Brand and company analysis of Titan

Brand and company analysis of Titan In early 80s, it was identified by the Tata Group that the watch industry is a huge potential consumer market for the group to enter. A Tata veteran, Xerxes Desai who was the MD of Tata Press was chosen to head this initiative. Titan was conceived in Tata Press in 1984- a joint venture between Tata the Tamil Nadu Industrial Development Corporation. Like most consumer markets in India during the pre-liberalization era, the watch industry was way behind the rest of the world. The technology at that time was reliable, but outdated. Tata Group entered the watch market with Quartz technology and the brand Titan. Brand identity-Kapferers Model Physique is an exterior tangible facet conveying brand qualities, form, physical specificities and colour. Physique is the starting point of branding. TITAN: Elegant corporate wear, Life-style watches Personality is an internal intangible facet which forms the character, brand personality and soul which are relevant for brands. TITAN: A complement to dress than just a time showing machine Relationship is an exterior facet with tangible and intangible areas, and defines the behaviour that indentifies the brand the way the brand connects to its customers. TITAN: Watches as a practical luxury with a function other than beauty Culture is an internal intangible facet to integrate the brand into the organization which is essential in differentiating brands. TITAN: Indian, traditional and premium quality Reflection is an external intangible facet reflecting the customer as he or she wishes to be seen as a result of using a brand. TITAN: Lives life to the fullest, multi-faceted, revives aspirations Self-Image is an internal intangible facet reflecting the customer attitude towards the brand. These inner thoughts connect personal inner relationship with the brand. TITAN: Be whatever you want to be and extract more from life Stage in the PLC Xylys Fastrack Sonata 1984 Extension of Maturity phase through REPOSITIONING Sales Time Titans winning story began in the year 1984 when there was a joint venture between the Tata Group and the Tamil Nadu Industrial Development Corporation. Introducing Titan quartz watches which donned an international appearance, Titan Industries completely transformed the Indian watch industry. After the launch of Sonata, a value-for-money brand which offered functionally styled watches at reasonable prices, Titan Industries aimed to reach the youth of the nation with its third trendy and chic brand Fastrack. Till date, Titan has sold 100mn watches worldwide and it produces 12mn watches per annum. Steps taken by brand at each stage At Product Level Stage I: Introduction Titan offers a broad variety of choices to numerous segments across taste, gender, age and economic status. in the early days, Titan used this approach path as the cornerstone of its leadership strategy. Their former range had discrete offerings for specific requirements: Gold plated cases having fine leather straps were Formal watches launched specially for the executive Gold plated cases having ornamental bracelets were Dress watches launched for those who prefer jewellery All steel watches with functionality were the Rugged watches for those whose usage demanded more durability Stage II: Growth Launched Aqura In 1989, the trendy range for the youth Raga in 1992, the ethnic range for the sophisticated Indian woman Insignia in 1993, typical and international appearing high-end watches, for those who seek exclusivity Launched psi 2000 in 1994, the rugged, sporty and masculine watches with serious sports features for those who seek adventure. Dash in 1996, the bright and colourful collection for kids Launched Sonata in 1997, the affordable, good quality range for the budget-conscious Stage III: Maturity Titan came out with Fastrack in 1998, the cool, fashionable and funky range for the young Nebula in 1999, the solid gold and diamond-studded range of luxury watches for affluent people Steel in 2001, the smart and contemporary collection for the young 21st century executive In 2006, launched its premium watch brand Xylys Also in 2008, Titan came out with unique collections like the Octane, Diva, WWF and Zoop At Communication Level Stage I: Introduction Titan decided to invest to a great extent into exhibiting all its innovations to the prospective consumers using advertising. From the very first day, the catalogue advertising of Titan was used and it turned out to be its hallmark as it was