Mechanism Of Electromechanical Induction Meter Information Technology Essay

Mechanism Of Electromechanical Induction Meter Information Technology Essay As the dismal economy spawns desperate measures, most of the residents of our beloved city, Karachi are resorting to a hazardous practice which is stealing electricity. Many utilities say energy theft has risen sharply during the recent economic downturn. Culprits include residential customers whose power is turned off when they fall behind on the bills and small businesses struggling to keep their doors open. They are using a wide array of tactics. Some run wires from utility lines directly into a circuit-breaker panel to bypass the electric meter. Others attached cables on either side of a meter, swipe meters from vacant houses when theirs are removed or tamper with meters to lower their electric bills. People from KESC are finding more and more people are stealing electricity because of the poor economy, said by the sources of electricity supplying corporation. It has been investigated that 3,197 cases of theft in January and February, a 28% jump over the year-ago period. Customers have stolen power for decades, costing utilities 1% to 4% of revenue or about RS 49 billion industry wide each year, according to Electric Light Power magazine. Losses are borned by other customers. Many thieves operate home-based marijuana farms that use lots of lights and power. But the problem is basically mushrooming. Meanwhile, consulting firm Detectent has identified a double-digit arise in business thefts the past six months, many by energy-guzzling restaurants. In Landhi, Deen Baksh, 48, was charged last fall with3 meter rigging. DTE Energy says he helped about 50 downtown businesses cut their gas and electric bills by more than RS.1 million or 30% to 50% each the past several years. The practice is actually dangerous. Touching a power line may burn or even kill an untrained person. In Philadelphia this month, an illegal electricity hookup in a row house resulted in a spark a fire that killed a 30-year-old woman and her 8-year-old daughter. Utilities often learn of thefts from meter readers, neighbors or may be abnormal use patterns. They expect to detect fraud earlier as they roll out smart meters that can remotely monitor electricity usage. Electricity theft can be in the form of fraud (meter tampering), stealing (illegal connections), billing irregularities, or unpaid bills. Estimates of the extent of electricity theft in a sample of 102 countries for 1980 and 2000 are studied. The evidence shows that theft is increasing in most of the regions of the world. The financial impacts of theft has reduced income from the sale of electricity and the necessity to charge more to consumers. Electricity theft is closely related to governance indicators, with higher peaks of theft in countries without effective accountability, political instability, low government effectiveness and high levels of corruption. Electricity theft can be lowered by applying technical solutions such as tamper-proof meters, managerial methods such as inspection and monitoring, and in some cases restructuring power systems ownership and regulation. The main purpose of our report is to present solution to economic problems and then economy rate will become higher. And that loss which KESC have to bear due to this problem will be decreased. Economically this idea has great benefit both for masses and society. Once the theft of electricity would be detected then steps will be taken to stop it which will yield in discouraging the people using electricity illegally. Energy will be distributed to everyone justly thus everyone will be paying charges of only the amount they consume. Energy generating and distributing bodies will not be having extra load over their lines thus no power trips and break downs will occur so no extra money required for correcting such problems. CHAPTER NO 01 ELECTRIC METER 1.1 ELECTRIC METERS: An electric meter or energy meter is equipment that can measure the amount of electrical energy consumed by a residence, business, or an electrically powered device. Electric meters are usually calibrated in billing units; the most common is the kilowatt hour. Periodic readings of electric meters give billing cycles and energy used during a cycle. In settings when energy savings during certain periods are desired, meters may measure demand which is the maximum use of power in some interval. In some areas, the electric rates are higher during specific times of day for encouraging reduction in use. Also, in some areas meters have switches to turn off nonessential equipment. Electricity meters work by continuously measuring the instantaneous voltage (volts) and current (amperes) and then finding the product of these to give instantaneous electrical power (watts) which is afterwards integrated against time to give energy used (joules, kilowatt-hours etc.). Meters for smaller services (for instance small residential customers) can be connected directly in-line between source and customer. For larger loads, i.e. more than about 200 amps of load, current transformers are used, so that the meter can be located other than in line with the service conductors. The meters fall into two basic categories, electromechanical and electronic. 1.1.1 Mechanism of electromechanical induction meter. 1. Voltage coil many turns of fine wire encased in plastic, connected in parallel with load. 2. Current coil three turns of thick wire, connected in series with load. 3.Stator-concentrates and confines magnetic field. 4.Aluminum rotor disc. 5. Rotor brake magnets. 6. Spindle with worm gear. 7. Display dials note that the 1/10, 10 and 1000 dials rotate clockwise while the 1, 100 and 10000 dials rotate counter-clockwise. The electromechanical induction meter operates by counting the revolutions of an aluminum disc which is made to rotate at a speed proportional to the power. The number of revolutions is thus proportional to the energy usage. It consumes a small amount of power, typically around 2 watts. The metallic disc is acted upon by two coils. One coil is connected in such a way that it produces a magnetic flux in proportion to the voltage and the other produces a magnetic flux in proportion to the current. The field of the voltage coil is delayed by 90 degrees using a lag coil.[16] This produces eddy currents in the disc and the effect is such that a force is exerted on the disc in proportion to the product of the instantaneous current and voltage. A permanent magnet exerts an opposing force proportional to the speed of rotation of the disc. The equilibrium between these two opposing forces results in the disc rotating at a speed proportional to the power being used. The disc drives a register mechanism which integrates the speed of the disc over time by counting revolutions, much like the odometer in a car, in order to render a measurement of the total energy used over a period of time. The type of meter described here is basically used on a single-phase AC supply. Different phase configurations use additional voltage and current coils in them. 1.1.2 CURRENT TRANSFORMER (CT) METERING: Huge businesses or multi storey buildings use so much power that they cant be connected to the network via the usual methods so in order for these sites to be metered, the load needs to be broken down so the meter will be able to cope with it and then be multiplied out again in order to get the full amount of power being used. This is known as CT metering. Actually the load comes into a CT chamber from where it is then distributed from buzz bars containing transformers to CT links and then into the meter. The CT chamber also goes into the customers switchboard. The rating of the transformers finds out the multiplier to be applied when calculating true usage. 1.1.3 METER USED IN THE PROJECT: The meter used in our final year project is electromechanical induction meter. 1.2 UNIT OF MEASUREMENT: Kilowatt hour is the most common unit of measurement on the electricity meter which is equal to the amount of energy used by a load of one kilowatt over a period of one hour, or 3,600,000 joules. Some electricity companies also use the SI mega joule instead. Remote current and voltage sensors are be read and programmed remotely by modem and locally by infra-red. The circle with two dots is the infra-red port give the reading. Tamper-evident seals are also present in some meters. Demand is usually measured in watts, but averaged over a period, most often a quarter or half hour 1.3 ELECTRICITY THEFT: Meters can be controlled to make them under-register, effectively permitting power use without paying for it. This theft or fraud can be dangerous and also dishonest. Electricity theft can be in the form of i)fraud (meter tampering) ii)stealing (illegal connections) iii)billing irregularities iv)Unpaid bills. Another common method of tampering on older meters is to attach magnets to the outside of the meter. They magnetically saturate the coils or current transformers, preventing the alternating current from forming eddy currents in the rotor, or inducing voltages in the current transformer. Also rectified DC loads cause mechanical (but not electronic) meters to under-register. DC current does not cause the coils to make eddy currents in the disk so this causes reduced rotation and a lower the bill. Some combinations of capacitive and inductive load can also interact with the coils and mass of a rotor and cause reduced or reverse motion. 