Healthcare Ethics Essay

To start with, the problems that arise in delivery of a baby where there be many problems encountered with the mother being a high lay on the line case with any existing severe medical checkup conditions posing pregnancy a high risk one or instances where the infant is being diagnosed to shed a very fatal condition and its survival is not possible, in which ethically it is best to abort the baby, but the mother wants to hit the books the risk which is then unethical.In much(prenominal) cases the tolerant should be counseled and made aw ar of the possible problems that has to be faced in the future. With the new reproductive technologies being brought in, there ar a number of people opting for these technologies even though in some cases where it is known that it would not be a successful one. Ethically, undue usage of medical resources knowing the fact that the outcome is not going to give any positive result is against the ethical rules, because resources are to be used at a very limited pace, holding in understanding their availability.So the usage of resources are correlated with the issues where the risks are being taken which are unethical. It holds good in medical research where there are many times when the resources are unnecessarily wasted every now and then until they derive at what was mean to be derived without keeping in mind the harm caused, but just thinking about the beneficial outcome. The physician or a practicing health electric charge official have many responsibilities and ethical means to be followed in his/her daily practice or cautioner.Maintaining the confidentiality of the patient, where the patient would not want anybody other than the relate has to be maintained respecting the thoughts and trust of the patient. Similarly, the physician has to tell the truth regarding the illness and its course if it is going to show a positive outcome or not, kinda of keeping the patient in darkness and hope. Depending on the verdict of the physician it will enable the patient to make decisions as in to continue the interposition or stop the intercession or change to some other sort of treatment. This will help the physician and the managing staff to take decisions as well. autonomy of a person or patient in ethical issue is very important and the one that has to be considered firstly. It solely lies in the patient to take decision or do what the patient wants. Autonomy plays a different role when it comes to children and infants where the parents play a vital role in giving or making a decision regarding the child.When it comes to the mentally ill its the related family members who take the decision. It lies in the consent of the families for the consent of the families for the treatment or withdrawal of treatment keeping in mind the best interests and well being of the children and the mentally ill. Geriatric age group forms a significant percentage of population and they need limited care . Providing care to them when they are ill or long term care centre should be done ethically keeping in mind that they are people who need special attention.Ethical issues raised by development in modern medicine are many where there are conflicting views, thoughts and opinions about various issues. Among these issues are the euthanasia and physician assisted suicide which has raised a number of questions if it is ethical or unethical. Most countries are against such practice but few countries have made it legal. I would definitely consider the issues taught and discussed in the category if I face a stain like this in my practice. I am sure I would able to think better in an ethical manner in such situations aft(prenominal) attending this class.Withdrawing treatment is another questionable issue, where in ethically it is approved because in a situation where the patient is in a permanent vegetational state or coma and no treatment is going to improve the condition of the patient it is better to withdraw treatment rather than prolong the treatment without any improvement is just not done, because by doing so the patient and his family are spending a huge amount of money on such care. End of life decision making is very crucial where ethically it depends on the patient in a state of competency, if not on the patients family.Ethically, by no means can the patients family make decisions when the patient is competent. The physician also plays a huge role in such a situation as he has to guide the patient and his family to do what is best in the interest of the patient. The health care ethics class has brought into light many ethical formulations that I need to know and practice as a physician. It helped me get better knowledge in topics like care of the elderly, care of the infants, mentally ill, how to manage the resources, about genetic testing, euthanasia and autonomy.

Character and Fate Essay

In the book The Mayor of Casterbridge written by Thomas courageous, the feature Michael Henchard experiences a dramatic forward motion to grace and even more dramatic fall from it. He tries to demonstrate how fateful coincidences, character, and temperament act together in life to determine the exit of a persons life.Fate plays a very important part in The Mayor of Casterbridge. Thomas Hardy uses the p survey of the novel relies on number of coincidences. The key initial event in the novel is the arrival of Newson at the furmity tent as Henchard sells his wife. Farfrae who might possibly have passed by without lemniscus arrives in Casterbridge, just as Henchard is being criticized for the quality of his corn. Henchard brings his fate upon himself for after much persuasion he convinces Farfrae to stay and employs him which is an ironic twist of fate as one day it will be Farfrae who employs Henchard. Henchard, as a magistrate, is in the court on the day when the furmity woman is on trial. This event like so many others is a fateful coincidence that changes Henchards life forever. The cruel timings of fate occur many times throughout the novel, right up to the completion chapter when Elizabeth-Jane goes to see Henchard half an hour after he has died.Even the weather seems to be fatefully against Henchard. Henchards plans for the holiday are ruined by rain. Henchard suspicious of Farfrae decides to ruin him financially. Henchard is not thinking clearly based on weather prophets predictions for rain and encouraged by Jopp, he buys all the granulate in Casterbridge. Unfortunately for him, the weather improves and the grain prices fall. As a result, Henchard is ruined by fate and his own foolishness. The weather in contrast aids Farfrae who makes lot of money where Hardy mentions Meanwhile Donald Farfrae prospered..a large heap of gold, where a little one had been. Here, Hardy tries to demonstrate the fate and character both acts together against Henchard whi ch results his descent.However, Hardy excessively tries to emphasize that it is not just fate that causeshis downfall. Its also because of his character and temperament which lead to his downfall. From the first chapter Henchards rashness and impulsive character is visible throughout the whole book. He behaves impulsively when he sells his wife, when he dismisses Jopp and misbehave Abel Whittle. Hardy portrays him as a victim of impulsivity.He is man who is control by feelings, not thought and he acts on emotions. Hardy also characterize Henchard as a person who possesses very bad judgment and has a tendency to make the wrong decision, for example believing in Farfrae or selling his wife. The decisions he makes are normally spontaneous and irresponsible.Hardy also characterizes Henchard as a short-tempered person which is one of his character responsible for his own downfall. This temper causes him to overreact and lose control. Hardy writes cried Henchard in a savage speck. Thi s temper initiate Jopp into seeking revenge against Henchard. Henchard describes his trade with Farfrae as a tussle of fair buying and selling. When he loses his temper because Farfraes business is succeeding, whereas Henchards is declining, Henchard then says, well grind him into the ground starve him out snuff him out.Henchard is also very determined and proud man. It is because of this that he refuses to take a path in Farfraes house or to claim back his furniture. In many ways he is almost too proud which makes his own downfall seem much worse to him.Clearly, these characteristics contributed to his downfall. When things are going wrong for Henchard he does not act, he accepts the situations silently, at that time Hardy writes I am to start out I perceive. Even if he had a good character, his ill luck could led to his destruction. If he had a different character, fate might tranquillize worked against him. Hardy tries to say that what happens has to happen because of fate a nd no one can stop that. He writes Susan, Farfrae, Lucetta, Elizabethall had gone from him, one after one, either by his fault or by his misfortune.Although, through out the novel, Thomas Hardy demonstrates the life of man who is suffered by his ill fate and character, he also portrays the life ofself-made man who rose from hay trusser to mayor. Despite his many faults, he must does have some estimable qualities. Henchard stay away from inebriant for twenty-one years as a form of self-punishment. When he became bankrupt, he face his creditors instead of ran away from them.Here one of his creditor remarks I have neer met a debtor who behaved more fairly. When Henchards life crashes around him he accepts the situation and returns to being a simple hay-trusser. This is a very admirable attitude. Examples throughout the book also show Henchard to be gentle, courageous, hardworking, kind and fair but in many cases a very unlucky man.Finally, it is a charming distinction between fate and character and they are very often intertwined. Fate and character coexist in the novel. They are dependent on each(prenominal) other. It is a combination of character and destiny that cause Henchards downfall. After twenty-one years Henchard walks back along the same path he traveled many years before. Still alone and with nothing to show for all his pain and suffering. He makes mistakes but experiences great suffering as a result. He dies a lonely isolated man, a warning to us all, of defect in character and ill-fate.

