Rosamond ‘The Brand’

What I have been doing in this blog and other publications, is establishing the name Rosamond as a Brand, beginning with Royal Rosamond Press Co. that was copyrighted in 1997.

Star Wars is a Brand, as is the term ‘The Force’. Consider the coat of arms of Charlotte-Rose de Caumont de La Force or Mademoiselle de La Force, being applied to Prnicess Leia, played by Carrie Fisher, who is kin to Elizabeth Rosemond Taylor, and thus is in the Rosamond family tree. What I have offered my nieces, the daughters of Christine Rosamond Benton, is to help them establish a Brand and Company, that invites creative people involved in the Arts and Motion Pictures to consult the Rosamond/Benton family about images and story lines needed to make movies.

Below is an essay that suggests Star Wars follows all the great guidelines that great Fairytales have put forth. Being a Biblical Scholar – who has read very interesting hisotry in the genealogies I have looked at – qualifies me as a consultant unto my nieces endeavors. I know what makes royal – and Biblical people – tick!
The Bible has been the source of some of the greatest movies ever made!

Jon Presco

Copyright 2012

Proper branding can result in higher sales of not only one product, but on other products associated with that brand. For example, if a customer loves Pillsbury biscuits and trust the brand, he or she is more likely to try other products offered by the company such as chocolate chip cookies.

Brand is the personality that identifies a product, service or company (name, term, sign, symbol, or design, or combination of them) and how it relates to key constituencies: customers, staff, partners, investors etc.

Some people distinguish the psychological aspect, brand associations like thoughts, feelings, perceptions, images, experiences, beliefs, attitudes, and so on that become linked to the brand, of a brand from the experiential aspect.

The experiential aspect consists of the sum of all points of contact with the brand and is known as the brand experience. The brand experience is a brand’s action perceived by a person. The psychological aspect, sometimes referred to as the brand image, is a symbolic construct created within the minds of people, consisting of all the information and expectations associated with a product, service or the company(ies) providing them.

People engaged in branding seek to develop or align the expectations behind the brand experience, creating the impression that a brand associated with a product or service has certain qualities or characteristics that make it special or unique. A brand is therefore one of the most valuable elements in an advertising theme, as it demonstrates what the brand owner is able to offer in the marketplace. The art of creating and maintaining a brand is called brand management. Orientation of the whole organization towards its brand is called brand orientation. The brand orientation is developed in responsiveness to market intelligence.

[edit] Origin
Lucas has attributed the origins of “The Force” to a 1963 abstract film by Arthur Lipsett, which sampled from many sources.
One of the audio sources Lipsett sampled for 21-87 was a conversation between artificial intelligence pioneer Warren S. McCulloch and Roman Kroitor, a cinematographer who went on to develop IMAX. In the face of McCulloch’s arguments that living beings are nothing but highly complex machines, Kroitor insists that there is something more: “Many people feel that in the contemplation of nature and in communication with other living things, they become aware of some kind of force, or something, behind this apparent mask which we see in front of us, and they call it God.” When asked if this was the source of “the Force,” Lucas confirms that his use of the term in Star Wars was “an echo of that phrase in 21-87.” The idea behind it, however, was universal: “Similar phrases have been used extensively by many different people for the last 13,000 years to describe the ‘life force,'” he says.[1]
[edit] Quotes
Main article: May the Force be with you
The Force is referenced several times throughout the Star Wars saga. In A New Hope, there are several mentions of the Force in reference to Luke Skywalker: by Obi-Wan Kenobi (“It surrounds us and penetrates us. It binds the galaxy together.”, “Use the Force, Luke.” and “The Force will be with you, always.”) and Darth Vader (“The Force is strong with this one.”) The famous line “May the Force be with you” is actually said by General Dodonna after explaining the Death Star attack plan to the Rebel pilots. It is said again by Han Solo to Luke, right before the attack on the Death Star battle station.
In The Empire Strikes Back, Emperor Palpatine states “There is a great disturbance in the Force,” in reference to Luke Skywalker. Yoda points out that “a Jedi’s strength flows from the Force.” while training Luke (a statement he would repeat in Return of the Jedi); Yoda also explains that “you must feel the Force around you.” During their battle in Cloud City, Darth Vader tells Luke “The Force is with you, young Skywalker, but you are not a Jedi yet.” Finally, Luke says “May the Force be with you” at the end of the movie.
In Return of the Jedi, some references to the Force also include Yoda stating on his deathbed “Strong am I with the Force, but not that strong.”, Luke revealing to Leia that he is her brother, by stating “The Force runs strong in my family”, and Admiral Ackbar saying, “May the Force be with us” immediately prior to the Battle of Endor.
[edit] Depiction
In the original Star Wars film, the Force is first described by Jedi Master Obi-Wan Kenobi as an energy field created by all living things, that surrounds and penetrates living beings and binds the galaxy together.[2] Throughout the series, characters exhibit various powers that rely on the Force.
The Force has a “Dark side”, which feeds off emotions such as anger, jealousy, fear, and hate, but the Jedi use the Force only for peaceful purposes.[3] The series’ villains, the Sith, embrace the dark side in order to seize power.[4] The Jedi’s compassionate and selfless use of the Force has come to be known by inference as “the light side”, although that term is not used in the films.[5]
Star Wars: A 20th Century Fairy Tale?

