Understanding The Current Trends In Product Placement Media Essay

Understanding The Current Trends In Product Placement Media Essay Product placement is a paid product message aimed at influencing movie (or television) audiences via the planned and unobtrusive entry of a branded product into a movie (or television program). (Balasubramanian 1994, 29; Immonen 1998, 14) These are the prominent definitions given for the concept of product placements by academicians in the past. The pertinent points that relate to product placements in these definitions are that a) its used in entertainment programs/productions b) its paid for by the brands involved. Entertainment mediums like television and radio have long been targeted by advertisers to pitch their products in the mindset of the consumers. Initially these took the form of Spots on these mediums between the programs. They were specialized productions in themselves whose whole purpose was to advertise these products. However with time this method started getting increasingly cluttered. First there was an inherent mental switching off by the viewers during the advertising. The viewers paid little or no attention during the breaks of the program. Morever with technological advent, viewers had the option to switch to another channel, both for television and radio, known as the phenomenon of zapping. Product placements presented a way out of this problem of zapping. The appearance of the products is incorporated as a part of the program itself. Therefore there is no chance of the viewer leaving it for something else. Also the audience is in a high state of involvement, so it is easier to for the brand to leave a mark on the mind space of the viewer. The viewer is also generally very involved with certain characters in a program. If the product is placed in conjuction with the character, it becomes a sort of endorsement by a loved character, which can be very desirable. An example is the placement of Mars chocolate in E.T, where the product got linked with the kids and E.T itself. Another example is James Bond being with a lot of products in the movies. The products acquire a different aura when they are associated with a strong character like James Bond. From the perspective of the producers of the movie/television program product placements are a source of income. In the present times, when the shelf life of the movies has decreased and the budgets have sky-rocketed it makes sense to indulge in this process to make some money even before the movie has even been filmed. The concept of product placement has become so popular that it has started being incorporated during the scripting stage of the movie or T.V program itself. There are specialized agencies which broker between production houses and the brands the following diagram illustrates how this works. Product placement and AIDA model The AIDA model of consumer behavior is as drawn above. Product placement can be used in all of these stages to pitch a product to the potential viewer. However in most of the cases, product placements are used in cases where awareness regarding the brand is to be generated or interest is to be generated regarding it. Awareness In a lot of instances, product placements have been timed to coincide with the launch of a new product. The goal is to integrate the product placement with the other activities related with creating awareness of the new product. With an established actor mentioning the product or better using the product, the launch creates a huge buzz. An example in the Indian context was product placement of Maruti Swift in the hit Bollywood movie Bunty and Babli, coninciding with the launch of the product. The characters of Abhishek Bacchan and Rani Mukherjee are shown to run from the police in a Maruti swift in the climax. Amitabh Bacchan specifically mentions the name of the brand in a subsequent scene. Thus the viewer gets to actually look at the product for the first time. Interest In this case, a brand which has already been launched for quite some time, benefits from product placement by having its working explained for the first time. This works very well for the technology products, where the features of the product get explained when the user is in a very high involved state of mind. However the example which I will quote is that of a services firm, Western Union money transfer service. In the movie Virudhh, the character of John Abraham is shown to transfer money using the service. The character explicitly mentions that with Western Union money transfer, the transfer gets done efficiently and instantly. Desire Product placements lend themselves very nicely in situations designed to provoke desire among the viewers. By nature movies and television characters have an aspirational air about them. Therefore when they use products on screen it creates a desire among the viewers to own the product. Examples are the high end automobiles used in the Bond franchise over the years. This works very well for products like apparel or accessories because of the perception of good looks attached with the stars on screen. Ray ban has extensively been placed in movies over the years. A notable example is Slyvester Stallone using Ray Bans in the Rocky franchise. Product placement and FCB model Affective Informative Thinking Feeling Self-satisfaction Habit forming High involvement Low involvement If we analyse product placements by the lens of the FCB model, examples can be given for each of the quadrants. Starting with the bottom most quadrant of self satisfaction, cigarettes were one of the earliest users of product placements, with the lead actor of the hit T.V show I dream of Lucy smoking a prominent brand on the show. These days, Coke is placed on the American Idol. Also in a lot of movies, the banners of Coke are placed in the background suggesting subliminal advertising. In the affective quadrant, these are products which evoke very strong feelings and are high involvement. Here automobile has been another sector which has bet heavily on product placements. Examples have already been given above. The products in the informative category are a little tough to push in a product