Importance of Teamwork - 2119 Words

CONTENTS INTRODUCTION 3 RESEARCH ON VARIOUS SOURCES†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦...3 Research on books 3 Research on academic journals†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.......................4 Research on newspaper†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦........................................................4 Research on website Part I†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.4 Part II†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦..†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.5 CONCLUSIONS†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.†¦Ã¢â‚¬ ¦.5 REFERENCE LIST 7 BIBLIOGRAPY LIST†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦8 INTRODUCTION Working in teams has became increasingly common. â€Å"A team is a group of people who are interdependent with respect to information, resources, and skills and who seek to combine their efforts to achieve a common goal† (Thompson,2008). The role of work team has†¦show more content†¦3. Research on newspaper Teamwork is essential for every field in the world, especially in business, the main purpose of it is to increase efficiency and productivity, and this is one of the most important issues within the business, however there are more points involved when we consider the importance of the teamwork in business. The article found discussed a few importance of teamwork in a company, firstly, as a team, people will have the same goal towards the benefit of the organization, and therefore, the work will be more efficient, because, two people working for a same goal will always be more efficient than one people working on it. Secondly, a group of people working together, there will be new and fresh ideas, thus, more innovations could be involved, for example, â€Å"an advertising agency will prefer to have employees work in teams as more ideas will be present through brainstorming† (Govind, 2010). The final point that writer concluded is that, team can also improve individual performance, such as, low-skilled workers could be trained to high-skilled workers, and therefore, this will also benefit on the efficiency of company. 4. Research onShow MoreRelatedThe Importance Of Teamwork1215 Words   |  5 PagesTeamwork and communication work hand in hand, gossip, however, is the consequence of poor communication and the death of teamwork. The Business Dictionary defines teamwork as ‘the process of working collaboratively with a group of people in order to achieve a goal’.1 Communication is defined as the act or process of exchanging and sharing information, ideas and feelings.2 Gossip can be described as a form of informal communication but more accurately it has been defined as trivial writing or talkRead MoreThe Importance Of Effective Teamwork On Teamwork2109 Words   |  9 Pages In Organizations, the importance of effective teamwork cannot be understated. 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Leadership and teamwork as indicated by Sohmen (2013) center around soft skills that need to be implemented cautiously, and in a sensibleRead MoreImportance of Teamwork in the Kitchen Essay1118 Words   |  5 PagesImportance of Teamwork In the Kitchen Teamwork in the kitchen is a basic requirement as it is the main key of successful performance for anyone who is, going to or will join this most important department of hospitality. The purpose of this essay is to explain the concept of teamwork and how it applies to kitchen environment. Also, examples of personal experience of teamwork in class are provided to illustrate its effectiveness as a way to achieve common goals. Dwyer (2013, p. 224)Read MoreThe Importance Of Teamwork And Its Advantages Essay2244 Words   |  9 PagesSECTION 1 Definition of teamwork and its advantages and disadvantages Teamwork consists of a group of people coming together to form a team, to work together to achieve the goals that have been set out. In order for a team to reach their objectives and be successful as a team they must find out what each team members role is in the team. They must set up team rules on how they will work together, how they will distribute information and how they will resolve any team conflict if any arises. TeamRead MoreEssay about The Importance of Teamwork1128 Words   |  5 PagesThe Importance of Teamwork In this assignment I am going to look at teamwork and important it is, also linking it in with how vital teamwork is in the modern Public Services. To do this I will be looking into the main theorists and their guidelines for a team to work well and to be efficient. Teamwork is a group/ team of people working towards a common goal or target. Bill Gates describes teamwork as ‘A group with a common goal’. The advantages ofRead MoreThe Importance Of Teamwork And Its Terms Of Management2818 Words   |  12 Pagesgoals. Once Andrew Carnegie (Scottish American industrialist) said that Teamwork is the ability to work together toward a common vision. The ability to direct individual accomplishments toward organizational objectives†.This essay indicates an importance of teamwork and its equivalents in terms of management. These include globalisation, technological development, increased diversity and challenges for managers according to teamwork. As a part of the assignment I am going to highlight the changes appeared

Challenges Of Retailing And India - 1301 Words

CHALLENGES OF RETAILING BANKING IN INDIA: 1. Generation Next segment: (426 million young Indian between age group of 15-34 years see life and life-style very differently)- This is going to be the target in immediate future. It is currently urban phenomenon but it would not be too long when it will emerge in rural India also. They are tech-savvy and prefer electronic channel. They seek financial information from variety of sources and are very fickle shoppers. Banks will have to leverage technology and develop E-based products to tap this segment 2. Rural segment is one from where fresh demand of retail loan is being generated. PSBsare in real advantage as they have good network of rural and semi-branches where competition is less and opportunities are more. 3. Cross selling and up selling : is a very successful way of improving volumes. As a strategy existing customers should be offered products where profit margins are more e.g. offering car loan, furnishing loan etc. to existing housing loan customers. Further based on contribution of the customers to bank, differential-pricing strategies such as discount in interest, as relation ship waiver has to be evolved. 4. Housing loan has large potential -: House today is better affordable through loan. Tax breaks have spurred credit demand. RBI move to cover home loan up to Rs. 20 lakhs under priority sector has made the banks to push harder the home loan product. The SARFAESI Act has increased level of comfort as bankShow MoreRelatedAnalyzing The Matching Process : Human Resource Management And Competitive Strategies Essay1472 Words   |  6 Pagesachieving the goals of a franchise firm. 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Their objective is to be the leader in the luxury market, continuing to transmit

America in the 60’s A Personal Account of a Hippie Free Essays

The sixties was a tumultuous decade.   America went into a war that has lost the support and commitment of the American people.   My interviewee was a college student then and he claimed that he had learned more in the streets than in the four walls of the classroom. We will write a custom essay sample on America in the 60’s: A Personal Account of a Hippie or any similar topic only for you Order Now While American soldiers were fighting the Vietcong in order to liberate South Vietnam, they at home were fighting the government to bring home the American soldiers.   According to him, â€Å"our soldiers were just being slaughtered in the battle for nothing. He believed that it was not a war that America should fight. While people gather around together in rallies and movements, there was a diversity of causes people fight for. While my interviewee was particularly concerned against the Vietnam War, his interactions with other activists led him to realize other important social ills that needed to be addressed. He learned about the civil rights movement and feminist movement. The former were basically black people fighting against racial discrimination and seeking for equal rights particularly the right to suffrage.   The latter on the other hand, were fighting against women’s rights.   But in many cases, they assemble and joined together to stage a mass movement. The rallies sometimes end up violent with the police committing brutality in dispersing the activists. But joining rallies were like a fad.   It was fun, adventurous and liberating. In fact, the violence that occur form part of the thrill of joining rallies.   Accordingly, many of those who joined were not really into the causes of the movements but were there for kicks.   Rebellion seemed part of the youth culture of the sixties in order to be hip. One of the most unforgettable experiences my interviewee had was his attendance to the most well known musical event that practically defined the 60’s, the Woodstock festival in 1969 billed as a three day celebration of music, peace and love (Schomp, p65). According to him, over half a million people participated in the festival.   As a dedicated activist, the Woodstock was really a united protest action against the Vietnam War but the media just sensationalized the nudity, drugs, and sex committed by the hippies in the event. In my short interview with this acquaintance of mine, the events in the 1960’s seemed closely interlaced with each other and everything seemed to happen simultaneously unlike in the textbook where history is presented like separate and isolated events. The 1960’s was indeed turbulent and riotous per my personal evaluation of my history book and as admitted by my interviewee himself.   However, the book wasn’t able to capture the enjoyment and the ventures that people experienced during that time. My interviewer commented that the sixties was indeed a time of serious transition in the American political sphere, but it wasn’t that dull, boring and uptight serious as written in the pages of a book.   The youth was daring yet were still having the time of their lives. Work Cited: Schomp, Virginia. The Vietnam War. 2nd edition. Marshall Cavendish, 2001, pp64-66    How to cite America in the 60’s: A Personal Account of a Hippie, Papers

