English Language Learning Essay example -- Education, Gujarati Familie

The overall aim of this research is to explore historical and contemporary discourses of social policies of identity, socialization, multiculturalism and sense of belonging in relationship to the practices of the nonchalant (Lewis 2004) and to explore how the individuals make sense of their world through and by their experiences and practices of it. I will particularly focus on the area of language learning as a part of identity organisation to find out how participants are involved in the act of making their language learning possible in spite of all the challenges. By this I mean not to reveal what really happens, but rather to analyse participants accounts in relation to the political discourses surrounding language, assimilation and community cohesion. Duke (2002 42) argues taking a qualitative route in relation to researching social policy is essential when trying to delve into parts of the policy process which decimal methods cannot reach. They have the potential to explo re innovation, originality, complexity, interactions, conflicts and contradictions. This research is, therefore, an attempt to find answers to the problems and predicaments related to English language learning under different political agenda and to present how these varying determinants had an effect on the process of language learning and identity formation of Gujarati women in the diaspora. THE CONTEXT OF RESEARCHIt is important to contextualise the process of identity formation of Gujarati women with what was happening in Britain in regard to race relation at both the time of their arrival and the various stages of settlement since. The 1970s was a accomplishment when many Gujarati families arrived in the UK as refugees or economic migrants... ...r levels of ability In English for refugees and other migrants to the U. K. by linking language ability with employment potential (DFES Publications,2010). thus on one hand, the government is stressing the importance of English lang uage learning, on the other hand, the funding for the programmes that provide language training is being cut. There is no doubt that how the migrant women learnt/learn English is shaped by these policies which had/have direct impact on their learning. This research aims to highlight the discrepancies in the policy doctrines and their implementation by comparing the impact of the policies on the process of English language learning of Gujarati women under different political regimes. It focuses on how identities are shaped as an outcome of the political agenda by the qualitative study of the learning journeys of Gujarati women in London.

The Daughter Of Time By Joseph Essay -- essays research papers

Josephine Teys The Daughter of Time is a historical romance that looks at the belief thatRichard III, King of England, murdered his two nephews in order to maintain his power. This novel alsosupports the belief that the truth comes out done time. In the novel the main character, Grant, isconcerned with what he believes is a unknown fact of whether or not the long ago King of Englandwas guilty. Throughout his search for the termination Grant discovers many history books which all tendto survey Richard in different ways. It is from these different views of the same man, that one can drawthe conclusion that bias plays a major role in the validity and credibility of documents and personalaccounts. So what is the role and in what ways does the truth come out through time?As historians we must look at what it is that we are reading. In saying this it means we mustread between the lines. And not just touch the words but where they came from and what the generator istrying to say. As was demonstrated in The Daughter of Time, the documents which Grant read alldiffered in the way they viewed Richard III. This could have been because the writers attitudestowards Richard were all different. For example, in the novel, Sir Thomas Mores and later accounts ofRichard III were derived from John Morton, Richards bitterest en enemy. Sir Thomass account wasfrom the view of someone who hated Richard and is therefor considered biased. As a historian it isimportant to realize that some ...

The Yellow Wallpaper as an Attack on Radical Feminism -- Yellow Wallpa

The yellow Wallpaper as an Attack on Radical Feminism The Yellow Wallpaper explores mental illness and, through this exploration, presents a critique of the place of women in a patriarchal society. Interestingly, Charlotte Perkins Gilman never intended the latter. The primary intent of her little story is to criticize of a physician prescri fuck treatment called rest cure. The treatment, which she underwent, required female patients to live as domestic a life as possible (Gilman). This oppressive treatment, however, parallels the oppression of women. As such, The Yellow Wallpaper has been interpreted as a feminist work. In the story, Gilman comments on the status of women, the nature and ascendent of their confinement and the possible modes of escape. Afflicted by hysteria and nervous depression, the narrator in this story, symbolic of all women, is confined. The condition of the narrator is such that she is absolutely interdict to work and unable to relieve the press of idea s through creative endeavours. The narrator makes continued reference to immovable objects and thereby, creates a sense of confinement. Hedges and walls and gates that lock bet to enclose the colonial mansion and hereditary estate. The garden is full of box-bordered paths. Everything is structured, rigid and restrictive. The windows of the nursery are barred. The narrator sleeps on a great immoveable bed which is nailed down. Yet, the nursery is a paradox of images the images of confinement are contrasted with descriptions of the nursery. The nursery is a big, airy room that has windows that look all ways, and air and sunshine galore. and was, at unrivaled time, a playroom and gymnasium. The use of contrasting image... ...front her confinement the wrong way. It is through these events in the story that Gilman does seem to be criticizing women for seeking their freedom at the put down of men. Gilman, while attacking the repression and oppression of women, seems also to attack rad ical feminism by pointing out that contempt for the opposite sex does nothing to further the feminist cause. Feminists, therefore, should be examples of proper conduct. They should continue to strive for equality but in a manner, that does not alienate men and other women. Works Cited Gilman, Charlotte Perkins. The Yellow Wallpaper. The Harbrace Anthology of Literature. Eds. Jon Stott, Raymond E. Jones, twine Bowers. 2nd ed. Toronto Harcourt Brace, 1998. Gilman, Charlotte Perkins. Why I wrote the Yellow Wallpaper reprinted article. URL http//fmc.utm.edu/lalexand/reply.htm

Gabriel Garcia Marquezs Love in the Time of Cholera :: Essays Papers

Gabriel Garcia Marquezs Love in the Time of CholeraGabriel Garcia Marquez, author of Love in the Time of Cholera, depicts his characters by having them act in certain ways, in ways of love and care towards others. Each character acts certain ways to certain people, both to gain respect, love, friendship or hatred. Marquezs character Florentino Ariza, is desperately in love with Fermina Daza, a beautiful young lady (early in the novel), who promises him her hand in marriage then breaks that promise by marrying Dr. Juvenal Urbino. Although heartbroken Arizas love for Fermina would still continue over many long years, thus showing how untold he was in love with her.Over the years Ariza would do many things to attempt to woo Fermina back into his arms, n ane that would prosper. All of the acts he committed, he committed for the love he had for her. Most of the actions she would never know of, for he would never show nor tell her about such things. It seemed almost daily Marquez had Ariza writing Fermina a poem, a song or some sort of letter. Most which would never make it into her hands. Florentino Arizas love for Fermina Daza went beyond just loving her. He was rattling IN love with her. People can love many people, but I believe that there can truly only be one person you are IN love with. Ariza would sacrifice so much throughout his life to attempt to move over her attention. He would quit jobs, and move to be near her or to even just see her for a split second, like he would do when he went to the park to see her walk past. Ariza would at last work hard and become prosperous and wealthy, again trying to impress Fermina.Arizas love went beyond the childish love that most of us have endured. He waited fifty-one years to be with the woman that he considered his soul mate. This truly shows a great deal of self-determination and love for another human.

Dysfunctional Families In Cana Essay -- essays research papers

Dysfunctional family relationships form the basis of many Canadian short stories. Often, tragedy is the obliterate result of severe family breakdown. In other cases, personality defectsare directly traceable to poor family dynamics. In the stories Hurt, Fall of a City, and The telephone set of Hollyhocks there were very profound family problems.The difficulty in the father/son relationship in Hurt reflects a role reversal. Even thoughStevie is tho a young boy, he took care of himself and his father. Stevie made his ownmeals and when his father was inebriated, he ...went down to the store and got him acouple bottles of vanilla to sober up on. (pg. 195) In a family situation a young childsuch as Stevie should not have the responsibility of taking care of his parent. Moreover, even when Stevies father was sober, Stevie could do whatever he liked withoutconsequence. Skip described such a freedom when he said that Stevie went to schoolwhen he precious to go... (pg. 193) This lack of r ules or an authority figure demonstratesthe dysfunctionality of this family. Also, Stevies father was a violent alcoholic. Skipobserved that somedays Stevies father would be ...pounding on the walls with his fistsand nemesis and crying all at the same time... (pg. 195) The parent/child role reversal , the lack of structure, discipline, and authority in the home and the violent episodesdemonstrate the pointedness of dysfunction in this family.Fall of a City depicts the dysfunctional...

Dysfunctional Families In Cana Essay -- essays research papers

Dysfunctional family relationships form the basis of many Canadian short stories. Often, tragedy is the end burden of severe family breakdown. In other cases, personality defectsare directly traceable to poor family dynamics. In the stories Hurt, Fall of a City, and The Sound of Hollyhocks there were very profound family problems.The difficulty in the generate/son relationship in Hurt reflects a role reversal. Even thoughStevie is only a young boy, he took care of himself and his father. Stevie made his ownmeals and when his father was inebriated, he ...went down to the store and got him acouple bottles of vanilla to sober up on. (pg. 195) In a family situation a young childsuch as Stevie should not have the responsibility of taking care of his parent. Moreover, even when Stevies father was sober, Stevie could do whatever he liked withoutconsequence. Skip described such a freedom when he said that Stevie went to schoolwhen he wanted to go... (pg. 193) This deficiency of rules or an authority figure demonstratesthe disfunctionality of this family. Also, Stevies father was a violent alcoholic. Skipobserved that somedays Stevies father would be ...pounding on the walls with his fistsand swearing and holler all at the same time... (pg. 195) The parent/child role reversal , the lack of structure, discipline, and authority in the home and the violent episodesdemonstrate the degree of dysfunction in this family.Fall of a City depicts the dysfunctional...

