Marketing 101

Marketing 101 “It was the best of times. It was the worst of times.” â€" Charles DickensThere is something compelling about a well-written opening line. It draws the reader in and entices them to ignore the ringing telephone, disregard the piles of laundry that need to be attended to, forget about the meeting that is scheduled for the morning. Often, the true test of a story’s worth can be seen when the reader reaches the last page and reacts in alarm at having no more pages to turn, no other source of information about the characters that they have been getting to know. Storytelling is powerful: it can propel a person to action, enlighten the readers and inform the audience about a topic. Entrepreneurs who wish to maximize their marketing efforts can learn a few lessons from beloved authors. © Shutterstock.com | witittorn onkhawTo begin a marketing campaign of storytelling, you must 1) understand the definition of marketing storytelling, 2) know why storytelling works, 3) learn how to craft a storytelling strategy, 4) know how to evaluate the success of a campaign, and, 5) be able to identify successful storytelling brands.MARKETING STORYTELLING: THE DEFINITIONStorytelling is the process of making a connection with the customer first, and selling a product second. This method of marketing is contrary to most advertising programs, and often seems more like a creative writing program than a marketing strategy. Through skillful writing, however, a story is created that not only connects with customers; it establishes the company as a trusted resource. Properly done, the story is the primary focus and the product takes a backseat to the journey the story provides. A customer makes an emotional connection with the story, and the message is considered genuine. Interestingly, even though the customer is aware that the story is being used to ultimately sell something, they are still more inclined to purchase based on the connection they made through the story.How can storytelling relate to marketing?Knowing which type of story to tell is an important feature in using storytelling as a marketing tool. Storytelling comes in a variety of forms; the trick is in knowing which one is best suited to meet the needs of your marketing strategy.One of the primary storytelling forms is the educational story. Using your marketing efforts to educate consumers provides your company with the opportunity to establish a trusted reputation as a source of valuable information. Educational storytelling can incorporate factual information about topics related to your business, use simple stories to communicate difficult concepts and use illustrations to demonstrate services.Capitalizing on the current news of the day is another way to weave storytelling into your marketing str ategy. Finding ways to tie current news stories into relevant pieces of information that will affect your customers is a smart way to use storytelling. Will new legislation affect how your business works? Does the new zoning plan change the type of business in a certain section of the city?Client stories are another type of storytelling that can be a powerful marketing tool. As you develop a relationship with clients, you have opportunity to learn their stories â€" how they use your services or products, how you’ve helped them. Ask for permission to use their story, and then add it to your promotional materials. Use their success as an opportunity to showcase how you were able to help, letting potential customers know that you’ll do the same for them.There are powerful stories that have been passed down through generations. These classic tales are often used as a means to communicate a deeper truth: slow and steady wins the race, you can do more than you think, you can’t pleas e everyone, believe in yourself, for example. Using classic stories as a storytelling technique can be a powerful method of relating to your customers. Through recognizable stories, your customers will feel a connection to the company and be more inclined to purchase from you.Customers who are looking for relevance and connection in their own lives are more likely to buy from a company that fills those basic needs. Sharing personal stories is one of the most powerful forms of storytelling because it demonstrates a level of transparency and vulnerability from the company. By allowing customers to see first-hand the tragedies and triumphs you’ve experienced, it cultivates trust and reliability, strengthening your relationship with them.Marketing Storytelling: Tell Effective Marketing Stories WHY STORYTELLING WORKSStories define the very essence of human life. Through stories, important lessons are shared, common values are identified and messages are communicated. Compelling stories create connections between people. When someone relates a story that you can identify with, even if you don’t know that person, you begin to feel a connection. The personal connection created by storytelling communicates authentic human experiences. Without using specific narrative, customers can identify ways that using a product or service benefits and enhances their life and are motivated to replicate the scenario in their own life.Through the power of the internet, the global marketplace is growing. This creates opportunity for businesses to expand into new cultures, which can present new challenges for reaching the target market. Through the use of storytelling, however, a company can tap into the global themes that affect every culture and people group. Themes like family, love, friendship, overcoming challenges and others are common to every nation. Crafting stories that highlight these themes is a highly effective means of creating connections. These connections help to u nite people in a global community. With the rising number of companies that are competing for the new global marketplace, it can be harder to set a company apart. The use of storytelling gives companies an edge and helps their voice to be heard over the crowd.Relating to a customer through storytelling allows the company to use the personal interaction to change attitudes about products or services. Stories can provide customers with a new perspective on a company, giving them the opportunity to evaluate products from a new angle. Even if they previously had no interaction with a company, a compelling story can give the customer the incentive they need to become more engaged with the company.CRAFTING A STORYTELLING MARKETING STRATEGYOnce you’ve decided to create a storytelling strategy, what are the steps you should take? What are the criteria for creating a compelling storytelling marketing campaign? By taking a few lessons from writers who have successfully crafted their marketi ng stories, any company can begin an effective campaign.Use truthThis may seem contradictory, when considering the creation of a storytelling campaign, but truth is essential in the marketing strategy. The story must include elements of reality, and that reality must be centered on the products or services that are offered. Even if the characters are fictional, the attributes of the product should be truthful and reliable. Successful stories must be consistent, show persistence, and exercise restraint. The stories should avoid confusion â€" they must stay true to the company ideals. If a company promotes healthy living, their marketing story should include that message. If the goal of the company is to encourage communication, the storyline should contain themes that support the goal.Create personalityStorytelling is not an advertisement or marketing pitch. It should create a persona that is identifiable with the company’s values, and be relatable to the customer. While it is not