placement scenario since it will require quite an amount of screen time. Also unless the product is highly engrained in the plot, the placement for a large screen time may actually become jarring. In spite of this, it has been tried quite successfully. The Western Union money transfer example has already been taken previously. Also Microsoft has plugged its software in the hit T.V series 24. However the limitation of screen time and plot involvement restricts itself in categories of products which are habit forming. There are no prominent examples of product placement which can be given in this category. Global vs Local In the Indian landscape product placements have mostly been done till now. However, now regional movies have started to tap this source of revenue as well. Examples include the recent Bengali film Antaheen where the hair oil Nihar was placed in a prominent manner. In the Telugu movie, Â  Anukokunda Oka Roju, actor Jagapati Babu is seen carrying a pack of Real juice most of the time. However the very nature of product placements means it can be done for mass produced entertainment productions, and therefore cannot be used at a more local, say a town level because the number of eye balls captured will be much too less. Advantages and Disadvantages Advantages Product placement can offer many advantages over other forms of advertising media, especially cost efficient communication. Over the life of a film, including its theatrical run, premium cable appearances, other televised broadcasts and home video rental, cost-per-thousand exposures continues to decrease, eventually declining to mere pennies on the dollar. Product placement also narrows (and often obliterates) the gap between movies and the rest of our marketer-dominated culture. Films can be selected that target consumers who may be difficult to reach with more conventional advertising methods. Nearly three-fourths of the audience for theatrical films is 16-39 years old, a group highly prized by advertisers. Associating brands with particular actors, films or contexts allows the marketer to associate a brand with congruent lifestyle or usage situations. Films offer these brands the full sight, sound, and motion capabilities they do not have access to in radio and television. Finally , product placements are one means for overcoming the all-to-common problem of advertising avoidance via zipping, zapping and muting. Additionally during movies and television shows, viewers are in a very involved and perceptive state of mind, thus making it easier for a product to leave an impression. Disadvantages With the increase in use of product placement, analysts fear that consumers will develop ad-blindness, becoming so accustomed to ads that they stop noticing them. This may happen because when an ad is repeated too often, people adapt to their presence and start filtering them out of their vision. The movie E.T. and Reeses pieces were an example of successful product placement. The use of a recognizable candy added to the appeal of the story. However, poor use of product placement can compromise the integrity of the story. The latest James Bond movie Casino Royale, has been lambasted in the movie for being too much like one long commercial. Although at that time most of the release had used more product placement yet probably due to the way is was done, product placement id Casino Royale led to ad-resentment; the audience to felt like they were being cheated and the whole movie was an ad. Comparison of TV commercial and Product placement Parameter TV commercial Product placement Cost Very high (usually millions `) Low compared to TV commercial Viewers high Very high % viewers watching Very low, usually less than 10% at a time Very high, chances of missing the product are too less, usually 90-100% watching CPM High compared to product placement Duration of Advertisement Very less Extremely high, can be many years Investment to create the commercial yes no Number of Countries Usually One Can be in many countries Number of times shown Once Hundreds to thousands of time Conceptual Model for effectiveness measurement A three dimensional model is used for product placement and the best methodology to capture the user response on product placement is lab experimental A Three-Dimensional Construct Product placement can be categorized along three dimensions i.e. Visual, verbal and plot connection. Video dimension relates to screen placements which depend upon number of appearances on the screen, the style of camera shot for the product etc. The verbal refers to the brand being mentioned in a dialogue. Its variation depends upon the context in which brand is mentioned, frequency and emphasis placed on brand name (tone of the voice, place in the dialogue, character speaking at the time, etc.). Third dimension, plot connection refers to integration in the plot of story1. The relevance of product placement can be judged by the level of plot placement, a high plot placement is done by taking major roles in story or building persona of the character and a mere mention of the name is considered lower plot..Cases of higher plot placements are where a character is clearly identified with the brand, e.g. James Bond with his Aston Martin, then BMW Z3, or where the brand becomes a central part of the plot, as in the Pottery Barn episode of Friends or the Kenny Rogerss Roasted Chicken episode in Seinfeld. Most of the empirical studies on product placement tried to measure its effectiveness in term of how well it is remembered.These measures assumes that effects of memory are similar to effects of attitude but there are counterviews which dictates that there is no correlation between memory and attitude measure. Since recall may be a poor predictor of persuasion, research on the effectiveness of product placements should investigate both memory and attitude effects. This model focus by determining not only how a placement is cognitively processed and thus whether it will be recalled but also how it affects consumers attitudes The Theater Methodology Traditional approach of experimental testing the theoretical framework involved quasi-experimental e.g. finding existing TV shows with