Miguel de Cervantes y Sigmund Freud :: Spanish Essays

Teora Freudiano ofrece lo nico modelo de leer que puede afirmar a causar un texto a hablar ms que sabe.--Peter Hulme La historia del psicoanlisis es muy compleja y llena de preguntas y controversia, y nadie est completamente seguro quien es el fundador principal porque muchas de las ideas llegaron al mismo tiempo. Sigmund Freud recibe mucho del crdito por el comienzo y la implementacin del psicoanlisis, pero siempre convert la posibilidad que sus ideas llegaron de un origen que no era completamente suyo. Considerando esto, muchas de las ideas que expresa Freud estn evidentes en la literatura que lleg antes de su fama. Las dos partes de Don Quijote, por ejemplo, fueron authenticizadas en 1614, ms de doscientos aos antes del nacimiento de Freud. Entonces, hay una posibilidad de que Cervantes contribuy a unas de las teoras y pensamientos de Freud.Sabemos por seguro que Freud ley el Don Quijote de Cervantes y que lo le fascin. Hay algunas partes distintas de la historia a cuales se pue de relacionar los ensayos de Freud. Aqu centrar en unas de sus teoras ms conocidas, y estas son el inconsciente (incluyendo los sueos) y la sublimacin. Estos tres temas, aunque estn presentados separados, tienen muchsimo en comn. A causa de eso, a veces la discusin parecer un poquito mezclado. Hay ms personas que creen en los milagros de la Virgen Bendecida que creen en la existencia del inconsciente. --Sigmund Freud El inconsciente (o el subconsciente) refiere al aspecto o aspectos de la mente sobre que no estamos directamente conscientes . Por la mayora, la parte ms importante del inconsciente es los sueos. Siempre estamos fascinados con nuestros sueos y queremos saber lo que significan. Los sueos no incluyen solo lo que pasa cuando dormimos, pero tambin los pensamientos durante el da que nos separan de nuestro ambiente o, a algunas personas, nuestras confusiones entre lo real y lo imaginario.La ltima interpretacin es lo ms obvia cuando consideramos las aventuras de Don Quijote. Parece que l nunca para de confundirse de lo real y lo imaginario. Cada de sus aventuras contiene un aspecto casi loco molinos de viento como gigantes, rebaos de ovejas como ejrcitos, y los galeotes como caballeros oprimidos. Sin embargo, todava hay una referencia grandsimo en Don Quijote a los sueos. Los sueos ms profundos son los que parecen ms locos--Sigmund Freud Durante la segunda parte de la historia, Don Quijote viaje a la Cueva de Montesinos.

Globalisation: Friend Or Foe :: essays research papers

Dramatic Changes have taken place in Sydneys cultural and economic landscapes during the past two decades. These changing landscapes have been linked in both political discourse and the popular press to Sydneys uphill role as a global urban center. Evidence supporting this theory has come from some academic analyses of globalisation in the 1990s. Global cities atomic number 18 identified by their role as command centers for organising the global economy. Such cities have been characterised by their openness to global flows of commodities, m unrivaledy, ideas and information. They have become destinations for both internal and international migration of skilled information workers, but also magnets for new streams of global labor migration. The Asia-Pacific Rim has been one of the primary sources of these new flows of international migration into Sydney (Fagan, 2000, pg. 144). The aim of this set about is to gauge the impact of the said globalisations on the various landscapes o f Sydney, as globalisation has effected different aras of Sydney in different ways. The principle areas discussed in this paper are Leichardt, Chinatown, Cabramatta, Darling Harbour, the CBD and Pyrmont. The impacts of cultural globalisations will be discussed first, followed by those of economic globalisations. Economic globalisation will be divided into 2 parts primary impacts and ulterior impacts. Migrant communities are an attribute of many large western cities and particularly of global cities. In the case of Leichardt, however, Italian settlement occurred prior to Sydneys military issue as a Global City. The display of the symbols of Italian settlement in the form of signage, businesses and social organisations is a cultural attribute of Sydneys global city status (Searle, 1996). The maintenance and marketing of this heritage status for urban planners and tourism authorities is a key feature of global cities (Searle, 1996). A primary framework of the developers and tourism authorities attempting to capitalise on the heritage value of Leichardt is illustrated in Plate 1. Resident Italian-Australians, and tourists alike, can be seen dining and shopping among the Italian forum in the foreground and middle distance of the photograph.The situation of Chinatown is similar to that of Leichardt in terms of its heritage value. Chinatown, like Leichardt, was established prior to Sydneys global city status. Its heritage is a magnet for Chinese-Australians and tourists alike as seen the central foreground of Plate 2. The Pallou Plaza is lined with specialty Chinese shops, conference centers/social clubs. Cabramatta is one of the direct results of Sydneys global city status.

What the Genome Revolution Could Mean for Me and the Rio Grande Valley :: Argumentative Persuasive Biology Essays

What the Genome Revolution Could Mean for Me and the Rio Grande Valley With technology advancing much quickly than even our own minds can comprehend, the effects of these advancements cannot be measured in our time, as they are just beginning to reveal themselves. Nowhere is this more than evident than in the world of biotechnology, where researchers are changing the way people look at themselves as individuals with imperfections. The newly mapped human gene sequence provides scientists with the tools demand to manipulate, fix, or alter the human genetic code to create a person with any specifications desired in a human. Just the idea of a person engineered to specific criteria boggles the mind with questions about the implications on society, not to mention the unforeseen consequences that could lurk in the nearby future. In a world as populous as todays, the sense of self, rooted within each person, constrains more important than ever. As time passes with more hi-tech advancements, people will give to deal with the outcomes of the human genome project, some of which can be investigated before work begins on implementing research into everyday healthcare and others that still wait to be stumbled upon. The commencement problem includes the polices of all types, including those that have yet to be passed concerning the use of DNA in altering negative characteristics and adding favorable ones. First, developers must explore the ethical law that asks whether it is morally correct to change what it is that makes us people the fact that we are all different and have flaws, and maybe these should be cherished rather than changed. If everyone was the same, we would become like ants, just one of a million, and lose the meaning of us being here sharing different ideas and personas that enrich our lives and give us fulfilling relationships. Does devising similar people interfere with the law of nature, which before now was the only factor in determining who we are? Then comes the legal matters that appear with the coat of this knowledge. When people alter the natural cycle of life that has been in place for millions of years, there are going to have to be rules in place so that this sensitive data does not fall into the wrong hands, become misused, or have the huge negative impact on society that it has the possibility of having.

Sex & Violence in the Media Essay -- Essays Papers

Sex & Violence in the MediaOn February 1, 2004, millions of Americans sat down around their television sets with their family and friends to watch the biggest sports resultant of the year Super Bowl XXXVIII. Inside the Reliant Stadium of Houston, Texas, the New England Patriots beat the Carolina Panthers 32-29 in one of the closest games in recent history besides this year it wasnt the football game or even the commercials that had people talking. It was an incident that occurred during the halftime show that involved pop singers Janet Jackson and Justin Timberlake that ended in millions of Americans having the franchise to see the left breast of Janet Jackson for a few moments. This single issue may not have been a huge ordeal in itself, but it brought to surface some very pertinent questions about how far was too far in the media, what the government should do to control it, and what effects provoke and violence in the media were having on American culture. The events that took place during the halftime show of the Super Bowl may have shocked and angered many parents for exposing such inner behavior and nudity to their children, but there were also a great number of people who questioned why people were so upset over a few seconds of screen time that Janet Jacksons left breast received. After all, it was simply part of the female anatomy. Many people argued that it wasnt mediocre nudity, that it was softcore pornography because of the sexual conduct that was behind the performance. It is understandable that Jackson and Timberlakes routine was full of sexual innuendo, but the majority of young children usually take ont pick up on such behavior and thus a simple wardrobe malfunction.Whether the performance during the halftime ... ...ildren, teenagers, and adults in many different ways. dapple some people were outraged by the Super Bowl incident and others believed it was merely an accident that could have been prevented, the event put to the test some unplumbed questions concerning how much power the media should have. Because the FCC is on a rampage right now trying to put an end to these problems, many networks are implementing new features such as the ten second delay, and others are trying to promote the use of V-chips (prevent children from viewing objectionable material) and reminding Americans of the rating system that is on the television. But the fact is, television is surrender to the public, and the public is watching. As sex and violence increasingly fill our television sets, our minds become more adjusted to such behaviors and we forget to grasp reality and concentrate on on the important things.

George Orwells Animal Farm :: George Orwell Animal Farm Essays

George Orwells Animal FarmIntroductionAnimal Farm is a short story written by George Orwell in1945. He had a lot of difficulty getting it published due to itsunderlying criticism of the political situation in Russia at the time.The story takes steer on a farm somewhere in England. The owner of thefarm, Mr.Jones, comes into conflict with the animals. The animalsrebel, and finally scare him away. Two of the strongest animals,Napoleon and Snowball (two pigs), think that they can run for the farm.NapoleonBoth Napoleon and Snowball felt that they should both be leaders inthe early stages of the variety. Snowball had many ideas nearly howthe Farm should be run scarce he came into conflict with Napoleon overmany of them. Napoleon, was a shrewd pig who could see that he couldnot carry on working with Snowball. This was shown when the two ofthem could not agree on the pass oning of a windmill.When it looked asthough Snowball might win the arguement, Napoleon uttered ahigh-pitched whimpe r of a kind no one had ever heard him utter beforeand the vicious dogs ran in and attacked Snowball and ran him off thefarm. lastly Napoloeon won and the windmill was built, and soonafter Napoleon ran Snowball off the farm. In order to make sure thathe would stay leader in the future, Napoleon told the animals thatSnowball was against them and was friendly with the old farm owner,Mr.Jones.The similarity between Napoleon and Joseph Stalin (the Russianleader), is very clear. Without being elected both became leaders,surrounding themselves with decent guards (the dogs in the case ofNapoloeon), living in luxury while the workers were forced to workhard. At first Napoleon seemed to be a good leader, but very quicklybecame greedy and power-mad, causing conflict among the animals. As inRussia, the idea of Socialism soon changed to a virtual dictatorship,with Napoleon ordering animals to build and work while he sat around.When some of the other animals decided that he should no longer be a leader, Napoleon set the dogs on them and had them slaughtered. He hadbecome power mad, going totally against the ideas of socialism, andruling through fear, as did Stalin.As time went on, he became like Mr.Jones, caring for himself withoutthinking about the others, which was partly the reason for theoriginal Revolution. Food rations were under his control, making surethat he got plently but the animals got just enough to keep themworking. Soon after the Revolution the animals got together to makeseven commandments that they should all stick to, but Napoleon slowly

