Definition of motivation in work Essay

Introduction At any enterprise the main resource is human. Orientation to the highly skilled and initiative labor integrated into system of production, a continuity of process of enrichment of knowledge and professional development, flexibility of the organization of work, delegation of responsibility from top to down, partnership between participants of production – all this conducts to creation of new model of development and use of human resources. The motivation is an actual element of this process which provides reciprocity of interests of the employer and personnel and guarantees efficiency of activity of the organization. The motivation is a complex of the motives which are inducing or not inducing to certain acts, this creation of system of the incentives necessary for achievement of the purpose of the organization. Satisfaction of the employee of the enterprise with conditions and compensation, relations with colleagues and heads, management policy for the personnel, in many respects defines interest and the employee’s motivation on effective and productive work. The periodic assessment of satisfaction with work of firm personnel helps to reveal â€Å"weak links† in structure of human resource management, to develop system of the additional incentives allowing to eliminate or compensate the work factors which are least satisfying the personnel. Relevance of the chosen subject is explained by it. Motivated employees are one of the key factors that provide competitive advantage for businesses. By determining the best way to encourage and boost  employee’s performance in organizations the management ensures success of their company, on the market field. Customized employee motivation i.e. best incentive for each employee individually, is what gets the organization closer to reaching its goals and objectives. More specifically, it deals with demographically determined (age and gender) differences in the motivational profiles of the workers. The employees from both genders and all age subgroups are mostly motivated by challenging job positions, advancement opportunities, good compensation packages i.e. money and well managed/good work environment. At the same time, benefits, job security and location of the work place are less of a motivator for all demographic subgroups. Still, this research study suggests that some statistically significant differences do exist. The two genders give significantly different importance to benefits as a motivator, while, the age subgroups give significantly different importance to security, work environment and challenge. A milestone in organization’s success is to develop strong relationship with the employees, to fulfill workers’ expectations (good working conditions, fair pay, fair treatment, secure career, power and involvement in decisions) and in return, to have them follow the rules and regulations, work according the standards and achieve goals, (Khan, et al., 2010). In order to address these expectations it is required for the management to have understanding of employees’ motivation. The HRM professionals are the ones to have significant role in fulfilling this ai m and hence, to assist the company’s management in building relationship with their employees. The challenge for organizations and their policies is to bring the best applicants successfully through the recruitment and hiring process, but also to retain them and to provide them with the environment and structures in order to motivate them to give their best (Hussai, 2007). Moreover, motivation plays important role, since dissatisfaction leads to high employee turnover particularly in less developed or developing countries where little employment opportunities are available to people (Khan, et al., 2010). Motivation is a tool managers can use in organizations and if they know what drives the people working for them, they can tailor job assignments and rewards to what makes these people ―tickâ€â€" (Tella, et al., 2007). Motivation can also be considered as whatever it takes to encourage workers to perform by fulfilling or appealing to their needs. According to Gibbons (1999) and Tella, et al. (2007) high performance motivated workforce is very important element for successful businesses, and this study is inspired by the power that the motivation has within the organizations in increasing their performance. No matter how automated an organization may be, high productivity depends on the level of motivation and the effectiveness of the workforce (Tella, et al., 2007). Hence, managers who use the most effective motivation tools and techniques will provide competitive advantage and profits to their companies. â€Å"Managers must be ready and willing to customize the best deals in town in order to recruit, retain, and motivate the best people†, argued Gilbert (2003, p.1), referring to the importance of customized incentives provided to different generations. In this regard, the aim of this research is to examine the issue of customized motivation management, or more specifically, the issue of applying different motivation tool to different types of employees, depending on their priorities and preferences. In particular, the research will analyze some of the motivating factors and how different their importance is for workers of different age and gender. By determining what the employee’s priority is – high compensation, good work environment or maybe the location of the workplace, this research will determine what would be the best incentive the company should apply. Importance of Motivation of Employees within Organizations One of the main responsibilities of the Human Resources and other management professionals in a company is to achieve competitive success and advantage through the employees they have hired. ―The managers who can create high levels of motivation can get more work from five employees than their less inspiring counterparts can get out of ten, and this is a form of competitive advantage that is hard to denyâ€â€" (Wagner and Hollenbeck, 2010, p.81). Successful recruitment process and successful placement of an employee on the demanding position leads to a new challenging situation where both sides, employee and employer, must take and give the best of the position that was filled. Otherwise, both sides are losing money and time and are becoming dissatisfied. The motivation as career growth and business development factor is very important at this post recruitment stage and is one of the factors that catalyze the process of giving the bestâ€â€" by the  worker and ―taking the maximumâ€â€" by the employer. To summarize, the importance of motivation is high, as is the role it plays, when it comes to employee retention and performance improvement within organizations. Moreover, it can lead to: business development, increasing profits and building competitive advantage. It deserves time and effort to be evaluated and further on, to be applied as efficient managerial tool. Herzberg’s two-factor theory Herzberg’s two-factor theory argues that his hygiene factors such as salary, benefits, working conditions or job security, are also considered to be extrinsic in nature, while motivational factors, such as, the job itself (challenging or not), growth and advancement, achievement (James, 2008); or job autonomy, job complexity and innovativeness (Vaananen, et al., 2005), are considered to be intrinsic in nature. The factors that will be analyzed in this research are determined based on the Frederick Herzberg’s research (Herzberg, 2003), in which he evaluated the following ten extrinsic/hygiene motivators: security, status, relationship with subordinates, relationship with peers, salary, work condition, relationship with supervisor, supervision, company policy and administration, and personal life. At the same time, the following six intrinsic motivators were evaluated: achievement, recognition, work itself, responsibility, advancement and growth. This research will examine the importance of the following seven motivational factor: money, benefits, location, job security, work environment (as extrinsic), then challenge and advancement opportunities (as intrinsic factors). The motivator money refers to Herzberg’s salary factor; the motivator benefits relates to his company policy and administration; location refers to personal life, since it directly influences the work-life balance and the time employees spend on their personal needs. The motivator work environment includes Herzberg’s relationship with subordinates, relationship with peers, relationship with supervisor, supervision and work condition. Security was evaluated as it is by Herzberg, as well. As for the extrinsic factors, advancement was also evaluated as it is by Herzberg, while challenge that will be used in this research mostly relates to work itself (as per Herzberg) since it refers to specific characteristics of the job itself and how interesting and challenging they are to the employee. In  conclusion, based on the importance these seven factors have for an employee when choosing a new job and leaving the current one, or while still performing on the current position, we determine/define the term motivational profile for the research purposes of this thesis. Definition of target group of the interrogated For the analysis of this poll I chose young people aged from 22-25 years which just graduated from the university and got a job. As well as any person, these workers too have certain motivational force. So, 12 workers, from them 7 guys and 5 girls took part in my poll. Distribution by Education Distribution by Department Distribution by Industry Determining the type, strength and direction of employee motivation units Using the questions given questionnaires to determine the type, strength and direction of the motivation of employees selected structural unit. To do this, this form must be filled by a worker units (not less than 10 people). Next, i need to calculate the score for each respondent’s answer. Compare the answers of all respondents. About the study of labor motivation of employees Results of motivational dough On the basis of the carried-out analysis I can draw a conclusion that most of young people choose financial motives, and it means what exactly the salary plays an important role at a work place choice. Conclusion Theories of motivation is the Herzberg Two Factor Theory. His theory also relies on the needs and their satisfaction concept, but according to this theory, the needs are grouped in two levels/groups: 1) hygiene or dissatisfaction avoidance factors (imperative to be satisfied) and 2) motivating or growth factors (additional motivating force after the basic needs are satisfied). He suggests that ―the factors involved in producing job satisfaction (and motivation) are separate and distinct from the factors that lead to job dissatisfactionâ€â€" (Herzberg, 2003, p.6). Herzberg also characterized the two groups of motivating factors according their origin. The dissatisfaction avoidance or hygiene factors are extrinsic to the job, and come from outside the person, and those are: company policy and administration, supervision, interpersonal relationships, working conditions, salary, status, security etc. Growth or motivating factors are intrinsic to the job, that come from within the person and those are:  achievement, recognition, the work itself, responsibility, and growth or advancement. At workplace, the employees must be provided with good extrinsic factors (good pay, good environment, safety etc) in order not to be unhappy. Further on, if the employers need them motivated to perform even better, they need to provide the additional intrinsic factors. Proceeding from results of motivational dough I came to a conclusion that according to the Herzberg’s two-factor theory the greatest importance for young employees is played by hygienic factors, to be exact economic factors, such as: a salary and awards, social advantages, pension privileges, holiday and training which is paid by the employer. Factors, the second for value, proceeding from results of this dough it: achievement and cooperation. And it means, what not all young workers choose hygienic factors. There are workers for whom motivators, such as are important: a freedom of action through achievements and cooperation with other workers. To conclude, many studies show that the age has an important effect on motivation. Still, in some research studies, the authors suggest that there are some motivating factors that do not have significantly different importance for employees at different age (Ross, 2005; Stead, 2009). The list of the used literature: 1. Khan, K.U., Farooq, S.U. and Ullah, M.I. (2010), The Relationship between Rewards and Employee Motivation in Commercial Banks of Pakistan, Research Journal of International Studies (14), p.37-54, [On Line], Available From: http://www.eurojournals.com/rjis_14_06.pdf, Accessed: 01.04.2011 2. Tella, A., Ayeni, C.O. and Popoola, S.O. (2007), Work Motivation, Job Satisfaction and Organizational Commitment of Library Personnel in Academic and Research Libraries in Oyo State, Nigeria, Library Philosophy and Practice, April 2007, [On Line], Available From: http://www.webpages.uidaho.edu/~mbolin/tella2.pdf , Accessed: 01.01.2010 3. Wagner, J. and Hollenbeck, J. (2009), Organizational Behavior: Securing Competitive Advantage, 1st edition, New York, Routledge 4. Vaananen, A., Pahkin, K., Huuhtanen, P., Kivimaki, M. Vahtera, J., Theorell, T. and Kalimo, R. (2005), Are intrinsic motivational factors of work associated with functional incapacity similarly regardless of the country?, Journal of Epidemiology and Community Health 2005(59), p.858-863, [On Line], Available From: http://jech.bmj.com/content/59/10/858.full , Accessed: 10.02.2010 5. Vaskova, R. (2006), Gender Differences in Performance Motivation, [On Line], Available From: http://www.eurofound.europa.eu/ewco/2006/01/CZ0601NU04.htm, Accessed: 03.02.2010 6. Herzberg, F. (2003), One More Time: How Do You Motivate Employees?, Harvard Business Review, Jan 2003, p.86-96, [On Line], Available From: http://hbr.org/2003/01/one-more-time/ar/1, Accessed: 21.04.2010 7. Ross, W. (2005), The Relationship Between Employee Motivation, Job Satisfaction and Corporate Culture, [On Line], Available From: http://uir.unisa.ac.za/bitstream/handle/10500/2584/thesis_roos_w.pdf?sequence=36, Accessed: 31.07.2011

