Advertising Manipulates And Persuading The Consumers Media Essay

Advertising Manipulates And Persuading The Consumers Media Essay The basic purpose of this paper is to understand the techniques used by advertisers, the propaganda they create and the real dangers they cause in modern society. Our argument is essentially unless people become aware, our society will change direction. A balanced view however cannot ignore the fact that people like to be in control of their thoughts.   Ads also give information about their products.  Some inform against disease risks, others are for humanitarian aid or for the Nations welfare but this kind of ads is not much prevalent. In the following pages, we will first look at what are the methods used by advertisers, how they manipulate dreams and yearnings; then we will turn back to the power and strategies of advertising which attract people with guilt complexes, emotional blockages and false ideas before finally examining the influences on children through various examples of commercial campaigns using transgression and appearance. The main goal of advertising is to demonstrate in every ad that consumers have an important and interesting offer and the reason to buy a product. Advertising helps a product to be sold. If it is well advertised, people will be aware of a product and it will lead to an increase in sales. Moreover, with a well marketed ad, it is easier for consumers to understand the benefits of a product and where to find it. Furthermore, people will save time and money instead of trying every kind of product. Companies use different ways to help sell and identify a product with for example, slogans which are used over and over. Advertising is aimed at people who are loyal customers. For example, make-up and beauty products are targeted at women while razors and brief-boxers are targeted at men. Slogans like Its the real thing. Coke by Coca-Cola (Bovà ©e, Thill, Dovel, and Wood 680), or Because Im worth it by lOreal but also Just do it by Nike help consumers to recognize companies. When people see t he Nike symbol, they know what to expect. Nike introduce of the best athletes in their ads and it feels to the viewers a great satisfaction, that is why they want to buy sportswear to be like Zinedine Zidane, Usain Bolt etc. Advertisers create strong, persuasive and lasting symbols. However, these repetitive slogans lead to a ballyhoo and it gets into everybody, people are no longer interested by the quality of the product but they are only focus on the brand. Sut Jhally, in the film The Ad and the Ego, said that symbolism is never natural, it is tied up with power. Advertising plays a positive key role in many aspects; it also helps health care organizations, charitable organizations and social activist groups encourage people to give money, to do voluntary work, or vote to change laws (Day 34). Agreed, but is it the good way to ask some help by broadcasting or others ads? For example, charitable organizations like Amnesty International reach out to their audience by commercials, m agazine ads. These ads help consumers to become more aware of problems and that each coin is important, as well as all the support they can give. Should not these organizations directly go and see people, be attractive, organize meetings? Another example is ads made by government for road safety but it does not mean that there are less accidents. We can also watch ads to join the army, but is a thirty second clip make people really want to join military services? We could not ignore that advertising has various negative aspects. In this paper we will focus on the methods used by advertisers, we will bring to light propaganda and underline ballyhoo to understand what has changed in consumers behaviours in the contemporary society. We will debate on what are the real goals of advertising and why it leads to a kind of corruption. The number of advertisements, exposed daily to Americans, has soared over the last few decades. Studies reveal that people see three thousands ads per day. Advertising is omnipresent, at the service station, at cinema, in toilet or during sports events, we have now two ads breaks during a film on television. Even space is not sheltered from marketing. The Russian space program has launched a rocket on which was painted a Pizza Hut logo, and some companies have even explored the possibility of putting ads in space that we could see from the earth. People are clearly obsessed by advertising. When we speak about propaganda, people tend to think of Hitlers and Stalines massacres but in this essay we point out the ways of which companies try to encourage people to buy products. They persuade people about the truth of an idea, the quality and the appropriateness (Propaganda and Persuasion: Misuse of Language and Meaning) of a product, why these shoes are better than the other ones. Propaga nda is not a simple form of communication; indeed, it is directional because people buy products to be in vogue, and it is also emotional because advertising directly appeals to human feelings, we will precisely examine it in the second part of this essay. This famous George Orwells statement Who controls the past controls the future. Who controls the present controls the past. show the relations between symbolism and power of advertising. Who choices and controls symbolisms? What are the strategies used by advertisers? Bandwagon is a common technique, it is an appeal to join the crowd because others are doing things which are victorious, that is the winning side. If someone do not that, he will be left out. For example, on TV ads, we see that everyone enjoys playing football because they wear the same tee-shirts, so we jump on the bandwagon and buy this tee-shirt. Another kind of propaganda, named testimonial, is used when a famous person is connected with an item Eight out of ten women artists recommend Chanels perfume. The next type is transfer, when the quality of the product is associated with the user. Then, we study repetition; it isnt just the apparition of the logo which works, it is the repetition of this same logo over and over which hypnotize us and force us