Brand Equity to Customer Loyalty Essay

An examination of brand equity leading to customer loyalty in the clothing industry using the Loyalty Ladder model. Abstract Purpose – The aim of this paper is to examine if there is a correlation between brand equity and brand loyalty. The author will research the sources of brand equity for three international clothing companies: Abercrombie & Fitch, Marks & Spencer, H&M and apply each company to the Loyalty Ladder. Methodology – Secondary literature was used throughout this study, mainly including; Annual Reports, Academic Journals & Datamonitor reports. Findings – All three companies have a strong brand image and they do have many customers’ who are loyal to their products. All companies experienced growth in revenue in 2010. The companies examined are now in the process of growing their businesses in emerging markets. The loyalty of customers does remain but it is mainly due to the companies innovative marketing strategies, which have resulted in increased revenues within the companies. Constant brand re-enforcement is extremely important to keep customers loyal to a brand. 1.0 Introduction Keller (1993) recognised two reasons to study brand loyalty; for financially based reasons and to improve marketing productivity. Tolba & Hassan (2009) studied the correlation between brand equity and customer loyalty which has seen significant research over the years. The authors conducted an in-depth study of 17 brands within the automobile industry. The findings showed that loyalty and satisfaction were the strongest predictors of brand preference and intention to purchase. The research was broken down into three areas; those who had never tried the brand, those who had tried once and those who had purchased the product. (See Figures 1.0-1.2). For those who had never tried the brand, they would not have been satisfied or loyal to a brand as they had never tired it. Perceptions of the brands image and value towards the brand impacted the results, therefore branding is fundamental in creating a personality and image of the brand that the customer can relate to. Patwardhan & Balasubramanian (2011) have taken brand equity one step further and discuss consumer â€Å"attraction† to brands. The authors believe that attraction and romance with a brand will increase loyalty to a higher level; a deeper and more intense level. The customer will experience security and trust the brand. â€Å"We define brand romance as a state of emotional attachment (evoked in response to the brand as a stimulus) that is characterized by strong positive affect toward the brand, high arousal caused by the brand, and a tendency of the brand to dominate the consumer’s cognition. Brand romance is subject-specific. Different consumers may enjoy different levels of romance with respect to the same brand†. Pawardhan & Balasubramanian conducted a study on numerous undergraduate students and asked them specific questions in relation to brand loyalty. The outcome of the study found that brand romance did exist even though the feelings and emotions behind the romance were not explained. There were a certain brands which kept re-occurring as brands with which students felt romantic about. These were Nike, Ford, Coca Cola, Dr. Pepper, Cingular, Sprint and Abercrombie & Fitch. The author of this paper believes that if marketing managers could harness this idea and â€Å"connect† customers’ emotions and feelings to their brands, it may increase loyalty; especially in such a competitive market it could help to retain more customers. If a customer experiences â€Å"romance† they may have a longer lasting relationship with a brand. Marketers have created the concept of the â€Å"The Loyalty Ladder†. The rungs on the ladder represent; prospect, customer, client & advocate. (See Figure 2.0).The idea of the romance being that a customer would remain on the top rung of the ladder for longer if the relationship was on a deeper level. 2.0 Abercrombie & Fitch Aaker and Mc Laughlin (2007) highlight the sources of brand equity (See Figure 3.0); brand awareness, brand association, perceived quality & brand loyalty. Brand awareness relates to the presence of the brand in the mind of the customer. Brands with high visibility tend to be purchased more frequently and also need to be maintained in the marketplace to re-enforce the brand awareness. As stated above, Abercrombie & Fitch is a brand name which people felt strongly about; it has international brand awareness and brand association. The brand is perceived as high quality, trendy and â€Å"American†. Abercrombie & Fitch have a huge loyal customer following. Lane (2007) describes the brand as being targeted at 18-22 year olds, mainly college students. The company was established in 1892 and went bankrupt in the 1970’s. The company was re-branded in the 1980’s to become a huge success. The annual report states that â€Å"The Company considers the in-store experience to be its primary marketing vehicle. The Company’s marketing strategy emphasizes the senses to reinforce the aspirational lifestyles represented by the brands. ..The Company also engages its customers through social media and mobile commerce in ways that reinforce the aspirational lifestyle of the brand†. Abercrombie & Fitch Annual Report 2010. Abercrombie & Fitch advertisements are all very consistent; black and white, topless men, beautiful males and females and often very sensual. (See Figure 4.0).Abercrombie and Fitch are famous for having had many controversial pieces of clothing and advertisements in the past but this has added to their brand image and increased media awareness. When the recession threatened many companies, Abercrombie & Fitch did not reduce sales prices, as they did not want to take away from the brands image and perceived high quality. The company did suffer a reduction in sales, however, to overcome this, management opened stores in new and emerging markets as the American market was maturing. Abercrombie & Fitch opened their first store in London in 2007 and have opened their doors in Japan to a new loyal market of young advocates. (They also sell online to the Chinese market). In the past few years there has been a shift in Chinese and Japanese culture. Teenagers in particular have become â€Å"Americanised†. Abercrombie & Fitch is a very popular brand in these countries as it represents the â€Å"American way of life†. In a study conducted by Parker et al (2004) it was found that the three most important aspects to a teenager were style, look and fit. Abercrombie and Fitch certainly contain these three elements. Tully (1994) supports the idea that it is relatively easy to form a â€Å"global teen strategy† & suggests that it is â€Å"†¦easy to form a global teen strategy, as teens around the world tend to have similar attitudes†. The research conducted by Parker et al (2004) showed this to be slightly untrue as US and Japanese teenagers tend to have more similarities towards the Chinese teenagers, as teenagers in China have less disposable income. However this is changing as China is an important emerging market. The Abercrombie & Fitch annual reports state that stores across China and Hong Kong are due to open in 2012. The author of this paper believes that the Abercrombie and Fitch brand is a perfect example of a brand romance. There are no loyalty cards or personal accounts to entice customers to climb the ladder. The famous brand and its image is enough to create an intense and emotional feeling within teenagers and young adults to become advocates of the brand. The loyal advocates (mainly 18-22 years old) of the brand remain perched on the top rung of the ladder until the next generation takes its place. The loving relationship lasts for approximately four years, until the customer topples from the top rung of the ladder. Abercrombie and Fitch also have other brands (Hollister & Gilly Hicks), which are not discussed in this article. What is different about this brand is how the company do not offer cards, accounts etc. like many other companies. Through their website they offer the chance to work in their stores and become a â€Å"store model†. Another perfect example of how aspirational this brand really is. (Abercrombie & Fitch official website) 3.0 Marks & Spencer (M&S) As mentioned earlier Aaker and Mc Laughlin 2007 highlight the sources of brand equity (See Figure 3.0); brand awareness, brand association, perceived quality & brand loyalty.. Marks and Spencer (M&S) were famous for their fleeting sales even before the recession and were faced by a takeover bid by Sr. Philip Green. M&S did not reduce their premium prices and instead invested heavily in a marketing campaign which eventually proved to be a success. (Marketing Society UK 2010). The net profit was  £526.3 million in the financial year ending 2010, an increase of 3.6% over 2009. (See Figure 5.0) Campaigns to re-enforce the M&S brand included the â€Å"125 years campaign†, taglines included â€Å"quality worth paying for† and â€Å"quality worth every penny† (See Figure 6.0). These campaigns also feature famous celebrities such as Twiggy, Mylene Class & Danii Minogue. (Marketing Society UK 2010). Walshe (2008) discusses M&S in the marketplace (See Figure 7.0). He describes the market as â€Å"weak†, the business as â€Å"ok† and the brand as â€Å"strong†. If a marketing strategy can successfully increase