Chilean Copper Mine Collapse and Rescue Essay Example for Free

Chilean Copper Mine Collapse and Rescue EssayThe tragedy with the happy ending any started frightful 5, 2010, when the tap collapses 33 actors be trapped at the Chilean copper mine 300 meters at a lower place the ground level. Safety codes require ladders for mines, and the miners attempted get off through the ventilation shaft system, but the ladders were missing. The mining operation soon became known as Camp Hope, for the next 69 days the dry, dusty, work billet would be where fork out workers, officials, authorities, media, friends, and family of the trapped miners would rallying cry home. A small copper operation in northern Chile, owned by Minera San Esteban Primera, is in what many call the driest place on earth, the Atacama Desert. Some years earlier, the mine was shut down because of several accidents, including one death in March 2007.Later, in 2007 the mine reopened and the mine workers went back to mining the copper. In August 2010 when the accident occurred there were two groups of workers in the mine the first group were near the entrance could escape, but the sec group were so deep in the mine escape though the normal entrance was non an option. The workers quickly went to the ventilation shaft system only(prenominal) to find the ladders were not in place as requested in the installs written by the federation of Chilean mining workers and the confederation of copper kit and boodle when the mine reopened. By the time pitch teams could respond these shafts were not accessible because of ground move ment cause by the cave-in.The Chilean government took over the rescue effort on the first day and poured enormous resources into the operation (Kofman). By day two, rescuers had started drilling boreholes in the attempt to locate the miners and allowing listening devices to be move down in efforts to hear if any of the miners had survived. A second collapse causes access to the lower shafts to be blocked and shut down operations. The trapped workers knew that rescue operations were in play because the 33 men could the noises below the ground. With limited food, water, and oxygen supplies officials be not sure if the trapped miners cigaret survive four days in their current conditions. By day 17, eight holes had been bore using equipment that had been brought in because on site there was not ample equipment for a rescue of this magnitude.As one of the drill bits (normally used for oil drilling) returned to surface with a note attached, stating Estamos bien en el refugio, los 33 (English We are well in the shelter, the 33) (Wikipedia, 2010). Receiving this message was the first bit of given hope to the families that the collapse mine victims were all alive and well. This is when all involved began to change the deftness once known as San Jos to Camp Hope. To this point in the rescue operations little talk of choice is the conversation, and this is to prevent false hope or any media mishaps. The authorities ha d given special thought and considerations to all persons involved in the tragedy. Many times is areas such as Copiapo, Chile, the miners, the communitys administrative workers, and rescue personal are either friends or family, so by keeping this in mind the communications had to project that efforts to rescue would not cease until all hope is lost. Preparations for the rescue of the survivors were in operations, and the workers and the family members of the trapped miners needed refuge.Tents and shelters were set-up and become home as authorities announced the rescue could crap several months. During the first 17 days, three plans have been put into place, in the rescue operations. All three of the plans worked in grand scheme of the rescue, in order for the trapped miners to survive this long a plan of survival had to come to play. A trapped shift-supervisor took on the role as survival leader, and gathered the men in a secure room, organizing their supplies with the intent that the few resources they had must last if they were to survive the rescue. Luis Urzula in a position of authority, and the mens trust Urzula he explains ratios and organizes skilled men to go out into the mine shafts to assess the situation. Finally, workers from above can secure two holes, only six inches in diameter, but with the succor of what is known as paloma, everything needed by the men below could be sent. Clothing, food, water, medicine, and sleeping supplies could be sent to the men.The items meant more than just survival, the items helped to establish trust that survival was possible. In the days to follow a small fiber optic video line is snaked down to the men. Each family is given the chance to see and chatter to their loved ones the ability to send and receive messages they receive encouragement. As the end of the month of August grows near, Plan A and Plan B toward rescue are in full operations. The trapped workers now have electricity, running water, fresh air, an d the fiber optic video cable that allows the men to watch live soccer through their tiny TV, reported ABC News.Each of the men was allowed five minutes per day to communicate with their families and open-communications with the rescues. The once completely hopeless situation for all the companys employees and the rescue worker, whether this is the professionals or the friends and families, they now feel the cohesion of the rescue efforts. In all of the communications questions were allowed and encouraged to ensure operations below and above ground were in complete collaborations for the efforts of the success in the rescue and to rejoin these families.September passed and October arrives, the rescue mission continues, in the time that has passed the assembly of batch gave considerable care, and thought to each member of the rescue operation. everywhere the past 60 days, by establishing, a record level of compassion is felt, and a cleave grew to encourage hope. Finally, on Octobe r 12, 2010 the first of the 33 miners was brought up in a rescue capsule, and almost 24 hours later the last trapped miner was brought to safety. The completed group of rescued miners underwent medical and psychological evaluations within seven days of the rescue all 33 were home with their families.REFERENCESSherwell, Philip. (2010). 2010 Copiap mining accident. Retrieved on April 21, 2011. http//en.wikipedia.org/wiki/2010_Copiap%C3%B3_mining_accidentWeik, J. (2010, August 6). Over 30 workers trapped after Chilean copper mine collapse. Metal Bulletin Daily, (224), 65.Kofman, Jeffery. (2010). Trapped Inside the Chilean Mine Collapse. Retrieved on April 19, 2010.http//abcnews.go.com/International/inside-chilean-mine-33-trapped-men/ grade?id=11622729page1

The ancient civilizations of Egypt and China Essay Example for Free

The ancient civilizations of Egypt and China EssayThe ancient civilizations of Egypt and China were very exchangeable in many different aspects. Their governments and their geography were extremely alike and the religions of the two civilizations had only tiny differences. The early Egyptians also had the same concept of writing as the Chinese people who lived across the continent from them. Suprisingly, these two ancient civilizations that existed very far away from each other show a enormous measurement of similarities in almost every area.The government of Ancient Egypt was headed by a office (in the New kingdom, the king assumed the name pharaoh) with absolute power. Different dynasties, or a line of rulers from the same family, would rule Egypt. Each ruler was considered to be a god whose orders were undisputable. However, the government was not only a monarchy it was a theocracy. The king would perform religious rituals to help the harvest because this would ensure pro sperity in Egypt. Likewise, the Chinese government also consisted of an emperor that would belong to a dynasty. Like in Egypt, a dynasty could rule until it would be eventually overthrown. The Chinese kings would also perform religious duties they prayed, sacrificed, gave offerings and used oracle bones to call upon their ancestors. Both the Chinese and the Egyptian governments had similar structure and duties.If one took a look at China and Egypts geography, one would notice that they are quite similar. The immanent barriers of the two civilizations are akin to each other. China has the Pacific Ocean and the Bay of Bengal to protect it from an attack on land. Equally, Egypt has the Mediterranean Sea and the Red Sea as an effective natural barrier against non-naval attacks. Also, deserts protect the two civilizations. eon Egypt has the Libyan and Nubian Deserts, China is equipped with the Gobi Desert. Both China and Egypt have huge rivers located in them. While Egypts pride, the Nile River, is a huge producer of food and life, China has three major rivers, the Huang He, the Chang Jiang, and the Xi Jiang.The ancient Chinese and the ancient Egyptians were both polytheistic, which caused them to be very similar. The Egyptians believed that the gods were normally part human and part animal each gods each played a different role.There were a few main gods that everybody worshipped and at that place were also local gods for different regions of Egypt. Egyptians also believed in a happy afterlife for everybody, in which you could only take along things you were buried with to your afterlife. The early Chinese peoples also believed in many deities and they thought that if they made sacrifices and offerings to their gods, then they would be rewarded. There were gods for everything, like in the Egyptian religion each god would confront something.The ancient civilizations of Egypt and China were very similar. The government in both places was similarly set up and th e geography of China was very much alike to the geography of Egypt. Religion was also a common trait of these two civilizations. Strangely, considering these two cultures developed isolated from each other, they share a lot of common traits.

