Brand Image and Brand Association

Executive summary This marketing research has been carried out to study the importance of brand image and relate it to brand association. Two major hypotheses have been formulated after extensive literature review following already preset objectives.Advertising We will write a custom essay sample on Brand Image and Brand Association specifically for you for only $16.05 $11/page Learn More These hypotheses have been appropriately named H1 and H2, where H1 suggests that there is a correlation between brand image and brand association and H2 is based on the proposal that brand image and brand image influence how customers respond to a product in the market. A proper analysis of figures and facts collected has served to illustrate to prove the above hypotheses true. Introduction The importance of market research cannot be underestimated in today’s competitive business atmosphere. Information collected by the researchers comes in handy in helping the d ecision makers come up with functional strategies to help the business cut a niche in the market. By identifying the customers’ needs, businesses can come up with creative ways to attract the attention of the public to a product that is targeted at addressing this need. In order to serve the purpose of market research, this essay seeks to underscore the value of both brand image and brand association in relation to how products and services are received by the public. To this end, a proper literature review will be provided to study on common trends and influences of branding and specifically brand image and brand association. Accompanying the literature review is a set of primary data collected from the public through questionnaires and analyses of the data collected alongside their interpretation. Finally, limitations of the two aspects of branding-brand image and brand association will be pointed out before recommendations are made. Literature review Brand imaging is by fa r the most important component of marketing that will help a company get its product off its stores and into the houses of the intended customers. According to Aaker (1991), the more a brand appeals to the customers the more they will develop the need to purchase the product.Advertising Looking for essay on business economics? Let's see if we can help you! Get your first paper with 15% OFF Learn More In this way, the brand image adds to the value of the product. The definition of brand image has come to be the subject of debate amongst scholars and researchers in the field of marketing (Dobni Zinkhan, 1990). One of the most renown researchers in the field Kevin Lane Keller defined brand image as â€Å"perceptions about a brand as reflected by the brand associations held in consumer memory† (1993). This definition has been supported by many of his peers including Andrew Mitchell who describes brand image as simply â€Å"all that a consumer can possibly associa te with a particular brand† (1982). Studies have shown that consumers of a particular product when going out to purchase the product seek to also get the image associated with the product. For instance, the various presentations of beer as making an individual tough causes many men to go for the particular drink that promises them the most power. They therefore consume the beer in the hope that it will make them appear tough in the eyes of other people. The best brand images will instantly evoke response from the consumers and will stand out from other brands in the same market (Till, 1998). When conducting an analysis of the brand image for a particular product, the researcher basically seeks to find out the first thing that comes to the mind of consumers when they hear of or see the product. The brand image is complemented by other branding aspects such as packaging, customer service and advertising. While the phrase brand image has come to be well developed to an extent tha t it has come to be regarded as an independent aspect of marketing concepts, there are many scholars who have categorically chosen not to use the words in their works, much as they may be studying concepts very similar to brand image. These professionals totally agree that consumers of particular products generally pick them up based on their physical appearance (Stanton, Etzel, Walker, 1994). This is basically what brand image is though these scholars would not use the word. Though this is just ‘calling a rose by any other name’ in the interest of professionalism, it is only prudent that these variants be given consideration.Advertising We will write a custom essay sample on Brand Image and Brand Association specifically for you for only $16.05 $11/page Learn More Some schools of thought have chosen to focus on the symbolism associated to brands and products. As a result, in place of the words brand image, the scholars involved in this li ne have coined words such as perceived product utility and symbolic utility Some other scholars have chosen to emphasize the human characteristics in the concept of product acceptance and have adopted phrases such as â€Å"the social and psychological nature of products† (Nilson, 1999). A third group that has chosen to disregard the words brand image have instead focused their attention on the meanings that consumers associate to the product. For instance, certain scholars have in the past used complex wordings such as â€Å"the psychological meaning of products† (Alreck, Settle 1999) to describe the concept of brand image. The methods for determining the levels of brand image are not uniformly applicable to particular cases. In the number of years that brand image has been generally accepted as a concept of marketing, various methods and tools have been developed and put into use in the analysis of the structuring of brand images. A lot of studies have been carried o ut to establish various ways of assessing brand images with some groups chosing to measure individual aspects of a brand (Rooney 1995). Other individuals have come up with methods to do a wholesome analysis of the particular brand image. Though studies have been taking place to try and establish a method to qualitatively and quantitatively measure aspects of brand image (Kanwar, Olson, Sims, 1981). Brand association is the amount to which a particular brand is linked to the particular product it describes in the eyes of the consumer. In general brand association is the identity that individuals use to distinguish a product from similar products (Aaker,1991; Stanton et al.,1994). There are a number of ways in which the manufacturers of a given product can help customers develop an association to the product. These include: Benefit to the customer Consumer benefit is the particular requirement that taken care of by a product. For example, skin protection by a sunscreen cream is consi dered its consumer benefit (Fournier, 1995.). The benefit of a product to the customer may be guided by either rationality or emotions. When rationality comes into play in determining the benefit to a consumer, it generally means that the value proposed by the brand is as close as possible to the benefit obtained from the product itself. If psychological and emotional associations are used to determine the value of a product, the benefit that the consumer gets from the product is not directly obtained from the functionality aspects of the particular product (Kassarjian, 1977).Advertising Looking for essay on business economics? Let's see if we can help you! Get your first paper with 15% OFF Learn More For instance, the rational benefit of a car is the fact that it can help move from one place to another conveniently while the emotional benefit would be the prestige of owning a car. Attributes of the product The person in charge of marketing a particular product can choose to generally relate the brand that he is supporting to a particular usage or function (Calderon, Cervera, Molla, 1997). For instance, coffee can be associated with couple out on date in a cosy restaurant, by a fireplace. Consumer/customer Brands can also be associated to particular consumers or users. Marketers of a certain product need to identify the target group before they release it to the public (Quester, Farrelly, 1998). For instance, some products may be associated to individuals who own offices as would be in the case of filing cabinets. Celebrity When a product is associated to an individual who has some credible perception in the eyes of the public, the value associated to it automatically goes up (F inlay, 1996). This is the reasons why we see celebrities being contracted to endorse certain products. For instance, if a popular wrestler endorses an off-road vehicle, the public learn to associate the car to the toughness of the individual. Personality of the product Just like human beings, product can be classified depend on characteristics such as trustworthiness, strength, youthfulness and so on and so forth (Schiffman Kanuk, 1996). Objectives The Objectives of the research were to: To analyze the relation between brand image and brand association To establish the how brand image and brand association influence decisions made by customers in relation to product choice Research Questions What are the distinguishing and uniting factors of brand image and brand association? How are brand image and brand association to the decisions that customers make in relation to choice of products? Hypotheses There is a correlation between brand image and brand association. Brand image a nd brand association are the key determinants of how consumers respond to a given