Modernization Shakespeare

There have been, throughout time, countless new versions of William? s Shakespeare Romeo and Juliet Nevertheless, Baz Lurhmann directed a very modern version of this famous play, successor daggers by guns and horses by cars, and tear down more. The main reason and advantage of the modernization of certain scenes is to lead to a clearer meaning and a better understanding of the story. First, the theater director showd the situation or the feelings of the characters by using modern means such as fireworks for an intense troupe or guns or fire for hate.This is even more clearly shown in the elevator scene, where Romeo and Juliet go hide to kiss, the elevator symbolizing the fact that they want to be away from the others and forget about the world. Also, the costumes during the party give us a clearer idea of the characters? personalities and roles Juliet, as an angel, is represented as innocent, virgin and pure Romeo as a masked knight is hiding from the Capulets and is Juliet? s savior Tybalt, disguised as a devil, is evil and full of anger, and finally, the prince is represented as a policeman throughout the whole movie, in order to emphasize his authority.Another modern way to express more clearly the character? s feelings, apart from Shakespeare? s dialogs, are the strainings, which set rapidly the atmosphere of the scenes, because of its music, and its explicit lyrics. For example, the song Kissing you sets a romantic atmosphere. On the other side, some of the modernization takes away from the play, and I think Baz Lurhmann used to much vulgarism in his movie, which open fire make it look sometimes ridiculous and exaggerated, and made the spectator feel a little disappointed.For example, the presence of drugs, and shocking costumes or dances, such as Mercutio? disguise and performance during the party, was not necessary for the understanding of the story. Also, Friar Laurence doesn? t seem as wise or pious as in the play when he is sleeping in the mid dle of his plants, with a flowery shirt. Finally, the fact that Juliet shot herself in the head at the ending scene seems like a more violent, bloody and hard way to die than by the dagger in the play, which is a more romantic way to die. As a conclusion, the modernization of William? s Shakespeare play brings a lot to the story, but also takes away some of its original romanticism, which is replaced by vulgarity.

Multiple Intelligence Theory and Its Application to Education

The discourse environ multiple intelligence theory (MI) and its integration into education has been that of much debate. scripted as an opposition to IQ testing, MI was origin exclusivelyy developed as an alternate account of cognitive function, initially identifying vii distinct intelligences (verbal-linguistic, logical-mathematical, bodily-kinesthetic, spatial, interpersonal, intrapersonal and musical), and later acquiring two more(prenominal) (naturalist and existential).Applied to an educational context, the main aim of MI theory is to demonstrate the insufficiencies of IQ measurements and traditional testing methods as evaluations of savant intelligence and the grounds for planning programs and curricula suitable for all educatees (Moran, Kornhaber, & Gardner, 2007). MI theory is attractive to m whatever because it offers a more pluralistic cognitive universe (Gardner, 1995b, p. 16).However, vigorous debate challenges MI theory, whilst the lack of clear cultivation for it s integration into pedagogy has led to misconceptions and unfaithful application of its unwrap elements. Some of the arguments pertaining to the integration of MI in schools, and in art and design classrooms in particular, go be explored below, firstly examining critiques of the theory itself. The first debate considers the empirical aspects of MI. In Frames of Mind (1983), Gardner presents his investigation of numerous empirical studies, from which he identified the initial seven intelligences.Thus, it post be said that MI theory is formed solely on empirical evidence. Since there cornerstone be no permanence to any empirically based theory, MI can be modified in accordance to new studies, openly allowing for discussion and constant reconceptualisation (Gardner, 1995a). Whilst Kevin Williams (2000) highlights the intuitively appealing reputationof MI theory, Robert J. Sternberg identifies the need for a basis for testing and comparing these attractive empirical theories (1984 , p. 700). Klein (1998, p. 06) points out that Gardner, whilst expanding the claims of MI theory, provides no evidence for them, but further demonstrates the virtually untestable spirit of MI theory that continued to exist over a decade after Sternbergs critique.This stiffs that whilst it gruelling to prove that MI is wrong, it is equally difficult to prove that it is correct, which questions the validity of the theory in educational contexts. Secondly, MI theory has been accused of confusing intelligence with ground and discipline. Gardner (1995a, p. 02) explains that on the contrary, an intelligence is a biologic and psychological potential capable of being realized as a consequence of the experiential, cultural, and motivational factors that affect a person. This definition is dissimilar to that of domain, which is a cultural concept, relating to culturally organized activities, in which individuals are involved. In the art and design context, sculpture, painting and wood work would be examples of domains, which, according to MI, can be accomplished with the utilization if intelligences such as spatial, bodily-kinesthetic and logical mathematical.In saying that, Gardiner argues that intelligences can operate in many diverse domains(Gardner, 1995a Gardner, 1998). Logical mathematical intelligence must be applied in planning and constructing a table, for instance, to attain correct measurements and angles. Perry D. Klein accuses MI of linguistic redundancy on the basis that from each one intelligence is defined as an ability in a corresponding set of domains, and an ability in each domain is explained with reference to the intelligence (Klein, 1997, p. 103).Gardner (1998) believes that Klein has confused these concepts, as each domain involves several intelligences, not just one by which it is defined. For example, a student who possesses high spatial intelligence capacity not necessarily produce an trenchant poster design without also incorporatin g a degree of bodily-kinesthetic intelligence, cultural support, practice and good instruction. Gardner strongly disagrees with a third critique that MI theory so broadens the notion of intelligence that it includes all psychological constructs and thus vitiates the usefulness, as well as the usual connotation, of the term, (Gardner, 1995a, p. 03). His argument stems from allegations that the traditional definition of intelligence provides a foreshorten and incomplete observation of its nature, touching on only psychometric capacity and disregarding other cognitive aspects. MI deals only with matters of the intellect and Gardner believes that a more useful comprehension of cognition can be gained by considering multiple semi-independent intelligences than what is offered by the hypothesis of a single bell curve model of intelligence. Conversely, any(prenominal) critics show concern that MI regiments the variety of human intelligences due to the restriction of categories.The format ion of categories and intelligences they include is, in the opinion of John White, based on Gardners own value preferences (White in Williams, 2000, P. 107). Williams (2000), however, asserts that White may have misjudged the way in which MI can allow for the diverse combinations of intelligences in the classroom. MI encourages that key concepts or disciplines be approached in a multiple ways to enhance a students experience of ideas and implications in a way that is familiar to them.In art and design, topics can be taught using a range of approaches, from narration of an artists or designers experience (interpersonal), class discussion (verbal-linguistic) and individual reflection (interpersonal and intrapersonal) to practical experimentation or stimulation (logical-mathematical, spatial and bodily-kinesthetic). By approaching content from different perspectives, teachers can increase their access to the intelligences of more students and allow students to see that they are capabl e of representing content and their acquaintance in different ways (Gardner, 1995a)A fourth concern takes the form of what Gardner (1995a, p. 203) deems a myth MI theory is incompatible with g (general intelligence), with hereditarian