Religion, Spirituality, and Health Status in Geriatric Outpatients Essay

Daaleman, Perrera and Studenski wished to re-examine the effect of religiosity and spirituality on perceptions of older persons, operationalized as geriatric outpatients. The authors proceeded from two conceptual constructs.   The first is that self-reported health status is central to aging research.   The old know whereof they speak.   Self-ratings are valid because they correlate well with health status over time and, consequently, health service utilization.   The second construct is that, no matter how morally they lived as young adults, those in late middle age come to embrace religion and spirituality with more fervor. Prior research had scrutinized the relationship between religion and health perceptions.   Some results were inconclusive, an outcome that the authors attributed to failure to control for such covariates as spirituality. Definitions vary, the authors acknowledged, but they proposed defining â€Å"religiosity† as principally revolving on organized faith while â€Å"spirituality† has more to do with giving humans â€Å"meaning, purpose, or power either from within or from a transcendent source.†Ã‚   In turn, the dependent variable was measured by a single-item global health from the Years of Healthy Life (YOHL) scale, a self-assessment of general health (would you say your health in general is †¦) and a 5-item Likert response from excellent to poor. Fieldwork consisted of including a 5-item measure of religiosity15 and a 12-item spirituality instrument in a 36-month health service utilization, health status, and functional status study among 492 outpatients of a VA and HMO network, all residents of the Kansas City metropolitan area. The authors were remiss in not formally articulating their hypotheses for the study though one gleans that the alternative hypothesis could have stated, â€Å"Structured religion, a deep sense of spirituality, mental status and mobility, and personal and demographic variables materially influence measures of health status and physical functioning.† In the end, the data was subjected to univariate and multivariate best-fit statistics.   The key findings: Table 2. Predictors of Self-Reported Good Health          Status (N = 277)                Factor* Unadjusted OR (95% CL    Adjusted OR (95% CI)       Age 0.94 (0.89–0.99)†        Male 0.72 (0.41–1.25)†¡       White race 2.79 (1.51–5.17) § 3.32 (1.33–8.30) ¶ Grade school 0.1 (0.02–0.49) ¶       Some high school 0.28 (0.06–1.44)†¡       High school graduate 0.24 (0.05–1.14)†¡       Technical/business school 0.29 (0.06–1.43)†¡       Some college 0.31 (0.06–1.49)†¡       Not depressed (GDS) 32.4 (4.03–261) §       Physical functioning(SF36-PFI) 1.04 (1.03–1.05) § 1.03 (1.01–1.04) § Quality of life (EuroQol) 1.69 (1.41–2.01)†  1.36 (1.09–1.70)†  Religiosity (NORC) 0.93 (0.85–1.02)†¡       Spirituality (SIWB) 1.15 (1.10–1.21) § 1.09 (1.02–1.16)†  OR = odds ratio; CI = confi dence interval; GDS = Geriatric Depression Scale; SF36-PFI = Physical Functioning Index from SF-36; NORC = National Opinion Research Center; SIWB = Spirituality Index of Well-Being.          *Referent factors: age-1 year younger; female, nonwhite; college graduate; GDS score of 0-9; PFI-index of 1 less; EuroQol-score of 0.1 less; SIWB-score of 1 less. †  P = .01.                †¡ P = NS.                 § P

Allied Diplomacy Essay

Due to Britain’s position as a major power, the country was able to reshape the Middle East and formulate agreements with several important cultures. However, some of the terms within these treaties were completely contradictory, creating dispute and controversy between parties. This very powerful mandate made many mistakes and errors in judgment that led to disastrous conflicts, such as providing assurances of things they weren’t able to fulfill and creating contradictory terms within official agreements. Britain was responsible for a great amount of problems in the Middle East during World War 1, but there were many other sources of instability with different origins and motives. Two of the most controversial events in the Middle East were the McMahon-Hussein agreement and the Balfour declaration, due to the profound difference in their terms. Whilst the Balfour Declaration promised to provide a National Homeland for the Jewish people, the McMahon- Hussein pact stated that Arab nationals would recover land previously owned by the Turks. At first sight, these terms were completely opposite, and according to the Jewish and the Arabs, impossible to fulfill at once. However, the British claimed that the way in which the Arabs had interpreted the McMahon-Hussein agreement was mistaken because they believed Palestine was to be given to them, just as Britain argued that the map used to establish the terms excluded Palestine from land that had to be given back to the Arab people. A minor phrase that stated that any land that was not purely Arab was to be excluded from the terms created a monumental disagreement when it came to this particular event. Hussein claimed Palestine had to be considered â€Å"purely Arab† as McMahon had a very different view. He believed the land in question was not of pure Arab nature because many other religious groups had established in Jerusalem under Turk rule, therefore eliminating the possibility of ultimate Arab presence in Palestine. Many Palestinians felt betrayed by the British government due to the use of inaccurate technicalities of language. The main purpose of the agreement Britain decided to make with Palestinian Arabs was to gain protection against Ottoman forces and their increasing power. In order to achieve their goal, British officials in Cairo contacted Sharif Hussein and informed him that if they were to assist them against Ottomans, Britain would support future Arab independence. The Arabs had to create a revolt and refer to the Ottomans as their enemies, in order to support the British government further. On the 10th of June 1916, the Arabs did effectively create a large physical conflict in order to fulfill the terms established and to gain the support they required for their ideal independence. The Arab army was founded and organized by the British government, but led by Sharif Hussein’s sons. Due to the amount of instability the Arab-British forces created in the region, the terms were now justified and Hussein demanded Britain to recognize Lebanon, Syria, Iraq, Palestine and areas of the Arabian Peninsula as Arab countries. However, Syria and Lebanon were of French interest and therefore were discussed in the Sykes-Picot agreement that took place from 1915 to 1916. The United Kingdom recognized the freedom of the Arabs, creating not only a contradiction between the agreements made with France and Palestinians but a great dispute between the Jewish and Arabs, two religious groups that had been promised the same portion of land. As time passed, Britain started increasing the amount of conflict in the Middle East throughout grave contradictions and opposite statements. The McMahon-Hussein agreement occurred approximately two years before the Balfour declaration, increasing the dimension of the mistake made by the British government. Just after they had promised to return Middle Eastern territories to the Arabs, the major power was responsible for providing a very concrete assurance of giving the Jewish a national homeland within Palestine. Arthur James Balfour was very clear and was able to state this throughout a letter he wrote to Lord Rothschild on November 2nd, 1917. The Balfour Declaration urged Lionel Walter Rothschild to inform the Zionist Federation of the proposition and was clear that His Majesty’s government would use all its power to provide a National Homeland as long as no rights were violated in the process, even if they did belong to exterior ethnic groups. As mentioned before, this declaration was said to be completely  contradictory to the agreement made with Sharif Hussein according to Jewish interpretation. Jews believe d they would receive the entire land of Palestine and would be able to make exclusive use of it, whereas the British argued they never promised the land in its whole and therefore were not breaking any promises or contradicting the terms made in previous agreements. The Treaty of Sevres confirmed the promise made to the Jewish people in the 1917 Balfour Declaration and initiated a long-term problem between the both Palestinian Arabs and Jews. With this treaty, European Powers managed to solve their internal conflicts and successes by reestablishing the map of the region according to what was convenient at the moment, but didn’t really think of the long-term consequences of the new arrangement. By not taking Turkish interests into account, the treaty of Sevres was not of their liking and managed to create a larger sense of nationalism within the country, thus creating the war. The lack of precision presented in the three consecutive arrangements with the Arabs, French and Jewish created a great deal of controversy and instability in the Middle Eastern region. Even though the British government was undoubtedly responsible for the majority of the disputes in the Middle East during WW1, there were some exterior factors that accumulated and created outrageous amounts of discrepancies. It wouldn’t be incorrect to say that Britain acted the way it did due to the pressure put on it by the initiation of the Holy War, announced by the Ottomans. After four entire centuries of rule, the Ottoman Empire collapsed and therefore contributed to the incessant tensions between inhabitants of several countries. The mentioned empire was the world’s most influential Islamic power and was responsible for putting a stop to its neutrality towards the allies and declaring a Holy War against France, Russia and Great Britain. This war initiation not only put pressure on Britain, but also encouraged the government to find support against the Ottomans, hence the McMahon-Hussein agreement and its terms. In retrospect, Britain was mostly responsible for the instability in the Middle East during the First World War but there were some factors and events having to do with the Ottoman war declaration that created tension  and controversy. If the treaties made with the French, Arabs and Jews had been coherent and logical when put together; the problems in the Middle East wouldn’t have been so deeply catastrophic. To certain extent, there were some factors that put Britain in a very difficult position by threatening their empire and even though they were to blame for creating most of the conflicts during World War 1, they definitely weren’t responsible for starting the long sequence of instability. If it hadn’t been for Britain’s lack of precision when presenting the terms, the long-term problem between Palestinian Arabs and Jews could have been reduced or avoided, despite their ambitious natures. The events and agreements mentioned were not the only sources of conflict between these two ethnic groups due to the disputes that had been occurring a long time before concerning land and respective properties. British officials could have definitely dealt with conflicts in a better way, avoiding the preposterous amount of tension and disputes in the Middle East from the beginning until de end of the war. BIBLIOGRAPHY: Palestinians. (n.d.). The McMahon Agreement. _History Learning Site_. Retrieved September 16, 2012, from http://www.historylearningsite.co.uk/mcmahon.htm The Balfour Declaration . (n.d.). _Israel Ministry of Foreign Affairs_ . Retrieved September 16, 2012, from http://www.mfa.gov.il/MFA/Peace+Process/Guide+to+the+Peace+Process/The+Balfour+Declaration.htm British Mandate for Palestine. (n.d.). _Middle East: MidEastWeb_. Retrieved September 17, 2012, from http://www.mideastweb.org/Middle-East-Encyclopedia/british_mandate_palestine.htm

