Saurer

Saurer The China con extend Question 1 Comparing with the China staple fiber tress machines, Saurer Twisting Systems (STS) has a number of strengths. The STS ar leading ingathering and incorporate state-of-the-art engineering. The technology and R&D helped STS to trope up functional dent, the STS machines helped the customers to repair efficiency, quality and productivity. Hence STS is a strong brand and highly regarded by many customers. be the largest manufacturer of textile machinery, Saurer back tooth offer full solutions to customers.According to Exhibit 4, there argon Sauers products in contrastive steps of the textile value chain from spinning to embroidery. Thus, Saurer has the capableness to penetrate into textile industry in a great prescience by extensive product offering. However, STS do not have the determine advantage comparing with local Chinese competitors. STS had simplified the functions of the sophisticated machines into entire enough machines so as to cater for the needs of China commercialise, however, the set is 31. % more than Muratec, and twice the price of Rifa i. e. the close competitor. As Chinese customers tend to be price-sensitive, they would prefer low-priced manufacturers like Rifa for faster pay-back. In addition, STS products are imitated and the functions copied by Chinese competitors because of weak protection of intellectual property in China. This weakened the strength of STS in terms of product functionality. Most of the locally made twisting machines were copies of those manufactured by Saurer or a Nipponese competitor.In whatsoever cases, the colors of the machines and the brochures including printing errors were reproduce Saurers usual adjust in the high-end market meant that identifying and reaching customers for low-end solutions would be challenging for its sales force. Since the troupe had historically focused on customers with high-end needs, it sales force had little contacts with the low -end segment. Saurer also encountered the difficulty to adopt to Chinese market.The Chinese customers only locateed forward-looking machines after receiving orders for yarn, which meant that they then needed very quick delivery. Additionally, they tended to be less(prenominal) refered than their Western counterparts in machine ergonomics labor cost were low and replacing workers was easy although some had begun to appreciate that more economical machines could enable them to increase revenue. Question 2 Saurer should enter the China market with lower functionality. Firstly, Chinese customers are price-sensitive and they concern about the pay-back period.By offering low-functionality machines at lower price, Saurer can captured this low-end customer groups by fulfilling their basic needs. Secondly, Saurer can build up the customer base for future business, as Saurer can bring on other textile machines for their customers. However, margins on the new product were likely to be significantly lower than on their existing products, and even if they managed to achieve some aggressive cost sends, there was a concern that the new product could cannibalize their high margin, premium machines.So Saurer lost its product leadership by lowering the machines functionality. Hence, the good enough machines do not help Saurer to come along customers by brand and functionality for this low-end segment. The pricing of STS machines become critical as customers are price-sensitive. Question 3 To protect Saurers brand, they should use a duple brand marketing strategy for the new products and sophisticated products. Its Volkmann brand was the leader in the premium end of the market, both in China and globally.In order to avoid jeopardizing the brand and minimize sales canalization, Saurer should adopt a assorted brand name for its low-end and lower-priced machines. As for pricing, Saurer should try to match with the competitors so as to win a bigger market share in this low-end market. To improve the margin, Saurer may consider to lower the production cost. As the low-end customers had little interest in preventive maintenance and annual contracts, Saurer had to change its business instance for the low-end market segment.Since customers preferred quick repair service in proximity, Saurer may consider to develop partnership with local machine repairing centers by proviso the components at lower cost, so as to increase the competitiveness of Saurer machines as comparing with other low price competitors. Currently, Volkmann had 7 sales faculty for China market. To cater for this fast growing low-end segment, the company should develop a separate local sales team for low-end market so as to penetrate into the low-end market. According to the companys quick analysis, 85% of the authority demand of the new machines would be in 6 of Chinas 22 provinces.Saurer may allocate the sales team into 6 geographical areas and launch the new machines. Question 4 If Saurer decided not to slip in the new product, it will have to set its premium position and target the high-end segment, i. e. the export-oriented state-owned firms which were typically able to get licenses to buy imported textile machines. Being the global leader in textile machines, Saurer can ride on its competitive advantage by offering full solutions in different stages of value chain and helping these high-end customers to achieve economy of scale.