accounts, or with environmental accounts of the nature and causes of intelligence. His response is that MI theory is primarily concerned with exploring the intelligences and intellectual procedures that g does not take into account. MI examines the scope of g, not its actual existence. Similarly, MI theory focuses on exploring the interaction between genetic and environmental elements, impartial on the issue of whether particular intelligences are heritable.MIs exploration of the unique intelligences of individuals allows them to run into that they have potential to be intelligent in multiple ways and are no longer restricted to the smart or dumb categories that are often ascribed to g (Moran, Kornhaber, & Gardner, 2007). Considering the above argum ents, MI practice should not be considered in separation of MI theory and teachers should be aware of the discourse surrounding MI theory in order to make a more educated integration of its principles into their classrooms.The almost immediate attempt to integrate MI theory into educational contexts has generated positive results in its development. However, Burke (2007) also notes that many teachers have acquired information about MI that is in contradiction to what the theory actually suggests. Written in the context of psychology, Frames of Mind relates only six paragraphs to MI practice in education (Burke, 2007). Gardner denies that MI attempts to instruct pedagogy and sees it as the educators role to decide how MI will best serve students (Gardner, 1995a).Considering MI theory is not the result of standardized tests, any testing that claims to be MI based, should use an intelligent-fair method, as opposed to linguistic or logical methods of pen and paper testing, so that each individual intelligence is directly examined. For instance, if a student is to be assessed in aspects of spatial intelligence, it should be done based on their practical interaction with and application of visual arrangements and materials, rather than written appraisal.Gardner points out that the assessment of MIs is not always a main concern in education, but if it is appropriate for testing to occur, it should exist within an environment where the student feels comfortable and is provided with familiar materials (Gardner, 1995a). Misguided notions of MI have led to the concern that teachers need to plan eight or nine different entry points or approaches for each lesson (Moran, Kornhaber, & Gardner, 2007, p. 26).Burke (2007) reports that in art classes where teachers attempted to teach to every intelligence, students began to complain about far-fetched lessons. It is not always feasible, nor appropriate to attempt to conduct lessons in this way, and Gardner (1995a) agrees that to do so would be a waste of time and effort. Klein points out that the complication of growing class sizes combined with the supposed existence of eight intelligences and their various levels of operation, would result in an explosion in the workload of the teachers who would have to plan and deliver these programs (1997, p. 38). Whilst the identification of strong areas of intelligence in individuals can be beneficial, Klein (1997) predicts that this could also mean that students will avoid areas where their intelligence is deemed weak. Within an art program, for example, a student with strong verbal linguistic intelligence and weak spatial intelligence might focus their efforts more heavily in developing a written report on an artist case study and avoid tasks that require them to constrain or interpret compositions or work with 3D modeling.Furthermore, if a student ascribes their strong logical-mathematical intelligence to an ability such as the careful planning of measurements f or a project, and the calculations prove to be more difficult then they expected, Klein suggests that they often quit as they interpret failure as a lack of this ability (1997, p. 389). MI has also been applied to classrooms in trivial ways. This includes the practices that exercise aspects of particular intelligence without cultivating the mind (Gardner, 1995a).An example of this would be to have students thrash their limbs about to make haphazard marks on a surface without informing them of what energized mark-making is about and how it is relevant to art. In order to strive deep learning, applications of MI should be student-focused, considering the intellectual attributes of each individual in order to plan educational programs that are relevant, appropriate, fair and engaging (Gardner, 1995b). Understanding the dynamics of intelligences within a classroom can assist teachers in their provision of rich learning experiences.This means understanding which intelligences, both on an individual and class level, will create interference, compensation or sweetening (Moran, Kornhaber, & Gardner, 2007). Having students work collaboratively on projects can allow for intelligences to operate across students to build shared strengths (Moran, Kornhaber, & Gardner, 2007, p. 28). In concluding, Gardner (1998) maintains the position that MI theory can provide a rich, flexible and useful set of tools and ideas for teaching that allow educators to meet the needs of increasingly diverse classrooms by utilizing knowledge of and tapping into the specific intelligences and ubskills of individual students. MI can be useful in explaining the behavior of individuals and identifying obstacles in their learning with the aim of making teaching and learning relevant for more students in order to achieve deeper learning. However, to avoid misconception and subsequent misapplication of MI theory, educators must be aware of the debate that surrounds it and its progress as a continual ly developing empirical theory.

Black People Essay

Tar Baby Toni Morrisons refreshed great power for some be a novel of pagan awakening. One also might at their first reading and perhaps also by reading the different studies made on Tar Baby, consistricted to an interpretation that sees Jadine, Morrisons protagonist, as adult female who has, consciously or unconsciously, lost her ancient properties (305) and internalized the values of a dust coat finis. Jadine has totally disconnected herself from her racial identity and cultural heritage.This reading is supported by the fact that Jadine has got her education in Europe with the financial assistance of Valerian Street (her aunts and uncles employer). Paraphrasing Marylyn sanders Mobley the characterization of the protagonist, Jadine, draws attention to a fundamental paradox as one(a) that Morrison losss to affirm the self-reliance and freedom of a discolor cleaning lady who makes choices for her own life on her own terms.She also seeks to point egress the dangers that ca n pass away to the totally self-reliant if there is no historical connection. While the conflict in Tar Baby is undoubtedly between acculturation and cultural nationalism represented by the sealskin coat Ryk has given her and the pie table (Rayson, 94), the limiting categories which Jadine is continually forced into do not come from the black-and-blue characters but primarily from the black community in which she finds herself because she (Jadine) has embraced white stereotypes along with white culture.While Valerian is portrayed as the traditional master-figure in the novel, it is actually Son, Sydney and Ondine, and the family past represented by the different women in different fixs that try to conquer and dominate Jadine, who retain and represent their culture in the very colourize of their skin.On the other hand, one could argue that it is as a result of Jadines university education in Europe and her career that further draws her away from her culture and identity and th erefore (paraphrasing Mobley in Toni Morrison critical perspectives past and present) contributes significantly to the emotional and spiritual uncertainty that plague her as well as the many different roles that are imposed upon her by her aunt and uncle as well as the society that caused her to seek upward social mobility. Sydney and Ondine, Jadines uncle and aunt in the novel can be seen as representative of one of the pitch shot pits for Jadine.They do not accept all black citizenry equal in the community in which they live because they employ racial hierarchies. Ondine sees herself as the scarce woman in the house (209), while Sydney notes more than twice that he is a Philadelphia Negro, the proudest people in the race (61). They seem to read a clear vision of what they want for Jadine their niece. As the story progresses, though, it fetchs clearer that it is not actually a question of what they want for Jadine but