The Short Second Life of Bree Tanner Chapters 11

That didnt make sense to me. Didnt the secrecy protect her more(prenominal) than it protected any of us? Riley hurried on forrader we had too long to examine his statement.Of course, it doesnt matter now that theyve decided to sustain on Seattle. We wil surprise them on their way in, and we wil annihilate them. He whistled a private low none with his teeth. Done. And then not only is the city al ours, other covens wil know not to mess with us. We wont beat to be so careful to c constantlyywhere our tracks anymore. As much blood as you compliments, for everyone. Hunting every night. Wel move right into the city, and we will rule it.The growls and snarls were desire applause. Everyone was with him. Except for me. I didnt move, didnt make a sound. Neither did Fred, tho who knows why that was?I was not with Riley because his promises sounded exchangeable lies. Or else my whole line of logic had been wrong. Riley tell it was only these enemies that unplowed us from hunting wi th bring out caution or restraint. tho that didnt go along with the fact that al other vampires must have been discreet, or humans would have known about them long ago.I couldnt c erstntrate to work it out, because the door at the top of the stairs had not moved. DiegoWe have to do this together, though. Today Im handout to lead you through some techniques. Fighting techniques. Theres more to this than just scuffling around on the floor like toddlers. When it gets dark, wel go outside and traffic pattern. I want you to practice hard, but keep your focus. I am not losing another member of this coven We al need each other every one of us. I wil not tolerate any more unthinkingity. If you think you dont have to listen to me, you are wrong. He paused for a short blink of an eye, the muscles in his face shifting into a new-fashioned arrangement. And you wil learn how wrong you are when I take you to her I shuddered and felt the tremor through the room as everyone else did, too a nd hold you while she rupture off your legs and then slowly, slowly burns off your fingers, ears, lips, tongue, and every other superfluous appendage one by one.Wed al lost a limb, at least, and wed al burned when we became vampires, so we could easily imagine how that would feel, but it wasnt the threat itself that was so terrifying. The truly scary thing was Rileys face as he said it. His face was not twisted in rage, the way it usual y was when he was angry it was calm and cold, smooth and beautiful, his intercommunicate curled at the edges into a smal smile. I suddenly had the impression that this was a new Riley. Something had changed him, hardened him, but I couldnt imagine what could have happened in one night to create that cruel, absolute smile.I looked away, shivering a little, and saw as Raouls smile shifted to echo Rileys. I could almost see the gears turning in Raouls run. He wouldnt kil his victims so chop-chop in the future.Now, lets get some teams figured out so that we can work in groups, Riley said, his face normal again. Kristie, Raoul, get your kids together and then divvy up the rest evenly. No fightingShow me you can do this rational y. Prove yourselves.He walked away from those two, ignoring the fact that they fel almost immediately into bickering, and do an firing around the outside edge of the room. He touched a few vampires on the shoulder as he passed, nudging them toward one of the new leaders or the other. I didnt realisticize at outgrowth that he was heading in my direction, because he took such a wide way around.Bree, he said, squinting toward where I stood. It looked like this took some effort.I felt like a block of ice. He must have smel ed my trail. I was dead.Bree? he said, softer now. His voice reminded me of the first time hed talked to me. When he was nice to me. And then even lower, I promised Diego Id give you a message. He said to tel you it was a ninja thing. Does that make any sense to you?He stil couldnt loo k at me, but he was edging closer.Diego? I murmured. I couldnt help myself.Riley smiled a tiny bit. Can we talk? He jerked his head toward the door. I double-checked al the windows. The first floor is add together y dark and safe.I knew I wouldnt be as safe once I walked away from Fred, but I had to hear what Diego had treasured to tel me. What had happened? I should have stayed with him to meet Riley. I fol owed Riley through the room, keeping my head low-spirited. He gave Raoul a few instructions, nodded to Kristie, and then went up the stairs. From the corners of my eyes I saw a few people curiously watch the direction he was going. Riley passed through the door first, and the kitchen of the home was, as hed promised, total y black. He motioned for me to keep fol owing and led me through a dark hal past a few open bedroom doors, then through another door with a dead bolt. We ended up in the garage.Youre brave, he commented in a very low voice. Or real y trusting. I thought it would be more work to get you upstairs with the sun up.Whoops. I should have been more skittish. Too late now. I shrugged.So you and Diego are pretty tight, right? he asked, just breathing the talking to. Probably, if everyone were silent in the basement, they would stil be able to hear him, but it was pretty noisy down there right now.I shrugged again. He saved my life, I whispered. Riley lifted his chin, almost but not quite a nod, and appraised. Did he believe me? Did he think I stil feared the day?Hes the best, Riley said. The capableest kid Ive got.I nodded once.We had a little meeting about the situation. We agreed that we need some surveil ance. Going in blind is too dangerous. Hes the only one I trust to scout ahead. He exhaled, almost angrily. Wish I had two of him Raouls got too short a fuse and Kristie is too self-absorbed to get the big picture, but theyre the best Ive got, and Il have to make do. Diego said you were smart, too.I waited, not sure how much of our point Riley knew.I need your help with Fred. Wow, that kid is strong I couldnt even look at him tonight.I nodded cautiously again.Imagine if our enemies cant even look at us. It wil be so easyI didnt think Fred would like that idea, but peradventure I was wrong. He didnt seem like he cared anything for this coven of ours. Would he want to save us? I didnt respond to Riley.You spend a lot of time with him.I shrugged. Nobody bothers me there. Its not easy.Riley pursed his lips and nodded. Smart, like Diego said.Where is Diego?I shouldnt have asked. The words just ripped out of their own accord. I waited anxiously, trying to look indifferent and most likely failing.We dont have time to waste. I sent him south the countenance I found out what was coming. If our enemies decide to attack early, we need the advance warning. Diego wil meet up with us when we move against them.I tried to imagine where Diego was now. I wished I were there with him. Maybe I could talk him out of doing Rileys bidd ing and presentting himself in the line of fire in the process. But maybe not. It seemed like Diego was thick with Riley, just like Id worried.Diego wanted me to tel you something.My eyes snapped to his face. Too fast, too eager. Blew it again.Sounded like nonsense to me. He said, Tel Bree Ive got the handshake figured out. Il show her in 4 days, when we meet up. I have no idea what that means. Do you?I tried to force a poker face. Maybe. He did say something about needing a secret handshake. For his underwater cave. Some kind of password. He was just kidding around, though. Im not sure what he means now.Riley chuckled. Poor Diego.What?I think that kid likes you a lot more than you like him.Oh. I looked away, confused. Was Diego giving me this message as a way to let me know I could trust Riley? But he hadnt told Riley I knew about the sun. Stil, he must have trusted Riley to tel him so much, to show Riley that he cared about me. I thought it would be wiser to keep my mouth shut, though. Too much had changed.Dont write him off yet, Bree. Hes the best, like I said. Give him a chance.Riley was giving me romantic advice? This could not get weirder. I bobbed my head once and muttered, Sure.See if you can talk to Fred. Make sure hes on board.I shrugged. Il do what I can.Riley smiled. Great. Il pul you aside before we leave, and you can tel me how it went. Il keep it casual, not like tonight. I dont want him to feel like Im spying on him.Okay.Riley motioned for me to fol ow and then headed spur to the basement.The training lasted al day, but I wasnt part of it. After Riley went back to his team leaders, I took my spot beside Fred. The others had been divided up into four groups of four, with Raoul and Kristie directing them. No one had picked Fred for a side, or maybe hed ignored them, or maybe they couldnt even see that he was there. I could stil see him. He stood out the only one not participating, a big blond elephant in the room. I had no desire to insinuate myself into either Raouls team or Kristies, so I just watched. No one seemed to notice that I was sitting out with Fred. Though we must have been somewhat invisible, thanks to talented Fred, I felt horribly obvious. I wished I were invisible to myself that I could see the il usion so that I could trust it. But no one noticed us, and afterwards a while I could almost relax.I watched the practicing closely. I wanted to know everything, just in case. I wasnt planning on fighting I was planning on finding Diego and making a break for it. But what if Diego wanted to fight? Or what if we had to fight to get away from the rest? Better to pay attention.Only once did anyone ask about Diego. It was Kevin, but I had a sense that Raoul had put him up to it.So, did Diego end up getting fried after al ? Kevin asked in a forced joking tone.Diegos with her, Riley said, and no one had to ask who he meant. Surveil ance.A few people shuddered. No one said anything more about Diego.Was he real y wit h her? I cringed at the thought. Maybe Riley was just saying that to keep people from questioning him. He probably didnt want Raoul getting jealous and feeling second best when Riley needed him at his most arrogant today. I couldnt be sure, and I wasnt going to ask. I kept quiet, as usual, and watched the training.In the end, watching was boring, hungry(p) work. Riley didnt give his army a break for three days and two nights straight. During the daytime it was harder to stay out of the mix we al were crammed so tightly into the basement. It made things easier in one way for Riley he could usual y catch a fight before it got ugly. Outside at night, they had more room to real y work around each other, but Riley was kept busy darting back and forth to catch limbs and get them back to their owners quickly. He kept his flavor wel, and hed been smart enough to find al the lighters this time. I would have bet that this would spin out of control, that wed lose at least a couple of coven members with Raoul and Kristie skirmishing head to head for days on end. But Riley had better control of them than I had thought possible.Stil, it was mostly repetition. I noticed Riley saying the same things over and over and over again. Work together, watch your back, dont go at her head-on work together, watch your back, dont go at him head-on work together, watch your back, dont go at her head-on. It was kind of ridiculous, real y, and made the group seem exceptional y stupid. But I was sure I would have been just as stupid if Id been in the thick of the fight with them rather than watching calmly from the sidelines with Fred. It reminded me in a way of how Riley had dril ed into us our fear of the sun. Constant repetition.Stil, it was so dul that after about ten hours that first day, Fred produced a deck of cards and started playing solitaire. That was more interesting than watching the same mistakes over and over again, so I mostly watched him.After about another twelve hours we were inside again I nudged Fred to point out a red five that he could move over. He nodded and made the change. After that hand, he dealt out the cards to both of us, and we played rummy. We never spoke, but Fred smiled a few times. No one ever looked our way or asked us to join in.There were no hunting breaks, and as time went on, this got harder and harder to ignore. Fights broke out more regularly and with less provocation. Rileys commands got more shril, and he tore off two arms himself. I tried to forget the burning thirst as much as possible after al, Riley must have been getting thirsty, too, so this couldnt last forever but mostly thirst was the only thing on my mind. Fred was looking pretty strained. earlyish into the third night one more day to go, and when I thought about the ticking clock it tied my empty stomach into knots Riley cal ed al the mock fights to a halt.Round it up, kids, he told us, and everyone moved into a loose half-circle facing him. The origin al gangs al stood close together, so the practicing hadnt changed any of those al iances. Fred put the cards in his back pocket and stood up. I stood close to his side, counting on his repulsive aura to hide me.Youve done wel , Riley told us. Tonight, you get a reward. crisp up, because tomorrow youre going to want your strength.Snarls of relief from almost everyone.I say want and not need for a reason, Riley went on. I think you guys have got this. Youve stayed smart and worked hard. Our enemies arent going to know whats hit themKristie and Raoul growled, and both of their companies fol owed suit immediately. I was surprised to see it, but they did look like an army in that moment. Not that they were march in formation or anything, but there was just something uniform about the response. Like they al were part of one big organism. As always, Fred and I were the glaring exceptions, but I thought only Riley was even the slightest bit aware of us every now and then his eyes would s can crosswise where we were standing, almost like he was checking to make sure he stil felt Freds talent. And Riley didnt seem to mind that we werent joining up. For now, anyway.Um, you mean tomorrow night, right, boss? Raoul clarified.Right, Riley said with a strange little smile. It didnt seem like anyone else noticed anything off in his reply except for Fred. He looked down at me with one eyebrow raised. I shrugged.You ready for your reward? Riley asked.His little army roared in response.

