Advertising Objectives Essay Example for Free

Advertising Objectives Essay Furthermore, Budweiser’s mission is to pursue a long-term growth strategy by pursuing high consumption markets and attaining a firm market share among competitors. Budweiser has a strong brand name domestically, but for this particular region it will need to implement a penetration strategy. Also, Budweiser will focus on securing valuable distribution channels including pubs and supermarkets. The product positioning strategy reflects competitive pricing and product differentiation. Inherently, the product reflects cultural values of the target country, with attributes such as caffeine and local flavors that represent regional preferences. The brand may potentially increase market share via acquisition of equity investment. Tactical Details Product Various product attributes will be localized to appeal to consumer tastes such as a diet/lighter version beer with caffeine. Offering smaller glass bottles, which align with European consumption volume trends, will differentiate product packaging. The beer base content will be standardized but with local flavors based on market research. Also, based on potential research findings there is a possible product extension for an â€Å"all-natural† beer within the Austrian market. Additionally, products will be available in mini kegs to support the younger market segment behavioral characteristics. Advertising Implementing TV, Radio, Direct mail, Print ads, and Internet will be necessary to keep up with competitive advertising within this region. Messaging will focus on initially creating awareness. Ultimately, message strategies will portray a global brand through localized messaging. Internet advertising will be highly influential for the demographic market segment. Advertising will include viral ads, flash advertisements, and promotional incentives and incorporate sites such as MySpace and blogs (for the younger generation). Furthermore, sponsorship from popular celebrities or musicians for events and products will appeal to the target market. Personal Selling Face to face education via account executives with clubs/pubs will be imperitive to create awareness and motivate front-line distributors. Additionally, face-to-face points of contact in grocery stores and super/hypermarkets will be important in order to impact this a vast portion of purchases. These tasks will be contracted out to a local sales force that understands the culture, industry and competitive environment. Routine follow-ups and frequent interactions will be emphasized in order to maintain strong distributor relationships. Sales Promotion Incentives will be offered to club owners, super markets and so forth that will be based on volume discounts. A sales contest will also be commenced across the club/pub segment and the supermarket segment to increase purchases, emphasize product push through distribution channels and create awareness for caffeinated beer. Sub-brand specific websites will offer promotional incentives as well (BOGO, etc). Sleek, appealing point of purchase displays will be exhibited in supermarkets. Promotional partnerships with record a company, such as free iTunes downloads with purchase will be implemented to appeal to youthful market. Distribution Distribution will primarily focus on clubs/pubs, closely following the Red Bull distribution model and its flourishing success within this region. Distribution will also be emphasized in super and hypermarkets. Price Policy Pricing will remain competitive, but not premium. Also, based on market research, pricing will reflect that of energy drinks. Product differentiation and promotional efforts will not focus on price, but instead aim to increase purchasing through incentives such as volume discounts. Research A partnership with an experienced European market research agency (i. e. EURO, RSCG) will be imperative to monitoring quality perception and target market acceptance. Research will closely examine brand recognition development over time. Data mining from distributors to track trends will also be influential in understanding consumption behaviors. Research will also be needed in evaluating the possibility of launching a more mainstream bud beer. Finally, based upon success within Austria, further research into surrounding countries will be necessary.

France and French culture Essay Example for Free

France and French culture Essay Despite the recent backlash against France and French culture in the past few years, as well as there being no shortage of jokes on television and on the radio at the expense at the France, the truth is that if it were not for the French and their involvement during the American Revolution, America would not have gained their independence from Great Britain. This assertion, despite the fact that historians do not like to play the game of â€Å"what if,† the large majority agree on this point. Historians from Gore Vidal, Stephen Ambrose and David McCullough all agree that had it not been for the assistance of France, America would not gave gained their independence. The â€Å"bear† is Great Britain. An aggressive pursuit of imperialism on behalf of Great Britain in the late 18th and throughout the 19th centuries had not been seen since the end of the Roman Empire. The reasons for France’s involvement in the American Revolution might have been more a question of revenge against Britain than the involvement of spreading democracy throughout the world as France itself would experience only 10 years after their initial entrance into the war with their own French Revolution. When the French entered on the side of colonists, the war was going badly in general. There had been a number of victories for the Colonists but America’s only hope that a sustained war, brought on by implementing guerilla tactics would eventually lead to a tiring of the British troops. Also, it was the entire motivatation of the Colonists to get France on their side. Ben Franklin was pressing the French constantly for their help during this time. Also, it was not out of a coincidence that Franklin was chosen and not others since Franklin were adored by the French. Thomas Jefferson also was instrumental as well in getting France involved on the side of the Colonists. It is also not a coincidence that France was being targeted for their help. They, along with Great Britain, were the powers in the world at that time. That is why such a statement as â€Å"Daddy and I killed the Bear† is accurate and correct. The bear is Great Britain. They did not conquer 1/3 of the world by being nice. â€Å"Daddy† is France and the child is America. â€Å"Daddy† is usually the stronger of the two and is more established. He is responsible for the care and well being of the child and helps the child to grow and to mature until eventually, the child exceeds the father in stature, independence and strength. However, the child would not be allowed to grow if not for the effort exerted on the part of the father. A father who neglects his son and does not raise him up in a proper way and the chances increase exponentially, for that child to fail to fully realize his full potential. The very same occurred in this instance and therefore, the aforementioned statement is accurate and carried a great deal of weight and validity.

