10 Sep After watching the movie Gomorrah write your observation: what did you know about this criminal organization before? Have you changed your point of view after lectures 2 and 3 on th
ANSWER BOTH QUESTIONS USING PROOF FROM THE BOOKS ONE TO THREE
Q1. After watching the movie Gomorrah write your observation: what did you know about this criminal organization before? Have you changed your point of view after lectures 2 and 3 on this topic? Write 200/350 words.
Q2. Lila stays and Elena leaves, South and North in Italy clashes in the 1960s, but following your readings and the lecture who and how do you think is changing her role and emancipating from the male figure, between the two girls? Write your thoughts (200/350 words).
MARKETING INSIGHTS 4
Marketing Insights
Author’s Name:
Institutional Affiliation
Course Name:
Professor’s Name:
Date:
Marketing Insights
1. What are the advantages and disadvantages of using celebrities in marketing campaigns?
Advantages
Celebrities draw attention and marketing campaigns have the inherent objective of drawing attention to the brand and the product in hand (Fernández Gómez et al., 2021). Being public figures who majority of the population can relate with, celebrities can help most of the target audience relate with a product.
Through effective segmentation, a celebrity can help a brand establish a new niche market. For instance, by signing Michael Jordan, Nike was able to make inroads into the NBA market and launching many products for millions of the NBA fans around the world.
By using a respected celebrity, a brand can be able to build credibility in the market. Celebrities with statesman like status have the potential to induce trust in the audience and improve the credibility of the product. Such include respected athletes, movie and Tv stars and artists.
Disadvantages
One disadvantage of relying on a celebrity for a marketing campaign is that the effectiveness of that campaign is tied to the image and credibility of the celebrity. In the event the celebrity is found in a scandal, the marketing campaign immediately becomes ineffective. Recently, a soccer player was found assaulting a pet in the UK and Adidas was forced to suspend its sponsorship with the athlete
Secondly, it’s not necessarily that the marketing campaign will be effective (Fernández Gómez et al., 2021). Some celebrity endorsement with significant budgets flopped forcing the brands to suspend the marketing campaigns. This leads to loss for the company.
2. What are the potential risks?
Scandal – being public figures, the reputational risks are very high. By using a celebrity for marketing campaign, a branding is also adopting the reputational risk placed on the celebrity’s brand (Jin & Muqaddam, 2021). A celebrity found in a scandal, like they sometimes do, can ruin the marketing campaign and the investment.
Overshadowed – some celebrities are so popular that using them for marketing campaign will not help the brand get the recognition it desires rather the audience will focus on the celebrity rather than the product. The brand equity that is supposed to come out of it never materializes.
Bad publicity – Cristiano Ronaldo, the Soccer superstar, removed a coca cola bottle placed on the table at his media conference and told the reporters to drink water instead. The company’s capitalization dropped by $4 billion the following day as a result. A global icon can ruin the brand equity of a company through unconscious actions (Lunardo et al., 2015).
3. Discuss an example of a negative celebrity endorsement and how the company responded. Do you agree with the company’s response? What else could the company have done?
LeBron James, the NBA superstar is one of the most followed athletes in the world and has got a lot of brand power. With millions of followers across twitter, Facebook and Instagram, his endorsement or lack of it has significant ramifications for any brand. Sometimes back, LeBron tweeted about a fault in his Samsung galaxy note III. This tweet alone was visible to over 40 million of his twitter followers, affecting the brands position across the world. This was at a point Samsung was keen to overtake Apple, especially in the US market. LeBron had been the biggest Samsung endorser during the 2014 summer and this tweet had a negative impact on the campaign. The company didn’t respond through their official channels but used LeBron’s platform in his own words to undo the damage by saying he had been able to restore his phone back to normalcy (Lunardo et al., 2015). I think the response of the company was perfect, given that, in his original tweet, LeBron hadn’t mentioned the name Samsung and the audience were not aware of which phone he had been talking about. Therefore, by the company choosing to let it slide, the audience were not able to turn the attention on what phone the tweet was talking about rather remained keen to focus on the superstar. That was effective damage control.
