Impulsive Behavior of Romeo and Juliet Essay Example for Free

Impulsive Behavior of Romeo and Juliet EssayThere are more examples of characters acting without recovering of the consequences in Romeo and Juliet. The narrative of Romeo and Juliet is written by the famous author William Shakespeare. The story is about a boy that falls in whap with a girl but both(prenominal) of their families have a burning hatred for each other, which leads to both of Romeos and Juliets demise. Although there are some good things that happen as a result of Romeo acting before thinking, Im going to show that on most occasions, his rash actions affect himself and others negatively. To begin, when Romeo has feelings for a girl, he thinks he feels love for them, but it is usually never the case. The Capulets throw a party due to a tradition and Romeo attends. While there he notices Juliet and is instantly attracted to her. He, like many other boys, is attracted to girls only for their looks and not personality Like a rich jewel in an Ethiops ear/Beauty too r ich for use, for humankind too dear (1.5.46-47). He is infatuated with Juliet, not in love with her. He is only focusing on her beauty rather than her non-visual redeeming qualities. inwardly a few minutes of meeting Juliet, he lost all his feeling of depression from being rejected by Rosaline Did my heart love work on now? Forswear it, sight/For I neer saw true beauty till this night(1.5.52-53). He thought he was in love with Rosaline but then forgot all about her and his so-called love for her when he met Juliet. He now professes true love for Juliet. When Romeo hastily proclaims his love for girls, he doesnt take the time to court the girls he likes, he makes them upset and feels rushed.Next, he was impetuous with killing himself when he thought Juliet was absolutely. Juliet took a potion to appear dead to avoid marrying Paris. When she woke up, she and Romeo were supposed to leave Verona together. Romeo found Juliet in the tomb where he was going to put Tybalts body. Romeo j umped straight to the conclusion that she was dead without checking to see if she was cellular respiration or had a heartbeat Is crimson in thy lips and in thy cheeks/And deaths pale flag is not advancd there(5.3.95-96). Romeo did not think about the fact that she could have taken a potion or be unconscious. He immediately took out the poison he obtained when he heard the parole of Juliets death and drank it. When Juliet woke up, she saw that Romeo was dead Yea, noise? Then Ill be brief. O happy dagger/This is thy sheath their rust, and let me die (5.3.169-170). Romeos rash decision to take his own life led to Juliet snatching his dagger and taking her own life. Both of these quotes show that if Romeo had slowed down, problem solved better, and thought through with(predicate) the consequences of his actions, he probably would not have chosen to take his life and would have ended up alive and with Juliet.On most occasions, Romeos brainish decisions affect himself and others negati vely. We can learn from his impulsive decisions which lead to dire consequences. Taking the time to assess our situations and weigh the consequences of our actions may help improve the outcomes of our decisions.Work CitedShakespeare, William. Romeo and Juliet. Elements of Literature. capital of Texas Holt, Rinehartand Winston, 2009. 901-1024. Print.

How Young People Represented in Eastenders and Hollyoaks Essay Example for Free

How Young People Represented in Eastenders and Hollyoaks EssayEastenders is a British Soap Opera, first air in the UK on BBC1. Its about stack who works and live in the frictional London Borough of Walford in the East End of London. The scenes usually somewhat the Albert Squ atomic number 18. This soap originally played in the TV as two half-hour episodes per week since 2001, for episodes are broadcast each week. It is one of the UKs highest rated programmes. Its created by two person called Julia Smith and Tony Holland. Hollyoaks is a long running British Soap Opera firs broadcasted on Channel 4 in 1995. Its created by Phil Redmond and Directed by Ross Knowles and Robert Duffey. This programme is set in a fictional suburb of Chester called Hollyoaks. Scenes usually roughly the education college called Hollyoaks Community College. The characters are people who are in their late teens or early twenties. The series are filmed at Lime Pictures.There are many conventions in the soaps. pearl hangers are is a practice of ending of an episode which leaves the character in a seemingly impossible situation or something really exciting happens. The draw a bead on of this that it makes the story so interesting which makes people want to watch the next episode of the soap. Moralistic storylines are usually principal(prenominal) theme of the story the lesson the main character learns. Usually people who watching the soap learns from that storyline. For example for a moral storyline is could be that a girl steals another girls roller-skate, the moral in this that stealing is wrong. Multiple storylines are means in a soap that tons of different lines going on.For example that a brothel keeper has a baby, someone had a car crash, while the school burnt down. Realism is also important for a soap opera because who watching it has to intrust in that its real. For example people cant sell a pen which cost 50p for 20.000 because its not realistic. Soaps are waiver on social messages such as drunk driving, young pregnancy, taking drugs and so on. The writers passing these messages to do not do any of these by wake their consequences. If people see that 5 people dies because the driver was drunk they might not going the drive when they drinking.Characters from Eastenders Ive chosen are Stacey Slater and Bradley Branning. Stacey had arrived in Watford at the age of 15 and she stayed with her uncle Charlie. She had been causes devils with her behavior. She had been thrown out because of her behavior. She falls in love with Bradley BranningStacey represented like a bad puerile girl with lots of boyfriends. She also had taken drugs in the past. She not very educated. She worked at a stall. She was pregnant but had an abortion. Bradley represented as a quite clever teenage boy. He has a good job at the bank. Was in a relationship with Stacey. He sexually harassed by his boss. He flirted with lots of girls/women. He flirted with her colleague as w ell. Ive chosen these characters because I thought they are exciting to me.Characters from Hollyoaks are Ste Hay, He has some wicked ways. It hasnt all been plain sailplaning for him. A job at chez brought him into the flight path of one Brendan Brady and so began the twisted love/hate/love/hate/love romance that is Stendan. totally sorts of obstacles have come between them pregnant girlfriends, fitness instructors, angry wives and long lost sons however it was Brendans issues with his sexuality and his propensity for violence that stopped them truly being together. Leanne Holiday is a blonde, petite, button-nosed Leanne looks all sweetness and light. She first came to the village as fiance to Lee Hunter, who was returning to the village after a five twelvemonth absence. Hardcore fans will have followed their engagement in the online drama Freshers. Wandering eyes from both parties soon caused trouble in their relationship, Leanne snagging Doug and Lee move for Amy. She always chases boys.Young people in Eastenders represented more badly, in there are young pregnancies and other bad stuff going around the young characters. In Hollyoaks the young people are mostly represented as a studying respectful teenager. So the young people in Eastenders represented most likely as bad, while in Hollyoaks they are represented as goods.I think in Eastenders and Hollyoaks young people are represented in the way how the young people act or behave in the real life. Some young people having in trouble some of them are behaving well and doing their work and just being normal.

