SWOT Analysis of Fosters Group Strategy in Greece

SWOT Analysis of Fosters Group Strategy in Greece Fosters Group is focusing on better strategy to acquire profit in the liquor industry after being saturated in the domestic market. In this assignment I mentioned all the main factors of Fosters for entering in new market. I have selected the Greece market for the assignment . Greece is a big alcohol market; Fosters planned to export Penfolds Bin 407 wine to Greece. This assignment covers all the internal and external analysis done with the help of PESTLE analysis etc. Another tool is SWOT analysis which covers Fosters companys information about the strength, weakness, opportunities, threats. The another main part of this assignment is marketing strategies which have all the information how Fosters product exported to Greece and which strategies implemented and how consumer behaved in that particular market .Swot analysis was conducted to check the assumption and forecasting sales to be made once the product is launched in the Greece. Contents INTRODUCTION: Fosters Group is a top multi-beverage company which delivers a selection of beer, wine, spirit, cider and non-alcohol beverages. Penfolds is famous brands for dry red table wine of Fosters Groups. The product which selected for exporting to Europe is one of the Bin range- Bin407. The Penfolds Bin-407 Cabernet Sauvignon is a multi-district mixture mostly from the south east to South Australia- specially, the Limestone Coast (including Connemara and Robe) and Bordertown. With a portfolio of over 100 brands, operations on five continents and a history stretching back 160 years, weve built something unique at Fosters. We are a global premium branded drinks company, delivering beer, wine, spirits and ciders to millions of consumers every day. From Penfolds to Beringer, Fosters Lager to Victoria Bitter, we produce the labels that consumers have learnt to trust since the 1840s. Our winemakers and brewers are today developing the innovative new products that will tap consumer trends in the years ahead. Headquartered in Melbourne, Australia, and listed on the Australian Securities Exchange, Fosters employs over 6,000 people and our products are sold in more than 155 countries worldwide. The market which has been selected is Greece and aiming all the wine drinkers especially people whose age are above 25. The reason behind choosing wine for exporting to Greece which is known as the market of alcohol is very large and as there is no age limit of drinking, wine can be very handy product for export. Greece is one of the worlds great tourist destinations. Greece is frequently welcoming arround 12.5 million visitors a year. Total wine consumption in Greece is14,919 million litres. Consumers are quite open-minded about innovation and new products and this is providing costant growth for New World Wine. (group, 2010) SWOT ANALYSIS: STRENGTH Brand name is the main strength of Fosters. Every alcohol consumer in whole world knows what Fosters is, in other word Fosters is internationally very well-known brand and Penfolds is one of the famous brand of Fosters in the market. Fosters has huge range of product such as beer, wine, spirits, cider, pre-mixed product and non alcoholic, with its differentiates group of interested Fosters tend to spread its awareness and now have acquired 30 different trademarks under its name. Fosters is the one of the largest companies which delivers its products and services to more than 150 countries. Exporting to so many countries is hard task but having an operative distribution channels gives strength. As exporting to more than 150 countries Fosters has retained strong turnover in current years with high market shares in comparison to its rivals. Growing at this rate, Fosters will soon acquire no. 1 position in alcohol industry. One of the key strengths of the Fosters is its differentiated price range. Having almost at all prices Fosters have targeted all segments of the market from medium class to premium class, anyone and everyone can enjoy Fosters product. (synodinou, 2003) Political issues are strongly affected marketing decisions.These include environment consists of laws, government agencies and pressure groups that influence and limit various organisations and individuals in given society (Kotler, et al, 2001:138). political environment are enjoyed at very early stage and its growing economy has enhanced business assurance over the last decade, leading to significant overseas investment.(refers to APPENDIX) The economic environment contains elements that affect consumer purchasing power and spending patterns (Kotler, et al, 2001:132). Current income, Consumption, Savings and Credit are buying strength of a human. GDP of Greece is à ¢Ã¢â‚¬Å¡Ã‚ ¬117 billion or à ¢Ã¢â‚¬Å¡Ã‚ ¬11.700 per occupant, which is ex.treme below average to European nations which in turns gives devolpment level weak. Economically, National level as well as on an individual level,they have a limited(weak)IST. Greece has entered the European Monetary Union (EMU) since January 2001, the actual flow of the common currency before one year, and this in turn affect profit by probably exchange rate, this indicate economical issues which diversify its exchange rate which are control its import and export activities (synodinou, 2003). WEAKNESS: The major weakness for fosters is that they have not lime lighted their other product as beer. Even today mostly everyone knows fosters name because of its very famous beer. Other product like wine, spirit is not encouraged well. The wine club and services of Fosters were not recently performed well, this cause negative impact on the profitability of its wine business. Fosters have very good name in the world but it still lack to get a position amongst international competitors as they mainly focused on brand building and marketing in latest years, Fosters lack brand names amongst its competitors such as EJ Gallos eponymous Californian wines. Fosters serve more than 150 countries but study shows that they have not determined on a particular market in recent year to export premium wines. (synodinou, 2003) OPPORTUNITIES: By evaluating the pestle framework (refer to appendix) of Foster the following opportunities were evaluated which are described as follows, refer to appendix: Although Fosters have certain weakness but they have lot prospects to cover all these weakness. As alcohol and food goes accurate on all the occasions. They can serve peanuts, nut etc. with the beer and make the combination to get bigger market share, so entering in food industry is main opportunity for Foster The wine intake in Greece is increasing in preceding years. Per capita feeding is 26 litres with 86% of the Greek people drinking wine 3.2 times per week. The character shows a big prospect to export the wine to Greece. Once the export of Penfolds is on youth stage the other opportunity for Fosters is to start shipping its other goods to Greece. This helps in increasing the gross revenue ratio and will capture the maximum market. Another opportunity for fosters is to create an awareness in health issues as research shows that red wine is good for health for ex.- improve coughs, low blood pressure etc, as making this an opportunity Fosters can promote their wine in Greece as Greeks are very health conscious. Greece is small wine producer. The local production is limited and the production cost is high, so Fosters can look for better exportation in Greece. Greek consumers take interest in imported wines. If the production goes higher then the whole setup will be developed in Greece and wine will be sold straight through Fosters retail where as 81% of wine imported into Greece is through wholesalers. Fosters Penfolds is good quality cabernet sauvignon wine where as it can be positioned between low prince and high quality. Penfolds can come in the range of middle price ranges products where anyone and everyone can buy the product. Wines are very economical in Greece. (RBrown, 2005) THREAT: By doing a competitive analysis of Foster with its competitors the following threat were evaluated:, Domaine Skouras, Emery S.A, Protopapas Winery, Minos cretan wines S.A, Santo greek wines. High rate of local rivals is the main threat of Fosters in Greece, fortunately the current production of wines in Greece is dropped but other players trying to make a position in the alcohol industry. Economy of the Greece is another main factor and the exchange rates which varies with the international act which straight affect the financial outcomes. In Greece, the entrance of new exporters can be a threat. As other companies from various countries can research on the market and can export products to Greece, a well-planned