The Perceived benefits of a Pupil Referral Unit

The Perceived benefits of a Pupil Referral UnitIn todays society it is widely accepted that any child has the right to an schooling. Therefore, even children who show signs of contend behavior in schools should be entitled to the same attention from staff and the same standard of reading as rising(prenominal) children in the school.How perpetually, on that point argon some children who sewernot be educated within the confines of a mainstream school for a variety of assorted reasons. Sodha and Margo (2010) train produced data that suggests 7.4% of children may have ADHD 15% of 15 year olds have conduct problems around 15% of children who start school at age five have troublesome behaviour that might make it difficult to learn and research suggests that up to 5% of learners display ch wholeenging behaviour at some stage in their school c arer.In response to these problems Pupil Referral Units (PRUs) were set up. They provided a service which operates outside of mainstream schools and is designed to view as children with challenging behaviour and address their behaviour in a more nurturing milieu so as to meet their often very complex need. Get the in effect(p) School, (2000-2011)Challenging BehaviourChallenging behaviour can be thought of as being a conflict between a child and the environment according to Loreman (2005). Loreman explains that these conflicts can occur when a child responds to his or her educational environment in ways that differ significantly from age-appropriate expectations and interfere with his or her let learning. This definition appears to suggest, however, that these conflicts are due to an inherent fault within the child that necessitates the removal of that child from a mainstream school. A more reasonable explanation is that these conflicts occur not only because of the child, only if in any case due to the reaction of the professional or service in response to their behaviour, and it is this reaction, therefore, that defines whether the behaviour is challenging of not. (Clark, and Griffiths 2008). This suggests that there is a fundamental need that the service or member of staff, should possess a particular level of ability to change them to understand and recognise the needs of the child, and it is this ability, therefore, that would de statusine whether the behaviour of the child was actually challenging or not.There is a whole range of reasons why little tidy sum may be necessary to aid a PRU. Cohen and Hughes, (1994) for example, suggest that these children fall into two distinct categories. Firstly, children who have recognised learning disabilities and particular emotional and behavioural problems, and secondly, those whose behaviour is so turbulent that the mainstream schools decide they cannot offer the appropriate care and help. However in many cases both categories can apply to a child even though the contributing(prenominal) and associative factors may differ.However ther e are a rising number of children who have none of these specific problems but are required to attend a PRU, children who erect find it hard to adjust to mainstream schools and likewise pregnant girls. (DCSF 2008) It can be seen that there is a widely varying mix of children aid these centres.Importance of a Pupil Referral UnitThe latest national statistics on stable and fixed period eliminations from mainstream schools in England produced by the the Department for Education (2010), suggests that that there was an estimated 6,550 permanent exclusions from primary, mainstream secondary and all special schools in 2008/09. The DfE also stated that there were 12,800 young people attending Pupil Referral Units in 2010.Additionally, permanent exclusion from a school has been linked to wider exclusion from society and in order to overcome this, the education system needs to work towards achieving a school which is comprehensive for all young people by adopting a culture, pedagogy an d program which will support all learners who attend schools which are in areas that have been characterised by social exclusion. (Hayton, 1999)It has also become apparent that there are increasingly mixed views within education as a whole, and even the professionals working within the Pupil Referral Units themselves, disagree on how to deal with young people that actually have more complex needs. Sonia Sodha (2010) makes the point that PRUs are being seen increasingly as sin bins or dumping grounds that schools use to remove problem children from their responsibility. Additionally, the resultant enforced association with anti-social peers, may be counterproductive and actually ontogeny behavioural problems.However, the benefits of a PRU may be perceived very differently from different peoples perspectives. Management and employed staff working within PRUs have just as high a responsibility as any other teacher in mainstream schools, to enable the young people to achieve their ful l electric potential in their education and support them in preparing and furthering their personal understanding of what is expected of them within their working life after school. (Ofsted 2005)The Annual Report of Her Majestys Chief tester of Schools (2004) states that the number of PRUs has steadily increased. The report states that 25 out of 38 PRUs inspected in 2004/05, were good or better, providing effectively for the young people they serve. The report also stated that in almost all units, the pupils behaviour and attitudes to learning were judged to have improved since the pupils joined them after moving from their previous schools.It is therefore apparent that for the absolute majority of its children, PRUs do provide an essential and relevant service that cannot be provided in a mainstream school. But is this service based on a one coat fits all basis? For as we have seen many children have very different problems and needs and it is the sheer diversity of pupils for whom provision within a PRU must cater, that presents the main obstacle to the perceived success of this type of setting. (DCSF 2008).Indeed, according to Gray, (2002), a number of PRU staff would argue that many young people are wrong placed within PRUs and in actual fact should be placed in more suitable settings for their particular needs e.g. in day or residential special schools. They also argue that reintegration rates would be higher if these pupils within the provision, had little complex needs, and those with much more complex needs should be placed elsewhere for a more appropriate provision in relation to those needs. However, budgetary limitations may well prevent this type of provision emerging. Gray, (2002), explains that the be per place for these kind of special school provisions are typically more expensive then PRUs probably being for greater than existing pecuniary provision within the LEA.Barriers to LearningExclusion and truancy are a fundamental challenge i n all areas of education and the numbers of truanting and excluded children every day is in the tens of thousands which will have far reaching and serious implications on their education. Rendall, and Stuart (2005). For this reason Local Authorities are actively working together with schools to enable the process between the transfer of a young person from a mainstream school to PRU to be as quick as possible, as well as ensuring they follow all the correct procedures. However the period between pupils being referred to a PRU and actually beginning their metre there can often be quite a lengthy period and result in a significant amount of education time being lost. DCSF (2008)Ofsted,( 2007), identified particular challenges that a large variety of different PRUS were now facing, when providing children and young people with a good education. They cited a number of factors, such as pupils with diverse needs and who are of differing age groups, and many pupils arrive with no planning or preparation for those special needs. Staffing issues were also highlighted regarding the limited number of specialist staff who could broaden the curriculum. They also state the difficulties PRUs faced regarding the reintegrating pupils back into mainstream schools.Poor accommodation is also a major factor which can seriously limit the scope of the curriculum useable to be taught due to inadequate space. This is peculiarly relevant in relation to physical education, ICT design and technology, art and music. Therefore Local Authorities have to light upon this on board when managing education grammatical construction assets by surveying buildings regularly and prioritising building work including Pupil Referral Units in their plans. DCSF (2008)Longman, and Agar, (1999), also make reference to uniform barriers of learning within PRUs, and suggested that many PRUs were physically very small ,with limited staff and facilities. This they suggested, made the provision of expertise and the wide range of practical implement that was essential for the success of the PRU, very problematical.The success of PRUs is essentially down to the way they respond to challenges set and the help and support they receive from their Local Authorities (LAs). The LAs therefore have a specific responsibility in relation to these problems and are required to intervene and take action particularly regarding resources and building issues. (Ofsted, 2007).The Governments policy which is set out under The Childrens Act 2004 aims to improve the outcomes for all children and young people. However many children and young people who attend PRUs are vulnerable or disadvantaged, and therefore may face more barriers to learning compared to other young people and are at much higher assay of failure as a result. (Department for Education and Skills, 2007),PRUs and Reintegration into Mainstream EducationHayward, (2006), also makes the point that in theory temporary or part time placements in p upil referral units are available. However, as they are rapidly filling up this is not actually the case, and many young people are continuing their go forward into long term placements, which is a real cause for concern as there is no availability for the young people who need short term placements within them. Therefore, it would appear on this evidence that PRUs are in actual fact, not fulfilling their purpose of supporting young people, specifically within the process of reintegrating children and young people back into mainstream schools.Within the actual process of reintegration, there are a large number of different supporting roles designed to help support the pupils that attend, by enabling them receive a good education and help them to achieve their full potential with regard to their social and emotional development during their time in the setting. Kyriacou, (2003), discusses a number of studies that have taken place over the years whichhighlight the important role that needs to be played by inter agency cooperation both in supporting pupils and schools when a pupil is at risk of exclusion and in helping to support a pupil returning to school after a fixed period exclusion or moving to a new school after a permanent exclusion.One particular study carried out by Normington and Kyriacou (1999) emphasises the importance of communication between agencies. Within this study a number of professionals, such as education psychologists, education welfare officers and teachers to name but a few, were interviewed and asked to focus on the interdisciplinary work that follows permanent exclusions for a sample of pupils who were based at a pupil referral unit. The overall outcome from all professionals involved, suggested that the interagency cooperation is often hampered by heavy case loads and by difficulties in the different agencies keeping each other fully informed. Normington and Kyriacou (1999) cited in Kyriacou, (2003).The professionals taking part in t he study also mentioned how improved resources were key, to becoming more successful in this area of interagency cooperation.Conclusion eyepatch the need for a PRU is becoming more essential, the findings of Ofsted (2007), reflect a very disappointing situation, with many Pupil Referral Units described as offering an uninspiring curriculum and with a lack of clear vision. The report stated these points as the reason for the failure to reduce days lost as a result of exclusion and failure to improve pupils attendance. It is therefore apparent that while many Pupil Referral Units are an essential struggling to fulfil their responsibilities, particularly in reintegrating young people back into mainstream education. It should be remembered that this was the purpose they were specifically set up to fulfil.All the PRUs made sure personal and social development wasemphasised it was integrated into all lessons and activities, as well as being taughtwell at discrete times. The PRUs generally monitored personal development well butacademic progress less so.I am currently in the process of researching one particular Pupil Referral Unit, which I attended as part of my placement, and I am particularly interested to listen to the views of both the staff and students of this PRU and focus on what they perceive as the benefits, if any, of attending the PRUA number of the staff at this PRU have convey their opinion that many of these children would benefit more from being referred to a separate provision such as a special school, which focuses on their particular needs in more depth.New InitiativesThe DCSF report (2008) maintains that due to the challenges posed by these particular children it is important that PRUs are constantly assessing their procedures and instigating new systems and initiatives to support the ever changing demands presented by the young people in their provision. For example the PRU where I have been on placement is currently rolling out the practice of revitalizing Justice.Wright (1999 cited in Hopkins, 2004) states that restorative justice is not about stating who is to blame and what the punishment will be as a result of a persons harmful actions, but to explore deeper into what happened and being able to put more time into repairing harm done to relationships.The process involves asking questions such as Who has been affected by what happened? How can we put right the harm? What have we learnt from what has happened and how to make different choices next time? In basic terms restorative justice is a new approach for dealing with situations in a more effective and positive light, enabling young people to move forward in their relationships and learn from what they have done. Wright, (1999), cited in Hopkins, B, (2004).