What are the scope, breath and units of ethics according to the following theorist: Plato’s Euthypro and Republic

Plato. Scope The freedom of choice of a man is very(prenominal) austere and harmful phenomenon. The man can not choose what is holy and unholy and so the only thing directing the person in life if headache. The fear of the gods would have saved you from the danger of acting wrongly, and youd have been cursed in front of gentleman beings. Breath since the essence of every phenomenon, including life of suspire creatures is to fulfill a certain function. In these measures men should fulfill their function to wear proper life for the good of the city-state. But life is not a function of a soul, but its proper quality.Units of ethic just man is not wise or good, and just man is not supposed to live a long and happy life, while unfair miserable and unhappy? The difference between two is that the man who practices justice does so unwillingly, since he lacks the author to violate it. And in life in general he will walk the only possible road he knows the just one, while the unjust man will yearn for more, and it doesnt matter for what exactly, since he has options. Republic. Scope the freedom of choice or deliberate decision is a punishment for human beings minded(p) by gods.And free choice depends on the essence of our soul. Breath Can evasion or violence be succeeded with the gods? Well, if they dont exist or dont involve themselves with human affairs then whats the point to consider their observation in our deeds? But if they exist, we sh whole counterbalance a just penalty for our crimes in the place c in alled Hades. The choice is of men or of his destiny Units of ethic two people just and unjust given the same opportunities would act the same temptation would be too strong. And this is the evidence that none are just willingly, but only by compulsion.And they act the very way because everyone thinks that in personal case wrong is much more profitable than justice. If anyone having this licence to refuse to do any injustice, or to posses the propert y of others, all who were aware of it would consider him a most contradictive and irrational creature, though they would praise him before each other faces, deluding one another through their fear of injustice influence. Euthyphro. Scope everyone has the choice, and the only difference of a choice is what we should pay for the results of it.Whoever has unjustly killed another should be punished by all means. Breath Holy is all gods love and people are meant to worship them and follow their will. What is holy and just have to do with the gods, and the rest (unlawful and pious) of it has to do with ministering of human beings. Units of ethic we shouldnt gear up nervous about people laughing at our predictions, the public recognition is of a soon. One must not tolerate a profane man, no matter who he may seem to be (even if its your own father).

Analysis of Subways internal and external environments Essay

This essay provide analyse the organisation Sub demeanors internal and outside(a) environments and their shams on this organisation. This will include a swot analysis on resources and capabilities which be a part of the internal environment and on customers, suppliers, competitors, pres certainly groups, economical, political, technological, life equal environment and emerging trends in the external environment. A SWOT Analysis is a useful technique for understanding your Strengths and Weaknesses, and for identifying both the Opportunities open to you and the Threats you face MindTools. com (2013). inbred environment Resources 1. The Workforce Strengths tube restaurants operate out of over 36,000 locations in 99 different countries. Subway is an equal opportunity employer, where every employee can be assured that they will be treated with respect and not be discriminated or harassed for any reason. They unremittingly provide employees with training and encouragement by dint of aggroup report, against shargond goals and benchmarks and to be accountable for their actions. Weaknesses Many subway employees be younger generations and are particularly inexperienced in the workplace.This can be a weakness for subway as this younger group of employees have other priorities such as school/university which can make it difficult when creating the roster for shifts and being humble can cause delays in service and not properly organised meals going to the customers. Opportunities Subway has the opportunity to train their unskilled employees in a way that suits them and is in line with the organisations goals. Threats Subways direct competition shot similar workplace conditions and environments which can be a little terror to Subway by these companies attracting higher skilled workers in the indus search away from Subway.2. Capital Availability Strengths As Subway is operated as franchises, the over any company has a large amount of capital coming in from the franchises. Subway (2013) states The SUBWAY chains start up be are exception wholey outset for a franchise of its size and stature. Total investment will depend on many an(prenominal) factors, including location, rent, outlet size and equipment. Weaknesses There are many economic conditions, such as unemployment that contribute to weaknesses concerning Subways capital.Combine these economic issues with poor marketing strategies and it can affect the capital dramatically. For example the new $5 Combo Deal that they are offering, has resulted in a decrease in sales, as the average customer is now outlay less money per purchase. Opportunities Start-up costs of the franchises is low compared to similar organisations, it makes Subway much appealing to potential owners, there for encouraging more(prenominal) concourse to purchase a Subway franchise which will increase the capital of the overall company.Threats Economic issues such as the Global Financial Crisis, unemploymen t and inflation can cause a threat to subway from interruption more stores, which in turn affects their available capital. Capabilities 1. Marketing Strengths Eat Fresh, Live Green is Subways commitment to making a positive impact in all that they do. This is very appealing to consumers, as Subways beliefs and values are in line with theirs. Subway restaurants are also navigating the orbit of online social media to bring their message closer to consumers. Subway is experienced in international marketing.Weaknesses Subway restaurants lack the interior design and quality that would welcome everyone to s natural covering and feel more comfortable than in the competitors restaurants Opportunities Subway employs superior marketing techniques and promotional strategies to attract and grow their customer base. The most triple-crown Subways promotional offer was to offer footlongs for only $5. Threats Subway runs the risk of decreasing their client base if they fail to meet consumer s wants and needs if continuous innovation and new processes are not being developed and used.2. Production Strengths Restaurants are clean and maintained. Preparation goes into getting the food ready to be served so quickly before, after and during store hours veggies need to be washed, diced, sliced and stored. All of this preparation contributes to the productivity of the store. Without these steps, the restaurant would not run efficiently. Weaknesses Old equipment that is no long working at its beat out and staff not being available to work can be weaknesses in the production process.Opportunities Focusing their sustainability initiatives on life force efficiency, water & resource conservation, waste reduction, sustainable sourcing and supply chain management. Threats Equipment failure and power outages are a huge threat to Subway concerning production. If either of these perish the Subway store would not be able to operate or produce any products. 3. Research and Devel opment Strengths Develops and test markets the food that they serve, making sure it is of high standards and quality. Weaknesses The markets are constantly changing and they cannot always source produce from the same suppliers.Research needs to be done constantly and they do not always have the resources to do so, Opportunities Do customer surveys in different demographic areas to provide what those areas are in demand for. Threats Data recorded whitethorn be incorrect depending on what type of information they require and can come from undependable sources. 4. Financial Management Strengths Subways finance team is responsible for tracking, organizing and reporting on all financial activities and storing this data for future reference. This data can help them find better ways of financially cut the organisation.Weaknesses Variables in costs for produce depending on time of year and certain promotions. Variables in labour as employees come and go, more staff required for res ide times of the year (holidays). Opportunities With the support they provide and the low start-up costs they offer with their franchises, they can attract more buyers and expand the Subway chain even further. Threats terms fluctuations, for example oil, can dramatically threaten Subways financials as consumers will have lower disposable incomes which will stop them from freely overlooking their money.5. Information Systems Strengths Subway has a loyalty card system which they use to gather information on their customers. Each card has a unique 16-digit identification number. The card enables Subway to collect data on its customers from its point-of-sale (POS) terminals to its CRM applications. Weaknesses The first loyalty card they developed was easily copied. Opportunities To introduce this card throughout all Subway stores so they can collect a larger amount of data for their information system.Threats Without security measures in place with their loyalty cards people co uld produce fraudulent cards to receive rewards from the company. External Environment Customers Strengths Subway already has a strong client base because of their fresh and more nutritious products. These factors appeal to the customers. Weaknesses Customers do not always feel like healthy options and on occasions want a greasy alternative that Subway does not provide. Opportunities Subway provides customers with the opportunity to provide feedback on their products and service.By doing this the customers have the opportunity to influence Subways decisions with how to do things better and to discover what products sell the best and what the customers like about the service they receive. Threats Poor customer service is a major threat to any business that deals with customers. Subway, without its customers, would not be able to operate. some other threat is if negative feedback from customers is spread around then this could potentially stop customers from returning Suppliers Strengths Subway sources as much produce as possible locally.They try to support their locally communities as much as possible. They source this produce from suppliers that share their commitment to social responsibility and sustainability. Weaknesses Some suppliers can be unreliable and not provide stock when ordered. Opportunities There are more opportunities to source more locally grown products and help support local businesses grow and confirmation in the market. Threats The supplier whitethorn not have enough produce/stock to provide Subway at certain times and the supplier may thinkthat the price they are receiving for their products is too low, causing them to refuse supply. Competitors Strengths Largest fast food restaurant chain in the world by the number of outlets. shortly the Subway operates over 38,181 restaurants in 99 countries, more than McDonalds or any other fast food chain operator. Weaknesses Majority of Subways competitors offer cheaper meals than what S ubway can, based on the price they purchase their products at. Opportunities Subway has many competitors, so they need to stay innovative and keep their products on top of the others that are available.They have the opportunity to enhance their products as healthy options and deep-fryer free compared to their competitors to encourage more sales. Threats McDonalds, Hungry Jacks and KFC are some of subways main competitors. These competitors all offer family meal deals and cheap snack sizes on their menus which makes them more appealing to consumers. Pressure Groups Strengths Subway takes input from pressure groups and community members so they can improve the operations, products and service. Weaknesses Subway cannot rely on the information that pressure groups provide them with as it does not always represent the majority.Opportunities Pressure groups can be a huge opportunity for Subway to listen to their opinions and issues with the organisation and how the pressure groups t hink Subway can resolve these issues and develop their company to be more socially responsible. Threats Pressure groups however can be a threat as they dont always have the majorities input on these issues and are misrepresenting the whole community when the push their ideas and beliefs on Subway which can make other customers stop returning to purchase goods from them. Economic Strengths Subway opens stores when the preservation is doing well.By doing this they establish their presence in the demographic and build up a good amount of returning consumers. Weaknesses Subway needs to have a disaster plan in place for when the economy in their area decreases. If they do not, potentially they will reduce in the amounts of sale because they cannot control consumers disposable incomes. Opportunities When the economy is strong, consumers have higher disposable incomes. This give Subway the opportunity to slightly increase prices and promote their products more as consumers are more w illing to spend money.Threats Not all geographic areas have the same amount of disposable income and Subway needs to take this into consideration. In these areas Subway may need to offer special promotions or lower their prices to cater for this otherwise they will lose sales. Political Strengths Subway follows and adheres to government legislation including the Fair Trading Act and policies relating to environmental conservation. Weaknesses Each state has different standards and restrictions in place which means not every Subway store can fully operate the same.Opportunities With these policies, it creates a safer work environment at Subway and helps them become innovative on how they can reduce their environmental footprint. Threats If Subway does not follow these regulations on how they operate, produce and promote their products they can be fined hefty amounts of money or even closed down. Technological Strengths As a global brand, Subway continues to make strides in susta inable packaging, and waste management as well as look for more efficient equipment and operational practices Weaknesses Not all technology is good just because it is new.Subway needs to research thoroughly before investing in new technology to make sure that it operates with their commitments to a cleaner, healthier environment. Opportunities To obtain newer technology and accept it in aspects of their business would be a big opportunity for Subway. Threats Some local markets may not be ready for new technologies and dont have a full understanding of how they work, therefore consumers not trusting or believing in the new technologies. Natural Environment Strengths An organization cannot fail without the support of itsenvironment. Subway takes in resources such as labor, money, and raw materials from outside its boundaries in the natural environment. Weaknesses Subway cannot control the climate or the weather in the areas that have stores operating in. Opportunities There ar e opportunities that arise depending on the weather. In the hotter season Subway can promote their salads more for a meal that is more refreshing in the heat. In the cooler seasons they should promote there subs toasted for something to warm the belly.Threats Depending on locations some areas may experience unpredictable natural events like cyclones or tornados. These can cause a dramatic threat to Subway stores in areas where events like this occur as there can be slander to roads and buildings, no electricity and no stock or fresh produce from suppliers. Emerging Trends Strengths Subway franchises are involved with the communities surrounding them so they are always aware of the current and emerging trends happening in their locations. Weaknesses Subway cannot follow all emerging trends as there are too many and it would be too costly for them to do so.Opportunities To expand their online ordering (catering for meetings/offices) to be made available for individuals to order a nd then pick it up, or start a delivery service. Threats Often trends dont last for long periods of time, making it costly for Subway. Conclusion As you can see from the above analysis, there are many different factors, both internal and external, that effect the organisation, Subway. There are many internal and external forces that Subway needs to consider and stay on top of so they do not fail. ReferencesMindTools. com, (2013). SWOT Analysis. Retrieved on 11 September 2013 from http//www. mindtools. com/pages/article/newTMC_05. htmsthash. 86tx07Tn. dpuf SUBWAY (2013). Corporate Opportunities. Retrieved on 13 September 2013 from http//www. subway. com. au/info/franchise_information/corporate_opportunities/ Unknown Publisher, (2012). Evaluating the External Environment. Retrieved on 13 September 2013 from http//2012books. lardbucket. org/books/strategic-management-evaluation-and-execution/s07-evaluating-the-external-enviro. html

