Gatorade - Marketing Project Essay Example for Free

Gatorade Marketing Project Essay The Gatorade Company makes the world’s leading sports drink. In part, this is due to its ubiquitous marketing strategies that can be seen almost everywhere. Gatorade is the official sports drink of the NBA, WNBA, MLB, NHL and MLS. It is also the official sports drink of the NFL and has become part of a famous tradition, the â€Å"Gatorade Dunk† where the winning athletes of the Super Bowl empty the Gatorade cooler over the coach. Gatorade has also been advertised by some of the greatest athletes in history; from Serena Williams, to Peyton Manning, to Olympic gold medalist Usain Bolt, to probably the most famous endorser in NBA great Michael Jordan. Gatorade makes several products including the G series which consists of pre-game, thirst quencher and post-game beverages. There is also the G Series Pro which consists mainly of sports nutrition products. Then there is G Natural which contains more natural ingredients. The Gatorade Company also makes Propel Fitness Water. The Gatorade Company was not always such a large company nor was it created by an existing beverage corporation. It was created as a necessity by the team in which it’s named after: The University of Florida Gators. Gatorade was created in 1965 by a team of five scientists led by Dr. Robert Cade. The beverage was created to improve the athletic performance of the university’s football team. When more than a dozen of the players had fallen sick due to dehydration from the intense heat and training, the scientists researched dehydration and what the body loses during immense activity. They found out that sugars, salts and minerals were required to hydrate the human body after immense physical activity; water alone was not enough. They created an electrolyte-carbohydrate drink and supplied it to the athletes. The results were phenomenal. The Gators were able to outperform their rivals, especially in the latter half of the game where exhaustion seemed to cripple their opponents. The Gators went on to win their first Champion ship and soon after Gatorade was adopted by other sports teams. Supplying the beverage became more and more difficult for the scientists as demand increased, and after failed attempts to commercialize it, Stokely-Van Camp acquired U. S. rights to the drink and Gatorade Inc. was incorporated in Florida in 1967. After much success, the coach of the Florida Gators suggested the winning formula to the coach of the Kansas City Chiefs. The Chiefs were impressed and used throughout the entire season culminating with a Super Bowl victory. Much of the growth of the Gatorade Company occurred when it was acquired by Quaker Oats, which bought Stokely-Van Camp for $220 million in 1983. It was under Quaker Oats that Michael Jordan, who was arguably the most famous and fast rising athlete at the time, became the celebrity spokesperson for the company. Sales skyrocketed and Gatorade was once again the leader as the sports drink market grew to $1 billion by 1994. Also during its ownership by Quaker Oats, the product went global. It was and continues to be sold in numerous countries and several continents successfully. It also expanded its product line to include more flavor varieties. Towards the end of the 1990’s the sports drink market grew to $2 billion. With its consistent success, Gatorade continued to launch new products including Propel Fitness Water. In 2000, PepsiCo, a multinational corporation focusing on beverages and snacks, acquired Quaker Oats for $13 billion. It bought over Quaker Oats primarily for the Gatorade brand, which is still one of the corporation’s largest and most successful divisions. Gatorade continued to grow because it renewed its contract with Michael Jordan, campaigned its â€Å"Is it n you? † ad, and also signed a host of new celebrity athletes. Today, Gatorade has over a dozen plants where it manufactures the products it sells and is still the leader in today’s $3 billion dollar sports drink market. Target Market Description The original target market for Gatorade was sports teams. In fact, it was originally only sold to sports teams. It spread from the Gators football team to other Gators teams such as basketball. It then spread to other college sports teams until finally it reached professional teams in the NFL. It spread team to team until it became the official sports drink of the NFL in 1983 and was used by over 70 divisions and college teams. Sales trends increased with the same rapid pace. In the early 1980’s Gatorade led the $200 million sports drink market. Net sales were recorded at $90 million in 1982 and grew exponentially in the following years. By the mid 1980’s net sales were recorded at $170 million. During the latter half of the 1980’s Gatorade marketed its famous Gatorade is Thirst Aid for that deep down body thirst, this along with televised adds, strategic placing of the product on sidelines during big games and a growing sports drink market raised net sales to nearly $900 million by the end of the decade. The demographics of the Gatorade G Series target market: * Traditionally active males, aged 18 to 25. They can be students, just starting their careers, or well established. * They grew up idolizing many different sports athletes and teams, which still have an influence. * They make a very wide variety of incomes because Gatorade is inexpensive. It could be anywhere from $10,000 to $60,000. * Education could vary also, most have at least high school level education and some have college or above experiences. * These types of consumers may also be interested in other sport-related clothing and accessories. They may be interested in terms such as jerseys, hats, shoes or anything that will show off their allegiance to a team, sport or player. * The G Series core target is the 13- to 17-year-old high-school athlete, while G Series Pros target is the 16- to 24-year-old who is in the business of being athletic, whether as an elite athlete or personal trainer. A more detailed look at the MRI report gives a great glimpse into the target market for the sports drink industry. As highlighted in the index, 18-24 year olds are the core target market. With an index of 174, that means 74% of that age range are more likely to drink sports drinks. Moving further up the age range, 18-49 year adults provide a tremendous opportunity for this market. As highlighted by their percent down (which indicates the percent of those persons out of everyone that consumes a variable), 78. 