Medieval Philosophy Term Paper Example | Topics and Well Written Essays - 1250 words

Medieval Philosophy - Term Paper Example Examining the writings of Augustine and Aquinas provides textual comparisons in understanding how the two philosophers diverged in their opinions. Augustine The discussion that Augustine held about the Academicians shed light on his point of view where truth was concerned. He relates to his reader, within his letter to Romanianus, that the Academicians seem to believe that there are absolutes and that the truth is a defined place, although they do not know where that place exists. He suggests that moving away from the Academicians and towards philosophy reveals that the truth is defined by the fact that the truth is truth, that it moves through the subject and rests in places where all can discern that it is true, a common place where wisdom is attained. In finding the center of truth, Augustine believes that it is through the study of philosophy that truth can be approached, but not through listening to those who would say that they know the truth definitively without knowing truth. Cicero states in Academica 2.10.32 that â€Å"[The Academicians] hold that something is plausible and in a way â€Å"truth like†, and that they employ this as a guide both in the conduct of life and in [philosophical] investigation and discussion† (Augustine 37). He goes on to discuss Zeno by saying â€Å"He contended that nothing can be perceived except what is true in such a way that it can be distinguished from the false by a dissimilarity in their marks, and that opinion should not enter the mind of the wise man† (Augustine 40). His purpose in going against the Academicians can be summed up in this statement that Augustine makes â€Å"your Academicians should be likewise laughed at, since they say that in this life they follow something truth like, although they do not know what the truth is† (Augustine 44). The Academicians sought the truth, but did not claim to have found it. Augustine discusses that wise men had, previous to the Academicians, been wise because their culture determined that they knew the truth. Academicians, on the other hand, felt that a wise man continued on a search for the truth, but did not ever claimed to have found it. Augustine states that â€Å"Reason, then†¦shows you that a wise man is the kind of person who is not ignorant of wisdom† (Augustine 60). Augustine makes the argument that human beings can find wisdom and that they can discern the truth. He suggests that having knowledge that determines the truth is in the purview of the wise man. Without this accession, there can be no such thing as a wise man. This argument, then, is suggesting that rational thought is in defining what is true. He argues against those who would suggest that it is not possible to ’know’ or to assess ’truth’. In understanding, the human being shows that he has a capacity beyond animals. In his discussion with Evodius, he shows that the human sense of rationality comes from being abl e to understand beyond the inner sense. The inner sense can discern existence, but human reason can understand that there is existence. He moves through his discussion of understanding to explain wisdeom, then back to truth. He states â€Å"

Business ethics Essay Example for Free

Business ethics Essay In business there will always be the line to act with integrity or to lie, cheat, and steal. Famous author Douglas Adams once said, â€Å"To give real service you must add something which cannot be bought or measured with money, and that is sincerity and integrity† (Heathfield, n. d). The priority of any business is to serve the needs and wants of the customer and more important his or her stakeholders. Any business decision made in major corporations must line up with stakeholder’s interests, but more important stakeholders have the social responsibility to represent in the best interest of the entire corporation. The prevalence of so many major scandals with corporations caught in the public is drawing much needed attention on concepts of ethic, and social responsibility. Ethics and corporate responsibility is a direct application of the ideas of in business practice. This papers purpose is to explain the role of ethics and social responsibility in building a strategic plan while incorporating the stakeholder interests. Business execs have the responsibility to adhering to the unspoken ethics they have only not taught but also have enforced by society and the law. Ethics are inherently common sense decisions made by those in authority with the power to affect an entire organization. When, business executives make decisions they must consider business ethics and the organizations (stakeholders) values. Once the essential questions ask is, â€Å"Do the organization’s values reflect accepted society values? (Young, 2004) Business executives must execute strategic business plans where they take into account not only each value associated with each choice, but the consequences of each choice. The interests of the stakeholder are one of the prime obligations of an organization. The demands of the stakeholders are generally to increase profits; this is echoed by economist Milton Friedman, the â€Å"one and only one social responsibility of business is to increase its profits, assuming an honest and open marketplace†. (Bigelow, 2013), According to Friedman also that corporations owe no responsibilities to society. However, critics will disagree that corporate social responsibility is always to put the customer first, which ensures a customer’s happiness and loyalty. Stakeholders are not only investors into companies but they also have voting power, which carries social, and financial influence within the company. Their social responsibility is to the customers and to the employees (Jones, 2012). They have decision power, and ultimate control over allocation of resources. Corporations and organizations ultimately exist to satisfy the needs and agendas of the stakeholders. The problem lies in, however; when the needs and the agendas of the stakeholders can blur the line between what is ethically right and what is considered against the law. The organization’s obligation to the stakeholder is as much as a priority as the relationship to the public. â€Å"The relationship between a customer and a firm exists because of mutual expectations built on trust, good faith, and fair dealing in their interaction† (Ferrell). When creating a strategic business plan the organization must incorporate its social responsibilities for the customer, and prevent any ethical dilemmas. Clear examples that recently have captivated the news over the decade has been the highly publicized cases of Waste Management, Enron, WorldCom, Tyco, HealthSouth, which exaggerated earnings to meet the expectations of stakeholders, Freddie Mac, AIG, Bernie Madoff, and host of others. These examples of accounting fraud, manipulation of books, and stealing from clients made by top executives in the position to meet the expectations of stakeholders and not making ethically sound decisions. To prevent these scandals from occurring, ruining not only the organization, the employees but also the public’s faith within the corporate world, according to research ethical risk management is an option dependent on the infrastructure in which it promotes ethical conduct and standards. The directives and the support from management in the way it manages potential problems with the lack of ethical standards. Because of the number of scandals not only have businesses implemented stronger measures for ethical practices but also have the legal systems. The establishment of the Sarbanes-Oxley Act (SOX) in 2002, which came after the scandal of WorldCom, was because the number of major corporations collapsing under the weight of their own unethical practices. According to the SEC, â€Å"the Act mandated a number of reforms to enhance corporate responsibility, enhance financial disclosures and combat corporate and accounting fraud, and created the Public Company Accounting Oversight Board, also known as the PCAOB, to oversee the activities of the auditing profession† (SEC, 2012). Ethics is a fundamental part of compliance and governance systems. Ethics explicitly should integrate into the elements of strategic planning in businesses. In determining the roles that factor into managing stakeholder’s interests ethically organizations must first take into consideration that the business is the first line of defense in taking responsibility for managing and supervising corporate responsibility effective in accordance with the level of influence the business set by the organization. Executives in a position to communicate to stakeholders must always implement ethical decisions when balancing their needs and the organizations’. The executives must be responsible in providing clarification and verification of ethical standards in place. The executives must drive the culture and work environment of compliance toward ethical standards and practices to ensure the effectiveness. Business ethics is important in every organization and the main responsibility is to act with integrity and honesty. References Ferrall, O. C. (2004). Business ethics and customer stakeholders. Academy of Management Executive, 18(2), retrieved from http://danielsethics. mgt. unm. edu/pdf/Customer Stakeholders. pdf. Bigelow, L. (2013). What are the social responsibilities of a company to its stakeholders? Hearst Newspapers, Retrieved from http://smallbusiness. chron. com Heathfield, S. (n. d. ). Inspirational quotes for business and work: Integrity. Retrieved from http://humanresources. about. com Young, P. (2004). Ethics and risk management: Building a framework. Risk Management, 6(3), 23-34. Retrieved from http://www. jstor. org â€Å"The Laws That Govern the Securities Industry. † (2012). SEC. Retrieved from http://www. irmi. com/expert/articles/2005/head02. aspx.

