Marine Pollution Essay Example for Free

Marine Pollution Essay Pollution of the worlds oceans is quickly becoming a major problem on Earth. We know very little about the effect that pollution has on the oceans, but we continue to dispose off chemicals, sewage and garbage into it at an unprecedented rate. Most people likely do not even know what types of pollutants reach the oceans. There may be billions of people unconcerned about ocean pollution and hence this problem. Truly, the fish catch from the sea will tend to bio concentrate the pollutants to finally reach the humans. Toxic Ocean Pollutants Toxic pollutants in the ocean ecosystem have massive impacts on the plants and animals. Heavy metal poisoning (such as lead and mercury) from industrial effluents accumulate in the tissues of top predators such as whales and sharks (so do not hesitate to support ban of hunting whales and sharks but to the dislike of many others). Many a times such poisoning causes birth defects and damages nervous system. Dioxins from the pulp and paper bleaching process can cause genetic chromosomal problems in marine animals and may even cause cancer in humans. PCBs (polychlorinated biphenyls) typically cause reproduction problems in most marine organisms. PCBs usually come from older electrical equipment. Poly-aromatic hydrocarbons (PAHs) are another source of marine toxic pollution and typically come from oil pollution and burning wood and coal. These PAHs are responsible for causing genetic chromosomal aberrations in many marine animals. Lastly, low-level radiation poisoning is also possible in the ocean environment. Though scientists know very little about how radiation affects marine organisms, it cannot be a good thing anyway. Some marine species such as a population of Beluga whales living in the St. Lawrence River area in Eastern Canada are in serious trouble because of marine toxic pollution. These Beluga whales are the victims of ocean pollution ranging from PCBs to heavy metals as well as other pollutants. However, toxic pollution is only the tip of the iceberg in terms of total ocean pollution. The toxic pollution varies from PAHs heavy metal pollution from industrial effluent and fallout, PCB pollution and even possible low level radiation. No matter what we humans do, there is potential for serious pollution of the oceans. Marine Garbage Marine garbage disposal is another major form of ocean pollution. The worlds oceans are a virtual dumping ground for trash. Sometimes the garbage includes junked out fishing nets, plastics, general household garbage and even like bulbs. In one case, an island 300 miles from the nearest inhabited island (and 3000+ miles from the nearest continent) had 950 pieces of garbage ranging from plastics to tin cans. Garbage in the oceans is a serious issue as fish entangle themselves in fishing nets and animals sometimes eat trash products and die. There are numerous examples of dolphins, sharks and whales entangling themselves in fishing nets and dying from oxygen starvation. It is possible to clean garbage from the oceans if humanity quits using it as a garbage dump. Marine garbage can often enter into animal gut; plastic pop tab rings accidentally strangle animals and so forth. Controlling this form of pollution is important to maintain a healthy ocean ecosystem. Even simple plastic bags can have large pollutive impacts within the ocean. In one case, a deceased sperm whale was found to have a party balloon blocking its digestive system. The whale died from inability to process its food and died of starvation. Plastics can also have negative impacts to boats if they accidentally plug water intake lines. Sewage Disposal in Ocean Sewage is yet another major source of marine pollution. Typically, the problem with sewage is that it causes massive nutrient loading in the ocean ecosystem. Nutrient loading triggers algal blooms in the water leading to the loss of dissolved oxygen. After the depletion of oxygen levels, many organisms in the ocean die from being unable to breathe properly. Other problems associated with sewage include parasites/bacteria that force closure of public coastal beaches and poisoning of shellfish fisheries. For the most part, cities in the developed world have sewage treatment facilities but many of the cities in poorer areas have little to no sewage treatment. As the world population continues to increase, sewage pollution will be on the rise. What we often do not realize is that the waste water out of washing our clothes, faces, dishes and cattle, is ultimately headed to the sea. This includes everything from our homes (toilets, washing machines, bathtubs, dishwashers and so forth), industrial effluents and even chemicals such as paints and fertilizers that we dispose of down the drains. Eventually, all of this sewage pollution adds up and we land in serious problems due to lack of oxygen for organisms and poisoned water. Non-Point Pollutants The last major source of ocean pollutant is non-point. Non-point pollution can come from amazingly varying sources, viz., runoff from farmland (fertilizers, manure), industrial runoff (heavy metals, phosphorous), urban runoff (oils, salts, various chemicals) and atmospheric fallout of airborne pollution. Obviously, it is the hardest to control. Point pollution, in contrast, is pollution from a direct source like a factory outfall pipe. The enrichment of water by nutrients, especially compounds of nitrogen and phosphorus, causes an accelerated growth of algae and higher forms of plant life to produce an undesirable disturbance to the balance of organisms and the quality of the water (Eutrophication). Input of nutrients like nitrogen and phosphorus to the sea is a natural prerequisite for life, not an environmental problem. It becomes a problem only when the input increases to such levels that the original properties or functions of the ecosystem change. Then, it becomes too much of a good thing. When this manifests in marine waters or a lake, it is referred to as eutrophication a concept covering a series of events in the aquatic environment. Input of too large amounts of nutrients, followed by other events and effects is ominous and results in higher levels of nutrients in the water. Physical, chemical and biological changes that follow tend to reflect in the fauna and flora, oxygen conditions change and other changes in the water mass, in the sediments and on the surface of the bottoms. Pollution of coastal waters: Kerala under microscope The coastal waters of the maritime states are under the constant threat of pollution from a number of sources. The relatively long shoreline of India (6000 Km) is no exception either. More so is the case of Kerala. Compared to the rest of the union, profile of Keralas coastal waters may be better; still a lot remains to be achieved. The tropicality of the region and consequent intense rain fall in the hinterland, along with the physiography has immensely contributed to the quality of coastal waters. The agrarian nature of land use itself has become a bane to the coastal water bodies of the state in the midland as well as in the lagoons in coastal land. Fertilizer residue originating from the tea, cardamom, and rubber plantations of the highland and midland are finally headed to the coastal water of the ocean. But, the brunt is borne by the waters in the lagoons, ponds and other inland water bodies. The intracoastal water way is no exception either. Obviously, the fertilizer residue leads to the eutrophication of the coastal waters, and adds to the reservoir of the chemicals that already exists in the sea. Luckily, the amphibious plant species that characterize the fresh water bodies and lead to their eutrophication, do not survive in the marine environment. However, if not checked, we may reach a situation like in the mouth of Mississippi River, where a 60 mile wide algal belt has reportedly come to stay. The sheer size of the coastal waters is an insurance against the pollutants, like the fertilizer residues, yet could not influence the sea water chemistry to any great extent. Where do we go from here? Industrial pollution is not as bad as it used to be in the developed world as new techniques and better waste and effluent treatment are put in place. New laws and regulations make it difficult for people to dump their trash into the oceans though inevitably some dumping will always occur. One idea is to promote community beach-cleaning events where in everybody volunteers in to pick trash off the beaches. By cleaning up the trash on beaches, we lessen the potential chances of accidental animal kills and afford better and cleaner looks for beaches. Reduction of sewage is possible through the installation of better sewage treatment facilities and by adoption of volume reduction technologies for the worlds cities. Developed countries like Canada and the United States as well as Western Europe should assist the poorer countries in installing sewage treatment facilities. Reducing harmful sewage discharge would be a major start in helping to clean the oceans of pollution. Many areas of the world have reduced non-point pollution through proper recycling facilities for used oil and paint products. In the past, people simply dumped used oils and paints into the sewer system where they would do serious damage to the water. Pollution will still occur but with effort and determination it

Brand Equity Associates With Apparel Industry Marketing Essay

Brand Equity Associates With Apparel Industry Marketing Essay There were many scholars who studied on conceptual research of brand equity; trying to find out what are valuable dimensions of building brand equity for both the customer and the company. Aaker (1991) regarded a brand as a name or symbol which derives from the value provided by a product or service to a company and/or the companys customers, as well as a set of assets and liabilities linked to a brand. He divided brand equity into five categories as brand awareness, brand associations, perceived quality, brand loyalty, and other proprietary brand assets. Consumer perceptions and reactions to the brand are directly pointed out by the last four elements of brand equity; moreover, the existing interrelationship among the dimensions of brand equity should be noted (see Table 1). Besides, Keller (2003) defined customer-based brand equity as the differential effect that brand knowledge has on consumer response to the marketing of that brand. A brand with positive customer-based brand equity might result in consumers being more accepting of a new brand extension, less sensitive to price increase and withdrawal of advertising support, or more willing to seek the brand in a new distribution channel. In 1993, Keller noted brand knowledge could be divided into two essential components as brand awareness and brand image (associations) to contribute consumer-based brand equity; it is also as well as a necessary premise in terms of consumer-based brand equity, or described as a point which keeps in mind by consumers are pertinent with diversified associations. These theories could be utilized in our research to contribute identification of the hypotheses. 