THE GLOBAL BRANDING OF STELLA ARTOIS Case Study Example | Topics and Well Written Essays - 500 words

THE GLOBAL BRANDING OF STELLA ARTOIS - Case Study Example This number is exceptionally low contrasted with different businesses, for example, tobacco, alcohol, and soda pop enterprises. In this manner, it would be proper for Interbrew to make the most of this open door by building up a worldwide brand and venturing into business sectors that are unexplored by obtaining brewers in both developing and develop markets. Stella Artois is absolutely the best leader brand for the organization. Right off the bat, it is obvious from the case that the brand is doing outstandingly well in the worldwide market. For example, the worldwide volume of Stella Artois rose by 97 percent somewhere in the range of 1992 and 1999, which was amazing thinking about the degree of rivalry (Beamish and Goerzen 108). Stella Artois likewise fills in as the best worldwide lead brand since it has set up great notoriety in the European market and past. As indicated by the case, Stella Artois is viewed as the â€Å"European premium lager,† which unmistakably shows how well the brew has been gotten in the European market. In this way, as much as Stella Artois has endured in one manner or the other, it despite everything fills in as the correct lead brand for the organization. Interbrew’s move to concentrate its systems on urban communities as business sectors rather than nations has various preferences. Initially, the technique is helpful to the organization as in it permitted Interbrew the chance to offer the correct preparing to its staff. Furthermore, the system was invaluable since it guaranteed that Interbrew got wide media inclusion. Thirdly, the technique guaranteed that Interbrew increased more profit for advertising and advancement speculation. Moreover, the technique seemed worthwhile to the organization since it empowered the organization to deal with showcasing and conveyance (Beamish and Goerzen 114). Different points of interest related with the technique incorporate improving brand mindfulness in the urban areas. Be that as it may, the technique was additionally connected with various drawbacks, including constraining the brand

Environmental Security Essay Example | Topics and Well Written Essays - 1500 words

Ecological Security - Essay Example Ecological Security Despite the fact that there are different definitions proposed continuously Project, they have been positioned by significance, importance and culmination. In light of such positioning the best definition so far that has affirmed by researchers is â€Å"Environmental security is the relative open wellbeing from ecological risks brought about by characteristic or human procedures because of numbness, mishap, bungle or plan and beginning inside or across national borders† (Chourou, 2011, p.373). In the worldwide level, different viewpoints have been perceived as potential security dangers in the following ten years. Human commitment is a significant component since populace development is progressively making lopsidedness in the biodiversity. Also, environmental change is turning into a grave issue more for carelessness by people than its indication. Besides, overpopulation is quickly making food and water shortage alongside tainting of air and seas (Chourou, 2011, p.373). Condition security has today become a worldwide concern, and it has pulled in the consideration of the security network. Accordingly, the included entertainers achieve the undertaking of hazard assessment and it has been settled upon that environmental change causes potential perils. The US security network stays occupied with assessing each possibility and as needs be arranging viable arrangements. Condition is one significant issue that is quickly picking up noticeable quality with regards to resistance arranging. The utilization of military devices for ecological hazard appraisal is exposed to reactions since these instruments are power situated.