Women & Narrative Term Paper Example | Topics and Well Written Essays - 1500 words - 1

Women & Narrative - Term Paper Example However, what makes American literature during this period remarkable are those written by Latin women authors, who have crossed bravely the boundaries of a well-established masculine culture not only by engaging into the literary world believed worthy only for men, but more so for what they write – â€Å"... their transgressive and contestatorial nature, and their critical reconsideration of hierarchical opposition, that make their texts revolutionary, conflictual, and dialectical...† (xi). Two Latin women authors worth of critical attention are Maria Lusia Bombal (1910-1980) – a Chilean fiction writer, who towed the dangerous literary path of revealing women’s innermost desires and power defiant of the realistic tradition in Latin America (Maria Luisa Bombal, par. 1), and Maria Luisa Bemberg (1922-1995) – an Argentinian self-professed feminist, whose critically acclaimed films had consistently depicted untraditional women, making her one of Latin America’s most significant female filmmakers (Maria Luisa Bemberg, par. 1). Though both writers tackled femininity from entirely different angles, indeed, both have contributed to a better understanding of women, as they have shaped a new consciousness that brings readers to confront long-ignored problems confronting women, such as ‘sexual abuse, abandonment, oppressive marriages, and the pressure of new-found independence’ (Mujica 44). To which Griselda Gambaro remarks, â€Å"... a w ork is feminist insofar as it attempts to explain the mechanics of cruelty, oppression and violence through a story that is developed in a world in which men and women exists† (qtd. in Jehenson xiii). But more than this, they were able â€Å"to change taken-for-granted views† (xiii). Silence is consent to abuse, as the famous saying goes. However, this is not the case in Bombal’s second novel The Shrouded Woman originally titled La

End-of-Term Written Assignment Example | Topics and Well Written Essays - 750 words

End-of-Term Written - Assignment Example Later on, with the turn of the century, white bands began to emerge and Jazz music has been evolving since its birth. In the book â€Å"A History of Jazz Music†, Scaruffi Piero credits New Orleans for becoming a hub for Jazz music and the pivot where musicians came to perform and earn. As it says, â€Å"New Orleans was a cosmopolitan amusement park. Thus music was always in demand, not just as paid entertainment but as the soundtrack of a never-ending party. In other cities ethnicity was a problem. In New Orleans ethnicity was an opportunity to improve the party, because each ethnic group brought its different style of partying (e.g., dances) to the party.† (Scaruffi, 2005) Stylistic Characteristic of Chick Corea The way he plays his electric keyboard especially on synthesizers is commendable and that is also one of the major reasons of his popularity. Also, Corea has been with countless bands and musicians, yet he has remained popular and his music, ever recognizable w ith the bass drums, blues, syncopation, improvisation and what not. He started playing piano from the age of four and had been influenced by Horace Silver and Bud Powell. As mentioned above, he collaborated with various artists in performing Jazz music and it says that he remained playing for 40 years with all these people; keeping in mind the fact, that he started his career in early 1960’s. With the turn of the 21st century, Corea began experimenting with solo albums and produced six solo albums namely, Solo Piano: Originals, Solo Piano: Standards, Past, Present & Futures, Rendezvous in New York, To the Stars and The Ultimate Adventure. It must be noted that Corea is not just a pianist but also a composer and that he had engaged in experimenting with Jazz music in collaboration with many other vocalists, drummers and guitarists to carve a niche for himself in this music genre. He is an award-winning icon who is best known for his â€Å"countless performances, recordings, t ours and collaborations with some of the music’s most well-respected names. Having been a member in bands of legends like Miles Davis, Stan Getz, and countless others, Corea began developing what has become a remarkably illustrative career. As a member of these bands, Corea met many of his closest musical cohorts, of whom he would work closely with for years to come.† (Larson, 2013) Among other things, Corea is also known to be associated with Scientology, which has a major impact on his music and as he said in one of his interviews that he could communicate with millions of people while performing as he implied Scientology in his music. About â€Å"Return to Forever† Return to Forever was composed in 1972 but it was released in USA not before 1975 and therefore their second album, â€Å"Light as a Feather† which was released in 1973; made their first album really popular. Return to Forever is another fusion of Latin and Brazilian rhythms which is mixed wi th electro-piano notes. This album is very soft and comprises of romantic numbers which is very different than that of other Jazz music which was being produced at that time. As Miles Davis and Tony Williams were producing ground shaking, rocking music, Corea and his team were approaching the Jazz music with yet another

Bx3082 part2 Essay Example | Topics and Well Written Essays - 6750 words

Bx3082 part2 - Essay Example The main barriers to entry are represented by the legislative requirements as per the Appellation dorigine contrà ´là ©e and the relevant business requirements. These issues will be addressed according to the requirements, and in conjunction with the Invest in France Agency, which will add valuable insight and assistance to establishing within the Burgundy region. The selected geographical location of operations stand to benefit in terms of reduced distribution costs by virtue of the existing location and infrastructure, whilst the staggered approach to location and facility development alleviates mass capital cash flow and enables the suitable implementation over the defined period. The selection of the Premier and Grand Cru farms, together with a professional winemaker and team, allow the company to produce a differentiated high quality Pinot Noir wine that can be marketed to the discerning individual and upper class establishments, ensuring the brand positioning within the competitive wine

Gun control Research Paper Example | Topics and Well Written Essays - 1500 words - 5

Gun control - Research Paper Example Many cases of gun related crimes and fatalities have been reported within the country which indicates that public access to guns may be more harmful that beneficial. In this way, the society should understand the important of gun control laws and limiting access to citizens that access guns while addressing arguments opposing them as a way of saving lives. Gun violence is a common phenomenon in the American society and the National Victimization Survey showed that 467, 321 people died in 2011 as a result of criminal activities using firearms. The FBI generated a report in 2011 that testified that 68% of homicides and 41% of violent robberies as well as 21% of aggravated attacks are done using guns. In addition, hand guns are the most common firearms that are used in criminal activities especially homicides committed each year. This research shows that gun violent is a reality within the society and many people use them to intimidate victims. It is also clear that most hand guns are involved in criminal activities like assault, in various threats that are done without injury, and in many cases of rape or robbery (Zimring 723). Gun ownership is another apparent issue in the United States with findings showing that more than 200 million firearms were in private ownership in the 1990s. Through the years guns among private ownership have increased especially due to creation of new households and more wealthy people who needed to acquire firearms. In other areas, the increasing crime rates within the country motivated citizens who initially did not have guns to acquire them in a bid to seek protection. It is evident however that the reason that people own guns is more related to crime rates compared to having more wealth. Nonetheless, it is also evident that many firearms, specifically the long guns are acquired for recreational activities like hunting which is not related to

Business Ethics Case Study Example | Topics and Well Written Essays - 500 words - 3

Business Ethics - Case Study Example Additionally, it is one of the protocols of corporate principles and, therefore, failure to do so will lead to an unsound decision as it will be inconsistent with the principles. The second cause of action is to demand the disclosure of all reports and various programs whether they are just drafts or they are final for all the committee members to have a look at them. The advantage is that all the members who might not have had access to such information can have hence been aware of the information at hand. Conversely, the information that is supposed to be kept secret to the committee can be displayed hence violating the principle of confidentiality. In this scenario, I will not accept the offer of being bought lunch for the gratitude of all my effort from the senior account executive. The merit of taking such cause of action is because the acceptance if such will in some way act as a bribe and hence breaching the principle of objectivity. However, the decline of the offer will lead to the loss of my lunch that I was to receive. The alternative cause of action that I can take is the termination of the deal due to time lapse. It can be well-known that time is of the essence in such a deal, and any delay can lead to the termination of such a contract. The advantage of this action is that it will lead to limited wastage of time and enabling as to perform other important professional functions. Conversely, the action can lead to loss of promotion and lunch courtesy of gratitude for our efforts. The cause of action that I will take here is to take the respective milk from the supplier then check the serial number against that of the newspaper. If found to be the one listed in the newspaper, I will subject to contamination test. I will address the issue to the manager for necessary actions to be taken if found defective. The advantage of this action is to ascertain whether the allegations that are put in the newspaper are true or false.