1.2 Brand Equity in Apparel Industry Some researchers have done the similar tests. Jung and Sung (2008) measure and compare the consumer-based brand equity of apparel products by different consumer groups across cultures. Among the elements of brand equity, the perceived brand quality and brand awareness/association reported by American college students were significantly greater than those reported by South Koreans in the USA and Korea. Brand loyalty was the most important element of brand equity. In the relationship between elements of brand equity and purchase intention, brand loyalty showed positive correlation with purchase intention across all tested consumer groups. The finding supported by Xiao and Hawley (2009) based on Aakers well-known conceptual framework of brand equity, they found that brand association and brand loyalty are influential dimensions of brand equity. Weak support was found for the perceived quality and brand awareness dimensions. Moreover, they suggest considering the relative importance of b rand equity in their overall brand equity evaluation for better brand management, and concentrate their efforts primarily on building brand loyalty and image. Similarly, Holehonnur, Raymond, Hopkins, and Fine (2009) explored customer equity from a consumers perspective, examining the relative impact of the drivers of value equity and brand equity on purchase intention. The results show that quality and price-prestige relationships serve as drivers of value equity, whereas brand awareness and brand attitudes drive perceptions of overall brand equity. Likewise, they support the influence of brand and value equity on consumers purchase intentions. Retailer brand equity is also tested by several researchers, such as Swoboda, Haelsig, Schramm-Klein and Morschett (2009) examined on how consumer involvement influences perception of retailer attributes, which affects customer-based retail brand equity. In retailing, consumer involvement has a moderating effect on retail brand equity; whereas, the influence of price, communication, service and store design is greater on highly involved consumers than on those with low involvement. Since consumers with a different level of involvement have a different perception of retailer attributes, this factor is relevant to retail brand equity. It supported by previous research, Pappu and Quester (2008) examined whether retailer brand equity levels vary between department store and specialty clothing store categories. Retailer brand equity is conceptualized in this paper as a four-dimensional construct comprising retailer awareness, retailer associations, retailer perceived quality and retailer loyalty. Results referred to department store brands yielded significantly higher ratings for all the retailer brand equity dimensions than specialty store brands and providing the guideline for retailers possess brand equity. 2. Consumer Behaviour in Fashion Industry 2.1 Fad Fashion Industry with its Consumers According to Keynote in 2008, companies turn around new styles from design to shop floor within 2 weeks in the Fast-fashion industry. This successful recipe has allowed retailers to generate large profits selling vast quantities of low-price clothing to shoppers seeking something new to wear every week (Morgan and Birtwistle, 2009). The marketing and apparel literatures are unanimous in reporting that fashion leaders tend in general to be young consumers (Mason and Bellenger, 1974; Gutman and Mills, 1982; Horridge and Richards, 1984; Goldsmith et al., 1991). According to Keynote, a study of young males and females between the ages of 15 and 24 reports that 38% shop at Primark, 35% at Topshop/ Topman, 33% at New Look, 31% at River Island and 24% at H&M; Therefore, forecasts of demographical trends reveal that, while some age groups are in decline, there is to be an expansion in the 15- to 29-year-old group over the next 5 years (Morgan and Birtwistle, 2009). 2.2 Consumer Behaviour of Fashion Industry (add Table) Based on Keynote information, the consumers are growing tired of the relentless consumerism of buying so much clothing so frequently, but the appeal of cheap chic newness remains very alluring to teens and early twenties looking for something different to wear while socializing (Morgan and Birtwistle, 2009). Young consumers are more concerned with trends than probably any other age group (Martin and Bush, 2000). Additionally, Newman and Patel (2004) assert that, compared with other consumer groups, fashion leaders, or innovators, believe fashion to be of importance to their lifestyles. They have strong opinions about taste, are advocates of new trends and are sources of inspiration for other consumers when adopting and buying the latest styles (Polegato and Wall, 1980; Beaudoin et al., 1998). Besides, Pentecost and Andrews (2010) found weekly and monthly expenditure, gender and fashion fan ship were significant influences for consumer purchasing behaviour; while for yearly expenditure, gender, and impulse buying were significant. Attitudes towards fashion had no significant influence on expenditure. Females purchase more often and were significantly different from males on yearly expenditure, fashion fan ship, attitudes and impulse buying. Generation Y is higher on purchase frequency, fashion fan ship, attitudes and impulse buying compared with other groups under investigation. 2.3 Consumer Behaviour is impacted by Media Recent research by Birtwistle and Moore (2006) indicates that fashion innovators and early adopters, compared with followers, are heavily influenced by the fashion media. They shop and purchase fashion items more frequently, are influenced in their purchasing habits by celebrities and are spending more per month than they did previously. These findings are supported by Greenes (2008) observations about the influence of aspirational lifestyles and must-have fashions depicted in current US dramas. Indeed, fashion publicist Kristian Laliberte (cited in Greene 2008) hails the shows stars as the new influencers. In the focus groups, Morgan and Birtwistle (2009) referred to the majority of female respondents were readers of fashion or celebrity magazines. The most popular magazines as Cosmo, Elle, Glamour and Marie Claire, respondents used magazines to identify trends, which they then followed by purchasing lower-priced imitations from high-street stores. 3. IMC to Build Brand Equity (need to modify and check reference ) Belch and Belch (2009) noted IMC plays a main role in the progress which develops sustainable brand identity and equity. Likewise, Keller (1993) also noted brand identity and equity can be built and maintained by creating a well-known brand which has been kept in the mind of the consumer as favorable, strong and specific association. The integrated marketing paradigm focuses on the full set of contacts that affect the consumers brand experience (Calder and Malthouse, 2005). Marketers are faced with the questions of how to use multiple touch points to convey their messages in a more profound and engaging way and how to reinforce a message or brand more efficiently with the same advertising budget. 3.1 A model of brand equity for marketing communications According to the customer-based brand equity model (Keller, 2008), brand equity is fundamentally determined by the brand knowledge created in consumers minds by marketing programs and activities. Brand knowledge is all the thoughts, feelings, perceptions, images, and experiences etc that become linked to the brand in the minds of consumers; it can be divided by two important components as brand awareness and brand image. Brand awareness is related to the strength of the brand node or trace in memory as reflected by consumers ability to recall or recognize the brand under different conditions. Brand image is defined as consumer perceptions of and preferences for a brand, as reflected by the various types of brand associations held in consumers memory. Strong, favorable and unique brand associations are essential as points-of-difference that can serve as sources of brand equity to drive the differential effects. These effects include enhanced loyalty; price premiums and more favorable price elasticity responses; greater communication and channel effectiveness; and growth opportunities via extensions or licensing (Hoeffler and Keller 2003; Keller 2008). Thus, the basic premise of the customer-based brand equity (CBBE) model is that the power of a brand lies in the minds of customers and the meaning that the brand has achieved in the broadest sense (Janiszewski and Osselaer 2000). To understand the role of all the different types of marketing communications for brand building, 3.2 Marketing communication effects on brand equity Marketing communications activities contribute to brand equity and drive sales in many ways (Keller 2007): by creating awareness of the brand; linking the right associations to the brand image in consumers memory; eliciting positive brand judgments or feelings; and/or facilitating a stronger consumer-brand connection. But these marketing communications activities must be integrated to deliver a consistent message and achieve the strategic positioning. The starting point in planning marketing communications is an audit of all the potential interactions that customers in the target market may have with the company and all its products and services. Marketers need to assess which experiences and impressions will have the most influence at each stage of the buying process. This understanding will help them allocate communications dollars more efficiently and design and implement the right communications programs. Armed with these insights, marketers can judge marketing communications according to its ability to affect experiences and impressions, build brand equity and drive brand sales. 3.3 Mixing and matching marketing communications In developing an integrated marketing communication (IMC) program, a number of factors come into play (Schultz, Tannenbaum, and Lauterborn 1993). Marketers must consider several factors in developing their communications mix, such as the type of product market, consumer readiness to make a purchase, stage in the product life cycle and the brands market share and positioning, as well as efficiency considerations. This broad view of brand-building activities is especially relevant when marketers are considering strategies to improve brand awareness. Anything that causes the consumer to notice and pay attention to the brand such as sponsorship and out-of-home advertising can increase brand awareness, at least in terms of brand recognition. To enhance brand recall, however, more intense and elaborate processing may be necessary, so that stronger brand links to the product category or consumer needs are established to improve memory performance. In terms of brand image, the question becomes what effects are created by the communication option, how strongly are they linked to the brand and how do the effects that are created affect, either directly or indirectly, consumers propensity to purchase and use brands? Marketers should mix and match communication options to build brand equity that is, choose a variety of different communication options that share common meaning and content but also offer different, complementary advantages so that the whole is greater than the sum of the parts (Naik and Raman 2003; Naik 2007). Different brand associations may be most effectively established by capitalizing on those marketing communication options best suited to eliciting a particular consumer response or establishing a particular type of brand association (Edell and Keller 1989). For example, some media are demonstrably better at generating trial than engendering long-term loyalty. 4. Print Advertising McCarthy, Michael S. and Fram, Eugene H. (2008) provided measures of brand equity for the new brand, print advertising results in greater levels of brand equity and helps in a greater likelihood of a future visit to the brands website. 