Lady Macbeth is the real villain of the play do you agree? Essay

In ‘The Tragedy of Macbeth’, Shakespeare portrays many negative themes through the acts of Lady Macbeth which show the audience that she is a real villain of this play. She holds a malicious agenda and many evil tendencies which separate her from the average individual, but this was only after interpreting the witched prophase. Thus, not only making her the only guilty villain in the play. Lady Macbeth is no more than an incarnation of evil. All of the acts she committed in the play were nothing else but for her selfish wants to gain power of the country and become queen. Her declaration that she would have ‘dash’d the brains out’ of her own baby if she were to become queen proves of her egotistical nature and heartless conscience. When she finds out the prophecies given to Macbeth to become king, she immediately acts to create a plan to murder the innocent and respected King Duncan of Scotland. ‘Unsex me here’: Lady Macbeth is referring to her Feminine nature and she is trying to say â€Å"Take away my feminine nature and take away my feelings so I feel no regret to helping kill King Duncan!†; There can be no sympathy for Lady Macbeth, she meant all that she did and put herself in front of all people around her. The key elements which make Lady Macbeth a villainous human being is her inhumane conscience and lack of compassion for her victims, her deceptiveness and her manipulation. The question of whether a person’s real state of mind is accurately reflected from there outside appearance (False appearances) is a key theme in Macbeth and Lady Macbeth is the primary culprit. She, as well as Macbeth show deceptive traits, pretending to be good whilst planning heinous crimes; ‘Look like the innocent flower, but be the serpent under’t’: She is telling Macbeth to look innocent, but under his fake appearance he is going to murder King Duncan. This false appearance of Macbeth and Lady Macbeth is shown during the dinner feast when Macbeth is shocked to realise that Fleance had escaped and is still alive. Though this false impression exposed by Lady Macbeth had kept her innocence, her effort of burying her guilt is what had driven her mad and ultimately leading to her death; the cost of deception. Macbeth is most responsible for the evil done in the play owing to the fact that his killing of Duncan provokes the other murders and evil in the play. Although Lady Macbeth is a part of the murders that occur in Macbeth, she is not responsible for the evil done in the play. Lady Macbeth is a very cunning, manipulative character. When she hears about the witches’ prophecy of Macbeth becoming the future king of Scotland, she immediately demands Macbeth to murder Duncan so Macbeth could become king. Lady Macbeth successfully persuades him to kill Duncan by questioning his masculinity. Lady Macbeth puts the idea in Macbeth’s mind that he will be a coward if he does not commit the murder. After persuading him, Macbeth finally commits the murder. Thus proving that Macbeth was to weak and fragile to say no. All characters played a convincing and augmenting role which could reline the focus upon them as to who really is to blame. Macbeth was ambition and power greedy driving him to cause dyer tragedies with his wife by his side. The Witches caused nothing but trouble for Macbeth, his belief in them was so high it led to him becoming insecure. These are all the reasons and things that caused the tragic events in the story of Macbeth.

Winnie

Kilye Harrelson Ms. Vogel British Literature 13 December 2010 Winnie the Pooh Christopher Robin. Owl. Rabbit. Kanga. Roo. Eeyore. Tigger. Piglet. Winnie the Pooh. Most Americans know who these characters are; they probably grew up reading about these characters at home or maybe even in school. These popular characters have been around for many years. Everybody has a favorite character in these stories that they can relate to in some kind of way. In the Winnie the Pooh stories, each character represents a different outlook on life and personality from which young readers can learn about other people and themselves.The only human character in the Winnie the Pooh stories is Christopher Robin. Christopher Robin is a young boy around eight years old. He is the son of Alan Alexander Milne the author of all the Winnie the Pooh stories. He has brown hair The characters in the Winnie the Pooh stories were originated from stuffed animals belonging to Christopher Robin. To me he is kind of like the hero in the story. Christopher often calls Pooh â€Å"silly old bear†(How Winnie The Pooh Works). When Pooh and the other animals are in trouble or in need of help, the animals know that Christopher Robin will always be there.He tries to solve his friend’s problems and he usually solves if not all but some of their problems. Christopher and his animal’s friends love to go on adventures in the Hundred Acre Woods where they live. Christopher is overall a true hero and a true friend. Owl is somewhat of a know-it-all in the stories. He's kind of like a teacher or a professor. He tries to give useful advice and suggestions. His words of wisdom usually come back and bite him in the butt. He loves to read books that are going to make him wiser such as dictionaries and encyclopedias.When Pooh or one of the other characters go over to Owl’s house to get them to go away he often says â€Å"well I must get back to my encyclopedia† (Hoff 42). Owl will tel l stories to guests and anyone who will listen. When he starts telling a story he tends to just go on and on. When he starts going on and on is usually when Pooh and the other animals will try and seek away. Owl can really be a real bore sometimes. He has the brains in the stories. He has the wisdom. Rabbit is always cranky and concerned that someone is going to mess up his beautiful garden. Tiger is usually the one that messes up his garden. He is very stubborn.Rabbit is very pushy and likes to make his own decisions. He is also a great speller compared to the other animals. He is very concerned about the important things in life. He happens to like a very serene life with no surprises. Although Tigger and Pooh bring him plenty of surprises. Rabbit loves gardening and his favorite thing to grow is carrots and other vegetables. He makes sure that he avoids Pooh during lunch time, so that Pooh doesn't eat everything from his garden. Rabbit is very smart. He actually makes in clear in a conversation with Owl where he says â€Å"You and I have brains. The others have fluff†(Mander).He thinks he the smartest animal in the One Hundred Acre Woods. Rabbit and Owl are the only real animals in the story. The others are stuffed animals. Kanga is the motherly figure in the story. She is the voice of reason. She is the mother of a baby kangaroo named Roo. She is always very helpful. She comforts all of the other animals when they are feeling low or down about something. She is the fastest animal in the One Hundred Acre Woods. She carries her family in a pocket that is on the front of her body. She is always warning her son Roo about the dangers in the adventures that he goes on with Tiger and the other animals.Kanga is always saying â€Å"Now now Roo, you mustn’t do that dear† to which Roo mostly replies â€Å"But moma! † (Mander). She is always worrying about Roo getting hurt on all of the adventures he goes on. Kanga goes over to Pooh’ s house to try and teach him how to jump. Kanga is very proud of her son Roo and the rest of the gang too. Roo is the youngest character in the story. His best friend is Tiger. He loves going on adventures with Tiger and all of the other animals. Roo and Tiger area always bouncing everywhere they go. Even though Roo knows better he is always getting into some kind of trouble.He is kind of a trouble maker when he's with Tigger. He loves discovering new things in life. Don't let his age fool you. He often expresses his thoughts that make him sound a lot wiser and older then he really is. He is kind of like a little kid in pre-school because, he is steady in trouble. Eeyore is my favorite character in the story. He is about three years old. He is a very gloomy donkey. He is hardly ever happy but his grumpiness might come from having a tail pined in his butt all of the time. Eeyore doesn't see himself as gloomy. He just has low expectations. But he is a very lovable character.He is alwa ys losing his tail. He depends on his friends to find his tail. When his friends find it Christopher Robin has to fix his tail using a drawing pin. He is very intelligent but likes to keep to his self. He loves that his friends care enough about him to remember him on his birthday. He often says â€Å"Thanks for noticin’ me and â€Å"Oh well† (Mander). His house is always getting knocked over by someone or something mostly Tigger bounces them down. He spends most of his time trying to put it back together. He says â€Å"Ah, that’s why nobody’s bothered, I suppose. I thought perhaps they’d forgotten† (Hoff 17).Nobody ever helps him put his house back together. But he never says a word to anyone about it. Even though Eeyore might act like he's helping just because there's nothing else to do. Don't under estimate him because he is always there for his friends. Tigger is kind of like the ADHD kid in the world today. He can never sit still. He i s always moving around. He has black and orange stripes and a springy tail. Tigger loves to bounce â€Å"cause that is what Tiggers to best†(Mander). He bounces everywhere he goes. He is the one of the kind creature in the story because of his springy tail.Tigger and Roo are always going on adventures and getting into trouble. Tigger doesn't mean to but he always messes up Rabbits garden. Tigger is always looking to make the best out of what life has to offer. The most wonderful thing about Tiggers is that â€Å"I'm the only one! â€Å"(Mander). Tigger is very hyperactive. He loves trying to help others with their problems. He also takes a lot of pleasure in being able to â€Å"unbounce† some of the other animals in the One Hundred Acre Woods(Mander). He has a very fun loving personality. Tigger is a one of the very loved animals in the One Hundred Acre Woods.Everybody loves him except for rabbit. He drives Rabbit insane. When Tigger finds out something exciting he c an't wait to go and tell his friends about it. Piglet is a very small little pink pig. He's very shy and afraid of everything. But at the same time he is very brave. He always wears a long pink striped shirt. Piglet loves to go on adventures with his best friend Winnie the Pooh. He loves bright colors and balloons. But his favorite thing to do is blow dandelions. The first thing that Piglet utters when he gets up in the morning is â€Å"I wonder what's going to happen exciting today? â€Å"(Mander).Piglet is very afraid of the dark. Whenever Piglet gets scared he often says â€Å"Oh, d-d-d-dear†(Meet the Characters). Even though Piglet is a â€Å"very small animal†, he will conquer his fears to help his friends (How Winnie the Pooh Works). Even though Piglet is so small He has a very big heart and loves all of his friends very much. Winnie the Pooh is a very friendly and loving bear. He goes by Pooh or Pooh bear. But Never by Winnie. he wears an old red shirt. Pooh l oves honey with a passion. He spells honey â€Å"hunny†. He is always getting in to some kind of trouble trying to look for honey.If he ever runs out of honey he will go around and ask every single one of his friends if they have a jar. He tries to get honey from beehives also and bees always chase him for trying to take their honey. Pooh has very little brains and with tell you that himself. He does a lot of silly things. He is friend with everyone in the One Hundred Acre Woods. The first thing Pooh says when he wakes up in the morning is â€Å"what's for breakfast†(Mander). He loves going on adventure with Christopher Robin, Piglet and all of the other animals. Pooh is always looking for â€Å"Hunny to Fill the Rumblee in his Tumblee†(Mander).Pooh is also a hero in a way. But when people think of Pooh, they think kind, loving, sweet, helpful, friendly old bear. At the end of all these wonderful stories Christopher Robin has to go off to school to learn the alp habet and how to write. School becomes important to Christopher Robin and he doesn't have time to spend with Pooh and the other animals. His childhood was ending, but his friends did not change one single little bit. They understood that Christopher Robin had to go to school to learn so that he could come back and teach them new things. Such as the alphabet, reading, and how to write.But because the animals are true friends they did not get mad a t Christopher Robin for leaving them behind. I think that the lesson in these stories is that friendship is a very important thing in life that everybody needs. Everybody needs a friend that they know will be there through thick and thin. There are several other lessons in these stories. Like everyone has a hero or that everybody can conquer their fears. Everyone reads these stories when there little but when they get older they recognize the real meanings and lessons in the story.Works Cited Disney. Meet the Characters. 010. <http://dis ney. go. com/index>. HowStuffWorks. Inc. How Winnie the Pooh Works. 2010. 1998-2010 <http://electronics. howstuffworks. com/how-winnie-the-pooh-works1. htm>. Mander, Keith. Characters from Winnie the Pooh. . 1998-2010 <http://www. just-pooh. com/100acre. html>. Mander, Keith. History of Winnie the Pooh. . 1998-2010 <http://www. just-pooh. com/history. html>. Shepard, Ernest H. The Tao Of Pooh. New York: E. P. Dutton, 1982. Wikstrom, Marilyn. Winnie-the-Pooh. 2010. 17 Nov. 2010 <http://web. ebscohost. com/lrc/detail>.