necessary to create a fictional character (Allstate’s Mayhem character is an example of this), it is important to include a character that drives the storyline. The character should be crafted to create an emotional connection with the audience, compelling them to take action.The storyline marketing campaign should follow a traditional story with a beginning, middle, and end.A story should begin with an introduction to the characters and setting. Conflicts and problems are introduced in the middle, and the resolution should be clear in the end. The story arc is important for customers to be able to follow and identify with, and instill the desire to share the story with others.Cliffhangers are equal parts exciting and aggravating.For the reader, getting to the end of a story with unresolved conflicts can be nerve wracking, especially when there is a delay before the next installment of the story is released. Generating that same level of excitement in a marketing campaign through storytelling can create compelling connections with customers. Leaving your customers (audience) with the feeling of wanting more is done through hooks in the storyline. Using teasers, “Coming soon” and other interest building techniques, your company can keep interest in the product and draw customers back repeatedly.Storytelling (The Power of Telling Stories) EVALUATING SUCCESSEvery marketing strategy must be evaluated for success. Without recognizable benchmarks, the process of storytelling can seem labor intensive and costly, for questionable results. How can a storytelling campaign be evaluated?Media attentionWhen a storyline is successful, it will begin to draw attention from media outlets. One of the primary indicators of success is that other people begin talking about what your company is talking about. A conversation that begins with “Did you see that new commercial?” or in other ways indicates that the storyline is moving into the everyday life of individuals is a sure sign that the marketing campaign is working.Media notoriety is not a sure-fire solution to generating sales, but it does help to generate interest in your product and company. Storytelling creates quality content, which creates better customer interactions. Those interactions can then spread through word of mouth, other social media tools and customer referrals, turning one storytelling campaign into a self-driving machine that continues to bring customer attention, even when the campaign is over.ROI (Return on Investment)Generating a buzz around a marketing campaign is exciting but ineffective if the audience doesn’t move into a new role as a customer. A simple poll of customers “Have you seen our new ad? What did you think?” is an easy way to gather feedback regarding the storytelling campaign. Tracking the impact of the campaign on profits can be difficult. However, a marked difference in sales before a campaign started and after the campaign launched can be a clear i ndication that storytelling is working. Through social media tools in combination with other marketing forms it is possible to determine the extent of your campaign’s reach and develop a good sense of the success of the strategy.Recently, at a conference about global impact, the CEO of Levi Strauss (the jeans company) made an off-hand remark about the fact that his jeans (that he was wearing at the time) had never been washed in a washing machine. He went on to explain that machine washing wasn’t ideal for the proper care of jeans, and that jeans didn’t need washing as frequently as many people think. His statement became a manifesto and it went viral almost overnight. Suddenly, Levi’s had a story, and a compelling one, at that. They generated a marketing strategy about the company position on water-usage reduction, capitalized on the media attention already focused on the story and are promoting their jeans (as well as sustainability) on a different scale than ever before.T he mystery of storytelling: Julian Friedmann at TEDxEaling SUCCESSFUL STORYTELLING BRANDSSome of the world’s most successful brands have used storytelling marketing strategies for years. There is no standard industry â€" storytelling works for not-for-profit organizations as well as it does for-profit businesses. The only criterion is the presence of an audience, and a call to action that the customer can act on. Regardless of the product or service, creating a storyline that can be used to connect with the audience is one of the most effective marketing methods available. Investigating successful storytelling companies can give insight into how to put a storytelling strategy to work for your company.ApplePerhaps most noticeable about Apple’s marketing strategy is the lack of storytelling. Apple’s campaigns focus on one thing: their products. So, how did Apple land the number one spot on Marketingweek’s brand ranking research? Simple. Apple created a story that puts the cons umer as the main character. Apple generates ad campaigns about people using their products in new, exciting and creative ways, and allows the audience to imagine themselves in the middle of the ad. Through Apple’s sense of company brand (innovative technology that changes the way people live), the ads show a multitude of ways that people can use their products in their everyday life. This form of storytelling is difficult to emulate and can backfire when not used consistently. Apple has effectively established itself as a storytelling master â€" leaving other companies to follow along in their wake and hope to catch up. McDonald’sMcDonald’s has long mastered the art of storytelling. Through their development of characters that eat at the restaurant for lunch, friends who bring each other dinner or share laughs over breakfast, McDonald’s has held a spot in the top five storytelling marketing campaigns. As a global company, they have successfully tied into the themes that affe ct the world, and have capitalized on their storytelling campaigns. Coca-ColaCoca-Cola recently unveiled a new initiative to promote its storytelling strategy. Through the use of multi-media approaches, they have created a story about friendship. Friends share laughter, events and memories, as well as a bottle of specially labelled Coca-cola products for “Friend”. Their bottle naming campaign is another method of bringing the global community together â€" everyone loves to have something personalized â€" why not your bottle of soda? Macmillan Cancer SupportBy using personal stories to draw interest in their non-profit organization, Macmillan Cancer Support is using storytelling to bring attention to the reality of cancer. Allowing the audience to share their own stories and anecdotal accounts provides a connection to the charity that often translates into donations. This non-profit organization has repeatedly outranked for-profit companies in their storytelling, a compelling rea son to understand the power of the personal story and harness it for your company. Incorporating storytelling into a marketing strategy provides another means of reaching potential customers. The truest forms of storytelling marketing are evidenced by the campaigns that leave the audience with strong emotional reaction. The commercials that bring viewers to tears, the print ads that are breathtaking, and the radio commercials that cause riotous laughter â€" storytelling is powerful and effective and can be used to generate customer connections and sales. Not only is storytelling better marketing, it is meaningful content that creates an authentic view of your company. Putting the ‘power of the pen’ to work for your company can bring long-lasting rewards, giving you a stronger profit margin and more effective communication with your customers.

