Malaysian Attitudes Towards Counterfeits Of Luxury Brands

Malaysian Attitudes Towards Counterfeits Of Luxury Brands CHAPTER 1 INTRODUCTION The first counterfeiting emerged in more than forty years ago, and it was only happened on highly priced and prestigious products like textiles, jewelry and accessories (Eisend M. Schuchert-Gà ¼ler, P., 2006). This phenomenon considered insignificant and less attention has been paid to eliminate it. Nowadays, this phenomenon has widespread globally and has become a significant economic issue. According to Eisend M. and Schuchert-Gà ¼ler, P. (2006) European Union has reported a 1000% rising of counterfeiting within six years, rising from 10million in year 1998 to 103million in year 2004. Meanwhile, United stated has reported that seizures of counterfeits have doubled since 2001. Many products have been counterfeited, ranging from CDs, VCDs, software, shirts, designer shoes, wallets, purses, handbags, watches, jewelry, perfume, sun glasses, accessories, apparel, books, pain relievers, auto parts, cameras, TV, toys, food and beverages, tobacco and personal care products also being counterfeit. Most all these products could be categorized under luxury goods which most consumers perceived as symbol of status. Among the counterfeit goods, luxury designer brands have become targets of counterfeit producers. Therefore, counterfeit of luxury goods is increasing in a dramatic growth rate. For counterfeit manufacturers, this market is very lucrative as it is low cost products that are easy to manufacture status symbol and easy to sell with no marketing effort required (Gentry et al., 2006). Counterfeiting has caused negative consequences to the economy. As estimated by The International Anti Counterfeiting has caused at least $200 billion per annum in lost job, taxes and sales. This is also an obstacle to the development of intellectual properties. Therefore, there is a need to look into the issue from different perspectives to prevent it from getting worse. 1.1 Problem Statement Counterfeit market is in growing rate although many countries have implemented anti counterfeiting strategies to curb and eliminate this illegal industry. However, studies were mainly focused on supply side, including discouraging counterfeit through trademark registration, regulatory action and protection strategies to reduce the availability of counterfeits (Wee et al, 1995). Unfortunately, all the efforts exerted seem ineffective as it failed to deter the consumers from purchasing counterfeit goods. By referring to previous studies, people from different country or cultural background seem to have different attitudes towards purchase intention of counterfeits. Therefore, to eradicate the problem, the factors that drive consumers in a specific nation favourable to counterfeit luxury products must be identified (Organization for Economic Cooperation and Development, 2007). Therefore, we must find out why consumer purchase counterfeit? but not where they buy (Wee et al, 1995). By far, there is limited research on consumers attitudes toward counterfeits goods in Malaysia has been published. In fact, Malaysia has been listed on the IIPAs Priority Watch List from year 2003 to 2006. In year 2010, IPPA has suggested to remain Malaysia in the watch List as the counterfeits issues getting worse. In order to regain a good reputation to attract more international investors from luxury goods industry, government are urged to curb the counterfeits problem in Malaysia. Therefore, there is necessary to gain an insight into the main causes of the phenomenon of counterfeits in Malaysia. Particularly, we must understand Malaysian attitudes towards purchase of counterfeits. Undoubtable, counterfeits priced at much cheaper than genuine, as lower production cost and lower quality. Consumers who unwillingly to pay high price for genuine products are enticed to purchase counterfeits. Thus financial motives will be neglected in the investigation. Other antecedent motives of consumers attitudes should be examined as the analysis data may facilitate the marketing activities of genuine luxury brands in determining their effective countermeasures against counterfeiting. Meanwhile, there is critical to identify the underlying mechanism of intent to purchase luxury counterfeits. 1.2 Objectives of the Study This study aims to study the motives influence consumers attitudes towards purchase of luxury counterfeits. Theory of planned behavior was used as basis for theoretical framework development. Therefore relationship between three main factors: attitudes, subjective norms and perceived behavioral control towards purchase intention of counterfeit will be investigated as well. Seven motivations that influence consumers attitudes towards purchase of luxury brands counterfeit have been identified through review on previous studies. Motivation selected including status consumption, integrity, value consciousness, personal gratification, novelty seeking, materialism, brand conscious and product appearance. All these motivations will be investigated to identify the relationship between each of the motivation with the consumers attitudes towards counterfeits of luxury brands and the intention to purchase counterfeits of luxury brands. 1.3 Significance of the Study A review of previous research has indicated a need for further investigation on the determinants of counterfeits purchase intention. As according to Eisend M. and Schuchert-Gà ¼ler, P.(2006), previous studies have failed so far to integrate their results consistently into a more general framework because of lack of profound theory. The study also stated that culture has been seen significantly influence the purchase intention and behavior. Malaysia that consists of three main ethnic groups is expected to give a different result. 