The art of Romanticism Essay Example For Students

The art of Romanticism Essay Romantics often emphasized the beauty, strangeness, and mystery of nature. Romantic writers expressed their intuition of nature that came from within. The key to this inner world was the imagination of the writer; this frequently reflected their expressions of their inner essence and their attitude towards various aspects of nature. It was these attitudes that marked each writer of the Romantic period as a unique being. These attitudes are greatly reflected in the poem When I Heard the Learned Astronomer by Walt Whitman. Walt Whitman reflects this Romantic attitude in the speaker of his poem. He situates the speaker in a lecture about astronomy that the speaker finds very dull and tedious. Thus the speaker looks past the charts, diagrams and the work that is involved with them and starts to imagine the beauty of the stars alone. Being lifted out of the lecture room, the speaker is freed of his stress and boredom and is able to enjoy the peace and true beauty that the stars embrace. Varying degrees of Romantic attitude has affected many areas in our lives today. We will write a custom essay on The art of Romanticism specifically for you for only $16.38 $13.9/page Order now A vast area that Romantic attitude has affected is The Arts. The Arts, composed of many types of genre, are composed and interpreted very different. Some people may look at a painting and imagine extremely different attitudes than the artist who painted it had intended. Another area that the Romantic attitude has drastically affected is fashion. As you glance around youll probably observe that very few people dress similar and each person has developed their own style of dress. Fashion often reflects a persons attitude towards life and may express the mood that the particular person has, this gives each person a unique quality to distinguish them from the rest of society. As you can see, in almost every case, the Romantic greatly expressed their attitude towards the beauty, strangeness, and mystery of nature. This attitude gave each Romantic a distinct characteristic that separated them from other Romantics. The Romantic attitude is portrayed in various aspects of our lives today including fashions and The Arts.

World Wildlife Fund

World Wildlife Fund The World Wildlife Fund (WWF) is a global-scale conservation organization that works in 100 countries and consists of nearly 5 million members worldwide. The WWFs mission- in the simplest of terms- is to conserve nature. Its aims are threefold- to protect natural areas and wild populations, to minimize pollution, and to promote efficient, sustainable use of natural resources. The WWF focuses their efforts at multiple levels, starting with wildlife, habitats and local communities and expanding up through governments and global networks. The WWF views the planet as a single, complex web of relationships between species, the environment, and human institutions such as government and global markets. History The World Wildlife Fund was established in 1961 when a handful of scientists, naturalists, politicians, and businessmen joined forces to form an international fundraising organization that would provide money for conservation groups working around the globe. The WWF grew during the 1960s and by the 1970s it was able to hire its first project administrator, Dr. Thomas E. Lovejoy, who immediately convened a meeting of experts to forge the organizations key priorities. Among the first projects to receive funding from the WWF was a study of the tiger population in Chitwan Sanctuary Nepal conducted by the Smithsonian Institution. In 1975, the WWF helped establish the Corcovado National Park on Costa Ricas Osa Peninsula. Then in 1976, the WWF joined forces with the IUCN to create TRAFFIC, a network that monitors wildlife trade to curtail any conservation threats such trade inevitably causes. In 1984, Dr. Lovejoy devised the debt-for-nature swap approach that entails the conversion of a portion of a nations debt into funding for conservation within the country. The debt-for-nature swap tactic is also used by The Nature Conservancy. In 1992, the WWF further funded conservation in developing nations by establishing conservation trust funds for high-priority conservation regions throughout the world. These funds are intended to provide long-term funding to sustain conservation efforts. More recently, the WWF has worked with the Brazilian government to launch the Amazon Region Protected areas that will triple the land area that is protected within the Amazon region. How They Spend Their Money 79.4% of expenses go towards conservation projects7.3% of expenses go towards administration13.1% of expenses go towards fundraising Website www.worldwildlife.org You can also find the WWF on Facebook, Twitter, and YouTube. Headquarters World Wildlife Fund1250 24th Street, NWP.O. Box 97180Washington, DC 20090tel: (800) 960-0993 References About the World Wildlife FundHistory of the World Wildlife FundCharity Navigator - World Wildlife Fund

