Thursday, August 27, 2020

Fallingwater Essay Example | Topics and Well Written Essays - 750 words

Fallingwater - Essay Example So as to demonstrate this postulation I visited Fallingwater and now I need to share my experience and prove my perspective. Fallingwater, otherwise called the Edgar Kaufmann house, is a structure on the Bear Run at the location P.O. Box R, Mill Run, Pennsylvania 15464, in southwestern Pennsylvania in the Appalachians. Edgar Kaufmann Sr. was an effective Pittsburgh specialist and a proprietor of some property in the wide open with a cascade and a few lodges. At the point when the little houses at their camp had been demolished to the point that something must be revamped, Edgar Jr. convinced his dad to employ the planner Frank Lloyd Wright. Fallingwater is renowned; from everywhere throughout the world heaps of guests come every year to its faraway site. Fallingwater has taken delight to numerous individuals throughout the years; as a stimulating end of the week retreat for the Kaufmann himself and his family members, as a wellspring of pride to Wright and his partners, and now- - thought about by the Western Pennsylvania Conservancy- - as a momentous encounter for guests from close and far.... At the point when Wright went to the site he delighted in the incredible sound of the falls, the indispensable verdure of the youthful backwoods, the sensational stone edges and rocks; these were components to be reconstituted with the softly taking off spaces of his structure. Be that as it may, Wright's knowledge cameto the profundities. He understood that individuals were animals of nature, in this manner a design which fit nature would fit in with what was essential in individuals. Forinstance, however all of Fallingwater is opened by wide groups of windows, individuals inside are 'protected' as in a profound cavern, secure in the feeling of slope behind them.The consideration is paid to the outside by developing low roofs; no extravagance in the lobby be that as it may, rather, the light surfaces of the forest, enframed in an incredible congruity. The shade of the structure helps the colorings to remember trees and rocks.'Occasional articulations are given by splendid goods, sim ilar to wildflowers or winged animals outside. The ways inside the house, steps and entries, wander without custom or direness, and the house scarcely has a principle entrance; there are numerous routes in and out'(Fallingwater,2004 The official site of Fallingwater). Correspondence and security are both conceivable, just like the properties of home and the experiences of the seasons. So the outing was reviving and I felt loose and quiet. The dynamic conduit, quick environmental factors and cantilevered plan of the house are viewed as in congruity, in accordance with Wright's enthusiasm for making structures that were increasingly characteristic and which along these lines appeared to be progressively associated with their environmental factors. It is significant and critical as it has an enormous authentic and stylish worth and is a case of Modernist patterns in engineering. The house speaks to the way of life of American Modernism, and it was fascinating to plunge into the age of the main portion of twentieth century. The structure is associated with nature, which encompasses it and its essentialness is controlled by emblematic importance of everlasting association among human and nature. Individuals who lived there or spent there ends of the week felt truly revived, and as, for me, I truly felt that soul of

Saturday, August 22, 2020

Walt Whitman Research Paper Example

Walt Whitman Paper Walt Whitman is assuredly the ancestor of contemporary American writing and verse. Whitman’s most praised work; Leaves of Grass has left an imprint on American culture as well as on crafted by Allen Ginsberg who is tremendously suggestive of Walt Whitman. I will start this exposition by resembling the Leaves of Grass to Ginsberg’s Howl while joining the work and thoughts of other contemporary Amesrican writers. To take one Allen Ginsberg sonnet for instance, we will have the option to draw a result among Howl and the lovely style created by Whitman: â€Å"I saw the best personalities of my age devastated by frenzy, starving crazy naked†¦Ã¢â‚¬  Whitman discharged himself from rhyme and measure and concentrated all the more intensely on recognizing and naming the occupants of a particular world. Here we can see that Ginsberg is utilizing the equivalent wonderful method and frequently a thought is drearily worried so as to address the world wherein he is talking about. This thought of redundancy is best observed in Whitman’s Song of Myself: We will compose a custom article test on Walt Whitman explicitly for you for just $16.38 $13.9/page Request now We will compose a custom exposition test on Walt Whitman explicitly for you FOR ONLY $16.38 $13.9/page Recruit Writer We will compose a custom exposition test on Walt Whitman explicitly for you FOR ONLY $16.38 $13.9/page Recruit Writer It can't fall the youngster who kicked the bucket and was covered Nor the young lady who passed on and was put close by, Nor the little kid that peep’d in at the entryway, and afterward stepped back and was gone forever, Nor the elderly person who has lived without reason, and feels it with sharpness more terrible than nerve, Nor him in the poor house tubercled by rum and awful issue, Nor the countless slaughter’d and wreck’d, nor the brutish kobo call’d the ordure of humanity†¦ The complex likenesses among Ginsberg and Whitman are unmistakably obvious upon the main perusing. Walt Whitman had the option to open American verse to an a lot more liberated subject and structure, this is something that Ginsberg emphatically grabbed hold of. Whitman was an extreme author during his time and Ginsberg faced comparable challenges in communicating through graceful methods. All through the course, there has been a hidden subject of endeavoring to depict the world in entire just as the individual’s relationship to society. In American culture today it feels as if we are pushing people to â€Å"walk the street less taken. Ginsberg and Whitman I feel are equivalent through their expressive likenesses as well as through their relationship with cultural ethics. Ginsberg in the 1950’s was a ultra radical; he basically was the scholarly reason for the Jack Kerouac â€Å"Beat Generation. † Whitman likewise tested the â€Å"order of humanity† and communicated thoughts unfamiliar to society at the hour of his composition. Cutting edge America is s ignificantly more open to singularity and assorted variety than it was only forty to fifty years back. Crafted by an essayist will extend substantially more in a general public impervious to outside thoughts than it will in a progressively available disapproved of society. Allen Ginsberg’s sonnet A Supermarket in Heaven is a sentimental reverence to the difference in thoughts from the 1850’s to the 1950’s. Ginsberg has a practically supernatural connection to be fused into the snapshot of the world. Whitman wanted to adore and be separated of the world regardless of the world now and again being unlovable. Scratch Flynn in The Captain Asks For a Show of Hands likewise focuses to the requirement for man to have receptiveness towards the world. In the clench hand sonnet of the assortment, haiku (fizzled) Flynn composes: The meager string that hold us here, fastened/or perhaps tied, together, What/do you call it â€telephone? skyline? tune? Tune in/to yourself sing, We are all god’s youngsters/we are on the whole divine beings, we walk the earth These initial lines build up an association between mankind or the need there of, regardless of whether it is a phone wire or melody. Flynn additionally writes in seven declarations (redacted) about the detestations, which happened between the watchmen and Abu Ghraib prisoners. Here again we find that all together for the peruser to leave fulfilled the creator must face a challenge. This particular occurrence was a snapshot of extraordinary disturbance for America, yet like Whitman Flynn still urges to adore and be separated of the world in spite of it now and again being hard to live with. This is found in his sonnet Imagination where he composes, â€Å"†¦the earth/is soil, our bodies earth you/skimming there a hand’s-/width above me, just until/things blow over, that/war, say, Jesus/did we extremely simply dream up everything? It is as though he is stating that paying little heed to insidious all humankind is made out of similar materials in this manner we are totally associated. Contrasting from Whitman and Ginsberg who were seeking to pick up association Flynn is writing to recover that feeling of association. The cracked idea of Flynn’s composing turned into the squeezing subject and objective of the book as he interprets the voices of the media, military and government. We live in a world so wrapped with innovation that it is hard to set up a feeling that all is well with the world and trust between another human. There used to be where a handshake did what needs to be done, that hand is not, at this point legitimate except if it is â€Å"googled† or sent to a research center to guarantee its security. Ginsberg composed during the tallness of American congruity, the 1950’s, when there was still a lot of cultural improvement to be made, particularly concerning social equality. There was for sure a need to break boundaries and rebuild the manner in which America saw its optimal society. Presently, as I think Flynn declares, we have arrived at a place of increased correspondence however our numerous choices have confounded the world overall and left it standing additionally detached. Ginsberg and Whitman’s speculations on society were commonsense while today the development is driven substantially more out of feeling. A considerable lot of the contemporary American artists we have perused battle with either a parent, for the most part their dad or a life partner. Scratch Flynn himself lost his mom to self destruction and met his dad just because at 27 years old while working at a destitute safe house. This may sparkle a more splendid light on why he might be so determined towards increasing a more noteworthy association with society. Terrance Hayes another contemporary composes from s comparable spot in his assortment of sonnets entitled Lighthead. Hayes in Arbor for Butch portrays the repeating idea of the world through the relationship with his dad: I am with my infant child and the man blood says is my dad n a poop inn, and if every one of us is, as I now and then accept, the room we possess, he is a bed utilized until it is recolored. Regardless of whether I realized this first gathering was our last, I would have nothing to offer past the existence I have made without him. I think this is exc eptionally illustrative of an individual’s relationship to a general public. Regardless of the speakers failure to set up an important and critical relationship with his dad his is as yet ready to carry new life into the world. It demonstrates that life is consistently in a steady condition of movement, now and again there are snapshots of connectedness and different occasions it is by all accounts a far off intrigue. Once more, we discover a creator who isn't hesitant to oppose the standards of artistic principle or society. Similarly as Whitman, Ginsberg and Flynn all split away from the norms of beautiful composition does as well Hayes. On the workforce page of Terrence Hayes at Carnegie Mellon University he composes that, â€Å"he tries to a beautiful style that opposes style. † Speaking just with respect to the material read in this course it is apparent that significant composing doesn't accommodate yet rather challenges thought. These musings are likewise not generally as invigorating as the intelligence composed by Whitman, ordinarily I was left with a severe taste about America. Hayes writes in Support the Troops: I understand were it nor for the penances of these little fellows, America would no longer have its wellspring of intensity. I have given impressive idea to your offer, however I essentially can't offer my help. The idea of this sonnet is exceptionally equivocal yet it leaves me with the feeling that he is discontent with America and feels separated from it. Hayes stands himself separated from Ginsberg and Whitman here who recognize the negative viewpoints yet at the same time want to be separated of the â€Å"ordure of (American) humankind. As I close to decision I wanted to incorporate Wallace Stevens since he can build up a perspective that is still beside the standard, yet does it in a significantly more generous way. In the Anecdote of the Jar he composes of a container put in the wild of Tennessee, â€Å"The wild rose ready,/and spread around not, at this point wild. /the container was round upon the ground/And tall and of a port in air. â €  This sonnet was written in 1919 when nature was being changed over however industry in manners that never appeared to be conceivable. It focuses to the possibility that the wild is unmistakable and when people fuse the unnatural with the regular, the wild stops to exist. This is a thought suggestive of the cutting edge earthy person development, however Stevens composed this at the turn of the twentieth century. Wallace Stevens is additionally composing from the imminent of an entrepreneur, he was a legal counselor and VP of the Hartford insurance agency. Americas current fracture seen through crafted by Flynn, portions society in a way where it would appear to be unthinkable for an individual from the entrepreneur world class to compose significantly on the creative mind or wild as did Stevens. Through the works examined in this exposition there has built up a pervasive subject of association not exclusively to society yet additionally to the world. Starting with Whitman there has been a lot of hazard taken so as to get over a thought. Over the span of Am

