BRAND MANAGEMENT Assignment Example | Topics and Well Written Essays - 2000 words

BRAND MANAGEMENT - Assignment Example In other words, the image of a brand depends on what customers perceive and feel about it. Brand image is very strongly related to brand awareness, because customers are unlikely to have any image of a brand that they are unaware of. In this highly competitive commercial environment, it has become imperative for corporate organizations to distinguish the products and services offered by them from that of their peers. As a result, brand awareness, brand image, and brand development strategies have become an integral part of the present day business organization in building their brand equity. Adidas, a German sportswear producer, was instituted in the year 1920 by Adi Dassler. The business started off as a small workshop, but it transformed over the years into a renowned large corporation and turned out to be one of the foremost sportswear brands in the world. The products of the company comprise of sports shoes, sports shirts, bags, and all other sports related goods and equipments. The Adidas Group comprises of three major brands, such as adidas, Reebok and TaylorMade. The figure below illustrates the brands that comprise the Adidas Group: Despite the fact that brand image development is undeniably a grave challenge to brand managers, there has not been much research to assist brand managers in making a choice between different strategies. There are large numbers of researches that have been accentuated on brand personality (Okazaki, 2006; Venable & Rose, 2003). Nevertheless, the most important focus of these researches has been on the consequences and outcomes of brand personality or on dimension factors. There have not been much studies revolving around how brand personalities are build up as well as how they can be augmented. There are a numbers of constituents that are required during the process of branding, and brand personality is one of the crucial elements. By bestowing a brand with a definite personality, brand managers attempt to

Interpreting Financial Results Essay Example | Topics and Well Written Essays - 750 words - 1

Interpreting Financial Results - Essay Example This means that Apple has maintained enough liquid assets to meet its short-term obligation. However, although Apple did well by maintaining a higher current ratio in 2013 compared to 2012, its current ratio declined in 2014 to 1.08 from 1.68 in 2013, which is a sign of poor performance in 2014 compared to 2013 as far as liquidity position is concerned. However, the Apples current ratio is still within the industrial average, which is a show of good performance compared to its competitors in the industry. Apples also had a favorable quick ratio of more than one in all the last three years. However, it is notable that the after the companys quick ratio had improved from 1.30 in 2012 to 1.64 in 2013, the ratio declined to 1.05, which is an indication of poor performance in 2014 compared to the previous two years. However, the fact that Apples quick ratio is within the industrial average is an indication of good performance in overall. Leverage ratio is another ratio used to gauge the financial health of a company. Leverage ratios are used to determine the amount of debts that the company maintains in its statement of financial position. Accordingly, the more debt a company has, the riskier the company is in case the business became bankrupt and forced into liquidation. Debt-to-equity ratio is one of the leverage ratios used to measure the degree to which a company is financed by debt holders in comparison with its owners. The lower the debt-to-equity ratio, the less riskier the company to invest. From the calculations, it emerged that Apple fiancà ©s much of its operations from shareholders investments compared to debts. The companys debt-to-equity ratios for the three years are below one, which is favorable (2014 = 0.13; 2013 = 0.08; 2012 = ∞). Nevertheless, it also became clear that Apple has been increasingly financing its operations by debt since 2013, which is not a good sign (United

Geology in The United Arab Emirates Essay Example | Topics and Well Written Essays - 1000 words

