BMW

In the BMW's future strategy, it strongly focus on expand of the potential market. For example, China and Russia. In terms of brand promotion, BMW Group, will seize the opportunity, and vigorously advise and expand public awareness network. At the same time, BMW also advertise their ambitions and sense of responsibility to society. In the automotive manufacturing area, BMW Group proposed to advertise new product concepts and environmental protection. BMW believes that with further development of the industrial era, the traditional energy sources will become a bottleneck restricting the development of society, as with the development of traditional energy sources will gradually disappear. All of these above are only general publicity, from the details; BMW also has many methods of influence to advertise the brand promotion. In the past, BMW through the sponsorship of 007 series of films to lead more people know about BMW. Nowadays, Now, BMW further into the ranks of social charity and welfare to go. I believe that in the future, more new ways to promote the brand BMW will also be generated in the process. From BMW’s advertising trends, while BMW focus on its own personality and the brand image. BMW also changed their advertising strategies, slowly trying to go into the market culture. For example, in China, BMW will be promoting the brand through the action to protect the local cultural heritage. In short, any successful brand or product can not be divorced from the success of advertising and publicity. BMW case, other brands also do so.

Modern Family Essay

In ‘Modern Family’s’ episode 15 of season 1 a number of societal norms are addressed, some of which challenged others reinforced. Norms such as the ones relating to gay couples with children, typical teenagers, and extended families, in other words the rich older man with the young â€Å"hot† wife and step kid. Modern Family as by its name offers us a more modern view of family in today’s society. The premise of Modern Family is a mock documentary-style sitcom fabricated around three very different families that all share kinship: a gay couple, who’ve just adopted a baby daughter from Vietnam; a husband and wife with three kids; and a May-December marriage between an older man and a woman who has a son from a prior marriage. This particular episode is based around Valentine ’s Day and follows three different stories of Jay and Gloria, Cam and Mitchel, and of course, Phil and Claire. Claire and Phil plan a Valentine’s Day excursion which leads them to role playing at a hotel, while Jay and takes Gloria to a David Brenner show where Jay gets picked on for being an older husband and is mistaken for Gloria’s father, and oh yeah! He also bought her diamond earrings with this fat wallet. Cam and Mitchel however decide to say at home since Mitchel has had a long day at work but the two of them are able to help out a much desperate Manny (Gloria’s kid) with a crush of his own. One of society’s biggest norms is the conflict of marriage and the age at which one is expected to be married and his/her partners age. As shown in Modern Family Jay is significantly older than Gloria who is your typical trophy wife. The show clearly challenges the accepted norm of marriage and how we as a society have come to accept the so called ‘limitations’, (i. e. age), of marriage. Episode 15 illustrates in a scene where Jay takes Gloria to a comedy show featuring David Brenner (who is from Jay’s generation) for Valentine’s Day, however she wants to go salsa dancing. Once there David Brenner mistakes Jay for Gloria’s father and pick on him for being an older husband. The show clearly challenges the accepted norm of a traditional family/marriage and displays the May-December marriage as an accepted view of the modern family. It also shows how Jay is not the ‘classic husband’ due to his age difference. As this norm is being presented, the same norm is being challenged in a different way. Earlier in the episode Jays is shown to give Gloria a diamond earring which demonstrations that Jay is a typical husband, one who is expected to buy his wife diamonds earrings, necklaces, etc. Through this example, Jay demonstrates the traits that are exhibited in the ‘classic husband’. In today’s society the issue of gay marriage is a delicate one, where gay marriage is becoming more and more accepted in society but is still illegal in some states of the U. S. An even bigger issue lies with same-sex couples adopting babies, which is clearly not yet fully accepted by society and is not an image that forms when a picture of a typical family is cast. These norms are tested when the show follows the story of Cam and Mitchel (Jays Son) on Valentine’s Day. Cam and Mitchel are a gay married couple, who decide to stay at home for Valentine’s Day. In Modern Family, Mitchel is not shows as a typical gay man instead he’s busy with his work and wearing shirts without any flowers or patterns, does not act like the norm gay man. While Cam on the other hand is a very prototypical gay man, always wearing colorful shirts with patterns, dressing up Lilly (Cam/Mitchel adopted daughter) in costumes for Valentine’s Day. These two characters are quite unlike one another where one reinforces the typical gay man, the other see to challenge the typical gay man. The couple also has an adopted Vietnamese daughter, again challenging the norm in society of a traditional family. Cam and Mitchel while staying at home agree to babysit Manny who is upset over a girl who he has written a poem to, hoping it would impress her. Manny, unlike other kids who hang-out with their friends and ride their bikes, writes poems and is not the least bit self-conscious. He is very mature and intuitive for his age and is often shown doing adult-like things, such as writing poems, challenging the norm of a usual 13 year old kid. Fathers in past years have been considered to be stricter on their kids, teaching them discipline and to focus on school. Phil however does not follow that same norm, instead he try’s very hard even in fact goes out of his way to be a â€Å"funny† dad/husband. Challenging the societal norm of what is known as a typical father. Claire conversely is a very common stay at home, minivan driving house wife who looks after the kids. She reinforced the utmost ideological norms of what a middle class house wife should be like. Talking care of the kids and being a loving mother. Claire and Phil like a normal couple exchange only cards and go to a restaurant on Valentine’s Day which is what they’ve been doing for years. However this all changes when the couple decides to go role playing at a hotel. The two meet at the hotel bar and he â€Å"picks her up†, she then goes to the bathroom and comes back wearing her coat with no clothes underneath. As they prepare to go upstairs she gets her coat stuck in the escalator, which she cannot take off. The circumstances turn worse when they begin running into different acquaintances from work and school, all of whom recommend that she take the coat off. These sequences of event illustrate how much distinct Clair and Phil are from a classical couple, challenging the norm of the traditional couple. The norm for a 13 year old boy is quite simple, a goofy, mischievous, and fun-loving boy who is not very bright. This norm is supported in Modern Family through Luke (Clair’s son). As the episode begins Phil and Luke come running into the house laughing over something they call a water weasel, a water pipe attached to a nerf ball. Luke is the standard of a typical 13 year old. Phil however is not 13 yet acts like one at times, further challenging his norm of a typical â€Å"Dad†. The norm for the young teenage daughter has changed completely over the past decades, now the norm for a teenage girl is almost expected her to be rebellious, wild and care free. A norm which Haley (Clair’s daughter) most definitely reinforces. As illustrated in this episode Haley’s boyfriend Dylan give Haley a picture portrait of Haley and himself half-naked in bed, which of course terrifies her mom and she takes it away. Haley patently reinforces the norm of a typical modern day teenager. In conclusion, the norms presented in Modern Family are mostly challenged to that of a typical nuclear family as an ideal, but yet in some instances as in the case of Haley and Claire the norms of the young teenage daughter and the stay at home house wife are confirmed. The show does need a balance of both, to reinforce norms and challenge them to become a successful comedy. Most of the norms that are challenged are all done in a fun-making manner. The show for the most part encourages the viewer to work for or at least echo on the need for change in society. The episode mostly challenges thoughts of consumption and view’s the show’s audience as citizens not consumerist. Modern Family without a doubt offers us a look into what in today’s society is viewed as a â€Å"Modern family†.

My HR Plan Assignment Example | Topics and Well Written Essays - 2250 words

My HR Plan - Assignment Example The compensation package of the company is fit to motivate the employees. The training program of the company is appropriate for training the new employees. The new employees of the company will be provided training so that they can understand the job requirements correct and act accordingly. Table of Contents Overview 4 Recruitment and Selection 8 Compensation and Benefits 9 Performance Management 10 Training Program 10 Ways of Training 11 12 Overview An HR plan is a systematic process of matching the interest of the employees with their talents and skills so that the long term goals of the organization can be met. An HR plan is critical for setting up a strategic plan of an organization as it will help to determine whether the organization will be able to achieve the goals in the future. This HR plan is a comprehensive plan which would help the organization to achieve its goals. The leadership of an organization must be able to successfully guide the employees in achieving the goal s. The HR manager must prepare an appropriate plan which would help the organization to achieve its goal (Asdorian, 1992). Therefore before setting up the HR plan the company needs to decide on type of plan it wants. There are three different types of plan, company level plan, developmental level plan and job level plan. The plan can be on national level, sartorial level and industrial level. These plans deal with the responsibilities of the human resource department in the respect of manpower planning are:- a) Assist the operating mangers to set objectives so that they can direct the employees properly. b) Collect the manpower data and then summarize it for preparation of a long term HR plan. c) Monitor the performance of the employees and see whether it is according to the HR plan. d) Provide research information for effective manpower planning. The basic objective of an HR manager is to ensure that the employees are able to maintain their lifestyles. The elements that should be k ept in mind while preparing the HR policy must include appropriate monetary allowance, housing allowance, education costs of the dependent and transportation allowance. Now in the context of the company Skypack Ltd which is an audio set manufacturing company based in USA has been chosen. The company is presently headquartered at New York. The company was established in the year 2000 by J. K. Packman. The company is indulged in the manufacturing and marketing of audio devices. However there are a many variants for the product. It mainly offers 4 categories 2.1 channels, 4.1 channel, 5.1 channel and large boxes of 10000 watt sound systems. Presently the company operates only within the US market and owns 35 exclusive retail outlets. However the company also proposes to expand into the international arena. The major competitors of the company are Altec lancing, Boss, Creative, Alesis, JBL and other local palyers. Within 10 years of its incorporation the company has been able to achieve a respectable position in the market. Currently the company holds 22% of the market share in context with audio devices. The company has also developed a core competency for itself in the form of wireless devices. All the audio sets of the company are wireless. Also the qualities of the products are according to the international standards. The reason behind such innovations is to remain with the current trends. In the context of work culture, the company has a

Ethical and social ethical Essay Example | Topics and Well Written Essays - 250 words