to consume things we dont really need. As Chris McLean says, the products that stand out and say buy me, are ones that carry a logo that has been repeated to us time and time before. This sort of advertising just doesnt randomly occur. Finally, we insist on the glittering generalities which are positive meanings highly valued, which make us believe that if we buy a product our life will change. Advertisers try to gather all of theses types of propaganda to make successful ads. The challenge is not to create works of literary merit, but to meet advertising objectives. This does not mean that copywriting is not an art, however, it is simply art in pursuit of a business goal (Bovà ©e, Thill, Dove l, and Wood, 676). Unfortunately, business goal makes sense with money, and the different methods used by advertisers lead to a societys perversion in order to make profit. We can call that a brainwashing, all mankind are bewitched in a wave of advertising and it has changed consumers behavior. They linger over some headlines, some slogans or labels that serve as the come-on to get them to stop turning the page and check out ads (Bovà ©e, Thill, Dovel, and Wood, 677). The TV world becomes a self-fulfilling prophecy: the mass mind takes shape, its participants acting according to media-derived impulses and believing them to be their own personal volition arising out of their own desires and needs. In such a situation, whoever (advertisers) controls the screen controls the future, the past, and the present (Nelson 82). We have seen that advertisers use various strategies to persuade people buying products, we will now outline that people are  attracted by false  ideas and   hav e  guilt complexes and  emotional blockages, advertising influences  peoples behavior by manipulating dreams and yearnings. To support our argument, we will refer to a quotation of Northrop Frye who said that advertising is a judicious mixture of flattery and threats. Herbert Krugman noted, in a research based on the brains survey, that viewers are in an hypnotic state and mostly in trance, they were getting their beta-endorphine fix. Advertisers take hold on consumers minds, they tug at their psycho ­logical shirtsleeves and slow them down long enough for a word or two about whatever is being sold (Fowles 658). They try to draw attention to a picture, a slogan, a song by giving form to peoples deep-lying desires, and picturing states of being that individuals privately yearn for (Fowles 658). explained that the function of a display in the store is to recall the consumers experience of the product in the commercial. You dont ask for a product, the product asks for you! That is, a persons recall of a commercial is evoked by the product itself, visible on a shelf or island display, interacting with the s tored data in his brain. People in modern society no longer takes time to think about a product, its usefulness, interest that it will bring. They are enrolled in the consumer society, they go in search of having the most possible clothing, perfumes or cars. Society became too materialistic, does happiness happen with the possession of more goods? Before, people preferred having a simple life, spending weekend in the countryside, fishing, without luxurious cars and a bling-bling lifestyle but advertising pushes them into enjoying the material pleasures of a modern, technological society (Bovà ©e and Arens 687). It can be argued that there is a relationship between the Marshall McLuhans continuous pressure and the belief in the power of advertising to control customers against their will, an attitude that consumers simply have no freedom of choice when confronted with advertising persuasion (Bovà ©e and Arens 687). Emotional appeals add up to the manipulation of consumers. The use of subconscious appeals is designed to stimulate subrational impulses and desires, even if they are unacknowledged by their possessor (Fowles 659). Fowles demonstrated that ads can be classified in fifteen groups according to the appeals they communicate and he explained that his idea was inspired by Murrays list which grouped a full taxonomy of needs. In every ads we watched, we are brought face to face with appeals, there are many needs that appeal to our psychology. For example, the need to nurture corresponds to maternal instincts, each time we see something cute, precious (Fowles 664) like a child or a kitten. Advertisers use affiliation to win affection of another (Fowles 662). When someone has the feeling to be protected by an image, that is need for guidance. The need for prominence and attention can be brought together because people want to be respected, to be highly esteemed by everyone. Beauty is attractive and gives us aesthetic sensations, we call it the beauty myth; W e will tell you what is beautiful and what isnt. Our products are what make people beautiful. To be happy you must be beautiful, and to be beautiful you must buy our clothing and cosmetics. Most people are not consciously aware they are commanded to buy some products. Stuart Ewen declared that it became the assumption that the way people are persuaded is to appeal to them on unconscious levels (The Ad and the Ego). He considered that the ultimate psychology is pavlovian because ads use communication strategies that create stimuli which make people respond in a manner similar to how Pavlovs dogs were trained to salivate at the mere ringing of a bell. Advertisers make ads in order to represent everyday life, to recall customers feelings, in that way people recognize themselves; they dont see this like advertising, but just like something that is done. We have been concentrated on the psychological approach through appeals and needs which surround us in various ads, through false ideas and dreams that are conveying and again this obsession of buying with the promise of greater status, greater social acceptance and greater sex appeal (Bovà ©e and Arens 686). Our discussion of the debate leads us to the next point, childrens manipulation. Each brand has strategies and, particularly, according to the audience targeted. Currently, pocket money of young people is a significant sum to