Red Bull Analysis | A Multinational Company

Red Bull Analysis | A Multinational Company Executive Summary Red Bull has turned itself into a multinational company that offers a product that enhances the mind and the body. Their method of managing their internal and external situation and circumstances has become an interesting topic for many. Thus we conducted some analysis to look at Red Bulls strategies, and especially the international strategies. The external analysis was a mix of positive and negative observations, for example they have the advantage of the customer loyalty and the production cost, and however, they are in the territory of major players in the beverage industry which put them at risk. Nevertheless, the industry analysis and peer review helped to shed some light on Red Bulls external report, where we can see a substantial growth in the industry and Red Bull headship in the energy drink market. Through the internal analysis we observed that Red Bull leads a proactive approach towards their business by adopting conventional and unconventional methods to expand their horizons. Through the value chain model, we observed that Red Bulls internal marketing and sales strategies have shown ground breaking success on international scale. Moreover, the HR has accomplished to attract the right candidates to achieve the required goals, simple because they are young and know the young target market exactly. The generic strategy analysis of Red Bull has presented Red Bull a differentiated product within its market and a focused-differentiated product within the beverages industry. The norm is that any kind of differentiated products target few selected customers, however, Red Bull did become selective but became massively popular among the youth, and hence, they produce over 1 billion cans each year. The SWOT analysis they was conducted on Red Bull has crystallized some Weaknesses and threats. However, the Strengths and Opportunities outweigh the downside of Red Bull; moreover, the Weaknesses and Threats that Red Bull faces can easily be managed and fixed by Red Bull. We can safely conclude that Red Bull has adopted the right target market and the right method to communicate with the target market. More interestingly, we can see that Red Bull has adopted a product and especially a marketing strategy that can easily be copied to different counties and culture. In other words, it has spoken the language of the youth. History Background History A red cape is not always necessary to attract a bull towards you; nowadays it has become available in a can in the hypermarket, supermarket, grocery and the club near you. This all has become possible thanks to a visionary man called Dietrich Mateschitz, who is the discoverer, modifier, and introducer of the internationally famous drink, Red Bull. It all started in Hong Kong, in 1982, when Mateschitz was at the hotel bar sipping a famous local health tonic. While he was drinking he had a vision of marketing an Asian drink in the western countries. About two years from the vision, the Austrian Mateschitz teamed up with a Thai business man called Chaleo Yoovidhya to produce this product. Together they fiddled with the product, to take out the syrup nature of the product and make it fizzy. Canned in a silver and blue container, with a brand the shows two red bulls going head-to-head against each other, hence the brand was named Red Bull. (Red Bull Founder Rides Wave of Success) In 1987, the product was then taken to Austria where it had its first groundbreaking success in no time. In started going international in 1992, when they entered Hungary. Red Bull is currently active in over 100 countries, energizing the population and creating competition as they go along. One source mentioned that there are over 150 energy drink brands, however, all inferior to the mighty Red Bull (A REFRESHED CREW IS AN EFFICIENT CREW). With over 1 billion cans sold each year, Red Bull controls 70% of the worlds market share of energy drinks. Background Red Bull became strong when they created a high quality drink that is only made in Austria. Furthermore, all of its ingredients are synthetically made in pharmaceutical companies to grantee high quality and safety. Moreover, due to the ingredients of the product, it is said that Red bull (Red Bull FAQ): Improves performance Improves concentration and reaction speed Improves vigilance Improves emotional status Stimulates metabolism However, the main reason for the success of Red Bull is in its advertising style. Red Bull tends to spend very little on conventional or traditional marketing tools, like TV and Print ads. Their marketing strategy is usually out of the box and creative. Red Bull tends to be more active in sponsoring extreme spots and giving away samples in local events. Due to the fact that Mateschitz has been involved in Formula One racing for more than a decade, he used the events to draw attention to his brand. In addition, he sponsored the World Stunt Awards, an annual fund-raiser to help injured stunt workers (Red Bull Founder Rides Wave of Success). Moreover, some observers say that Red Bull uses the anti-branding method of advertising, where they broke the usual method of marketing and branding. Actually what they did was use the buzz marketing strategy or better known as word of mouth. With this strategy, they associated their brand with the youth culture and extreme and adventure-related spo rts, such as motor sports, mountain biking, snowboarding and dance music. Thus they targeted their brand directly to people from Generation Y, the so-called millennials: people born after 1981 who were believed to be cynical of traditional marketing strategies (A Look at a Key Feature of Red Bulls Business). The Buzz over Red Bull among the youth and their underground attitude has created Red Bulls reputation as the drink within that community. That is why Red Bull continues to use Viral marketing internationally, where the company would rather restrict the supply of Red Bull and not advertise it, expecting that growing numbers of target consumers to catch the bug and its reputation would spreads. Through this strategy, Red Bull has successfully captured 70% of the à ¢Ã¢â‚¬Å¡Ã‚ ¤1.6 billion market (A Look at a Key Feature of Red Bulls Business). External Analysis Porter Five Force Analysis The external analysis is one of the most important steps that a company should take to achieve to its goals and objectives. Moreover, for taking this step we should be aware of the essence of formulating competitive strategy which is related to company and its external environment. Also, we know that the relevant environment is very broad; encompassing social as well as economic forces, the key aspect of the firms environment is the industry or industries in which it competes. In addition, taking care of industry structure which has a strong influence in determining the competitive rules is very important because it includes the game as well as the strategies potentially available to the firm. Forces outside the industry are significant primarily in a relative sense; since outside forces usually affect all firms in the industry, the key is found in the differing abilities of firms to deal with them. Michael porter has offered a unique framework for make an easy way to analyze. Michae l Porters framework for industry analysis is described in his book Competitive Strategy (1980). In this book Porter claims that there are essentially five forces which determine the underlying structure of an industry. Rivalry among existing competitors, buyers, suppliers, potential entrants into the business and Threat of substitute products are those five forces which can have positive or negative effects on industry structure by making the industry more or less competitive. Potential Entrants In this case the potential competitors of red bull are soft drinks companies, which can produce energy drink with out adding bubbles. If the barriers of entry are high, it is difficult for potential competitors to enter the market. Three main sources of barriers to new entry: brand loyalty, absolute cost advantages, and economies of scale. Brand loyalty Due to the done research, innovation in creating new energy drinks, proper and profession advertisement, holding many special events and sponsorships, and having high quality for its products makes Red Bull as well known brand with a strong brand loyalty which is a barrier for any new entrant to enter the energy drink industry to compete with it. Cost advantage According to the Michael Porter, normally cost disadvantage is a big barrier for companies to enter an industry as new entrants because it can be cost advantage for existing companies in that industry. Also, companies with the help of cost advantages can compete and beat their competitors very easily because usually it is difficult for new entrants to match their companies with the lower cost structure. Therefore, Red Bull because of Red Bulls superior production and operation processes, and their experience in the energy drink industry, and control of its inputs according to their experience in producing red bull drinks, benefit the cost advantages with keeping its quality in the high level. Although there are many energy drinks existing in the industry with the lower price rather than Red Bull, as quality aspect they have not cost advantages both in quality and price, so Red Bull is steps