Freudian and Jungian Literary Analysis: Under Milk Wood

Freudian and Jungian Literary Analysis to a kickoffer place draw WoodExploration of hallucinations, symbols and archetypes in Dylan doubting doubting doubting Thomas cope with for voices Under Milk WoodThis paper opineks to assert that Dylan Thomas play Under Milk Wood drop be successfully viewed apply Freudian and Jungian psychoanalytic techniques. It will attempt to not still isolate and cotton up legion(predicate) a(prenominal) represents of typical mental symbolism in the land at just also what could be thought of as psychoanalytic tools especially as they relate to Freuds looks of the Dreamwork in his The Interpretation of Dreams (1997) or Jungs archetypes and embodied unconscious(p)(p).By doing this I hope to not only subject Thomas work to a rigorous psychoanalytic exegesis, exposeing hidden personal symbols, social systems and images, but also highlight the psychosocial depth of Under Milk Wood a depth that has hitherto been overlooked by some critics . Through this I hope to assess the opinion that Thomas was every bit as deflectd by Freud and Jung as James Joyce and Virginia Woolf were a generation earlier.I will begin, in my Introduction, to give an outline of the magnificence of Freud and analysis to post-World War hotshot literature and what Dylan Thomas place within that was paying particular attention to Thomas own assertions on the importance of analytic thinking in his work and the ways that it was greeted by the literati of the 1930s and 40s.The first chapter will be dedicated to a discussion of Under Milk Wood and its creation, looking at at such atomic government issue 18as as plot construction, the structural character of the piece and its creative aetiology.From here I will go on to discuss the caprice of the Freudian dreamwork and its manifestations in Under Milk Wood. The dreamwork, exemplified by such c at oncepts as condensation, displacement and secondary adjustment, is a central concept in the Fre udian hit and, as such, has become an important interpretive tool for two psychoanalysts and literary critics.It is with this in mind that I shall attempt to isolate instances of all four of the study(ip) mechanisms of the dreamwork in Thomas play whilst relating them to the wider issues of poetic creativity and narrative structure. I will also offer a brief discussion of how Jungs interpretation of dreams differed from Freuds before going on to examine how both washbowl be phthisisd to inform us of Thomas play.The third chapter will be dedicated to Jungian archetypes. I will isolate and discuss the many instances of archetypal imagery in the play, paying special attention to the way in which they fit in with Thomas over all poetic esthesis as it is displayed in his expenditure of language, narrative and plot. This chapter will also examine the role of the collective unconscious and relate it to the Modernist technique of the stream of consciousness novel and the works of Ja mes Joyce and Virginia Woolf.My conclusion will attempt to answer the main hypothesis of this paper, that indeed psychoanalytic techniques and knowledge can be employ to understand Dylan Thomass play and also what that says about the dramatists role as a modern day bard.Introduction The analytical RevelationThomas Manns paper The Significance of Freud published in 1936 gives us some indications as to the importance of early psychoanalysis on the literary behavior of Europe and AmericaThe analytic revelation is a revolutionary force. With it a blithe scepticism has come into the universe of discourse, a mistrust that unmasks all the schemes and subterfuges of our own souls. one time roused and on alert, it cannot be put to sleep once a elucidate. It infiltrates life, undermines its raw navet, takes from it the strain of its own ignorance (Mann, 1965 591)As Malcolm Bradbury and James McFarlane assert in their study contemporaneousness A Guide to European Literature 1890-1930 (199 1), this revolutionary force was a large constituent of early twentieth century notions of, not only modernness in literature and the arts but also, what it meant to be a modern man or woman.The early Modernist writers of the inter-war period not only embraced Freud and psychoanalysis as heralding a immature paradigm of self-sufficiency and ontological autonomy but also, as a journal entry by Andre Gide exposes, thought themselves part of an alert groundswell of thought that was, above all, quintessentially newFreudFreudianismFor the last ten years, or fifteen, I stool been indulging in it without knowing. (Gide, 1967 349)The connection between psychoanalysis and literature has of all time been problematic. Freud, himself asserts in the opening paragraphs to his essay The Uncanny (2005) that only r atomic number 18ly (does) a psycho-analyst (feel) impelled to investigate the subject of aesthetics (Freud, 2000 1), however writers, critics and however Freud himself have do ex tensive use of the interpretive similarities between the two disciplines . Not only argon there are a whole host of studies devoted to the use of psychoanalysis in literary criticism but in the Introduction to his novel The White Hotel (1999), D.M. Thomas draws attention to the extraordinarily literary quality of Freuds case studies each containing many of the tropes and leitmotifs one would normally associate with a creative work. For Freud, the psychical mechanisms of creative writing and dreaming are in, some senses at least, inextricably linked. two are based in a tripartite system of ideational fantasy formation consisting of a current positioningal issue or concern that provokes the memory of a childhood incident or trauma which, in turn, shapes some emerging action in the guise of a propensity fulfilment. Freud sets out the relationship between this system and literature in his essay Creative Writers and Day Dreaming (Freud, 1986)We are perfectly aware that very many imag inative writings are far removed from the dumbfound of the nave daydream and to that extent I cannot suppress the suspicions that even the approximately extreme deviations from that model could be linked with it with an uninterrupted series of transitional cases. (Freud, 1986 150)Freud continues to explain the disparity between the mind of the creative writer and the ordinary day-dreamer, asserting that whereas the last mentioned results in a self-conscious repression of desire (the wishes of the day-dreamer organism best left unspoken) the former revels in and promulgates such desire, translated as it is by artistic skill and constitutionThe writer softens the character of his egoistic day-dreams by altering and disguising it, and he bribes us by the purely formal that is aesthetic yield of pleasure which he offers us in the presentation of his phantasies. (Freud, 1986 153)This essay, mayhap more than any other work of Freuds, highlights for us the attraction of psychoanal ysis to early twentieth century writers. Metaphysically and spiritually sceptical after the mass slaughter of the First World War and the alienation engendered by rise of the industrial paradigm, Freudian speculation offered (as testified by Manns essay) a distinctly human, non-metaphysical and wholly scientific ex meanation for the place of the artist within society. For Freud, the artist was distinct from the rest of the populous but this had a purely psychical aetiology, leaving no imperative for notions of religious or supra-human inspiration.This is undoubtedly some of the attraction of Freudianism for Dylan Thomas who, throughout his earns and early work asks both use and reference to writers and critics that were, themselves, heavily influenced by Freud and psychoanalysis. Francis Scarfe, in the essay Dylan Thomas A Pioneer (1960) cites Freud as a major influence on the formation of Thomas early poetic voice, derived in the main from his experiences with what Scarfe calls Sitwellism (Scarfe, 1960 96)The dominant points of contact keep an eye onms to be James Joyce, the Bible and Freud. The personal habits of language and mythology of Dylan Thomas can readily be identified through these three sources. (Scarfe, 1960 96)If Joyce lent the young poet some of the lyricism and sense of narrative and the Bible some of the rich measuring stick and verbal poetics, Freud enabled Thomas to look within his own unconscious and go up images and leitmotifs that would find resonance with the rest of humanity as, firstly, personal then increasingly Bardic and archetypal symbols form the basis of his work.An early poem of Thomas clearly mirrors the hyperbole of Freuds first lectures on psychoanalysis the poet and the analyst both evoking the image of the journey into an unknown by an antonymous but courageous individualThe midnight road, though young man tread unknowking. Harbouring some thought of heaven, or haven hoping. Yields peace and plenty at the end. (Thoma s, 1990 119)We can compare this to Freuds famous analogy that is evoked throughout his workThe interpretation of dreams is in fact the royal road to a knowledge of the unconscious it is the securest foundation of psycho-analysis and the field in which evey worker must conduct his convictions and seek his training. If I am asked how one can become a psycho-analyst, I reaction By studying ones own dreams (Freud, 1957 60)Interestingly, Thomas himself was reluctant to acknowledge his debt to Freud, choosing instead to suggest a notion that we have already posited here that Freuds influence is paradigmatic. He says in the collection of interviews Notes on the Art of Poetry (1963) that his writing is influenced by Freud only through the work others , itself a testament to the extent that Freudian theory and, indeed, the whole of psychoanalytic thought has permeated the very fabric of modern literature.Thomas notebooks poems, his earliest poetic statements, are suffused with what we shal l see are Freudian images, inspired perhaps not by psychoanalysis itself but by the poets interest in Surrealism and their early antecedents the 18th century Metaphysical poets.Works such asWhere once the waters of your faceSpun to my screws, your dry ghost blows,The dead turns up its eye (Thomas, 1990 217)AndIn wasting one drop from the hearts honey cells.One treasured drop that, for the moment, quellsDesires pain (Thomas, 1990 133)Clearly reflect the artistic tenants set out in Bretons Manifestoes of Surrealism (1972) that sought to combine Freudian concepts of the dreamwork with aesthetic creation . As we shall see in the first chapter of this paper, this delight in the surreal as it relates to the Freudian image remained with Thomas throughout all of his working life and, most certainly, manifests itself in Under Milk Wood.The analytic revelations then, of Freud , have not only influenced those writers such as Breton, Auden and Woolf who are were intimately acquainted with his writing but also writers identical Dylan Thomas who, by his own ad rush, came to psychoanalysis through other creative writers works.This paper, like many others, uses psychoanalytic theory as a methodology with which to un viewing latent symbols, patterns and structures within Thomas work. It will not only relate such symbols to the poets own poetic vision but will, through Jungian theory, flesh out these so that they encompass universal archetypes and concepts such as the collective unconscious that structures the unconscious and, inevitably finds its way into works of a creative genius .Chapter One To Begin at the BeginningDylan Thomas play for voices Under Milk Wood began life as a small radio broadcast chill out Early One Morning (Sinclair, 1975, Jones, 1963) and