Analysis Of Crooks in Of Mice and Men Essay Example for Free

Analysis Of Crooks in Of Mice and Men Essay Answer: Crooks is so mean to Lennie because although he and Lennie are quite similar (they are both categorised as the ‘weak ones’) Lennie has the better life, simply because he is white. Lennie is allowed in the dorm room and allowed to play cards should he choose to (if he even knew how to) whereas Crooks cannot. Throughout the conversation, we see Crooks’ character come out of his shell, and be nice to people whom he normally wouldn’t conversate with except Slim and the boss. Obviously, because he’s black and because of segregation, he is mean to those who disregard him because of his colour, but maybe there is another reason he is mean to Lennie, such as he is jealous of his lifestyle or he wishes he were white. Also, he is pretty low on the societal totem pole and Lennie is an easy target for him. Crooks’ first reaction when Lennie visits him is that he wants to prove a point: if he as a black man can’t enter white men’s houses, then whites aren’t allowed in his room. He wants Lennie to know that he has to have some sorts of rights. But Lennie’s inviting smile and Crooks’ desire for company means that Lennie can enter, and thus starts the convo where we learn all about Crooks. Like Curley’s wife, Crooks is a powerless character, and it seems that he seeks vulnerable characters to make himself feel good – He starts â€Å"suggesting† that maybe George will never come back and only stops the cruel game when Lennie threatens him with physical violence. He shows us that his loneliness means he often has no-one to talk to and his character would like sympathy. He is also interested once Candy and Lennie start conversating and forgets all about his mean self. He has seen men of all sorts come on and off the ranch and no-one has actually fulfilled the American Dream which he is doubtful of because it seems this â€Å"Dream† does not apply to him due to the colour of his skin. This is why he scrutinizes others. Question 2) Are there any similarities between Lennie and Crooks? Answer: Lennie and Crooks are both marginalised from society – Lennie’s lack of mental abilities keep him isolated and Crooks’ skin colour keep him isolated. For this, they are classed as ‘the weak ones’. When Lennie comes by, Crooks is immediately unfriendly. â€Å"You go one get outta my room. I ain’t wanted in the bunk house; you ain’t wanted in my room. † However, both men long for company, and so begin talking. Their similarities wipe out any awkward silences and end their isolation. Crooks understands that Lennie has the better life and uses this against him to compare himself. â€Å"I tell ya, I tell ya a guy gets lonely an’ he gets sick. † Both men can be seen as lonely, not only are they marginalised, and even though Lennie has George, his mental challenges keep him alone because no-one can completely understand him which emphasises his differences and Crooks’ colour leaves him excluded from the dorms. Question 3) What does this conversation tell us about the relationship of Crooks with other men? Answer: Crooks’ relationships are built around the fact that he is a victim of racism and is outcasted from companionship. We know from the start that Crooks takes a liking to Skinner and the boss, and since we don’t get to know him until Chapter 4, this outlines his lack of status, credibility and power. We as readers are able to emphasise with Crooks because we are shown how black people were treated in the time of the Great Depression. We see how Crooks is able to open up to Lennie and he confesses all his feelings and thoughts because he sees him as a figure of trust as he is unable to remember what he is told. His relationship with Slim is tight because we admire Slim as a good, supporting member of society.

Slogans Used By Indian Brands

Slogans Used By Indian Brands on their role in advertising effectiveness, Slogans with power-packed words conveying what the brand stands for are handy tools, for all companies big and small. One is yet to see a brand which expresses itself without words. Integral to brand building unequivocally are slogans. Slogans and non verbal messages reinforce each other in communication effort. A unique and winning slogan should be a product of aggressive brain churning done by more than one individual over a considerable length of time rather than just a few hours. Slogans framing calls for pooling of talents, clarifying of vision, visualizing of the graph line of products growth and evolving of a communication strategy. The exercise involves efforts of many creative people cutting across all echelons of organizational hierarchy, but primarily with a lead role assumed by top brass. Efforts and seriousness shown in slogan making foretells the future success of the brand, since it covers a wide range of decisions including strategic as well as tactical ones, if at all right decisions are anything to do with brands success. This paper explores whether the use of slogans for Indian brands can play vital role in advertising effectiveness, and tells what message to be conveyed by the use of slogans and by what features the slogans should be made to make them effective . Key words: Advertising Slogans Nomenclature Criteria Effectiveness Slogans used by Indian brands: A brief analytical study on their role in advertising effectiveness CONTENTS: ADVERTISING MESSAGE NOMENCLATURE OF SLOGANS CRITERIA FOR A WINNING SLOGAN DISCUSSION CONCLUSION REFERENCES ADVERTISING The word advertising is derived from the Latin word, advertero which can be broken into ad and verto means towards and I turn respectively. Literally it means to a specific thing. The definitions committee of the American Marketing Association (AMA) defined (1960), advertising as any paid form of non-personal presentation of idea, goods or service by an identified sponsor. Advertising is purposeful communications designed with a view to specific objectives. Advertising attempts to persuade prospective buyers to buy a product/service. Stanton observes that advertising consists of all the activities involved the presenting to a group a non-personal, oral or visual, openly sponsored message regarding a product, service or idea. The message called an advertisement is disseminated through one or more media and is paid for by the identified sponsor. Hausen says that advertising includes those activities by which visual or oral messages are addressed to the people for the purpose of informing them and influencing them either to buy merchandise or service or to act or be inclined favorably towards idea, institutions or persona featured. In contrast with publicity and other forms of propaganda, advertising messages are identified with advertiser either by signature or by oral statement. In further contrast to publicity, advertising is a commercial transaction involving payment to publishers or broad casters and others whose media are employed. Shapiro defines advertising as a non-personal paid message of commercial significance about a product, service or company made to a market by an identified sponsor. Advertising according to Kotler is any paid form of non personal presentation and promotion of ideas, goods or services by an identified sponsor. Thus in developing an advertising program one must always start by identifying the market needs and buyer motives and must make five major decisions commonly referred as 5 ms (Mission, Money, Message, Media and Measurement) of advertising shown in below figure 1: Message Generation Evaluation Selection Execution Social Responsibility Mission Sales goals Advertising Objectives Money (Budget) Factors determining budget are Stages in PLC Mkt share consumer Base Competition Ad frequency Product substitution ability Media Reach, frequency impact Major media types Specific media vehicles Geographical medium allocations Social Responsibility Measurement Communications impact Sales impact Fig. 1 : The five Ms of Advertising MESSAGE Message is a product of creativity. Creativity is the ability to produce original ideas. Creativity influences advertising much before visualization and copy writing. Planning of the ad, takes a