Sexual Appeal Approach in Product Promotion

Question: Talk about theSexual Appeal Approach in Product Promotion. Answer: Presentation: The sexual intrigue approach in item advancement is alluded to the eroticized symbolism of ladies to incite the inner self of men and lure them for buying the items. This specific business approach is inescapable to such an extent that it utilizes ladies model to uncover some ebb and flow of their rear ends to draw in more client for their business. The sexual intrigue approach has been pattern for item advancement exercises over the world for quite a while. This specific showcasing methodology has been actualized in the game advancement of International market. In this specific situation, this article intends to talk about the foundation of sexual intrigue approach in item advancement. It additionally shows the moral thought of actualizing the sexual intrigue approach. Moreover, it additionally recognizes the usage work on concerning the sex offer methodology in India. Besides, it uncovers the ramifications of sexual intrigue approach in item advancement in India. Foundation of the Sex Appeal in Product Promotion: The sexual intrigue approach has been utilized in the item advancement since the last quarter of eighteenth century. The significant instruments for utilizing the sexual intrigue approach have been delineation of alluring ladies just as woodcuts. By and large, it has been recognized that tobacco, tonics just as cantinas brands actualized this promoting system in a huge manner. It was asserted by different organizations that the sexual intrigue affects expanding the deals just as buyer intrigue (Wee, Choong Tambyah, 1995). For example, the most punctual utilization of sex bid was led by the Pearl Tobacco brand in the time of 1871. It offered explicitly inciting exchanging cards inside the W. Duke Sons cigarette parcel, which changed the organization in to driving brand inside two decades. There has been heaps of other execution of sex claim approach led by sex and cleanser, condom, pieces of clothing organizations. The significant models are advancement of Woodburys Facial Soap, KamaSutra condom, Benetton pieces of clothing and Calvin Klein pants Company (Adhikari, 2016). After this long excursion of two centuries the sexual intrigue approach is as yet demonstrated as most critical promoting methodology for speaking with the commercial center. Moral Consideration of Using Sex Appeal in Product Promotion: It is normally viewed as that the advertising is profoundly subject to unscrupulous practice. The intricacy of this specific conversation gets a step higher when the sex advance methodology is blended in with the adolescent section. In the current universe of education the ads are not made a decision about dependent on philosophical proclamation however the related objection or input (Putrevu, Swimberghek, 2013). In this way, the publicists must build up their item advancement as per the moral judgment of the general public. In the Indian market it has been seen that ladies are as yet spoken to as the torpid character in the notice. The promoters must remember that the sexual prevalence sign is offense over the ladies right. As media assumes a huge job in the societys recognition improvement they can't utilize ladies as female horse sex object in their item advancement (Peloza, White Shang, 2013). Notwithstanding that, the publicists must not utilize ladies for simply making a sexual appeal to the item advancement. Moreover, the promote expert has no power over the watching crowds. Accordingly, they ought exclude sexual insinuation in the high schooler portion as it will give an off-base sign in this psychological improvement stage. Sex Appeal Implementation Practice in Product Promotion in India: The examination on the sexual intrigue execution practice in India uncovers that the ladies have been seen to be utilized in family unit, washroom and kitchen item advancement as a primary character (Shimp Andrews, 2012). In any case, the on-camera delegates of the item just as voice-overs are male. From one viewpoint, the male are see to speak to the legitimate just as autonomous jobs though the female were introduced as lethargic character in the promotion. Additionally, it has been seen that females are seen to get endorsement from relatives while the male are noted to pick up endorsement from their companions. It plainly demonstrates an endeavor to set up the sexual orientation predominance in Indian culture that regularly confused the shoppers as they think of it as normal request of the general public (Percy Rosenbaum-Elliott, 2016). It has been additionally seen that larger part of the notice will in general depict the female character as a sex object or a methods for stroking the inner self of the buyers. In the greater part of time the commercial uses ladies for recreational reason instead of embellishing reason. Be that as it may, the contemporary contention has constrained the organizations to utilize the ladies in increasingly definitive job, but it is restricted to the female utilized items advancements. Sex Appeal Implication in Product Promotion in India: The publicizing business exceptionally underscore on the adage sex sell that builds up the significance just as reliance of item advancement on the sexual intrigue approach. The broad investigation on the buyer conduct has unequivocally shown that dominant part of the customers get stirred from the item advancement that has utilized sexual intrigue approach. It is seen that this excitement makes a high acknowledgment of the sexual substance related with the item advancement and subsequently the brand (Bharti Kumar, 2016). This acknowledgment at last creates the deals of the item. Be that as it may, it is contended by (Shanthi Thiyagarajan, 2012) that regardless of the high deals the shopper center around recalling the brand itself not for its element yet its sexual promotion. It evidently cheats the significance of the item while keeping up the picture of sexual allusion. The current investigation on the buyer response uncovers that the young ladies contrast them and the models of the promotion. The glorified pictures of will bring down their smugness and increase the expectation of their physical engaging quality. Notwithstanding that, it is seen that the youngsters and ladies hugely see the ad situation as the best possible request society setting. Along these lines, the utilization of torpid job will impede the situation of ladies in the general public. Indian Regulation Regarding Sexual Approach in Product Promotion: The guideline seeing the sexual intrigue approach as the item advancement is profoundly dubious and befuddling in India. From one perspective the Indecent Representation of Women (Prohibition) Act 1986 limits the sponsors to utilize ladies in any publicizing scene for making profane and revolting job (Eko, 2016). Then again, it likewise offers the degree for the imaginative publicists to utilize ladies as a symbol of torpid sex object in the item advancement. The ad in India is principally observed by Board of Censors before figuring it out. Blue pencil just spotlight on the utilization of sexual scenes in promotion as far as their importance with the ad topic at an entire (Trehan Singh, 2013). This specific condition presents an incredible open door for the touchy just as genuine disapproved of stylish commercial maker to build a turnaround approach to utilize ladies for a similar reason. The Censor in India neglects to see that media simply need to show their message rather than legitimately presenting the ladies to nakedness and disgusting job. In t has been seen that publicists all the more regularly ignore the contemporary cultural standards just as changing worth framework at the hour of following sex bid approach of item advancement (Nettelhorst Brannon, 2012). Suggested Practice in Sexual Approach in Product Promotion: It is profoundly imperative to inform the crowds on account of placing sexual insinuation in the notice. The ethical multifaceted nature of sexual intrigue approach must be perceived by the promoting specialists just as media. In this circumstance, the publicists need to incorporate this aspect of certainty at the hour of building up this business advancement. In this unique circumstance (Wolf, 2013) contended that the moral thought is streaming idea and it can change with the progression of time. In this way, it is obvious that the fittingness just as acknowledgment of the sexual intrigue approach in the general public should likewise change alongside the point of view of the general public individuals or crowds. Considering the above realities it very well may be expected that the most morally solid practice would be first survey the impression of the base crowd. It will clearly assist the sponsors with understanding the best possible rule at the hour of creating commercial. In addition, it has been additionally viewed as that in the contemporary world the people are allowed to settle on their decision freely, decently just as similarly. In this manner, the notice specialists must not demonstrate any sexual strength or predominance in their business advancement. End: It tends to be seen from the above-examined article that item advancement is huge piece of building up the view of the customers. It not just makes the inclination of the client as for items yet additionally the cultural request. The female are frequently utilized in the notice as a torpid character just as sex article to make sexual vitality among the client. This sexual vitality creates critical item acknowledgment among the purchasers. As the edit for the most part centers around the foul film on the item advancement, the promoters will in general make sexual insinuation for a similar reason. It upsets the cultural situation of the ladies and makes negative effect on the youthful clients. The publicists ought to follow an increasingly moral methodology by utilizing ladies in progressively definitive job and avoiding the sexual intrigue come nearer from the advertising rehearses. Reference List: Adhikari, H. (2016). Media Using Womens Body as an instrument of Consumersim: A Stu

Yellow Wall Paper And Women Role Essays - Mental Illness In Fiction

Yellow Wall Paper And Women Role In the nineteenth century, ladies in writing were regularly depicted as accommodating to men. Writing of the period frequently described ladies as abused by society, just as by the male impacts in their lives. The Yellow Wallpaper presents the sad story of a lady's plunge into melancholy what's more, franticness. Gilman once expressed Ladies' subjection will possibly end when ladies lead the battle for their own self-rule, in this manner liberating man just as themselves, since man experiences the contortions that originate from strength, similarly as ladies are scarred by the enslavement forced upon them (Lane 5). The Yellow Wallpaper splendidly outlines this way of thinking. The storyteller's declining emotional well-being is reflected through the attributes of the house she is caught in and her significant other, while attempting to secure her, is really decimating her. The storyteller of the story goes with her PCP/spouse to remain in a frontier house for the late spring. The house should be where she can recoup from extreme post pregnancy anxiety. She cherishes her infant, however knows she can't deal with him. It is lucky Mary is so acceptable with the infant. Such a dear infant! But then I can't be with him, it makes me so apprehensive (Gilman 642). The imagery used by Gilman is to some degree cockeyed from the regular. A house for the most part represents security. In this story the inverse is valid. The hero, whose name we never learn, feels caught by the dividers of the house, similarly as she is caught by her psychological sickness. The windows of her room, which regularly would represent a feeling of opportunity, are banished, holding her in. (Biedermann 179, 382). From the start the peruser is given a feeling of the tyrannical propensities of the storyteller's better half, John. The storyteller lets us know: John is a doctor, and maybe ? (I would not say it to a living soul, obviously, however this is dead paper and an incredible alleviation to my mind) ? maybe that is one explanation I don't recover quicker (Gilman 640). It is horrendously evident that she feels caught and incapable to communicate her fears to her better half. He doesn't trust I am debilitated. Furthermore, what can one do? In the event that a doctor of high standing and one's own significant other guarantees companions what's more, family members that there is actually nothing the issue with one except for brief apprehensive despondency ? a slight insane propensity ? what is one to do? Her better half isn't the main male figure who overwhelms and persecutes her. Her sibling, likewise a specialist, says something very similar (Gilman 640-641). Since the story is written in journal design, we feel particularly near this lady. We are in contact with her deepest musings. The strength of her spouse, and her response to it, is reflected all through the story. The storyteller is ceaselessly agreeable, bowing to her better half's desires, despite the fact that she is troubled and discouraged. Her better half has received that she should have complete rest on the off chance that she is to recoup. This is an immediate corresponding to Gilman's life, wherein during her disease she was treated by a specialist who acquainted her with the rest fix. She was told to carry on with a residential life, just lock in in scholarly exercises two hours per day, and never to contact pen, brush, or then again pencil once more as long as she lived (Gilman 640). In this story, the storyteller's better half, John, doesn't need her to work. So I . . . am completely taboo to ?work' until I am well again(Gilman 641). John doesn't need her to compose. There comes John, and I should put this away ? he prefers not to have me compose a word(Gilman 642). It is likewise a direct implication to Gilman's own experience that the storyteller is encountering serious post birth anxiety. Gilman experienced a similar ailment after the birth of her own girl (Gilman 639). It is intriguing that the room her spouse decides for them, the room the storyteller detests, is the nursery. The storyteller portrays the nursery as having banned windows and being terrible (Gilman 641-642). The storyteller's reaction to the room is a further case of her compliant conduct. I don't care for our room a piece. I needed one ground floor that opened onto the piazza and had roses everywhere throughout the window, and such entirely antiquated chintz hangings! In any case, John would not hear of it (Gilman 641). In spite of the fact that she is basically a detainee in the room, she is

