Culture and packaging Essay

Packaging is considered to be an integral part of the product and is the first point of contact with the brand for a consumer product. So, most of the companies that do business internationally redesign their packages for each market. The principle reason is that expectations and utilizations of consumers vary across cultures. The world’s two leading industrial powers, U. S. and Japan have almost opposite approaches to packaging. Packaging is recognized as an expression of culture in Japan and designed to be appreciated, whereas in America cultural aspect is largely ignored and packaging is calculated to be accepted. Foods that only Japanese eat have beautiful, traditionally designed wrappings that resemble handmade paper or leaves and accommodate scan able bar codes. Such products look Japanese and are intended to do so. Products that are foreign, such as coffee, look foreign even to the point of having only Roman lettering on the can. We speak of global villages and international markets, but packages reveal some unexpected cultural boundaries. Few examples of such cultural implication of packaging are- Canadians prefer to drink milk out of flexible plastic pouches that fit into reusable plastic holders while Americans are believed to be so resistant to the idea that they have not been given the opportunity to do so, Japanese consumers prefer packages that contain two tennis balls and view the standard U. S. package of three as cheap and undesirable, Germans insist on highly detailed technical specifications on packages of videotapes, while Americans don’t, Swedes consider blue Colour of packaging as masculine whereas Dutch consider it to be feminine and so on. (Eric, J. A. et al. , 2004, p. 298) Culture & Packaging Colour Schmitt and Simpson (1997) states, Colour is one of the many marketing tools that global managers use to create, maintain, and modify brand images in customers’ minds while Schmitt and Pan (1994) discovers, Colour is also an important component of many corporate and brand-building cues, such as logos, packages, and displays. It is a commonality reflecting in the views of both the authors that- Colour is one of the major element which affects consumer perception regarding a brand. The research results show cross-cultural patterns of both similarity and dissimilarity in Colour preferences and Colour meaning associations. Colour used in packaging is equally important in determining a product’s desirability. â€Å"James Mandle, a Colour consultant, changed the Colour of Ty-D-Bol’s toilet bowl cleanser bottle from light and green to stark white letters on a dark background. He believed that the original Colours were â€Å"too wimpy† and that the new, bolder Colours would connote strength and cleanliness. In an 18 month period following the change of Colour, sales of Ty-D-Bol jumped 40% (Lane 1991). † (Thomas, J. M. et al. , 2000, p. 91) Packaging is not about Colour only there are various other factors involved in it. Factors like design shape of the package, text on the package and other factors of the packaging. But it is true that Colour is the most important attribute in terms of attracting the attention of the consumer. Packaging is not only made up of a single Colour but combination of Colours to create a brand image. So preferences in regard to combination of Colours also vary across cultures. Few examples of such combinations are of pairing Colours with green and red. The Colour best paired with green is yellow in Canada, Hong Kong, China, and Taiwan, blue in Columbia, and white in Austria. Only the Chinese and Taiwanese pair green with red as red is a potent Colour in China. In Brazil and the US people pair red with black, whereas in Canada, and China, the preferred combination with red is yellow. ( Mooij and Marieke K. de, 2004) Culture & Packaging Information Packaging not only protects and contains a product but also provide the consumer with loads of information about the product such as its composition, correct use etc. For instance, packaging of foodstuffs and pharmaceuticals provides information regarding the name of the product, manufacturer, country of origin, â€Å"best before† date and expiry date, ingredients and additives or composition of drug along with quantity and price. Since packaging is subject to country-specific legislation so ear of legal action has made many companies in the US and the UK includes all sorts of warnings on label instructions on consumer goods. On bar of Dial soap: â€Å"Directions: Use like regular soap. † On a Sears hairdryer: â€Å"Do not use while sleeping. † On packaging for a Rowenta iron: â€Å"Do not iron clothes on body. † On Nytol sleep aid: â€Å"Warning: May cause drowsiness. † On a child’s Superman costume: â€Å"Wearing of this garment does not enable you to fly. † On Sainsbury’s peanuts: â€Å"Warning: contains nuts. † On Marks & Spencer bread pudding: â€Å"Product will be hot after heating. † On Boot’s child’s cough medicine:† Do not drive a car or operate machinery after taking this medication. † ( Mooij and Marieke K. de, 2004, p. 265) In the present scenario various countries have included packaging waste into hazardous matter to contribute in pollution. This led the government to adopt some policies to restrict the use of non recyclable products as a packaging material where it is not required. These have also posed challenge among business organizations to try and find out recyclable materials and present themselves as a responsible corporate citizen among the stakeholders. This is also one aspect of culture which leads to this kind of environmental concern approach. Culture & Packaging Images/Pictures Imagery is an important element of packaging, as it enhances the accessibility of packaging information. As said by Bolen (1984), visual information in advertisements generally attracted more attention and was noticed before verbal advertising content. While Alesandrini (1982) declared, visual information may serve to attract consumer’s attention and set expectations for the contents of the verbal elements; the visual information thus serving as an â€Å"advance organizer† for the verbal elements of packaging. (Underwood et al. , 2001) Different culture recognizes various symbols differently with different meanings altogether. Picture that is very meaningful for people in one culture as it expresses important values of that culture can be completely meaningless to the people of the other culture. For instance, a box of pineapple cookies sold in Singapore has an image of a lion, as in Singapore lion is considered to be a symbol of royalty. Hence, if the similar box of cookies is launched in UK it won’t be given equivalent importance as in Singapore due to the differences lying in culture. Culture & Packaging Communication Customer or prospect judges the products on the basis of its name as well. Language used on the product package including its brand or product name creates impression among consumers. Consumer interprets the information selectively on the basis of his culture and his own personal factors. Different aspects of marketing communications like corporate identity, brand name, package design, and advertising styles impacts consumer in certain ways. Marketing communications styles are interrelated with personal communication styles. Chinese-speaking consumers tend to judge a brand name based on its visual appeal whereas English speakers judge brand name based on whether the name sounds appealing. In Asia, visual symbolism is a key aspect of a firm’s corporate identity. A comparative study of package design across seven countries found that packages differ both in three-dimensional design and in the way they communicate through graphical design and vary in the use of textual information; use of Colour, shape, and symbolism; and degree