Spanning Two Decade?s:The 50?s to the 60?s Essay -- essays research pa

Spanning Two DecadesThe 50s to the 60sSimilar? Or Distinctly different?The postwar years are remembered as a time of affluence, consumerism, conformity, and stability, a time when American enjoyed an optimistic faith in overture and technology.(Heretta, pg.779) These words best describe the decade that Americas experienced in the 1950s. It was age of dads always-right attitude and a culture that was family centered. The standard of living for Americans was the best in the world. The times just looked to perfect lives were lived to privately. This private enjoyment was centered on the family, leisure, and consumerism. Soon every 1 tried to become to Leave it to castor type of family and culture exploded. The explosion is what everyone considers to be the 1960s. Kids that grew up in the fifties were becoming teenagers. The pressures from their parents turned the sixties generation onto conceptual thoughts and radical behavior. This affected the ideals of politics, racial/gender disc rimination, and family values. The differences between the fifties and the sixties are extremely evident but you must closely sort through the decade to find the certain(prenominal) similarities. The similarities and differences come in many political values, and behaviors.What does the word consensus refers to? It is the conformity to brotherly norms, authority, and the status quo. (Henretta, pg. 790) It best refers to the decade of the 1950s, where families were attempting to escape into old home grown households, absent from the Red Scare, and out of the corpo measure jungle. To do this, these families flocked to the suburban area. Early in the fifties a massive Baby Boom occurred. With the high birth rate the need for church servicees caused the ideas affluence, consumption and conformity to swell in importance.With the war in the past, the fifties generation looked towards the church. Families started to make Sundays a priority in their lives. Church social station rose fr om 49 percent of the population in 1940 to 69 percent in 1960(Henretta,792). All denominations from Catholics to Jews rose in membership. Even separation between church and state became less define when in 1956 they added In God We Trust to coins and Under God in the pledge of allegiance. One of the major use of religion was not only to reach savior but also to help deal with th... ...onfidence. From Washingtons perspective, the principal threat to U.S. security and world peace was monolithic, dictatorial communism emanating from the Soviet Union. Any communist, at home or abroad, was, by definition, and enemy of the United States. Drawing an analogy with the unsuccessful appeasement of fascist dictators before realism War II, the Truman administration believed that the United States and its allies must meet any sign of communist aggression quickly and forcefully. This reactive policy was known as containment. The idea of containment was very similar to the McCarthyism. The fift ies and sixties signified two decades of affluence, consumerism, and conformity while wading through the changing of society . Teenage counter-culture, religion, politics, communism, and social views became pivotal views of expression during this time. You must observe all these assets to draw a valid conclusion of your own, but to collected facts that have been presented have graciously swayed one way. The difference between is the fifties and the sixties are extremely evident, but you must closely sort through the decade to find the definite similarities.

Frankenstein-value for modern readers :: essays research papers

Frankenstein-value for modern readersMary Shelleys textual matter, Frankenstein is a text, which is highly regarded in todays society for its outstanding literary worth. However, the text as it was seen during the time of Shelley and its appearance and appeal today, most certainly differ. The most significant difference is that over a hundred years ago, the text was seen as a popular text, our modern day Simpsons, if you like. Conversely, today it appeals to the cannon of high culture. Its gradual change over time has been based on a bite of deciding factors.Frankensteins immediate audience was that of a popular audience. Such an audience purely relied on a story, which would indulge them with exhilaration or apprehension. In the case of Frankenstein the audience was introduced to the horror thesis. The story told delved piquantly into the tragic ordeals of Victor as his fiend wreaked destruction and devastation to all those, who were close to Victor. This story line of products is symptomatic of a popular audience, as they craved a story, which would invigorate passion and tragedy.Vast arrays of appropriations have sprung from Shelleys text, which influence as to why the text still remains today. The main source of todays appropriations has been drawn directly from the figure of the monster itself. As, technology advanced and the idea of the stage was quash with the growing trend towards cinema, the figure of the original idea of the monster diminished. The figure slowly morphed into a hideous being, possessing green, stitched skin with bolts in the side of the issue (lacking the original parallels to Adam). Unfortunately, the birth of cinema and its immediate success led to the demise of the philosophies and principles, which were initially at the crux of Shelleys Frankenstein. A modern day appropriation of Frankenstein is The Rocky Horror Show, which draws directly from the creation of a monster, yet puts it in a satirical context, once again abating the traditional philosophies. The birth of the horror al-Qaeda was partly due to Shelleys text and though the horror theme is carried through today, it differs greatly as society now expects a different manakin of horror. Shelley envisioned a strong sense of humanity in her novel. She encapsulated the quintessence of the period in which she lived by expressing ideologies, such as humanitys descent with God and the hypothesis of nature versus nurture. The relationship with God was vividly changed during the industrial era.

Confucius and Confucianism Essay -- Religion

One of the most famous people in ancient chinaware was a irreverent philosopher named Confucius (circa551-479 BC). He was a great Chinese philosopher, educator, and political figure. His teachings and proverbs are in the Analects, which is the base of many Chinese theories. He was born in the vill date of Zou, and the call down of Lu. His father died three years after Confucius birth leaving the family in destitution, but Confucius did have a decent education. He was married at the age of 19 and had one son and two daughters.He worked as a keeper of a market. Then he was a farm worker who took concern of parks and farm animals. When he was 20, he worked for the governor of his province. After a while he decided to teach, and he began traveling around and teaching few disciples that gathered around him. He became known as a man of learning and character. He had a great personality which people were attracted to. His respect for ordinary Chinese customs soon spread through out Lu. Confucius lived in China when it was really unsettled. The rulers were catastrophic, and Confucius thought the scarce way to keep life in order was for everyone to go back to traditional principles. He wanted China to go back to the quiet days of the sage Kings. This was a time in Chinese history when Kings ruled organized kingdoms. They were peaceful because everyone knew their place in life and acted accordingly. Confucius taught in his school his beliefs about respecting family and ancestors for many years. His theories and principles were spread throughout China by his disciples, and soon many people learned from his wise sayings. One of his rules said, Rulers can be great only if t... ...who was a devout follower of Confucious. These society books were considered all you needed to live a good life. Confucianism started in 136 BC when Wudi?s advisors finally convinced Emperor Wudi that Confucianism was the superior school. Soon, emperor Wudi set up a Confuci an academy to train officials. In order to get to the Confucian academy, there were a series of examinations. The examination system spread throughout China and the books previously listed became the basis for these examinations.First there were the preliminary exams. After that, the first level, if you passed your social class would be raised higher. Then the second level,which only one in a hundred passed. Finally the final exam, and the few that passed this exam then had an interview with the emperor who hand picked finalists for the highest government posts.

Kurt Vonnegut - The Man and His Work :: Kurt Vonnegut

Kurt Vonnegut The Man and His WorkOne of the best, most valuable aspects of reading multiple works by the said(prenominal) author is getting to know the author as a person. People dont identify with Gregor Samsa they identify with Kafka. Witness the have it away exhibited by the many fans of Hemingway, a love for both the texts and the drama of the man. Its similar that for me with Kurt Vonnegut, but it strikes me that he pulls it off in an entirely different way.Kafkas work is a reaction to his mental anguish, which is kind of like Vonnegut, who has dealt with the bulk of his personal hardships throughout his career, but those hardships are not his sole motivation. And, while hes lead an interesting life, it doesnt seem nearly as dramatic or romantic as Hemingways. Plus, Vonnegut is much more overt than either of the two about his authorial involvement in his work.But what really forces Vonnegut to impose his straw man on the text is his complete inability to remove himself at all from the act of communication at the core of any work of literature. He revels in that involvement. He has mentioned his desire, what he implies is a universal need of all human beings, for whatever soul-deep fun. He uses this term as a synonym for greatness. And this has lead to some nasty comments in fiction workshops about stories that Ive written complaints of flat characters, cartoonish plotlines, non-directed criticism, overall pessimism and over-sentimentality for all things lowbrow. Needless to say, sometimes I feel, to varying degrees of pretension, like Kurt Vonnegut, juniorKurt Vonnegut, Jr. was born on November 11, 1922, in Indianapolis, Indiana to Kurt Vonnegut, Sr. and Edith Lieber Vonnegut. He had an older brother named Bernard and an older sister named Alice. Kurt, Sr. was a well-known architect in the city and Edith was the daughter of a wealthy local family. The Vonneguts had been in Indianapolis for several generations, and were well-off, respected members o f the community. Unlike the characters in most of his books, Vonneguts early childhood was super privileged. It wasnt until the stock market crash of 1929 that he experienced the type of life that he would go on to write about in the future the bosom Middle Class.This was devastating to his family.According to Understanding Kurt Vonnegut, Jr. the depression moved in and made itself at home in the Vonnegut household.

Steam Turbines :: essays research papers

Steam TurbinesThe invention of the water turbine was so successful that eventually,the idea came about for extracting power from move. Steam has one great favour over water-it expands in volume with tremendous velocity. To be themost effective, a steam clean turbine must run at a very high speed. No wheel madecan revolve at any speed approaching the velocity that a steam turbine can. Byutilizing the kinetic dexterity of steam flow, the turbine could achieve a higherefficiency. As a result, the steam turbine has supplanted the reciprocatingengine as a prime mover in large electricity-generating plants and is also employas a means of jet propulsion.The action of the steam turbine is based on the thermodynamic principlethat when a vapor is allowed to expand, its temperature drops. In turn, itsinternal energy is decreased. This reduction in internal energy is transformedinto mechanical energy in the form of an acceleration of the particles of vapor.The transformation that occurs, pr ovides a large amount of getable work energy.The essential parts of all steam turbines consist of nozzles or jetsthrough which the steam can flow and expand. Thus, the temperature drops, andkinetic energy is gained. In addition, on that point are blades, on which high pressuresteam is exerted. Stationary blades shift the steam onto rotating blades, whichprovide power. Also, turbines are equipped with wheels or drums where theblades are mounted. A radiation therapy for these wheels or drums is also a basic component,as well as an outer casing that confines the steam to the area of the turbineproper. In order to expeditiously use this contraption, it is necessary to stand anumber of stages. In each of these stages, a small amount of thermal energy isconverted to kinetic energy. If the completed conversion of energy took place atonce, the rotative speed of the turbine wheel would be way too excessive.Steam turbines are really quite simple machines, that have only onemajor moving p art, the rotor. However, auxiliary equipment is necessary fortheir operation. Journal bearings support the shaft, and an oil system provideslubrication to these bearings. A special seal system prevents steam from

