One can learn a great deal about the Boreal Shield by taking a trip to Sudbury

One One can learn a great deal about the Boreal Shield by taking a trip to Sudbury. It is a city in the Boreal Shield region where the lumber and mining industries dominate its economy. The paper and pulp mills and the Nickel mine are symbols of this great city. Also, the re-greening program at Sudbury is a success, making the city unique in Canada. Sudbury continues to grow and strive from the benefits of the lumber and mining industries and the world-own re-greening program. Sudbury is famous for its mines that are filled with many types of ores. After the ores are mined, they become valuable minerals such as nickel and copper. It all started when Tom Flanagan, who is a blacksmith, discovered copper sulphide while constructing the Canadian Pacific Railway back in the 1883. (Noda) These copper sulphides were believed to have come from a meteorite that had crashed near Sudbury 1. 8 billion years ago. It also created a crater, which is now called the Sudbury basin. Today, two big companies, INCO and Falcon Bridge, are the most well known for mining the valuable minerals in Sudbury. INCO has been operating for twenty more years while Falcon Bridge has been around for less then twenty years. (Aelick) These mining companies provide jobs to Canadians living in the Boreal Shield. INCO employed nearly 20000 Canadian workers to dig and mine for the ores. Their jobs require them to go down to the open pits, which are approximately 1. 2 km long and 180 m deep. Each time they mine, they take out about 60 million tones of ore. Each ore mined only has 2. 5% of valuable minerals usable. Other minerals in the ore include 1. 2% of silver, 1. % of copper and 97. 5% of unusable waste. In average, mines can produce 462,000 kg of nickel and 116, 800 tonnes of copper per day. The mining industry is very important to the economy in Sudbury because nickel mined there are worth about 1. 5 billion dollars. That is also about 15% of the world's production of nickel. In Ontario, about 60% of copper is mainly found in Sudbury. Over the years of developing INCO, fewer employees work for the company. Since now, there are only 5000 employees left because technology and machines are built to mine for them. With better technology, the mining companies in Sudbury can be more productive and competitive in the global economy. (Aelick) It is reasonable to say that the forest industries survive well in the Boreal Shield because of the plentiful lumbers in the area. The trees near Sudbury are grown really slowly because of its low precipitation and long winters. The types of trees are mostly white spruce, balsam fir, black spruce, jack pine and tamarack. Lumber productions and Pulp and Paper industries use about 80% of the technique of clear cutting on the forest because it is a lot cheaper than selective cutting. Wallace) They are environment friendly because they replanted trees after cutting so new forests can grow. Another reason why the forest industries are doing so well is because they use efficient tools. Some machines they use to harvest wood are the feller buncher, skidder and de-limber. The feller buncher is used to grab and cut down trees. A skidder is a machine that pulls the wood out of the ground. A de-limber is another machine that snaps off the limbs of the trees. (DOMTAR) Paper and Pulp Mills is a company that uses chips of wood to create wood pulp. They use about 2000 tonnes of wood chips and cook it as it turns into pulp and paper. The wastes go into lagoons. They will drain it out to collect solids that are to be sold as fertilizers. (Ramsay) Today, approximately 95% of Canada's papers are made out of wood pulp. This pulp can create different sorts of papers such as newspapers, paper towel, magazine paper and cardboard, which may be sold to other parts of Canada. The success from the re-greening program in Sudbury is well known and complimented by many people. Many years ago, Mrs. O'Leary's cow accidentally kicked over a lamp, which caused a fire and destroyed most of Chicago. This affected Sudbury because of the sulphur dioxide blown from Chicago by the wind and it destroyed much of Sudbury's vegetations. Vegetations have started to grow again. It has been hard to get rid the sulphur dioxide. Later in the 1969's super stacks were made to lift the poisonous gas to a height of 381 meters high. (Anonymous) As soon as the super stacks were created, the citizens want to re-green Sudbury. They started to plant thousands of trees but hardly any of them survived. They thought of new ways to plant and finally they experimented with limestone. It worked! As a result, they hired many students who were looking for part-time jobs. At one time, there were 200 students and 200 miners helping to re-green Sudbury. They would spend their summer pulling dead limbs, hauling countless bags of lime fertilizer and grass seed through Sudbury. Because of its success in re-greening, Sudbury won 4 national and international environmental improvement awards. One of them for highly respected commendation from the United Nations. (Globe and Mail) Along with the mining and forestry industries, the re-greening program in Sudbury allowed the city to be an important center for activities in the Boreal Shield. The mining and forestry created many jobs for Canadians and provide many products to the world. The re-greening program helped promote Sudbury and Canada to be environmental friendly places. All of this created a great place to live called Sudbury.

Solution of Week6

Problem 1. 7. Suppose that you write a put contract with a strike price of $40 and an expiration date in three months. The current stock price is $41 and the contract is on 100 shares. What have you committed yourself to? How much could you gain or lose? You have sold a put option. You have agreed to buy 100 shares for $40 per share if the party on the other side of the contract chooses to exercise the right to sell for this price. The option will be exercised only when the price of stock is below $40. Suppose, for example, that the option is exercised when the price is $30.You have to buy at $40 shares that are worth $30; you lose $10 per share, or $1,000 in total. If the option is exercised when the price is $20, you lose $20 per share, or $2,000 in total. The worst that can happen is that the price of the stock declines to almost zero during the three-month period. This highly unlikely event would cost you $4,000. In return for the possible future losses, you receive the price of the option from the purchaser. Problem 1. 21. â€Å"Options and futures are zero-sum games. † What do you think is meant by this statement?The statement means that the gain (loss) to the party with the short position is equal to the loss (gain) to the party with the long position. In aggregate, the net gain to all parties is zero. Problem 1. 30 The price of gold is currently $1,000 per ounce. The forward price for delivery in one year is $1,200. An arbitrageur can borrow money at 10% per annum. What should the arbitrageur do? Assume that the cost of storing gold is zero and that gold provides no income. The arbitrageur should borrow money to buy a certain number of ounces of gold today and short forward contracts on the same number of ounces of gold for delivery in one year.This means that gold is purchased for $1000 per ounce and sold for $1200 per ounce. Assuming the cost of borrowed funds is less than 20% per annum this generates a riskless profit. Problem 2. 3. Suppose th at you enter into a short futures contract to sell July silver for $17. 20 per ounce. The size of the contract is 5,000 ounces. The initial margin is $4,000, and the maintenance margin is $3,000. What change in the futures price will lead to a margin call? What happens if you do not meet the margin call? There will be a margin call when $1,000 has been lost from the margin account.This will occur when the price of silver increases by 1,000/5,000 ? $0. 20. The price of silver must therefore rise to $17. 40 per ounce for there to be a margin call. If the margin call is not met, your broker closes out your position. Problem 2. 10. Explain how margins protect investors against the possibility of default. A margin is a sum of money deposited by an investor with his or her broker. It acts as a guarantee that the investor can cover any losses on the futures contract. The balance in the margin account is adjusted daily to reflect gains and losses on the futures contract.If losses are above a certain level, the investor is required to deposit a further margin. This system makes it unlikely that the investor will default. A similar system of margins makes it unlikely that the investor’s broker will default on the contract it has with the clearing house member and unlikely that the clearing house member will default with the clearing house. Problem 2. 11. A trader buys two July futures contracts on frozen orange juice. Each contract is for the delivery of 15,000 pounds. The current futures price is 160 cents per pound, the initial margin is $6,000 per contract, and the maintenance margin is $4,500 per contract.What price change would lead to a margin call? Under what circumstances could $2,000 be withdrawn from the margin account? There is a margin call if more than $1,500 is lost on one contract. This happens if the futures price of frozen orange juice falls by more than 10 cents to below 150 cents per pound. $2,000 can be withdrawn from the margin account if the re is a gain on one contract of $1,000. This will happen if the futures price rises by 6. 67 cents to 166. 67 cents per pound. Problem 2. 21. What do you think would happen if an exchange started trading a contract in which the quality of the underlying asset was incompletely specified?The contract would not be a success. Parties with short positions would hold their contracts until delivery and then deliver the cheapest form of the asset. This might well be viewed by the party with the long position as garbage! Once news of the quality problem became widely known no one would be prepared to buy the contract. This shows that futures contracts are feasible only when there are rigorous standards within an industry for defining the quality of the asset. Many futures contracts have in practice failed because of the problem of defining quality. Problem 2. 6 Trader A enters into futures contracts to buy 1 million euros for 1. 4 million dollars in three months. Trader B enters in a forward contract to do the same thing. The exchange (dollars per euro) declines sharply during the first two months and then increases for the third month to close at 1. 4300. Ignoring daily settlement, what is the total profit of each trader? When the impact of daily settlement is taken into account, which trader does better? The total profit of each trader in dollars is 0. 03? 1,000,000 = 30,000. Trader B’s profit is realized at the end of the three months.Trader A’s profit is realized day-by-day during the three months. Substantial losses are made during the first two months and profits are made during the final month. It is likely that Trader B has done better because Trader A had to finance its losses during the first two months. Problem 2. 29. A company enters into a short futures contract to sell 5,000 bushels of wheat for 450 cents per bushel. The initial margin is $3,000 and the maintenance margin is $2,000. What price change would lead to a margin call? Under what c ircumstances could $1,500 be withdrawn from the margin account?There is a margin call if $1000 is lost on the contract. This will happen if the price of wheat futures rises by 20 cents from 450 cents to 470 cents per bushel. $1500 can be withdrawn if the futures price falls by 30 cents to 420 cents per bushel. Problem 2. 30. Suppose that there are no storage costs for crude oil and the interest rate for borrowing or lending is 5% per annum. How could you make money on May 26, 2010 by trading July 2010 and December 2010 contracts on crude oil? Use Table 2. 2. The July 2010 settlement price for oil is $71. 51 per barrel. The December 2010 settlement price for oil is $75. 3 per barrel. You could go long one July 2010 oil contract and short one December 2010 contract. In July 2010 you take delivery of the oil borrowing $71. 51 per barrel at 5% to meet cash outflows. The interest accumulated in five months is about 71. 51? 0. 05? 5/12 or $1. 49. In December the oil is sold for $75. 23 pe r barrel which is more than the amount that has to be repaid on the loan. The strategy therefore leads to a profit. Note that this profit is independent of the actual price of oil in June 2010 or December 2010. It will be slightly affected by the daily settlement procedures. Problem 3. 1.Under what circumstances are (a) a short hedge and (b) a long hedge appropriate? A short hedge is appropriate when a company owns an asset and expects to sell that asset in the future. It can also be used when the company does not currently own the asset but expects to do so at some time in the future. A long hedge is appropriate when a company knows it will have to purchase an asset in the future. It can also be used to offset the risk from an existing short position. Problem 3. 3. Explain what is meant by a perfect hedge. Does a perfect hedge always lead to a better outcome than an imperfect hedge?Explain your answer. A perfect hedge is one that completely eliminates the hedger’s risk. A pe rfect hedge does not always lead to a better outcome than an imperfect hedge. It just leads to a more certain outcome. Consider a company that hedges its exposure to the price of an asset. Suppose the asset’s price movements prove to be favorable to the company. A perfect hedge totally neutralizes the company’s gain from these favorable price movements. An imperfect hedge, which only partially neutralizes the gains, might well give a better outcome. Problem 3. 5.Give three reasons why the treasurer of a company might not hedge the company’s exposure to a particular risk. Explain your answer. (a) If the company’s competitors are not hedging, the treasurer might feel that the company will experience less risk if it does not hedge. (See Table 3. 1. ) (b) The shareholders might not want the company to hedge because the risks are hedged within their portfolios. (c) If there is a loss on the hedge and a gain from the company’s exposure to the underlying asset, the treasurer might feel that he or she will have difficulty justifying the hedging to other executives within the organization.Problem 3. 17. A corn farmer argues â€Å"I do not use futures contracts for hedging. My real risk is not the price of corn. It is that my whole crop gets wiped out by the weather. †Discuss this viewpoint. Should the farmer estimate his or her expected production of corn and hedge to try to lock in a price for expected production? If weather creates a significant uncertainty about the volume of corn that will be harvested, the farmer should not enter into short forward contracts to hedge the price risk on his or her expected production. The reason is as follows.Suppose that the weather is bad and the farmer’s production is lower than expected. Other farmers are likely to have been affected similarly. Corn production overall will be low and as a consequence the price of corn will be relatively high. The farmer’s problems arising f rom the bad harvest will be made worse by losses on the short futures position. This problem emphasizes the importance of looking at the big picture when hedging. The farmer is correct to question whether hedging price risk while ignoring other risks is a good strategy.