of structure and detail in the package design. All the above differences are highly influenced by culture. Even the product category is influenced by the packaging design, for example Deodorant is communicated differently from cigarettes, and that is reflected in its design of the packaging. ( Mooij and Marieke K. de, 2004, p. 213) Why it is important to understand culture & differences in cultures? It is always very important for a marketer to understand the culture of his target market place. Many good products have failed in the market only due to ignorance of socio- cultural aspects. There are underlying components that influence culture such as religion, family, customs, politics, weather, etc, which must be taken into account when marketing products on an international basis. Consequently, it is important for marketers to be aware of the 25% of cultural differences in the world market to promote their product properly. Therefore, it is of great importance to understand similarities and differences in culture which also affects the consumer purchasing behaviours across the cultures. (Weber, J. M. et al. , 2002, p. 396) Tastes and preferences of consumers vary in different part of world. In the European continent itself consumer preferences and taste varies so much that retailers Marks & Spencer had to made different advertising campaigns for each country. Initially Marks & Spencer has a single uniform advertising for the whole of Europe in 2001. Later it recognized its weakness and immediately changed the advertising campaign according to the taste and preference of different parts of European continent at the end of 2001. Toyota’s model ‘Camry† was a huge success in US which it tried to launch in UK market in 2000. It was a huge failure due to difference in the lifestyle and cultural set up of these two countries. Toyota re-launched it later with changes in the model according to the European culture and it was a huge success. Companies have to estimate the strength of their products along with the market they are trying to trap irrespective of their own brand name and value. One of the mistakes by the snacks giant Kellogg’s is Indian market was with its breakfast cereals. Within Indian culture people tend to eat heavy breakfast in the morning. In such market breakfast cereals as a healthier alternative to the heavy Indian breakfast was unattractive offer to the Indians. Later on company improved its communication strategies and compared it with traditional chapattis (Indian breads). Even in that case Kellogg’s could sell to a Westernized niche market only. So it is quite clear from the above examples that thorough understanding of the culture as well as its differences across cultures is very important to survive in today’s competitive environment. There are some other companies which have done very well in understanding various markets on socio-cultural dimensions like Disney, Pizza hut, dominos, Mc-Donald’s and others. Success pf these brands was result of their conscious effort to keep the significance of culture in their minds. These companies went local irrespective of their global operations for each and every market for them. One such example is Mc-Donald’s. The reasons behind success of Mc-Donald’s in foreign markets apart from a strong brand image and consistent service a standard around the world is, its advertising which is local and its product offer has a local touch. Examples are the Kiwi burger in New Zealand; the Maharaja Mac in India; the Prosperity burger in Malaysia; the Teriyaki burger in Japan; the McKorket in the Netherlands; McLaks, a grilled salmon burger, in Norway; and the Croque McDo in France that refers to the popular French â€Å"Croque Monseiur†, a hot ham and cheese sandwich. Advertising by McDonald’s in France tied into local habits and symbols. In 2001, for example, advertising for McDonald in France tied into â€Å"Asterix and Obelisk,† the most famous historical cartoon of the nation. Hence, localization makes it increasingly important for marketing and advertising people to understand the influence of culture. ( Mooij and Marieke K. de, 2004, p. 18) Importance of Colours can not be ignored in the case of international markets. Colours are associated with different cultural beliefs, moods and meanings. Understanding of these aspects of Colour, culture and society helps the organization to develop appropriate strategy. As said by (Kirmani 1997: Schmitt and Pan 1994), one marketing cue that global managers can use regardless of location is Colour. The effects of culture on the meaning associated with Colours are very critical for international marketing purposes. â€Å"Wagner, the creator of the Wagner Colour Research Institute, contends that Colours are associated with certain images (Lane 1991). For example, Blue is associated with wealth, trust, and security: Gray is associated with strength, exclusively, and success: and orange denotes cheapness. These associations may explain why banks are more likely to Colour their logos and collateral using Blue or Gray rather than orange ( Seitel 1993). It is cultural background due to which Colour has a strong effect on choice of a customer. It is important to understand which Colours are preferred by people in different cultures. It will help to create, maintain, or modify brand images in consumers’ minds. The associated with Colours and combination of Colours are important to understand for any marketer. â€Å"Colour combinations are considered culturally bound with certain ideologies and traditions (Geboy 1996). For example, black on red signifies happiness to Chinese people and is commonly used for wedding invitations while a combination of red over white represents celebration and signifies the life force to the Japanese ( Tektronix 1998). (Thomas, J. M. et al. , 2000) After Colour it is cultural beliefs which have impact on the consumer minds. It is important to understand the beliefs related to target product category within the target market place. For instance in India people feel that ancient herbal methods are good choices over the cosmetic options available today. This led various cosmetics company in India to launch their promotional programs comparing their product with traditional methods or showing the products equivalent to the traditional benefits. In these leading brands like Lux, Fair & Lovely and many others are present. Success of a fair and lovely brand due to the fact that Indians believe fairness is beautiful. Vicco turmeric cream is another example which positioned itself as a cream that would be useful for would-be brides to enhance their complexions, as applying turmeric for skin care is a part of the Indian tradition. These types of behaviour which are associated with a specific culture or belief can also be associated with different product categories such as, for instance, the bindi worn in most parts of India. It is important that the brand name selected for such a product category should have an ethnic-sounding name whereas a Western name is prone to be counter-productive. (S Ramesh Kumar, 2003) Another product category is food where the role of mother and grand mother is considered important. This is the reason all spices, traditional quick meals and cooking oil etc contain some or more of the mother’s recipe kind of concept. Not only that change in the societal socio-cultural structure can also be seen as some of the advertisement in India show modern man helping their women in their work as well like washing clothes or taking care of child. There is a strong need to understand and consider the culture which constitutes of the values, beliefs and habits of consumers which show a discrepancy across the nations. The other aspect of the changing cultural environment and upcoming trends are also important to understand.

