One love in Amsterdam Netherlands

I was there Amsterdam arena with my dad; it has never been the same between dad and I. He has never trusted me since I was expelled from school. We entered the arena and there were huge crowds of people I could not believe, it was unbelievable. We went to the checkpoint whilst I was there. I spotted this gorgeous black girl, good looking fit and extremely gorgeous. I was speechless as if my mom gave my slap on the cheek; I could not stop thinking about her I kept hearing my dad was calling me. I had to ignore him cause I just too focused, It felt empty around as if I was floating in an empty world of mine just her and me. Inside of me I felt like shouting all my anger and bringing love in me. I kept on starring, trying to communication, eye contact, whilst my dad calling me, I couldn't keep my eyes off her I couldn't blink. From then on I thought I have to make some sort of Approach. She was just too irresistible I just thought she's mine, still starring at each other I knew that there was something special. Suddenly we both started walking towards the door side ways facing each other, bumping in to people, exiting the arena thinking of what to say, we approached each other as if we have never seen a person before. Hi, she responded hi, `I could tell she was a bit shy, anyway I do not mind shy girls. My name is Ethan but my friends call me big Ethan. Now would they call a handsome guy like you big Ethan, because I am, big, cuddly and strong. My prediction was wrong she was not shy at all. What is your name young lady, Jasmine, my name is jasmine but you can call anything you want. So what is a beautiful girl like you doing here, why thank you, I'm here with a couple of friends, are your friends as beautiful as you are. She never answered the question, it was a bit strange, and I felt unsecure from that point, I couldn't feel the trust, between us. Here they come they approached me the way jasmine and I approached each other. One of the girls was whispering I could make out what she was saying. The girls looked shy, because there were hiding behind jasmines back, as if they had never seen humans before. Girls this is Ethan, hi Ethan. Ethan that is Monica, Lisa and Vanessa. They all started to giggle, don't worry they always do this when they see handsome boy like you. So you must be Vanessa, jasmine was just talking about you, as I was moving along greeting them and I take it your Lisa hello Ethan, and you must be the lovely Monica boy you are harming. Every time I shacked one of the girls' hands I could see a warning in their eyes, I do not know why it happened it must have been my imagination. Vanessa was half cast girl with plated hair with streaks running down the hair great personality, identical to jasmine except the face totally different from each other. The great thing was they all did not have a childish act, they acted like adults. Because I remember when I was at school they all used to say oh boy I hate boy, That still goes in schools. The other thing was, they were extremely good looking and much more fitter. So ladies can I take you out for drink sure. In me I said to my elf this is my night. Follow me ladies, we walked to the nearest Dutch restaurant, the BJiRDWING cafi. It looked like one of that American silver with seventies style writing, carriages like the one in back to the future with tight leather seats, there called dinners. Just remembered something girls, I have to call him on the mobile al else he'll be worried sick about me. When calling, I saw the girl's giggling gossiping boy they might even think I am a daddy's boy or even mommy's boy. Oh dad it me Ethan, Ethan were have you been I've been worried sick, on't worry, don't what was meant to think when you left, I am fine dad. Son I want you back here now, but, no but, no what did you say, no leave me alone since I was twelve you been treating me like a baby but I'm not a child any more I'm You've never given me a chance a live independently I'm seventeen years old. From then I had hang the telephone, in me I could feel pain the pain. When you feel that person a you love won't give you a chance, I felt liked my heart would burst with anger, and my veins popping out like a hulk. I sat down hiding the expression on my face that I had when speaking on the telephone. So ladies what may a get you ladies? Vanessa responded rapidly saying you can get me anything you want, everyone just looked at her, especially jasmine, I could see it in her sparking eyes how she felt, Personally, I felt that Vanessa was a flirt. I told the girls that I now places were we could go and spend some time, I told them it was a surprise. We were walking on the streets of Amsterdam bracing ourselves. Walking in a group so at least we could defend our selves, suddenly a trump jumped right in front of use, this old raged old man, who wore a fisher mans suit with a hat, he smelt worse than the public toilets, n the high streets. A drunken mad person had not shaved for a long time all this I could tell by looking at him. For a moment, I thought we would die. We increased our walking speed, the trump still following us. We turned around and looked behind us, he was gone . it looked like we were too fast for him, the like light began to fade in the allay way, whilst the dark skies covering the moon as if on of us would turn in to a wolf. We walked threw the alleyway just about to walk out of it, suddenly there was a noise, I thought was one of the girls stamped on something. Then I shouted look! Look! . It was the most horrifying thing I had ever saw, a black cat shredding this mouse into pieces, While all the girls couldn't bare to look for a second. Moreover, jasmine on my shoulder sacred out of her life. The cat just left the helpless the rat eaten to shreds with it guts hanging out and blood running down to the pipeline like water floods. We continued walking until we saw the amazing blocks of house and so much light as if they had put a torch in my face or as if I was questioned by the federal government the C. I. A the F. B. I. We walked a blocks to my friend house, he name is Jesse we have known ach other since child hood, he's like a brother to me, also my best friend. We walked up to his house, we rang the bell, we waited we were just took our first step down, then he finally answered. When he opened the door he had, his pyjamas on I was surprised to see Jesse in his pyjamas because not an early sleeper. Oh its brother, yeah its me brother Eth, so why are you wearing pyjamas now it's even midnight. No its just I have nothing else to do. Anyway, we are going to night do you want come yeah of course. In addition, you said we, where are the rest oh sorry. Girls come up, so t looks like you came honeys, girls that's Jesse, hello Jesse. So are your parents around no there all out on a business trip. It looks like we have the house to ourselves I guess so, when I said that we have the house to ourselves, Jesse didn't look happy this wasn't the Jesse I knew, the Jesse that I spent my child hood with. Therefore, are you going to let us in or let us freezes to death out here, sorry of course, you could come in Come in girls, they all walk in one by one while I was introducing them to Jesse. That's my girl she's jasmine, this is Vanessa, come in baby, (I warned Jesse if he said anything a bit too explicit, she would take it the wrong way) boy get some tick tuck, I warned Jesse about it but he never did listen. That is Monica and Lisa Jasmines best friend they are good looking. Jesse went to freshen up, while we were down in the lounge having some drinks. Fifteen minutes later Jesse cam down looking good handsome why thanks Vanessa. I was shocked at the way Vanessa had a change of mind the she acted. Then the door rang who could be there, I thought. You said your parents are gone don't worry its not as if it's the police. The way it sounded as if he already knew who was at the door. Simon & Michael what is up? I recognised the voice, is that Michael, I rushed to the door `'Mickey† â€Å"brother† and it looks like Simon came along, coming in. we went and sat in the lounge, while the girls were listening, so mike what are you doing here. I just arrived from Hong Kong with Simon, some of our friends told us you were here in the neighbourhood, is that Jesse, gosh you have grown. I was a bit surprised to see Simon, when I looked at him he looked lost as if he didn't know me. However, while looking at him I was quiet confused because the Simon I know was totally different? This wasn't the Simon I knew. I was speaking to Michael and Jesse, Simon went to speak with the girls then, I turned around I saw Simon touching Jasmine in a way I could not explain I was disgusted when saw Simon touching her in an annual manner. My heart was beating so fast I thought it was an earthquake . I shouted get of my girl! I repeatedly kept on shouting just seeing Simon caressing her hair, running his hands down her face. I felt like murdering him, I got him on the floor and started punching him, if it weren't for Jesse, and Michael to stop it, he'd be dead. I cooled down the, girl were wondering what was going on. I told jasmine why I was furious she then told the rest of her friends. The girl decided to stay for the night. We never really got to know them. When I kept my cool I walked to Simon and apologised to how I had reacted, he seemed cool about it. When shaking his hand I saw an expression that he had on his face that I did not like but it quiet unexplainable I rapidly withdrew my hand as if I was agitated and walked off. He stood there as if he had been in a shock I grabbed jasmine, put my hand on her should as if we were at the movies, So, boys or girls are we staying here or going to party or what Yeah were going to party every body else looked in mood except for Simon he has never liked the outdoors I'd think he would rather play video games. I didn't bother asking him because, it just raise to many arguments. Michael had arrived with some fire works from Hong Kong, and he knew were we could light then up. I quite shocked because Michael had only arrived from Hong Kong today. I when up to Simon asking why he was so quiet, but he didn't answer Simon leaning on the balcony without saying a word as if he was speechless. I asked Monica to try and comfort him I didn't want him to e that quiet as if he was lost in the world, like a boy Despite falling out with him, I still felt sorry for I had to putt every behind me try to make sure it will never happen again. We left Jesse's house to walk to the beach it wasn't a public beach of course not anyway who would be at the beach at midnight except for us We started off. I had the urge to start speaking to jasmine while everybody else was holding hands. So jasmine I haven't really got to know you that much, of course you know my name. But I want to know everything about you. Well I was born her in Amsterdam, suddenly I felt a shiver on her I ave her my coat to wear, she continued. My dad died two yours ago, `'oh I'm very sorry† I hope you don't mind me asking what happened. Well he was selling drugs; he was with, the Mafia he was an alcoholic he apparently owed loads of money to this person. I think it was Andrew he had a middle name I cannot remember, wait it was Alcapone the last name started with a d this is just too much. She continued. One night he was watching television, I was quite young then. I heard my dad crying for help; shouting screaming I could feel the pain he was going threw. He shouted my name I rushed down. It was too late; the murderer had already left he put a note around the knife saying he'll be back. Since then we have changed our name, but I will never forget his face, he was beastly look alike I did not know what to do. He was laying there with a knife threw his body I sat there saying to myself `'why†¦. Why†¦ † while steam rising from his gaping wound. â€Å"Have the police ever found him? † †They did but it had been too late he had committed suicide at least that is what they said, but I believe he still alive†. ometimes I think I want revenge and to think what he did to my amily, he ripped our hearts out my soul, my life, and the person I love. But the one thing I will never forgive him. He ripped our family apart! But I had to get over it, if I had killed Andrew Capone what next, I would have felt guilty for taking a man's life. [INS: :INS] †What about your mom? † Mom hardly speaks, since he died, once she shouted why just the wo rd I said when he was murdered. Too many questions, I sometimes could feel the pain she is going through and one day I hope I would be able to take the pain away. What does she do? She works for the United Nations. For a moment there I could the pain she was going through, she then drew a tear of sadness I could sense she wanted revenge but didn't know were to go she was lost like I was. She then asked about me. †What about you? † Born in Gaborone Botswana No brothers or sisters, my parents are diplomats. â€Å"Lucky you have both of your parents alive†, `'not quite because, my mom died two years ago. † â€Å"I thought you said your parents are diplomats† â€Å"You don't get it, I had two moms at least that what my parents said† â€Å"Why did they say that? † â€Å"I don't really know, they said she died in a car crush, but the hing that puzzles me, they never found a body, but I think there trying to keep as apart for some reason. † â€Å"Then how come you have two moms† â€Å"Well in Botswana you can marry at least three or four, but you must be able to support the family† â€Å"So when you grow older would you marry load of wives? † `'No there is only one for me, and it is a special one, you know that special person the perfect match. † `' So who is that special one† approaching me as if she was going to stroke my face with a grin on her face grin as if she expected me to say her name. When she asked me that question, I could immediately see a sparkle in er eyes; I could see us together on the waters in her blue eyes. She asked whom that special one was again, but really I didn't I wasn't sure if she was that special one, were we meant for each other I asked myself and I was still not sure. â€Å"No†, I answered, I just do not know. It is not that I do not like her, in fact, I love her. Nevertheless, I am not sure if she feels the same about me, I tried to answer questions that I have never been able to answer before, Does she feel the same about me? I was not sure, too many question I could not answer. One thing that Jasmine and I have in common is that we both live imilar lives. We reach the lake there I saw a cliff, I thought to myself I have seen that some where I swear but I just couldn't make out where I saw it. Michael and Simon set-up the fire works, while we brought some wood with us, to light a small fire. Then Jesse and I move further up the lake so we can speak privately so the rest could be better acquainted. Hence, Jesse what do you think about Vanessa? She is all right actually I think I love, but the love I have for her is unexplainable, I can feel the force pulling us together, like magnets. What about you Ethan well I like jasmine more than like, I could feel something pecial building up you know that tingly feeling that you get when everything is going your way, but I just don't know if she the right one I am not it puzzles me. Jesse do you think you would ever spend the rest of your life with Vanessa. You cant really answer that question because were still young, as a teenager I just cant say, considering I have not even thought about it yet, and we have just known each other for a day. What about you Ethan what do you think about jasmine? I love jasmine though I have only known her for a day, but I felt that I had already known her. It was too convoluted to explain. I do have feelings for er but I am not sure if she is that special one, that I can be able to spend the rest of my life with her. You must be joking, spend the rest of you life with her, what, there's nothing wrong with jasmine! Its not jasmine its just were too young to get married, we have to live our lives before that I would have thought I would get married at thirty years old. That my option, I don't mind because it's not me getting married early, I am your best friend, it is only me to advise you but at the end of the day it is your choice if you want to do it or not. However, I could feel that Jesse felt the same that I did but to Vanessa, for some reason I felt he was lying to me. Every time I asked him a question, when answering the questions he kept on turning his head around as if he could sense some behind him. Suddenly when Jesse and I were speaking we both her a noise, coming from all directions, as If cars had surrounded us with the engine running. Jesse and I could not make out what it was, Jesse and I stood up whilst squinting trying to see what it was looking lost as if we were in the jungle trying to find our way home. Whilst everybody wondering what was going on, Then all I could remember was Jesse warning watch out motor bike ruising threw the beach as if it was a dirt track. And Jesse laying on the silky sand on the lake, trying to help, I took