2% of the total population that drank sports drinks were of that age group. Capturing the teen consumer has been identified as a priority for the brand, with the CMO of Gatorade, Ms. Robb-OHagan, conceding that teens thought the brand was dated. Last years shift to G was meant to grab their attention. With that accomplished, she said, the brand has been working with teens to test and promote the new products. Through May, a mobile locker room is making its way to high schools, showcasing the G Series products. What were focusing on this year, from a marketing standpoint, is making sure that the high-school athlete understands the G Series, understands the three-part series, Mrs. Robb-O’Hagan said. If we land that strongly with the teen consumers, we have a lot of opportunity. A Reporter Report is complete with explanations of key numbers. Please note that all the numbers are based on the 2009 Fall MRI study, and that the projected numbers (000) are expressed in thousands. (Appendix A). Market Trends and Macro Forces According to the Beverage Marketing Corporation, the sports drink industry has actually shrunk in sales by 12. 3% from 2009. Considering that Gatorade holds over a 70% market share of the entire sports drink market, they saw losses in gallons produced by 15. 5% in that same year. In a more local look at the market, from 1986 to 2009, the geometric growth of the industry in America has been 11. 62%. However, considering the great growth for the first 19 years of its existence from 1986 to 2005 of 14. 3%, this number might be misleading. A more accurate picture can be painted by using the last 5 years, letting the state of the economy be fully reflected in growth. In this new scenario, the growth is at -. 27%. Gatorade markets not only to the athlete, but to the casual drinker as well: construction workers, restaurants, and families for dinnertime. Sales records for the sports drink brands for the year 2009 and 2010 are available in the Appendix B. Market Trends Changing Needs Gatorade being a sports drink primarily focuses on the needs of the athletes. The researchers believe that the athletes are looking for pre and post workout drinks. The average consumer is already consuming during the before-and-after occasion, said Sarah Robb-OHagan, chief marketing officer at Gatorade. Different consumers have different nutritional needs on game day vs. training days. What weve seen as weve developed these products is different consumers mixing and matching their own regime to meet their needs. In addition, in order to build long term brand loyalty Gatorade is focusing on target high school students between the ages of 13-17 years. What were focusing on this year, from a marketing standpoint, is making sure that the high-school athlete understands the G Series, understands the three-part series, she said. If we land that strongly with the teen consumers, we have a lot of opportunity. What are also sparking the changing needs in this market trend are consumers increasingly focusing on their health. They are conscious about the effects of beverages on their own bodies. According to Mintel, a consumer packaged goods monitoring service, some of the product areas with the highest growth were in the sports and meal replacement categories, which place a greater emphasis on nutrition. More beverage companies are focusing their attention on adding new nutritional benefits to their new products, promoting a product’s ability to enhance sports performance. As the consumers are growing increasingly conscious about the contents of the sports drinks and the needs of the athletes are changing, so is the change in formulations of sports drinks. It is getting even more complicated. Sports nutrition companies are looking at low glycemic sugars as functional sugar systems to enhance endurance in certain products. These include newer functional sweeteners, such as isomaltulose and trehalose. Gatorade has risen to this challenge of balancing innovation with market needs. Beverage World selected Gatorade as the Winner for Brand Reinvention when it released the G-Series which includes the three products: Prime, Perform and Recover for before, during and after work out respectively. Macro Forces There are many macro forces that affect the sports drink industry. Among the most toxic is the current state of the economy. As we have discussed earlier, the poor spending power of consumers has shifted demand to less expensive alternatives, such as water or vitamin infused drinks. As the recession begins to lag into the next year, the sports drink industry can expect sales volume to remain at current levels. Given that the U6 rate (the most comprehensive form of unemployment that combines both unemployed and underemployed) is at 17%, discretionary income will continue to be a hindrance on this industry. While our competitor analysis is fully developed in the coming sections, it should be pointed out now that competition plays a significant role in this industry’s macro forces. Currently, there are two main competitors, Gatorade and Powerade, or Pepsi and Coke, respectively. Unfortunately there is no room for consolidation in this domestic saturated market, so the competitive battles that spur between the two eat away at costs and sales. A recent example comes from a lawsuit between these two companies. An article in the Beverage Industry relating to the industry