great deal of creativity. Message should consist of the following elements shown in the following figure 2. Message Non-verbal Elements Music Color Trade mark / Brand mark Picture Unusual sound etc. Verbal elements Headlines Sub heads Body text Slogans Right proportion of each results in Creative mix Fig 2. Elements of Message-Creative-mix The verbal elements and nonverbal elements in the right proportion (given the product, target market, and other things) results in the creative mix which create more attention value for the advertiser. A brief description the elements of message are presented as follows: Music Music has high attention value and is capable of arousing emotions. Mostly, life-style advertising adopts this format. It is popularly used for personal care products, soft drinks and so on. This format makes audience remember the brands and the company. Recall of ad by consumers even amidst busy life actively, is possible owing to music insertion. Color Colors are often used to attract the attention and also to introduce memory value. Color possesses three qualities or attributes namely (a) the symbolic hallmark of Quality (hue) (b) the degree of lightness or darkness of a color (value) (c) intensity or purity of hue or the strength of a color (chroma). Trademarks / Brand Marks / pictures These also checked with the intention of relating the ad to the company or product and hence more memorability is possible. Unusual sounds These play an important role in the creation of more attention value and memorability for example, Lijjat papad ad carries at the end of the ad unusual sounds being produced by the pet animals. Headlines sub heads Usually headline appears at the top of the body-copy but is not always. In some cases, headlines appear at the bottom or middle space of the ad. Generally, it is set in bolder and larger type and its short and drags the reader to the body text. When body text is lengthy, the message is divided into paragraphs and each is given a subhead to highlight the theme of the paragraph. Body Copy It forms the main part of the ad apart from visual elements, headlines and captions. The size of the body text differs from ad to ad and some ads may contain a shorter body text and for some other, it will be larger. For technical products, generally the body text is lengthier. Slogans A distinctive catchy phrase that serves as a motto for a campaign brand, or company. It is used across a variety of marketing communication messages and over an extended period of time. Slogans are a short phrase used in part to help establish an image, identity or position for a brand or an organization, but mostly used to increase memorability. (Gurnn, Allen, Semenik, Thomson south-western, Vikas publishing house, ND, 2003). In other words, slogan is a set of short, simple, clear catchy and colorful words used to attract and hold the attention of the customer. The slogans should be short, direct, sweet, easily pronounceable, easily remembered, time proof and yet pleasing to ears. It is a concise but an effective way of telling an idea. Slogans also facilitate the conduct of tests of marketing research. The purpose of which is also called a strap line, in an advertisement is to leave the key brand message in the mind of the target (Foster Timothy R V, Ad slogans unlimited). NOMENCLATURE OF SLOGANS Slogan nomenclature varies from place to place. In many parts of the world and also generically, they are called slogans. In the USA, they are tags and taglines. In the UK, they are end lines, endlines or strap lines. In Germany they are called claims where as in France signatures. In the Netherlands, slogans are called payoffs. By and large, slogans are treated as trademarks. CRITERIA FOR A PERFECT SLOGAN Charless L Whittier in his book Creating Advertising says slogan should be a statement of such merit about a product or service that it is worthy of continuous repetition in advertising, is worth while for the public to remember, and is phrased in such a way that the public is likely to remember it. Foster Timothy has proposed the principles of framed dos and donts a perfect slogan as follows: A Slogan should be memorable When a person is able to recall the line without any aid, the slogan is said to be memorable. The more the repetition of the slogan the more is its memorability. It also depends on the brand heritage and the big ideas conveyed successfully through advertisements. Further interest-provocative and contextual illustrations or story, alliteration, specially coined words, puns, antithesis and rhymes are good ways of making slogans memorable. Tongue- friendly phrases and happy brand experiences make the slogan memorable. Brand equity is a function of memorability. Memorability improves the shelf life of a slogan. A few cases of rhyme-filled and memorable slogans are hereunder: Examples Alliteration: Syndicate Bank: Reliable, responsible (CFA, Jan 2003) ICICI Bank: Safer, simpler, smarter (Eenadu, 13-2-2003) Rhymes: Andhra Bank: First in Service Best in banking (CFA Jan 2003) Canara Bank: Serving to grow Growing to serve (FE Feb 2003) Puns : ACC cement : Double action, longer life (DC, 14-02-03) Amway : Better ideas, better life (TOI 16-02-2003) A slogan should aid in the recall of the brand name By reading the slogan, one should be able to remember the brand name of the product/ company. Ideally the brand name should be included in the slogan. The best way for bringing the brand name into spotlight is to frame the slogan with a rhyme in it. For example: Brand name : Maruthi zen: just add zen to your life (BT 02-02-03) Yamaha Enticer two wheeler: Blue blooded yamaha (TOI 4-2-03) National school of banking: At NSB we teach success (TH 10-2-03) Rhyme: ESPN channel: Think better, win bigger (TH 8/2/03) Thomos cook (Tourism) : Best holidays, honest prices (TOI 3/2/03) Vellore institute of Technology: A place to learn, a chance of grow (TH 5/2/03) Amarraja Batteries: lasts long, really long (India Today Jan 20/03) A slogan should contain a key benefit Many advertisers include key benefit in the slogan to convey about the benefit to the consumer in a concise way. For example. Key benefit Product/company Slogan Source Safety for the investment Mutual fund (First India MF) Where safety comes first Brand Equity quiz book Jan 2003 Prosperity Can Bank MF Together for long term prosperity Fortune India Jan 31-03 Better training Amity B-Schools We nurture talent TOI 3/2/03 Quality of life GE country wide consumer financial services (personal loans) We bring good things to life. DC 10/02/03 Mileage TVS Suzuki victor More smiles per hour TOI 11/2/03 New things National Geographic TV channel Before we make programme, we make history National Geographic Channel A slogan should differentiate the brand A slogan should depict a characteristic about the brand that sets it apart from its competitors. For example. SOTC world Famous tours: the smartest way to see the world (TH 3/2/03) HSBC Bank : The worlds local Bank (Readers Digest Jan 03) Western Union : the fattest way to receive money world wide (TH 3/2/03) Kurlon mattresses : Pure sleep nothing else (Readers digest Jan 03) Voltas AC : Acs with IQ (TOI 14/2/03) The Indian express newspaper : Journalism of courage, (Network magazine Jan 03) Sansui TVS : Better than the best (DC 3/2/03) SERVO (lubricants) : World class engine oils (CFA Jan 03) JK Tyres : total control (BT 2/2/03) A slogan should invoke positive feelings about the brand A slogan should invoke positive feelings about the brand by conveying the benefit/comforts or the uses of the product/service in a compact form. For example. Yashoda hospital (Super specialty) We hope you will never need us, TH 8/2/03 Apollo Hospital Touching lives DC 5/2/03 Oyzterbay (Jewellery) Jewellery for the living TOI 10/2/03 Air Sahara Emotionally yours TH 11/02/03 Cathay pacific (Air liner) Now youre really flying Bran Equity Quiz book July 03 State Bank of India With you all the way, Readers digest Jan 03 HDFC (Home loans) With you right through, TOI 3/2/03 JK Papers Creating lasting impressions, BT 2/2/03 South Eastern Railways Striving for excellence , DC 16/02/03 Birla Ready mix concrete for construction concrete