awareness of the brand then sales will increase. M&S experienced a lot of volatility in the marketplace and discusses how it was the business that was â€Å"temporarily broken† and not the brand. Through a strategy of changing product ranges, motivating employees and reminding customers about the brand and what it stood for, the company increased its profits. Throughout the marketing campaigns, the message of quality and good value was kept consistent so the brand association remained the same. Different forms of advertising have been researched to identify which types can affect brand association. The discussions are mainly broken into two categories; price and non-price advertising. (Kaul et al 1989, as cited by Clayton & Heo 2011). Non-price advertising can be described as differentiation or reminder advertising (Mitra and Lynch 1995, as cited by Clayton & Heo 2011). In a study conducted by Clayton and Heo (2011) on whether advertising affects brand association, the study concluded that promotional based messaging lowers the brand image, attitudes and perceptions of the brand. The authors do state that value-oriented messages have the ability to deteriorate brand associations. M&S have also created their brand as an association to corporate social responsibility, including expenditure in areas of climate change, sustainable raw materials and waste. (Datamonitor 2011 (a)). Customers perceive M&S to be a brand of high quality which the company constantly communicate in advertising campaigns. Tresidder (2010) in an article discussing a food campaign by M&S describes how the slogan is â€Å"This is not just food†. The advert ‘‘directs perception’’ by creating/reinforcing ‘‘signposts’’ of the M&S experience. â€Å"Thus, the text directs perception while guiding the social and cultural significance of the images used;, a conversion process takes place in which meaning is guided by changing perception through various techniques such as the use of text, changes in context and the meaning of the gastronomic experience† (Marshall, (2005) as cited by Tresidder (2010)). As stated earlier the loyalty ladder consists of four components; prospect, customer, client and advocate. In Tolba and Hassan’s (2009) research discussed earlier, the research showed that people who never tried a brand based their assumptions on which brands they preferred based on the image and attitude. In relation to M&S, a prospect customer will rely on advertisements, word of mouth, physical outlook of store and any other media surrounding the brand. M&S are opening new stores in emerging markets and will have many more prospect customers as opposed to the maturing domestic market. Once prospect customers have stepped up the ladder from prospect to customer, M&S offer a M&S credit card which gives the cardholder points. A premium card is also available got frequent shopper who are clients and advocates which offers treble points. (marksandspencer.com). Clients and advocates of M&S tend to be of a mature age and trust the M&S brand. More recently M&S have used celebrities in their adverts to gain a younger market share. The company is also the leading department store retailer in the UK. The clothing and fashion segment is estimated to have led to such leadership. (Datamonitor 2011(a)) . Huang & Huddleson (2009) conducted a study on own brand products and concluded that own-brands can often have a product advantage over competition which creates a competitive advantage because the retailer is creating their own products, they put more effort into the production and image of the product. Marks and Spencer have launched an internet channel through â€Å"M&S Direct†. Customers can shop online and a new facility called â€Å"Shop your Way† enables customers to order online, in stores or over the phone. Products are delivered free of charge to the nearest store. Through M&S direct, customers can join discussions and see what is happening in their local stores. March and Quinton (2009) discuss viral communities and how they impact the on loyalty ladder. They state how impostant social networks are for marketers and how they act as a â€Å"conduit for intra customer dialogue†.The authors posited the idea of a â€Å"social network contributor ladder† for online users. â€Å"This understanding will enable marketers to communicate more effectively with both the influencers and other members of the social network ladder†. (See Figure 8.0) March and Quinton (2009) 4.0 Hennes & Mauritz (H&M) A prime example of a strong own brand image is the Swedish company H&M. Mc Coll & Moore (2010) conducted a study to examine own brands and product brands. It has been increasingly competitive in the past few decades with companies setting up stores internationally. The authors discuss that own brands such as H&M will be more successful if they reflect the corporate brand image which must also be strong in the marketplace. Own brands have more control over products which gives them a competitive advantage. (Mc Coll & Moore 2010). H&M is a global brand based on its â€Å"value creating retail concept†. H&M have built their powerful brand based on a business model of fashion and quality at the best possible price. (Ilonen et al 2010). H&M mainly create brand awareness through television, internet,and mobile phone. H&M have an iphone application and online game â€Å"Mytown†, where players can view â€Å"virtual goods†. (WARC news Sep 2010). In April 2011 H&M launched it’s free Android application. This enables customers to browse clothing, check out offers and watch exclusive videos. There is a huge international brand awareness of H&M, with stores operating throughout Europe, South Korea & Israel. The company is now focusing on new emerging markets such as Romania & Croatia and opened their first stores in these countries in 2011. H&M have sponsored celebrities in the past to create a strong brand association. They chose those who they perceived were most suitable to position H&M as an upscale fashion retailer offering clothing at best price, Roberto Cavalli, Jimmy Choo & Madonna are examples of celebrities who endorsed the H&M name. (Datamonitor 2011 (b)) H&M has a fast retail policy & quickly follows market tends to deliver merchandise to its outlets daily. The loyal customers of H&M tend to be young and fashion conscious. H&M has kids, women and men’s clothing shoes and accessories. The company has experienced revenue growth year on year even throughout the recession ( See Figure 9.0). In relation to the loyalty ladder, as discussed earlier by Tolba & Holsan (2009) a prospect customer will purchase based on perception and image of the brand. There is no doubt that this brand has a strong market presence. Also, as most of the customers are younger there will be more of an influence by friends, peers and the fashion industry to conform to trends. (Parker et al 2004) . Some companies’ have reduced mobile marketing communication during the recession but as mentioned earlier, H&M rely heavily on mobile marketing. They use technology to communicate discounts etc. very often people who receive these messages send them on to friends, this results in a usually a 50% increase of people in-store. H&M see this as a success in creating massive â€Å"footfall in their stores. (Carter 2008).This form of marketing is also useful as when people send on these messages, it can draw prospect buyers into the stores. Once the prospects have climbed to the next rung of the ladder and become customers, H&M offer an account. This account allows customers to have limited access to the â€Å"virtual dressing room† and other benefits such as communication via internet, mobile phone applications and offers which draw the customers back in-store time and time again, to eventually become clients and advocates of the H&M brand. 5.0 Conclusion All three companies discussed in this paper have strong brand images which are constantly communicated to the public. Customer loyalty does remain as a result of strong marketing strategies and constant brand re-enforcement. In relation to M&S and A&F, sales have slowed down as their domestic markets are maturing and people have less disposable income due to the recession. However, both companies have weathered previous recessions. Many customers still desire to buy these brands and the strong brand image will help increase sales in emerging markets. Both M&S and Abercrombie & Fitch had an increase in 2008, which dropped in 2009 but increased in 2010 again. H&M has a steady increase year on year. Abercrombie & Fitch is due to open in Dublin at the end of this year and also due to open in Paris and Milan. All three companies are concentrating on new and emerging markets as their domestic markets mature. (See Fig 10.0) The author of this paper has posited a new loyalty scale as opposed to the loyalty ladder, see (fig 11.0). The loyalty ladder does not account for customers who are dissatisfied or â€Å"anti† a brand. Customers begin as prospects and can go up or down the scale depending on their experience with the brand. The internet plays a crucial part in communicating with customers and creating relationships to strengthen bonds with them through social networking sites and discussion fora. With so many global brands in society, it is important to keep re-enforcing brands to keep customers firmly perched on the top rungs of the loyalty ladder.