applied regularly and was very effective in merchandising new models. These catalogue ads were also very helpful to the customers in shopping off the newspaper page, almost deciding which model they were interested in picking up. Retailers also got used to viewing customers who would walk into shops with newspaper cuttings, specifically asking for the models depicted there. The same approach is continued till this day, with almost the same effect. The most persisting part of the Titan advertising has been its music track. It was a segment from Mozarts 25th Symphony which was chosen for its class and western vibes and has become Indian Advertisings most unforgettable track. It started in 1987 in its pure classical versions with only one violin playing the melody and over the years, this piece of music has been delivered in innumerable innovative versions. Stage II: Growth In the early 90s, Titan focused on building up the Gifting market. Watches had always been favourite things to gift and Titan benefited from that. A set of 3 films were developed in 1991 around 3 relationships, where the gifting of a Titan climaxed in a touching personal moment and strengthened the bond between the protagonists. All these films were very big hits and they created a separate genre of advertising films lasting around 8 years. During these years, a series of films involving a variety of characters such as a father, a daughter, a teacher, a boyfriend etc.; with local flavour were created and released. These helped in building a huge gift segment for Titan and also became Titans Theme Campaign. Another flourishing customer-facing aspect about Titan has been its stores. In a pioneering attempt which drastically altered the industry standards, the World of Titan was born. Located in the newer parts of a city, the showrooms immediately stood out on the street and ended up in attracting a lot of walk-ins. One could get a better idea about the collection through a contextual presentation and could make up his mind which collection was right for his requirement. Stage III: Maturity Titan Industries decided to revamp its flagship watch brand with the purpose of making it more youthful and relevant to the changing times. The brand underwent a major repositioning exercise in 2005, when Hindi film actor Aamir Khan was appointed brand ambassador and it was followed by the tagline Whats Your Style? campaign. It tried to increase watch consumption per person, by suggesting the use of different watches for different occasions. In 2008, Titan moved from style statements to personality statements. With the explosion of options in a persons life, their core consumer was changing. Titan has evolved and adopted the tagline Be More. It denotes the aspirations of consumers to make more of their lives and be whatever they want to be. Market Scenario/Challenges Majority of the watch customers tend to prefer Titan because of the appealing designs and supreme quality of Titan watches. However, there is a misconception in the minds of the consumers about the prices of Titan products as they find them to be pretty expensive. Titan is now trying to get hold of newer customer segments and are attempting to target all the adults in SEC A and SEC B. Titan is also considering advanced retail strategies and is projecting to launch modern product collections. Summary Titan is the 5th largest branded watch producer in the world with four major brands in the market namely Titan, Sonata, Fastrack and Xylys, all having several sub-brands and collections. Titan Industries commenced operations with groundbreaking offerings, i.e. Quartz watches which altered the look of the Indian watch industry. Ideas which were ahead of their times at Titan Industries led to substantial accomplishments such as Single Point Solutions to each and every Original Equipment Manufacturer customer. Titan watches are available at exclusive World of Titan outlets, Fastrack outlets, multi brand dealers, Multi brand outlet Helios and multi brand stores. Taking the forecast of brand fatigue earnestly, the brand recreated itself with the flawlessly styled Euro watches collection. In the near future, Titan can introduce an exclusive assemblage for Executive men and women which is contemporary and goes well with both the traditional as well as western wear. Also, the brand needs to spread more awareness about the availability of its lesser-priced watches in lower segments of the society as most of the consumers feel that Titan brand is synonymous with premium watches.