Ethical and social ethical - Essay Example eligious understanding of social justice as a current moral issue considers issues are dealing with human life that is very vital in equality, fairness and responsibility of all human beings (Mizrahi & Larry, P 44). For instance, the Catholic Church regards social justice with respect to human life through the maintenance of dignity and respect. In contrast, Hinduism considers social justice in equality terms to all human beings. The fundament concepts or issues social justice and ethics has continuously developed as a result of the change in the human development and technology revolution affects the nature of human interaction with his environment. For instance, rapid technology advancement in genetics, communication and the nature of wars, climatic changes, and other issues has diversely changed the social role and responsibilities. The family as well as the individual in social and moral manner is expected to conduct itself in a manner that fit the ethical principles (Mizrahi & Larry, P 43). The autonomy respect would require people to live and act in their freedom that benefit others and act in a way that is just and faithful. Conversely, religious and social ethic as an emerging issue will shape the society behavior in which human issues are solved or dealt with in acceptable and ethical manner. For example, in an ethical objectivism approach, the society or individuals would be forced to believe the outside existence of social and religious ethics that requires people to practice goodness, righteousness and with justice. From a different perspective, religious and social subjectivist would expect all human beings to exercise standards within the inner reality of thoughts and mind that is distributive or correctively expresses equality, justice and in a transformed judgment (Mizrahi & Larry, P

Difference between Real and Artifial in the Age of Digital Technology Essay

Difference between Real and Artifial in the Age of Digital Technology - Essay Example Digital technologies refer to accessing any information, anywhere, anytime through a digital device. It also allows interacting by sharing comments, feedbacks, live chats etc. furthermore, the digital media is very close to the forms of art and science. The technology, equipment and gears used are the scientific postmodern advancements that have been made and which greatly allow the digital media to take over. However, art also has a close link with the digital media which has influenced the media world (Angela, p251). Although arts is something which is created, innovated and formed by the imaginations of an artist, the meaning can be taken in another way which is the transformation and artificiality of the real picture. The digital media is not only influencing the scientific world, but it is also changing the role of an artist. An artist is meant to use his imaginations to produce creativity, but today the digital world has lead an artist to work on the transformations of reality to artificiality. Digital technologies have enabled powerful forms of artistic creation, simulation and special effects but there are already questions that artists have begun to ask. One of the question is that is the use of digital media a threat to the original innovation and imagination of an artist. A piece of art tends to show the imaginations of an artist conceiving the 3D world around us, however when it comes to digital technologies, science believes that there is more than just the 3D world. Thus, they call it ‘technoetics’. They use this word because they believe in recognizing the technology with the wide imaginations of an artist. They believe that the consciousness can be well represented through the digital technologies as the visualization is immense. The best example which can be seen around is the use of digitalization in images. It involves the use of new artistic creations, simulations and special effects that are done by the use of graphics in digit al technology. There is an original art in the visualization of reality into a painting, sculpture, drawing or photograph. A photograph captures reality and every photograph shows a new piece of art to the people. However, the use of digital media on such a photograph can change the view of the picture from being realistic to fiction (Monahan, p15). An image, despite being taken originally has to go through digitalization in this modern era. This includes alterations made on these images; transformations, editing and renovations. A graphic designer would hold the job to modify a real picture through the many tools available. The detailing and working on a picture would lead it to have special effects that would make it evident that the picture has been simulated. This way a picture loses its natural look and the originality that shows the vision of the artist. The original handmade work of an artist is the real form of artistic creation. Though digital graphics is also a type of art s which is greatly used in the modern era in place of handmade art works, it includes the use of graphic plates and digital pens. It is a form of art which allows an artist to express his views on a digital medium rather than a paper or canvas. This is the artificial form of artistic creation, not because of the difference in ideology, but because of the mediums of technology used in both these types. A practical example

Modern Methods of Construction in Housing Dissertation

Modern Methods of Construction in Housing - Dissertation Example After the World War I and II, the demand of prefabricated housing came to its peak. Moreover, in 1960s this demand also got speedy turn during the time period of the clearance process of slum areas. In 20th century, about one million prefabricated houses were constructed. However, many among these were designed as temporary. There were many drawbacks in these houses and they did not receive positive feedback and attitudes from people. Initially, issues arose over the quality of material used in building process. Beside those, the workmanship was also very poor. However, these houses have continued to be used in UK for hotels, hospitals and schools as well as for residence and housing purposes in many other countries. As far as modern methods of construction MMC is related, it is quite a new term that reflects technical and scientific improvements regarding prefabrication. This method of construction includes a wide range of methods that are used on and off sites time to time. Modern methods of construction in housing focus on the modern and innovative methods, building products and construction systems. This modern and more advanced methodology are incorporated in construction process through various techniques. For example, steel framing, timber framing, insulated concrete forms, structured insulated panel system, decent and affordable housing, sustainable buildings and drainage system in urban areas etc. The basic objectives behind modern method of construction involve the promotion of better quality designs. ... Moreover, in 1960s this demand also got speedy turn during the time period of the clearance process of slum areas. In 20th century, about one million prefabricated houses were constructed. However, many among these were designed as temporary. There were many drawbacks in these houses and they did not receive positive feedback and attitudes from people. Initially, issues arose over the quality of material used in building process. Beside those, the workmanship was also very poor. However, these houses have continued to be used in UK for hotels, hospitals and schools as well as for residence and housing purposes in many other countries. As far as modern methods of construction MMC is related, it is quite a new term that reflects technical and scientific improvements regarding prefabrication. This method of construction includes a wide range of methods that are used on and off sites time to time. Modern methods of construction in housing focus on the modern and innovative methods, build ing products and construction systems. This modern and more advanced methodology is incorporated in construction process through various techniques. For example, steel framing, timber framing, insulated concrete forms, structured insulated panel system, decent and affordable housing, sustainable buildings and drainage system in urban areas etc. The basic objectives behind modern method of construction involve the promotion of better quality designs and innovative products and ideas within construction process. However, it is a long process that involves the relation and coordination of various activities. Various research and testing organizations, all over the world, are working in this regard. Their approvals connect

National Training Awards Essay Example | Topics and Well Written Essays - 1500 words

National Training Awards - Essay Example Managers across the world are investing heavily on employee training so that they can help them pursue their roles more efficiently. For maximum productivity, employees need to be trained to become self aware and on how they can work as a team. They need to be trained on how they can contribute to the overall growth of the company and on problem solving (National Training Awards 2008). It is on this premise that the National training Awards (NTAs) was established. The Department for education and Science formed the NTAs in 1987. It was given the function of rewarding organisations, businesses, and individuals who have achieved a lasting success through learning and training. The British government was very keen on encouraging employers to provide decent and effective training for their employees. The National Awards merged with investors in People Training Awards to develop a strong platform for training excellence. Currently, the awards are managed by UK skills, a totally independent body. Their concept remains the same - to reward organizational successes that have been achieved through employee development. According to National Training Awards (2008), they have short listed 223 finalists in 25 industry sectors this year alone. The winners are expected to be known by November and will be awarded some national or local training awards, depending on their outstan ding achievements, either locally or nationally. Roles of NTAs in improving employee development The NTAs has continued to play some major functions in ensuring that the country's political, social, economic, and technical environment improves through employee development. As already mentioned elsewhere, it seeks to reward businesses which have achieved admirable lasting success through offering their employees an extensive training programme. First, the NTAs chief role is to provide a methodical process by which all the training practices are reviewed and their effectiveness reviewed (What are the benefits 2008). Companies should not conduct training programmes on employees for the sake of training them. There should be set targets that training programmes must achieve for them to be seen as effective. The NTAs provide companies with objective systematic processes by which such successes can be measured and rewarded. According to Ford et al. (1997), there are basic indicators that could prove if any training programme has been effective or not. These indicators include skills assessment, trainee amplitudes, and training instructional design. Such indicators can be best reviewed by the NTAs because of its professional expertise and its objectivity. Upon reviewal, companies will always be advised on the strengths and weaknesses of their training programmes, thus giving them room for improvement. Peter Cresswell, a judge at the national panel of the NTAs and an employee of Siemens Inc. has Infact blamed improper training practices on the lack of innovation that has characterized the competition for the past few years. Organizations should always strive to know what they want to gain or achieve out of undertaking a training programm

Outcome Measures in Audiology Rehabilitation Essay - 1

Outcome Measures in Audiology Rehabilitation - Essay Example An outcome measure thus becomes the interface that lies in between goals set forth by a professional in rehabilitation and the response given by a client in a clinical procedure. Outcome measures can be put as being objective or subjective. An example of an objective outcome would be word recognition whereas self reports fall under subjective category. The choice of an outcome measure thus constitutes what a professional perceives as the goal of a particular intervention on a certain patient. Outcome measure is carried out with the intent of establishing the effects of a certain intervention on a patient (Hull, 2001). Therefore, outcome measure is basically a question of degree of clinical effectiveness. Usages of self-report measures are beneficial in that they act as facilitation to hearing aid fittings for an individual. They also can be used to assess the efficacy of fittings administered on an individual or even efficiency of an institution. Moreover, such measures remain very crucial in clinical decisions. Appreciate fundamentals  ­Ã‚ ­Ã¢Ë†â€™ these can be either practical or even technical. Practical considerations involve such things as considering the burden that comes with administering a certain measure both to the patient as well as the clinician administering it. The technical considerations involve such things as reliability, validity as well as norms attached to an outcome measure (McClimans & Browne, 2011). Succinct definition of purpose − this is to imply that a good tool must be clear as to the purpose it is designed to achieve. Such a purpose needs to be clearly and out rightly stated in the tool and not vaguely. Target population − A certain instrument should be unambiguous when it comes to a target population, and this should have certain things accompanying the selection of such a population, for instance, demographic details like age or gender. Reliability of a

Interenatinal human rights midterm essay Example | Topics and Well Written Essays - 750 words