Geology in The United Arab Emirates - Essay Example Over the response of the plate tectonic movement, the two have behaved as a unit. The begun of the separation of this two from African plate started aver about 25- 30 million years ago with the red sea being the initial opening. The U.A.E ancient story was in some points a rumor. A rock, as per the Precambrian history, does not outcrop in the regions of the UAE also; they are not known information drill. In Saudi Arabia and Sultanate of Oman, the exposure of the Precambrian sedimentary rocks were experienced and from this exposure, it participated in delayed Precambrian glaciations. That in many desperate parts of the today’s world were known due the evidence of geology. A shallow red sea covers not much time after the initial appearance of the abundant fossil stable lifestyles during the Middle Cambrian time, a general region that is in the reach of UAE (The Emirates). Thick accumulation of salt and the early Cambrian sediments of both the Arabian sides being included reveal that the area have been the site of first stage drifting from a larger continent that later formed an ocean basin. At the continental edge, the interpretation would account for the UAE subsequent position. The movements of the Afro-Arabian plate in the period of the Paleozoic caused the pass near the South Pole in the Ordovician period. During this period is when North Africa and UAE became glaciated. During the middle of the Paleozoic, the Afro-Arabian continent became the largest in the southern Gondwana supercontinent. The continent later broke into Permian and Triassic. UAE has remained in the tropical latitudes since the end of Paleozoic. The appearance of the UAE has remained tectonically to stable despite the travels. Rather than local tectonic and climatic fluctuations, the geological history of the country as a whole has been based on the primary legend of the advance and retreat of the sea in response to the global idea. The make that was to become of UAE was through the