this short piece is easily recognisable as the genesis for the larger work. There are, for instance, many of the same basic characters the milkman placid lost in the clangour and music of Welsh-spoken dreams (Tho mas, 1992), the sea captain, the lonely lady Miss May Hughes and even the tragic-comic Mrs Ogmore Pritchard. There is the same sense of poetic cadence that constantly adds to the somatic quality of the writing, lulling the reader into a musical trance as sibilance and assonance is combined with Thomas particular inner rhythms, such as in this extractThe sun lit the sea-town, not as a whole, from topmost down reproving zinc-roofed chapel to empty-but-for-rats-and-whispers grey warehouse on the harbour, but in separate bright pieces. (Thomas, 1978 15)The story, recited by Thomas himself in 1944 on the BBC, describes the still sleeping town of New Quay in Cardiganshire (Maud, 1992) and weaves external description with inseparable monologue as the narrator flits in and out of the dreaming consciousnesses of the towns inhabitants. In the story, each paragraph brings a new image or a new perspective but what we are ultimately presented with is the stream of consciousness of the narrator in the story, unlike in Under Milk Wood, an impersonal but totally discernable IQuite early one first light in the winter in Wales, by the sea that was lying down still and greenish as grass after a night of tar-black howling and rolling, I went out of the house, where I had come to stay for a c one-time(a) unseasonable holiday Thomas, 1978 15)It is this point, this appearance of the personal pronoun that, as we shall see, makes Quite Early One Morning markedly different to Under Milk Wood. Thomas, however, retains the sense of dreamy absurdity, as images are put for comic effect amid the repeated refrain of The town was not yet awake.Under Milk Wood grew out of this humble head branch and is both markedly similar and surprisingly different . Both works reflect, as Derek Stanford (1954) suggests, the cadences, characterisation and plot construction of Joyces Ulysses (1979), creation as they are the collective narratives of a whole town in the same time period. Both works, ho wever, are also embryonic, Quite Early One Morning obviously being a blueprint for Under Milk Wood but this also being merely a fragmentary snapshot of a larger intend work that was never finished (Jones, 1986 ix).Under Milk Wood also resembles the cyclical structure of Joyces other great work Finnegans Wake (1992). Thomas play collapses with references to lines and commencements we have, for instance, the famous first linesTo begin at the beginningIt is Spring, moonless night in the small town, starlessAnd bible-black (Thomas, 2000 1)That not only evokes the biblical In the beginning God created the heaven and the earth (Gen, 11) but also the creational sense of Joyces reference to the beginnings of mankind in the opening lines of his novelriverrun, past Eve and Adams, from geld of shore to bend of bay, brings us by a commodius vicus of recirculation backbone to Howth castle and Environs. (Joyce, 1992 3)In Under Milk Wood, the cyclical nature of the day is metonymous with the seasonal nature of the year and this with the life of a human being as Thomas juxtaposes images of beginnings, babies and births with ageing, infirmity and death as in this passageAll over town, babies and old men are cleanedand put into their broken prams and wheeled on tothe sunlit cockled cobbles or out into the backyardsunder the dancing underclothes, and left. A baby cries.(Thomas, 2000 27)As we shall see, this notion of the circle, of repeating is important to both Freud and Jung Freud through his insistence on the importance of the return in notions such as repression and the death drive and Jung, through his concept of the mandala as a recurring symbol. Like Joyce, Thomas displays circles within circles, as the plot and structure of the work as a whole mirrors the framework of the characters lives and psyches. We see this reflected in many of the plays most successful characters, witness for instance the constant iteration of Mrs Ogmore Pritchard, as she repeats her life ove r and over again with different husbands, only to have them revisit her after their deathsMr Ogmore, linoleum, retired, and Mr Pritchard, failed bookmaker, who maddened by besoming, swabbing and scrubbing, the voice of the vacuum cleaner and the fume of the polish, ironically swallowed disinfectant, fidgets in her rinsed sleep, wakes in a dream and nudges in the ribs dead Mr Ogmore, dead Mr Pritchard, ghostly on any side. (Thomas, 2000 10)The same can be said, of course, for Captain Cat, whose dreams and waking life are characterised not by the dead per se, but by their return as he witnesses the phantasmatic manifestations of either his repression or the collective unconscious (whether one is citing Freud or Jung). The sense, in Under Milk Wood, is that of a blithe acceptance of the passing of time and the knowledge that things return the sunrise, the Spring and the dead. This is reflected in many of Thomas poems, for instance in the closing lines of I See the Boys of SummerI am the man your father was.We are the sons of flint and pitch.Oh see the poles are kissing as they cross(Thomas, 1990 219)In this, also, as Karl Jay Shapiro asserts in his study In Defense of Ignorance (1960), Thomas work clearly reflects what was a seminal poem for the young poets generation W.B. Yeats The Second Coming (1987) which contains images of both beginnings and circles within circles. In the next chapter I will look at how these aspects of Under Milk Wood can be interpreted through the psychoanalytical work of Freud and Jung, paying attention specifically to their concepts of dreams and dreaming again another leitmotif of Thomas play that can be seen to come from Joyces Finnegans Wake.Chapter Two The Dreamwork, the symbol and Captain CatFreud On Dreams As Richard Wollheim suggests, Freuds theories on dreams are the most remarkable single element (Wollheim, 1971 66) of his psychoanalytical project and Freud himself in his essay On Dreams (1991) stresses the primacy of dream interpretation in his systemThe transformation of the latent dream-thoughts into the manifest dream-content deserves all out attention, since it is the first instance known to us of psychical square being changed over from one mode of expression to another. (Freud, 1991 89)For Freud, dreams serve as symptoms of unconscious repression in the same way as parapraxes (slips of the tongue) and instances of forgetfulness. The content of dreams can, he said, be split into the latent and the manifest the one providing a shield for the other as the Unconscious gives up its fissures and problems that have been repressed by the Ego during waking hours. Freuds work The Interpretation of Dreams attempts to provide a full scale, largely scientific study of not merely the symbolism of dreams but also their mechanism a mechanism that he termed the dreamwork.The dreamwork can be thought of as a offshoot (Wollheim, 1971) that transcribes the latent content of dreams into the language of the manifes t. Freud is clear in The Interpretation of Dreams that psychoanalysis does not deal with the simple translation of images or primitive notions of symbol exchange that sees dreams as merely scripts that can be easily interpreted utilize a universal dictionary, although he does acquiesce to the point that some symbols recur on a universal level.Instead, Freud sees dreams as the return of repressed desires and their attendant wishes that find a voice in the psychical economy through a process of disguise. The desire, as Richard Stevens (1983) suggests, will be fused with experiences and thoughts from the previous day or even events occurring during the course of the night (Stevens, 1983 30). The dreamwork, in the Freudian system, is both the mechanism of disguise and the tool of interpretation because it contains an internal logic that can be used by the analyst to trace the source of repression and, through the process of transference, brought into the conscious and rendered harmless (Freud, 1997).Perhaps the most important concept within The Interpretation of Dreams is the four-fold dreamwork mechanism that can be used, not only in dream interpretation but as we shall see, in the critical appreciation of literature. Freud termed these mechanisms condensation, displacement, representation and secondary revision and before I go to look at how each one fits into Under Milk Wood specifically I would like to, briefly, offer up an explanation as to how each effects the manifest dream-content and ergo the literary image or trope.CondensationThis is, perhaps, the most common dream feature and is what gives dreams their sparse, confound quality. For Freud, dream-thoughts are many and varied, each bombarding the dreamwork simultaneouslyThe dream is meagre, paltry and laconic in comparison with the range and copiousness of the dream-thoughts. The dream, when written down fills half a page the analysis, which contains the dream-thoughts requires six, eight, twelve times as much space. (Freud, 1997 170)Condensation manifests itself as images laden with meaning, as the unconscious overlays and condenses two or more dream-thoughts into one motif. instigate of the skill of the analyst according to Freud is the extent that such condensation can be unravelled and successive layers of unconscious meaning and repression peeled back and revealed (Freud, 1965 313).Whereas Freud was dubious as to the possibility of ever reaching a definitive dream interpretation because of the very nature of condensation, he also asserted that the ways in which dream-thoughts are condensed gives the analyst a clue as to their psychical meaning. Freud cites his own dream of the Botanical Monograph as an example of the way in which different dream-thoughts can be condensed into one dream-image the latent meaning only becoming apparent when this relationship is exposed .DisplacementDisplacement refers to the substituting of elements within dreams. Due to the nature of the uncon scious, elements and images that have a similar psychical economy invariably end up being displaced, one for the other. In The Interpretation of Dreams Freud characterises displacement as constituting a de-centring of the dream-thoughtsWe may have noticed that these elements which obtrude themselves in the dream-content as its essential components do not by any means play this same part in the dream-thoughts. ( Freud, 1997 190)Displacement, like condensation, arises from the synchronous nature of the unconscious and manifests itself in two ways firstly, through the substituting of dream-thoughts, so that dreams can appear absurd and illogical and, second through shifting meanings an image may possess one meaning in one nights dream and another on a different night. Melanie Klein, for instance, in her essay Psychological Principles of Early Analysis(1991) offers us some interesting insights into how displacement works in something other than the dream the child at play.My analyses a gain and again reveal how many different things, dolls for example, can mean in play. Sometimes they stand for the penis, sometimes for the child stolen from the mother, sometimes for the little patient itself and so forth (Klein, 1991 134)Both condensation and displacement have been used as the basis for theories of Surrealist aesthetics, as Carrouges and Prendergast assert in their study Andre Breton and the Basic Concepts of Surrealism (1974 192) which uses seemingly disparate images juxtaposed in order to create an illogical, dream-like