10 Rules for Writing Numbers and Numerals

10 Rules for Writing Numbers and Numerals 10 Rules for Writing Numbers and Numerals 10 Rules for Writing Numbers and Numerals By Michael How do you express numbers in your writing? When do you use figures (digits) and when do you write out the number in words (letters)? That is, when do you write 9 and when do you write nine? 1. Number versus numeral. First things first, what is the difference between a number and a numeral? A number is an abstract concept while a numeral is a symbol used to express that number. Three, 3 and III are all symbols used to express the same number (or the concept of threeness). One could say that the difference between a number and its numerals is like the difference between a person and her name. 2. Spell small numbers out. The small numbers, such as whole numbers smaller than ten, should be spelled out. Thats one rule you can count on. If you dont spell numbers out it will look like youre sending an instant message, and you want to be more formal than that in your writing. 3. No other standard rule: Experts dont always agree on other rules. Some experts say that any one-word number should be written out. Two-word numbers should be expressed in figures. That is, they say you should write out twelve or twenty. But not 24. 4. Using the comma. In English, the comma is used as a thousands separator (and the period as a decimal separator), to make large numbers easier to read. So write the size of Alaska as 571,951 square miles instead of 571951 square miles. In Continental Europe the opposite is true, periods are used to separate large numbers and the comma is used for decimals. Finally, the International Systems of Units (SI) recommends that a space should be used to separate groups of three digits, and both the comma and the period should be used only to denote decimals, like $13 200,50 (the comma part is a mess I know). 5. Dont start a sentence with a numeral. Make it Fourscore and seven years ago, not 4 score and 7 years ago. That means you might have to rewrite some sentences: Fans bought 400,000 copies the first day instead of 400,000 copies were sold the first day. 6. Centuries and decades should be spelled out. Use the Eighties or nineteenth century. 7. Percentages and recipes. With everyday writing and recipes you can use digits, like 4% of the children or Add 2 cups of brown rice. In formal writing, however, you should spell the percentage out like 12 percent of the players (or twelve percent of the players, depending on your preference as explained in point three). 8. If the number is rounded or estimated, spell it out. Rounded numbers over a million are written as a numeral plus a word. Use About 400 million people speak Spanish natively, instead of About 400,000,000 people speak Spanish natively. If youre using the exact number, youd write it out, of course. 9. Two numbers next to each other. It can be confusing if you write 7 13-year-olds, so write one of them as a numeral, like seven 13-year-olds. Pick the number that has the fewest letters. 10. Ordinal numbers and consistency. Dont say He was my 1st true love, but rather He was my first true love. Be consistent within the same sentence. If my teacher has 23 beginning students, she also has 18 advanced students, not eighteen advanced students. Video Recap Want to improve your English in five minutes a day? Get a subscription and start receiving our writing tips and exercises daily! Keep learning! Browse the Grammar category, check our popular posts, or choose a related post below:50 Synonyms for â€Å"Leader†50 Nautical Terms in General UseEnglish Grammar 101: Sentences, Clauses and Phrases

Management of change - How organisational structure and culture can Essay

Management of change - How organisational structure and culture can influence the promotion or inhibition of change strategies w - Essay Example As such, the only way to remain competitive is to be able to change strategies in a manner that ensures the company remains competitive. This is particularly important for the engineering organizations that operate in a very competitive environment. Despite the benefits that change brings in an organization, most managers and employees are often resistant to change. Martins and Terblanche (2003, p. 68) noted that most employees and managers fear change and will often resist it. The reasons for resisting change are many, including fear of losing jobs, fear of changing the organization structure, culture, and fear of new responsibilities, just to name but a few. However, the organizational structure and culture has a huge influence on the change strategies that an organization may adopt at any one time. In this regard, the organizational structure and culture can either promote or impede the change strategies within an organization. The aim of this discourse is to explore the extent to which an organizational structure and culture can promote or inhibit change strategies within an organization. Organizational Culture and Change Management Culture plays a crucial role in driving a company to success. Pheysey (1993, p. 9) defines organizational culture as a set of norms and beliefs of an organization. In other words, it refers an organization’s ways of doing things. As earlier stated, organizations operate in a dynamic environment where change is necessary. Today, no company can compete favorably without embracing change, according to West and Farr (1990, p. 5). However, most managers tend to resist change when faced with the pressure of change. This is partly due to the organizational culture. For instance, most managers would try to deal with challenges facing the organization they manage by reverting the company’s traditional ways of doing things. In this regard, whenever a manager is confronted with the pressure for change, the manager will most l ikely try to deal with the situation in suh as way that is in line with the organizations ways of doing things. However, sticking to these cultural nuances impede the management of strategic change. Kotter and Heskett (1992, p. 13) advised that sticking to cultural ways of dealing with pressures of change may not be good for an organization since it inhibits the management of strategic change in an organization. For example, instead of adopting a new strategy of dealing with a situation in an organization, most managers tend to search for what they can understand and manage in terms of the existing paradigm. The adoption of cultural ways of doing things has been reported in the engineering companies where most managers tend to stick to traditional ways of dealing with situations that require change. However, this is dangerous since it inhibits the management of strategic change (Dent and Goldberg 1999, p. 36). For instance, report indicates that when managers are faced with the prob lem of declining performance in the engineering organizations, they have the habit of first seeking ways of improving the implementation of the existing strategy. This may involves actions such as tightening organizational controls. This implies that they only attempt to tighten up their accepted way of operation. However, in case this proves ineffective, then the managers change a strategy, though the change

