Ethnic Value Matching
United Kingdom
MKTG 301 Spring 2007
Dr. Carter
Andre Lichtenstein & Dan Culbertson
Table of Contents
I. Earth……………………………………………………………3
II. History……………….…………………………………………7
III. Culture ………………………………………………………..10
IV. Values………………………………………………………….13
V. Form ..…………………………………………………………14
VI. Function..……………………………………………………...15
VII. Facilitation.……………………………………………………16
VIII. Triangulate.……………………………………………………16
IX. Target….………………………………………………………18
X. Taste.…………………………………………………………..18
Project Objective- Part “A”- People Values
I. Earth
Geography – The United Kingdom is a country slightly smaller than Oregon, but vastly powerful. It covers 244,820 square kilometers, and shares only a short border with the Republic of Ireland. The United Kingdom of Great Britain and Northern Ireland is the official name of the country comprised of England, Scotland, Wales, and one area of Northern Ireland. The remaining Irish territory seceded from the union of United Kingdom of Great Britain and Ireland in the 1920s, precipitating the latest name chance. Great Britain is the official term for the island of England, Scotland, and Wales. Great Britain is the largest island in Europe, and also includes hundreds of smaller islands. England is in the Atlantic Ocean, northwest of France. It is full of rugged hills and low mountains in the west and north, with some rolling hills and plains in the eastern and southeastern regions. Northern Ireland is mostly hilly. The English Channel separates Great Britain from continental Europe, specifically France, at a minimum distance of 21 miles. Great Britain was once a European peninsula until the melting of the glaciers at the end of the last Ice Age raised the sea level of the oceans and cut it off from the mainland. http://en.wikipedia.org/wiki/Great_Britain and https://www.cia.gov/library/publications/the-world-factbook/geos/uk.html
London is the capital of England, Edinburgh of Scotland, and Cardiff of Wales. Ben Nevis is the highest mountain in Great Britain, at 4,406 feet. The main rivers are the Thames and the Severn. Temperatures remain generally between -4 degrees and 32 degrees Celsius, depending on the area and the season. In some Scottish mountains, yearly rainfall can exceed 120 inches per year, while other areas of the UK may not reach 31 inches. Most days are temperate but overcast. http://en.wikipedia.org/wiki/United_Kingdom
Much of the UK is employed in services, like banking, insurance, and business services. Up to 60% of the food needs for the country are provided by less than 2% of the work force, working with cereals, potatoes, vegetables, cattle, sheep, and fish. Eighteen percent of the workforce is occupied in industry, making textiles, coal, petroleum, machine tools, electronics, and railroad equipment. https://www.cia.gov/cia/publications/factbook/geos/uk.html
English is the third most common European ancestry in the United States. About 24.5 million Americans reported English ancestry in the 2000 census, making up approximately 8.7% of the population. In addition to English ancestry, 4.9 million Americans identified themselves as Scottish, 4.3 million as Scots-Irish, 1.7 million as Welsh, and 1 million as simply British. However, many Americans may not know that they have British ancestry, as the British waves of immigration are generally older than most other European waves of immigration. Also, many Americans see British as the “baseline American” and thus do not specify British unless there are no other alternative ethnicities known. For example, estimates of the true number of Scotch-Irish in the United States are in the region of 27 million, much higher than the 4.3 million who identified themselves as such. It is estimated that one third of all native English speakers live in the United States. Britain has contributed greatly to the creation and maintenance of the culture of the United States. Baseball and American football were modified from sports played in England in the 1800s, after the Declaration of Independence. Many names of American cities are based on British areas, and the American legal and military systems are largely based on the principles of pre-Revolutionary British systems. http://en.wikipedia.org/wiki/English_Americans and http://en.wikipedia.org/wiki/British_Americans
The low mountains defined some of the Scottish tribes as being Highlanders and Lowlanders, depending on where the clan lived. This defined some of the politics throughout the centuries.
https://www.cia.gov/library/publications/the-world-factbook/geos/uk.html
http://www.georgetown.edu/faculty/ballc/oe/oe-map.html
All the information gathered helped our team understand why the fashion was picked, why the material was chosen, where the different insignia derived from and the heritage of our military.