The Transatlantic Slave essays

The Transatlantic Slave papers From the 1520s to the 1860s an expected 11 to 12 million African men, ladies, and kids were persuasively set out on European vessels for an existence of bondage in the Western Hemisphere. A lot more Africans were caught or bought in the inside of the mainland however a huge number kicked the bucket before arriving at the coast. Around 9 to 10 million Africans endure the Atlantic intersection to be bought by grower and dealers in the New World, where they worked basically as slave workers in estate economies requiring a huge workforce. African people groups were moved from various seaside outlets from the Senegal River in West Africa and several exchanging locales along the coast as far south as Benguela (Angola), and from ports in Mozambique in southeast Africa. In the New World slaves were sold in business sectors as far north as New England and as far south as present-day Argentina. The Early History of European Trade with Africa The showcasing of individuals in the inside of Africa originates before European contact with West Africa. A Trans-Saharan slave exchange created from the tenth to fourteenth century which included the purchasing and selling of African prisoners in Islamic markets, for example, the zone around present-day Sudan. A larger part of those oppressed were females, who were bought to fill in as workers, horticultural workers, or mistresses. A few prisoners were likewise dispatched north over the deserts of northwest Africa to the Mediterranean coast. There, in slave markets, for example, Ceuta (Morocco), Africans were bought to fill in as hirelings or workers in Spain, Portugal, and different nations. By the mid-1400s, Portuguese boat commanders had figured out how to explore the waters along the west shoreline of Africa and started to exchange straightforwardly with slave providers who constructed little exchanging posts, or production lines, on the coast. European shippers were consequently ready to go around the trans-Saharan troop slave exchange. The slave exchange to Europe started to diminish in the late 1400s ... <!

Learn About Anaïs Nin, Novelist, Diarist

Find out About Anaã ¯s Nin, Novelist, Diarist Anais Nin was conceived Angela Anais Juana Antolina Rosa Edelmira Nin y Culmell in France on February 21, 1903 and passed on January 14, 1977​. Her dad was the author Joaquin Nin, who experienced childhood in Spain yet was conceived in and come back to Cuba. Her mom, Rosa Culmell y Vigaraud, was of Cuban, French, and Danish parentage. Anais Nin moved to the United States in 1914 after her dad abandoned the family. In the United States she went to Catholic schools, dropped out of school, functioned as a model and artist, and came back to Europe in 1923. Anais Nin contemplated analysis with Otto Rank and quickly rehearsed as a lay specialist in New York. She contemplated the speculations of Carl Jung for a period also. Thinking that its hard to get her sensual stories distributed, Anais Nin helped discovered Siana Editions in France in 1935. By 1939 and the episode of World War II she came back to New York, where she turned into a figure in the Greenwich Village swarm. A cloud artistic figure for a large portion of her life, when her diaries kept since 1931 started to be distributed in 1966, Anais Nin entered the open eye. The ten volumes of The Diary of Anaã ¯s Nin have stayed well known. These are more than basic journals; every volume has a topic, and were likely composed with the purpose that they later be distributed. Letters she traded with personal companions, including Henry Miller, have likewise been distributed. The prevalence of the journals got intrigue her already distributed books. The Delta of Venus and Little Birds, initially written during the 1940s, were distributed after her passing (1977, 1979). Anais Nin is known, too, for her sweethearts, who included Henry Miller, Edmund Wilson, Gore Vidal and Otto Rank. She was hitched to Hugh Guiler of New York who endured her undertakings. She additionally went into a second, bigamous union with Rupert Pole in California. She had the marriage repealed about the time she was accomplishing increasingly across the board acclaim. She was living with Pole at the hour of her passing, and he saw to the distribution of another version of her journals, unexpurgated. The thoughts of Anais Nin about manly and female natures have impacted that piece of the women's activist development known as contrast woman's rights. She disassociated herself late in her life from the more political types of woman's rights, accepting that self-information through journaling was the wellspring of individual freedom. Halfway Bibliography - By Anais Nin Festivity! with Anais Nin.Cities of the Interior. Paperback. 1975.Collages. Jean Varda, artist. Soft cover. 1964.Delta of Love: Erotica. Paperback. 1989.Fire: From a Journal of Love, the Unexpurgated Diary of Anais Nin, 1934-1937. Paperback. 1996.The Four-Chambered Heart. Paperback. 1974.Henry and June. Soft cover. 199