A Study on the Worlds Educational System

A Study on the Worlds Educational System A number of similarities as well as differences exist between the K-12 education system in the United States and the 8-4-4 system in Kenya. The similarities are such as the age at which children enter into school. In both countries children enter school approximately at the age of five or six. Also, the initial grade of commencing education is termed as kindergarten in both countries. In addition, one has to spend twelve years both in primary and high school education level before qualifying for tertiary education which may be in the universities or colleges despite the difference in the grading system within the twelve years. Another similarity between both systems is that one can access the K-12 or 8-4-4 education from both private institutions as well as public institutions. Moreover both systems enjoy funding from the state governments as well as federal and local government but those attending private institutions are self- sponsored that is they have the responsibility of payi ng their tuition fees to the institutions. Also in both systems one has to perform at a certain set average standard at the examinations provided in each level in order to qualify for the next level. In both systems students traditionally proceed from one level to the subsequent one as a â€Å"class† upon the completion of each academic year. In both countries it is compulsory to enroll in to the education systems after attaining the minimum required age and the parents or guardians who fail to abide by this law risk been prosecuted in accordance to the laws of the countries. However these laws are much more strict and effective in the United States as compared to Kenya where laxity has been observed in the enforcement of the compulsory education laws leading to a very dismal enrolment of children in schools especially in the parts of the country inhabited by the pastoralists’ communities. Nevertheless, in both countries there is no a compulsory level of the education system which one should go up to before leaving the education system. One is free to undertake his or her studies up to primary level, high school level or even college or university level in accordance to his intellectual capabilities as well as financial strength. In both countries student loans and scholarships are provided in the university level to enable students meet their tuition costs as well as other related costs such as those incurred while undertaking research projects (Brint in the primary and high school level the school year usually starts immediately after the customary summer recess that is in August and sometimes in September while in Kenya the school year commences in January immediately after the New Year festivities. In the U.S, students have only six hours of schooling per day while in Kenya students spend almost ten hours in school on a daily basis. In the 8-4-4 system, students in primary and high school level break for holidays three times per year while i n the K-12 system students have only one long holiday which is slated during the summer season. Another difference between the systems is that in the K-12 system, primary education takes only five years while in the 8-4-4 system it takes eight years. In the K-12 system; upon graduating from primary school, one proceeds to middle school before proceeding to high school while in the 8-4-4 system one directly joins high school upon completing primary education. In the U.S each state governs the public education unlike in Kenya where the public education system is governed by the central government. In Kenya, one is free to obtain admission to any public school of his or her choice within the country while in the U.S the right of entry to a certain public school is mostly granted on the residential basis. Also the grading scale used in the 8-4-4 system is quite different from the one applied in the K-12 system. The rate of enrollment into the K-12 system is quite high as compared to the 8-4-4 system. Besides, teacher employed in the primary level in the K-12 system are graduates of early childhood development degree program while in the 8-4-4 system majority of primary school teachers possess only a certificate from a teachers training college (Herbst, 1996)

One mans obscenity is another mans bedtime reading. (Geoffrey Essay

One mans obscenity is another mans bedtime reading. (Geoffrey RobertsonConsider whether the UK law of obscenity should be abolished or reformed in relation to literature or film - Essay Example may â€Å"tend to deprave or corrupt persons who are likely, having regard to all the relevant circumstances, to read, see or hear the matter contained or embodied in it.† This definition has been derived from the case of R v Hicklin2 where the Plaintiff Henry Scott was charged for publishing an offensive, anti-Catholic booklet. The decision of the trial Court finding Hicklin guilty was reversed by the higher Court who upheld Hicklin’s argument that the intent behind the publication of the booklet was not to corrupt and deprave. This decision was however reversed by the Queen’s Bench which held that the intention was immaterial if the matter was obscene. This case set a precedent wherein selected passages from a work could be examined out of context to determine obscenity and if found, the entire work could be removed from public consumption. This standard of obscenity has since been revised in subsequent cases. Two of these important cases are Roth v United States3, in which Mary Dennett, a birth control activist was held accountable in the same manner as Scott was in the Hicklin case, of publishing a booklet that was deemed to be obscene. The Supreme Court however did not find the work to fulfil the criteria of â€Å"depraving and corrupting† the reader of the material, because it essentially constituted sex education which was presented in an acceptable way. Thus, this case established that when an obscene passage is viewed in the context of the entire work which on the whole was presented decently, it would not be classified as obscene. The Court also raised the important issue of protection of the First amendment rights to freedom of speech guaranteed under the United States Constitution, which would have been violated if a decision had been made to ban the work purely on the basis of some passages that some readers found obscene. This case has thus raised two important issues that rose in opposition to the argument in support of a finding of

Tito Puente Research Paper Example | Topics and Well Written Essays - 3000 words

Tito Puente - Research Paper Example Tito Puente is a multi-faceted genius with versatility, innovation, experimentation, flamboyance and attitude. Above all, he was a great human being. Without throwing light on these aspects, any portrait sketch of Tito remains incomplete. Tito, born on April 20, 1923 in New York City’s Spanish Harlem, was seven years old when he was enrolled in 25-cent piano lessons (Hispanic Heritage). Fascinated by Gene Krupa, drummer, he started the study of percussion at the age of ten and first performed at the age of thirteen. In his teens, joined Noro Morales and the Machito Orchestra. After completing his study at the Julliard School of Music, he formed his group ‘the Piccadilly Boys’ which later became ‘the Tito Puente Orchestra’ (Puente, Tito). His 1958 album ‘Dance Mania’ was placed among the 25 most influential albums of the 20th century by the New York Times. Key to the City of New York (1969), James Smithson Bicentennial Medal, a Star on the Hollywood Walk of Fame (1990), National Medal of Arts (1997) and Grammy Lifetime Achievement Award (2003) were just a few of the innumerable honors conferred on him. Tito is considered to be the godfather of Latin jazz and salsa. However, to say that Tito is an artiste associated with salsa and Latin jazz is a simplistic statement. It presents things in too narrow a light to give an accurate and objective evaluation of Tito’s place, at large, in the world of music. Firstly, it would be injustice to Tito’s soul to brand him just a musician considering his notion that ‘if there is no dance, there is no music’. It is amusing to know that his original dream was to become a dancer. Eddie Torres felt it was a privilege to be identified as the Tito Puente Dancers (Salsa Dancing – New York Style). Then, as a musician, to limit Tito to mambo and jazz is a very inadequate description. His versatility ran the gamut of piano, conga drums, claves, bateria, tap drums along with saxophone and even clarinet. As for the nature of his music, it was only the roots that were Latin. These roots were aesthetically integrated with several other components like the Cuban sounds, the African sounds, the black jazz, the big band swing, bebop, Yoruba tradition, the vibes, the Oriental influence and Kenton progressive style. The integration was done in such a manner that the end product would be appealing to music lovers. It appealed first to a white audience and then to the entire world. Tito defied the Spanish cultural tyranny over Latin music. He brought the African percussion to the mainstream and thus ended the prevalent animosity towards African music. Thanks to his style, the black musicians could shed their inhibitions. Tito’s method was a skilful manipulation of the Afro-Cuban pattern to fit into the framework of the American big band prototype. He was adept in incorporating Latin rhythms in jazz and popular music. The song ‘Hong K ong Mambo’ from the album ‘Dance Mania’ illustrates Tito’s skill in bringing together Latin music and Oriental melody (McNeese 84). In the song ‘Varsity Drag Mambo’, he blends swing jazz of the Big Band style with mambo rhythm. Tito was known for his inclination to experiment with music. But in this process he was cautious not to interfere with the absolute beauty of music. When he went for improvisation in his orchestration, there were three ways in which he would do that. In the first type, the original melody would be completely adhered to. Only a

Pharmacology Case Study Example | Topics and Well Written Essays - 500 words

Pharmacology - Case Study Example Applicable to patients who were diagnosed with hypertension, OConnell (2014: 12) pointed out the idea that â€Å"calcium channel blockers† should be given to those with African origin. Since the patient is an African man, the administration of â€Å"calcium channel blockers† is much better as compared to Maxzide 37.5/25 mg each morning. As such, the best option to improve CF’s blood pressure is to change the patient’s current medication to calcium channel blockers and ACE inhibitors (i.e. Lotrel – amlodipine and benzepril, Teczem – diltiazem and enalapril, or Lexxel – felodipine and enalapril) (Makani et al., 2011). Calcium channel blockers can effectively reduce the patient’s blood pressure by purposely dilating the arteries (Elliott & Ram, 2011). The main reason behind the need to combine the use of calcium channel blockers with ACE inhibitor is not only to increase its effectiveness in treating hypertension but also to prevent the risks of developing peripheral edema caused by the use of calcium channel blocker monotherapy (Makani et al., 2011). The following are the initial dosage of each alternative medication: BMI between 30 to 34 is classified as â€Å"obese 1† whereas BMI between 35 to 40 is classified as either â€Å"obese II or III† (University of Vermont, 2015). The fact that the patient’s BMI is 32 strongly suggests that the patient is obese. To prevent the risks of developing serious organ damage (i.e. stroke or heart failure); patient teaching should focus on the need to encourage the patient to change or modify his lifestyle. In general, BP of more than 140/90 is classified as â€Å"Stage 1† hypertension (OConnell, 2014: 12). Given the fact that obesity is one of the possible causes of hypertension (OConnell, 2014), patient teaching should include weight control through proper diet and