Alexander the Great

Alexander the Great Essay Alexander was born in July 356 B.C. to Philip II and his third wife, Olympias. The parents were far from a happy couple, and Alexander was raised primarily under the influence of his mother. At the age of thirteen, he was sent to study with Aristotlean education that was for the most part formal. Aristotle promoted the belief that non-Greeks were naturally slaves, thus encouraging the princes thirst for conquest. Ultimately, however, Alexander would reject this belief, at least implicitly, as he attempted to cooperate with the Persians even as he subjugated them. Returning to Macedonia after three years, Alexander soon had the opportunity to prove his strength in battle, as he subdued rebellions and contributed to his fathers famous victory over Athens and Thebes at Chaeronea. But when Philip divorced Olympias and married Cleopatra, Alexander began to fear that his father was looking for a new heir, and the father and son had a falling out. Their dispute was shortly resolved, but both remained suspicious of the other. Indeed, Philip was soon assassinated by a guard who presumably had a personal grievance, though Alexander and his mother are traditionally thought to have played some kind of role in Philips death. Alexander thus succeeded to the throne and began the inevitable dynastic purging of enemies. At the same time, he had to force the other Greek city-states to acknowledge his authority as Hegemon of the Hellenic League, which Philip had established. In doing so, Alexander razed the city of Thebes as an examplethough many sympathized w ith Thebes and only grew to resent Alexander more deeply. But Alexander had more important concernsnamely, the Persian expedition. This had been Philips dream and Alexanders inheritance, and he wasted no time in beginning. Alexander advanced gradually and conquered territory by territory until Darius, the Great King of Persia, was forced to come out himself to face Alexander. Alexander was victorious in the two key battles at Issus and Gaugamela, and Darius was murdered by conspirators soon afterward. In the meantime, Alexander also conquered Phoenicia, Egypt, and Babylon, all of which proved to be valuable acquisitions. Upon hearing of Dariuss death, the Macedonian army assumed that the expedition was over and the war won, but Alexander insisted on pushing farther east. Here he faced a formidable opponent in Spitamenes, who possessed a smaller army but continued harassing Alexander and even slaughtered a Macedonian unit after Alexander underestimated him. Spitamenes was ultimately defeated, the rebellion fell apart, and Alexander went on to conquer the Paraetacene territory. In the Far East, Alexander founded a large number of cities that would contribute to the expansion of Greek culture. Finally there remained India (which at the time referred to a small area in western Pakistan, not the country of modern times). Although Alexander was already the undisputed king of Asia, he would not be satisfied until he had personally vanquished the entire continent. He soon allied himself with one ruler, Ambhi, but there remained Ambhis enemy Porus. The result was one of Alexanders greatest military achievements, but the battle was difficult, particularly because the Macedonian army had had to face a frightful experience in fighting elephants. After India, Alexander wanted to press still farther, recognizing that Asia extended beyond what he may have expected from limited geographical knowledge. At this point, however, his troops finally refused to further, and mutinous thoughts stirred after eight hard years of combat and marching. Alexander was furious, but he was eventually forced to give in and return home. Back in Persia Alexander dealt with administrative matters, including the replacement of various satraps, or local rulers. More important, his experience of Asia had changed his attitude toward Persians. His desire to cooperate with the Persians alienated many conservative Macedonians, who still viewed Persians as barbarians. Alexanders new attitude may even have led to his death in 323 B.C. READ: Human face portrait Essay Though the official cause of his death was a fever aggravated by heavy drinking, many historians have speculated that Alexander was poisoned by Aristotle, his former tutor, and Antipater, his close advisor, as a result of his favorable treatment of the barbarians. .

Industry Analysis on Coach Assignment Example | Topics and Well Written Essays - 1250 words