Strategic Planning for Digital Marketing CommunicationsSummative Essay

Strategic Planning for Digital Marketing CommunicationsSummative Assessment - Essay Example The global recession has heavily impacted the economy of the United Kingdom which led to the proportionate increase in the prices of the goods and commodities. Less availability of cash to the public had extremely slowed down its business flow resulting in stagnancy. Though the food and drinks industry did not come to a static point but it received a massive blow as the food and drinking habits found cheaper avenues and the major food joints were largely affected (Pesto,2013). 1a (ii) Business Challenges – Savy Consumers With the United Kingdom (UK) grappling under recession, unemployment and other related difficulties the consumers become excessively choosy in matters of expenses. United Kingdom (UK) has been languishing under unemployment for a very long time, and as a result there has been huge amount of change in their expense habits. They have been reduced to the basic requirement items, which saw a large drop of sale in the luxury items and other high value good and serv ices. The non-promising state of the recovery of the economy, poor economic policies of the government has also failed to assure the citizens of economic security and sustainability. As a result, the consumers concentrated more on saving than on spending. The minimal expenses made by the consumers were on the essential commodities and cheaper versions of luxury items that made them satisfied of using luxury items in exchange of lesser money. In such a situation it became significantly difficult for a business house to sell their items and make a considerable profit for sustaining themselves (Pesto,2013). Industry Challenges 1a (iii) Industry Challenges – Market Competition Zouk being one of the differentiated restaurants located in a popular hub is a symbol of class and luxury. Such a differentiated brand is an added advantage for the kind of life style led by the citizens of the United Kingdom until affected by the economic downturn. Since the world recession and unemploymen t for a longer time has affected the normal functioning of the United Kingdom, the food and beverages industry has also been noticeable affected. The consumer preference has shifted from high end luxury wining and dining experiences to the less costly food stalls. The cheaper food items pose great competition and a threat to the profit margin of the Zouk’s which is specializes in quality food and food experiences. 1a (iv) Industry Challenges – Consumer Perception Zouk has been established as a high ended, luxury restaurant that offers great cuisine experiences. In the face of long term unemployment and great economic recession has left people with low disposable incomes and great uncertainty that looms over their future. In such a scenario, such branded and luxury avenues remain a distant object that hardly anyone would like to visit. The consumer preference shifts to cheaper food and food joints. The same perception that earned Zouk the present status has adversely af fected its business in the time of this economic recession and a prolonged tenure of unemployment that has engulfed entire United Kingdom. In order to attract the consumers it has to offer the less costly products but it will give rise to different speculations regarding the quality of the offered menu. The customers would doubt the quality of the food in the menu because of its availability in lower prices. It has the possibility of adversely affecting the image of the restaurant and its brand

Compare the Ways in which John Steinbeck and Thomas Hardy Explore the Theme of Loneliness Essay Example for Free