investors. Moreover, young peoplehave a strong influence on parents. They are the consumers of tomorrow, that explains the investment of major brands for customer loyalty and make them become good consumers. So, that is why brands have to adhere to their valuesà ¢Ã¢â€š ¬Ã¢â‚¬ ¹Ãƒ ¢Ã¢â€š ¬Ã¢â‚¬ ¹, use their tools and languages. As a result, children and adolescents are targeted aggressively by food advertisers, and are exposed to a growing and unprecedented amount of advertising, marketing, and commercialism through a wide range of channels. The principal goal of food advertising and marketing aimed at children is to influence brand awareness, brand preference, brand loyalty, and food purchases among youth (Food Advertising and Marketing Directed at Children and Adolescents in the US). Teenagers need to look like group members and if not the y are cast out. The youth do not see themselves survive without the favourite sneakers wore by the group they belong. Young people need to identify with themselves and brands know that. The best example is with De Von Dutch brand. There was no advertising and it has immediately been successful. The simple fact, that celebrities wear clothing, made its name. The brand had clinched a deal with Thierry Henry and Michael Young who were systematically wearing these clothes during meetings. It can be argued that brands make use of young people to sell their products. Advertising puts the sweet flavor forward in various products they offer to young people. It is not only found in food products but also in cigarettes, cosmetics, and especially in alcoholic beverages. This abundance of sugar has resulted in a consumption more and more important and it leads to obesity problem. To be among the few messages that do manage to gain access to minds, advertisers must be strategic, perhaps even a l ittle under ­handed at times (Fowles 658). During parties students, open bars, or ferias, brands are present in order to promote or to update new products. Internet is a very attractive medium for advertisers wishing to target children. It is in the youth culture because they are growing up in a world where the Internet plays a big part in everyday life. Parents do not understand the scope of the solicitation to which their children are exposed on the Internet. At each new tab opened, an advertisement is displayed on the screen, young people are forced to pay attention. Children are often alone without parental supervision. Unlike other broadcast media, Internet advertising is not controlled. It facilitates the collection of personal information about young people and it allows to target individually children through personalized messages. It is difficult for adolescents to develop healthy attitudes about sexuality and body image when many of advertisements are filled with thin, fit, beautiful and very sexually attractive people. It can be seen that there is a link between sex appeal, physical attractiveness, popularity, success and happiness. Fashion designers like Calvin Klein, Guess resort to aggressive campaigns involving young people. These ads sell more than clothes, they also sell adult sexuality. The tobacco and alcohol industries target young people in advertisements giving an impression of being cool, independent. The Marlboro Man (696 Marlboro), with his image of independence and autonomy, struck a responsive chord among adolescent males (Advertising and Marketing Directed at Children and Adolescents in the US). Marketers publish advertisements in magazines mostly read mostly by teenagers and place advertisements near schools, on billboards, in bus shelters. They make smoking favourite of young people. They sponsor concerts and sporting events and broadcast their ads during programs listened by young people. Because marketing to children and adolescents has become so pervasive, many child advocates and media experts believe that such marketing constitutes an escalating public health problem. The intense marketing of high fat, high sugar foods, tobacco, alcohol, to young children can be considered as exploitation because they do not understand that adverts are designed to sell products and can not comprehend or evaluate advertising (Advertising and Marketing Directed at Children and Adolescents in the US). The purpose of advertising is to persuade, and young children have few defenses against such advertising. Older children and teens can be manipulated by the strong emotive messages in advertisements. (Strasburger 186). To conclude, it is necessary to remind Carrie Snows quote, who said, Advertising degrades the people it appeals to; it deprives them of their will to choose. The present study was designed to show that advertising made change peoples behaviors because it is manipulative. One of the more significant findings to emerge from this paper is that advertisers use strategies in order to take control of consumers minds to increase sales. It is a matter of money. Advertisers are conscious of peoples emotionalism and trifle with them. We have seen that marketers have various tactics to make believe that consumers need a product. Unfortunately, people are ignorant toward the control. That is why advertisers take advantage of it since the earliest years; children are under a persisting pressure and are influenced to eat more sugar, smoke more cigarettes and buy more shoes. Generally, people want to have a great social status, to be fashionable, they want to feel respected. An obvious solution to the problem highlighted in this paper would be to protect from commercial influences that may adversely impact people health, and that as a society that values man, there should be greater social responsibility for their present and future health (Food Advertising and Marketing Directed at Children and Adolescents in the US). The limitations of this study are clear, advertising has also benefits. However exploratory, this study may offer some insight into the current society in which we are living. Despite his limitations, this study does suggest that people ought to stand back from ads they see every day and understand that it is a trap to make them consume again and again.

