Impact of Advertising of Toilet Soaps

Impact of Advertising of Toilet Soaps Rationale of Study 70 % of India Population Lives in 627000 Villages in rural Areas.90% of the Rural Population is concentrated in villages with a Population of less than 2000, with agriculture being the main Business. This shows the Potential India and has to bring the much -needed Volume Driven Growth. The Saturation limit in the Urban Market has reached and now marketers are moving Rural. They are following go GO RURAL Strategy. There is a increase in Income of Rural People, growth in rural demand is expected to increase double fold every Quarter because consumers are moving up towards premium products. However, in the recent past there has not been much change in the volume of premium soaps in proportion to economy soaps, because increase in prices has led some consumers to look for cheaper substitutes. The Maximum Advertisement is Personal Care Category comes from Toiletry Soaps .It will be also good to understand some ground realities about rural marketing before marketers venture into rural markets with their brands. Like in urban areas, People who watch TV in rural areas, also influence the choice of many personal care products. INTRODUCTION Background of study The toilet soaps market is estimated at 530,000 TPA including small imports. Hindustan UniLever is, of course, the market leader. The market is littered over with several, leading national and global brands and a large number of small brands, which have limited markets. The popular Brands in the rural areas include Lifebuoy, Lux, Cinthol, Liril, and Nirma, Santoor. Toilet soaps, despite their divergent brands, are not well differentiated by the consumers. It is, therefore, not clear if it is the brand loyalty or experimentation lured by high volume media campaign, which sustain them. A consequence is that the market is fragmented. It is obvious that this must lead to a highly competitive market. Toilet soap, once only an urban phenomenon, has now penetrated practically all areas including remote rural areas. The incremental demand flows from population increase and rise in usage norm impacted as it is by a greater concern for hygiene. Increased sales revenues would also expand from up gradation of quality or per unit value. As the market is constituted now, it can be divided into four price segments: premium, popular, discount and economy soaps. Premium soaps are estimated to have a market volume of about 80,000 tonnes. This translates into a share of about 14 to 15%. However, by value it is as much as 30%. Market Segmentation Soaps are also categorized into mens soaps, ladies soaps and common soaps. There are a few specialty soaps as transparent Glycerin soaps, sandal soaps, specially flavored soaps, medicated soaps and baby soaps. Specialty soaps are high valued but enjoy only a small share of the market in value terms. The market is growing at 7% a year. This means that the incremental demand generation is 5% over and above the population growth. With increasing awareness of hygienic standards, the market could grow at a rate higher than 8% annually. Interestingly, 60% of the market is now sourced from the rural sector. This means that the variance between the two segments is not very large. Since upper-end market focus is the urban areas, margins come from the urban sector. Factors affecting buying behavior Price is the most important factor which effects the buying behavior of consumer, by which a consumer goes for the various segment of soap like premium, popular, sub-popular and carbolic which are basically decided by the cost factor and fat content in the soap. The buying frequency is either monthly that is done by the families or in case of bachelors it is more than once in a month. The occasions when premium soaps are purchased are usually when there are festivals and ceremonies. Moti Soaps are usually presented during festivals and occasions for presents and gifts. The promotional techniques help to boost sales. Various tactics like the price offs, buy one get two free, free gifts and other schemes help boost sales in short run and also help in clearing stocks. One of the important points a soap marketer should note is that the soaps are usually purchased by women in urban areas as most of the day to day consumption of personal care products are made by women. A point to note is that women use more personal care product than men do and hence premium soaps are mostly targeted at them. Men normally make purchase decisions in rural areas. Hence the marketer has to adopt different strategy for such a market. Benefits sought by various customers from various brands are Beauty Lux Freshness Liril, Cinthol Natural Medimix, Margo Baby Johnson Johnson, Doy Cream Dove, Doy Care (moisturizing) Medicated Dettol, Savlon, Glycerin Pears, Emami Penetration One of the factors, which affect the demand of soaps, is the penetration, which the products have in market. In case of soaps this has not been a major issue as the penetration in the rural area is as high as 97% and that for urban area is around 99%. Thus the approximately the penetration is around 99% for overall India. Hindustan UniLever is the largest contributor to the toilet soaps market of India. It enjoys almost a two-thirds share, with the second ranked Nirma Soaps placed at a distantly low share of 16.8%. Lux and Lifebuoy have held the sway of the market for almost fifty years. While the former brand remained the preserve of the high-end rich consumers, Lifebuoy ruled the roost with health-conscious users as a hygienic soap. The products underwent up-gradations with the introduction of versions like International Lux and Lifebuoy Personal. In between came brands like Nirma Rose, Nirma Beauty Soap, Breeze, Caress, and LeSancy. In 1993 came Dove. Earlier, Liril made waves with its lemon touch and bathing acrobatics. At the medium and lower rungs, brands like Hamam, Moti, Jai, Rexona (third largest brand) were well supported by OK and later by OK NSD Bar. The brands have undergone a full foray of launches and relaunches, making each occasion to give a more vigorous thrust to the marketing effort. Quite a few of the brands have been acquired: Hamam from TOMCO and Baby Toilet soap from Johnson Johnson, for example. While Pears has dominated as high profile specialty soap, HUL undertook, in 1992, a project to manufacture the product for the world market at Khamgaon in Maharashtra. Commercial production commenced in 1993. To provide a sound base to its toilet soaps operations, HUL has also branched out into other toiletries like shampoos and related products like glycerin, fatty acids. Godrej Soaps had a disappointing experience in forging an alliance with Procter Gamble (PG). Infact PG is withdrawing itself from the premium soap segment like Camay. P G has now a fully-owned subsidiary in India and now it is concentrating more on personal care products. Godrej retained all soap brands and transferred detergent brands to PG in 1993. Godrej found it convenient to shed the detergent brands Ezee, Key, Biz and Trilo as they represented a losing portfolio. Godrej is promoting a number of brands, Cinthol, Ganga, Shikakai, Fairglow, No.1 and Crowning Glory, while it has others to bother about such as Vigil and Fresca. Cinthol ranks third and accounts for 60% of all Godrej Soaps brands. It is an old brand launched about five decades ago in early 1950s. New Cinthol Lime and Cologne gave it a new look in 1985. Two variants were introduced in 1989 placing an added emphasis on their brand of soaps. Its deodorant and complexion soap is styled as Cinthol Spice. Cinthol is perceived largely as a male soap, as Lux is a ladys soap. The company expects a very high growth for Cinthol in 1997-98. Ganga did well and a new version Doodh Ganga has been introduced. Ganga had notched up a 5% market share but declined to 2% later with sales at Rs 350 mn. Godrej wants to revive it. Godrej Soaps was giving a tough competition to Hindustan Lever. Crowning Glory was pitched for hair care. Even Nirma has achieved a significant penetration and has notched up an impressive 60,000 tonnes sale in just three years. Nirma Ltd has been putting up a backward integration plant to produce soda ash and linear alkyl benzene (LAB). Capacity utilization in the industry varies from as low as 50% to 80%. Godrej Soaps Limited (GSL) has been using its capacity by working for other producers. GSL makes Rexona and Dettol for Reckitt Colman of India and Johnsons Baby Soap for Hindustan UniLever (Johnson Johnson). And yet only half of its capacity of 71,000 tonnes is being used. Also companies like VVF Ltd. has state of the art technology oriented plants, which they mostly use for producing brands like Dettol, Nivea Creame soap and also internationally well know brands like Fa for other marketers. It seems Indians have sacrificed hygiene at the altar of thrift. If numbers are anything to go by, Indians do seem to be washing themselves, as well as their clothes, rather less. Data collated by industry certainly points to this rather unpleasant conclusion. The consumption of soaps and detergents has shrunk substantially with volumes declining by 11.5 per cent and consumption of detergents declining by 4.1 per cent in the year. The evidence of this decline in consumption is somewhat perplexing in a country with a growing population as the consumption of soap and detergents should logically be directly proportional to population growth. Soaps and detergents are at the back of the house and are not status products like TVs or refrigerators. Its possible that consumers may be economizing on their use or buying cheaper brands during a downturn, explains an official at a leading FMCG firm. One possible reason could be increased production in the small-scale sector. For instance, besides detergents sold as powders and bars, which is produced by organized players, a large quantum of detergents is sold in the form of laundry soaps, which are used for washing clothes. Production of laundry soaps are reserved for the small-scale sector and data is not readily available. There is also a large cottage industry producing cheap soap, used for personal wash, for which reliable numbers are not available. Another possible reason for the apparent decline in consumption could be the free samples of soap which have been handed out as part of incentive schemes, say industry sources. The quantum of such samples may not be picked up in the data, said the official. There is another whacky hypothesis. Many households earlier used soaps for twin purposes: for body wash as well as shampoo substitutes. However, successful sachet marketing in shampoo seems to have now penetrated this market, which has directly impacted the sales of soaps. A detailed analysis of the data shows that sale of premium soaps, the likes of HULs Lux or Godrejs Cinthol, declined by 13.1 per cent. But even the carbolic or discount soaps the likes of HULs Lifebuoy or Nirma saw volumes decline by 9.9 per cent. Even though the market has shown de-growth in toilet soaps segment, analyst say that it will grow at a meager rate of 3 to 4 per cent especially in the premium category, which was previously looking attractive. This can be attributed to factors like excessive dependent of Indian rural sector on monsoon, which can be uncertain. Also due to high excise duty prices have remained high enough to keep the huge middle class chunk away from this market. Thirdly 80% of the raw materials used in premium soap are imports, which attract high import duty. All this factors lead to increase in cost, which deters the players to provide value for money product to the middle class consumer. The price of the premium segment products is twice that of economy segment products. The economy and popular segments are 4/5ths of the entire soaps market. The penetration level of toilet soaps is 88.6%. However, the per capita consumption of soap in India is at 460 gms per annum, while in Brazil it is at 1,100 gms per annum. In India, soaps are available in five million retail stores, out of which, 3.75 million retail stores are in the rural areas. Therefore, availability of these products is not an issue. 70% of Indias population resides in the rural areas; hence around 50% of the soaps are sold in the rural markets. Growth With increase in disposable incomes, growth in rural demand is expected to increase because consumers are moving up towards premium products. However, in the recent past there has not been much change in the volume of premium soaps in proportion to economy soaps, because increase in prices has led some consumers to look for cheaper substitutes. The major players in personal wash (Soap) market are HUL, Nirma and Godrej REVIEW OF LITERATURE Publised by WPP COMPANY ( OGLIVY INDIA ) Developing markets such as India are an important source of growth for Unilever. The company is adopting unique marketing approaches to increase consumption of its products in these regions, positioning itself as an ethical brand that benefits wider society. Unilevers Lifebuoy Swasthya Chetna (Health Awakening) campaign is one example. This educates people on the importance of health and hygiene in preventing diarrhea and encourages them to adopt a simple hand-washing regime using soap. Swasthya Chetna is Indias largest ever rural health and hygiene education program. HUL have done aggressive advertising strategies to promote its Swasthya Chetna Programme Lifebuoy health officers visited 43,000 Indian villages and schools over five years where they used product demonstrations, interactive visuals, competitions and drama workshops to spread the health and hygiene message. The program has reached 110 million rural Indians since it began in 2002. Awareness of germs has increased by 30% and soap use has increased among 79% of parents and among 93% of children in the areas targeted. Soap consumption has increased by 15%. The campaign received recognition for its innovation and effectiveness, winning Silver in the Rural Marketing Advertisers Association of India awards in 2006, and the grand prize at the Asian CSR awards 2007. It was also recognized by the Indian government who created a special edition postal cover dedicated to the campaign. .[1] Publised in Business.in.com by Sawmya roy on August 18,2009 Godrej No. 1. is a hit though, from the stables of Godrej Consumer Products Ltd. It claimed the number three spot in the toilet soap category for the quarter ended June 2009, eating into market leader Hindustan Unilevers (HUL) market share. It is now the third highest selling soap behind Lifebuoy and Lux. Lifebuoy and Lux, both HUL products and market leaders, saw market share decline by almost 2 percent to 16 and 15.4 Santoor also stakes claim to the number three spot. The ACNielsen Repot shows Godrej No. 1 in the number three slot, but only in terms of volume. Since it is a discount brand, it falls to number five in terms of value. Santoor and Dettol take the third and fourth spots on the Neilson Report Table. Toilet-soaps have emerged as the most advertised product in the personal care category in the first half of 2009, leaving behind summer skewed category favorites like talcum powders and prickly heat powders/lotions by a considerable margin. The top 10 list saw three of the brands from toilet soaps Lifebuoy Swasth, Chetna 07, Godrej No.1 Papaya Lotus and Lux Pink Soap. The change in trend is because traditional summer categories like talcum powder has reached stagnation due to consumers shift towards other categories like the deodorants. The shift from talcum powders to toilet soaps during summers is also because soaps too are increasingly being positioned as a value-added, cosmetic category which could ensure lasting fragrance, smooth skin and even fairness in some cases. According to industry estimates, the soap segment is one of the biggest FMCG categories in India with bathing and toilet soaps constituting around 30 per cent of the soap market.. Hindustan Unilever (HUL) is the biggest advertiser in the personal care category across print and television media. Toilet Soaps had a 1/4th share in the entire personal care advertising in print, while the category led the advertising with 30 per cent share on TV. HUL advertised with 42 brands in which Lux soap, Fair Lovely Multivitamin and Pepsodent Complete Germi Check had the maximum share. .