Discussion Essay Example | Topics and Well Written Essays - 250 words - 110

Discussion - Essay Example It will be vital to mention in this regards that corporate culture impose positive as well as negative impacts on organisational change. Concerning the positive aspects, the impact can be felt in explicitly comprehending the business procedure. Conversely, concerning the negative aspects, the impact can be apparently observed in the form of inappropriate allocation of valuable resources (Nadler, 1998). The various elements of organisational change that commonly encompass structure, processes and systems, are used in a change initiatives for clarifying what changes are required to be made, rewarding business or operational systems as well as supporting the same and appropriately utilising the available resources (Nadler, 1998). Apart from these, as per the observations made by Nadler (1998), the above-identified elements are predominantly used in the context of change initiative with the intention of mitigating risks that emerge while incorporating changes and applying innovative technological advancements accordingly. As apparently noted, the elements of structure, processes and systems are used in a change initiative by the modern organisations for obtaining several benefits. These benefits principally comprise improving profitability along with productivity and most significantly, making important decisions within the stipulated time (Nadler,

Struggle and Survival in Colonial America Essay Example | Topics and Well Written Essays - 500 words

Struggle and Survival in Colonial America - Essay Example The harsh natural environment in which the native American Indians had lived upon at that time required them to band together for their ultimate survival. This communal basis of society in the native Americans had remained, while the settlers disintegrated. Their concept of a community hinged on common ownership of their lands and common membership in the sacred natural order (Sweet & Nash 18). On the other hand, the European concepts of private property (or termed as a private enterprise) and the individual exploitation of nature for one's own profits, did not allow for the collective modes of behavior observed in native American Indians. The settlers forced the natives to adapt to this lifestyle and forgo community living. The arrival of the first white settlers at the tidewaters of Virginia had divided a tribe of Indians termed collectively as Powhatans. The tribe at Virginia at that time were known as the Algonquian Indians the most famous of which is Pocahontas who had been immortalized in history and literature. Her tribe welcomed the new arrivals, as exemplified by her father but this generosity ushered the decline of their tribe, eventually. It weakened the formerly strong and politically stable Indian settlements of the Powhatan tribes such that they were displaced and marginalized to the point of near extinction (Fausz 21). Some natives tried to resist the Europeans but were soon defeated by the superiority of the white settlers weaponry. The Algonquians were not unanimous in their acceptance into their midst the new settlers like what Opechancanough did.     

