Hostel or home Essay

Most Young people think about living away from home as the best part in their lives because they will have more freedom and that can be really exciting for them; however, they do not realize that living at home has more benefits compared to living away from home. The best thing about living away from home is that you have more freedom. You can set your own rules, stay up late, invite friends to your place and have parties whenever you want; hence, a parent- free environment is awesome, but you need to be mature enough to handle it. A drawback is that you may feel homesick. You may miss the moments that you used to share with your family, or even those familiar things such as your neighborhood, your bedroom, your pet and so on. A study in Neuropsychiatry states that people get higher mental health scores if they lived in their family home. Another disadvantage is that you will have to pay a rent, pay the bills, and buy your own food which will definitely affect you in the financial aspect. Finally, another aspect is convenience. You will not have many of the things that you used to have at home. You will have less free time for other activities because you will spend more time doing housework, balancing the budget and organizing things by yourself. On the other hand, living at home can be frustrating because you always have to obey rules; Your parents will control you most of the time, but this can be a benefit because it can prevent you from being lazy and wasting time doing things that are unproductive. The emotional aspect is also a plus because you would definitely feel better at home. There is nothing like family. They can support you when you need them and cheer you up. Moreover, you can save a lot of money because you do not have to pay a rent neither do you have to buy your own food because your parents will do that for free or sometimes charge you just a low rate. Another point in favor is convenience. You have almost everything you need at home; furthermore, your mother usually does all the housework, at least of the common areas, and organizes everything; consequently you will have more free time for studying or just going out with your friends and having fun.

Persuasive Speech – Benefits of Video Game

Have you ever not believed your parent when they told you something? Or argued back? Most of us do. Most of us also like video games. And most parents say they're bad for you. But really video games can be just as good as bad if not better. Today’s generation prefers to play video games or computer games, as a form of entertainment, which can improve the minds of those who play them. Amid all the cool and colorful graphics, the fantastic music, and the intriguing and exciting plots, which can attract for those played them.There are many benefits in playing video games but I would like to stress out the two most beneficial in playing video games which is reduce the stress and video games work as mind exercise. Does anyone know that games can reduces stress? As humans, we crave the need to play because it is instinctive and fundamental to human existence. With regular play, our problem-solving and adaptive abilities will be in much better shape to handle this complex world.The r eason for this is that play teaches us how to manage or â€Å"transform† our negative emotions, and it is the foundation for sound mental, physical, and emotional health. Play can make work seem like pleasure, and aside from this, it is just plain fun. It creates laughter and freedom that can instantly reduce stress and add a feeling of relaxation to our daily living. For example playing ‘The Sims' will make your relax and enjoy as being the character in the game.You will have your own house, family and you have your own carrier. Besides reducing stress in playing games it also, work as mind exercise. Playing video games is the best mind exercise as it not only makes the mind sharp but also keeps it fit. By various studies, it is discovered that video games help in improving problem solving ability as we can solve the problem without anyone’s help. Else than that video games that tend to demand the player to make quick and accurate decision-making is its imprompt u situations.The mental fitness can only be achieved through engaging in activities that are aimed at increasing your mental activity, and they involve activities such as reading, solving of riddles and crossword puzzles. Numbers games like Sudoku, as well as word games, can be addicting but, unlike most addictions, they are actually good for your brain. Playing them helps to stimulate your mind; it improves your memory and may aid in delaying the effects of aging.The video game world is changing constantly so it is very necessary that players should have the knowledge about the games that will be beneficial for them. Believe me it is pay off when you spend your time by playing a video games. Do not just only think the negative effect of games but also try thinking the positive side. Video games not only reduce you stress, but it also improve your health benefits as well as it work as your mind exercises. I would like to encourage you to play video games during your free times becau se not only for your health but it also soon will be increase you skills.

One More Thing

â€Å"One More Thing†: it is your choice The short story, One More Thing, is written by, American writer, Raymond Carver. Raymond Carver was born may 25, 1938, and he died august 2, 1988. He started his career back in 1958. His first break through was with the book, Carnations. One More Thing, has three characters, Rae, Maxine and L. D. The short story is about L. D. , who gets kicked out of his home. L. D. is married to Maxine, and together they have a child, Rae, who is a 15 year old girl. L. D. ’s selfish behaviour illustrates how much it can cost you, if you do not think about the people that you really love.L. D. is a aggressive and selfish person, which you can see through his actions. He throws the jar through the window: he picked up the jar and pitched it through the kitchen window. Also the way he talks is aggressive: â€Å"All right, I’m going right now,† he said. â€Å"It suits me to a tee. You’re nuts here, anyway. This is a nuthouse. There’s another life out there. Believe me, this is no picnic, this nuthouse†. It is not written in the text, but it seems to be a problem for L. D. and his family, that he drinks to much: L. D. ’s wife, Maxine, told him to get the night she came home from work and found L.D. drunk again and being abusive to Rae. L. D. is also a bit confused. L. D. says many times, I’m going, or when Maxine tells him to leave, he just says, ok. He says it like he does not care, like he is not against, that it is fine. How ever, when he is done packing his stuff, and also a bit of Maxines (tooth paste, soap etc. ), he comes back into the living room. Then he is hesitating, because he does not know what to say only, this is it. This is good-bye. I don’t know what to say, except I guess I’ll never see you again. You too. Raymond Carver has a special writing style.He does not tell his reader what has happened before. He only tells the reader, the most important d etails. It is also called the minimalistic writer. He does not write much, but what he writes, is the most important. It is up to the reader to improvise, and think about what had happened. He gives his reader some responsibility, and some freedom, to use his or hers fantasy. He begins this short story real straight. There is no intro to the story, it just starts, L. D. ’s Wife, Maxine, told him to get out†¦ instead of for example, L. D. is a man. He is 35 years old. L. D. s married to Maxine. Normally the author would have a little intro, both for the story, but also an intro for the different characters in the story. The end of this short story, one more thing, is also different from a lot of other short stories. In this short story Raymond Carver stops the story as he has started it, real straight. Most of the times, the author gives the reader a closed ending of a story, by tell the reader where, in this case, L. D. would have gone. How ever, in this short story, Ray mond Carver let his reader decide, or make his reader fantasies of what could happen next.Raymond Carvers, one more thing, is also in a easy, understandable language. Raymond Carver does not make use of too long sentences. Most of the time he makes short directly sentences, which is easy for the reader to understand. A theme to this short story could be, that you live your life through the people around you. L. D. is really confident at the beginning of the short story. In the beginning he is quick with answers to Rae, but later on, in the short story, Rae says to him: â€Å"just remember. † Rae said. â€Å"It’s in your head. † â€Å"I’m going, that’s all I can say,† L.D. said. â€Å"Anyplace†. As L. D. sees that he is actually has been thrown out of the house, and it was not just a normal fight, and he is loosing them who means something to him, he looses his confident. You need to show the important people in your life some love. Yo u need to think of them too, and not just your self. If you stop care for them, you will lose them at some point. The text reminds you of, the fact that, people around makes you, and that, you live through them. How would you be if you did not have someone that you really loved?

Business Combinations Essay Example | Topics and Well Written Essays - 500 words

Business Combinations - Essay Example According to the FASB's website, this project is being deliberated due to the fact that the guidance provided in Statement 141 is believed to be inadequate or inconsistent with the conceptual framework. Therefore, the focus of this project is the issue of the existing guidance for applying the acquisition method. The primary objective of the project is to create a standard of accounting for business combinations that can be used for both domestic and global financial reporting. The goal is to establish a standard that encompasses a common set of principles and guidance that yields information useful for decision-making. Furthermore, the Boards believe a standard should improve the usability of financial information in regard to business combinations by explaining which assets and liabilities are to be recognized, by requiring that the assets obtained and the liabilities taken on are measured consistently and relevantly, and by ensuring that like events are comparably accounted for vi a a clearly defined scope of the standard. The Boards also made an assertion regarding the responsibilities of an acquirer once control of an acquiree is obtained. In addition, the recognition principle, fair value measurement principle, and disclosure principle were confirmed as the main principles for applying the acquisition method. b.

Decision Making in the Military Essay Example | Topics and Well Written Essays - 1250 words

Decision Making in the Military - Essay Example There are other aspects of decision making in the military that can be solely considered as the art of war; such as effective leadership, intricacies of given operations and the ambiguity relative to enemy actions. The decision making process in the military has been chosen to be discussed in this paper because it is considered as an entirely analytical approach towards solving problems. Main Body Strategic decisions in the army are considered to be non routine because routine decisions in regard to effectively managing resources as per established processes and clearly defined plans relate to the technical functions of management. Routine decisions are mostly made by middle level managers or supervisors having the required authority for initiating such actions. But non routine decisions relate to adaptive work whereby senior leadership has to look into the broader implication of the given situation, take active roles in describing the issue, effectively examine the possible solution s and eventually decide about the course of action. In this context, the United States Army War College (USAWC) has defined strategic leadership as the process that impacts the â€Å"achievement of a desirable and clearly understood vision by influencing the organizational culture, allocating resources, directing through policy and directive, and building consensus† (Allen and Coates, 2009, p.4). The commander is always responsible for the decision making process in his unit and takes decisions about that will be done in every situation. The plan depends upon clearly articulating the visualization of the battlefield. The commander plans, prepares for and executes the operations. From the beginning to the end his personal involvement is crucial because his focused participation proves to be a guiding factor for staff. With the help of his staff, the commander explores all possibilities and the probable enemy course of action while analyzing and comparing his unit’s abil ity with that of the enemy. The staff has to integrate information on a collective basis by adopting high levels of technical competence for assisting the commander in his decision making process with the objective of achieving efficient outcomes (Snowden and Boone, 2007). In both the military and business organizations, decision making is a crucial element of management and wrong choices can immensely harm the planned objectives. Military commanders and business leaders need to make decisions by avoiding common biases in arriving at and implementing ethical and sound decisions. In defense establishments, a major challenge has been to manage the impact of the current organizational culture on the practices and standards of decision making. According to the Harvard Business School’s guidance on decision making processes, â€Å"A command and control culture tends to make decisions in line with the preferences of powerful individuals. No matter how well informed they may be â⠂¬ ¦ every decision is ad hoc and there is no consistent approach to dealing with important choices† (Harvard Business Essentials, 2006, p.6). It cannot be said that all defense establishments are characterized with a culture of command and control, but there is a need to be in the know of risks associated with the creation of such an environment. Military command

