Alice Walker †flowers Essay

â€Å"The Flowers† is a story written by Alice Walker, in 1988. It’s a 3th-person narrator that tells the story. The story tells us about a girl, whose name is Myop. She lives near a forest in a cabin with her family. Sometimes she walks in the forest with her mother, they collect nuts among the fallen leaves – actually they have done it many times, so that’s why Myop knows the forest very well. One day she is out for one of these walks, but by herself. This day something is different in the forest, and Myop decides to go home, but suddenly there is a man†¦lying in the forest floor, just beside a wild pink rose. When first we meet Myop she is walking near her house, playing around with her stick making sounds, she is walking towards the forest. Myop is a ten-year-old girl, and it seems like she still is a bit naive and unaware of what is going on in the world. This I also therefor I think the name Myop maybe could come from the expression â€Å"myopia†, which means narrow sighted or shortsighted. Myopia causes that the image you see, when you look at something in a longer distance, it’s out of focus or most likely impossible to see. That day she was walking in the forest alone. She made her own path, going that way and that way, while she was collecting blue flowers. She was having fun all by herself. She seems very innocent, but also confident, because she is walking all by herself. Normally she likes to walk in the forest, and also this day until something changes, suddenly the forest doesn’t feel safe anymore, and as a reader you get a feeling of fear on the behalf of Myop. In the text there is written â€Å"the strangeness of the land made it not as pleasant as her usual haunts†(page 1 line 24). Here you begin thinking of what might happen since things suddenly are different than they use to. Myop is getting insecure and afraid, so she decides to walk back home to the house, but on her way home she stumbles over something. â€Å"It was then she stepped smack into his eyes. Her heel became lodged in the broken ridge between brow and nose, and she reached down quickly, unafraid, to free herself.†(page 1, line 26-29). This is possibly the first time Myop faces dead, until now she has been childish and a bit naive to the rest of the world. So I can’t image that she has been faced with something so serious like this before. The man she stumbles over I’m pretty sure have been an Afro-American. I say that because he was tall, had big bones and wore blue overalls, these things I mean prove that he was an Afro-American, because all of these things are typical for an Afro-American man and not a white man. Myop is also an Afro-American, this we hear in the text â€Å"the stick clutched in her dark brown hand†(page 1 line 9). Because of that it sort of takes a rotation in the story. I begin to think about White vs. Black people, and things like lynching or murder. There is a noose near the man, and that indicate that he might have been exposed to hanging/lynching. The fact that he isn’t buried is also a thing that makes me think of murder, and not a normal dead. And then there is the rose, there is only ONE pink rose, and it’s just beside the body of the man. This could might be a sign to the reader, that there maybe had been someone and laid it there, just like to a funeral where w e lay flowers on the grave. This almost convinces me of the fact that the man was killed, and there have been someone who loved him to say goodbye to him. In the end of the story Myop lays her own blue flowers beside the pink rose. I think it could be a sign that Myop has changed that day, she has seen some terrifying things, and involuntarily needed to handle and think of things, which actually what just what she needed. The walk in the forest possibly made her see that the world isn’t just all good, and that there is some things out in the real world, which is not what she expected – but it’s not bad that this happened to her, in a way it helped her grow away from being a kid. Some day we grow up and need to see the world in a different perspective, than we do as kids. This day was the day Myop mentally grew a bit older, and may started to see the world in a different way.

Study of Consumer Attitudes to Drinking

CONSUMER ATTITUDES TO DRINKING – UK – AUGUST 2010 – Consumer Usage – Market in Brief ? There are opportunities for both the on- and off-trade to take advantage of consumers’ willingness to try different drinks. As cocktails are associated with bartender knowledge, skill and theatre of serve, there is scope for the pub industry to differentiate and for manufacturers to replicate, as already seen by Bacardi’s Mojito mixed drink, now complete with branded packs of ice cubes at Tesco. Internal marketing Environment UK alcohol consumption has been in decline since 2004 but penetration levels are still high as drinking is deeply ingrained in the British culture. What People Drink and How Often Although alcohol consumption is down in the UK, consumers are increasing their drinking repertoire, with cider now ranked alongside the lager, wine and spirits categories. Rose benefits from appealing to all age groups and the much sought-after younger demographic, something the red and white varieties have failed to do. ? Rose wine has managed to do what white and red wine have been trying to do for years: appeal to the younger demographic. While it is not as popular a drink as the other wine flavours, white spirits or cider, rose has the advantaged in appealing almost equally to every age group, from 18-24-year-olds to the over-55s. ? Lager has been drunk by the most people (60%) over the past 12 months and is the largest market in terms of volume sales (see Internal Market Environment). ? Lager drinking remains largely male-dominated, with three quarters of men drinking lager in the last year compared to 40% of women, while the opposite is the case for white and sweeter-tasting rose wines, which women tend to prefer. Choice differs by age Figure 17: Types of alcohol drunk in the last 12 months, by age, August 2010 Base: 838 internet users aged 18+ ? Over a third of women, however, drink alcohol less than once a month or never drink alcohol. Interestingly, and in contrast to reports in the media, the highest proportion of people who never drink alcohol is amongst the 25-34-year-old age group, followed by 18-24-year-olds. ? According to Mintel’s On-trade Soft Drinks – UK, December 2009 report, women are much more likely than men to drink soft drinks in the on-trade and are opting for healthier and somewhat more expensive drinks when they do so. There are several barriers to women drinking alcohol, including health and social mores. Mintel’s Understanding Drinking Occasions and Unlocking Potential Customers – UK, August 2009 report found that almost a third of women would be encouraged to try a new alcoholic drink if it were low in calories, suggesting that brands, retailers and pubs need to d o more to inform health-conscious customers that lower-ABV and -calorie alcoholic drinks exist, both in the off- and on-trade. Factors influencing drinking habits: ? The social dimension is important when drinking alcohol, with over half of consumers drinking when catching up with friends. This is a universal factor of why people drink, being a key reason for over half of men and women and typically most important to 18-34-year-olds, although this is still high for the over-35s and across almost all socio-economic groups. Social beings Figure 24: Net difference* between any agree statements on drinking alcohol, by gender, June 2010 Base: 1,701 internet users aged 18+ who have drunk alcohol in the last 12 months * this is worked out by subtracting the percentage of female drinkers agreeing with each statement from the percentage of males. For example, 65% of female drinkers said ‘I don’t like running a tab as I can lose track of how much I’m spending’ compared to 58% of men, therefore giving a score of +7 percentage points. Source: GMI/Mintel Key analysis: While sharing pitchers of beer is common in the US and larger beer glasses pervade the European Continent (e. g. 1-litre beer steins in Germany), in the UK the defining consumer drinking behaviour is the buying of rounds. What is probably most peculiar with buying rounds of drinks is the fact that friends or family are able to request whatever drink they like, regardless of price or type, in the (usually) safe knowledge that the gesture will be returned. More could be done to encourage customers to share their knowledge of favoured drinks when buying rounds, therefore acting as brand ambassadors by driving word-of-mouth recommendations. Drinking Habits Among 18-24yr Olds – UK – June 2010 – Drinking in Context ? Findings in this report indicate that both young men and women feel under considerable pressure to drink to excess, even if they do not like the taste or the experience of getting drunk. While this is more pronounced among men, who are trying to fit in with masculine norms, a sense of social pressure to drink is also common among women. This causes greater internal conflict for them, as women are not only constrained by negative gender stereotypes of getting drunk, but they are also much more sensible about the potential detrimental health problems that alcohol abuse can cause. However, women aged 18-24 are most influenced to not drink by their ego rather than concerns about their health, with the prospect of putting on weight being the single most influential factor in their not drinking alcohol. However, despite this they are just as likely to binge drink as men, although they are less likely to be extreme binge drinkers. As a rule they prefer sweeter-tasting drinks; they are almost three times as likely as all adults to drink pre-mixed spirits (also known as alcopops or alcoholic ready-to-drinks); as well as being much more likely to drink cider and spirits which mix well with soft drinks and in cocktails, such as white rum, bourbon. ? The choice of drinks for 18-24s is influenced by alcohol being such an acquired taste, meaning that younger drinkers prefer sweeter drinks which disguise the raw taste of alcohol. For example, a major finding from Mintel’s Wine – UK, June 2009 was that wine was attracting many more consumers once they reached their mid-thirties onwards, and a main reason for this was that it takes people a while to develop their drinking palates, alongside a greater propensity to drink at home. ? Recently rose has started to attract younger drinkers put off by the negative baggage surrounding alcoholic ready-to-drinks (ARTDs), but it is the brands with higher sugar content, rather than dry roses which are leading the charge. Cider has been one of the few alcoholic beverages to see its sales volumes increasing yearly over the past five years. It has benefited from being re-invented by the Magners ‘on ice’ concept. This appealed to younger drinkers and women by highlighting its refreshment and fresh, fruity taste, in particular for summer occasions (see Cider – UK, November 2008). Few people understand how easy it is to binge drink†¦ Binge drinking is defined according to government guidelines as: * for women, drinking six units of alcohol or more in one session (ie two large glasses of wine) Flavoured Alcoholic Beverages – UK – October 2007 – Market in Brief * Young women have traditionally been the target for FABs and certainly the profile of those that drink them at least once a week still reflects that, for both on- and off-trade drinkers. The regular FAB drinker is more likely to be female, single and less affluent. * There is still some appeal among older women (25-34) who perhaps started drinking when FABs first appeared on the market, although it’s more likely these consumers are drinking less than they use to. Some women have been attracted to the new innovations in lower-calorie FABs, however, the research shows there is a growing need to develop the category as these consumers are looking for a more sophisticated drink. SWOT Strengths * Consumer demand for more refreshing drinks with lower alcohol levels. * Growing interest in fruit-flavoured drinks. * A large proportion of consumers occasionally drinking FABs providing an opportunit y to increase frequency. * Increased NPD in this market. Government campaigns on units should alert consumers to lower strength than is perceived. * A willingness from retailers to develop the category via premiumisation. Weaknesses * Fall in the number of consumers drinking alcohol as healthy lifestyles take hold. * Poor image associated with the category with underage consumers and binge drinkers. * Continued price pressure from supermarkets. * FABs’ unsuitability to developing on-trade occasions such as food-led. Lack of premium offering appealing to over-25s. * For a market in decline focus on young women is limiting the appeal and targeting requires a broader audience. * Increased competition from cider and lager offered in premium-style bottles. * Declining availability as increased options in premium drinks such as lagers, ales and ciders and soft drinks squeeze shelf space both in supermarkets and bars. Drinks Market 2008 Key Note Alcoholic drinks worth an estimated ? 41. 6bn