Foreign Direct Investment (Brazil and Argentina) Essay

Foreign Direct Investment (Brazil and Argentina) - Essay Example However, business organizations whose primary objective is to make profit do not choose any country overnight for investing their resources. Each and every possible destinations of investment is thoroughly researched and analyzed by the organizations. In other words, it’s the nation’s responsibility to attract organizations by promoting different interesting facts regarding its demographics, economy and society. Organizations, before making final decisions regarding investment compare two or more countries on the basis of these dimensions. Over the past decade, South America has emerged as a major destination for the multinational corporations and Brazil and Argentina are the two of the most important countries in this part of the world. This paper attempts to portray a clear picture of these two countries in terms of their economy, demography, society and legal system. The paper includes a comparative analysis keeping these two countries as subject. ... Further information about this important member of BRIC (Brazil, Russia, India and China) is provided in the following sub-sections. Demographics Brazil is one of the most populated countries; in fact according to Central Intelligence Agency it is the fifth most populated country in the world. Currently, almost 203,429,773 people live in this South American giant. Average age of the country’s one fourth population falls within the range of 0-14 years, whereas the age of almost 67% of total population is found to be within the range of 15-64 years. Brazil’s population is one of the youngest populations in the world as the average age of all the males is 28.5 years and the same in case of females is 30.1 years. The country’s population is increasing at a rate of more than one percent (1.134%). Most of the people (almost 87%) in Brazil live in the urban areas. As far as the languages are concerned, most of the people prefer to speak Portuguese. However, there are ot her languages like Spanish, Italian, German and English that are also spoken. Almost 90% of Brazil’s total population is officially literate. More than 50% Brazilians are found to be ‘white’ and almost 75% are Roman Catholic (Central Intelligence Agency, n.d.). Political System Brazil is one of the largest democratic nations not only in South America but in the entire world. The government in the country is federal republic in nature. Brazil’s political system is a ‘multiparty’ system. In other words, the system allows the legal foundation of several political parties. This ‘Federative Presidentialist’ country is led by the President who acts both as the head of state and chief of different branches of the government. There are three important

Analysis - Shall I Compare Thee to a Summer's Day Essay

Analysis - Shall I Compare Thee to a Summer's Day - Essay Example Love baffles definition, as each lover sees a new horizon; one may cross the moon, beat the stars but probe one must the tiny heart engulfed in love which is mysterious and fantasises of challenging time to remain forever young.† The generous use of figures of speech Shakespeare is generous in introducing many figures of speech in this poem. He refers to the sun as â€Å"the eye of the heaven.† He is fascinated about youth of the beloved of the young man which he ardently hopes that it shall not fade, by stating, â€Å"But thy eternal summer shall not fade.† He is greatly impressed and believes that it will remain permanent and it will challenge to withstand the vagaries of the nature. His fondly hopes that her beauty will outgrow the normal growth and decay that is evident in nature. Shakespeare through this sonnet glorifies and takes love to unimaginable, rather impossible heights. The challenges of summer are many. The young man is aware of all the tough issues related to the summer, the wear and tear effect it will have on the human body and yet hopes that his beloved will successfully challenge all such adversaries and will retain her youthful bloom. Summers are shaken by â€Å"rough winds† and the sun is â€Å"too hot.† But as for the beloved, his trusts that â€Å"Thy eternal summer shall not fade† and the beauty shall remain preserved forever â€Å"as long as men can breathe or eyes can see.† Poetry and art—the ladders to the divine kingdom Wise people say that poetry, art and music are closest to the heart of God. The best words of love are spoken in simple and hearty language. Simplicity oozes out through the lines of this sonnet and one experiences the loveliness of praise of the beloved and how intelligently Shakespeare keeps the two hearts engaged. Figures of speech are the delicate tools with which he chisels the beauty of the poem. He emphasises the harshness of the summer and admires the mil d and temperate (cool) looks of his beloved. He describes the transition in nature by stating â€Å"darling buds of May,† paving way to the â€Å"eternal summer.† That is the assurance of the young man to his beloved. The power of the poem is in its defiance of time and natural processes of decay and the young man is confident about the youth of his beloved that will last forever, and it will be transmitted to future generations to experience and appreciate. The poet may praise time, taunt it or plead with it, but time will not stop its game. Nature, art and time are great contenders but time is the ultimate victor. The sonnet establishes the inevitable connection between the passage of time, the fleeting, transient life, beauty and the ageing process. Shakespeare’s fervent desire is love should conquer age and time, and at the same time he understands well the futility of his desire. Some backgrounder information relating to sonnets, and this sonnet in particul ar Sonnets are generally associated with romantic love to express feelings for the beloveds and the patrons of poets. Noblemen of the yore loved self-praise and they took the support of poets through their talents to satisfy their inflated ego. Addressing young men in sonnets was prevalent in Elizabethan England and this sonnet falls into that category. Such sonnets, with their idealised love provided the welcome relief to the readers

Acceptance in Business Contracts Assignment Example | Topics and Well Written Essays - 2000 words

Acceptance in Business Contracts - Assignment Example In business, contracts are considered to be quite vital as to preserve transparency in business dealings and also to bind the parties engaged in a legal contract to perform their responsibilities with efficiency. There are various elements to a business contract, which mainly involves an offer, an acceptance, a free mutual consent, a legal purpose, competent offeror(s) and offeree(s) and consideration of a value engaged in the contract to benefit the purpose of the contract (Marsh Parlin Law, 2012). The discussion henceforth will be focused on elaborating the element of acceptance in a business contract. Accordingly, the important factors of making a valid acceptance will also be explained in this paper. Due significance will also be rendered towards cases where the validity of an acceptance made in a contract were examined. Prior to discussing the significance of acceptance in a business contract, it is worth defining an offeror and an offeree. As per the English Contract Law, there must be at least two parties in an agreement, i.e. the party making the offer and the other accepting the offer. The party or parties engaged in making the offer are referred as offeror(s); while, the party or parties giving their mutual consent to the agreement is termed as offeree(s) or acceptor(s) (McGraw-Hill, 2013). It is in this context that even if the agreement is made on the basis of a valid offer, in case the acceptance is made under external pressure and is found to lack free consent from the offeree(s), the contract is quite likely to be termed as void. Therefore, it can be affirmed that it is essential to have a valid offer and a valid acceptance to make a contract legally approved. Absence of either of the elements shall result in a void contract. From a generalised perspective, acceptance can be referred as the act of free affirmation or acceptance made by the offeree(s) in lieu to the proposal given by the offeror(s). In other words, it is the manifestation of the full concern made by the offeree to be bound by the terms of the offer made. It is in this context that acceptance can be made through various forms, i.e. either through verbal agreement with documented acceptance of the offer, or through implied and non-verbal forms, making signs to convey the acceptance of the offer. In the case of a verbal acceptance, the offeree tends to depict his confirmation through a signature or through explicit verbal mode. Such mode of acceptance can be illustratively expla ined with reference to Brogden v Metropolitan Railway (1877) 2 App. Cas. 666. In this case, however, no signature or direct acceptance was made by the offeree (Brogden) to confirm the contractual conditions stated by the offeror (Metropolitan Railway). Correspondingly, no arguments were also made by the offeree in this context, deciphering their non-acceptance to the contract. Rather, the offeree continued abiding by the contractual terms, even though the contract did not have an explicitly communicated form of acceptance. When the case was reviewed in the court, the judgment delivered was of the view that the contract was a valid business agreement, as the offeree has deciphered acceptance by not making any counter arguments to the written contract forwarded by Metropolitan Railway (e-Lawresources, n.d.). In another case of Day Morris Associates v Voyce and another, a similar mode of acceptanc