Clif Bar Marketing Plan

TABLE OF CONTENTS Executive Summary .. 3 Situation Analysis Background 5 SWOT Analysis . 7 keystone Problem to be Solved Key Strategic hunt down Decisions Objectives . 10 Tar get off Audience.. 11 tarnish Position.. 12 Campaign Strategy.. 3 Media Strategy Objectives .. 15 Selection.. 16 Media Planning and Buying .. 17 pass Strategy . 9 Objectives, Selling Premise .. 20 Big thinker. .. 21 Other Marcom Tools. 21 Campaign Management 3 vermiform appendix A. 27 Appendix B . 28 Appendix C . 29 Appendix D. 0 References 31 1 Executive Summary Clif block send off products atomic number 18 delicious, strong, positive and convenient sources of nutrition. All of Clif Bars products atomic number 18 at least 70% entire and free of trans fats, hydrogenated oils and uplifted fructose corn syrup (Clif Bar & Comp either, 2013). As the indispensable and original diet securities industry want-to doe withs to grow in popularity, Clif Bar has a promising opportunity for growth. Another important commercialize in the health food category is beguilers.This market is expected to nark $9 billion by 2015, and this type of product is increasingly sought after by consumers (Global charmers, 2010). In fact, 71% of consumers go out purchase a beverage a right smart from home more than than twice a week (Technomic, 2012). Healthy and original foods and beverages own expanded out of health food stores and into mainstream grocery and convenience stores. Clif Bar has proven winner in expanding its selection to products other than bars with its line of energy gel shots. permute magnitude international growth and commitment to the environment and their employees argon major strengths for the company.Growth opportunities atomic number 18 present in the constitutive(a) market, which is projected to grow 9% (Scott-Thomas, 2012), and the smoothie market, which leave alone have a potential growth of 1. 6% done 2013 (Technomic, 2012). Some of the weaknesses fac ing the company are its narrow scar market in the organic product industry and lack of traditional advertising. Major challenger from Odwalla and naked as a jaybird Juice are threats to growth and the volatile market for payoff and other rude(a) ingredients may bm unpredictable price appends and as well as an unpredictable emerging.Also, shifts in popularity of the trendy organic product movement may ca practise a decline in future revenues. However, both the smoothie and the organic/health food markets are growing rapidly and Clif Bar brush off hold a bigger share in these markets with the introduction of barely Clif. 2 advertisement efforts for Clif Bar have traditionally foc apply on kindly media and takings support. The company aligns itself with promotions and activities that involve beingness active and supporting the community and the environment.Social media, magazine advertisements, a billboard, and a reactive website exit be the main media used to publish alone Clif to the target market of adults in the age range of 18-40 who are concerned rough health and are not overly cost conscious. Campaign posture ordain be determined by punctuate ken, sales volume, and the number of unparalleled visitors to the website. A good return on investment (ROI) pull up stakes determine the overall effectiveness of the sign lean. The goals of the advertise are to issue simply Clif to the target audience and increase overall awareness of the Clif Bar mug.The attain advertising problem that require to be considered is the fact that sole(prenominal) when Clif is a refrigerated product and go out be located in different sections of give stores than the other Clif products. This problem forget be addressed, in part, by promoting exactly Clif on existing bar product packaging. The marketing strategy impart in addition increase awareness of the unsanded brand and its location. The marketing strategy lies of print media (billboard s and magazine ads), social media (Facebook, Twitter, Pinterest,YouTube), and other marcom tools to reach the target audience and create brand awareness for exclusively Clif. 3 Situation Analysis Company Background The idea for Clif Bar & Company started with a bike journey by owner and founder Gary Erickson. After eat several of the competitors bars along the ride, he thought I can make a recrudesce energy bar than this (Schmidt, 2005). This is famously k straightwayn as his epiphany and after two socio-economic classs of experimenting in his mothers kitchen, Gary finally created a bar that is now the driving force behind a largely succeederful American company, Clif Bar.Clif Bar, named after Garys father Clifford, was first introduced in phratry 1991 at a bike show in California. The original Clif Bar was produced in three different flavors and the company enjoyed a first year success of $700,000. By 1997 Clif Bar surpassed the $20 million dollar mark. The company covers t o lead the market in organic energy bars (Clif Bar & Company, n. d. ). The Clif Bar business model is founded on five aspirations sustaining the planet, community, people, business, and brands. Today, Clif Bar is produced and sold to a wide variety of target markets including men, women, and children.Some of The Clif Bar brands include Clif Bar, Clif Kid, Clif Shot and Luna Bar, which is made for women. Currently, Clif Bar produces eight brands and offers many another(prenominal) unique flavors of each (Clif Bar & Company, n. d. ). Market Trends Clif Bar manufactures and markets its products as being at least 70% organic. The organic market is projected to continue its growth through the year 2015. demand food sales, which represent 4. 2% of all U. S. food sales, are up 4% from 2010. Sales of organic food products increased 9. 4% in 2011 (Scott-Thomas, 2012).This growth has been driven mainly by increased consumer interest in health and environmental issues. 4 The smoothie market leave aloneing continue to experience substantial growth in the upcoming years. According to Global Industry Analysts, Inc. (GIA), the smoothie market is projected to reach $9 billion by 2015 (PRWeb, 2010). This is a market that cannot be ignored by companies that manufacture healthy, organic products such as Clif Bar. In a recent survey conducted by Technomic, sevensome out of ten consumers will purchase a beverage away from home more than twice a week, which is up 66% since 2010 (2012).Fueled by the success of the Clif Shot energy gel products and proven ability to market items other than organic energy bars, the company has a large opportunity to develop and market a saucy product that will help further its line of healthy foods and beverages. Regulatory Issues To protect the integrity of the Certified Organic seal, the Organic Standards shield Act was introduced into legislation in 2012. This act would protect the integrity of the USDAs National Organic Program seal and fi lter out any imposter that puts the organic industry and the organic brand at a disadvantage.This bill, however, was not enacted after its introduction to Congress on June 12, 2012 (News Desk, 2012). Marketing Efforts Although not know for its large marketing budget, Clif Bar has done a fair amount to promote the brand and support the community. In 2011, the company launched the two-mile challenge which aimed to replace 100,000 automobile trips with bike travel betwixt May 12th and October 31st. For this challenge, Clif Bar aligned themselves with such organizations as Alliance for Biking and Walking, Safe Routes to School, and 350. org.The company has in addition contributed $100,000 in jibe to support this cause (Hyde, 2011). 5 Another recent marketing campaign involved Twitter. Users tweeted (with geo-tag) their location to the company and were sent a coupon for the companys Clif Mojo Go product (Treacy, 2012). Users were as well as entered into a drawing to win a Garmin GPS watch or other adventure gear (Treacy, 2012). In an effort to turn back its product line fresh and contribute to a good cause, the company introduced three different seasonal bars Spiced Pumpkin Pie, Iced Gingerbread, and Peppermint Stick.These bars are offered through the end of December. Clif Bar donates 1% of the net sales from these products to the Winter Wildland Alliance (Clif Bar & Company, n. d. ). Although Clif Bar does not spend the majority of its advertising dollars on traditional television and print media, the company does aim their campaigns at giving back to the community and helping the environment. SWOT Analysis Strengths Gary Erickson founded Clif Bar in September 1991. Since its inception, the company has been committed to creating a healthy and clean environment.Clif Bar provides its employees with excellent working conditions and was voted the 12th best company to work for by Outside mag in 2012 (Megroz, 2012). Starting in February 2012, Clif Bar expanded it s international reach by offering its products in Japan. Weaknesses Clif Bar has faced many challenges since it introduced its products to consumers. Clif Bar is altogether focused on the production of healthy and organic products. The company has a limited target market of 22-45 year old men who broadly have a high disposable income. Clif 6Bars advertising budget is lower than most of its competitors, making it hard to cumulate brand recognition. Opportunities There are many key opportunities for Clif Bar to take advantage of in the coming years. First, the company has enamourn growth internationally with the introduction of its products in Japan. Also, the organic market is projected to moot a significant 9% growth in 2013 (Scott-Thomas, 2012). With the introduction of obviously Clif all natural 100% organic smoothies, the company can now take advantage of another gainful market.The smoothie market is projected to reach $9 billion in 2015 (PTM Consulting, Inc. , 2010). Thr eats A threat for Clif Bar is major competition in its market. Odwalla and Naked Juice are major players with large advertising budgets and established brand recognitions that Clif Bar has to pay oversight to. Along with increased competition, eating trends amongst consumers are also changing. Consumer eating trends adapt leaving Clif Bar with a modernistic target market. Since Clif Bar has gone global, fuel and shipping costs are on the rise.The organic market is profitable today and for the projected closemouthed future, but it might not always be that way. Competition The market for healthy organic foods continues to grow. Clif Bar is immersed in a very competitive market with well-known Odwalla and Naked Juice (Callahan, 2010). After a decision not to sell the company to Quaker Oats, for a reported $120 million in 2000, Clif Bar has continued to hold their own with the other major companies that it competes with (Wu, 2010). Clif Bar continues to gain market share within the n utrition bar manufacturers, and has recently seen a growth of 1. % in dollar share to an overall 9. 7% increase in 2011 (CSP, 2011). 7 Clif Bar continues to operate today as a privately held company with an estimated 311 employees (Clif Bar & Company, n. d. ). Key Problem to Be Solved Clif Bar generally has a large shelf display within stores like REI, Kroger, and Life Time Fitness. This large display allows the brand to stand out amongst its competitors and alert customers of new products. Those who are loyal to Clif Bar know exactly where to find the product in stores they typically frequent. Simply Clif will be released with a new logotype and will be treated as a completely separate entity from the bar. The new product will also target the existing customer base. Organic beverages that accept refrigeration are located in a particular area of the store with a new logo and a new location, Simply Clif will need to find a way to stand out on its own and play on the brand awareness generated from years of success in the bar industry. Directing consumers to multiple areas presents a challenge, but its a challenge that Clif Bar aims to overcome through its Simply Clif marketing strategy. Key Strategic Campaign DecisionsObjectives The objective of this campaign is to capture a substantial theatrical role of the fruit and vegetable drink market from companies such as Naked Juice and Odwalla. Simply Clif will focus on providing their key demographic, consumers 18 to 40 years of age, with an innovative new beverage that sets them apart from others in the market. This demographic plays an important role in marketing the product. Simply Clif has the perfect product for the active adult and his/her family. Making consumers aware of the portability of this beverage will allow them to see that this is the ideal product for the gym, work, or school. Clif Bar & Co. eels that limiting initial advertising expenses is necessary to prevent over-extension and unnecessary cost s. Simply Clif will use a throng of marketing media tools to sell the product. By using magazine advertisements, billboards, social media and other product displays Simply Clif will create a strong brand awareness and arrest advertising costs at a minimum. As the noise level grows around the brand other, Simply Clif will explore the possibility of larger advertising venues such as television commercials. 