Explore Jane Austen’s presentation Of Mr Darcy Essay

For this piece of coursework, I have been asked to explore Jane Austen – the author’s presentation of the misunderstood character Mr Darcy in â€Å"Pride and Prejudice†. I will be looking at how Jane Austen has presented the different aspects of Mr Darcy’s personality. These will include Mr Darcy’s language, behaviour, others’ opinions of him, a comparison with other male characters in the story, such as Mr Collins and finally what I think Jane Austen’s opinion on Mr Darcy is. This story was set in a nineteenth century Georgian society and in this time, the situation of marriage was that if a wealthy man proposed to you, you could not possibly give â€Å"no† as your reply. Mothers encouraged their daughters to get married by taking them to lavish balls and occasions where they would be acquainted with the wealthy. I will also be looking at the stages of Mr Darcy’s development throughout the book. This will include differences at the beginning of the novel – where he was very proud and self-centred, going on to the middle and end of the book, where his attitude changes and he turns into a caring, loving and considerate bachelor – the â€Å"perfect† man. The title of the story in itself represents Darcy’s attitude – â€Å"Pride and Prejudice† – Darcy’s pride where he thinks he is superior and his prejudices against the people he believes are less fortunate than him. Darcy is an extremely rich bachelor where he owns many houses, lands and villages. This adds to the change in his character as throughout the beginning and middle of the play, we are made to think that he is selfish and greedy, whereas in actual fact, he is the complete opposite! At the ball at Hunsford, Darcy refuses to dance with anyone, saying â€Å"there is not another woman in this room, whom it would not be a punishment to dance with.† Here is comes across as very self indulgent and pompous, having said that no other girl in that room is acceptable for him to dance with. He then goes on to say that â€Å"You (Mr Bingly) are dancing with the only handsome girl in the room†. From reading this, the mind of the audience has been already been made up – Mr Darcy is a rude and arrogant character and we are forced to immediately dislike him and his attitude because of this. As Mr Darcy talks, you can tell he has a very high opinion of himself as he talks to people as though they are beneath him and he is looking down on them. An example of this behaviour is as follows – â€Å"I certainly shall not†¦I detest it†. From this I feel that Jane Austen wants us to dislike him for a reason not yet known to the reader. Darcy’s arrogance then ceases to continue as at Lucas Lodge, where he rudely addresses the people who we at Hunsford Ball as savages â€Å"Every savage can dance† clearly suggesting that all the people at that ball were mere scavengers and did not deserve to be there as they did not deserve to be with him. In Darcy’s opinion, they were not high enough in society to be with him. He also suggests this as Sir William Lucas says â€Å"Do you not think it would be a proper compliment to the place (St James’, if he danced there), which he then replies â€Å"It is a compliment which I never pay to any place if I can avoid it.† – meaning Darcy not dancing at any certain place is in fact a compliment to him, as again he believes he is far too superior to dance at those occasions. Surprisingly, as Elizabeth Bennet’s hand is offered to Darcy, she gracefully refuses. However he accepts to take her hand when offered to her by Sir William, â€Å"Mr Darcy is all politeness†, she says this in a very sarcastic manor, and she was attempting to get back at Darcy at this ball, as he was so arrogant not to dance with anyone at Hunsford. Here, we support Elizabeth because we like her persona. At Netherfield, when Jane (Elizabeth’s sister) is ill, we again experience Mr Darcy’s arrogance and rudeness. This is a main build up of Darcy’s character as we see that he is a very serious and superior man, but at the same time, also very intelligent. We also see Elizabeth’s intelligent and witty side when she and Darcy have a minor quick-fire debate where it starts with Elizabeth saying â€Å"I hope I never ridicule what is wise or good† meaning, unlike some (Darcy) she hopes not to take advantage of the serious and good things in life. She then goes on to state after Darcy has said that everyone should understand what is good, â€Å"Such as vanity and pride† which Darcy then quickly fires back â€Å"†¦vanity is a weakness indeed†¦pride will always be under good regulation†. Finding this very funny, â€Å"Elizabeth turned away to hide a smile†. This suggests that Elizabeth is mocking, teasing and making fun of Mr Darcy, when the whole time, he is being serious. This brings an element of comedy into the story. At Netherfield Ball, Elizabeth tells Mr Darcy while they are dancing of her acquaintance with Mr Wickham, â€Å"who is blessed with such happy manners†. It then seems as though Elizabeth goes too far on talking about Wickham when she says â€Å"he (Mr Wickham) has been so unlucky as to lose your friendship†. You can tell he is not fond of Mr Wickham immediately as Austen writes â€Å"and seemed desirous of changing the subject†. At Longbourne, we experience Mr Collin’s proposal to Elizabeth. With the words that he speaks, almost made â€Å"Elizabeth so near laughing that she could not use the short pause he allowed in any attempt to stop him farther†. Again, this adds an element of comedy throughout the story, and is a comparison to Darcy’s surprise proposal. Mr Wickham uses his charm to his advantage by painting a bad picture of Mr Darcy, using his convincing persona to feel everyone. Mr Collin’s proposal is very abrupt and is obvious that he is only proposing because he feels that it is an obligation for him to do. He is therefore not proposing/marrying for the purpose of true love. â€Å"My reasons for marrying are, first†¦secondly†¦thirdly†¦Ã¢â‚¬  The fact that he is proposing in this manor also comes across as quite arrogant and selfish as he is only marrying for the purpose of himself. Before Elizabeth had had a chance to agree or disagree on the proposal, Mr Collin’s seems to already think he knows what she will say (yes), as he then refers to â€Å"When we are married†¦Ã¢â‚¬  This was the point at which Elizabeth stopped him before he gained further ideas of them married in his head. Elizabeth gracefully declines his offer â€Å"It is impossible for me to do otherwise than to decline them (offer of marriage)†. This proposal here at Rosings is what begins the change of Darcy to the considerate, kind and loving man that he turns out to be. Elizabeth still believes that Darcy is a terrible person however, as he has taken Wickham’s job (as a vicar) away from him. However, Mr Darcy begins to open up and explain to Elizabeth about his attitude. He begins with â€Å"In vain I have struggled†, making his life seem like a constant battle. He then goes straight to the point about his feelings towards Elizabeth when he says â€Å"I admire and love you† This gives a sense of truth and deep meaning and is an extremely brave thing to say. However, his use of language, as he speaks to Elizabeth, such as â€Å"†¦pride†¦inferiority†¦degradation†¦Ã¢â‚¬  suggests that Elizabeth still isn’t making him charming. Darcy also realises that his family are very much like himself too – proud and arrogant, when he says â€Å"degradation – of the family obstacles†, meaning he knows his family would object to him marrying such a â€Å"common† girl. But despite this, he still decides to go ahead. I particularly admire this moment, because it gives a sense of teasing the audience and confusing them – just as they thought they knew Darcy’s mind, they were wrong. It is extremely clever as Austen has now moved from what was portrayed as the man â€Å"in love† to suddenly a man becoming so frank and rude. Elizabeth declines Darcy’s proposal, apologising to him – quite sarcastically for any confusion or misunderstanding she has caused â€Å"I am sorry to have occasioned pain to any-one†. She insults him which is what changes him later. When looking back and comparing both Mr Collins’ and Mr Darcy’s proposals, it is clear that Mr Collins’ is the more heartfelt and honest one. Mr Collins was more careful and undoubtedly loving about his words, even though it was asked in a comical manner. It shows how much he cares for Elizabeth. Whereas Mr Darcy was just direct and abrupt and had not thought about anything else when asking, except for him; Darcy doesn’t even contemplate the fact that there is some chance of Elizabeth declining his proposal. â€Å"Wholly unmoved by any feeling of remorse†, is what is described as when the subject is brought up on Darcy’s feelings towards the end of the friendship between him and Wickham. Elizabeth still despises Darcy for stopping Bingly and her sister (Jane) from getting married. But here, Darcy is able to shake off the main â€Å"charge† against him which is arrogance, pride and prejudice; however Jane’s pain still remains the same, as she continues to say â€Å"†¦your manners impressing me with the fullest belief of your arrogance, your conceit, and your selfish disdain of the feelings of others†. However, in the reader’s eyes, Mr Darcy has become acceptable because he still cannot overcome the great force of love he feels for Elizabeth. We can see this as he leaves after Elizabeth’s speech on his behaviour, he remorsefully says â€Å"†¦I perfectly comprehend your feelings, and have now only to be ashamed of what my own have been†. Here, the reader has been made to feel sorry for Darcy and for us to think that Elizabeth is being too harsh on him, when in actual fact; the audience knows at the back of their minds that she is being perfectly honest. He explains himself for the break up of Jane and Mr Bingly as he says â€Å"Her look†¦ (was)†¦without any symptom of peculiar regard†. He then goes on to apologise about his rude arrogance in opinion of Elizabeth’s family, saying that â€Å"your mother’s family†¦betrayed by herself†¦it pains me to offend you†. We can see here that even though he is still extremely snobbish, he has some remorse for the way he spoke to Elizabeth and her family. This is obviously a tremendous change in his attitude as before, at Hunsford and Netherfield, he cared about no body except himself. He explains to Elizabeth why he feels such great hatred towards Wickham, which obviously because he ran away with Darcy’s 15/16 year old sister, after the Darcy family have done many things to try to do the best they can for Wickham. But however much they had tried; Wickham stayed a gambler with no money. As the letter continues, he opens up more and at the very end, he ends with â€Å"I will only add, God bless you†. This suggests care, consideration, regard and love for her. This comment alone in my eyes shows a true depth of feeling Darcy is encountering about Elizabeth right now. This feeling of love for Elizabeth grows as she and her family visits one of his houses at Pemberley. The first thing she notices is that his house is very tasteful and is compatible with all the things that she would look for in a house. She realises that this house has â€Å"†¦more real elegance, than the furniture at Rosings†. As Elizabeth continues to explore the house, she finds out from the housemaid that Darcy was â€Å"always the sweetest tempered, most generous hearted, boy in the world†. She then carries on to say that Darcy will be â€Å"affable to the poor†¦He is the best landlord and the best master†¦that ever lives† meaning he is a very good, kind man, who is not selfish at all as he gives some of his earnings to the poor and that he obviously treats her well†¦as a human being not as a slave â€Å"not like the wild young men nowadays†. This reinforces our changing view of Darcy. However when Mr Darcy does walk in to find Elizabeth there with her family, she sees him as â€Å"strikingly altered† so he has dramatically changed â€Å"his manners so dignified†¦such gentleness†. All of this evidence tells us that from Rosings Park to here at Pemberley, his love for Elizabeth has grown stronger. The climax of Pemberley is when he sees Elizabeth and her family and asks to be introduced to them. This was an extremely major compliment towards both Elizabeth and her family. However, Elizabeth is still hesitant about Mr Darcy’s (to her) sudden change, and therefore she is still slightly prejudice â€Å"†¦she felt like he would probably strike into some other path†. Then, Darcy shocks Elizabeth even more when he asks her is it’d be ok for him to introduce her to his friends which she didn’t expect at all as it reads â€Å"†¦for which she was quite unprepared†, and following that, he asks if it’d be alright for him to introduce himself to his sister. With his sister being the only close family he has, this must have been very important for Darcy to ask. Here Elizabeth finds that Darcy has in fact been having conversations with his sister about her. The shock of Lydia running away with Mr Wickham causes the reader to think this incident will drive Darcy away from Elizabeth’s family, but in fact it has brought Elizabeth and Darcy closer together because Darcy has lived with this torment before, having known that Wickham has tried to do it with his own sister. Therefore, Darcy does everything in his power do help find Lydia. He now realises that in order to be able to accept Elizabeth, he must take on Wickham as a brother-in-law, having seen that everything wild about Elizabeth’s family is seen in the naà ¯Ã‚ ¿Ã‚ ½ve Jane herself. Despite all this, Darcy still goes ahead to try to find them. To Darcy, it would be mortifying if Lydia and Wickham got married he would hate his brother-in law and think his sister-in-law was a stupid child. Mr Darcy helps Elizabeth’s family to find Lydia and when he does pays Wickham ten thousand pounds for him to marry her. But he ensures that Mr Gardner takes credit for it. In this asset of his personality he is a complete gentleman and in fact very modest. This is very cleverly done by Austen as she plans that we are told about this later. Privately, Mr Darcy has saved the family and Wickham single hand idly, by paying off debts of Wickham. While all the time, everyone else is left thinking it was the Uncle paying for everything. Here, we see a big change in Darcy’s behaviour, Jane Austen now wants us to think of Darcy as a misunderstood and misinterpreted character. She does this very well when we see Darcy’s gratifying behaviour, saying that Elizabeth’s â€Å"family owe me nothing. Much as I respect them, I believe, I thought only of you†. He then describes his feelings that he is â€Å"violently in love† with Elizabeth. Compared to Netherfield Ball, where he didn’t want to dance with a single person in the room, he is very compassionate. He even understands why Elizabeth insulted him and he realises that what she said about him was in fact true and he despises himself for this. He says the words have â€Å"tortured† him. He then tries to justify his behaviour by saying that it is due to his childhood â€Å"As a child†¦not taught to correct my temper†¦pride and conceit†¦many years as an only child†¦I was spoilt by my parents† He the goes on to say â€Å"†¦dearest, loveliest Elizabeth†¦you taught me a lesson†¦by you, I was properly humbled† Here, he is thanking her for helping him change and for helping him realise that he was a very arrogant man who wanted things his own way, he thanks her for changing him into a kind considering, loving man who fears that if Elizabeth didn’t come along to change him, he would still have been the selfish person he was at Netherfield. Jane Austen has clearly waited until the very end of the book, where she drops many ideas as pints such as the above of Darcy not being a bad man at all. This causes enjoyable tension for the audience. Unfortunately, Elizabeth’s mother still dislikes Darcy for his arrogant behaviour, and believes he hasn’t changed, not knowing he has helped the whole family and saved them from great debt and embarrassment. But this doesn’t bother us much as we know that Elizabeth’s mother is quite stupid and ridiculed. In conclusion we find that Fitzwilliam Darcy has undergone great change in his attitude from being rude, arrogant and full of pride at Hunsford, Netherfield and Rosings, to flourishing into the perfect gentleman as he meets his love, Elizabeth the audience finds Darcy acceptable after the letter and the second proposal, but he was never a bad person, he had never done anything to hurt anybody, it was just his personality. Maybe he was always kind hearted, but put on a show to suit his status. Mr Darcy is well worth his change as he has transformed into a humble gentleman with deep emotions. I think Jane Austen has done a very good job of portraying Mr Darcy as the loveable and romantic man she wants us to perceive him as. The whole story is structured well, with many exciting twists and turns which will keep the audience interested throughout. It is a true love story of a kind woman and a kind man, who make the perfect couple. As expected, Elizabeth becomes Mrs Darcy and everybody remains happy.