product placements which goes well with script, screen and plot dimensions. This procedure was complicated and also introduced noise, making it imprecise. These issues were removed and a new methodology was developed i.e. called theatre Methodology It uses a videotaped screen play as the setting for presentation of stimuli. The branded product are strategically placed inside some written original screenplay The main motivation for using a theatrical setting is to increase the level of experimental control while providing an environment similar to existing television shows. These days a huge chunk of brand placements happens through television shows or movies, so the experiment had to be conducted in audio and visual environment. Moreover, developing a new script and videotaping different versions of the plays allowed the production of multiple treatments. In addition, the use of a specially developed screenplay eliminated any contamination related to prior exposure. This methodology provided a unique environment for the empirical testing of product placement. By placing different brands within the same environment, it offered an opportunity to experimentally test messages that varied only on certain specified dimensions, thus maximizing the internal validity of the experiment. Suggestion for experimental design We have found that some of the previous studies have used experimental design so we are suggesting one of those. Experimental designs which can be used to test the effectiveness of product placement. The design would includes Modality We have studies earlier that key component of Tripartite Typology of Product Placement, has focused primarily on programming differences between visual and auditory information. Research on modality of presentation in audio-visual contexts suggests that the visual and auditory channels indeed differ in the amount of meaning that they carry. The visual channel serves to create the perspective in which the story is set and auditory channel, on the other hand, carries the script of a television program, and, as a result, serves as a conveyor of semantic information through speech. Modality signals how much meaning a stimulus carries, modality of presentation will thus be crucial in determining the effectiveness of a placement. Plot Connection Plot connection is third dimension of the product placement framework, which is discussed earlier. The level of plot connection will determine the role and importance of a placement in a story and will qualify the effects of modality. Now for experimental design, we can use within-subjects design i.e all the subjects saw all the brands. Each placement can be considered to consist of a different combination of modality and plot connection level which can be shown on a 2X2 matrix with each cell represented by one or more brands. We can ask different subjects about the product placement of similar brand sin different categories which will help us in identifying the effectiveness of the product placement Sample Revenue Model There are many different models followed by the parties to product placement and the model shown above is an example of one of these models. This advertising model is based on 30 second time slot for product placement. It is centred on the broadcasters, which includes TV networks, cable and satellite service providers. A broadcaster usually buys the airing rights for different TV shows and then airs the shows for consumers. To make a profit, the broadcaster sells placement spots to advertisers or ad agencies. The cost for the ad spot varies with the Tv channel and the kind of program. Some of the examples of cost of slot is from year 2005-2006, the cost of a 30-second ad spot in the top-10 shows ranged from $705,000 (American Idol) to $293,000 (Two and A Half Men). In this model, the broadcaster sells all the ad spots, and earns all of the advertising revenue. The only revenue source for the content creators, or the production studios, is the licensing fees broadcasters pay for the r ights to air their shows. Compatibility with other form of communication Maximum value can be created out of product placement if it is integrated wit other forms of communication. The key is to avoid using isolated product placement opportunities and create connections to other elements of advertising plan. Product placement can be combined with celebrity endorsement for instance to create much better communication e.g. Santro being used in a Shahrukh Khan movie will be much more noticeable than with other actors or Scooty pep+ being used in Priety Zinta movies. In addition, a product placement can be just the right thing to complement other advertising initiatives that attend the launch of new products. At other places the product placement itself can be used at other places or in other forms of communication e.g. Ray Ban glasses used in Men in Black were used in print media Examples Movies: Movies are the most common place of product placement. The appearance can be traced back to as early as 1920s but it became a commercialized business only after 1950. Of many new product placements in movies few are Aston Martin in Casino royale, iPhone in Gulliver, Everlast and Budweiser in Jackass. Television: Product is very common on television. It can be done on reality shows like big brother which often features one of the participants stating something along the lines of: Oh, did you check out the new product X by company Y yet? after which the camera zooms in onto the named product. It has been claimed that the participants get paid for it. Other example is placing Coca cola in American Idol Comic publishing: SA football comic uses product placement to promote many brands, and the comic is distributed free of cost to all its readers around the world. Product placement occurs at many places in the publication; on the shirts of the players, through placed billboards, and through the branding of locations or scenarios. Music and recording industries: This type of product placement is fairly newly and has not been used much even though the viewership is fairly high. A recent example is the song of movie Dabangg, where Mallaika Arora mentions Zandu Baam.