The argument Essay Example | Topics and Well Written Essays - 1000 words - 1

The argument - Essay Example It is also believed that India was one of the few countries which pioneered the consumption of this plant as a tool for recreation and relaxation. The Sadhus and the Gurus who practiced the art of spiritual elevation found this plant to be extremely useful for their purpose. Ancient Hindu text Soma Veda refers to Marijuana as the â€Å"food of the thinking mind.† (ElSohly, Mahmoud) Despite being termed as a life saving drug, there are a number of side effects of this plant because of which the legalization of marijuana has not yet had a concrete stance in the law making process. Marijuana comes from the plant known as Cannabis Sativa. The major psychoactive compound in the plant is known as THC, and this is the element which is responsible for the psychoactive effects in the human mind. The female plant of Cannabis Sativa is consumed by people as it is said to be more potent with THC than the male plant. Marijuana has been used for medicinal as well as recreational purposes. I t influences the human body and mind in many different ways and even has the power of changing the mood to the perception of the human mind for a particular object. It enhances hunger when consumed and can lead to weight loss among those who consume it. It relaxes the muscles and also helps the mind calm down after the THC molecules hit the ‘cannabinoid’ receptors which are present in the human mind. ... The reason is valid as they understand that no matter what the law says, people will still be able to find means to procure Marijuana and consume it for their relaxation purposes. (Iversen, Leslie) However, they fail to understand that in spite of them consuming the plant in such a fashion, it remains a fact that this is not the legal way and they are going beyond the boundaries of law to procure and use this item. This is where the argument of legalizing Marijuana erupts, as those who want to smoke it and want it to be legalized raise their voice. These are the people who say that the boundaries of law have to be stretched to accommodate those societies which have been living on this plant for centuries now. However, there is strong counter argument from the other camp, as they believe that it is a drug and has extremely volatile effects on the human mind and body, and therefore it should never be legalized. The topic is indeed compelling and timely. The argument of legalizing Marij uana will never run out of time. It has been a debate which has been going on for ages now and the whole process of societies opening up to it and accepting it the way they have accepted alcohol will take a lot of time and effort, from those who want to legalize it and also from those who think it is in the right domain to legalize it and let the people decide for themselves. People from all walks of life have indulged in this ecstasy, be it the rock stars, the founding fathers of USA, or the common average man smoking in his courtyard, or the young students in college ready to take on the mantle of their life. It has been used and consumed by every kind of person out there and

Political theory Essay Example | Topics and Well Written Essays - 2500 words

Political theory - Essay Example Aristotle said there was a truth in each that had to be reconciled and it is. The 16th and 17th centuries saw the emergence of two political thoughts that proposed singular views on government and the structure of society. Niccolo Machiavelli and Thomas Hobbes put forward their views and solutions on each and each directly influenced political ideology immensely. Each of them lived in a time and place of political turmoil, Machiavelli lived in Florence at a time of continuous political turmoil and Hobbes lived in England during its civil war. Aristotle, Hobbes and Machiavelli each designated in their works the best "practical" kind of government. For Aristotle, it was the aforementioned polity, while for Hobbes and Machiavelli; it was some sort of monarchy where there would be one sovereign or prince that would command all or a community that pledged it's obedience to a authority that promised protection. Aristotle had a profound influence on political philosophy because he invoked challenging discussions of persistent concerns of political philosophy: the role of human nature in politics, the relation of the individual to the state, the place of morality in politics, the theory of political justice, the rule of law, the analysis and evaluation of constitutions, the relevance of ideals to practical politics, the causes and cures of political change and revolution, and the importance of a morally educated citizenry. It has been a common view among political philosophers, especially Aristotle, that there exists a special relationship between moral goodness and legitimate authority. He believed that the use of political power was only rightful if a ruler whose personal ethical makeup was strictly virtuous. Thus rulers were counseled that they must be sure to behave in accordance with conventional standards of moral righteousness. The rulers did well because earned the right to be obeyed and respected because they showed themselves to be virtuous and morally upright. Niccolo Machiavelli criticizes at length the moral idealistic theory on politics in his best-known treatise, The Prince. For Machiavelli, there is no moral basis on which to judge the difference between legitimate and illegitimate uses of power. Authority and power are essentially coequal: whoever has power has the right to command; but goodness does not ensure power and the good person has no more authority by virtue of being good. Machiavelli argues that the only concern of the political ruler should be the acquirement and upkeep of power. He argues that the notion of legitimate rights of ruler ship adds nothing to the actual possession of power. The Prince purports to reflect the self-conscious political realism that integrity and right are not adequate to win and sustain political office. Power characteristically defines political activity, and is required for any thriving ruler to know how power is to be used. Only by the proper application of power

Gulf War Essay Example | Topics and Well Written Essays - 4000 words

Gulf War - Essay Example In military terms, the campaign in the Persian Gulf was extremely successful because it stands out in the staggering low number of combat casualties. The coalition forces achieved complete superiority in air, at sea and on land with minimal losses; however, politically the outcome of the gulf war is specifically contentious. In the immediate sense, Kuwait’s stolen sovereignty was restored with the Al-Sabah family put back in power and UN’s aims being fulfilled. From the regional perspective, the impact of the war had profound strategic economic as well as political consequences; for instance, the strategic price of allowing the intervention of the US resulted in closer ties with some nations in the region. Deployment of Allied forces Following the coalition war and the associated deterioration in the economic and health conditioned in the country saw Saddam’s reputation suffer decline. ... Recent history is full of instances where in military terms politicians seek to power strategic outcomes wrongly like in the case of Grenada and Vietnam. However, in 1991 political leaders in that period seemed cautious of transgressing the mark from national to political meddling compared to their involvement in Vietnam. At the time the US president, George Bush together with the country’s secretary of defence Richard Cheney were determined to allow the professionals run the war and shun micromanagement of the battlefield. At the time of the war, it was essential for the US to convey messages that gulf war was never a US unilateral adventure. To show this, it relied in large part on making and maintaining the multinational coalition of troop from different nations especially the Arab states. Moreover, the accomplishment of intended defence for Saudi Arabia and later on the liberation of Kuwait were based on tangential coalition right of entry to Saudi’s territory on wh ich to base the operations. However, there were noteworthy concerns of an Arab state acting as a staging base for the primarily western aggression against an Arab state. An Australian general played a supportive role to the mission of US’s secretary to Saudi Arabia to persuade the King at the time on the significance of defending the country against the Iraqi aggression. At the time, the Middle East political setting was undergoing dramatic change and accepting the easy way out in appeasing Saddam could alter it to the advantage of Saudi Arabia and its allies. Besides, to side with western powers against another Arab state was risky undertaking because it had

The Examination of a Teen Killer Essay Example for Free

The Examination of a Teen Killer Essay Every Year there is a reported deathly school shooting around the world. Every year it is the same story about how a frustrated teen takes out his anger on the fellow students at school. In the next upcoming paragraphs I will digress on The Killer at Thurston High’s actions through Psychology, Sociology and Anthropology. Kip Kinkel had psychological problems at a young age. His family went to live in Spain for a year; this is where the problems began. Kip was only in the first grade and he was just learning English and since he was able to speak just in English, he would have difficulties understanding his Spanish teacher. Kip’s frustration came from his past language experiences, and also the never-ending weight on him of living up to the Kinkel name. It was way too much for a preteen like Kip to be involved with. He had the all-American: â€Å"perfect family†, if you will, but in his mind he did not feel welcomed. Kip thought of himself as the imperfect son, his sister on the other hand was athletic, smart, and well known by almost everyone in their community. The Kinkel parents were highly respected because of their field of a teaching career. This all left Kip down and depressed during most periods of his life. On May 21, Kinkel had been suspended for bringing a firearm to school the previous day, the suspension day came and Kip reacted by driving his father’s car to school. The 15 year old was covered by a trench coat with a 9-mm Glock and a 22-calibur pistol hidden underneath. Kip Kinkel opened fire in the cafeteria of Thurston High School in Springfield Oregon, killing two students and injuring as many as 20 others. The explanations of his actions are indescribable. From a sociologist stand point, how Kip reacted towards weapons would be a major factor to keep in mind. In this case Kip resolved many of his solutions by either firing guns that he’d gotten from his father, or by detonating home-made explosives. This shows how Kip Kinkel deals with his emotions on the inside. After the crisis at Thurston High school, the sheriffs deputies went to the Kinkel residence. There they found loud music playing in the main living room and the rotten smell of decaying bodies. During the confession tape of Kip Kinkel, he said that he loved his parents dearly, and that he â€Å"had to do it†. The deputies found the body of William P. Kinkel, 59 covered by a sheet in the first floor bathroom. Kip’s mother Faith M. Kinkel, 57 was found later in the garage  also covered by a white sheet. An anthropologist could only describe the purpose of the blaring music being played. Kip grew up listening to a lot of violent music, watching many death related movies, and also just becoming inflicted by the social media around him. Kip Kinkel felt that he had to do what he did in order to achieve bliss. These anthropological factors had a big influence on all of the actions that Kip pursued. In my opinion, this entire turn of deathly events could only be controlled through Kip Kinkel’s personal and psychological mind. As it was stated before, Kip grew up feeling that he was unwelcome and always alone in his life. This made him very frustrated and upset with himself, thus resulting in his aggressive solutions, (firearms and explosives). So if Kip grew up believing that he was a good kid, and that he could actually achieve other things that other people could do, he wouldn’t have been the Killer at Thurston High. In conclusion, the fact that Kipland Kinkel was raised in a different country and held back a grade made him a frustrated child right from the start. He was also an all American kid, who was raised around heavy firearms and this impacted his decisions to express his emotions violently. The final point that describes Kip’s actions is how he always listened to aggressive and shallow music, which resulted in him being more deep and dark, and also made him feel like he needed to do the things he did in order to move on. So the story of Kipland Kinkel is an older one, but keep in mind that something like this could happen anywhere!