Colonialism and Imperialism - The White Mans Burden Essay example --

Imperialism The White Mans Burden In unitary of his most famous poems, Rudyard Kipling say, Take up the white mans burden (146). He was only one of many who believed in the virtues of imperialism in the late nineteenth and the early twentieth centuries. During that period, imperialism was on the rise, and Africa was being swallowed up by competing European nations. The imperialists had many arguments supporting imperialism. They said it was beneficial and, in some cases, essential. Their arguments did not satisfy everyone, but that did not bother them. The justifications ranged from economics to social services, while touching on everything else in betwixt (Hayes 222-3). Kipling was one of the most talked about authors of his time. Born in India and the son of a military man, he learned the ways of British imperialism (Orel 333). He enjoyed the company of British soldiers and spent a lot of time talking with them (Hayes 228). Being friends with the soldiers, he probably symp athized with them when he heard their stories of the uncivilized people of Africa (Rhodes 178). This known, it is easier to understand why he viewed imperialism as the duty of the Europeans. Kipling argued that it was the Europeans responsibility to civilize the downcast natives of Africa. He also pointed out how they could stop the spread of disease and bring food to those who would have starved. Kipling mouth of the fact that there had been many wars in Africa and that he believed the white people could finally bring them to an end (Kipling 146-7). Many Europeans agreed with Kipling on these points however, they did not bound their reasons for imperialism to only these. One of the major driving forces of imperial... ...n. The Global Experience Readings in World History Since 1500. Ed. Philip F. Riley, et al. 2nd ed. Vol. 2. Englewood Cliffs Prentice Hall,1992. 146-7. Lugard, F. D. The Rise of Our East African Empire. Vol. 1. capital of the United Kingdom William Blackwood and Sons, 1893. 379-82. Orel, Harold. Kipling, Rudyard. World Book Encyclopedia. 1991 ed. Pearson, Karl. Social Darwinism Imperialism Justified by Nature. Sources of the Western Tradition. Ed. Marvin Perry, Joseph R. Peden, and Theodore H. Von Laue. Boston Houghton Mifflin Company, 1987. 182-3. Rhodes, Cecil. Confessions of Faith. Sources of the Western Tradition. Ed. Marvin Perry, Joseph R. Peden, and Theodore H. Von Laue. Boston Houghton Mifflin Company, 1987. 178-9. Smith, Woodruff D. European Imperialism in the Nineteenth and twentieth Centuries. Chicago Nelson-Hall Inc., 1982. 1-10.

Foreign Aid Speech

Australias unlike care should be reduced Today Im bringing a serious subject that has Influenced the world and the phylogeny of countries around us into perspective. Foreign aid, and how the government should Increase It, but first we have to ask the question, What Is foreign aid? Simply, It Is the sparing, or military lad disposed by one nation to an early(a) for purposes of relief and rehabilitation, for economic stabilization, or for mutual defense. The 620 or group of 20 is the premier forum for its members international economic cooperation and decision making.And their existence is more important than ever because the worlds economy is in such a precarious state and so the decisions they make will be vital in the development of poorer countries. A part of this that people may not recognize is that when the economy is weak, the poorest countries suffer the most. $1 dollar can athletic supporter a hundred people in a poor country more than it can help someone in a rich or developed country. Although we have stronger affinity towards our citizens and if money was equ bothy effective we would whose our own citizens first, when its 100 times more effective in impacting lives, then we think were either human beings.The suffering of a m some other whose child Is sick and might die Is a universal value. And If a dollar has so much collision then I must ask you, not as a student, but as a fellow human why are we all still so greedy? If I were to ask you what percentage of the federal budget is spent on foreign aid, would you be surprised that it is 0. 35%? That equates to $5. 44 billion dollars of our IN (gross national income) in 2012. The government expects to reach 0. 5% by 2017, but in recent media, Julie Bishop, the Minister of foreign affairs has enforced a cap of 5 billion dollars over the next two financial years.The promise Australia do with the UN along with many other developed countries, was an concord 0. 7% of our countries IN. The 2014 Au stralian budget IS a broken election promise to the worlds poorest people. The Abbott Government has torn up its promise to Increase aid. This years budget, announced two long time ago, shows that the Australian government Is cutting rut the most vulnerable members of the communities around the world. Every second we breathe, 30, 000 children under the age of five die from preventable diseases.It is made evident that Australias contribution to alleviate scantiness through overseas aid is successful. The average life expectancy of individuals living in developing countries has increased by approximately twenty years in the last decade, which is substantial in contrast to the figures fifty years ago. Vaunt has reduced the incidence of malaria by 80% with the support of Australian aid. It is a myth that reign aid doesnt work. 79% of Australians, according to the essential report, agree that the Government should reduce spending in foreign aid when 41% dont know what it Is.The ignoran ce surrounding foreign aid Is what potentates suffering of individuals living In developing countries. Australia Is already providing less foreign aid compared to other developed countries. We are ranked 1 13th. The Abbott Governments abolition of Causal, which manages our tax dollars for overseas aid, Is because they want to see a better alignment between aid, trade and diplomatic erection and aid programs going in another direction yet there is no evidence for this. Aid vs.. Diplomacy is a false dichotomy.Helping abutting countries develop strong economies means a better market for our own goods. Helping our neighbors improve their health systems means fewer health threats. Increasing the act of children in our region going to school reduces the opportunity for indoctrination in place of education. The success of our neighbors are good for us. In 2006 and 2007, Australia gave 2. 9 billion dollars through give tongue to and in 2013, 2014, it grew to 5. 44 lion dollars, almost d oubling the overseas assistance.Now, the proportion of aid to IN is back to 2000, 2001 levels under Abbots government, especially now that foreign aid will grow in line with the Consumer Price Index or inflation rate. With the help of global initiatives, the number of people living in poverty has fallen by 200 million people since 1980 and increasing. Australia shouldnt turn their back on the less fortunate as an affluent country. The children suffering every hit day rely on our international aid. The government has slashed the foreign aid budget which asses many problems and places a strain on our relationship with other countries.If Australia works with the countries were aiding, to redirect foreign aid funds to priorities assets, deregulate their economy and opened up their economy to global trade for economic growth, then the sidetrack of foreign aid would be effective in forming a sustainable economy and alleviating poverty. We should raise our Foreign aid budget to the agree d 0. 7% IN. Australia is a generous country, we can afford to provide aid to those in need and grow, not only as a country, but as humans of this earth.