Tattoos, Red Ink, and Sensitivity Reactions

If you have a red tattoo, youre more likely to experience a reaction than if you went with another color. Heres an e-mail I received about tattoo inks:Does all red ink have nickel in it? I was told by the tattoo artist that if I cant wear inexpensive jewelry I should not use red ink in a tattoo. I cannot. Whatever metal or whatever is in the ink would cause the same reaction I get to inexpensive jewelry. That would cause a problem. She will not use it on me. Would this be the same for pink or orange or any color with any amount of red in it? Someone else who has had numerous tattoos told me they never heard of that and she reacts to inexpensive jewelry.My response:Id trust the tattoo artist over someone who has numerous tattoos, since she is more likely to know the composition of the ink and whether or not her clients have had trouble with a particular color. Another artist might offer different advice and may use an ink with a different chemical composition. Key Takeaways: Reactions to Red Tattoo Ink Any tattoo ink has the potential to cause a reaction. The risk derives from any of a number of components in the ink, including the pigment, the carrier, and chemicals added to keep the suspension sterile.Red and black inks produce the highest reported number of reactions. The pigment in these inks may be linked to problems.The most toxic red pigment, cinnabar (HgS), is a mercury compound. Its use has largely been phased out.Organic pigments are less likely to cause reactions or interfere with medical diagnostic tests. However, they degrade over time. Some molecules produced from degradation include carcinogens. Why Red Tattoo Ink Causes Reactions The issue with the color red is the chemical composition of the ink. In particular, it has to do with the nature of the pigment used for the color. The carrier for the ink (the fluid part) may also play a part, but it is more likely to be common to other colors. Some reds contain iron. Iron oxide is a red pigment. Basically, its powdered rust. While it may not cause a reaction, its a rusty-red rather than a vivid red. Iron oxide inks (which also include some brown inks) may react to the magnets in an MRI scan. Small particles, particularly in red and black inks, have been known to migrate from the site of the tattoo to the lymph nodes. Not only can migrated pigment molecules cause health issues, but they may also appear abnormal on medical diagnostic tests. In one case, a woman with extensive tattoos had 40 lymph nodes removed because a PET-CT scan mistakenly identified the migrated tattoo pigment as malignant cells. Brighter red pigments include toxic metals, such as cadmium or mercury. Fortunately, the mercury sulfide red pigment, called cinnabar, has been largely phased out of ink formulations. Cadmium red (CdSe) remains in use and may cause redness, itching, flaking, and other problems. Organic pigments cause fewer reactions than the metal-based reds. These include the azo pigments, such as Solvent Red 1. Solvent Red 1 does not cause as many issues as iron, cadmium, or mercury reds, but it can degrade into o-anisidine, a potential carcinogen. Degradation occurs over time from ultraviolet light exposure (from sunlight, tanning beds, or other sources) or from bacterial action. Azo pigments like Red Solvent 1 also degrade when a tattoo is removed using a laser. While red ink is well-known for causing sensitivity reactions there are other colors made by mixing red. The more dilute the pigment (like in orange or pink) the lower the chance of a reaction from the red component, yet the risk is still present. Sources Engel, E.; Santarelli, F.; Vasold. R., et al. (2008). Modern tattoos cause high concentrations of hazardous pigments in skin. Contact Dermatitis. 58 (4): 228–33. doi:10.1111/j.1600-0536.2007.01301.xEverts, Sarah (2016). What chemicals are in your tattoo? CEN Volume 94, Issue 33, p. 24–26.MÃ ¶hrenschlager M, Worret WI, KÃ ¶hn FM (2006). Tattoos and permanent make-up: background and complications. (in German) MMW Fortschr Med. 148 (41): 34–6. doi:10.1007/bf03364782Thompson, Elizabeth Chabner (July 2015). Tattoo Ink or Cancer Cells?. Huffington Post.