Book Riots Deals of the Day for December 21st, 2019

Book Riot’s Deals of the Day for December 21st, 2019 Sponsored by Read Harder Journal, a reading log brought to you by Book Riot. These deals were active as of this writing, but may expire soon, so get them while they’re hot! Todays  Featured Deals Sisters of the Revolution: A Feminist Speculative Fiction Anthology edited by Ann VanderMeer and Jeff VanderMeer for $0.99. Get it here,  or just click on the cover image below. Tumbling by Diane McKinney-Whetstone for $0.99. Get it here,  or just click on the cover image below. The Vine Witch by Luanne G. Smith for $4.99. Get it here,  or just click on the cover image below. Mangos and Mistletoe: A Foodie Holiday Novella by Adriana Herrera for $2.99. Get it here,  or just click on the cover image below. In Case You Missed Yesterdays Most Popular Deals They Called Us Enemy by George Takei, Justin Eisinger, Steven Scott, and Harmony Becker for $4.99. Get it here,  or just click on the cover image below. Dept. of Speculation by Jenny Offill for $2.99. Get it here,  or just click on the cover image below. Previous Daily Deals That Are Still Active As Of This Writing (Get em While Theyre hot!): What Alice Forgot by Liane Moriarty for $2.99 The Watchmaker of Filigree Street by Natasha Pulley for $2.99 Summer Hours at the Robbers Library by Sue Halpern for $0.99 We Set the Dark on Fire by Tehlor Kay Mejia for $1.99 The Double: A Novel by José Saramago, translated by Margaret Costa for $1.99 Shadowshaper by Daniel José Older for $1.99 American Royals by Katharine McGee for $4.99 The Secret, Book Scone Society by  Ellery Adams for $1.99 Patternmaster by Octavia E. Butler for $1.99 Birthday by Meredith Russo for $2.99 The Duchess of Bloomsbury Street by  Helene Hanff for $1.99 All This Could Be Yours by Jami Attenberg for $2.99 All About Love by bell hooks for $1.99 The Color of Water by James McBride for $1.99 The Unlikely Adventures of the Shergill Sisters by Balli Kaur Jaswal for $2.99 The Likeness by Tana French for $1.99 The Hole: A Novel by Hye-young Pyun and translated by Sora Kim-Russell for $1.99 The Serpent of Venice by Christopher Moore for $1.99 Florida by Lauren Groff for $4.99 The Dragon Republic (The Poppy War Book 2) by R. F. Kuang for $2.99. Goldie Vance Vol. 1 by Hope Larson, illustrated by Brittney Williams for $4.49 Guapa by Saleem Haddad for $1.99 The Unlikely Escape of Uriah Heep by H. G. Parry for $2.99 The Future of the Mind: The Scientific Quest to Understand, Enhance, and Empower the Mind by Michio Kaku for $2.99 What Doesnt Kill You Makes You Blacker: A Memoir in Essays by Damon Young for $2.99 The Rage of Dragons by Evan Winter for $2.99 Empire of Sand by Tasha Suri for $4.99 Queen of the Conquered by Kacen Callender for $2.99 Blackfish City by Sam J. Miller for $1.99 Travels by Michael Crichton for $1.99 A Prince on Paper by Alyssa Cole for $1.99 Invasive by Chuck Wendig for $1.99 The Dragon Republic by R.F. Kuang for $2.99 Slayer by Kiersten White for $1.99 Chasing Down a Dream by Beverly Jenkins for $2.99 The Field Guide to the North American Teenager by Ben Philippe for $1.99 I Believe in a Thing Called Love by Maurene Goo for $2.99 Im Telling the Truth, but Im Lying by Bassey Ikpi for $2.99 Upstream: Selected Essays by Mary Oliver for $4.99 Vita Nostra by Marina and Sergey Dyachenko, translated by Julia Meitov Hersey for $1.99 Opposite of Always by Justin A. Reynolds for $1.99 How to Live Safely in a Science Fictional Universe by Charles Yu for $2.99 News of the World by Paulette Jiles for $2.99 A Woman is No Man by Etaf Rum for $2.99 Dont Call Us Dead by Danez Smith for $2.99 Wild Beauty by Anna-Marie McLemore for $2.99 The Gilded Wolves by Roshani Chokshi for $2.99 Fatality in F (A Gethsemane Brown Mystery Book 4) by Alexia Gordon for $4.99 Reckless by Selena Montgomery for $3.99 Fruit of the Drunken Tree by Ingrid Rojas Contreras for $4.99 Black Water Rising by Attica Locke for $1.99 Revelation Space by Alastair Reynolds for $2.99 The Ensemble: A Novel by Aja Gabel for $4.99 Cant Escape Love by Alyssa Cole for $1.99 Brown Girl in the Ring by Nalo Hopkinson for $5.99 Ark by Veronica Roth for $1.99 Ten Women by Marcela Serrano for $3.99 Flights by Olga Tokarczuk for $4.99 The Price of Salt by Patricia Highsmith for $0.99 Ormeshadow by Priya Sharma for $3.99 Sisters of the Vast Black by Lina Rather for $3.99 Prophecy  by Ellen Oh for $2.99 Along for the Ride  by Mimi Grace for $2.99 Sign up for our Book Deals newsletter and get up to 80% off books you actually want to read.

The First Three Kings Of Israel - 984 Words

The nation of Israel was set apart as holy to the LORD. But they When the children of Israel demanded a king, they did so to be like the other nations. The first three kings were Saul, (outwardly tall, handsome and strong—a seemingly good choice for a king, but inwardly arrogant, proud and unrepentant—not God’s choice), David (a man after God’s own heart who repented of his sins and as such was God’s choice), and Solomon (the wisest man who ever lived, but because of covenant disobedience became the catalyst for the division and ultimate exile of Israel. Because the judges were corrupt, and because everyone else had a king, Israel asked for one too. They were rushing God’s timing, by asking for a king â€Å"like all the other nations have† (1 Samuel 8:5 NLT). They wanted someone they could see to fight their battles for them. They, in a sense, rejected God as their king. This attitude indicates that the people were looking at the othe r nations and at those rulers’ outward characteristics. So, when the people demanded a king for the second time, God gave them what they demanded. Saul was tall, good looking and a warrior, however, as Hindson and Yates put it, â€Å"The people seemed to focus on Saul’s outward appearance (9:2) rather than his heart (16:7)† (Hindson and Yates 2012, 164). Despite his early successes as king, Saul’s arrogance and pride caused him to start disobeying God. Samuel warned Saul repeatedly about his covenant disobedience. So when he offered priestlyShow MoreRelatedHow Kings First Rule The People If Israel After The Period Of The Judges990 Words   |  4 Pagesdiscuss how kings first come to rule the people if Israel after the period of the judges. I will examine the reign of each of the three kings. I will explain in detail how their kingdoms enjoyed prosperity when they were obedient to God but how their kingdoms collapsed when they turned from God. Although the prophet Samuel warned the people of Israel against the evils of kingship, the people of Israel did not heed his warnings. Ultimately, in 931 B.C. the rul e of the kings of the united Israel would endRead MoreA King Is The Ruler879 Words   |  4 PagesA king is the ruler, the maker or laws, and is the heart and representation of a country. Dynasties rise and fall, under the reign of their king. He is sometime called the chosen one, as he has the power to either bring the country to its glory, or bring ruin and devastation. Thus, throughout the history of Israel, the three kings – Saul, David, and Solomon – where all chosen by God, and each of them had contributed to the development of the nation. Before the time of the three kings, those whoRead MoreThe Book of Joshua1029 Words   |  4 Pageswith five Amorite Kings that are discovered and then trapped in a cave. The kings hide in a cave in Makkedah. Joshua finds where the kings are hiding and then proceeds to give instructions regarding what to do with the kings. They trap the kings in the cave. Joshua proceeds to tell his troops to continue fighting. Joshua and the Israelites defeat their enemies; there are few survivors left and the army returns to their leader, Joshua. Joshua then uses the defeat of the five kings as an object lessonRead MoreBiblical Eras Of Creation, The Patriarchs, And The Ketuvim1540 Words   |  7 PagesReferred to as â€Å"Tanak† by Jews, the Hebrew Bible contains twenty-four books characterized by three categories: The Torah, the Nevi’im, and the Ketuvim, which outline the history and beliefs of the Jewish faith. The Torah, commonly known as the â€Å"Law of Moses,† contains the books of Genesis, Exodus, Leviticus, Numbers, and Deuteronomy. These five narrative books cover the Biblical eras of creation, the patriarchs, and the exodus. In Genesis 1, God created everything from nothing at His will in sixRead MoreGod s God And God762 Words   |  4 PagesAbrahamic covenant was god’s response to the sin and rebellion. God promises land, promise of many descendants, a promise on blessing Abraham, and blessing and curses others. When you begin reading the second book of the Bible, Exodus, and the children of Israel had become a nation down in Egypt. They had become virtual slaves in bondage, but God did not forget His promise. He raised up a man named Moses by whom He lead them out of Egypt, across the Red Sea, back to the land of Canaan. God makes his presenceRead MoreExplain The Difference Between Reading The Bible Confessionally And Critical939 Words   |  4 Pagesconfessionally means you are reading it as the (â€Å"word of God†) theologically. Where, as if your reading the Bible critically you are reading to find deep understanding of the material through analyzing, evaluating and self-reflection. 2. Explain the three big â€Å"T† obstacles a reader faces to accessing the â€Å"original† words of the Bible. The obstacles a reader faces when accessing the â€Å"original† words of the Bible are: †¢ Translation- is an obstacle because the original works are in Hebrew or Arabic whichRead MoreHistory in the Old Testament1251 Words   |  6 PagesTESTAMENT LECTURER: Dr. THUO TASK: DESCRIBE THE HISTORY IN THE OLD TESTAMENT DUE DATE: 28th January, 2013 Introduction The Old Testament was written over a wide historical period, it describes the relationship of God and the people of Israel before the coming of Jesus. To make it easy to explain the history in the Old Testament, I have seen it best to look at it under the following periods: 1. Primeval History Primeval history refers to the earliest history in the Bible. GenesisRead MoreHistory in the Old Testament1241 Words   |  5 PagesTESTAMENT LECTURER: Dr. THUO TASK: DESCRIBE THE HISTORY IN THE OLD TESTAMENT DUE DATE: 28th January, 2013 Introduction The Old Testament was written over a wide historical period, it describes the relationship of God and the people of Israel before the coming of Jesus. To make it easy to explain the history in the Old Testament, I have seen it best to look at it under the following periods: 1. Primeval History Primeval history refers to the earliest history in the Bible. GenesisRead MoreBeyond Analysis Of The Book Beyond The River Chebar Essay1489 Words   |  6 Pagesfor the better understanding of the book of Ezekiel. Daniel Block starts by introducing Zion theology. Zion theology is the Israelites’ religious attitude toward Jerusalem. Scholars recognize some Israelites’ thoughts regarding to the Zion Theology. First, since worshipping of Yahweh at the national temple in Jerusalem, the Israelites thought that the deity’s enthronement is a central feature. Second, since the Location of the temple is on the â€Å"peak of Zaphon,† they assume that Zion is the center ofRead MoreEssay on Sauls Tragedy1225 Words   |  5 Pageswas a generous king. Early in his reign he was admired and respected by the people. However, his life turned into a tragedy for one reason. Saul did not trust in God. Saul and his servant had just left the Land of Benjamin because they were in search for Saul’s father asses. Saul had figured that they could not find them and wanted to turn back to tell his father, but his servant suggested otherwise. The servant had suggested that they go see a well-known prophet in the city of Israel. So instead they

Racial Discrimination Against Minorities Within The...