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Schools from all over the world should really start preventing all this bullying thats going on. I find it bad that everyone makes fun of everyone. Either if it’s cyberbullying or just bullying, it’s a problem for a lot of students. In order to prevent bullying and all of this harassment, there’s so many things that I’d think can solve this problem. One of the first things that i think could be a solution for all of this would be talking to all of their parents, have a meeting about it, because most of their parents are also bullies. For example, that mother in Missouri who was making pretend she was a guy named Josh Evans on myspace and was cyberbullying her daughters friend just because she wanted revenge on that poor little girl and then she committed suicide. This all needs to stop! Parents are supposed to be setting an example for their children but they’re really not doing that correctly. More and more kids are losing their lifes because of this. It really isn’t a fun thing to do, the only thing you’re really doing is hurting and making them feel really bad. Noone would like it if someone else would do it to you. Changing the subject, the community should be more aware of this in my opinion. I feel like they need to step up a whole lot and make them have some changes around. The police should track on the computer everything that happens with everyone now a days, and if there’s any cyberbullying going on then they should just simply arrest them. They should be more stricter about it, not just around the community but also in schools. Sometimes I feel like they’re really not doing anything about bullying. I feel like noone cares at all, especially after what happened with the young adults that commited suicided these past few years.

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Politics Through Chinese History - Essay Example The basis of Chinese society was the family. A Chinese family consisted of grandparents, parents, children, grandchildren, daughters-in-law, and servants. Family ties were very close. Every member of the family was duty-bound to safeguard the family honor and prestige. If a son did something wrong, he and the family will lose face, that is, disgraced. The parents were the absolute masters in the family. They arranged the marriage of the children and decided what professions they would take. Disobedience to parents was regarded as a serious sin. If the father died, the oldest son took his place. A family with many children was believed to be blessed by the gods. Women had few rights. Their place was at home. Their duties were to serve the men, to take care of the children and to attend to household work. They also worked in the fields like male laborers. The economic life in Old China centered on agriculture. About 80% of the Chinese people were peasants who lived in villages and toiled daily in their small farms. Those without farms were engaged in various industries such as bakery, carpentry, brickmaking, weaving, and retail merchandising. (Grousset, p. 99) Guilds existed in China long before they were established in Medieval Europe. A guild was an association of men engaged in an occupation. Hence, there were merchant’s guilds, baker’s guilds, musicians’ guilds, and carpenters’ guilds. The guilds fixed the prices of goods, determined wages, and working conditions, and looked after the welfare of the members. In matters of religion, the Chinese were very practical. They were deeply concerned about the gods, religious dogmas, and the future life. Heaven to them was abstract thing. They simply worshipped their ancestors and gods and paid homage to heaven and earth, mountains in other objects of nature. They were free from religious bigotry. They were free from being Confucians, Taoists and Buddhists at the same time. (Labourette, p. 56) Political life in Old China was regulated by Confucian precepts. At the head of the empire was the Emperor, who was regarded as the "Son of the Heaven." He ruled by the "mandate of heaven", that is, by permission of the gods. If he became corrupt, he immediately lost the mandate of heaven, and the people can overthrow him by revolution and place another ruler on the throne. (Labourette, p. 54) Below the emperor was a bureaucracy consisting of ministers, viceroys and governor

The Old Man and the Sea Essay Example for Free

The Old Man and the Sea Essay â€Å"The Old Man and the Sea:† A Tale of Betrayed Brotherhood In Ernest Hemingway’s novella â€Å"The Old Man and the Sea,† an old fisherman named Santiago faces the challenge of catching the largest fish of his life, an act he hopes will bring immortal greatness to his name. The accomplishment of this goal, however, hinges on the act of killing a creature Santiago often deems his equal, as exemplified by his recurring reference to the fish as a brother. The old man’s longing for greatness negates any moral considerations he may have, though, until he realizes his own mortality, extends that into a feeling of equality with the fish, and the fish’s body is destroyed by sharks. Then he understands what he has done: stripped the noble fish, his equal, of its pride. From that point on, he regrets his actions of betraying his brother. Therefore, throughout a majority of â€Å"The Old Man and the Sea,† Santiago’s desire to achieve immortal greatness overshadows the immorality of his actions, but when the sharks destroy the physical embodiment of this achievement, the fish, he realizes that the end does not justify the means; immortal greatness is not obtained. Santiago, who is nearing the end of his life, has a preoccupation bordering on obsession with greatness. He continually speaks and thinks of Joe DiMaggio, the embodiment of greatness in the form of a baseball player, and his roots as a poor fisherman’s son strengthen the attachment. He dreams of lions, the kings of the jungle, enjoying their domain on a beach. Greatness is clearly on Santiago’s mind. In addition, he longs for the type of greatness that transcends human life; he dreams of achieving immortality through the remembrance of his name in association with something great after his death. After battling the fish for many days, Santiago thinks, â€Å"I am not good for many more turns. Yes you are, he told himself. You’re good for ever† (Hemingway 70). His inner speech, particularly the last sentence, demonstrates his lofty, idealistic mindset. He views his existence as eternal; thus, the type of greatness for which he yearns inferably fits this view and is therefore eternal as well. For Santiago, immortal greatness can only be achieved through fishing: â€Å"You were born to be a fisherman and the fish was born to be a fish. San Pedro was a fisherman as was the father of the great DiMaggio† (Hemingway 81). By extension, Santiago labels the rest of the subjects of the sentence as great due to the reference to DiMaggio, and because he specifically refers to his role in life (a fisherman) in this context, he believes it to be his means toward achieving this greatness. What better chance does he have than to bring in the greatest fish of his life, alone and in old age? Therefore, the fish he catches in the story is his chance at immortal greatness. Early in the story, before Santiago has even seen the fish, he thinks, â€Å"If he will jump I can kill him. But he stays down for ever. Then I will stay down with him for ever† (44). This thought also illuminates the connection he feels between the fish and his glory: If he does not catch the fish and bring it home, hope for his immortal existence dies because this greatness depends entirely on the fish, this fish. Throughout most of the novella, Santiago views the fish as beneath him, as something he is entitled to subdue. For example, he takes possession of the fish, the fish he thus believes he is destined to catch, by referring to it as his before anything even nibbles on his line (Hemingway 24). Also, during Santiago’s battle with the fish, he thinks, â€Å"But, thank God, they are not as intelligent as we who kill them; although they are more noble and more able† (Hemingway 47). In the first half of this passage, he clearly places himself mentally above the fish; however, the second half introduces the respect Santiago holds for the fish, which brings into question his asserted feelings of superiority. In addition, he often refers to the fish as his brother, introducing a sense of kinship he feels with the creature (Hemingway 44, 47, 57, 71, 73). Yet the air of supremacy remains, despite these outward expressions of equality, because the old man’s desire for greatness is so blindingly dominant. Santiago speaks aloud: â€Å"‘I’ll kill him though,’ he said. ‘In all his greatness and his glory. ’ Although it is unjust, he thought. But I will show him what a man can do and what a man endures† (Hemingway 49). In this quotation, Santiago recognizes the greatness of the fish and even contemplates the moral implications of his quest to kill it, but his conclusion that he needs to finish what he set out to do to prove man’s dominance over the creatures of the sea, specifically his dominance to satisfy his hunger for greatness, overshadows his brief moral questioning. Also, Santiago’s references to the fish as a brother initially do not always signify kinship and equality. Once, he makes the claim that his two hands and the fish are brothers; the fish is only related to two small parts of his body (Hemingway 47). Albeit the hands are important parts to the fisherman, he still equates the fish to a portion of his body, not the whole self, which implies there is more to than man than to the fish. A little later, he calls the stars his brothers and expresses gratitude for not having to kill such great, distant beings (Hemingway 58). This minimizes both the fish’s greatness and supposed brotherhood because Santiago clearly longs to be one amongst the stars (immortal greatness), despite, or perhaps because of, their admittedly ungraspable nature, in addition to battling a mere mortal fish. For these reasons, throughout much of the novella Santiago puts the fish’s greatness below the quest for his own, despite selected words to the contrary. When Santiago comes to terms with his own mortality, however, he truly recognizes his equality with the also mortal fish. After days of battling the fish, his inescapable mortality rises to his mind for the first time: â€Å"‘Fish,’ the old man said. ‘Fish, you are going to have to die anyway. Do you have to kill me too’† (Hemingway 70)? Here, Santiago realizes that more than the ability to obtain greatness lies in the hands of this fish; his physical existence also hinges on the fish’s actions. This thought humbles the old man, and minutes later he thinks, â€Å"You are killing me, fish, the old man thought. But you have a right to. Never have I seen a great, or more beautiful, or a calmer or more noble thing than you, brother. Come on and kill me. I do not care who kills who† (Hemingway 71). For the first time the word â€Å"brother† carries the weight it implies because Santiago sees both himself and the fish as mortal beings in a struggle for life. No longer does he assume superior rank over the fish; instead, he recognizes the nobility of both beings as equal in his expression of unconcern for which dies. Shortly after this realization, Santiago succeeds in landing the fish; however, only an hour later, sharks begin to attack the dead fish tied to the side of his boat, ripping flesh from bone, stripping it of its physical mortal greatness. At this point, the question of the morality of killing the fish once again surfaces: â€Å"You did not kill the fish only to keep alive and to sell for food. You killed him for pride and because you are a fisherman. You loved him when he was alive, and you loved him after. If you love him, it is not a sin to kill him. Or is it more† (Hemingway 81)? Because Santiago had previously established a kinship with the fish, he questions his pride-motivated actions, whether or not his obtaining of immortal greatness justifies killing a noble brother. It soon becomes clear that these means are not justified. Santiago begins to apologize to the fish numerous times, first for the sharks that mangle its body, then for killing it in the first place (Hemingway 85). Eventually, Santiago says, â€Å"‘I shouldn’t have gone out so far, fish,’ he said. ‘Neither for you nor for me. I’m sorry, fish’† (Hemingway 85). In this quotation, Santiago laments his quest for greatness (â€Å"I shouldn’t have gone out so far†¦Ã¢â‚¬ ) and asserts that it destroyed both him and the fish. Therefore, despite the completion of his goal to catch a great fish, Santiago fails in his quest for immortal greatness because he realizes that killing a creature equal in greatness and nobility to himself, a creature he calls his brother, is ignoble. He even acknowledges this failure after he returns to shore, when he recognizes that nothing outside himself actually beat him in his quest: â€Å"And what beat you, he thought. ‘Nothing,’ he said aloud. ‘I went out too far’† (Hemingway 93). Only his desire for immortal greatness defeated him and barred him from achieving it, that is, if it was ever possible for him to achieve it at all. Therefore, in Ernest Hemingway’s â€Å"The Old Man and the Sea,† Santiago fails in his quest to acquire immortal greatness. He begins by thinking of the fish as his to take, the means by which he can obtain greatness, but after realizing his own mortality he understands the fish’s equality to himself and regrets taking its life, which led to the stripping of its flesh, its physical greatness. Thus, the nobility of both the old man and the fish are ruined, and he certainly fails to seal his name as an eternal presence of greatness. Perhaps his quest was doomed from the beginning; immortal greatness was never possible for the old man.