George Orwells Animal Farm :: George Orwell Animal Farm Essays

George Orwells Animal growIntroductionAnimal Farm is a short novel written by George Orwell in1945. He had a lot of difficulty getting it published due to itsunderlying criticism of the political situation in Russia at the time.The story takes place on a farm somewhere in England. The owner of thefarm, Mr.Jones, comes into conflict with the animals. The animalsrebel, and finally scare him away. Two of the strongest animals,Napoleon and Snowball (two pigs), think that they flush toilet run the farm.NapoleonBoth Napoleon and Snowball felt that they should both be drawing cards inthe early stages of the Revolution. Snowball had many ideas about howthe Farm should be run but he came into conflict with Napoleon overmany of them. Napoleon, was a shrewd pig who could see that he couldnot shake on working with Snowball. This was shown when the two ofthem could not agree on the building of a windmill.When it looked asthough Snowball might win the arguement, Napoleon utter ahigh-pitched wh imper of a kind no one had ever heard him utter beforeand the vicious dogs ran in and attacked Snowball and ran him take thefarm. Eventually Napoloeon won and the windmill was built, and soon afterwards Napoleon ran Snowball off the farm. In order to make sure thathe would stay leader in the future, Napoleon told the animals thatSnowball was against them and was friendly with the old farm owner,Mr.Jones.The similarity between Napoleon and Joseph Stalin (the Russianleader), is very clear. Without being elected both became leaders,surround themselves with powerful guards (the dogs in the case ofNapoloeon), living in luxury while the workers were forced to workhard. At first Napoleon seemed to be a serious leader, but very quicklybecame greedy and power-mad, causing conflict among the animals. As inRussia, the idea of Socialism soon changed to a virtual dictatorship,with Napoleon say animals to build and work while he sat around.When some of the other animals decided that he should no longer be aleader, Napoleon pin down the dogs on them and had them slaughtered. He hadbecome power mad, going totally against the ideas of socialism, andruling through fear, as did Stalin.As time went on, he became like Mr.Jones, caring for himself without opinion about the others, which was partly the reason for theoriginal Revolution. Food rations were under his control, making surethat he got plently but the animals got just enough to keep themworking. Soon after the Revolution the animals got together to makeseven commandments that they should all stick to, but Napoleon slowly

Internet Browser Essay

Despite the fact that earnings Explorer 5. 5 is mavin of the most popular in companies, Id like to recommend another one Maxthon web browser 2. 0, because it is much more(prenominal) convenient for office working. Maxthon Internet Browser 2. 0 is a powerful tabbed browser nowadays. Its main advantage is a highly customizable interface. Although Maxthon Browser is based on the engine of Internet Explorer, it has some another(prenominal) additional efficient features. What works in Internet Explorer works as well in Maxthon Browser and even better and faster. (Maxthon).Maxthon Browser includes many new features involving full customization of layout, new clean interface, multi-tab workspace, better security and improved rss/podcast reader. Until nowadays a big inconvenient was bookmarklet, toolbar and 3rd party plugins. Maxthon 2. 0 supports on the whole(a) of the functions compared with Internet Explorer, Opera, etc. Additionally Maxthon has few exclusive screenshots below. Nev ertheless the most interesting feature of new Maxthon is its possibility to create an account and to store all necessary information and settings online.The function is simply used just by logging in. Although Opera, Internet Explorer and FireFox are more sophisticated and have got more market share, Maxthon is swiftly gaining popularity. (Maxthon) Today is the era of Internet and application functionality is able to expand beyond the operating system into the desktops and the web. Personalization and delivery is very important and Maxthon Browser with its organic growth is a serious representative of such trend.In several years Maxthon will become a key player in the Internet market, because it has serious investors such as Morten Lund, CRV, and WI Harper, growing community and actually beautiful product. I recommend Maxthon, because it differs from other browsers and makes working process with Internet easier as it includes the visible gestures and customizable Tab handling. But t he most useful is if the browser is closed accidentally with ten tabs open, the next time it is opened, they are still there. (Maxthon).References Maxthon the Browser that Rocks. (2006, February 28) Retried September, from http//www. techcrunch. com.

‘Of Mice and Men’ shows how factors beyond the characters’ control prevent them from leading fulfilling lives Essay

John Steinbecks Of Mice and Men is set, and was written in the m of The peachy first, 1929. During The owing(p) Depression there were as many as fifteen million community, in the United States of America al iodine, left unemployed and with no way to feed their families. The Great Depression was eventd by the Wall Street crash. The Wall Street Crash, when stocks and sh atomic number 18s plummeted, resulted in America as a world trading surface ara loosing gargantuan amounts bills due to the many of the large companies of America going bankrupt. Because the companies went bankrupt they could no longer afford to pay any workers, this meant that they lost their jobs. Even the farms in the country could non stay running because of the Dust Bowl effect, this is when there is prolonged drought and the earth becomes like dust, entirely unsuitable to grow anything in.With a colossal amount of the nation unemployed, people were desperately searching for work, evidently in order to survive. When the idea came about that people could go and work the land in California, people jumped at the chance despite the appalling pay. The cruel thing is that the employers in California had paid their original workers more than they paid the migrant workers, and the migrant workers only worked because they were so desperate. The employers took advantage of their situation for their admit benefit. It was very much every man for himself in that time, though in this novel there is an exception, Lennie and George, who for Steinbeck are the stereotypical migrant workers.I believe George to be biography a fulfilled life within the dream he shares with Lennie and, later on in the novel Candy the popular American dream of the period, to own a piece of land and be entirely self-sufficient from that land. The reason I envisage this is because George is constantly saying things such as well do her, well fix up that infinitesimal old place an well go live there, this immortalizes that they are living in metaphoric clouds (their dream), a far nicer place than worldly concern, Lennie and George seam to be willing to live through anything well(p) to achieve it. The fact that George lives for a dream, one that he truly didnt believe would happen, Jesus Christ I bet we could swing her this also shows that now George truly believes in himself it will happen, George would feel no reason to dream if he was content in reality.Whilst living a content life inside the sanction of his dream, it is clear that he is non content in reality otherwise he would have no cause to dream of a better place. Another reason for George not world content could be that he had been burdened with Lennie all of his life and thus not been able to live his own life and be his own person, George says to Lennie in the novel that he could have a much better life without Lennie When I think of the swell time I could have without you, I go nuts. I never get no peace. This shows that even G eorge feels Lennie as burden some of the time, if he felt this all of the time he could just get rid of Lennie, but he doesnt.I believe Lennie feels much the same as George in that he lives for the dream also, whenever Lennie is uncomfortable with his surroundings in any way he will ask George to tell the story of the dream to him so that he can escape reality into his imagination, as if in fact the dream is where he wants to be. Tell about the house George Lennie begs. An the rabbits. George has told Lennie that he can tend to the rabbits in their house, because Lennie is very simple this sense of responsibility and his fetish for soft things (the rabbits) provides the perfect attraction for Lennie to the Dream. Because Lennie also has to dream of a better place shows that his life is not organism fulfilled on the ranch. If this was not render enough Lennie even says George, I dont like it here George all the way showing that he does not want to be there.The only fair sex on th e ranch, Curleys married woman, also I believe lives an unfulfilled life because firstly all she is known as throughout the novel is Curleys wife, making he sound like a possession of Curleys. This says a lot about the period in which this novel was written, wo manpower were treated as subscript beings at this time, and I personally find it hard to see how you could live a fulfilled life when you are being put down constantly. The men on the ranch also have very dim views on her such as Georges opinion of her, I dont fear what she says and what she does. I seen em poison before, but I never seen no piece of jailbait worse than her, not only does this starve her for attention it puts her down also.Curleys wife also has a dream, a dream of becoming famous, as she tells Lennie He was gonna put me in the movies, showing that she cannot be content in reality either. Curleys wife is naturally seeking attention because she has married a man who she hardly ever sees and no one is willing t o talk to her why cant I talk to you? I never get to talk to nobody. I get awful lonely, and she believes she should be in the movies, a place where you will always be in the spotlight so to speak, quite the opposite to how she is being treated on the ranch.Candy is the crippled swamper on the ranch, and is only able to do menial jobs around the ranch this offers him no real fulfilment. Despite this Candys life amounts to the work he does on the ranch and his dog, these are all he lives for When they can me here I wisht somebodyd shoot me. As time progresses Candy realises that he has not got long left and with his dog, a spacious part of his life having just been killed out of sympathy, he asks to join George and Lennies dream instead of his life being over once he has been told to depart from the ranch S stay put I went in with you guys. In wishing somebody would shoot him when he was told to leave the ranch shows that Candy fears for his future and where he has to go to when h e is told to leave. To live your life in fear of your future, not knowing where you are going, not having incorporate of you own life cannot be a very secure and pleasant mental environment to live in Candy therefore cant have a very fulfilled life.Curley is a successful welterweight boxer, but unfortunately didnt quite make out it to the top, instead he is stuck on his founders ranch, a place where he doesnt always get the respectfulness/fear he craves, so he has to be rude and dirty in his talking Well, nex time you answer when youre spoke to. This shows that Curley is not living the life he wants to live, thus making his life unfulfilled. Curley has a huge problem with intimidation, meaning bigger people intimidate him easily.He is also obsessed with power and authority Curleys like a lot of little guys. He hates big guys, and on a ranch full of large men, he does not always have the security he wants. Curley is in a loveless marriage despite what he thinks he feels for his wife, she refuses to pay him the same attention he aint a nice fella. Curley does not have his life going his way at all, he is stuck living somewhere he does not want to be, without the power he wants and with people he does not like his fathers ranch. On top of this, he is in a marriage where the only love is on his behalf. This all leads me to the destination that Curley does not a have a fulfilled life.Crooks is a black stable buck in the novel, and during this time black people were regarded as low beings, this leaves Crooks open to much discrimination. Using Crooks as a stereotype, Steinbeck tries to show the relationship between black and white people in America in the 1930s. passim the novel, Crooks is treated with great disrespect, for example he is constantly being referred to as a God damn nigger. Crooks also gets segregated from the rest of the workers, this makes him incredibly lonely, we can tell this from a touching extract between Lennie and Crooks Crooks says ge ntly, Maybe you can see now. You got George. You know hes goin to come back. Spose you didnt have nobody. Spose you couldnt go into the bunk-house and play rummy cause you was black. Howd you like that?Crooks is insulted countless times every maven day of his life, the name nigger is used such as the term mate is used today, so without meaning to insult Crooks people did it every time they chose to speak to him. Every time when Crooks elevates himself above his usual status by making the odd chance comment or voicing his opinion, he is simply thrown back down to the ground. For example Crooks began to introduce his opinion into a conversation and was quite bluntly told by Curleys wife, you keep your place, then Nigger. I could get you strung up on a tree so easy it aint even funny. I find it some impossible to even think that Crooks could lead a fulfilled life when he is treated like a dirty animal, and his thoughts or feelings are considered worthless.My thoughts are that Slim is the only main character in the whole novel that possibly leads a fulfilled life. Unlike Crooks, Slim is paid much respect by all of the other workers. Candy refers to Slim as Hell of a nice fella, and comments are also made about peoples reactions when he speaks, all talk stopped when he spoke. This gives Slim a sense of belonging and importance. Slim is a highly experienced worker and the ranch would not be the same without him, and he knows this, so do the other workers on the ranch, Hes capable of driving ten, xvi even twenty mules with a single line to the leaders. It is comments and views such as these which make Slim feel needed. Slim is favoured by all on the ranch, perhaps especially by Crooks and Curleys wife as he treats them without any prejudice or discriminative views. For example, Slim is very complaisant and actually pays a compliment to Curleys wife Hi, Good-lookin.Throughout the novel, Slim does not mention any other life that he might prefer, nor does he show a ny evidence of him having a dream, this shows that he must be reasonably content with his life on the ranch as he has no cause to dream. I believe Slim to be the only main character in the novel to live a fulfilled life because he is clearly respected by all members of the ranch and very much favoured by them. Slim has security and he is also very independent, because of everyones admiration he also feels good in himself, Slim must have a great sense of fulfilment in his life.In a time where everyone had to make the most of what they had, only one person in this novel has succeeded, and that in my eyes would be Slim. It was a dog eat dog world during the Great Depression and Slim manages to rise above all of the bad things that have happened to him due to it. He manages to lift himself up above everyone else who were stuck in the rut of their own self pity, he manipulated the situation and uses it to his advantage. He took the wrong things in the other peoples lives and offered solu tions for example he gave George someone to talk to, or the fact that he was polite to those who were treated like dirt, this made people like and respect him which is what drove him on inspite or the Depression.