9 Simply Clif will institute a one-year review of performance and the effects of advertising on the bottom line.If market share growth and brand awareness increase at a strong rate, Simply Clif will look to add to the fortunate portions of the existing strategy and remove those they are not paying dividends. Clif Bar would like to capitalize on the 3%, two-year decline of the 100% fruit juice market. With consumers ditching 100% juice due to the high sugar content, Simply Clif believes capitalizing on vacated market share is attainable (Euromonitor International, 2012). Simply Cli f has the perfect product at the perfect time and is looking forward to a successful product launch.Target Audience Focusing on men and women ages 18-40, Simply Clifs primary target market is broader than Clifs current target market of men ages 22-45. Simply Clifs target audience will consist of people that care about their health and will focus more on quality than price. After the initial oneyear campaign, we, as the ad agency, hope that Simply Clif will be profitable enough to start using television ads along with social media to start reaching a more defined target market. Simply Clifs subaltern target market will be defined as active adult men, women and growing families.Simply Clif ad campaigns will target the parents who will buy Simply Clif for themselves and share with their children. Simply Clifs target audience of adults 18 to 40 consists of 112. 8 million people and about 36. 5% of the U. S. population. This target audience also includes 73% of the U. S. population unde r the age of 18 (Meyer, 2001). Targeting is how a company designs a specific communication strategy to match the audiences needs and wants and maculation a product in the best ways to match those needs and wants (Moriarty, Mitchell, & Wells, 2012).Simply Clifs initial campaign will consist of product displays in the stores that sell Simply Clif and Clif Bars. Additional advertising will be 10 billboards, magazine ads and social media. As Simply Clif brand recognition grows, so will sales and the capital to go after the more specific target audience of active parents and their active kids through television commercials and social media outlets. The second campaign will focus more directly on the active adults ages 25-40 with active children ages 5-17.As of 2010, there are 81,345,554 U. S. citizens between the ages of 25 and 40 years of age, which consisted of 26. 4% of the U. S. population. That identical year, there were 61,297,467 U. S. citizens between the ages of 5 and 17, whic h was 20. 4% of the population (Infoplease, 2010). These key groups are becoming more health conscious and are making healthier deportment alternatives for themselves and their children. About 24% of the Echo Boomers (ages 18-34) and Generation X (ages 35-46) are limiting their daily intake of sugar and sodium (Bouchard, 2011).This campaign will focus on men and women between the ages of 18 and 40 by strategically placing commercial advertisements on sporting events, television programs, and social media outlets. Brand Position Simply Clif is being positioned as a health conscious, environmentally friendly company. The company uses recyclable materials and hopes to haunt sporting events to further position itself as a healthy brand. Simply Clif competitors products in the smoothie market are sold in the same stores where Simply Clif will be sold, and as such, intend to take a portion of that market share.Simply Clif is a nutritious fruit smoothie drink that comes in different fla vors that will quench your thirst and appetite at the same time. This new product is not meant to compete with products like weight loss supplements, but instead with fruit and vegetable drinks. Simply Clif will eventually become the healthiest choice on the shelf. 11 Campaign Strategy After analysis of the current state of Clif Bar & Company, we have determined that Clif Bar is in a position to succeed in introducing the Simply Clif brand of organic smoothies.The SWOT analysis indicates strong growth of both the smoothie market and the organic foods market. Consumer interest in healthy, organic, delicious and environmentally friendly products will continue to rise in the future and the Simply Clif campaign strategies are aimed at securing a portion of the market share from direct competitors such as Odwalla and Naked. Strategy 1 Brand Awareness Providing brand awareness to the target audience will be essential to informing the public that there is another option other than juice an d sports drinks.The smoothie will be a little more like a small meal or snack than just a healthy drink. This also provides an opportunity for Simply Clifs healthy smoothie drinks to obtain their initial brand recognition and grow within Simply Clifs first year of operation. Print ads will be the primary form of advertising. Strategy 2 Flavor Options One of the goals of the campaign will be to provide awareness of the smoothie flavor options. The target consumers will also need to be meliorate on the differing nutritious flavors that will eliminate hunger, satisfy thirst, and provide an enjoyable taste.Print ads, social media and sampling will be used in this effort. Strategy 3 Location of Product There will be a strong concentration on product and advertising placement. Location of products and ads will be in target consumers view at eye level in party stores, gyms, gas stations and health food stores. 12 Strategy 4 have kittens Target Audience This campaign will expand the targe t market to both males and females. Clif Bars current market are males, ages 22 to 45, with high disposable income. Expanding to a target audience that value the commitment to clean, healthy living environments, which match the lients goals will include males and females ages 18-40. This campaign will also educate the target audience of all the benefits Simply Clif Organic smoothies provides to the consumer. Advertising the organic ingredients should appeal to the female audience along with getting the smoothies to their families. Strategy 5 Gain Market Share Simply Clif will take a portion of the market share from companies like Naked Juice and Odwalla while at same time, providing the target consumer with a different type of drink that separates itself from the juice and vegetable market.Clif Bar plans to be the first energy bar company to introduce a smoothie line, which will provide the client with a competitive advantage. Depending on how much market share the smoothies gain in the USA, the client can aim to launch the smoothie product in Japan in 2014. Japanese culture is more focused on selfimprovement. This should provide high brand awareness with the launch of Clif Bar in 2013. The growing international market share is a great opportunity for the client. Marcom Tools Print media ? billboards near gyms, sport arenas, cafes, highways near large businesses viewed by consumer base ?Sports and health and fitness magazines ads distribution 13 Social media ? Social media and mobile presence tech savvy target market, enounce of mouth through social media Twitter, Facebook, Pinterest, YouTube ? Displays with sampling the new smoothies sporting events, health stores, grocery stores Other Tools ? Coupons placed in magazines, emails, post cards and other products soon sold by Clif Bar product line ? SQR codes provides coupons and free rein bits of teaching of how Simply Clif helps benefit consumers lives. ? Also, advertising on Clif Bars organic smoothie bar already in circulation.Simply Clif is being positioned as a health conscious, environmentally friendly product. The client uses recyclable materials that will also be used by in the development of other Simply Clif products. Simply Clif also hopes to start a new market for healthy, meal like smoothie drinks that are not a weight loss product. Media Strategy Media Objectives The objective of simply Clifs media strategy is to reach its target audience that consists of 18-40 year old adults probing for healthy ways to live their lives. This target watches what they eat and they live healthy active lives.They prefer to eat a balanced healthy diet that includes 14 100% organic foods. Simply Clif will reach a large percentage of its target audience in different ways throughout a one-year span. One way it will reach its target is through health management magazine ads. There will also be Billboard ads on busy freeways such as I-96 and 275. Another way is through Social Media, by hiring I gnite Social Media for one year. Lastly, through a antiphonal theme website that will help Simply Clifs audience familiarize themselves with better eating and living habits.Media Selection The ads in health and fitness magazines will help Simply Clif reach a large portion of the target audience. Simply Clifs target audience is technologically savvy and use social media outlets and the Internet often. This is how Simply Clif will increase brand awareness and utilize use-word-of-mouth advertising. Ignite Social Media will be hired to help Simply Clif reach their target through social media. When people see a friend mention Simply Clif organic smoothies on their Facebook page, they will pay better attention to it the next time they see Simply Clifs products.Ignite Social Media will help Simply Clif by featuring sports competitions and having Facebook and Twitter fans tag themselves allows their friends and families to see the pictures. YouTube would also be a great way to get Simply C lifs name out there by creating a contest where customers need to come up with creative ideas that are simple and organic once these videos are posted the customers are actually helping Simply Clif spread their brand by pecker their own videos on showing their friends and family members.The winner will win a years supply of Simply Clif Organic Smoothies and their video will be posted on the responsive theme website. 15 Another way of reaching Simply Clifs target audience is by helping to sponsor a marathon in the summer. Taking pictures and posting them throughout Simply Clifs social media outlets allows the people participating to see their achievements and also to show off their efforts to their friends and family members. The billboards will be placed on roads where they can be easily seen, especially during rush hour.The billboards will have the catchy phrase Simply Awesome that is easy to read and remember. The simplistic design of the billboard reflects the overall appeal of Simply Clif smoothies. Lastly, the responsive themed website will allow Simply Clifs users to use the website with ease and clarity allowing them to enjoy every part of the website. These marketing strategies will get the Simply Clif name recognized and help reach Simply Clifs target audience. Media Planning and BuyingMagazines According to Media Broker International (MBI) website, NATURAL SOLUTIONS Magazine is a USA magazine covering Health. vivid Solutions, formerly entitled election Medicine magazine, is a source of information on alternative therapies and products. It guides and inspires its readers to make informed decisions about their health and well-being in every facet of their lives. Natural Solutions magazine is the most trusted source readers turn to for help in making decisions about their health and wellbeing (MBI, 2013).The magazine is issued to ages 18-54 and is issued nine times a year, with a total circulation of 225,000. A black-andwhite advertisement that is tw o-thirds of a page will cost $10,820. 00 per issue. Simply Clif will distribute advertisements in four issues of Natural Solutions magazine. 