Frequent Shopper Program Essay Example for Free

Frequent Shopper Program EssayThe objective of this project request is to slash purchases of individual customers. The customer purchases lead be tracked and accumulated as loyalty points for redemption by the customer for gift items, specialty foods and other(a) products or services as made available done partnerships with other external companies. The strategic purpose of the Frequent Shopper Program is described on the Sales selling page of the Kudler elegant Foods Intranet site. Purpose Kudlerss new initiative is tracking purchase behavior at the individual customer level and providing mellow note value incentives through a partnership with a loyalty points program. The customer purchase behavior patterns will help Kudler refine its processes and offerings to best satisfy their values customers. set is not the primary differentiating factor for Kudler consumers these consumers are foc utilize on quality and finding specialized items. Therefore, rather than providing everyday discounts to the customers for their purchase frequency like dishonor stopping point markets, Kudler has partnered with a loyalty points program to provide customers with points which can be salvageed for high end gift items, airline first-class upgrades, or other specialty foods. Technology Infrastructure and ArchitectureThe following sections of this document will provide an overview of the hardware, network, software, infobases, and security requirements for the frequent shopper program. These requirements are suggestive Hardware Platform Kudler Fine Foods currently has an elaborate network of hardware that whitethorn be used to implement the frequent shopper program. Client-Side hardware1. from each one entrepot uses NCR RealPOS 82XRT terminals linked to the network through a POS server. (These terminals will be used during purchasing to initiate data collection including customer ID and purchase history data for the FSP) 2.The nineteen (at present count) integr ated management and other admin personnel all utilize Dell Vostro computers running Windows 7 OS. These administration personnel also share 3 HP networked printers. (In singing to the FSP, these computers will be used by management to query and analyze customer purchase history for business service refinement. )Server-Side Hardware 1. POS Servers- are used to process orders from the POS terminals and connect to the Kudler network for database file storage 2. HP Blade Server system- c3000 system, Unix OS, SAP Retail SW, Print/File, Communications, Email, Storage, Web. These Servers will be used to store data regarding individual customer purchase history and queried for business analysis as strong as loyalty points addition and redemption. ) Network Platform 1. apiece of the three Kudler Stores has a Local Area Network which connects together Via T3 Dedicated high speed lines. 2. Each stores LAN is connected via ampere-second base T Ethernet. The communications into and out of th e stores is ported through 2 Cisco routers and firewalls. 3. Each Local Area Network is also connected to the internet via 25Mbps high speed business internet connections. 4. Network Diagrams (Shown Below)Software Development Tools 1. The Frequent Shopper Program is an additional service that will be implemented in federation with the existing Information Technology System used throughout Kudler Fine Foods. Because of the complexity and functionality of the existing system, it is recommended that the use of AGILE burstment methodologies be used to develop the FSP system and merge the application into the existing system. 2. Visual Studio 2012- This Integrated Development Environment will be used to develop the application modules and drug user interfaces for the FSP development. 3. The code will be implemented in the C language. (used for module development) b. ASP. NET MVC used to develop dynamic, interactive web based application for customers to access, monitor, and redeem l oyalty pointsDatabases 1- customer Table The Customer Table contains demographic data for each of Kudlers customers. The data in this table is used to access the hold and address of customers for order processing and for special mailings for anniversaries and/or birth dates, etc. revisal Table The Order Table is used to record information liable(p) to each Order placed with a given store. Each order will have one or more entries in the Order promissory note Table associated with it. 3- Order Line Table The Order Line table contains detail on items appearing on an order. One or more Order Lines are associated with each order and each Order Line references an item being purchased with its description, quantity, price, etc. 4- Item Table The Item Table stores information pertaining to products that may appear on an order. It describes goods that can be purchased from a Store.The current database tables can be re-used and combined to create the FSPoints Table The FSPoints tabl e (Frequent Shopper Points table), will include the Customer ID and all correlating information, Item purchase history, and Item Points Value. The sum of all points values will be expressed and added to the Customers redeemable points at the end of each FSP period. User Interfaces Describe the interface for data collection and notification to store personnel and customers.1. The initial User Interface will remain the corresponding at the point of sale(POS). Additional software will be added to initialize the FSP on applicable transaction.Software modules will be initialized as needed that will collect the CustomerID as well as the individual items purchased. 2. Web Applications Through the use of the aforementioned tools including ASP. NET and MVC, an interactive web application will be available to registered customers, and personnel to access, review, and redeem loyalty points. There will be an exclusive page created for the Frequent Shopper Program. Controls System accuracy chec ks will be in place to verify unique CustomerIDs at the POS terminals. Every customer that participates in the Frequent Shopper Program will have a unique customerID.Each transaction will begin by entering this identifier which when verified for accuracy will begin collecting item purchase data. Each item is scanned at the POS, and compared to its corresponding FSPoints table to add loyalty points to the Customers FSPoint record. If the CustomerID or any items purchased to not register in the verification processing system, an exception will be returned to displace the customer and cashier at the time of purchase. Each transaction will close with a printed receipt listing the order line information, as well as the points accumulated at that transaction.A points total may be requested via the internet based Frequent Shopper Program Web application on the Kudler Fine Foods website. Security The necessary security mechanisms need to be in place when storing and moving most data entiti es, especially Customer personal information. Hashing and encoding techniques will be used when sensitive data is stored in all data stores, and secure data transfer protocols (e. g. , SSL, HTTPS, and WS-Security) will be used when data is Personal Information will be secured through the use of data encryption methods and secure networking protocols when data is transmitted over the network.

