Case Study Samsung Mobile Advertisement Marketing Essay

Case Study Samsung Mobile Advertisement Marketing Essay The following essay will analyse the attached Samsung mobile advertisement, in terms of the type of advertisement, the psychological approach used and the target market to which the advertisement is aimed at. A comparison with other advertisements would also be looked at in order to support the general argument of the essay. Advertising is a pervasive form of communication. Society is bombarded with paid-for messages from the morning they wake up until they go to bed at night. Advertisements appear on television as consumers watch their favourite weekly shows, on billboards as they commute to work, in magazines and newspapers as they read an interesting article, on radio while they listen to the music of their choice and on the internet where they communicate with their friends far and wide, advertisements appear wherever humans are present. It is estimated that the average consumer is exposed to more than a thousand images a day. (Tellis, 2004:3) Thus advertisements impinge on consumers awareness and can greatly affect their thoughts, beliefs, actions, attitudes and decisions, making advertising an extremely powerful tool for communicating to the general public. Many people in society make the assumption that advertising is only done by corporations in order to sell their products to consumers and make quick money off it. These individuals also believe that advertising is an accident of the free market system, an evil force that consumers have to endure for the sake of free speech in our capitalist society. However in reality, advertising is a vitally important force for many reasons. (Tellis, 2004:3) Advertising firstly creates fierce and healthy competition between corporate organisations. In a free capitalist market companies constantly competes with each other, offering potential customers better quality products or services at lower prices than their rivals. Companies make use of a brand image to represent a consistent level of quality at specific prices. Corporate organisations then use advertising to communicate to potential customers what these brand names represent and what the particular prices are and where the consumers can find the products or services. (Tellis, 2004:4) The various forms of advertising enable companies to communicate to the potential consumers promptly and efficiently as needed, thus making advertising an essential tool in the workings of the free capitalist market. (Tellis, 2004:4) Secondly, companies make use of advertising as a primary tool to communicate to customers about new or improved products or services. Since the beginning of the Industrial Age during the 19th century, the quality of consumers lives has greatly improved primarily due to the availability of new or improved products or services. (Tellis, 2004:4) The great vitality of most free capitalist markets rests on the ability of companies to market and sell these new or improved products or services to consumers. In order to do so, corporate organisations need to communicate to potential customers and inform them of the current innovations at hand and to persuade them of the values associated with these innovations. Advertising thus becomes the primary tool corporate organisations use to achieve this task, while at the same time ensuring the vital functioning of markets for new or improved products or services. (Tellis, 2004:4) Advertising thirdly provides major support for media in any free market economy around the world. Several forms of media including broadcast television, satellite television, magazines, newspapers, and most of the internet, reach consumers mainly free or way below cost. The reason for this is that advertisers pay media companies to display their advertisements. The media companies in turn do not have to charge customers the full cost of the chosen media. As such, advertising subsidises the chosen media. Consumers primary form of information and entertainment comes from the media, thus advertising helps improve and maintain the free flow of information and entertainment to society. (Tellis, 2004:4) Fourthly, advertising as an industry in itself is enormous. Total expenditures on all forms of media for the year of 2007 stood at $385 billion worldwide. (Wikipedia, 2010) The advertising industry employed over 300,000 professionals in over 21,000 companies at the turn of the century with growth in employment projected to rise to 32% compared to 15% of other industries. (Tellis, 2004:4) The fifth and final reason for the vitality of advertising to the free capitalist market is that, the public subsidises advertising expenditures. Advertising expenditures in many free market economies are tax deductable. This means that corporate organisations can charge these expenditures as costs of doing business in order to reduce their pre-tax profits. In Layman terms, the general public pays for a small fraction of the cost of advertising that is equal to the advertisers marginal tax rate. (Tellis, 2004:4) Advertising can take the form of various mediums. Commercial