Industry Analysis on Coach - Assignment Example It is now recognized as a leading luxury goods producer in America with the brand image affordable luxury. The company’s current product line consists of Coach Handbags, Accessories, Wearables, Footwear, Jewelry, Sunwear, Travel Bags, Watches and Fragrance (Coach). Market Size Currently Coach Inc. is recognized as a large, profitable and growing American manufacturer of accessories and gifts for men and women. It owns approximately a 30% market share of the accessories and gifts manufacturing industry in the world. Coach Inc. has a significant influence on the accessories and gifts manufacturing industry in America. Net income and gross profit of the company amounted 353 million and 1.09 billion dollars respectively as at the end quarter of 2012 (Wikiinvest). Moreover, Coach Inc. employed approximately 18,000 people on a full and part time basis as of June 30, 2012 (Coach). Market Growth Rate Coach sales marked a sharp drop during January 2013. The company’s sales dropp ed by 2% in markets located in North America. North America is considered the largest market location of Coach Inc. It is listed as one of the largest companies in the S&P 500 stock market index. In January 2013, Coach Inc. was the largest declining company in the S&P 500 list. The company also failed to achieve the sales targets set for the same month (Cheng). Nevertheless, the company management is optimistic about the future sales because the yearly performance in 2012 recorded positive growth. During 2012, the price of the company shares rose by 20.9%; net sales increased by 14.5% to $4.76 billion, direct-to-consumer sales rose by 16.1% to $4.23 billion, comparable sales in Coach’s North American stores increased by 6.6%. Moreover, Coach opened 9 new retail stores and 26 new factory stores and brought the total number of retail and factory stores to 354 and 169, respectively, in North America. Another 10 factory stores were also expanded. Coach China opened 30 stores in n ew locations, bringing the total number of locations to 96. Coach Japan opened 11 new locations, bringing the total number of locations to 180 towards the end of 2012. Thus at this stage, it is impossible to determine whether the Coach Inc. market is declining or growing (Cheng). Score of Competitive Rivalry The company’s products are sold in over 20 countries in the world including North America, Japan, Hong Kong, Macau, China, Taiwan, and Singapore. Coach products are directly sold to the customers via company-operated stores in these countries. Direct-to-consumer is the prominent marketing strategy of Coach Inc. The company is also engaged in indirect marketing, i.e., sales to wholesale customers, distributors, licensed firms and web based marketing. For Coach Inc., the world is the market. Thus, the opportunity for obtaining the benefits of economies of scale is a major advantage for Coach Inc. However, it also faces issues relating to trading across borders such as loss in fair value, earnings or cash flows arising from adverse changes in interest rates or foreign currency exchange rates. The company’s policy focuses on reinvesting the profits earned abroad in the same country. Furthermore, Coach Inc.’ Annual Report 2012 reveals that the company uses the following distinguished marketing strategies to remain its annual sales revenues: (1) Distinctive Brand: Coach offers distinctive, easily

American history from 1945 to present Essay Example | Topics and Well Written Essays - 750 words

American history from 1945 to present - Essay Example tion.† This statement tells us that every action taken for a larger freedom and a more equal and spacious society is one more step toward the realization of what Herbert Croly once called ‘the promise of American life’† [Kennedy]. Throughout three eras, from 1945 to present, the progress of the Cold War, the Vietnam war, and the Civil Rights movement are showing that America is making progress toward realizing â€Å"the promise of American life†, by showing the lack of freedoms of conscience and equality in the early years, and by taking action for a larger freedom and a more equal society. In the era from 1945 to 1965, America certainly made a few mistakes and moved far away from â€Å"the promise of American life†. After World War II, the world formed two super powers, one was the United States, and the other the Soviet Union. The two started a 45 year long cold war due to their different historical experiences and different ideologies [Morris, 10]. America was once again trapped in a shadow of war soon after the World War II because of the looming Cold War between the and the Soviet Union. â€Å"The cold war had widened and intensified†¦Ã¢â‚¬ ¦ Americans were again at war in the Far East and were forced o live with the threat of nuclear annihilation† [Oakes, 808]. War is the one thing we want to avoid no matter if it is a cold war or a real war. History has taught us that war will only destroy a nation’s economy, and the people who suffer from it are the civilians of the countries that are involved in the war itself. This is represented not only in the Cold War, However, as the United States managed to start another war with Vietnam in 1950’s, lasting all the way through to 1975. Aside from the wars, African Americans had little to no rights during this time period, which goes against the statement of â€Å"the promise of American life†. By the end of World War II, â€Å"The transformation of the southern economy was undermining the system that segregated

