Saturday, April 11, 2020

Early Netherlandish Painting Triptych of Madonna and Child with Angels; Donor and His Patron Saint Peter Martyr; and Saint Jerome and His Lion by the Master of the Legend of Saint Lucy

Early Netherlandish Painting: Triptych of Madonna and Child with Angels; Donor and His Patron Saint Peter Martyr; and Saint Jerome and His Lion by the Master of the Legend of Saint LucyAdvertising We will write a custom research paper sample on Early Netherlandish Painting: Triptych of Madonna and Child with Angels; Donor and His Patron Saint Peter Martyr; and Saint Jerome and His Lion by the Master of the Legend of Saint Lucy specifically for you for only $16.05 $11/page Learn More Introduction The period of 1420-1550 in the European art is characterized by the development of the early Netherlandish painting. In their works, the early Netherlandish painters focused on the religious motives and the sacred plots and subjects. These elements became the typical features of the early Netherlandish or Flemish painting. The artists chose the complex forms of diptychs and triptychs in order to depict the religious objects, symbols, and images. The most famous N etherlandish artists belonging to the painting school are Jan van Eyck, Hans Memling, and Gerard David1. Nevertheless, to analyze the particular features of the early Netherlandish religious painting, it is necessary to pay attention to Triptych of Madonna and Child with Angels; Donor and His Patron Saint Peter Martyr; and Saint Jerome and His Lion painted by the anonymous author known as the Master of the Legend of Saint Lucy because of his work in Saint James’ Church in Bruges. The triptych can be discussed as one of the most characteristic representations of Madonna in the early Netherlandish painting which was reflected in the works of the other Netherlandish painters; that is why, the analysis of this work is important to understand the particular features if the early Netherlandish religious painting. The Description and Analysis of the Painting In spite of the fact, the author of Triptych of Madonna and Child with Angels is anonymous, the researchers are inclined to ag ree that the works of the author of the Legend of Saint Lucy in Saint James’ Church in Bruges can be characterized by a lot of features which help distinguish the author’s paintings and speak about the characteristics of the artist’s hand. These characteristics are the usage of intense and contrast colors, strict compositions, and the focus on expressionless faces2. Triptych of Madonna and Child with Angels; Donor and His Patron Saint Peter Martyr; and Saint Jerome and His Lion is an oil painting made on the oak panels. It is possible to admit that the work was painted before 1483. Triptychs were the typical form for the early Netherlandish painters to represent the religious plots in symbolic and sacred paintings3. The triptych depicts Madonna with a child as the central figures and Saints Peter and Jerome as the side figures of the painting. Thus, the idea of the triptych is presented clearly, and the principles of the strict compositions are followed.Advertis ing Looking for research paper on art and design? Let's see if we can help you! Get your first paper with 15% OFF Learn More Each part of the triptych represents two figures. The central figures are Madonna and Christ, the left figures are the donor and Saint Peter Martyr, and right figures are Saint Jerome and the lion. It is rather easy to recognize the figures because of much detail provided. Madonna as the main figure of the triptych is depicted with Christ sitting on the throne. Madonna’s position accentuated the importance of the figure in the triptych. Being depicted in the centre of the panel, Madonna is rounded by two angels portrayed rather symmetrically while standing at the left and right sides in relation to Madonna. Thus, Madonna is dressed in red clothes, and the symbolic dark blue mantle reflects the clothing typical for a lot of Madonna’s images presented in paintings. Christ is depicted naked, and it seems that his right hand is reaching to the flower in the hand of one angel. The other angel is depicted as reading sacred texts. The faces of the figures have the extremely oval shape, and they are rather expressionless. These features are discussed as the characteristic of the artist’s style in painting. The composition of the central panel makes the audience think about the placid religious picture. The donor and Saint Peter are depicted on the left panel of the triptych. The donor is kneeling in prayer and looking at Madonna, and Saint Peter is placing the hand on the donor’s shoulder and is holding the sword in the other hand. The representation of the sword as the certain symbol accentuates the protective role of Saint Peter. The donor and Saint Peter are dressed in black clothes to present their religious roles. It is possible to see the contours of some religious buildings at the background of the left