advertising media can include wall paintings, billboards, street furniture components, printed flyers and rack cards, radio, cinema and television adverts, web banners, mobile telephone screens, shopping carts, web popups, skywriting, bus stop benches, human billboards, magazines, newspapers, town criers, sides of buses, banners attached to or sides of airplanes (logo jets), in-flight advertisements on seatback tray tables or overhead storage bins, taxicab doors, roof mounts and passenger screens, musical stage shows, subway platforms and trains, elastic bands on disposable diapers, doors of bathroom stalls, stickers on apples in supermarkets, shopping cart handles, the opening section of streaming audio and video, posters, and the backs of event tickets and supermarket receipts. Any place an identified sponsor pays to deliver their message through a medium is advertising. (Wikipedia, 2010) The attached Samsung Mobile advertisement is a form of press advertising. Press advertising is form of advertising that utilises newspapers and magazines as a tool for communicating to potential consumers. These encompass either a very broad readership base such as major national or international newspapers and magazines to a more narrowly targeted readership base such as a local newspaper or magazine. (Wikipedia, 2010) The use of a textual based advertisement is a major reason behind the use of press advertising as medium, it makes it essential. The viewer or consumer requires a certain amount of time to read through the advertisement and then to process the given information on the Samsung Mobile advertisement. If Samsung Mobile used a billboard as a medium to advertise the attached advertisement instead of the preferred press advertising medium, the given information of the advertisement would be lost or misinterpreted by the viewer or consumer, as not enough time was spend on the reading of the information in the advertisement. Thus the message or purpose of the advertisement would be ineffective. The use of press advertising as a medium to communicate to potential customers would also render itself more cost effective than the use of television or billboards as a medium. In the corporate environment, advertising would either adopt a rational or emotional psychological approach in order persuade a potential customer in buying the specific product or service, or in certain cases both approaches would be utilised. The attached Samsung Mobile advertisement uses the emotional approach successfully to grab the attention of the viewer or consumer. Emotional advertisements can utilise the three most common components, namely; arguments, emotions and endorsements. Arguments are appeals that persuade the consumer with the use of evidence or force of logic. An emotional approach would persuade the consumer by arousing certain emotions, such as anger or love. Endorsements on the other hand utilises the use of a lay endorser, an expert in the field or a celebrity who vouches for the effectiveness or quality of the product or service either by claim or association. (Tellis, 2004:23) Of the variety appeals that companies can use to advertise, the emotional approach would be regarded as the most effective form of persuasion for a number of reasons. Emotional appeals are firstly more interesting and can more easily cut through the clutter and grab the attention of the consumer than other forms of appeals. Secondly, emotional appeals require less attention by the viewer or consumer. Thirdly, emotional approaches are far more vivid and easily remembered than other appeals. Fourthly, an emotional approach contains far less counterarguments, thus resulting in less resistance from the viewer or consumer. The fifth and final reason why an emotional appeal is more effective than other appeals is that it evokes a more immediate action by the consumer. (Tellis, 2004:23) The attached Samsung Mobile advertisement effectively utilises the emotional psychological approach or appeal with the use of a textual based advertisement. The text used in the advertisement reminds the viewer of reasons why he or she unfortunately cannot join their family and loved ones during the festive season, for reasons such as having to work during the festive season or living far away. The text or information contained in the advertisement are written in a hand-style format in order to create a more personal touch or feel to the advertisement and to engage with the viewer at such a level. Certain words are also circled and underlined to emphasise the importance of these specific words relating to time that could be spent with the viewers family during Christmas. Hand drawn illustrations for example like snowmen, reindeer and turkey dinners are used to enforce the text based information by creating a festive feel and a personal emotional touch of previous festive times. An essential component for effective advertising is the ability to understand the selected target market for the specific product or service. Knowledge or information regarding this matter can be achieved by the company involved utilising a process called market