business strategy and plan can be very effective to overcome these threats. (Group, 2007) CONCLUSION: After all the analysis and the research it can be concluded that there are number of different area findings regarding fosters group to enter Greece market. The report is about macro environment factors of Greece. It also included the background of the Greece market. The report discusses the wine industry their major competitors and company analysis. Tools like SWOT analysis details the summary of Fosters strength weakness and analysis. This tool also helps in defining the advantages and disadvantages in entering the new market the new market. The major another part of the report is marketing strategies which cover all the information of the market selected and how fosters are going to enter into the market. In the last part of the forecasting and the profitability with the backup plan and how Fosters is going to monitor all this action plan. Hence it can be concluded that if fosters export Penfolds wine to Greece it will do extremely good and will increase the goodwill of Fosters in Greece. REFERENCES: Anon., n.d. Drinking in greece. [Online] Available at: http://www.greeklandscapes.com/travel/food_drinking.html. Fletcher, 2007. GMD euromonitor international. Group, f., 2007. global market information data base euromonitor. group, F., 2010. [Online] Available at: www.fostersgroup.com/about/overview.aspx. Ian Johnston, 2006. Relocating to greece. [Online] Available at: http://uk.businessesforsale.com/uk/relocating-to-greece.aspx. NARAYNAN, R.K., 2005. www.justgreece.org. greece travel guide. RBrown, 2005. GMD euromonitor international. Resnick, E., 2008. wine brand. palgrave macmillan. synodinou, D., 2003. Ag exporter.

Nokia Smartphone Strategy Essay

Nokia is a world renowned telecommunications corporation that connects over 1. 3 billion people. Nokia’s mission is simple: Connecting People. Their goal is to build great mobile products that enable billions of people worldwide to enjoy more of what life has to offer. The company started out producing wood pulp and paper, the most influential communication technology in history, in Finland in 1865. By the 1960’s Nokia is a booming business with large production of rubber, cable, forestry, electronics, and power generation, and by the late 1980’s the company was among the very largest T.  V. producers in Europe. Nokia launched the mobile phone era in the 80’s by introducing the first international cellular network and started production of the first vehicle cellular phone. Over the next couple of decades Nokia’s market share was huge and dominated the cellular device market. As the new millennium approached, everything about the market changed. The internet went mobile and consumers wanted phones with all new capabilities. Phones are no longer just for calls, and with these changes came an increasingly dynamic and competitive environment. With this intensified competition the development of the Smartphone is born. Nokia’s position in the mobile phone segment is now being challenged by the iphone and android devices. For the first time Nokia is not in control of the market, and as smartphones progressed, Nokia found a declining market share. There was a clear and obvious need for strategy adaptation, but what would the best path be? The change would be the end of an era for Nokia. Prior to February 2011, Nokia’s smartphone strategy was to use the Symbian and MeeGo platforms. These are linked by a common developer environment (Qt) and service layer (Ovi). Nokia would use MeeGo in the highest end devices and Symbian in everything else. But the termination of the Symbian platform was made part of the strategic plan, as MeeGo would gradually erode Symbian away. In the past Nokia had a â€Å"go at it alone† attitude that was a driving force in their smartphone strategy. The company wanted to control both the hardware and software areas of production. But as the company learned, the market is too complex for this approach. Elop, Nokia’s CEO, stated that â€Å"Nokia has failed to keep pace with market disruptions from its rivals and is therefore lacking in competitiveness, that the battle of devices has been superseded by a battle of ecosystems, and that Nokia has lacked accountability and leadership to drive the company through changing times†. The ecosystem he is referring to not only includes the hardware and software of the device, but developers, applications, ecommerce, advertising, search, social applications, location-based services, unified communications, and many other things. The presence of these ecosystems becomes extremely important in analyzing the strategic options Nokia has for its future. Which path would give Nokia the best chance of building a sustainable and viable ecosystem around their products? In examining their options Nokia developed three different decisions they could make. First option would be to continue with Symbian and MeeGo. Obviously they weren’t very successful with these platforms at the time but they were not fully developed yet, and instead of completely changing operating systems, they could build upon the already developed platforms and proceed with next generations of these originals. It was apparent that MeeGo was not ready to take on the role it was envisioned for but it could possibly be by the time another ecosystem was developed. They would also have to consider if these platforms had been tarnish or already discredited by their overtaking competitors. The company would probably have to make a visible change to disassociate with these failures. But more importantly a major change is needed to accumulate a viable ecosystem for Nokia. No single company can build an entire ecosystem on its own, so Nokia cannot provide itself with opportunities to win this battle between their rivals with this option. Neither of their biggest two competitors operate completely within and it is unrealistic to think Nokia could compete with companies that have so much more accumulated assets. So this first option is not very promising. Second option would be to release an Android device. The biggest advantage to this option would be that Android already has an existing ecosystem. A massive downfall would be that Nokia would be at the mercy of Google. Nokia is a company that has strived on being self-sufficient and this would not be ideal. Google would control too much of the value and differentiation ability, especially in services and advertising. Nokia does not want to join an ecosystem, rather help build one. The company believes they can still differentiate its devices from its rivals and would much rather have the value sharing associated with building a new ecosystem than of just joining one. Also, Android is having difficulties of their own’ and implementing this plan would not make a good long-term decision. This option just does not make very good business logic for Nokia. The third option would be to enter into a partnership with Microsoft and develop a new ecosystem that is mutually beneficial for the two corporations. This is the option that Nokia actually chose to implement. There are many reasons why this was the best decision for Nokia but considering the impracticality of the first two options it was the only realistic one. Obviously Nokia will provide the hardware while Microsoft will provide the software. The most common criticism with Symbian was an inadequate UI/UX, and the design language of Metro, Microsoft’s UI, completely fixes that problem. But also, Microsoft will depend on Nokia’s expertise as it continues development of the Windows Phone. The partnership sees Nokia adopting the new Windows 7 operating system, with the Symbian platform gradually being sidelined. To create a viable ecosystem Nokia and Microsoft are also combining services assets to drive innovation. Nokia Maps, for example, will soon be at the heart of key Microsoft assets such as Bing and AdCenter, and Nokia’s application and content store will be integrated into Microsoft Marketplace. Similarly, Microsoft will provide developer tools, making it easier for application developers to leverage Nokia’s global scale. The Nokia/Microsoft partnership simply just makes sense. The companies are complimentary of one another with very little overlap excluding the Windows Phone. Each company contains valuable assets the other can greatly benefit from making a mutual and equal relationship. While there is still much work needed to be done within the partnership in developing a smartphone that can effectively compete in the market, Nokia has positioned itself in a way that success is much more attainable. Since the partnership, Nokia has launched the Lumia 800 and Lumia 710, both with Windows 7.