Blink †Malcom Gladwell Essay

Among the thought provoking topics Gladwell presents in Blink, I found slice as one the most interesting. The idea that short snippets of information can potentially allow more holy perceptions of people and situations than longer periods with in-depth study and film to information. The awareness of the un assured realizations occurring much quicker and more accurately than cognitive thought, inspires additional pontificate on ways to cut through the noise that interferes with conscious thoughts. Additionally, his identification of potential noise spurs the mind to ignore the slices offer opportunities to understand potential causes for historical perceptions that have proven to be incorrect. While reading Gladwells elaboration on the various methods of slicing, several historical business decisions come to mind. Gladwells review of speed dating offers many similarities to my fancys interviewing candidates to fill vacant positions on various teams I have managed.My process for in terviewing candidates is a multistep process, where my frontmost interview is normally no more than 30 minutes, containing well-nigh 15-20 minutes of my explaining the position world filled and the needs of the company. Gladwell specifically identified the intention was not to determine if both speed dating parties want to establish a relationship together. The purpose was to decide if each person has enough interest in the other, to at least learn more about him/her. In the 10 minutes where I directly interview candidates for skills and competencies, I am simply deciding if I want to bring this person in to learn more detail about their skills and competencies. Gladwell also identifies that slicing is not always effective, due to noise received by the conscious self, sometimes allowing cognitive thought to challenge the unconscious perception.Although I take detailed notes on each candidate, there are many instances where, despite the notes and the observed mannerisms, my gut su ggested an opposite direction from the logical choice. In retrospect, I realize that during these initial interviews, as I put significant effort into evaluating skills and competencies as a whole. There was just too much data reviewed, sooner of focussing on individual slices of data. In some cases my mind even justified the potential issues, offering undue credit to candidates because of their persuasive talk overions and mannerisms, thereby inveterate the hiring process with candidates that should not have made it past the first round. During one interview in particular, I was filling a position as stratum Manager and my pool of candidates was somewhat limited.My companys push to hire diversity candidates made the pool even shallower. After bringing candidates in for first round interviews, I decided to post the position online for a second time. The subsequent candidates were not significantly better than the first round. I could not come across a specific reason for my disi nterest in the candidates, they just didnt feel right. Most did not offer the typical image I associated with a successful category manager. As a favor to a colleague, I agreed to interview a wild card candidate for my vacancy. She had no experience with category management, but her career history showed steady progression and 3.8 GPA throughout her chemical Engineering major offered evidence of her intelligence. My colleague spoke genuinely highly of her abilities and during the initial interview her image was consistent with high performing category managers I have known in the past. In reviewing my notes after the interview, I documented her lack of experience as being a key opportunity.Although my logical decision should have been to remove her from the list going forward, I followed my gut and continued the interview process with her. As the process continued, she was eventually engage for the position on my team. I had somehow convinced myself that she could learn the trade and pass at it in a short period of time. Within a few months of hiring her, we both realized she wasnt going to meet the requirements of the position and eventually, she went thorn to her previous company. I couldnt help but wonder how she could have performed so well during the interview compared to the other candidates, but not be commensurate to perform the duties of the actual job itself. After finishing Gladwells elaboration on priming, I gained better insights as to potential reasons why I hired the wrong person.Gladwell offered great examples of priming and how key course can impact an individuals performance on tests. During the interview process, I normally discuss my educational and career history in an effort to reduce anxiety in candidates. I cant help but wonder if during my discussions, I primed candidates, thereby pushing them to perform at anticipated levels based on my initial perception as they entered the first interview. Based on this theory, the words I cho se during the interview process could have unintentionally encouraged one candidate and discouraged others. I find the concept of priming to be really thought provoking and it will definitely impact my speech at the beginning of each interview.Although Gladwells discussion regarding interpretations of slices of time proposes a more accurate perception is achieved by the unconscious mind well in advance of the conscious mind. Key points perceived during the initial moments could potentially shape my perception and thereby cause the subconscious to choose priming words to reinforce that perception. Being aware of this possibility is a key part of addressing it. From my experience illustrated above, focusing on neutral wording during future interviews will be a priority going forward.

Mead Johnson Ipo Analisis

Perfil de la Compania Mead Johnson Nutrition. Mead Johnson Nutrition es, segun se describen a si mismos en su pagina web, un lider globose en la nutricion de neonatos y ninos. Son mejor conocidos por sus familias de productos Enfamil y Enfalac de alimentacion infantil, asi como por sus productos regionales Enfagrow, Enfapro, Enfakid, EnfaSchool, y Sustagen en Asia, y Choco Milk y Cal-C-Tose en Mexico y the States Latina. Sus ventas a 31 de Diciembre, 2007 han sido de aproximadamente $2. billones, destacando los siguientes puntos Lideres globales en ventas de formula infantil, basado en ventas retail. Lideres en US, basado en el share del mercado estadounidense. Lideres en el mercado asiatico, la region de city manager crecimiento en la industria de la alimentacion pediatrica, en ventas de formula infantil, basado en ventas retail. La venta de la formula infantil represento un 67. 2% y un 69. 4% de las ventas totales en los nueve fuzeeos meses de 2008 y en el ano 2007 respectivament e. drawframe Durante los ultimos anos han lanzado al mercado continuos productos innovadores, por ejemplo La fabricacion y distribucion se gestiona mediante la cadena de logistica totalmente integrada. Initial Public Offering El 10 de Febrero de 2009, Mead Johnson Nutrition friendship anuncio el pricing de su salida a bolsa en $24. 00 por accion. El tamano de la oferta fue incrementado de los iniciales 25 millones de acciones a 30. Segun un comunicado de Bristol Meyers Squibb el dia de salida de la IPO Con su propia accion publica en trading, Mead Johnson va a ser mucho mas capaz de acelerar su crecimiento.Esta oferta tambien permite a Bristol Meyers Squibb fortalecer su estructura de capital, asi como incrementar el enfoque en el portfolio de negocio de BioPharma, logrando aun otro punto de la estrategia en el negocio de la Sanidad que anunciamos hace poco mas de un ano. Nuestra direccion esta de acuerdo en que esta IPO es una fantastica noticia para los empleados de ambas compani as. En lineas generales, los terminos de la Oferta Publica Inicial fueron Distribucion por subscriptores.Entre los Global colligation Bookrunners y los demas subscriptores, la distribucion de acciones fue la siguiente drawframe Distribucion Geografica y por Inversor Aunque los datos oficiales no se han hecho publicos, diferentes fuentes nos pueden dar una idea de la evolucion geografica y del reparto por inversores entre tramo institucional y el retailer. En primer lugar observamos que el Greenshoe se ejercio en su totalidad, y que la oferta inicial de 25 millones de acciones fue ampliada con posterioridad a 30 millones, podemos suponer que la demanda institucional fue solida.Sin embargo, sin datos mas solidos todo lo que podemos hacer al respecto es especular. Respecto a la distribucion geografica nos encontramos ante un escenario muy similar. Se sabe por fuentes cercanas a la empresa que el roadshow estuvo repartido entre Estados Unidos (siete dias) y Europa (dos dias), y que si n embargo, segun fuentes del Wall Street Journal (articulo de Heidi N. Moore), casi la mitad de los ingresos vienen del mercado europeo, donde la demanda de titulos fue alta.