research. The main purpose of market research is to have a clear understanding who your target audience or potential customers are. A target market consists of those individuals or specific groups that have common characteristics or needs which the participating company can satisfy with their products or services. The goal of market research is to develop a profile of the potential consumers with the use of gathering information through a comprehensive study of demographics and psychographics. (Jinnet et al, 2006:19) The term demographics refers to the statistical information gathered regarding sex, age, ethnic background, occupation, education, income, family status and geographical location. Sex is an important element regarding market analysis, as traditional buying patterns are ever changing, for example, not only men go fly-fishing. Age distribution dictates certain trends associated to a specific age group. Ethnic differences would indicate specific product preferences, language differences and population shifts. (Jinnet et al, 2006:20) Population distribution would help the specific company involved to create a better understanding of the size and location of the target market. Trends indicate that people are moving to the cities suburbs at increasing speeds. The family status of a target market has changed in the past decade with two new distinct groups emerging, single people living on their own and unmarried couples living together. Education, occupation and the level of income are othe r demographics to be considered in a target market. Specific educational level points to a change in product or service preferences. (Jinnet et al, 2006:20) Target markets are can also be defined as psychographics. Psychographics refers to the specific lifestyle, personal behaviour, self-concept and buying style. These factors are just as important as demographics as they can indicate why consumers buy and use certain products or services. The lifestyle factor refers to the consumers manner of living and involves personal characteristics, interests or activities. Personal behaviour is attached to the specific values of the consumer, which can be linked to the consumer being sceptic or cautious. The term or factor of self-concept refers to how the consumer views themselves or how they would like to portray themselves towards the public. Self-concept is strongly linked to the demographics of location, family size, income level and occupation. The buying style of the target market is crucial to the success of the advertising campaign of a company. Elements such as how often does the consumer buy the product and/or what the reasons were for buying the specific product or service. Trends show that new products are normally bought by adventurous and open-minded consumers rather than less adventurous individuals. (Jinnet et al, 2006:21) The attached Samsung Mobile advertisement targeted a specific target market that can be associated to young professionals. Young professionals aged between 21-30 years of age, which live mostly on their own and are adventurous enough to leave the comfort zone of living near their family or loved ones. Individuals that are educated, career driven and have a disposable income in order to buy the latest Samsung mobile phone in order to communicate with their family during the festive season. If comparing the attached Samsung Mobile advertisement to other existing mobile advertisements, one can observe the use of either the emotional or rational psychological approaches to sell a similar product. The Sony-Ericsson C905 advertisement utilises both sexual emotions and rational appeal, combined by the fact that the advertisement was the first of its kind to ever use a photograph taken by a mobile phone camera and not a professional stand-alone camera. (See attached Figure 1) Figure Figure The Sony-Ericsson W705 uses a rational approach to advertise the mobile phone main selling ability crystal clear sound. An inner city environment covered in egg containers are used in the advertisement to indicate that the sound produced by the mobile phone is as perfect as a recording studio used for professional artists. (See attached Figure 2)nokiastring.preview.jpgSoundproofCityDowntown.preview.jpgsony-ericsson-c905-mobile-phone-ad-campaign-a-world-first.bmp Figure The Nokia mobile phone advertisement utilises a rational approach to indicate chaos, but with the help of this specific Nokia mobile phone the consumer will never get lost as it has the function of GPS (Global Positioning Service) used instead of a traditional road map, the GPS function on the mobile phone can give the user directions to their final destination, thus making the consumers experience easier and more enjoyable. (See attached Figure 3) In conclusion, the above essay effectively analysed the attached Samsung mobile advertisement, in terms of the type of advertisement, the psychological approach used and the specific target market to which the attached advertisement was aimed at. Varies comparisons was made to other existing mobile phone advertisements and their respective psychological approaches identified.

