The Wife Of Bath s Prologue By Geoffrey Chaucer - 1694 Words

During the Middle Ages men were on top of the world in every aspect of life. They were kings, rulers, knights, and heroes and every woman would gladly forfeit her will for whatever they wanted, at least this was the socially accepted norm. Quite often, however, this was not the case as seen in the â€Å"Wife of Bath’s Prologue† written by Geoffrey Chaucer. The Wife of Bath was an unconventional woman who acted like the men of the age in multiple ways. The male pilgrims in Chaucer’s The Canterbury Tales were uncomfortable with her behavior because she was manlier than they were. The prologue begins with the wife, Alys, immediately stepping out of line and asserting herself as an expert on a subject matter. She states, â€Å"Experience, though noon auctoritee/ Were in this world, is right ynough for me† (1-2) Women at the time were not supposed to have knowledge over any subject, save looking pretty, and the fact that Alys not only knew about how marriage, b ut had experience in it scared the men. In addition to this, she admitted that the experience that she had in marriage was not sufficient evidence for having knowledge of a subject for most of the world and declared that it was enough for her. The authority to control knowledge, both from declaring it worthy to be used in an argument and having it in the first place, is something that was exclusively for men. The wife accomplished both in the opening two lines of her prologue. In order to further her command of knowledge, she showsShow MoreRelatedThe Wife Of Bath s Prologue By Geoffrey Chaucer1324 Words   |  6 Pagesnoteworthy difference in reference to other works. The first literary work that will be examined is The Wife of Bath’s Prologue, written by Geoffrey Chaucer. Throughout this work it is clear that the focus is that of the plight of a woman. The Prologue begins with the story of a woman whose name we later find out is Alisoun, before that however, she is simply referred to as the Wife. When Chaucer was planning out this particular character, he â€Å"drew upon a centuries old tradition of misogynist writingRead MoreChaucers The Canterbury Tales1381 Words   |  6 PagesThe Canterbury Tales serves as a moral manual in the Middle Ages. In the tales, Geoffrey Chaucer portrays the problems of the society. For instance, Chaucer uses the monk and the friar in comparison to the parson to show what the ecclesiastical class are doing versus what they are supposed to be doing. In other words, it is to make people be aware of these problems. It can be inferred that the author’s main goal is for this literary work to serve as a me ssage to the people along with changing theRead MoreThe Wife Of Bath s Prologue1134 Words   |  5 PagesThe Wife of Bath uses bible verses in â€Å"The Wife of Bath’s Prologue.† Further, she employs the verses as an outline of her life to find reason in God to justify her actions. Nevertheless, the purpose of the verses differs within each stanza of the poem. The Wife of Bath is a sexually promiscuous, lustful, and manipulative woman. She marries men one after the other as they get older and die. In order to combat and overthrow the speculation and criticism being thrust upon her by societal norms becauseRead MoreThe Wife Of Bath, By Geoffrey Chaucer1251 Words   |  6 PagesThe Wife of Bath, emphasizing â€Å"The Prologue of the Wife of Bath’s Tale† and the â€Å"The Prologue† in Geoffrey Chaucer s Canterbury Tales, is an example of the Middle English concept that male authors reflect misogynistic ideals of society onto female characters.With t he Wife of Bath, she is a fictional character, as told by Chaucer, going on a Pilgrimage, with constant ridicule for her sexuality and multiple marriages. Chaucer portrays her as a previously battered wife who uses her sexual promiscuityRead MoreThe Wife Of Bath s Prologue And Tale2067 Words   |  9 Pagesâ€Å"The Wife of Bath’s Prologue† and â€Å"The Wife of Bath’s Tale† by Geoffrey Chaucer functions as a way to both satirize and represent female equality. In particular, The Wife of Bath challenges the stereotypes of what may appear to be â€Å"normal† treatment of women during this time period (TheBestNotes.com). She identifies the distinctions between â€Å"traditional† gender roles and relates them to passages from the bible, which are then taken out of context. These passages are meant to justify The Wife of Bath’sRead MoreThe Wife Of Bath s Prologue And Tale990 Words   |  4 PagesThe Wife of Bath s Prologue and Tale is ab out female empowerment it shows strong protagonists. I believe Geoffrey Chaucer used The Wife of Bath’s Tale to advocate for feminism. Chaucer used a strong female character to expose female stereotypes. It was an oppressive time for women in male-dominated society. During the Middle Ages, Chaucer wrote from a woman’s point of view something that was not normal at that time. He set his feminist ideals through the characters of the Wife of Bath and the oldRead MoreGeoffrey Chaucer View and Change on Judgement968 Words   |  4 Pagesthis judgment process, we also form certain opinions towards that person or an organization. Geoffrey Chaucer is one of these people, but he actually did something about it. He had problems with some social aspects during the 1300s which included the church, gender differences, and hypocrisy. He wrote about these problems in a set of tales widely known as The Canterbury Tales. The first is The General Prologue which describes a pilgrimage to Canterbury that many people endure, but on this specific journeyRead MoreWho Was Geoffrey Chaucer?888 Words   |  4 PagesWho was Geoffrey Chaucer? One of the most unique poets of during the Middle Ages was Geoffrey Chaucer. He was born in London sometime between 1340 and 1344. His parents were John Chaucer and Agnes Copton. John Chaucer was an affluent wine merchant and deputy to the king’s butler. Geoffrey held several opportunities early in his life serving as a noblewoman’s page, a courtier, a diplomat, a civil servant, and a collector of scrap metal. He was given theses oppurtunities because of who his father wasRead MoreGeoffrey Chaucer s Impact On Literature1231 Words   |  5 PagesGeoffrey Chaucer’s Impact on Literature: English poet Geoffrey Chaucer is acclaimed to be one of the best and most influential poets in history. Geoffrey Chaucer wrote several famous literary works in what is called middle English. Geoffrey Chaucer was born in 1340 in London, England. Over the course of Chaucer’s life, he entered and exited several different social classes. He began to write his most known pieces when he became a public servant to Countess Elizabeth of Ulster in 1357. He diedRead More Canterbury Tales Essay - Marriage and the Role of Women in the Wife of Bath’s Prologue1384 Words   |  6 Pagesof Women in the Wife of Bath’s Prologue  Ã‚   The Canterbury Tales, begun in 1387 by Geoffrey Chaucer, are written in heroic couplets iambic pentameters, and consist of a series of twenty-four linked tales told by a group of superbly characterized pilgrims ranging from Knight to Plowman. The characters meet at an Inn, in London, before journeying to the shrine of St Thomas a Becket at Canterbury. The Wife of Bath is one of these characters. She bases both her tale and her prologue on marriage and