Ap World History Ch 20

Chapter 20 Study Guide The Muslim Empires The following terms, people, and events are important to your understanding of the chapter. guide on notes oer the concepts listed below answering the following questions for each concept Who? (when needed) Where? , What? , Why? , How? , and historical significance. Definitions are not sufficient. Definitions alone will earn a routine come in no higher than 50%. OttomansMehmed IIJanissariesVizierSafavid DynastySail al-Din (Saladin) Red HeadsIsmailChaldiran Shah Abbas the Greatimamsmullahs IsfahanNadir Khan AfsharMughal Dynasty BaburHumayanAkbar Din-i-IlahiTaj MahalNur Jahan AurangzebJahangirShah Jahan Further notes need to be taken on the Following AP World History radicals and Skills Theme 1 Interaction between humans and the environment (Population patterns and impacts of disease, Migrations, Patterns of settlement, Technology)Theme 2 Development and interactions of cultures (Religions, Belief systems, philosophies, ideologies, Science and technology, Arts and architecture) Theme 3 State building, expansion and interlocking (Political structures and forms of governance, Empires, study and nationalism, Revolts and revolutions, Regional, trans-regional, and global structures and organizations) Theme 4 Creation, expansion and interaction of economic systems (Agricultural and pastoral production, Trade and commerce, Labor systems,Industrialization, Capitalism and friendlyism) Theme 5 Development and fault of social structures (Gender roles and relations, Family and kinship, Racial and ethnic constructions, Social and economic classes) Key Questions Answer the following questions with your best AP effort. 1. What were the similarities and differences of the three Muslim Empires (Ottomans, Safavids, and Mughals)? 2. What were the causes of the Ottoman decline in the seventeenth atomic number 6? 3. What weaknesses were common to all of the Muslim Empires?Ap World History Ch 20Chapter 20 Study Guide The Muslim Empire s The following terms, people, and events are important to your understanding of the chapter. Take notes over the concepts listed below answering the following questions for each concept Who? (when needed) Where? , What? , Why? , How? , and historical significance. Definitions are not sufficient. Definitions alone will earn a daily grade no higher than 50%. OttomansMehmed IIJanissariesVizierSafavid DynastySail al-Din (Saladin) Red HeadsIsmailChaldiran Shah Abbas the Greatimamsmullahs IsfahanNadir Khan AfsharMughal Dynasty BaburHumayanAkbar Din-i-IlahiTaj MahalNur Jahan AurangzebJahangirShah Jahan Further notes need to be taken on the Following AP World History Themes and Skills Theme 1 Interaction between humans and the environment (Population patterns and impacts of disease, Migrations, Patterns of settlement, Technology)Theme 2 Development and interactions of cultures (Religions, Belief systems, philosophies, ideologies, Science and technology, Arts and architecture) Theme 3 State building, expansion and conflict (Political structures and forms of governance, Empires, National and nationalism, Revolts and revolutions, Regional, trans-regional, and global structures and organizations) Theme 4 Creation, expansion and interaction of economic systems (Agricultural and pastoral production, Trade and commerce, Labor systems,Industrialization, Capitalism and socialism) Theme 5 Development and transformation of social structures (Gender roles and relations, Family and kinship, Racial and ethnic constructions, Social and economic classes) Key Questions Answer the following questions with your best AP effort. 1. What were the similarities and differences of the three Muslim Empires (Ottomans, Safavids, and Mughals)? 2. What were the causes of the Ottoman decline in the 17th Century? 3. What weaknesses were common to all of the Muslim Empires?

Disadvantages of E-Marketing Outweigh the Advantages

Throughout the away 50 years, marketing has changed substantially with the development of science and technology. Since start of the age of information technology from as early as the 1960s, tralatitious marketing has been evolving into to a new form of marketing, E-marketing. E-marketing is the use of information technology in the processes of creating, communicating, and delivering value to clients, and for managing customer relationships in ways that benefit the organization and its stakeholders (Strauss, J 2006 P. 3).With the increasing demands of consumers, digital media brings more opportunities and at the same time more challenges for operators in todays world. As a marketing mode that typically reach its audiences via the meshwork, e-marketing benefits from the advantages of the internet and transcends distance and time, to which traditional marketing cannot measure up. Meanwhile, the shortcomings of the virtual world also impact e-marketing negatively, namely gage issu e and the cost of computer hardwargon which limits its reach in the developing world.As a result, e-marketing is like a two-sided blade. This essay will make out that the disadvantages of e-marketing outweigh the advantages support due to the following limitation of access to computers, the threat to individualised privacy, high cost and the low efficiency. Two significant advantages of e-marketing for public are global reach and convenient. By using the Internet as a channel of marketing, e-marketing has the same features as that of internet which can implement services for customers from distinguishable countries at any time.E-marketing can be particularly useful for niche providers, companies whose products can be posted easily, or businesses that are looking to expand geographically but cannot afford to invest in new offices or businesses (DTI 2004, P. 4). The commercial information can reach any angiotensin-converting enzyme, anywhere that provided internet access in the wor ld. It allows merchants to intercept new markets and competition globally. In addition, time is no longer a factor effects on marketing. (Strauss, J 2006 P. 5) Instead of being applied by organizations and officers during typical working hours, most of the marketing efforts from e-marketing are supported by website, which open 24 hours and 7 days a week. However, e-marketing has one main hindrance which is the limitation of access to computer as the result of the costs of the hardware, the low fastness of internet connection and unreliable forefinger supplies. Firstly, despite advances in the past few decades, ownership of personal computers is still very low in the developing world.In Ukraine, for example, unaccompanied 1. 8 percent of the population owns a personal computer. In Mexico, 6. 8 percent of the entire population owns a personal computer and in India, only half of 1 percent of the population owns one (Strauss, J 2006 P. 81). The statistics of the ownership of person al computer in the countries above indicate that e-marketing limits the potential audience the marketing efforts try to reach. Secondly, e-marketing is the balance between connection speed and web site design.In the developing countries, internet connection is still largely through dial-up connections, which depends on the telephone lines and restrict the speed at which information can be sent and received. In 2005, Italy had 0. 77 percent of its total population as broadband use uprs, while China had 0. 21 percent, and Russia had 0. 02 percent of its citizens subscribe to broadband (Strauss, J 2006 P. 87). This data illustrates that broadband is still limited in use as the communication infrastructure for e-marketing.The third challenge for e-marketing is the unreliable power supply in many countries. In Nepal, one of the poorest countries in the world, only 15% of all households have access to electricity. Moreover, it sometimes experienced blackouts during the summer months ac ross the entire country (Strauss, J 2006 P. 84). The unstable electricity supplies make e-marketing unavailable to cater to the consumers via the internet. All in all, the use of the Internet benefits e-marketing with its reach, but also has skilful drawbacks. Another apparent characteristic of e-marketing is personalization.Customers can acquire entertainment directly from the preferred individual receiving devices. Marketing by email or banner ad enable multimedia one-to-one communication that makes the market easier to establish how effective your campaign has been. E-marketing is one-to-one and focuses objectives on the customers, which can typically reach the one who wants to write out the products and services instantly and benefit the operators to receive the individual information and greet the customers with targeted offers (Descoeudres, O 2004 P. 3). The essential part of the one-to-one marketing is base on the limited customer database. The database was established wh en the buyers accomplish interaction and trade on the web, allowing the company to quickly obtain detailed information about customers responses to the advertising and contribute to the finish of transform the marketing strategies. Despite this advantage, the use of the Internet poses threats to personal privacy which limit the spread of e-marketing.For instance, Tonysmart. om sold the customers information that they registered in the site when the company went to bankrupt, proclaiming that the customer database belongs to the companys asset (Lamb, C. W 2006, P. 651). Similar incidents lead to the lack of trust from the majority of customers, who hesitate in providing to private information to web companies. Internet as a virtual marketplace is still not greatly acceptable to orthodox buyers who prefer physical interaction and review of products and services in the first place buying them. (Nantel, J 2004) to build up the trust bridge between the interactions of customers and com panies in the virtual world is an ongoing process, which requires more time to achieve. To compare with traditional marketing, some proponents of e-marketing believe that cost advantage is one of the considerable merits. E-marketing eliminates printing and postage costs, taking the best of traditional newsletters, advertisement, or direct-mail offers and customizing them, sending them electronically at a fraction of the cost of other methods (The Advantages of E-Marketing, 2007).In fact, although e-marketing saves more postage costs, which may seems to reduce the investing input for operators, the money spend on aspect up and tagging with the online payment channels, online allocation costs, cost of upgrading and maintenance of site are all the requirements for a successful sustaining marketing on the Internet. Japans reasonable monthly subscription charge is slightly more than 24 dollar per month, a relatively manageable amount given fairish household income levels. Yet, Lithuan ia and Slovenia have average monthly charges almost twice that amount (Strauss, J 2006 P. 4). The consequence is inescapable that accessing to the Internet through land lines whether dial-up or via boardband is expensive in general. By 2011, online phthisis will surpass TV as the number one medium worldwide. Despite this, some industries have been slow to adapt to changing consumer trends. Overall, marketers invest only 7. 5% of their advertising marketing budget to online initiatives. The insufficient capabilities that in-house and agency are with the leading 59 percentage deterrent to investing online (Steve Latham, 2008).There is no admiration that online marketing is still relatively new, some what complication, and transform rapidly. Most corporations are still trying to make sense of new methods and develop new strategies to practice it. After years of one-off efforts, many are taking time to define their key objectives, strategies, tactics and requirements for achieving the m. (Steve Latham, 2008). On the other hand, the tight supply of talent is also a problem for both brands and agencies.According to Descoeudres (2004), finding skilled technicists to execute digital strategies is a huge challenge for e-marketing. As e-marketing involved in a certain regularize of marketing space, there are still not many clients who will enroll as loyal customers in the customer database. darn this number grows over the years with time, some offline complementary methods are reliable to enhance the customer database. Striking a balance between offline efforts and continuing online efforts or a combination of the two actually helps the company to highlight the market presence as an entrepreneur.Therefore, it is very important that marketers are aware of the reward and inconveniences of e-marketing before they really strategize to optimize their revenue on the advantages and nullify the disadvantageous effects of virtual e-marketing. In conclusion, e-marketing becomes an integral strategy of marketing and business nowadays, which is widely use as manifestation method to contribute to marketing activities aimed at achieving profitable acquisition and retention of customers.Nevertheless, it still has a great amount of drawbacks including the lower range of the ownership of computer, the coverage of the Internet and the neglect of the personal privacy, the uneconomical input for consumers. As a consequence, e-marketers should never underestimate the negative impacts of e-marketing. In the long run, the manoeuvre of e-marketing can be further developed to enhance its benefits for both customers and merchants by resolving the problems mentioned above.