Manning Guidance Essay Example for Free

Manning Guidance Essay Do the prioritizations outlined in the 2013 Manning Guidance agree with the imperatives of the 2013 ASPG? Why or why not? Overall, Manning Guidance (MG) 2013 is a near-term document that supports the imperatives of the 2013 Army Strategic Planning Guidance (ASPG) for all â€Å"near-term† priorities that covers FYs 13-15. The mission statement of MG 2013, states â€Å"Provide AC Army with personnel manning guidance for FY13-15 that is synchronized with the â€Å"Army’s Priorities†. The major difference is that ASPG covers near term (FYs 13-15), mid-term (FYs 16-20), as well as long term (FY21 and beyond); however, MG 2013 is a near-term document that supports the imperatives of the ASPG for FYs 13-15 only. Additionally, MG 2013 is more focused on the â€Å"Manning† line of effort vs. holistic approach to all things Army Strategic planning guidelines and considerations. ASPG Imperative #1 states: Provide modernized and ready, tailored land force capabilities to meet Combatant Commanders’ requirements across the range of military operations. How the MG 2013 supports this effort: MG provides guidelines for alignment of manning levels IAW Army priorities as reflected in the IRPL and other priorities established by Army senior leadership. MG also establishes clear guidelines on the manning levels during the ARFORGEN models by instituting not less than P2 rating during RESET and P1 during TRAIN/READY phase. It also talks about how the Army has enough Soldiers to fill every authorizations in the aggregate. Furthermore, MG also lays out allocated forces and apportioned forces that supports the Combatant Commanders’ requirements; it clearly articulates: urgent forces requires 100% manning, essential forces=90%, and important forces=80%. ASPG Imperative #2 states: Develop leaders to meet the challenges of the 21st century. How the MG 2013 aligns with this effort: MG amplifies the need for the investment of quality officers and NCOs in the institutional Army to develop Soldiers in diverse and broadening positions. It also states Commanders have the option to release Soldiers during any phase of the ARFORGEN cycle to execute Professional Military Education (PME). It also clearly states, Commands can release Soldiers/Leaders to depart unit IOT execute PME and other assignments that can broaden and grow Leaders. ASPG Imperative #3 states: Adapt the Army to more effectively provide land power. How the MG 2013 is in align or contradicts with this effort: First, MG clearly lays out the guidance on Resetting the Force during ARFORGEN cycle. However, ASPG covers areas that are mid-term and long-term that discusses the modernization effort, reforming/restructuring the Force, and fielding the Army of the future that is not laid out in the MG. Some of these areas are covered in the Command Plan as well Army equipping strategy or modernization strategy and not in the Manning Guidance. ASPG Imperative #4 states: Enhance the all-volunteer Army.   How the MG 2013 is in align or contradicts with this effort: Once again, going back to the discussion in the ASPG #2, developing future leaders, MG clearly articulates the support for Soldier/Leader assignments, importance of PMEs, and investing on recruiting/investing on top quality officers and NCOs that can ultimately enhance the all-volunteer Army.

Tuvalu and Impacts of Global Warming Essay -- Anthropology

Tuvalu is a nation that is hanging on the brink of extinction. The effects of global warming have had an enormous impact on the sustainability of life within the nation. Consisting of nine coral atolls, the highest point is five meters, and the average height is less than two meters above sea level. (UN) The lasting impacts that global warming has on Tuvalu include: rising sea levels, coral bleaching, ocean acidification and scarce amounts of fresh water. However while these factors are all directly environmental problems, global warming has the potential to destroy the rich cultural life in Tuvalu, where eleven thousand residents live. The land is disappearing and the lives of citizens are threatened. Realistic and radical approaches to these problems faced by Tuvalu include evacuation of all residents to a safe location (realistic), or the building of an Environmental Island known as Green Float (radical). Both solutions save the residents of Tuvalu, however there is no hope to sav e the land which has been doomed by the industrial endeavors that have caused global warming. Evacuation of the citizens of Tuvalu will save them from submerging with their nation, however the question of where they could evacuate comes to question. â€Å"After being rebuffed by Australia, the Tuvaluans asked New Zealand to accept its 11,000 citizens, but it has not agreed to do so.†(Brown) Tuvalu is â€Å"one-half of the way between Hawaii and Australia,† (CIA) which makes Australia a likely candidate for migration of Tuvaluans, likewise with New Zealand. However, both of these nations have denied Tuvalu accessible land for migration. â€Å"The idea of climate refugees is still something these Pacific islands are looking at, and the governments and organizations... ...Tuvalu: Flooding, Global Warming, and Media Coverage." Tuvalu: Flooding, Global Warming, and Media Coverage. Web. 19 Apr. 2012. . Matau, Robert. "PACNEWS." PACNEWS - Regional News. Pacific Islands News Association. Web. 08 May 2012. . Shimizu Corporation. "The Botanical City Concept." TRY2025 The Environmental Island -GREEN FLOAT. Web. 08 May 2012. . UN. "Tuvalu’s Views on the Possible Security Implications of Climate Change to Be Included in the Report of the UN Secretary General to the UN General Assembly 64th Session." Web. 19 Apr. 2012. .