Mountain Dew: Selecting New Creative Essay

push-down list Dew Selecting mod fictiveStanding at the front of a PepsiCo conference room, wit Bruce gestured enthusiasti strainy, pointing to the sketches at his side. Bruce, a copywriter and Executive Creative Director, headed up the fanciful aggroup on the fix Dew account for PepsiCos publicise agency, BBDO unused York. In fact, it was Bruce who devised the famous Do the Dew campaign that had catapulted kitty Dew to the subjugate ternary position in its category.With his partner, art director Doris Cassar, Bruce had developed ten unseasoned creative concepts for Mountain Dews 2000 advertising to present to PepsiCo management. Gathered in the room to obtain Bruce and Cassar were BBDO senior executives Jeff Mordos (Chief Operating Officer), Cathy Israelevitz (Senior Account Director), and Ted Sann (Chief Creative Officer). Each of the three executives had over a decade of stimulate playing on Mountain Dew. Representing PepsiCo were Scott M stumbleitt (Marketing Dir ector, Mountain Dew), Dawn Hudson (Chief Marketing Officer, and a former senior ad agency executive), and Gary Rodkin (Chief Executive Officer, Pepsi Cola North America).Scott Moffitt scribbled nones as he listened to Bruce speak. Moffitt and the cross out managers under him were charged with day-to-day oversight of Mountain Dew grocery storeing. These responsibilities included brand strategy, consumer and gross sales promotions, packaging, frontier extensions, product changes, and sponsorships. But for Moffitt and the senior managers above him, the approximately important decisions of the course were made in conference rooms with BBDO creatives. Each of the ads would cost over a genius million million million dollars to produce. But the production costs were minor compared to the $55 million media bud shorten that would be committed to air these descry. Historic all in ally, PepsiCo management had learned that selecting the right creative was one of the nearly critica l decisions they made in terms of impaction on sales and profits.Mountain Dew had carried PepsiCos soft make happy revenues during the 1990s as cola brands struggled. But now the Do the Dew campaign was entering its eighth twelvemonth, a long stretch by any consumer goods baseline. Many other brands were now sponsoring the same alternative sports that Mountain Dew had relied upon to pull ahead its image. And teens were gravitating to new activities and new unison that Dews competitors had successfully exploited in their branding activities. Figuring out how to detect the campaign working hard to maintain the brands relevancy with its tar bring out consumers had become a chief preoccupation of senior management at both PepsiCo and BBDO. At the same time, key competitors were raising their ad bud cops as competition in both the Carbonated Soft Drink (CSD) and non-carbonated sucks categories was h consume up, sending Dew sales below targets. Choosing the right ads to maximize th e impact of Mountain Dews relatively small media budget was a make-or-break decision.________________________________________________________________________________________________________________ Professor Douglas B. Holt prepared this case. HBS cases are developed solely as the basis for class discussion. Cases are not intend to serve as endorsements, sources of primary data, or illustrations of effective or ineffective management. Copyright 2001 President and Fellows of Harvard College. To order copies or request permission to reproduce materials, call 1-800-545-7685, write Harvard employment School Publishing, Boston, MA 02163, or go to http//www.hbsp.harvard.edu. No part of this publication may be reproduced, stored in a retrieval system, use in a spreadsheet, or transmitted in any form or by any meanselectronic, mechanical, photocopying, recording, or otherwisewithout the permission of Harvard Business School.502-040Mountain Dew Selecting New CreativePepsiCo and BBDOPepsiCo was widely considered to be one of the approximately sophisticated and rough marketing companies in the world. In North America, the companyhad three divisions, each with categoryleading brands. Pepsi and Mountain Dew were the number twain and three soft deglutitions. Frito-Lay dominated the salty-snack category with Ruffles, Lays, Doritos, and Cheetos. And the company had recently acquired Tropi outhousea, the leading juice brand. In 2000, PepsiCo had acquired the SoBe line of teas and functional drinks from South Beach B invariablyages, which it operated as a stand-alone subsidiary.BBDO was one of the ten largest ad agencies in the world, with worldwide billings of about $15 Billion. Of the largest full-service agencies, BBDO was peculiarly renowned for the quality of their creative work. The roster of the New York office, BBDO New York, included many high-powered clients such as General Electric, Visa, M&M/Mars, Charles Schwab, and FedEx. Their top 10 accounts had been BBD O clients for an average of 32 years. BBDOs relationship with PepsiCo dated to breakthrough and through campaigns for Pepsi in the sixties. BBDO took over Mountain Dew from Ogilvy & Mather in 1974 and had held the account ever since. In 1998, PepsiCo hired Uniworld, the largest Afro-American owned ad agency in the United States, to develop a separate Mountain Dew campaign targeted to African-Americans.The Carbonated Soft Drinks CategorySimilar to to the highest degree other countries, in the United States soft drink consumption was ubiquitous. And, until recently, soft drinks had meant cola. The retail carbonated soft drinks (CSD) category had long been dominated by the two cola giants, snow and Pepsi. In the so-called cola wars of the 1960s and 70s, Pepsi directly attacked Coke with taste tests and with advertising designed to make Pepsi the hipper and more stylish weft of the new generation, implying that Coke was a drink for older and little with it muckle. The soft dri nk category, and colas in particular, boomed passim the 1970s and eighties as people substituted away from coffee to soft drinks as a source of caffein. The industry also consolidated as once-important brands (RC Cola, Orange Crush, A&W Root Beer) weakened into the background. By the 1990s, three companies controlled all of the study(ip) issue brands The Coca-Cola Company (Coke, dieting Coke, Sprite), PepsiCo (Pepsi, Diet Pepsi, Mountain Dew), and Cadbury-Schweppes (Dr. Pepper and 7-UP).CSDs were a promotion intensive category. In most grocery stores, Coke and Pepsi controlled a great deal of shelf space and displays. They had so much clout that their bottlers were able to choose how to stock the shelves and what to display. Impulse leverage displays had become an important source of incremental volume. A substantial and increasing share of volume came from convenience stores, where most pur give chases were of wiz servings purchased for immediate consumption. The major brands ran seasonal worker promotions, such as under the cap games in which every tenth bottle had a sinless bottle give-away written under the cap. More young brand managers spent considerable time developing and implementing these promotions. reaping, promotion, packaging, and pricing innovations were constant though usually incremental, quickly diffusing throughout the category. In the last decade, one of the major innovations in the category had been the 20-ounce single serve bottle, usually priced at $.99 and sold as an impulse purchase. The margins on this bottle were higher than the twelve-packs or 2-liter bottles. Also, all of the large brands introduced 24-pack cases sold to heavy users. Brand managers worked to keep package design modern. For example, at PepsiCo, both Pepsi and Mountain Dew had substantial make-overs in the 1990s resulting in richer and more vibrant colors and 2Mountain Dew Selecting New Creative502-040simplified graphics. Other brands, including 7-UP and Spr ite also executed similar packaging redesigns. For most of the ordinal century, PepsiCo and The Coca-Cola Company competed fiercely, each responding in tit-for-tat fashion to the others successes. Pepsi rolled out lemon-lime Slice in the 1980s to compete against Sprite, in force(p) now soon withdrew support for that brand. Recently it was rumored that the company was plotting yet another new lemon-lime introduction. In the 1970s, Coca-Cola introduced Mr. Pibb to attack Dr. Pepper and Mello-Yello as a me-too competitor against Mountain Dew. With Mountain Dews subject field success in the 1990s, Coca-Cola launched a second frontal assault, introducing another copy-cat brand called scend.Inaddition, both companies had launched other new products without much success Coke had flopped with OK Cola (the cynical retro cola), and Fruitopia (the neo-hippie fruit swallow). PepsiCo had similar problems with the introduction of Crystal Pepsi (the clear crisp cola), though was able to esta blish Pepsi One as a niche brand. In the 1990s, cola growth slowed and the flavor CSDs did very well. Sprite, Mountain Dew, and Dr. Pepper all enjoyed great success, although 7-UP continued to struggle (See picture 1). In 1999, however, all CSD sales suffered as a result of customers sticker shock to a category-wide 5% retail price increase, and also a trend toward experimentation with noneffervescent drinks and bottled water as substitutes for soft drinks. Sports drinks were led by Gatorade, tea and juice blends by Snapple, Arizona, and SoBe, and the highly caffeinated energy drinks by Red Bull.These drinks, sometimes termed functional or alternative, often included a stimulant (caffeine or similar substance) and plant extracts re ordained to have medicinal look on (ginko, guarana, St. Johns Wort, ginseng). Many of these drinks were launched by small companies with grass-roots marketing efforts focus on medication and sports sponsorships, on-site promotions, and non-traditiona l distri stillion (e.g., sandwich shops for Snapple, record stores for Red Bull). Industry rumors were circulating that CocaCola, Anheuser-Busch, PepsiCo, and Cadbury-Schweppes were working aggressively to develop functional drinks to tap into this maturement segment.Advertising and BrandingOver many decades, Coca-Cola had become Americas drink (and later the preferred drink in many countries around the world) through advertising that hireed that Coke served as a social elixir. Coke promoted the idea that the drink brought people together in friendship around ideas that people in the nation cared about. From 1995 onward, Coke had struggled as it experimented with a variety of new branding ideas. Pepsi rose to the rank of Cokes loyal opposition in the 1960s with the successful The Pepsi Generation ad campaign, in which the brand harnessed the ideas and passions of the 1960s counterculture. More recently, Pepsi utilise celebritiesparticularly medicationians such as Michael Jackson , Madonna, Faith Hill, Ricky Martin, and Mary J. Bligeto convey the idea that Pepsi was an expression of youth attitudes. Nonetheless, the Pepsi brand also hadstruggled to maintain sales in the 1990s.7-UP was successful in the 1970s branding against the colas as the uncola in ads that used a charismatic Jamaican proletarian to describe the purity and naturalness of 7-UP in a tropical hard-boiledting. Similarly, the afters cherry-cola concoction Dr Pepper challenged the audience to be a Pepper with well- have dance numbers that encouraged consumers to do their own thing rather than follow the masses in drinking cola. From the late 1980s onward, 7-UP faded as the brand was used as a cash cow with ever-shrinking media investments. Meanwhile, Mountain Dew rose from its regional circumstance to become a major flavor brand. The three major flavor brands dominated different geographic areas Dr Pepper dominated Texas and the rest of the deep South, Mountain Dew dominated rural areas, pa rticularly in the Midwest and Southeast, and Sprite dominated urban-ethnic areas. 3502-040Mountain Dew Selecting New CreativeCategory advertising spending exceeded $650 Million (See picture 2). PepsiCo spent intimately less as a percentage of sales than its competitors. Instead, the company relied on exceptional creative to make the advertising work harder for less cost. PepsiCo viewed the creative outgrowth process as a key organizational competency, a strategic weapon that was central to their financial success.Mountain Dew Brand HistoryMountain Dew was invented by the Hartman Beverage Company in Knoxville, Tennessee in the late 1940s. The bright yellow-green drink in the green bottle packed a powerful citrous fruit flavor, more sugar and more caffeine than other soft drinks, and less carbonation so that it could be drunk quickly. The drink became a favorite on the east seaboard, through Kentucky, Tennessee, and eventually spread up through the Great Lakes states (skirting the big cities) and into the Northern Plains of Minnesota and the Dakotas. PepsiCo, amazed by Dews success in what brand managers would come to callthe NASCAR belt (the stock car racing circuit that drew rural men as its primary audience), and in need of a flavor soft-drink to round out its line-up, purchased Mountain Dew in 1964.PepsiCo originally assigned Mountain Dew to the Ogilvy & Mather ad agency. The strategy for the new brand extrapolated from Dews origins and existing packaging. The beverages heartpumping caffeine and sugar rush were linked to its backwoods heritage to produce the idea of a comic hillbilly character named Willie who drank Mountain Dew to get high on the soft drink equivalent of moonshine liquor. The tagline, Yahoo Mountain Dew was accompanied by Thars a bang in ever bottle.In 1973 PepsiCo assigned the brand to BBDO, its agency of record for Pepsi. For two decades client and agency worked to expand the brands reach from Americas hinterlands into the suburbs and cities of the major metropolitan areas. The major campaign of the 1970sHello Sunshine sought to tie Mountain Dews distinctive product characteristics to a set of back democracy unskilled images. The yellow-green product and strong citrus flavor are represented over and over by the gleaming sun sparkling in fine natural settings. The product name is represented in virtually every ad by mountains, dew drops reflecting in the sun, and condensed drops on cans to represent dew. The energizing effects of the caffeine and sugar are toned down and now are a refreshing part of an active outdoor lifestyle. Often the ads have casual coed acrobatic activities that always ended in a plunge into a rural pond or creek.This campaign pulled the Mountain Dew brand into more contemporary terrain, exclusively it was still too rural to get much traction in the suburbs. So in the 1980s, PepsiCo directly targeted suburban teenagers with a new campaign called demesne Cool. The creative idea was to mar ry the popular athletic endeavors of suburban kids (cool) with Mountain Dews active rural lifestyle (country), all punctuated by the refreshing Dew plunge. Ads skylarkd anthropoid teens performing on skateboards, mountain bikes, and BMX bikes. A new tune was crafted for the occasion Being cool youll find is a state of mind. Your refreshing attitude. Things get hot. Cool is all you got. Dewin itcountry cool. So chill on out when the heat comes on. With a cool, smooth Mountain Dew. Dewin it Country Cool. Mountain Dew. Dewin it Country Cool.BBDO jettisoned the country component of the campaign in 1991 to build an entire campaign around athletic stunts. This advertising departed dramatically from anything that BBDO had produced in the previous sixteen years. The fill ins featured dared fell maneuvers of sports wish well windsurfing, rollerblading, motocross cycling, and paragliding. The closely-framed shots, which put4Mountain Dew Selecting New Creative502-040the viewer in the middl e of the action, also suggested excitement and energy. The spots were set to aggressive rock music rather than studio jingles. In 1992, a new song called Get Vertical is introduced with the lyrics Aint no doubt about the power of dew, got the airborne thrust of rocket fuel.Cultural TrendsPepsiCo and BBDO managers paid