The New England Colonial Period

The New England Colonial Period Tony Calloway Discussion Question 1. According to the article, With All the Grace of the Sex, were women active participants in colonial trade? How and why? Women had to be active participants in a colonial trade. I mean most of these women, displayed a matter of filling empty holes in their lives. There were widowed spouses or empty professions within the community. The With All The Grace of Sex article addresses of all practice of manual trade being performed by women because not all wanted to sew or cook. Some had no choice but to do the labor of a profession those others saw as a mans job. Those are jobs typically family responsibilities with everyone playing some duty within the trade. Many of the women did not need men to run the businesses. A lot of the women grew to be champions of these professions out of necessity. The only way there was clear evidence that women did work in these occupations, were the occasional discovery of documentation that has been maintained showing these evidence. Furthermore, within this literature, we would notice how frequently women were becoming apprentices and masters of trades alongside their male counterparts. Granted; the manual labor associated with various occupations, it was a wonder the existence of women apprentice and masters that were in questioned. Men that use forges, hammers and leather working tools had put some the best men to the test. To have the stamina and physical courage these women needed to prove themselves was very impressive. Like my dad use to say do not put tomorrow what can be done today. After reading the article, it would seem that women had to do what they had to do. However, that is the binary of the way women have been for a since the beginning of time. Lesson 3 1. The article, Deaths Head, Cherub, Urn and Willow and the images of the early American grave art give us insight to life during the New England colonial period. How had the views of religion and death changed over the time period, 1720 to 1820? How were these changes reflected on the gravestones? What specifically can historians learn about the Puritan from these stones Jim Deetz Edwin Dethlefsen (1960s-70s) Are two archeologicalist that studied on New England gravestones Identification of 3 main motifs in period 1680-1820. These were the Winged Deaths Head 1680-1780, the Winged Cherub 1760-1800, and Urn Willow 1770-1820. In the 17th and 18th century gravestones in Massachusetts were decorated with a traditional set of designs that have distinctive spatial and temporal limits. The pioneering gravestones in Bostons burying grounds were simple, roughly cut greenstone markers. Individual headstones bared short or no beautifying carving and often had little inscriptions, which ordinarily had a person name, and theyre the date of death. The writings interruptive punctuation, were like a encrypted carving style with a characterized raised period separating the word. Treating them as if they were archaeological phenomena, one can demonstrate and test methods of inferring diffusion, dedication and the culture that carved it. The Early popularity of Death s head design displayed the Puritans attitudes, and Urn Motifs indicated the breakdown of these values. While cherubs appear most premature among an urban innovation society in Cambridge, They remain a nearly insignificant type in this central area but are rapidly being embraced in outer districts further removed from the center of influence. Imperfect reproduction of distinct design gives rise to distinctive local styles of other districts. The delivery of these local forms in time and space presents further insights regarding the religious difference in the Colonial period, including a clear indication of how this change progressed in different geographical areas at different times. The appearance that draws archeologists the most when it comes to Puritan headstones is the uniform appearance of the three types (Deaths Head, Cherub, Urn, and Willow). The Deaths Head representation was very common early on through the 17th century. It was a type that Puritans used to emphasize the mortality of man moreover. However, after the Great Awakening and the spread of the belief in an immortal soul, the Cherub became the more popular type. The Cherub image symbolized resurrection. During the 18th and 19th centuries, right after the revival of the Greek in America, the Urn and Willow grew to be a regularly used motif on tombstones. The quality of the monument was dependent upon two factors, the skill of the stonecutter and the budget of the family. In Boston, stonecutters were also masons, woodcarvers, bricklayers and even farmers carved gravestones as another way of sustaining their families. On numerous occasions, to save money and to deliver a high-quality headstone with fine art and speed, many of the Stonecutters made prefabricated headstones. This way all they would do was insert the name and date of the deceased upon placement of order. It wouldnt take much to seek out this fantastic artwork that can be found in many places in New England to include Copps Hill in Boston the old Freedom Trail, and another favorite spot to Bostonians the Old Burying Point in Salem Massachusetts. Grave markers and the burial grounds in which they are found have become identified as having historical importance, and they have familiarized their topics for research. The traditional cultures, a grave marker serves partly a function of commemoration as well as an indicator of status. To an archeologist, these markers serve as original recordings linking to the departed individuals living as well as, a more comprehensive sense, to the society in which the individual lived and ultimately died. New Jersey can also provide some eighteenth-century grave markers like the ones in Monmouth County. These stones can give some insights into the developmental years of the colony. Although Monmouth County does