The Simpsons: an Imperfect Ideal Family

The Simpsons An Imperfect Ideal Family The seek The Simpsons An Imperfect Ideal Family was a paper written by Eliezer train Allen explaining how the popular T. V submit The Simpsons was not so un authorizedistic and im realistic as many Americans had thought it to be. In fact, The Simpsons was, more or less, a cracked-mirror version of our own imperfect but lovable selves unsloped in a cartoon, sitcom type form.This strive talks somewhat how The Simpsons family a good deal reflects the way many current families live and how, although many unmarried characteristics in a family member may not evermore be the best, as a whole a family will often come in concert and help one another constructing a strong family bond. Although vanguard Allen e reallywhere exaggerates the obstacles of the everyday life, he refers to The Simpsons as a nuclear resemblance of the common twentieth blow family.Through aside the see, forefront Allen often uses many literary techniques/ rhetorical devices to help the translateer understand the effectiveness of the piece. Humour is used when Van Allen makes a personal connection to the fact that at the beginning of apiece Simpsons episode, the Simpsons family all run to the couch and sit in their specific spot, just like his own. He refers to this as a mirror image of my couch-dwelling family.Having this indulge presented in the essay allows for the proofreader to stay attentive and abstracted to read more, as humour often keeps the reader interested. This often allows for the reader to deliver more of a connection with the author and to get more of a feel of what the authors thinking process is. Allegory is present throughout the essay as Bert and Lisas everyday behaviour allegorically teaches the lessons of the average American. For instance, in Bart Sells His Soul love and concern is shown by Lisas actions as she cares for him and ever so has his back.This contributes to the effectiveness of the piece because although many family members (individually) may not always be the best and act to their morals, as a family, everyone works unneurotic and helps each others weaknesses become strengths and will grow remove the strengthens of one another, creating a family, as outlined by Richard Corliss, they stick together with one another through thick and thin. As a reader, this is thought to give the essay personality and with that comes good T.V reviews as viewing audience become attached and are able to relate to their own family/ real life scenarios. Periodic sentence is present when Van Allen refers to Matt Groening, The Simpsons creator, when he states I knew that other kids were going to get serious and go on and be professional I never wanted to go to an spatial relation and carry a briefcase, as it is only clear at the demolition of the sentence what Groening meant by that. He knew that carrying a briefcase wasnt for him so he created a new way to express his talents and his passions.This contributes to the effectiveness of the piece because it forces the reader to keep reading to find out what the author was trying to say, and without doing so the main smear of what the author is trying to get across is enigmatic and may often be misunderstood. Throughout the essay many literary terms/ rhetorical devices are present these are just a few of many that really stuck out to me. Before reading Van Allens paper, I had never thought of The Simpsons in the way he had portrayed it, or the way Groening explained the story derriere it.It wasnt until in full reading and understanding Van Allens essay that I started to tittle-tattle into the logic behind(predicate) the mirror image ideology that The Simpsons family portrayed of the typic 20th century American family. I felt that throughout the essay Van Allen supported his point of how The Simpsons portrayed the average 20th century family very well. He made a lot of personal connections that both any reader and I could ea sily relate too. For example, he talked about how The Simpsons was that T.V show for him and his family that they felt was the mirror-image of their family life. How they all ran to the T. V to watch The Simpsons episode that was sexual climax on next, just how The Simpsons family does at the beginning of each episode. He alike talked about how now a days, individual family members dont always act appropriate and may cast some horrible individual traits, from Barts rebelliousness, to Homers stupidity and foolishness, but as a group and family together they make the best come out in each other.No family has perfect kids or perfect parents but its the love and care that one another share, that matters most. This is taught throughout Van Allens essay about The Simpsons family in comparison to the average family now a day. To me, family means to always be there for another and always have each others back. Unlike friends, you cant choose your family. You know that as practically as they might get on your nerves sometimes, you must(prenominal) look past that, and find the good in what you are demonic with.While reading Van Allens essay I felt that I could relate to a lot of what he was saying and found it very easy to understand what he was trying to get across, which kept me wanting to read more. I strongly agree with Van Allens point on how The Simpsons is a character formatted sitcom version of the typical 20th century family. Overall, reading this essay has made me think about how much more relatable and relevant some of shows on T. V actually are. all time I turn on the T.V and go to watch a sitcom type show especially, it makes me think about any possible story line or lesson that may be hidden behind the show that may benefit me in any way. Van Allens essay has made me truly appreciate the hard work and bm gone into such a show, as The Simpsons would have been the last show I would have thought to have a message behind it. All in all, Van Allens essa y has given T. V shows a whole new outcome, as in how they are looked upon and I am more understanding of the meanings behind the hidden messages in our mere(a) day to day shows.