product. Data collection instrument (questionnaire) Quantitative method was used to collect data. This is a method which was developed in the natural sciences to study natural phenomena. It is positivist and objectivist as well as deductive: testing of theory. The questionnaire is one of the main instruments for gathering data using a social survey design. It is completed by the respondent. The questionnaire, which is one of the quantitative survey methods, was used in this research in order to collect the primary data. The reasons for using a questionnaire are that compared with the interview, the questionnaire is cheaper to administer, quicker to administer and convenient for respondents The development of questionnaire passes through three stages; planning stage, design stage and pilot stage. Therefore, the researcher has followed these stages for the questionnaire. In this research, the questionna ire was designed in relation to the literature review: the questions were formulated as closed questions to answer the research questions. The questions considered illustrate the relationship between brand image and brand association. Therefore questions 1 and 2 (as the opening questions) ask what the relationship is between the brand image and brand association, and which type of services they use. Question 3 explores how brand image influences choice of particular products while question 4 measures how decisions regarding the purchase of certain products are determined by brand association. Question 5 illustrates customer preference and how it is influenced by brand image and brand association. Questions 6 and 7 measure the interaction between brand image and brand association, as well as customers’ expectations of a particular brand. Questions 8 and 9 measure customer loyalty to a particular product based on its brand. Question 10 is a demographic question. However, all th e questions have been formulated to measure (directly or indirectly) the customer preference and loyalty in the relation to brand image and brand association. Furthermore, the layout of the questionnaire was designed by using some tactics in order to be clear as well as attractive for respondents. The researcher used the standard likert five point scales in the majority of questions to make it easer to collect the data (Crompton, nda). Some experiments recommend that demographic questions should be at the end of questionnaires because the data is sensitive; therefore the current researcher has considered that in the design of this questionnaire. In addition, ambiguous terms were avoided in the questions, and any long, repetitious, leading or double-barrelled items, and negative questions which could essentially reduce the effectiveness of the project. Content validity of the questionnaire (pilot study) Piloting is not only trying to ensure that survey questions operate well; it also has a role in ensuring that the research instruments as a whole function well. They add that a pilot study allows such a question to be identified. Also, it allows the researcher to determine the adequacy of instructions to respondents completing questionnaires. Moreover, it gives the researcher an idea of the questions: are they well phrased, or do they need modification? In this research, existing questions were utilized especially in the demographic part of the questionnaire. In addition, the questionnaire was pre-tested before redesigning the final questionnaire. Therefore, the first draft of the questionnaire was revised by checking that the questions cover the entire main points in the literature review which are related to customer preference and loyalty. The second draft was assessed by 10% of the sample (four people), two of whom are loyal clients of particular products and generally pick them based on brand image and brand association. The individuals were asked to commen t about the layout, content, and language clarity of the questionnaire. They gave some observations about it before the final draft was made. Sampling The size of the sample in this research was 40 respondents, who were selected according to the objectives of the study which are to examine customer preference as influenced by brand image and brand association. Therefore, the sample section had to comprise customers loyal to particular products based on how they were branded. They were selected from outside stores, because and a majority were the consumers of household commodities Data collection methods As mentioned above, a questionnaires was used to obtain data from the study group. The survey method was utilized in the collection of primary data. The questionnaires were distributed by three methods: Face to face Some respondents were met on a one on one basis and requested to fill the questionnaires. The reasons for using this approach was that it was cheap and hastened the proce ss of data collection. This method also allowed respondents to see the questionnaire forms and answer the questions easily. Getting individuals who would fit in the target group was however challenging. Email Most of the data was collected by email; a method that proved to be very effective in this research. The reasons for using this approach were that it was a cheap and quick method for collecting the data. It also allowed respondents to see the questionnaire forms and answer the questions easily. Telephone The third approach used in the collection of primary data was via telephone. This was however only used with a few respondents from the sample group. It was recognized that this is an expensive method of data collection, and it also came with the disadvantage of respondents not being able to see the questions; Its advantage was that was a very quick method of obtaining data and the answers received were also precise. Limitations This research was limited to a sample of 40. The research was carried out within a limited period of time. This study was limited in term of the honesty and thoroughness of the respondents in completing the questionnaires. Managerial implications Seeing that there is a direct correlation between product branding and customer preference and loyalty, it is only imperative that the company establishes strategies to help in enhancing the functions of selling the brand image and capitalizing on brand association. Recommendations The company should concentrate on service quality ensuring that it maintains and enhances the image of the product in the market. In addition to this, the company should concentrate on consumer loyalty by building a strong relationship with them through fulfilling their needs, preferences and expectations. Conclusion In this research, the literature review and the finding of the correlation test show that, there is a significant and moderate positive relationship between three variables in the branding, namel y: brand image, brand association, customer preference and customer loyalty. Reference List Aaker, D.A.,1991. Managing brand equity: Capitalizing on the value of brand name. NewYork: TheFreePress Alreck, P.L. Settle, R.B., 1999. Strategies building consumer brand preference.  Journal of Product and Brand Management. 8(2), pp65-93 Badri, M.A. ,Davis,D.L. Davis,D.F., 1995.Decision support for global marketing strategies: The effect of country of origin on product evaluation. Journal of Product and Brand Management. 4(5), pp87-152 Broniarczyk, S.M. Alba,J.W., 1994.The importance of in brand extension. Journal  of Marketing Research, 22(3), pp123-185 Calderon,H., Cervera,A. Molla, A., 1997. Brand assessment a key element of marketing strategy. Journal of Product and Brand Management, 6 (5), 165-255. Dobni, D., Zinkhan, G. M., 1990. In search of brand image: A foundation analysis  Advances in consumer research, 17 (2): pp110-119. Finlay, K., 1996. Reliable and valid measuremen t of memory content and structure as a function of brand usage pattern. Advances In Consumer Research, 23(1), pp282-288. Fournier, S., 1995. A brand as a character, a partner, and a person: Three perspectives on the question of brand personality. Advances In Consumer Research, 22, pp393-395. Kanwar, R., Olson, J. C., Sims, L. S., 1981. Toward conceptualizing and measuring cognitive structures. Advances In Consumer Research, 8(3), 122-127. Kassarjian, H. H., 1977. Content analysis in consumer research. Journal of Consumer  Research, 4(2), pp8-18. Keller, K. L., 1993. Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing Research, 29(5), pp1-22. Mitchell, A. A.,1982. Models of memory : Implications for measuring knowledge structures. Advances In Consumer Research, 9(4), pp945-951. Nilson,T.H., 1999. Competitive branding. New York: John Wiley Sons Ltd Quester,P. Farrelly,F., 1998. Brand and memory decay effects of sponsorship: The case of the au stralian formula one grand prix. Journal of Product and Brand Management, 7(6), pp235-362. Rooney, J.A., 1995.Branding: A trend for today and tomorrow. Journal of Product and  Brand Management, 4(4), pp65-98. Schiffman, L.G. Kanuk, L., 1996. Consumer behaviour. NewDelhi: Prentice-Hall Of India. Stanton,W., Etzel,I.J., Walker.B.J., 1994. Fundamentals of marketing. New York: McGraw-Hill, Inc. Till, B.D., 1998. Using celebrity endorsers effectively: Lessons from associative learning. Journal of Product and Brand Management, 7(5), pp145-209. This essay on Brand Image and Brand Association was written and submitted by user Harvey Cole to help you with your own studies. You are free to use it for research and reference purposes in order to write your own paper; however, you must cite it accordingly. You can donate your paper here.