what they want of her or expect her to do.In addition to th em wanting Jadine to provide them safety and credit for their race, Ondine admits by the end of the novel, maybe I more over wanted her to feel sorry for us and thats a lowdown wish if I ever had one (282). Jadine understands that Sydney and Ondine had gotten Valerian to pay her tuition while they sent her the rest (49) and Ondine keeps reminding that she would impart stood on her feet all day all night to put Jadine through that school (193). Ondine sees Jadine as her crown (282), and she and Sydney are continually boasting (49) intimately Jadines success to the point that Margaret calls Ondine Mother Superior (84).In return, they seem to want Jadine to offer them safety for the rest of their lives as Ondine claims that Nothing can happen to us as long as shes here (102). They are not comfortable with the idea of Jadine marrying Ryk, who is white but European which was not as bad as white and American (48), but they are terrified of her running off with a no-count Negro (193) like Son. Although their views on racial hierarchies seem to alter from time to time, on the outside they seem to want what is best for Jadine.Jadine refute Ondines views of black womanhood when she tells her some of the things that are expect of her from society Jadine tells Ondine that I dont want to learn how to be the kind of woman youre talking about because I dont want to be that kind of woman (282). This, according to Rayson (1998), might be interpreted as Jadines rejecting the roles of cause, daughter, and woman to stay the tar baby (Rayson, 95), further it marks her becoming aware of what kind of woman she is by the end of the novel.Jadines inclination toward upward social mobility leads to her separation from the Afro-American roots and the tar pure tone that Morrison advocates. This kind of flaw in Jadine effectively disqualifies her as a black woman capable of nurturing a family and by large the community. Jadines intelligence of an ancestral relationship from which she is estranged occurs when she sees an African woman in a Parisian bakery. When she is celebrating her success as model evidenced in her appearance on the cover of Elle, Jadine becomes nervous or perhaps uncomfortable by the African woman in yellow attire.She triggers an identity crisis in Jadine at the moment when she should have felt more secure with her professional achievement assured by beauty and education. In his African woman, Jadine catches a glimpse of beauty, a womanliness, an innate elegance, a nurturer, an authenticity that she had never known before ? That womans woman that mother/sister/she/ that unphotographable beauty? (p. 43). By calling the African woman ? that mother/sister/she,? J. Deswal (online source Tar Baby- Shodhganga) claims that Morrison presents a threefold definition of womanhood which can thrive within the confines of family and community only.The three eggs she balances effortlessly in her ? tar-black fingers? (p. 44) appear to Jadine as if the wo man were boasting of her own easy acceptance of womanhood. Wendy Harding and Jacky Martin in A World of Difference An Inter-cultural Study of Toni Morrison excuse the importance of the African womans presence as such Whereas Jadine has just been rewarded for her conformity to Western ideals of feminity, the African woman suggests a more properly version of black womanhood. Like some fertility goddess, she holds in her hand the secret of life.She is the mother of the world in whose black hands whiteness appears as something as easily crushed as cared for (71). When Jadine measures herself by the idea of black womanhood that she sees in the African woman the insecurities of her rootless condition surface in her mind. The women in yellow makes Jadine confront her female role and her sexuality. Jadine sees ? something in her eye so powerful? (p. 42) that she follows the woman out of the store.The writers also claim that As a symbol of repudiation of Jadines westernized lifestyle, the A frican woman ?looks right at Jadine? (p. 43) and spits on the pavement. Jadine hates the woman for her spitting, but what she cannot do is escape heart ? lonely in a way lonely and inauthentic? as she tells the readers on page 45. When the sense of self is based on the denial of ones ethnic roots, one is certain to experience mental chaos and alienation. So, the womans insult to Jadine had the powerful effect of challenging Jadines choices her white boyfriend, her girlfriends in New York, her parties, her picture on the cover of Elle and the way she lived her life.One can say that it is as a result of the African woman that Jadine desided to gabble her aunt and uncle on the island. Jadine is confused and even questions her plans to marry Ryk, her white boyfriend I wonder if the psyche he wants to marry is me or a black girl? And if it isnt me he wants, but any black girl who looks like me, talks and acts like me, what will happen when he finds out that I hate ear hoops, that I do nt have to straighten my hair, that Mingus puts me to sleep, that sometimes I want to get out of my skin and be only the person inside not American not black just me?(p. 45) It is through Son, however, that Morrison offers Jadine the ultimate opportunity to redeem herself to her heritage, adapt it and revive her womanhood. Son picks up from where the African woman left off in a sense by making Jadine confront her inauthenticity. Jadine and Son enjoys their stay in New York because it is the step to the fore where Jadine feels at ease. She feels loved and safe ? He unorphaned her completely and gave her a brand-new childhood? (p. 231). In turn, Son is encouraged by her need and by his patent ability to re posit Jadine culturally and emotionally.Son insists that he and Jadine goes to Eloe his hometown where Jadine will see how Son is rooted in family and cultural heritage. He attempts to rescue Jadine from her ignorance and disdain for her cultural heritage, trying in a sense to mould Jadine into the image of his black female ancestors. Son assumes that a relationship with Jadine will mean that they will have children together. He presses claims for family and community ? He smiled at the vigour of his own heartbeat at the thought of her having his baby? (p. 220). Thus, he wants Jadine to love the nurturing aspects of home and fraternity.He is feed on dreams of his community women. The dreams of ? yellow houses with white doors? and ? fat black ladies in white dresses minding the pie table? (p. 119) are nourishment to Son. Sandra Pouchet Paquet (The ancestors as foundation in their eyes were watching god and tar baby) observes ? In Sons dreams of Eloe, the African-American male ego is restored in a community of black man at the center of a black community. But however appreciative Son is of the beauty, the strength, and the toughness of black women his vision is of male dominance of the black women as handmaid?(511). The image feminity that Son cherishes of the black woman taking passive role as a nurturer of the hearth is flagrantly opposite to Jadines perception of the advanced(a) black woman. This terrifies Jadine and narrows the possibility of their forming a family. The modern, educated black woman seems to snivel at the aspects of traditional female- specific role as the nurturer of hearth and home. Decadent white values and life style thwart the black womans vital roles of building families and raising children.The modern black woman cannot be a complete human being, for she allows her education to keep her career separate from her nurturing role. The black woman is increasingly becoming able to define her own status and to be economically independent. She tries to seek equality in her relationship with men. Robert Staples gives an in big money into the faltering dynamics of modern couples ? What was once a viable institution because women were a implemental group has lost its value for some people in these days of womens liberation.The stability of marriage was contingent on the woman accepting her channelize in the home and not creating dissension by challenging the males prerogatives? (125). The black womans intrinsic quality of ? accepting her place in the home? is Morrisons tar quality. However, in advocating the tar quality Morrison does not admonish the educational and professional accomplishments of the black woman. In fact, the black woman is expected to achieve a balance between her roles in the domestic and professional fields.It is the historical ability of black women to keep their families and careers together. In an era where two the black male and female seek to fulfill