[2] Publised in Business.in.com by Sawmya roy on August 18,2009 Godrej No. 1 has gained market share but it is more due to HULs bad judgments in assessing consumer sentiment. No. 1s growth figures have come from rural areas. During the peak of the slowdown last year, rural buying was largely unaffected even as urban figures dropped. But rural areas are sensitive to price changes. Prices of palm oil, a key ingredient in soap, started rising and HUL imposed steep price hikes. Godrej waited and increased prices slowly and at a much lower rate than HUL. They drove home the advantage that they had been handed. Once consumers started trying out Godrej No. 1, the brand managers used a combination of clear mass market, rural positioning and a rapid increase in distribution to cement the gains. The company sharply increased its rural distribution network. No. 1 ads now appear only on Doordarshan because it is cheaper and ubiquitous in the areas where they want to be. Spending only on Doordarshan also means that Godrej No. 1s ad to sales ratio is just 1 percent compared to the industry figure of around 8 to 10 percent. No. 1 was traditionally popular in Punjab and Haryana but not known in other states. It has doubled distribution in Uttar Pradesh in the last two years to compete with large competitors. The Godrej group re-branding campaign also helped. But No. 1 is not alone in its success. Wipro has also worked with micro finance institutions to promote its soaps in rural areas. .[3} Published: June 03, 2010 in India [emailprotected] In Indian villages, though, a marriage in the family means shopping not just for the trousers and home appliances it also means buying hair dye, henna and bigger bars of soap. For many households in rural India, what the rest of the world considers everyday products are luxuries to be indulged in once in a while. Consumer products companies in India are working overtime to change that thinking. Godrej Consumer Products Ltd (GCPL), though, ensuring its products fly off village store shelves has become the governing ambition. In April 2009, Godrej initiated the ambitious Project Dharti (Dharti is the Hindi word for Earth) to increase the companys focus on rural India. The programs goals are: to generate sales in rural India that overtake within a year the contribution of the countrys urban areas; that rural sales growth will outstrip overall sales increases; and that GCPLs distribution network within three years will have expanded to 50,000 villages and 8,000 small towns across India. GCPL is the second largest bath soap manufacturer in India, after Hindustan Unilever. The company claims its Godrej No.1 brand is the best-selling Grade 1; toilet soaps ,have a higher fat content than bathing bars) and the market leader across north India. Rural sales contribution to total revenue has increased to 42%, and GCPL has gained a percentage point each in market share of hair color and soaps. Godrej increased its Market Share with the Advertising in Rural Areas with their Discount Schemes. . GCPL always have been mainly focusing on Customize product and communication; build recognition through demonstration; build word of mouth for the brand; and build access through innovation and a cost-effective distribution channel. Conventional wisdom says rural consumers need customized products designed to suit their needs, their conditions and their wallets. But they also want products similar to those available in urban markets, so many believe that small compromises in product quality are acceptable. Rural consumers want the same product as urban shoppers. If you compromise on quality to make it affordable now, they will shun your brand when their income levels increase. The solution lies in customizing the size of the offering, not the product itself. GCPL has done just that, introducing smaller packages of the same products, at price points rural consumers can afford. Smaller bars of soap, herbal henna packets for 10 cents, sachets of powder hair dye and talcum powder for 20 cents act as entry points for rural consumers, who return for larger packs when their budgets permit. Sales of consumer products in rural markets peak immediately after the harvest and during festivals and the wedding season (September through December), when many of Indias 600,000 villages are in a have-cash-will-spend mood. Company executives say the response to the smaller packages has been strong, especially in South India, where the smallest available size of GCPLs Cinthol soap retails at 50 cents. An 11-cent bar has been added to the portfolio. There was Aggressive advertising for their smaller pack Communication and promotion strategies also need to be tailored to suit rural customer needs. It starts with the media plan. For value brands like Godrej No.1, GCPL has stopped advertising on private cable and satellite channels, preferring the cheaper and more widely received government-owned television network, Doordarshan, as well as All-India Radio. In addition, it advertises on regional language TV channels and in local publications. It is more cost-effective to be on Doordarshan since the share of voice is higher,. The hair color brands and soap brand Cinthol also retain a more conventional media plan, including ads on cable television. The commercials that appear on regional TV channels and Doordarshan are quite different from those on cable television, keeping local sentiments in mind. For instance, visuals of people playing with their hair or running their fingers through their hair would be frowned upon in conservative villages, although its a common image in hair care product advertising across the country.. The rural consumer is just evolving from the economics of necessity to the economics of gratification. Unlike the urban consumer, he is largely a first-time user of several product categories, be it FMCG or durables, he adds. Regular below-the-line activity such as in-store demonstrations and stalls at village fairs and farmers meets are also forming part of GCPLs rural marketing strategy. Barbers as Brand Ambassadors GCPL is counting on word-of-mouth brand building for its Expert line of hair color products and Toiletry soaps . The company is reaching out to 50,000 barbers and salons in nine states, offering to engage them in a co-branding exercise. Under the program, the salons add the Expert tag to their names, with all fixtures including mirrors and chairs displaying the GCPL brand logo prominently. The salons will also be provided grooming kits including the hair dye, mixing bowl and brush, as well as other GCPL products such as talcum powder and shaving cream. Most people turn to their hairdressers for advice when they decide to color their hair. So it makes sense for us to influence the influencer, .[4] Publised in Times of India by Namrata Singh Rupali Mukherjee Demand for top-of-the- drawer FMCG products is no longer restricted to urban India. The rural consumer has emerged as an important cog in the sales growth of premium offerings. Clever pricing, rising aspirations and new marketing mantras are driving this trend. With rural consumers warming up to branded products, the urban-rural divide is fading away faster than one can imagine. There is now very little difference between the aspirations of rural consumers and their urban counterparts. Certain growth statistics have shattered the myth that the rural consumer is content with unbranded or mass-end products alone and gives a strong indication that rural market consumption has picked up and is accelerating faster than urban markets. This has led to their changing their consumption pattern. Dove shampoo, a premium-end product, reported a growth of over 100% in the rural market during January-October 2010 over the same period last year. In fact, Dove grew faster than its mid-priced cousin, Sunsilk shampoo, which reported a growth of 14% in rural India during the period. Although analysts explain that the high growth is due to a lower base and that actual sales number would be smaller given the recent introduction of the brand, one cannot overlook the fact that there is a demand for such products and marketers can no longer underestimate the aspirations of the rural consumer. Gone are the days when the rural consumer was content with using mustard oil and plain soap.Today,he/she is seeking special branded products for daily skin and healthcare needs. Rural consumers across income segments are showing a marked propensity towards spending on premium high-quality products, which are backed by strong brand values, For instance, take food products. Not only has the demand for cream biscuits gone up in rural markets, the sale of instant noodles, too,is growing nearly