Key Factors of the Cuban Missile Crisis Essay

The Cuban missile crisis of October 1962 is said to be the closest the world has ever come to nuclear war, even now in present times when arms are both more advanced and somewhat dispensable. It was â€Å"the single most dangerous crisis of the cold war era† and centred around Cuba in which the Soviet Union were found by the United States to have secretly installed ballistic missiles. For fourteen days the fate of the world lay in the hands of the two superpower leaders, namely the President of the United States, John Fitzjerald Kennedy, and the leader of the Soviet Union, Nikita Khrushchev, while they deliberated whether or not to take military action against one another. Resolution of the crisis came about as a result of both leaders coming to an agreement that said missiles would be dismantled and military action would not be taken. Having said this there was conflict, tension and complication to endure prior to this agreement. It is important to have a background understanding of what brought about the crisis before describing the resolving factors leading up to settlement. Carroll Quighey described how the pattern of a classic diplomatic crisis has 3 stages which are confrontation, recognition and finally settlement and we shall look at the Cuban missile crisis with help from this pattern. As mentioned above, the first stage of a diplomatic crisis pattern is that of confrontation, described by Quighey as â€Å"a dispute- a power struggle in an area of conflict†. In the case of the Cuban missile crisis the power struggle was between the United States and the Soviet Union and the area of conflict was Cuba. At this time, the Premier of Cuba was Fidel Castro. Relations between Cuba and the United States were poor and on April 17th, 1961, John F. Kennedy authorised an attempt to overthrow the Cuban dictator in an event known as the Bay of Pigs invasion. Kennedy’s anti-Castro rebellion failed but made the Cuban dictator wary of another US attempt to invade or attack. It was then that the Soviet Union increased its support for Fidel Castro’s Cuban Regime and secretly installed the ballistic missiles in Cuba. Kennedy was left in the dark about the missiles until Tuesday 16th October. McGeorge Bundy, the President’s National Security Advisor, handed Kennedy photos taken secretly from U-2 planes which conveyed nuclear-armed missiles being set up on the island of Cuba by Soviet soldiers. It was concluded that said missiles were of an offensive nature and that action needed to be taken against this nuclear threat. John Gaddis suggested â€Å"it was the largest amphibious operation the Soviet Union had ever mounted†. When confronted Khrushchev claimed that it was a form of humanitarian aid and his intensions were â€Å"to save Castro’s revolution from another American invasion. Contrary to this is the opinion that the Soviet Union leader saw personal opportunity in the missile instalment as a means of amending the strategic imbalance between the Soviet Union and the United States. It was all part of the arms race and â€Å"the presence of Russian missiles in Cuba had drastically altered the balance of world powerâ€Å" . Having said this, Khrushchev did not want to start a war and allegedly stated of the Americans â€Å"Every idiot can start a war but it is impossible to win this war†¦therefore the missiles have one purpose- to scare themâ€Å". Whether motive for Cuban protection or self gain, the tension between the Americans and the Soviet Union worsened and Kennedy recognised that something would have to be done. This takes us into the next stage as described by Quighey- recognition. Kennedy was well aware that action needed to be taken to resolve the growing conflict between the two superpowers but was unsure as to whether to take the diplomatic or military route of resolution. John Gaddis claims that â€Å"early critics went as far as to say that he (Kennedy) would have risked a nuclear war rather than trade even worthless missiles in Turkey† yet as will be revealed they could not have been more wrong. Choosing to declare nuclear war against the Soviets would have brought global devastation. The American Political Science Review stated that â€Å"had the worst occurred, the death of 100 million Americans, over 100 million Russians, and millions of Europeans (as well) would make previous natural calamities and inhumanities appear insignificant†Alternatively Kennedy could choose not to act and allow the Soviets to continue their collection of nuclear weapons yet this would mean that there would always be concern and uncertainty that the Soviet Union would attack at a later date. There was also concern that should he not confront the Soviets and allow multiplication of arms in Cuba to continue there would be a backlash from the many countries of the Western Hemisphere whose safety would be in jeopardy. How the resolution of the crisis would come about was in the hands of the superpower leaders and Khrushchev was for a few days unaware both that the United States government knew the extent of weaponry which was kept in Cuba and that they had photographic evidence. Allegedly Georgi Bolshakov whom was relied upon by both leaders for highly sensitive communications â€Å"even lied to the President face to face on the 18th October (about the missiles) by which time John F. Kennedy knew what was happeningâ€Å". The fact that Khrushchev was unaware of how clued up Kennedy actually was gave the President the advantage