Friday, August 21, 2020

Tips For Writing a Paper That You Can Be Proud Of

Tips For Writing a Paper That You Can Be Proud OfHow to write a 500 word essay about yourself? You might be wondering what's the point of writing a paper that you would be submitting for an exam. But writing such a small text can be quite tedious especially if you don't have experience in this field.It would probably be a big shock to most students who look at their papers but there are actually some effective ways to do it that actually makes it more exciting. By following these methods, students can really get carried away and actually make their paper lively without necessarily having to work really hard to do so.The first tip is to write your own personal content as opposed to just quoting or rehashing from books and sources. Do remember that this type of writing may be quite confusing to some students. And they will have to spend a lot of time doing research to understand the concept. So having your own personal points can help them realize that they can relate their own content to the topic.Another tip that students can utilize in order to keep it interesting is to use big picture. While writing about yourself, always try to include the big picture to the paper and then you can start connecting your subject to that big picture. And then you can really begin to get your writing flowing and you can actually make the research on your own little easier.If you think you are not too good at writing a paper then try writing one as an example for your fellow classmates. You can be sure that it will be a big challenge but students who have been struggling with this would really find it worth their effort and time. They can easily start to feel the impact of the writing material as well as get ideas from it.The last tip that students can really incorporate into their writing is to always keep the end purpose of the paper in mind. As long as you keep in mind what the end purpose of the paper is and try to avoid making your paper seem like it's a recap of previous wo rks, you can be sure that you will be able to make your paper much more interesting.And lastly, students can also utilize the benefits of research materials in order to make their papers more interesting. They can actually utilize their grade books and reference books in order to write about themselves.These are only a few tips in order to make the task of writing a 500 word essay about yourself easier. It's only when students get involved in the process that they can actually achieve the best out of it.

Tuesday, May 26, 2020

Can This Marriage Be Saved - 804 Words

Can This Marriage Be Saved - Answers You Need to Hear By Catherine R King | Submitted On February 22, 2014 Recommend Article Article Comments Print Article Share this article on Facebook Share this article on Twitter Share this article on Google+ Share this article on Linkedin Share this article on StumbleUpon Share this article on Delicious Share this article on Digg Share this article on Reddit Share this article on Pinterest Expert Author Catherine R King Divorce happens, this we know. About half of all marriages will end because of irreconcilable differences, and that is a well known statistic that we dread. Sometimes it may feel hopeless, as you try to ignore your suspicions but only face one disappointment after another. Maybe it seems as if your partner is unwilling to work with you. It feels like you re battling the inevitable. Can this marriage be saved is certainly the resounding thought in your mind. How It Used to Work Back in the Old Days You want things the way they used to be, that is quite understandable. Like most of us, you probably heard your parents or grandparents say, Till death do us part. Back in the day, people tried harder to stay together. Today social norms have changed; there are more divorces in the modern age than there ever were in previous decades. It s not a question of can this marriage be saved; anything could be forced to work. It s should it be saved? Relationships that involve physical violence or emotionalShow MoreRelatedThe Moral View Of Homosexuality1708 Words   |  7 Pagesin existence. This argument has been viewed by philological experts and people all over the world for centuries and it continues to be a major argument today. The moral view of homosexuality has many arguments, but the arguments that are going to be mentioned are the normative ethics argument, the argument on why the moral law is true when it comes to homosexuality, and why homosexuality should be viewed immoral in today’s world. The normative ethics argument against gay marriage states how oneRead MoreShould Gay Marriage Be A Hot Button Issue?944 Words   |  4 PagesGay marriage has been and is continuing to be a hot-button issue in America for some time now in which both sides have strong and passionate support. To say the least hysteria and outrage has ensued leading to discrimination against a whole community of people. Questions like â€Å"Is homosexuality genetically caused or is it by choice?† have been one of the main debating points. Everyone has an opinion on this question but few valid scientific answers have been provided but this could start to changeRead MoreA Critique of Eric Bartels My Problem with Her Anger Essay912 Words   |  4 PagesEnglish W131 Mrs. Dunn 18 October 2012 A Critique of Eric Bartel’s â€Å"My Problem with Her Anger† When most people get married, they go into the marriage with the expectations and hopes that everything will go as planned, that they will always get along, and that the responsibilities will be evenly divided between both spouses. And for two working spouses who have children, they share the expectation that no one parent will be more of a caretaker than the other. Eric Bartels, a feature writerRead More Chaucers Canterbury Tales - Marriage as Portrayed in Merchants Prologue and Tale1193 Words   |  5 PagesMarriage as Portrayed in The Merchants Prologue and Tale  Ã‚   The story of Januaries marriage to May and her subsequent infidelity with Damyan allows for not only Chaucers view of marriage to come through, but also includes the opinions of contemporary writers. Chaucer allows his views to be made known as the narrator and his views could also be said to infiltrate the speeches of the Merchant. Justinus and Placebos views are also accounted for as the fictional characters also air their opinionsRead More The Effect of Pride and Prejudice on Darcy and Elizabeths Relationship1366 Words   |  6 Pagescalled The Bennetts. This is one of the main families in the book. The whole novel is almost based around this family. In this family there is, Mr Mrs Bennett, Jane, Elizabeth, Mary, Lydia, and Kitty. There are five daughters. Mrs Bennett is very determined to get her daughters married to someone with a lot of money. An entail is to limit the inheritance of property or estate to a specified succession of heirs. A good marriage is very important for everyone. This is because the personRead MoreEvolution Of Male Dominance Throughout A Doll s House1416 Words   |  6 Pages the audience is guided through a dictatorship masked by the word â€Å"marriage†. The setting of the play is in Norway, where the Helmer family lives together in a patriarchal society around the late 1870’s. Nora and Torvald Helmer appear to be a delightful couple. However, as the novel progresses, it is easily seen that there are major problems in their marriage. Torvald’s male dominance slowly diminishes in his superficial marriage to Nora and he soon gains knowledge over a touchy implication.Torvald’sRead MorePortrayal Of Women : A Closer Look At Sleeping Beauty1527 Words   |  7 Pageswitches and ogress usually perish in the end whereas, beautiful, patient and good maidens are saved by charming princes who marry them and live happily ever after. This paper will analyze the French author, Charles Perrault’s fairytale version of â€Å"Sleeping beauty in the woods† to determine the feminine roles as portrayed by the heroines. Perrault’s fairytale version of â€Å"Sleeping beauty† To summarize this tale, Perrault tells the story of a king and his wife who were blessed with a very beautiful girlRead MoreAnalysis Of The Affordable Care Act1331 Words   |  6 Pagesunder the Obamacare program now risk losing access to birth control benefits due to the Trump administration draft rule which now allows basically any employer to file a religious exemption from the mandate. This is the first step at dismantling the Affordable Care Act mandate that has saved Americans citizens billions of dollars on health-care and stripping away womens rights to seek to reproductive health care. Robert Pear in his article, â€Å"Draft Rule Makes It Far Easier to Deny Coverage for BirthRead More The Character of Torvald Helmer and Nils Krogstad in A Dolls House1498 Words   |  6 Pagesbelieve this unless he had some suspicion of her past influence? A further hint comes when Helmer remarks: I pretend were secretly in love--engaged in secret--and that no one dreams that theres anythi ng between us. Why does he want that? Is this not a reference to the conflict of interest regarding her father? Lastly, after reading Krogstads letter, almost immediately Noras father comes to mind; he exclaims, So this is what I get for condoning his fault! I did it for your sake, and this is howRead More Henrik Ibsens A Dolls House Essay1067 Words   |  5 Pages Marriage is a forever commitment between two individuals to love one another but marriages dont always have the fairytale happy ending. In Henrik Ibsens play A Doll House, Nora and Torvald Helmer learn some things about their marriage that they had not realized before. Nora Helmer discovers Torvald, herself, her marriage, as well as her own identity as a woman. Nora Helmer, the wife of Torvald Helmer, throughout the whole play has been keeping a secret from her husband. A few years