Melting Pot or Mess Essay Example | Topics and Well Written Essays - 750 words

Melting Pot or Mess - Essay Example To some, it may seem sensible to tighten American borders, to remove those from the country who are here illegally, and to enforce a stricter sense of security throughout the nation. However, there is no realistic way to do this. Immigration foes who realize this have then put forth another, easier barrier against the foreign hordes: proposing legislation to make English the official language of the United States. Mauro Mujica is one of the supporters of the movement to make English the American language. He cited in his research polls that show that, throughout the developed world, over 90% of adults believe that learning English is necessary for children to succeed. Because English is the "language of business, higher education, diplomacy, aviation, the Internet, [and] science"(Mujica 1) among other fields, it is something that every child must learn. Mujica asserts two reasons why such an already pervasive language should be made the official language of the United States. First, governments that provide bilingual services ultimately create linguistic ghettos that immigrants cannot escape. Mujica cites the 2000 census results that showed over 21 million Americans classified as "limited English proficient" - almost 8% of the population (Mujica 2). When children grow up in homes where they are not required to learn English, they struggle receiving a basic elementary education in American schools, and are relegated to the economic opportunities left to those who cannot speak English. Second, the cost of multilingual accommodation is an unfair burden on the rest of society. Mujica cites the billions of dollars spent annually on multilingual education; the fact that 15% of Los Angeles County's election budget goes to multilingual ballots and poll workers; traffic accidents caused by foreign drivers not understanding English instructions and warnings (Mujica 3-4). It would seem that accommodating other languages is not an option that Americans can afford. However, given the fact that immigrants are not going to just up and leave, just like their predecessors from Italy, Germany, Ireland and Poland did not leave in the face of prejudice in the early 1900's, it can be argued that denying speakers of other languages access to government services could be even more costly than accommodating them is. Thomas Ricento agrees with Mujica's assertion that English is the language of success: he asserts that immigrants want to learn English as a supplement to their own languages, not as a replacement. He sees the linguistic enclaves not as ghettos but as nurturing communities providing a link between the old culture and the American one, much like the old neighborhoods in Northeastern cities that used to be separated by varying European backgrounds (Ricento 3). Additionally, while short-term social costs might decline if multilingual services were removed, the longer-term costs would skyrocket. Immigrants would not leave the country but would in stead let health problems worsen, leading to higher medical costs; their children might be forced out of their schools but would then cause problems later on as unemployed, uneducated adults (Ricento 5). Governor William Dempster Hoard of Wisconsin had this to say about the right of children to education in English: "The child

Media WRITING Essay Example | Topics and Well Written Essays - 750 words - 1

Media WRITING - Essay Example notice of public and simultaneously to attract governing bodies in taking measures against such occurrences rather than to assimilate views or to interpret a particular course of action. The intended audiences for this news were the general public. After going through the article, it can be stated that the reporter intended to depict the social concerns related with the safety and security of women in the modern day society. The institution behind this particular material can be identified as the online news publishing media. When assessing the types of industries and corporations involved in media writing, various segments such as radio broadcasting, television, film entertainment, print media and advertising among others can be identified which attempt broadcasting updated news from different genres for the general public either within the local or national or in the global periphery. The media writing illustrated through the aforementioned article hereby reveals the propaganda of online news broadcasting. The content of the material presented in the article can also be stated as well-written in a manner which is easier to be interpreted by the general public. No offensive abbreviations or ground-breaking and persuasive forms of writing have been used in this article being presented with adequate justification to gain the consciousness of the public towards such social issues. The article published by Metro Newspaper on 6th February 2013 with the title â€Å"Forgotten cruise ship becomes sand Banksy with aid of street artists† can be categorised as an advertising media writing which depicts the talent of a group of urban street artists giving a new shape to a corroded old ship by making attractive paintings on its rusted body. It can thus be stated that the media writing exhibited in this article is based upon a ‘writing for advertising’ style as the article intended to convey its audiences with a message regarding the group of talented urban based street

Increase in Insurance Rates Essay Example | Topics and Well Written Essays - 500 words

Increase in Insurance Rates - Essay Example As result the rate directly relates to the premium paid. One factor that causes insurance rates to the increase is the occurrences of particular risks. For instance, an increase ion the occurrences of auto accidents in a particular region ill normally lead to the increase of the premium charged for motor cover. Several instances have been evidenced where the prevalence of a particular risk has led to insurance firms charging higher interest rates for such risks. Other insurers have been noticed to shun covering such risks. Another factor that has seen insurance rates go up is the moral hazard among the insured. This is the situation where the insured party takes no responsibility to prevent the occurrence of risks (G, 1960). This normally arises from the gratification that â€Å"after all I am insured.† The person therefore takes no duty to prevent certain risks from occurring. This will in the long run, lead to an increase in the prevalence of some risks. As a result, insuran ce firms will progressively increase the rates so that the insured chuck out more in form of premiums. The increase in the uncertainties realized in some dimensions in life has made insurance firms take radical measures to ensure they can cope with such situations.

Kate Winslet Essay Example for Free

Kate Winslet Essay These past few years of highschool have had its ups and downs, but overall its been amazing. Id like to thank my friends and family for always believing in me. Congratulations to the grads of 2013, see you all in 10 years! A discriminating reader may take pleasure in reading The Destructors, over an immature reader. A discriminating reader is a reader that takes deep pleasure in fiction that deals with life significantly, expects characters, plot and themes that are complex or realistic and that may challenge his or her beliefs and view of reality. This means that a discriminative reader would enjoy reading interpretive literature, like The Destructors. The Destructors will appeal to a discriminating reader because it deals with life problems and events that have happened, a deeper meaning and the theme and the story challenges beliefs and views of reality. The Destructors demonstrates life problems and events that have happened in history, this intrigues a discriminative reader into wanting to read the book or story. The story shows life problems, where there are gangs that are wanting to make trouble and let loose; just have freedoms and not let others or themselves have special treatment. An examples of this is when Old Misery offers then gang three packages of smarties and the its stood there puzzled and perturbed by this action and tried to explain it away. Bet someone dropped them and he picked em up,. They tried to think of all different reasons why Mr. Thomas would do this and they figured it was a bribe. This would make a discriminative reader keep reading, as the story is also set time is during the London blitz were bombs destroyed hundreds of house and places. Not only does a discriminative reader become interested by life problems and historical events, but also by the theme and deeper meaning. A discriminative reader, unlike an immature reader, can figure out the deeper meaning or theme of a story easily and doing this keeps them interested. The these is not usually easily present in a story that a discriminative reader would read because they would want to stay interested and try to figure it out as they read it by themselves. The theme of The Destructors is not innocence because the war has taken that away from them and replaced it with something the reader can make up and believe. The reader, being discriminative, expects the theme to be complex and realistic, and as the story continues the boys, Blackie and T. , have a conversation about the one thing T. wants to destroy. Well burn them [the notes/money], one by one and taking it in turns they held a note upwards and lit the top corner, so that the flame burnt slowly towards their fingers. The grey ask floated above them and fell on their heads like age. This makes the readers think the theyre not to be innocence anymore by selfishness and rebelliousness, also the war has aged them by not giving them a childhood. From what has been said, a discriminating reader is able to figure out a deeper meaning by analyzing and expecting or guessing what the theme and meaning of the story is to be. Through doing so, they may challenge their beliefs and view of reality. As a discriminative reader reads a story, along the way they challenge their own beliefs as well as the authors belief. Whole doing this, they could perceive reality differently or challenge how or why reality was done this way. In particular, the discriminative reader may read, Of course I dont hate him [Old Misery], I said. Thered be no fun if I hated him. The last burning note illuminate his brooding face. All this hate and love, he said, its soft, its hooey. Theres only things, Blackie, he looked round the room crowded with unfamiliar shadows of half things, broken things, [and] former things. A reader may see this and think do I really need this or that and challenge what they believe in and if something is right or wrong, better or worse. Overall, the discriminative reader loos at a story and challenges why they believe or dont believe this and how come reality is this way. Discriminating readers can use many ways to look at a story and analyze it; they may take pleasure in to why the story deals with life problems and events in history, also the theme and or deeper meaning, as well as challenging beliefs and reality. The Destructors demonstrates all of these and that is why this story could be appealing to a discriminative reader.