Compare the Ways in which John Steinbeck and Thomas Hardy Explore the Theme of Loneliness Essay The two books have one clear element in common. The two authors, Steinbeck and Hardy, give us a great outlook on loneliness in its many forms. They communicate their ideas and thoughts to us in a very similar manner, despite being from very different times and walks of life. Of Mice and Men, is set and was written during the Great Depression of the United States of America in the early 1930s, in the Salinas Valley of California, tells us the story of George Milton and Lennie Small. The two migrant workers, bound together by an unusual and sure friendship, are in pursuit together of the Great American Dream their dream. They will have their own land, be their own masters and no longer have to answer to anyone, and finally live in peace. On the other hand we have The Withered Arm, set in the early 19th Century as one of Hardys Wessex Tales, where he lived all his life. Hardy tells us the tale of a young woman, Gertrude Lodge, as she begins her new life. However, things are not what they should have been as Gertrude is afflicted with an unknown blight, her happiness both threatened and later destroyed. She is not completely alone her plight is intertwined with that of Rhoda Brook, who carries a great pain in her heart and a great power, or perhaps a curse, that not even she realises. The two texts are each set in the same rural environment as that of their authors, both bringing us the tale of so many people struggling through their lives as best they can. In Of Mice and Men we see that every man, and woman, has their own dreams, their own obsessions to pine away for, to imagine and envisage when they are so often so lonely each has their own thoughts, their method, of escapism from the reality they live in. The Withered Arm, again, in a different manner shows characters angry, obsessed, with lives they could have had and the possibilities that they have lost or had taken away from them. Each are victims of circumstance, each yearn for lives that are no longer theirs, each for a chance now gone. In each difficulty we can see a parallel, and in both books we can see characters sharing the same basic challenges to overcome, and obstacles in their path. Both show us some of the many facets and characteristics of loneliness and trouble in this world no matter how little they look for difficulty and dilemmas, people will always manage to find them, no matter how hard they strive against it. The best laid schemes o mice and men Gang aft agley [Often go wrong] And leave us nought but pain For promised joy Robert Burns As Of Mice and Men begins, we are shown the two migrant farm workers, George and Lennie, on their way to a new job, a new start, bucking barley at a Californian ranch; fleeing much undue upset in their last town, mostly thanks, despite his original intentions, to Lennie. It is late evening and they both spend the night by the Salinas River before continuing on to their new place of work the next morning. It is here that we first discover some of the main personality differences, and conflicts, between the two characters, and learn of their aspirations and their future. We immediately see much of their natures and that of their friendship as Lennie flung himself down and drank from the surface of the green poolsnorting into the water like a horse. Lennie dives headlong, dunking his head into the murky waters of the Salinas like an animal, all for a drink of water; George restrains him, attempting to keep him in line and to keep him safe. George and Lennie have struggled their way through life together, as an inseparable pair, not like all the other hopefuls out there, Because I got you an you got me together they might just get somewhere. The way this particular phrase is repeated so much tells us a lot about their friendship and how they both so desperately need it to survive. The first man was small and quick, dark of face, with restless eyes and sharp, strong featuresevery part of him was defined. We see George as the sharp and able leader who gives Lennie his direction, blunt and bitter when it comes to his frustrations. All too often feeling taunted by the world, his life, and the problems they each throw at him no matter how hard he tries and how much he accounts for it. Despite his quick temper and scathing reprisals, he holds a great care and affection for his travel-partner and the companionship he brings him much more than is at first apparent. George feels responsible for Lennie, he has been Lennies guardian ever since the passing-away of his Aunt Clara, and no matter how hard he tries he always, and always will, feel that Lennies troubles, Lennies mistakes and faults are his own and that which he must resolve and reconcile however much they may cause him yet more problems of his own. George feels a great loneliness inside, believing in his heart himself to be as worthless as every other like him, and as a result of this he gains his purpose to become somebody, and he knows that is something he and Lennie must do and can only do together. Without Lennie he would be nothing, no more than every other man like him alone and without hope. Behind him walked his opposite, a huge man, shapeless of face, with large, pale eyes, with wide, sloping shouldershe walked heavily, dragging his feet a little, the way a bear drags his pawshis arms did not swing but hung loosely at his sides. Lennie, we can already see if very different to George, a slow simpleton, likened to an animal on two counts now, expressing his simple personality and impulsive nature. It is thanks to the pairs great bond and need that we see Lennie as such a vital character in the book, for George is not the only man to whom Lennie brings a purpose, it is around him that so much of the story unfolds and revolves about. Despite the simplicity in his manner and unsure path throughout the story, Lennie brings certainty to all those around him. They are drawn to the raw and basic companionship that his presence brings he is both consort and confidant for all their thoughts and feelings. He neither understands nor takes in much of what they say but, rather than wasting their breath, it seems even more a boon unto them. Lennie is like a wandering sheep and it is George that gives him his direction and his purpose, and as he takes his lead from George, Lennie in turn gains his own shape and dream. Lennies simple, cumbersome shape walks always in Georges shadow, always behind him wherever he may go, no matter what. For Lennie life is as simple as he is it is that which seems to create so many problems for them both, in turn presenting the answers to so many others, and it is this which gives Lennie such a lasting effect on all those around him. The two are together in the pursuit of their own dreams, each finding both a purpose and the means in the other. George dreams of his own land, his own life, and it is much the same for Lennie, on his own basic level. Lennie wishes to care for his own creatures, his rabbits. He loves to hear every word of them that he can get, and George loves to tell them to him so obsessed and incensed are they with merely the thought of what lies ahead for them with the success of their great plan. This form of dreaming and hoping that many of the characters of this story holds shows how everyone of them wishes to escape from the present world that they live in, where society demands everything of them when they have nothing to hold as their own, and nothing to give. Together these two continue their journey, their unique bond always apparent as they cross upon the lives of many others, all showing the properties of loneliness and all for different reasons, giving us an outlook on how so many in this world are alone and isolated, and how what George and Lennie have is so valuable. Aint many guys travel togethermaybe everyone in the whole damn world is scared of each other. The pressure of the American Dream and the demands of that societys doctrines and social structure to achieve are imposed upon everyone and anyone and this is why it becomes such a great feature and driving force behind so much of the loneliness of this book. Every common man goes to America to succeed and achieve something, but society inflicts quite the opposite upon them projecting, forcing upon them, an image of how people should think and most certainly be resulting in loneliness and isolation, a dissatisfaction of themselves and those around them and the ongoing fear of amounting to absolutely nothing. It is ironic that this very society which sets out to have everyone achieve and succeed does quite the opposite, causing so many problems along the way. The nature of the American Dream that so many in this story hold in their minds is that very thing which isolates every one of them from each other, and dooms them to failure. Upon arriving at the ranch, they are met by an old man named Candy and his now old and scrawny dog. It is Candy who explains to them the ways of the ranch, first showing them around and then, as the story progresses, introducing the personalities of the other ranch hands to them. We learn much about Candy himself and who he is, seeing in the second chapter Candy caught listening in on George and Lennies words together, as George attempts to keep Lennie in check and keep him safe. Candy was listening simply to feel as a part of their conversation, to feel involved in something, for Candy craves conversation in any form, so alone does he feel. It can be seen that now for so much of his life Candy has been separated from the other men, isolated from all others. Since Candy lost his hand in an accident upon the farm he has been unable to work with the others, condemned to the menial tasks and solitary life during the day, and now thanks to his advancing years he is even more isolated. His only companion throughout all this time has been his pet dog, a source of consternation for the other men as it nears the end of its days, its presence being an eyesore to them all and odour a cause of much dismay. The animal had been his companion since its birth, and now old and suffering from rheumatism, the men convince Candy to allow them to put it out of its misery for him. As Candy grudgingly agrees, against a great sadness, he loses his oldest and closest friend, and again he feels truly alone. Having no one, he attaches himself to Lennie and George and to the dream they both share and makes himself a part of it, willing to offer all he has, his lifes work and savings, for it to be so. However, as that dream is again jeopardised, perhaps fatally, he still wishes to carry on and fulfil the dream for it is all he has left. It this desperation of Candys to make his new dream, their dream, become so, that yet another man becomes tied up in the illusion and the hope that it brings. Crooks is a fellow worker upon the ranch, a stable buck, working to repair saddles, tools and to look after the horses, unable to do other work since he was crippled, kicked in the back by one of the horses he was working with. We have never heard much of Crooks, only chance phrases from the other men, snatches of comments in the middle of a conversation; he is not often talked about, and never talked to Crooks is a Negro. We do not see him for the majority of the book for he is never with the other men, always separated from everyone, simply because of the discrimination, the ignorance and the prejudices of that time. As the only Negro in the area, he is completely alone, without anyone but himself for so much of his life, but it was not always so. Crooks used to have someone he used to live with his family, they owned a farm, he was with his brothers, his parents his family, and he was counted as someone; now he isnt even counted. The American Dream tells us of equality, of everyone having a chance to attain their dreams, to have something to hold, be proud of and call their own in America everyone and anyone can have just this and be somebody unless, of course, if they are black. This is just a nigger talkinso it dont mean nothing, see? This contradiction and hypocrisy intermittent throughout the dream is that which causes Crooks to be just who he is alone and isolated, helpless and unable to anything about it. When Lennie wanders into Crooks living area simply looking for company as the other men are all away in the town, Crooks shows outrage and indignation that a white man would presume it his right to simply walk into his room without leave. However, Lennies innocence wins through, despite Crooks irritation, Crooks scowled, but Lennies disarming smile defeated him. As Crooks begins to talk to Lennie, and discover the nature of his relationship with George, we see his jealousy that another man could have someone so easy to talk to, such a simple and easy friendship. Such is his bitterness and jealousy over the pairs companionship that Crooks goes on to taunt and tease Lennie with the possibility that George is injured and is no longer going to be there. He tells Lennie that he too is alone and must look after himself and continue life knowing he had someone, had something, and lost it as Crooks did. Crooks wants Lennie to feel what his pain is every day, every hour, and make someone else feel how he does and, in doing so, make himself feel less alone. A guy goes nuts if he aint got nobodya guy gets lonely and he gets sick. As Lennies anger flares up, we see that perhaps Crooks isnt so malicious after all, for he placates Lennie he wants him to stay, despite him being a white man, one who took his life away from him, an enemy. So alone is he that any company will do, black or white it doesnt matter any more; and so It was difficult for Crooks to conceal his pleasure with anger, as Candy joins Lennie. He only has himself and what little company that he can find; he has been separated from others, alone for so long, simply because of the colour of his skin, so isolated thanks to an ignorant and naive prejudice, so much for a dream when Crooks came to America he found an ongoing nightmare. There should be equality, and this is what America shouted aloud to the world everyone in America has a dream to live out, and everyone who comes to America has a chance. However, this is not the case for Crooks despite what people claimed, despite