Marketing Segmentation, Targeting and positioning of Burger King Essay

Background The following is the analysis the segmentation, targeting positioning of Burger King. Burger King Corporation is founded by James McLamore and David Edgerton, beginning the legacy of flame-broiled beef and commitment to quality ingredients and friendly service. BURGER KING is the second largest fast food hamburger chain in the world. Nowadays, more than 11 million guests visit BURGER KING Restaurants around the world. When back to early 2004, their sales profit starting to slump. Burger King’s CEO had change their advertising agency CPB and amend their marking strategy to gain their revenue. Market Segmentation Markets consist of buyers, and buyers differ in one or more respects. They can be divided by demographic factors, geographic factors, and behavioral factors or by psychographic factors. Any of these variables can be used to segment a market. Seller can design a separate product or marketing program potential customer. Burger King have dividing their market into demographic factors, geographic factors, psychographic factors and behavioral factors. As geographic factors, Burger King are dividing the customer by region , they located in USA since 1954.On June 30, 2004, Burger King had 7,976 store all around in USA, the local people can just came by their neighborhood to enjoy their meal. As demographic factors, they dividing the customer by young male, kids and family. Burger King Start to use a logo which is a man sitting on a hamburger and holding a soft drink to represent their company in 1955.In 1960, Burger King transformed their logo from a man into an animated cartoon character t hat a kid wearing a crown in their television advertisements, introducing children to BURGER KING with the famous slogan, â€Å"BURGER KING ®, Where Kids Are King!† In order to take the kids as potential customer, Burger King had to including the parents which pay for the children‘s meal at the same time. Burger King started The HAVE IT YOUR WAY ® marketing campaign revolutionizes the fast food industry by encouraging customers to customize the ingredients of all BK ® sandwiches to fits the whole family member need. As behavioral factors, Burger King dividing the customer by benefits by speed and economy, regular occasion and regular  user, a fast food restaurants which affordable food products that can be prepared and served within a short stipulated amount of time. As y psychographic factors, Burger King dividing the customer by lowers social class and working class, which they will buy their meal in a fast food restaurants quickly and take away their food then they can able to back to work. Market Targeting Market segmentation reveals the market-segment opportunities facing the firm. The firm now has to evaluate the various segments and decide how many and which ones to targets. A development of a marketing max which can then be directed at a particular unique segment. Burger King are using concentrated targeting in the case, it means concentrates on serving many needs of a particular customer group. Burger King‘s advertising agency CPB advice to using The HAVE IT YOUR WAY ® as the theme and begins to experiment with humorous web marketing campaigns, such as the Subservient Chicken. CPB designing a web site which allowed visitors to type in commands that a man dressed like a chicken executed. This is targeting the demographic group with young adult market, notably among young males which they do not watch television commercial and surfing on internet all the time, they are willing to try new things. The most important thing is they will share the fun news with their friend and family, it can let the campaign became word of mouth and spread it all over the world. In 2005, CPB created a faux heavy metal band called Coq Roq to launch the new product chicken fries by Web site, music videos, t-shirts, CDs, and ring tones, this is also targeting the same demographic group. It shows that Burger King are just target on segment within the total market. Market Positioning Market positioning is the process of communication the brand to the target customers in such a way that can easily recognize where it fits with competing products. Burger King had targeting young adult market, notably among young males market. They position their market as serving high-quality, great-tasting, and affordable food. Compare with their mainly competitor McDonald are targeting kids and families, they had a different targeting audience. McDonald also serving affordable food, but them serving  the customer differently, Burger King promise their customer can HAVE IT YOUR WAY ®, customer can customize the ingredients of all BK ® sandwiches, with the similar pricing of food, Burger King having better service quality. When their competitor McDonald only provide snacks like French fries and chicken nuggets, Burger King had both products and they provide onion rings, Burger King had provide more variety choice for their customer. Conclusion: In conclusion, Burger King had using the marketing strategy to maintain the second largest fast food hamburger chain in the world. Burger King using concentrated targeting with the young adult market, notably among young males, Burger King does not require the use of mass production, mass distribution, and mass advertising. Burger King had gain the big success. There is still a disadvantages, they have abandon the female market and the other potential customer. The whole world trend has encourage people to eat healthy food, the entire fast food hamburger chain had facing the challenge. The time had change, female are the next global emerging market, their economic power is truly revolutionary, representing the largest market opportunity in the world. Probably Burger King should targeting the female market, create a new brand with brand new healthy food menu, they even to serve coffee and desserts, and held up the charity function or donation to develop a positive image. Referencing: Philip Kotler, 1994. Marketing Management: Analysis, Planning, Implementation, and Control (The Prentice-Hall Series in Marketing). 8th Edition. Prentice Hall. BPP Learning Media, 2012. CIM – 1 Marketing Essentials: Study Text. Edition. BPP Learning Media. About BK ® | Company Information | BURGER KING ®. 2014. About BK ® | Company Information | BURGER KING ®. [ONLINE] Available at: http://www.bk.com/en/us/company-info/about-bk.html. [Accessed 02 April 2014]. .2014[ONLINE]Available at:http://investor.bk.com/download_arquivos.asp?id_arquivo=E1719FB0-8AC7-4769-A163-6CDD72847D64. [Accessed 02 April 2014]. Burger King – Subservient Chicken – YouTube. 2014. Burger King – Subservient Chicken – YouTube. [ONLINE] Available at: https://www.youtube.com/watch?v=bBsEJKRM-oQ.