Achieving Individuation: A Jungian Archetypal Analysis Of ‘Snow White’ And ‘Cinderella’

pouf boloneys atomic number 18 ageless stories. They atomic number 18 an integral pop out of kind customs. It arose thousands of years ago from a wide variety of tiny hi arcdegrees. They were wide airing by means of and by aside the initiation and continue in our own day, though the senior(a) forms and contents acquire replaced to reflect invigorated realities. They were pi bandly handed from 1 generation to the next by write uptelling. The viva voce tradition of flooringtelling wholeowed separately narrator to make adaptations that pertained to current condition, or to add polar moralistics depending on the audience.The close to common fag tales were non birth e re exactlyy last(p ruby-redicate)y written for pincerren. It is say that they were told by women, and were often clippings more inventive and nastier, than the tales scratch line put into print. As simple, imaginative oral tales that contained put-onal and miraculous elements, it was originally related to to the accordingly belief systems, honors, rites and experiences of pagan people. Then it lowwent numerous transformations. It shaped and was re-shaped by the interaction of orality and print and new(prenominal) technological innovations corresponding film, radio and so.Yet, e genuinely pas seuls of fag tale ask deep, symbolic meanings that shed light in the horticulture that originated the tale. Also, in that location were lots of uniformities in these tales. These similarities be those in the meaning conveyed, through and through and through reli equal(p) pilot burners (the recurrent patterns) in al vertical ab egress e real fable. In a nutshell, integrity disregard say that faggot tales changed with the cultural needs, demands and ideologies. The symbols and archetypes thrust remained virtually the analogous in all meter readings, though distaff monarch tales changed over date to adapt to the society.LITERATURE REVIEWThere brin g on been lots of studies and question on king tales. Perhaps, doodly-squat Zipes is presently the around habitual conception in the field of queer tale studies. Jack Zipes, in When Dreams Come True, discusses the storey of pouffe tales, cigargontte tales from dissimilar countries, and the Grimm Br differents accretions. Zipes focuses on the role the literary neerthelesst tale has assumed in the civilizing offshoot by impairing values, norms and aesthetic tastes to three-year-oldsterren and expectants. Bruno Bettelheim, a child psychologist, get worded at thepsychological meaning of poove tales for children. In his book The Uses of Enchantment, Bettelheim explained the symbols free-base in the classic snow white level and understand the morals fix in the poove tale. He wrote the book to help the audience to convey amply aw be of the importance of faggot tales. N. J. Girardot discusses on myths and sissy tales in his article Initiation and Meaning in the storey of blast whiten. He shows the underlying structure of the tale of century exsanguinous and relates it to different builds of a misfires maturation.METHODOLOGYThis project bequeath look at the archetypes found in un homogeneous sports of fagot tales- literary and digital. Different sources argon used to gather the various interpretations of commonplace queen regnant tales, especially hundred exsanguine and Cinderella. C at one beatntrating on the archetypes, the paper will research on how the possibleness of incarnate un intended(p) mind mind(p) is related to pansy tales and how it utilisations in the variants till date. by dint of an analysis, it intends to show that the supposition of incorporated unconscious is valid for all literary toils of all time, with the archetypes in them.Recently, thither have been lots of studies and research on king tales. Around the world, at that place is an enhanced interest in fairy tale studies, which h as now become one of the intimately favorite research topics in various large universities. This research, relating fairy tales and archetypes, is sooner signifi weedt if we look into the new-fashioned or contemporary writings. M whatever of the forward-looking fiction harbor on fairy tale elements as thoroughly as archetypal elements in them. thereof, the relevance if this study of fairy tales and archetypes lies in nearly every offshoot if writings.2. faerie TALES AND THE COLLECTIVE UNCONSCIOUS fay tale is one of the oldest literary musical styles. It is a genre of mob literature, existing mythology, folk wisdom, moral lessons and entertainment. They present the well-disposed norms of human behavior. womanish monarch tales atomic number 18 a type of short stories that typically feature such(prenominal)(prenominal) fairy tale causes, as elves, fairies, goblins, dwarfs, giants, trolls or gnomes, and often as well thaumaturgy and darns. However, merely a smal l number of fairy tales refer to fairies. Fairy tales for kids may, nevertheless, be distinguishedfrom other types of folk narratives such as ballads and legends and explicitly moral tales, including beast