Judith Beveridge’s Poetry Essay

An inherent tension between nature and the material world is revealed in the imagery of Judith Beveridge’s poetry. Discuss the significance by referring to three poems. Judith Beveridge poetry reveals an inherent tension between nature and the material world. She questions human’s ability to understand and be connected to nature, examines human’s destructive power over nature and demonstrates the changing nature of the world from natural to materialistic. This is represented in her poems, Mulla Bulla Beach, Fox in the Tree Stump and Streets of Chippendale. Judith Beveridge’s poetry examines the ability of humans or the materialistic world to be interconnected with nature. In the poem Mulla Bulla Beach she examines a human’s ability to be part of nature, particularly from an outsiders perspective. She states â€Å" A new world to me, but familiar†, demonstrating how she can be related to nature. She also examines an insiders perspective on the beach, in particular the fisherman, stating â€Å" who are born hearing the sea always there† She examines how the fisherman have become part of the natural rhythm demonstrating how humans can be part of nature, and the tension between the material world and nature does not need to exist. She uses many similes to link humans or human objects to nature for example â€Å"Jellyfish clear as surgical gloves† and â€Å" tide winded shells pacing quietly as shore runners†. These similes demonstrate how humans can not only understand but also be part of the natural rhythm. This is also seen in Judith’s poem, The Fox in a Tree Stump. Judith examines how the child feels a connection to the fox and its innocent nature stating, â€Å" Fox hairs of dust sweated in my palms† although, this connection does not overpower the fear of her uncle, so she kills the fox. This demonstrates that although humans may feel connected to nature although this does not prevent them from destroying aspects of nature. Judith Beveridge examines the inherent tension between nature and the material world by examining a human’s ability to understand nature.

