Marketing communication

The brand that is going to be presented to the public is Armani. The marketing tool to be applied is such PR instrument as special event. Special event as a part of PR strategy is usually employed to enhance brand awareness, as well as to strengthen brand loyalty. Special event is also the best tool to draw attention of mass media and in a very gentle not pushing manner make media mention the event in their news blogs, cover stories or journal articles. The actual event is the presentation of new Armani perfume for women. Considering the fact, that the chosen brand is a luxury one, the event organized should maintain the spirit of luxury, comfort, exquisite taste and sophistication. The name of presentation is â€Å"Armani – you and only!† Since the target audience is women from the upper rank of society, the name should emphasize not just the femininity of each particular woman, but also her status, her so-called â€Å"chosenness†, i.e. the fact that she belongs to the circle of â€Å"chosen† best people. The name is important in PR and marketing communication, as it must reflect the main idea of the event; it should be simple but sound. The objectives of the event are: To create a news precedent; To draw media awareness and interest; To enhance brand awareness; To strengthen customer loyalty. The goals of the event are: To tell about new product entering the market under â€Å"Armani brand† – to show its advantages to target audience; To ensure initial try of the product; To get immediate feedback from target customers; To initiate mentioning the brand in media sources. Target audience of the event: celebrities – mostly women; journalists; market experts; company representatives. Planning process. First of all, it is important to find appropriate premises where the event would be held and appropriately equip and design it. The design must be consistent with the general strategy and creed of the presentation, thus it should emphasize the luxury and style of the brand. The location of the premises must be convenient and easy to find. Otherwise, the guest will not simply be able to present there. Moreover, it is also important to understand that all business and celebrity people are very bust. So, they will not spent their time trying to get to some unknown place. Secondly, it is important to make a list of invited guests. Special attention should be given to media representatives. It is crucial to choose TARGET media, which can be possibly interested in covering the event. Thus, for â€Å"Armani perfume† target media are: lifestyle magazines, journals for women, entertainment TV channels, lifestyle TV channels. It is necessary to take care of invitations and ensure that all the invitations are given to guests. Invitations themselves can present a marketing tool if design appropriately. Thus, it is recommended to use the services of first class design-agencies and polygraphists. No mail or e-mail is admissible to distribute invitations. It is preferable that invitations are handled by specially hired people. It will not only ensure that all our guests get their invitations, but also will emphasize the special status of the event. The third important point is providing for the proper announcement of the event. Both media and marketing support apply. First of all, it is important to launch a small preliminary PR campaign of informational character in order to stipulate the interest for future event. In order to provoke media interest, it is necessary to start acting about two months prior to the event implementing information campaign. This campaign should include: the rumors about future fragrance; short articles in press; commentaries of company’s management that somehow slightly touch the theme of the new perfume; Marketing campaign should be the logical continuation of the PR campaign started. Marketing campaign should be based primarily on advertising. It is preferable to use the following types of advertising: advertising in press – the target media sources that were mentioned above (entertainment; lifestyles; for women); billboards and citilights; Outdoor advertising is not recommended, since we deal with a luxury product, we need to choose adequate advertising carriers. However, it is very important to keep in mind, that it is very easy to cross the line and give too much information during this preliminary campaign. It would be a mistake, since all the essential and important the target audience must get visiting the event. Moreover, using heavy advertising it is possibly to provoke substantial interest of customers so that the latter would inquire about the product (having a desire to purchase it) at the point-of-sales and would be disappointed not be able to buy perfume. Thus, it is crucial to mention at the advertisement something like â€Å"Soon to come† or â€Å"In future in your stores†, just letting target customers know that it is not possible to buy the product right now. Announcing the event Three days prior to the event, it is necessary to write and sent to all target media press-release announcing the event. Press-release is a short description of the upcoming event. The obligatory requisites of press-release are: date of the event, place and time of the event, short description, key participants, the date when the release is written and sent, the contact details for journalists’ accreditation. Press-release not just tells about the upcoming event, but it is also used often by the journalists to prepare their materials afterwards. Moreover, press-releases can be posted in some media and informational agencies, what will ensure additional mentioning of the company or brand in media. Press-release should not be too big. It should short but clear. Press-releases are printed on the company’s brand style paper containing logo of the brand. The actual event At the date of the event it is necessary to make journalists’ accreditation writing: the name, contacts, media represented of the journalists present at the event. Provided with such a list, it is easier to track whether the info about the event was published or not. Another important thing to prepare is special press kit to handle to journalists during the event. The typical press-kit should contain: brief info about the company and the brand presented; agenda of the event; short description of the event (based on press-release); detailed description of the product. Press-kits help journalists to prepare their materials for coverage and increase the chances of the event or the brand to be covered in media. Moreover, press-kits can be also a marketing tool. Special leaflets and small booklets with info about the company and the brand should be in easy distribution, so that all visitors can take out such materials. This will ensure additional soundness of the company and brand. Evaluation The final stage of event organization and media support is preparing and sending-out post-release and monitoring media coverage afterwards. The post-release states in the past tense that the event took place and contains the short description of the event. Post-release are sent to all target media as well. The monitoring phase is quite important, since it enables us to evaluate how effective the organization of the event was. The media monitoring shows: how many articles, comments or other materials appeared in media after the event; what emotional character those materials have –positive, negative, neutral; what type media covered the event – magazines, TV, newspapers etc. In general, the effectiveness of the marketing communication of the special event can be based on: the number of visitors; the comments and materials in press; the width of media coverage; the volume of sales short time after the event. In such a way, special event organization should necessarily be supported by appropriate marketing communication that must contain both PR and advertising support. The essential instruments are press- and post-releases, press-kits and other marketing tools (info leaflets), advertising in press, billboards and citilights. An important post event procedure is media monitoring. References 1.   Applbaum K. (2004) â€Å"The Marketing Era† Routledge, New York 2. Brown S. (2000) â€Å"Imagining Marketing: Art, aesthetics and the avant-garde† Routledge, London 3.Cateora P. (1990)†International Marketing†, 7th ed. Irwin, Homewood, IL 4.Drucker P. (1977) â€Å"People and Performance† Harper College Press, NY 5.Eastman S. (2000) â€Å"Research in Media Promotion† Lawrence Erlbaum Associates, Mahwah, NJ 6. Goleman D.(1997). â€Å"Emotional Intelligence: Why It Can Matter More than IQ† Reprint edition, Bantam, NY   

The Wave: “Research the original story”

The movie ‘The wave’ is based on a true story that occurred at Cubberely High School, Palo Alto, California. The point of the wave was to experiment and to demonstrate how a typical democratic society can be ‘fascism’. This experiment was performed by Ron Jones; his stage name in the movie was Mr Wegner. Both men were well-known as history teachers and this experiment was introduced as a trial in April 1967 and went horribly wrong. As he failed to get his point across in class, he decided to try an experiment. This experiment began by starting the group called ‘The Third Wave’ in his history class; he told the students that the whole point of it was to remove democracy. Ron Jones tried explaining why the Jews were lead to their death; these deaths were committed by the Germans/Nazi (holocaust). Ron Jones’s main point that he appointed was â€Å"Strength through discipline, strength through community, strength through action, strength through pride†. The students soon realised that Democracy puts stress on individuality, which later made these students more interested to remove it from their group ‘The Third Wave’. On the first day of the experiment the group was just going through some ground rules and having discussion. The experiment only intended on being a one day thing but the students were drawn in and wanted to make this over a week. The second day was going over discipline, and this is when the name ‘The Third Wave’ came into it. The name â€Å"The Third Wave†, mis-stating the mythical belief that the third in a series of ocean waves is last and largest (which comes from a traditional sailors' saying that the ninth wave is the largest, as recited in Tennyson's The Coming of Arthur). They ended the day by inventing a salute, which was to resemble the topic of the Nazi regime, and how to obey the leader and his commands. To show respect to the ‘leader’ the students had to stand if a question was raised. By the third day more students were moving to Ron Jones class, the class expanded from 30 students to 43. The students were improving on their academic skills and their attitude towards school. The students became attached to the group ‘The third Wave’ when they were given a members card and all got a task given to complete. The students felt like they belonged to something, many for the first time in their lives. By the end of the day ‘The Third wave’ had over 200 members. Ron Jones was amazed by the commitment and motivation from the students. The students started taking the experiment seriously and students started reporting others when rules were being broken, By Thursday Ron Jones had decided to stop the movement due to it slipping out of his control. The students became so attached; emotionally and physically, this became an issue. Ron Jones announced to the group that the movement was a part of a nationwide movement, and that on the following day a selected member of the wave would announce publicly the existence of ‘The Third Wave’. Ron jones made it clear to all students, that the attendance of the meeting held the next day was compulsory. In the meeting that was held on the Friday, Ron Jones announced to ‘The Third Wave’ that they had actually taken part in a fascism group without even knowing. He explained to them, how easy it is to turn a democracy society into fascism without the students even being aware of their actions. He then followed by showing a movie about the Nazi regime, the students then realised that the groups’ attitude was a lot like the Nazi’s attitude and that Democracy is extremely important. In the movie and books it suggests that Ron Jones was arrested but in fact he wasn’t, he was just fired from the job 2 years later. Ron Jones didn’t expect the experiment to get so out of hand. The story line of ‘The Third Wave’ caught the eye of many film writers and authors; later on it became a much more dramatic storyline.