How Teachers are a Positive Influence on Students Essay

Teachers have always been a excellent influence on students. Teachers also teach students how to be a good influence on other students as well. Teachers teach students how to respect and accept others for who they are not by their race or nationality. Having good teachers determines your education that you will need for the years to come. Passage I, by Ernesto Gallorzo and â€Å"Tornado Drill† by David Martin show how teachers positively influence the lives of students as revealed through the authors’ use of dialogue, theme, and figurative language. In Passage I, Ernesto uses dialogue to reveal the positive influence of teachers on students. For example, Ernesto’s teacher announced to the class, â€Å"Ernesto has learned to pronounce butterfly.† This expresses that teachers show a positive influence on students because by announcing that Ernesto can pronounce butterfly shows that his teacher and students are very proud of him and it encourages him to do better. A second reason that teachers are a excellent influence on students is because Ernesto states, â€Å"The main reason I was graduated with honors from the first grade was that I had fallen in love with Miss. Ryan.† This demonstrates that teachers have a special relationship with their students that allow them to cope with one another. Ernesto uses dialogue to prove the fact that teachers are a positive influence on students. Ernesto Gallorzo also uses the theme of acceptance to show that teachers have a positive influence on students. For example, Passage I is about teachers teaching their students the English heritage but also teaching them not to forget where they are from. In Passage I it states â€Å"Miss Hopley and her teachers never let us forget why we were at Lincoln: for those who were alien. To become good Americans ; for those who were so born to accept the rest of us.† This means that the teachers have taught their students to never forget who they are and where they came from, and also to accept others for who they are. A second example of why teachers are a positive influence on students is when it states, â€Å"Miss Hopley and her helpers warmed knowledge into us and roasted racial hatreds out of us.† This demonstrates that teachers teach students that it is not acceptable to judge other people certain ways because of their race. Ernesto Gallorzo uses theme to represent  th at teachers are a positive influence on students. In â€Å"Tornado Drill† David Martin uses theme to represent that teachers show a positive influence on students. Mrs. Wells states that â€Å"its just a drill† when it really is not a drill represents that teachers are a positive influence on students. By Mrs. Wells telling her students that it is just a drill she is tying to keep her students calm and making them think that there is nothing to worry about. Another reason why teachers are a positive influence on students is when David Martin states â€Å"the girls shrugged into the hall and crouched on their haunches facing the wall. The boys stood behind them and leaned over stretching like bridges to protect them. By the boys standing over the girls like bridges their teacher has taught them how to prepare for something like a tornado and how to protect one another. David Martin uses theme to show that teachers are a positive influence on students. In â€Å"Tornado Drill† David Martin also uses figurative language to reveal that teachers are a positive influence on students. In â€Å"Tornado Drill† it states that â€Å"Mrs. Wells said it was time to go back and the lights went on and over our bodies glowed with haloes.† This means that the students felt like angels and felt very protected by their teacher. Another example of why teachers are a positive influence on students is when in â€Å"Tornado Drill† it states â€Å"As we crossed the rubble we new we had survived only the first mystery of love.† This means that the students know that their teacher loves them and that that is only the first way that she has proved it. In â€Å"Tornado Drill† David Martin uses figurative language to prove the fact that teachers are a positive influence on students. Passage I written by Ernesto Gallarzo and â€Å"Tornado Drill† written by David Martin both show the positive influence of teachers on students through the authors use of dialogue, them, and figurative language. In Passage I through dialogue Ernesto’s teacher shows that she is proud of him by announcing to the class that he could pronounce butterfly. By doing this his teacher made him fell proud of himself. Ernesto also shows that he and his teacher have a good relationship with one another. Through theme Ernesto’s teacher has  taught them to never forget themselves as a person and to not be racist towards other people. In â€Å"Tornado Drill† David Martin’s teacher show that teachers are a positive influence on students by showing them how to protect themselves and others. She also proves to her students that she loves them and cares for them.

Hepatic disorders Article Example | Topics and Well Written Essays - 500 words

Hepatic disorders - Article Example The research aims to establish whether dieticians for nutritional evaluation at the various stages of chronic liver disease (CLD) and other hepatic disorders can use the technique. Sixty-six patients were enrolled into the research study who were at different levels of progression of CLD. Their probability of their death or survival due to liver related complications was calculated and factored into the hypotheses of the research study. Nutritional diagnosis was based on measuring their mid arm circumference (MAC), mid arm and muscle circumference (MAMC) and triceps skin fold thickness (TST) (Dossel & Schlegel, 2009). Their subject global assessment (SGA) was also calculated as a relation to the overall results. Clinical and biochemical evaluation was done on their hepatic tissue and serum samples. The results garnered from the experiment illustrated an increase in derived-phase angle (Pha) of the BIA in well fed test subjects as compared to underfed participants(Dossel & Schlegel, 2009). This conclusion was arrived at by looking at the SGA of patients who had no hepatic encephalopathy. Calculations were also able to reveal that there was a significant co-rela tion between the Pha and the nutritional diagnosis data that was collected earlier. The body serum albumin from the research study participants displayed an inverse correlation with age of the subjects. The research results garnered from the experiment supported the conclusion that BIA-derived Pha of a patient is highly associated with patient survival rates. A decreased Pha is related to increase in risk of death from CLD and other hepatic disorders. The conclusion, from the research study, was successfully able to support the thesis that BIA derived Pha can be used and applied as a tool of nutritional evaluation, in CLD patients. The hypothesis posted for the research study adequately addressed the purpose set out by the researchers, and it was

Social Penetration Theory Essay Example | Topics and Well Written Essays - 500 words

Social Penetration Theory - Essay Example Typically, most of the friendships rarely go past this stage. Thirdly, the relationship moves to the affective stage where private matters are discussed, and arguments may arise. Physical closeness and intimate touching occasion it. After this stage, the relationship graduates to stability. This is the plateau on which private matters are deeply exhibited each of the involved parties can envisage the expressive response of each other (Altman $ Taylor, 1973). Lastly, depenetration may arise if the costs outdo the benefits accruing from the relationship (Altman $ Taylor, 1973). This theory is well illustrated in music lyrics involving a love story line. The artist first introduces the characters and briefly gives a scenario of how they met. He then describes how they developed an interest in each other and superficial interaction, which is not personal. It is inferentially based on discussion of general issues such as education, economy among others. Later, the artist narrates how intimacy grew between the characters and how they handle arguments and criticism. Lastly, the artist climaxes the lyrics by recounting the aftermath of the relationship; that is if the association survived or depenetrated. In applying the theory in the film titled â€Å"Jack Reacher,† the main character, Reacher, approaches Helen, who is an attorney to a murder suspect. Reacher believes that the suspect is innocent and tries to create rapport with the attorney by making a casual appearance in her office.

Relationship between GDP and the quality of life in Brazil Research Paper

Relationship between GDP and the quality of life in Brazil - Research Paper Example 81). Scope of Research The companies that are able to take the proactive mindset should have the capability to rebuild several business strategies with the objective of shaping a better future to taste success. The aim of the thesis is to devise a win-win situation that benefits the communities and the corporate bottom lines in a similar fashion. Thesis Statement What are implications of corporate involvement in order to solve social problems? Literature Review According to Dominic Barton, the operating environment of business is experiencing radical transformation. The going concerns are getting influenced by demographical, technological and societal factors. It can be anticipated that the above mentioned trends will affect the operating environment, but it is surprising to witness the confluence of the trends. He states a wave of transformation on the way. Elizabeth Stevenson sought to examine the size or the scope of the changes. The time calls for examination of whether the move is towards venturing into new markets, or ways to survive efficiently. The operating environment will be influenced in a different fashion if the move is towards overcoming the scarcity of resources or interacting with the authorities in a different way. According to Patrick Viguerie, examination of the demand pools will reveal that the revenue leaders of today will not be in a sustainable position in the coming years as far as unit leadership in emerging markets is concerned. This means that the new world will witness new leaders. He stated that companies opt to view the short term while deriving strategies. Several insertion points were put forwarded by Sven Smith. The strategies should be informed by some upfront section along with some trends that will contribute to promotion of new businesses. The section can be undertaken on a monthly or annual basis. Research is required to determine the degree of the position of the resources against the trends as well as to make a second st rategy if the undertaken strategy sinks (Belgard & Rayner, 2004, p. 4). The forecasted trends are easy to be embedded into the strategic planning processes but in a tricky fashion. A long term trend embedded into the planning process can be a throwaway in the initial stages. The existing challenge is to engage line executives in order to recognize the trends, and if the trends are analyzed as forces of nature, it would be hard to recalculate again into the trajectory of the business keeping in mind the subsequent shifts. The tasks ahead of the global corporation are to contend with the amount of restructuring and shifting of portfolios that are anticipated to occur in the coming decade. The corporations need to analyze the nature of the shifts and build a conviction and find the right moves that will contribute to the creation of value. The implications of the trends will be profound. The coming years will witness multiple headquarters as the organizations will like to expand their operations. The pools of talent that has been created around the world now are sufficient to deal with the expansion plans. A competitive advantage lies in bringing the talent pools into the leadership arrangements and assimilates them into the borderless corporations. In order to unleash the talent, the corporation will have to reengineer the society and the economy and provide

