Advertising Essay Example | Topics and Well Written Essays - 250 words - 5

Advertising - Essay Example The poster would say â€Å"man, that’s so ‘a part of a city, especially a slum, occupied by a minority group or groups, sequestered them based on socio-economic status† followed by something that says â€Å"think of your words.† Another example would be â€Å"that’s so ‘happy’† or â€Å"that’s so ‘person who is attracted to someone of the same gender† with the same slogan. Visually, I imagine these print campaigns being visually simple, with a black and white background portrait of a person with a serious expression. This would create the inherent connection that language affects people, and is powerful. The text is solid and bright, with a color difference between the main text and the definition text. These would encourage people to actually think of the meaning behind their words and the idea that they have power in and of themselves. Furthermore, it will make people be more critical of the language they use and how it could affect

Nicolae Ceausescu Essay Example for Free

Nicolae Ceausescu Essay How can a person that grew up so poor, grow up to be a major control ? Well that is exactly the way Nicolae did it. Nicolae started getting in the Soviet Union, at a young age, and then getting involved. He was not a very nice man, and killed an estimated 5,000 people Nicole Ceausescu was born on January, 26, 1918 in Scorniceti, Romania. He was the third child of ten.The Ceausescu’s were very poor, which lead to Nicole only getting a elementary education. Also because his family was poor, he was working by eleven, in one of the factories on the Bucharest landscape. In 1932 he joined the Romania’s worker movement in 1932. In prison he met Gheorghe Gheorghiu- Deje He first got involved in the Soviet Union in the Union of the Soviet Union Youth, and was raising in power fast. After this is he joined the communist party was arrested and sentenced to 30 months in Prison in their he met Gheorghe- Deje. Gheorghe helped him in going up the line of the communist party. In 1944, the axis powers where losing ground Nicole escapes from prison, in less than a year Romania fell under communist rule, and he begin to rise in the communist party. In 1945 he made brigadier general, underneath Gheorghiu. Nicole was managing the communist parties structure. When Gheorgiu dies of cancer in 1965, he became president. In 1989 on December 25 he was shot and killed after a trial where he was found guilt. In Conclusion, Nicole should have never been in control and I don’t know why people trusted him, and he should have been killed when he escaped, if was shot then 5,000 people would have had the opportunity to leave their life. Works Cited History Nicolae Ceausescu. History Nicolae Ceausescu. N.p., n.d. Web. 23 Jan. 2013. Nicolae Ceausescu, 1918-1989. Nicolae Ceausescu, 1918-1989. N.p., n.d. Web. 23 Jan. 2013. Nicolae Ceausescu Biography. Bio.com. AE Networks Television, n.d. Web. 23 Jan. 2013. Nicolae Ceausescu. Killer File. N.p., n.d. Web. 23 Jan. 2013.

Discuss Fitzgerald’s use of symbols within The Great Gatsby. Essays

Discuss Fitzgerald’s use of symbols within The Great Gatsby. Throughout his novel ‘The Great Gatsby’, F. Scott Fitzgerald uses symbolism. Symbols are objects, characters, figures or colours used to represent abstract ideas or concepts. The first symbol we see appears at the end of Chapter one. It is a green light, situated at the end of Daisy Buchanan’s East Egg dock and is only just visible from Gatsby’s expansive West Egg back garden. In Chapter one Nick (the narrator) describes his mysterious neighbour stretching â€Å"out his arms toward the dark water in a curious way’, this is Gatsby reaching desperately out to the green light, which represents his hopes and dreams for the future (which incidentally, involved Daisy). He associates it with Daisy and sees the green light as a guiding light to his goal. Perhaps the green light represents Daisy, the unattainable. Alike to the green light, she is so close, yet so far from Gatsby and just within his grasp. Although he is reaching out to her, he cannot in reality reach her because there is a divide, in the case of the green light it is water, but in the case of Daisy it is status (and her husband, Tom). The green light also represents the generalised ideal of the American Dream, because Gatsby’s quest for Daisy is generally connected with this. Fitzgerald’s choice of using ‘green’ as the colour of the light is very significant and symbolic in itself. Green is the colour of money and therefore wealth, this is something which Gatsby has always strived for (similarly he is reaching out and striving for the ‘light’) in order to capture Daisy’s heart, as she rejected him in the past due to his lack of wealth and status. Also, green is the colour that ... ...umping of industrial ashes. - It represents the moral and social decay that results from the uninhibited pursuit of wealth, as the rich indulge themselves with regard for nothing but their own pleasure. - It also symbolises the plight of the poor, like Wilson, who live among the dirty ashes and lose their vitality as a result. - Fitz uses the valley of the ashes as a dramatic contrast to the lives of the rich east and west egg dwellers, to really emphasise and show how large the difference between them is, despite them being so nearby. - He also uses it to highlight how superficial the rich are. They are the ‘beautiful people’ and this is reflected in where they live, however the valley of the ashes is dirty and unattractive. - The valley is actually used as a cut through road for the rich, however real people live there.

Celtic Art

Logan Fogarty Essay 2 Rough Draft 9/19/12 Celtic Art Art is translucent; it acts as a window into the creator’s world. Art portray not only aesthetic attributes but represents a viewpoint, a glimpse through another’s eyes via his or her creation. In Paul Jacobsthal’s article â€Å"Early Celtic Art† he takes viewers into the world of early art through the pieces created by the early Celts. Paul Jacobsthal states that, although the Celtic people were looked down upon as barbarians, their art holds no equal.He compares Celtic art to wide renowned Scythian art that has touched and influenced the far corners of Europe. Jacobsthal states â€Å"both in absolute value, and in the importance of its influence, Celtic art is beyond doubt superior to Scythian art†. (Jacobsthal,pg 113) Although Jacobsthals’ point is clearly stated in his blatant thesis, I believe he wrote this article from a biased standpoint. He may believe Celtic art is superior to Scyt hian, yet its only based off his opinion. Coming from an Irish background this topic intrigues me; it’s why I choose this article.Yet I ask myself whom is the Author trying to influence? At first I thought he was going after an audience that shows interest in ancient Celtic culture or art like I do. After finishing the article I realized the average viewer may not be able to take away the same message as someone who is trained in art analysis, or on who can formally break down a piece. Although the article narrows its audience through its subject and diction, a well-informed audience member will take away so much more than the casual reader.After determining the intended audience, it became much easier to determine that jacobsthal was trying to persuade his audience more so then entertain. Jacobsthal establishes his viewpoint clearly in his thesis, that Celtic art is a superior art form, and then uses supporting details about specific pieces that contribute to the validity of his statement. Jacobsthal goes into fine detail about how Celtic art has not only influenced European art but has also spread into Asia as well.Jacobsthal believes that although Celtic art was influenced by the Greek culture, it stands out in its style and dynamic precision in fine detail. The authors’ writing style is a little bewildering. For example â€Å"But the lower, a row of sickle- like curls, suggests classical analogies, while the pattern of the middle zone is classical absolutely: large lotus flowers alternating with small three- leaved palmettes which grow out of the horizontal S-shaped supporting tendrils†(Jacobsthal, pg 114).He uses heavy artistic terms when describing specific pieces that he believes shines a light on the Celtic culture. Although I was an AP art student I found myself looking up certain terms and getting lost in the wordiness of the descriptions. Jacobsthal tends to follow the same pattern when writing this piece; he would describe seve ral pieces then show a page of the art he just described. This pattern made the article a little less dry, but at the same time confused me when trying to compare the word descriptions on one page with the art on the next.I believe the article would be much more successful if the reader could see the pieces as their reading the description, instead of them being separated altogether, that way the viewer can better connect to what the author is trying to persuade. The piece itself is coherent, but hard to follow at certain points. The author transitions through topics by dividing his main points with the pages of pictures. Jacobsthal makes a broad statement on Celtic art then describes certain pieces that support his statement, shows a page of the art, then transitions into a new topic and group of art.Although this is an effective transition process, it becomes sort of repetitive and leaves the reader looking for change. One may believe that when writing a informational/ persuasive article that the author would use outside view points beside his own to show the viewer that theirs more then one person that shares the same beliefs, not in this article. The author shows little support from outside sources, which I did not enjoy, it showed me that his argument was one sided and his words were empty.Although the author does not use outside sources to back up his argument, he lets the artwork speak for them selves. For artwork created in 800 B. C. E they are truly magnificent, from the intricate gold inlay to the creativity behind each exotic creature the comprise most of the pieces. In the end the author’s subjectivity is invalid because art’s greatness is based off ones opinion and an opinion does not translate to fact. (Logan Fogarty, pg 4) Bibliography Jacobsthal, Paul. â€Å"Early Celtic Art. † The Burlington Magazine for Connoisseurs Sept. 1935: 113-27. Print

The movie “I am Legend” Review

When producing a horror movie we tend to think of an indivual going around killing or chopping people up into small peices. Some horror movies might have a big scary monster that goes around and terrorize people in there neighborhood. This is the norm for most horror movies to give the storyline that scarey factor. The movie â€Å"I am Legend† was a horror movie that took a different aprroach from your normal horror movies. It was still scarey but only had that horror effect when the time was right or when the monster was approached. In this paper I will analisy the movie â€Å"I am Legend† to better understand the overall storyline and its plot.The movie â€Å"I am Legend† had a non-linear narrative structure. A non-linear film â€Å"does not move from one event to the next in chronological order but moves from the present to the furture to the past, and so on, with no regard for chronological order† (Goodykoontz, B. , & Jacobs, C. P. 2011). In this movie it starts with Neville remembering his past daily life as a military scientists. He was trying to find the cure for a virus that was spreading across the world. Then the movie goes into his present life after the virus has killed everybody and leaving him alone in the city of New York.In the movie â€Å"I am Legend† Will Smith was the star actor who played the role of Robert Neville. I think Will Smith is not only a star actor but also a wild card actor who can play a wide variety of characters equally well without becoming typecast (Goodykoontz, B. , & Jacobs, C. P. 2011). Will Smith did a good job of protraying the life of a man who was left alone in the world with mutants and his only companion Sam a German Shepard. These mutants were results of a man-made virus that killed off most of the population. He was able to survive and not be affected by this virus because he was immune to the virus.In this movie Robert's family wife Zoe (Salli Richardson) and son Marley (Willow Smith) were killed in helicopter crashed caused by the mutants, so Robert is haunted by the memories of his family being killed. The cinematography was created by Andrew Lesnie. He did an outstanding job of creating a realistic abandoned New York city with cars scatterd through out the city with no movement. In the scene were the helicopter crashes the special effects made it feel real, all the special effects in this movie were created using computer-generated imagery.CGI was also used to give the realistic effect of the planes shooting missles into the bridge blowing it up. Most of the colors used in this movie went relatively well with the scenes. The darker colors were used to set the mood for scarey scenes. For example has Robert enters the dark building looking for Sam that scene was shot totally in the dark with him using a flash light. The flash light was a very good tool to use to highlight the mutants feeding in the dark. The editor Wayne Wahram used the cut transitioning method to edit the movie â€Å"I am Legend†.â€Å"After the news report is shown in the opening sequence, the editing is generally slow cut and transitioned this is to build up the atmosphere and impend on the audience a sense of solitude and abandonment. The camera shots then turn into shaky footage when shown from inside the car, this is in order to a sense of realism to the film. v When the deers run in front of Robert Neville’s car the editing is sped up and quick cut transitions are now used- this is to add suspense and tension as in principal it is a conventional chase scene† (slideshare. net). In this movie â€Å"I am legend† all three categoreis of sound were used.Dialogue, voice-over, and sound effects. Dialogue is when one character talks to one another. When Robert wakes up from the night he tried to commit suicide he awoke to having Anna (Alice Braga) in his house cooking breakfast. Once he comes to terms of what just happened he began to talk to her about how did she find him. He was under the impression he was the only sole survior and she expalined to Robert that was other people in a different part of the country. In the beggining of the movie voice-over was used because Robert narrated this first scene he was explaining about his life.Sound effects was used through out the movie to enhance the over all different scenes. You can hear deers running birds chirping when Robert goes out on a patrol threw the city and see the deers. In the final scene sound effect was used to create the big explosion as he kills himself and some of the mutants. The movie â€Å"I am Legend received three stars out of three from Robert Ebert. The pros for this movie was the special effects. The way the special effects were used help enhance the thrill and suspence and gave you a good scary factor.The cons for this movie was its story line its hard to believe that if the bridge was blew up from the start of the movie that Anna some how was able to get to Robert by car. Also the scene where Robert starts off sleeping in the tub and some how ends up in his bed. I think when the movie was edited they used the wrong cut to reestablish the next seen or used a jump cut. In conclusion I think the movie â€Å"I am Legend was a very simple horror/suspence movie that was entertaining at momments and boring others. The storyline could have been enhanced to give the horror film more horror and thrills.