Julius Caesar Essays - Cultural Depictions Of Julius Caesar

Julius Caesar Essays - Cultural Depictions Of Julius Caesar Julius Caesar In Shakespeare's Julius Caesar, Decius Brutus and Mark Antony, both Roman Senators, eulogize Julius Caesar, each using a different technique and approach. Brutus, in a somewhat arrogant, to the point, eulogy, attempts to sway the people. He justifies conspiring against Caesar by stating that Caesar's ambition would have hurt Rome. However, in Antony's eulogy, he focuses on Caesar's positive traits, and cunningly disproves Brutus' justification for killing Caesar. The fickle Romans waver between leaders, responding emotionally, rather than intellectually, to the orators. Brutus seeks to explain why he conspired against Caesar. He begins his speech with "Romans, countrymen ...", appealing to their consciousness as citizens of Rome, who, he later says, will benefit as freeman with Caesar's death. This shows that Brutus knows how to lure the crowd, appealing to their better judgement as Romans. He declares that he is an honorable man, and tells them that he will let them judge the validity of his claims. That is, he will allow the truth to speak for itself. This encourages the crowd to believe him, as an honorable man. He says that he wants them to know the facts; "Censure me in your wisdom, and awake your senses that you may the better judge." Sharing information with the people is flattering and it almost guarantees acceptance. He gets their sympathy by saying that he loved Caesar, daring the people to find anyone who loved Caesar more. Brutus declares that he never wronged Caesar, that he cried for Caesar's love, was happy for his greatness, honore d him for his courage, but had to kill him because of Caesar's ambition. He says that the reason for killing Caesar was his great love for Rome. He justifies his actions by saying that he loved Caesar but, "Not that I loved Caesar less, but that I loved Rome more." He then asks rhetorically if the people would want to live their lives as slaves under Caesar's rule or would they prefer to live as freemen with Caesar dead. To anyone insulted by his speech he wonders if, as Romans who love their freedom, they could be offended or reject what he, Brutus, says. He poses the question, "Who is here so base that would be a bondman?" He stresses the point, repeating the line, "If any, speak, for him have I offended." "I pause for a reply.", allows them to respond to his rhetorical questions, giving them an even greater sense that he cares about them and their opinions. They can only respond, " None, Brutus, none." That is, none are offended, they do not disagree or argue with his words or his actions. Mark Antony's eulogy utilizes a different approach. He starts out by addressing the crowd as "Friends" because he wants to come to them as a friend rather than a ruler trying to gain power. He then says, "I come to bury Caesar, not to praise him.", thus he can ease in praises of Caesar without the crowd stopping him. He sounds very sincere when he says, "The noble Brutus hath told you Caesar was ambitious.... For Brutus is an honorable man." He repeats that statement three more times becoming increasingly sarcastic, saying finally, "Yet Brutus says he was ambitious, and sure he was an honorable man." Since the people responded positively to Brutus' speech, Antony could not insult Brutus' honesty in a direct manner. Yet, Antony disproves Caesar's ambition with three examples. One is when he gave the ransom of captives to the public treasury and not his own, another when he cried with the poor people, and finally when he refused the kingship that Antony offered him, three times. Anyon e who was ambitious would never have done any such things. Antony says, "I speak not to disprove what Brutus spoke." , but that is exactly what he does. Antony is using a dramatic effect on the people, first by entering on the stage with the body of Caesar, and at the end stating that his heart is still with the body of Caesar, ending his speech weeping. In justifying Caesar and disproving Brutus, the people see Antony as a potential successor to Caesar. They are swayed to him by his dramatics,

Management principles Essay Example | Topics and Well Written Essays - 1250 words

Management principles - Essay Example Our company will strive hard to develop itself as a foremost local fast food brand in the market. We plan to offer the most enchanting services to our customers when they visit our outlet or surf through our website. What we endeavor to deliver, is satisfaction and quality, so that we can establish mutual trust with our customers. Paramount Fast Food Services will sell quality products such as fries, hamburgers, pizzas, hot dogs, sandwiches, ice creams and soft drinks. At our restaurant, customers will enjoy the proactive support of our people. The restaurant will be designed in a manner to deliver the most relaxed atmosphere to customers. Paramount Fast Food Services restaurant will range from 80 – 100 meter square and will seat from  35-40 guests. The restaurant will remain open all through the week from 8 in the morning to midnight. We will set up the most comfortable furniture in the restaurant along with the installation of air conditioners and heaters. We will also ensure that our brochures and posters are well distributed in all the parts of the city in order to reach out to our customers. Our restaurant will be adorned with the posters and photographs that highlight our products. In addition to that, we will also be installing a television at the restaurant so that customers can enjoy the foo d while watching their favourite soccer or cricket match. We will be making special arrangements for the children by allocating a separate play area for them where they can enjoy a variety of games. Thus, the atmosphere will be such that gratifies all our customers. Moreover, take away system is also an essential part of our restaurant and it will be one of our priorities to ensure smooth progress of it. Our restaurant will be located in the heart of London near the Oval Cricket Stadium. This location is quite popular in London as people of all ages often come to watch matches during the cricket season. This area is also populated with

Role of Banks in Real Estate Financing in Saudi Arabia Research Paper

Role of Banks in Real Estate Financing in Saudi Arabia - Research Paper Example The real estate boom in the Kingdom of Saudi Arabia has attracted banks to fund the projects in this sector. Banks financing real estate create a win-win scenario for the owners as well as the banks. There are other financiers in real estate including the Saudi Arabia Government. The terms and conditions for the banks and other real estate financiers vary depending on the project and location. Banks have been playing an important role in financing real estate sector in Saudi Arabia increasing the current boom in the sector, lending banks and the real estate owners profit from this arrangement which may be affected by economic and political factors bringing up some challenges which can adversely affect the profitability to the two partners. The real Estate Sector The real estate sector is one of the fastest growing in the world if not the fastest. It is the only sector in the world that has defied the norm currently. Despite recession and economic slow down in most of the countries in the world, the real estate sector continues to grow at a remarkable pace. This has led to increased prices for both developed properties and undeveloped land. Some of the top hotspot markets for real estate in the world today are: China: The most populous country in the world has been getting high demand for housing. Hong Kong, one of the fastest growing

Performance of Unified Power Quality Conditioner