Incidents In The Life Of A Slave Girl | Analysis

Incidents In The Life Of A Slave Girl | Analysis Linda faces sexual harassment for the father of her mistress Dr. Flint. He is a licentious and cruel male, like several slaveholders, tries to make Linda his concubine, and subjects her to many years of sexual harassment. Linda describes the anger and shock she felt through his sadistic attacks on her individual autonomy. According to Jacobs (18), Linda narrates that when Flint told her that she was made for his use, meant to obey all his commands, that she was nothing but a slave, whose will should and must surrender to his. Flint murmured impure things in Lindas ears, wrote impure letters but she pretended that she could not hear or she could not read. She shuns his advances by usually being in presence of others and she displays an incredible power over and opposition of Flints will. The wife of Dr. Flint is brutal and callous woman who constantly enjoys the despair of the slaves. Other than confronting her spouse as a result of his lecherous deeds, she displays her respect to male power and blames Linda as the cause of her spouses lust. Because she does not have much power to handle the issue, Mrs. Flint jealously and hatred to Linda enlarges and she turns out to be obsessed with trailing her every step. Linda elucidates that a thing that commands approbation in the white female only speeds up the deprivation of the woman slave (Jacobs, 28). Dr. Flint who is Lindas master and enemy has legal rights to do anything he feels like to Linda, but desires to seduce her through threatening and tricking her other than taping her. All through the novel, Linda consistently goes against him and disobeys to have a sexual affair with him. This infuriates Dr. Flint and he quickly fixates over the thought of contravening her unruly spirit. Flint never distinguishes that Linda is a human being who has feelings, unamenable rights and desires. Cruelty of slaveholders According to Jacobs, (270, Linda claims sympathy for women slaves for there is no law to defend her form violence, from insult, and even from death., which are all imposed by friends who possess the shape of men Instead, the slavery institution defends slaveholders form allegations of sexual violence and assault. If the slave was sexually assaulted, it wasnt an offense against her but an intrude on the property of her master, although it was always a master that attacked her. When her daughter was born, the heart of Linda became heavy since she was aware that slaverly was terrible for males, but was far much terrible for females (Linda, 77). Women slaves were the most susceptible servants because they could do work in the field, take care of children of their masters, and most significantly reproduce slave populace, which became increasingly more significant after prohibition of slave imports in 1808.s For instance, when Benjamin, L indas uncle is sold, the slave trader stated that he could offer any price if the good looking young man was a female (Jacobs, 23). Lindas moral character Linda illustrates her strong moral trait in several ways. At an early and pre teen age, she was given similar things that children of the mistress were given. Her master taught her how to spell and read, which a privilege is since majority of slaves were not taught. Although she saw this as a fair thing, she still helped her family members because of their kindness toward her and she was also conscious that people needed to be treated with respect. Jacobs (65) argues that when Dr. Flint constantly called her harsh names and abused her, Linda she knew that it was not correct and felt that Flint was corrupting her as well as her pure mind, but she chose to remain silent for terror of her severe outcomes, even death. Linda continues leading her life, helping him together with his family, but knowing well that he was cruel and unjust. Arrogance of slaveholders It was extremely egotistical of slaveholders to tell the slaves brutal lies about the North. A slaveholder once told Linda one of the slaves who happened to be Lindas friend was in an awful shape and was pleading to be taken back to her master. Later on Linda discovered that this story was not true and this former slave did not have any wish of going back to slavery. Unfortunately, majority of slaves believes these stories and chose to the thought of protective slavery to hard freedom. Linda is appalled by the idea of really aspiring to return to slavery, even if the tales were true. Linda states that the slaves would start to recognize their personal capabilities, and wield themselves to be women and men (Garfield Zafar, 43). Conclusion The dominant social issue of the book incidences in the Life of a slave girl is sexual harassment of slaves by their masters. Dr. Flint who is Lindas master requires her to do anything for him including a sexual relationship with her. However, Linda does not give in to his sexual demands because she wants to buy her freedom away from enslavement. What is the Concept of Nationalism? What is the Concept of Nationalism? Nationalism is a concept that is not easily defined. There are numerous definitions and forms of what is nationalism, and many of these definitions even overlap. However, there is no one definition that is more adequate than another. Keeping in mind that these definitions are constantly evolving, with thorough analysis and the juxtaposition of arguments set out by eight prominent scholars, a clearer definition of nationalism can be attained. To begin with, the most well know definition today is from Professor Anthony Smith. He states that nationalism is simply an ideological movement for attaining and maintaining autonomy, unity and identity for a population which some of its members deem to constitute an actual or potential nation (Anthony Smith, Nationalism: Theory, Ideology, History, 2001, p.9). In this definition, Smith reveals what he believes the three main goals of nationalism are: autonomy, national unity, and national identity. Even Smiths profound definition has not been available for very long considering he was born in 1933. Although there is much argument on the definition of nationalism, Smith agrees that there is one main point of agreement and that is that the term nationalism is a modern phenomenon (Smith, Anthony 2001). Civic nationalism is basically defined as a group of people which have a certain loyalty to civic rights or laws and pledge to abide by these laws. Ethnic nationalism is basically a grou p that possess a common culture, language, land, etc. It is more specific in terms of who can be in it (McGregor 2010). Smith (1991) writes that every nationalism contains civic and ethnic elements in varying degrees and different forms. Sometimes civic and territorial elements predominate; at other times it is the ethnic and vernacular components that are emphasized (Smith, Anthony 2001). Smiths most important argument features civic and ethnic types of nationalism as opposed to eastern and western types. . Even more specifically, Smith makes the distinction between both civic and ethnic nationalisms. He also believes that Many modern nations are formed around pre-existing, and often pre-modern, ethnic cores (Theories of Nationalism Smith). Smith is claiming that nations had pre-existing-origins prior to their new origins of their new nation. One of the most popular arguments by critics is that the