Investigation on finding the Molar Mass of Butane Essay Example for Free

Investigation on finding the Molar Mass of Butane Essay Aim: To find the molar mass of butane, by finding the number of moles of gas in the container and comparing it to the mass of butane in the container Theory Butane (C4H10), also called n-butane, is the unbranched alkane with four carbon atoms, CH3CH2CH2CH3. Its only other isomer is methylpropane: CH(CH3)3. It is an organic compound which belongs to the alkane group or organic compounds. It is a highly flammable, colourless and odorless gas at r. t.p. this, along with the fact that is an easily liquedified gas, is why it is used in lighters as a fuel. Its Relative Molecular Mass is 58.12g, and it is barely soluble in water like most organic compounds: 0.0061 g/100 cm3, at 20 à ¯Ã‚ ¿Ã‚ ½C. In the experiment we shall find the mass of butane by calculating the change in mass of the lighter before and after the experiment. We shall find the number of moles in the container by finding the volume, pressure and temperature of butane inside the container, and then use the formula PV = nRT (where P: Absolute Pressure measured in millibars, V: Volume of gas measured in dm3,T: absolute temperature in Kelvin, and R is the universal gas constant, which equals to 83.14472 dm3à ¯Ã‚ ¿Ã‚ ½mbarà ¯Ã‚ ¿Ã‚ ½K-1à ¯Ã‚ ¿Ã‚ ½mol-1). Since we could not measure the temperature or pressure inside the container, we measured the atmospheric pressure and temperature. We assumed that if we waited for enough time, the temperature inside the container will be equal to the atmospheric temperature. Secondly, the atmospheric temperature = pressure inside the container and the pressure exerted by the column of water. The pressure exerted by the column of water = mgh. [Reference: www.wikipedia.com] Prediction I feel that the mass of one mole of butane will be approximately 58, as this is the RMM of Butane (correct to 0 d.p.). Apparatus * Lighter (filled with Butane) * Water * Trough * Digital Thermometer [à ¯Ã‚ ¿Ã‚ ½ 0.01à ¯Ã‚ ¿Ã‚ ½C] * Top-pan balance [à ¯Ã‚ ¿Ã‚ ½ 0.01g] * Burette [à ¯Ã‚ ¿Ã‚ ½ 0.05 cm3] * Pressure Gauge [à ¯Ã‚ ¿Ã‚ ½ 0.5mb] * Meter Rule [à ¯Ã‚ ¿Ã‚ ½ 0.0005m] * Table showing Vapour Pressure of water at various Temperatures Modifications to Method * We dipped the lighter in water before any of the trials, and then dried it using ethanol in an attempt to reduce the margin of error in the mass reading due to water droplets sticking the lighter. * The Burette was filled completely with water. * We did not take the final volume reading when the level of water in the burette was equal level with the water in the trough. Instead, we measured the height of the water column above the level of water in the trough. * We found the volume of water between the tip of the cylinder and the 0cm3, and included that in our calculations of the volume of water. Fair Test * After every trial, we dipped the lighter in ethanol and then shook it to dry to ensure that was minimal inaccuracy in the mass reading due to water droplets sticking to the lighter. However, it is impossible to get rid of all the water droplets. Therefore we dipped the lighter in water and dried it using ethanol before any tests in an attempt to ensure that the extra mass (though minimal) due to water droplets on the lighter remained constant throughout the experiment and thus could be ignored. * We filled the burette completely with water, to ensure that no gases were inside the burette before the trial, which would have affect the pressure readings. * The pressure inside the container is equal to the pressure due to butane and moisture. Using a table, we shall find the pressure due moisture, and subtract it from our pressure reading to get the pressure due to butane alone. * We waited a little which after the trail before measuring the air temperature to ensure that the temperature of butane inside the burette was the same. * We used water inside the burette since butane barely dissolves in water. * We removed the metal piece at the top of the lighter, as water droplets could easily stick to it. Also, it ensured that the butane could not catch fire. Safe Test * We removed the metal piece of the lighter, to ensure the butane could not catch fire. * We were careful while dipping the lighter in ethanol, not to release butane as ethanol is flammable. Conclusion In the experiment, when we opened the nozzle of the lighter, butane escaped from the lighter, causing a decrease in mass of the butane inside the lighter. The butane rose to the top of the burette, since butane is less dense than water. This caused the pressure at the top of the butane to be greater than the atmospheric pressure. Since liquids are mostly incompressible, the increase pressure at the top, created a force on the top of the water column, pushing it down. Hence the volume of gas (butane and vapour) inside the burette would increase, causing the pressure of gas to decrease until it is equal to the atmospheric pressure. This process kept on occuring as more and more bubbles of butane and moisture reached the top, hence at the end of each trial the pressure inside the burrrete can be estimated to be equal to the atmospheric pressure. From the graph, it has been calculated that the RMM of butane is 53.946à ¯Ã‚ ¿Ã‚ ½60.2% using the formulae RMM = mass/n and pV= nRT. There are no anomalies, since the graph passes through the error bars of all 4 points. Evaluation In the experiment, the accuracy is fairly high as the experimental value for the RMM of butane is 54, while in theory it is 58.12 (percentage error of only 7.089%), which shows that very few systematic error occured during the experiment. This is also shown by the fact that the y-intercept is 0.0125, which is very close to 0, showing an almost completely proportional relationship between mass and n. Regarding the precision of error, the margin of error has been calculated as 60.2% and is far to high, resulting in a poor precision. However the experiment was more precise than this value of 60.2% shows it to be, because from the graph one can see that all the points lie close to the line of best fit. In the experiment, various errors could have occured, such as: Systematic Errors: * Error in readings of pressure due to high uncertainty. Random Errors: * The pressure due to the water column has no been taken into consideration. * We are assuming that the temperature inside the burette is equal to atmospheric pressure, which may not be true. * Water droplets may have still stuck to the lighter, causing an error in mass. To reduce the margin of error we could have: * Calculated the pressure exerted do to the water column, and subtracted it from the atmospheric pressure to find the pressure inside the container. * Taken a larger container than a burrette, so that we could release more butane and cause a larger change in mass, so that the uncertainty of 0.01g would have a smaller affect on the margin of error. * Used a seperate lighter for each trial, eliminating the error caused due to water droplets clinging to the sides of the lighter.