what the American Dream told them, he has nothing but material possessions, and to him they re nothing. Reading books is his only source of company, but Books aint no good. A guy needs somebody to be near him. When Crooks first learns of their dream, not quite as they intended for it was their dream and nobody elses, he scoffs for has heard this kind of a story all before he has seen hundreds of other hopefuls come through the ranch and continue on into nothing. He tells them this mockingly, and also to end their hopes for they too are going nowhere. However, as Candy justifies their hopes in defence, he subsides for he sees the possibilities himself, gets caught up in the trios aspirations and dreams, as Candy did, and pleads to be taken along, to join them simply to be somewhere with others who might accept him for who he is and not for what. Crooks begins to open up, he finally believes himself to be an equal and to be counted, and he has been given back both his hope and a real chance. However, things are not to be as they hoped as the wife of Curley, the boss son, enters. As always the men are wary and bid her leave and in response her bitter temper rises. Crooks stands up to her, thinking outside his place in his newfound happiness, and she drills into him, makes him again realise just who he is, how little all he says and thinks is valued and how much power she holds over him. For a moment Crooks had become a man again and believed in his own freedom, but Curleys wife put an end to that, to his open thought and his belief in all his hopes of being his own man again. Crooks stared hopelessly at her, sat downand drew into himselfCrooks had reduced himself to nothing, no personality, no egoEverything that might be hurt drawn ininto the indomitable pride of the Negro. Crooks the Negro presumed to think himself on the same level as Curleys wife, to cap all the isolation and rejection from every other person on the ranch. So enraged is she that we see the malicious and bitter side of her nature born out of the oppression, the distress and torment of countless similar situations where no one ever listens, where she is always alone. She gives him no quarter as her scathing, bitter anger lashes into him. This conflict amongst and between the oppressed and repressed first between Candy and Crooks, Crooks believing their dream to be as hopeless as all the rest, so demoralised has he become thanks to the life that American society has put him through, and then between Crooks and Curleys wife, simply leads them in a circle, and right back to square one. Both are without freedom and hold little control over their own rights, and still they are brought into conflict by the ways in which society portrays the world and treats each of them, one putting the others hopes and liberty again into doubt, painting a wholly despondent and bleak future -all the more separated from each other, all the more isolated and alone. Curleys wife always appears as a woman up to no good, spoken of hurriedly in whispered conversations. She is always out looking for trouble with the other men, always holding apparent bad intentions as she flaunts herself in a vain attempt to attract them to her, willing to do anything for companionship, and as a result getting quite the opposite. George had always recognised her danger, but Lennie is blind to every bit of it. However, we begin to see that she isnt up to such wickedness as we are first led to believe, and her bitter tongue is simply born of a life of loneliness. The men always shy away from her fearing blackmail from a work mate or Curleys wrath if they were to dare the stigma and go against the rules of society, and become friendly with another mans wife. This fear of the bosses authority and their abuse of it is yet another barrier that stands between ever establishing some true ideals of equality. She has been alone and isolated by everyone for so long, not even her husband listens to her, simply telling her what he wants to say and never waiting for a response. Lennie, never vigilant nor wary for he has no reason to be, is the first person that hasnt looked at her with fear in his eyes, for he is different; she has tried everything and seems doomed to failure everyone is repulsed, everyone resists her, everyone bar Lennie, and she latches onto him because of this. One day she catches him on his own and without George always looking over his shoulder. He is like an open book to her, and instantly accepts her for exactly what she is. She delights in finally finding someone who is such a perfect companion, who no longer draws back away from her in fear, but talks to her as he would anyone else. Despite what is first apparent, she simply wants to be with someone who listens. We learn that she once had a life, once had a chance and could have been somebody, been somewhere and just perhaps have got somewhere in life, but had it taken away from her through no fault of her own, but the unjust and unreasonable actions of another her own mother. To escape that, to escape a dead end and lonely life where one that should be so close to her takes her chances and dreams away from her, she married Curley and inadvertently runs into something much worse. She had a dream, found a chance and lost it thanks to a situation entirely out of her control, and things only go down hill from there. She is alone unable to do anything to escape the life that she now leads, no one is willing to talk to her, she is confined to the ranch and no longer has any chance of happiness, or simply of finding a friend. Yet again, a pursuer of the American Dream finds quite the opposite. She revels in Lennies companionship, temporarily feeling as if she were no longer alone in the world as Crooks did, and so tells him things that she has told no other, opening herself to him and finding that he accepts all that she says without doubt or uncertainty. However, as she learns of Lennies love for the touch and feel of soft things, she lets him closer without restraint or forethought, lets him touch and hold her hair. As she draws away in worry that her hair (and subsequently her looks) are being dishevelled, the one thing she believes herself to truly hold is mishandled, and so she pulls away, expressing her distress. Lennie panics and does the only thing that his simple mind can think of resist, and so he grips hold of her tighter, unwilling to let go, he is confused and frightened and understands nought of what is happening. He fears that if George were to find out that he had made someone unhappy and done wrong by them he would abandon and discard him, fearing disapproval if his actions were ever discovered; and so he clamps his hand over her mouth, hoping that none would hear the noise. He grips even tighter as she struggles all the more desperately in the pain that his awesome strength is causing her, and he jerks and shakes her body in response, in an attempt to silence her. In this he succeeds, but to an extent that he never intended he unwittingly breaks her neck. Yet again Lennie has caused great harm without ever realising it possible, and this time the outcome is greatly worse. She was always alone, always without somebody, even those closest to her appear to have wished against her happiness; John Steinbeck signifies this to us by never naming Curleys wife she was never important to the person, and the people, that she should have been. As soon as she finds someone that was conceivably different, perhaps wasnt like all the others, she takes it all too far too soon, without thinking of the consequences. As a result she loses everything. The story ends in the pursuit of Lennie, George goes after him with the other men for he cannot let them get to him first and it is here that we are reminded of Candys words upon his own companion, his pet dog, I ought to of shot that dog myself, George. I shouldnt have let no stranger shoot my dog. George finally catches up with Lennie at their meeting point where they stayed that first night before making their way onto the ranch. Lennie has been plagued by images and hallucinations from his past and his imagination, so distraught has he become over doing something so wrong and upsetting George in such a huge way, without ever intending to he managed to take away every hope the two had of achieving their dream all thanks to the pressure put upon him to do right by everyone, make no mistakes and allow none to hear of the rest, which leads to him causing more problems than ever before. George has Lennie imagine their dream once more, for that was always how Lennie was happiest imagining his future, escaping from the present. It is in this moment that George puts the gun to the back of Lennies head, and, fighting off his shaking hand, pulls down upon the trigger. He never wanted to, but he had to this was the only possible choice George could have made for the ultimately innocent Lennie, nothing he could do would have been easier, or better, for Lennie. George in doing so loses his one and only companion, every hope he ever had of being somebody and every hope of those around him that became a part of their dream all in that instant every hope was lost. Such is the despair that Candy finds it difficult to let go, he wants to continue the dream and to finish it, despite all which has happened, but he knows that is never possible now. Lennie was the one that held everything, everyone, together and gave them all hope and a chance, and now he was gone. The Withered Arm tells us a story of the ordeal of Rhoda Brook, her son, Farmer Lodge and his newly married wife, Gertrude, as Thomas Hardy chooses to constantly switch your attention, not concentrating on single characters loneliness and hardships, but that of four. We first meet Rhoda Brook working in the cow sheds, a milkmaid, and we instantly recognise how emotionally isolated and detached from others she is. As the other characters about her chat among themselves she chooses to remain apart, and uninvolved, from them all. We see how alone and different from the other simple farm hands she is, He hasnt spoken to her for years, whilst they talk about her and the notorious love affair she had with the Farmer Lodge and his recent marriage to a young lady not from nearby, but the city. She is one apart from the rest, not like them, and no longer does she care or worry over their words and thoughts of her. She remains impassive throughout the conversation and the others comments about her, She knew she had slyly been called a witch. Her physical loneliness and separation, probably much out of choice, is also elaborated upon as She milked slightly apart from the rest, as well as through the description of where she has chosen to live, their course lay apart from the rest. The truth about Rhoda and Farmer Lodges affair, now many years in the past, is widely known in the area. Long ago they were together and for unexplained reasons she was abandoned perhaps upon the realisation of Rhodas pregnancy. The very thing meant to bring a couple closer together and bring with it happiness and companionship may have brought completely the opposite for Rhoda. However, Farmer Lodge has developed very materialistic views, adhering and conforming to those of the society he lives in. Rhoda was below his class, below him, and he could never have been seen in a permanent relationship with her because of that society would never have accepted him. Another possible reason is that of Rhodas advancing years and waning beauty her age is closer to that of Lodges and so his materialism again pushes him away from her as he chooses to marry a young and still beautiful girl not long out of her teen.This is what he feels he must have the best. With the arrival of Gertrude Lodge the final brick is laid in the wall standing between Rhoda and her happiness, between her and Lodge and both of them and their son. We recognise instantly that Gertrude is neither country-born nor country-bred, and knows little of her new life and what lies ahead. From the beginning she is almost completely alone she is a young lady, highborn, and not long out of her teens, lady-like and beautiful, and there are none like her that she can communicate with. Gertrude worries much over others opinions of her, as she desires so much to be readily accepted into her new community. However, things are not to be all she could hope for, as she soon realises how alone she is to be as society separates her from the majority of those around her, thanks to the strict taboos on cross-class relationships and of a lady socialising with those of the lower class. When Rhoda learns of Gertrudes arrival she has her son discover ever detail and feature of the girl, sizing her up and comparing herself to Gertrude in her jealousy, for she believes that it should be she, not Gertrude, that Farmer Lodge should have married and is bitterly angry that he refuses to acknowledge their son and even what they both had between each other as anything but insignificant and irrelevant. The son that Rhoda and Lodge both had together is yet another great example of the loneliness that this story portrays as his mothers loneliness and emotional feelings merely add to that of his own. Hardy chooses to give him no name, as did Steinbeck with Curleys wife, emphasising how unimportant and worthless he is in the eyes of those that he should mean so much to. His father rejects him outright barely ever acknowledging his presence, He took no outward notice of the boy whatsoever, and when he does it is only as an inferior and one of no consequence as the boy is described as Just one of the neighbourhood. Even his own mother, with whom he has lived for all his years, is unconcerned with him, so obsessed and incensed with her own dilemma that she simply uses him as ammunition, and justification, of her right over others to Lodge. He is used as a spy upon Gertrude and Lodge by his mother, if not that then he is always at work upon one household duty or another, and despite all that he does none of it seems to satisfy his mother. He is barely ever given any affection at all, seemingly only useful for errands and chores that Rhoda cannot bring herself to do. Despite her anger over Farmer Lodges total lack of acceptance of their son, she too does much the same, and never realises the frustrations that he hides