Design Development and Rationale - Free Essay Example

5.) CHAPTER 4: DESIGN DEVELOPMENT AND RATIONALE. OBJECTIVE Aim to dissolve the negative connotations regarding the PEP brand because of their affordable prices. PEP makes their market, which is lower and middle class people feel lower and middle class instead of making their customers be brand proud. Make PEP a more à ¢Ã¢â€š ¬Ã…“Africanà ¢Ã¢â€š ¬Ã‚  brand , seeing that it has been around since the 1950s, and has evolved with Africa. The aim is to showcase through design that Pep has a strong foundation in the retail market . Through using the most stable geometric shape, which is the triangle I strive to represent Pep visually as a strong brand, and also illustrating that the only direction Pep has to go, which is up. SOLUTION Rebrand the PEP image so that the lower and middle class can feel upper-class. And that it is also more true to Africa, seeing that it is Africaà ¢Ã¢â€š ¬Ã¢â€ž ¢s biggest retailer. Show through the branding methods that Pep is already a reliable and stable brand, and that they can attract more customers than they already have. Rebrand to extend customer base, as well as to make existing customers proud the be part of the whole PEP experience. Rebrand to make customers not only feel good towards the brand but also to ensure that they live with dignity and pride, which according to PEPs mission statement à ¢Ã¢â€š ¬Ã…“PEPà ¢Ã¢â€š ¬Ã¢â€ž ¢s customers are remarkable people who, on a very small budget, make it possible for their families to live with dignity and prideà ¢Ã¢â€š ¬Ã‚  strive to do. Communicate in a universal manner so that there is as little possible of a language barrier as to their sections and flow in store ( Home, Clothing, Cellular etc) Illustrate the ongoing adaptability and transformation which is necessary to showcase a strong brand. THE MARKET Market Segmentation Place- PEP is thebiggestsingle brand retailer in Africa. Age- applicable for all ages. Aged 13 and up. Gender- Male and Female Income Class- Lower to middle class Character Description clothing and footwear, PEP sells homeware, FMCG(Fast-moving consumer goods), cellular and airtime products PEP is thebiggestsingle brand retailer in Africa PEP aims to help its customers to look and feel good PEP operates a lay-bye system to help customers plan their purchases PEPà ¢Ã¢â€š ¬Ã¢â€ž ¢s customers are remarkable people who, on a very small budget, make it possible for their families to live with dignity and pride PEP owns a clothing factory in Cape Town that manufactures most of its school wear. Teenagers: Young people donà ¢Ã¢â€š ¬Ã¢â€ž ¢t feel good when they have to wear PEP clothing. At a certain age kids become brand conscious, thus wearing affordable clothing because it suits their parentà ¢Ã¢â€š ¬Ã¢â€ž ¢s pockets becomes a problem for them because they feel they have a certain à ¢Ã¢â€š ¬Ã…“imageà ¢Ã¢â€š ¬Ã‚  to maintain. Kids: Parents buy their younger children more affordable clothing because children are still growing, thus buying expensive clothing for their children seems irrelevant because they will outgrow it in a matter of a few months. Adults: Adults buy PEP products because of its affordability, not because of the brand. Through making PEP a more up-to-date and unique brand people would talk and share their experience, thus making them brand proud. DELIVERABLES Rebrand PEP retail store with applicable design elements Communicate in a universal manner so that there is as little possible of a language barrier, and bind Africans in the best shopping experience on a budget Shop interior space and flow Shop accessories display stands Create a video to promote the new brand that conveys who PEP is and what they do Create a TV advert to promote specials with regards to the new look and feel of the brand. Updated website Brand roll out LOOK AND FEEL The idea for the rebrand look and feel is to ride on the idea that PEP is the biggest retailer in Africa. The main design element will be the triangle. The triangle will serve to give more substance to the brand, through in some form and manner showing that the triangle can be used to construct different shapes my main goal is to illustrate that the Pep brand is growing, transforming and expanding. In the rebranding process I will also try and incorporate appropriate imagery to improve the way finding in the store. The overall aim is to ensure that people enjoy the shopping experience. 