Technology and Nursing Practice Essay Example | Topics and Well Written Essays - 2000 words

Technology and Nursing Practice - Essay Example ern definitions of nursing define it as a science and an art that focuses on promoting quality of life as defined by persons and families, throughout their life experiences from birth to care at the end of life (Wikipedia, 2006). As technology is playing a major role in all emerging fields, nursing is also growing in terms of technology. It is quite evident that the use of computer and information technologies in the health care increase at a faster rate and this is in turn going to improve the nursing practice and patient education. These technologies have also entered the teaching practices of Nursing. Modern teaching approaches with new technology-based teaching and learning assignments will increase student attainment, including retention, motivation, and class participation; improve learning and significant thinking, provide instructional reliability, and augment clinical education. Moreover, it will create nursing curricula which links people and information resources into a web of learners’ community, communication, and group association as the nursing student engages in their journey from a student to a trainee practitioner. One of the primary role of the nurse as a health care provider has be en one of patient educator. Hence nurse professionals and nurse educators require to look at how the nursing profession can use the potential of the Internet to revamp patient education and transform nursing practice. One of the technologies used is the Knowledge Management System (KMS). Knowledge management is the unambiguous and systematic organization of fundamental knowledge and its related processes. It necessitates turning personal knowledge into knowledge for learners-at-large through the organization of information across guidelines. Generally, managing knowledge focuses on two basic intentions: enabling knowledge distribution and using knowledge to generate society. Specific knowledge management activities that have been employed within the business model

Why do we, as a culture, need monsters Essay Example | Topics and Well Written Essays - 1500 words

Why do we, as a culture, need monsters - Essay Example Most parents use excuses relating to imaginary monsters in order to straighten out their children and make them behave in a certain manner. This paper thus helps to provide an insight regarding the need of monsters in our culture with respect to monsters in popular culture. (Cohen, Jeffrey Jerome Cohen) Most human beings are scared of the unknown; they are afraid of chancing upon people that belong to or have extraordinary powers or are of the supernatural. People are used to living normal lives without such elements of mystery popping up in their lives. However, people worship God and regard him as the highest power or omnipotent and omnipresent being in everyone’s life. Just like there is God, people have also created monsters, just so they can be doubly sure of keeping each other in check. Scaring someone makes them think about the situation in a better manner and also helps people to get disciplined as they feel that they are being threatened. Thus, most people started men tioning the presence of monsters in everyday life in order to scare others and make them do certain things or carry out specific actions. (Asma, Stephen) Most parents had a habit of putting their children to sleep or making them do tasks only by talking about monsters and scaring them in order to ensure that the children are scared enough to follow through with the task perfectly. For example, most children are scared of the dark and that is only because parents tell their children that monsters come in the night. However, no one knows what exactly a ‘monster’ is, it simply has been defined as an abnormal ray of light in the form of a figure that lurks around in the dark and scares and messes around with people. Children thus are scared of what they do not know, i.e., they believe their parents and have this sense of fear inculcated within themselves right from the very beginning. When they grow up, they use the same measures on their children, so on and so forth. Some people even say that monsters have been created by people in order to answer questions that people have not yet been able to answer. For example, the use and creation of characters such as Dracula, vampires, werewolves and Frankenstein are names that have been given to extraordinary creatures that in reality may or may not even exist. Monsters are thus generally metaphors for things that people are not able to comprehend or relate to in their lives. They are thus a personification of the worst fears of mankind and exist on the planet just to be able to keep a man in check with respect to whatever he does in order to scare him as and when the need arises. This is how the spread of monsters has been possible in popular culture because with the help of such knowledge about monsters people have been able to express their views on the same subject matter of interest, in books, movies as well as song and dance. Culture has amalgamated the use and existence of â€Å"monsters† as an essential aspect of a human being’s life because as the years have progressed, people have found it increasingly important to have an element of fear in their lives which can further motivate and instigate them to do better in different fields. In reality, there have been rumours about monsters existing under the sea as well as in broken down and remote areas of the world. For example, the Loch Ness Monster in