underneath as a result of this all, His mother not observing that he was cutting a notch with his pocket knife into the beech-backed chair. The son has no father figure to follow, but certainly not a good example, and his mother tries to set him one no better she doesnt even make the effort. Rhoda develops an obsession with Gertrude whom she has neither met nor even seen. Such is her fixation that one night she is visited in a troubled dream by an image, the distorted and repulsive impression of Gertrude that Rhoda has built up in her mind through her bitter jealousy. The figure thrust forward its left hand mockingly, so as to make the wedding ring it wore glitter in Rhodas eyes. This thing that Rhoda believes Gertrude to be taunts her, thrusting the proof of her marriage to Farmer Lodge before her very eyes the thing that Rhoda herself so covets and desires for herself. As the creature draws closer, Rhoda grips its arm in fright and hurls it to the floor. One day Gertrude visits Rhoda in her small house upon the hill, and Rhoda sees her for what she really is. Gertrude, in her loneliness in Lodges great manor house, comes to Rhoda for companionship, and in her she finds a friend. At first Rhoda is unresponsive, but slowly she begins to come round, to see through all the lies she has told herself all too often in her resentment at being alone. However, all is not to be so perfectly resolved, as we learn of Gertrudes arm the strange marks, like as that of fingers, upon the flesh and over time they gradually worsen and deteriorate. It looks almost like finger marksas if some witch, or the devil himself, had taken a hold of me there, and blasted the flesh. Gertrudes other sorrow becomes apparent as she too has realised the faith that the farmer puts into face value and beauty for she believes that he will begin to love her less if the arm does not heal as it should. As a result, over time, Gertrude begins to preoccupy herself and obsess about her arm as Rhoda did over Farmer Lodge and it continues to worsen. No one understands its nature, no one knows of a cure and Gertrude, stricken with worry and concern, turns again to Rhoda, following perhaps a maids, or a workers, advice, and the irony in this is how many would believe Rhoda to be the guilty party, the witch, cursing upon Gertrude and that she of all people would know her adversary best. Rhoda meanwhile says nothing upon the matter of the arm, merely inquiring upon it, hoping that it might recover. For Rhoda neither understands what effect she has had upon Gertrude, nor knows how she caused it much of the time she vainly tells herself that it is nothing but a coincidence. All the same, Rhoda apprehensively leads Gertrude across the hills and fields one day to Conjuror Trendle, a man renowned for powers that other people believe in more than he. He affected not to believe largely in his own powers and when warts that had been shown him for the cure miraculously disappearhe would say lightly, Oh I only drink a glass of grog upon emperhaps its all chance, and immediately turn the subject. Trendle lives many miles apart from other men, separated by their views and taboos of that society upon witchcraft and anything related. He has been cast away by their prejudices all because he has a talent that they neither possess nor understand, and they fear him for this. He merely uses what he has to help people as best he can, getting nothing but fear and aversion in return, and this he does for Gertrude too. Despite the rumours and whispers that people speak behind his back, he does what he knows to be best all the same rejecting the constraints of society for his own freedom, and in turn having much of it taken away. He shows to Gertrude the image of an enemy, the only one capable of causing such a blight, and Rhodas fears are to be realised as, despite Gertrude never telling her who the image she saw was, she never spoke to Rhoda again, never mentioned the arm and never called around her house, simply looking for a companion, again for now her unseen assailant had a face, that of Rhoda. Over a very short period their friendship began to break down very quickly, almost instantly as realisation had dawned upon Gertrude, and so she never saw anything of Rhoda, or her son, again for many years and eventually the two both slipped out of the community and were never seen again they were forced out by the fears of others, by Rhodas desires of things that were no longer hers to covet and by the entire community, for none really cared. Gertrude was now truly alone and without a single companion- her husband no longer even looked at her, such was his revulsion of the withering of her arm and displeasure at the fact that she had not even managed to produce him an heir in all their time together. Gertrudes beauty was waning as the full anguish of the arm and being so alone in the world assailed her. She became obsessed with the arm and the search for cures, attempting every crackpot remedy that she could find in her maddened struggle but none ever worked or had any effect. Driven into desperation by her husbands and societys demands for young ladies to be beautiful and perfect always, for Gertrude fears the rejection of her husband as Rhoda was rejected many years ago. In many ways this despair and incensed search for a cure drove even larger a void between Gertrude and her husband, for in the end it was both she and the arm driving him away, so obsessed did she become much thanks to the pressures and expectations of the world around her. Again she goes to visit Trendle in the vain hope that perhaps he will be able to cure her at last, however, this time she makes the journey alone showing just how much more lonely and separated from others she has become. Upon arriving she sees Trendle, now an old man and barely able to even leave his house he has lost even that little bit of freedom that life had allowed him and has absolutely no one but himself to rely on, and no one to be there when he dies. In his last days, Trendle tells her simply what had to be done he was too old to help now, she would have to cope alone with this task as always, but he could point her in the right direction. She agrees to all that he tells her, whatever it may be, such is her desire to again be beautiful for her husband again and to allow her to again conform to the views of those around her much the opposite choice to that of Conjuror Trendle. Gertrude must touch the body of an executed man just cut down from a hanging not dead for more than an instant so as to turn the blood of Gertrude and cure the withering of the arm. Finally, after many weeks wait the chance arrives and Gertrudes prayers, driven to wishing upon the death of a fellow man, are answered and she strikes up a deal with the old, isolated hangman, separated from others by the nature of his trade, who was not wholly unused to requests of her sort. The condemned that is to become Gertrudes saviour is a young man, charged of arson the burning down of an old warehouse. The young man was apparently simply in the wrong place at the wrong time, but an example had to be made to satisfy the people. On the allotted night, Gertrude goes to the hangman as planned, and he then leads her to the open casket and she pulls back the covering and touches the figure beneath. To her horror she sees it to be Rhodas own son the son of Farmer Lodge. Gertrude backs off in dismay and turns to discover both Rhoda and Lodge standing behind her. Rhoda shouts in anger and pushes Gertrude away from them both, for even now she still stands between the Farmer Lodge and their son once again as always Gertrude comes between Rhoda and Lodge, always in the way of Rhodas hopes, desires and always keeping her completely alone. Gertrude screams in fear and falls to the floor, for the shock and extreme stress, together with the draining nature of the arm finally get the best of her, for she has died. Her blood had been turned, but all too far. Here the story concludes, as Rhoda moves farther away and separates herself from the local community entirely yet again, totally alone thanks to her own bitterness. Even after her son is lost still nobody goes to pay their respects or offer their company she becomes even more alone than ever, all thanks to her own negligence. Farmer Lodge is also alone now, perhaps as he deserved, for his uncaring and selfish ways led to the grief of many and his dishonesty to the death of his wife for he broke his marriage vows that he made before God In sickness and in health. His wife is dead and his son is lost forever and with him any chance of ever having an heir to all his estate. In his despair Lodge sells all his farm and land and moves away only now do we realise how truly alone he has become, and all thanks to him, his materialism and conforming to what society dictates as to how he should live his life. He offers Rhoda an annual income, as an attempt at a final reconciliation but she never accepts it and none see her again. He loses everything and is doomed to die alone, leaving us later to discover that he has left all that is his to a reformatory for boys, showing how he did have thoughts and feelings regarding his son, but never had the strength to show them which is perhaps his greatest sin. Both Lodge and Rhoda isolated themselves from others and both are now even lonelier as a result of this. Gertrudes vanity may have played a part in her own undoing, represented by the extremes to which she was willing to go as she even wished for the death of a fellow man, guilty or innocent alike, but it was Lodge, and those around her, that drove her to such desperation and in the end she dies alone, above all emotionally, as her husband stands apart from her with Rhoda. The young son meanwhile, brought to his end by Gertrudes desperate wishing is always portrayed in Hardys novel as the innocent throughout, trapped between his two parents never being truly loved or cared for always alone and always innocent. Towards the end we assume that perhaps he has got involved in a youth gang. This leads to his later arrest at the crime scene showing that no father figure and role model at all would have perhaps been better than that of a bad and unloving one who rejects him outright, he may have been innocent but he never had anyone who would stand up for him. This rejection by his father and ignorant negligence on his mothers part leads to his tragic death, similar to that of Candys wife who also remains unnamed as they are never important to those that they should be, leaving both of them completely alone and hopeless. The unfortunate tragedy that we see at the end of each novel is but one of the many similarities between these two novels. As we begin, each story features two central characters, George and Lennie, Rhoda and Gertrude, around which the story unfolds. As they live their lives we are introduced to many others, each with their own individual problems and dilemmas besetting them. These unlikely friendships between our central characters ultimately end in a tragedy, first with one unknowingly causing great problems for the other and finally one must put the other out of their misery, and at the same time condemn themselves to loneliness and hopelessness yet again. In Of Mice and Men we see at the root of everyones problems the desperation to achieve and become somebody to find the American Dream. The society in which they have lived tells them that they are nothing without achievement, and they all agree for much of their sadness originates from this feeling of worthlessness. In George and Lennies case it drives them onwards, in search of their dream, but the others do not have the friendship that they each possess and have no hope of getting anywhere. Candy is old, crippled, with no hope of being able to work for something anymore and no hope of ever actually finding a companion as everyone deserts him each day. Crooks has nobody, he lost everything thanks to American society and the fact that the dream doesnt work if you are black, he is hopeless for all time. Curleys wife, a seemingly dangerous character of this story is isolated for just that. She has nobody bar her husband, who neither loves her nor listens, separated from others by both him and other peoples fear of the stigma that would ensure should they become her friend. She had her one chance at achieving something taken away from her many years ago. For Lennie the necessity to conform and do right by people is too much for him he can never understand and in the end this leads to his death. His fear of disapproval forces him to take a life without ever intending to. It is upon Georges shoulders to end the story, for there is only one possibility he must end all his hopes, condemn himself to being alone with his guilt, every chance that they had together and those around them found upon their arrival for he must take Lennies life to save him from misery. This pressure from American society and the unbending rules on what people should and shouldnt be causes so much dissatisfaction and unrest, leaving everyone feeling hopeless and alone, that they have been brought up to believe. They thought they had a chance, and they found nothing. The Withered Arm, on the other hand, is set in a world of tradition, of British society and its harsh social structure. In everyones mind there is desperation to conform to the rules and agree that unless you are upper class, or in the case of the women married, you are no one. Rhoda isolates herself from all others in her desperation to become someone, Farmer Lodges wife, and be counted and in doing so sentences herself to a life of loneliness, and starts much more for many others. For Gertrude there is a desperation to be what the materialistic views of those around her tell her to be, and in her search for this she ends up isolating her self even more than before. The young son, who nobody ever really looks to care for, there is isolation of a different kind and through no fault of his own. His parents never truly acknowledge him as their son and this ultimately ends in his tragic death. For Farmer Lodge, it is his materialistic conformism that causes many problems, and he isolates himself from all others in this story until the end, where it is he and Rhoda left and doomed to each be utterly alone for their sins.