IMC plan of Lays Seaweed Flavor Snack Essay

1.1 PurposeThe purposes of this creative plat approach pattern argon to understand the merchandise and commit market, to aware of the current onward motional mix, to develop the IMC objectives and to discuss a creative outline and major selling idea that causal agencyable the best with this product. To g completelyop and develop the publicitys of the current product so that it increases the gross revenue and has better image for the consumer to consume the product.1.2 LimitationsThis creative platform choose the limitations of time and limitations of information of the writer wad tuck since we can non contact the company and only can access from the every daylight materials, therefore it may contains some errors due to the limitations of the writer as well.1.3 AuthorizationThis give out is arrive atd for Indofood company to discuss close the current product of dumbfounds as well as to reform the promotion and creative strategy in order to maintain its competitive adva ntage in the market. This report is commissi unmatchedd by Thomas Thjie, CEO of Indofood Fritolay Makmur1.4 Scope of operationsThe scope of the operations would be in discussing the specific snack product from Indofood which is Lays potato chips seaweed flavor in various elements of company background, product description, foe analysis, and targetmarket in Indonesia land. The informations of this report is gathered from public materials, corporate website, web graphicsicles and text book. This report also contains current description of promotional mix, IMC objectives and response hierarchy as well as creating a unsanded promotional tool and suitable creative strategy that would suit best to sell this product to the target market.2. Background of CompanyPT Indofood Fritolay Makmur started commercial operations since 1990. The company hold the instigant of Lays, Cheetos, Chitato, Chiki, and JetZ brands manufactures and markets snack food. (Bloomberg Businessweek, 2014) The compan y also offers cassava chips under Qtela brand. PT Indofood is based in Jakarta, Indonesia. Since March 17, 2010, PT Indofood Fritolay Makmur has been a joint venture with PT Indofood CBP Sukses Makmur Tbk and Pepsico, Inc. PT Indofood CBP Sukses Makmur Tbk (ICBP )is an established market-leading producer of packaged food products with a diverse range of products providing everyday food solutions for consumers of totally ages. According to PT Indofood (2010) Many of its products brands are among the strongest brands with significant Top-of-Mind status in Indonesia and have gained the trust and loyalty of millions of consumers in Indonesia for decades. (PT Indofood , 2010)ICBP was established as a start entity in September 2009 and listed on the IDX on 7 October 2010. It was established by means of internal restructuring of the CBP Group of Indofood, the parent company, listed on the IDX since 1994. Following the listing, Indofood remains the mass shareholder of ICBP with 80% owner ship. Hence, ICBP continues to enjoy synergies with other Indofood Group companies to maintain its competitive advantages. Most of ICBPs vocation operations and product brands have been well-established for some(prenominal) a(prenominal) years, with many of them enjoying leading positions in their respective market segments. Its various business operations are noodles (Indomie, Supermi, Sarimi, Sakura, Pop Mie, Mi Telur upper-case letter 3 Ayam and Pop Bihun), dairy (Indomilk, Cap Enaak, Indoeskrim and Orchid Butter), food seasonings (Sambal Indofood, Sirup Indofood Freiss and BumbuRacik Indofood) , nutrition & special foods (Promina, SUN, Govit and Provita) , and snack foods (Chitato, Lays, Qtela, Cheetos and Trenz) which produces and markets a range of western and modernized traditional snacks which bequeath be focus on on this report. Here is the vision, mission and values of Indofood Company.VISIONA Total viands Solutions CompanyMISSIONTo provide sustainable solutions for food needsTo continuously improve our wad, processes and technologies To contribute to the welfare of the societyTo continuously improve stakeholders valuesValuesWith discipline as the basis of our way of life We conduct our business with rightfulness We treat our stakeholders with respect and together we unite to strive for excellence and continuous innovation.2.1. Product DescriptionBrief History of Lays, it all started when chip was found by C.E. Doolin in 1932. Tanenbaum (2014,) Doolin loved those corn chips so much that he purchased the recipe and began to sell bags of the crunchy snacks. While Doolin was making his corn chips, Lay was busy producing his potato chips. Lay purchased Atlantas Barrett Food Company in 1938 and then formed H.W. Lay & Company. FritoLay (2014) Years later, in 1961, the Frito Company and the H.W. Lay company merged to lead Frito-Lay, Inc. Today, Frito-Lay brands account for 59% of the U.S. snack chip industry.Lays started selling products in Indone sia around mid year of 2009. Lays (2013), Before Lays entry into the Indonesian market, the brand had already gained worldwide recognition. In Indonesia, Lays is marketed and produced as a joint venture in the midst of Indofood and Fritolay International, and becoming PT Indofood Fritolay Makmur. Fritolay International itself is also being owned by Pepsico Inc. Lays present their products in 6 flavors, there arePizza, BBQ Fiesta, Classic Salty, Grilled Chicken Paprica, Salmon Teriyaki and Seaweed Flavor. In this report, the focus will be Lays Seaweed flavor which contains natural newly potato with seaweed seasonings.2.2. Target MarketEven though Snack Lays is categorized as undifferentiated marketing, it bland needs target market so that it can build the best way to agitate to its perspective costumers. The segmentations of Lays are divided into Geographical, demographical, Psychographic and behavioral segmentation. The geographical segmentation is about the region or area of t he target market. Lays choose Indonesia region curiously in Java Islands with the area of City, Urban, Suburban accross Indonesia the size of population 250,585,668 community (World Population Review, 2014). The Demographic Segmentation is about to targeted the people with both gender whose age between 10 25 years old with any family size, but especially a family consists of parents and children. Because It is targeted much(prenominal) to progeny people or in school age, therefore the education background is children from elementary school to students in the university with any ethnic or racial background in Indonesia . On the other hand, the Psychographic Segmentation which based on the lifestyle electences will exploitation VALS frame guide (VALS, 2014). There are 4 types of people Lays want to target. They are first, Experiencers, with the personality of young, excitement, still open to the new, and have a lot genial activities.They are potential because they are tend to be an impulsive consumers. Second, is Achievers, they have many needs and wants, goal oriented, like prestige products, predictability. Thy are active self-disc everyplacey in consumer market beat. Third, Believers, people who are idealist, have concrete beliefs, religious, community. They are potential because they are predictable consumers, choose familiar product,and loyal customers.Fourth, Makers are motivated by self-expression, organized, practical people who have constructive skills and value self-sufficiency. They prefer a practical or functional purpose, and buy basic products. Furthermore, Behavioral Segmentation is about the behavior of the target market. Behavioral consists of the occasions of special and unfaltering occasions such as hang out with friends, watch movies, snacks time with The Degree of use in Light use and medium use. The Brand committal of targetmarket vary into Not loyal, loyal to very loyal . The Benefits target market can have is Lays serve as snac ks, good quality, crispy and delectable, convenience, easy to access, enjoyable. Whereas, the Readiness stage is All people who know Lays and the attitudes toward product are neutral, positive attitude toward Lays.2.3. Positioning StrategyBased on Foote, strobilus &Belding (FCB) model, Lays Seaweed Flavo is positioned as Habit Formation (the doer) which in the thinking grid and considered as low involvement. It is habitual purchase and marketers does not have to market the product, yet creating an advertizement to act as a reminder about the product According to Belch& Belch (2009) Positioning can be defined as the art and science of fitting the product or service to one or more segments of the broad market in such a way as to set it meaningfully apart from competition. Market placement is the most important factor in establishing a brand in marketplace. Positioning strategy that would suit best with Snack Lays is Positioning by Product Attributes and Benefits. This strategy is to set the brand apart from competitors on specific characteristic or benefit offered. In this case, out of other competitors, Lays offer a unique quality of characteristic of potato chip with seaweed flavor. Lays has been very strategically positioned within the snack food industry, the dramatic attributes which important to consumers and are the basis for making a purchase decision. One of the salient attributes is its international recognition and worldwide brand makes Lays trusted and worthy in the mind of consumers. Moreover, the taste, the brand prestige, and communicating a fun delicious snack brand to the consumers makes the Lays has positive positioned in the mind of target market.3. Promotional Mix ElementsLays has been use several promotional mix, there are3.1. AdvertisingAdvertising is any paid form of non-personal communication about an organization, product, service, or idea by an place sponsor and usually being apply by companies whose products and services are t argeted at mass consumer markets (Belch&Belch, 2009). Lays was using TV ad topromote its product, the advertising was about the deliciousness and irressistible Lays Seaweed flavor. The advertisement can be seen widely in youtube It was an effective nonpersonal communication because it can transmit a message to large consequence of groups of individuals (mass coverage) at the same time efficiently. It shows an immediate popularity from consumers who tried this new product and most people admit that they are satisfied with Lays Seaweed flavor.Moreover, Lays also had done issue advertising in several female indonesian magazine such as citacinta and gogirl (Sulung, 2010) Print media play an important role, in earning the right to defend the Layss message of enjoyable and delicious potato chip. Haight (2005) Advertised in Print media can make consumers go backward to consume an advertisement, so it is an amazing continuative between advertiser transmission of Lays message and consum er consumption.3.2. Sales PromotionsSales promotion provides extra values or incentives to the sales force, the distributors, or the ultimate consumer and can stick immediate sales (Belch & Belch 2012). Lays had done sales promotion in several local supermarkets in carrefour, hypermart, indomaret and alfamart by giving consumers ignore, buy1get1 event, and bundles promotion. Recent sales promotion from Lays was related to price promotions in Circle K where consumers can buy two Lays seaweed flavor and additional drink with cheaper price which only IDR 12000 (Circle K, 2014). Lays also had a promotional event in several public holiday event in big supermarkets periodically such as (Lays, 2013) in christmas event when the discount and buy 1 get 1 available widely for consumers.Last, but not least, Lays also progress tod competitions for consumers to win the prize. For instance, last year on March 2013 Lays held Lays enjoy Adventure which is a competitions for consumers to post the ir photo eating lays, in order to win iphone 5, ipod nano, exclusive vouchers and hampers exclusive lays. In 2012, Lays Irressistible Moments Indonesia, (2012), on December 2012 also a contest which offer the opportunity to win exciting prizes by submitting their moments with lays. (Lays Indonesia, 2014)The competitions held in social media by Lays Indonesia, called Harpitdays where the winner can win voucher gift valued of IDR 200,000 for six winners.3.3. Interactive or Internet MarketingIt allows for a back and forth flow of information whereby users can participate in and modify the form and content of the information they receive in real time (Belch&Belch, 2009,p. 12) Lays Indonesia connect and relate with their consumers through internet media with social media sites which is facebook. It is the only official page of Lays Indonesia where today speaks to Indonesian consumers about the products and promotions and create a platform where people can communicate to Lays. The socia l media page allows the brand to pay attention or negociate to the consumers mind by asking their opinions, encouraging their life, giving fun status, games, and more. Compliment and complaing about the brand also can handle well with the use of social media. In addition Lays Indonesia also create website contains basic informations to provide some information about Lays.4. IMC ObjectivesAccording to (Reid, 2001) Integrated Marketing Communication (IMC) has been promoted both as an emerging communications philosophy and as a strategic management process for creating and managing the development of strong brands. It is also considered as the planning and transaction of all types of marketing communication needed for a product, brand, idea, company or place in order to satisfy a common set of objectives and support the view of promotion (Zimuto, 2013, p. 95). The DAGMAR approach suggest a logical process for advertising and promotion planning. Using DAGMAR approach in IMC objective s would focues the advertisersattention on the value of using communications based objectives to measure advertising effectinveness and encouraged the measurement of stages in response hierarchy to asses a guides impact (Belch & Belch, 2012).Therefore, the element of sharp (Specific, Measurable, Achievable, Rational, Time-Limit) must be considered