twice as fast in the rural market compared to the urban one. Whats more, one in every six rural buyer of hair dye now uses colours other than black something, which would have been dubbed indulgence a decade ago. Even seemingly urbane brands in categories like deodorants and fabric softeners are said to be growing much faster in rural India than urban. [5] RESEARCH METHODOLOGY Research methodology is the arrangement of condition for collection and analysis of data in a manner that aims to combine the relevance to the research purpose with economy in procedure. Research is conceptual structure within which research is conducted. It is way to systematically study and solve the research problems. Research purpose can be divided into three categories: Exploratory research: It is also termed as formulate research the main purpose of such research is to gain familiarity with a phenomenon or to achieve new insights. Descriptive research: This portrays the particular characteristics of a particular individual situation or a group. Casual research: Conducted to identify cause and effect relationships. A close end questionnaire was constructed for the survey. A questionnaire comprising a set of questions was presented to respondents for their answers. Data Collection: PRIMARY DATA: The first-hand information bearing on any research is the one which has been collected by the researcher. The data here is collected through: A structured questionnaire SECONDARY DATA: The data which has already been collected, complied and presented earlier by any agency may be used for purpose of investigation. The data collected through: Various publications in form of annual reports, various papers and journals published from time to time. Statistical Tool After collection of data another work necessary for any data collector is to correctly analysis that data. So statistical tools helps us to correctly analysis the data. The statistical tool used here is the software SPSS version 16.0. Ordinal Scale: An ordinal scale not only categorizes the variables in such a way as to denote differences among the various categories, it also rank-orders the categories in some meaningful way. With any variable for which the categories are to be ordered according to some preference the ordinal scale would be used. The preference would be ranked and numbered 1, 2 and so on. Nominal Scale: A nominal scale is one that allows the researcher to assign subjects to certain categories or groups. For example with respect to the variable of gender, respondents can be grouped into two categories male and female. These two groups can be assigned code numbers 1 and 2. These numbers serve as simple and convenient category labels with no intrinsic value, other than to assign respondents to one of two non-overlapping or mutually exclusive categories. Objectives of the Study: To find out the impact of advertising on Brand Performance. To know the consumer Perception of a brand after Advertising. Hypothesis Null Hypothesis: There is No significant impact of advertisement on Purchasing of toilet soaps in Rural India Alternative Hypothesis: There would be significant impact of advertisement on Purchasing of Toilet Soaps in Rural India. Research Design: The research is exploratory in nature. Explorative studies valuable means of finding out what is happening to seek new insights to ask questions and to access phenomenon in a new light. The study involves finding out impact of advertising on Brand Performance and the consumer Perception of a Brand after Advertising. Sampling Technique: Sample Size- Rural Consumers -150 Rural Retailers -50 Sampling Method- Random Sampling Method , Research Instrument Questionnaire Research Type -Exploratory Research The date was collected from filling of Questionnaires from Rural Customers and Retailers in the outskirts of Ghaziabad and Noida and the sampling Method used is Random Sampling Method. TESTS : CHI-SQUARE TEST : A chi-square test (also chi squared test or à Ã¢â‚¬ ¡2 test) is any statistical hypothesis testin which the sampling distribution of the test statistic is a chi-square distribution when the null hypothesis is true, or any in which this is asymptotically true, meaning that the sampling distribution (if the null hypothesis is true) can be made to approximate a chi-square distribution as closely as desired by making the sample size large enough. Procedure: Set up the null hypothesis that there is no significant difference between the observed and expected value. We compute the value of CHI- square by using the formula CHI-square = à ¢Ã‹â€ Ã¢â‚¬Ëœ à Ã¢â‚¬ ¡2=ÃŽÂ £ (( Oi- Ei)2/Ei) O- Observed value E- Expected value Degree of freedoms=(R-1)(C-1) Level of significance=5 LIMITATIONS OF THE STUDY: Research is based on the collection of data from both primary and secondary sources. There may be a possibility of biasness on the part of some respondents, but very much care has been taken to make this report unbiased. Some respondents might not give the correct information due to their lack of interest and shortage of time. Time constraint. All the information is based on primary and secondary data that has its own limitations. RESULTS AND DISCUSSIONS Analysis on Toilet Soap Industry in India There are various toilet soaps which are sold in the Rural Market but same stay for long time and some do not and the main reason for this that companies drop in their Advertising Efforts and but companies like HUL,Godrej,Nirma Have excelled in the Rural Market because of their continuous Marketing Efforts throughout the years . The Target market chosen by me was people in the rural areas and I used random sampling method and chose people from the age group of 18-45 yrs and went on with the Research. There were 14 set of questions Designed, 7 each for the consumers and the Retailers. Analysis Question 1 Interpretation: When it comes to the Rural Market of India, the most sold Soap is Lifebuoy, Godrej and Lux and the responses from the people is also the same, 28 Respondents

To Kill a Mockingbird by Harper Lee :: essays research papers

To Kill A Mockingbird Many say that the central theme in the movie To Kill A Mockingbird is southern society and racism, but the central theme is the mockingbird, of which racism is a small part. Atticus Finch, a lawyer and father of two children living in Maycomb, Alabama, says: â€Å"they say that to kill a mockingbird is a sin because all the mockingbird does is sing for us all day.† The mockingbird symbolizes something or someone who is attacked by society unjustly, and that includes two characters. First, the mockingbird theme holds true for Tom Robinson. Tom is a black man who works as a field hand and is charged with raping a white girl and put on trial. Atticus defends Tom in the trial and makes it clear that Tom is innocent and even proves that someone else was responsible for the girl’s wounds: her father. Even though Atticus has proved Tom innocent, he is still declared guilty, put in jail, and sentenced to death. Another character, Boo Radley, also fits the mold of the mockingbird. Boo was probably just a normal boy who was unfortunately born to parents who weren’t the nicest in town and liked to keep to themselves. It was rumored that, as a child, Boo was cutting out articles in the newspaper for a scrapbook and when his father walked by, Boo plunged the scissor blades into Mr. Radley’s leg, took them out, and just kept cutting the newspaper like nothing had happened. From that point on, his parents kept him locked in the house. The whole town was convinced that he was something of a monster and came out at night peeking in peoples’ windows. It was even rumored that he wilted every flower he passed. Throughout the course of the book, Jem, Atticus’ son, finds little treasures in the hollow of the tree by their house: a watch, a ball of string, a spelling bee medal. When Jem is attacked by a drunken man one night, Boo Radley comes to his rescue and finally shows him self, and it is evident that he has been the one leaving the treasures in the tree in an effort to bond with Atticus’ children. Why are these innocent people being judged by society? Surprisingly, it’s the same reason that racism started: people whose lives were secure and comfortable started to become threatened by something different that might alter their lives and felt the need to remove the threat.