Analysis of Sunfeast Cookies

Analysis of Sunfeast Cookies EXECUTIVE SUMMARY The main objective of the report is to comply to the various marketing theories that has been prevailing in the market and get a proper understanding of the real market. With the help of the ITC Sunfeast various functions and strategies were being discussed and discussed in respect to policies and path they have followed since they have been a successful player in the market. The consumer insight is studied to get a sense of various needs, demands and mind set of them. This is done with the help of questioning people at different places so that there is a glimpse of their buying pattern. The people interviewed were from different places of Gurgaon. COMPANYS OVERVIEW ITC stands for Imperial Tobacco Company of India Limited is an Indian Conglomerate whose market capitalization is of US $14 billion and turnover of over US $ 51 billion. ITC is a largest private cigarette company with a diversified portfolio which comprises of hotels and paperboards, packaging, agri- business, packaged foods, confectionary, branded apparels, greeting cards and FMCG products. Since company has its dealings in almost every sector creating multiple drivers of growth anchored on its time-tested core competencies and its has an unmatched distribution reach, superior brand-building capabilities, effective supply chain management and acknowledged service skills in hoteliering has Over time lead to the strategic forays into new businesses are expected to garner a significant share of these emerging high-growth markets in India. The Foods Division is the most recent diversification of the ITC Group. ITCs decision to enter the foods business is part of a strategic decision to develop new product lines by synergizing its core competencies in building brands, understanding the Indian consumers requirements and its strong distribution network as well as its established culinary expertise. ITCs diversified status originates from its corporate strategy aimed at creating multiple drivers of growth anchored on its time-tested core competencies: unmatched distribution reach, superior brand-building capabilities, effective supply chain management and acknowledged service skills in hoteliering. Over time, the strategic forays into new businesses are expected to garner a significant share of these emerging high-growth markets in India. Brands India Kings, Gold Flake, Scissors, Bristol (cigarettes), ITC-Welcomgroup (hotels), Wills Sport (range of casual wear for men and women), John Players (mens wear), Essenza Di Wills (fragrances), Kitchens of India (Confectionery, staples and snack foods), Aashirvaad (flour), Sunfeast (biscuits), Mangaldeep, VaxLit and Delite (safety matches), Expressions (greeting cards) and Classmates (school note books). This company is rated among the Worlds Best Big Companies by Forbes magazine. ITC ranks third on all major profit parameters among Indias private sector corporations. ITC employs over 20,000 people at more than 60 locations across India. ITC is rated among the Worlds Best Big Companies, Asias Fab 50 and the Worlds Most Reputable Companies by Forbes magazine, among Indias Most Respected Companies by BusinessWorld and among Indias Most Valuable Companies by Business Today. ITC ranks among Indias `10 Most Valuable (Company) Brands, in a study conducted by Brand Finance and published by the Economic Times. ITC also ranks among Asias 50 best performing companies compiled by Business Week. SUNFEAST In July 2003, ITC entered into Biscuits market with the Sunfeast range of Glucose, Marie and cream biscuits. The brand connotes to happiness, contentment, satisfaction and pleasure since its mascot Sunny and slogan spread the smile. In a span of 6 years Sunfeast has launched many new varieties and has its presence in almost all types of biscuit categories. At that time, Britannia and Parle held, between them over 82 per cent of the market in value terms. The rest too was firmly held by smaller players like Priya Gold which had a strong presence in the north. Three years down the line, however, things have changed a lot. It is a classic story of the hare and the tortoise. While it is far from winning the race, slowly and steadily, the tortoise is gaining ground. In foods, biscuits were tempting. The Rs 4,000-crore (Rs billion) Indian biscuits market has grown at 12-14 per cent year-on-year. Then, there was a business synergy. ITC was already value-adding to wheat with its branded atta presence. By entering the biscuits segment, it could also improve its bottom-line further. ITCs Sunfeast has a different story to tell so far. The strategist looks at the game plan of a late entrant and how the biscuits industry has responded. MARKETING ENVIORMENT MACRO ENVIORMENT Developments and implementing marketing plans requires number of decisions. Making those decisions is both an art and science. To provide insight into and inspirations for marketing decision making, companies monitor customer needs and update themselves so that they can continuously adapt to the environment. In 2003 when ITC entered the market there was a organized sector of biscuits which was estimated to be 0.8 million tons with a value of Rs 45 billion and Britannia and Parle were the major competitors. But the company realized that urban India comprising 27% of the population accounts for 44% of biscuit composition that consumers are looking for innovation, variety and fun in the entire biscuit category which other biscuit companies lack. DEMOGRAPHIC ENVIORMENT Since India is diversified and demographically vivid, hence the need is therefore very different. So the company catered the need of every life cycle as there is a product for children and even for elders and also for older people. Hence there is something for everyone and by this ITC dominated the market completely. ECONOMIC ENVIORMENT The available purchasing power in an economy depends on current income, price, saving, debt and credit availability. The company realized the buying potential of the Indian market and accordingly price the biscuits in a way so that it does not push the consumer and the price corresponds to the price of the competitors. So this way the customers will have a value for money as in the same price they will have a new and a better product. Moreover the focus was on the urban population hence the price was not such a matter of importance as the people of this category has high purchasing power. SOCIO-CULTURAL ENVIORNMENT The society shapes the beliefs, values and norms that largely define consumer tastes and preferences. People absorb, almost unconsciously, a world view that defines their relationship to themselves, to other, to other organizations and to society. So ITC launched a product which was in accordance with the beliefs of India as the ingredients contained in the product are those which were generally used by the people and moreover satisfied them and it was in also tune with the changing taste and preferences of the consumers. ITC believes that an effective growth strategy for the nation must address the needs of rural India, home to 75% of the countrys poor. It is imperative to ensure that Indias economic growth is inclusive, embracing its villages, so as to free millions of disadvantaged citizens from the indignity of poverty ENVIORNMENTAL ITCs impact on the environment as a result of its operations mainly concerns three areas: (a) release of greenhouse gases contributing to global warming; (b) consumption of water, both from surface and sub-surface sources, adding to the depletion of freshwater availability; and (c) generation of solid wastes, adding to the non-degradable waste being generated by industry. ITC has been at the vanguard of Indian industrys attempts to minimise its environmental footprints through strategic initiatives in each of these areas of global concern. Global Warming: In order to mitigate the effects of global warming, the Company is following a two-fold strategy: (a) reduce specific energy consumption in its operations through improved technology and processes; and (b) sequester greenhouse gases, especially carbon dioxide, through a large-scale forestry programme. Solid Waste Management: Non-degradable waste is a growing menace adversely affecting the environment. Three plans are in place to reduce solid waste within the Company and make it a zero solid waste company in the next two years. Water Conservation: ITC is mindful of the fact that freshwater in the country is increasingly becoming a valuable resource given that India accounts for 18% of the worlds population but has only 4% of global freshwater resources. MICRO ENVIORNMENT ITCs employment practices are premised on attracting and retaining talent based only on merit. The Company leadership walking the talk and a relentless focus on implementing the policy underlines the Companys approach to employment practices and creating a decent work environment. ITC is committed to employee engagement that upholds individual dignity and respects human rights. High standards of employment and EHS practices enhance the Companys performance, help in the attraction and retention of quality talent, and enhance the equity of the Company as a responsible employer. The primary objective is to nurture a culture of meritocracy amongst a committed and enthusiastic workforce from diverse backgrounds. The organizational structure is as follows:- DISTRICT MANAGER REGIONAL BRANCH MANAGER BRANCH MANAGER ASSISTANT BRANCH MANAGER 3 CIRCLE INCHARGE (CITY, METRO UP COUNTRY) AREA EXECUTIVE SUPERVISOR SALES MAN DISTRIBUTION SYSTEM ITC uses FIFO method to reduce the wastage of goods due to expiry. They also keep the good on constant move from low sales area to high sales area. The company collects all the expired goods four times a year, and destroys them. Retailers must return expired or damaged products within six months after the date of expire. Adjustment for them is done in three months time. ITC provides their retailers with racks, hangers, etc to display the products. MARKETING STRATEGY As one of Indias most valuable and respected corporations, ITC is widely perceived to be dedicatedly nation-oriented. Chairman Y C Deveshwar calls this source of inspiration a commitment beyond the market. In his own words: ITC believes that its aspiration to create enduring value for the nation provides the motive force to sustain growing shareholder value. ITC practices this philosophy by not only driving each of its businesses towards international competitiveness but by also consciously contributing to enhancing the competitiveness of the larger value chain of which it is a part. I The company seem to be committed with developing India and contributing in its own way not only to succeed in at a smaller level but making a difference at a global level in an international way. ITC VISION The companys vision is to sustain ITCs position as one of Indias most valuable corporations through world class performance, creating growing values for the Indian economy and Companys stakeholders. ITC MISSION To enhance the wealth generating capability of the enterprise in a globalising environment, delivering superior and sustainable stakeholder value is what the Companys mission is. STRATEGY With its one of its product which is Sunfeast the company is determined to give happiness, contentment, satisfaction and pleasure since its mascot is Sunny and slogan spread the smile which stood true to its name. ITCs Sunfeast is a brand driven by innovative product development at ITCs state-of-the-art food technology centre in Bengaluru. Every Sunfeast product is made with utmost care, ensuring world class standards of hygiene. Sunfeast symbolises ITCs commitment to create brands that enrich the quality of life for every Indian. Because our people and our country deserves the best. The product Sunfeast was launched in the midst when the biscuit market in India was estimated to be about a value of Rs 45 billion and out of that Britannia and Parle held more than 80% of the organized sector in value terms. ITC therefore decided to enter the branded biscuits market with products that would reinforce the gratifying aspects of the brand as well as offer great taste and quality to customers. The ITC can be a classical example of study as a tobacco company who deals in various products can be successful in promoting in marketing biscuits? The core competencies on which ITC relies on the depth of distribution, brand building capability and ability of quality outsourcing which made it successful. Sunfeast which was launched in 2003 was one of its diversified arrays apart from a tobacco product leader to a FMCG player. IT has a well developed system of distribution which can only be compared only to HLL. As ITC was one company who has its intervene in all major fields so this establishes Sunfeast among all over India and as well outside India. The biscuit market is to be estimated about 4500-5000 crore with Parle and Britannia being the major players. The biscuit market has now moved from core glucose to value added biscuits and key markets were U.P., Maharashtra and Tamil Nadu. While the rural market prefers Glucose biscuits and Urban market is fond of cream biscuits. The establishment of brand was never easy as the market is already having lead biscuit companies which were satisfying the needs of people. Sunfeast monitored the market demand and carefully handled promotion and brand building which made the brand to gain 10% market share. The product was made exciting by launching a series of convenience goods, new tastes and flavours which lead to an interest in the brand. The company continued a series of launching of products like Milky magic, coconut, strawberry, pineapple, butterscotch and cream and it also entered the premium biscuit category with Dark Fantasy. Moreover market research revealed that consumers were looking for innovation, variety, and fun in all the biscuits cateogries. A mascot, Sunny was chosen to convey these aspects of ITCs biscuit brands. Initial offerings included the Sunfeast Glucose biscuits, targeting children and their mothers; Sunfeast Orange Marie, targeting housewives and families; and Sunfeast Orange cream, Butterscotch cream and Bourbon Cream, targeting children in the age group between 4 and 14 years. Over the last few years, the Sunfeast range has expanded with the introduction of the Sunfeast Dark Fantasy range in the premium segment; the Sunfeast Milky Magic in the milk biscuit category; the Snacky in salted crackers and cookies category. In addition, ITC entered the nutritional biscuit segment with launch of Sachins Fit Kit- a range of healthy products co-created with the cricket icon. In 2007 the brand has a value of Rs 5 billion and is growing at 15% per year. MARKETING FUNCTION PRODUCTS http://www.itcportal.com/foods/images/top-banner-sunfeast.jpg Snack foods Sunfeast In July 2003, ITC forayed into the Biscuits market with the Sunfeast range of Glucose, Marie and Cream Biscuits. Sunfeasts brand essence, Spread the Smile connotes happiness, contentment, satisfaction and pleasure. The mascot Sunny reinforces the emotional aspects