Critical Analysis of Yeats free essay sample

This poem, written on the 17th September 1913, is a very political poem (compared to some of his other poems such as ‘The Stolen Child’), and main expresses Yeats’ views on how more materialistic Ireland had become over time. it was written at the same time that there was a general strike which began to threaten work forces, so this period inspired him to write this. He felt that people had started caring a lot more about them-selves and about money and less willing to do what is right for the citizens of Ireland, as the workers have decided to ‘unionize’, for which he is almost ashamed of, as they’ve almost lost their independence. The opening stanza to this poem, with the use of direct address by using ‘you’, is aimed at the shop-keeping/middle class workers. ‘Fumble[ing] in a greasy till’. This description of a worker, using a cash-till, presents them as a rather grubby being. This sentence is very similar to the phrase ‘to grease someone’s palm, which suggests underhand dealing, meaning their motives are less than good and with lives eager for any money and full of greed. It’s almost as if Yeats is saying ‘do you really want to be living like this, being obsessed with money? Yeats is disgusted, it seems, that people have become so money absorbed due to the industrialization of Ireland, ‘adding the halfpence to the pence’, this shows how people now take account of every penny being used. It could also mean that they have all this money coming in, but none is going out to the people, who actually need it, which Yeats finds immoral. Money has overtaken the importance of things that Irish people used to really believe in, like religion, ’money comes before prayer’. Religion used to be a focal part of lifestyle in Ireland, but money has become considerable more valuable than praying, as praying has just become an everyday thing that is felt to be compulsory- but the true meaning of religion has lost it’s meaning. This line suggest that praying is only an investment for the future, in the sense that if they don’t do it, they won’t be blessed after death, so they only pray to (selfishly) save their own souls. This seems that there is still a faint belief in religion, but everyone has been forced into a more political viewpoint so has become less of a necessity. Yeats feels that everything has had previously been associated with Ireland, has been lost due to the development of the country. ‘You have dried the marrow from the bone’. The marrow represents all the goodness, spirit, romance, art, patriotism, heroism and that is has been taken away from the bone/core of Ireland. This is also shown in the following lines ‘for men were born to pray and save: Romantic Ireland’s dead and gone’- this shows how men were meant to live but instead and that was Yeats’ dream world but instead has turned out so differently. Yeats also tried to convey, that along with the romantic Ireland being ‘dead and gone’, so have great men, like his idol- O’Leary, who is mentioned in the last sentence of the first stanza. O’Leary was a past hero and this second stanza represents sacrifice. ‘Yet they were of a different kind’, this differentiates the people of Ireland now, who just ‘go with the flow’ and have the same beliefs as everyone else, rather than stand up for what they believe in like the men mentioned the stanzas to follow. Yeats is trying to get a message across to the reader about these people lost their lives to try and save Ireland and how people just take this for granted and forgotten about how important they were, and Yeats is trying to bring meaning back to their lost lives. The people of Ireland grew up learning about the stories of these lost hero’s (‘the names that stilled your childish play’) and now all of a sudden that this revolutionary change has taken place, the question that Yeats seems to try and ask the reader whether they have just forgotten about these brave people and only care about yourself? There is a reference to death, ‘for whom the hangman’s rope was spun’, this shows how far men were prepared to go stand up for what they believed in even if it meant paying with their lives. Irish people were brought up to admire the, but now they’re only interested in materialism which Yeats feels deeply sad at this prospect- has everything the activists did, been in vain? Stanza three is about particular individuals who fought for Ireland and remind people what they did for the country. 691 Penal Laws restricted movement of Catholics meaning they couldn’t leave the country but the term ‘wild geese’ is used to represent the soldiers that fought in Europe despite this law. It is also a metaphor for the soldiers quite literally ‘flying off’; to do what they thought was right. This suggests a sense of freedom and togetherness. ‘For this that all that blood was shed’, this line is trying to emphasis the passion the se people had for Ireland as they fought for their beliefs until death but still doesn’t justify for their deaths. The last stanza four, gets the reader to think of the past sacrifices, to what’s happening in the present day. It makes you think about all the exiles, that were banished form their homes. ‘And call all those exiles as they were, in all their loneliness and pain’. I find this line very moving as you think about how they prepared they were to up give up everything in their life, without a doubt, to stand up for what they thought was right, which I admire very much, as many had to leave their family behind, or had no family at all and lead a life full of being chased and hunted down by police. Yeats also emphasizes how little people now care for these men, in this line, ‘you’d cry, ‘some woman’s yellow hair, has maddened every mother’s son’. These heroes mean nothing to the people anymore, and would care more over a drunken fight in a bar. ‘They weighed so lightly what they gave. ’ I interpret this as the men giving everything, but thinking nothing of it- it was just something they had to do, like an instinctive reaction. This could also translate to being weighing money to get value, but these men gave everything they had, for nothing. The beginning of the poem started out angrily, as if Yeats is having a go at the people of Ireland, but these last lines almost seem that Yeats has given up trying to dignify the lives that were lost by the brave men in this poem, so the sentence that has been repeated in the three previous stanzas has changed from ‘romantic Ireland’s dead and gone, it’s with O’Leary in the grave’, to ‘but let them be they’re dead and gone, they’re with O’Leary in the grave’, this signifies that Ireland isn’t going to change back to how it used to be, and Yeats just has to accept this even though he doesn’t believe the way Ireland has changed, is for the better.