ahead from its competitors in this case. Customer switching cost In food and beverage industry there is no switching cost for costumers with considering the level of quality, therefore it can be considered as threat for existing companies in this industry. In this case, Red Bull is not exceptional, so they need to keep their quality at the same level to not loosing their market share by coming new entrants because it is real threat for them. Government regulations One of big issues and always concerns for companies which like to go internationally is government regulation, also, in this case some Europe countries have problem with selling Red Bull and have tried to ban it. They claim that Red Bull was the cause of death of people in those countries. France, Belgium, and Sweden ban using the mixture of Red Bull and alcohol. So, it can be a threat for them in taking the market share and having a bad image for their brand. . (French Ban on Red Bull (drink) Upheld By European Court) Intensity of Rivalry Rivalry in some industries is characterized by such phrases as warlike, bitter, or cutthroat, whereas in other industries it is termed polite or gentlemanly. Energy drink industry has an intense rivalry because of a number of interacting structural factors: Industry competitive structure Due to the competition in the energy drink market, Red Bull focuses on non-price competitive weapon like offering exhilarating events, high quality products and sponsorship. In contrast with other competitors Red Bull attract more costumers to its company by growing in 45%marketshare. Accordingly Red Bull has a major influence on its competitors performance in the industry because Red Bull is one of the pioneers in energy drink industry and many companies try to obey and consider Red Bull as benchmark. Industry demand In the energy drink industry, because of the various proper advertisements to encourage people to use and drink energy drinks (giving the image that people can fly) the demand for drinks is increasing. Thus, this is a good point for the company because there are lots of opportunities for every company to fill the current demand and rivalry tend to reduce in the industry, also there is space for everyone to jump in enter the industry (growing stage), and the profit of the company is going to increase which is a goal that every company is seeking it. Buyers Having strong and stable costumers are suppliers and producers concerns, producers like to have costumers with large quantity level of ordering and stable financial status basically in energy drink industry especially Red Bull costumers (buyers) are wholesalers and big retailers. These buyers buy the energy drinks through the company or its representatives, and resell them to supermarket, bars, restaurants and end users. Red Bull faces buyers with high level of bargaining power, and it is real risk for Red Bull. Main reasons for this high bargaining power of buyers in this case are; the switching costs in the energy drink industry are very low. So, Red Bull buyers can switch from Red Bull to other energy drink companies which produce it with lower prices without any difficulty. Also, in most cases energy drink buyers (retailers and wholesalers) purchase products in large quantities, and it is obvious that the more buying in quantity, the more bargaining power the buyer has. So they c an use their power to reduce the cost of energy drinks. Suppliers The bargaining power of suppliers is the same story like bargaining power of buyers but from other side. Red Bull company has both kind of suppliers as bargaining power, some very strong and others weak, so they can balance between them. For instance, the supplier of Glucuronolactone is Glaxo Smithkline Company. Red Bull energy drink buys their Glucurnopolacton inputs from this company. So the bargaining power of this supplier is very high on Red Bull. But the other ingredients are assembled from several small suppliers, and Red Bull has the bargaining power on them. Also, Red Bull has many channels and substitutes suppliers for its normal raw materials, so they can switch from any supplier to cheaper and more flexible one. Substitutes All producers always carry the concern of substitute products for their products and always looking for ways to protect and survive themselves from this phenomenon. Energy drink industry isnt an exception, so players in this industry always try to keep level of quality high, convenience price and other thing which may make costumers more satisfy. Coffee industry can be a threat for energy drinks because of the existing caffeine in coffee and it can be a powerful potential product substitute for energy drink. Therefore, Red bull must take care of its pricing strategy and product quality to keep its costumers and satisfy them more day by day which they were successful due to reports not only Red Bull could protect its products against other substitutes but also, they have increased in their market share in US market by 45% . Industry Analysis and Peer Review Industry Characteristics Beverage industry is divided into many categories such as alcoholic vs. non alcoholic, (hard vs. soft drinks) and within soft drinks still there is other segmentation such as carbonated soft drink (CSD) and non carbonated soft drink. Carbonated Energy Drinks account for less than half of the total volume. This figure is heavily skewed however by the popularity of still brands in Asia (Canadean Press release) According to Beverage Digest, in 2004 the U.S. non-alcoholic refreshment market totaled 14 billion cases (192-oz). Carbonated soft drinks made up 73.1% of the total with non-carbonated products comprising 13.7% and packaged bottled water accounting for 13.2%. Americans spent roughly $92.9 billion annually on refreshment beverages. Energy drink is a relatively new product introduced in 80s and has been growing noticeably with the market more than doubling in size since 1998 (Canadean Press release). The following chart is evidence of this inevitable growth and the attraction of this growth for drink manufacturer. The industry has been experiencing a significant growth and still growing at the speed that draws the big players in soft like Coca Cola drink to enter to this high margin business. Food and beverage market are critical enough that out of 100 new product development 90 NPD fails. The failure results from a poor interpretation of consumers trend and translation of those to opportunities. Austrian company, Red Bull, as a pioneer trend settler has made its fortune from their unique strategies in advertising, marketing and other products characteristics such as Packaging, Flavor, color and Product claim. Global consumption According to Beverage digest report, Asia is the largest leading market in consumption of energy drinks followed by Western Europe and North America as the second and third markets. Asia has been loosing some of 20% of its market share is past 6 years. However, this decline has been offset by the second and third market mainly due to the steady growth in market of carbonated E.D in North America. North American market is now almost 40 times greater than it was in 1998 Peer Review In North America today more than 200 energy drinks existed in US. According to bevNET.com, after a rigorous marketing research the best energy drinks are AMP by Pepsi Cola, KMX Red by Coca-Cola Company Red Bull by Red Bull North America. Red Bulls market dominance seems assured. No other competitors have either the distribution channels or, more importantly, the posture of rebellious infamy to be considered real threats. Year 2001, in UK energy drinks market 21 new drinks have been introduced that would have force the red bull into a competition. However, red bull can still enjoy being a market leader. In the following table there are representations of top 14 non- alcoholic markets where some of them are in the specific market of the energy drinks. Coca-Cola(Juice, Soft Drinks, Water) ($21bn) Suntory(Water, Soft Drinks) ($4.4bn) Nestle(Coffee, Soft Drinks, Water) ($19bn) Starbucks(Coffee) ($4.0bn) PepsiCo(Juice, Soft Drinks, Water) ($10bn) Sara Lee(Coffee) ($2.7bn) Kraft Foods(Coffee, Powdered Drinks) ($4.6bn) Tchibo(Coffee) ($2.7bn) Unilever(Tea ) ($4.5bn) Red Bull(Energy Drinks) ($1.6bn) Cadbury Schweppes(Soft Drinks) ($4.5bn) Cott Corp(Juice, Soft Drinks) ($1.4bn) Danone(Soft Drinks, Water) ($4.5bn) Ocean Spray Source: http://www.mind-advertising.com/sectors/sector_softdrinks.htm Industry Life Cycle Energy drinks were originally pioneered by Asian companies, but they became popular in Europe the late 80s with the arrival of Red Bull. There are more than 200 energy drinks existed in US market only and this figure is increasing due to the high margin of this business. In 2004, carbonated soft drinks posted the growth of 1% which is unlike its usual trend, case of growing 2% to 4%. Noticeably, this inevitable growth was driven by Diet and Energy drinks. While other carbonated drinks posted volume change of one Digit, brands like Red Bull and Hansen Natural reported the 45% and 56% of positive volume change in 2004. The market, now estimated to be worth $10 million, has been predicted to grow to $300 million or even as much as $2 billion in the next few years. Double digit growth in the market is the main factor contributing to Energy drinks life cycle in its embryonic phase (growth). Since the market is not old enough, the number of