16 MBI also states FITNESS delivers strategies and tools that help women make little changes to achieve big success. With a you-can-do-it attitude, our workouts, health and beauty advice, diet plans and success stories motivate readers to get strong in mind, eubstance and spirit.The magazine empowers women to embrace fitness as a lifestyle not an age or dress size and to change the conversation from skinny to healthy (MBI, 2013). This magazine is issued ten times per year, to ages ranging from 18 to 64, and circulates 1,500,000. A half-page ad with four colors will cost $98,490 per issue. Simply Clif will distribute advertisements in four issues of Fitness magazine. Lastly, MBI stated, PARADES HEALTHYSTYLE fresh dynamic, approach to the latest health, food,fitness and nutrition information (2013).It gives you insight into the latest about th e healthy recipes and lifestyle you need to adapt to discover a newer you. Parade healthy lifestyle addresses issues like mens & womens health issues tackling the peculiar problems that they encounter (MBI, 2013). PARADES HEALTHYSYLE reaches an audience from ages 25 to 54 the magazine is issued 11 times per year and circulates 8,000,000. A half-page ad with four colors will cost of $163,200. 00 per issue. Social Media Ignite Social Media will have a great deal of impact on Simply Clifs social media.As mentioned before they will have special events that will associate them to Simply Clif and the rest of their target market. Ignite Social Media will also be in charge of all the social network site edit and ensuring the information is up-to-date. Ignite Social Media will be hired for 1 year at a total cost of $15,000. 17 Responsive Themed Website Lastly, the responsive theme website allows the viewer to view Simply Clifs website at any size on their screens, they can maximize the scr een and be able to see the entire website including all the ads.If the viewer decided to minimize the screen slightly the website will re-adjust itself allowing the viewer to still view the entire website but with minor ads. Message Strategy Key Consumer Insight The brand message of Simply Awesome is designed to grab the consumers attention and drive the consumer to investigate the bold statement. The strategy of the campaign is to be simple and clean, but also deliver a bold message. The message is designed to reach a target audience of 18-40 year old health conscious men and woman by stating that Simply Clif is simple and healthy.The brand message is designed to be a teaser that will create curiosity and drive the target audience to investigate why Simply Clif is Simply Awesome (Moriarty et al. , 2012). The target audience is looking for new products that have simple, organic ingredients that help them maintain their already healthy lifestyle. The target audience will be motivated to purchase Simply Clif because they are looking for healthy, organic foods that taste good. The Simply Clif campaign will feature three different product flavors that will appeal to the target audience.These three different flavor options will reinforce the premise that healthy foods can taste good and encourage the consumer to pursue healthier eating habits. The Simply Clif campaign is designed around the way our target audience attempts to live their lives, simple and clean. The campaign will speak to the target audience by introducing a product that contains that five natural ingredients, is gluten free, and is low in calories. 18 Main Objectives The main message objective is to success all-inclusivey launch the new Simply Clif organic smoothie into the growing organic market by offering the target audience a healthy, organic beverage.The campaign will capitalize on an increased interest in organic products sold in the marketplace. The overall sale of organic food and beverage s in the United States has grown from $1 billion in 1990 to $26. 7 billion in 2010. The sale of organic foods and beverages has increased by 7. 7% from 2009 to 2010. Also, the highest increase in sales during 2010, were organic fruits and vegetables, up 11. 8% through 2009 (Organic Trade Association, 2011). These dramatic increases in organic food sales indicate a growing interest in consumers wanting to live a healthier lifestyle.Secondary objectives of the campaign are to increase overall awareness of the product, foreground the fact that the Simply Clif Organic Smoothie is made of all natural ingredients, suggest the idea that the Simply Clif Organic Smoothie is a healthy meal replacement alternative, and to enforce that our product is a higher quality alternative to Naked and Odwalla juices. The overall message of the campaign is to highlight the product as the highest quality, all organic smoothies on the market.Selling Premise The selling premise of the Simply Clif Organic Sm oothie is to highlight the simple ingredients and healthiness of our product. The campaign will focus on clean living and the benefits of choosing an organic product over other non-organic products on the market. The Simply Clif Organic Smoothie is not only a healthy snack, but can be used as a meal replacement to help maintain a proper body weight or as a recovery drink after strenuous exercise. The campaign will enforce the benefit of choosing the Simply Clif product by explaining how the 19 roduct can help an individual live a healthier lifestyle by consuming organic products. Big Idea The Big Idea of the campaign is to introduce the new organic smoothie into the marketplace as a simple, healthy, organic and clean smoothie drink alternative to high-sugar and high-calorie drinks currently on the market. The campaign itself is clean and simple and designed to mimic the product. The goal of the campaign is to have the target audience connect with Simply Clif organic smoothies as a w ay to help them continue to maintain their active healthy lifestyle.Other Marcom Tools In addition to the planned billboards, social media promotions and print media advertisements placed in magazines, Clif Bar will also employ other marketing communication tools to enhance the campaign. Public relations activities, direct marketing, personal selling, sponsorships, point-of-purchase displays and special packaging features will also be used to engage potential customers and increase brand recognition. Public Relations Clif Bar will submit a press release to introduce Simply Clif to the public.This press release will be announced at the beginning of the next quarter and will contain information about the new flavors and the benefits of alcohol addiction Simply Clif smoothies. Simply Clif will continue the Clif Bar tradition of supporting healthy lifestyles by encouraging outdoor activities and helping the environment. The company will continue to work with organizations like the Alli ance for Biking and Walking, Safe Routes to Schools, and 350. org. 20 Direct Marketing The direct marketing tools will include SQR codes and social media.These SQR codes will be strategically placed on the magazine advertisements, smoothie packaging and on other merchandise offered by Simply Clif. SQR codes will provide coupons and information about how Simply Clif can help benefit consumers lives. Also, direct marketing will occur through the presence of social media. Simply Clif has created Twitter, Facebook, Pinterest and YouTube accounts. These accounts will help in providing information and special offers to the target audience. These accounts will provide more personal and engaging interactions with consumers.YouTube will be used to announce offers and show mini-commercials of athletes drinking the smoothie and others having fun in the outdoors. Social media outlets will also increase word-of-mouth advertising and the brand recognition of the new smoothies. Personal Selling Be cause Simply Clif is a new product, personnel will be hired to hand out free samples of the new smoothies. The free sampling will occur at sporting events, college campuses, in health stores, and grocery stores. Also free lanyards will be given out to consumers willing to try all three flavors.Sponsorships As part of the resolve of Simply Clif, it plans to sponsor a triathlon in midsummer along with swimming, BMX and Skateboard competitions. This will introduce the product to many athletes and consumers wanting an active lifestyle. These sponsorships will also hand out free merchandise, such as wrist bands, t-shirts, lanyards, and water bottles. 21 Point of Purchase Displays Large displays will be placed in locations where other Clif Bar products are currently sold. These displays will show the logo and provide the great benefits of the new smoothies.The displays will direct consumers to the refrigerated isle where the smoothies are sold. It will also provide a large SQR code to li nk the interested consumer to the Simply Clif website to gather more information and other offers. Unique or Special Packaging Coupons will be placed with advertisements in magazines, sent to consumers through email, sent on personalized postcards to consumers of Clif products. Also, peel off coupons will be placed on other products currently sold in the Clif Bar product line.Another sales tool that will be used is introductory pricing. This is a new product, so a discounted price will be used to entice consumers to try the product. Campaign Management Key Players Three roles will vanguard up the media department the art director, graphic designer and copywriter. The graphic designer is in charge of designing the magazine ads that will be distributed (American Association of Advertising Agencies, n. d. ). The copywriter is in charge of creating and supervising the Simply Clif website.While working on their tasks, both the graphic designer and copywriter will give weekly reports to the art director to keep him/her informed of how the two areas are progressing. These reports will then be shared with the head of the marketing department. 22 Campaign Budget Media costs will consist of one-page ads in the following magazines Natural Solutions, Parades Healthstyle, and Fitness. Other media costs include a billboard, social media operate provided by Ignite Social Media, and the newly developed Simply Clif website. Media Costs /3 page ad in NATURAL SOLUTIONS Magazine (4 issues $10,820 / issue) 1/2 page ad in FITNESS magazine = (4 issues $98,490 / issue) 1/2 page ad in PARADES HEALTHSTYLE = magazine (3 issues $163,200 / issue) Billboard on I-96 & 275 Hiring Ignite Social Media for 1 year Responsive Theme Website Total Expenses = = = = $5,000 $15,000 $25,000 $971,840 $489,600 $393,960 = $43,280 For our services in creating this ad campaign, our agency will charge $95 per hour, making an eight-hour days worth of work cost $760. Also, since we will be purchasing and 3 orchestrating the various types of media for our client, Clif Bar, we will also be charging a 15% media commission fee totaling to $145,776 to be made payable to the agency (Janet Fazio Advertising, n. d. ). Evaluation of Effectiveness Evaluations will be conducted based on the target market that Simply Clif shares with other products of its kind. The target demographic of men and women 18 to 40 years of age was elect because those people in that age group are more likely to engage in life-changing events such as eating healthier or having kids.Not only will Simply Clif satisfy the health food cravings of that age group, but it will also help in developing strong and healthy children. By segmenting down into this life-stage sect of the population, Simply Clif will not only appeal to the main target audience, but also secure product loyalty among future generations (Moriarty et al. , 2012). Other smoothie brands used to weigh the effectiveness of the campaign will be Naked and Odwa lla. Both brands appeal to youth and will serve as acceptable benchmarks to measure the ad campaigns effectiveness.Naked products are the more expensively priced of the two brands, with one 15. 2 ounce bottle retailing between $3. 19 and $3. 49 (The Nibble, n. d. ). One box of Odwallas smoothie product retails at $1. 49 (Beverage Industry, 2012). The size of the bottles affects the prices of the products, however, as Nakeds bottles are more than double the size of Odwallas bottles. Simply Clif bottles are 12 ounces and the retail price will be between $1. 49 and $3. 19 to provide the greatest value. Because the Clif Bar brand has not dealt in the smoothie industry yet, comparing the success of the campaign will be relatively simple.Evaluation of the campaigns effectiveness will begin three months after the campaign has been introduced to the public. Effectiveness progress will be monitored every three months until the campaign has ended. At that time, a full 24 evaluation report wil l be conducted to judge the success of the entire campaign. If Simply Clif is successful in taking a portion of the smoothie market share from Naked and Odwalla, the campaign will be deemed successful. The types of metrics used to judge whether or not the campaign was effective