civic and ethnic viewpoint of nationalism collapses too much on the ethnic category. (http://cps.sagepub.com/cgi/reprint/35/5/554). Smiths definition seems to be the foundation for nationalism. Other scholars go in to more detail on certain elements of the definition, but most relate back to Smiths original definition. On the contrary to Anthony Smiths definition of nationalism pertaining to the civic and ethnic type, Hans Kohn has argued that the two main types of nationalism are eastern and western. His definition is, Nationalism is a state of mind, in which the supreme loyalty of the individual is felt to be due to the nation-state. (Hans Kohn, Nationalism, 1965) His argument includes both eastern and western types of nationalism which refer to eastern and western Europe. Eastern nationalism conceived the nation as an organic community, united by culture, language and descent (McGregor 2010). This could possibly be related to Smiths ethnic type of nationalism. Western nationalism conceived the nation as a political and civic community, held together by voluntary adherence to democratic norms (McGregor 2010). Again, western nationalism could be perceived as a civic type of nationalism. This can be recognized as two similar classifications on two unfamiliar grounds. Kohn believes that nationalism relates directly with the eastern and western Europe and that it is also where the state of mind of nationalism originated. The main criticism of Kohns classification of nationalism is him being over simplistic. He certainly does not go into as much detail as Smith on the definition and relates only towards Europe which most likely is why he is being identified as over simplistic. Carlton J. H. Hayes definition of nationalism states, Loyalty and attachment to the interior of the group (namely the nation and homeland) are the basis of nationalism. In this definition, a common cultural background and common cultural group are considered the main factors in forming a nation. That remains true with most of the definitions of nationalism. Hayes definition of nationalism seems to be more specific to the ethnic ties toward nationalism. (http://www.al-islam.org/islamandnationalism/5.htm). Hayes is basically saying that land, language, and blood are the basis of nationalism. . He is saying that nation is something to be proud of. Hayes also believe that these ethnic qualities are the most important; even religion does not compare.   It is attachment to nationality that gives direction to ones individual and social postures, not attachment to religion and ideology. A human being takes pride in his national achievements and feels dependent on its cultural heritage, not on the history of religion and his faith (http://www.al-islam.org/islamandnationalism/5.htm). This quote further proves Hayes view on nationalism and how it relates to ones culture and past, and specifically not related to religion at all. The reason Hayes definition is unique from others, is his emphasis that religion is not a factor in forming a nation. To further specify Hayes definition on nationalism he says, What distinguishes one human being from another are not their beliefs, but their birth-place, homeland, language and race. Those who are within the four walls of the homeland and nation, belong to it, and those who are outside it, are aliens. It is on the basis of these factors that the people have a feeling of sharing a single destiny and a common past. (http://www.al-islam.org/islamandnationalism/5.htm). This quote goes hand in hand with Hayess definition of nationalism and just further explains it. According to scholar Benedict Anderson nationalism is, a new emerging nation imagines itself to be antique. This is similar to how Anthony Smith and Hayes defined nationalism. It is mostly like the Smiths ethnic nationalism, which focuses more on the origin of the nation. Anderson focuses more on modern Nationalism and suggests that it forms its attachment through language, especially through literature. Of particular importance to Andersons theory is his stress on the role of printed literature. In Andersons mind, the development of nationalism is linked with printed literature and the growth of these printed works. People were able to read about nationalism in a common dialect and that caused nationalism to mature. (CITE). Andersons definition of nationalism and nation differ greatly from other scholars. He defines nation as an imagined political community. He believes this because the nation is always conceived as a deep, horizontal comradeship. Ultimately it is this fraternity th at makes it possible, over the past two centuries, for so many millions of people, not so much to kill, as willingly to die for such limited imaginings. Not only is Andersons theory distinctive because of the printed literature theory, but also the imagined political community. Peter Alter states, Nationalism is a political force which has been more important in shaping the history of Europe and the world over the last two centuries than the ideas of freedom and parliamentary democracy or, let alone, of communism. His argument is similar to John Breuilly in the sense that there is a strong emphasis on nationalism being a political force. Alter is saying that it has everything to do with being a political movement instead of the idea of freedom. In reference to nationalism, Alter states, It can be associated with forces striving for political, social, economic and cultural emancipation, as well as with those whose goal oppression. His outlook on nationalism seems much broader than other scholars. This particular reference virtually sums up many scholars definitions together. Alter does not seem to have a specific argument on nationalism, as in civic vs. ethnic or western vs. eastern but just an acceptance that nationalism could be based on all of these argum ents. Again, Alter says, It can mean emancipation, and it can mean oppressionà ¢Ã¢â€š ¬Ã‚ ¦ dangers as well as opportunities. There is no precise argument when he tries to define nationalism even though he does have the idea that nationalism is directly related to a political force. Alter also states that nationalism was important to shaping Europe, but most scholars agree with that statement to begin with. Scholar Ernest Gellner states that, nationalism is primarily a political principle that holds that the political and the national unit should be congruent. Gellner has been considered the father of nationalism studies and was a teacher of Anthony Smith. Although most scholars would agree that nationalism appeared after the French Revolution, Gellner further argues that nationalism became a sociological necessity in the modern world. His argument is similar to the uniqueness of Benedict Andersons printed literature theory, but Gellner focuses more on the industrialization of work and cultural modernization to explain how nationalism expanded. Gellner believes that states only exist where there is division of labour, therefore the state comes before nationalism (http://www.people.fas.harvard.edu/~plam/irnotes07/Gellner1983.pdf). Like other scholars, Gellner believes that nationalism is a political force. There are many criticisms to Ernest Gellners theory, including Anthony Smith sayin g, It misreads the relationship between nationalism and industrialization (Smith 1998). Historian John Breuilly defends a more modern theory of nationalism. He concludes, The