How we determine if a portable air cleaner is effective Research Paper

How we determine if a portable air cleaner is effective - Research Paper Example The use of air purifiers assists to eliminate these components, thus helping to relieve respiratory symptoms. These components are harmful to human health, especially for people who suffer from asthma or allergic to the common allergen particles. Air cleaners eliminate about 98 percent of harmful particles in the air. Portable air cleaners that are slow to remove contaminants in the air are considered as extremely ineffective. The electrostatic precipitators removed ozone which aggravated the asthma attacks. On the other hand, portable air purifiers are perceived to be effective if they eliminate all the harmful air particles to create a high indoor air quality. The paper establishes that a portable air cleaner is effective if the air it cleans does not affect a patient with allergic respiratory diseases to common particle allergens, such as, pollen, dander, dust, and mold. This means that the equipment can ensure good air quality. Indoor air pollution is among the top five environmental health risks. Control of air quality is crucial for various reasons including the control of moisture damage, and to ensure proper health of the occupant. Most people purchase air purifiers in order to ease allergies or asthma. The practice cleaning air using portable devices started in the late 1970s and early 1980s. The World Health Organisation has set out standards of air conditioning to ensure to that indoor air quality is maintained. The air pollutants are mainly classified into four categories including particulate matter, ozone, nitrogen dioxide, and sulphur dioxide. There is evidence that ozone and particulate matter pose health risks to humans. Therefore, humans need to stay away from these compounds. Removing the sources of pollution is more effective in contrast to cleaning the already polluted air. Portable air cleaners are tasked with ensuring that air is free from contaminants. In this

Cover letter Essay Example | Topics and Well Written Essays - 500 words - 4

Cover letter - Essay Example I have also learnt communication skills which have not only improved my pronunciation but also enhanced my good command in speaking English. I took English 105 as a unit in the university and one of the objectives required is to be able to attain good writing skills. The course entails the use of four topics in learning English, which include; Media review, Observation, Contact zone and banking of concept education. An improvement of overall quality of work entails summary that is not only clear and precise but also give an overview or try to analyze a wider point of what the topic elaborates. This skill was enhanced through a review of a movie about Chinese history especially about the last Emperor. The movie shows how the last king Pu Yi could not rule the empire as forerunners did and ended up lonely in the Forbidden City. The review of this story enabled me to test my recollection ability of what I watched and how easy I can remember an event that occurred. It also enabled me to be creative on writing a story. The major corrections done here mostly were on punctuations, sentences construction, and general flow of ideas to make the story flow chronologically. Observation is a skill that is of greater importance to a writer or student. An essay written about the Miami children’s hospital describes how the observer was involved in noting the behavior of patient’s parent, nurse and the child who was a patient. The writer describes the scenario as it is. This skill of describing a behavior requires detailed analysis of specific event without generalization. The details described make it provable by the presenter. My third essay was majored on contact with the situation or community around this enabled understanding of myself in relation to the community I interacted with an exemplary way of revealing yourself is by writing of how you became aware of something, how to gain a way of new world and a new

Culture and organisation (HR related) Essay Example | Topics and Well Written Essays - 3500 words

Culture and organisation (HR related) - Essay Example Hagan (1996) postulates that globalization has not only altered the nature and the intensity of competition but has had to dictate and shape organizations in terms of what consumers wants, how and when they want it and what they are prepared to pay for it (Hagan 1996:1). Arguing in the same light, Kanter (1995:71) on his work of "Mastering Change" stipulated that success in the present day business is not for those companies trying to re-engineer the way they do things, or for those fixing the past (Kanter 1995). To the researcher, trying to fix the past will not be an adequate response. Kanter rather argues that, success is based on an organisation's ability to create, rather than predict the future by developing those products that will literally transform the way the world thinks and view it self and the needs (Kanter 1995:71). Today, it has become quite eminent that, businesses and firms no-longer compete as individual companies but try to corporate with other businesses in their activities (Wu & Chien 2007:2). For example, the much sing song conventional vertical integrated company based business model is gradually being replaced by collaborative relationship between many fragmented, but complementary and specialized value stars and constellation (Wu & Chien:1). This paper examines the human resources challenges and cultural problems Mitsubishi Corporation currently face in the light of the global financial crisis. The paper is divided into four sections. Section one of the paper provides a brief overview of the activities of Mitsubishi Corporation. Section two of the report discusses the central issues to be addressed in this report. Section three presents the central problem and issues, while the last section of the paper suggested applicable solutions and improvement based on the problems identified in the first section. This section also presents pertinent recommendation and a way forward for Mitsubishi Corporation. 1.1 Overview of Mitsubishi Corporation Activities Mitsubishi Corporation is a Japanese based general trading Company with over 200 bases of operations in about 80 countries (Report 2008). According to the company's Report (2008), it activities are diverse and can be classified under seven business groups; industrial finance, logistics and development group, energy and business group; metals group; Machinery group, Chemical group and Living essentials group company (Report 2008). 2.0 Justification and Theoretical Framework to conduct this study According to Dwyer & Kemp (2000), organizational culture is a tool in the management strategic armory which appears to be invisible yet it influences "why" "how" "what" and "when" things are done in an organization (Dwyer & Kemp 2000) in other words "it is the way things are being done here" (Johnson 1992:28, Johnson & Scholes 1997:66). It has been argued by Dwyer & Kemp (2000) that most traditional approach to organisational strategy ignores an important and powerful

Economic History of Europe Essay Example | Topics and Well Written Essays - 2250 words

Economic History of Europe - Essay Example However, in the late 13 century the economy started to decline due to land shortages, overpopulation and depleted soils for food production and other agricultural activities. Conversely, the vast famine of the 1315-17 contributed immensely to the decline in economic growth and development resulting in stoppage of population growth. Agriculture also shrank further; profits declined as prices reduced in 1348 due to the Black Death outbreak in which almost half of the population of England was killed, thus plaguing the gains the economy had achieved further. England faced similar economic challenges just like the rest of Europe that were characterized by rapid inflation as a result of loss of real wages and an increase in New World golds. To understand further the how stagnant the economy of England was during the pre-industrial revolution era, the Malthusian theory of income determination cannot be ignored. In England, during the pre-industrial era, which was between 1200 -1640, living standards were dictated by the population (Nicholas and Steckel, 1991). According to Malthusian, decrease in population led to the increase in the per capita income in England. Malthusian also stated that the tradeoff between mortality rate and fertility rate determined the income in the pre-industrial economy. The model shows how the economy of England was, thus stagnant by the following assumptions developed by Malthusian (Galor and Wepl, 1999). The birth rate, mortality rate and the living standards among the ancient people were the three assumptions that Malthusian used to explain why the economy was stagnant. Birth rate increased the population in England, which in return led to the decrease in the living standards among the people (Galor and Weil, 1999). On the other hand, the death rate that resulted in the decrease in population, led to the increase and improvement in the living standards among the people in England. The three assumptions, which are also referred to

Reflection paper Essay Example | Topics and Well Written Essays - 1000 words - 12

Reflection paper - Essay Example The first week as an LPN was a little hazy having missed some of the induction programs due to some unavoidable engagements. However, on the reporting day I met the friendly and professional staff who took me to the units. The environment was challenging dealing with the middle-aged, the elderly and the dementia patients. A typical day while in shift, I was attending to an elderly man who had diabetes. We were just two nurses on the night shift. As I went round monitoring the patients and collecting data on the patients’ conditions, I noticed that a number of patients needed great attention but the elderly man was in a severe state. I became terrified and confused wondering where to start. I attended to the diabetic man and arrested the condition and decided to attend to the other patients. I didn’t even think of asking for help to save time but decided to try my best. Some of the patients could look at me with pleading eyes. I remember one patient who said that she had lost hope and felt neglected when she saw me pass her and attend to someone else. However, she admitted that I was not assuming her but had to attend to a serious case. Some of the patients also were not co-operating, and some could keep quiet completely when I question them so as to understand their health progress. Among the tasks, I was entitled to include personal hygiene duties such as brushing the teeth of the residents, bathing them, changing clothes, combing hair and shaving them. Toiletry duties such as assisting those who needed help going to the bathroom, changing bedpans and emptying catheters. In addition, I could do the monitoring of the respiration, blood pressure, temperature, oxygen levels and heart rates of the patients. Also inserting catheters, treating bedsores, giving injections, administering injections and changing bandages and developing care plans for the