Since its opening, a number of people have suggested that George Lucas’ 1977 blockbuster movie Star Wars can be thought of as a modern fairy tale. By approaching the film in the same manner that we approached fairy tales during the semester, and by discussing the similarities between what defined the fairy tales we read and the movie, I shall endeavor to determine whether or not Star Wars is a fairy tale by those standards.
Since every fairy tale needs a plot, and many fairy tales share common plot elements, the first question to ask is whether or not Star Wars has these same elements or similar ones. In most of the fairy tales that have similar elements, the hero or heroine departs from home for one reason or another, embarking on a journey or quest. He or she then has three encounters with people or animals who must be helped by or help the hero. These people often give the hero gifts (usually magical) or travel with the hero to help him along the way. The hero then comes into conflict with a powerful opponent, who is defeated by the hero with the help of the people he encountered or the gifts they gave him. Finally, the hero is rewarded for triumphing over his opponent.
The sequence of events in Star Wars definitely follows this formula. The hero, Luke Skywalker, leaves home first to track down and recover his runaway droid. While away from home, he has the first of his three encounters, in this case with the Jedi Knight Obi-Wan Kenobi, who can be seen as a version of the fairy tale wizard. Obi-Wan not only gives Luke the lightsaber that had belonged to Luke’s father (the science fiction equivalent of a magical weapon) but goes with Luke to help him. Obi-Wan also helps Luke by identifying the people responsible for the death of his father…the Empire, and their leader Darth Vader. Luke returns home to find that his uncle and aunt, who had been caring for him, have been killed by the Empire. He leaves home a second time to gain revenge on those who killed his family and rescue a princess in trouble.
He then has his second encounter, this time with the smuggler/pilot Han Solo. At first, Han doesn’t appear to be a hero, making Luke and Obi-Wan pay for transportation to where they need to go. However, he shows his true colors later in the movie by helping Luke overcome his opponents. Han also provides Luke with the use of his starship, the Millennium Falcon, which can be seen as the equivalent of the magical conveyances used in many fairy tales. The growing band of heroes then runs into trouble when they discover that their destination has been destroyed by the Empire’s Death Star, which takes the place of the evil magic which fairy tale heroes often must overcome.
On board the Death Star, Luke comes into contact with the third person who will help him, Princess Leia, who is a prisoner of the Empire. After he rescues her with Han’s help, Leia helps Luke by having faith in him and giving him the strength to overcome his opponents. Where Obi-Wan and Han actively help Luke along his way, Leia helps focus him on his goals and provides him with the strength of will he needs to achieve them.
At the end of the movie, Luke comes into conflict with his opponent, Darth Vader, for the first time. Indirect guidance from Obi-Wan, direct help from Han Solo, the strength given him by Princess Leia, and his own inner resourcefulness give Luke the abilities and edge he needs to overcome Darth Vader and destroy the Death Star. He is rewarded by the knowledge that he has saved his friends, a raising of his social status as his achievements are publicly recognized, and a direct reward from the Princess.
Star Wars seems to draw some of its story elements from common events which take place in many fairy tales. For example, Obi-Wan rescues Luke when he has been injured while out in the wilderness, an occurrence which happens often in fairy tales. Fairy tale heroes often lose their mentor when their opponent is able to overcome them. This happens to Luke, when Darth Vader kills Obi-Wan during their duel near the end of the movie. The most obvious similarity is that many fairy tale heroes must rescue a princess, which is something that Luke does during his adventures.

Characters in fairy tales often use metaphorical language, describing something by comparing it with something else rather than giving a “technical” definition. Some of the characters in Star Wars do the same thing, especially Obi-Wan. For example, he speaks in such a manner when describing the Force, what passes for magic in Star Wars. He says:
The Force is what gives the Jedi his power. It’s an energy field created by all living things. It surrounds us and penetrates us. It binds the galaxy together. (Lucas, Star Wars, p.35)
Rather than trying to quantify the Force, he describes it in a more organic, metaphorical way, giving Luke an idea of how large it is rather than exactly how it works.

A ballet dancer wins the lead in “Swan Lake” and is perfect for the role of the delicate White Swan – Princess Odette – but slowly loses her mind as she becomes more and more like Odile, the Black Swan.

Origins of the Swan Lake story
Many critics have disputed the original source of the Swan Lake story. The Russian ballet patriarch Fyodor Lopukhov has called Swan Lake a “national ballet” because of its swans, who originate from Russian lyrically romantic sources, while many of the movements of the corps de ballet originated from Slavonic ring-dances.[4] According to Lopukhov, “both the plot of Swan Lake, the image of the Swan and the very idea of a faithful love are essentially Russian”.[4] The libretto is based on a story by the German author Johann Karl August Musäus, “Der geraubte Schleier” (The Stolen Veil),[5] though this story provides only the general outline of the plot of Swan Lake. The Russian folktale “The White Duck” also bears some resemblance to the story of the ballet, and may have been another possible source. The contemporaries of Tchaikovsky recalled the composer taking great interest in the life story of Bavarian King Ludwig II, whose tragic life had supposedly been marked by the sign of Swan and who—either consciously or not—was chosen as the prototype of the dreamer Prince Siegfried.[4]

About Royal Rosamond Press

I am an artist, a writer, and a theologian.
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