Performance of Unified Power Quality Conditioner ABSTRACT Power electronics is playing an important role in transmission and utilization of electrical power due to its capability of processing electric power in most efficient and cost-effective way. However, the nonlinear characteristics of power electronic devices give rise to two important limitations; they generate harmonics and draw lagging current from the utility. In recent years unified power quality conditioner (UPQC) is being used as a universal active power conditioning device to compensate both harmonics as well as reactive power. UPQC is an advanced version of unified power flow controller (UPFC). The performance of UPQC mainly depends upon how quickly and accurately compensation signals are derived. The UPQC mitigates harmonics and provides reactive power to the power systems network so as to improve the power factor close to unity. The UPQC is a combination of shunt active and series active power filters connected through a dc bus. The shunt active filter of UPQC acts as a current source for injecting compensating current through a shunt transformer, whereas, the series active filter acts as a voltage source for feeding compensating voltage through a series transformer. The aim of the dissertation work is to study the control strategies of UPQC based on PI controller and fuzzy logic controller in detail. In the case of PI controller, the dc link voltage is sensed at regular intervals and is compared with a reference value. The error signal thus derived is processed in a PI controller. A limit is put on the output of the controller to ensure that the shunt active power filter supplies active power of the load through the series active power filter. The fuzzy logic controller is basically nonlinear and adaptive in nature. This gives a robust performance in the cases where the effects of parameter variation of controller are also taken into consideration. It is a well established fact that the fuzzy logic controller yields results that are superior to those obtained as compare to those obtained through conventional controllers such as PI and PID because of the fact that it is based on linguistic variable set theory and does not require a mathematical model. Generally, the input variables are error and rate of change of error. If the error if coarse, the fuzzy controller provide coarse tuning to the output variable and if the error is fine it provides fine tuning of the output variable. The present thesis investigates PI controller and fuzzy logic controller as concerned to UPQC application for power quality improvement. The UPQC is studied and its advantages over conventional APFs and UPFC are discussed in detail. The relevant mathematical models and equations to explain the working of UPFC are derived for both the cases (PI controller and fuzzy logic controller).The relevant simulations are carried out using MATLAB/Simulink. The result obtained reveals that the fuzzy logic controller gives better dynamic performance than the PI controller for power quality improvement. Chapter 1 INTRODUCTION 1.1 Theory The electrical power system consisting of generation, transmission and distribution system are based on alternative voltage and currents. When linear load consisting of inductances, capacitances and resistances are connected to the power system the sine wave is preserved and the system components are said to be linear. Traditionally, linear loads consume major part of electrical power. However situation has changed now as more and more electrical power are being developed using power electronic devices due to their energy efficiency and control. Power electronic devices possess inherent non linear characteristics. The nonlinear characteristics of this devices results in two important limitations, drawing of large reactive volt-amperes and injection of harmonics into the utility. Large reactive volt-amperes drawn from the utility leads to increase voltage drops at various buses. The harmonics increase the losses in transformers, generators, motors, capacitors, conductors, etc. some of the control devices interfaced with the utility starts malfunctioning due to excessive harmonic currents. As the non linear load consists of the major portion of the total load for the last two three decades, reactive power compensation and harmonic filtering have received a great deal of attention. To restrict the consumers against excessive loading VARs and harmonics, stricter standards has been laid down by the utilities. Most popular among them is standard 519-1992 [1]. Static VAR compensators using thyristor switched capacitors (TSC) and thyristor control inductors (TCI) [2], [3] have been traditionally used for reactive power compensation. As the VAR generated in these schemes are directly proportional to the energy storage capability of capacitors and inductors, there is considerable increase in the size of these elements when the VARs to be compensated are large. Moreover TSC and TCI produce additional current harmonics. Therefore shunt passive filters require filtering them out. Active power filter (APF) using voltage or current source inverter can be used for reactive power compensation and harmonic filtering together. The major advantage of using voltage source or current source inverter is that the size of the energy storing element is drastically reduced as compare to TSC or TCI. The shunt APF is the most commonly used APF. The power circuit of shunt APF is shown in Fig. 1.1. In shunt APF, a reactive volt ampere calculation estimates the real component of the load current, Ipland then determines the resistive component of the load current by subtracting Ipl from IL(Iql= IL-Ipl). If nonlinearity present in the load current, it is present in Iql as well. Since compensation current Icomp is made to follow Iql, load harmonics also get eliminated. Apart from shunt APF various other APF topologies such as series active filter, hybrid series active filter and power line conditioner have been proposed in the literature. The series active filter as shown in Fig. 1.2 is connected in series with supply mains using a matching transformer. Its limitation is that the presence of active impedance in series with source produces voltage harmonics. IL = Ipl +Iql Source Icomp = Iql Source Source side Series transformer Load side Shunt transformer DC Link Capacitor Converter 1 converter 2 Using combine series APF and shunt APF unified power flow controller (UPFC) realized, which performs active power compensation, reactive power compensation and phase angle regulation. UPFC believed to be the most complete power conditioning device. But as the time changes, problem also changes. Now days electrical engineers facing problem regarding harmonic compensation, voltage sag and voltage flickering and UPFC is not able to overcome these problems. So a new concept based on UPFC derived called unified power quality conditioner (UPQC) as shown in Fig. 1.3, which performs all the basic functions of UPFC in addition it also compensate for current /voltage harmonics with constant voltage maintenance at load terminals. 