players are increasing and even the Coca Cola and Pepsi are the new entrant which add to the well-built assumption of embryonic phase. Brand loyalty and high expectations are still questionable in this stage and its because the consumers are still exposing to new products and new claims. Thus, players are fighting for product feature extension such as low-carbs and sugar free plus new products claims such as improve concentration, reaction time and endurance. After introduction of Red Bull in late 80s, industry went to an introduction phase. By 1998, the size of the industry doubled and still growing with a fast pace following highlighted area in the graph is an approximate stage of the life cycle at the moment. Internal Analysis Value Chain Primary Activity: Inbound outbound logistics Logistical issues at Red Bull in of high importance. Due to the fact that all ingredients in the Red Bull drink is synthetically made by pharmaceutical companies, they make sure that their products are carefully handled to maintain the quality and avoid unnecessary costs. Red Bull always makes sure that they align with premium logistics provider to achieve their strategic goals. Red Bull aims to have web-based visibility on their supply chain, thus they base their logistical activities or selection on: Flexible warehouse network Transportation management capabilities Strong information technology offering With 1,600 employees working for Red Bull world wide (Gulf News, Red Bull plans to set up Dubai plant), Red Bull required those standards as they are experiencing year-after-year of high growth, which make the inventory forecasting and management challenging. That is why logistical issues have become increasingly important, and that is why they choose to outsource the logistics to companies that can comply with their network of multi-client warehouses needs (Red Bull OH Logistics). Interestingly, Red Bull uses small distributors in small regional markets, if those small distributors dont perform up to Red Bulls standards they establish a warehouse and push young people to stuff their vans with Red Bulls product and distribute it every where. This way, the small distributors generally break even within three months and are profitable within six (A Bulls Market The marketing of Red Bull Energy Drink). Primary Activity: Operations There is little information about the operations process of Red Bull. However we will enlighten you with the contents and brief information about the packaging company that Red Bull deals with. The great product which is provided by Red Bull one of its main elements of success. Known for improving performance, improving concentration and reaction speed, improving vigilance, improving emotional status and stimulating metabolism, Red Bulls secret is in its ingredients. The ingredients in each Red Bull drink (250ml) consist of: Taurine (1000mg) Glucuronolacton (600mg) Caffeine (80mg) Niacin (20mg) Vitamin B6 (5mg) Pantothenic Acid (5mg) Vitamin B12 (0.005mg) According to Red Bull, It is a combination of all the ingredients together, which result in Red Bulls benefits (Red Bull, Ingredients).. The packaging process of Red Bull is fully done in Austria. And the supplier of Red Bulls cans is Rexam, and they are considered to be the worlds largest provider of beverage cans. Rexam manufactures different types of cans for different industries, however almost half of their revenues come from Coca-Cola and Pepsi Cola. Moreover, industry estimates present that Rexam gained about $22 million from the sales of Red Bull cans (How Does Red Bull Package Its Product?). Primary Activity: Marketing and Sales: With the control of 70% of the à ¢Ã¢â‚¬Å¡Ã‚ ¤1.6 billion market (about à ¢Ã¢â‚¬Å¡Ã‚ ¤1.12 billion), Red Bull has achieved all of this through intensive unconventional marketing strategies. Targeting young people, mainly the Y-generation, Red Bull has utilized eccentric marketing tools that has extremely effective on the target market. The strategy of sponsoring local activities like the Red Bull music academy in the USA, parachuting in South Africa, Go-Karts in Kuwait, and many more in different countries has achieved its target of attracting its target market which gets excited when viewing such sports. Some of the strategies used for marketing Red Bull include: Using pick-up trucks as mobile displays, painted blue and silver with a giant can of the drink mounted on top of the vehicle. Designed to be eye-catching, these devices were aimed at promoting the red bull brand as youthful and slightly off-the-wall. Cans of the drink were also given out free to people on the street who had been identified as being in need of energy. Red Bull was given to club DJs, empty cans would also be left on tables in hot spots such as trendy bars, clubs and pubs. Secondary Activity: Technology The information about the technology that Red Bull uses was quite scares. However we could safely say that Red Bull little activity done on their RD side because Red Bull does enjoy any sort of economies of scale. Red Bull has only one main product, which is the Red Bull energy drink and recently they introduced the new Red Bull energy drink sugar-free. Hence, the main difference between the original Red Bull drink and the sugar-free drink is that it has 0g of sucrose and 0g of glucose, where the original product has 21.5g of sucrose and 5.25g of glucose. Moreover, each sugar-free drink has only 8 calories (EU)/ 10 calories (USA), yet it does not loose any of its energetic effects (Red Bull, Ingredients). Secondary Activity: Human Recourse Red Bull is famous for practicing what they preach, especially when it comes to recruitment. Due to the fact that Red Bull promotes their product as a Hip and young product, they make sure to recruit staffs that are young, in touch with youth culture, dynamic and innovative. For example, they achieve that by recruiting university students as student brand managers to promote its product among young student groups (What Sort of People Work For Red Bull?). However their recruiting does not happen by Red Bull themselves, but they makes sure that it is implemented by all of the outsourced activities. However, it is known that most of Red Bulls 1,600 employees are marketing experts and are the real movers of the Red Bull drink (Marketing Eye, Red Bull Car). Group Customers and Market Segmentation As it is known any successful company should have a certain customer group. The customers that were targeted by Red Bull were the ones that were looking for excitement, alertness, and concentration depending on the age, status, and lifestyle. Four consumer categories were Red Bulls target under the age of 16-30: students, club people, sport people, and employees. College students were the main target of Red Bull. Since college students look for something that would enhance their concentration on doing their assignments and projects, and staying overnight for studying for exams then Red Bull is the best solution for them. It would improve their concentration in their studying Moreover; Red Bull has used this group to enhance their promotion. According to Biz/ed, throw parties those students were emboldened to market the product in the campuses of the universities as what they call them student brand managers. Those students collect the information and make a report of a market data research to the company. Depending on that strategy and the youth generation (high school and colleges students), Red Bull was able to spread the reputation and the popularity of the drink and concentrating on supplying the product rather than applying the traditional marketing ways of promotion (A Look at a Key Feature of Red Bulls Business). The second category of Red Bull customers are the night club people, since the drink has some substances that would increase the persons emotional status. Moreover, Red Bull is offered in the nightclubs depending on the cultural background. For example, nightclubs in Dubai offer Red Bull for the people who do not drink alcohol like the Muslims, which made it a major substitute for alcohol to that group. However, Red Bull is still individually mixed with alcohol to create both the Red Bull highness and the alcohol sensation. Furthermore, Red Bull has also made music events for those groups of customers like the Red Bull Music Academy in 2005 in Seattle, Washington in the United States. (Red Bull Music Academy 2005) For the physical exertion that the drink offers, Red Bull has also promoted the product for the sport people. Among those people, there are the athletes, the racing drivers, the airborne-sport people, water-sport people, the bikers, the skateboarders, and the skiers. Red Bull highly endorsed this group with many sport festivals, and one of the famous one among those is the Red Bull Dolomite Man that took place in Austria in 2005. (Red Bull Dolomite Man) Red Bulls minor groups are the white-collar and the blue-collar workers. Red Bull can support white-collar workers to concentrate more on the job to improve their performance, and it would also help them stay overnight if he or she needed. The drink would also allow the blue-collar workers to work extra hours with out the feeling of exhaustions for the physical exertion that the drink provides. However, Red Bull did not concentrate on this group, so there were no special efforts directed towards them. Within the four groups, there a considerable amount of customers who