him in my hands, as if was carrying a baby lost in the wilderness trying to keep him safe. Holding him, Michael came and checks his pulse as if he were a paramedic, Michael said there was no hope he was dead, not breathing. Holding him did not give up. I knew he would not die without a fight. I have never lost faith in him and I will not lose faith in him now. I sat there in agony repeatedly shouting this cannot be happening tears dripping like heavy rain tears of faith. This cannot be happening to me why I ask myself too many questions, he is like a brother to me, please forgive me I beg you, he risked he's life for mine. Whilst resisting to whip his tears off his face letting the tears drip on he's face as if he was being baptised. From then on, I knew how Romeo felt when he lost Juliet but this time it my best friend. Still holding him I laid my head on he's chest, everyone surrounded Jesse and I without a word being said. Jasmine trying to comfort me getting a tissue and trying to whip the tears of my face, but I still resisted there's still hope, I me I could feel the pain he was going hrough. However, I still did not give up. I remember my mom telling me never give on something you have, and Jesse is like a brother, we own each other. While my head rested on his chest I cold feel movement I was not sure at first, but then I could feel his stomach rise, I rapidly stood back, he sat up as if he didn't where he was, saying what happen. We all sighed in relief, scared. He then stood up shacking he's head, as if he was confused, brushing of the sand in his hair. He smiled we all ran to give him a hug we all worried. I have never ever lost faith in Jesse not on him. I then realised, how it feels to loose someone who's close to you, If Jesse had died I would not be live with myself It would just be unexplainable. Was it his colour? I asked myself. If it was there is no point of living in a society where they judge you by your colour, but Jesse and I will try and find the culprit. Jesse and I sat on the cliff. I felt very emotional then; I could hardly speak as if I had been struck by lightening. I sat there facing the sea, trying to explain how I felt. â€Å"Do you know how I felt, what I was going threw my head when I saw you laying there in agony. Do now† trying let out his pain, showing motion showing how depressed he would be by loosing a very special friend, that he does care about him say it by his words. â€Å"No† Jesse responded, in a very soft tone, whilst facing the sea. I looked at him for a moment, puzzled confused did not know who to turn to for help. Jesse is the person I would usually turn to. However, not at this moment, I felt vulnerable for had happened. Jesse still staring stars, thinking, trying to find answers an explanation. I it was that easy, but life is not what we think, it is not easy nor hard it is just right. (People may disagree because of the battles that have occurred his century, there the First World War the Second World War. Still in our society or world, we still have a lot to learn about ourselves) in his eyes I could she the fear that had come across him, I could see the sorrow in his eyes. Courage within him I could feel the vibes flowing between as like a storm. I knew he was afraid, but did not know what he feared it was not what had occurred today. I put my thoughts beside me, and tried to move on. I moved away from Jesse because I felt that I needed some time alone. I looked at my watch, it wasn't even that late. I was a bit sceptical about it, as I sat there on edge of the cliff, eliving memories, of the past weeks. Memories that I thought would be gone, but I am strong-minded, not even to forget some of my memorise from primary school. When I was with my best friend, he's name was Michelle he was from Marseilles not that tall about five foot six fairly short black-haired he was quit sensitive, funny person but I have not seen him for quite a long time. I remember It was the last year we would be able to see each other, that was when I was at school in England when Jesse was in Eindhoven studying at this private school. We were talking about meeting up with each other one day and tell bout how life was or start our own business have fun. However, since he left I had never been able to contact him. Life is a bit strange, just like we live in a strange world; we still have various things to learn about the civilisation we live in. I remember when I attempted to call him two months ago of November of 2002 because I wanted to go and visit him in Marseilles for his birthday his 18^th birthday, to see how things were. For me that was the day of depression, I was confused, apparently he moved to Lisbon in Portugal to continue his studies there. I was shocked at the time, how could he have not told me. Because Michelle and I had promised each other to always keep in touch on what goes on in our lives, to be there for each other no matter what happens to us. However, it seemed that friendship that we once had faded into thin air. From the letter, he had sent to me in England. Dear Ethan I have to go. Life is getting difficult here in Marseilles I will have to move away from France, I do not know when. I do not know if I will be able to see you again. It will be very difficult to forget you, our friendship has spanned many years, and I will always remember you. However, my life is destined somewhere else, at the moment I am lost, I do not know what to do, depressed too many things going on in my life, too many bad things. Stay well, I hope that one day we will meet again, it will be long, as I must heal. I will go to my friend Jean Pier I am yet to find out where he stays. Goodbye my friend. Best Friends forever Jean Pier After reading, the distressing letter I felt as if I was cut open and a piece of me was taken away from me. I felt as if a person had came between us, like when the moon stands between the two stars at night. I remembered those times when I was uncertain about our friendship, was he really a true friend? Did he trust me as much as I trusted him? Were all things we did together false? Our childhood, the good times and bad time. The times when we were, there are for each other. Hadn't that meant anything to him? I was dumbfounded. I just could not answer the question. I had a moment to think, think about those times we had together, but we have to move on. I sat there still having a moment to my self, this was my time, as I exposed my face to the blistering winds, I felt free all the things you would feel when you are contented. I heard footstep behind soft steps as if the person did not want me to now who was behind me creeping as if I was to be stabbed on my back, by a mass murderer. With a voice a sweet soft tone saying my name I figured it must be jasmine, I sat there still looking at sea, didn't hesitate to look to see who was behind me. I sat there as if I knew she was there all along. However when I finally turned my back she was not there, was this my imagination, I could swear I heard her voice. I sat there puzzled, I thought I must be really obsessed with her, paranoid even to hear her voice. â€Å"What's wrong with me† as everyone else stared in disbelief, they probably thought I a psychopathic aniac, or just weird. I had a friendship ring that he gave me to remember by him just before I got up and walked back to the fireworks display, I took a chance and threw away the ring into the depths of the sea. Putting myself out of misery, forgetting the memories that we had together, knowing that one day we will meet again. I walked to the fire that was set-up, on the centre of the beach, still having thoughts, thought that could change my life. â€Å"Am I going to spend the rest of my life with Jasmine? † That's what really bothered me, I guess I was not in the position talk about it yet. What's wrong my friend,† Michael was trying to calm Ethan' s pain as he tried to hide the look on his face that made him look morose, and lonely. â€Å"I just don't know† Ethan ignoring Michael, seeking for his own answers. â€Å"You don't normally act this way what's wrong with you? † â€Å"You just don't understand† while he plays with the sand, with his head between his legs sulking. â€Å"Understand what! that you're madly in love with Jasmine, you think I don't see what goes on. † Michael pointing, pressuring Ethan to confess. â€Å"Anyway you have nothing to do with it, why don't you just go! † Michael walking away from the argument, trying to keep his cool. I sat there still depressed, but vigilant to what was going on around me, my life is much too complicated. While I sat there on the beach, Simon came along, it was a bit strange because it is very rare for Simon and I to speak. â€Å"So what's on your mind my friend? † looking at Ethan as if he was forgiven for what he did before. â€Å"I cant believe you even have the guts to say that,† uh my friend, you're just wasting your breath. â€Å"Why are so mean, what have I ever done to you, I am trying to be your friend, ok maybe I gave the wrong impression to you when I touched your girlfriend. However, I am very sorry, I may not be one of your est friends but that does not stop us from getting along. So what going on, from the argument you had with Michael it doesn't that everything is well? † Simon, making his point, trying to make life easier for them, instead of hating each other. † Nothing's wrong with me, its just you caught at the wrong time to speak to me, for I have been having thoughts,† as he drew a small tear, a tear of emotion and affection. â€Å"What kinds of thoughts,† Simon asking anxiously. â€Å"Love. † â€Å"Do you mean Jasmine? † â€Å"Who else. † â€Å"Oh. † â€Å"So what happened to Michael, he seemed upset did you two have an argument? as he glanced at him anxiously â€Å"No, he just caught me at the wrong time, I hope he is still alright despite our fall out, I meant no harm. † Simon and I seemed to settle our differences quite quickly. After the conversation, I went to apologise to Michael, it stupid of me to put the blame on him. â€Å"Michael! † I shouted. I saw him sat by the edge of the cliff. â€Å"Michael, I would like to apologise, I never meant to start an argument with you. † â€Å"I am sorry as well; I should not have aggravated you while you were thinking,† as Michael turned around with a smile of satisfaction. We were friends again, but stronger. The church bell rang, it was midnight we decided to call it a day. Just before we left Monica said that Jesse and Vanessa were gone, but I wondered were they would go at this time of night. I went to ask Lisa but she said the last time they saw Jesse and Vanessa was when they walking together to fireworks display. I wondered why would they be there. We all walked towards where the fire works were launched, Jesse and Vanessa were not there, and there was a staircase, which had led down to a cave, I then saw movement in the cave, quick, very bright. What was that I pointed, everybody seemed to deny seeing anything, I nodded y head in disbelief, and I was dazed So dazed that I stood there for ten minutes in the same position. I did not even realise Jesse and Vanessa had already turned up. Everyone else moved further away from the cave, scarred out of their lives. What is in there? I asked myself. I sat there on the staircase that led to the mysterious cave, as I was there I heard footsteps coming from all directions. However, it only jasmine. â€Å"What's wrong Ethan, you look disturbed? † Jasmine comforting Ethan as he tried to explain to what he saw in the cave. â€Å"I swear I saw something down there. † Ethan investigating to what had appened. â€Å"Don't worry they are probably just bats† â€Å"Believe me I did not see bats and I do not see things either. † â€Å"Anyway what is up with you, you have been quiet since we arrived here. † â€Å"No your are joking,† as if she had been already chatting for a long time. â€Å"Seriously, you have been quiet and I have been getting worried about you, because I would hate someone to put you in a bad position. † â€Å"No it just I have been having thoughts† â€Å"What kind of thoughts? † Ethan asked anxiously, as Michael came to interrupt the conversation. â€Å"Jasmine, Ethan we have to make move on, it is getting too dark we have to get back. † I told Jasmine that we would speak again, on the way to Jesse's house as we were going to have a sleep over. I had to speak to Jasmine, because of what she said. The thoughts she had; I was worried. Would this mean the end of the one love of my life? I did not know. So we left the beach, as they called it, as the rest were anxious to get back. Everybody leapt ahead as Jasmine and I walked together, I was anxious to ask her what she was thinking about. â€Å"Jasmine remember you said you had thoughts. † â€Å"Yes, yes I remember. † Jasmine replied remembering what we were speaking about. â€Å"I had thoughts doubts, about our relationship. Since you came, my life has changed, immensely, totally. It has been like a dream, paradise; oh I wish we could make that dream last forever. † She rested on my shoulder in the full moon, walking towards a bridge that led to Jesse's house After that I felt inarticulate . She was thinking the opposite to what I was thinking about. â€Å"Jasmine, I have to admit I have had some doubts as well† turning his head as they walked to the centre of the bridge, he walked to the rail of the bridge, trying to let out his feelings. â€Å"So what is on your mind Ethan? † â€Å"Oh Jasmine, I just don't know how to explain it. Still leaning on the rail of the bridge, trying to tell, express his feelings to her. â€Å"Jasmine, what I wanted to say is that, I have also been thinking about our relationship. What I want to say is that I like you, more than like. However, I feel that there is a certain part of me that's telling me it might not work, we have taken a big step my life is my too sophisticated at the moment, it is a roller coaster. † Ethan was hardly being able to speak lucidly. â€Å"No Ethan, it will work, the last thing I would do is run away from our relationship, I love you too much for us to split apart, you make e feel important, you make me see a side of myself that I have never seen before. † Jasmine letting out her feelings the way she felt about Ethan. Leaning on the bridges rail I stood there as I lifted my head facing the full moon, I realised it is not easy to let out emotions, what I learnt was it is better to show than hide you true feelings. As I converged looking at the full moon, I could abruptly see my future flash in front of my eyes. I ask myself, how will it be to be old. Will we still be able to do the same things that we did when we were young? Will we be still kissing, snogging, all the things we did when young? Will we have the amusement that we had together the appetite for each other? I do not know that yet, but one day that day will come when I will know how it feels to be old, and in love. I took jasmines hand, holding her hand I felt that we had built a bond between us but stronger like a force, that was unbreakable the force that you have between your best friend, between your parents. Nevertheless, for me it seemed that the one forces that I once had with my dad seemed to be lost. Once there lost things will never be the same again. I turned around still leaning on the rail of the bridge, finding jasmines in front me. She saw that I had shed a tear, she took her hand, and wiped the tear off my cheeks sensitively with her right hand running my down that smooth sensitive face of mine. We stood there looking at each other all I wanted her, to do is rest on my shoulder, and be free with me, because this could be the last time we see each other. It seemed not to happen. I took Jasmines, hand and continued our journey back, as we reached the end of the bridge, there as we left the bridge was a park with scenic beauty though it dark. While Jasmine and I were walking together, I saw Jesse and Vanessa, Michael and Monica had probably eached Jesse's house by now. Nevertheless, Lisa always seemed to disappear, always the quiet one, since I saw her I was never able to understand her. , anyway she probably went home. Jesse and Vanessa were sat on the bench, in the park facing each other holding hands suffixed, as if it was a replay of jasmine and I when we were on the bridge together, madly in love with each other except with a different scenario. I did not realise how much they fancied each other, when Jesse and I spoke I did not know that he was staid about their relationship, perhaps its time for me to take him more seriously. I guess I should let Jesse have some space to himself because I have always be protective over him, as I said before he is like the brother I never had. Jasmine and I attempted to walk past them ignoring, them as if nothing happened. They immediately acted as if everything was normal, Jesse looking at me as if I was a fool, swinging his head, to the right, wanting to speak to me in private while Vanessa and jasmine also walked ahead have their own jest. â€Å"So Jesse what was all that about. † â€Å"What are you talking about,† while strolling in the silent night of the park. Don't speak to me like that you know what I am talking about