II. History
Britain has always been a land of many peoples. The indigenous people, Picts, mixed with many other “invaders”, including Romans, Danes, Irish (Gaels and Scotii), Angles, Saxons, and Jutes over several centuries to create the modern diverse mix of British people. The lands north of Hadrian’s Wall, built by Romans, is still called Scotland. Wales is west of England, in the southern reaches of the island. Ireland is another island west of Britain. The Irish were called Scotti by the Romans, who named the land Britain. In the fifth century, AD, the Roman army disintegrated and Britain was left to fend for itself. Wave after wave of “invaders” or settlers added to the population and families merged with time.
The peoples of England united in the 10th century AD. Wales joined with England between the 13th and 16th centuries, and later Scotland joined and the county’s name was changed to Great Britain in 1707. In 1801, the United Kingdom of Great Britain and Ireland was formed, which was later modified in 1927 to the United Kingdom of Great Britain and Northern Ireland. Because this strife has been long-lasting, many of the residents of Scotland, Wales, and Ireland still speak native languages, such as Welsh and Scottish Gaelic. Citizens of these areas are very loyal to their regions, as well as to the UK as a whole. What is currently considered the English language is actually a mixture of many different languages that have donated words, phrases, and cultural values to English. Although basically a Germanic-based language, there are many words with Latin (Romantic) or Greek etymologies.
http://www.danshort.com/ie/timeline.htm
The United Kingdom became known as the British Empire due to their imperialistic tendencies of colonization. At their height, the British Empire ruled approximately one quarter of the Earth’s lands, and the phrase “The Sun never sets on Britain” became widely known because there was always daylight in at least part of the lands ruled by Britain. In 1607, Jamestown, the first successful British colony in North America, was founded. Britain continued to expand the colonial Americas for almost two centuries, sending ships full of convicts and indentured servants to battle the natives, eventually losing the land known as the United States of America in 1776. Canada was still ruled by the British until much later, but also gained independence as the power of the UK waned. The last major loss of control was in the 1950s when the British withdrew from India.
England has had a rough history with Christianity. In 597 AD, St. Augustine arrived in Kent and began to convert the Saxons to Christianity. In 1534, Henry VIII made himself the head of the Church of England, an official Protestant sect that he created in order to legally divorce his wife, after the Pope refused to grant him an annulment. Later, his daughter, Elizabeth I and Mary, Queen of Scots, were used as religious leaders for the Church of England and Catholicism, whose followers fought for political and religious gain. The most famous version of the New Testament was put together by King James of England in 1611, and is still used today. As the years passed, several religious groups or cults left the United Kingdom to avoid religious persecution
http://www.bbc.co.uk/history/timelines/britain/o_neo_bronze.shtml (timeline)
http://www.bbc.co.uk/history/society_culture/society/launch_ani_population.shtml (Timeline animation)
III. Culture
The people of the United Kingdom (UK) are unique, in that they absorbed much of the Roman Empire’s ways and added a local flair. Much of the legal system was extremely advanced for its time, and modern Western legal ways were born from the early Romano-British systems. Most of the UK is white, divided between English, Welsh, Scottish, and Northern Irish, and Christian, either Roman Catholic, Anglican (Church of England), or Presbyterian. The vast majority of American culture is based on the WASP tendencies of England – White, Anglo-Saxon Protestants, so often Americans feel less culture shock in the UK even than in other English-speaking countries.
The flag of the UK is a combination of the flags of England (the red cross of St. George on a blue field), Scotland (the white cross of St. Andrew on a blue field set diagonally), and Ireland (the red cross of St. Patrick, also set diagonally). The Scottish white cross is always to the right of the red cross of Ireland to show precedence, since the Scottish joined the Kingdom first. The two diagonal crosses are outlined in white, as is the English cross of St. George. Thus, the Union Jack is not symmetrical, and can be flown upside-down.
http://www.enchantedlearning.com/europe/britain/flag.shtml
Wales is a principality of England, and thus is not represented on the flag of the United Kingdom. However, it retains its own flag from the first century AD when the Romans were still in residence. The red dragon is the symbol of Wales on a green and white bicolor field.
http://www.enchantedlearning.com/europe/wales/flag/
The British peoples are fiercely loyal to their principalities. Scots are Scottish first and British second. English is the primary language, but each principality has its own dialect. The people of the United Kingdom (UK) are unique, in that they absorbed much of the Roman Empire’s ways and added a local flair. The vast majority of American culture is based on the WASP tendencies of England – White, Anglo-Saxon Protestants, so often Americans feel less culture shock in the UK even than in other English-speaking countries.
