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== Evidence in Philosophy ==

===Introduction and origins===

Evidence in the world of discipline is a crucial necessity one has to provide to prove that a matter is knowledgable. In Philosophy, the evidence is based upon experiments, interpretation, state of minds and is also relative to the context. In ancient philosophy, we can distinguish to different schools of thought regarding evidence. According to the Romans, evidence was when one's reality and thought coincided. This train of thought would lead to truth, "adequatio". In this context, evidence would be the merge of fact; one thought to discover an "adequatio". The Greeks and later on, Heiddeger gave another feature to evidence which would lead them to a different truth, [https://en.wikipedia.org/wiki/Aletheia#:~:text=Aletheia%20(Ancient%20Greek%3A%20%E1%BC%80%CE%BB%CE%AE%CE%B8%CE%B5%CE%B9%CE%B1),truth%20or%20disclosure%20in%20philosophy.&text=Aletheia%20is%20variously%20translated%20as,also%20means%20factuality%20or%20reality. "aletheia"]. Here the evidence is the process of opening up appearances to find the truth. Already in the early days, evidence brings together varying trains of thought that all tend to demonstrate truth. === Evidence in Empirisme=== Empirisme is a philosophical approach that uses experience as evidence to find the truth. Evidence will take the form of one's experience, and it can also pass through our senses. This is what John Locke explains in his book "An Essay concerning human understanding" written in 1689. He notes that a human doesn't have any innate knowledge. The evidence that he will collect to attain a form of truth will be through his experience, which is the different interpretations he makes of his senses. === Evidence in Idealism===

In idealism evidence to find the truth, one must pass by a state of "epoché" as Rene Descartes stated in his "Discourse on the Method" in 1937. Here an individual to find about truth will have to first doubt about it. However, unlike the sceptics who questioned about everything and in the end, even the fact that they doubted, in idealism, the first truth have as only evidence intuition. As the first principles of demonstration can't be demonstrated, the only evidence will be one's intuition. ===Different degrees of evidence and truths===

Immanuel Kant, in his "Critique of pure Reason" in 1781 in rational approach opposite to idealism, finds that there are different types of evidence that give birth to separate categories of truth. He distinguishes one truth as an opinion which is when the subject evidence is insufficient subjectively and objectively. Then there is faith which is when the subject's evidence is inadequate objectively but sufficient subjectively. Lastly, what he calls knowledge is when one's evidence is objectively and subjectively sufficient.

'''== Truth and the discipline of Art. =='''

As the etymology "poiesis" of the word Art indicates, we are talking about a discipline where one has to create. Effectively artists reproduce the truth and the realities of our world. As the etymology "Aletheia" demonstrates, the work of art is to reveal the forgotten truths. Through art, one displays a revelation, creation, and expressions.

=== Heidegger and truth in Art ===

Heidegger doesn't use a scientific definition to talk about truth. For him, truth isn't just the adequation between a name and an object. He goes back to the meaning of Aletheia seeing truth as an essence that hides behind a veil that we need to tare apart to grasp. The cover put over things are the illusions, the appearances that hide the idea, the essence. In the Platonic tradition, the truth is the being hidden behind the appearance. Heidegger departs from Platonic thought when he asserts that Art reveals the truth. The work of Art draws each thing and each emotion out of the generality that covers them, to make them appear in their singularity and reveal their uniqueness. Faced with the impoverishing generalizations of action and idea, Art makes us rediscover the wonders of the world in front of us. In this world, each being, each emotion, shines with a unique and singular radiance.

=== Plato and truth in Art ===

According to Plato, the sensitive world is filled with appearances that are always deceptive, where everything changes and is corrupt. And the painter reproducing appearances only takes us further away from the essence. Indeed, suppose the idea of the object is already a degradation of the concept of the flower, the idea which is eternal, which is the essence. In that case, the painter's canvas representing the object flower takes us away from the idea a second time by the admiration it can inspire. It is a second degradation of the idea.

The power of digital marketing
A simple definition of power could be the ability to alter behaviours and events. The power of digital marketing implies that this specific discipline can offer more market powerto businesses. Market power or monopoly power is when a company can raise its prices above the area where there would be competition.

Introduction to digital marketing
Digital marketing compared to traditional marketing regroups every marketing entity that can be found through the use of electronic devices and more specifically, the internet. With this discipline, firms are now able to offer their services and products on websites, mobile phones, social media, emails, videos and various search engines. In our digital era to be competitive in any sector, a business must have a say on the internet.

The power the digital has given to the marketing
The new strategy to adopt to follow and meet the demands of the new digital wave of customers is digital marketing.With digital marketing, firms have the power to vary the audience they're trying to attract as they can develop various strategies. Compared to traditional marketing where a firm has to wait for the end of a publicity campaign to see if their products have worked, with the use of internet firms have a quick overview of the progress of their product with elements such as views, reposts or likes. As these reactions are live companies can adapt directly to be as efficient as possible. Internet is an opportunity for businesses to respond as precisely as possible to consumers needs. Digital marketing has also reassured customers and increased their loyalty to a brand. Customers can find reliable information about products or services on websites at any time of the day. They can in a few minutes compare the prices of the same product to make the best choice which enhances their satisfaction. Programmes are set to make sure customers stay loyal to the brand, such as websites that remember you and can even propose things that you might like based on your previous orders. The relatively low cost of digital marketing has also made it a solid strategy to adopt as small companies are now able to compete with firms that already have an absolute monopoly on the market. This starts a trend where even wealthy companies are obliged to follow as they will not be able to compete with other companies indefinitely with traditional marketing.

The increasing power of digital marketing with globalization
Globalization is a phenomenon where goods and services are becoming available all over the world with the development of information communication technologies(ICT). This has changed the world of marketing and enlarged its horizons. Daily everyday activities have become digital activities. Everyone using the internet is susceptible to be under the influence of digital marketing. Digital marketing has allowed the brand to play a role in daily lives. Internet is the most potent tool of globalization with, for example, brands such as Uber which is the largest taxi company in the world but doesn't own actual cars. Marketing strategies have followed the globalization movement making the content king and not the customers anymore.