Outsiders in Brave New World Essay

Outsiders are a very common theme in the novel Brave New World by Aldous Huxley. Many characters show traits of an outsider. John is one character who fits the bill. He is the ultimate outsider. Other outsiders in the book are Bernard and Linda. All of these characters have traits that make it difficult for them to â€Å"fit in† to the society of the New World. They don’t fit in a conforming society. These three characters are perfect examples of outsiders in Brave New World. Bernard is an outsider who doesn’t want to be an outsider. He wants more than anything to fit in, and when he does, he takes advantage of it. He is physically smaller than the other Alphas. Other Alphas think that a â€Å"gamma put alcohol in his blood surrogate† when he was a baby, which is why Bernard never fully developed physically (Huxley, 46). He also â€Å"spends most of his time by himself – alone† (Huxley, 45). The other Alphas don’t really want to be around him. Bernard has one friend, Helmholtz Watson, who is also an outsider. Everyone in the beginning of the book views Bernard as an outsider. When Lenina tells her friend Fanny about being interested in Bernard, she â€Å"look[s] startled† and strongly disapproves of the idea because of Bernard’s â€Å"reputation† (Huxley, 44). People don’t accept his differences because they are brainwashed to think that everyone who is different doesn’t belong in their â€Å"perfect† society. Bernard later starts to fit in to society because of his newfound popularity after bringing John back from the Reservation. He begins to conform because deep down all he wants to do is fit in. He throws a party and is all of the sudden the most popular kid around. He really enjoys his newfound popularity. His sudden change in attitude shows how shallow he is. He disapproves of the society in the New World because they didn’t accept him in the beginning. When they accept him, he likes the society which shows how hypocritical he is. John’s mother, Linda, is another classic example of an outcast in Brave New World. First of all, she had a child, which is unheard of in their society. People in the New World are shocked when they learn of the child. The word â€Å"mother† alone â€Å"made Lenina look uncomfortable† (Huxley, 118). The idea of a family disgusts the citizens of the New World and she is definitely viewed as an outsider for having one. Another reason Linda isn’t accepted is the fact that she aged. When Lenina first sees Linda, she is disgusted at â€Å"all the lines on her face† and she cringes at the sight of â€Å"the wrinkles† and her â€Å"sagging cheeks, with those purple blotches† (Huxley, 119). The citizens are not used to old people. Lenina does not know that this was the natural aging process. Linda is also viewed as an outsider on the Indian Reservation. She is used to the New World, and when she first arrives in the Indian Reservation, she is viewed as different. She is used to sleeping with many men, so when she â€Å"had people in the ordinary way, the others [thought she was] wicked† (Huxley, 121). The women who lived on the reservation hate her deeply. She becomes an outsider on the Reservation. Linda is a fitting example of an outsider in the book because she aged, she has a kid, and she lived on the Indian Reservation with the same morals as the people from the New World. Lastly, the ultimate example of an outsider is John. He is an outsider in both the Indian Reservation and the New World. He is a â€Å"stranger in the reservation,† because he was born of a woman from the New World and his skin was much more pale than the others (Huxley, 118). He is an outsider in the New World as well because he is a â€Å"Savage† from the Indian Reservation. He does not live by the same moral code as the other citizens of the New World. He wants to leave the New World. He goes to the controller at one point and asks if he â€Å"mightn’t go to the islands with† Helmholtz and Bernard (Huxley, 242). He does not fit into the New World and he does not agree with the morals they lived by. He is searching for truth, which is a foreign idea to the citizens of the New World. He ends up spending his time alone, because he does not like the people of the New World. His wish to be alone is the reason why he wants to go to the islands. He wants to be anywhere else, â€Å"So long as [he] can be alone† (Huxley, 243). He does not conform to the society because he had grown up naturally, without being brainwashed by the government. In conclusion, John is the textbook example of an outsider in the book because no matter where he is, he never fits in. These three characters are great examples of outsiders in Brave New World. Outsiders are a very common theme in the book, and John, Linda, and Bernard are all characters who display traits of people who are different. Because they do not conform to the societies they live in, they become outcasts. Without these traits, this novel would not have much of a story.

