Analysis of Mountain Sound in the Context of Journeys Essay Example for Free

Analysis of Mountain Sound in the Context of Journeys Essay â€Å"Mountain Sound† is a song performed by Icelandic indie pop band Of Monsters and Men which was released as a second single from their debut studio album â€Å"My Head is An Animal.† Written by Arnar Rà ³senkranz, Nanna Bryndà ­s Hilmarsdà ³ttir and Ragnar Þà ³rhallsson, it tells the story of a character who commits a crime or action that opposes the values and cultural norm of his society. He then flees from the area to escape capture by the authorities and take refuge in the forest and mountain sound. Along the way, the character also runs into creatures that threaten his existence and therefore is forced to travel only at night to avoid visibility from any external forces. In the first stanza, it proves the statement that â€Å"journeys are commonly instigated by escape from a previous circumstance that doesn’t appeal to the individual.† In accordance to the song, the character had to escape as quickly as possible â€Å"from all the trouble [he] he had caused with [his two hands.† Apart from that, the use of the metaphor â€Å"travelling on with nothing but a shadow† where the shadow refers to the character’s guilt that he carries along as he escapes, shows one of the emotional obstacle that the character encounters throughout his journey. The second stanza demonstrates the understanding that journeys are always speckled with obstacles which we have learn from and at the same time accounts for the importance of the journey itself rather than the final destination. In â€Å"Mountain Sound,† the traveller encounters are beings that had scars and scratches too unnatural to be of natural causes thus sparking his curiosity about their past. Upon further observation however, the traveller suddenly realises that these strangers were probably creatures that were not human based on the reference to â€Å"we were nothing like the rest.† The use of the phrase â€Å"as I looked around† hints that the traveller was surrounded by the creatures and is therefore in a threatening situation. The chorus revolves around the description of the traveller’s journey, where he can only travel at night to avoid capture. This description is enforced in the form of an advice from a more superior being which in this case appears to an angel or deity, hinted by the changeover to a woman’s voice, which is stereotypically accepted as compassionate as well as the use of language which is phrased in the form of an admonishment: â€Å"hold your horses now, sleep until the sun goes down.† This chorus supports the statement that â€Å"in a bid to escape, one journeys to a refuge that provides security and peace of mind.† In general, the essence of the song is further amplified with specific musical techniques, first of which is the echo effect created by the digital delays in the electric guitars. This effect creates a suspenseful and dramatic scene about to unfold, in reference to the second stanza where the traveller suddenly realises his vulnerability to the strangers as they surround him. Besides that, the choral section that sings the lines â€Å"sleep until the sun goes down† and â€Å"deep into the mountain sound† adds spirit and energy to the song which relates to how physical journeys are always affiliated with movement and energy. It also appears as cheer of encouragement to motivate the traveller to continue his strive for his goal. Furthermore, the incorporation of a duple simple time signature and a drum routine of a â€Å"snare, bass, snare, bass,† shows the prolonging of physical journeys and the fast pace that the traveller is forced to carry out. In relation to the movie Rabbit Proof Fence (2002), both works share the same motivation that instigates a physical journey, which is to escape from a previous affair and retreat into the security of a refuge, which in Rabbit Proof Fence is the girls’ home in Jigalong while in Mountain Sound, refers to the deep forest. Apart from that, the travellers have to face obstacles along their journey; both having to travel through vast distances which itself is laden with other adversities that extend its difficulty. In Rabbit Proof Fence, the girls are forced to journey through harsh terrains with insufficient supplies and a professional tracker hot on their heels. Likewise, Mountain Sound features a long distance to the desired refuge further laden with the sense of guilt from the traveller’s previous actions. Just as Rabbit Proof Fence features a narration in the Aboriginal language that projects a sense of belonging and extracting the prejudice of the audience to the Aboriginal point of view, Mountain Sound uses first person language to connect with the listeners as it appears to be accounted from personal experience rather than sophisticated words phrased beautifully into neat packages of rhymes and rhythms. Last but not least, the paradoxical statement in Mountain Sound â€Å"sleep until the sun goes down† actually explains how in order to remain unseen, it is essential to travel only during the night, therefore creating a brief pause in a listener’s interpretation of its meaning. Similarly in Rabbit Proof Fence, the girls had to constantly mask their tracks and remain hidden in bushes to avoid capture from the tracker. On a personal note, â€Å"Mountain Sound† connects with my inner feelings and soothes my heart to the core. At the same time, it teaches me that we should never run away from our problems but use wisdom that we have acquired or from the guidance of a wise individual to resolve them. This can be related to the simile of our negative personalities as trees and in order to entirely uproot these established traits, we have to strike at its roots and not just the branches. As a whole, our problems should not ignored or ran away from but to be confronted and subdued in order to spur integral human development and an individual transformation.