Scene where Eddie kisses Catherine and Rodolfo Essay Example for Free

Scene where Eddie kisses Catherine and Rodolfo Essay In this scene Eddie comes home early from work because it is Christmas holiday. He is drunk and seems unsteady. He calls out to Beatrice to see if she is at home. Catherine enters the room you got home early she says knocked off for Christmas early he replies. Rodolfo then appears in the bedroom doorway, Eddie sees him and he is slightly shocked. This scene shows Eddies character to be quite angry. He loses his temper very quickly, he threatens Rodolfo and at one point you think he might actually hit Rodolfo. Eddie shouts very loudly at Catherine and he makes her cry because he doesnt usually talk to her in this way. He is usually very nice to her but lately since Rodolfo moved in, he has been very unsupportive of her and he is trying to get her to change her mind about him because Rodolfo is not like him. There is evidence of this when Eddie says he marries you hes got a right to be an American citizen. Thats whats going on here the guy is looking for a break, thats all. Eddie does not approve of Rodolfo because he has blond hair, he sings, cooks and he doesnt know how to box! Eddie thinks that all men should be physically strong, hard working and supporting his family. Eddie is more favoured towards Marco because he has the same qualities as he does. Eddie doesnt have anything in common with Rodolfo because he thinks Rodolfo is different and that he isnt right. Basically Eddie doesnt think Rodolfo is anything that a man should be. Eddie is not pleased to find Catherine and Rodolfo at home alone together. Catherine seems distressed and frightened at Eddies behaviour towards her. This is when she becomes rather tearful. Catherine is bold enough to stand up to Eddie but Eddie suddenly grabs her and kisses her on the mouth. Rodolfo jumps to Catherines rescue by yelling at Eddie and forcing him to let go of Catherine. Rodolfo then flies at Eddie in attack and then Eddie pins his arms, laughing and suddenly kisses him. Catherine is raged at Eddies behaviour; she is horrified by what he did. Rodolfo is rigid. Both Eddie and Rodolfo are like animals torn at one another and broken up without decision, each waiting for the others mood. The tensions being explored in this scene are the ones between Eddie and Rodolfo and also the tensions between Catherine and Eddie. Eddie kisses Catherine because he is sexually attracted to her. There is proof of this in the beginning of the play when Eddie says you been giving me the willies the way you walk down the street, I mean it. Kissing Catherine could be something that Eddie has been waiting to do for a while. Eddies obsession with Catherine is something he is not able to recognize or understand for himself. Instead he focuses all his anger and frustration on Rodolfo. Rodolfo has no responsibilities and has a more frivolous, light-hearted attitude towards life. If it is this that Catherine finds attractive about Rodolfo, Eddie finds it repulsive and unmanly. Eddie is suspicious of Rodolfos interest in Catherine; he thinks that Rodolfo only wants to marry her in order to gain American citizenship. In the play evidence is given to prove this point when Eddie says Katie, he is only bowing to his passport, he marries you and hes got the right to be a citizen! It becomes clear to Catherine that Rodolfos intentions towards are honourable and motivated by his love for her. There is evidence of this when she tells Eddie that hes got all kinds of respect for me. And you to! We walk across the streets and he takes my arm he almost bows to me! You got him all wrong. When you analyse the way in which Eddie talks, looks and acts towards Catherine gives you the impression that Eddie has feelings for her. Eddie has intense desires for Catherine and he wants to have a sexual relationship with his wife. This is shown when Beatrice says to Eddie when am I gonna be a wife again. Eddie makes excuses and says that he hasnt been feeling good since Marco and Rodolfo moved in. Beatrice thinks that Eddie doesnt find her sexually attractive anymore. It is shown when she says whats the matter Eddie, you dont like me heh? She asks whether something is wrong.