Friday, May 15, 2020

Major General Alexander Hayes in the Civil War

Born July 8, 1819, at Franklin, PA, Alexander Hays was the son state Representative Samuel Hays.  Raised in northwestern Pennsylvania, Hays attended school locally and became a skilled marksman and horseman.  Entering Allegheny College in 1836, he left the school in his senior year to accept an appointment to West Point.  Arriving at the academy, Hays classmates included Winfield S. Hancock, Simon B. Buckner, and Alfred Pleasonton.  One of the best horsemen at West Point, Hays became close personal friends with Hancock and Ulysses S. Grant who was a year ahead.  Graduating in 1844 ranked 20th in a class of 25, he was commissioned as a second lieutenant in the 8th US Infantry. Mexican-American War As tensions with Mexico increased following the annexation of Texas, Hays joined Brigadier General Zachary Taylors Army of Occupation along the border.  In early May 1846, following the Thornton Affair and beginning of the Siege of Fort Texas, Taylor moved to engage Mexican forces led by General Mariano Arista.  Engaging at the Battle of Palo Alto on May 8, the Americans won a clear victory. This was followed the next day by a second triumph at the Battle of Resaca de la Palma.  Active in both fights, Hays received a brevet promotion to first lieutenant for his performance.  As the Mexican-American War ensued, he remained in northern Mexico and took part in the campaign against Monterrey later that year. Transferred south in 1847 to Major General Winfield Scotts army, Hays took part in the campaign against Mexico City and later aided Brigadier General Joseph Lanes efforts during the Siege of Puebla.  With the end of the war in 1848, Hays elected to resign his commission and returned to Pennsylvania.  After working in the iron industry for two years, he traveled west to California in the hopes of making his fortune in the gold rush.  This proved unsuccessful and he soon returned to western Pennsylvania where he found work as an engineer for local railroads.  In 1854, Hays moved to Pittsburgh to commence employment as a civil engineer.   The Civil War Begins With the beginning of the Civil War in April 1861, Hays applied to return to the US Army.  Commissioned as a captain in the 16th US Infantry, he left this unit in October to become colonel of the 63rd Pennsylvania Infantry.  Joining Major General George B. McClellans Army of the Potomac, Hays regiment traveled to the Peninsula the following spring for operations against Richmond.  During the Peninsula Campaign and Seven Days Battles, Hays men were predominantly assigned to Brigadier General John C. Robinsons brigade of Brigadier General Philip Kearnys division in III Corps.  Moving up the Peninsula, Hays took part in the Siege of Yorktown and the fighting at Williamsburg and Seven Pines.  Ã‚  Ã‚  Ã‚   After participating in the Battle of Oak Grove on June 25, Hays men repeatedly saw action during the Seven Days Battles as General Robert E. Lee launched a series of attacks against McClellan.  At the Battle of Glendale on June 30, he earned high praise when he led a bayonet charge to cover the retreat of a Union artillery battery.  In action again the next day, Hays helped repel Confederate attacks at the Battle of Malvern Hill.  With the end of the campaign a short time later, he departed for a month of sick leave due to partial blindness and paralysis of his left arm caused by combat service. Ascent to Division Command With the failure of the campaign on the Peninsula, III Corps moved north to join Major General John Popes Army of Virginia.  As part of this force, Hays returned to action in late August at the Second Battle of Manassas.  On August 29, his regiment spearheaded an assault by Kearnys division on Major General Thomas Stonewell Jacksons lines.  In the fighting, Hays received a severe wound in his leg.  Taken from the field, he received a promotion to brigadier general on September 29.  Recovering from his wound, Hays resumed active duty in early 1863.  Leading a brigade in the Washington, DC defenses, he remained there until late spring when his brigade was assigned to Major General William Frenchs 3rd Division of the Army of the Potomacs II Corps.  On June 28, French was transferred to another assignment, and Hays, as the senior brigade commander, took command of the division. Serving under his old friend Hancock, Hays division arrived at the Battle of Gettysburg late on July 1 and assumed a position towards the northern end of Cemetery Ridge.  Largely inactive on July 2, it played a key role in repelling Picketts Charge the next day.  Shattering the left side of the enemy assault, Hays also pushed part of his command out to flank the Confederates.  In the course of the fighting, he lost two horses but remained uninjured.  As the enemy retreated, Hays flamboyantly seized a captured Confederate battle flag and rode before his lines dragging it in the dirt.  Following the Union victory, he retained command of the division and led it during the Bristoe and Mine Run Campaigns that fall.   Final Campaigns In early February, Hays division took part in the abortive Battle of Mortons Ford which saw it sustain over 250 casualties.  Following the engagement, members of the 14th Connecticut Infantry, which had sustained the bulk of the losses, accused Hays of being drunk during the fighting.  Though no evidence to this was produced or immediate action taken, when the Army of the Potomac was reorganized by Grant in March, Hays was reduced to brigade command.  Though unhappy with this change in circumstances, he accepted it as it permitted him to serve under his friend Major General David Birney.   When Grant commenced his Overland Campaign in early May, Hays immediately saw action at the Battle of the Wilderness.  In the fighting on May 5, Hays led his brigade forward and was killed by the Confederate bullet to the head.  When informed of his friends death, Grant commented, He was a noble man and a gallant officer.  I am not surprised that he met his death at the head of his troops.  He was a man that would never follow, but would always lead in battle.† Hays remains were returned to Pittsburgh where they were interred in the citys Allegheny Cemetery.

Wednesday, May 6, 2020

Literary Criticism Of Oscar Wilde s The Canterville Ghost...

Analysis of characters, plot and literary criticism of Oscar Wilde’s Novel â€Å"The Canterville Ghost† and â€Å"The Picture of Dorian Gray† Oscar Wilde was an Irish playwright, novelist, poet, and critic. He is viewed as one of the best dramatists of the Victorian Era. Besides literary accomplishments, he is also famous, or perhaps or notorious, for his intelligence, showiness, and affairs with men. He was tried and imprisoned for his homosexual relationship (then considered a crime). In the wake of writing in various structures all through the 1880s, he found the opportunity to be one of London s most acclaimed dramatists in the mid-1890s. Wilde was aptitude in the genre of drama, short story, criticism, dialogue and journalism. He has also written many poems in his lifetime. Oscar Wilde is also known for his many novels and poetic masterpieces. Oscar Wilde is best known for the novel â€Å"The Picture of Dorian Gray†, the play â€Å"The Importance of Being Earnest† and a novel â€Å"The Canterville Ghost†. â€Å"The Canterville Ghost† is Wilde’s one of the best novel. This novel is unlike any other novel. In this novel, Oscar Wilde tries to create a new genre that is the fusion of horror and comedy in the storyline. â€Å"The Canterville ghost† is a short story about the haunted mansion with a ghost. The novel begins with a warning to Otis Family, who wants to move into Canterville Chase. Mr. Otis ignores the warning and moves with his family into the mansion anyways. Mrs. OtisShow MoreRelatedLiterary Analysis Of Oscar Wilde s Work Essay1786 Words   |  8 Pages Literary Analysis of Oscar Wilde’s work. Oscar Wilde was an Irish playwright, novelist, poet, and critic. He is viewed as one of the best dramatists of the Victorian Era. Besides literary accomplishments, he is also famous, or perhaps infamous, for his intelligence, showiness, and affairs with men. He was tried and imprisoned for his homosexual relationship (then considered a crime). In the wake of writing in various structures all through the 1880s, he