Elizabethan Age Essay

Elizabethan age was an era of extraordinary juxtaposition of whole new avenue of thoughts and avalanche of ideologies, which flowed in words of great literary geniuses. It began with the spirit of Renaissance marked by the quest for adventure and material wealth. It was the age when the minds of the people were lured by the new visions of distant lands rich in gold jewels and were swayed by the captivating charm of the beauty and loveliness. Music, Dance and Mirth played a significant part in their lives. On the other hand, Elizabethan era also saw the decay of moral values. From the noble class to gentry and from royalties to peasantry: people in an inexhaustible pursuit of materialism devoid from spirituality, adopted greed and corrupt values. The literature world delved deep into the psyche of the masses to illustrate the situation whereby in their quest for lavish life, they forgot that the tragic end is waiting for them. Both Marlowe and Shakespeare created the characters in their enduring plays Dr. Faustus and Hamlet who became the emblem of tragic heroes. They both enjoyed royalties because of their noble birth but both of their lives ended in tragedy in virtue of their most tragic flaw in their character. Their flaw was their greed and pride, which led them to pursue their evil designs and eventually their death. Marlowe’s hero is Dr. Faustus who had extraordinary qualities and was a super human but his consuming passion reaches beyond the ordinary aspiration until he meets with his fate. It was not the matter of his own fall but it was a struggle between his overweening soul and in its insatiable ambition, and the limitations, which it seek to overcome. On the other hand, we cannot say Hamlet was lacking in moral values but he was also a conqueror and his greed to revenge the murder of his father surpassed all his good actions and deeds. For the power and wealth, Claudius murdered King Hamlet whose soul wanders and tortures the young Hamlet to ponder upon some foul play. Dr. Faustus’s over ambitious desire and zeal induced him to sell his soul to evil. He abjured the scriptures, the Trinity and Christ to fulfill his inordinate ambition to gain super human powers by gaining mastery over unholy art of magic. By selling the soul to Devil, he lives a Blasphemous life full of vain and sensual pleasures for complete twenty-four years and did not even hesitate to insult and assault the Pope with the Holy Fathers at Rome. Though he feels a constant dispute going on in his soul between his overweening ambition and conscience (a struggle between the seven deadly sins and ethics or moral principles), between the Good Angel and Evil Angel that externalize the inner conflict. But Dr Faustus surrenders himself to the allurements of the Evil Angel, thereby paving his way for eternal damnation. In his inordinate passion to unravel all the mysteries of the universe, he forgot that he cannot overpower the time and when ultimately the time came for the evil angel to take his soul, he realizes that his sins are unpardonable and nothing can save him from eternal damnation. And before the devils snatch away his soul to the burning hell, the excruciating pangs of a deeply agonized soul finds the most poignant expression in Faustus’s final soliloquy. â€Å"My God, my God, look not so fierce to me! Adders and serpents, let me breathe a while! Ugly hell, gape not: come not Lucifer: I’ll burn my books: Ah, Mephistophilis! (Marlowe, 1588, Dr. Faustus: Scene XIV) Shakespeare’s Hamlet also had a tragic end-but the end of Hamlet was not due to the flaw in his moral character but the waver of the mind of the noble soul to avenge the death of his father. The play began with the presence of supernatural element in the form of the Ghost of Hamlet’s father. Both Bernardo and Horatio accepted the Ghost as a portent, or as foreshadowing a coming event. The figure of Ghost implied the emergence of foul play that would change the course of Hamlet’s life and the impending doom owing to the Greed of Hamlet’s uncle, Claudius who later ascended the throne of Denmark and married Hamlet’s mother. The indecent haste in which she had remarried made Hamlet think foul play behind his father’s murder and he remarked, â€Å"O God! a beast that wants discourse of reason,/would have mourned longer and made him generalize, â€Å"Frailty thy name is woman! † (Shakespeare, 1600, Hamlet: Act I, Scene II 146). Prince Hamlet decided to avenge the death of his father but as he was thoughtful by nature, he delayed the revenge and instead entered in a deep melancholy. Claudius and Gertrude in a bid to know about the cause of Hamlet’s behavior made Hamlet’s friends Rosencrantz and Guildenstern to keep a watch on him. On the other hand, Hamlet was blind to seek the revenge of his father and called upon the traveling actors to act a play depicting the scene in the way he had imagined his father was murdered. He invited Claudius to see the play and if he reacted at the scene, Hamlet would be ensured about Claudius guilt. And the same happened, as soon as the scene came, Claudius left the room in haste and Hamlet got the proof. Hamlet went to kill Claudius but when he found him praying, Hamlet stopped as the killing at that time would mean that Claudius soul would go to heaven. Claudius was so scared now that he decided to send Hamlet to England, but meanwhile Hamlet went to meet his mother where Polonius was hidden. Hamlet thought that Claudius was hiding there and in a fit of rage, he picked up the sword and instead of killing Claudius, he killed Polonius. Hearing the news of the death of Polonius, Opthelia went mad with grief and killed herself by drowning in the river. Polonius son, Laertes now wanted to avenge his father and sister’s death. Taking the advantage of situation, Claudius instigated Laertes for a duet with Hamlet, and gave him a sword of poison and also prepared a drink to poison Hamlet to death in case he won the battle. In a sword fighting after the Ophelia’s funeral, Hamlet could hit Laertes first but declined to take a drink instead Gertrude, Hamlet’s mother took a drink and died on the spot. Laertes was able to wound Hamlet and after Laertes revealed the real culprit to Hamlet, he too died due to the cut on his arm by his own sword. Wounded Hamlet did not hesitate even for a second; he picked up a poisoned sword, stabbed Claudius and forced him to drink the remaining of the poisoned wine. Claudius went into the eternal doom and Hamlet too died but after taking his revenge. In play Dr. Faustus, Marlowe had captured the moral value of greed for materialistic matters in the form of Dr. Faustus’s aspirations for gaining the knowledge of black magic, and for this purpose, he bid farewell to the religious values of medieval period, in other words to divinity. â€Å"These metaphysics of magicians And necromantic books are heavenly; O, what a world of profit and delight Of power, of honor of Omnipotence, Is promised to the studious artizen: All things that move between the quiet poles Shall be at my command† (Marlowe, 1588, Dr. Faustus: Scene I) These lines show Dr Faustus was pelf with power, whereas, in â€Å"Hamlet†, the main protagonist of William Shakespeare is a noble soul and possesses strong moral convictions. Though he too kills Polonius but it was out of revenge and erroneously mistaking him for Claudius, his father’s murderer. He thinks it is his moral duty to revenge his father’s death then only his father’s soul will rest in peace. He is a true representative of medieval period. He is as said by Herlinde Pauer-Studer in her book, â€Å"Norms, Values and Society†, â€Å"He acts on his moral sense of duty, even though he knows that he is doing it at the cost of his happiness and life. † (Studer-Pauer 1994) He put on his antic disposition and says, â€Å"The time is out of joint, O cursed spite, That ever I was born to set it right. † (Shakespeare, 1600, Hamlet: Act I Scene V) The second comparison can be made between Hamlet and Dr. Faustus in the way both Hamlet and Dr Faustus carried out their plans to fulfill their aims. Dr. Faustus defies the medieval conventions of love, selfishness and trust to become all powerful and wealthy and tried to become evil by killing his own ministers. He is a true representative of Renaissance period whereby man can go into an extreme extent to achieve his aims. â€Å"With the help of spirits Dr, Faustus feels: â€Å"I’ll levy soldiers with the coin they bring, and chase the Prince of Parma from the land, and reign sole king of all our provinces. † (Marlowe, 1588, Dr. Faustus: Scene I) Whereas on the other hand though Hamlet’s aim was good but the route he adopted was not consistent with Christian ethics. He followed dishonest ways like deception and homicide to carry on with the plan of revenge. â€Å"I am myself indifferent honest; but yet I could accuse me of such things that it were better my mother had not borne me; I am very proud, revengeful, ambitious †¦What should such fellows as I do crawling between heaven and earth. † (Shakespeare, 1600, Hamlet: Act III, Scene I) But there are certain elements of good deeds and the values of medieval ages that still are visible in the human souls and in their thoughts and actions. Both Marlowe and Shakespeare created the characters that were not evil in the real sense. Before carrying on their evil deeds the goodness, which prevail in their soul makes them to give second thoughts in the form of the consequences of their deeds. This is third aspect in the way Shakespeare and Marlowe made protagonists think of the consequences, which they can face if they follow their whims. Hamlet was in a state of dilemma, â€Å"To be or Not to be† (Shakespeare, 1600, Hamlet: Act III, Scene I) whether to take revenge by killing or not, and the consequences of his actions loom large on him. His soul was arguing whether his actions followed the norms of the society or not? Is it evil to punish the evil or killing is wrong altogether. If one goes by the rule utilitarianism, one must follow the rules and which would bring utility for all. (Studer-Pauer 1994) and in this concept what Hamlet did is absolutely right but according to the law of the land what he did was wrong and way he carried out his executions had serious lapses. These lapses occurred only because his other side of the soul was not permitting him to carry on with the killings. His character of being a noble soul came to light in the scene when he was going to kill Claudius but when he saw him praying he could not kill him. Whereas Dr. Faustus finally sold his soul to Evil, still the good side of his was again and again prompted him to go back to divinity and seek forgiveness from Jesus. His conscious mind was rebelling against his whims in the form of Good Angels but he did not bother to listen. This is the finest example in English literature to prove the biggest reality of the man’s nature. Man is not born evil but even if he is succumbing to evil designs, there within deep his heart and soul, his consciousness will keep on prompting him what he is doing is wrong. This is the difference between Hamlet and Dr Faustus. Hamlet wants to take revenge but his virtuous character and goodness in him was making him delay the revenge. He did take revenge finally but at the cost of his own life and the life of so many others. Whereas though the Dr Faustus’s conscious mind was prompting him to recede but he want only more and more of wealth and power. Claudius got punished for the sins he committed not by his choice but by fate, and Laertes repented, â€Å"Laertes, poisoned by his own sword, declares, â€Å"I am justly kill’d with my own treachery. † (Shakespeare, 1600, Hamlet: V Scene II 318). Whereas Dr. Faustus’s end was the result of his own deed-his deal with devil Lucifer and he lamented, â€Å"On God, whom Faustus hath abjured! On God whom Faustus hath Blasphemed! Ah, my God, I would weep! But the Devil draws in my tears. Gush forth blood, instead of tears! yea, life and soul-O, he stays my tongue! I would life up my hands; but see they hold em, they hold em! † (Marlowe, 1588, Dr. Faustus: Scene III) There was a certain fascination associated with the transition, which was carried on in the period of renaissance and the plays try to show the same. On one hand, there was whole new lease of life in the form of scientific and technological developments and on the other hand moral values were loosing ground. People were not thinking that for every beginning there is an end. With this there was a sense of insecurity too, which is so destined. The distinction points were made keeping in view the social circumstances of the time. There was reformation in every sphere of life and people were swept by the waves of these reformations. These reformations were like magic for them. With the magical powers of scientific discoveries and technological advancement, every one wanted to gain wealth, power and prestige without adhering to religious norms and wanted life of sexual fulfillment and pleasurable living even at the cost of killing near and dear ones. REFERENCES Baker J. , Bredemann A. , & Brussart B. , McLeer A. , Tuck Tiffany & Wolowicz T. 1997. Renaissance Attitudes Towards Faustus as a Magician.Retrieved on September 25, 2007 from http://www. english. uga. edu/cdesmet/tiffany/faustus. htm Collins J. (2006) An Introspective Look at Corruption from Hamlet Spoiled Fruits, Stolen Nation Retrieved on September 24, 2007 from W. W. W: http://www. associatedcontent. com/article/70560/an_introspective_look_at_corruption. html Marlowe C. Doctor Faustus (1588) New York: P. F. Collier & Son Company, 1909–14 Shakespeare W. Hamlet (1600) The Norton Shakespeare: W. W. Norton & Company, Inc. , New York, NY: 1997 Studer-Pauer, Herlinde (1994) â€Å"Norms, Values, and Society† Netherlands: Kluwer Academic Publishers.

Modernity versus Westernization Essay Example | Topics and Well Written Essays - 4250 words

Modernity versus Westernization - Essay Example Modernity is the concept by which there is a discontinuation of the past from the present. This discontinuity arises from social and cultural changes which occur through progress or decline. The premise is life in the present is different from life in the past. This is a view held globally and clashes with tradition which stipulates that the present is a continuation of the behaviour and events of the past and continue to be repeated. Modernity is viewed as a problem since it challenges and replaces the traditional way of life. It results in alternatives and unmanageable changes and that the present is merely a period of transition and is not directed towards a specific future goal. The changes happening at the present and in which will happen in the future are seen as products of forces beyond our control. Modernity presents a vast selection of alternatives such as in lifestyle and historical possibilities. In contrast, traditional culture offers the present a certain number of alte rnatives. The proliferation of alternatives is often seen as a threat to tradition and efforts are made to limit these alternatives.Westernisation is a form of modernity. There is discontinuity between the past and the present. However, there occurs a specific phenomenon in westernisation wherein traditional societies come under the influence of western culture. Western culture permeates and influences industry, technology, politics, law, economy, lifestyle, values, religion, and almost every niche and aspect of society. It had accelerated its influence throughout the world these past few centuries. It is related to the process of acculturation wherein changes happen within a society or culture when two different groups come into constant and direct contact with each other. The result are changes in the cultural patterns of one or both groups. In the case of westernisation, the changes in cultural patterns occurs in native societies as they come into contact with western cultures an d are exposed to their influences. B. Religion and social movements Many studies have shown that religion helps to mobilize resources for groups and organizations that are engaged in democratic movements or safeguard the interests of marginalized sectors. It provides much needed social capital and democratic skills that are requisites in democratic participation. As political alternatives and political discussions happen in civil society, religion provides sustaining support to it. Christian Smith's "disruptive religion" takes notice of the "religious assets for activism", many being cultural assets. His work shows that religion is important in social protest. His study on U.S. religious resistance to counterinsurgency activities in Central America gives insight on the moral outrage which served as the basis for "insurgent consciousness". Smith showed how certain individuals were made receptive to mobilization with religion moulding their sensibilities such that their violation results in outrage. Religious networks also made people "subjectively en gageable" to mobilization. Smith sees people as moral beings who try to create their lives out of external tensions and divisions (Wood 1995). Many of the changes that have occurred worldwide these past four decades can be attributed to or in part effected by religion. Many religious leaders have not only served as proponents or initiators, but have paid dearly with their lives. Religious nationalism has become active these recent decades, connecting religious convictions with the population's political and economic destiny. Many nationalist movements have incorporated the revival of traditionalist religious doctrines in their national identity and leadership. Among the strongest forces in religiously influenced social movements is Islamic nationalism which has influenced both national and international politics. The encroachment of western influence into the Muslim world during the 19th century spurred movements seeking the restoration of

Grave markers in colonial america Essay Example | Topics and Well Written Essays - 2500 words

Grave markers in colonial america - Essay Example Both the whites and the blacks has ever since observed some form of marking to the passing of a person with grave markings being among the most used forms of observing the passing on of a person. Colonialism, slavery as well as the ideology of being free had a critical part to play while observing this stage of life and hence the interest in carrying out this study. In understanding the evolution of humans through the stages of slavery, colonialism as well as the independence, this paper intends to focus on historical artifacts and records to establish the perceptions and attitudes of persons towards slavery, colonialism and their effect on tradition and the issue of grave markings with a special focus on America. This paper therefore intends to answer the question on how the larger society have swayed over years from the dictates of slavery and colonialism in such social concerns and whether this can be observed in the grave markers. The evolution of social perceptions and attitudes towards the death of a person and the subsequent burial of the remains can be seen through many archaeological features among which are grave marks. Early markers have evolved to shape what we have today in many societies with a definite evolution from then use of wood, slate, sand stone, marble/sandstone as well as granite for making grave markings (Erik, 2014). Besides, the reshaping of the society as influenced by religious believes would be seen to have had great influence on how people would perceive death. For instance, traditional African faiths had much respect of dead persons as were believed to only change in physical state but living in the spirit after death. In the 18th century (after great awakening), the religious wave in America changed the perceptions of the whites much through the faith that death was not to be feared but rather looked forward to. Christianity taught that death gave a person a time to reunite with