1.4 Scope of the Study In this study, definition of counterfeiting is adopted from Eisend M. and Schuchert-Gà ¼ler, P. (2006): Counterfeiting is mean that an original product with a remarkable brand value worth copying already exists on the market. Its characteristics are copied into another product, which is indistinguishable from the original, and is sold at a lower price as if it were the original. Nevertheless consumers are well aware of the difference between the two products. Meanwhile, luxury goods defined as products from four main categories: fashion, perfumes and cosmetics, wines and spirits, watches and jewellery (Jackson, 2000). CHAPTER 2 COUNTERFEIT MARKET Counterfeits were first found in luxury brands because of the high profit margin that provide attractive incentive to the manufacturing of counterfeit luxury brands. According to OECD (2008), a noticeable shift from luxury goods to common consumer goods was reported. Everything could be counterfeited, including household products, food and drinks, electronic devices, tobacco, books, toys, automobile parts, pesticides, cosmetics, tools, clothes and handbags to software and prescription drugs. Despite that other product categories are on the rise, the OECD (2008) has reported that luxury fashion items like accessories, clothing, jewellery and footwear still account for the largest part of counterfeit trade, which is up to 66,2% of all interventions by European Customs. 2.1 Luxury Goods Market As stated by Preiholt, H. Ha ¨gg, C. (2006) development of luxury goods market was believed contributed by three main factors: globalisation that helps more international designers to build up their worldwide reputation; the increase number of luxury conglomerates that are striving towards jewellery, accessories, wine, perfumes and cosmetics as complements to clothing. Last is the relational exchange was believed based on confidence and trust. Luxury goods market is in a dramatic growth rate. Luxury Institute had reported that luxury goods market has grown at a compounded two-digit rate in its 2008 luxury market report in past decade. According to the report, the phenomenon was attributed to three possibilities: wealthy are purchasing more luxuries, there are greater number of wealthy people and the middle and lower classes are purchasing luxury brands. Koehn (2002) stated more people aspiring to own luxuries will purchase luxuries more regularly than those economically affordable. This is due to consumers perceptions that luxury goods are symbol of status regardless of their economic situation (Vickers Renand, 2003). Some buyers are seems to be willing to pay a high price for a high-profile brand. 2.2 Counterfeit luxury brands Counterfeits are goods that similar or identical to genuine brands which like reproduction of trademarked brands (Cordell et al, 1996) but without the authorities of genuine brands owner. Staake et al (2009) defined counterfeit trade as trade in goods that, be it due to their design, trademark, logo, or company name, bear without authorization a reference to a brand, a manufacturer, or any organization that warrants for the quality or standard conformity of the goods in such a way that the counterfeit merchandise could, potentially, be confused with goods that rightfully use this reference. Staake et al (2009) also proposed to make a distinction with regard to consumers perception on counterfeits luxury brands. Research has identified two types of consumption of counterfeits. The first type is consumer that acquired without aware of the intellectual property infringement (deceptive counterfeiting) or unknowingly and unintentionally purchases the counterfeit that closely imitated the genuine brands (Staake et al 2009; Tom et al, 1998). Meanwhile another type is non-deceptive counterfeit, where consumer willingly to purchase the counterfeits (Prendergast et al, 2002; Staake et al 2009). It can also been defined as consumers recognises that the product is not authentic according to specific information cues such as price, purchase location or material used (Gentry et al, 2006). Consumers behaviour is different in these different cases. 2.3 Counterfeit in Malaysia In Malaysia, counterfeits market is active since decade ago. As reported by IIPA in 2006, counterfeiting of fashion, pharmaceuticals, batteries, computer accessories, tobacco, mobile phone batteries, food, electronics, petroleum products and toys was problematic in Malaysia. Among all products, entertainment software has constituted to 91% of the counterfeit trade in year 2004, resulting in a loss of US$74 million for local records and music industry (IIPA, 2005). The research has even reported that Malaysia was appeared as the most infamous optical disc entertainment software producer/ exporter in the world. Therefore Malaysia has remained on the Priority Watch List from year 2003 to 2006. In year 2008 and 2009, Malaysia has been removed from Watch-List but was suggested remain on Watch List in year 2010 as the issue remained problematic. Enforcement action was in declining since the removal of Malaysia from Watch-List. As a consequence, piracy goods like CD and DVD was re-emerged. Again, counterfeits were openly available in night markets that operating in different locations every night. Besides, counterfeits also available in fixed premises locations in Klang Valley, particularly in Bangsar, Sg Wang, Petaling Jaya, and Shah Alam; Perangin Mall in Penang; and Holiday Plaza in Johor Bahru (IIPA, 2010). Malaysian Government has collaborated with original vendor and local media in organising awareness campaign in attempt to make public aware of the severity of purchasing counterfeits. Unfortunately, all these efforts seem ineffective in deter consumers from purchase of counterfeits. Therefore, in order to develop an effective policy, there is a must to look into the problem from different perspective, especially demand side of counterfeit. CHAPTER 3 LITERATURE REVIEW Numbers of study has been conducted to examine the emergence of counterfeit trade, from both supply and demand side. However focus was on the supply dimension; in order to develop appropriate policy to restrain this illegal activity the factors that drive consumer demand for counterfeits should be identified (Kim, H Karpova, E., 2010). 3.1 Counterfeits Demand The dramatic increase of counterfeiting trade is driven by the high demand from consumers. Many consumers knowingly purchase counterfeits. OECD (2007) has grouped the factors that drive consumers towards knowingly demand for counterfeit and pirated goods into three principal categories: first, is the characteristic of product; second the individual consumer, and lastly the institutional environment in which the individual consumer operates. All these factors as listed in Table 1 influencing consumers behaviour towards counterfeit. Among these three categories, consumer characteristics, including consumer financial status and attitudes towards counterfeits, will be the main concern in this study. Besides, many studies have been conducting to evaluate consumers intention and willingness to purchase counterfeit products. Numbers of variables and determinants have been identified in previous research but results were differing for various products and brands, and also in different nation, as per listed in Table 2 which adopted and adapted from Eisend M. and Schuchert-Gà ¼ler, P.