Tuesday, May 5, 2020

General Purpose Financial Reporting - Free Samples to Students

Question: Discuss about the General Purpose Financial Reporting. Answer: Introduction A large company has a large number of stakeholders who are interested in the financial information of the affairs of the company. The shareholders are owners of the company and can be thousands of lakhs in numbers for any big company. Now it will be practically impossible for the company to provide a copy of financial information of the company to each and every shareholder of the company. Thus the financial statement is made available on the internet and various other public sources. The various another stakeholder of the organization that is interested in the financial information of the company is loan providers, creditors, and investors which want to know the financial position of the company for purpose of their various needs. The financial reporting requirement does not bind the company to present every business activities of the company. The company has to give the financial data of the company which will be helpful in predicting the future of the company. Any financial inform ation that reflects change in the assets and liabilities of the company or the future existence for the company should be considered as material and reflected separately in the financial statements(Walker, 2013). Objective of general purpose financial reporting and characteristic of financial information as per CF The qualitative characteristics help in differentiating the material aspect of the financial information with the non-material aspect. It helps in identifying that which financial data is important for the users of the financial information of the company so that that should be presented in the financial reporting requirement of the Useful financial information. The qualitative aspect applies to the general purpose financial statements well as financial information presented otherwise. The various characteristics of the financial information which determines the qualitative characteristic of the financial statements are as follows : Materiality: The materiality of financial information means that its capacity to influence the decision of the user of the financial statement. Relevance: the financial information presented should be related to the need of the users of the financial statements. It should not contain information that is not relevant to the users of financial information and making financial statement unnecessary long. Comparability: the information provided in the financial statements should be in the generally accepted format so that it can be compared with the financial information of other companies. Faithful representation: the financial information should be presented with integrity and should not contain fake data which can mislead the users. Ansell Limited is a healthcare company that provides healthcare service and manufacture and sells high-quality products for protection of human beings at the workplace. Ansell Limited mainly deals in providing protection equipment for the industrial workers from the accidents that can happen at the workplace while working. Ansell Limited also conduct time to time awareness programs for educating dentists, physicians, and nurses from in different hospitals. These programs are conducted to enhance the capability of these professionals and to aware them about the various new challenges that are emerging from time to time. The criteria of the disclosure requirements for PPE are defined in the AASB 116. It requires the company to disclose the information about the Property, Plant, and Equipment. The various information that is required to be disclosed as per AASB 116 is as follows : The depreciation method used. The base for measuring the gross amount of the asset. Useful lives of the asset. The gross value of the asset and the accumulated depreciation of the asset. Reconciliation of the gross value of the asset from the beginning of the period till the end. In the annual report of the Ansell Limited for the years ending 2016, all the requirements of AASB 116 have been met by the finance departments while preparing the financial statement of the company. The useful life of the assets of different blocks has been separately mentioned in the financial statement. The depreciation method used by the company is the straight-line method. The gross carrying amount is calculated by deducting the accumulated depreciation and adjusting any impairment loss or gain from the cost of the asset at the time of purchasing the plant or Equipment. the cost incurred afterward are either included in the assets or mentioned as separate assets and then depreciated accordingly. The depreciation is charged to the useful life of the asset as per straight-line method(Ansell, 2016). The extent to which the company has meet the regulation of PPE and recommendation of improvement As per the findings mentioned in the Answer B, the Ansell Limited has met the criteria of the AASB 116 reporting requirements. The discloser that is mentioned in the AASB 116 that is required to be disclosed by the company has been reported by the Ansell Limited. The method adopted for Calculation of depreciation and the method used to determine the carrying amount of the asset have been laid down in the annual report of the Ansell Limited(Deloitte, 2010). The Fundamental Qualitative Characteristics of the Financial reporting states that the financial statement of the company should be presented with full integrity and the financial data should be relevant to the users of the financial statement. Ansell Limited has stated the information of the assets in the Annual Report of 2016 as per the Disclosures laid down in the AASB 116. The Annual report of the Ansell Limited given all the relevant calculation and financial information with full integrity. The material aspect of the company has been shown in details in notes to account for the Financial Statements. The materiality concept of the fundamental Qualitative Characteristic of the general purpose financial statement is incepted into the AASB 116. Fixed assets of the company are a very important element of the organization and can seriously affect the decision of the users of the financial statement. False information of the assets can show the different financial position of the company(Accounting, 2014). The enhancing Qualitative characteristic states that the comparability of the financial information of the company should be made easily with the financial information of the other companies. The financial statement of Ansell Limited is prepared and presented in the general format which is used by the other companies listed on the ASX. This format will make it easy for the users of the financial statement of the Ansell Limited to compare the Data with other companies. The data Ansell limited can be compared with the previous year data as the Annual report contain data of previous as well as the present year. The disclosure on the Property, Plant and Equipment that are laid down by AASB 116 provide detail reporting of the financial information about the asset of the company. Assets are an important part of any organization and help in identifying the financial position of the company by various users of the financial statement. The AASB 116 complies fully with the objective of the general purpose financial reporting. As the object behind the general purpose financial reporting is to provide the users of the financial information about the financial position of the company and its affairs. The AASB 116 provides complete information about the assets of the company in the general purpose financial statement. The useful life of the asset over which the depreciation is to be apportioned (Bradbury, 2008). Conclusion The conclusion from the above discussion can be made that the AASB 116 (Property, Plant and Equipment) provide complete information of the plant, property etc to the users of the financial statement. The basic objective of the general purpose financial statement is to give true and relevant information to the users of the financial statement. Therefore it can be assumed that the basic objective of the financial statement is achieved by the AASB in the field of assets reporting of the company. For the further improvement of the AASB 116 with the scope of the objective of the general purpose financial statement, the block of assets of the company should be showing the list of the assets that are covered in the block. The change in method of depreciation should be reported and the effect of such change in the method on the financial statement should be reported by the company. Bibliography Accounting, A. (2014). Property, Plant and Equipment. Retrieved September 18, 2017, from Compiled AASB Standard AASB 116: https://www.aasb.gov.au/admin/file/content105/c9/AASB116_07-04_COMPjun14_07-14.pdf Ansell. (2016). Annual Report 2016. Retrieved September 18, 2017, from Ansell: https://www.ansell.com/-/media/Corporate/MainWebsite/About/Investor-Center/Annual-Report-2016/Annual-Report-to-Shareholders-2016.ashx?la=en Deloitte. (2010). Conceptual Framework for Financial Reporting 2010. Retrieved September 18, 2017, from Deloitte: https://www.iasplus.com/en/standards/other/framework Walker, R. G. (2013). Objectives of Financial Reporting. Retrieved September 18, 2017, from Wiley Online Library: https://onlinelibrary.wiley.com/doi/10.1111/j.1467-6281.2003.00137.x/full Bradbury, M.E., (2008). Fifty?seven Curious Defects in Haswell and Langfield?Smith (2008): A Comment.Australian Accounting Review,18(4), pp.287-293.

Monday, April 13, 2020

Ethical Leader Characteristics

In spite of the widespread study that focuses on leadership, the issue of ethical leadership continues to be challenged with inconsistencies, paradoxes, and contradictions. Desire to have ethical leaders has led to numerous changes in leadership styles. One of the recent leadership styles is transformative leadership.Advertising We will write a custom essay sample on Ethical Leader Characteristics specifically for you for only $16.05 $11/page Learn More Caldwell et al., posit, â€Å"One benefit of becoming a transformative leader is that greater trust will be developed between the leader and their followers† (2012, p. 176). Indeed, â€Å"†¦leadership is more about the followers than it is about the leader† (Bennis Caldwell et al. 2012, p. 176). Without followers, there can be no leader. An individual becomes a leader if he or she has a group of people that he mobilizes to pursue a mutual objective. Bennis and Nanus allege, â€Å"To me rit the trust of organizational stakeholders, the leaders of tomorrow’s organization must raise their standards, demonstrate their character and meet the expectations of a cynical but increasingly complex world† (2007, p. 123). Bennis and Nanus posit that for a leader to succeed one ought to entrust cohorts with activities, transform the cohorts into leaders, and transform the leaders into instruments of change. The sentiment proves that for a leader to succeed, he or she has to depend on his followers. A leader can hardly succeed in achieving organizational goals without drawing the followers close. The role of a leader is to oversee organizational operations and give advice on areas that require changes. Consequently, a leader has to rely on followers for all organizational activities. Caldwell et al. (2012) formulated a â€Å"transformative leader† model that leads to ethical leadership by emphasizing on the importance of ethical practices like charisma, humil ity, values, principles, and servant leadership as some of the tenets of a transformative leader. According to Caldwell et al. (2012), a transformative leader is a servant leader. The leader ought to devote his or her attention to the interests of his or her subjects. Caring about others is one of the organizational ethics. Charisma refers to the ability of a leader to inspire others. By emphasizing on charisma in their â€Å"transformative leader† model, Caldwell et al. implies that a leader ought to establish a cordial relationship with followers. Charismatic leaders back an exceedingly moral purpose. Hence, a leader that meets the model would surely be ethical.Advertising Looking for essay on business economics? Let's see if we can help you! Get your first paper with 15% OFF Learn More Mayer et al. allege, â€Å"A good ethical leader should first of all be truthful to themselves before they can effectively lead others† (2012, p. 152). Without moral id entity, it would be difficult for a leader to become an ethical example. Moral identity is associated with good behavior like charitable giving. A leader with moral identity treats all the followers with equality and is trustworthy. Conversely, a leader that does not have moral identity exhibits unethical features like dishonesty and greed. Hence, such a leader does not portray ethical behavior and cannot be an ethical example to cohorts. Employees learn through observing their leaders. Hence, majority of the employees borrow their behaviors from their leaders (Mayer et al. 2012). A leader without moral identity would lead to employees becoming corrupt. Such a leader lacks self-regulatory mechanisms, which promote ethical behaviors. Consequently, he portrays unethical behaviors, which he or she transfers to cohorts. For leaders to promote ethical behavior in organizations, they need to appreciate all the followers that behave in an ethical manner and reprimand, or even punish those that behave unethically. Punishing followers that behave unethically would go a long way towards promoting ethical behavior in an organization. Rewarding employees that behave ethically would not have a significant impact in promoting ethical behavior (Fielder 1986). For instance, some followers could be using their unethical behavior to enrich themselves at the expense of the organization. In such an instance, rewarding followers that behave ethically would not deter the unethical followers from pursuing their immoral activities. Nevertheless, punishing such employees by dismissing them, imposing enormous financial penalty, or withholding their salaries would compel them to change their behavior. Majority of the employees struggles to get jobs (Fielder 1986). After getting the job, they settle down and forget the challenges they faced when looking for a job. Eventually, they cease to appreciate their employment and engage in activities that are detrimental to an organization. The b est way to prevent such cases happening in an organization is to impose severe punishment on employees or cohorts that behave unethically. This would discourage the employees from engaging in unethical behavior.Advertising We will write a custom essay sample on Ethical Leader Characteristics specifically for you for only $16.05 $11/page Learn More While this may sound plausible theoretically, it does not manifest itself in most cases. Even though some followers refrain from unethical behavior due to fear of losing jobs, those that benefit from the behavior hardly abandons it despite the threat of facing severe punishment. In most cases, such threats only intensify their behavior as they try to reap enough before facing the punishment or losing their jobs. In other cases, such followers change their ways of propagating unethical behavior to avoid being noticed by their leaders. Hence, the organization continues incurring mysterious loses that it cannot b lame on a particular follower. There is a strong relationship between transformative leadership and trait theories of leadership. Trait theories focus on personal characteristics like personality, decisiveness, cooperativeness, and persistence (Derue et al. 2011). A leader with these features is likely to be successful. On the other hand, a transformative leader uses his or her traits to influence others. For instance, the leader applies his or her decisiveness to win trust from cohorts. A decisive leader makes followers believe in goals they are pursuing, thus, dedicating their energy to the goals. Similarly, individual’s personality determines if one gains support from their followers. Furthermore, transformative leadership is associated with the contingency theory of leadership effectiveness. The theory suggests, â€Å"Leadership effectiveness depends on the interaction of two factors: the leader’s task or relations motivation and aspects of the situation† (F ielder 1986, p. 34). Relations motivation is determined using coworkers that a leader prefers least. If the coworkers score high, it implies that the leader has managed to transform the workers into embracing organizational goals. On the other hand, if they score low, it means that the leader has not transformed the workers. In other words, employee commitment depends on the level of transformation a leader instills in them. The concept of moral identity discussed in â€Å"transformative leader† model devised by Mayer et al. (2012) aligns with trait theories of leadership. Trait theories of leadership focus on personal aspects like personality, judgment, sociability, decisiveness, and socioeconomic background. These aspects influence how a leader behaves. For instance, one’s judgment and personality are what determine if a leader becomes compassionate, caring, and honest. On the other hand, moral identity is what makes leaders exhibit certain traits. Hence, moral ident ity leads to either ethical or unethical traits.Advertising Looking for essay on business economics? Let's see if we can help you! Get your first paper with 15% OFF Learn More Reference List Bennis, W Nanus, B 2007, Leaders: Strategies for taking charge (2nd ed.), Harper-Collins, New York. Caldwell, C, Dixon, R, Floyd, L, Chaudoin, J, Post, J Cheokas, G 2012, ‘Transformative Leadership: Achieving Unparalleled Excellence’, Journal of Business Ethics, vol. 109 no. 2, pp. 175–187. Derue, D, Nahrgang, J, Wellman, N Humphrey, S 2011, ‘Trait and behavioral theories of leadership: integration and meta-analytic test of their relative validity’, Personnel Psychology, vol.64 no. 1, pp. 7-52. Fielder, F 1986, ‘The contribution of cognitive resources to leadership performance’,  Journal of Applied Social Psychology, vol. 16 no. 1, pp. 532–545. Mayer, D, Aquino, K, Greenbaum, R Kuenzi, M 2012, ‘Who Displays Ethical Leadership, and Why does it Matter? An Examination of Antecedents and Consequences of Ethical Leadership’, Academy of Management Journal, vol. 55 no. 1, pp. 151–171. This essay on Ethical Leader Characteristics was written and submitted by user Cailyn Cruz to help you with your own studies. You are free to use it for research and reference purposes in order to write your own paper; however, you must cite it accordingly. You can donate your paper here.