Government and the Central Bank Economic Recession Responses

Government and the Central Bank Economic Recession Responses Discuss how the government and the central bank should respond to an economic slowdown and a recession At the end of year 2008, economists suggested that the economy may be led to -or already in- a recession when economic growth was decelerating. The official definition of a recession is two successive quarters with a decline in gross domestic product (GDP). However, the National Bureau of Economic Research (NBER) identifies that a recession as a â€Å"significant decline in economic activity spread across the economy, lasting more than a few months† based on a number of economic indicators, with an emphasis on trends in employment and income. It doesnt confine itself to use the technical definition of two quarters of negative GDP growth because it is only assessed quarterly and it is subject to revisions. By the time GDP growth is negative for two quarters, the recession is already well happening. However, an economic downturn is defined less strict. For instance, we were in an economic downturn even with positive growth because the economic growth rate was slowing down, house prices were falling, unemployment rates were increasing and people could see the business cycle that moved from a boom period to bust. To respond to an economic slowdown and recession, government and central bank should take active roles in resolving economic issues through the use of two expansionary policies: fiscal policy and monetary policy. While the economy is not officially in a recession, there are signs that economic activity is slowing. According to CRS Report for Congress, 2008, economic growth in the United States was negative in the fourth quarter of 2007 after two strong quarters, but turned positive in the first and second quarters of 2008. According to one data series (graphs), employment fell in every month of 2008. The unemployment rate, which rose slightly during the last half of 2007, declined in January and February of 2008, but began rising in March and by August stood at 6.1%. The continuing financial turmoil is also cause for concern. Forecasters, while projecting slower growth in 2008, remain uncertain about the likelihood of a recession. If financial market confidence is not restored and private market spreads remain elevated, the broader economy could slow due to difficulties in financing consumer durables, business investment, college education, and other big ticket items. When the economy is down turning, economist believe the central bank should place more emphasis on short-term monetary policy as it takes fewer time to implement and its decisions to significantly decrease interest rates, and natural market adjustment, along with the already enacted stimulus, would be enough to avoid recession. When there is a massive intervention in the financial markets, the transmission of money can be stimulated into the financial sector and ultimately into the broader economy, where an important expansion of credit could significantly raise aggregate demand. It is said to emphasise more on monetary policy than fiscal policy because there are lags before a policy change affects spending. Therefore, stimulus could be delivered after the economy has already entered a recession or a recession has already ended. First, there is a legislative process lag that applies to all policy proposals — a stimulus package cannot take effect until bills are passed by the H ouse and Senate, both chambers can reconcile differences between their bills, and the President signs the bill. Many bills get delayed at some step in this process. As seen in Table 8, many past stimulus bills have not become law until a recession was already underway or finished. Is additional fiscal stimulus needed during the economy slowdown? It depends on the current state of the economy. Fiscal policy temporarily stimulates the economy through an increase in the budget deficit. Fiscal stimulus can take the form of higher government spending (direct spending or transfer payments) or tax reductions, but normally it can boost spending only through a larger budget deficit. A deficit-financed increase in government spending directly boosts spending by borrowing to finance higher government spending or transfer payments to households. A deficit-financed tax cut indirectly boosts spending if the recipient uses the tax cut to increase his spending. Economists usually agree that spending proposals are somewhat more stimulative than tax cuts since part of a tax cut will be saved by the recipients. The most important determinant of the effect on the economy is its size. Economic performance can be illustrated through shifting in aggregate demand and aggregate supply curves. Aggregate supply and demand are shown in the graph below. If consumer confidence in the economy falls and people reduce their spending, aggregate demand will fall, reducing real output and prices and possibly dropping the country into a recession (figure1). As the American economy slid into recession in 1929, economists relied on the Classical Theory of economics, which promised that the economy would self-correct if government did not interfere. But as the recession deepened into the Great Depression and no correction occurred, economists realized that a revision in theory would be necessary. John Maynard Keynes developed Keynesian Theory, which called for government intervention to correct economic instability. As fiscal policy is the use of government spending and taxes to stabilize the economy, Keynes recommends that parliament should increase government spending in order to â€Å"prime the pump† of the economy during periods of recession. At the same time, he calls for tax decreases in recessionary times, to increase consumers disposable income with which they can buy more products. Through both methods of fiscal policy, the increase in aggregate demand brought about by such actions leads firms to increase production, hire w orkers, and increase household incomes to enable them to buy more. While both tools are effective, Keynes advocated change in government spending as the more effective fiscal policy tool, because any change in government spending has a direct effect on aggregate demand. However, if taxes are reduced, consumers most likely will not spend all of their increase in disposable income; they are likely to save some of it. Referring to the graph, a rise in government spending G or a decline in autonomous taxes will cause the aggregate demand AD shift to the right, thus increasing both the equilibrium level of real GDP, Q*, and the equilibrium price level P*. When economy is running into recession, central bank is one of the agencies responsible to influence the demand, supply and hence, price of money and credit in order to keep production, prices, and employment stable. To do this, the central bank uses three tools: open market operations, the discount rate and reserve requirements. In order to bring the economy out of recession, central bank will lower the reserve requirements. Due to the act, member banks are required to keep less money, and so more money can be put into circulation through expanding their loans to firms and people. Furthermore, with the use of its open market operations for buying government securities, the central bank pays for these securities by crediting the reserve accounts of its member banks involved with the sale. With more money in these reserve accounts, banks have more money to lend, interest rates may fall, and consumer and business spending may increase, encouraging economic expansion. The discount rate is serves as an indicator to private bankers of the intentions of the central bank to enlarge the money supply. So a lowered discount rate which is announced by the central bank encourages more banks to borrow from the reserve banks. According to the graph below, a central bank open market purchase of securities, a fall in the discount rate or a decrease in the required reserve ratio will raise the money supply, thereby increasing aggregate demand and the equilibrium level of real GDP, Q*, and the equilibrium price level, P*.

