The Pepsi Generation

Nancy Perry The Pepsi Generation MKTG305-01 Marketing Management Unit 4 Individual Project October 30, 2011 Abstract It takes many years to build a brand name. Pepsi is no exception. This paper discuses what Pepsi means in today’s market and how it has evolved over time. It also discusses the evolution of Pepsi’s target market and their competition. Celebrity endorsements can sell products and this paper discuses Pepsi’s endorsers as well as their competitions. The Pepsi Generation Introduction Pepsi Cola has been around since the 1893. Invented by pharmacist Caleb Bradham, Pepsi was originally named â€Å"Brad’s drink†, it was renamed Pepsi Cola about ten years later (Bellis, n. d. ). The Brand in Today’s Market Pepsi is found everywhere. It is known by everyone. What started out as a drink designed to be enjoyed and to help in digestion has turned into a conglomerate that encompasses so much of our lives, our vocabulary and so many products that we see in our pantries. Today the Pepsi brand more than just a soft drink. It is also breakfast, juices, teas, side dishes, snacks, cereals and oatmeal’s, energy drinks, and even water (Brands, 2011). Pepsi products are found in grocery stores, convenience stores, discount retail stores, and restaurants. The Pepsi logo is found on everything from children’s toys to racecars and is a recognizable symbol all over the world. The Brand’s Evolution Pepsi has come a long way since its creation in Caleb Bradhams kitchen. Pepsi Cola went bankrupt in 1923 and was later purchased by the Loft Candy Company who tried to sell it to Coca Cola. Pepsi’s first jingle was broadcast across the nation in 1940 (Bellis, n. d. ). in 1966 Pepsi is sold in Japan and Eastern Europe for the first time. In 1970, sales exceed the $1 billion mark with 36,000 employees (Our History, n. d. ). the 1980’s saw Pepsi become the largest beverage company in the world with more than 300,000 employees (Our History, n. d. ). By 1990, Pepsi had acquired Frito-Lay, Gamesa, Smarfood, Kentucky Fried Chicken, 7Up, and many other enterprises (Our History, n. d. ). The Brand’s Target Market: Today and Yesterday In the early years of Pepsi, the target market was limited to the customers who frequented Bradham’s Pharmacy in New Bern. Sometime around 1910, Pepsi started an ad campaign featuring women and celebrities (Caleb Bradham (1867-1934), 2011). This was a very successful move on Mr. Bradham’s part. Women have always been the deciding force behind household purchases, and celebrities grab the attention of the consumer. Pepsi’s target market today is geared for a younger crowd. The celebrities that are employed to be in today’s commercials are well known to the younger generation. Of course, commercials are not the only way Pepsi attracts young people. Pepsi sponsors concerts for musicians that are popular with young people. They provide scholarships, arrange educational trips, they give away items like bicycles, cd players t-shirts, and concert tickets (Pepsi Market Targeting, 2010). Positioning Of Competitors Pepsi’s biggest competitor is Coca Cola. Positioning by distribution would not help Coca Cola since Pepsi is found virtually everywhere Coca Cola is found. Price positioning also would not help Coca Cola because their prices are about the same as Pepsi. Benefit positioning is a good way for Coca Cola to position itself in the minds of consumers but Pepsi has one thing going for it that Coca Cola does not: Pepsi has food products in its list of goods and Coca Cola does not. Target positioning is Coca Cola’s strongest method. They target the same young people that Pepsi does, the 15-25 year old range (Target Market of Coca Cola, 2010). Coca Cola targets upper lower and lower class students and family oriented people with busy life styles who are fun loving and who loves entertainment. They are looking for people who are part of the mobile generation who are on the go and enjoy listening to music and watching television (Target Market of Coca Cola, 2010). Coca Cola and Pepsi and similar products but they do have their differences. Advertising reinforces these differences, which can affect sales and pricing. Advertising also protects the brands from their competition. However, there is a downside; an increase in competitive advertising can have an undesirable effect on the overall sales of each of the brands (Linton, 2011). The Celebrity Face of the Brand: The Fit and the Target In 1984, advertising history was made as Michael Jackson and his brothers appear in Pepsi commercials. Other celebrities like Lionel Richie, Tina Turner and Michael J. Fox soon followed in Pepsi commercials (Our History, n. d. ). Rap singer MC Hammer and Ray Charles appeared in commercials in 1991. All of the celebrity endorsers for Pepsi were chosen to reach a specific target market. Britney Spears and Beyonce were chosen to reach the younger generation just as Michael Jackson was some twenty years earlier. Ray Charles was chosen to reach older consumers who grew up in the ‘50’s and ‘60’s. Other Possible Endorsers for the Brand Pepsi has done a good job keeping up with the times, utilizing the celebrity status of the most popular and well-known people to sell their product. According to TV Guide, the three most popular celebrities are Jennifer Lopez, Kim Kardashian, and Mariah Carey. All three have appeared in Pepsi Commercials. Natalie Portman, Hilary Duff, and Zooey Deschanel have never endorsed Pepsi and would reach their target audience. Hilary Duff is a good choice because of her association with the Disney Channel. Young girls look up to her and young boys think she is pretty. Natalie Portman, whose fame skyrocketed with the release of the Star Wars prequel trilogy, would also make an excellent choice for Pepsi commercials. Zooey Deschanel is appealing to young people because she is an actress, a musician, a singer and a songwriter. The Competitors’ Endorsers Paris Hilton, LeBron James, and Christina Aguilera have all endorsed Coca Cola. However, Coca Cola tends to choose more athletic endorsers, like speed skater Apolo Ohno, and Olympic hockey player Angela Ruggiero (Coca-Cola's Olympic endorsers, 2011). Coca Cola looks for more active athletic people, who are in good, physical condition. Perhaps because they want Coca Cola to be associated with a healthy lifestyle. They do have healthier alternatives than Coca Cola itself like juices and teas. Conclusion It is common knowledge that celebrities affect brand positioning. Advertising reinforces the brands image and helps to protect it in the brand’s market share from their competitors (Linton, 2011). References Bellis, M. (n. d. ). The History of Pepsi Cola. Retrieved October 28, 2011, from About. com: http://inventors. about. om/library/inventors/blpepsi. htm Brands. (2011). Retrieved October 29, 2011, from PepsiCo: http://www. pepsico. com/Brands. html Caleb Bradham (1867-1934). (2011). Retrieved October 29, 2011, from North Carolina History Project: http://www. northcarolinahistory. org/encyclopedia/113/entry Coca-Cola's Olympic endorsers. (2011). Retrieved October 30, 2011, from The Atlanta Journal-Constitution: http://proje cts. ajc. com/gallery/view/business/020510coke_athletes/ Linton, I. (2011, June 06). Does Advertising Affect Brand Management? Retrieved October 30, 2011, from eHow Money: http://www. ehow. om/info_8548285_advertising-affect-brand-management. html Our History. (n. d. ). Retrieved October 28, 2011, from PepsiCo: http://www. pepsico. com/Company/Our-History. html Pepsi Market Targeting. (2010, January 13). Retrieved October 29, 2011, from About. com: http://inventors. about. com/library/inventors/blpepsi. htm Target Market of Coca Cola. (2010, June 14). Retrieved October 29, 2011, from Zimbio: http://www. zimbio. com/Coca-Cola/articles/AQ1BESn41bA/Target+Market+of+Coca+Cola TV Guide Most Popular Celebrities. (2011). Retrieved October 29, 2011, from TV Guide: http://www. tvguide. com/top-celebrities

Is Lying Bad?

Imagine the president of the United States telling everyone that if they spend all of their money until they go bankrupt, then the president will reimburse you, plus get an extra three million dollars. After everyone is totally bankrupt, they figure out that the president was lying and now there is an extremely slight chance that they will ever get their money back. Many people believe that lying is one of the worst things a person can do. They view it as something that hurts everyone and eventually destroys or consumes the person that lies. Others believe that lying can be the best way to handle a situation. They view it as protecting someone's feelings or calming a difficult situation. Many people in our lives share the belief that sometimes the truth isn't is everyone's best interest, but it should be. First and foremost, lying effects you extremely. If you tell a little white lie such as, â€Å"Does this dress make me look fat? † â€Å"No! â€Å", then you may have some guilt riding on your shoulders. If you tell a huge, important lie, then the guilt will be riding on your shoulders like a one thousand pound weight. For instance, what the president did. After a pointless lie, the whole nation is totally poor and most likely starved because of the lack of money for food and water. People lie everyday to, in someway or another, keep themselves out of trouble. Many teenagers will lie to their parents about what they are doing for the evening, how much of their homework they have done, or how that glass vase got broken while they were out of town. We even lie to our boyfriends or girlfriends about who that other boy was that called the house or what exactly we did with our friends last night. All anyone is trying to accomplish by this is to stay out of trouble when we know we've done wrong; but we never think of the effects of lying. Although we think we're being sly, parents are usually smarter than we give them credit for! Eventually there will be no point in telling this lie any longer because be then, everyone has already found out! Then the problem becomes the issue of trust. If you lie, there is no trust. That can be one of the serious consequences of lying. You should never have to lie, or deceive any one. Lies are empty. Evil is simply hurting yourself or others, and lies can do that, even when you don't think they are. Lying can also effect others in a negative way too. How about lying to impress other people? More common in children and teenagers, we lie to make others think we're cool, and when you really think about it, that's the part that's not cool! Most young people care too much about what others think about them. If you tell even the littlest lie, it will harm you in the long run. For instance, your friend asks you if you want to hang out or maybe do something. You say that you can't because you are too busy studying and drowning in school work. Even though, you are actually having the time of your life with some other friends at Golf World. About fifteen minutes late, you look towards the door and here comes your poor, lonely friend through the big glass doors. She spots you, stares sadly for a moment, and then leaves. That is all it takes. One small lie and there you go, one less trustworthy, good friend. To sum it all up, lying is always and entirely bad. Whether it is a small, white lie or a big, important lie it can still hurt you or someone else. Lying effects you in a negative way, making you carry guilt, losing trust, and lying for dumb reasons such as to impress others. Lying effects others in a negative way also, because others might think bad about them or you might just make them look ignorant. It is wrong because it is being deceitful to lie. White lies don't benefit anyone but the person lying. It makes them feel better because they don't want to confront the actual issue at hand. Imagine a world where no one ever told the truth. How would you ever find the truth? How would you deal with having to live in a life of lies? â€Å"Liars when they speak the truth are not believed. † —Aristotle. So why even lie at all?