fables. Fairy tales ar common in oral as well as in literary form. The history of fairy tales is very difficult to trace accurately because scarcely the literary forms stinkpot inhabit in a more or less exact original form. As the infection of folk tales was erupticular(prenominal)ly oral, m any(prenominal)(prenominal) an(prenominal) a(prenominal) local variants of the tales seeed. case-by-casely of them reflected the social and cultural conditions of the story tellers and listeners, and also their expectations and ideals.Such a variability and adjustment of the main storyline is one of the characteristics of the fairy tale genre. In certain move of the world, in which cultures creatures such as demons, wizards and witches were perceived as real, fairy tales may ha ve evolved into legends. Un standardized legends and epics, however, fairy tales usually contain unaccompanied superficial references to religious practices and actual rolls, events and people. They often take place once upon a time and non in actual specified time setting. Fairy tales line into the basic genre of the oral folk literature.The endpoint oral folk lore faces various kinds of orally transmitted literature in the form of narration or verse. It let ins folk wisdoms, sayings and proverbs, myths, legends and, fairy tales. thus far if we know that umpteen ancient texts similar to our fairy tales existed, the particular signalise fairy tale was stolon used by the French writer Madame dAulnoy, who named her stories contes de fee(a fairy tale) on the outset of eighteenth century. A fairy tale is express to be an epic narration that tells a simple, assumed story which may show a similarity with myth.There are various approaches to the classification of the fairy tale genre. Some are based on their motives, somewhat on their similarities in storylines, characters, linguistic features and content. General classification of fairy tales is based on the similarity of storylines and differentiates into three main classes of talesMagic fairy tales, which are characterized as stories with some occurrence of a wizardly liaison or enchantment.Animal fairy tales, where Animals represent people and have human qualities.Legendary fairy tales, where biblical characters stop appear.So, as per the above classification, twain Cinderella and bamboozle exsanguine break down to the category of magic fairy tales. Fairy tales of various cultures show different features. They penetrate into other genres as myths or legends, and may accept features of fables, and so on Thus, the classification of fairy tales is broad and non so easy.2. 1. HISTORY OF FAIRY TALESa) Oral fairy tales A fairy tale represents very fashionable form of folk narration. Since it was handed from one generation to the next by storytelling, fairy tales changed a bit every time it was told.The teller modifies the storyline and characters to interest his audience. The modifications designed for specific audience are usual in the whole history of every narration. Such an adaptation of a story guarantees its further circulation because the story is kept current and interesting. Also, more plots and additional motives can be added and this will influence the consequent choice of characters. The early history of fairy tales and myths were handed down through generations in the oral tradition by peasants, story tellers, dancers, in feast around the festival fire, or by the various leaders.As tribes wondered around or voyaged to other lands, their tales spread and were shared. Tribes in edgearried and, eventually, women passed on what they had cognize. Although cultures were different, much was the selfsame(prenominal) in the overall experience throughout the soulfuln ess world- career, oddment, love, joy, hate, strife, survival and the cycles of nature. They could all relate to for each one others stories, having very similar themes. through and through the centuries, tales, gradually, were tamed down, became more fanciful and noble so as to play a modern, cultured society.The history of fairy tales, myths and legends dates back to ancient India, Persia, Egypt as well as some of the Greek and Roman mythology. Various versions of these legends and myths already existed in the old world of Europe and America. Eventually, they were written down and evolved into the so called fairy tales. It is impossible to separate out the changes and variations occurred to fairy tales, and celebrate their history. In other words, one can non trace a fairy tale to the place or the culture of its origin certainly. Although a fairy tale can be recorded, in the moment of its record the narration becomes invariable.The oral transmission of tales does non stabili ze by its recording, moreover the narration develops further. Thus, more and more variants of one fairy tale have been created. b) Literary fairy tales Fairy tales were, originally, non written for children, scarce for adults. They were not suitable for children at all, in fact, with questionable content and much cruelty and violence. As they were passed down through the centuries, they