panel. Thus, the artist uses the elements of the two dimensional technique. On the right panel, Saint Jerome is depicted with a lion. Saint Jerome is holding a book in one hand. The lion is snuggling to the saint, and it is holding the saint’s other hand. The background is presented in soft and naturalistic green colors. Saint Jerome is dressed in red clothes which reflect Madonna’s clothes in relation to the color and its intensity.Advertising We will write a custom research paper sample on Early Netherlandish Painting: Triptych of Madonna and Child with Angels; Donor and His Patron Saint Peter Martyr; and Saint Jerome and His Lion by the Master of the Legend of Saint Lucy specifically for you for only $16.05 $11/page Learn More It is possible to note that the artist paid much attention to the colors presented in the triptych. The most vivid colors are characteristic for the dresses of Madonna. Thus, Madonna’s clothing is depicted in deep and intense bold colors. The mantle is dark blue to accentuate Madonna’s integri ty. Saint Jerome is also dressed in deep red clothes. The white clothes are typical for two angels presented on the central panel and for the drapery of Christ. The white color is associated with purity and this symbolic meaning is depicted with the help of the color in the painting. The gold colors are used to depict the throne on which Madonna is sitting. Thus, all the main colors typical for religious paintings are presented in the triptych4. However, it is important to note that the artist is inclined to utilize the intense bold colors, and different tones are used to emphasize the deepness of the basic color. The figures and objects depicted in the triptych are rather realistic in their features, but the lack of balance in the figures’ sizes can be observed. Moreover, the figure of Madonna is accentuated, and it is presented in the centre of the main panel providing the centre for the whole symmetrical composition. The painter focuses on the central figure of Madonna mak ing the other figures be turned to Madonna and Christ while looking at them. The Historical Framework and Relation to the Other Paintings The Master of the Legend of Saint Lucy is discussed as one of the most significant early Netherlandish painters. As the other painters working during the period, the Master of the Legend of Saint Lucy concentrated in his works on the religious plots and provided the depiction of symbols along with the realistic objects to emphasize the connection of the religion and the real everyday life5. The subject of the triptych is the representation of Madonna with Christ accentuating their purity, integrity, and their influential religious role with providing them as the central figures of the triptych in comparison with the figures of saints depicted. The composition with the centralized figure of Madonna was typical for the iconography of the period. Moreover, triptychs were usually used by the early Netherlandish painters to represent the definite relig ious subjects and plots. The image of Madonna was portrayed in many paintings accompanied with different figures6.Advertising Looking for research paper on art and design? Let's see if we can help you! Get your first paper with 15% OFF Learn More The Master of the Legend of Saint Lucy chose the figures of Saint Peter and Saint Jerome to portray them in the triptych. It is important to pay attention to the symbols depicted along with the figures of saints. These symbols could be easily recognized by the audience basing on the religious legends and stories, and they helped determine the personalities of the saints presented. Thus, Saint Peter is depicted with the symbolic sword used to protect Christ, and Saint Jerome is depicted with a lion which is snuggling to the saint to demonstrate his obedience because, according to the legend, Saint Jerome helped the lion remove a thorn from the paw. It is important to note that the question of patronage is closely associated with the work by the Master of the Legend of Saint Lucy. The figures of saints and a donor in the triptych are identified with references to the symbolic objects accompanied these figures7. The tradition to use symbolic objects is characteristic for the early Neth erlandish painters. The idea of the religious triptych with accentuating the central figure is typical for many Netherlandish painters. Referring to the works which were painted earlier than the work by the Master of the Legend of Saint Lucy, it is necessary to pay attention to Hans Memling’s oil triptych made on wood known as Last Judgment (1466-1473). Many researchers agree that Hans Memling’s works influenced the style of the Master of the Legend of Saint Lucy significantly8. Moreover, the elements of the Spanish painting school are also observed in relation to the artist’s works. It is possible to compare the Master of the Legend of Saint Lucy and Hans Memling’s works because the artists used the similar techniques, the