How science textbooks provide philosophical normative or celebratory Essay

How science textbooks provide philosophical normative or celebratory -- accounts of science - Essay Example However, the main aim of philosophy is to uncover what exactly qualifies as a science, the efficiency of scientific theories it comes with and the primary rationale for science itself. Scientific textbooks act as basis for understanding various accounts of science in different perspectives. Basically, this essay recognizes the fact that these textbooks are indeed fundamental in understanding both philosophical normative and celebratory accounts of science. Perhaps, the principal question is whether they offer adequate normative and celebratory accounts of science. The above thesis is supported by a look at both normative and celebratory accounts as follows. Usually, normative accounts of science involve an attempt to relate certain reasoning to an ultimate model while basing such reasoning to what is perceived to be right and normal. Scientific textbooks do make claims on how things should be, how to rate them, the identity of good and bad, and recognition of the wrong and right components of the claims. Arguably, the normative nature of a statement is independent of whether it is verifiable, can be verified or majority held. Significantly, normative claims and their meanings are an important part of human life. They help man in his daily organization and thought planning. Thus, they are essential to decision making especially those involving distinction of political and ethical discourses. Therefore, the use of scientific textbooks in understanding philosophical normative contexts is without doubt a beneficial way of appreciating scientific accounts (Achinstein 51). On the other hand, these textbooks also offer a basis for understanding philosophical celebratory accounts of science. Science attempts to unravel certain happenings and explain why they are exactly so. Scientific realists assert that the main aim of science is to state the truth and that individuals should consider

Reaction Paper 3 Term Example | Topics and Well Written Essays - 500 words

Reaction 3 - Term Paper Example In most instances at present thus, conventional measures of incarceration with punishment, deterrence, and incapacitation become rather less conducive especially for mental health considering situations in which prisoners with history of psychological disorder worsen in prevailing condition as to become contagious with fellow inmates. The availability of community supervision, as an alternative remedy employs a more humane and sensible approach which apparently is not covered within customary incarceration. While the latter remains emphatic with the old rigid tradition of confining the accused and convicted criminals, community supervision may assume flexible forms capable of reducing harshness or severity of the former system given that the offender complies to accept a specified period of supervision by a probation officer and abide by additional set of particular rules required by the court while the sentence the offending party ought to serve is put under suspension (Community, 2 010). Justice advocates and some critics on their side might react in opposition and raise protest toward any possible impunity with community supervision on the ground that punishment must be executed to those who deserve it. Upon deeper evaluation of such mechanism to differentiate from incarceration, nevertheless, supervision in its essence would prove beneficial at being able to transform a criminal from a violent character to a sane and sound well-being. If incarceration has since been able to produce targeted results at resolving to renew moral conduct of convicted individuals while in the course of being punished, discipline offered through a less crude option of community supervision may be customized to adjust to the specific needs of a criminal. This way, much focus may be granted to the latter who, by personal choice of the officer-in-charge,

Food safety Assignment Essay Example | Topics and Well Written Essays - 1000 words - 1

Food safety Assignment - Essay Example In food establishments, MSDS sheets are important because they illustrate the various physical and physical properties of the particular hazardous product in use. This information is essential because it informs the user about the toxicity of the substance, safe procedures of usage and appropriate methods of storage and disposal. Food establishments use a diversity of chemicals to prepare various dishes. OSHA requires the MSDS sheet written in English and to include information about the hazardous substance used in food establishments and other working places. The MSDS sheet should include the name of the chemical as indicated in the label from the manufacturer and the common names used for that particular substance. In addition, the sheet should list the ingredients used to make the hazardous substance and list the health hazards of each toxic ingredients used in the substance, including whether they are carcinogenic or have other adverse medical effects. The provision of this infor mation on MSDS sheets improves the safety of both the employees and the consumers of the products in food establishments. Knowledge of the hazardous substance minimizes accidents associated with improper use such as using excess amounts, errors in applying it for unintended purposes and lack of wearing or observing the appropriate precautionary measures while using the product. Cleaning entails the removal of the dirt such as food, soil, rust stains, minerals from a surface and it is achieved by using a cleaning agent that has the ability to remove the particular dirt. Some of the common food contact surfaces in food establishments that attract the dirt include dishes, chopping boards, utensils, cutleries among others appliances. There are four different classes of cleaning agents, including detergents, acid, solvent and abrasive

Protection of Private Information Essay Example | Topics and Well Written Essays - 750 words

Protection of Private Information - Essay Example A stricter law sometimes paved way for hindrance for multinational companies that operated in European Union countries but in the broader sense all member nations could exchange private information in the private and public segment (Data Protection and Privacy. n.d). The European Union authorities have signed a pact with United States that enables officials in the United States to have a wide access to private information like credit card transactions, travel histories and internet surfing nature of people in Britain. The United States law enforcement organisations and security agencies will have the liberty to access private information of European Union citizens. The pact will undermine the privacy of individuals and American will have the freedom to check on anyone it finds fit for scrutiny. The propaganda has evoked mixed results among authorities within the European Union and some comment that local official are not to be trusted while handling sensitive private information and the revelation of this data to another nation may result in virtual abuse. The pact is of advantage to the United States because it can intrude into the details of any person in the European Union and Britain through credit card companies, banks and other establishme nts that collect person details. Earlier, the European Union imposed sanction if any firm gave information against the information protection law. The pact will now give better protection for firm on transfer of private information. The pact is set to allow European governments and firms to exchange private details of internet and credit card users and make it legally binding on both the United States and European Union. However, required law has not been drafted whereby European Union citizens can hold the American government liable for misuse of information. The pact calls for exchange of information about airlines and international bank transfers. Though this is not a total transfer of information between European Union nations and the United States, the pact provides extensive access of private information which is considered to be protected according to the European Union law (Leppard, 2008). The decision has come up after difference of opinion evolved between Europe and United States in terms of sharing private information post the 9/11 attacks. The United States demanded information about air passenger and bank transfer details which most of the European Union nations denied stating privacy laws. The common agreement is finalized to evade future problems in terms of information sharing. But from the corporate point of view, more companies will be in a dilemma to find a balance between European and American law (U.S., EU near deal on private data: NYTimes. 2008). New Zealand has amended the Privacy Act 1993 in December 2000 to secure a revelation by the European Commission that New Zealand's privacy protection policy is adequate according to Article 25 of Data Protection Directive of the European Union. The amendment was passed when New Zealand's Privacy Act is applauded as the most detailed national privacy policy maintained outside the European continent. The Act specifies twelve data privacy principles with respect to collection, disclosure, use and storage of private information. The law is applicable to personal data in all kinds and it is applicable to all agencies in the private and public segment. The law has a separate rule for unique identifiers and the government's

Resume Essay Example | Topics and Well Written Essays - 250 words - 15

Resume - Essay Example I addition, I learned competence in reports on stock performance, delivering forecasts of revenue opportunities; analyzing portfolio data and making recommendations about prospective capital investments that help in decision making of the firm. I have gained experience as a bank accountant at an internship as from January to April 2014 at cooperative bank. As a bank accountant I have prepared journal entries, posting to the general ledger and also posted the journal entries. I have also posted subsidiary ledgers and performed ledger accounts reconciliation. I also have prepared cash position of the bank on daily, weekly and monthly basis to ensure the bank had sufficient cash for making day-to-day transactions. I was also required to prepare stock reports and ensure the reports were viewed by the management. Moreover, I assisted during preparation of financial statements including a balance sheet, income evaluation statement, and cash flow illustrating statement. The internship session equipped me with the experience of delivering solutions as an accountant in the bank and now am competent in that

King Richard III by William Shakespeare Essay Example for Free

King Richard III by William Shakespeare Essay T he plays depict the collapse of English control over parts of France and the bitter and fierce internal struggles between the Houses of Lancaster and York in the fight to gain the crown of England. King Richard III is regarded (Hume 202) as a piece of prop aganda support ing the Tudor monarchs who succeeded Richard after he was killed in battle . This essay examine s how the theme of conscience is evidenced in Shakespeare’s play, and how the issues addressed are reflected in my daily life. (100 words) One prominent theme in the drama is the theme of conscience. Throughout the drama, Richard,  Duke of Gloucester, murders and betrays to gain the English crown. His conscience , however, is evident. In Act I scene iii, Margaret, an exiled former queen , has a special curse for Richard , who kille d her husband and her son (lines 224 9) : The worm of conscience still begnaw thy soul. Thy friends suspect for traitors while thou liv’st, And take deep traitors for thy dearest friends. No sleep close up that deadly eye of thine, Unless it be while some tormenting dream Affrights thee with a hell of ugly devils. Most of Margaret’s curses are fulfilled during the play. Richard struggles  with his heavy conscience. In Act IV scene I Lady An ne , his wife is distressed to learn that she is to be crowned his queen, and speaks of her unhappiness and his guilty conscience: For never yet one hour in his bed Have I enjoyd the golden dew of sleep, But have been waked by his timorous dreams. Spec tacularly, in the scene before the battle at Bosworth, King Richard is visited by the ghosts of h i s victims . His soliloquy in Act V scene iii suggests that he is overcome by a ‘coward conscience’ (lines 191 6) : O coward conscience, how dost thou afflict me! The lights burn blue. It is now dead midnight. Cold fearful drops stand on my trembling flesh. 2 The theme is developed . Co nscience can be a manipulative tool used by cowards , Richard declares: Let not our babbling dreams affright our souls: Conscience is but a word that cowards use, Devised at first to keep the strong in awe: Our strong arms be our conscience, swords our law. I shall now consider how conscience relates to my daily life. It has often been remarked (e. g. G ui 203; Palfreyman 80) that Richard’s assertiveness, his strength and determination command a respect of their own, his crimes aside. Every day, I read in the papers that someone has exercised ruthless power over other people in some way, and so made ‘swords [their] law’ to wi n a contest, whether it be in the form of school bullying, or rise to political power as in this play. I am still unclear as to how far we should assert ourselves to gain things that we want at others’ expense like this. It frightens me that I can understa nd such tyrants and see them as essentially very human. Such things are an integral part of life and ourselves and will never go away. I believe, though, that  there is such a thing as conscience, yet whether it is only something we have been taught is har d to establish. It is possible to see Shakespeare’s play as an elaborate wish fulfillment or fantasy, therefore. In sum, Shakespeare directs us to focus , non simplistically, on tyranny and ruthlessness in our midst. In a sense , the portrayal of Richard as a man with a conscience and, at the same time, with astute manipulative powers gives the drama unresolved humanistic problems. We may need to ask ourselves how far we can go to attain our ends while still sleeping at night.