Wednesday, March 11, 2020

Mcdonalds marketing plan Essays

Mcdonalds marketing plan Essays Mcdonalds marketing plan Essay Mcdonalds marketing plan Essay McDonalds will continue to increase its annual revenue and stock prices over the next five years. The purpose of this report is to show my working knowledge of the 4 As of marketing. Please evaluate this report and prepare for discussion on Wednesday. Product The corporate strategy for McDonalds product is a threefold approach using strategic flexibility. The three components are permanent, temporary, and local product. Each layer of the product strategy fulfills a distinct purpose. The main purpose of the permanent items is to ensure that there is always something familiar or consumers on the menu (1). The temporary products function as a development strategy to give customers a new experience and to experiment with products that may become permanent (1). As McDonalds expands internationally, the local products have been created to meet consumer demands in particular markets (1). The way that McDonalds implements its business level strategy is through product differentiation, such as the companys response to criticism and the publics of popular menu items, such as the Egg White Delight McMullen, which succeeds in cutting fat and calorie count (2). On a functional level, products such as the Microbial Tagging, available across Morocco, serve to support the strategic flexibility of McDonalds corporate strategy. When you walk into a McDonalds no matter where you are in the world the restaurant should connect to the local culture, said company representative Leslie Rose. So when you look at our menus Youll find food that reflects local taste preferences (3). Price The corporate pricing strategy for McDonalds is based on low price/high volume. Effective pricing is a main component but the company also realizes the importance f value- people enjoy McDonalds food which is a big part of repeat business. The best pricing in the world will not sell a product if the consumer does not perceive value in what they are purchasing (4). This strategy is implemented on the business level by the McDonalds Value Menu. The items on the Value Menu often serve as loss leaders in order to sell other products which are profitable (4). On a functional level, prices are contingent on competitors, such as Wendy. Wends has started advertising its lower-priced items more aggressively this year and came out with a ewe value menu (5). This has resulted in expansion of the popular dollar menu and continued efforts to compete with the offerings from other chains, such as the creation of the McDonalds dollar breakfast menu (6). A McDonalds spokesman, Bill Whitman, said the menu isnt aimed at repelling rivals, but several of McDonalds test sites are the same markets where Wends is entering into the breakfast business (6). Place The corporate strategy for McDonalds concerning place is a push and pull strategy. The major focus is on push- that is, opening restaurants all over the U. S. , both in ties and on highways as well as expanding internationally. This strategy has been so successful at discovery and exploitation of new business opportunities that the McDonalds business model has become the norm for other franchise organizations (7). The business level strategy can be seen in the expansion of McDonalds across China. McDonalds should open an outlet a day in China as it challenges Yum! Brand for dominance in Saiss economy (8). We should be opening a restaurant every day in the next three to four years in China, said Peter Iredell, company president for Asia. On a functional level, the company is also branching out to the internet. Americans will soon be able to order and pay from their mobile phones as McDonalds is currently testing a mobile payment application (7). McDonalds is hoping to capitalize on this new market as they develop this technology to ignite growth at a time when many Americans are eating out less (7). McDonalds vies to be successful by using a place strategy of adaptation and innovation, coming up with fresh products and services to address the needs of a diverse consumer market?as shaped by demographic, economic and local factors around the world (7). Promotion Strategy The corporate strategy for McDonalds for promotions is summed up in one word: saturation. McDonalds again utilizes a push strategy by using a variety of mediums for promotions: logos, billboards, mascots, packaging, and mass media. Mascots are used to promote good will for the company and their appearance also cause an the restaurants have begun promoting healthy menu items. This was likely sparked by the government requirements that restaurants such as McDonalds make public the nutritional facts of their food (4). Turning this into a positive, they have added healthy items to the menu and emphasized them both in an effort to appeal to a new market segment. This also downplays the less than positive nutritional facts of many of their traditional menu offerings (4). On a functional level, this promotion strategy functions through the use of temporary menu items, such as the Mighty Wings, which will be available only during football season (10). This expands upon the partnership between the NFG and McDonalds by using the NFG to promote the Mighty Wings (10). The traditional McDonalds customers eating habits may have changed, but the menu has also changed to accommodate them. This is marketing that evolves in relation to the changing needs of loyal customers (4). This adaptability combined with using traditional print media, characters, and product placement, allows McDonalds to implement its saturation promotion strategy. Threats One of the threats to McDonalds growth in the future is the creation and growth of fast food workers unions, which call for increases in benefits and minimum wage. If these demands are met, the company may have to reduce its staff to accommodate the larger wages (11). The Service Employees International Union in 2013 has helped establish a new union in at least six cities where the union and community advocacy groups have been organizing fast-food strikes (11). McDonalds will also have to continue to implement strategies within product, price, place, and promotion in response to the challenges brought by its competitors in the fast food market. Opportunities Opportunities for McDonalds in the future include: the continued expansion of the companys current product line, such as the Mighty Wings, to attract customers and the continued expansion of the popular dollar menu to compete with the offerings from other chains (6). Also, the expansion into new markets such as China and mobile applications should allow for continued growth. Responding to criticism and the publics increasing desire for healthier items by continuing to develop healthy versions of popular menu items, such the Egg White Delight McMullen. Another opportunity is the continuation of efforts to capitalize on promotions that have been successful for competitors, such as offering coupons to consumers to entice them to try new menu items. Prognosis The overall fiscal health of McDonalds over the past 1 5 years has followed a fairly insistent trend with revenue continuing to rise each year. The exception was from 2008 to 2009, where overall revenue decreased by 1. 7 percent (12). From 2009 to 2012, revenue has again continued to increase each year (13). Stock prices from the NYSE have followed the same trend of increasing during this period, from 64. 75 in 2009 to 102. 22 in 2012 (13). McDonalds also occupies the status as the largest single major player in terms of market share among fast food companies as outlined below (12). The overall trend that can be expected that using and expanding upon its product, annual revenue and stock prices over the next five years. Conclusion McDonalds will have to find a solution to the problem raised by fast food workers unions and strikes, but this may not be detrimental to growth. The company says it has not felt an impact from the strikes (11). With the high turnover rates of this type of employee, many have concluded that these unions will not be successful (11). The three-fold approach of McDonalds to product strategy ensures that there something familiar, provides avenues for new experiences, and creates room for local products. The price strategy focus on low price/high volume emphasizes both effective pricing and perceived value. A combination of adaptation and innovation, the push place strategy focuses on opening new franchises in the U. S. And abroad. By entering emerging markets and creating new technology, McDonalds can continue to expand. McDonalds saturation approach in its promotion strategy allows the company to remain both visible and able to respond to changing consumer tastes. If McDonalds continues to implement and expand upon its current corporate strategies then continued growth of revenue and market share can be expected.