have been rewritten for the juniorer generations. Orally transmitted stories attracted attention of collectors of folk production deep down Europe in the sixteenth century.The first European collectors of folk tales were the Italian authors Giovanni Francesco Straparola and G. Basile with collections of tales The Facetious Nights and Neapolitan descriptions. Charles Perrault, a French collector of ordinal century, stash outdoor(a) common French folktales in Mother Goose Tales. Perraults tales include The Cinderella Story, The Sleeping Beauty, The Bluebeard, etc. He transcribed eleven fairy t ales overall, most of which are very popular today. On the turn of the 18th and nineteenth century, the Brothers Grimm poised the German folktales.Their first work was published in 1812. It contained tales in more than ten German original dialects. Their first edition contained a record of a Cinderella story, which was told to them by a juvenile French charr named Marie Hassentug. This fairy tale and some others were omitted in the imprimatur edition, because the Brothers Grimm considered them French and not originally German. Literary and language changes were also made in the second edition of the fairy tales in 1815 to make the tales more acceptable to the readers. Yet, both of these editions became an inspiration for the next collectors of folk tales.The name fairy tales came long forrader the time of Brothers Grimm. Madame dAulnoy of France was the first to use the term, introducing it to her friends at their parties. They were told to and meant for adults. She used the ph rase fairy tale in French as contes de fee, and had her writings published. The word fee referred to a char of magic feerie referred to illusion. As use of these words spread, they came to be known as faerie or fairy in English speaking countries. The term fairy tales first appeared in Oxford Dictionary in 1749.In the 18th century, the writings of Jean Marie Le Prince de Beaumont (also in France), became popular, especially since her stories were written more for children. She was one of the first to do so. Particularly wide spread was her Beauty and the Beast. Around the same time frame as the Brothers Grimm in the 19th century, Hans Christian Anderson was collecting and create his fairy tales in Denmark. He is known as the spawn of modern fairy tales. His stories such as Thumbelina, The bump light, The Little Mermaid, The Ugly Duckling, spread far and wide.Again, they had a certain amount of conflict and sadness, very understandable to the common folk of the time. Many of th e fairy tales were not about fairies. They include other creatures like trolls, goblins, elves, dwarfs, giants, gnomes, and also talking beasts such as dragons, unicorns, centaurs, and genus Phoenix birds. There was somehow a knowing that the world beyond the suppress was vast and rich, though no human eye ever cut it. So, all fairy tales happened once upon a time and not in actual specified setting.2. 2 ARCHETYPES AND THE COLLECTIVE UNCONSCIOUSA lot of modern conjecture on what makes a good story is based on the work of Carl. G. Jung and Joseph Campbell, both of whom were fascinated with mythology and religion. The great psychologist and philosopher, Carl Gustav Jung, influenced the mythological criticism greatly. He believed that there exists a universal joint unconscious. This idea indicates that every individual has entre to a shared set of images, called archetypes, common to all people. The universal unconscious was verbalised in art, literature and myth and Jungian lite rary criticism focus specifically on the analysis of archetypes in literature and written mythology.Much of the literary characters that we are most familiar with from legends, fairy tales and mythology are display cases of what Jung would classify as archetypes. According to Jungs notion of the psyche, the human psyche can be divided into deuce- the conscious part and the unconscious part. The unconscious part of the top dog covers all the carriage experience, knowledge, education and social training. It contains aspects of any skill acquired during the life. The skill is later brought into practice consciously, with the sensory faculty of its reason and consequence.The private unconscious layer of the mind covers acquired life experience and behavior, of which reasons and origin cannot be easily identified. An example of unconscious experience is fear of a dog. The someone is conscious of his or her fear because of prior attack. If a dog attacks a small child, and it for gets it, the experience is suppressed and becomes a part of the unconscious. The child therefore feels uneasy with dogs for the rest of his life, without knowing the reason. Carl Jung believed that beneath these two layers of the conscious and the unconscious, there lies some other layer which he called the collective unconscious.In developing his theory of racial memory and archetypes, Jung asserted that beneath the conscious and unconscious layers of mind is a primeval, collective unconscious shared in the psychic heritage of all members of the human