on call, TH 13/02/03 Global hospitals Medical Excellence through team work. TH 16-02-03 Salora (TVS) The perfect match, TH 16/2/03 LIC (Jeevan Suraksha) Self reliance for life, TOI 14/02/03 Zurich India Building a worry free world, TOI 6/2/03 A slogan that is reflect the brands personality Personality implies habitual patterns and qualities of behavior of any individual as expressed by physical and mental activities and attitudes, as well as distinctive individual qualities of a person consider collectively. For example: Idea Cellular Idea prepaid card: An idea can change your life DC 6/2/03 Network associates (network security ) :your network our business, Data quest Jan 31-03 LG Electronics : Expand your life DC 4/2/03 ICICI Prudential (Life Insurance) :We cover you, At every step in life TOI 4/2/03 New City Hospitals Secbad :Treating you with care Indian Express 4/2/03 SBI (Life Insurance): with us, youre sure TOI 5/2/03 HDFC Bank (Credit Cards) : we understand your world TH 14/2/03 Khazana furniture: your status, your taste your class, Our solution, TH 15/2/03 Franklin India Blue chip Fund (MF) : Performing consistently for you TH 17/2/03 Financial Express: What people in the chair gave on their table FE 1/2/03 Eureka Forbes (Aqua guard water purifier) : your friend for life, Brand Equity quiz book Jan 03 IFFCO -TOKIO General insurance: the life you deserve BT 2/2/03 Birla sun life insurance : Your dreams our commitment. BT Jan 20/Feb 2 2003 A Slogan should be strategic Some companies convey their business strategy may effectively through the use of slogans, such as BSNL (telecom) : Connecting India, TH, 8/2/03 Vignan Schools : Global standards, India values TOI 8/2/03 Hindalco (Aluminum) : World Class Quality TOI 9/2/03 Siemens (Telecom) : Global network of innovations DC 17/2/03 Patni computers : World wide partnerships World wide solutions ,TOI 5/2/03 Matrix labs : Chemistry together TH 5/2/03 Wipro (Soft) : Applying thought TH 5/2/03 Nokia (Cell phones) : connecting people ET 5/2/03 Malaysia Airlines: Going beyond expectations, BI Jan 20 Feb 2 03 Jagan Institute of mgmt: Developing the corporate leaders of tomorrow , Indian mgmt Jun 03 UTI (MF) : For you better tomorrow, CFA Jan 2003 A slogan should be campaignable When the slogan works across a series of advertising executions, the slogan said to have some shelf life. For different ads with different story boards, if the same tagline used, the tag line said to be campaignable. For example: Pepsi (Soft Drink) Yeh dil mange more Telcos Tata Indica More car per car Reliance infocomm Karlo duniya mutti mein Nokia cell phones Connecting people BSNL (telecom) Connecting India Wipro Soft Applying thought Boost (energy drink) Boost is the secret of our energy Raymond Garments clothes The complete man H BO (TV channel) Simply the best Voltas (ACs) Acs with IQ A slogan should not be usable by a competitor One should not be able to substitute a competitive brand name and use the slogan. Further a little modification in the line which does not lead to any change in the theme conveyed by the companies. For example Nokia (Cell phone): Connecting people ET 5/2/03 BSNL (Telecom): Connecting India ET 5/2/03 SBI (Home loans): with you all the way , Readers Digest,03 TATA AIG (Insurance): with you always, BI,Jan20-Feb 2,03 HDFC (Home loans): with you, right through, Readers Digest Jan 2003 LIC (Insurance): with you all the time , FI,31/1/03 Bank of Baroda: Banking on Relationships, BI Jan 20 Feb 2 03 The Ohanalakshmi bank Ltd : Relationships forever, Fortune India 31/1/03 AIMA: Excellent in mgmt, CFA Jan 2003 ICFAI: In search of excellence, India Mgt Jan 2003 Slogan should be original Originality is king. Originality stands out. Originality improves the chances of impressing the message on target group. But, originality is hard to come by except with creative process. For example: Business Today (Business magazine): For managing tomorrow BT any issue Maruthi (Wagon R): Inspired Engineering Readers Digest Jan 03 Telco (Tata Indica): More car per car TOI 3/2/03 Pepsi (soft drink): Yeh dil mange more TOI 5/2/03 Sansui (TVS): Better than the best DC 3/2/03 Philips (TVS): Lets make things better, TOI 3/2/03 Ing vysya: Adding life to insurance ,Brand Equity quiz book, Jan 2003 MRF (Tyres): Tyres with muscle Eenadu 1-2-03 Slogan should be simple Simple means it should be short and in simple word so that the target market understand and get impressed. Being simple excludes many things. conversely accommodating too many meanings in a simple phase requires high thoughtfulness. But the most common folly is missing out the best in the endeavor to express the best. Simple words can tell simple things but not big ideas. Being too simple is tantamount to mediocrity unless some rhythm, rhyme and magic are built in to it. Let us look at a few practices. DHL Worldwide Express (Cargo): The pulse of business, TOI 28/1/03 Amity B-School: We nurture talent, TOI 3/1/03 Fenna (India ) (Industrial product) : Fit and forget BW 17/2/03 Andhra Bank (Credit Cards):First in service best in banking, CFA Jan 03, Eureka Forbes (Aqua guard water purifier): your friend for life , Brand Equity quiz book Jan 03 LG Electronics (Electronics): Expand your life , DC 4/2/03 Thompson (TVS): Happy technology to you, TOI 3/2/03 Slogan should be neat A neat slogan helps portray the product progressively in the punters perception. For example: PC Quest (computer magazine): Enhance your computing, PC Quest any issue Nestle (Nesthum): Light Nutritious TH 30/1/03 Britania (biscuits): Eat healthy, think better TH 6/2/03 Slogan should be believable Poetic expressions and exaggeration is seen on the endlines, such as: HSBC Bank (Credit Cards): The worlds local bank , Readers Digest Jan 03 Aaj Tak (News Channel) : The nations best news channel BT 2/2/03 Seagrams (Music products) : Above it all BT 2/2/03 Mahindra Mahindra (Scorpio Zeep): Nothing else will do, BI Jan 20 Feb 2m 2003 Sansui (TVS): Better than the best, DC 3/2/03 Servo (Engine Oil): World Class engine oil, CFA Jan 2003 LIC (Komal Jeevan): Zindagi ke saath bhi, Zindagi ke baad bhi, Brand Equity Quiz Book, Jan 03 Firmly anchored on truth, honesty and simplicity, the phrases lend themselves to be believable. Overstatement as well as understatement will stifle believability. Take a look at a few cases. Slogan should help when customer ordering the product or service Slogans distinguish some from the other in the product line or choice set. They facilitate customers communication with the selling, obviating wrong shipments. The cases in point are: BMW : I want to have the ultimate driving machine , AXN Channel Weight watches: Give me taste, Not waist, HBO Channel (Meals) Fed Express: why fool around with anyone else, HBO Channel Slogan should not be in current use by others The more different users of a slogan, the less effective it is. Banker and insurance companies and also telecom companies use more or less same meaning giving or with same words in their slogans. The mission, strategy and message of two brands may be the same. But each of them should occupy a distinct slot in the consumers mind. This is what brand positioning is all about. The slogan in most cases expresses its position. If the positioning is proper, this slogan will not be in current use by any other brand. Take a look at a few cases. AIMA (B-School): Excellent in management Indian mgt Jan 03 ICFAI (B-School): In search of excellence, TH, SBI (Home loans): with you all the way Readers Digest Jan 03 HDFC (Home loans): with you right through TOI 3/2/03 LIC (Insurance): with you all the time Fortune India 31/1/03 TATA AIG (Insurance): with you always BI Jan 20-Feb 2 03 Bank of Baroda: Banking on relationships, CFA Jan 2003 The Dhana Lakshmi Bank ltd: Relationships for ever, CFA Jan 2003. Slogan should not be bland, generic or hackneyed Slogans that are bland, nedolent of mom and aprole-pie, clearly suffer a weakness. Almost any brand could use these lines and lines are dull and monotony. For example. UTI (MF): For you better tomorrow, CFA Jan 2003 Union Bank of India: Good people to bank with, Readers Digest Jan 2003 AIMA B-School: Excellence in mgmt, Indian Mgt Jan -03 GE Country