Role of Nurses in Gestational Diabetes

The role of nurses in gestational diabetes. (DIABETES CARE)(Brief Article) Journal of Diabetes Nursing | May 1, 2003 | Assignment 2 Research studies, recently conducted in America, have found that diet and exercise play an important role in predisposing a woman for gestational diabetes (GD). This study compared the rate of insulin treatment and perinatal outcome in women with gestational diabetes under endocrinologist-based versus diabetes nurse-based metabolic management. A total of 244 participants received endocrinologist-based care and 283 participants received diabetes nurse-based care.A retrospective analysis was carried out comparing maternal characteristics, rate of insulin treatment and perinatal insulin requirements, in comparison with those who had used diet and exercise as a controlling factor for their diabetes. Pregnancy imposes a great amount of stress on most bodily functions and it is certain that glucose metabolism is no exception. Gestational Diabetes Mellitus is a type of diabetes, which occurs during pregnancy, distinct from the condition that already existed.It is defined as a glucose intolerance of variable degrees with onset or first recognition during pregnancy; it will generally develop in the latter half of the pregnancy and will improve after delivery (Colman, 2004). Gestational Diabetes is generally not dangerous to either mother or fetus. The disease itself is usually mild and even asymptotic; however there is an increased incidence of foetal and perinatal complications (Guthrie & Guthrie, 2004). In addition, if an unreasonable amount of sugar is allowed to circulate in the mother’s blood and then to enter the fetal circulation, potential problems for both mother and baby are serious.The mother’s pancreas work’s overtime to produce insulin, but it is not enough to lower blood sugar levels. Glucose will then cross the placental barrier, increasing work on the pancreas of the fetus, which uses insulin to conv ert the glucose into energy. The baby has more energy than is required so it converts this energy into fat stores, resulting in large birth weight babies and all the problems that can be associated with that (http://diabetes. org). At each visit to the doctor a sample of urine is taken, this is then tested for glucose levels.Sugar in the urine may be the first indications of Gestational Diabetes. Also, during the fifth month a glucose tolerance test is now a routine test for pregnant women. A Glucose Tolerance Test is when the women provide a blood sample taken before and after consuming a glucose drink, glucose levels >9. 0mmol/l indicate Gestational Diabetes is present. However this may be performed earlier on someone who is considered as being at risk (Colman, 2004). The incidence of gestational Diabetes has increased a significant amount, between35% and 59%, over the past ten years (http://diabetes. rg). Studies have found that the figures have shown an alarming incline in th e amount of women being diagnosed with this gestational Diabetes. It is now believed that between 2 and 12% of pregnant women suffer from Gestational Diabetes (Guthrie & Guthrie, 2002). Testing has now become routine for pregnant mothers, so it is being discovered earlier in the pregnancy and as a result is now being treated much sooner. Because of this routine testing the chance of miscarriage and perinatal loss has been greatly reduced.The survival rate of these infants has increased from less than 70% a few years ago to nearly 98% now, a figure which has only come about through care specializing in diabetes in pregnancy, routine testing of all pregnant women and the best care available (Guthrie & Guthrie, 2002). Even though gestational Diabetes is now being discovered more often and being medically controlled a woman who has had Gestational Diabetes will have a much higher chance of developing diabetes later in life.If insulin was required as treatment, there is a 50% cha nce of diabetes within 5years, and even if the diabetes was dietary controlled there is still a 60% chance of developing diabetes within 10-15 years (Australian Bureau of Statistics, 2007-08). With these alarming figures it is obvious that further understanding of the treatment and control of gestational diabetes is necessary. From the whole number of applicants, researchers then divide participants into stratified samples; containing those who were at risk for gestational Diabetes and those who had no known predisposing factors.Each of these strata was then further divided into halves, with one half continuing their usual daily activities and progress through the pregnancy with current medical assistance available. The other half of the group was required to stick to a strict regime of healthy diet and exercising at least once a week, more if they wish. There was an initial interview conducted between the 6-12 week period of pregnancy, during the first trimester, to ensure that the required information is collected and any information can be supplied and ensure that is understood.The interview incorporated data from the year prior to conception and continued until 2 months following the births of the children. All participants were required to test daily their Blood Glucose Level (BGL) and also test their urine for sugar and record their findings. While there would be an occasional increase in glucose levels during pregnancy, persistently high levels would indicate Gestational Diabetes and a Glucose Tolerance Test was conducted. Weekly follow ups were conducted to ensure all information was recorded accurately, and also permitted time for the participant to discuss any concerns that had arisen.However pregnancy requires a number of checkups, increasing towards the later trimester, so data was also collected through the ante natal clinics. After delivery another Glucose Tolerance Test was performed to evaluate for preexisting Diabetes and it also allowed time for any complications for the newborn to arise. For the purpose of this study I feel that a larger number would be required to make certain that there would be women who are at risk, have had gestational diabetes and have never suffered from this condition before, and would also allow for the inevitable elimination of some of the participants.This was a quantitative research process, there was a need to interview, assess and gather personal information on the study participants. Some participants may deem this an invasion of privacy. To ensure that no emotional or psychological damage occurs to the participants it would be extremely important to ensure that there would be the strictest confidentiality with the information provided and that it would only be shared with those who require the data.The aim of this research is to understand whether gestational Diabetes can be avoided all together, or whether it can be treated more effectively, providing a better health outcome for the fe tus and mother. By providing conclusions, which benefit society, the principle of Beneficence can be achieved (Roberts and Taylor, 2002). An even more critical consideration is the health and well being of the participants. All women are naturally concerned that their baby will be healthy and normal; a researcher must be able to ensure that no harm will come to the mother or child.The principle of non-malfeasance, makes certain that no injury will occur to either mother or fetus, that the participants are not exploited in any way and that the benefit to the community outweighs any risk that may be present (Roberts and Taylor, 2002). At all times, the participants were treated with respect, confidentiality and their physical and mental welfare was maintained. The