Book Marketing How to Strategically Market to Increase Book Sales

Book Marketing How to Strategically Market to Increase Book Sales Book Marketing: How to Strategically Market to Increase Book Sales Just because you wrote a new book doesn’t mean that your book is guaranteed to sell.Harsh? Maybe. But its true. And here at Self-Publishing School, you first have to learn the truth before taking action.Even if your book is the next Great American Novel, it won’t be a success if it doesn’t get into the collective conscious of the public.This is why youneedgood book marketing tactics to back it up. Here are the book marketing strategies we cover:Social media marketing strategiesUse a launch team for book marketingPricing your book effectivelyBuild a website to market your bookGrow your email listInfluencer outreach for book promotionApply for BookBubLand interviews on podcastsReach book clubsWrite another bookBook Marketing for Self-Published AuthorsMarketing takes planning, organization, and consistent action; it’s hard work. But the good news is that marketing is also about fostering connections and relationships, which can be rewarding to you and your fa n base.And since you’re the one who knows your book from cover to cover, your backstory, your reasons for writing it, and who your ideal reader is, its your duty to put a plan in place to best connect with your intended audience and share your story.We know, we know†¦you’ve put a ton of effort into writing, editing, and getting your book ready for publication that the thought of adding another layer of â€Å"work† is not the most appealing idea.NOTE: We cover everything in this blog post and much more about how to build a platform and maintain consistent book sales in our Sell More Books Program. Learn more about it hereBut realize that if you launch your book without a marketing plan, FAR fewer people will read it.It will hamper the success of the book you’re working on now, as well as others you plan on publishing in the future. So if you dream of becoming a New York Times bestselling author, or if you want your book to help you reach other lifesty le goals, a book marketing strategy is your essential key to success.And if you want a quicker, easier way of understanding whats in this blog post, check out your free training.Join Chandler Bolt at his FREE Webinar Training as he reveals the exact tactics and strategies he used to write and publish 6 bestselling books in a row and how he used them to build a 7-figure business in less than 2 years!Spots are limited!Click Here to Save Your SpotBook Marketing Strategies for Social MediaHaving a quick overview of exactly what you can do and how much time and effort each will take can help you better plan for your book marketing plan.Here are our recommended book marketing strategies and what you need for each.Book Marketing PlatformWhat to doTwitter- use appropriate hashtags - post relatable tweets to increase shares - engage by liking and replying to others - search common hashtags to find your audienceInstagram- use appropriate hashtags - post photos related to the content of your book - engage by liking and replying to others - ask questions in photos to increase engagement - search common hashtags to find your audienceFacebook- create a page for yourself or your book - post video content - go Live to answer questions or discuss your book - post blog posts supporting your topic/ideas/bookPinterest- create pins linking back to your website - repin content related to your genre - create appropriate boards for your content - optimize pins with keywords - join group boards - connect with others who pin similar ideasLinkedIn- great for business-related topics - share insights/stats - share blog posts supporting your ideas/topics - connect with leaders in your industryPersonal Website- create a website - maintain a blog with posts about your main topic - use this to create an email list - keep this updated regularlyFree Book Marketing PlanHaving seen and been involved in so many book launches ourselves, we know what works and what doesn’t when it comes to book marketing.We’ll walk you through a play-by-play of exactly what you need to do so that your readers can find your book and buy it.We’ve broken this guide down into three main sections for learning book marketing:Pre-Launch: Building Your Book Marketing Launch TeamPricing Your Book for Maximum SalesPost-Launch: 8 Strategies for Selling More BooksLets get started! Pre-Launch: Build Your Book Marketing Launch TeamThe first step of preparing for your book launch, and the marketing behind it, is to build your launch team or street team, as its also commonly referred to.What is a launch team?The ideal launch team, also known as a street team, is a dedicated, hand-selected group eager to make your launch successful. If you use your team’s talent and communicate well, there’s nothing your launch team can’t accomplish!This video does a great job of detailing what a launch team is and exactly what they do: #1 Launch Team SizeThe first step is to determ ine the projected size of your book marketing launch team basedon the size of your audience.Your audience is anyone interested in you, your book, and your product. They could be five of your lifelong friends, members of your community, big organizations you’re connected to, social media followers, email subscribers, anyone who might be interested in what you’re sharing.If you have a smaller following, we suggest you aim for a launch team of 10-50. Those with hundreds in their network can aim for 100-250 team members.How to Finda Launch TeamIf you don’t have much of a following right now, start by looking at your personal inner circle- your family, your close friends- then branch out to their connections, families, and colleagues.You can reach out to peers from college, your volunteer work, or even your first job. You may even consider parents at your child’s school, fellow dog owners, or members of your yoga class.Even though you may not know these peopl e well,they are a part of your network, and you may be pleasantly surprised to discover that they’re inspired by your book and would be eager to share it.Once you’ve completed this exercise, you should have an initial list of potential launch team members!#2 Recruit Quality People for Your Launch TeamNow that you’ve determined your potential recruitment pool, the second step is to initiate contact and gauge their interest level. The most important lesson to consider about your book marketing launch team is that  QUALITY trumps QUANTITY.One top-quality, dedicated team member trumps a handful of mediocre ones.To begin recruitment for your launch team, create a simple questionnaire process that describes your book, your expectations of the team, and questions asking:Why are you interested in supporting my book?What part of my book speaks to you?What specialized skills can you contribute?What’s your available time commitment?Who are influential people you can reach out to?Why would these influential people be interested?To sweeten the recruitment deal, feel free to offer a free signed copy of your book or an inclusion in the â€Å"acknowledgments† section. You can easily do this through email, or through online forms like Typeform.#3 Record a Welcome VideoTake the time to record a warm welcome video for your new supporters! In your video, first, congratulate your team for being selected and express gratitude for their help.Then, detail your expectations, your unique mission for writing your book, and why you want to share it with as many people as you can!This welcome video will help you create a more personal connection with your book launch team, and show them a bit more about why you’re creating it and what message you’re trying to convey.Be sure to send it to everyone who completes your questionnaire!#4 Establish a Communication StyleHere’s the secret to a successful book marketing launch team: Effec tive communication. Communicate with your team regularly to keep them focused on weekly tasks, progress, and innovative ideas by doing the following:Strive to send one email per week preceding launch then increase it to three or more during launch week.Use a Facebook group to engage, share ideas, and post feedback. Set the tone by posting â€Å"Dos and Donts† to keep conversations focused and positive.Boost morale and build rapport by sharing inspiring quotes, gifts, and goofy photos to keep energy high and build vital connections.No matter which mode of communication you’re using, remember people like to be treated well.Always make sure your team knows how grateful you are to them and their dedication!#5 Book Marketing Launch Team AssignmentsYou can’t just build up a catalog of supporters and not use them, though. You have to give them small assignments to help you with launching and the book marketing process in general.It might feel weird telling people to h elp you, but don’t worry about it!They’re here because they want to support your project, and as long as you’re gracious and ask nicely, they’ll be happy to support your work.Facebook Groups will be the most effective way to dole out weekly team assignments.Here are some book marketing initiatives you can assign your team to do: Share snippets of content from your book across social mediaSubmit reviews on AmazonAdd their reviews to GoodreadsShare a book review on their YouTube channelRecord a testimonial for your bookBuy extra copies to give to their friendsGive you more marketing ideas!#6 Utilize TalentsYour team members will have a different variety of skills and talents, and it’s your job to effectively manage your team by assigning work based on their strengths.To identify your team’s talents, write a post during the introductory week and say the following:â€Å"If you have any special talents or connections you’d like to lend t owards my book launch, please comment on this post and let me know. I’m looking for ways to help spread my book’s message to a wider audience.†#7 Have Fun and Say â€Å"Thank You!