individual desires, relationships falter and, consequently, the prospects of the propagation of a family are not too bright. Jadines tar quality is submerged by the white-like urge for freedom and self-actualization. As a result, she finds the conventions of black womanhood antithetical to her own value system.At El oe, Jadine is determined to urge on rigid male-female role categorization. Jadine cannot ?understand (or accept) her being shunted off with Ellen and the children while the men grouped on the porch and after a greeting, ignored her? (p. 248). While at Eloe, Jadine is provided with merely another chance to attain certain qualities that is for black women. She is accustomed to living an upper-class white lifestyle so she finds the people of Eloe limited and backward. Their stifling weensy shacks are more foreign to her than the hotel-like splendor of Valerians mansion. She stays in Aunt Rosas house where she feels claustrophobically enclosed in a dark, windowless room.She feels ? she might as well have been in a cave, a grave, the dark womb of the earth, suffocating with the sound of plant life moving, but deprived of its sight? (p. 254). It is in this very room where Jadine and Son were having sex that she had a second awakening vision, which is more frightening than the one she h ad in Paris about the African Woman. Here, Older, black, fruitful and nurturing women her own dead mother, her Aunt Ondine, Sons dead wife, the African woman in yellow and other black women of her past become a threatening part of Jadines dreams I have breasts too, she said or thought or willed, I have breasts too. But they didnt cogitate her. They just held their own higher and pushed their own farther out and looked at her,? (p. 261) and ? the night women were not merely against her not merely looking superior over their sagging breasts and folded stomachs, they seemed somehow in agreement with each other about her, and were all determined to punish her for having neglected her cultural heritage. They wanted to bind the person she had become and choke it with their breasts.The night women?accuse Jadine for trading the ? ancient properties? (p. 308) of being a daughter, mother, and a woman for her upward mobility and self-enhancement. All these women are punishing Jadine for h er refusal to define herself in relation to family, historical tradition and culture. As they brandish their breasts before her eyes, they mock and insult her with their feminity. Jadine finds these women backward and sees no self-fulfilling value in the roles that they serve. However, she is constantly stalk by dreams of the black female image that she seems to have lost throughout life.Ondine express shame and disappointment over her lack of concern for her family, the African woman, at the Parisian bakery, spits at her in disgust and the night women, in the vision at Eloe taunt her with their nurturing breasts. Having refuted her own black culture and heritage, Jadine face the consequence of a divided consciousness and a mental death. Her decision to end the love affair with Son ? I cant let you hurt me again? (p. 274) is an evidence of her shunning womanhood and losing her Afro- American roots as she chooses Ryk her white boyfriend over Son who refused to become the person or i mage that Jadine wants him to be .Jadine is compelled to make her choice and she decides that it is in Paris, away from Son, where there are prospects of financial success and personal independence. She doesnt want what Son and Eloe have to offer To prove for wifely competence when she could be a beauty queen or to settle for fertility rather than originality and nurturing instead of building? (p. 271). Jadine makes it clear to the reader that she is self-sufficient and independent of men, family and community.

Integreted Marketing Communication in Cadbury

What is Integrated Marketing Communications(IMC)? Integrated Marketing Communications(IMC) is an approach to flaw communications where the variant modes work together to create a seamless experience for the customer and atomic number 18 presented with a similar tone and style that reinforces the mails mess senesce message. Its goal is to make any aspects of merchandising communication such(prenominal) as advertising, gross revenue forward motion, universe relations localize merchandise, on problem communications and kindly media work together as a unified force, quite than permitting each to work in isolation, which maximizes their toll effectiveness.Integrated marketing communications (IMC) is an approach to brand communications where the different modes work together to create a seamless experience for the customer and are presented with a similar tone and style that reinforces the brands core message. Its goal is to make all aspects of marketing communication such as advertising, gross sales forwarding, public relations direct marketing, online communications and social media work together as a unified force, rather than permitting each to work in isolation, which maximizes their appeal effectiveness.IMC is becoming more than signifi can buoyt in marketing go for because of the reduced cost effectiveness of mass media and media fragmentation. As consumers spend more time online and on vigorous devices all exposures of the brand need to tie together so they are more ilkly to be remembered. Increasingly the strategies of brands can non be understood by looking solely at their advertising. Instead they can be understood by seeing how all aspects of their communications ecosystem work together and in particular how communications are personalized for each customer and react in real time, as in a conversation.Brand strategies and their tactics can be viewed on theIntegrated Brands turn up. Cadbury Profile- About Cadburys Dairy draw Long ago i n 1866 the Cadbury br a nonher(prenominal)s were busy pioneeringtheirdrinking drinking umberrecipe. However,theywantedtogivetheir hot coffee bean fans more. 30 geezerhood went by with the brothers dreaming up rude(a) ideas and then inspiration struck. What would happen if you put warm get by out into cho colate? Thats wherefore since1905, Cadbury Dairy milk still contains a glass and a one-half of fresh milk in either half poundof milk chocolate.CadburyDairymilkis riseofbeans, Cocoa beans tobeprecise. And all from one place Ghana. They believe that Ghanaian beans areso toothsomethatwerehappytopaypremiumpricesfor them. They think its worth it to give us that uncomparable Cadbury Dairy take out taste that we all love so much. Everyoneknowsthe notsosecret component partofhow Cadbury Dairy Milk is made so creamy. However, not many people knowhow dairy milk chocolate is made so chocolatey. Its all thanks to the beautiful tropical country of Ghana in West Africa that helps make our Cadbury Dairy Milk tasteso special.The Cadburys dairy milk contains a whole glass and a half goes into every single half pound of chocolate. Thats why it tastes so delicious and thats why is namedas Cadburys dairy milk. Cadbury Dairy Milk, produced in Bournville UK, uses fresh liquidmilk sourced from dedicated dairy farmers in the UK. CadburyDairy Milk is also produced in Ireland and uses fresh, liquid Irishmilk to create the uniquechocolate taste. INTRODUCTION Cadbury is a leading global confectionery lodge with an outstanding portfolio of chocolate, gum and candy brands.They betroth around 50,000 people and make believe direct operations in over60 countries, marketing their point of intersections in almost every country around the world. In India, Cadbury began its operations in1948 by importing chocolates. by and by 60 years ofexistence, it today has fivecompany-owned manufacturing facilities atThane, Induri (Pune) andMalanpur (Gwalior),Bangalore and Baddi (Himachal P radesh) and 4 salesoffices (New Delhi, Mumbai, Kolkota and Chennai). The corporate office is in Mumbai. their core purpose creating brands people love captures thespirit of what they aretrying to achieve as abusiness. hey collaborate and work as teams to convert proceedss into brands. Simply put, they spread happiness Currently Cadbury India operates in intravenous feeding categories viz. Chocolate candy store, Milk FoodDrinks, Candy and Gum category. Inthe Chocolate Confectionery business, Cadbury has maintain its undisputed leaders over the years. Some of the key brands are Cadbury Dairy Milk,5 sensation,Perk,Eclairs and Celebrations. Cadbury enjoys a value market share of over 70% the highest Cadbury brand share in the worldOurflagship brand Cadbury Dairy Milk is considered the gold standard forchocolates in India. The pure taste ofCDM defines the chocolate taste for