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Karolina Werner †¢ Violence as a Bargaining Tool: The Role of Youths in the 2007 Kenyan Elections Edwin Barasa Mang’eni †¢ Darfur, Grand Conflict: Inter-Communal Rift and Grass-root Initiatives for Reconciliation Khalid Ali El Amin AFRICA PEACE AND CONFLICT JOURNAL Executive Editor Amr Abdalla, University for Peace, Vice Rector Managing Editor Tony Karbo, University for Peace Africa Programme, Senior Programme Officer and Associate Professor Assistant Managing Editor Catherine Nelson EDITORIAL BOARD Amr Abdalla, University for Peace Bertha Kadenyi Amisi, Syracuse University Hizkias Assefa, Eastern Mennonite University Elham Atashi, Goucher College Johannes Botes, University of Baltimore Benjamin Broome, Arizona State University Jean-Bosco Butera, University for Peace Kevin Clements, University of Queensland Alyson Frendak, George Mason University Rachel Goldwyn, CARE International UK Michelo Hansungule, University of Pretoria Geoff Harris, University of KwaZulu-Natal Monica Kathina Juma, Kenyan Ambassador to the African Union and Ethiopia Tony Karbo, University for Peace Mary E. King, University for Peace Marion Keim Lees, University of Western Cape Gilbert Khadiagala, University of the Witwatersrand Terrence Lyons, George Mason University Pamela Machakanja, Africa University Guy Martin,Winston-Salem State University Erin McCandless, Journal of Peacebuilding and Development Christopher Mitchell, George Mason University Tim Murithi, Institute for Security Studies, Addis Ababa Susan Allen Nan, George Mason University Edith Natukunda, Makerere University Sulayman Nyang, Howard University Martin Rupiya, Office of the Prime Minister, Zimbabwe Mary Hope Schoewbel, United States Institute of Peace Craig Zelizer, Georgetown University ISSN 1659–3944 Copyright  ©2010 University for Peace The mission of the University for Peace is to provide humanity with an international institution of higher education for peace with the aim of promoting among all human beings a spirit of understanding, tolerance, and peaceful coexistence, to stimulate cooperation among peoples, and to help lessen obstacles and threats to world peace and progress in keeping with the noble aspirations proclaimed in the Charter of the United Nations. Ancient Egyptians believed in afterlife quite heavily. Most of the ancient Egyptian kings (Pharaohs) were mummified due to this belief. Furthermore, many of the ancient Egyptian artworks have Gods in them. There are Gods for certain things such as God of the Sun and God of Death. However, the 21st century street art is more of expressing the artist’s feelings and commenting on certain things such as politics. For example, there is a famous street artist who lives in Paris, France, who has a nickname called ‘C215’ (real name is Christian Guemy). His artworks usually have people involved in them. However, his artworks are not just about normal people but people like beggars, elderly people, refugees and street kids because he is ‘obsessed’ with making an artwork of them, artwork of people who grew up in streets and lived in streets. He said, â€Å"I paint mostly tramps, refugees and street kids, people who really live the experience of the street and to whom the  street art  is almost never intended. † Visual Character†¦. Fig. 2, Ancient Egyptian Art, Tutt’ Art, 2011 Fig. 2, Ancient Egyptian Art, Tutt’ Art, 2011 Ancient Egyptian artworks often have people and Gods with appearances with human in them. The people in the ancient Egyptian artworks have their arms and shoulders positioned facing the front while their faces are facing the side, along with their legs and hips. The artworks of ancient Egypt are very symbolic. They have many meanings in the artwork, especially when it talks about spiritual practices and beliefs. Sometimes, they also have writings around or in the artwork. It probably could be understood by many other cultures except for those cultures wit completely different beliefs. However, street arts are understood by nearly everyone in the world as they have similar beliefs and religions. When it Fig. 3, Smiling Refugee, Street Art London, 2011 Fig. 3, Smiling Refugee, Street Art London, 2011 comes to personal comments on politics, it may be hard for some people to understand. The 21st century street artworks are very stylized, having different themes and styles for every street artists, except for those street artists who only leave their names or nicknames on walls. Theses can be seen as mess on the wall because it has no meaning in it. A street artist called ‘C215’ has very colourful style. This artist is told to be realistic but stylized. C215 describes the facial expressions of the main characters in his artworks very precisely to deliver a hidden message behind the art piece. As shown Fig. 4, Street Kid, Street Art London, 2011. Fig. 4, Street Kid, Street Art London, 2011. in figure one, three and four, he describes the facial expressions of elderly woman, refugee and a ‘street kid’ very precisely. Also, famous street artists often leave their special ‘logo’ somewhere in the artwork. For instance in figure four, a ‘logo’ for C215 can be seen next to the face. Medium and Technique†¦. Most of the common ancient Egyptian artworks were painted with paints made of mixed pigments with gum, which were the basic colours. Before papyrus leaves were used as papers, the paintings were often done on walls, which were sometimes carved in. These kinds of techniques were used in ancient Egyptian times because the actual paints and paintbrushes weren’t properly developed. Today, many kinds of tools and styles can be used. For example, C215 usually used stencils to paint on street walls. He makes a background on the wall either free hand or painted using stencils, and then puts his main character in the background. He either uses spray paints or paints and paintbrushes, but mostly, spray paints. It shows his personal style and it helps him to paint precise parts of painting such as facial expressions. Personal Response†¦. I think that every kind of art has one thing common in them; the artist’s feeling and expression of the time he/she created the artwork. If there is a slight difference between ancient Egyptian art and the 21st century street art, I have go to say that the artworks from ancient Egypt do not have sense of depth and they were all dull whereas 21st century street art has wide range of colours being used and vibrant. Most people will find street art more attractive than ancient Egyptian art as street art has different styles and they are very vibrant. Conclusion†¦. To sum up, ancient Egyptian art has many meanings for spiritual beliefs and practices. It was very symbolic as it represented human by its body parts, so the head is facing the side, shoulders and arms are facing the front and shoulders and arms are facing the side. It is mostly painted with basic colours that are made of mixed pigments and gum. On the other hand, graffiti is more like expressing a personal opinion on certain thing. It has many themes and styles along with many choices of colours. Almost everyone can understand street art. Furthermore there are many ways to paint for street art and one of many ways is stencils and paints.

Declaration Of Independance Essay Example For Students

Declaration Of Independance Essay National Archives and Records Administration The Stylistic Artistryof theDeclaration of Independenceby Stephen E. Lucas The Declaration of Independence is perhaps the most masterfully written state paper of Western civilization. As Moses Coit Tyler noted almost a century ago, no assessment of it can be complete without taking into account its extraordinary merits as a work of political prose style. Although many scholars have recognized those merits, there are surprisingly few sustained studies of the stylistic artistry of the Declaration.(1) This essay seeks to illuminate that artistry by probing the discourse microscopicallyat the level of the sentence, phrase, word, and syllable. By approaching the Declaration in this way, we can shed light both on its literary qualities and on its rhetorical power as a work designed to convince a candid world that the American colonies were justified in seeking to establish themselves as an independent nation.(2) The text of the Declaration can b e divided into five sectionsthe introduction, the preamble, the indictment of George III, the denunciation of the British people, and the conclusion. Because space does not permit us to explicate each section in full detail, we shall select features from each that illustrate the stylistic artistry of the Declaration as a whole.(3)The introduction consists of the first paragrapha single, lengthy, periodic sentence: When in the Course of human events, it becomes necessary for one people to dissolve the political bands which have connected them with another, and to assume among the powers of the earth, the separate and equal station to which the Laws of Nature and of Natures God entitle them, a decent respect to the opinions of mankind requires that they should declare the causes which impel them to the separation.