Advertising Statement Essay Example for Free

Advertising Statement Essay Rosser Reeves was the one who invented the term â€Å"USP†. The Unique selling proposition is sometimes referred to as â€Å"product difference.† In rare cases, some products or services have a unique and impressive proposition/benefit. A unique selling proposition is the ultimate proposition because its one that no other competitor can claim. It has to be something that you could also sell from. The concept of a unique selling proposition, or USP, is based on a benefit statement that is both unique to the product and important to the user. The heart of a USP is a proposition, which is a promise that states a specific and unique benefit you will get from using the product. If the product has a special formula, design, or feature, particularly if protected by a patent or copyright, then you are assured that it is truly unique. This is why a USP is frequently marked by the use of an â€Å"only† statement, either outright or implied. There are various methods that can be used to find a USP as it is demonstrated in advertising strategies and ideas. Strategy in Advertising In advertising, â€Å"strategy† refers to the overall marketing or selling approach. It is the thinking behind the concept/idea. (The thinking behind the thinking, if you like.) Decisions about selling premises are central to the overall advertising strategy. The strategy (or strategic thought) can come from a proposition/benefit of the product, how it used, the market background, the choice of target audience, or any combination thereof. Every strategy should have an element of distinction ( small or large ) from the competition’s strategies, as should the proceeding concept and campaign. All strategies should be written in the form of a strategy statement, also known as â€Å"creative brief†. However, there are several questions we should seek to answer to cover the area of strategic analysis. Competitor, best prospects, and what buying appeals have the greatest leverage. At the corporate level what takes place in the advertising department would be seen as tac tical whilst in the advertising department this would be seen as strategic. * Corporate strategies are concerned with the major functions of the company, and cover finance, human resource management, production, administration, and marketing. * Marketing strategies are concerned with ANSOFF’s matrix and the marketing mix. * Promotional strategies are concerned with the promotional mix options (advertising, sales promotions, PR, publicity, selling, sponsorship, exhibitions). Effective Advertising Advertising that is effective creates the message that best expresses the product-prospect relationship. In addition, the message has to be intrusive enough to battle through the clutter in the contemporary media marketplace. To reach the effectiveness in advertising, a creative strategy should be involved in the process. It has to sell the product effectively by promoting them through smart and well designed advertisement. Creative Brief When forming a strategy from which to create ideas, it needs to be written down in a black and white. This helps to focus and steer the formation of ideas from the onset. When people suggest that an idea is â€Å"off strategy,† they mean that it doesn’t relate back to the defined strategy, and will therefore be much harder to sell the idea to the client. By having a strategy statement at hand, you can keep referring back to it whilst generating ideas from that strategy. It is very hard, even if you are an experienced creative, to produce a great campaign idea (or even a single one shot) without a solid, tight strategy. In short, the better you are briefed, the easier your job will be. A poorly defined, vogue, â€Å"wooly† brief is no use to a creative person, nor is highly specific one that restricts the number of ideas. Below are the basic examples of the headings in a creative brief, * Client * Product/service * Product and market background (supposition) * Competition * Business/Advertising Objective (problem to solve) * Media * Target market/Group/Audience * Proposition/Promise/Benefit * Proposition Support Points * Tone of Voice * â€Å"Mandatories† (Inclusions/Exclusions) Media in Advertising The choice of media depends upon the type of product or service being advertised, the target market, and the client’s budget. Each campaign can be in one form of media, or multiple forms. Traditional advertising media includes print, TV, and radio. Non-traditional includes ambient and guerrilla concepts. In addition, there is direct media, and interactive media. In the UK, each type of media is defined by its relation to a hypothetical â€Å"line† that divides the two. Traditional media is â€Å"above the line,† whereas direct marketing and interactive advertising is â€Å"below the line.† Companies that produce work in all the forms are referred to as â€Å"through the line† agencies, or â€Å"full service.† Other divisions within advertising include sales promotion, and business-to-business. Whereas business-to-consumer advertising, once the skill is developed, the same creative process can easily be applied to these other forms of media an d advertising. Positioning All products and companies, as seen by the customer, occupy some kind of ‘position’ in the market whether they intend it or not. This might be, for example, high price-high value, low price-low value, high price-low value, good company-not-so-good company and so on, when compared with comparable competing products and competing organizations. Most modern organizations now attempt to actively influence this position in the market by matching product and corporate benefits with the needs of clearly identified segments. The managers have performed professionally, be integrated to match the identified needs of the target market. Positioning is how the marketer wants the consumer to view its product relative to the competition. Although product differentiation plays a role in creating a product position, product differences account for only part of a product’s position. A positioning strategy also includes the manner in which a product’s factors are combined, ho w they communicated, and who communicates them. The size (and value) of the advertising corporate and brand positioning is crucial to the well-being of any company and so should be left to the agency professional. Copywriting Copywriting is an essential part of the design communication mix, and those of us who do it for a living will tell you that crafting massages and telling stories is a rewarding mental process, even in the business context. You’ll find that being able to generate a response from your audience is a valuable and highly sought-after skill. Copy (or text, or words) used in design is a very particular type of creative writing that requires the inspiration of an artist and the control of a craftsman or craftswoman. In comparison to the rails on which the copywriter runs, the novelist or poet has no limitations. Poetry and storytelling are flights of the imagination, with no client or news editor to bear in mind. Whether the personality of the writer shines through directly or indirectly, this is the purest creative writing – it can take off in any direction, be as fictional as it wants to be, and go wherever it pleases. Writing copy, however, is all about sticking to brief, while paying homage to the creativity and style of the poet and storyteller. Journalists and copywriters are commercial writers, but the essence of the role is completely different. In most cases journalist have to create the story from the scratch, usually by following leads. They will have to research the facts to get to the heart of the matter, discover the different viewpoints and opinions, and bring this material together accurately and coherently. Articles are often written to a tightly defined structure, while features can allow more room for individual expression and the interweaving of the writer’s viewpoint. The message has to be factually correct, balanced, and fair, but the writer is allowed to take a stance, which could reflect that of the newspaper or, in the case of regular column, the writer’s opinion. Copywriting borrows from all other fields of writing in its quest for creative expression, but ther e is no room for your personality in the copy that you write; you are simply a scribe, a hired mouthpiece for your client, and it is the brand’s voice that must come through, loudly and clearly.

