Success as on Ongoing Process

In addition to perceiving success as an ongoing process, motivational writers such as Norman Vincent Peale, and more recently, Michael Korda and John T. Molloy, have emphasized the importance of self-confidence in one's abilities as being a key feature of success. Such confidence is the result of faith and positive thinking, according to Peale, while Korda and Molloy downplay faith (at least in Peale's Biblical sense) and instead celebrate the "me" factor in success. For example, Korda and Molloy both disassociate morality from success, and substitute instead a philosophy which celebrates the end result of personal success ("me-centered") with less regard as to how it was achieved.

All three motivational writers, however, emphasize the relative nature of success. Peale writes, "Do not be awestruck by other people and try to copy them. Nobody can be you as efficiently as YOU can" (16), thus downplaying unrealistic comparisons with those who may achieve more than you. In his chapter on success and failure as oppos

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ic beverage industry is full of subliminal manipulation aimed at specific demographics. This survey of advertising from the alcoholic beverage industry will demonstrate that very specific segments of the drinking (and non-drinking) population have been skillfully targeted in an attempt by the industry to make us buy their products. A hip, young group of beer drinkers who can afford to pay a bit more for their beer would identify with a Heineken beer ad, for example, while an older, more laid-back, "establishment" group would identify with the ambience presented in a Jack Daniel's ad. A look at both of these advertisements, and other similar alcohol "pitches," will show the importance of identification with a product to its success in the marketplace. In addition, sometimes an advertiser will ask its buying audience to fill in thoughts as a means of becoming cognitively involved in an advertisement. A Heineken's check list of options on an otherwise sparsely laid out page attempts to draw the observer into the ad itself. In a similar manner, Absolut vodka ads attempt to draw the consumer into changing portraits of vodka bottles in varying degrees of disguise--one must "get," or complete the visual puns, if one is to identify
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Approximate Word count = 2344
Approximate Pages = 9 (250 words per page)

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