Birdy

# 8211 ; Psychological Aspects Of Characters Essay, Research Paper# 8220 ; Merely if we look profoundly into ourselves can we detect who we truly are? . ( Erich Fromm ) Birdy? at first may look to be a book characterized by its superficiality and simpleness, nevertheless it is within a field secret plan and construction that the existent values are hidden. Wharton? s narrative gives us the penetration into human qualities which are subjected to merely one aim: life itself. The book carries the reader into a wholly different world demoing how a male child creates and lives in his ain universe. Psychological portrayal of Birdy, which the writer presented, has a symbolic significance. Most significantly, it shows that the capacity to comprehend prevarications within the person. One of the psychological facets that Wharton deeply deals with is the lineation of two different characters: Al and Birdy. Those characters represent diverse qualities, however they seem to overlap to a certain extent. Al has a really rational position of life. His realistic attack enables him to step steadfastly through life, catch every chance of it. However, when he meets Birdy, he realizes that it wasn? t true at all, and all that clip he was merely walking with his eyes half-opened. Realism is what Birdy? s doctrine of life is missing, therefore that is why their characters seem to complement one another. A permanent relationship is created, on the footing of which the reader has the chance to detect what psychological alterations they undergo. Al wants to demo Birdy the universe that he has non discovered yet. On the other manus, Birdy tries to unveil the beauty of different world that he himself becomes fascinated with. Each of us has a nature of its ain, alone and exceeding. Wharton stresses it throughout the narrative. He skillfully crafts a psychologically intricate character? Birdy, who sees the universe in different colorss and sunglassess. He explores the universe through a wholly different world. Al? s friendly relationship on the one manus gives him a closer penetration into the existent universe, on the other one intensifies his compulsion. What really Wharton shows is how far can it truly travel. Birdy doesn? Ts have control over his ideas, he seems to be incapacitated. It is his desires that dictate all his actions. They become a beginning for his bizarre behavior. Passion to birds is so overpowering that Birdy becomes unaware of the very facts of the existent life. The existent universe is a labyrinth where he hopelessly seeks for issue. That is chiefly why he escapes to a small oasis of safety from the universe, where he can be certain of being admired when he is non admirable, and prai sed he is non applaudable. Birdy creates a universe of his ain, a topographic point were he could experience safe, proud and needed. He looks for some apprehension among others, but it is merely in the universe created by him that he can happen his kernel of life. A dream in which he becomes a bird has even a sexual intension. It invariably comes back at dark, and becomes so strong that he looses the ability to separate between the existent, and the fanciful universe: ? The dream is every bit existent to me now as my waking life. I don? T know where one begins and the other terminals. ? However, this different world that Birdy enters becomes a boundary line for Al. At the beginning of their friendly relationship Birdy tries to equilibrate between those two diverse universes, however his passion turns out to be stronger. Al and Birdy create a womb-to-tomb fondness # 8211 ; friendly relationship. It becomes the greatest sweetening of their lives. Merely few do detect what it means to be raised to the highest pitch of enjoyment of life. His religion in the possibility of winging helps him to? last? his unhappy childhood. Birdy lives in the head, in thoughts, in fragments. His passion gave him air to take a breath, otherwise he would smother. He does non give up and that makes him the victor. For Al, Birdy? s bizarre behavior is # 8211 ; as he states it? merely traveling excessively far? . He is afraid of it, as the universe that Birdy enters is an unknown measure for Al. He sees that his friend? s passion becomes unmanageable and hence Birdy? s behavior is more and more unpredictable. Al starts to understand that he can non make much about the state of affairs, and that the whole? outlandishness? is beyond his comprehension. That is chiefly why he turns his dorsum at Birdy, go forthing him entirely. Birdy is non capable of happening his ain topographic point in the surrounding world and in the eyes of others he is perceived as insane. ? There is no such an absurd thing that a adult male wouldn? t make merely to give life a purpose. ? ( Wharton ) When after war Al comes back to assist Birdy retrieve, he realizes the really true facts of life. His behavior in the infirmary for mentally handicapped reveals his fond nature. Al understands that Birdy became a portion of his life. However, the state of affairs that he has to get by with terrifies him. On the manner to Birdy? s mental recovery, which does non look to hold positive consequences, Al realizes that the universe they are populating in is full of ugliness, danger and corruption. One therefore should construct a universe of his ain, where all these jobs do non merely be. Wharton, when asked about the intent of psychological intricateness of some of his characters including Birdy said that it is # 8220 ; because there is some prevarication in this universe that I want to expose # 8221 ; . Wharton through psychological portrayals of characters shows the dichotomy of universes, a clang between the mimetic universe and the one created by friendly relationship and passion. F ictional universe crafted by writer suggests another impression of saneness in a universe that is obviously insane. Birdy creates his ain doctrine of life? a arm against the world. ? It takes 20 old ages or more of peace to do a adult male ; it takes merely 20 seconds of war to destruct him. ? ( Baudouin I ) Birdy is a mentally delicate character. He is capable of seeing things other people consider unimportant and meaningless. Those small things give him hope and something he can believe in. His whole life revolves around them. However, this is wholly changed by war. It puts an terminal to his delicate mind which is crushed under the load of what he has to travel through. All the agony, hurting, fright and the feeling of uncertainness destruct his belief in the universe he is populating in. That is why Birdy escapes into his ain world, nevertheless that is where he gets lost. His contact with the existent universe is handicapped, war brainwashes him into unreasonable manner of comprehending the world. Birdy? s attack to life reveals general truths of this universe. It shows that if we want to happen the right manner in our lives we can merely make it by looking for it in ourselves. The reader at some point may inquire about the psychological facets of homo? s behavior, inquiring such inquiries as: What is truly needed to continue one? s felicity, to be truly free? Is it really possible? Can we do us believe that everything has a intent? Al and Birdy have aims for their lives but they are non capable of seting to societal stereotypes. They invariably run off from them, seeking for something new. Wharton? s technique of portraying the fictional universe is a really specific one. The reader gets to cognize all the events from different positions. The universe is perceived through Al? s and Birdy? s eyes. The inside informations of the male childs? past life are shown by agencies of retrospection. Wharton # 8217 ; s authorship is frequently dark and incorporates phantasmagoric elements aggressively contrasted against splanchnic world. In his head, Birdy lives as a bird, and the description of that life has a dreamy, unreal quality. Through his friend Al, we see the world of his life: the grim veteran # 8217 ; s infirmary, the detached staff, Birdy # 8217 ; s hapless physical province. The differing elements suit together to organize a whole life, even if it is a life given over to madness. The narrative shows that in the hunt of freedom one has to travel through existent and metaphysical labyrinth. It is the lone thing Birdy needs to wing thought the deepnesss of life. He pr oves that the existent art of life is to do the impossible, possible. In many ways, Wharton? s position of the universe is true. By a characteristic manner of showing the fictional universe, the reader has the chance to introduce with the huge psychological portrayals of characters. We get to cognize non merely au naturel facts, but besides interior ideas and the emotions that accompany them. That is why the reader can comprehend the fictional universe through different positions and place with the characters. Wharton by agencies of field and straightforward linguistic communication expresses deeper ideas. Fictional characters? actions become symbolic and can be interpreted on different evidences.

International Political Economy Essay Example | Topics and Well Written Essays - 4000 words - 1

International Political Economy - Essay Example International political became known as a focal point of study in the 1960s. This was sparked by the drastic advancement of the international economy following interests in global politics. The already set and developing field drew upon diverse sources including history and economics (Biersteker, 1993). This is in addition to international relations thereby manifesting the field as a disciplinary promiscuity that remains a feature up to date. An element of ancient international political economy that has not stood the test of time is the engagement that intertwined the extensive invisible college of initiating scholars. As this imperceptible school of thought untangled, two types of international political economy emerged. Even though their range partly related, one type is predominant in the United States and the other in the United Kingdom and Canada. The prime type in the United States is the rationalist. Consequently, inter-relationships between the states are their focal areas o f concern. Furthermore, they have evolved sharply and revolutionalized formal models and dominant operatives that assist them to survive competitive interstate complexities (Palan, 2000). In this way, rationalists depict these states as the greatest beneficiaries in acquiring incentives for international collaboration. Insatiable for data and inclined towards solving problems, rationalists devote much of their energy to theoretical deliberations as to empirical work. A majority are fond of assumptions that relate to the role of domination in stabilizing international economy. Additionally, they are used to creating up framework of governing institutions, an inclination that may derive from their supremacy features. On the contrary, scholars of the diverse critical aspect in international political economy are dominant in the United Kingdom and Canada. These scholars spend much of their energy unearthing the concealed workings of hegemony, both the global

The cold war Essay Example | Topics and Well Written Essays - 250 words

The cold war - Essay Example It made its citizens its slaves. During this period, both sides tried to contain one another. The U.S., for example, tried to contain Cuba, which was communist. It isolated this country with an embargo. A big confrontation developed in this situation with the Cuban Missile Crisis. It came very close to nuclear war but the U.S. won the state down. Another episode of containment occurred in Vietnam. The U.S. Wanted to contain the communist North Vietnamese, so it supported the free South. The Soviet Union and its allies strengthened the North, created a war in the country. This was not a success for the U.S. These confrontations have various lessons. Sometimes containment can work but it often just postpones a conflict. Most of the time the U.S. should vigorously defend its interests. Many bad countries would love to spend all day negotiating and talking about their problems with the U.S. Meanwhile they are building an arsenal to attack. Confrontation may be the better solution to this

Engineering Behaviour of Perth's Soils Research Paper - 1

Engineering Behaviour of Perth's Soils - Research Paper Example The determination of the engineering behaviour and properties of soil such as its grain size distribution, relative density, angle of repose and permeability is one of the most fundamental aspects of geotechnical engineering. Although most previous researches have focused on in situ determination of soil properties, the current research uses laboratory analysis of soil properties to investigate and the engineering behaviour of soils in Perth area. The experimental approach involved collecting soil samples from four different locations namely, North- Yanchep, West- Scarborough, South- Southern River, and East- Swan Valley. Various soil classification tests such as sieve analysis, relative density, and angle of repose and permeability tests were them performed on the collected in order to determine their compositional properties and engineering behaviour. The results were then analysed and compared to the findings of the literature review in order to effectively predict the engineering behaviour of soils of soils in Perth area. I wish to acknowledge my project supervisor, Professor Sanjay Kumar Shukla for the valuable assistance, suggestions and positive criticism throughout this project. My sincere thanks also go to my lab supervisor, Dr. Mohamed Ismail, for his tireless efforts in helping us succeed in our experimental tasks. Finally, the work presented in this report would not have been possible without the cooperation and invaluable support of my project partner, Chushu Deng. Perth region is vast area located within the expansive Swan coastal plains, which lies between the Indian Ocean and the Darling Scarp in the South Western parts of Western Australia. There exist different types of soils in Perth area with the main types being sandy, clay soils. The Western region of Perth area, particularly towards the coast, is mostly characterized by sandy loam soils. On the other hand, the Eastern sides including the upper Swan to the

Global Marketing Plan Research Paper Example | Topics and Well Written Essays - 1750 words

Global Marketing Plan - Research Paper Example How my decisions support the overall goal of growth and expansion? And last but not the least that How would I convince someone with the opposing perspective? In the end I would present my own views to support my decision and findings so far. Global Marketing Plan As I am supposed to present my thoughts regarding the globalization issue for the company, so in my views we should definitely move for globalization of our company. Since, our company has a wide range of clientele in Phoenix and Boston. People already know us here and our company is one of the most renowned furniture selling companies in town. Therefore, we would definitely have to take the opportunity like other companies and try to build the same repute in other locations as well. Moreover, I think we can do much better in other areas of the world as well. Therefore, in my point of view, it is the right time when we should expand our business internationally as well. Main reason behind this decision is to increase the ma rket share of our company. Moreover, if we expand our business in various regions across the globe then it will increase our sales and revenue as well. It will help our company to make its name in more locations, thus creating diversified customer range as well. One more factor to think about globalization is to search for more capable labor source from multiple areas of the world. This diversity will not only give us varied work force but also different minds to think for the benefit of the company in a better way. This is one way we can multiply our profits as well. As far as my rationale behind this decision is concerned, I stated already that globalization is truly good for our company at this moment. I don’t want to wait and let other competitors to take the advantage of this process. We have examples of many companies that have expanded their business to almost every side of the globe such as Coca-Cola, McDonalds, KFC, and so on. All these companies have not only gained lots of popularity around the world but also multiplied their revenues in a well-organized manner. If we lose the opportunity now, then some other company will lead us in this regard and gets all the benefits of globalization prior to us. When it comes to target any specific location then Europe is the best place to aim for. I have suggested Europe because we can gain a wide range of customers and competent workers from that place. Especially from Sweden we can get proficient workers and true furniture lovers from all over the continent. As per my studies people there are fond of good furniture. They like to give their homes a classy and trendy look. They follow trends and if we provide latest and chic styles designs of furniture then we can surely increase our clientele in that area. I have worked out enough to trace the location, where our company should target? The information I gathered using all my efforts, clearly shows that people in that area needs a good job with higher sa laries. We can easily target those areas to give them a good job and hence can upsurge our resources as well. It will also cut down our production cost because the salaries we are paying here in Boston and Phoenix are comparatively higher than the amount we would pay there. Not to compromise on the quality side, I would suggest that instead of making the furniture at other locations, we make them