Hash Functions and Authentication Applications Essay Example for Free

Hash Functions and Authentication Applications Essay Digital Signature or Public-key digital signature is a method of authenticating digital information comparable to common people’s personal signature on documents. The digital signature process is using techniques taken from public-key cryptography. Digital Signature is actually the output of public-key cryptography for signing and verification and is different from ordinary electronic signature like cable, telex, and fax. Since digital signatures are based cryptographic techniques, a digital signature should have the following properties. Digital Signature should be: not forgeable authentic cannot be modify after sending not reusable prevent repudiation The simpler properties are: AUTHENTICITY The importance of authenticity is to prevent authorized intervention. Using the public-key cryptosystems, the recipient will be confident that the sender is real and the message is valid. INTEGRITY Both sender and receiver will be confident that the message sent has not been altered during the transmission. The encryption ensures that no third party can view or read the message. NON-REPUDIATION Repudiation means the act of denying association with a message as in claming a third party sent it. This is true when a recipient of the message assert that the sender attach a signature to avoid any later repudiation. Digital Signature functions maybe possible using Direct or Arbitrated Digital Signature. The Direct approach relies only on communicating parties for their security using the public-key cryptosystems. The problem with Direct Digital Signature approach is the validation, wherein the security of the communication depends only on the sender’s private key. It means that when sender’s security is breach, the whole transaction fails. Furthermore, the sender can also use the repudiation excuse and say that the he never sent a message or say his private keys were forged or stolen. The Arbitrated approach is better, unlike Direct Digital Signature, This approach employ an arbiter to test the sender’s messages and signatures to verify its content and origin. The arbiter, when fully satisfied, stamp the message with date and sent it to its final destination. Arbitrated digital signatures can be implemented using conventional and public-key encryption. In a conventional approach, it assumed that sender â€Å"S† and the assigned arbiter â€Å"A†. Both arbiter and sender will now share a secret key, say â€Å"KSA† and later the recipient â€Å"R† will share secret key as â€Å"KRA†. The sender creates a message and computer it against its hash value M(H) then â€Å"S† submits the message to â€Å"A†. Arbiter will now decrypt the signature, check its hash value, validate the message, and send the message to â€Å"R†. Recipient decrypts the message and restores the original message (M). An arbitrated digital signature using public-key encryption has a different approach wherein the arbiter cannot see the message. At first, the sender â€Å"S† encrypts the message with its own private key and encrypts it again with the recipient â€Å"R private key thereby producing a secret signed message. This signed message will be encrypted again with the senders ID, together the message will be sent to the arbiter. The inner double encrypted message is secure from the arbiter and from anybody except the recipient. The arbiter can only see the outer messages to check the origin of the message and ensure that the sender private and public key is still valid. A replay attack is a type of network attack where valid data transmission is maliciously or fraudulently repeated or delayed. It can be the originator itself or an adversary who intercepts the data and re-transmits it. A simple replay attack immediately sends the same message soon enough that it will arrive within the recipients’ window. A suppress replay attack is when an attacker breach security by initiating a message interception and withhold it for future replay. The attacker will wait for the proper time to effectively replay the message without detection from the recipient. References: Data Security 2003, â€Å"Digital Signatures†,[online], http://www. cs. uku. fi/~junolain/secu2003/secu2003. html#digital Wikipedia, â€Å"Digital Signatures†, [online], http://en. wikipedia. org/wiki/Digital_signature Wikipedia, â€Å"Replay Attack†, [online], http://en. wikipedia. org/wiki/Replay_attack

Identify the cohort group Essay Example for Free

Identify the cohort group Essay I belong to the Cohort group called the Boomers. I am a loving mother of two kids, who wants to see and wishes my children to graduate from college. I am not just a full time student, but also a full time employee for a school system. I am a real diligent student who wants to finish school in the next three years, even if working hard as an employee only earns me a little more money, just barely enough for my family’s living. I do value health very much and wishes to have a peace of mind. When it comes to working, I never waste a minute and I see to it that I am always on time. Greeting my team members is a must for me and having a personal interest in their welfare is also important for me. This probably has something to do with my instinct or feelings as a mother. My family strengthens me to work harder and gives me the enthusiasm when it comes to understanding and helping others. I am a hard-worker that I always have the strength to do my tasks as an employee and as a student, even if I just finished doing all the household chores. My good and strong educational background reinforces me to be dependable. You can always count on me whenever you have problems or worries, whether it may be about work, family, education or other personal issues. I am honest and trustworthy when it comes to issues and relationships that a lot of my co-workers and fellow students confide in me with ease. I wish to be successful not only as a mother, a student or a worker but an individual as a whole. I expect my work values to incorporate more balance when it comes to my work and personal life, though giving priority to my family more would also be possible and acceptable for me in the future. I also expect my work values to be flexible and be enhanced further to work out any obstacle that I might encounter in the next five or ten years. Reference: Miller, G. (1998). Handbook of Research Methods in Public Administration. New York, USA: Marcel Dekker Incorporated.

Foucaults Analysis Of Power

Foucaults Analysis Of Power For Foucault, knowledge ceases to be about liberation and becomes a mode of surveillance, regulation and discipline. Examine this statement in relation to Foucaults analysis of power. The issue of power is a topic which has perplexed not only many Sociologists, but certainly many scholars within the field of Philosophy, Psychology and indeed many others. The Sociologist most noted with this theory is Michel Foucault. Foucault gave a comprehensive and in depth analysis of power, which we will discuss later. However, before we do, we must look at the life of Foucault, as to gain a better understanding of his works. Paul-Michel Foucault, a French Philosopher, Historian and Sociologist lived from October 1926- June 1984. He held the title History of Systems of thought at the notably prestigious College de France, as well as lecturing at the University of Buffalo and the University of Berkley, one of Americas most famous institutions. He refused time and time again to call himself a post-modernist, although he was highly influenced by post-modernist thought. He is most publically recognised for his critical studies of Social Institutions, with particular emphasis on medicine, psychiatry and the human sciences. His work on Power, Knowledge and Discourse has become the topic of much discussion, and has been taken up by many other key thinkers. During the 1960s, Foucault was associated with the structural movement, however he tried to distance himself from this. He preferred to think of himself as a pupil forwarding the Enlightenment views of Kant, trying to show that a side about individual liberty could be applied to improve the Enlightenment theory. According to Giddens, The study of power- how individuals and groups achieve their ends as against those of others- is of fundamental importance in Sociology. Classical thinkers, such as Karl Marx and Max Weber, placed importance on this theory, with Foucault building upon their foundations of theory. Unlike many before him, Foucault saw power as not being concentrated in the hands of the few in one place. Foucault showed in his complex writings that power could be found in all social relationships and not just in the hands of States. However, much of his work is spent showing the ways in which the States exercise their power over the populations. For Foucault, power is ultimately linked with knowledge; they exist because of one another. Therefore, the States power then extends from the development of new types of Knowledge. With the emergence of these, society is able to collect more information about the population and thus control it better. Power, however, whilst restricting people, can also enable them to do things. Power can also only operate if society has a certain amount of freedom, as society tries to restrict, people often try, and succeed, in slipping from its grasp. Foucaults early work on Madness and Civilisation (1967) described how, by the Eighteenth Century, unemployment, poverty and madness started to be seen as social problems by the States. Before this, the mad were free from state intervention, and were allowed to wander as they liked in rural areas; or they were put to sea in ships of fools. However, these became replaced with areas of confinement, such as madhouses, where they became isolated and separated from the rest of civilisation. According to Foucault, this was due to the European culture with a sense of responsibility for these social problems. A duty of responsibility was formed for the mad. However, by the 19th Century, these methods of separating groups was seen as being a mistake. New methods were developed to separate the different groups. Psychiatry began to take off, and became a new means by which to categorise people, for example, as being mad or suffering from some form of illness. As this happened, the discourse of the social sciences came to be involved in power relationships. Maden Sarup (1988) argued that the term discourse as used by Foucault, meant practices that systematically form the object of which they speak. According to this then, the development of psychiatric theories created mental illness. It was a discourse used to control certain groups within the population. This technique became crucial in the States gradual development of administration. The term administration allowed monitoring and possible control over people and their behaviour. However, according to Foucault, it was not just a straight forward power held by the state. Rather, it allowe d power relationships on an individual level, for example, between a psychiatrist and a patient. In Foucaults later work, Discipline and Punish (1975), he explored these themes in much more depth. Foucault begins with a very gruesome account of the public execution of Damiens in Paris, 1757. He was, in todays terms, tortured. However, Foucault makes the point that by the late 18th Century the use of public punishment began to dwindle. Punishment became private, rather than public, with the use of better, more efficient methods, for example, hanging. This also saw the implementation of more prison sentences. They obey a strict regime of work, sleep and education. According to Foucault, these changes involved a shift in the practices of punishment. Before the use of prisons, the main focus of punishment was on the pain inflicted to the body. However, the use of prisons focused on punishing the soul. It was to do with a loss of rights now, for example the right to freedom. The almost guarantee of being caught was meant to deter people, rather than the fear of public humiliation whi ch thus had failed. This new method was intended to offer reformation rather than to make the offender suffer. There was, as Foucault made clear no absolute shift in punishment methods, as capital punishment was, as is, still practiced. However, there was a definite shift to the latter method from the former. A change in what exactly was being judged also occurred. Before, it was the act being judged, whereas now it was the type of person they were. Extenuating circumstances were now taken into account. The level of punishment now focused on the motivation behind the crime. As Foucault stated, The question is no longer has the act been established and is it punishable? But also: What is this act, what is this act of violence or this murder? To what level or what field of reality does it belong? These questions could only be answered by a range of specialists, for example, psychiatrists and psychologists. Control became fragmented in this specialist knowledge. Foucault claims A corpus of knowledge, techn iques, and scientific discourses is formed and becomes entangled with the practice of the power to punish. Even as the state developed methods to control people, it gave power to the experts who had the knowledge, thus again proving the link between knowledge and power. However, with the exercise of power and knowledge relationships, Foucault makes the important point that they are not entirely negative. There also exist positive responses to them. It can allow certain things to be achieved. The example Foucault uses is the motivation of workers to become better and improve the labour power that societies may require. Moreover, power is not something possessed by individuals, power is exercised rather than possessed. Also, power can only be used when people have a choice about what to do; and Foucault makes the point that there are extremely few occasions when people will have no choice. Someone would be able to resist by possibly committing suicide, or killing the other, (Foucault 1988). Therefore, it is always possible to resist those exercising power, the result, however, produces an element of uncertainty. Power has the ability to be reversed. He argues à ¢Ã¢â€š ¬Ã‚ ¦the fact that I am older and that at first you were intimidated can, in the co urse of the conversation, turn about and it is I who can become intimidated before someone, precisely because he is younger, (Hindess, 1996). In his work on discipline, Foucault again states that power and knowledge are inseparable, We should admit that power produces knowledgeà ¢Ã¢â€š ¬Ã‚ ¦ that power and knowledge directly imply one another; that there is now power relation without correlative constitutions of a field of knowledge, now any knowledge that does not presuppose and constitute at the same time power relations. Thus, it becomes possible to resist the exertion of power by challenging the knowledge on which it was based. For example, a patient may question a doctors diagnosis, thus challenging the knowledge and overcoming the power of the doctors expertise. Because each implies the other, power relationships can be seen in all aspects of society. They are not just seen between State and citizen relations, or between classes. Therefore, for Foucault, Marxism is too limited as it only focuses on the power relationships between classes. As the same, Pluralism only focuses on state exerted power. They are inadequat e as they are too narrow, and fail to look at the everyday interactions of people and the commonly used discourses involved therein. Foucault does not believe that power and knowledge is not exercised by the state alone; however that does not imply that he feels they are absent from the state either. Attempts are continually made by Governments and other bodies to control and manipulate behaviours. Sophisticated techniques can be developed to do this, although they are never entirely successful. In his text, Foucault enters into extreme detail about the ways in which states oversee activities involving power and knowledge. He discussed the English philosopher Jeremy Benthams prison design, the Panopticon. It was never fully used, although pieces of the design were incorporated into prison construction. The main feature of this design was a central tower. It allowed the guards to see into any cell at any given time. Back lighting would mean they could observe without the prisoners knowledge; thus forcing them to never misbehave, as they would never know if a guard was looking at them. They would have discipline enforced upon them. For Foucault, discipline was an important feature for modern societies. Surveillance techniques, such as Closed Circuit Television, or CCTV, were used to observe peoples behaviour in public places, thus encouraging a strong regime of self-discipline. People then began to grow accustomed to control their actions, whether being observed or not, the fear was enough. Discipline therefore gives people the power to regulate their own behaviour. This is based on Foucaults notion that we all have a soul, and this can be manipulated. However, what Foucault calls a soul being manipulated, some may argue that it is, in fact, a psychological technique, thus taking the power away from the state and back to the expert psychologist. This notion is more effective, however, than simply inflicting pain. You do not punish the body; rather you produce docile bodies which pose no threat as they are self-disciplined. Discipline plays an important in Governance, however it is also found in many other organisations, and is never truly successful. According to Hindess (1996), the suggestion is, then, that we live in a world of disciplinary projects, all of which suffer from more or less successful attempts at resistance and evasion. The result is a disciplinary, but hardly disciplined society. For Foucault, government goes beyond the activities of state. The pupil who misbehaves or the patient who denies the diagnosis are as much a feature of modern societies as the docile body of a disciplined citizen. In conclusion, Foucaults work provides significant insight into the nature of power. He succeeds in showing how power and knowledge are connected closely. He also shows how power is found in other social relationships other than what involves the government, and demonstrates how power is never likely to be absolute. Furthermore, he successfully shows how people will try to evade any exertion of power onto them. His work is much more subtly done than the theory of some Marxists and Pluralists. However, it can be said that he fails to take into account the importance of some of these theories in relation to power. He neglects the view that power can be exercised in the field of economics, and also neglects the power that the military can exercise. Moreover, Foucault at times seems to contradict himself. He claims that the Governments have an increased ability to surveil and regulate the citizens. However, he then says that power can be exercised when we have some freedom, and that resistance is impossible. These statements would seem to be at opposite ends of the pole. Furthermore, Foucaults definition is much different than that of, for example, the sociologist Max Weber, who asserts that power is exercised because we do not have freedom to act as we chose to do rather than as we are told to do. However, Foucault does certainly offer an alternative idea which is provocative in the field of research. He uses a very intriguing analysis of how States develop techniques of social control.