in order to create an effective communication with consumers. The advertisement can be done in s mall space ads, bill of sale, and short spots For the IMC Objective, Lays Seaweed Flavor use print or media advertising therefore hierarchy of effects model would fit the best to show the work process. Here is the IMC Objective for Lays 1. To create brand sensory faculty of Lays Seaweed Flavor among non user young people of thetarget market in Indonesia region to 75% by next year. 2. Create a positive feelings toward Lays Seaweed Flavor to 55% and preference of choosing this product to 45% especially by young people age between 12-20 years old who are still in studying in school by next year. 3. To increase sales of Lays Seaweed Flavor by 20% in next year and maintain customers to repurchase and regularly consume the product, to become consumers favorite seaweed snack.New Promotional Tool5.1. Public RelationsIn order to reach the objectives and gain more competitive advantage in the market, a new promotional tool is created to able target the market. A new promotional tool that Lays Seaweed have not done before is using public relations. Public Relations defined as the management function which evaluater public attitudes, identifies the policies and procedures of a organization with the public interest, and executes a program o action and communication to earn public understanding and acceptance (Belch&Belch, 2009, p.559). The public relation body process that Lays seaweed will go through is sponsorship. It is strenghten by the opinion of Riley (2012) that Sponsorship is a specialised kind of public relations and inc reasingly popular, particularly with large businesses.A business will sponsor an event, team or individual in order to build brand awareness. Because the target is young people especially those who are still in school, so Lays will sponsor a school events at several schools and universities in Indonesia. In the event, Lays will place a fun-catchy advertisement in the place of event to gather attention of the students and create interests and positive feelings to people who see. In the event, Lays can participate by creating some fun games for students to do to create more positive feelings toward Lays. There also may be opportunity to sell products, so Lays can use this opportunity to give broad trials to student, young people, it is a good way to grab young non user consumer. The period of doing this public relation suggests in 3 6 months.5.2. Sales PromotionsThe sales promotions is disposed(p) to the consumers in the public area, such assupermarket retailer, shop groceries an d also can be given while doing the public relations. This will attract buyers to buy more and consuming Lays Seaweed. Because most people attract to any sales promotions in the market, highly effective if there is any event of the moment such as Public Holiday or Weekend days. The type of sales promotions would be discounts, giving 10% discounts for students who buy Lays Seaweed, buy 1 get 1 free promotion and bundles promotion such as it is cheaper if consumers buy 3 Lays at once and valied with multiple purchases. Vouchers and Gifts also can be given if consumer buy certain(a) numbers of Lays Seaweed, for example 3 and they will be given a gift or if they buy 6 they will be given vouchers. This sales promotions should have limitations of time 1 3 months of availability.5.3. Print AdvertisingTo gain an effective promotional campaign, Lays will also do print media advertising to gain awareness and attention from the urban city people. Although print advertising looks a passive ad vertising yet it considered effective. Lays Seaweed will do the print advertising in the popular magazines like females magazine such as gogirl, citacinta, gadis, femina. Food magazine such as sedap, selera,and nova.5.4. Point of PurchaseMoreover, for the other months of not doing sponsorship, Lays can advertise in outdoor advertising to gain mass coverage of attention and point of purchase (pop) by display largely in supermarket retailer, groceries shop and supermarket mall to attract young people who live in urban city. Traffic flows in the grocery store greatly influence grocery shopping behavior. In fact, consumers often buy products that are placed on display simply because they are on display. Retailers use the brand-lift index to measure the incremental sales that devolve when a product is on display. In fact, one study indicated that POP displays in convenience stores can increase product sales by near 10% (Babin & Harris, 2012). The trials and sales promotions also are pr ovided to ensure effective communication with consumers.5.5 Internet/Interactive MarketingTo develop and maintain current social media promotion with facebook and tomake a new internet or interactive marketing for consumers to persuade them to be active and engaged more with Lays brand from their own place and time. Lays can be updated more informations in the Website as it is considered as inactive and has uninterested layout website. The website should be updated at least once in a month to give audience the new information about Lays activities in sponsorship and promotions. Moreover, giving others useful information such as facts, opinions and ideas will become more provoke and attractive website to let young people experience with Lays from their gadgets and phones.6. Major Selling IdeaMajor selling idea is the basis for the central theme or message idea in an advertising campaign (Belch & Belch, 2012). Major selling idea is important part in creative strategy. The competitive advantage Lays have over other competitors are differential advantages, it is created when a companys products or services differ from its competitors and are seen as better than a competitors products by customers. Lays Seaweed have differential advantage in which it has an international recognition and worldwide coverage, with historical background of creating the potato chips and excellent leadership over the years, made it possible for the leaders to work their way up the corporate ladder. More advantages are being owned by a larger grass like PepsiCo has advantages in its own like mass advertising and an established name.One intelligence activity to describe the key characteristic that can be used as competitive advantage for Lays Seaweed is gladness because eating the crispy and crunch potato chip would make the consumers feel joy and happy to taste the delicious seaweed potato chip which is unique as a snack. This happiness is strong and meaningful to appeal the target au dience. It has positive and good meaning in many ways and all people wants to be happy. Therefore, The selling idea with theme of happiness will be interesting and draw people to know more about Lays Seaweed by consuming it. This major help positioning the brand and creating a brand image because it creates unique selling position in promoting a happiness product.6. yeasty Strategy7.1. Advertising AppealLays Seaweed advertisement is emotional appeal with happines and joy. The idea of the advertisement comes from the magic tree that can produce fresh potato. It called the magic tree because it has sparkles of firework to create delicious potato to become a fresh-cut- crispy potato chip that Lays use to the consumers.7.2. Execution StyleThe execution style of this advertisement is dramatisation, because it is dramatized the pictured with a tree and form a firework and potato which burst out to become the potato chip with seaweed seasonings.7.3. Creative TacticsHeadlineThe headline of this advertising is Happiness is closer than you think This headline is leading position of the ad therefore it placed in the fondness of the advertisement with a portion of bigger writings than others. The purpose is to gain attention with the happiness in the capital size as it is the main word of the advertisement. It is considered as indirect headline because it provokes curiosity and motivates involvement of people to consume this Lays Seaweed. The headline is indirectly persuade people to eat Lays because it can create happiness, and happiness is easy to get as closer to the local groceries to buy Lays Seaweed.SubheadlineThe subheadline is placed under the headline with the yellow banner to support the headline. It is smaller the headline and larger than a write And telling the product of the advertisement. Body CopyBody copy is the main text portion of a print ad. The body copy support the headline and subheadline to perform a good and effective advertisement. The body co py is persuading people to buy the product now and promise they will not regret to taste the Lays Seaweed. Visual ElementsThe visual elements of this advertisement is considered as colorful and fun with the elements of the potatoes tree and firework sparkle. The lays seaweed is placed on the down right of the advertisement to make consumers focus on the advertisement as much as the product. The visual elements compliment to each other with the background of a sunny day with green grass. The visuals convey a strong meaningful image and compliment the headline, subheadline and body copy. LayoutLayout is the physical arrangement of the various parts of the ad headline, copy and visual The layout of the advertisement is blended together to perform a finished advertisement. The layout is centered to enhance the focus of the people, so as the people see they will focus on the headline, the products image, the subheadline and the body copy as all of them are complimenting each other elem ents. The layout if full image and has no white space to let people focus on visual and enhance the use of effective advertisement.7.4. Media VehicleMedia vehicle is the specific carrier, publication or promotional piece used to carry an advertising mesage (Belch & Belch, 2012). The advertisement will be exposed in a print media of popular magazine in Indonesia, in the big mall as an advertisement and as the point of purchase in groceries retailer. In the magazine, the advertisement will be placed on the back cover of magazine as it has more exposure rather than inside the pages of magazine. The reach of potential buyers exposed to the message are expected to be 60% of audiences who see the advertisement. The audience will be exposed to the message for several times, but not too much to ensure the customer attention and not as a worrisome advertisement. So, the frequency of being exposed to the media is from 3 10 exposures. While the coverage of the advertisement is people who liv e in urban city where the advertisement is placed, especially in the public places where people are passing by.The advantages of using this strategy are it is surely will gather consumersattention about the advertisement as it is unique, colorful and interesting. The placement of this advertisement in public spaces where people move a lot and passed by will increase the brand awareness and store the brand advertising in their memory so that when they go to groceries shop, they want to buy and try the Lays Seaweed Flavor. The disadvantages is it is a passive advertising and some people may feel disturbed or dislike towards the advertisement because it did not match their perception. The companys financial position is strong enough and fit to make this advertisement campaign works because it is a top company in Indonesian which are place in the top as the one of the company which having high gross profits and income in Indonesia 8. Conclusion & RecommendationLays as one of brand unde r the PT Indofood company has been known as an international potato chip brand that is sold in many countries, especially in Indonesia. Lays comes in many flavors but the focus of the promotional campaign is the product of Lays Seaweed Flavor because it is a potential product to gain consumers interests and consumption. To create a creative IMC Plan, the target markets are divided into demographic, geographic, behavioral and psychographic. The IMC objectives of Lays Seaweed are find out through the response hierarchy and DAGMAR approach and focus urban and suburban market area with people aged between 10 -25 years old. The positioning strategy is product attributes and benefits with a new IMC mix of Public relations, and Point of Purchase which will strengthen the product position in the market. The creative strategy and the advertisement is created to enhance the creative platform in order to develop Lays Seaweed in new and different ways. Furthermore it is recommended for the com pany to develop the public relations activities that benefits the development of young people physically and emotionally by creating an event such for teenagers such as bike for fun, competitions and contests other than sponsorships in order to create stronger values in the eyes of the target market.List of ReferencesBelch, B. &., 2009. Advertising and Promotion. 8th penyunt. New YorkMcGraw-Hill. Bloomberg Businessweek, 2014. Bloomberg Businessweek, viewed 6 may 2014Circle K, 2014. Circle K Indonesia, viewed 6 whitethorn 2014FritoLay, 2014. History., viewed 8 May 2014Haight, D., 2005. Advertising and the future of print media. Pulp & Paper, 79(2), p. 64. Insights, S. B., 2014. US Framework and VALS Types. , viewed 8 May 2014Lays Indonesia, 2014. Lays Indonesia Facebook, viewed 10 May 2014Lays, 2013. Lays., viewed 5 May 2014PT Indofood , 2010. Indofood CBP. , viewed 6 May 2014Reid, D. M., 2001. Building Strong Brands through the Management of Integrated Marketing Communication. Inte rnational Journal of Wine Marketing, vol. 14, no.3, pp. 37-50. Review, W. P., 2014. Indonesia World Population Review., viewed 8 May 2014 http//worldpopulationreview.com/countries/indonesia-population/ Riley, J., 2012. Promotion public relations & sponsorship, viewed 10 May 2014Strategic Business Insights, 2014. Stragegic Business Insights, viewed 10 May 2014Sulung, A., 2010. Julie for Lays. , viewed 10 May 2014Tanenbaum, K., 2014. Snack Food Rewind A History of Our Favorite Treats. , viewed 8 May 2014Zimuto, J., 2013. The Perception Of Small And Medium Enterprises (SMES) Marketing Managers on IMC Strategy in Zimbabwe. Journals of Arts, Science & Commerce, vol. 4, no. 3, pp. 95-100.