Evaluation of Advert :: essays research papers

Evaluation of Advert My advert uses a woman’s moisturiser and places it along side a man. This is challenging the representation of men because in a normal advert it would of featured a women because it it’s aimed at women.   Ã‚  Ã‚  Ã‚  Ã‚  I started by placing a blue and white gradient background. This is plain and minimalistic but at the same time adding some colour to the advert whereas plain white would have appeared bland. I used blue because it is a very cool colour and is linked with cold colours and ice. I am trying to put across that the product is cool and ‘Smooth’ so cool blues play an important part in the colour scheme. I then added a picture of the product. I placed this in the top right and is quite big. This is to get across the product so there is no confusion in what is being advertised. I surrounded this with a black stroke to make it stand out even more and seeing as the top of the background was nearly white, and having a white bottle the two were hard to tell apart.   Ã‚  Ã‚  Ã‚  Ã‚  I then placed the name of the product next to it in cool, stylish colours but at the same time they contrast the blue and white and stand out really well. I used and effect that is help created by the program I used that appears as the letters are 3d and are ‘gel’ like.   Ã‚  Ã‚  Ã‚  Ã‚  These were then complimented by a ‘And be’ which is the start of the slogan I chose to add. They are in big, Bold and black letters with a white outline to help it, again, stand out. This was placed in the centre of the advert so that they start to read the line and then it is followed through by the rest of the slogan.   Ã‚  Ã‚  Ã‚  Ã‚  The came the rest of the slogan which was ‘Smoooothe’ with too many O’s on purpose to stress the effect. These are in metallic green colours which are bold and vibrant. I stretched the first letter to kind of give the effect of the word zooming in at fast speed.   Ã‚  Ã‚  Ã‚  Ã‚  Then I added a male model in black and white in the bottom left, He has an open, revealing and seducing shirt to attract people.   Ã‚  Ã‚  Ã‚  Ã‚  I then added a bold blue and green border that uses the same gel like effect as the name of product.

Unit 5- Reflective Account

Unit 5- The principles underpinning the role of the practitioner working with children Introduction During my third placement, I worked at a nursery and children’s centre. I was based in a baby room with children aged 0-2 years old. Although I was based in the baby room I often helped out in the 2-3 room if it was busy and I was needed. In the baby room there were always three level 3 qualified early years’ practitioners. This was the same in the 2-3 room plus a support practitioner.All the children in the baby and 2-3 room had an individual learning plans; this helped the children achieve the best they could out of their time in the setting. All the planning in the setting was based on each individual child’s individual needs and was age appropriate. All the children also had key workers. The key workers carried out observations and were in charge of all the paper work involving the children in their group. Task 1- Give examples of situations in which you have w orked as part of the team P5. 1 Give examples of EACH situation in which you have worked as part of the teamAn example of a way I have worked as part of a team is helping out in the 2-3 room when the room was busy and the setting was short of staff. Another example of a way I worked as part of a team was by helping the practitioners obey parent’s wishes. An example of this was ensuring the babies didn’t sleep for longer than their parents had said. For example there were twins who were 11 months old who attended the setting 8am till 4pm and were only allowed to sleep for an hour while in the setting. I worked as part of a team to ensure the setting was safe for the children at all times.For example if the sand pit or the water tray was out, the setting made it my responsibility to sweep up any spilt sand or mop up and spilt water to prevent an accident. Another way I worked as part of a team in the setting was to ensure at meal times one of the children didn’t c onsume any of the foods he was allergic too. P5. 2 Describe how you carried out the instructions given to you in a responsible way I carried out instructions in a responsible way by helping out when I was needed in one of the other rooms.For example when it was quite in the baby room and the 2-3 room needed my help. I was asked by one of the practitioners to help her with the children’s lunches because she didn’t feel comfortable doing the lunches on her own. I carried out instructions in a responsible way by listening to the instructions given by the practitioner and did what was asked of me. Another way I carried out instructions given to me by the practitioners in the setting in a responsible way was learning each children’s care routine which was asked of me so I knew how long each child was allowed to sleep for.If I was told to put a child to sleep, once asleep I was told to record this information on the sleep chart. Because I put this child to sleep, I wa s then responsible to ensure this child didn’t go over their limit. For example, if a child could only sleep for an hour, once the hour was over I then woke up the child. I carried out instructions given to me in a responsible way by sweeping up spilt sand or mopping up any spilt water correctly when i was asked to by the practitioners. This was extremely important when maintaining any of the settings policies on health and safety.I carried out instructions given to me by the practitioners in the setting in a responsible way by sitting next to the child at snack or meal times ensuring the child did not eat any of the foods the child was allergic to. This was sometimes difficult because the child was allergic to many kinds of food. These included: tomatoes, cucumber, brown bread and apples. P5. 3 Describe how you provided feedback to team members about a task in which you have been involved When feeding or helping the children eat their lunch, I provided feedback to the practi tioners in the setting on how the child ate their lunch.For example, I provided feedback to the practitioners on what exactly the child ate, how much of the lunch the child ate, how long they took to eat it and whether or not the child fed themselves or needed help feeding themselves. I had learnt it was important for practitioners to build strong relationships with parents and I understood it was important I gave the correct feedback to the appropriate practitioners because the information was then forwarded to the child’s parents when they came to collect their child. P5. 