An Evaluation of Blood Brothers

Blood Brothers is about two twins who are separated at birth. One is sold and one is kept. They then meet later on but do not know they are twins until ‘the day they die'. It is told throughout the play, by the interventionist narrator, with songs as soliloquy's, to assist telling the story and explaining the characters thought and feelings. One key theme throughout is superstition. It starts with Mrs Johnstone and her superstitious nature but then develops throughout the narrative as Mrs Lyons then becomes superstitious and things, happenings start to evolve around the superstitious nature. It begins to affect the play, as the characters start to behave differently, Mrs Lyons as she approaches a mental breakdown changes and her change in behaviour is effected by the superstition of having a sold child, and not only a child but a twin, if ever two twins shall meet and know of there brother hood both shall die on that same day. The portrayal of all the characters was extremely good. Especially Mickey. Played by the understudy; Richard Munday. His portrayal of the character I thought was incredible, I knew being a professional actor he would be good and good at playing small children but I was very, very surprised. The way he portrayed his character was (to me) extraordinary. His use of body language was great, the way he moved and walked and talked you could see his seven year old character shining through, so clearly I was amazed, that anyone could use such simple things to completely change their persona. They way he changed from a small child to a teenager, was great, everything changed about him except his true character and Mickey was still very much there, you could just see he had grown up. His character changing in age helped me understand the story more, I knew they grew up but seeing his age and character change and his relationships with different people I understood, the later themes in the play. Mickey and Eddie growing up with Linda. I could really see there relationship change as Linda fell in love with Mickey, his maturity was funny, the way he acted around her but it was distinctively different from when he was a younger child. His body language, speech but most of all the atmosphere was very different between the characters as they grew up especially Mickey's towards Linda. Another character that surprised me was the teacher played by Paul Dallison who played the teacher. The transaction between the two different teachers was really good and surprised me. As well as very good (and quick) change of costume, the change in body language, voice and facial expression was extraordinary. As the posh teacher he was very smart and spoke very properly, articulating all words, standing up straight and being very respectable, then changing to the scruffy, worn down, teacher, who speaks very commonly, body language and posture change is very evident, he slumps, showing wariness and exasperation. His portrayal of the two different characters is great; the very quick change makes it even more impacting. The interventionist narrator plays a very important role in Blood Brothers. Throughout the play he tells the story, but a lot more than that. Being an interventionist narrator he intervenes and interferes with the characters and the play. Simply by bringing on most of the set and props, he becomes a very important part of the play. As the play goes on he beings to affect the play more and interfere. When Mrs Johnstone agrees to sell Mrs Lyons one of the twins, the interventionist narrator hands Mrs Lyons the bible so as to make Mrs Johnstone swear upon it. This is a good example of when the narrator interferes. Not only this but he plays on the characters conscious, playing with their minds, this is where, the songs as soliloquies come in, the narrator whispering in the characters ears, telling them what's right, telling them what's wrong. This adds a lot of dramatic tension to the play, because the narrator becomes very influential. One of the most powerful drama techniques used in blood brothers is the action before narrative. It has such a powerful ending that at first I thought it would take away from that but from seeing it I understand that it doesn't and even gives more to the play and ending. It's all done in silence, which adds dramatic tension in its self because it leaves the audience thinking and questioning. Even though the audience know what happens at the end, it is still shocking when it comes. There is a lot of dramatic irony, the audience know that Eddie and Mickey are twins separated at birth but the characters do not; this adds great tension because every time something serious happens you begin to wonder if their going to find out their twins. This is a very simple yet affective device because it adds more layers to the complex plot but not in a bad way, it positively keeps the audience really attentive. The songs used throughout the play help to enhance the production and add effect. With the narrator being the characters conscious and playing with there minds. Using the songs as soliloquy's I thought was very powerful because it gives them more meaning and impact. Blood Brother being a play with songs and not a musical makes it better, because it not songs for the sake of it, it songs to convey feelings, emotions and happening making it more influential. Connecting to the audience in a different way entirely. They are more engaged and attentive. Listening for meaning and depth. There were many symbols used in blood brothers, the strongest of all being that blood brothers hand clasp. It being so strong and powerful, symbolising unity, love and bonds is used throughout the play. This helps to enforce the themes of unity and love which are shown throughout the play. The bond between Eddie and Mickey being blood brothers is the key symbolism of the hands clasping and is so powerful its and symbolic it's used to enhance the themes and messages throughout the play. The lighting is very impacting on the performance as it changes throughout the play, as the play open there is red lighting; this creates a very sombre feeling. The red being symbolic of blood and death, creates tension, mystery and fear. This helps to convey the mood of the play. The action before narrative begins the show, with the death of both twins; the red light adds great affect and setting to the mood of the scene, as it does throughout the play. The change in lighting from dark to light at different points in the play is well used, the lights darken a lot when the narrator speaks to add dramatic affect, to his normally powerful but solemn speeches, being and interventionist narrator, always interfering this adds greater affect making his role even more mysterious. The lighting when he hands Mrs Lyons the bible is very affective, the narrator in darkness with his back to the audience and his hand and Mrs Lyons spot lighted gives great affect like a grave idea or action being planted so darkly from the shadows. The lighting I think as well as adding affect, gives to the audiences' response more, so they enjoy the play to a greater extent. I thought the play was very, very powerful and I really loved it. You can tell that everything in the play is there for a reason, every prop and every lighting effect is obviously thought out, it adds so much effect and drama. Everything has a meaning and purpose, the play is very symbolic and influential. It has a very powerful ending, with a lot of dramatic potential. I thought Eddie and Mickey not finding out they were twins was very good, as it used a lot of dramatic potential, prolonging the drama, making the ending more impacting and shocking when it happened. I loved the entire play but I thought the ending was so unexpected that it made the play incredible and dominating.