4.1 Influences on Brand Awareness The power of visual elements in magazine advertisements frequently has been demonstrated. Images are simple to process and easy to remember, which could result in faster recognition of brand or product (Edell and Staelin, 1983; Moriarty, 1987). On average, magazine advertisements receive 1 or 2 seconds of attention. Visual elements are the primary appeal 90% of magazine readers first look at the graphic element; of that group, 65% process the graphic intent. Text follows imagery; for the readers who wove from image to words, only 2% of the written content is processed (Franzen, 1994). A growing body of literature also demonstrates the ability of pictures to evoke an emotional response (Bradley, Greenwald, Petry and Lang 1992). This attribute of print advertising will be a big advantage to contribute brand awareness and association. The point is also agreed by Batra and Ray 1986; Derbaix 1995; Edell and Burke 1987; Stayman and Aaker 1988. They illustrated emotional response to an adve rtisement is important with respect to advertising effectiveness, in terms of impacting both attitude toward the advertising and attitude toward the brand. In addition, Callow and Schiffman (2002) defined the complexity of a visual image which refers to the level of implicit versus explicit information that is needed in order to arrive at a meaningful interpretation of the advertisements message. This may be why advertisements often resort to simple visual images as a means for creating brand or product awareness. In previous study, Keiser (1975) suggested that brand and slogan awareness are dependent on the age, social class, and amount of print media readership of adolescents. The most consistent relationship was that brand and slogan awareness was greatest among opinion leaders, adolescents in the upper-cla ss, and adolescents who spent the most time reading newspapers and magazines. Brand awareness appeared to increase with age, while the reverse relationship held for slogan awa reness. 4.2 Influences on Brand Loyalty Pint advertising is used as an important tool in brand image-creation, and there has been an increase in the volume of campaigns using celebrities to endorse brands both in terms of gaining and keeping attention and in creating favourable associations leading to positive brand knowledge and distinct brand images, with cultural meaning transferred from celebrity to brand to consumer. This process has been enhanced via explicit reference to the meaning of the celebrity in the advertisement and supporting publicity, result in positive brand loyalty (Carroll, 2009). Similarly, Goodyear (1996) referred to differentiation of brands could be achieved over time by some lifestyle advertising. Thus, increasingly there was no information about the product, only the type of people who might be inclined to use the product (Baran and Blasko , 1984 ). Furthermore, Bhat and Reddy ( 1998 ) also commented developing, communicating and maintaining a brand s image as critical to the long-term loyalty o f a brand have been accepted. Leclerc and Little (1997) investigated whether the content of the print advertisement influences consumer attitudes, will depend on the executional cues of the copy, the brand loyalty of the consumers, and the consumers involvement with the product category. 4.3 Influences on Brand Association Kim, Damhorst and Lee. (2002) examines how consumer involvement with apparel influences perceptions of an apparel product presented in a print advertisement. Consumer involvement with apparel was examined in relation to three advertisement response concepts: attitude toward the advertisement, product attribute beliefs, and product brand attitude. A combination of apparel involvement dimensions (fashion, individuality, and comfort) influenced consumer beliefs about product attributes in the advertisement and shaped consumer attitudes for brand. In terms of gender differences, the comfort variable showed to be a stronger component of apparel involvement for men and women tended to be more involved in fashion. Findings also supported relationships among advertisement response variables previously tested by scholars. Product attribute beliefs and ad attitude were significant in product brand attitude formation. Keller (2003) also referred to magazine is particularly effective at building user and usage imagery toward brand. Some brand such as Calvin Klein, Tommy Hilfiger, and Guess, have also created strong non-product associations through print advertising. Some brands attempt to communicate both product benefits and user or usage imagery in their print advertising. After that, Chowdhury, Olsen and Pracejus (2008) researched that print advertising frequently conducts a single advertisement with multiple images, each of which is capable of generating an effective response. These multiple ad components combine to impact overall emotional response to advertising. This implies a greater number of positive pictures will lead to a more positive response which associates with brand in mixed-valence advertisements. Likewise, research on advertising in print media similarly has shown that the number and size of product shots can have a positive influence on recall (Twedt, 1952). 4.4 Influences on Perceived Quality Homer (1995) represented that consumers felt the large-sized ad was better designed and devoted more attention to it. The heightened design perceptions and attention, in turn, led to enhanced perceptions of quality and brand, overall attitudes, and behavioral intent. In support of past research, advertising size was found to lead to enhanced memory. Kirmani (1990) analysis suggested that consumers use ad size as an indicator of advertising costs and effort and that consumers make quality-related inferences based on their perceptions of advertising costs when quality-related information is not explicitly shown in advertising. The brand and quality perceptions are positively related to perceived advertising costs except at excessive levels when consumers may feel advertising is manipulative. Prior research has indicated that consumer perceptions as to the globalization of a brand leads to greater confidence in product quality which related with brand and higher intention to purchase (S teenkamp, Batra, and Alden, 2003). The point was supported by Chang in 2008. She revealed that western models were used to promote products and English brands were featured usually in magazine advertisements; and most likely to be used in fashions, cosmetics, and information/telecommunication categories. The use of western models and English brand names enhanced the perceived globalization of the brand and perceived quality of the product; higher on brand friendliness, brand trust, self-brand connections, and brand liking; moreover, encouraged participants to infer that the product originated from a developed western country. The third objective of this article is to understand the influence of Western models and English brand names on consumer product perceptions. It has been widely documented that products originating from developed countries are evaluated more favorably than products from developing countries (see Bilkey and Nes, 1982, for a review). In addition, an increased global perception of a product is associated with more favorable attitudes as to the products quality (Steenkamp, Batra, and Alden, 2003). Therefore, if consumers infer that Western models and English brand names indicate a products global qualities or that the product originated from developed Western countries, such inferences will also alter consumers product evaluations. 5. Strengths of Magazine 5.1 Selectivity In 2005, Duncan regarded as most magazines are subject specific, one of their greatest strengths is their audience selectivity. Although there are a few general-interest magazines which include the vast majority of magazines focus on one area. Magazines offer a wider range of ways to present brand messages than newspapers do, although both are print media. Most magazines focus their content coverage on a particular subject. The subjects discussed are all related in some way to the companys product. Some of these customer-focused magazines have advertisings only for the company brand. Therefore, brands that advertise in them can benefit from this expertise halo, an added value for a brand message. The theory is supported by Belch and Belch in 2009. They said using magazine as an advertising medium is its selectivity which is an ability to reach a specific target audience. It allows advertisers to target their advertising to segments of the population who buy their products based on in terests. New consumer magazine are continually being introduced to meet the changing needs, interest, and passion of the public in areas such as sports/ recreation, entertainment/celebrity, travel, fashion/ apparel, and beauty/ grooming. New business publications are also frequently launched to respond to development in business and industry. Not surprisingly, Fill (2009) also pointed out magazines are able to reach quite specialized audiences and tend to be selective in terms of the messages they carry. The print media are most suitable for messages designed when high involvement is present in the target market. 5.2 Reproduction quality/ Creative Flexibility (change) Due to many advantages of magazines, making them attractive to the target audiences as a popular advertising medium; especially, the strengths such as reproduction quality and creative flexibility of magazine can provide excellent reproduction on high-quality paper stock, and offer a great deal of flexibility in terms of the type, size, and placement for different needs, thereby, magazines are a visual medium where illustration are often a dominant part of an advertising and enhance the creative appeal of the advertising and increase attention and relationship (Belch and Belch 2009). Magazine advertising can be a strong visual persuasion in retailing industry, in particular, heavily use visuals to get attention (Cutler, Javalgi, and Erramsilli 1992; Bulmer and Buchanan-Oliver 2004) and the use of visuals is becoming a popular method for standardising print advertisements in cross-national markets for a growing number of multinational corporations (Phillips 1997; Cateora and Graham 19 99). Visual messages in advertising are found to be more easily and quickly processed, and more effective in getting attention (Rossiter 1982) and stimulating curiosity than verbal messages (Berger 1998; Lester 2000; Wells et al. 2003), regardless of processing condition (McQuarrie Mick 2003). Visuals in ads are not only the major form of delivering messages, but it tends to be scanned first and considered as an important criterion for making purchase decisions (Smith 1991). Besides, Bu, Kim, and Lee (2009) revealed that ads with direct visual forms were more prevalent in both western and eastern cultures. They tested the effects of culturally matching the visual forms on consumers attitude towards the advertising and the brand advertised. The product type and the brand familiarity moderated the effects; when brand familiarity was low, direct visual forms were preferred regardless of culture. 5.3 Permanence A distinctive advantage offered by magazine is their long life span, comparing to TV and radio which have very short life span by fleeting massages or newspapers which is generally discarded soon after being read. Magazines are usually read over several days and are often kept for reference. According to a study which did by Magazine handbook, it found that reader devote nearly an hour over a period of two or three days to reading an average magazine, moreover, around 75% of consumers retain magazines for future reference. Meanwhile, advertisements which exposed on magazine can use longer and more detailed copy, which is essential for high-involvement and complex products and services; the reader can be exposed to advertisements on multiple occasions and can pass magazines along to other reader (Belch and Belch 2009). Rest of book 5.4 Prestige Another positive feature of magazine advertising is the prestige the product or service may gain from advertising in publications with a favorable image. Companies whose products rely heavily on perceived quality, reputation, and/or image often buy space in prestigious publication with high-quality editorial content whose consumers have a high level of interest in the advertising pages. Some kinds of magazines provide an impressive editorial environment that includes high-quality photography and artwork. The magazines upscale readers are likely to have a favourable image of the publication that may transfer to the products advertised on its pages. The seal can increase consumer confidence in a particular brand and reduce the amount of perceived risk associated with a purchase since it really is a money-back guarantee (Belch and Belch 2009). 