Bill Gates: One of America’s Greatest Essay -- Biography, Bill Gates

When people think of a hero they think of Superman, Batman, or Spiderman, but what they should think of are people that make difference. Bill Gates has made a huge difference in today’s world; he is an extremely successful entrepreneur, an active philanthropist, and a very motivated person in general. With this motivation he has and will accomplish anything he puts his mind to. He was CEO of Microsoft and became the richest man in the world. He also created one of the most credible and generous charitable organization in the world. As a positive influence on today’s world, Bill Gates has proven himself as person with his good work ethic, positive attitude, and great accomplishments. To become one of the most influential people in the world, Gates had to have the work ethic and determination to get there. With great work ethic he started, as a child, with debugging computers for local people in his town (â€Å"Gates, William Henry, III† 1). This also started his love for computers, and as he researched and started figuring computers out he became more skillful with them. After he started debugging computers, he began to dabble in writing software programs, his first program that he and his friends made was a computerized payroll system for his high school (â€Å"Gates, Bill† 1). He and his friends then proceeded to make more complicated programs, such as Traf-O-Data, which was a traffic counting program that Gates and his partner Paul Allen sold to the city they lived in for $20,000 when they were just fifteen years old (â€Å"William H. Gates† 1). Another activity that Gates and his friends used to enjoy was going through their local software company’s garbage, looking for discarded software programs. When they found these progra... ... caring he is; he donated much of his money to save millions of lives so to make the world a better place. People look up to him for many things, but this is the most noble and beneficial, which turns an influential person into a quintessential role model for millions of people. Bill Gates, a positive person and role model, has done much for this nation and world with his motivation, ability to learn, and positive attitude. He is one of the most successful people alive because of all that he has achieved, and all that has done. As a child he was just as motivated, with his software engineering and business savvy, as he is as an adult today. He has achieved so much, the status of entrepreneur, business man, and philanthropist. He continues to surprise the world with his accomplishments and will not stop; he is someone to look up too, a modern day hero.

What is Soul Food? Essay -- Expository Culture African American Essays

What is Soul Food? All ethnic groups have their own language, food, and way of living. Some can even call their food, â€Å"soul food.† Soul food can be described as â€Å"food made with feeling and care,† but in America, soul food simply refers to African-American cuisine (A History of Soul Food). In Imamu Amiri Baraka’s essay, â€Å"Soul Food† he describes how shocked he was to read an article that stated how â€Å"African-Americans have no language and no characteristic food.† So he argued against that supposed fact. I too was shocked and am agreeing with Baraka’s argument. African-Americans have had soul food for hundreds of years, if anything that is all they have ever had. Since slaves had no control or choice in life, cooking became a way to express feelings, share love and nurture family and sorrow (Helton). Soul food is more that just food; it is history, tradition, and family. Soul food dates back to the early 14th century during the time of African exploration. When Africans became slaves in America, they had to make do with the ingredients that were given to them (A History of Soul Food). Their meals of fresh vegetables that they were used to were now being replaced by the thrown away scrapes of food from the plantation house. Not long after, slaves began to refer to their food as â€Å"good times† food because after working long hours in the field or in the house, the evening meal was a time for families to get together (A History of Soul Food). During the meal, elders passed down oral history to the young ones and family and friends came to visit. Soul food was hearty nourishment that met the intense labor needs of working long days (Helton). Decades later, during the Civil Rights Movement of the 1960s, terms like â€Å"so... ...It is the greatest feeling. When I hear the words â€Å"soul food† I immediately think of the history, the traditions, and my family. On the other hand, those people who are not familiar with these terms; they consider it to be just food. Sure you might also think of hushpuppies, fried chicken, collard greens, grits and ribs, but do you know how and why they came about. Not many actually do. As Baraka concluded his essay he stated, â€Å"I guess a square is somebody who’s in Harlem and eats at Nedicks.† I can also agree with that statement. I can see those same squares everywhere else in America; they eat at McDonald’s. Works Cited 1. A History of Soul Food. 13 March 2003. http://www.foxhome.com/soulfood/htmls/soulfood.html 2. Marilyn Helton. Soul Food History. 13 March 2003. http://diabetes.about.com/library/blfoodforthought/ucTSsoulfooda.htm

Is the story Daughters of the late Colonel more comic than tragic Essay

Is the story Daughters of the late Colonel more comic than tragic for the reader overall? Be sure to comment on Mansfield’s use of language. The story â€Å"Daughters of the late Colonel†, written by Katherine Mansfield takes place during Victorian times, based around two sister’s whose father had recently died. Mansfield describes the struggles of these two women as they try to express their femininity and overcome the barriers of etiquette and the presence of their father, whom they feared. The story ends as the sisters Josephine and Constantia attempt to break free of their suppressed world but fail to, thus ending the story in tragedy. Despite this the path leading to the tragic ending is riddled in humorous moments. Therefore it might be said about the story that it is more comic than tragic for the reader. Mansfield often uses humor as a technique to reveal the darker, suppressed side of the two sisters and she often does it subtly. A casual reader might never discover this area of the story. It is as if Mansfield employs comic moments as a mask to cover the tragedy of the play. On one occasion Constantia is worrying about an imaginary mouse: â€Å"A spasm of pity squeezed her heart. Poor little thing! She wished she’d left a tiny piece of biscuit on the dressing table. It was awful to think of it not finding anything. What would it do?† The way Constantia exerts herself is simply pathetic. The reader is amused at her antics to attempt to bring the mouse some food. This obsession with detail is further emphasized with the rhetorical question at the end of the quote, as well as the phrase: â€Å"poor little thing!†- it’s short length and exclamation mark emphasizes its importance, and the use of â€Å"poor... ...ephine was silent for a moment. She stared at a big cloud where the sun had been. Then she replied shortly, â€Å"I’ve forgotten too.†Ã¢â‚¬  During the final section, the sun represents their chance for freedom. â€Å"Golden rays† symbolized the richness and exiting new life which they could have taken. Yet, the whole new path the sisters might have taken was blocked out, symbolizing the cloud. It is thus that the story ends in tragedy- the sisters fail to break free, and remain stuck inside their self-imposed world. Their late father’s influence is too great for them to overcome. In conclusion, it may be said that the story is both a comedy and a tragedy. However, because Mansfield cleverly disguises the tragedy to blend into hilarious moments the reader gets an overall sense of comic fun. Therefore, Daughters of the Late Colonel is more of a comedy than a tragedy.