(2006) ; Stake, T. et al. (2009). Description Albers-Miller 1999 Survey among 92 US students: selling price enhances willingness to buy a counterfeit above all for those who prefer counterfeits over stolen products; presence of friends who also buy an illicit good enhance willingness to buy, buying alone decreases the willingness to buy; perceived criminal risk has higher influence on buying stolen vs. counterfeit or genuine products. Ang et al. 2001 Survey on 3251 Singaporean consumers: positive correlation between attitude/ purchase intention; negative influence of normative susceptibility, integrity and personal income on attitude towards piracy; positive influence of value consciousness on attitude towards piracy. Bian and Veloutson 2007 Comparison of British and Chinese consumers who admit to have knowingly purchased counterfeit products. Demographic variables have not been found to significantly influence counterfeit demand. In both countries, consumers show a very low opinion on counterfeit products in general, but perceived their average quality as similar compared to non-logo products Bloch et al. 1993 A survey on 200 US adults at mall and flea market: demographic variables did not distinguish between the choice groups; less reliance on durability and brand image has a positive influence on the stated choice to purchase a counterfeit compared to purchasing a designer label or no logo; apart form good value, all evaluation items scored higher for the designer label compared to the counterfeit; self-image is partially significant, indicating that counterfeit consumers are less confident, successful, of lower status and less wealthy. Chang 1998 Comparison of the validity of the theory of reasoned action (TRA) and the theory of planned behavior (TPB) as applied to illegal copying of software. The results suggest that perceived behavioral control is a better predictor of behavioral intention than attitude Cheung and Prendergast 2006 Survey on 1152 adult consumers in Hong Kong, Shanghai Wuhan: middle and high income families, males, white collar workers, people with tertiary education, younger consumers and singles are more likely to be heavy buyers of pirated clothing and accessories. Cordell Wongtada and Kieschnick 1996 An experiment study on 221 business students in an Eastern metropolitan area: attitude towards lawfulness negatively related to willingness to purchase a known counterfeit only for knit shirts; expected performance positive related to willingness to purchase known counterfeit for knit shirts and 35-mm camera; branding and price concession positive related to willingness to purchase a known counterfeit for low investment-at-risk (knit shirts); retailer prestige positive related to willingness to purchase a known counterfeit for high investment-at-risk (camera). Gentry et al. 2001 Qualitative study on 102 international students, predominantly Chinese subculture from Singapore, Malaysia and Indonesia: counterfeits are purchase because of the brands; a a low-grade version with the intent to purchase the authentic product if trial is successful; counterfeits are an acceptable compromise and offer lesser value for lesser cost; counterfeits are purchased because they represent a brand (brand decision), not as a product decision; counterfeits provide novelty and symbolize ones travel experiences for tourist consumers. Hoe et al. 2003 Qualitative study on 20 UK consumes aged under 30: consumers use counterfeits as substitute for desired high value designer brands that help them to create their identities, to transfer the associated cultural meaning, and impress others but only as long as they can deceive the onlooker Jenner and Artun 2005 A survey on 202 German consumers in Turkey: the perceived quality difference between counterfeits and genuine brand reduces purchase intention for all product categories (textiles, leather accessories, CDs, sofrware, watches, perfume) Kwong et al. 2003 A survey on 306 consumers from Hong Kong: attitude towards piracy influence purchase intentions; female have lower purchase intentions, age is negatively related and past experience is positively related to intentions to buy pirated CDs. Parthasarathy and Mittelstaedt 1995 Survey among 205 US students: The willingness to engage in piracy to be strongly affected by the attitudes towards piracy, subjective norms, perceived utility of the software, and the willingness to seek help from others to reduce non-monetary cost. The opinion that the high prices of software are not justified did not appear to affect piracy behavior. Peace et al. 2003 Extension of the theory of reasoned action by a factor of perceived behavioral control as posited by the theory of reasoned action, and punishment certainty/severity. In a survey among 203 students, the model was able to explain 65% of variance in software piracy intention. Penz and Stà ¶ttinger 2005 A survey on 1040 Austrian consumers: attitude towards counterfeiting and self-identity have a positive effect on purchase intentions, particularly at low price levels; normative pressure and perceived behavioral control have a positive impact on purchase intentions at low and high price levels; personality traits influence attitude towards counterfeiting and subjective norm price consciousness has no impact, access to counterfeits has a positive impact on purchase intentions; purchase intentions predict purchase behavior Phau et al. 2001 Survey among 100 consumers in Hong Kong. Those who less often purchase counterfeit clothing are younger, have a lower disposable income, and are less well educated Prendergast et al. 2002 A survey on 200 consumers from Hong Kong: quality and large supply enhances purchase intentions for high spenders compared to low spenders in case of VCDs; quality, material and friends/ family opinion enhance purchase intentions for low spenders compared to high spenders in case of t-shirts; for t-shirts, quality, popularity, ethical and legal issues are more important than for VCDs; overall the importance of criteria do not differ for low and high spenders with price being the most important criteria. Swee et al. 2001 Survey among 3600 Asian consumers who buy counterfeit goods. Counterfeit consumers regard the purchase of fakes as less risky and less unethical, are more value conscious, and have a lower average income compared to those who do not purchase