Interenatinal human rights midterm - Essay Example The ICCPR was ratified by the General Assembly in 1966 while the optional Protocol was adopted on the same day (OHCHR). The fact that only Marigold is a member state of the International Criminal Court does not deprive it of the right to take its case to the ICC. According to Article 12 of the Rome Statute of the International Criminal Court, the ICC has territorial jurisdiction over a crime where the criminal conduct has occurred in the territory of a state which is a member of the ICC (United Nations). Therefore, if the governments of Oakland and Beechland do not cooperate in administering justice to the people, the Marigold government can take its case to the ICC. Another option that is available to Marigold is that under Article 42 of the ICCPR, any member state may request the Committee to take up the matter and constitute a commission to decide the matter. However, this request will only be accepted if the domestic alternatives according to international law have been exhausted (OHCHR). Under this Article, the Committee may set up a Commission after satisfying that all the domestic alternatives have been tried. The Commission would be constituted of five members as opposed to the seven members decided by the Arborian Commission. It would be situated at the United Nations headquarters, the UN office in Geneva, or even at The Hague if the member states, i.e. Marigold and Beechland so determine. If any step taken by the Marigold government fails to address the loss of the Arborian community, then the individuals may make a complaint to the Human Rights Committee under Article 1 of the Optional Protocol of the ICCPR (OHCHR). However, to make a valid request, it is essential that the individual should have exhausted all the domestic resources. However, Article 5 of the Optional Protocol makes a concession in the case where the provision of appropriate remedies by the State government

High school diploma Essay Example for Free

High school diploma Essay I did 4 years in Senn High School and there were a lot of problems in school. Dropping out of high school is a huge issue for many teens today. As society demands hardworking graduates with good character, the nation should require keeping teens from dropping out of school and improving student’s education for the future. There are many causes for why teenagers drop out of school. But there are few solutions for allowing them to finish high school with high diplomas. Pregnancies, drugs, gang involvement and bullying play a big role in the dropout rate. How can high schools help students to earn their high school diplomas and stop dropping out of school? Many kids attend High schools that have a different culture, or way of doing things. I will always remember my years of high school. However, I feel my high school years have been the most memorable. I strongly believe that high school is the open door, into the rest of my life. The last days of my high school career are fast approaching and I can only imagine how Ill be feeling when I step out of Senn High School for the very last time. Throughout these four years, I have felt a lot of requirements about graduating high school. I didnt think that the time to graduate would come soon enough. I came across a great interest essay that starts with the question of why smart kids are, on average, low status in the high school environment. The short answer is that being popular in that environment is a full time job, and smart kids, even if they want to be popular, want to do other things as well. The author goes on to make quite a lot of interesting, understanding, and disturbing points about how children are brought up. What bothers me is not that the kids are kept in prisons, but that they arent told about it, and the prisons are run mostly by the person who is confined in a prison. In my high school Spanish class we were supposed to speak in Spanish. I dont think any of us knew Spanish well enough to make our way through this huge book. Like the rest of the class, I just study the notes. When we were given a test on the book, I noticed that the questions sounded odd. They were full of long words that our teacher wouldnt have used. Where had these questions come from? From the notes, it turned out. The teacher was using them too and we were all just pretending.