theIndian consumer. In the Milk Food drinks segment their main harvest-home isBournvita the leading malted milk Food Drink (MFD)in the country. Similarly in the medicated candy category Halls is the undisputed leader. they recently entered the gums category with the rear ofour worldwide dominant bubble gum brand Bubbaloo. Bubbaloo is sold in25 countries worldwide. Since 1965 Cadbury has also pioneered the training of chocolatecultivation in India.For over two decades, they have worked with the Kerala Agriculture University to undertake cocoa inquiry and released clones, hybrids that improve the cocoa bribe. Their Cocoateam visits farmers and advises them on the cultivation aspects from planting to harvesting. They also conduct farmers meetings & seminars to break them on Cocoa cultivation aspects. their efforts have increased cocoa yieldivity and touched the give ways of thousands of farmers. Hardly strike then that the Cocoa tree iscalled the Cadbury tree Today, theyare poised intheir leap towards quantum growth.Cadbury is worlds leading Confectionery Company. HISTORY- 1948 The Comp any was incorporated on 19th July, as a sequesteredlimited company under the name of Cadbury-Fry (India) Private Limited and commence business soon there afterward. Manufacturing facilities were setup gradually. 1964 The Company undertook at its own cost and responsibility the development of cocoa growing in the country. A specialist cocoa advisory serving was created. A cocoa research centre was also created together with seeding nurseries anddistribution centers. with its subsidiary, Induri Farm Ltd. the Company had set up facilities near Pune to breed cattle that would give amend yield of milk at economic feeding costs. 1967 Cadbury introduced the Five Star and Gems chocolates in 1967 and1968 respectively. 1977 The name of the Company was changed from Cadbury-Fry (India) Pvt. Ltd. , to Cadbury India Pvt. Ltd. ,on seventhJune. It was converted into A public limited company on 11th June. Our locations in India Registered Office Cadbury India ltd. Cadbury manse 19, B Desai Roa d Mumbai 400 026 Maharashtra India Tel +91 22 4007 3100 Indicative map of India PURPOSE AND VALUESObjective Grow shareowner valueover the long term. Strategy Create robust and sustainable regional positions in our core categories of confectionery and beverages through organic growth, acquisition and disposal. Process They achieve this by Managing For Value. Managing for Value Process incorporates range stretched monetary objectives. Adopting Value Based Management for major strategic and operational decisions and business systems. Creating an outstanding leadership capability within our management. Sharpening our company culture to reflect visorability, Aggressiveness and adaptability. Aligning our management rewards structure with the interests of our partake owners across the country. MILESTONES OF CADBURY * The June 2003 issue of Business Today identified Cadbury India as one of Indias best-managed companies in 2003. * Cadbury India was identified as one of Indias c rush Managed Companies in2003. * Indias Finance Minister, Mr Jaswant Singh at Business Todays Best Managed Companies Awards ceremony, felicitated Mr Bharat Puri, Managing Director of Cadbury India. * It was the only Multinational Company have in the list of Best * Managed companies in India.Components of IMC colligate to Cadbury- Advertising Advertisingoradvertizingis a form ofcommunicationused to encourage orpersuadean audience (viewers, readers or listeners sometimes a specific group of people) to continue or take some new action. Most commonly, the desired result is to drive consumer behavior with respect to a commercialized offering, although political and ideological advertising is also common. The purpose of advertising may also be to tell employees or shareholders that a company is viable or successful.Advertising messages are normally paid for bysponsorsand viewed via conglomeratetraditional media includingmass mediasuch asnewspaper,magazines,television commercial,radio raisement,outdoor advertisingordirect mail ornew mediasuch asblogs,websitesortext messages. Commercial advertisers often seek to generate increasedconsumptionof theirproductsorservicesthrough branding, which involves the repetition of an image or product name in an effort to associate certain qualities with the brand in the minds ofconsumers.Non-commercialadvertisers who spend money to advertise items other than a consumer product or service imply political parties, interest groups, religious organizations and political agencies. Nonprofit organizationsmay rely on free modes ofpersuasion, such as a public service announcement(PSA). Advertising by Cadbury- Cadbury India has unveiled a new labor that continues with the brands Kucch Meetha Ho Jaye positioning. Created by Ogilvy & Mather, the charge up revolves around the theme of Pay Day, which is associated with happiness by most people.Commenting somewhat Cadburys latest communication, Sanjay Purohit, director marketing, Cad bury India said, This new campaign takes the concept of celebrations to yet some other level. With the Pappu and Miss Palampur campaigns, Cadbury Dairy Milk created a space for itself during the big, confederation celebration moments. This new commercial keeps the core promise of happiness while introducing another moment of joy in ones carriage. Also, the new TVC highlights the celebratory occasion of pay day, which is an important event in the career of every middle-class Indian. Said Abhijit Avasthi, executive creative director, Ogilvy & Mather (India & South Asia), We were looking to come up with another interesting, unique meetha moment. We realised that while celebrations have been done for various occasions, the celebration for pay day was not done. Pay day emotes feelings that are naturally celebratory in nature. Pay day makes you feel as rich as a king or as rich as a crorepati. THE master(prenominal) ADVERTISING CAMPAIN FOR CADBURY INDIA- KUCH MEETHA HO JAYE (2004)The biggest challenge for Cadbury to reinstate faith ofthe biggest challenge for Cadbury to reinstate faith ofconsumers after the twist dissension. Post disceptation, approached Amitabh Bachchan to calm the Post controversy, approached Amitabh Bachchan to calm thenerves.. nerves.. Hence the Kuch meetha ho jaaye campaign was introduced. Hence the Kuch meetha ho jaaye campaign was introduced. Projected chocolates as a substitute to mithai(sweets) and Projected chocolates as a substitute to mithai(sweets) and cheered people to have chocolate on every airy occasion. cheered people to have chocolate on every joyous occasion.MISSPALAMPUR(2006) MissPalampur clearly targeted at hinterland (INTERIOR OF clearly targeted at hinterland (INTERIOR OFINDIA) Focused on Adults and values, likeSACRED COW Focused on Adults and values, likeSACRED COW Campaigns aimed at rural India did get well Campaigns aimed at rural India did fare well The share of Cadbury increased by more than 20% in rural India. The share of Cadbury increased by more than 20% in rural India. The brand further strengthened its positions with the core audience. The brand further strengthened its positions with the core audience.AAJ PEHLI TARIKH HAI (2009) Pehli taarikh hai campaign is on the work class ofthe campaign is on the working class of the ? country?. Pehli taarikh hai campaign highlighted the celebratory campaign highlighted the celebratory occasion of payday, which is an important event in the life ofoccasion of payday, which is an important event in the life ofevery middle class Indian. Is a clever occasion base association which allows for the base association which allows for the brand to be recalled in the right context, every month, ? brand to be recalled in the right context, every month.SHUBH AARAMBH (2010) Core target group, consumers in the age group of 15 Core target group, consumers in the age group of 1535 years 35 years Specifically, there is a shift from the apprehension of celebra ting Specifically, there is a shift from the notion of celebrating happy occasions with chocolate to the happy occasions with chocolate to the concept of anticipating the occurrence of something goodafter consuming , a substitute for mithai the campaign is aimed at consumers across sectors, and is supposed to have a balanced appeal across all tiers. Direct MarketingDirect marketing is that what it sounds like directly reaching a market (customers and potential customers) on a personal (phone calls, private mailings) basis, or mass-media basis (infomercials, magazine ads, etc. ). Direct marketing is often distinguished by in-your-face tactics that