wide Consumer Financial Services: We bring good things to life, DC 10-2-03 West Bengal IDC: Making things happen, Indian mgmt Jan -03 Slogan should not prompt a sarcastic or negative response Malaysia Airlines: Going beyond expectation , BI Jan 20/Feb 2 2003 (Expectations differ from passenger to passenger) Fiat Palio (4 wheeler): Technology to the max, DC 6/2/2003 (Can you define the max limit of the Technology) Ing Vysya life insurance : Adding life to insurance , Brand equity quiz book Jan 2003 (How can it be possible?) Slogan should not be pretentious This is called pomposity test. Promise less and deliver more mind set leads to high customers satisfaction. Promising what is not possible will only result in fast slide of the brand along graph line of satisfaction and loyalty to customers. A slogan should give the true spin of importance for example: IIPM -B School: What we teach today the other adopt tomorrow Community (Digital copier): We are in your corner, BI, Jan 20 /Feb 2003 Birla sun life insurance: Your dreams our commitment, BI Jan 2/Feb 2 2003 AFL private (Cargo): Where movement is a science, FI 31/1/03 Slogan should not be negative Negative Advertising is hard to justify and some times the negative slogan confuse the customer, such as Yashoda Hospitals: We hope you will never need us, TH 8/2/2003 Slogan should not neck of corporate waffle, hence sounding unreal For example DSP Merrill lynch (MF): Bullish on life, TOI 11/2/03 (Onida) MNC Electronics (Black TV): It will change your world DC 3/2/03 KLA Electronics (UPS): Leadership beyond compare, Data Quest 31/1/03 South Eastern Railways: Striving for excellence DC 10/2003 Slogan should not be a so what ? or Ho-hum statement For example Bharat overseas Bank Ltd, A bank owned by 7 banks (so what ?), CFA Jan 2003 Slogan should not make you say oh yeah For example: Apex Academy (IIT /JEE coaching): We take your career as seriously as you do! TOI 10/2/03 (o w yeah!) Videocon (Electronics): Technology for health and pleasure, Brand Equity Quiz Jan 03, (oh yeah!) Patni computers: world wide partnership, world wide solutions,TOI 5/2/03 (oh yeah!) Slogan should not be meaningless and complicated or clumsy For example AFL Private (Cargo): Where movement is a science, FI 31/1/03 Yamaha (Enticer 2 wheeler): Blue blooded Yamaha, TOI 4/2/03 Slogan could be trendy It implies that a slogan should be as short as possible Single word slogans are : Compaq HP: Invent , Data Quest 15/1/03 Apollo Tyres: unstoppable , BI Jan 20/Feb 2 2003 Two or three words slogans and three terse ideas such as: The new Indian express (news paper ): Sarvathra Vijayam Newspaper any day Business Today: For managing tomorrow , BT any issue Maruthi Vagon R: Inspired Engineering, Readers Digest Jan 2003 LG Electronics: Expand yourself, TOI 3/2/03 Syndicate Bank: Reliable, Responsible, CFA Jan 2003 Jaypee institute of mgt : Education, Enlightenment, Empowerment, TH 12/2/2003 Khazana Furniture: your status, your taste Your class, our solutions,TH 15/2/03 DISCUSSION AND CONCLUSION Slogans with power-packed words conveying what the brand stands for are handy tools, for all companies big and small. One is yet to see a brand which expresses itself without words. Integral to brand building unequivocally are slogans. Slogans and non verbal messages reinforce each other in communication effort. A unique and winning slogan should be a product of aggressive brain churning done by more than one individual over a considerable length of time rather than just a few hours. Slogans framing calls for pooling of talents, clarifying of vision, visualizing of the graph line of products growth and evolving of a communication strategy. The exercise involves efforts of many creative people cutting across all echelons of organizational hierarchy, but primarily with a lead role assumed by top brass. Efforts and seriousness shown in slogan making foretells the future success of the brand, since it covers a wide range of decisions including strategic as well as tactical ones, if at all right decisions are anything to do with brands success. Slogan framing if interested to ad-hoc advertising professionals will be ill-fated unless the professionals are thoroughly familiar with the brands and its strategization through their long association with the brand. Focus on slogan making is focus on an area of paramount importance since it touches on strategization and communication. The analysis has boiled down to identification of chief functions of a slogan and critic for effective slogan. The functions of an effective slogan are: Credibility b) Convenience of recall c) Communicational ease d) Creative distinctiveness which is called 4Cs testing framework. 4Cs testing framework can not only help evaluate the effectiveness of a slogan but also create a new winning slogan. The first and foremost function of slogan is establishing as well as maintaining credibility for the brand. Timothy prescribes that it should be believable, should not be pretentious, should not be unreal, capable of invoking positive feelings, tout key benefits, represent personality of the brand and trigger deep strategy oriented thought process. Secondly, the slogan should help recall the brand name and the slogan itself. The prescriptive phrasing is that the slogan should be memorable, simple, and neat and reflect brands strategic orientation. Thirdly, the slogan should be of high creative distinctiveness, which of course is a product of high-rung creative thought process. The prescription for achieving this functionality is that the slogan should be trendy, original, differentiative and personality reflective. It should not be bland, generic, hackneyed and should not generate lackluster responses like so-what, ho-hum, oh-yeah etc. it should not be already in use by others and preferably should hedge itself against authorized or unauthorized use by competitors. It should not be a source of negative responses. Perhaps sarcastic phrasing will invoke negative responses only. Lastly, brand and business depend heavily on communicational ease of the message and slogan which is the subject on hand. The slogan should be campaignable and capable of providing ease of ordering a product by a customer. It should not be sarcastic lest negative responses are brought forth. Fig 3. 4Cs TESTING FRAMEWORK CREDIBILITY CONVENIENCE OF RECALL CREATIVE DISTINCTIVE-NESS COMMUNICATIONAL EASE Believable Not pretentious Not unreal Source of positive feeling speaks of key benefit. Memorable Aids in brand recall Simple Neat -Strategic Trendy Not bland Original Not in use by others Makes the brand standout Non-encroach able to competitors Does not generate lackluster responses Campaignable Ease in Ordering No

Patrick Henry Essay -- essays research papers

Patrick Henry Patrick Henry was a great patriot. He never used his fists or guns to fight for his country, but he used a much more powerful weapon at which he held great skill: his words. Possibly the greatest orator of his time, his speeches such as "Give Me Liberty or Give Me Death" struck a cord in the American spirit of those who opposed oppression and tyranny. Henry was born on May 29th, 1736 in Studley, Virginia. His schooling was basic; elementary school, then trained in the classics by his father. His father, John Henry was an well-educated Scotsman who was a surveyor, colonel, and justice of the local county court. Still young, Patrick Henry first took up storekeeping in which he failed twice, and then farming which also proved unsuccessful. Despite his early struggles he then married Sara Shelton, and with the new responsibilities of marriage he took up the practice of law. He was naturally talented in the new job and soon found himself very successful. The first signs of his "oratorical genus" were shown in case in which he represented Virginia asking for a change of law that had been disallowed by King George III. After this case he was soon accepted as a member of the House of Burgesses. There he delivered another famous speech opposing the Stamp Act. After concluded this speech calls of "Treason! Treason!" rang though the hall, but Henry replied "If this be treason, make the most of it." Thus began the li...