5.1) Pep Letà ¢Ã¢â€š ¬Ã¢â€ž ¢s have a look at a well-known brand before we discuss the rebranding processes according to Dr. John Kotter and David Aaker. Pep is South Africas best known chain of retail stores. They offer a variety of durable family clothing, footwear, household goods and cellular products to Africans from all walks of life with a particular focus on the very poor. The company employs 9000 people, and had a turnover of R2.2 billion and an operating profit of R118 million in the fiscal year ending June 2000. The brand that started in early 1950 created a new store experience for todayà ¢Ã¢â€š ¬Ã¢â€ž ¢s modern South Africa. The store was the first white run establishment to cater to the black culture, it allowed black customers to see and touch products before they purchased them. He also created dressing rooms that would be used by both black and white cultures. Thus Pep is a leading brand in change, and is a very important brand in the South African culture, that bridged d iversity way before the apartheid era ended. The name Pep is used because it is easy to remember and it is easily pronounced and read in all South African languages. Pep means vigour, zest and energy. After Africaà ¢Ã¢â€š ¬Ã¢â€ž ¢s first democratic election in 1994 Pep had already dominated the cheap retail brand, and they had already catered to all cultures in South Africa. But Pep had become complacent in its middle age and was unprepared for all the changes that came with the democracy. Pepà ¢Ã¢â€š ¬Ã¢â€ž ¢s target audience was lost, they were no longer interested in cheap retail clothing, instead now they focused on trendy bars, credit cards, home loans etc. Thus Pep had to start doing some serious brand management. In 1998 Andre Labuschaigne was the new managing director of Pep. According to Labuschaigne If you tell your people where to go, but not how to get there, you will be amazed at the results,à ¢Ã¢â€š ¬Ã‚  He was appointed to make the changes necessary with reg ards to the Pep brand and also to demoralized staff who had watched the company decline for half a decade. So how did they manage to get Pep back in the market and prevent the downwards spiral that pep was heading towards really fast? Not through undergoing a rebrand but rather through: Motivating the staff through numerous communication media: face to face meetings, workshops, email, videos, conferences, monthly information sessions, newsletters and regional and national conventions. Sikhula Kun Ye (we are growing together) it the motto he used that would permeate every aspect of Pep culture. The staff was encouraged to greet each other with a customary high five. New uniforms were issued. Pep also embarked on a retraining program and staff members who made a difference in sales and morale were called Dynamos. Labuschaigne said: By involving all our people in formulating our vision, mission and value system, we got a lot of people on board and they helped to create the change. All future programs stem from Sikhula Kun Ye. He says that the key to brand management is to identify strengths and true values, involve people, shape a dream for them and relentlessly stick to this dream by doing everything, every day to achieve just that. A few important aspects the Pep brand rides on is that they are strong a contributor to black empowerment, they sell reasonability priced clothing, they are Africaà ¢Ã¢â€š ¬Ã¢â€ž ¢s biggest retailer, and that they have breached a gap in the market before it was even identified. 5.2) Consumer Behaviour It is important to have a look at consumer behaviour when considering a rebrand. There are a lot of facets when it comes to the term consumer behaviour, but we are going to focus on the more relatable categories that have connection to not only rebranding but with the two brands, Cell C and Lion Lager, we are discussing. 