look for diet product. For that category, Red Bull produced the sugar-free Red Bull to combine the diet customers with rest of the customers that are within the four groups. Business Level and Generic Strategy In the generic strategy Red Bull there are two views, there is a generic strategy from energy drink market perspective, and there is a generic strategy from soft drink market perspective. From the energy drink market perspective, since Red Bull has few economies of scope, the strategy adopted by Red Bull to follow is differentiation. The price of the drink is about 5Dhs in the UAE, which shows the clear differentiation of the product, especially in a market where every body is competing on the same customer segment. According to Biz/ed, Red Bull was able to build a strong brand image through: using Red Bull cars that had big cans on them, giving free cans to people, and providing Red Bull cans to club DJs (A Look at a Key Feature of Red Bulls Business). This strategy made Red Bull to be the market leader of 70% market in the energy drink market. From the soft drink market industry wide perspective Red Bull applies the Focused-differentiation generic strategy. Red Bull has a very good brand image in terms of soft drinks industry. The drink can only maintain this image through focus-differentiating the product by separating their customers according to the demography (age, lifestyle, culture) and the geography, since the industry has many aggressive competitors with a powerful brand image like Coca Cola and Pepsi. SWOT Strengths Industry leadership Throughout the world, Red bull is the leader in the energy drinks market with annual sales of billion dollars. According to the statistics, in year 2003 red bull achieved 80% brand share of the energy drinks market in the UK. Also in the Europe, they produce two-thirds of overall volume in the region. Moreover, Red bull is competing in 13 West European countries and is the main leader in 12 of these and other top 20 brands are having only 17% of share. Since year 2000 (compare to 1990s), it has been a clear shakeout, and fewer new brands are launching new products to the market. Furthermore many products offered by leading drink manufacturers could not compete with Red bull in the market, such as Coca-Colas Burn. (Red Bull SWOT Analysis) Marketing capabilities The successful marketing strategies and consumer awareness of Red bull introduced stimulation drink

Censoring Our Students :: Argumentative, Legal Issues, Social Issues

â€Å"Students do not shed their constitutional rights to freedom of speech or expression at the schoolhouse gates.† --Justice William Brennan For many years it has been debated whether students have the same amendment rights as any other person in the world. Many would say that they do not. They would say that by taking away those state given rights they are protecting the students from being exposed to negative things. Unfortunately the only thing that is being accomplished by this overprotection is the lack of understanding of the world they will soon be facing. â€Å"Why not stand firm as a public institution that expresses and explores the complex range of human experiences? Why be diplomatic and apologetic about the fact that we do not shy away from difficult, challenging, and complex topics? (Durbin)† There isn’t a more appropriate statement. Why not stand firm? Prepare students for the real world. Teach them how to survive. By censoring out issues or only allowing limited discussions of high profile topics, students are not being exposed to life skills that are crucial to the real world. Therefore setting them up for failure.   Ã‚  Ã‚  Ã‚  Ã‚  The American public schools, for many years, have been faced with the problem of censorship. Many such problems have been fostered by groups who question the use of instructional materials that do not meet their moral, religious, political, cultural, or ethic values (Sherrow 38). By censoring topics such as homosexuality, religion, sex, racial issues, and other taboo topics it is not allowing the growth and expansion of student’s minds.

Consider the ways in which Margaret Atwood Essay

   â€Å"I used to dress like that. That was freedom† / I’m looking down, at the sidewalk, mesmerised by the woman’s feet† This however is countered by â€Å"We are fascinated, but also repelled. They seem undressed. It has taken so little time to change our minds, about things like this† This clear distinction between how she’s expected to feel and how she actually feels becomes distorted as we are unable to define where one starts and the ends. This however is not the first time and this help gain interest into Offred, as one wonders how much she’s begging to believe what she’s being told. This is one of the defining aspects of the novel during the opening chapters as Offred’s characters is never directly revealed to the reader as she sways between survival and ambition. As each chapter unfolds we are offered more into the feelings of Offred into the society of Gilead however it is often difficult to determine what comes from herself and what is simply repeated from the Aunts. The Japanese also act as a way for Atwood to ask of Offred what the reader clearly wants to ask; â€Å"Are you happy†. To this Offred eventually answers â€Å"Yes, we are very happy† however by the text surrounding her answer it is clear to the reader how she really feels. This novel is at heart an exploration of individuality and the need in human nature to express one’s own personality through freedom of thought and speech. In order to complete this at an effective level Atwood has had to create Gilead, a society with a complete blindness to the needs of its individuals, for reasons that become apparent as the novel continues. The severity of Gilead’s members’ loss of control over their own lives is highlighted by Atwood on many occasions during the first 5 sections. â€Å"She wanted me to feel as that I could not come in the house unless she said so. There is much push and shove over such toehold these days. † This quote appears shortly after Offred offers a description of the Commander’s wife in her past, as a television celebrity. â€Å"she could smile and cry at the same time, one tear or two sliding gracefully down her cheek, as if on cue†. The stark contrast between the later quote and the action of Serena Joy once under the control of Gilead offers insight into how the society has affected the lives of everybody, not only the handmaid, as everyone makes a desperate grab for some form of power. Atwood chooses not to give the handmaid a name during the first 5 chapters and this helps distance her from the reader and re-iterate her lack of individuality. This creates interest as the reader questions firstly whether she has a name and secondly what her motives are for not telling us, is she ashamed, afraid? We know from her time at the red centre that names were very precious to them, maybe they’re considered unnecessary for a woman of her position. This adds further mystery to her tale and encourages the reader to continue so that they can understand more into the society. The extremety of Atwood’s fictional society takes the novel into an area often described as Sci-fi, here though, we are shown Atwood’s most important trait; the incredible personalised style of writing associated with her novels. This, alone, is what separates â€Å"The handmaid’s tale† from other books of a similar concept, as by using a first person perspective Atwood is able to explore rather then describe Gilead and therefore the society appears more definite and believable, all of which helps the novel become more interesting during the opening 5 sections. Many details into the society are left undescribed, we know of an existing war through the talk of the frontline, ration books and the loss of Central America to the â€Å"Libertheos†, however Offred never offers more than this. It appears as though this is because Offred expects to know a certain amount into the society of Gilead already, as though we are expected to read this book in the aftermath of the society. A secret diary almost The readers interest is maintained throughout the opening 5 chapters by masking the character of Offred, Giving hints towards a possible escape or ending in another manner and by slowly introducing an unusual society which has clearly developed in America from the present existing population. Offred’s character is masked by; Not introducing the reader to her by name, quoting the opinions of others in order to create confusion as to what she truly believes, contrasting her past actions and beliefs with those actions in which she participates in the present and that which she feels now. The hints into escape, of some form, are offered in two main forms; Through her understanding of the actions of others in order to end their own life and her seeming acceptance of the reasoning behind it and her continued rebellious nature in always looking for a way to break and bend rules. The society unfolds in front of the reader in a mixture of normality and genuine discontentment, prompting the question How, When and Why? All this ensures one’s desire to discover more into the life of Offred, the society she lives in and her intentions for the future. Tom Smith 2002 Show preview only The above preview is unformatted text This student written piece of work is one of many that can be found in our GCSE Margaret Atwood section.