Software Development Life Cycle Models

Software Development Life Cycle Models The Systems Development Life Cycle (SDLC) is a conceptual model used in project management that describes the stages involved in an information system development project from an initial feasibility study through maintenance of the completed application. Various SDLC methodologies have been developed to guide the processes involved including the waterfall model (the original SDLC method), rapid application development (RAD), joint application development (JAD), the fountain model and the spiral model. Mostly, several models are combined into some sort of hybrid methodology. Documentation is crucial regardless of the type of model chosen or devised for any application, and is usually done in parallel with the development process. Some methods work better for specific types of projects, but in the final analysis, the most important factor for the success of a project may be how closely particular plan was followed. This is the most common and classic of life cycle models, also referred to as a linear-sequential life cycle model. It is very simple to understand and use. In a waterfall model, each phase must be completed in its entirety before the next phase can begin. At the end of each phase, a review takes place to determine if the project is on the right path and whether or not to continue or discard the project. Unlike what I mentioned in the general model, phases do not overlap in a waterfall model. Waterfall Life Cycle Model Advantages à ¢Ã¢â€š ¬Ã‚ ¢ Simple and easy to use. à ¢Ã¢â€š ¬Ã‚ ¢ Easy to manage due to the rigidity of the model each phase has specific deliverables and a review process. à ¢Ã¢â€š ¬Ã‚ ¢ Phases are processed and completed one at a time. à ¢Ã¢â€š ¬Ã‚ ¢ Works well for smaller projects where requirements are very well understood. Disadvantages à ¢Ã¢â€š ¬Ã‚ ¢ Adjusting scope during the life cycle can kill a project à ¢Ã¢â€š ¬Ã‚ ¢ No working software is produced until late during the life cycle. à ¢Ã¢â€š ¬Ã‚ ¢ High amounts of risk and uncertainty. à ¢Ã¢â€š ¬Ã‚ ¢ Poor model for complex and object-oriented projects. à ¢Ã¢â€š ¬Ã‚ ¢ Poor model for long and ongoing projects. à ¢Ã¢â€š ¬Ã‚ ¢ Poor model where requirements are at a moderate to high risk of changing. V-Shaped Model Just like the waterfall model, the V-Shaped life cycle is a sequential path of execution of processes. Each phase must be completed before the next phase begins. Testing is emphasized in this model more so than the waterfall model though. The testing procedures are developed early in the life cycle before any coding is done, during each of the phases preceding implementation. Requirements begin the life cycle model just like the waterfall model. Before development is started, a system test plan is created. The test plan focuses on meeting the functionality specified in the requirements gathering. The high-level design phase focuses on system architecture and design. An integration test plan is created in this phase as well in order to test the pieces of the software systems ability to work together. The low-level design phase is where the actual software components are designed, and unit tests are created in this phase as well. The implementation phase is, again, where all coding takes place. Once coding is complete, the path of execution continues up the right side of the V where the test plans developed earlier are now put to use. Advantages à ¢Ã¢â€š ¬Ã‚ ¢ Simple and easy to use. à ¢Ã¢â€š ¬Ã‚ ¢ Each phase has specific deliverables. à ¢Ã¢â€š ¬Ã‚ ¢ Higher chance of success over the waterfall model due to the development of test plans early on during the life cycle. à ¢Ã¢â€š ¬Ã‚ ¢ Works well for small projects where requirements are easily understood. Disadvantages à ¢Ã¢â€š ¬Ã‚ ¢ Very rigid, like the waterfall model. à ¢Ã¢â€š ¬Ã‚ ¢ Little flexibility and adjusting scope is difficult and expensive. à ¢Ã¢â€š ¬Ã‚ ¢ Software is developed during the implementation phase, so no early prototypes of the software are produced. à ¢Ã¢â€š ¬Ã‚ ¢ Model doesnt provide a clear path for problems found during testing phases. Spiral Model The spiral model is similar to the incremental model, with more emphases placed on risk analysis. The spiral model has four phases: Planning, Risk Analysis, Engineering and Evaluation. A software project repeatedly passes through these phases in iterations (called Spirals in this model). The baseline spiral, starting in the planning phase, requirements are gathered and risk is assessed. Each subsequent spirals builds on the baseline spiral. Requirements are gathered during the planning phase. In the risk analysis phase, a process is undertaken to identify risk and alternate solutions. A prototype is produced at the end of the risk analysis phase. Software is produced in the engineering phase, along with testing at the end of the phase. The evaluation phase allows the customer to evaluate the output of the project to date before the project continues to the next spiral. In the spiral model, the angular component represents progress, and the radius of the spiral represents cost. Advantages à ¢Ã¢â€š ¬Ã‚ ¢ High amount of risk analysis à ¢Ã¢â€š ¬Ã‚ ¢ Good for large and mission-critical projects. à ¢Ã¢â€š ¬Ã‚ ¢ Software is produced early in the software life cycle. Disadvantages à ¢Ã¢â€š ¬Ã‚ ¢ Can be a costly model to use. à ¢Ã¢â€š ¬Ã‚ ¢ Risk analysis requires highly specific expertise. à ¢Ã¢â€š ¬Ã‚ ¢ Projects success is highly dependent on the risk analysis phase. à ¢Ã¢â€š ¬Ã‚ ¢ Doesnt work well for smaller projects. 1. The Scope of Life Cycles As we described in the book The Enterprise Unified Process (EUP) the scope of life cycles can vary dramatically. For example, Figure 1 depicts the Scrum construction life cycle whereas Figure 2 depicts an extended version of that diagram which covers the full system development life cycle (SDLC) and Figure 3 extends that further by addressing enterprise-level disciplines via the EUP life cycle. The points that Im trying to make are: à ¢Ã¢â€š ¬Ã‚ ¢ System development is complicated. Although its comforting to think that development is as simple as Figure 1 makes it out to be, the fact is that we know that its not. If you adopt a development process that doesnt actually address the full development cycle then youve adopted little more than consultantware in the end. My experience is that you need to go beyond the construction life cycle of Figure 1 to the full SDLC of Figure 2 (ok, Retirement may not be all that critical) if youre to be successful à ¢Ã¢â€š ¬Ã‚ ¢ Theres more to IT than development. To be successful at IT you must take a multi-system, multi-life cycle stage view as depicted in Figure 3. The reality is that organizations have many potential projects in the planning stage (which Ill call Iteration -1 in this article), many in development, and many in production. 2. Iteration -1: Pre-Project Planning Iteration -1, the pre-Inception phase in the Enterprise Unified Process (EUP), is the pre-project aspects of portfolio management. During this phase you will: 1. Define the business opportunity. You must consider the bigger business picture and focus on market concerns. This includes exploring how the new functionality will improve your organizations presence in the market, how it will impact profitability, and how it will impact the people within your organization. This exploration effort should be brief, not all projects will make the initial cut so you only want to invest enough effort at this point to get a good gut feel for the business potential. A good strategy is to follow Outside-In Developments focus on identifying the potential stakeholders and their goals, key information to help identify the scope of the effort. 2. Identify a viable for the project. There are several issues to consider when identifying a potential strategy for the project. For example, do you build a new system or buy an existing package and modify it? If you decide to build, do you do so onshore or offshore? Will the work be solely done by your own development team, by a team from a system integrator (SI), or in partnership with the SI? What development paradigm traditional/waterfall, iterative, or agile will you follow? Will the team be co-located, near-located within the same geographic region, or far-located around the world? As you can see there are many combinations of strategy available to you, and at this point in time you may only be able to narrow the range of the possibilities but be forced to leave the final decision to the project team in future iterations. 3. Assess the feasibility. During Iteration -1 you will want to do just enough feasibility analysis to determine if it makes sense to invest in the potential project. Depending on the situation you may choose to invest very little effort in considering feasibility, for many systems just considering these issues for a few minutes is sufficient for now, and for some systems you may choose to invest days if not weeks exploring feasibility. Many organizations choose to do just a little bit of feasibility analysis during Iteration -1, and then if they decide to fund the project they will invest more effort during Iteration 0. In my experience you need to consider four issues when exploring feasibility: economic feasibility, technical feasibility, operational feasibility, and political feasibility. Your feasibility analysis efforts should also produce a list of potential risks and criteria against which to make go/no-go decisions at key milestone points during your project. Remember that a gile teams only have a success rate of 72%, compared to 63% for traditional projects, implying that almost 30% of agile projects are considered failures. Therefore you should question the feasibility of the project throughout the life cycle to reduce overall project risk. 3. Iteration 0/Warm Up: Project Initiation The first week or so of an agile project is often referred to as Iteration 0 (or Cycle 0) or in The Eclipse Way the Warm Up iteration. Your goal during this period is to initiate the project by: 1. Garnering initial support and funding for the project. This may have been already achieved via your portfolio management efforts, but realistically at some point somebody is going to ask what are we going to get, how much is it going to cost, and how long is it going to take. You need to be able to provide reasonable, although potentially evolving, answers to these questions if youre going to get permission to work on the project. You may need to justify your project via a feasibility study. 2. Actively working with stakeholders to initially model the scope of the system. As you see in Figure 5, during Iteration 0 agilists will do some initial requirements modeling with their stakeholders to identify the initial, albeit high-level, requirements for the system. To promote active stakeholder participation you should use inclusive tools, such as index cards and white boards to do this modeling our goal is to understand the problem and solution domain, not to create mounds of documentation. The details of these requirements are modeled on a just in time (JIT) basis in model storming sessions during the development cycles. 3. Starting to build the team. Although your team will evolve over time, at the beginning of a development project you will need to start identifying key team members and start bringing them onto the team. At this point you will want to have at least one or two senior developers, the project coach/manager, and one or more stakeholder representatives. 4. Modeling an initial architecture for the system. Early in the project you need to have at least a general idea of how youre going to build the system. Is it a mainframe COBOL application? A .Net application? J2EE? Something else? As you see in Figure 5, the developers on the project will get together in a room, often around a whiteboard, discuss and then sketch out a potential architecture for the system. This architecture will likely evolve over time, it will not be very detailed yet (it just needs to be good enough for now), and very little documentation (if any) needs to be written. The goal is to identify an architectural strategy, not write mounds of documentation. You will work through the design details later during development cycles in model storming sessions and via TDD. 5. Setting up the environment. You need workstations, development tools, a work area, for the team. You dont need access to all of these resources right away, although at the start of the project you will need most of them. 6. Estimating the project. Youll need to put together an initial estimate for your agile project based on the initial requirements, the initial architecture, and the skills of your team. This estimate will evolve throughout the project. 4. Release Iterations(s): The End Game During the release iteration(s), also known as the end game, we transition the system into production. Not that for complex systems the end game may prove to be several iterations, although if youve done system and user testing during construction iterations (as indicated by Figure 6) this likely wont be the case. As you can see in Figure 9, there are several important aspects to this effort: 1. Final testing of the system. Final system and acceptance testing should be performed at this point, although as I pointed out earlier the majority of testing should be done during construction iterations. You may choose to pilot/beta test your system with a subset of the eventual end users. See the Full Life Cycle Object-Oriented Testing (FLOOT) method for more thoughts on testing. 2. Rework. There is no value testing the system if you dont plan to act on you find. You may not address all defects, but you should expect to fix some of them. 3. Finalization of any system and user documentation. Some documentation may have been written during construction iterations, but it typically isnt finalized until the system release itself has been finalized to avoid unnecessary rework Note that documentation is treated like any other requirement: it should be costed, prioritized, and created only if stakeholders are willing to invest in it. Agilists believe that if stakeholders are smart enough to earn the money then they must also be smart enough to spend it appropriately. 4. Training. We train end users, operations staff, and support staff to work effectively with our system. 5. Deploy the system. See my article entitled System Deployment Tips and Techniques. 6. Briefly on different Phases: 7. Feasibility 8. The feasibility study is used to determine if the project should get the go-ahead. If the project is to proceed, the feasibility study will produce a project plan and budget estimates for the future stages of development. 9. Requirement Analysis and Design 10. Analysis gathers the requirements for the system. This stage includes a detailed study of the business needs of the organization. Options for changing the business process may be considered. Design focuses on high level design like, what programs are needed and how are they going to interact, low-level design (how the individual programs are going to work), interface design (what are the interfaces going to look like) and data design (what data will be required). During these phases, the softwares overall structure is defined. Analysis and Design are very crucial in the whole development cycle. Any glitch in the design phase could be very expensive to solve in the later stage of the software development. Much care is taken during this phase. The logical system of the product is developed in this phase. 