colors are compared in relation to their deepness and usage of tones, the depiction of figures is also similar. However, it is also possible to discuss the impact of the triptych painted by the Master of the Legend of Saint Lucy on the works of the other painters belonging to the early Netherlandish school of painting. Thus, Gerard David’s The Virgin among the Virgins (1509) in its composition, figure of Madonna, her face expression, figure of Christ, and clothes is similar to Triptych of Madonna and Child with Angels9. The Master of the Legend of Saint Lucy specialized in painting the religious works, but the discussed triptych took a special position in the artist’s career because it is possible to speak about reflecting the artist’s style and manner of depicting Madonna in the works of the other painters. The triptych is significant because of the subject chosen to depict as the main one and because of the associated elements. Thus, the work was created under the influence of the social tendencies and reflected the importance of the religious motives and sacred subjects in the people’s life. That is why, the presentation of many symbolic objects at the background of rather real thin gs was characteristic for the early Netherlandish painting as the combination of the secular and sacred worlds. The work by the Master of the Legend of Saint Lucy reflects the main tendencies in art influenced by the definite historical conditions typical for the period of 1420-1550. The main patron of the arts at the territories was Philip the Good. He supported the works made according to the naturalistic trends and sacred works accentuating with the help of definite symbols. Moreover, the orientation to both sacred and secular worlds along with the naturalistic details led to the combination of these elements in painting. The patronage of monarchs and their interests in art contributed to the development of the painting school, and the early Netherlandish painters received the opportunity to develop their approaches to presenting the symbolic sacred world along with naturalistic pictures and portraits10. Much attention was paid to details that is why the early Netherlandish paint ers are characterized by meticulousness which is also typical for the work painted by the Master of the Legend of Saint Lucy. Thus, the historical conditions in which the triptych was created can be discussed as rather favorable. Conclusion The triptych painted by the Master of the Legend of Saint Lucy is the example of the traditional early Netherlandish painting with references to the religious motives and subjects used. The role of the Master of the Legend of Saint Lucy in developing the early Netherlandish painting school is significant because the artist not only followed the set standards but he also contributed to the development of the deeper mergence of the sacred and secular elements in the works of the early Netherlandish painters as it is possible to note with references to the later works painted by Gerard David. References Ainsworth, M. (2005). Intentional alterations of early Netherlandish paintings. Metropolitan Museum Journal, 40(10), 51-65. Gardner, H., Kleiner, F . (2009). Gardner’s art through the ages: A global history. USA: Cengage Learning. Hand, J., Wolff, M. (1986). Early Netherlandish Painting. USA: Cambridge University Press. Harbison, C. (1984). Realism and Symbolism in early Flemish painting. The Art Bulletin, 66(4), 588-602. Lane, B. (1988). Sacred versus profane in early Netherlandish painting. Simiolus: Netherlands Quarterly for the History of Art, 18(3), 106-115. Veen, H. (2005). Early Netherlandish paintings: Rediscovery, reception, and research. Netherlands: Amsterdam University Press. Footnotes 1 M. Ainsworth, Intentional alterations of early Netherlandish paintings, Metropolitan Museum Journal, 40(10), 2005: 53. 2 C. Harbison, Realism and Symbolism in early Flemish painting, The Art Bulletin, 66(4), 1984: 589. 3 B. Lane, Sacred versus profane in early Netherlandish painting, Simiolus: Netherlands Quarterly for the History of Art, 18(3), 1988: 110. 4 Lane, 1988, 111-112. 5 Harbison, 1984, 590. 6 Lane, 1988, 113. 7 H. Veen, Early Netherlandish paintings: Rediscovery, reception, and research (Netherlands: Amsterdam University Press, 2005), 219-220. 8 Ibid., 223. 9 J. Hand M. Wolff. Early Netherlandish Painting (USA: Cambridge University Press, 1986), 180-186. 10 H. Gardner F. Kleiner, Gardner’s art through the ages: A global history (USA: Cengage Learning, 2009), 637. This research paper on Early Netherlandish Painting: Triptych of Madonna and Child with Angels; Donor and His Patron Saint Peter Martyr; and Saint Jerome and His Lion by the Master of the Legend of Saint Lucy was written and submitted by user Michaela Reeves to help you with your own studies. You are free to use it for research and reference purposes in order to write your own paper; however, you must cite it accordingly. You can donate your paper here.