SCI103- Science and Technology Lab Course_ PHASE 3_IP3 Report

SCI103- Science and Technology Course_ PHASE 3_IP3 - Lab Report Example Vegetation surface type reduces the amount of runoff because vegetation provides little if any impervious surface area. Consequently, light rainfall produces very little or no runoff (Factors affecting runoff, n.d.). Smooth mountain rock surface increases the amount of runoff because there is inadequate vegetation cover to reduce the amount of exposed surface. In addition, the terrain of the area makes it prone to runoff because the steep sloping increases the downward flow of water thereby increasing the quantity of soil that is taken away with the water (Yong, Mulligan, & Fukue, 2006). Bare soil surface type increases the amount of runoff more than vegetation surface type, but less than smooth mountain rock surface. This observation can be attributed to the lack of vegetation cover on the bare soil, which exposes the oil to runoff. However, the absence of a steep slope somehow slows down the rate of movement of water carrying soil thereby making the rate of runoff less than that on a mountainous terrain (Perlman, 2012). Vegetation slows down and prevents the loss of sediment by enabling the soil to be compacted to the ground. Consequently, the possibility of sediment being carried away by running water is reduced significantly. Vegetation slows down the speed of water movement over the surface of the ground. Therefore, rainwater has more time to be in contact with the ground leading to more absorption of water hence greater infiltration (Beven, 2012). Pavement or smooth rock runoffs affect waterways by on causing downstream flooding since a lot of water is carried to the waterways. There is little soil on such surfaces hence no obstruction of waterways. Heavy sediment deposits affect waterways by congesting them and obstructing the movement of water. Additionally, there is pollution of waterways when the sediments contain noxious substances such as nitrogenous fertilizers from agricultural farms. Therefore,

What concepts and theories best capture the predicament of forced Essay

What concepts and theories best capture the predicament of forced migrants in the 21st century - Essay Example This presents a challenge, as countries who are absorbing an influx of voluntary migrants may not have enough economic opportunities for the forced migrants. Additionally, because the same conditions exist for the voluntary and the forced migrants, forced migrants may have difficult attaining refugee status, which means that they might not be accepted by the receiving country. A forced migrant is somebody who is forced to leave their home to seek refuge because of the possibility of being persecuted in their home country (Davenport et al., 2003). They may either seek refuge inside the borders of their own country, in which case they are internally displaced or in another country, in which case they are refugees (Castles, 2003, p. 5). The first kind of migration examined will be that of forced migration. There are many types of forced migrants. Refugees is one type, and these are people who have been displaced because of war in their home country (Castles, 2003, p. 5). They can be contrasted with æ ® ¿sylum seekers,in that every country has the right to define what constitutes a refugee, and every government must grant a person the status of refugee. Therefore, an individual is granted the status of æ ® ¿sylum seekeruntil the government grants them the status of 途efugee(Castles, 2003, p. 7). Refugees may also refer to persons who leave their home country for fear of persecution on the basis of race, religion, nationality or membership of a particular social group or political opinion (Davenport et al., 2003, p. 28). While the refugees are individuals who seek asylum from a country other than their home country, internally displaced migrants are slightly different, according to Adelman (2001). Adelman (2001) states that the internally displaced also leave their homes because of fear of persecution, like refugees, but, unlike refugees, the internally

Political Science Research Paper Example | Topics and Well Written Essays - 500 words

Political Science - Research Paper Example From the study it is clear that Charles E. Schumer became a leader who finds common sense solutions to national issues. Moreover, Schumer has built a reputation for tirelessly fighting for New York by visiting all the 62 counties each year while talking to constituents on emerging issues and finding solutions. In practicing some of his policies and implementation, on March 16, 2015, Schumer blasted the current amendments by the federal department of housing and urban development of withdraw of federal funds promised to change housing units of towns and communities around New York City. This paper concerns the federal department which promised to change local infrastructure developments in the city to march with the current economic requirements on housing. Schumer policies on national development enabled him face the federal government and insisted on development that the national government and the federal government had earlier promised communities and towns within New York City. Schumer believes in reaching people and working with then through consultations to enable development. The federal government was to bring change to the towns of Elbridge, Skaneateles, and Onondaga, which he consistently pushed for the changes the federal government had earlier promised. The federal government approved CDBG funds within the communities in September 2014 and instead it became reluctant about the development. Schumer believes in transparency and accountability of the government in accomplishing some of their duties promised to the natives.

Baseball Reading Set Essay Example | Topics and Well Written Essays - 1250 words

Baseball Reading Set - Essay Example There is overlap in the themes. They discuss American exceptionalism, individualism, the pastoral nature of baseball, and the way it contains the elements of traditional society. Each author emphasizes different areas of these themes, to some extent, but these themes are held out as being primary. At the end of their arguments, each author reaches a conclusion different from the conclusions reached by the other authors. The intention of this paper is to reach a conclusion informed by the contributions of all three articles, as well as this author’s personal understanding of baseball and American identity, within the framework offered. Guttmann argues against American exceptionalism, raising various claims and treatments of this theme, historically, and refuting their assumptions and conclusions. He does not, however, refute the arguments that baseball has been of great importance to America, and that baseball and American identity have things in common. After a careful examination of the arguments, Guttmann concludes that all nations go through similar stages of development, America being no different in that regard, but that baseball has served American needs, as a transition sport (Guttmann 8). The transition, to which he refers, is the process of moving from a traditionalist culture to a modern, quantified, electronic digital one. Guttmann observes that most other countries do not eagerly latch on to baseball, as a primary sport. One reason is that many are still traditionalist, and therefore celebrate the seasons and life cycle in a more traditionalist way. Some of them have other ways to honor the ancient pastoral traditions, and the archetypes within their psyches (Guttmann 2). I support this conclusion because I see evidence for it. I have heard that in Russia and in Northern Europe, for example, it is a sport to take a sauna and then run into the snow. This gives first-hand experience of the

Disorder of Donnie Darko Essay Example for Free

Disorder of Donnie Darko Essay Donnie Darko is an almost confusing film about time travel, schizophrenia and the manipulation of ones fate. The film focuses on a teenage schoolboy named Donnie Darko. Donnie is not mentally healthy but he is very intelligent and has extremely high Iowa test scores. He also has a tendency to hallucinate and do destructive things when sleepwalking, such as flooding his school and burning down a house, due to this he is on strong medication and sees a therapist on a regular basis. After a near death experience, Donnie starts seeing an imaginary friend known as Frank. Frank is a seven foot tall, demonic looking rabbit, who tells him about how the world is going to end and of the possibilities of time travel. Frank saved Donnie from this near death experience by telling Donnie to follow him outside and revealed to him that the world was going to end in 28 days, 6 hours, 42 minutes, and 12 seconds. After Donnie was told about the end of the world a plane engine crashed through his house, destroying his bedroom. Luckily Donnie was outside and survived. Donnie also finds love in a new girl to his school named Gretchen Ross. This girl also has a dark past and is somewhat mentally unhealthy as well due to her mother being stabbed four times by her step father. As time goes on Donnie sees more of Frank and more hallucinations, which leads him to think that time travel is possible along with the power to manipulate fate. To prevent all of the negative events Donnie sees himself causing in the future, he goes back in time to stay in his room and die as the plane engine crashes through his home. This prevents a whole butterfly type effect on everyone that surrounds him and the end of the world Frank warns him about. Throughout the movie Donnie is filled with unhappy thoughts and his head is consumed by troubled feelings caused by the prescription pills he takes, although these pills seem to be the only thing that Donnie has to give him a consistent behavior and focus in life. They also open his mind to reality beyond what he normally comprehends. Donnie is tortured by his genius, his fear of death, and struggles with isolating himself brought on by feelings of being rejected for thinking differently or outside the box. Through his genius and reaction to the pills, Donnie saw his destiny and was scared of  dying alone so he created Frank to give him direction. With his second chance in life, Donnie went around making sense of peoples lives and destroying things that could make people unhappy such as his corrupt school. Donnie loves people and wants to help them but he fears what everything means in the big picture, and this is why he needs Frank for direction. He then realizes that his choice to live brought more pain, death, and doom than if he had died in the first place. This is why he chose death, he just needed to understand this so he could be at peace. He then feels happy about himself which is why he dies with a smile on his face. Donnie Darkos behavior is very abnormal, he is not like anybody else in his environment. This can mostly be attributed to being a paranoid schizophrenic. Paranoid schizophrenia is one of the most damaging of all mental disorders. It causes its victims to lose touch with reality as Donnie does with his ideas of time travel. They often begin to hear, see, or feel things that arent really there, or hallucinations which Donnie often experiences. They also become convinced of things that simply are not true which are delusions. In the paranoid form of this disorder, they develop delusions of persecution or personal greatness. The first signs of paranoid schizophrenia usually surface between the ages of 15 and 34. There is no cure, but the disorder can be controlled with medications such as Donnie is forced to take. Since Donnie is a paranoid schizophrenic no prior events would have caused his behavior because schizophrenia is thought to be a chemical imbalance in the brain and is not in any way caused by stress, which disregards any idea of post traumatic events causing his behavior, although stress can make the symptoms worse. One example of this is how the near death experience made his symptoms worse. His symptoms included, confusion, inability to make decisions, hallucinations, changes in sleeping habits, energy level, delusions, nervousness, strange statements or behavior, withdrawal from friends, or school, anger, indifference to the opinions of others, a tendency to argue, a conviction that you are better than others, or that people are out to get you. Without medication and therapy, most paranoid schizophrenics are unable to function in the real world. If they fall victim  to severe hallucinations and delusions, as Donnie does, they can be a danger to themselves and those around them. This is greatly illustrated by Donnie being forced to take his medicines, and causing harm to others such as when he shoots the kid who hit his girlfriend and flooding the school. It is rather evident that Donnie Darko suffers from paranoid schizophrenia.