family. As Jung himself explains in The Structure and Dynamics of the caput, If it were possible to pose the unconscious, we might think of it as a collective human being ransackining the characteristics of both the sexes, transcending youth and age, birth and death, and from having at its command a human experience of one or two million years, practically immortal.If such a being existed, it would be towering over all temporal change the present would mean incomplete more nor less to it than any year in the hundredth millennium to begin with Christ it would have withstandd countless times over over over again the life of the individual, the family, the tribe, and the nation, and it would possess a living sense of the rhythm of developing, anthesis and decay. (349-50) Thus, the collective unconscious covers the experience of whole humankind, acquired during millions of years of the human evolution. Jung describe the content of the collective unconscious more explicitly.He claims that there are behavioural patterns (that are collective) in every human mind. Just as certain instincts are inherited by the lower Animals (for example, the instinct of the baby chickenhearted to run from a hawks tooshie), so more difficult psychic predispositions are inherited by human beings. Jung says that mind is not born(p) as a tabula-rasa a clean slate. Like the body, it has its pre-established individual deter minateness namely, forms of behavior. They become spare in the ever-recurring patterns of psychic functions.He refers to the manifestations as archetypes or motifs or primordial images. Thus, Jung presented the notion of an archetype- a symbolic demonstration of the collective behavioural patterns in every human mind. These archetypes can be found only in the humans unconscious and people consciously do not know that they follow a general pattern of behavior. (Jung) This theory suggests that all people have all the possible archetypes in the unconscious part of the mind. The adequate archetype activates and commands our behavior according to various life situations.Jung detected an intimate kind between inspirations, myths and art in that all three serves as media through which archetypes become accessible to spirit. In other words, myths are the means by which archetypes, essentially unconscious forms, become manifest and articulate to the conscious mind. The context of charac ter, situation and places can provide a space for a particular archetype to occur. The universal unconscious was expressed in art, literature and myth, and Jungian literary criticism focused specifically on analysis of archetypes in literature and written mythology.A Jungian literary may simply evaluate the exitiveness as a particular archetype in a novel. slice reading literature in Jungian literary criticism, the central character is viewed as real, while most other characters are seen as symbolic agencys of aspects of the heros unconscious self. The characters all stand for separate of the protagonists unconscious desires or parts of the unconscious which the character has yet to access.2. 3 JUNGS surmise OF INDIVIDUATIONAccording to Carl Gustav Jung, the goal of all humans is to obtain a state where the unconscious is known and integrated into the conscious mind.In other words, the unconscious aim of all people is to become their own self. This process is called individuati on. Individuation is the terminal arrange of the human development that represents the union of the matured individual identity with one of the unconscious archetypes. It is a process that can take the whole life, but it can also be achieved through a particular life situation. Individuation is a reconciliation of a man with his real self, which has to be consciously accepted and requires extra courage and honesty.The theory of individuation is related to those archetypes designated as the quarter, role and the Anima/ bad lineage. The iniquity, the Persona, and the Anima/ animus are the geomorphologic components of the psyche that human beings have inherited. We encounter these archetypes throughout the myths and the literatures. Here, the Anima/ bad blood, the dark, and the Persona are projected, respectively, in the character of the heroine, the villain and the hero. The night is the darker side of our conscious self, the indifferent and less pleasing aspects of the Pe rsonality, which we wish to suppress.The most common variant of the archetype, when projected, is the Devil. In Jungs words, the Devil represents the dangerous aspect of the unrecognized dark one-half of the Personality. Shadow contains all the interdict tendencies the individual wishes to deny, including our Animal instincts, as well as our undeveloped absolute and cast out qualities. Its contents include those tendencies, desires and memories that are rejected by the individual and are contrary to the social standards and ideals. The Persona is the appearance we present to the world.It is the character we assume and that which we relate to others. The Persona includes our social roles, the kind of clothes we choose to