Integrated Marketing Communication (IMC) Plan for Skoda

Integrated Marketing Communication (IMC) Plan for Skoda The purpose of this report is to implement power integrated marketing communication plan for Skoda; automotive company. The outcome of this plan is to establish an impressive and desire challenger brand in order to compete with category big fish automotive brands in Australia. Skoda is encountering a big challenge from its marketing communication although company is gradually establishing itself known to automotive consumers, but it seemed difficult to reach their goal, since companys history and reputation were not accepted by Australian consumers. As a consequence of company necessary to break with the immediate past and reposition itself. By changing consumer perception of Skoda from the brand that lack of history and weak reputation to become the brand that everybody wants. As a result, single key thought which is VALUE will be used as platform of all marketing communication strategies and tactics in order to become a big fish in the automotive category in Australia This integrated communication plan will outline many aspects pertaining to firstly; the communication plan will focus on the overall of Australia automotive and identify companys position and problem. Second part will provide the solution of Skodas marketing communication plan based on Morgans eight credos by utilizing it through all power communication channels such as Public Relation, Advertising, Internet marketing and Sponsorship. Lastly, this plan also presents a communication brief of each party such as PR agency and Advertising agency. Part 1: Background InformationCompany Background Skoda is the one of car manufactures in the world with its strong engineer and production for more than century. The company first was established in 1895 in Czech Republic. Later on, the Czech brand was searching for well-known partner. As a result of in 1991, Volkswagen was chosen since VW is the largest automotive manufacturer in. However, 30% of Skodas equity was owned by Volkswagen group in Germany. Ten years later, Skoda was completely taken over by Volkswagen. Company was introduced in Australia in 2007and keep growing up to develop new ideas for simply clever driving with proudly of innovation and design. Overview of the Australian motor vehicle market The Australian automotive market is extremely competitive, with more than 60 models of many car brands available for purchase. The new record for this industry was reported that in 2007 the number of new vehicle sales were 1,049,982 units which have been increase about 9.1% from 2006. Furthermore, there was an increasing of all types of vehicle; however the increasing trend of small/city car took the highest in the market growth as detailed in the figure 1 below. Source: Federal Chamber of Automotive Industries, 2008. As a result of company aims to introduce the newly product, with full performance of diesel engines into city type which called SKODA MANIA Source: Australian automotive intelligence, 2010 From figure 2 above, the market leader in selling is Toyota, the brand has been in the first rank for 7 years followed by Ford and Holden. In addition, there was a significant strong position of Japanese brand in the Australian market whereas the strongest European brand was Volkswagen which has been strengthened its sales in Australian market for 10 years. As previous information, it provides opportunity to Skoda to introduce a new product and leverage its competitors as the newly European brand in the market. Consequently, Skoda needs to create strong brand reputation; moreover, the communication needs to concentrate on the most powerful key though VALUE into prospects mind. Key issues From figure 3 below, illustrate the latest research reported total market shares of competitive vehicle brands in Australia, the majority percentage of share market contributed to Toyota with 21% of proportion same as other brand name which combined various non-dominant brands. So in order to compete the market share of the big fish in this category, the new European brand like Skoda has to introduce new image of itself settle in a position as European brand that provide value and performance could comparable with Japanese brands. In order to launch a new brand product SKODA MANIA and generate the influential communication plan, it is required to identify communication challenges as following points: Brand has weak reputation in Australians mind since it was taken by Volkswagen, Skoda need to build brand preference and persuade a target audience to consider its product attributes by building its reputation as a long-established and trusted name in the market. Automotive product category need high involvement in purchasing decision, the communication concepts need to focus on visual and emotional appeals to create value for money in consumers decision. There is a shift in consumer preferences due to the demand of consumers on type of car has been significant changed from large passenger cars to smaller with lower fuel consumption cars, thus the effective communication will provide value proposition for the Skoda brand to launch city full performance car . As a result of Skoda needs to position itself as a challenger brand and break with its immediate past from the brand no one knows to become the desire brand. Furthermore, our Czech brand has to drive itself to become a leader in automotive category in Australia market which requires an effective and pioneer the comprehensive integrated marketing communication plan. So it could be done by follow the process of The Eight Marketing Credos by Adam Morgan. The big fish main competitor The big fish in the automotive of Australian market is Toyota, as a major competitor of challenger brand like Skoda. With a dominant position in Australian car market since companys market share achieved around 21 percent in 2009 and retained the number one status in selling products than any other single brand in the country. More than 50 years in Australia, Toyota has grown to be one of Australias leading automotive companies with the total sales revenue $7.982 billion in the end of 2009 Toyota.com, 2010. Toyota has a strong key element to support its brand positioning such as being an innovative brand that implement the most advanced environmental technologies and enrich society through car making. Forrester Research, 2006. The Japanese brand sale several of product types which are passenger car, 4WDSUV, commercial and hybrid with offering more than 15 marques. In 2009, the company spent more than $ 65 million on adverting; the report was covered advertisements in all areas of media such as television, radio, newspapers and online search and classifieds Stafford, 2010. Part 2: Communication Plan Why marketing communication plan is important to Skoda? The marketing communication has a significant function for Skoda plan since we need to manage the concept and make all aspects of marketing communication such as advertising, sales promotion, public relations, and direct marketing work together as a integrated force Lake, 2009. Furthermore, it is general argue that the branding is related to get companies target audience to select their brand over the highly competition, but it is about capture the prospects to recognize their brand as the only one in their mind and perception that could deliver them the best solution to their problem. However, to succeed in doing that, we must to realized and understand the needs and wants of our customers and prospects. As a consequence of integrate marketing communication is very important to our branding, advertising and marketing strategies in all attribute areas of public contact. Brand like Skoda has not instituted a strong historical brand in the market, consequently; company has to invest in communications due to the fact that Skoda needs to formulate prospects to aware its product and emphasis on its key though VALUE by communicating through functional and emotional of its product attribute to ensure that its advantage could leverage the big fish in automotive industry Millier, 2010. In addition, developing communications strategies could provide companys knowledge and help Skoda understand its markets effectively. So Skoda needs a large investment in communication plan. There are various benefit that company will derive from invest in communications and develop marketing strategy as following figure 4 below The communication plan will enhance company in four major areas; sale growth, price premium, brand loyalty and fast penetrate into the market which increasing in the marketing communication budget will maximize shareholder value as well as the long-run profitability. Budget Allocation According to increase of marketing communication spending, Skoda needs to maximize profit and shareholder value for brand. Since, the company will be positioned itself for the city car segment with expecting that these advertising spending will enhance shareholder value and the company profile margin sustainably. Therefore, to allocate the budgets on media that communicate to all areas of the community, Skoda total marketing communication budget will spend up to $AUD 8 million within period 5 months. Skoda will process the plan with various agencies and other media house to response for this campaign communication to facilitate company from the inception stage; build an unknown brand and overcome the risk factors from enter to mid car segment. The challenger strategic approach: a four stage process Stage 1 Attitude and Preparation Credo1: Breaking with Immediate Past The core problem of challenger brands is not provide new and unique idea into the consumers, it depend on how they can remove the conventional idea from the past. Consumers perception is same as a room with full of old furniture. Therefore, before we move a new one into that space, we need to delete the old furniture from the room first. Skoda has to realise about the concept of breaking with the immediate past in order to see real challengers and possibilities in the new market. Formerly, company has weak reputation on the market as a consequence of the challenger brand as Skoda need to consciously break with its own immediately past by reinventing brand history as key issue from an unknown brand to become desire brand in Australian market. Furthermore, its a bright opportunity for the brand to introduce new product SKODA MANIA, the city car with powerful diesel engine into the market by providing the new concept of The true VALUE of powerful diesel car and bringing other inspiration from another category into its product. This brand new opportunity enables company to step back and make upstream question and refine a new product. To define the challenge, we want to compete with the market leader and we want to make the different. It is vital role for the company to make its brand stand out in the competition by opposition its product attribute and create a new category on powerful diesel car against the Big fish like Toyota hybrid. However, Skoda clearly identify itself to be different from the category, Skoda has to battle within the same areas of brand leader by trying to win the number one market share of automotive market. Stage 2 Challenger Strategy Credo 2 : Building a Lighthouse Identity The critical role in marketing strategy is we have to state that who we are. Skoda has to develop clear stage in what its brand stand for which is the desire brand of powerful diesel car by creating its own values through key thought The true value of powerful diesel car. In order to become desire brand, company does not only position itself as the brand that everybody wants but its also want to position itself as a impressive value perspective as a good sign of how Skoda is going to play. Another aspect of brand challenger as Skoda has to consider is tried to build emotional attachment based on point of view with consumer. Not only the brand has to determine what are the key features that want to communicate, but Skoda also has to build its prominent identity the desire brand of powerful diesel car to let consumer engage and affiliate with brand. Credo 3 : Assume Thought Leadership Of The Category Now Skoda brand does not be the leader in the Australian automotive market but there is another opportunity for Skoda thought as the leadership in the brand category. To create a long term goals that makes everyone talk about its brand, Skoda had clarified itself different from competitors as the desire brand of powerful diesel car and make great reason which is impressive value perspectives why consumer must select its brand. In accordance to communicate the massive impact of brand identity and positioning, Skoda could achieve by breaking of key conventions in the category. In this kind of situation, Skoda chooses to break the conventions of neighborhood and network. By selecting BP gas station as a brand partner since Skoda quite new comer in the Australian market, company needs to enhance brand positioning by being partner with worldwide fuel brand that provide reliability and trustworthiness products to the market like BP. Moreover, to encompass a wide range of its communication marketing activities such as provide special promotion when consumers purchase SKODA MANIA they will get petrol coupon to use at BP for free. Combining the strength of BP brand helps company gains more trust, build consumer acceptance and brand preference that create impactful reason why they have to choose you. Additionally, Skoda will break the convention of media in promoting of its brand new product. Company use website as a platform to integrate of all communication channel. Although Skoda has invested a high budget into advertising and PR, the company will benefit from the low cost of operating from using the digital media to communicate with its target. All communication channels will provide Skoda website www.skoda.com.au in order to convince prospect to find more information at there. Furthermore, valuable thing from utilize internet channel is time, since consumers could find and get precise all products details from online store that opening 24/7. Using of free social media such as Facebook or Twitter will help company reach the right target easily since this kind of free media become a part of everybodys life and most of working people also associate with them. Credo 4 : Create Symbol of Reevaluation To create our symbol of re-evaluation, the key concern is not budgeting but it is about Skoda needs to recognize what the dominant customer complacency is and show how they can see its brand. In order to achieve this key complacency, the brand has to stimulate actions that make consumers rethink about Skoda and recognize the symbol to what the brand want to communicate. Skoda seemed to be unbranded as first introduce to the market this chance will help company to change consumer perception towards the brand from little or no image to be the brand preference / desire brand that make consumer perceive to its brand values. PR agency will create viral as unbranded first by placing its car with full of money fake in the high traffic areas, let people curious what is about and why this car has a lot of money. The company will reveal the reason why its car must filled with money which is value of saving from diesel engine that make the owner of SKODA MANIA has a lot of money. Also use the other media to emphasis its key thought and brand concept which is The true value of powerful diesel car. Stage 3 Challenger Behavior Credo 5 : Sacrifice To be successful challenger brand does not necessary to have a perfect marketing strategy. In order to get number one of brand leader sometimes the sacrifice has to be taken. First is Skoda has to sacrifice in the target market by focusing on male and working people on the other hand, Skoda has to give up female as a main target in order to establish relationship with the core target. Due to its product performance match with working men who choose the quality and performance of product as first criteria, this beneficial enable company to sale the product and build closely relationship to its target easily. Sacrifice on pricing strategy would be another thing which company has taken into account. To facilitate new product launch in this country, Skoda has to realize on its key though VALUE by giving consumer value for money in purchasing its product. Consumers perception towards diesel car is save thus company need to sacrifice the premium price in order to capture consumer attention and create the brand considerable. Credo 6: Overcommitment To be the brand challenger does not mean to do just enough for achieving the key success. Alternatively, if all members in Skoda whether top managements or employees work together and dedicate themselves to make consumers perceive brand differentiate, Skoda will be accomplished and become desire brand. Since Skoda has determine its goal to be the brand leader in the market and compete share of mind in consumers, as a result of motivation of its staff to reach overcommitment is the critical concept that Skoda should state in its mind. All Skoda members do not only overcommitment to provide the impressive value product to the market and but also attempt to focus on implementing the key thought and brand concept to be consistent in order to achieve the company goals. Credo 7: Use Advertising and Publicity as a High-Leverage Asset For the challenger brand, only clear communication is not enough, capturing the targets imagination and mind must be objective Morgan, 2009. To introduce brand into new market, roles of advertising and PR must be noticed. Both of effective tools characterize an enormous opportunity to Skoda to accomplish position in the new market since Skoda needs to attend the consumers mind and get them to spread its word. As a consequence, Skoda has been identified what the brand want to say and create the precise message to be communicated with specify the period of time, location and required task. Skoda debut its brand via PR tools is such a dominant strategy because once consumers did not know anything about its brand and new product. In order to gain the brand credibility, company needs to leverage competitors by using PR as credible source to make the brand more acceptances in the new market. Skoda has to build its position through various PR campaign such as word of mouth, special event and the group of influencers such as mavens and connectors and salesman. Advertising will be another channel that Skoda uses to convince consumers to make the decision in purchasing our product. The persuasive ads will be utilized to persuade consumer mind to use Skoda MANIA with emotional appeals of advertising techniques that company try to engage upon emotions of its audience. Moreover, key though of the brand must be highlighted through all communication messages to encourage audience perception towards its brand values. Stage 4 Sustaining challenger Momentum Become Idea-Centered, Not Consumer-Centered The brand challengers have to realize that the new ideas need to be employed in order to maintain in their momentum. Instead of changing core identity, Skoda has to refresh and make the core idea to be differentiated. As a consequence of the failure in its momentum in the market, the brand needs to sustain consumer perception and keep building relationship with consumers. To achieved this kind of challengers, Skoda has to deploy ideas-centered not consumer-centered by continuing generate product beyond customers satisfaction and product improvement. On the top of that, Skoda do not change its communication strategy, the challenge brand like Skoda tend to find more opportunity to deliver its brand value through the creative ideas and communication tools such as ambient and concept of car customization. Part 3: Marketing Communication Roles In order to generate the marketing communication program and make it strong and true, we need to employ the concept of six honest serving men of Rudyard Kipling which help we formulate the successful brief and avoid weak briefing that can stimulate and deliver the weak messages. What : The aim of this communication plan To build awareness of Skoda brand and capture consumers attention by shifting from no one know to desire brand To launch new Skoda car into Australian market with full performance of diesel engines into city type which called SKODA MANIA To stimulate the sale in order to compete market share of automotive car in Australian market Establishing of key thought VALUE to this plan , paveing the way to engage all communication tools within single focus that helps promote the effective campaign to consumers To create a new category in the consumers mind that is powerful diesel car Product Since the historical of both brand and the new product does not exist in market, we have to provide the clear benefits, features and advantages of the product to all agencies. To make them clear what our desires and needs to promote of this plan. Description: Newly powerful diesel engines has introduced into Skoda model. The superior with diesel engines which completely installed in the body. All product features designed to capture consumers attention with offered the VALUE for money. Features Advantages Benefits A large of passenger room Increase the space inside passenger room Comfort and spacious with 5 adults able to sit. Extensive equipments Import leather seats, full options of CD player and climate controlled air conditioning. Adjustable leather seat 6 step, both MP3 and USB adaptable in CD player. Reasonable price As the cheaper model in the Skoda product category. All pricing provide with negotiable agreement. Guarantee from Euro NCAP crash rating. Safety features such as six airbags, stability control and ABS brakes. This model also gets a four-star Euro NCAP crash rating. Low fuel consumption Reasonable level for diesel consumption for both standard testing and highway testing. The diesel engine is supremely improved with appropriate average figure for a mid-sized sedan. Brand personality Due to the good characteristic of brand personality should expression the core values of the brand, thus Skodas personality is centred on Elegance and European. If we compared its personality with famous person it might be Jude Law who could best represent elegance character to the brand. Key message Emotional appeals will be delivered as key tone The true value of powerful diesel car will serve as the platform for all communications and keep our campaign strategy consistency. Mandatory executional requirement legal qualification Company logo has to be shown in all communication tools. Tag line Simply clever should align with brand logo. All communication tools should end up with key message of the product which is The true value of powerful diesel car Activities Following are activities must be done; Why : The reasons that we need to perform this integrated communication plan are building positive brand awareness and associating the brand in the mind of consumers. Moreover, as a brand challenger competing the brand leader and gaining number one share in the market would be the optimum outcome for the brand. Who The primary target that we want to communicate with would be male 25-40 years old those working men who looking for the car that provide them better performance with elegance style. Secondary target are smart business people both male and female who age raging from 25-35 years old. Demographic characteristics Working people age is 25 or above Income level $AUS 9,000 per month. Most who lived in city or suburbs. Psychographic characteristics Lifestyle: Sociable, friendly, concern for others and pleasantness. Attitude: Self-confidence and belief in their decision. Where : The main campaign will be carried out in Sydney as centre in order to build giant impact in Australia. We need to implement in the big city because our target market mostly work and live in Sydney. Moreover, to create the powerful communication tools, we need to gain the massive reach and visibility from our prospects by placing our media in the centre, department store and office building of city such as CBD, QVB and martin place. When : This campaign will be carried out for 7 months starting from September 2010 until end of January 2011. For the details will be shown as following timeline; How : Measuring the effectiveness of marketing campaigns is to determine how successful it is. So, we need to set judgment criteria for each marketing communication tasks by tracking the main measurement such as Key performance index Total number of sales Leads generation. For each marketing task we can assess the effectiveness as following; Requests for information/brochure Request test drive Retail dealer traffic Website traffic or click-through rates Number of coupon redemption Phone lines to track phone orders Communication Brief Market research brief Objective To measure consumers value perception towards Skoda before and after the new communication campaign. To assess whether creative development create impact to the audience or not To conducted creative development to analysis whether IMC campaign achieves its objectives and marketing goals or not. To anticipate the future outcome of the social trend towards product category market Socials insight Customers Insight Target market / Audience Middle / city car segmentation. Respondents; businessmen and women 20 45 year of age. The research method Focus group Open-ended questionnaire Online survey Required task : Conducting brand positioning and image testing Conducting creative assessment Conducting Outcome-based research to study consumers insight and experience about city car Geographical boundaries All market research activities should be done in Sydney, Australia. Timeline Market research should be conducted start from week 1 week 2 of September 2010 Budget $ 320,000 for overall market research budget Advertising agency brief The role of advertising agency: Advertising agency has a responsibility to communicate our brand to the public via mass media. Each media will perform with particular purpose in order to capture a different area of prospect mind. Objective To build the brand awareness of Skoda To motivate consumers demand through the effective media To promote new product SKODA MANIA diesel engines Target audience Male 25 45 year of age. Key thought : VALUE Mood and Tone : Elegance / Prestige / Powerful / Smart Clean Key message : The true value of powerful diesel car Mandatory: All advertisements have function to influence our target audience to purchase the product Key message must out the end of ads scene Brand logo must be shown in all advertisement as well as tagline Simple clever TVC concept must engage a compelling story to unite the idea of with emotional. Story should build audiences emotion and energy with the detailed information of brand image and history. Advertising Campaign Tools Agency must develop 2 TVC , 2 print ads and 1 out of home medias TV Commercial: must be promoted during prime time. Print ads: must be placed in impact areas, could capture mass target audience such as train stations, bus stops, and office building areas and shopping centre. Timeline: Ads will be launched first 3 weeks of October 2010 then week 2 and 4 of both November and December 2010. Then only week 2 on January 2011 Budget $ 1,840,000 for overall advertising budget PR agency brief The role of PR agency: due to we want to establish brand reputation in the market and provide product into new category, PR such a powerful tool to help company accomplish lots of goal such as create Skoda name in consumers mind and capture consumers attention. Objective To build the brand awareness of Skoda To amplify talk of the town as well as buzz of Skoda test drive campaign To create brand value and equity into consumers perception To promote new product SKODA MANIA diesel engines Target audience Consumers, government , dealers , suppliers , corporate , NGOs and employees Key thought : VALUE Key message : The true value of powerful diesel car Required task: Providing press kit / press release to mass media about our brand new product The article published about the brand must be written in the magazine, advertorial and newspaper. The content must be captured attention of consumers, compete share of mind, and highlight on our product attribute VALUE Selecting Skoda brand ambassador who can be represented to brand concept and brand personality It is PR roles to create an attractive test drive event to amplify brands virus and motivate those three groups; Connectors, Marven and Salemen. To launch road show test drive event , let consumers experience with the new Skoda product and create word of mouth Word of mouth PR also responsible for generate the big impact of the buzz, thus we will engage people to word of mouth marketing as a key component to spread our test drive event. To let consumers experience with our SKODA MANIA and it is also opportunity of them to receive our product details and benefit of Skoda concept. Then the consumers will share experience among their friends and family. Moreover, word of mouth is more likely to reach and touch the mind of consumers which could drive the message to reach mass target without or low assistance from the company. So in this test drive event, it is necessary to invite all journalists from car magazine, men magazine and newspapers to attend and experience with test drive as well. The Buzz must encourage all journalists and maven to experience and spread about our product by providing advantage and highlighting on how consumer will perceive the value of the new brand product Timeline : Press release will be launched on week 1 October 2010 Brand ambassador will be selected on week 1 October 2010 Special event will be launched on first week 2 of November 2010 and run on for the 3 weeks Articles and advertorials in magazine and newspaper will start written after first week of test drive event Budget $ 1,440,000 for overall PR budget campaign Media planner brief Objective To select the effective media for all campaign tools Target audience Male 25 45 year of age. Key thought : VALUE Key message : The true value of powerful diesel car Required task Agency needs to select the powerful media