issues reported a clash between Coca-Colas Powerade and Pepsi-Colas Gatorade on a lawsuit over brand advertising. At issue was a Powerade Option ad that featured a drag race between horse-drawn carts, one of which was carrying 10 bales of hay and the other 50. The message was that 10-calorie Option allowed the 10-bale horse to win the race over the 50-calorie competitor. The lawsuit argued the ad sent the message that Powerade was more effective as a sports drink, as well as containing fewer calories. The matter was resolved in a matter of days, with Coca-Cola agreeing to modify the ad. Such trivial pursuits between the two are costly to the industry and companies themselves. In addition to the direct competitors, sports drinks are facing increased competition from bottled water like Vitamin Water and coconut water and nutritional drinks like skimmed milk and chocolate milk for hydration and nutrition. Coconut water, skimmed milk and chocolate milk are easy to produce and provide natural health benefits compared to the artificial electrolytes in popular sports drinks like Gatorade. While health concerns have had positive effects on the industry, there are also some negatives as well. A new study done by researchers at The University of Iowa suggests that the sports drink Gatorade erodes teeth faster than a carbonated soft drink. I dont think everybody realizes how erosive these things are, especially Gatorade and Red Bull, Leslie A. Ehlen, a student at the University of Iowa School of Dentistry tells WebMD. People need to be aware that all sorts of beverages can be causing dental erosion. Of course, this leads right back to another macro force in regulator procedures. Although in know will health issues like this loom over the industry’s ability to sell their products, the F. D. A (food and drug administration) can certainly dampen sales volumes if need be. The F. D. A has recently banned production of Four Loko as it the combination of caffeine and alcohol mix is extremely dangerous.

Methods for Increased Discernment of Deception

Methods for Increased Discernment of Deception Getting to the Truth A Review of Information Gathering for the Purpose of Establishing the  Veracity of Certain Events with Recommendations for Application In consideration of the not simply punishing the guilty but in addition, for the purpose of the prevention of further crime, law enforcement officials have a significant need for information from witnesses and suspects. This information must, above all, be accurate and it must be gained by a legal means in a means that can be implemented often without extensive personnel or expense in a timely manner. Interestingly enough, despite the general regard of being regarded as â€Å"experts† and â€Å"professionals† in the information gathering business and despite varying degrees of training or experience, numerous studies have demonstrated than nearly all police officers perform at nearly the same levels as untrained civilians as they both tend to hover only slightly above that of a pure chance of 50/50. Though these studies produce somewhat varying rates, it is important to not that there is little consistent validity that certain populations are demonstrably better at dete cting deception than untrained or chance selections (Vrij 2004, p. 159; Vrij, et al. 2004, p. 283; Kassin Gudjonsson 2004, p. 37; Mann, et al. 2004, p. 137). In gathering information, the label of â€Å"interrogation† is attached to processes if the person being questioned is viewed as a primary suspect while the more benign term of â€Å"interview† attaches to those viewed as simply a witness, potential witness or other information gathering purpose. In light of this, one might rightly assume that the chief difference in this labeling of process is the presumptions of the interviewer or interrogator. In the process of interrogation, there is generally an assumption of guilt or at least culpable knowledge for which it is quite possible for induced interviewer bias to play a significant role in the outcome (Wright Allison 2004, p. 138; Gudjonsson 1992, p. 14). This bias is evident through the reply of one police officer in regards to this issue that, â€Å"†¦ we don’t interrogate innocent people† (Kassin Gudjonsson 2004, p. 36). Though it could be called an off-the-cuff remark, this is fairly typical of t he extent of bias that would likely result in a false-positive type error stemming from the subsequent behaviors such as attempts at â€Å"forcing† the subject to â€Å"talk† by not necessarily physical means (Memom, et al. 2003, pp. 57-58). Why People Lie To answer such a question, we might just as well ask, â€Å"Why do people tell the truth†? While these are simply two sides of the same coin, the question brings us no closer to the answer except that there are a potential myriad reasons yet by viewing it in this manner, some insight is possible. For example, in teaching values to groups to young people, one method to force the consideration of ethics is to ask the question, â€Å"Why one should not steal?† This purposefully leading question generally gets responses that either indicates an element of fundamental morality such as, â€Å"Because it is wrong†¦Ã¢â‚¬  or, alternatively, some variant of a fear of getting caught and the ensuing punishment. Similar to this, in consideration of the question of â€Å"why people lie†, the same tenets likely apply, that is they do so to escape punishment or other consequences or perhaps they do so based on the idea similar to the proposition of â€Å"the lesser of t wo evils† as might be the case when one tells an altruistic lie to protect another or to save a relationship (Memom, et al. 2003, pp. 10-11). In studies on lying, aside from the fact that it occurs more than one might think, there seem to be, in the minds of those who tell a lie, different types or degrees of lying depending on the stakes, the outcome and the person(s) deceived (Memom, et al. 2003, pp. 10-11). For