Query letter and outline Assignment Example | Topics and Well Written Essays - 500 words

Query letter and outline - Assignment Example A modification of the guidelines, through the eighth Joint National Commission (JNC-8) suggested inefficiency of the previous guidelines and possible improvement in management of blood pressure. A majority of hypertension patients, however, fails to manage their blood pressure and this identifies significance of the hypertension as a health concern. The article investigates and reports on common practices in prevention of hypertension and management of blood pressure among hypertension patients and effects of the practices on quality of health, in a seminar set up. Using comparative analysis, effective practices are identified and are compared with provisions of JNC-8 guidelines with the aim of promoting awareness and use of JNC-8 guidelines among nurse practitioners. Publishing the article will, therefore educate nurses of best practices for management of hypertension and, through awareness, influence them to use the practices for better health. The publication will therefore achieve the journal’s objectives of promoting education and improving care practices. The Journal for Nurse Practitioners. (2015). Guide for authors. The Journal for Nurse Practitioners. Retrieved from:

CMG490 MOD 2 SLP Essay Example | Topics and Well Written Essays - 500 words

CMG490 MOD 2 SLP - Essay Example There is also a poor life cycle and workflow in the visibility of the contract. In the contract processes and procedures, there are no guidelines or templates that are proven for particular terms and clauses needed for different types and value of dollars in the contract. There is also an inadequate and insufficient reporting system to the senior management. Finally, there are high costs of staff that are incurred in the routinely carried out review or administrative tasks. Contract management is responsible for the excessive costs due to lack of the expiring contract dates that result into low rates of contract renewal. Insufficient performance monitoring and terms of contract lead to late fees, overpayment, and failure to collect discounts or rebates, and penalties. However, this inefficient monitoring may lead to failure in collecting late fees, underpayment, and awarding of unearned rebates and discounts on the part of suppliers. There are high risks involved in the contract resulting from non compliance. This is due to the lack of policies documented and incapability to show adherence to the written policies related to the contract. The company is also unable to determine if the supplier is complying with the contract terms and conditions. The contract risks also result from inadequate controls of ensuring that those writing contracts possess appropriate legal and risk management and/ or other appropriate mode of authorization before making changes to the terms and language of the contract. The contract risks are also associated with lack of automated reconciliation and integration with the financial systems. This may be due to the company’s inability to rapidly and routinely identify high risk clauses in the contract. In addition, the organization has no monitoring and reporting tools of contract

Alcohol and Family Violence Essay Example for Free

Alcohol and Family Violence Essay Alcohol and family Violence has been an issues with families for many years, these are two demons that some just can’t break, families have been experiencing the traumatic of one’s physical uncontrollable actions. Alcohol has become one’s stress reliever in all views that it began to take over one’s way of thinking and reaction, this is ways individuals express their evil thoughts and the sad thing it that the abuse of alcohol has a domino effect on their children’s as they become adults and parents later in life. If community members understand violence differently, their responses may be inconsistent and even harmful to victims. (Advocate. Minnesota, (2003)). Almost 6,500 children across the world have been a victim of family violence which leads up to being in a single parent home, One in three children globally (30%) said as leader of their country; they would tackle violence by improving law and order. For children in developing countries, improving education (17%) was the next priority (compared with just 6% of children in developed countries). (2003). Child Fund.) Finally, a 1991 study in the United States found that the average amount of alcohol consumed prior to the use of violence was only a few drinks, which â€Å"suggests that the act of drinking may be more related to woman abuse than the effect of alcohol.† Two other studies indicate that drug use is more strongly correlated to domestic violence than is alcohol. (2003). Child Fund.) Improving their self-esteem, they abuse the victim physically, emotionally, and sometimes, sexually. Another key factor in wife abuse is alcohol. When the man is stressed, he turns to alcohol to relieve it. Little does he know that the alcohol makes him more irritable? He started really drinking excessively and that is when the abuse started. He had been drinking I sat down to read the paper and he wanted his supper . . . he kicked the c at to the ceiling, he started slapping my face with both hands, (Berger, 1990, pg. 42). So, if youre in an abusive relationship what is the best way to get out and stop of the battering abuse? After notorious acts of abuse, usually, the woman will finally realize that the situation will never get better. Basically there  are three basic reasons why women leave a violent relationship: Educated themselves about the necessary available help, being faced with the impact on their children (mentally, physical, sexually and courage to know when enough is enough) and women having a tolerance level of abuse. (Berger, 1990, pg. 48). Family Violence is Willfully or knowingly placing, or attempting to place, a family member in fear of hurt, causing hurt, wrongful confinement or restraint against the family member’s will or continual harassment which causes anguish.. A family member can be your spouse or ex-spouse, child (including adopted and step child), sibling, parent or in-law. Now there are many factors that contribute to family violence, the most commonly seen are th e characteristics of the abused and the abuser. There is no one specific country or culture that is more abusive than another, abuse is spread across countries, cultures, socio-economic statuses, races, religion and ethnic groups (Goldman, Salus, Wolcott Kennedy, 2009). For example, one may be very educated and well-kept but if unable to control behavior caused by emotions, he may be abusive. While if one may be poor and lowly educated, if he is well controlled in his behaviors and emotions, he will then not be abusive. More often, in cases of child abuse, the abuser usually a parent, father or mother, could be one who may be in situations of stress or someone who simply cannot control their emotions, anger. In a paper written by Professor Harry J. Gaynor (1998), in 1,356 cases of child abuse reported by National Burn Victim Foundation, there were 176 spontaneous cases, of which 97% of them are parents that are known to have aggressive response behavior. There are two kinds of aggressive response, active and passive. Active aggressive behaviors do not have concern over the impact that anger will have to the abused, this translates to actions of hurting the abused verbally, could be hurling hurtful words, humiliating, and physically, hitting the abused. While the passive aggressive response behaviors are those that have cooped up, suppressing negative emotions of a length of time and a blow up or breakdown can be expected, this translates to behavior of neglect and not paying attention to the abused (Gaynor, 1998). Children are victims of adult’s uncontrollable behavior of anger. As much as we blame abusers, and we should look at their background and past, that when they were children were tormented as well. Baltimore County, Maryland Police Department (2012),  shared some facts about child abusing inmates, that 84% of them were abused as children, families with more than four children have higher rates of abused and neglect, more than 80% of the abusers are parent or someone the child is close to and parents on drugs is physically abused regularly. There are parental histories and the cycle of abuse that we have to factor into the characteristics of the abuser. Many of these individuals who are maltreating their own children were victims of abuse and neglect themselves. (Goldman et al., 2003). There is no major difference in percentage of perpetrators being female or male. An apparent close percentage of 50% and 58% of mothers and fathers are found to abuse their own children. However, while single mothers are accused of child neglect, many fathers who abandon the child are almost never considered in the neglect (Newton, 2001). Abuse often happen in environment or family situation where it is overcrowded, usually happens with families with more than four children. If the living conditions are cramped and isolated and parents do not hold proper stable jobs, the chances of abuse in those families, whether parent-child or sibling abuse may occur (Baltimore County, Maryland Police Department, 2012). From the Encyclopedia of Mental Disorders (n.d.), some causes of abuse at times are simply due to parent’s ignorance of developmental stages. This ignorance can lead to frustration and eventually aggressive behaviors. They are under stress because their child has issues with toilet training or not meeting their expectations. Understanding developmental stages can help parents to understand their child’s learning curve better and they will learn to cope with their expectation. Another cause is mental disorders, parent with depression, personality disorders or anxiety disorder etc., can affect their ability to care for their children. The abused, children as the focus, can contribute toward family violence toward themselves and they may never know it. Disabled children, children with mental disorders, children with development disorders, hyperactive children are all at a higher risk compared to a healthy child in receiving abuse. These children have needs that are special, if they do not attain required needs, manner of communication from them can be highly distressing. According to Sullivan (1996) from the Boys Town National Research Hospital, children with disabilities are found to be at greater risk of abuse and neglect compared to children without disabilities (Official Journal of the American Academy  of Pediatrics, 2001). Children with disabilities of any form may be unable to retort, have no understanding that they are abused or cannot communicate the happenings of the abuse may have issues because adults know that they can get away with it because their abuses will not be reported. Knowing one can get away with it makes it easier to push through the abuse compared to risking the child complaining to others about the abuse. Children although still the ultimate victims whether or not they are the cause of the abuse and abused children and the abuser may have much effect in the society. There are long term effects surrounding family violence and any forms of family violence have effects to both the abused and the abuser. Some of the effects are physical and neurobiological, cognitive and emotional and social and educational. First, physical and neurological damages are the visible effects on a child, direct trauma from physical abuse can cause ruptured organs and even possible brain deformity or retardation. Neglect will cause the child to be underfed and/or nutritional deficit, the child will have slow growth rate and development of the physical and brain would be unhealthy. This makes deficient in mental growth as well. Repeated trauma produces changes in the neurochemistry of the brain that affects memory formation. This causes the person to will time to time continually getting flashbacks of fragmented memories of emotions throughout their life. Cognitive and emotional damages are relative unseen. Some children resort into extreme methods to deal with the trauma tic experiences. Some lash out at people around them and themselves. Some become depressed and do things that make them feel better, example by taking drugs and alcohol, some even go to the extent of attempting suicide. Bonding and attachments with their parents or people in general may cease and understanding of the abusing behavior might become permanent if assistance does not come. Children that have been abused also show no concern when someone else is under distress, they may even result to behave in ways like hitting the other child the same way their abuser did to them (Sigelman Rider, (2012). A social and educational effect becomes obvious when the child become less sociable or not sociable at all, isolating himself. The child may also become distrustful toward people in general making them unable to properly have a normal relationship. Due to this, the child will grow up having issues with self-esteem, have low level of confidence. Behaviorally, some children may  grow up to become abusive or they become isolated (Encyclopedia of Mental Disorders, n.d.). Some of the children who do not seek and have support to recovery may consider what they have been through has normal and appropriate. This is how the cycle of abuse goes on. Abused children are often emotionally and physically in pain at school; hence they are unable to concentrate at what they have to do, leading to them falling behind their grades. They find it hard to make friends and hence either become a bully or get bullied at school as well. Because of this, teachers at school might see them as a problematic child if they are not aware of the happenings that are going on at home. With society (school) labeling them as problematic and being abused at home by parents they are likely to feel rejected by everyone. Intervention as a Human Services Professional I would suggest that all family members seek counseling to express all issues and get to the root cause of the problem. When children are involved seeing a therapist with the family and without the parents would be one of my intervention to help their family, I would also have the parents go to parenting classes. Resource: Advocate. Minnesota, (2003).Alcohol and Domestic Violence. www.umn.edu/hutments/svaw/ domestic/link/alcohol.htm Attorney-General’s Chambers (31 October 2009). Interpretation of this Part. In Women’s Charter (Chapter 353, Section 64). Retrieved from http://statutes.agc.gov.sg Baltimore County, Maryland. (2 January 2013). Facts About Child Abuse. Retrieved from http://www.baltimorecountymd.gov/Agencies/police/community/abuse.html (2003). Child Fund. www.childfund.org.av/publication/new-childfund-survey-fines-assive-kids-blame-alcohol-number-one-cause-violence Gaynor, H. J. (1998). The Root of Child Abuse: Anger. Retrieved from http://www.aaets.org/article63.htm Goldman, J., Salus, M. K., Wolcott, D., Kennedy, K. Y. (2003). A Coordinated Response to Child Abuse and Neglect: The Foundation for Practice. Retrieved from https://www.childwelfare.gov/pubs/usermanuals/foundation/foundatione.cfm