The 31 Literary Devices You Must Know

The 31 Literary Devices You Must Know SAT / ACT Prep Online Guides and Tips Need to analyze The Scarlet Letter or To Kill a Mockingbird for English class, but fumbling for the right vocabulary and concepts for literary devices? You’ve come to the right place. To successfully interpret and analyze literary texts, you’ll first need to have a solid foundation in literary terms and their definitions. In this article, we'll help you get familiar with most commonly used literary devices in prose and poetry. We'll give you a clear definition of each of the terms we discuss along with examples of literary elements and the context in which they most often appear (comedic writing, drama, or other). Before we get to the list of literary devices, however, we have a quick refresher on what literary devices are and how understanding them will help you analyze works of literature. What Are Literary Devices and Why Should You Know Them? Literary devices are techniques that writers use to create a special and pointed effect in their writing, to convey information, or to help readers understand their writing on a deeper level. Often, literary devices are used in writing for emphasis or clarity. Authors will also use literary devices to get readers to connect more strongly with either a story as a whole or specific characters or themes. So why is it important to know different literary devices and terms? Aside from helping you get good grades on your literary analysis homework, there are several benefits to knowing the techniques authors commonly use. Being able to identify when different literary techniques are being used helps you understand the motivation behind the author's choices. For example, being able to identify symbols in a story can help you figure out why the author might have chosen to insert these focal points and what these might suggest in regard to her attitude toward certain characters, plot points, and events. In addition, being able to identify literary devices can make a written work's overall meaning or purpose clearer to you. For instance, let's say you're planning to read (or re-read) The Lion, the Witch, and the Wardrobe by C.S. Lewis. By knowing that this particular book is a religious allegory with references to Christ (represented by the character Aslan) and Judas (represented by Edmund), it will be clearer to you why Lewis uses certain language to describe certain characters and why certain events happen the way they do. Finally, literary techniques are important to know because they make texts more interesting and more fun to read. If you were to read a novel without knowing any literary devices, chances are you wouldn't be able to detect many of the layers of meaning interwoven into the story via different techniques. Now that we've gone over why you should spend some time learning literary devices, let's take a look at some of the most important literary elements to know. List of Literary Devices: 31 Literary Terms You Should Know Below is a list of literary devices, most of which you’ll often come across in both prose and poetry. We explain what each literary term is and give you an example of how it's used. This literary elements list is arranged in alphabetical order. Allegory An allegory is a story that is used to represent a more general message about real-life (historical) issues and/or events. It is typically an entire book, novel, play, etc. Example: George Orwell’s dystopian book Animal Farm is an allegory for the events preceding the Russian Revolution and the Stalinist era in early 20th century Russia. In the story, animals on a farm practice animalism, which is essentially communism. Many characters correspond to actual historical figures: Old Major represents both the founder of communism Karl Marx and the Russian communist leader Vladimir Lenin; the farmer, Mr. Jones, is the Russian Czar; the boar Napoleon stands for Joseph Stalin; and the pig Snowball represents Leon Trotsky. Alliteration Alliteration is a series of words or phrases that all (or almost all) start with the same sound. These sounds are typically consonants to give more stress to that syllable. You’ll often come across alliteration in poetry, titles of books and poems (Jane Austen is a fan of this device, for example- just look at Pride and Prejudice and Sense and Sensibility), and tongue twisters. Example: "Peter Piper picked a peck of pickled peppers." In this tongue twister, the "p" sound is repeated at the beginning of all major words. Allusion Allusion is when an author makes an indirect reference to a figure, place, event, or idea originating from outside the text. Many allusions make reference to previous works of literature or art. Example: "Stop acting so smart- it’s not like you’re Einstein or something." This is an allusion to the famous real-life theoretical physicist Albert Einstein. Anachronism An anachronism occurs when there is an (intentional) error in the chronology or timeline of a text. This could be a character who appears in a different time period than when he actually lived, or a technology that appears before it was invented. Anachronisms are often used for comedic effect. Example: A Renaissance king who says, "That’s dope, dude!" would be an anachronism, since this type of language is very modern and not actually from the Renaissance period. Anaphora Anaphora is when a word or phrase is repeated at the beginning of multiple sentences throughout a piece of writing. It's used to emphasize the repeated phrase and evoke strong feelings in the audience. Example: A famous example of anaphora is Winston Churchill's "We Shall Fight on the Beaches" speech. Throughout this speech, he repeats the phrase "we shall fight" while listing numerous places where the British army will continue battling during WWII. He did this to rally both troops and the British people and to give them confidence that they would still win the war. Anthropomorphism An anthropomorphism occurs when something nonhuman, such as an animal, place, or inanimate object, behaves in a human-like way. Example: Children's cartoons have many examples of anthropomorphism. For example, Mickey and Minnie Mouse can speak, wear clothes, sing, dance, drive cars, etc. Real mice can't do any of these things, but the two mouse characters behave much more like humans than mice. Asyndeton Asyndeton is when the writer leaves out conjunctions (such as "and," "or," "but," and "for") in a group of words or phrases so that the meaning of the phrase or sentence is emphasized. It is often used for speeches since sentences containing asyndeton can have a powerful, memorable rhythm. Example: Abraham Lincoln ends the Gettysburg Address with the phrase "...and that government of the people, by the people, for the people shall not perish from the Earth." By leaving out certain conjunctions, he ends the speech on a more powerful, melodic note. Colloquialism Colloquialism is the use of informal language and slang. It's often used by authors to lend a sense of realism to their characters and dialogue. Forms of colloquialism include words, phrases, and contractions that aren't real words (such as "gonna" and "ain’t"). Example: "Hey, what’s up, man?" This piece of dialogue is an example of a colloquialism, since it uses common everyday words and phrases, namely "what’s up" and "man." Epigraph An epigraph is when an author inserts a famous quotation, poem, song, or other short passage or text at the beginning of a larger text (e.g., a book, chapter, etc.). An epigraph is typically written by a different writer (with credit given) and used as a way to introduce overarching themes or messages in the work. Some pieces of literature, such as Herman Melville’s 1851 novel Moby-Dick, incorporate multiple epigraphs throughout. Example: At the beginning of Ernest Hemingway’s book The Sun Also Rises is an epigraph that consists of a quotation from poet Gertrude Stein, which reads, "You are all a lost generation," and