Innovation Essay Essay

Tom Scott and Tom First founded Nantucket Nectars in 1990 as a small side-business on Nantucket’s Straight Wharf. A peach fruit juice drink that Tom First discovered while visiting Spain inspired him and his partner to embark upon the journey of building their juice company. After only six years, the two entrepreneurs built a business that was generating $29,493,000 per year in revenue and $969,000 in EBITDA. With remarkable success came exciting opportunities, as well as challenging decisions. Specifically, Tom and Tom were faced with the dilemma of taking the company down one of three roads including: taking the company public via IPO, selling the business, or continuing to grow and run the business independently. Tantamount to these decisions, the founders had additional questions on their minds – How should the company be valued? How could they ensure price maximization? How would the negotiations be handled? Could they engage potential buyers without existing employees find out? At the end of the day, the decision was more personal than anything. It’s never easy for an Entrepreneur to rationalize â€Å"selling out† after they’ve spent so much time building and developing their baby. Nevertheless, it’s often the best decision. In this paper I will explore the Pros and Cons of selling Nantucket Nectar, along with how to determine an appropriate value for the company. The first option to be explored was remaining independent. One of their concerns was management involvement of any potential strategic partner, or buyer. Tom and Tom wanted to run the company, if possible. If they remained independent then they would still be the autonomous owners of Nantucket Nectars and they wouldn’t have to worry about listening to anybody else telling them how to operate, or grow the company. Also, a benefit of remaining independent was the preservation of the company’s brand which was built upon two entrepreneurs, Tom and Tom. They used their story as part of the branding and the market enjoyed it. Selling out could create some negative public relations. Remaining independent was an opportunity to remain in control of their public image. Independence isn’t entirely positive, though. A negative aspect of remaining independent would be the lack of distribution support – their growth capabilities would be limited. In contract, if they were to sell to a larger organization with robust infrastructure they could enlarge their footprint more rapidly. Another con of remaining independent would limit the founders from entering into new ventures that might be more appealing to their sense of entrepreneurialism. Remaining with Nantucket Nectars, to some, could be stifling. Regardless, it would certainly limit their ability to grow from within. Capital was less readily available to Tom and Tom and the support of a larger scale investor could bring some immediate excitement. Another con of remaining independent is the insulation against catastrophic events, or litigation. As a small, independently owned business there is typically more risk involved from a litigation standpoint. Although companies are insured, the sheer expense of seeking legal counsel has a greater negative impact upon smaller businesses than larger conglomerates like Tropicana, or Pepsi, who have large departments of in house counsels. The second option available to Nantucket Nectar is to sell the business. In reviewing their financial performance (see Exhibit 1), we notice that the business has had several years where they were profitable. Their EBTIDA was strong over the past two years (1995 & 1996), thus making them more marketable. From a seller’s perspective, this might be n favorable time to sell. Also, a benefit of selling is the immediate influx of cash that would be available as a result of the buyout. Tom and Tom would have financial independence which, for an entrepreneur, can be the greatest state of being. This would afford them both an opportunity to regroup, reenergize, and focus on new business ventures. Many entrepreneurs enjoy the early â€Å"start-up† phases of the business cycle. Of course, selling a business has its drawbacks, as well. First, the buyer often requires that the management team from the acquisition target stay on board for a specific period of time and achieve certain key performance indicators before receiving the entire payout. Often, there is a lump sum delivered up front, and then incremental payouts upon achieving KPI’s. This could be frustrating to Tom and Tom, as they would relinquish all of their independent decision-making powers and have to take the back seat as employees. Typically, this is not a comfortable position for entrepreneurs to take. Also, Tom and Tom built up a loyal and talented staff of employees at Nantucket Nectar. Acquisitions are typically driven by synergies and, as a result, certain employees could be terminated in pursuit of cost savings. Finally, Tom and Tom would have to deal with the fact that their company culture would be at risk. Often, the buyers culture engulfs that of the company being acquired. The third option available to Tom and Tom is taking the company public, or an IPO (Initial Public Offering). The most obvious advantage of going public is that Nantucket Nectar would have an immediate influx of capital available due to the sale of its stock. With excess capital available, they could purchase assets for distribution and manufacturing, invest in advertising and marketing, and continue to fuel the expansion of the business. Going public also creates a type of currency in the form of its stock that Nantucket Nectar can use to make acquisitions. In addition, they will likely have access to capital markets for future financing needs. As is typically the case, Nantucket Nectar’s debt-to-equity ratio will improve after the IPO, allowing them to obtain more favorable loan terms from lenders. Another benefit of going public is that Tom and Tom may be able to retain a certain degree of control. If they opted to sell common stock to venture capitalists to raise money rather than doing an IPO, the purchasers would probably require some decision-making authority. As entrepreneurs, Tom and Tom would have a hard time relinquishing decision making authority. 1 Initial public offerings have negative aspects, as well. First, going public is not inexpensive. Multiple areas of expertise are required to execute the process, including lawyers, accountants, and consultants. This could get expensive for Nantucket Nectar. Another disadvantage of going public is that public companies operate under close scrutiny. The prospectus reveals substantial information about the company including transactions with management, executive compensation and prior violations of securities laws. This may be information the company would prefer to keep private. In my opinion, the most difficult thing for Tom and Tom to deal with would be the decision-making process. From the case study, we see that they are informal, salt-of-the-earth individuals. Taking the company public would mean that they would have to become more formal and less flexible due to the shareholders. They would no longer have complete control of the company. They would have to share in the decision making process2 VALUATION As an adviser to Nantucket Nectar, there are several approaches that can be taken toward determining the worth of the business. Ultimately, the value of the business is whatever a buyer is willing to pay for it. From a negotiating standpoint, Tom and Tom need to determine what they believe is the value in order to set an expectation upon engaging in negotiations. Multiple companies are expressing interest due to the boom in the New Age beverage market and Nantucket Nectar’s competitive advantages. The first thing to understand when determining the value of a business is their brand equity. Nantucket Nectar has a lot of value in the brand they’ve created and the value drivers, as determined by Tom and Tom, are listed in Exhibit 2. Nantucket Nectar created a fun and memorable story – the â€Å"juice guys† are unforgettable. The value drivers go beyond financial figures found on the P&L, balance sheet and cash flow statement. They are the intangible assets that management has built on their own – also referred to as Goodwill. Goodwill is seen as an intangible asset on the balance sheet because it is not a physical asset like buildings or equipment. Goodwill typically reflects the value of intangible assets such as a strong brand name (ie Nantucket Nectars), good customer relations, good employee relations and any patents or proprietary technology. 3 These intangible assets can be the most important valuation drivers to consider when placing a value upon a business. I used several methods to determine the value of Nantucket Nectar. First, I utilized the Market Approach. The Market Approach is a multi-step process. In the initial step, we compute the average Price-Earnings (P-E) Ratio for as many similar businesses as possible. Then, you multiply the average P-E Ratio by next year’s forecasted earnings. I used 26. 9x (see Exhibit 3) as the P-E Ratio and multiplied it times $2,234 (see Exhibit 4), which is Nantucket’s forecasted earnings for 1997. The value equals $60,094,600. This would be a good starting point for Tom and Tom to being their negotiations. The second method I used is the Capitalized Earnings Method which is the Net Earnings divided by the Rate of Return. However, I used the forecasted earnings for the upcoming year, $2,234,000. I used a discount rate of 12% based upon the rates utilized in the Discounted Future Earnings model (see Exhibit 5). If we divide $2,234,000 by 12% it gives us a value of $18,616,667. More than likely, this is the number that an investment bank would place upon the business, as a starting point for negotiations. I also calculated the book value of Nantucket Nectar, and then integrated â€Å"goodwill† for the value drivers in Exhibit 2. The book value is $12,747,000, however I don’t believe the goodwill is correctly accounted for. This need to be reevaluated. Nantucket Nectar would be selling their business, on a large part, due to their intangible brand value. This could justify a 2x or 3x multiple times book value, to arrive at an adjusted book value rate. My recommendation to Tom and Tom would be to sell their business and use the Market Rate approach towards determining the value. I think this is a fair way to view the business because it helps to frame the perspective in a similar light to other companies who have follow a similar course within the same business segment. I would not advocate an IPO due to the scrutiny the shareholders will place upon the business. I believe selling the business presents an ideal scenario because they could negotiation the level of involvement they want in the future while, at the same time, they would have enough cash to pursue other entrepreneurial ventures. Exhibit 2 – Value Drivers (determined by founders) Great product: great tasting, all natural product Ability to exploit small, rapidly changing market opportunities Current Management Team A more appealing story than any other juice beverage company (great material for a company with a large marketing budget and more distribution power) Value of the brand: quirky, eccentric and memorable A stabilizing cost structure Geographic expansion capabilities: current sales base and future sales base Access to the 18-34 market Management’s knowledge of and experience with the single-serve business: ability to add value to large player rolling out new single serve products Last good access to single-serve distribution in the New Age beverage market Guerrilla marketing skills Best vehicle for juice companies to expand into juice cocktail category without risking their own brand equity

Business Proposal Outline Essay Example for Free

Business Proposal Outline Essay This is a summary that can answer the question: what kind or type of business am I in? You must be able to answer this with a one sentence answer that summarizes everything you’ll do. You’ll use this as a tag line when meeting business people as you market your business or as an introductorily statement presented to a lender. Structure Define your business as a Sole Proprietorship, Partnership, C Corporation, S Corporation or Limited Liability Corporation. To accomplish this will require the skills and expense of a good attorney specializing in small business. You’ll need bios and resumes on your principal team players, including details of their experience, education, noteworthy achievements and why you’ll think they will be an asset. Employees How many and how will you hire them? What qualifications are you looking for? Will you outsource? What about compensations, benefits, workman’s comp insurance or health plans? Finances & Accounting In house or subcontracted? Computerized? What software will you need? You’ll need a proforma profit and loss statement with income and profit projections forecasted out three years. What kind of a balance sheet method will you use? You’ll need three-year projections of assets and cash-flow. Will you outsource for expertise in this area? Who can you hire and who can recommend reliable professionals? How much will a qualified CPA cost you a year? What services will he/she provide? Technology What are your needs? How will you use your equipment and in what aspects of your business? What file databases are you going to maintain? How much power do you need to maintain these? Can you option for online vendors or do you have to install an in-house system,? What about IT? Outsourced or hired? What is you budget for upgrades of equipment and software? Will you be doing graphics and promotional materials design in-house or outsourced? What about spyware, malware and virus protections? More Than An Afterthought Writing a business plan that is comprehensive will require a lot of work and thought. But once it’s done, you’ll have a tool that can breathe and grow as your business grows. A successful business plan template will be divided into sections allowing the reader an easy interpretation of what your goals are and how you plan to achieve them. It should include the following: †¢Cover Sheet. Includes the name of the new business and the principals involved. †¢Table of Contents. Easily divides the plan into different sections and allows for easy navigating. †¢Executive Summary and Mission Statement. Introduces the business idea, summarizes the ideas and goals and what you intend to accomplish. †¢Start-Up Costs and Operations. Lists all the details of the items and costs required to get started as well as the operating costs once the business has opened its doors. This includes all expenses such as rent, supplies, administration, equipment and employees. †¢Marketing Plan. Your strategy for advertising and other methods of gaining clients. †¢Revenue Projection. Your financial forecast over a period of several years. †¢Appendix. Business Proposal Outline. (2016, Dec 09).