Tuesday, March 10, 2020

Beowulf Research Paper Essays

Beowulf Research Paper Essays Beowulf Research Paper Essay Beowulf Research Paper Essay Essay Topic: Beowulf Im doing my three page research paper over Beowulf, the story of a warrior from ancient times when monsters, goblins, and demons still plagued the Earth that we live on still today. Beowulf was a tall tale told for many, years to children before they fell asleep at night. Its a story that has been around from 720-796 a. d. And hasnt gotten old yet, because it inspires people and tells people what real hero’ s are capable of and what theyre made of and the limits they can surpass all on their own will and strength. Beowulf isnt just a play, a movie, or a video game. ts also a poem that is considered to be the longest and most amazing poems in existence in Old English. It has been taken care of in the Cotton Vitellius A XV manuscript, in the British Museum, which was written around 1000 years ago scientists do believe. Scientists have not found a literary source for the amazing story of Beowulf. Many of the characters in Beowulf belong to the Germanic tradition of storytelling t hat has been shared throughout the years. The story of Beowulf, however, goes something along the lines of this.. Beowulf begins with a history of the great Danish King Scyld. King Hrothgar, Scyld’s great-grandson, is well loved by his people and successful in war. He builds a lavish hall, called Heorot, to house his vast army, and when the hall is finished, the Danish warriors gather under its roof to celebrate. Now Grendel is a monster who lives at the bottom of a nearby swamp, and is provoked by the singing and celebrating of Hrothgars friends, family, and followers. He appears at the hall late one night and kills many of the warriors in their sleep. For the next twelve years, the fear of Grendels fury and anger casts a shadow over the lives of the Hrothgar and his followers. Hrothgar and his followers cannot think of anything to calm the Grendels anger. Prince of the Geats, Beowulf, hears about Hrothgars trouble with the monster Grendel, puts together a band of warriors of the bravest Geat warriors he could find, and sets sail from his home in southern Sweden. The Geats are greeted by the members of Hrothgars court, and Beowulf boasts to the king of his previous battles won as a warrior, especially his success in fighting the monsters that once lived in the sea.. well until he killed them anyways. Hrothgar welcomes the arrival of all of the Geat warriors, hoping that Beowulf and his warrior friends will live up to the expectations that Hrothgar has for them. Because little did Beowulf know what he was up against this time around. On the same night that Beowulf and his warriors came, Grendel came in the pitch black of night and attacked! Beowulf, being the amazing and strong warrior that he is, bare handedly wrestled Grendel for his life and in the end Beowulf tore off Grendels arm and claimed it as a trophy of his glorious battle with Grendel. The wounded monster, knowing that it was time to retreat, hurried back to his watery hell of a swamp. As Hrothgar promised, for Beowulfs courage, bravery, and honor, Hrothgar gave Beowulf a great amount of treasure for his trouble and kindness. Little did Beowulf and his warriors know though that Grendel had a mother, and she was coming back with revenge. Grendels mother comes at night when all is quiet and all the warriors are sleeping, and she takes away with her one of Hrothgars followers in the dead of night. She also takes with her, her son’s claw that Beowulf had claimed from Grendel as a trophy. Beowulf, being the hero of this whole story, goes to track down this fierce beast. So Beowulf goes down deeper and deeper into the watery hell where Grendel once lived and his mother still lives, and he comes upon Grendels mother. Thank goodness that before Beowulf had lept into the sea his warrior friend gave him his sword, and he called it Hurnting. Once Beowulf found the mother the fighting began, after a horrible, epic battle Beowulf won, stabbing Grendels mother through the chest with a magical sward he had found on the wall, (blessed with strong magic from Giants, so huge and massive that no ordinary man could pick it up and hold it). Then, for good measure, Beowulf walks towards Grendels body and with his sward thats blessed with Giant magic, slices off Grendels head. After the fierce battle that he had won, Beowulf had to say goodbye to Hrothgar, but he goes home and tells his father of the great, epic journey he had taken. After the battle he had won Hrothgar had also presented Beowulf with more treasure than he has ever imagined. Beowulf had also told the Geats that if they are ever in rouble again or just need his help, that he will be there once again when they need him to be. That is the end of the first part of the story of Beowulf, the second part is about Beowulf when hes already been the king of the Geats for about 50 years and a guy steals a jewelled cup from a dragon and the dragon gets really mad and starts burning down everything in its path until it finds its cup. Then Beowulf becomes the hero once again and defeats the dragon. Though after the battle with the dragon, Beowulf dies and in his honor his best friend builds a tower for him and calls it â€Å"Beowulfs Tower†. Sites: beowulfepic. com/ http://csis. pace. edu/grendel/projf981e/story. html