Originality In Literary Work English Language Essay

Originality In Literary Work English Language Essay The task is aimed to answer certain important questions in relation to copyright work in UK. It answers complex questions like,What constitutes a literary work? What is meant by originality? How literary does a literary work have to be? Where is the dividing line between ideas/information (not protected as such) and expression (which is)? How is copyright acquired and how long does it last?These questions are answered in detail with examples from case laws and supported by statues. Each question is answered separately and clearly in demarked sections. A literary work is specific type of work originated by author and creates a picture, idea or a story in a meaningful pattern. There are two types of literary works. One is creative writing and other is study of the written work. In the world of copyright, the originality means contents, style and sequence of the contents which create a specific pattern and style. The copyright literary work not only includes the literature in the everyd ay sense like novels, poems, prose, biographies, review, criticism and literary but anything which is written , spoken or sung like term and conditions of trade, tradesman catalogue and brochures,tables and compilations, anthologies, encyclopaedias, directories, suites of computer programs, possibly the list of printed circuit boards and database. The time f copyright work varies from work to work. It depends upon the category and type f the work. It is usually calculated from the death of the creator. At the end of task, an interepretation of the information derived from questions is described in the form of conclusion. Table of Content List of Tables What constitutes a literary work? A literary work is specific type of work originated by author and creates a picture, idea or a story in a meaningful pattern( Jeremy 1986) . The raw material like words in case of story or lines in case of a picture are not of great importance if they are not manipulated into good structured sentence or an image to convey and idea in an artistic way( Christman1994) . Therefore a work capable to be right protected should show some skill and ability but exceptions may occur. In this way work is differentiated into a special piece of work created by an author. There are two types of literary works. One is creative writing and other is study of the written work. The creative writing is a work and values the author as creator and raises his value above the normal writing pattern. The study of the written work is the critical analysis of the written work by another literary person in a unique and specific style (Ackerman 1977). The written work may be a drama, a story, an essay, a biography, journalism or any written piece of work by author in original style. Depending upon the use of language and style, the literary work is written in two styles. It could be either prose or in poetry. Prose is a style of creative writing but its language is not in verse form. It has same literal value when words are used in a specific and unique style by the author creating a meaningful phrase (Dworkin 1978). The length of literary may vary from long novels or short as stories and essays. The author of the prose create different types of sentences either sho rt or long, questions, exclamatory sentences and various other techniques to develop his own style. The use of various literal techniques in personal style is to display the inner psychic of the characters in the novel. It should be noted that the literary work could be real as well as imaginary or a mixture of both(Hohfeld 1964). It can also include authors own experience s. Example of autobiography or others biography is good examples of inclusion of authors own experience. The other type of literary work is poetry. It is the writing in an elevated style. It is written in verse form. It is used to express deep feelings, thoughts and ideas in a beautiful language composed of unique personal style. The poetry is different from prose as it is composed of rhythmically arranged words creating thoughts and feelings with deep impact. The poetry consists on syllabus, diverse kinds of feet and stanzas as well as rhythms to create a unique style. In a real sense poetry relies more on the selection and expression of words rather than on structure of sentence as in the case of prose. There is no difference in writing of stories, parables, drama or many other literary forms as could be similar in poetry as well as in prose. What is meant by originality? The definition of original means pure. The ordinary and common meaning of originality is not acceptable in law. Instead courts have interpreted the definition of the originality by describing the relationship of the work with its author. Law is interested to know either work has been created by the author or not(Harris 1980). In the world of copyright, it means contents, style and sequence of the contents which create a specific pattern and style. The literary work means work expressed in quality or style in a specific or certain way; Example Macmillan v Cooper (1923) 40 TLR 186 (JCPC). Copyright is defined as the protection provided by law to the original authority for his efforts to create the original work. In the presence of above mentioned definition, copyright is security to the labour, skill, capital, expression, unique style, quality of the character and sum of the original work. Now, there is a question that which original work can be claimed under the copyright laws? A work consisting on original literary, dramatic, musical and artistic works like sound recordings, films, videos, music(Tim 2009), broadcasts, documentaries and cable programmes are included in copyright works. Countries other than UK and USA also protect the original work under the similar copy right protection but the dept of originality required for original work may be different to make an original work capable of getting protection under copyright laws. How literary does a literary work have to be? There have always been arguments on what has been included on the literary work. What so ever the case is, the work should not be copied from any other source. For example, work was not accepted as original in Cramp v Smythson [1944] AC 329. Another example comes from a case known as Feist Publications Inc v Rural telephone services Co Inc(1991) 111 SCt 1282. The Copyright and database Regulations 1997(SI 1997 No 303) defines the literary work as any work, otherthan a dramatic or musical work, which has been written, spoken or sung and includes a table or complication other than a database, a computer program, preparatory design material for a computer program and a database. The copyright literary work not only includes the literature in the everyday sense like novels, poems, biography and literary, review and criticism but anything which is written , spoken or sung likebrochures, terms and conditions, tradesman catalogues tables and compilations, anthologies, encyclopaedias, direct ories, suites of computer programs, possibly the list of printed circuit boards and database. There is some point to remember for original work. The work should be result of a creative effort.The work shouldnt be copied from something that already exists. The work could be similar to something already exists but again it should not be copied directly or indirectly. Original work should be substantial e.g. it should be created with sufficient labour and skills. However, sufficient amount of investment without enough skill and labour may make a work original. Where, ambiguity arises, only courts can decide whether something is original or not. Sound recordings, films, published editions dont have to be original. These will not be new copy right works if these are copied from existing sounds, films or pblished editions.Similarly broadcast dont have to be original unless they infringe in another broadcast. Where is the dividing line between ideas/information (not protected as such) and expression (which is)? The copy right is like other property rights. It can be used as an economic value. For example. Like property law, it can be licensed to other person to use it as it a property. Similarly, any breach of the copyright law result in award of damages to the effected party. The sale of the copyright will terminate the authors right of owner. Even the owner ship rights finish with sale of copy right but moral rights to recognise the origin of work and not to treat the work in wrong way still exits and can be executed by injunction. Copyright protection is available to literary work when it is recorded, in writing or sung. A compilation is a selection, arrangement, style and sequence of material in the form f poems, prose, extract, novels, photography, music and songs. The work is protected by copyright because of the efforts of collecting, selecting, editing and styling. Normally no particular literal value is attached to the work. How long copy right could exist, is debateable. In one case, it was declared that copyright can subsist in a brochure for 120 years  [1]  . Copyright can also subsist in a computer program  [2]  . How is copyright acquired and how long does it last? Under copyright protection, original work is protected by unauthorised copying, publishing, performing in public or translating etc of an original work or a substantial part of it. Copying of literal work doesnt mean only literal copying but also the copying of style or structure or expression. Computer program are also considered as literary work and protected under Article 4 of Copyright Treaty. Copyright is defined as an intangible property right in relation to different types of work done by the original author. Most of these works contain information or more accurately the way in which it is expressed in the work. Copyright laws are becoming more powerful in most of the countries of the World to save industry, author and inventor. UK and USA have developed stronger copyright laws where European countries have different copy right laws. Although these laws are conceptually different, and less deep than copyright but still cover the basic protection to original work of author. Mos t countries of the world follow the common themes of the copyright law according to Bene Convention  [3]  and Wipo copyright Treaty  [4]  . The time f copyright work varies from work to work. It depends upon the category and type f the work. It is usually calculated from the death of the creator. Depending upon the nature of work, the time length of copyright is tabulated on next page. According to UK CDPA, section3 (2), a literal work has to be recorded in writing or otherwise any form of notation or code should be fixed to it. According to UK CDPA, section3 (3), all subscribing countries are obliged to confer reciprocal rights to each others citizens. Copyright Protection Work Copyright Protection Written The copyright protection in UK for original literary, theatrical,musical and artistic works lasts for the life of a creator plus 70 years from the end of the year in which author died. Film The copyright protection in UK for film lasts for the life of the principal director, the authors of the screen play and dialogue, or the composer of any music specially created for the film plus 70 years from the end of the year in which last one of aforementioned persons died Music The copyright protection in UK for original musical works lasts for the life of a creator plus 70 years from the end of the year in which author died. Recorded Songs If a song is recorded then copyright of the song lasts for 50 years from the end of the year in which it was made or if published in this time, 50 years from the end of the year of publication.    Played Song; A song has more than one copyright. Copyright for composer of music, for author of the lyrics . If recording is not published during the 50 years period but played in public or communicated to the public during that period, then copyright lasts for 50 years from when it happened. Copyright Protection Work Copyright Protection Broadcast Copyright in broadcast expires 50 years from the end of the year of its broadcast. Published Edition Copyright in publication edition expires 25 years from the end of the year in which edition was first published. When a copyright work is created by more than one author, the authors are called joint authors and joint owners.    The copyright protection of joint authors and joint ownership is calculated with reference to the date of the death of the last surviving author. Copyright work originating outside the UK or another country of the European Economic Area(EEA) or Where work was createdbrfore Ist January 1996. The term of copyright protection may be shorter if it is shorter in the country of the origin. Conclusion A literary work is specific type of work originated by author. Original work may consist on a picture, idea or a story in a meaningful pattern. The raw material may be words in case of story, lines in case of a picture or a mixture of both. The raw material is manipulated into good structured sentence or an image to convey and idea in an artistic way. The ordinary and everyday meaning of original doesnot fulfil the requirement of legal definition of original. The courts have defined original work as a piece of work that describes the relationship of the created work with the author and wether the work is originated from the author. The copyright literary work includes the literature in the everyday sense like novels, poems, biographies, literary criticism, reviews, written piece of work , spoken words, Songs, terms and conditions of the trade, tradesman catalogues, brochures and tables and compilations, anthologies, encyclopaedias, directories, suites of computer programs, the list o f printed circuit boards and database. To get Copyright protection, work should be recorded, in writing or sung. A compilation is a selection, arrangement, style and sequence of material in the form f poems, prose, extract, novels, photography, music and songs. The duration of copyright protection varies from work to work. It depends upon the category, type, nature, time and content of the work. It is usually calculated from the death of the creator. A minimum copyright protection of 50 years time is applied after authors death for original works, although this has been extended to 70 years within the European Union. References