What's the difference between greek theatre and roman theatre Essay

What's the difference between greek theatre and roman theatre - Essay Example Greek theatrics are considered to be a refined form of artistic expression, whereas Romans adopted it from the Greeks just for the sake of entertainment. For this reason, unlike the elaborate architectural designs of Greek theatres, Roman theatres were just temporary structures that were put up for a particular show and then taken down soon after (Walton & McDonald, 2007, p. 218). However, Roman did construct massive amphitheatres but those were primarily meant for gladiatorial activities and games. Roman theatres were largely 180 degrees and the orchestra was found in the seating area. Whereas, Greeks had open-air theatres that were built in the landscape, despite their simplicity the setting and stages were more elaborated decorated than that of the Romans and were slightly lower. The structure was 270 degrees and the entire theatre was more planned, with a clear demarcation of the areas allocated for the actors, audiences and the orchestra (Walton & McDonald, 2007, p. 136). All in all, the Greeks were incredibly serious about theatrics as a form of social expression, while Romans simply pandered to the demands of the audiences and focused just on making an act as entertaining as possible. As the elders feared that Roman pragmatism would be tarnished by Greek frivolity, the art form could not go beyond its superficial status. The perceptions of Theatrical Arts varied significantly between the Romans and the Greeks, which is the greatest difference between the two and forms the basis for all other dissimilarities in the production of their plays and the general architecture of the

Sociology - Alleviate peverty Essay Example | Topics and Well Written Essays - 2000 words

Sociology - Alleviate peverty - Essay Example There are various reasons why the causes and remedies of social problems are disagreed by people around the globe. Firstly, people don't usually agree to one specific cause and solution because the problems which plague the society today have arisen due to a number of factors over a period of time and the remedial actions differ too, depending on the role people play in a society. For instance, if the case of poverty is taken up, some people may argue that the cause of it is unemployment, some people suggest that it is illiteracy, while the others maintain that it is due to inflation.From an individual point of view, it is also plausible that a person may not be exposed to the real and immediate causes of a social problem, like poverty whereas the government or organizations running in a country may have a bigger picture and statistics of the problem and its causes. Due to this, it is natural that disagreements may arise between, say, an ordinary individual and someone who is working for an organization that is functioning to alleviate poverty. Moreoever, the remedial action taken on an individual basis to reduce the level of poverty will be different from actions taken on a broader basis. An individual may think that donating or giving alms or charity may be a possible solution to the poverty related problems while the government will obviously go with the larger picture and open up more schools and businesses to reduce illiteracy and unemployment which also lead to poverty. Secondly, social problems that affect one side of the world may not be so big a problem on the other side. The problems of developed countries may certainly differ from the undeveloped countries and thus the people living in both countries will argue about the causes and solutions of a social problem, like drug abuse. In developed countries, where government has taken effective actions against drug abuse and smoking, people may think that strong marketing and advertising from the side of drug manufacturers is the cause of the problem. Infact, if the government has been very effective in its remedial actions, people in the country may not consider it as a social problem anymore whereas, people in undeveloped countries may consider it as a very fatal disease to their society and will argue relentlessly about its causes being illiteracy, lack of awareness, lack of restrictions on the part of government and easy availability and access to drugs. Thirdly, disagreements arise due to misunderstandings. Problems like poverty, unemployment and domestic violence are quite home issues and almost every individual has a defined opinion about their causes and solutions but problems like mental disorders and and issues of lone parents are not as common and people often tend to misundertsand the problems related to less common issues. In some societies, mentally challenged people are treated as outcasts and are banished from social gatherings and talks. Same goes for the case of lone parents, especially women. Societies often don't view single parents kindly and consider them as

Investment in a social media strategy Essay Example | Topics and Well Written Essays - 2500 words

Investment in a social media strategy - Essay Example As a result of social media there have been pervasive changes in the way individuals, communities, and organizations. Lately, there have been improvements in the ways in which business organizations make use of social media to get in touch with the public. This is because of developments such as globalization which makes it very hard for business organization to use face-to-face communication for customer service. This paper aims at discussing how a business organization can use social media for customer service. Customer service is a very important aspect of business management. The customer service is in most cases referred to as the process of identifying and fulfilling the needs of their customers. The customer service is considered to be very important because in most cases it is always the only way through which customers can contact a business organization. Given the fact that business organizations have been satisfying the needs of their clients as one of the primary goals, customer service is one of the most reliable ways of determining if they are fulfilling this part of their goal. Customer service can also enable a business to know in which ways they should improve in order to completely satisfy the needs of their customers. Customer service is also a channel through which customers can make inquiries on goods and services produced by a certain business organization (Shaw, Dibeehi & Walden 2010, p. 111). There are various factors that promote the use of social media for customer service. One of such factors is the manner in which the use of social media enables business organizations to deliver better customer service. Researches have proved that twitter is in most cases the first option for customers who want to make pre-purchase inquiries. This proves that many people can be attended to through social media customer service. This is enhanced by the fact that a very big percentage people in the

Tennessee WilliamsCat on a Hot Tin Roof Essay Example | Topics and Well Written Essays - 1000 words

Tennessee WilliamsCat on a Hot Tin Roof - Essay Example The author develops a series of both intrapersonal and interpersonal conflicts, which sustains the story to completion. The plot begins with the Brick trying to recapture his glory days as an athlete. He is in a drunken state and therefore loses his control and fall thus obtaining an injury that leaves him dependent on crutches. This depicts underlying conflicts in the life of the play’s main character. The scene reveals his dissatisfaction with his marriage a major trend that compels him to alcoholism. Meanwhile, Big Daddy, Brick’s father, is being discharged from the hospital and the event coincide with his sixty-fifth birthday thus prompting his extended family to organize him a grand birthday party. The grand birthday become s major issue in the play as every character becomes absorbed in the organization thus concealing the underlying differences among the characters. The author does not develop a tragedy in the story; he appreciates the difference among the character but simply develops conflicts from such. The author strives to maintain a jovial mood in the play with the characters enjoying themselves. At first is Brick having a fun moment on the track trying to relive his high school years then the scenes shift to the organization of the grand birthday party for Big Daddy. The party is a great success and manages to conceal the disease the old man is suffering from. By covering the disease in deceit, the characters seek to maintain the jovial mood of the play, which is unlike in tragedies where characters live sorrowful lives. The conspiracy is revealed and the entire family later learns that Big Daddy is suffering from cancer. The news depresses the family for a while but they eventually heal. In fact, the news compels Brick to reconcile with his father thus solving their differences. By reconciling their differences, the two characters liven the mod of the play

A company Assignment Example | Topics and Well Written Essays - 250 words

A company - Assignment Example A closer analysis of the advert would make you come to the realization that this company is open for any ideas that can make it achieve its objective. Any employee who can offer that has a greater future in the company. 3. To make the advertisement more appealing, I would advise the Field Vine presenter r to opt for a better and more conspicuous logo which tends to catch people’s attention more easily (Tellis, 2004). The general citation of the name as the logo is rather too plain. 4. The general presentation format can be improved by use of coloured and more conspicuous writings in order to appear more attractive. In addition, the arrangement of the adverts would have been done in line with a given pattern to appear more spectacular. 5. Effective advertisement is all about attracting the potential clients’ attention and keeping them glued the moment they give the slightest attention to it (Tellis, 2004). Attraction is best achieved by use of colourful and creative advertisement outline and general appearance. To have the targeted audience stick to the advertisement and possibly make some purchase, an ad needs to be more accurate, informative and elaborative in its description. If this is put into consideration in the above sets of adverts, significant changes are bound to be

My passion for Cooking Essay Example | Topics and Well Written Essays - 250 words

My passion for Cooking - Essay Example Cooking has been my passion since time immemorial; I have seen my mother cooking, and have always wished I was in her place. Cooking to me has come as second nature. I believe I have a unique skill set as far as cooking is concerned, not because I can cook everything, but because whatever I cook is always appreciated and liked by others. I may not be the jack of all trades, but surely I am the master of cooking. I love cooking for myself and for everyone else. So when it’s a friend’s party or a family dinner I am always approached for the right menu and right meals. I consider myself as a master in this field because I believe I know the right mix of ingredients even if they are not explicitly mentioned in the recipe. I have an intuitive power when it comes to cooking, I can figure out my way and determine the right approach to cooking without any rational thinking. Part of the reason behind my success in this field, is my curiosity and urge to find out more about cooki ng all the time. I spend several hours searching for tips on the web and exploring recipes of well-known experts round the globe. My favorite dish as far as cooking is concerned is the Italian Pizza. Many people find it difficult to bake the crust of the pizza and often do not end up getting the right crispiness (MacKenzie). Either the crust turns out to be too fluffy or too thin. However, my crust somehow is always appropriately baked; it is never burnt. Pizza is something I like cooking the most because it is something that I love the most whenever I’m hungry I know the pizza is just a few hours away.