In patients with central venous catheter, does the subclavian vein Research Paper

In patients with central venous catheter, does the subclavian vein site is better as comparing with jugular or femoral sites in reducing catheter related blood stream infection - Research Paper Example Hand sanitation, as per research and studies, confirms a decrease of pathogenic agents that propagates nosocomial infections and complications in patients who are confined in hospitals (Elridge et al 2006). The fundamental conclusion that arises from relevant hospital acquired infection researches as issued by the CDC were: â€Å"1) the hands of health care workers are regularly contaminated with pathogenic microorganisms; and â€Å"2) the hands of health care workers are a major route of transmission of pathogens throughout the hospital environment and from the body of one patient to another (Elridge et al 2006).† Thus, it is recommended by the 2002 CDC Guideline that alcohol-based hand rubs or ABHRs are more effective to use in dispensing pathogenic microbes; and are quicker to use than the traditional soap and water without the usual side effect of having dermatitis (Elridge et al 2006). The understanding of the health care staff workers especially in critical units of the hospital like the neonatal intensive care unit (NICU), with regards to the essence of hand hygiene practice is significant as this is the best or one of the best ways to manage and avert contaminations which are normally present and related to health care (Cohen et al 2003). It must be clearly understood that newborns within the said unit can contract high degree of infections due to their very delicate immune system, which are not yet highly developed (Cohen et al 2003). The common transmission for the infection occurs after hand contact is established with â€Å"environmental surfaces and patient equipment† or the removal of gloves that generally happens prior to the performance of invasive procedures (Cohen et al 2003). In relation to the above circumstance, a guideline has been given out by the CDC on how proper hand washing should be done prior to any hands-on contact with patients that are critically ill or otherwise. But while the CDC Hand Hygiene Guideline has

Safety Elements in Aircraft Performance Essay Example | Topics and Well Written Essays - 500 words

Safety Elements in Aircraft Performance - Essay Example The objective of this exercise is to investigate why, if at all, and by how much, if so, each safety element within the overall aircraft performance criteria affects such safety. 6. the take-off thrust performance data is based on take-off thrust setting instructions as per Diamond 1A, General, 2005. These have been left out because they are not considered germane to this paper's purpose. (Diamond 1A, General, 2005) The paper shall now also include the basis on which the operational factors that have been considered for inclusion of the Diamond 1A, 2005, aircraft performance data, the last having been utilized for the purpose of this paper. The decision speed - the speed (IAS), after engine failure or any other cause, at which the pilot may elect to stop or takeoff - varies with weight, temperature, altitude, wind, runway gradient, takeoff flap setting, anti-skid availability, and takeoff speed schedule. (Diamond 1A, p. 6.8, 2005) The IAS at which airplane rotation is initiated assuming a continued takeoff after engine failure . When it is assumed that, under these conditions, the airplane is rotated at nose up body altitude at it will reach a speed of before a height of 35ft is attained the rotation speed will vary with weight, altitude, temperature, takeoff flap setting, and takeoff speed schedule. (Diamond 1A, p. 6.8, 2005) This is the actual speed attained at 35ft above runway surface with engine failure at and

The Others In The Israeli Cinema Essay Example | Topics and Well Written Essays - 1500 words

The Others In The Israeli Cinema - Essay Example Women and Arabs are generally marginalized in the old and traditional Israeli films. Since 1948, the Israeli cinema has been for the most part nationalistic and characterized by ethnic rhetoric depicting the Jewish superiority over the Arab nationalists. The cinema found itself in the employ of the Zionist movement in achieving its aim to put the Jewish community and the Zionist ideals as the priorities for every Jew. Here, it became difficult for any effort to position women at the center socially and professionally and in the case of the Arabs, to treat them besides inferiors or tools in serving the Israeli agenda in themes of war and conflict. This film narrated how the Israelis are superior to their Arab counterpart through the use of comparative portrayals of women in their respective societies. Here, the Israeli pioneer women were shown to have preferred and sacrificed their beauty and comfortable lives in Europe to establish a Jewish state while an Arab woman, in Jezebel-like clothes rejected any suggestion of her abandoning her hedonistic life and wasted her time drinking and listening to music in the pioneer’s tent. The Arab woman’s portrayal would also underscore the Israeli cinema’s general perspective of women as reflected by the negative metaphors – as a barren creature or licentious figure who belonged to the desert. Later on, the female â€Å"other† would emerge as a pure mother, taking the roles of kindergarten teachers, child caregivers and so forth, who symbolized fertility.

Starbucks and the Risse of the City State Essay Example | Topics and Well Written Essays - 750 words

Starbucks and the Risse of the City State - Essay Example The sentiments of opposition often provide us with newer ways of carrying out the task and we can prepare ourselves even for adverse circumstances. For example; it is said that, "If you want peace, be ready to fight." and Sun Tzu further stated that, "If you want a real shape, firstly be unshaped." During the last century power basically implied military power and the ruling power. But as we enter into the 21st century, economic power seems to have taken over all other types of power. While earlier the 'power' used to be shown in the battlefield, now it the company's boardrooms which plan out the fight. The fight is then executed with the help of well laid out marketing and promotional strategies. The levels of prosperity of the citizens and the economic power of the country are now increasingly being used by nations as a tool to exert pressure on other nations. This way these nations are enjoying glory without fighting on the battlefields. Like Sun Tzu says; "Glory without fighting is the best." New world order says that, 'do not kill your enemies, but use them to become stronger.' Some people prefer to call the global footprints of multinational corporations as examples of imperialistic designs from the developed nations. These are termed as example of countries using their economic power with their companies. Starbucks is one such example where the company has established itself well in many countries around the world. Starbucks has been a well known brand for specialty coffee offering fresh rich-brewed coffees, espresso beverages, a range of pastries and confectionary items, coffee-related accessories and equipment, and a line of premium teas under its brand name. The company has opened its outlets in about 43 countries outside the USA1. Starbucks was also able to enter into strategic alliances with other companies and make fullest use of the opportunities to widen its customer base. Sun Tzu says, "Divide your soldiers and give them prize for booty and do not fight in the unimportant area, fight for fatal places." This seemed to be basic inspiration behind the strategy of Starbucks. Starbucks has established itself well in big cities and is offering a tough competition to rival companies. With different types of offers to customers in different locations and on different occasions, the company has been able to take fullest benefit of localizing the products and services. As per Sun Tzu the rule of 'strategic capturing' is "To fight and conquer in all your battles is not supreme excellence; supreme excellence consists in breaking the enemy's resistance without fighting." Starbucks has been able to establish itself as a company in key cities around the world, where they can cater to the people with time and money to be spent with their friends and families. So far they have been able to open and popularize their outlets in places like New York, London, Tokyo, Dhaka, Beijing, Istanbul etc. The manner in which Starbucks has been able to successfully implement its strategies, despite oppositions from some quarters is an indication of the script written by Sun Tzu and followed by the company. Sun Tzu stated, "There are roads which must not be followed, armies which must be not attacked, towns which must be besieged, positions which must not be contested, commands of the sovereign which must not be obeyed." Despite the

14th Amendment Research Paper Example | Topics and Well Written Essays - 2000 words

14th Amendment - Research Paper Example The 13th Amendment raises some critical questions for the lawmakers, and the 14th Amendment was drafted in order to answer these questions of law. The first question to be dealt was the citizenship of the freed slave; associated to this was whether they have the right to own property like the white. Second critical problem that needed an answer was the treatment of freed slaves by law courts of law. Other problems included treatment of rebels; the loans that were borrowed by the rebellions during the civil war, and the right of rebels to be elected for Congress. The 14th Amendment comprises of 5 sections, they deal with the citizenship, equal protection of law, due process, debt, and power of the Congress to enforce. A brief commentary of the clauses presented in the 14th Amendment along with original is provided as follows. Citizenship by place of birth was not a new law. It has bases in the centuries old English Common Law, and it followed the simple doctrine of jus soli. Until the infamous case of Dred Scott when the Supreme Court abrogated the doctrine, jus soli was a part of American Jurisprudence(Stein & Bauer, 1995). The question of jurisdiction has long been debated especially in the cases of illegal immigrants. The critics have vocalized their concern on the legitimacy of citizenship of the child born to illegal immigrants in America. Another case is of the aliens residing within America, who stay for longer period, and give birth to children in America.

Grandparents Essay Essay Example for Free

Grandparents Essay Essay The bond between grandparents and their grandchildren is one that can never be broken and will always be cherished forever. They basically set up a bond as a parent would. They take care of them while their parents are at work, provide financial support, and providing much needed emotional support to make sure the children get the best childhood without stressing out which is bad for the brain and development. The presence of a grandparent helps stable a child throughout childhood and infancy giving that child support while the parents are not there. Research believes that an integration of the evolutionary, sociological, and economic accounts will be necessary to fully explain the impact grandparents have in their grandchildren’s development. Once the children have been exposed to the love and caring of grandparents they begin to treat them with isolation to help control what is to come with dealing with attachment. They are beginning to conduct disciplines to determine what it is grandparents do to prompt the development of their grandchildren.