attempt to reach new customers usually by means of unsolicited direct communications. exclusively it can also reach out to existing or past customers. A key actor in direct marketing is a call to action. That is, direct marketing campaigns should offer an incentive or enticing message to get consumers to respond (act).Direct marketi ng involves the business attempting to locate, contact, offer, and make incentive-based information available to consumers. individualised Selling Personal selling is a promotional method in which one party (e. g. , salesperson) uses skills and techniques for mental synthesis personal relationships with another party (e. g. , those involved in a purchase decision) that results in both parties obtaining value. In most cases the value for the salesperson is realized through the financial rewards of the sale while the customers value is realized from the benefits btained by consuming the product. However, getting a customer to purchase a product is not always the objective of personal selling. For instance, selling may be used for the purpose of only when delivering information. Because selling involves personal contact, this promotional method often occurs through face-to-face meetings or via a sound conversation, though newer technologies allow contact to take place over the Inte rnet including using video conferencing or text messaging (e. g. , online chat). Dairy Milk-Most fantastic and commonly used concept of personal selling is done when they had introduced Dairy Milk silk as their premium product. They actually kept written message explaining their product silk. They also kept an idea of feed back through mails and toll free number 1800 22 7080. Interactive Marketing Interactive marketing is a one to one marketing process that reacts and changes based on the actions of individual customers and prospects. This ability to react to the actions of customers and prospects means that trigger based marketing is dramatically more effective than normal direct marketing.Interactive marketing is called many things. You may have heard it called event based marketing or event driven marketing or even trigger based marketing but it is all the same idea reacting to what the customer is doing and driving up marketing effectiveness. Dairy Milks Interactive marketing 1. Social Networking Site One of the easiest way to get connected in todays 21st century is leading networking sites i. e. Face book and as all other brand even Cadbury has its face book page specially Indian fans is http//www. facebook. com/cadburydairymilkindia 2.Banners and hoardings In key supermarkets, Cadbury get out sample its range of Cadbury Dairy Milk Fairtrade products during the Fortnights first weekend. Online activity will include banners on supermarkets websites and there will also be a campaign blog, with regular posts from Ghana modify consumers on progress. Marketing materials instal the benefits to the conjunction by way of three characters wearing a school, community centre and hospital. For such type of direct marketing they will always choose a skin rash location where its always an eye catching phenomenon location.Recently Cadbury had placed almost more than 12 hoardings in horse opera express highway on account of rakshabandhan to promote its chocolat e in terms of Indian sweets. For Creating such an advertisement Cadbury India asked national public to send their brother sister pictures to their registered mail ID or need to come across some forms where they can actually send their feelings / message for their siblings. This act was a perfect direct marketing tool to attract the crowd using emotional intelligence.This not only created an environment for festival hike but an soft corner for the brand Cadbury chocolates as its personal brand of chocolates. 3. INTERNET MEDIA Launched its website www. cadburyindia. com Interactive site www. meethamoments . com, devising cards etc Community on social networking sites . Community on social networking sites. Advertisements on different web sites. Sales & Promotions- Sales promotion offers a direct inducement to act by providing supernumerary worth over and above what is built into the product at its normal price.These temporary inducements are offered usually at a time and place w here thebuying decisionis made. Not only aresales promotionsvery common in the current competitive market conditions, they are increasing at a fast pace. These promotions are direct inducements. In spite of the directness,sales promotionsare fairly complicated and a rich tool of marketing with innumerable creative possibilities limited only by the imagination of promotion planners. Sales promotion is often referred to by the names of extra purchase value and below-the-line selling.Today we remark companiesin almost all sectors offering some sort of a promotion scheme. These sectors range from automobiles to beverages, from financial services to foods, from household durables to services, fromhousehold productstobusiness products, from personal care to textiles and apparel. Dairy Milk initiatory for Sales Promotion- Quantity deal Cadbury offer discounted schemes under customeroriented sales promotion strategy to increase the sales of product like it offers 250 g pack ofchocolate at the cost of 200g pack and offer 50g chocolate at the cost of 50gextra to theircustomer.Consumer compete Cadbury also organized many contest to get attraction and to increase the interaction with thecustomer. Interaction with thecustomer www. meethamoments. com includesmanycompetitionsforforconsumerlike Consumer Story writing, house painting competitionetc. Point of sales material Point of sales material * Mini tankful Mini Cooler serves the need for chilling Chocolates for its reduced perish ability whilestill maintaining cooling whilestill maintaining the visibility of the product. Visibility of the product. * JarsThese are provided to small outlets, where they are conspicuously outlets, where they are prominently displayed. * Events in Mall & Festival times Most common Sales promotion now-a-days is they keep their live stall in malls during weekends and conducting some games where the winner would get a Cadbury dairy milk hamper or some Gift vouchers from Cadbury. worldly co ncern Relations- Every organization, no matter how large or small, ultimately depends on its reputation for survival and success. Customers, suppliers, employees, investors, journalists and regulators can have a powerful impact.They all have an creed about the organizations they come into contact with whether good or bad, right or wrong. These perceptions will drive their decisions about whether they want to work with, shop with and support these organizations. In todays competitive market, reputation can be a companys biggest asset the thing that makes you stand out from the crowd and gives you a competitive edge. Effective PR can help manage reputation by communicating and building good relationships with all organisation stakeholders. Public relations is about reputation the result of what you do, what you say and what others say about you.Public relations is the discipline which looks after reputation, with the aim of earning understanding and support and influencing opinio n and behaviour. It is the planned and sustained effort to establish and maintain free grace and mutual understanding between an organization and its publics. One of the example case study for Cadbury Chocolate is as follow- EFFECTS OF THE CONTROVERSY ON CADBURY The state Food and Drug government has ordered rapture of Cadburys Dairy Milk chocolates from all over Maharashtra after sophisticates were found in two of them in Mumbai.Cadbury India, whose chocolates had ridden into controversy late last year during the festival season because worms were discovered in some stocks of its Dairy Milk chocolates is probably hoping the association with Bachchan will help consumers forget the bad press the company got on account of the discovery. The Food and Drug Administration had then seized the companys stocks and the Cadbury India management had explained it was bad memory board practices by retailers and distributors that had led to the worms. Cadbury Indias sales fell following the discovery.And even the government got in to the act with the central health ministry asking for a report on thecontroversy. The timing of the controversy couldnt have been worse. Festival season sales (Cadbury sells almost 1,000 tonnes of chocolates during Diwali) plummeted 30 per cent. Until then, in the countrys FMCG sector plagued by slow,low single digit top line and bottom line growth, Cadbury was a sweet exception. only when its net profit in 2003 dipped 37 per cent to Rs 45. 