Diet Coke in UK must go beyond regular advertising and create another phenomenon like the ‘hunk advertisement. Conclusion: Coca-Cola is a global behemoth and the largest beverage company in the world (Interbrand 2009). This report has been directed towards analyzing and evaluating the aspects of consumer behaviour in relation to marketing. The report has scrutinized data with regard to Diet Coke, its main competitors such as Diet Pepsi, marketing activities and its response. Diet Coke spends extensively on its marketing and has created many a loyal fan amongst its consumer base worldwide. The new marketing strategy is sound but requires higher brand involvement from its chosen target consumers. Females consumers today are not entirely stereotypical, evolve continuously and not all women are lured by the idea of a rebellion. Diet Coke has to work on reworking its current marketing activities and attempt to connect to consumers more personally.

House of a Loving Friend Essay -- Observation Essay, Descriptive Essay

House of a Loving Friend My eyes were half shut as drool brimmed on my lips about to escape any minute and drip onto the desk. Mr. Johnson didn't seem to notice, and lectured on in his steady monotone voice. A piece of paper landed on my desk, which snapped me back to reality causing me to slurp up the excess liquid on my lips. The paper was a note from Keli. That seemed to be all we ever did in Philosophy, write notes. I opened it and peered down at her neat, smooth handwriting. "What's wrong?" was what I found staring back at me. I frowned at the question asking myself the same thing. The day had been terrible, and for what reason I was unsure. I was unhappy and wanted to get away. I wanted to go somewhere where happiness overflowed and would surround me in its warmth. Then, at that moment, I knew what I needed to do. I needed to go see Ella. As I stepped from my car, the icy wind rustled my hair and stung my face. I shut my car door and turned around to see Ella's house. A small cream colored one-story house, sitting underneath a brown metal roof, met my gaze. Eye-like windows peered at me with a cheerful light saying that everything was going to be al-right. Crawford Reservoir lingered in the background, making it look like the picture perfect house. Pine trees were sporadically placed around, and Ella's old, blue car sat in the carport giving it a homey atmosphere. I smiled and rushed to the door not wanting another minute to be spent in the cold air. I pulled back the old storm door, twisting the brass handle of the white wood door at the same time; I just wanted to get inside. The second I was in the house, warmth flooded my heart and soul. I stood there drinking it in; it was the feeling I had wished for all day... ...xist, and I grimaced at the idea. These pale white walls would be empty indeed when that day came. Not wanting to entertain the thought, I drove it from my mind, smiled and decided to enjoy every second with her I had today! As I sat there listening to Ella, I realized there wasn't anything special about the house. It was Ella. She made the house seem alive with love and joy. I had never known a day when I walked through her door and didn't feel my heart swell with the love inside these walls. As I got up to leave the look of, "Please don't leave me!" appeared in Ella's eyes, and I wanted to cry. I promised to return next week and live the wonderful moment over again. I stepped outside, and again, the wind tried to grab me with its icy fingers, but it couldn't. Happiness was overflowing in my heart, and the warmth of Ella's love surrounded me like a warm blanket.

Ending to Lamb to the salughter

1 year after Mrs. Maloney had murdered her husband. The cell of Mrs. Maloney was dark and cold covered with cobwebs and dust from the years of the past. Mrs. Maloney sat on her bed awaiting the first light of dawn through the small window of her cell. She shared this cell with another called Fran. Fran had been put into to jail for stealing two vans and à ¯Ã‚ ¿Ã‚ ½5,000,000. Suddenly the bell for breakfast rung. â€Å"Come on Fran wake up! Come on!† Fran sat up on here bed rubbing her eyes. â€Å"What's the time?† asked Fran, in her cockney slang voice. â€Å"Half eight exactly† replied Mrs. Maloney. â€Å"Here you go girls. The usual.† said the guard. â€Å"Don't forget what day it is today Fran!† as the guard shouted back to their cell. â€Å"I can't wait until I am out of this place for good. I have promised myself that I will never steal again.† â€Å"Good on you Fran. I am so pleased you are nearly a free women. Is there anyone you are expecting to see you?† â€Å"Yes. Now you mention it I wonder if Tony will be here this afternoon.† â€Å"Who is Tony?† â€Å"My husband. Well, if he will forgive me for stealing two vans and à ¯Ã‚ ¿Ã‚ ½5,000,000.† â€Å"I'm sure he will. Anyway let's dig in. We don't want to have cold food.† When Mrs. Maloney and Fran had finally eaten all of their breakfast, Fran started to pack and get ready for the outside world. As she was packing her mind was racing. What will the world look like after ten years in prison? Will it have changed? A few hours later Fran was called to go to the checking out desk. Fran had to fill out several forms and tell them where exactly she was planning to stay and a telephone number she had to call once in the morning and once in the evening. Fran started to get extremely excited. When Fran got outside there was Tony in a brand new silver Peugeot. Fran was so happy to see him after all these years. She thought he had forgotten her, but no she was wrong. Meanwhile Mrs. Maloney was to see her new cell mate. She was starting to get nervous. â€Å"Here is your cell Sheila. Now dinner will be in a few hours and there will be a bell rung. I am sure you two will get on well together.† Said the guard as he pointed towards Mrs. Maloney's cell. There was silence for some time and neither of the spoke. After some time Mrs. Maloney spoke â€Å"Hello, I am Sandra. Why are you here?† â€Å"I am here because I murdered my husband. I kept it a secret at first, but I felt as if I was haunted. I then owned up because I couldn't stop myself from going mad.† â€Å"Hey, that is what happened to me. I feel so much better here.† There was a long discussion for several hours and then the dinner bell rung. â€Å"Dinner time.† Said Mrs. Maloney. â€Å"Great I am starving. I thought that jail would be horrid and I would have this horrible cell mate, but I think you are the nicest person I have ever met.†