Love Social Problem Essay Example | Topics and Well Written Essays - 500 words

Love Social Problem - Essay Example It is essential that we, as a society, address childhood obesity. This problem is a social problem for several reasons. Firstly, with the interconnected world we live in, in which resources are so scarce, any over-use of resources by one group of people leads to a shortage or resources for another. In the case of childhood obesity, food is obviously being over-consumed, but this also leads to an over-consumption of many other types of resources such as medical care, that could otherwise be better distributed or lower cost. These are social ills and require a society-wide effort to address them. Childhood obesity is an enormous problem for all of our society that must be addressed by everyone in it. The exact sources of childhood obesity are hard to pinpoint – there is probably a complex interrelation of a variety of factors. But two things are clear – for obesity to occur, children are both eating too much and exercising too little. The origins of both of these problems are societal in nature. Over-consumption is rampant in developed countries; we more, electricity, oil, media, clothing, and nearly everything else than other countries. Everything in the developed world is super-sized, cheap, and made to be consumed in massive amounts. This is especially true of food, where the simplest foods to eat are by far the worst for you – processed foods high in fat and carbohydrates, which encourage children to develop an addiction to both of those things, and parents a love for the simplicity of providing that kind of food to their children. Furthermore, the social activities that children engage in are becoming less and less physical demanding – previously children would have to actually play together, moving around, to entertain themselves, but now entertainment is essentially beamed into their brains in the form of television and video games, which encourage lethargy

Becoming a Gendered Body Essay Example | Topics and Well Written Essays - 500 words

Becoming a Gendered Body - Essay Example While these ideas are evident in adult bodies, there has not been a great deal of study into how these ideas are originally formed as it is commonly assumed to be natural. Martin suggests it is instead something created at about preschool age, at least partly as a result of the hidden school curriculum in which students are taught to behave in specific ways to facilitate the needs of the classroom, teaching and reinforcing specific gendered behavior in the process. The research method for the study was participant observation as the researcher observed five different preschool classes in two different preschools located in the same city. One was located near the city's university and the other was a Catholic school. The study group consisted of 112 children and 14 teachers in which all of the teachers were female. Of the children, 58 percent were boys and 42 percent were girls with very little diversity of ethnicities and little or no difference in economic class as all of the childr en were classified as having come from middle class homes. The researcher and her assistant observed activities within the classroom approximately three times per week for eight months, taking notes and trying to remain as unobtrusive as possible within the classroom setting. Observations were taken during both structured and unstructured activity times. Field notes were then analyzed using Hyper-Research software. Martin determined that gender among young children is created through a variety of factors. One of the most significant factors was dress/body adornment. Surprisingly, she found that most little girls were dressed in pink or pastels almost every day while boys were dressed in primary colors, green, orange and black, but never pink.

Economic recession and human behavior Essay Example | Topics and Well Written Essays - 4250 words

Economic recession and human behavior - Essay Example Issues of survival will develop into reactions that are outside of social responsibility. As the economy turns downward and the financial life of members of society become increasingly more difficult to navigate, decision making becomes a confusing and difficult process. The desperation that develops when the bills are piling up and the creditors are calling can make changes in the way in which people attend to their values and personal ethics. As the job market dwindles and unemployment rises, the effects on the family become profound when housing and food become increasingly difficult to maintain. As well, increases are noticeable in domestic violence and in crime as desperation heightens emotion and lowers inhibitions. As an economic recession increases its effects on the population, taking jobs, homes, and personal identity when associated with a lifestyle, the ensuing desperation changes the way in which a culture functions and creates an unbearable tension in the dynamic of society. The term Recession refers to an economy that is not seeing growth. When two terms or more have failed to see growth, then the economy is considered in a recession. As well, when a rise in unemployment at 1.5% (Eslake) is felt and a diminished gross domestic product is experienced, these are the signs of recession. Depression is developed when a â€Å"significant and sustained downturn†(Eslake) is experienced. This is seen when a decline in the GDP is at 10% or more or when â€Å"a contradiction in real GDP lasts more than three or four years†(Eslake). An example of recession was seen in the 1980’s when the economy declined and widespread unemployment emerged. Depression occurred in the 1930’s and was marked by debilitating poverty spread throughout the United States. Unemployment and inflation contribute to the economic issues that arise during a recession. Unemployment is the percentage of people who are not employed but are looking for a

Case Study 9&10 Essay Example | Topics and Well Written Essays - 1000 words - 1

Case Study 9 - Essay Example In fact, â€Å"cultural sensitivity, cultural intelligence, and certain specific global leadership skills are essential for inspiring people from cultures other than ones own† (DuBrin, 2013, p. 451). In the given example, the way Calvin interpreted the remark given by his team-leader in Great Britain demonstrates the low level of his cultural sensitivity. Actually, he tried to find the reason of low sales in lack of cooperation within his international team not in his managerial skills. Hence, the most important issue is that he tries to fix international challenges in American way. In order to provide the solution, above all it is necessary to mention that commitment is an essential part of each team. Therefore, each member of the company should easily recognize the general aim in order to stay motivated at the workplace. In a given example, the very idea of creating disaster insurance is referring to the universal value of security. Nevertheless, the company did not appropriately notice the difference in specific causes of insecurity. For instance, USA suffers from hurricanes, Japan is facing constant earthquakes, and Great Britain is not that preoccupied with natural but artificial anomalies. Consequently, the final product must be different for these countries to increase commitment of the international team. The advantages of this approach are evident in world experience. In this context, McDonalds company is the best example of effective management in international teams. It gives enough freedom to the local representatives to sale the goods in favor to local tastes. However, the potential disadvantage is that team can become so independent that it will not need American managers to be successful on the local market. In other words, it can be too late to change the interpersonal relations within the company. Thus, there are several methods to increase the effectiveness of the international

Accounting questions Essay Example | Topics and Well Written Essays - 750 words

Accounting questions - Essay Example In Pakistan, the rules and regulations applying to published financial statements under Companies’ Ordinance 1984 include, release of quarterly financial statements by management after review of the same by an external audit firm (Ashraf & Ghani, 2005). Financial reporting in Pakistan takes formats in accordance with the IFRS (International Financial Reporting Standards). Other statutory requirements under the SECP include usefulness of statements to users by being understandable, relevant, faithfully represented, prudent, complete, neutral, and within the proper period. The change I would suggest to these regulations would include recognition of materiality and aggregation in presenting similar class items separately in the financial statements. This principle acknowledges substance over form and is closely linked to faithful representation of financial reports. This change would ensure that the auditors recognize the presentation of prepaid cards as revenue in accordance with their substance, which reflects economic reality. I tend to agree with the numerous accusations leveled against the auditors by the company’s management. First, the auditors had suddenly changed their view on recognition of prepaid cards as revenue for the financial period based on sale and not usage. The auditors had given a clean report of their audit, and still went ahead to suggest a different revenue recognition policy. The issue with meeting time deadlines by the auditors also violated SECP regulations on timely presentation of financial reports (Ibrahim, 2006). Regulations governing the corporate sector stipulate that the auditors should be free of any conflict of interest to give an unbiased and very independent opinion (Ibrahim, 2006). The replacement of auditors under SECP directives mandates the commission to appoint new auditors, which is a way of enhancing

E-Commerce systems Essay Example | Topics and Well Written Essays - 2250 words

E-Commerce systems - Essay Example Each functional area is supported by the information system. Information system in which computer technology is used called Computer based information system. Some are being mentioned below: Information technology is used as a synonym of computer networks and computers. Information technology refers to the application of computer programs and telecommunication equipments that is done to pile up, manipulate, retrieve and convey data. According to Alter (2012) information technology is obliging for the improvement of internal processes, reduce cost, minimize waste, and decrease extra activities and increase development of product. Information technology provides support in marketing and selling processes. With the increasing use of internet and online activities, a new form of has emerged in the recent years. This is termed as online business or ebusiness or E-commerce business. E-business and e-commerce is used as synonym of each other, their distinction can be seen through the detailed study. E-commerce is considered a sub set of E-business. E-business is the usage of technologies in order to improve different business processes (Combe, 2012). E-business includes the management of internal and external processes for instance internal processes include administration, financial and human resource systems; and external processes include customer relationship, supply of services and goods, and marketing and sale activities. The utilization of internet, intranet and extranet is done through e-business for the empowerment of commercial processes (Ashrut, 2012). Combe (2012) stated that through Information technological development (formation of World Wide Web, hypertext transfer protocol and text mark language) consumers and businesses both are having several benefits such as the demand of businesses especially e-businesses is increasing rapidly. Through

The Death Penalty in the United States Essay Example | Topics and Well Written Essays - 500 words

The Death Penalty in the United States - Essay Example Currently, US states with capital punishment record higher murder rates than those without. This means death penalty has failed deter crime the US. A recent survey conducted on the country’s most leading criminologists reveals that many of them do not believe that the enforcement of death penalty has helped to deter homicides (Radelet and Lacock, 2009). One reason for this is that death penalty never addresses the internal and external forces behind offense. For example, many crimes are driven by the prevailing unfriendly and increased unemployment rates. Such situations also trigger aggression among populations. Therefore, killing those found guilty does not solve the problems of the remaining lot. There are also some types of murders that are non-deterrable for example family disputes that result to a non-premeditated murder. These normally increase during times of economic hardships. Increases crime rates can also be linked to increased drug abuse and the never-ending racia l biases (Liebman, et al, 2000). Glaeser and Sacerdote (1999) state that whenever execution is publicized, it tends to trigger more murders in the subsequent days and weeks. The Linberg kidnapping is a good example this. A number of states adopted the death penalty for kidnapping but figures indicate that kidnapping increased.