Martin Luther King Jrs Impact on the Civil Rights Movement Essay

Martin Luther King Jr's Impact on the Civil Rights Movement Martin Luther King's 'I Have a Dream' speech directly contributed to the Civil Rights movement. While delivering his speech at a kairotic moment, King tells us how blacks have been serving an injustice and that they should be treated equally. Much had transpired before the speech was delivered. As civil rights protests spread throughout the nation, King continued to combine peaceful methods of protest and his theological training to work towards the hope of equal rights for blacks (Kauffeld and Lefrd, 1989). During this time, blacks were not treated equally and were often denied service. King was trying to get the merchants and the government officials to negotiate on their terms which would allow blacks to be allowed in all facilities that white people were and to be hired on a non-discriminatory basis (King, 1969). For example, in Birmingham, Alabama, black men and women held sit-ins and kneel-ins where they were denied service at lunch counters and attendance at church. Many demonstrators were fined and arrested for these acts. In 1963, King, Reverend Shuttlesworth, and Reverend Abernathy lead a protest in Birmingham. They were then arrested and taken to Southside Jail. Society treated blacks and whites differe ntly, like they didn't matter. King was raised to treat others in the same manner no matter what the circumstances, which lead to his speech that contributed to the civil rights movement and helped change blacks rights (Dyson, 2000). On August 28th, 1963, on the steps of the Lincoln Memorial in Washington D.C., the African-American civil-rights movement reached its high potential when Martin Luther King spoke to over 250,000 people attending h... ... our nation became one and is a better place because of it. The ?I Have a Dream? speech not only contributed to the civil rights movement, but it is the most influential speech in history. Works Cited Bond, Julian. "Kings 1963 I Have a Dream Speech." Seattle Times 4 April 1993. Dyson, Michael. I May Not Get There With You: The True Martin Luther King Jr. New York: Free Press, 2000. King, Corretta. "My Life with Martin Luther King Jr." Holt Rinehart and Winston: Canada. 1969 King, Corretta S. The Words of Martin Luther King Jr. New York: Newmarket Press,1987. Kauffeld, Fred and Lefrd, Michael. Texts in Context: Critique dialogues on Significant Episodes in American Public Rhetoric. Davis: Hemagoras Press, 1989. Rappaport, Dorreen. Martins Big Words: The Life of Martin Luther King Jr. New York: Scholastic Inc., 2002.

The Purpose of Caliban in The Tempest Essay -- Tempest Shakespeare

The Purpose of Caliban in The Tempest      Ã‚  Ã‚   One of the indispensable themes displayed in The Tempest is the duality of nature and society.   This is made apparent through the character of Caliban.   Caliban is a dis-figured fish-like creature that inhabits the island where the play The Tempest, takes place.     Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Caliban is the son a witch-hag, and the only native on the island.   In Caliban's first speech, he suggests that Prospero stole the island from him. (Act 1, Scene 1, line 331-342) "This island's mine by Sycorax my mother Which thou tak'st from me.   When thou camest first, Caliban is a servant to Prospero, the right duke of Milan.   Caliban is a monstrous, and ugly creature.   He is often referred to as servant-monster by others characters.   At the start of the play, Caliban curses at the authority of Prospero because his dislikes him.   (Act 1 scene 2 line 321-324) "As wicked dew as e'er my mother brush'd with raven's feather from unwholesome fen Drop on both!   A south-west blow on ye And blister all o'er" Although Caliban has a foolish tongue, he is very knowledgeable on the island.   Prospero recognizes his survival on the island but shows no respect for this.   (Act 1 scene 2 line 366-371) ""Hag-seed, hence! Fetch us in fuel; and be quick, thou'rt best," Caliban shows inconsideration and greed when he attempts to rape Miranda.  Ã‚   Miranda is Prospero's only daughter.   Caliban admits to the accusations of the attempt of rape, and states that he would have populated the island with his offspring.   (Act 1 scene 2, line 349) "O ho, O ho! Would't had been done! Thou didst prevent me; I had people else This isle with Calibans"   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Caliban is intimat... ... creature.   Caliban is a character that learned to survive, just as every one does through life.   Works Cited and Consulted: Davidson, Frank. "The Tempest: An Interpretation." In The Tempest: A Casebook. Ed. D.J. Palmer. London: Macmillan & Co. Ltd., 1968. 225. Kermode, Frank. Introduction. The Tempest. By William Shakespeare. Cambridge: Harvard UP, 1958. xlii. Palmer, D. J. (Editor) The Tempest - A Selection of Critical Essays London: MacMillan Press Ltd., 1977. Shakespeare, William. The Tempest. The Riverside Shakespeare. Ed. G. Blakemore Evans, et. al. Boston: Houghton Mifflin Company, 1974. Stott, Jon et al. The Harbrace Anthology of Literature. Second Ed. Harcourt Brace and Company, 1998. Solomon, Andrew. "A Reading of the Tempest." In Shakespeare's Late Plays. Ed. Richard C. Tobias and Paul G. Zolbrod. Athens: Ohio UP, 1974. 232.   