Re-Branding Malaysia Airlines

Re-Branding Malaysia Airlines To solve Malaysia Airline’s branding problem, rebranding is necessary for them for their potential customer to put Malaysia Airline as priority choice when comparing among the airlines. According to Jonathan A.J Wilson (2014), brands are a visual, aural and verbal encapsulation of differentiating characteristics for people to a particular product or services (Lessons from Malaysia Airlines: Damage Control and Should They Rebrand, para.4). Comparing same type of products and services, branding always influences people to put the brands as their top choices. He also stated that cooperate brands have their identity and personality, linking all the employees, activities, products and services to the organisation (Lessons from Malaysia Airlines: Damage Control and Should They Rebrand, para.4). Although Malaysia Airline gives us the pride as it is our national brand, people avoid choosing it as their top choice for their safety measure when flying because the branding is associates with air disasters. Rebranding would be a solution for Malaysia Airline current situation because rebranding which involves repainting its uniforms and relaunching it with new logos and name is a strategic action for the airlines after a clash (Karl West, 2014, para.1). According to Johnny Clark, an aviation brand consultant and director of The DesignAir , their recognisable logos and cooperate colours were on the headlines of TV news channels and newspaper front pages during the air crashes, causing deep impact in the people memory about the passenger jet disasters. Clark also pointed out MAS need to consolidate the current look of their aircraft if their aircraft and the smart course of action would be to expedite the painting of their entire fleet to the newer scheme( Annette Ekin, personal communication, July 2014). By rebranding the Malaysia Airlines, people will lower their worries and security guard towards the branding because it is wholly new for them and the new branding would prevent evoking of the memories of the scene of plane crash. A name change would tell the entire world that Malaysia Airlines have changed and they are ready for a new chapter in order to regain their customers. Comparing the air disasters happened in the past, the aviation tragedy in MH17 similar with the shooting down of Korean Air Lines flight KAL 007, a commercial carrier which sheered into Russian airspace. To solve their branding crisis, the airline chose to remould into its new image, Korean Air. The affiliation of its previous branding which is a tail-fin logo, a red crane enclosed in red circle with tragedy and doomed flight is replaced with a stylized red and blue taeguk, the Korean yin-yang. With its fresh look, Korean Air now a top ranked airline for service and safety and able to survive through the bran ding crisis ( Karl West, 2014, para.9) . Other than rebranding Malaysia Airlines, they need to restructure their business by making major internal changes in the company. Apparently, the first things they need to improve is development of a flexible crisis response capability. Paul Baines (2014) has stated the capability of a company in handling challenges and crisis is a measure of the company to survive in the business world. (What Malaysia Airlines must do to survive, para.5) According to Paul (2014), it is crucial for Malaysia Airline to form a crisis response team in order to response to the emotional needs of its public and also conduct a post mortem the changes they would practice for handling crises better in future. (What Malaysia Airlines must do to survive, para.5) It is very important for it to refill its plane with global passengers, especially the Chinese and the Dutch which are the biggest community involved in the twin air disasters. The crisis communication strategy should account for the media and general public particularly the families and internal staff. A crisis communication team would be responsible for when, what and how the informations will be conveyed to each audience (Ben McCarthy, 2014,pg.1). Reviewing the case of MH370, the biggest fault by Malaysia Airline is the slow reaction towards the crisis. Robert Jensan who is the chief executive of Kenyon, a crisis and disasters management company said that the first thing Malaysia Air lines should have done is inform the airport to take a few actions without any delays. The arrival board of the flight should be taken off immediately, setting up a reception area for the family members. Before the news broke, the family members is required to stay in a protected area, securing them from the media onslaught. The priority in the chaos should be the family members of the passengers. Furthermore, Robert pointed out that Malaysia Airline should brief them before the media and be transparent in giving the information in their hand and caution them about the speculation that will inevitably arise and tell them what to expect in the coming days (Amber Hildebrandit, personal communication, March 12, 2014). By having good crisis management team in order for facing challenges in the future, Malaysia Airline is more ready to be exist as a competitive airliner. Good crisis management system would regain its customers because their right have been reserved. Concerning about their customers’ right and needs, the Malaysia Airline would be remoulded as a responsible airline company which put their customers need as their top consideration. By doing this, they would solve their branding problem and financial problem in the future. Although regaining potential customers to refill its plane would help Malaysia Airline to aid in its financial problem, cutting cost and restructuring the business model are necessary. Since high operating cost is one of the factor, weakness in pricing and revenue management, sales and distribution in the market can be overcome by personnel transfer. Cut job can directly ease the financial burden and the remaining staffs will provided training again so that they remain as highly skilled and competitive employee to help in decision making in the planning for business strategy for Malaysia Airline. In addition, replacing the aircraft with the higher efficiency and fuel saving is inevitable for facing the current escalating fuel. It is to ensure the yield per route would be profitable to cover the high operating cost. To do so, restructuring the route also needed so that unprofitable route would be taken out and avoid financial lost. Although cutting cost and restructuring business mode l are effective ways to solve their financial crisis, it would takes long time to practice the solution. Despite the time taken, downsizing and restructuring the route affect the personnel lives. Downsizing would cause the employees to lose their jobs and source of revenue while restructuring the route may neglect the need of minority group who needs the flying service. For this reason, Malaysia Airline needs to handle it well by holding several communications and negotiation with the employee and the public so that it will not bring damage to its branding anymore. The twin aviation disasters in four months have brought severe damage to the reputation and financial status of the Malaysia Airline. To survive in this crisis, it is a biggest challenge faced by the airline because the lack of experience handling in such problem in the past. Malaysia Airline should solve both the problems together as its’ interrelated. Rebranding and restructuring of the airline would be a new chapter for the relationship between the airline and customers. Lessons learned by the airline would help them to handle crisis better in the future, securing the national brand of the airline as well as the right of the passengers.