of the brand. In a span of 6 years Sunfeast has launched many new varieties and has its presence in almost all types of biscuit categories. Sunfeast Milky Magic http://www.itcportal.com/foods/images/sunfeast-milky-magic.jpg Packed with goodness of milk these deliciously nutritious crisp and crunchy biscuits are a favorite among mothers and kids. Milky Magic has the power of 2 A perfect balance of energy that aids physical strength and mental ability. These biscuits strike the right balance of milk and wheat which helps in an all round development and nurturing of the child. Sunfeast Marie Sunfeast Marie Light: This ideal teatime biscuit is made from the finest quality wheat high in fibre and keeps one light and healthy through the day. Orange Marie: It has the distinction of being one of the most successful innovative Marie biscuits and is liked by one and all. http://www.itcportal.com/foods/images/sunfeast-marie.jpg Sunfeast Golden Bakery http://www.itcportal.com/foods/images/golden-bakery.jpg Sunfeast Golden Bakery is a premium cookie on an innovative and differentiated platform. Launched nationally in March 2008, these cookies are made from the recipes crafted by the master bakers of ITC Hotels and are slowly baked in the traditional way till they are golden brown and develop the crispy broken crust texture. The Sunfeast Golden Bakery cookies are available in three distinct flavors Butter-Nut, Butterscotch and Choco-Nut cookies. These products are designed to give consumers a rich truly indulgent experience. Sunfeast Dark Fantasy Inspired by the Master Chefs of ITC hotels, it is the richest of chocolate vanilla biscuits. These biscuits are created using carefully chosen premium ingredients for a sensory experience unlike any other. Dark Fantasy is more than a biscuit; its a luxurious mix of aromatic cocoa and vanilla. http://www.itcportal.com/foods/images/dark-fantasy.jpg Sunfeast Glucose http://www.itcportal.com/foods/images/glucose.jpg For those light hunger pangs, wholesome nutritious choices as these golden brown biscuits are made from the best quality wheat. Sunfeast Glucose biscuits are ideal not just for kids but adults too. Sunfeast Dream Cream A truly scrumptious range of cream biscuits that have become an instant hit with children. ITCs chefs have put their legendary skills into these biscuits to deliver truly tasty cream biscuits. Special Flavor Crystals in Strawberry and Pineapple cream biscuits keep the creamy flavor linger on. http://www.itcportal.com/foods/images/box-shadow_03.jpg Strawberry Cream The first of its kind cream biscuit with special strawberry flavor crystals that will keep the creamy flavor linger on. http://www.itcportal.com/foods/images/strawberry-cream-biscuit.jpg http://www.itcportal.com/foods/images/box-shadow_07.jpg http://www.itcportal.com/foods/images/box-shadow_09.gif http://www.itcportal.com/foods/images/box-shadow_01.jpg http://www.itcportal.com/foods/images/box-shadow_03.jpg Bourbon A special delight for all those chocolate lovers. http://www.itcportal.com/foods/images/bourbon.jpg http://www.itcportal.com/foods/images/box-shadow_07.jpg http://www.itcportal.com/foods/images/box-shadow_09.gif http://www.itcportal.com/foods/images/box-shadow_01.jpg http://www.itcportal.com/foods/images/box-shadow_03.jpg Orange Cream Experience a tangy twist in biscuits with every Orange cream. http://www.itcportal.com/foods/images/orange-cream-biscuit.jpg http://www.itcportal.com/foods/images/box-shadow_07.jpg http://www.itcportal.com/foods/images/box-shadow_09.gif http://www.itcportal.com/foods/images/box-shadow_01.jpg http://www.itcportal.com/foods/images/box-shadow_03.jpg Butterscotch Cream Another first, the taste of ice-cream in cream biscuits. http://www.itcportal.com/foods/images/butterscotch.jpg http://www.itcportal.com/foods/images/box-shadow_07.jpg http://www.itcportal.com/foods/images/box-shadow_09.gif http://www.itcportal.com/foods/images/box-shadow_01.jpg http://www.itcportal.com/foods/images/box-shadow_03.jpg Mango Cream A special summer flavor cream biscuits for all those who love the king of fruits. http://www.itcportal.com/foods/images/mango-cream.jpg http://www.itcportal.com/foods/images/box-shadow_07.jpg http://www.itcportal.com/foods/images/box-shadow_09.gif http://www.itcportal.com/foods/images/box-shadow_01.jpg http://www.itcportal.com/foods/images/box-shadow_03.jpg Elaichi Cream Taste the queen of spices in cream biscuits. http://www.itcportal.com/foods/images/elaichi-cream.jpg http://www.itcportal.com/foods/images/box-shadow_07.jpg http://www.itcportal.com/foods/images/box-shadow_09.gif Sunfeast Snacky http://www.itcportal.com/foods/images/snacky.jpg Bigger than most others in the salted biscuit category, Snacky is light and crispy like no other. From kids to adults, its the quintessential Family Biscuit. Available in two variants, Classic salted and Chilli flakes the very first of its kind in India. Sunfeast sweet n salt These thin and crisp biscuits come with a distinctive sundry taste, that of salt and sweetness. A bite into one of these one keeps wondering about its taste! http://www.itcportal.com/foods/images/sweet-n-salt.jpg Sunfeast Nice http://www.itcportal.com/foods/images/nice.jpg These are crisp coconut biscuits showered with sugar crystals. The crisp sugary sweetness will just go on to make all those nice moments nicer. Sunfeast Benne Vita Flaxseed Biscuits If Benne Vita in Italian stands for Good Life, then Benne Vita Flaxseed biscuits just make the good life better. The Flaxseed content in these protein and mineral enriched biscuits are rich source of Omega III acids that helps control cholesterol. Flaxseed is the richest plant source of these essential Omega-3 Fatty Acids. It is also rich in dietary fibre, proteins, calcium and other minerals to maintain healthy heart and good gut health.http://www.itcportal.com/foods/images/benne-vita.jpg Sunfeast Special ITC Sunfeast presents a range of Special cookies and creams. http://www.itcportal.com/foods/images/sunfeast-special.jpg Special Cookies: Made with best quality wheat, cashew and butter, Sunfeast Special cookies are baked with real butter and the finest ingredients to give a mouth-watering treat that makes every moment special. Available in Cashew/ Butter/ Coconut. Special Creams: Delicious value for money cream biscuits with a thick layer of cream sandwiched between two biscuits. Available in Orange and Chocolate variants. Sunfeast Pasta The Sunfeast product portfolio was expanded in early 2005 to include healthy snacking options as well. http://www.itcportal.com/foods/images/sunfeast-pasta.jpg Sunfeast Pasta Treat, a whole wheat based instant pasta was introduced as a healthy snacking option for children and young adults. After the tremendous success of the 4 initial flavors, (Masala, Tomato Cheese, Cheese and Sour Cream), the instant Pasta range has been extended with three new exciting flavors Pizza style, Chicken and Tangy Tomato. PRICE Sunfeast Glucose Biscuits deliver the Natural Goodness of Wheat and is available in 100 gms, 75 gms and 19 gms priced at Rs. 4, Rs. 3 and Re 1 respectively, targeting children between the age group 4 14 years and their mothers. Sunfeast Orange Marie a very differentiated offering is available in 200 gms, priced at Rs. 13 and Sunfeast Marie Light Light Crispy, available in 200 gms and 400 gms, priced at Rs. 13 and Rs. 24 respectively that target housewives. Sunfeast Orange Cream, Sunfeast Butterscotch Cream Sunfeast Bourbon Cream Smooth Yummy Cream Biscuits, available in 100 gms, priced at Rs. 11, Rs. 11 and Rs. 12 respectively that target children between the age group 4 14 years. DISTRIBUTION It has fast and effective sales ordering processes. A great level of flexibility and a quick turnaround time to meet the customer requirements on time. It also practices minimum wastages. ITC follows a strict compliance standard for its distribution of Sunfeast products. It aims at low profit margins due to intense competition in the biscuit industry and even to meet the high customer service expectation. The company collects all the expired goods four times a year, and destroys them. Retailers must return expired or damaged products within six months after the date of expire. The company used its existing network of convenience stores the companys name for the hole-in-the-wall pan-beedi shops for Sunfeast. Not content with the existing resources, the company also looked at grocery stores and other retail formats. The company says the brand is now available in nearly 1.8 million outlets SALES PROMOTION AND ADVERTISEMENTS The entire range of Sunfeast Biscuits is packed in vibrant colours, distinctive graphics and fonts identifying sub categories and at the same time, maintaining a consistent look of Sunfeast. The brand is supported with Television campaigns across National and Vernacular media beginning August 2003 that is distinct, highlighting the product attributes, quality and the new first time in the market offerings from Sunfeast. During the launch phase, Consumer promotions were conducted across retail outlets for every purchase of Sunfeast Marie Sunfeast Cream Biscuits 75gms of Glucose Biscuits FREE. Encyclomedia Networks created an interesting idea, which shows the biscuit pack literally taking off from the hoarding what holds it down is a rope that attaches the end of the pack to the hoarding. The biscuit pack has been designed as a 3D pack. Well differentiated advertisements, some which showed a complete cream world with cream rivers, cream mountains and cream trees, were targeted at kids watching cartoon channels. The animated Sun this is a symbol of contentment, Satisfaction and Pleasure. This was also received by the consumers and the ad campaigns are catchy and full of colours and excitement. The product is also of very high quality. Thus Sunfeast has manged to get all the winning combinations in the right mix. At the same time, on general entertainment channels, mothers received information on the importance of glucose, the wholeness of wheat and so on. Also, the company tied up with Bey Blades, the popular television series that was a rage among children, to promote itself. Sunfeast tagline Spread the Smile was being endorsed By Sharukh khan. SRK use made sense as he was popular among Children and moreover he is among the favourites about 60% of Indians and moreover his persona is energetic which corresponds to the mascot of the brand. The various advertisements and promotional shows featured SRK and showed that even SRK is also a fan and enjoy Sunfeast Biscuits. So it created an impression among the audience that their favourite actor is following this commodity so they should follow the same way. ITC Foods has tied up with New York-based Company House of Spices to launch its biscuit brand Sunfeast across the US and that was again done by SRK since he is a global icon. In the same year, as the official sponsor ofthe WTA tennis championship titled the Sunfeast Open the company had teenage sensations Sania Mirza and Mahesh Bhupathi campaigning for it. But thats not all. For promotions in southern states, Sunfeast has signed Tamil super star Surya as a brand ambassador. Analysts say that ITCs deep pockets have helped Sunfeast in many ways. The company claims that it has been spending 35-40 per cent of its turnover from the biscuits segment on advertising and promotions. Going by that number, ITCs annual marketing spends are estimated to be in the region of about Rs 115-120 crore (Rs billion). CONSUMER ANALYSIS The analyses showed that majorly people consumed Biscuits and are not fond of having the Sunfeast Pastas. About 63% of people prefer having Sunfeast Marie and Sunfeast Dream Cream is being preferd by only 25% of the consumers. The products like Sunfeast Special, Sweet n Salt, and Golden Bakery are not that much appereciated as only 13% of people prefer them. In dream Cream Butterscotch, Orange and Burbon were equally appreciated. Classic Snacky was more liked as compared to Chilli flakes in Snacky brand. 90% people prefer having Marie lite over Orange Marie and the product is not just consumed by Old but almost people of every age group. In Golden Bakery choco nut was mostly liked while there was no intrest in the rest of the choices. Coconut and Butter were equally liked in Special cateogary. 63% prefer Sunfeast because of its Taste and Flavour while 25% likes them because of price, packaging, quality. People also appereciated it because of availability of large variety. It was also observed from the survey, that the products were regularly by the customers, most of them going for weekly and fortnightly purchase of the product. The major competitors for the product are Parle and Britannia which were even a threat when the product was launched. The brand loyalty seems to very weak as when consumers were asked that would they continue to consume Sunfeast even if other products were at a discount, the answer came as No. The people were specific in the categories but not with the brand Sunfeast. The television seems to be most effective form of advertisement as it spread awareness in almost every age group and was the major promotional tool. The brand was easily available to people and even remotest to smallest shops have Sunfeast for sale. The people seem to be assured of quality and said that they would recommend their friends and relatives the product. COMPETITION ANALYSIS Back in 2003, nobody thoughtSunfeast would have consumers eating out of its hands. Says Naware, Seven per cent in less than three years is something that we could have only dreamt about. Importantly, industry barometer AC Nielsen has indicated that both Parle and Britannia are losing market shares. According to the AC Nielsen retail sales audit in March 2006, both Britannia and Parle have lost volumes. Britannias shares have dropped from 35.8 per cent in 2004-05 to 30.5 per cent in May 2006 (volumes). Parles shares have also dropped from 42.2 to 38.4 per cent in the same period. Even Priya Gold has seen a minor dip from 6.4 per cent to 5 per cent. ITCs Sunfeast has been a big gainer with its share increasing from 2.7 to 6.7 per cent. In terms of value,Britannia leads the market with 37 per cent market share, followedby Parles 31.3 per cent and ITCs 6.3 per cent. Nevertheless, the gap is still wide. Sunfeast still has a long way to go. But what can the bigger players do? Alagh has an interesting observation. Says he, Biscuits have always been a low margin, high volume game. Both Britannia and Parle have very high volumes and can easily afford to lower their margins. A potential after-effect? Sunfeast too may have to drop its prices to be in the reckoning and this will squeeze its margin even lower. While the full game is yet to be played out, for the moment the sun seems to be shining on Sunfeast. Creaming the market. . . Innovation in the product line biscuits with butterscotch cream with actual granules in the cream, strawberry cream with flavor-enhancers and orange-flavored marie. Gained an edge from the well established distribution network of its tobacco business. Signed up big film stars like Shah Rukh Khan and southern star Surya as brand ambassadors for