Anglo Saxon Culture as Reflected in Beowulf

Every culture has its own set of beliefs values and customs. Cultural beliefs, values, and assumptions are directly and indirectly acquired throughout a lifetime. A culture is the sum of a group’s way of life and this is no different with the ancient Anglo Saxon culture. Cultures usually have distinct figures that reflect their culture as a whole. The importance of religion, values, and heroes are reflected a great deal in the epic poem of Beowulf accurately showing the Anglo Saxon culture as a whole. Men dominated the Anglo Saxon society and the people loved a great hero like that of Beowulf. They believed a hero should be a keeper of his promises, be boastful and produce great physical strength. Also Beowulf was an outstanding fighter and loyal to everyone he met. He believed no one was greater than anyone else; Beowulf showed great respect even to his enemies by fighting them one on one (â€Å"Anglo Saxons† 48). Even when Beowulf knows fate is against him and he is going to die; he continues to keep fighting; â€Å"†¦No prince so mild, no man so open to his people, so deserving of praise† (Beowulf 60). Beowulf’s boastful self-confidence, his overpowering strength, and his victories in battle make him a classic legendary hero and a model for the Anglo Saxon culture. A very important element in the society of the Anglo Saxons was the mead hall. The mead hall was essentially a meeting place for dinners, story telling and the party for victories (Bjork 89). The mead hall symbolizes security, fellowship, and all that is good in the world (Bjork 90). The mead hall was thought to be the safest place in the entire Kingdom. In Beowulf the mead hall was described as â€Å"the foremost of halls under heaven† (Orchard 77). This mead hall was called Herot serving as a palace for King Hrothgar. This is where Beowulf dismantled Grendel in an epic battle. Beowulf preferred to fight with his bare hands. The typical Anglo Saxon warrior was not blessed with the great talents Beowulf was blessed with so they used various weapons like: the spear, sword, shield, seaxe, and bow and sling. The spear was the most common weapon of choice and could be used as a missile or used in hand-to-hand combat. The sword was not a common weapon used at all because it was very expensive to produce. The sword was usually given to a great warrior who has demonstrated courageous acts in battle. All warriors had a shield that was made of wood and usually lined together by metal. A seaxe was a single bladed knife that was carried on the belt on the warrior and was used more as a tool than an actual weapon (Beowulf 112-113). Anglo-Saxons valued religion very highly. There is much controversy over Beowulf in dealing with pagan and Christian beliefs because historians believe both were integrated although Christianity seems to be more prevalent. Religion was the center of people’s life at this time and is demonstrated in Beowulf when Beowulf calling for God exclaims †¦ â€Å"the almighty the maker of the earth†. Up until the 6th century it is back and forth between Christianity and Paganism. The greatest sources of information on the pagan period of religion are from the 7th to 8th century testimonies, such as Beowulf (Orchard 25). Paganism dealt with the worshiping of many gods. The celebration of glory has such emphasis in Beowulf because human praise is the highest goal of the pagan characters. Anglo Saxon warriors wore helmets for battle with a pagan god on them named Freyr. Those who grew up praying to Thor to protect them with their shield and helmet before they went to battle were involved in the pagan religion (Orchard 33). Paganism seemed to be the religion of choice for many Anglo- Saxon warriors while Christianity did not evolve as quick in warriors (â€Å"Saxons Culture†). Margaret E. Goldsmith who wrote â€Å"The Christian Theme of Beowulf† exclaimed the teaching of St. Augustine and St.  