Political Factors And Legal Factors Marketing Essay

Political Factors And Legal Factors Marketing Essay Quality is a locally owned restaurant and fast food business. It is a medium size restaurant business which will be located in Dhaka which is capital of Bangladesh. Quality is discovered huge popularity in restaurant business according to Bangladesh current market. Quality is promised to offer best quality food to the customer. As a result Quality will put up their business by offering all kinds Chinese, Thai, Indian, traditional and fast food. It is constituted upon 4 partners with equal ownership. The target market will range from upper class to lower class customer. The market is demanding best product with affordable price so for that circumstance Quality will ensure that each every customer will receive best price and best product. Quality will follow up all the legal issue to register with national board of revenue (NBR). They are planning to keep some fund for corporate social responsibilities on their sales revenue. This business will initially recruit 25 part time and full t ime employees to run the business. Quality is raised available finance to use worth TK.5000000. And assuming to make gross profit margin 35% and it will lead to peak in coming days. 2.0. Business Description: 2.1. History and Background: Quality will be a medium size restaurant business which will be located in Dhaka which is capital of Bangladesh. The history of restaurant industry in Bangladesh not very long. The restaurant business industry is very competitive in terms of price, value, promotion, location. Quality will be a unique concept in Bangladesh. There are substantial number of restaurant is operating in Bangladesh that will compete with quality. There are few numbers of competitors exist in the current market what is called KFC (Franchise), Pizza Hut (Franchise) Nandos (Franchise) is leading the Bangladesh restaurant industry. That business has already coped the large number of market shares. In 2003 Pizza Hut and Kfc in 2006 was launched their business in the Bangladesh market. This is only DHAKA based supermarket chain. There is few more restaurant exist in current market such as BFC, FFC, Boomers, AW restaurant, Captain World. But they are not performing well in the current market to satisfy the custome r with their desire they keep failing to hold sufficient market share due to their strategic drift. But KFC and Pizza Hut will be a big challenge for Quality to compete. 2.2. Mission: Quality is promised to offer high quality food, good services with affordable price. To provide new job for the local community. To make fair profit for consumer. 2.3. Objectives: To make even in few months in setting up. To start making profit after few month times. To raise revenue year by year. To reserve some percentage of revenue for the corporate social responsibility. 2.4. Product and Services Description: Quality will provide quality product with excellent services to the customer. Quality will focus not only on single product based retail business but also verities of products. These are as follows: Chinese food Thai food Indian food Traditional food and Fast food 2.5. Supplier information: Supplier has defined as key factor for a business to improve their buying organization. All the suppliers should base on quality; reliability, on time delivery and the performance of produced which directly influenced to satisfy the customer with affordable price, Product availability with customer desire. Quality will make relationship with several supplier to hold their product quality and price control and supply chain includes most of them are from Bangladesh and few of them from Africa. In restaurant sector major suppliers of fresh produce in Bangladesh is SMEs. Therefore Quality is planning to collaborate with SME (Approximately SME have 70 suppliers in bakery, fast food, vegetables, beef, and chicken. There are few more such as Shiblee hatchery farms will provide all types of traditional food. 2.6. Business Ownership: There are different types of business which is discussed by( lonhnecker, 2010) which is brand new business, take over running business, franchise and family business. Therefore quality will be a new business which is not exists in the market for retail services. The suitable ownership in start- up business may depend on owner determination regarding business profitability, risk and competitive advantages and value of business according to (foss and lien, 2010). There are three types of business those are sole traders, partnership and corporation. Quality will follow partnership business strategy. Partnership business will help in sharing capital between partners, more flexibility to run the business, shared responsibility, easy to make decision. This business will consist with four partner .Every partner will share 25% capital. 3. Business opportunity: 3.1. Target market segmentation: The target market segmentation usually can be segmented on the basis of customer characteristics. These are follows: Geographic ( includes country, region, counties, customer density, climate) Demographic (includes age, gender, life-cycle, income, social class) Psychographic ( degree of loyalty, occasions, interest and hobbies) 3.1.1. Geographical segmentation: The perfect place of quality to do business in Dhaka city because people are gathered there from every corner of the country as well as outside of the country where the people passing at Least 20 hours in a day. Quality has a opportunity from the large number of workforce, good communication for delivering raw materials to other branch. The best place quality looks near the school, shopping centre and the corporate offices. Most of the student who are just finished class feels hungry and starved looks for nearest fast food or restaurant around them. And people love shopping  and go out with their family, quality will look for getting that customer. People who work in the office they may look for lunch or dinner. 3.1.2. Demographic: Quality is targeting people all round of the city such as all aged people (10-64) years, low income , middle Income, high income people . Quality  concern to launch their product with thinking those kinds of consideration. Because different age people have different food criteria to eat.   Example most school student aged 15 years has attraction to fast like burgers , fries , ice-cream etc because of their taste preference even though. They will not be able to pay that sum of money; they usually get allowance from their parents. Middle age people in Bangladesh are becoming hectic day by day   they probably go out with their family to have lunch or dinner therefore they prefer rice and curry so quality need to develop their menu according to those consideration . 3.2. Competitors analysis: Some potential business thinks to get on with their own plans. Some business think to analyse their to help management their competitive advantages and disadvantages. Also to understand competitors present, past, forecasting business strategies. Quality focus on their key competitors KFC and nandos both are located in Dhaka city and they their main competitors in that industry .Competitors analysis are as follows: Table: 1 Content Competitors 1 ( KFC) Competitors 2 ( pizza hut) Location Dhaka , Bangladesh Dhaka ,Bangladesh Established date September, 2006 in Bangladesh May, 2003 in Bangladesh Strength High brand equity High business growth Large amount of cash flow from franchise. Available capital reserve to expand the business World wide recognition High brand equity Specialized in Pizza Restaurant services and delivery services Good reputation Weakness Sales margin decline Labour turnover due to lack of opportunity High obligation from parents company Only based on chicken product Unplanned pricing Based on pizza services High overhead cost Unplanned pricing Focused on same ingredients in everywhere Opportunity Market leadership due to high brand equity Targeting all aged people Interacting with good suppliers New market leadership Introducing with new ingredients Opportunity to reduce the price to make it more affordable Threat Threat from other competitors in that industry Significant change in customer demands New rules and regulation impose by government Threat from other competitors in their revenue Changing in customer demands New government policies Market share Covering 40% in Bangladesh Covering 36% in Bangladesh 3.3. PESTEL Analysis: 3.3.1. Political factors and Legal factors: Political factors defines as government stability, taxation policy, introducing new law and regulation by the government,(Henry , 2008) .The political is regulated by elected government .The political issues in Bangladesh is much viable than the last decades to establish a new business. Elected government usually impose the new policy according to their election agenda. Bangladesh government is planning to launch some very effective scheme for the new investor with decreasing value added tax, business tax, income tax. There is also a legal issue which would affect quality such as new employment law, increasing minimum wages. 3.3.2. Economics Factors: Economics factor which affects on the running of the business activities.   It is undertaken In order to forecast the success of the business or evaluating the business risk involves economics activities. It includes unemployed of the country, buying power of consumer, demand and supply, inflation, economic resource, income level of personnel. Bangladesh Nowadays comparatively economically viable to invest than all other developing country. Because of low labour cost ,   Bangladeshi labour gets average us $ .22 dollars per an hour , rapid change in buying power for consumer, in order to more investment in Bangladesh it decrease unemployment level . 3.3.3. Social environment factor: The social environment factors defines the   combination of customs , poverty, literacy, life expectation, value , tradition , religion . In Bangladesh is improving in poverty level, people are being more literate, and most people are Muslim they prefer halal food. Quality has a wide concentration on those factors 3.3.4. Technology Factor: In major way , businesses are frequently developing their technology to platform to developing their business plan. Nowadays   people have more attraction on using   Social networking through Internet , all the businesses may get opportunity to advertise through Internet, business can use EPCS( electoral point of controlling sales) to evaluate their right stock , card payment against sales to help out the consumer on holding cash. So quality is concentrating on those issues. 4.0. MARKETING STRATEGY: 4.1. Marketing Research 4.1.1. Primary Research: Primary research is short term decision process. It includes observation on customer behaviour, taking face to face interview, focus group, online survey about relevant business. Observation process was done by Quality on strategic location where intended to open up their business. Data of market activities was collected through interviewing on customer with their expectation and who involves in those industries. Online surveys, it is very popular and relatively low cost, Quality has done their online surveys through over viewing on existing customer and potential customers comments. Quality has turned up to focus group to get more information about customer tastes and preference. 4.1.2. Secondary research: Secondary research is a collection of data what is already exists. Secondary research follows outside information clustered by government records, labour unions, media, newspaper commercial sources, These are usually free and provide a lot of good information. Quality has collected data from government statistics to understand about where more people are gathered for several purpose, their ages and their occupations and current growth in Bangladesh (6.5%). Quality also has done their research on commercial market report prepared by research experts that helps to evaluate the business risk, the size of the market, and market shares within these sectors. Example in Bangladesh food industries kfc covering 40% of market and pizza hut is covering 36% of market shares. 4.2. Marketing Plan: Combination of several market elements is called marketing mix. This element refers to 4ps which are product, price, promotion, Place.http://www.marketingplan.net/wp-content/uploads/2010/11/four_principles_of_the_mark-300300.gif Figure : Price, Product, Promotion, Place the process of implementing marketing strategy 4.2.1. Product Strategy: The product strategy is usually reinforced through marketing research. In terms of customer needs and desire, every company must amend their product strategy. The product concept describes the products details; it includes colours, flavours, objectives, and even the price. Before launching a product in the market, the product must be tested with customer. So, in that Circumstance Company may choose focus group that discuss about customers like and dislike. So, Quality will implement that making strategy on their making food with introducing right colours, right flavour, and relevant ingredients.i.e. Some of customer sometimes they turn up to the restaurant without knowing about the food description. So product information will help to evaluate what will be best for them. 4.2.2. Pricing strategy: There are three aspect of a business to set up pricing . 4.2.2.1. Cost based pricing   4.2.2.2customer based pricing   4.2.2.3competitors based pricing   4.2.2.1. Cost based pricing:   This pricing strategy is determined by adjusting profit on top of the product making cost . It is known as cost plus pricing. It uses widely in all major business operation. An opportunity to use that strategy to understand the business costs are covered. Quality will follow that strategy to forecast their profit mark up. Quality will use 20% mark up on cost:   Sales 100 [emailprotected]% 20 Selling Price 120 4.2.2.2. Customer based pricing:   This strategy is determined  by what a business   assume customers will be prepared to pay . This strategy refers penetration pricing which usually help to increase market share, it offers the  opportunity to increase the price when the objective has been achieved.   4.2.2.3. Competitors based pricing: Basically markets are full of strong competition . The customer always buys from the cheapest provider and who is providing great customer services. But the customer may make their who offers reasonable price with better quality. Quality will research their nearest competitors to fix up their pricing of product. Therefore quality intend to set up their pricing strategy base on 3CS where calculate all the cost with adding profit. Figure 2: Pricing strategy base on cost, customer and competitors 4.2.3. Promotion strategy: Promotion strategy is part of the marketing mix elements, It uses frequently in marketing plan. The business usually uses promotion strategy to deliver information to consumer, to increase product demand, to increase, to differentiate a product. It includes personal selling, sales promotion, direct marketing, and publicity (Rajagopal, 2007). Basically Quality will follow different ways to promote their food menu, Quality is intending to use media to advertise their food to bring more customer such as Facebook through internet (nowadays more people are addicted on it) there is an opportunity to cope up large number of customer, Local newspaper ( Prothom- alo most popular newspaper in Bangladesh ). In initial market plan, Quality will give out a discount card on purchasing food as well as discount on age range. Quality will introduce with special offer to promote their food menu as like buy one main course then second one half price. Quality will research their competitors promotions s trategy to understand what they are actually doing in promoting their product. Quality will keep their promotion campaign as long as their strategic objectives will be achieved. Promotion strategy as below: 4.2.4.Place/ distribution: Place or distribution define how the product and services gets to the customer for consumption ( kotler, killer burton, 2009). This is the method a business to get their product through diffrent channel those are as follows: C:UsersTAZNUBADownloadsphoto.JPG Figure 3: There is 3 distribution channel, channel 1 and 2 indirect marketing and channel 3 direct marketing. Channel 1 has two intermediary levels whole seller, and retailer. Normally wholesaler buys and stock large number of quantities of goods. Channel 2 has one intermediary level which is retailer. In typically they act as retailer in a consumer market. Some big production company produce their product and sell it to large retailer and e-retailer. This is basically happens more in supermarket business and electronic business. Channel 3 is called direct- marketing. There are no intermediary levels. In that case manufacturer sells directly to consumer. Quality is looking for direct marketing to reach to consumer. Quality will make the product and sell to customer directly. Quality is also planning to start to delivery service to customer directly to their home address to increase their revenue. 5.0. Business Operation: 5.1. Legal and Licensing: Normally all the business may obtain their license from city corporation. To obtain trade license Quality will provide the following to Dhaka City Corporation are as follows, copy of the companys articles, statement of bank solvency, corporation tax code number, photographs and name of the business persons. 5.2. Registered and Tax authority: To make a business every business must register with tax authority under national board of revenue. Usually all the business acquires tax identification number (TIN code) for the new company. For the VAT purpose, all the business needs to be registered separately with VAT commission (under NBR). Quality will go through all those process to launch their business proper pathway. 5.3. Organisation chart: Organisational chart are used in association with job description. Organisational chart draw a map for management process. Organisational chart provides the guidelines to employees by giving lay out the official reporting engagement (Ingram, 2009). Without the organisational chart employees may find difficulties to understand what responsibilities are there? So Quality will follow up the organisational chart to allocate each employee responsibilities. Qualities organisational chart as follows: http://www.myexceltemplates.com/wp-content/uploads/2011/03/Small-Business-Organizational-Chart.jpg Figure 4: Organisational chart of Quality restaurant 5.4. Personnel plan: We believe that the personnel plan depends on the size of the business and expected revenues. Quality will recruit approximately 13 full time and 7 part time employees, who will work a total of 700 hours per week. All the staff will be well trained before starting work. Because there are many opportunity can obtain by investing on staff training. First of all, staff will be very efficient doing their work, then well trained staff will help to reduce the business risk, they will be able to perform in any given task. 5.5. Corporate social responsibility: Corporate social responsibility is the process to embrace responsibility for the business actions and influence for a positive impact through its actions on the environment, consumer, employees, communities. Quality will speculate that issue. Therefore Quality will introduce with CSR scheme to help environment, employees, and communities. Quality is assuming 2% of profit to invest in CSR. 6.0. Financial plan: The financial plan consists of a year profit and loss assumption, a cash flow assumption, balance sheet assumption, breakeven point, net present value of project. Quality is planning to finance TK.10000000 which will be provided by 70% of partners of the business and 30% as a bank loan. 6.1. Start up expenses: Every business have varieties of start up expenses it includes cost of capital, professional fees, administration cost, sales and marketing cost, wages and benefits. Quality will spend initially Tk.5500000 and rest will keep for further business operation, expenses as follows: Table:2 Expected : Cost of sales( Raw materials, equipment, furniture, packaging, insurance) TK. 4000000 Rent ( FOR YEAR 1 in advance) TK.1000000 PROFESSIONAL FEES TK. 100000 Sales and marketing cost Tk. 200000 Technology fees Tk. 100000 6.2. Financial indicators: the sales projection indicates, sales operating expenses, collection days, and inventory turnover. The sales growth will be 150% each year. QUALITY is planning to keep gross margin 35% each year. http://www.bplans.com/benefits_administration_business_plan/images/8df5decd340f4ab28c2048fa268c889b.png 7.2. Break Even Analysis: All the businesses concern to determine how much income business must need to pay off their expenses. At that stage business tries to make a breakeven point analysis. Businesses at least need to make the cost of staying in the market place. Businesses make their assumption about breakeven point when fixed cost is covered by sale. So QUALITY is assuming that their fixed cost will be TK. 200000 (Equivalent to $20000), so QUALITY need to make their sale at least TK. 2000000 to make a breakeven point.