A Tale of Two Forces free essay sample

Greed and Jealousy versus Love and Justice The human condition is not in any way, shape or form perfect. In fact, man is prone to both greed and Jealousy. But when man is overwhelmed by these, he is blind to the beauty of the divine love and Justice received by all. This point is emphasized In Peter Shaffer Amadeus. Antonio Saltier prays as an adolescent for just one thing: fame. HIS quest for fame becomes the central goal In his life. However, his Insatiable greed for musical fame leads to Jealousy of his colleague, Amadeus Mozart.This pattern of moral destruction continues as Saltier turns against his god, lamming that God had become his enemy when He picked Mozart over him. Saltier is the proof that when greed and jealousy become the main influences on a mans life, he is no longer able to see the beauty in divine love and Justice. We will write a custom essay sample on A Tale of Two Forces or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page This drama is one of character. There are really only two dynamic characters in the whole novel. First, Saltier, the protagonist. Sealers wanted fame from a young age. At 16, he prayed to God that he would be virtuous and evangelical If only God would grant him fame (Shaffer 8).At first it appears that his prayer has been answered: he goes to study music in Vienna, and eventually becomes court composer for Emperor Joseph II. Mozart arrival in Vienna and his extreme talent turns Saltier a lovely shade of green. He becomes obsessively jealous of Mozart, leading to a volatile and harassed state. Saltier makes It his lifes goal to destroy Mozart If not to kill his body, to kill his social status and reputation. This to spite the god that was merciless, who supplied so little in terms of blessings.Callers determination to spite God through the thorough destruction of Mozart career and eventually mental health is what dads to his ultimate demise: a suicide attempt, and the proclamation that he is the [p]tarot [s]mint of [m]discretion (Shaffer 95). Amadeus Mozart, the plays title character, is ironically the antagonist of the story. This conjures Ideas that Mozart was purposefully evil, that he strives to cause harm to Sealers. But Mozart never actually did anything to make Sealers his enemy.Mozart extraordinary musical ablest Is what causes sealers to hate Mozart. It Is the Idea that God granted him, the Creature, with these capabilities, and left Saltier to mediocrity. Some would argue that Mozart is a Christ figure. This is indicated by his name, which means love of God and it has been discussed that his glorious music is Gods love for human beings made manifest (Fulbright, CTD. In Robbins Mozart). In this way, he Is a fool to Saltier. Where Mozart has been blessed, Saltier feels cursed.It is what they both do with their situations that makes them so different. Sealers chooses to make God his enemy, and vows to destroy Mozart, while Mozart just continues with his life, amplifying the ridiculous tantrum Saltier throws against God. The wrath of Saltier was never incurred by Mozart himself, ironically, it was Gods grace on Mozart hat stirred the vengeful feelings inside Saltier. In Amadeus, there are many biblical allusions. The first, and most obvious, is the terms of Gods love. However, he soon discovers that his bargain with God was only one-sided. The talent he bargained for was never truly bestowed upon him. Unlike Saltier, Mozart was extremely talented, and though he didnt realize it, he was more of an evangelist than he thought. He didnt necessarily preach the gospel, but through his music, he discovered and praised God. This infuriates Saltier, and he begins to think of murder. His hunger for the approval of God and the new of Mozart because f it spawns a Cain-like reaction. Saltier manages to kill Mozart reputation and sanity, and claims to have taken his life.This is proof that Gods divine love and lustier is not something to question. Galleries human nature, his greed, his Jealousy, blinded him to this. He couldnt help but ask, Why not me? and it brought him to his bitter end. Yet another biblical allusion is Saltier as Satan. Dennis A. Klein states that Saltier is a literary echo of Satan in Isaiah 14:[13]-15 (CTD. In Achaeans 45). These three Jerseys are the struggle of Saltier. Saltier [says in his] heart that he will become the retreat composer of all time, and he will then give Him his life.Galleries mistake was this: in trying to become so great, he made his quest to achieve personal greatness rather than praising God. This caused him to be brought down to the realm of the dead, to the depths of the pit (Holy Bible, Isaiah 14. 12-15) in scene nineteen when he cuts his throat. Amadeus is told in a relatively typical dramatic fashion. Antonio Saltier narrates as himself in 1823. The story of his rivalry with Mozart is told as a flashback, so the audience knows what Saltier remembers, and also what he reflects on.However, the audience is not Just watching the action, but they are invited into it through many asides and the occasional 2nd person narrative. Realistically, Galleries account would be told to another person, but instead, he presents the story directly to the audience, and even includes them in some of the dialogue (Mains 25). In Galleries opening monologue, Saltier addresses the audience as the Ghosts of the Future and asks that they be [his] confessors (Shaffer 5). The audience must now form their own conclusions and Judge Saltier based on what they decide, and not what has been told to them. In this way, they can see that Galleries greed and Jealousy have become the main influences on his life, so much so that he can no longer see the beauty in divine love and Justice. Most of this play is set in the decade of 1781-1791, when Saltier was court composer. Scenes mostly take place in extravagant libraries, gilded opera houses, palaces or great homes, or in Mozart or Galleries apartment. The setting is symbolic of Mozart himself. The more grand, austere settings stand for what Mozart is not.He is grand, yes, but he is immature, and not exactly a functioning citizen in the adult Nor he has been a part of for so long. However, places such as Mozart apartment, or the many luxurious libraries he is in are a perfect representation of Mozart: fanciful yet deliberate. On stage, the actual changing of the sets is also supposed to represent Mozart. According to Shaffer, the sets are constantly and fluidly changing, and this is to aid the play to be acted throughout in its proper manner: with the sprung line, gracefulness and energy for which Mozart is so especially celebrated (Shaffer xvi). Pep the audience captivated hungry for more, greedy even Shaffer ends most of his scenes in foreshadowing. This tactic is an excellent way to keep the action boning. One interesting aspect of Galleries character is his struggle with female temptation. Shaffer finds a way to satisfy Galleries lustful cravings through