most important point to remember here is effective communication, the participants understood exactly what was being researched, and they received accurate information on when, where, how, why and who.They were given educati on sessions on how to use any of the equipment that had been supplied. The equipment used were Urine dipstick and BGL machine, requiring only a small amount of training to make sure they were used properly. As the researcher, it is important to be precise and clear about this information to ensure that participants show up, on time and at the right place. (Roberts and Taylor, 2002). By incorporating the interviews and research into their ante- natal care visits, which would normally take place; the researchers avoided any complications arising from data collection.Participants were required to provide accurate, detailed and correct information on their experiences for the research to be valid and have any true meanings. This requires a great amount of trust on the researcher behalf. By ensuring that the participants understood the importance of this study, for their own health as well as the wider community, it would be hoped that the participants would record precise information. F or many people, being diagnosed with gestational diabetes can be upsetting. Treatment for gestational diabetes substantially reduces adverse perinatal outcomes and improves maternal quality of life.Optimal proven treatment for gestational diabetes includes review by a diabetes educator, dietitian and physician, with insulin used if glycaemic targets are not achieved with dietary control alone. Screening for gestational diabetes should be offered to all pregnant women. Maternity service providers should ensure that adequate resources are devoted to the detection and treatment of gestational diabetes.References Australian Bureau of Statistics. National Health Survey, 2007-08 http://www. abs. gov. au 10/04/10 Colman, M. 2004, Diabetes and you: An owner’s Manual, Diabetes Australia, Melbourne. Diabetes Australia. Diabetes and Pregnancy, http://diabetes. org/gestational-diabetes 05/04/10 Guthrie, D. A. & Guthrie, R. A. , 2004, Nursing Management of Diabetes Mellitus: Fifth Edi tion, Springer Publishing Company, New York. Roberts, K. L. & Taylor, B. J. , 2002, Nursing Research Processes: An Australian Perspective, 2nd Ed. , Nelson Thomas Learning, Southbank, VIC. The role of nurses in gestational diabetes. DIABETES CARE, Journal of Diabetes Nursing, May 1, 2003|

Architecture Timeline of Important Historic Periods

Architecture Timeline of Important Historic Periods When did Western architecture begin? Long before the magnificent structures of ancient Greece and Rome, humans were designing and constructing. The period known as the Classical Era grew from ideas and construction techniques that evolved centuries and eons apart in distant locations. This review illustrates how each new movement builds on the one before. Although our timeline lists dates related mostly to American architecture, historic periods do not start and stop at precise points on a map or a calendar. Periods and styles flow together, sometimes merging contradictory ideas, sometimes inventing new approaches, and often re-awakening and re-inventing older movements. Dates are always approximate - architecture is a fluid art. 11,600 B.C. to 3,500 B.C. - Prehistoric Times Stonehenge in Amesbury, United Kingdom. Jason Hawkes/Getty Images Archaeologists dig prehistory. Gà ¶bekli Tepe in present day Turkey is a good example of archaeological architecture. Before recorded history, humans constructed earthen mounds, stone circles, megaliths, and structures that often puzzle modern-day archaeologists. Prehistoric architecture includes monumental structures such as Stonehenge, cliff dwellings in the Americas, and thatch and mud structures lost to time. The dawn of architecture is found in these structures. Prehistoric builders moved earth and stone into geometric forms, creating our earliest human-made formations. We dont know why primitive people began building geometric structures. Archaeologists can only guess that prehistoric people looked to the heavens to imitate the sun and the moon, using that circular shape in their creations of earth mounds and monolithic henges. Many fine examples of well-preserved prehistoric architecture are found in southern England. Stonehenge in Amesbury, United Kingdom is a well-known example of the prehistoric stone circle. Nearby Silbury Hill, also in Wiltshire, is the largest man-made, prehistoric earthen mound in Europe. At 30 meters high and 160 meters wide, the gravel mound is layers of soil, mud, and grass, with dug pits and tunnels of chalk and clay. Completed in the late Neolithic period, approximately 2,400 BC, its architects were a Neolithic civilization in Britain. The prehistoric sites in southern Britain (Stonehenge, Avebury, and associated sites) are collectively a UNESCO World Heritage Site. The design, position, and inter-relationship of the monuments and sites, according to UNESCO, are evidence of a wealthy and highly organized prehistoric society able to impose its concepts on the environment. To some, the ability to change the environment is key for a structure to be called architecture. Prehistoric structures are sometimes considered the birth of architecture. If nothing else, primitive structures certainly raise the question, what is architecture? Why does the circle dominate mans earliest architecture? It is the shape of the sun and the moon, the first shape humans realized to be significant to their lives. The duo of architecture and geometry goes way back in time and may be the source of what humans find beautiful even today. 3,050 B.C. to 900 B.C. - Ancient Egypt The Pyramid of Khafre (Chephren) in Giza, Egypt. Lansbricae (Luis Leclere)/Getty Images (cropped) In ancient Egypt, powerful rulers constructed monumental pyramids, temples, and shrines. Far from primitive, enormous structures such as the Pyramids of Giza were feats of engineering capable of reaching great heights. Scholars have delineated the periods of history in ancient Egypt. Wood was not widely available in the arid Egyptian landscape. Houses in ancient Egypt were made with blocks of sun-baked mud. Flooding of the Nile River and the ravages of time destroyed most of these ancient homes. Much of what we know about ancient Egypt is based on great temples and tombs, which were made with granite and limestone and decorated with hieroglyphics, carvings, and brightly colored frescoes. The ancient Egyptians didnt use mortar, so the stones were carefully cut to fit together. The pyramid form was a marvel of engineering that allowed ancient Egyptians to build enormous structures. The development of the pyramid form allowed Egyptians to build enormous tombs for their kings. The sloping walls could reach great heights because their weight was supported by the wide pyramid base. An innovative Egyptian named Imhotep is said to have designed one of the earliest of the massive stone monuments, the Step Pyramid of Djoser (2,667 B.C. to 2,648 B.C.). Builders in ancient Egypt didnt use load-bearing arches. Instead, columns were placed close together to support the heavy stone entablature above. Brightly painted and elaborately carved, the columns often mimicked palms, papyrus plants, and other plant forms. Over the centuries, at least thirty distinct column styles evolved. As the Roman Empire occupied these lands, both Persian and Egyptian columns have influenced Western architecture. Archaeological discoveries in Egypt reawakened an interest in the ancient temples and monuments. Egyptian Revival architecture became fashionable during the 1800s. In the early 1900s, the discovery of King Tuts tomb stirred a fascination for Egyptian artifacts and the rise of Art Deco architecture. 