of time to weigh up his options. In an attempt to come to a decision as to how all could be resolved, Kennedy called for a meeting with 14 of his most trusted associates and during their discussion they circled different strategies. This group was known as the â€Å"Ex Comm†. At this point his focus was on military options and how to mute the crisis for a period of time until they had made a plan. Khrushchev remaining in the dark gave them an advantage. The first was to do nothing and to ignore the missiles in Cuba but this was ruled out as Kennedy’s concern for a Soviet surprise attack at a later date was great. The second option was negotiation. The United States would remove their nuclear missiles from Italy and Turkey in return for the Soviet Union dismantling those missiles in Cuba. The third option was to invade Cuba in an attempt to overthrow Castro and in doing so ensure the Soviet Union could no longer use Cuba as a military base. This plan was too much a reminder of the Bay of Pigs invasion failure however and was also ruled out. In addition they discussed the option of a naval blockade whereby the United States would prevent Russian delivery of military equipment from reaching Cuba by using naval forces. Finally considered was the bombing of missile bases via an air strike as well as simply using nuclear weapons against Cuba and/or the Soviet Union yet each of these were unappealing and seemed more likely to result in failure than not. Gaddis describes how although the general consensus was in favour of an attack rather than a more diplomatic resolution, Kennedy could not be swayed. He secretly recorded his meetings and the tapes show him repeatedly pushing for a compromise by saying â€Å"we can’t very well invade Cuba when we could have gotten (the Soviet missiles) ut by making a deal on the same missiles in Turkey†. Further clarifying his unwillingness to invade was a statement he made following his public statement about the Soviet missiles in Cuba where he was quoted as saying â€Å"though a lot of people want to invade Cuba. I would be opposed to it today. † A naval blockade was eventually decided upon. Kennedy organised a line of US navy ships 500 miles off the Cuban coast- this line was labelled a â€Å"quarantine line†. The purpose of the quarantine line was to inhibit the delivery of nuclear arms from the USSR to the island. Once the decision had been made a speech was prepared by Theadore Sorensen, an associate of Kennedy, explaining to the world the reasons for why it was necessary for the quarantine line to be in place. Even although the majority of Americans were pleased with this decision, in many cities elsewhere Kennedy’s choice of action was unpopular. This resulted in demonstrations and protest about the possibility of nuclear war. Having said this, the U. S. S. R seemed to accept the blockade without lashing out. The first break in the tension-filled impasse came†¦when a dozen of the twenty five Russian ships en route to Cuba either altered or reversed their course Khrushchev and Kennedy contacted each other through letters. As mentioned previously Khrushchev did not want to enter a nuclear war and merely warned Kennedy against it as well. He wrote to Kennedy personally saying â€Å"be careful, as we both tug at the ends of the rope in which we have tied the knot of war† conveying that war was not what he had intended . On October 26th, after the naval blockade was put in place, Khrushchev wrote to Kennedy. In his letter he requested that the naval blockade be lifted and for Kennedy’s word that the United States would not invade Cuba. In return, the Soviet Union would dismantle and remove the missiles as well as stop shipments of weapons to Cuba. Carol Quighey described his letter as â€Å"long and confused† and stated that â€Å"its tone clearly showed his personal panic† . Merely a day later Khrushchev sent another letter demanding that the United States remove their nuclear bases in Turkey. Prior to replying to either, Kennedy consulted his brother, Attorney General Bobby Kennedy. Bobby is credited for â€Å"showing political astuteness needed to resolve the ever more complex situation† by Robin Cross. Bobby suggested that Kennedy reply only to the first letter and disregard the second. Thus therefore, Kennedy wrote to Khrushchev agreeing not to invade Cuba and to lift the naval blockade if the missile bases from Cuba were removed. On Saturday 27th October the Soviet Foreign Officer published a very different text that suggested a deal had been made not only to take down the missile bases in Cuba but also those in Turkey. Kennedy had replied only to the first letter and ignored the second request involving Turkey. Despite the fact that said Turkey bases were to be dismantled regardless of Soviet interest, the White House rejected this publication and stated that they would remove the naval blockade in exchange for removal of Soviet missiles in Cuba and promise not to invade Cuba. On the following Sunday, Khrushchev announced his acceptance. Work on missile sites was stopped and dismantled under careful observation of the UN. To conclude, ultimately Kennedy prevailed and resolved the deathly fear of a nuclear war from within Cuba. Walter Trohan wrote about the Cuban missile crisis in the New York Tribute in November 1962 that â€Å"for the first time in twenty years the Americans can carry their head high because the President of the United States has stood up to the Premier of Russia and made him back down†.