1.2 Unified Power Quality Conditioner The UPQC is the most versatile and complex of the FACTS devices, combining the features of the STATCOM and the SSSC. The UPQC can provide simultaneous control of all basic power system parameters, transmission voltage harmonic compensation, impedance and phase angle. It is recognized as the most sophisticated power flow controller currently, and probably the most expensive one. The basic components of the UPQC are two voltage source inverters (VSIs) sharing a common dc storage capacitor, and connected to the power system through coupling transformers. One VSI is connected to in shunt to the transmission system via a shunt transformer, while the other one is connected in series through a series transformer. A basic UPQC functional scheme is shown in Fig.1.3. The series inverter is controlled to inject a symmetrical three phase voltage system of controllable magnitude and phase angle in series with the line to control active and reactive power flows on the transmission line. So, this i nverter will exchange active and reactive power with the line. The reactive power is electronically provided by the series inverter, and the active power is transmitted to the dc terminals. The shunt inverter is operated in such a way as to demand this dc terminal power (positive or negative) from the line keeping the voltage across the storage capacitor Vdc constant. So, the net real power absorbed from the line by the UPQC is equal only to the losses of the inverters and their transformers. The remaining capacity of the shunt inverter can be used to exchange reactive power with the line so to provide a voltage regulation at the connection point [8]-[11]. A conventional UPQC topology is comprised of the integration of two active power filters connected back to back to a common dc link bus. A simple block diagram of a typical UPQC is shown in Fig. 1.4. The first active filter connected in series through an injection transformer is commonly termed as series filters (SF). It acts as a controlled voltage generator. It has capability of voltage imbalance compensation, voltage regulation and harmonic compensation at the utility-consumer PCC. In addition to this, it provides harmonic isolation between a sub-transmission system and a distribution system. A UPQC consists of combination of shunt active filter and series active filter with a common dc link as shown in Fig. 1.4. The dc link capacitor allows the active power generated by the shunt active filter and active power drawn by the series filter to be same. Further dc link capacitor increases or decreases with respect to rated voltage which depends upon power generated and absorbed by both active filter can be choosen independently which gives flexibility to the power outlet. The performance of these active filters is based on three basic design criteria. They are: Design of power inverter (semiconductor switches, inductances, capacitors, dc voltage); PWM control method (hysteresis, triangular carrier, periodical sampling); Method used to obtain the current reference or the control strategy used to generate the reference template. Both series voltage control and shunt current control involve use of voltage source converters. Both these inverters each consisting of six IGBTs with anti parallel diode connected with each IGBT are operated in current control mode employing PWM control technique. Capacitor is used as an interface between the two back to back connected inverters and the voltage across it acts as the dc voltage source driving the inverters The two VSIs can work independently of each other by separating the dc side. So in that case, the shunt inverter is operating as a STATCOM that generates or absorbs reactive power to regulate the voltage magnitude at the connection point. Instead, the series inverter is operating as SSSC that generates or absorbs reactive power to regulate the current flow, and hence the power flows on the transmission line. The UPQC has many possible operating modes. In particular, the shunt inverter is operating in such a way to inject a controllable current into the transmission line. The shunt inverter can be controlled in two different modes: (1) VAR Control Mode:The reference input is an inductive or capacitive VAR request. The shunt inverter control translates the VAR reference into a corresponding shunt current request and adjusts gating of the inverter to establish the desired current. For this mode of control a feedback signal representing the dc bus voltage, Vdc, is also required. (2)Automatic Voltage Control Mode:The shunt inverter reactive current is automatically regulated to maintain the transmission line voltage at the point of connection to a reference value.. The series inverter controls the magnitude and angle of the voltage injected in series with the line to influence the power flow on the line. The actual value of the injected voltage can be obtained in several ways: Direct Voltage Injection Mode:The reference inputs are directly the magnitude and phase angle of the series voltage. Phase Angle Shifter Emulation mode: The reference input is phase displacement between the sending end voltage and the receiving end voltage. Line Impedance Emulation mode: The reference input is an impedance value to insert in series with the line impedance. Automatic Power Flow Control Mode:The reference inputs are values of active and reactive power to maintain the transmission line despite system changes. A UPQC control strategy should preferably have following attributes: (1) Shunt converter Reactive power control by shunt current injection Real power regulation through dc link capacitor DC capacitor voltage regulation Harmonic compensation (2) Series converter Real reactive power control by series voltage injection Voltage control Phase angle regulation Power factor correction 1.3 Characteristics of UPQC Basic characteristics of UPQC are same as UPFC but UPQC in addition, performs active filtering. The operation of UPQC from the standpoint of conventional power transmission based on reactive shunt compensation, series compensation and phase angle regulation, the UPQC fulfill these functions there by meet multiple control objectives by adding injected voltage with appropriate magnitude and phase angle to the terminal voltage. Using phasor representation, basic UPQC control functions explained: (1)Terminal Voltage Regulation The change in voltage shown in Fig.1.5 is injected in phase or anti phase. UPQC with its series voltage control detects and calculates the required terminal voltage vo to be injected in series with the line to compensate both the dip and swell in the supply voltage. vo + vo vo (2) Series Capacitive Compensation Here, vpq = vc where vcis injected capacitive voltage in quadrature to the line current functionally it is similar to series capacitive and inductive line compensation attained by SSSC as shown in Fig. 1.6. Series inverter in combination with the insertion transformer produces the series injected voltage as calculated to mitigate the effects of the fluctuations of supply voltage by drawing the required power from the dc link. vc vo vo + vc Fig. 1.6 Series capacitive compensation (3) Transmission Angle Regulation Here, vpq = v (ÃŽ ´) is injected with an angular relationship with respect to the voltage that achieves desire phase shift without any change in the magnitude as shown in Fig. 1.7. At any given transmission angle ÃŽ ´, the transmitted real power demand P and reactive power demand at transmission line sending end Qs and receiving end Qr can be freely controlled by UPQC Vc vd ÃŽ ´ vo vo + vÃŽ ´ (4) Multifunction Power Flow Control This property is executed by simultaneous terminal voltage regulation, series capacitive line compensation and phase shifting as shown in Fig.1.8. This function makes UPQC unique device that performs all power quality improvement functions. vc ΔvvÃŽ ´ vpq vo + ÃŽ ´v + vc + vÃŽ ´ (e) Active Filtering The compensating shunt currents generated contain harmonic content of the load current but with opposite polarity such that when they are injected at the point of common coupling the harmonic content of supply current is effectively reduced. As discussed earlier in this chapter. 