EasyJet emarketing strategies and its implementation

EasyJet emarketing strategies and its implementation Management Summary This report undertakes a study of EasyJet e-marketing strategies and its implementation outlining its impact on EasyJet operations as a whole. EasyJet is an airline company operating in Europe with its base in UK. It was founded by Stelios Haji-Ioannou in mid 1995. EasyJets operations are paperless, with all business transactions done through the internet. EasyJet has experienced a successful online business due to its e-market strategy that aims to provide low cost no frills air transportation. Under the strong and charismatic leadership of Stellios, it has accomplished its goal by creating brand awareness, adoption of an efficiency-driven operating model and maintenance of a high level customer satisfaction. EasyJet conducted its business using telephone in order to achieve the goal of undercutting traditional carriers and increase savings by direct selling. Business was later on conducted over the internet aiming to cut down cost on it call centers, to make flying affordable and to compete even with busses by attracting people who would have otherwise not travelled by air. EasyJet is doing this by using a website which is designed with high usability and has an intuitive navigation allowing user to do booking and purchase ticket online. EasyJet also does promotion on newspaper by running internet only promotion, giving discounts to consumers who purchase online only. This mix has helped in EasyJet promotion giving impressive results by achieving tremendous sales results. The design, structure, usability and usefulness of its website have enabled EasyJet to secure leverage over its competitors. The most important fact is that EasyJet has incorporated flexibility in its e-marketing strategy enabling it to anticipate changes and further develop its strategies to counter-act accordingly. The impact of EasyJet e-market strategy is evident on the growth that EasyJet has enjoyed through the years In general the e-marketing strategy followed by EasyJet works for it. EasyJet is obviously aware of its surrounding environment, and appreciates the magnitude of closely monitoring and control of its strategy, so as to stay ahead in an environment that constantly evolves by keeping a close eye on any happening changes. Its evident that EasyJet takes few risks and applies firm business principles while carefully exploring the market. Introduction Company Background, Financial Performance and Key Services EasyJet is an airline company based in Britain with its headquarters at London Luton Airport. It operates 500 domestic and international routes between 118 countries within Europe, West Asia and North Africa carrying more passengers than any other UK based airline. Its parent company EasyJet plc is listed in London Stock Exchange. (Wikipedia, n.d). EasyJet Airline was founded in Britain by Stellios Haji-Ioannou, holder of masters degree in business and son of a Greek Cypriot shipping tycoon. He started the company with  £5 million loaned by his father after he was approached by Virgin Atlantics Greek franchisee to invest in a London-Athens route and decided to start his own airline instead. The company started with two leased airplanes operating in two routes; London Luton to Edinburgh and Glasgow respectively and later Aberdeen. Stellios was inspired by principle of price elasticity applied by Southwest Airlines based in the United States. Southwest air fares were so low that the airline attracted people who would not have otherwise traveled by air. It aimed to compete with busses as much as it did with other airline companies. In the beginning, EasyJet operated a paper airline contracting British World Airlines to fly and maintain its two 148 seats leased planes. Its base in London was at Low-rent Luton airport. After acquiring its first plane, EasyJet started competing against British Airways and KLM on the route to Amsterdam focusing on short-haul routes aiming to offer half of its competitors fare. Stellios later on capitalized on the Swiss connection buying 40% stake in a failing charter airline; TEA Switzerland. It is believed that, in the beginning EasyJet spent all its revenue on advertising, offering cheap air fares. A specific example of billboards declaring a fare of  £29 for London-Scotland route which was one-tenth the price charged by British Airways. Advertisements on TV directed customers to bypass travel agents and directly call the company reservation number which was also painted on all EasyJet planes. Direct selling was the strategy from start and later the Internet became EasyJets preferred booking media. Dress code for its employees was jeans and orange sweatshirts which reflected a casual yet fast-paced attitude. Only pilots were allowed to wear neck ties. Organization culture of EasyJet was described as brutally transparent, allowing employees in all paperless offices to share all types of information except payroll, by scanning all its documents into a computer system accessible to all employees. The company is lean on services having no in-flight catering, charging for snacks and soft drinks and having no cancellations or refunds option. The three keys to EasyJet strategy were Simplification, Frugality and Friendliness with a motto of Easy come, easy go. Some passengers were apprehensive of low-rate airlines compromising safety, EasyJet had to change tactic in advertising by explaining why it was possible to reduce fares without compromising safety. EasyJet stimulated traffic in all the markets it entered by introducing price competition to a market that was previously driven by free offers such as frequent flier miles. This enabled EasyJet to turn a profit of  £2 million in the year 1997. In 2000 fiscal year, EasyJet declared a profit of $33 million and floated a quarter of the companys stock on the London Stock Exchange with shares offered exclusively to institutional investors, raising  £190 million which was used to purchase 32 new Boeing 737 airplanes. After it merged with Go Fly in August 2002, it became one of Europes biggest and leading low cost airlines. (Business Essays, n.d) Since its establishment in mid 1990s, EasyJet has enjoyed a rapid expansion growing through a combination of mergers, acquisitions and base openings brought about by demand of low-cost air travel by consumers. It now boasts a fleet of over 180 aircrafts with 20 bases across Europe and is ranked as the second largest low-cost carrier in Europe having carried 45.2 million passengers in 2009. (Wikipedia, n.d). EasyJet has had its fare share of legal battles, the most popular one being with British Airways. It has also faced criticism in Germany for not observing the European Union law on compensation and on environmental issues due to its advertisement that EasyJet aircrafts made 22% less emission compared to its competitors. Services offered by EasyJet include real time on-line booking, telephone booking for 3 months before flight bookings, in-flight magazines containing destination guides, holiday and accommodation products, car rentals, airport parking, travel insurance and on-board sales of fragrances, cosmetics etc. Situation Analysis A business does not operate in isolation. Business reactions and decisions depend on what happens on its environment. The factors happening outside an organization are known as external factors or influences. The external factors affect main internal operations and the objectives and strategies of the organization. It is therefore important to identify factors that might in turn affect a number of vital variables that are likely to influence the organizations supply and demand levels and operation costs (Kotter Schlesinger, 1991; Johnson Scholes, 1993). The strategy of EasyJet is to offer low cost, no-frills air transportation. This strategy has enabled EasyJet to prosper. It is however, important to continually strive to satisfy customer needs and stay in a competitive position by evaluating market trends and situation. This calls up the need to do situational analysis which involves the studying of important business elements such as competitors, customers, costs, climate (external environment), collaborators and the company itself. Conducting a situational analysis for a company provides the knowledge and context for planning by describing the companys competitive position, financial and operating conditions and the general state of the companys internal and external affairs. To accomplish this methods such as SWOT and PEST are used. PEST Analysis PEST stands for Political, Economical, Social and Technological. PEST analysis is a framework used to categorize environmental issues that influences an organization Politically, Economically, Socially and Technologically. Papers4you.com (n.d) quoting Kotler (1998) and Porter (1985) states that: Kotler (1998) claims that PEST analysis is a useful strategic tool for understanding market growth or decline, business position, potential and direction for operations. The headings of PEST are a framework of reviewing a situation, and can in addition to SWOT and Porters Five Forces models, be applied by companies to review a strategic directions, including marketing proposition. The use of PEST analysis can be seen effective for business and strategic planning, market planning, business and product development and research reports. PEST also ensures that companys performance is aligned positively with the powerful forces of change that are affecting business environment (Porter, 1985). PEST is useful when a company decides to enter its business operations into new markets and new countries. The use of PEST, in this case, helps to break free of unconscious assumptions, and help to effectively adapt to the realities of the new environment. (papers4you.com, n.d) PEST analysis is therefore useful tool for understanding and determining the market growth or decline of an organization, the position as well as the potential and direction of a business. PEST analysis for EasyJet shows the following: Political The change of government or policy may influence the company profile as new regulations are introduced. EasyJet has been involved in various legal disputes a good example is when Germany criticized EasyJet for not observing the European Union law on compensation. Political changes in the countries where EasyJet has routes. EasyJet operates in different countries across Europe; changes in these countries may affect its operations. Local government councils object to noise and prohibit building of new runways. Governments wanting to promote tourism in their countries may welcome and act in the favor of EasyJet. Different taxes that are charged in different countries for fuel, landing, airport tax etc. Changes in employment laws, trade restrictions and tariffs has impacts on EasyJet business operations for example in April 2000, EasyJet had to launch a campaign to stop Barclays from increasing landing fees by 300%. Economic Economic recession where some countries economy might grow and some might collapse. Uncertainty due to the cost fluctuation of energy and fuel. Business involves having loans; change of interest rates and foreign exchange rates may affect EasyJet long term loans. There has been unrest in consumers attitude due to the September 11th attacks which caused a significant decrease in the confidence of airline travelers. Social Flying with EasyJet may attract companies with employees doing frequent business trip since EasyJet do not offer in-flight luxuries thus less cost to companies. Stability in economy and expansion of tourism means many people want to fly away for holidays. Low cost, no frills attracts wider demographic of consumers including people who would have otherwise not think of travelling by air. Outbreak of contagious diseases such as the bird flu, SARS may cause decrease of travelers. Safety measure applied while on air and on the ground conveys a positive image of the company thus many people feel safe to travel with EasyJet planes. The friendliness and efficiency of EasyJet employees make customers to always want to travel by EasyJet. The growth of population means more travelers and people in a certain life stage have more disposable income to spend. EasyJet runs an environmental friendly business; depending entirely on the internet running paperless operations which means less waste. This gives it a positive outlook from a world that is so environmental conscious. Technological The rate at which technology changes has favored EasyJet by making it possible to conduct paperless operations therefore reducing operation costs. IT technology is available in competitive price thus enabling EasyJet to design a system that can be remotely accessed by all its employees. The growth in technology also ensures the availability of spares and maintenance services to its fleet of airplanes. Technology has become cheaper; it is cost effective in the running of the company but at the same time the entries to barrier are lower for competitors to join in. SWOT Analysis SWOT is an important part of strategic planning that involves a scan of internal and external organization environment. SWOT analysis provides helpful information for fitting organizations capabilities and resources to the competitive environment it operates in. SWOT analysis is used to determine the Strengths, Weaknesses, Opportunities and Threats of an organization. Strengths EasyJet is under the strong and charismatic leadership of Stellios who possesses great entrepreneurial vision, is adaptable to change and is able to identify business opportunities EasyJet is original and has very effective promotional strategies. EasyJet is serving many of the leading city destinations across Europe and is leading as provider of low budget and no added costs air travel. It is a well known, respected and recognized as the leading brand name in travel industry in UK. Has a low running cost due to the use of internet giving its customers the benefit of paying for local calls. EasyJet is easily recognizable and distinguishable from their competitors due to the high distinctive corporate colors on all of its aircraft. EasyJet has diversified into other market such as car rental and internet cafes making life easy for their customers by being served by same company when requiring these services. Has an excellent customer service for example EasyJet offers refunds for flights that have been delayed for 4 hours or more. It operates an efficient and fast service with an average turnaround time of 30 minutes or below thus is able to maintain a hassle free and reliable service to its passengers. It has a very user friendly website showing fully the price breakdown structure for passenger planned trips. Divulging the full breakdown price plan prevents any hidden charges to customers when confirming their booking. It has a sophisticated system that offers online promotion alerts by e-mail to existing customers. Weaknesses EasyJet relies so much on computers for booking and information storage which could be risky. EasyJet flies exclusively within Europe. EasyJet does not offer free in-flight food services. The extreme competitiveness of the domestic air travel industry can restrict and shape pricing policies on some of EasyJets less profitable routes. EasyJet has to charge low rates even on these routes to compete with their competitors which are Jet, BMI Baby, Ryan Air and other smaller independent companies. Opportunities Possible opening of other routes to major cities in Europe such as from Dublin to UK and new links into business flyers to and from UK. Restructured versions of the fly on the wall documentaries would provide the EasyJet brand with more coverage and publicity. Offering free in-flight refreshments would be a bonus and would increase comfort to EasyJet customers. Threats Threat of substitution where travelers travelling as a group might choose other means to save on travelling expenses. Other airlines flying the same routes compete fiercely on price forcing pressure on margin on popular flights and time slots. External market forces such as the rise of price of oil can have major impact on running costs posing significant pressure on the profit of less popular routes and time slots. Day to day operations of EasyJet can be significantly affected by pressure from unions and employee relations committees, strikes have proved to be costly to the company and its image. Economic recession may decrease the number of casual and business travelers. E-Marketing Strategy To fully understand what e-marketing involves, it is worthwhile to revisit the original definition of marketing before it was prefixed by e. Nowsell.com, (n.d) quotes cim.co.uk definition of marketing as follows: Marketing is the management process responsible for identifying, anticipating and satisfying customer requirements profitably (nowsell.com, n.d) The definition accentuates the focus of marketing on the customer, while implying the need to link other business operations to achieve the required profitability. E-marketing is therefore defined as achieving marketing objectives through the use of electronic communication technology which includes internet, eBooks, e-mail, databases, wireless mobile phones and digital television.(nowsell.com, n.d). The internet, as noted by Smith and Chaffey (2001) can be used to support the aims mentioned in the definition i.e. identifying, anticipating and satisfying as follows: Identifying use the internet for market research to find out customer needs. Anticipating the internet provides an additional channel for customers to access information and makes purchases. Understanding this demand is basis to governing resource distribution to e-marketing. Satisfying an important success factor in e-marketing is accomplishing customer satisfaction through electronic channel by making sure that the site performs adequately and is easy to use. Planning is essential in order to succeed in e-marketing. A successful e-marketing plan relies on traditional disciplines and planning techniques that is adapted for the digital media environment and mixed with digital marketing communication techniques. SOSTAC is a generic framework used for e-marketing planning. SOSTAC stands for: S Situational analysis (where are we now) O Objectives (where do we want to go) S Strategy (how do we get there) T Tactics (the details of strategy) A Action (or implementation) C Control (evaluation, measurement) The Situational analysis above has identified the current position of EasyJet using SWOT and PEST methods. The analysis shows EasyJet holds a strong position and has gained a competitive advantage due to the use of technology internet in particular in conducting its business operations. The objective of EasyJet is to increase online revenue, minimize cost and retain their customers. EasyJet has accomplished this by creation of brand awareness, adoption of an efficiency-driven operating model and maintenance of a high level customer satisfaction. Strategy is the process of developing options to achieve a desired outcome. E-marketing strategy therefore consists of steps taken and procedure followed for marketing a brand through the website. (buzzle.com, n.d). The important aspect in any e-marketing strategy is the company website which needs to be properly formatted and designed, so as to give a good impression and attract users and thus increase sales. EasyJet uses internet to meet its objectives. EasyJet has a comprehensive website with good usability and structure that presents EasyJet services without the use of redundant graphics and advertisement which usually distracts website visitors. EasyJet went online because of the need to reduce cost. EasyJet aimed at making flying affordable and urged travelers to deal direct and cut out travel agents. An overview of EasyJet lists the following strategies: Reduction and distribution of costs by online booking. No tickets during travel, just an e-mail with the booking reference is adequate to board the plane. This reduces tasks and costs associated with issuing, distributing, processing and reconciling tickets. Paperless operations making the internet useful in other aspects of the business such as administration and management. EasyJet URL is printed alongside all its planes. The company aimed to scale down its call centers operations by selling most of the tickets online. By putting the company URL everywhere, it increased the use of the website and this helped EasyJet get more customers thus making EasyJet flights prices cheaper. EasyJet also uses the website as an aggressive tool. A good example is the competition to predict BA losses on Go enticing visitors with prizes. EasyJet also had earlier on used a TV series to promote itself in every household in the UK. The value proposition and differential advantage of this strategy can be seen on the benefits offered to customers as well as cost cutting experience by EasyJet. EasyJet operates cheaply making it possible to give its customers reliable, convenient and great value for money service. The EasyJet market mix (i.e. the 4ps: product, price, placement and promotion) can easily be evaluated at the structure of its website. EasyJet has identified its website audience as those on-line visitors living in Europe requiring cheap, comfortable and comprehensive real time travel without needing to go through travel agents. For this, EasyJet offers low cost, no frills flights and other services such as car rentals and accommodation (product) at reduced online price with no hidden-added cost (transparency) showing fully the price breakdown structure (price), that can be purchased direct (disintermediation) online without the need to go through third party travel agents (placement), letting travelers know where to buy ticket by advertising on TV, newspapers, EasyJet planes and through e-mails (promotion). The website has all the required information readily available in all dominant languages of the continent and is sectioned under different tabs of accommodation, travel insurance, car rentals, flight bookings and airport related transport to enable users to go directly to the service they require. Moderate use of text eradicates wastage of time yet communicates accurate message to website visitors to guide them through various links based on logical visitors usage. It also has enough information on each page to support the need of visitors without abstract marketing banners to distract real buyers. EasyJet website gives attention on usability and reliability of information rather than visibility and colorful display alone; it however does not lack color. Orange color has consistently been used throughout the website helping clients to easily associate the website with the airline. EasyJet maintains a website that can be considered an ideal re-intermediation where service provider is in direct contact with the consumers via an electronic medium (Internet). This reduces cost to both consumer and service provider and creates business value. (businessteacher.com, n.d) Implementation The implementation of EasyJet e-marketing strategy has been achieved on the companys website. The EasyJet website has been designed to offer high usability to visitor and is simpler to use compared to some of its competitors. It is simply designed, with an intuitive navigation allowing users to move from page to page without the need to go via home page. It has high functionality and is without excess baggage. It was created with the intention not to tire the visitor with redundant graphics and advertisements which would distract its visitors and make them walk away from the website. It employs moderate use of text eliminating time wastage while conveying accurate message to guide users through various links. Each page on the website consist enough required information without abstract marketing banners to sidetrack real buyers. For example if a user wants to book a flight, he would enter the date of travel, destination and check flight availability then move on to make booking or p urchase. How the managements creates new core and extended value for customers The purpose of setting up an on-line business is to ensure growth, efficiency, competitive advantage and leverage over competitors.(businessteacher.com, n.d). Using the internet, EasyJet has been able to reduce running cost and to cut down its supply chain by removing intermediaries and dealing direct with customers enabling it to sell almost 90% of its flight over the internet. EasyJet website targets business and leisure travelers who are keen on saving time and money and do not want to deal with third party intermediaries, providing them with easy access to booking, flight scheduling, transportation and accommodation. Facilities such as choice of airport lounges or parking are important in completing the process of travel booking, and having this on the website EasyJet extends value for customer. They also analyze consumer e-mail queries and use these to formulate services according to customer needs. Operating in this way reduces cost and helps the company, by use of technology mediation, to sell its product and services and create business value. There are exclusive promotions for on line booking customers and all customers who book online receive discount for each leg of the journey example EasyJet was able to reduce  £1 for people who booked online. Online customers also get the benefit of paying the price of local call. EasyJet make it a point to put all cheap flights online and customers can search flights by fair and view flights that are available over two weeks. Customers can make flight transfers, change names, reschedule flight bookings, and request duplicate confirmation by e-mail and check in on-line. There is also an option of speed boarding which enables the passenger to board the flight before other passengers. They also have flight promotions which intend to avoid customers who would fly with EasyJet. These promotions are advertised few minutes before the flight time aiming to get rid of empty seats. Balancing online and offline promotion methods The management balances online and offline promotion by using newspapers to advertise about new online promotions and offers by calling or e-mailing journalists and referring them to the website. EasyJet does this by putting internet-only promotions in newspaper encouraging travelers to purchase their ticket online. The guess BA Go Losses and the section entitled Battle with Swissair were advertised on newspaper to lure more people to the website. Impact of the implementation of the strategy on business performance The implementation of the strategy has an impact on the business performance because the site is well integrated into EasyJets existing systems and business process. A good example is the ability to feed press release into the site through electronic and new destination appearing automatically once fed into the companys information system. Also the effectiveness of the website was proved when the dedicated phone number on the site hit six months target within six weeks. The log file recorded 8 minutes average time spent on the website per person and almost each caller made a purchase. The website proved that EasyJet phone operators were busy selling tickets rather than answering questions over the phone. Legal and Ethical issues The use of Internet in e-commerce has brought up invasive legal and ethical issues. This is partly due to its underlying features and the way it has been exploited by businesses disrupting existing social and business relationships and understanding. EasyJet like many other businesses has benefited from commercial development of the internet but this commercial development demand a price from individuals. EasyJet gathers and processes customer information and uses this information for marketing by sending e-mails. This is regarded as intrusion of solitude because once a customer registers in the EasyJet website, then they will be receiving constant emails which can be really annoying. This has resulted to consumer use of spam guard (junk mail filters) to stop receiving unsolicited emails. Sherrington (2009, p 19) emphasizes that the status of a business is not respected; it is earned (Sherrington, 2009, p 19). It is not good for a business to burst into peoples inboxes or profiles on social networks such as Facebook, advertising their brands just because it has spotted a potential customer. Consumers regard this as abuse and violation of their privacy and some can punish the business by never purchasing their product or service. It is important in e-marketing to demonstrate integrity, honesty, respect and a willingness to share and apply the golden rule of treating consumers as you would like to be treated. This can be accomplished by letting consumers know before their information is gathered, give consumer the opportunity to agree or deny secondary usage of their information, give consumer access and the right to review personal data, store accurate consumer information and have in place a clear means by which consumer can address the situation if any of their right is violated. The use of cookies, spyware and other techniques enables tracking of consumers online behaviors, recording searches and sites visited by individuals. This helps business such as EasyJet in profiling customers and targeting them for specific marketing campaigns. The law and consumers regards this as intrusion of privacy (like stalking in the physical world). As a result there are a number of privacy advocacy groups on the web that monitor developments in privacy.(Laudon Traver, 2008, pg 500). The use of internet excludes a certain group of people who do not make use of internet. A good example is older people who do not seem to grasp the use of computers. EasyJet are likely not to have customers from this group of people. The use of internet sometimes violates copyright laws where intellectual properties such as trademarks of others are used without consent. EasyJet went through a legal battle with British airways for using a slogan that resembles that of BA. EasyJet called itself The webs favorite airline mimicking the BA slogan The worlds favorite airline. Conclusion This report mirrors EasyJet strategy for its online business model. In wide-ranging EasyJet strategy works well for the company. EasyJet is aware of its business environment and realize the importance of monitoring it. Through the use of internet, EasyJet succeeded to be among the top low cost, no frills airline companies in the UK. The design, structure, usability and usefulness of its website have enabled EasyJet to secure leverage over its competitors. The most important fact is that EasyJet has incorporated flexibility in its e-marketing strategy enabling it to anticipate changes and further develop its strategies to counter-act according