(4)Taken out of context, this sentence is so general it could be used as the introduction to a declaration by any oppressed people. Seen within its original context, however, it is a model of subtlety, nuance, and implication that works on several levels of meaning and allusion to orient readers toward a favorable view of America and to prepare them for the rest of the Declaration. From its magisterial opening phrase, which sets the American Revolution within the whole course of human events, to its assertion that the Laws of Nature and of Natures God entitle America to a separate and equal station among the powers of the earth, to its quest for sanction from the opinions of mankind, the introduction elevates the quarrel with England from a petty political dispute to a major event in the grand sweep of history. It dignifies the Revolution as a contest of principle and implies that the American cause has a special claim to moral legitimacyall without mentioning England or America by name. Rather than defining the Declarations task as one of persuasion, which would doubtless raise the defenses of readers as well as imply that there was more than one publicly credible view of the British-American conflict, the introduction identifies the purpose of the Declaration as simply to declareto announce publicly in explicit termsthe causes impelling America to leave the British empire. This gives the Declaration, at the outset, an aura of philosophical (in the eighteenth-century sense of the term) objectivity that it will seek to maintain throughout. Rather than presenting one side in a public controversy on which good and decent people could differ, the Declaration purports to do no more than a natural philosopher would do in reporting the causes of any physical event. The issue, it implies, is not one of interpretation but of observation. The most important word in the introduction is necessary, which in the eighteenth century carried strongly deterministic overtones. To say an act was necessary implied that it was impelled by fate or determined by the operation of inextricable natural laws and was beyond the control of human agents. Thus Chamberss Cyclopedia defined necessary as that which cannot but be, or cannot be otherwise. The common notion of necessity and impossibility, Jonathan Edwards wrote in Freedom of the Will, implies something that frustrates endeavor or desire. . . . That is necessary in the original and proper sense of the word, which is, or will be, notwithstanding all supposable opposition. Characterizing the Revolution as necessary suggested that it resulted from constraints that operated with lawlike force throughout the material universe and within the sphere of human action. The Revolution was not merely preferable, defensible, or justifiable. It was as inescapable, as inevitable, as unavoidable within the course of human events as the motions of the tides or the changing of the seasons within the course of natural events.(5)Inves ting the Revolution with connotations of necessity was particularly important because, according to the law of nations, recourse to war was lawful only when it became necessaryonly when amicable negotiation had failed and all other alternatives for settling the differences between two states had been exhausted. Nor was the burden of necessity limited to monarchs and established nations. At the start of the English Civil War in 1642, Parliament defended its recourse to military action against Charles I in a lengthy declaration demonstrating the Necessity to take up Arms. Following this tradition, in July 1775 the Continental Congress issued its own Declaration Setting Forth the Causes and Necessity of Their Taking Up Arms. When, a year later, Congress decided the colonies could no longer retain their liberty within the British empire, it adhered to long-established rhetorical convention by describing independence as a matter of absolute and inescapable necessity.(6) Indeed, the notio n of necessity was so important that in addition to appearing in the introduction of the Declaration, it was invoked twice more at crucial junctures in the rest of the text and appeared frequently in other congressional papers after July 4, 1776.(7)Labeling the Americans one people and the British another was also laden with implication and performed several important strategic functions within the Declaration. First, because two alien peoples cannot be made one, it reinforced the notion that breaking the political bands with England was a necessary step in the course of human events. America and England were already separated by the more basic fact that they had become two different peoples. The gulf between them was much more than political; it was intellectual, social, moral, cultural and, according to the principles of nature, could no more be repaired, as Thomas Paine said, than one could restore to us the time that is past or give to prostitution its former innocence. To try t o perpetuate a purely political connection would be forced and unnatural, repugnant to reason, to the universal order of things.(8)Second, once it is granted that Americans and Englishmen are two distinct peoples, the conflict between them is less likely to be seen as a civil war. The Continental Congress knew America could not withstand Britains military might without foreign assistance. But they also knew America could not receive assistance as long as the colonies were fighting a civil war as part of the British empire. To help the colonies would constitute interference in Great Britains internal affairs. As Samuel Adams explained, no foreign Power can consistently yield Comfort to Rebels, or enter into any kind of Treaty with these Colonies till they declare themselves free and independent. The crucial factor in opening the way for foreign aid was the act of declaring independence. But by defining America and England as two separate peoples, the Declaration reinforced the percep tion that the conflict was not a civil war, thereby, as Congress noted in its debates on independence, making it more consistent with European delicacy for European powers to treat with us, or even to receive an Ambassador.(9)Third, defining the Americans as a separate people in the introduction eased the task of invoking the right of revolution in the preamble. That right, according to eighteenth-century revolutionary principles, could be invoked only in the most dire of circumstanceswhen resistance was absolutely necessary in order to preserve the nation from slavery, misery, and ruinand then only by the Body of the People. If America and Great Britain were seen as one people, Congress could not justify revolution against the British government for the simple reason that the body of the people (of which the Americans would be only one part) did not support the American cause. For America to move against the government in such circumstances would not be a justifiable act of resista nce but a sort of Sedition, Tumult, and War . . . aiming only at the satisfaction of private Lust, without regard to the public Good. By defining the Americans as a separate people, Congress could more readily satisfy the requirement for invoking the right of revolution that the whole Body of Subjects rise up against the government to rescue themselves from the most violent and illegal oppressions.(10)Like the introduction, the next section of the Declarationusually referred to as the preambleis universal in tone and scope. It contains no explicit reference to the British- American conflict, but outlines a general philosophy of government that makes revolution justifiable, even meritorious: We hold these truths to be self-evident, that all men are created equal, that they are endowed by their Creator with certain unalienable Rights, that among these are Life, Liberty and the pursuit of Happiness. That to secure these rights, Governments are instituted among Men, deriving their just powers from the consent of the governed. That whenever any Form of Government becomes destructive of these ends, it is the Right of the People to alter or to abolish it, and to institute new Government, laying its foundation on such principles and organizing its powers in such form, as to them shall seem most likely to effect their Safety and Happiness. Prudence, indeed, will dictate that Governments long established should not be changed for light and transient causes; and accordingly all experience hath shown that mankind are more disposed to suffer, while evils are sufferable, than to right themselves by abolishing the forms to which they are accustomed. But when a long train of abuses and usurpations, pursuing invariably the same Object evinces a design to reduce them under absolute Despotism, it is their right, it is their duty, to throw off such Government, and to provide new Guards for their future security. Like the rest of the Declaration, the preamble is brief, free of verbiage, a model of clear, concise, simple statement.(11) It capsulizes in five sentences202words what it took John Locke thousands of words to explain in his Second Treatise of Government. Each word is chosen and placed to achieve maximum impact. Each clause is indispensable to the progression of thought. Each sentence is carefully constructed internally and in relation to what precedes and follows. In its ability to compress complex ideas into a brief, clear statement, the preamble is a paradigm of eighteenth-century Enlightenment prose style, in which purity, simplicity, directness, precision, and, above all, perspicuity were the highest rhetorical and literary virtues. One word follows another with complete inevitability of sound and meaning. Not one word can be moved or replaced without disrupting the balance and harmony of the entire preamble. The stately and dignified tone of the preamblelike that of the introductioncomes partly from what the eighteenth century called Style Periodique, in which, as Hugh Blair explained in his Lectures on Rhetoric and Belles Lettres, the sentences are composed of several members linked together, and hanging upon one another, so that the sense of the whole is not brought out till the close. This, Blair said, is the most pompous, musical, and oratorical manner of composing and gives an air of gravity and dignity to composition. The gravity and dignity of the preamble were reinforced by its conformance with the rhetorical precept that when we aim at dignity or elevation, the sound of each sentence should be made to grow to the last; the longest members of the period, and the fullest and most sonorous words, should be reserved to the conclusion. None of the sentences of the preamble end on a single-syllable word; only one, the second (and least euphonious), ends on a two-syllable word. Of the other four, one ends with a four-syllable word (security), while three end with three-syllable words. Moreover, in each of the three-syllable words the closing syllable is at least a medium- length four-letter syllable, which helps bring the sentences to a full and harmonious close.(12)It is unlikely that any of this was accidental. Thoroughly versed in classical oratory and rhetorical theory as well as in the belletristic treatises of his own time, Thomas Jefferson, draftsman of the Declaration, was a diligent student of rhythm, accent, timing, and cadence in discourse. This can be seen most clearly in his Thoughts on English Prosody, a remarkable twenty-eight-page unpublished essay written in Paris during the fall of 1786. Prompted by a discussion on language with the Marquis de Chastellux at Monticello four years earlier, it was a careful inquiry designed to find out the real circumstance which gives harmony to English prose and laws to those who make it. Using roughly the same s ystem of diacritical notation he had employed in 1776 in his reading draft of the Declaration, Jefferson systematically analyzed the patterns of accentuation in a wide range of English writers, including Milton, Pope, Shakespeare, Addison, Gray, and Garth. Although Thoughts on English Prosody deals with poetry, it displays Jeffersons keen sense of the interplay between sound and sense in language. There can be little doubt that, like many accomplished writers, he consciously composed for the ear as well as for the eyea trait that is nowhere better illustrated than in the eloquent cadences of the preamble in the Declaration of Independence.