Rachel Carson :: Biography, Silent Spring

One of the prime ecologists in the world, best known for her book Silent Spring, was Rachel Carson. Rachel Carson’s book caused controversy and a scare for the progression of the environmental movement. â€Å"(Silent Spring) spells out in memorable detail through out the book the effects of synthetic insecticides and herbicides on water, soil, plants, wildlife, fish and human beings. But in the book’s final chapter she suggests alternative courses of action for mankind —- a way out of this march toward death.† (Holmes, Pg. 123) Rachel Carson had several accomplishments throughout her life many of which started at a young age. Carson was born in May of 1907 in Springdale, Pennsylvania. She was the third child born to Roger Carson and Mana Mclean. Her parents raised her with a strict Presbyterian background and a middleclass status. Her parents owned a farm and orchard which helped influence Carson’s love of the environment. Carson’s mom encouraged this love of the environment by teaching and learning with her. They continued to be best friends throughout her life. Carson had her first story published in St. Nicholas magazine at the age of ten. The story was about war and was inspired by letters that had been sent home by her brother who was a soldier in World War I. In 1922 Carson wrote her first article about nature. It was called My Favorite Recreation, Going Bird’s Nesting. Carson Graduated from Parnassus High School in 1925. She participated in sports but was quiet and her main focus was her studies. She graduated top of her class where she then decided to go to college at the Pennsylvania College for Women in Pittsburg. This was a liberal arts college stationed sixteen miles from her home. Rachel Carson’s first interest was in English composition but she later changed her major to biology. She graduated in 1929 and went on to work at a marine biology lab. At the same time she continued her education at Johns Hopkins University in Maryland. She graduated with a master’s degree in Zoology in 1932. Carson was then employed at the University of Maryland as an instructor. She did not acquire her PHD because she ran out of funds for research due to The Great Depression. (Quaratiello, 2004) One of Carson’s great inspirations during college was her biology professor Mary Skinker who Carson later turned to for help. Skinker recommended Carson for a job in the Zoological division of the United States Department of Agriculture in Washington D.