A Tale of Two Heroes Essay -- Novels Enders Game Orsen Scott Card Ess

A Tale of Two Heroes Ender's Game written by Orsen Scott Card and The Matrix the movie by Warner Brothers may not have much in common at least at first glance. There is much that the two charcters Neo and Ender share. In fact one common theme in both their stories is the battle between free will and fate. Both Ender and Neo also share a battle between good and evil. Our heros also face a battle between themselves and their own desires. Neo who is our hero from The Matrix is a young man who is seeking the truth about the matrix, a computer generated system. He encounters Morpheaus who becomes his guide and mentor in finding and then dealing with the truth about the matrix. Neo finds out that the matrix has control of the human race except a select few who have been freed from this "computer generated dream world" that controls them. The reality of mankind being used as battries to generate power for the machines does not come true for Neo until he is freed from the matrix. Through Morpheaus, Neo discovers that he could be the fullfilment of prophecy which promises a savior to free humanity from the matrix and end its reign over all mankind. Ender, on the other hand, is just a child when he is taken away from his family to be trained as a soldier to fight an alien civilization that is known as "buggers." These buggers have invaded Earth twice before and it is feared that they will invade again. It is believed that Ender is the only one who will be able to defeat the buggers. He is taken up into space to be trained at a battle school which teaches students the art of combat in space. Once he passes the tests that are set before him, Ender moves on to combat school where he learns to be a comandor and faces his last test... ...or small they may be. Both of our heros started off not thinking of themselves as heros but found that common ground between fate and free will where what we want to do and what we are meant to do colide. We all, even if we don't want to admit it, end up finding ourselves fighting within our own desires and what we know we must do. If we are evil we will one day have to fight good and if we are good we will one day have to fight evil. As Ender and Neo found out that they were the ones to fight and win the battles that faced their lives we too can see that like Neo and Ender we to are the ones to fight the battles that face our lives. Later on in our heros stories we find Neo was not just the one but one of many ones and like Neo, Ender was just one of many ones. We two are just one of many ones. Enjoy fighiting your battles, pick them wisely, and fight them nobaly.

The Environmental Lobby and Voting Trends in the United States Essay

The Environmental Lobby and Voting Trends in the United States The environmental movement in the United States has typically focused its resources on public education, legislative lobbying and litigation. However, the movement’s success in the latter two is highly dependent on the quality and character of elected officials. Successful public education on behalf of the environment translates into greater environmentalist electoral success. This paper discusses national trends that impact and influence the environmental lobby’s ability to achieve favorable electoral results, and the manner in which the lobby has responded to those trends. Overall, the American public is receptive to environmentalism, but the political realm is crowded with many competing interests, and the environmental lobby has not yet found a reliable means of influencing electoral politics for the benefit of its policy preferences. Republican Voters The majority of all Republicans support some kind of federal environmental spending, either status quo or increased spending. The majority of all self-identified conservatives also support some kind of environmental spending. A visible gap in preferences regarding the amount of federal environmental spending exists between strongly and less strongly self-identified Republicans and this gap appears to have increased in the more polarized political world after 1994. Support for decreased environmental spending spikes significantly between strong Republicans and all other groups. The difference between weak Republicans and strong Republicans is about 10 percentage points. These differences between strong Republicans and all other groups including weak Republicans indicate that support for decreased en... ... Valtin, Tom. â€Å"After the Election: A More Visible Battlefield† Nov 6, 2002. Sieraclub.org/scoop/midterm_election.asp. Accessed 12/3/03 â€Å"A Big Fight for a Small Pocket of Voters in Colorado.† Nov 4, 2002. Online NewsHour. Pbs.org/newshour/vote2002/races/co. Accessed 12/3/03 Allard/Strickland Senate Debate. Oct. 4, 2002. rmpbs.org/campaign2002/debate_as.html#ads. Accessed 12/3/03 â€Å"Battle for the Senate.† Pbs.org/newshour/bb/congress/july-dec02/Colorado. Accessed 12/3/03 â€Å"Colorado Up For Grabs.† PBS Online NewsHour. Oct 15,1996. Accessed 12/3/03. pbs.or/newshour/bb/election/October/96/Colorado_race_10-15.html Election 2002 and the Environment: Colorado Senate Race. Greennature.com/article780.html. Accessed 12/3/03 Lcveducation.org/Programs/ProgramsList.cfm?c=23. Accessed 12/2/03. http://www.multied.com/elections/1992state.html. Accessed 12/7/03.