(13)The preamble also has a powerful sense of structural unity. This is achieved partly by the latent chronological progression of thought, in which the reader is moved from the creation of mankind, to the institution of government, to the throwing off of government when it fails to protect the peoples unalienable rights, to the creation of new gov ernment that will better secure the peoples safety and happiness. This dramatic scenario, with its first act implicitly set in the Garden of Eden (where man was created equal), may, for some readers, have contained mythic overtones of humanitys fall from divine grace. At the very least, it gives an almost archetypal quality to the ideas of the preamble and continues the notion, broached in the introduction, that the American Revolution is a major development in the course of human events. Because of their concern with the philosophy of the Declaration, many modern scholars have dealt with the opening sentence of the preamble out of context, as if Jefferson and the Continental Congress intended it to stand alone. Seen in context, however, it is part of a series of five propositions that build upon one another through the first three sentences of the preamble to establish the right of revolution against tyrannical authority:Proposition 1: All men are created equal. Proposition 2: They all men, from proposition 1 areendowed by their creator with certainunalienable rights. Proposition 3: Among these mans unalienable rights,from proposition 2 are life, liberty,and the pursuit of happiness. Proposition 4: To secure these rights mansunalienable rights, from propositions 2and 3 governments are instituted amongmen. Proposition 5: Whenever any form of government becomesdestructive of these ends securingmans unalienable rights, frompropositions 2-4, it is the right ofthe people to alter or to abolish it. When we look at all five propositions, we see they are meant to be read together and have been meticulously written to achieve a specific rhetorical purpose. The first three lead into the fourth, which in turn leads into the fifth. And it is the fifth, proclaiming the right of revolution when a government becomes destructive of the peoples unalienable rights, that is most crucial in the overall argument of the Declaration. The first four propositions ar e merely preliminary steps designed to give philosophical grounding to the fifth. At first glance, these propositions appear to comprise what was known in the eighteenth century as a soritesa Way of Argument in which a great Number of Propositions are so linked together, that the Predicate of one becomes continually the Subject of the next following, until at last a Conclusion is formed by bringing together the Subject of the First Proposition and the Predicate of the last. In his Elements of Logick, William Duncan provided the following example of a sorites:God is omnipotent. An omnipotent Being can do every thing possible. He that can do every thing possible, can do whateverinvolves not a Contradiction. Therefore God can do whatever involves not aContradiction.(14)Although the section of the preamble we have been considering is not a sorites (because it does not bring together the subject of the first proposition and the predicate of the last), its propositions are written in such a way as to take on the appearance of a logical demonstration. They are so tightly interwoven linguistically that they seem to make up a sequence in which the final propositionasserting the right of revolutionis logically derived from the first four propositions. This is accomplished partly by the mimicry of the form of a sorites and partly by the sheer number of propositions, the accumulation of which is reinforced by the slow, deliberate pace of the text and by the use of that to introduce each proposition. There is also a steplike progression from proposition to proposition, a progression that is accentuated by the skillful use of demonstrative pronouns to make each succeeding proposition appear to be a n inevitable consequence of the preceding proposition. Although the preamble is the best known part of the Declaration today, it attracted considerably less attention in its own time. For most eighteenth-century readers, it was an unobjectionable statement of commonplace political principles. As Jefferson explained years later, the purpose of the Declaration was not to find out new principles, or new arguments, never before thought of . . . but to place before mankind the common sense of the subject, in terms so plain and firm as to command their assent, and to justify ourselves in the independent stand we are compelled to take.(15)Far from being a weakness of the preamble, the lack of new ideas was perhaps its greatest strength. If one overlooks the introductory first paragraph, the Declaration as a whole is structured along the lines of a deductive argument that can easily be put in syllogistic form: Major premise: When government deliberately seeks to reducethe people under absol ute despotism, thepeople have a right, indeed a duty, to alteror abolish that form of government and tocreate new guards for their future security. Minor premise: The government of Great Britain hasdeliberately sought to reduce the Americanpeople under absolute despotism. Conclusion: Therefore the American people have a right,indeed a duty, to abolish their present formof government and to create new guards fortheir future security. As the major premise in this argument, the preamble allowed Jefferson and the Congress to reason from self-evident principles of government accepted by almost all eighteenth-century readers of the Declaration.(16)The key premise, however, was the minor premise. Since virtually everyone agreed the people had a right to overthrow a tyrannical ruler when all other remedies had failed, the crucial question in July 1776 was whether the necessary conditions for revolution existed in the colonies. Congress answered this question with a sustained attack on George III, an attack that makes up almost exactly two-thirds of the text. The indictment of George III begins with a transitional sentence immediately following the preamble: Such has been the patient sufferance of these Colonies; and such is now the necessity which constrains them to alter their former Systems of Government. Legalize drugs EssayWhat marks Jeffersons happy talent for composition in this case is the coupling of our sacred Honor with our Lives and our Fortunes to create the eloquent trilogy that closes the Declaration. The concept of honor (and its cognates fame and glory) exerted a powerful hold on the eighteenth-century mind. Writers of all kindsphilosophers, preachers, politicians, playwrights, poetsrepeatedly speculated about the sources of honor and how to achieve it. Virtually every educated man in England or America was schooled in the classical maxim, What is left when honor is lost? Or as Joseph Addison wrote in his Cato, whose sentiments were widely admired throughout the eighteenth century on both sides of the Atlantic: Better to die ten thousand deaths/Than wound my honour. The cult of honor was so strong that in English judicial proceedings a peer of the realm did not answer to bills in chancery or give a verdict upon oath, like an ordinary juryman, but upon his honor.(28)By pledging our sacred Honor in support of the Declaration, Congress made a particularly solemn vow. The pledge also carried a latent message that the revolutionaries, contrary to the claims of their detractors, were men of honor whose motives and actions could not only withstand the closest scrutiny by contemporary persons of quality and merit but would also deserve the approbation of posterity. If the Revolution succeeded, its leaders stood to achieve lasting honor as what Francis Bacon called Liberatores or Salvatores men who compound the long Miseries of Civil Wars, or deliver their Countries from Servitude of Strangers or Tyrants. Historical examples included Augustus Caesar, Henry VII of England, and Henry IV of France. On Bacons five-point scale of supreme honor, such heroes ranked below only Conditores Imperiorum, Founders of States and Commonwealths, such as Romulus, Caesar, and Ottoman, and Lawgivers such as Solon, Lycurgus, and Justinian, also called Second Founders, or Perp etui Principes, because they Govern by their Ordinances after they are gone. Seen in this way, our sacred Honor lifts the motives of Congress above the more immediate concerns of our Lives and our Fortunes and places the revolutionaries in the footsteps of historys most honorable figures. As a result it also unifies the whole text by subtly playing out the notion that the Revolution is a major turn in the broad course of human events.(29)At the same time, the final sentence completes a crucial metamorphosis in the text. Although the Declaration begins in an impersonal, even philosophical voice, it gradually becomes a kind of drama, with its tensions expressed more and more in personal terms. This transformation begins with the appearance of the villain, the present King of Great Britain, who dominates the stage through the first nine grievances, all of which note what He has done without identifying the victim of his evil deeds. Beginning with grievance 10 the king is joined on stag e by the American colonists, who are identified as the victim by some form of first person plural reference: The king has sent swarms of officers to harass our people, has quartered armed troops among us, has imposed taxes on us without our consent, has taken away our charters, abolished our most valuable laws, and altered the Forms of our Governments. He has plundered our seas, ravaged our coasts, burnt our towns, . . . destroyed the lives of our people, and excited domestic insurrections amongst us. The word our is used twenty-six times from its first appearance in grievance 10 through the last sentence of the Declaration, while us occurs eleven times from its first appearance in grievance 11 through the rest of the grievances.