Music Can Do Wonders

It’s amazing how one song can change your entire mood. Whether it brings back an old memory, or pumps you up for a basketball game, music can do wonders. One simple song could change a lot.  Music originated in the Paleolithic era, scientists have found ancient flutes made of bones with lateral holes punched in them. The Hurrian song, found on clay tablets that date back to approximately 1400 B.C., is the oldest surviving notated work of music.If it weren’t for the music legends like Kurt Cobain, Jimi Hendrix, The Beatles, Bob Marley, Johnny Cash, and of course, Elvis Presley and Michael Jackson, music would have never evolved into what it is today. `Music today mostly consumed by pop, country, rap, and whatever Miley Cyrus is. A few of the popular artists today are Florida Georgia Line, Katy Perry, Eminem, Drake, and Imagine Dragons. Most of the artists who rise in music today are quickly pushed out of the spotlight by the next â€Å"big thing†.The particular genre of music I prefer is rap. Artists like Kendrick Lamar, Kid Cudi, and Wiz Khalifa are some of the people I like to listen to. I also like country and some pop. Country and pop artists whom I like are Florida Georgia Line, Imagine Dragons, and Blake Shelton.I love listening to music. Relaxing in my room listening to my favorite song is probably my idea of mini paradise. Music to me is one of the most powerful and important things in my life. Music is an expression of someone’s feelings that can be translated into other people’s feelings, depending on how the person interprets it.Music has a very strong impact on society. People that live in different areas of the world like different types of music. For example, people around South Dakota probably prefer country music more than people in New York.Music is as popular today as it’s ever been. Everybody likes music. Music allows people a release from the stress that life puts on people, allowing them to feel em otions that they have never felt before, emotions that they can’t feel anywhere else.The reason we feel the emotions that we do is because when a person listens to a song that they really like, their body releases a hormone called dopamine. Dopamine improves blood flow in humans, reducing risk of heart attacks, heart failure, kidney problems, and low-blood pressure.Robert Young McMahan, music theory professor at the College of New Jersey, says people listen to music to help them feel good in whatever situation they are in and that different types of music call for different situations. â€Å"If you go to a grocery store, you hear music played in the background that usually has popular standards,† McMahan says. â€Å"But, if you go to the Penn Station in New York, you usually hear classical music. There is a reason that they are playing those specific kinds of music.†That reason is because subway stations in New York can get really hectic, and classical music wou ld relax people hopefully enough for them not to cause a ruckus. Popular music plays in grocery stores, because that’s the music that most people like. If you want to relax, most people would probably recommend classical music. They would probably recommend it because of the slow melodies, and a generally relaxing sound. What they don’t know is that classical music can actually slow down your heart rate, causing real relaxation Music also makes you think than you would consciously.When your brain listens to music, it tries to separate each individual sound. An example would be when you listen to a song, your brain focuses on the beat of the drum while also focusing on the strum of the guitar and the lyrics to the song. This causes your brain to exercise without you even realizing it, causing you to send out brain waves. The brain waves can make you either more alert or relaxed, depending on the song. In conclusion, I think music is one of the most powerful forces in th e world today. Every single person on Earth listens to music. I love music more than anything. I love listening to different genres and exploring what kinds of music other people listen to. Music can take you on an adventure, so hop on and enjoy the ride!