5.5 Receptivity/ Engagement Consumers are more receptivity to advertising in magazines than in any other medium. Magazines are generally purchased because the information they contain interests the reader, and advertising provide additional information that may be of the value in making purchasing decision (Belch and Belch 2009). Studies have shown that magazines are consumers primary source of information for a variety of products and services, including automobiles, beauty and grooming, clothing and fashion etc (Magazine handbook). Numerous studies have shown that consumers become involved with magazines when they read them and are more likely to find ads acceptable, enjoyable, and even a valuable part of a publication. Ulrich and Minjae (2009) observed on consumer magazines to measure the extent which consumers are favourable to engage with advertising in Germany. The result represents based on different market segment if advertisements can provide sufficient relevant information, they will be appreciated with regardless of nuisance for readers of adult magazines. Some American scholars support the viewpoint, such as Ferguson (1983) and Lorimor, (1977). They tested on retailing industry and applied to retail advertising which content is purely informational, as a result in the print advertising tends to be received. On the contrary, in Europe, the invasion of the press magazine industry by commercial ads seems to have a rather negative impact on the fans of this press in Europe. Most readers would certainly prefer magazines with less commercial advertising and more entertainment content. Accordingly, Nathalie (2000) analysed consumer reflects to press advertising is country specific. The evidence i ndicated American readers tend to be ad-lovers; however, most European media consumers seem to be ad-averse; hence, readers attitudes toward press advertising are deeply rooted in cultural habits. Although womens magazines are easy to engage with the target audiences due to included functional information which caters for readers need, the journals provided different receptiveness of magazine in specific country. What are the situations which print advertising works for interpreting fashion brand, and what is characteristic of background in Singapore, that still need to be tested on this research. 6. Online Advertising 6.1 Influences on Branding Ten years of online advertising research has confirmed the importance of the internet as a major source of information on brands (Hollis, 2005). Brand sites are increasingly being used as preferred destination sites for other forms of advertising, such as TV advertisements, banner advertisements, email advertisements, print advertisements, etc. The website of a brand could provide greater contextual information and facilitate higher users interactions with the brand; also providing an excellent platform to foster genuine relationships with potential and actual customers based on a continuous dialogue (Christodoulides and Chernatony, 2004). Therefore, designing effective brand websites contributes significantly to firms brand equity building efforts (Argyriou, Kitchen, and Melewar, 2006). Similarly, Steenkamp and Geyskens (2006) referred to greater interactivity promotes greater brand learning through better information assimilation and could help companies forge cognitive and emotion al bonds with their brand users. Yet, Dou and Krishnamurthy found the present study found that the application of interactive functions in brand websites was still quite limited. Thus, brand sites that boost their levels of interactivity can fulfill their online brand building missions more effectively. The literature (Batra, Myers, and Aaker, 1996) identified the key elements of brand sites that may contribute to their branding effectiveness. Some companies prefer to establish their own brand site for branding, just like a unique advertising approach for enhancing brand equity in the online environment is the design of dedicated websites for brands (Goldsmith and Lafferty, 2002). After that, evidence on the efficacy of brand websites in building brands is starting to emerge from both academic and industry studies. Ha and Chan-Olmsted (2004) found that users visits of brand websites for networks had a significant effect on brand image, as well as the option that gives them the best ability to learn about their favorite brands. In the following research, Yoo (2008) represented consumers experience priming caused by implicit memory and build a more favorable attitude toward the advertised brand regardless of the levels of attention they paid to the advertisements during exposure of web ads. Furthermore, those who unconsciously processed web ads did not remember seeing the ad explicitly, but they were more likely to include the advertised brand in the consideration set than those who had no exposure. Besides, Okonkwo, Uchà © (2009) more specifically referred to the fashion industry as internet is a multidimensional channel that serves multiple purposes including communications, branding, services, design, retailing, consumer analysis, clien

J.D. Irving Limited (JDI) Business Analysis

J.D. Irving Limited (JDI) Business Analysis J.D. Irving Limited (JDI) is a 128 year old organization, based out of New Brunswick, Canada. This organization have over 15,000 employees with business units in Transportation, Shipbuilding Industrial Marine, Forest and Forestry Products, Retail, Industrial Equipment, Construction Services and Building Materials, and Consumer Products. Their value principles include uncompromising quality, committed service to consumers; focus on continuous improvement and innovation, positive influence to communities and ensuring a sustainable environment. Family values ensure strong-hold of current business lines, and the management is averse to spinning-off or divesting non-contributing business units, due to outdated corporate philosophy. Horizontal diversification allowed JDI to use their resources efficiently, and create economies of scale and scope. Vertical diversification runs parallel with the historical company strategy to scale up to a business, from inception to launch including retailing of the product, and its supporting infrastructure. Even though there are many pointers across the organization that suggest a restructuring is to be done on the current organizational structure, their current strategies have ensured a constant level of success over the years and the presence of multiple business lines, have ensured that no one business line goes out of business, with the introduction of the cross-selling concept. We feel that J.D. Irving has passed the better-off test, but not with flying colors. As a part of our recommendation, we believe that a few non-core business lines would need to be divested, and they would need to focus on streamlining and reducing costs, with increased efficiencies across business lines, with the possibility of looking into emerging markets to either off-shore or outsource parts of their businesses, which would in-turn reduce costs and increase profit share. Company Analysis: J.D. Irving, Limited (JDI) is a diverse family owned company with operations in Canada and the United States. For over 125 years, their focus has been on providing quality service and products to customers in Americas and Europe. Although its roots are in forestry and farming, JDI is nowadays diverse group of companies, including that continues to make such forest products as paper, pulp, lumber, and corrugated material for packaging. JDI has expanded in transportation, shipbuilding, industrial services, construction, retail and food processing. In addition, the company owns Brunswick News nearly monopoly in regional media. With a focus on creating an aligned and engaged workforce across various industries, JDI offers both internal and external competency-based development, tailored to individual needs. Their way of doing business includes effective communications, fairness, dynamic leadership, healthy corporate culture and work/family policies. The use of Lean and Six-Sigma methodo logies combined with a strong focus on team and employee engagement is what drives their culture of Finding a Better Way, Every Day!.  [i]  This report closely examines the JDI Groups corporate strategy / rationale and identifies the main issues faced by JDI with appropriate recommendations from our analysis. The Irving Family Values: As a family stronghold, the Irvings have amassed a large fortune, and rank 212 on Forbes 2010 billionaire list  [ii]  . They have managed to keep together a group of 250 privately-owned companies, worth over $7.1 Billion, intact, with plans to restructure to cater to the ambitions of a new generation of Irving owner-managers. Irving Oil, was founded by K.C. Irving, and has been run separate of the rest of the group for decades. (Management Hierarchy- Exhibit 1) When James Durgavel Irving started and K.C. Irving developed the company, they faced very few competitors, and preferred to be their own customer, a philosophy still intimately followed by the current generation of owners. K.C. Irving was a master of vertical integration. The ideology of forming a company, to become a supporting pillar for their core businesses was instilled in the early 1900s, and is still a major component of their success to this day. K.C Irvings three sons, James (J.K.) handled the Forestry business, Arthur handled the Oil business, and Jack handled the Construction unit. This generation never strayed away from the resource-based, core industries that have generated the Irvings billions.  [iii]  The Irvings were are core capitalists by nature; they rarely buy and sell, prefer to build from scratch and usually keep what theyve built. Their corporate culture revolved around efficiency and speed, in terms of decision-making, another aspect which entailed managin g the empire within the family and not going public. Corporate Rationale: Across the years, the Irving business has diversified and integrated, resulting in the current mix of seven industries: Forestry Forest Products, Transportation, Shipbuilding Industrial Marine, Retail Distribution, Industrial Equipment, Construction Services Building Materials, Specialty Printing, and Consumer Products (Exhibit 2). Irving Oil, being out of scope of this report, has also affected synergies and development of particular JDI transport and logistics businesses. Various factors have contributed to JDIs current business processes. An insufficiently developed business environment and infrastructure, in the early 1900s, in East Canada, resulted in the need to create missing value chain elements. Control over the entire value chain, in addition, allowed JDI to sustain high quality of their products, deal with insufficient and/or expensive distribution processes. Horizontal diversification, on other hand, allowed JDI to use their resources efficiently, and create economies of scale and scope. Initially, JDIs competition in New Brunswick should have been fragmented and irrelevant, allowing the company to gain competitive advantage, across their business portfolio. The company diversified into industries such as Transport, to support their core businesses. For a family business, diversification gives an opportunity to hedge risk, associated with commodities and concentration mainly in a single geographic region (Canada and Northern parts of the US) . (JDI business structure Exhibit 23) Vertical Integration: J.D. Irving has multiple business units which associate to and piggy-back on each other. This runs parallel with the historical company strategy to scale up to a business, from inception to launch including retailing of the product, and its supporting infrastructure. The company assumed ownership of a business from end-to-end. From our analysis, we can infer that for the Forest Business line, The Forest Management formed the core which branched out into Pulp and Lumber. Pulp meshed with Corrugating Mediums, Tissue and Paper which in turn corresponded to retail companies such as Chandler (Packaging), Irving Tissue and Plasticraft respectively. It is likely, that Irving paper is used to print Brunswick News magazines. The Lumber division corresponded to Shamrock Truss, Kent and Kent Homes (having its own correlations with Gulf Operators Atlantic Wallboard). Parallel to this was the Shipbuilding vertical with sub units of Marine Construction (with correlations to Harbour Development an d Heavy Equipment), Ship yards (with correlations to Kent Line and JDI Logistics), Atlantic Towing and Facilities, Technical and MSPV Services arms. To support distribution of the respective lines, a Transportation Logistics vertical comprised of Midland, RST Industries (correlating to Universal Truck Trailers), and Sunbury and NB Railways (supporting the lumber industries). The only department holistically shared across the board, according to our research, is a common Information Technology Department.  [iv]   Horizontal Diversification: Unrelated Diversification: JDI owns businesses starting from forestry and ending with retail of consumer goods, French-fries, railways and port services. While they all make the Irving Group, operating environment and coordination of individual businesses might be relatively autonomous. Some businesses, such as personal care products, are little related to any of Irvings core branches. JDIs unique geographic location and ability to acquire large capital over time helped the company to be significantly superior to its competitors, and gave advantage to make long-term, capital intensive investments. Irvings also to large extent control the general business environment in New Brunswick, employing one in 12 workers  [v]  and owning most of regional media presence in diverse businesses helps to increase their influence. Few other factors give advantage to their chosen diversification plan: JDI family business culture, and strong capabilities of its members to build and strengthen businesses. Related Diversification: Despite the initial diverse categories, almost all of JDIs businesses are grouped under four main categories forestry, oil, shipbuilding, and transport, which connect with each other. This allows JDI to be better off, by making wood a multi-purpose asset; allowing them to employ synergies of resources. For instance, pulp and lumber businesses use the same resource from JDI forestry operations. Similarly corrugating medium, tissue and paper businesses all use inputs from JDIs pulp business, while Kent, Kent Homes, and Shamrock Truss all use lumber. Additionally, JDI has strong brand and company reputation to extend it to other businesses. Cross-selling (one-stop-shop):// BrandLooking at JDIs corporate structure, the company tends to fully own its businesses. Probably, this has developed historically with an insufficient institutional context. Nowadays, taking into account, that JDI owns entire value chains, being a private company, they have a full control over information and resource allocation amongst their businesses. Over the years, JDI has strategically placed itself as an important business empire in Canada. But this has come at a cost. They have been constantly rebuked and pulled to court due to environmental concerns, caused by costly mistakes, but their holistic corporate outlook towards the environment and social responsibility have negated the effects of these pitfalls.Recommendations: Over the years, JDI has strategically placed itself as an important business empire in Canada. The companys businesses are well integrated and diversified, giving JDI opportunity to solve challenges, which came across in different times, and eventually presence in many strategically important industries in New Brunswick (Exhibit 4). Due to lack of financial information, we cannot pointedly suggest divestures or spin-offs of any business lines. However, we feel that JDI should be less diverse and control its current portfolio to suit todays business needs. The name has diluted over time, for example, with the acquisition of a diaper company. JDI as a corporate parent can add workable value to its businesses by investing into sustainable expertise. The corporate concept of not selling businesses might lead to sustained losses over time. With the state of the current global economy and with the prices of oil being drastically low as compared to a few years ago, running end-to-end businesses in Forestry, Shipping and Transportation makes little sense, especially when many of the processes can be outsourced or off-shored, to emerging markets, where low costs of labor and raw materials, would substantially increase profit margins. Our recommendation would be to retain the core oil and ship-building businesses, with some core aspects of logistics and consumer products and equipment manufacturing to be moved to less costly markets, so as to increase overall gross margins. They would need to divest non-core businesses, which were aimed at short-term profits and look to create a sustainable company. For J.D. Irving, philosophies and policies should be formulated in a way that they can be strategically changed with time and environment. Over the years, JDI has strategically placed itself as an important business empire in Canada. But this has come at a cost. They have been constantly rebuked and pulled to court due to environmental concerns, caused by costly mistakes, but their holistic corporate outlook towards the environment and social responsibility have negated the effects of these pitfalls. Due to lack of financial information, we cannot pointedly suggest divestures or spin-offs of any business lines. However, we feel that JDI should be less diverse and control its current portfolio to suit todays business needs. The name has diluted over time. JDI as a corporate parent can add workable value to its businesses by investing into sustainable expertise. The corporate concept of not selling businesses might lead to sustained losses over time. With the state of the current global economy and with the prices of oil being drastically low as compared to a few years ago, running end-to-end businesses in Forestry, Oil, Shipping and Transportation makes little sense, especially when many of the core processes can be outsourced or off-shored, to emerging markets, where prices of labor and raw materials, would substantially increase profit margins. The management has made some efforts into moving into international markets, but they have diluted their core businesses by moving into potato production and diaper companies. Our recommendation would be to retain the core oil and ship-building businesses, with some core aspects of logistics and consumer products and equipment manufacturing to be moved to less costly markets, so as to increase overall ROI. They would need to divest non-core businesses, which were aimed at short-term profits and look to create a sustainable company and to not restrict themselves with a policy of corporate philosophy. Philosophies and policies should be formulated in a way that they can be strategically changed with time and environment. Irving Corporate Scope J.D. Irving key strengths S1: Business Diversification S2: Long term focus, fast and concentrated decision making process S3: Overall control of business environment in New Brunswick S4: Patent family capital and financial capacity S5: Economies of scope and scale S6: Strong corporate culture J.D. Irving key weaknesses W1: Difference in business profitability in vertical value chains W2: Family dynamics potential conflict amongst 4th generation members W3: Unclear boundaries between family and business interests Key opportunities O1: Divesting non-performing assets and offshoring labor intensive processes to emerging markets O2: High barriers to entry many JDI industries O3: Proximity to major economies like the US and Europe S1, S4, S5, S6, Q1, Q3 JDI business diversification and financial strength allows the company to capitalize on close proximity to main developed markets, while gives an opportunity to offshore businesses to emerging markets Create synergy between low cost manufacturing and operations, and established access to profitable markets W2, W3, Q2 Various aspects of family relations and interests might negatively affect JDI development   Use the companys strengths, such as low competition, to overcome family related inefficiencies Key threats T1: Volatility and cyclic performance in global wood, paper and faming industries T2: Declining revenues in shipping industry T3: Increasing operating costs and overheads T4: Increasing competition in transport industry S2, S3, T1, T2, T4 JDI business diversification and low competition in the regional market can help the company to deal with higher risks, volatility and declining revenues in a short term Maintain business portfolio, which allows to avoid cyclical downturns in particular industries W1, T3 Less attractive value chain parts can harm JDI long term profitability Evaluate profitability of all business processes and outsource those, which do not add value to the company Source: JDI analysis, IBIB World industry reports for paper, oil, and transport industries

Free Essays on Homers Odyssey: Scylla and Charybdis :: Odyssey essays

The Odyssey - Scylla and Charybdis One of the most difficult tasks as a parent is to teach your child lifes lessons. Many have tried, and many have failed. But over the ages most successful ideas have come in a form of story or tale. Aesops Fables, nursery rhymes, and other tales of caution are used even today to teach this common knowledge one must have. In the Greek civilization, thousands of years ago, many children were taught through these fun and interesting stories. The Odyssey is one of these tales. Through the many episodes telling the adventures of one man, Odysseus, numerous life lessons and morals were taught to the reader. One valuable episode in The Odyssey is Scylla and Charybdis. Not only does it provide excitement and interest for the reader, but it is an effective part of The Odyssey because of its superb insight to Odysseus character, and the clear life lesson that is taught. Especially in todays' world, one key to making a story interesting or exciting is to include action. For example many recent blockbuster hits are action packed. Titanic, Independence Day, and Terminator 2, all are examples of these hits. The Odyssey is no exception to this trick or technique. In the episode Scylla and Charybdis the plot is filled with intense confrontations, a heroic leader, and more. Some of this can be easily identified, for example, when Homer writes; "... scarcely had that island faded in the blue air than I saw smoke and white water with waves in tumult- a sound the men heard, and it terrified them. Oars flew from their hands; the blades went knocking wild alongside till the ship lost way..." (756-763) What the author is doing is letting the reader foreshadow. A technique which creates suspense, a vital element in any action story. The author then explained what was being hinted at; "... we rowed into the strait- Scylla to our port and on our starboard beam Charybdis, dire gorge of the salt-sea tide. By heaven when she vomited all the sea was like a cauldron seething over intense fire..." (796-800) "... [The] dark sand raged on the bottom far below.