My life An Engineer Essay Example | Topics and Well Written Essays - 750 words

My life An Engineer - Essay Example Your university will provide me with the international approach to engineering challenges. It will also expose me to the state-of-the-art facilities in engineering and a great learning environment where I can gain both practical and theoretical knowledge in Engineering. Part of my long term objective after completion of my course is to come back to Nigeria and establish a World-Class engineering organization that will provide both knowledge, experience and employment opportunities to young Nigerians with a passion in the Engineering field. My passion in engineering can be traced back to the years when I was still a young lad, even before I started going to school. Back then, I was very creative constructing toys out of plastics and papers. I could for instance fold and join papers of different colors and make a beautiful kite out of it. With time I gained interest in electricity and I could join a series of dry cells with copper wires and light a bulb. I also enjoyed making toy cars out of aluminum tins that I collected from my neighborhood. Back then, I did not realize that all I was doing was actually different elements of engineering. My craftiness continued to develop as I grew older. I could help my father fix his Toyota car, tightening screws and bolts in the house and repairing electric sockets. I was actually practicing engineering subconsciously through my intuitive acts. When I joined high school, science became my favorite subject and I scored higher grades in scientific course than any other. I took my assignments seriously and I could also help my classmates out with areas that I was knowledgeable in. These interactions helped develop my communication skills, which has become an integral part of my profession to date. I was always chosen to represent my school in interschool debates where I excelled on most occasions and managed to create a great image for my high school. My teachers could see a bright future for me in engineering. My Guidance and Counseling teacher for instance advised me to strive to be an engineer after reviewing my grade score sheet. After my high school, I volunteered to teach mathematics and Primary at a community school as I also prepared to sit for entrance exams at Ladoke Akintola University of Technology in Nigeria. In 2005, I was admitted in to the university’s Mechanical Engineering Department. Part of my undergraduate degree included coursed in Engineering Drawing; Tribology; fluid Mechanics; Strength of Materials and Dynamics; Thermodynamics; Automatic Controls; Mechanical Vibration and Principle of Engineering Design amongst others. As part of my undergraduate course, I engaged in two internships that gave me great opportunities to put my knowledge in practice. The first internship was at an Auto-Mechanical workshop while the other was in a Marine company. My final year research was on the erratic electric power supply in Ogbomoso and its effect on crop processing methods by the rural fa rmers in a community near my university campus. The challenge in this study was to come up with alternative methods and technologies that farmers could use to dry their crops. I identified biomass and solar energy as the best methods. I designed and fabricated a Solar – Biomass Integrated Dryer under the guidance of Engr. O.S Olaoye. After my undergraduate degree, I have continued to update myself with emerging trends in Engineering, especially with regard to emerging technology. I have read a lot about

Bay of pigs invasion intelligence failure compared to the sucess of Research Paper