Cement Industry Essay

In today’s world of rapidly increasing competition, firms are selling goods and services through a variety of direct and indirect channels. In mass advertising, marketers are exploring new forms of communication, such as experimental, entertainment and viral marketing. Creative Advertising is the means to break clutter in such new forms – it helps Differentiation, Recognition, Recall and Persuasion in an effective manner. Creativity in advertising involves disciplined thinking and requires the creative person to think differently within specific constraints. The advertisement project is a complex exercise that that consumes a lot of effort, cost and time from different experts in the team which requires every part of the project process to be well-studied, documented and well planned. A lot of research needs to get conducted about the audience, product and media of the advertisement. Increasing sales is not the only goal of the advertising decision and could also involve introducing a new product, delivering the product message, etc. The most important aspect of the creative advertising process is the idea and the creative concept. Advertisers use different ways of thinking via several types of creative strategies to promote publicity, public relations, personal selling and sales promotion. One such creative advertisement campaign is the Vodafone’s ZooZoo ads which caught the fancy of the consumers and helped the company develop its own entity in a splendid and innovative manner. The advertising landscape has experienced dramatic change over the past several years and as the advertising medium gradually shifts to the digital platform, agencies are finding new ways to connect with the customers and build their brands. This media confluence is one of the foremost challenges of creative advertising as the advertisers have to reinvent the mass message model, help consumers tell stories, play in an evolving arena and develop talent with creative vision. INTRODUCTION Advertising has long been viewed as a method of mass promotion in that a single message can reach a large number of people. But, this mass promotion approach presents problems since many exposed to an advertising message may not be within the marketer’s target market, and thus, may be an inefficient use of promotional funds. However, this is changing as new advertising technologies and the emergence of new media outlets offer more options for targeted advertising. Advertising also has a history of being considered a one-way form of marketing communication where the message receiver is not in position to immediately respond to the message. In fact, it is expected that over the next 10-20 years advertising will move away from a one-way communication model and become one that is highly interactive. Another characteristic that may change as advertising evolves is the view that advertising does not stimulate immediate demand for the product advertised. That is, customers cannot quickly purchase a product they see advertised. But as more media outlets allow customers to interact with the messages being delivered the ability of advertising to quickly stimulate demand will improve. It is estimated that worldwide spending on advertising exceeds (US) $400 billion. This level of spending supports thousands of companies and millions of jobs. In fact, in many countries most media outlets, such as television, radio and newspapers, would not be in business without revenue generated through the sale of advertising. Most organizations, large and small, that rely on marketing to create customer interest are engaged in consistent use of advertising to help meet marketing objectives. However not every advertisement achieves its objective as the consumer is subjected to innumerable ads daily in newspapers, television, billboards, websites, etc. Therefore those Ads which catch customer’s attention have something unique which makes then interesting and unforgettable. The majority of copywriters agree that creativity is extremely important in ads and it usually works more effectively in catching the interest of people/customer than all other techniques put together. The originality of the idea or ad makes it more recognizable and is able to beat the competition. Creativity is the marriage of imagination and execution, thinking and doing. Creativity in the context of today’s world is underpinned by the fact that almost anything is possible given technology and platform advances. Technology is changing behavior, but ideas and how we tell the stories are everything – this is how we influence behavior. It’s about the idea and the story, not simply the devices or technologies, which create great and enduring ideas and are the hallmark of Creative Advertisements. ABOUT ADVERTISING Definition of Advertising: Advertising is defined differently by different authorities and the institutions dealing with the subject of advertising. The American Marketing Association defines advertising as â€Å"the placement of announcements and persuasive messages in time or space purchased in any of the mass media by business firms, nonprofit organizations, government agencies, and individuals who seek to inform and/ or persuade members of a particular target market or audience about their products, services, organizations, or ideas.† Purpose of Advertising: Through advertising, one can disseminate the message very effectively. Within few seconds the message can be disseminated to masses. The basic purpose of advertising for commercial advertisers is to identify and differentiate one product from another in order to persuade the consumer to buy that product in preference to another. Non-commercial advertisers (political parties, interest groups, religious organizations and governmental agencies) use advertising to educate people for their cause. Major Decisions before committing for any advertising campaign: Like other area of marketing management, decision-making is necessary in advertising. This relates to 5Ms – mission, money, message, media and measurement. Mission: What are the advertisement objectives? Decision in regard to mission is a basic one as other decisions are to be adjusted as per the mission or objective or purpose of advertising decided. It can be: Introduction of new product or service, or information about new features, repositioning of the brand or just reminder campaigns etc. Money: How much money to be spent. Advertising is costly and companies have to spend billions of dollars for this purpose. Advertising objectives determine the required budget. Message: What is the message to be sent? Positive results depend on message. It should be attractive and meaningful. It’s the job of the creative copywriters and artists. Message can be communicated by written words, pictures, slogans and so on. Media: What kind of media to be used. Selection of media depends upon cost, coverage, effectiveness and budget in hand. Wrong decision on media may make advertising ineffective and money spent will be wasted. The steps here are deciding on desired Reach, Frequency and Impact. Measure: How are the results to be determined? Evaluation of advertisement in order to judge its effectiveness. The post advertising sale is one major consideration. The other consideration is visibility of the advertisement. Steps involved in influencing customer decision: There is a very famous principle in ad world called as AIDA principle, which describes the steps that a prospective customer goes through before deciding to buy. AIDA stands for A- Awareness, I- Interest, D- desire and A- Action. Awareness – Ad should surprise the customer. Interest – This is usually where benefit phrases come heavily into play. Desire – Third step, customer realizes that product is good and beneficial. Action- The fourth stage occurs when the prospect decides to take Action and become a customer. HISTORY OF ADVERTISING History of ads can be traced back to 3000-4000 BC. There are signs that Romans used to announce gladiator fights by painting on the walls. Egyptians used papyrus to make sales messages and wall posters. Commercial messages and political campaign displays have been found in the ruins of Pompeii and ancient Arabia. Lost and found advertising on papyrus was common in Ancient Greece and Ancient Rome. Active advertising in print media started in late 19th century. 20th century has witnessed evolution of advertising through various media. The concept of creativity in advertising was not discussed much until the 1960s, when a sea change in the way of producing advertising transformed the field forever. The central feature of this Creative Revolution was that creativity came to be valued over the formulas and research that previously drove the production of ads. Creative teams, a mainstay of nearly all agencies since the 1960s, did not exist prior to that time. The reigning paradigm was reason the why advertising that spoke to consumers in terms of unique selling propositions (USPs). The Creative Revolution changed not only the ground rules for making advertising, but also the kinds of people who were recruited into the business. The preeminence of creativity over formulaic advertising was strongly articulated and the effect was to place creativity before the other services of an advertising agency – market research, media analysis, and other support functions. CREATIVE ADVERTISING To really stand out in the crowd, an ad concept has to be really out of the box, something that intrigues an audience or at least make them look twice. There is no second chance at making a good first impression. With both online and offline advertising you only have seconds to catch the attention of your consumers. If that doesn’t happen, your ad campaign is considered a failure. Today’s advertising message must be better planned, more imaginative, more entertaining and more rewarding to customers. Inclusion of creative ideas (original, novel, out of box and useful ideas) in the ad campaign is called creative advertising. Creative advertisements are made not only to sell the product but to entertain the target audience. Creativity in advertising does not arise in a vacuum; it requires a certain degree of both general knowledge and field-specific knowledge. This is clearly true if we think of creativity as a form of innovation – we cannot know what is novel without a sense of what is already known in any area. The ad’s impact depends not only on what it says, but often more important, how it says it – execution is decisive and this is the crux of Creative Advertising. TYPES OF CREATIVE STRATEGIES Creative Strategies are used in order to obtain consumer attention and provoke shoppers to purchase or use a specific product. Creative Strategies promote publicity, public relations, personal and sales promotion. Creative strategies are divided into three basic forms: Weak Strategies: Generic and Pre-emptive strategies describe the two weakest forms of advertising that were most popular through the 1940s. A generic strategy gives a product attribution. Consumers aren’t learning anything new about the product. It enhances the product in no other way. A pre-emptive strategy is a form of advertising that makes a generic claim stronger. Middle Strength Strategies: Unique positioning and Brand Image are the two types. This proves that something about your product is truly unique. This is commonly found when producers take an average product and add a new, unique element to it. In brand image, an advertiser is not trying to create rational thinking. This type of advertising strives to create emotion and give a brand a personality. A common way of doing this is by using a celebrity as a spokesperson. Strong Strategies: Affective and resonance advertising are the two types. Making people feel really good about a product is called affective advertising. This is difficult to do, but often humor and an honest character can make affective advertising possible. Resonance advertising is a way of identifying with consumers. If an advertiser can create a campaign that certain target markets identify with, then resonance advertising has been achieved. FUNDAMENTALS OF CREATIVE ADVERTISING The Fundamentals of Creative Advertising provides an understanding of how to create and produce ad campaigns. The focus is on the various media available, the thinking and planning behind the campaign, the creative brief, and the creative solution and execution of the ad campaign. Market research underpins virtually all of the decisions made at the campaign planning stage. Through market research both the client and the agency are better able to understand the marketplace, identify and profile the target audience, test their creative ideas, choose the most appropriate media form and, finally, evaluate the success of the campaign. The client will normally provide basic and initial research about the target market and audience in the client brief, which is then supplemented by research undertaken by the agency. Having received the brief from the client, the creative ad team must now take all the knowledge that they have and use it to develop a campaign that will meet the requirements of the brief. They need to look closely at all the information they have been given and understand what it really means. The creative ad team must also identify any gaps in their knowledge that can be filled through market research. The Creative Brief: Role of the brief: A creative ad team will transform a client brief into a creative brief. Together they will develop an advertising strategy based on the information supplied in the client brief and the supplementary research undertaken. The campaign strategy is then