rise of the modern state system provides the institutional context within which an ideology of nationalism is necessary. Breuilly argues that the process of state modernization provides an important factor in understanding historical signs of nationalism (http://www.cjsonline.ca/reviews/nationalism.html). Breuilly argues that nationalism does not have much to do with ethnicity or ethnic background, rather more to do with political motivation. This is not the first scholar who believed that ethnic background had nothing to do with nationalism. In fact, Breuillys definition relates well to Gellner in the sense that they both argue for political motivation. Nationalists are seen to create their own ideology out of their own subjective sense of national culture. (John Breuilly, Nationalism and the State (Manchester University Press, Manchester, 1982). This particular quote is quite similar to Andersons imagined political community theory. Breuilly does not support the ethnic side of nationalism nearly as much as others and, like Benedict Anderson favors nationalism as just a political force. Breuilly criticizes most scholars due to the fact that they believe in national culture because he believes there is no such thing. He believes that the political component of nationalism is by far the most important. Michael Hechter defines nationalism as a, collective action designed to render the boundaries of the nation congruent with those of its governance unit (M. Hechter, Containing Nationalism, 2000). He further explains, Nation and governance can be made congruent by enacting exclusive policies that limit full membership in the polity to individuals from on one more favoured nations. In Hechters book, Containing Nationalism, he expresses his belief that the reason nationalism occurs is because of self-determination. Hechter explains how there are two different types of nationalism. The first one is sort of the ideology of freedom and he gives the example of the French Revolution. The second form is xenophobic or even goes as far as genocide (Hechter, Containing Nationalism, 2000). This explains where the different views of nationalism come in; civic vs. ethnic or eastern vs. western. Most importantly, Hechter defines many specific forms of nationalism to go beyond his original definition . These definitions include: state-building nationalism, peripheral nationalism, irredentist nationalism, and unification nationalism. (Hechter, Michael. Containing Nationalism. Oxford and New York: Oxford University Press, 2000). Each scholars definition seems to have its own uniqueness to it; from Anthony Smiths ethnic nationalism. SIMILARTIES AND DIFFERENCES Political, cultural, ethnic, civic, eastern, western Summary Vast diversity of aims and aspirations, including unification, separation, cultural/linguistic preservation, territorial expansion, protection of external co-nationals, overthrow of foreign domination, establishment of national homeland Vast diversity of forms and styles, from aggressive and militaristic to peaceable and inward-looking Nationalism is inherently particularistic, but at the same time constitutes an ideology of general application People can not agree on the definitionà ¢Ã¢â€š ¬Ã‚ ¦.

Book Review of People of the Three Fires Essay -- Essays Papers

Book Review of People of the Three Fires The book, People of the Three Fires, is written by three different people each describing a tribe in detail.The book is very well written and relatively easy to understand. It is informative and was written to be used as a teaching tool for schools. The book discusses the relationship between the groups that lived in Michigan and surrounding areas. James M. McClurken writes the first section, which deals with the Ottawa people. McClurken tells about the Ottawa peoples’ relationship with the environment they lived in and how they adapted to change when contacted by Europeans. One thing I found interesting about the Ottawa is their beliefs. The Ottawa believed in respect for the individual. Their leaders represented the people much like our elected officials represent us when a decision is needed for the whole of the country. They are in tune with nature and consider the earth and animals part of their family, addressing them with â€Å"father,† â€Å"mother,† â€Å"brother,† â€Å"sister.† The Ottawa’s also amazed me at their ability to believe in the supernatural, the spirits that told what sickness a person has and the healing power of the firewalkers is a leap of faith. I am always amazed that people survived without Advil and Tums, and they didn’t just survived they thrived! The Ottawa were great traders, in fact they traded all over northern Michigan. A surprising fact I read in the section was of the fleecing of the Indian...

Competition of Apple versus Microsoft :: Technology

Microsoft and Apple are the two leading corporations in the rapidly growing electronic business. Apple Inc. was incorporated January 3, 1977, ('Apple Investor Relations Investor FAQ') one year after Microsoft was funded. In August 1981, Microsoft launched its first version of Windows version 1.0 sparking the competition between Microsoft and Apple. ('Introduction to Microsoft Windows') Microsoft is better than Apple because, people are more familiar with Microsoft Windows rather than Mac OS (Operating System) X. It is easier and cheaper to upgrade Microsoft's software and hardware rather than the Mac PC, and Microsoft's corporation also has much more to offer to the public than Apple Inc. It is true people are more familiar with Microsoft Windows rather than Apple's Mac OS X. After the release of Microsoft's Windows 3.0 in the 1990's, the Apple corporation fell, and more and more people started purchasing Microsoft's Windows, and forgetting that Apple even had an OS. ('1990-1995: Apple vs. Microsoft in the Enterprise.') While Apple only tried to sell their product to the upper class citizen and top businesses, Microsoft looked for ways to push their software out in any and every possible direction. ('1990-1995: Why the World Went Windows') Due to this renown, Microsoft has gained much business and publicity in both the corporate and public worlds. Today Microsoft Windows is everywhere, in almost every office, and in millions of homes around the world. Also, schools across the United States are running Microsoft Windows on their computer hardware. Microsoft Windows? interface and many of their features greatly differ from that of Apple?s Mac OS X. Since both schoo l systems and most major businesses run Microsoft Windows, it benefits to run Microsoft Windows in your own home instead of Apple?s Mac Os X because it would be more difficult to operate something that one is not familiar with. Microsoft products have become some of the most affordable and efficient products in the computer industry. Microsoft?s official website offers free and easy installation of new upgrades and updates for your Microsoft software. Also Microsoft Windows offers a free built in firewall, and security against viruses and spyware. All parts for a Microsoft computer are upgradable and interchangeable as long as the required version of Windows is on the PC. Before Apple started using Microsoft software for the Mac PC (also known as the iMac), the only upgradable hardware for an iMac was the RAM (random access memory), therefore, the only option would be to buy an entirely new PC if something went wrong.