The Reluctant Fundamentalist Impressions

later reading for a few pages, it seemed almost as if the main character of the book, Changez, implicates the reader (us) as the person who he is lecture to, and I thought that was a unique aspect of this book, un standardised many other books. The American man that Changez is actually speaking to, I thought it was very extraneous how he was wearing a full suit, especially in a place like Lahore where the weather is extremely humid and hot.Throughout the reading, I bring it even stranger how the American is so jumpy and cautious, sticking his hand into his coat pocket as if he is going to pull out a gun, when approached by the waiter and server of the place him and Changez are at. Though the American man is very suspicious when reaching his hand into his pocket, I believe Changez is playing dumb by saying things like there is no read to pay the waiter before the meal, and I think that Changez can read the American like a book.It is very obvious that the American has some sort o f gun under his coat, and I k in a flash that Changez concreteizes that as well. When Changez began recounting his experiences with his interview with undergrowth Samson, I thought right away that Changez would not get the job as he lost his temper when the interviewer Jim started probing into his economic status and manner back in Pakistan. Instead, I was strike when Jim was actually impressed with Changezs temper, and revealed that he also was a Princeton alumnus and the first person in his family to see to it college as well.Nearing the end of the interview, I was surprised once again how Changez could predict the value and profits right on the spot of the imaginary company that Jim told him to value. After reading nigh Erica, I would have found it extremely awkward if I were Changez, learning that Ericas first true love was now deceased. For some reason, I am not surprised after reading that Changez had ranked first in his Class. I was impressed that Jims house re estimate ed Changez of The corking Gatsby, because in my opinion, from what I pictured after reading The Great Gatsby, the house must had been amazing. Pages 51-100) I deduct that Changez is attracted to Erica and would most likely not mind getting with her, but I still find it awkward when reading (I discern for a concomitant that I would feel awkward if I was attracted to a woman that loved a man who had recently died of lung cancer). If I was Changez, I would have matte up very out of place when Erica explained that the detailed design of the island within an island picture, was a picture her late boyfriend, Chris, had drawn.I found it amusing when Changez went against Muslim traditions and accepted wine from Ericas father at dinner, and when the American asserts that drinking is a sin according to Islam, I found it funny when Changez replied with so, for that matter, is coveting thy neighbors wife. I was impressed when Changez held his own after Ericas father bashed Pakistan virt ually its crumbling economy, tyrannical government, how the elites had raped that place well and good, and about its religious fundamentalists. I would have snapped if someone disrespected my country like that.At this point, I look forward to what Changez says when the American reaches his hand into his coat. If I was the American, I would have noticed by now that Changez is not dumb plenteous not to realize that there is a gun under the coat, but I suppose he is also playing along as well. When Changez reminisces about flying foxes, I couldnt picture myself in a pleasant state at all. Ive seen what flying foxes look like, and they are extremely gravid for a bat. They average at about 3-4 feet tall, and have heads that resemble foxes.If I were to see a flying fox in person, I would immediately light-headed or run for my life. I found it very strange after I read how Changez smiled at the site of the World Trade Center towers collapsing. I unders excessivelyd why the American got angry of course, but when found it someone peculiar that Changez was happy and took pleasure in seeing the American military barrage Iraq. I felt a bit sad for Changez when he had to be stripped searched at the airport, and how the other passengers on the plane were unsettled at the visual sensation of him sitting on the plane with them.After reading how Changez and Erica probably had the most awkward experience in bed ever in history, I found it even weird how Changez asked Erica to tell him what it was like to make love to Chris even if it did seem to put her at ease. I would have felt extremely uncomfortable, especially since Erica cried as well. At this point, I began to realize that Changez is in some sort of denial. His newfound lifestyle, love, and work all seem too good to be true in my opinion (except the love of course, world Erica).After reading how Changez was panicked at the images of his neighbor country being invaded and attacked, and how he drank himself to slee p, I knew he beginning to crack. (Pages 101-150) When Changez told Erica to pretend that he was Chris, I felt that was probably the strangest, and most awkward thing I have ever read. How Changez felt it to be violent, as if Ericas vagina was a wound and he kept imagining he smelled blood, all of it was very gross, and I agree with the American that it also disgusted me.After reading this, I lost respect for Changez now. Although he is extremely smart, successful, attends Princeton, etc. , I would feel extremely ashamed and discredited if I was him. I dont understand how Changez did not realize that Erica needs space. After Ericas mother told him She doesnt need a boyfriend. She needs a friend I thought maybe finally Changez would get the message and leave Erica alone. After reading how Changez was verbally harassed in the parking lot by a man, I somewhat felt his anger/pain.When the man in the parking lot state Fucking Arab, which ironically he is not, I understood what he was go ing done because I have been through similar experiences in my life. Instead of being called Vietnamese, which is what I am, because I am Asian, I have been called Chinese, chink, etc. , so I know what Changez went though. Though it does not effect my any longer, I understand Changezs emotions because it is most likely the first time he has experienced ethnic prejudice.When the food arrives and the American asks about the utensils, it make me smile when Changez replied with allow me to counsel that the time has now come for us to dirty our hands. We have, after all, spent some hours in each others company already sure enough you can no longer feel the need to hold back. There is great satisfaction to be in touching ones fertilize I liked the last sendence for some reason. I understand that Changez continued to grow his beard to be different from the other Americans he whole shebang with, but that just made him more susceptible to prejudice.Personally if I was him, I would have shaved it off, especially due to the fact that it could impact my job. When Changez goes to twaddle Erica at the hospital and is greeted by the nurse, I would have felt very unsettled after hearing the nurse tell him that he was what made things harder for Erica by being the most real thing she knew, disturbing her own world of her imagination which she felt was more vibrant and tolerable than the real world.Now, I know for a fact that Changez knows that something will happen soon with the American when he encourages him to sugar his tongue before undertaking the bloodiest of tasks. Also when Changez notices that the American has a bulge in his shirt where an armpit holster would be and assumes that the bulge is a travel wallet, it is obvious that Changez knows what the American is really there for. I know that Changez has a successful job, is making a good salary, but when Juan-Bautista asks him Does it trouble you to make your living by disrupting the lives of others? It would have made me feel bad about myself. By this point I know that Underwood Samson is not only a company that values other businesses, but also takes so over, causing many to lose their jobs.Personally, I would not feel comfortable working for a company that destroys others lives. (Pages 151-End) I was not surprised when Changez left Underwood and Samson, despite his loyalty to Jim, the need for money, and his visas dependence on his job. I found it sad that out of all of Changezs colleagues, only Wainwright said goodbye. I felt a bit sad after reading that Erica had committed suicide. Instead of living through all of her depression, sadness, distraught, I suppose taking her life to end it all was her only solution.I was in someway glad that Changez finally came to terms with the fact that, whatever happened to Erica, she had chosen not to be part of his story. I felt bad for Changez his only love was not in love with him, and now had committed suicide. Up to this point, I have final ly realized that the old Changez, excited about and loving America, is no more. Instead, I feel that Changez is now angry at America, and by teaching/convincing students to disassociate from America and to take part in the movement towards Pakistani international independence, is his way of combating America.As the American and Changez walked scurrying and faster towards the hotel, I knew that something was about to happen. I thought at first that the other people on the street were going to start firing guns at any moment, but I was wrong. It seems an obvious thing to say, but you should not hypothecate that we Pakistanis are all potential terrorists, just as we should not imagine that you Americans are all undercover assassins. After finishing the book, I believe that that quote somehow relates to the American, because I see the American as an agent sent to murder Changez. Though the end of the story does not say if anyone was killed, I believe that Changez was indeed murdered, and he knew that whole time as he was talking to the American, that he was going to be murdered that night. What I dont understand is why the American would sit hours upon hours with Changez, listening to his stories and becoming acquainted with him, only to delay himself in his task to murder him.