11. Implementation 12. In this phase the designs are translated into code. Computer programs are written using a conventional programming language or an application generator. Programming tools like Compilers, Interpreters, Debuggers are used to generate the code. Different high level programming languages like C, C++, Pascal, Java are used for coding. With respect to the type of application, the right programming language is chosen. 13. Testing 14. In this phase the system is tested. Normally programs are written as a series of individual modules, these subject to separate and detailed test. The system is then tested as a whole. The separate modules are brought together and tested as a complete system. The system is tested to ensure that interfaces between modules work (integration testing), the system works on the intended platform and with the expected volume of data (volume testing) and that the system does what the user requires (acceptance/beta testing). 15. Maintenance 16. Inevitably the system will need maintenance. Software will definitely undergo change once it is delivered to the customer. There are many reasons for the change. Change could happen because of some unexpected input values into the system. In addition, the changes in the system could directly affect the software operations. The software should be developed to accommodate changes that could happen during the post implementation period. Why an SDLC? When you pay your telephone bill your payment is processed by a system. That system has evolved over many years and continues to evolve in order to meet the changing needs of the business. When the phone company cashes your check that check is also processed by a system which itself is evolving. These two systems are composed of manual activities and automated components. They also exist in the context of many other systems with which they must interface. Each system works so well individually because it is composed of a rigorous set of tasks which result in well-defined outputs. Regardless of who is doing the task, the result is essentially the same. As staff turnover occurs the system provides continuity to the way of doing business. Each system can interface with the other because the division of activities between the bank and the phone company are well defined, as are the interfaces. Thus, no matter which bank the check is drawn on, the process is the same; no matter which phone company sends in the check, the process is the same. The precision and completeness of the task lists, the data, the division of responsibilities and the interface definitions are required because of the complexity of these systems. But what about the process that creates and maintains these systems? Software systems development is, from a historical perspective, a very young profession. The first official programmer is probably Grace Hopper, working for the Navy in the mid-1940s. More realistically, commercial applications development did not really take off until the early 1960s. These initial efforts are marked by a craftsman-like approach based on what intuitively felt right. Unfortunately, too many programmers had poor intuition. By the late 1960s it had become apparent that a more disciplined approach was required. The software engineering techniques started coming into being. This finally brings us to the SDLC. What evolved from these early activities in improving rigor is an understanding of the scope and complexity of the total development process. It became clear that the process of creating systems required a system to do systems. This is the SDLC. It is the system used to build and maintain software systems. As with the phone billing system, an SDLC system is needed because the development process is composed of many complex tasks which must be done in the right order to produce a successful result. If there is no SDLC each team must reinvent it based on their own experiences and judgments. The complexity of the tasks has led to increased specialization. These specialists (e.g.,data base analysts, network designers, testers) must have well-bounded tasks with well-defined outputs and well-defined interfaces to the rest of the development team. This is provided by the SDLC. Systems also have a long life. The billing system and check processing system will probably never be de-automated. These systems will outlive their development teams. As staff turnover occurs, continuity is required in how the systems are supported. This is provided by the SDLC. Another issue is systems integration. Can you imagine if the architects designing a sky-scraper each had their own ways of creating and documenting the buildings plans? The plumbing, wiring, heating systems, floors, walls, etc., would never come together. Most computer systems interface with other computer systems. The degree of system integration is rapidly increasing. The descriptions of functions and data at the interfaces must be produced and documented in a consistent manner, in much the same way as architects must have a standard way of documenting plans. This is provided by the SDLC. You would not dream of trying to process phone bills or checks without a system due to the complexity of the process, the need for specialization, the need for continuity and the need to interface to the rest of the world. We have seen here that the process of developing systems has the same characteristics. Therefore, we need a system to build computer systems the SDLC. SYSTEM ANALYSIS AND DESIGN 1.1 INTRODUCTION Systems are created to solve problems. One can think of the systems approach as an organized way of dealing with a problem. In this dynamic world, the subject System Analysis and Design (SAD), mainly deals with the software development activities. 1.2 OBJECTIVES After going through this lesson, you should be able to define a system explain the different phases of system development life cycle enumerate the components of system analysis explain the components of system designing 1.3 DEFINING A SYSTEM A collection of components that work together to realize some objectives forms a system. Basically there are three major components in every system, namely input, processing and output.   1.4 SYSTEM LIFE CYCLE System life cycle is an organizational process of developing and main- taining systems. It helps in establishing a system project plan, be- cause it gives overall list of processes and sub-processes required for developing a system. System development life cycle means combination of various activi- ties. In other words we can say that various activities put together are referred as system development life cycle. In the System Analy- sis and Design terminology, the system development life cycle also means software development life cycle. Following are the different phases of system development life cycle: Preliminary study Feasibility study Detailed system study System analysis System design Coding Testing Implementation Maintenance 1.5 PHASES OF SYSTEM DEVELOPMENT LIFE CYCLE The different phases and related activities of system development life cycle. (a) Preliminary System Study Preliminary system study is the first stage of system development life cycle. This is a brief investigation of the system under consideration and gives a clear picture of what actually the physical system is? In practice, the initial system study involves the preparation of a System Proposal which lists the Problem Definition, Objectives of the Study, Terms of reference for Study, Constraints, Expected benefits of the new system, etc. in the light of the user requirements. The system proposal is prepared by the System Analyst (who studies the system) and places it before the user management. The management may accept the proposal and the cycle proceeds to the next stage. The management may also reject the proposal or request some modifications in the proposal. In summary, we would say that system study phase passes through the following steps: problem identification and project initiation background analysis inference or findings (system proposal) (b) Feasibility Study In case the system proposal is acceptable to the management. 2 :: Computer Applications In a system the different components are connected with each other and they are interdependent. For example, human body represents a complete natural system. We are also bound by many national systems such as political system, economic system, educational sys- tem and so forth. The objective of the system demands that some output is produced as a result of processing the suitable inputs. A well-designed system also includes an additional element referred to as control that provides a feedback to achieve desired objectives of the system. 3 :: Computer Applications Next phase is to examine the feasibility of the system. The feasibility study is basically the test of the proposed system in the light of its workability, meeting users requirements, effective use of resources and of course, the cost effectiveness. These are categorized as technical, operational, economic and schedule feasibility. The main goal of feasibility study is not to solve the problem but to achieve the scope. In the process of feasibility study, the cost and benefits are estimated with greater accuracy to find the Return on Investment (ROI). This also defines the resources needed to complete the de- tailed investigation. The result is a feasibility report submitted to the management. This may be accepted or accepted with modifications or rejected. The system cycle proceeds only if the management accepts it. (c) Detailed System Study The detailed investigation of the system is carried out in accordance with the objectives of the proposed system. This involves detailed study of various operations performed by a system and their relationships within and outside the system. During this process, data are collected on the available files, decision points and transactions handled by the present system. Interviews, on-site observation and questionnaire are the tools used for detailed system study. Using the following steps it becomes easy to draw the exact boundary of the new system under consideration: Keeping in view the problems and new requirements Workout the pros and cons including new areas of the system All the data and the findings must be documented in the form of detailed data flow diagrams (DFDs), data dictionary, logical data structures and miniature specification. The main points to be discussed in this stage are: Specification of what the new system is to accomplish based on the user requirements. Functional hierarchy showing the functions to be performed by the new system and their relationship with each other. Functional network, which are similar to function hierarchy but they highlight the functions which are common to more than one procedure. List of attributes of the entities these are the data items which need to be held about each entity (record) (d) System Analysis Systems analysis is a process of collecting factual data, understand the processes involved, identifying problems and recommending feasible suggestions for improving the system functioning. This involves studying the business processes, gathering operational data, understand the information flow, finding out bottlenecks and evolving solutions for overcoming the weaknesses of the system so as to achieve the organizational goals. System Analysis also includes subdividing of complex process involving the entire system, identification of data store and manual processes. The major objectives of systems analysis are to find answers for each business process: What is being done, How is it being done, Who is doing it, When is he doing it, Why is it being done and How can it be improved? It is more of a thinking process and involves the creative skills of the System Analyst. It attempts to give birth to a new efficient system that satisfies the current needs of the user and has scope for future growth within the organizational constraints. The result of this process is a logical system design. Systems analysis is an iterative process that continues until a preferred and acceptable solution emerges. (e) System Design Based on the user requirements and the detailed analysis of the existing system, the new system must be designed. This is the phase of system designing. It is the most crucial phase in the developments of a system. The logical system design arrived at as a result of systems analysis is converted into physical system design. Normally, the design proceeds in two stages: Preliminary or General Design Structured or Detailed Design Preliminary or General Design: In the preliminary or general design, the features of the new system are specified. The costs of implementing these features and the benefits to be derived are estimated. If the project is still considered to be feasible, we move to the detailed design stage. Structured or Detailed Design: In the detailed design stage, computer oriented work begins in earnest. At this stage, the design of the system becomes more structured. Structure design is a blueprint of a computer system solution to a given problem. 4 :: Computer Applications Same components and inter-relationships among the same components as the original problem. Input, output, databases, forms, codification schemes and processing specifications are drawn up in detail. In the design stage, the programming language and the hardware and software platform in which the new system will run are also decided. There are several tools and techniques used for describing the system design of the system. These tools and techniques are: i. Flowchart ii. Data flow diagram (DFD) Data dictionary Structured English Decision table Decision tree Each of the above tools for designing will be discussed in detailed in the next lesson. The system design involves: i. Defining precisely the required system output ii. Determining the data requirement for producing the output iii. Determining the medium and format of files and databases iv. Devising processing methods and use of software to produce output v. Determine the methods of data capture and data input vi. Designing Input forms vii. Designing Codification Schemes viii. Detailed manual procedures ix. Documenting the Design (f) Coding The system design needs to be implemented to make it a workable system. This demands the coding of design into computer understandable language, i.e., programming language. This is also called the programming phase in which the programmer converts the program specifications into computer instructions, which we refer to as: programs. It is an important stage where the defined procedures are transformed into control specifications by the help of a computer language. The programs coordinate the data movements and control the entire process in a system.