Androgyny in the Characters of Macbeth and Lady Macbeth Essay -- GCSE

Androgyny in the Characters of Macbeth and Lady Macbeth  Ã‚  Ã‚     Ã‚  Ã‚   In her book, Woman and Gender in Renaissance Tragedy, Dympna Callaghan addresses the presentation of women in Elizabethan England, stating that "women were clearly socially subordinate, and the preponderance of discourse on the gender hierarchy was misogynistic" (Callaghan 12). According to Marianne L. Novy in Love's Argument: Gender Relations in Shakespeare: "'Woman' seems to be associated with qualities - emotions, fears, - one has against one's will, and 'man' with a preferable mode of existence. Men are exhorted to be men, and women, playfully or seriously, often attempt to imitate men" (Novy 198). While men and women were born different, it was society's treatment of their distinguishing sexual traits that defined them either as masculine, and thus in a position of power, or as feminine and unable to challenge male authority. Much of the literature composed in Elizabethan England reflects, whether deliberately or inadvertently, the gender inequities cited by Callaghan, Novy, and others. In William Shakespeare's Macbeth, the dynamics of the marriage between Macbeth and Lady Macbeth involve a mutual striving towards manhood as a result of misplaced gender traits in each. Shakespeare develops the androgyny of Macbeth and Lady Macbeth, and this becomes the basis for the offenses they commit in the play. Both characters achieve a position of power and authority through the use of their masculine characteristics, but their feminine characteristics make their gains tenuous and ultimataly cause their downfall. Throughout the play Shakespeare presents the feminine traits within Macbeth as the characteristics that mark him as a flawed man. When Macbeth says... ...speare. Chapel Hill: The University of North Carolina Press, 1984 5. Ussher, Jane. Women's Madness: Misogyny or Mental Illness?. Amherst: University of Massachusetts Press, 1991 6. Williams, Juanita. Psychology of Women. New York: W.W. Norton & Company, 1987    WORKS REFERENCED 1. Belsey, Catherine. The Subject of Tragedy. London: Methuen, 1985 2. Biggins, Dennis. "Sexuality, Witchcraft, and Violence in Macbeth." Shakespeare Studies VII (1975) 3. Gilligan, Carol. In a Different Voice: Psychological Theory and Women's Development. Cambridge: Harvard University Press, 1982 4. Hogrefe, Pearl. Tudor Women: Commoners and Queens. Ames: Iowa State University Press, 1975 5. Howells, John, ed. World History of Psychiatry. New York: Brunner/Mazel, 1975 6. Millett, Kate. Sexual Politics. New York: Ballantine Books, 1987   