share the timeline within many similarities of the colonial New England gravestone carving tradition, it also displays significant differences. Hereabouts, the choice of the gravestone in Monmouth County held related to personal inclinations within the broader trends before classified i n New England. However, with the more inquisitive minds; studying gravestones can easily part into disciplines like a historical archaeology, or even like this class art history, even a genealogist when the training is more focused on the individual family. Particular scientific archaeological studies of colonial gravestones were sparked into motion by the outstanding research by James Deetz and Edwin Dethlefsen as before mentioned, who studied within the Boston Massachusetts area. Their conclusions presented a temporally linear course of iconographic designs used in the local carving tradition; starting with stark mortality symbols such as deaths heads, with more hopeful cherubs in the early eighteenth century, and then forming the more profane, neoclassical urn and willow tree designs. Another type of style was the motif, which was used on Bostons seventeenth-century grave markers dubbed the deaths head. Deaths head, often including wings and crossed bones, is a stylized skull that is used by todays motorcycle gangs and gothic. Although folks were thinking that winged skulls been designed to symbolize physical death and spiritual regeneration this was not the case. It is essential to note that Boston-based Puritans were not advocates of using holy symbols, like cherubs, crosses in the place of meeting, of silver, or on their headstones. Puritans were adamantly opposed to connecting the human form to spiritual beings such as God, angels, or spirits. The deaths head, which in its right, is a non-religious symbol and was the first description applied to gravestone carving. Additional decorative motifs following the deaths head were the hourglass with wings symbolizing the concept time flies, elaborately carved on the side panels along with florets, finials, foliage, fruit, and imp-and-dragon figures. The seventeenth and eighteenth-century headstones had solemn inscriptions that inspired passers-by to contemplate mortality and the temporary nature of life on earth. There must have a broad range of the deaths head motif. The features and arrangement of the image depended uniquely on the preferred style of the carver. Those creating their style of carving like silversmiths, tanners, carpenters, and other artisans, gravestone carvers had specific techniques and skills. The style was almost like a calling card for some. Through inquiry research, newspaper and ads, announcements, signed or initialed stones, ledger books, and other original reference materials, twentieth-century historians were able to recognize many of these makers. As the immigrants began to reach a more stable lifestyle and acquire wealth, they were better able to afford more extravagant personal items whichever could serve as representations of their socioeconomic status. Individual belongings could have extended from a broader, more pretentious house; a cabinet full of silver plates imported from China to large lavishly engraved gravestones. Lesson 3 Discussion Question 1. How did the Northern demography differ from that of the Southern colonies? Compare and contrast the social, economic, gender, and racial hierarchy of the New England and Southern Colonies. During the mid-1700s, there was an influx of immigrants migrating to America. During this time there was an abundance of food to go around, and that allowed for a generally good health of the majority of the colonist. By which it would allow more women to reproduce and share a low mortality rate, with the help ladies having several or more children during their life. With this expansion became the love of social class and hierarchy. The North school system celebrated and embraced social mobility, and the entrance of newly prosperous planters, commercial farmers, and retailers into the upper ranks was not only likely but also common. (Faragher 2012) While there was a well-established upper class in the Northern Colonies, there was also the scant and poverty-stricken lower class as well. It was composed of slaves, bound servants, and the poor laborers. This group made little less than half of the Northern colonies population, and their standard of living was just above minimum subsiste nce. While both the Northern and the Southern colonies each had their hierarchy system, and they were similar in ways yet different in others. In Southern colonies, the standards needed for social status was racial purity. These ethnic pure Spanish colonists held the top of the social ladder. Spanish of mixed ancestry were in the middle and Indians, and African slaves were placed at the bottom. Though there was strife for nonwhites in the north, the separation of lines was obscured. The colonist had possibilities to move up or down the ladder at their will. Biracial Northern colonist experienced much more opportunity compared to their Southern counterparts. The Northern upper class was typically made up of landowners, merchants, and prosperous professionals. These upper class Northerners were living a much more lavish and extravagant life than the upper class Southern colonist. References Deetz, J., Dethlefsen, E. S. (2007). Deaths Head, Cherub, Urn and Willow. Retrieved from http://www.histarch.illinois.edu/plymouth/deathshead.html Faragher, J. M., Buhle, M. J., Czitrom, D., Armitage, S. H. (2012). Out Of Many A History of the American People (6th ed.). New Jersey: Pearson. Howe, J. (1998). Greek Revival. Retrieved from http://www.bc.edu/bc_org/avp/cas/fnart/fa267/greekrev.html Revolutionary Windsor. (n.d.). https://sites.google.com/a/windsorct.org/revolutionary_windsor/home/gravestones-puritanism Wooodard, D. D., Doody, D. (). With All the Grace of the Sex. Retrieved from http://www.history.org/Foundation/journal/Spring04/women.cfm