Sunday, February 23, 2020

Events Marketing Management Assignment Example | Topics and Well Written Essays - 3750 words

Events Marketing Management - Assignment Example The main purpose of this paper is to write a Marketing Plan and Plan Report for a launch event of a new Master programme in Events Marketing Management. The event shall take place on London Metropolitan University premises in June 2006. The underlying assumption is that there will be launch of the programme in June 2006, and the main goal of promotion marketing plan is to make positive public opinion and awareness towards Programme launch by this date. The London Metropolitan University needs to implement an integrated marketing plan to achieve a level of 100% enrolment at the Course during its first year, in order to do this it need to strategically categorise the potential students into various segmented areas. Consideration also needs to be given to the large number of students who have not decided on whether they want to join the Course. The plan advises what methods need to be used along will how they need to be implemented to obtain the overall objectives of the plan. The theoretical part or this paper will analyse the plan written in terms of academic marketing theory. Following are the key terms and concepts explained; they could be found over marketing plan in order of appearance. The main distinction of this marketing plan is in its core objective - promotion and marketing of new Master's programme. Since it is not a tangible product or service, some characteristic points will be considered further. Context Analysis determines the overall strategic direction, it must be a "comprehensive and through analysis of the background situation"1, therefore consideration must be given to the market, customer, company (internal) and general environment (external) contexts. 2 It examines the 'marketplace and the company's preferred overall approach to achieving its objectives in the light of market conditions and competitor behaviour"3. . Promotional Objectives These are specific 'goals' that need to be achieved during the timescale of the overall plan. It is important that these 'goals' are clearly understood and accepted by everybody involved. All of these 'goals' need to be measurable in order for the organisation to establish whether they have achieved the overall goal. The 'SMART' objectives are a set of guidelines to assist in measuring goals.4 (Appendix 1) Corporate Objectives The corporate objective is normally included within the mission -statement and normally stems from the purpose of the organisation. Marketing Objectives "Marketing communication objectives are specific communications tasks to be achieved among a defined audience to a defined extent and within a specific time frame" Communication Objectives should "Enhance the image or reputation of a product or where promotional efforts are seen as a

Friday, February 7, 2020

UPS and Global Marketplace Term Paper Example | Topics and Well Written Essays - 2000 words

UPS and Global Marketplace - Term Paper Example The globalization has changed the world of logistics. In this paper I will be focusing on one of the largest logistics firm named UPS and will try to highlight on some of the key issues like their competencies, strategic transformations, customer-focused service and eco friendly activities. UPS in brief UPS is a process based firm and it was founded in the year 1907 in Seattle, Washington. It is basically a package delivery company headquartered in Sandy Springs, Georgia, United States. UPS is well known for its brown cars. It also operates its own airline. The essential part of it is that it provides the product as its process. UPS is the leader in freight services as well as in supply chain; in addition to that they are the largest package delivery company in the world. They supply around 3.8 billion packages annually across 200 countries and territories. The company is also the global leader in the logistics segment. UPS provides the most fuel-efficient logistics networks in the world, by mitigating the carbon footprint indirectly. They provide services, expertise, consulting support and also the products to green the supply chains of their own. In the year 2010, each day the company used to deliver more than 15.6 million packages to a minimum of 1.1 million customers per day which represents approximately 2% percent of GDP. They offer high class integrated solutions to mitigate the challenges faced in the globalization (Kumar, 2007, pp.5-11). Globalization and the UPS strike A report published in 1995 says that UPS undergone a signi ficant change in their management and started to follow strategic market management through which they were on the front lines of competition. The company grew from a bicycle delivery service to a digitally coordinated corporation by using several strategies like ensuring maximum flexibility while cutting down the operational cost. It is quite evident that it was just because of the workers’ loyalty and commitment which made the company to stand high but the problems occurred when the higher authority started to enforce rules upon them. The workers found hardly any variation from the company’s stereotype rules. The injury rate in the organization was growing high and the workers didn’t find the place safe enough to work. Due to the implementation of several strategies in the globalization phase the company was getting high returns but still the workers didn’t get any benefit out of that and got frustrated. Hence, due to these several reasons they stand ag ainst the company for a strike in the year 1997 and challenged the globalization (Kumar, 2007, pp.5-11). Some approaches of being global Though the culture of UPS has been tested many times but still it is their core through which the company is standing sky high against the pressures from competitors. They did not mould into pressure even during the worst economic times. They took many initiatives and approached challenges. They created a centralized process group, which is known as Program Management Group-Process Center of Excellence by which they can propose the initiatives after which it is evaluated. After the evaluation it is well approved and then measured. This is an effort to redefine the Strategic Processes of the organization. It also ensures that the processes are documented. It also provides the training in design and process analysis. It is quite evid