1.3.1 Basic Layout Of The Project Including Electricity Theft Possibilities: Bypass wire Breaker to cut out the meter Home Neutral Wire, neutral current iN Phase wire, phase current iP Earth wire Meter Case 1: If there is no bypassing of the meter and the entire load is OFF. iN (Neutral current) = iP (Phase Current) = 0 Case 2: If there is no bypassing of the meter and the entire load is ON. iN (Neutral Current) = iP (Phase current) = some value Case 3; If there is meter bypassing and the entire load is ON. iP (Phase current ) = 0 iN (Neutral Current) = load The first target is to sense / measure phase and neutral current. And if case 3 is verified than it will be a theft case. 1.3.2 Outcomes Of Electricity Theft: The evidence shows that theft is vastly increasing in most regions of the world. The financial impacts of theft have resulted in reduced income from the sale of electricity and the necessity to charge more to consumers. Electricity theft is closely concerned to governance indicators, with higher levels of theft in countries without effective accountability, political instability, low government effectiveness and high levels of corruption. Power theft has surely become an infamously prevalent practice in many parts of the country, both rural and urban. Many cases go unreported in various cities and villages, costing a lot to our countries burdened economy. People actually pay some local electrician a little money to reverse the electricity meter of the house and/or slow its pace. Some people also learn the trick from an electrician and help their family/friends steal electricity. 1.3.3 General Methods To Reduce Electricity Theft: Electricity theft can be reduced by Applying technical solutions such as tamper-proof meters. Managerial methods such as inspection and monitoring. Restructuring power systems ownership and regulation.. A common method of tampering on older meters is to attach magnets to the outside of the meter. These magnetically saturate the coils or current transformers, preventing the alternating current from forming eddy currents in the rotor, or inducing voltages in the current transformer. Rectified DC loads cause mechanical (but not electronic) meters to under-register. DC current does not cause the coils to make eddy currents in the disk, so this causes reduced rotation and a lower bill. Some combinations of capacitive and inductive load can interact with the coils and mass of a rotor and cause reduced or reverse motion. CHAPTER NO 02 MEASUREMENT OF AC CURRENT: 2.1 DESCRIPTION: Here we have considered household power is single-phase electric power, with two or three wired contacts at each outlet. The live wire (also known as phase, hot or active contact), carries alternating current between the power grid and the household. The neutral wire completes the electrical circuit by also carrying alternating current between the power grid and the household. The neutral is staked into the ground as often as possible, and therefore has the same electrical charge as the earth. This prevents the power circuits from rising beyond earth, such as when they are struck by lighting or become otherwise charged. The earth wire or ground connects cases of equipment to earth ground as a protection against faults (Electric Shock). 2.2 MEASUREMENT OF AC CURRENT: Its very difficult to measure ac current and produce voltage proportional to it. For measurement of ac current Hall Effect devices are mostly used. They produce the voltage proportional to the magnetic field in the air gap by inserting Hall Effect magnetic field sensor in the current transformer core air gap. The circuits below measure the ac current without using Hall Effect devices. 2.2.1 WORKING: FIG 1: An electric current J2 is introduced in the secondary winding of the coil which is proportional to the primary winding J1.Th secondary current can be controller by means of number of turns on primary and secondary winding. The primary winding either have one turn or a number of turns wrapped around it while the secondary winding has usually multiple turns around it. If the current transformer is ideal then the current in the secondary winding is equal to that in primary winding. But if it is possess non-ideal characteristics then the current in both windings will not be equal due to substantial phase angle, error of ratio, and/or wave shape in its output. They are the function of: The properties possess by magnetic core. How much burden on it. How much dc component present in the primary current. FIG2: Due to burden in the secondary the currents in the secondary and primary arent equal. Fig 2is used to reduce this effect .V4 is the voltage which is proportional to the rate of magnetic flux and is introduced by terminating the sense winding 10 to high impedance; the effective burden can be reduced by applying it tin series to the secondary winding after it is being amplified. Now the currents in secondary will be proportional accurately to that in primary since the magnetic flux changes in the core is reduced to zero. Smaller flux changes and higher accuracy will be achieved by higher gains in the amplifier circuit while on the other hand this leads to instability and associated =oscillations in the circuit. This technique is a better measure of ac current but the problem raised may be due to the dc component in the primary current FIG 3: Compensation voltage is generated by using secondary current as input and this voltage is required for driving the secondary current. The voltage generated V1 is proportional to the driving current J2 and the output voltage V3 is produced as an information signal. The advantage of above circuit is that instead of using Hall Effect sensors ordinary current transformers can be utilized to measure the ac current with a dc component .The above current sensor has the following properties: Even in the presence of primary current the current transformer gives accurate output. This circuit uses a relatively inexpensive and simple magnetic core. Stable over temperature and time. Primary current in in effected by noise. The voltage V3 is utilized further to obtain a dc voltage. For this purpose this ac output is passed by a rectifier circuit in order to obtain a dc voltage at the output. CHAPTER #03: MICROCONTROLLERS 3.1 INTRODUCTION: Microcontrollers are devices that have CPU, RAM, ROM, I/O ports, and timers all on a single chip. In other words all are embedded on a single chip. For applications in which cost and space are critical issue microcontrollers are preferred for their above mentioned features. Microcontroller is one of the major components of this design as it plays key role of the coordination between all the components. It inputs current signal and evaluates the theft. The result is then sent to remote office by connecting mobile to microcontroller. AT commands are used for communication between mobile and microcontroller. Microcontrollers are available with different instruction set, registers, speed, packaging and costs. There are many different types of microcontrollers. Freescales 6811, Intel 8051, Zilogs Z8, and PIC 16X from microchip technology are popular 8 bit microcontrollers. Nowadays 16 bit and 32 bit microcontrollers are also available. Microcontrollers are not compatible with each other because each has a different instruction set and registers. Certain important points must be kept in mind while selecting a microcontroller for a particular application. Firstly it must be able to satisfy all computational needs. These computational needs include capacity and speed. Speed: While choosing a microcontroller it should be operating at the speed that is required for the application Capacity: For certain applications programs are too long and they exceed on chip RAM capacity. Therefore it is necessary to consider on chip RAM memory. Secondly it must be compatible with devices used in application. This is an important issue. There are many microcontrollers which support only a particular baud rate and are incompatible with the devices that operate at the higher baud rate. Thirdly it must be available in required quantities and at the required costs. 3.2 POPULAR MICROCONTROLLERS: Two important microcontrollers that are widely used are 8051 and PIC. 3.2.1 8051 Family: There are many members of 8051 family which are produced by different vendors and have different features. Some of the well known are: 8051: 8051 was originally produced by Intel corporation .It has 4Kbytes ROM and 128bytes on chip RAM .Other products are 8052 and 8031 microcontrollers. These two have additional features such as increased ROM capacity, speed and timers. AT89C51:One of the most widely used 8051 microcontrollers is AT89C51 from Atmel Corporation. It is one of the most widely used from 8051 microcontrollers because of its easy availability and low cost. OTP version of 8051: One time programmable versions of 8051 are also widely used. Because of its low cost it is used for mass production. 3.3 PREVIOUS APPROACH: Earlier for project purpose Atmel89C51 was selected and ADC0808 was used along with it to convert current to digital. 3.3.1 ATMEL 89C51: It is one of the most commonly used controllers. The reasons behind its popularity are: It is widely available. Programming language is very simple. All its development tools are readily available. 3.3.1.1 Features: It is low powered and 8 bit microcontroller. 32 I/O lines. 6 interrupts 2 timers. 4K flash memory Serial programming is also possible. The figure below shows the pins of Atmel AT89C51. If AT89C51 is used for the current implementation then following points need to be considered: 3.3.1.2 Interfacing ADC With Microcontrollers: It does not have built in ADC therefore an external ADC is interfaced to entertain analog inputs. Normally ADC0808 and ADC0848 are used. 3.3.1.3 Serial communication: For serial communication it has built in UART mode. There is a special serial register known as SBUF. 3.3.1.4 ADC0808: As current is analog quantity and 8051 can only accept digital inputs therefore an ADC was needed .For this purpose ADC0808 was preferred as it is easily available in markets and compatible with 8051. Due to the compatibility issue atmel8951 was replaced by pic16F877A. 3.3.2 PIC: PIC stands for programmable Interface controller and it is made by microchip technology. PIC is widely preferred for industrial applications due to their low cost, capacity, extensive features and wide availability of development tools like its programmer, compiler etc. 3.3.2.1Features Of PIC: It follows Harvard architecture that is code and data spaces are separate. They even have a separate bus. This allows program and data to be fetched simultaneously. Code space is implemented as ROM whereas for data space we have general purpose RAM. However addressable data space is small. There is only one accumulator. Most of the PIC controllers are 8-bit microcontroller that all data should be in 8 bits and all operations are also performed in 8 bits chunks. They also support instructions, operations and commands that allow user to work on single bit. It has predefined instruction set with few changes for different versions .The instruction set includes instructions that support direct memory addressing as well as indirect addressing. It also supports conditions and branching. Newer versions of pic also have built in ADC into the microcontroller. PIC have hardware call stack which cannot be accessed through software. They save return addresses. TYPES OF PIC MICROCONTROLLERS: There are many PIC series of which well known are as follows: PIC17 SERIES PIC18 SERIES PIC32 SERIES PIC24 SERIES PIC16 SERIES For the project PIC16f877A is covered in detail therefore PIC 16 series is discussed briefly. 