How Are Teenagers Affected By Advertisements For Fast Food

Nowadays, the increasing number of companies decide to boost the investment of advertisements in order to propagandize the new products more effectively and efficiently. Munusamy and Wong argue that advertising has become one of the important elements in our modern life (Munusamy and Wong). According to the most recent forecast of US advertising spending, eMarketer expects US advertisers to spend $171.01 billion on paid media this year, up 3.6% over 2012 spending levels (US Total Media Ad Spend Inches Up, Pushed by Digital - EMarketer.). Besides, the increasing concern from the businessmen who spend a lot of money on advertising, there are also a rising number of customers who have highly prone to choose a product while being affected by advertisements. For example, the advertising that children view daily works -- 84 percent of parents take their kids to a fast food restaurant at least once per week (Davidson, Jeremi. How Are Teenagers Affected by Advertisements for Fast Food?). In addition, some advertising strategies will cause some social problems, such as advertising some products which will undermine health. Given the fact above, the increasing investment of advertisements is the debatable exigency. The research questions which leaded me to investigate are listed as follows: Is the huge investment of the advertisement worthy? And what kind of advertising strategies should be applied to gain better advertising effect? For my research questions are mainly relevantShow MoreRelatedFast Food Nation By Eric Schlosser1678 Words   |  7 Pagesshould pass tougher food safety laws, it should protect American workers from serious harm, it should fight against dangerous concentrations of economic power (Schlosser). People must wonder how is it that a fast food company has so much customers. Advertising is the answer. The power advertisers have to be able to influence so many people s decisions and affect people’s lives especially the lives of young children is incredible. Advertisers know just who to target and they research how too. In Eric Schlosser’sRead MoreStakeholder Analysis : Business Analysis1384 Words   |  6 PagesXinyue Pan Kristen Foster CO150.402 15 October 2014 Stakeholder Analysis Essay Nowadays, the increasing number of companies decide to boost the investment of advertisements in order to propagandize the new products more effectively and efficiently. Munusamy and Wong argue that advertising has become one of the important elements in our modern life (Munusamy and Wong). According to the most recent forecast of US advertising spending, eMarketer expects US advertisers to spend $171.01 billion on paidRead MoreThe Dangers Of Fast Food Advertising1296 Words   |  6 PagesFast food advertisements can be found around the world, on newspapers, television, and even online. Children, teenagers, and parents have seen marketing focused on fast food. While adults may think little about such blatant advertising tactics that are solely designed to attract new customers, how are kids affected? People across the United States worry about the ever increasing obesity rates amongst children in recent years. A common explanation is the spike in popularity of fast food. Most kidsRe ad MoreYouth Obesity : Who Is Responsible?1446 Words   |  6 Pagesto fast food consumption. Over the past decade, lawyers and health advocates have tried to accuse fast food companies of the country’s growing obesity problem among children. Many customers have filed lawsuits against fast food restaurants blaming them for causing their children to gain weight. However, none of these cases have won in the courts and the main reason is that blaming the fast food companies exclusively would be too reductive. 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Teenagers spend $155 billion a year, making them the most attractive costumers, hence why commercial advertisings are nearly always targeted at the youth age (Branded: the buying and selling of teenagers, 2003). Aiming commercial advertising at youth, enables them to be the most vulnerable to be affected their health both mentally and physically by how they interpret advertising. One third of youth experimentation with tobaccoRead MoreThe Problem Of Teenage Obesity Essay1177 Words   |  5 Pagesthroughout the world. It is growing epidemic and it’s a terrible thing. Watching a teenager wobble around all day out of breath and struggling to manage the stairs at school something no one should ever witness but with 18%⠁ ´ of teenagers obese it’s becoming a more common site everyday. Obesity i s a risk factor for several diseases and it can lead to more serious problem in the end and can be fatal that can cause even death. How have obesity numbers quadrupled in adolescents in the past 30 years? ¹ New ZealandRead MoreTaking a Look at Childhood Obesity1842 Words   |  7 Pages Illness).Obesity in America is an ever-growing problem and has boosted America to the number one spot in terms of obese population. It also stands as the most prevalent medical issue in American Children. In the past thirty years, obesity has affected many different age groups of kids. Preschool group, two to five years in age, and the youths between the ages of twelve and nineteen the obesity rate has more than doubled (Childhood Obesity Statistics and Facts 2v007). Childhood obesity has more

Toni Morrison Free Essays

Hannah Campos Professor Gibbons English 2 February 25, 2013 The Future of Language is in Our Hands Toni Morrison’s is a leading figure in American literature who won the Nobel Prize in 1993. She is good at giving different points of views or metaphors in order to show her purpose of writing and produce the tension of beauty. Black history plays a huge role in Morrison’s writing. We will write a custom essay sample on Toni Morrison or any similar topic only for you Order Now In her lecture she tells a story happening between a blind woman and a few young men. The young men question her wisdom by asking if the bird in their hand was alive or dead. Her response to that was, â€Å"it is in your hands† meaning that the fate of the bird is in your hands. They could either let the bird live or die. The bird in this story indicates language. Morrison tries to imply that language is diminishing slowly as generation goes on and on. She believes that it is in our hands to revive it for what it truly is. The story involves the racial issues. Morrison shows her strong love for Hero language, but at the same time she showed her worry for its situation in the hands of todays society. Morrison feels like language can or will be killed by indifference and be employed to promote violence. In the continuing essay I will talk about Toni Morrison’s style and reason of writing what she writes and also what she means about â€Å"it is in your hands†, language