Wednesday, January 29, 2020

Branding Universities Essay Example for Free

Branding Universities Essay The end of the 1990s witnessed the corporatization of public universities in Malaysia resulting in the publication of corporate literature in these universities and the type of writing Fairclough (1993) refers to as the marketization of academic discourse. Marketization is necessary in public universities due to stiff competition in attracting students among the public universities as well as from the increasing number of private universities. This article reports how Malaysian universities re-brand themselves using the results of an investigation on corporate brochures from these universities. The investigation employs a structural analysis and a textual analysis. Although informative in nature, these corporate brochures exhibit the use of promotional elements in the texts as seen in the contents and the language use. The communicative functions of university brochures are viewed to be more promotional than informative. ABSTRACT KEY WORDS: brochures, corporate culture, genre analysis, re-branding, universities Introduction Academic institutions, particularly public universities, used to be regarded as the pinnacle of learning. Most of these universities were reputed for providing the best tertiary education and the mere mention of their names lit up the faces of those who had the privilege of learning from these fountains of knowledge and those who aspired to be associated with them. There was a time when admission was ‘by invitation only’, otherwise young men and women were seen struggling to gain admission into these prestigious institutions. These public universities acquired a promotional value (Wernick, 1991) without having to promote or market themselves. In advertising terms, these universities did not go through the process of branding. Branding is a fundamental strategic process of effectively marketing a product or service which includes creating a brand name and identity, designing Downloaded from http://dcm. sagepub. com by Heemal Kasseean on October 9, 2009 58 Discourse Communication 2(1) the packaging and promoting the product or service (Randall, 1997). Although Randall (1997) argues that ‘brands (and therefore branding) are so fundamentally important to the survival and success of many firms’ (p.2), this was not the case in public universities in the past. This is significantly due to the fact that these academic institutions were claimed to be free from other influences as evidenced by Cardinal Newman’s view of universities cited by Wernick (1991) as: . . . the high protecting power of all knowledge and science, of fact and principle, of inquiry and discovery, of experiment and speculation; it maps out the territory of the intellect, and sees that . . . there is neither encroachment nor surrender from any side . . . (Cardinal Newman, 1847, cited in Wernick, 1991:151) That was the traditional image of public universities, independent of political or societal influence and this image was not built by advertising or branding. As centres of academe, public universities were known for their quality education based on the results of their graduates and their performance in the careers they embarked on upon graduation. As years passed, more aspiring young people would apply for admission in certain universities due to their reputation. This reputation in turn became the  image of the universities which automatically created the promotional value (Wernick, 1991) of these universities, mentioned earlier as the pinnacle of learning. Each university was identified by its name or logo and no further promotional strategies were required. By providing quality education, these universities successfully built ‘a distinct brand personality’ (Randall, 1997: 67) for themselves as the success of branding is justified when people are reminded of a particular brand just by looking at the logo or hearing its brand name. The traditional role of public universities was to manage society (Jarvis, 2001) by producing scholars in the various fields of study so that they can go out to make the world a better place to live or join the academia to continue producing scholars. However, towards the end of the 20th century, the role of universities started changing from serving the state in managing society to serving the industry and commerce in ensuring that people are employable (Jarvis, 2001). This is partly due to the demands of the contemporary knowledge-based society (Veitch, 1999) where consumers have become more knowledgeable and have started demanding for better education and improved quality of life. Changes started taking place in public universities in the West as early as the 1980s where the governments were forced to abolish academic tenure and decrease funding for these universities. This was when many traditional universities started transforming into corporate universities (Jarvis, 2001) where they have to assume a more corporate form and function more like a corporation. From being the centre of academe, universities have become business-like entities (Connell and Galasinski, 1998). In Malaysia, a number of public universities have recently been corporatized, a move taken by the Malaysian government in its effort to inculcate better and more efficient management of these institutions. As corporate culture (Treadwell and Treadwell, 2000) is a new culture in all these universities, most of them Downloaded from http://dcm. sagepub. com by Heemal Kasseean on October 9, 2009 Osman: Re-branding academic institutions with corporate advertising have set up corporate communications departments (Hajibah Osman, 2005) to handle corporate matters. Among the functions of these departments are managing corporate information and publication and projecting a positive image of the universities which are part of corporate advertising. Corporate advertising Business corporations use corporate advertising to enhance the image of the whole organization, or of the general brand in order to influence social values or to establish a connection between the corporation/brand and an already established positive value and in this era of identity, a lot of emphasis has been put on the importance of brand and corporate identities (Richards et al. , 2000). Unlike business organizations, universities are non-profit institutions. Public universities are viewed to use corporate advertising to enhance the strong foundation and to highlight the quality of these institutions of higher education. While it is common for business corporations to publish informative or promotional literature from time to time to inform the public about new developments in the organization (monthly or yearly reports) or to introduce new products or services (product launch leaflets), the use of promotional literature in academic institutions is a recent development. Malaysian public universities have started producing informative literature in the form of university brochures and special booklets in conjunction with certain celebrations in the universities as well as promotional literature in the form of leaflets providing brief information on academic programmes offered by the universities or introducing new programmes (Hajibah Osman, 2005). By employing new strategies to market their traditional image, from the advertising perspective, these universities are re-branding their products and services. Re-branding is the process of marketing an existing product or service of one brand with a different identity involving radical changes to the brand name, logo, image, marketing strategy and advertising themes (Wikipedia, 2006). In the advertising industry, re-branding is often referred to as re-positioning, that is, re-positioning a product or service in order to improve sales. Although there was no actual initial branding taking place in universities, being non-profit making institutions, the term ‘re-branding’ is used in this article to illustrate the change in the image of these universities particularly since the late 20th century. Significantly, this change has been effected without compromising the traditional characteristics and values of these institutions as the pinnacle of higher learning. The process of re-branding is aimed at improving the image of the universities by focusing on the facilities and highlighting the quality of the academic programmes. This article attempts to investigate the process of re-branding in public universities in Malaysia by conducting a genre analysis on university brochures, one type of print materials published by the institutions that represent corporate advertising. Analysing genres can lead to a ‘thick description’ (Bhatia, 1993) Downloaded from http://dcm. sagepub. com by Heemal Kasseean on October 9, 2009 59 60 Discourse Communication 2(1) of the texts contained in these genres, explaining why certain texts have been constructed the way they are. The specific objective of this article is to identify and discuss the strategies used in the re-branding process based on the structural organization of university brochures and the communicative functions of this type of brochure. Previous investigations of advertising genres mostly focused on straightsell advertisements of products or services. Bruthiaux (2000), for instance, investigated how advertisers make use of a limited space available to them to create successful advertising copies by examining the syntactic features in an undisclosed number of display and classified advertisements. His results show that the degree of syntactic elaboration ‘varies substantially even when content of equal simplicity/complexity or familiarity to readers is being presented. This variation appears to correlate with perceptions of status on the parts of both writers and readers’ (p. 298) and the persuasive elements lie in the vacuous displays of linguistic sophistication designed to create a largely artificial sense of exclusiveness among status-conscious readers (p. 369). Investigations have also been conducted on the language of advertising in Asia, for instance, Tej Bhatia’s (2000) investigation of language of advertising in Rural India and Henry and Roseberry’s (1998) investigation of the linguistic features in tourist information brochures from Brunei. Thus far, there have been very few linguistic analyses conducted on the genre of corporate advertising. Therefore, the genre selected for analysis in this article is brochure, specifically corporate brochure from academic institutions. A brochure is a printed document of six or more pages, used to introduce an organization, published only once and distributed to special publics for a single purpose (Newsom and Carrell, 2001). The discourse community of Public Relations (PR) specifies five characteristics of brochures, three of which are related to the present article: always having a singular message statement; having a purpose – to persuade or to inform and educate; and attracting and holding the attention of the audience. Brochure genre makes an interesting study because, first, this genre is viewed as a ‘blurred genre’ (a term borrowed from Scollon et al. , 1999) in that the term ‘brochure’ has been used to refer to other forms of publications including booklet, flyer, leaflet and pamphlet (Newsom and Carrell, 2001). Second, a brochure is a genre of persuasive discourse shaping the thoughts, feelings and lives of the public (Dyer, 1993) placing it under the field of advertising. However, according to Newsom and Carrell (2001), brochures are produced by PR practitioners rather than advertising practitioners. This is probably due to the fact that PR, among other things, incorporates looking after the reputation of an organization ‘with the aim of earning understanding and support, and influencing opinion and behaviour’ (Beard, 2001: 7). The question of ownership arises placing brochures in an even more ‘blurred’ state as the communicative functions of brochures have been set by the discourse community to which the genre belongs. In the context of this article, brochures are categorized as a corporate genre (basically PR) involving the principles of corporate writing (Treadwell Downloaded from http://dcm. sagepub. com by Heemal Kasseean on October 9, 2009 Osman: Re-branding academic institutions with corporate advertising and Treadwell, 2000). Brochures are readily available, particularly in print version, and are easily accessible electronically. Finally, brochure genre needs to be investigated because brochure format is one of the most frequently used information formats in advertising and PR but is ironically the least written-about (Bivins and Ryan, 1991). Corporate genre in academic institutions This article establishes that any publications from universities, particularly those produced by the Corporate or Public Relations Office, are referred to as corporate genre. Corporate brochures are usually categorized as informative brochures (Richards et al. , 2000) providing all the necessary information about the organizations they represent. There are certain corporate elements present to qualify them as corporate brochures, but mostly these brochures are informative. However, an analysis of corporate brochures from multinational corporations by Askehave and Swales (2001) prove that these brochures also function to promote the organization. This is evident in the presence of promotional elements selected as syntactic choices in these brochures. Corporate brochures also function to establish long-lasting trading relationships which are in fact paramount in today’s industrial market. Hajibah Osman (2005) also notes that corporate brochures from academic institutions are promotional in nature with the use of promotional strategies apart from corporate and informative strategies. Another corporate genre in academic institutions, the university prospectus, started changing in form in the 1990s (Fairclough, 1993) where apart from providing information on the core business of the university, that is, the academic programmes, the prospectus has also included information on other aspects of the universities. Based on a critical discourse analysis of prospectuses from a number of British universities, Fairclough notes that these universities started promoting their programmes because they have come increasingly under (mostly government’s) pressure to operate like other types of businesses competing to sell their products to consumers. The university prospectus has become a ‘genre of consumer advertising colonising professional and public service orders of discourse on a massive scale, generating many new hybrid partly promotional genres’ (Fairclough, 1993: 139). Academic institutions in Malaysia have also published promotional leaflets (Hajibah Osman, 2005) to advertise their academic programmes and these are circulated to potential students particularly before a new academic year begins. These leaflets are no longer the plain, boring information sheets but colourful and interesting ones. This article concurs with Askehave and Swales (2001) that corporate brochures function as promotional brochures more than projecting the corporate image and providing information. Thus, the investigation in this article attempts to identify and discuss the strategies that realize the promotional functions in this type of brochure as part of the re-branding process in public universities. Downloaded from http://dcm. sagepub. com by Heemal Kasseean on October 9, 2009 61 62 Discourse Communication 2(1) Methodology In 2005, there were 11 public universities in Malaysia (currently, there are 20). Brochures were obtained from the 11 universities and were initially analysed to identify the possible structural organization. Based on the organization, the communicative functions of these brochures were determined. The 11 public universities included in this investigation are: International Islamic University Malaysia (IIUM/UIA); Universiti Teknologi MARA (UiTM); Universiti Kebangsaan Malaysia (UKM); Universiti Malaysia Sabah (UMS); Universiti Malaysia Sarawak (UNIMAS); Universiti Putra Malaysia (UPM); Universiti Perguruan Sultan Idris (UPSI); Universiti Sains Malaysia (USM); Universiti Teknologi Malaysia (UTM); Universiti Utara Malaysia (UUM); University of Malaya (UM). A textual analysis was conducted to examine the strategies used in the rebranding process. The strategies in the context of this article are tactical choices (Bhatia, 1993) which are cognitive processes ‘exploited by the writer to make writing more effective keeping in mind any special reader requirements, considerations arising from the use of medium or constraints imposed by organizational and other factors’ (p. 20). The strategies used by universities in re-branding the institutions are discussed within the framework of the sociolinguistic theory which considers writing as ‘part of the overall activities of a group and organization’ (Gunnarsson, 1997: 140) and in relation to the corporate culture (Hagberg and Heifetz, 2000) practised by the universities. As a genre is a typical form of utterances, it should be studied in its social contexts of use (Berkenkotter and Huckin, 1993). Sociolinguistics does not only describe linguistic variation and the social context in which such a variation occurs, but also shows how linguistic differentiation reflects social structure (Coupland, 2001). The sociolinguistic perspective in this article considers the existence of factors underpinning the construction of university brochures and the concept of promotional culture (Wernick, 1991). Re-branding academic institutions It has been established that university brochures form part of the corporate advertising strategies in Malaysian universities which in turn are part of the rebranding process in these traditional institutions. The structural organization in these brochures consists of 10 sections identified as moves (Table 1). Some of the moves are exemplified with extracts from the university brochures in Figure 1 (see Appendix). In identifying the moves, the term ‘service’ is used to refer to the educational services and the support services offered by the universities. All the brochures from the 11 universities include Moves I, C, L, D, J and S, indicating that these six moves are obligatory. Ninety-one percent of the brochures include Moves A, T and E, while 81 percent include Move V, making them optional moves. The 10 moves have been used to realize three communicative functions of the university brochures which are: †¢ To inform the public about the academic programmes offered in the university and the facilities and other services available to support the academic programmes; Downloaded from http://dcm. sagepub. com by Heemal Kasseean on October 9, 2009 Osman: Re-branding academic institutions with corporate advertising †¢ †¢ To portray a corporate image of the university; and To promote the university as an academic institution based on the quality and the variety of academic programmes offered as well as the facilities available. These communicative functions of university brochures correspond with the general functions of brochures (Newsom and Carrell, 2001) set by the discourse community of PR. Re-branding strategies The 10 sections in university brochures have been identified as moves and these moves are realized with the use of strategies, and for the purpose of discussion in this article, re-branding strategies. The article discusses how the strategies contribute to the re-branding process and what their communicative functions are. NAME AND LOGO The first move in university brochures is called identifying the service which presents the name and the logo of the university. Although the brochures are in English language, the names of the universities are in Malay, the national language of Malaysia except two universities, International Islamic University Malaysia and University of Malaya. The names of the public universities were officially changed to Malay when the national language was made the medium of instruction in the mid-1970s. In the case of IIUM, however, the acronym by which it is commonly referred to by Malaysians is the Malay version, UIA. Similarly, University of Malaya is now popularly known as Universiti Malaya (UM). Interestingly, alumni up to the early 1980s still refer to this oldest university in the country as MU (Malaya University). TA B L E 1. Structural organization of university brochures Section Move identification Name of the university University slogan or motto Vision/Mission statement Profile or background of the university Location and size of the university Academic programmes offered at the university Facilities available to support the academic programmes Entry requirements, fees charged and duration of the programmes Career opportunities and recognition received by the university Contact addresses and telephone numbers Identifying the service (I) Attracting reader attention (A) Targeting the market (T) Establishing credentials (C) Locating the service (L) Describing the service (D) Justifying the service (J) Indicating the value of service (V) Endorsing the value of service (E) Soliciting response (S) Downloaded from http://dcm. sagepub. com by Heemal Kasseean on October 9, 2009 63 64 Discourse Communication 2(1) In the past, universities were identified by their crests but now these crests have been generally referred to as logos. Although it cannot be ascertained when the change exactly took place, this is the first re-branding strategy. However, this is not an obvious re-branding element because some of the established traditional universities in the world still use the term crest, for example, Oxford University (http://www. ox. ac. uk/web/crest.shtml). As far as Malaysian universities are concerned, both terms are similar and a recent survey of the university websites shows that most of the public universities in Malaysia refer to the crest as the logo while two universities (UKM and USM) refer to them as emblems. Most of the websites also provide the rationale for the design of the logo (e. g. UiTM, UPM). Whether used as crest, logo or emblem, interestingly, there are two common shapes observed: the shape of a shield (six universities) and a round shape (five universities) (Figure 2, see Appendix). The shape of USM’s emblem differs significantly from other logos in that it resembles a state emblem. This qualifies for the use of the term ‘emblem’ (a heraldic device or symbolic object as a distinctive badge of a nation, organization or family – Oxford Dictionary and Thesaurus, 2001) by the university. Although the current shape of UPSI’s logo is round, it once had the shape of a shield (Figure 3, see Appendix). Compared with the logos of established universities which include traditional designs representing the academe, the current logos of Malaysian public universities include elements of modern designs. In fact, some of these logos have gone through some kind of ‘evolution’ as in the case of UiTM, UPM and UPSI. UPM ‘evolved’ from a training school to a college to a university focusing on agriculture. Later, the university started including more disciplines and the name was changed from Universiti Pertanian Malaysia (Malaysia University of Agriculture) to Universiti Putra Malaysia (Putra University of Malaysia) in 1997, taking after the name of the first prime minister at the same time keeping the same acronym. UPSI and UiTM underwent almost similar ‘evolution’; from a centre to a college to an institute and finally to a university. Throughout the ‘evolution’, the logos have also gone through many changes where the concept incorporated in the logos mainly represents the focus of the university. While UPSI’s logo changed in shape but not in concept, UiTM’s and UPM’s logos underwent a total facelift (Figure 3, see Appendix). This is probably due to the fact that UPSI’s focus of training teachers remains throughout. MOTTO AND SLOGAN A motto is a short sentence or phrase that expresses a rule for sensible behaviour, especially a way of behaving in a particular situation (Collins Cobuild Dictionary, 2001). Most of the university logos have the motto inscribed on them as the motto represents the culture or the way of life in the university. Once again, all the mottos of the public universities are in Malay. The more established universities still retain this culture inscribed in the logo as seen in UM’s motto (translated as) ‘Knowledge, the Source of Development’, UPSI’s ‘Knowledge, the Beacon of Pure Character’, UTM’s ‘By the Name of God for Mankind’ and UUM’s ‘Scholarship, Downloaded from http://dcm. sagepub. com by Heemal Kasseean on October 9, 2009 Osman: Re-branding academic institutions with corporate advertising Virtue, Service’. UPSI keeps the same motto inscribed on the logo throughout its ‘evolution’ but UiTM left out its motto of 39 years from its new logo. The newly established universities (UMS and UNIMAS) do not have a motto inscribed in their logos. While a motto is a traditional feature of a public university, having a slogan is a new phenomenon. A slogan is a distinctive catchphrase that serves as a motto for a promotion campaign (Wells et al., 2003) used to sum up a theme for the benefit of the product or the service in order to deliver a message in a few words which are easily remembered. There are two types of slogans (Russell and Lane, 1990): hard-sell slogans are strongly competitive, epitomizing the special significant features of the product or service being advertised. Institutional slogans establish a prestigious image for companies which they need in order to enhance their products or services. Slogans in university brochures fall under the category of institutional slogans. Again, it cannot be ascertained when universities started creating slogans but there is a strong probability that they started at the same time when Malaysian public universities were undergoing corporatization in the late 20th century. Slogans started appearing on brochures and prospectuses of these public universities. The use of slogans has been viewed as a significant re-branding strategy as slogans represent the most promotional element in advertising. The purpose of having a slogan is to attract the reader’s attention and to let it linger on the reader’s mind. According to Russell and Lane (1990), the memorability of slogans can be enhanced by making use of literary techniques. These techniques consist of certain types of words including: †¢ †¢ †¢ †¢ Boldness – use of strong powerful words, and startling or unexpected phrases; Parallelism – use of a repeated structure of a sentence or phrase; Rhyme, rhythm, alliteration – use of repeated sounds; Aptness – use of appropriate, direct words (Russell and Lane, 1990). Slogans in university brochures have been created based on good advertising principles as they have been observed to make use of the literary techniques, for example: †¢ †¢ †¢ †¢ †¢ †¢ boldness: Garden of Knowledge and Virtue (IIUM) parallelism: The National University with an International Reach (UKM) aptness: Your Inspiration parallelism: Contemporary and Forward Looking (UNIMAS) boldness: Towards a World-Class University (UPM) boldness: Towards Excellence and Supremacy (UPSI) Boldness is exemplified with words such as ‘virtue’, ‘world-class’ and ‘supremacy’ where the universities are bold enough to associate themselves with such high stature. Traditionally, public universities are centres of academe which do not portray an image of flaunting. Slogans using parallelism aim for jingle-like sounds so that readers can remember them easily while aptness acts like punchlines, strong and effective to be easily remembered. The bottom line is that a slogan is an Downloaded from http://dcm. sagepub. com by Heemal Kasseean on October 9, 2009 65 66 Discourse Communication 2(1) advertising concept and a marketing tool. The fact that public universities as nonprofit making academic institutions use slogans place them in a different light. They are currently functioning more like business entities. MISSION STATEMENT This move is identified as targeting the market based on the communicative functions of the mission statements. A mission statement provides information about what type of organization it is and what it does (Falsey, 1989) at the same time highlighting the positive factors in the organization. Stating the mission of the university is viewed as one of the two crucial strategies (the other being using slogans) in re-branding academic institutions as this move never appeared in academic genres before. This move has placed public universities in the same league as other successful corporations. Mission statements of public universities in Malaysia are observed to provide information as to what and how they can contribute to the public in terms of tertiary education as highlighted (underlined) in the following examples: (10) To become a distinguished university, aspiring to promote academic excellence in higher education and professional training necessary for the country’s socio-economic development (UiTM). (11) To be a premier university seeking excellence in the advancement of knowledge to meet the aspirations of the nation (UM) (12) To become an exemplary university of internationally acknowledged stature and as a scholarly institution of preference and choice for students and academics through the pursuit of excellence in teaching, research and scholarship (UNIMAS) (13) To lead in the development of creative human resource and technology in line with the aspirations of the nation (UTM). The words ‘distinguished’, ‘premier’, and ‘exemplary’ are used to emphasize the quality of the universities. Other words like ‘excellence’, ‘advancement’ and ‘stature’ as well as ‘to lead’ are all bold words of promise by the universities. PROFILE OF THE UNIVERSITY This section is identified as the move to establish the credentials of the university as it provides information on the background and/or the current status of the university. The background information includes the date of establishment and the reason for the establishment while information on the current status of the university usually includes the achievements of the university in terms of academic programmes and physical development as well as the quality of the programmes offered. This move is supposed to be informational but there are a number of instances where the brochures provide the information on the current status of the university using ‘promotional’ words and phrases. For example: (14) UNIMAS is an ISO-certified university . . . Its undergraduate programmes have been designed to suit the needs of society and industry. Downloaded from http://dcm. sagepub. com by Heemal Kasseean on October 9, 2009 Osman: Re-branding academic institutions with corporate advertising An ISO certification for an organization confirms the quality of that organization and it is now a common practice among public universities to obtain such certification to convince the public about the quality of the university, particularly the academic programmes on offer. Universities with ISO certification usually highlight it in their brochures as a strategy to promote the institutions. Other instances of promotional words can be observed in the following examples: (15) The university is the catalyst for regional growth in the northern region of Peninsula Malaysia (UUM) (16) From these humble beginnings, UM grew hand-in-hand with the young nation to become the nucleus for producing graduates of the highest quality and calibre. The word ‘catalyst’ denotes the importance of the university in the regional growth of the northern region of the country, without which there would not have been much growth in that region, thus promoting the significance of the university. Similarly, the word ‘nucleus’ conveys the significance of UM to the developing nation. Another instance is when a university states the commitment of the university to the public or the nation. UPM boldly states its commitment to become a worldclass university to convince the public to come and enrol in this university. (17) Named Universiti Putra Malaysia in honour of the pioneering Prime Minister of Malaysia, . . . has adopted this pioneering spirit and is committed to become the world class Univers.