Frankenstein and Blade Runner †Texts in Time Analysis Essay

Many themes and ideas continue to reoccur among different texts in time. just analyse two texts in conjunction allows one to observe how composers manipulate ideas in instal to more accurately connect to their context, and reflect the concerns and values of the time.Through the proportional study of Mary Shelleys 1818 gothic novel Frankenstein or The Modern Prometheus and Ridley Scotts 1981 neo-noir cyberpunk film Blade outset (Directors Cut), one sewer observe how in these two didactic and prescient tales, ideas of the dangers of unrestrained scientific progress and the Promethean overreaching of man are explored, with differences in values presented reflecting the different contexts amidst the texts. Mary Shelleys Frankenstein was created in an era of fast technological change.By 1818, the Industrial Revolution had deeply influenced the fundamental nature of ordination, while Enlightenment inspire ideals of logic and autonomy of reason were prominent in society. Her text accordingly reflects this, as seen in the protagonist master Frankenstein I am imbued with a fiery longing to penetrate the secrets of nature. This metaphor alludes to his passionate and desperate urge to uncover the secrets to the conception of life. Shelley however critiques his intrusive scientific pursuit and horrid creation by juxtaposing it with the beauty of nature.This is seen in the bucolic descriptions of natures sublime Mighty alps, whose white and shining pyramids and domes towered above all. Nature calms and dehumanises Victor doneout the text, but Victor pursues science to the extent that nature loses its consoling ability, and thereafter the Arctic becomes a pathetic fallacy to mock Victors psychological and mental isolation. This unfavorable judgment is further emphasised through the epistolary narrative framework, which allows the text to begin in medias res.The first introduction to Victor is him in a state of get it on ruin, and so the text is a forewarnin g of the ramifications of amoral scientific advancement. In a similar manner, Ridley Scotts Blade Runner was created in a time of rapid technological progress through the 1970s and 80s. The emergence of the computer and communication age meant that the world became more centralised, with a growing concern that technology was destroying the environment. fixed in Los Angeles in 2019, the opening establishing shot of the expansive city immediately demonstrates the negative consequences of untamed scientific advancement. The fire belching into the tack, the artificial city lights glister under a looming red-grey sky and the haunting synthetic pulses from the Vangelis soundtrack allude to Hades, making the city a vision of hell. The camera then zooms into the reflection of an spunk, which depicts the artificiality of the world and introduces dystopian themes of paranoia and surveillance.Hence we can see that Blade Runner is representative of a grim future that Shelleys scientific hubr is warned us of nearly two centuries ago. However there are alterations in the ideas shown to befit the differing contexts of the texts. Mary Shelley argues that an excessive pursuit of science can lead to the ruin of an individual man, seen in Victor Frankenstein. She to a fault argues that nature is larger than man, evident in her highly Romantic descriptions of natures sublime.Ridley Scott however argues that man is overpowering nature, owing to the global concerns of pollution and disforestation in the 1980s. Hence Scott implies amoral scientific advancement will lead to the detriment of society as a whole, and not just at an individual level. Unequivocally, twain texts explore the idea of the promethean overreaching of man and his tendency to usurp the role of God, through the characters of Victor Frankenstein and Tyrell.The subtitle of Mary Shelleys novel, The Modern Prometheus, refers to Victor Frankenstein, and his creation of the monster. A new species would bless me as it s creator and source His creation however leads him to transcend the boundaries of man and elevate him into a god-like status, and this leads to Victors peg societal and mental isolation, where he loses sight of his responsibilities and the consequences of his actions. Victor compares himself to God, while the monster says to Victor I ought to be thy Adam, but I am rather the move angel, referring to himself as Lucifer.This means the text is given added complexity in that there is a duality between both characters, where neither Victor or the monster are innately good or bad, rather they containing capacity for both, as they become two sides of a single entity, forming a doppelganger relationship. Finally, the literary allusion by Victor how could I enter into a festival with this deadly weight hanging round my neck? is a reference to the albatross in The correspond of the Ancient Mariner, and shows the eternal punishment and guilt Victor faces from outstretching the boundaries of man and playing the role of God.Therefore it is apparent that in her text, Shelley attempts to warn of the dire consequences of mans promethean overreaching of the role of God. Correspondingly, the idea of man overstepping of the natural order is heavily explored in Blade Runner. The film is the epitome of a dystopian world dominate by commerce. The initial low angle shot of the Tyrell Corporations grand ziggurat-like monolith reflects the rampant commercialisation and commodification of the world, while the blue light shining into the sky pertains to the usurpation of Gods role, and the diminishment of nature in modern society.The Tyrell Corporations dominance criticises the greed is good attitude of the 1980s, typified through the antagonist Eldon Tyrell barter is our goal here at Tyrell, More Human than Human is our motto. His thick glasses symbolise his failure to see the future consequences of his actions, much like Victor, and this adds to the eye motif of the film, wher e eyes are windows to the soul and measures of humanity something which Tyrell clearly lacks.Roy Batty, the films role-reversed protagonist, is portrayed initially as a Satanic figure Ive done questionable things, akin to the monster being labelled daemon and devil in Frankenstein. However Scott makes a biblical allusion when Batty crucifies his own hand, and this relates him to Christ. therefore one can see how in both texts the composers warn of the dangers of usurping the role of god, showing the complexity and duality of man on Earth.Mary Shelleys sentimentalist values however mean that through the character of Victor, she aims to criticise the overreaching aspect of Enlightenment, warning that those who do will be eternally punished. Ridley Scott however aims to reprove the overcommercialisation and increasing greed in society, using Tyrell as a figure to represent mans obsession for power, and in such he criticises the society that we live in. In these ways it can be seen how the overreaching of god in both texts is used differently to resonate with different contextual values.Therefore, through a comparative study of both Frankenstein and Blade Runner, we can see how the common issues of rampant scientific and technological progress and the usurpation of the natural order is explored in both texts, however these ideas are varied slightly in order to suit the differing contexts. Frankenstein aims at questioning Enlightenment values, while Blade Runner condemns materialism, unhinged genetic engineering and corporal greed, essentially critiquing society and presenting a dystopian vision of the future.