Power, Authority, and Accountability in Politics - 1954 Words

When looking into the ideas of political theorists it is important to the use of political concepts that may play an important role in what the theorists are suggesting and also how they may affect the relationship between to state and the individuals living within a state. The concepts that will be looked at within this essay are: power, authority and also accountability. Power in politics is a person who has the ability to influence a person in terms of their behaviour; however they possess no right to - unlike authority. There are many ways in which a person can influence another’s behaviour; one such example is through coercion. Coercion refers to the use of violence or threats in order to influence someone. [Jones and Norton, 2011]†¦show more content†¦He placed emphasis on how a prince should do anything to maintain and increase their own powers – it was apparent that he felt the individual needs of a prince in terms of the power and authority was important and that a prince should do whatever he felt necessary to protect the state and as a result it would mean a prince’s position as a ruler was also prodected. [Wheeler, 2011] Machiavelli placed a large amount on the emphasis on the fact that a prince must be seen to be a moral - but he is able act un-morally if it contributes to the good of the state or provides him with more power. He must be loved by the people and he must also be feared in order to maintain his role as a ruler of a state. Machiavelli argued that if a prince cannot be both loved and feared - it is better for him to be feared as more people would be scared to question him and afraid of the consequences that may follow. This results in more power and authority for the prince but at the same time it means that the prince is less accountable. This is a benefit for the prince but no for the people living within the state that Machiavelli is suggesting (Macmillian, 2006) Machiavelli saw no difference between power and authority – the political concepts mentioned above – he argued thatShow MoreRelatedNgos As A Part Of Accountability1343 Words   |  6 PagesNGOs AS A PART OF ACCOUNTABILITY CHAIN IN SERBIAN POLITICS INTRODUCTION At the heart of good governance are the ideas of accountability, transparency and participation. These ideas have grown in popularity after democratic changes in 2000; hence it could be said that concept of accountability is relatively new in Serbia. 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Physical Therapy And Traditional Physical Therapists

Physical therapy was invented in the 1920’s during the polio epidemic (â€Å"Physical,† 2014). Therefore allowing physical therapists are needed all over. They help people with their injuries and helps them cope with any pain they may have. Pediatric physical therapy and tradition physical therapy only differ in the age that they work with. Pediatric physical therapists work with children under the age of eighteen, while tradition physical therapists work with people over the age of eighteen. Some factors that are considered when looking into the pediatric physical therapy career are, the reasons someone needs pediatric physical therapy, the education that is needed, the salary they receive their job outlook, skills that’s needed to be a successful physical therapist, and qualifications needed for the different job settings. As long as a person is under the age of 21 they qualify for pediatric physical therapy, over the age they then move into traditional physica l therapy. Children at different ages require different types of pediatric physical therapy (â€Å"N/IICU,† 2012). Newborns require physical therapy to help them breath on their own, or help the baby learn to calm down whenever they receive a pacifier (â€Å"N/IICU,† 2012). Children need physical therapy for, cerebral palsy, chronic pain, brain injuries, muscle weakness, or bone breaks (â€Å"Pediatric,† 2014). Pediatric physical therapy is often used in order to â€Å"indicate† develop motor skills (â€Å"Pediatric,† 2014). Pediatric physicalShow MoreRelatedThe And Materials For Those With Multiple Disabilities1423 Words   |  6 Pagesmovements and impairments not felt by others your age. Imagine for a longing to be free, free from the restricting walls of the hospital and therapy room. Freedom was a goal that Anne and Tom had for their son William. 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Differences in the Use of Physical Restraint for the...