3.3.2.2 PIC16 Series: PIC16 Series are small, fast, and are available in most of areas. There are many different variants of pic16 series in which some have more I/O pins some have ADC, some have more memory. 3.4 CURRENT APPROACH: 3.4.1 PIC16F877A: For this project pic 16f877A has been used .The reasons behind using it were as follows: It is widely available in most of the areas. It has built in 10 bit ADC that was needed for our project. Its compiler and programmer were also easily available. It supports baud rate required for our application and it is compatible with devices that are used. It is relatively easy to program. The details of the pins are provided in the Appendix A 3.4.1.1 Features Of PIC16F877A: It is a 40 pin device 5 I/O ports A, B, C, D and E some pins are multiplexed so that they can be used for peripheral functions. 15 interrupts 8 A/D input channels 35 single word instructions and 1 instruction is composed of 14 bits. 20 MHz operating speed Data memory of 368 bytes EEPROM memory of 256 bytes 3 timers 2 analog comparators. 3.5 HARDWARE SECTION: Hardware design of PIC consists of combining different modules and devices with the controller that work together in order to attain information from the E-meter and read into the micro-controller. In this section ports, oscillators, registers of PIC that are used for implementing the design are briefly discussed: 3.5.1 Oscillator: External oscillator with a frequency of 12 MHz is used in order to achieve clock speed of 8MHz.The baud rate is set at 9600kbps. Internal oscillator of pic is not used. 3.5.2 I/O Ports: As the current has to be sensed through the microcontroller therefore portA is used and is configured for analog input (AN0 to AN7). Its corresponding direction register is TRISA. 3.5.3 Analog to Digital Converter Module: PIC16F877A has eight pins for Analog-to-Digital (A/D) Converter module. The conversion of an analog input signal results in a corresponding 10-bit digital number. It can even operate in sleep mode. The A/D clock must be derived from the A/Ds internal RC oscillator. The AD module has four registers adresh, adresl, adcon0 and adcon1. The 10 bit AD result is stored in adresh and adresl registers.ADCON1 is used for configuration of port pins. The operation of AD module is controlled through ADCON0. 3.5.4 USART: In order to generate alarm at remote office, controller is connected to mobile. The phone is connected to Universal Synchronous Asynchronous Receiver Transmitter (USART) module which is one of the two serial I/O modules of PIC16F877A. USART is also known as a Serial Communications Interface or SCI. USART uses standard Non-Return to- Zero (NRZ) format (one Start bit, eight or nine data bits and one Stop bit). The USART transmits and receives the LSB first. The transmitter and receiver function independently. 3.6 SOFTWARE DESIGN: 3.6.1 Development Tools: The code is written in pic basic pro language. The code is then converted to hex via microcode studio and hex code is loaded into pic16F877A through quad programmer. Microcode studio is used because its free version is easy available on internet. For compiler three header files are made. One file is used by compiler other is used by programmer. The file with the extension .BAS is used by pbp .Pbp then makes .ASM file from it. It then makes .ASM file from it. If code is error free then assembler required output file with hex code in it. This hex code is loaded in the pic by quad programmer. 3.6.2 Program Code: There are multiple parts of the software design, as the micro-controller plays many parts in the coordination of the instrumentation panel. Firstly internal ADC of the PIC16F877A is configured to sense the current. The next step for the code is to check if input is greater than 0 .If it is greater than 0 then a message is sent to remote office through mobile. For this AT commands are used that are specially made for communication between GSM modules and microcontroller. Other than the mentioned AT commands in the following table are in appendix B COMMANDS PURPOSE ATZ AT+CMGF 3. AT+CMGS 4. AT+CMGL Recall Stored Profile Message Format Send Message List Messages CHAPTER NO 04: WIRELESS ACCESS TECHNOLOGIES: 4.1 EVOLVING WIRELESS TECHNOLOGIES IN PAKISTAN: There are two important wireless access technologies that can be used within Pakistan and are feasible for our project and that are: WIMAX GSM 4.2 GSM TECHNOLOGY: For mobile telephony systems in the world, the most popular standard is GSM. The GSM Association estimated that 80% of the global mobile market uses the standard. 1.5 billion People across more than 212 countries and territories uses GSM technology for their benefits. This means that subscribers can use their phones throughout the world between mobile network operators, enabled by international roaming arrangements. GSM is considered a second generation (2G) mobile phone system because GSM differs from its predecessor technologies in that both signaling and speech channels are digital. GSM also facilitates the wide-spread implementation of data communication applications into the system. The GSM standard provides an advantage to both consumers, who may benefit from the ability to roam and switch carriers without replacing phones, and also to network operators, who can choose equipment from many GSM equipment vendors.GSM also pioneered cheapest implementation of the short message service (SMS), also called text messaging, which has since been supported on other mobile phone standards as well. A worldwide emergency telephone number feature is also provided by this standard. GSM also supports indoor coverage and may be achieved by using an indoor picocell base station, or an indoor repeater with distributed indoor antennas fed through power splitters, to deliver the radio signals from an antenna outdoors to the separate indoor distributed antenna system. When a lot of call capacity is needed indoors then these are typically deployed; for example, in airports or shopping centers. However, this is not a prerequisite, since indoor coverage is also achieved by in-building penetration of the radio signals from any nearby cell. The modulation technique used in GSM is Gaussian minimum-shift keying (GMSK). It is a kind of continuous-phase frequency shift keying. In Gaussian minimum-shift keying, the signal to be modulated onto the carrier is first smoothed with a Gaussian low-pass filter prior to being fed to a frequency modulator, so it greatly reduces the interference to neighboring channels (adjacent-channel interference). 4.2.1 GSM CARRIER FREQUENCY: GSM networks operate in a number of different carrier frequency ranges (separated into GSM frequency ranges for 2G and UMTS frequency bands for 3G), the most 2G GSM networks operating in the 900Â  MHz or 1800Â  MHz bands. The 850Â  MHz and 1900Â  MHz bands were used instead, Where these bands were already allocated (for example in Canada and the United States). In some countries the 400 and 450Â  MHz frequency bands are assigned In rare cases because they were previously used for first-generation systems. In Europe Most 3G networks operate in the 2100Â  MHz frequency band. Regardless of the frequency selected by an operator, it is divided into timeslots for individual phones to use. That is why it allows eight full-rate or sixteen half-rate speech channels per radio frequency. These eight radio timeslots (or eight burst periods) are further grouped into a TDMA frame. In the same timeslot half rate channels use alternate frames. The channel data rate for all 8 channels is 270.833Â  kbit/s, and the frame duration is 4.615Â  ms. The transmission power limited in a handset to a maximum of 2 watts in GSM850/900 and 1 watt in GSM1800/1900. 4.2.2 NETWORK STRUCTURE: The network is structured into a number of discrete sections: The Base Station Subsystem (the base stations and their controllers). The Network and Switching Subsystem (the part of the network most similar to a fixed network). This is also called the core network. The GPRS Core Network (the optional part which allows packet based Internet connections). For maintenance of the network, the Operations support system (OSS). 4.2.3 SMS MODES IN GSM: We have two types of SMS modes in GSM SMS Text Mode SMS PDU Mode The text mode (It is unavailable on some phones) is simply an encoding of the bit stream. It is represented by the PDU mode. There are several encoding alternatives when displaying an SMS message and Alphabets may differ. The most common options are PCCP437, PCDN, 8859-1, IRA and GSM. These are

Strategies That The Proponents Plan To Execute Marketing Essay