Racial discrimination against minorities within the American workforce is evident. Structural racism is the cause of why qualified minorities lacking opportunities, while lesser-qualified White-Americans are hired. This paper will discuss what structural racism is, how it plays into racial discrimination against qualifieded minorities, what can be done to prevent further racial profiling, and briefly touch on the adverse effects racial prejudice has on the economy. Keywords: structural racism, qualified minorities, racial discrimination Demographics and Social Issue Effects on the Economy Demographics, as a statistical utility, is data relating to the population and different groups within it. As demographics relate to business, it is a group of customers who are of similar socioeconomic distinctions, including race, age, family size, educational and income level, to name a few. Social issues are communal conditions that agitate or bane society— racism, crime, poverty. Social issues include the unsolved problems and the situations that cause conflict in society. Social issues give a clear understanding of the direction the society is going in. Popular social issues include environmental change, gay rights, immigration, and healthcare. Less broadcasted social issues that are becoming more intertwined are racism and the increasing amount of diversity amongst educated people. Structural racism, refers to racist attitudes that exclude minorities from institutions andShow MoreRelatedRacial Prejudice And Racial Discrimination Essay1347 Words   |  6 PagesRacial di scrimination is one of many terms used to express the suppression of a race or many races, but more specifically, it refers to the ill-treatment a person or group receives as a result of differences in their race, color, descent, national, ethnic origin or immigrant status. (Australian Human Rights Commission, 2016). Racial discrimination can be perpetrated by individuals within society, and corporate institutions such as schools, the work force and the government, all of which we have seenRead MoreEnduring Physical and Mental Abuse in Incidents in the Life of a Slave Girl by Harriet Jacobs1253 Words   |  6 Pagesit did not provide for racial equality. As a result, the Civil Rights Act of 1964, outlawed discrimination based on race or color. Even today racial equality is still an issue, skin color is often the trigger on how society reacts, the laws in place substantiate the past is still relevant. One area that racial inequality exists is in America’s finan cial institutions; even with the Fair Lending Act and Home Mortgage Disclosure Act there is still discrimination. As citizens of the UnitedRead MoreA Brief Note On Race, And Gender Discrimination1195 Words   |  5 PagesLiterature Review Discrimination will be the main focus on the research for this paper. The two types of discrimination which I will be focusing on is race, and gender. Gender discrimination is very high in the workforce. I will be primarily focusing on gender discrimination against women in the workforce. Women had to fight for the right to vote. Although they have the right to work they have many hardships in the workforce. Gender discrimination happens in various different occasions, and isRead More1.Ethnic Niche Are Creations Within Industries Or Occupations1362 Words   |  6 Pagesniche are creations within industries or occupations that affect the desirability and availability of jobs that leads to ethnic division (Race, Ethnicity, and the American Labor Market: What’s at Work?, p. 5). They are basically inclinations for certain types of workers. Ethnic niches can be good environments to have in the workforce if one’s personal ethnic or racial group is included. But, ethnic nich es can bar certain groups from getting the jobs and limiting mobility within them. The job queueRead MoreRacial Discrimination in Canadas Workplace1620 Words   |  7 PagesRacial discrimination in the workplace has been a persistent theme in Canada’s history as well as present-day times. The occurrence of actions and attitudes that impose a sense of one being less equal than another on the basis of one’s race in Canada’s workplace inhibits both our nation’s ability to move forward as well as strengthen unification within our country. The belief in a more egalitarian society, where one’s race and ethnic background have little to no impact on employees (or potentialRead MoreRacial Discrimination : The Act Of Making Or Perceiving A Difference1705 Words   |  7 PagesMerriam-Webster defines discrimination as, â€Å"the act of making or perceiving a difference† (Discrimination, 2017.) Does your skin color impact the quality of your work or t he fortitude your resolve? It may seem that the answer to that question is quite clear, nonetheless, 32,309 cases of race/color discrimination were reported in fascial year 2016 (EEOC, 2017.) Prejudice and discrimination are often mistaken for one another, however, prejudice is the negative attitude toward a category of peopleRead MoreDiversity Within A Workforce Diversity894 Words   |  4 PagesModern organizations strive to promote workforce diversity through different initiatives. Some organizations have started reaping the benefits of employees’ diversity at their workplaces. Some public and private organizations have promoted women and minorities to leadership positions, which was rear in the past. Despite the advantages diversity brings in various organizations and the initiatives taken by organizations to promote it, implementing it poses challenges in different organizations. Read MoreAffirmative Action Has Outlived Its Usefullness1368 Words   |  6 Pagesof a ffirmative action is to compensate for past injuries which minorities endured. Affirmative action gives special privileges to minorities based solely on the color of their skin, not on their abilities or their financial situation. The goal of affirmative action is to remedy the injuries caused by discrimination. Yet after analyzing affirmative action one could determine that it seeks to cure discrimination with more discrimination. According to a study conducted by an economics professorRead MoreAffirmative Action in Colleges1218 Words   |  5 Pagesand economical achievement between Whites and Asians, and African-Americans and Hispanics. In order to combat this gap, the Kennedy administration in 1961 instituted a policy called affirmative action aimed towards counteracting the racial and socioeconomic disadvantages that these minority groups have. Opponents of affirmative action argue that this violates the 14th Amendment, creates reverse discrimination and reinforces racial inequality. Meanwhile, the supporters of affirmative action claimRead MoreDiversity Is Considered A Defining Strength For The Workforce1126 Words   |  5 PagesDiversity is considered a defining strength for the workforce and an essential element in accomplishing the various missions that reflects the nations or community that we serve. Ensuring a diverse and inclusive workforce enables the department or agency to be more responsive to the public it serves and offers every individual an equal chance to attain his or her professional goals. A diverse workforce contributes fresh ideas and offers unique perspective which is vital in achieving the desired

Once More to the Lake Free Essays

The concept of memory reveals a tension between past and present, as memory spans days, years, and decades, resurrecting the past as an integral part of the present moment. In E. B. We will write a custom essay sample on Once More to the Lake or any similar topic only for you Order Now White’s essay â€Å"Once More to the Lake,† a father struggles with an internal conflict between the present and the past, and between memory and reality. Through the use of contrasting stylistic elements, as well as synchronization and repetition, the father’s insistence that â€Å"there had been no years† (446) blurs the line between his memory and his experiences with his son, altering the very concept of time itself. White first generates an impression of dichotomy in his essay through the contrasting of two tones, one tense and the other tranquil. When relating his previous vacations, White uses phrases of quietude, describing the lake as having â€Å"the stillness of the cathedral† (445) or of appearing â€Å"infinitely remote †¦Ã¢â‚¬  (445). His choice of â€Å"stillness† and â€Å"cathedral† implies a sense of awe and reverence for the lake, while â€Å"infinitely remote† accentuates the sheer magnitude of the lake’s serenity. However, when describing the present, White jolts the reader with a conflicting tone of unease, made even more abrasive by its juxtaposition with the peaceful tone: â€Å"I wondered how time would have marred this unique, this holy spot†¦Ã¢â‚¬  (445). Here, the narrator pauses after unique, underscoring the religious word, â€Å"holy. † However, this emphasis mixes apprehensively with the jarring verb â€Å"marred. † The friction between tones of tension and release reflects the narrator’s allegation that â€Å"there had been no years† (446), a seemingly impossible avowal made true by the disparity between past and present. The abrasion between the two tones emphasizes this contrast. This friction between the present and the past further reveals itself through White’s pairing of concrete and abstract images. One of the most important instances of this combination occurs as the father observes a dragonfly with his son. The narrator states â€Å"I lowered the tip of mine [fishing rod] into the water, tentatively, pensively dislodging the fly, which darted two feet away, poised, darted two feet back, and came to rest again†¦Ã¢â‚¬  (446). Here, White’s use of â€Å"dislodging,† â€Å"darted,† and â€Å"poised† convey a concrete image of the dragonfly’s antics. However, White immediately contrasts this tangible image with a more abstract concept: that â€Å"There had been no years between the ducking of this dragonfly and the other one – the one that was part of memory† (446). This juxtaposition of the concrete and the intangible creates a feeling of imbalance in time – the sensory experience of the dragonfly, when paired with the abstract expression â€Å"there had been no years† blurs the line between memory and the present, distorting the distinction between the father’s previous vacations at the lake and his current experiences with his son. This pairing of concrete imagery with abstract concepts provides a context for White’s critical use of repetition. The all-important refrain, â€Å"There had been no years† first appears in his concrete description of the dragonfly: â€Å"It was the arrival of this fly that convinced me beyond any doubt that everything was as it always had been, that the years were a mirage and that there had been no years† (446). The narrator’s absolute certainty and the tangible â€Å"arrival of this fly† contrast with the intangible image of the â€Å"mirage,† setting up the first of three repetitions. The second repetition appears amidst another contrasting of the concrete and the abstract: â€Å"There had been no years between the ducking of this dragon fly and the other one – the one that was part of memory† (446). Again, the concrete image of â€Å"ducking† contrasts with the formless concept of â€Å"memory. † The final repetition culminates in a third juxtaposition: â€Å"the water felt thin and clear and unsubstantial. Over the years there had been this person with the cake of soap†¦ and here he was. There had been no years† (446-447). In this final repetition, White uses coordination to set up a sensation of flowing from concrete to abstract, from â€Å"thin† to â€Å"clear† to â€Å"unsubstantial. † The conjunction â€Å"and† links these words together, adding emphasis on each subsequent word and accumulating the energy of the paragraph onto the image of the cleansing person, a symbol of rebirth through the years. A final â€Å"and† builds to the simple use of a linking verb: â€Å"and here he was. In this one moment, the narrator is critically aware of time and his place in it. Placed at the end of a paragraph, alone in a sentence, his final repetition that â€Å"There had been no years† represents the culmination of the tension between present and past in the first part of the story. Through contrasting elements, and most importantly repetition and coordination, E. B. White’s â€Å"Once More to the Lake† creates a friction between experiences in the present and in the past. White’s pairing of opposing tones and images blurs the boundary between memory and the present, providing the context for the repetition of the key phrase â€Å"there had been no years. † Thus White’s essay distorts the very concept of time itself, enabling memory and the present to coexist in the mind of the story’s narrator. In â€Å"Once More to the Lake,† White permits the past and the present to exist not separately, but simultaneously. How to cite Once More to the Lake, Essay examples

Immigration Policy Diaspora and Migration

Question: Discuss about the Immigration Policy for Diaspora and Migration. Answer: Introduction: As opined by Kelsey, (2015), international migration has created a major impact on the population of New Zealand. About one quarter of the population of the country is foreign born, which shows that the immigrant population and the New Zealand born population are raising in the same level of the country. According to various analysis it can be seen that the raise in the population of New Zealand born population is 15%, whereas, the raise in the population for immigrants is about 23%. As stated by Akbari, MacDonald, (2014), with a heavy increase in immigration, both assisted and unassisted, there is a raise in the demand of goods and services , and full employment which provides a good deal of the production that is asked for. It seems quite clear that the demand effects of a rising population would complement a reduction in unemployment level of the country. Immigrants add to the sustainable rate of productivity growth. According to Kelsey, (2015), success of full employment led to frequent claims that the labour was in short supply, thereby posing the immigrants as desirable. It shows that more immigrants are favourable for the economy. But, this even poses a threat for the economy, as the raise in the population of immigrants results in the raise in the demand for goods and services soon after arrival. Thereby, the economy remains in shortage of labour, soon after the arrival of the immigrants. A successful settler economy attracts more immigrants towards itself in its boom phase. Thus raises the expectations of the immigrants towards better standard of living, full employment and high wage jobs. This results in the attainment of high degree of government regulatory intervention to keep economic activity high while preventing domestic demand spilling over to create balance of payment crisis. With the rise in the population structure of New Zealand, there has been a considerable rise in the demand for goods and services in the economy. Yet, thus might shift the resources of production away from investment, that would have boosted long term prosperity. Hence, it could be states that this might harm the methods of coping up with the pressures of growing population of the economy (James, 2015). According to Law, Gen, Bryant, (2013), the economic benefits received from the immigrants in New Zealand is balanced. He states that the population growth does not necessarily aim at income or productivity growth of the economy. The economic growth has slowed down to a considerable level, which states that the productivity of the economy is falling. Reference Akbari, A. H., MacDonald, M. (2014). Immigration policy in Australia, Canada, New Zealand, and the United States: An overview of recent trends.International Migration Review,48(3), 801-822. James, C. (2015).New territory: the transformation of New Zealand, 198492. Bridget Williams Books. Kelsey, J. (2015).Reclaiming the future: New Zealand and the global economy. Bridget Williams Books. Kelsey, J. (2015).The New Zealand experiment: A world model for structural adjustment?. Bridget Williams Books. Law, D., Gen, M., Bryant, J. (2013). Trade, diaspora and migration to New Zealand.The World Economy,36(5), 582-606.