Bay of pigs invasion intelligence failure compared to the sucess of the cuban missle crisis intelligence - Research Paper Example Speculation and the lack of accurate information led to the failure of one and the reliance of accurate intelligence and proper planning led to the success of the other. Bay of Pigs Invasion Intelligence Failure Compared To the Success of the Cuban Missile Crisis Intelligence In 1961, the US attacked Fidel Castrol’s Cuba in a bid to overthrow his government. This attack was that came to be known as the Bay of Pigs Invasion, which turned out to be a complete failure. The US had used an attacking force that had received thorough training and aid that was enough to launch a successful attack anywhere (Hughes-Wilson, 2004). Instead, the military operation at the end was a disaster that completely humiliated the US government at the time. The operation also did not achieve its initial objective which was to bring down Fidel Castro and his government. On the contrary the attack only increased the Cuban’s support for their leader (Walton, 2010). The events leading to this inva sion started way back in 1960. The whole process had been well planned from the word go. On March 17 of that year, President Dwight Eisenhower started this elaborate program to get rid of the government of Cuba. The operation was a CIA project from the very beginning. The intelligence body not only provided necessary information on the invasion details, it also recruited and armed Cuban exiles who would carry out the attack. President John F. Kennedy is the one who authorized the failed attempt to oust Castro and his government. Taking a beachhead, establishing a government and gaining US recognition was all part of the plan (Jones, 2008). Some of the reasons associated with the failure of the Bay of Pigs invasion include: the inability of the US forces to defeat the Cuban air force, the overestimation made by the CIA about the willingness of Cubans to support an armed invasion on their government and the selection of an unfit landing site. Before this invasion the CIA, which the Ei senhower had entrusted with the responsibility of removing Castro from power, had tried many other options to get rid of the president. There were attempts made to poison him, there was support of anticommunist groups in Cuba, and radio broadcasts against the Castro regime were aired to Cuba from Florida. There were even some reports that the CIA made contact with the mafia so that they could work together to get rid of Castro. However, none of these tactics worked, but the CIA was not done yet. They planned and executed the invasion of the Bay of Pigs, but even this adverse action failed (Walton, 2010). The invasion was organized with only 1,297 troops that comprised mostly of Cuban rebels who were not in any position to lead an attack against a formidable military. Within two days, the invasion of the US had been quelled by Castro’s forces and several rebels rounded up. The failure of the CIA during the invasion of Bay of Pigs can be contrasted with the success in which the Cuban Missile crisis was handled. This was another crisis that ha the potential to go awry had the intelligence not been accurate. In fact, a few weeks before the crisis, the Special National Intelligence Estimate (SNIE), which was a branch of the CIA, predicted wrongly that the USSR would not place missiles on Cuban soil (Hughes-Wilson, 2004). However, the intelligence gathered after that was enough for the US to plan and identify the missiles before they could be launched. The CIA also gathered enough

Sartre's No Exit Essay Example | Topics and Well Written Essays - 1500 words

Sartre's No Exit - Essay Example Although taken as a quasi strategy for the Existentialist movement, the transcription of this lecture was the only pamphlet that Sartre amenably regretted seeing in print. Yet, it continues to be the foremost introduction to his philosophy to the general public. One reason both for its fame and his discomfort is the precision with which it displays the cardinal doctrines of existentialist thought while enlightening Sartre's attempt to widen its social application in reaction to his Catholic and Communist criticism - it offers us a sight of Sartre's thought â€Å"on the wing.† In his play ‘No Exit’, he is determined to prove his famous argument; â€Å"hell is other people† and perception that there is no God is widely unleashed. He wants the reader to catch his philosophical perspective of belief and reason. No Exit, the Jean- Paul Sartre’s play, coined the famous slogan â€Å"Hell is other people!† Anybody may wonder on hearing such a harsh de claration, if this is a portrayal of manhood or just a portrayal of certain categories of individuals who make life more problematic than it ought to be. Sartre's unique vision on hell takes us to an isolated hotel located in an extremely hot place with numerous rooms to be occupied that are better referred to as the damned (Contat 33). This particular play involves majorly three people who died and went to their eternal destination, the Hell. They are three rather selfish and depraved individuals, seeing them in one light. Contrariwise, you can say they are three delicate souls desperately in need of something. However, they have no ability to offer of themselves. Like vampires imbibing the best of all mankind, wanting to be satisfied, yet unwilling to care for anybody, but only themselves. Our first character to meet is a journalist who owns what he calls pacifist newspaper by the name Joseph Garcin. He was shot during the Second World War, although he had deserted his position an d fled to Mexico. He is constantly trying to escape from Gomez judgment and others who think he is a coward because he fled in war time. His paramount accuser is himself, the only person he could never escape. Joseph was also a drunk and an adulterer. He deliberately cheated on his wife habitually; even making poor women to serve coffee to his mistresses and him. He was so heartless that he did not care how much he caused his poor wife pain. She died of a broken heart soon after him. Next we have Serrano Inez who is a self declared sinner and foul to the ground. She describes the nadirs of her immorality in the following declaration: â€Å"When I say I am cruel, I imply I can not get on devoid of making people suffer. Just like a live coal – a live coal in others’ people hearts. When In am alone I sparkle out† (Hudson 78). Despite her unkind nature, Inez has a virtue; she calls them by way of seeing them. Inez is similar to a vampire because she lives for her bo dily desire. She was a lesbian and guilty of ending a marriage and spinning a wife against her spouse. She made that woman her love, and together, they collaborated and killed the husband of her lover. She can look at her wickedness, and accept it as a portion of who she is. Inez consents being in hell and she does not anticipate anything enhanced. In hell, she lusts for