Much of the legal system was extremely advanced for its time, and modern Western legal ways were born from the early Romano-British systems. The father is the head of the household in British families. The family surname is taken from the paternal line. The British have a strong sense of justice, even when the law is not on their side (see Robin Hood). Most of the UK is white, divided between English, Welsh, Scottish, and Northern Irish, and Christian, either Roman Catholic, Anglican (Church of England), or Presbyterian. Druids worshipped the earth and nature, with outdoor religious ceremonies. Local superstitions and myths are everywhere, including the tale of King Arthur, aka the Bear, Merlin, elves and dragons.
The UK is known for producing wool and fishing, as there is a higher proportion of coastline than most other countries. Exclusive fishing rights are reserved up to 200 nautical miles from the coastline, and their territorial sea extends 12 nautical miles out to sea. Cereal grains make up much of the farm crops, with potatoes being a relatively newer crop.
IV. Values
Citizens of the United Kingdom have a strong historical basis in Christianity. Queen Elizabeth I and Mary, Queen of Scots, battled famously for Protestant and Catholic sects over control of England. Even as early as Roman times, citizens valued their faith in the fairness of the legal system and human rights. Because of the need for small settlements to defend themselves against invaders, the family played a tremendously important role in daily life and thus is valued very highly still today. Clans are a form of extended family in Scotland. Citizens of the UK had to adapt to many changes throughout history and learned not to like drastic changes in general. Money and fair market value for goods have also been important because the UK is an island, so anything that cannot be produced locally is expensive to import. Residents of the UK value their individual heritages highly, as well, being not just of the UK, but specifically Welsh or Scottish or English. Folks who are English would be offended if they were introduced as anything but English, and folks with a Scottish accent speaking English want to be identified as such. Status and nobility were traditionally very stable throughout generations. If a person was born to a certain class, only extraordinary circumstances changed his/her status.
The British are famous for following a knightly Code of Honor and proper courtly etiquette. Productivity, self-reliance, and a sense of accomplishment for one’s work has been a part of the UK culture since time began. Power has always been a large part of every Briton’s repertoire. Whether it be military power (the British colonies), political power (the lords and ladies), or monetary power (the ability to buy power), the British mastered it all.
Project Objective- Part “B”- Product Values
V. Form
The English Military Dress dates back to when forces started fighting each other and had to distinguish friend from foe. Colors were mainly Red with gold trim, and Blue with gold trim. Red is what everyone associates when they think of the English. Wool was the most important fabric to the ancient British peoples. Wool was plentiful throughout the region and was the best material to use when making clothes. The wool was heavy duty and could last an individual for a long period of time. It was very resistant against the elements as well as against enemy contact. When wool gets wet it will retain a person’s core temperature high considering the clothes are wet. This website discusses the quality of the wool discovered at Anglo-Saxon archeological sites.
http://www.regia.org/textile1.htm The other material used in our jackets will be bear fur; the symbolism of which can be traced to Beowulf and King Arthur, commonly referred to as “the bear.” http://www.druidry.org/obod/lore/animal/bear.html The tartan design also has historic symbolism in British history. It was used by ancients of many of the tribes. http://en.wikipedia.org/wiki/Tartan This website discusses the Picts and emphasizes the symbolism of the “blue men.” The symbolism of the color blue will be included in our jackets. http://members.tripod.com/~whitebard/picts.htm. The other primary color we will use is Red. Its symbolism is tied very strongly to the legend of King Arthur and the dragon. It can also be traced through history as a reference to blood.
VI. Function
The wool fabric was chosen not only because it was the primary source of fabric in the old country, but also because it is very functional. Wool is able to retain up to 70% of a person’s body heat even when completely saturated. http://www.davidmorgan.com/wool.html