example, if a â€Å"good thing† such as a job comes from a lie, it is more acceptable than a theft that occurs by deception. While this is likely how many people think, it is nonetheless a very slippery slope and the â€Å"good† done to one and the â€Å"harm† to another is quite debatable, depending on if one is the victim or the perpetrator. On method of gaining insight into the decision to tell a lie that assumes rationality, that is a conscious decision that a lie is in their calculated best interest, is to utilize the combined approach of motivation theory with the same type of payout ratio analysis used in decision risk modeling. With regards to motivation, one applicable model is that of Vroom’s Expectancy Theory in which the willingness of a person to perform some action is mediated by the interaction three variables (Dreher Dougherty 2002, pp. 34 – 36): Valence – The degree to which the outcome is desired. Instrumentality – The extent to which successful performance would result in the desired outcome. Expectancy – The likelihood of being able to perform a given task. In evaluating business decisions, companies will often construct a formal payout analysis in which the likelihood of positive outcome is weighed against the payout of success and the payout of failure. For example, the company that has a 50% chance of striking gold in a certain mine whose value is $10M but costs $1M to discover, regardless of success should rationally pursue this option which has a projected payoff of $4M (.5 x $10M less $1M expense). While this process of decision-making is easily illustrated utilizing financial examples, the fact that a decision has value to an individual is appropriate. Thus, when a person chooses to lie, they have consciously or not, evaluated their options and, from their perspective made a choice that lie outweighs the payoff of truth against the two possible â€Å"costs† of lying, that of the lie not being believed and that of being caught not telling the truth (Gonjonsson 1992, p. 21). Thus, by seeking to understand â€Å"why† a nd â€Å"how†, one can effectively understand â€Å"who† which aids the investigator to get inside the head of the person being questioned (Douglas Olshaker 1999, p. 17). The Problems of Confessions As indicated previously, the situational context of the interrogation process combined with the fact that police officers most likely have some degree of training in conjunction with the experience of dealing with deception extensively in their daily work yield the predictable result of â€Å"disbelieving people who are innocent with a great deal of confidence† (Kassin Gudjonsson 2004, p. 33). The well-documented presence of interviewer bias creates this situation in which only statements that support the interviewers already held beliefs (Wright Allison 2004, p. 139). This process, in an estimated 30% of the roughly 60% of cases that in which someone confesses, leads to an eventual confession of â€Å"something† culpable (Loftus 2004, p. I; Gudjonsson 1992, p. 50; Pearse, et al. 1998, pp. 1 – 2). Like the variance in the studies citing the ability to detect a lie, there are variance indications of the extent to which false confessions are given with the true n umber difficult to measure (Memom, et al. 2003, p. 76). Despite the problems in getting a true assessment of the problem, there is agreement that certain types of people are much more likely to confess than other groups. For example, youth or those who suffer from some mental disorder or diminished capacity are â€Å"prone†¦ to provide information which is unrelable, misleading or self-incriminating† (Pearse, et al. 1998, p. 2). In data collected on real-life police interviews with the accompanying real-life consequences, research revealed four generally applicable predictors of the likelihood of a confession (Pearse, et al. 1998, pp. 9 – 13): Age – 60% of confessors in this inquiry were under 25 while 60% of deniers were over 25. Drug Use within the last 24 hours was just over 3x as likely to confess. The presence of counsel reduced the rate of confessions by  ¼ the rate as when no counsel was present. Prison or previous documented criminal experience decreased the odds of a confession by  ½ as naà ¯ve subjects. With this information, it is possible to implement practices and procedures by which the pursuit of truth by managing situations in which false confessions due the subjects succumbing to perceived pressure to come up with something that will be â€Å"rewarded† is possible. These practices should likely include (Memom, et al. 2003, pp. 82 85): Using more information gathering-type approaches rather than â€Å"tricky techniques† designed to elicit a confession. Record all interviews and interrogations. Include legal counsel that do more than simply point out administrative issues but act in the interest of the client. Identify and require an â€Å"audit† of particularly at-risk persons. Require additional evidence to corroborate a confession. Discernment Techniques: Raising the Odds of Detection Perhaps most striking about the detection of deception is that there is no standard â€Å"Pinnochio’s nose† or nonverbal behavior that exists to signal an intent to deceive (Vrij 2004, p. 160; Memom, et al. 2003, pp. 11 – 12). This fallacy is one in which people superimpose how they might feel with how they think another should feel and, with this in mind, other indicators of deception will be examined Most people are somewhat familiar with the typical lie detector which utilizes subtle changes in autonomic measures such as galvanic skin responses, heart rate, blood pressure and respiration as correlates of an emotional response to a specific stimulus indicated the subject is concealing knowledge. Under controlled conditions, with a trained operator and a voluntary subject, accuracy rates as high as 95% have been claimed, this apparatus in no longer acceptable in court a a sole source for conviction (Gilbert 2004, pp. 138 – 140; Memom, et