5.2.1) Self and the self-image Consumers have a variety of enduring images of themselves. These images or perceptions of self are very closely associated with personality in that individuals tend to associate themselves with a brand whose images or brand personality relates in some meaningful way to their own self-image. In essence, consumers seek to depict themselves in their brand choices; they tend to approach brands with imagery that can enhance their self-concept and avoid those that do not. (Consumer Behaviour; Leon G. Schiffman, Leslie Lazar Kanuk, pg. 172) Thus with regards to the rebranding of Cell C and Lion Lager, they had to ask themselves not only what the brands image currently is and what they want the brand image to be, but what they want the consumers to experience when making use of their products and service, and what type of people they want to attract. This then links up to your first initial steps of branding with your companies market segmentation. (Consumer Behaviour; Leon G. Schiffman , Leslie Lazar Kanuk, pg. 172) 5.2.2) Perceptual distortion Individuals are subject to a number of influences that tend to distort their perceptions. Physical appearance: People tend to attribute the qualities they associate with certain people to other who may resemble them, whether or not they consciously recognize the similarity. For this reason, the selection of models for print advertisements and for television commercials can be a key element in their ultimate persuasiveness. (Consumer Behaviour; Leon G. Schiffman, Leslie Lazar Kanuk, pg. 173) Stereotypes: Individuals tend to carry pictures in their minds of the meaning of various stimuli. These stereotypes serves as expectations of what specific situations, people or events will be like, and they are important determinants of how such stimuli are subsequently perceived. (Consumer Behaviour; Leon G. Schiffman, Leslie Lazar Kanuk, pg. 173) First impressions: First impressions tend to be lasting; yet in forming such impressions the perceiver does not yet know which stimuli are relevant, important, or predictive of later behaviour. (Consumer Behaviour; Leon G. Schiffman, Leslie Lazar Kanuk, pg. 173) Jumping to conclusions: Many people tend to jump to conclusions before examining all the relevant evidence. The consumer may hear just the beginning of a commercial message and draw conclusions regarding the product or services a certain brand provides. (Consumer Behaviour; Leon G. Schiffman, Leslie Lazar Kanuk, pg. 173) Halo effect: Historically the halo effect has been used to describe situations in which the evaluation of a single object or person on a multitude of dimensions is based on the evaluation of just one or a few dimensions. Consumer behaviourists broaden the notion of the halo effect to include the evaluation of multiple objects on the basis of evaluation of just one dimension. (Consumer Behaviour; Leon G. Schiffman, Leslie Lazar Kanuk, pg. 173) 5.2.3) How consumers handle risk Consumers characteristically develop their own strategies for reducing perceived risk. These risk-reduction strategies enable them to act with increased confidence when making product decisions, even though the consequences of such decisions remain somewhat uncertain. Some of the more common risk-reduction strategies are discussed in the following sections. (Consumer Behaviour; Leon G. Schiffman, Leslie Lazar Kanuk, pg. 174) 5.2.3.1) Consumers seek information: Consumers seek information about the product and product category through word of mouth communication, from salespersons, and from the general media. They spend more time thinking about their choices and search for more information about the product alternatives when they associate a high degree of risk with the purchase. This strategy is straightforward and logical because the more information the consumer has about the product and the product category the more predictable the probable consequences and thus, the lower th e perceived risk. (Consumer Behaviour; Leon G. Schiffman, Leslie Lazar Kanuk, pg. 174) 5.2.3.2) Consumers are brand loyal: Consumers avoid risk by remaining loyal to a brand with which they have been satisfied instead of purchasing new of untried brands. High-risk perceivers, for example, are more likely to be loyal to their old brands and less likely to purchase newly introduced products. (Consumer Behaviour; Leon G. Schiffman, Leslie Lazar Kanuk, pg. 174) 5.2.3.3) Consumers select by brand image: When consumers have had no experience with a product, they7 tend to trust a favoured or well-known brand name. Consumers often think well-known brands are better and are worth buying for the implied assurance of quality, dependability, performance, and service. (Consumer Behaviour; Leon G. Schiffman, Leslie Lazar Kanuk, pg. 174) 5.2.3.4) Consumers rely on store image: If consumers have no other