Bush Speech Analysis

Purpose The purpose of George Bush’s speech is to justify his future military actions and to unite the Americans by appealing to their emotions. Bush used a variety of emotive language and stylistic devices to express his concern over the incident for the audience. Content and Theme Firstly, Bush structured this speech is very small paragraphs. When he delivered the speech he speaks very slowly and never speaks more than 6 sentences at a time. Also, he pauses very often to allow the audience to clap for his speech. This gives an opportunity for the audience to give a very positive response to his campaign.Displaying the popularity and support George Bush has to the international community. These short sentences delivers short and concise point for the speech. Bush themed the speech to target the international community and local Americans. This is particularly important because the incident attracted global media attention to America. It is imperative that the president takes advantage of this opportunity to gain support for America. In the speech, Bush purposefully emotes people globally to pre-justify the military actions he will take to ‘bring justice to our enemies’.In the speech, he said ‘Nor will we forget the citizens of 80 other nations who died with our own. Dozens of Pakistanis, more than 130 Israelis, more than 250 citizens of India, men and women from El Salvador, Iran, Mexico and Japan, and hundreds of British citizens’. It is quite obvious that Bush is trying to stir up the anger towards the terrorists in the Middle East countries, such as Afghanistan in preparation for war. He states the victims from various countries. Targeting the international community, to direct the anger of these victim’s friends and families towards the terrorists.By emoting the international audience, Bush gains allies and global support, increasing America’s political influence around the world. In the end, he is attempting to gather up influential allies that will support the fight against the terrorists. Bush sincerely thanked it’s allies for showing great care and support to the Americans. ‘America has no truer friend than Great Britain. ’ Bush appeals to the Britain by stating the friendship between the two countries. He used the words ‘truer friend’ to emphasize on the on-going support and co-operation from Britain.It is almost as if Britain did not offer it’s support to the America, they will not longer be know as a ‘true friend’. I think that Bush is using it’s political influence, pressuring on the British government to support America’s ideals. He is trying to persuade England to join America in the activities of anti-terrorism. He specifically thanked the British, South Korea, Cairo, Australia, Africa and Latin America as a ‘friendly gesture’ to pave way for future campaign which may include taking the same politi cal stance in certain worldwide issues in the Middle East.He takes advantage of this internationally issue to gain more allies and show off it’s political influence in the world. This speech is also a declaration of war from America. â€Å"Our war on terror begins with al Qaeda, but it does not end there. † Bush announces that America will take the responsibility of not only eliminating those who were involved in 911, but also all other terrorism activities around the world. It is interesting how America automatically assumes authority over world and self nominates itself being the ‘global police’.This statement indirectly suggests that America is to be in charge of all activities in the world. It is essential for any government to befriend more allies to gain more political influence in the world. George Bush used his influence and announced to the world that Al-Qaeda is at war with freedom. â€Å"Freedom and fear are at war. The advance of human freedom , the great achievement of our time and the great hope of every time, now depends on us. † George Bush cleverly involves the international community into the ‘war’ with terrorism.Al-Qaeda only attacked on American soil and they should have no intentions of attacking other countries in the world. However, Bush stated that Al-Qaeda is at war with freedom. This means that they are at war with any country allows freedom in their society. In other words, Al-Qaeda is at war with humanity itself. Bush describes freedom as ‘the greatest achievement of our time’ because the speech is targeted towards the global community. The word ‘our’ does not only apply to Americans, but also to every person living in this planet.He accuses the terrorists of destroying the ‘greatest achievement’. Thereby, evoking the anger of different people across the world towards these terrorists. This clever manipulation of words creates heroic image for Ameri ca. Making it seemingly natural for America to invade into other countries territories for the sake of humanity. Eliminating any objections towards America’s future military actions. Bush never segregated from American audience. He choses his subject in the sentences carefully to emphasize that he is sharing the same pain and grief as all other Americans citizens.In the speech, Bush carefully chose the subjects for each sentence to emote the Americans. He particularly used words like ‘we’, ‘our, ‘us’ to emphasize the unity in America. By using these subjects, he is presents as a understanding American leader that cares about it’s citizens. Bush also emphasized on words like ‘will’ to explain the things that need to be done in the next years. This word expresses the definite stance and determination, the American government will take for anti-terrorism.Facing such a terrible disaster, Bush uses commanding vocabulary to verbal ly display the governments organized and rational planning for the future. He said â€Å"Whether we bring our enemies to justice or bring  justice to our enemies, justice will be done† He again uses the word ‘will’ to reassure the citizens worries over America’s future developments. The word ‘will’ also invites the audience to feel that Bush will lead them towards a pre-determined and promised future that would benefit America and the world.Allowing the Americans to place a greater confidence in him and to support his future campaigns. Tone and mood He speaks in a tone representing all the people of America (e. g. I also want to speak tonight directly to Muslims throughout the world. We respect your faith. It’s practiced freely by many millions of Americans and by millions more in countries that America counts as friends. ) Stylistic features After the traumatic event of 911, George Bush announced â€Å"We will direct every resource at our command — every means of diplomacy, every tool of ntelligence, every instrument of law enforcement, every financial influence, and every necessary weapon of war — to the destruction and to the defeat of the global terror network. † Bush repeatedly used the word ‘every’ in this phrase to emphasize the serious actions the American government plans to execute. He reassures the American people that the terrorists responsible will be taken in to ‘justice’. Instead of simply stating the methods of defeating global terrorism, he made sure to underline on the fact that the government will be spending every resource it has to demolish injustice.Giving off a very strong and firm political stance, gaining trusts and hope towards Bush’s government. Also, Bush’s grave actions of anti-terrorism, informs the world about the unwavering will of the American government. Sending a powerful message to the terrorists â€Å"You should no t mess with Americans. † President Bush used metaphor to emphasize the severity of the terrorist attack. He said, â€Å"All of this was brought upon us in a single day, and night fell on a different world, a world where freedom itself is under attack. The word ‘night’ is a time where people feels lost and insecure about their safety. This word describes the state America is currently in. It shows the severe destruction the attack has done to the economy and moral of the American people. However, as the saying goes ‘night is darkest before dawn’. Even though America is in the night, after the night, the sun rises. This imagery gives a powerful sense of hope to motivate the Americans to endure the night and look forward to sun rise. Encouraging people to strive to rebuild the country after the night has passed.