†Your launch team will commit weeks of their time, energy, and talent, so make sure you thank each and every person for their contribution!Ensure that each person on your team feels valued and appreciated for their efforts.And most importantly, let them know how to get your book for free (or at least at a deep discount)!Which brings us to†¦How to Price Your BookOne of the most important factors in how successful your book launch is will be how you price it.To find out how to price your book for success, we recommend reading Book Launch.But for the sake of this article, here are some of Self-Publishing School’sbiggest secrets that will get your book to soar up the Amazon’s charts:If you have a sizable audience, we recommend launching your book for $0.99, and the n increasing the price to $2.99 or higher after about a week.For first-time authors, we recommendAmazon’s Free Book Promotionsfor your book launch.Although you won’t get paid by putting your book out for free,realize that it will be featured on another author’s page which instantaneously increases your exposure and recognition. Once the freepromotion has ended, switch your book’s price to $0.99 for the following week, then slowly increase the price by $1 per week until sales stagnate.Post-Launch: 8 Book Marketing Strategies for Selling More BooksAll marketing- no matter which market or industry- is fundamentally about people and making connections.Part of pitching your book will be figuring out how your book relates to your readers and how they will benefit from it.Now that your book is out in the wild, you want to get as many people to it as possible. Here are the eight best strategies for doing just that.NOTE: We cover everything in this post-launch mar keting section and much more about how to build a platform and maintain consistent book sales in our Sell More Books Program. Learn more about it here#1 Build Your Book WebsiteCan you imagine if you came home one day and your house was†¦missing?Well, that is what an author’s life can be like without a website to post fresh content.You’ll always be missing a home where you can park your books. Many authors think they don’t need a website because they can promote their books through social media or the author platform on Amazon.Sorry, not exactly.There is a huge difference. Having an author website is the difference between renting or buying a piece of property. When you rent, you are living in someone else’s space.It doesn’t belong to you and they can cancel your lease at any time. Maintaining your own website on a hosted server with your domain name is the same as having that piece of real estate.You can customize your site your way, publish your own content, and you are always in complete control of how it looks and what gets published.When it comes to book marketing with your own website, the sky’s the limit. You can: Publish your book’s landing page on your site. Post blogs about your upcoming book Create a countdown timer for the book’s release date. Set up an affiliate link to your Amazon page so you get commissions on book sales Include sample chapters from your book Link to video clips about the book on your website Communicate directly with your email subscribers about new releases or your current blog postAnd you can also set up a Google Alert so you can be notified about where your name and your book show up online. If someone gives you good feedback or a stellar review, reach out and thank them and ask them to link back to your book’s website.Action Step:If your book doesn’t already have a website, get one started! To set up your website and personal blog on a paid se rver, you can try Bluehost or Godaddy and use WordPress for building your site.#2 Build Your Email ListThere is a saying going around that says: â€Å"the money is in the list.† Why? It’s simple. A list of followers who are in love with your writing will be the first to line up when you have a new product to sell.These people are essentially your customers.Your email list is yours. It doesn’t belong to Amazon or social media. You control what you want to say, how you say it, and when. Imagine if every time you had a new book ready to launch, hundreds or thousands of people were waiting for it so they could get it first. If you are serious about your book marketing your current project and all future ones as well, building your list shouldbe a top priority. Nothing else comes close.Although building a list takes time, in the long run it is the easiest way to market.These are the true fans that will get the word out and be the first to leave verified reviews afte r buying your new release at the special price of 0.99. But that is just the beginning.You can continue to build your list by including a reader magnet at the front and back of your book. Get people hooked on your brand and then keep them there by writing your next book, and then, including them in your next launch.As your book reaches more people, and you get more signups, your marketing capacity grows†¦exponentially.Action Step:If you haven’t started on your list building, go to an email management system such as Mailchimp or AWeber and sign up for an account. Then get building and start to funnel your fans into your books today.#3 Reach Out to InfluencersWhen it comes to book promoting, nothing can have a bigger impact on your book than influencers through book endorsements.Even Gary Vaynerchuk, one of the most influential and knowledgable people in the marketing game, thinks so. What is an influencer? Influencers can be podcasters, bloggers, or authors with strong e mail lists. It’s someone with an established platform that can get you noticed if they notice you.An influencer is someone who has a lot of promotional weight and can spread the word about your book to thousands of people with just a brief mention to their email list, on their blog, or by sharing on social media, for example.Influencers have a long reach. What you can do is identify the influencers in your niche and reach out to them. Tell them who you are and ask if they can help to promote your latest book.A lot of the time, theyll want a free copy to read and review. You can also offer to support their future endeavors as a way of giving back.Influencers can have a major impact on your exposure as an author, so try to set up interviews in your hometown or reach out to someone online and offer to do an interview so you can deliver value to their target audience.Guest post blogging on an influencer’sblog or website is another way to market your book.For example, if yo u wrote a book on recipes for Italian food, you could try connecting with people in the Italian cooking niche.They may have a blog, podcast, or a webinar on which you want to appear.Action Step:Identify at least one influencer in your market and reach out to that person. Tell them who you are and what you do. Get on their podcast or get interviewed. Exposure to fans in your niche will have a big influence on book sales.#4 Leverage Two Social Media PlatformsSocial media is a powerful way to promote your book to potential readers. We can engage with thousands of people just by hitting a few buttons.But with social media sites, the big scare is the amount of time we can get sucked into trying to do everything. If you try to connect with everyone, you’ll match up with nobody.When promoting and marketing your book, you can’t be everywhere doing all things at once.That is why we recommend you choose two social media sites to work withand post your content regularly on these two sites.For example, you can have a YouTube channeland post weekly videos covering a wide range of topics centering around your book. After a few months, you could build up a library of content that will bring in the right audience, engage with new subscribers, and even create a course out of your videos. Heres an example of Youtube content from a writer currently working on her first fiction novel. She created a Youtube channel to engage fellow writers, who are also readers:By creating a Youtube channel and giving advice about writing, shes appealing to writers while also advertising that she is also a writer and has a book in progress.Switching gears to Facebook, you can promote your book or blog using Facebook adsthat drive new readers to your Facebook page or your book’s website.You could also post popular quotes or snippets of material from your upcoming book. With Twitter, you can post multiple times a day with brief quotes or messages under 280 characters. Twitter h as proven to be a powerful platform for authors when it comes time to promote and market a book.And if your book is more business-focused, you may find that LinkedIn works best for you, since it allows you to connect with new readers on a more professional platform.We recommend choosing two social media platforms and focusing on consistent engagement. This will keep your book’s appearance fresh and invite new people in to check out your work.Using Specific Hashtags to Grow on Social Media#In the writing community, there are a number of very popular hashtags authors and writers use to connect with each other.Why make connections with other authors? Because almost every other isalso a reader!Here are some of the top hashtags you can use on each platform:Twitter#amwriting (as in, I am writing)#writerslife#fantasywriter, #scifiwriter, #contemporarywriter, etc.#writerprobs, #writerproblemsInstagram#amwriting (as in, I am writing)#writerslife#fantasywriter, #scifiwriter, #contempor arywriter, etc.#writerprobs, #writerproblems#writersofig, #writersofinstagram, #writersofinstaFacebook#amwriting (as in, I am writing)#writerslife#fantasywriter, #scifiwriter, #contemporarywriter, etc.#writerprobs, #writerproblemsAction Step:Choose two social media platforms and commit to publishing content regularly. If you only want to focus on one, master it, and then move to another that is perfectly fine! It is better to do one thing and get it right then do two things poorly.#5 Get on BookbubBookbub is the cream of the crop when it comes to promoting and marketing your book. In fact, you should submit your book for promotion as either free or for 99 cents right after your book launch.Bookbub has a massive following and can get your book delivered to thousands of readers. It really is the â€Å"Big One† when it comes to bookmarketing.The cost isn’t cheap and can run you anywhere from $200 to $2,000 for a promo, depending on the genre, category, and the price of y our book.But is it worth it? Yes. Definitely.For example, if you are running a promo for 99 cents in general nonfiction, you could potentially sell, on average, 2,000 copies of your book. Not only will you make a profit, but this could bring in hundreds of subscribers and leads to your email list.From there you can upsell readers on your other books or even a course if you have one.Action Step:Go here for Bookbub submission requirements. You can also check out the pricing here and submit your book here.#6 Interviews and PodcastsA local radio or podcast interview can introduce you to new readers. While this may sound intimidating, you can pull this off like a pro with a little preparation.Look to local colleges, podcast hosts, or local radio stations for interview opportunities(Pro Tip: Hosts love to interview up-and-coming authors, so you may be surprised at the many offers that come your way when you reach out).Reach out, let them know a little bit about your book and why it might be interesting to their audience, and include a free sample of it so they can see if you’d be a good fit.If you have a press release describing what your book is about, feel free to include that as well to give them more context.Then be sure that when you go on, you present a great story about your book and get their listeners excited to read it!Action Step:What are three podcasts or radio shows you could go on to talk about your book? Find their contact info and reach out with a pitch about having you on.#7 Book ClubsLocal book clubs are another goldmine of new readers; you already know they like books! Find and connect with these groups.You can offer to attend a meet-and-greet and hand out copies of your free signed book. You can also get your book listed in Facebook Groups and other groups dedicated to readers.There are also paid lists, such as Buck Books, that can reach tens to hundreds of thousands of readers. Book Launchalso teaches what lists are out there, and which ones are the best to use.Action Step:Are there any book clubs you could join? Look on Facebook for groups that would be a good fit for your book.#8 Write Another BookPublishing another book is great for brand building. In fact, it’s much harder to market just one book unless it is a ground-breaking phenomenal masterpiece.Your book may be great, but you can compound that greatness by writing more books, preferably in a series.With every new book you put out there, you increase the chances of your work getting recognized by influencers and people online who are hanging out in all the places you can target for promotion and sharing.Become a Book Marketing Guru with FREE TrainingLaunching your book is only the beginning. The real work begins after the initial â€Å"bang† is over and you have to dig in deep to promote, engage, and provide solutions to readers’ problems.Remember: Marketing is about delivering a product [your book] to the right people [your audience] who need desperately what you have to offer [your solution].