counterfeit articles. Tom et al. 1998 A survey on 435 US consumers: importance of style has a negative influence, importance of price a positive influence on the preference for the counterfeit version of software; importance of brand, function, durability has a negative influence, importance of price a positive influence on the preference for the counterfeit version of t-shirt; importance of durability has a negative influence on the preference counterfeit purses; age and income is negatively related, as is education with the preference for counterfeit versions of a product preference for counterfeit product leads to more positive attitudes towards counterfeiting and greater satisfaction with the price, but less satisfaction with durability and quality. Wang 2005 A survey on 456 students from Taiwan: cost benefit enhance the intention to purchase a pirated DVD/VCD while performance risk, ethical concerns, and social norms decrease it. Wang et al. 2005 A survey on 314 Chinese students: positive influences of attitude towards piracy on purchase intention; negative influence of normative susceptibility, positive influence of value consciousness, novelty seeking and collectivism on attitude towards piracy; buyers have more positive attitudes towards piracy than non-buyers. Wee at al. 1995 A survey on 949 students and working adults in South-East Asia: attitude towards piracy is related to purchase intention for all counterfeit products; brand status, materialism, novelty seeking, and risk-taking have no influence; purpose is related to purchase intentions for counterfeit literature and software; quality is related to purchase intention for all counterfeit products; perceived fashion content is related to purchase intention for counterfeit watches; physical appearance is related to purchase intention for leather wallets/ purses and watches; image and durability have no influence; education is negatively related to purchase intention for all counterfeit products; household income is negatively related to purchase intention for counterfeit leather wallets/ purses. Woolley and Veloutsou 2006 Analysis of purchasing frequencies and underlying antecedents of software piracy among US students. Results indicate that students understanding and knowledge of copyright laws have increased since 1991, but this knowledge has not influenced software piracy rates Source: Adopted and adapted from Eisend M. and Schuchert-Gà ¼ler, P.(2006) ; Stake, T. et al. (2009) 3.2 Theory of Planned behaviour According to the Theory of planned behaviour (Azjen, 1985), an individual behaviour is guided by three kinds of considerations: attitudes toward behaviour, subjective norm and perceive behavioural control. In combination, these three considerations lead to the formation of a behavioural intention. Generally, a person who favourable towards the attitude and subjective norm, and with high level of perceived control, the stronger of his/her intention towards the behaviour. When opportunity arises, people are expected to carry out their intention, thus intention is assumes as the immediate antecedent of behaviour. 3.2.1 Attitude toward purchase intention of Counterfeits As per explained in Theory of Planned Behavior, consumers attitudes will direct influence their purchase intention and finally drive them toward purchase behavior. Past research has examined various motivations that influence the consumer purchase intention of counterfeit, including economic, quality, personality, social and ethical factors (Amatulli, C. Guido, G., 2011; Kim, H. Karpova, E., 2011; Kim, J. E. et al., 2009; Norum, P. S. Cuno, A., 2010; Perez, M. E. et. al, 2010; Phau, I et al., 2010; Phau, I. Teah, M., 2009). a. Status consumption Consumers perceived luxury brands as symbol of status, where they purchase, use and consumed a goods which will display their distinctive status (Eastman et al., 1997). Status consumption has been investigated in many studies in different countries but showing different result (Amatulli, C. Guido, G., 2011; Kim, H. Karpova, E., 2009; Phau, I et al., 2010; Wee C. H. et. al., 1995). Status seeking consumers those with low affordability tend to purchase counterfeits of luxury brands to satisfy their status seeking needs (Phau, I. Teah, M., 2009; Kim, H. Karpova, E., 2009; OECD, 2007). Luxury brands are used to project socioeconomic status, even though it is a counterfeit, consumer are hoping to convey their high society status that associated with genuine brand. Thus, the following hypothesis developed: H1a: Status consumption has a positive influence on consumer attitudes towards counterfeits of luxury brands. b. Integrity Integrity represents individual ethical consideration, self-control, responsibility and honesty that related to lawfulness (Wang et al., 2005). Research has found that consumers that are more lawful-minded possess negative attitudes towards counterfeits and less willing toward purchase of counterfeits (Cordell et al., 1996, Phau, I et al., 2009). This lead to the developed of hypothesis that: H1b: Integrity has a negative influence on consumer attitudes towards counterfeits of luxury brands. c. Value consciousness Consumers would like to purchase a luxury brands that associated with value, prestige and benefits but they might not willing to pay a high price for it (Cordell et al, 1996). Consumers who are value conscious are different from consumers that are price consciousness that only concern for products price. They tend to maximize perceived utility or benefits to be acquired for their money. Consumers perceived that counterfeits have similar quality and function to genuine brands, thus they are more positive towards counterfeits which is much cheaper than genuine brands (Kim, H. Karpova, E., 2011; Phau, I. Teah, M., 2009). Therefore, this study propose that: H1c: Value consciousness has a positive influence on consumers attitudes towards counterfeits of luxury brands. d. Personal Gratification Personal gratification could be defined as the desire for self-accomplishment, social recognition and to enjoy finer things in life (Wang et al., 2005). Hence, consumers possess high personal gratification are conscious on products quality, appearance and trendiness. According to Bloch et al. (1993) counterfeits buyers perceived themselves to be less successful, less confident and low perceived status. Thus those with high personal gratification might have low tendency towards goods of inferior quality (Amatulli, C. Guido, G., 2011; Phau, I. Teah, M., 2009). Thus, this study proposed