Hidden Class Struggle in John Updikes A&P :: A&P Essays

The Hidden Class Struggle in Updike’s A & P Two Works Cited In John Updike’s "A & P," Sammy is accused of quitting his job for childlike, immature reasons. Nathan Hatcher states, "In reality, Sammy quit his job not on a matter of ideals, but rather as a means of showing off and trying to impress the girls, specially Queenie" (37), but Sammy’s motive runs much deeper than that. He was searching for a sense of personal gain and satisfaction. By taking sides with the girls, he momentarily rises in class to meet their standards and the standards of the upper-class. Sammy was obviously near the bottom of the class ladder, a place where he was extremely unhappy. His dead-end job at the grocery store, where lower class citizens are the prime patrons, was not a place he felt he belonged. He wanted to be a member of the family where the "father and the other men were standing around in ice-cream coats and bow ties and the women were in sandals picking up herring snacks on toothpicks off a big glass plate and they were all holding drinks the color of water with olives and sprigs of mint in them" (Updike 1028). Sammy realizes that Queenie comes from this sort of background, a very different one from his. When Queenie is being harassed by Lengel, Sammy sees that "she remembers her place, a place from which the crowd that runs the A & P must look pretty crummy" (Updike 1028). Queenie’s family was in the class that he envied, that he admired, that he wanted to become a part of. So Sammy quits his job to prove to himself, maybe to others, that he belongs in this "place." Quitting his job is his first step in achieving this goal. Sammy was obviously enthralled by the girls from the moment they walked in the A & P. He was not keen on the other two girls, but Queenie overwhelmed him. He may have even taken a liking to Queenie, but any average, nineteen-year old male would do the same after witnessing such striking beauty as is described. On the other hand, the average male would not quit a job and create such turmoil if first impression was the only cause. How interested could he actually be? In trying to figure out Queenie’s persona, he asks, "do you really think it’s a mind in there or just a little buzz like a bee in a glass jar?

Beginnings of Democracy Essay

As time went by and sedentary conditions began to stabilize, the relations between the king, council and assembly changed as well. The council proved to be more resilient than the king and disputes on succession and opposition to a weak king did not help to improve the status of monarchy. It was imminent that the council whose members were supported by their dependents in the population would gain more power than the king. Although the position of king remained in most cities, its authority ultimately decreased, and the position itself became an elective post which was limited to a year. New positions were also required as the states began to increase its territories. On the other hand, powerful families would rely on their dependents for support, without which they could gain no favor from the council. Thus, in the Greek classical period, final decisions were made by a majority vote on the public assembly. The assembly became the sovereign and we see the birth of democracy. The public assembly’s sovereignty, however, was not won through a class struggle. Conflicts between powerful head of families were resolved through an appeal to their followers who attended the assembly. Perhaps because the leaders would prefer to keep the stability of the states, or perhaps it is preferable to settle disputes between citizens, most especially between powerful families, through diplomatic solutions, or more likely the fear of a threat of an appeal to a violent mob, that decisions were reached favoring whoever can amass a larger supporter. Hence, a family with more dependents would become politically dominant than one with lesser dependents. The rise of tyrants did not further improve the status of the king and council as sovereign of the states. Contrary to its modernized meaning, tyrants were not necessarily bad, as oppressors or unpopular rulers. These were challengers to the current power. Generally, this is the term applied to rulers who had no hereditary or legal claim to rule. They have gained such positions through the benefits they brought to the city or by having risen as champions of popular movements. The rule of tyrants, however, would soon be perceived negatively. Sealey explained that â€Å"the public life in the classical Greek city was highly competitive, and when one competitor far outdistanced his rivals, they felt that they no longer had a fair chance; they used the term ‘tyrant’ to express their disapproval of his excessive preeminence† (39). Peter John Rhodes held that the name and substance of politics was invented by the Greeks (3). He explained that the Greeks have â€Å"the first society in which states were governed not at the whim of an all-powerful ruler but by citizens who ‘took it in turn to rule and be ruled’†¦ , in accordance with agreed constitutional procedures where policy was decided not by intrigue in the court or bedchamber but by debate in the council and assembly† (Rhodes 3). Aside from citizens, there were non-citizens and slaves who were owned by a citizen or the state. These allowed the citizens to devote time in politics. The reintroduction of the use of alphabet would also contribute to the rise of the public assembly as the sovereign of Greek states. Greek states, independently of each other, adopted an alphabet that seems of a Semitic origin. This alphabet would later prove to be characteristic of the Greeks as a nation. It made available the development of literature, of which was traditionally recited orally. The increase of literacy among the citizens would also allow them to demand that state laws be put in writing. Hence, we see a steady rise in power of the citizenry. Trade, Warfare, and Alliances As population began to increase, the acquisition of new territories was a natural solution. Though some began to colonize other regions, it proved to be insufficient to provide homeland and to feed the growing population. Powerful states would look into invading a weaker neighboring state. These inter-state warfare brought upon improvement in warfare. Warfare before 800 BC were very different from the wars the Greeks waged against each other, and later, in defense from Persian invasion, during the classical period, or which the armies were organized in a formation known as the phalanx. As evidenced by the Homeric poems, Greek warfare in antiquity was carried out by relatively few leading warriors. These warriors would typically have a shield, a spear and a sword but had very little defensive armor. The warriors were also not organized in phalanx as each fought largely on his own. As a result, the battles tended to be a series of duels from warriors on each side. On the other hand, as people perfected how to fashion iron, the Greeks were able to supply their army with armor. Moreover, the Greeks discovered that fighting in close formation was more efficient. The classical Greek army would comprise of units called hoplites, which were heavily armed with spears and swords. The defensive armor comprised of a plate corslet, greaves, a closed helmet, and a large round shield, called hoplon and from which the unit’s name was derived. The phalanx was characterized by having the hoplites fight in close formation, in a series of rows, where the front row would be able to push the enemy off the field, with those behind able to thrust their spears and added their weight into pushing the enemy. Such was the effectivity of the phanlanx that once a city had adopted it, others had to do likewise in order to survive. The city-states found it convenient to establish various kinds of diplomatic relationship with others. Sparta, as an example, found itself unable to expand its territories further. It directed its attention to forming alliances with other city-states, some of which have other alliances in which Sparta was not included. At the end of the sixth century, Sparta was able to form what we now know as the Peloponnesian league. On the other hand, Athens had founded the Delian league to liberate Greece from the Persians.