Athena the god :: essays research papers

Athena The god Athena, back in time when Greece was making its mark in history as one of the great civilization of the Ancient World, there was a great deal of emphasis on the Gods and Goddesses. To the Greeks the world was governed by the Gods and they were the reason many things happened in the world, mostly things that where unexplainable. The goddess Athena was one of the many gods or goddesses that played a large role in Greek mythology. Even though Athena was the patron saint of Athens she supported other Greeks outside of Athens, such as, Achilles, Orestes, and especially Odysseus. Athena is know to be the goddess of war, guardian of cities, patroness of arts and crafts, and promoter of wisdom (Classical). Athena’s name actually came form the Cretan and Mycenean name Athene which predates the Greeks by about 1,500 years. The ending ‘-ene,’ was set aside for royalty and goddesses, like Helene. She was also called by some Greeks as Pallas Athena. Not many people know where the name Pallas came from. Some legends say she obtained it from the giant Pallas that she killed in the war of the gods and giants (Athena Parthenos). Another legend says that Athena accidentally killed her childhood playmate Pallas. By taking Pallas’ in front of her own, Athena shows the grief that she endured for the loss of her friend. Athena had such an impact on the Greeks that the Romans adopted her and called her Minerva (Classical). The origins of Athena’s name are not the only discrepancy that historians have had. The origin of where Athena came form is also a discrepancy. Zeus feared that he would be overcome by a son greater than he born from the intelligent Metis. To prevent this Zeus ate Metis. There for, Athena, in the most common legend, was born fully grown out of Zeus’s forehead. Another legend, this one form Crete, says Athena was hidden in a cloud. Zeus hit his head on the cloud and caused Athena to appear. Out of all the cities that Athena helped and protected Athens claimed her as there own (The Myths). The Atheans believed that the first king of Athens, Erichthonius, was a descendant of Athena. Even though Poseidon was greedy of earthy kingdoms, he challenged Athena for the city. The both of them appeared before the court of gods and goddess to make a judgment.

Critical appreciation of the poem “Old Ladies’ Home” by Sylvia Plath with reference to the presentation of old age

George Orwell, one of English literature's most important and famous writers, draws the picture of a dystopia in one of his best known novels 1984. Being considered as a warning against totalitarianism, it is also possible to say that the novel puts forth a road map on how totalitarian regimes work and how certain ideologies are imposed on nations. Creating a world in which the worst possible totalitarian regime is present, Orwell also takes a very close look at the psychological states of people. The writer doesn't only deeply analyze what a totalitarian regime stands for but also introduces the themes of the importance of language, how certain ideologies can be imposed on people and how physical pain can control the human mind. Putting stress on the dreadfulness and the destructive nature of totalitarianism, and also by pointing out that nations can in fact be forced to admire and support such a regime, the writer makes his reader face the cruelest and most realistic aspects of such a horrific repressive regime. Before taking a closer look at the novel, it would be helpful to give background information about the era in which Orwell was influenced to create such a hellish world. 1984 was written in 1949, when Fascism was on the rise, right after the Second World War, when Hitler was defeated and Stalin had performed his cruelest acts. Having worked in Spain in 1936 during the Spanish civil war, Orwell witnessed the cruelty of fascist regimes and had already collected his dreadful memories which lead him to write his political novels. Regarding Orwell's intention in writing 1984, Jenni Calder in her book Animal Farm and Nineteen Eighty-Four states: To anyone who was in Britain in the years immediately after the Second World War, and particularly in London, the sights and smell that Orwell recreates will be familiar†¦ In 1984 he translates this situation in to the future by adding details that are unfamiliar (57). Thus, it becomes possible to say that as a result of the world's existing state at the time Orwell wrote 1984, he was deeply concerned about the future and that his pessimist attitude in his novel acted as a warning and as a criticism of totalitarian regimes. Adriaan M. De Lange, in his book The Influence of Political Bias in Selected Essays of George Orwell says, â€Å"The rise of Fascism, Nazism and Stalinist communism in Europe and the resultant tremors in Britain left an indelible mark on Orwell's thought and work (1). † At this point taking a closer look at Orwell's intentions in writing 1984 from the perspective of the Marxist Hungarian critic Georg Lukacs would be convenient. Due to his theory of â⠂¬Å"Reflection† Lukacs claims that literary works would reflect the hidden aspects of the social and political era in which they are written. Parallel to Lukacs' â€Å"Reflection† theory, Orwell reflects his concerns deriving from the political state in which he lives through fiction. Regarding 1984 Calder states, â€Å"Orwell is underlining a psychological as well as a political truth here, which is demonstrated in the kind of mass embracing of authorial influence that came with the rise of Nazism and Stalinism (63). † While the era in which 1984 was written marks itself with political depressions, it also hints that the world was within a phase when totalitarian and fascist regimes were condemned as a result of the devilish acts of Hitler and Stalin. While taking a closer look at the book and the themes it introduces to the reader, the theme of the importance of language gains significance. â€Å"Newspeak†, Oceania's official language, consists of limited words which are created by party members. The language totally deletes some words which are present in the English language such as â€Å"excellent† or â€Å"splendid† and replaces them with an extremely plain word such as â€Å"plusgood†. Changing the language and limiting it in number of words becomes a matter of importance since language is one of the most important tools of expression and thought for human beings. Deleting complex words and limiting language also limits the thoughts of people and enables the party to delete certain concepts from people's minds. As Syme explains Winston how important it is to change the language he says, â€Å"Don't you see that the whole aim of Newspeak is to narrow the range of thought? In the end we shall make thought crime literally impossible, because there will be no words in which to express it (60). † Analyzing Syme's comment on language, the reader comes to the realization that it is the language itself that makes people think. Hence it becomes understandable that being a totalitarian regime, the party doesn't want its people to think, since thinking may lead to original ideas