Factors Affecting Brand Choice

Factors Affecting Brand Choice Consumer buying decision eventually is influenced by the number of factors or reasons; this concept of decision making is rooted historically in personal, psychological, demographic, and social concerns of the consumer. There are numerous reasons to buy a brand in a given situation, but our objective is only to study the behavior of the consumer regarding his/her purchasing attitude by examining the significant /dominant reasons of buying a particular product in a given situation. As theory suggests that the consumers are usually choosing a brand they recognize. If the consumers do not choose the brand according to traditional theories, then what are the dominant factors that have a greater effect on the buying behavior of a consumer? A lot of controversies are arising while looking into the literature regarding the consumer choice decision, whether the decisions are based on some attributes of the product like quality, price, brand credibility, or on the basis of consumer attitude and intention, advertising, group influences, innovations, and brand loyalty, or the decisions are made on the ground of brand awareness. So many important elements might have strong influence on buying decisions which need to be considered to understand the consumers buying decision making particularly in low involvement category of the products in an un-awareness situation. Further, it seems highly essential to differentiate between buyers behavior toward a choice among various brands within the product category and the dimensions referring to reasons affecting choice of a buyer. The most situations facing every business are to identify the factors determining preferences for the brands with supporting reasons which affect consumer choice. (Itamar and Nowlis, 2000), further, Wilson and Schooler (1991) found that subjects who had analyzed their reasons for liking different brands of jams subsequently expressed preferences that corresponded less well to those of experts than the preferences of subjects who did not analyze the reasons for their attitudes. In many studies the marketers and researchers has recognized the effectiveness of the factors those affecting brand choice, moreover Brown (1950) in his study identified that, physical characteristics of the brand, users experience with the brand, packaging, price, premiums, guarantees, habit, recommendation by friends, recommendation by experts, convenience of dealers location, personal salesmanship, dealer services, dealer prestige, advertising and display, special characteristics of the manufacturer, e.g., labor policy, location, etc., novelty, chance, availability, brand prestige or social acceptance. Many choice situations occur outside of conscious awareness and with limited information search, (Kivetz and Simonson, 2000). Further, there are evidences when some times non-conscious influences affect choice much more than are traditional concept. Whenever the unawareness on the part of consumer about the brands and the consumer is supposed to make a choice in that condition, then what factors or reasons are there which persuade a consumer to choose any brand among from available brands? The controversies about the concept of Consumer buying Decision help in knowing and testing the impact of the dominant factors/reasons on the consumer buying decision in a no-awareness situation, where a consumer is lacking any kind of information regarding the product category or/and about the available brands in that category of low involvement products. The scope of study was to focus on consumer perception on brand choice based on some factors or reasons. The study specifically was designed to explore the phenomenon in which only frequently bought products are tested in an unawareness situation, where the consumer does not have any prior information and knows nothing about the available set of brands within the product category in a given situation. The extent of the research was accelerated to compare the consumer responses of large city and a small town of rural area (i.e.; Karachi and Khairpur). The objective was to understand the consumer perception in different cultures and market segments that may help in developing an appropriate strategy to satisfy the needs of different customers accordingly. 1.2 Problem statement The goal of this experiment was to empirically examine the buying behavior and decision making attitude of the consumer in a no-brand awareness condition of low involvement product categories as a general phenomena and find out any differences with respect to rural and urban consumer choices. Research Questions: 1. How unawareness does differ from awareness of the brands? 2. How do consumers perceive on the products of low involvement? 3. What factors or reasons are there which persuade a consumer to choose any brand among from available brands? 4. How do consumers make the decision to buy the brand and what are the determinants dominating consumers purchasing decision making? 5. How rural and urban consumers differ on determinants dominating purchasing decision making? The study may contribute and assist local marketers and managers to develop effective strategies regarding production, managing, and marketing of the products in a given marketplace, further; To study the consumer response in unawareness situation. To understand the consumer perception toward low involvement products. To understand the differences in choice decision of rural and urban areas. To evaluate the factors affecting consumer choice. To help managers in developing appropriate and effective marketing strategies. 1.3 Hypotheses: H1: Uniqueness/Innovation is the dominant reason for choice of a brand. H2: Quality is the dominant reason for choice of a brand. H3: Price is the dominant reason for choice of a brand. H4: Packaging/Attribute is the dominant reason for choice of a brand. H5: Group Influences is the dominant reason for choice of a brand. H6: Company Credibility is the dominant reason for choice of a brand. H7: There is no difference in dominant reason for choice of a brand in rural and urban area consumer. 1.4 Outline of the study The basic purpose of the research was to explore and recognize the effects of important elements affecting the consumers preferences and relative actions to purchase and to identify major reason(s) to purchase in a given situation where the consumer has no prior knowledge about the brands under consideration set. Expected Benefits of the study; To have a better understanding of unawareness on the part of consumer where he/she is going to make purchase decision. To realize how the consumer perceive on the low involvement product category, where little efforts are needed to make a purchase. To understand the factors influencing purchasing decision in a given situation. To assist the managers and marketers to know the dominant determinants of consumer decision and to develop the strategies particularly when introducing a new brand in a given market. Definitions The choice has been defined by different researchers in varied aspects, Flemming (1976) viewed the choice with supporting example by saying, that the person walking down a road who hesitates at a fork in the road before choosing which route to take classically illustrates choice. Consumer Buying Behavior was defined by Schiffman, and Kanuk, (1997) as the study of how individuals make decision to spend their available resources on consumption-related item, where they buy it how often they buy it and how often they use it. Low involvement refers to the premise that the consumers while making a purchase decision experiencing with little effort, time , and money to decide for a particular brand to buy, because the consumer has been buying frequently in that product category. Uniqueness refers as to be seen and viewed as different from others. Illustrative of consumers efforts to resist or counter the acceptance of popularized goods that symbolically convey conformity, consumers may dispose of goods that become popular and repeat the cycle in search of new and special products, innovations, and emerging fashion trends (Snyder 1992; and Tepper, 1997). Product quality may be defined as the consumers judgment of the excellence of the product or service (Zeithaml, 1988).Quality (perceived not conformity) is a prime factor that plays very dominant role in selection process. Price may defined in its narrowest sense as the amount of money charged for a product or service, and in broad sense it is the sum of all the values that customers give up in order to gain the benefits of having or using a product or service (Kotler and Amstrong, 2008). Packaging can be defined as to design and produce a wrapper or container for a product (Kotler and Armstrong, 2008). A persons groups consist of all the groups that have a direct (Face-to-face) or indirect influence on his/her attitudes or behaviors. (Kotler and Keller, 2005). Corporate reputation has been defined by Fombrun (1996) as a perceptual representation of a companys actions in past and prospects of future that are an aggregate of many personal judgments about the company. While Keller (1998) has defined company credibility as the degree to which consumers do believe that a company can deliver products and services that satisfy most their needs and wants. CHAPTER 2: LITERATURE REVIEW 2.1 Choice Decision To choose a brand among from available brands of low involvement product category in a situation where consumer does not know about the brands under consideration seems very critical, because the most theories of consumer behavior support the awareness as a dominant factor in consumer choice. On the other hand it was also assumed that excess of every thing is dangerous, likely it can be guessed that more information may confuse the consumer about the brand to be selected. Jacoby, Speller, and Berning (1974) are of the opinion that Consumers actually make poorer purchase decisions with more information. The research was intended to test the assumption that what may happen when the consumer is completely unknown about he brands under consideration in a low involvement product category. The choice is restricted toward the limited brands in different categories of low involvement products. There is no disagreement on that every one is facing with a choice. If, however, the example is changed slightly, it is more doubtful whether we are still talking about a choice. The person walking on a sidewalk, when confronted with a puddle, changes his direction slightly and continues. In this case few people may say that a choice was involved. Attitude of the consumer plays an important role in making decision making in a given situation. A consumers attitude and purchase intention towards a brand is not only a product of their cognitive evaluations of that individual brand but are also determined by their perception of other competing brands within the consideration set. (Ronnie, Anne, and Karinna, 2006). 2.1.1 Decision making Process [Fig. 2.1] Need Recognition Problem Awareness Purchase Decision Evaluation of Alternatives Information Search Post-Purchase Evaluation Need Recognition The buying process starts when the buyer recognizes a problem or need. Need recognition occurs when actual state differs significantly from desired state. It is triggered when a customer is exposed to either an internal or an external stimulus. Hunger and thirst are internal stimuli, the color of a product, the package design, name of a brand mentioned by a friend, or an ad. are considered external stimuli (William, 2002). It is widely accepted that the traditional problem solving approach involving rational decision making to the study of consumer choice may not be suitable for all situations, or is at least incomplete to understand choice behavior. Limited information search and evaluation of alternatives led to a situation in which consumer choice is also driven by hedonic considerations ( Dhar, and Wertenbroch, 2000). In general, a common distinction to be made is that while the utilitarian goods usually are primary instrumental and functional, hedonic goods provide fun, pleasure and excitement. Consumer Information Search Consumer information search should yield a group of brands, sometime called the buyers evoked set (or consideration set), which are consumers most preferred alternatives (Clow, and Baack, 2001). Evaluation of Alternatives In close relation to information search, evaluation of alternatives has also gained a momentum in recent research (Laroche, Kim, and Zhou, 2003). Their study on consumers use of five heuristics (conjunctive, disjunctive, lexicographic, linear additive, and geometric compensatory) in the consideration set formation found that conjunctive heuristics is the most often used decision model in the consideration set formation for two product classes in the study (here,Sun block brands and pens). Conjunctive heuristics means that a consumer selects a brand only if it meets acceptable standards, the so-called cutoff point on each key attribute consumer regards as important (Assael, 1998). In the non-compensatory method of evaluation, a consumer would eliminate a brand that does not fulfill the standards on one or two of the most important attributes, even it is positive on all other attributes. Brands, which will be selected to group purchase options, will also be considered during the alternative evaluation process (Hawkins, Roger, and Kenneth, 1998). Purchase Decision and Post-purchase evaluation To select a specific brand after evaluation the buying and consuming it may consequently result in delighting, satisfaction, dissatisfaction, and disappointment about the selected brand. It is essential to distinguish between the attributes per se and consumers perceptions of these attributes, because consumers differ in their perceptions. It is the perception that affects behavior, not the attribute itself. Attribute is often used to mean choice criteria, but this leads to confusion. A vast amount of research has been and is being conducted on many of them (factors) individually. Testing the product, the advertising, and the package, is an old story. But seldom has an adequate overview been taken. Does the consumer pay more attention to the advertising-beyond a certain point, at least-than to the dealers salesmen? Would lower prices or improved quality be more preferred by the buyer? How important are such factors as the recommendations of experts or of friends and to what extent may the individual marketing firm control them? The most effective direction of marketing activities requires accurate answers to all of these questions. The importance of the factors influencing choice has been recognized for many years by the researchers and marketers, as Brown (1950) identified as, Physical characteristics of the brand, Users experience with the brand, Packaging, Price, Premiums, guarantees, Habit, Recommendation by friends, Recommendation by experts, Convenience of dealers location, Personal salesmanship, Dealer services, Dealer prestige, Advertising and display, Special characteristics of the manufacturer, e.g., labor policy, location, etc., Novelty, Chance, Availability, Brand prestige or social acceptance. The weight of (no redundant) reasons in choice and, correspondingly, the degree to which the choice of reasons drives the choice of options vary across decisions and are likely to depend on the task, the context, the choice problem, and individual differences. In particular, when consumers are explicitly told to explain their decisions, it is reasonable to expect that the reasons that can be used to support considered options play a prominent role in the choice process. A question that naturally arises is what factors determine preferences for reasons and how does a need to provide reasons affect choice? (Itamar, and Nowlis, 2000). Wilson and Schooler (1991) found that subjects who had analyzed their reasons for liking different brands of jams subsequently expressed preferences that corresponded less well to those of experts than the preferences of subjects who did not analyze the reasons for their attitudes. Purchase decision Decision making is very complex phenomena where the consumer does not make a decision simply, and but to arrive at a final and concrete decision the consumer experiences sub-decisions (i.e.; What type of goods should be purchased, chased?, How much of an item should be purchased?, When should the purchase be made?, Where should the purchase be made?, How should the purchase be made, i.e., by telephone or in person, by cash or on credit, by husband or wife, and so on? What brand should be purchased? In many cases, the consumer is not conscious of the fact that he arrives at decisions with respect to all of these sub-decisions to purchase (Brown, 1950). 2.2 Consumer Buying Behavior Consumer Buying Behavior has been defined by Kotler, and Amstrong, (2001), as Consumers make many buying decisions every day. Most large companies research consumer buying decision in great detail to answer questions about what consumers buy, where they buy, how and how much they buy, when they buy, and why they buy A simple model of the consumer buying behavior deemed as the stimulus-response model. According to this model, marketing stimuli and other major force enter the consumers black box and produce certain responses. One in the black box these inputs produce observable buyer responses, such as product choice, brand choice, purchasing timing, and purchase amount. The consumer decision-making process does not occur in a vacuum. On the contrary, underlying cultural, social, individual, and psychological factors strongly influence (lam, Hair, and McDaniel, 2002). Cultural Factors Culture represents the behavior, beliefs, and in many cases, the way we act learned by interacting or observing other members of society. In this way much of what we do is shared behavior, passed along from one member of society to other. In order to increase customer satisfaction the managers and marketers are trying to understand the real behavior and attitude of consumers in a given situation. The better the marketer understand the factors underlying consumer behavior, the better able they are to develop affective marketing strategies to meet consumer needs (Assael, 1998). 2.3 Low Involvement Hoyer and Brown (1990), examining the heuristic for low-involvement decision making, and found that consumers who are aware of the name of one of the brands in a product category will repeatedly choose that brand, even when it offers objectively determined lower quality. Consumers who are unfamiliar with the brand names often will experiment with and eventually settle on a brand that offers higher quality. Time pressure commonly influences consumers opportunity to engage in effortful decision strategies. Payne, Bettman, and Johnson (1988) demonstrate that consumers who are faced with making a choice under time pressure (lack of opportunity) will accelerate information processing, ignore certain pieces of information, or shift to simpler heuristics. Perhaps the simplest low-involvement decision heuristic involves the retrieval of previously formed affect associated with the product (Peter and Nord, 1982). 2.4 Uniqueness/ Innovation Uniqueness and Innovation play a significant role in making choice of a brand particularly in unawareness condition, as (Tepper, 1997) view it as Conceptual models of social nonconformity recognize that behaviors that render a person different relative to other people may reflect several motivational processes, Although such a choice may at times differentiate the decision maker from others, this outcome is incidental to acting consistent with personal standards. Consumers need for uniqueness is also distinct from independence, a motivation that may inadvertently manifest in social different-ness as a result of adhering to ones personal taste. Decisions shift the focus from the choice of options to the choice of reasons. Buyers who explain their decisions and have high need for uniqueness tend to select unconventional reasons and are more likely to make unconventional choices (Itamar, and Nowlis, 2000). Itamar, and Nowlis (2000) further support their view that the effect of NFU (Need for Uniqueness) on choice emerges when consumers have the opportunity to explain their decisions and do not expect to be individually evaluated. That is, the ability to explain, without concerns about others criticism, may allow greater use of unconventional arguments and unconventional choices that express uniqueness and independence. Further they argue that the need for uniqueness and autonomy is usually dominated by the desire for social approval and other pre ssures for conformity, when consumers are encouraged to explain their decisions and are not concerned about others criticism, expressions of uniqueness come to the surface and affect choices. Consumers need for uniqueness may fit into a broader theory of consumption as an extension of self (Belk, 1988). This supposition is further supported by the work of Tepper (1997) that Consumers need for uniqueness could be examined as a trait influencing processes whereby situations that elicit consumer counter conformity motivation lead to conflict and acts of conflict resolution. In phenomenological interviews, Thompson and Haytko (1997) found that attempts to stay ahead in the realm of fashion trends by discarding fashions that catch on and seeking emerging innovations are interpreted as acts of resisting conformity. The concept is exemplified in the comments of one of Thompson and Haytkos (1997) interview participants: Usually if something is hot, Ill go out of my way to stay away from it. Even if I like it at first, if everyones wearing it, I dont want to be wearing it. The concept of consumers need for uniqueness derives from Snyder and Fromkins (1977) theory of uniqueness. According to this theory, the need to see oneself as being different from other persons is aroused and competes with other motives in situations that threaten the self-perception of uniqueness (i.e., situations in which individuals see them- selves as highly similar to others in their social environment). A unique product may be sought out to restore a persons self-view as one who is different from others, such as when an anonymous art collector bids via the internet or telephone for a rare painting she wants to display in her bedroom. (Tian, Bearden, and Hunte, 2001) McAlister and Pessemier (1982) suggest that a desire for social distinction via unusual products influences new product adoption and variety-seeking behavior. Where (Fisher Price, 1992). Commenting thatBecause consumer choices, particularly creative choices, may establish ones uniqueness, such choices are likely to attract followers who also seek to develop their special-ness or share a common link with early adopter groups. And Initially unpopular consumer choices may later gain social acceptance and thereby positively distinguish the consumer as an innovator or fashion leader (Heckert, 1989). It should be noted that changing from an initially preferred choice to a new one in order to avoid similarity is a criterion for distinguishing counter conformity from other motivations that incidentally result in being different (Nail, 1986). And even initially unpopular choices can gain widespread acceptance over time (Heckert, 1989). On the contrary Thompson and Haytko (1997) in his research concluded and suggested that this could be the time when innovation is less important than heritage, as brands with history can speak to consumers through nostalgia packaging, graphics and advertising messages. As a result of pursuing different-ness through no confrontational venues such as the purchase of unique products, individuals driven by counter conformity motivation should not perceive themselves to be similar to others with respect to their consumer choices (Kilduff, 1992; Snyder and Fromkin, 1977). This concept is further supported by Snyder and Fromkin, (1977) that specifically, uniqueness theory suggests that individual differences in motivation to seek different-ness arise from early childhood socialization that either emphasizes obedience and following norms or emphasizes creativity and individuality. Further, Thompson and Haytko (1997) have suggested that, for those who construct their personal identity through a contrast between their perceived fashion orientation and that of others in their social setting, personal identity does not reflect a stable set of essential features but is negotiated in a dynamic field of social relations. Bloch (1995) in his research concluded and proposes that individual differences in the need for uniqueness influence consumers product selections through its effect on affective and cognitive responses to the exterior design. This indicates that strategically marketers should place the greater emphasis on unique features may be a reasonable heuristic when subjects must choose between two alternatives (Meyer and Eagle, 1982). 2.5 Quality While making a purchase decision it was observed that the quality of the product was affecting intensively on the consumers ability to make a decision, because the consumer always expecting a good quality product at reasonable price. Since the consumer had no previous experience with the brand under consideration, the quality of the brand was being judged through the brand exposure and outlook. Garvin (1987) proposed that product quality can be captured in eight dimensions: performance, features, reliability, conformance, durability, serviceability, aesthetics, and perceived quality (i.e., image). Quality assessment is very critical and personal that may be viewed from different dimensions, particularly the product attributes/features and its out look, its color and shape/design etc. Income of the buyer may determine the degree of quality of a product; a particular brand may be viewed as of good quality by the person having low income and low buying power, while a higher income person may see it as inferior. The price of a brand and company and store prestige may be considered as significant cues for quality. It is encouraging to be able to confirm that such stimuli as price information and the reputation of a store or company are used as cues to the quality of a product (Wheatley and Chiu, 1977). 2.6 Price Price and quality remained very interrelated factors those affect collectively on perception of a consumer and response toward the brand. A better understanding of how customers use price information in choosing among alternative brands within frequently bought product categories helps to evaluate it and knowing the intensity as compare to other factors or reasons. Andrews, I. R., and Valenzi (1971) found that when other cues are present, some researchers have found that price remains the dominant cue. It is also consistent with Shapiros (1973), and (Marketing Science Institute, 1972) suggestion that the use of price as an indicator of quality is a reflection of both its concrete, unambiguous nature and the faith that consumers tend to place in at least some price setters such as prestigious retail stores. Notions of the price customers use as a reference in making purchase decisions, such as fair price (Thaler, 1985), aspiration price, and list price (Klein Oglethorpe, 1987). Mostly the price we consider as the expected price should coincide with the fair price Where the perceived fair price may be lower than the expected price. Customer response depends not only on the retail price, but also on how it compares with the reservation price (Scherer, 1980), perceived price (Della Bitta and Monroe, 1974; Emery, 1970; and Monroe, 1973), or evoked price (Rao and Gautschi, 1982; Thaler, 1985; Winer, 1985) view that customers use the price they expect to pay for a brand on a given purchase occasion as a reference in forming price judgments. Nwokoye (1975) found evidence that some customers use end prices-the lowest and highest prices-as anchors in their price evaluations. A significant role of the expected price in customer brand choice was found by Kalwani, Sugita, and Yim (1986) which have modeled a brands expected price as a function of the last price paid, the deal proneness of the customer, and the frequency of sales promotions of the brand, and Gurumurthy and Little (1986) assume a reference price is formed as adaptive expectations of past prices and allow a latitude of acceptance of the reference price within which customers are insensitive to price gains or losses. Price declines in importance and may become insignificant in its impact on quality perception (Jacob, Olson, and Haddock, 1971; Vithala ,1971). This indicates that it is probable, however, that price effects on quality perceptions are product specific (Gardner, 1970). Price expectations of consumers are not a function of past prices only, but these expectations are influenced also by contextual variables. 2.7 Attributes /Packaging Packaging was considered as the leading indicator of quality and a dominant clue in selecting a brand when the consumer is completely unaware about the brands real quality and performance. According to Slovic (1975) decision makers faced with a need to choose between two equally valued alternatives tend to prefer the one that is superior on the more important attribute. In judging alternatives, consumers may combine evaluations on various attributes. The rules for combining evaluations are thus important aspects of the choice process (Bettman, 1979). Consumers make purchases by image and perception of value, packaging, color and other attributes of a product, and packaging is widely considered as the silent salesman, which helps in developing strategies for better marketing results. Packaging is very important instrument in the marketing mix. Packaging has two functions: (i) to protect and contain the product; and (ii) as an interface to sell the product to the consumer. High-quality packaging involves target market research, environment changes in market, society, and the technology. Product features/attributes have also proved as a significant importance in deciding for a brand to purchase. Research suggests that an important determinant of the extent to which a feature is contrasted or assimilated is the degree of feature overlap between the new feature and the brand to which it is added (Herr, 1989). In the present case, it was expected that when a brand with superior features or brand name adds yet another (positive) feature, the new feature is assimilated into the existing perception of superior performance and, thus, is unlikely to significantly affect the over- all evaluation of the product. Reference Gro