A Lacanian Study of Motherhood in the Poems of William Wordsworth Essay

William Wordsworth was a prolific poet of the Romantic movement, perhaps best known for publishing Lyrical Ballads with friend and fellow poet Samuel Taylor Coleridge in 1798. These poems were written in what Wordsworth described as a ‘common tongue’ with a focus on themes often found in Romantic poetry, such as the pastoral, the mythical, fragmentation, heroism and satire. In Lyrical Ballads one recurring subject almost unique to Wordsworth in its passion and persistence is that of motherhood. The connection between womanhood and nature make it a frequently explored theme for many poets, such as Blake in his Songs of Innocence. However, I have chosen to focus on Wordsworth since motherhood is not only examined at great length in his poetry, but also because biographical details of his own life make analysis of his works concerning the topic all the more significant, since he had lost his own mother at the age of eight. For a topic such as motherhood, one school of critical thought likely to provide interesting observations is that of psychoanalysis. I have chosen to focus on Jacques Lacan for this essay since his theories have a greater emphasis on the use and formation of language in the individual than other key figures in his field, such as Jung or Freud. Lacan believed that when we examine literature, we do not merely analyse the characters of a text, but also the text itself as an effect of the linguistic wordplay of the unconscious. For this reason I feel that Lacan is particularly well suited to the discussion of poetry. In this essay I shall be making reference to Lacan’s analysis of The Three Orders and his account of The Mirror Stage in relation to the ego. For Lacan, the Mirror Stage is not ... ...ressing or painful situations, although we may have forgotten of origins of the compulsion. In the symbolic realm we also begin our unending search for Objet (petit) a, the lost object that must constantly be sought in order, we feel, to complete us: an unobtainable other. For Wordsworth, this Objet (petit) a appears to be the mother figure and his compulsion is to write about her from every perspective. Works Cited Bennett, Andrew, and Nicholas Royle. An introduction to literature, criticism and theory 4. ed. Harlow: Pearson Longman, 2009. Leitch, Vincent B. "Jacques Lacan." In The Norton anthology of theory and criticism. New York: Norton, 2001. Wilden, Anthony. System and structure: essays in communication and exchange. 2nd ed. London: Tavistock, 1980. Wu, Duncan. "Lyrical Ballads." In Romanticism: an anthology. Oxford, UK: Blackwell, 1994.

Colorblind Love Essay -- Pesronal Narrative Ethnicity Racism Papers

Colorblind Love I met my wife Aretha in the fall of 1997; she had just moved from Portland, Oregon, to my hometown of Portland, Maine. By Christmas we were dating, and before we knew it we were both graduating and heading to Boston for college. We’re now happily married and have a one-year-old baby girl. It sounds like a classic high school sweetheart romance, right? Well, to us, yes. But to many people, we’re â€Å"different†. These people’s views have nothing to do with our love, our relationship, or our daughter. They have to do with race. Yes, I’m talking about the mere color of our skin. My wife is Black and I am White. We’re both Americans, born on the same soil and raised within the same language and popular culture—all variables are equal except for our skin color. Yet many people see us as two entirely different types of people who do not belong together, as if Cupid’s arrows discriminate. Have these bigots ever bothered us? Of course, we’ve been affected in some ways. But overall, we thank them for their ignorance, as our relationship has only grown stronger. For instance, if we’re at the mall and a few people stare at us or point in our direction, we smile and wrap our arms around each other even tighter. A major reason we receive stares and assume special status is not only because of people’s views, but also because we are relatively rare. Slavery was abolished almost 140 years ago and our own parents witnessed the civil rights movement of the 1960’s. So why do interracial marriages still only account for 2.9 percent of all American marriages according to the latest U.S. Census data? Or more specifically, why do Black/White couples like Aretha and me account for only 0.7 percent? Of course there is no simple answer ... ... will approach melting pot status; the blender will grind the vegetables. If my grandchildren ever have to write a paper like this, my hope is that it will document success and the achievement of real racial equality. Works Cited: Randall Kennedy, Interracial Intimacies: Sex, Marriage, Identity, and Adoption, Pantheon Books, 2003; Maria Root, Love’s Revolution: Interracial Marriage, Temple University Press, 2001; Maria Root, â€Å"The Color of Love,† The American Prospect, 8 Apr. 2002; Michael Lind, â€Å"Far From Heaven,† The Nation, 16 Jun. 2003; Regan Good, â€Å"Questions for Randall Kennedy: Color Dynamics,† New York Times Magazine, 9 Feb. 2003; â€Å"Racial Patterns Across the United States,† Society, Nov./Dec. 2001; United States Census Bureau, "Interracial Married Couples", 12 Jun 2003, http://www.census.gov/population/socdemo/hh-fam/ tabMS-3.pdf.

Great African Culture

The Great African culture is the result of the influences of the African kingdoms and city states which thrived and prospered between 1200 and 1500 CE. In addition to this, the forces of cultural diffusion as well as trade had influenced and changed these African civilizations.The ruling Kingdom of Songhai, due to the influence of the Arab culture and trading system, was replaced by the Mali. This new power in Western Africa influenced and expanded the ruling class, culture, society and its people.On the other hand, through extensive trade contacts, Islamic traditions and customs were brought to East Africa. Consequently, this had a huge influence on the culture and politics in Swahili city-states. On the other hand, the Great Zimbabwe was able to deter the influence of Islamic cultural diffusion and other cultures despite having trading contacts from the Middle East, India and China.This is due to the obstacles created by its natural geographic location. While Kongo in West Africa c ontinued to trade slaves, goods in return for weapons from the Portuguese merchants, ultimately leading to a change in religion (towards Christianity). In 1500, the power of several African societies was reduced because of the expansion of slave trading in the region.Generally, through trade, the African societies transact all the activities related to production and the reproduction of human life in its culture. Culture is consists of all that members of a society do. It is also passed on from one generation to another.Trade and development eventually must be understood or recognized as a cultural process, wherein culture is identified to encompass the social, economic, religious, political and other areas of social life and activity.In the African situation, conceivably greater than any other area of the world, culture as an incremental, as an inheritance and constructional basis of life and society, had a propensity to be forsaken in favor of unsystematic mimicry and cheap imitat ion of Western practices.The consequence of this is failure during most of the post-independence period to crucially or â€Å"significantly improve the quality of life of the majority of people in the continent† (Ukaga and Afoaku, 2005). Accordingly, modern Africa is still one of the poorest regions of the world regardless of its vast endowments of natural and human resources. ReferencesUkaga, O., & Afoaku, O. G. (2005). Sustainable Development in Africa: A Multifaceted Challenge. Trenton, NJ: Africa World Press, Inc.