850 B.C. to A.D. 476 - Classical The Pantheon, A.D. 126, Rome, Italy. Werner Forman Archive/Heritage Images/Getty Images (cropped) Classical architecture refers to the style and design of buildings in ancient Greece and ancient Rome. Classical architecture shaped our approach to building in Western colonies around the world. From the rise of ancient Greece until the fall of the Roman empire, great buildings were constructed according to precise rules. The Roman architect Marcus Vitruvius, who lived during first century B.C., believed that builders should use mathematical principles when constructing temples. For without symmetry and proportion no temple can have a regular plan, Vitruvius wrote in his famous treatise De Architectura, or Ten Books on Architecture. In his writings, Vitruvius introduced the Classical orders, which defined column styles and entablature designs used in Classical architecture. The earliest Classical orders were Doric, Ionic, and Corinthian. Although we combine this architectural era and call it Classical, historians have described these three Classical periods: 700 to 323 B.C. - Greek. The Doric column was first developed in Greece and it was used for great temples, including the famous Parthenon in Athens. Simple Ionic columns were used for smaller temples and building interiors. 323 to 146 B.C. - Hellenistic. When Greece was at the height of its power in Europe and Asia, the empire built elaborate temples and secular buildings with Ionic and Corinthian columns. The Hellenistic period ended with conquests by the Roman Empire. 44 B.C. to A.D. 476 - Roman. The Romans borrowed heavily from the earlier Greek and Hellenistic styles, but their buildings were more highly ornamented. They used Corinthian and composite style columns along with decorative brackets. The invention of concrete allowed the Romans to build arches, vaults, and domes. Famous examples of Roman architecture include the Roman Colosseum and the Pantheon in Rome. Much of this ancient architecture is in ruins or partially rebuilt. Virtual reality programs like Romereborn.org attempt to digitally recreate the environment of this important civilization. 527 to 565 - Byzantine Church of Hagia Eirene in the First Courtyard of the TopkapÄ ± Palace, Istanbul, Turkey. Salvator Barki/Getty Images (cropped) After Constantine moved the capital of the Roman empire to Byzantium (now called Istanbul in Turkey) in A.D. 330, Roman architecture evolved into a graceful, classically-inspired style that used brick instead of stone, domed roofs, elaborate mosaics, and classical forms. Emperor Justinian (527 to 565) led the way. Eastern and Western traditions combined in the sacred buildings of the Byzantine period. Buildings were designed with a central dome that eventually rose to new heights by using engineering practices refined in the Middle East. This era of architectural history was transitional and  transformational. 800 to 1200 - Romanesque Romanesque Architecture of the Basilica of St. Sernin (1070-1120) in Toulouse, France. Anger O./AgenceImages courtesy Getty Images As Rome spread across Europe, heavier, stocky Romanesque architecture with rounded arches emerged. Churches and castles of the early Medieval period were constructed with thick walls and heavy piers. Even as the Roman Empire faded, Roman ideas reached far across Europe. Built between 1070 and 1120, the  Basilica of St. Sernin in Toulouse, France is a good example of this transitional architecture, with a Byzantine-domed apse and an added Gothic-like steeple. The floor plan is that of the Latin cross, Gothic-like again, with a high alter and tower at the cross intersection. Constructed of stone and brick, St. Sernin is on the pilgrimage route to Santiago de Compostela. 1100 to 1450 - Gothic The Gothic Cathedral of Notre Dame de Chartres, France. Alessandro Vannini/Getty Images (cropped) Early in the 12th century, new ways of building meant that cathedrals and other large buildings could soar to new heights. Gothic architecture became characterized by the elements that supported taller, more graceful architecture - innovations such as pointed arches, flying buttresses, and ribbed vaulting. In addition, elaborate stained glass could take the place of walls that no longer were used to support high ceilings. Gargoyles and other sculpting enabled practical and decorative functions. Many of the worlds most well-known sacred places are from this period in architectural history, including Chartres Cathedral and Paris Notre Dame Cathedral in France and Dublins St. Patricks Cathedral and Adare Friary in Ireland. Gothic architecture began mainly in France where builders began to adapt the earlier Romanesque style. Builders were also influenced by the pointed arches and elaborate stonework of Moorish architecture in Spain. One of the earliest Gothic buildings was the ambulatory of the abbey of St. Denis in France, built between 1140 and 1144. Originally, Gothic architecture was known as the French Style. During the Renaissance, after the French Style had fallen out of fashion, artisans mocked it. They coined the word Gothic to suggest that French Style buildings were the crude work of German (Goth) barbarians. Although the label wasnt accurate, the name Gothic remained. While builders were creating the great Gothic cathedrals of Europe, painters and sculptors in northern Italy were breaking away from rigid medieval styles and laying the foundation for the Renaissance. Art historians call the period between 1200 to 1400 the Early Renaissance or the Proto-Renaissance of art history. Fascination for medieval Gothic architecture was reawakened in the 19th and 20th centuries. Architects in Europe and the United States designed great buildings and private homes that imitated the cathedrals of medieval Europe. If a building looks Gothic and has Gothic elements and characteristics, but it was built in the 1800s or later, its style is Gothic Revival. 1400 to 1600 - Renaissance Villa Rotonda (Villa Almerico-Capra), near Venice, Italy, 1566-1590, Andrea Palladio. Massimo Maria Canevarolo via Wikimedia Commons, Creative Commons Attribution-ShareAlike 3.0 Unported (CC BY-SA 3.0) A return to Classical ideas ushered an age of awakening in Italy, France, and England. During the Renaissance era architects and builders were inspired by the carefully proportioned buildings of ancient Greece and Rome.  Italian Renaissance master Andrea Palladio helped awaken a passion for classical architecture when he designed beautiful, highly symmetrical villas such as Villa Rotonda near Venice, Italy. More than 1,500 years after the Roman architect Vitruvius wrote his important book, the Renaissance architect Giacomo da Vignola outlined Vitruviuss ideas. Published in 1563, Vignolas The Five Orders of Architecture became a guide for builders throughout western Europe. In 1570 Andrea Palladio used the new technology of movable type to publish I Quattro Libri dell Architettura, or The Four Books of Architecture. In this book, Palladio showed how Classical rules could be used not just for grand temples but also for private villas. Palladios ideas did not imitate the Classical order of architecture but his designs were in the manner of ancient designs. The work of the Renaissance masters spread across Europe, and long after the era ended, architects in the Western world would find inspiration in the beautifully proportioned architecture of the period. In the United States its descendant designs have been called neoclassical. 