Luxury consumer behavior in Mainland China Essay

China recently became the world’s second largest market for luxury goods with an annual increase of more than 30% in 2010, even surpassing Japan. Further estimates predict that China will become the largest upscale product and consumer goods market in the world. How does a country with an average GDP per capita of $3,800 USD, and classified behind 105 in the world ranking possess such a strong propensity for consuming luxury goods and products? Specifically, how does one make sense of Mainland Chinese luxury buyers and their respective consumer behavior? This article answers these strategic questions for foreign companies and marketers who are interested in the luxury industry in China, and for those who want to develop a greater understanding of one of the world’s largest market and its 1. 3 billion consumers. â€Å"At the core of this paper is an explanation of Mainland China’s 21st century value system that can only have been shaped from the country’s rich history. † At the core of this paper is an explanation of Mainland China’s 21st century value system that can only have been shaped from the country’s rich history. Answering how China has become the buoyant socialist state economy it is today, is to shed light onto the country’s various economic, social, cultural and psychological histories. The history of luxury consumption in China is one of the country’s oldest. It remains deeply rooted into China’s cultural and sociological landscape and has subsequently influenced other Asian countries such as Japan, Korea, Vietnam, Thailand, Malaysia and Singapore. The contemporary Chinese antique market and auction houses offer a telling explanation of how luxury is consumed in China. During the economic downtown, collections of Chinese antiquities were sold at Christie’s auction house for far more than their estimated value. In 2009, a 12th-century B. C. bronze vessel from the Western Zhou Dynasty sold for over 14 times its estimated value. These antique collectors are, in large part, Chinese or Asian. Collecting an expensive, storied antique is viewed in a similar vein to purchasing a luxury good. To own an artifact at home was tantamount in grandeur to that displayed by museums around the world that also housed ancient Chinese art collections. In sharp contrast, during China’s Cultural Revolution from 1966 to 1976, tradition and Chinese cultural heritage was viewed negatively as something boring, worthless, and divisive. History and heritage were destroyed in favor of new equalizing ideology. The Cultural Revolution created a cultural void, and those affected would go on to be known as the ‘lost generation’. Currently in their 50s, some members of the ‘lost generation’ have attained new wealth. They partake in the purchasing of luxury goods, and often lack subtlety. They are ostentatious and inherently possess a skewed view of what is traditional or socially accepted, subsequently explaining for very extravagant behavior. A few examples include the rebuilding of the Chateau de Maison Laffitte of Paris in a suburb of Beijing, or one wealthy man’s endeavors to build an exact replica of the U. S. President’s White House in a rural area of Anhui province. The underlying theme is the Mainland Chinese desire to mimic emblems of power from Western culture. â€Å"Today, the Mainland Chinese consumer’s 21st century value system is comprised of three salient parts: the traditional Chinese value system persists, the socialist Chinese value system (dominant), and the Western value system which is often regarded like a trend. † As the West represents advanced technology, super powers and modern values, the majority of Mainland Chinese seek to pursue these values the best they can. Therefore the pursuit of Western values can be said to have a strong influence on the Chinese consumer value system. Today, the Mainland Chinese consumer’s 21st century value system is comprised of three salient parts: the traditional Chinese value system persists, the socialist Chinese value system (dominant), and the Western value system which is often regarded like a trend. The updated Chinese socialist value system of Deng’s reform and opening policy brings modernity, wealth, achievement and success, while the Western values bring personal liberty, post-modernism, also modernity, achievement and success. Together, the Chinese consumer’s 21st century value system is a veritable melting pot; strong values of modernity, wealth and success are dominant. Thus, the pursuit of modernity, wealth and success remains the key in explaining luxury consumer behavior in Mainland China. From this explanation of the dominant set of values within Chinese society, it is hardly surprising to discover that Mainland China’s car sales in 2009 averaged 13 million, even exceeding car sales in the U. S.. Additionally, sales for German car manufacturer Mercedes Benz went up 77%. Deng’s Open reform policy in 1978 allowed for individuals to pursue wealth through various means. Economic development transformed the social structure from a model that was horizontally equal to that of vertical extension and growth. Now, after three decades of inexistence from 1950 to 1980, social classes have reemerged. During the