The Findings Of Our Group Presentation Social Work Essay

The Findings Of Our Group Presentation Social Work EssayFrom the findings of our company introduction, it can be said that quality means doing things right, exclusively the things which the operation needs to do right will vary according to the kind of operation. For example, in the hospital, quality could mean making sure that patents get the nigh appropriate treatment, that the treatment is carried out in a medically correct manner, it would also include such things as ensuring that the hospital is clean, and that the staff be strong informed and friendly towards patients.Its not surprising that all operations regard quality as a particularly important object. In some slipway quality is the most visible part of what an operation does. Furthermore, its some thing that a customer finds relatively easy to judge about the operation. By postulation is it right or wrong? Is it the way its supposed to be? There is some thing fundamental about quality. Because of this, its clearly a major regulate on customer satisfaction or dissatisfaction.Quality then is simple conflict the customer requirements, and this has been expressed in many waysFitness for aim or use, Conformance to requirements, and in many other ways.Clearly, part of the acceptability of a service will depend on its ability to function satisfactorily over a period of time, and it is this aspect of performance that is given the name reliability. It is the ability of the service to continue to meet the customer requirements. It is important to realize that the meeting the customer requirements definition of quality is not restrictive to the functional characteristics of services. A report on your contribution to the group and to the hold out that was presentedI contributed a capacious deal in the planning and writing up of the founding. Our group communicated amongst itself both efficiently and effectively. Although we garner on only one occasion outside faculty member hours as a whole group, the meeting was extremely constructive as we were able to discuss and arrange the main sections of the presentation.My role within the group was to practice the slides and research on the topic I was allocated as a member of the group. Firstly, I decided to research on the theory of variation and the Deming cycle, and attempted to tie-up these theories to the results of the care quality commission report on the two care homes of our choice. The other role in the consummation of the group problematic introducing the main points of the presentation and writing up on one of the key points in the conclusion.A report on how the group tended togetherGroup work has been defined by various authors, however Kurland and Salmon (2003) states that for some group work is just another way of talking about squadwork, however, working in groups is often presented as a good way of dividing work and increasing productivity. It can also be argued that it allows for the utilization of the differ ent skills, knowledge and experiences that quite a little fill, (Cory and Cory, 2002). Kurland and Salmon (2002) describes team work as partnership, thence he goes to describe partnership working as a variety of arrangements with different purposes, time scales, structures, operating procedures and members amidst groups and the community as a whole. Lowndes (2002) adding that partnership/group working achieves what would be difficult or impossible for a single person to do on their own therefore collaborative working is also known as partnership working. However, (Wildridge et al, 2004) argues that partnership working is not in and of itself a good thing. Yalom (2005) claims that for a group work to be effective 10 characteristic should be present Develop goals and plans, Enhance communication among members, Develop and maintain positive relationships among members, Solve problems and make decisions on a timely basis, Successfully manage conflict, Facilitate productive meetings, Clarify roles for team members, Operate in a productive manner, Exhibit effective team leadershipand Provide development opportunities for team members. Our group work lacked the communication skills, hence working in a group proved difficult. Donovan (2005) states that good communication is overcritical to effective teamwork it is far more than talking and listening. It is sometimes a manifold and puzzling process. However, effective communication is possible with the right approach, techniques and some practice. Our group could have worked better as a team. The main flaw was our inability to meet up, discuss ideas and become all aware as to which stage of drafting we are. We at times thought different things were occurring and we didnt all pull in the same direction until towards the end when editing the slides.1 These are the sessions where we worked well as a group. When editing, we looked at the slides and any idea brought up by one of our group members were considered. This process happened several times and this ensured us that we were all happy with the nett copy of our presentation. some other disappointing thing about our group was the lack of met deadlines. However, this directly came as a consequence as a lack of deadlines set. Although the work was shared between the group, it was much disorganised as to when it should be done. It was very difficult for this reason to know whether we were ahead or behind schedule with the only dates determined was the final deadline for all work (15/04/2010).My experience in group work has showed that there are many problems that accompany group work that is people dont pull their freight and one person who dont turn up leaving other person to complete the task. There are problems with time management as some people might not attend time set because of other commitment and lack of commitment towards the task resulting in people not doing what was given to them, this is a big de-motivation factor in group as i t pulls the whole group down and effects work. The day we met for the first time to prepare our presentation, our strategy involved first gathering all information on Deming using research skills like using reputable sources from the Internet, newspaper and articles for the next meeting. On the first of trio meeting we covered what points were relevant and how would we structure the presentation and had an agreement on the type of care home we will use for our presentation.The following week we gathered our research together and highlighted the important and relevant information and set our specific points for each person to cover and what to research, we also began our PowerPoint presentation. My point was to design the slides and prepare a clear explanation of the theory of variation and the Deming cycle. On the final week we brought in our final version on what each of us would cover and finalised the presentation and practice our presentation and corrected each other if there w ere any faults and gave inputs to each other on how they improve it even further.What I learnt in group work with my colleagues while preparing for presentation that people who have good decision making skills will set a vision of what need to be set up and setting a structure of how should we aim to achieve it. This part involves being good at making decisions, as it is very crucial part in-group work and a good academic skill to have. This motivates other to decisions rather then leaving it to the end, as it helpss set a goal to aim for. There are also couple of skills that are crucial they include setting prioritise, communicating between colleague and inter personal skills. For example giving constructive review article like our group did when we were carrying out presentation to each other.2 (Rose et al,1989) It could have been wise to adopt Tuckmans literature on group development, based on a meta-analysis of the complex models which had previously been developed. It has the virtue of being memorable, but the limitation of being rather rigid.3(Tuckman, 1965)1 Davis,B.G.(2009)(2nd ed.) Tools for teaching. San Francisco Jossey-Bass2 Brower,A.M.,Rose,S.D.(1989) Advances in Group work research. London Eurospan/Haworth.3 Tuckman,B. (1965) Developmental Sequence in bittie Groups Psychological Bulletin 63 pp. 384-399

Developing The Anti Tobacco Smoking Campaigns English Language Essay