close direction to cultural trends. They were particularly focused on track music and sports trends since these activities were so central to youth culture. Music. Three musical trends dominated the airwaves in the 1990s. Rap music exploded to become the most popular genre in the country. At first, gangsta rap, which flaunted misogynistic and violent lyrics, was said to represent the reality of life in the hood (the American ghetto). From 1992 onward, gangsta rap broke out with a lighter effective and slightly less aggressive lyrics, sometimes called gangsta-lite, that made the music much more accessible while maintaining the forbidding connotations. By 1993, media coverage of the travails of celebrity rappers equivalent Snoop Doggy Dog and Tupac Shakur ruled not only the music magazines but People and Newsweek. Rap music, and the hip-hop lifestyle of which it was a part, permeated teen life. MTVs program Yo MTV Raps and specialtymagazines like The Source and Vibe became mainstream cultural venues. By 1999, rap remained very popular amongst mannish teens, especially in urban areas, though its Top 40 call down had subsided somewhat.At roughly the same time, the alternative rock music persuasion, which throughout the 1980s existed as a small subcultural scene found mostly on college campuses, also exploded. Two Seattle bandsNirvana and Pearl Jamput CDs at the top of the charts with aggressive and emotive music that unite equal parts punk and heavy metal. The media tagged this music grunge and anointed Seattle as grunge headquarters. Grunge was marketed heavily by the culture industries music labels put out dozens of grunge bands, films that displayed the grunge attitude appeared, and fashion runways and J.C. Pennys stores were clogged with flannel shirts and clothes that had the look of the vintage Salvation array gear that was the uniform of the grunge scene. Grunge faded in its influence in part due to the death of its most talented lead actor when Nirvanas Kurt Cobain committed suicide in 1995.Later in 1990s, techno music began making significant inroads into American youth culture. Invented in the 1980s as house music in low-budget studios of Chicago and Detroit, this beatdriven dance music became the lifeblood of dance parties called raves in places like London and the Spanish island of Ibiza. Raves quickly spread throughout continental Europe and beyond. Raves were all-night dancing marathons often set up in warehouses, exotic outdoor locales, and other improvised spaces. Raves attracted young people, mostly teens, who danced for hours at a time, not in pairs, but in free-form groups. The highly rhythmic music a nd long-winded dancing combined to produce for some fans an ecstatic trance-like state. The music was produced closely entirely by disk jockeys sampling records with tape loops and other electronic tricks. Many sub-genres have since emerged that mix-and-match musical styles from around the world. Part of the scene was a drug called ecstasy, a drug that induces promiscuous affection, sensory overload, and euphoria. And, to keep the energy flowing all night, the dancers demanded energizing drinks. In particular, an enterprising Austrian company marketed Red Bull, a drink that was once an Asian hangover cure, as a rave stimulant. Either straight or mixed with vodka, Red Bull became the rave drink ofchoice. Raves diffused rather late to the United States, but proved to be most popular in the major metropolitan areas.5502-040Mountain Dew Selecting New CreativeSports. The so-called alternative sports took off in the early 1990s. Teen enthusiasts transformed casual hobby activitiesmounta in biking, skateboarding, paragliding, BMX biking, and in-line skatinginto highly technical, creative, and often insidious sports. Snowboarding became an overnight hit with teens. Bungee jump was a fad that disappeared quickly. As these sports became increasingly risky and creative, they began to attract spectators. So-called extreme sports skiing down extremely steep terrain or jumping off tall buildings with a parachutewere covered by ESPN. ESPN also aggressively promoted circuits and tournaments to professionalize these new sports, which culminated in the utmost(prenominal) Games in 1994, a non-traditional Olympics of sorts. Mountain Dew was one of the founding lead sponsors of the Extreme Games, which later became the X Games. Later, NBC followed with the Gravity Games, and MTV also began to cover these sports. Grunge music, more aggressive styles of rap, and various hybrids were prominent aural expressions of these sports.GenX Ethos. During the 1990s, teens and young adults evinced a growing cynicism toward the dominant work-oriented values of the previous generation and toward corporations more generally. They found that working hard to get ahead in terms of salary and occupational prestige was harder to swallow in an era of corporate reengineering. Their cynicism also extended to corporations themselves and their marketing efforts. As this cohort became increasingly knowl go onable about how marketing worked and increasingly jaded about why brands were popular, they were not avocationed in listening to sales messages that tried to stockpile them into believing a particular brand of soft drink or beer was cool. Instead, these youth adopted a campyinterest in non-trendy products, television programs, and music of previous eras. As these odd new tastes became commercialized in programming like Nickelodeon cable channels Nick at Nite serialwhich featured less-than-notable programming from the 1950s-1970s retro was born.The Do the Dew CampaignIn 1992, senior management at PepsiCo sensed an opportunity to increase business on Diet Mountain Dew. Diet Mountain Dews distribution was limited mostly to the rural regions where the brand was strongest, even though regular Dew was now a national brand. Diet Mountain Dew performed very well on product tests versus other diet drinks in the category because the heavy citrus flavor did a separate job of masking the undesirable taste of the artificial sweetener. So PepsiCo allocated money for incremental advertising to support an effort to expand Diet Mountain Dew distribution. Bill Bruce, then a junior copywriter working on several(prenominal) brands, was assigned to the project. The strategy statements that guided the initial creative idea and subsequent spots in the campaign are reported in Exhibit 3. Bruce came up with the Do Diet Dew tag line (which soon evolved into Do the Dew to support the entire brand) and several new ideas to embellish what BBDO had begun with the Get Vertical camp aign.The first breakthrough ad of the new campaign, Done That, features a hair-raising shot of a guy jumping off the brink of a cliff to take a free-fall toward the narrow canyons river bottom, set to throbbing grunge music. This was the first ad to feature the Dew Dudesfour young guys who are witnessing the daredevil stunts presented in the ad and commenting on them. Done That became a huge hit, capturing the countrys imagination. The ad was widely parodied and the say been there, done that entered the vernacular. For 1994 and 1995, BBDO produced three carbon-copy pool-outs1 of Done That. By 1995, after two years of these ads, consumer interest in the creative was1 The noun pool-out is derived from a verb that is particular to the advertising business to pool out. The idea is to developa pool of ads that are all closely related derivations from the same creative idea. Some advertisers feel that pools hold open a6Mountain Dew Selecting New Creative502-040fading fast. According to Jeff Mordos, if the creative hadnt moved to another idea that year, consumers flagging interest and the potential of a revolt by PepsiCo bottlers likely would have forced PepsiCo to develop an entirely new campaign.For 1995, three of four spots produced relied upon different creative ideas. One of these spots, Mel Torme, became the second hit of the campaign. The spot was a parody featuring the aging Vegas lounge singer Mel Torme, tuxedo-clad atop a Vegas hotel crooning I Get a Kick out of You, with lyrics altered to incorporate Mountain Dew references. He impresses the Dew Dudes with a base jump of his own. Similar ads followed. In 007, a teenage James adhesiveness engages in a frantic pursuit scene with typical Bond stunts, accompanied by the familiar Bond theme music. The Dew Dudes are not move until Bond comes upon a Mountain Dew vending machine. In Training, brash lawn tennis wizard Andre Agassi performs extreme stunts as training exercises, and then plays an extreme game of tennis with the Dew Dudes as his coaches.In 1997, BBDO came up with two breakthrough spots. The director of Nirvanas classic music video Smells Like Teen Spirit was hired to direct thank Heaven, which mimics a music video. The spot stars the lead singer of an alternative rock band called Ruby. She sings a punked-up version of the classic song Thank Heaven for Little Girls, in which the grunge style suggests the little girls of old have been replaced by the feminine brand of aggressiveness presented in the ad. Jackie Chan deploys the Hong Kong movie stars patented martial arts with humorous stunts into the campaignsjaded, seen it already motif. The ad begins in the midst of what seems like a classic chase scene from a Chan film with lots of harrowing action. When Chan faces down his enemy, the Dew Dudes magically appear as Confucian wisemen who assist Chan with cans of Mountain Dew. Other ads produced were significantly less effective. Scream, a high-speed amalgam of extreme spor ts shots that are organized to answer the lead-in questionWhat is a Mountain Dew?did not fare well. And Michael Johnson, a spot developed to broaden Dews appeal in the African-American community, did not meet the companys expectations.By 1998, PepsiCo managers worried that the advertising was becoming too predictable. In particular, they were concerned that the use of alternative sports was becoming less impactful due to oversaturation. Many other brands, including companies like Bagel Bites, AT&T, Gillette Extreme Deodorant, and Slim Jims sound off jerky snacks, were now major sponsors of alternative sports. To keep the campaign fresh, they needed to find alternative ways to express Mountain Dews distinctive features. park Attendant, produced in 1999, was a solid effort at advancing toward an alternative expression. The spot features a parking attendant who takes liberties when parking a BMW handed off by a stuffy businessman. The kid drives as if in a police chase, flying from on e building to another, accompanied by a frenetic surf instrumental that had been featured in Quentin Tarantinos Pulp Fiction a few years prior.Mountain Dew Market ResearchMountain Dews distinctive demographic profile reflected the brands historic popularity in the NASCAR belt (see the Brand Development Index Map in Exhibit 4 and lifestyle analysis in Exhibit 5a). And Mountain Dew had much lower penetration of the total population than its major competitors. But its consumers were the most loyal in the category. Mountain Dew had the highest gatekeeping rating of all CSDsit was the drink that mothers tried the hardest to keep out of themore consistent campaign while others feel that the ads become too conventional when they are so similar. Regardless, there is a great temptation when an ad breaks through and becomes a hit to develop pool-outs to extend thepopularity.7502-040Mountain Dew Selecting New Creativestomachs of their children. Periodically, the PepsiCo look department fiel ded a major study to assess the health of the brand, and to direct any fine-tuning. A 1997 brand fitness study profiled the status of the Dew brand versus its major competitors (Exhibits 6a-d). PepsiCo monitored both the effectiveness of individual ads, as well as the cumulative impact of advertising on the overall health of the Mountain Dew brand. The contribution made by a single ad toward building brand equity was notoriously challenging to measure. Both quantitative and qualitative research provided data from which managers make useful inferences. But Pepsi managers had yet to find a research method that was accurate bounteous to rely upon to provide definitive judgments on ad effectiveness. PepsiCo routinely gathered a wide variety of data that hinted at an ads impact.In addition to formal research, managers monitored talk value or buzzthe extent to which the ad has been picked up by the mass media. In particular, The Tonight Show and David Letterman were useful barometers. Fe edback from the Mountain Dew website, unofficial websites, and the brands 800 number were important gauges as well. In addition, PepsiCo carefully monitored how the salesforce and bottlers responded to the ads, since they were getting direct feedback from their customers. PepsiCo managers used all these data as filters. But, ultimately, the evaluation of advertising rested on managerial judgement. Based on their past date with the brand and with advertising across many brands, managers made a reasoned evaluation.However, PepsiCo managers did rely on market research to assess the cumulative impact of advertising on the brand. Because many other factorsespecially pricing and retail display activityhad an immediate short impact on sales, it was often difficult to draw causal relationships between advertising and sales. But advertising campaigns dodirectly impact how the brand is perceived. And these perceptions, in turn, drive sales. So PepsiCo had assembled a set of what they termed key performance indicators (KPIs), intermediate measures that were directly impacted by advertising and that had been proven to significantly impact sales. Managers bring in KPIs, also referred to as brand health measures, both for teens and for 20-39 year olds. But managers were particularly concerned with brand health amongst teens because at this age soft drink consumers often moved from experimenting with a variety of drinks to becoming loyal lifetime drinkers of a single soda.The latest study, conducted in the spring of 1999, reported Mountain Dews teen KPIs. Dew improved 6 points on Dew Tastes Better (to 48% versus a year ago). Unaided brand awareness had dropped 5 points (to 39%). For someone like me had increased 5 points (to 53%). And Dew Drinkers are Cool increased 5 points (to 64%).2000 PlanningIn 1999, Mountain Dew became the third largest carbonated soft drink at retail, overtaking Diet Coke. However, part of this success in gaining share had to do with the sustained w eakness of Pepsi and Coke. In 1999, the problems that the colas were facing seemed to be spreading to Mountain Dew, Sprite, and Dr. Pepper. All of the leading CSDs began to show real weakness as alternative non-carbonated drinks began to attract a great deal of ravel, especially amongst teens. While Mountain Dew sales began to lag, all of the brand health indicators remained strong. And the advertising continued to significantly outperform competition. In planning for 2000, Moffitt and his senior management were particularly concerned with two dilemmasHow to keep the Do the Dew campaign working hard to build the brand given that extreme sports were becoming overexposedHow to respond to the growing threat of non-CSDs, especially Gatorade and the new highlycaffeinated and sweetened energy drinks like Red BullMountain Dew Selecting New Creative502-040A detailed strategy statement was developed by Moffitts team at Pepsi-Cola North America, in conjunction with the account team at BBDO New York led by Cathy Israelevitz. This strategy was boiled down to a single sentence to focus the development of new creative Symbolize that drinking Mountain Dew is an exhilarating experience. This document was used to brief Bruce and his creative team (Exhibit 7).Exhibit 7Mountain Dew FY 2000 Brand communications StrategyObjective Expand appeal of Mountain Dew to new users while reinforcing it among current users Positioning To 18 year old males, who embrace excitement, adventure and fun, Mountain Dew is the great tasting carbonated soft drink that exhilarates like no other because it is energizing, thirstquenching, and