4 Reflect on each situation and identify where you could make improvements and act on advice given to youReflecting back on each situation where I had worked as part of a team I would make some improvements on the way I acted on advice given to me. For example, when a child in the setting had slept for as long as they should, in future instead of waking them up and leaving them, I would stay with the child in till the child was properly awake. Ways I was told to do this was by sitting by the child and reading them a story, singing a song with them, distracting them with a toy or simply just talking to them in till the child got up to play.I would also make improvements when ensuring the room was safe for all the children, I would do this by in future instead of waiting for one on the practitioners to tell me sweep up spilt sand or mop up and spilt water I would do it as soon as I saw the hazards to prevent any accidents in the setting. Another improvement i would make in future would be if snack or meal times included any of the foods children were allergic to; I would make sure the foods were not accessible to the children.For example if the children were having vegetables for snack, the vegetables are usually left in the middle of the table and the children then choose which vegetables they won’t by picking them and putting them in their bowl. This was where I had to be care ful and watch the children carefully. In future I would not leave the tray in the middle of the table, id pick up the tray and go round the children asking what they wanted, this way would have made it allot easier to ensure the child didn’t eat and foods he was allergic to. Similar article: How Different Types of Transitions Can Affect Children

My Opinion About A.A.Milne’s “A Word for Autumn”

What can be more dreadful than autumn? Every year we say farewell to summer and always think of it as the end of the world, to tell the truth, me, too. Undoubtedly, there are people who are fascinated with autumn, they like it. Anyway, it’s a beautiful time of the year, very picturesque and bright, especially during September. Leaves are red, orange, yellow, golden brown and amber. The air is cool, crisp and the sky looks darker and more boundless in the evenings. But†¦it’s autumn and nothing can be done till the next June. It’s like a damnation and a punishment for relaxed and carefree summer we’ve just spent. A. A. Milne shares the other point of view in his essay â€Å"A Word for Autumn†. The narrator is kind of a relativist here. He is like Zen-Buddhist, the good and the bad are making the one, main law of life for him, they are indivisible and everlasting. â€Å"I had been thinking of the winter as a horrid wet, dreary time fit only for professional football. Now I can see other things-†¦Ã¢â‚¬  These other things are too the part of our mundane and routine life but they do decorate it and make cheerful: sitting near by fireplace, having long talks with your parents or beloved ones during long and cold autumn and winter evenings, reading books or just muse on some things: â€Å"Good work shall be done this winter. Life shall be lived well. † But I want to think a little about summer. Why do we like it so much and cherish it’s every day? Why does it so much influence our mood? Summer comes every year like an award for the long and cold winter that we’ve managed to withstand. It’s my way of seeing it, of course, you may not agree with me. We like the sun, it’s warm and bright rays that are meeting us every summer morning, we’re fond of sunsets that stay in our memory for long time. It’s great time of camping weekends, holidays on the sea-shore and long evening walks in the city parks. I like that trees and grass are so emerald green, I like azure blue sky and light clouds in it and the warm wind. These are things I like about summer. I see that people on the streets are more open and smile when summer comes. I think it’s in the air, this feeling of happiness, of youth and joyful moments. Everything makes a mix of complete and sunny summer bliss and that’s how it goes from year to year. That’s why, may be, it so important to keep this feeling and thought inside, and bring it throughout autumn and winter. We still don’t have such a skill. To be honest, me not. I try to cultivate this habit in me but every time it’s in vain and A. A. Milne on the contrary succeeded in it and I’m a little envious about him in this way. He is epicurean here, he takes the best of life while he can, he enjoys every moment of life. He sees it’s beauty in the fresh celery and â€Å"a wedge of cheese†, in vegetables and fruits, in the pipe he just smoked, in taverns and London inns. And here comes the thought that it’s a good life and it’s going to be this way no matter what happens. The narrator wanted to make us think about it and he did. He ensured me and here I agree with him that: â€Å"The end of the summer is not the end of the world. Here’s to October-and, waiter, some more celery. †

The exploration of the human nature, of the mind and of experience, forms the basis for the works of writers like John Donne or Jonathan Swift

The exploration of the human nature, of the mind and of experience, forms the basis for the works of writers like John Donne or Jonathan Swift. Swift fully utilizes the psychological realism as he tries to be as faithful to the nature of human mind as he conceives it to be, while Donne injects drama and passion into the lyrical form and enlivens the poem through the speaker's voice. Throughout his poems, John Donne considers his own character, expresses emotions, and searches for a place in a society as well as for salvation. The reader is involved in the drama between the speaker and the â€Å"blank† audience and the use of conceits and paradoxes aid in establishing the change and turmoil within the speaker or the poet. As John Carey writes in his essay, â€Å"this dramatic mode makes the poems intense, but temporary, like masks or costumes. † Thus, Donne can be theatrical, switch roles, expose thoughts and ultimately, â€Å"express divergent states of mind, to dramatize the potential for contraries within