Iran Contra Affair

The Iran-Contra scandal had a big effect on the United States but it had a huge effect on Nicaragua. Through out 1985-86, the Reagan administration was selling weapons to Iran illegally in order to encourage Iran to free hostages in the Middle East. Meanwhile, the Reagan administration wanted to support the Contras in Nicaragua, a rebel group fighting to overthrow the Sandinista government. The administration decided to use the money made from selling arms to Iran, and had it sent to the Contras without passing through the United States. Walsh, p2. ) In this paper, I am going to provide the background of the situation. I will explain how the money from the missile sales was used to support the Contras. I will also tell how everything became public, the end of United States support for the Contras and about then investigations and public hearings in the United States. But finally this paper is about the significance, or impact, of the Iran-Contra affair. The Sandinista National Libera tion Front was founded in 1963.Named after Augusto Ceser Sandino, it was an extreme leftist organization â€Å"of Castroite and Maoist direction. † There were only about 150 members as of 1975, but sympathy was growing. (Times, 1/3/75) By August 1975, the SNLF had â€Å"begun to gain strength as discontent with the Somoza regime [had] spread through the middle classes. † (Times, 8/6/75) By August 1977 according to The New York Times, Amnesty International said that â€Å"there had been widespread abduction, torture and killing of peasants by the National Guard† during the previous year. 8/16/77) The strength of the SNLF continued to grow. In October 1977, the SNLF, for the first time, was â€Å"joined by non-Marxist opponents of the regime† including some conservatives. (Times, 10/20/77) By May 1978 opposition groups, including the SNLF, were proposing a coalition government that would exclude Somoza. (Times, 5/1/78) By November 1978, the Carter Administr ation was trying to push Somoza â€Å"into a compromise with his opponents. † (Times, 11/21/78) After 4 years of growing violence, including street fighting in the capitol, Somoza finally resigned. 9/17/79) After the Sandinistas took power in 1979, the remnants of Somoza’s National Guard scattered. As Kornbluh and Byrne describes The Iran Contra Scandal, they were reduced to small bands of some 250 men, hiding in Honduras and Guatemala, where they resorted to random violence and stealing to survive. The CIA brought these small groups together. After the Contras started receiving money from the CIA, the number of attacks on the Sandinistas increased a lot. Attacks during this period included, sabotage of highway bridges, sniper fire on small military patrols, the burning of customs warehouses and crops, and ‘the assassination of minor government officials’†( Kornbluh, p. 2; they are quoting from a document in the National Security Archives). On Decemb er 1, 1981, President Ronald Reagan signed a finding allowing our government to help the Contras. Beginning in March 1982, the whole thing became public as articles in the Nation, the New York Times, the Washington Post and Newsweek reported on CIA aid to the Contras.Congress reacted to this by passing the Boland Amendment, which read: None of the funds in this Act may be used by the Central Intelligence Agency of or the Department of Defense to furnish military equipment, military training or advice, or other support for military activities, to any group or individual, not part of a country’s armed forces, for the purpose of overthrowing the government of Nicaragua or provoking a military exchange between Nicaragua and Honduras. (Kornbluh, p. ) In spite of this, the Reagan Administration continued to aid the Contras, all the time denying that they were doing so. Among the aid they sent was the Psychological Operations in Guerrilla Warfare training manual, referred to by thos e who knew about it as the â€Å"murder manual. † (Kornbluh, p. 2) The Reagan administration later on came up with a new strategy, to portray the Contras as freedom fighters and the Sandinistas as oppressors. In 1984, the CIA sowed mines in a major port in Nicaragua causing a severe amount of damage. The Contras took credit for this.But a few weeks later the press exposed the CIA involvement. In response, Congress passed a second Boland Amendment, which said that neither the CIA nor the Defense Department could fund the Contras, either directly or indirectly. From then on the administration worked through the National Security Council, and NSC staff member Oliver North. NSC William Clark established Office of Public Diplomacy for Latin America and the Caribbean (housed in State Department but reported to the NSC), Oliver North attended the meetings: responsible for all Contra affairs.Because the CIA was prohibited from operating inside the United States, Director William Case y had senior propaganda specialist Walter Raymond transferred to the NSC. As Raymond declared, his job was to â€Å"concentrate on gluing black hats on Sandinistas and white hats on Contras. † (Kornbluh, p. 5) All this time, CIA intelligence analysts were saying that the Contras couldn’t win, even with American support. Robert Owen, Oliver North’s personal intermediary with the Contras is quoted as saying they were simply â€Å"profiteers. 1 Meanwhile, during 1985-86, as mentioned earlier, the Reagan administration was selling weapons to Iran illegally in order to encourage Iran to free hostages in the Middle East. After the 1979 hostage situation at the United States Embassy in Tehran, Carter had imposed an embargo on selling weapons to Iran. When Reagan came to power in 1981, the Embassy hostages were freed, but Reagan continued the embargo policy. In 1983, the administration strengthened it through operation STAUNCH, a worldwide voluntary arms embargo agains t Tehran. But for several reasons, some people in the administration supported softening the stance toward Iran.The idea that selling weapons would help win the release of hostages encouraged them to act. The way the United States diverted the funds is complex. Basically, the United States sold arms to Iran, hoping to get hostages freed, then used the money they got to arm and support the Contras. All of this was done secretly. On October 5th, 1986, an American plane was shot down by Sandinistas over southern Nicaragua. The two pilots were killed, but the â€Å"cargo kicker,† Eugene Hasenfus, parachuted out and was captured by Sandinista soldiers. He told the Sandinistas everything he know about United States involvement with the contras.The next day, the story was on the front page of every major United States newspaper. Then, on November 3rd, 1986, a Lebanese paper published a story that revealed the United States trading of arms for hostages. (historycommons. org, p. 1) Ha ving these two pieces of the puzzle soon led to people discovering the connections between the arms-for-hostages deals and secret aid for the Contras. Once the Iran-Contra connection had become public, Reagan appointed John Tower, Edmund Muskie and Brent Scowcroft to a President's Special Review Board charged with investigating the affair.People expected the Tower Commission to be a whitewash, but its report brought to light many of the details of what had happened. On November 26, 1986, Attorney General Edwin Meese ordered the FBI to begin an investigation of the Iran-Contra episode. December 19, 1986, Lawrence E. Walsh was named to the Office of Independent Counsel to take over that investigation. The Tower Commission, congressional investigations and the work of the Independent Counsel led to indictments of Oliver North and John Poindexter on March 16, 1988.North was convicted on charges of obstruction of justice, misleading Congress, and accepting an illegal gratuity, but an app eals court overturned the verdict because testimony to Congress given under immunity might have affected his trial. Poindexter was also convicted and his convictions overturned on appeal. (Kornbluh, p. xxviii) In 1992, George H. W. Bush pardoned six others who had been indicted or convicted of crimes in the affair. The Iran-Contra affair made the United States look untrustworthy internationally, as well as causing people to distrust their government.The United States government depends on a system of checks and balances among the congress, executive and judicial branches. If the executive branch does whatever it wants and hides its actions from the congress, then the people are no longer in charge of their government. This is a genuine threat to democracy. When Somoza resigned in 1979, the Sandinistas and others who had opposed Somoza formed a junta to govern until there were elections. The country was a mess. There was poverty, malnutrition, disease, pollution from pesticides, fact ory runoff and raw sewage into Lake Managua.The Sandinistas tried to address these problems and might have succeeded if the Contras had not undermined a lot of what they did. Money from Cuba and Eastern Europe was spent on building up an army to combat the Contras instead of being used for other important needs. The Sandinistas won an election in 1984 with 67% of the vote; most international observers deemed the elections fair. Exhaustion on both sides, fear of losing to the Contras, and mediation by other governments in the area led to the â€Å"Sapoa ceasefire† between the Sandinistas and the Contras on March 23, 1988.In the elections that followed in February 1991, the Sandinistas, who were expected to win, were soundly defeated. The new President was Violeta Chamorro, widow of a prize winning newspaper editor who had struggled against Somoza. When the Chamorro government took power, the situation of the country was even more desperate than in 1979. 2 All in all, the Contr as and the United States support for them were disastrous for Nicaragua. Notes 1 This paragraph is based on information from Kornbluh. 2 This paragraph is based on information from Britanica.Works Cited Britinaca. com. http://www. britinica. com/EBchecked/topic/413855/Nicaragua . â€Å"Iran-Contra and Arms-for-Hostages Scandals: Eugene Hasenfus† http://www. historycommons. org/jsp? irancontraaffair_key_figures . Kornbluh, Peter, and Malcom Byrne. The Iran-Contra Scandal: The Declassified History. New York: The New Press, 1993. The New York Times, January 3, 1975-September 17, 1979. Walsh, Lawrence E. Independent Counsel Report. â€Å"Executive Summary,† p. 2. http://www. fas. org/irp/offdocs/walsh/execsum. htm .