Opening a fast-food franchise Essay Example for Free

Opening a fast-food franchise Essay Opening a fast-food franchise can be a very rewarding venture. Consumers ate as much as US$110 billion worth of fast-food in the United States in year 2000 alone, a dramatic increase from only US$6 billion in 1970. According to The National Restaurant Association, this trend continues to be observed as fast-food sales grow at a rate of 5% per annum to an estimated US$163 billion by the end of 2007 (Maxwell, 2003). This gives us the idea that a fast-food franchise is potentially a very profitable business option. However despite this implication, an average of three out of twenty-five franchises of major fast-food corporations close down at the end of every fiscal year (Maxwell, 2003), which tells us that merely opening a fast-food franchise does not guarantee success in the business. Therefore there is a need to follow certain guidelines in order to increases the chances of succeeding in the fast-food business venture. The first step is selecting an appropriate fast-food site. This could be a piece of property that you own or intend to lease. It is of prime importance that you first evaluate whether or not your intended site is fit for a fast-food franchise. Some franchisors require you to follow specific guidelines in selecting a site while others may even require you to merely choose from a list of sites that they offer. Sound evaluation of a prospective site involves a scrutiny of 1. ) sanitation, 2. ) consumer base, and 3. ) competition (Hogan, 1997). A fast-food site must be in an area that is relatively sanitized. You should never choose a site that is next to a junkyard or other similar structures. The best sites are located in places that have obvious potential consumer bases such as near a school where the school’s students and faculty members might comprise a commanding consumer base. Unfortunately, there are usually other fast-food outlets already installed in the best of fast-food site areas, which makes it important for you to first analyze the level of competition in the immediate area and whether you would be able to stand up to it. The second step is to select an appropriate franchisor (Hogan, 1997). The fast-food that you will choose should be in demand to your prospective consumer base. You can conduct a survey on the food preferences of people in your prospective site in order to have a better idea of which franchisor to select. It is also important to select a franchisor that has a well popularized trademark and a proven formula for good business. This is the main advantage to buying a franchise as opposed to starting a new fast food joint from scratch. Aspects of a fast-food franchisor such as advertising, good will, and favorable sanitation reports all trickle down to individual franchises. Furthermore, a well run franchise should be able to assist a franchisee on everything, from site selection and even lease negotiation to staff training, ingredients advisory and operations monitoring. The last step is to make the proper arrangements with your selected franchisor (Hogan, 1997). This involves settling a number of fees including those for initial franchise, royalties, and other miscellaneous fees for advertising and promotions. This step also includes hiring and training required staff and setting up the selected site. With all those taken cared of, what remains to be done is to procure stock for the food to be served and then you are good to go. Franchising is a potentially profitable business option. Anyone who is thinking about making such a venture should first look for an appropriate site and select a reliable franchisor before going into the detail of making final arrangements of setting up a franchise.

India Biscuits Industryis

India Biscuits Industryis IMC PLAN FOR BISCUITS Suitation analysis: India Biscuits Industryis the largest among all the food industries and has a turn over of around Rs.3000 crores. India is known to be the second largest manufacturer of biscuits, the first being USA. It is classified under two sectors: organized and unorganized. Bread and biscuits are the major part of the bakery industry and covers around 80 percent of the total bakery products in India. Biscuits stand at a higher value and production level than bread. This belongs to the unorganized sector of the bakery Industry and covers over 70% of the total production. Major Players The major players in the biscuit segment are: * Britannia * Parle * Bakeman * ITC Foods Ltd. * Surya Food and Agro Pvt. Ltd. * HLL Major Brands the major brands of biscuit are: * Britannia * Parle * Bakeman * Priya Gold * Elite * Cremica * Dukes * Anupam * Horlicks Even as Britannia Industries Ltd (BIL) is unwrapping a new advertising strategy for its relaunched brand MarieGold, Parle Products Pvt Ltd has roped in Ogilvy Mather India to design the advertising plans for its yet-to-be launched brand Monaco Bites. With the entry of Hindustan Lever Ltds biscuit brand Modern Energy Biscuits, competition is hotting up in the Rs 2,500-crore Indian biscuits market. For starters, BIL has recently relaunched its flagship brand MarieGold with value additions in a bid to rejuvenate the brand. Along with the relaunch, the company has also revamped the advertising and packaging strategy of the brand in the overcrowded category. Strapped with a new tagline ‘Packed with wheat energy, the new avatar of MarieGold in a new packaging hit the Indian marketplace just a few days ago. The company is still in the process of rolling out the relaunched brand across the country, inform sources from the company. And to announce the relaunch of MarieGold, BIL is rolling out a multi-media ad campaign which includes press advertisement, television commercials and radio advertising, says Lowe India (Bangalore) vice-president Preeti Maroli. â€Å"Well be using all the media vehicles that are available. To start with, we have launched a television commercial in Hindi. Very soon, we will roll out print ad campaign first in Hindi. Later we will go for press ads in English,† she adds. To support the mass media ad campaign for its relaunched brand, the agency will be using below-the-line activities too, says Ms Maroli. The agency also has plans to put up hoardings and banners as part of its outdoor media strategy. â€Å"As for our ad strategy, we have used the health plank to highlight the the benefit of wheat energy in the relaunched MarieGold. And of course, we have revamped MarieGolds packaging strategy with the relaunch,† adds Ms Maroli. On the other hand, Parle Products Ltd has hired the services of Ogilvy Mather India to create communication plans for its new product called ‘Monaco Bites. Says Ogilvy Mather India executive director Nishi Suri: â€Å"Amid stiff competition, we won this new account. The other agencies in the fray were Everest Communications and Grey Worldwide. Its a prestigious account as our client plans to launch ‘Monaco Bites in different flavours, including cheese.† According Ms Suri, Ogilvy Mather has been handling the ad account of Parle KrackJack for the last 15 years. â€Å"Our ad campaigns for Monaco Bites are still in the pipeline,† she adds. At present, Britannia Industries and Parle Products Ltd are considered dominant players in the overcrowded branded biscuits category Biscuit majors mapping out new growth strategies in India The economic slowdown hasnt dented this market. On the contrary, the food majors are splurging big time on the biscuits market. To accelerate the volumes in the Rs 9,000-crore brandedbusiness market, three of Indias food majors plan to spend heavily. ITC Foods is working out a full-fledged plan to expand its manufacturing capacity, retail activities and brand activation activities. Britannia Industries Ltd (BIL), on its part, is focusing on consumer promotions and new launches to maintain its position in the overcrowded category. Even ParleProducts, which reportedly has 42% share in this category, is mapping out an aggressive growth strategy that comprises of re-launches, launches and high- profile television campaigns. Clearly, the sector will face a whole lot of action in the next two months. The slowdown has not affected this sector. The sector will be registering a sound growth rate of around 15% this year, informed a Mumbai based analyst. The category has some strong regional presence like Priya Gold in the north and east, Cremica in the west and Dukes in the south. On ITCs plan, Chitaranjan Dhar, chief executive officer, ITC Foods informed that we will be exploring different opportunities for profitable growth. We are planning to reach out to selectmarkets in India. According to Dhar, ITC is intending to expand its operations to meet the increasing demand for its biscuits brands. The company entered this sector about five years back. And now it is ranked the third largest player with a market share of over 12%. BIL has launched a vigorous consumer promotion by enlarging the pack sizes of its flagship brand Tiger Glucose by almost 18%. The offer has helped Britannia sell more packs than competitors Parle and ITCs Sunfeast. Parle Products, on the other hand, is increasing its existingmanufacturingcapacity across the country. The company is concentrating on all brands with no less than 42% share in the branded biscuits market. The company is leading the pack now. In addition, Parle with a new advertising campaign is planning to re-launch Krackjack. Apart from the ad campaign for Krackjack, Parle is also rolling out a high-profile ad campaign for its brand Monaco. The company had recently launched an ad campaign featuring Hrithik Roshan to promote the new alternate of Hide Seek. SWOT Analysis Strength * Fulfill one of our Basic Requirement among Air , Water , Food, Shelter * Widely accepted in all Generations * Easily available in various forms * Provide good Instant Remedy for hunger in the form of readymade food Preserves the non seasonal food and makes it available all throughout the year Weakness * Decreases nutritional value * Increases the cost of food product * Industry and technology requires high investment * Regular usage of processed food can cause alteration in health Opportunities * Increase economy of India * Generate employment opportunity * Good quality of Goods * Provide competition to foreign companies * Improve living standard * Provide goods to nation at cheaper rate * Inflow of foreign reserve and funds for the govt.(taxes) Threats * Many companies are result oriented * Increase in pollution * Sometimes provide poor quality of product for more profit * Lack of technology * Unable to utilize all the resources efficiently PEST analysis Political: Opportunity Government provides subsidiaries to the biscuit industry. Constraints What if the government ran a health campaign to discourage people from eating too much fatty food? Economic: Opportunity Purchasing power of people has increased in India Constraints If there is a big economic downturn in your market? Would consumers switch to cheaper options? Social Opportunity Public demand for health biscuits Constraints Public are now aware of fatty food. Communication objective Create awareness among 90 % of target audience: To make people aware of new product that has all daily required nutrients that are needed for the body through continues advertsiment in newspaper, magazines, TV and radio Message is a biscuit that can keep u fit and fulfil Ur body with all nutrients. Create an image among 70% of target audience: To create an image that will differenciate the product for all other competing products of its kind and create an image of a health related product. Contains fewer fats as compared to other compititors. Develop preferences among 60 % audience: To develop people preference to this product by telling them the benefits of this product. Stimulate purchase intentions To make people think throught promotional program that product worth of buying. Stimulate trial of new product among 40 % of target audience To make people to try the product by following extensive sales promotion and personal selling like coupons and sales presentation. Budget allocation Percentage of the budget is stated for indicating the allocation Estimated budget: 50000000 Promotional budget estimate (in lakhs) Advertising TV Commercial 50 lakhs (Production broadcasting) Newspaper advertisement 8 lakhs (Design publishing) Magzine 10 lakhs Radio advertisement 20 lakhs Event Exhibition(venue Setup, etc) 50 lakhs Direct Marketing Mailing(design, printing postage, etc) 4 lakhs Personal selling Sales presentations 20 lakhs Sales meetings 5 lakhs Incentive programs 85 lakhs Sales promotions Contests; Games; Lotteries; premium and gifts; Fair and trade shows; coupons; Rebates. 100 lakhs Sponsorship programm Entertainment programs in TV Sponsoring pollution awareness programs Rallies to make people aware of health 100 laths Miscellenious expenses 48 lakhs IMC STRATEGIES The campaign objectives of n-bickies. Advertising strategy Advertising design :story board to tell the about the product as an important aspect of life Type of appeal : emotional. Target audience : all age group. Message strategy :n-bickies Meaning : n means nutrition and bickies means biscuit Tag Line : charge up yourself Media selection: television, newspaper, magazines, Internet, etc. The Unique Selling Proposition The biscuit that contains very less fatty acids. The biscuit that has all nutrients which are needed for body everyday. Will complete daily requirement of body for nutrients. Other promotional tools strategy What other promotional tools to be selected and why? Personal selling Sales presentations Sales meetings Incentive programs Public relations Seminars: will give seminars on the topic of nutrition which are required for our daily needs. How i can increase our immune power and how can we keep our self healthy and how n-bickies buscuit helps your family with this. Charitable donations: will donate money to the areas where maximum people suffer from nutrition problem thus relating it with our product. Publications: will release a monthly publication of what achievements are made my company. Community relations: Our aim is to increase their knowledge and understanding of what we do and our aim is at giving people the nutrients of everydays life, so that they can feel part of â€Å"our community† and where appropriate join with us Sales promotions Contests: will organise contests which will be on the theme of heath awareness and n-bickies biscuit will make people aware of this. Games: will organise games at major areas like universities, government offices on the name of n-bickies buscuits. Lotteries: will tie up with some very gud brands and n-bickie buscuits will be distributed as lotteries. Premium and gifts: will distribute this product as gifts and premium when a product is bought. Fair and trade shows: will organise fair and trade shows Coupons: coupon will be distributed in mall, on the purchase of various good which. Rebates: rebate will be implemented at staring stage to enforce sales. Samples: will distribute samples to know the taste of the product. Sponsorship programm Entertainment programs in television and radio. Sponsoring health awareness programs Rallies to make people aware of health. Direct marketing Catalogs: will distribute catalogs which will communicate all the best features of my product. Mailings: will mails people the catalogs of the company and product so that if they are interested they can contact us directly. Telemarketing: will communicate our product throught tele calling also. E-mail and voice mail: will email all the target market so that they are aware of our product. THE objectives for various promotional elements Advertising Objective: Educate audience and inform them about new product Audience: For every age group Timing: all allowed and determined by budget Tools/media: television, radio, newspaper, magazines Public relations Objective: inform educate, create and maintain Audience: Target groups mainly all age group. Timing: ongoing Tools /media: coverage by major news media, publications, articles in local news papers. Personal selling: Objective: maintain large powerful base of supports and get feedback about product at same time. Audience: local, regional, national. Timing: ongoing, year round promotion. Tools/media: door to door selling Sales promotions Objective: to motivate target audience to try or buy product Audience: target audience all people who are health conscious. Timing: ongoing at all the day times. Tools: cupons, rebates etc Implementation strategies For television advertsiment the spot that will be bought is between 5-7 p.m. Monday -Friday. For radio the spot that will be bought is between 6 to 10 a.m. And 5 -8 p.m. Monday- Friday. Creative tactics for print advertisement N-BICKIES: CHARGE URSELF Creative tactics for television Vedio: the visual will communicate the message given by buscuit that it is give the most benifits compared to others and will provide you with all nutrition which is required for everydays life Audio: the audio will be created which will force consumer to see the vedio and will help an appropriate mood Jingle used: gear up with n-bickies. Company: N-bickies BIBLIOGRAPLY www.jobsdb.com/HK/EN/V6HTML//IMC_Plan_Outline.pdf www.digg.com/educational/Sample_IMC_Plan www.drypen.in//developing-an-integrated-marketing-communication-plan-imc.html www.ethicsbasedmarketing.net//Sample%20IMC%20plan%20template.pdf faculty.fullerton.edu/mjoyce/Materials/IMC_Plan_Outline.htm www.kult-educ.org/wksp/imc-4/files/ibrahim/IMC-4_1-2.ppt