sweets. For instance, while trying to seduce Constance, Saltier tells her: I live on ink and sweetmeats. I never see women at 11). Another stylistic technique is the use of the Ventricles. These Little Winds serve as the Greek chorus of 1781.The lentils are Galleries second and third sets of eyes and ears. They illuminate events that cannot or are not displayed on stage, such as Mozart and Consonants marriage Shaffer 39). They also inform Saltier that Leopold Mozart will be enraged at the news that Mozart married without his consent. The various stylistic techniques employed by Shaffer emphasize the action of the plot, and therefore the theme of the story. The story line of Amadeus is mostly chronological, not counting the times when it reverts forward to 1823 so Saltier can narrate from his present perspective.He begins the story with an account of his life in Italy, as a young boy. At the age of 16, he made a bargain with God. This is the beginning of his downfall. Though Saltier promised his life to God, God never rewarded him with the fame he asked for. What Saltier never realizes is this: it was his mistake to believe that he could bargain with the creator of the universe. The climax of the play, occurring at the end of Act One is En Saltier rages against God after discovering his true mediocrity compared to Mozart: From this time we are enemies, You and l!Ill not accept it from Youdo you They say God is not mocked. I tell You, Man is not mocked! .. . I am not mocked! You are the Enemy! I name Thee nowAnemic Teeter! And this I swear: To my last breath I shall block You on earth, as far as I am able! What use, after all, is man, if not to teach God His lessons? Shaffer 47) This declaration is truly climactic in all aspects of the term. From this point on, Saltier vows to destroy the Creature, and succeeds quite nicely. The beginning of the falling action marks the beginning of Galleries moral fall, as well as Mozart fall from favor within the court.Amadeus has many characteristics of a classic tragedy. One interesting difference is the ending. The antagonist, dies in the end, and the protagonist lives. However, this is similar to the traditional ending because Saltier, the persona of evil through Jealousy and greed, is the one who lives, and Mozart, and innocent and talented spirit, dies racially. Throughout the novel, there is a motif of mediocrity. Galleries disdain for mediocrity is immediately made evident, through his description of his parents.Saltier wishes for nothing more than to be extraordinary, and is thoroughly disgusted Ninth himself and his god when he discovers he is merely average compared to Mozart. As Saltier puts it, We were both ordinary men, he and l. Yet from the ordinary, he created Legendsand I from Legends created only the ordinary! (Shaffer 70). Saltier resents God for his lack of musical fire and Mozart for having the musical fire he wishes to acquire. His distaste for the mediocre is finally somewhat absolved Ninth his final quote: Mediocrities everywherenow and to comel absolve you all.Amen! (Shaffer 96). Galleries absolute hate for the mediocre is what truly sparks his Insane Jealousy that causes him to lose sight of Gods love for him, and of the divine Justice in this world. Greed and Jealousy are both powerful forces on a mans life. They can blacken the soul, and cloud solid Judgment. The maelstrom created by these is one that cannot be easily overcome once it has reached its peak. Unfortunately, this is the main cause hat fogs over mans vision of the divine.

Free Essays on Rhetoric Of Ads

† and techniques discovered by Charles A. O’Neil. Magazine advertisements for liquor are perfect examples to illustrate these points. The â€Å"pathos† appeals to the weakest parts of human nature, emotion and feeling. Advertisements have a way of making individuals feel incomplete without their particular product. Others can satisfy subconscious desires of the viewer; such as social acceptance. (Hirchsberg, p465) The advertiser can make one feel as if their product is luxurious and is for the upper class of society. The advertiser can target an older consumer by causing one to reminisce about the â€Å"good old days†. (Hirchsberg, p466) They also have the option of gaining the attention of a younger audience by putting a famous pop star in their ad. The â€Å"logos† is the reasoning or intent of the advertiser. What may seem to be in plain language and view actually is not and it is used in this manner for a purpose. The â€Å"logos† is essentially the logic behind the â€Å"pathos†. This element is the method that the advertisers use to gain the interest of certain types of people. This element is like an unspoken science that these people use to get people to support their product. The â€Å"ethos† is the ethics of the advertisement. â€Å"Ethical questions are implicit in every act of persuasion†. (Hirschberg, p469) This Aristotelian element calls on the ideals of morality and principle. The â€Å"ethos† de... Free Essays on Rhetoric Of Ads Free Essays on Rhetoric Of Ads An advertisement’s only purpose is to make the potential consumer buy it’s product. Advertisers have formulated cunning ways to confuse the potential consumer into seeing or hearing things that are not evident. This advertiser’s are so cunning, that their false tactics are not considered lies; and are not legally deemed as false advertisement. Aristotle summed up these facets of persuasion in his ideas of â€Å"pathos† (emotion), â€Å"logos† (logic), and â€Å"ethos† (credibility). There are also a variety of â€Å"weasel words† and techniques discovered by Charles A. O’Neil. Magazine advertisements for liquor are perfect examples to illustrate these points. The â€Å"pathos† appeals to the weakest parts of human nature, emotion and feeling. Advertisements have a way of making individuals feel incomplete without their particular product. Others can satisfy subconscious desires of the viewer; such as social acceptance. (Hirchsberg, p465) The advertiser can make one feel as if their product is luxurious and is for the upper class of society. The advertiser can target an older consumer by causing one to reminisce about the â€Å"good old days†. (Hirchsberg, p466) They also have the option of gaining the attention of a younger audience by putting a famous pop star in their ad. The â€Å"logos† is the reasoning or intent of the advertiser. What may seem to be in plain language and view actually is not and it is used in this manner for a purpose. The â€Å"logos† is essentially the logic behind the â€Å"pathos†. This element is the method that the advertisers use to gain the interest of certain types of people. This element is like an unspoken science that these people use to get people to support their product. The â€Å"ethos† is the ethics of the advertisement. â€Å"Ethical questions are implicit in every act of persuasion†. (Hirschberg, p469) This Aristotelian element calls on the ideals of morality and principle. The â€Å"ethos† de...