References
Fernández Gómez, J. D., Pineda, A., & Gordillo-Rodriguez, M.-T. (2021). Celebrities, Advertising Endorsement, and Political Marketing in Spain: The Popular Party’s April 2019 Election Campaign. Journal of Political Marketing, 1–26. https://doi.org/ 10.1080/15377857.2021.1950099
Jin, S. V., & Muqaddam, A. (2021). “Fame and Envy 2.0” in luxury fashion influencer marketing on Instagram: comparison between mega-celebrities and micro-celebrities. International Journal of Internet Marketing and Advertising, 15(2), 176. https://doi.org/ 10.1504/ijima.2021.10036968
Lunardo, R., Gergaud, O., & Livat, F. (2015). Celebrities as human brands: an investigation of the effects of personality and time on celebrities’ appeal. Journal of Marketing Management, 31(5-6), 685–712. https://doi.org/ 10.1080/0267257x.2015.1008548
NEAPOLITAN NOVELS: ELENA FERRANTE’S SOUTHERN ITALY SPRING 2022 PROF. ROSARIA PARRETTI
2
• Book One discussion
• Lecture
SAUL BASS INSPIRATION
TODAY01
BOOK ONE – OPEN DISCUSSION
LECTURE
Lila’s marriage: Stefano is violent and does business with the Solaras
Elena carries her studies on. She dates Antonio.
Antonio military service: Elena, with Lila’s help, asks Solaras’ intervention. For this reason, Antonio breaks up with Elena, and Stefano (Lila’s husband) beats Lila.
Lila is pregnant but she loses her baby.
Elena is a student. The party at Prof. Galiani’s. Elena goes with Lila. Nino Sarratore is there, he is engaged with Sonia, the Professor’s daughter. Lila’s reaction after the party.
The vacation at Ischia.
BOOK TWO (1)
Who the Solaras are?
What can you tell me about them?
THE SOLARS
Who the Solaras are?
Silvio Solara – father – owner of the “pasticceria” bar
Manuela Solara – mother – loan shark (the “red notebook”)
Marcello – elder son (briefly engaged with Lila)
Michele – younger son (violent)
What can you tell me about them?
THE SOLARS
THE CONTEXT
Camorra starts as a criminal organization in the prisons of Naples in 1800s. Then it evolves and expands in the city.
Racket, extortion: the main activity of Camorra. City markets. Violence.
Illegal bets. Bribes. Prostitution (“protection”).
Neighborhood: Sanità, Quartieri Spagnoli.
Members: tattoos
Territory control.
1900s emigration
Source: https://www.bibliocamorra.altervista.org/
GUAPPO, IN F. BOURCARD, USI E COSTUMI DI NAPOLI E CONTORNI DESCRITTI E DIPINTI, NAPLES 1853-1858 , ILLUSTRATION BY SAVERIO ALTAMURA
CAMORRA THE CRIMINAL UNDERWORLD
Tom Behan: reading (pdf in the folder)
CAMORRA THE CRIMINAL UNDERWORLD
PIAZZA DEL PLEBISCITO
One of Italy’s oldest game
MORRA GAME
Bartolomeo Pinelli, Morra game in Rome, 1781- 1835
https://www.youtube.com/watch? v=3SLML63L9bQ
https://www.youtube.com/watch? v=w_Vv9WL1MMU
MORRA GAME
Naples capital of Kingdom of Two Sicilies
Borbone
One of the European cities with largest number of inhabitants for more than 3 centuries
Masses of impoverished and unemployed people vs nobles and clericals
1789 French Revolution = 1799 Neapolitan Republic (failed). Lack of power followed.
Camorra emerged in this lack of power between 1799-1815 before Borbone restoration
PAOLO ALBERTIS, FERDINANDO I ENTRANCE IN NAPLES IN 1815, NAPLES PALAZZO REALE MUSEUM
REASONS BEHIND CAMORRA IN NAPLES
Guappo illustration, 1853-1858
Guapparia 1914
Lyrics: Libero Bovio; music: Rodolfo Falvo
A famous “guappo” has lost his honor of “malavita man” for the love of a woman (Margherita)
One of most famous Neapolitan Songs
Mario Merola
https://www.youtube.com/watch? v=pzVfu9BVYVs
MARIO MEROLA, IN THE MOVIE “GUAPPARIA”, 1984
CAMORRA SONGS
Guapparia, 1914
List of songs inspired by Camorra
Theatre drama with songs
Developed in 1920s-1940s
The story told in a famous song becomes a drama.
Audience identifies with main characters on stage, who represents principal feelings
Characters: • Isso (Him): the positive hero, family man • Essa (Her): object of desire, weak, surrendering to villain’s courtship • O’ Malamente (villain): the “guappo”, or a coward.