Bullying and Violence in Public Schools Essay -- Religion in Public Sc

Bullying and Violence in Public Schools Although bullying has always been a problem in schools, it has more recently become a bigger crisis with vicious consequences. â€Å"However it is defined, bullying is not just child’s play, but a terrifying experience many schoolchildren face everyday. It can be as direct as teasing, hitting or threatening, or as indirect as exclusions, rumors or manipulation† (Garrett 2). Most kids do not think certain actions are classified as bullying, yet they do not realize the severity of the way they treat their peers. What they may see as â€Å"joking around† can be viewed as them being a bully, and they may even be hurting someone’s feelings without realizing the effect that they have. This can then lead to school violence, which is a prevalent issue in today’s society. There are many causes to bullying and school violence and many effects as well. However, if dealt with properly, there are ways to solve these prevailing problems. â€Å"One in seven children is a bully or the target of a bully, according to the National Association of School Psychologists† (Garrett 34). Therefore, it is important that everyone understands what causes this much bullying to occur. One of the first things influencing kids is violence in the media. â€Å"Countless studies have determined that there is an irrefutable link between violence in the media and violent behavior in children, argues former secretary of education William J. Bennett† (Grapes 57). Popular culture seems to have an enormous effect on the young, and a lot of times it is not in a positive manner. For example, many television shows and movies show violence in school. The movie Scream is about two high school students who are trying... ...or problems, especially in today’s society. There are many reasons why these issues arise, and many negative effects that stem from them. It is pertinent that solutions are brought about so that children can stop being hurt. â€Å"In our quest to provide the quality education that our children deserve, this problem can no longer be treated lightly† (Garrett 2). If this problem of the present can be turned around to make a brighter future, school will be a safer place where all students can be comfortable and able to succeed. Bibliography Garrett, Anne G. Bullying in American Schools: Causes, Preventions, Interventions. Jefferson, NC: McFarland & Co., 2003. Grapes, Bryan J. School Violence: Contemporary Issues Companion. San Diego: Greenhaven Press, 2000. Hurst, Marianne D. â€Å"When It Comes to Bullying, There Are No Boundaries.† Education Week. 24 (2005): 8.