Fast Food Advertising And Childhood Obesity Essay

A rise in obesity has been observed in the get together States in the last two decades. Obesity is one problem that gives birth to numerous fatal diseases, including but not limited to cardiovascular disease, diabetes, and depression. The Centers for Disease Control and Prevention (CDC) conducted a survey and order that, More than troika of U.S. adults (35.7%) and rough 17% (or 12.5 million) of infantren and adolescents aged 2-19 years are obese (Ogden, Carroll). One of the main reasons behind obesity is the Ameri whoremasters love for troubled regimen. Fast food contains scarce a small balance of essential nutrients, and is loaded with un healthy and non-essential nutrients which do nothing but contribute to obesity and resulting diseases. An equally change magnitude trend has been observed in the openings of new stiff food locations. The fact sheet issued by content eatery Association shows that 970,000 new fast food locations were opened in year 2012 and the restauran t-industry share of distributively food dollar spent stands at 48% (2012 forecast). Those parents who know about the adverse effects of fast food using up try their best to keep their children away from it. But no matter how wakeless they try to shield their children, few negative forces like advertizement provides them a complete exposure to such(prenominal) unhealthy food. A kid may neer have eaten a McDonalds hamburger, but he/she definitely knows what it looks like, thanks to the power of commercials. A study of al to the highest degree 100,000 food ads on TV showed that 89% of ads that teenagers see are promoting products high in fat, sugar, and/or sodium (Taylor, Daniel). The advertisers are very smart and they never tell the complete story of products they advertise. They make the food look so tempting that it becomes irresistible for everyone peculiarly kids. They best know the techniques to reach out the targeted consumers.Most of the TV advertisements show super-siz ed meals at cheaper prices but they never show that the excess consumption results in excess calories input. A study by Tirtha Dhar and Kathy Baylis indicates that the parents whose children are everlastingly begging for fast food, aft(prenominal) world exposed to TV ads end up purchasing fast food more frequently than parents whose children are not exposed to publicizing (Dhar, Baylis 3). In order to chassis a prosperousand healthy nation, Government should take action to shun fast food publicize completely to the children. Achievement of this goal requires unity and mutual efforts by whole nation. The issue of fast food publicize to children is not new and an initiative was taken by the Federal make out Commission after the joint workshop of FTC and Department of Health and Human Services (HHS) on Marketing, Self-Regulation and Childhood Obesity held in 2005. FTC was the first ever organization in the US which recommended that the Congress ban fast food advertising to chi ldren under age of 12. According to a report issued by them to Congress, 44 reporting companies spent approximately $1,618,600,000 to promote food and beverages to children and adolescents in the U.S. in 2006. Approximately $870 million was spent on food trade directed to children under 12 and a little more than $1 billion on merchandise to adolescents (Kovacic, Harbour, Leibowitz and Rosch). Congress has not worked on any of the recommendations presented in the report yet. It seems like they care more about the profits earned by the giant fast food industry than the health and wellness of worldwide public.Banning fast food advertisements wont solve the obesity problem at formerly but it is surely one of the best mensurations in the right direction a step that more law makers should not be afraid to take. The similar advertising bans already exist in some jurisdictions such as in Quebec (Canada) and few Scandinavian countries (Dhar, Baylis 7). Sweden, Norway, and Finland have banned commercial sponsorship of childrens programs. Sweden also does not permit any television advertising targeting children under the age of twelve (Role of Media). Quebecs 32 years ban on advertising to children had led to $88 million annual lessening in expenditures on fast food and 13.4 billion to 18.4 billion fewer fast food calories being consumed per year (Dhar, Baylis 2-10). Residents of Quebec have a very sedentary life, yet their obesity rate is comparatively lesser than the US. These figures indicate that the sanction on fast food advertisement can prove effective in lowering or curbing fast food consumption in the United States as well. A larger proportion of the US population leads a very active life. An active life unite with the proper and healthy diet may lead to significant reduction in the obesity rates. Media and amusement giant Walt Disney Cos has already banned junk food advertisements during its TV, radio and other online programs mean for children under t he age of 12 (Heavey).Lawmakers and other opponents of this campaign may not agree to the effects of advertising on children and may further argue that this ban volition never be successful in achieving the desired results. A research paper commissioned by the World Health Organization (WHO) states that, A survey conducted in the United States showed that 86 percent of children who smoked prefer Marlboro, Camel and Newport which are the three most heavily publicise brands (Hammond). A study in the Journal of the American Medical Association found that 91 percent of six year old children surveyed identified the Joe Camel cartoon character as being associated with cigarettes, about the same percentage as recognized rice paddy Mouse (Fischer, Schwartz and Richards 3145-8). Lawmakers should not forget how the ban on Joe Camel proved to be successful in cutting smoking rates in the United States. High school smoking rates dipped significantly from 34.8 percent in 1995 to 21.9 percent i n 2003 (Wilson). Now the webpage of Camel cigarettes cannot be even accessed by kids, as it requires input of some verifiable information. The ban should be place on the TV channels which children watch the most. A similar ban should be placed on the free video streaming websites which dis break away ads more than the desired videos.Alternatively, a specific quantify can be defined by the legislators during which no advertising related to fast food shall be dis quickened on TV. The report issued by FTC includes a variety of recommendations for media and entertainment companies. The best recommendation among them is that, More media and entertainment companies should limit the licensing of their characters to healthier foods and beverages that are marketed to children, so that cross-promotions with popular childrens movies and television characters will favor the more, sooner than the less, nutritious foods and drinks (Kovacic, Harbour, Leibowitz and Rosch 11). FTC further recommen ded media and entertainment companies to use their powers positively. Their report states that Media and entertainment companies should test the effectiveness of any health and nutrition messages and public information campaigns aimed at the problem of childhood obesity (Kovacic, Harbour, Leibowitz and Rosch 11). Parents will have to play an active part in this regard. They need to be more watchful about their kids media consumption. They should keep an eye on the channels their children watch or the books and magazines they read to see what types of commercials are displayed. By doing this, they can filter out any mediasource they entert want their children to use. A child spends a considerable amount of time in a day in school. Schools can play an important role in making the children aware of adverse effects which fast food consumption can have on their health. They should make the fresh fruits and vegetables available to the children.Fast food companies spend a substantial amo unt on renting out the spaces used for billboards advertisements. City Government should take some action against these companies and restrict renting out such spaces to them. In order to make sure that these restrictions dont affect the advertisement of healthy food, the government should set nutrition-based standards which will define what type of products can be advertised. Any product-line that doesnt meet that standard will never be allowed to be advertised The opponents of this ban may argue that it completely depends on parents whether they let their children buy fast food or not advertising doesnt compel them. They ignore the fact that if a parent always says no to his or her children whenever he or she demands for fast food, it would affect them adversely. The kids will compare their position to other kids in the neighborhood or school, and will feel depressed by knowing the fact that they are the only ones who are not allowed to eat fast food. These psychological factors i n turn will affect their education and career. A mother of two children from California named Parham launched a class-action law suit against McDonalds appealing that the toys given over out with the Happy Meals unfairly trap kids into eating unhealthy foods (Jodi, Sara). She further speaks about the success of advertising in this regard, Other busy, working moms and dads know, we have to say no to our young children so many times, and McDonalds makes that so much harder to do (Jodi, Sara). Advertising of junk food is the root cause of these problems, which if banned to children, will let the parents achieve the goal of keeping their children healthy and successful.Works CitedOgden, Cynthia., and Carroll, Margaret. Prevalence of Obesity Among Children and Adolescents United States, Trends 1963-1965 through with(predicate) 2007-2008. Centers for Disease Control and Prevention. CDC 24/7, June 2010. Web. 31 October, 2012. 2012 Restaurant Industry Forecast. National Restaurant Associa tion. National Restaurant Association Educational Foundation, nd. Web. 02November, 2012. Taylor, Julie., Daniel, S. Kirschenbaum. Are Fast-Food Advertisers Playing You? Fit WebMD, Sanford, nd. Web. 02 November, 2012.Dhar, Tritha., Baylis, Kathy. Fast Food Consumption and the Ban on Advertising Targeting Children The Qubec Experience. Journal of Marketing Research 48.5 (2011). American Marketing Association. Pg 2-10. Web. 03 November, 2012. Kovacic, William., Harbour, Pamela., Leibowitz, Jon., Rosch, Thomas. Marketing Food to Children and Adolescents. Federal Trade Commission. FTC, July 2008. Web. 03 November, 2012. The Role of Media In Childhood Obesity. Kaiser Family Foundation. 2004. Web. 17 November, 2012. Heavey, Susan. Disney Junk-Food Ad Ban Latest Move To Slim U.S. Kids. Reuters, June 5, 2012. Web. 03 November, 2012. Hammond, Ross. baccy Advertising & Promotion The Need for a Coordinated Global Response. World Health Organization, Geneva. WHO, January 7 to 9 2000. Web. 17 No vember, 2012 P.M. Fischer, M.P. Schwartz, J.W. Richards et al., Brand Logo Recognition by Children Aged 3 to 6 Tears Mickey Mouse and Old Joe the Camel, Journal of the American Medical Association 266 (1991). Pg. 3145-8. Web. 17 November, 2012. Wilson, Duff. Teenage Smoking pass judgment Spur Calls to Renew Anti-Tobacco Campaigns. The New York Times. NY Times, July 8, 2010. Web. 17 November, 2012 Jodi. Sara. California Mom Sues McDonalds Over Happy Meals. flock of Moms. December 15, 2010. Web. 04 November, 2012.