information about a product, they often trust the judgement of the merchandise buyers of a reputable store and depend on them to have made careful decisions in selecting products for resale. Store image also imparts the implication of products testing and the assurance of service, return privileges, and adjustments in case of in case of dissatisfaction. (Consumer Behaviour; Leon G. Schiffman, Leslie Lazar Kanuk, pg. 175) 5.2.3.5) Consumers buy the most expensive model: When in doubt, consumers often feel that the most expensive model is probably the best in terms of quality that is they equate price with quality. (Consumer Behaviour; Leon G. Schiffman, Leslie Lazar Kanuk, pg. 175) 5.2.3.6) Consumers seek reassurance: Consumers who are uncertain about the wisdom of a product choice seek reassurance through money-back guarantees, government and private laboratory test results, warranties and pre-purchased trails. (Consumer Behaviour; Leon G. Schiffman, Leslie Lazar Kanuk, pg. 175) 6.) CONCLUSION. After studying David Aakerà ¢Ã¢â€š ¬Ã¢â€ž ¢s Brand equity model, as well as Dr John Kotters 8-Step Process for Leading Change it is clear why the brands discussed succeeded and failed. 6.1) Cell C. Throughout the rebranding process they kept their vision insight, which is a very important component of not only any rebranding effort but also the brand identity in general. This can be gathered through Dr John Kotters 8-Step Process for Leading Change Developing a change vision as mentioned earlier More than often the vision is part of the bigger picture which includes strategies, plans and budgets, thus a vision in a rebranding process is quintessentially important. A good vision can demand sacrifices in order to create a better future for all of the enterpriseà ¢Ã¢â€š ¬Ã¢â€ž ¢s stakeholders. The brand/re brand vision must be seen as strategically feasible. To be effective, a vision must take into account the current realities of the enterprise, but also set forth goals that are truly ambitious. A vision must provide real guidance. It must be focused, flexible and easy to communicate. It must both inspire action and guide that action. If you have a look at the customer analysis it is prominent that when Cell C underwent a rebrand their vision and mission most changed for the company. The new corporate identity, according to Cell C CEO, Lars P Reichelt, reflects the companyà ¢Ã¢â€š ¬Ã¢â€ž ¢s vision of understanding its customersà ¢Ã¢â€š ¬Ã¢â€ž ¢ way of life and tailoring solutions around them to enhance lifestyles and improve livelihoods. They also took into consideration the current clients, and aimed not to make them feel excluded. This is because they complied with David Aakerà ¢Ã¢â€š ¬Ã¢â€ž ¢s brand equity model which is the brand loyalty facet of the model; The degree to which people are devoted to the brand is expressed in the resulting factors. Reichelt said to ensure that the changes are in line with what customers want, Cell C partnered with comedian, Trevor Noah, to be the companyà ¢Ã¢â€š ¬Ã¢â€ž ¢s eyes and ears Even though  ± 50% of the public (according to the survey conducted) still remember the old Cell C branding, they still favour the new branding and they still feel strong affection towards the brand. This all is because of the brand roll out and how they approached the whole process, thus making the Cell C rebranding efforts a good example of successful branding. 6.2) Lion Lager Today, if you try and conduct research on the rebrand of the product line extension which is Lion Lager, your results are very limited. Youà ¢Ã¢â€š ¬Ã¢â€ž ¢ll be lucky if you are able to Find 2 pictures of the re brand applied to the bottles online. Where to find example of the old branding is much easier. This is clearly the result of the horrible failure they had with their rebranding effort, and they would rather people just forget about their efforts. So why were they unsuccessful? They attempted to change th e colours of the brand that is more than 114 years old, thus making the brand distant and unrecognizable to already loyal customers. They did this to appeal to a younger market They clearly lost their vision of the brand, there by disconnecting die hard Lion Larger fans, and yet still not appealing to the younger market. They lost track of the brand identity. They did not consider the brand promise, the planning, the execution, the brand aesthetics or the customer loyalty. They just did not succeed in any possible way, thus making Lion Lager the perfect example of what not to do when considering a rebrand.