Company On Cadbury

Company On Cadbury As a result of our report, we have come to discover that there are various forces that affect the environment that is Cadbury and Freddo Frog, including political, economical, socio-cultural, technological and legal. We have also discovered that there are many levels of competition which include generic competition, product competition and brand competition, as well as the situational and group influences and individual characteristics of consumers. Various market segmentation approaches were explored, and involved demographic, psychographic and behavioural market segmentation. The ways in which the brand is perceived and positioned was also explored and identified, and were illustrated through the creation of a perceptual and positioning map. Our report also explored the communication tools that were used within Cadbury for its Freddo Frog product, and evaluated the effectiveness of campaigns in reaching the consumers and communicating with the public. 2.1 Introduction: Cadbury is a multi-national corporation, which produces essentially chocolate and confectionary products and operates in more than 60 countries.(Callus Cutler). According to IBISWorld, Krafts Cadbury products have majority of confectionary market share of 49% (2010), which makes it an interesting company to study. With specific attention to the tween market of children aged 6-13 years old, Cadburys Freddo was developed and has been a great success as a childrens chocolate due to its popular brand identity, taste, and initiatives such as fundraising, interactive computer gaming and the fact that it is packaged as an appealing product. Cadburys popular brand identity and market share has such an impact on the Australian chocolate industry making the Cadbury Freddo an interesting topic to study. Part A will discuss the Cadbury brand environment and its impact on marketing initiatives for the product Freddo. That, political factors, economical forces, socio-cultural factors and legal factors all play a significant role on marketing Freddo. Part B will observe the generic, product and brand levels of competition that Cadbury has been involved in; the situational, group and individual factors that influence the consumption of the brand; and, the demographic, psychographic and behavioural characteristics of the Freddo product tween target market. This section will observe why people purchase Freddo, brand identity, the role of packaging and the changing demographics of Australian lifestyle to healthy eating choices. Part C examine how Cadbury wants its product Freddo and its associated brand perceived by its target market and how the target market perceive Freddo and Cadbury. This will include the positioning statement that: Cadbury Freddo is aimed at ‘pre-teen children and their parents who only want to spend a couple of dollars on a small chocolate as an inexpensive treat or reward for good behaviour (Cadbury 2011). This section will show positioning and perception maps for the Freddo target market. Part D will explain the various tools that Cadbury has used to communicate its desired position to its tween market and will describe a communication campaign with specific reference to this market. This report will observe, as Cadburys Australia and New Zealand Managing Director, Mark Callaghan recognises, that Cadbury has been a big part of Aussies lives for almost 90 years, and underpinning this relationship has been the unbeatable taste of our chocolate and the affinity people feel for our brands† (Ellis 2010). 3.1 Part AKaitlin Ramsay (3863803) Cadbury is a multi-national corporation that operates in more than 60 countries, and employ over 46,000 people (Callus Cutler, 2010) As such an internationally renowned and utilised company, Cadbury is thus subject to many major forces within the business environment that affect and impact upon their marketing initiatives. These forces political, economic, socio-cultural, technological and legal forces. The political factors that can affect an organisation and its initiatives are the laws and regulations that the Government can impose, as well as the political stability of a nation, or indeed, the world. (Elliot et al, 2010, pg. 48) In the case of Cadbury, forces that have affected its environment include the Childrens Television Standards 2009. This meant for Cadbury that there were now advertising restrictions in place that negated them from being able to advertise their product, in any way that may mislead or deceive children, and must be perfectly clear and understandable for a typical child (Australian Government, 2010). This means that Cadbury and their marketing initiatives of Freddo Frog must adhere to these restrictions, and be careful about that way they promote their product to children. In promoting Freddo Frogs to children, they must also not promote HFSS (High fat, salt and sugar)(Hackford, 2010). Consequently Cadbury has to focus on sensible and appropriate ways to market Freddo Frogs to kids, that doesnt infringe upon these impositions. On the other hand, parents can now be more comfortable about the fact that their children are less likely to be targeted in deceptive marketing tactics that encourage kids to consume unhealthy products. This initiative is also helping to contribute to creating a healthier lifestyle for all Australians. The Economical forces impacting upon the environment of Cadbury and its product, Freddo Frog, include interest rates, income levels, levels of inflation and the level of unemployment (Elliot et al, 2010, pg. 49) One of the foremost impacts upon all companies throughout the world was the Global Financial Crisis. This caused an increase in interest rates, a rise in inflation, high unemployment and a lower income.An increase in interest rates may lead to an increase in prices for consumers; which in turn can negatively affect sales, as people during times of financial difficulty, may be reluctant to spend more money. A rise in interest rates may also cause a change in demand for products—which in this case, would mean a decrease in demand. It also means less capital for Cadbury—which may lead to the possible retrenchment of workers due to the inability of Cadbury to support a high number of employees. The impact of these economical forces mean Cadbury needs to focus on effectively utilising their resources during times of financial obscurity. This may mean spending less money on marketing, and more on other areas of production, as there is less capital to spread around to all areas of the company. Cadbury may be more productive and efficient in these times as they are forced to consume their resources in a cost-efficient manner. An interesting fact is that although people are less likely to buy luxury goods during times of hardship, Cadburys sales increased by 2% in 2009 during the GFC, as people bought chocolate as a source of comfort food (Despuez, 2009). Looked at from this perspective, it can be concluded that Cadbury may not have to be as concerned as one would think when people are financially inadequate, as chocolate becomes a popular product during such times. The Socio-Cultural factors that affect Cadbury and its Freddo Frog include the culture, values, attitudes, beliefs and trends of the public (Elliot et al, 2010, pg. 50). In todays society, there is an increasing trend towards video games and similar technology for younger people, as well as gravitation towards initiatives that are â€Å"green† or considered ethically responsible. In addition there is an ever-increasing importance placed on the social aspect of schooling—in terms of acquiring the latest trends in order to â€Å"fit in† with the other kids, whether this is with clothing, books, toys, food and drinks. These forces that affect the youth today mean Cadbury must integrate and take into account such factors when establishing their marketing initiatives. As a result of the increasing use of technology and computers amongst young people, which is now a generational characteristic, Cadbury introduced the Internet game â€Å"The Adventures of Freddo Frog†(2010). The exciting and interactive nature of the game enticed younger people to partake in the game, and has made the product increasingly popular for young people. Modern society values the idea of contributing to a cause or initiative that helps achieve something positive. People also like the idea of being associated with something that is ethically responsible, and Cadbury has achieved this through their Fairtrade Scheme â€Å"Which seeks to address the imbalance of power in trading relationships, unstable markets and the injustices of conventional trade(Cadbury, 2010) The fact that Cadbury is so invested in their Fairtrade scheme creates a positive image for them and all of their products, including Freddo Frog. There is an element of trust that Parents value and respect, and thus are more likely to buy Cadbury products for their children, due to their belief in the brand and its ethics. The social aspect of schools also impacts upon the nature of marketing initiatives of Cadbury and their products like Freddo Frogs. The fact that a child may be considered â€Å"cool† if they are associated with a chocolate that has its own representative game (The Adventures of Freddo Frog) means social factors are important for Cadbury. Cadburys success in the creation of the game is a result of their marketing initiative in the form of Internet gaming for kids. On the other hand, the fact that importance is placed on what kids bring to school is not exactly a healthy lesson to learn for kids, and the idea that food choices is incorporated into this is also not ideal, as kids may consume more than is necessary to achieve the desired social outcome. The technological forces that may affect the company environment include whether the technology can be used for innovation, whether distribution or communication can be improved using technology, the accelerating use of technology and the better standard of quality of products due to technology (Elliot et al, 2010, pg. 50). Technology is what has allowed for the creation of the online games, and is essentially the innovative tool used to create more interaction between children and the Cadbury Freddo Frog brand. The communication improvement between children and Freddo frog is essentially due to the improvement in technology over the years (Cadbury History, 2009). Not only has the increase in computer technology been ideal for Cadbury, but also production technology, as it has allowed for considerable growth and success for Cadbury and thus, Freddo Frog. The improvement in technology has allowed Cadbury with its Freddo Frog to compete again with Kinder Surprise. For a time, Kinder was dominating the market for childrens chocolates, as the toy inside the chocolate was very popular amongst kids. The introduction of the online Freddo Frog game however, allowed Cadbury to take back its reign as the top confectionary company. The fun and interactive nature of the game is contributed to making the product so popular. The ever increasing use of technology by Generation z (otherwise known as Generation @) means that Cadbury are reaching their target market in the most ideal and popular way. And the more and more children that use the Internet, the larger the chances are they will come across the Freddo Frog Adventure Game, and the likelihood of their buying the product (or their parents for them) increases. Although, on the other hand, kids are now spending more time in the virtual world of computer games, interacting with characters that dont exist, instead of being outside playing games and interacting with real people. Legal forces are a facet of the business environment that always has a large impact upon companies, as they essentially govern and direct the actions of a company, with laws and regulations (Elliot et al, 2010, pg. 51). These come from industry bodies such as the Advertising Standards Bureau and the Australian Competition and Consumer Commission (ACCC). Companies, including Cadbury, must comply with laws and regulations such as the Fair Trading Act 1987 (NSW), the Competition and Consumer Act 2010, and the (Goods and Services Tax) Act 1999. These Acts essentially ensure that Cadbury acts in a fair manner, in relation to trade, production, workplace environment, employee treatment, taxes etc. As well as ensuring they comply with industry regulations to not deceive or mislead, or have the intention to deceive or mislead consumers, or behave in a way that does not adhere to any standards set by these regulatory bodies. The Australian Competition and Consumer Commission (2011) is responsible for dealing with matters in relation to competition, as well as the enforcement of the Competition and Consumer Act 2010. They are concerned with different areas including dealing with customers, dealing with other businesses, the running of the business in question, industry codes of conduct and professions competition. The ASB deals with issues including â€Å"use of language, the discriminatory portrayal of people, concern for children, portrayal of violence, sex, sexuality and nudity, and health and safety.