Cervantes Motivation for Writing Don Quixote Essay -- Biography Biogr

Cervantes' Motivation for Writing Don Quixote  Ã‚   Miguel de Cervantes' greatest literary work, Don Quixote, maintains an enduring, if somewhat stereotypical image in the popular culture: the tale of the obsessed knight and his clownish squire who embark on a faith-driven, adventure-seeking quest. However, although this simple premise has survived since the novel's inception, and spawned such universally known concepts or images as quixotic idealism and charging headlong at a group of "giants" which are actually windmills, Cervantes' motivation for writing Don Quixote remains an untold story. Looking at late fifteenth- and early sixteenth-century Spain from the viewpoint of a Renaissance man, Cervantes came to dislike many aspects of the age in which he lived, and decided to satirize what he saw as its failings; however, throughout the writing of what would become his most famous work, Cervantes was torn by a philosophical conflict which pervaded the Renaissance and its intellectuals--the clash of faith and reason.   Ã‚  Ã‚  Ã‚   When Cervantes began writing Don Quixote, the most direct target of his satirical intentions was the chivalric romance. He makes this aim clear in his own preface to the novel, stating that "..[his] sole aim in writing..is to invalidate the authority, and ridicule the absurdity of those books of chivalry, which have, as it were, fascinated the eyes and judgment of the world, and in particular of the vulgar.† Immediately after the beginning of the novel, he demonstrates some of the ridiculous and unbelievable writing of these books: as Alonso Quixano--the man who decides to become the knight Don Quixote, after going mad from reading too many of these romances--sits in his study, tirelessly poring over his belo... ...r (Magill 330). In Part II of the novel, however, Don Quixote becomes less of a sadly comic figure, and more heroic (331) after he stoically faces down a lion, leading Sancho to change his master’s previous title--†Knight of the Rueful Countenance†--to â€Å"Knight of the Lions†.   Ã‚  Ã‚  Ã‚   Although the tale told in Don Quixote, the account of an idealist who embarks on a seemingly impossible quest to rid society of injustice, â€Å"[has] assumed archetypal importance for what [it reveals] of the human mind and emotions (Person 81),† there is another story which remains hidden between the pages of the novel: what was Cervantes’ original intent in writing, and how that simple goal--a humorous parody of chivalric romances--eventually led to the literary embodiment of a tremendous philosophical debate: whether to let the perception of truth be dominated by faith, or by reason.   

Estimating the % purity of marble by back titration method Essay

The values for the % purity of marble that I have calculated lie in a close range, however there is a significant difference, of 4.74% in the purity estimated between the 2 individual values. Nonetheless, the deviation is covered by the uncertainty of à ¯Ã‚ ¿Ã‚ ½4.84%. However, certain errors have occurred that have caused this deviation in the final results. REASONS FOR DEVIATION Random Errors 1. Loss of marble after weighing: After weighing out the marble, there is a small loss in mass in transferring the mass from the butter paper used for weighing as a small quantity of the fine powdered marble sticks to the butter paper and does not react with the HCl at all. Also, while transferring the crushed CaCO3 some particles could have also been blown away by the wind. Thus the disparity in the masses used could account for the different values obtained. 2. HCl left in the pipette: being a manual instrument, there is no definite way of making sure that each and every drop of the acid that was measured has been transferred to the conical flask, this reduces the volume of acid used and such a change in any one of the reading will directly affect the value of the % purity. 3. Air bubbles in pipette dispenser: For this experiment, due to the corrosive nature of the concentrated acid, a pipette dispenser was used to measure out the HCl. However there were some air bubbles that were trapped that cause an error in the volume of HCl that is not accounted for by the absolute uncertainty of the pipette. Systematic Errors 1. Unevenly crushed marble: The CaCO3 provided was not evenly crushed; some was still in larger chunks while the rest was finer granules. This non-uniformity in the texture of CaCO3 also creates a different surface area for the acid to react with and this can be the cause of the differing values of purity. 2. Excess NaOH added in titration: While titrating the HCl and the HCl + CaCO3 solutions the usage of the phenolphthalein indicator causes an error in the amount of alkali added as the titration is only stopped once the colour changes to a pale pink, this firstly is a very qualitative and subjective instruction and also the indicator on turning pink indicate a slight alkalinity. Hence, the actual neutralization point was left behind 1-2 drops back. 3. Unevenly distributed impurities: CaCO3 is found naturally as marble in the earth. Thus, being a natural stone the impurity that it will contain will be randomly distributed and due to this unevenness, the purity will vary with every sample. IMPROVEMENTS TO PREVENT AFOREMENTIONED ERRORS 1. Keep fans and windows shut and cover CaCO3 while transporting: By doing this one can minimize the loss of particles and thus reducing the uncertainty. 2. Carefully using apparatus to avoid human errors: By practice and careful usage one can eliminate the errors caused by the air bubbles in the pipette, errors in transfer and parallax. 3. Marble should be crushed evenly: the CaCO3 should all be of the same texture so that the surface area is kept controlled and this will reduce the disparity in the purity values that have been caused by the differing surface areas. 4. Using another indicator that prevents uncertainty in the exact point of neutralization: If a solution like Universal Indicator is used then the exact point when the titration is complete can be easily identified and thus by eradicating this error, one can aim to reduce the disparity observed in the readings.

Nurse Practioner Admission Essay Essay

Since graduating in 2008 with my diploma in nursing, I have had many personal and clinical experiences. The challenges I have faced have facilitated my competency as a nurse and increased my desire to continue my education in nursing. My introduction to emergency room nursing was during my senior year as a nursing student, as a patient care technician. Even though some days were trying and there was a lot of learning to be had, I almost immediately knew this is where I belonged. I have continued my career in the emergency department, where I have been working as a registered nurse for 5 years. During my career I have performed in many different roles, including patient care technician, new graduate nurse, staff nurse, triage nurse, preceptor and mentor for students and new employees, and even the role of charge nurse. The challenges of working in a high volume emergency department, caring for a diverse and complex patient population have been abundant. Emergency nursing is my passion and I am driven by the opportunity to expand my knowledge base and nursing practice. Now that I have fulfilled my goal of completing my bachelors in nursing, I aim to challenge myself further by obtaining a master’s of science in nursing. The independence and autonomy required to provide high complexity care is crucial in an emergency setting and these traits are what draw me to the role of a nurse practitioner. My experiences as an emergency room nurse have enhanced my knowledge and ability to manage and care for critically acute, as well as chronically ill patients varying in ages from infant to elderly, with different cultural and religious backgrounds. Becoming a nurse practitioner will allow me to continue providing care to varying populations, with a variety of health issues, while still giving me the opportunity to make a difference in people’s health and overall well-being. My professional goal is to use my studies and skills to become the most competent clinician I can be, while maintaining one of the most important qualities, compassion. Becoming a nurse practitioner who treats the whole person and not just a medical condition is very important to me. The diversity of the emergency room has taught me that providing excellent care is much more complex than treating an illness. Each patient has unique needs and the ability of the healthcare provider to tailor their approach in assessing and treating each patient is crucial in providing optimal care. Follow through is an aspect of nursing that I look forward to in the role of nurse practitioner, as the setting I currently work does not often allow for this. In the emergency room, we stabilize patients and then they are moved to another department or unit; we infrequently know the final outcome or see the end result of our care. Building on existing skills and the opportunity to implement new ones, such as this, to better serve and assist the same patient population is what pushes me to continue my education in nursing. I thrive in situations that are challenging and intense, which the nurse practitioner program will prove to be. The lifelong reward of a career that has meaning and value to me is worth the sacrifices. I am confident with my experience, the skills I have developed and the challenges I have faced, not only in my career but in life, I am capable of succeeding in almost any situation and I look forward to the challenges and success of becoming a nurse practitioner.