Educating Rita by Willy Russell :: Papers

Educating Rita by Willy Russell Educating Rita is a play written by Willy Russell. It is about a woman called Rita who feels her life is not fulfilled so she goes to Frank who works at an Open University to tutor her. Rita has a husband called Denny. He is working class and has never been to university, like Rita before she goes to she Frank. Frank on the other hand is a lecturer of literature but does not have everything. He is unhappy at home and is often drunk at his tutorials. The audience's first impression of Frank is that he likes a drink (or two) because in the first scene he is looking for his hidden bottle of whisky. We know straight away that he is a heavy drunk. We only hear Frank talking on the telephone with his partner, Julie. Frank doesn't treat Julie with any respect. He has no intension of going home for tea, he would much prefer to get drunk at the pub. After putting down the phone Frank says " yes that's it you go and put your head in the oven". This shows frank has no feelings for her. Frank works in a university but also tutors for the Open University. Franks wife has quite a few friends but frank doesn't because he is always out at the pub. Frank uses clever words and talks in an intellectual manner. When Rita looks at the picture and says" that's a nice picture" frank thinks it is a strange thing to notice because he has never really noticed it. "Actually I don't think I've noticed it in about 10 years". Frank feels it is a very strange thing to talk about. He takes his surroundings for granted, For example the window " I don't often consider it actually" and jokes about throwing a student out of it. I think Frank likes and respects Rita because he said, "Would you like to borrow it" meaning the book. He also must have had respect for her to let her come to his dinner party.