Strategies That The Proponents Plan To Execute Marketing Essay This chapter will include a clear discussion on the marketing strategies that the proponents plan to execute for the first 5 years of business operation in Singapore. Specific marketing strategies that include SMART objectives will be used to acquire the desired market share. It will also include the specific target market and positioning statement of the proposed product. Specific Target Market The proponents have decided to target the age group of male and female18 years old and above in the whole country of Singapore. Based on our GMID research, this age group accounts for more than 3.6 million of the total population in year 2010 and it is forecasted to increase to more than 4 million in year 2015. Singaporeans give much importance to their health. They become increasingly health-conscious, as expenditure in health sector remain strong the more this sector is viewed with high importance. Aside from ageing population of Singaporeans, it is also becoming a trend to the young generation (18 years old and above) to practice living healthily through taking health supplements and doing other health and wellness activities. The age group (18 yrs old and above) lives a busy lifestyle. They are active in different activities and are more prone in acquiring diseases. Trends in taking health supplements are now shifting to bigger target consumers. Children are now also advised by their parents to take food supplements especially those who are entering the real world industry. This is due to the fact that parents worry that their children are not getting enough nutrients because of the hectic lifestyle today. Competitive Review Cerebos Pacific Ltd Due to the companys dominance in vitamins and dietary supplements, Cerebos Pacific Ltd was ranked first with a value share of 5% in 2009 within overall consumer healthcare. This was mainly because the brand name became the first choice of the consumers. The market started to purchase their product because the company was able to establish good reputation among their consumers in providing quality products. In addition, its wide range of products catering to consumers from the young to the elderly contributed to its success in vitamins and dietary supplements. Cerebos Pacific Ltd positions itself in the high-end of the product categories. The establishment of its brands ensures that consumers remain willing to purchase their products. Strategies: Product Line Innovation Cerebos Pacific Ltd continues allot time and money to introduce innovative products to meet consumers demands. The company has research and development laboratory located in Singapore for product innovation purposes. In mid 2009, the company introduces Brands InnerShine Prune Essence to provide consumers with a liquid supplement that has both beauty and digestive benefits. Due to expansion of product line and product development, the company was able to gain more profit. They were able to cater bigger market and able to meet the demands of the consumers. This strategy was very effective because it gave positive outcomes in terms of profits and market. Extensive Advertising Cerebos Pacific Asia Ltd relied heavily on extensive advertising. The company does not target only the elderly but the young generation as well. To appeal to the younger generation, the company made MTV video jockey. The company also revamped the packaging of its child-specific vitamins and dietary supplements and renamed it to Brands AlphaMynd. The company believes this will enable them capture the taste of young generation because of its appealing packaging. Ricola Asia Pacific Ltd RAP is a well-known company because they produce products that are made from 100% natural herbs. The company uses the finest natural ingredients and is well known for soothing, refreshing and good tasting properties. Ricola is paying great attention to the selection of where and how the herbs for its products are to be grown. The company promotes natural cultivation in Swiss mountain areas, in good distance from major roads and agglomerations. Source: http://www.ricola.com/index.cfm?420FE8BA7A614BCA820514D4818D1042 Strategies: Good Taste Ricola Asia Pacific Ltd is well-known for producing herbal products are that refreshing and good in taste. The company in fact won the Best Taste Award in 2008 which proves that Ricola herbal products are unique and good in flavor. For after nearly 70 years, Ricolas Original Herb Candies have remained unchanged, as good as they always were: hard and slightly rough on the outside, wonderfully mild and delicious inside. Ricola has been blending 13 precious medicinal herbs from Switzerland with the same delicious recipe. The mix is particularly effective for colds, coughs and hoarseness, always refreshing and has that fabulous, unique flavour. Focus on health Ricola Asia Pacific Ltd is known for producing herbal products that are made from 100% natural ingredients. For the past 70 years, the company has emphasized all natural and good health in its marketing campaigns. Ricola emphasized to their consumers that the company uses only herbs that comes from natural cultivation and healthy to human body. Comes in convenient packs Ricola offer their products in convenient packs. The company wanted to promote herbal products to be a daily use to the consumers. The company introduced the convenient click-shut box pack that fits any pocket and is ideal for travelling. With this strategy, the company emphasized in their marketing campaign Never be without your favourite Ricola candies again and enjoy the smooth, soothing flavour of natural mountain herbs in a variety of selected flavours wherever you are. Positioning Statement Tagline : ZILI Plus: Spice your life, the healthy way! Catchy taglines act as an edgy marketing tool in defining the business and product. The proponents have decided to use ZILI Plus: Spice your life, the healthy way as the tagline for the proposed product. This gives the target market the idea that our product is all about health. ZILI Plus is a food supplement made from all natural cayenne pepper. Cayenne pepper is one of the most powerful herbs in the world because of its benefit to human body. It is made out of vegetable capsules which has the highest concentration of Capsaicin among other pepper herbs. Capsaicin found in cayenne pepper contains Vitamins A, B, C and K. It stimulates blood circulation and digestion and contributes significantly to a healthy heart and strong peripheral circulation. Market Positioning: Health and dietary supplements with 3 powerful health benefits in one capsule The market positioning statement states how the proponents want the public to perceive the proposed product. In this case, we want the public particularly Singaporeans to view our product as a health and dietary supplement which differs from other products due to the three benefits that it offers healthy heart, stimulates digestion and healthy blood circulation. Marketing Objectives and Strategies FIRST YEAR OPERATION: 2012 Product Strategy Objective To be able to introduce and launch ZILI Plus in Singapore in the first term of year 2012 To create brand awareness among majority of our target market which are male and female ages 18 and above in Singapore by the end of year 2012 Product Description: ZILI Plus is made from all natural cayenne peppers. Cayenne peppers contain capsaicin compound which is used to stimulate blood circulation and digestion. The proposed product serves as a food supplement which can be used to prevent diseases related to heart, digestive and circulatory system. It contains highly concentrated capsaicin found in no other herbal products; Used in cleansing the digestive tract and helps peripheral blood circulation. Unique Selling Proposition: Three health benefits in just one capsule For healthy heart, stimulates digestion and healthy circulation Strategy: ZILI Plus is not just ordinary food supplement. It is 100% herbal product. It is made from all natural grounded cayenne pepper. This product is not just designed for adults but also for young ones who also seeks to live a healthier lifestyle. Proponents want to change the thinking of people that herbal food supplements are only for by adults. Now, food supplements are taken not only by the adults but also by the teens. Joining the trade fairs The proponents will introduce ZILI Plus in Singapore through joining trade fairs in 2011, the year before the product will be launched. This will be able to help the company create brand awareness among majority of the potential customers in Singapore by the end of the year 2012. There are several trade fairs held in Singapore year after year and it includes health related fairs. Distribute flyers to the general public The proponents will instruct our potential distributors in Singapore to distribute the flyers to the public in the major streets and roads in Singapore. This will be able to increase brand awareness and let the public know that the proposed product is now available in the Singaporean market. Pricing Strategy Objective To be able to sell ZILI PLUS at a price of SGD 15 in Singapore Strategy: The proponents decided to use comparative pricing strategy during the first year operation in Singapore. Comparative pricing is a strategy where in the seller takes into account competitors pricing. For our case, the average price of 60 capsule health supplement bottle is sold at an average price of $15. Through this strategy, the competitors would be able to directly compete with the existing food supplements available in Singapore. Base from research, Singaporeans are quality based purchasers. They consider the quality and benefits that they will get from the product. They weigh the benefits offered by a certain product with another product before buying it. Export Sale Export Sale (PHP) (SGD) Factory price 163.2 4.8 FOB Manila cost 54.74 1.61 subtotal 217.94 6.41 Exporter mark up 50% 108.97 3.21 subtotal 326.91 9.62 Importer mark up (30%) 183.07 5.38 Final selling price 509.98 PHP 15.00 SGD Exchange Rate: As of March 6, 2011 1 SGD = 34 PHP Factory Price of product PHP SGD Direct Materials 40.8 1.2 Direct Labor 51 1.5 Factory Overhead 71.4 2.1 Product Cost 163.2 4.8 Place/Distribution Strategy Objective: To be able to maximize the availability of ZILI Plus in major health stores in Singapore from 2012 onwards Strategy: Terms of Distribution The proponents have decided to use indirect selling in distributing our product in the market. ZILI Plus will be exported to Singapore via Ship and FOB shipping point. The proposed product will be distributed to largest retailing stores in Singapore who will be selling it to market. This will able to create brand awareness to our target consumers thus expanding our market and increase sales. Illustration 6.1 Distribution Channels in Singapore Source: Trade