Shadow Kiss Chapter 18

Eighteen EVERYTHING BECAME FUZZY after that. I had vague impressions of moving in and out of consciousness, of people saying my name, and of being in the air again. Eventually, I woke up in the school's infirmary and found Dr. Olendzki looking down at me. â€Å"Hello, Rose,† she said. She was a middle-aged Moroi and often joked that I was her number one patient. â€Å"How are you feeling?† The details of what had happened came back. The faces. Mason. The other ghosts. The terrible pain in my head. All of it was gone. â€Å"Fine,† I said, half-surprised to be saying those words. For a moment, I wondered if maybe it had all been a dream. Then I looked beyond her and saw Dimitri and Alberta looming nearby. The looks on their faces told me the events on the plane had indeed been real. Alberta cleared her throat, and Dr. Olendzki glanced back. â€Å"May we?† Alberta asked. The doctor nodded, and the other two stepped forward. Dimitri, as always, was a balm to me. No matter what happened, I always felt a little safer in his presence. Yet even he hadn't been able to stop what had happened at the airport. When he looked at me like he was now, with an expression of such tenderness and concern, it triggered mixed feelings. Part of me loved that he cared so much. The other part wanted to be strong for him and didn't want to make him worry. â€Å"Rose†¦Ã¢â‚¬  began Alberta uncertainly. I could tell she had no clue how to go about this. What had happened was beyond her realm of experience. Dimitri took over. â€Å"Rose, what happened back there?† Before I could utter a word, he cut me off. â€Å"And do not say it was nothing this time.† Well, if I couldn't fall back on that answer, then I didn't know what to say. Dr. Olendzki pushed her glasses up the bridge of her nose. â€Å"We only want to help you.† â€Å"I don't need any help,† I said. â€Å"I'm fine.† I sounded just like Brandon and Brett. I was probably only one step away from saying, â€Å"I fell.† Alberta finally regained herself. â€Å"You were fine when we were in the air. When we landed, you were most definitely not fine.† â€Å"I'm fine now,† I replied stonily, not meeting their eyes. â€Å"What happened then?† she asked. â€Å"Why the screaming? What did you mean when you said we needed to make ‘them' go away?† I briefly considered my other fallback answer, the one about stress. That sounded completely stupid now. So, again, I said nothing. To my surprise, I felt tears build up in my eyes. â€Å"Rose,† murmured Dimitri, voice as soft as silk against my skin. â€Å"Please.† Something in that cracked me. It was so hard for me to stand against him. I turned my head and stared at the ceiling. â€Å"Ghosts,† I whispered. â€Å"I saw ghosts.† None of them had expected that, but honestly, how could they have? Heavy silence fell. Finally, Dr. Olendzki spoke in a faltering voice. â€Å"W-what do you mean?† I swallowed. â€Å"He's been following me for the last couple of weeks. Mason. On campus. I know it sounds crazy – but it's him. Or his ghost. That's what happened with Stan. I locked up because Mason was there, and I didn't know what to do. On the plane†¦ I think he was there too †¦ and others. But I couldn't exactly see them when we were in the air. Just glimpses†¦ and the headache. But when we landed in Martinville, he was there in full form. And – and he wasn't alone. There were others with him. Other ghosts.† A tear escaped from my eye, and I hastily wiped at it, hoping none of them had seen it. I waited then, not sure what to expect. Would someone laugh? Tell me I was crazy? Accuse me of lying and demand to know what had really happened? â€Å"Did you know them?† Dimitri asked finally. I turned back and actually met his eyes. They were still serious and concerned, no mockery. â€Å"Yeah †¦ I saw some of Victor's guardians and the people from the massacre. Lissa's†¦Lissa's family was there too.† Nobody said anything after that. They all just sort of exchanged glances, hoping perhaps that one of the others might shed light on all this. Dr. Olendzki sighed. â€Å"Could I speak with the two of you privately?† The three of them stepped out of the examining room, shutting the door behind them. Only it didn't quite catch. Scrambling off the bed, I crossed the room and stood by the door. The tiny crack was just enough for my dhampir hearing to pick up the conversation. I felt bad about eavesdropping, but they were talking about me, and I couldn't shake the feeling that my future was on the line here. † – obvious what's going on,† hissed Dr. Olendzki. It was the first time I'd ever heard her sound so irate. With patients, she was the picture of serenity. It was hard to imagine her angry, but she was clearly pissed off now. â€Å"That poor girl. She's undergoing post-traumatic stress disorder, and it's no wonder after everything that's happened.† â€Å"Are you sure?† asked Alberta. â€Å"Maybe it's something else†¦Ã¢â‚¬  But as her words trailed off, I could tell she didn't really know of anything else that would explain it. â€Å"Look at the facts: a teenage girl who witnessed one of her friends getting killed and then had to kill his killer. You don't think that's traumatic? You don't think that might have had the tiniest effect on her?† â€Å"Tragedy is something all guardians have to deal with,† said Alberta. â€Å"Maybe there's not much to be done for guardians in the field, but Rose is still a student here. There are resources that can help her.† â€Å"Like what?† asked Dimitri. He sounded curious and concerned, not like he was challenging her. â€Å"Counseling. Talking to someone about what happened can do worlds of good. You should have done that as soon as she got back. You should do it for the others who were with her while you're at it. Why doesn't anyone think of these things?† â€Å"It's a good idea,† said Dimitri. I recognized the tone in his voice – his mind was spinning. â€Å"She could do it on her day off.† â€Å"Day off? More like every day. You should pull her from this entire field experience. Fake Strigoi attacks are not the way to recover from a real one.† â€Å"No!† I had pushed open the door before I realized it. They all stared at me, and I immediately felt stupid. I'd just busted myself for spying. â€Å"Rose,† said Dr. Olendzki, returning to her caring (but slightly chastising) doctor mode. â€Å"You should go lie down.† â€Å"I'm fine. And you can't make me quit the field experience. I won't graduate if you do.† â€Å"You aren't well, Rose, and there's nothing to be ashamed of after what's happened to you. Thinking you're seeing the ghost of someone who died isn't too out there when you consider the circumstances.† I started to correct her on the thinking you're seeing part but then bit it off. Arguing that I'd really seen a ghost wasn't probably going to do me any favors, I decided, even if I was starting to believe that was exactly what I was seeing. Frantically, I tried to think of a convincing reason to stay in the field experience. I was usually pretty good at talking myself out of bad situations. â€Å"Unless you're going to put me in counseling 24/7, you're just going to make it worse. I need something to do. Most of my classes are on hold right now. What would I do? Sit around? Think more and more about what happened? I'll go crazy – for real. I don't want to sit on the past forever. I need to get moving with my future.† This threw them into an argument about what to do with me. I listened, biting my tongue, knowing I needed to stay out of it. Finally, with some grumbling from the doctor, they all decided I would go on half-time for the field experience. It proved to be the ideal compromise for everyone – well, except me. I just wanted life to go on exactly as it had. Still, I knew this was probably as good a deal as I'd get. They decided that I'd do three days of field experience a week, with no night duties. During the other days, I'd have to do some training and whatever bookwork they dug up for me. I'd also have to see a counselor, which I wasn't thrilled about. It wasn't that I had anything against counselors. Lissa had been seeing one, and it had been really useful for her. Talking things out helped. It was just†¦well, this was just something I didn't want to talk about. But if it came down to this or being kicked out of the field experience, I was more than happy to go with this. Alberta felt they could still justify passing me on half-time. She also liked the idea of having counseling going on at the same time I was dealing with fake Strigoi attacks – just in case they really were traumatizing. After a bit more examination, Dr. Olendzki gave me a clean bill of health and told me I could go back to my dorm. Alberta left after that, but Dimitri stuck around to walk me back. â€Å"Thanks for thinking of the half-time thing,† I told him. The walkways were wet today because the weather had warmed up after the storm. It wasn't bathing suit weather or anything, but a lot of the ice and snow were melting. Water dripped steadily from trees, and we had to sidestep puddles. Dimitri came to an abrupt stop and turned so that he stood right in front of me, blocking my path. I skidded to a halt, nearly running into him. He reached out and grabbed my arm, pulling me closer to him than I would have expected him to do in public. His fingers bit deep into me, but they didn't hurt. â€Å"Rose,† he said, the pain in his voice making my heart stop, â€Å"this shouldn't have been the first time I heard about this! Why didn't you tell me? Do you know what it was like? Do you know it was like for me to see you like that and not know what was happening? Do you know how scared I was?† I was stunned, both from his outburst and our proximity. I swallowed, unable to speak at first. There was so much on his face, so many emotions. I couldn't recall the last time I'd seen that much of him on display. It was wonderful and frightening at the same time. I then said the stupidest thing possible. â€Å"You're not scared of anything.† â€Å"I'm scared of lots of things. I was scared for you.† He released me, and I stepped back. There was still passion and worry written all over him. â€Å"I'm not perfect. I'm not invulnerable.† â€Å"I know, it's just†¦Ã¢â‚¬  I didn't know what to say. He was right. I always saw Dimitri as larger than life. All-knowing. Invincible. It was hard for me to believe that he could worry about me so much. â€Å"And this has been going on for a long time too,† he added. â€Å"It was going on with Stan, when you were talking to Father Andrew about ghosts – you were dealing with it this whole time! Why didn't you tell anyone? Why didn't you tell Lissa †¦ or †¦ me?