Youth Workers Essay -- Article Analysis, Rachel Brooks

Introduction This essay will focus on the main points of an article written by Rachel Brooks. The article centers on a wide description of young people and their political participation. More specifically, it involves around the fact that young people tend to show interest and to participate less in the political action than other age groups. Moreover, it focuses on young women’s willingness to express their selves politically, and the extent of their political engagement. It also emphasizes to the absence of gender, when it comes to political participation amongst the young age groups Most of the survey results concerning young members of the European Union show that both young men and women tend to be politically apathetic. However, it is argued that the lack of social activities and voluntary work is two of the main reasons of young people’s inactive social cohesion and citizenship. Young people and political engagement Political engagement, as it is illustrated by the contemporary media, concerns the qualification of a moral label of a ‘good citizen’, the domain of voluntary work, watching the everyday news, taking part in activism, and voting. Nowadays, most of the books, articles, and press documents, present young people as political apathetic. This particular age group is failing in terms of civic and political participation e.g. voting in the elections, and it is considered as passive and disengaged. (Banaji, 2008, p.1) According to Banaji (2008), nowadays political engagement and civic participation don’t appeal to young’s peoples general beliefs and activities, as they are viewed more as mandatory and less as maturity, citizen’s political agency, or sense of power and responsibility . However, t... ...no action and that ‘civic’ engagement is better than no engagement.’ This means that nowadays political participation could be expressed with the use of different forms and sources and if using an alternative way to express it, it doesn’t mean that it still it no longer exists. There is no formal evidence which proves that the younger age groups are less engaged to politics than the older ones. Nevertheless, there are lots of different methods that youth workers can use in order to actuate young people to political action, social cohesion and engagement through informal education. These methods contain voluntary work, group discussions and peer education. Finally, the notable absence of gender in terms of youth participation in politics constitutes another very important consideration that has to be highlighted in the future researches and surveys. Youth Workers Essay -- Article Analysis, Rachel Brooks Introduction This essay will focus on the main points of an article written by Rachel Brooks. The article centers on a wide description of young people and their political participation. More specifically, it involves around the fact that young people tend to show interest and to participate less in the political action than other age groups. Moreover, it focuses on young women’s willingness to express their selves politically, and the extent of their political engagement. It also emphasizes to the absence of gender, when it comes to political participation amongst the young age groups Most of the survey results concerning young members of the European Union show that both young men and women tend to be politically apathetic. However, it is argued that the lack of social activities and voluntary work is two of the main reasons of young people’s inactive social cohesion and citizenship. Young people and political engagement Political engagement, as it is illustrated by the contemporary media, concerns the qualification of a moral label of a ‘good citizen’, the domain of voluntary work, watching the everyday news, taking part in activism, and voting. Nowadays, most of the books, articles, and press documents, present young people as political apathetic. This particular age group is failing in terms of civic and political participation e.g. voting in the elections, and it is considered as passive and disengaged. (Banaji, 2008, p.1) According to Banaji (2008), nowadays political engagement and civic participation don’t appeal to young’s peoples general beliefs and activities, as they are viewed more as mandatory and less as maturity, citizen’s political agency, or sense of power and responsibility . However, t... ...no action and that ‘civic’ engagement is better than no engagement.’ This means that nowadays political participation could be expressed with the use of different forms and sources and if using an alternative way to express it, it doesn’t mean that it still it no longer exists. There is no formal evidence which proves that the younger age groups are less engaged to politics than the older ones. Nevertheless, there are lots of different methods that youth workers can use in order to actuate young people to political action, social cohesion and engagement through informal education. These methods contain voluntary work, group discussions and peer education. Finally, the notable absence of gender in terms of youth participation in politics constitutes another very important consideration that has to be highlighted in the future researches and surveys.