Gregory are incorporated in Hrothgar’s sermon. Goldsmith said Beowulf was sort of a Christian historical novel, with selected bits of paganism purposely laid on as â€Å"local color† such as the references to fate or Wyrd (Bloom 127). All considered Beowulf shows religion, expresses values of everyday life and explains what a true hero in all about in Anglo Saxon times. The Anglo Saxons express their cultures through wonderful literature such as Beowulf, which is a record of heroic deeds. The Anglo Saxon society believes in great men such as Beowulf that have good morals and exemplify devotion to their country. Beowulf derives its main plot from folk tales; and as W. P. Ker has said, â€Å" it is difficult to give individuality or epic dignity to commonplaces of this sort (Bloom 14). The author of Beowulf recognized the obligation of giving his hero emotional and ethical value through association with events the Anglo Saxon people would recognize as hero-like. It was not enough that Beowulf should display unequaled strength and courage in his victories over gargantuan monsters but the value of these exploits must be enhanced by Beowulf’s deep and emotionally justified concern for those he fought (Bloom 14). The physical power of Beowulf does not give him the moral dimensions and the title of an epic hero. The loyalty and unselfishness Beowulf displays makes him the ultimate Anglo Saxon hero and the great epic of Beowulf will never be forgotten because there is no greater idol than Beowulf.

Latin Personal Pronouns

A pronoun stands in for a noun. A personal pronoun works like a noun in one of the 3 persons, which are, predictably, numbered 1st, 2nd, and 3rd. In Latin, nouns, pronouns, and adjectives are declined: endings signify the specific use of the pronouns in the sentence. These uses and endings are the cases. Commonly, there are nominative, genitive, dative, accusative, and ablative cases. Latin Personal Pronouns in the Subject or Nominative Case Subject or Nominative Case pronouns function as the subject of a sentence. (The subject is the word in the sentence that does the verb.) Here are the English subject pronouns followed by the Latin nominative pronouns. I - EgoYou - TuHe/She/It - Is/Ea/IdWe - NosYou - VosThey - Ei Oblique Case Pronouns: Genitive Case The oblique cases are the cases that are not nominative/subject. One of these is familiar from English pronouns. This familiar case is the possessive or Genitive Case, as it is called in reference to Latin. The English determiner my is a possessive. The English pronouns mine, ours, yours, and his/her/its are possessive pronouns. Other Oblique Cases Other oblique cases are the direct object (Accusative Case in Latin) and the prepositional cases (in English). Accusative Case The Accusative Case is used as the direct object of a sentence or the object of a preposition. Not all Latin prepositions take the Accusative Case. Some prepositions take other cases. Dative Case The Dative Case is the equivalent of the English indirect object case. The indirect object is used in English when a verb takes 2 objects: one is acted upon (the direct object/Accusative Case) and one receives the object (the indirect object/Dative Case). (Subject does direct object to indirect object [example below].) You can generally spot the indirect object easily in English because the prepositions to and for precede it*. In Latin, there are no propositions for the Dative Case. He gave the letter to you (Epistulam tibi donavit.) He Subject/Nominative CaseTo You Indirect Object/Dative Case tibiThe Letter Direct Object/Accusative CaseDoing it all with pronouns:He gave it to you. (Id tibi donavit)**He Subject/Nominative CaseIt Direct Object/Accusative Case idTo You Indirect Object/Dative Case tibi Besides the Dative Case for the indirect object, where the English preposition is spelled out (to or for), there are other prepositional cases. Ablative Case The Ablative Case is used with a wide variety of propositions, including with and by. Like the Dative Case, the prepositions are sometimes implied in Latin, rather than written out. The case that is used for the direct object -- which youll remember is called the Accusative Case -- is also used with some prepositions. Some prepositions take either the Ablative or the Accusative Case, depending on meaning. * Not all instances of the prepositions to and for in English signify the indirect object. ** Note the subject personal pronoun is not spelled out but is included in the information from the verb, which tells you person, number, voice, mood, aspect, and tense. You could say Ille id tibi donavit if the he in question were important.