Essay --

The Civil Rights Movement began shortly after the end of WWII. The United States took the biggest turn on to the path of civil rights with the Supreme Court’s decision in the Brown vs. the Board of Education case. This decision ignited a revolution that would forever change America's future. Once this movement began, Martin Luther King Jr. knew change needed to happen while Malcolm X didn‘t. He believed that the only way to make the change would be through nonviolence. Martin Luther King’s philosophy made more sense because it pushed America forward, racial inequality stopped through nonviolence, peace and love, which made everyone equal. King felt that all children deserved the same educational opportunities regardless of their skin color. Martin Luther King wanted to unite both races. He wanted them to be together and equal. He especially wanted schools to be integrated, which is stated in MLK's speech made at the Alabama state Capitol. He preached, "let us march on segregated schools until every vestige of segregation and inferior education becomes a thing of the past and negroes and whites study side by side in the socially healing context of the classroom..." (Document D). Malcolm X felt that integrating schools would only lead to more chaos, he felt that keeping schools segregated would keep African American students safer than being in white schools. Malcolm X was doubtful that change would happen, he wanted to move backwards while MLK took a stand and went forward, which is one reason why MLK’s philosophy made more sense during the Civil rights movement. It is clear in the picture of their one and only meeting (Document A) that both men seemed to have respected each other, even though their philosophies were different fro... ...iven at Michigan State University, he speaks, â€Å"(there are) 20 million Black people in Political, Economic, and Mental Prison† he states that â€Å"they always want to use methods that push one Negro at a time, then they use him to turn around and tell that masses, â€Å"You see, we’re solving the problem. And the problem is still unsolved...†(Document M). But the problem obviously was solved. Today all races are considered equal, interracial marriages are permitted, we are allowed to attend the same schools, and live in harmony. Because of Martin Luther Kings courageousness during the fight for racial equality, today every race is identified as equal in the legal system. Things in the 1960’s were difficult but King’s perseverance changed history in America forever, which makes it clear that Martin Luther King’s philosophy made the most sense during the civil rights movement.

Essay --

The story Jurassic Park, by Michael Crichton, starts off with Mike Bowman taking a vacation with his family on the coast of Costa Rica. As they cruise on their Land Rover, Tina, Bowman’s daughter, runs off after spotting three-toed bird tracks. Tina then encounters a big lizard that makes chirping sounds, and is attacked by it. She is later sent to the hospital, where Dr. Gutierrez is intrigued to find out about the lizard that bit her left arm. Gutierrez goes back to the beach where Tina was attacked, and finds the carcass of a brown-striped lizard. The carcass is sent to the Tropical Diseases Laboratory of Columbia University Medical Center, where it is examined and analyzed. Despite the efforts made, no one is able to identify the lizard’s species, so the carcass is later sent to the Museum of Natural History for further analysis. Meanwhile, Bob Morris, head of the Environmental Protection Agency, becomes suspicious of the Hammond Foundation, which has recently acquired advanced gene sequencing technology. This causes him to believe that InGen, John Hammond’s company located in Costa Rica on Isla Nublar, is part of a reckless genetic engineering experiment. The lizard’s corpse is inspected by Alan Grant, a famous paleontologist, who is shocked to see that it is the carcass of a dinosaur. John Hammond, who was a financial support of Grant’s fossil digs, calls Grant and invites him to Isla Nublar. However, recent reports indicate that there are more lizard attacks in Costa Rica. Because of this, Ingen tasks Donald Gennaro, Hammond’s lawyer, to investigate Isla Nublar along with Grant, Grant’s colleague named Ellie Sattler, and a mathematician named Ian Malcolm. Later, Grant and Sattler board the plane and meet Gennaro. Meanwhi... ... freezer. Since no one alive knows how to use a computer, the group relies on Tim to go to the control room to turn on the electrical fence in order to repel the raptors. As Grant distracts the raptors, Tim somehow manages to activate the electric fence just in time, this, repelling the raptors. As everyone settles down, Grant explains that the reason the dinosaurs were able to reproduce was because of the fact that they had frog DNA. Since certain species of frogs are able to change their gender, this meant that the dinosaurs were able to do this as well. Later, John Hammond is eventually killed by a group of small dinosaurs called compys, and Malcolm dies of his injuries. Eventually, a helicopter comes to rescue Grant, Sattler, and Gennaro with Muldoon and the kids already on board. As Grant looks back, he recalls seeing the island as a â€Å"diminishing bright spot†.