Sources and Market Observations Small shops illustrated in the diagrams include family owned and operated organic food and health food businesses; some are single site operations, while others have multiple outlets. It also involves large chains of health food shops, pharmacies, personal care shops and specialist nutrition retailers. Pharmacies and health food shops located on the premises of Singapores hospitals are also classified under the small shops. GNC as distributor of ZILI Plus in Singapore Global Active Limited (GNC / General Nutrition Center) Global Active Limited is the leading retailer of Health and Nutritional Supplements in Singapore. The company strives to provide a complete range of nutritional products to its customers The popular brands that Global Active Limited offer includes LAC, NURTURE, EAS, Muscletech, Optimum Nutrition, GU Energy Gel, Nutrition Now, BSN, Cytosport, Pacific Health, Solaray, Lily of the Dessert, Rainbow Light, MHP and Natural Balance. Global Active Limited has the widest selections under categories such as Vitamins Minerals, Lifestyle Formulas, Weight Watchers, Food Supplements, Sports Nutrition, Herbal and Beauty Care. The company is the sole franchisee for GNC in Singapore. GNC is the worlds largest chain of health food and has 7,000 GNC stores worldwide. Have a total of 55 outlets currently operating in Singapore. Importer-Distributor-End User The proponents would like to use the importer-distributor/retailer-end user method of distribution during the first year of operation. The importer and distributor will serve as the intermediary between the proponents and the end user in Singapore. The proponents chose Global Active Limited to be the importer and distributor of our product to the end users. It is already assumed that these intermediaries will surely place a margin over the original price of the product. The proponents prefer to have Global Active Limited GNC to be the retailer of our product during our first year operation because of its long existence in the market. The company already established a name in the market and have gained the trust of the public. It is important for choose a retailer with good reputation because they will be the representation of what the product is all about. The company is known for selling only quality products at an affordable price. LIST OF GNC OUTLETS IN SINGAPORE [emailprotected] City Link Anchor Point Shopping Centre Centrepoint Ang Mo Kio Hub Chinatown point Arcade City Square Mall Bedok Central Clementi Central Bugis Junction Compass Point Bukit Merah Central Fuan IT Mall Bukit Panjang Plaza Great World City Bukit Timah Plaza Harbour Front Centre Chevron House Forum Hougang Mall IMM ION Orchard Guthria House Junction 8 Holland Viallage Jurong Point Guthrie House Liang Court Internationla Plaza Lot 1 Millenia Walk Nex Mall Novena Square NorthPoint Paragon Marina Square Parkway Parade Raffles City Suntec City Tampines Mall Takashimaya Tanglin Mall Tao Payoh Vivocity West Mall White Sand West Coast Plaza TRANSPORT TIME (MANILA PORT SINGAPORE PORT) Port of Loading : Manila, PH Port of Discharge : Singapore, SG Transport Time : 4 days and 2 hours Distance : 1373 nautical miles Vessel Speed : 14 knots Source:http://www.searates.com/reference/portdistance/?fcity1=11602fcity2=12117speed=14ccode=9030 Promotion Strategy Objective: To be able to acquire 0.5% of the total market share at the end of December 2012 Strategy: The proponents decided to use push strategy in promoting the proposed product to the distributors/retailers in Singapore. Distributors/retailers will then be the ones who will market our product to the end consumers. In our first year operation, GNC will be the distributor of ZILI Plus. Retailers/ Distributors, the medium to reach consumers/ end users are very important factor in distribution. Proponents must be able to convince them that the product will be a great opportunity for them to increase their profit. Once proponents are able to convince retailers/distributors that ZILI Plus will be beneficial for them, it will now be sold in their stores and it can reach the end users. Good reputation of GNC GNC has been existing in the market for quite some time. They are known for selling only quality health related products. They were able to gain the trust of the public through maintaining a good reputation and ensuring the public that all their merchandises are safe and of quality standard. The proponents are taking the opportunity and use this to gain the trust of the public. Since GNC will be our distributor, it basically sends the message to the public that ZILI Plus is safe and made from quality ingredients. Online advertisements: Proponents will be utilizing the power of the internet to reach to a wide target audience. A company website will be created to give knowledge to the public that such company exists. It will contain all the basic information about the company and the product lines the company is selling. The website will be submitted to major search engines like the Google and Yahoo. This will enable the company to reach the target market easier. Online advertisement is a means to create brand awareness. If people want to know more about the product all they have to do is just type it in their local search engines and click it. Trade fairs The proponents plan to join trade fairs which mainly focus on health to further promote the product. It will create brand awareness among retailers in Singapore and at the same time promote it to the locals. Other promotions will include flyers and brochures for the proposed product. This will highlight the three main benefits of the product namely a healthy hearts, stimulates digestion and healthy blood circulation. These advertisements must be captivating to ensure that the market will be attracted to it. Green will be the colour for main colour to be used in the proposed product because it represents nature and it also says healthy. We want our product to be known for its all natural ingredients and benefits for the body. Contingency Plan 2012: In any case that the marketing plan set up for year 2012 may fail due to unfortunate events that may occur, the proponents prepared a backup plan that should be executed immediately. The only problem that may occur is that the public might not respond well to the product due to the fact that the brand is new in the market. It can be assumed that promotional strategies may not be enough for the market to see the benefits of the product. So to resolve this problem, additional promotional strategies may be asked from the potential distributor GNC. Proponents will negotiate with GNC that further promotion may need to be executed like putting an ad in their local newspaper or coming up with more flyers. SECOND AND THIRD YEAR OPERATION: 2013-2014 Product Strategy Objective To be able to a acquire 1.4% of the total market share in Singapore by the end of December 2014 Strategy: During the second and third year of operation, the proponents would like to increase the market share in Singapore as stated above. Apparently, before the proponents can be successful in increasing the market share, brand awareness should also be increased. Assuming that the first year operation was successful, the proponents plan to continue what has been done during the first year and make some improvements. We will ensure that the production will be efficient and yet meeting the quality standards. Quality is the most important asset of the proposed product. The consumers will choose our product over the others due to its quality. To accommodate the increasing potential consumers, production will be doubled from 2100 bottles per day to 4200 bottles per day. Pricing Strategy Objective To be able to maintain the retail price of ZILI Plus at S $15 Strategy: The proponents will still stick to the pricing strategy used during the first year operation which is comparative pricing. Since the product is still new in the market, it is not yet advisable to increase the price of ZILI Plus. We will still maintain the price of SGD 15 per bottle. Assuming that we are profitable during the first year operation, we are confident that profit will increase as brand awareness continues to arise. Place/Distribution Strategy Objective To be able to maximize the availability of ZILI Plus in major health stores in Singapore from 2012 onwards Strategy: The proponents again will use the traditional importer-distributor/retailer- end user method of distribution. During this 2013-2014 operation, the proponents are planning to make the product available in more stores through having additional distributor which is the Unity NTUC Healthcare. Unity NTUC Healthcare is also one of the top retailers of health supplements in Singapore. In this case, Unity will also be the importer. Numerous people visit their stores everyday to purchase health supplements. There are more than 25 Unity NTUC Healthcare stores in Singapore today, so basically they can help promote our product. More people will be exposed to the proposed product because of the availability of it in several stores. It can also result to increase in brand awareness. Trade discounts will also be offered to our potential distributors to be able to convince them to sell ZILI Plus. Through this, distributors may tend to purchase/order more because trade discounts will be offered when the distributors are willing to purchase more. It will also be a way to convince these retailers to market the product for us in Singapore. Unity NTUC Healthcare as Distributor Unity NTUC Healthcare is the largest healthcare cooperative in Singapore. Currently operates 48 Unity pharmacies across Singapore Unity NTUC Healthcare delivers superior range of health and wellness products and services, served by warm and professional staff, pharmacists, physicians, therapists and dentists. Unity NTUC Healthcare range of merchandise focuses on stay well along with get well aspect of health. LIST OF UNITY NTUC HEALTHCARE IN SINGAPORE Ang Mo Kio Hub Plaza Singupura Bedok Pungool Plaza Bishan Raffles cIty Bukit Batok RivervalePlaza Bukit Merah Central Serangnoon Central Bukit Panjang Plaza Singapore Post Centre Bukit