1.4 Aim of Work This work deals with UPQC, which aims at the integration of series-active and shunt-active power filters. Fig. 1.3 shows the basic system configuration of such a UPQC. In this system, the power supply is assumed to be a three-phase, three-wire system. The two active power filters are composed of two 3-leg voltage source (VSI). The main purpose of the series-APF is harmonic isolation between a sub transmission system and a distribution system. In addition, the series-APF has the capability of voltage imbalance compensation as well as voltage regulation and harmonic compensation at the utility-consumer point of common coupling (PCC). Atthe same time, the main purpose of the shunt- APF is to absorb current harmonics, compensate for active power and reactive power injected by the load. Also, the voltage of the DC link capacitor is controlled to a desired value by the shunt-APF. The aim of the dissertation is to design different control strategies for (UPQC), which is one of the major custom power solutions capable of mitigating the effect of supply voltage sag, swell, flicker and spikes at the load end or at the Point of Common Coupling (PCC). It also prevents load current harmonics from entering the utility and corrects the input power factor of the load. Further, the main aim of the dissertation is to implement a control strategy for UPQC, modeling of UPQC using simulink and to analyze the control strategy to use the series voltage injection and shunt current injection for UPQC control The control strategies used here are based on PI controller, fuzzy controller. The relative performance of the two controls is also studied. The present work discusses the compensation principle and different control strategies (PI, Fuzzy) of the UPQC in detail [12]-[15]. The control strategies are modeled using MATLAB/Simulink. The performance of UPQC is examined by considering, a diode rectifier feeding an RL load (non linear load) that acts as a source of harmonics, to the system of concern. The performance is also observed by switching the extra RL load. The simulation results are listed in comparison of different control strategies and for the verification of result [16]-[18]. 1.5 Organization of the Report The report of the work done is organized as follows: Chapter 2 gives brief overview of control strategy of UPQC. In this chapter introduction to dq theory, compensation strategy, basic control function and modeling of UPQC using PI controller discussed with results. Chapter 3 discusses about fuzzy logic controller and implementation in UPQC. Membership functions, rule base table and surface viewer also discussed in this chapter. Chapter 4 gives comparison studied between fuzzy logic controller and PI controller. Simulation results of both are discussed in detail with the help of table and graphs. The last chapter 5 presents important conclusions and future work. Adequate references provided at the end of the chapter. Chapter 2 CONTROL STRATAGEY FOR UNIFIED POWER QUALITY CONDITIONER 2.1 Introduction Control strategy plays vital role in overall performance of power conditioner. Control strategy includes features like rapid detection of harmonic signals by maintaining higher accuracy, fast processing, and faster dynamic response of the controller. The control strategy can be realized using discrete analog and digital devices or advanced programmable devices, such as single chip micro computers, DSPs etc[10]. The control strategy determined by the appropriate switching pattern or signal obtained by compensating gate signal compared obtained by comparing with its reference value. Since derivation of reference signal plays an important role in control strategy, many theories and techniques were proposed in recent years. There are number of control strategies were proposed among them dq method is used in the present work and discussed below: 2.2 dq Transformation It is established that the active filter flows from leading voltage to lagging voltage and reactive power flows from higher voltage to lower voltage. Therefore both active and reactive power can be controlled by controlling the phase and the magnitude of the fundamental component of the converter voltage with respect to line voltage. dq theory provides an independent control of active reactive power by controlling phase and the magnitude of the fundamental component with respect to converter voltage According to the dq control theory three-phase line voltages and line currents are converted in to its equivalent two-phase system called stationary reference frame. These quantities further transformed into reference frame called synchronous reference frame. In synchronous reference frame, the components of current corresponding to active and reactive power are controlled in an independent manner. This three-phase dq transformation and dq to three-phase transformation are discussed in detail in this chapter. The outer loop controls the dc bus voltage and the inner loop controls the line currents. The instantaneous real power at any point on line can be defined by: p =vRIR + vBIb + vCIc (2.1) And we can define instantaneous reactive voltage conceptually as a part of three phase voltage set that could be eliminated at any instant without altering p. Reference frame theory based d-q model of shunt active filter is presented in this section. While dealing with instantaneous voltages and currents in three phase circuits mathematically, it is adequate to express their quantities as the instantaneous space vectors [10]. Vector representation of instantaneous three phase quantities R, Y and B which are displaced by an angle 2Ï€/3 from each other is shown in Fig.2.1 [17]. ÃŽ ² B 90o R ÃŽ ± 120o Y The instantaneous current and voltage space vectors are expressed in terms of instantaneous voltages and currents as: v= [vRvYvB] I = [IR IY IB] (2.2) Instantaneous voltages and currents on the RYB co ordinates can be transformed into the quadrature ÃŽ ±, ÃŽ ² coordinates by Clarke Transformation as follows: vÃŽ ±vÃŽ ²v0.=TvRvYvB. (2.3) IÃŽ ±IÃŽ ²I0.=TIRIYIB. (2.4) Where Transformation matrix T=2/31-1/2-1/203/2-3/21/21/21/2 (2.5) Since in a balanced three-phase three-wire system neutral current is zero, the zero sequence current does not exist and zero sequence current can also be eliminated using star delta transformer. These voltages in ÃŽ ±-ÃŽ ² reference frame can further be transformed into rotating d- q reference frame as Fig. 2.2. ÃŽ ² d Y R ÃŽ ± ω B q T1=cosωr-sinωrsinωrcosωr (2.7) Where ωr is the angular velocity of the d- q reference frame as shown in Fig. 2.2. The current components in the d- q reference frame can be similarly obtained using the ÃŽ ±-ÃŽ ² to d-q transformation matrix T1. The unit vector required for this transformation is generated using the grid voltage 2.3 Compensation Strategy vc iL ic VL vs As shown in Fig. 2.3,vs is the supply voltage. vc, Ic are the series compensation voltage, shunt compensation current and vL, iL are the load voltage and current respectively. The source voltage may contain negative, zero as well as harmonic components. The per phase voltage of the system can be expressed as: va=v1pm+sinωtsinÃŽ ¸+valn+k=2∞Vaksin kωt + ÃŽ ¸ka (2.8) Where v1pa is the fundamental frequency positive sequence components, v1naand v10a are negative and zero sequence components respectively. The last term of equation represents the harmonic content in the voltage. In order for the load voltage to be perfectly sinusoidal and balanced, the series filter should produce a voltage of: vah=v1an+v10a+ k=2∞vka sin kωt + ÃŽ ¸ka 2.9 In the latter section, it will be shown how the series-APF can be designed to operate as a controlled voltage source whose output voltage would be automatically controlled according to the above equation. The functions of the shunt active filter is to provide compensation of the load harmonic current, load reactive power demand and also to maintain dc link current constant. To provide load reactive power demand and compensation of the load harmonic and negative sequence currents, the shunt-APF acts as a controlled current source and its output components should include harmonic, reactive and negative-sequence components in order to compensate these quantities in the load current [6]. The per phase load current of shunt active filter is expressed as: Ial=I1pmcos ωt ÃŽ ¸1 + Taln+k=2∞Ialk (2.10) =I1pmcosωt cosÃŽ ¸1 + I1pmsin ωt sin ÃŽ ¸1 k=2∞Ialk (2.11) In order to compensate harmonic current and reactive power demand the shunt active filter should produce a current of: Iah=I1pm+sin ωt sin ÃŽ ¸1 +Ialn+k=2∞Iak (2.12) Then the harmonic, reactive and negative-sequence current will not flow into power source. Hence, the current from the source terminal will be: Ias=Ial-Iah=Ipmcos ωt ÃŽ ¸1 + Taln+k=2∞Ialk (2.13) This is a perfect harmonic free sinusoidal current in phase with voltage. 