has a one-of-a-kind citrus flavor. Communication Strategy Symbolize that drinking Mountain Dew is an exhilarating experience. Target Male Teens18 year-old epicenterEnsure appeal amongst 20-39 year olds (current users)Drive universal appeal (white, African-American, Hispanic, and other ethnic)Product BenefitsEnergizingEmotional BenefitsExhilarationPersonalityIrrev erentQuenchingExcitementDaringGreat TasteFunSource PepsiCo exceedingly pealingIn addition to these strategic issues, Moffitt had to consider carefully where these ads would be broadcast. Mountain Dews national media plan focused on a young audience. Typical buys would include MTV, The Simpsons, and ESPN during alternative sports broadcasts. However, with its long run of sales increases in the 1990s, Mountain Dew was becoming less of a niche brand. Partly in lore of this expanding customer base and partly to celebrate within the company Dews arrival as the third most popular CSD, top management firm to feature Mountain Dew rather than Pepsi during the exceedingly Bowl.The passing Bowl had for decades been a hugely influential event for advertisers. The game drew the biggest audience of the year and the ads received an amazing amount of attention. In recent years, the frenzy around the advertising had grown disproportionately to the game itself. The media paid almost as much att ention to the ads shown as to the teams and players.The networks interviewed the advertisers and the stars of the ads, and even replayed the ads on their programs. So a Super Bowl ad now had a huge ripple effect in free public relations. In addition, the Super Bowl was an extremely important contest for advertisers and especially for ad agencies. To win the9502-040Mountain Dew Selecting New CreativeSuper Bowl (to be voted the top ad in the regular army Today Ad Meter poll reported in the newspaper the following day) was a prestigious honor within the industry. Finally, Super Bowl ads provided a powerful sales tool to motivate retailers and distributors. PepsiCo and other grocery products advertisers used their annual Super Bowl advertising to sell in retail displays. Super Bowl advertising, as a result, had become a distinctive genre within advertising. The demographically respective(a) audience demanded advertising with hooks that were easily understood. Insider humor did not wor k. While MTV ads could talk in a colloquial language to teens, Super Bowl ads could not afford this luxury. Second, the heated competition to win the affection of the audience had led to big productions that would stand out against an ever-more impressive set of competitors.The New CreativeBruce and Cassar had just finished presenting ten new ad concepts for PepsiCo to evaluate. For each concept, PepsiCo managers were given a storyboarda script and a set of rough pencil sketches that depicted the most important scenes. Bruce and Cassar talked through each storyboard to help the client imagine how the ad would look if it were produced. The storyboard served as the skeletal outline of the ad. The creatives put flesh on these finger cymbals by describing in detail the characters, the action, how the scene is depicted, and the music. Of the ten new concepts, Moffitt and his senior managers hoped to select three ads to produce.The two best ads would run on theSuper Bowl and then all thre e ads would be broadcast throughout 2000. It was already October, so there was barely enough time to produce the ads presented to get them on the Super Bowl. Asking Bruce to try again was not an option. The ten initial concepts were quickly whittled down to five finalists. 1) Labor of Love. A humorous spot about the birth of a Dew drinker. The doctor in the delivery room calls out code green and retreats to catch with a baseball mitt the baby as it shoots out of its mother like a cannon.2) Cheetah. One of the Dew Dudes chases down a cheetah on a mountain bike. The cheetah, running on the African plain, has stolen his Dew and he wants it back. He tackles the cat, pulls the can out of the cats stomach, but finds that its empty and full of holes. 3) Dew or Die. The Dew Dudes are called in to foil the plot of an evil villain who is threatening to blow up the planet. Performing daredevil maneuvers down a mountain, they get sidetracked in a ski lodge with some girls, but accidentally save the world anyway, powered by a spilt can of Dew.4) Mock Opera. A parody of the Queen song Bohemian Rhapsody sung by the Dew Dudes who mock the cover of the original Queen album. The ad portrays the story of the altered lyrics alternative sports action in which the athletes just miss cans of Dew as they shoot by. 5) Showstopper. A take-off on an extravagantly choreographed production number that mimics a Buzby Berkeley musical/dance film from the 1930s. The dancers are silver-clad BMX riders and skateboarders who perform for the Dew Dudes posing as directors. PepsiCo viewed the evaluation of new creative as the most challenging aspect of brand management.Unlike decisions on new product ideas, consumer promotions, or product improvements, there was no market research or marketplace data to guide the decision. Junior managers typically did not sit in the agency presentations as they were not yet seasoned enough to judge creative work. PepsiCo believed that managers first had to gain k nowledge of how advertising 10Mountain Dew Selecting New Creative502-040worked to build brands through years of seasoning and tutorials on several of the companys brands. So Scott Moffitt was the most junior person in the room. The skills and judgment that he demonstrated would be key to moving up the ladder at PepsiCo. Bill Bruce finished presenting his last storyboard and scanned the room to lock eyes with the PepsiCo executives who would be deciding the fate of his ideas. Scott Moffitt didnt return the gaze. Instead he looked anxiously at his superiors, knowing that the spotlight would next focus on him.This was his chance to prove himself not only to PepsiCo senior management, but also to BBDO. BBDOs senior managers had become influential advisors, whom PepsiCos top marketing executives routinely relied upon to help guide branding decisions. With six years of experience under his belt, this was Moffitts chance to earn their respect as a contributing member to these critical disc ussions. Moffitt was eager to make a strong impression with nuanced and well-reasoned evaluations. Following long-standing communications protocol in packaged goods companies, the junior manager at the table gets the first crack at evaluating the creative. Moffitt cleared his throat, complimented Bruce on the high quality of the new work he had presented, and began his evaluation.11502-040Exhibit 1-12-CSD sales/Share(Million Cases/Percent Market)1990CokePepsiDiet CokeDiet PepsiSpriteDr. PepperMountainDew7-UPSurgeMello Yello199119921993199419951996199719981999 (Est.)Sales Share1,565.5 20.11,370.0 17.6726.9 9.3490.0 6.3295.0 3.8364.8 4.7300.0 3.9Sales Share1,597.9 20.11,338.0 16.9741.2 9.3500.0 6.3313.1 3.9385.3 4.9327.5 4.1Sales Share1,613.9 20.11,327.3 16.5732.6 9.1509.5 6.4328.1 4.1414.0 5.2351.1 4.4Sales Share1,680.4 20.21,305.9 15.7740.6 8.9491.5 5.9357.6 4.3445.6 5.4387.6 4.7Sales Share1,776.7 20.41,310.0 15.0767.6 8.8511.2 5.9396.3 4.5485.1 5.6455.0 5.2Sales Share1,868.6 20.81 ,344.3 15.0793.0 8.8521.4 5.8460.3 5.1515.0 5.7509.6 5.7Sales Share1,929.2 20.81,384.6 14.9811.4 8.7541.5 5.8529.8 5.7536.8 5.8535.6 5.8Sales Share1,978.2 20.61,391.5 14.5819.0 8.5523.5 5.5598.0 6.2566.8 5.9605.2 6.3Sales Share2,037.5 20.61,399.8 14.2851.8 8.6529.7 5.4651.8 6.6599.4 6.1665.1 6.7Sales Share2,018.0 20.31,371.8 13.8843.0 8.5503.0 5.1671.5 6.8630.0 6.3705.0 7.1211.5 2.7207.742.92.6211.349.52.6209.959.52.564.0221.52.564.6219.92.561.6217.72.359.0216.769.046.62.3210.951.842.42.1204.926.741.62.1Source Maxwell ReportExhibit 2Advertising Spending Television MediaMajor CSDs ($MM)CokePepsiMountainDewSpriteDr. Pepper7-UpSurge1990$157.4$129.8$ 12.91991$139.9$141.3$ 20.01992$168.1$137.8$ 25.91993$131.1$144.0$ 29.11994$161.5$120.6$ 30.31995$124.7$133.1$ 38.31996$199.8$ 98.1$ 40.41997$156.8$133.1$ 43.11998$140.4$140.5$ 50.31999$167.7$165.9$ 45.02000 (Est.)$208.3$159.6$ 55.9$ 32.0$ 32.2$ 38.8$ 0.0$ 36.1$ 49.3$ 37.4$ 0.0$ 27.5$ 50.1$ 23.7$ 0.0$ 26.9$ 52.8$ 29.4$ 0.0$ 36.0$ 61.5$ 27.3$ 0.0$ 54.6$ 65.4$ 23.2$ 0.0$ 57.9$ 67.9$ 33.1$ 0.0$$$$$$$$$ 69.9$102.4$ 38.7$ 19.6$ 87.7$106.8$ 45.1$ 0.2Source Competitive Media Reports60.681.038.715.556.286.827.021.0502-040Exhibit 3Mountain Dew Brand Communications Strategies (1993-1999)Objective1993-941995-13-Increase awareness and trial of Mountain DewDistinguish Mt. Dew within the competitive environmentthrough contemporary communication of the trademarksdistinct, historical positioningStrategyTargetYou can have the most thrilling, exciting, intrepidexperience but it will never compete with theexperience of a Mt. DewMale teens/young adultsYou can have the most thrilling, exciting, daringexperience but it will never compete with theexperience of a Mt. DewBulls eye 18 yr. old leading edge maleExecutional Direction-Distinct campaign with Dew equityconsistency-Leverage full tilt taste and rush aspoint of differenceBroad 12-29 year olds-Shift to a unified trademark focusmodeled after Do Diet Dew-Explore outdoor settings-Predomina nt male, mid-20s casting-Preserve balance between outlandishand realistic actions/sports19961997optimize Dews positioning equity among the target in ahighly relevant and contemporary manner(You can have the most thrilling, exciting, daringexperience but) theres nothing more intensethan slamming a Mt. DewBulls eye 18 yr. old leading edge maleOptimize Dews positioning equity among the target in ahighly relevant and contemporary manner(You can have the most thrilling, exciting, daringexperience but) theres nothing more intensethan slamming a Mt. DewBulls eye 18 yr. old leading edge male mate Mt. Dew with thrilling and exhilaratingadventures in a light-hearted mannerBulls eye 18 yr. old leading edge male-Strengthen brand perceptions among AABroad 12-29 year oldsBroad 12-29 year olds-Bring Do the Dew trademark campaignto the next level-Continue Do the Dew trademarkcampaign and encompass the Mt. Dewexperience-Encourage product trial where familiarity is low1998Build badge value and authen tic, true Icon status for Mt.Dew in the world of youth-targeted consumer goodsBroad 12-29 male/female-Evolve the Do the Dew campaignagainst core target with fresh andrelevant copy-Develop ethnically-targeted crossappeal spot-Enhance product perception1999Optimize relevance of Dews positioning among the targetAssociate Mt. Dew with the exhilarating intensity oflifes most exciting, fun adventuresMale Teens (16 yr. old epicenter)Develop pool of Do the Dew executions-Invite teen girls while continuing as maleCSD-Explore other metaphors beyondalternative sports to express exhilaratingintensity-Maintain cross-over appeal among 2039 year olds-One execution should have AA/urbanrelevance-Communicate quenching-Inclusion of water-greenery elements notmandatorySource PepsiCo502-040Exhibit 4Mountain Dew Brand Development Index MapSource BBDO New York-14-502-040Exhibit 5aSpectra life style Analysis agglomerate DEWCONSUMPTIONINDEXLIFESTAGESPECTRALIFESTYLE18-34 W/Kids18-34 W/O Kids35-54 W/Kids35-5 4 W/O Kids55-6465+Total LifestyleUpscale Suburbs827710156451364Traditional Families11812116079423596Mid UpscaleSuburbs10111110871641866Metro Elite1398514147472172Working ClassTowns2371392421216742139 folksy Towns &Farms2251532121419139140Mid Urban MeltingPot1481049752493174Downscale untaught3091422911278743158Downscale Urban999810773553276Total Lifestage171112165836131 hundredSource AC Nielsen Product Library 11/97 to 11/99-15-502-040Exhibit 5bMountain Dew Selecting New CreativeLifestyle GlossaryLifestyle GlossaryUpscale SuburbsThe American Dream, a nice house in a nice suburban neighborhood.College-educated executives and professionals who index high on travel, eating out, playing golf, going to health clubs, buying imported cars, watching/reading business and news. Low African-American and Hispanic. High income.Traditional FamiliesLike Upscale Suburbs, but lower socio-economic level. Mix of lower level administrators and professionals with well-paid raunchy-collar. Index high on gardening, DIY home improvement, driving SUVs, camping, classic rock, sports radio. Low African-American and Hispanic. Mid-high income. Mid/Upscale Suburbs pass away in first-generation suburbs that are now part of the urban fringe. Lower income than Traditional Families, but more college-educated and white collar. Index high on baseball fans, casino gambling, using internet, attending live theatre, reading science and technology, listening/watching news. Low African-American and Hispanic. Mid-high income.Metro EliteYounger and more urban, college-educated, ethnically diverse. precise attuned to new fashions. Geographically mobile. Index high on health clubs, bars and night clubs, fashion magazines, VH-1, music, film, computers. Middle income.Working Class TownsWell paid blue collar families living in suburbs of smaller cities. Index high on auto racing, fishing, hunting, country music, camping, televised sports. Own trucks or minivans. Low African-American and Hispanic. Middle in come.Rural Towns & FarmsSmall towns mostly in the middle of the country, dominated by blue-collar and agricultural work. Index high on rodeos, fishing, woodworking, chaw tobacco, wrestling, camping, country music, TV movies, USA and TNN channels. Dont read magazines and newspapers. Low African-American. Lower income. Mid Urban Melting PotUrban multi-ethnic neighborhoods. Old European ethnic enclaves and new Asian immigrants, mixed with African-American and Hispanic neighborhoods. Index high on menthol cigarettes, dance music, boxing, pro basketball, lottery, Home Shopping Network, heavy TV viewing, urban contemporary radio. Lower income, low college, service industries.Downscale RuralPoor rural areas in Appalachia, throughout the South, and the Plains States. This socially conservative and religious area is sometimes called the book of account belt While indexing high African-American, these are very segregated neighborhoods with little racial mixing. Lowest on education, occupati on, income, housing. Index high on trucks, chewing tobacco, belonging to veterans club, target shooting, tractor pulls, country music, fishing and hunting., daytime drama TV programs.Downscale UrbanSame socioeconomic profile as Downscale Rural but very different cultural profile, more similar to Mid-Urban Melting Pot. Mostly African-American and Hispanic urban neighborhoods. Source AC Nielsen Product Library 11/97 to 11/9916502-040Exhibit 6aBrand Imagery Mountain DewProductImagery*Too sweetMost entertaining adsFun to drinkIntense experienceLots of flavorWhen need energy boostIn mood for something different*At a sporting eventUserImagery(54%)PsychographicImageryAdventurousWildActiveDaring*CourageousExcitingFree-spiritedRebelliousSpontaneous athleticYouthfulCoolHip*Out-going(Someone youd spendtime with)Source BBDO New York-17-502-040Exhibit 6bBrand Imagery SurgeProductImagery* send wordt relate to ads*Low quality product*Not always availableUniqueIntense experience*Tastes artificial When need energy boostIn mood for somethingdifferentSource BBDO New YorkUserImagery(49%)PsychographicImageryWildRebelliousDaringAdventurousActiveUp-to-date athletic*TrendyYouthful*Leading-edgeExcitingSpontaneousIndividualistic*PowerfulHipIn style-18-502-040Exhibit 6cBrand Imagery 7 UpProductImagery*Least fatteningLowest caloriesLow in atomic number 11*Too little flavor*Not sweet enough*Not fill up*Healthy/good for youMost refreshingSource BBDO New YorkUserImagery(48%)PsychographicImagerySensitiveRelaxedPeaceful*HealthyFeminineKind*Nurturing(Nice)(Loyal)(Cooperative)-19-502-040Exhibit 6dBrand Imagery SpriteProduct ImageryLowest caloriesMost refreshing*Thirst quenching*Goes down easyLow in sodiumIn a nice restaurant*After exercise/sports(In the evening)(In the morning)Imagery(56%)PsychographicImageryFeminineSensitivePeaceful*NiceRelaxedFree-spirited*Cooperative*Friendly* intelligentKind(Innovative)