The Abuse Of Native Americans

The Abuse Of Native Americans The white colonizers of the past helped turn the once New World into the United States of America, a dominating world power that prides itself on being a fair, non-discrimatory and liberal country. What has been long forgotten is how they made their progress, that is, the destruction, torture, and unfair treatment of the first inhabitants of America, and how these people are treated to this day. Early Colonization The colonization of the Americas is dated all the way back to the 11th century when the Vikings (the Norse) settled in Greenland and Newfoundland. The contact they had with the indigenous people, the Inuits, was hostile, something that could have been taken as a sign of forewarning of the later contact between the natives and the European colonizers. These Norse colonies were not long-lived and they eventually disbanded in the 15th century.  [1]   In 1492, Columbus headed the expedition to America in the name of the Spanish. Colonization and exploration grew very popular and soon most of the islands in the Caribbean had been colonized.  [2]  By 1494, the Spanish and Portuguese had made the treaty of Tordesillas which divided the New World between themselves. The Portuguese took all of what is now present-day Brazil while the Spanish pushed onward with conquering as much as possible. Spanish Conquistadors Spanish conquistador, Hernan Cortes, had overthrown the once very powerful Aztec Empire in Mexico who had thought him to be Quetzalcoatl, an Aztec god who had come to destroy their empire. He slaughtered thousands and people and burned some of the city.  [3]  Pizzaro, a second cousin to Cortes, overtook the Incas in Peru, also massacring thousand and ransacking the entire empire. What is astonishing is the pure cruelty of these men in the name of Spain who had been welcomed with open arms.  [4]  In an account by Waman Poma, the Incan emperor, Atahualpa, sent gifts to the Spanish. Poma wrote, The presents consisted of male servants and sacred virgins. Some of the virgins were also offered to the Spaniards horses, because, seeing them eat maize, the Peruvians took them for a kind of human being. Until that time, horses were unknown to our people and it seemed advisable to treat them with respect.  [5]   Continued Colonization Colonization continued on, with Spanish Florida, the English colonies of Virginia and New England, the French colonies of Acadia and Canada, the Swedish colony of New Sweden, and the Dutch New Netherland. By the 18th century, Denmark-Norway revived their colonies in Greenland and Russia took Alaska.  [6]   It is quite obvious that with the onset of so many foreigners, the Europeans, clash was eminent. What wasnt so easily seen was what the Europeans brought with them-disease. Smallpox, typhus, influenza, diphtheria, and measles wiped 10 to 20 million of the indigenous population.  [7]  Before these plagues, the natives had been used as servants and slaves but once they started dying out, Africans were brought to the Americas to take their place. White Overtaking and Manifest Destiny As more and more Europeans came to the Americas, the more land they wanted to cultivate and occupy. By the 17th century, for every one Native American, there were three white Europeans.  [8]   During the 1800s, John L. OSullivan, the New York newspaper editor used the phrase Manifest Destiny.  [9]  He had created a term for a long-held belief that the whites of America had the right to expand their territory to the West, that it was their duty and was approved by God in every way. People started making advertisements, paintings, and pictures to encourage the expansion.  [10]   What all this did was cement the idea of white supremacy over the Native Americas. None of this was a good thing for the Native Americans because now the whites had even more a reason in their minds to continue their expansion and to continue their efforts for civilizing them which meant making them live as Whites. This meant they must be Christian, must build homes and practice private property, and educate their children in a way that the dutiful White Christians saw fit.  [11]   Indian Removal Act and the Trail of Tears What was one of the biggest steps taken to move Native Americans so the Whites could have all access to the land was the Indian Removal Act of 1830, which was signed by President Andrew Jackson.  [12]  Though this act was supposed to be voluntary on the side of the Native Americans, community and tribe leaders were made to feel a great deal of pressure to sign the treaties that would move them from their ancestral homes to the West. This was a very controversial act and many white people were opposed to it because of how unfair it was to the Native Americans. There was definitely greater support of the Indian Removal Act though, especially by the South because they wanted access to lands where different tribes were occupying.  [13]  These tribes were called the Five Civilized Tribes which consisted of the Cherokee, Choctaw, Muscogee-Creek, Chickasaw, and the Seminole.  [14]   The pressure grew and chiefs finally gave in. First to sign a treaty to move with promise of new land and money was the Choctaws in Mississippi. The treaty the Choctaw chief signed was called the treaty of Dancing Rabbit Creek and when interviewed by the Arkansas Gazette, he said the removal was a trail of tears and death. Five years after the initial passing of the Indian Removal Act, the Cherokee signed the Treaty of New Echota.  [15]   The removal of the Cherokee, Muscogee-Creek, Seminole, and Choctaw was called the Trail of Tears. These tribes were moved to Indian Territory and experienced exposure, disease, and starvation during their journey. 4000 of the 15000 Cherokee that made the journey died on their way to the Indian Territory.  [16]   Resistance, Victories and Defeats Though many Indians cooperated with the American government, some fought back and tried resisting. Indian Wars broke out and they did win some, such as the Battle of Little Bighorn. The greatest victory by the Native Americans was when Tecumseh, a Shawnee leader of a multi-tribal group, allied with the British and defeated the White Americans in Detroit St. Claires Defeat.  [17]   Although they won sometimes, the Native Americans lost quite a few battles, such as the Creek War, the Sioux Uprising, the Sand Creek Massacre, and Wounded Knee. Times were very hostile and by 1872, the United States government went by a policy that meant the extermination of all Indians unless they moved to reservations so as to be more civilized and become Christianized.  [18]  Paul Wellman describes quite accurately in his 1934 book the pure torture and disregard of Native Americans during this time: The Indian [was thought] as less than human and worthy only of extermination. We did shoot down defenseless men, and women and children at places like Camp Grant, Sand Creek, and Wounded Knee. We did feed strychnine to red warriors. We did set whole villages of people out naked to freeze in the iron cold of Montana winters. And we did confine thousands in what amounted to concentration camps.  [19]   Americanization Once the federal government had gotten most Native Americans onto reservations, they started the process of Americanizing them. The federal government was able to treat them almost as if the Indians were their wards because, in fact, they were. This was so because in 1871, the Indian Appropriation Act was passed which stated that the government no longer viewed the Indians land as separate countries and their communities as separate nations but that the land would belong to the government and the Native Americans would become wards of the United States government.  [20]  This is what the Indian Appropriation Act said: That hereafter no Indian nation or tribe within the territory of the United States shall be acknowledged or recognized as an independent nation, tribe, or power with whom the United States may contract by treaty: Provided, further, that nothing herein contained shall be construed to invalidate or impair the obligation of any treaty heretofore lawfully made and ratified with any such Indian nation or tribe.  [21]   Once this was done, the government passed more laws which constricted the Native Americans even further. These laws forced them to give up their old way of life, such as moving from their traditional places of inhabitation to more Americanized homes. They were also made to change their appearance and their names. Men were often made to cut their hair and whole communities were made to abandon their old religious practices in favor of Christianity.  [22]   Schools were created for the Native American children so as to get them used to their new lives and to also quickly Americanize the youth. They were forced to choose American names and to only speak English, abandoning their native tongue. Doing this to the Native Americans was very damaging to their tribal identity and also basically stripped them of all they had once known in favor of the strange American way.  [23]   The General Allotment Act of 1887 (The Dawes Act) The Dawes Act was enacted in 1887. What this did was it took once tribally-owned land and fractioned it off to the Native Americans. Families received about 80 to 160 acres while unmarried adults received about 40 to 80 acres. The rest of the land that had not been allotted was opened to railroad development and settlers not of Native American descent.  [24]   The Dawes Act was enacted so as to better assimilate the Indians into American society which meant getting them to learn how to farm and eventually support themselves. Though it seemed like this act had good intentions, the biggest reason it was enacted was unspoken, but the most important at the time. The dividing of land was to break up the Native Americans sense of culture and unity. Along with this negative aspect was the fact that the land allotted to them was not sufficient for living off of.  [25]   Though this was obvious, in 1906 the Burk Act was passed which meant that all allot tees were deemed competent and capable and could be taxed. If they were determined incompetent by the Secretary of the Interior the land could be taken away and leased by the federal government. In total, the Dawes Act was manipulated and executed in a way that negatively affected the Native Americans, robbing them of their land and resources.  [26]   The Indian Citizenship Act of 1924 (The Snyder Act) Life was a bit easier for Native Americans if they had status as an American citizen. They could acquire citizenship if a woman married a white man, through military service, if they had allotments, or through special treaties.  [27]  This was unfair because they had to go through special and unusual processes to even be considered citizens of the county they lived in while any white man had full American citizenship the day they were born. People realized this fact and in 1924, the Indian Citizenship Act (also called the Snyder Act) came along. It was proposed by Representative Homer P. Snyder of New York and was signed into enactment by President Calvin Coolidge on June 2.  [28]   The biggest reason though for this enactment was to, once again, better assimilate the Native Americans into American society. They had already proven themselves possible good members of society by being part of the military during World War I. This act did not include citizens born before the enactment date but did include all Native Americans that were born after.  [29]   Native Americans in WWII Once World War II broke out, the Native Americans joined in just as they had during World War I. This earned them more respect than they had had before. Because they had always had the image of the mighty and brave Indian warrior, non-Native Americans often called their Indian comrades chief which could have been seen as a token of respect.  [30]  The movement of the Native Americans to go to war was the largest scale exodus since the Indian Removal Act during the 1800s. The war had a huge impact on the Native Americans and their lives back home. Seeing the outside world change their perspective on life. Also, they were able to find well-paying work because of the wartime labor shortages because of the men away at war.  [31]   What also brought added respect and boosted the reputations of the Native Americans was that the military used Navajo code talkers to communicate secret information in the Pacific. This code was never decoded by the Japanese.  [32]   Further Racism and Discrimination Though Native Americans had moved further up in status over time, it was not by much, Native Americans were still highly discriminated against and were not seen as equals in American society. Because of this, the American Indian Movement (AIM) was formed and was very much active during the 1960s and 1970s.  [33]  They worked to better the quality of Native American life and men and women leaders became powerful in doing so. One leader was a woman named Anna Mae Pictou Aquash. She put her own beliefs and demands for equality before her own safety. Because of this she was often involved in plots which led to her being in and out of jail. One plot, though, led to her being in much more serious trouble then her usual short jail sentence. She had been arrested in South Dakota for being an FBI killer. Two agents had been killed by members of AIM and because Aquash was a prominent leader, it seemed likely by the police for her to be somehow involved and deserved to be under suspicion. She was released on bail. Aquash was caught in Oregon and fled once again, fearing for her own life and safety. Sadly, she was found dead in 1976 on a Lakota ranch. She was not identifiable by police so her hands were cut from her body to possibly identify her.  [34]   The death of Aquash made Native Americans even more aware of their status in American society because she had only stood up for her beliefs, and she had been killed for it. Her people later found a bullet hole in the back of her head and found it suspicious that the police had cut off her hands to identify the body which they saw as being unnecessary and a sign that they may have been covering up Aquashs murder.  [35]   Indian Reservations Today Though the Indian Reservations were created so long ago, the quality of life has barely changed. It is extremely poor. So poor, in fact, that they are likened to developing countries.  [36]  60% of children are born out of wedlock and Native Americans are the third highest group in the country for teenage pregnancy. The suicide rate of Native American teenagers is three times that of the rest of America.  [37]   Alcoholism is a big problem of reservations. Native Americans are four times more likely to die of alcoholism and 17 times more likely to die in an accident involving alcohol. In addition to this, they are twice as likely to be involved in an arrest concerning alcohol.  [38]   One of the worst reservations is the Pine Ridge Reservation in South Dakota. It is one of the poorest in the nation. The unemployment rate is 35% to 45% and homelessness is 30%. The average income for those living on this reservation is $6100 a year.  [39]   Because of these terrible statistics, the reservations in the nation have the right to run casinos to bring in revenue through attracted tourists. They were given this right in the 1987 case, California v. Cabazon Band of Mission Indians. In the Indian Gaming Regulatory Act of 1988, their right was formally recognized.  [40]   Conclusion The Native Americans of the Americas have been through so much since the colonization that began hundreds of years ago. The treatment of them has been cruel and inhumane in all regards. Luckily, some acts have been taken to fix the problems these people face everyday. Hopefully in the future, they will have a better life for themselves and will experience less racism and poverty. With the help of the rest of American society, this is 100% possible.