tableaux.RepresentationRepresentation refers to the dreamworks tendency to present feelings, repressions and notions as images and symbols. Unlike many pre-Freudian systems of dream interpretation such symbolisation is centred, to a very large extent, around the dreamers own personal history and psychology. However as I have already stated there are, due to the inter-subjective nature of the psyche, recurring symbols and motifs that can be found in a great many peoples dreams.Richard Stevens in his Freud and Psychoanalysis (1983) mentions just a few of themsmall boxes, chests, cupboards and ovens couple to the female organ also cavities, ships and all kinds of vessels. The actions of climbing ladders, stairs, inclines or flying may be used to symbolise sexual intercourse having a haircut, tooth pulled or being beheaded, castration. (Stevens, 1983 33)Secondary RevisionSecondary revision refers to the mental processes that occur after the dreamer awakes and that organises and places the otherwise absurd and disparate images and themes into a, relatively, cohesive narrative. Wollheim points to there being doubt in Freuds later work as to the place of secondary revision within the dreamwork (Wollhein, 1971 69) but, as a concept, it has been important in many neo-Freudian systems of aesthetics especially, as Charles Altman points out in his essay Psychoanalysis and Cinema (1986 526), by the French school of film critics who saw it as, not so much an inbuilt part of the dreamwork, but as the main constituent in narrative formation and the audience/film dialectic.Jung On DreamsDreams play as important a role in the work of Carl Jung as Sigmund Freud (Fordham, 1964) however the former not only sees their place in the psychical economy differently but has, as he explains in Man and his Symbols (1964), created an entirely separate process of interpretation and translation.Jung disagreed with Freuds notion of the dreamwork and his method of free association whereby the analysand recalls a dream and lets their mind vomit up through the myriad of different unconscious connections only to be unravelled and assessed by the analyst. For Jung, this process is likely to uncover neuroses and repression but is unlikely to uncover them connected with the dream. For Jung, the except away from the central motifs of the dream-image one gets the further away one travels from the locus of their meaning.Therefore, under a J ungian system, dreams consist not of personal motifs of repression returning through the dreamwork but as expressions of either the personal or collective unconscious. The method of extracting the meaning from dreams is centred around the correct reading of such symbols and an evaluation of how they relate to either the dreamers personal or their phyllogenetic background, as Jung himself assertsDreams are impartial, spontaneous products of the unconscious psyche, outside the control of the will. They are pure nature, they show us unvarnished, natural truth, and are then fitted, as nothing else is, to give us back an attitude that accords with our basic human nature. (Jung, 1989 55)Jung viewed the waking, conscious perceptions as having a penumbra of associated psychical meanings (Jung, 1964 28), even the very simplest of actions, for instance seeing or hearing, can involve a gamut of other ideational and experiential relations and it is this that we witness in dreams the whole of our unconscious unfettered by the ordering, the siphoning and the categorisation of the conscious mind.For Jung, then, the absurd quality of dreams, their surreal nature comes not from intervention of the dreamwork but from the cultural and personal associations attached to perceptions and experiences.Thomas On DreamsBoth Freuds and Jungs systems of dream interpretation offer us important critical tools with which to view Dylan Thomas Under Milk Wood both in terms of the images and symbols the playwright uses in order to convey the sense of the somatic and the dream-like and his use of surrealism as a semi-comic trope throughout the piece.The play begins in the collective dream of the town. respectable like the short story Quite Early One Morning, the audience is taken on a journey through the consciousnesses of the sleeping townsfolk as they dream their separate dreams, shaped (as both Freud and Jung assert) by their individual consciousnesses and personalities. Captain Cat, for e xample, experiences the return of the repressed guilt he feels towards his long dead shipmatesCaptain Cat, the retired concealment sea-captain, asleep in his bunk in the seashelled, ship-in-bottled, shipshape best cabin of Schooner House dreams ofSecond fathom never such seas as any that swamped the decks of the S.S. Kidwelly belly over bedclothes and jellyfish-slippery sucking him down salt deep into the Davy dark (Thomas, 2000 2)Thomas, here, reflects both Freudian and Jungian dream analysis as Captain Cats dreams abound with symbols of his past and are unmistakably suffuse with the characters own visual lexicon, what Jung calls the dream language (Jung, 1986 33). The same can be said of Dai Bread who dreams of harems, Polly Garter who dreams of babies and even Nogood Boyo who dreams of nothing.However, within the very text edition of Under Milk Wood we notice each one of the four elements of the Freudian dreamwork. The dense language is a clear instance of condensation the vi tal elements of the imagistic leitmotifs are extracted and pile one on top of another, as adjective combines with adjective to form the quintessentially Thomasian poetics, such as here where the playwright draws a finely tuned portrait of Mrs Dai Bread One, the wife of the bakerMe, Mrs Dai Bread One, capped and shawled and no old corset, gracious to be comfy, nice to be nice, clogging on the cobbles to stir up a neighbour. Oh, Mrs Sarah, can you spare a loaf, love? Dai Bread forgot the bread. Theres a lovely morning Hows your boils this morning? (Thomas, 2000 22)Thomas both describes the sense of a dream here and, through condensation, utilizes its mechanism. Words and phrases are juxtaposed and their meaning condensed in a way that mirrors roughly exactly the workings of Freuds dreamwork. We see this reflected many times throughout the narrative of Under Milk Wood, as the author evokes in a linguistic sense what Freud saw in a psychoanalytic sense.We see, for example a clear lite rary rendering of displacement in the absurd portrait of Cherry Owen as described by the Second VoiceCherry Owen, next door, lifts a tankard to his lips but nothing flows out of it. He shakes the tankard. It turns into a fish. He drinks the fish. (Thomas, 2000 13)Here the absurd image of a fish replaces or displaces the tankard that Cherry Owen drinks from adding to the dreamy quality of the early passages of the play. As a cultural symbol, the fish also mirrors the third of the Freudian mechanisms, representation, whereby a linguistic notion He drinks like a fish is rendered in a quasi-comic symbolic form.Of course, the ultimate use of dreams and dreaming in Under Milk Wood is the plot itself. Both Freud and Jung rely heavily on the concept of the return within their respective dream philosophies (Stevens, 1983 Fordham, 1964) and this is reflected in the very structure of the play that could, after all, be thought of as merely the manifest dream-content of the First Voice, or perh aps even Thomas himself.Like a dream, the text iterates, as we shall see in the next chapter, the same basic images and archetypes the symbols are at once full of meaning in themselves and signifiers for other things. The First Voice can be seen as the voice of God but also of secondary revision, knitting disparate elements together to form a narrative that can be followed and engaged with.As the characters awake, their lives, as they are described by the First and Second voice, are shown to be no less absurd than the irrationality of their dreams. This is perhaps because the entire play can itself be seen as a dream of the authors in which he creates, as he states in a letter to A.G. Prys Jones, a never-never Wales (Thomas, 1985 848) that, like its Peter Pan counterpart, is as much a manifest wish of its author as anything else.Chapter Three The Shadow, TKelloggs business sector line Strategy Success Factors and BarriersKelloggs Business Strategy Success Factors and BarriersIntro ductionThe importance of nodes and their value plays a major role and cannot be neglected by the companies in todays business world. The implementation of different new strategies and food marketing plans will not help if the companies do not pay attention to the clients. Any ships confederations marketing plan agenda should and will always include customers. Customer focus and retention is a powerful strategic advantage that helps to increase the profitability of the company and to belong in the high competitive environment. The different consumers across the world might lead to varying consumer demeanours which result in identifying varying concepts by decision devising units to sell the products.In a company like Kelloggs the purchasing process is dependant on consumer behaviour. The buying pattern of the consumers has an influence on directly connect phenomena as well as post marketing phenomena. Kelloggs has seen a downfall in sales in the past decade and still continue s to see. There is a huge discussion in the EU market about the food nutrition and labelling and the negative media image produced about the products of the company. The Kelloggs products are criticised by food standardized agency (FSA) as red products and junk food. They said that the company is trying to show their products wellnessier than they actually are. These statements and actions of FSA has not only affected the overall business and its image but also the consumer attitude towards the products. This report talks about how Kelloggs can resolve the issue by use marketing research and customer focused outline.Company ProfileKelloggs is the worlds largest cereal maker since 1906 and is located in the United States. Kelloggs products has become a part of the delicious mornings for the people around the world since a century. Its business is operated in two segments Kelloggs North America and Kelloggs International. 