al. 2003, pp. 21 – 25; Bennett Hess 2001, pp. 160 – 161). The use of polygraphs as well as electroencephalograms (EEG) to record the autonomic responses to questioning have made to the detection of deception, specifically the attempt to hide specific knowledge, much more difficult. As the brain is very much an organ characterized by the transmission of electrical impulses, its activity is correlated to the conscious and unconscious information it processes. One very specific component of the brainwave, upon stimulation by a question or picture, evokes an excitation in brain wave patterns to the degree that a novel meaningful stimulus can be discerned by the researcher, regardless of what the subject claims. This component, dubbed the â€Å"P300† as it is positive in direction and it occurs 300 milliseconds after stimulation, can be defeated through specific means but for the usual criminal type that does not read journals of physiopsychology, it is a very reliable detector of cognitive effort to deceive (Rosenfeld, et al. 2004, pp. 2 05 – 206). This insight is somewhat complimentary to a less equipment-intensive method in which the interviewer pays close attention to the level of cognitive effort the subject is using. This is based on the reasonable assumption that a liar, in keeping their story straight, must work harder to construct a believable falsehood (Kassin Gudjonsson 2004, p. 39; Bennett Hess 2001, p. 160). In a truthful recollection, it is possible that details may be remembered at one point and omitted in another but the story retains the same essence. This is especially observable when the subject is questioned in a way that takes the elements out of sequential order; the difficulty in getting the details consistent takes considerable effort and is not always successful. This method of deception detection is dubbed â€Å"implicit† as one is considering the element of cognitive effort required to â€Å"keep the story straight† rather than simply if they are lying or not in order to determine the v eracity of the statement(s) made (Vrij 2004, p. 172). Complimentary to this and working in the investigator’s favor is that the subject in most likely not aware of what the police know and is thus at a significant disadvantage with regards to knowing how much information to disclose and how much to withhold (Vrij 2004, p. 170). Similarly, the focal point of the investigation should be upon what the subjects says and, to the degree possible, what the subject does not say through apparent efforts to conceal knowledge. In conclusion, as a result of both seeking to understand the â€Å"how† and â€Å"why†, a law enforcement official can better determine the ultimate culpability for a crime. In consideration of this information the following are presented as suggested methods for increased discernment of deception: Keep an open mind – As indicated, the common view that subjects are lying only â€Å"when their lips are moving† is strong evidence of interrogator bias and is likely to find exactly what the interrogator is looking for†¦ regardless of the truth. You are not interrogating Pinocchio – A belief that liars fidget may or may not hold. The subject may be nervous as this could be their first questioning. They may have been drinking†¦ ad infinitem. Do not interrupt, do not release information unless necessary – The fact that they do not know what you know is a very good thing. This information asymmetry works to both gather more information and better evaluate it. Do not look at the person’s face Facial clues are unreliable, person to person, and a layer of misleading data upon the real focus, the content of the interview. Though nonverbal clues may be present, research indicates that content issues such as omissions or inconsistencies are most likely where clues reside. Consider the amount of effort the subject is using – By using the implicit method of deception detection, more reliable, valid assessments are possible than simply trying to determine if the subject is lying. Record the interview – This is recommended not just for later review and protection of all involved but such as step allows the interview to focus on the content. Works Consulted Bennett, W.W., and Hess, K.M. (2001). Criminal Investigation, 6th edition. Stamford, Connecticut: Wadsworth/Thomson Learning. Douglas, J. and Olshaker, M. (1999). The Anatomy of Motive. New York, New York: Pocket Books. Dreher, G.F., and Dougherty, T.W. (2002). Human Resource Strategy: A Behavioral Perspective for the General Manager. Boston, Massachusetts: McGraw–Hill Irwin. Gilbert, J.N. (2004). Criminal Investigation, 6th edition. Upper Saddle River, New Jersey: Pearson Prentice-Hall. Gudjonsson, G. (1992). The Psychology of Interrogations, Confessions and Testimony. Chichester, UK: Wiley Sons. Kassin, S.M. and Gudjonsson, G.H. (2004). â€Å"The Psychology of Confessions: A Review of the Literature and Issues†. Psychological Science in the Public Interest (5)2, pp. 33 – 67. Loftus, E. (2004). â€Å"The Devil in Confessions†. Psychological Science in the Public Interest (5)2, pp. i – ii. Memon, A. Vrij, A. Bull, R. (2003). Psychology and Law, 2nd Edition. Chichester, UK: Wiley Sons. Pearse, J., Gudjonsson, G.H., Clare, I.C.H., and Rutter, S. (1998). â€Å"Police Interviewing and Psychological Vulnerabilities: Predicting the Likelihood of a Confession†. Journal of Community Applied Psycholog, 8, pp. 1 – 21. Rosenfeld, J.P., Soskins, M., Bosh, G., and Ryan, A. (2004). â€Å"Simple, effective countermeasures to P300-based tests of detection of concealed information†. Psychopysiology, 41, pp. 205 – 219. Vrij, A., Evans, H., Akehurst, L., and Mann, S. ( 2004). â€Å"Rapid Judgements in Assessing Verbal and Nonverbal Cues: Their Potential for Deception Researchers and Lie Detection†. Applied Cognitive Psychology, 18, pp. 283 – 296. Vrij, A. (2004). â€Å"Why Professionals Fail to Catch Liars and How they Can Improve†. Legal and Criminal Psychology, 9, pp. 159 – 181.