a passage from the Bible. Epistrophe Epistrophe is similar to anaphora, but in this case, the repeated word or phrase appears at the end of successive statements. Like anaphora, it is used to evoke an emotional response from the audience. Example: In Lyndon B. Johnson's speech, "The American Promise," he repeats the word "problem" in a use of epistrophe: "There is no Negro problem. There is no Southern problem. There is no Northern problem. There is only an American problem." Hemingway, deep in thought about what quotation to choose for his epigraph. Euphemism A euphemism is when a more mild or indirect word or expression is used in place of another word or phrase that is considered harsh, blunt, vulgar, or unpleasant. Example: "I’m so sorry, but he didn’t make it." The phrase "didn’t make it" is a more polite and less blunt way of saying that someone has died. Flashback A flashback is an interruption in a narrative that depicts events that have already occurred, either before the present time or before the time at which the narration takes place. This device is often used to give the reader more background information and details about specific characters, events, plot points, and so on. Example: Most of the novel Wuthering Heights by Emily Brontà « is a flashback from the point of view of the housekeeper, Nelly Dean, as she engages in a conversation with a visitor named Lockwood. In this story, Nelly narrates Catherine Earnshaw's and Heathcliff's childhoods, the pair's budding romance, and their tragic demise. Foreshadowing Foreshadowing is when an author indirectly hints at- through things such as dialogue, description, or characters’ actions- what’s to come later on in the story. This device is often used to introduce tension to a narrative. Example: Say you’re reading a fictionalized account of Amelia Earhart. Before she embarks on her (what we know to be unfortunate) plane ride, a friend says to her, "Be safe. Wouldn’t want you getting lost- or worse." This line would be an example of foreshadowing because it implies that something bad ("or worse") will happen to Earhart. Hyperbole Hyperbole is an exaggerated statement that's not meant to be taken literally by the reader. It is often used for comedic effect and/or emphasis. Example: "I’m so hungry I could eat a horse." The speaker will not literally eat an entire horse (and most likely couldn’t), but this hyperbole emphasizes how starved the speaker feels. Imagery Imagery is when an author describes a scene, thing, or idea so that it appeals to our senses (taste, smell, sight, touch, or hearing). This device is often used to help the reader clearly visualize parts of the story by creating a strong mental picture. Example: Here’s an example of imagery taken from William Wordsworth’s famous poem "I Wandered Lonely as a Cloud": When all at once I saw a crowd,A host of golden Daffodils;Beside the Lake, beneath the trees,Fluttering and dancing in the breeze. Irony Irony is when a statement is used to express an opposite meaning than the one literally expressed by it. There are three types of irony in literature: Verbal irony: When someone says something but means the opposite (similar to sarcasm). Situational irony: When something happens that's the opposite of what was expected or intended to happen. Dramatic irony: When the audience is aware of the true intentions or outcomes, while the characters are not. As a result, certain actions and/or events take on different meanings for the audience than they do for the characters involved. Examples: Verbal irony: One example of this type of irony can be found in Edgar Allan Poe’s "The Cask of Amontillado." In this short story, a man named Montresor plans to get revenge on another man named Fortunato. As they toast, Montresor says, "And I, Fortunato- I drink to your long life." This statement is ironic because we the readers already know by this point that Montresor plans to kill Fortunato. Situational irony: A girl wakes up late for school and quickly rushes to get there. As soon as she arrives, though, she realizes that it’s Saturday and there is no school. Dramatic irony: In William Shakespeare's Romeo and Juliet, Romeo commits suicide in order to be with Juliet; however, the audience (unlike poor Romeo) knows that Juliet is not actually dead- just asleep. Poe was a fan of irony- and ravens. Juxtaposition Juxtaposition is the comparing and contrasting of two or more different (usually opposite) ideas, characters, objects, etc. This literary device is often used to help create a clearer picture of the characteristics of one object or idea by comparing it with those of another. Example: One of the most famous literary examples of juxtaposition is the opening passage from Charles Dickens’ novel A Tale of Two Cities: "It was the best of times, it was the worst of times, it was the age of wisdom, it was the age of foolishness, it was the epoch of belief, it was the epoch of incredulity, it was the season of Light, it was the season of Darkness, it was the spring of hope, it was the winter of despair †¦" Malapropism Malapropism happens when an incorrect word is used in place of a word that has a similar sound. This misuse of the word typically results in a statement that is both nonsensical and humorous; as a result, this device is commonly used in comedic writing. Example: "I just can't wait to dance the flamingo!" Here, a character has accidentally called the flamenco (a type of dance) the flamingo (an animal). Metaphor/Simile Metaphors are when ideas, actions, or objects are described in non-literal terms. In short, it’s when an author compares one thing to another. The two things being described usually share something in common but are unalike in all other respects. A simile is a type of metaphor in which an object, idea, character, action, etc., is compared to another thing using the words "as" or "like." Both metaphors and similes are often used in writing for clarity or emphasis. Examples: "What light through yonder window breaks? It is the east, and Juliet is the sun." In this line from Romeo and Juliet, Romeo compares Juliet to the sun. However, because Romeo doesn’t use the words "as" or "like," it is not a simile- just a metaphor. "She is as vicious as a lion." Since this statement uses the word "as" to make a comparison between "she" and "a lion," it is a simile. Metonym A metonym is when a related word or phrase is substituted for the actual thing to which it's referring. This device is usually used for poetic or rhetorical effect. Example: "The pen is mightier than the sword." This statement, which was coined by Edward Bulwer-Lytton in 1839, contains two examples of metonymy: "the pen" refers to "the written word," and "the sword" refers to "military force/violence." Mood Mood is the general feeling the writer wants the audience to have. The writer can achieve this through description, setting, dialogue, and word choice. Example: Here's a passage from J.R.R. Tolkien's The Hobbit: "It had a perfectly round door like a porthole, painted green, with a shiny yellow brass knob in the exact middle. The door opened on to a tube-shaped hall like a tunnel: a very comfortable tunnel without smoke, with panelled walls, and floors tiled and carpeted, provided with polished chairs, and lots and lots of pegs for hats and coats the hobbit was fond of visitors." In this passage, Tolkien uses detailed description to set create a cozy, comforting mood. From the writing, you can see that the hobbit's home is well-cared for and designed to provide comfort. Onomatopoeia Onomatopoeia is a word (or group of words) that represents a sound and actually resembles or imitates the sound it stands for. It is often used for dramatic, realistic, or poetic effect. Examples: Buzz, boom, chirp, creak, sizzle, zoom, etc. Oxymoron An oxymoron is a combination of two words that, together, express a contradictory meaning. This device is often used for emphasis, for humor, to create tension, or to illustrate a paradox (see next entry for more information on paradoxes). Examples: Deafening silence, organized chaos, cruelly kind, insanely logical, etc. The Penrose stairs = a classic example of a paradox. Are they going up or down?! Paradox A paradox is a statement that appears illogical or self-contradictory but, upon investigation, might actually be true or plausible. Note that a paradox is different from an oxymoron: a paradox is an entire phrase or sentence, whereas an oxymoron is a combination of just two words. Example: Here's a famous paradoxical sentence: "This statement is false." If the statement is true, then it isn’t actually false (as it suggests). But if it’s false, then the statement is true! Thus, this statement is a paradox because it is both true and false at the same time. Personification Personification is when a nonhuman figure or other abstract concept or element is described as having human-like qualities or characteristics. (Unlike anthropomorphism where non-human figures become human-like characters, with personification, the object/figure is simply described as being human-like.) Personification is used to help the reader create a clearer mental picture of the scene or object being described. Example: "The wind moaned, beckoning me to come outside." In this example, the wind- a nonhuman element- is being described as if it is human (it "moans" and "beckons"). Repetition Repetition is when a word or phrase is written multiple times, usually for the purpose of emphasis. It is often used in poetry (for purposes of rhythm as well). Example: When Lin-Manuel Miranda, who wrote the score for the hit musical Hamilton, gave his speech at the 2016 Tony’s, he recited a poem he’d written that included the following line: And love is love is love is love is love is love is love is love cannot be killed or swept aside. Satire Satire is genre of writing that criticizes something, such as a person, behavior, belief, government, or society. Satire often employs irony, humor, and hyperbole to make its point. Example: The Onion is a satirical newspaper and digital media company. It uses satire to parody common news features such as opinion columns, editorial cartoons, and click bait headlines. Soliloquy A type of monologue that's often used in dramas, a soliloquy is when a character speaks aloud to himself (and to the audience), thereby revealing his inner thoughts and feelings. Example: In Romeo and Juliet, Juliet’s speech on the balcony that begins with, "O Romeo, Romeo! Wherefore art thou Romeo?" is a soliloquy, as she is speaking aloud to herself (remember that she doesn't realize Romeo's there listening!). Symbolism Symbolism refers to the use of an object, figure, event, situation, or other idea in a written work to represent something else- typically a broader message or deeper meaning that differs from its literal meaning. The things used for symbolism are called "symbols," and they’ll often appear multiple times throughout a text, sometimes changing in meaning as the plot progresses. Example: In F. Scott Fitzgerald’s 1925 novel The Great Gatsby, the green light that sits across from Gatsby’s mansion symbolizes Gatsby’s hopes and dreams. Synecdoche A synecdoche is a literary device in which part of something is used to represent the whole, or vice versa. It's similar to a metonym (see above); however, a metonym doesn't have to represent the whole- just something associated with the word used. Example: "Help me out, I need some hands!" In this case, "hands" is being used to refer to people (the whole human, essentially). Tone While mood is what the audience is supposed to feel, tone isthe writer or narrator's attitude towards a subject. A good writer will always want the audience to feel the mood they're trying to evoke, but the audience may not always agree with the narrator's tone, especially if the narrator is an unsympathetic character or has viewpoints that differ from those of the reader. Example: In an essay disdaining Americans and some of the sites they visit as tourists, Rudyard Kipling begins with the line, "Today I am in the Yellowstone Park, and I wish I were dead." If you enjoy Yellowstone and/or national parks, you may not agree with the author's tone in this piece. Time to become your own Sherlock Holmes! How to Identify and Analyze Literary Devices: 4 Tips In order to fully interpret pieces of literature, you have to understand a lot about literary devices in the texts you read. Here are our top tips for identifying and analyzing different literary techniques: Tip 1: Read Closely and Carefully First off, you’ll need to make sure that you’re reading very carefully. Resist the temptation to skim or skip any sections of the text. If you do this, you might miss some literary devices being used and, as a result, will be unable to accurately interpret the text. If there are any passages in the work that make you feel especially emotional, curious, intrigued, or just plain interested, check that area again for any literary devices at play. It’s also a good idea to reread any parts you thought were confusing or that you didn't totally understand on a first read-through. Doing this ensures that you have a solid grasp of the passage (and text as a whole) and will be able to analyze it appropriately. Tip 2: Memorize Common Literary Terms You won’t be able to identify literary elements in texts if you don’t know what they are or how they’re used, so spend some time memorizing the literary elements list above. Knowing these (and how they look in writing) will allow you to more easily pinpoint these techniques in various types of written works. Tip 3: Know the Author’s Intended Audience Knowing what kind of audience an author intended her work to have can help you figure out what types of literary devices might be at play. For example, if you were trying to analyze a children’s book, you'd want to be on the lookout for child-appropriate devices, such as repetition and alliteration. Tip 4: Take Notes and Bookmark Key Passages and Pages This is one of the most important tips to know, especially if you're reading and analyzing works for English class. As you read, take notes on the work in a notebook or on a computer. Write down any passages, paragraphs, conversations, descriptions, etc., that jump out at you or that contain a literary device you were able to identify. You can also take notes directly in the book, if possible (but don’t do this if you’re borrowing a book from the library!). I recommend circling keywords and important phrases, as well as starring interesting or particularly effective passages and paragraphs. Lastly, use sticky notes or post-its to bookmark pages that are interesting to you or that have some kind of notable literary device. This will help you go back to them later should you need to revisit some of what you’ve found for a paper you plan to write. What’s Next? Looking for more in-depth explorations and examples of literary devices? Join us as we delve into imagery, personification, rhetorical devices, tone words and mood, and different points of view in literature, as well as some more poetry-specific terms like assonance and iambic pentameter. Reading The Great Gatsby for class or even just for fun? Then you'll definitely want to check out our expert guides on the biggest themes in this classic book, from love and relationships to money and materialism. Got questions about Arthur Miller's The Crucible? Read our in-depth articles to learn about the most important themes in this play and get a complete rundown of all the characters. For more information on your favorite works of literature, take a look at our collection of high-quality book guides and our guide to the 9 literary elements that appear in every story! Want to improve your SAT score by 160 points or your ACT score by 4 points? We've written a guide for each test about the top 5 strategies you must be using to have a shot at improving your score. 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