CONVERGE :: Essays Papers

None Provided15 CONVERGE Converge is an exhibition on at the South Australian Art Gallery between March 2nd until March 30th. The exhibition profiles a selection of work from Australian artists. Our perceptions are challenged as we explore the nexus between art, science and technology. Combining technology and science with art. Ranging from bioethics to the environment to robotics. The exhibition is based on research and discovery. Australian artists have met the challenge merging art and science together producing work that is contemporary a journey for us all to take. Converge artists are engaged in critical debates helping to fusing social and political issues. Converge symposium (at the Adelaide Festival 2002 and online) is an opportunity to express and share opinions on the many issues Converge brings up. Just how could you bring together Art, science and technology? The artists of Converse have done just this admirably. The works have been produced using many different mediums, exploring cutting edge research. One project named Pig Wings created by Oron Catts and Ionat Zurr uses semi-living tissues to create three dimensional tissue sculptures. In the last five years the artists have grown semi-living objects, by culturing cells on artificial scaffolds. The ultimate goal of this work is to culture and sustain for long periods, tissue sculptures thus creating a whole new artistic palette. The semi-living objects consist of both synthetic materials and living organic matter. This particular project used pig’s marrow stem cells in order to grow three sets of wings. The use of living cell and tissues for artistic purposes has created concerns. It blurs the boundaries between what we consider acceptable and what is not. There has been much debate recently in regard to the use of human embryonic stem cells. These cells could potentially help millions of people, but governments and churches that say it is not ethical to use â€Å"potential† human beings have blocked the use of them. This project could help to challenge our perceptions about the use of stem cells. A piece of work completely different from Pig Wings is Ngurrara Canvas by the Mangkaja artists. This work is a collorative effect with each of the artists painting his or her own piece of country. The piece is eight metres by ten metres and maps the lands that form part of the Great Sandy Desert. The main intention behind the work was political but the artists have worked well together blending each area so as to create a seamless whole.

Organizational Values Essay

The decision individual makes reflect their personal beliefs about what is important for them and the decision organization make reflect their personal belief about what they think is important. The personal and organizational value develops based on the decisions we make. Value alignment comes into place when the values of an individual are same as the values of their organization. If there is no alignment between the organization and employees, then the organization becomes in a more stressful condition. Companies who create a value alignment have very few problems. They know what their employees want and they know how to provide it. The value of the employees is important for successful for an organization. The values of an organization and the values of the nurse impact nurse engagement and patient outcomes. If the nurses have a happy environment in the hospital, it becomes a happy environment for the customers too. When nursing staff members feel empowered in the decision making process, they are energized to share their best talent, and skill. Nurses are the nucleus of the health care organization (â€Å"Nurses as implementers,† 2003). An alignment between hospital and nurses will increase nurses’ satisfaction as well as patient satisfaction. The importance of effective communication in nursing is important when it comes to interacting with patients, medical team members and doctors. Miscommunication causes misunderstandings, low performance, misdiagnosis and patient suffering. Therefore, nurses acquire effective communication skills in order to competently supervise. Communication in nursing practice serves a vital function in the building of helpful relationship patients, and coworkers. Taking time to listen to and understand patients experiences convey a message that patients feeling cared for and respected. Through communication a patient can be reassured and understand their sickness fully. Once, when I worked as a charge nurse, a patient wanted to inform me about something. She told me that her assigned nurse was not giving pain medication on correct time, and demanded for a different nurse. When I talked to the assigned nurse she told me that she gave all pain medication on time and that patient was ready to be discharged but the problem as that the patient didn’t want to leave. I checked the medication administration record and it indicated that the nurse gave all the medication on time. I didn’t change the assigned nurse instead I decided to take care of the patient. I talked with the patient asked her why she doesn’t want to go home. She replied saying that the pharmacy she gets her medication from is closed on Saturday and Sunday and she cannot get her discharge medication until Monday. She also complained about not having any ride back home after being discharged. I called the social worker and she arranged to get her medication for the patient from hospital’s charity for few days and also provided the patient with a cab voucher. I called the cab and discharged the patient home without any problem. The way I handled this situation was by communicating to the patient, and knowing her needs, and acting accordingly. By effectively communicating, problems can be solved easier without any further dissatisfaction from the patient. Nurses are able to prevent or manage conflicts by improving their communication skills. It is important for the nurse to try to understand the other party’s situation. Then the nurses can become focused about being understood. Typically during a conversation, an individual is already tries to think of a response to give to a person instead of just listening to what is being said (Marshall, 2006). Most importantly the nurse must have the patience to listen, and not interrupt while the other person is talking. A good communication skill allows the nurse to resolve his or her own conflicts or take appropriate actions for conflict resolution between other individuals. Communication is the key factor in response to any problems. Effective communication helps maintaining credibility by solving the problems that arrive. Effective communication techniques influence the values of other nurses and are effective in problem-solving processes in the organization and the profession. People use organization values to lead themselves throughout their lives. Organizational values and each employee’s personal values need to blend in as well as impact people’s behaviors and attitudes in the workplace. When employees fails to connections between taking responsibility for living their own lives and the accomplishment of organizational objectives, those organizations run the risk of falling short on promises made to customers, or worse, failing to meet ethical or legal standards.

Moral Law in Trifles

Throughout history it is shown that women have been looked down upon by men. They have been considered inferior to the opposite sex and even as a form of property. â€Å"Trifles† take place in 1916 where the rights of women are yet to be stated a place that is ruled by the paterfamilias, the men. Only men knew what was right, only men knew what was best for their families. Men criticized women a lot and made fun of them.Men do not understand the difficulty of these duties and the hard working hours that are needed to keep a farmhouse and or a family tidy and well organized. Women just make their lives look easier by cooking, cleaning and caring for their children. Although today, we are not burdened with this struggle of being physically and emotionally abused by men, women in the early 1900’s struggled to break free from this mold formed by society.In the â€Å"Trifles† this type of living made lively, singing, happy Minnie Wright turn into a mentally disturbed, cold and routine robot after she married her husband, Mr. Wright. However, in the play women are far from being decorative. They actually show greater strength than the surrounding men. As the men went upstairs to investigate what happen to the husband, the women stays down stairs. They were able to look at the scene and pay attention to the details which lead them to uncover the clues that Mrs.Wright murdered her husband. At that time before the men came downstairs, the women hid the evidence and did not judge Mrs. Wright for her action. I can only say that moral justice prevailed and that law should not be so strict in some cases because there are more psychological aspects in a human mind. The women hid the evidence as an act of compassion for Mrs. Wright. Stealing the box with the dead bird is an act of loyalty to their gender and of defiance against a callous patriarchal society.A murder case like this at that particular time was a shocking thing to solve because it involved t iny details that men could not understand or view without the help of women. Details that are presented in women lifestyle, Mrs. Peter and Mrs. Hale was able to relate to Mrs. Wright to the murder of the killing of her husband. This conflict is the moral justice versus the legal justice meaning that justice can be based on what somebody conscience suggest what is right or wrong, rather than on what that strict law says to be done.Although Mrs. Peters was hesitating about the decision of hiding the evidence, she knew it was the right thing to do. The women understood the moral law and the Sheriff Hale and the County Attorney represented legal justice. In this world women have always been treated second best by men and like they were never good enough for careers outside of the home. The sex of a person should not determine what type of job a person should have. Due to those facts the women in â€Å"Trifles† stood by each other to cover Mrs. Wright tracks