Essay --

Philos 25B SID 22340925 Paper 1 Explain the method that Descartes adopts in the First Meditation and how it leads him to the supposition of an evil genius. Descartes starts his meditation by dream argument. First, he recalls himself having the same perception and sensation while he is dreaming, and finds it difficult to distinguish dreaming experience from waking experience. Therefore, he raises the possibility that he might be dreaming through which all the perceptions he has are illusionary. However, as Descartes realizes that even if all the perceptions are illusionary, those images and components can only be derived from something actual and true, such as mathematical truth and geometry. Yet is there any other reason to support that even mathematical property doesn’t stand true as they appear? Descartes keeps wondering, and develops the idea of the deceiving God. A deceiving God, in his mind, is someone omnipotent, and is fooling him with all his reasoning and perceptions, including granted mathematical truth and geometry. For example, one thinks 2 plus 3 accounts for 5 by addition rule but the rule has already be twisted through God’s scheme. Therefore, it is possible that even the basic ideas of the world structure one has can be deceiving and that all the granted belief he had are false or non-existing. Therefore, Descartes decides to doubt everything that he finds with even a slightest objection. While applying universal doubt, Descartes finds the idea of deceiving God contradictory, because God is supposed to be perfectly good, so good that God cannot deceive people on their knowledge. Instead, he states, that there should be something else if doing all the malicious tricks. Therefore he raised the idea of â€Å"evil g... ...ble proof. The possibility that thinking exists itself without â€Å"something† processing it can be stated as: There is thinking occurring, Therefore thinking exists. In this case, it is justifiable that the concept â€Å"I† is unnecessary and only appears as a part inside contingent thoughts. Nevertheless, it could also be argued that that Descartes is actually referring â€Å"I† to a broader sense, which has included the interpretation that â€Å"I† is equal to â€Å"thinking† itself, and the argument can be as such: There is thinking occurring. (1) I am the thinking. (2) Thinking exists because of (1). (3) I exist because of (2) (3). (4) Which of the speculations represents Descartes’ idea better is still in question and needs further clarification. With these proposed speculations, I look forward to reading the rest of Descartes’ text to find out the answer.

History Of Islam Essay -- essays research papers fc

When Charles Martel defeated the Muslims in Spain and stopped their advance into greater Europe (Ahmed 67)0, he most likely did not know just how much of an effect his victory had on the history of not only Europe, but of the known world. The fact that Islam may have overtaken the rest of the world had it not been for that crucial battle attests to the strength of this relatively new religion. If the strength of the religion is dependent upon those who start it, then it is important to analyze the life of the one key character in history who began it all. That key character is Muhammad, the man that is known as the first and last true prophet of Islam. Muhammad, the great prophet and founder of Islam, was born in 570 AD, and was soon an orphan without parents. He was raised by a family of modest means and was forced to work to support himself at an early age. He worked with a travelling caravan as a driver and at the age of twenty-five, married his employer, a woman by the name of Khadija, by which he had four daughters and no sons. In Mecca, the Ka'ba had long been a pagan pilgrimage site. A black stone, which had fallen to the earth, was kept in the cube that also held 360 idols representing different gods and prophets, one for each degree of the earth. The environment in which Muhammad was raised was a polytheistic society that had a strong emphasis on religion but not religious purity. This clear lack of religious dedication upset Muhammad greatly, and he began to speak out against the practice of idolatry. By this time Muhammad had gained a large following. By the age of forty, Muhammad began to receive visits from the angel Gabriel, who recited God's word to him at irregular intervals. These recitations, known as the Qur'an, were compiled by Muhammad's followers around 650 or 651. The basic message Muhammad received was that of submission. The very word Islam means "surrender" or "submission". The submission is to the will of Allah, the one and only true God. Muslims are those who have submitted themselves. The basic theme of Islam is very simple and clear: There is no God but Allah, and Muhammad is the Prophet of Allah (Denny 67-70). Islam teaches that there is one God, the creator and sustainer of the universe. Muhammad taught his followers that this God, Allah, is compassionate and just. Further, he taught them that becaus... ...lly ignored by Christians for many years. The fact that these prophets had very little success was repeated in many of Muhammad's own experiences, while he preached the oneness of God to the Arabs in Mecca. The main point of his message was that he was the last in the series of prophets, the last person that would reveal the divine truth. Muhammad changed the religious world a great deal with a his only twenty-two years of leadership and service. He is considered the last and greatest prophet of God by more than a few Muslim believers, and it has been predicted that by the year 2000, one-fourth of the world's by then six billion people will call themselves Muslims (Braswell 207). Works Cited Ahmed, Akbar S. From Samarkand to Stornoway Living Islam. Great Britain: BBC Books, 1994 Braswell, George W., Jr, Islam: Its Prophet, Peoples, Politics and Power. United States of America: Broadman & Holman, 1996 Denny, Frederick Mathewson. An Introduction to Islam. New Jersey: Macmillan, 1985 Esposito, John L. Islam: The Straight Path. New York: Oxford University Press, 1998 Mayer, Ann Elizabeth. Islam Tradition and Politics Human Rights. Colorado: Westview Press, 1995 History Of Islam Essay -- essays research papers fc When Charles Martel defeated the Muslims in Spain and stopped their advance into greater Europe (Ahmed 67)0, he most likely did not know just how much of an effect his victory had on the history of not only Europe, but of the known world. The fact that Islam may have overtaken the rest of the world had it not been for that crucial battle attests to the strength of this relatively new religion. If the strength of the religion is dependent upon those who start it, then it is important to analyze the life of the one key character in history who began it all. That key character is Muhammad, the man that is known as the first and last true prophet of Islam. Muhammad, the great prophet and founder of Islam, was born in 570 AD, and was soon an orphan without parents. He was raised by a family of modest means and was forced to work to support himself at an early age. He worked with a travelling caravan as a driver and at the age of twenty-five, married his employer, a woman by the name of Khadija, by which he had four daughters and no sons. In Mecca, the Ka'ba had long been a pagan pilgrimage site. A black stone, which had fallen to the earth, was kept in the cube that also held 360 idols representing different gods and prophets, one for each degree of the earth. The environment in which Muhammad was raised was a polytheistic society that had a strong emphasis on religion but not religious purity. This clear lack of religious dedication upset Muhammad greatly, and he began to speak out against the practice of idolatry. By this time Muhammad had gained a large following. By the age of forty, Muhammad began to receive visits from the angel Gabriel, who recited God's word to him at irregular intervals. These recitations, known as the Qur'an, were compiled by Muhammad's followers around 650 or 651. The basic message Muhammad received was that of submission. The very word Islam means "surrender" or "submission". The submission is to the will of Allah, the one and only true God. Muslims are those who have submitted themselves. The basic theme of Islam is very simple and clear: There is no God but Allah, and Muhammad is the Prophet of Allah (Denny 67-70). Islam teaches that there is one God, the creator and sustainer of the universe. Muhammad taught his followers that this God, Allah, is compassionate and just. Further, he taught them that becaus... ...lly ignored by Christians for many years. The fact that these prophets had very little success was repeated in many of Muhammad's own experiences, while he preached the oneness of God to the Arabs in Mecca. The main point of his message was that he was the last in the series of prophets, the last person that would reveal the divine truth. Muhammad changed the religious world a great deal with a his only twenty-two years of leadership and service. He is considered the last and greatest prophet of God by more than a few Muslim believers, and it has been predicted that by the year 2000, one-fourth of the world's by then six billion people will call themselves Muslims (Braswell 207). Works Cited Ahmed, Akbar S. From Samarkand to Stornoway Living Islam. Great Britain: BBC Books, 1994 Braswell, George W., Jr, Islam: Its Prophet, Peoples, Politics and Power. United States of America: Broadman & Holman, 1996 Denny, Frederick Mathewson. An Introduction to Islam. New Jersey: Macmillan, 1985 Esposito, John L. Islam: The Straight Path. New York: Oxford University Press, 1998 Mayer, Ann Elizabeth. Islam Tradition and Politics Human Rights. Colorado: Westview Press, 1995