Abortion and Virtue Ethics

Abortion and Virtue Ethics Abortion is one of those issues that force a person to take sides. There is no middle ground in this issue. The bone of contention centers on the meaning of human life because once it has been established, one can determine whether abortion is murder or another medical procedure.Advertising We will write a custom essay sample on Abortion and Virtue Ethics specifically for you for only $16.05 $11/page Learn More It is a procedure that a woman can avail because she owns her body, so the argument goes. Therefore, she has the right to terminate her pregnancy. This paper will examine the underlying issues regarding abortion and then, use virtue ethics to determine the best course of action. The Problem with Abortion At the most basic level abortion is the termination of pregnancy (Haney, p.10). This termination procedure can be performed in different ways but the end goal is the death of the fetus or embryo. It must be pointed out that abortion after the third tr imester of pregnancy is illegal. However, abortion prior to the third trimester is legal in many areas in the United States of America. The legal justification is based on a Supreme Court ruling in 1973 – Roe vs. Wade – wherein the Supreme Court Justices agreed that women have a choice regarding their pregnancy and if they want to terminate it or not. The opinion of the Supreme Court justices was based on the idea that pregnancy can be divided into trimesters (Payment, 44). They decided that a woman can chose to terminate the pregnancy and in effect kill the fetus or embryo as long as it is still within the first trimester. After the second trimester a woman can still choose to abort the fetus but the State has the right to impose restrictions. The State also has the option to make the procedure illegal in the final trimester. The main reason given can be summarized in the following statement: â€Å"The mother’s right to privacy becomes less important than the fetus’s right to life only when the fetus could possibly survive without the mother – at around six months† (Payment, p.44).Advertising Looking for essay on ethics? Let's see if we can help you! Get your first paper with 15% OFF Learn More Therefore, the main reason why a woman can choose to end pregnancy is that she has full control of her body and the fetus. But in the third trimester the baby can live without the mother’s support and therefore it is considered murder. Those who support the right of a woman to an abortion even after the final trimester makes the assertion that the Constitution does not provide any legal rights for a child that is still within the mother’s womb. In other words a child has to be born first before he or she can enjoy the same rights as others. The logical explanation of legal experts in Roe vs. Wade is full of glaring weaknesses. For instance, legal experts are unable to prove beyond reasonabl e doubt that a three month old fetus does not have the capability to feel and hear the various biological stimuli that occurs outside the womb. In other words they have no way to determine if a three month old fetus is already a living being and should be treated the same way as a baby. Pro-life groups even insisted that a week old fetus must be considered â€Å"alive† and it is difficult to prove them wrong when technology enables people to hear the heartbeat of a fetus even when it is still a few weeks old. In other words there are so many things that are not yet known, now, what if the legal experts made a mistake? If legal experts made decisions based on incomplete information then members of pro-life groups are correct when they say that abortion is tantamount to murder. This is a serious charge. Murder must not be taken lightly especially when viewed from the perspective of a hapless human being trapped in the womb of a woman who can decide that this unborn child is an inconvenience that must be discarded. However, pro-choice groups made the counter-argument that a woman has control of her own body.Advertising We will write a custom essay sample on Abortion and Virtue Ethics specifically for you for only $16.05 $11/page Learn More This argument makes sense when a pregnancy threatens the life of a pregnant woman. There are also those who contend that rape victims who got pregnant as a result of the sexual assault must also have the right to abortion. It has been made clear that abortion is a polarizing issue. The pro-life groups have the right to contest the judgment made by the US Supreme Court because this is a nation established on the ideals of freedom and human rights. This is especially true for those who cannot fight for themselves. A fetus has no power over doctors and women who view them as inconveniences rather than human beings. Consider the fact that the United States government sends troops to fight for the op pressed, to break the stronghold of tyrants. It is therefore important to protect hapless fetuses and babies in this country. On the other hand this nation was also established on the principle that the law is based on reason and not emotion. When forced to choose between a woman’s life and a still unborn fetus, a doctor will not hesitate to choose the life of a dying mother. The choice is easier when it comes to the possibility that mother and child cannot survive if an abortion is not performed. But in most instances it seems that abortion is considered for no other reason except unwanted pregnancy. Virtue Ethics In a dilemma like this one it is helpful to have an ethical framework that can be used to determine the right course of action. It can be argued that in the case of abortion the best tool is virtue ethics. It is different from other moral theories because instead of focusing on duty, virtue ethics focuses on character (Darwall, p.1). Its emphasis is on how things s hould be instead of what has to be done (Darwall, p.1). It is about having the â€Å"appropriate inner states† (Athanassoulis, p.1). Instead of focusing on doing the right thing, this ethical framework enables the person to focus on a goal. The rationale of the goal makes the action right.Advertising Looking for essay on ethics? Let's see if we can help you! Get your first paper with 15% OFF Learn More The goal must be the development of character and the appropriate inner state. These two must go together as one. By eliminating the need to perform a certain duty or to obey a particular set of rules, the anger and frustration felt by women who wanted abortion suddenly dissipates. There is less tension and there is less conflict because no one is forcing another person to adhere to a particular belief system. In the land of the free, human rights and the right to choose are sensitive topics. No matter how convincing the argument is with regards to scientific basis of abortion in the final trimester, there is no way that it can be used against pro-life groups. The same thing can be said for people who force their ideas on those who believe that a woman has the right to choose to end her pregnancy. Now, using virtue ethics, a woman contemplating abortion is asked to determine her life-goals in terms of character and having the right inner state. If the principles of virtue ethics are applied to this situation then the woman has to determine if abortion leads to character or a state of well-being that she will not regret for the rest of her life. In this stage of introspection – using the virtue ethics framework – it is possible that some of the women contemplating on terminating their pregnancy will come to realize that they wanted abortion for no other reason than to get rid of the fetus because it is an obstacle to financial and career success. These women are convinced that an unexpected pregnancy can derail their plans. But through the guidance of virtue ethics they will also realize that the reason why they were struggling with unwanted pregnancy is that they lead a promiscuous lifestyle. This awareness leads to another realization that terminating their pregnancy at this point in their lives does not guarantee that they will not need another abortion in the near future. The goal therefore is for them to alter their lifestyle and not to abort the fetus within their womb. Using the same ethical framework, there are women who will realize that another important thing to consider is not the inconvenience that an unwanted pregnancy brings but the long-term effects of abortion to their mind, body, and spirit. The goal is not just character but a healthy mind and inner-peace and these are more precious than anything else in the world. Consider for instance the phenomenon known as postabortion syndrome. It is a form of posttraumatic stress disorder â€Å"and its symptoms can include: a) anxiety, depression, suicidal feelings, difficulty sleeping, guild, a feeling of numbness and alcohol or drug abuse† (Haney, p.67). A woman can easily discard a fetus or full-term baby but the after effects of abortion can stay with her for the rest of her life. It is easy to understand why there is such a thing as a postabortion syndrome. A woman feels the living thing inside her. It is more dreadful if the fetus has become a baby after entering the final trimester of pregnancy. The woman already is well-acquainted with a full-grown fetus inside of her. Therefore, there is such a profound effect when she could feel the doctor’s tools forcing the fetus out of her body. The feelings are suppressed but the mind has a way of dealing with the stress and manifests itself into different forms of symptoms (Lee, p.25). It is critically important to consider both character and the inner-state of the woman. Discussion Virtue ethics is a perfect tool for analyzing a deeply polarizing issue like abortion. By using virtue ethics there is no need to force others to follow a certain path. By doing so every woman desiring to terminate pregnancy is given a choice. The ability to choose is not based on her desires but in accordance to the pursuit of character and inner-peace. Thus, there is freedom of choice and there is no room for regrets. In application the woman who wanted to get rid of the child she is carrying in her wo mb would have to think twice before deciding to terminate her pregnancy. But the woman who is fully convinced that her life is in danger can opt for abortion because she believes that the baby cannot survive without her. Thus, after the abortion there is no inner-struggle that can trigger a wave of depression and anxiety. The only weakness of virtue ethics is that it is dependent on the mindset and character of the person. It requires insight to know the value of character and inner-states – an ability absent in many people. Conclusion Virtue ethics is the best tool to use when it comes to dealing with abortion. The underlying issues of abortion are based on freedom of choice. However, this ethical framework reminds everyone that the freedom to choose is useless if the decisions made does not build character and help people become the best that they could be. The importance of virtue ethics is based on the fact that it helps guide women to do what is best for them without the feeling that they are being coerced to do something against their will. Athanassoulis, Nafsika. Virtue Ethics. Internet Encyclopedia of Philosophy. 7 July  2010 Web. https://www.iep.utm.edu/virtue/#SH2b. Darwall, Stephen. Virtue Ethics. MA: Blackwell Publishing, 2003. Haney, Johannah. The Abortion Debate: Understanding the Issues. NJ: Enslow Publishers, 2008. Lee, Ellie. Abortion, Motherhood, and Mental Health: New York:  Walter de Gruyter, Inc., 2003. Payment, Simone. Roe v. Wade: The Right to Choose. New York: Rosen Publishing.

Tyler Leblanc Essays - Video Surveillance, Portable Electronics

Tyler Leblanc Essays - Video Surveillance, Portable Electronics Tyler Leblanc 10/9/17 CRJ 213. Admin CJ Prof. Metchik The Model Act For Regulating The Use Of Wearable Body Cameras By Law Enforcement (Boston) One of the greatest challenges that we must face as people is adjusting our way of living in the presence of change. Throughout history many events have taken place that have tested our ability to grow, forcing us to find a solution. Some of these answers came in the form of laws or legal documentation while others were new inventions such as machines during the industrial revolution, roads and even electronics. In recent years, one of the rising concerns the world has been confronted with is neglectful encounters between police and civilians. Although this has been a problem for decades, we have not chosen to take actions to fix it until its recent peak. From 2014 to the present day there has been a rise in deaths of officers and civilians during confrontation. With our old rules now not fitting our current ways of life, it was time to find a new approach to addressing this issue. The solution: body cameras. Many police departments have integrated the use of body cameras on their officers as a new system of collecting evidence and repairing the trust between officers and their community. Adding a new (words) also means modifying the rules that officers must follow. While not all cities that have a body camera program have documented policies and procedures, some do. This stands to educate both the officers that use them and the civilians that are exposed to them. The Boston Police Department and the American Civil Liberties Union (ACLU) are only two examples of the many organizations that have made and publicized rule and regulations for using the body camera. Although many of the essential points made in both documents are similar, some differ. One of the areas that both the ACLU and Boston Police Camera Action Team (BPCAT) agreed on was the rights of the civilian in relation to being recorded. Officers must inform all civilians that they are wearing a body camera. If the civilian requests to not be recorded, then the officer is required to turn it off. If the officer fails to do this than they will be subjected to disciplinary actions. I agree with this procedure because it touches upon an already implemented law. Every person has the right to deny being recorded. Another topic that both forms agree on is when to turn the camera on and off. Officers are required to turn the camera on when they are in pursuit to a call and before they interact with any civilian. They must wait until the full duration of the event and will then turn the camera off. I agree with this because officers should only be granted the right to record in an appropriate setting. If officer's were allowed to record when they pleased they could turn the recording on and off to portray the course of events in their favor. Although both parties decide on when to turn the camera on they do not agree to the scenarios in which the camera should not be activated at all. The ACLU does not go into much detail regarding this topic. What is interesting however, is that they mention specifically that cameras shall not be turned on in the presence of an elementary or secondary school. No were else did the article articulate instances where the camera shall not be used other than unrelated cases or those that would go against ones first amendment rights. On the other hand, the BPCAT lists several scenarios in which camera may not be used. Some examples include if "A civilian is partially or fully unclothed" and "To protect the identity of a confidential reliable informant". I agree with the BPCAT. I think it is just as important to highlight when to use the camera as it is to mention when not to use the camera. Due to the fact that the ACLU's policy does not go into detail about this topic it could cause further misunderstanding in the system. By naming at least a few instances when the body camera cannot be used the BPD

Employee Health Insurance Plans Assignment Example | Topics and Well Written Essays - 750 words

Employee Health Insurance Plans - Assignment Example The first factor that was considered is the issue of price and the financial implications that each of the four plans would have on both the company and the employees. Of all the four plans, Empire health plan was the cheapest in the individual category at $ 4,217. The family package for Empire health plan was relatively expensive compared to Metroplus although the difference was insignificant (Morrisey, 2008). Regardless, the main emphasis was put on the individual plan cost because employees had the right to opt out of the family plan. For maximum benefits and to attract the backing of the employees, Empire health plan was considered the ideal plan in this front. Another factor that was important in coming up with the decision was the performance measure of each of the four health plans. In particular, aspects to do with adult health and children care were considered and analyzed against state averages. In this aspect, Empire still stood out beating the other three health plans by a big margin. Empire had better scores in all the measures of adult health except in managing medications where it came in second. For instance, in managing cardiovascular conditions empire was the only plan that had all the measures at par with the statewide averages. Aetna on the other hand, had lesser averages in controlling high blood pressure and cholesterol management. The same was true for Oxford and Metroplus health plans. Empire excelled in the other performance measures as well. For example, in managing preventive care, it had the best averages in all the measures. Despite having lesser than statewide average score in adult BMI assessment, its score was relatively better than all the others. The same trend was reflected in the other variables such as managing acute illnesses, respiratory conditions and diabetes. All these variables are important considerations in both female and male adult employees and

Environmental Law Essay Example | Topics and Well Written Essays - 4000 words

Environmental Law - Essay Example The economies of the world hang on legislation passed global environmental law making bodies like the United Nations (IPCC Secretariat).    Fossil fuel is what drives the global economy, everything from your car to get to work, to the transnational shipping chain around the world. Business revolves around fuel and our nations revolve around that very business to build strong financial systems. How does fossil fuel cause climate change? Well, the answer lays around particular greenhouse gases that are released into the atmosphere. Like a greenhouse these gases allow heat from the sun to pass through the ozone layer and trap infra red radiation inside the layer, causing the earth to heat up if the right conditions are met for such a thing to happen (Goldberg D. 1993, 244-51).   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Climate Change happens naturally. Some factors that contribute to the earths climate change in the past deal with volcanic activity, continental drift, ocean heat exchange and atmospheric chemistry. This in relation to the global carbon cycle gives scientist and pro fuel lobbyist something to cheer about. But since man has been driving his cars and burning his refined fuels, man-made greenhouse gases have been presented to the atmosphere as well. Gases like carbon dioxide, methane, nitrous oxide and chlorofluorocarbons all have taken shelter in the atmosphere. The intergovernmental board on climate alter stated there was a "discernible" human pressure on climate; and that the pragmatic warming trend is "unlikely to be completely natural in origin." In the mainly present Third Assessment Report the panel wrote "There is new and stronger evidence that most of the warming observed over the last 50 years is attributable to human activities." These gases o nly make up three percent of the earths atmosphere, But that small percent can have catastrophic events on climate patterns all over the world (Intergovernmental Panel, 2004).   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  So far the