† (NSW Government) There are more Commissions and Boards such as these that businesses have to be concerned about, although these are the most important and recognized. As such Cadbury has to market its product, Freddo Frog, and conduct business surrounding this product, in such a way that it does not mislead or deceive (neither parents/adults nor children), does not falsely misrepresent the product, and does not infringe upon any of the other aforementioned criteria for business conduct in relation to the Trade Practices Act, or the Fair Trading Act (ACCC, 2011). This will impact upon Freddo Frog, as they will be a legally responsible and trustworthy company, that can be relied upon by both consumers, suppliers etc. to produce a product that markets itself using only the approved methods. If a company is legally sound, they are generally thought to be an ethically/socially responsible entity as well. 3.2 References: Australian Government, 2010, Advertising to Children, accessed 26/4/11, http://www.acma.gov.au/WEB/STANDARD/pc=PC_91814 Australian Competition Consumer Commission 2011, For Consumers, accessed 28/4/11, http://www.accc.gov.au/content/index.phtml/itemId/815215 Australian Competition Consumer Commission 2011, For Businesses, accessed 30/4/11, http://www.accc.gov.au/content/index.phtml/itemId/815214 Callus, A, Cutler, D, 2010, Fact box: Cadbury vital statistics and history, accessed 26/4/11 http://www.reuters.com/article/2010/01/19/us-cadbury-factbox-idUSTRE60I1Jh30100119 Elliot, G, Rundle-Thiele, S Waller,D 2010, Marketing, John Wiley Sons Australia Ltd, Milton Queensland Cadbury 2011, Fairtrade Certified Cadbury Dairy Milk hits Australian shelves, accessed 27/4/11, http://www.cadbury.com.au/About-Cadbury/Fairtrade.aspx Cadbury History n.d., accessed 28/4/11, http://www.bizaims.com/coffee%20break/curiosities%20events%20funny/cadbury%20history Competition and Consumer Act 2010 (Cwlth) Despuez, N 2009, More People Buy Chocolate Amid Recession, Cadbury Sales Up, accessed 27/4/11, http://www.startupbizhub.com/more-people-buy-chocolate-amid-recession-cadbury-sales-up.htm Fair Trading Act 1987 (NSW) Hackford, C 2010, Sugar and Spice and All Things Nice: Advertising to Children, accessed 26/4/11, http://www.advertisingcompliancelaw.com/articles/hfss-foods/ NSW Government 2010, Fair Trading-Advertising, accessed 30/4/11, http://www.fairtrading.nsw.gov.au/Businesses/Advertising_and_marketing/Advertising.html 2010, The Adventures of Freddo and the Time Machine, accessed 27/4/11, http://www.freddo.com.au/ 4.1 Part B Madelin Robertson (3665926) Through effective marketing, Cadbury needs to make sure that they provide their target market with greater value then their opponents on different levels of competition. Cadbury works on the ‘Generic competition level by identifying that its consumers have alternative ways to meet their product needs and that this same want or need can be satisfied by substitution with quite different products (Elliot, G, et al, 2010, p.46). Today the market is highly competitive and companies are now competing against other segments of the marketplace with products such as snack foods, cakes, cereal and biscuits (IBISWorld 2010). These products are sometimes obtained at a cheaper price or offer more value for money. Cadbury aims to avoid generic competition by effective marketing of Cadbury chocolate and Freddo products to give them a prestigous and trusted image that is reasonably priced. Cadbury promote that the taste of its chocolate is superior to other common chocolate brands, that it is more enjoyable to eat compared to items such as biscuits, and that its price is similar if not reasonably priced compared to other confectionary and sweet products. ‘Product competition describes products that are broadly similar but have different benefits, features and prices that distinguish them from competing products (Elliot, G, et al, 2010, p.46). Cadbury chocolate and Freddo compete with a wide variety of confectionary products and children confectionary products in the Australian confectionary industry. Many of these products are chocolate or sweet based so they vary in flavour and product type. Some examples of products which Cadbury compete against are: Jelly lollies, hard boiled sweets, chocolate products, fine chocolate products which could all satisfy a consumer in the confectionary industry. According to IBISWorld in the confectionary industry Krafts Cadbury products have majority of confectionary market share of 49.1% (2010). Like other confectionary brands, Cadbury need to be innovative and differentiate their products, keep prices low and maintain their popular brand image to sustain consumer consumption through changing consumer tastes and dietary trends, for example, a price rise in chocolate may persuade consumers to switch to sugar-based confectionary instead (IBISWorld 2010). Cadbury contends with ‘Brand competition where many of its products are similar to other chocolate brands that offer the same benefits, features and price to the same target market. Childrens chocolate products such as Ferreros Kindersuprise, Mars Mars bar, MMs, and Nestle Smarties all target the pre-teen chocolate market in Australia. To emphasise brand image and acquire market share Cadbury works with initiatives such as supporting and sponsoring community events, fundraising initiatives and sporting groups, where Cadbury products are promoted and recognised within different communities and age groups (Cadbury 2011). Online, Cadburys Freddo interactive computer game, which children can play, helps to create demand for the product and give it a fun and prestige pre-teen confectionary brand identity over its competit ors (Cadbury 2011). Cadburys Australia and New Zealand Managing Director, Mark Callaghan recognises that Cadbury has been a big part of Aussies lives for almost 90 years, and underpinning this relationship has been the unbeatable taste of our chocolate and the affinity people feel for our brands† (Ellis 2010). Cadbury also uses individual branding of its products to give them their own identity and position in the marketplace, to reach its market segments, and to avoid confusion with other product brands. Situational influences are the circumstances a consumer finds his or herself in when making purchasing decisions. According to Elliot, principal situational influences may be classified as: physical: the characteristics of the location in which the purchase decision is made; social: the interactions with others at the time the purchase decision is made; time: the time available for a purchase decision; motivational: the reasons for the purchase; and mood: the mood of a person at the time of the purchase decision (et al, 2010, p.104). Confectionary items usually constitute an impulse purchase that is unplanned or spontaneous. The strategic presence of chocolate and confectionary in stores such as at the grocery store checkout or a vending machine signify purchases that may not have been considered or planned (IBISWorld 2010). Due to the nature of impulse buys, customers will not pay high prices for the items they did not originally intend to purchase so products such as Cadbury Freddo is relatively cheap retailing at around $1. In the current economic climate, high retail prices for children items such as toys may lead parents to buy cheaper items such as Freddo (IBISWorld 2010). When buying chocolate for children it is usually purchased as a reward for good behaviour or celebration. A retail outlet must have pleasant surroundings and be strategically placed to influence consumption. Group influences â€Å"comprise social factors (the influence of other people) and cultural factors (the influence of the values, beliefs and customs of the persons community)† (Elliot et al, 2010, p.106). The culture, subculture and social class of a group of people greatly influence buying behaviour. Increasing technology and production techniques, marketing techniques (such as interactive computer games) and environmentally friendly packaging, play a role in consumption of products and Freddo (Cadbury 2011). Cadbury has recognised the difference in generation gaps and has moved to consider this. Freddo uses modern pictures, symbols colour, packaging and a fun and happy image of Freddo to create consumer interest and to target its younger market. Cadbury promote its products as a friendly brand that is associated with family whilst being widely recognised and trusted. Freddo is also reasonably priced available to majority of the population. Many children and parents learn fr om others that Cadbury is a respected chocolate brand and identity that families enjoy and often pass this knowledge directly onto others, or indirectly by others observing use of the product. Individual factors relate to personal characteristics such as demographic factors, lifestyle and personality, and individual psychological characteristics such as motivation, perception, beliefs and attitudes and learning (Elliot et al, 2010, p.118). Individual motives such as hunger, to satisfy self with something sweet, or a treat for celebration are seen with the purchase of Freddo, however purchase of the product has been identified to impulse purchase (IBISWorld 2010). Cadbury aim to work on an individuals perception by shelving space (usually low or at eye sight where it is easy to see and reach) and packaging which shows bright and colourful tones, stylistic cartoon image of Freddo (which relates to children), legible writing, and the purple trademark colour of Cadbury which is widely acknowledged and brings consumer awareness. Cadbury ads reflect that its chocolate simply tastes good and uses this as a key element to marketing their product. The fact that Cadbury Freddo comes in a variety of flavours (strawberry, peppermint, dairy milk, top deck, white chocolate, rice crisp and caramello koala) also targets individual wants and taste and therefore targeting a wide range of people (Cadbury 2011). Although many people carry the belief that chocolate is not a healthy lifestyle choice, the new portion sizing and Freddo sizing is a well thought approach for children in todays lifestyle. The demographic segmentation of the target market is based on demographic variables related to the vital and social characteristics of populations such as age, education and income (Elliot et al, 2010, p.177). Cadbury Freddo are focused on the tween market segment (children aged 6-13) Generation Z and the parents of this generation, Generation X, for product consumption. Generation Z, the digital and technologic generation, present an age where children are typically focused on the internet, video games, social networking and mobile phones, hence earning the title digital natives (Elliot et al, 2010, p.177). The parents of Generation Z, Generation X, are also included in the target marketing of Freddo as these individuals are usually the ones who purchase the product. The economic climate of the Global Recession saw a dramatic fall in spending as unemployment grew, however consumption of chocolate and confectionary sustained according to IBISWorld as â€Å"consumers choose to indulg e themselves in inexpensive, ‘feel good luxuries such as candy and chocolate, in an attempt to ease more pressing concerns such as mortgage or loan repayments† (2010). The changing demographic of the average Australian household due to an ageing population and regulatory constraints are which are increasing in relation to product labelling, food safety and advertising may also put pressure on manufacturers. Psychographic segmentation is based on the psychographic variables of lifestyle, motives and personality attributes (Elliot et al, 2010, p.178). Increasing health awareness and lifestyle factors today majorly influence consumer consumption, as many people are aware that ‘junk foods are contributing to the increasing obesity rate in Australia and around the world. People are aware of the health risks and problems for themselves and their children and so aim to promote a healthy lifestyle through a balanced diet, exercise and health education. Because of the awareness between obesity and heart disease, and concerns about dental health, parents are less likely to buy chocolate products for their children, instead resorting to healthier food options or smaller portions (IBISWorld 2010). The growing popularity of low-fat diets are having an adverse effect on chocolate sales, whilst the opposite is happening for confectionary promoted on a healthy platform such as sugarless candy and gum and healthy substitute products such as snacks, cereals, nuts, yoghurt and fruit have seen a rise in demand (IBISWorld 2010). Organic products and dark chocolate are seen as a healthier option due to antioxidant content. The ethical consumer has influenced the shift towards sustainable methods of production with an emphasis on fair and equitable trading conditions and preferring fair trade chocolate brands. The behavioural market segmentation is based on actual purchase and/or consumption behaviours towards particular products and their variables, which include benefit expectations, brand loyalty, occasion, price sensitivity and volume usage (Elliot et al, 2010, p.181). As well as being the leading chocolate brand, Cadbury has been rated the most popular grocery brand of Australians in the Nielsens Company Top 100 Brands report (Ellis 2010). Many Australians are loyal to Cadbury products as they are a trusted brand with a popular identity. Parents know they can trust the quality of Cadbury products and that it will meet with their expectations. Typically parents with tweens, and tweens themselves are at the end of the purchase volume for Cadbury Freddo products (Cadbury 2011). It is a cheaper option then more expensive brands such as Lindt or Fererro products. The seasons, time of day and the scheduling of special events such as Easter, birthdays, and Christmas, influence confectionary consumption. Chocolate sales tend to be higher in cooler months (IBISWorld 2010). 4.2) References Cadbury Fundraiser accessed 04/05/11, http://www.fundraising.com.au/. Cadbury 2011, accessed 04/05/11, http://www.cadbury.com.au/. Freddo, accessed 20/04/11, http://www.cadbury.com.au/Products/Pre-teens-Confectionery/Freddo.aspx. Elliot, G, Rundle-Thiele, S Waller, D 2010, Marketing, John Wiley and Sons, Australia. Ellis, D 2010, Cadbury Named Australias Most Popular Grocery Brand, accessed 25/04/11, http://www.cadbury.com.au/About-Cadbury/News.aspx?newsID=133. IBISWorld Chocolate and confectionary manufacturing in Australia 2010, accessed 0 3/05/11, http://www.ibisworld.com.au/industryau/ataglance.aspx?indid=110. The nations favourite chocolate: Now Fairtrade Certified and on shelf throughout Australia, accessed 25/04/11, http://www.cadbury.com.au/About-Cadbury/News.aspx?newsID=134. Working together to make a difference in the community accessed 20/04/11, http://www.cadbury.com.au/Cadbury-Community.aspx. 5.1) Part C Tamara Nicol (4067137) In order for a product to be bought and ultimately perceived, evaluated and repurchased by the customer the business must first position the product so it is made available to the target market. Positioning involves how the brands name, logo, slogan and design are used to create a perceptual image of the product in the consumers mind. The product must be positioned so that customers who need, want and demand the product can have access to it and hopefully purchase it. Positioning is a very important element of target marketing as it decides how the customers will perceive the product and it requires a close understanding of the product, market and competitors. Positioning will determine whether the customers purchase the product, enjoy the product, if it meets expectations and whether they have a good experience with the product and plan of making a repurchase (Elliot et al, 2010). Perception is an outcome of the positioning. It is a psychological response to diverse stimuli. It includes the persons sensory experience, that is, smell, taste, touch, sight and hearing (Elliot et al, 2010). The consumers perception of the Cadbury Freddo would involve a variety of senses. People will evaluate this product on the grounds of, most importantly, taste but also smell and looks, if the packaging and actual product is aesthetically pleasing. Cadburys official website has the Freddo Frog filed under â€Å"Pre-Teen Confectionery† as the product is aimed at younger children, the product must be positioned towards the children as well as the parents or care givers who will most likely buy the product or give the child permission to buy it themselves (Cadbury, 2011). Cadbury implements positioning strategies in order to influence the consumers perception of the Freddo Frog. The Freddo Frog is sold in many stores country wide including supermarkets, petrol stations and corner stores (Observation). By doing the Cadbury positions the product as accessible and popular. Cadbury would like the Freddo to be perceived as at treat but also something that can be enjoyed frequently for a low cost. As a Freddo review states, â€Å"There are two reasons for cheapness; Number One so that children can afford to buy said treat with their pocket money and Number Two so that when children are harassing their mothers for sweets in the supermarket they can hold up the product and their mothers will give in because it is so cheap. Cadbury has such a product in the form of the Freddo.† (Ciao, 2004) Cadbury wishes for the Freddo Frog to be seen as a snack or treat that encourages children to buy it or pester their parents to buy it for them. As unhealthy products aimed at younger children