Use of Symbolism in Cynthia Ozicks The Shawl :: Symbol Analysis The Shawl

In The Shawl, Cynthia Ozick uses descriptive details to engage the reader. The story describes the horror of Nazism. The setting of the story is a concentration camp. The three main characters are Rosa, who was a mother of two daughters, Stella who was fourteen and Magda who was fifteen months. The plot of the story surrounds a magic shawl. The shawl is a major part of the complication, climax and resolution of the story. The magic shawl is the only thing the three starving women have keeping them alive and eventually leads to their demise. The plot of The Shawl ends with a camp guard tossing the infant Magda onto an electrified fence. Ozick's use of symbolism is very important to the story. The author uses symbolism abundantly to help the reader envision the setting. In the beginning of the story, Ozick refers to the baby Magda as, "someone who is already a floating angel" (Jacobs 299). Ozick refers to Magda as an angel throughout the story, "smooth feathers of hair nearly as yellow as the Star sewn into Rosa's coat" (Jacobs 300). Other symbolism within the story, talks of the shawl as the "milk of linen" (Jacobs 300). Beyond the concentration camp, outside of the steel fence, "there were green meadows speckled with dandelions and deep-colored violets: beyond them even father, innocent tiger lilies, tall, lifting their orange bonnets" (Jacobs 301). Past the steel fence was beauty or maybe heaven., but not the poor conditions of the death camp. Of the three characters in The Shawl, Stella is a flat character. She is only part of the story to allow the author to get to the climax. The climax comes when Stella becomes cold, and takes the shawl for warmth. Again, the author uses symbolism, Stella is cold or cruel. Magda is the most dynamic character. She is presented to us first as a quite baby, who is hungry and does not cry. Magda simply sucks on the shawl. When her shawl is taken, she cries and walks wobbly into the yard.

Comparing All Quiet On The Western Front, The Wars, and A Farewell To A

All Quiet On The Western Front, The Wars, and A Farewell To Arms Any and all events in one's life may change a person profoundly, but the effect may not always be as expected. For instance, situations of despair may cause feelings of depression and uncertainty to develop in an individual, as would likely be expected. However, those same situations could ultimately lead to a sense of fulfilment or enlightenment. In the novels All Quiet On The Western Front by Erich Remarque, The Wars by Timothy Findley, and A Farewell To Arms by Ernest Hemmingway, the varying possibilities of the effects of war on an individual are clearly displayed. In All Quiet On The Western Front, Paul Baumer finds the war has changed not only the way he views himself in the present, but also the way he views his past and his future. In The Wars, Robert Ross finds himself on a path of uncertainty, questioning the apparent loss of humanity in the world around him. Yet he ultimately uses the war as a medium through which the true essence of his character is able to shine. Finally , in the American classic A Farewell To Arms, Lieutenant Henry recognises that he is losing himself in the war and attempts to find an escape through love. As a result of the horrors and tragedies surrounding them, the characters in these three novels question their sense of self in light of their experiences in the war. Â  In Remarque's All Quiet On The Western Front, Paul Baumer encounters many inner struggles. Through examining the changes occurring within himself, he finds he can no longer relate to his own past. His present thoughts and feelings are quite reclusive in nature and as he looks ahead, he finds himself fearing how the repercussions of the war will affect him in th... ...not only something as drastic as a war that may cause one to re-examine his outlook on himself and his life. There are many events in life that will prompt one to question his sense of self. The result may be a personal revelation, or the opposite. In any case, it is through these events that a man is shaped and discovered. These changes are evident not only through the world that created the man, but also through the man who experiences the world. Works Cited and Consulted Dos Passos, John. "The Best Written Book." Critical Essays on Ernest Hemingway's A Farewell to Arms. New York: G.K. Hall & Co., 1994. 89-90. Findley, Timothy. The Wars. Penguin Books, Toronto: 1996. Hemingway, Ernest. A Farewell To Arms. New York: Macmillan Publishing Company, 1986. Remarque, Erich Maria. All Quiet on the Western Front. New York: Ballantine, (1928)1958.

I Never Sang for my Father Essays -- essays papers

I Never Sang for my Father The father son relationship is very important. A growing boy needs a strong fatherly presence in order to become a â€Å"man†. The plays, â€Å"I Never Sang for my Father,† and â€Å"The Owl Killer,† and the short story â€Å"Notes to a Native Son,† show this. The lack of communication and basic affection from their fathers directly affected the sons’ mental health, including self-esteem. The father in â€Å"I Never Sang For My Father,† Tom, was very mentally and physically abusive. Many times during the story he acted very self-centered. He was once a politician and loved it very much. The relationship with his son, Gene, was not a good one. Due to Tom’s abuse early in life, he and Gene were never able to have a positive relationship. Gene also was never able to really stand up to his father. Probably due to a fear of him he had developed early in life. Even with this fear, Gene proved to be not be too damaged by his abusive childhood. I believe that his low self-etheme came from this upbringing. Still he had a kind of respect for his father because he...