Saturday, February 22, 2020

Procedures or Methods Essay Example | Topics and Well Written Essays - 750 words - 1

Procedures or Methods - Essay Example All in all, eating disorders are a serious problem facing many high school students, and they need to be mitigated. This paper will outline the research methods that can be used to carry out research causes of eating disorders for high school students, and how these disorders can be mitigated. The research design of this topic included four approaches. They were: which questions to study, which information is applicable, what data to gather, and how to evaluate the findings. The best research plan depends on the research question plus the orientation of the researchers (Discovery Education, 2009). Every design, however, has its negative and positive sides. In this particular study, the researcher can first identify the questions that need to be answered through research. The next step would entail finding out which information is applicable and useful. The research can then discern the data to gather, after which he or she can come up with ways of evaluating the validity of the findings. Students’ chances for developing bulimia or anorexia were assessed through the Eating Attitudes Test-26 (EAT-26). This test was developed by Garner and colleagues in 1982 (Hodges, 2009). The test is a 26-item questionnaire split into three subscales, dieting, oral control, as well as bulimia, which is commonly used to monitor peoples eating behaviors and attitudes that are associated with nutrition disorders. Higher scores reveal more disordered behaviors and attitudes than lower scores. Scores of 15 to 26 show a medium level of threat for developing a nutrition disorder. Scores of 27 and beyond, on the other hand, signify a high level of risk for developing a nutrition disorder. The Eating Attitudes Test-26 has been authorized in various age groups and cultures, and would therefore be the best research instrument in finding out the causes of eating disorders and how they can be mitigated (Hodges, 2009). For