Advertising Strategies for Indian Customers

Advertising Strategies for Indian Customers Chapter 1 Introduction I think one of the major roles of any company whether in a domestic market or international market the role of a marketer is to create an awareness of the product among the general public and attract general customers. However good the product is, without knowledge of the product and desires for the customer on the product it is impossible to create a brand or a successful product image. And the best thing that a company can do this is by launching an effective advertising campaign that kindles the emotions of customers in all positive sense. Advertising is the simplest way of informing or drawing attention or telling a group of potential audience regarding the product or company. Advertising can take several forms and it’s the duty of the advertising department of that particular company to conduct the market research and decide what are the most important things that have to be concentrated while launching an advertising campaign. Based on the research I conducted and analysis over several authors I was able to obtain what was the main goal of advertising and what are the various factors that influence in advertising. The main part of my research was to find how culture has an impact on advertising and what are the various strategies that can be used by multinational companies while entering a country like India. As marketers how can we integrate various communication methods in order to produce an effective advertising campaign resulting in producing a successful product? The main purpose of this chapter is to give some details in research background. This chapter will also give information on research aim and objectives. And the main part of the research is how advertising strategies vary while entering India. In order to understand the environment of India a detail study was conducted and I have drawn the conclusion. 1.1 Research Background India is a large country which has a large population around 1.14 billion currently and rapidly growing and for any multinational company entering India the market share they might target can be never enough. However the country has 28 states with 18 languages recognised. Though English is the medium of education through out the country the next most widely used language is Hindi which also the national language of the country. So for any company entering India as to decide which part of the country they are entering into and which market segment they are planning to advertise and what language is used there. India can be divided into two parts the north and south. In north the language that is most popular are Hindi followed by Marathi and Bengali where as in the south Tamil, Telugu and Malayalam are spoken in different states so companies do not have only the need of creating an advertisement blending the cultural impacts but also catering the local needs of each and every particular region. India has become potential emerging nation since China makes an entry to join the World Trade Organisation. Geographic advantage is only one part of the factors that speed up the growth of the Indian economy. India, however, also has other factors that attract the interest of foreign investment, such as FDI attractiveness, cheap materials, the education rate and low labour costs. When foreign companies enter Indian market, mass advertisement does pay significant part in making a good sale. This is because advertising can persuade consumers to think about their own self-image, influencing them to follow the advertisement’s message. However, when entering a market like India, cultural factor is also important because customers in each culture have different tastes. As a result, marketers have to take into consideration standardisation and adaptation because local customers will have different advertising appeals. The company’s image also will have a great influence of the customer. Because the brand is contributed from the company’s image and based on the product and its brand appeal the advertising campaign can follow a standardised strategy or opt to choose an adapted strategy. But India has already mentioned is such a large country companies entering will have to work hard as they require to enter several countries in one country like India because of its diversity in languages, cultures and values. 1.2 Research Aim This research aims to develop effective advertising strategies for foreign firms when entering India market. 1.3 Research Objectives To understand factors that can influence Indian customers to remember advertisement To know under consumer behaviour of Indian customers To know the implications of adverting on consumer behaviour To what extent advertising has importance How cultural values are essential in advertising going international To make qualitative analysis of advertising across cultures 1.4 Various media channels in India According to my research 80% of the population above the age of 16 is exposed to some media or the other in India. Whether its students or kids or homemakers or proffesionals.There are various media channels in India and all of them are considered to be effective and the question comes how the company is going to distribute in various media and identifying which media would give the best result. The various media channels in India are Television, Press, Radio, Cinema, Posters/Hoardings, and Internet. When it comes to Television the company has to decide who they are targeting are they homemakers or kids or working professional or students. When it comes to television certain channels that the company can never let chance are in television are news channels and sports channels. When it comes to news channels there are several news channels how ever there are media networks which telecast in each regional state in their own language. The next is sports channels and India is country in which majority of the population watch television in order to watch cricket matches. Home makers in India are really interested in television and spend most of their time in watching serials and the various serial programs can be the target location for targeting home makers. When it comes to kids the kid’s channels is the best place. In the later part we will discuss the various television categories in detail. Similarly in newspapers and radio they can be categorized. However the whole campaign depends on the company to decide who they want to market their product and how they want to market it. 1.5 Role of Cultures in India When it comes to culture India is one of the oldest and the most unique country. Country is so large and with varied cultures it is very difficult to understand them very quickly. As a result India varies amazingly throughout the country when culture is concern. Different culture in different parts of the country north, south, north east all of them have their own distinct features. Every state has its own unique culture and with a country with 28 states it is not possible to cater the need of entire nation in respect to culture. India is the home of various ancient civilizations including four major world religions, Hinduism, Buddhism, Jainism and Sikhism. India is the home of various life styles, languages, cuisine and music. For example when we consider cuisine it varies from culture to culture within the same country and every cuisine is different from each one. Similarly music and dance itself is completely different from north and south. In north it is bhangara, Hindustani. Where as in the south it is bharatanatayam, folk etc.India is a nation of festivals with so much cultural diversity festivals are celebrated with lights, fireworks, prayers and rituals. So when any multinational entering has to study the culture of that particular region understand the culture and then try to impact the advertising. They have to analyze whether they product will be suitable for that culture without creating any issues. 1.8 Significance Scope of Study â€Å"The study undertaken fulfils the requirements of the research outlined in the dissertation objectives. The study attempts to highlight the theoretical concepts from the course work and correlates those concepts with the research conducted in order to comes up with an analysis on what are the advertising strategies for a multinational company while entering India and what are the cultural influences that must be concentrated in order to succeed Therefore a thorough research had been conducted with the help of questionnaire and secondary data.† My own work (2008) 1.9 Limitations of the Study â€Å" The major limitations of study is that advertising in a country like India has various effects on various targets and most of our respondents are students and the response we achieved are from a narrow group because with the time limit it is not possible to analysis the entire market because it is very broad. Most of the questionnaires where answered by age group ranging between 18-25 and they responses cannot be considered entirely because it is not possible to predict whether they answered what they meant. The data obtained was cross checked. But however the responses cannot be 100% accurate.† My own work (2008) 1.10 Structure of Dissertation The dissarteation is divided into five chapters inorder to make a detail analysis of how multinational companies can advertise while entering India. It gives a inroduction on advertisement and on India what are factors that should be concentrated and a brief description of the media.The second chapter gives the litreature review by introducting what is advertisement ,what are the ethics,how culture and advertisement must be blended.How to define objectives and what are the various advertising styles. The third chapter defines the research methods and how to determine various advertising strategies. Inorder to know this we have to understand consumer behaviour and needs. This chapter aims to represent research findings, which are described in descriptive fashion. The collected data are analysed on the basis of a comparative qualitative analysis, with related or similar studies. This is the final chapter of this research and it aims to provide recommendations and suggestion, explain limitations and produce proposal for further research. Chapter 2 Literature Review Introduction This chapter aims to discuss and analyse related theories and concepts of advertising. It also reviews and discusses research findings of similar studies. It is claimed that advertisements can lead to buying decision making and several studies have also stated that many customers believe messages in the adverts to be truthful and unbiased (Dotson Hyatt, 2005). Today’s advertising requires a detail analysis of the target consumer and the advertisement must reach the customer in an effective way that it relates with him/her and stands out of other products. The main goal of advertisement according to my research is it is not to show that it’s better than others but how different it is which makes it stand out in the crowd. The product has to emotionally touch the customer in order to make the customer a real differentiation to cut through the rest and reach the target. There are several challenge that advertising face today but according to a study by Kroeber-Riel (1990, cited in Appelbaum and Halliburton 1993) in Germany, as much as 90 per cent of the information provided to consumer is ignored. They argue that advertising will need to capture the consumer’s attention and deliver the message in an original way that will enable the consumer to remember and identify with both message and the brand. According to Bullimore (1995) ‘without advertising, we would not have brands or innovation, consumer choice, value for money or our diverse media’. In order to understand the role of advertising we have classify advertising on for types, they involve in identifying our target audience for example when chocolate companies such as Kit Kat are advertising they must target mainly kids the next one is what is the purpose and next one is the media used whether it is television or radio or newspapers or magazines or cinema or any combination of them. And the last classification is based on the geographic area that it needs to address. 2.1 Definition of Advertising According to Phillip Kotler (2003), advertising is the most popular marketing communication tools because it is widely used in all business sectors. Terry Flew (2002), defined advertising as: â€Å"The way in which the mass media in all of their forms affect the way the audiences act and behave in their daily lives. The forms of media include television, films, songs and other similar forms.† (Flew 2002, p. 12) Under the concept developed by Kotler, key advertising instruments consists of both print and media adverts, such as print and broadcast adverts, audiovisual material, package-outer, brochures and booklets, billboards, display signs, symbols and logos, motion pictures, posters and leaflets, videotapes and reprint of adverts. However, in the recent years, a rapid development of technology has implications on the growth of media and advertising (Grips, 2002). A research showed that new forms of media, such as DVD and the internet changes the way people consume media or advertised products and services. The fast development of media has raised a question on the issues of media influence affect on attitude and belief of customers. Inoculation model is one of the popular passive audience theories, explaining that upon being exposed to advertising’s messages, viewers become instantaneously immune to them. The concept of inoculation model was used to examine the effect of advertising message on consumer behaviour by many researchers. One of the interesting studies was carried out by Karen Hartman (2000) who presented a snapshot of researched published between 1990 and 1999 and studied negative political advertising, mainly in the US. Hartman used showing themes, such as typologies, effects of negative advertisements, media coverage of political campaigns and the actual candidate behaviour, to categorise the literatures. Research finding indicated that a long term exposure to negative message can effect the perception and attitude of the viewers towards politicians and political parties. 2.2 Consumer’s attitudes towards advertisement In my research I understand that consumers are more favourable than unfavourable towards advertising. They not only recognise the negative effects but also the positive economic impact f advertising industry. Advertising is a method in which companies can motivate a consumer in making a decision. Because the advertising if effective can create a connection and help the consumer to take a decision quickly and easily. According to Abernethy and Franke (1996) argue that the evidence on consumer attitudes toward advertising shows that consumer prefer advertising that helps indecision making. Providing information that differentiates a brand from its competitors tends to increase commercial recall, comprehension and persuasion. They cite a 1995 study by Ducoffe that found information in advertising to be the single factor most strongly correlated with overall advertising value. Their review of audience perceptions of commercials revealed the informative/effective factor to be the best predictor of ad likeability and brand attitudes. Their summary is that advertising information is an important influence on consumer’s responses to both the ad and the brand. The Advertising Standards Authority Report (Ford-Hutchinson and Roth well 2002) similarly identified a series of consumer attitudes towards advertising and confirmed many of the previous studies: Advertising is everything with a name on it. As noted earlier, from the consumer perspective, the term ’advertising’ encompasses every piece of brand, product or service communication. It obviously includes the key media of advertising but also other aspects of ‘selling’ such as direct mail, door drops, the internet branded clothing, sponsorship, branded text messages and even telephone sales. Life without advertising would be dull. Advertising is part of the environment. For some mainly older respondents, there is perhaps, too much advertising, but the majority embrace it as part of life. They indicate that without it there would be less information, entertainment and street colour, and less to talk about. Advertising is an indicator of business health Advertising has got better. It is felt to be cleverer, more reflective of real life, more entertaining and more tuned to different targets. Consumers are concerned about ‘untruthful truthful advertising’, advertising that dose not lie, but is economical with the truth. It mainly concerns the advertising of financial products that highlights substantial benefits but is vague about risk or downsides. It is epitomised by advertising for accident claims companies consolidation of debts and loan offers. Overall the regulatory bodies were felt by the public ‘to be doing good job’. However, in the area of untruthful, truthful advertising’ it was felt that ‘they’ should be more active, invasive and controlling in order to protect consumers. 2.3 Ethics of Advertising In 1972 William Franken (cited Zinkhan 1994) defined ethics as a set of moral principles directed at enhancing societal well-being. He sub divided this into moral principles: beneficence-which concerns doing good; and justice-which is the practice of being fair. Bush and Bush (1994) defined ethics as ‘just or right standards of behaviour between parties in a situation, based on individual moral philosophies’ Another major problem in advertising is to understand the ethics any thing that is said to be right or wrong must be accepted only if they are justified. Zinkhan (1994) acknowledges that when making these difficult moral choices there are many places to turn for guidance including personal conscience, company policy, industry standards, governmental law or regulation, and organised religion. Any advertising that is said to be not following the ethics are those that have significant harmful effects for section of people. Robin and Reidenback (1998) take a much broader view of ethics in marketing communications and point out the degree to which the basic functions are seen to be ethical or unethical they suggest that advertising, in particular, must be measured within an understanding of our history the time in which they are applied their context, the expectations of society the requirements of capitalism and our best understanding of human behaviour 2.4 Advertising Culture Culture is the main factor influencing consumers to develop perception toward brands and products (Maxwell, 2001). A study investigated homogeneity versus heterogeneity of global consumption, emphasising on culture price/brand effect model of middle class consumers in the US and India. The main purpose of the study is to compare the consumers of developing countries to those in industrial nations as well as comparing culture differences of the two nations and see whether it affect the way customers perceive. Research finding indicated that consumers in India have a lower perception toward brand than that of consumers in the US. It showed that Indian consumers need to be convinced of standardised quality. And the differences between Americans and Indians influence how price and brand affect their buying decision making. Indians appeared to be tougher consumers to whom to sell as compared to American buyers. This research finding signifies that cultural differences influence the way people think, implement and interpret. Thus, it can be assumed that marketers must take cultural factor seriously when entering Indian market because consumers in India need to be convinced of standardised quality. In addition, when companies go across border, adaptation should be considered. Marketers can use the same strategies from home when they entering foreign markets, but this tactic may business goal Discussed in an article, focusing on positioning of products in foreign markets; it claimed that it is logical that consumers would react differently to different categories of product. Marketers must understand consumers’ perceptions of international, national and private brands because it enable them to know consumer needs and to position products better against the background ofdifferences in product quality, price, prestige, and the like. Therefore, to positioning the products and service in overseas market effectively, firms must understand different demands of consumers in different countries (Ghose Lowengart, 2001). 2.5 Advertising Objectives Advertising objectives are to be decided at the beginning of any advertising campaign. Objectives are measurable and defined clearly. The advertising must be designed in way that it can achieve its goal. For example it can developed in order to bring a product awarness,product launch,brand choice,image change or some other aspect of advertising communication.Objectives should be always precise and narrow and they must be developed in a limited set of targets. Creating wide objectives to be attained within a short span of time and limited but will make the advertising campaign loose its effectiveness. According to Murphy and Cunningham 1993 ‘Advertiisng objectivees are simply statements describing what is to be accomplished by advertising to capitalise on opportunities and/or overcome problems facing the adveriser during the planning period’ Many investors think the amount spent on advertising would directly produce the sales which according to the research is not true. Because sales achievements are not only related to advertising because lack of performance in some other areas will also result in the goals not being achieved. But inorder to achieve the sales target advertising plays a important role but the argument is advertising alone cannot achieve sales targets. According to Pincott 2001 there are many statements of advertising objective and,whilst the following list is not exhaustive ,it indicates the type of objectives that might be set for an advertising campaign. Awareness and saliency: Raise the profile of the brand by x per cent; Build awarness of brand by x per cent; Make consumers aware of brand’s promotion; Drive saliency; Raise awarness of the brand at launch; Educate the consumer of the benefits of the brand; Reinforce perceptions; To maintain the brand positioning Revive brand relevance and appeal; Reflect the size and status of the brand; Remind current and lapsed users that the brand; Build on past brand strenghts and remedy perceptual weakness; Enchance the special regard with which the brand is held; Change perceptions; Reposition the brand; Encourage reassesment of the brand To express the brand values in contemporary manner: Change the basis of consumer evalations of the product caregory; Change behaviour; Encourage increased use of the product; Gain trial; Get kids to ask Mum for the brand; Increase penetration of the brand amongst(a defined target group). As mentioned above there can be various objectives but it is most appropriate for the company and the marketers to decide what they want achieve and within what time.For example a company launching a business mobile can clearly decide that its target audience are business people and decide their goals.The more appropriate the Use of Market Research in India Rit Cifton(1997) has defined internation advertising as an approach ‘seeking a common perspective across markets†¦.but not in as ambitious a way as global advertising which seeks to standardise as much as possible’.Without market research it is impossible to forecast the future. The various reasons for market research is to determine the availability and relevance of media channels in India. What are the most effective influence of media in consumers mind. What is the fastest way of reaching the consumers and what is the most effective. Marieke de Mooij(1991) argues that:’Advertising to be effective,must derive from and be part of a culture sharing the language and values of the target audiences.’It is possible to stand out this by developing global themes. Advertisers have a main question of whether standardising or adapting their strategy and when they have answer this they have to analayse their product and determine how it can relate to their target audience.In India the advertising propositon must be targetted with a multi-lingual perspective from the outset.Good advertising avoids subtitles .Different regions require different costume for example a ad featuring in north india requires a number different features than that require in India for example it potrays a family in North India it has show different in style of wadrobe,house and how they talk to audiences down south. When a advertisement has to be translated from one language to a nother it can be done quite easily and it requires a lot of space. The cuisine differs from region to region and state to state in India can vary. Advertising literacy is very important. Mary Goodyear (1996) differentiates the components of advertising literacy in the following table: THE COMPONENTS OF ADVERTISING LITERACY LOW CONSUMERISATION HIGH CONSUMERISATION Product attributes Product Benefits Focus on products Focus on usage Rational Emotional Realistic Symbolic Fact Metaphor Makers’s language Brand language Salesperson Consumer Packshot Consumption Left brain Right brain Selling buying Source:Goodyear 1996 Statements used in one country as humourous can be very critzing in another country. India Therefore proper analysis of culture ,languages and colours are very important. For example several colours have different meaning in India.The value of research in the international context as said by Bannister et al.1997 The value of research in the international context Source:Bannister et al.1997 Research ↓ Position→Emotional or informative ↓ Appeal→Romance,sex,social reward,etc ↓ Tone →Humour,soft sell,narrative,etc ↓ Advertsing concept→ Format→ cartoon,slice of life,music ↓ Media Role of colors in India India a land colors different colors mean different meanings through out the country. In peoples mind colors are associated with festivals,occasions,religions,happiness,lifestyles and beliefs. Being a vast country the same color can be associated with different meanings in different part of the same nation . What I have tried is to consolidate and come to general view of colors and how their associated with the mind of the people. Inorder to anlayse this certain color are accepted as total different meanings in different cultures. When we consider the color red it indicates power,happiness and fearless.In most wedding the red is used for decoration because it indicates happiness and prosperity where as the same color red in southern part of India is accepted as a violent and very dangerous.In India once a girl gets married she is suppose to keep a red powder on her forehead indicating that she is married.The colour black is usually a color which the product could better stay away from because in India Black is regarded as evil color. It represents negativity and darkness. Yellow is a color which is usually associated with herbs , yellow which is associated with turmeric which is used for ladies and kids which they apply on their faces to give them a brighter appearance and take all the dirt away it indicates cleaniness ,purity and sancity.Every religion as a color associated with them for Hindus the color that reperesents gods are usually red and blue. Because blue is represent by Lord Krishna and red is the symbol of Goddess Durga. Where as the majority of the people following Islam their sacred color is green. White is a color in most part of the nation which indicates loss of happiness. It is usually allowed to wear in funerals. A widow wears a white dress to indicate that she has lost her loved one and she will stay from the happiness and joy here after.But some people also regard white as divine and purity.Contrary to the West where heritage and richness is showed by purple in India pink potrays royality. Being such a large country a color need not have the same meaning in every part of the nation but the role of the company is to analyse the consumers mind set and ho