Brewery industry in Europe Roay Unibrew Analysis

Brewery industry in Europe Roay Unibrew Analysis CHAPTER 1: INTRODUCTION Overview This paper consists of seven chapters: Chapter 1 explains the aim of the given topic, describes the brewery industry in Europe, and focuses the development of the brewery industry and polish economy after the fall of a communism in 1989 In chapter 2 I decided to present a theoretical background of the strategy and macro-environment theory Chapter 3 focuses the research methodology and approach that was taken in order to analyse it Chapter 4 describes the market analysis, and shortly considers the competition Chapter 5 is about the internal analysis of Royal Unibrew Poland. It presents strategy of the company, its mission and vision of the development. Marketing mix was taken into consideration as well. Chapter 6 was devoted to the analysis of the gathered data And in chapter 7 there are presented conclusions and recommendations for the future Topic and purpose of thesis Strategy is an incremental part of every company, and its success depends mainly on the way it is developed and implemented. Expansion to the foreign markets requires long-term planning and thus good preparation. These factors influence the companys current and future position on the chosen market. The aim of my thesis is to prove that well-developed strategy is the main key to success in expansion to the foreign markets, and it will be based on the case of the polish branch of the Dutch brewery company, Royal Unibrew. Royal Unibrew entered the polish market in 1995, and since this year it has become one of the leading beer producers in Poland. This country has become an opportunity for the foreign investors after the fall of the communism in 1989. Royal Unibrew decided to wait a few years until the polish economy stabilizes, then entered the brewery market and invested in its significant brands. Its further successes were supported by the well-derived strategy, acquaintance with the polish culture, potential customers needs, and rules of the new market. Strategies vary along with the cultures and Case of Royal Unibrew investing in Poland is a great example of the successful foreign investment, which required a clear vision of the companys long-term future, supported by a lot of effort, budget, and experience of the management. Strategy plays here a very important role, and therefore it is considered in the topic of this thesis. Strategy is a part of the vision. is a part of the strategy. Therefore implementation of the strategy Why is the strategy so important for the company? Why is the strategy so important? There is no victory without a good plan of campaign. Strategy is a long-term plan, connected with the current and future position in the environment, and consistent action plan, which helps achieve the goal that has been set earlier. It differentiates one company from another, and separates winners and losers. However, the company cannot focus too much or too less on its vision, because the result may be tragic, for example it influences board problems in personnel, quality, or poor productivity. If we ask any manager about vision of the strategy, he or she is going to give a broad range of different solutions, in order to make person understand difference between corporate strategy and operational planning. Companies Strategy as a determinant of business success in the expansion to the foreign markets : The brewery industry market in Europe and CEE Main players on the market Brewery industry is one the most developing branches in the world. Constantly increasing beer consumption, changing habits of the consumers often looking for the low percentage beers and the developing technology have a strong influence on the further development of the beer industry. European market is rich in different brewery brands, and it is the region, where beer is mostly consumed in the world (http://www.entrepreneur.com/tradejournals/article/163751154.html ). However, their position on the market depends on the sales, and therefore some of them stick only to the domestic market and become local leaders ( for example Fà ¶roya Bjà ³r, the only producer of beer and soft drinks in the Faroe Islands, close to Denmark ). Thus, basing on the data from the year 2007, there are ten main players on this market in Europe: Heineken, Interbrew/Ambev, Carlsberg, S N, SABMiller, Radeberger Gruppe, Coors, Anadolou Group, Mahou S.A. and Bitburger. These brewery groups compete very aggressively with each other and promote themselves on each possible occasion ( f. ex. Oktoberfest in Germany Heineken, or World Cups Carlsberg ). They have an advantage over the rest of the brewery companies, because they possibly often use all marketing tools channels, in order to attract peoples attention: TV commercials, internet pop-ups, radio commercials, billboards, posters on bus or train stations. Their strategies are professionally reconsidered and promotion campaigns easily remembered. The meaning of the brewery industry for the economy Economy is strongly influenced by the brewery industry. Brewery market sales in Poland in 2008 made almost 35,6 million hectolitres, what in financial term gave almost 45 billions PLN. This amount was equal to the governments spending for defence which was provided in 2009. There was a double increase between 1993 and 2002 in the beer production, and in 2006 by 7%, where the average Pole has drank about 87 litres. If we compare this achievement to year 1996, we can observe a big difference there were consumed only 29 litres of beer. Polish beer amateurs have caught Europeans, and drink nowadays almost 95-100 litres per year. When it comes to the beer consumption, Poland holds the fifth position in Europe. Brewery industry is one of the main revenues sources for the Treasury. According to the data from year 2007 provided by the Brewing Industry Employers Association of Polish Breweries, it has conducted almost 1,48 billion zloty ( PLN ) for duty. Comparing to the analogue year 2006, there was a 3% increase observed. Moreover, CEOs of the leading breweries were satisfied about the sales. Kompania Piwowarska has sold 18% of the beer more than in 2006 ( 2,2 millions hectolitres have been consumed), and Royal Unibrew Poland boasted with the 5% increase in sales, and 13% in revenues. Target group description Target group of the beer companies varies, because there are different brands of beer with the different tastes. Brewery companies usually focus mature people, men and women, at the age of 18 + ( in some countries 16 + ), and with different needs. Some of them want to relax in silence with a bottle of a good beer at home, some need more excitement with a group of friends at the disco or pub ( they are as well very active, full of energy and optimism ). In order to describe the target group correctly, company has to consider more factors, such as: education, occupation, income, place of living, style of living, way of spending free time, needs of the customer. There is a high potential in the brewery market. Companies focus different target groups. For example Cooler is a great tasty lemon or apple refreshing beverage of the Royal Unibrew company. This product has been designed specially for women looking forward to refreshment during a hot days and nights. According to the data provided by the Royal Unibrew Poland, tasty beers become very popular among women, because there is not such a strong bitterness as it appears in the traditional beers, have a very delicate flavour, and low percentage of alcohol. ( wlasne badania my own contribution to the market research ) Another good example is Tyskie beer, beverage well known in Poland, Czech Republic, Slovakia, Germany, and Lithuania. (http://www.noltychy.pl/news,1355,beerfest-najwiekszy-festiwal-piwa-w-polsce-chorzow-28-30-08-2009r.html ). Its target group are traditional beer fans mainly working men, with the families, whose priority is their family. Work and other values are subordinated to it. They are loyal customers. As it is said, beer is just for their enjoyment, a form of relaxation, and kind of reward. They do not want to escape from the reality, like many other beer consumers. (http://www.ddb.pl/index.php?dzial=stronasID=350 ) General view of the polish economy After the transformation in 1989 Basic problem Poland had to deal with after the fall of the communism were its internal economic problems. Any kind of investment was impossible because the former system contributed huge foreign debt, and 500% hyperinflation ( until 1990 ). Prof. Grzegorz Kolodko mentions, that because of the increasing financial, economic, social, and political imbalance former socialist economies had lost their tempo, and then ability capacity to grow . Moreover, he explains this situation as follows: Huge deficiencies, caused by the inflation pressure, which source lays in the structure and wrong macro-economic management, intensified micro-economic inefficiency and prevented fulfilment of the social needs. The first non-communist government, led by Tadeusz Mazowiecki , decided to implement a so called Balcerowiczs plan ( first minister of finance after 1989 ). The idea of this plan was to liberalise internal prices, increase import, tighten the financial policy and wages control towards enterp rises, implement the interest rates which are higher than inflation, stabilize the dollar and implement possibility of its exchange. Polish economy was stabilized and was opened to the world. Banking system and monetary and credit policy have been reformed. New government created capital market, labour market, and implemented privatisation law in 1990. Transformation of the ownership, independence of the companies, and stimulation of the internal competition were very important in the reformation systems. Policy of the state assets privatization, free-market principles implementation, and decrease of the budget deficit were very fruitful: Inflation decreased to 43%, and during the next years it was just a one-number value Government was so successful, that the creditors decided to lower debt up to 50%, and foreign companies were eager to invest in Poland Year 1991 Warsaw Stock Exchange has been launched. Gross Domestic Product was increasing year by year 4% in 1993, and 7% in 1995. Polish Zloty has been denominated, and dollar stabilized the success of the polish reforms Poland is nowadays a country with the stabilized political system and still developing economy. Whats more, it is an active member of the World Trade Organisation ( WTO ), Organisation for Economic Co-Operation and Development ( OECD ), and Central European Free-Trade Agreement ( CEFTA ). Transformation processes had a strong influence on the re-valuation of all of the economic areas. Free-market rules, which are based on the dominating and still growing private entrepreneurship position, have been effectively implemented after 1989. Private sector was the main engine of the economic growth. Whats interesting, private sector has led to 75% of increase in the Gross Domestic Product, and employed 70% of the professionally active polish society. Development of the polish economy throughout the years 1995-2005 After the transformation in 1989, polish economy observed a strong economic growth throughout the years 1995-2005, and recession in 2001-2003 in the meantime. Next years are characterised by the constantly changing growth rate with an emphasis on the expected relatively high rate of growth in the subsequent years. Poland is a country with the big economic dynamics. In concentrates mainly the Gross Domestic Product generation in some Polands areas. Years 1995-2005 belonged to Wielkopolskie, Slaskie, Dolnoslaskie, Mazowieckie, and Malopolskie Voivodeships ( provinces ). Since 1996 it has been a member of the OECD, which unites the richest countries in the world. Economic growth in this year was very slow, however still high. GDP increased by 6,6%, and was one of the highest in Europe. Situation of the polish economy today Polish economy has developed very much after the transformation in 1989, and has become one of the biggest economies in the world ( 6th economy in the European Union, and 21st economy in the world ). According to the OECD IX report from 2006, polish economy is in a good condition, since it joined European Union in May, 2004. Social-economic policy has been positively assessed by OECD, and the country has potential to grow and quickly develop. But the main problem Poland has to get through is high rate of unemployment, GDP is below 45% of the EU average, university education doesnt prepare young people for their potential jobs, too high social transfers, and entrepreneurs still have to face the administrative barriers. OECD report mentions areas which have to be changed in order to make polish economy grow faster. First of all these barriers, such as in the supervision or administrative area have to be lifted for the entrepreneurs, simplifying the taxation system, reducing the parafis cal burden and elimination of the corruption. Next thing to consider is improvement of the economic flexibility, and reducing the start-up costs. However, the latest data, presented by Eurel Hermes analysts, shows that the global crisis from 2009 had a strong impact on the global, and polish as well, economy. External financing gap has deepened, and thus government decided to cover it by liquidating the foreign exchange reserves, which melted by 28% from 2008 until the first quarter of 2009. Polish economic structure corresponds to the economic structure of the well developed countries. 