The Horror of The Tell-Tale Heart Essay -- Tell-Tale Heart Essays

The Horror of The Tell-Tale Heart    Writers can use many tricks to make a story seem more interesting to the reader. From the words they pick to the setting to the time of the day... the possibilities are endless. In the story "The Tell-Tale Heart" by Edgar Allen Poe, the use of light and darkness, the description of the mans eye and the time frame make the story more scary than anything else. Poe also uses suspense at the end to make the readers heart beat faster. The speaker starts the story out by explaining that he doe not hate the old man that he is about to kill. In fact he even says that he loves him and that he has always been nice to him. The reason he must kill him however is because of what he calls his evil eye. When he describes it one can only have the feel of disgust just imaging it. "One of his eyes resembled that of a vulture-a pale blue eye, with a film over it" (Poe, 1). In the way that the reader describes the eye one gets the impression that the eyes looks as if it dead, maybe making the speaker feel that he has the right to kill the man. The next trick that Poe uses and probably the most interesting is the use of lightness and darkness. Every time the speaker goes into the room to look at the man he always describes the room as being pitch black. Even he takes extra precautions so as not to give off any light into the room. When he goes into the room, he takes a lantern with him but keeps it covered. The only time the lantern gets to shine is when the speaker wants to look at the mans face. Even with this he only shines "...a single thin ray...upon the vulture eye" (Poe, 2). It seems interesting that all of the reader's deeds must be performed in the dark almost as if he is ashamed of what he ... ...r night and just watch the man. Not only does the waiting let the reader know about the killer's seriousness but it also questions his sanity. From the begging of the story the speaker is trying to convince the reader that he has justification in wanting this man to die because of his dead eye. The way that he waits up night after night and watches this man reflects that of a stalker. And at the end when he pulls the boards from the floor to reveal the old man's hacked body, he says he did it because the old mans heart kept on beating and the sound was getting to him. One cannot help but think is this the story of a killer or a mad man? This reading leaves many unanswered questions about the speaker and what his real intentions behind killing the old man might have been. However, what it does not leave to the imagination is much room for any more horror.

The Assessed Causes Of The First World War :: history

The Assessed Causes Of The First World War Long Term Causes And Arguments: In 1838, a agreement was formed to protect Belgium if attacked or invaded. Briton along with other major European powers signed this therefore dragging themselves into the First World War when Germany invaded Belgium to fight France. In 1848, Austria-Hungary under Franz Josef lost a war against France, beginning a long rivalry between the two countries. In 1860, Italy was founded which agravated Austria-Hungary as parts of ithe land had originally been owned by them. In 186, Austria-Hungary under Franz Josef lost to Prussia creating tention between Austria-Hungary and yet more countries within Europe. In 1870, the Franco-Prussian War happened. France, led by Napoleon III, lost to Wilhelm I. This loss meant Alsace-Lorraine was joined on to Germany Empire. France would never forget this and was keen for revenge. In 1875, France set up a War college â€Å"Ecole Superieure de Guerre† which implied that they were building up a strong army to attack Germany again. In 1879, the Dual Allience was formed between Germany and Austria-Hungary, although Wilhem I was afraid that it might damage relations with Russia, which had always supported Prussia. In 1881, The Emperors League was formed creating more allies for Germany and Austria-Hungary. In 1882, Italy who had been waiting to see which was the stronger empire between the two sides finally joined Germany and formed the Triple allience. In 1888, Wilhelm I died and Wilhelm II was appointed Emperior of Germany. In 1890, Germany refused to renew the Russian Reinsurance Treaty and lets Russia go off to find new allies. In 1891, Russia and France agreed to protect each other if either country was attacked(the Franco-Russian Alliance). This created more strain on Germany as the surrounding empires teamed up. In 1904, Briton became an unoffical member of the Franco-Russian allience, building up to fight Germany if attacked. In 1912, Briton and France agreed to join each others battles if it was an unprovoked attack. The Pig War: The Pig war was an attempt by Austria-Hungary to stop the Pan-Serb movement and eventually Serbia, but all that came from this was a stronger Serbia and encouragement to get revenge somehow. Serbia’s main trade was in live-stock and so in 1906 Austria-Hungary stopped the import of all Serbia’s livestock. The Pig war had begun and continued for five years with unexpected results from both Serbia and Austria-Hungary.