Evolution of Folk Music

The Evolution of Folk Music Almost all of the music that we hear today can be traced back in one way or another to folk music. The evolution of folk music is rich in history and it is easy to see how the current events and the times created the changes that were to occur. Folk music got its roots from Anglo-American Folk Music and later evolved into what was known as the blues and continues to influence much of the music that is written to this day. Many artists have had major impacts on the music industry some of which are Bob Dylan, Woody Guthrie, Pete Seeger, Bessie Smith, Ma Rainey, Muddy Waters and B.B. King. Their individual styles were essential in the evolution of music. By taking a closer look at Anglo-American Folk Music and each of these artists we will be able to understand the role that each of them played in their specific genres. Anglo-American Folk Music occurred during the time that the original thirteen colonies were being created. It got its start from what was cal led Psalmody which is the rendering of the 150 psalms of the Old Testament; however they were present in the form of songs. Psalmody is one of the oldest traditions of western music.Psalm tunes were carried over from the old world through the found of the colonies by the English and Dutch. They were often kept in a psalter which is a book that contained psalm tunes. Pilgrims were the first to bring psalters to Plymouth when they arrived in 1620. The religious reform in the 16th century that started in Europe had the greatest impact on the subject matter of Anglo-American Folk Music which was mainly focused on communicating religious matters. Over the course of 100 years we find that two different styles of communicating the old testaments.One of those was in the written format and the other was in what was called â€Å"the usual way† which was through oral communication. The oral tradition is where the Anglo-American Folk style evolved from. It involved what was called  "lining out† which is basically one person singing or reciting lines of psalm tunes. There were many critics of the oral tradition who said that there was not enough variation in the tunes and that there were too many changes in pace. The answer to these criticisms was found in singing school during the American Revolution here we see an increase in the musical abilities of our new nation. Of course these schools mainly resided in more highly populated areas. Out in the country you would often find what were called singing masters and composers who often were no more than just common people like craftsmen or small business owners. It was in these singing masters that we found a return to the lack of variation in tunes which was given the name â€Å"strophic form† which simple means that the music is the same for all lines. Strophic form is very common in folk music.The American folk singer Woody Guthrie lived from 1912 to 1967. Woody grew up in Oklahoma and decided to t ravel out to California during the great depression in hopes of finding better opportunities. However, all he found was more heartache. The economy in California was no better than the rest of the United States. Many of Guthrie’s songs reflect the trials and tribulations of the people he met in his life and of his own life. He is one of the few artists that was truly able to connect to the common people in ways that other artists could not.His music is about the things that happen in people’s everyday lives. He sings about people packing up and looking for better opportunities in other places. His music also varied in its tone. Some of his songs are upbeat and cheerful while others have a more sobering tone to them. In addition to singing and performing Guthrie also had a passion for writing. It is said that he made use of his G. I. bill after the war and attended a college where he took philosophy and writing along with a few other classes. However, he decided to drop out before he finished because he decided he needed to hit the road.Woody Guthrie was unique in his style and lyrics. He never felt the need to alter his style in order to fit in with the changing fads. His style is the epitome of what folk music should sound like. We often hear him make use of the strophic form in his songs. He was an inspiration to many musicians that followed him, which included the well known Bob Dylan. Guthrie enjoyed working with other musicians as well like Pete Seeger. Many folk singers including Woody Guthrie had strong political views which often came through in their lyrics.Much of folk music emerged during times when people felt that government was being unfair in the way the common people were being treated and that changes needed to be made in order to bring equality back. I think this is perhaps the one commonality that many folk singers had in common when it came to their music and what was driving their lyrics. Guthrie, Seeger and Dylan were all ve ry popular during times of war which had major affects on their careers and the choices they made. A fellow folk artist who Guthrie was known to perform with from time to time is Pete Seeger.Like Guthrie, Seeger was another folk activist who often sang songs that called for changes in political matters and more equality for the common people. The Almanac Singers was the name of the band that Seeger was a member of. Seeger formed the group in 1941 which was made up of a group of left-wing New Yorkers. Although the group made drastic efforts to try to create a band where everyone was equal they had difficulty battling the media in attempts to keep Seeger out of the spotlight. The Almanac Singers often found themselves in the company of Woody Guthrie.The group got along easily because they had the same political views and shared the same musical style. Seeger and Guthrie were also known to write songs together. One of their most well known songs is â€Å"Pittsburg† which was a c ompilation of their feelings about the war, environment and corruption in the steel industry. The subject matter of Seeger’s music gave him the title of most boycotted performer in history. There have even been accounts of attacks by people at his performances because of the lyrics his band chose to sing.Right before the Nazi’s invaded Russia the CIO had approached the Almanac Singers to go on a national tour with them. The news of the attack was released the day before they were due to leave for their tour. Since most of their song were anti war people could not make the decision to continue to support their music when it was against something that was now a necessary evil. One journalist said that the grouped â€Å"lacked the true politicians facility for changing overnight and the group soon found themselves in trouble† (Dunaway 91). This came to be the end of the band.Another folk artist who came to be well known because of his songs of protest is Bob Dylan. It seems fitting that one of his major influences and all time idol is Woody Guthrie. Like Guthrie, Dylan wrote songs about â€Å"general human conditions such as poverty† (Lorenzo and Kingman 76). One of his most well known songs is â€Å"Masters of War† which was originally written because of the cold war. However, after the release of the song it was found that the feelings that the song was able to create within listeners was the same during the time of the Vietnam War and even later to the War on Terror.Accounts of a concert that Dylan performed at on Veterans day in 2002 said that the crowd had the same feelings and sentiments that was felt by people during the first release at similar performances. Unlike Guthrie who kept his style consistent throughout the years, Dylan was known to change up his style, sound, type and even material of his music. These changes often caused fans to feel like they no longer could relate to the music of Dylan because they had just grown accustomed to the latest styles of his music. Others were suspicious of his constant changing and often accused him of chasing trends.However, Dylan’s compositions usually stayed true to the original style of protest songs in that they used barrow tunes from older songs with an ostinato found in the accompanying guitar while Dylan did his best to show authenticity in his voice. Regardless of how people feel about Dylan he still is seen as one of the major players in the folk music industry. Another form of music that originated from folk music is the blues. While it is said to be related to Black folk music from the south it is safe to say that Black folk music was highly influenced by American folk music.Black folk music was well known for use of antecedents in the form of hollers and cries which was still present in some forms of blues. The blues relates very closely to folk music by means of their subject matter. It was common for â€Å"some blues to speak of a nam eless depression, work or lack of it, poverty† (Lorenzo and Kingman 76). While some blues tells of hardships it also speaks often of personal lament of the relationships between men and women. One of the best known blues singers is Bessie Smith who is often referred to as the â€Å"Empress of Blues. By the end of her first recording year she was said to have sold over 2 million records and at one point in her career was responsible for saving Columbia Records from going bankrupt. Bessie Smith is most famous for her performances in which she was able to master the use of idioms and delivery her songs with such forcefulness that there are not that could surpass her in the industry. Towards the end of Smiths career she refused to adjust to the more modern tones which eventually led to her falling out of the music industry.Even though she was one of the most highly purchased recording artists she managed to spend all of her earnings without saving anything for her later life. It is said that when she died in a car accident in 1937 that she died without a penny to her name. A major reason for her lack of financial stability could be attributed to her life long battle with alcoholism. Bessie Smith was lucky to have worked with and learned from the Mother of Blues, Ma Rainey. Ma Rainey got her start as a young child in the minstrel-show business. However her music was always closest resembled rural folk blues when compared to other blues artists.Many of Ma Rainey’s song were found to empower females, which was often the opposite of the image that was portrayed by Bessie Smiths lyrics. I think it is important to make a connection between more traditional folk music and the blues that were sung by Smith and Rainey. It is important to remember that many folk singers were inspired by the changing times and unfair poverty that was being forced upon the majority of people during those times. Similarly, the blues era occurred immediately following the abolitio n of slavery.Much of the blues was focused on the expression of individual emotional needs. Considering that blacks had just been given their personal freedoms they were still imprisoned by their social and financial standings. It seems to make sense then that the music would focus on the one thing that they really did gain freedom in which was their love lives and the ability to choose who they would have relationships with. â€Å"Freely chosen sexual love became a mediator between historical disappointment and the new social realities of an evolving African American Community† (Davis n. ag). Many of the songs by Ma Rainey and Bessie Smith were about the changes in what was believed to be the â€Å"place† of women in the world. They were singing for more equality and for people to realize that the sole purpose of a woman was no longer to please her husband and to care for a household but that she could be independent and earn a living and take care of herself and her family if need be. Both the blues and folk music had important messages to communicate in regards to the changes occurring in society. Another well known blues singer was Muddy Waters.He was actually born with the name McKinley Morganfield but he was given the nickname Muddy by his mother and later decided to legally change his name. Waters musical style helped blues to transform into the next style of music which would be names rock and roll. Waters was responsible for introducing amplified music to blues. He is often referred to as the father of modern Chicago Blues which would be in the urban blues category. Urban blues introduced the use of more instruments of which included the piano and drums along with many others. Waters was strongly influenced by the more traditional gospel tradition.However, his own style was not so traditional in any sense. He gained his notoriety by his mastery of a guitar style that is called bottleneck. When Waters was discovered a scout was sent to fi nd a man that worked in the same field that Waters worked in. When the man got there he found that the person he was looking for had passed away and instead he discovered Waters. Race records were common during this time and it is most likely that Waters was discovered during an expedition to record race records that would be able to turn some quick sales.Because Waters was a man with such great talent the scout came back looking for him again and eventually Waters moved to Chicago and make music his life. Waters did not find it easy for him to make a name for himself in the music industry. It was not until after he had toured in England that he was able to return to the U. S. and was finally being seen for what he really was by the American people. Waters has been a major influence on many of today’s artists. Another blues artist who helped to pioneer the change from blues to rock and roll is B. B.King. King experienced the loss of his mother at the age of four years old and has been said to have had the blues running through his veins ever since that day. Like many artists King was able to use the pain and hardships in his life as inspiration for his music. However, his music also covers issues of the Civil Rights Movement and even the complicated politics that surrounded the music industry. His greatest success would have to be the part he played in pushing the limits and finding huge success in changing over from blues to rock and roll.It is often a difficult task to get people to change from their old ways and try something knew but King was able to win over fans and help give birth to one of the greatest musical eras to this day. After looking back at the history of where folk music originated and then taking a closer look at some of the artists of various eras of music it is easy to see how even the songs we hear on the radio today can be traced back to folk music roots. The one thing that music seems to keep in common in all eras is that there w ill often be songs that relate to the current events of the time.Especially when there is an unusually hardship or major event that has shaped society. After the war on terror began there were many artists from all genres that began to sing songs about our soldiers and their families and the heartache and pain that people were experiencing from the loss of loved ones of loneness of being apart. I think that music will continue with this oral tradition of communicating events and problems for the rest of time. Works Cited Candelaria, Lorenzo, and Daniel Kingman. American Music: A Panorama. 4th ed. Schirmer:Cengage Learning, 2004, 2007, 2012.Print Cray, Ed. Ramblin’ Man: The Life and Times of Woody Guthrie. New York: Norton andcompany, 2004. Print. Danchin, Sebastian. Blues Boy: The Life and Music of B. B. King. Mississippi: University Pressof Mississippi, 1998. Print. Davis, Angela Y. Blues Legacies and Black Feminism. New York: Vintage Books, 1998. Print Davis, Francis. The H istory of the Blues: The Roots, the Music, the People. Cambridge: Da CapoPress, 2003. Print. Dunaway, David King. How Can I Keep From Singing? The Ballad of Pete Seeger. New York:Villard Books, 2008. Print.