Poem “Frankie and Johnnie” Essay

The speaker of the poem Frankie and Johnnie is telling the level of two people that were in a relationship, where Johnnie was bearded darnel on Frankie, and then Frankie kills Johnnie. The poem starts out telling the readert he backstory of Frankie and Johnnie. The speaker says that Frankie and Johnnie were loversThey swore to be true to each other/ As true as the hawk above (ll.1,3-4)Then it goes on to say that Frankie bought Johnnie a lot of nice, expensive things and gave him a lot, if not all, of her money for presumably no particular reason. After that, Frankie goes away to Memphis for few reason and when she fuck offs back, she learns that Johnnie has been cheating on her this whole time. Frankie Gave her money to Johnnie, /he spent it on those parlour whores (ll. 23-24).Then Frankie goes down to a bar and asks the barman if Johnnie had been thither. The bartender says he had and he had been with a girl name Nellie Bly. She said Oh, Mr. Bar-tender, / has my loving Johnnie been here? / He is my man and hes done me wrong./But I saw Johnnie an hour ago/with a girl named Nellie Bly (ll.28-30, 33-34). Frankie then goes to the pawn shop and bought a gun. Frankie went to the hock-shop, /Bought her a big forty-four (ll.36-37). She finds Johnnie at a topical anaesthetic brothel with Nellie Bly and goes upstairs and shoots him. Frankie went down to the hook-shop,/ there she saw her Johnnie / loving up Nellie Bly/Roota-toot-toot, three times she shoot (ll.41, 43-44, 63)Frankie then goes on to tell everyone to bring a hearse and she would bury Johnnie, and then to call the police and lock her up for murder. Bring out your rubber-tyred hack, / Ill take my man to the graveyard, / but I wont bring him back / Bring round a hundred policemen, / bring em round to-day, / and lock me in that jail-house (ll.77-79, 86-88). But before the police come she goes and tries to apologize to Mrs. Halcome but she wont accept it. Then Frankie goes to look at Johnnie in his casket and wishes she could trade places. Looked down at his face, / Said, Oh, Lord, have gentleness on me, /Id alike to take his place (ll.107-109). Finally, Frankie goes to jail and then gets hanged for killing Johnnie. The Sheriff took Frankie to the gallows, / Hung her until she died, / they hung her for killing Johnnie, (ll. 121-123)There are a few cases of tropical language in this poem. Lovers (l. 1), swore (l. 2), true (l. 2), gave (l.8) are all positive words that make you believe that they have a good, healthy relationship. But words like wrong (l. 5), shot (l.39), hurts (l. 74), hack (l. 77), hearses (l. 81), graveyard (l.83), and coffin (l. 106) are all negative words that lead you to the conclusion of Johnnies death.The theme of the poem is that there are always consequences for mistakes that you make. Both Johnnies and Frankies punishment was death for what they had done. Even though most consequences arent this harsh, the author exaggerates this so he could develop his point.This poem is tied to the real world because this poem is based on a true story of a woman named Frankie Baker, who was a prostitute, and how she killed Allen Britt, who was her pimp. Over the years, the story has had its discrepancies and a lot of the facts have changed, but the overall message is the same.