Feminism in Sylvia Plaths The Bell Jar :: Feminism Feminist Women Criticism

Feminism in The Bell Jar In Sylvia Plath's autobiographical novel The Bell Jar, the reader learns of the adventures of a young woman in a male-dominated society that will not let her achieve her true potential. Plath's alter ego, Esther, is thus driven to a nervous breakdown and attempts suicide numerous times. In many ways, this novel is a feminist text, centered around the struggles of a young woman who cannot reach her goals in our male-dominated society. People close to Esther, do not accept her talents as a poet and writer, but rather try to push her into traditionally more feminine roles. For example, Esther's mother repeatedly tries to convince her to learn shorthand, but Esther rebels, saying "...when I tried to picture myself in some job, briskly jotting down line after line of shorthand, my mind went blank." (100) Esther, unlike many women of her time, refuses to be controlled by society's gender-based constraints: "The last thing I wanted was infinite security and to be the place an arrow shoots off from. I wanted change and excitement and to shoot off in all directions myself, like the colored arrows from a Fourth of July rocket." (68) The phrases "infinite security" and "the place an arrow shoots off from" come from Mrs. Willard's description of the woman's role in society (58). This passage directly addresses Plath's central purpose in the novel, which is to look at the mental problems that can befall a woman with ambitions that the surrounding culture will not allow her to fulfill. This book was published in 1963, towards the beginning of the "feminist movement"; the events chronicled in this book, however, take place in 1953 (208), in a period during which women's rights were not yet widely recognized in our society. The passage quoted above, and the emotions which it conveys, are typical of a feminist like Esther, but Esther is ahead of her time and is thus unable to express herself to society in the way she wants.

The Great Dr. Jose Rizal

â€Å"It is a useless life that is not consecrated to a great ideal. It is like a stone wasted on the field without becoming a part of any edifice. â€Å" Jose Rizal, a man with so many accomplishments, gives all of us inspiration to put diligence and hard work in all the things we do. I am amazed that even though Rizal’s life has become sort of a series of unfortunate events, he still made it yield a positive and favorable outcome for his nation and countrymen. While he was in exile, he didn’t mind the fact that he was sent to Dapitan to live like a prisoner and yet he still managed to become abundantly fruitful with varied achievements for he practiced medicine, pursued scientific studies, continued his artistic and literary works, widened his knowledge of languages, established a school for boys, promoted community development projects, engaged in farming and commerce and many others. Despite his many activities, he kept an extensive correspondence with his beloved family, relatives, fellow reformists, and his friends who were eminent scientists and scholars of Europe. It is only when it was mentioned in the documentary have I realized that Rizal never left the country to his own purpose and advantage, but to extend even greater his sacrifice for the sake of the Filipinos. Rizal truly was a person for his countrymen, he truly was a patriot and nationalistic for he never wanted to see his fellow countrymen being oppressed and being exploited -what made Jose Rizal stand out of the others as a hero to a nation. He truly was a man of action, he did not only look over the people nor just tell people what to do, and he helped them in their everyday work. Rizal was intelligent and yet very humble. He always put his countrymen first before him as well he never failed to express how he loved so much his family and the people he held close to his heart through his letters to them all throughout. These are credible and more than enough reasons for me to justify that Rizal is our hero, our inspiration and our lesson of the past that just like him, we should also strive hard to live honorably and be a man for our country.