Buyers Behaviour Virgin Atlantic Essay

Originally it was called British Atlantic Airways, later changed to Virgin Atlantic Airways. The first flight was from Gatwick to Netwark on the 22nd of June 1984 (Virgin Atlantic, 2012). The company launched a ? 6 m advertising campaign in 2010, which was James Bond themed (Guardian, 2010). The new advertisement helped the company recover from the recession. Now I will examine how exactly it was achieved and what methods were used to obtain the best performance of the advertisement. 2) Target Market. Market segmentation is a way of separating the consumers into different sections by their shared needs and personalities (Leon. G, 2010, p. 28). The needs and values depend from person to person according to his culture (Leon. G, 2010, p. 366). The VALS (values and lifestyles) segmentation system clearly shows the type of audience this commercial is aiming at (Leon. G, pp. 84). This system divides consumers into eight distinctive subcategories, which consist of: thinkers, achievers, experiencers, believers, strivers and makers. The subcategories this advertisement will appeal to are: innovators because they are receptive to new technologies and who can experience the innovated technologies at a Virgin Atlantic flight; achievers because they are goal oriented consumers who like to display success to their piers, which they can display by flying Virgin Atlantic as it is high class airlines; experiencers because they like to spend their income on fashion, socializing and entertainment which Virgin Atlantic offers through great service, food, entertainment and their flights are considered as ‘trendy’. The social comparison theory states that the consumer with higher purchase ability tends to have a higher status; this is a proof why achievers like to spend on luxurious products and services (Leon. G, 2010, p. 338). This commercial appeals to all the five effective target-marketing segments (Leon. G, 2010, p. 73). It is identifiable as it clearly distinguishes the shared needs, age and gender of the consumer. The consumer is a businessman or career orientated workingwoman who prefers high-class service. The age would appeal to Generation Y that is born from 1980 and on wards (Leon. G, 2010, p. 410). The Generation Y spends 150 billion annually and is into innovation and luxury while Generation X is considered as ‘sophisticated’ group. Virgin Atlantic Airways allows children ages 5 and above to travel or should be accompanied by an adult (16+). Pets are accepted if they accompany a disabled person (Virgin Atlantic, 2012). 3) Service offered. The marketing mix shows what kind of service/product is offered by dividing the elements to: product, price, place and promotion (Leon. G, 2010, p. 58). The service being offered is not just a flight from one destination to another; it is an experience at a high-class level of the Virgin Atlantic flight where the costumer will be served at a high class, with security, entertainment and with maximum comfort. It is a high-involvement purchase, which requires considerate thought and cognitive process, as the price is high (Leon. G, 2010, p. 231). The flight can be purchased online or at a flight ticket office. The company offers promotion such as: flying club card, ticket sales and discount codes/vouchers (Virgin Atlantic, 2012). The price and quality relationship the company has is low- price tickets in comparison with their competitors and with a high-class service. 4) Seasonality. The time of placing the advertisement is very important, as there are competing companies to take into consideration. The order effect research has shown that the advertisements presented first (primacy effect) and last (regency effect) has a greater effect on the consumer (Leon. G, 2010, p. 302). The release date was 26 October 2010, which was a great push to recovery from recession. British Airways and American Airlines are the biggest competitors. American Airlines released their commercial in May 2010, which had a primacy effect where as Virgin Atlantic Airlines gained a regency effect. The James Bond 007 Blood Stone video game was released on 5th of November 2010(IMDB, 2010). This shows that the commercial was released 10 days before the release date of the game. This strategy used by Virgin Atlantic is a very clever marketing move, as their advertisement is James Bond themed and during that period of time all sorts of media (TV, newspapers, online, word of mouth and billboards) had James Bond game advertisements. Virgin Airlines got increased attention to their advertisement by publishing their advertisement at time coinciding with Blood Stone’s release. 5) Positioning the commercial. The advertisement is transmitting through mass media as well as through new (non traditional) media (Leon. G, 2010, pp. 294-296). The commercial is played on TV where it addresses wide range of consumers (i. e. via mass media) and through YouTube where it is addressable and interactive, while response – measurable. It was also played during the flights on the Virgin Atlantic TV channel where it exclusively targets its audience (i. e. via target media). 6) Reason for the commercial. The consumer behavior consists of searching for, purchasing, using, evaluating, disposing of products and services that in their belief will fulfill their wants (Leon. G, 2010, p. 23). The commercial was created in order to persuade and make aware the audience of the fact that the service being offered by the airlines is luxurious, entertaining and high-class, to convince that this kind of service will satisfy there needs. ) Perception. â€Å"Perception is defined as the process by which an individual selects, organizes, and interprets stimuli into a meaningful and coherent picture of the world. †(Leon. G, 2010, p. 175) This advertisement appeals to emotional motives, which are affection, status and pride in this case (Leon. G, 2010, p. 110). The advertisements mood is sexually charged and is putting the buyer into a state of excitement by: James Bond themed music and graphics, illustrations of high-class adventure and good-looking actors in the commercial. Abraham Maslow created the Maslow’s Hierarchy of Needs, which identifies the five basic levels of human needs (Maslow, 1987). The advert is aiming to satisfy all the five needs of the potential consumer. Egoistic needs will be satisfied during the flight on these airlines, as it is illustrated as a prestigious flight. Egoistic needs include the need of good reputation, status and recognition from others, which advert convinces that the consumer will have, if he/she chooses Virgin Atlantic Airways. Need of Self-Actualization will be satisfies as shown in the advert, by flying on this