Good human development indicators and globalization in Kerala Essay

Introduction Thesis: Globalization has caused more problems than advantages to the state of Kerala Much has been written about globalization and its effects on our world. In fact, no corner of the modern world, except in some extreme cases, has escaped the good and bad effects of globalization. On the brighter side globalization involves an increased openness in the international business relations, an integration of markets on a worldwide basis, and a movement toward a borderless world. The sources of globalization are varied and include the technological advances and liberalization of trade policies brought into force over the past decades. Of all the effects of globalization, the chief source effect is the technological advances that have significantly lowered the costs of transportation and communication and dramatically lowered the costs of data processing and information storage and retrieval. Electronic mail, the Internet, and the World Wide Web are some of the manifestations of this new technology. While these are the more evident aspect of globalization, the meeting of minds across the constraints of culture and language has also become a reality The impact of globalization and internationalism on society is also huge. Today everybody talks about the ‘global village’ and nations on either side of the globe are just hours away from each other. Cities are expanding by the hour and the new technologies that are impacting us are creating a unified world culture; what many would like to call as the brave new world. In retrospect, is this new culture based on bravery or untamed consumerism? World cultures are being annihilated by the wave of crass consumerism and scant regard for values. The populations of today have lesser family values and more internal strife, which threatens to tear apart social order. Violence due to the lack of family and supportive values are reducing a whole generation to waste. People are being tempted to think beyond their means, and the end result is that the family has become the casualty. Today we have individualistic aspirations and the feeling of ‘I’ is strongest in people. The stress on ‘We’ is almost non-existent. Economically also, there is a terrible imbalance in the world. We see a few nations that are well off economically and the majority does not have enough even to feed their people. We see increased migrations from poor populations to rich economies. Lack of economic power compels these migrants to be dominated by the rich and the influential. One of the many advantages of globalization is the fact that cultures across the world could interact with each other and help each other in integrating with each other. It is only natural that such interactions and the inculcation of modern ideas and interaction will bring about so many changes that come into conflict with the existing norms and belief systems of a society. In fact, the ability to assimilate productive changes and the capacity to discard beliefs that are detrimental to the interest of the society are the essential qualities of a good social order. If a society allows itself to be dominated by beliefs that are not in tune with the needs and aspirations of the changing times, one cannot say that it is a progressive society. On the other hand, it must also be said that a society that is open to change without considering the detrimental effects that such a change can make in the long run will not add quality to that society. Hence, ideally there needs to be a balance between age old ideas that form the foundation of the society on which modern progressive ideas needs to be implemented The position of Kerala in the world scenario The tiny state of Kerala, which is located in the southern most end of India, has a place of its own in the global map of developed regions. In many respects, this tiny spec of land and its population has been able to assimilate the good values of globalization while mostly rejecting its evils even though the undesirable effects of globalization are for everyone to see in the state. The so-called ‘Kerala Model of Development’ was a few years before a role model in developing and shaping a society. (Devi, Lakshmy K R, (2002). Education, Health and Women’s Empowerment – Kerala’s Experience in Linking the Triad). Kerala has demonstrated that social development is not always linked to economic superiority. Many human development indicators in Kerala are in par or above international standards and all of them cannot be attributed to globalization, which is a relatively new happening in India. For example, Kerala’s infant mortality rate comes close to Ireland, which leads the world in this respect (Richard, Douthwaite. (2002). Kerala and Quality of Life – Interesting Richard Douthwaite Article). Similarly, life expectancy is much higher than some of the advanced nations of the world. There are many other factors, both social and political that has helped the state achieve a level of human development indicators that matches the best nations in the world. Progressive redistribution measures like land reforms, and a wide network of the public distribution system has helped the state lay a strong foundation of social upliftment (Franke, Richard W and Chasin, Barbara H. (1995). Kerala State: A Social Justice Model). Similarly, welfare oriented policies of the state government, especially with regard to education and minimum wage, and the role of a socially engaged population has also helped the state to achieve a place of its own in the global scenario. (Akash, K apur. (1998). Poor but Prosperous. & Jean, Dreze and Amartya, Sen. (2002). India: Development and Participation). It should also be noted that Kerala, which has only a fraction of the buying power of most advanced nations, has been able to devise a culture that utilizes its resources in an efficient manner. The one single factor that has made Kerala such a success story is perhaps the level of education that Keralites enjoy. With a 100 percent literacy rate and a high level of women literacy, it is not a surprise that Kerala has been able to assimilate the good effects of social and individual development. (Antrobus, P. and Christiansen-Ruffman, L. (1999). Women Organizing Locally and Globally: Development Strategies, Feminist Perspectives. & Lourdes, Beneria and Gita, Sen. (1997). Accumulation, Reproduction and Women’s Role in Economic Development: Boserup Revisited). Effects of globalization in Kerala It must be said that globalization has affected Kerala in both good and bad ways. Even though Kerala has been able to resist some of the destructive effects of globalization, it is not immune to the thrust that globalization has been having on the state. The most important aspect of globalization is that the state has become a hotspot for consumerist tendencies. Evidences indicate that the state is more a consumer than a producer. Agriculture is almost dead in the once thriving green belt of India and over exploitation of resource is the norm of the society. With a high percentage of Non Resident Indians who are responsible for one of the largest foreign remittances in the world, it is not surprising that the economy of the state is more and more dependent on its citizens working abroad than within it . In the job sector, the state has not been able to provide the required levels of employment to its youth and this has in turn affected the social milieu of the state. The increasing social unrest is often attributed to dissatisfied informed youngsters who wants to match their facilities in par with the modern world, but do not have the means to do so. Â  Criticism has also been raised on intellectual property rights and other similar issues, which are also a fallout of globalization. The western world is in a hurry to patent many processes and medicines, especially the indigenous system of medicine in Kerala called Ayurveda, in spite of the fact that these systems have been transferred across many generations in the state. Recently, farmers in Kerala protested against WTO practices that prevented them from conducting their traditional farming practices. All this indicates that the process of globalization in not smooth in the country and that there is much resistance to change from within the state. The potential of Kerala in the new world Experts opine that Kerala, with its unique resources, both natural and human, have certain potentialities to match the increasing effects of globalization. (Nair, A. Balakrishan. (1994). The Government and Politics of Kerala. Structure, Dynamics and Development). The core difference between a manufacturing industry