(30)Throughout the grievances action is instigated by the king, as the colonists passively accept blow after blow without wavering in their loyalty. His villainy complete, George III leaves the stage and it is occupied next by the colonists and their British brethren. The heavy use of personal pronouns continues, but by now the colonists have become the instigators of action as they actively seek redress of their grievances. This is marked by a shift in idiom from He has to We have: We have petitioned for redress . . . , We have reminded them . . . , We have appealed to their . . . , and We have conjured them. But they have been deaf to all pleas, so We must . . . hold them as enemies. By the conclusion, only the colonists remain on stage to pronounce their dramatic closing lines: We . . . solemnly publish and declare . . . And to support this declaration, we mutually pledge to each other our Lives, our Fortunes and our sacred Honor. The persistent use of he and them, us and our, we and they personalizes the British-American conflict and transfigures it from a complex struggle of multifarious origins and diverse motives to a simple moral drama in which a patiently suffering people courageously defend their liberty against a cruel and v icious tyrant. It also reduces the psychic distance between the reader and the text and coaxes the reader into seeing the dispute with Great Britain through the eyes of the revolutionaries. As the drama of the Declaration unfolds, the reader is increasingly solicited to identify with Congress and the good People of these Colonies, to share their sense of victimage, to participate vicariously in their struggle, and ultimately to act with them in their heroic quest for freedom. In this respect, as in others, the Declaration is a work of consummate artistry. From its eloquent introduction to its aphoristic maxims of government, to its relentless accumulation of charges against George III, to its elegiac denunciation of the British people, to its heroic closing sentence, it sustains an almost perfect synthesis of style, form, and content. Its solemn and dignified tone, its graceful and unhurried cadence, its symmetry, energy, and confidence, its combination of logical structure and dram atic appeal, its adroit use of nuance and implication all contribute to its rhetorical power. And all help to explain why the Declaration remains one of the handful of American political documents that, in addition to meeting the immediate needs of the moment, continues to enjoy a lustrous literary reputation. NOTESc 1989 by Stephen E. LucasStephen E. Lucas is professor of communication arts at the University of Wisconsin, Madison, WI. The present essay is derived from a more comprehensive study, Justifying America: The Declaration of Independence as a Rhetorical Document, in Thomas W. Benson, ed., American Rhetoric: Context and Criticism (1989). (1) Moses Coit Tyler, The Literary History of the American Revolution (1897), vol. 1, p. 520. The best known study of the style of the Declaration is Carl Beckers The Literary Qualities of the Declaration, in his The Declaration of Independence: A Study in the History of Political Ideas (1922), pp. 194-223. Useful also are Robert Ginsberg, The Declaration as Rhetoric, in Robert Ginsberg, ed., A Casebook on the Declaration of Independence (1967), pp. 219-244; Edwin Gittleman, Jeffersons Slave Narrative: The Declaration of Independence as a Literary Text, Early American Literature 8 (1974): 239-256; and James Boyd White, When Words Lose Their Meaning: Constitutions and Reconstitutions of Language, Character, and Community (1984), 231 240. Although most books on the Declaration contain a chapter on the style of the document, those chapters are typically historical accounts of the evolution of the text from its drafting by Thomas Jefferson through its approval by the Continental Congress or philosophical speculations about the meaning of its famous passages. (2) As Garry Wills demonstrates in Inventing America: Jeffersons Declaration of Independence (1978), there are two Declarations of Independence the version drafted by Thomas Jefferson and that revised and adopted on July 4, 1776, by the Continental Congress sitting as a committee of the whole. Altogether Congress deleted 630 words from Jeffersons draft and added 146, producing a final text of 1,322 words (excluding the title). Although Jefferson complained that Congress mangled his manuscript and altered it much for the worse, the judgment of posterity, stated well by Becker, is that Congress left the Declaration better than it found it (Declaration of Independence, p. 209). In any event, for better or worse, it was Congresss text that presented Americas case to the world, and it is that text with which we are concerned in this essay. (3) Nothing in this essay should be interpreted to mean that a firm line can be drawn between style and substance in the Declaration or in any other wo rk of political or literary discourse. As Peter Gay has noted, style is form and content woven into the texture of every art and craft. . . . Apart from a few mechanical tricks of rhetoric, manner is indissolubly linked to matter; style shapes and is in turn shaped by, substance (Style in History 1974, p. 3). (4) All quotations from the Declaration follow the text as presented in Julian P. Boyd et al., eds., The Papers of Thomas Jefferson (1950 ), vol. 1, pp. 429-432. (5) Ephraim Chambers, Cyclopedia: Or, An Universal Dictionary of Arts and Sciences (1728), vol. 2, p. 621; Jonathan Edwards, Freedom of the Will, ed. Paul Ramsey (1957), p. 149. (6) Declaration of the Lords and Commons to Justify Their Taking Up Arms, August 1642, in John Rushworth, ed., Historical Collections of Private Passages of State, Weighty Matters in Law, Remarkable Proceedings in Five Parliaments (1680-1722), vol. 4, pp. 761-768; Declaration of the Continental Congress Setting Forth the Causes and Necessity of Their Taking Up Arms, July 1775, in James H. Hutson, ed., A Decent Respect to the Opinions of Mankind: Congressional State Papers, 1774-1776 (1975), pp. 89-98. The importance of necessity as a justification for war among nations is evident in the many declarations of war issued by European monarchs throughout the seventeenth and eighteenth centuries and is discussed in Tavers Twiss, The Law of Nations Considered as Independent Political Communities (1863), pp. 54-55. (7) The first additional invocation of the doctrine of necessity in the Declaration comes immediately after the preamble, when Congress states, Such has been the patient sufferance of these Colonies; and such is now the necessity which constrains them to alter their former systems of Government. The second is at the end of the penultimate section, in which Congress ends its denunciation of the British people by announcing, We must, therefore, acquiesce in the necessity, which denounces our Separation, and hold them, as we hold the rest of mankind, Enemies in War, in Peace Friends.(8) Thomas Paine, Common Sense: Addressed to the Inhabitants of America . . . (1776), pp. 41, 43. (9) Samuel Adams to Joseph Hawley, Apr. 15, 1776, Letters of Delegates to Congress, 1774 1789, ed. Paul H. Smith (1976 ), vol. 3, p. 528; Thomas Jefferson, Notes of Proceedings in the Continental Congress, Jefferson Papers 1: 312. (10) Jonathan Mayhew, A Discourse Concerning Unlimited Submission and Nonresistance to the Higher Powers . . . (1750), p. 45; John, Lord Somers, The Judgment of Whole Kingdoms and Nations, Concerning the Rights, Power and Prerogative of Kings, and the Rights, Privileges and Properties of the People (1710), par. 186; Algernon Sidney, Discourses Concerning Government (1693), p. 181; John Hoadly, ed., The Works of Benjamin Hoadly (1773), vol. 2, p. 36; Pacificus, Pennsylvania Gazette, Sept. 14, 1774. (11) Becker, Declaration of Independence, p. 201. (12) Hugh Blair, Lectures on Rhetoric and Belles Lettres (1783), vol. 1, pp. 206-207, 259. (13) Thoughts on English Prosody was enclosed in an undated letter of ca. October 1786 to the Marquis de Chastellux. The letter is printed in Jefferson Papers 10: 498; the draft of Jeffersons essay, which has not been printed, is with the letter to Chastellux in the Thomas Jefferson Papers, Library of Congress, Washington, DC. Julian P. Boyd, The Declaration of Independence: The Mystery of the Lost Original, Pennsylvania Magazine of History and Biography 100 (1976): 455-462, discusses Thoughts on English Prosody and its relation to Jeffersons reading text of the Declaration. Given the changes made by Congress in some sections of the Declaration, it should be noted that the style of the preamble is distinctly Jeffersonian and was approved by Congress with only two minor changes in wording from Jeffersons fair copy as reported by the Committee of Five. (14) William Duncan, The Elements of Logick (1748), p. 242. See also Isaac Watts, Logick: or, The Right Use of Reason in the Enquiry After Truth, 8th ed. (1745), p. 304; Henry Aldrich, A Compendium of Logic, 3d ed. (1790), p. 23. (15) Jefferson to Henry Lee, May 5, 1825, The Writings of Thomas Jefferson, ed. Paul Leicester Ford (1892-1899), vol. 10, p. 343. (16) Wilbur Samuel Howell, The Declaration of Independence and Eighteenth-Century Logic, William and Mary Quarterly, 3d Ser. 18 (1961): 463-484, claims Jefferson consciously structured the Declaration as a syllogism with a self-evident major premise to fit the standards for scientific proof advanced in William Duncans Elements of Logick, a leading logical treatise of the eighteenth century. As I argue in a forthcoming essay, however, there is no hard evidence to connect Duncans book with the Declaration. Jefferson may have read Elements of Logick while he was a student at the College of William and Mary, but we are not certain that he did. He owned a copy of it, but we cannot establish whether the edition he owned was purchased before or after 1776. We cannot even say with complete confidence that Jefferson inserted the words self-evident in the Declaration; if he did, it was only as an afterthought in the process of polishing his original draft. Moreover, upon close examination it b ecomes clear that the Declaration does not fit the method of scientific reasoning recommended in Duncans Logick. Its self- evident truths are not self-evident in the rigorous technical sense used by Duncan; it does not provide the definitions of terms that Duncan regards as the crucial first step in syllogistic demonstration; and it does not follow Duncans injunction that both the minor premise and the major premise must be self-evident if a conclusion is to be demonstrated in a single act of reasoning. The syllogism had been part of the intellectual baggage of Western civilization for two thousand years, and the notion of self-evident truth was central to eighteenth-century philosophy. Jefferson could readily