Customer impersonation Essay

Customer is not the entity that firm can claim to be. This is called as customer impersonation. Due to characteristic of cyberspace, impersonation can be the one risk for the e-tailer. In simple word, Customer and merchant cannot meet by face to face. Therefore, customer can use fake or others ID to purchase product. There are two reasons for fake customer to use other identity. The reasons are theft and malice. The objective behind theft is to buy the goods or service without the need of paying. Also the bill will be forwarded to whom ID is misused or abuse. In other words, the theft will use others details to purchase goods or service. The intention of malice is difference from the theft. Instead of acquiring goods of services without paying, also they have other motives such as intrinsic satisfaction to the hacker, to hurt corporation profits and customer relations of competitor or former employer.   Denial of service attacks Denial service attacks occur in a typical connection. When the user sends a message asking the server to authenticate it, the server returns the authentication approval to the user. The user acknowledges this approval, and is allowed onto the server. In a denial of service attack, the user sends several authentication requests to the server. All requests have false return addresses, so the server cannot find the user when it tries to send the authentication approval. The server waits, sometimes more than a minute, before closing the connection. When it does close the connection, the attacker sends a new batch of forged requests, and the process begins again–tying up the service indefinitely. Furthermore Denial-of-service attacks can essentially disable your computer or your network. Depending on the nature of your enterprise, this can effectively disable your organisation. Also some denial of service attacks can be executed with limited resources against a large, sophisticated site. This type of attack is sometimes called an â€Å"asymmetric attack. † For example, an attacker with an old PC and a slow modem may be able to disable much faster and more sophisticated machines or networks. Risk Associated with Business Transaction   Data interception Data interception is the serious risk related to e-business entity. Data can be intercepted during transmission from one point to another point. The following three risk has arisen in relation with data interception.   Massage Origin authentication This authentication is to make sure that the massage received is really from the party claimed to be the sender. This is important to prevent any customer impersonation take place. In this case this, travel. com. au has to make sure the massage sender is the legitimate user. This important in order to protect consumer from theft, also protect travel. com. au itself from any harmful activity caused by hacker. For example if in the case the goods or services has been purchased by the theft, then one possibility is that merchants need to written off that certain products. In order to support this, non-repudiation is use in electronic commerce as provision of â€Å"proof of origin†. Authentication techniques such as digital signatures, and other tools are available to prevent any impersonation.   Proof of delivery Proof of delivery is to make sure whether the intended massage has been received by recipient form the sender. If the massage were not received, the communication would be useless. For example if purchase request or product information request are intercepted, a company’s customer relations and profitability can be damaged. Moreover misunderstanding between travel. com. au and customer would occur, because customer might think their massage or order is not responded. In fact the massage or order never reach travel. com. au, because the massage or order is intercepted.   Massage Integrity & Unauthorised viewing of massage. It is important to be able to know if the massage sent is exactly same as the massage received. For example, for example if an order was tampered with, incorrect orders could be placed on the message sent to travel. com’s site, the incorrect goods may then be processed to be delivered to the intended recipient. 6. 0 Security System and Mechanism of Travel. com. au The risks, which are discussed in section 5. 0, are the main cause that makes customer to hesitate to shop over Online. To reduce risk level, travel. com. au employ latest security system in order to protect customer data and its business. The system includes:   Business Policy As stated on Travel. com.au site, it has tried its best to protect customer’s sensitive information. Moreover, travel. com. au also guarantee that they would not share the sensitive information with others. Although, from time to time, travel. com. au may provide statistical information about sales, trading patterns and information on navigation techniques to reputable third parties, this will not include any direct personal information, identifying you as our customer. This privacy policy is clearly stated on the its Web site. Its security policy, such as encryption technique it has adopted, is listed as well. As it is mentioned earlier, the operator has to follow the policy as stated. Travel. com. au has followed its policy and it is the one key influence to motivate the customer move into its Web site. See appendix for its entire business policy stated on Website.   SSL (security socket layer) This is the one that can secure data transmission. Information entered into SSL secured forms is encrypted by the customer’s browser. Then sent direct to secure server via SSL. Travel. com. au’s secure server then forwards the encrypted details to a private folder and/or via e-mail. Moreover, all information sent via secured forms is safer from eavesdropping, tampering or message forgery. When customer connect to a travel. com’s secure web server, customer ask that server to authenticate it. This authentication is quite a complex process involving public keys, private keys and a digital certificate. (http://www3. travel. com. au/everest/index. cgi)   Westpac secure payments This additional features is used to assured customer that travel. com. au is processing customer’s credit card details securely over the Internet using Westpac-accredited Internet payment security system. Using this kind of system show us that it considers the security of customer credit card details to be of prime importance. In addition, customer does not use Westpac credit card in order to utilise this secure service. Westpac secure payment provides the secure link between the online store and the bank. When customer enter credit card details online, the information is scrambled (or encrypted) and passed directly to Westpac, so that only the bank can read information. Even the trevel. com. au does not actually see customer credit card details. Customer Login Account These features only can be utilised by the member of travel.om. au. Customer must firstly register and activate a personal account to become a member. However, non-member can conduct any purchases as well. The registration process will provide the customer with an username for login purposes and a password for the account. Moreover, Information you provide is stored on its secure servers and is protected by its security mechanism.   Safe Trade SafeTrade is one of Australian largest Insurance Company. It will protect customer from fraudulent as a result of credit card purchasing on the Internet and also will guarantee the delivery of product. These tools can assure customer that if anything goes wrong, Safe Trade will cover the loss up to AUD $2,000. Although it had employed latest technology, the risk is still existing. As it is mentioned before, there is no e-business entity that is 100% secured. Therefore, constant security management is needed. The security management and some other methods, which it can utilise to enhance security level, will be discussed next section. 7. 0 Recommendation & Conclusion To increase security level of travel. com. au, there are few ways. That includes   Build up risk management system. Utilise latest security mechanism   Use third-party assurance services (Web Site Seal Option) The Risk Management Paradigm The paradigm is a continuous process that recognises that risk management is an ongoing annual or biannual event. Each risk nominally goes through these functions sequentially, but the activity occurs continuously, concurrently and iteratively throughout the project life cycle. (Greenstein, et. al, 2000) Figure 1, Risk Management Paradigm (Source: http://www. sei. cmu. edu) There are six functions related to risk management paradigm. Those are:Identify – search for and locate risks before they become problems.   Analyse – Transform risk data into decision-making information. Evaluate impact, probability, and timeframe, classify risks, and priorities risks Plans – Translate risk information into decisions and mitigating actions (both present and future) and implement those actions.   Monitor – Monitor risk indicators and mitigation actions   Control – Correct for deviations from the risk mitigation plans.   Communicate – Provide information and feedback internal and external to the project on the risk activities, current risks, and emerging risks

Creating My Own School Essay

The benefits of education on the individual person no doubt extend beyond economic effects. Jeremy Behrman and Nevzer Stacey cited that the effects of education â€Å"spread beyond direct economic effects (1). † As such is the case Behrman and Nevser adds, benefits â€Å"include a better way of taking care of ourselves and consequently creating a better society in which to live† (1). Based on this notion, it is important to make education available for everyone regardless of race, color, social status and gender or even physical condition. Education should be a right of everyone and no one should be denied of this right. However, the quality of education has been the focal point in the educational arguments. The report of the United States Government Accountability Office (GAO) cited that although teachers play an essential role in improving the students’ performance, the quality of education especially in areas where poverty is high, remains bad due to teachers’ lack of competency in the subject they teach (1). Thus it remains a burden of the government and of the society to establish schools that will cater to the increasing demand of a quality education. The No Child Left Behind Act was a response to this demand, yet it is clear that there is still a great demand for schools that would cater to the growing need of the society of a quality education for children. It is for this reason that I should like to introduce the Early College Communications (ECC) school which is designed to serve especially working class student and those with special cases. With highly competent teachers duly licensed by the states licensing board, the ECC provides quality education for grades 9-12 that would prepare students to college with a high level of competitiveness and a strong sense of achieving success in life. The school is deeply anchored on the government’s policy under No Child Left Behind Act (NCLBA) which emphasized on the qualification requirements for teachers. Under this act, the GAO report stated that states, districts, and schools are â€Å"responsible for ensuring that teacher meets these requirements† (1). The GAO also stated that the NCLBA â€Å"requires teachers of core academic subjects such as math and science be highly qualified†¦. † (1) The ECC proudly announces that it meets these requirements. The ECC’s philosophy of education is based on the principle that education is for everyone and that everyone deserves quality education. The ECC adopts a method of teaching based on Ramden’s (1992) distinctive ways of understanding teaching that is applicable to high school education wherein the teacher is seen as the organizer of student activity. Kate Ashcroft and Lorraine Foreman-Peck explained that in this method of teaching, the focus of the teaching and learning situation is on â€Å"what the student does† (69) and the role of the teacher is supervisory. In this case, as Ashcroft and Foreman-Peck pointed out, â€Å"the interest of teaching methods is now focused on ensuring that students learn† (69) and the teacher’s main concern is to motivate students â€Å"to be actively engaged† (69). With this method of teaching, the ECC management ensures that all students get quality education as we are implementing strict compliance for teachers to facilitate the student’s learning through motivating them to active and lively participation in the learning activities. As the school is committed to providing quality education, we have also implemented strict guidelines on the selection of teachers. Teachers were thoroughly screened if they have genuine interests in helping students learn regardless of their color, race, social status or physical condition. Thus, we are assuring everyone that the ECC is student friendly and we are very much concern all our student get quality education as they finished their term with us. For students with disabilities, that is, those belong to section two of the definition given by the Individuals with Disabilities Education act of 2004 (IDEA) cited by Roger Pierangelo and George Giuliani which held, (ii) Disorders not included. The term does not include learning problems that are primarily the result of visual, hearing, or motor disabilities, of mental retardation, of emotional disturbance, or of environmental, cultural, or economic disadvantage (1) Students with disabilities that do not include learning problems because of the reasons mentioned in the definition, we encourage them to enroll at ECC as we have highly competent teachers to handle this special class. However, we require students with disabilities to seek certification from the local educational agency whether they responds to scientific, research-based intervention as part of the evaluation procedures. With teachers’ genuine concerns on students with disabilities, their primary aim is to ensure that students with disabilities learn equally with other students. Furthermore, the school facilities are designed for the convenience of these special students. These teachers are licensed by the state to handle special classes and they are skilled in communicating with students with disabilities. Overall, the school is committed on preparing our students to become successful individual regardless of their color, race, social status, and physical condition. The student who could finish their term at ECC will have an early college credit because the school offers subjects that will provide them advantage when they go to college. Thus, with our commitment towards the future success in life of our students, and with efficient and highly qualified teachers we are confident we can lead our students to become competitive, success oriented and determined to achieve their dreams in life. For everyone out there, enroll now at Early Communication College and be assured of a quality education and of an exciting learning situation in the classroom. Work Cited Ashcroft, Kate & Foreman-Peck, Lorraine Managing Teaching and Learning in Further and Higher Education Great Britain: Routledge, 1994 Behrman, Jere R. & Stacey, Nevser The Social Benefits of Education USA: University of Michigan, 1997 â€Å"No Child Left Behind Act Improved Accessibility to Education’s Information† USA: The United States GAO, 2005 Pierangelo, Roger & Guiliani, George A. Teaching Students with Learning Disabilities USA: Corwin Press, 2008