Discuss the Narrative Method of Kurt

Discuss the Narrative method of Kurt Vonnegut's Slaughterhouse Five Kurt Vonnegut’s Slaughterhouse Five is a that in no way can be treated as one-dimensional one. It deals with the historical events like the bombing of Dresden, socio-cultural reality of America in the 1960s and the alternative world of Tralfamadorians. Although three different realms are combined, the novel does not present anything that could be perceived as unseen. Its exceptionality comes from a less explored perspective – the novel’s unique narrative structure.It seems obvious that the text could not have been interpreted with the use of traditional interpretational tools therefore Vonnegut introduced a new method of narration. The main focus of the analysis are several devices Vonnegut uses to create his narration. First of all the story has in fact two narrators not one. In this way the reader sees more clearly that he narration technique is in a way turned upside down. The narrator not nec essarily loses his traditional role and still influences the way readers perceive the plot but a slight difference can be noticed.What is more, contrary to the potential assumptions of the reader, Slaughterhouse-Five not entirely breaks out with the convention of an anti-war book. The second issue that needs to be looked upon are the stylistic devices use by the author. Those are: the collage technique, the foreshadowing of some of the events and multitude of repetitions. These tools can be traced in every chapter of the novel. Moreover both of them connect different levels in the plot. The third aspect of the novel is Vonnegut’s attempt to explore the subconscious of the protagonist with the use of Tralfamadorian reality.It might be argued whether the author’s intention was to make the reader believe in alternative world or to present the main character as schizophrenic. By the matter of fact such question is legitimate as the topic of schizophrenia can be easily asso ciated with Billy Pilgrim’s travels in time and space. From the first sentence in the novel the reader becomes aware that it is impossible to state whether the story is true or fictitious. â€Å"All this happened, more or less. † (p. 5) Throughout those words the reader is confronted with is the question of truth.In this way Vonnegut gives the reader a thrill and achieves the effect of reality. On the one hand the reader feels that the story is a fiction on the other however some parts of the story seem to be far too realistic to be artificial. Moreover Vonnegut calls his novel â€Å"a failure. † (p. 14) With this expression he again brings it into question the truthfulness of the reported facts. The question whether the novel tells a real story or is only a successful mystification is left to the reader to answer by himself. The story begins in chapter II.The author introduces the protagonist named Billy Pilgrim who describes his time travels. As the story unfo lds the reader gets more details about the alternative world of the Tralfamadorians. The idea of time traveling as well as the utopian life on another planet is, by the matter of fact, just a renewed and transferred to the modern versions of topics introduced to literature centuries earlier by Thomas More or Jonathan Swift. There is however one aspect, which is worth a particular amount of attention – the way the story is presented.Taking into consideration the fact that it is Billy who describes what happened it is odd that every expression, Billy utters, is commented on with the words â€Å"he says†. (p. 20) At first sight this may not seem important but it points to the question of truth. Does Billy travel to remote areas, or does he only say so? Vonnegut asks this question every time he repeats those words. Another device used by the narrator is the foreshadowing of important events. As an example one may look at the following expression: â€Å"Billy sat down in t he waiting room. He wasn't a widower yet. † (p. 4) By foreshadowing some of the important events in the story the author breaks with the concept of time. He deliberately upsets the chronology in the novel. It is visible especially when Vonnegut places the first and the last sentences of the novel next to each other. That procedure forces the reader more focused while reading the novel, more careful in search of full understanding. What is more not only the concept of chronology but also tension is rejected in the novel. Vonnegut avoids tension by anticipating some of the events which are connected with a given character, for example: â€Å"His name was Howard W.Campbell, Jr. He would later hang himself while awaiting trial as a war criminal. † (p. 63); Next technique used by Vonnegut repetition of some phrases. The repetitions appear throughout the novel in different contexts. â€Å"I drive my wife away with a breath like mustard gas and roses. † (p. 6) This quot ation occurs in the first chapter which describes the genesis of his novel. It is used again in chapter four, when Billy imagines that he can smell somebody’s breath and once again in the war episode when the protagonist describes the bodies: â€Å"rotted and liquefied† and the smell was â€Å"like roses and mustard gas. (p. 105) The smell is a kind of a sign which links the past with the present. The repetitions also join several episodes of the novel in order to make it less chaotic and incoherent and introduce a kind of structure. That in turn makes the novel more coherent