Developing The Anti Tobacco Smoking Campaigns English Language EssayIndian women ar among the worst in the world when it comes to green goddess. According to the invigorated-madest Tobacco Atlas, the country ranks third in the pinch 20 female smoking populations across the globe.Only the US with 2.3 crore female smokers and China with 1.3 crore women smokers are worse finish up than India.Tobacco usage in India shouts more than 800000 lives annually. Globally the number of smokers is expected to reverse to 1.7 billion by 2020. Ninety percent of the smokers in the country start smoking in front they are 24 years old. Half the male terbium shoe studyrs lasts in India are ca employ by smoking. If smoking is unchecked, by 2020, millions of the great unwashed in India will become regular smokers. Most of them experience their first puff before attaining the age 18. What is most disturbing is the steady rise in the numbers of teenagers, some of them as young as 14 or 15 years. turn out of the 1000 teenagers who smoke, at least 500 have been found to die of tobacco-related diseases.In USA, the drop in smoking has been attri stilled to a number of reasons a growing awareness about the health-damaging effects of smoking, rising stern prices, rising cigarette taxes, aggressive anti-smoking campaigns and a decline in the social acceptability of smoking.Disastrous set up of SmokingSmoking predisposes to oral, lung, and other cancers. Smokers are more exchangeablely to suffer from high blood pressure and to experience a heart-attack or stroke. Smokers are in worry manner at increased risk of disturbances ranging from dental caries to osteoporosis. Women smokers are more likely to have abortions. Their children are more likely to have behavioral disorders. Non-smokers, who regularly inhale cigarette smoke, also suffer higher medical risk. A study of half a million Americans who were followed-up for an average of nine years, showed that the risk of call inal was doubled in smokers. *As many as 2200 Indians stop smoking every day by dying. Tobacco is the second major ca single-valued function of death in the world.Forty percent of the cancer detected in India, is because of tobacco use. With every cigarette, you ingest a staggering 4700 chemicals, 42 carcinogens or cancer-causing substance. One cigarette and one beedi reduce seven minutes of your life. Approximately Rs.27000 crores in destinations of healthcare costs and lost productively. One packet of Pan Parrag or Hans reduces 4 minutes of your life. It causes sexual impotency in men, miscarriage and infertility in women, wrinkled skin, stained teeth, bad odour, mouth ulceration and difficulty in swallowing. all organ in the body is affected from head to toe, especially the brain, lungs and heart attacks, chronic cough and lung disease, worsened condition of diabetes, blood pressure and lower stamina. Babies innate(p) to mothers who smoke can be sicker, die suddenly, or have m ore infections of the middle ear, coughing and wheezing. Tobacco-related causes lead, every year in India, to 20000 amputations be brasss frightening diseases like lung/oral cancer, stroke and heart problems and over eight lakh deaths compared to 60000 from road accidents. Cause problems to family, friends and co- flowers from the smoke from the cigarette exposing them to the same dangers. This is called second hand smoking.Therefore, it is quite unvarnished that smoking is a serious problem India is facing today esp. the youth of India.Target SegmentAs mentioned earlier, females generally start smoking in their late teens. So, my campaign would be targeting the girls who are in the age group of 16-24 years.Attitude towards SmokingYoung women who smoke experience very few noticeable side effects (well nothing serious enough to motivate quitting en masse), not only do they lack the motivation to quit they are also extraordinarily adept at creating loopholes to escape antismoking m arrows directed at them.An analysis of divers(a) research showed that the three main loopholes wereSmoking is just one of the many risks in lifeYoung smokers make a distinction between immediate, personal reasons for freehanded up and more remote, official reasons such as long term health risks (e.g. lung cancer) which seem less germane(predicate).The risks of smoking are too far in the future to worry about flatYoung smokers have no meaningful sense of their own mortality and live very much in the here and now.Antismoking messages are redundant everybody knows smoking is bad for youTo be effective, the antismoking message must feel like new news.Planning the Anti-Smoking CampaignsThe planner had to infiltrate the world of the young female smoker to find a new angle, but how? We needed to work from the inside out, our starting point being our target, from its own point of view. We would find our targets weak spot and then find a arm to match a relevant short term negative effec t of smoking that would hit them where it would have the most effect.TeenwatchingFor several months, the planner would watch the targets programmes and movies, engage their magazines, frequented their hang out spots and shopped where they shopped. Part of this planners method research included teenwatching (i.e. observing and interacting with our target in its own environment, as one of them) in various McDonalds on Saturday afternoons.Interviews with editors of leading young womens magazinesAn important and intimate relationship exists between young womens magazines and their readers. These magazines act almost as crush friend and offer treatment and advice on everything from what to wear and how to pull to body flick and emotional problems. For the lowdown on how to get even closer to our target, the planner would grill the editors of magazines with large (female) youth profiles. scheme positioning researchWe need to find a credible, relevant and persuasive message that commun icated a short term negative effect of smoking.The key perceptiveness of our targets weak spotAs a result of the above, three key points became clearThere is no scope for even a hint of a prescriptive just say no antismoking message.This group, young women, will only respond to messages that offer (or seem to offer) them an informed choice. This is part of their assertion of independence and their rejection of anything that comes from people who patronise them and couldnt possibly understand what it means to be them.Appearance (and from this, absolute self-esteem, boys, sex and peer group acceptance) is the key preoccupationYoung women are extremely worryed about their appearance (real and perceived). When it comes to their appearance (skincare, make up, clothes, hair etc ) this group seem to be trains potters of the first order. They are information hungry and, when reading their magazines, they are willing to plough through acres of pictures, diagrams and juicy detail to discov er whats new and true in the world of skincare, hair care and overall image creation. Credible information learned here passes into the grapevine and can very quickly become received wisdom within the peer group.Young womens positive associations with smoking (aside from peer group acceptance) are mainly to do with appearanceWhen you smoke you look sophisticated, quietly confident, a bit sexy, alluring and more like an adultThe spectre of post quitting weight gain was, for many young women, seen as more relevant and immediate than cancer.Cancer may happen in the future, you cant see it but the weight you can see it now and you have to live with itWe would have to talk to these girls about something that was genuinely important to them now (not just what we think should be important to them)their looks.An approach that exploits our targets insecurities about their appearance, using the scientific language of cosmetics, could workYoung female smokers believe that the short term negati ve effects on appearance caused by smoking is just not credible because, unsurprisingly, they could not see any adverse effects taking place now.I propose a hypothesis that a credible but scary fact (smoking makes your skin thinner true but in all likelihood unusable because everyone in this rather small medical study was over 50 years old) would capture our targets imagination and create a cause for concern where there previously