Product Development Theory Comparison Essay Example | Topics and Well Written Essays - 1750 words

Product Development Theory Comparison - Essay Example They are not just branding a product. They are designing a total package. In creating a brand there are several different levels to be considered. First, there is the step by step technical issues that have to be addressed. However, creating a brand is more than just creating the catchy phrase, name or design that signifies to the world that this product belongs to this company. Branding and brand creation encompass a whole host of tangible and intangible elements. In beginning, this discussion brand creation, the first area to cover is the technical aspects of creating a brand. After that, the conceptual ideas will be discussed as well as steps to achieving an all-inclusive branding package. The brand itself is more than just the product itself. There are specific steps that must be taken in the brand creation process. The first step is to arrive at a brand name, word, phrase, symbol or device that will set your product apart from the others. It must be unique and creative. It could be catchy, clever, aesthetically appealing, different, or simple yet unforgettable. Whatever the choice it must be unique and distinctive. Upon arriving at a perspective brand, the next important step is to determine that the name is free from all encumbrances, that is, it is not already in use by someone else. This is easy enough to accomplish via the internet to ascertain if someone has the name you have arrived at already brand named. It is also wise to search internationally, as well. You want your brand to stand out. Selecting one so similar to a host of other names will not achieve this. Having determined that your selected brand name is available you should immediately place a trademark on it to make it exclusively yours. Protecting your brand is an essential part of the creating brand value.

A Breakthrough in DNA Sequencing Essay Example for Free

A Breakthrough in DNA Sequencing Essay The human genome can give a lot of information about a person. The genes can be used to trace a person’s family tree, clone an entire human being, and, more importantly, give information regarding certain diseases he or she may have. In this connection, according to an article published in the Science Daily, researchers from the Human Genome Sequencing Center at the Baylor College of Medicine in Houston and NimbleGen Systems, Inc. ave developed a new technique that combines gene chip technology with the latest gene sequencing machines that enables fast and accurate sequencing of selected parts of the genome. The technique uses microarrays to enhance the volume of specific genomic sequences and subsequently, a DNA sequencing machine determines the exact genetic code of the material. Furthermore, based on the article, the breakthrough is faster, more accurate, and more efficient than the Polymerase Chain Reaction (PCR) method, which was is the technique usually used in DNA sequencing. In one experiment, the new technique was able to analyze 6,400 exons, which are the parts of the genetic code that contains the instructions in making proteins. In short, researchers or scientists can actually use the new technique to select a portion of the DNA that is suspected to cause a disease, remove the unwanted portions, and increase the selected genome’s volume using microarrays by three hundred times or more, giving results that are more accurate at a faster time. Personally, I think that this is a welcome development especially in hastening and improving the treatment of certain diseases such as cancer. Moreover, being a student taking up microbiology, I believe that the new technique could be highly useful in analyzing the genes of certain bacteria that have antibiotic resistance. This breakthrough could also provide crucial information as to how these genes of certain bacteria could mutate which is essential in finding a treatment for the disease these bacteria could cause.