and easier to follow. Apart from stylistic devices which Vonnegut, with all his mastery, uses to create the unique atmosphere Slaughterhouse Five turns out to be also a in-depth study of human psyche. The psychological aspect of the book is, however, deftly disguised with the use of alien society of the Tralfamadorians.The symbolic meaning of this alternative reality is in fact more than a symbol , as it becomes true to some extent at some of the points of the novel. What is more Billy’s stay also make the reader raises more questions than it would be possible to provide answers to. Who or what are Tralfamadorians? Are they a symbol of an ideal society that is a far cry from the one known and used on Earth? A morality which just like many which preceded it should show us the way?Or maybe the planet exists only in Billy's imagination and is nothing more than a plaint of a mind tormented by regret, a world existing in Billy's reality only? It is difficult to state whether Vonnegut wants to impose the expression that Billy is schizophrenic or whether he tries to convince the reader that the Tralfamadorians really exist. It is essential to notice that Vonnegut does use the word schizophrenia from the very beginning of the novel. â€Å"This is a novel somewhat in the telegraphic schizophrenic manner of tales of the planet Tralfamadore, where the flying saucers come from. † (p. ) Ambiguous as it is this statement still points out to the fact that the author’s intention was to mislead the reader a make him believe that schizophrenia might be the key issue, an element that should not be omitted. What is schizophrenia? According to R. D. Laing schizophrenia can be described as: â€Å"a special strategy that a person invents in order to live an unlivable situation. † This definition contrary to the strictly medical, that is traditional view seems to focus less on the fact that schizophrenia is a serious mental illness and more on the opportunities a split personality provides.According to this definition the fact that one’s personality can be torn apart because of the negative environment is a understandable defensive reaction. Might it be then a coincidence that the Tralfamadorians themselves might be treated as schizophrenic as they all the time neglect any negative implications in life and exclusively focus on the positive m oments. Taking into consideration all the troubles Billy experiences during his lifetime, it seems obvious that Slaughterhouse Five tells a story of a man who can perceive his life as a failure.The protagonist has a negative childhood, marries a woman whom he pities but not love, so he is relieved when he loses her. He experiences much during the war, almost dies in a plane-crash and his children are hard to raise and difficult to love. For those reasons Billy’s life might be described as unlivable. Can one find a better reason to break the identity in half and try to find shelter in the depths of one’s mind? It seems to be a logical consequence for the protagonist. Mental illness perceived as a kind of barrier is also referred to several times in the novel.As an example Rosewater, one of the characters in the novel utters an assumption that life is too heavy a burden to be bearable for some eg. â€Å"Another time Billy heard Rosewater say to the psychiatrist, ‘ I think you guys are going to have to come up with a lot of wonderful new lies, or people just aren't going to want to go on living. ‘† (p. 50) Also one of the descriptions given refers to one of the characteristic feature of schizophrenia – hallucinations – by stating: â€Å" Billy Pilgrim was having a delightful hallucination. He was wearing dry, warm, white sweatsocks, and he was skating on a ballroom floor.Thousands cheered. This wasn't time-travel. It had never happened, never would happen. It was the craziness of a dying young man with his shoes full of snow. † (p. 26) Again the author uses those expressions not without a reason. With a few sentences he reveals the delicate inside of his character, makes him more approachable as if he felt obliged to provide an explanation to his visions of a better life on another planet. Vonnegut makes even a step further by deriving Billy’s illness from the physical consequences of the plane-crash.Apa rt from the fact that Billy was the only person which managed to survive still he suffered from severe brain damages. This might have created the perfect mental environment for creating Tralfamadorians. Another device the author uses in narrating is placing information about novels written by Billy’s favorite author Kilgore Trout. The plot of those novels also influenced Billy’s â€Å"time travels† as one of them, entitled The Big Board (p. 105) tells the story of a couple which have being abducted by aliens and shown in a zoo.It is than possible that Billy might have taken this story as a real one and projected the idea on himself. Vonnegut confirms this belief in chapter nine writing: â€Å"So they were trying to reinvent themselves and their universe. Science fiction was a big help. † (p. 50) Nevertheless the mental state of the main character is in no way clear for some parts of the chapter are narrated as if the protagonist experienced the travel: â €Å"Billy was unconscious for two days after that, and he dreamed of millions of things, some of them true. The true things were time-travel. † (p. 7) It seems obvious that the author deliberately makes the reader confused. This assumption can be proved