Falls and physical restraint use are a common practice in the care of the elderly and many efforts have been made to decrease this practice. Falls and injuries associated with restraint usage are a major issue because of their adverse outcome on mortality and morbidity. Prevention of falls and injuries is the most common reason for mechanically or physically restraining the elderly in healthcare facilities (Arbesman Wright, 1999). Its use has, conversely, been examined both from an ethical perspective, since restraints can be observed as coercive and furthermore because of the absence of proof of their effectiveness in preventing falls, as well as the adverse effects associated with their use (Capezuti et al., 1989). The main purposes of this integrative review were to investigate differences in the use of physical restraints over time, to identify risk factors for falls among people 60 and older, to evaluate the effects of a restraint program on staff awareness, work environment and practice of physical/mechanical restraints and the quality of care. A mechanical restraint is a device used to inhibit free physical movement which includes limb restraints, mitts, wristlets, anklets, jackets and wheelchair restraints (Powell et al., 1989). Restraints refers to any device attached to or adjacent to a person’s body that cannot be controlled or simply removed by the person and intentionally restricts a person’s freedom. Restraints are most commonly used to ensure the safetyShow MoreRelatedLack of Exercise May Cause Falls in the Elderly1903 Words   |  8 PagesMay Cause Falls in the Elderly Problem Section Falls are a major source of death and injury in elderly people. 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Geographical differences, unnecessary interventions, conservative treatment, failed safety, and race or socioeconomic differences are examples of complications with quality products and services (Stanhope Lancaster, 2010). Underuse of services is relatively considerable for the elderly. The Institute of Medicine reported â€Å"substantial underdiagnosis of conditions such as treatable inconti nence, curable

Legalizing Assisted Suicide For Terminally Ill Patients Free Essays

The highest value of a democratic society is human rights, which means first of all that a human being is the one who is in charge of his or her own life. The premise presupposes that a person has the right to take a decision about what to do with his or her life on the most global level – whether to go on living or stop living. That is why the state, which aim is to provide the execution of citizens rights, should pay careful attention to such a burning issue as helping terminally ill patients to die. We will write a custom essay sample on Legalizing Assisted Suicide For Terminally Ill Patients or any similar topic only for you Order Now The solution to the problem is legalizing euthanasia as a way of defending human rights alongside taking into consideration the possible moral challenges. Indeed, moral concerns have been the main factors which prevented the quick spread of euthanasia which could otherwise happen. It is first of all religious communities which oppress the adoption of the law, and the more religiously conservative the country is the stronger is the oppression to assisted suicide. Even if one doesn’t know which countries already have the relevant laws we can easily guess what they are by knowing their excessive tolerance to controversial issues like legalizing marijuana or gay marriages. Among them are first of all Scandinavian countries and Holland, some of them having adopted the law others at the brink of adoption. It was in 1994 when Oregon approved Ballot Measure, which would have legalized physician-assisted suicide under limited condition but the vote met the oppression of Federal Government. So, the United States seem to belong to the countries with the strongest moral and religious orthodoxy alongside with deeply Catholic countries as opposed to the tolerant Protestant European societies mentioned above. However, the statistics show it is not completely true. In 1999 Gallup organization held a national survey asking Americans the following question: â€Å"If you personally had a disease that could not be cured and were living in severe pain, would you consider committing suicide or not?