that: H1d: Personal gratification has a negative influence on consumer attitudes towards counterfeits of luxury brands. e. Novelty Seeking Novelty seeking consumers tend to try new and different brands to satisfy their curiosity (Wang et al, 2005). Counterfeits those in lower price may become their choices (Phau, I. Teah, M., 2009; Wee C. H. et. al., 1995). H1e: Novelty seeking has a positive influence on consumer attitudes towards counterfeits of luxury brands. f. Materialism For consumers with high level of materialism or materialist, they view that happiness come from acquisition of possessions. They consume prefer consume status products than general products (Wong, 1997). As similar to status consumption, for those who would like to gain a special identity from others but without the financial capacity, counterfeits that perceived as lower-priced branded goods will become an alternative (Kim, H. Karpova, E., 2011; Phau, I et al., 2010; Wee C. H. et. al., 1995). Therefore, H1f: Materialism has a positive influence on consumer attitudes towards counterfeits of luxury brands. g. Product Appearance Luxury brands always associate with fashion component thus product attributes play an important role in influencing consumer purchase intention. Consumers are willing to pay for physical attributes without paying for the associate quality (Cordell et al., 2006; Kim, H. Karpova, E., 2009). Physical will be one of the main concerns when consumers purchase a counterfeit (Wee C. H. et. al., 1995). Thus, H1g: Product appearance has positive influence towards purchase intention of counterfeit luxury brands. Most of the previous research has suggest that attitudes toward behavior are more accurate in predicting intention to purchase behaviour. Thus we hypothesize H2: Attitude towards counterfeit is positively influence the purchase intention of counterfeit luxury brands. 3.2.2 Subjective norms towards purchase intention of Counterfeits Subjective norms play an important role in influencing a behavior as people will share information, knowledge and experience with others. Consumer who has friends and family members who favourable in purchased counterfeits may influence them to have a tendency towards counterfeits. Thus, H3: Subjective norm is positively influence the purchase intention of counterfeit luxury brands. 3.3.3 Perceived Behavioural Control Perceived behavioral control reflects past experience, knowledge about products and expected obstacles. Consumers those think that their friends or family do not approve the possession of counterfeit goods may not carry out the behavior. Therefore, H4: Perceived behavioral control is positively influence the purchase intention of counterfeit luxury brands. CHAPTER 4 RESEARCH METHODOLOGY 4.1 Research Design Integration methodology will be utilized to investigate the research topics. Qualitative and quantitative survey will be conducted in two phases. First phase, in depth interview will be conducted as complementarity research to confirm the context for theoretical model. Second stage will be getting the conclusive data through quantitative survey. By far, most of the studies conducted are by quantitative research, limited qualitative research has been identified. Qualitative research is useful in exploring new elements and develops an initial understanding towards studied market (Amatulli, C Guido, G., 2010). 4.2 Phase One: In-depth Interview Integration methodology was used in many research with purpose of exploring viewpoints in early stage of research (McCracken, 1998) or to enhance the descendant quantitative research to be conducted (Greene et al, 1989: 259). Since there is limited research conducted in Malaysia, the main purpose is to gain initial understanding about consumers conceptualization of counterfeit luxury brands and to learn the language they used to describe it. Meanwhile, this research to be conducted to confirm the context for theoretical model developed based on previous studies. All finding hoped to support the motivations and factors that influencing purchase behaviour identified from literature review. 4.2.1 Target Group: In order to obtain the data to cover the whole population, 30 respondents from different age and sex categories will be selected. Selection criteria will be as listed in Table 4. 4.2.2 Questions Design: Research Question Interview Question Question 1: To what extend are the relationship between Malaysian consumers motivation and attitudes toward counterfeits brand? What brands do you consider as luxury brands? Have you ever purchase a counterfeit o

The Villancico

During the late fifteenth century in Spain, King Ferdinand along with other Spanish courts influenced the idea to develop their own idea of music. The Villancico was the product of this movement and became the most influential secular polyphonic style in the Spanish Renaissance. Songs were based on subjects that were talked about throughout Spain and were only composed for aristocracy. These short songs included a refrain and one or more stanzas. Meanwhile, in Italia the counterpoint to this was the Frottola, which was a four part strophic song that is set syllabically with the melody in the upper voice, that include marked rhythms and very simple diatonic harmonies. However, as history progresses new things are invented and soon the madrigal endured the frottola, the madrigal would to be the most important secular style in the sixteenth century Europe, predominantly Italia, and one could argue of the entire Renaissance era and its entirety. During the course of this essay I will be discussing the background of how the madrigal came to be, as well as an introduction to how it slowly rose to the top of the charts in Italia as well as Europe, as well as the madrigal itself explaining its influence in society and to musicians all over Europe, and lastly the composers and what inspired them to grow the movement that would stand strong for years after their departure. To the knowledge of mankind at the moment we are unsure directly of the condition the madrigal had before the invention of the printing press by Johannes Gutenberg; but, though there is missing evidence, there is a very small margin of doubt that the early phases must have some correlation as we are aware of the later ones have done. It is thought that the people responsible for the origination process were, the Troubadours and the Minnesingers, these groups had a very strong influence in popular music during the middle ages. In Florence during the fourteenth century a very unique style of poetry was introduced to the composers that would spark the madrigalists and would produce one of the best composers of the time Francesco Landini to write madrigals. Now a side note, the fourteenth century madrigals are different from the sixteenth century ones. â€Å"Madrigal, in music, secular composition for two or more voices, introduced in Italy in the fourteenth century and revived in a different form during the sixteenth century, at which time it also became popular with English, French, German, and Spanish composers.