Turning Over a New Leaf Facing the Pressures of Society - Literature Essay Samples

It takes a lot of courage to release the familiar and seemingly secure, to embrace the new. But there is no real security in what is no longer meaningful. There is more security in the adventurous and exciting, for in movement there is life, and in change there is power.Alan CohenThough often perceived as terrifying and tragic, war also has the unforeseen potential to transform the delicate face of human nature. The characters Mary Anne, Tim, and Lt. Cross of Tim O’Brien’s The Things They Carried all demonstrate how the Vietnam War allowed them to better handle the pressures of society, ultimately gaining a deeper sense of control over their lives. When suddenly drafted, O’Brien is doubtful he can be the fearless, heroic soldier that his community expects him to be, but he soon learns to cope at war through the grace of storytelling. Similarly, Lt. Jimmy Cross is also abruptly thrown into the war, and suffers major qualms about his ability to successfully lead a platoon of army men. Then there is the quiet and docile Mary Anne, consistently relying upon her lover for identity when all it would finally take is the exploration of a foreign land to ultimately rediscover her true inner self.Unsure if he can indeed rise up to community expectations, O’Brien is unreadily catapulted into the deathly terrifying world of war, and he survives only through his use of imagination and storytelling. Upon receiving the draft notice, the young and scholarly O’Brien is unwilling to abandon his bright future in academics; at the same time, he fears the shame that would ensue from his small-town community if he fled from the duty of service. Struggling under the weight of his reputation, he eventually reaches Vietnam and has trouble dealing with the warfare and corpses. Instead of abusing tranquilizers and smoking marijuana like fellow soldier Ted Lavender, his coping mechanism of choice is storytelling; this derives from his first real experien ce with death, the demise of his beloved childhood friend Linda. O’Brien delves deep into his imagination once again to effectively handle the intense trauma that war inevitably causes. For example, upon encountering his first dead body at war, O’Brien responds with, â€Å"that poor old man, he reminds me of this girl I used to know† (228), referring to Linda. By recounting old war stories to bring his guilt into perspective, O’Brien can alleviate the trauma he carries from war, even when living back home in the States as a 43-year-old writer. In a much larger sense, the Vietnam War allows O’Brien to reevaluate his own life purpose and eventually become the writer that he is today. This ongoing practice of assuaging one’s guilt is often held by longtime war veterans, particularly Lt. Jimmy Cross.Distracted by his unrequited love for a girl named Martha, Lt. Jimmy Cross often questions his arguable leadership qualities, but he finally realize s that he must sacrifice his own comforts for the betterment of his men. Having been enlisted without the proper training required to successfully lead a platoon, Lt. Cross suffers from carrying tremendous burdens of guilt when two of his men, Kiowa and Ted Lavender, die under his faulty command: â€Å"He had loved Martha more than his men, and as a consequence Lavender was now dead† (16). Cross is well-aware of his duties to his title as Lieutenant, and so he decides to step it up as a leader. Because his senseless love for Martha had cost him the lives of two men, he commits himself to becoming the model leading man of society; â€Å"now determined to perform his duties firmly and without negligence he would show strength Lt. Jimmy Cross reminded himself that his obligation was not to be loved but to lead† (26). Cross’s disastrous slip-ups at war teach him to actively take responsibility, which he validates by burning his beloved picture of Martha. Although he still loves her, Cross knows that this love can never be fulfilled; he feels the pressures of society pushing him toward self-improvement and therefore takes it upon himself to better serve his men. The Vietnam War experience develops in Cross an awareness of the necessity of discipline, and he is willing to devote his energy to improving his leadership skills.Unlike O’Brien and Lt. Cross, who both give in and live up to societal standards, Mary Anne defies traditional domestic expectations and embraces all that is Vietnam, eventually becoming liberated in the process. Initially brought over to serve as a comfort toy for her boyfriend, Mark Fossie, Mary Anne is the typical naà ¯ve, fresh-faced cheerleader type; she has long blonde hair and tan, lean legs that easily win her appreciation from all of the men. As O’Brien himself quotes, â€Å"she was good for morale it was the sort of show a girl will sometimes put on for her boyfriend’s entertainment† (95 ). The early Mary Anne succumbs to her gender role, epitomizing the stereotypical woman; since her identity is based mainly on appearance, she is solely dependent on Fossie and the rest of the Greenies for her base survival in Vietnam. However, the knowledge that is hidden in the vast