and thus to through crime. By lowering the language to a very simple state, the party cleverly paralyzes the brains of its people and disables them from thinking. As Syme continues to explain the real aim of the party in creating Newspeak, he also mentions one important topic about language forming concepts. He says: How could you have a slogan like â€Å"Freedom is Slavery† when the concept of freedom has been abolished? The whole climate of thought will be different. In fact there will be no thought, as we understand it now. Orthodoxy means not thinking-not needing to think. Orthodoxy is unconsciousness (61). In trying to understand Syme's remark on language, it might be useful to think of Ferdinand de Saussure's theory that discusses whether concepts or objects would really exist if they were not expressed in language. According to Saussure, what makes a concept present is the language itself. He claims that the world is a whole and that the language divides this whole in to separate pieces to make it become more understandable. Thus, a concept or an object which isn't expressed by language wouldn't exist. When â€Å"Newspeak† is concerned, one may claim the same thing. If the word â€Å"Freedom† doesn't exist in Oceania anymore, there wouldn't be such a concept. Thus, one of the most important problems that threaten the party would be removed. When these facts are concerned, simplifying language and removing words that are used to express threatening concepts, would perfectionalize the regime in terms of the obedience of people. Another remarkable aspect about language is that it is one of the most important things that make human beings privileged when compared to animals. As a result of the ability to think, human beings can speak. Thus, decreasing language to a minimum level in words and expression also means the dehumanization of human beings. Limiting people's one and very important ability to think and speak, the party tries to dehumanize human beings and make them become animal-like creatures. Hence, it would be far easier for the party to have full control over its citizens. While language plays a major role in shifting people's thoughts to fit in the Totalitarian regime, another striking aspect of the novel is the theme of how certain ideologies can be imposed on people. As a starting point, the party chooses to change and destruct the past. Replacing true history with a fictional one which glorifies Oceania makes the already powerful party become even more invincible. As it is stated in the novel: And if all others accepted the lie which the Party imposed-if all records told the same tale-then the lie passed into history and became truth. Who controls the past,' ran the Party slogan, ‘controls the future: Who controls the present controls the past. ‘ And yet the past, though of its nature alterable, never had been altered (40). The party creates a kind of reality by creating a past of its own. Since when there's no one who has any historical documents saying that the party's history is shifted from the truth, the party's recreated history w ill become the truth. Hoping that there should be more than this in life, Winston tries to find a proof that the past wasn't always like this and that the past was based on a much better world. Winston tries to link himself with the past. He writes a diary using a pen. The pen, being an object belonging to the past, symbolizes Winston's need for the past and trying to find a little something which would connect him the past that he doesn't know about. Thus, the manipulation of history, in this sense, is directly related to the manipulation of people living in Oceania. Thinking that the world has always been like this, people don't have any expectations from the future and they accept the current regime in all its ways, since they don't have alternatives. However, when Winston is concerned, he is one of the rare citizens who think that the past couldn't be like this and that there was a totally different world. Knowing that history has been changed, Winston wants to find out about the true history. Looking at the issue from Winston's psychological perspective, it might be possible to say that Winston, unhappy in the world he lives in, needs hope for the future. Not knowing what the past was like disables Winston to locate himself somewhere in the future. When the theme of history is regarded, the antique shop can be considered as a symbol of the past. Winston gets deeply interested in the shop starting from the first moment he sees it, as it functions as a page from the past, which isn't manipulated and changed by the party. The paperweight which Winston buys from the shop can also be considered as a symbol of the past. Being a long lost object which Winston doesn't know about, the paperweight functions as what is â€Å"different† and â€Å"unfamiliar† and it gives Winston little hope about a better future. â€Å"Doublethink†, which simply means â€Å"telling deliberate lies and believing in them†, also functions as another aspect about imposing ideologies. The slogans, for example, are products of the â€Å"Doublethink† principle. Orwell uses binary oppositions that say â€Å"War is Peace†, â€Å"Freedom is Slavery† and â€Å"Ignorance is Strength†. He then places them as the main mottos of the party. As doublethink plays a very important role in conditioning people, it also becomes one of the most important sources which provides the regime with permanence. â€Å"Doublethink† marks itself as one of the most important tools of the party, since it's the basic element that makes people favor war. The reason why the party wants people to be in favor of war is once more related to the power theme. Paras Mani Singh, Nardeep Singh Juneja mention in their book Orwell as a Political Novelist that: The only way that Oceania can exist as a state is for it to wage a constant war, the whole structure of society and state is geared to wartime economy and austerity. If there should be peace, the citizens of Oceania might reasonably expect better living conditions, better food and less control by the government (123). Thus, the motto â€Å"War is Peace† becomes very important for the party in order to keep the citizens of Oceania satisfied. Making them watch movies of war and manipulating people in such a way to make them laugh when they see a woman hugging a little child to protect it from bullets, shows how a totalitarian regime would succeed in making people become fond of violence and cruelty. The motto â€Å"Freedom is Slavery†, on the other hand, is related to the idea of being free both in physical and psychological terms. Since freedom of thought and expression are threats to any totalitarian regime, the party replaces the understanding of the concept of â€Å"Freedom† through â€Å"Doublethink† and it creates an irrational way of understanding for its people. Due to the fact that the people of Oceania are anything but free, for they are being watched constantly, it also becomes necessary for the party to make its citizens believe that freedom is a negative thing and that it is nothing but slavery. A this point it might be suitable to mention Foucault's idea of the prison