64% of the Gross Domestic Product is generated by the services, 32% by the industry, and 4% by the agriculture. Ratio of exports to GDP is 40%, and thus polish economy is not open enough as the foreign economies of the region. Whats more, it has not been influenced negatively by the global recession, which spread over the trade links. Polish economy has been one of the well developing and healthiest in the emerging Europe for the first half a year of 2009. However, as a country which is dependent on the rest of the world it had felt results of the global financial crisis, especially in the . Value of the Polish Zloty has decreased in relation to the major world currencies. However, according to the statistics, GDP has increased in 2009 by 1,7%. Whats more, Central Statistical Office informs, that the industry labour productivity has increased by 2,4%, with the 5,5% smaller employment growth and increase of the average monthly gross payment by 4,9%. Development of the brewery industry Brewery industry revolution started in the 19th century, when the craftsmen decided to change their profession for the well developing business. Thanks to the improvements in the technological development, focusing mainly the methods of bottom-fermentation development of the beer, which required cooling fermenters. Owners of the smaller businesses decided to give up, and gave place to the technologically stronger plants. These were the times, when Okocim brewery from Brzesk began to take its first steps in this business. Most important for the brewery industry were its first ten years of the 20th century. Polish market was seized by almost 500 breweries. Formulas of the beers have been enhanced, and thus new tastes were implemented. Development of the brewery industry had a significant impact on the beers consumption every beer lover drank almost 35 litres of this beverage. Progress of the beer industry development was stopped by the First World War. It bloomed at the end of the gap between First and Second World War, and gained the similar results that it had in year 1915. During the World War II there were thirty six breweries on the lands that belonged to the General Government ( administrative-territorial entity, created under the decree of Adolf Hitler in year 1939 ). After the war first government, the communist party, decided to take over all of the breweries. There were new enterprises coming into existence, like for instance Kasztelan brewery from Sierpc ( small polish town ), but the political situation of the country was very adverse for this industry. However the state enterprises were doing their best to follow the western standards with the different degrees of success. After the transformation in 1989 polish breweries had to adapt to the new market economy, and therefore were able to show their real potential. Beer has a very long historical background, and it still finds new amateurs all over the world. Technological development, production improvements, and increasing demand for this beverage make its sales increase every year. Moreover, thanks to the innovation in the polish brewery industry and its potential, foreign investors feel more encouraged than before 1989. Global brewery industry Global brewery industry is a business which consists of a few dominating multinational companies and hundreds of other smaller beer producers, such as home made or regional breweries. According to the statistics, there are almost 134 billion litres of beer sold per year, what enriched the global treasury by $294,5 billion in 2006. Such a high revenues global brewery industry owes to the Asian, Eastern European, and African beer fans (http://wyborcza.pl/1,75248,1882229.html). Consumption of the beer increases every year. Canadean firms report shows, that in year 2002 there was almost 1,4 billions hectolitres drank all over the world. This number was said by analysts to increase by 7% in 2005. According to the statistics, predictions have come true and it reached 1,5 billions of hectolitres. This table shows, that Czech Republic is the leader in the beer consumption. Each beer fan from this country drinks yearly almost 157 litres of this golden drink . Republic of Ireland takes the second place with 131,1 litres drank, and Germany third place with 115,8 litres. Poland is said to be one of the most drinking countries in the world. According to these data, its position is not that high, because it takes 18th place with 69,1 litres per each beer drinking Pole annually. Modern brewery market wide opened for the other types of beer selling. Microbrewery is responsible for producing a limited amount of beer, which depends on the region and on the authority. It has permission for making 18,000 hectolitres per year, in order to adjust the production to the predetermined standards required for the regional breweries. Nowadays, the global brewery market leader is Belgian Anheuser-Busch InBev with 25% of the market share. It was taking the third position after SABMiller, the first leader, and InBev which holded the second place. In 1987 its first equivalent, Anheuser-Busch decided to merge with InBev, and this operation has led it to the top in the brewery industry. Its fourteen brands, out of 300, generate almost $ 1 billion annually in revenue (http://www.ab-inbev.com/ ) Overview of the brewery industry in Poland after 1989 Transformation in 1989 has led to intensive changes in the polish brewery industry. They are connected with the increase in the beer consumption, and production concentration in the newest great breweries. Looking back at the changes that were implemented in the polish economy after 1989, and comparing them to what the former government has achieved between years 1945-1989, we can observe a positive influence of the new political system and thus potential and opportunities to increase growth in every area. Brewery industry in Poland had experienced a violent sales growth between 1994-2000, and then the consumers slowed down their beer consumption. But this situation did not have any negative impact on its further development. On the contrary brewery market is still developing and growing, and high operation profits have been observed in this branch. There are four main and few local brewery companies operating on the polish market ( and their market shares in %; data for year 2009): Kompania Piwowarska ( Brewing Company; brands: Tyskie, Lech, Zubr ) 45% Zywiec Group ( brands: Zywiec, Warka, Tatra ) 35% Carlsberg Poland ( Carlsberg, Okocim, Harnas ) 13% Royal Unibrew Poland ( Lomza, Strzelec ) 4% Other 50 breweries; with below than 10% of the market shares, are Belgia from Kielce, Perla from Browary Lubelskie, and Brok from Koszalin. ( there are 50 small breweries in Poland ) (http://www.ejpau.media.pl/volume7/issue2/economics/art-10.html) Comparing the situation on the market from the last year to year 2008, we can observe a diametrical changes that occurred in the meantime. There were three main players on this market two years ago: Kompania Piwowarska ( 41% ), Zywiec Group ( 34%) , and Carlsberg Poland ( 12%). Royal Unibrew joined them in 2009. As we see, market shares of each of them have increased at least by 1% ( Carslberg Poland and Zywiec Group ), and by 4% ( Kompania Piwowarska ) after one year. Situation on the brewery industry today There are two fields which characterise the todays brewing industry: Global aspect, where most of the large breweries groups decide to merge Regional aspect In this case small and medium-sized brewery companies start to actively operate on their market and therefore develop a wide range of products which have their roots in the territory they come from Nowadays the global brewery market offers its consumers almost 1,5 billions of hectolitres. In year 2003 the leader and the best beer producers market on the global brewery market and was Anhauser Busch, with the almost 130 millions of beer hectolitres sold all over the world. SABMiller took the second place with 125 millions of hectolitres sold, and third place belonged to Heineken with 99 millions of hectolitres sold. In 2010 two breweries decided to merge: Belgian InterBrev and Brasilian Ambev. According to the analysts predictions, effect of this merge will lead to the annual sale of 190 millions hectolitres in the future. Introduction to the Royal Unibrew Poland History of the company Royal Unibrew was the local leader in the brewery market, but during its 150 year old existence it has becomethe second largest brewery group in Denmark. It has been operating on the European brewery market since 1856, however the name of the company is of recent date. Two companies, Faxe Bryggeri A/S and Jyske Bryggerier A/S (Ceres Bryggerierne and Thor Bryggerierne), operating on the Dutch market in the 80s wanted to grow stronger and thus become leaders in the brewery industry in Denmark. They decided to merge in 1989, and changed the name for Bryggerierne Faxe Jyske A/S, but the final decision was Bryggerigruppen A/S in 1992. The company is listed on the Copenhagen Stock Exchange since 1998, and one forth of its shareholders ( 14,000 of all ) are foreigners. Now, Faxe, Ceres and Thos complemented each other perfectly: Faxe was strong in the retail trade and on soft drinks and lager beer with nation-wide status. On the export side, Faxe was traditionally strong in the German, UK and Swedish markets Ceres and Thor manifested themselves with strong beer and special products in Jutland and in restaurants and bars. Ceres strongest export strongholds were Italy and the Caribbean. In the beginning of its foreign expansion Royal Unibrew focused Italy, Germany, and the Carribean as its first export markets. Strong brands of Ceres have made it a leader among the imported brands in the Italian market. Its product Der Grosse Dane has won the hearts of the German society. There are three markets Royal Unibrew takes into consideration: The Western Europe Market consisted of the beer and juice markets in Denmark, Italy, Germany, and Cross-Border Trade The Eastern Europe Market consisted of the beer, juice and soft drinks markets in Lithuania, Latvia and Poland Malt and Overseas Markets international markets for malt drinks, beer and soft drinks exports to markets where there are no companys representatives Royal Unibrew decided to invest in Poland in the early 90s, and then started exporting Faxe beer from Denmark to Poland. It expanded the business in Poland in 1994, created a trade-distribution company and named it Faxe Poland LLC. Next step it made was purchasing its first breweries in Jedrzejà ³w and Koszalin in Poland in 2005. Royal Unibrew is the second alcohol producer in the Baltic states, and the largest Scandinavian alcohol exporter. There are four breweries on Denmark, three in Poland ( Strzelec in Jedrzejà ³w, Strzelec/Brok, Lomza Brewery, Sagittarius/Brok, and half of the shares in Perle ) and one non-alcohol plant in Latvia. Companys position on the market Royal Unibrew Poland is the fourth biggest brewery company on the polish market ( after Kompania Piwowarska, Carlsberg Poland, Grupa Zywiec S.A. ) with the 3% of market shares.. http://www.google.com/search?hl=enrls=com.microsoft%3Aen-gb%3AIE-SearchBoxrlz=1I7ADSA_enq=rynek+piwowarski+w+POlsceaq=faqi=oq= Royal Unibrew has been operating on the global market for 150 years already, and it focuses mainly the regional brands. There are thirteen breweries and one plant for the non-alcoholic drinks production. Polish branch of Royal Unibrew implements the strategy that involves the development of the strong regional brands. Company has been searching for many years for brands which are heavily related with their regions and liked by their consumers. Therefore the main Royal Unibrew Polands regional brands are Lomza, Brok, and Strzelec. Company invested in year 2009 in the development of Lomza brand. Lomza has joined the Royal Unibrews strategic brands portfolio, as one of its strongest brands in the polish market. With almost 40 years old tradition, it has the biggest potential among Royal Unibrews brands. Lomza has many loyal consumers, and it is very popular in the north-east part of Poland. Thanks to Lomza brand Royal Unibrew Poland has a gained a strong position in the north-east region, Baltic Coast in the area of Central POmerania, and in the south: Malopolska and in Silesia, close to Rybnik town. Company has observed the Lomza brands increasing presence in the Warsaw area, and in the commercial networks in whole Poland. CHAPTER 3: RESEARCH AND DESIGN ON METHODOLOGY The Research Background The aim of my research was to find out how the strategy makes company successful during its expansion to the foreign market. Royal Unibrew is a Dutch global company, and I decided to focus its polish branch. The reason for this approach is that the management board from Warsaw and people living and working in this city are more accessible for me in order to get an appropriate data for my research. I had a possibility to have a closer look on the different types of data that I was provided with, and thus describe them in my MA thesis, and answer the stated primary and secondary questions: Primary How does the strategy influence the Royal Unibrew international success? Secondary What motivated Dutch to invest in brewery business in Poland? What were the main entry barriers, that Royal Unibrew had to deal with? How has the strategy influenced the current position on the market? Deductive approach has been undertaken in this research. Qualitative Research Method Approach ( bardziej zglebie temat niz zwykle suche dane, subiektywne poglady ludzi ) This approach has helped me in gaining detailed data about situation of the Royal Unibrews alcohol products on the polish market, and deepen it by considering different different approach methods. Face-to-face interview with Mrs Beata Pawlowska ( CEO of the Royal Unibrew Poland ) and survey among beer consumers of a different age and gender were required to make this analysis better understood. They were asked about the motivations behind choosing the given beer brand. Customers choice is driven by the prepared strategy, which is implemented by the company and thus the good advertisement. I took a closer look at the information covered in the magazines and newspapers articles about the brewery market in Poland, subjective opinions of people, and internet different latest data sources were taken into consideration as well. They will help me support the data I gather for my thesis research. Poland is an attractive country for different types of investments. Dutch branch of Royal Unibrew found an opportunity for extra revenues after fall of communism in Poland in 1989 and thus open up for the developed western side. It had to adapt to the brand new culture and A larger group of respondents was helpful and thus I could have a more clear view on the beer demand from the practical side. However, with the respect to the scheduled time of Mrs Beata Pawlowska and beer consumers, in accordance with Saunders, Lewis and Thornhill ( 2000 ) all ethical issues had to be considered during the interview. When it comes to the consumers opinions, they were relatively similar. They appreciate Lomza beer, because it tastes more bitter than Zywiec, Warka, or Zubr. They said that the more bitter is the chosen beer, the more masculine is the person that drinks it. I asked also a seller working in the local area shop ( Jago in Warsaw, Bielany district ) about the beer which is more appreciated by the customers. According to their opinions price of the product is very attractive ( Lomza 3 zl, Zywiec 3,50 zl, Warka 3,70 zl ), and thus they are more eager to buy it. Lower price actually does not result in the clients suspicion towards the beer, because they dont really care about its quality. Zywiec and Warka are considered often by both genders in the age between 20 and 45, however there appeared a strong increase in the Lomzas sales. This is confirmed by Mrs Beata Pawlowska: Within ten months in year 2009 we have increased our sales by 4%, and I can say that we have closed the previous year with the 5% increase (http://www.poranny.pl/apps/pbcs.dll/article?AID=/20100121/REGION99/794675231). Lomza beer is sold in 500 ml bottles, and interviewed people mentioned that thanks to its shape it is easy to handle and therefore they enjoy it more while drinking. They put an emphasis on the beers association with the summer, when it easily quenches thirst. Taste of bitter beverage makes them feel relaxed. This means, that the value of the Royal Unibrew Polands products gained importance in the consumers eyes. Moreover, distribution and sales increase of the Lomza beer has been supported by the marketing actions and TV campaigns in the whole Poland. Frequent promotions and low prices catch customers attention, and So the results are positive for the company. Data Collection I collected the data by interviewing CEO of the Royal Unibrew Poland, accidental people, the local shop seller, and searching through the internet database. Sample group was chosen for this approach, and both genders were asked different questions that were strongly connected with the companys strategy. I focused a non-standardised unstructured interviews, where the data needed for the research could be analysed in-depth. I followed Sauners, Lewis and Thornhill ( 2000 ) where they inform that the sample group should have an opportunity to talk freely about the area of the chosen research. Non-directive approach was taken in this case. This method is good for the area of my research because it helps me gain a