Project Management Degree Assignment Example | Topics and Well Written Essays - 1000 words

Project Management Degree - Assignment Example Therefore, the shop must look towards expanding its team of employees and creating a website that is comprehensive in terms of the details of products, purchase catalogue, and the like. The business, in its process of expansion, can include at least ten work packages, in order to breakdown the work into smaller areas of concentration. The business expansion can be broken down under these categories: The expansion of the inventory, which means the stock of each product must be expanded, in order to cater to the demand of the international market. The product quality, besides the indigenous tint needs to be maintained for an ethnic yet qualitative touch. The development of role of IT, in promoting the business. This needs to be done, keeping in view the revolution fo the internet and how e-communication sit he answer to distance-related woes! The expansion of the staff also needs to be done, by employing more professionals, to keep up the expansion plan and also to introduce more specialisation in the varied departments of the business. Physical expansion, in other words, the setting up of small offices in some important cities in regions in Asia and the United States, can be of great help in handling business in the areas. The laying down of a Product Catalogue, with the price list, by converting the currencies according to local currencies; and related operations need to be performed for better productivity. The business also needs to think about appointing local staff, in order to facilitate better penetration in local markets, across the globe. Risk Management is another area of working that needs concentration. A SWOT Analysis of the risks involved and the competencies possessed by the business to face these risks, is a must. Garnering knowledge of the markets and making the business alter according to these specifications. 3. Three work packages specifications. Environment: This is a crucial element that often affects work packages. The environment of operation of business must be altered according to the changing place of operation, to suit local markets. Human Factors: The human resources need to be managed, utilised according to needs and also channelized in the right direction, in order to cater to the demands of the busines

Analyze the case and answer the questions Essay Example | Topics and Well Written Essays - 250 words

Analyze the case and answer the questions - Essay Example Imaging-X-rays, ultrasounds, CT-scans, MR- are also used to determine tumor stage. Biopsies, laboratory tests of fluids (cytology) such as urine, blood, and lymphatic fluids can also be used. Surgical reports on the size and appearance can also be used. The doctor selected an ultra sound to determine the exact location, size and spread of the tumor to the lymphatic nodes and other organs. A biopsy is the removal of part or the whole tumor for pathology examination such as microscopy. This is done to determine malignancy or benign. A combination of the two methods was sufficient to determine the mode of treatment. Chemotherapy is the application of antineoplastic drugs to kill cancer cells and inhibit the tumor growth. Surgery removes the entire tumor and a regimen of chemotherapy to kill any remaining cancer cells. If any remaining cells are left the cells proliferate faster and become more invasive. Monthly systematic palpation of the breast aids in earlier detection. It should be done after menstruation when hormones are more stable. If a lump is detected further consultation at a doctor is

Uniqlo Clothing Analysis

Uniqlo Clothing Analysis Introduction Japanese clothing brand, Uniqlo, specialises in stylish casual-wear which is both high quality and affordable. It is the predominant brand of the Japanese company Fast Retailing Company Limited and accounts for 90 per cent of companys total sales (UNIQLO UK). The first Uniqlo store opened its doors in Japan in 1984 and there are now over 760 stores across the country. Now a global brand, Uniqlo began international expansion with the opening of the first UK store in 2001, and it is Uniqlo UK which will be the focus of this report. After introducing itself to the UK, it was not long before Uniqlo had 23 stores across England. However, the brands simple designs did not prove popular and within two years 18 stores were closed (Marketing, 2007). Since its relaunch in 2007, Uniqlo UK has been gaining momentum, but it still has a long way to go towards becoming a leading fashion retailer in Britain. Consequently, this report aims to further this momentum through the development of a new integrated marketing communications campaign which would be implemented in 2010. Summary Context Analysis Customer Context Segment Characteristics Uniqlo currently targets a very wide audience, describing its key demographics as: Male and female; Fashion-conscious; Cost-aware; and aged between 16 and 96! (UNIQLO UK) Calgary Avansino, Executive Fashion Editor of Vogue magazine, has personally experienced the wide appeal of the Japanese brand. She said, â€Å"the store is for a young customer but at the same time I went with my mum who is 60 and she bought the skinny jeans in taupe and burgundy† (The Independent, 2009). However, the lack of focus which comes with having such broad segmentation results in an unclear brand identity, thus making it harder for Uniqlo to stand out. Brand Awareness, Perception Attitudes Awareness Every single one of Uniqlos 14 UK stores are concentrated in and around London. Current marketing communications are therefore focussed mainly on the London area, and as a result awareness of the brand outside this region is low. Include brand awareness pie chart + sentence about where theyre from. Perception Uniqlo is generally perceived as â€Å"deliver[ing] true value quality and style at a fair price† (Inside Retailing, 2009). Attitudes A random selection of Uniqlo shoppers on Oxford Street, London, were asked their opinions of the brand earlier this year. Eighteen-year-old student Rafaela commented on the versatility of the designs, stating they are â€Å"easy to mix and match†, and twenty-year-old textile design student Holly similarly said, â€Å"you can make the clothes look your own with more individual accessories. I love the massive range of colours.† Twenty-seven-year-old visual effects artist Nick liked â€Å"the fact that there are no naff slogans or logos†, and twenty-year-old textile student Iona appreciated Uniqlos â€Å"simplicity† (The Independent, 2009). Level of Involvement Involvement is relatively low when it comes to Uniqlos products. This is because it offers basic, inconspicuous clothing designs, none of which visibly feature the Uniqlo logo, and prices are reasonable which lowers risk. Business Context Market Positioning â€Å"Clothes that can be worn by anyone, any day†; â€Å"Uniqlo †¦ focuses on quality and value with a broad demographic appeal, though it has aimed at attracting young trendsetters by collaborations with designers and artists.