Linguistics and Children Essay Example

Linguistics and Children Essay Example Linguistics and Children Essay Linguistics and Children Essay This assignment will foremost explicate the significance of the undermentioned footings. communicative competency and metalinguistic consciousness. Observations have shown that kids do copy older equals and grownups when speech production every bit good as marks of creativeness from an early age when developing linguistic communication. Then the 2nd subdivision will measure the functions of creativeness and imitation in respects to larning spoken English. This assignment will concentrate on the spoken English of immature kids. Part 1 Communicative competency – Is a term that refers to the manner in which a linguistic communication user communicates expeditiously and successfully depends upon their communicative competency. Linguist Noam Chomsky depicted a fluctuation within the term linguistic’ which he divided into to competence and public presentation. The term lingual public presentation is associated with falsely and/or repeated ill-formed delivered existent vocalizations of linguistic communication in usage. Linguistic competency refers to the cognition of the linguistic communication system which will enable the talker to separate the vocalizations that are grammatical in the linguistic communication from those that are non. ( Chomsky. 1965 cited in Book3. pg 48 ) However linguist Hymes believed talkers need to achieve typical accomplishments in public presentation such as what is the socially appropriate bend of phrase to carry through the coveted consequence every bit good as cognizing when to talk. With respects to kids every bit good as larning the building and sounds of peculiar linguistic communications they are really larning the discourse processs of their communities. The term besides incorporates word significance. grammar and pronunciations good as using linguistic communication competently. verbally. written and non- verbal cues such as organic structure linguistic communication. ( Book3. pg 201 ) Metalinguistic consciousness – Is a term used to specify an individual’s ability to reflect on the usage of linguistic communication in with respects to clear uping the transportation of lingual accomplishments and cognition across linguistic communications. When a linguistic communication user’s metalinguistic consciousness develops they start to make new and refined usage of metaphors such as the simile life is like a box of cocoas. you neer know what you’re traveling to get they besides begin to gain that statements can hold an implied significance every bit good as a factual significance. They may even get down to place irony along with perversity which connects with an individual’s capableness of stating and /or understanding gags. pull stringsing linguistic communication ( Kerper. 2009 ) Separate 2 Children can get linguistic communication as a consequence of imitation nevertheless it isn’t the initial method into linguistic communication acquisition due to kids showing originative pattern of linguistic communication. ( Book 3. pg 27 ) Infants produce a assortment of sounds during the initial twelvemonth of their life in add-on to experimenting with vocal drama. ( Book 3. pg 8 ) The rate of development differs between each kid. for illustration it is rare for a kid to jump the babble phase. which normally occurs at the mean age of 11months. and another factor that assists address development is physiological ripening. ( Book 3. pg9 ) Benedict. 1979 cited in Book 3. pg19 researched development of vocabulary of a little group of kids ( 8 ) during the class of six months. The findings demonstrated children’s ability to understand and make words between the ages of 10 months and on norm 1 twelvemonth 9 months. By the clip the kid is 11 months and 15 yearss they are normally attain a comprehension vocabulary of 20 words. The procedure of achieving words in production takes longer than it does in comprehension. comprehension can normally happen 4 months before production. With respects to imitation’ the function of the health professional ( a term used for those persons who spend the most clip interacting with and looking after the child. ) ( Book 3. pg 11 ) much research has been done in this country whereby the accent is on a brace in this instance it involves the kid and their chief health professional. this is besides known as a term called a couple. The findings from this research revealed that the individual the kid has most direct contact with impart the linguistic communication surroundings that the kid will pattern. Other lingual modeling that grownups provide is through caregiving agendas. for cases bathing and feeding. these modus operandis provide occasions for conventional interactions refering linguistic communication. Peek a boo’ A customary game that is normally played between baby and health professional and by and large in Western civilizations. ( Book 3. pg14 ) As a regulation the grownup efforts to hold on the infant’s involvement the hiding their eyes behind a manus or an object after which a type of discourse occurs. for illustration the grownup might state Are you ready? Then the infant’s voices or actions are indicated as a response. This sequence of inquiry –and – answer is continued until the apprehensiveness develops at this point the grownup takes their manus off or removes the object and says Boo! ’ ( Book 3. pg 15 ) Trevarthen and Aitken. 2001 cited in Book 3. pg 15 believed this sort of game could be termed protoconversations’ . because it is similar to a conversation. It requires turn – taking. each person’s bend relies on the old is input of the spouse. therefore it is contingent. the spouses understand the sequence unwrap the same purpose. Therefore this sort of interaction novices ceremonial characteristics of conversations before immature kids are able to talk but prompt transition to linguistic communication. A cosmopolitan observation made sing the type of duologue directed to kids by grownups is that the duologue differs to that addressed to other grownups. Consequently health professionals amend their duologue for case bringing slowed down. modulation is amplified and an elevated pitch may be used. Older kids besides adapt their duologue for younger kids comparable to adults. this is besides apparent that older kids are emulating grownups and implementing this technique to immature kids. ( Book 3. pg15 ) this duologue manner is referred to as kid directed address ( CDS ) . Clifton Pye. 1986 cited in Book 3. pg 16 observed a community in Central America called Quiche. they spoken one of the native Mayan linguistic communications. The consequences showed a difference in the manner in which Quiche health professionals and Western health professionals adapt their duologue for immature kids. Regardless of this cultural difference in health professional – kid interaction. the kids in the Quiche community were able to talk fluently in their native linguistic communication. Shirley Brice Heath’s research 1983 cited in Book 3. pg 16 of black propertyless English speech production community discovered that grownups in this community didn’t normally use baby talk’ when interacting with immature kids. The ways in which children’s grammar develop could besides be due to imitation every bit good. Descriptive grammar is a term mentioning to how kids organise and construction address. it doesn’t nexus to the right English’ people should utilize. Probes into children’s grammar showed that a changeless process is involved in the attainment of grammar. Crystal. 1995. cited in Book 3. pg 25 acknowledged seven phases runing from formative old ages to adolescent. In the early phases of grammatical development kids apply brief vocalizations of two to three words without any grammatical markers ; kids are normally aged between 18 months to 2 old ages. In the following phase of normally 3 old ages kids start to add markers to words such as tense ( I played ) . plural ( one cat. two cats ) . The 2nd phase within Crystal’s paradigm is a term called telegraphic address during this phase. kids do non utilize grammatical markers alternatively they use verbs. temporal adverbs. adjectives and nouns. The important information is evident because the inside informations and fixingss are removed ; this telegraphic quality is stated in children’s imitation of adult’s address. Besides during the 2nd phase it has been noted that children’s address will probably to be: a more H2O ; baby drink ; allgone sticky. However in this case it is improbable that kids will hold heard grownups make these types of vocalizations which means they can be depicted as alone vocalizations. and since the significance will be comprehendible. this vocalization can besides be viewed as a success. This all goes to exemplify that even at the first phases of linguistic communication development kids are showcasing their creativeness. Most grownups particularly parents have heard their child/ran emulate them utilizing big look and even modulation. With respects to creativeness and linguistic communication development. legion researches from the theories L. S. Vygotsky ( 1967 ) and Jean Piaget ( 1962 ) cited in Gillen. 2009 has found that there is a significant nexus between drama and linguistic communication acquisition. Play encourages children’s inventive idea procedure through playing with objects that will so finally lead to a better apprehension of their environment. As the child’s ability to make more meaningful representations develop so does the more complex their drama becomes. Bloom. 1993. p. 216 cited in Gillen. 2009. p 56. Observed that a spurt’ in first words was normally due to development in drama behaviors. From observations kids unconsciously obtain regulations about real-life behavior. and implement what they have observed into their drama with a mixture of their ain imaginativeness. When kids are involved in pretension games with other kids it is called sociodramatic drama. within this type of drama it is suggested that kids pattern different registries of talk that they observe to suit in with that function. To reason it seems as though the interactions typically viewed of health professionals and babies are non indispensable and general characteristic initial linguistic communication experience. There was a discrepancy in comprehension and creative activity of vocabulary. Evidence derived from research of linguistic communication acquisition is normally carried out from a limited aggregation of cultural and societal backgrounds so the findings of crude grammatical development in English are from linguistic communication users of the normal standard of the linguistic communication. The subdivision sing drama and linguistic communication development suggests that creativeness and imitation interlock. it appears that both coincide together it appears both weigh equally in footings of organizing spoken English. References Gillen. J. . ( 2009 ) Block C. Learning English. Unit 17 The relationship between drama and linguistic communication acquisition. The Open University Kerper. M. . J. Metalinguistic consciousness as defined through research’ San Diego State University 2009-08-10 Mayor. B. . Mercer. N. and Swann. J. ( explosive detection systems ) Learning English. London. Routledge/The Open University.

Mother Courage and Her Children Play Overview

'Mother Courage and Her Children' Play Overview Mother Courage and Her Children mixes dark humor, social commentary, and tragedy. The title character, Mother Courage, travels across war-weary Europe selling alcohol, food, clothing, and supplies to soldiers on both sides. As she struggles to improve her fledgling business, Mother Courage loses her adult children, one after another. The Setting Set in Poland, Germany, and other parts of Europe, Mother Courage and Her Children spans the years 1624 to 1636. This period is during the Thirty Years War, a conflict that pitted Protestant armies against Catholic forces and resulted in an enormous loss of life.   The Title Character Anna Fierling (aka Mother Courage) has been enduring for a long time, traveling with nothing except a supply wagon pulled along by her adult children: Eilif, Swiss Cheese, and Kattrin. Throughout the play, though she does show concern for her children, she seems more interested in profit and financial security than the safety and well-being of her offspring. She has a love/hate relationship with war. She loves war because of its potential economic benefits. She hates war because of its destructive, unpredictable nature. She has the nature of a gambler, always trying to guess just how long the war will last so that she can take a risk and buy more supplies to sell. She fails dreadfully as a parent when she is focused on her business. When she fails to keep track of her eldest son, Eilif, he joins the army. When Mother Courage tries to haggle for the life of her second son (Swiss Cheese), she offers a low payment in exchange for his freedom. Her stinginess results in his execution. Eilif is also executed. Although his death is not a direct result of her choices, she misses her only chance to visit with him because she is at the market working her business instead of at church, where Eilif expects her to be. Near the plays conclusion, Mother Courage is again absent when her daughter Kattrin martyrs herself in order to save innocent townspeople. Despite losing all of her children by the end of the play, it is arguable that Mother Courage never learns anything, thus never experiences an epiphany or transformation. In his editorial notes, Brecht explains that  it is not incumbent on the playwright to give Mother Courage insight at the end. Rather, Brechts protagonist catches a glimpse of social awareness in scene six, but it is quickly lost and never to be regained as the war wears on, year after year. Eilif, the Brave Son The eldest and most independent of Annas children, Eilif is persuaded by a recruiting officer who lures him with talk of glory and adventure. Despite his mothers protests, Eilif enlists. Two years later, the audience sees him again. He is thriving as a soldier who slaughters peasants and loots civilian farms to support his armys cause. He rationalizes his actions by saying necessity knows no law. In scene eight, during a brief time of peace, Eilif steals from a peasant household and murders a woman in the process. He does not understand the difference between killing during wartime (which his peers consider an act of bravery) and killing during peacetime (which his peers consider a crime punishable by death). Mother Courages friends, the chaplain and the cook, do not tell her about Eilifs execution. At the end of the play, she still believes she has one child left alive. Swiss Cheese, the Honest Son Why is he named Swiss Cheese? Because hes good at pulling wagons. Thats Brechts humor for you! Mother Courage claims that her second son has a fatal flaw: honesty. However, this good-natured characters real downfall might be his indecision. When he is hired to be a paymaster for the Protestant army, his duty is torn between the rules of his superiors and his loyalty to his mother. Because he cannot successfully negotiate those two opposing forces, he is ultimately captured and executed. Kattrin, Mother Courages Daughter By far the most sympathetic character in the play, Kattrin is unable to speak. According to her mother, she is in constant danger of being physically and sexually abused by soldiers. Mother Courage often insists that Kattrin wear unseemly clothes and be covered in dirt to draw attention away from her feminine charms. When Kattrin is injured, resulting in a scar on her face, Mother Courage considers it a blessing - now, Kattrin is less likely to be assaulted. Kattrin wants to find a husband. However, her mother keeps putting it off, insisting that they must wait until peacetime (which never arrives during Kattrins adult life). Kattrin desperately wants a child of her own. When she learns that children might be murdered by soldiers, she sacrifices her life by drumming loudly and waking up the townspeople so they are not caught by surprise. Although she perishes, the children (and many other civilians) are saved. Therefore, even without children of her own, Kattrin proves to be far more motherly than the title character. About the Playwright  Bertolt Brech Bertolt (sometimes spelled Berthold) Brecht lived from 1898 to 1956. He was raised by a middle-class German family, despite some of his claims that he had an impoverished childhood. Early in his youth, he discovered a love for the theater that would become his means of creative expression as well as a form of political activism. Brecht fled Nazi Germany before the onset of World War II. In 1941, his anti-war play Mother Courage and Her Children was performed for the first time, premiering in Switzerland. After the war, Brecht moved to Soviet-occupied East Germany, where he directed a revised production of the same play in 1949. Source: Brecht, Bertolt. Mother Courage and Her Children. Grove Press, September 11, 1991.

Childhood Protection and Child Rights; Lex ferenda; Breaking the Cycle Essay

Childhood Protection and Child Rights; Lex ferenda; Breaking the Cycle of Violence within the Child Phd Thesis - Essay Example According to the World Health Organization (WHO), there is no one "official" definition of mental health. To define Mental Health academicians rely on various theories from cultural differences, subjective assessments, and competing professional.1 This research project has sought its backing in principles of child psychology. By matching and comparing the definition of a â€Å"child† in law and psychology, one realise the emerging truth of a lack of understanding in law-making, judiciary and legal pronouncements as to concepts, such as child vulnerability, child needs, and child resilience. In concrete words, what changes for a child who has been victim of sexual violence? What changes for a child who is working day and night in a factory? What changes for a child who is living on the streets? What changes for a child arrested? What changes for a child beaten up by police? Well, the first and foremost change is at the level of mental health. The way she thinks, the way she fee ls. Mental health of children is an important aspect of child-right study discourse. Through the understanding, one can assure the child is able to ‘bounce back’ and recover from a difficult situation. What is important to realise is that the mental health promotion dealt with in this research is actually a promotion and prevention in the aftermath of a severe incident or process, in the child’s life. These are the promotion of a child’s special needs, and the prevention of long-term violent impacts on the society. The later chapters deal with the reactions and risks of un-dealt trauma, and societal progress linked to the wellbeing of its children. The research study does not per se differentiate between categories of children. The categories presented here are neither exhaustive nor exclusive. Mostly vulnerable children fall into many of the categories. For instance, street children can also be child labourers, and sexually abused. My

Battle of Tarawa Term Paper Example | Topics and Well Written Essays - 1250 words