Twilight 15. THE CULLENS

15. THE CULLENS The muted light of yet another cloudy day eventually woke me. I lay with my arm across my eyes, groggy and dazed. Something, a dream trying to be remembered, struggled to break into my consciousness. I moaned and rolled on my side, hoping more sleep would come. And then the previous day flooded back into my awareness. â€Å"Oh!† I sat up so fast it made my head spin. â€Å"Your hair looks like a haystack†¦ but I like it.† His unruffled voice came from the rocking chair in the corner. â€Å"Edward! You stayed!† I rejoiced, and thoughtlessly threw myself across the room and into his lap. In the instant that my thoughts caught up with my actions, I froze, shocked by my own uncontrolled enthusiasm. I stared up at him, afraid that I had crossed the wrong line. But he laughed. â€Å"Of course,† he answered, startled, but seeming pleased by my reaction. His hands rubbed my back. I laid my head cautiously against his shoulder, breathing in the smell of his skin. â€Å"I was sure it was a dream.† â€Å"You're not that creative,† he scoffed. â€Å"Charlie!† I remembered, thoughtlessly jumping up again and heading to the door. â€Å"He left an hour ago – after reattaching your battery cables, I might add. I have to admit I was disappointed. Is that really all it would take to stop you, if you were determined to go?† I deliberated where I stood, wanting to return to him badly, but afraid I might have morning breath. â€Å"You're not usually this confused in the morning,† he noted. He held his arms open for me to return. A nearly irresistible invitation. â€Å"I need another human minute,† I admitted. â€Å"I'll wait.† I skipped to the bathroom, my emotions unrecognizable. I didn't know myself, inside or out. The face in the mirror was practically a stranger – eyes too bright, hectic spots of red across my cheekbones. After I brushed my teeth, I worked to straighten out the tangled chaos that was my hair. I splashed my face with cold water, and tried to breathe normally, with no noticeable success. I half-ran back to my room. It seemed like a miracle that he was there, his arms still waiting for me. He reached out to me, and my heart thumped unsteadily. â€Å"Welcome back,† he murmured, taking me into his arms. He rocked me for a while in silence, until I noticed that his clothes were changed, his hair smooth. â€Å"You left?† I accused, touching the collar of his fresh shirt. â€Å"I could hardly leave in the clothes I came in – what would the neighbors think?† I pouted. â€Å"You were very deeply asleep; I didn't miss anything.† His eyes gleamed. â€Å"The talking came earlier.† I groaned. â€Å"What did you hear?† His gold eyes grew very soft. â€Å"You said you loved me.† â€Å"You knew that already,† I reminded him, ducking my head. â€Å"It was nice to hear, just the same.† I hid my face against his shoulder. â€Å"I love you,† I whispered. â€Å"You are my life now,† he answered simply. There was nothing more to say for the moment. He rocked us back and forth as the room grew lighter. â€Å"Breakfast time,† he said eventually, casually – to prove, I'm sure, that he remembered all my human frailties. So I clutched my throat with both hands and stared at him with wide eyes. Shock crossed his face. â€Å"Kidding!† I snickered. â€Å"And you said I couldn't act!† He frowned in disgust. â€Å"That wasn't funny.† â€Å"It was very funny, and you know it.† But I examined his gold eyes carefully, to make sure that I was forgiven. Apparently, I was. â€Å"Shall I rephrase?† he asked. â€Å"Breakfast time for the human.† â€Å"Oh, okay.† He threw me over his stone shoulder, gently, but with a swiftness that left me breathless. I protested as he carried me easily down the stairs, but he ignored me. He sat me right side up on a chair. The kitchen was bright, happy, seeming to absorb my mood. â€Å"What's for breakfast?† I asked pleasantly. That threw him for a minute. â€Å"Er, I'm not sure. What would you like?† His marble brow puckered. I grinned, hopping up. â€Å"That's all right, I fend for myself pretty well. Watch me hunt.† I found a bowl and a box of cereal. I could feel his eyes on me as I poured the milk and grabbed a spoon. I sat my food on the table, and then paused. â€Å"Can I get you anything?† I asked, not wanting to be rude. He rolled his eyes. â€Å"Just eat, Bella.† I sat at the table, watching him as I took a bite. He was gazing at me, studying my every movement. It made me self-conscious. I cleared my mouth to speak, to distract him. â€Å"What's on the agenda for today?† I asked. â€Å"Hmmm†¦Ã¢â‚¬  I watched him frame his answer carefully. â€Å"What would you say to meeting my family?† I gulped. â€Å"Are you afraid now?† He sounded hopeful. â€Å"Yes,† I admitted; how could I deny it – he could see my eyes. â€Å"Don't worry.† He smirked. â€Å"I'll protect you.† â€Å"I'm not afraid of them,† I explained. â€Å"I'm afraid they won't†¦ like me. Won't they be, well, surprised that you would bring someone†¦ like me†¦ home to meet them? Do they know that I know about them?† â€Å"Oh, they already know everything. They'd taken bets yesterday, you know† – he smiled, but his voice was harsh – â€Å"on whether I'd bring you back, though why anyone would bet against Alice, I can't imagine. At any rate, we don't have secrets in the family. It's not really feasible, what with my mind reading and Alice seeing the future and all that.† â€Å"And Jasper making you feel all warm and fuzzy about spilling your guts, don't forget that.† â€Å"You paid attention,† he smiled approvingly. â€Å"I've been known to do that every now and then.† I grimaced. â€Å"So did Alice see me coming?† His reaction was strange. â€Å"Something like that,† he said uncomfortably, turning away so I couldn't see his eyes. I stared at him curiously. â€Å"Is that any good?† he asked, turning back to me abruptly and eyeing my breakfast with a teasing look on his face. â€Å"Honestly, it doesn't look very appetizing.† â€Å"Well, it's no irritable grizzly†¦Ã¢â‚¬  I murmured, ignoring him when he glowered. I was still wondering why he responded that way when I mentioned Alice. I hurried through my cereal, speculating. He stood in the middle of the kitchen, the statue of Adonis again, staring abstractedly out the back windows. Then his eyes were back on me, and he smiled his heartbreaking smile. â€Å"And you should introduce me to your father, too, I think.† â€Å"He already knows you,† I reminded him. â€Å"As your boyfriend, I mean.† I stared at him with suspicion. â€Å"Why?† â€Å"Isn't that customary?† he asked innocently. â€Å"I don't know,† I admitted. My dating history gave me few reference points to work with. Not that any normal rules of dating applied here. â€Å"That's not necessary, you know. I don't expect you to†¦ I mean, you don't have to pretend for me.† His smile was patient. â€Å"I'm not pretending.† I pushed the remains of my cereal around the edges of the bowl, biting my lip. â€Å"Are you going to tell Charlie I'm your boyfriend or not?† he demanded. â€Å"Is that what you are?† I suppressed my internal cringing at the thought of Edward and Charlie and the word boy friend all in the same room at the same time. â€Å"It's a loose interpretation of the word ‘boy,' I'll admit.† â€Å"I was under the impression that you were something more, actually,† I confessed, looking at the table. â€Å"Well, I don't know if we need to give him all the gory details.† He reached across the table to lift my chin with a cold, gentle finger. â€Å"But he will need some explanation for why I'm around here so much. I don't want Chief Swan getting a restraining order put on me.† â€Å"Will you be?† I asked, suddenly anxious. â€Å"Will you really be here?† â€Å"As long as you want me,† he assured me. â€Å"I'll always want you,† I warned him. â€Å"Forever.† He walked slowly around the table, and, pausing a few feet away, he reached out to touch his fingertips to my cheek. His expression was unfathomable. â€Å"Does that make you sad?† I asked. He didn't answer. He stared into my eyes for an immeasurable period of time. â€Å"Are you finished?† he finally asked. I jumped up. â€Å"Yes.† â€Å"Get dressed – I'll wait here.† It was hard to decide what to wear. I doubted there were any etiquette books detailing how to dress when your vampire sweetheart takes you home to meet his vampire family. It was a relief to think the word to myself. I knew I shied away from it intentionally. I ended up in my only skirt – long, khaki-colored, still casual. I put on the dark blue blouse he'd once complimented. A quick glance in the mirror told me my hair was entirely impossible, so I pulled it back into a pony tail. â€Å"Okay.† I bounced down the stairs. â€Å"I'm decent.† He was waiting at the foot of the stairs, closer than I'd thought, and I bounded right into him. He steadied me, holding me a careful distance away for a few seconds before suddenly pulling me closer. â€Å"Wrong again,† he murmured in my ear. â€Å"You are utterly indecent – no one should look so tempting, it's not fair.† â€Å"Tempting how?† I asked. â€Å"I can change†¦Ã¢â‚¬  He sighed, shaking his head. â€Å"You are so absurd.† He pressed his cool lips delicately to my forehead, and the room spun. The smell of his breath made it impossible to think. â€Å"Shall I explain how you are tempting me?† he said. It was clearly a rhetorical question. His fingers traced slowly down my spine, his breath coming more quickly against my skin. My hands were limp on his chest, and I felt lightheaded again. He tilted his head slowly and touched his cool lips to mine for the second time, very carefully, parting them slightly. And then I collapsed. â€Å"Bella?† His voice was alarmed as he caught me and held me up. â€Å"You†¦ made†¦ me†¦ faint,† I accused him dizzily. â€Å"What am I going to do with you?† he groaned in exasperation. â€Å"Yesterday I kiss you, and you attack me! Today you pass out on me!† I laughed weakly, letting his arms support me while my head spun. â€Å"So much for being good at everything,† he sighed. â€Å"That's the problem.† I was still dizzy. â€Å"You're too good. Far, far too good.† â€Å"Do you feel sick?† he asked; he'd seen me like this before. â€Å"No – that wasn't the same kind of fainting at all. I don't know what happened.† I shook my head apologeticallv, â€Å"I think I forgot to breathe.† â€Å"I can't take you anywhere like this.† â€Å"I'm fine,† I insisted. â€Å"Your family is going to think I'm insane anyway, what's the difference?† He measured my expression for a moment. â€Å"I'm very partial to that color with your skin,† he offered unexpectedly. I flushed with pleasure, and looked away. â€Å"Look, I'm trying really hard not to think about what I'm about to do, so can we go already?† I asked. â€Å"And you're worried, not because you're headed to meet a houseful of vampires, but because you think those vampires won't approve of you, correct?† â€Å"That's right,† I answered immediately, hiding my surprise at his casual use of the word. He shook his head. â€Å"You're incredible.† I realized, as he drove my truck out of the main part of town, that I had no idea where he lived. We passed over the bridge at the Calawah River, the road winding northward, the houses flashing past us growing farther apart, getting bigger. And then we were past the other houses altogether, driving through misty forest. I was trying to decide whether to ask or be patient, when he turned abruptly onto an unpaved road. It was unmarked, barely visible among the ferns. The forest encroached on both sides, leaving the road ahead only discernible for a few meters as it twisted, serpentlike, around the ancient trees. And then, after a few miles, there was some thinning of the woods, and we were suddenly in a small meadow, or was it actually a lawn? The gloom of the forest didn't relent, though, for there were six primordial cedars that shaded an entire acre with their vast sweep of branches. The trees held their protecting shadow right up to the walls of the house that rose among them, making obsolete the deep porch that wrapped around the first story. I don't know what I had expected, but it definitely wasn't this. The house was timeless, graceful, and probably a hundred years old. It was painted a soft, faded white, three stories tall, rectangular and well proportioned. The windows and doors were either part of the original structure or a perfect restoration. My truck was the only car in sight. I could hear the river close by, hidden in the obscurity of the forest. â€Å"Wow.† â€Å"You like it?† He smiled. â€Å"It†¦ has a certain charm.† He pulled the end of my ponytail and chuckled. â€Å"Ready?† he asked, opening my door. â€Å"Not even a little bit – let's go.† I tried to laugh, but it seemed to get stuck in my throat. I smoothed my hair nervously. â€Å"You look lovely.† He took my hand easily, without thinking about it. We walked through the deep shade up to the porch. I knew he could feel my tension; his thumb rubbed soothing circles into the back of my hand. He opened the door for me. The inside was even more surprising, less predictable, than the exterior. It was very bright, very open, and very large. This must have originally been several rooms, but the walls had been removed from most of the first floor to create one wide space. The back, south-facing wall had been entirely replaced with glass, and, beyond the shade of the cedars, the lawn stretched bare to the wide river. A massive curving staircase dominated the west side of the room. The walls, the high-beamed ceiling, the wooden floors, and the thick carpets were all varying shades of white. Waiting to greet us, standing just to the left of the door, on a raised portion of the floor by a spectacular grand piano, were Edward's parents. I'd seen Dr. Cullen before, of course, yet I couldn't help but be struck again by his youth, his outrageous perfection. At his side was Esme, I assumed, the only one of the family I'd never seen before. She had the same pale, beautiful features as the rest of them. Something about her heart-shaped face, her billows of soft, caramel-colored hair, reminded me of the ing? ¦nues of the silent-movie era. She was small, slender, yet less angular, more rounded than the others. They were both dressed casually, in light colors that matched the inside of the house. They smiled in welcome, but made no move to approach us. Trying not to frighten me, I guessed. â€Å"Carlisle, Esme,† Edward's voice broke the short silence, â€Å"this is Bella.