The Last Samurai Essay -- Film Movie Movies

â€Å"The Last Samurai† is a film centered around the idea of journeying physically, spiritually, emotionally and mentally. We witness these journeys not only through observations of a character going through a personal transformation but a whole culture around him who is likewise in turmoil. This film allows us to join in on an adventure and journey of the character, the world he enters and the people he meets. The story is based on a time just after the Civil War, a time when the modern western world which had just encroached upon the American West, condemning the Native American, began to engulf traditional Japan as well. The purpose of this film is to give a voice to these people, to share in their struggles and experiences and be enlightened, as the protagonist is, at their way of living and their out look on life and its purpose. The audience is simply people with a connection to the struggles of a culture undergoing rapid changes by modern development. Any person passionate about culture and tradition and simply, any person who can open their mind to a world unknown to them and to learn from it. As well as this we must recognize that it is a Hollywood production and its purpose first and foremost would be entertainment, and being able to satisfy the wants of the majority. The film’s two main characters help convey meanings throughout the entire film about the journeys that are undergone. Katsumoto, the last remaining leader of the Samurai and in particular Captain N... The Last Samurai Essay -- Film Movie Movies â€Å"The Last Samurai† is a film centered around the idea of journeying physically, spiritually, emotionally and mentally. We witness these journeys not only through observations of a character going through a personal transformation but a whole culture around him who is likewise in turmoil. This film allows us to join in on an adventure and journey of the character, the world he enters and the people he meets. The story is based on a time just after the Civil War, a time when the modern western world which had just encroached upon the American West, condemning the Native American, began to engulf traditional Japan as well. The purpose of this film is to give a voice to these people, to share in their struggles and experiences and be enlightened, as the protagonist is, at their way of living and their out look on life and its purpose. The audience is simply people with a connection to the struggles of a culture undergoing rapid changes by modern development. Any person passionate about culture and tradition and simply, any person who can open their mind to a world unknown to them and to learn from it. As well as this we must recognize that it is a Hollywood production and its purpose first and foremost would be entertainment, and being able to satisfy the wants of the majority. The film’s two main characters help convey meanings throughout the entire film about the journeys that are undergone. Katsumoto, the last remaining leader of the Samurai and in particular Captain N...

Essay --

Angela’s Ashes was one of the most depressing books I’ve ever read, yet I managed to laugh and cry as I read about Frank McCourt’s childhood entangled in poverty. Frank McCourt managed to provide a captivating narration from a child’s point of view that is heartbreaking, vulgar at times, and humorous on his life of extreme poverty and dealing with his father’s alcoholic problems. This memoir took place during the Depression and World War II, but mainly in Ireland; a country that is revolved around the Catholic Church, high unemployment rates, extreme poverty, and the curse of the Irish: alcohol. Before proceeding, I would like to inform you that I will be discussing some things that might spoil the book, so proceed with caution. Frank was born in depression era New York, to an alcoholic father who spent most of his wages in the pub, and a mother that was disgraced but desperate to take care of her family. The family eventually moved back to Ireland in hopes of a better life, but things got worse. Frank and his family continuously struggled with famine and hunger as his father drift...