A Tentative Study of Trademark Translation Essay

Abstract: Trademark is a special kind of language signs. It is the concentration of commodities’ distinct characteristics, the core of commodities’ culture, and the powerful weapon for an enterprise to participate in international competitions. With the development of globalization and the increase in international trade, the products of importing and exporting strengthen day by day; the translation of trademarks is gaining more and more attention. Nowadays, more and more people have realized that a good translation of a trademark in promoting sales is crucial to the development of international markets and profits making. According to some instances of trademark translation, this thesis summarizes some main characteristics of trademark, and discusses the principles and some general methods of trademark translation. Key words: Trademark; characteristics; translation principles; translation methods : , , , , , , , , , , : ; ; ; Introduction According to R. Heis, an American economist: â€Å"A brand name, i. e. trademark is a name, form, sign, design or a combination of them that tells who makes it or who sells it, distinguishing that product from those made or sold by others. † (Guo Guilong & Zhang Hongbo, 2008: 100) A trademark is just like a product’s name, which is the representative of the image of a company and the symbol of quality. In promoting sales, the trademark plays a very important role in arousing consumer’s desire to shop, bringing the huge economic benefits and even in determining the survival of a company. With China’s joining to the WTO, China strengthens cooperation with other countries, including increasingly frequent economic and trade exchanges. How to introduce our products to foreign countries, bring foreign products into the domestic markets and conduct a successful sales business has become quite important. Therefore, a successful translation of trademark becomes urgent and necessary for the enterprises. While trademark translation is not only a simple conversion from one code to another, but a clear intention of the cross-language commercial, a special cross-cultural communication activity. Thus, it is vital for us to pay more attention to the principles and methods of trademark translation. Chapter1 The Characteristics of Trademark Though there are various definitions of trademark, they share something in common. In general, a trademark should be simple and easy to remember, and should be distinctive and favorably associative. 1. 1 Simple and Easy to Remember It is a basic requirement for a trademark to be simple and easy to spell. Choosing short and simple words for composing trademarks will help consumers comprehend them more easily, because simple and short words are easy to keep in memory. Nowadays, with the fast development of economy, more and more trademarks flood into the market, how could consumers memorize all of them? Therefore, if a trademark is short and easy to spell and memorize, it can occupy the market easily. In fact, most well-known trademarks are in short form, such as Nike, Sony, Apple and so on. 1. 2 Distinctive from Similar Products We all know that the purpose of using trademarks is to distinguish one product from others. Therefore, to be distinctive is another important characteristic of a trademark. Trademarks, in a sense, are equal to signs and reputations. Distinctiveness can help customers not to be easily confused with other trademarks in the market either by sound or appearance. Distinctive and typical words may be used to distinguish the relevant product from others. â€Å"Kodak† (camera) created by the manager, is distinctive and easy for the potential consumers to memorize. The Chinese famous trademark â€Å"Lenovo†( ),can easily be differentiated from other computers, because â€Å"Lenovo†, a coined word, can be associated with the word â€Å"legend† which is particular and attractive. Lenovo is more innovative than legend. Adventurous consumers will prefer that trademark distinguishes the relevant product from other computers with consummate ease. 1. 3 Arousing Favorable Association Most trademarks can arouse favorable association, which is an indispensable feature of trademark. Owing to the requirement of marketing, a trademark is not only a sign, but also an advertisement. It should arouse the favorable association and show the good quality to consumers. Some trademarks have inherent meaning and some have historic or cultural connotations, both of which can arouse favorable associations. â€Å"LUX† (soap) is a product of Unilever Company. â€Å"LUX†, a Latin word, means â€Å"sunshine†. So the consumer can associate it with â€Å"bright sunshine and healthy skin†. This trademark even let people imagine the romantic feeling on the summer beach. What’s more, consumers can associate â€Å"LUX† with â€Å"lucks† and â€Å"luxury† from its appearance and pronunciation. Thus, Unilever Company publicizes the good quality of its products by the favorable association of the trademark. From the above example, we can see that the inherent meaning of trademarks plays an important part in advertising and can arouse people’s desirable association and let them accept the products. Chapter 2 The Principles of Trademark Translation Trademark translation is an art as well as a science. It is a comprehensive process which is related to linguistics, translation theory, intercultural communication, aesthetics, and consumer psychology. Generally speaking, trademark translation is a complex task of compromising between the meanings of trademarks and their consumers. Therefore, to translate trademarks successfully, some principles should be taken into consideration. 2. 1 Reveal the Products’ Characteristics Usually, every product has its identification. Trademark translation should show the features and functions of the products, so that the buyers could immediately think of the usage of products when they see the trademarks. As has been discussed by Xu Hui and Cheng Zhendong, the characteristic of a product means that it has some basic elements which differ from those of others (Xu Hui, 2004:55-56). The translated brand name should match with the characteristics of products and show the idea of the original name. The characteristics of products not only distinguish from others, but also contain the ability to communicate with the consumers. Thus, in the process of translation, the translator should grasp the characteristics of the products, so as to promote the understanding of products for consumers, and help learn the characteristics and functions of the products by the first sight. For example, a trademark of suit-dress â€Å"Hope Show† is translated into â€Å" †, in which the word â€Å"? † instantly reflects in the products for the apparel category, and â€Å"? † add more promotion of a happy and peaceful feeling to the goods. The translation not only reflects the features of the product but also caters to consumers’ aesthetic taste. Nobody will have interest in products which they are not acquainted. A successful trademark translation should have the trait that customers can learn the category and characteristics of the product. Like â€Å"Nike†, the famous American brand of sports wears, is the name of the goddess Victory in Greek myth. According to its pronunciation, it can be translated into â€Å" † or â€Å" † in Chinese. However, these two names can’t reveal the characteristics of the product, but even give people a misunderstanding that â€Å"Nike† is some products for women. â€Å" † is better. â€Å"? † means something durable. As the sport wear, durability is equal to good quality. â€Å"? † implies that people can finally overcome difficulties and succeed, conforming with the connotation of Victory. These two words in Chinese show the features of the product perfectly. Another example is Procter & Gamble’s antidandruff shampoo â€Å"Head & Shoulders†. The translation â€Å" † means dandruff disappears when washed, and highlights the distinct characteristics of the product fully. Another two examples are â€Å"Sportsman† (bicycle) and â€Å"Unlsports† (sports shoes). The former is translated into â€Å"†, the latter into â€Å" †. If you are not familiar with the trademarks, who will associate it with their products? 2. 2 Choose the Appropriate Words As the symbol of products, trademarks should be simple and easy to remember and understandable for consumers. So in order to leave the best impression on consumers, translators should choose some appropriate words during the process of trademark translation. The more complicated words in the translation, the weaker the trademark sounds and the less memorable it becomes. For instance, McDonald’s was transliterated into â€Å"† in mainland of China before and now is displaced by â€Å" †. Also, in mainland, the brand name â€Å"Hewlett & Packard† had a long translation of â€Å" - † for a long period. Now, the six-character version, long and meaningless, has been replaced by the two-character version â€Å" †. Balancing these two versions, we can see the latter is easier to pronounce and memorize. Moreover, â€Å" † contains more meanings and can stimulate more favorable e favorable association of the the productassociation of consumers. Similarly, â€Å"Head &Shoulder†(shampoo) was transliterated into â€Å" † before and now a more compact and meaningful version â€Å" † is popular. â€Å"Stafanel†, the brand name for apparel from US, is translated into â€Å" † now. However, what about a two-character version â€Å" †? Also in China, â€Å"Mercedes-Benz†, the brand name for a quality car from Germany, was transliterated into â€Å"  · † before and yet is put into â€Å" † at present. A car from Great Britain â€Å"Rolls Royce† is translated into â€Å" † now instead of the former transliteration â€Å"  · †. The Chinese version for â€Å"Fair Child†, a semi-conductor from the US, was â€Å" † before and now is â€Å"  Ã¢â‚¬  instead. â€Å" † is easier to be pronounced and memorized than â€Å" † for â€Å"Nescafe† from Swiss. The upper new versions have replaced the old renderings because they are simple and easy to be accepted by consumers, in pronunciation, form and meaning. Easy acceptance by consumers finally promotes the sales of the products. On the contrary, some translations sound profane or may lead to negative associations in the Chinese language. Thus such translations would not be recognized and accepted by consumers. For examples, â€Å"Psorales†, a drug, was put into â€Å" † when just coming into China. No one knew what â€Å" † was and assumed it to be something discarded. It is not hard to imagine nobody would buy things that sound worn and useless. Later, it is replaced by â€Å" †,a more vivid and meaningful version, and its sales was improved afterwards. 2. 3 Analyze the Aesthetics Features Trademark translation should comply with the characteristics of morphology of trademark in the TL. â€Å"Getting the best out of the combination of beauty in meaning, sound and form is the internal requirement if we want to realize the associated function and the advertising function of a brand name†. (Tang Zhongshun, 2002:75-77) The translated trademark accordingly must be normative, elegant, vivid and visual. Firstly, â€Å"beauty of meaning† means the translated terms should produce an artistic conception through a favorable association of words or component words so that people will have rich and nice association and arouse the expectation and pursuit of wonderful things. We have the typical examples of â€Å"Sprite† (beverage) and â€Å"Tide† (washing power). Since â€Å"Sprite† was translated into â€Å" † in Chinese, this product has prevailed in China due to the brilliant color and abundant connotation. The translated term â€Å" † in sound is not only quite close to the pronunciation of the original brand name, but also makes people have a favorable association of lustration, neatness and tidiness, showing the sort and feature of the product. Secondly, â€Å"beauty of sound† means a brand name of the original and its translated version should basically share the same or similar pronunciation with the quality of sonority, rhythmization and musicality so that an aesthetically pleasing enjoyment is gained in hearing that brand name (Zhang Quan, 2004:77-79). There are many successfully translated versions fully reflect the beauty of sounds. Take â€Å"OMO† (washing power) and â€Å"Clean&Clear† (facial cleanser) for example. As â€Å"OMO† is translated into â€Å" †,it sounds like a compliment â€Å"great† in English. The translated term of â€Å"Clean&Clear†, â€Å" † makes good use of alliterative rhythmic reduplication in order to achieve a combination of phonetic rhythm and verve. Lastly, â€Å"beauty of form† means the translated trademarks should make the best of conciseness and simpleness in structure, namely using few syllables, readability and understandability of the words and avoiding difficult and seldom-using words. People prefer two or three words of translated versions because this structure better accords with the referential custom and aesthetic psychology. There are many famous translated brand names with the above feature, such as â€Å"Head&Shoulders† (shampoo), â€Å"Avon† (cosmetic), â€Å"Johnsons† (cream) and so on. Especially the translated version â€Å" † is full of the characteristics of concision, elegance and vividness representing the feature and function of the product. 2. 4 Pay Attention to Cultural Differences Edward Taylor defined culture as â€Å"a complex whole which includes knowledge, beliefs, art, morals, law, custom, and any other capabilities and habits acquired by individuals as members of a society. † (Taylor Edward B, 1871:36) Namely, the major factors contributing to the making of culture are the religions, habits, customs and history, which vary considerable from countries to countries. As a carrier of culture, language is an important part of culture which reflects the characteristics of a nation, which not only includes the nation’s historical and cultural background, but also contains the national outlook on life, lifestyles and ways of thinking. From the relationship between language and culture, it is obvious that translation is not only a process of transferring the source language into the target language, but also a process of a mutual communication and exchange between different cultures. Therefore, during the process of trademark translation, as language and culture are inseparable from each other, it is essential to pay more attention to cultural differences. 2. 4. 1. Differences in Religions Religions, myths, legends, and images from literary works are an in-separable part of culture. They are deeply rooted in culture and at the same time contribute a great deal to the formation of people’s concepts about certain objects. These elements, when involved in brand name translation, call for the translator’s sensitivity as well as flexibility in cultural adaptation in order that functional equivalence could be attained between the source brand name and the target brand name. For example, Goldlion was not well-liked when it first appeared in the Chinese market with the nameâ€Å" †. It is said that many people would not buy that product just because the name sounds very close toâ€Å" †in some Chinese dialects. Other people believe that the name was not well accepted because it resembles the sound ofâ€Å" †,which is also a taboo idea in China, especially in Hong Kong, where people display a particular liking for things with luck-bearing names. Anyway, the product did not sell well until the new nameâ€Å" †was adopted by Zeng Xianzi, a famous Chinese entrepreneur. He skillfully took apart the source brand name intoâ€Å"gold†andâ€Å"lion†. The first part was literally put intoâ€Å"? †to be faithful to the original, while the latter adopted the method of semantic transliteration and was put intoâ€Å" †,meaningâ€Å"bringing profit†. Such an auspicious name has helped a lot in building up the good fame of the product. 2. 4. 