that is. Morrison’s Nobel Lecture best interprets her artistic writing style. The fully poetic language and creative writing is what makes Morrison so outstandingly bold and Campos 2 different. Morrison is good at realizing what the purpose is and prevailing it onto others in a way that is easily persuasive and believable. She has many narrative techniques that she takes in to action. In this lecture she gave, she brings forth all these techniques I just said in the above text. Toni Morrison makes a good point when, in her acceptance speech upon receiving the Nobel Prize in Literature, she says, â€Å"Narrative . . . is . . . one of the principal ways in which we absorb knowledge† (7). The words we use and the way in which we use them is how we, as humans, communicate to each other our thoughts, feelings, and actions and therefore our knowledge of the world and its peoples. Knowledge is power. In this way, our language, too, is powerful. We as the people just need to learn how to use it properly. In her acceptance speech, Morrison tries to communicate the idea that we must be careful with how we use our words. Once again, She analogizes the use of language to the life of a metaphoric bird in a tale of a wise, old, blind woman. Toni Morrison opens her speech by referring to a tale of two young people who, in trying to disprove the credibility of this wise woman, ask the question, â€Å" is the bird I am holding in my hand living or dead? ’†. Of course, being blind, the woman does not know and must say so. However, she adds that, â€Å" What I do know is that it is in your hands. It is in your hands†. In saying this, she tells the youngsters that the fate of the bird’s life is their responsibility. The bird, in this case, represents language. Morrison tries to portray the blind woman as an experienced writer of some sort. Some believe that it is herself. She goes on to say that the bird has either been found dead, been killed, or has the ability (if it Campos 3 is alive) to be killed, much as language, being looked at as a living thing, can live or die; be saved or destroyed. As Morrison would say language is â€Å"susceptible to death, erasure; certainly imperiled and salvageable only by an effort of the will†. That will is the responsibility of those who use it. We have the option to make language something beautiful, useful, and a source of that power of knowledge, or as degrading, offensive, and oppressive. Throughout her speech, Toni Morrison works towards defining and supporting this thesis of responsibility. It is our responsibility, as users of words, to make language thrive. We are not aware of the words that come out of our mouths due to lack of thought or attention, we all suffer and we are all at fault. The standards of society are changing and with them the standards and values to which we hold the meaning of our words. Some may say that the values and morals are declining and with that comes a decline in the way in which we as a society express ourselves. Should we be so â€Å"careless† or â€Å"indifferent† with our language, its â€Å"demise† will surely come. Words may, in fact, loose their affect and meaning. Perhaps this gives new meaning to the statement â€Å"language may be the measure of our lives†. Language has many uses, and with it responsibilities, namely â€Å"grappling with meaning, providing guidance, and expressing love†. Where would we be if we, as a culture, abandoned this all? Would we have no meaning, no guidance, no love? All people who use language are capable of this, if not already to blame for this: children, parents, those who hold positions of power. All in all, Morrison tries to use a metaphoric analogy in order to portray her views on the role that language plays today and in the future. She strives to keep in abundant Campos 4 and living in all of our vocabulary. Morrison is very dedicated to her writing. She uses her ethnicity to help her tell her stories using racial issues. In the end, I believe that we all have language in our hands, how we use it is all up to us. It is our responsibility, however, to help future generations use it right. How to cite Toni Morrison, Essay examples

Toni Morrison Free Essays

Hannah Campos Professor Gibbons English 2 February 25, 2013 The Future of Language is in Our Hands Toni Morrison’s is a leading figure in American literature who won the Nobel Prize in 1993. She is good at giving different points of views or metaphors in order to show her purpose of writing and produce the tension of beauty. Black history plays a huge role in Morrison’s writing. We will write a custom essay sample on Toni Morrison or any similar topic only for you Order Now In her lecture she tells a story happening between a blind woman and a few young men. The young men question her wisdom by asking if the bird in their hand was alive or dead. Her response to that was, â€Å"it is in your hands† meaning that the fate of the bird is in your hands. They could either let the bird live or die. The bird in this story indicates language. Morrison tries to imply that language is diminishing slowly as generation goes on and on. She believes that it is in our hands to revive it for what it truly is. The story involves the racial issues. Morrison shows her strong love for Hero language, but at the same time she showed her worry for its situation in the hands of todays society. Morrison feels like language can or will be killed by indifference and be employed to promote violence. In the continuing essay I will talk about Toni Morrison’s style and reason of writing what she writes and also what she means about â€Å"it is in your hands†, language that is. Morrison’s Nobel Lecture best interprets her artistic writing style. The fully poetic language and creative writing is what makes Morrison so outstandingly bold and Campos 2 different. Morrison is good at realizing what the purpose is and prevailing it onto others in a way that is easily persuasive and believable. She has many narrative techniques that she takes in to action. In this lecture she gave, she brings forth all these techniques I just said in the above text. Toni Morrison makes a good point when, in her acceptance speech upon receiving the Nobel Prize in Literature, she says, â€Å"Narrative . . . is . . . one of the principal ways in which we absorb knowledge† (7). The words we use and the way in which we use them is how we, as humans, communicate to each other our thoughts, feelings, and actions and therefore our knowledge of the world and its peoples. Knowledge is power. In this way, our language, too, is powerful. We as the people just need to learn how to use it properly. In her acceptance speech, Morrison tries to communicate the idea that we must be careful with how we use our words. Once again, She analogizes the use of language to the life of a metaphoric bird in a tale of a wise, old, blind woman. Toni