2.4 Basic Control Function It is evident from above discussion that UPQC should separate out the fundamental frequency positive sequence components first from the other components. Then it is required to control both series and shunt active filter to give output as shown in equations (2.9) and (2.18) respectively. The control strategy uses a PLL based unit vector template for extraction of reference signal from the distorted input supply. The block diagram of extraction of unit vector template is as given in Fig. 2.4. vm va,vb,vc vLa,vLb,vLc The input source voltage at point of common coupling contains fundamental and distorted component. To get unit vector templates of voltage, the input voltage is sensed and multiplied by gain equal to 1/vm, where vm is peak amplitude of fundamental input voltage. These unit vector templates are then passed through a PLL for synchronization of signals. The unit vector templates for different phases are obtained as follows: va=sin ωt vb=sin (ωt-1200) (2.14) vc=sin (ωt+1200) 2.5 Shunt Converter Control The unit vector template of voltage is used to generate the reference signal for shunt APF. The control block diagram of shunt active filter is given in Fig. 2.5. As indicated earlier, the shunt APF compensates current harmonics in addition to maintaining the dc link current at a constant level. To achieve this, dc link current of the UPQC is compared with a constant reference current of magnitude equal to peak of harmonic current [10.]. The error between measured dc link current and reference current is processed in a PI controller. Gatting Signals Ia Ib I vavbvc Iar Ibr Icr dc link Pdc Ploss Idc ref The output of PI controller is added to real power loss component to derive reference source current given as: vÃŽ ±vÃŽ ² = 1/2 -1/2-1/203/2 -3/2 vavbvc (2.15) IÃŽ ±IÃŽ ² =1/2 -1/2-1/203/2 -3/2IaIbIc (2.16) pt=vÃŽ ±tIÃŽ ±t+vÃŽ ²tIÃŽ ²t qt=-vÃŽ ²tIÃŽ ±t+vÃŽ ±tIÃŽ ²t (2.17) In matrix form it is given as: pq = vÃŽ ±vÃŽ ²-vÃŽ ²vÃŽ ± IÃŽ ±IÃŽ ² (2.18) From equation 2.18 the values of p and q can be expressed in terms of dc components plus the ac components as follows: p=p+p q=q+q (2.19) Where p is the dc component of the instantaneous power p, and is related to the fundamental active current. p is the ac component of the imaginary power p, and is related to the harmonic current caused by the ac component of the instantaneous real power q is the dc component of the imaginary instantaneous power q, and is related to the reactive power generated by the fundamental components of voltage and current qis the ac component of the instantaneous imaginary power q, and is related to the harmonic current caused by the ac component of instantaneous reactive power. To compute harmonic free unity power factor, three-phase currents, compensating powers pc and qc are selected as: pc = pldc + ploss (2.20) qc = 0 Where, plossis the instantaneous active power corresponding to the switching loss and resistive loss of UPQC. The total instantaneous active power is calculated by adding real power loss due to switching as shown in Fig.2.5. The orthogonal components of the fundamental current are obtained as follows: IÃŽ ±IÃŽ ² = vÃŽ ±vÃŽ ²-vÃŽ ²vÃŽ ± pcqc (2.21) The a-b-c components of fundamental reference current are obtained as follows: i*sai*sbi*sc =2/30-1/31/3-1/31/3IÃŽ ±IÃŽ ² (2.22) The reference currents are then; compared with actual source current in a hystresis controller band to derive the switching signals to shunt inverter. 2.6 Series Converter Control In order for the load voltage to be perfectly sinusoidal and balanced, the series filter should produce a voltage equal to equation (2.9). The reference load voltages are obtained by multiplying the unit vector templates with a constant equal to peak amplitude of fundamental input voltage. The compensation signals for series filter are thus obtained by comparing these reference load voltages with actual source voltage using equation (2.23). v*fa=vsa-vmva v*fa=vsb-vmvb v*fa=vsc-vmvc (2.23) The control of the series-active power filter is given in Fig. 2.6. The series-APF should behave as a controlled voltage source and its output should follow the pattern of voltage given in equation (2.9). This compensating voltage signal can be obtained by comparing the actual load terminal voltage with the desired value. These compensation signals are compared with actual signals at the terminals of series filter and the error is taken to hystresis controller to generate the required gating signal for series filter as shown in Fig. 2.6. vla v v*fa Gatting va signal v*fb vb v*fa vlb vfa vfb vfc Fig. 2.6 Control block diagram of series-APF 2.7 Modeling of UPQC The three-phase system shown in Fig. 2.7 is considered for verifying the performance of UPQC. Three-phase source feeding this system at one end. For the best performance, UPQC is placed at the midpoint of the system as shown in Fig. 2.7. UPQC is placed between two sections B1and B2 of the transmission line. The complete system parameters are given in Table 2.1. The STATCOM model in UPQC is connected in shunt with transmission line using step down transformer. the voltage can be regulated to improve the voltage stability of the power system. Thus the main function of the STATCOM is to regulate key bus voltage magnitude by dynamically absorbing or generating power to the ac transmission line. The SSSC which is connected by series transformer with transmission line generates three-phase voltage of controllable magnitude and phase angle. This voltage injection in series with the transmission line is almost in quadrature with the line current and hence emulates an equivalent inductive or capacitive reactance in series with the transmission line. A small part of this injected voltage is in phase with the transmission line current supplying the required losses in the Inverter Bridge and transformer. Three-phase AC source Rated voltage 11 kV Frequency 50 Hz SC level 200 MVA Base voltage 11 KV X/R 8 Transmission line parameters Resistance of the line 0.01273 ÃŽ ©/km

Sucessful in the World

INDIVIDUAL ESSAY PAPER:   40% DUE DATE:   Midnight Saturday 1st December 2012 (Week 7) WORD LENGTH:   2500 words The paper should be written in an essay style and not like a business report, and is based on a case study of McDonald's restaurants in six countries around the world. Each Student is randomly assigned one of the 6 chapters in Royle and Towers (2002) ‘Labour Relations in the Global Fast – Food Industry’. – This book can be accessed and read electronically via the RMIT Library website) OR   Ã‚  you may access the copies of each of these chapters that are placed here on Blackboard. The particular countries are: the United States, Germany, Netherland, Russia, Singapore and Australia Topic of Individual Essay †¢   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  You are required to read and analyse your assigned topic in your study time, and also to research further the topic from other sources. †¢   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  The questions you are to answer in essay form for your allocated country are : â€Å"1. What are the main elements (parties, laws, processes) of the industrial relations system of your allocated country? 