† (Mintel, 2008) Current Marketing Mix Product Basics Simple, plain designs for both men and women, in a wide variety of colours. Items include t-shirts, outerwear, knitwear, jeans, trousers, and accessories, as well as dresses and skirts for women. HEATTECH Uses unique material, developed by Uniqlo and Toray Industries, which retains body heat. +J Collection made especially for Uniqlo by designer Jill Sander, released 1st October 2009. In the words of Calgary Avansino, â€Å"Her look is classic and simple, but also cutting edge in the way she cuts and presents her clothes† (The Independent, 2009). UT Uniqlo T-shirts (a sub-brand); Limited edition collections of t-shirts created by designers and artists from all over the world; UT has a different image to the rest of Uniqlos products and the t-shirts are promoted and sold separately. It will therefore not be included in the IMC campaign this report seeks to create. Price Basics Jeans roughly  £25, t-shirts  £8- £14, cashmere around  £25- £45 (Mintel, 2008); HEATTECH From  £6.99 (UNIQLO UK, 2009); +J Outerwear  £49.99- £99.99, bottoms  £24.99- £29.99, shirts  £24.99, jersey and sweats  £14.99- £29.99, knitwear  £19.99- £29.99, cashmere  £59.99-99.99, accessories  £14.99-79.99 (F.Tape, 2009). Place Physical stores: Currently 14 Uniqlo stores in the UK, including global flagship store on Oxford Street in London. The other stores are also all situated in the south of England, in and around the capital. Online store: Uniqlos comprehensive UK online store is an important distribution channel, allowing the rest of the country access to the brand. Promotion Advertising Uniqlo UK generally avoids overt TV advertising, but it has recently released a TV commercial for its HEATTECH range (see Appendix ?). Uniqlo mainly invests in press (newspapers and magazines), and outdoor (billboards, in the subway, and on buses). Look to Appendix C for a table detailing Uniqlos advertising spend, Appendix? for examples of Uniqlos recent print advertising and Appendix ? for examples of their outdoor advertising. This summer Uniqlo launched a global ad campaign for their new casual sportswear, featuring well-known models Agyness Deyn, Luke Worrall and Gabriel Aubry (see Appendix ?). Public Relations UT Cannes Lions Grand Prix 2010 Part of the Cannes Liones International Advertising Festival; Annual t-shirt design competition held by Uniqlo; The top 20 designs will be made into Uniqlo products, and the overall winner gets $10,000 (US); Semi-finalists announced November 2009, finalists announced February 2010. Uniqlo Jump Collection of photographs of Uniqlo employees from around the world (UK, USA, Japan, China and South Korea) mid-jump, and wearing Uniqlo clothing. Uniqlo Paper (Uniqlos online and in-store magazine) Articles in magazines/newspapers Sales Promotion Partnerships with specialised discount websites (www.vouchercodes.co.uk, www.hotukdeals.com); Since January 2008, Uniqlo has been involved in an affiliate programme with LinkShare which has resulted in a partnership between Uniqlo and Marie Claire magazine. The Japanese brand received editorial exposure on Marie Claires website, which featured ten exclusively discounted Uniqlo products (Revolution, 2009). Interactive Marketing Communications Uniqlock Online clock which can be set to any time zone; Features continuous rhythmic music, short clips of Japanese dancers wearing Uniqlo clothes every five seconds, and extended dance sequences every hour; Users can post a mini version of the clock to Facebook, Bebo, Myspace or their personal blog, or they can download it as a screensaver or as an iPhone/iPod Touch application. Uniqlo Calendar (similar idea to Uniqlock) Uniqlo Introduction Flash page attached to uniqlo.com; Gives a sense of Uniqlos brand identity and the range of clothing available. In short, Uniqlo currently has a wide and varied marketing communications mix, and a lot has been done below-the-line to engage the consumer. However, the communications are far from integrated: the advertising campaigns are all rather individual, could quite easily be for HM or Zara, and do not match the quirky, fun and distinctly Japanese character of many of the below-the-line communications. Competitor Analysis Competition within the clothing retail market is fierce, especially given the recent economic downturn, and Uniqlo has many well-established and similarly-positioned competitors to contend with. See Appendix C for a table comparing Uniqlos annual sales total with those of its competitors. According to this table, Uniqlos three most significant competitors are American clothing brand GAP, Spanish Zara and Swedish Hennes Mauritz (HM). Gap â€Å"Clean, classic, American designs† with mid-market stance (Mintel, 2009); Has lost its distinctiveness and sales are falling (Mintel, 2008). Zara â€Å"Fast-moving fashions at affordable prices, inspired by the catwalks† (Mintel, 2009). HM â€Å"Quality at the best price† (Mintel, 2008); â€Å"[S]omething for everyone from modern basics to cutting-edge fashion †¦ Although the UK customer base is heavily skewed to 15-24-year-olds (and women), it †¦ appeals across the socio-economic spectrum.† (Mintel, 2009); Number of high profile designer collaborations in the past, plus recent release of shoe collection from Jimmy Choo; â€Å"Very strong identity in face of competition from other young fashion brands and potential for expansion.† (Mintel, 2008). External Context Stakeholders See Appendix A for a diagram of Uniqlos main stakeholders. One of Uniqlos most significant stakeholders is their suppliers. All Uniqlo products are made in the Far East, mainly in China. Fast Retailing does not own any factories but works closely with the same manufacturers year after year, thus developing loyalty and ensuring its products are of the highest quality (The Independent, 2009). PEST Analysis Political Factors Globalisation has brought the UK and Japan closer together and, as a result, the two countries are increasingly acknowledging mutual interests and concerns (Embassy of Japan in the UK, 2000). Economic Factors After the recession, UK customers have become much more price-conscious. Customers are thus more likely to look for clothes of better value with greater longevity. Socio-Cultural Factors Japanese culture is very different to that of the UK, but elements of Japanese culture, particularly food, fashion and design, have already had a great impact in the West. It has been said that, in general, â€Å"Japan is increasingly the epicentre of cool with Tokyo its style capital† (Inside Retailing, 2009). Technological Factors E- and M-commerce are both growing rapidly, and the internet is becoming increasingly central in the worlds of business and marketing. Internal Context Organisational Identity Fast Retailing, the parent company of Uniqlo, strives for excellence and efficiency in all it does, and, above all, it always put the customer first. See Appendix B for the corporate statement, mission statement, values and principles which constitute the details of Fast Retailings organisational identity. Marketing Expertise After the store closures in 2003, Uniqlos Marketing Chief at the time, Dominic Chambers, lost his job. In 2006, the former Merchandising Director for Dorothy Perkins joined Uniqlo and Marketing Manager, Amy Howarth, as part of a new team (Marketing, 2007). SWOT Analysis The following SWOT analysis has been constructed in order to highlight and summarise the main issues within the Context Analysis. Strengths High quality clothing; Clothes are easy to mix and match; Sophisticated textile technology; Comprehensive online store; Japanese identity; Reasonable prices. Weaknesses Low brand awareness among target market in UK; Brand identity inconsistent and does not stand out against competitors; Uninspiring website design. Opportunities Popularity of Japanese culture; High growth of E-commerce and M-commerce. Threats Economic recession (consumers with less disposable income); Numerous strong competitors. Objectives Business Objectives Open more stores across UK; Before the store closures in 2003, Uniqlo (UK) had branches in the North West of England, the Midlands, Manchester, Liverpool and Coventry, and original plans had been to have 50 UK stores by 2004 (Times Online, 2003). Despite its increasing success, Uniqlo still only has 14 stores in the UK, and they are all located in or around London. In 2007, Chief Operating Officer Simon Coble stated, â€Å"We would like to be trading in all the major towns and cities in UK† (Marketing, 2007). Of course it would not be wise to try and open too many new stores too quickly as this approach failed the first time around, so a realistic target