Battle of Tarawa - Term Paper Example The battle was meant to stop the Japanese operations in the central regions of the pacific and the Americans initiated it. The United States marine force was the only ones that used amphibious warfare, but were opposed for the first time by the Japanese during this war. After this war, it was discovered that amphibious warfare played a big role in aiding military operations in inaccessible areas. The Political and Strategic Considerations Facing the Americans in the Central Pacific In 1943 Tarawa was the first attempt of the Americans to use amphibious warfare against a highly guarded beach. The United States were fighting to capture the island of Tarawa from the Japanese so that they could use it for their pacific military operations. During this time, the World War II was progressing into the pacific and the U.S navy needed a base in the east to launch their attacks. This was because they needed to be close to the places they were to launch attacks on and Tarawa provided the most v iable base (Tucker 515). The Marianas islands were also a strategic position for the United States navy to launch attacks and hound the Japanese away. These islands provided a close range to access the Philippines, Japan and other areas in the pacific. The islands of Tarawa provided a good base that the United States military would use to capture the Marianas islands hence they needed to base their operation there so that they could capture the Island easily by attacking the Japanese army. The Japanese also knew the importance of this island sand they had increased their defense over the land so that they could use it to conduct their defense operations. The battle started on November 20, 1943 and lasted for three days, but it is among the most callous assaults involving the marines. Since the islands were inaccessible, the United States marine used the sea to launch attacks on the Japanese soldiers who had not incorporated this technology into their defense mechanisms. The United S tates believed that the Japanese could only be defeated by amphibious attacks and they had strategized to defeat Germany, increase pressure on Japan to leave the islands and to keep China in the war (Langone 363). Why the Central Pacific Drive Begun In the Gilbert Islands The central pacific drive was stated in the Gilbert Islands because of their strategic position. They were a territory of the British but were taken up by the Japanese in 1941.they are north and west of other islands that were owned by the Japanese and were south and east of other important bases suitable for defense. These islands provided a suitable place for the Japanese forces to get access to the other parts of their territory since it was accessible unlike other areas. The United States navy aimed at this island so that they could secure a base for attacks on the Japanese. This island would offer good communication channels and other services that would aid in increasing pressure on the Japanese. Attacks from the gilberts islands would foster the United States efforts to attack the Japanese strong holds and this is why capturing the Gilbert Islands was of significant importance. The Key Operational Concerns during the Planning Of Operation Galvanic The Operation Galvanic was started by the United States navy and was intended to take over control of the Gilbert Island

Sustainability for the Future Global Supply Chain Essay

Sustainability for the Future Global Supply Chain - Essay Example iled in the activity participate actively in all facets of the business process as they strive to institute sustainable competitive advantage for their businesses or organizations. The founding of a new or existing venture requires the conceptualization of the supply chain management in the business process and the institution of the concepts entailed in the practice to facilitate successful and sustainable supply chain (Palevich, 2012, p 13). The company Coffee Warehouse is a new business established to provide high quality, full service distribution of specialty beverages and related supplies to coffee houses and espresso stands throughout London. The combined effort of the principle owners brings the management office of the business at high levels of customer engagement service and experience in managing distribution and sales. Thus, from this perspective, the business will benefit significantly in exploring the concepts entailed in facilitating sustainable global supply chain. The Coffee Warehouse business provides high quality and full service distribution of coffee in the region of its operations. The ownership, which constitutes of Steve and Jennifer Smith both combine their experience in the capacity of office management, customer service and distribution and sales management. The firm has commitments to facilitate distribution to independent retailers throughout the London market and its outskirts, as it initializes its financial arrangements and progress in the supply chains. The sales projections of the firm began at $2, 229,000 the first year and increased accordingly in the second year and third year of operation to $2, 936,000. The net profit projection extends to $406,000 at the last part of this third year of operation. Therefore, observing the progress of the firm in its existent operation structures, the development of a sustainable supply chain is key to the projection of the business accordingly to higher levels of success. The firm has

Understanding and meeting the needs of elderly citizen in the Thesis

Understanding and meeting the needs of elderly citizen in the hospitality industry - Thesis Example Understanding and meeting the needs of elderly citizen in the hospitality industry After extensive literature review, the methodology was explained. The findings have been given in chapter IV and all objectives have been achieved. This was a qualitative study based on literature review and survey questionnaire. The study concludes that the elderly segment is a high potential group with several sub-groups within the group. The demographic changes pose several challenges to the hospitality sector but it is worth working towards these challenges. This is a heterogeneous group with their own characteristics. They are fun-lovers and have the money power to indulge in comfort, convenience and luxury, as their individual situation permits. Their needs depend not just upon the chronological age but also on the biological and the psychological age. The self-concept and the self-image also impact their needs and wants. All these again depend upon the level of education and income level. This has also given them the consumer power as they have better control over themselves, over their needs, over their expenses and how they want to use their money. They have reached a phase where they value their own self and would like to spend on self-development. The hospitality sector can benefit by taking note of the recommendations made in Chapter IV. This is a segment which offers tremendous scope for growth and the segment is growing. However, needs and wants keep changing with every generation and hence the hospitality sector should conduct regular surveys and the market research should be ongoing so that they can keep themselves abreast of the changing consumer preferences of the elderly segment. The study has made suggestion for further research on the subject before highlighting the imitations of the study. Table of Contents Chapter I Introduction 1.1 Background 3 1.2 Rationale for research 3 1.3 Research aims and Objectives 4 1.4 Significance of the study 5 1.5 Scope and limitation of the study 6 1.6 Structure of the study 6 1.7 Key terms 7 Chapter II Lite rature Review 2.1 Introduction 9 2.2 Global macro demographic shifts, challenges, changes 9 2.3 Characteristics of the elderly consumer behaviour 10 2.4 Different levels of needs of elderly citizen 12 2.5 Reasons why elderly travel 15 2.6 Summary of literature review 16 Chapter III Methodology 17 3.1 Research philosophy 17 3.2 Research phenomenon 17 3.3 Research approach 17 3.4 Research design 18 3.5 Role of the researcher 19 3.6 Data collection 19 3.7 Data Analysis 21 3.8 Ethical concerns 21 3.9 Reliability and validity 22 Chapter IV Presentation of Results 4.1 Introduction 23 4.2 Findings 23 4.3 Discussion 26 Chapter V Conclusion and Recommendations 5.1 Conclusion 31 5.2 Recommendations for further research 32 5.3 Limitations 33 References 34 Appendix 35 Chapter I Introduction 1.1 Background Countries all over the world have been experiencing a hike in the elderly population as the life span has increased. Along with the life span, the quality of life too has increased with advanc ements in technology and medication. Advancing age brings about changes in consumer needs, wants and abilities (Meneely, Strugnell & Burns, 2009). Many studies in the past have attempted to describe and understand the elderly consumer but the elderly consumer segment has gained importance in recent years because of their size and buying power (Meadow, Cosmas & Plotkin, 1981). The ageing

Analysis of Art Objects from Ancient Egypt and Ancient Rome Essay

Analysis of Art Objects from Ancient Egypt and Ancient Rome - Essay Example Its construction began in 70 AD during the reign of Emperor Vespasian. It took ten years to construct and Emporer Titus, Emporer Vespasian's successor inaugurated it after its completion. The Coliseum underwent further modifications between 81 AD and 96 AD under the reign of Emperor Domitian (Connoly 31).Architectural DesignThe Colosseum, as opposed to Greek theatres constructed before it, was a free-standing structure; the previous theatres stand on the sides of hills. Its interior and exterior architecture resemble two Roman theatres. It is elliptical in shape, 156 meters wide and 189 meters long. The base area is 24,000 square meters and the outer walls are 48 meters high. The outer perimeter of the Colosseum measures 545 meters. The central arena is oval in shape and has a width of 55 meters and length of 87 meters. A wall, 5 meters high, surrounds it. The outer wall consists of travertine stone. Iron clamps rather than mortar held the travertine stone together. This outer wall s uffered damage and collapsed during the 1349 earthquake.The Colosseum had 80 entrances due to its huge capacity (50000-80000), 76 of which were for ordinary spectators. The Roman Emperor together with his aides used the northern main entrance to enter and exit the Colosseum. The elite of Rome used the other three axial entrances. These four axial entrances had rich decorations, mainly painted stucco reliefs. The spectators would seat in a tiered arrangement which reflected the different social classes in Rome at that time.

Marketing and strategy Article Example | Topics and Well Written Essays - 1250 words

Marketing and strategy - Article Example The key learning's of the study include an explanation and discussion of six variations of a basic value curve model that has worked successfully for leading companies in various industry segments including Home Depot, Quicken, Polo Ralph Lauren, Bloomberg, Borders Books and Barnes & Nobel, Starbucks, and others. These "value innovation" models include looking at competitive boundaries from differing perspectives such as: across diverse industries; from a variety of strategic groups within industries; evaluating the full chain of customers within an industry; looking at the relationship of products and services; evaluating the fundamental customer appeal of products and services; and utilizing perspective over time (Kim & Mauborgne 1999). The approach identifies and graphs the relative value level of certain key elements specific to an industry including product, service, and delivery components. As the scope of business drivers evolves, it includes a complex array of socio-economic, political, environmental and other factors, including the complexity of application of the model the ability to measure the contribution to value. The model becomes a study of business variables that can be addressed or influenced by specific methodologies designed to provide a unique value proposition in a specific business environment. In relation to this proposal, the recommendation for a new value curve model specific to Norwich Business School is based on creating new market space (increased market share) without regard to the traditional limiting parameters typically used in competitive analysis. This proposed value curve model for Norwich will look at such components as cost, time requirements, access, innovative curriculum targeted to specific needs, and the value proposition of the acquired degree. Selection of these elements and the subsequent emphasis placed in relationship to the rel ative level, are established from parametric data, traditional business theory, innovative strategic planning sessions, consumer surveys, and traditional competitive analysis. These activities are supplemented with research of best practices of successful or complimentary companies in the field of education. In combination the value curve model provides a compelling agenda to contribute incremental educational value. This effort is supplemented by a focus on the discipline of critical thinking, and on an approach to the study that encourages implementation and application. In short, apply concepts proven in traditional business analysis to the learning process without preconditioned biases. Theoretical Understanding In evaluation of the various "value curve" models there is a clear communication of the problem and the approach to value proposition modeling. The several examples and associated value curve models are based on individual case studies of successful companies in diverse industry segments. Identification and explanation of the four step concept used to develop the value curve include the theory of asking questions associated with the effort to focus on new value. The questions deal specifically with the ability to reduce below industry standards, eliminate unnecessary standards, create new industry standards, and raise industry standards as appropriate. These four factors assist in the creation of a new look at value components. Incremental data points are established with a review of successful com

Analysis of Art Objects from Ancient Egypt and Ancient Rome Essay

Analysis of Art Objects from Ancient Egypt and Ancient Rome - Essay Example Its construction began in 70 AD during the reign of Emperor Vespasian. It took ten years to construct and Emporer Titus, Emporer Vespasian's successor inaugurated it after its completion. The Coliseum underwent further modifications between 81 AD and 96 AD under the reign of Emperor Domitian (Connoly 31).Architectural DesignThe Colosseum, as opposed to Greek theatres constructed before it, was a free-standing structure; the previous theatres stand on the sides of hills. Its interior and exterior architecture resemble two Roman theatres. It is elliptical in shape, 156 meters wide and 189 meters long. The base area is 24,000 square meters and the outer walls are 48 meters high. The outer perimeter of the Colosseum measures 545 meters. The central arena is oval in shape and has a width of 55 meters and length of 87 meters. A wall, 5 meters high, surrounds it. The outer wall consists of travertine stone. Iron clamps rather than mortar held the travertine stone together. This outer wall s uffered damage and collapsed during the 1349 earthquake.The Colosseum had 80 entrances due to its huge capacity (50000-80000), 76 of which were for ordinary spectators. The Roman Emperor together with his aides used the northern main entrance to enter and exit the Colosseum. The elite of Rome used the other three axial entrances. These four axial entrances had rich decorations, mainly painted stucco reliefs. The spectators would seat in a tiered arrangement which reflected the different social classes in Rome at that time.