1600 to 1830 - Baroque The Baroque Palace of Versailles in France. Loop Images Tiara Anggamulia/Getty Images (cropped) Early in the 1600s, an elaborate new architectural style lavished buildings. What became known as Baroque was characterized by complex shapes, extravagant ornaments, opulent paintings, and bold contrasts. In Italy, the Baroque style is reflected in opulent and dramatic churches with irregular shapes and extravagant ornamentation. In France, the highly ornamented Baroque style combines with Classical restraint. Russian aristocrats were impressed by the Palace of Versailles, France and incorporated Baroque ideas in the building of St. Petersburg. Elements of the elaborate Baroque style are found throughout Europe. Architecture was only one expression of the Baroque style. In music, famous names included Bach, Handel, and Vivaldi. In the art world, Caravaggio, Bernini, Rubens, Rembrandt, Vermeer, and Velzquez are remembered. Famous inventors and scientists of the day include Blaise Pascal and Isaac Newton. 1650 to 1790 - Rococo Catherine Palace Near Saint Petersburg, Russia. Saravut Eksuwan/Getty Images During the last phase of the Baroque period, builders constructed graceful white buildings with sweeping curves. Rococo art and architecture is characterized by elegant decorative designs with scrolls, vines, shell-shapes, and delicate geometric patterns. Rococo architects applied Baroque ideas with a lighter, more graceful touch. In fact, some historians suggest that Rococo is simply a later phase of the Baroque period. Architects of this period include the great Bavarian stucco masters like Dominikus Zimmermann, whose  1750 Pilgrimage Church of Wies is a UNESCO World Heritage site. 1730 to 1925 - Neoclassicism The U.S. Capitol in Washington, D.C. Architect of the Capitol By the 1700s, European architects were turning away from elaborate Baroque and Rococo styles in favor of restrained Neoclassical approaches. Orderly, symmetrical Neoclassical architecture reflected the intellectual awakening among the middle and upper classes in Europe during the period historians often call the Enlightenment. Ornate Baroque and Rococo styles fell out of favor as architects for a growing middle class reacted to and rejected the opulence of the ruling class. French and American revolutions returned design to Classical ideals  - including equality and democracy - emblematic of the civilizations of ancient Greece and Rome. A keen interest in ideas of Renaissance architect Andrea Palladio inspired a return of Classical shapes in Europe, Great Britain, and the United States. These buildings were proportioned according to the classical orders with details borrowed from ancient Greece and Rome. In the late 1700s and early 1800s, the newly-formed United States drew upon Classical ideals to construct grand government buildings and an array of smaller, private homes. 1890 to 1914 - Art Nouveau The 1910 Hà ´tel Lutetia in Paris, France. Justin Lorget/chesnot/Corbis via Getty Images Known as the New Style in France, Art Nouveau was first expressed in fabrics and graphic design. The style spread to architecture and furniture in the 1890s as a revolt against industrialization turned peoples attention to the natural forms and personal craftsmanship of the Arts and Crafts Movement. Art Nouveau buildings often have asymmetrical shapes, arches, and decorative Japanese-like surfaces with curved, plant-like designs and mosaics. The period is often confused with Art Deco, which has an entirely different visual look and philosophical origin. Note that the name Art Nouveau is French, but the philosophy  - to some extent spread by the ideas of William Morris and the writings of John Ruskin - gave rise to similar movements throughout Europe. In Germany it was called Jugendstil; in Austria it was Sezessionsstil; in Spain it was Modernismo, which predicts or event begins the modern era. The works of Spanish architect Antoni Gaudà ­ (1852-1926) are said to be influenced by Art Nouveau or Modernismo, and Gaudi is often called one of the first modernist architects. 1895 to 1925 - Beaux Arts The Paris Opera by Beaux Arts Architect Charles Garnier. Francisco Andrade/Getty Images (cropped) Also known as Beaux Arts Classicism, Academic Classicism, or Classical Revival, Beaux Arts architecture is characterized by order, symmetry, formal design, grandiosity, and elaborate ornamentation. Combining classical Greek and Roman architecture with Renaissance ideas, Beaux Arts architecture was a favored style for grand public buildings and opulent mansions. 1905 to 1930 - Neo-Gothic The Neo-Gothic 1924 Tribune Tower in Chicago. Glowimage/Getty Images (cropped) In the early 20th century, medieval Gothic ideas were applied to modern buildings, both private homes and the new type of architecture called skyscrapers. Gothic Revival was a Victorian style inspired by Gothic cathedrals and other medieval architecture.  Gothic Revival home design began in the United Kingdom in the 1700s when Sir Horace Walpole decided to remodel his home, Strawberry Hill. In the early 20th century, Gothic Revival ideas were applied to modern skyscrapers, which are often called Neo-Gothic. Neo-Gothic skyscrapers often have strong vertical lines and a sense of great height; arched and pointed windows with decorative tracery; gargoyles and other medieval carvings; and pinnacles. The 1924 Chicago Tribune Tower is a good example of Neo-Gothic architecture. The architects Raymond Hood and John Howells were selected over many other architects to design the building. Their Neo-Gothic design may have appealed to the judges because it reflected a conservative (some critics said regressive) approach. The facade of the Tribune Tower is studded with rocks collected from great buildings around the world. Other Neo-Gothic buildings include the Cass Gilbert design for the Woolworth Building in New York City. 1925 to 1937 - Art Deco The Art Deco Chrysler Building in New York City. CreativeDream/Getty Images With their sleek forms and ziggurat designs, Art Deco architecture embraced both the machine age and ancient times. Zigzag patterns and vertical lines create dramatic effect on jazz-age, Art Deco buildings. Interestingly, many Art Deco motifs were inspired by the architecture of ancient Egypt. The Art Deco style evolved from many sources. The austere shapes of the modernist Bauhaus School and streamlined styling of modern technology combined with patterns and icons taken from the Far East, classical Greece and Rome, Africa, ancient Egypt and the Middle East, India, and Mayan and Aztec cultures. Art Deco buildings have many of these features: cubic forms; ziggurat, terraced pyramid shapes with each story smaller than the one below it; complex groupings of rectangles or trapezoids; bands of color; zigzag designs like lightening bolts; strong sense of line; and the illusion of pillars. By the 1930s, Art Deco evolved into a more simplified style known as Streamlined Moderne, or Art Moderne. The emphasis was on sleek, curving forms and long horizontal lines. These buildings did not feature zigzag or colorful designs found on earlier Art Deco architecture. Some of the most famous art deco buildings have become tourist destinations in New York City - the Empire State Building and Radio City Music Hall may be the most famous. The 1930 Chrysler Building in New York City was one of the first buildings composed of stainless steel over a large exposed surface. The architect, William Van Alen, drew inspiration from machine technology for the ornamental details on the Chrysler Building: There are eagle hood ornaments, hubcaps, and abstract images of cars. 1900 to Present - Modernist Styles De La Warr Pavilion, 1935, Bexhill on Sea, East Sussex, United Kingdom. Peter Thompson Heritage