Emergence of a new nation In a multipolar world: Bangladesh Essay

Analysis of a long period (1947-1971) needed for the independence of Bangladesh is mainly depicted in this book. Analysis of why and how Bangladesh was emergent as a sovereign country in the world is also illustrated here. Number of both internal and external factor that led the liberation war of 1971 also plays a vital role in the analysis. The liberation war 1971 with its final achievements through the sacrifices has remained as a sacred and precious part in the history of Bangladesh. The nine month long a glorious war which was identified as a major land mark in the entire process of evaluation, analytical role of India, erstwhile Soviet Union, USA and China constitute the central content of the work. Internal developments stimulating the rise and consolidation of nationalism are analytically discussed. The focus however is on the international setting of Bangladesh in a relatively short time. The present revised and enlarged edition contains analysis of national and international developments since 1975,which was the cutoff point of this book when published in 1978.Three new chapters included in this enlarged edition dwell on Global, Regional and National changes and developments from 1975-2006.State building, Nation building and Parliamentary Democracy in Bangladesh and terrorism & national security. Read more: Essay About Liberation War of Bangladesh Chapter -1 It describes how the birth of a new state occurred in a polycentric world. The world of the nineteen seventies apparently multipolar can also be described as a ‘Pentarchy’ structure of two triangles in which five dominant power rules. The first triangle is Military, consisting of those states with dominant strength in arms, actual and potential, the United States, the Soviet Union and China. The second triangle consists of three leading powers in the world of economy and finances the United States, Western Europe and Japan. The triangles are asymmetrical and unstable for, while chinas Military power continues to rise, though slow and gradually, the economic position of the United Sates continues to decline relatively, if only proportionately, to those of Western Europe and Japan.The triangles are also complex and inter related. The Military triangle is composed of limited adversaries, whereas the economic triangle consists of limited alliances. The World System since the beginning of seventies has not only registered as marked integration of the cold war collisions but has also been featured by growing challenges to the competence and authority of nation state institutions. The challenges to the existing nation state institutions has been most strident in the so called Third world, where practically every government presides over a multi-ethnic,multi-linguistic and multi-cultural state. That Challenge was crowned with success in a spectacular fashion in the case of Bangladesh at the close of 1971 the caesarean birth of Bangladesh marked the success of the first armed separatist struggle in the post,1945 post-colonial third World. During 1953-1957 the United State was busily making collective security arrangements in an attempt to recruit ‘Allies’ for her confrontation with the communist camp. In south-east Asia the United State sponsor and encouraged the formation of SEATO (The South East Asian Treaty Organization) and CENTO (The Central Treaty Organization). The arrangement was originally viewed by the United States & Thailand as underpinning the inherently with Geneva agreement which recognized the communist-ruled North Vietnam. CENTO also began as a regional security grouping at the behest of Iraq and Britain, but the participation of those northern states of Asia sharing frontiers with the Soviet Union such as Iran, Turkey, Pakistan and the reinsurance, as it were, provided by the United Sates, made CENTO no less than SEATO, a US weapon against her Global adversary, Soviet Union. The birth of Bangladesh-the first state to be born in blood and fire in a polycentric world has been a unique case, as the following analysis shows. There is hypothesis that political factors, rather than economic, ethnic and cultural one, were catalyst of Bangladesh revolution. Chapter -2 From autonomy to secession 1. A brief history about the Muslim rules in India from the late 1200 century to 1957 is described here. Muslim separatism-British rule in India, in general ,was favorable to Hindus. In Bengal, the nineteenth century ,Bengali middle class with Calcutta as its economic, cultural and multi political Mecca, was a Hindu middle class.The Bengali muslim society, at this time, consisted of a thin aristocratic stratum, a small but gradually growing, English educated middle class and a vast, impoverished and illiterate peasantry. 2. Political history of mother tongue-from the beginning of the emergence of Pakistan that was cultural and linguistic discrimination between east and west Pakistan. The Awami Muslim League with other dissident political groups demanded the recognition of political and cultural rights of East Pakistan. When Pakistan tried to impose Urdu, a language as the only speech language of the country, the political parties of East Pakistan and several other organizations opposed these attempts through mass rallies, processions, meetings and demonstration during the period 1942-1952. A number of students lost their lives as a result of police firing on the procession. They became the first martyrs of Bengal for the cause of language, culture and autonomy. 3. Formation of united front government in 1954 and they demanded 21 points. Among other things the most important was full regional autonomy. 4. Proclaimed of martial law in 1958 – President Mirza proclaimed martial law in the country on 7th October’1958.On 27th October he himself was ousted by  General Ayub Khan, who proceeded to build a Unitarian, centralized, dictatorial system with the support and sanction of arm forces. Sheikh Mujib with his lieutenants came out openly in 1966, with their manifesto, called the 6th point program, which outlined a situation of maximum political, economic and administrative autonomy for East Bengal within a confederal Pakistan. 5. Politics under military resumes. 6. Civil world and secession from 25th March to Aug’1971. 7. Gaining of de-facto independence of Bangladesh.