2. Arising from these elements, what challenges exist for the global fast food companies in seeking to have a standard approach to HRM adopted internationally?To answer this consider: a. What elements are compatible with the standard approach to HRM b. What elements work against the adoption of standardised methods of HRM in the fast food industry? Justify your answer. â€Å" CHARACTERISTICS OF A GOOD CASE STUDY A good case analysis has the following qualities: †¢   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  focusing on the major themes of the case; †¢   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  linking the case to the theoretical framework discussed in the text or reading; †¢   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  addressing main issues or illustrating best practices; †¢   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Referencing the work of o thers is critically important Turnitin Used   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Trial the software before your final submission †¢   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Avoid the last minute submission †¢   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Re-submit next day if the first time it did not get through †¢   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Do not contact your lecturer for any Turnitin problems Essay Guidelines 1. Use of consistent referencing style (Harvard system as described in RMIT Reference Guide); 2. a well structured essay contains introduction, body, conclusion and references with minimum headings; 3. and, remember that a 2,500 word limit applies. A 5% deduction in marks is made for each 10% over or under the word limit. A Good Essay 1.Demonstrates that you carefully argue your case and the statements you make are justified with appropriate references; 2. shows that your discussion is grounded in the relevant field of research; 3. refers to cited materials, which are analysed in a critical and re flective manner; 4. and, cite scholarly journal papers, NOT Wikipedia or website materials without adequate academic citation Submission and Feedback †¢   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Essay should be submitted into Turnitin by midnight of the due date. †¢   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Late submissions will be automatically penalised at a rate of 10% of possible mark, per day late.And assignments will not be accepted more than five days late. Extensions are not normally granted. However, in cases of exceptional and genuine hardship (not including inconvenience, poor planning, completing assignments for other courses, or pressure of work) limited extensions MAY be given. Applications should be made in writing to the Course Coordinator, 7 days before the due date for submission, and, where appropriate, a medical certificate should be provided. Such applications will be granted, or refused, in writing.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Feedback from lecturers is included in the marking s heets. †¢   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  All assignments must have a coversheet (blank copy attached) †¢   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  A signed Statement of Authorship (blank copy attached) is also to be given to your lecturer in class †¢   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ask your lecturer if they require a hard-copy submission of the essay or if soft-copy submission to Turnitin is sufficient. †¢   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Requests for special consideration in the assessment of the final examination must be made before the examination takes place (See Student Information Booklet).Marking criteria for individual essay Essays are marked according to two principles: o   Ã‚  First are matters of style: use of bibliographic conventions, style, grammar and spelling, and the organisation of the essay. o   Ã‚  Second are matters of content: amount of work in the essay, quality of arguments, application of theory and background knowledge to compare the pattern of HRM and th e strategies and to evaluate them. Both are important, and the best essays are best on both measures. ____________________________________________________________ ESSAY EVALUATION: A. STYLE: 1. Reference List 2. Grammar and style 3. Structure of essay – Introduction – Organisation – Conclusion: B. CONTENT 4. Extent of research 5. Coherence of argument 6. Comprehension of theoretical principles 7. Application of principles to the proposals 8. Critical analysis is especially important Please keep a secure copy of your work until the final result for the course is given. PAPERS WHICH HAVE NO INTERNAL REFERENCING / NO REFERENCE LIST WILL NOT BE ASSESSED

A comparison of American and Japanese Animation

The origin of the modern day term ‘Animation’ derives from the Latin word   ‘Animatus’, meaning simply ‘ to give life’ yet perhaps the earliest known form of animation, the phenakistoscope, derives it name not from Latin but from a Greek term meaning â€Å"deceiving viewer†.The phenakistoscope, invented in 1833 by the Belgian Joseph Plateau was the forerunner of the more famous (and more commercially available) Zoetrope (Greek: Zoe – life / trope – wheel) invented in 1834 by George Horner,The earliest fully animated cartoon (as they were then more widely known) was produced by a French strip cartoonist Emile Courtet, who, working under the name Emile Cohl used individually drawn images to create the 1908 two – minute long cartoon named Fantasmagorie which subsequently received release in Britain under the title Black and White.The world’s first ‘Cartoon Star’ Felix the Cat â€Å"walked† in to the picture and onto the screen in 1919, the creation of already successful comic strip artist Pat Sullivan, Felix was to both revolutionise cartoon making and introduce manyclichà ©s that are still in effect today. Sullivan utilized all the aspects of the comicstrip such as speech bubbles, ‘idea’ light bulbs and the quite literal use of items such as the humble question mark, in order to bring Felix to life. As Denis Gifford explains:†¦[I]f a question mark could be drawn popping out of Felix’s head, then it could just as easily be plucked physically from the sky and used as a handy hook, especially if a milk bottle stood just out of reach. (The Great Cartoon Stars, a Who’s Who!)While the first cartoon hero may have been a cat, arguably the most famous of all animated stars however, is Mickey Mouse. Featured in â€Å"Steamboat Willie† (1928) the first commercial cartoon film to ever include sound, Mickey Mouse, looks quite different from th e incarnation familiar to the children of todayIndeed, the ever-changing appearance of animated characters, due mainly to increased improvements in technology has undoubtedly led a much more demanding audience.picture from IMDb  Where we were once charmed by the grainy black and white image of a happily whistling mouse, more sophisticated techniques and the introduction of Computer Generated Imagery (CGI) has opened the door to such astonishing animated films as the Disney-Pixar release â€Å"Shrek†, the visually stunning â€Å"FinalFantasy- The Spirits Within† (the first animated feature to ever attempt toproduce photo-realistic CGI humans) and the deservedly Oscarâ„ ¢ winning Miyazaki Hayao creation â€Å"The Spiriting Away of Sen and Chihiro†.Today, animation is everywhere, from televised adverts, children’s shows, video games and cinema, animation is no longer simply an art form, but a cultural icon embraced by almost all and guaranteed to instil a childish air of wonder even in the most jaded and cynical of adult hearts.The application of animation in feature films is by no means a new occurrence – yet the scope of creativity and imagination shown by today’s innovators is undeniably impressive and has also been shown to influence more ‘mainstream’ movie directors such as Quentin Tarantino choosing to add an entire â€Å"Animà ©Ã¢â‚¬  sequence to his movie â€Å"Kill Bill†, to Richard Linklater’s decision to make his version of Philip K Dick’s â€Å"A Scanner Darkly† a wholly animated affair.The kings however of the art could only be considered American Disney Studio and Studio Ghibli of Japan.   The purpose in essence of this essay is to conduct a comparison between these two very different innovators of animatic design.