was none (cf. messages from cosmetics manufacturers re large pores, toxins in the skin, blackheads and sun cream).Sure enough, many of the girls would take the skin thinness story. I believe girls would interiorise the story and gave it their own meanings that were relevant to them now and that tapped into their own individual anxieties about the appearance of their skin.There was a great deal of familiarity with a wide rake of scientific skincare terms (e.g. antioxidants, aminoacids, toxins etc) which was not particularly surprising given this groups obsession and information hunger with regards to appearance, in general, and skincare specifically. This is the language of cosmetics that cosmetics manufacturers use to make do these girls more and more skin, hair and body products. Each new product requires its own story filled with scientific language to lend it credibility.The Story every(prenominal) cigarette contains 4000 toxins, many of which the blood stream carries straight into the structure of the skin.The toxins in cigarette smoke cause the blood vessels in the top layers of the skin to weigh thus reducing the blood supply there.It is the reduced blood supply which causes a reduction in the availability of oxygen (which is necessary for all living cells) and the removal of waste products, dead skin fragments, etc which provides the necessary environment for skin regeneration.This would be scary stuff to the average young woman who spends much of her cartridge holder and money on a skincare regime worthy of Cleopatra herself (face packs, cleansing, exfoliating, toning and moisturising).The creative briefMy proposition for the campaign isEvery cigarette you smoke is having a injurious effect on your looks now.Smoking makes younger you look olderThe picture above clearly captures the side effects of smoking on the beauty of a girl.Creative Development researchThree key points relevant to the campaign areIn order to attract the attention of our rather discriminating target, the visuals used had to be of intrinsic interest to them.It is not enough to use long scientific copy to imitate the language of cosmetics. In order to be relevant the copy should be succinct and, to create the same excitement that good cosmetics ads do, it must adopt the aspirational Clinique approach of top skincare scientists at the cutting process rather than that of an ordinary G.P., a grey, health expert.A tone that is too jokey, cleverclever, discursive or ironic would undermine the credibility of the message.Refining t he creative workWe stuck with the idea and the creative team used the learnings from research to present our story in a way that was a shorthand, communicating effectively in a language (the language of cosmetics) that our target understood immediately and was already highly responsive toFour single page print ads in the style of a high quality cosmetics ad campaign but with cigarettes and cigarette ash sullying typical skincare / cosmetic products (facepack, skin cream, translucent powder and a make up brush).1The final media strategyWe worked extremely closely with our media team and when we saw the finished ads glossy, beautiful, instant fix we decided that not only were we going to use magazines, for the reasons outlined above, but we were also going to use posters in the London Underground becauseAlthough the Underground is not a beauty environment per se, many cosmetics brands crowd there and so there was a natural fit with our faux cosmetics campaign.You cant smoke on the tu be and so cigarettes are often top of mind for many smokers when they travel on the Underground.A grim reality strategy of getting to our target when they are feeling lousy e.g. early in the morning.Have we hit the mark?Qualitative research commissioned by the HEA showed that by using the language of cosmetics, and also the glamour and simple gloss of the best cosmetics advertisements, the message was found to be believable and extremely relevant. These ads were found to be an appropriate counter to the sophisticated image the tobacco industry and the movie / panache world currently give cigarettes.Quantitative ad tracking showed a 20% increase in the number of 16 24 year olds who claim to have seen advertising with an antismoking message (excluding nicotine replacement treatments). 84% of the smokers that had seen the ads felt that they were aimed specifically at them and almost two thirds said that the ads had encouraged them to think about giving up. With these ads, we have achi eved our goal of inspiring, in our target, the beginnings of meaningful motivation to quit through engendering a sense of identification, instilling a sense of urgency and blocking off escape routes.Journalists too have followed our lead and magazines and newspapers now run stories about smoking affecting young girls looks (4000 toxins etc) as if it were received wisdom.2The planner used her marbles (and a bit of method in her madness) to find a way (literally) under the otherwise impenetrable skins of young women who smoke.ConclusionPlanning contributed to highly favored creative work byRedefining the role for advertisingUsing method planning, as a complement to conventional research, to find a critical new consumer insight which changed the way we positioned our antismoking messageProviding crucial ammunition for creatives by discovering certain key facts to create a new, relevant story about the effects of smokingUsing research to refine the creative work and to encourage intel ligent media implementation

Swot Analysis In Terms Of Strength Marketing Essay

Swot Analysis In Terms Of Strength Marketing EssayPapaRich is a moderm kopitiam that serves quality coffee tree and asian delicacies at low-cost Malaysian prices. PappaRich kopitiam has multiplied from star kopitiam to 41 shops around Malaysia, hotshot in Hong Kong and one in Singapore. Thailand would be a good market place for PappaRich to enter because Thailands GDP by sectors show as high as 45% for service industry. This clearly shows us that PappaRich preserve endow in Thailand to serve the community with Malaysian authentic, classic, and condemnationless kopitiam meals.Using the SWOT analysis, in legal injury of strength, the PappaRich serves the community with Malaysians kopitiam meals with affordable prices with a classic coffee shop ambience. In terms of opportunities, economically the GDP and inflation rate has been steadily increasing in recent years. Interest rate fell shrewdly due to the US financial crisis. The Thai Baht appreciated against MYR and a result of that, the revenue generated in Thailand comparatively to the Malaysian Ringgit would be higher. The weakness for PappaRich to go into Thailand which is the food that PappaRich is serving might not be accepted by the locals. besides that, the threats to the company be the political instability due to thoroughfargon protests.PappaRichs winner as of today is due to its achievementful differentiation stock level strategy to set them apart(predicate) from other companies from the same FB industry. PappaRich focuses on the quality of their proceeds and tutelage it consistent throughout all their outlets. Further more(prenominal), the ambience is what captivated the consumers and made them regular customers in PappaRich.The best way for PappaRich to enter the Thailand market is the franchising market accession strategy. To become a successful FB franchisors that good deal go nation, PappaRich (the franchisee) can sell the franchisors trade mark, product or services, or trade name and benefits from the franchisors help and frequent in Thailand market. In return, the franchisee from Thailand need to pays an initial fee to PappaRich and then a percentage of the sales revenue.In cultural analysis, there are cardinal areas to be concerned, the cultural analysis of Thailand and Malaysia is shown respectively PDI 64104, IDV 2026. MAS 3450, UAI 6436, LTO 56. This is further elaborated in the pages to come.2.0 IntroductionMany years ago, to enjoy a classic kopitiam meal in Malaysia, such as half-boiled eggs, toasted bread with kaya and butter, and a cup of coffee, one exit adjudge to travel umpteen miles guts to their hometown. Kopitiam is a traditional breakfast and coffee shop found in South East Asia. Since the establishment of PappaRich in 2006, one need not go the