articulated in the creative brief, which is approved by the client. Developing the brief: Before the creative brief can be formulated, the objectives of the advertising campaign have to be identified, together with a strategy for achieving those objectives. It is important to remember that the advertising medium itself is only one part of the communication strategy, which in turn is part of the overall marketing strategy. As such, the broader marketing strategy has to be considered before the creative brief can be formulated. The Creative Concept: The creative team: At the heart of every successful advertising campaign is the creative concept. The task of having an original concept, and a range of ideas allied to this concept, is in the hands of the creative team. The best creative teams have the capacity to be both original and fluent when it comes to generating such ideas. In other words, it is not just about having a novel idea†¦it’s about having lots of them! Research and Familiarization: The way the creative brief is written and its content can be an important trigger for your ideas and will also provide an important point of focus in terms of advertising objectives; who you are talking to, what you want to say to them, and how you want them to respond. For this reason it is best to keep referring back to the brief every so often during the creative process to make sure that you are staying on track. Idea Generation (Ideation): The secret to having good ideas is to have lots of ideas to choose from. The more ideas, the greater the chance, that there will be few ‘winners’ among them. Quantity equals quality, so don’t hold back and pre-judge your ideas, just have lots of them – the wilder the better! Wild ideas may be unusable in their raw state, but they can provide a springboard to a better idea as they can help you to see things from a different perspective. Once the basic campaign concept for the advertisement has been formulated and agreed by the client, it’s down to the creative team to coordinate its execution. In traditional creative partnerships, the copywriter will write any body copy so that the message is conveyed in a punchy and memorable way, using the correct tone of voice to evoke the right mood or provoke the desired reaction. The art director will be responsible for ‘crafting’ the advertisements – making sure that they look visually strong and have a consistency of layout and composition across the campaign. Crucially, they must also exude and reflect the brand values. EXAMPLE OF A CREATIVE ADVERTISING CAMPAIGN Creative ad campaigns instill a sense of awe and marvel in the people they target. They cause us to stand back and wonder, â€Å"How did the brand even come up with that?† When a brand gets an ad campaign right, they stand out amongst the myriad of typical, hackneyed, and lackluster ads that bombard us daily. Just like the Vodafone ZooZoo ads. Vodafone is known for its unique advertisement campaign such as pug, happy to help service and the â€Å"ZooZoo† advertisement campaign. As Vodafone was a new brand in India, it had a challenging task to develop its own entity. The previous name of this Indian company was associated with a pug. Vodafone decided to come with a new persona for itself, so the people of the country can associate it with the company. The company came with a brilliant persona for itself, which was very apt for it, The â€Å"ZooZoo†. With 25 such commercials planned, releasing one a day, to sustain interest till the end of the IPL SEASON 2.HaritNagpal, chief marketing officer, Vodafone India explains, â€Å"†¦the brand was in need of an idea that would work doubly hard, as it was planning to spend some four months’ worth of marketing monies in one month†¦Ã¢â‚¬  ZooZoo are advertisement characters promoted by Vodafone during the Indian Premier League Season 2. O&M experimented with several characters and finally â€Å"ZooZoo† was born as a completely Indian concept. The name had to be catchy, funny and memorable, though the name actually never pops up in any of the communication. Zoozoos are white creatures with ballooned bodies and egg heads who were used to promote various value added services of Vodafone. Each ad used a story which was enacted by the Zoozoos. These ads though look animated are actually real humans in the ZooZoo costumes. The ZooZoo advertisements were created in South Africa by Ogilvy & Mather, an international advertising, marketing, and public relations agency and Nirvana Films. Ogilvy &Mather were asked by Vodafone to create a series of 3D advertisements which could be aired each day during the IPL Season 2. They spent near Rs. 30 million to make these advertisements. The campaign created the buzz both in the traditional media as well as in social networking sites like Face book and Twitter and video sharing website, YouTube. Zoozoos are part of a unique and innovative advertisement strategy aimed at outdoing the strategies of Vodafone’s competitors. By the means of ZooZoo, Vodafone has tried to represent an image of the urban common man who is the main drive force behind the increased usage of telecom & VAS services in the tele-communication industry. Through ZooZoo characters they have tried to showcase how the various offers by Vodafone can be useful for an urban common man. What Vodafone did was they projected the usage of their VAS services through various advertisements based on different themes as per the product (VAS) that they were offering. The various services offered by Vodafone such as chota recharge, group SMS service, busy alert service, fashion tips, recharge anywhere, bhakti songs, stock alert, voice SMS etc were shown to the viewers not by normal advertisement ways but through some funny & catchy ZooZoo ads which were successful in immediately drawing the attention of urban population including all age groups. Each of the advertisement was specific to one particular VAS service & revolved around the same to make the customer understand the service. Because of the uniqueness & attractiveness of these Zoozoos, Vodafone was able to draw the attention of the audiences quickly towards these ads which became soon very popular & thus the VAS offered by Vodafone. The success of ZooZoo is the success of minimalism and simplicity. As a part of a unique and innovative advertisement strategy which was being tried for the first time in India, the ZooZoo also generated tremendous mass appeal through the internet. The ZooZoo campaign has been able to generate a lot of curiosity among the viewers. The fan club of ZooZoo touched to several million and various interactive quizzes came up in these days as evident in the wallpapers and screensavers in the cell phones. All these transformed into a great viral marketing event. Another important advantage is that it involves very low cost in the implementation of the ZooZoo campaign and this amount as compared with the benefits it generated was infinitesimal. There is no celebrity required as a brand ambassador, unlike the campaigns being run by its competitors like Airtel and Idea, which resulted in a dual advantage. ZooZoo advertisements helped Vodafone increase its customer base by 3.8 % in the 1st quarter of 2010. The reason behind the Zoozoos becoming so famous is its familiarity with the cartoons which people used to watch as kids and invokes pleasant memories and fantastical world people used to live as children. It also does not produce bias of any kind (class, creed, religion etc) and hence this advertising strategy of Vodafone has been able to capture the imagination of millions across the country. The ad campaigns have given Vodafone a new look that will go a long way in further improving its brand image. The commercials have hit the Indian market like storm and will now probably go into history as one of the most brilliant advertising idea for the industry and the results it achieved are instructive for marketers and advertising agencies. Vodafone has benefited immensely from this campaign as the Zoozoos have become a brand in themselves. The creativity in the advertisement campaign caught the attention and fancy of the consumers, aroused curiosity, told stories and made people retell the story. In their remarks about the brand, the campaign achieved a remarkable success. We are all familiar with the standard measures of advertising effectiveness — memorability, message comprehension, persuasion and likeability. However, getting people to talk and discuss the advertising gives it a multiplier effect that helps to reach and impact more people than before. As the media gets more cluttered and expensive and viewers get cynical about the message, there is a need for advertising to be spoken about to make the brand and it’s messaging more impactful. It is not just traditional 360 degrees integrated communication by using multiple media to bombard the consumers with the message. Rather effective advertisement is all about developing creative content that naturally lends itself into being talked about and thus gets present in multiple media. CREATIVE ADVERTISING IN DIGITAL WORLD As consumers spend more time online, they have more control over traditional advertising vehicles, and chose to create and share their own content. As a result, some advertisers are evolving to a confluence culture where traditional methods of work must adapt to embrace the new reality of interactive content, emerging media, and production/consumption methods. Confluence culture thus suggests that agencies as units and the advertising profession as a whole face numerous challenges to their traditional ways of operation as they grow and morph and react to cultural shifts, particularly when it comes to creativity and ideas. Interactive creativity is built around engagement, and it recognizes that people are inherently social and look to create and maintain relations not only with other people but also with brands. Brand stories, both in traditional media and online, provide ways for advertisers to engage consumers more deeply with their brands. An engagement perspective changes the view of a brand from a transactional perspective, in which a brand addresses a transient need, to an interactional perspective, by which the brand story becomes part of a person’s own story about him or herself. The act of consuming media online has become synonymous with the act of producing media. Many online users are not content with accessing and viewing or listening to content from established sources; rather, they want to interact with message content by adding to it or repurposing it for new and different uses. Some traditionally closed models of information distribution (e.g., Web pages) therefore have given way to new, open models. These new systems, including the social media sites Facebook, MySpace, and YouTube, enable consumers to distribute content that they create. Interactive creativity therefore involves providing consumers with the tools they need to be creative themselves. To promote its new line of coffees, McDonald’s developed a site where visitors could create their own coffee ring snowflakes. On the CNN site, consumers can select news headlines to make into t-shirts, branded with the CNN logo. In each of these settings, the brand becomes the base for the creative product, and the time spent on the sites during the creation process allows brand registration to occur. Participation suggests that brand stories actually are created and disseminated in a partnership between advertiser and consumer. Leaders in the confluence culture will be those creative strategists who have an understanding of all aspects of the advertising process and use creative skills to solve brand problems. These individuals-nimble, digital, and prepared for new challenges will be able to consider the stories people tell, craft resonant brand narratives, and help clients use these stories to connect people to brands in new and exciting ways. Agencies embracing the creative strategist approach will be poised to provide outstanding messages for clients, protect against economic downturns as clients embrace the value of such messages, and find even more innovative ways to communicate. CONCLUSION Creative Advertising comes with its own set of challenges, particularly when it comes to harnessing the power of creativity so that the message gets conveyed in an appropriate manner keeping the holistic vision of the brand into context. The real success of an ad campaign for its creativity can be measured by evaluating the sophistication level of below parameters: * Time and Space consumed * Superiority over competition * Distinguish Products * Influence customers * Was it Eye Catchy * Relate with the Values of Target Audiences Advertising is an exciting field and the industry is constantly changing to provide new challenges and creative problems to solve. The true test of creativity is the ability to adapt to change, and consistently find new and original solutions. Advertising is likely to play a crucial role in marketing products and services for the foreseeable future, but the opportunities offered by new technology and media provide a much broader canvas for advertisers and creative teams. REFERENCES 1. Marketing Management – Kotler, Keller, Koshy, Jha 2. Advertising in Rural India: Language, Marketing Communication, and Consumerism – Bhatia 3. What is Advertising? Advertising & Society Review 6, no. 3 (2005) 4. The fundamentals of Creative Advertising by Ken Burtenshaw, Nick Mahon & Caronine Banfot 5. Inclusive Branding by Klaus Schmidt & Chris Ludlon. 6. Zenith International Journal of Business Economics & Research 7. Rediff.com Business – The Magic of the Zoozoos 8. Wikipedia – Creative Strategies