Thursday, February 6, 2020

Management Finance Essay Example | Topics and Well Written Essays - 2250 words

Management Finance - Essay Example In the following parts of this paper, first features of ABC have been provided in which entire ABC process has been included. Subsequently, comparison relating to selling price and selling volume with absorption costing has been included. After this step, budgeting and planning, budgeting and control, budgeting and performance evaluation and budgeting and motivation parts have been given before the conclusion. Activity-Based Costing (ABC) refers to as â€Å"It is a technique which involves identification of cost with each cost-driving activity and making it the basis for apportionment/assignment of costs over different cost objects/jobs/products/customers/services† (Pandikumar, 2009, p. 414). The analysis of this definition further highlights that ABC is mainly based on three fundamental activities: cost identification, activities and apportionment basis. Fundamentally, ABC is based on a sequence of activities in which costing process is carried out. In the first step, the process of identifying the activities is carried out in which organizational activities are properly pointed out; in the second step, computation of the cost of each activity is conducted; in the last step, the process of identifying the activity cost driver takes place which concludes the entire sequence of ABC (Ryan, 2014). And the typical examples of cost activities are schedule production jobs, machine set up costs, number of orders and number of batches (Ryan, 2014). In addition, cost pool and cost activities are two different activities. In the cost pool, total attached costs are combined and the combined costs are further allocated to cost activities. However, before allocating costs to cost activities, identification of drivers is of paramount importance. In the Berry Ltd, the company has budgeted machine set up costs $280,000, material ordering costs ($316,000), machine running

Tuesday, January 28, 2020

Wireless Technologies Paper Essay Example for Free

Wireless Technologies Paper Essay Party Plates Company has come to the conclusion that there is a need for a new proposal for wireless technology. Our goal is to meet goals in technology advancement and to be up to date with our consumers and business associates. Our proposal will focus on wireless technology that will benefit the party plate business. Our team will also provide the pros and cons to our idea and justify our choices to incorporate them into Party Plates Company. In the proposal we will also include a spreadsheet presenting the equipment needed for using the technologies and the costs involved with the equipment. The wireless technologies that our team recommends for Party Plates Company are WIFI and Laptops. WIFI is wireless technology that allows electronic devices to exchange data using radio waves. These radio waves are transmitted using an antenna called a wireless access point. (Rainer Jr Cegieiski, 2011) WIFI has the potential to save Party Plates Company the cost of having wires installed throughout the company. Laptop technology consists of a small computer that is portable, you can access customer files from anywhere in the building that and also check inventory from the comfort of your home if needed. You will no longer be confined to your office or to any electrical cords. It also involves less wire tangling around your desk which could be a safety hazard. A laptop will allow a manager or supervisor communicate with staff, clients, and employees. WIFI and Laptops are reliable wireless technologies; however, they also possess their own disadvantages. WIFI signals can be slow depending upon how far you are from the router. This can delay the network speed, just like when too many people are using the service at the same time. The demands of a large number of users attempting to access a Wi-Fi network at once can tax the bandwidth capacity of the network, causing outages. † (Blank, 1999-2012) There is also the problem of security when using WIFI. Using this wireless technology makes it harder to control the content viewed, especially when personal computers can access the network. Laptops can typically be a more expensive technology than your normal desktop system. They can also pose a security drawback. Laptops now have cameras making it easy to copy or transfer confidential information. Regardless of the drawbacks associated with these two devices, the ease of use, the availability, and the functions outweighs its flaws. We feel that both of these wireless technologies would work well for Party Plates Company. WIFI is easy to use, efficient, and flexible. Although there may be difficulties with security and network overload, if the WIFI is password protected and monitored these possibilities could be diminished. Laptops can be secure, efficient, and portable. The increased price for system upkeep and possible collisions are only small problems to accurately control inventory and regulate sales.