Symbolism to the Journey

Whether we are reading a poem or a short story, there is a story to be found within. The writer is able to capture readers with their use of rhythm, characterization, or a fairy tale setting, among many other things throughout their writing. It is imagination that allows us, the readers of these stories and poems, to be able to fill in the blanks or mentally visualize what the writer wants us to see through use of descriptive words or symbolism. In the poem â€Å"The Road Not Taken† by Robert Frost, the short story â€Å"A Worn Path† by Eudora Welty, and the short story â€Å"Used To Live Here Once† by Jean Rhys I noticed a common theme. No matter what lonely journey we find ourselves on, we determine how the journey ends. The lonely journey that each of these literary pieces tells about is presented differently in each writing. In â€Å"The Road Not Taken†, Frost used â€Å"Two roads diverged in a yellow wood† which told me that there was a forthcoming journey; he also used â€Å"and sorry I could not travel both† as a way to share that he had to make this decision of which path to take. Frost also used the word â€Å"I† many times, which allowed me to imagine him alone. In â€Å"A Worn Path†, Welty used the word â€Å"she† throughout the piece which gave me the image of this woman walking alone. The character spoke to animals â€Å"’Out of my way, all you foxes, owls, beetles’† and so forth. When the writer posed this conversation in the story, it gave me the feeling of loneliness. This woman was so lonely, she spoke to animals. The path that she was walking â€Å"ran up hill†. The idea that this path she was on was up a hill provided symbolism of a hard life. To me, walking up a hill would be hard work to get to the destination. Since the description of this woman had been of an aged woman, â€Å"her eyes blue with age† and her numberless branching wrinkles, it was a pity to find this woman walking alone up hill. In â€Å"Used To Live Here Once†, Rhys, too, used the word â€Å"she† many times to describe the character in the story. The usage of a singular word painted the picture of loneliness. â€Å"She was standing by the river† and â€Å"She came to the worn stone steps†. This woman was in this journey alone. In each piece of literary writing being discussed in this paper, the loneliness throughout the journey is clear. However, the ending to the journeys vary because of the choices the characters make. We will address this further on into the paper. The setting of a story or poem is what draws the reader in. I found myself reading â€Å"The Road Not Taken First†. The reason was that it starter out with almost a conflict of where the poem could take me. With the first line being â€Å"Two roads diverged in yellow wood†, I found myself wondering where the pathways would take me. As the poem began, I found it to be written in first person sine the writer used â€Å"I† as the main character term. Frost wrote â€Å"and be one traveler, long I stood†. This enabled me to actually step into the characters’, or the writer’s, shoes and see these pathways from his perspective. I like being able to feel as if I am in the story. Frost wrote about one path that it he could see where it â€Å"bent in the undergrowth†. He went on that the other path â€Å"was grassy and wanted wear†. This painted a picture for me of actual woods, split into two pathways, both different most likely ending in a different place. In the back of my mind, I had an idea that these were symbolic of something much bigger. The symbolism within the poem â€Å"The Road Not Taken† was abundant. â€Å"Two roads diverged could be seen as two things, two jobs, two ideas, two of anything that one could choose between. The word â€Å"yellow†, as used to describe the two roads in which Frost could choose is symbolic of aging or decay. To me, it seemed as if Frost could have been in a mid-life crisis, in which he felt old and needed change, and he had two new roads, of which the pathways and endings were unknown, to choose from. One path had been the one he was on, but did not know where it would end. The other road was grassy, seemingly vibrant, and the ending, too, was unknown. Frost referred to the both paths as â€Å"in leaves no step had trodden black†. In his description, the use of the word â€Å"black† shows symbolism of death. It seemed as if Frost was analyzing his choices and was seeing that his alternative pathway, although it did look enticing, he wondered why no one else had come back if they had taken that path. He knew that either path would ultimately lead to death, as that was his fate. There came a turning point in the poem where Frost went from indecisiveness to having made up his mind of his choice. Instead of being in front of two paths â€Å"in a yellow wood† he ended the poem that he was in just â€Å"a wood† in which he had chosen to stay â€Å"on the first for another day†. It appeared to me that his analysis of the paths he could choose from lead him to understand that the unknown is not as enticing as the known. According to John Savoie, the contradiction lies within the idea that both paths were â€Å"equally lay† but Frost chose to take the path of least resistance which indeed is arguable as there is â€Å"a lack of distinction between the roads†. (Savoie, 2004) His journey, although seemingly lonely, was determined by the decisions he made or would make. The second piece I read drew me in because the setting was not one of mystery, but instead it was one of pity. Used to Live Here Once† was the second piece I chose to read. The setting was one of sadness. I could visualize this woman â€Å"standing by the river† and â€Å"remembering each one†. It gave me the idea that she had been there long before but had forgotten the beauty of the river over time. Sad beginnings to literary pieces are not something that normal ly draws me in. However, the story grew more intriguing to me as the setting moved to her old home. When she noticed that â€Å"the screw pine was gone†, I still felt the pity and sadness for the character. Since the writer chose to write in a third person perspective, it was difficult for me to actually identify with the character personally. Rhys wrote â€Å"it was strange to see a car standing in front of it†. The personification of this car â€Å"Standing† in front of her old house was difficult to be considered strange since it was not an actual feeling of the character but instead an observation by the writer. In fact, the idea that the writer was this close to the character made me think she was speaking of herself in third person. Elizabeth Abel wrote a piece on Jean Rhys saying that Rhys’ writings typically subject us to â€Å"sparse and repetitive narratives† and â€Å"are variations of themes of failure and rejection. (Abel, 1979) This could be, perhaps, how the writer was able to make me feel as if, although told in third person, I was able to identify with her more closely. I was able to feel was the pity that the writer felt for the character through the words, such as when she spoke â€Å"shyly† to the kids but they did not hear her. This, too, solidifies the idea of Abel that Rhys wrote of perhaps herself in yet another rejected scenario. It seemed as if the journey was lonely for this character. The words â€Å"she† tells me this and also the fact that the setting is very calm and serene but without emotion from the character. From beginning to end, Rhys used symbolism to allow me, the reader, to relate and perhaps dig deeper into the meaning of things. The character stood by the river, which is symbolic of life. She did not walk into the river, she stood by it. This is symbolic of the entire story itself, since in the end of the story we find that the woman was indeed already dead and looking back into her own life. This was a journey that the character took alone. The character then walks down a road. This road is very symbolic to this story. The description is that the road is â€Å"much wider than it used to be†. This indeed tells me that the character took her life for granted. She had never truly taken the time to see the beauty in the things around her; this is why the road seems so much wider to her now that she has passed on. The day â€Å"was a fine blue day†. The color blue is used to tell the reader that it was a peaceful day. Rhys wrote on to tell us that the character noticed the pine tree was missing from outside of her own home, as her journey led her to her old doorstep. This is symbolism of immortality. Her old house had been painted white, which provides the feeling of life or purity. The character’s observation of the boy and girl playing in the yard was one that I will never forget. The colors of the yellow grass as she approached them and the gray in the boy’s eyes as the character tried to speak to him. This is when I first realized that the character was indeed a ghost looking in on her old life. The usage of colors throughout â€Å"Used to Live Here Once† is what drew me into this story. At my initial read of this story, I just thought that the writer liked colors. When linking these colors to symbolism, it gave me a much deeper perspective on what Rhys was trying to tell me, the reader. The lonely journey that this character was on was reflective of the lonely journey she lived when she was alive. It, once again, confirms that the decisions we make in life are what determine the ending of our journey. The last piece, â€Å"A Worn Path† had a setting that would draw in any reader who appreciates in-depth detail that, although in third persona narrative, makes you, the reader, feel as if you are standing there in the story along with the character. The setting throughout this story is indeed a pathway through the woods. Welty started the story out with â€Å"a bright frozen day early in the morning†. I hate being cold, personally, but Welty’s initial setting description made me feel excited to see what would happen if I read on further about the events on the â€Å"frozen day†. According to journal writer, James Robert Sanders, â€Å"the story begins conspicuously on a cold December morning, and just as quickly we are made aware that there is an old black woman†. Suanders, 1992) Continuing my reading, I found the character, again noting the use of the singular â€Å"she† throughout the piece, to be â€Å"an old Negro woman† â€Å"along a path through the pinewoods†. Welty described this woman as â€Å"very old and small and she walked slowly†. The pity set in on me at this point to think that a lady of her age was walking alone in the woods. She carried a cane, â€Å"made from an umbrella†. The setting, although starting out in an exciting manor, had, at this point, turned more so into pitiful. She seemed destitute by this fact. There she was, in the woods alone, using an umbrella to swat through the brush to ensure there were not any animals hiding along her pathway. When Welty wrote that â€Å"the sun made the pine needles almost too bright to look up at†, it brought me back to the excited feeling again. It was as if the story had gone from exciting to pitiful and fearful back to exciting again. I felt like Welty was trying to keep a positive spin on a negative situation. Continuing on with the reading, I found the character again in a battle, but this time with thorns from a bush. Once she freed herself from the thorns, she said â€Å"sun so high† which again gave the offset to the negative event. Shortly after, the character was faced with a log that she must cross over a river. This woman could not catch a break on her journey but still she kept going with intent to succeed and make it to her destination. Within the story â€Å"A Worn Path†, the symbolism, the personification, and the tone are what made this story most appealing. The story, itself is interesting. However, when you add in the extra benefit of symbolism, the reader can get a more in-depth look and feel for what the writer is trying to make us feel. This story, told in third person narrative, starts out on a â€Å"bright frozen† morning. This symbolism provided me with a feeling of hopefulness. Although it was frozen outside, it was bright. The character walked down a path. It seemed she only had one path to walk down. Her only choice was actually going down that path or not to. Her eyes were blue which gave me the feeling of peacefulness. Her face was described with golden color beneath her wrinkles and yellow color under her dark cheekbones. This symbolism gave me the idea that although she was aged and seemingly poor, she still possessed dignity and pride. To describe the wrinkles on her face, Welty personified a little tree to be standing in the middle of the character’s forehead. Immediately, I was able to visualize this much better than I would have without this connection. The character continued on her path in the â€Å"sun† and cold, passing pine trees, thorns, and speaking to animals. The sun is symbolic of life. However, being winter outside, we know this by the use of the word â€Å"frozen† to describe the weather; we know that this is symbolic of death. I took this to mean that the character was dying but trying really hard to fight to stay alive. Along her path, these hurdles, the thorns, the logs and creeks, the path being uphill, passing through a cotton field, the field of dead corn, her speaking to animals and imagining people along her journey in the woods, this is all part of the symbolism of things she was fighting to stay alive. It was her struggle. She began dancing with a scarecrow, something that is supposed to scare away birds, or in this case death, and here she was dancing with it. It just shows her eagerness to stay alive and fight off the negativity, the death. Although she seems crazy throughout this journey, her own focus, the one thing that she stays sane in regard to, is life and her desire to stay alive. When the character started to walk through â€Å"trees silver in their dead leaves† it was certainly symbolic that death was shortly forthcoming. Just as I start to think she is about to die, she comes upon a spring and sweet gum and water. It was as if she was being given one more chance. She laid there on the ground and had a dream that â€Å"she reached her hand up, but nothing reached down and gave her a pull†. This dream symbolized to me that God was not ready to take her, not just yet. That is when the hunter found her. The hunter felt pity on her and I understand this because he says he would have given her money if he could. In town, she asked a lady to tie up her shoe for her before she reached her final destination. Her need to be presentable for her entrance into the medical building to get her grandson’s medicine shows that she still has class and self-respect. Her journey to the medical building, although alone and difficult, was made possible through the love for her grandson. Had she not made that trip, her grandson would have died. Each of these literary pieces was different by means of the nding to the journey in which the character had taken. â€Å"The Road Not Taken† was a solitary journey to make the decision of which path in life to take, the one we know or the one we do not know. â€Å"Used to Live Here Once† was another solitary journey of a life after it has already passed by; it was a lesson that we should not take for grante d the things in life, although simple. â€Å"A Worn Path† was one more solitary journey, but this one taught a lesson that love can conquer all. Each journey I read for this paper has taught a value life lesson. The journeys we take are altered by the decisions we make along the way.