Morrison opens her speech by referring to a tale of two young people who, in trying to disprove the credibility of this wise woman, ask the question, â€Å" is the bird I am holding in my hand living or dead? ’†. Of course, being blind, the woman does not know and must say so. However, she adds that, â€Å" What I do know is that it is in your hands. It is in your hands†. In saying this, she tells the youngsters that the fate of the bird’s life is their responsibility. The bird, in this case, represents language. Morrison tries to portray the blind woman as an experienced writer of some sort. Some believe that it is herself. She goes on to say that the bird has either been found dead, been killed, or has the ability (if it Campos 3 is alive) to be killed, much as language, being looked at as a living thing, can live or die; be saved or destroyed. As Morrison would say language is â€Å"susceptible to death, erasure; certainly imperiled and salvageable only by an effort of the will†. That will is the responsibility of those who use it. We have the option to make language something beautiful, useful, and a source of that power of knowledge, or as degrading, offensive, and oppressive. Throughout her speech, Toni Morrison works towards defining and supporting this thesis of responsibility. It is our responsibility, as users of words, to make language thrive. We are not aware of the words that come out of our mouths due to lack of thought or attention, we all suffer and we are all at fault. The standards of society are changing and with them the standards and values to which we hold the meaning of our words. Some may say that the values and morals are declining and with that comes a decline in the way in which we as a society express ourselves. Should we be so â€Å"careless† or â€Å"indifferent† with our language, its â€Å"demise† will surely come. Words may, in fact, loose their affect and meaning. Perhaps this gives new meaning to the statement â€Å"language may be the measure of our lives†. Language has many uses, and with it responsibilities, namely â€Å"grappling with meaning, providing guidance, and expressing love†. Where would we be if we, as a culture, abandoned this all? Would we have no meaning, no guidance, no love? All people who use language are capable of this, if not already to blame for this: children, parents, those who hold positions of power. All in all, Morrison tries to use a metaphoric analogy in order to portray her views on the role that language plays today and in the future. She strives to keep in abundant Campos 4 and living in all of our vocabulary. Morrison is very dedicated to her writing. She uses her ethnicity to help her tell her stories using racial issues. In the end, I believe that we all have language in our hands, how we use it is all up to us. It is our responsibility, however, to help future generations use it right. How to cite Toni Morrison, Essay examples

The US Auto Economy

Introduction The invention of Auto industry in US started in the twentieth century. Three big companies controlled the market activities that involved selling and buying of cars and other related services. Henry Ford produced his first model Ford T, which marked a revolutionary journey of the industry (York, 2010). Later on, other two companies Chrysler and General Motors came into action with their models.Advertising We will write a custom research paper sample on The US Auto Economy specifically for you for only $16.05 $11/page Learn More They dominated the industry until 1980s when other companies started engaging in the industry. This changed the oligopoly status of the market to a very competitive market. Currently, there is competition from national and international bodies that makes it difficult for all the companies to maximize their profit margins. On the other hand, the US government is experiencing a major economic setback. This paper will ad dress important reasons for government participation in controlling the economy and merging as the best decision for the big three auto industries. Reasons for Government Involvement in the Economy Pollution control Government involvement in business has many advantages to both business operators and government itself. First, auto industry manufactures and sells vehicles to consumers in different parts of the world. It is important for any government to monitor the types of vehicles that the companies are manufacturing (Michaels, 2011). This is because most vehicles use petrol, diesel and other forms of energy to operate. Some sources of energy cause pollution to environment while others are environmental friendly. For example, vehicles that use energy from wind, water and thermal gas do not emit harmful gas in the environment. On the other hand, energy sources like crude oil can pollute environment at a high rate. Therefore, vehicles that use petrol and diesel emit harmful gases li ke carbon dioxide and carbon monoxide to the environment. These gases pollute air, water and soil. For that case, the government should intervene in controlling pollution that may come from vehicles. This means that they should encourage motor industries to manufacture vehicles that use energy sources that are friendly to environment. Control of Harmful Competition Competition in business can be in two different points. First, healthy competition is a type of competition where companies are able to compete favorably providing better services to consumers. The second type of competition is unhealthy competition.Advertising Looking for research paper on business economics? Let's see if we can help you! Get your first paper with 15% OFF Learn More This is where well-off companies dominate over small companies thus taking advantage to monopolize the market. The big three companies have faced unfavorable competition from foreign vehicle producers. This has made it almost i mpossible for them to sell their vehicle as before. The government should step in to control the importation of foreign goods to prevent depreciation of its currency. Merging of companies may have many technical issues. The major company may have selfish motives for joining the other company. The government comes in to provide terms and conditions that companies should observe when merging. This is quite important since it will provide the basis on which merging can take place. Enacting a Legal and Social Framework Buyers and sellers need to get their goods with guarantee that goods bought are of good quality. The US government controls all motor vehicles that get in and out of the country. They keep records of manufactured cars in the country and those imported from other countries. This helps consumers to get valuable information on their desired vehicles (York, 2010). The buyers also require knowing if the vehicles that are sold by specific companies belong to them. National Defe nse National