Report for the Promotional Plan of Hot and Chocolate Tea/Coffee

REPORT FOR THE PROMOTIONAL PLAN OF HOT AND CHOCOLATE TEA/COFFEE OF COSTA COFFEE MODULE NAME : MANAGING FINANCE AND MARKETING IN BUSINESS MODULE CODE : TH600B1E SUBMITTED TO : O’HALLERAN ERIC, LONGART PEDRO SUBMITTED BY : RATHEESH VISWANATHAN – 21208850 RESHMI PRABHAKARAN USHA DEVI – 21205617 SUKHWANT KAUR MANN – 21207381 INDEX 1. INTRODUCTION 3 2 BUSINESS PORTFOLIO 3 3. SMART OBJECTIVE 3 4. PROMOTION TITLE 7 5. WHAT WE NEED TO BE DONE? 7 6. BUDJET CONSIDERATION 7 7. WORKING OF SEVEN P’S 8 8. CLOSE SCRUTINY AND COST 8 . RETURN OF INVESTMENT 9 10. CONCLUSION 9 11. BIBLIOGRAPHY 10 1. INTRODUCTION This report is submitted on behalf of the marketing plan for a franchise branch of Costa Coffee located Ealing Broadway in West London of United Kingdom Costa coffee has a fabulous history to be poured in each cup of tea which is served to the customers. HISTORY Costa coffee was founded and established by Sergio and Bruno in the year 1971. The first cup of cof fee was served in Newport Street, London. Gradually Costa gained its reputation by providing coffee to local caterers and delicatessens.After seven years, Costa brothers opened their first shop and by the end of 1995, Costa coffee was spread into 41 Costa stores. It was in 1995 Costa Coffee was purchased by Whitbread PLC and from there it has grown into more and more locations to over 2000 stores world – wide. Over the last 40 years a lot of things had changed but the endless passion for creating great tasting of coffee still lies in the heart of Costa. VISION Costa Coffee is committed to provide the best hospitality experience to its customers with a range of hospitality products which includes hotels, restaurants and leisure clubs.MISSION â€Å" To serve the best coffee in the true Italian style. † 2 BUSINESS PORTFOLIO Over 40 years of excellence Costa had builded up and inevitable reputation of coffee excellence. This goodwill is created by a whole control of the en tire processes that is from harvesting and selection of coffee beans, the roasting of Italian masteries, the choice of machines and compliance for the various procedures of manufacturing beverages and overall ensuring that the same quality of excellent coffee is served to the customers of Costa coffee all around the world.Three different sizes are there for Costa which will serve the customer in 3 different sizes, Primo, Medio and Massimo and the customer can choose from any of Unique blend of Mocha Italia, or decaf, whole or skim milk and add an extra dose of espresso, flavored syrup, cream, candy or chocolate. 15 factors are combined and help to form the perfect Costa Coffee. On over all of these, in each store all over the world regular controls are imposed to ensure consistent and qualitated Costa products and a Barista Mastero (coffee expert) is there in each Costa Coffee to ensure the excellence of drinks served. MARKET IN UKThe deep rooted heritage and unique quality of coffe e had made Costa the market leader here in UK. Over 1,300 stores are operated by Costa or via its individual and corporate franchises. Costa coffee can be found everywhere the customers need for a great coffee. Such as high streets, airport & rail stations, shopping centers & retail parks, motorway & forecourts, hotels, cinemas, hospitals & universities, visitor attractions and leisure venues. In addition to the Costa stores, Costa coffee is also available at over 4,000 premium locations; travel, contract catering, pubs bars & restaurants and hotel & leisure venues.CURRENT MARKET SITUATION The current macroeconomic market condition was a complex one and regular effort must be required for the right tracking of the same. PESTEL Analysis Political Costa coffee beans are growing especially in developing countries. So if taxes imposed on the farmers in those countries increased it will make Costa should pay a higher rate for the coffee they purchase and any of those fluctuations in taxa tion levels will ultimately be passed over to the customers. Economical The economic recession that was happened in 2008 are still creating challenges in the business of Costa Coffee firmly as a whole.Consumers became more conscious with their discretionary spending due to the high unemployment and debt in person and the situation is still prevailing as the same Social/cultural People are spending considerable amount of money. As per the recent survey of Costa’s market experts we found that the annual expenditure of people in London for tea was money on coffee was ? 