† (4). For the most of the fifteenth century the music of Italy was sought out by the composing masters in the northern regions of France along with parts of the Netherlands. Late into the fifteenth century the native tradition of music that was very keened to the Italians, whos way of life was soon salvaged by the patronage noblemen in Florence as well as Mantua. As the fifteenth century carries on, Spain begin to see a slight rise in the musical field during the Ferdinand and Isabella campaign – yes the very same who sent Christopher Columbus to find a new way to India – the king and queen wanted the courts to find a new style that would encourage unity and glorify Spain. The product of this is the Villancico, which was the most important polyphonic form for them in the Renaissance time period. The form of this style uses AAB stanza structures like most songs from the middle ages, the melody was always carried by the top voice while the other parts could be either sung or played by instruments. When Italia knew the news of this new form being produced in Spain, they slowly developed a counterpart which is called the Frottola. The frottola was a tune that was used to sing poetry with, with the ending of each line having a cadence of some sort, with the upper voice providing the melody and lower parts the harmonial foundation. The features of this music was very simple and satritical, made for the courtly elite during the late fifteenth and early sixteenth century. According to Fenlon and Haar, â€Å"the publication of Pisano's Musica of 1520 put a stop to the publication of frottola collections without encouraging the rise or development of the madrigal or even the publication of new compositions of this sort†¦ It was only with the appearance of the undated Libro primo de la Fortuna, which Einstein placed about fifteen twentynine, that the first true madrigals reached print. The intervening period was regarded as an ‘artistic pause', a larval stage of undermined length and character.† (6). It was around this time in the sixteenth century that the madrigal made its appearance into the Italian lives, and began to have a long outstanding impact on the composers and music as a whole. â€Å"As a literary type, the madrigal of the sixteenth century is a free imitation of the fourteenth century madrigal. This literary movement was a great stimulus to musical activity. The musicians of the early sixteenth century, at first Netherlands composers working in Italy, cooperated with the poets in order to achieve a new style of artistic refinement and expression.† (2) † A Madrigal, is a form of vocal chamber music that originated in northern Italy during the fourteenth century, declined and all but disappeared in the fifteenth, flourished anew in the sixteenth, and ultimately achieved international status in the late sixteenth and early seventeenth centuries.† (1). Madrigals date back to Italia in the fourteenth century, the madrigals then were based on a poem that was pretty constant of a couple to three stanzas with each having exactly three lines, with about seven to eleven syllables per line. It was most often seen polyphonically (many voice parts) in just two parts, the form that was used reflected musically from the structure of the poem that was used for the piece. The most common madrigals have a form that is AAB with both of the stanzas as the A section being sung to the exact same music as the first, this is then followed by the B section, or the coda, which kinda finishes up the poem. In the early sixteenth century the madrigal owed the style to the lyrics of Petrarch, the poetry at this time was very enjoyed and had an asstounding revival. â€Å"Madrigali de diversi musici: libro primo de la Serena (Rome, fifteen thirty) is the first collection of pieces to bear the title ‘madrigal'. Its eight works by Verdelot, one by the Ferrarese Maistre Jhan and two by each of the Festas are characteristic of the new genre but it contains, like the diverse prints of the fifteen twenties, some lighter pieces and even a few French chansons.† (5). In the very early stages many songs were written in homophonic style (this is a dominant melody, sometimes predominant, with a somewhat subordinate accompaniment) and is typically intended for four voices. One of the most influential composers of the madrigal was Philippe Verdelot, the french international spent most of his time in Italy, he is arguably considered to be called the father of the Italian madrigal even though he is french. However, he is the most prolific and one of the earliest composers of the madrigal in his time, spending most of it in Florence after the city was revived by Medici. In fifteen thirty three or fifteen thirty four, two books of Verdelot madrigals were officially printed in Venice, Italy. These books were soon to be the most popular collections of music at the time. By fifteen forty, Verdelot and Arcadelt were seen as the masters of the madrigal, although there are many other composers of the first generation some include, Francesco Layolle, Corteccia, Domenico Ferrabosco, and Costanzo Festa. Festa was an important figure in the creation of a subcategory of madrigals, the three voice. The possible interest in this three voice madrigal is said to be stimulated by the three voice chansons in Rome around the fifteen twenties to fifteen thirties. His three voice madrigals were printed and reprinted countless times due to popularity for the simple and elegant style. It is difficult to see from Festa's point of view to assess his importance, but nonetheless he was a figure that helped grow popularity for the musical genre. Arcadelt was seen to have followed in the footsteps of Verdelot, the madrigals of Arcadelt were published in five books that had a good diversity of one, three or four voices between the time of fifteen thirty eight to fifteen forty four, and many of his works appear alongside Verdelot in manuscripts. Many of the poetic literature that Arcadelt chose