Free College Essays - Chaos in The Sound and the Fury :: Sound and the Fury Essays

The Sound and the Fury - Chaos A key theme in William Faulkner’s novel The Sound and the Fury is the deterioration of the Compson family. May Brown focuses on this theme and explains that Quentin is the best character to relate the story of a family torn apart by† helplessness, perversion, and selfishness.† In his section, there is a paradoxical mixture of order and chaos which portrays the crumbling world that is the core of this novel. The most important element in Quentin’s section is his obsession with time. To Quentin. time is torturous and destructive. He blames time for his loss of Caddy to sin and hence for his own suffering. Quentin becomes obsessed with avoiding time and attempts to avoid all implements which tell time. When he realizes that he has about as much chance of escaping time as stopping Caddy from losing her virginity, he tries to defeat time by destroying himself Therefore, at the end of his section, he commits suicide. Another significant element to look at in Quentin’s section is his imagery. For one, â€Å"the mirror† constantly creeps up in Quentin’s mind and is a symbol of Quentin’s inability to look at Caddy’s marriage directly. Moreover, Quentin always sees Caddy as â€Å" confined â€Å"in the mirror because this is his illusion of her childhood purity. He cannot accept that she has crossed the threshold into maturity. Doors are another important image in Quentin’s section. They portray Caddy’s actual entry into the world of maturity - a notion which Quentin refuses to accept. Water, as well, is alluded to often. It represents Quentin’s understanding of the knowledge of good and evil which he constantly tries to deny and his obsessions with sex and mortality. It is in water that Quentin finally decides to take his own life. Throughout Quentin’s section there are a number of grammatical errors, unfinished sentences, fragmented thoughts, and repeated phrases. These intentional â€Å"mistakes† are an essential part of Quentin’s narrative. They help depict Quentin’s madness and the confused state which he is in on the day of his suicide. We see from his thoughts and memories that he has become just as cynical and fatalistic as his alcoholic father who says, no battle is ever won.

Fall in and Who’s for the game? Essay -- English Literature

Fall in and Who’s for the game? These two examples of poems are typical of the war propaganda of the period, they are propaganda posters to make normal people get up, tell their friends and to join the army, navy or RAF. They try to embarrass people who like to be masculine and question their masculinity; this makes them prove to people that they are a man so they go to fight in the war. The poem teases unmasculine men and tries to make them feel bad for not going to fight. Harold Begbie exclaims that all the MEN who fight in the war will be praised in the street, women will love them (which is not true if they are severely handicapped), everyone will ignore you if you don’t go and everyone who does will be heroes. Men hate getting ignored by women therefore they will want to join up Jessie Pope’s idea of a game makes the reader feel as if war is a football ball match or a great sporting event. Going with the LADS makes it feel like there is comradery and a good time to be had with cool people, there’s no mention of any death, killing people, blood or any oth...

Essay --

In today’s society, no individual is free from discrimination. Discrimination can be defined as looking down on an individual or group because of sex, race, nationality or certain personality characters. Race, gender, disability, sex, age, religion, national origin, color, and marital status are the main features work place discrimination. It can also happen with regards to the terms and conditions of work for example salary, work hours, paid leave, promotions, work security and industrial health and safety. Workplace discrimination can be seen in all ranks of job and is it extremely expensive to businesses. Most corporations do not support this act because it is considered to be damaging and promotes disparities. According to (craig 2007), billions of dollars goes wasted annually because of work place discrimination or harassment. Work place discrimination can happen based on some features which are fairly different from workers performance. The damaging effect of this conduc t can be high as it decreases job performance, productivity and exposes the organization to costly lawsuit. However, businesses that places more importance on equal opportunities in the work place are tactically competitive than those that are discriminative. According (Craig, R 2007), businesses that are said to be discriminative are in a competitive disadvantages because discrimination disregard all eligible workers who are skillful of contributing to the overall purpose of the business. Appropriate ethics policies related to nondiscrimination issues There are a large number of well-established policies associated to work place discrimination. These policies prohibit any form of discriminatory practices. Businesses are obliged to obey where policies against... ...resented. Implementation steps for these policies All corporations requesting to build a workplace atmosphere in which discriminatory conduct are not accepted can take several steps towards the reaching of this objective. Policies of all organisations should clearly stipulate rules against all forms of discrimination. Equal opportunity statement must be clearly stated and should protect any employee who raises concerns of discrimination. The prevention of discrimination conduct must be part of the service contract of all workers. The prevention of discrimination conduct must be incorporated in the service agreement. Corporations must educate its employees on the importance of all forms of discrimination and frequently prompt them about the consequences of it. There should also be numerous avenues in which complaints about discrimination can be addressed or handled.