Oscar Wilde and the Aestheticism Movement Essay

The arts in addition to crafts movement was the main clause of reform design in the 19th century that describes the era of its greatest advancement, roughly between 1870 and 1920 (Campbell, 2006). The two major stylistic advancements of this movement’s philosophy are the Aesthetic Movement and Art Nouveau. Aesthetic Movement of the 19th century, according to Lambourne, (1996) is a movement that existed in the 1870s to 1880s, which made itself noticeable through the fine in addition to decorative arts and architecture in both Britain and the United States. Its influence in Europe was so great that it is had to describe. In response to what was perceived as evidence of philistinism in art and design, it was typified by the cult of beauty and as well an emphasis on the sheer pressure to de obtained from it (Lambourne, 1996). Championing of the aesthetic movement was done by the writers and critics Oscar Wilde (1854-1900), Walter Patel (1839-94), and Charles Swinburne (1837-1909) (Campbell, 2006). These artists in conjunction with craftsmen of aesthetic movement sought to lift up the form of furniture, ceramics, wall papers, books, glass, textile and metalwork to the level of fine art. They tended to hold that Arts should offer purified sumptuous pleasure instead of conveying moral over-romantic messages. He was concerned with the impact of moralizing on art as a result of his view of art as a separate form of life (Gere and Hoskins, 2000). Wilde, in particular, did not agree to Ruskin and Arnold’s utilitarian view of art as something moral or helpful. He believed that art did not play educational role; it only needed to make beautiful statements. He argued that beauty is the only thing that cannot harm (Raby, 1988). Just like other aesthetes, Wilde denied the social value of literature and art. Wilde stated that the most important things in life are autonomy from moral fetters as well as the limitations of society (McDermott, 2007). Wilde was deeply concerned with the soul of man. This made him to constantly complain about poverty in is his work. Wilde, as McDermott, (2007) asserts, argued that the life of an artist is more important than any form of art that he/she develops He also noted that life itself is an art and that true artists present their lives as their finest productions (Raby, 1988). Wilde had used aesthetic decorations throughout his youth. He had devoted so evidently and uncompromisingly to living his art. He considered his own life as a form of art (Raby, 1988). Wilde together with other aesthetes established the cult of beauty, which they regarded as the principle factor in art. They took nature as rough and deficient in design when compared to art. They adopted the principle of art for arts sake and established art over everything else. Wilde, as Raby (1988) argues, set out to widen this principle to that of life for the sake of art. In oxford as indicated by Campbell (2006), Wilde astonished the religious dons with his inappropriate approach towards religion. He was also heckled at his weird clothes. The use of peacock feathers in addition to blue and white china typified the aesthetic interiors. Wilde gathered blue China as well as peacock feathers, which he decorated his room with and later on his velvet knee-breeches which attracted much attention. Wilde worked as a reviewer of art and conducted lecturers in the U. S and Canada (Raby, 1988). He had a luxurious taste for everything and, after conducting a series of lectures his listeners changed to a new set of standards for designing their homes (Lambourne, 1996). The amalgamation of Wilde’s exposure through the famous media in addition to the wealth of specialist furnishing as well as beautifying manuals assisted in simulating the public in the novel style. Manufacturers were also quick to take up the new trends in decorative styles (McDermott, 2007). Wilde created a series of discussions as well as essays that advanced his view on the supremacy of art. His views concerning art were basically chatty and positive. Wilde published lyrics along with poems in magazines from the time when he entered college. He included serious articles on parenting, politics and culture to his dialogues of fashion and arts. Wilde typified, through his own words, the response against the rudimentary primaries of a doubtless more reputable but definitely less cultivated era (McDermott, 2007). Most of Wilde’s work conformed to aesthetic principles. It revealed an over balance of curiosity in both subject and styles, and a response to the restriction of outward practical things (Gere and Hoskins, 2000). Philosophy of Esthetic Movement, as stated by Lambourne, (1996) was spread to the United States by William