World War 1: A Tragedy of Miscalculation Essays -- World War I, First

World War 1: A Tragedy of Miscalculation To some extent, the outbreak of the First World War was a tragedy of miscalculation. Austria declared war on Serbia, in the hope that it would only be a short and local war. Germany had miscalculated the risk of a two-front war. Germany’s war plan – the Schlieffen Plan, inevitably involved France, Russia, Belgium and Britain. In â€Å"The war to end all wars†, Germany also did not take into calculation the ‘Domino Effect’ of the alliances between France, Russia and Britain. Because Germany had made such a bitter enemy of France, it decided to protect itself by making alliances with other countries in Europe. Germany formed an alliance with Austria-Hungary and Italy known as the Triple Alliance. To the keep the ‘Balance of Power’ in Europe, France allied itself with Great Britain and Russia; known as the Triple Entente. Both allies swore to help their allies if their countries were attacked. When a Serbian Nationalist assassinated the Archduke of Austria-Hungary, Austria-Hungary declared war on Serbia. Germany remembered their treaty with Austria-Hungary, declared war on Russia. They also declared war on France and invaded Belgium using the Schlieffen Plan. Afterwards Britain declared war on Germany and Austria-Hungary because of their alliance with Belgium, France and Russia. Germany’s military reliance on the Schlieffen Plan working was a serious miscalculation. The Schlieffen Plan was a German war plan drawn up before 1914. Its essence was to avoid a two-front war for Germany, by first swiftly conquering France, the western front, through Belgium and then concentrating on the eastern front against Russia. ‘The invasion of Belgium was considered an essential element of the German war ... ...to expand into the Balkans itself and was supported by Germany. It was the creation of conflicts and miscalculations by the movements in the Balkans that led to World War1. ‘Veni, vidi, vici’ (I come, I saw, I conquered) – Julius Caesar, Roman Emperor (100BC-44BC) No power had been able to perceive the extent of damages brought by a general war, which lasted fifty-one months. They had believed the Third Balkan War would be a short war like the First and Second Balkan Wars. This serious misconception brought harm to all European powers. On the other hand, World War 1 was made inevitable by the long-term antagonism between the powers, as a result of rival nationalist movements, secret alliances, militarism and empirical dashes. ‘I think, that in our eyes, it’s obvious that the First World War changed the world’ – Stephane Audoin-Rouzeau, University of Picardie.

Mother of Invention

It has been said throughout time that, necessity is the mother of invention, but what facilitates necessity in today’s modern society has become a vast gray area. As a society, we are use to, and so dependent on, such modern conveniences, as high-speed internet, cell phones, laptops, tablets, search engines, and GPS, so much so that we would not know how to function without them. The dependence on modern technology is making way for a whole generation that is incapable of doing anything manually and potentially affecting their social skills, as well as making their brains lazy.Background of the Current Issue/Problem Mary Scorpati, a high school teacher at Kearney High School, states that students in her class are quite computer proficient, but are severely lacking in writing and spelling skills(Schevitz,2012). â€Å"The spelling and writing skills of many of my students are extremely below grade level. Some have rarely used a dictionary and don't know what guide words are. Th ey have so much knowledge about the computer, and use spell check to correct mistakes. Hand them a cell phone, and they can text message all day long.Give them a calculator and they can figure out any problem, but hand them a pencil and paper and they go blank† (Schevitz, 2012). Benefits of Proposal Students can use search engines, such as Google, to find the right answers to their homework, they can even solve math problems online for free without any effort or thought process. This however is not without consequence. Having the â€Å"instant gratification† effect makes it less likely that a student is going to retain the information, let alone comprehend the importance of the information they were just handed(Schevitz,2012).Solving math problems on line does not teach a student the importance of identifying formulas and order of operations, as well as how to implement them. A study conducted by child development experts at Harvard University, revealed a startling low amount of children that were actually able to perform math functions with paper and pencil. Those numbers compared to those that had full use of the internet varied drastically (Parker-Pope, 2010). The study showed that student’s math scores fell short when they had to apply math skills manually and were not able to search the internet for the answers (Parker-Pope, 2010).Twenty years ago, when there was a research project assigned, students would go to the library where encyclopedias, dictionaries, and books were utilized to complete the project. This process would take hours, and though it may have seemed tedious compared to today where students have all the information at their fingertips, students were more likely to remember and learn from this form of research. Kristen Combus, a child psychologist at Duke University, stated, â€Å"Our society is changing very fast, however education isn't changing enough to keep up† She recalled an argument she had with a student about cursive handwriting.â€Å"His handwriting was a mess and I asked him to redo his paragraph. He then responded with â€Å"I have to turn it in typed. Why would I write it neatly in cursive? † (Edutopia, 2008). A survey by the National School Boards Association indicates a very large number of students spending around nine hours a week doing computerized social networking and another 10 hours watching television. Other surveys show a majority of high school students doing an hour or less of written homework a day. ( Oliverira,2012). Implementation of ProposalBy implementing some basic practices, and subtle changes to educational standards, we can prove to children that technology is beneficial, but being self-sufficient far outweighs the advantages. Schools can make writing mandatory until sophomore year, implementing typing as a secondary source. Spell check functions should be disabled until the final draft process of research and term papers. The basics need to be tau ght first before students can learn to appreciate the conveniences of modern technology (Parker-Pope, 2010). Counter Arguments Technology assists our children in obtaining all of these skills.More so today than ever before in history, students have the ability to research any topic. They are not bound by classroom or library walls. Technology has opened doors to a seemingly infinite well of information, which is not always accurate. Therefore, they need to learn how to sift through it all and get the â€Å"good stuff. † This seemingly infinite well of information and current bank of technology has also allowed students to truly invest themselves in their education by developing personal educational plans or studying fields of particular interest to them (Parker-Pope, 2010).When students are actively engaged in their own learning to reach his or her own ultimate potential, everybody wins. As the world continues to embrace and evolve the Internet, businesses and organizations a re increasingly looking to tap into this resource. It is in the best interest of educators, and professionals in general, to be aware of what the Internet has to offer. We can choose to sit back and wish it would all just go away because it’s too hard to find the time for it, or we can choose to embrace it, and look for simple ways to learn more about it.Another unavoidable fact is the growing desire for experience and familiarity with the Internet and other computer technologies as a hiring requirement in the educational field. There are undeniable benefits that come with technology, but there are far more disadvantages if a student is unable to realize them (Schevitz, 2012). Conclusion Today, every human activity is dependent upon various tools, machines, and systems, from growing food to providing shelter to communication, healthcare, and entertainment.High-speed internet, cell phones, laptops, tablets, search engines, and GPS make possible things that humans have never be en able to do before. This collection of devices, capabilities, and the knowledge that accompanies them is called technology. We can say that â€Å"Living without technology is like living without air† in this technical world of today. Broadly speaking, technology is how people modify the world to suit their own purposes. If students do not comprehend the importance of the basics, then they will never learn to appreciate the importance of technology(Schevitz,2012). Mother of Invention IntroductionIt has been said throughout time that, necessity is the mother of invention, but what facilitates necessity in today’s modern society has become a vast gray area. As a society, we are use to, and so dependent on, such modern conveniences, as high-speed internet, cell phones, laptops, tablets, search engines, and GPS, so much so that we would not know how to function without them. The dependence on modern technology is making way for a whole generation that is incapable of doing anything manually and potentially affecting their social skills, as well as making their brains lazy.Background of the Current Issue/ProblemMary Scorpati, a high school teacher at Kearney High School, states that students in her class are quite computer proficient, but are severely lacking in writing and spelling skills(Schevitz,2012).â€Å"The spelling and writing skills of many of my students are extremely below grade level. Some have rarely used a dictionary and don't know what guide wor ds are. They have so much knowledge about the computer, and use spell check to correct mistakes. Hand them a cell phone, and they can text message all day long. Give them a calculator and they can figure out any problem, but hand them a pencil and paper and they go blank† (Schevitz, 2012).Benefits of ProposalStudents can use search engines, such as Google, to find the right answers to their homework, they can even solve math problems online for free without any effort or thought process. This however is not without consequence. Having the â€Å"instant gratification† effect makes it less likely that a student is going to retain the information, let alone comprehend the importance of the information they were just handed(Schevitz,2012). Solving math problems on line does not teach a student the importance of identifying formulas and order of operations, as well as how to implement them. A study conducted by child development experts at Harvard University, revealed a star tling low amount of children that were actually able to perform math functions with paper and pencil. Those numbers compared to those that had full use of the internet varied drastically (Parker-Pope, 2010).The study  showed that student’s math scores fell short when they had to apply math skills manually and were not able to search the internet for the answers (Parker-Pope, 2010). Twenty years ago, when there was a research project assigned, students would go to the library where encyclopedias, dictionaries, and books were utilized to complete the project. This process would take hours, and though it may have seemed tedious compared to today where students have all the information at their fingertips, students were more likely to remember and learn from this form of research. Kristen Combus, a child psychologist at Duke University, stated, â€Å"Our society is changing very fast, however education isn't changing enough to keep up† She recalled an argument she had wi th a student about cursive handwriting. â€Å"His handwriting was a mess and I asked him to redo his paragraph.He then responded with â€Å"I have to turn it in typed. Why would I write it neatly in cursive?† (Edutopia, 2008). A survey by the National School Boards Association indicates a very large number of students spending around nine hours a week doing computerized social networking and another 10 hours watching television. Other surveys show a majority of high school students doing an hour or less of written homework a day. ( Oliverira,2012).Implementation of ProposalBy implementing some basic practices, and subtle changes to educational standards, we can prove to children that technology is beneficial, but being self-sufficient far outweighs the advantages. Schools can make writing mandatory until sophomore year, implementing typing as a secondary source. Spell check functions should be disabled until the final draft process of research and term papers. The basics nee d to be taught first before students can learn to appreciate the conveniences of modern technology (Parker-Pope, 2010).Counter ArgumentsTechnology assists our children in obtaining all of these skills. More so today than ever before in history, students have the ability to research any topic. They are not bound by classroom or library walls. Technology has opened doors to a seemingly infinite well of information, which is not always accurate. Therefore, they need to learn how to sift through it all and get the â€Å"good stuff.† This seemingly infinite well of information and current bank of technology has also allowed students to truly invest themselves in their education by developing personal educational plans or studying fields of particular interest to them (Parker-Pope, 2010).When students are actively engaged in their own learning to reach his or her own ultimate potential, everybody wins. As the world continues to embrace and evolve the Internet, businesses and organi zations are increasingly looking to tap into this resource. It is in the best interest of educators, and professionals in general, to be aware of what the Internet has to offer. We can choose to sit back and wish it would all just go away because it’s too hard to find the time for it, or we can choose to embrace it, and look for simple ways to learn more about it.Another unavoidable fact is the growing desire for experience and familiarity with the Internet and other computer technologies as a hiring requirement in the educational field. There are undeniable benefits that come with technology, but there are far more disadvantages if a student is unable to realize them (Schevitz, 2012).ConclusionToday, every human activity is dependent upon various tools, machines, and systems, from growing food to providing shelter to communication, healthcare, and entertainment. High-speed internet, cell phones, laptops, tablets, search engines, and GPS make possible things that humans have never been able to do before. This collection of devices, capabilities, and the knowledge that accompanies them is called technology. We can say that â€Å"Living without technology is like living without air† in this technical world of today. Broadly speaking, technology is how people modify the world to suit their own purposes. If students do not comprehend the importance of the basics, then they will never learn to appreciate the importance of technology(Schevitz,2012).