following three decades from 1980s to 2010, social wealth increased by an average 10% of growth each year. The Mainland Chinese consumer saw better financial opportunity and became increasingly wealthy. Financial and career success and achievements naturally became a way for people to distinguish themselves from others. It became de rigueur to openly display a person’s individual success, and luxury goods and designer brands effectively communicated status and wealth. However, at the core of this newfound wealth and status was the honest pursuit of better living conditions. Better living conditions meant for higher quality products and upscale brands. Therefore, international luxury brands perfectly fulfilled the needs of Mainland Chinese consumers from all angles – cultural, social, and economic – attributing for a more modern, powerful, and self-confident approach to life. â€Å"At the core of this newfound wealth and status was the honest pursuit of better living conditions. Better living conditions meant for higher quality products and upscale brands. † In Mainland China, one may see a person carrying an authentic Louis Vuitton bag while riding a crowded, public bus somewhere in the rural countryside. Luxury goods are consumed on a mass level, and are not confined to a select few. The central cause for an increased consumption of luxury products results from the country’s socialist value system. During the transitional period from a pure planned system to a market-driven economy, consumers inherently retained the idea of equality. Government authorities also try to maintain and communicate that equality in Mainland China is crucial to national identity. Based on steady economic development and a newfound consumer confidence towards the future’s potential, Mainland Chinese consumers believe that they are, in essence, the same as each other. Even if they cannot afford a luxury brand item today, they will save up several months of savings to eventually have it. It is important to note that all Chinese luxury consumers do not aim to show off. There is a homogenous identity and behavioral patterns that come with new wealth. However, only focusing on this collective homogenous identity, and not pay attention on the differences would cause a marketing plan to fail. The Mainland Chinese market is large and sophisticated enough to use multi-criteria methods to understanding its various crossed aspects, such as psychographic, geographic and demographic aspects. Psychographically, consumers are different from socio-psychological and cultural attitudes towards luxury point of views. These psychographic variables segment in the market into four groups known as luxury lovers, luxury followers, luxury intellectuals and luxury laggards with three dimensions according to the different psychographic aspects: collectivism-individualism, analytical-impulsive thinking, conspicuousness-functionality for luxury goods. Geographically, the regional differences in China (in terms of climates, cultural customs and languages) are varied; they are the equivalent to the collective differences found throughout Europe. China can also be divided into four large regions: North, South, East and West. Cities within a given region can be further classified into tiered cities according to city’s level of economic development. Demographically, the factors classify naturally consumers into traditional groups. For the purposes of this paper, the research sample used is meaningful for study as the income levels are controlled at ten times the national average income. This ensures luxury consumption because of the sample’s disposable income level and the easy affordability of luxury goods. Age is also controlled in the range of 25 to 45 years of age in order to be sure that the sample belongs to members of Mainland China’s new generation, avoiding the inclusion of members from the ‘lost generation’ entirely. All sample participants were educated at the university level and possessed an undergraduate degree. The psychographic segmentation of Chinese luxury consumers as luxury lovers, luxury followers, luxury intellectuals and luxury laggards cross with geographic factors to show the regional distribution difference of the four groups in various parts of the Mainland Chinese market. The results can be found in Table I and Table II. Table I: Psychographic Segmentation of Chinese Luxury Consumers Table II: Chinese Luxury Consumer Segmentation Geographical Distribution in China The segmentation proves the heterogeneity of Chinese luxury consumers although conspicuousness is dominant for luxury lovers and followers, representing 31. 