might be to have one or two new stores open in 2011, perhaps in Leeds and Glasgow. Increase UK online stores sales volumes; Currently the Uniqlo website is the only access Scotland, Wales, Northern Ireland and most of England have to the brands wares. Therefore, until more stores are opened across the UK, the online store is vital. A 20% increase in online sales by 2011 would be a realistic target. Increase market share. Because the market is saturated, this will involve taking market share from competitors. A realistic target would be a 1.5% market share by 2011. The reason this percentage is so low is because Uniqlo does not even appear in Mintels table of estimated market shares of leading retailers in womenswear from 2002 to 2007. Further, this table shows that Uniqlos strongest competitor, HM, only had a 1.2% share of the womenswear retailing market in 2007 (Mintel, 2008). Communication Objectives Increase consumer awareness and engagement among target audience across UK; The brand is currently relatively unknown beyond London. In terms of the DRIP Model, this objective fits with the key task of informing the consumer. Of course, awareness is not enough on its own: the consumer needs to be engaged. Uniqlo already engage their consumers through such means as Uniqlock, but engagement efforts need to be furthered as awareness increases. Differentiate from competitors through development of distinctive brand identity. Analysts concluded that Uniqlos initial losses after coming to the UK were due to the brand â€Å"fail[ing] to offer clothes that were sufficiently distinctive from rivals such as Gap, Zara, HM and the recently revitalised Marks Spencer† (Times Online, 2003). In terms of the DRIP Model, this objective fits with the key task of differentiating in the mind of the consumer. Marketing Communications Strategy Segmentation Targeting Look to Appendix E for a table of possible market segments for Uniqlo to target. This IMC campaign will use Segment 2 as its primary target. Because Positioning Positioning Strategy This IMC campaign will be based on a pull-positioning strategy, as objectives are to increase awareness and encourage involvement, and messages are to be directly targeted at end-user customers. A consumer-driven campaign fits with the value Fast Retailing places on approaching issues from the customers perspective. Key Message The key message will be that Uniqlo provides the consumer with fashionable but simple clothing which is easy to mix and match and therefore allows each customer to create their own unique look. Uniqlo does not simply reproduce catwalk trends which result in everyone wearing the same thing: Uniqlo encourages individuality. The brand already promotes a similar idea on their rather isolated online introduction, which can only really be stumbled upon as it is not linked directly from the main website. It states: â€Å"Were not a brand that dictates a total lifestyle. To us, clothes are items the individual chooses to express a personal lifestyle† (UNIQLO INTRODUCTION). The aim of this campaign is therefore to make more of a feature of this message, and make it consistent across the rest of their marketing communications. It will be called the YOUniqlo campaign. Communications Mix The tag-line which will appear throughout our campaign is Uniqlo. Mix it up. It is concise, funky, and vague enough to apply to all our communications tools. It conveys the idea of doing things differently and, more specifically, relates to the fact Uniqlos clothing is easy to mix and match. Advertising Advertising will significantly contribute to a rise in brand awareness and the development of a more definite and unique brand identity. It should also drive further business to the online store from across the UK as well as to the actual shops in and around London, and ultimately increase Uniqlos market share. It is important to remember, however, that our target audience is advertising and marketing literate and will not be patronised by clichà ©s and blatant selling techniques. The YOUniqlo campaign must avoid the overt, and instead offer quirky and entertaining ads which engage the consumer and, furthermore, project a consistent brand identity. Print: Magazines Magazine advertisements are good for creating impact and demanding readers attention. Further, the sheer quantity of different genres and titles means it is easy to target a specific audience (Fill, 2009: 715). Judging by primary research, the chosen target market segment tend to read magazines such as Vogue, Cosmopolitan and Elle (). Particularly since these magazines contain extensive style advice, it would be wise to put print advertisements in them. The YOUniqlo print campaign will use unknown, friendly-looking models who will be much more relatable than the likes of Agyness Deyn. This should bring the brand and the consumer closer together. The adverts will illustrate the mix it up message through featuring one model superimposed three times in the same image. Each version of the model will be in a different pose and wearing a contrasting outfit. The outfits will all look very different but there will be some overlap in individual items, thus demonstrating the mix and match aspect. Appendix ? shows a mock-up of the womenswear ad, though the real ad would be portrait rather than landscape and have a plain white background. There will also be a version for menswear. Outdoor: Transit Shelter Poster The age group being targeted by the YOUniqlo campaign, in particular the students living in and around city centres, are unlikely to have cars. Therefore, advertising at bus stops would be a good idea. Ten classic, relatively unisex Uniqlo items will be selected to make a series of transit shelter posters, with one item being used on each. They will each be nicely photographed front-on and look as though they are being worn, and will be shown life-size on a transparent background, positioned to match where they would sit on an average-sized person. Some interesting and amusing accessories will also be shown in order to create humour appeal. See Appendix ? for mock-ups of the posters. Involvement will then occur as people can pose behind the poster and have it look as though they are wearing the items featured. Since only one Uniqlo item will be shown on each poster, individuals will all look different as the items mix with their own outfits. This therefore expresses the mix it up message. Bus stops on central streets and around university campuses in major cities will be ideal locations for reaching the target audience and attracting attention. Interactive Marketing Communications Website As acknowledged in the SWOT analysis, one of Uniqlos strengths is their comprehensive online store. It is a great functional tool with easy navigation and simple checkout process. However, it currently gives no sense of brand identity, with the main page launching straight into new releases and current offers. Earlier this year Uniqlo collaborated with 4Ps Marketing, a search engine marketing agency, and through customised Search Engine Optimisation and Pay Per Click campaigns Uniqlos only revenue has since increased by 30.76% (4Ps Marketing, 2009). It therefore seems wise to mould and expand the website into a demonstration of the brand as well as its actual clothing. This would add greater interest and individuality to the site, thus helping to differentiate the brand in the mind of the consumer. It would further engage the consumer, and ultimately help fulfil the business objective of increasing online sales volumes. As stated by Terence A. Shimp, websites â€Å"can be considered the centrepiece of companies online advertising efforts† (Shimp, 2007: 443). The general feel of the website should match that of the physical stores, which have a very streamlined look and give a firm but not clichà ©d sense of Uniqlos Japanese identity (see Appendix ?). There