and a service-oriented industry is not only restricted to the way in which business is carried out, but also extends to various dimensions such as its organizational culture. Companies that have made a transition from a predominantly manufacturing-industry attitude to a service-industry attitude have had to adjust to the phenomenal changes in attitude and culture that goes along with the change. Perhaps, the most important factor that comes into play is how human resources are attuned to respond to the challenges posed by such transitions. Companies that have undergone the transition can provide knowledge on the change to companies that are planning for such a change. A service oriented organization has to create, manage and advance its cultural values in order to cope up with the specific challenges that are posed to it by factor such as location and local culture. It is in this context that cultural values in Kerala attain significance with regard to service-oriented institutions. Within the past two decade, Kerala has increasingly cemented its position as one of the ‘must-see’ tourist locations in India. Kerala, which was rather obscure to the foreign tourist and even to the Indian traveler, shot into fame only about 10-20 years ago because of a concerted effort by the state government and private operators. The state, which had, and still has, a lot of unexploited tourism potential is one of the most popular destinations in the world and each year an ever increasing number of people are flocking into this state to relish its beauty and rich varied culture. Tourism, which has developed into an industry status in the state has attained the status because of globalization. It is believed that tourism is one of the most prominent symbols of globalization in the state. In terms of other factors that encourage business, a survey by the Confederation of Indian Industry (CII) (Kerala government policy. (2006)), which covered 18 states in India, indicates that Kerala stands 13th as far as its investment climate is concerned. However, Kerala ranks first in law and order and education, and ranks high as far as affluence and social sector are concerned. All this indicates without doubt that Kerala has all the potential to attract foreign investment. However, recent event shows that that consumer debt is increasing since the past decade or so. More advertisements that speak about debt consolidation and take-over of existing debts are a definite indicator of the amount of debts that the average consumer owes to different credit companies in the country. Debts in the farm sector, which has been the worst hit industry because of globalization, is increasing and recently Kerala reported many deaths due to poverty and debts. Many experts believe that bad credit management happens because people are carried away by the features that are offered by modern financial institutions. (Pillai, P. Gopinadan. (1999). Left Movement and Agrarian Relations in Kerala). Kerala’s stature with regard to globalization Detractors of globalization argue that much has changed in the state that had been a model of development to the world. Today, reports show that the economy of the state is in tatters and that the advantages that the state had in terms of social equality and distribution has been whiled away. Advantages that the natives had gained as an agrarian and self-reliant economy had been wasted in favor of consumerist attitudes. Social and political indicators point to the fact that the state has undergone a sea change in terms of development and expansion. Today, Kerala is a tourist hub and is developing in a manner that is similar to other third world tourist destinations such as Thailand and Singapore. The social system has broken down and people are no more connected to each other as a few decades before. Kerala is unique politically because it had instilled one of the first democratically elected communist regimes in India. It must be said that the spirit of the communist ideology is fairly deep rooted in the state. The ideologies of the pioneers of the communism in the state are also largely responsible for the social improvements that the state has so far witnessed. The communists in Kerala, as in other parts of the world are strictly against globalization and capitalist motives in the state. They argue that globalization takes away a lion’s share of autonomy and that the effects of globalization will further deepen the divide between the deprived and the affluent classes. The loss of autonomy, especially in the farm sector, as evidenced by the recent global against the WTO regimes lends credence to the argument of the communists in Kerala. The communist ideology that globalization, which they infer as hegemony of capitalist nations over poor countries, will deepen the divided between the poor and the affluent is also true to some extent considering the fact that open market policies and regulations, which are by products of globalization will remove a lot of protection that investors used to enjoy previously. Other challenges in maintaining social welfare in Kerala Ironically, economic factors are one of the major facts that could affect social welfare in the state of Kerala. Without the flow of money that critics attribute as the ill effects of globalization, social order in Kerala will be very much affected and governments will find it difficult to maintain social order in the state. For example, many experts have mentioned that Kerala in its zeal to maintain its position with regard to health and education has incurred huge deficits that cannot be easily solved without the advantages of globalization. Similarly, the ageing population of Kerala will cause productivity to drop in the near future and it will become mandatory to attract and retain young blood in the state to take care of its own resources and guide development in the state. Globalization has also helped to rectify some of the past mistakes of the leftist governments who were also responsible for driving the winds of change in the society. Conclusion The state of Kerala has been able to so far select the advantages derived from globalization and reject most of the bad effects it might bring to a country’s overall economy. However, it will not be long before the state will start succumbing to pure market-oriented practices that can destroy the carefully created social advantages the state enjoys today. The advantages that the state enjoys today as a model state is not a fallout of globalization, but were achieved even much before foreign investors invested in independent India. The general degradation of quality in many aspects of social life and the huge cultural changes that the state is going through can be directly attributed to globalization. Hence, it is imperative that globalization is accepted in it right perspective and applied in order to ensure that the state maintains its inherent advantages while becoming a global role model in many more spheres. The state has much to offer in terms of both its rich cultural heritage and highly proficient workforce but if it doesn’t stride in the right path, the negative effects of globalization might hamper its economical and social progress. Work Cited Devi, Lakshmy K R, (2002). Education, Health and Women’s Empowerment – Kerala’s Experience in Linking the Triad. Department of Economics: University of Calicut. Franke, Richard W and Chasin, Barbara H. (1995). Kerala State: A Social Justice Model. Multinational Monitor. India: Open for Business. 2 Mar. 2007 . Akash, Kapur. (1998). Poor but Prosperous. The Atlantic Online. 2 Mar. 2007 . Antrobus, P. and Christiansen-Ruffman, L. (1999). Women Organizing Locally and Globally: Development Strategies, Feminist Perspectives . London & New York: Zed Books. Lourdes, Beneria and Gita, Sen. (1997). Accumulation, Reproduction and Women’s Role in Economic Development: Boserup Revisited. Nova Scotia: Fernwood Publishing Company Ltd. Jean, Dreze and Amartya, Sen. (2002). India: Development and Participation. Oxford: Oxford University Press. Ester, Boserup. (1970). Women’s Role in Economic Development. London: Unwin Ltd. Richard, Douthwaite. (2002). Kerala and Quality of Life – Interesting Richard Douthwaite Article. 2 Mar. 2007 . Gemma, Cairo. (2001). State and Society Relationships in Kerala: Explaining the Kerala Experience. Asia Survey. 41 (4): 669-692. Nair, A. Balakrishan. (1994). The Government and Politics of Kerala. Structure, Dynamics and Development. Thiruvanthapuram: Indira Publications. Kerala government policy. 2 Mar. 2007 . Pillai, P. Gopinadan. (1999). Left Movement and Agrarian Relations in Kerala. The Eastern Anthropologist. 15 (3): 237-246.