Monday, January 20, 2020

Most Significant Issues Facing Health Care Organizations Essay

Formed in 1998, the Managed Care Executive Group (MCEG) is a national organization of U.S. senior health executives who provide an open exchange of shared resources by discussing issues which are currently faced by health care organizations. In the fall of 2011, 61 organizations, which represented 90 responders, ranked the top ten strategic issues for 2012. Although the issues were ranked according to their priority, this report discusses the top three issues which I believe to be the most significant due to the need for competitive and inter-related products, quality care and cost containment. The Managed Care Executive Group (MCEG) The objective of the MCEG is to provide channels to exchange information between managed care/health plan information systems executives and to provide opportunity for personal networking. MCEG provides a forum to develop policy which relates to the use of information technology and healthcare. MCEG provides feedback to vendor sponsors and other vendors on the trends and types of technology needed to ensure that their products and strategies meet their customer’s present and future managed care needs. Additionally, their objective is to â€Å"educate executives on clinical and administrative trends in health care, new and emerging technologies, and other pertinent information to assist in achieving the key goals of cost containment, effective service and high quality health care.† (Why We Matter, 2011) Administrative Mandates (Compliance HIPAA 5010, ICDE-10) Administrative Mandates, including the Health Information Technology for Economic and Clinical Health (HITECH) Act, ICD-10 and HIPAA 5010, are all part of administrative simplification and the need for systems optimiza... ...ntial in ACOs. Retrieved January 16, 2012 from http://www.healthmgttech.com/index.php/solutions/payers/eight-reasons-payer-interoperability-and-data-sharing-are-essential-in-acos.html Wise, N., & Taylor, F. (n.d.) Moving Forward With Reform: The Health Plan Pulse for 2012 and Beyond. Retrieved January 16, 2012 from http://www.htms.com/pdfs/MovingForwardWtihReform2012_HTMS_MCEG_Whitepaper.pdf Payer/Provider Inoperability. (2011). Retrieved January 13, 2012 from http://www.mceg.net/top-10/payer/ The Managed Care Executive Group. (2011). Retrieved January 13, 2012 from http://www.mceg.net/ Top 10 issues for health plans in 2011. (2011, April 5) Healthcare IT News. Retrieved January 13, 2011 from http://www.healthcareitnews.com/print/24881 Why We Matter. (2011). Retrieved January 13, 2012 from http://www.mceg.net/about-us/why-we-matter/

Sunday, January 12, 2020

Are Punchlines Necessary for Ads? Essay

Punch lines are the need for advertising the product as they are necessary for a product to be unique and be different. For example: â€Å"The complete man† which makes us remember the company Raymonds. Punch lines are important to make the customer remember about the product identity. It helps to recall a product easily. But it cannot rule the advertisement as ultimately the customer remembers quality and cost. Customer only sees whether he is getting the satisfactory service or not. Also after service of a product offered by company is important if the company is good, gets reputation and rules the market. Only attractive punchlines will not help. For example, if I say â€Å"Paanch matalab chota coke†, it will suddenly remind you the ad of coca cola (even though it’s not on air now). So, this way punch line increases the recall value of the ad but if your ad or positioning of the product is not perfect then you can’t expect your advt programme to be successful just on the basis of punchlines. It is very difficult to find out the right Punchline. Marketers have to select right words to form that sentences which can correctly express the positioning strategy of the brand. A bad Punchline can kill a good ‘ad’. If the Punchline strikes customers as attractive due to repeated exposure it ‘changes’ the mindset of the customer creating new set of beliefs. The Punchline represents the values of the company, benefits, attributes, features, quality, cost, special technology. If we really want to appreciate the value of Punchlines, then imagine an advertisement without any Punchline. It looks like a dumb. So basically the Punchline is the voice of the brand, which primarily gives out the minimum momentum, thrust to push the brand in the mind of the customer. A punch line has to have an element of surprise in it. Humour is also an essential aspect of advertising because a dose of laughter instantly connects the masses with a campaign. The main objective of advertising is to appeal to the consumer and a punch line should always be linked with the product. Also, there has to be something new, something which the people can connect with instantly. The best punch line strikes a chord with people and creates magic. But, certain good companies such as â€Å"Colgate† don’t have got a punch line but still it is ruling the market for years. Basically, the work of punch line is to own a space in the minds of customer and create some easy recall of the ad. But it takes a lot of imagination to come up with something as simple yet as effective as gale ki khichkhich from the Vicks campaign. Such was the power of this simple line that now, irritation in throat is called khichkhich by a majority of people. And it instantly connects the feeling to Vicks. This linking of products, or brand recall, is what makes a punch line successful. Products come and go, but punch lines always stay.