Novel Essay Example | Topics and Well Written Essays - 750 words - 1

Novel - Essay Example Since the ultimate aim of all is to find a suitable match to get married religion does not play the usual role of dividing the people. This is the symbolic message through the characterization in the book articulated by Farahad Zama. The irony is Aruna, though thick into the business of marriage, is unable to marry herself due to financial constraints. She supports the family and without her salary the family has nothing to look forward to. They have no means to fulfil the dowry demands from the husband’s family and high expenditure devolved in making elaborate arrangements for the marriage ceremonies. Her own Bureau cannot help her out because the message of the Bureau is quite clear: â€Å"The Marriage Bureau for Rich People†. The theme of the book is what makes the marriages work and the attitude of the combustible younger generation to the institution of marriage is cleverly elaborated by the author. In issues related to marriage, in India, the caste system holds sway, inter-caste marriages are rare, and love marriages are even rarer. The love marriages find approval if they are within the caste. The involvement and interference of the family members at the negotiating stage of the marriage is too strong. These two systems are at loggerheads and for or against opinions on them baffle definition. The genre of this novel is moral romance. The raw material used by Mr. Ali for successful alliances is love. To him his Marriage Bureau is the mission, not the commission (a business tool for aggrandizement of wealth) He finds his post-retirement job more interesting than his involvement in civil service. Mr. Ali has not defined any particular ideology for running the business of his Bureau, he has accepted the reality of conglomeration of different systems of marriages as per Hindu, Muslim and Christian traditions, and most of his clients are interested in bridegrooms/brides of the same religion, with additional qualifying yardsticks of

Effective Research and Writing Essay Example for Free

Effective Research and Writing Essay To be successful in the new market segment, our team must efficiently accomplish the goals set by the company. A leadership approach for each team member was developed based on the theories of leadership and each members individual personality. Marie and Teresas Personality Assessment Based on the results of the personality assessment, Marie and Teresa possess extroverted, intuitive, feeling, and perceiving attributes (What’s My Jungian 16-Type Personality Self-Assessment,† n.d.). They are people-oriented, creative, and highly optimistic. They are motivated by interactions with people and enjoy a large social circle of acquaintances that require social situations to fuel their energy. Their personalities tend to focus their attention on the big picture rather than the details and prefer to have different options should circumstances change. They respond to the need for urgency to accomplish goals and they value proactivity to become a successful part of the group. Leadership Approaches I plan to lead them by using a democratic and participative style of leadership successfully. I will make sure to involve them in my decision-making process, delegate authority, and encourage their feedback. I will also use a transformational approach because of their need to be connected to their leader and their feeling of reaching their optimal potential in the workplace. Jims Personality Assessment Based on the results of the personality assessment, Jim possesses extroverted, sensing, thinking, and judging attributes (What’s My Jungian 16-Type Personality Self-Assessment, n.d.). He is realistic, logical, analytical, decisive, and has a natural head for business or mechanics. He is also motivated by interactions with people and requires social situations to fuel his energy. His personality tends to focus on the details rather than the big picture and prefers logical considerations over social ones when making decisions. He is a planner and he gains influence through predictability. He focuses on immediate outlooks rather than future possibilities. Leadership Approaches I plan to lead him by using a democratic and participative style of leadership. I will make sure to involve him in my decision making process, delegate authority, and encourage his feedback. I will also use a contingency style of leadership that focuses on task orientation because of his need to organize and run things in a business. His motivation for urgency will be emulated through his realistic expectations and attaining goals based on analytical and decisive approaches. Marys Personality Assessment Based on the results of the personality assessment, Missy possesses extroverted, intuitive, feeling, and judging attributes (What’s My Jungian 16-Type Personality Self-Assessment, n.d.). She is charismatic, compassionate, and highly persuasive. She is also motivated by interactions with people and enjoys a large social circle of acquaintances that requires social situations to fuel her energy. Her personality tends to be more conceptual than practical and she values personal considerations over criteria that are objective. Leadership Approaches I plan to lead her by using a democratic and participative style of leadership. I will make sure to involve her in my decision making process, delegate authority, and encourage her feedback. She tends to plan her activities and possesses outstanding time management skills, so her sense of urgency to complete a task is high. I will also use a charismatic-visionary style of leadership that allows me to articulate the vision and be willing to take risks to achieve it (Robbins Coulter, 2012). Ricks Personality Assessment Based on the results of the personality assessment, Steve possesses introverted, intuitive, thinking, and perceiving attributes (What’s My Jungian 16-Type Personality Self-Assessment, n.d.). He is socially cautious, enjoys problem solving, and is highly conceptual. He prefers interacting with a small group of friends because of his tendency to be quiet and reserved. He is a planner who gains influence through predictability and focuses on future possibilities rather than immediate outlooks. Leadership Approaches I plan to lead him by using a laissez-faire style of leadership because it will allow him to make his own decisions because he has little regard for titles. His tendency to withhold judgment and his delay of making important decisions can create a challenge when deadlines need to be met. His personality prefers to work alone because of his need for independence, so I will be able to manage him effectively when I make sure that his competencies match his interests. By adjusting my leadership style to conform to each member’s personality, I am confident that my team will efficiently accomplish the goals set by the company. Our new department will be effective in the new market segment and fulfill the company’s strategic plan.

Vitamin C Determination By Iodine Titration Biology Essay

Vitamin C Determination By Iodine Titration Biology Essay Vitamin C is also known as ascorbic acid, it is an antioxidant that is essential for human nutrition. Antioxidants help to reduce the damage to the body caused by toxic chemicals and pollutants. Vitamin C is a water-soluble vitamin meaning that it dissolves in water, it is essential for growth and repair of all body tissues. Collagen is an important protein that is used to make skin, scar tissue, tendons, ligaments and blood vessels. Vitamin C is essential to form this and is also required to cure wounds, repair and maintain cartilage, bones and teeth. The body does not store vitamin C and cannot make it by itself, therefore it is important for lots of vitamin C-containing foods to be included in the diet. Excellent sources of vitamin C are: green peppers, citrus fruits, strawberries, broccoli, papaya, watermelon and cauliflower. Vitamin C deficiency can lead to many problems in the body including: dry and splitting hair, bleeding gums, easy bruising, anemia and nosebleeds with one o f the most serious being scurvy. Eating a balanced diet is the best way to get the daily requirements of vitamin C and other essential vitamins. The Food and Nutrition Board at the Institute of Medicine recommends the following amounts of vitamin C: Infants and Children 0 6 months: 40 milligrams/day (mg/day) 7 12 months: 50 mg/day 1 3 years: 15 mg/day 4 8 years: 25 mg/day 9 13 years: 45 mg/day Adolescents Girls 14 18 years: 65 mg/day Boys 14 18 years: 75 mg/day Adults Men age 19 and older: 90 mg/day Women age 19 year and older: 75 mg/day One way to establish the amount of vitamin C in food is to use a redox titration. The redox reaction is better than an acid-base titration since there are additional acids in a juice, but few of them interfere with the oxidation of ascorbic acid by iodine. Iodine is relatively insoluble, but this can be improved by complexing the iodine with iodide to form triiodide: I2 + I- I3- Triiodide oxidizes vitamin C to form dehydroascorbic acid: C6H8O6 + I3- + H2O > C6H6O6 + 3I- + 2H+ As long as vitamin C is present in the solution, the triiodide is converted to the iodide ion very quickly. However, when the all the vitamin C is oxidized, iodine and triiodide will be present, which react with starch to form a blue-black complex. The blue-black colour is the endpoint of the titration. Vitamin C Ascorbic Acid Method The 1% starch solution, iodine solution and vitamin C solution were made up by the technicians. The solutions were standardised before the unknown samples were titrated using the following method: 25.00 ml of vitamin C standard solution was added to a 125ml Erlenmeyer flask 10 drops of 1% starch solution were added to the flask The burette was rinsed with a small volume of the iodine solution and then filled, the initial volume was recorded. The solution was titrated until the end point was reached The final volume of the iodine solution was recorded The titration was completed twice more. Samples of red pepper juice, apple juice and vinegar were then titrated in the same way. This is an example of a titration: Results Sample Your Hypothesis: high medium or low Vitamin C content? Titration 1 Titration 2 Titration 3 Calculated Vitamin C content (g/l) Your result versus the Hypothesis Red Pepper Juice High Vitamin C content 16.0 17.0 18.0 28.5 Correct Apple Juice Medium Vitamin C content 4.0 4.0 4.0 6.8 Correct Vinegar Low Vitamin C content 0.4 0.2 0.4 0.67 Correct Analysis The ml of titrant used for each flask is calculated using: Average volume = total volume number of trials The amount of vitamin C in the samples are calculated using: V itamin C titrant = Titrant used in Sample Standard of Vitamin C unknown Red Pepper Juice   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Titrant  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚     Ã‚  Ã‚  Ã‚  =     Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Used Sample  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Standard of Vitamin C  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Unknown Vitamin C   Ã‚  Ã‚   14.9ml  Ã‚  Ã‚  Ã‚  Ã‚        Ã‚  =  Ã‚  Ã‚  Ã‚   17      0.025g/ml  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   P 596 = 17.0   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   P P= 17.0  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   P= 0.0285g/ml   Ã‚  Ã‚  Ã‚  Ã‚   596 Litres = 0.0285 x 1000   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   = 28.5g/litre Apple Juice   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Titrant  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚     Ã‚  Ã‚  Ã‚  =     Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Used Sample  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Standard of Vitamin C  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Unknown Vitamin C   Ã‚  Ã‚   14.9ml  Ã‚  Ã‚  Ã‚  Ã‚        Ã‚  =  Ã‚  Ã‚  Ã‚   4.0  Ã‚      0.025g/ml  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   A 596 = 4.0   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   A A= 4.0  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   A= 0.0067 g/ml   Ã‚  Ã‚  Ã‚  Ã‚   596 Litres = 0.0067 x 1000   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   = 6.8g/litre Vinegar   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Titrant  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚     Ã‚  Ã‚  Ã‚  =     Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Used Sample  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Standard of Vitamin C  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Unknown Vitamin C   Ã‚  Ã‚   14.9ml  Ã‚  Ã‚  Ã‚  Ã‚        Ã‚  =  Ã‚  Ã‚     0.4  Ã‚      0.025g/ml  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   G 596 = 0.4   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   G G= 0.4   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   G= 0.00067g/ml   Ã‚  Ã‚  Ã‚  Ã‚   596 Litres = 0.00067 x 1000   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   = 0.67g/litre Discussion One of the main problems when completing this experiment is that the concentration of solution was unknown as it was prepared by the technician, the concentration was too high so had to be diluted. The hypothesis was correct in that the red pepper juice had the highest vitamin C content, vinegar the lowest and apple juice medium. Many safety procedures were carried out during the experiment; safety glasses, gloves and goggles were worn, all bags and jackets were in the lockers and chairs were tucked under the desk. There was a good experience with the number of people in the group as it gave everyone a chance to be involved with the experiment. A reading was taken at the first point when the colour started to change and it could be seen easily when it was complete as the change happened gradually. Two examples of other food that are rich in vitamin C that were not tested are tomatoes and raspberries. Iron increases the absorption of vitamin C in the human body, iron is important as i t is used by the body in the production of red blood cells, it is specifically used in the production of hemoglobin which is the main protein in red blood cells. Polyphenol oxidase, also known as tyrosinase, is an enzyme contained in fruits and vegetables such as apples, pears, potatoes, and other starchy foods. When oxygen comes in to contact with the enzyme it causes the fruit to turn brown. Vitamin C has many functions in the body, it is essential for growth and repair of all body tissues. Collagen is an important protein that is used to make skin, scar tissue, tendons, ligaments and blood vessels. Vitamin C is essential to form this and is also required to cure wounds, repair and maintain cartilage, bones and teeth. Anti-oxidant vitamins are Vitamins that help the body in cleansing itself from waste and radical free agents, Free radicals are atoms or groups of atoms with an (unpaired) number of electrons and can be formed when oxygen interacts with certain molecules. As well as vitamin C, vitamins A and E are also antioxidants. Vitamin A helps form and maintain healthy teeth, skeletal and soft tissue, mucous membranes, and skin. It is also known as retinol because it produces the pigments in the retina of the eye. Vitamin E is important in the formation of red blood cells and can help the body to use vitamin K. Selenium is an essential trace mineral that works strongly with vitamin E to provide the body with powerful antioxidant protection from the free radicals that may add to the development of cancer, heart disease, and arthritis. Selenium protects the body from free radical damage in two ways: It is included into proteins to make selenoproteins, which are important antioxidant enzymes, and it helps the body manufacture its own natural antioxidant, glutathione. Conclusion In conclusion, the experiment worked well as the amount of vitamin C in the samples was established and the results were accurate and as expected.