66% of the revenue to the company comes from North America r egion which consists of the Canada and the United States. The remaining 34% comes from the Kelloggs international market which consists of Europe (20%), Latin America (8%) and Asia Pacific (6%). The products vary from ready-to-eat cereals to convenience foods such as cereal bars, cookies, toaster pastries, crackers, frozen waffles, snacks and veggie foods. obesity and Health Wellness is the primary concern for people in the world today. Kelloggs has invested on this trend by introducing many health focused products like Kelloggs, Pop-Tarts, Cheez-It, Mini-Wheats, Nutri-Grain, sift Krispies, Keebler, Special K, Chips Deluxe, Famous Amos, Morningstar Farm, Sandies, Eggo, Austin, Club, Murray, Kashi, Bear Naked, Gardenburger,All-Bran,and Stretch Island. The demand for its products came from the continuous advertising since 1906. The main competitors are General foods, Quaker Oats, General Mills and Ralston-Purina. It started out in Battle Creek, Michigan with 44 employees which event ually has grown into a multinational company with 30,000 employees. The manufacturing of its products is pickings place in 18 countries and selling them over 180 countries successfully with the implementation of intelligent strategies and leadership.Key Success FactorsThe main key factors for Kelloggs Success are it perceived to have a healthy image when compared to other daily breakfasts and snacks like chocolates and crisps. They made the products convenient enough so that they can be carried anyplace easily. They offer a range of cereal bars which are quite useful for people on the morning rush. Few Kelloggs products are really diverse as moms can give them as a snack between breakfast and lunch to their kids. Sodium content in the food is a major issue that the company has to deal with. Kelloggs are trying to recrudesce products with less salt content and including more amount of fruits in the bars and cereals for people with health concerns. They have created a high level of brand awareness in the people which allowed them to win the customer loyalty. They have designed various products since a century for all age groups from childrens to adults. Innovation has influenced Kelloggs market to a greater extent. Introducing new products according to the changing markets and tastes of people from time to time has made Kelloggs to win the customers. They offered the products at a lower price which made an average household to afford, hence retaining the customers at large. Kelloggs market its products itself. It do not manufacture cereals for any other company who sells them under their own brand. All these factors added for the company to run successfully and become the world market leaders in the highly competitive market.StrategyKelloggs charge was to be the food company of choice and also make customers understand the importance of a balanced lifestyle which can be achieved by their products. The mission is to drive sustainable growth through the power o f the people and brands by better serving the needs of customers, consumers and communities. Based on their vision and mission they crafted their strategy to achieve aims and objectives with the power of position and brand image. Kelloggs targeted various groups of people and deigned the products accordingly to attract their mind sets. Balanced Lifestyle is the broad strategic objective of the company. It enforced these strategies by some tactical plans like supporting the physical activity among all age groups and to sponsor these activities with the use of companies resources, the communication of the balance diet to consumers using the cereal packs, and also introduction of food labelling which would allow consumers to understand the balanced diet content of their products. Kelloggs has introduced the recommended Guideline Daily Amounts (GDA) to their packaging labels. This allowed the customer to have a knowledge of the amount of nutrients in take in a serving of Kelloggs food. Their strategy is to attract customers by encouraging them to take part in the locomote programs organised by the company in relationship with the Amateur Swimming association (ASA). Kelloggs has sponsored almost 1.8 million awards every year to the swimmers. This idea of teaming up with ASA has helped the company to reinforce its brand image. It also has started many community programs and breakfast clubs to create awareness of their products in people. By all these activities it shows that the company is trying to create a good CSR image in the industry. Kelloggs believed that if consumers are given proper nurture about their products, they can retain them. So, they chose various methods to communicate their objectives to the world such as using cartoon characters, and also through effective advertising. It also distributed nutrition magazines for the employees to make them better understand about the objectives.SolutionIn a major business study about Kelloggs, it is seen that their consumers buying behaviour is mostly dependant on the companys focus towards customers and how well they treat them rather than manufacturing, pricing or merchandising of the products. Consumers tend to purchase the products which are more healthy. Hence they want to know all the available information about the products they want to buy or consume. The products information, beliefs, intentions and attitudes of the customers influence the decision process. So Kelloggs has to perform a market research on whether the consumers buy their products based on the label information or not. The visual revue of the product or the experience of purchasing the product play a major role in the decision making of the consumer. Advertising and promotion of the product might as well have a greater impact on the buying pattern. It is difficult enough to understand the consumer behaviour within the borders of a single country. Understanding and serving the needs of consumers from different coun tries can be daunting. The values, behaviours and attitudes of the consumers vary greatly across the world. Kelloggs must design the marketing programs and products according to the peoples needs. For example, in the United Kingdom where most people eat cereal regularly for their breakfast, Kelloggs should try persuading consumers to buy their brand rather than a competitors brand. In France, however where most people prefer croissants and coffee or no breakfast at all, it should advertise to convince people to eat cereal for breakfast and in India, where many consumers eat heavy fried breakfasts and skip meal all together, the company should make attempts to convince the buyers to shift to a lighter, more nutritious breakfast diet.To cover up the damage caused due to the labelling issue by FSA, Kelloggs Should determine the customers needs and convert them into requirements. In order to fulfil them, it should fully understand the current and future needs of the customers, identify the customers, determine their key product characteristics, identify and assess market competition, identify opportunities and weakness, define financial and future competitive advantages, ensure that it has commensurate knowledge about the regulatory requirements, identify the benefits to be achieved from exceeding compliance and also identify their role in the protection of community interests. Kelloggs can start launching some new products aimed at the health conscious consumers. They can start selling them for a lowest price in the market and revenge them with a good value products for every penny they spend. They can concentrate more on three groups of people like individuals, families and supermarkets who wanted to have a healthy diet. They can focus more on health conscious people from age group from 25-50 by promising them healthy diet with their products. By the introduction of these products in the market they can show the customers that Kelloggs is being paid attention to what they want and how important their health is to the company. They can start collecting information from consumers and people by conducting surveys about what kind of products they are actually looking for and based on that they can prepare them and position them to win the competitive advantage. So the only mantra to attract the customers again and to cover up the loss created by FSA is obsessive customer attention. Even though making health conscious customers well-chosen might affect the short term profits, yet it helps to acquire a loyal customer base which pays off in the future. Making these products available at all consumer stores and super markets at a lower retail price might assist in building up the brand image yet again. Advertisements play a crucial role in winning the brand image and loyalty of the customers. If the company tries to create an awareness about the product and the low price buying strategy, it would encourage the consumers to buy them that results in the greater sales of the product.Potential advantages by focusing on customersAwareness of changing dynamics of the consumer market will definitely help Kelloggs to gain a competitive edge in the cereal industry. The increasing trend of health consciousness and the changing tastes can be known time to time by extensive market research. The feed back from consumers and the surveys conducted will allow the company to learn about their drawbacks and work up on them. It enables the business to minimize price sensitivity, improve profitability, differentiate itself from the competition, improve its image in the eyes of customer, achieve a maximum number of advocates for the company, increases customer satisfaction and retention, enhance its reputation, improve provide morale, ensure products and services are delivered right first time, increase employee satisfaction and retention, encourage employee participation, increase productiveness and reduce costs, create a reputation for bei ng caring customer-oriented company, foster internal customer / supply relationships and also bring about continuous improvements to the operation of the company.Barriers to get the hangFor Kelloggs to win back its brand and image customer loyalty and becoming customer focused organisation there are some barriers to overcomeInternal Focus Rather than focusing on improving the output measures like revenue, cost and returns, the firm should pay attention to input measures like staff satisfaction and customer experience.Command and Control Culture A command and control culture in the organisation creates internal conflicts, poor communication and mistrust. This constrains the freedom of building customer relationships and also the exchange of knowledge for better growth of the company.Short Term Approach The company should not tend to fall back to the product-thinking strategy, instead it should hold on to the customer focus strategy and treat it as a long term initiative which migh t help acquire customer loyalty and retention to the firm.Inadequate Customer Data With small volumes of customer data it is difficult to analyse customers behaviour and manage relationships. So, they should always make sure that adequate amount of data is available on the customers to understand the buying behaviour patterns.Understanding the customers Though the company has gathered enough information, it is sometimes difficult to harness it. So it should try understanding the attitudes and beliefs of the customer.ConclusionLabelling on food products plays a major role in the decision making process of a consumer. The buying behaviour of consumers is richly embroidered by the labels available on the product. In the Kelloggs case labelling issues created a damage to the company. The best way for Kelloggs to recover from this situation is to use the launch of the new products as a strategic technique to win back the customers it has lost. The glue that hold the organisation together is strong customer focus. It acts as a fuel for an improving the brand image of the company. Every employee should be committed and dedicated towards their work in order to build a customer focused organisation. If Business neglects to create a true customer focus, they need to face huge unnecessary costs for poor service elevated due to the active promotion of the customers who are dissatisfied. This might result in investing extensively in marketing and advertising by the company to gain back the customers attention. The life blood of the organisation are the customers who allows the firm to realise their main goals and objectives to survive in the market and also to make a profit. Their behaviour helps the products to attain a recognition and allow them to last for longer periods. Consumer behaviours keep changing from time to time and the best thing the company could do is to develop strategic ways that make the consumers buy the products may it be old or new. So, customer foc used strategy is the only thing which keeps the companies alive and growing in this highly changing competitive market.