Images/Getty Images The 20th and 21st centuries have seen dramatic changes and astonishing diversity. Modernist styles have come and gone  - and continue to evolve. Modern-day trends include Art Moderne and the Bauhaus school coined by Walter Gropius, Deconstructivism, Formalism, Brutalism, and Structuralism. Modernism is not just another style  - it presents a new way of thinking. Modernist architecture emphasizes function. It attempts to provide for specific needs rather than imitate nature. The roots of Modernism may be found in the work of Berthold Luberkin (1901-1990), a Russian architect who settled in London and founded a group called Tecton. The Tecton architects believed in applying scientific, analytical methods to design. Their stark buildings ran counter to expectations and often seemed to defy gravity. The expressionistic work of the Polish-born German architect Erich Mendelsohn (1887-1953) also furthered the modernist movement. Mendelsohn and Russian-born English architect Serge Chermayeff (1900-1996) won the competition to design the De La Warr Pavilion in Britain. The 1935 seaside public hall has been called Streamline Moderne and International, but it most certainly is one of the first modernist buildings to be constructed and restored, maintaining its original beauty over the years. Modernist architecture can express a number of stylistic ideas, including Expressionism and Structuralism. In the later decades of the twentieth century, designers rebelled against the rational Modernism and a variety of Postmodern styles evolved. Modernist architecture generally has little or no ornamentation and is prefabricated or has factory-made parts. The design emphasizes function and the man-made construction materials are usually glass, metal, and concrete. Philosophically, modern architects rebel against traditional styles. For examples of Modernism in architecture, see works by Rem Koolhaas, I.M. Pei, Le Corbusier, Philip Johnson, and Mies van der Rohe. 1972 to Present - Postmodernism Postmodern Architecture at 220 Celebration Place, Celebration, Florida. Jackie Craven A reaction against the Modernist approaches gave rise to new buildings that re-invented historical details and familiar motifs. Look closely at these architectural movements and you are likely to find ideas that date back to classical and ancient times. Postmodern architecture evolved from the modernist movement, yet contradicts many of the modernist ideas. Combining new ideas with traditional forms, postmodernist buildings may startle, surprise, and even amuse. Familiar shapes and details are used in unexpected ways. Buildings may incorporate symbols to make a statement or simply to delight the viewer. Philip Johnsons ATT Headquarters is often cited as an example of postmodernism. Like many buildings in the International Style, the skyscraper has a sleek, classical facade. At the top, however, is an oversized Chippendale pediment. Johnsons design for the Town Hall in Celebration, Florida is also playfully over-the-top with columns in front of a public building. Well-known postmodern architects include Robert Venturi and Denise Scott Brown; Michael Graves; and the playful Philip Johnson, known for making fun of Modernism. The key ideas of Postmodernism are set forth in two important books by Robert Venturi. In his groundbreaking 1966 book, Complexity and Contradiction in Architecture, Venturi challenged modernism and celebrated the mix of historic styles in great cities such as Rome. Learning from Las Vegas, subtitled The Forgotten Symbolism of Architectural Form, became a postmodernist classic when Venturi called the vulgar billboards of the Vegas Strip emblems for a new architecture. Published in 1972, the book was written by Robert Venturi, Steven Izenour, and Denise Scott Brown. 1997 to Present - Neo-Modernism and Parametricism Zaha Hadids Heydar Aliyev Centre, 2012, Baku, Azerbaijan. Christopher Lee/Getty Images Throughout history, home designs have been influenced by the architecture du jour. In the not far off future, as computer costs come down and construction companies change their methods, homeowners and builders will be able to create fantastic designs. Some call todays architecture Neo-Modernism. Some call it Parametricism, but the name for computer-driven design is up for grabs. How did Neo-Modernism begin? Perhaps with Frank Gehrys sculpted designs, especially the success of the 1997 Guggenheim Museum in Bilbao, Spain. Maybe it began with architects who experimented with Binary Large Objects - BLOB architecture. But you might say that free-form design dates back to prehistoric times. Just look at Moshe Safdies 2011 Marina Bay Sands Resort in Singapore: It looks just like Stonehenge. Prehistoric Stonehenge (left) and Moshe Safdies 2011 Marina Bay Sands Resort in Singapore (right). Left: Grant Faint / Right: photo by william cho Sources History and Research: Silbury Hill, English Heritage Foundation, english-heritage.org.uk/daysout/properties/silbury-hill/history-and-research/; Stonehenge, Avebury and Associated Sites, UNESCO World Heritage Centre, United Nations, http://whc.unesco.org/en/list/373 Additional photo credits: Tribune Tower, Jon Arnold/Getty Images; Stonehenge / Marina Bay Sands Resort, Images (cropped) by Archive Photos/Archive Photos Collection/Getty Images (left) and AT Photography/Moment Collection/Getty Images (right)

Narrative Essays

Narrative Essays Narrative Essays As a mode of critical essay writing, the narrative approach, offers writers to think and write about themselves. All of us have experiences that are worth to share with essay readers. Writing an essay on narrative essay topics you tell a story. There are many ways to write narrative essays and you should either follow the format required by your teacher or develop the one you feel comfortable with. To involve the reader in your story, make your college narrative essay writing vivid and emotional. Provide the essay reader with detailed information. You may write an essay in the form of a story relying on personal experiences. Narrative essays writing is usually filled with details and English essay writers use the technique of storytelling based on plot, characterization, setting, etc. If you do not know how to write a critical essay, read the below example of narrative essay. We hope it helps you understand better how to write a critical essay. In addition, you may contact us 24/7 to request custom narrative essay written especially for you: Examples of Narrative Essays ...What kind of a kid was I? Ornery. Mean. Nice. A nice mean kid. I had a bad temper. My grandfather, who I never knew, was a professional soldier; he fought in the Civil War. He was a cavalry officer, and we had his sword in the house. I'd get mad once in a while and chase my sisters and anybody else who was in the way with that sword. Just to scare them. Sure, I wanted to be a ballplayer when I was a kid, but it wasn't my first love. Football was. My ambition was to be the greatest football player Notre Dame ever had. When I was ten, I was competing in football against fifteen-year-old kids. Running right over them. Knute Rockne was one of my idols. I heard him talk once on the radio, one of his inspirational talks. I'll never forget it. I'm very emotional. I cry at the movies. I still get the chills when I hear "The Star-Spangled Banner." I was a hell of a soccer player, too; in fact, I was declared a professional soccer player when I was fourteen years old. I was playing for the Catholic school in St. Louis when some guy came along and offered me $50 to kick soccer one Sunday. He was trying to compete against the pros in St. Louis, and he was signing all the kids from the Catholic schools who could kick soccer and who could run. And he was giving us $50, which was a lot of money. My dad was making $25 a week and supporting twelve children... Did you like the above example? Would you like to have such a narrative essay written especially for you? We are working 24/7 to provide you with professional narrative essay writing service at any time of day and night you may need our help.There is no topic we cannot handle. Popular posts: Research Paper Example Psychology Research Papers Persuasive Research Paper Papers Psychology Research Paper Religion Research