Hester Prynne as Puritan Victim in Nathaniel Hawthornes Scarlet Letter

The Scarlet Letter - Hester Prynne as Puritan Victim    In the first several chapters of The Scarlet Letter we can understand Hester Prynne to be a good but misunderstood soul. Labeled as an adulteress, she is the victim of the Puritan lifestyle. A person with many positive traits, she is treated as a terrible person for one unholy act. Far from the evil woman that some of her neighbors see, Hester is a strong, proud and loyal person who resists the worst influences of her community.   Once Hester has begun to wear the scarlet letter in public and is interrogated, she holds out against the preachers in a great display of strength. Reverend Dimmesdale is the first to try to entice her to divulge her accomplice's name. After his sweet speech brings all the listeners "into one accord of sympathy" (3: 5), no one dares to think that   she will not give the name of her partner. She withholds the name with determination, and even the goading calls of the crowd do not make her waver. Probably the greatest example of her strength and perseverance is when the clergyman giv...

Chapter 10 Basic Organizational Design

Chapter 10 Basic Organizational Design Once managers are done planning, then what? This is when managers need to begin to â€Å"work the plan. † And the first step in doing that involves designing an appropriate organizational structure. This chapter covers the decisions involved with designing this structure. Focus on the following learning outcomes as you read and study this chapter. LEARNING OUTCOMES 10. 1 Describe six key elements in organizational design. 10. 2 Contrast mechanistic and organic structures. 10. 3 Discuss the contingency factors that favor either the mechanistic model or the organic model of organizational design. 0. 4 Describe traditional organizational designs. A MANAGER’S DILEMMA How can we design an organizational structure that will help us accomplish our company’s goals? Should our structure be tall or flat? Traditional or contemporary? Will our chosen design enhance our capacity to continuously learn, adapt, and change in a dynamic globa l environment? As tomorrow’s managers, many of your students will soon face these questions. In Chapter 10, students learn about various elements of organizational structure, the contingency factors that influence organizational design, and traditional and contemporary design.In addition, they will study design challenges encountered by managers who work in a variety of organizational structures. â€Å"A Manager’s Dilemma† highlights some of the problems in store for Eli Lilly & Company, a major US pharmaceutical company. Eli Lilly & Co. stands to lose $10 billion in annual revenues between now and 2016 as three of its major drug patents expire. As CEO, John Lechleiter’s job is to find foster new drug development to replace the projected loss revenue. While other pharmaceutical companies are seeking a merger route to acquire new drugs, Eli Lilly One has decided to revamp the company’s operational tructure into five global business units and create an improved product research and development center. Students should address other organizational design elements Lechleiter might use to ensure that Lilly achieves its goal of speeding up its product development process? From the information presented here, it appears that Eli Lilly’s has adopted a product structure which offers the advantage of being more responsive to changes in the external environment. Eli Lilly may also want to create more teams in their structure as well as take advantage of technology with virtual teams.CHAPTER OUTLINE INTRODUCTION Designing organizational structure involves the process of organizing (the second management function) and plays an important role in the success of a company. 10. 1 DEFINING ORGANIZATIONAL STRUCTURE Managers need to establish structural designs that will best support and allow employees to do their work effectively and efficiently. Several important terms must be defined in order to understand the elements of organizationa l structure and design: 1. Organizing is arranging and structuring work to accomplish the organization’s goals.This process has several purposes, as shown in Exhibit 10-1. 2. Organizational structure is the formal arrangement of jobs within an organization. 3. Organizational design is developing or changing an organization’s structure. This process involves decisions about six key elements: work specialization, departmentalization, chain of command, span of control, centralization/ decentralization, and formalization. Chapter 10 examines each of these structural elements. A. Work Specialization. Work specialization is dividing work activities into separate job tasks.Most of today’s managers regard work specialization as an important organizing mechanism, but not as a source of ever-increasing productivity. Exhibit 10-2 illustrates the human diseconomies from division of labor—boredom, fatigue, stress, low productivity, poor quality, increased absenteeism, and high turnover— eventually exceed the economic advantages created by work specialization. B. Departmentalization. When work tasks have been defined, they must be arranged in order to accomplish organizational goals.This process, known as departmentalization, is the basis by which jobs are grouped. There are five major ways to departmentalize (see Exhibit 10-3): 1. Functional departmentalization groups jobs by functions performed. 2. Product departmentalization groups jobs by product line. 3. Geographical departmentalization groups jobs on the basis of geographical region. 4. Process departmentalization groups jobs on the basis of product or customer flow. 5. Customer departmentalization groups jobs on the basis of specific and unique customers who have common needs. 6.Popular trends in departmentalization include the following: a. Customer departmentalization continues to be a highly popular approach because it allows better monitoring of customers’ needs and respo nds to changes in the needs of customers. b. Cross-functional teams, which are work teams composed of individuals from various functional specialties, are being used along with traditional departmental arrangements. C. Chain of Command. The chain of command is the line of authority extending from upper organizational levels to the lowest levels, which clarifies who reports to whom.Three concepts related to chain of command are authority, responsibility, and unity of command. 1. Authority is the rights inherent in a managerial position to tell people what to do and to expect them to do it. a. The acceptance theory of authority proposed by Chester Barnard says that authority comes from the willingness of subordinates to accept it. Barnard contended that subordinates will accept orders only if the following conditions are satisfied: 1. They understand the order. 2.They feel the order is consistent with the organization’s purpose. 3. The order does not conflict with their persona l beliefs. 4. They are able to perform the task as directed. b. Line authority entitles a manager to direct the work of an employee. It is the employer–employee authority relationship that extends from the top of the organization to the lowest echelon, according to the chain of command, as shown in Exhibit 10-4. c. Staff authority functions to support, assist, advise, and generally reduce some of their informational burdens.Exhibit 10-5 illustrates line and staff authority. 2. Responsibility is the obligation to perform any assigned duties. 3. Unity of command is the management principle that each person should report to only one manager. D. Span of Control. Span of control is the number of employees a manager can efficiently and effectively manage. 1. The span of control concept is important because it determines how many levels and managers an organization will have. (See Exhibit 10-6 for an example) 2. What determines the â€Å"ideal† span of control?Contingency fac tors such as the skills and abilities of the manager and the employees, the characteristics of the work being done, similarity and complexity of employee tasks, the physical proximity of subordinates, the degree to which standardized procedures are in place, the sophistication of the organization’s information system, the strength of the organization’s culture, and the preferred style of the manager influence the ideal number of subordinates. 3. The trend in recent years has been toward wider (larger) spans of control. E. Centralization and Decentralization.The concepts of centralization and decentralization address who, where, and how decisions are made in organizations. 1. Centralization is the degree to which decision making is concentrated at upper levels of the organization. 2. Decentralization is the degree to which lower-level employees provide input or actually make decisions. 3. The current trend is toward decentralizing decision making in order to make organi zations more flexible and responsive. 4. Employee empowerment is giving employees more authority (power) to make decisions. . A number of factors influence the degree of centralization or decentralization in an organization (see Exhibit 10-7). F. Formalization refers to the degree to which jobs within an organization are standardized and the extent to which employee behavior is guided by rules and procedures. 1. In a highly formalized organization, employees have little discretion, and a high level of consistent and uniform output exists. Formalized organizations have explicit job descriptions, many organizational rules, and clearly defined procedures. 2.In a less-formalized organization, employees have much freedom and can exercise discretion in the way they do their work. 3. Formalization not only fosters relatively unstructured job behaviors, but also eliminates the need for employees to consider alternatives. 4. The degree of formalization can vary widely between organizations a nd even within organizations. 10. 2 MECHANISTIC AND ORGANIC STRUCTURES Organizations do not have identical structures. Even companies of comparable size do not necessarily have similar structures. A. Two Models of Organizational Design. See Exhibit 10-8) 1. A mechanistic organization is an organizational design that is rigid and tightly controlled. It is characterized by high specialization, rigid departmentalization, narrow spans of control, high formalization, a limited information network, and little participation in decision making by lower-level employees. 2. An organic organization is an organizational design that is highly adaptive and flexible. It is characterized by little work specialization, minimal formalization, and little direct supervision of employees. 3.Under what circumstances is each design favored? It â€Å"depends† on contingency variables. 10. 3 CONTINGENCY FACTORS Appropriate organizational structure depends upon four contingency variables: A. Strategy and structure. The organization’s strategy is one of the contingency variables that influences organizational design. 1. Alfred Chandler originated the strategy-structure relationship. His finding that structure follows strategy indicates that as organizations change their strategies, they must change their structure to support that strategy. . Most current strategy/structure frameworks focus on three strategy dimensions: a) Innovation needs the flexibility and free flow of information present in the organic organization. b) Cost minimization needs the efficiency, stability, and tight controls of the mechanistic organization. c) Imitation uses some of the characteristics of both mechanistic and organic organizations. B. Size and structure. Considerable historical evidence indicates that an organization’s size significantly affects its structure.Larger organizations tend to have more specialization, departmentalization, centralization, and formalization, although the si ze-structure relationship is not linear. C. Technology has been shown to affect an organization’s choice of structure. 1. Every organization uses some form of technology to transform inputs into outputs. 2. Joan Woodward’s study of structure and technology shows that organizations adapt to their technology. She found that three distinct technologies have increasing levels of complexity and sophistication. a) Unit production is the production of items in units or small batches. ) Mass production is the production of items in large batches. c) Process production is the production of items in continuous processes. 3. Woodward found in her study of these three groups that distinct relationships exist among these technologies, the subsequent structure of the organization, and the effectiveness of the organization. Exhibit 10-9 and provides a summary of these findings. LEADERS WHO MAKE A DIFFERENCE As the first female CEO of Avon, Andrea Jung has held that position for a dec ade—the most-tenured female CEO in the Fortune 500. Ms.Jung clearly understands the importance of organizational design in helping her global company prosper in good times and bad. This part of her job is especially challenging considering that 70 percent of Avon’s sales are in developing countries. Ms. Jung has made tough decisions to restructure, refocus, and redefine the company’s strategies and created an organizational design to help it continue its success as the leading women’s beauty products company. D. Environmental uncertainty and structure Environmental uncertainty is the final contingency factor that has been shown to affect organizational structure.Environmental uncertainty may be managed by making adjustments in the organization’s structure. The more uncertain the environment, the more flexible and responsive the organization needs to be. 10. 4 TRADITIONAL ORGANIZATIONAL DESIGNS A number of different organizational designs can be fou nd in today’s organizations. Exhibit 10-8 summarizes the strengths and weaknesses of each of these designs. A. A simple structure is an organizational design with low departmentaliza-tion, wide spans of control, authority centralized in a single person, and little formalization. . Strengths of the simple structure are its flexibility, speed, clear accountability and low maintenance costs. 