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Whirlpool Case Analysis July 12, 2003 Group 3 Cindy Branon Zach Evans Melissa Holder Kendall Joseph Brandon McLain Shane Morgan Whirlpool Case Analysis 2 Whirlpool Case Facts The Whirlpool Corporation is one of four top appliance manufacturers in the world. Whirlpool has annual sales of between $4 and $6 dollars. Whirlpool supplies Sears with Kenmore washers and dryers, which accounts for thirty-seven percent (37%) of Whirlpool’s sales. Since growth of the United State’s appliance market had been evening out, Whirlpool looked to expand operations and sales in Europe.At that time, Europe’s market for appliances was twenty-five percent (25%) larger than that of the United States and was growing by four percent (4%) a year. In 1989, Whirlpool acquired a majority interest (53%) in Philips, an appliance manufacturer in the Netherlands. In the late 1980’s, the company also acquired the Kitchen Aide Company. Whirlpool has a highly automated factory in Clyde, Ohio , that is the largest of its nature. It is approximately 1. 5 million square feet and employs 3,500 people.Whirlpool’s information technology (IT) consists of domestic processing for manufacturing, sales, and engineering located in Benton Harbor, Michigan. Parts information technology for the manufactured appliances is located in an Indiana facility. International IT locations have their own data centers. These data centers support local manufacturing, materials, and inventory and are locally managed. Whirlpool also established an eight-node T1 network in a mesh topology to support these systems.Problems and Opportunities Whirlpool wanted to maintain current growth rates, so it was necessary to consider expanding to markets outside the United States. Whirlpool also looked to increase the quality of its products, improve supplier relationships, decrease costs, and to increase sales. The company hoped to increase supplier relations through acquiring Whirlpool Case Analysis 3 co mponent suppliers and encouraging these companies to lower costs and improve quality. The company also wanted to develop products for special needs customers such as the blind, elderly, disabled, etc. sing computer-assisted development applications. Whirlpool also wanted to integrate ITs' capabilities into operations such as research and development, the study and forecasting of sales, and the evaluation of its products. Whirlpool also had the problem of integrating the newly acquired Philips Corporation into its own business IT architecture. Whirlpool faced problems with the European culture, telecommunications inconsistency, and different manufacturing standards abroad. Whirlpool envisioned a global information system to establish competitive advantage to enable better sales predictions and improve supplier relations.Alternatives We believe that Whirlpool has a couple of alternatives. The first being developing and implementing a global IS systems. The company could foster Europea n relations by having a team from all countries involved in working on a global solution. Consulta nts might aid the development of the system by incorporating current national and international telecommunication standards, business practices, and other issues of global magnitude. Once a global system is in place, any acquired companies would be integrated into the existing global network.This network would ideally be centered in the current US location with connections to each country allowing real-time access and local input. Another alternative would be for Whirlpool to let each country continue to operate its' own data centers. This allows for competition in each IS shop, and the data would Whirlpool Case Analysis 4 be different among each unique location. Combining data from different shops would pose a definite challenge to the company. However, Whirlpool would not ha ve to spend money to upgrade current systems.The company might have to spend money to upgrade telecommunicatio n lines to make them compatible with US telecommunication standards. Recommendation We believe that Whirlpool should develop and implement a global IT system. Whirlpool should use IT staff from Europe as well as outside consultants to provide input into the specifics of the system. A global system would enable Whirlpool to serve customers in the United States and abroad better through improved sales forecasts and faster supply service for appliance Components (better supply and demand forecasts for each country).The first alternative would be the best alternative for Whirlpool. Actual Implementation Whirlpool is still looking for a global solution. According to Dave Whitman, Whirlpool Chairman and CEO, the company has only achieved fifty to sixty percent of building a global company. The first object for Whirlpool to achieve a global company is to integrate the procurement process, and the n technology, and last, product development. Each acquisition is carefully studied to ascertai n how it can benefit Whirlpool as a whole.By combining these three attributes, Whirlpool can become more efficient and produce better products. At this time, Whirlpool has not been able to develop a global information system, although it hopes to some day. In 1999, Whirlpool had problems with an implementation of software from SAP and E-Commerce. The company started the system even though there were problems Whirlpool Case Analysis 5 with it. Eventually, the problems were worked out with SAP, and the company continued to use it.Whirlpool also implemented web technology for customer research and ordering capabilities for retailers. Eventually, the company would like to add the capability for repair facilities to submit invoices for work completed to receive payment. One-half of sales from retailers were generated from the Internet in 2000. Whirlpool acquired manufacturing facilities in Mexico and in Poland in 2002. Local Whirlpool companies are still fulfilling market niches in their own regions. The company also hopes in incorporate IT strategy into its overall business strategy in the future.

An Artist of the Floating World Essay

Today, we are going to talk about â€Å"The comparison of the English TV programs for adults and children†. As the objects of a comparison, we chose four programs: â€Å"㠁ˆã â€žÃ£ â€Ã£  §Ã£ â€šÃ£  Ã£  ¼Ã¢â‚¬  and â€Å"ã‚ »Ã£â€š µÃ£Æ'Ÿã‚ ¹Ã£Æ'ˆãÆ' ªÃ£Æ' ¼Ã£Æ'ˆâ€  are for children; â€Å"ãÆ'ˆãÆ' ©Ã£Æ'Æ'ãÆ'‰ãÆ' »Ã£â€š ¸Ã£Æ' £Ã£Æ'‘ãÆ' ³Ã¢â‚¬  and â€Å"ï ¼â€œÃ£Æ' ¶Ã¦Å"ˆãÆ'ˆãÆ'ӋÆ'Æ'ã‚ ¯Ã¨â€¹ ±Ã¤ ¼Å¡Ã¨ © ±Ã¢â‚¬  are for adults. We would like to talk about five things in our presentation. First of all I will introduce each TV programs; next Ayaka will talk about the â€Å"Entertainment†; next Keiko will talk about â€Å"Output/Input†; then, Risa will talk about â€Å"pronunciation†, finally, I would like to conclude our discussion. Before going to the main topics, I would like to show you the detail of each programs briefly. â€Å"㠁ˆã â€žÃ£ â€Ã£  §Ã£ â€šÃ£  Ã£  ¼Ã¢â‚¬  is an English education program for preschoolers and younger primary school children; it broadcasts on NHK educational channel. The program has started since 1990. In 2010, the program marked its 20th anniversary. This program is aired from 8:45 a.m. to 8:55 a.m. weekdays, Monday to Friday. (Now I will show you this movie for a little.) â€Å"ã‚ »Ã£â€š µÃ£Æ'Ÿã‚ ¹Ã£Æ'ˆãÆ' ªÃ£Æ' ¼Ã£Æ'ˆâ€  is an education program for children produced and directed by an American non-profit TV production office called ‘Children’s Television Workshop’/ ‘Sesame Workshop’. This program has been popular among more than 140 counties and regions since its debut in 1969 on American TV. â€Å"ãÆ'ˆãÆ' ©Ã£Æ'Æ'ãÆ'‰ãÆ' »Ã£â€š ¸Ã£Æ' £Ã£Æ'‘ãÆ' ³Ã¢â‚¬  is showing the Japanese culture in English for foreigners. This is a program that people can become to understand the professional English and to speak succinctly and clarity. This program has started since 2009, and you can watch it from 6:00 a.m. to 6:20 a.m. on every Tuesday. (I will show you this program.) â€Å"ï ¼â€œÃ£Æ' ¶Ã¦Å"ˆãÆ'ˆãÆ'ӋÆ'Æ'ã‚ ¯Ã¨â€¹ ±Ã¤ ¼Å¡Ã¨ © ±Ã¢â‚¬  is a language program aired from 10:00 p.m. to 10:20 p.m. on every Wednesday on NHK educational channel. This program has 3 months period for each topic. For example, ‘è © ±Ã£ â€"㠁 ¦Ã¨ Å¾Ã£  Ã¥ â€"ã‚‹ï ¼ Ã£Æ' Ã£â€š ¤Ã£Æ'†ã‚ £Ã£Æ'â€"ç™ ºÃ©Å¸ ³Ã¥ ¡ ¾Ã¢â‚¬â„¢ and ‘ãÆ'ˆãÆ'Æ'ãÆ'â€"ã‚ ¤Ã£Æ' ³Ã£â€š ¿Ã£Æ'“ãÆ' ¥Ã£Æ' ¼Ã£  «Ã¥ ­ ¦Ã£  ¶Ã¯ ¼ Ã¨â€¡ ªÃ¥Ë†â€ Ã£â€šâ€™Ã¨ ªÅ¾Ã£â€šâ€¹Ã¨ ¡ ¨Ã§  ¾Ã¨ ¡â€œÃ¢â‚¬â„¢ etc. From these topics, we chose ‘è  ´Ã£   è ª ­Ã£â€šâ‚¬ ã‚ Ã£ â€¹Ã£â€šâ€¹Ã¯ ¼ Ã¨â€¹ ±Ã¦â€"‡å ­ ¦Ã£  ®Ã¥  Ã¤ ½Å"Ã¥   ´Ã©  ¢Ã¢â‚¬â„¢ for today’s presentation. [Conclusion] Through these discussions, we could find various inventions of each program. For children, the programs are produced to focus on the purpose to make children have some interests to English. Therefore, the producer especially tries to reinforce its entertainment using songs, games, pictures etc. We found that children imitate the teacher’s pronunciation, sentences, phrases, and words more easily than adults. So, it is important to teach the second language by the interaction of instructors and learners. As a result, the English knowledge that children could acquire by these TV programs will help to open many opportunities for them in the future. On the other hand, the programs for adults are produced to focus on the purpose of flexible contents. As a result, they can choose the field what they really interested in; they are able to acquire the topic thoroughly. We thought there is interactive effect as well: like conversation with native speakers. The conversations with native speakers speaking in English enable the learners to be generally fluent in speaking English. Basically, it is important to make the learner have interest to English; however, the most important thing is to create programs tailored for each target.