model the Panopticon, that functions as a system that disables the prisoners to know when they are being watched, thus to make them act in proper manners 24/7. Paul Rabinow, in his article The Foucault Reader states: On the whole, therefore, one can speak of the formation of a disciplines society in this movement that stretches from the enclosed disciplines, a sort of social â€Å"quarantine,† to an indefinitely generalizable mechanism of â€Å"panopticism (206). Thus it would be possible to say that Big Brother, in the novel, functions as the Panopticon for the citizens of Ocenia, since people never know when they are being watched and due to their fear towards the existing totalitarian power, they act in proper manner when the sanctions of the regime are concerned. As the last motto â€Å"Ignorance is Strength† is concerned, the party makes its final stroke on the big picture by saying that none of these things should be thought through, since ignorance and accepting things just the way they are is a kind of strength. By doing so and by applying these mottos, the party blocks all the ways for its citizens to rebel against the system. The concept of â€Å"Thoughtcrime†, gets under the spotlight at this stage, since despite all the cautions taken against any threat or rebellions against the system, the party guarantees its permanence by also limiting the thoughts of its citizens. Having mentioned that the act of thinking itself is an undesirable act for the regime, the party strictly watches people in all their actions. The screens which are placed all over the city and even in the homes of citizens, completely removes the privacy of Oceania's people. Big Brother's picture staring at its citizens and controlling them in every action they take strengthens the idea of the totalitarian regime in the novel. Looking at Big Brother's picture symbolically, it may become possible to say that Orwell draws parallelism between the picture of Stalin and Big Brother. Drawing the picture of a totalitarian regime, Orwell points out the main principles of how such a regime would succeed. As Robert J. Savage, James Combs and Dan Nimmo quote Jane Kirkpatric's words in their book The Orwellian Moment: In a recent and well known essay, Jane Kirkpatric describes totalitarian societies as ones which drive to establish comprehensive political control over the lives of individuals, obliterating in both theory and practice the distinction between public and private, between objective and subjective, claiming for the state the whole life of people (47). Removing privacy is preventing people from thinking. People mostly think when they are alone and when they are in solitude. For this reason, the party completely removes the chance for its citizens to be alone, thus to think. Thinking is an important theme in the novel since it links the reader to the concept of forming an identity. People who think can have their own views about life and can be considered as individuals. Removing the concept of being an individual is one of the most important goals of the party, since individuality is a threat to any totalitarian regime. As Goldstein lectures Winston in room 101 about individuality he says, â€Å"Can you not understand, Winston, that the individual is only a cell? The weariness of the cell is vigor of the organism. Do you die when you cut your fingernails? (302)† Thus, it becomes plain to see that for the party, being an individual isn't a matter of importance, on the contrary it is something which isn't favored. Since the party only considers being a whole as something important, individuality is something which it wants to completely destroy. Taking a closer look at the novel, it can be said that Winston's ache in his ankle is also a symbol of his individuality. Before meeting Julia, Winston continually mentions an ache in his ankle and when he finally meets her, he mentions that the ache disappears. At the end of the novel when Winston is caught by the party and when he's being tortured in room 101, he receives blows on his ankle. Being an ordinary Oceania citizen, Winston first lacked his individuality. However starting from the moment he meets Julia and starts to have an affair with her, he regains his individuality, for he becomes able to experience something which is private and individual. Winston's love to Julia makes him become separate from the crowd and makes him become different from the rest of the people in Oceania, who have no intention to feel love at all and who only consider marriage as a duty which should be fulfilled for the sake of the party. Sexual life, amongst the people of Oceania is seen as a mission to reproduce and create other useful and loyal citizens for the system. However, the theme of love in Winston and Julia's case individualizes the couple not only in terms of the love they feel for one another, but also in terms of their meetings which they think are in private. Winston and Julia meet in secret places where they think they aren't watched and they get total privacy. Since lacking privacy also disables the people of Oceania from becoming individuals, they are also indirectly disabled from becoming human beings. Dehumanizing people by forbidding them to love and killing all their feelings towards compassion, mercy and affection, puts them in an animal-like state. This animal-like state, however, is totally perceived as normal and humane by the party and is presented as something which is favored. Citizens who don't posses this animal-like state are perceived as ill. At the end of the novel Winston is referred to as â€Å"cured† when he finally draws 2+2=5 on the table and perceives the principles which the party imposes on him with torture. Winston is considered as a person with an animal-like state since he felt love for another human being. The party treats Winston as if he is ill only because he questions the party's policies and only because he loves a woman. At the end, when Winston is freed from all the â€Å"inhumane† feelings such as doubt or love, he is again regarded as a healthy person by the party. When the theme of humanizing and dehumanizing is concerned, the Proles play an important role. The Proloes, symbolizing a rebellion against the party, are referred to as animal-like creatures; however Winston manages to make a distinction between his own people and the Proles by saying, â€Å"The proles are human beings. We are not (191). † Winston and Julia's love affair in this sense can be regarded as a rebel against the party and as a struggle to become humans and individuals. As Winston's thoughts about Julia are revealed, it's stated: In the old days, he thought, a man looked at a girl's body and saw that it was desirable, and that was the end of the story. But you could not have pure love or pure lust nowadays. No emotion was pure, because everything was mixed up with fear and hatred. Their embrace had been a battle, the climax a victory. It was a blow struck against the Party. It was a political act (145). As stated, the love affair of Winston and Julia is perceived by them as a rebellion against the party. Since the party is so much full of hatred, love becomes a rebellion