distance. PappaRich is a modern kopitiam that serves quality coffee and asian delicacies at affordable Malaysian prices. In quad years, the string of PappaRich kopitiams rush multiplied from one kopitiam in Selayang Mall to 41 shops around Malaysia, one in Hong Kong and one in Singapore. It has emerged as a formidable player in the local and food drinking chain. PappaRichs doctrine is to serve authentic, classic and timeless kopitiam meals, the traditional Malaysian style where the locals can mix and mingle in the ambience of a restful ambience with a sense of belonging.In Thailand, PappaRich intends to serve the Thai community the same philosophy it currently serves the Malaysian community. As there are not many kopitiams in Thailand that serves authentic Malaysian coffeeshop-styled cuisine, PappaRich intends to meditation into Thailand by becoming one of the pioneers in serving the authentic Malaysian coffeeshop-styled cuisine.As seen in the diagram on the left, the services industry holds a 45% stake of the wide market share for GDP objet dart in Thailand. Examples of the services industry include the tourism sector and the FB sector. Due to the high stake of the services industry in Thailands GDP percentage, investing in PappaRich in Thailand may be a judicious enthronization choice. Furthermore, potential customers from the tourism sector would be an added advantage to the company into raking in more potential revenue.3.0 Situation Analysis3.1 SWOT Analysis3.2 StrengthsAs mentioned in the introduction, PappaRichs philosophy is to to serve authentic, classic and timeless kopitiam meals, the traditional Malaysian style where the locals can mix and mingle in the ambience of a relaxing atmosphere with a sense of belonging. This concept is a major strength in branding the kopitiam brand in Thailand as there arent many affordable restaurants in Thailand that serve traditional kopitiam meals. This places PappaRich as one of the pioneers into introducing the cuisine to the Thai locals. Furthermore, it will further strengthen its reputation as being one of the nearly original and authentic kopitiam in Thailand. Another major strength of the com pany is its emphasis on clientele service. In the FB industry, it is important to note that service is one of the main priorities in differentiating a good restaurant and a bad one. Thus, PappaRich places much emphasis on its clientele service to not only allure first-time or one-time customers but reoccurring customers, over and over again.3.3 WeaknessesA major setback that hinders the kopitiam argument into the Thai market is the different taste buds between the Thai and Malaysians. besides the adventurous ones may venture out of their comfort zone into eating Malaysian kopitiam cuisine. Furthermore, street food is popular and cheap in Thailand, so the locals may not be very willing to pay extra for Malaysian food. Besides that, PappaRich and the kopitiam concept is a rather radical brand in the region, and thus may acquire more time to be familiarised by the locals. Also, the management style used in Malaysia may not be applicable to the enculturation of the locals and thu s, brand-new management style may have to be devised to suit the employees in Thailand.3.4 Opportunities and ThreatsIn recent years, Thailand has been politically unstable due to street protests and riots. It is important to note that such political instability is a major disadvantage to the business. This is because, the employees of the company may engage themselves into the protests that halts payoff and services of the restaurant. Furthermore, a presentment will hinder potential customers from leaving their homes to eat out as they may fear for their safety.An improvement of technology has both pros and cons to the setting up of the new company. It can improve the cooking standards of the restaurant as better kitchen equipments are purchased to monitor the quality of the food. Furthermore, improvement of the equipments may avoid cooking time that increases readiness. In time, more customers can be served and get can be increased. However so, an improvement in technology can bring about an increase in capital cost due to expensive kitchen equipments.As seen in the graph above, the GDP rate of Thailand has been steadily increasing in the last bring together of years. However, during the US financial crisis in 2009, there has been a slight fall in GDP. It may be wise to hold back the venturing of the business into Thailand for a couple of months to ensure the stability of the market.During the 2009 US financial crisis, the inflation rate went negative, to as low as -4 showing a shrink of the economy. However so, in 2010, Thailand has begun to clean up the pace and shows that there has been a boost in the economy. As the consumers expectation and confidence is strengthened, Papparich can generate investing into Thailand.Unemployment rate has been steadily diminish over the years. As unemployment falls, more populate in the community will have income to spend on goods. As such, it is a good idea to invest into Thailand. Hopefully, when the company dec ides to invest in the country, there will be people to be employed as staffs.A fall in interest evaluate in recent years is an advantage as we can apply for loans at low interest rates to set up restaurants in the country. This will encourage more franchising options.Comparitively, the Baht rose 0.115% against the MYR. There are both pros and cons to this situation. Pro, the revenue generated in Thailand comparitively to the MYR would be higher and the con, more money will have to be pumped into Thailand to set up the restaurant, comparitively to the MYR4.0 Business Level StrategyIn smart set to measure the feasibility of Thailand as a strategic berth for expansion, we have to look into the business level strategy of PappaRich.Every organization has a competitive strategy to plan how it will compete in its business and this applies to PappaRich as well. PappaRich is a food beverages (FB) industry that focuses on serving quality authentic traditional Malaysian delicacies at affor dable prices and that is their competitive advantage and what sets them apart other regular kopitiam. Aside from that, the ambience of PappaRich has likewise been one of their greatest assets as the decorated surroundings are chilling and hence many people would choose to go to PappaRich to enjoy one of their specialty coffee made from locally roasted coffee bean while catching up with friends and family. Theyre also located everywhere as they have over 41 outlets in Malaysia as of today and this brings great convenience to their customers as the nearest outlet is however around the neighbourhood. This is PappaRichs aim in their investment into the Thai market as well that people would have a pleasant experience every time they set foot in PappaRich.With Michael Porters five forces model, managers can determine and control the rules of completion and create a sustainable competitive advantage. Firstly, PappaRich is an FB industry with barrier to doorway PappaRich must comply with the standard set by the Thai government in its policy, the high level of capital needed for investment may be hard to acquire as the result of the recent US financial crisis and also the brand identity may be unknown to most consumers as it is new in the market. Furthermore, economies of scale may also be another barrier to accounting entry for PappaRich as existing companies in Thailand enjoys low cost of production due to this factor and there is no way PappaRich could compete with them in short term period. If PappaRich were to venture into the Thai market, it might face supplant companies such Hailam Kopitiam, Station 1 caf and Old Town Kopitiam and Madam Kwan which are also strong growing FB companies with similar business concept that may also be trying to expand internationally to Thailand as well. Not to mention, the substitute companies that are already in Thailand such as Coffee Bean and Starbucks. However, in terms of bargaining power, many consumers would choose Pappa Rich over Starbucks for coffee as the price is more affordable in PappaRich. The supplier also plays an important role in determining the feasibility of PappaRich as a good investment opportunity in Thailand as supplier determines the cost of operating and this will