The Black Man and Langston Hughes

The term identity is defined by Webster’s dictionary as being â€Å"the state or fact of remaining the same one or ones, as under varying aspects or conditions† however in exploring the concept of Identity in black literature, we can find no definite explanation or definition. We can try to accept that it has been rooted in social situations that are generally more discriminatory, such the institution of slavery. In some way shape or form, the average or normal African American is confronted with the question of where do I fit in amongst the white society? The problem with African American Identity has many dimensions, such as community, class, and color. The reality of the African American is one that is inescapable in America. Color which is inherent in the concept of self, manifest in race consciousness. This is extremely significant because an African American establishes his identity with other individuals, known or unknown, on the basis of a similarity of color and features, that allowing the individual to be included in groups membership, â€Å"the subject of his self identity. After the African Americans began to search for their identity looking through heritage, tradition, and folk traditions. Langston Hughes to me has been nourishing the black sensibility and inspiring it to create Afro American literation and transforming it into a â€Å"literature of struggle. † The poetry of Langston Hughes has the theme of â€Å" I, too sing America† He made extraordinary contributions to American literature and has came t o be regarded as a leading voice in the Renaissance of the arts in the 1920’s. Hughes growing up asked the same question to himself of who he was, his lack of identity in society, which put a large impact on his mind and soul and made him a poet of the blacks. Hughes developed a distinct movement of â€Å"negritude† which may be regarded as the soul of the Renaissance. Rising from the consciousness of his skin color and passing through various stages of identification with people and territory of Africa, and finally grounding it in the American Past. Negritude â€Å"in the poetry of Hughes evolves into a definite and enduring concept expressive of definite vision. He Hughes doesn’t suffer from what W. E. B Dubois terms as a double consciousness. â€Å"Two souls, two thoughts, two unreconciled strivings, two warring ideals in one dark body. † Search for identity seems to be a vital aspect in the work of Langston Hughes. The identity of an American black citizen was denied to him and there was a loss of identity which a modern man living in the 20th century experiences. The Black people of America are American, the African and Black Americans are at the same time. Africa which is thought to be homeland for blacks, was dealt with by Langston Hughes, who missed the natural beauty of Africa and dreaded being caged in the mayhem of civilization. He searched his roots back in Africa. Primitivism had already become a fascinating alternative for people for people not interested in the 2nd industrial revolution. It gave new meaning of going back to the roots and ones identity. The poem â€Å"The Negro Speaks of Rivers† is an example of the of the urge and need of the Negro to go back to his own land to find ethnic connections. The poet says: I've known rivers: I've known rivers ancient as the world and older than the flow of human blood in human veins. In the poems entirety the rivers symbolize the glorious past, which have been flowing since humanities inception. So the African who has known rivers cannot be rootless or without past. Hughes also established a definite identity between the Blacks of America and the continent of Africa which he states in his poem called â€Å"Negro† I am a Negro: Black as the night is black, Black like the depths of my Africa. I've been a slave: I've been a worker: I've been a singer: All the way from Africa to Georgia I carried my sorrow songs. It was not easy to just up and go back to Africa. It became the dreamland for the poet, a country in which he could escape into when he finds life difficult to cope with. The poet to me seemed widely aware of misery, frustration, and isolation which to him is something that other blacks are facing. This epiphany of his leans him to the universal significance and appeal to the poets treatment of black life in America. His retreat into African is not a romantic escape from realities of life, but it provides a point of view to look at the realities of the life of black people in America. To say the blacks were treated horribly by white Americans is an understatement, they were compared to beasts and were treated accordingly. The black man was lynched, maimed and burnt, while the black woman was raped and desecrated. Lynching of the black on the charge of raping a white woman was one of the most commonplace events. Fear to the race and hatred, for the black was a common behavior of the white masses. The treatments to the blacks becomes evident in the following lines of â€Å"I, too sing America† I, too, sing America. I am the darker brother. They send me to eat in the kitchen When company comes, But I laugh, And eat well, And grow strong. Hence the stanza shows that the black worker doesn't find any place in the heart of the whites. He is sent to the background by the company bosses who are indifferent towards the blacks. The African American feels lonely in the northern city where there are large The Negro feels lonesome in the northern city where there are a large number of people, yet he still feels lost in the Poem â€Å"One† he relates his profound sense of isolation Lonely As a bottle of licker On a table All by itself. The whites don’t permit the political freedom to the blacks. Blacks are deprived of their basic necessities of life. They don’t have a proper place to live in. Their miserable condition is shown in the poem â€Å"Vagabond† Who have nowhere To eat. No place to sleep, The tearless Who cannot Weep. In this the blacks are alien on their own land. The blacks want a chance to eek out a decent living and have equal rights across America. Langston Hughes says â€Å"undemocratic doings take place in the shadow of the world’s greatest democracy† The blacks have no right to participate in the political affairs. Langston Hughes poetry is also preoccupied with the social problems faced by the blacks. Man is called a social animal. Blacks are not given the equal place in the society. The poet shows this inequality in the poem â€Å"Merry Go Round† the social whites have no sympathy even for a young black child. He has to sit in a segregated section. Hughes writes: Colored child at carnival: Where is the Jim Crowe section On this merry-go-round, Mister, cause I want to ride? Down South where I come from White and colored Can't sit side by side. Thus the merry go round is a metaphor for America. It is a kind of Satire on the American Society which we know as a free Society. A clear picture of the exploitation of the blacks is presented that cultural, social, and psychological space has been denied to them. Hughes never forgetting the images he has seen growing up, he has grown up shell shocked. He can clearly make out the contradiction of principles, for America was a democracy, but for the Negroes, America was fighting for a free and equal world. One where Jim Crow was eradicated, however he understands that the flame of freedom can not be extinguished by lynching and imprisoning blacks. From all this it become evident that Langston Hughes deals with the racial discrimination, lack of identity in the society and lack of freedom for the blacks. His aim and ultimate effect of his poetry is raising awareness and strengthening of the black people in their struggle for freedom in America. He was proud of his Afro-American legacy and tradition. He forcefully projects the theme of identity in his poems. He not only inspires the black to make it to the top but more than that he evokes a vision of a just society. works sited Georgene Seward, Psychotherapy and Culture Conflict (New York: Ronald Press, 1956), p. 129. Arthur A. Schaumburg's â€Å"The Negro Digs up his Past†, in Alain Locke's The New Negro, pp. 931-37. Jay Saunders Redding, To Make a poet Black (Washington:McGrath, 1969), p. 3. James A. Emanuel, Langston Hughes (New Haven: College and University Press, 1967), pp. 148-162. W. E. B. DuBois, The Souls of Black Folk (New York: New American Library, 1969), p. 45. Langston Hughes, â€Å"The Negro Speaks of Rivers. † Selected Poems (New York: Alfred A. Knopf, 1979), p. 4. Langston Hughes, â€Å"Negro. † Selected Poems (New York:Alfred A. Knopf, 1979), p. 8. Langston Hughes, â€Å"I, too, Sing America. † Selected Poems (New York: Alfred A. Knopf, 1979), p. 275. Langston Hughes, â€Å"One. † Selected Poems (New York:Alfred A. Knopf, 1979), p. 92. Langston Hughes, â€Å"Vagabonds. † Selected Poems (New York: Alfred A. Knopf, 1979), p. 91. Langston Hughes, â€Å"The Big Sea† The Collected Works of Langston Hughes ( New YorkJoseph Mclauren, 1979) Volume 13 P 165 Langston Hughes, â€Å"Merry-Go-Round. † Selected Poems (NewYork: Alfred A. Knopf, 1979), p. 194.