Timah Plaza Suntec City Clementi Tanpines Mall Dawson Place Tamplines One Eastpoint Mall Thomson Plaza Fortune Centre Tiong Bahru Plaza Great World City Tao Payah Lorong 4 Harbour Front Centre Tampines Street 83 Hiugang Tanglin Mall Hougang Point Tao Payoh Lorong 4 Jurong East West West Coast Plaza Jurong Point White Sands Shopping Centre Lot 1 Shoppers Mall Woodlands Civic Centre Marine Parade Yew Tee Point New Upper Changi Yishun Sources : https://www.ntuclink.com.sg/linkpoints/merchants/merchant_subdetail.aspx?id=78 Promotion Strategy Objective To be able to increase profit by 5% during the end of December 2014 Strategy: The proponents will continue to use the push strategy in which proponents will market the product to the distributors/retailers. We believed that this strategy will be able to help us increase our sales and boost product awareness. Since it is apparent that using push strategy is successful, the proponents are now taking the next step through adapting to another strategy which is the pull strategy. Pull strategy involves motivating customers to seek out your brand in an active process. Of course to make this strategy successful, participation from distributors will be needed. The proponents will ask the distributors to make our product more visible to the public through making their sale displays attractive especially for our product. On the other hand, we are confident that a distributor like GNC will sell our product is because the brand doesnt offer a product like ours. Their products are more on specialized like food supplements for a healthy heart but nothing can directly compete with our ZILI Plus. Online advertisements will still be utilized to further increase the brand awareness and information can be accessible to everyone. The website will also include other promotion strategies which will be used to further promote the product. The company will continue to join trade fairs in Singapore to which will promote overall well-being and health. During this year the proponents are planning to sponsor seminars which will highlight the importance of health or health related. Through this, brand awareness will be created hence giving the company an edge in the market. The company can also establish a good reputation in Singapore by exercising social responsibility and showing that the company cares for the overall well-being of the people and not just about profits. Contingency Plan: In case that marketing plan for year 2013-2014 is not a success, the proponents will have to make certain adjustments. Like instead of comparative pricing, the product will now be sold at a lower price using the market penetration strategy. This will probably help the proponents to increase profit. The market may not respond well to the product due to its still early and brand recognition is not yet widespread. Also, proponents may have additional promotion strategies like giving promos like buy one take one or handing out sample products. Through this, consumers can try how effective ZILI Plus can be and the benefits they can get from it. Sometimes giving out freebies results to brand awareness or brand recognition. Practically because people gets attracted to free stuffs. FOURTH AND FIFTH YEAR OPERATION: 2015-2016 Product Strategy Objective: To be able to increase the market share up to 3% by the end of December 2016 Strategy: During this time, the company have already established a name and the product is already known to the locals in Singapore. This will lead to increase in demand hence the company is now operating full-time. Machines will run for 24 hours a day with 3 shifts of employees. Comes in convenient packs Now that the company is on its 4th and 5th year operation, products will now be offered in blister packs to further answer the needs of the market. Seeing how well the market responded o the product, proponents want to offer the product in bottle or in blister packs. This will give the consumers convenience in carrying around with them the ZILI Plus capsules. Whether going to work or just having relaxing day outside of their homes, it is still necessary to look out for their health and take ZILI Plus. Pricing Strategy Objective: To be able to increase profit by 5% by the end of December 2016 Strategy: During the 4th and 5th year of operation, the proponents plan to price the product a little bit higher compared to the competitors. Using premium pricing will be able to highlight the unique features of the product. It will also reflect how well the market is responding to the product. Premium pricing will be able to emphasize that the product is differentiated from the others due to its 3 in 1 benefits. Proponents want to give emphasis to the fact that though the product is priced a little bit higher; every cent is worth it due to the added value they will be receiving. Health is wealth as they say and its not a practical thing to bargain for it. Based from the GMID Euromonitor, Singaporeans doesnt really mind if the price is high as long as benefits are met and exceeded. Quality of the product is important especially when it comes to health goods because it is their health we are talking about here. They want to make sure that manufacturer can be trusted thats why proponents chosen to use distributors with good public reputation. Place/Distribution Strategy Objective: To be able to maximize the availability of ZILI Plus in major health stores in Singapore from 2012 onwards Strategy: During the fourth and fifth year of operation, proponents decided to have another distributor in Singapore which is the Natures Farm. This company is known for retailing local and foreign brands food supplements. Like GNC, they also have their own brands for health supplements. Hundreds of people visit their stores because of the convenience they provide. They are known to offer a wide variety of health supplements in capsules or in tablets. The proponents are confident that Natures Farm would be able increase our sales through being one of our distributors. Just like with the previous distributors, Natures Farm will also be offered trade discounts to persuade them to have bulk orders. Natures Farm as Distributor Natures Farm is the first specialty health supplement retail chain in Singapore that offers comprehensive range of quality health supplements suitable for modern Asians at great convenience. Natures Farm has successfully positioned itself in the market as a leading modern, Asian health food store supplier of quality natural health food at reasonable prices. The retail company is committed to deliver the highest quality nutritional and health food supplements at the best value to customers. The companys range of health products includes vitamins and minerals, diabetic and organic food and health supplements. Natures Farm has 27 small shops operating in Singapore. LIST OF NATURES FARM OUTLETS IN SINGAPORE CENTRAL REGION EAST / NORTH EAST REGION Bugis Junction Compass Point Ngee Ann City Tampines Mall Junction 8 Parkway Parade Centrepoint Shopping Centre Nex Serangoon Great World City WEST REGION United Square IMM Building Toa Payoh Central West Mall Marina Bay Sands Jurong Point Shopping Centre NORTH REGION Bukit Timah Plaza Thomson Plaza SOUTH REGION Ang Mo Kio Hub Chinatown Point Causeway Point Marina Square Northpoint Shopping Centre The Arcade International Plaza Suntec City Mall Promotion Strategy Objective: To be able to increase the market share up to 3% by the end of December 2016 Strategy: Extensive Advertising The proponents are now on its 4th and 5th year operation. Brand awareness among majority of the potential customers in Singapore is acquired and the brand is now known all over Singapore. Assumin

Othello †How it Ranks Essay -- Othello essays

Othello – How it Ranks  Ã‚         In the context of thousands of plays written by hundreds of dramatists since 500 years prior to the time of Christ, how does William Shakespeare’s play Othello rank? In this essay let us find the proper place for this play, and consider critical opinion in the process.    Othello would appear to have a beauty about it which is hard to match – thus ranking high. Helen Gardner in â€Å"Othello: A Tragedy of Beauty and Fortune† touches on this beauty which enables this play to stand above the other tragedies of the Bard:    Among the tragedies of Shakespeare Othello is supreme in one quality: beauty. Much of its poetry, in imagery, perfection of phrase, and steadiness of rhythm, soaring yet firm, enchants the sensuous imagination. This kind of beauty Othello shares with Romeo and Juliet and Antony and Cleopatra; it is a corollary of the theme which it shares with them. But Othello is also remarkable for another kind of beauty. Except for the trivial scene with the clown, all is immediately relevant to the central issue; no scene requires critical justification. The play has a rare intellectual beauty, satisfying the desire of the imagination for order and harmony between the parts and the whole. Finally, the play has intense moral beauty. It makes an immediate appeal to the moral imagination, in its presentation in the figure of Desdemona of a love which does not alter ‘when it alteration finds’, but ‘bears it out even to the edge of doom’. (139)    The play is so quotable; consider Desdemona’s opening lines before the Council of Venice: â€Å"My noble father, / I do perceive here a divided duty,† or Othello’s last words: â€Å"Killing myself, to die upon a kiss.† Could the continuing reputat... .... San Diego: Greenhaven Press, 1996. Reprint from â€Å"The Noble Moor.† British Academy Lectures, no. 9, 1955.    Heilman, Robert B. â€Å"The Role We Give Shakespeare.† Essays on Shakespeare. Ed. Gerald Chapman. Princeton, NJ: Princeton University Press, 1965.    Levin, Harry. General Introduction. The Riverside Shakespeare. Ed. G. Blakemore Evans. Boston: Houghton Mifflin Co., 1974.    Shakespeare, William. Othello. In The Electric Shakespeare. Princeton University. 1996. http://www.eiu.edu/~multilit/studyabroad/othello/othello_all.html No line nos.    Wright, Louis B. and Virginia A. LaMar. â€Å"The Engaging Qualities of Othello.