Consumer Behaviour in South Korea Essay Example | Topics and Well Written Essays - 1250 words

Consumer Behaviour in South Korea - Essay Example Even world-class businesses have failed to understand South Korean consumer behavior, but their culture has a big influence upon it. Introduction: The Importance of Consumer Behavior Research Understanding consumer behavior is a very important ability for marketers to have. This knowledge helps them plan marketing strategies that are effective for their target audience thereby increasing their ability to produce sufficient profits. Products have to be produced and presented in a manner that is appealing to potential buyers. In order to understand what the definition of appealing is to various consumers studies have to be undertaken that will reveal this information. Consumer behavior can vary greatly based on a wide variety of factors. Failure to understand consumer behavior has lead to the failure of many businesses and resulted in high amounts of monetary loss. To avoid the negative consequences of such ignorance, many companies perform market research before, during, and after the implementation of their plans. South Korea: Consumer Behavior and Culture One of the areas that have presented problems for companies seeking to expand their territories is the South Korean market. This is because consumer behavior is very different than that of those in other developed countries. South Korea has a culture all its own and it has effected consumer tastes. Companies who wish do business in this country and move hastily may find that they experience disastrous results. In order to properly and effectively enter into the South Korean market, companies should make sure that they perform thorough research. Even business giant Wal-Mart that has succeeded in establishing stores in many countries had to close and sell the stores that they opened in South Korea (Gandolfi & Strach 2009). The problem was that Wal-Mart had relied on the formula that had brought them so much success in other markets and failed to tailor their business to better suit the consumers in South Korea. The company, not accustomed to failure, had tried to save their sinking stores only to finally resign. While it is odd to think that a world-class company like Wal-Mart would lapse so greatly on a basic consideration like generation a proper understanding of the consumer behavior of the country in which they seek to practice business, that is exactly what happened. As Yakup (2011) reported, â€Å"International marketers believe that consumers would increasingly resemble each other and that they will eat the same food, wear same clothes, and watch the same television programs to an increasing proportion. But the reality is very different†. Somehow Wal-Mart assumed that they could peddle their culture in the South Korean market and be assimilated into it. However, South Korea consumers are not at all interested in adapting to a new culture in their own country. They, while being innovative consumers of products that fit in with their culture, have very traditional tastes. More specifically, the consumer behavior in South Korea reflects a preference to keep in line with what is culturally familiar. And, while it is true that many cultures can be divided into various sub-cultures that can be targeted and that people are subject to their own personal styles and tasted, the culture of South Korea is not individualistic. Rather, people there more or less follow the crowd. South Koreans carry more of a group identity, making it harder to introduce things of

Rhetorical Essay Example | Topics and Well Written Essays - 1000 words

Rhetorical - Essay Example In the course of this paper I will examine the rhetoric employed by Nathan Comp in his article entitled â€Å"An End to the War on Weed?† This article suggests that recent changes indicate the status quo with regards to the criminalization of marijuana may soon be at an end. Logos is an important aspect of Comp's argument. He wants to present his argument as eminently reasonable and the alternative to it as foolish. He presents many facts about the status quo which suggest that it is not working. He argues that there is a â€Å"growing sense that America’s marijuana policy is more harmful than the plant itself . . .† However, his reasoning is a bit simplistic. If the status quo is defective, simply remove the laws creating it, he says, and everything will be solved. This argument is a bit childish. As suggested below, legalizing marijuana does not solve the crime problems relating to other drugs. He argues that voters no longer seem to care that presidents have a dmitted to using marijuana. That is an important fact, but all presidents have said it is a negative thing and none support its legalization. If voters were to elect a stoner as president that might be more definitive. The suggestion is frequently made that marijuana is safer than alcohol, but again little evidence is used to support this claim. Experts are quoted saying: â€Å"The problem is that people still have a perception of harm that’s been built up over many years . . . If marijuana were legalized tomorrow, in 10 years these perceptions would be very, very different.† This is pure supposition and not logic. The evidence is divided on this issue. Nevertheless, this effort to appeal to authority sounds convincing and is useful logos. A great example of Comp employing ethos to recommend his argument is when he speaks about the Obama administration's potential backtracking on a liberalized regime towards marijuana. Comp does not believe these actions mean much. He writes, â€Å"to paraphrase Victor Hugo, not even the strongest government in the world can stop an idea whose time has apparently come.† This is a useful quote as it appeals to idealism and faith. It suggests that the people are opposed to the government and that the people have right on their side. By quoting Hugo, Comp sounds more credible, more classical, and more authoritative. This is a good example of using rhetorical ethos to make a point. The paraphrase is slipped into the argument but helps set a persuasive tone. The ethos Comp wants to communicate through this paper is one in which those who support legalization are pragmatists and progressives, and those who oppose it are retrograde and careless. This is a moral issue for Comp. The two sides are divided between good and bad. Pathos is as much a part of Comp's argument as any other rhetorical technique. He tries to frighten the reader into believing in his view on legalizing marijuana. Describing the situation in M exico, he writes that arguments for legalization â€Å"have taken on unusual gravity over the last year, as drug-fueled violence along the Mexican side of border has excited fears that the carnage and mayhem will spill over into American cities. Testifying before a House panel in March, a top Homeland Security official warned that the cartels now represent America’s largest organized-crime threat, having infiltrated at least 230 American cities.† He presumes that these facts support the argument for legalization,