Summary of Drinking, a Love Story - 2443 Words

Part I: A. Introduction: Drinking, A Love Story, Written by Caroline Knapp: Is an insider’s story about fighting the battle of alcoholism and addiction, victoriously winning sobriety. Caroline Knapp fought her addiction for 20 years before becoming sober. â€Å"The Drink† as she called it, was her true love. The most beloved form being a good crisp dry white wine, but any form would do. She fell in love with alcohol at a young age and loved everything about it. The smell, the sound of a cork being pulled from a bottle, the cold liquid anesthesia running down the back of her throat after a long day at the office, the routine of drinking, but most of all she loved the way alcohol made her feel. Alcohol was the one thing for a very long time†¦show more content†¦She said these things to really more or less convince herself that they were true when panic started to take over. Her love affairs with multiple men, the articles she wrote for The Boston Herald, the ever mounting empty bottles of cognac told a different story. When she wasn’t focused on drinking, her addiction turned to self-loathing in a different form of control. Anorexia. At her lowest weight of 80 pounds, she had gone through months of using food and exercise as forms of self-control, much like the way she used alcohol in the most destructive way, she was trying to cure, medicate or eliminate the feelings of self-hatred, shyness and anxiety that loomed over her like a dark cloud. The patterns of dysfunctional relationships, drinking to get drunk, drunk driving, and black outs continued for Caroline until her parents died. First her father, a tragic death from a brain tumor, which at first led her to boozing to cope with the feelings, then a year later her mother died of lung cancer. After these devastating events took place, it was a phone call from her twin sister Becka, and knowing that therapy alone or coupled with AA weren’t enough to break her physical and emotional addiction with alcohol, thatShow MoreRelatedLooking for Alaska Book Review1001 Words   |  5 PagesLooking For Alaska by John Green. This book is divided into two sections, Before and After. Summary Before. â€Å"Francois Rabelais. He was a poet. And his last words were ‘’I go to seek a Great Perhaps.’’ That’s why I’m going. So I don’t have to wait until I die to start seeking a Great Perhaps.† Sixteen-year-old Miles (Pudge) Halter’s life has been devastatingly dull. He has no friends, no girls and no adventures, except for an obsession over the last words of dead famous people. AndRead MoreThe Life and Times of a Philosopher of Flappers Essay696 Words   |  3 PagesThe Roaring Twenties was a time renowned for partying, drinking, and a time without war. F. 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The rights to British citizenship - Free Essay Example

Sample details Pages: 7 Words: 1993 Downloads: 9 Date added: 2017/06/26 Category Law Essay Type Essay any type Did you like this example? Question A I am asked to advise a number of parties in relation to their right to British citizenship. From the statement of facts, it is clear that all the parties are related by way of family to a British father, Andrew. In relation to his wife Barbara, a Canadian national, the most appropriate course of seeking British citizenship would be to seek naturalisation as a British citizen in accordance with section 6 and schedule 1 of the British Nationality Act 1981. Don’t waste time! Our writers will create an original "The rights to British citizenship" essay for you Create order Under these legislative provisions, there are a number of requirements that one must meet in order to be naturalised as a British citizen. Additionally, these requirements are different for Barbara’s circumstances, as she is seeking naturalisation as the wife of a British citizen. These include: Being of good character; A sufficient knowledge of English; A knowledge of life in the United Kingdom; Being the husband/wife/civil partner of a British citizen at the time the application was lodged; A requirement of UK residency for three years preceding the date of the application (and not being outside the UK for 90 days during this period).[1] Upon analysis of these stringent legislative requirements, it is clear that Barbara could not be afforded naturalisation as a British citizen, as Barbara does not satisfy the three-year residency requirement. Additionally, Barbara does not meet the Crown service requirements which would allow for an exemption from the residency requirement rule.[2] Therefore, in order to be naturalised as a British citizen in this regard, one must already be living legally in the United Kingdom under some form of existing entry clearance, and then seek to become naturalised as a British citizen while still in the UK. There is no scope under section 6 of the British Nationality Act 1981 to seek exemption from this rule, and reliance upon earlier legislation, due to the marriage occurring prior to commencement of the 1981 Act. In regards to Catherine, Andrew’s daughter born in the UK in 1978, reliance must fall upon the Immigration Act 1971, given that Catherine’s birth pre-dates the commencement of the British Nationality Act 1981.