Integrated Marketing communications used by HP

Integrated Marketing communications used by HP This case study analyses the marketing communication theories adapted by Hp as it progressed to being the worlds number one pc manufacturer in 2007. Its emergence as a global company in 1957 opened a window of opportunity. The theories addressed will aid in forming a combination of the key concepts used by Hp for its global campaign to increase customer loyalty and boost sales. A number of practises are seen to have developed along various communications and marketing theories. However, critical analysis of Hps 63- year development will show a lack of adherence to some very useful models by some academic scholars. A viable description of marketing through effective communication was made by Smith (2002), à ¢Ã¢â€š ¬Ã‚ ¦strategy of choice in a competitive environment is proactive, two -way communication, in which organisation plan for and initiate relationships with the people important to their success, emphasising dialogue over monologue and using various techniques to interact with their publics. Background Hewlett Packard, known as HP, is an electronics producer which was founded in 1939 in California by Bill Hewlett and David Packard. Since its birth the company has gained prominence around the world, becoming a major leader in the industry of electronics and technology. Early product designs produced by the company include inventions such as the resistance-capacitance audio oscillator named Model 200A. It is the manufacturing of products such as the Model 200A that have shaped the future for technology and helped pioneer many of todays products. In 1966, HP introduced the worlds first computer. In 1968 the company then unveiled the first desktop scientific calculator and named it the personal computer (PC). It was this event which boosted HP in to mainstream significance during the 1980s and became leading players in the technological industry. This was established in 1995, when HP entered the home computing market. In 2001the company merged with Compaq forming HP Compaq. This merger ensured efforts were made to further establish the brand as a leading company in the IT and computer industry. This was done through aggressive marketing tactics done through the concept of Integrated Marketing Communication (IMC). 1. Critical evaluation of the role of integrated marketing communications in the success of Hewlett-Packard since 2001 Joep cornelissen (2008) definition of corporate communication is as follows: Corporate communication is a management function that offers a frame work for the effective coordination of all internal and external communication with the overall purpose of establishing and maintaining favourable reputation with stake holder groups up on which the organisation is dependent. But using of this approach is not always good as some critics may say despite of 20 years of debate most practitioner still see that integrated marketing communication is emerging discipline (eagle and kitchen 2000) rather than fully formed concept. Like many other concept that have yet to fully develop it is subject to fully varying and some times colourful terminology. Thus 360 branding, total branding , whole egg, seam less communication, new advertising, orchestration, relationship marketing, one to one marketing, integrated marketing and integrated communications (Pickton and Broadrick 2001) have all been used to describe all or part of integrated marketing communications concepts promoting the charge that integrated marketing communication is yet another fad. What most observers agree on is that integrated marketing communication is good idea but very hard to implement in practice Like all companies, HP is a company whose primary aim is to make a profit. However whilst this is a common company goal, there are still necessary guideline which should be followed in order to achieve this. Fill (2006) recommends that à ¢Ã¢â€š ¬Ã‚ ¦the process of developing corporate strategy demands that a series of objectives be set at different levels within an organisation. Grunig et al (1992) states that two-way communication, a form of communication which is also practiced by PR practitioners, is a helpful tool from which a mutual understanding can be developed between stakeholders. One of criticisms of HP was that the company was focused more on the advancement of technological innovation. The corporate image of the company was seen as being obsessed with innovative progression and undermining the value of its customers. Shutz et al (1992) cited in Clarke (1997, pg 93) states that such actions are damaging to a company and that customer based communication must be practiced at all times. You cannot depend on the product alone to build consumer confidence. Its the rapport, the empathy, the dialogue, the relationship, the communication you establish with the customer that makes the difference. These separate you from the pack. For all of HPs innovative output and diverse range of products, its market position was infringed through a lack of market research and poor internal organisation. Smith (2002) refers to the work of Tom Harris, who is a leading advocate of integrating communications. He describes integrated communications as an outside-in process that begins with an understanding of the consumer publics, particularly their wants, interests, needs and lifestyles. Fill et al (2001), however, argues that many practitioners deliberately persuade a target audience to behave in a particular way, while others persuade them. In whatever instance it might be, understanding the customers needs, which may in turn change their behavioural pattern, is not a necessarily bad evil. Hp deliberately changed their communications strategy to affect the buying behaviour in their customer through effective brand campaigns that brought mutual satisfaction to both consumer and HP. Clarke (1997) explained that for consulting firms to effectively handle marketing and communications they must reflect the overall objectives of the organisation. Todays market calls for a strategically integrated approach to marketing communications. Hp would have to reorganise its marketing communication s division in to one that is coherent to attract customers. Oliver (2001) defined this as the system Theory - which she said evaluates the relationship and structure as they relate to the whole. Market research builds the right perception and recognise the needs and behaviour of current and future customers; evident in the theory of cognition. The history of HP showed there was lack of strategic planning and changes on marketing and communication structures were needed. During 1960s, consumers probably did not know any better or did not have a chance to choose; and this could force them to adhere to HP products. However, now a days Kotler et al (2008) affirms consumers receive thousands of information per day. In this context, in 2002, HP realized that the company needed to invest in its corporate image. So, the company launched brand advertisement campaigns. In 2006, they create the Computer is personal again, which had focus on personal relationship that public have with its computers. By analysing the competitors, this campaign was based to convince customer that the best way to buy a PC was in a retail shop, where they could touch it. This was an opportunity to differentiate from its main competitor Dell, which has a strong internet sales record. Fill (2009) believes that the marketing segmentation is necessary to meet the consumer need and to have a functional and competitive-level strategy. The Computer is personal again campaign was structured to appeal to young generation, which the company believed to be customers with similar needs and responses. HP targeted the youth market and position itself as a customer loyal corporation. In this scenario, the marketing communication strategies combined channels online and offline and integrated all marketing efforts such as PR, sales, advertisement. Shimp (2000) states that mixing marketing communication elements is decisive to achieve the target public and a specific objective. Also. HP emphasized advertisement and sales promotion in order to maximize the sales, creating a Synergistic effect. Undoubtedly, every channel used by this campaign had a consistent message, which complemented each other. Cornelissen (2008) says the company should communicate on ongoing basis and themed m essages reinforce perceptions of how an organization wants to be seen. Marketing Integration Holm (2006) states that Smith (1999) developed a tool, from which there are seven levels through where marketing integration can occur. Holm says these seven levels are: Vertical objectives integration It means that communication objectives fit with marketing objectives and the overall corporate objectives. Horizontal/functional integration Marketing communications activities fit well with other business functions of manufacturing, operations and human resource management. Marketing mix integration The marketing mix of product, price and place decisions is consistent with the promotion decisions, e.g. with the required communication messages. Communications mix integration. All the 12 communications tools are being used to guide the customer/consumer/client through each stage of the buying process and all of them portray a consistent message. Creative design integration The creative design and execution is uniform and consistent with the chosen positioning of the product. Internal/external integration All internal departments and all external employed agencies are working together to an agreed plan and strategy. Financial integration The budget is being used in the most effective and efficient way ensuring that economies of scale are achieved and that long-term investment is optimized. Let us examine personal again campaign at each of these seven levels: Vertical Objective Integration: level of coordination between communication objective, corporate objective and marketing objective. . Corporate objective: Customer loyalty, profit, growth, market leadership, commitment to employees, leadership capabilities and global citizenship. (Source: www.hp.com) Marketing objective: To increase market share, compete with Dell, target young generation Communication objective: Focus on personal relationships to PC and show consumers the different tasks made possible by HP technology Synergy can be seen among these objectives. All advertisements were base on same theme where celebrities from different field were talking about how HP PC and technology is part of their life. Faces were not shown in any of the commercials and focus was on different tasks that HP makes easy. It reinforces customer loyalty which is corporate objective of HP. Advertisements in this campaign were appealing to young generation and through social media viral effect HP reached new customers which were otherwise non-respondent to traditional media, thus increasing market share. Horizontal/functional Integration: fit of MarCom and business functions like operations and HRM HP had strength in selling through retail stores in consumer segments rather than selling online which was Dells core competence. New campaign communicated that PC is a commodity which is close anyones personal life, its a part of life rather. It pushed customers to visit the nearest retail store to touch, feel and learn how HP technology can be useful to them. Marketing mix integration: How well the promotion (with communication message) goes with the other 3 Ps of marketing mix Although the general theme of the campaign was universal throughout the 100 countries where HP was doing business, some variation can be seen according to place and price. For example in India personal again campaign was supported by Business is Personal Again campaign that targeted SMEs. Although the basic theme remained unchanged, local celebrities and eminent personalities were used for promotion in particular places. Communications mix integration: Different communication tools portray a consistent message Every channel used to communicate message delivered consistent message. TV commercials, internet promotion, PR program, newspaper, billboards, reality shows etc. whichever medium was used for MarCom in personal Again campaign was complement to each other and had same tone/message. Creative design integration: creative design is in accordance with the positioning of the product With this new campaign HP wanted to acquire a trendier brand image. They wanted to target youth market and position itself as a consumer loyal company. Personal again campaign was very much on the line. It relied heavily on animations. Hand gestures were used to convey connectivity, assurance, and emotional connect. Celebrities shown in the commercial were those, who are followed by young generation. Events which were of special interest of youth, like Super Bowl and reality show meet or Delete were focused for marketing communication. Internal/external integration: Internal departments and external agencies work in synergy according to an agreed plan Personal Again campaign was designed by GSP, which is HPs advertising agency since 1996. All previous campaigns were also handled by same agency. Although not much evidences about the extent of coordination of HP and GSP are provided in the case but because of this long period of relationship; mutual trust and understanding between both can be expected. Financial integration: efficient utilization of budget ensuring long-term investment optimization Not sufficient information is provided in the case about budget allocation of Personal Again campaign Also, HP used celebrities in its advertisement in order to emotional connect the public. Fill (2009) citing Patzer suggests that the physical attractiveness of the communicator, particularly if it is the source, contributes significantly to the effectiveness of persuasive communications (Patzer in Fill, 2009, p.43) Celebrities from different field expressed how PC makes their lives easy. The identification of young people with celebrities encouraged the sales and reinforced customer loyalty. The brand value of HP increased 9% after the campaign. The celebrities enables the message to stand out among the clutter and noise that typify many markets (Fill, 2009, p.509). This concept was used by HP to persuade the sales and making the product