The Burdens of Lt. Jimmy Cross in Tim OBriens Story The Things They C

The Burdens of Lt. Jimmy Cross in Tim O'Brien's Story "The Things They Carried" One of the most overlooked aspects in the life of a soldier is the weight of the things they carry. In Tim O'Brien's story, "The Things They Carried," O'Brien details the plight of Vietnam soldiers along with how they shoulder the numerous burdens placed upon them. Literally, the heavy supplies weigh down each soldier -- but the physical load imposed on each soldier symbolizes the psychological baggage a soldier carries during war. Though O'Brien lists the things each soldier carries, the focal point centers around the leader, Lieutenant Jimmy Cross, and his roles in the war. Lt. Cross has multiple burdens, but his emotional baggage is the most pressing. Of all the weights burdened upon Lt. Cross, the heaviest baggage is located in his own mind. Specifically, the heaviest things Lt. Cross carries are an emotional obsession over Martha's love, the physical consequences caused by his daydreaming of Martha, and an unrelenting guilt about Ted Lavender's death. In the first paragraph of the story, Jimmy Cross' rank is noted (First Lieutenant) along with the fact that he "carried letters from a girl named Martha, a junior at Mount Sebastian College in New Jersey" (434). From the outset, the reader sees that Martha plays a pivotal role in his thoughts and actions. The fact that Jimmy Cross "would imagine romantic camping trips into the White Mountains in New Hampshire" after he marched the entire day and dug a foxhole indicates that he thinks often of Martha (434). While these thoughts of a lover back home provide some form of escape for Lt. Cross, they also burden him with the obsessive feelings of unrequited love. ... ...nal lives, but O'Brien's choice to focus one soldier, Lt. Cross, lets the reader scope the depths of the human mind during an extremely stressful situation. As a young lieutenant, this man shoulders his own longing for love, the death of a fellow soldier, the guilt he places on himself, as well as the added duties of responsibilities for a platoon of men. The narrator provides one specific quote, which perfectly summarizes the mental aspects of war: "They carried all the emotional baggage of men who might die. Grief, terror, love, longing -- these were intangibles, but the intangibles had their own mass and specific gravity, they had tangible weight" (443). Indeed, the intangibles in this story do have tangible weight -- weight that Lt. Cross must carry for the rest of his life. Works Cited: O?Brien, Tim. The Things They Carried. NY: Broadway Books, 1998.

William Shakespeares Romeo and Juliet Essay -- William Shakespeare Ro

William Shakespeare's Romeo and Juliet In Romeo and Juliet, love is depicted in several ways. Both Luhrman and Shakespeare represent love in different ways in different contexts to both the Elizabethan era and the contemporary audience. Both the original and later manifestations of the text are valued because they both communicate to the audience on the values of love and society by employing a variety of devices. The central subject dealt within Romeo and Juliet is the subject of love. William Shakespeare and Baz Luhrman thus represent love to their audience beyond the distinct ideas of love as simple sentiments. In the play, there are 2 basic levels – the real world of Verona and the private, intimate sphere of Romeo and Juliet’s love. The fulfillment of Romeo and Juliet’s love in the social life of Verona is hindered by external influences; the most obvious of which is the feud between the Capulets and the Montagues. The â€Å"ancient grudge† is one of many conditions and incidents, which together can be, considered an influence counter-acting the relationship between Romeo and Juliet. Despite the obvious obstacles of conflict and hate, the love of Romeo and Juliet is born and subsists. When Romeo meets Juliet for the first time during the Capulets’ feast (I.v), the language and form of the dialogue shared by Romeo and Juliet shows that heir private sphere is totally different from public life. Shakespeare thus presents their fist conversation via a sonnet, a poetic convention very popular in the Elizabethan age. A sonnet’s expression of the lyrical â€Å"I† allows Shakespeare to break the limits of dramatic performance and to involve his audience emotionally as if they were recipients to a poem. This therefore means that Shakespeare represents Romeo and Juliet’s love by making the audience of the two different levels – one where all forms of social order break down, and the other, where Romeo and Juliet are the centre of the universe. Luhrman also presents this concept of two opposing levels as a representation of love via the use of cinematic techniques. In the aquarium scene, camera distances vary from medium close-shot to close-up and back again. The idea of social and physical barriers is presented by having the fish tank between the two of them, keeping them apart – thus visualizing to the audience the opposing level of Romeo and Juli... ...ine, it is the water that purifies and cleanses his mind – and it the free, flowing nature of water that Luhrman uses as a representation of love. It is thus plausible to see that Luhrman portrays Romeo and Juliet as an allegory for the late 20th century, whereby Verona Beach is a caricature of the violent atmosphere of our time as well as serving as a representation of love and conflict. The major difference however between Shakespeare and Luhrman’s portrayal is that 100 years ago, violence and hedonism was a fashion phase, whereas today it is a part of our society. Due to the lack of technology in society in the 19th century, the art of plays, and the conventions of the Elizabethan theatre had more focus on the words with minimal costuming and cinematic techniques. Yet among other things, the art of theatre is or was a reflection on society, and Luhrman criticizes the present time by setting Shakespeare’s tale in another time, with the same tragedy of death. Thus both Shakespeare and Luhrman portray conflict and the representations of love in two different levels – two different levels that shape and reflects the values of both the Elizabethan and contemporary society.