Inherit the Wind - Scene Analysis Essay -- Inherit the Wind Essays

Inherit the Wind - Scene Analysis The scene that introduces the audience to Matthew Harrison Brady, in Inherit the Wind, (Dir. Stanley Kramer. With Spencer Tracy, Frederic March, and Gene Kelly. MGM. 1960) uses dialogue, composition, camera work and music to develop Matthew Brady. Kramer reveals important information about the plot of the film in this scene. The scene opens with a bird's eye view shot of the town of Hillsboro, and focuses in on the movement of the parade below. The camera comes to rest on the convertible that transports Brady and his wife. The town of Hillsboro welcomes the well-known politician. He will serve the town by being the prosecutor in a trial about evolution, similar to that of the historical Scopes Trial. This scene, where we first meet Brady, reveals his strong character, and the role of savior that the town expects him to play. Through the development of Brady, Kramer also introduces us to the issues of religion and politics. Stanley Kramer, the director, introduces the audi ence to two key ideas in the very first shot of the scene. He does this through the use of background tools, like music and scenery. As the camera fades in from the previous scene, music begins to play, and a group of women sing a religious hymn, "Give me that old time religion." The extremely loud music continues for the duration of the parade. At first the audience doesn't know the source of the music, but as the parade comes to an end, the camera focuses on a group of militant looking women, who march and sing. This song draws the audience into the impending controversy over religion. It expresses the entire town's point of view on the issue. The audience can see that religion affects the soc... ...ene illustrates. Through the process of developing Brady's character, Kramer questions whether it is possible for religion to exist in politics. Brady can't balance the two, as his ultimate collapse illustrates. Kramer also points out the detrimental, oppressive affect that a small town can have on the truth. The narrow mindedness of the town enabled Brady to take control and prevent any alternative point of view to be considered. Is it possible for a small town to equally consider both sides of an argument? Brady appears to the town as a very strong self-assured man who believes in his ideas. At the climax of the film, Drummond places Brady on the stand, and questions his ideas. This serves as a major theme for the film and as a result it becomes necessary to have a strong development of Brady's character, so that the viewer can better understand his fall. Inherit the Wind - Scene Analysis Essay -- Inherit the Wind Essays Inherit the Wind - Scene Analysis The scene that introduces the audience to Matthew Harrison Brady, in Inherit the Wind, (Dir. Stanley Kramer. With Spencer Tracy, Frederic March, and Gene Kelly. MGM. 1960) uses dialogue, composition, camera work and music to develop Matthew Brady. Kramer reveals important information about the plot of the film in this scene. The scene opens with a bird's eye view shot of the town of Hillsboro, and focuses in on the movement of the parade below. The camera comes to rest on the convertible that transports Brady and his wife. The town of Hillsboro welcomes the well-known politician. He will serve the town by being the prosecutor in a trial about evolution, similar to that of the historical Scopes Trial. This scene, where we first meet Brady, reveals his strong character, and the role of savior that the town expects him to play. Through the development of Brady, Kramer also introduces us to the issues of religion and politics. Stanley Kramer, the director, introduces the audi ence to two key ideas in the very first shot of the scene. He does this through the use of background tools, like music and scenery. As the camera fades in from the previous scene, music begins to play, and a group of women sing a religious hymn, "Give me that old time religion." The extremely loud music continues for the duration of the parade. At first the audience doesn't know the source of the music, but as the parade comes to an end, the camera focuses on a group of militant looking women, who march and sing. This song draws the audience into the impending controversy over religion. It expresses the entire town's point of view on the issue. The audience can see that religion affects the soc... ...ene illustrates. Through the process of developing Brady's character, Kramer questions whether it is possible for religion to exist in politics. Brady can't balance the two, as his ultimate collapse illustrates. Kramer also points out the detrimental, oppressive affect that a small town can have on the truth. The narrow mindedness of the town enabled Brady to take control and prevent any alternative point of view to be considered. Is it possible for a small town to equally consider both sides of an argument? Brady appears to the town as a very strong self-assured man who believes in his ideas. At the climax of the film, Drummond places Brady on the stand, and questions his ideas. This serves as a major theme for the film and as a result it becomes necessary to have a strong development of Brady's character, so that the viewer can better understand his fall.