Love, betrayal, honor, family links, sometimes criminal life. The end sees the fight between Isso and O’ Malamente. The positive hero wins.
Plot: after years in jail the hero comes home and discovers that his wife betrayed him with another (the villain). The hero fights for revenge, obtaining the community’s respect back.
Mario Merola traditional sceneggiata 1973:
MANETTI BROS, AMORE E MALAVITA, 2017
SCENEGGIATA NEAPOLITAN MEOLODRAMA
Naples harbor
Black market
Cigarets contraband (cigaret sales were Italian State Monopoly: taxes on retail price)
Cigarettes contraband in 1970s: movies and documentaries
Other camorra’s business:
Imposition of retail prices on agricultural products
Constructions
YESTERDAY, TODAY, TOMORROW, 1963 MOVIE BY VITTORIO DE SICA
CAMORRA’S BUSINESS AFTER THE WAR
Raffaele Cutolo – O’ Professore: (The Professor: when he was first in jail, he was the only one who could read and write).
Most of the time in jail. He controlled everything from there.
Organized the scattered groups into one organizations with a pyramid structure with a vertex. Control over the whole territory of Naples and outside the city. Exchange of favors.
Over 2000 members
1979-1983 War against those who refused to join the new organization. Killings and violence in Naples.
1980 Earthquake in Naples: reconstruction funds controlled by Cutolo and his affiliates
1983: Cutolo and over 450 members are arrested, more 400 others are under arrest warrant. It’s the end of NCO.
He died in 2021
RAFFAELE CUTOLO
NUOVA CAMORRA ORGANIZZATA 1970-1980
Don Rafaé – Fabrizio De André, 1991
https://www.youtube.com/watch? v=tVxcBsMqMVw
FABRIZIO DE ANDRÉ
RAFFAELE CUTOLO SONGS AND MOVIES
www.fabriziodeandre.it
Le traduzioni di Mark Worden qui presenti sono la trasposizione letterale in lingua inglese dei testi delle canzoni contenute nell’album. È severamente vietata la riproduzione del testo in tutto o in parte.
These are literal English translations by Mark Worden of Fabrizio De André’s lyrics. All rights reserved. Copyright © 2009 Nuvole Production S.r.l.
DON RAFFAÉ F. De André | M. Pagani | F. De André | M. Bubola © 1990 Universal Music Publishing Ricordi S.r.l. | Macù Ed. Musicali S.a.s. | Nuvole Ed. Musicali S.a.s. My name is Pasquale Cafiero and I’m a brigadier in the prison, alas, my name is Cafiero Pasquale and I’ve been at Poggio Reale since ’53 and after the hundredth bolt in the evening I’m a wreck luckily in the special wing there’s a genial man who talks with me. All day long with four vile characters bandits, gluttons, cuckolds and lackeys all the hours with this scum who spit threats and take it out on me but at the end I sit down comfortably I undo my buttons and I read the paper I get advice from Don Raffae’ he explains what I think and we drink our coffee. Oh, what great coffee they know how make it well even in prison with the recipe that Ciccirinella, a cell mate, was given by his mum. Front page, twenty pieces of news twenty-one injustices, and what does the State do, it is dismayed, it is angry, it commits itself and then it throws in the towel with great dignity, I rack my brain and I mop my brow, luckily there’s someone who answers me to that very important person I ask approval from Don Raffae’. A man of honour who has six children asked for a house and they give him advice while the councillor, may God forgive him, inside the caravan raises mink for you a move or a voice is enough that to this Christ they take off the cross with all due respect, it’s now three o’clock would you like a juice or a coffee.
Oh, what great coffee they know how make it well even in prison with the recipe that Ciccirinella, a cell mate, was given by his mum. Oh, what great coffee they know how make it well even in prison with the recipe of Ciccirinella, a cell mate, it’s just like his mum’s. Here there’s inflation, devaluation and who has the wallet has it and I don’t have anything but this salary and two numbers if I dream about dad. Add my daughter Innocenza who wants a husband but she is impatient I won’t ask you for mercy I’ll shave you, or you can do it yourself. You have a camel-hair overcoat and at the mafia trial you were the most handsome in a brown pinstripe suit that’s what it looked like on television for the wedding, I beg you, Your Excellency, if you could lend it to me to make me look good, I’ve already got the shoes and the waistcoat would you like a Campari or a coffee. Oh, what great coffee they know how make it well even in prison with the recipe that Ciccirinella, a cell mate, was given by his mum. Oh, what great coffee they know how make it well even in prison with the recipe of Ciccirinella, a cell mate, it’s just like his mum’s. Here there’s no longer dignity, the luxury prisons
www.fabriziodeandre.it
Le traduzioni di Mark Worden qui presenti sono la trasposizione letterale in lingua inglese dei testi delle canzoni contenute nell’album. È severamente vietata la riproduzione del testo in tutto o in parte.