Comparing the revengers Fortinbras Essay

For this essay I will be comparing the revengers Fortinbras, Laertes and Hamlet. They each have their own roles as separate characters in the play and each have similarities and differences. All have strong reasons for wanting revenge. Fortinbras’ being a combination of political reasons and vengeance for his fathers’ death, whist Laertes and Hamlet are both avenging their fathers’ deaths. Nevertheless, the way in which each character goes about each of their revenge strategies is completely different. To show this I will be analysing how each react to various events within the play, starting with Hamlet himself. Revenge tragedies became very popular during 1600 at a time when theatre was of an unstable popularity and required the backing of men of influence to ensure it would continue. The theme of earlier revenge tragedies was the punishment of an evildoer through someone who had suffered because of him. The story source on which Hamlet was based had a dominating revenge theme. One of the basic elements of the revenge situation came to be the ghost: ‘A clear image of a spirit left restless through waiting for vengeance against the person who had inflicted suffering’. Its role being to urge the avenger to action and vengeance then to be sought and carried out in a series of dramatic episodes. Hamlet has clear links with this type of revenge tragedy. Other plays relating to the revenge tragedy such as Kyd’s ‘The Spanish Tragedy’ 91587) and the anonymous ‘Locrine’ (1595) have characters avenging deaths of close relatives. But in both these plays material considerations prevent fulfilment whereas in Hamlet, conscience is what stops the vengeance taking place. Shakespeare chose a theme, which deals wit a duty higher than the others, a son’s revenge for the murder of his father. Shakespeare humanizes the play, gives the audience something to relate to – loyalty between father and son. This is perhaps a component, which contributes to the success of Hamlet. Hamlet first learns of the real situation behind his fathers’ death when the ghost of his father visits him in Act 1, Scene V. He is told that his father was murdered. This confirms the suspicion Hamlet had before, and spurs him into thoughts of revenge straight away. ‘Haste me to know’t, that I, with wings as swift As meditation or the thoughts of love, May sweep to my revenge. ‘ (Lines 29-31). This statement from Hamlet quite early on is a complete contrast to what action Hamlet does actually take and the time it takes him to act. He speaks here of wanting to take quick revenge but in fact Hamlet waits and seeks evidence to prove that Claudius was responsible for his father’s death. He spends the next four and a half acts deliberating over how and when he should take revenge, and seeks confirmation for himself of Claudius’ guilt by the use of the ‘Mouse-Trap’. This takes place in Act 3, Scene 2, when Claudius asks for light during the play at the point where, Gonzago pours poison into the King’s ear. As Hamlet knows, this is very similar to the situation in which his father died. Claudius realises this as well and rises dramatically. This is confirmation enough for Hamlet and brings him to true recognition of his fathers’ death, yet Hamlet still hesitates to kill him. Hamlets’ revenge plan is hidden from the rest of the court. It is very much behind closed doors and it is only Horatio to whom Hamlet tells the whole story. The other two main revengers – Fortinbras and Laertes are a great contrast to Hamlet in this way. Laertes and Fortinbras’ vengeance is discussed throughout the play, and both are very open compared to Hamlet, although Fortinbras does hide his motives from his uncle. Both these characters have similarities in their situation to Hamlet but both go about their revenge in very different ways. Even after Hamlet is sure beyond any doubts that Claudius is the murderer, he hesitates to kill him. Fortinbras, on the other hand, has been taking action even before the play begins. When the play does begin we learn that Demark is in a state of alert. The audience learn that the country has been preparing for a war, and from Horatio, the audience also learns that the young Fortinbras is getting ready for action against Denmark for the killing of his father and for the return of lands previously owned by Norway. This provides the audience with a lot of the background for the revenge theme and also suggests later events in the plot. From this introduction to Fortinbras we already get the impression that he is a soldier, a man of action, he doesn’t delay his revenge but plots it and takes his opportunities whenever they arrive. His character is a contrast to Hamlet and Hamlet realises this. In Hamlet’s Soliloquy in Act IV Scene IV, Hamlet is thinking about all the time he has wasted in not taking action. He sees how everything around him is taking shape, all except his own actions. The sight of Fortinbras’ determination to go against the Polish army for the honour of gaining such a small and trivial piece of land makes Hamlet annoyed with himself. After all, he is avenging the murder of his father and the disgracing of his mothers’ name, something much more important than a piece of land, yet he has not carried out his revenge, and has in fact, it seems, been putting it off. ‘How stand I, then, That have a father killed, a mother stained, Excitements of my reason and my blood, And let all sleep? ‘ (Lines 56-59). Hamlet is questioning himself and most importantly his actions, why has he just let things go? He knows he has had the opportunities, especially in Act III Scene III where he is in the position to kill Claudius. Hamlet finds the King kneeling-praying, and so has him at his mercy; but he does not kill him. Now might I do it pat, now he is praying; And now I’ll do’t – and so he goes to heaven; And so am I revenged – that would be scanned. A villain kills my father, and, for that, I, his sole son, do this same villain send To heaven. ‘ (Lines 73-78). At the beginning of his speech Hamlet is very dramatic, he has the confidence to kill Claudius on the spur of the moment. But as soon as there is time for him to think about what he is doing, like in this situation, his resolution fails and he makes excuses for himself. Hamlet feels his revenge will not be fulfilled if, murdering the King while he is praying sends his soul straight to heaven. However, we can see this as just another reason for Hamlet to put off taking his revenge. It is the event taking place that turns Hamlet’s thoughts. He is ashamed, before his eyes are twenty-thousand men willing to fight and die for a piece of land virtually worthless, when he himself is unable to kill his fathers murderer even when presented with the perfect opportunity. It is this event that turns Hamlet, makes him form decisions and turns his thought into revenge. ‘O, from this time forth My thoughts be bloody, or be nothing worth! ‘ (Lines 65-66). At the end of this soliloquy Hamlet decides that all he will think about is his revenge against anyone that has done injustice towards him, it is time to act. Though we as the audience perhaps see this as ironic as Hamlet’s actions often contradict his words, we perhaps still wonder whether he will actually take his revenge. This scene makes Hamlet’s personality clear to the reader. He is shown against another Prince who is the exact opposite of him in the same situation. Hamlet is not an impulsive character, if he had been he would have committed murder straight away, but this would have meant there would have been no play to speak of. Hamlet cannot bring himself to do it, until now. Fortinbras’ pursuit of his goal has given Hamlet the example on how to act if an opportunity presents itself. Hamlet is so determined to do something he doesn’t want to think about the consequences anymore. This eventual attitude of Hamlet is similar to how Laertes has been throughout the play, he acts almost immediately when finding out that his father has been killed, he is almost irrational, he is passionate with his accusations and threats, and like Hamlet a menace to Claudius at this stage in the play. Unlike Hamlet, much like Fortinbras, Laertes is a man of action; he has no scruples and needs no corroborative evidence to support his courses of action. On his return to Denmark he is quickly standing before the King, accusing him of the death of Polonius. He wants immediate action and is determined to take revenge. ‘How came he dead? I’ll not be juggled with. To hell, allegiance! Vows, to the blackest devil! ‘ (Lines 127-128). Here Laertes speaks boldly and passionately – he will revenge! He uses curses – ‘To hell, allegiance! ‘ that would have appeared very evil to Shakespeare’s audiences. Laertes goes on to say that as long as he avenges his father’s death he doesn’t care what happens to him in life – or death. This emphasis the strength in Laertes’ character, he is determined to take revenge straight away and speaks of it in a similar way to Hamlet when Hamlet learnt of how his father was killed in Act I, Scene V. ‘O most pernicious woman! O villain, villain; smiling, damned villain! (Lines 105-106).