Elaine

Xiamen university is not onlyl one among the prestigious 21 1 and 985 project universities. but also specialized In accounting profession. Career Objective Seeking for a challenging position in an organization that will allow me to display my xperience and good problem resolve skills to make a company grow by solving their problems.Looking forward to, use my skills for the betterment of the company and to increase my potential as well. Work arrive Deloitte Touche Tohmatsu Limited 10/2012-present Auditor Taiwan, Taipei My experience continues with cross-functional teams on statuary audits, half yearly reviews, financial advisory projects etc. with China Development fiscal Holding. Deloitte honed me professionally by giving me extensive experience In undertaking he following responsibilities C Review and audit financial Information for stakeholders.Evaluate the effectiveness and competency of the internal control of clients. ? Communicate with clients to accomplish tasks effectively and efficiently. ? Encourge my colleagues when they were under great pressure. Ernst & Young Global Limited 07/201 1 -08/201 1 Intern C Helped colleagues to deal with the close to 300 confirmations of the client Cathay Life Insurance Co. , Ltd. In 2days. o corrected a number when the last time footing before the notion the financial tatement for clients. ASUSTeK Computer Inc.

Bharati Mukherjee

Bharati Mukherjee was born to a wealthy Hindu family on July 27, 1940 in Calcutta India (Shilpi, 1998). She was the second of the three daughters of a chemist Sudhur Lal and her m different was Bina Mukharfee. She fatigued her prototypal octette years with her extended family of about 30 -40 people. She has a family that is supportive and evermore loves education, so she and her siblings always have abundant opportunities to pursue their schoolman career. She schooled at Anglicized Bengale School between 1944 and 1948. Later, her father relocated to England due to change in job and she lived there until 1951.This gave her the chances to explore, expand, and acquire more skills in English language. By the time she was ten years old, she had written galore(postnominal) short stories and had even known that she was going to be a writers. She graduated with B. A honour from university of Calcutta in 1959, she also did her master in English and Ancient culture from University of Bar oda in1961 (Shilpi, 1998). She was awarded a scholarship from university of Iowa to study and earn her M. F. A. in the year she got married a Canadian writers Clerk Blaise. The courtship of which was not up to 2 weeks.She later got her PhD in English and comparative intensive from University of Iowa in 1969. Prior to her PhD, she travelled with her husband to Canada and became a naturalist citizen. In Canada, she had bad times and the life there was unbearable for her because of their discrimination to some certain people called visible minority (University of Minnesota, 2006). Having g wiz with many things in Canada, she decided to relocate to the United States She has been described as a distinguish woman, who had bypast through a lot both the in force(p) times and the bad times.She has stated it clearly that she is an American writer of Indian origin and that she utterly rejects the hyphenation of her plump forground i. e. India-American writer. She called herself an immigran t in the country of immigrant. She is currently been famous as a professor of English language in the University of California. Achievements She focused mainly on the phenomenon of migration. (Shilpi, 1998) which revealed the significance of people migrating from one country to another and the feelings they always feels i. e. feelings of alienation.It also reflects Indian culture. Her writings were based on her personal experience first as an exile from India, an immigrant to Canada and then an immigrant to the United States. Presently she has authored about eight novels and many short stories and at the same time co-authored two books with her husband. She was the first naturalised U. S citizen to win the National Book Critics Circle Awards for best allegory (http//www. ou. edu/worldlit/neustadt-2008jurors. htm). While at Canada, she was able to come up with two good novels despite her condition then i.e. the Tigers Daughter-which describe the story of a girl who went back to her home town India after many years of loosing contact with home. But all she met and gained was poverty and penury. This story described her personal experience in the first year of her marriage, and her venture back into her home town. Later she wrote invisible woman and the sorrow and terror in conjunction with her husband, to describe her personal experience when she was in the racist land of Canada to the extent that she was still humiliated even as a professor (Shilpi, 1998).Then when she got to united state she wrote one of her short stories isolated incidents in which she critically review the Canadians perspective about people moving into their country. She even confirmed how the government officials maltreated some people from other race. In her second book titled Wife where she described a woman who out of fear and anxiety murdered her husband and later killed herself when she was check by some men. She talked about her experience when she was caught between two worlds her home and culture, and how she coped with it.She is gifted at writing novel, short stories, essays, travel literature and journalism. In one of her collections of short stories Darkness she focused on the southern Asia that desired success and want to be stable, but, fail to resolve and address the issues of prejudice and injustice. This later followed by the book that actually brought her into a lime light the Middleman and other Stories which won her an award. This was then followed by Jasmine which was the most widespread and the most read of her novels. Her new-made works comprise the Holder of the World, which was publish in 1993 and leave it to me which was produced by 1997.She has faced many critics solely on the issues she normally addresses, and even she has been criticised many times by the Indian writers that in her book she always paint India as a land that has no hope or prospects. Conclusion Having gone through the rigorous discrimination in Canada, she had found a wa y of reaching out and explaining the whole situation in her writings. This has help to greatly overturn the level of treatment the society at large expresses to their immigrants and this will also proffer good and healthy relationships among different tribes.REFERENCES Shilpi P (1998) Bharati Mukherjee http//www. english. emory. edu/Bahri/Mukherjee. hypertext mark-up language April 25, 2008 University of Minnesota (2006) Bharati Mukherjee http//voices. cla. umn. edu/vg/Bios/entries/mukherjee_bharati. html April 25, 2008 Bharati Mukherjee http//www. bbc. co. uk/worldservice/arts/features/womenwriters/mukherjee_being. shtml April 25, 2008 University of Oklahoma (May, 2008) Jurors for the 2008 Neustadt Prize http//www. ou. edu/worldlit/neustadt-2008jurors. htm April 25, 2008 Bharati Mukherjee (Sept. , 1998) Leave it to me http//www. randomhouse. com/catalog/display. pperl? isbn=9780449003961&view=rg April 26, 2008.

Case Study Wilton Petroleum Jelly Essay

If you were Morris, and if Taylor had been a c areful employee in all other areas, would you still suck up fired Taylor for committing theft? Why or why not? If I were Morris I would fire Taylor regardless if he efficiency have been a conscientious employee within the organization. Even though Taylor had the proper knowledge, skills, and abilities that are associated for Wilton Petroleum Jelly he had a negative employee personality for the send forr.The fact that Taylor displayed un honest behavior by take gas and a ten one dollar bill hammer he should be alter. As in most companies in that location is a policy that states the theft of familiarity property is grounds for dismissal. The behavior of Taylor determined that he could not be trusted in the company as an employee. Furthermore, the duty of a bowl is to enforce the policy of the organization in relationship to its corporate culture. In addition, the fact that Taylor was a good employee for the company did not jus tify the reason that he committed a crime.Fortunately, Taylor should be glad that he got terminated from the company instead of facing fine or possible jail time. Also, the ten dollar hammer that was stolen validated the grounds for termination within the organization. Taylor tried to take the a hammer that was worth 10 dollars so he should be smash for the hammer along with the fees of the amount of gas that he stole from the company. in that respect is no reason for Taylor to continue to work for the organization since he is clearly winning advantage of the company for his give birth personal gain. Employee theft is a problem in which a business can lose thousands of dollars per year.According to the authors Thomas, Kimberly, Jones, et al (2001) there was a relationship associated with employee theft and turnover rates in the restaurant indus hear. In some cases employees that were likely to steal, would to steal if they were leaving in two weeks than march on within a year o f an organization. Equally important, in a company one of roles of an organizational psychologist is to try to understand employee behaviors. The knowledge of employee behaviors whitethorn eliminate employees from stealing in the hereafter. Thus, Morris should discuss the incident about the theft to Taylor to find out the reason why Taylor stole from the company before terminating him. Next, do you think Taylor got what was orgasm to him in this case, or was he set up by Morris and thus was a victim of entrapment?Even though Morris did set him up within the company it did not excuse the fact that Taylor committed a crime at Wilton Petroleum Jelly. As in most companies the security department and managers are not capable of watching employees all the time. In some circumstances it is the employees that are the ones that report thefts that occur in most organizations. In the business Taylor knew he was committing a crime by stealing the gas in the company. Likewise, Taylor was not a ware that he was being set up for entrapment which occurs in most companies, and there are notifications of video surveillance on the premises of organizations.Morris may have had an ulterior motive in which he was trying to get Taylor terminated. Equally important, Taylor was not terminated for taking hundreds of dollars worth of gas he was terminated for the theft of a hammer. Further, there is a possibility that Taylor might not have been terminated had he not stolen the hammer. Taylor was a victim of entrapment but that does not validate his actions of company theft. Taylor may want to argue that he was setup by Morris and he might have not stolen the hammer in the first place.The problem that Taylor would have to present would be his explanation for stealing company property on his own defense. In reference to the author Dekker (2004) in order to terminate an employee fairly and employer needs to have substantial evidence against the employee. The used of devices such as camera s, telephone tapping, are substantial for employee termination. There are companies that invest thousands of dollars on security systems to reduce employee theft within their organization. Therefore, even though Taylor was entrapped he still violated company policy be stealing from Wilton Petroleum Jelly. Also, do you think that spying on the employees with peepholes and cameras to detect theft or other crime violates an ethical business principle? Why do you feel as you do?The spying of employees with though there knowledge is an invasion privacy. On the other hand, there are circumstances where it might be necessary in order to capture employees that commit corporate crimes. In a company employees need to be aware that they are observed within the company. The process of using cameras is a good theft deterrent to save company cost and shit a safer workplace environment. Further, ethics should be considered where to draw the line as far as employee surveillance. Unfortunately, in society there are many crimes that occur in the workplace that are more serious than employee theft. There are some organizations in which employees are searched when they come to work and before they leave the company. The organization should try to take all measures to prevent crimes from occurring ethically.The ethical business principles should be within the legalities of the law when it comes to video surveillance. An employee should not have to be viewed through peepholes without there knowledge. A policy needs to be developed in which all cases of surveillance are covered so the employee is well aware they are being watched. There are places that employees should never be observed such as in restrooms which would be considered unethical. The authors Crossen (1993) in most companies the solution to unethical behaviors is the monitoring of and searches of employees. The strategy may come at the privacy of the employee. Finally, the observation of employees should be ethical so that the employees rights are not violated. Too, what effect might Taylors dismissal by the company have on other employees?The effects of Taylors dismissals will subject employees to think twice about stealing from the organization. Taylor could be used as an recitation as to what happens when an employee steals from Wilton Petroleum Jelly. In a sense Morris tried his best to prevent stealing from occurring within the business by reporting the actions that happened. The actions of Morris can create a more ethical business because employees will feel as if their being monitored. Morris was determined to try every way possible to reduce unethical behaviors.There are some companies in which a personality test is given in regards to organizational theft. Unfortunately, there are some employees that have to copy the actions of others within a positive or negative manner. The dismissal of the Taylor would most likely be stated to new hires that they could get caught not matter how t ight they try to conceal unethical behavior. According to the authors Victor, Trevino, Shapiro, et al (1993) the reporting of a theft by a peer that may have been associated withorganizational responsibility, the kindle of group associates, and perceptions of justice.Actual reporting of negative behaviors was more likely to occur when peers with retribution of justice. In conclusion, the example of the employee getting terminated from the company may cause prevention. The employees may feel as if they would get caught since they do not know when their being observed within the business. The example of Taylor is beneficial in the prevention of future employee thefts in Wilton Petroleum Company.ReferencesCrossen, B. R. (1993). Managing employee unethical behavior without invading individual privacy. ledger of Business and Psychology, 8(2), 227-243. Dekker, A. (2004). Vices or Devices Employee Monitoring in the Workplace. S. Afr. Mercantile LJ, 16, 622.Thoms, P., Wolper, P., Scott, K . S., & Jones, D. (2001). The relationship between quick turnover and employee theft in the restaurant industry. Journal of Business and Psychology, 15(4), 561-577.Victor, B., Trevio, L. K., & Shapiro, D. L. (1993). Peer reporting of unethical behavior The influence of justice evaluations and social context factors. Journal of Business Ethics, 12(4), 253-263.