Devil in a Blue Dress Rhetorical Analysis Novel vs Film Essay

The hardboiled mystery novel, Devil in a Blue Dress, by Walter Mosley was first published in 1990 and was acknowledged by former U. S. President, Bill Clinton, as one of his many favorite novelists (Easy Writer). Taking place in post-war Los Angeles, the story is narrated by an African American laborer, Easy Rawlins, who is transformed into an L. A. detective after being pulled in to the affairs of local townspeople. The successful novel continued onto screen adaptation in 1995 and was directed by Carl Franklin and starred Denzel Washington, who also financed and produced the film (Easy Writer). From a well-liked hardboiled detective novel to a contemporary film, viewers and readers are restricted from several rhetorical devices and techniques displayed in either mediums such as point of view, tone and imagery. In both works we see how this transition of mediums affects viewer’s appreciation and understanding of the plot, characters, and historical context. When comparing the film adaptation and hardboiled novel, we see how Easy conveys the story with his point of view through first person narration. Since the film had a time limitation of 102 minutes (imbd) it held back the benefits of incorporating all of Easy’s narrations from the book. According to his article, Devil in a Blue Dress, Jeff Stafford states, â€Å"Universal first acquired the rights to Devil in a Blue Dress and hired Walter Mosley to adapt his own novel for the screen but the author soon realized it was not his forte†¦Ã¢â‚¬ . His statement shows how difficult it was to transform the novel into a 102-minute film without excluding its great literary aspects. In the novel, Easy conveys the story through his perspective and, consequently, we have access to his opinions, insights and visuals. For example, in the book, readers have access to Easy’s intentions and motives when looking for Frank Green. He admits, â€Å"I never brought up Frank’s name though. Frank was skitterish, like all gangsters, and if he felt that people were talking about him he got nervous; if Frank was nervous he might have killed me before I had time to make my pitch† (Devil in a Blue Dress page 61). In the movie viewers don’t get to see the fear that Easy hides. He describes Frank in the book as a fearing man that has the capability to kill him; but we don’t see this in the movie. Instead, the movie shows multiple scenes where Easy bombards stores and threatens people to find Frank Green. He angrily yells Frank’s name out loud and makes a scene wherever he goes (Devil in a Blue Dress Movie 1995). This portrays him as a courageous and unemotional detective, which is different from how readers perceived him in the book. Unlike the movie, the book characterizes Easy as a selfless man who initially engages in the case for money to pay his rent. He finds himself falling deeper and deeper into the investigation and faces many dangerous confrontations where he is violently beaten and threatened. When being interrogated by the two police officers, Easy says, â€Å"†¦before I could turn toward him I felt the hard knot of his fist explode against the side of my head† (Devil in a Blue Dress page 33). Easy’s character has flaws and often experiences difficult situations that requires him to plan out his actions in order to survive. In the movie; however, Easy has a heroic representation and appears unharmed throughout much of the plot. Lead actor Denzel Washington is known in most of his movies for playing the â€Å"good guy† role that fends off the bad (25 Best Denzel Washington Films of All Time). Throughout the movie, directors appeal to viewers liking by shooting Denzel Washington with unharmed physical features. The movie utilizes Easy’s voiceover narration to tell the story from his point of view and the book written in the form of a diary where Easy can express all of his emotions and thoughts. The movie also fails to include Easy’s third conscience, which was so useful in the book. Although both mediums do consider the case from Easy’s perspective, it is clear that the movie lacks essential details that Easy mentions in the book. In addition to the differences seen through Easy’s point of view, there are also several differences in how the author and director utilize certain effects to obtain a dark tone. The screen adaptation paid homage to the dark tone perceived in the novel through lighting and a voiceover narration from Easy. Several scenes in the movie appear to have darker lighting than others. This effect allows viewers to feel the mysterious and secretive mood that is intended. In the scene where Easy visits John’s nightclub the lighting in the movie portrays the room as very dark and musty. The room itself is very enclosed and secretive since the owner, John, was into the speakeasy business before Prohibition was repealed. The nightclub itself is for the black community and has a very low-key reputation. To show the secretive, mysterious reputation of the nightclub, Franklin shoots the scene with little to no lighting (Devil in a Blue Dress Movie 1995). Throughout the film the audience is led through Easy’s point of view, which is heard through his voiceover narration. According to a movie review by Edwin Jahiel, â€Å"Washington’s voice is rather too sweet, lacks the tough staccato†¦Ã¢â‚¬ . Again, we see actors blocking take effect as Washington attempts to live up to his typical role as the â€Å"good guy†. The movie takes a much different approach towards Easy’s character, which results in a smooth, legato narration. His short, flowing sentences give off a professional feel and results in an overall darker tone. In the book readers get a feel for the same dark tone through Mosley’s structured syntax, imagery and facts that are included and omitted. Most of the dialogue contains slang words and short forceful sentences that make the characters intimidating. When Easy refuses Mouse’s offer he responds, â€Å"Nigger cain’t pull his way out the swamp wit’out no help†¦You wanna hole on t’this house and git some money and have you some white girls callin’ on the phone† (Devil in a Blue Dress page 73). Mouse’s response is daring and bold when he gives Easy these alternatives to live a leisure life. Mosley’s word choices in the dialogue and Easy’s narration causes a dark tone that allows readers to grasp the mystery and danger being incorporated in the investigation. Most of Easy’s narration is straightforward because he gets straight to the point. For example, after visiting the bar he states, â€Å"I never got bored or frustrated. I wasn’t even afraid of DeWitt Albright during those days. I felt, foolishly, safe from even his crazy violence† (Devil in a Blue Dress page 61). Easy gets straight to the point and does not beat around the bush when it comes to admitting any information or thoughts. This allows the book to be dense in information and causes a fast pace suspenseful experience. Imagery is also utilized differently in both mediums since the film takes advantage of visuals through acting and scene production while the book takes advantage of description through texts. While sitting in Joppy’s bar, Easy thinks to himself, â€Å"Joppy’s windows were so dingy†¦ if you sat at a small cherry table next to them, at least you had the benefit of the dull glow of daylight† (Devil in a Blue Dress page 2). His description of Joppy’s bar and use of comparison, illustrates the bar vividly. Later on in the book, Easy notices Daphne Monet’s accent, ‘â€Å"Allo? Thees is Mr. Rawlins? Yes? †Ã¢â‚¬â„¢ and afterwards Easy thinks to himself, â€Å"The accent was mild, like French, but it wasn’t French exactly† (Devil in a Blue Dress page 102). His specific description of her accent raises reader’s superstition and reminds us of each character’s mysterious secrets. The director’s decision to cut this from the movie is unknown, but surely it did cause more of a surprise when she revealed her mulatto origins. The directors also changed Albright’s physical appearance in his first scene. The book describes him wearing, â€Å"†¦an off-white linen suit and shirt with a Panama straw hat and bone shoes over flashing white silk socks†¦ I felt a thrill of fear† (Devil in a Blue Dress page 1). This first impression of Albright symbolizes white supremacy during the late 1940s. His decision to appear in a black community dressed in all white seems daring and ruthless. Again, this adds to Mosley’s intention to illustrate a dark tone by incorporating racial aspects that differentiate blacks and whites. Also, the book clearly exposes Daphne and Easy’s relationship outside of the case. This sexual relationship that isn’t seen in the movie gives the book an advantage on grasps the dirty depths of the investigation. These additions or deductions, nonetheless, also affect viewer’s understanding of the story. In the film, Daphne Monet plans to blackmail Matthew Teran with photos that evidenced his pedophilia, â€Å"†¦ I paid seven thousand dollars for those pictures they belong to me†(Devil in a Blue Dress film). Although this isn’t seen in the novel, viewers who watch the movie can understand the conflict between Daphne and Teran much easier than in the book. While standing in Carter’s office, Easy reveals to us, â€Å"Talking with Mr. Todd Carter was a strange experience. I mean, there I was, a Negro in a rich white man’s office, talking to him like we were best friends—even closer†(Devil in a Blue Dress page 57). His conversed narration allows readers to connect with his character and also understand racial ideologies during that time period. The novel was published in 1990 and the movie in 1995, however, both convey an investigation set in 1948 when black and white association was uncommon (Peter Travers). The investigation takes place during the Second Great Migration where large-scale shift of African American from the South migrated upwards into Northern cities such as Los Angeles. The aftereffects of WWII also caused many minorities to search for skilled jobs to make more money (The Great Migration: Creating a New Black Identity in Los Angeles). This is seen in both mediums as Easy is haunted by his past in the war and explains his reasons for moving to L. A. , â€Å"I ran away from Mouse and Texas to go to the army and then later to L. A†¦. igned up to fight in the war to prove to myself that I was a man†¦But I had dreams that didn’t have me running in the streets anymore; I was a man of property and I wanted to leave my wild days behind† (Devil in a Blue Dress page 22-23). His ambitions to leave behind his past life in the South and move onto the war and later into the city represent many young African American in the late 1940s. The aftereffects of the wa r led many minorities to travel and work towards their dreams and life goals (The Civil Rights Movement:? 1919-1960s). The text exemplifies African American struggles in the late 1940s during times of racism and segregation. In the movie, however, viewers did not fully recognize the racial ideologies at the time since many prejudice statements and actions were cut from the film. The movie showed Easy’s neighborhood to be a close-knit black community. In the movie we see children playing in the yards and riding bicycles along the sidewalks, homeowners tending their gardens and watering plants, and even a local lunatic who tries to steal everyone’s trees (Devil in a Blue Dress Movie 1995). Having been produced in 1995, the movie lacked most racial ideologies set in the 1940s. Due to Denzel Washington’s lead role as Easy Rawlins, there wasn’t a significantly amount of racism portrayed in the film since directors wanted to keep the screenplay in viewer’s favor. Transitioning from the well-liked hardboiled novel in 1990 to the a big screen adaptation five years later, the two mediums compare and contrast in several rhetorical devices such as point of view, tone and imagery. We see how the film’s adaptation from the book’s point of view through Easy’s perspective can leave out information that readers get from the book. The sense of tone that is darkly portrayed in both mediums allows the audience to focus on certain issues while sensing the mysterious dangerous mood. The imagery illustrated in the novel seems to be more informative and descriptive for readers, unlike the movie. Although both mediums work their best to portray the hardboiled L. A. detective theme, they do distinguish their own techniques, which affects the audience’s appreciation and understanding of the plot, characters and historical context.