have used both without turning to Duncans Logick for instruction. (17) Declaration in John Cowell, Nomothetes. The Interpreter, Concerning the Genuine Signification of Such Obscure Words and Terms Used Either in the Common or Statute Laws of This Realm . . . (1684). For the requirements of legal declarations in various kinds of civil suits during the eighteenth century, see William Selwyn, An Abridgement of the Law of Nisi Prius, 4th ed. (1817). (18) Fact in Samuel Johnson, A Dictionary of the English Language: In Which the Words are Deduced from Their Origins and Illustrated in Their Different Significations by Examples from the Best Writers (1755). (19) Oxford English Dictionary (1933), vol. 4, pp. 11-12; Sir William Blackstone, Commentaries on the Laws of England (1771), vol. 4, p. 39; The Annual Register, Or a View of the History, Politics, and Literature for the Year 1772 (1773), p. 57. (20) John Lind, Answer to the Declaration of the American Congress . . . , 5th ed. (1776), p. 123. Because the grievances are not numbered in the Declaration, there has been disagreement over how many there are and how they should be numbered. I have followed Sidney George Fisher, The Twenty-Eight Charges against the King in the Declaration of Independence, Pennsylvania Magazine of History and Biography 31 (1907): 257-303. An alternative numbering system is used by Wills, Inventing America, pp. 68-75. (21) Samuel Adams to John Pitts, ca. July 9, 1776, Letters of Delegates 4: 417. The sole congressional paper before the Declaration of Independence to list grievances topically was the 1774 Bill of Rights (Hutson, Decent Respect, pp. 49-57). (22) Thomas Hutchinson, Strictures upon the Declaration of the Congress at Philadelphia . . . (1776), p. 16; Ralph Cudworth, The True Intellectual System of the Universe (1678), p. 601; Richard Hooker, Of the Laws of Ecclesiasticall Politie (1594 1596), vol. 5, sec. 67, p. 178. (23) Between 1764 and 1766 England added twenty-five comptrollers, four surveyors general, and one plantation clerk to its customs service in America. It added seventeen more officials in 1767 with the creation of a Board of Customs Commissioners to reside in Boston. These appointments may also have generated a mild ripple effect, resulting in the hiring of a few lesser employees to help with office chores and customs searches, but there is no way to know, since the records are now lost. See Thomas C. Barrow, Trade and Empire: The British Customs Service in Colonial America, 1660 1775 (1967), pp. 186-187, 220-221. (24) Howard Mumford Jones, The Declaration of Independence: A Critique, in The Declaration of Independence: Two Essays (1976), p. 7; sentence against Richard III in Rotuli Parliamentorum; ut et petitiones placita in Parliamento (1783 1832), vol. 6, p. 276. (25) Thomas Jefferson to Maria Cosway, Oct. 12, 1786, Jefferson Papers 10: 451; John Adams to Benjamin Hichborn, May 29, 1776, Letters of Delegates 4: 96; Paine, Common Sense, pp. 40-42. (26) See note 20 for bibliographic information on Linds pamphlet. (27) Becker, Declaration of Independence, p. 197. (28) For the importance of fame and honor to the revolutionaries, see Douglass Adair, Fame and the Founding Fathers, in Fame and the Founding Fathers, ed. Trevor Colbourn (1974), pp. 3-26; Garry Wills, Cincinnatus: George Washington and the Enlightenment (1984), pp. 109 148; Bruce Miroff, John Adams: Merit, Fame, and Political Leadership, Journal of Politics 48 (1986): 116-132. The quotation about Jeffersons happy talent for composition is from John Adams to Timothy Pickering, Aug. 6, 1822, The Works of John Adams, ed. Charles Francis Adams (1850), vol. 2, p. 511. The statement about peers of the realm is from Blackstone, Commentaries 1: 40 (29) Francis Bacon, The Essayes or Counsels, Civill and Morall . . . (1625), pp. 313-314. See Adair, Fame and the Founding Fathers, pp. 114-115, for the importance of Bacons essay on honor among the revolutionaries. (30) Cf. Ginsberg, The Declaration as Rhetoric, p. 228. Declaration Page| Exhibit Hall National Archives and Records AdministrationURL: http://www.nara.gov/exhall/charters/declaration/decstyle.htmlemailprotectedLast updated: January 13, 1997

Promotion Mix To Create An IMC Campaign Marketing Essay Essay Example

Promotion Mix To Create An IMC Campaign Marketing Essay Paper As defined by the American Association of Advertising Agencies, integrated selling communications ( IMC ) is a construct of marketing communications be aftering that recognizes the added value of a comprehensive program ( Elliott, 2012, P:491 ) . Companies that sell merchandises or services use some or all of the constituents of a selling and communications mix, besides called a promotional mix. These include advertisement, personal gross revenues, gross revenues publicities, public dealingss and direct selling. Most national trade names use all parts of the mix, each in proportion to the demands of the merchandise. Cereal shapers, for illustration, concentrate most attempts and money on advertisement and gross revenues publicities, such as vouchers. Other merchandises call for different mix ratios, with some mix constituents wholly eschewed. We will write a custom essay sample on Promotion Mix To Create An IMC Campaign Marketing Essay specifically for you for only $16.38 $13.9/page Order now We will write a custom essay sample on Promotion Mix To Create An IMC Campaign Marketing Essay specifically for you FOR ONLY $16.38 $13.9/page Hire Writer We will write a custom essay sample on Promotion Mix To Create An IMC Campaign Marketing Essay specifically for you FOR ONLY $16.38 $13.9/page Hire Writer In add-on to these cardinal promotional tools, the seller can besides utilize other techniques, such as exhibitions and merchandise arrangement in films, vocals or picture games, which have been turning in popularity in recent old ages. Before continuing any farther, nevertheless, it is of import to emphasize that promotional mix determinations should non be made in isolation. As we saw with pricing, all facets of the selling mix demand to be blended together carefully. The promotional mix used must be aligned with the determinations made with respect to merchandise, pricing and distribution, in order to pass on benefits to a mark market. But for a soft-drinks shaper like Pepsi, IMC can besides be used can be used to make more communicating impact, e.g. Ad can be combined with gross revenues publicities and a small spot of public dealingss such as sponsorship/events. From the facts of the instance survey, Pepsi used a new attack in its selling communicating. Pepsi holds the figure one, 3rd and 4th place among music, overall place among all companies, and amusement channels. It gives a important part on the music channels with 12.81 % portion of coverage and holds the first place in that class. It has the 3rd place on the whole Television media with overall 4.29 % portion of coverage, the effectivity of which is reported in decrease by research workers ( Kotler A ; Keller 2006, p.576 ) . Similarly, it comes at figure 4th on amusement channels. Overall, these new media win the trust of consumers by linking with them at a deeper degree. Sellers are taking note of many different societal media chances and get downing to implement new societal enterprises at a higher rate than of all time before. Social media selling and the concerns that utilize it have become more sophisticated. Q2. How efficaciously has Pepsi integrated digital and traditional media for the publicity of their merchandises? Provide examples of digital media used. Nowadays 1000000s of consumers converse on a day-to-day footing in on-line communities, treatment forums, web logs and societal webs. They turn to the Internet to portion sentiments, advice, grudges and recommendations. It has been said that traditional media is losing its face value and that the Internet is a craze and digital merely applies to the millenary coevals. While that may look true, if you want to remain on the advanced cusp for your concern, utilize both traditional and internet media selling and here are some grounds why: 1. On-line conversations can power or deflate a company s trade name. Do you hold a presence? 2. Discover specific issues that are being discussed around your company, trade name or organisation and make feedback to these issues. 3. There may be events, tendencies and issues that may be act uponing industry and trade name bombilation. 4. Measure how your online and offline selling runs resonate with consumers. 5. Leverage viva-voce to drive trade name credibleness, and finally gross revenues if you use face-to-face selling, Internet Marketing, Search Engine Optimization Strategy, and Social Media Strategy right. Peoples are more likely to pass on through both viva-voce and societal media when they are engaged with the merchandise, service, or thought. This battle may come of course for protagonists of causes, political campaigners, and voguish new technological merchandises. However, it can besides be creatively stimulated for merchandises and services which generate less psychological engagement of clients. For illustration, Pepsi ( 2008 ) uses its Pepsi Stuff online client trueness plan to prosecute consumers by enabling them to deliver points for MP3 downloads, telecasting show downloads, Cadmiums, DVDs, electronics, and dress. Political campaign participants are besides allowed to take part in sweepstakes drawings for larger awards, such as place theatre systems and trip giveaways. Coca Cola ( 2008 ) has a similar run entitled My Coke Rewards. Harmonizing to Nielson research, Television users watch more than of all time before ( an norm of 127 hour, 15 min per month ) and these users are passing 9 % more clip utilizing the Internet ( 26 hour, 26 min per month ) from last twelvemonth. Approximately 220 million Americans have Internet entree at place and/or work with a turning figure utilizing the Internet for research and societal media. Knowing this research, traditional media entertains and communicates to a mass audience whereas digital media entertains, communicates with, and engages the person. The benefits of digital media can be extremely mensurable and sellers can frequently see a direct consequence in the signifier of improved gross revenues in add-on to set uping a direct nexus with the consumer. This can besides be cost effectual. However, the booby traps of digital selling can be that the medium is new, invariably altering and germinating with consequences that vary. You frequently acquire what you ask for! Digital media is known as digitized