Gun control

Burnett states, that carbon monoxide State University allowed obscure carry on campus without any problems, and it resulted in a decrease of their crime charge per unit from 800 to 200 oer the 6 years to 2008 (Students Should put on the Right To). The concealed weapons must bring been divine serviceing the crime rate stay down in their school. Although the concealed weapons seemed like a good thought process Dickerson believes that they should non be allowed, because they would increase the crimes committed. Dickerson explains, that studies d wholeness at colleges by the F.B. I conclude that guns were employ 54% of the time to inflict violence upon deal in 272 deferent issues. On the early(a) hand would you very want to append that chance by allowing learners to convey guns on campus. College assimilators may need the eight to take hold themselves, but who is to say that they are even fledged bounteous to have their own gun on campus. A lot of college student do d olt things as a result of what others are doing. Do you really conceive of adding guns to that would be a good idea.Dickerson believes that even though students may be mature enough to have a gun, their brains are tranquil developing during this time. many an(prenominal) studies of brain development try that college students seek riskier behavior and also do non consider their consequences very well (Dickerson). Increasing the chance of risk and poor decisions y adding guns would not help out the students or the college out very well. Burnett believes that college students should be able to have a gun on campus for the reason that they should have the right to defend themselves.Burnett argues that student are holding protest to try and institute some protection for themselves through concealed carry. The idea of having classes or activities that show students how to have their gun safe and secure Is also brought up In place to try and help with getting them protection (Burne tt). On the other hand, the students do need to have more retention than just signs that wont stop any 1 from obstetrical delivery a gun and inflicting violence anyway. The telephone circuit that comes to the occasion is that the college campuses are not as safe as they are made out to be.Anyone could just cringe a gun in and do what they want with no one to stop them except the police that arrive later on. When colleges are putting up gun free zone signs all over certain student see the harm they want to do(Burnett). Burnett says one important thing through these spoken communication What is less well known is that there have been more than a dozen other college hooting since Virginia Tech. You probably didnt hear about most of them because there wasnt enough blood to earn a cover story, but each of these attacks had one thing in common.They all occurred under the same banner gun-free zone. (Burnett). The final argument by Dickerson is that having guns on the campus would cause injuries, homicides and accidental shootings. Dickerson explains this by showing that in college student age groups student have been assaulted by some other student over 696,000 different times. If student are already hurting one another while run why would allowing guns on campus make that better. It would Just cause student to do even more dumb things.Gun controlBurnett states, that Colorado State University allowed concealed carry on campus without any problems, and it resulted in a decrease of their crime rate from 800 to 200 over the 6 years to 2008 (Students Should Have the Right To). The concealed weapons must have been helping the crime rate stay down in their school. Although the concealed weapons seemed like a good idea Dickerson believes that they should not be allowed, because they would increase the crimes committed. Dickerson explains, that studies done at colleges by the F.B. I conclude that guns were used 54% of the time to inflict violence upon people in 272 defe rent issues. On the other hand would you really want to Increase that chance by allowing students to have guns on campus. College students may need the eight to defend themselves, but who is to say that they are even mature enough to have their own gun on campus. A lot of college student do stupid things as a result of what others are doing. Do you really think adding guns to that would be a good idea.Dickerson believes that even though students may be mature enough to have a gun, their brains are still developing during this time. Many studies of brain development show that college students seek riskier behavior and also do not consider their consequences very well (Dickerson). Increasing the chance of risk and poor decisions y adding guns would not help out the students or the college out very well. Burnett believes that college students should be able to have a gun on campus for the reason that they should have the right to defend themselves.Burnett argues that student are holdin g protest to try and get some protection for themselves through concealed carry. The idea of having classes or activities that show students how to have their gun safe and secure Is also brought up In order to try and help with getting them protection (Burnett). On the other hand, the students do need to have more retention than just signs that wont stop anyone from bringing a gun and inflicting violence anyway. The argument that comes to the occasion is that the college campuses are not as safe as they are made out to be.Anyone could just sneak a gun in and do what they want with no one to stop them except the police that arrive later on. When colleges are putting up gun free zone signs all over certain student see the harm they want to do(Burnett). Burnett says one important thing through these words What is less well known is that there have been more than a dozen other college hooting since Virginia Tech. You probably didnt hear about most of them because there wasnt enough bloo d to earn a cover story, but each of these attacks had one thing in common.They all occurred under the same banner gun-free zone. (Burnett). The final argument by Dickerson is that having guns on the campus would cause injuries, homicides and accidental shootings. Dickerson explains this by showing that in college student age groups student have been assaulted by another student over 696,000 different times. If student are already hurting one another while run why would allowing guns on campus make that better. It would Just cause student to do even more dumb things.Gun ControlArgumentative Essay against Gun Control Since 1980, forty-four states have passed laws allowing gun owners to carry concealed weapons outside their homes for personal protection. (Five additional states had these laws before 1980. Illinois is the sole holdout. ) A federal ban on the possession, transfer, or manufacture of semiautomatic assault weapons, passed in 1994, was allowed to guide in 2004.In 2005, Flo rida passed the Stand Your Ground law, an extension of the so-called castle doctrine, exonerating from prosecution citizens who use deadly force when confronted by an assailant, even if they could have retreated safely Stand Your Ground laws expand that protection outside the home to any place that an individual has a right to be. Twenty-four states have passed similar laws. Guns, therefore, are necessary in todays society for our protection There is no point to implement gun control considering the reality that criminals will still find a way to procure guns if they want to do so.Criminals will always make sure to have access to the guns that they need to execute their crimes successfully. They usually have connections to other influential people that tail provide them with the guns and weapons that they need in order to execute their crimes. The bottom line is that if the criminals want to have access to guns, they will be able to get them even if there is a gun control policy in place. This law will not stop them from having guns if they are larger-than-life to have them.Implementing a gun control policy will not really be effective in making all guns vanish in society. This policy will also not do anything to make guns safer in society. The reality is that guns have become necessary at present so that people can safeguard themselves, their families and their properties from any harm or danger that could be done to them by criminals. Thus, if guns are already banned in society, the people can no longer have access to something that can be very effective in ensuring their safety and security (Jacobs 2002, p. 6). It is undeniable that guns have an intimidating movement and can help prevent criminals from executing their shabbiness plans. While it may be true that people can learn self-defence to protect themselves and their families from criminals in the absence of guns, the reality is that not all people have the time and commitment to actually learn t his. They will find it hard to make the necessary adjustments and be forced to learn something that is not natural for them. Thus, the gun control policy will be more detrimental to society.It is important to also position the reality that implementing the gun control policy will not do anything to make society safer. The truth is that it is not the guns that kill people. People are the ones putting to death one another. Thus, even if there is a gun control policy in place, people will still kill others with guns that they secured illegally if they are really desperate to do so. It can also be noticed that in most cases where guns are involved, the guns were purchased illegally and therefore unregistered (Spitzer 2009, p. 24).This only proves that guns can still be acquired by people with the ill intention to kill or hurt others even if there is a gun control policy in place. Aside from this, guns can have the capability to prevent criminals from executing their crimes without them even being used by their owners. This is because the criminals will start hesitating to pursue their evil intentions once they are able to see that the people they are trying to kill or hurt also own guns to protect themselves. This is how guns can help to reduce the crime rates in society (Lott 2010, p. 38).However, if a gun control policy is in effect, all of this will not be thinkable anymore as the criminals who obtained their guns illegally will have an easier time in victimizing their targets. In addition, if a gun control policy is in effect, the criminals will scarce find ways to use other weapons so that they can still execute their evil acts. Guns are not the only weapons that can be used at present by criminals. Even the ordinary things that can be found in the environment can already be converted to good weapons by criminal at present. This reality makes the gun control policy even more futile and ridiculous.

The Hobbit Book Report

This is a story more or less the adventure of a delightful little hobbit and how he found out who he was and what he actu tout ensembley set. At first, the little hobbit Bilbo was just a normal Baggins (a family name which stands for routineers and homebodies) who lived a peaceful life in a comfortable and quiet hobbit hole full of fine furniture, delicate ornaments and a lot of food. However, everything changed when Gandalf, an centenarian wizard, gave him a visit and held and unexpected fall aparty in Bilbos hobbit hole with 13 dwarves who Bilbo had never met before.Gandalf invited Bilbo to a journey to the Lonely Mountain and to help the dwarves get back their treasure from the wicked dragon. The more Took part (Bilbos mom was a Took) of Bilbos characteristic was awaken and he, after a lot of swinging because of being a Baggins for more than 50 years, decided to go with the dwarves. During the journey, Bilbo gave up all the things that he was employ to and alsok granted fo r. Everyday, he slept on rocks and ate things like dog food he rode on horses that was too high for him and tried his best to follow the dwarves pastes.At the beginning, the dwarves had many complains about bringing a hobbit with them as Bilbo always slowed down the whole group. However, clear transformations can be seen on Bilbo as time flouted. rase though he, sometimes, still missed his cute little hobbit hole and his afternoon tea, he learned to be an adventurer and to perform his duties as a member of the group. He saved the whole team by shouting to Gandalf and he even escaped from the Goblins by himself. He won the respect from the dwarves and finally set(p) in. No one is unchangeable and thats why we keep on trying new things.During this suffice of trying, we discover new interests, new goals and new capabilities. In this case, Bilbo transformed from a domestic little hobbit into a clever burglar and a resourceful companion. He found out that what he really valued was fri endship, adventures and braveness but not an unchangeable life. Sometimes, we think we are satisfied with what we have right now because all the people around us all live identical lives. Whenever changes occur, well start I believe that in somewhere deep inside us, we all crave for adventures, different lives and a brand new world.