2. The major limitation of a simple structure is that it is most effective when used in small organizations. B. As an organization grows, its structure tends to become more specialized and formalized. When contingency factors favor a bureaucratic or mechanistic design, one of the following two options is likely to be used: 1. A functional structure is an organizational design that groups similar or related occupational specialties together. . A divisional structure is an organizational structure made up of separate, semiautonomous units or divisions. LET’S GET REAL: MY RESPONSE Cindy Brewer Customer Contact Channel Manager Sears Holdings Corporation Loves Park, IL Cindy offers several recommendations for Eli Lilly & Company. To better the structure of the organization, she recommends the use of more flexible structures, i. e. a divisional and organic structure, while at the same time including a mechanistic structure to help speed up certain aspects of the drug approval process.Her final recommendation, to ‘create cross-functional teams across the business units to share best practices and key learning to increase the product development process’ is an insightful one in that it leverages the power of teams to aid in the decision making process and at the same time create a learning/innovation based climate. Answers to Review and Discussion Questions 1. Discuss the traditional and contemporary views of each of the six key elements of organizational design. Traditionally, work specialization was viewed as a way to divide work activities into separate job tasks.Today’s view is that it is an important organizing mechanism but it can lead to problems. The chain of command and its companion concepts—authority, responsibility, and unity of command—were viewed as important ways of maintaining control in organizations. The contemporary view is that they are less relevant in today’s organizations. The traditional view of span of control was that managers should directly supervise no more than five to six individuals. The contemporary view is that the span of control depends on the skills and abilities of the manager and the employees and on the characteristics of the situation. . Can an organization’s structure be changed quickly? Why or why not? Should it be changed quickly? Explain. The speed with which structural changes can be implemented depends partly upon an organization’s size. A small organization is usually able to change its structure more rapidly than a larger one because a smaller c ompany has fewer employees who are involved in the restructuring process. However, a large organization can change its structure and often does in response to changing environmental conditions and changing strategies. 3. Contrast mechanistic and organic organizations.A mechanistic organization is a rigid and tightly controlled structure. An organic organization is highly adaptive and flexible. 4. Would you rather work in a mechanistic or an organic organization? Why? Students’ answers to this question will vary. Many students prefer the structure provided by a mechanistic organization, whereas others would be less productive in an organization with structural rigidity. Note that SAL #III. A. 1 â€Å"What Type of Organization Structure Do I Prefer? † addresses whether each of your students would like to work in a bureaucracy (a mechanistic organization).Students might want to revisit this assessment in answering this question. 5. Explain the contingency factors that aff ect organizational design. An organization’s structure should support the strategy. If the strategy changes, the structure also should change. An organization’s size can affect its structure up to a certain point. Once an organization reaches a certain size (usually around 2,000 employees), it’s fairly mechanistic. An organization’s technology can affect its structure. An organic structure is most effective with unit production and process production technology.A mechanistic structure is most effective with mass production technology. The more uncertain an organization’s environment, the more it needs the flexibility of an organic design. 6. Contrast the three traditional organizational designs. A simple structure is one with low departmentalization, wide spans of control, authority centralized in a single person, and little formalization. A functional structure groups similar or related occupational specialties together. A divisional structure is made up of separate business units or divisions. 7.With the availability of advanced information technology that allows an organization’s work to be done anywhere at any time, is organizing still an important managerial function? Why or why not? Although an organization’s work may be done anywhere at any time, organizing remains a vital managerial function because the work that must be accomplished still must be divided, grouped, and coordinated. 8. Researchers are now saying that efforts to simplify work tasks actually have negative results for both companies and their employees. Do you agree? Why or why not? Studies as far back as 1924 show that simplified jobs lead to boredom.In 1950 other researchers found that highly segmented and simplified jobs resulted in lower employee morale and output. Other consequences of low employee motivation include absenteeism and high employee turnover, both very costly for businesses. ETHICS DILEMMA Shortly after the BP oil spill, B P engaged in a campaign to improve their image including buying domain names that referred to terms like ‘oil spill’ and ‘oil spill claims. ’ A company spokeswoman said â€Å"the strategy is to assist those who are most impacted and help them find the right forms and the right people quickly and effectively. Is this an ethical issue? What ethical concerns do students see in BP doing this? What stakeholders might be affected by BP’s actions (buying the search terms)? In what ways might these stakeholders be affected? While some students may not see this as unethical, there is a question as to whether BP acquired the domain names to better inform the public or to control information access. By controlling information, BP could put their ‘spin’ on events or even keep the domain names idle so that they could not be used by others to distribute negative information about the company actions.Ultimately, with a disaster as large as this one, t here were many stakeholders affected – fisherman, rig workers, hotel owners, management, and employees. Without access to information, these stakeholders may be unaware of their rights to sue or file claims against BP. SKILLS EXERCISE: DEVELOPING YOUR EMPOWERING PEOPLE (DELEGATING) SKILLS A manager’s job is to do things through other people. This requires that a manager learn to trust and empower those they supervise. In this exercise, the author gives five behaviors for effective delegation.Students are to then to read through the scenario and write a paper describing how they would handle the situation described. In the scenario, Ann is already following several of guidelines given for recommendation, by clarifying the assignment and allowing Ricky to participate. In Ricky’s meeting with Bill, he will have to follow his Boss’s lead and follow the recommendations as well. He should first clarify the assignment and what Bill will be able to include (and n ot include) in the manual. It will also be a good idea if Ricky and Bill get other employees’ input on the policy manual – since it will be used by everyone in the organization.Finally, Ricky should establish a feedback channel so that Bill can ask questions and Ricky can keep tract of Bill’s progress. WORKING TOGETHER: TEAM EXERCISE Form groups of three to four students and have each group choose an organization with which students in the group are familiar (where students work, a student organization to which they belong, your college or university, etc. ). Have students draw an organization chart of this organization. Students should show departments (or groups) and especially be careful to get the chain of command correct.Students should be prepared to share their chart with the class. If this is done outside of class as an assignment, it may be a good idea to have students use Microsoft PowerPoint to prepare the chart. PowerPoint has an option to draw organ izational charts in the Smartart menu. Your Turn to be a Manager †¢ Find three different examples of organizational charts. In a report, describe each of them. Try to decipher the organization’s use of organizational design elements, especially departmentalization, chain of command, centralization–decentralization, and formalization. Survey at least 10 different managers about how many employees they supervise. Also ask them whether they feel they could supervise more employees or whether they feel the number they supervise is too many. Graph your survey results and write a report describing what you found. Draw some conclusions about span of control. †¢ Draw an organizational chart of an organization with which you’re familiar (where you work, a student organization to which you belong, your college or university, etc. ). Be very careful in showing the departments (or groups) and especially be careful to get the chain of command correct.Be prepared to share your chart with the class. †¢ Using the organizational chart you just created, redesign the organization’s structure. What structural changes might make this organization more efficient and effective? Write a report describing what you would do and why. Be sure to include an example of the original organizational chart as well as a chart of your proposed revision of the organizational structure. †¢ Steve’s and Mary’s suggested readings: Gary Hamel, The Future of Management (Harvard Business School Press, 2007); Thomas Friedman, The World Is Flat 3. (Picador, 2007); Harold J. Leavitt, Top Down: Why Hierarchies Are Here to Stay and How to Manage Them More Effectively (Harvard Business School Press, 2005); and Thomas W. Malone, The Future of Work (Harvard Business School Press, 2004). †¢ Choose one of the three topics discussed in the section on today’s organizational design challenges. Research this topic and write a paper about it. Fo cus on finding current information and current examples of companies dealing with these issues. †¢ In your own words, write down three things you learned in this chapter about being a good manager. Self-knowledge can be a powerful learning tool. Go to mymanagementlab and complete these self-assessment exercises: How Well Do I Handle Ambiguity? What Type of Organizational Structure Do I Prefer? How Good Am I at Playing Politics? How Willing Am I to Delegate? Using the results of your assessments, identify personal strengths and weaknesses. What will you do to reinforce your strengths and improve your weaknesses? Answers to Case Application Questions Ask Chuck 1. Describe and evaluate what Charles Schwab is doing. It is easy for a company to lose sight of their goals.While other lines of business may be potential money makers, going beyond a firm’s core competence can lead a firm into financial trouble. In this case, students should see how Charles Schwab has stayed true t o its primary business – making stock trades for investors who make their own financial decisions. Another goal of Schwab is customer service. In the example of Cheryl Pasquale, we can see how she uses the company’s information system to closely monitor her sales representatives to make sure they are meeting the needs of customers. 2.How might the company’s culture of not buying into hype and not taking excessive risks affect its organizational structural design? Schwab’s conservative culture would foster a simple structure characterized by low departmentalization, wide spans of control, centralized authority, and little formalization. This structure fast, flexible, inexpensive to maintain and has clear lines of accountability. 3. What structural implications—good and bad—might Schwab’s intense focus on customer feedback have? Schwab’s focus on customer feedback would indicate a flexible structure that is able to adapt to meet customer demands.This structure would allow employees to spend more time and energy devoted to improving relationships with customers and possibly provide for exceptions to improve customer satisfaction. On the other hand, building strong customer relationships takes time and money. By paying so much attention to the customer there is the potential loss of efficiency that Schwab has to maintain to keep stock transactions low. 4. Do you think this arrangement would work for other types of organizations? Why or why not? This type of customer focus would not work well for firms that operate on a thin margin.For example, manufacturing firms that operate in the maturity phase of the industry life cycle focus on keeping production costs as low as possible. This arrangement may also not work well in situations where organizations are set up around processes. A New Kind of Structure 1. Describe and evaluate what Pfizer is doing. What Jordan Cohen has created at Pfizer is a network organizat ion. It’s a form of the boundaryless organization structure where company employees concentrate on the important aspects of the job, i. e. hose elements that are related to the company’s core competencies, and other tasks are outsourced to another organization. 2. What structural implications—good and bad—does this approach have? (Think in terms of the six organizational design elements. ) Have students break into groups and discuss how the advantages and disadvantages of using a network organizational structure from the perspective of: †¢ Work Specialization †¢ Departmentalization †¢ Chain Of Command †¢ Span Of Control †¢ Centralization And Decentralization †¢ Formalization Some groups may be assigned more than one design element.For more information on Pfizer’s new structure, go to the web 3. Do you think this arrangement would work for other types of organizations? Why or why not? The network organization design use d by Pfizer has helped to balance recent layoffs the company experienced after a nearly $4 billion yearly budget cut. According to managers in the Fast Company article, the OOF has cut some project costs by 100%. While this program has been a success for Pfizer, it may not be realistic for other companies that either (a) have not experienced such deep cuts in personnel, or (b) have such high personnel costs. . What role do you think organizational structure plays in an organization’s efficiency and effectiveness? Explain. Organizational structure plays a key role in enabling a company to function smoothly, to remain responsive to its internal and external stakeholders, and to adapt to changes in the marketplace. Innovation is facilitated by fewer layers of management, and students have already learned that the survival and success of a company is usually dependent upon its ability to function as a learning organization that promotes innovation.