Psychological Bases of the Learning Process Essay

I. Introduction The nature of the learning process has been studied by psychologists and physiologists. Many experiments have been performed and the literature on the subject is voluminous. There has been continual progress in exploring what is not known about learning. Each year sees new discoveries hew hypotheses. Some proposed hypotheses were proven wrong and some older discoveries were made eligible for major modification. Subjecting individuals and classes to scientific measurements has lifted certain phases of learning from the realm of speculation to the realm of science. At present, there is no comprehensive theory concerning all aspects of learning. There is considerable disagreement about the language to be used in describing learning. Different writers hold conflicting positions on the degree of specificity of generality appropriate in talking about learning (Baxter Magolda, 2000). The science of psychology is of significance for the light that it throws upon the nature of the learning process and upon the conditions most favourable to learning. Many other sciences have contributed a great deal to an understanding of the nature of the learning process and to the principal issues involved in the education of boys and girls. For example, sociology, physiology, biology, and biochemistry have added much to the improvement of educational procedures. In order to understand the teaching process, the students or the teacher must first know something about the learning process concerns the teacher no less than the pupils. Although the teacher cannot do the actual learning for the pupil, he can facilitate learning through effective teaching. Effective teaching and learning demand mutual understanding between teacher and learner. It is imperative, therefore, that the nature of the learning process be clearly understood by the teachers so that the instructional activities may proceed in accordance with the basic factors of normal learning. It is apparent that of the teachers do not know how learning takes place they will not be able to accomplish in directing and guiding the learning activities of the pupils (Woodworth, 2004). They should know not only how learning takes place, but also how activities of the pupils are sufficiently and effectively directed to bring about the desired growth and development of the pupils. Thesis Statement:   Ã‚  This study intends to: (1) develop the ability to understand the meaning of the learning process; (2) develop the ability to understand the major laws if learning and their application to teaching; (3) to acquaint the students with the different factors which affect learning and: (4) develop an understanding of the psychological principles of learning. II. Discussion A. Learning from different point of view As in other areas of science there are, in the field of learning, various theories which attempt to explain its basic processes. Both in method and conclusion these theories have differed greatly, for they have sharply focused attention on only certain aspects of the total learning process. As a consequence, the behaviour which various experimenters and teachers have observed has been different. These various experimental studies have led to several ways of looking at the process of learning. Each has attempted to derive basic principles. At present time, however, it would be unwise for a teacher to adopt any one method as the way. Dealing with complex human learning demands that one give attention to all aspects of learning process (Gates, 2003). A fundamental aspect of the present conception of learning is its meaning. The meaning of the learning process, explained from different point of views, is given as follows. 1. Learning from the point of view of the Mind Theory— This theory of the Faculty psychology was formulated by Christian Wolff in 1731. This doctrine held that the mind has mental powers or faculties, such as memory, reason, judgment, attention, will observation, and the like, each of which functions as a separate entity that can be improved through exercise or use. For example, faculty psychologists believed that the strengthening of memory could be achieved through the memorization of long and difficult passages.   Such exercise was assumed to develop in the learner the power to remember well whatever material by which he later might be stimulated. According to the mind theory, all learning is training of the mind and developing the powers of its faculties. The believers of this theory assume that exercise of these powers in one area of content makes one more competent in the use of these same powers with other materials (Stephens, 2001). 2. Learning from the viewpoint of Connectionist’s Theory— This theory refers to the famous stimulus-response or S-R bond theory advanced by Thorndike. This point of view is based on the concepts that bonds or connections between situations and responses. The basis of learning is association between sense impression and impulses to action. This point of view, learning occurs through a change in the connection between a particular stimulus and a response, thus this theory regards a connection as the key to the understanding of the learning process. To the connectionists, the stimulus-response (S-R) explanation of learning covers all types of learning. This point of view is based on the old synaptic resistance theory. The S-R bond theory is now known as S-O-R theory (Woodworth, 2004). 3. Learning from the viewpoint of Behaviourism—Learning from the Behaviourist’s point of view, refers to the building up of conditioned reflexes or habit formation resulting from conditioning. According to Watson, conditioned reflex is central to learning as the unit out of which habits are formed. Watson used Pavlov’s experiments as the epitome of learning and made of the condition reflex as the unit of habit, and built his system on that foundation (Woodworth, 2004). 4. Learning from the viewpoint of the Gestaltists— Gestalt mean pattern, shape, form, or configuration. It implies that a set of stimulating circumstances takes place according to the relative value of various stimuli acting at the same time. This point of view recognizes that the whole is more than the sum of its parts, or that the whole gets its meaning from the parts. It can be seen that the parts can be understood only in relation to one another and that this relationship is determined by the nature of the whole (Stephens, 2001). 5. Learning from the viewpoint of the Progressivists— The concept of learning from the progressivists’ point of view is in conformity with the integrative point of view which is based on Gestalt theory of learning. Both recognize the importance of the learner in the learning process, his interests, his attitudes, and above all, his ability to utilize the past experiences in meeting new situations. Both believe that there is no substitute for experience in the process. Likewise, learning is conceived by both in terms of total growth of the child rather than the mastery of the subject-matter or change in behaviour. Both views are complementary and supplementary to each other (Stephens, 2001). B. The Major Laws of Learning Learning, whether it be that of an animal or of a human being, goes on in accordance with the laws of life. Improvement in teaching and learning can scarcely be made without a careful recognition of laws and principles upon which to base any valuable structure for the betterment of the learners. The results of experiments on learning have been generalized and stated as laws of learning. The laws of learning are attempts to state the more fundamental conditions favourable to the learning process. There is need for laws whether it be in a certain fields of knowledge, a particular course of study, or in the learning process itself. They are designed to make learning a continuous process of development when properly handled and controlled. The more the teacher understands the laws and conditions of learning, the more fully he brings his knowledge into relationship with the situation in the classroom, and the better and more effective his instruction is likely to become (Kohler, 2005). C. Factors which may affect the Learning Process It has been found out that the pupil’s difficulty in learning may be due to many factors within the child himself. Some of the important factors which may affect the learning process are as follows: 1. Intellectual factor—The term refers to the individual mental level. Success in school is generally closely related to the level of the intellect. Pupils with low intelligence often encounter serious difficulty in mastering schoolwork. Sometimes pupils do not learn because of special intellectual disabilities. A low score in one subject and his scores in other subjects indicate the possible presence of a special deficiency. Psychology reveals to us that an individual possesses different kind of intelligence. Knowledge of the nature of the pupils’ intellect is of considerable value in the guidance and the diagnosis of disability (Lashley, 2004). 2. Learning factors— Factors owing to lack of mastery of what has been taught, faulty methods of work or study, and narrowness of experimental background may affect the learning process of any student. If the good school proceeds to rapidly and does not constantly check up on the extent to which the student is mastering what is being taught, the student accumulates a number of deficiencies that interfere with successful progress (Lashley, 2004). 3. Physical factors— Under this group are included such factors such as health, physical development, nutrition, visual and physical defects, and glandular abnormality. It is generally recognized that ill health retards physical and motor development, and malnutrition interfere with learning and physical growth. Children suffering from visual, auditory, and other physical defects are seriously handicapped in developing skills such as reading and spelling (Lashley, 2004). 4. Mental factors— Attitude falls under mental factors. Attitudes are made up of organic and kinaesthetic elements. They are not to be confused with emotions that are characterized by internal visceral disturbance. Attitudes are more or less of definite sort. They play a large part in the mental organization and general behaviour of the individual. Attitudes are also important in the development of personality. Among these attitudes are interest, cheerfulness, affection, prejudice, openmindedness, and loyalty. Attitudes exercise a stimulating effect upon the rate of learning and teaching and upon the progress in school (Lashley, 2004). 5. Emotional and social factors— Personal factors, such as instincts and emotions, and social factors, such as cooperation and rivalry, are directly related to a complex psychology of motivation. It is a recognized fact that the various responses of the individual to various kinds of stimuli are determined by a wide variety of tendencies. Some of these innate tendencies are constructive and others are harmful. For some reason a student may have developed a dislike for some subject because he may fail to see its value, or may lack foundation. This dislike results in a bad emotional state (Lashley, 2004). 6. Teacher’s Personality— The teacher as an individual personality is an important element in the learning environment or in the failures and success of the learner. The way in which his personality interacts with the personalities of the pupils being taught helps to determine the kind of behaviour which emerges from the learning situation. The supreme value of a teacher is not in the regular performance of routine duties, but in his power to lead and to inspire his learners through the influence of his moral personality and example (Lashley, 2004). 7. Environmental factor— Physical conditions need for learning is under environmental factor. One of the factors that affect the efficiency of learning is the condition in which learning takes place. This includes the classroom, textbooks, equipment, school supplies, and other instructional materials. In the school and at the home, the conditions for learning must be favourable and adequate if teaching is to produce the desired results. It cannot be denied that the type and quality of instructional materials and equipment play an important part in the instructional efficiency of the school (Lashley, 2004). D. Psychological Principles of Learning To teach effectively, the teacher must understand the basic principles of learning. Based on the different concepts of the learning process and the laws that govern them, the following general principles of learning are presented for guidance in teaching: 1. Learning is considered as the acquisition of knowledge, habits, skills, abilities, and attitudes through the interaction of the whole individual and his total environment (Guthrie, 2002). 2. Learning is meaningful if it is organized in such a way as to emphasize and call for understanding, insight, initiative, and cooperation. When the learner is capable of gaining insight or understanding into the learning situation, then and only then will learning take place (Guthrie, 2002). 3. Learning is facilitated by motives or drives. Needs, interests, and goals are fundamental to the learning process. If the individual has to learn, he must have some goal to be accomplished. Learning is best when the learner knows and understands his motive in learning (Guthrie, 2002). IV. Conclusion As a conclusion, learning is often confused with maturation or physical growth. It is obvious that some of the ways in which man becomes different are tied up very closely with his physical growth. Our knowledge concerning learning and the teaching process has thus undergone profound development in the last twenty-five years. Once it seemed sufficient for the educational psychologist to formulate a set of principles of learning around fairly simple concepts of exercise and effect. The teacher applied these principles through the techniques of drill, reward and punishment.   But with the development of theory and research, the psychologist has found it necessary to expand and to refine his understanding of learning with consequent important implication for teaching.