himself. (Carey, xxv) Similarly, Jonathan Swift in his work Gulliver's Travels, utilizes Gulliver's narrative voice as a means of characterizing his person but the notion that the protagonist is also an object of Swift's satire makes the reader aware of the perhaps unreliable nature of the narrator. Thus, in their works, both Donne and Swift trace the path of conciousness and the work of the mind and ultimately provide commentary on broad matters such as religion (Donne) or society and p olitics(Swift). John Donne's sonnet 5, reflects the mode of dramtic realism in its exposition of the speaker's thought process and change. The speaker confronts a strong fear of sin and punishment with a plea to be forgiven or â€Å"cleansed†, either by water or by fire. He recognizes himself as a microcosam but also perhaps fears that these â€Å"elements† or substances that we are built of and which are combined with spirituality or soul-â€Å"angelic sprite† will die and be condemned, as expressed in â€Å"both parts must die. † The speaker then calls for heavenly seas, â€Å"new seas† to drown him or at least to wash his world-himself, which if looked through Christian symbolism can indicate his desire to be cleansed or purged from â€Å"black sin†. Moreover, the structure of the poem also conveys the idea of psychological realism and of dramatic mode in that the change happens in line 10. Donne does follow the Petrarchan sonnet style in that the change occurs in last 6 lines but instead of it happening in the 9th line he chooses to place it in the next line. The phrase, that signifies the change, â€Å"But oh it must be burnt† represents a sharp change because the images of tears and water are replaced by fire imagery. The â€Å"flames†, â€Å"fiery zeal† and burning evoke a more dark state of mind and the final realization that the only way toward salvation is by Lord's â€Å"fire†. Thus, this disruption, both in imagery and the poem's structure, common to his style, reflects the thought in process as well as perhaps, Donne's rejection of the form and the accepted. Just as the speaker finds the washing and tears insufficient, Donne perhaps finds the Petrarchan sonnet form insufficient to express his flow of thoughts and emotions. As discussed in class, it is a poetic trick, â€Å"a peculiar combination of playfulness and artificiality in a passionate cry. † The poet thus, does more than just tell, he shows. Gulliver's Travels appears to be a ship doctor's account of his voyages into strange places, but it is actually a criticism of the human race. Book 4 reveals the bestial and brutal view of humanity through the depiction of Yahoos, the servants of a race of horses, called Houyhnhnms who are characterized with Reason. The psychological realism is conveyed primarily though the narrator and the protagonist, Gulliver. For the readers, he is the only source of information and as no contradictory observation are offered, at first it is difficult for the reader to choose a particular attitude. Although the ending and Gulliver's choice of lifestyle may appear ridiculous or on verge of insanity, it is still moving and effective. Gulliver, has undergone a transformation from a proud Englishmen to a man ashamed of the entire species to which he belongs. This shame that he finds is the shame that the reader can clearly see. The ridiculisy behind war, the concepts of greed and envy, the exposition of lawyers, it is all relatable. However the dramatic or psychological component exists in Gulliver's narrative that ultimately reveals the unreliability and irony of his character. As a traveled, adventurous man of experience one expects him to be open minded but in the end, by his stern refutation of all humanity, the reader can realize that he is far from a creature of reason, (that he perhaps believes himself to be) and instead he tends to judge and adapt through identification with a group, much like the majority of human beings. Perhaps, then such detail that Swift adds such as the room where Gulliver sleeps is actually halfway between the Yahoos and the Houyhnhnms, and this can then be seen as the position most of us find ourselves in, between pure reason and pure emotion or between stoicism and eupicurenism. Then the character like Captain Mendez also represents this balance and contradicts Gulliver's perhaps over bitter, generalization of humanity. This depiction also offers the reader an excuse to identify with the better more positive side of human nature. However, Swift continues to show the bitterness and contrast between the Yahoos and Houyhnhms. The filtiness of the Yahoos their diet is contrasted to the Houyhnhnm cleanliness and simple diet. Gulliver cannot live on the repetitive but healthy diet of the Houyhnhnms, and this is perhaps Swift's way of once again pointing at further human barbarism. But at the same time it can be argued that Houyhnhnms are also an â€Å"ironic device† and not an ideal. Their language is limited, they use and exploit Yahoos as servants and they cannot even mourn their dead. In addition, Gulliver's hate for the Yahoos should not be taken at face value(like much of his narrative) because the Yahoos, too, are exaggerations. Just as life of pure reason is inadequate so is the life of pure emotion. Moreover, in the last chapters, Gulliver's behaviour and acts such as buying the stallions and talking to them for hours in the language of Houyhnhnms, or making his wife seat at the far end of the table, are illogical and bizarre. Thus, all the experience he has gone through and the possible understanding, can not be taken very seriously because the narrator who tells us the story lacks critical judgement in a sense that he fails to see his own inconsistencies and flows. This is what makes the novel a satirical one, because as discussed in class, Swift has created a gap between the story itself and the voice telling the story. It is in the place of this gap that the reader enters and needs to make an evaluation. Despite his desire for privacy and the guarding of his poems, Donne appears concerned to involve the reader into the probing and surprising thought process that also perhaps reflects the uncertainty, passion and discovery of the Renaissance period. Thus, both Swift's use of narrative voice and Donne's dramatic mode have the effect of engaging the reader into the work and provoking his judgement. It is through this collaboration that the meaning is generated.