flight the customer will feel self-actualized by getting high-class service which he/she deserved or earned themselves. Social Needs are to be satisfied by communication with good-looking staff. The Virgin Atlantic cabin crew was voted as the most attractive staff in the whole world by the surveys of travelers (Daily mail, 2011). Richard Branson has always stated that the appearance of the flight crew must be important in order make the customers enjoy a memorable flight. Cabin staff of Virgin Atlantic Airlines are told that: ‘You’ll be the face of the airline. As such, your grooming should always be immaculate – even after a long, tiring flight’ (Daily mail, 2011). As flying on an airplane has a small risk of security, the advert is aiming to convince that their flight is safe and is a pleasant experience where there is nothing to worry about. Physiological needs will be satisfied by the high-class food and beverage service that would be offered during the flight by good-looking staff. Air and shelter will also be present, as the designed with up to date technology. This commercial is aimed at visual consumers that prefer and take information better through visual images or messages as sources of information (Leon. G, 2010, p. 147). While watching the Virgin Atlantic advertisement repetitively on TV or Online passive learning is occurring and it changes the consumer’s attitude regarding the product (Leon. G, 2010, p. 232). The theme message delivered through this advert is: ‘Your airline’s either got it or it hasn’t’. There is a message resonance in the wording, which adds a bit of humor to it and will make the viewer remember the commercial (Leon. G, 2010, p. 301). The theme message has comparative advertising technique to it where Virgin makes the viewer compare their airlines to Virgin Atlantic (Leon. G, 2010, p. 303). The sexiness in advertising is present in order to grab the attention of the viewer (Leon. G, 2010, p. 308). The hostesses are wearing short dresses in red color and the man who is passing the security check hasn’t got underwear on. Virgin is trying to show that their flights are ‘sexy’. This technique tries to show the security the airlines provide (angel like). The flight team is very good looking and is walking with self-assurance, which adds confidence to the image of the company. The runway lines and the red carpet represents the luxurious service. | | Transition from the safety demonstration to the airplane saloon is done without editing cuts, which is very eye-catching. | | The shot of people sitting around of a pool of martini and playing with the olive, which represents entertainment, beverage and luxury the airlines offer to their customers. 9) Buying process. â€Å"The consumer decision making can be viewed as three distinct but interlocking stages: the input stage, the process stage and the output stage†(Leon. G, 2010, p. 36). This advertisement is designed in order to influence the input and process stage in order to make the consumer come to the output stage. This advert influences and increases the consumer’s recognition of the service ne ed. The information is delivered to the consumers through the marketing efforts of the commercial, which will influence not only media but also word of mouth marketing. The Psychoanalytical Theory of Personality created by Sigmund Freud explains the drivers of the output stage (Leon. G, 2010, pp. 137-139). According to Freud’s theory this commercial will affect superego and id to make the purchase. The superego will be gratified when purchasing this service because he/she will become socially and fashionably acceptable, as Virgin Atlantic flight is ‘trendy’. Id will be gratified if the consumer will make the purchase because the airlines offer the basic requirements such as food, shelter and security. The consumer will make a trial or a repeat purchase when buying this service (Leon. G, 2010, p. 497). The consumer might be new to the company or be a frequent loyal customer. 10) Involvement levels and risk perception. Involvement is a very important factor in how much attention is paid to the message sent to the viewer and how it is understood. There are different ways to measure the involvement of the viewer. There are two ways of involvement, high-risk and low-risk purchases. The higher the risk, the higher the involvement and research will be. The flight purchase is a low-involvement product and consumers prefer congruent context of the message delivered (Leon. G, 2010, p. 293). The mood of the consumer is very important, if he/she is in a bad mood, the content of the commercial might cause a bad reaction of the viewer. Psychological noise may be distracting the viewer from the commercial and the advertisement has contrast in the imagery in order to keep the viewers attention. 11) Conclusion. The advertisement created by the Virgin Atlantic airlines in my opinion was successful . The James Bond theme imageries and soundtrack had a great impact on the effectiveness of the commercial. Every time the consumer will watch James Bond movie or play a James Bond game, the commercial will subconsciously come to their mind and the other way around. The time it was released was perfect, as they needed a push to get out from the recession. The commercial had a bit too much sex advertisement in it, which may led to worse effect tan could have achieved and made the competitors (American Airlines) stand out more, as they had a touching TV commercial that gave gratitude to the men in uniform, veterans and their families. Sexual advertising may distract the consumer’s attention from the message content being sent. This technique may have a little influence on the buyers purchasing intentions and a risk of spoiling the image of the company. This advert is targeting businessman, but there is the family audience with children and generation X, which they are risking of loosing. The commercial is based mostly on emotions and only in one short scene the viewer can see the seats with the monitors. The saloons, seats and the exact food of Virgin Atlantic Airlines are not shown, but they are very important to be shown, as the consumer wants to see the comfort he/she will have during the flight. The fact that the advertisement shows a man being tucked into a cloud and not airplane seat could make an impression that the airlines are hiding something and their seats are not good enough to be shown in the advertisement. This advertisement could have been improved by focusing the viewer’s attention much more on the design of the saloon, comfortable seats and delicious food. Nonetheless, overall this was a very well executed and effective advertisement with successfully reached hearts and minds of customer.