† â€Å"You're very welcome, Bella.† Carlisle's step was measured, careful as he approached me. He raised his hand tentatively, and I stepped forward to shake hands with him. â€Å"It's nice to see you again, Dr. Cullen.† â€Å"Please, call me Carlisle.† â€Å"Carlisle.† I grinned at him, my sudden confidence surprising me. I could feel Edward's relief at my side. Esme smiled and stepped forward as well, reaching for my hand. Her cold, stone grasp was just as I expected. â€Å"It's very nice to know you,† she said sincerely. â€Å"Thank you. I'm glad to meet you, too.† And I was. It was like meeting a fairy tale – Snow White, in the flesh. â€Å"Where are Alice and Jasper?† Edward asked, but no one answered, as they had just appeared at the top of the wide staircase. â€Å"Hey, Edward!† Alice called enthusiastically. She ran down the stairs, a streak of black hair and white skin, coming to a sudden and graceful stop in front of me. Carlisle and Esme shot warning glances at her, but I liked it. It was natural – for her, anyway. â€Å"Hi, Bella!† Alice said, and she bounced forward to kiss my cheek. If Carlisle and Esme had looked cautious before, they now looked staggered. There was shock in my eyes, too, but I was also very pleased that she seemed to approve of me so entirely. I was startled to feel Edward stiffen at my side. I glanced at his face, but his expression was unreadable. â€Å"You do smell nice, I never noticed before,† she commented, to my extreme embarrassment. No one else seemed to know quite what to say, and then Jasper was there – tall and leonine. A feeling of ease spread through me, and I was suddenly comfortable despite where I was. Edward stared at Jasper, raising one eyebrow, and I remembered what Jasper could do. â€Å"Hello, Bella,† Jasper said. He kept his distance, not offering to shake my hand. But it was impossible to feel awkward near him. â€Å"Hello, Jasper.† I smiled at him shyly, and then at the others. â€Å"It's nice to meet you all – you have a very beautiful home,† I added conventionally. â€Å"Thank you,† Esme said. â€Å"We're so glad that you came.† She spoke with feeling, and I realized that she thought I was brave. I also realized that Rosalie and Emmett were nowhere to be seen, and I remembered Edward's too-innocent denial when I'd asked him if the others didn't like me. Carlisle's expression distracted me from this train of thought; he was gazing meaningfully at Edward with an intense expression. Out of the corner of my eye, I saw Edward nod once. I looked away, trying to be polite. My eyes wandered again to the beautiful instrument on the platform by the door. I suddenly remembered my childhood fantasy that, should I ever win a lottery, I would buy a grand piano for my mother. She wasn't really good – she only played for herself on our secondhand upright – but I loved to watch her play. She was happy, absorbed – she seemed like a new, mysterious being to me then, someone outside the â€Å"mom† persona I took for granted. She'd put me through lessons, of course, but like most kids, I whined until she let me quit. Esme noticed my preoccupation. â€Å"Do you play?† she asked, inclining her head toward the piano. I shook my head. â€Å"Not at all. But it's so beautiful. Is it yours?† â€Å"No,† she laughed. â€Å"Edward didn't tell you he was musical?† â€Å"No.† I glared at his suddenly innocent expression with narrowed eyes. â€Å"I should have known, I guess.† Esme raised her delicate eyebrows in confusion. â€Å"Edward can do everything, right?† I explained. Jasper snickered and Esme gave Edward a reproving look. â€Å"I hope you haven't been showing off- it's rude,† she scolded. â€Å"Just a bit,† he laughed freely. Her face softened at the sound, and they shared a brief look that I didn't understand, though Esme's face seemed almost smug. â€Å"He's been too modest, actually,† I corrected. â€Å"Well, play for her,† Esme encouraged. â€Å"You just said showing off was rude,† he objected. â€Å"There are exceptions to every rule,† she replied. â€Å"I'd like to hear you play,† I volunteered. â€Å"It's settled then.† Esme pushed him toward the piano. He pulled me along, sitting me on the bench beside him. He gave me a long, exasperated look before he turned to the keys. And then his fingers flowed swiftly across the ivory, and the room was filled with a composition so complex, so luxuriant, it was impossible to believe only one set of hands played. I felt my chin drop, my mouth open in astonishment, and heard low chuckles behind me at my reaction. Edward looked at me casually, the music still surging around us without a break, and winked. â€Å"Do you like it?† â€Å"You wrote this?† I gasped, understanding. He nodded. â€Å"It's Esme's favorite.† I closed my eyes, shaking my head. â€Å"What's wrong?† â€Å"I'm feeling extremely insignificant.† The music slowed, transforming into something softer, and to my surprise I detected the melody of his lullaby weaving through the profusion of notes. â€Å"You inspired this one,† he said softly. The music grew unbearably sweet. I couldn't speak. â€Å"They like you, you know,† he said conversationally. â€Å"Esme especially.† I glanced behind me, but the huge room was empty now. â€Å"Where did they go?† â€Å"Very subtly giving us some privacy, I suppose.† I sighed. â€Å"They like me. But Rosalie and Emmett†¦Ã¢â‚¬  I trailed off, not sure how to express my doubts. He frowned. â€Å"Don't worry about Rosalie,† he said, his eyes wide and persuasive. â€Å"She'll come around.† I pursed my lips skeptically. â€Å"Emmett?† â€Å"Well, he thinks I'm a lunatic, it's true, but he doesn't have a problem with you. He's trying to reason with Rosalie.† â€Å"What is it that upsets her?† I wasn't sure if I wanted to know the answer. He sighed deeply. â€Å"Rosalie struggles the most with†¦ with what we are. It's hard for her to have someone on the outside know the truth. And she's a little jealous.† â€Å"Rosalie is jealous of me?† I asked incredulously. I tried to imagine a universe in which someone as breathtaking as Rosalie would have any possible reason to feel jealous of someone like me. â€Å"You're human.† He shrugged. â€Å"She wishes that she were, too.† â€Å"Oh,† I muttered, still stunned. â€Å"Even Jasper, though†¦Ã¢â‚¬  â€Å"That's really my fault,† he said. â€Å"I told you he was the most recent to try our way of life. I warned him to keep his distance.† I thought about the reason for that, and shuddered. â€Å"Esme and Carlisle†¦ ?† I continued quickly, to keep him from noticing. â€Å"Are happy to see me happy. Actually, Esme wouldn't care if you had a third eye and webbed feet. All this time she's been worried about me, afraid that there was something missing from my essential makeup, that I was too young when Carlisle changed me†¦ She's ecstatic. Every time I touch you, she just about chokes with satisfaction.† â€Å"Alice seems very†¦ enthusiastic.† â€Å"Alice has her own way of looking at things,† he said through tight lips. â€Å"And you're not going to explain that, are you?† A moment of wordless communication passed between us. He realized that I knew he was keeping something from me. I realized that he wasn't going to give anything away. Not now. â€Å"So what was Carlisle telling you before?† His eyebrows pulled together. â€Å"You noticed that, did you?† I shrugged. â€Å"Of course.† He looked at me thoughtfully for a few seconds before answering. â€Å"He wanted to tell me some news – he didn't know if it was something I would share with you.† â€Å"Will you?† â€Å"I have to, because I'm going to be a little†¦ overbearingly protective over the next few days – or weeks – and I wouldn't want you to think I'm naturally a tyrant.† â€Å"What's wrong?† â€Å"Nothing's wrong, exactly. Alice just sees some visitors coming soon. They know we're here, and they're curious.† â€Å"Visitors?† â€Å"Yes†¦ well, they aren't like us, of course – in their hunting habits, I mean. They probably won't come into town at all, but I'm certainly not going to let you out of my sight till they're gone.† I shivered. â€Å"Finally, a rational response!† he murmured. â€Å"I was beginning to think you had no sense of self-preservation at all.† I let that one pass, looking away, my eyes wandering again around the spacious room. He followed my gaze. â€Å"Not what you expected, is it?† he asked, his voice smug. â€Å"No,† I admitted. â€Å"No coffins, no piled skulls in the corners; I don't even think we have cobwebs†¦ what a disappointment this must be for you,† he continued slyly. I ignored his teasing. â€Å"It's so light†¦ so open.† He was more serious when he answered. â€Å"It's the one place we never have to hide.† The song he was still playing, my song, drifted to an end, the final chords shifting to a more melancholy key. The last note hovered poignantly in the silence. â€Å"Thank you,† I murmured. I realized there were tears in my eyes. I dabbed at them, embarrassed. He touched the corner of my eye, trapping one I missed. He lifted his finger, examining the drop of moisture broodingly. Then, so quickly I couldn't be positive that he really did, he put his finger to his mouth to taste it. I looked at him questioningly, and he gazed back for a long moment before he finally smiled. â€Å"Do you want to see the rest of the house?† â€Å"No coffins?† I verified, the sarcasm in my voice not entirely masking the slight but genuine anxiety I felt. He laughed, taking my hand, leading me away from the piano. â€Å"No coffins,† he promised. We walked up the massive staircase, my hand trailing along the satin-smooth rail. The long hall at the top of the stairs was paneled with a honey-colored wood, the same as the floorboards. â€Å"Rosalie and Emmett's room†¦ Carlisle's office†¦ Alice's room†¦Ã¢â‚¬  He gestured as he led me past the doors. He would have continued, but I stopped dead at the end of the hall, staring incredulously at the ornament hanging on the wall above my head. Edward chuckled at my bewildered expression. â€Å"You can laugh,† he said. â€Å"It is sort of ironic.† I didn't laugh. My hand raised automatically, one finger extended as if to touch the large wooden cross, its dark patina contrasting with the lighter tone of the wall. I didn't touch it, though I was curious if the aged wood would feel as silky as it looked. â€Å"It must be very old,† I guessed. He shrugged. â€Å"Early sixteen-thirties, more or less.† I looked away from the cross to stare at him. â€Å"Why do you keep this here?† I wondered. â€Å"Nostalgia. It belonged to Carlisle's father.† â€Å"He collected antiques?† I suggested doubtfully. â€Å"No. He carved this himself. It hung on the wall above the pulpit in the vicarage where he preached.† I wasn't sure if my face betrayed my shock, but I returned to gazing at the simple, ancient cross, just in case. I quickly did the mental math; the cross was over three hundred and seventy years old. The silence stretched on as I struggled to wrap my mind around the concept of so many years. â€Å"Are you all right?† He sounded worried. â€Å"How old is Carlisle?† I asked quietly, ignoring his question, still staring up. â€Å"He just celebrated his three hundred and sixty-second birthday,† Edward said. I looked back at him, a million questions in my eyes. He watched me carefully as he spoke. â€Å"Carlisle was born in London, in the sixteen-forties, he believes. Time wasn't marked as accurately then, for the common people anyway. It was just before Cromwell's rule, though.† I kept my face composed, aware of his scrutiny as I listened. It was easier if I didn't try to believe. â€Å"He was the only son of an Anglican pastor. His mother died giving birth to him. His father was an intolerant man. As the Protestants came into power, he was enthusiastic in his persecution of Roman Catholics and other religions. He also believed very strongly in the reality of evil. He led hunts for witches, werewolves†¦ and vampires.† I grew very still at the word. I'm sure he noticed, but he went on without pausing. â€Å"They burned a lot of innocent people – of course the real creatures that he sought were not so easy to catch. â€Å"When the pastor grew old, he placed his obedient son in charge of the raids. At first Carlisle was a disappointment; he was not quick to accuse, to see demons where they did not exist. But he was persistent, and more clever than his father. He actually discovered a coven of true vampires that lived hidden in the sewers of the city, only coming out by night to hunt. In those days, when monsters were not just myths and legends, that was the way many lived. â€Å"The people gathered their pitchforks and torches, of course† – his brief laugh was darker now – â€Å"and waited where Carlisle had seen the monsters exit into the street. Eventually one emerged.† His voice was very quiet; I strained to catch the words. â€Å"He must have been ancient, and weak with hunger. Carlisle heard him call out in Latin to the others when he caught the scent of the mob. He ran through the streets, and Carlisle – he was twenty-three and very fast – was in the lead of the pursuit. The creature could have easily outrun them, but Carlisle thinks he was too hungry, so he turned and attacked. He fell on Carlisle first, but the others were close behind, and he turned to defend himself. He killed two men, and made off with a third, leaving Carlisle bleeding in the street.† He paused. I could sense he was editing something, keeping something from me. â€Å"Carlisle knew what his father would do. The bodies would be burned – anything infected by the monster must be destroyed. Carlisle acted instinctively to save his own life. He crawled away from the alley while the mob followed the fiend and his victim. He hid in a cellar, buried himself in rotting potatoes for three days. It's a miracle he was able to keep silent, to stay undiscovered. â€Å"It was over then, and he realized what he had become.† I'm not sure what my face was revealing, but he suddenly broke off. â€Å"How are you feeling?† he asked. â€Å"I'm fine,† I assured him. And, though I bit my lip in hesitation, he must have seen the curiosity burning in my eyes. He smiled. â€Å"I expect you have a few more questions for me.† â€Å"A few.† His smile widened over his brilliant teeth. He started back down the hall, pulling me along by the hand. â€Å"Come on, then,† he encouraged. â€Å"I'll show you.†