Seraglio: An analysis

Seraglio An analysisSeraglio centers on a fundamental mystery the complexities of a husband and wifes relationship. The roadblock that they experience between them is further emphasized with being from twain different cultures, which is portrayed as almost being from two different worlds, close besides not touching, like two continents, each with its own customs and history, between which there is no bridge. It is evident that Swift sets this barrier from the start as his interesting choice of title refers to a room where the women ar kept secluded from the men.The narration is in commencement exercise person homophile(a) and is enhanced by the main protagonist the husband. The exotic setting which the functions ar indulged in, contrasts deeply with the dark events that have the taken place in their lives the husbands affair, his wifes miscarriage, the misfortune of not being able to have children in the future and the ways in which they try to ment wholey escape from thes e woes. Cosmic irony is common in Swifts micturate as his characters are hardly ever happy, and when they are, the feeling is almost alien to them.Seraglio find oneselfms to defy the common story structure as there is no solution to the predicaments the characters face. The husband as a flat character means he has no function other than to provide us with the narrative, which is useful to us as readers when interpreting the essentials of the story.Swifts preservation of names and detail of the characters lives evokes further curiosity in the reader, proposing a desire for us to learn to a greater extent close the characters. In comparison, if we look at swift himself, the Telegraph states No contemporary author is such a closed book, indicating that his characters whitethorn be mirroring himself. In contrast to the deficiency in detail of the characters, Swift is quite descriptive when illustrating the city, possibly to indulge the readers attention further into the story.When i t comes to the husbands personal life such as his current marriage, he makes more use of narrative passages, leaving the reader to dig in further for clues some the suspender. It is as if Swift uses these narrative passages as a wrench for the author to piece certain things together, including the sensitivity of the couples relationship and the feelings associated.In A Family Man, Pritchett narrates in third person whilst introducing to us the main protagonist Berenice, a cleaning lady who is snarled in a piquant affair with William Cork. We sense that it is on the verge of being discovered when Florence (Mrs. Cork) enters the story, a large ponderous woman who at once grips the readers attention due to this presentation of her. Initi all in ally, the reader is drawn to her size, but later it is who she really is that keeps us drawn to her further. Pritchett overly injects curiosity into the story when describing how one character is towards the other, in this case, Berenice w ith Florence as the reader is stepping into her shoes and experiencing what she feels and how she reacts. The author uses her as a tool to aid us in interpreting this, as we are displace plainly in her shoes. Pritchett makes this easier for us as we read of Berenices character from a third person limited extremum of view.The tension is soon created when Florence reveals herself to be Mrs. Cork, the wife of William Cork, and continues to mount throughout the story as we ob sue how the two characters react with each other. Pritchett presents to us the two women meeting for the first time, at first petty(a) towards each other but eventually confrontational, Is that what he has been stuffing you up with? I know what you and he are up to.Florence is indefinite about the affair, even so the reader knows completely well that it occurred, indicating elements of dramatic irony within the story. However, we are in any case left in the dark as much as Florence is when it comes to acute the precise details of the affair (for example when it started), creating further suspense and mystery.Berenice is a energetic character, in that she lies to Florence and wobbles her story to get around the difficult situation she finds herself in. We see another side to her, especially as Pritchett states in the beginning, She had been brought up by Quakers and thought it wrong to tell or act a lie. This affirmation completely contradicts what she does later, creating a complex in her character. She encounters conflict and transforms as a result of it.On the other mint, Florence serves as a flat character as there are no multidimensional traits in her personality. Also, she is readily recognized as the adulterers wife, making her a stock character. Evidently, Prichett may have placed her there to function out the multidimensional traits in Benerice.The other flat character in the story is Mrs. Brewster, whos thing in the novel is minimal, but her importance is great. It is th rough her words that we view (for the first time) another outlook on Benerice.After thinking Benerice would have learnt her lesson in regard to nearly getting caught by Mrs. Cork, Benerice visits another couple and we see elements of a flirty nature through Mrs. Brewsters view of her, She ought to get marriedI wish she wouldnt swoosh her hair around like that. Through this dry ending, Pritchett is almost alluding to a possible recurrence of another affair with a married man (Mrs. Brewsters husband?), which presents the reader with a whole new serial publication of events to look forward to.The Prophets Hair portrays a family from the valley of Kashmir who are broken by a strand of the Muslim prophet Mohammeds hair. This story is full of overtones, regarding the personal effects of religion on others, and the way in which corruption is associated with money. Ultimately, Rushdie highlights two strong forces within our society money and religion, and how they conflict with each other . In the end, the hair itself raises this vertex through the way it affects each character the materialistic Hashim family and Sheikh Sin the thief who craves jewels, who all perish eventually.The opening of the story is filled with overtones of religion and money, which are emphasized from the start as we learn that Hashim is a money-lender and not a godly man. From the beginning we are informed that Hashim sees value in nothing else but money. Also, on discovering the religious trinket, Hashim immediately thinks of American millionaires who buy stolen paintings and hide them away, which may suggest one of his thought processes of wanting to sell the ampule in future.Hashim is a dynamic character and Rushdie demonstrates extreme contrasts and complexities in his character the protagonist starts off as an atheist then transforms into (what he thinks) a deeply religious individualistic (even though he continues to beat others and has sinned to his wife), imposing strict religious acts onto his family. His character also becomes dislikeable to the audience after the effects of the Prophets hair. On discovering the find, he does not do the honorable thing of returning it to the shine. The reader expects this as we learnt in the beginning that he set great store by living honorably in the world, however, his actions were not honorable and resemble that of a thief.In contrast to Hashim, Atta is a flat character in that he does not undergo any change throughout the course of the story. Rushdie may have used him as a device to enhance the plot as he is at one point involved in removing the religious trinket from the home, and also represents the familys wealth in the opening scene. He also wakes up Hashim in the end, causing a serial publication of unfortunate events to unfold.Huma is one of the main protagonists alongside her father, who also enhances the plot (perhaps more than Atta) as she introduces Sheikh Sin to the situation. She evokes pathos in the reader , and we can empathize with her more than Atta, as she is victimized by her father for no reason, whereas in the beginning Atta lands himself in trouble when looking for a thief, which the reader may interpret as foolish behavior.Other round characters include Sheikh Sin and his wife. She is a round character as she evokes interest in the reader in regards to how she got her trance back when her husband was killed.Rushdies use of symbolism is extensive throughout the story. I believe the religious trinket may interpret the two elements of corruption involved in our society, folded into one. The phial has a monetary value whilst the hair contains great spiritual value. To attain the prophets hair is selfish and wrong, but the monetary value of the phial is greatly desired by all, possibly symbolizing that these two elements are not compatible with each other. Fiona Richards from the University of Leeds also states, It illustrates the extent to which the icons meaning is determined by the context in which it is placed, and its ability to subvert and destabilize the limits placed upon its meaning by such a framing.Rushdie also prepares the reader with the series of events that are to occur, the vitreous contentment of that house hold, of that life of porcelain delicacy and alabaster sensibilities, was to be shattered beyond all hope of repair, indulging the readers interest further.Rushdie also induces cultural references through his use of words from the Kashmiri language, such as kukri knives and shikara. This gives the reader an insight into the culture by revealing to us different Kashmiri words. He is around expanding our knowledge of the Kashmiri culture here.The Prophets Hair ends ironically, as the religious trinket aids poor Sheikh Sins wife and disabled children but destroys the wealthy Hashim and his family. In the end, it only worked for those who truly needed it.Weldons Weekend presents the habitual and normality of a standard middle class family , and the pressures that the main protagonist Martha faces. Weldon, who is a feminist also challenges conventional feminism here.The story is illustrated from an omniscient point of view, as Martha and at measure Martins thoughts are revealed to the reader. The author portrays Martha as a staring(a), loyal and hard-working wife, but her efforts are unappreciated by her dominating husband Martin, who she tries hard to please but (sometimes) gets stern looks from him. As the story follows, it is evident that Marthas daily struggle of being the perfect mother to her kids, keeping life organized and maintaining Martins satisfaction has had an effect on her mind state, to an extent that her thoughts have been tormented by fear and paranoia, You dont want his monument providing a passion you neglected to develop. Do you? The presence of Katie (Collins new wife after Janet) may also trigger Marthas paranoia as she represents what Martin could have after Martha. In her desperation to ple ase Martin, Martha also changes her thoughts and ways to match that of Martins, No such thing as an accident. Accidents are Freudian slips they are wilful, bad tempered things. Although it appears as Martha is speaking, this is actually something Martin may have conditioned her to think. Her own thoughts have transformed to reflect Martins.The story contains heavy themes of gender stereotype and gender