2% of the total market in first tier cities. Still, conspicuousness is very visible and serves as motivation especially among ‘first movers’ for purchasing new products. First movers are often portrayed by the media as opinion leaders, and are they are tactfully used to influence the market. However, intellectuals and laggards focusing on functionality and individualism are still the main dominant groups for luxury consumers in China even in first tier cities. Why are luxury’s main consumers still quiet and conservative about their attitude towards luxury goods? â€Å"After the initial introduction of international luxury brands in China, the curiosity of Mainland Chinese consumers wore off as they began to seriously confront the psychological discomfort associated with the absence of a Chinese luxury brand. † The conservative conspicuousness is coming from the cultural and psychological contradiction: 1) the admiration of ancient China’s luxury lifestyle influences the luxury pursuit today. Currently, luxury brands are widely available from many foreign countries, such as France, Italy, and Switzerland. After the initial introduction of international luxury brands in China, the curiosity of Mainland Chinese consumers wore off as they began to seriously confront the psychological discomfort associated with the absence of a Chinese luxury brand. Why was there no Chinese brand capable of carrying out the essence of luxury found in ancient Chinese culture? 2) Chinese tradition encourages people to be benign and to not have an extravagant life. Exercising frugality and discreetness are seen as the proper way for a person to behave in society. This virtue of frugality and discreetness is also the socially accepted norm by the Chinese socialist value system. Therefore, frugality and discreetness received two confirmations from two value systems (tradition and socialist) in comparison to modernity, wealth and achievement values, which were confirmed twice by socialist and western value systems. As a result, the internal psychological values within the 21st century value system of Mainland China are conflicted. This conflict is reflected in the attitudes and behaviors of its consumers, especially in regard to the luxury market, and accounts for the following: an ambivalent attitude towards luxury consumption and psychological dissonance after purchasing. An exception is gift giving or special product categories. â€Å"The conflict of having a centralized power structure versus liberty and an openness of the market creates individual wealth while limiting the expression of wealth and status. † Conservative conspicuousness can also be understood by the unique socialist system within Mainland China’s market-drive economy. The conflict of having a centralized power structure versus liberty and an openness of the market creates individual wealth while limiting the expression of wealth and status. Those consumers who are typically found in politics or a government related environment are said to be luxury intellectuals. In this setting, wealth should not be overtly expressed or shown off to others. Products that are discreetly designed, such as ties, scarves, business suits, or handbags without logos are most popular. Alternatively, if an individual outside of politics consumes luxury products, it is most likely that he or she is a luxury lover or follower. (Please see Table III) Table III: The Conservative Conspicuousness of Chinese Luxury Consumers The potential for luxury industries to thrive in the Mainland Chinese market is high. With steady economic development, more information on luxury goods readily available online and offline, the increasing relevance of e-commerce, and a greater awareness for a higher quality of life, consumerism will propel to the center of this dynamic market. As consumers get more savvy and sophisticated, the Mainland Chinese market will, in due time, be much more difficult and complicated to operate. About the author Pierre Xiao LU is Assistant Professor of Marketing at School of Management of Fudan University in Shanghai. He specializes in luxury consumer behavior study, luxury brand management and selective retailing. His theories about Chinese consumer formed the fundamental understanding for international brands towards this market and largely adopted by successful upscale brands. Before he joins Fudan University, he received his PhD in marketing from ESSEC Paris where he is visiting professor of LVMH Chair and of its Asian campus in Singapore. Lu is author of â€Å"Elite China, Luxury Consumer Behavior in China† and co-author of â€Å"Luxury China, Market Opportunities and Potentials†. He can be reached at xiaolu@fudan. edu. cn. References †¢ Michel Chevalier and Pierre Xiao Lu, Luxury China, Market Opportunities and Potentials, Wiley and sons, 2010 †¢ Jacques Gernet, Le Monde Chinois, Paris: Armand Colin, 1999 †¢ Alexandra Peers, What’s Still Recession-Proof, The Wall Street Journal, September 24, 2009 †¢ Pierre Xiao Lu, Elite China, Luxury Consumer Behavior in China, Wiley and Sons, 2008 †¢ China car sales top U. S. by Gilles Guillaume, Reuters, January 11, 2010 †¢Ã¢â‚¬ ¢ http://www. reuters. com/article/idUSTRE60A1BQ20100111 †¢ Mercedes-Benz says 2009 China sales up 77 percent, Reuters, January 11, 2010 †¢Ã¢â‚¬ ¢ http://www. reuters. com/article/idUSTRE60B0EY20100112 †¢ Pierre Bordieux, Distinction: A Social Critique of the Judgment of Taste, London: Routledge, 1984 †¢ Pierre Xiao Lu, Elite China, Luxury Consumer Behavior in China, Wiley and Sons, 2008 †¢ Michel Chevalier and Pierre Xiao Lu, Luxury China, Market Opportunities and Potentials, Wiley and sons, 2010 †¢ Pierre Xiao Lu and Benard Pras, Profiling Mass Affluent Luxury Goods Consumers in China: a Psychographic Approach, Thunderbird International Business Review, forthcoming.

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