showed a very close relationship to the ballata style and some form of the canzone as well. His madrigals are shown to contain a fairly decent about of counterpoint, within this texture he was able to blend the idea of sound and sense. There is however no proof in any form that shows that Arcadelt or Verdelot lived in Venice, Italy at any point in time. During the middle of the sixteenth century the classical style of Arcadelt was still widely used even though the madrigal genre was very rapidly changing. The rising composer in Venice was Willaert, he soon became the head musical figure ther from fifteen twenty seven until his death in fifteen sixty two. According to the Oxford University Press, â€Å"In several respects this differs from what Verdelot and Arcadelt had done, even from Willaert's own earlier work. Willaert here set the verse of Petrarch in preference to that of that of 16th-century Petrarchists; he favoured the sonnet, dividing it so that a piece in two sections or partes, like a motet, resulted.† (5). The voices that are used in his madrigals are freed as if someone were speaking more so than exact. The pupils of his fairly imitated his style in many ways with questionable success. Due to Willaert's strong impact in the fifteen forties the town of Venice, Italy was the prime center of all madrigal composition in europe. The outer cities were were greatly influenced by the Venetian way of musical culture. In the fifteen fifties, the level of chromaticism began to please the ear of society, again it is said that Willaert and his circle of pupils took the head figure. A composer by the name of Rore became of prime importance to the new innovations that were sweeping the madrigalists. The early madrigals shows that there must be some association with Willaert. The focus on the meaning of poetry led Rore to be able to fluidly run lines together, ending some phrases in the middle of the line, even disregarding some rules here and there. However, a new power emerges in fifteen fifty five as Palestrina and Lassus both finished their first book of madrigals. The figure of Palestrina though could not be deciphered, as he was very commonly opinionated as a follower of Arcadelt, which to many historians seems unfitting and unjust. Although Lassus was strongly associated with Rore and Willaert, his writings were very complex in nature. Palestina on the other hand was seen as a stand out, a conservative of sorts from the experimental side of things. â€Å"The madrigals are as a class appropriately lighter in texture and more flexible in rhythmic motion than the motets, and they make sharper use of contrasts. Yet they share the general lucidity of texture common in his music, and this quality may well have contributed to the popularity of the most famous among them.† (5). This made Palestrina a strong figure as a known madrigalist than people tend to admit. His books show a joy in the popularity of Rome during the time period, and many works are seen to be written for a private devotional setting. Meanwhile in england during the latter sixteenth century there was a greater concentration of madrigal compositions being written. The madrigal is said to be associated with London music printing, which in fifteen eighty eight began under Byrd. In the fifteen nighties, Morley, weelkes and Wilbye began to shine as prolific composers for england. Morley was a young chap that was very keen to Italy was a major role in guiding the english madrigal development. He enlisted more madrigals than anyone else in his time, he set a stylistic normality that was soon followed by other madrigalists in england, this game him a position of quality power along with prestige. Unfortunately for England, the madrigal was short lived after the death or Morley and Queen Elizabeth, once then the madrigal began a decline. This new growing mood struck and action against Petrarchism. The history after the year sixteen hundred merely comes down to the study of minor figures who wrote only a few songs with some success. The period of English madrigals to some composers were seen as more abstracted in tradition. Many of whom seemingly ignored or merely did not understand the madrigal, they style of text or how to treat the words in a harmonic style. â€Å"After the second decade of the 17th century, no work of any lasting reputation was produced, and the style soon fell into neglect. Under the Stuart dynasty polyphonic song lost much of its popularity, and the civil war crushed out all artistic feeling† (3). The madrigal was a popular choice throughout the Renaissance, but like most good things, they come to and end for a period of time before they are drawn out again. The madrigal gave a new enlightenment to the people and the composers that wrote them. Without the madrigal we may not have the style that we use to day when we sing or hear instruments play. It opened doors that were used for many years and gave the opportunity for improvement. The madrigal set norms that may not have been set without it and if they were it would have been many years after and who knows where we would be today without its unique style. Although this style is no longer written today, there are still societies and groups in schools that show a great appreciation to the genre, and form madrigal clubs that only sing them. After the madrigal fell out the opera became the talk of the town and it is believed the reason as to why the madrigal fell short is what seems like only an eighty year span. Work CitedBritannica, The Editors of Encyclopaedia. â€Å"Madrigal.† Encyclopà ¦dia Britannica, Encyclopà ¦dia Britannica, Inc., 19 Nov. 2017, www.britannica.com/art/madrigal-vocal-music. â€Å"The Italian Madrigal of the Renaissance.† The Italian Madrigal of the Renaissance, www.lcsproductions.net/MusicHistory/MusHistRev/Articles/ItMadrglRen.html.†History of the Madrigal.† Music Of Yesterday, musicofyesterday.com/history/history-madrigal/. â€Å"Madrigal.† Edited by Wilfrid Mellers, Madrigal, Colorado University, autocww.colorado.edu/~toldy3/E64ContentFiles/MusicAndTerms/madrigal.htm.†Madrigal.† Grove Music, Oxford University Press, 22 Dec. 2017, www.oxfordmusiconline.com/grovemusic/view/10.1093/gmo/9781561592630.001.0001/omo-9781561592630-e-0000040075#.Fenlon, Lain, and James Haar. â€Å"The Italian Madrigal in the Early Sixteenth Century.† Google Books, Cambridge University Press, books.google.com/books?id=ffA8AAAAIAAJ;printsec=frontcover;dq=madrigal;hl=en;sa=X;ved=0ahUKEwjmn9eM7vvZAhWJ3YMKHU1FBhIQ6AEISDAG#v=onepage;q=madrigal;f=false.