† Readings on The Tragedies. Ed. Clarice Swisher. San Diego: Greenhaven Press, 1996. Reprint from Introduction to The Tragedy of Othello, the Moor of Venice by William Shakespeare. N. p.: Simon and Schuster, Inc., 1957.    Othello – How it Ranks Essay -- Othello essays Othello – How it Ranks  Ã‚         In the context of thousands of plays written by hundreds of dramatists since 500 years prior to the time of Christ, how does William Shakespeare’s play Othello rank? In this essay let us find the proper place for this play, and consider critical opinion in the process.    Othello would appear to have a beauty about it which is hard to match – thus ranking high. Helen Gardner in â€Å"Othello: A Tragedy of Beauty and Fortune† touches on this beauty which enables this play to stand above the other tragedies of the Bard:    Among the tragedies of Shakespeare Othello is supreme in one quality: beauty. Much of its poetry, in imagery, perfection of phrase, and steadiness of rhythm, soaring yet firm, enchants the sensuous imagination. This kind of beauty Othello shares with Romeo and Juliet and Antony and Cleopatra; it is a corollary of the theme which it shares with them. But Othello is also remarkable for another kind of beauty. Except for the trivial scene with the clown, all is immediately relevant to the central issue; no scene requires critical justification. The play has a rare intellectual beauty, satisfying the desire of the imagination for order and harmony between the parts and the whole. Finally, the play has intense moral beauty. It makes an immediate appeal to the moral imagination, in its presentation in the figure of Desdemona of a love which does not alter ‘when it alteration finds’, but ‘bears it out even to the edge of doom’. (139)    The play is so quotable; consider Desdemona’s opening lines before the Council of Venice: â€Å"My noble father, / I do perceive here a divided duty,† or Othello’s last words: â€Å"Killing myself, to die upon a kiss.† Could the continuing reputat... .... San Diego: Greenhaven Press, 1996. Reprint from â€Å"The Noble Moor.† British Academy Lectures, no. 9, 1955.    Heilman, Robert B. â€Å"The Role We Give Shakespeare.† Essays on Shakespeare. Ed. Gerald Chapman. Princeton, NJ: Princeton University Press, 1965.    Levin, Harry. General Introduction. The Riverside Shakespeare. Ed. G. Blakemore Evans. Boston: Houghton Mifflin Co., 1974.    Shakespeare, William. Othello. In The Electric Shakespeare. Princeton University. 1996. http://www.eiu.edu/~multilit/studyabroad/othello/othello_all.html No line nos.    Wright, Louis B. and Virginia A. LaMar. â€Å"The Engaging Qualities of Othello.† Readings on The Tragedies. Ed. Clarice Swisher. San Diego: Greenhaven Press, 1996. Reprint from Introduction to The Tragedy of Othello, the Moor of Venice by William Shakespeare. N. p.: Simon and Schuster, Inc., 1957.   

Jackson Sucks :: essays research papers

Jackson Sucks (The obvious, and not so obvious reasons) If there was a website for this story it would be www.jacksonhighsucks.edu. Theres no other way to say it simply†¦Jackson is the worst thing since Alf. Being a senior, that means I have been here for four years (Sadly, this is the only thing I have ever learned from this establishment.) Yes, that’s four years of pain and misery, so I will detail to you why Jackson has been such a torture. O.K. maybe it wasn’t such a torture but you know what I mean. Don’t get me wrong I love high school, and it will suck to be leaving this place to go to college (Western Washington University!! GO Vikings woo!!! Extreeeeme!) but at the same time I am ready to leave this dump. I constantly hear on a day to day basis in the hallways rants and ravings about how this school sucks, so obvious or not it is not only me. Everyone loathes school, but what makes Jackson so different that it sucks so much compared to other schools? I mean, what sets it apart that makes it so unique? Today I will bring up a couple points with you. Some reasons why Jackson sucks is because of the academic quality Jackson possesses, the administration, the ASB (Or lack thereof), the student body (YOU), and finally school lunches. School lunches First we will tackle the most important of issues I want to discuss. School lunches. A look at these lunches will surely disappoint any student. Not only a student, but if some Somalian kid were to dine at our very very fine five star establishment, they would be like â€Å"Whats going on? Wheres the food? I WANT THE FOOOOOD!!" You often hear people rant and rave about cafeteria food, you could have heard this through movies, or just from peers. Jackson is no exception. While I will give the food here at Jackson a passing quality factor, the measly portions lead me to believe the schools on some type of welfare system. Its about 11:30, and many students haven’t eaten some breakfast, so they are starving. So starving they are at the point of eating REAL baby back ribs (*background noise* â€Å"that’s what I’m talking about!†) if you catch my drift. The lines are long and there is absolutely no space to even move. There is such a lack of space for moment that there is an occasional jerk face that is walking out with this food and bumps you with his turkey gravy platter and blotches gravy excrement’s on to your face which scolds and blisters.

Alcoholism Essay -- Alcohol Addiction Dependence

Alcoholism Alcohol Dependence is a disease characterized by: a strong need or compulsion to drink, the frequent inability to stop drinking once a person has begun, the occurrence of withdrawal symptoms (nausea, sweating, shakiness) when alcohol use is stopped after a period of heavy drinking, and the need for increasing amounts of alcohol in order to feel an affect. Most experts agree that alcoholism is a disease just as high blood pressure, diabetes and arthritis are diseases. Like these other diseases, alcoholism tends to run in the family. Drinking alcohol is not the only factor that leads to alcoholism, it is a chronic disease that leaves an everlasting effect on the person's life and his family. The basic difference between the social drinker and the alcoholic is the way he drinks and the effect alcohol has on him. How much a person consumes is not the determining factor. An alcoholic might not have drink for a month, but when he does, he cannot stop. A social drinker could have a drink a number of times per week. That does not make him alcoholic. A problem drinker drinks to escape from unpleasant realities whereas the social drinker drinks to complement an event. The alcoholic becomes both physically and psychologically addicted to alcohol. The social drinker does not. Therefore, I have been researching to gather the facts that distinguish a social drinkers and an alcoholic and what divides people into these two categories. In other words, why do people belonging to these two categories have different effects on them? Alcoholism 2 is a disease and that is why alcohol has different effects o... ...ted Hanna, Eleanor & Grant, Bridget. Alcoholism. Clinical and Experimental Research 1999: p513-22. Lieb, J. & Young, P. TREATMENT OF ALCOHOLISM AS A CHRONIC DISORDER. EXS 1994: 349-59 Martin, Don & Martin, Betty. The Ultimate Wine Book. California: Pine Cone Press, 1993. Miller, K. A Case-Specific Approach to the Treatment of Alcoholism. Journal of Substance Abuse Treatment 1994: 35-44. Niemela, O. Oral Nalmefence HCL for Alcohol Dependence. Alcoholism, Clinical & Experimental Research 2006: 1162-7. Parker, Frederick. A Comparison of the Sex Temperament of Alcoholics and Moderate Drinkers. American Sociological Review, Vol. 24 January, 1959: 366-374. Ries, Janet. Public Acceptance of the Disease Concept of Alcoholism. Journal of Health and Social Behavior, Vol. 18, No. 3 Sep., 1977: 338-344. Alcoholism Essay -- Alcohol Addiction Dependence Alcoholism Alcohol Dependence is a disease characterized by: a strong need or compulsion to drink, the frequent inability to stop drinking once a person has begun, the occurrence of withdrawal symptoms (nausea, sweating, shakiness) when alcohol use is stopped after a period of heavy drinking, and the need for increasing amounts of alcohol in order to feel an affect. Most experts agree that alcoholism is a disease just as high blood pressure, diabetes and arthritis are diseases. Like these other diseases, alcoholism tends to run in the family. Drinking alcohol is not the only factor that leads to alcoholism, it is a chronic disease that leaves an everlasting effect on the person's life and his family. The basic difference between the social drinker and the alcoholic is the way he drinks and the effect alcohol has on him. How much a person consumes is not the determining factor. An alcoholic might not have drink for a month, but when he does, he cannot stop. A social drinker could have a drink a number of times per week. That does not make him alcoholic. A problem drinker drinks to escape from unpleasant realities whereas the social drinker drinks to complement an event. The alcoholic becomes both physically and psychologically addicted to alcohol. The social drinker does not. Therefore, I have been researching to gather the facts that distinguish a social drinkers and an alcoholic and what divides people into these two categories. In other words, why do people belonging to these two categories have different effects on them? Alcoholism 2 is a disease and that is why alcohol has different effects o... ...ted Hanna, Eleanor & Grant, Bridget. Alcoholism. Clinical and Experimental Research 1999: p513-22. Lieb, J. & Young, P. TREATMENT OF ALCOHOLISM AS A CHRONIC DISORDER. EXS 1994: 349-59 Martin, Don & Martin, Betty. The Ultimate Wine Book. California: Pine Cone Press, 1993. Miller, K. A Case-Specific Approach to the Treatment of Alcoholism. Journal of Substance Abuse Treatment 1994: 35-44. Niemela, O. Oral Nalmefence HCL for Alcohol Dependence. Alcoholism, Clinical & Experimental Research 2006: 1162-7. Parker, Frederick. A Comparison of the Sex Temperament of Alcoholics and Moderate Drinkers. American Sociological Review, Vol. 24 January, 1959: 366-374. Ries, Janet. Public Acceptance of the Disease Concept of Alcoholism. Journal of Health and Social Behavior, Vol. 18, No. 3 Sep., 1977: 338-344.