623million and tea was ? 738 million. Customers are going to coffee shops not only for drinking coffee but also to relax and for even unofficial meeting also. TechnologicalThe latest technological advancement is Senseo which is a better and cheaper coffee machine which can be very much helpful for home usage which can be adversely affecting Costa coffee. Environmental As a part of environmental awareness coffee co mpanies will have to be aware about the way their coffee beans are produced and the way to manufacture and sell their products. Design their supply chain Legal U K, a decade ago pulled out of the ICA (international Coffee Agreement) that set export quotas for producing nations and kept the price of coffee fairly stable.Coffee quotas and price controls ended. Since the deregulation farmers have suffered and their earnings have dropped. Many have struggled to make a living so have given up. International trade regulations/tariffs – Trade issues will affect Costa predominantly when exporting and importing goods. Target Customers Detailed research and strategic studies have been conducted to identify the class and categories of customers. While evaluating their consumer market the conclusion was that the ideal consumer’s economic profile will be; 1.Upper Middle Class: Our recent surveys show that 68% of the total coffee consumers of London were upper middle class people or high economy class people. Hot coffee and hot chocolate coffee was mainly consumed by these class of people. 2. Privileged Class: These classes of people also enjoy the tea more than coffee. Thus we can capture a strong hold on the market of tea and gear up the promotion of hot and chocolate flavor of tea. While the age demographics will be: 1. Students and Youngsters: Students and youngsters consider coffee shops as a gathering spot rather than consuming the products.Here we can utilize the grouping of these people as a sales boost up 2. Professionals: These categories of people were both interested in coffee and tea products as well as they utilize their tea or coffee consumption for unofficial meetings. 3. Families: Families are usually weekend customers and leisure time customers. 4. Mature Consumers: Matured customer groups are ideal for consumption of Costa products because according to our market study most of the people of these groups are theoretically addicted to tea or c offee.We can blow up their mind towards consuming our targeted product Gender and Ethnic/Religious Background was researched to have minimal or no effect on the choices concerning coffee made by consumers and their patronage of coffeehouses. Competitor Analysis The renowned coffee brands which are prevailed in UK were Starbucks, Caffe Nero, Coffee republic, Green Mountain Coffee Roasters, Coffee Bean Peet's, Caribou Coffee, Cafe Coffee Day, Barista and Mochas. Amoung these we are experiencing a competition with one brand that is Starbucks. Costa Coffee and StarbucksStarbucks is the prime and most intimate competitor of Costa Coffee. Although we are in the prime market position in UK, Starbuscks occupies the position of leader in the coffee shop market with an international market of over 50 countries. Costa occupies the second position on the base of international presence in 27 countries. Both companies had extremely excellent financial performance from 2005 to 2010. However in 200 9 Starbucks had made improvements in their cost structure and therefore the liquidity is better than Costa Coffee since it managed its short-term debt payments.An important factor for both companies is globalization because most leading firms in the food service market expand their operations to other countries. Anyway the future success of both the companies will be based on their operations within UK. Situation analysis – SWOT Strengths As we look into the strengths of Costa coffee, it is showing continuous growth which pasted up their market leader position. Costa had an excellent brand name and brand visibility. Another strength is the wide range of products and value for the money.Costa has a club card which will focus on