†. Forty percent answered â€Å"yes†, fifty one – â€Å"no† and nine were not sure. So, on the face of it, the community divided in halves, roughly speaking. But a there is crucially important detail which shouldn’t be missed: the respondents who took part are naturally not terminally ill and they don’t suffer severe pain. This fact distorts the real statistics which might arise in case they were suffering terrible tortures. But the controversy is not only about the rights of the patients but also about doctors who help their patients to die. The much-talked-of case of Dr.Kevorkian is the evidence of how ambiguous the interpretation of this or that action can be. â€Å"He has been hailed as the champion of the right-to-die movement and denounced as a ghoulish cheerleader for suicide† (Lesenberry, 1994) Jack Kevorkian, who helped twenty people to die on their request, was given a name Dr Death. The case demonstrated the controversy, the current system of law has – there is no legal differentiation between killing out of hate and killing out of mercy. There is a moral difference, however. And if we try to trace how the legal system has been historically formed, it becomes clear that it grew out of moral system of values, it was its reflection. Society has always been trying to match moral and law, and there have always been discrepancy between them which needed to be bridged. The historical process hasn’t stopped, and the gap needs to be overcome. But looking at the problem closer makes it evident that it is not so much a matter of the motivation of killing because it is not so much the formal â€Å"killer† we are talking about. The focus is actually on the person who chooses death; a doctor is just an instrument for performing his or her will. Everyone should realize that making euthanasia a legal option is not defending suicide but defending choice. Depriving people of the right to choose is a heavy violation of their human rights. The task of the state is to find a way how to protect the rights of one side without violating the rights of the other one. But the point is the right of all people are least protected when there is no legal definition of the issue at all. One of the arguments against euthanasia is the claimed immorality of making the relatives of the terminally ill patients decide if to keep them living, especially in case the are not able to decide themselves, like those in coma. Indeed, the issue is very sensitive, which the survey confirmed. The respondents were asked the question: â€Å"If a member of your family were terminally ill and wanted to die, would you be willing to help them?† Forty percent said yes, forty-six no, and fourteen percent were not sure. Indeed, this is a moral challenge for the relatives of the person but again it is a matter of having choice. Of course, it is easier for the relatives to have no choice in such cases because indeed, it must be the hardest choice a person can face in his or her life. On the other hand, it is questionable what is more immoral – to challenge the relatives with the decision or to let them shift responsibility by making the state decide instead of them. How to cite Legalizing Assisted Suicide For Terminally Ill Patients, Papers

Modern Dance free essay sample

What is Modern Dance? Modern dance in my eyes is a form of dance which focuses on the serious expression of the inner emotions, using a free-flowing, interpretive style, rather than following the rigid rules characteristics of many dance disciplines. When modern dance first developed at the turn of the 20th century, it was considered extremely radical and iconoclastic; over the years since, modern dance has become more closely mingled with other disciplines like jazz dance, ballet, and tap, and some dancers work in both modern and classical dance styles, drawing techniques from both. The turn of the 20th century was a generally iconoclastic era, as life in Europe and the United States underwent some dramatic shifts. Industrialism was on the rise, many nations participated in the First World War, and society was rapidly changing. As the rules of life shifted underfoot, some dancers began to feel that the formal rules of classical ballet were too restricting, and they began to develop their own style of free- flowing dance, which came to be known as â€Å"modern† dance, to differentiate it from classical ballet. We will write a custom essay sample on Modern Dance or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page In modern dance performance, the dancer is often barefoot or wearing soft shoes. He or she moves in a free, almost improvisational style, and it is common to see controlled falls and other interesting interplays of body weight and gravity. Unlike ballet, which reaches for the stars with leaps and high kicks, modern dance often lingers near the ground, especially in a piece heavily influenced by psychology and intense emotional states. Modern dance is ever changing and always evolving. Its pioneering movement which is constantly absorbing new forms. Also throughout the 20th century there have been several significant changes in the world of dance, from the pioneers of modern dance, the expressionist movement in Germany and the influence of African Americans. Modern dance reflects and inspires society; it encompasses many different styles and cultures and continues to move in different directions, changing conventional roles of race, sexuality and gender. Modern dancers