† I stared into those dark, dark eyes, those eyes I loved. â€Å"Would you have believed me?† He frowned. â€Å"Believed what?† â€Å"That I'm seeing ghosts.† â€Å"Well†¦ they aren't ghosts, Rose. You only think they are because – â€Å" â€Å"That's why,† I interrupted. â€Å"That's why I couldn't tell you or anybody. Nobody would believe me, not without thinking I'm crazy.† â€Å"I don't think you're crazy,† he said. â€Å"But I think you've been through a lot.† Adrian had said almost the exact same thing when I asked him how I could tell if I was crazy or not. â€Å"It's more than that,† I said. I started walking again. Without even taking another step, he reached out and grabbed me once more. He pulled me back to him, so that we now stood even closer than before. I glanced uneasily around again, wondering if someone might see us, but the campus was deserted. It was early, not quite sunset, so early that most people probably weren't even up for the school day yet. We wouldn't see activity around here for at least another hour. Still, I was surprised to see Dimitri was still risking it. â€Å"Tell me then,† he said. â€Å"Tell me how it's more than that.† â€Å"You won't believe me,† I said. â€Å"Don't you get it? No one will. Even you †¦ of all people.† Something in that thought made my voice catch. Dimitri understood so much about me. I wanted – needed – him to understand this too. â€Å"I'll†¦try. But I still don't think you really understand what's happening to you.† â€Å"I do,† I said firmly. â€Å"That's what no one realizes. Look, you have to decide once and for all if you really do trust me. If you think I'm a child, too na?ve to get what's going on with her fragile mind, then you should just keep walking. But if you trust me enough to remember that I've seen things and know things that kind of surpass those of others my age†¦well, then you should also realize that I might know a little about what I'm talking about.† A lukewarm breeze, damp with the scent of melted snow, swirled around us. â€Å"I do trust you, Roza. But†¦ I don't believe in ghosts.† The earnestness was there. He did want to reach out to me, to understand†¦but even as he did, it warred with beliefs he wasn't ready to change yet. It was ironic, considering tarot cards apparently spooked him. â€Å"Will you try to?† I asked. â€Å"Or at the very least try not to write this off to some psychosis?† â€Å"Yes. That I can do.† So I told him about my first couple of Mason sightings and how I'd been afraid to explain the Stan incident to anyone. I talked about the shapes I'd seen on the plane and described in more detail what I'd seen on the ground. â€Å"Doesn't it seem kind of, um, specific for a random stress reaction?† I asked when I finished. â€Å"I don't know that you can really expect ‘stress reactions' to be random or specific. They're unpredictable by nature.† He had that thoughtful expression I knew so well, the one that told me he was turning over all sorts of things in his head. I could also tell that he still wasn't buying this as a real ghost story but that he was trying very hard to keep an open mind. He affirmed as much a moment later: â€Å"Why are you so certain these aren't just things you're imagining?† â€Å"Well, at first I thought I was imagining it all. But now †¦ I don't know. There's something about it that feels real†¦ even though I know that isn't actually evidence. But you heard what Father Andrew said – about ghosts sticking around after they die young or violently.† Dimitri actually bit his lip. He'd been about to tell me not to take the priest literally. Instead he asked, â€Å"So you think Mason's back for revenge?† â€Å"I thought that at first, but now I'm not so sure. He's never tried to hurt me. He just seems like he wants something. And then †¦ all those other ghosts seemed to want something too – even the ones I didn't know. Why?† Dimitri gave me a sage look. â€Å"You have a theory.† â€Å"I do. I was thinking about what Victor said. He mentioned that because I'm shadow-kissed – because I died – I have a connection to the world of the dead. That I'll never entirely leave it behind me.† His expression hardened. â€Å"I wouldn't put a lot of stock in what Victor Dashkov tells you.† â€Å"But he knows things! You know he does, no matter how big an asshole he is.† â€Å"Okay, supposing that's true, that being shadow-kissed lets you see ghosts, why is it happening now? Why didn't it happen right after the car accident?† â€Å"I thought of that,† I said eagerly. â€Å"It was something else Victor said – that now that I was dealing in death, I was that much closer to the other side. What if causing someone else's death strengthened my connection and now makes this possible? I just had my first real kill. Kills, even.† â€Å"Why is it so haphazard?† asked Dimitri. â€Å"Why does it occur when it does? Why the airplane? Why not at Court?† My enthusiasm dimmed a little. â€Å"What are you, a lawyer?† I snapped. â€Å"You question everything I'm saying. I thought you were going to have an open mind.† â€Å"I am. But you need to too. Think about it. Why this pattern of sightings?† â€Å"I don't know,† I admitted. I sagged in defeat. â€Å"You still think I'm crazy.† He reached out and cupped my chin, tipping my face up to look at his. â€Å"No. Never. Not one of these theories makes me think you're crazy. But I've always believed the simplest explanation makes sense. Dr. Olendzki's does. The ghost one has holes. But, if you can find out more†¦then we may have something to work with.† â€Å"We?† I asked. â€Å"Of course. I'm not leaving you alone on this, no matter what. You know I'd never abandon you.† There was something very sweet and noble about his words, and I felt the need to return them, though mostly I ended up sounding idiotic. â€Å"And I won't ever abandon you, you know. I mean it†¦ not that this stuff ever happens to you, of course, but if you start seeing ghosts or anything, I'll help you through it.† He gave a small, soft laugh. â€Å"Thanks.† Our hands found each other's, fingers lacing together. We stood like that for almost a full minute, neither of us saying anything. The only place we touched was our hands. The breeze picked up again, and although the temperature was probably only in the forties, it felt like spring to me. I expected flowers to burst into bloom around us. As though sharing the same thought, we released our hands at the same time. We reached my dorm shortly after that, and Dimitri asked if I'd be okay going in on my own. I told him I'd be fine and that he should go do his own thing. He left, but just as I was about to step through the lobby door, I realized my overnight bag was still back at the med clinic. Muttering a few things that would have gotten me a detention, I turned around and hurried back in the direction I'd just come. Dr. Olendzski's receptionist motioned me toward the examining rooms when I told her why I was there. I retrieved the bag from my now-empty room and turned into the hall to leave. Suddenly, in the room opposite mine, I saw someone lying in bed. There was no sign of any of the clinic's staff, and my curiosity – always getting the better of me – made me peek inside. It was Abby Badica, a senior Moroi. Cute and perky were the adjectives that usually came to mind when I described Abby, but this time, she was anything but. She was bruised and scratched up, and when she turned her face to look at me, I saw red welts. â€Å"Let me guess,† I said. â€Å"You fell.† â€Å"W-what?† â€Å"You fell. I hear that's the standard answer: Brandon, Brett, and Dane. But I'll tell you the truth – you guys need to come up with something else. I think the doctor's getting suspicious.† Her eyes went wide. â€Å"You know?† It was then that I realized my mistake with Brandon. I'd come at him demanding answers, which had made him reluctant to share anything. Those who'd questioned Brett and Dane had faced similar results. With Abby, I realized that I just had to act like I already knew the answers, and then she'd give up the information. â€Å"Of course I know. They told me everything.† â€Å"What?† she squeaked. â€Å"They swore not to. It's part of the rules.† Rules? What was she talking about? The royal-bashing vigilante group I'd been picturing didn't really seem like the type to have rules. There was something else going on here. â€Å"Well, they didn't have much of a choice. I don't know why, but I keep finding you guys afterward. I had to help cover for them. I'm telling you, I don't know how much longer this can go on without someone asking more questions.† I spoke like I was a sympathizer, wanting to help if I could. â€Å"I should have been stronger. I tried, but it wasn't enough.† She looked tired – and in pain. â€Å"Just keep quiet until everything's set, okay? Please?† â€Å"Sure,† I said, dying to know what she'd â€Å"tried.† â€Å"I'm not going to drag anyone else in. How'd you even end up here? You're supposed to avoid attracting attention.† Or so I assumed. I was totally making this up as I went along. She grimaced. â€Å"The dorm matron noticed and made me come in. If the rest of the Man? finds out, I'm going to get in trouble.† â€Å"Hopefully the doctor'll send you on your way before any of them find out. She's kind of busy. You've got the same marks as Brett and Brandon, and none of theirs were that serious.† So I hoped. â€Å"The†¦uh, burn marks were a little tricky, but they haven't had any problems.† It was a gamble in my game here. Not only did I have no clue about the specifics of Brett's injuries, I also didn't actually know if those marks Jill had described on him were burns. If they weren't, I might have just blown my insider act. But, she didn't correct me, and her fingers absentmindedly touched one of the welts. â€Å"Yeah, they said the damage wouldn't last. I'll just have to make up something for Olendzki.† A small flicker of hope shone in her eyes. â€Å"They said they wouldn't, but maybe†¦maybe they'll let me try again.† It was at that moment that the good doctor returned. She was surprised to see me still there and told me I needed to get back home and rest. I said goodbye to both of them and trekked back out into the cold. I barely noticed the weather as I walked, though. Finally, finally, I had a clue in this puzzle. Man?.