The Blue Sword CHAPTER ELEVEN

In the hollow where they met Murfoth they set up their first proper camp. The hunting-beasts all went out that night, and everyone, not just a few Riders, had good fresh meat for dinner. The king's zotar was put up, and it was obvious that it was the king's, for it was the biggest, but this one was plain, a dull dun color, and the door was just a tent flap, and inside there were a few carpets, and hooks on side poles for lanterns, but that was all; although the black-and-white banner still flew bravely from the peak of the roof. She and the king and Murfoth and most of the Riders – Innath and Mathin among them – slept within it; but she lay awake a long time listening to the others breathe. You didn't hear the person next to you breathing if there wasn't a ceiling over you to keep the noise closed in. She missed the stars. The next morning there was breakfast at a long table similar to the one where she had first met the Riders; they were all there again, with a few others of those who had joined them over the last few days. Corlath explained what was immediately ahead of them: how they would climb into the mountains again – the range was widest where the curve west was sharpest – to meet the high plateau where the Lake of Dreams lay, and where Luthe lived. Luthe? thought Harry. Most of the army would not climb all the way to the meeting-place, but fade into the forest in little groups and pretend to be invisible; for, so far at least, Corlath and the outriders believed they had not been sighted. Harry blinked and wondered if the morning mists that seemed to continue all day long every day as a kind of dull haze had after all been more than a curious local weather pattern. Luthe himself – Mathin told her this during an interval while the household folk brought in hot malak – had ways even Corlath did not understand of seeing things, and Corlath wished to see and speak to him. But Luthe never left his lands, and so it was necessary to seek him there. â€Å"Luthe claims that lowland air confuses him,† Mathin said, and shrugged the uneven Hill shrug. â€Å"It is not for us to know.† He picked up his cup. â€Å"Yes, but who is Luthe?† said Harry. Mathin regarded her with his inscrutable expression. â€Å"No one knows,† he said. â€Å"Luthe is †¦ someone who lives in the mountains, who sees things – things something like what some of us see when we taste the Meeldtar. He has been there a very long time. No one can remember when Luthe came, or when he has not lived on his mountain.† â€Å"And the Lake of Dreams?† Mathin stared into his cup. â€Å"There is a spring that runs into the Lake of Dreams, and it is where the Water of Sight is found; but sometimes the water from the spring is only water, and no one knows why; although it is believed that Luthe knows. Water drunk from the Lake of Dreams does not give the Sight, as the true Meeldtar does; but it is not quite like drinking †¦ water.† Harry sighed. Corlath explained briefly for the newcomers what the army was proposing to do. The Northerners must, perforce, choose the one wide pass in the mountains that led into the great central plain and then the bare desert of Damar, for it was the only gap large enough to accommodate an army's numbers. The gap was a bit west of the midpoint of the length of the mountains from the curve where the north-south mountains, the Ildik range, became the east-west Horfel Mountains. When the last of Corlath's little army had collected in the hollow at the elbow of the two ranges, they would ride as quickly as horseflesh would allow to the mouth of that pass, and prepare to engage the enemy among the empty villages and deserted fields of Damar. Then there was a silence, for all in the king's tent knew that Corlath's force could not win a victory from the Northerners; nor were they likely able to resist them to the point that the invaders would decide Damar wasn't worth the trouble and return home. The best the defenders could hope for, and this they did hope for, was to cause enough trouble and loss that the Northern army would not have the strength left to seize all of Damar in quite so tight and effective a grip as Thurra would wish; and that pockets of renegade Hillfolk might hide in the Hills, or under the kelar of the City. If they succeeded so much, the battle would be worth what it would cost them, for they would have preserved themselves a future. Harry swallowed uncomfortably. She heard, a little dizzily, what Corlath was saying about the foothills the mountain pass gave into, and where the army would stand; and she cast in her mind for her best memory of Damarian geography, for she had the unpleasant sensation that something was being ignored, something that shouldn't be. Corlath was saying that they would decide more exactly once they arrived, but he seemed to know every stone and clump of grass there, the exact location of every farmhouse, as did those who listened; no one fell so low as to seek recourse to a map. She frowned in concentration. She could almost see the Residency map of Dana; it was very poor at the eastern end; it barely admitted to the existence of the mountains where the king's City stood – the City itself was one of Jack Dedham's native legends – but about the west it was pretty accurate †¦ Ah! Corlath had fallen silent. Murfoth said something and there was another silence, and Harry put in, timidly but stubbornly: â€Å"Sola, what of the pass just northwest of the †¦ of the Outlander station? It is narrow, but not so narrow that the †¦ the Northerners could not send a line through to come up behind us.† Corlath frowned. â€Å"Let them take the Outlander city – it will keep them amused long enough to delay them, perhaps. Even the Outlanders will try to stop them when they are on the threshold.† There was a silence so rigid that Harry felt that speaking words into it was like chopping holes in a frozen lake. â€Å"They would do a better job trying to stop them if they were warned,† she said. Her words didn't make much of a hole; the ice thickened visibly. She didn't want to do anything so obvious as put her hand on her sword hilt; but she did press her elbow surreptitiously against it, and stiffened her spine. â€Å"They were warned,† said Corlath, and Harry raised her eyes to his and saw the golden tide rising in them; and wondered what that fruitless conversation in the Residency must have cost him. Yet he hadn't burned the Residency down with that golden glare of his, as she suspected he could have; and so she blinked at him now and said, â€Å"Colonel Dedham would listen to you. You did not know the Northerners were on the march †¦ then; you know for certain now. The pass is narrow; he could hold it for you indefinitely – but not if they have had time to come through and go where they will.† Her voice was rising with fear and perhaps anger: was there anything but stubborn pride, the offended majesty of the absolute ruler of his small land, working in Corlath, that he should waste a chance to gain a little more time? How little she knew him after all, and how little she knew Damar, she who could not visualize every yellow blade of korf before the great pass in the mountains. And yet she could see – did she not truly see? – the threat that this second, narrow pass presented; a threat that the king and the commander of the army was choosing to overlook. She did not understand; she was born of a different people and she understood different things. â€Å"No,† said Corlath; the word rang like an axe blow, and his eyes were as yellow as topazes. Harry stared back at him – you great bully – even knowing what he could do to her, even as the sweat broke out on her skin with the effort of holding his eyes. Her elbow clamped desperately on Gonturan, and the hard edge of the blue gem dug into her ribs and encouraged her. Then he snapped his gaze from her and pointed it at the tent flap and shouted, though he rarely shouted, and fresh malak was brought in and fruit with it. The ice began, nervously, to break up, and Harry glowered at her cup and refused to be drawn into conversation, and listened to her heart beating, and wondered if she were a traitor; and if so, to whom? The next morning thirty-five chosen horsemen, with Corlath at their head and Harry, still somewhat sulky, among them, started up the track to Luthe's holding. The rest of the army broke camp first, and melted into the scrub of the mountains' feet, taking the hunting-beasts and the pack horses with them. Corlath and the little band with him waited till last, watching them go, judging if their disappearance was effective; looking to see if there were any too obvious paths broken in the undergrowth. A few fleeks broke cover, but that was the only sign of their passage. Corlath and whoever else might have a weather talent must have been satisfied, and Harry watched, with a few cold fingers working their way up her spine in spite of the heat: for the loyal fog over them was blandly breaking up. The sky was blue and clear. A britti burst into song, and Harry raised her eyes to watch the little brown speck zigzagging madly overhead. Corlath sent his big bay forward, and thirty-four riders, and one obstinate hunting-cat, followed. Harry hung near the back. She had not slept the night before for thinking of the northwest pass and Jack Dedham; Dedham's face watching Corlath as he stormed out of the Residency; and Corlath's face as he said, â€Å"Let them take the Outlander city – it will keep them amused.† Surely there was a reason none of the Hillfolk thought that gap into Damar worth consideration? But if there was a reason, what was the reason? Perhaps this Luthe would show some sense. Perhaps his crystal ball or what-have-you would say, â€Å"Beware the northwest pass! Beware!† And then again maybe it wouldn't. So, Harry, what do you propose to do about it then? She didn't know. She concentrated on Sungold's ears, slender and pricked, framing the trail in front of her, and the dark grey haunches of Innath's horse going on before. The scrub gave way to trees, and the trees to greater trees, till they were walking in a forest heavy with age, where even the air tasted old. By the end of the afternoon all the riders were on foot, walking with their sweat-dark horses up a steep uneven incline. Harry was panting, but she tried to do it quietly. Corlath probably never breathed hard. Tsornin's nostrils showed red, but his ears were as alert as ever, and occasionally he would rub his nose gently against the nape of her neck, just in case she was momentarily not thinking about him. Narknon ranged beside them like a dappled shadow. The trees were so tall and grand that Harry, watching her, could believe that she was no bigger than a housecat; that when she came up to be petted, she would twine around Harry's ankles, and Harry would pick her up with one hand and put her on her shoulder. The trees were so high overhead that the twilight beneath them might have been sunset, but might only be leaf shade; and they were a silent company, for no one spoke and the footfalls were muted by leaves and moss. Harry allowed herself to wonder about the trail, as an alternative to her endless mental circles about northwest passes: that it stayed clear enough that no one had to duck under low-hanging branches, or fight a way through an encroaching bush, but so little used that the moss underfoot was thick and smooth. And still smooth after thirty horses and thirty human pedestrians have tramped over it, the thirty-first pedestrian thought, scuffing it curiously with one foot. Sturdy moss. Maybe Luthe is a botanist in his spare time. By nightfall Harry was still walking only by dint of holding a large handful of Sungold's mane in one hand. She had tried resting an arm across his back, but his back was too high for comfort; and her sweaty hand kept sliding through his fine hair. Even his head was hanging a little low, and Harry knew she was still in company only by the soft creaking of other saddles and the occasional flicker in the gloom immediately ahead that was Innath's horse flipping its tail. As she walked her eyes closed and the colors of exhaustion twinkled across her eyelids. Then to her dismay they began to sort themselves out into patterns, but she was too tired even to open her eyes and disperse them. She saw a red-haired rider on a white horse. The horse was old, white with age, the bones of its face very clear and fine; she thought it went just a bit short with its right hind foot, but its neck was arched and its tail high. The rider's shoulders were set grimly, the legs against the horse's sides were determined, not eager. There was a smoky redness to the horizon beyond them, scarlet that did not look like dawn or sunset; they were going toward it, and the light flashed off a chain around the rider's neck and the helm tied to the saddle, and the rider's hair, and the horse's flanks. Harry wondered where they were going, where they had come from. The countryside could have been Damar. It could have been almost anywhere. She realized there was light shining through her eyelids; it was setting the white horse on fire. The horse broke into a canter, a shining glistening wave of motion †¦ Harry dizzily opened her eyes. They were approaching a clearing set with torches; she could see Corlath halted, talking to a man as tall as he was, but narrower; the man's hair was yellow. Innath broke into the lighted circle, and Harry came after, trying not to stumble, too tired even to take her hand out of Sungold's mane for pride's sake. She looked around a little, and the faces she could see near her were haggard and drooping. Perversely, this gave her strength; she dropped her hand and straightened her shoulders. Sungold turned his head to rest his chin on her shoulder. â€Å"Who's reassuring whom here?† she murmured, and Narknon immediately sat on Harry's feet and bumped her hand with her head as if to say, I am. Someone knew the way, for while Corlath finished speaking with the yellow-haired man the rest of the Riders were following someone else to †¦ someplace to lie down, Harry wished fervently. She stole a glance at Corlath as she passed him, and was comforted by the hollows under his eyes and cheekbones. It might have been only the torchlight. When Harry woke up the sun was high, and for a minute she had no idea where she was. Her first thought was that she had missed breakfast and her father would tease her about burning midnight oil. Then she remembered, with the old lurch of the heart, that she was in Daria with Richard – no, Damar, with Sungold, and Narknon, who sprawled across her feet. And Corlath, and Gonturan. Her hand had rested lightly on her sword hilt again as she slept, and through the first upheaval of waking; now her fingers recognized what they touched. She shivered, sighed, sat up. She was in a long narrow hall with a dozen or so low beds in it; high overhead, narrow but close-spaced windows let in a flood of sunlight. She only dimly remembered coming here, having seen Tsornin stabled and unsaddled and happy with a manger of grain and a heap of hay; and falling into her bed, asleep before she touched it. Most of the other beds in the room were still occupied. The hall was built of large blocks of undressed grey-and-white stone; the same sort of stone, she thought, as much of Corlath's City. The room was cool, but it smelled clean and sharp, like young leaves. There were doors at each of the narrow ends of the room, and as she stood at the foot of the bed she could look through either of them. The flagstones were cold underfoot. She sat back down on the edge of the bed – It's even a real bed, she thought – and regarded her pillow a moment. Then she sighed regretfully and pulled on her boots. Narknon opened one eye and closed it again. The rooms on each side looked much like the one she was in, and full of still-sleeping bodies rolled in dark blankets. There was another door midway in the wall opposite the windows. This she went through. Here was a vast hall, taller than the ancient trees of the forest she had just walked wearily through, with windows cut at the very heads of the walls to open above the lower roofs of the sleeping corridors. At one end of this space was a fireplace that in any room less immense would have been itself enormous; here it looked insignificant. There were several massive wooden chairs before it, and a long trestle table beyond these; the rest of the chamber was empty. Opposite the fireplace wall were doors, thrown open to admit sunlight and birdsong and the rustle of leaves. She looked up at the ceiling. Curiously, there was no sense of oppression built by the stone and space; rather there was peacefulness, the quiet of repose. Contented simply to be less tired than she had been the night before, she stood a moment, drinking in the sense of relaxation. For the first time since the confrontation with Corlath, the thought of the northwest pass left her freely, without her straining to push it aside; even the knowledge of the coming war, of her part in her first battle, did not trouble her at present. Of the latter she did know it would trouble her later – soon; but she would attend to it later. For now she smiled. Her mouth felt stiff. She brought her gaze down from the ceiling and directed it again toward the fireplace. Sleep and peace were all very well, but she smelled food, and she was hungry. The man with yellow hair who had stood talking with Corlath the night before was sitting in one of the great wooden chairs; she did not notice him till she was quite near. Her footfalls dropped gently to silence; no sullen echoes ran up the walls to disturb the birdcalls. She stopped. There was a tiny fire, barely two hands' breadth, burning at the front of the cavern of the hearth. Over it hung a large silver pot on a chain, and on a stool nearby were a stack of deep silver bowls, and a heap of shining silver spoons. â€Å"Breakfast,† said the man with yellow hair. â€Å"I've had mine; eat as much as you like. I flatter myself it's quite good, although I admit I'm not much accustomed to cooking for so many, and one begins to lose count of how many potatoes one has already put in after the first armful.