These are literal English translations by Mark Worden of Fabrizio De André’s lyrics. All rights reserved. Copyright © 2009 Nuvole Production S.r.l.
DON RAFFAÉ F. De André | M. Pagani | F. De André | M. Bubola © 1990 Universal Music Publishing Ricordi S.r.l. | Macù Ed. Musicali S.a.s. | Nuvole Ed. Musicali S.a.s. My name is Pasquale Cafiero and I’m a brigadier in the prison, alas, my name is Cafiero Pasquale and I’ve been at Poggio Reale since ’53 and after the hundredth bolt in the evening I’m a wreck luckily in the special wing there’s a genial man who talks with me. All day long with four vile characters bandits, gluttons, cuckolds and lackeys all the hours with this scum who spit threats and take it out on me but at the end I sit down comfortably I undo my buttons and I read the paper I get advice from Don Raffae’ he explains what I think and we drink our coffee. Oh, what great coffee they know how make it well even in prison with the recipe that Ciccirinella, a cell mate, was given by his mum. Front page, twenty pieces of news twenty-one injustices, and what does the State do, it is dismayed, it is angry, it commits itself and then it throws in the towel with great dignity, I rack my brain and I mop my brow, luckily there’s someone who answers me to that very important person I ask approval from Don Raffae’. A man of honour who has six children asked for a house and they give him advice while the councillor, may God forgive him, inside the caravan raises mink for you a move or a voice is enough that to this Christ they take off the cross with all due respect, it’s now three o’clock would you like a juice or a coffee.
Oh, what great coffee they know how make it well even in prison with the recipe that Ciccirinella, a cell mate, was given by his mum. Oh, what great coffee they know how make it well even in prison with the recipe of Ciccirinella, a cell mate, it’s just like his mum’s. Here there’s inflation, devaluation and who has the wallet has it and I don’t have anything but this salary and two numbers if I dream about dad. Add my daughter Innocenza who wants a husband but she is impatient I won’t ask you for mercy I’ll shave you, or you can do it yourself. You have a camel-hair overcoat and at the mafia trial you were the most handsome in a brown pinstripe suit that’s what it looked like on television for the wedding, I beg you, Your Excellency, if you could lend it to me to make me look good, I’ve already got the shoes and the waistcoat would you like a Campari or a coffee. Oh, what great coffee they know how make it well even in prison with the recipe that Ciccirinella, a cell mate, was given by his mum. Oh, what great coffee they know how make it well even in prison with the recipe of Ciccirinella, a cell mate, it’s just like his mum’s. Here there’s no longer dignity, the luxury prisons
www.fabriziodeandre.it
Le traduzioni di Mark Worden qui presenti sono la trasposizione letterale in lingua inglese dei testi delle canzoni contenute nell’album. È severamente vietata la riproduzione del testo in tutto o in parte.
These are literal English translations by Mark Worden of Fabrizio De André’s lyrics. All rights reserved. Copyright © 2009 Nuvole Production S.r.l.
DON RAFFAÉ F. De André | M. Pagani | F. De André | M. Bubola © 1990 Universal Music Publishing Ricordi S.r.l. | Macù Ed. Musicali S.a.s. | Nuvole Ed. Musicali S.a.s. My name is Pasquale Cafiero and I’m a brigadier in the prison, alas, my name is Cafiero Pasquale and I’ve been at Poggio Reale since ’53 and after the hundredth bolt in the evening I’m a wreck luckily in the special wing there’s a genial man who talks with me. All day long with four vile characters bandits, gluttons, cuckolds and lackeys all the hours with this scum who spit threats and take it out on me but at the end I sit down comfortably I undo my buttons and I read the paper I get advice from Don Raffae’ he explains what I think and we drink our coffee. Oh, what great coffee they know how make it well even in prison with the recipe that Ciccirinella, a cell mate, was given by his mum. Front page, twenty pieces of news twenty-one injustices, and what does the State do, it is dismayed, it is angry, it commits itself and then it throws in the towel with great dignity, I rack my brain and I mop my brow, luckily there’s someone who answers me to that very important person I ask approval from Don Raffae’. A man of honour who has six children asked for a house and they give him advice while the councillor, may God forgive him, inside the caravan raises mink for you a move or a voice is enough that to this Christ they take off the cross with all due respect, it’s now three o’clock would you like a juice or a coffee.