customers loyalthy. Another peculiarity is that Costa has its own roastery that ensures quality of coffee. Also they are providing the extra bit of unique taste by training baristas within their own training academy. Weaknesses The major weakness of Cos ta is that even though it is operating globally, they are relatively in only few countries worldwide. Another problem is the difficulty to control and maintain brand standard with their franchise store. Limited range of cool drinks available in Costa is another point of weakness.Opportunities We are finding our own opportunities in global market by developing products or drinks such as organic products/cool drinks etc. Another merit include s the introduction of online /telephone ordering system . Entry to far East is another opportunity because of the chilled weather hot chocolate tea will help us to boost up regular sales proportion Threats We are facing major threats from existing coffee chains and fast food outlets. The intense price competition is another threat. As we develop new recipe that means imitating the recipe more quickly . SMART OBJECTIVE Our SMART objective is to increase the monthly sales of hot and chocolate tea/coffee in Costa Coffee by 30 % within 7 months of ca lculated marketing campaign. 4. PROMOTION TITLE A promotion title should always be a suitable caption that can steal the hearts of public which conveys the idea of product/commodity along with our tradition that induces them to consume our product. After a lot of ‘inventions and innovation’ Costa introduce its promotion title as â€Å"Feel the best tea and coffee in  the true Italian style. † 5.WHAT WE NEED TO BE DONE? For the achievement of our preplanned objective we have decided to open 3 promotional stalls for exclusive sales of hot and chocolate tea/coffee within the circle of Ealing Broadway. Within the same we will introduce a special high street offer to our targeted product. Here we calculate that we can drive revenue through increased consumer awareness about that particular product. Supporting promotion to drive people to the outlets should be done with by leaflet distribution within the area circle and advertisement in selected local newspaper. . BU DJET CONSIDERATION The table shown below details all about the total cost of the marketing statregy of Costa Coffee of Ealing Broadway within 7 months of calculated period |Marketing Strategy |Costs for Seven Months | |Equipments from ? 800 – ? 1100 + Signage from ? 45 – ? 300. |Maximum ? 1,400 | |Local Newspaper Advertisement |Maximum ? ,000 | |Leaflet distribution |Maximum ? 1,500 | |Miscellaneous expenses |Maximum ? 500 | |Total  Advertising Costs |Maximum ? 6,400 | 7. WORKING OF 7 Ps Product †¢ Our brand name is our signature.The name of Costa signifies luxury, excellence and perfection all over the world. †¢ The image of Costa is luxury †¢ The theme of Costa, from the brand logo, the color scheme of the premises, to the entire feel of our business is warm tones & relaxing colors. †¢ Costa’s reputation for excellence applies not only for the exceptional coffee but also the insistence on perfect service. Price †¢ The prices of al l the products are comparatively higher at . But this is offset by the outstanding quality and discerning tastes at .One of the reasons for choosing the privileged and higher middle classes in the target market is the prices. Place †¢ After thorough research, and competitive analysis the perfect locations in terms of exposure, accessibility and competitive edge have been acquired. †¢ The inventory and easy transport facilities have also been a part of the deciding factors while choosing the appropriate locale. Promotion †¢ Brand name is enough to muster the required target market. †¢ Most of the awareness will be through the word of mouth of people amongst the masses. Hence the reputation is more that counts. 8. CLOSE SCRUITNY AND COST COTROL Two methods of evaluation and scrutiny will be done with related to this promotional plan. A weekly review will be conducted by the Area Manager and evaluate the weekly expenditure and progress of the promotion and the same will be reported to our corporate office. Moreover that a monthly review will also conducted by 2 of our corporate marketing and finance professionals for strict scrutiny of cost control and marketing implementation. 