The Cycle of Selfhood in Sillitoe Essay -- Literary Analysis

The Cycle of Selfhood in Sillitoe Preface After Alan Sillitoe’s death in 2008, journalist and author Catherine Mayer wrote Sillitoe’s obituary for Time magazine. She begins it with her own assessment of Sillitoe’s work. Mayer asserts that Sillitoe â€Å"possessed a rare ability to identify the lovable qualities in characters his readers might shun in real life† (Mayer). It is true; he did. That ability can, of course, be attributed to talent, hard work and strong writer’s intuition, but it can also be said that perhaps it was easy for Sillitoe to identify those qualities in those characters, because he identified with those characters. One critic goes so far as to say that Sillitoe is â€Å"too close to them for his own good, he abdicates to an outpouring autobiographical compulsion† (Roskies 172). The critic tempers that remark in the next sentence saying that, â€Å"Its virtue†¦is its splendid recreation of hand-to-mouth subsistence living in Nottingham†¦the industrial North as a whole† (Roskies 172) Sillitoe grew up in the same kind of environment as his characters do. Born in 1928 and raised in Radford, a working class suburb in western Nottingham (Daniels and Rycroft 461), Sillitoe was son to Christopher Sillitoe, a tannery laborer—illiterate, frequently out of work and sometimes abusive—and Sylvia Burton Sillitoe, a lace factory worker (Aspden). At 14, Alan Sillitoe left school to work a string of factory jobs, one as a lathe operator at a bicycle factory (Daniels and Rycroft 464), just like Arthur Seaton, the protagonist of Sillitoe’s, â€Å"Saturday Night and Sunday Morning.† Introduction Contemporary working class fiction from the British Isles is fraught with class struggle and it’s a topic that drove much of the work of the Angry ... ...Lessons of the long-distance runner.† The New Criterion (2008): 23-28. Academic Search Complete. Web. 13 Oct. 2011. Daniels, Stephen, and Simon Rycroft. â€Å"Mapping the Modern City: Alan Sillitoe’s Nottingham Novels.† Transactions of the Institute of British Geographers 18.4 (1993): 460-480. JSTOR. Web. 13 Oct. 2011. Mayer, Catherine. â€Å"Alan Sillitoe.† Time 10 May 2010: 35. Academic Search Complete. Web. 13 Oct. 2011. Penner, Allen R. â€Å"Human Dignity and Social Anarchy: Sillitoe’s ‘The Loneliness of the Long-Distance Runner.’† Contemporary Literature 10.2 (1969): 253-265. Academic Search Complete. Web. 13 Oct. 2011. Roskies, D. M. â€Å"Alan Sillitoe’s Anti-Pastoral.† The Journal of Narrative Technique 10.3 (1980): 170-185. Print. Sillitoe, Alan. The Loneliness of the Long Distance Runner. New and Collected Stories. New York: Carroll & Graf Publishers, 2003. 1-35. Print.

My Favorite Gran Torino Character

The film Gran Torino, directed by Clint Eastwood, is about an old man named Walt. After the loss if his wife and barely any contact with his son, Walt decides to take on the korean family that lives next door. Their son, Thao Vang Lor tries to steal Walts Gran Torino for his cousin,spider, who is in a gang. In return for the accident that Thao had made, he started working for Walt doing any spare chores that be may have. Over time Thao and Walt become very close with one another, so close that Walt gives his life to save Thaos family from the gang.My favourite character i Sue, Thaos older sister brings a lot of joy to Walt and is always making sure he is happy. If it wasn't for sue, Walt would never have become close with the Vang Lor family. Sue has a very strong personality and shows no fear, even when others would. A scene that i quite like is where Sue has a date, and they are walking down the street when they come across a gang. They guys in the gang try to grab hold of sue but she stands up for herself by being smart to them. Oh great, another guy with a Asian girls fetish. God, this is getting so old! † I would recommend this film to older teens and adults. The film has a lesson that makes you realise that not every body is the same. It proves that under the right circumstances, people can change for the better or worse. In a story with such a vast variety of ethnic groups and rivalry, a light shines through with the friendships and bonding that is made. Comments witnessing recommend realise Character separate Pressured scared. Happiness gangster

In the Face of Betrayal, Lewis Discovers Loyalty Cosi Essay

The play ‘Cosi’, written by Louis Nowra, is set in 1971 amidst the chaos of the Vietnam War. Australia’s involvement in the war was a topic of great controversy, and being the first televised war, reality was brought crashing into the lounge rooms of Australians. The horrific images displayed in people’s homes sparked anger from those involved in the fight against communism and conscription. The loyalty of Australians was heavily tested during these times, with society divided in their support of anti-communism. Nowra exposes the audience to the harsh treatment of those living in mental institutions during these times; a result of society’s’ predisposition to neglect those labelled ‘insane’ in the 70’s. Through the play he encourages the audience to ignore these perceptions and recognise the mentally ill as equals instead of undermining them. Furthermore, Nowra highlights society’s conflicting attitudes towards love and fidelity. When compared to the barbarism of the war, faithfulness was often viewed as irrelevant. However contending this idea, Nowra expresses the need for loyalty and taking care of one another, even when confronted with seemingly more ‘important’ matters. Through the journey of the protagonist of the play, Lewis, the audience learns that even in the face of deep betrayal, loyalty can be found. Although Lewis initially explains that he is directing the play due to his lack of money, it is evident that Cosi Fan Tutte becomes more than just a quick way to earn cash. In the beginning of Cosi, Lewis expresses his reason for directing the play by stating â€Å"I need the money, Lucy.† He is confronted and uncomfortable when first meeting the patients under such foreign circumstances, overwhelmed by the idea of having to deal with these â€Å"mad† people. Nowra embodies society’s negative attitude towards those with mental illnesses, where anyone classed as ‘insane’ were removed from society and thrust into the confinement of institutions. Instead of dealing with these people in a humane fashion, it was accepted that ECT treatment, drugs and surgery prevented them from creating a hassle. Lewis’s doubt and concerns about working with the patients are encouraged when he can’t convince them to perform ‘The Exception and the Rule.’ Instead, the antagonist of the play Roy, is determined to perform ‘Cosi Fan Tutte’, a Mozart play about fidelity and love. Lewis is not keen on the play and what it represents, his view on love evident when he states â€Å"Love is not so important nowadays.† Through Lewis, Nowra highlights the similar opinions of so many people during these times. In the face of war and politics, with horrific televised images thrust into people’s homes, fidelity was rated an irrelevant concept. This was the view held by Lewis and even more so his girlfriend Lucy, who states â€Å"After bread†¦.comes maybe love.† However the audience soon experiences a change in Lewis’s mindset towards not only the patients, but the importance of love and loyalty. He finds himself relating to the patients more and more, building relationships and accepting their quirks and issues. When Lewis’s close friend Nick confronts over his absence at the moratorium, stating â€Å"You said you were going to help out†, Lewis explains that Cosi Fan Tutte is more important, â€Å"This comes first.† It is clear that Nick does not support Lewis in the play or share his view of the patients â€Å"Only mad people†¦..funny farm.† Again, Nick’s comment only further exposes Lewis’s opinion, when he replies with â€Å"Nick, they’ll hear you.† Lewis’s comments exemplify his unwavering loyalty towards the patients and likewise, Nowra promotes the audience to recognise the importance of loyalty and support. Lewis’s changed perception of love is shown when he contends Lucy, telling her the Cosi Fan Tutte is â€Å"about important things, like love and fidelity.† This proves his changed attitude towards love, which he originally placed little value on. Nowra influences the audience to be open to the idea of fidelity and see the values within it. He contends society’s views in the 70’s and encourages the audience not to neglect and degrade the mentally ill, but see and treat them as equals. In the face of betrayal, Lewis experiences unswerving loyalty from a conservative Henry. Henry, a depressed and quiet man, is seemingly reserved. However it is clear when he learns that Nick gives money to North Vietnam for supplies, that Henry is strongly opinionated and willing to stand for his beliefs, â€Å"My ffffather fought†¦..you are traitors.† Henry’s loyalty to his father, who was a soldier, is deep seated and deeply held. His attack against Nick and Lewis proves that despite being ‘crazy’, he has the ability to stand up for what matters to him. Nowra demonstrates that everyone deserves the right to stand for their values. Henry’s loyalty is again demonstrated when Lewis learns that his girlfriend Lucy is sleeping with Nick. Lucy explains â€Å"I have sex with him and sleep with you,† highlighting her belief in ‘free love.’ On the contrary it is clear that, Lewis wants Lucy to be faithful, â€Å"It’s over. I’m shifting out of the house.† When Lewis confronts Nick over the matter, he repeats Lucy’s explanation â€Å"No, she’s sleeping†¦..having sex.† It is here that Henry shows his support and loyalty to Lewis, offering to beat up Nick, â€Å"Do you want me†¦Ã¢â‚¬ ¦stand up?† Henry’s display of loyalty highlights the relationship he has formed with Lewis. Nowra exhibits that we should not take advantage of our relationships with others, and value the loyalty and commitment that they offer us. Also, one can hold strong political values whilst also displaying empathy and loyalty. Despite Roy constantly undermining and insulting Lewis, when he suffers from stage fright Lewis provides him with encouragement and reassurance. Roy is extremely passionate about the performance of ‘Cosi Fan Tutte,’ displaying enthusiasm from the beginning when he alerts the cast to his plans, â€Å"I’ve already chosen what we’re doing. ‘Cosi Fan Tutte’.† Despite complaints about his choice and the difficulties it will create, Roy is utterly undeterred by any issue the Italian opera presents. His desire for the play to be performed the way he imagines it results in constant attacks regarding Lewis’s direction, â€Å"Couldn’t direct a nymphomaniac to a stag night.† Despite Roy’s passion, when it comes to the final performance he struggles with stage fright, telling Lewis â€Å"I can’t do it.† Putting aside the abuse and insults from Roy, Lewis only offers him encouragement and support, replying with â€Å"Yes, you can,† and, â€Å"I’ll whisper the lines to you.† Lewis understands how much the play means to Roy, and furthermore, it is clear that Lewis wants Roy to have the opportunity to succeed in his performance, â€Å"I want you to be noticed all the time.† Nowra suggest the idea that not only Roy needs to be noticed, but all those who have been locked away from society. That the mentally ill should no longer be ignored, but seen as equals with the rest of the world. Through evidence of the loyalty Lewis develops towards the patients, Nowra demonstrates that despite whether somebody is classed as ‘insane’ or not, strong relationships and trust can be built. Overall, Cosi demonstrates in numerous situations that whilst facing betrayal, one can also experience true loyalty and friendship. This is evident through Lewis’s support of Roy, and when Henry stands up for Lewis. Furthermore, Nowra highlights the cruel and degrading treatment towards mentally ill people during the 70’s, and promotes the audience to reconsider these views. Through Lewis’s acceptance of the patients and the relationships he builds with them, he influences us to alter our negative perceptions. Additionally, Nowra promotes the idea of fidelity and trust. Despite the reality of the televised war leading people to hold more ‘important’ values, Nowra encourages not to forget the importance of loyalty and love. On the whole, Cosi portrays what Nowra depicts to be important values; loyalty, trust, acceptance and empathy.