Moral psychology Essay

a. Strengths of the analysis include the idea that talking about ethical issues is important,and that the analysis suggests avenues for improving ethics education. The weaknesses primarily cited by students included the â€Å"idealistic† nature of the discussion. Onecommon theme emerged, which is that frauds and unethical behavior occurred long before formal business school education. Students often cited this fact as anunaddressed weakness in Professor Waddock’s analysis. b. The average level of moral reasoning for the Danish auditors in the study was a p-scoreof 35. 48, which corresponds to a conventional level of moral reasoning. However,about 37 percent of auditors in the study were in the pre-conventional moral reasoninggroup. Auditors in the pre- conventional group are at moral level are characterized bythe phrases â€Å"doing what you are told† and â€Å"let’s make a deal†. Auditors in theconventional group are at a moral level characterized by the phrases â€Å"be considerate,nice, and kind; you’ll make friends†, and â€Å"everyone in society is obligated to and protected by the law†. Only about a third of the sample in the study achieved the post-conventional moral reasoning level, which is characterized by the phrases â€Å"you are obligated by the arrangements that are agreed to by due process procedures† andâ€Å"morality is defined by how rational and impartial people would ideally organizecooperation. † Based on Kohlberg’s categories, this implies that many auditors in thesample will be heavily swayed by client preferences, and that regulatory pressure/compliance threats will be important in affecting auditors’ judgments. c. The arguments in Paper 1 assume that ethics can be taught, and yet the evidence inPaper 2 suggests that many auditors who have received a business school educationare still operating at very low levels of moral reasoning. Therefore, students’expressed concerns about whether ethics can really be taught in formal business schoolsettings. Students’ discussion focused on issues including the quality and extent of exposure to ethics interventions as being important in determining whether they will be effective. Students also commented on overall ethical climates at different auditfirms, and in different cultures (i. e. the Danish sample of auditors provided an avenueto discuss possible cross-cultural differences in ethical norms in a business setting). d. Students completing this project provided many examples of possible dilemmas. Common examples included concerns about client pressure on difficult accountingissues, independence issues, the relationship between tax and audit services, andinterpersonal dynamics (including age and gender issues, and concerns about how tohandle the inappropriate judgments of colleagues). In terms of plans for handling thesituation, any reasonable plan was deemed appropriate for purposes of assigning points. However, plans that incorporated the ethical decision-making frameworksdescribed in the chapter were considered superior. Regarding anticipated outcomes,students expressed concerns about their own welfare (pay, performance, jobsatisfaction, and job retention), and they also discussed the effects on other stakeholders (clients, shareholders, bankers, and society in general).

No Respect for Women in Afghanistan in the Novel A...

Through their bravery and hope, Mariam and Laila demonstrated what little rights women had in Afghanistan, between the 1960s and 2000s. The Taliban army and husbands treated women horribly and showed them absolutely no respect. They were two examples of the many women that were fighting for their rights. They were fed up with the constant beating. They could not stand being treated like dogs anymore. So one day they stood up to their husband and fought back. This is great example of two strong female roles. This books demonstrates the courage and strength some women gained from the harsh treatment. This book might encourage other women to stand up for what they believe in and not just sit around and watch. Mariam and Laila were not going to let people stomp on their faces. They stood up for themselves in hope for freedom. After all that they had fought for, it soon paid off when they killed Rasheed and were finally free from him. A Thousand Splendid Suns takes place in Afghanistan between the 1960s and the early 2000s. Mariam, a young girl, was born in the outskirts of Herat with Nana, her mother. Mariam’s father, Jahil, is a wealthy businessman that has three wives and nine children. Jahil impregnated Nana when she used to housekeep for them. Embarrassed by both Miriam and Nana, he bought them a small kolba in the middle of no where and visits Mariam every thursday. On Miriams fifteenth birthday she request to go see Pinocchio at the cinema with her