2 Differences in History. Every country has its own history. In the history, many historical incidents happened. These incidents have carved into the culture and have become a part of it. Being unaware of the history when translating a trademark will lead to failure. â€Å"Opium† is a brand of perfume. Actually in the western cul ention to hich reflects nd nice associationame, but also makes ation. things. he producr. ture, such kind of trademark name is popular, such as Poison, another perfume brand. However in China, â€Å" † has a negative meaning. The Chinese people experienced the shameful history related to opium since 1840, when the notorious Opium War broke out. Without the consideration of history, this brand encountered the resistance from the Chinese consumers. Finally, the trademark name â€Å" † was banned in China. 2. 4. 3 Differences in Customs and Habits Custom is one of the branches of culture reflecting the specific characteristics of a nation or parts of the nation. It is the sediment of long history and closely linked with the surroundings and the way of life. So some customs and habits exist in one culture but may be absent in another, which brings about an obstacle to Chinese-English brand name translation. Many Chinese brand names come from Chinese custom. One of the most famous rice wines named â€Å" † (Daughter Wine) is produced in Shaoxing, Zhejiang Province of China. To Chinese customers, the brand name represents the happy events in one’s life, while they cannot arouse the same feeling in westerners if translated literally and that will absolutely cause cultural loss, because the western consumers do not know about the custom of the ancient Shaoxing. It is said that in ancient Shaoxing a jar of this wine was buried under the ground when a daughter was brought into the world. When the girl grew up and became a bride, the jar was dug out and presented to the guests attending the wedding. As the wine was uncapped, the smell of the wine spread far, and all guests became excited and congratulated the parents, so it was named â€Å" †. When a translator translate the trade mark, it is very necessary to reveal the cultural information of the brand names. It is not only easy for customers to know about the origin of the wine but accept it quickly, because any one from any country would like to equally appreciate the beautiful things, enjoy the happy feeling and desire success. Thus, in order to reveal the cultural information of this brand name, perhaps the translation â€Å"Daughter’s Wedding Wine† is more suitable. 2. 4. 4 Differences in the Attitudes towards Animals and Numbers People living in different cultures hold different attitudes and beliefs towards animals and numbers. What is considered a good omen in one culture may not symbolize the same in another. Therefore, it is generally advisable that people should not use this type of words to name the relative products, and when one translates existing brand names of this type, cultural adaptation may help him find a more proper target brand name. The difficulties caused by such words in brand name translation may be illustrated with the following example. As we know, the Chinese people often associate bats with good luck because the Chinese character â€Å"? †sounds the same asâ€Å"? †(meaningâ€Å"good fortune†). Some Chinese legends even say that when a bat lives 100 years, it turns white in color and hangs upside down from a tree, and eating that bat could bring a person longevity. A red bat foretells even better luck forâ€Å" †sounds exactly the same withâ€Å" †(being supremely fortunate). Some Chinese stick to the belief so much that they name their productsâ€Å" †. But if the translator adapts his linguistic choices to the different attitude towards the animal in European cultures, he would not considerâ€Å" Bat† a good name, for bat is regarded as an extremely evil omen in many European folklores. Perhaps translations like â€Å"Fortunes† would be better. Besides, numbers bring about different associations. Generally speaking, each culture has certain numbers believed to be either â€Å"lucky† or â€Å"ominous†, but this may often differ from individual to individual. Let’s take the translation of â€Å"7-up†, a brand of soft drink, as an example. The number â€Å"7† is thought to be a lucky number to many English speakers, but it does not have the same meaning in Chinese. Considering the cultural difference, the translator, in order to create a similar effect among the Chinese consumers, worked out the nameâ€Å" †. The name is quite satisfactory because its first partâ€Å"? †remains faithful to the source brand name without conveying any unfavorable meaning, and its second partâ€Å"? †conveys the meaning ofâ€Å"happiness and good luck†,and hence makes up for the loss of connotation in the numberâ€Å"7†. Chapter 3 General Methods in Trademark Translation Peter Newmark once said that different translation strategies should be adopted according to the different functions of different works (Mou Yan, 2008). It is well-known that trademark translation is not only to convey the cultural information of the source culture, but also to set up a good image in the target culture, and finally to attract the people in the target market to the product. In order to achieve these purposes, translators should adopt the following methods in the process of trademark translation. 3. 1 Literal Translation Literal translation, referred to as semantic translation by Peter Newmark, is a way of translation which aims at preserving the most possible cultural messages (including the communicative aspect of culture, such as, the formal elements of the SL) of the source text at the sacrifice of the formal elements of the target language and sometimes even the intelligibility of the target text (Zheng Shengtao, 1994). Since the formation of words in the Chinese language is different from that in the Western languages, it is actually impossible to achieve trademark translation by word-for-word translation in most cases. Peter Newmark favors â€Å"literal translation† too. He says, â€Å"I am somewhat of a ‘literalist’ because I am for truth and accuracy†. (Newmark Peter, 2001:62) Although sometimes literal translation may create something exotic or even eccentric for the target language readers, it will gradually be accepted by the target language and its culture. As long as the translated brand names from foreign language can be understood and accepted by the target consumers, literal translation is the best way for promoting cultural exchange through the brand name translation in China. As the brand name translation is to transfer between cultures, translators should make the target consumers understand the source culture. Some people say there is a better way for translators to approach the original. That is literal translation, which can keep the national feature. For example, some traditional brand names, which are very familiar to the Westerners even to the world like â€Å" † (The Yangtze River), â€Å" † (the Yellow River), and â€Å" † (the Great Wall) are chosen by the producers, as they are the symbols of Chinese wonderful natural history. When translators translate them, they have no need to do any translation. As these brand names are well-known to the world, and these Chinese characteristics of brand names are fresh and mysterious to the Westerners, it is easy to evoke the target consumers’ purchasing desire. Translators can adopt literal translation. The brand names â€Å" †, â€Å" †, â€Å" † carry our ancient cultural information. When translators translate them into the Western languages, they should keep literal translation and add some notes, in order to let the target consumers know the source culture. Literal translation also keeps the general form and keeps the structure of the source language. Today, Chinese culture are getting more and more popular in the world, and more and more Westerners are eager to study our language in order to learn our long history. Therefore, the kind of translation is a necessary way to let more people learn our traditional culture. On the other hand, in the English-speaking countries, there are some brand names which can be literally translated. For example, the very famous brand name â€Å"White cat† is translated into â€Å" †. And the brand name â€Å"Camel† is translated into â€Å" †. All these translated brand names are very suitable for the products, and the products will very probably be loved by the consumers in the target market. Here literal translation is not the same as word-for-word translation. Word-for-word translation is to rigidly reproduce every word in the process of translation. Strictly speaking, it is not a translation method. But, literal translation is a skill of translation, even if there do exist some additions or deletions while the essence of the original is not destroyed. Literal translation makes the target language more smooth and acceptable. Although literal translation can most possibly maintain the cultural messages of the source language, it sometimes will cause misunderstanding of the cultural messages or create unintelligible meanings. Let’s take Sprite as an example. If the word â€Å"Sprite† is translated literally or directly, it might be â€Å" †. The version would put Chinese consumers into great confusion because â€Å" † is a human-like monster in Chinese culture. Thus translators should consider other methods. Literal translation is adopted as the most ideal translation technique in reproducing images because it can preserve the original images as much as possible. Some English expressions wearing word-for-word similarity to some Chinese expressions may mean something quite different. In this case, translators should go deeper to find out what these English expressions really mean; otherwise mistakes will be made in literal translation. 3. 2 Transliteration Transliteration in a narrow sense is a mapping from one system of writing into another and it is mostly based on the pronunciation. Transliteration attempts to be lossless, so that an informed reader should be able to reconstruct the original spelling of unknown transliterated words. To achieve this objective, transliteration may define complex conventions to deal with letters in a source script that do not correspond with letters in a goal script. Transliteration means that trademarks are translated into similar names in pronunciation according to the original ones (Li Yi, 2009:232-234) It is generally believed that the adoption of this method can help to achieve various purposes. Some trademarks obtained in this way can effectively remind the customers of their classic status. Such trademarks are easier for target consumers to pronounce and memorize. Still, some trademarks are deliberately transliterated in order to cater to the foreign consumers’ general preference for foreign goods because some thus-translated trademarks sound more foreign-like. The world famous trademark â€Å"Intel† means: the ability to learn and reason and the capacity for knowledge and comprehension. Now you see why it is translated into â€Å" † which sounds foreign-like and is easy to memorize and read. Meanwhile, it indicates the characteristic of the product. Another example is the translation of â€Å"Ya Ya†. â€Å" † (down wear) is transliterated into â€Å"Ya Ya† instead of â€Å"Duck†. The translated trademark â€Å"Ya Ya† is a catchy name that can fulfill the simulating function of trademark effectively. These two examples show the characteristics of being simple and easy to pronounce and memorize and as well obey the principle of aesthetics. Though transliteration embodies the sound beauty of the original one, the translated trademark dictions should be chosen carefully. During transliteration, it is important to obey the characteristics of arousing desirable association. â€Å"Philip† was once translated into â€Å" † which sounds more similar to the original one than â€Å" †. But the three characters â€Å" † will arouse unfavorable association. People prefer good and appropriate words, and hence, when using transliteration method, translators should do their best to choose beautiful words. For example, â€Å"Lancome† (cosmetics) is put into â€Å" †. The two Chinese  characters are beautiful and can be associated with an elegant woman with certain spiritual qualities. These two words â€Å" † are always connected with beautiful things, such as â€Å" , †. That’s why Chinese females have a partiality for â€Å"Lancome†. In translation practice, we find that English trademarks are highly coherent in letters or words and can be pronounced easily in one breath, while the transliteration of Chinese trademarks are broken into independent words in accordance with the specific Chinese characters. So the English version often lacks coherence. To avoid the disadvantage of transliteration in strict accordance with the standard Chinese pronunciation, we can use transliteration method flexibly. To some extent, we can translate a trademark according to the local pronunciation. The following examples successfully avoid the above problem. â€Å" † (refrigerator) is translated into â€Å"Frestech† instead of â€Å"Xin Fei†. â€Å"Frestech† is composed of â€Å"fresh† and â€Å"technology†, which is coherent in structure and pronunciation. What’s more, it also implies that the product is produced with advanced technology. â€Å"† (tonic food) means that happiness is coming, suggesting the product will bring happiness and health to consumers. The English version â€Å"Life† caters to westerners’ psychology and is easier for them to pronounce and spell. 3. 3 Free Translation â€Å"Free translation reproduces the matter without the manner, or the content without the form of the original. Usually it is a paraphrase longer than the original. † In order to take advantage of the target language and make translated brand name more idiomatic and acceptable, some imaginary brand names are freely translated. Free translation can communicate the information of products clearly and vividly. It will make a strong impression on the target language consumers and arouse their response. There are many successful examples to show this method. For example, â€Å"Ariel† (washing powder) is rendered as â€Å" †. The word â€Å"? † means â€Å"clean† and â€Å"clear†. So â€Å" † indicates the super cleaning capability of the washing powder. Similarity, â€Å"Safeguard† (soap) is not literally translated into â€Å" †, but â€Å" †. The translation describes the product’s function and attributes. â€Å"Rejoice† (shampoo) is not translated into â€Å"†, but â€Å" †, meaning softness and glossiness. â€Å"Slek†(shampoo) is also rendered as â€Å" † through free translation. â€Å" † in Chinese can be a noun as well as a verb phrase. If â€Å" † is interpreted as a noun, it means beautiful buds, implying ladies will be like an elegant bud after using the shampoo; if â€Å" † is interpreted as a verb, it means nourishing a bud to make it come out. This implies the shampoo can make hair glossier. â€Å"Zest†(soap) is paraphrased as â€Å" † through free translation. â€Å"? † is a very popular word in China, which brings the soap a fashionable element. This translation is improved from the original one â€Å" † in literal method. â€Å" † is more proper and suitable to meet the needs of the youth who are the target customers. 3. 4 Liberal Translation plus Transliteration In order to reach the criteria of trademark translation—beauty in meaning and sound, and to make the translated versions possess the general features of good brand names, we can use the combination of liberal translation and transliteration to translate brand names, since in many cases liberal or transliteration cannot do the job along. A good translation of a brand name should not only be similar to the original sound but also reflect the connotation of the original. The combination of liberal translation and transliteration may achieve double purposes, as the message of the brand name will be more vividly reflected so that it will be more impressive to guide consumption. Here we take some examples to appreciate the merits of this kind of method. For example, â€Å"Pampers†Ã¢â‚¬â€diapers from P&G, is rich in meaning and clear in pronunciation. The translated brand name â€Å" † has got a balance between the meaning and the pronunciation. The brand name of a medicine â€Å"Bufferin† is translated into â€Å" †. The translated brand name does not tell us what the medicine is, but it forms a sound which is very close to that of the source brand name. A drink named â€Å"Milo† is translated into â€Å" †, which not only makes us know that the pronunciation of the translated word is close to that of the original, but tells us what the product is made from and the property of the product.