9. RETURN OF INVESTMENTWe are expecting minimum sale of 70 cups of hot and chocolate tea/coffee per day. 70 cups per day @ average RP of ? 3. 50 Gross profit = ? 51450 – Expense of promotional plan = ? 6400 Net profit = 45050 We can expect the Return Of Investment and calculated sales growth within 7 months of period. 10. CONCLUSION Costa Coffee has been able to remain one of UK's leading coffee brewing companies for more than a century now primarily because of the execution of the company’s branding and positioning strategies to perfection.Add to the mix the company’s dedication to high quality of service and the formula for success is at hand. Moreover, the utilization of the appropriate knowledge management tools is necessary for their products t o reach out to people even in different cultures. However, certain points have to be taken into consideration by Costa Coffee regarding knowledge management tools. Since their income is relatively higher than most coffee brewing companies, the time for implementation of their chosen knowledge management tools would take longer than usual, aside from being expensive.But since the goal of Costa Coffee is towards a long-term dominance and stability in the brewing industry, then the pursuit of this promotional campaign will be beneficial for the company in the long run. BIBLIOGRAPHY About the Foundation (2012)[ online]  Ã‚  Ã‚  http://www. costa. co. uk/costa-foundation/about-the-foundation/, (assessed on 12 jan 2013) Costa Coffee Marketing Plan for China (2012)[ online]  Ã‚  Ã‚  http://www. ukessays. com/essays/marketing/costa-coffee-marketing-plan-for-china-marketing-essay. hp  , (assessed on17 jan 2013)      Countless Studies Reveal Healthy Attributes (2012)[ online]  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  www. coffeescience. org  -, (assessed on 7 jan 2013) Dunn Bros (2012)[ online]  Ã‚  www. dunnbros. com  , (assessed on 5 jan 2013)   Ã‚   Dunn Bros Franchise Press Releases–(2012)[ online]  Ã‚  Ã‚  www. restaurantresearch. info   , (assessed on 5jan 2013)   Ã‚   ESRI – Business Information Solution – Products Report Zip Code –(2012)[ online]  www. esribis. com   , (assessed on 9 jan 2013)   Star Tribune article by Jim Buchta, pub 9-19-02 â€Å"Dunn Bros. Coffee Breaks the Mold – With Every Store† US Census Data

Essay about In Search of Virtue in Honors - 1668 Words

In Search of Virtue in Honors Of the three forms of friendship discussed by Aristotle—the useful, the pleasant, and the good—the ideal seminar most resembles the perfectly good friendship between â€Å"good men who are alike in excellence or virtue† (Aristotle 1156b). A seminar, the Swarthmore website reads, unites faculty with â€Å"small groups of dedicated and accomplished students† committed to â€Å"independent learning† and â€Å"dialogue with peers, teachers, and examiners.† In light of Aristotelian and neo-Aristotelian thought on friendship, virtue and practical wisdom, this discussion will first examine how an ideal seminar promotes student virtues and then proceed to evaluate an e-mail I wrote in response to an imperfect seminar. Aristotle†¦show more content†¦The use of role models allows moral agents to â€Å"see the good as good and to see what is the good in a particular situation† (309). At Swarthmore, the honors program makes implicit use of role models. In seminar, seniors initially set the tone for juniors to follow. Honors seminars also provide a forum for â€Å"moral self-examination† (Thomas 140) which encourages deliberation among equals. Seminars allow a degree of academic intimacy and debate which is unavailable in a lecture hall. In Living Morally, Laurence Thomas writes that â€Å"Not infrequently†¦self-examination requires a dialogue† (140). In the Ethics, Aristotle highlights the importance of deliberation in proceeding with practical wisdom: â€Å"When great issues are at stake, we distrust our own abilities as insufficient to decide the matter and call in others to join us in our deliberation† (Aristotle 1112b). Successful deliberation, then, often requires the union of various perspectives. In my experience, the wisdom of groups of people outpaces the ability of an individual. Dialogue and deliberation are constitutive of the honors program at Swarthmore. The program description reads. 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