more attractive to the target public through association with MTV channel. However, Fill (2009) adverts there are two main concerns about the use of celebrities on campaigns. The first one is if the celebrity fit in the image of the brand and if they will be acceptable by the target audience. The other is that the public may remember the celebrity, but not the brand. The use of celebrities and the creation of a realty show Meet or delete on the campaign Computer is personal again influenced the consumer behaviours as it motivate them to buy. Dibb et al (2001) say there are several factors that can persuade a purchase such as personal, psychological and social influence and describe motive as energy giving a persons activities towards satisfying a need or where achieving a goal (Dibb et al, 2001, p.133). Shimp (2000) affirms that advertising may influence consumer to buy items they may not need. The consumer buying decision process has 5 stages: problem recognition, information search, evaluation of alternatives, purchase and post-purchase evaluation, according to Dibb et al (2001). HP created awareness to young people by offering a PC not as commodity, but as extension of person life. The buzz generated by launching first videos on the internet and after in TV made consumer looking for more Knowledge about the product. However, the main goal of t his campaign was to interact with consumers, which could be helpful in the post-purchase evaluation phase as customers could trust that HP would be there if they need anything. Instead of creating a campaign to compete directly against Dell, HP could have done a public relation strategic planning. Smith (2002) citing Al Riel and Laure Riel explains that The purpose of advertising is not to build a brand, but to defend a brand once the brand has been built by other means, primarily public relation [à ¢Ã¢â€š ¬Ã‚ ¦] (Al Riel and Laure Riel in Smith, 2002, p.9). A PR plan could identify and evaluate the organization viability and reputation, where a mutual beneficial relationship between company and consumer could be build, according to Smith (2002). The lack of market research and planning were the main problem of HP. By realizing a SWAT analysis, the company could have set clear objectives and develop a marketing and communication targets that would be the foundation for a nine steps strategic public relation plan. This plan would be beneficial to HP as company goal would be based on research and evaluation. Also, it would allow the HP to monitor the competi tor as a point of reference. HP used or could potentially use the following marketing tools to aid their Personal Again campaign. Category Communication Tool Media Broadcast: Television (Meet or Delete) Print: Newspaper, Magazines Internet: Social Networking Sites, Blogs, Interactive websites, Viral Video, Direct Response and Interactive Online ads featuring celebrities Adverts on websites such as: Yahoo, MTV, MySpace, MSN, Weather Channel, CIO, Forbes, Entrepreneur, InfoWorld, CNet. HPs own interactive websites: www.meetordelete.com and www.fingerskilz.tv Social networking and blog sites Outdoor Billboard Sponsorship Celebrity endorsement 2. Discuss the importance of branding, branding strategy and brand positioning to Hewlett-Packard in developing competitive advantage Brand can be defined as identifiable product, service [..] augmented in such a way that the buyer or user perceives relevant, unique added values which match their needs (Chernatony and McDonald, 2005, p.25). Xie and Boggs (2006) believes that a brand is a result from product differentiation and strategy of market segmentation. Organizations are changing their communication strategy to keep the consumers attention on the corporation and not anymore on the products. Until 2002, HP had not developed a unified image as the company used to invest less than 10% of its advertisement budget on brand ads. HP has focus to being innovative and to diversify its products line, but lack in market research and in position itself to get a competitive advantage from the competitors. Having focus on the corporate branding means the organization behaviour will have more exposure and be more visible and transparent in its activities. When corporate branding works, it is because it expresses the values of desire that attract key stakeholders to the organisation and encourage them to feel a sense of belonging to it (Hatch and Schultz, 2001, p. 1046). So, in 2003, this company introduce Operation one Voice in order to have a consistent message and an identified image for the external and internal public. Chernatony and McDonald (2005) believe that a successful brand has as objective to build a positive relationship with costumer, where feelings of commitment and belonging are presented. For a long time, HP has negligence the importance of connect with consumer. Just in 2006, to differentiate from competitors, HP redefined the PC as personal and not anymore as commodity. From decades, HP has an advantage from competitor for investing in technologic research. However, in the beginning of 90s, the consumers had more options and the competitors such as a Dell revelled themselves with a strong presence in the market. A positive point is that HP has a monolithic identity structure to reinforce the corporate brand, where all the products carry the corporate name. That strategy is a fundamental tool to build a strong reputation. The advantage of using a corporate branding is to apply the vision and culture as part of sales promotion and also to add a unique organisational value. Cornelissen (2008) believes that structure core emphasises the alignment between vision, culture and image. Also, he suggests using the toolkit developed by Hatch and Schultz to analyse the alignment or gap between vision, culture and image, by questioning the interface between those tree elements. Hatch, M, and Schultz, M. (2001) Bringing the corporation into corporate branding, European Journal of Marketing, vol. 37, no. 7/8, pp. 1041-1064. HP vision aims to be leader in its segment, to invent technologies and services that add value to business and also to create social benefit to consumers lives. Its identity seeks to be an innovative company, which produces range of quality products. In this context, there is not an alignment between vision and culture, because HP had not differentiated its strategies from competitors, imitating Dell direct sale tactics. Also, it seems to have a gap between culture and image as consumer have not perceived HP as an organization worried about their needs, but more concerned about develop new technologies .However, vision and image seem to be alignment as the company has a clear idea who is its main stakeholders and it understands the importance to communicate with them on ongoing basis. HP also is involved in corporate social responsibility projects and those help to communicate and reinforce its vision to its stakeholders. For a long period, HP prioritized its objectives, instead of the customers needs. Its products were advertised separately and interestingly did not use a lower price tatic as competitive advantage. According to Sengupta (2007), the position of a brand is determinate by the target consumers. Position then represents the essence of the brand as perceived the target consumer in a multi brand market'(Sengupta, 2007, p. 17). So, HP strategically reinvented the computer, giving a personal touch. In this context, the organization added 9% value to brand in 2007. Sengupta (2007) adverts that the company need to know who they are first and then create awareness in order to position the brand. By interacting with costumers through blogs and website, HP is changing the way how the public perceived its brand. The importance of position correctly a brand can be recognized in Sengupta citation: Position creates uniqueness, credibility, sustainable and valued place in consumers mind for brand (Sengupta, 2007, p. 17). Chernatony and McDonald (2005) affirms that a successful brand is a result of how much value the customers add to a product or a service. HP repositioned the brand, by differentiating the concept of PC. Xie and Boggs (2006) affirm that products and services are quickly imitated and homogenized, maintaining credible product differentiation is increasingly difficult, requiring the positioning of the whole corporation rather than simply its products (Xie and Boggs, 2006, p.349). HP has been investing in technologic research since 1960. In the beginning, the company had focus in hospital equipments and it seems HP looked just to niches, instead of looking the entire market for a long term strategy. However, its brand has extending to computers, printers and digital cameras. Because HP was recognized as an innovative company, this image was transferred to the news products lines. Consumers recognize the name and make associations that enable them to lower the perceived risk and in doing so provide a platform to try a new product (Fill, 2009, p 508). HP expertises in computers were extended to printers and digital cameras. Chernatony and McDonald (2005) states that one factor of success on brand extension is to build and sustain a favourable reputation for a parent brand. Reputation also is an important aspect on consumers loyalty. After decades, HP understood the importance to look what the brand means to the customers. By knowing the core associations that co nsumers perceived the brand, it is more likely to be successful in an expansion. HP targeted young consumers as this public and the company share values such as interest for technologies and innovation. That helps to create a connection. In 2006, a blog, which was part of HP association with FIFA World Cup website, attracted more than 180 thousands visitors. 3. Major challenges ahead for Hewlett-Packard Recommendations HP had certainly done good job on the front of integrated marketing communication by launching the new campaigns and other supporting campaigns. But while doing that there were some areas which were not addressed HPs ability to recognise the need to change its marketing and communication strategy purposefully led to its growth by 2007. Smith R.D. (2002) described campaigns as systematic sets of public relations activities, each with a specific and finite purpose, sustained over a length of time and dealing with objectives associated with a particular issue. Management was able to change the structure, process and relationship within the company to establish lasting partnership with its customers. The advertisements were able to persuade customers in to buying by evoking an inherent desire to be part that a celebrity group. However, to be able to sustain this flow, Hp will have to develop long term strategic marketing communications plans through continual market research and development. Extensive use of celebrity endorsement by having a long term association with celebrities there is a risk that any indecent behaviour of celebrity may affect the companys image. Company was over focused on advertising and under used other elements of communication mix like personal selling, sales promotion, PR. As the company grows in size and market share with huge number of customers, company also needs to address the retaining of existing customers. As small and medium business sector is emerged very attractive segment company should try to acquire number of customers in this segment as in the last campaign some critics said that the campaign was more focused on consumer sector rather than SME and corporate. In the current era of globalisation the economies are interlinked and interdependent on each other. There are new challenges arsing from this kind of phenomenon. To overcome from this kind of situation Doole and Lowe (2001) describe the companies are adopting a long term strategies, where marketing programmes and process are standardised and at the same time it has been adapt to local needs. It is important to understand the differences and similarities between local markets. Due this globalisation where new markets are opening like India, China, Brazil the company must adopt the strategy according to the culture of these countries Fill (2009) states from marketing communication perspectives, the prevailing culture in a region must be respected, otherwise it is likely that a brand and or organization will be rejected (Fill, 2009, p. 842). Kotler (2002) Multi-brand strategy: Multi-brand strategy enables a company to lock up more distributor shelf space and to protect its major brand by setting up flanker brands RECOMMENDATIONS Use the multiband strategy in future to acquire the more shelf space and beat the competition. Use personal selling as tool to improve sales. Use combination of push and pull strategy. More emphasis on sales promotions in store Use of PR to retain existing customer and maintain good relationship with stakeholders. Become more interactive with consumers through new media (develop message board and forums) Focus on corporate advertising as well as consumer advertising Continuous development of innovative new products Integrate at Different Levels of management. Put integration on the agenda for various types of management meetings whether annual reviews or creative sessions. Horizontally ensure that all managers, not just marketing managers understand the importance of a consistent message whether on delivery trucks or product quality. Also ensure that Advertising, PR, Sales Promotions staff are integrating their messages. To do this you must have carefully planned internal communications, that is, good internal marketing. Think Customers First. Wrap communications around the customers buying process. Identify the stages they go through before, during and after a purchase. Select communication tools which are right for each stage. Develop a sequence of communications activities which help the customer to move easily through each stage. Build Relationships and Brand Values. All communications should help to develop stronger and stronger relationships with customers. Ask how each communication tool helps to do this. Remember: customer retention is as important as customer acquisition. Develop a Good Marketing Information System which defines who needs what information when. A customer database for example, can help the telesales, direct marketing and sales force. IMC can help to define, collect and share vital information.