[3] As such, it is important to consider the relevant provisions from the 1971 Act that concern Catherine’s circumstances. The 1971 Act mainly refers to the ‘right of abode’, and specifies that: All those who are in this Act expressed to have the right of abode in the United Kingdom shall be free to live in, and to come and go into and from, the United Kingdom without let or hindrance except such as may be required under and in accordance with this Act to enable their right to be established or as may be otherwise lawfully imposed on any person.[4] Additionally, the 1971 Act also specifies the substantive requirements to be granted the right of abode, and says: A person is under this Act to have the right of abode in the Isle of Man if- (a) he is a British citizen†¦[5] While this may seem to be an initially problematic and contradictory set of provisions, it is important to note that, prior to the commencement of the British Nationality Act 1981 in 1983, birth within the UK was sufficient in itself to grant UK citizenship onto a person. It was not until the 1981 Act was introduced that the rules relating to British citizenship became more challenging and restrictive. Therefore, due to the absence of any legislative provisions to the contrary, it can be concluded that Catherine can be registered as a British citizen, due to her being born in the UK prior to the commencement of more restrictive legislation in the early 1980s. In regards to Andrew’s second daughter, Deborah, who was born outside the UK in 1983, one must turn to the provisions of the British Nationality Act 1981. Given that Deborah is no longer a minor, and must now make an application for British citizenship of her own accord, she is unable to rely on the provisions relating to children born outside the UK.[6] As such, she must rely on the provisions relating to acquiring British citizenship by des cent, which are outlined in section 2 of the 1981 Act. The relevant legislation reads: A person born outside the United Kingdom and the qualifying territories after commencement shall be a British citizen if at the time of the birth his father or mother— (a) is a British citizen otherwise than by descent†¦[7] Given that it has been established that Andrew is a British citizen otherwise than by descent (i.e. he was born in the UK), it is clear that Deborah will be granted UK citizenship upon application. Question B There are processes that exist which allow a person, who has legally been in the United Kingdom for long enough, to apply to become a British citizen. The processes available differ depending on one’s circumstances. It would appear that, based upon Rizwan’s circumstances, the most appropriate method of applying to become a British citizen would be to seek naturalisation. This process is governed by the British Nationality Act 1981. Under these legislative provisions, there are a number of requirements that one must meet in order to be naturalised as a British citizen. These requirements are significantly different to those required of someone who is seeking naturalisation as a husband/wife/civil partner of a British citizen. These include: Being of good character; A sufficient knowledge of English; A knowledge of life in the United Kingdom; An intention to maintain their home in the United Kingdom; A requirement of UK residency for five years preceding the date of the application.[8] Obviously the first hurdle for Rizwan to overcome would be to meet these requirements. In terms of the residency requirement, it would appear that Rizwan meets this criterion, as the facts indicate he has already been in the UK for five years on a work permit. This is perhaps the most stringent criteria to overcome in the immigration process, and it appears that Rizwan passes it quite considerably. The remaining requirements seem to be more of a subjective determination to be made by an immigration official, such as being of sound mind and character. Perhaps the other most daunting task for Rizwan to overcome in order to seek British naturalisation would be to show that he has sufficient knowledge of life in the UK so as to live freely here. This knowledge is tested by way of a written test, which is presented in English. Generally, applicants must demonstrate that they are proficient at speaking and writing English at a certain standard before they will be permitted to sit the test, either by presentation of a certificate attesting to ESOL Level 3, or by undertaking a course to attain same.[9] The test consists of 24 questions which are drawn from information presented in the publication â€Å"Life in the UK: A Journey to Citizenship†, available from the Stationary Office.[10] Thus, Rizwan would need to be proficient in the information contained in this publication before sitting the test, in order to maximise his chances of passing the test first time. Additionally, Rizwan would be responsible for paying the  £34 fee for the test.