The influence of the movie on the society Essay Example | Topics and Well Written Essays - 500 words

The influence of the movie on the society - Essay Example Remember that Sontag believes movies lost their "art" in her time, and Norma believed movies lost their "art" once sound came in - in the late 1920s. Are they right? By means of looking into one’s own experience of being transported by the motion picture and allowing it to gain momentary control of human reflexes within the span of film’s length, the moviegoer manages to prove the truth behind Susan Sontag’s conviction through a varying insight to the encounter with the story and the audio-visual effects projected across the big screen. Typically, since movies are created to depict a dynamic narrative of life under a rare perspective with striking parallels to the circumstances of reality, the watcher becomes gradually kidnapped by such an essence that occurs to fulfill the movie’s objective of getting the viewer seek profound relevance. As the movie serves a vehicle that takes one to reflect with vivid imagination and pertinent emotion at depth, the act o f kidnapping, as Sontag puts it to be the principal role assumed by the film, is sustained. On the other hand, Norma’s observation that movies lost art during the arrival of the talkies in the late 1920s tends to signify reference to the aesthetic value of a motion picture.

Why is freedom important Essay Example | Topics and Well Written Essays - 1500 words

Why is freedom important - Essay Example Society has lived this way for eons and, although there have been efforts from certain sectors to try to curb these logical and natural freedoms, we have always lived our lives free of any constraints. Unfortunately, we oftentimes fail to acknowledge this fact which is why we end up taking the freedoms that we have in our lives for granted. While other countries struggle for a semblance of democracy and their people are crying out for freedom, we simply go about our free lives without a worry or care in the world. That is why there is a need for us, as a collective society, to come to an understanding as to what the true meaning of freedom is and why it is important to all of us. It is perhaps best to begin the discussion of the importance of freedom on the basis of the Harm Principle. According to Oliviera (2006), under this principle, the actions of individuals should only be limited once it is proven that the person will cause great harm to those around him. This is the basis of t he laws that govern our land. I cannot stress the importance of the Harm Principle in our daily lives for this is the principle upon which all our other freedoms are based upon. I do not doubt that this is also the principle upon which arrest and imprisonment of people doing harm to others comes from. After all, if you cause harm to another human being, you end up in jail. That is what the Harm Principle is all about and that is why it is the most important basis of our most basic freedoms in our society today. The Harm Principle presents us with a maxim that has allowed people to develop their sense of freedom in a responsible manner. This is known as the Liberty Principle which, allows people to develop their individuality through freedom of choice. By allowing people to have options in life, a person is forced to view the pros and cons of his possible decisions and then go with the decision that he feels will best serve his individual identity. He has the freedom to choose from a ny number of outcomes, hence the Liberty Decision. He makes his decision free of guilt and responsibility to others. His sole responsibility in this respect, it only to himself thus making his decision absolute. Without the Harm Principle to consider, we would not have encountered the need for positive and negative liberty among our people. Carter (2011) thoroughly explains that the Harm principle is possibly what gave way to the emergence of the positive and negative liberties of man. Simply put, the negative liberty is one that offers no obstacles to living a life secure in the freedom that he is experiencing. It was Isaiah Berlin (Carter, 2011) who explained that negative freedom is simply the absence of obstacles in life that prevent one from living life. Negative freedom is a sense of liberty that we all experience if there are no external interferences from groups that could hamper our freedom of movement and choice. Whereas positive freedom is one that exists due to need to c ontrol a certain situation or event due to the internal factors being the basis for individuals and groups to act independently of each other. Having said that, it seems only logical, after having developed an understanding of the importance behind positive and negative liberty, we come to a discussion Rousseau's Theory of freedom. As per Simpson's (2006), understanding of Rousseau's Theory of Freedom, there are actually 4 kinds of freedom that should be deemed relevant to politics. These freedoms are: 1. Natural freedom 2. civil freedom, democratic freedom, 3. moral freedom. This is supposed to be the social contract that supposedly binds us all to humanly treating each other regardless of personal sentiment. It is believed that the aforementioned freedoms are the basis that we as a people use to