inequality. Weldon alludes to this when talking about the cars Martin has a posh sports car whilst Martha drives an old estate car. Also, the reader can notice that Martin tends to do the manly jobs such as driving and lighting the fire, whereas Martha cooks and cleans. Predominately, Martin is the preponderating force in the story and Martha is the secondary force, who is threatened.Martha is also associated with further negative connotations, such as complaining too much, being paranoid and dull, and at times slow. This could represent the modern attitudes of housewives as they don t work but stay at home all day. This idea is further emphasized when we see elements of quoted dialogue from Martin. He mainly speaks in imperatives to her, You shouldnt have bought it so ripe, Martha Be honest nowThis creates tension in the reader as one may get jade of hearing demand after demand. This also enables us to experience the restlessness Martha may feel.Martha contrasts to Katie, who is childlike in stature and also in manner, as Martha cannot charge her in the kitchen. She can also be viewed as being more independent than Katie, as Katie is in her mid thirties with nothing at all to her name, neither husband, nor children, nor property. However, in the story it is almost as if Martha feels threatened by Katie because Martin states that she is exciting and wonderful and has restored Collins youth.Weldon cleverly reveals to the reader Collin and Janets past relationship to symbolize what could occur if Martin was not satisfied with Martha he could find someone like Ka tie who is more extrovert and relaxed, and who could bring out the youth in him. We learn that Janet was also dull and quieter than her husband just as Martha is.The ending can be viewed as either being pessimistic or optimistic. Is it that Jenny has motherhood, marriage and friendly relationship to look forward to? Or are these the things that she will find hard to embrace? In the end, Weldon leaves the reader to assume their own opinions.The story of Philomela is told in first person narrative, and it is Philomelas sister Procne who narrates the story. This contradicts the readers expectations as the title is Philomela, so initially, we expect the story to be from from her point of view.Procne narrates in a cold and firm tone throughout the story, which creates more pathos without any extra detail being needed to create this mood.The reader cannot help but notice comparisons with Ovids tale of Philomela as it is a much more detailed version, providing an elaborate account of Philo melas suffering. On the other hand Tennant has cleverly condensed her version of the story, leaving the reader to conjure up thoughts about what might have happened themselves.On killing her son, the reader can still empathise with Procne when she states, Years and years will pass, and these minutes will still be longer than them all. Every hour will be made up out of them. Although she keeps an unemotional tone during this scene, Tennant still informs the reader that this tragedy will neer escape her mind, engaging our sympathies with her.Tennants use of symbolism is reflected through the birds in the story, I moped, like the birds my children bring back when they go out for a walk. Procne associates herself with these birds, and this association may allude to the women of that era who werent allowed to speak out, who didnt have a voice.The absence of Philomela has led the grief-stricken Procne to isolate herself, and it is the sound of birds that is the only thing which keeps her content, It was summer, and birds were singing in the coppice of olives. This could perhaps forshadow the events that are to occur, as the birds are the only thing which give her hope and also represent the voiceless women, particularly Philomela who will give her the forefinger to avenge later.Procne turns from a grief-stricken sister to a murderer and an avenger. These complexities in her character cause her to be a dynamic one. Philomela is also a dynamic character as she encounters conflict and is changed by it. She also introduces and enhances the plot. She evokes the anger and hostility needed towards her husband in order to carry out the revenge, She reached my side and took my hand so I could rise with new strength.On the other hand, Tereus is a flat character because he has no other function other than to serve as a villain in the story, who offers to take Philomela to Thrace but then rapes her.Isyth is a flat character as he has no major involvement in the story apart f rom being served on a plate to his father and used as part of revenge.Procne constantly describes Philomelas physical features, I watched her all the time- for signs of happiness, or discontent, or simply to see what her eyes would say to me. Her eyes which speak their own language provide the reader with an insight into how she feels, as this is the only way we can understand her.ReferencesBooksBradbury, Malcom (1988), The Penguin Book of Modern British Short Stories, Penguin BooksInternet SourcesMalcom, David (2003), Understanding Graham Swift Online University of South Carolina http//books.google.co.uk/books?id=EttQoAGfCcsCpg=RA1-PA72lpg=RA1-PA72dq=criticism+on+hareem+by+graham+swiftsource=blots=s3rfxl9fbvsig=3LdeVZlPHVfNg2 02fSIWzw2dHchl=enei=lWWJS4P2H4n60wSF0p3UCwsa=Xoi=book_resultct=resultresnum=4ved=0CA4Q6AEwAwv=onepageq=f=falseAccessed 25/02/10KCS,(2007) Analysis Rushdies The Prophets Hair Online http//www.associatedcontent.com/article/226858/analysis_rushdies_the_prophets_h air.htmlAccessed 10/01/10Richards, Fiona The Desecrated Shrine Movable Icons and Literary Irreverence in Salman Rushdies The Prophets Hair Online University of Leeds http//www.soas.ac.uk/soaslit/issue2/RICHARDS.PDFAccessed 25/02/10Marks, Tracey (2000), Philomela in Ovids Metamorphoses Online Ancient Sites Communityonline discussions on Greek and Roman mythologyhttp//www.webwinds.com/thalassa/philomela.htmAccessed 25/02/10Gradua Networks (1995-2009) A Family Man by V.S. Pritchett How the writer makes the story interesting and entertain Onlinehttp//www.cheathouse.com/essay/essay_view.php?p_essay_id=103107ixzz0gmm2K9D7http//www.cheathouse.com/essay/essay_view.php?p_essay_id=103107Accessed 18/12/09

MORPHINE Essay -- essays research papers fc

MORPHINEMorphine is a narcotic analgesic drug, which agency that it is a downer painkiller. It is most commonly given intravenously (by injection) for more rapid results, but it can also effectively be given orally. It has a remarkable ability to reduce physical distress, and its calming effect protects against exhaustion in traumatic shock, internal hemorrhage, and several other conditions. This drug is truly a miracle worker. Morphine is an opiate, coming from the poppy seed. It was first isolated from opium in 1803 (some sources say 1806) by the German pharmacist F. W. A. Serturner, who named it after Morpheus, the god of dreams. Morphine was first used as a painkiller, and mistakenly, as a cure for opium addiction. Morphine quickly replaced opium as a cure-all recommended by doctors, not to mention its popularity as a unpaid drug. The exchange of morphine addiction for that of alcohol was considered positive for the reason that alcohol was harder on the body, and more likely t o trigger antisocial behavior. By the time diacetylmorphine was discovered in 1874, morphine had already addicted hundreds of thousands of people. Soon heroin found its way to the level of morphine and codeine. Since the practice of selling patent medicines had no regulation until 1906, with the Pure Food and Drug Act, it was common to simply mail order any of these drugs. Morphine played a part in the American Civil War as well. Not only was it commonly the companion of a soldier injured on the fiel...

A Comparison of Greek and Norse Mythology Essay -- essays research pap

Hundreds of years ago people did not have the technology to explain different forces of nature. They created gods, each with separate powers, to rule their domains. Some of the gods were merciful, any(prenominal) were wicked, and others were merely servants of more powerful gods. Looking at the gods, it is easy to tell what the culturedization most valued. I am going to look at the classical and the Norse gods to compare what was most important to their societies. Both cultures had a king of the gods. In Greek mythology there is no god who is more powerful than Zeus. He is the youngest son of Cronus and Rhea, ruler of the Titans. Cronus was told that one of his children would overthrow him, taking control of his kingdom. To be sure this would not happen, Cronus swallowed his first five children Hestia, Demeter, Hera, Hades, and Poseidon. Rhea could not bear to agnize another one of her children, devoured so she replaced Zeus with a rock wrapped in swaddling. Cronus, thinking he ate Zeus, left Rhea time to chair Zeus in a cave where he was raised by a divine goat, Amaltheia (pantheon/odin). After Zeus was grown he went back to Cronus with the serve of Gaia and Metis, who made an elixir to cause Cronus to vomit his brothers and sisters. Zeus then led the fights against the Titan dynasty. Afterwards they banished the Titans to Tartarus, the lowest place on earth, even land than the underworld. Zeus and his brothers then drew straws to find who would rule where. Zeus gained rule of the sky, Poseidon ruled the seas, and Hades ruled the underworld (pantheon/odin). Zeus is the god of law, justice, morals, thunder, lightning, and rain. It was his job to do and make sure laws were being kept. He was worshipped originally as a weather god. He was depicted as a middle-aged man with a youthful appearance he was regale and was almost always shown ready to throw a lightning bolt (pantheon/zeus). Odin is the ruler of the gods in Norse mythology. He was stuck by his own spear pinned to the World Tree. There he learned nine songs and eighteen runes. Odin lives in Asgard from his throne he observes everything that happens in the nine worlds. Valhalla is a hall in Asgard where the dead warriors are taken Odin is also known to reside there (pantheon/odin).Odin is the... ...sions of the mythology, it is easy to tell what the cultures held in high regard. The Greeks were a civil people their chief deity was a god of law, justice, and morals. The Norse, on the other hand, were a people of war. Their chief god was a god of war and death, and the save way to Valhalla was to die honorably in battle. Examining these mythologies is an excellent way to show the similarities and differences of the two cultures.Referenceshttp//edweb.sdsu/people/bdodge/scffold/GG/titans.html 3 pages, accessed April 10, 2004http//encyclopdia.thefreedictionary.com/Norse%20Giants 1 page, accessed April 7, 2004http//www.infoplease.com/ce6/ent/A0823459.html 3 pages, accessed Apri l 10, 2004http//www.messagenet.com/myths/bios/hades.html 3 pages, accessed April 10, 2004http//www.pentheon.com/articles/o/odin.html 1 page, accessed April 7, 2004. Created on March 3 1997, Modified Feb. 12, 2004. Encyclopedia Mythica 1995-2004http//www.pentheon.com/articles/z/zeus.html 2 page, accessed April 7, 2004. Created on March 3 1997, Modified March 19. 12, 2004. Encyclopedia Mythica 1995-2004Long, Gareth, http//webhome.indirect.com/delong 3 pages Accessed April 12, 2004