foreign land would provide the perfect opportunity for her liberation. Immediately the open-minded Mary Anne immerses herself into the land, picking up the customs and culture of the Vietnamese people. Her vanishing acts are met with apprehension from her lover, who reacts in panic by further tightening his stronghold over her: â€Å"If Mary Anne happened to move a few steps away from him, he’d tighten up† (104). But Mary Anne soon finds the power to resist by realizing she need not rely upon her lover, or any other man, for her basic existence. In her own words, â€Å"When I’m out there at night, I feel close to my own body it doesn’t matter because I know exactly who I am † (111). As she becomes stronger and more free-wheeling, Fossie grows weaker and, consequently, more insecure. He sees his aptitude matched by Mary Anne’s own blossoming persona as a tough soldier, and he realizes that he is not her world anymore. With her intelligence surpassing his, Mary Anne is able to ease away from his restrictive control and thus escape the defined female roles of conventional society. The Vietnam experience serves as the catalyst that is so crucial for the stunning transformation of her character. It opens up a new world, allowing her to form her own unique identity and finally gain her independence.Although the idea of war may conjure up nothing but negative images, the Vietnam War became an irrevocably life-changing event for these three characters, delivering the perfect opportunity for personal enrichment of their lives. For author Tim O’Brien, the Vietnam War gives him the chance to reflect upon childhood memories of Linda and develop the seedlings of his storytelling, which he comes to use as an emotional aid during difficult times of battle. The unique war experiences of Lt. Jimmy Cross open up his eyes to the duties of a selfless leader, and thus he started to utilize the standards of society as crucial building blocks toward self-improvement. As for Mary Anne, the experience becomes her own personal path to freedom and liberation from the unyielding societal pressures to remain naà ¯ve and docile, particularly toward the men in her society. O’Brien’s The Things They Carried truly teaches us that even in the times of extreme wartime stress, human beings have long proved that they can indeed flourish through it all.

Napoleon s Reign Over Italy - 1101 Words

Italy, as it is known today, has been in existence for less than one hundred fifty years. For several centuries, Italy had been made up of separate states often ruled by foreign powers. In 1796, Napoleon Bonaparte invaded and conquered the Italian peninsula. After falling under French rule, the peninsula was divided into three parts: several northern states, which were annexed to France, the Kingdom of Italy, of which Napoleon declared himself king in 1805, and the Kingdom of Naples in the south. Napoleon and the French brought new ideas about society and governing with them. They also brought the concepts of freedom and nationalism with them, which might have sparked Italy’s later attempts to achieve unity. Napoleon’s reign over Italy crumbled with his defeat in 1814. Shortly after, parts of Italy were distributed amongst other European countries, particularly Austria, and returned to former rulers by the Congress of Vienna in 1815. Many people were unhappy with the ac tions of the Congress and secret societies started to grow to oppose these rulers and promote the idea of a united Italy. One of the secret societies set up in opposition to foreign rulers was called the Carbonari. This nationalistic, revolutionary group started in Naples and spread northward. In 1820 they carried out a successful revolution in Naples which forced King Ferdinand I to set up a new constitution and parliament, but it was soon squashed by the Austrians. All their future uprisings failed, and inShow MoreRelatedNapoleon Bonaparte As A Multi Faceted Genius1094 Words   |  5 PagesNour Ziena Mrs. Mackenzie CLN4U 2016-03-28 Introduction Throughout history, men have always been able to conquer different lands. But of these men â€Å"The Little Corporal also known as Napoleon Bonaparte was able to cast a long shadow, from Holland to Egypt, from Moscow to Cadiz. 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We see these depictions in the travels of Aubrey through the pre-industrial states Italy and Greece and in his occasional partner Lord Ruthven. Through these depictions, the story appears to be responding to the times it was published in, times of immense social and technological change which Romantics such as Polidori tackled through their writings. The driversRead MoreThe Battle Of The French Revolution1569 Words   |  7 Pagesthe last battle of Napoleon Bonaparte called The Battle of Waterloo took place in Belgium. Napoleon lived from 1769-1821. He was the French military leader and emperor. Through his ingenious military tactics, he took over much of mainland Europe in the early 19th century. The French Revolution (1789-1799) was a time of unrest. Napoleon took advantage of the unrest and was able to progress up through the ranks of the French army. 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