should also be the option of signing up to a members section, which will add users to a mailing list and give them access to extra features and exclusive deals. Sponsored Facebook Group Many retailers around the world already use sponsored Facebook groups as a way of directly marketing towards Generation Y, a new type of consumers highly influenced by the internet. Such online groups give marketers the ability to target a particular audience by using a ‘member list to message people and inform them about new collections or events. As part of the YOUniqlo campaign, the sponsored Facebook group will operate in line with the PR activities, and messaging can be tailored depending on the location of the user in relation to that of the event. Consumers can also become more involved through use of the discussion board. Public Relations Organisation of a large-scale PR event would greatly help fulfil the brand awareness and engagement objective. It would not only grab the target audiences attention, but also that of the media, thus generating further publicity for the brand. The YOUniqlo event will revolve around a nation-wide art competition, called Uniqlo Masterpiece appropriate as Uniqlo clothing appeals to artistic, creative people. Consumers will be attracted to a Competition section of the re-launched website, where they can use a Flash application to create their own artwork using small graphics of Uniqlo clothing items in a wide variety of colours (see Figure 1). This will emphasise Uniqlos wide range of items and colours, and it fits with the Mix it up concept as it encourages users to mix Uniqlo clothes to create something truly unique. Entrants must be: Aged 18-25; UK residents; Signed up as member of the Uniqlo website. After the competition closes, twenty semi-finalists from across the UK will be chosen by Uniqlo. Website members will then be able to vote for their favourite from the final twenty, thus creating further involvement and engagement. After the vote closes, five finalists will be revealed and invited down to London for the main event (travel expenses paid), where they will create a real version of their artwork using Uniqlo clothes on one of five big white canvases. The event will take place in the courtyard in front of Somerset House (see Appendix), and big screens will be present to show how the artworks look from above. Each finalist can compete as part of a group of up to four people. The event will have a DJ, be hosted by a local celebrity, and have a judging panel present to decide the winner at the end of the afternoon. PRIZES? + Donation of clothes to Oxfam? which adds CSR into the mix. Scheduling and Implementation Table 1: Media schedule for 2010 YOUniqlo campaign Taking the workings of the fashion industry into consideration, the print and outdoor campaigns will run in accordance with the release of new ranges at the beginning of each season. Pre-Event 01/02/10 Re-launch of Uniqlo website together with opening of Uniqlo Masterpiece competition. 01/02 31/03/10 Online entry using Flash application. 07/04 30/04/10 Online public vote from list of 20 semi-finalists. 07/05/10 Top 5 announced. Event 05/06/10 Final event in London. Table 2: Timetable for Uniqlo Masterpiece competition The competition has been timed so that the main event lands comfortably on Saturday 5th June. Nice weather is important for an outdoor event, and most students will have finished their exams by then. Publicity for competition on website and through sponsored Facebook group. + Use Bluetooth on day of event to attract passers by. Resources The proper execution of the YOUniqlo campaign relies on Uniqlos resources. This resource has evolved to become a strategic function that perceives the association between talented people and the success of an organization. Uniqlo needs to have the strength of extensive man power to establish a successful marketing campaign. The human resource involved in the campaign includes the professional team which comes up with innovative print ads, the efficient PR team which has the ability to host an event by capturing the audiences attention and a tech savvy team which creates breakthrough in internet advertising. The proper execution of a campaign depends on the financial resources available to support it. Uniqlo‘s most recent annual report available (2006) depicts that it has sufficient funds to carry out an extensive media campaign. The costs involved in conducting a campaign include the venue hiring costs, the cost of publishing print ads in magazines and the cost of publicizing the event through various websites. Uniqlo must treat this expenditure of conducting a campaign as an investment to create awareness about their brand and its uniqueness. Justify cost of PR event + prizes by fact that theyve already paid for supermodel Agyness Deyn + various celebs at Uniqlo flagship store opening. Evaluation, Control Feedback Precisely, several post-testing tools will be applied (tracking studies and likeability test) to create reliable and validated feedback (Fill, 2009). Deciding on the scope of the evaluation, it is logical to refer back to the communication objectives and assess to what extent they were achieved. Tracking studies will give the company a good view of communication campaign impact on brand awareness in the targeted regions of the UK. Interviewing a large number of people in these areas on a regular basis will also provide significant data on how their attitude and perception of Uniqlo has being influenced by all marketing efforts of the company. The awareness of the Uniqlo.co.uk will be easier to track by the number of hits from UK users. However, awareness on its own is not so important for the brand performance, unless level of engagement is also high. Youniqlo campaign was designed to create customer engagement with the brand and likeability analysis will aim to assess its success. The method will examine the level of entertainment/enjoyment people received from, for example, PR event or bus stop advertisements. A good showing here will also be the number of pictures uploaded to the company website. The likeability analysis will also demonstrate how well company has managed to differentiate itself from the competitors in consumers minds. QUALITATIVE. Recall tests. Conclusion Corporate Statement Changing clothes. Changing conventional wisdom. Change the world. Group Mission To create truly great clothing with new and unique value, and to enable people all over the world to experience the joy, happiness and satisfaction of wearing such great clothes; To enrich peoples lives through our unique corporate activities, and seek to grow and develop our company in unity with society. Values Approaching issues from the customer perspective; Embracing innovation and challenge; Respecting and supporting individuals to foster both corporate and personal growth; Committing to ethical standards and correctness. Principles Do everything possible for our customers; Pursue excellence and aim for the highest possible level of achievement; Achieve strong results through the promotion of diversity and teamwork; Move speedily and decisively in everything we do; Conduct business in a very real way based on the current marketplace, products and facts; Act as global citizens with ethics and integrity. (Fast Retailing, 2008) Appendix C: Uniqlos Advertising Spend, 2006-7 Total Spend Cinema Direct mail Internet Outdoor Press Radio TV  £m % % % % % % % 0.3 0.0 0.0 0.0 25.3 74.5 0.2 0.0 Uniqlos total advertising spend and media used, year to end May 2007. Source: Nielsen Media Research/Mintel (Mintel, 2007). Appendix D: Total Annual Sales of Uniqlo and Its Competitors Company Name (Flagship Brand) Country Fiscal Year End Sales ( ¥ Billions) GAP USA Jan. 2008 1723.7 INDITEX (ZARA) Spain Jan. 2008 1517.5 HM Sweden Nov. 2007 1342.1 Limited Brands USA Jan. 2008 1108.2 NEXT UK Jan. 2008 666.2