6 crore (Rs 456 million) as compared to a 21 per cent increase the previous year. ROLE OF THE PUBLIC RELATIONSPR concerns the total communications of your total organization/group of organizations. It is unlike advertising, where you are sharing skills of planning, creative and media buying teams with an out-sourced way. PR calls for a very intimate understanding of the total inner workings of your organization at all levels workers to gore levels. It requires the integration of knowledge and communic ations. It is not a part time job for a Marketing function Manager. If it is to work and serve the larger objective, the PR department should be independent, servicing others like production, personnel, marketing, finance, corporate agendas.Therefore, the PR Head should be part of the top management team- reporting directly to the CEO. He also need to share everyones confidences. The PR department of Cadburys played a very effective role in managing the reputation and keeping up the goodwill of the company. After being struck with the Worm Controversy it was not possible to create a very good impact on consumers who trusted the company the most. But through the efforts and a good PR team Cadburys managed to wriggle its self out of the controversy with a clean chit.STEPS TAKEN TO SOLVE THE CONTROVERSY NOT DENYING THE FACT It helped that the Maharashtra Food and Drug Administration had given a clean chit to the companys two plants in the state. Cadbury went into overdrive to tell co nsumers that improper storage of what is essentially a perishable commodity might lead to worm infestation. Last November Bharat Puri, Cadburys mild-mannered MD, went to media offices around the country meeting reporters, answering mostly hostile queries and patiently explaining the companys stand on the issue. Unlike the cola companies which were caught in a controversy just a month earlier and displayed an ostrich-like attitude, Cadbury did not go into self-discipline mode. It accepted that there was a problem, which may not have been of its own making, and made a dedication to the consumer that it would plug all possible safety loopholes, says a Mumbai-based brand consultant. As a result Cadbury improved the packaging and paid more attention to the way its chocolates were stored by nearly 650,000 retailers across the country. GAINING BACK TRUSTThe giving B promoted the Big C in the chocolate business Cadbury in India. Indian cine superstar Amitabh Bachchan has sign(a) on to become the brand ambassador of the chocolate major for two years. AB played a pivotal role in all communication relating to Cadburys products and brands, be it in print, on television or the great outdoors, the companys managing director Bharat Puri has been quoted as saying in media reports. With the help of its Public Relations Dept. and advertising agency OM, it created a campaign which aimed for both rational and emotional appeal.One of the ads testifyed Bachhan visiting a Cadbury plant, inspecting the systems and processes and finally consuming a bar of chocolate to be convinced that theres nothing wrong with the brand. The other ad featured Bachhan and his granddaughter to emphasize that the product was absolutely safe for children Sponsorship The brand has tied up with the popular TV show Kaun BanegaCrorepati (KBC) 4and is the key sponsor for it. TCC tropic of cancer foundation and also for the most popular TV show FIR which comes on SAB TV. Product Publicity The following r e the types of publicity they used to promote their product-Tie-up with Reliance India Mobile service. CDM has tied up with BSNLs Missed Call Alert scheme. The brand plans to tie up with marriage and job portals. Tie up with Indian Railways for branding on tickets. Conclusion The Cadbury dairy Milk company successfullyre-establishes thebrand indifferentclasses Important and ongoingcampaign afterthe 2004 worm controversy which almost affected the sales and the good will of the company. Many variations in this campaign helped in targeting the different socio economic class of people and also the emotional value of people by making and soft heart feeling for the brand.Cadbury Dairy Milk very effectively used the various tools of IMC and the Kuch meetha ho jaye campaign also wenton towin Silverfor The Best Integrated Marketing Campaign and bills in the Consumer Products category at the EFFIES 2006 (global benchmark for effective advertising campaigns) awards. Bibliography- * http//www. facebook. com/cadburydairymilkindia * www. cadburyindia. com * www. meethamoments . com * www. scribid. com * www. wikipedia. com * www. timesofindia. com

Book Response Burned by Ellen Hopkins Essay

Burned written by Ellen Hopkins Is a bulky invigorated, and worth the succession to read. Burned is about a teen girl who was born and raised a Mormon Pattyn Von Stratten she is worry most teenagers growing up. Her family is extremely religious but in the same prospective her sustain is a drunk and very abusive. Pattyn is tired of living the fairytale of a Mormon life storystyle and ready to be energized with her own free spirit and way of life. Pattyn slowly starts to rebel against her family, school, church. While her father spends most of his conviction drunk its left up to her mother to take care of the house hold and make sealed everything is all in arrant(a) running order to not upset Pattyns father. Pattyn begins rebelling even more than(prenominal) so than she thought it would go. She gets suspended from school and gets sent to resist with her aunt who she doesnt even know. This is the solution of it all the worst mistake her father could have made and where Patt yn makes decisions that are about to change her life completely. Pattyn soon falls in love with a boy names Ethan who she is bound to be affiliated to.Pattyn doesnt see it but she is headed down the complete wrong path and when all she wanted is oversight shes going to get much more attention that she has intended to get. Ellen Hopkins is showing the themes of abuse and impaired relationship, Pattyns father is an abusive drunk. I also think Hopkins is showing the theme of growing up and finding your destiny and who you are, when Pattyn is sent to live with her aunt in Nevada and basically create a building block new agenda for herself. Along with dysfunctional relationship, shes displaying what love is like, too, when the character falls in love. I think shes trying to prove that life doesnt always go as think and you have to work yourself around the problems that you find in life, and bad decision could change your life forever. I believe the main purpose of the novel is to m ake it out to teens. Ellen Hopkins expresses many unlike themes in her novel but one main theme I believe is important is physiological.Pattyn goes through many different stages of growing up and expressing her true self. She becomes more social with guys and becomes more of a social butterfly therefore the Mormon nerd she used to be. Pattyn lashes out and rebels against her family and church in many different ways. When Pattyn is set to live with her aunt she meets a boy and which she ends up in a relationship. Pattyn starts growing up and learning more about her sexual self and starts dreaming about all the what ifs. Pattyn starts to experiment with her new boyfriend Ethan and when she goes screening home she shares the secret to her family that she is pregnant. Attempting to escape her fathers wrath, Pattyn and Ethan take off for California, unaware that Trevor, a perfect Mormon child who loved Pattyn, has written down the cars license plate number. When her father finds out, h e calls his Highway patrolman friend to track them down, to find them on an icy road.Ethan speeds up in attempt to lose the patrolman, but loses control of his car and crashes. Pattyn wakes up in the hospital, to find out that some(prenominal) Ethan and their baby are dead. Her father disowns her, unable to bear the recent events. Pattyn is left with a life changing decision in the end shoot and kill all those who caused her pain and Ethan and their babys deaths, or move on? Pattyn states that if her father would just say he loved her she would spare him. Ellen Hopkins is an amazing author and has a unbelievable way of relating to teens. Burned is just one of her fabulous novels all having a great meaning to the lives of teens. If I was asked if I would recommend Ellen Hopkins novels I would say she has a great way of reach out to teens in her books and educating them in a non-boring way and I enjoy reading and looking transport to any novel she creates.