Exploring duality in Dr Jekyll and Mr Hyde Essay

When Stevenson wrote the novella ‘Dr Jekyll and Mr Hyde’ he seemed to have been influenced by various ideas. The first goes all the way back to an ancient Greek philosopher ‘Plato’. His theory of dualism was imaged as two horses clashing with one another. He believed that every human being was a charioteer trying to keep them balanced and in control. One horse being black representing the animal demonic side; this is the side being harder to control and contains instinctive drives. This expresses the dark side. Stevenson took this concept to another level and gave off the impression that in his novella the dark horse had been liberated taking over the white horse. The white horse portrayed intelligence, moral senses, and the angelic side of mankind. This side had less energy but responded to all the commands exactly. Jekyll evidently being a scientist had more characteristics of the higher horse (white), but every one has a demonic side it is natural to have a bit of dark side to them. Hyde stood by the dark horse he was all defective and didn’t take any consequences for his actions. Hyde’s charter was vey monstrous and beastly. This takes me onto the idea of Charles Darwin; his concept to duality was the idea of there being a ‘beast in a man’. He believed that mankind originated from apes. He also believed that there was two parts to human nature. Stevenson took this to an extreme when he introduced the character ‘Hyde’. Although there isn’t an exact description of Hyde’s appearance, Enfield did say in the first chapter â€Å"He is not easy to describe, there is something wrong with his appearance; something displeasing, something downright detestable†, â€Å"and he must be deformed somewhere†. This quote is the best to show the beastliness of Hyde. His actions also are not very human like a good example of this is when he tramples over a little girl. Stevenson adapts Darwin’s idea to his novella. The third and final influence was the Victorian society at the time. In this society men were forced to ‘hide’ their secrets from their public lives. There was a lot of hypocrisy in the Victorian times. People said one thing and did the other. Stevenson takes this idea; this influence is proved in the first chapter when Enfield and Mr Utterson talk about ‘Hyde’. â€Å"No sir I had a delicacy; was the reply ‘I feel very strongly about putting questions; it partakes too much of the style of the day of judgement. You start a question, and it’s like starting a stone, you sit quietly on top of the hill; and away the stone goes, starting other;† â€Å"and the family have to change their name. No sir, I make it a rule of mine: the more it looks like Queer Street, the less I ask. This is stating the fact that people in the Victorian times stayed out of each other business as they didn’t want people to ask about their personal lives. Men in those times got away with almost anything in Hyde’s case he got away with murder. People kept them selves to their selves, but they felt it was right to ask about other people. This shows dualism in a way that people were two faced as they kept secrets form each other. Before Jekyll become a scientist he was a very happy man that loved life and lived it to the fullest. Jekyll was born with everything given to him, he wanted to enjoy life but also wanted to have a status in the public eye; he wanted both things. This explains the duality of life. Jekyll says in one of the chapters ‘in concealed in on my own pleasures’ this means that his pleasure and desires were kept to him self. In order to achieve in life, he felt that he had to hide his faults from the world. The first information we are given about Dr Jekyll is form his old friend Dr Lanyon; he mentions the reason why they do not see much of each other. â€Å"Jekyll became too fanciful for me†. And that Dr Jekyll was interested in â€Å"such unscientific balderdash† This partly explains Jekyll personality as these comments would make the reader curious to know what Dr. Jekyll is up to. Later in the novella Jekyll makes his first appearance, he is described to be a ‘large, well made, smooth-faced man of fifty†¦but every mark of capacity and kindness†. To the reader he appears to be a kind man who you would not expect to do anything wrong. This is a sign of dualism in a way that Jekyll is given a false upfront of what he is really like. Jekyll also describes his personality as a â€Å"gaiety of disposition† Stevenson deliberately made this quote vague, but it instantly shows the slyness in Dr Jekyll does not want to tell anyone about his personality or life and exactly the things he got up to. This was because in the Victorian times you couldn’t talk about ‘prostitutes’ this was classed as completely wrong, you would be discarded from the society. Jekyll wanted to explore the dualism in a man and so he did; split his personality into good and evil. This is why he came up with the potion. When Jekyll first take the potion he describes his feelings in ‘The strange Case of Dr Jekyll and Mr Hyde’ Jekyll says at first ‘The most racking pangs succeeded’ he was in great pain, but then rapidly the feelings changed to the ‘incredibly sweet’ † I felt younger, lighter, happier in the body† already he experiences freedom. Jekyll was able to see a new side to the world, the evil side! He explains that these feelings ‘delighted him like wine’. Moreover, Jekyll desire from early life is to separate the two selves that are apparent but equally present. Jekyll learns how to free Hyde. But did try to control Hyde coming out, when Jekyll tries to cage Hyde for good, when he tried this Hyde didn’t come out for a long time, but Hyde was itching to come out, in the end Hyde burst out stronger than ever and becomes the more dominant one. Hyde was the powerful one while Jekyll loses the control he could maintain when he alone had actions. Jekyll becomes addicted to Hyde there for more dosages were needed. Eventually it is clear that Dr Jekyll is no longer in conduct of the transformation. In Henry Jekyll full statement of the case he says ‘I had not wakened where I seemed to be but in the little room in Soho where I was accustomed to sleep in the body of Edward Hyde’ Jekyll says he wasn’t in control anymore. A proof of this is when he says â€Å"yes I had gone to bed Henry Jekyll, I had awakened Edward Hyde† Dr Jekyll is more accepted into the society as being a scientist, people look up to him and respects him. In Jekyll full statement of the case he says â€Å"I found it hard to reconcile with my imperious desire to carry my head high, and wear a more than commonly grave countenance before the public†. This is telling us that Jekyll is giving off the impression that he is good at his profession almost being bigheaded. Hyde is the complete opposite his actions do not have consequences; Hyde’s behaviour is very ape like, just like his appearance (this goes back to Darwin’s theory.)The other characters cannot describe his outside shell as it is too hideous to describe. Hyde’s character is extremely cruel and evil. For example when he just tramples over the child in the first chapter, this shows the lack of respect for others. It also shows he is amoral. Stevenson used this marked contrast to make his point in dualism; every human being contains opposite forces within them, there’s always a different person behind a facade. This shows dualism in a whole different level. Stevenson used an aptonym for Hyde as his character â€Å"hides† in another character. The style of Stevenson’s writing is sometimes complicated as some of the sentences are longer than modern readers would normally read. Also the vocabulary is dated, and a lot of the words in the novel are no longer used. The most complex parts of the story are in Jekyll’s confession at the end. Sometimes Stevenson uses metaphors such as when Mr Enfield describes where he first met Mr Hyde as â€Å"some place at the end of the world†. He uses a lot of similes to show how inhuman Hyde really is, for example â€Å"like some damned Juggernaut† and â€Å"like Satan†. Alliteration highlights the unpleasantness of Mr Hyde; he is described as â€Å"downright detestable† and â€Å"hardly human†. Onomatopoeia emphasises the animal qualities of Mr Hyde by describing the sounds he makes as â€Å"hissing†, â€Å"snarled† and â€Å"husky†. Throughout the novella the theme of ‘hypocrisy’ is very large. Almost every character is a hypocrite take for example the police man. When the police man realised that the victim of the murder was a famous MP. You can tell from the police man face that his professional ambition meant a lot, as this would better his career and maybe lead to an early retirement. Jekyll is the ultimate hypocrite in the novella although he lives part of his life as someone else he cannot accept the natural evil inside him so he separates them. Hyde’s house keeper is another character that shows hypocrisy. She displays â€Å"odious joys† when she hears that her employer, Mr Hyde is in trouble with the police. She is described as having a face that is â€Å"worn smooth† with hypocrisy. Stevenson often uses the weather to reflect the evil within the surroundings. For example some scenes are described as foggy, which creates a sense of eeriness and mystery. Also wind is used to make the environment seem like it is full of violence and menace. Changes in the weather, for instance when Poole and Utterson are getting ready to break into Jekyll’s laboratory, also create a dark and evil atmosphere as when the wind caused the clouds to cover the moon. The house itself shows secret and hypocrisy as well. In contrast the door of Dr. Jekyll home â€Å"wore a great air of wealth and comfort†, whilst the inside of the house is described as â€Å"warmed †¦ by a bright, open fire, and furnished with costly cabinets of oak†. The good friend of Dr. Jekyll, Mr. Utterson, often spoke of it as â€Å"the pleasantest room in London.† This gives a totally different impression to that of Mr Hyde’s home. The description of Mr Hyde’s door would make it appear that the house was abandoned by the state of it. But as you enter the house there is a sense of elegance, luxury and good taste. You would expect it to be empty and unclean. A Victorian reader would not associate these two people together as they both live in different environments. They would only realise the association between them when Mr Hyde presents a cheque to the child’s family, bearing Dr. Jekyll name. This would make the reader curious of how these two know each other. However later on the reader is surprised to see that the inside of Mr Hyde’s house contains good wines, good pictures, silver plates, elegant table linen and thick carpets. These are items you would expect to see in Dr. Jekyll house. The dualism in Dr Jekyll and Mr Hyde is almost similar to the modern days. Jekyll as a scientist had a super ego. He was very intelligent to come up with a potion that split a mans personality, but when the character Hyde occurs, he is the complete opposite. As humans we want a balanced ego, we want desires to be fulfilled but not all desires are good. So this makes a dynamic equilibrium. This was the theory of Freud. Jekyll is dominated by superego but Hyde being the id is trying to push his way in, which he does succeed in the end. In my opinion I think that Jekyll has a balanced ego as in the end he wanted to destroy both good and evil. I think this shows he is being considerate as he could have carried on being Hyde if he wanted to. â€Å"There comes an end to all things; the most capacious measure is filled at last; and this brief condescension to my evil finally destroyed the balance of my soul†. I think this is Jekyll thinking in terms of his super ego as I think this q uote shows that he wants to get rid of Hyde as the emphasis is on the word â€Å"finally†. The dualism in the story is significant to the book, without duality in the book it would have a different perspective on the whole. Stevenson’s main aim was to put his point across about duality. Stevenson reveals that the duality of human nature runs deeper than good and evil to rational versus and reputation versus true nature. Stevenson also uses different narrators to the book to give an alternative view on Hyde and Jekyll. No single account could explain to the reader the views of characters associated with Jekyll and Hyde. For example without the support of his friend Utterson, Jekyll would not be as strong Overall I think that this novella is very complex, but has an excellent understanding to it. I think Stevenson put the theme of â€Å"duality† init in an interesting way and related it very well to the Victorian society at the time. Stevenson also comments on the constant war and balance between the two characters. â€Å"There comes an end to all things; the most capacious measure is filled at last; and this brief condescension to my evil finally destroyed the balance of my soul†. In almost all stories the good always wins in the end as Jekyll rightly committed suicide as there was no other way out. However it also could be seen as the evil getting the best of the good side as Hyde took over Jekyll’s life and Jekyll producing the potion in the first place. I think that the story relates to this day and age in a way that people are hypocrites and have two sides to them, it gives a strong message to what could happen in the outcome.