A Game of Thrones Chapter Ten

Jon Jon climbed the steps slowly, trying not to think that this might be the last time ever. Ghost padded silently beside him. Outside, snow swirled through the castle gates, and the yard was all noise and chaos, but inside the thick stone walls it was still warm and quiet. Too quiet for Jon's liking. He reached the landing and stood for a long moment, afraid. Ghost nuzzled at his hand. He took courage from that. He straightened, and entered the room. Lady Stark was there beside his bed. She had been there, day and night, for close on a fortnight. Not for a moment had she left Bran's side. She had her meals brought to her there, and chamber pots as well, and a small hard bed to sleep on, though it was said she had scarcely slept at all. She fed him herself, the honey and water and herb mixture that sustained life. Not once did she leave the room. So Jon had stayed away. But now there was no more time. He stood in the door for a moment, afraid to speak, afraid to come closer. The window was open. Below, a wolf howled. Ghost heard and lifted his head. Lady Stark looked over. For a moment she did not seem to recognize him. Finally she blinked. â€Å"What are you doing here?† she asked in a voice strangely flat and emotionless. â€Å"I came to see Bran,† Jon said. â€Å"To say good-bye.† Her face did not change. Her long auburn hair was dull and tangled. She looked as though she had aged twenty years. â€Å"You've said it. Now go away.† Part of him wanted only to flee, but he knew that if he did he might never see Bran again. He took a nervous step into the room. â€Å"Please,† he said. Something cold moved in her eyes. â€Å"I told you to leave,† she said. â€Å"We don't want you here.† Once that would have sent him running. Once that might even have made him cry. Now it only made him angry. He would be a Sworn Brother of the Night's Watch soon, and face worse dangers than Catelyn Tully Stark. â€Å"He's my brother,† he said. â€Å"Shall I call the guards?† â€Å"Call them,† Jon said, defiant. â€Å"You can't stop me from seeing him.† He crossed the room, keeping the bed between them, and looked down on Bran where he lay. She was holding one of his hands. It looked like a claw. This was not the Bran he remembered. The flesh had all gone from him. His skin stretched tight over bones like sticks. Under the blanket, his legs bent in ways that made Jon sick. His eyes were sunken deep into black pits; open, but they saw nothing. The fall had shrunken him somehow. He looked half a leaf, as if the first strong wind would carry him off to his grave. Yet under the frail cage of those shattered ribs, his chest rose and fell with each shallow breath. â€Å"Bran,† he said, â€Å"I'm sorry I didn't come before. I was afraid.† He could feel the tears rolling down his cheeks. Jon no longer cared. â€Å"Don't die, Bran. Please. We're all waiting for you to wake up. Me and Robb and the girls, everyone . . . â€Å" Lady Stark was watching. She had not raised a cry. Jon took that for acceptance. Outside the window, the direwolf howled again. The wolf that Bran had not had time to name. â€Å"I have to go now,† Jon said. â€Å"Uncle Benjen is waiting. I'm to go north to the Wall. We have to leave today, before the snows come.† He remembered how excited Bran had been at the prospect of the journey. It was more than he could bear, the thought of leaving him behind like this. Jon brushed away his tears, leaned over, and kissed his brother lightly on the lips. â€Å"I wanted him to stay here with me,† Lady Stark said softly. Jon watched her, wary. She was not even looking at him. She was talking to him, but for a part of her, it was as though he were not even in the room. â€Å"I prayed for it,† she said dully. â€Å"He was my special boy. I went to the sept and prayed seven times to the seven faces of god that Ned would change his mind and leave him here with me. Sometimes prayers are answered.† Jon did not know what to say. â€Å"It wasn't your fault,† he managed after an awkward silence. Her eyes found him. They were full of poison. â€Å"I need none of your absolution, bastard.† Jon lowered his eyes. She was cradling one of Bran's hands. He took the other, squeezed it. Fingers like the bones of birds. â€Å"Good-bye,† he said. He was at the door when she called out to him. â€Å"Jon,† she said. He should have kept going, but she had never called him by his name before. He turned to find her looking at his face, as if she were seeing it for the first time. â€Å"Yes?† he said. â€Å"It should have been you,† she told him. Then she turned back to Bran and began to weep, her whole body shaking with the sobs. Jon had never seen her cry before. It was a long walk down to the yard. Outside, everything was noise and confusion. Wagons were being loaded, men were shouting, horses were being harnessed and saddled and led from the stables. A light snow had begun to fall, and everyone was in an uproar to be off. Robb was in the middle of it, shouting commands with the best of them. He seemed to have grown of late, as if Bran's fall and his mother's collapse had somehow made him stronger. Grey Wind was at his side. â€Å"Uncle Benjen is looking for you,† he told Jon. â€Å"He wanted to be gone an hour ago.† â€Å"I know,† Jon said. â€Å"Soon.† He looked around at all the noise and confusion. â€Å"Leaving is harder than I thought.† â€Å"For me too,† Robb said. He had snow in his hair, melting from the heat of his body. â€Å"Did you see him?† Jon nodded, not trusting himself to speak. â€Å"He's not going to die,† Robb said. â€Å"I know it.† â€Å"You Starks are hard to kill,† Jon agreed. His voice was flat and tired. The visit had taken all the strength from him. Robb knew something was wrong. â€Å"My mother . . . â€Å" â€Å"She was . . . very kind,† Jon told him. Robb looked relieved. â€Å"Good.† He smiled. â€Å"The next time I see you, you'll be all in black.† Jon forced himself to smile back. â€Å"It was always my color. How long do you think it will be?† â€Å"Soon enough,† Robb promised. He pulled Jon to him and embraced him fiercely. â€Å"Farewell, Snow.† Jon hugged him back. â€Å"And you, Stark. Take care of Bran.† â€Å"I will.† They broke apart and looked at each other awkwardly. â€Å"Uncle Benjen said to send you to the stables if I saw you,† Robb finally said. â€Å"I have one more farewell to make,† Jon told him. â€Å"Then I haven't seen you,† Robb replied. Jon left him standing there in the snow, surrounded by wagons and wolves and horses. It was a short walk to the armory. He picked up his package and took the covered bridge across to the Keep. Arya was in her room, packing a polished ironwood chest that was bigger than she was. Nymeria was helping. Arya would only have to point, and the wolf would bound across the room, snatch up some wisp of silk in her jaws, and fetch it back. But when she smelled Ghost, she sat down on her haunches and yelped at them. Arya glanced behind her, saw Jon, and jumped to her feet. She threw her skinny arms tight around his neck. â€Å"I was afraid you were gone,† she said, her breath catching in her throat. â€Å"They wouldn't let me out to say good-bye.† â€Å"What did you do now?† Jon was amused. Arya disentangled herself from him and made a face. â€Å"Nothing. I was all packed and everything.† She gestured at the huge chest, no more than a third full, and at the clothes that were scattered all over the room. â€Å"Septa Mordane says I have to do it all over. My things weren't properly folded, she says. A proper southron lady doesn't just throw her clothes inside her chest like old rags, she says.† â€Å"Is that what you did, little sister?† â€Å"Well, they're going to get all messed up anyway,† she said. â€Å"Who cares how they're folded?† â€Å"Septa Mordane,† Jon told her. â€Å"I don't think she'd like Nymeria helping, either.† The she-wolf regarded him silently with her dark golden eyes. â€Å"It's just as well. I have something for you to take with you, and it has to be packed very carefully.† Her face lit up. â€Å"A present?† â€Å"You could call it that. Close the door.† Wary but excited, Arya checked the hall. â€Å"Nymeria, here. Guard.† She left the wolf out there to warn of intruders and closed the door. By then Jon had pulled off the rags he'd wrapped it in. He held it out to her. Arya's eyes went wide. Dark eyes, like his. â€Å"A sword,† she said in a small, hushed breath. The scabbard was soft grey leather, supple as sin. Jon drew out the blade slowly, so she could see the deep blue sheen of the steel. â€Å"This is no toy,† he told her. â€Å"Be careful you don't cut yourself. The edges are sharp enough to shave with.† â€Å"Girls don't shave,† Arya said. â€Å"Maybe they should. Have you ever seen the septa's legs?† She giggled at him. â€Å"It's so skinny.† â€Å"So are you,† Jon told her. â€Å"I had Mikken make this special. The bravos use swords like this in Pentos and Myr and the other Free Cities. It won't hack a man's head off, but it can poke him full of holes if you're fast enough.† â€Å"I can be fast,† Arya said. â€Å"You'll have to work at it every day.† He put the sword in her hands, showed her how to hold it, and stepped back. â€Å"How does it feel? Do you like the balance?† â€Å"I think so,† Arya said. â€Å"First lesson,† Jon said. â€Å"Stick them with the pointy end.† Arya gave him a whap on the arm with the flat of her blade. The blow stung, but Jon found himself grinning like an idiot. â€Å"I know which end to use,† Arya said. A doubtful look crossed her face. â€Å"Septa Mordane will take it away from me.† â€Å"Not if she doesn't know you have it,† Jon said. â€Å"Who will I practice with?† â€Å"You'll find someone,† Jon promised her. â€Å"King's Landing is a true city, a thousand times the size of Winterfell. Until you find a partner, watch how they fight in the yard. Run, and ride, make yourself strong. And whatever you do . . . â€Å" Arya knew what was coming next. They said it together. † . . . don't . . . tell . . . Sansa!† Jon messed up her hair. â€Å"I will miss you, little sister.† Suddenly she looked like she was going to cry. â€Å"I wish you were coming with us.† â€Å"Different roads sometimes lead to the same castle. Who knows?† He was feeling better now. He was not going to let himself be sad. â€Å"I better go. I'll spend my first year on the Wall emptying chamber pots if I keep Uncle Ben waiting any longer.† Arya ran to him for a last hug. â€Å"Put down the sword first,† Jon warned her, laughing. She set it aside almost shyly and showered him with kisses. When he turned back at the door, she was holding it again, trying it for balance. â€Å"I almost forgot,† he told her. â€Å"All the best swords have names.† â€Å"Like Ice,† she said. She looked at the blade in her hand. â€Å"Does this have a name? Oh, tell me.† â€Å"Can't you guess?† Jon teased. â€Å"Your very favorite thing.† Arya seemed puzzled at first. Then it came to her. She was that quick. They said it together: â€Å"Needle!† The memory of her laughter warmed him on the long ride north.

Stage Fright

Miguel Barvosa-Martinez ENGL 1301-192 Mooney Essay 2 last-place 2/22/13 branch Fright I inhabit, first hand, that organism onstage about to perform in front of a big consultation is not as many expect. I started doing stand-up comedy over devil years ago. The first time always being on stage, I matte nervous. I felt up jittery my fingers were shaking, simply it wasnt as bad as having my dust paralyzed from nervosity. Fear can produce your body some unexpected responses. I had those scarceterflies in my stomach, bid I was weightless, as if I were floating.After my first leaven I discovered stage consternation wasnt a problem. I learned that stage fright will come with unpreparedness, and the lack of repetition. The endless I prepared and the more than(prenominal) I practiced my material the better I was off with a successful show. For me to know and be comfortable with my material, I would go over it repeatedly, as if I were at the gym doing sets on the bench press. The more prepared I got myself, the more cocksure I felt. Performing my skit with my friends sitting in front of me as if they are the satisfying audience helped my preparedness.Others listening to my material gave me a better feel for my jokes. I would postulate a list, the bad jokes I would continue out the good ones I would circle. I would ask my friends for feedback, I used it as a way to prepare for the really audiences reaction. My ways of preparing for the event were time consuming. The accompaniment that my performance brought a lot of jests to the audience, I felt like i was resistive to nervosity. Additionally, possess tells me that I need to leave alone myself time to gain confidence. I worked on my material, preparing for a long time, for a show that was months away.Its a long and frustrating process, but in the end I felt proud of myself. The confidence I felt when I first went up on stage was impressive. I felt powerful, like a star, making the audience laug h with well-revised and practiced material. Conclusively, preparation is key, as is practice. The more prepared I was, the more positive , and the more guided I was with the show. Stage fright is something that can encounter to just about anyone, but from my experience it can be dodged. Just prepare, and practice.