as the narrator makes a clear distinction between time-travel and plain fantasy. However one can also say that â€Å"Vonnegut seems to supply internal evidence for a psychological explanation of Tralfamadore while at the same time denying that evidence with a contradictory narrative statement. † (Harris 235) It can only imply that reading Slaughterhouse-Five, one can suspect that Vonnegut’s intention is far from being interested in accuracy as far as the subdivision between reality and fiction is concerned.Only by such narration technique Vonnegut was able to allow the protagonist to solve the conflicts which thorn him apart, even if the only way to do it was to split his identity by introducing schizophrenia. Sl aughterhouse-Five is obviously one of the novels that could not be forgotten for it differs to a large extent from other works from this genre. The author, on purpose, neglects all values and norms. What is more no principles of logic can be applied to the plot. Therefore just like the novel is narrated in a completely new way, it needs also to be read differently in order to fully understand it’s unique utterance.BIBLIOGRAPHY: (1)Kurt Vonnegut. Slaughterhouse-Five. Great Britain, Jonathan Cape Ltd 1970 available in PDF version on: http://chomikuj. pl/Angouleme/e-booki/Kurt+Vonnegut+-+Slaughterhouse-Five,58449367. pdf (2)A quote by R. D. Laing found on: http://www. quoteland. com/topic/Madness-Quotes/538/ (3)Charles B. Harris, â€Å"Time, Uncertainty, and Kurt Vonnegut Jr. : A Reading of Slaughterhouse Five,'† Farmington Hills: Gale Group. October, 2001 Can be viewed at: http://infotrac. galegroup. com/galenet? cause=http%3A%2F%2Fgalenet. galegroup. com%2Fservlet%2FDC% 2F%3FfinalAuth%3Dtrue&cont=&sev=temp&type=session&sserv=no

The Impact Of Management On The Globalization Of Business

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Human Imaginations based on Philosophers Essay - 1346 Words

The imagination is a tricky facet of the human mind for the philosopher. Each philosopher seems to have his own definitions of what the senses and the human imagination actually are, and the role that each plays in the development and everyday existence of man. Plato errs on the side of shunning the arts and the imaginative in the Republic. Others like Aristotle and Hobbes are more welcoming, treating the imagination as a facet, or a close relative of the memory. Despite the varying opinions, one plaguing question remains, of what use is the imagination to the philosopher? The human imagination is one of the defining characteristics of being human, with it, man is able to delve further into the human mind, investigate, theorize, and most†¦show more content†¦Aristotle’s implication is that by observing the world around you, you can receive an idea of the real essence of things. The acquisition of theoretical knowledge is therefore a matter of thinking rationally about the implications of this knowledge. Thus physical science is a matter of everyday observation followed by rigorous thinking.The relationship between the senses and the imagination is something that both Plato and Hobbes investigate further. In Plato’s Republic, Plato severely tempers the use of the arts in the creation of a new city. In the Republic, reality is divided into two parts, the visible world and the intelligible world. Human senses grasp the physical world.The intelligible world is one of ideas, a world in which only the highest forms can be found. Plato forsakes the use of art as a tool for furthering and educating the citizenry. He shuns art from the city, saying that art is merely an imitation of an imitation of the highest form that only exists in the intelligible world. Hobbes, in a similar fashion, writes, â€Å"Imagination therefore is nothing but decaying sense; and is found in men, and many other living creatures, as well sleeping, as waking.† Where Plato falls short in acknowledging the importance of the imagination, Hobbes picks up the slack. In comparing and contrasting imagination and memory, Hobbes sheds light on the role thatShow MoreRelatedThe Human Mind As An Element Of Human N ature By Bernard Le Bovier De Fontenelle1468 Words   |  6 PagesCuriosity is implanted in the human mind as it is an element of human nature. The thirst for answers and explanations drive the human mind to reason and deliberate in order to discover an understanding of life itself. It emanates inherently within the brain to solve a puzzle and in return, feel a sense of peace. Philosophers and scientists dedicate their entire lives to solve mysterious questions of the unknown. Throughout the development of distinctive theories, they build on each other to solidifyRead MoreThe Concept Of Imagination, By Giambattista Vico And Thomas Hobbes1714 Words   |  7 PagesThe concept of imagination is classified to be highly significant within the presence of our contemporary generation as it is construed from diverse forms of perspectives. The role of imagination is defined to be imperative within the cognitive spectrum as it allows individuals to understand the functionality of the human mind within the world (Pern 162). Furthermore, the concept of imagination is fundamental within the study of cultural psychology, as well as apprehending the objective behind theRead MoreHow Does Descartes Argue That Mind And Body Are Distinct?986 Words   |  4 Pagesbody are distinct? Is he right? Am I real, or imaginary? 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