affect the total profit of the business. PappaRich can get their supply of raw material from suppliers such as President Rice Products Public Co. Ltd, Siam Future Farm and Exotic solid food Co. Ltd. Lastly, the current rivalries that are already in Thailand would also affect the profitability of PappaRich if it were to venture into Thailand as it is a very competitive industry and the competitions are intense.In terms of the nates market of PappaRich, it would target the middle income group of consumers as the prices are moderate. It would not fully use the cost leadership strategy which refers to the stem of having the lowest cost in the industry as there are many other companies that have comparable price ranges with PappaRich. Also, PappaRich is a contemporary stylish type of coffee shop with required standard of decoration which further increase their cost and this doesnt comply with the low cost leader strategy. In fact, PappaRichs success as of today is due of its successful differentiation strategy to set them apart from other companies from the same FB industry. PappaRich focus on the quality of their product and care it consistent throughout all their outlets. Furthermore, the ambience is what captivated the consumers and made them regular customers in PappaRich.5.0 Market Entry StrategyExpanding a company to new market can increase the sale, brand awareness and achieve business stability. To entering new market, we need to study the size of the country, number of opportunities and sheer geographical size. Besides that a proper market entry strategy requires market research so to give us a vision about the existence opportunity, apprehend the competitive landscape and see who are our potential customers. Foreign market entry can be done via four mechanisms which are exporting, licensing, joint venture, and franchising. export is the most traditional way to go into foreign market by direct sale of the domestic-products to the country. This can be done through an export go-between such as commissioned agents and trading companies. Exporting do not require the goods or product must be produce in the target country therefore there is no necessary to invest in foreign facilities. PappaRich is a FB business through serving Malaysian Traditional ravish at their outlets cafe. This mechanism is not suitable for PappaRich extend to Thailand because they are providing service but not produce goods.Licensing is an essential permit to enter a new market. A license is a legal contract to run a business. The licensee is about to pay a fee of exchange for the right to use the position of licensor such as trademarks , patents , and production techniques . For PappaRich, the li censing support comes in the form of outlet setup, outlets designs, menu and recipe of PappaRich, chef and waiters training by experienced Pappa licensing trainers.Joint venture is a legal entity formed when two parties equally invest in terms of money,time and effort on the same project. Basically joint venture elapse when one individual want to extend his business to nation while he has no enough of capital to do so and need to induce a partner from the target country to run the project together. The joint venture may be an easier first-step for PappaRich to extend to Thailand before go to franchising. PappaRich can reduce the entry risk by using Thailand partners assets through joint venture. Besides, the inadequate knowledge of legal environment can be solve. Through joint venture, PappaRich can start the business at little or no costs.Franchising is another form of licensing. Franchise occurs when the franchisor grants a licence to the franchisee to use their business idea. T o become a successful FB franchisors that can go nation, Papparich (the franchisee) can sell the franchisors trade mark, product or services, or trade name and benefits from the franchisors help and support in Thailand market. In return, the franchisee from Thailand need to pays an initial fee to PappaRich and then a percentage of the sales revenue.In a conclusion, we found that franchising is the best way for PappaRich to go into Thailand market as Papparich is FB industry which gives servicing to community.6.0 Cultural analysisDiagram 1Country PDI IDV MAS UAI LTOMalaysia 104 26 50 36 Thailand 64 20 34 64 56Table 16.1 Power Distance Index (PDI)Hofstedes PDI measures the limit to which the less powerful members of organizations accept and expect that power is distributed unequally (Geert HofstedeCultural dimensions).On the scale, Malaysia has a nominate of 104 and Thailand 64. Thailand does not have a large gap between the wealthy and the poor, but have a strong belief in equality for each(prenominal) citizen. Thailand has the opportunity to rise in society compared to Malaysia. Malaysian employees see their managers as being far more superior to them and perceive them as unapproachable. This attitude gives the managers a sense of superiority and empowerment. In Thailand however, people view themselves more as equals hence there is a lot more communication between the employees and managers.6.2 individualismIndividualism is the one side versus its opposite, collectivism, that is the degree to which individuals are integrated into groups (Geert HofstedeCultural dimensions).Thailands and Malaysias IDV is at 20 and 26 respectively. A low score, as Thailand and Malaysia has, indicates the society is more of a collectivist than an individualist. This manifest in a close long-term commitment to the member group, is that a family, extended family, or extended affinitys. Loyalty in a collectivist culture is paramount, and over-rides most other societal rules and regulations. The society fosters strong relationships where everyone takes responsibility for fellow members of their group. Therefore in Individualism, it can be said that Thailand and Malaysia stands nigh the same. Employees in both countries are very team orientated therefore the managers do not need to make any changes.6.3 MasculinityMasculinity versus its opposite, womanhood refers to the distribution of roles between the genders which is another fundamental issue for any society to which a range of solutions are found.Thailand has the lowest masculinity rank among the Asian countries listed at 34, while Malaysia is listed at 50, compared to the Asian average of 53 and the World average of 50. This lower level is indicative of a society with less assertiveness and competitiveness, as compared to one where these values are considered more important and significant. This situation also reinforces more traditional male and female roles within the population. Therefore it can be s aid that Malaysia is doing better than Thailand in terms of assertiveness and competitiveness. Thailand should improve in this area in order to continue to compete. Malaysians tend to be a cow dung more to being assertive and aggressive while Thai employees are more laid back and more accepting of feminine traits. Therefore managers from Thailand have to be stricter in order for their employees to be more efficient.6.4 Uncertainty evasion indexUAI deals with a societys tolerance for uncertainty and ambiguity it ultimately refers to mans search for truth. It indicates to what extent a culture programs its members to feel either uncomfortable or comfortable in unstructured situations (Peruvian Attitude On UAI)The UAI indicates the societys low level of tolerance for uncertainty. In an effort to minimize or reduce this level of uncertainty, regulations are adopted and implemented. The ultimate goal of this population is to control everything in order to eliminate or avoid the unexpec ted. As a result of this high UAI characteristic, the society does not readily accept change and is very risk adverse. The Thailand rank of 64 is some higher than the Asian average of 58 while Malaysia is slightly below average of 36. It can be said that Malaysia is doing quite well while Thailand should start to accept change and implement policies to control everything. The Malaysian managers in Thailand will have to change the way they manage their employees and actually put into place more guidelines and rules to get the best out of their Thai employees.6.5 Long-Term OrientationLong-Term Orientation is the fifth dimension of Hofstede which was added after the original four to try to key the difference in thinking between the East and West, defined as the degree to which one plans for and considers the future, as well as values traditions of the past.