Puritan thinking and eighteenth-century deist thinking Essay

Puritan thinking and eighteenth-century deist thinking - Essay Example The puritan philosophy emphasize on individual freedom and liberties of the common man (Vaughan, 1). The protests of the puritans against the influential power of the Pope exerted a spirit of liberty in other aspects besides theology. The demand for educated clergy brought about encouragement both in politics and intellectual life. Throughout history it has been suggested that the â€Å"Puritan concentration of attention upon the Bible had a remarkable educative effect on many minds† (Stimson, 323). The puritans believe that religion must have the ability to have both intellectual and emotional influence on people. Their demand for reasoning called for a higher intellectual life and activity (Stimson, 323). The most commonly known philosophy of the eighteenth-century deism is that it is God who created the world but thereafter He has not exercised any control over worldly events. In other words, a deist is someone who believes that there is a divine creator but at the same time rejects any divine intervention. According to deism philosophy, â€Å"human reason alone can give us everything we need to know to live a correct moral and religious life† (Craig, 853). There is however one group of deists who believe that God or the divine creator has a future world that stores rewards and punishments for human deeds in the current world. However, the other group rejects this philosophy. There is one common agreement between both groups that claim that only human reasoning can provide answers to questions of life and death, and there is no divine power to provide answer to religious questions that cannot be discovered by human reasoning. Deism emerged during the seventeenth and eighteent h centuries mostly in England, France and America (Craig, 853). Both puritans and deists believe in the God as creator of this world, but the difference lies in

Music 100 Essay Example | Topics and Well Written Essays - 1000 words

Music 100 - Essay Example The Seattle Symphony is an important part of the Pacific Northwest cultural scene and is acknowledged for its extraordinary performances, recordings, programming, and community engagement. With a dedicated subscriber base of more than 30,000 patrons, the band presents over 200 performances annually to an audience of more than 300,000 music lovers. The Seattle Symphony made its first performance on December 29, 1903 and still holds an important place in the world of symphonic music. The Orchestra is currently under the mentorship of Ludovic Marlot, one of the leading conductors of his generation. The band performs at Benarayo Hall, where people of all ages come to explore the world of symphonic music through classes, exhibits, and live music presentation. Symphony orchestra uses a number of instruments depending on how big the symphony is. Seattle Symphony used violin, viola, flute, harp, violin, trumpet, double bass, cello, marimba, Piccolo, Timpani, piano and trumpet. The instruments that Seattle Symphony uses to play melodies include xylophone and marimba. They soloist plays only the melody instruments in the first movement. Generally, all instruments in an orchestra can play harmony, excluding unturned percussions. The instruments that Seattle Symphony uses to play include violin, piano, and cello. Instruments used in rhythm section usually vary, but Seattle symphony used bass, piano, drums, xylophone, timpani, snare drum, chimes, and guitar. The aim of these instruments is to provide the backing for melodic instruments such as saxophone. The orchestra mainly played major keys but deviated on the Symphony in G minor, resulting in a dramatic, expressive piece. Symphony music is quite better than any other type of performance. The concert opened with the track â€Å"Concerto Fantasy,† which opens brashly. It has interplay between two timpanists against strings on the

Environment, soil survey and land suitability assessment for Coursework

Environment, soil survey and land suitability assessment for conservation management - Coursework Example Center of discussion in this paper is a land-use as a kind of land use which is described in terms of its products as well as management practices. For efficient reconnaissance surveys being conducted at the national levels, highly generalized descriptions may be adequate i.e. â€Å"wildlife habitat†, â€Å"forestry conservation†. At district as well as lower levels, it is vital to specify the use in more details. Such descriptions usually serve two purposes. First they are the basis of determining the requirements for use. Secondly, the management specifications can be used as the basis for the extension services as well as the planning for the necessary inputs. The particular land use requirements are usually illustrated by the land qualities required for the sustained production. A land quality is a very complex attribute of land which usually has a direct effect on the land use. The various examples are the availability of water, nutrients, rooting conditions and er osion hazards. Most of the given lands qualities are determined by the interaction of the several land characteristics as well as measurable attributes of a land. For example, the quality â€Å"availability of water† is usually determined by the potential balance between the water demand as well as the water supply. The water demand is the potential evaporation from the surface of the crop as well as the soil whereas the water supply is determined by the rainfall, infiltration, water storage in the soil and the ability of the grassland to extract the stored water. After selection of the relevant land qualities, it is vital to decide which particular land characteristics are to be used for measuring them. For instance, the quality â€Å"erosion hazard† demands information on rainfall intensity, slope angle as well as soil properties. A compromise is then reached between the characteristics that most define the given land quality with those that are less precise. Land evaluation can also at times be conducted directly in terms of the land characteristics i.e. by using rainfall as opposed to water availability, slope angle instead of erosion hazards. Despite the above, the following are the land suitability constraints that are imposed by the interaction of the soil, climate, topographic, hydrological as well as the geological factors. Mapping of land units and their characteristics The land is first identified as a basis for diagnosis of problems. The given units are then mapped into more details i.e. by dividing the land

Article Critique Assignment Example | Topics and Well Written Essays - 1250 words - 2

Article Critique - Assignment Example and research shows that while many adjust appropriately, other face difficulties trying to adjust.The adjustment difficulties in sibling have been associated with poor parent functioning and problem solving technique, weak family cohesion, and family conflicts. The method in which information is obtained has received mixed emotions and critics view that previous research were conducted in an appropriate manner in that sibling adjustment was studied without including the whole family perspective. This is to say that most children who exhibit difficulties in coping, are actually influenced by the family relationship as a whole. For instance, the level of stress parents have because of the coping problem tend to translate to other siblings and they show inability to adjust with their other brothers and sisters. Stress may arise from other sectors of the family life and may not always be related to the challenged child. Having redesigned the technique for research, the present study was aimed at examining the relationship between sibling adjustments, family stress and coping problems. The Resiliency Model of Family Stress, Adjustment and Adaptation was employed to point out various strength-based family factors associated with appropriate adjustment outcomes for those families with stressful situations. The role of family communication was a significant factor in influencing sibling adjustment as well as relating sibling adjustment and factors including socio-demographic, parent characteristics and disability were of a particular interest. The nature of sibling experience within the family was of importance and a central part of the study. It was also aimed at analyzing the relationship between the adjustment of siblings and how they view daily hassles and uplifts especially related to the disabled child. It is good to note that the coping technique that sibling employ in coping with their disabled brother or sister, determines to a large extent their psychological

An analysis of pericles' funeral oration from thucydides Essay

An analysis of pericles' funeral oration from thucydides - Essay Example Pericles, the son of Xanthippus was chosen to give the oration to the first batch of war victims2. Giving eulogy during the burial of war fighters who died during battle has been a custom to the Athenians and it was during such time that the speech of Pericles was given. People of different walks of life gathered to witness the interment of those who bravely fought for the freedom of Athens where a casket was used exclusively for a tribe so that there are many caskets paraded for the people to see. In addition, there is an empty casket which represents those whose bodies are not found. During the early period of the Peloponnesian War, Pericles was chosen to give the speech3 and he chose to be very discreet in voicing out his thoughts as expected from a man of integrity during his time. Pericles praised the Athenians in his eulogy first giving credit to their forefathers who have fought to protect the land that they are currently enjoying during that time, preserved and given to them by their great folks as an inheritance4. He also admired the latter version of their forefathers who equally endeavored to keep their lands free and have acquired more areas of land to add to what earlier Athenians have amassed for modern Athens. He boasted of Athens being a 1. Richard Hooker, Ancient Greece: Thucydides, (1996) http://www.wsu.edu/~dee/GREECE/THUCY.HTM (accessed March 28, 2011). 2. Paul Halsall, Ancient History Sourcebook:Thucydides (c.460/455-c.399 BCE): Pericles' Funeral Oration   from the  Peloponnesian War  (Book 2.34-46), (2000) http://www.fordham.edu/halsall/ancient/pericles-funeralspeech.html (accessed March 28, 2011). 3. Loc. cit. 4. Halsall, loc. cit. trendsetter who never copied the laws of his neighbors instead became the influence to them in making their laws. The very reason why Athens was called a democratic nation, according to Pericles was because her administration favored the majority and not a chosen few, referring back to her laws which give equal justice and rights regardless of social status5. The true spirit of democracy, he proudly states, is not just about the freedom each citizen enjoys but the respect to the freedom that they have, not abusing the nation’s leniency but enjoying it while her citizens live up to the administration’s expectation, making efforts to maintain peace and order, safeguarding each other and the country. One of the things that Athens enjoys as a democratic country is not only the freedom to work and improve one’s financial status but her encouragement to her citizens to enjoy life as well. Sports have always been part of the Athenian history as a means of relaxation so that all year round, there is no lack of it. The great size of the city and its beauty draws people from around the world and Athens takes great pride in her attitude towards foreigners, not driving them away rather welcoming them and treating them as importantly as they do to fellow Athenians. In connec tion to this, the military policy is another consideration that Pericles discussed in his speech which he admired in contrast to Sparta’s, saying Athens shows liberality to foreigners who are attracted to the nation. The broad-mindedness of Athens allows the enhancement of bright minds to work well, her citizens being allowed what they want to do in contrast to their enemy who force their citizens to be physically fit ready for