The Gay Lives of Frederick the Great and William Iii

The Gay Lives of Frederick the Great and William III Frederick the Great of Prussia and William III of the Dutch Republic were two well known great leaders of Europe. They lived decades apart, William from 1650 to 1702, and Frederick from 1712 to 1786, yet had uncannily similar lives, in many aspects. These leaders, because of a somewhat controversial past, have lost many important clues about what their lives were really like. Nonetheless, it is known for sure that both were knowledgeable, great military leaders, champions of justice, and very likely homosexual. One of the few dissimilarities between Frederick and William was the religion they were raised on, which of course was to influence the rest of their lives, particularly in philosophy. At a young age, William was sent to a Calvinist school which emphasized the Calvinist values like modesty and theory like predestination. Although his views were far from conservative, he did tend to dress more simply, and kept a very cool and reserved appearance. William also was born a week after his father's death, leaving him without a strong figure to emulate. If this had any effect on William, it was not apparent, for he firmly believed that he was destined for great things, and his diplomacy became one of his strongest skills. All of William's security in his childhood did not exist for Frederick. Frederick endured a horrible abusive childhood with his tyrannical father. Frederick was very well educated and a lover of all things French- art, philosophy and literature. He was a true dandy- he dressed ostentatiously, and did very fashionable things. He also had a very close male friend- Hans Hermann Von Katte who was about 8 years older. They ran away together, but what exactly their relationship was is unclear. Frederick was careful to destroy any evidence so as to escape his father's wrath. But it didn't work, Frederick's father had the two arrested, and very cruelly had Von Katte beheaded in front of Frederick's eyes. Frederick was bed-ridden and hallucinatory for days. William II also had a close friend, who fortunately did not suffer the same fate. Willem Bentick and William became inseperable at 14. They were so close that when William contracted smallpox, Willem shared his bed, as it was thought that another person with the sick person could draw away some of the disease. Willem and William remained very close, but preceding William's ascension to the throne, it was decided that he would need to be married. He married Mary Stuart, his cousin and daughter of the Duke of York, and very much disliked her. They were polar opposites: Mary wanted affection and was very emotional, while William had his stoic Calvinist mindset. It was sort of the reverse for Frederick: he had a very simple bride, Elizabeth Christine Brunswick, while he was more outgoing, sociable individual. Though the marriage was chosen by Frederick's father, the prince was obedient and understood the importance of the appearance of a strong union. In fact, Frederick had a younger, more openly gay brother who he â€Å"[forced]†¦ to marry ,'to save appearances'† (Dynes 429). Although their marriages were not ideal for either, both William and Frederick stayed with their wives until the end. Frederick coped by buying a palace for his wife; William actually grew to respect his wife and rely on her diplomatic charm. In fact, following her death in 1694 and later his in 1702, William â€Å"was found to be wearing Mary's wedding ring and a lock of her hair close to his heart† (William III). While both kings had decent marriages, Frederick and William were also known for their love of men. William's relationships were less well known, although it was common knowledge that William was interested in men. â€Å"There was a rumour that William was unfaithful to Mary. Her meddling English servants warned her that she would catch him emerging from the bedroom of one of her ladies, Elizabeth Villiers, in the early hours of the morning. There was a scene, with William trying to assure Mary that it was not how it looked†¦ Certainly William was no womaniser and, if anything, his sexual inclinations might have veered more towards young men† (William III) Frederick had many well known lovers. It is said that his father arranged his marriage with Christine to prove Frederick's heterosexuality in addition to producing an heir. Frederick, as a military leader, also was known to have relationships with his friends from the battlefield. Though, to his credit, he never allowed any relationships to interfere with his work or compromise his integrity. Perhaps Frederick's best known and interesting affair was with the famous French poet Voltaire. Frederick's love for French culture encouraged him to reach out to Voltaire, and in 1736 the 24 year old prince sent a letter to the 22 year old, already quite famous philosopher. Thus began their friendship, and they kept a close friendship, or possibly more throughout their lives. Still, there was a conflict of interest between them. Preceding Frederick's coronation, Voltaire â€Å"Never tired of comparing Frederick to Apollo, Alcibiades and the youthful Marcus Aurelius† (Strachey 170). But Voltaire wanted to see a peaceful, united Europe, and once Frederick took the throne of Prussia he seemed only interested in war. Frederick tried to keep Voltaire around, even offering him positions in the court as he still very much valued Voltaire's opinions. Voltaire and Frederick still exchanged writings, Frederick's work still often implying his sexual preferences. It became a problem when Frederick was on his deathbed, and he had Voltaire arrested for possessing his work. Voltaire was freed not to long after and went on to anonymously publish a book about Frederick, The Private Life of the King of Prussia, which was essentially an expose on Frederick's homosexuality. But by the time of Frederick's death, the two men were on very good terms, so much so that Voltaire was the first to coin him as â€Å"Frederick the Great†. William did not have a vengeful lover to put evidence of his same-sex love in the open. He was too diplomatic and calculating to allow for such things to happen. Although his tact left little evidence of his love life, it does tell a great deal about his philosophy about civil rights. Both William and Frederick were champions of civil rights. Furthermore, it would not be ridiculous to think that their homosexuality played a large part in shaping their views, expecially during a time when sodomites were being viciously punished. William was outright stubborn about defending the liberties of his people, which actually earned him the English crown in 1689. While in power, William championed religious freedom and people's rights. He created the Bill of Rights, which was one of the most important documents in English history, perhaps even the world. It forbid unfair taxation, it did not allow the government to infringe upon protest and it demanded a trial with fair, humane punishment for criminals. This document was the predecessor for other rights documents, including that of the United States. Likewise, in Prussia Frederick promoted religious tolerance, reduced harsh penalties and sentences, and even pardoned prisoners that held beliefs that he disagreed with. He encouraged the work of artists, musicians, scientists and philosophers to make Prussia a wholly great nation. Finally, and most well known are the two's military accomplishments. William led the Netherlands in a small united force against the French, and though it ultimately was defeated, it heavily drained French resources while keeping the Netherlands in tact. William also drove out James II of England which, as aforementioned, resulted in him obtaining the English Crown. William loved being on the battlefield, in fact â€Å"Too often he got stuck into the fighting when he should have been in the rear making decisions for the battlefield as a whole† (William III). He kept many of his war companions as his closest confidantes, often drawing criticism for making rulings on their advice and discussions. Whereas William had been more eye-level with his soldiers, Frederick ran his military with an iron rod. The frivolous, fun-loving man who passed so many laws concerning people's safety and rights tolerated nothing in his military. Disobedience and disloyalty meant painful and brutal physical repercussions. But he was able to defeat France and Russia in the Seven Years War, making Prussia a superpower and tripling its armed forces. And like William. Frederick risked his life on the front line, and too often came close to being killed. William III and Frederick II were two men, who, despite their very different upbringings, coincidentally ruled in two very similar styles. Frederick would have known of William III, in fact he had been very inspired by the Bill of Rights William created, but with very little contact they still led uncannily similar lives. It could be attributed to their similar lifestyles: two men that were devoted to their country and their duties, but also had their secrets to hide. Their homosexuality did probably contribute to their similitude, but it was their wit and strong-mindedness that led them both to unconventional and unexpectedly strong leadership. Works Cited Crompton, Louis. â€Å"Frederick the Great. Homosexuality & Civilization. Cambridge, MA: Belknap of Harvard UP, 2003. 505-12. Print. Dynes, Wayne R. , Warren Johansson, William A. Percy, and Stephen Donaldson. â€Å"Frederick II (The Great) of Prussia (1712-1786). † Encyclopedia of Homosexuality. New York: Garland Pub. , 1990. 428-29. Print. Strachey, Lytton. â€Å"Voltaire and Frederick the Great. † Books and Characters, French & English,. New York: H arcourt, Brace and, 1922. 167-99. Print. Waller, Maureen, David Onnekink, and Jason McElligot. â€Å"William III. † BBC – Homepage. BBC. Web. 15 Dec. 2011. .