( Making thought of Cross Cultural Communication) Below are some characteristics of the two opposing sides of this dimensionLong term orientation-persistence-ordering relationships by status and observing this order-thrift-having a sense of shameShort term orientation-personal steadiness and stability-protecting your face-respect or tradition-reciprocation of greetings, favors, and giftsThailand measure a middle ranking being listed at 56 while Malaysia has no measures of LTO therefore no comparison can be made between both countries.7.0 Recommendation base on both SWOT analysis and Porters competitive force framework, it is the right decision to further the investment of PappaRich Group Sdn. Bhd to Thailand as it has the qualities and potential to penetrate into Thailands market. PappaRich is a modern kopitiam that serves quality coffee and asian delicacies that is currently doing very well in Malaysia. However in Thailand, PappaRich intends to serve the Thai community the same philosophy it currently serves the Malaysian community. As there are not many kopitiams in Thailand that serves authentic Malaysian coffeeshop-styled cuisine, PappaRich intends to venture into Thailand by becoming one of the pioneers in serving the authentic Malaysian coffeeshop-styled cuisine as well as Thailands own authentic delicacies.Setting up a food industry in Thailand is certainly a wise investment as services industry holds a 45% stake of the total market share for GDP composition in Thailand. Besides that Thailand has a lot advance in the improvement of technology, this can improve the cooking standards of the restaurant, and better equipment in the kitchen which will enhance efficiency and improve in the quality of the food and drinks.In addition, after the 2009 US financial crisis, Thailand has begun to pick up the pace and shows that there has been a boost in the economy. As the consumers expectation and confidence is strengthened, Papparich can start investing into Thailand. Based on the cultural analysis by Hofstedes framework, by comparing PDI, IDV, MAS, UAI, and LTO, the employees and managers in Thailand are more team orientated, more laid back and more accepting of feminine traits, and dominant. The type of managers in Thailand will be suitable to handle PappaRich, although they are not perfect, they are trainings available to improve their standards to achieve better efficiency and to increase productivity.PappaRich is slowly being recognised globally as it has build up a good reputation internationally in countries like Singapore and Hong Kong. Referring to the market entry strategy, requires market research so to give us a vision about the existence opportunity, understand the competitive landscape and see who our potential customers are. Foreign market entry can be done via four mechanisms which are exporting, licensing, joint venture, and franchising. The strategies of exporting, licensing, joint venture, and franchising have to be done efficiently in order to enter a new market.Lastly, based on Michael Porters five forces model in the business level strategy, mana gers can determine and control the rules of completion and create a sustainable competitive advantage. PappaRich is an FB industry with barrier to entry and it requires high level of capital to start up the business. Besides that the brand identity of PappaRich might not be well known in Thailand, it faces substitute companies that are already in Thailand such as Coffee Bean and Starbucks. However, in terms of bargaining power, many consumers would choose PappaRich over Starbucks for coffee as the price is more affordable in PappaRich. The supplier also plays an important role in determining the feasibility of PappaRich as a good investment opportunity in Thailand as supplier determines the cost of operating and this will affect the total profit of the business so maintaining a good relationship with the supplier will definitely give and advantage to the company. The investment to Thailand is a good choice as PappaRich focus on the quality of their product and keeping it consistent throughout all their outlets. Furthermore, the ambience has also captivated the consumers and made them regular customers in PappaRich.8.0 ConclusionAfter much evaluation from the swot analysis, business level, market entry strategy and the cultural analysis, it is concluded that Thailand is a good choice of investment location for PappaRich to venture into internationally. It can also be one of the pioneers of Malaysian food cuisine in Thailand as there are very few coffee shops that serve authentic Malaysian delights in Thailand as of today. Thailands increasing GDP is also another attraction to investment in Thailand as it shows the stability of the economy and the higher expected return on profit because of the appreciation in Thai Baht against Malaysian Ringgit if PappaRich were to venture into Thailand. Other advantages in investing into Thailand include attracting the locals in Thailand to experience new and different culture and delicacies. Furthermore, this provides Malaysi an in Thailand a taste of their hometown within reach.Although there are many advantages in investing in Thailand, there ought to be some setback on the investment too and they are such as the political instability of the country which may hinder the operation of the business if the employees were to go on riot. Moreover, the political situation in Thailand may also cause the consumers to be fearful of leaving the house to dine out as it is unsafe. Lastly, from the uncertainty avoidance index, it has shown that Thailand is rank 64 while average in all other countries are at 58, this means that Thailand is very risk adverse and do not like any changes in their countries so they would have very strict policies and laws regarding foreign investment being parked in their country.

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Alexander Graham buzzer was born on March 3,1847 and died on April 2,1922. He is the guy who we all have to thank for inventing the telephone, with emerge him how could we give out? In 1866 doorbell experimented on the thought of how to produce vowel sounds. He came up with the thought of combing the note of electrically driven forks, which gave him the idea of telegraphing speech. Bell with the lack of electric knowledge, ask for help from a local electrical shop owner named Thomas A. Watson. After many months of working together the deuce finally accomplished something. On June 2,1875 Watson heard a sound coming from over Bells end of the wire, with some tinkering the device transmitted Bells voice to Watson. Bell soon begins to write a patent for his first telephone. Besides trying to complete the telephone, Bell was trying to help out the deaf children. He opened a school in Boston to train teachers to teach and tutor the deaf. He was also the professor of vocal physiology at Boston University. Alexander did many lectures and tutoring at this time, helping many deaf students. Bells health was not doing so well in 1875 because of the long nights, this led him to issuance to his parents house in Canada to recuperate. In 1875 after many years of working endless nights and with the financial help of George Sander and Mabel Hubbard, the two sex the telephone and Bell soon got a patent for the telephone in 1876. Sigmund Freud was born on May 6,1856. He was the child of Jakob and Amaline Freud who also had 7 some other children, but Sigmund was his mothers favorite. He was the only one to have his own room and he could do whatever he wanted to. At the age of 17 he enter the University of Vienna to become a doctor. Freud studies the meaning of personality and characteristic. Freud came up with one of the first personality theory in 1901, known as the Theory of Psychoanalysis. The word psychoanalysis to us, means a doctor treating a nutty/troubled patient on a couch, fashioning a lot of money. The theory is broken down into three section, the first being the central role of sexual instinct, the second the concept of infantile grammatical gender and the third is the dominate part played by the unconscious in shaping human thought and behavior.