[11] Upon successful completion of the test, Rizwan will receive a pass notification letter which he can then attach to his application for British naturalisation on form AN, as proof that he has passed the knowledge of UK life test. The test should be completed before a formal application is submitted. In summary, the procedures for Rizwan applying to become naturalised as a British citizen are relatively straightfo rward. It is assumed that, as Rizwan has five years of working experience, he will have some understanding of the English language. Additionally, he may also have some practical knowledge of life in the UK, which will help come time to undertake the UK life knowledge test. There is every likelihood that Rizwan’s application will be approved, provided he adheres to the strict procedures of applying to do so. Question C A question has been raised as to whether British immigration law takes sufficient account of a British resident’s wishes to maintain their family life in the UK. In order to make such an assessment, it is fundamentally important to consider the relevant legislative provisions relating to the issue. Firstly, it is important to note that, in order to become naturalised as a British citizen where one has no marital link to the UK, one must prove that there is sufficient intention to maintain their home in the United Kingdom.[12] This represents not so much a wish but a requirement. However, if one was to attempt to naturalise as a British citizen, with a marital link to the UK (e.g. husband or wife), the standards are a little more relaxed. There is no specification for a requirement that says one must maintain their home in the UK after naturalisation,[13] thus indicating a gap in the law in regards to this. Essentially, it appears that the law is significantly more restrictive on those who are seeking naturalisation who come from overseas, without a UK link, rather than those that have effectively married into the UK. While people in either circumstances may already have entry clearance and, possibly, indefinite leave to remain in the UK, the law does take into account an foreign British resident’s wishes to maintain family life in the UK, whereas it does not for those that have (effectively) already started a family with a UK spouse. The above mentioned scenarios highlight key comparative examples of particular times where the UK immigration law can conflict in relation to taking into account one’s wishes to maintain a family life in the UK. It is also important to consider relevant provisions of the Immigration Rules in order to make a more substantive determination. Perhaps one of the most key provisions in the Immigration Rules on this issue is in relation to spouses who intend to enter and remain in the UK with their partner. Under Rule 281(iii), there is a requirement that the two persons who seek to have the spousal status approved for entry will permanently live together following the approval of such a status. It also prescribes for the marriage to be â€Å"subsisting†,[14] in other words that it continues to flourish and work. This promotes the idea that the two people will maintain a family life in the UK. In summary, while the immigration law can be conflicting in some circumstances, it is clear that it does take sufficient account of a person’s wishes to main tain family life in the UK upon being granted leave to remain. The law in fact requires, in many circumstances, that people do so in order to be continually granted leave to remain in the UK, or even granted entry at all in some instances. It would be difficult to contend that the law does not provide for maintenance of family life based on the few examples (of many) that exist in UK immigration law. Bibliography Books Clayton, G, Textbook on Immigration and Asylum Law (2004), London: Oxford University Press Jackson, D.C., and Warr, G (eds), Immigration Law and Practice (2001), London: Sweet and Maxwell Karatani, R, Defining British Citizenship: Empire, Commonwealth and Modern Britain (2003), London: Frank Cass MacDonald, I.A., and Webber, F (eds), Immigration Law and Practice in the United Kingdom (2005, 6th ed), London: LexisNexis Butterworths Legislation British Nationality Act 1981 Immigration Act 1971 Other Sources Border and Immigration Service, ‘Knowledge of Life in the UK’ (2007) lt;https://www.ind.homeoffice.gov.uk/applying/nationality/knowledgeoflifeintheukgt; at 18 April 2007 1 Footnotes [1] British Nationality Act 1981, sch 1 paras 3-4. [2] British Nationality Act 1981, sch 1 paras 3-4. [3] British Nationality Act 1981, s 1. [4] Immigration Act 1971, s 1(1). [5] Immigration Act 1971, s 2(1). [6] British Nationality Act 1981, s 3. [7] British Nationality Act 1981, s 2(1). [8] British Nationality Act 1981, sch 1 paras 5-6. [9] Border and Immigration Service, ‘Knowledge of Life in the UK’ (2007) lt;https://www.ind.homeoffice.gov.uk/applying/nationality/knowledgeoflifeintheukgt; at 18 April 2007. [10] Ibid. [11] Ibid. [12] British Nationality Act 1981, sch 1 para 5. [13] British Nationality Act 1981, sch 1 para 3. [14] Immigration Rules, rule 281(iii).