Oh, what great coffee they know how make it well even in prison with the recipe that Ciccirinella, a cell mate, was given by his mum. Oh, what great coffee they know how make it well even in prison with the recipe of Ciccirinella, a cell mate, it’s just like his mum’s. Here there’s inflation, devaluation and who has the wallet has it and I don’t have anything but this salary and two numbers if I dream about dad. Add my daughter Innocenza who wants a husband but she is impatient I won’t ask you for mercy I’ll shave you, or you can do it yourself. You have a camel-hair overcoat and at the mafia trial you were the most handsome in a brown pinstripe suit that’s what it looked like on television for the wedding, I beg you, Your Excellency, if you could lend it to me to make me look good, I’ve already got the shoes and the waistcoat would you like a Campari or a coffee. Oh, what great coffee they know how make it well even in prison with the recipe that Ciccirinella, a cell mate, was given by his mum. Oh, what great coffee they know how make it well even in prison with the recipe of Ciccirinella, a cell mate, it’s just like his mum’s. Here there’s no longer dignity, the luxury prisons
www.fabriziodeandre.it
Le traduzioni di Mark Worden qui presenti sono la trasposizione letterale in lingua inglese dei testi delle canzoni contenute nell’album. È severamente vietata la riproduzione del testo in tutto o in parte.
These are literal English translations by Mark Worden of Fabrizio De André’s lyrics. All rights reserved. Copyright © 2009 Nuvole Production S.r.l.
DON RAFFAÉ F. De André | M. Pagani | F. De André | M. Bubola © 1990 Universal Music Publishing Ricordi S.r.l. | Macù Ed. Musicali S.a.s. | Nuvole Ed. Musicali S.a.s. My name is Pasquale Cafiero and I’m a brigadier in the prison, alas, my name is Cafiero Pasquale and I’ve been at Poggio Reale since ’53 and after the hundredth bolt in the evening I’m a wreck luckily in the special wing there’s a genial man who talks with me. All day long with four vile characters bandits, gluttons, cuckolds and lackeys all the hours with this scum who spit threats and take it out on me but at the end I sit down comfortably I undo my buttons and I read the paper I get advice from Don Raffae’ he explains what I think and we drink our coffee. Oh, what great coffee they know how make it well even in prison with the recipe that Ciccirinella, a cell mate, was given by his mum. Front page, twenty pieces of news twenty-one injustices, and what does the State do, it is dismayed, it is angry, it commits itself and then it throws in the towel with great dignity, I rack my brain and I mop my brow, luckily there’s someone who answers me to that very important person I ask approval from Don Raffae’. A man of honour who has six children asked for a house and they give him advice while the councillor, may God forgive him, inside the caravan raises mink for you a move or a voice is enough that to this Christ they take off the cross with all due respect, it’s now three o’clock would you like a juice or a coffee.
Oh, what great coffee they know how make it well even in prison with the recipe that Ciccirinella, a cell mate, was given by his mum. Oh, what great coffee they know how make it well even in prison with the recipe of Ciccirinella, a cell mate, it’s just like his mum’s. Here there’s inflation, devaluation and who has the wallet has it and I don’t have anything but this salary and two numbers if I dream about dad. Add my daughter Innocenza who wants a husband but she is impatient I won’t ask you for mercy I’ll shave you, or you can do it yourself. You have a camel-hair overcoat and at the mafia trial you were the most handsome in a brown pinstripe suit that’s what it looked like on television for the wedding, I beg you, Your Excellency, if you could lend it to me to make me look good, I’ve already got the shoes and the waistcoat would you like a Campari or a coffee. Oh, what great coffee they know how make it well even in prison with the recipe that Ciccirinella, a cell mate, was given by his mum. Oh, what great coffee they know how make it well even in prison with the recipe of Ciccirinella, a cell mate, it’s just like his mum’s. Here there’s no longer dignity, the luxury prisons
www.fabriziodeand
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