against it. Being an important theme in the novel, Orwell also stresses that physical pain can control the human mind. Towards the middle of the novel when Julia and Winston are having one of their regular chats about the system as they say: I don't mean confessing. Confession is not betrayal what you say or do doesn't matter: only feelings matter. If they could make me stop loving you- that would be the real betrayal. She thought it over. They can't do that she said finally. It's the one thing they can't do. They can make you say anything- anything- but they can't make you believe it. They can't get inside you (192). Despite the firmness of Julia saying that nobody can make her feel something or can make her think something, at the end of the novel, the reader comes to the realization that through physical torture, one can be made feel and believe in anything. As Goldstein tells Winston what he thinks about confessions, he says, â€Å"All the confessions that are uttered here are true. We make them true (291). † The fact that the party does really make the confessions become true, is based on torturing people. Despite the human mind seems to be far away concealed in the skull, Orwell puts forth that physical pain in fact can rule the human mind. As stated in the novel: On the battlefield, in the torture chamber, on a sinking ship, the issues that you are fighting for are always forgotten. , because the body swells up until it fills the universe, and even when you are not paralyzed by fright or screaming with pain, life is a moment-to-moment struggle against hunger or cold or sleeplessness, against a sour stomach or an aching tooth (117). The basic human instinct of survival is actually based on physical aspects. Unless the physical wellbeing is fulfilled and satisfied, there's no rest for the human being. Relating this fact to the basic human instinct of survival, Orwell states that although it looks like the human mind is separate from the physical being, they are in fact directly related and that the physical suffering has the power to rule over the mind. As this is the case, the novel also clearly puts forth that at the end, Winston totally changes his thoughts about the system and even about Julia. In the end after being released from torture, Winston draws 2+2=5 on the table and believes in it. Again, at the very end of the novel Winston says that he has won the battle against himself and that he now finally loves Big Brother (342). Another fact about physical pain ruling the human mind is revealed in the case when Winston and Julia meet again after being released from torture and when they can't feel anything towards each other. As a result of torture and as a result of their survival being threatened for such a long time, both of these human beings have lost their feelings of love towards another human being. Orwell's message at this point might be based on the theme that after being threatened in existence and after being exposed to a tremendous amount of torture, human beings instinctually come to think of only themselves. As Winston and Julia confess to each other that they have betrayed one another in the novel, the heart breaking truth is being revealed that human beings, in depth, are based on the instinct of survival and that they are unconsciously selfish. The novel states: I betrayed you, she said baldly. I betrayed you, he said. She gave him a quick look of dislike. Sometimes, she said they threaten you with something- something you can't stand up to can't even think about. And then you say, don't do it to me, do it to someone else, do it to so-and so. And perhaps you might pretend, afterwards, that it was only a trick and that you just said it to make them stop and didn't really mean it. You think there's no other way of saving yourself, and you're quite ready to save yourself that way. You want it to happen to the other person. You don't give a damn what they suffer. All you care about is yourself (336). The sad fact that human beings do only think of themselves and that they are selfish in nature is once more revealed by this remark. However, it is also evident in the novel that human beings who are exposed to torture lose the ability to love and think of other people. Thus, it becomes a fact that physical pain is so strong that it has the ability to erase all sorts of feelings which are related to the wellbeing of other people. Due to their instinct of survival, human beings become ready to sacrifice even people they love, to save themselves. Looking at the party from a religious point of view is also a possible theme in the novel. Being free from all the beliefs which are related to God and his religions, people are still in need to believe in something. The party at this point functions as religion for the people of Oceania, since they are blocked in all the ways which lead to a power that is greater than the party. Thus, representing themselves and the divine power, the party introduces itself as God. The religious motives are present in the novel when Goldstein offers Winston and Julia some wine, and later places a white waffle both on Julia and Winston's tongues so that they don't smell of alcohol. The ceremony which is presented here is similar to the Catholic rituals that take place in church. Believers are offered some wine which symbolizes the blood of Christ and they are placed a piece of bread on their tongs to symbolize the body of Christ. Going through a similar ceremony with Goldstein, Orwell in fact makes a foreshadowing that even the opposition, which stands for Goldstein at the beginning of the novel, is in fact one of the closest persons to the party. Thus, there is no way out of the system. If this theme is compared to the theme of religion, the devil, who is the opposing party to God, is in fact an angel and that it is again strongly related to God. Drawing parallel lines between the party and religion, Orwell states that the Party is God like figure for the people of Oceania and that there's no escape from it. In conclusion, speaking in general terms, the novel functions as a warning against the totalitarian regime and reveals the fact that such repressive regimes, do in fact have the power to manipulate people and that they do have the power in making people believe things which appeared as totally bizarre at the beginning. Taking physical pain ruling over the human mind as a theme, Orwell states that human beings are selfish in nature, since they posses the basic instinct of survival. Putting also major emphasis on the concept of language and how it functions in people's lives, Orwell states that it is in fact the language itself that shapes the motives of people and that makes some concepts become reality. The lack of expression of some concepts in language would automatically destroy them and make them become nonexistent for human beings. Despite the novel as a whole appears as a pessimist approach to the future, taking it as a warning and looking at our present state in today's modern world, readers can still feel gratitude for the present capitalist system they live in now and they still can preserve their hope for a better future.