content ( text, artworks, sound and picture ) that can be transmitted over the Internet. While digital media ingestion such as chirrup, facebook, youtube etc have increased enormously, Pepsi can non disregard consumers who still rely on traditional media for their enlightening and amusement demands, as a consequence, 2/3 of their advertisement budget is still dedicated to traditional media. Sellers must strike a good balance between utilizing traditional and digital/social media and other promotional tools Q3. How might Pepsi step the effectivity of its new run? Provide examples. The most suited standards for measuring the effectivity of advertisement, depends on a figure variables, such as the advertisement ends, the type of media used, the cost of rating, the value that the concern or advertisement bureau topographic points on rating steps, the degree of preciseness and dependability required, who the rating is for and the budget. It is hard to accurately mensurate the effectivity of a peculiar advertizement, because it is affected by such things as the sum and type of anterior advertisement The best measuring of a run s effectivity is its ability to run into its aims. From the instance survey, Pepsi s aims could be: Attract more rival s users ( such as Coca-Cola ) Increase gross revenues volume Hold present Customers Create trade name consciousness To project a rejuvenated image for Pepsi as a socially responsible corporation To alter consumer attitudes from impersonal or unfavorable ( it is a soft drink after all ) to positive To utilize newer, digital media to prosecute in bipartisan communicating with their customers/public. To pass on its new image via it new packaging By and large, Pepsi could utilize the followers to mensurate the run s effectivity: Stimulate an addition in gross revenues Remind clients of the being of a merchandise Inform clients Construct a trade name image Build client trueness and relationship Change client attitudes Sellers recognize that in the modern universe of selling there are many different chances and methods for reaching current and prospective clients to supply them with information about a company and/or trade names. The challenge is to understand how to utilize the assorted IMC tools to do such contacts and present the stigmatization message efficaciously and expeditiously. A successful IMC plan requires that sellers find the right combination of communicating tools and techniques, define their function and the extent to which they can or should be used, and organize their usage. To carry through this, the individuals responsible for the company s communicating attempts must hold an apprehension of the IMC tools that are available and the ways they can be used.

Frank McCourts Angelas Ashes and James Joyces A Portrait of the Artist as a Young Man Essays

Frank McCourts Angelas Ashes and James Joyces A Portrait of the Artist as a Young Man Essays Frank McCourts Angelas Ashes and James Joyces A Portrait of the Artist as a Young Man Paper Frank McCourts Angelas Ashes and James Joyces A Portrait of the Artist as a Young Man Paper such as Thou shalt love the Lord thy God, Let us love one another and so on. 2. Sentences expressing moral views, such as Brethren, these things ought not so to be, It is not good for man to be alone etc. 1 The remaining points highlight sentences expressing factual truths, sentences expressing analytic truths, and sentences that inform the reader about the supernatural and metaphysical. : The concerns of Joyce and McCourt, though, appear to be with the first two types (more detailed examples of exactly how will soon follow). The focus of Angelas Ashes is primarily McCourts schooldays, during which time the principal tenets of Christianity are drummed into them in the form of commands, injunctions, exhortations, wishes etc. mainly in application to heresy, both written and spoken (Thou shalt not take the name of the Lord in vain and so on). Equally, there are a great many instances of this in Joyces novel. The list delivered above by J Wilson, however, seems rather basic and not as detailed as others, such as the following list and diagram courtesy of Mr G. B. Caird: We use words: (1) to talk about people, things and ideas [informative]; (2) to think [cognitive]; (3) to do things and to get things done [performative and causative]; (4) to display or elicit attitudes and feelings [expressive and evocative]; and (5) to provide a means of communal solidarity [cohesive]. The first two clearly belong together we shall call these two uses referential. Similarly the third and fourth uses belong together under the general heading commissive, since we involve ourselves in or commit ourselves to the actions, attitudes and feelings to which we give utterance. Use Virtue Vice Referential Informative Truth Falsehood Referential Cognitive Rationality Fallacy Commissive Performative Validity Invalidity Commissive Expressive Sincerity Insincerity Cohesive Rapport Discord The various uses and abuses of language operate sometimes in isolation, but far more often in combination. The crucial difference between the exemplars presented by the two theorists is not in the greater detail that Caird gives, but in the fact that Caird recognises the capacities of abuse that religious language can facilitate as well as those of positive use. It is my belief that examples of all five categories that he lists can be found in the novels to be explored here, albeit under several sub-categories. It is this approach (loosely based on Caird, but with sub-categories) that I will be using to examine the language of religion as well as its relation to the use of Irish in the church. The first sub-category, as it were, which neither theorist mentions explicitly but I believe to be found copiously in both novels, is that of language as a threat. Admittedly, Caird almost gets there, asserting that when we reach the point at which words are used as weapons, it is inevitable that there should be a clash between the referential use of language, whose object is truth, and the emotive use, whose object is victory. 3 Of course, the sheer number of examples means that not all will be mentioned here. The first of the most significant comes in Portrait, where a preacher is speaking to Stephen Dedalus, among others, about the devils that they will meet in hell if they do not act in a Christian manner. Such is the language of those fiendish tormentors, words of taunting and of reproach, of hatred and of disgust O, my dear little brothers in Christ, may it never be our lot to hear that language! 4 Not only does the preacher use his words to dissuade the boys from bad behaviour, he also layers the threat by emphasising the dreadful heresy that comes from the mouths of devils. The theme of heresy which could perhaps be dubbed another sub-category, and which is an important product of both spoken and written language in a religious context is a thread that runs throughout both novels, particularly in McCourts case. He recounts one incident when, after saying to a priest that Emers wife won him in a pissing contest, heard from another child who had apparently read it in a book, the priest urges him to turn your mind from those silly stories because books can be dangerous for children5 presumably to direct the children to safer forms of the written word, such as the Bible. Earlier in the novel, McCourts younger brother is rebuked for using the word shitty (you could go to hell using a word like that [McCourt, 40]) and in Portrait, similarly, Dante reproaches those at the dinner table with the words nice language for any Catholic to use [Joyce, 35]. If people are deliberately heretical, then it is probably most closely described by Cairds point 4 (language to express and evoke emotion and feeling). However, there are plenty of circumstances where people are apparently heretical without knowing it. Some of the examples already given could easily fall into this category. Mr Tate also accuses Stephen Dedalus of having heresy in his essay [Joyce, 89], and it is implied that Stephen was unaware of the nature of his words. The implication is that as a religious person one should only use language for good, thus allowing a form of censorship to continue. Heresy, though, it could be argued (and this can be applied to any communication to which people take offence), is largely defined by levels of society who want other levels of society to feel a certain way; or at best, this definition is highly dependent on the person reading the heresy or offensive words. This leads neatly to the notion, addressed by both authors, that religious language is ambiguous. Whether this is done expressly or unintentionally is another matter and would take this essay too far into the realms of philosophy and issues related to censorship. Mr J Prescott points out that the young Dedalus [becomes] aware of a deficiency in the language6, and this is largely applicable to both novels. Perhaps crucially, it is not only the children in the novels but also the adults who are painfully aware of this ambiguity. After McCourts first Communion, his grandmother feeds him an enormous Communion breakfast, which he promptly vomits up into her back garden (along with, one assumes, the Communion wine and wafer). His grandmother sends him to Confession, where the priest tells McCourt to tell your grandmother to wash God away with a little water [McCourt, 144]. Upon his return his grandmother asks him, Ordinary water or holy water? On replying that he didnt know because he hadnt asked and the priest hadnt said, McCourt is promptly sent back to the confessional to find out. This amusing anecdote is highly illustrative of the onus placed on the church to get things right and the faith that Catholics placed in the language of religion perhaps more than in the religion itself. As McCourt grows up, he slowly discovers that adultery is not just impure thoughts, words and deeds (as drummed into him at school), during an illicit library session, where, among other things, he looks up the word virgin in the dictionary and reads a book of Chinese essays on love (which results in him being promptly ejected from the library). This is perhaps a baser example than Dedalus discussion of the definition of the Latin word claritas [Joyce, 242], but in both cases, the ambiguity is slowly dissipated and the ideas behind the opaque language of religion become far clearer. Both authors use other languages as metaphors to further illustrate this point. Towards the end of Portrait, Dedalus describes a conversation with Ghezzi, which began in