defense is a critical issue that makes the government interfere with the operations of the economic markets. All people who buy and use vehicles need protection from unauthorized dealers. Some dealers may duplicate knowledge and skills to disadvantage their counterpart companies. The government should be available to oversee whether the merging companies have same interests or one of them may have a different idea (Michaels, 2011). Government monetary policies The US government has the critical role for providing economic conditions that the private and public enterprises can function effectively. The most important role is to avail an acceptable currency, which eliminates barriers to trade. Additionally it should be able to maintain the quality of its currency using policies, which prevent currency inflation that may cause an overall increment of vehicles at the market.Advertising We will write a custom research paper sample on The US Auto Economy specifically for you for only $16.05 $11/page Learn More History reveals that price increase is dependent on the rate of inflation together with the level of unemployment in the nation. It is the government to oversee that merging of the companies should be in the view of providing extra employment opportunities to citizen. If it may render some of the citizens unemployed and then make it unnecessary for the companies to merge (Rubenstein, 2001). Rationale for government involvement market place The government may decide to involve in business activities majorly for changing allocation of resources to achieve improved social and economic welfare. All government organizations through political persuasion can intervene in the economy to affect scarce resources within competing firms. Some of the major reasons for government intervention in business organizations include correcting a failure on the market, achieving equal distribution of wealth and income to different people a nd improving economic performance. In this case, the market economy has depreciated and thus it requires a quick action to save the auto industry. The three companies have really failed to make profits due to the invasion of international and national companies, which are causing unfavorable competition to their vehicles. Complexities for a self-expanding company Merging of companies may have up and downs. It is possible for the merged companies to face major setbacks and decide to pull out of the merger to expand as an individual company. The company can face several complexities in its daily operation. First, the shareholders may have a positive attitude towards the merger. This will evoke negative sentiments from them together with workers who may be against the merger. Approaching the market through innovative means will be important and it will require the company to employ or utilize its staff for providing innovations through information and technology. Convergence forces The re are different forces that determine the management desires and shareholders desires. For instance, the shareholder will be requiring the company’s performance to be high.Advertising Looking for research paper on business economics? Let's see if we can help you! Get your first paper with 15% OFF Learn More This includes high profits organizational structures among others. the management on the other hand, will also need to include management strategies that are geared towards better performance of the company (Cooney Yacobucci, 2007). It is for the interest of the shareholders and the management team to ensure that the company gains considerable profits to maintain its market value. Goals for the company The management team is considering majorly the investors interest. This is because if the shareholders withdraw their investment the company will have a negative impact on the market. Therefore, it has to be careful while making decisions at the expense of the shareholders. On the other hand, it may work towards improving its general income. Once the investors identify the performance of a company, they will invest without any fear. It is a two-way traffic. References Cooney, S. Yacobucci, B. (2007). U.S. automotive industry: policy overview and  recent history. New York: Nova Scien ce Publishers. Michaels, R. (2011). Transactions and strategies: Economics for management. Upper Saddle River, NJ: Cengage. Rubenstein, J. (2001). Making and selling cars: innovation and change in the U.S.  automotive industry. London: John Hopkins University Press. York, M. (2010). Henry Ford: manufacturing mogul. New York: ABDO Publishing. This research paper on The US Auto Economy was written and submitted by user Angela W. to help you with your own studies. You are free to use it for research and reference purposes in order to write your own paper; however, you must cite it accordingly. You can donate your paper here.

How to Write an Analytical Essay on Macbeth

How to Write an Analytical Essay on Macbeth Writing an Analytical Essay on Macbeth Why write about Macbeth Beginning an analytical essay on Macbeth How to write an outline How to write a thesis for an analytical essay on Macbeth How to write an introduction Tips on how to write an introduction and thesis Writing body paragraphs Tips on body writing How to finish an analytical essay on Macbeth Tips on conclusion writing Tips on revision Analytical essay on Macbeth Why write about Macbeth The centrality of writing about Macbeth is to exhibit how an unconstrained desire can be a destructive force. Writing about Macbeth outlines how ruinous over-ambition or ambition can be. Macbeth, seemingly an aristocrat, is driven to actions and thoughts which are inherently averse to his nature and in the end causes his destruction alongside Lady Macbeth, his wife. ‘Macbeth’ deals with power and kingship and the accountability brought with power. Writing about Macbeth is fundamental in that as it demonstrates that when appropriately established power is ousted by noxious means, appalling penalties can follow. Beginning an analytical essay on Macbeth To start an analytical essay on Macbeth, the author needs to present some form of claim or argument about what he/she is dissecting. Analytical essays typically focus on how the poem or book was composed, for example, how specific topics in the story present themselves or how the utilization of metaphor or similitude brings about a precise meaning to the story. In short, analytical essays require one to examine the smaller sections of the piece to explain the larger picture. To write an analytical essay on Macbeth, the writer needs to review any thought or fact: connections that can be linked, thus formulating concepts and utilizing events to support it. How to write an outline A ‘plan’ or ‘blueprint’ for your essay is called an outline. An outline aids in sorting one’s arguments and thoughts. An appealing outline makes conducting research and later writing your essay somewhat simpler. Your outline page is comprised of: Paper Title Thesis Statement Major arguments/points shown by Roman numerals Supporting your key points, shown in Arabic numerals The Roman number I is the writer’s ‘Introduction.’ In the paper’s introduction section, tell the reader your paper’s purpose and what it intends on proving (your thesis). The final roman number is the conclusion; there one summarizes information presented to the reader. Sample Outline I. Introduction A. Sentence to catch the reader’s attention B. One-two sentence proclamation (thesis statement) II. Body A. First Paragraph B. Second Paragraph C. Third Paragraph III. Conclusion A. Thesis Restatement B. Insightful sentence closing How to write a thesis for an analytical essay on Macbeth To do it correctly, the essay writer should sum their idea into one sentence or two. The thesis statement should display the paper’s topic and show the reader what the article is about and thus aiding in keeping the argument focused and guides the writer. How to write an introduction The introduction is designed to grab the reader’s attention along with giving an idea of the essay’s focus. Start with a redherring/attention grabber. This includes: Surprising information which must be provable and correct. Dialogue which does not substantially have to identify the speakers; however, the reader must understand points made. Anecdotes which are stories that illustrate a point. Summary information; one to three sentences expounding your topic. Tips on writing an introduction and thesis Be as specific and exact as possible. Indicate your paper’s purpose, however, evade sentence structures like â€Å"my essay’s purpose is†¦Ã¢â‚¬  Avoid burying your thesis statement late in the paper. Avoid clichà ©s. Provide relevant and helpful information. Convince the reader your essay is worth reading and their time. Writing body paragraphs Naturally, body paragraphs develop the paper’s main idea in a series of sections. When writing body paragraphs, the writer’s chosen topic must be outlined, explained, and argued. All main ideas written in the outline make the body paragraph. Tips on body writing Begin by writing down your key ideas in sentence form Write down your supporting points for your chief idea that is, paraphrases and quotations from sources and facts (findings and statistics from conducted studies) Ensure you tie the facts you state back to the paragraph’s main idea (Analysis) Your transition from paragraph to paragraph should be fluid Explain your argument’s importance How to finish an analytical essay on Macbeth Finishing the analytical essay is simple once the framework is known. To conclude, three main sectors are taken into consideration. They are a transition from the body’s last paragraph, a rundown of the essay’s points and thesis statement, and finally, a closing statement that wraps everything up. Tips on conclusion writing Make it short. Answer the ‘So what’ question showing your readers the substance of your essay; show your reader the meaningfulness of your essay. Redirect your readers this is done by giving them something to think about. Synthesize rather than summarizing; don’t repeat things stated in your thesis. Challenge the reader by posing a question. Tips on revision Utilize your grammar check, spell-check, and check your spelling. Keep your format simple. Include clear transitions, markers, and citations. Include evidence and support for all main points. Ensure the essay’s intent is shown not told. Analytical essay on Macbeth I. Introduction ‘Macbeth’ is a play highlighting a breakdown in relationships between individuals Lady Macbeth and Macbeth. Lady Macbeth and Macbeth start the play showing an alluring relationship, however, as the plot advances; Macbeth’s aspirations drive him to commit regicide alongside other murders hence their relationship weakens and dissolves. This breakdown drastically impacts the play. Lady Macbeth’s longing for power prompts her enthusiasm in controlling Macbeth’s activities. Conversely, she loses control which ends in her tragedy. II. Discussion Ambition is typically what drives most towards progress, however, in Macbeth, it drives Macbeth towards his ruin. Ambition is a quality craved by many; however, through Macbeth, it is shown as an attribute that isn’t so positive. Macbeth proves that aspiration was a noteworthy constituent in his demise. Macbeth made it so effortless for the witches to help annihilate him. The witches noted his ambition was his weakness thus making it effortless for them to plan Macbeth’s destruction. Macbeth’s desire to have the witches stay on and continue with their prophecy shows his ambition and strives for power which the witches instantly spotted. Initially, Macbeth and Lady Macbeth adored each other: when Macbeth writes Lady Macbeth a letter naming her his â€Å"dearest partner in greatness,† this signifies that he views her as her equal. Lady Macbeth’s mind starts working after reading Macbeth’s letter. Lady Macbeth’s statement ‘shalt be’ uncannily mirrors the Witches prophecy. The breakdown of Macbeth and Lady Macbeth’s relationship results from various deeds, most obviously King Duncan’s murder. Macbeth and Lady Macbeth respond differently. Macbeth is overcome with regret and remorse he knows sleep no more. He has interrupted sleep showing how tense he is with the crime. The guilt he experiences shows disallows him to sleep. Contrary, Lady Macbeth reacts differently. She is practical and calm, instructing him to rinse his hands. She openly says â€Å"water will clear us off this deed† showing her buoyancy that the water will drain away the guilt. Lady Macbeth calls the shots in their relationship since Macbeth is too weak. Lady Macbeth questions Macbeth’s manhood and bravery, and affection between them diminishes. The mental suffering Macbeth and Lady Macbeth go through following the murder is another factor that adds on to their relationship’s breakdown. After being crowned king, Macbeth makes known his discontent. â€Å"To be thus is nothing, but being safely thus.† Macbeth has the idea that Banquo will be crowned and dreads its fulfillment. Similarly, Lady Macbeth is equally disappointed when she expresses that their desire has gone without content. Still, the pair is uncommunicative at this point. III. Conclusion From act one, Lady Macbeth persuaded Macbeth to complete a detestable deed that led to what his alleged fate was, even though none said King Duncan had to be murdered for the prophecy to manifest. After that inhuman deed, victims of Macbeth’s paranoid personality typically followed. Macbeths ambitions mainly driven by greed, insecurity, and hopelessness greatly impacted Macbeth fate toward death. Macbeth’s ambitions drove him downwards as being a deplorable hero in Shakespeare’s enthralling play.