Theme of Feminism in The Women Who Walked into Doors

The Women Who Walked Into Doors The Feminist lens allows us to view a piece of literature from a different perspective. It applies the perspective of feminism to a certain piece of literature. There are a large number of feminism literary theories and all with a different angle of viewing the literature. Some theories look at the way words and symbols in the book are gendered. Other theories show the difference of writing between male and female authors.Many theories also focus on stereotypes and inequalities of women's ights and how they are symbolized in a book. Basically the feminist lens helps you analyze a book based on the philosophies and views of modern day feminism the any piece of literature. The Women Who Walked into Doors is a book about a woman named Paula and her struggle against her abusive husband that spent the 17 years of their marriage beating and abusing her. I am pretty sure that everyone who has read this book agrees that it is really a feminist novel with Roddy Doyle, the author, really trying to explore the life a woman's mind under abuse.The first signs of feminism come early in the book. Paula seems to be attracted to a guy named Charlo Spencer who is considered to be a â€Å"ride†, a term used to define an attracting looking person. We see the idea that women are into â€Å"bad boys† demonstrated by Paula when she falls for Charlo. She states how he looks sexy with his cigarette, a leather jacket, and blue denim Jeans. This was a typical description of a â€Å"bad boy' in the 90's. She also stated that he had a criminal record as if it were a good thing and rather attractive.As the novel progresses a lot of feminist theories are presented such as the audacity is young women in the 90's and even in current times. Paula is a risk taker and likes to explore around and not really afraid of consequences. This again touches on the feminist theory that women tend to be irrational decision makers in their late teenage hood. A p erfect example from the book is when Paula ignored her father's view on Charlo when he made it obvious he hated Charlo and said he is a criminal.However later in the novel as she grows older she realizes her father was right and only trying to protect her. This again supports the idea that during a stage of their life, women tend to make stupid decisions that they will regret later on in life. After Paula gets married to Charlo and the abuse and beatings start Roddy Doyle really starts to push some strong feminist theories through. One of the most important being the reliance that a woman has towards a man and really takes this idea to its peaks.This is portrayed by Paula throughout most of the novel, even though Charlo beats, rapes, and abuses her she still says she loves him and she can't leave him. For the sake of her own safety and well being she was not willing to let go of the man who she loved yet who abused her. This is supposed to show how women are dependent on men and bei ng beat by a man is better than not having one. Finally he most important theory being presented I believe is the imbalance of power between men and women and the breaking point ot a woman's tolerance towards abusive behavior.Throughout their marriage Paula has been powerless by not being able to make any choices or have any say in how things are done, because if she were to speak up she would likely get beaten by Charlo. This shows the imbalance in power and inequality in women's rights in the 90's when this book was written. Also even if Paula wanted to leave Charlo she did not have the power to on her own. However the idea presented is that women behave only like this is the problem is etween husband and wife, in the novel, when Charlo looks at Nicola, his oldest daughter, in a dirty way as if he wants to harm her is when Paula's breaking point is reached.She takes a frying pan and beats him down in the kitchen then kicks him out of the house for good. This brings us to the idea that when women's will not stand up for themselves but when their children are targeted they do the unthinkable to protect them. The fact that this book was written by a male author is really impressive for how he constructed the book from a females perspective and make it so effective in sending its messages and impacting on the reader.

Caryl Phillips Cambridge

In Caryl Phillips Cambridge, Phillips begins by introducing Emily, a young upper-class white woman, who is sent to the West Indies for three months to inspect her father's sugar plantation. By constructing the novel into several distinctive voices, he exposes to his readers multiple points of view surrounding the novel's fictional world. The first section of the novel is in the form of a journal, narrated by Emily herself, and gives readers a sense of Emily's identity through her depictions of her surroundings. Phillips takes a gendered narrative approach to explore eurocentric influence in the depictions of black womanhood during the African Diaspora and how it has affected the conceptualization of race in the past and present. Emily often finds the need to express her disgust of the appearances of black women. Setting forth towards her father's estate, Emily is accompanied by a white gentleman, a negro driver, and a negro woman. Observing the woman, Emily states, â€Å"Her toothless gums were visible through her thick and open lips, and her church hat failed to mask her sad, unfeminine baldness† (21). Emily justifies her revulsion of the woman's appearance based on her skewed perception of femininity. Because she does not meet eurocentric beauty ideals, her appearance is not seen on her own terms but rather criticized by someone who does not share her culture nor values. Emily uses the terms â€Å"toothless† and â€Å"bald† to highlight the black woman's unappealing features and therefore, she reinforces the idea that Black women are less feminine than other women. Such depictions take an immeasurable toll on Black women, who have to constantly challenge the notion that they are less feminine, that their blackness is something curious, or difficult to handle to white standards. Despite the fact that what is considered to be â€Å"feminine† and â€Å"beautiful† is constantly changing, it does so in a way that continues to revolve around a Eurocentric standards. Emily's faulty depictions preserve the idea that white people are superior in many ways to black people, and therefore, they have the right to assert their dominance over other races. In the past, science was used to justify â€Å"white supremacy,† where attributes of European culture were used to create a rationale for European authority. European slave traders used â€Å"scientific racism† to justify their preconceived notions that Blacks were not people but property, therefore they lacked basic fundamental rights. Upon arriving at the luncheon, Emily sets eyes on Christiana; unhappy with her presence, she orders the â€Å"coal-black, ape-woman† to leave. Emily suggests that Christiana's features and mannerisms are similar to those of an ape and that her race is not only inferior but scientifically less evolved. This passage goes above and beyond; it showcases how whites distanced race from the core values of both feminism and humanism, proving that both were based on the systematic ideology of slaveholders and their allies. Phillips shows readers that the idea that all human beings are born with basic human rights was not prevalent to Blacks during this period. European slave traders used their preconceived notions to justify that Africans served no other purpose but to work as slaves. This was a view of humanity that made life grueling for Black slaves in the Americas. Equating animals to blacks was a malicious and effective instrument of dehumanisation, which historically manifested a powerful weapon that Europeans used to justify the institution of slavery. Black physical features, especially black women's bodies and hair, have been devalued for centuries. The idea that blackness exists outside the realm of beauty was imposed by whites who constructed a hierarchy that privileged those with lighter skin, and straighter hair where Blacks could not meat this ideal of femininity. Emily, stopping to observe the black men and women washing clothes with their bare hands, can't help but comment on the appearance of the women. â€Å"The appearance of the females was truly disgusting to me†¦one woman, her hair matted with filth, and, I imagine, her flesh host to countless forms of infestation, stood in a condition of total nudity in the centre of the stream..† The standards of white beauty created a barrier for Black women to attain it because it did not apply to most Black women thus, American femininity has existed behind the image of a white women. When Emily inadequately associates â€Å"natural hair† with the her own terms, she sets standards for physical characteristics that represent her race, failing to include anyone that doesn't meet her skewed notions what constitutes a feminine woman. As a result, for years, Black women have taken part in many practices that attempt to mask their physical features in accordance with socially accepted conventions influenced by Whiteness. Emily's negative depictions of Black women stems from conditions of her privilege. Through Emily, Phillips shows readers how White's responded to black womanhood in the nineteenth century. What constituted a Black woman was directly related to the control that Whites had over them. Racism was at work, reinforcing the conception of whiteness while at the same time, deconstructing blackness.