Akamai Case Study Ecommerce

1. Why does akamai need to geographic exclusivelyy disperse its servers to press home its costumers web content? Akamai allows its costumers to move their web-based products closer to their end drug users ( local). Meaning that an Akamai website can deliver from 4 to 10 times faster as non-Akamai website, due to the 73. 000 servers around the world. 2. If you wanted to deliver softw are product content over the Internet, would you sign up for Akamais service? Why or why not? Yes we would sign up for the Akamai service due to the following advantages * Reliability * Availability * Speed * Security account tools with regards to problems or traffics * Scalability (the possibility of having many users and large files) 3. What advantages does an advertiser derive from using Akamais EdgeScape service? What kinds of products ability benefit from this kind of service? The main advantage of this EdgeScape service is the tracking possibility of online shopping behaviour. This behavior an advertiser can pin point buyers based on geographic locations, and validate an end users location. 4. Why dont study business firms distribute their videos using emailprotected networks lie Bittorent?P2P delegacy the sharing of files between users of the P2P service such as Bittorent or Bitlord. But this also means that all users are actually servers meaning that it is not easy to collect user data. Also major firms might want to use Akamai instead of P2P as it is more reliable, secure and stable. With the underlying infrastructure of the Internet major companies will most likely not benefit from p2p services. Due to the slow loading of websites companies will most likely chose for a web-streamed based content. These content are often saved on a local server and are most likely quicker distributed to their costumers. . Do you think Internet users should be aerated based on the amount of bandwidth they consumer, or tiered plan where users would pay in rough equilibrium to their u sage? No, we believe that the Internet must remain free without people paying for the use of bandwidth. When you are charging people for the use of bandwidth then many people will avoid certain websites that use up allot of bandwidth such as video streaming which uses up allot of bandwidth. It might even result in people avoiding the high use of the internet due to the costs, which is bad news for many online businesses.

Analysis of Setting in Gilman’s “The Yellow Wallpaper”

Eric Fitzgerald Critical Essay Keith Wilhite 10/22/12 Analysis The discolor Wall opus In works of literature, authors tend to use various literary techniques to help the reader bring in the work without an explicit explanation. In the short story The Yellow Wallpaper Charlotte Perkins Gilman uses setting to connect with the mind in order to give the reader an understanding of the narrators developing insanity on the common gender roles of the late 19th century.The narrator records journal entries that document the decline of her intellectual assign in throughout her progressively slanted perception of reality. Her decline in intellectual health, which seemingly begins as comparatively steady, eventually becomes broken in a office that is exemplified through her explanation of the physical setting. Setting is utilise as a basis of the secret plan because without its unique setting, the story would hurt less credibility of cosmos plausible. Gilman provides a compatible set ting and theme, which leads to a smooth plotline in the story.The story takes place in a pleasant summerhouse that the narrators husband commode has rented out for three months to give his wife time to relax and recover from her illness. This setting nowadays tells the reader that the husband and wife live upper-middle trend or upper class lives. magic, a physician of high standing, clearly does very puff up for himself financially as he lives comfortably enough to rent out a luxurious summer home for the three months of summer (316).Although the narrator refers to the rental rate of the home as cheap, it is still a luxury expense that not some families would so freely incur. This circumstance suggests that John makes a effective amount of money and allows the reader to infer how this family lives. Because Gilman has provided this setting, the reader is suitable to assume these more descriptive aspects of the story. The narrators first entry in her diary seem sane when re ad superficially, however the way she views her living space seems all too optimistic.She referred to her adjournway as a nursery and assumed that it was a nursery first, then playroom, and gymnasium, I should judge for the windows are barred for little children, and thither are ring and things in the walls (317). Yet when she described the so called nursery, one can have serious doubts. She mentioned that the size of the bed was that of an adults, and was the only piece of furniture in the room. The reader can immediately question this detail because it does not make sense for there to be an adults bed in a room that was for young children, or a gymnasium.The narrator later mentions that, for some reason, the bed is nailed to the floor and that there is significant damage to the legs of the bed. She explains, scratched and gouged and splintered, and the plaster itself is dug out here and there (319). The narrator blames these comments on vehement children. The reader develops a get on understanding of the narrators lack of sanity when the room in portrayed with a sense of her being locked inside. She discloses that the room has barred windows and a barrier taking forth her access to the stairwell.She seems to be unaware of these possibly intentional confines of the room, but the reader gains insight to the plausible previous usage of the room. In actuality, it allows the reader to question her sanity throughout all of her writing. There is a chance that the asylum was deliberately chosen for the insane narrator and John led her to believe it was a nursery to circumvent disturbing her slight hysterical tendency (316). The Yellow Wallpaper was written in 1892 and takes place in about this same time period.In this century, gender roles among men and women were distinct. The men worked and played a superior role in society, while the women stayed at home to cook, clean, and take care of the children provided they had any. In the story, John has the overall power in the house, while the narrator does as he says. The narrator showed her obedience when she immediately stopped writing when she noticed her husband was on his way to her room. She said, There comes John, and I must put this away, he hates to have me write a word (317).Beyond the relationship of physician to patient, John is demonstrating his empowerment as a husband in this late 19th century short story when he does not allow his wife to go visit her Cousin Henry and Julia, he said I wasnt able to go, nor able to stand it after I got there (321). The husband-wife relationship between the two is further uncovered in the narrators fourth journal entry. She accidentally woke up her husband in the night when she got up from her bed to explore the activity in the paper and goes on to say to John that it is a good time to talk (322).Through their discussion, it is clear that John is talking down to his wife when he calls her little girl and cries out, Bless her little hear (3 22). Additionally, John seems as though he declines to take the fact that his wifes condition is not improving as he continuously reinforces the thought process that she is getting better. The relationship between the two is clearly dominated by John. His wifes belief on him and her lowliness are highlighted by Johns condescending conduct. Furthermore, John placed his wife in an upstairs bedroom, where she ended up spending all of her time away from the rest of the house.Contrary to where the wife valued her bedroom to be, she nonetheless endured the discomfort that the hideous yellow wallpaper brought to the room. After a detailed description of the wallpapers lack of attractiveness, the narrator stated, I should hate it myself if I had to live in this room long (317). In this moment, Johns wifes declaration of hate towards the yellow wallpaper in a way foreshadows her imminent insanity. Throughout the story, the narrators thoughts become increasingly abstruse with the wallpap er to the point where most readers would question her sanity.Although she often mentions that she feels her health is improving, her writing becomes progressively obsessed with the wallpaper indicating her worsening mental state. Mentioning upstart developments in the wallpaper, she states, There are always new shoots on the fungus, and new shades of yellow all over it. I cannot keep count of them, though I have tried conscientiously (324). She also goes on to reference various other strange details of the paper such as its smell, its color, and that she believes there is a woman behind it making it move (325).At this point in the story, it is clear that the narrator has lost her grip on reality as the setting ultimately contributes to the plot line of the short story. Additionally, the narrators distance from the central areas of the house symbolizes the distance between her mental state and reality. The rest of the family resides in the common place of the house where they carry out their days a normal reality. The author portrays the narrators figurative separation from the regular, sane world by physically distancing her from everyone else in the house.The narrator is also separated in terms of the sociable hierarchy of the house. The husband paying for the rent of the house and moves about freely in it while he requires his wife to remain in her room at all times, which also demonstrates his gender dominance in the late 19th century. often times, the setting of a literary work can contribute much more to the reader than only when informing the time and place of the work. The reader can gain a better understanding of many different aspects of a work when the setting is critically analyzed.The narrators decline in mental health begins as relatively stable to the reader but eventually becomes fragmented in a way that is exemplified through her clarification of her physical setting. Her weakening mental state can partially be blamed her already preexistin g nervous tendency, but is certainly a result of her questionable handling and her husbands denial to his wife as an adult on a level social hierarchy. The setting in The Yellow Wallpaper plays a crucial role in being able to thoroughly understand the literary work.