The Rise of Playboi Carti

The Rise of Playboi Carti The music industry is at a constant change, with new artist coming and going everyday. Yet there are so many artist out there, you can only take the time to actually know of so many. Everyone has their own opinion of what a superstar is and what defines them as one. I believe Jordan Carter also known as Playboi Carti is a superstar that has yet had his big break. I have done tons of research about Mr. Carter that supports he is on the rise and should be a  superstar. For Jordan it all started at Ethereals bachelor pad in Atlanta, where he recorded some songs. Ethereal noticed right away that Jordan was different than just any rapper new to the game, and thats why he loved to work with him. At the time Jordan Carter was still in high school. He almost didnt graduate because he was skipping school all the time to go to the studio and record. Mostly everyone in his high school was enjoying his music, especially the girls. Playboi Carti and Ethereal went on to make many hits like   Lost and Broke Boi. After high school he moved from Atlanta to New York to focus more on his music and success. In March of 2015 Playboi Carti first met Asap Rocky at SXSW in Austin, Texas. Since then he has gone on tour twice, and is now signed to Asap Mob, and Awful Records. Surprisingly there is no mixtape in his career, he is working on an album now, but his success kicked off   from his few singles. I Actually went to one of his concerts in Houston this past November with my girlfriend for his Turnt and Burnt Tour with Asap Ferg and Rob Stone. He had so many fans come out to see him, with so much positive energy in the building, it was probably one of the best nights of my life. He definitely put on a performance I will never forget, and I hope to be able to watch him again live in person one day. Playboi Carti has gained most of his fans through his music, but he has also gained a huge chunk of fans from his clothing style. Some of his favorite brands are Maison Martin Margiela, Rick Owens, and Supreme. For only being 20 he has modeled with multiple brands such as   Drakes OVO   Summer 2016 Lookbook, VLONE, Off-White, and the most recent Kanye West Yeezy Season. He is surely moving up and the best has yet to come. Not only has he modeled with many brands,   he has also collaborated with many artist such as Asap Mob, Frank Ocean, Skpeta, Lil Yatchy, and Lil Uzi Vert who he went on tour with. Playboi Cartis first music video along with his first top hit was WHAT with UnoTheActivist and Asap Rocky. Not including all of his features with other artist, his 18 songs on his Soundcloud all have over 1 million plays, some call him the god of Soundcloud. Growing up he listened to R Kelly, Lil John, Gucci, Young Jeezy, Prince, and Michael Jackson. Asap Mob is a big influence on Carti, he has always wanted to be surrounded by the group, he tries to learn from them. As of today he looks up to Bari, Nast,Michael Jackson, Asap Rocky, and Kurt Cobain. Every morning he gets in the mindset of Do I wanna show out or do I wanna be fly?. The thing about Playboi Carti is he is not afraid to test his limits with his music making ability. He is always listening and thinking about music, he describes his style as grind music, turn up, and flex music. All Playboi Carti wants to do is make people feel motivated by his music and inspire them to be like him. I have been a fan of his for almost two years now and he has yet to disappoint me. I will always look forward to his new music and seeing his face model high fashion brands. He is a superstar to me and I strongly believe Jordan Carter, aka Playboi Carti has everything if not more, to be a superstar to everyone. He started back in 2014 and already made a good name for himself. Playboi Carti is on the rise and will be a legend one day. Work Cited C.M, Emmanuel. Playboi Carti Prepares to Show You the Way With New Mixtape. xxlmag.com. XXL Magazine, 12 Jan. 2017. Web. 7 Feb. 2017. Nirui, Ava. Playboi Carti is Leading a New Generation Of Turn Up Rappers. Oystermag.com. Oyster Magazine, 19 Jul. 2016. Web. 7 Feb. 2017 Russell, Alex. Playboi Carti is Raps Young and Restless Prince.  Ãƒâ€šÃ‚  Ãƒâ€šÃ‚  Ãƒâ€šÃ‚   Complex.com. Complex Music, 16 Sep. 2015. Web. 7 Feb. 2017.

Free College Essays - Identity in Their Eyes Were Watching God :: Their Eyes Were Watching God Essays

Identity in Their Eyes Were Watching God    In life everyone tries to find his true identity. For some it comes naturally.   For others, it might take years to find, or it might never be found at all. In the novel Their Eyes Were Watching God, Zora Neale Hurston reveals a woman’s identity through her struggles in life, her treatment by society, and her thoughts on life. Janie is a young African American girl who grew up in a white life style. She believed she was related to the white man until she was around six. This impact changed Janie’s view on life. While she thought she was able to do things, the color of her skin held her back. This made her try harder to accomplish her goals. When her grandmother insisted that she marry Logan, she did not want to.   Even so, Janie married him to fulfill her grandmother’s dreams. Even though Janie did not love him, she struggled until she could not stand it, and finally ran away with Joe. â€Å"It had always been his wish and desire to be a big voice and he had to live nearly thirty years to find a chance.† (28) ***HOW DOES THIS QUOTE RELATE?*** While Janie was with Joe in Eaton Vile, she had a higher status then the rest of the town’s people. Janie tried to interact with them, but Joe would not let her. He thought of Janie as being better than all of them. This led to the way she was treated in society. All of the women in the town thought Janie had everything, but Janie did not. She wanted to be accepted as part of them. When Joe died, people in the town expected Janie to be mournful, so she put on an act for them. â€Å"She sent her face to Joe’s funeral, and herself went rollicking with the springtime across the world.† (88) After Joe’s death Janie continued to run the store. While working, she met Tea Cake, who showed her how to play checkers. â€Å"Somebody wanted her to play. Somebody thought it natural for her to play.† (96) This illustrates how he treated her as equal. Compared to the other two husbands in Janie’s life, Tea Cake was very progressive and open minded. Tea Cake taught her so much that she started to feel more independent. After Tea Cake’s death, Janie grieved on the inside so much that she did not care what people thought of her.