† She sat down with her bowl, feeling that formal introductions were not wanted and that he would be amused if she tried to be conventionally polite; and she was so hungry. As she sat, he brought up a leather bag from the far side of his chair and poured into a flagon discovered at his feet. He handed it to her: â€Å"Goat's milk,† he said. There were brown flecks of spices floating in it. She smiled, not so stiffly this time. She looked at him as she ate; and while she was sure he knew she watched him, he kept his eyes on the small leaps and dance steps of the flame beneath the pot, as if letting her look her fill was a courtesy he did her along with filling her belly. He was tall, she knew; sitting, he looked even taller, for he was so slender. His arms were spread wide from his sides to rest on the is of the chair; but his long fingers reached well over the curled fronts of the armrests, and his knees were several inches beyond long seat of the chair. He wore a dark green tunic, and a brown shirt beneath it, with long full sleeves gathered at the wrists with gold ribbons. He wore tall pale boots that reached just above his knees, where the tunic fell over them. The tunic was slit up the side to his waist, and the leggings beneath it were the gold of the ribbons. He wore no sash; rather a narrow band of dark blue cloth made a cross over his breast, and wrapped once thinly about his waist. The ends of it were tassels, midnight blue shot with gold. A huge dark red stone hung on a chain around his neck. His face was thoughtful as he stared at the fire. His nose was long and straight and his lips thin; his eyes were heavy-lidded and blue. His hair was curly as well as bright gold, and it grew low over his collar and ears although he was clean-shaven. He should look young, Harry thought. But he did not. Neither did he look old. He turned to her as she set down her bowl and cup, and smiled. â€Å"Well? Did I know when to stop adding potatoes?† Hill potatoes were golden and far more flavorful than the pale Homelander variety that Harry had eaten obediently but without enthusiasm when she was a child, and here they blended most satisfactorily with the delicate white fish that was the basis of the I stew. It was the first time she had eaten fresh fish since she had left her Homeland, where she had often brought supper home after a few hours beside a pool or stream on her father's estate; and she was pleased, now, to notice that remembering this fact caused no nervous ripples of emotion about her past or her future. â€Å"Yes,† she said peacefully. Their eyes met, and he asked, as though he were an old friend or her father, â€Å"Are you happy?† She thought about it, her gaze drifting away from his and coming to rest on the tip of Gonturan, as she leaned against her sol's chair; for she had, without thinking about it one way or another, slung Gonturan around her as soon as she stood up from her bed. â€Å"No, not precisely,† she said. â€Å"But I don't believe I wish to complain of unhappiness.† She paused a minute, looking at the thoughts that had been with her constantly for the weeks since she had left her old life as a bundle across Fireheart's withers. â€Å"It is that I cannot see what I am doing or why, and it is unsettling always to live only in the moment as it passes. Oh, I know – one never sees ahead or behind. But I see even less. It is like being blindfolded when everyone else in the room is not. No one can see outside the room – but everyone else can see the room. I would like to take my blindfold off.† The man smiled. â€Å"It is a reasonable wish. No one lives more than a few moments either way – even those fortunate or unfortunate ones who can see how the future will be cast; and perhaps they feel the minute's passing the most acutely. But it is comforting to have some sense of †¦ the probability of choices, perhaps?† â€Å"Yes,† she sighed, and tapped a finger on Gonturan's hilt, and thought of the red-haired rider on the white horse. He had looked as though he knew where he was going, although she had to admit that he had also looked as if the knowledge gave him no joy. â€Å"Not he,† said the man with yellow hair. â€Å"The Lady Aerin. You should begin to recognize her, you know; you have seen her often enough.† She blinked at him. â€Å"You carry her sword, and ride to a fate not entirely of your own choosing. It is not surprising that she in some manner chooses to ride with you. She knew much of fate.† Not surprising. It continued to surprise her. She would prefer that it surprise her, in fact. She permitted herself – just briefly – to think about her Homeland, with the wide grassy low hills and blue rivers, when the only sword she knew was her father's dress sword, which was not sharp and which she was forbidden to touch; and where the only sand was at the seaside. She rediscovered herself staring at a silver pot over a tiny fire. â€Å"I'm afraid I can't comfort you very much with predictions; it is pleasant when I can comfort anyone with predictions, and I always enjoy it as much as possible because it doesn't happen too often. But I can tell you even less than I can usually tell anyone, and it hurts my pride.† His hand closed around the dark stone at his neck; it glowed through his fingers like fire. She looked at him, startled. â€Å"You have already begun to see the hardness of the choices that you will soon be forced to make; and the choosing will not be any easier for your not knowing why you must choose.† His voice took on a singsong quality, the red light of the stone pulsed like a heart, and the heavy eyelids almost closed. â€Å"Take strength from your own purpose, for you will know what you must do, if you let yourself; trust your horse and the cat that follows you, for there are none better than they, and they love you; and trust your sword, for she holds the strength of centuries and she hates what you are learning to hate. And trust the Lady Aerin, who visits you for your reassurance, whether you believe it at present or not; and trust your friendships. Friends you will have need of, for in you two worlds meet. There is no one on both sides with you, so you must learn to take your own counsel; and not to fear what is strange, if you know it also to be true.† He opened his eyes. â€Å"It is not an enviable position, being a bridge, especially a bridge with visions. I should know.† â€Å"You're Luthe, of course,† she said. â€Å"Of course. I told Corlath in particular to bring you – although he has always brought his Riders if he brings anyone. And I knew you had been made a Rider. I don't ask for anyone often; you should be pleased.† â€Å"I can see the two worlds I am between,† she said, unheeding, â€Å"although why the second one chose to rise up and snatch me I still don't understand – â€Å" â€Å"Ask Colonel Dedham the next time you see him,† Luthe put in. â€Å"The next – ? But – † she said, bewildered, and thrown off her thought. â€Å"You were about to ask me a question important to you, for you were trying to put your thoughts in order, when I interrupted you,† said Luthe mildly, â€Å"although I won't be able to answer it. I told you I am not often comforting.† â€Å"What are your two worlds?† she said, almost obliterating the question as she continued: â€Å"But if you can't answer it, why should I ask? Can you hear everything I'm thinking?† â€Å"No,† he replied. â€Å"Only those arrow-like thoughts that come flying out with particular violence. You have a better organized mind than most. Most people are distressing to talk to because they have no control over their thinking at all, and it is a constant barrage, like being attacked by a tangle of thornbushes, or having a large litter of kittens walking up your legs, hooking in their claws at every step. It's perhaps also an effective preventative to having one's mind read, for who can identify the individual thorn?† Harry laughed involuntarily. â€Å"Innath said you lived where you do, high up and away from everything, because lowland air clouds your mind.† â€Å"True enough. It is a little embarrassing to be forced to play the enigmatic oracle in the mountain fastness, but I have found it necessary. â€Å"Corlath, for example, when he has something on his mind, can knock me down with it at arm's length. He's often asked me to come stay in his prison that he calls a city, saying that I might like it as it is made of the same stone as this – † He gestured upward. â€Å"No thank you.† He smiled. â€Å"He does not love the stone walls of his city, and so he does not understand why I do love my walls; to him they look the same. But he knows me better than to press it, or to be offended.† â€Å"If it is only within arm's length you find Corlath overwhelming, I have no sympathy for you,† Harry said ruefully, and he laughed. â€Å"We soothsayers have other means of resistance,† he said, â€Å"But I shall be sure to tell him you said so.† She sobered. â€Å"I'd rather you didn't, if you don't mind. I'm afraid we're – we're not on the best of terms just now.† Luthe drummed his fingers on the wooden armrest. â€Å"Yes, I did rather suspect that, and I'm sorry for it, for you need each other.† He drummed some more. â€Å"Or at any rate he needs you, and you could do a lot worse than to believe in him.† Luthe rubbed his forehead. â€Å"But I will grant you that he is a stubborn man at times.† He was silent a moment. â€Å"Aerin was a little like that; but she was also a little like you †¦ Aerin was very dear to me.† He smiled faintly. â€Å"Teachers are always vain of the students who go on to do great things.† â€Å"Aerin?† said Harry. â€Å"Aerin? Lady Aerin of this sword?† – and she banged the hilt of Gonturan. â€Å"Yes,† said Luthe gently. â€Å"The same red-haired Aerin who troubles you with visions. You asked me about my two worlds: you could say that they are the past and the present.† After a long cold moment Harry said, â€Å"Why did you ask Corlath to bring me here?† â€Å"I told you that, surely. Because I knew he needed you; and I wanted to find out if you were the sort of vessel that cracks easily.† Harry took a deep breath. â€Å"And am I?† â€Å"I think you will do very well.† He smiled. â€Å"And that is a much more straightforward answer than anyone consulting an oracle has a right to expect. I shall stop feeling guilty about you.† Corlath and his Riders spent two days in Luthe's hall; the horses grazed in a broad meadow, the only wide stretch of sunlit green within a day's journey of the tree-filled valley where Luthe made his home. Harry found Sungold tearing across the field, head up and tail a banner, on the first morning, the toilsome way up the mountain apparently forgotten. He galloped over to where Harry leaned on the frame of the open stable, where a few of the horses still lingered inside, musing over their hay. â€Å"You make me tired,† said Harry absently, thinking of her conversation with Luthe. â€Å"You should be recuperating, not bounding around like a wild foal.† Tsornin thrust his nose under her chin, unrepentant. â€Å"You realize we will have to do the whole thing again shortly? And then go on – and on and on? You should be harboring your strength.† Sungold nibbled her hair. The other Riders and the fifteen other horsemen slowly seeped out of the tall stone house. Harry tried to decide, watching them, if any had had bewildering conversations with their host; but she couldn't guess, and it did not seem the sort of thing one might ask. They all looked only semi-awake, as if the journey so far – this was the first real halt since they left the City – combined with the sweet peacefulness of Luthe's domain prevented the lot of saddle-hardened warriors from feeling anything but pleasantly drowsy. They smiled at one another and leaned on their swords, and even tended their precious horses nonchalantly, as though they knew that the horses did not need them here. Narknon, so far as Harry could tell, never moved from her bed; she merely stretched out when Harry left it, and reluctantly permitted herself to be shoved to one side when Harry re-entered. Harry, although she felt the same gentle air around her, was surprised; whatever it was, it had less effect on her. Corlath himself strode around in his usual high-energy fashion; if any sense of ease was trying to settle on him, it was having a hard time of it, for he was no different than he ever was, although he did not seem surprised at the condition of his followers. Harry stayed out of his way, and if he noticed this, he gave no sign. Mostly he spoke to Luthe – Harry saw with interest, on the occasions she saw them together, that Corlath seemed to do far more talking than his companion – or muttered to himself. The mutter-ings couldn't have been pleasant, for he was often scowling. The two days were fine and clear; warm enough during the day to make bathing in the pool at the edge of the horses' meadow pleasant, cool enough at night to make the blankets on the beds in the sleeping-chambers of comfort. The torches that formed a ring outside the front gates of the hall were not lit again; Luthe was willing to welcome his guests, but did not deem further illumination necessary. On the second afternoon Harry followed the stream that spilled out of the bathing-pool, and after a certain amount of fighting with curling branches and tripping over hidden hummocks she burst out of the undergrowth to a still silver beach bordering a wide lake. The Lake of Dreams. The stream stopped its chattering as it left the edge of the woods, and slid silently over the silver sand and slipped into the waters of the lake. Harry went to the edge of it and sat down, looking at the water. There was a step at her side; she looked up and it was Luthe. â€Å"There is a path,† he said. â€Å"You should have asked.† He bent down and detached a twig from her hair, and another from the back of her tunic. Then he sat down beside her. â€Å"I will show you the way to return.† â€Å"Do you live here alone?† Harry said, extracting a leaf from the neck of her undershift. â€Å"No,† he replied, â€Å"but my housemates are even shyer than I am, and have a tendency to retreat into the undergrowth when visitors are anticipated. There are quite a number of visitors, now and again.† â€Å"The oracle is a popular one,† said Harry, smiling. Luthe smiled back, but sidelong. â€Å"Yes; I think it may be private dismay that sends my companions away at such times; they have something of kelar and the Sight themselves.† He did not seem disposed to go on, so Harry said: â€Å"Does everyone who comes here behave as though they're half asleep?† â€Å"No again; I and my friends are generally quite sharp. But yes, most visitors find it a sleepy sort of place – a reputation I, um, encourage, as it makes their thoughts sleepy too, and thus easier to dodge.† Harry said, â€Å"Encourage?† Luthe said, â€Å"You are not a sleepy one, are you? The source of the Meeldtar taints all the water here; and the air that passes over the Lake of Dreams carries something of sleepiness with it. Only those bearing much kelar of their own do not find that faintest touch of the Water of Sight a little drowsy. Like you. And Corlath.† Harry, at that, caught a thought just as it was streaking out, and stuffed it back behind her eyes. â€Å"Very good,† said Luthe. â€Å"I thought you might prove apt. I didn't catch a glimpse of that one.† Harry smiled faintly. â€Å"I suspect, however, that it might make you more comfortable to ask me it nonetheless,† Luthe said, looking into her face; but she turned away. â€Å"Corlath, eh?† Luthe said gently. Harry shook her head, not denying it, but as though she could shake herself free of her anxieties; but Luthe said no more. At last she stood up, gazing across the lake; she could not see its farther shore. â€Å"It is so large,† she said. Luthe rose to stand beside her. â€Å"No, not so large,† he said, â€Å"but it is a private sort of lake, and hard to see. Even for me.† He was quiet a moment, looking across the water. â€Å"I think perhaps the reason I stay in this particular uninhabited valley of all the uninhabited valleys in the Hills is that it comforts me by reminding me of things I cannot do. I cannot see the farther shore of the Lake of Dreams.† He turned away. â€Å"Come; I will show you the path. Unless you prefer fighting your way through the poor trees, which are accustomed to being undisturbed.†