Morris. Wilde, as stated by Raby (1988), made a lecture tour of the United States in 1882. Despite the fact that he satirized for his effeteness and pomposity he increased awareness of the Aesthetic Movement. The highest profile figure of Aesthetic Movement was Oscar Wilde; he gave approval to himself as the center of an aesthetic experience that was to some extent exaggerated, absolutely exclusive as well as completely dedicated to the pursuit of art and beauty (Raby, 1988). Wilde was the spokesman for Aesthetic Movement through his excellent humor and conscious posing. He made himself a convenient vehicle through which the Aesthetic Movement was extensively advertised (Campbell, 2006). Wilde had an unwavering faith in his mission. He clearly stated that he had no fears regarding the future (Raby, 1988). Gere and Hoskins (2000) states that through Wilde’s presentation, aestheticism developed to a cult of artificiality. The popular plays produced by Wilde, according to Spektor (2009), were comedies of conduct that were closer to Restoration comedies than the Victorian plays. Until the time he was tried Wilde carried the Aesthetic Movement as an excellent performance piece, an approach that was supported by the British society, due to the fact that he never seemed to take himself too seriously. Wilde the aesthete introduced an experience for continental values and finally what Victorian society basically held to be continental profligacy (Raby, 1988). Much early criticism of aestheticism summed up the conventional Victorian move of calling Aesthetic Movement dissolute; both for its stress on art as an unethical venture and for its inflections of homosexuality (Spektor, 2009). Contemporary critics have tried to contextualize the aesthetic movement by considering literary, social, as well as artistic movements that resulted in aesthesis along with those that were later influenced by it. In the process, they have a propensity of primarily looking at its representations of sexuality and gender instead of on the form and qualities of the art under discussion. Paradoxically, the modern criticism almost at all times put both art as well as homosexuality back into the Victorian culture. This explains how cultural stance of aestheticism and its approaches about sexuality and gender were determined by the principles of the larger Victorian society (McDermott, 2007). Lambourne (1996) states that Wilde became one of the most celebrated playwrights of the late Victorian phase in Britain with a series of social satires. Wilde claimed to have taken a firm position in symbolic relation to the art and culture of the 19th century. Actually he manifested the conclusion of the novel sensibility which surfaced through the second half of the 19th century (Lambourne, 1996). Without Wilde the Aesthetic Movement of the 1880s and the Decadent Movement of the 1890s would not have been as famous as they came to be (Gere and Hoskins, 2000). Wilde’s personal life was subject to rumors. His years of success came to a dramatic end when his close relationship with Alfred Douglas resulted in his trial on charges of homosexuality which was by then illegal in Britain (Lambourne, 1996). Lambourne (1996) states that after being sentenced to a two year term imprisonment for homosexual activities, the period of British fashion history was successfully brought to an end until the revival of the male dandy after the Second World War It was until Walde’s trial that aestheticism, effeminacy and homosexuality came to be recognized as inextricably connected categories (Spektor, 2009). The trial of Wilde cemented an already developing link between effeminacy and homosexuality. Before the trials, aesthetes were infamous because of their effeminacy. However, it was taken as a product of the complex, upper-class standard of living they professed. Homosexuality was an issue alluded to in their work, but it was not evidently linked to effeminacy. It was after this trial that the radical type of the effete, effeminate and homosexuals became easily distinguishable to the public at large. Walde’s influence remains strongly in modern male fashion (Spektor, 2009). Reference: Campbell G. , (2006), The Grove encyclopedia of decorative arts, ISBN 0195189485 Oxford University Press US Gere C. , and Hoskins L. , (2000). The house beautiful: Oscar Wilde and the aesthetic interior, ISBN 0853318182 Lund Humphries Lambourne L. , (1996), The Aesthetic Movement, ISBN 0714830003: Phaidon McDermott C. , (2007), Design: the key concepts, ISBN 041532016X: Routledge Raby P. , (1988), Oscar Wilde, ISBN 0521260787: CUP Archive Spektor N. , (2009), â€Å"The Picture of Dorian Gray† and the Aesthetic Movement in England at the Turn of the Century, ISBN 3640319567: GRIN Verlag