can come from any training background, ranging from classical ballet to break-dancing, and they integrate bodywork techniques such as yoga and Pilates into their dance, along with systems such as the Alexander Method. The contemporary style places a heavy emphasis on the connection between mind and body, with dancers being encouraged to explore their emotions through dances that push against traditional boundaries. This style of dance often involves a great deal of playing with balance, floor work, fall and recovery, and improvisation. While ballet follows a strict structure of steps and strives for a feeling of lightness, modern dance nurtures a freer style and responds to the pull of the earth. Projecting a feeling of weight, modern dancers fall to the floor, move close to the ground then overcome gravity by rising up and regaining balance. Rejecting the formality of tutu and toe shoes, they dance in bare feet and simple costumes. Rather than portraying idealized fairy tale creatures, they retain their own personalities. Martha Graham, the mother of modern dance in America, created a technique based on the twisting of the torso and the powerful contractions and releases of the pelvis. Other distinctive styles were developed by inventive choreographers such as Doris Humphrey. Post -modern choreographers focus on everyday movements performed in gym clothes and tennis shoes. Modern companies present eclectic programs that mix modern dance with elements of ballet, jazz, martial arts and national traditions. The audience need not identify the style to enjoy the show, but its fun to try to pick out influences that inspire the choreographer. Modern Dance free essay sample What is modern dance? Modern dance is For some people it simply means not classical ballet, by which they mean not rooted in an established academic code of movement. This usage, however, lumps together genres that are better understood in their particularity such as Post Modern Dance and New Dance. Modern Dance can now be used as a historic term referring to a particular group of choreographers and the tradition of dance values they established. the term is used to describe a variety of styles that developed in the early 20th century as a reaction to classical ballet. Its exponents viewed classical ballet as decadent and moribund. They believed that ballet had drifted away from the prime motives of dance and had become little more than a bourgeois confection. Traditionalists retaliated by referring to modern dance as barefoot ballet. This was the debate that informed the breakaway movement we now refer to as modern dance. We will write a custom essay sample on Modern Dance or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page How and why did it begin The turn of the 20th century, many dance artists were beginning to rebel against the constraints of classical ballet. They wished for a dance form where emotions, feelings and ideas could be readily expressed, and were more important than tricks and technical virtuosity. New and abstract forms in the worlds of music, theatre and visual art influenced these artists as well, and so modern dance, a truly American art form was born. Modern dance has continued to grow and develop over the past 100 years. The founders There are many founders, people have different opinions on who actually started it. But heres some that stand out. Isadora Duncan, Ruth St. Denis, and Martha Graham Isadora Duncan, Dancer, adventurer, revolutionist, ardent defender of the poetic spirit, Isadora Duncan has been one of the most enduring influences on 20th century culture. Ironically, the very magnitude of her achievements as an artist, as well as the sheer excitement and tradgedy of her life, have tended to dim our awareness of the originality, depth and boldness of her thought. Ruth St. Denis, dancer and choreographer, was born in Newark and educated in Somerville. She left a lasting mark on the development of modern dance. She was particularly interested in exotic lands and the dance steps, costumes and settings associated with them, as well as in using dance to explore spirituality. In 1914, she teamed up with the dancer Ted Shawn (who later became her husband) to form the Denishawn Company, which performed many works derived from Asian and Anglo-European sources. Doris Humphrey and Martha Graham were among her students. She had a major impact on ballet and modern dance. Martha Graham, impact on dance was staggering and often compared to that of Picassos on painting, Stravinskys on music, and Frank Lloyd Wrights on architecture. Her contributions transformed the art form, revitalizing and expanding dance around the world. In her search to express herself freely and honestly, she created the Martha Graham Dance Company, one of the oldest dance troupes in America. As a teacher, Graham trained and inspired generations of fine dancers and choreographers.