Explore Stevensons presentation of evil in the novel ‘Dr Jekyll and Mr Hyde’ Essay

In Robert Louis Stevenson’s novel ‘Dr Jekyll and Mr Hyde’, a respected doctor experiments with evil by drinking a potion to cast all of the good out of his body. This leads to many evil incidents taking place. Evil is causing pain or harm to others in a spiteful or malicious way. Victorian views of evil were closely related to religion and the way people looked. This was a safe and comforting opinion for the Victorians because they could imprison these people and could keep away from people that they thought were evil as it could be easily identified. Stevenson shows his view of evil using many different techniques mainly through characters but also through setting imagery and language. Stevenson was influenced by many different circumstances during his life. Stevenson’s childhood was a fearful one with a strict religious upbringing constantly focusing on Hell. He was very ill and therefore spent a lot of time in bed thinking about Hell. He was always alone and isolated as he was an only child so he could not discuss his feelings with anyone. This is closely linked to Jekyll not telling anyone about his double life and split personality. In university he led a double life, his life that his parents believed he led a strict and respected one compared to a hidden life of a poor, strange, evil boy. He was a lot like Edinburgh as it was in two parts. The old, dark, dangerous side and the modern, neat, respected side. This links with the novel because Jekyll is a neat and respected man whereas Hyde is an evil and dirty man. Two men called Burke and Hare influenced Stevenson. In the late 1820’s, they killed random people by smothering them and then gave the corpses the doctors at the university to publicly dissect and experiment on. They were given money for the corpses and the fresher the corpse the more money they received. Burke and Hare were later found out and publicly hung and dissected. Their skeletons were given to a museum and their skin was made into personal pocket books. This influenced Stevenson because people at this time were fascinated and Burke and Hare were like a real life Jekyll and Hyde character with a split personality. Darwin who introduced the theory of evolution also influenced him. This relates to the Hyde character that had not yet evolved from the ape like creature. After he had written the book Jack the Ripper helped its popularity because no one knew who he was and why he killed prostitutes in the brutal way he did. Many people thought his acts were evil and read the novel to try to find out why he was so wicked. Stevenson uses characters as his main presentation of evil. Jekyll and Hyde are the two major characters that show evil. Jekyll is shown as evil because he initially wants to change into Hyde and become purely evil. Also when he is Hyde he likes it ‘I felt younger, lighter, happier in body’ the list of three is very effective as they link and it gets better down the line. The use of ‘lighter’ shows us he has lost all his worries and has gained freedom and is therefore a lot happier. Jekyll gets very angry when Utterson asks him about Hyde ‘ this is a private matter and I beg of you to let it sleep’ this shows us he is deceitful and feels guilty as he does not want to talk about it. When Hyde does anything wrong Jekyll does not take any responsibility this is shown by the use of the pronoun ‘he’, ‘him’, or ‘his’. This shows us does not think of himself as evil because he is a respected doctor and everyone else thinks good of him. Stevenson describes Jekyll as ‘ a large, well-made, smoothed faced man of fifty, with something of a slyish cast’ this shows us that he is perceived as suspicious. Jekyll told himself that he would never turn into Hyde again but he kept Hyde’s house in Soho and all of his clothes. This proves that he was evil because he even lied to himself about what he would and would not do. Stevenson shows evil through Jekyll very effectively because people would worry that all doctors may be evil and he challenged Victorians beliefs. Hyde is the other major character that Stevenson shows evil through very effectively. One main incident where Hyde was evil was when he walked straight over a child. Stevenson wrote ‘ trampled calmly over the child’s body’ he used the word ‘calmly’, which shows Hyde has no emotion. ‘Trampled’ shows us he is fast, heavy footed and violent. The fact that it was a ‘child’ makes us very angry and sympathetic, as the girl is innocent, vulnerable and more delicate. Stevenson wrote ‘left her screaming on the ground’ this shows us that the girl was screaming in pain and he still did not care. The incident took place at ‘three o’clock of a black winter morning’ this makes it sound very eerie and makes us think that Hyde is being secretive because it is dark and any crimes he has committed can be hidden. The girl was described as ‘8 or 10 who was running as hard as she was able. This tells us that she was running to get some help for someone, as she was a nice caring person. This is a contrast to Hyde who is a horrible person out in the streets committing crimes. When a doctor came to see the child and asks what happened he ‘turns sick and white with a desire to kill him’ this shows us that the doctor was very angry as he wants to kill someone when his life ambition is to save peoples lives. Also doctors see horrible things every day but when Hyde tramples over a girl, it makes him ill. This is a contrast with Hyde who shows no emotion at all. Another example where Hyde was evil was his meeting with Utterson. Hyde ‘ shrank back with a hissing intake of breath’. ‘Shrank back’ shows us he is scared and does not want to talk to anyone. ‘Hissing’ compares him to an animal, which can be perceived as evil and again like an animal is warning Utterson to keep away. In addition, as Hyde is like an animal he has no conscience and is instinctive. After Utterson had commented on his bad language Hyde ‘snarled aloud into a savage laugh’. ‘laugh’ tells us he is rebellious and childlike. ‘savage’ shows us again that he is untamed and uncivilised. Much like an animal, he is unpredictable and worries the reader. ‘snarled’ again links to him being animal like and has not yet evolved from the ape like form. The last incident where Hyde is evil is the Carew murder. this is the most evil thing Hyde does because he brutally murders an innocent man. ‘Hailing down a storm of blows under which the bones where audibly shattered’ this tells us that he was hit with so much force that a woman in her house could hear each bone break. This was a very brutal murder a crime that was so evil that it makes Hyde even more so. The weather imagery is used to show power ‘hailing’. The ‘body jumped upon the railway’ this shows how much extreme force was used Hyde is again even more evil now as Carew was defenceless as he was dead and yet Hyde continued to beat him. The readers have sympathy for Carew ‘ aged and beautiful gentleman with white hair’ because Hyde killed a man that was so innocent unlike himself. Stevenson uses the two main characters Dr Jekyll and Mr Hyde to show evil very effectively and in a clear way for the reader as Jekyll denies his involvement with Hyde and Hyde himself commits terrible crimes, is very rude, and has no conscience. Another way Stevenson shows us evil is through his minor characters. Firstly Lanyon who after being asked if he would like the watch the transformation replied ‘ I have gone to far in the way of inexplicable services to pause before I see the end’ . This shows us he was evil because he wanted to see that transformation and see what happens. Also, the use of ‘inexplicable services’ makes the reader wonder what other evil tasks he has taken part in. Utterson is also evil because he ‘sprang up and grew aspace curiosity to behold the features of the real Hyde’. ‘sprang up and grew’ shows us that his curiosity is uncontrollable. He is also interested in seeing what a real evil person may look like , he seemed too curious just to be concerned for a friend and just wants to find out about evil for himself. In addition, the police officer could be perceived as evil as he was more interested in the prospect of promotion than trying to help the community. ‘ The next moment his eye lighted up with professional ambition’ he does not care about anyone but himself. The use of ‘lighted up’ is imagery of a fire that is uncontrollable, like evil urges. The last evil minor character is the maid who cares for Hyde’s house in Soho she knows that something is not right but she does not tell anyone about her suspicion. ‘ as housekeeper a creature whom I well knew to be silent and unscrupulous’ this shows us evil in Jekyll because he wanted a housekeeper that was dishonest and unprincipled. ‘ she had an evil face , smoothed by hypocrisy’ this shows us she was hiding her evil side by the way she looked. ‘But her manners were excellent’ this shows us that Stevenson believed you could change the way you acted and looked to disguise evil. Stevenson used minor characters to portray his opinion that everyone had evil in them. He wanted to frighten the reader and challenge Victorian views. The setting is another way that Stevenson shows us evil. Many of the evil incidents that took place happened in dark of the night. This links to the secrecy of Hyde and how he does not want to communicate with anybody or be seen. There are two doors the one for Hyde to enter through and the one for Jekyll to enter through. The rear entrance was described as ‘ a blind forehead of discoloured wall on the upper the marks of prolonged and sordid negligence’ this is symbolism for Hyde as he does not look after himself or care what he looks like. ‘neither bell nor knocker’ tells us he does not want to communicate with anyone. Hyde’s entrance is at the back of the house because he must be hidden. ‘sinister block of a building’ is also symbolism as he is an evil man. Jekyll’s front entrance is described as an ‘ancient handsome house’ this symbolises Jekyll as he is a respected man in the community so has a house to represent h is. In conclusion, Stevenson presents his view of evil in many ways mainly through the major and minor characters but also through language setting and imagery. Stevenson has many messages about evil he believes that everyone has evil in them and if this evil is brought out and used more that good you will become evil forever this is shown through Jekyll when he starts to involuntarily change into Hyde. he is also criticising Victorian society and challenging Victorians perceptions, which oppresses evil. He takes out his anger on doctors because when he was younger he was very ill and doctors could not help him. Stevenson is very effective in showing his opinion because he uses very strong language and opinions which appealed to the Victorian society and for some people appeal to their evil side today. It is quite relevant to the current world because there are Jekyll and Hyde characters in modern day society for example Dr shipman who killed between fifty and sixty people even though he is a doctor and is meant to save people lives not end them.