Italian and ended in pidgin English [Joyce, 283], which in itself denotes the confusion and transience often associated with the language of religion (not to mention language in general). Both novels make great use of Latin (and in particular, memorising it ritualistically without necessarily memorising the meaning) to much the same end. This obsessive quality associated with Latin can also be found in many of Seamus Heaneys language poems, demarcating Latin as something deeply associated with Ireland and Irish language in general as well as the language of the church. One critic, though, dismisses Latin as merely a starting point rather than a model7 this seems greatly erroneous in light of all of the Latinate references in both texts and the way this is made to tie in with Irish. This quotation from Angelas Ashes seems fairly representative of how both authors choose to demonstrate this line of reasoning: We have to know them [the prayers and creeds] in Irish and English and if we forget an Irish word and use English he goes into a rage and goes at us with the stick. If he had his way wed be learning our religion in Latin, the language of the saints who communed intimately with God and His Holy Mother, the language of the early Christians, who huddled in the catacombs and went forth to die on rack and sword, who expired in the foaming jaws of the ravenous lion. Irish is fine for patriots, English for traitors and informers, but its the Latin that gains us entrance to heaven itself. Its the Latin the martyrs prayed in when the barbarians pulled out their nails and cut off their skin inch by inch. The reiteration of Latin, Latin, Latin relates directly to other anecdotes in both novels: McCourts father taking the part of priest to make sure he knew the responses for Mass in Latin; Dedalus admiring at how the prefect of the chapels memory seemed to know the responses [Joyce, 19] both instances proving highly performative, giving further credence to Cairds model of religious language. Despite this emphasis on Latin, though, the effects of religious language on Irishness (and vice versa) is far more complex than it may first appear. Initially a utilitarian approach was favoured, with English becoming the favoured language for the pulpit and for religious instruction at the end of the eighteenth century. Daniel OConnell (also known as The Liberator or The Emancipator), a prominent political leader in the first half of the nineteenth century, also turned his back on Irish for reasons of expediency, despite having been brought up to speak Irish, declaring that he was sufficiently utilitarian not to regret its gradual passing8. It seems fair to say, from McCourts writings, that people in Ireland (even in the early 20th century, which is where his memoirs are set) were suffering from receiving mixed messages from the church and from their elders: They hit you if you cant say your name in Irish, if you cant say the Hail Mary in Irish, if you cant ask for the lavatory pass in Irish One master will hit you if you dont know that Eamon de Valera is the greatest man that ever lived. Another master will hit you if you dont know that Michael Collins is the greatest man that ever lived. Mr Benson hates America and you have to remember to hate America or hell hit you. Mr ODea hates England and you have to remember to hate England or hell hit you. If you ever say anything good about Oliver Cromwell theyll all hit you. [McCourt, 85] Every movement, however slight, had political implications and religious semantics ingrained within it, tangled further by the administration throughout history, who seemed to delight in moving the linguistic goalposts. Various strategies from the Gaelic League and the Old English clergy dictated the use of spoken Irish rather than classical Irish, since their concern was to teach religion, not language9 (in the case of the latter) and pushed the link between true religion and the native language (in the case of the former). The effective founder of the Gaelic League, Eoin MacNeill, had no doubt that these were deeply interfused, observing that When we learn to speak Irish, we soon find that it is what we may call essential Irish to acknowledge God, His presence, and His help, even in our most trivial conversation. 10 For Eoin MacNeill, the use of Irish wasnt simply about sustaining the use of a minority language or even about being at loggerheads with the English. His statement on the issue implies that he felt closer to God when he prayed in Irish, which in turn also implies the possibility that religious language could potentially be the culprit for stirring emotion, particularly in Stephen Dedal us case, rather than religion itself. When the words mulier cantat are sung by the woman in the church, it is the soft beauty of the Latin word [Joyce, 278] that proves almost hypnotic for Cranly and Stephen rather than the religious undertones (also see Joyce 193). Immediately following this passage, Stephen becomes angry at almost having been seduced by religion itself, when he knows it was only the languages beauty doing its work: The verses passed from his mind to his lips and, murmuring them over, he felt the rhythmic movement of a villanelle pass through them. The roselike glow sent forth its rays of rhyme; ways, days, blaze, praise, raise. Its rays burned up the world, consumed the hearts of men and angels The earth was like a swinging swaying censer, a ball of incense, an ellipsoidal ball. The rhythm died out at once; the cry of his heart was broken. His lips began to murmur the first verses over and over; then went on stumbling through half verses, stammering and baffled; then stopped. [Joyce, 248]. This almost religious reaction to a non-religious event is common throughout Portrait and later proves ironic as this religious element clings to Stephen like a residue, even when he is attempting to break away from religion. This is perhaps what Caird meant by the expressive, emotional, evocative element of religious language. To (one would guess) a similar end, Joyce also habitually uses religious metaphor not just in Portrait (how could a woman be a tower of ivory or a house of gold? [Joyce, 40]), but also in one of the short stories featured in Dubliners, The Dead, to name but two examples: His soul swooned slowly as he heard the snow falling faintly through the universe and faintly falling, like the descent of their last end, upon all the living and the dead. 11 The use of hieratic language in non-hieratical matters seems to be a favourite technique. Alongside that of religious metaphors, Joyce and McCourt both raise issues of naming in relation to religion. It is difficult to concisely express the significance that this has without getting into complex discussions of whether naming need be semantic. In McCourts novel, this mainly concerns his encounters as a boy with Mrs Leibowitz, a Jewish woman. In the two instances concerned, she comments on the name of his little brother Malachy in the first (nice Chewish name [McCourt 29]) and on their pronunciation of challah in the second (Malachy calls it pull bread but Mrs Leibowitz says, No, its challah, and teaches us how to say it. She shakes her head. Oy, you Irish. Youll live forever but youll never say challah like a Chew. [McCourt, 38]). The author himself is also named after St Francis of Assisi, a common practice. Joyces treatment of the issue is more semantic: God was Gods name just as his name was Stephen. Dieu was the French for God and that was Gods name too; and when anyone prayed to God and said Dieu then God knew at once that it was a French person that was praying. But, though there were different names for God in all the different languages in the world still God remained always the same God and Gods real name was God. [Joyce, 17-18] Joyce implies here that religious language is not important, because all languages apparently lead to the same God; whereas Eoin MacNeill clearly disagreed, in his endorsement of the use of Irish for prayer. However, critics point out that historically, Joyce stands precisely at a juncture where Catholic nationalism disregards its rural and Gaelic culture in favour of an engagement with British democracy and its very different codes and discourses12. He is bound, therefore, to reflect such confusion in his work and even to attempt rebellion therein, by homogenising all languages and implying that they will all reach God in the same way. Equally, when Stephen is at the university, Latin is used as a joke-his friends translate colloquial phrases like peace over the whole bloody globe into Latin because they find the academic sound of the translation amusing. This jocular use of Latin mocks both the young mens education and the stern, serious manner in which Latin is used in the church. These linguistic jokes demonstrate that Stephen is no longer serious about religion. The two central texts on which this paper concentrates are positioned at a key crossroads of Irish literature. It is hardly surprising that the two authors give such diverse messages in their works regarding the language of religion itself, for the history of the use of language in the church is nothing short of convoluted. Ireland imposes a set of oppressive binaries, namely in the form of religion and nationalism, from which the authors can escape only through the ambiguity of language. Both authors portray confusion in this area, with Stephen Dedalus in Portrait ironically using rather hieratic language as he attempts to elevate himself and his life above and beyond what religion can provide. McCourt, however, is more philosophical as the language of religion becomes clearer with age, pointing out that the ambiguity of language is used in a great many other contexts, such as the euphemistic terming of death as going to sleep. The two authors successfully demonstrate how language is an instrument of control as well as of communication, with linguistic forms allowing significance to be conveyed and distorted; they also successfully demonstrate how hearers can be both manipulated and informed, and (in some cases) manipulated while they suppose they are being informed. 3 The many fluctuations between Irish, English and Latin in the churchs history of this period leave many question marks over religious language for both authors. Ultimately, though, the language of religion is ultimately manipulated for personal or political gain either by the church, to stop their children leaving the flock; or, in the case of Joyce, by the protagonist Stephen Dedalus, in order to justify hi s desertion of religion altogether.