last and our individual styles of expressing ourselves. The term Persona comes from the Latin, meaning masquerade or false-face, as in the mask worn by an actor on a coiffure through which he speaks. Jung, in discussing this social mask, explains that, to achei ve psychological maturity, the individual essential have a flexible, viable Persona that can be brought into harmonious relationship with the other components of his/her psychic make-up.He states, furthermore, that a Persona that is too artificial and primed(p) results in such symptoms of neurotic disturbance as irritability and melancholy. The Anima/animosity is perchance the most interwoven of Jungs archetypes. It is the complement of the Persona. The Anima and bad blood are the unconscious or true inner self of an individual, as argue to the Persona or outer aspect of the personality. The Anima is for males and the animus is for distaffs. It can be identified as the totality of the unconscious feminine psychological qualities that a male possess or the manly psychological qualities possessed by the female.The Anima manifests itself by appearing as views in dreams as well as by influencing a mans interaction with women and his spatial relations towards them, and vice-ve rsa for females and the bad blood. The Anima functions as the primitive mediator between unconscious and conscious. It is oriented primarily towards inner process, just as the Persona is oriented to the outer. In this project, two of the most popular fairy tales have been selected- Cinderella and gust fresh. Both the fairy tales will be analyzed and interpreted based on the Jungian psychology.Indicating that both the fairy tales are actually a psychological process, I will see to reveal the archetypes in the stories and show how coulomb duster and Cinderella goes through the process of individuation to achieve their true self. Also, by analyzing both fairy tales from this perspective, I will try to reveal the similarity of archetypes in these independently created fairy tales.3. ARCHETYPES IN pitch-b inadequacy eye WHITE bump vacuous is a magic fairy tale. It is the story in which a child is victimized by an adult. Adult anxieties and jealousies cause the adult in the stor y to act against the children, who are being the objects of adult jealousy. reverse sporty is a classic example of a fairy tale with some characteristic fairy tale elements. There are wizardly elements, a fictional setting, and characters with supernatural powers, a heroine, a happy ending and themes of adult anxieties. speed of light fair goes through changes from a girl to a woman by the end of the story. In almost every version of setback discolour these elements exists. The most popular and current version of one C White is Disneys 1937 movie Snow White and the septette Dwarfs. The Disney movie is very similar to the oldest known sham of the tale, the Grimm Brothers 1857 version of Little Snow White.The Grimms collected the fairy tales that they printed from oral tales. The probable ascendent of the story of Snow White exists in an oral tale. There are more other versions of Snow White, mostly found in Italy and all similar to the Grimm Brothers version. small-arm some of the details of the story may have been changed to fit each culture, the same themes exist in each story, though each version was independently created. In other words, the story of Snow White can be found with little variations all over the world.So, it is a fairy tale which has a lot of meanings for many people and, like myth, continues to fascinate.3. 1 SNOW WHITE A BRIEF HISTORYAlthough the most famous version of the tale today is Disneys classic Animated film Snow White and the Seven dwarfs, it has existed in many versions in the centuries preceding Disney. The Grimm Brothers collected the tale from the two sisters- Jeannette and Amalie Hassenpflug- who lived in the town of Cassel. The tale was well-known before the Grimms collection however and appeared with little variation from Ireland to Asia Minor to Central Africa.The earlier version of the tale can be found in Giambattista Basiles Pentameron. It is believed that Basiles literary version influenced the versions whi ch followed. Disney based his film on the Grimms version of the tale. Disney actually changed some aspects of the tale which had been edited out in the previous versions intended for children, especially the poufs demand that Snow Whites heart be delivered to her as proof of the childs death. In 2012, a Hollywood film Snow White and the hunting watch based on this tale was released by the Universal Studio.3. 2 SNOW WHITE AN ARCHETYPAL ANALYSISThe tale of Snow white is a very simple one but it still holds much for us that corpse deeply buried within its simplicity. Perhaps it was invented to show us something of ourselves and perhaps these simple stories are, as C. G. Jung considers myth to be, the unconscious expressions of ourselves. Like dreams, fairy tales including Snow White and Cinderella, appears to be a product of the human unconscious, that straits a vision that is complementary to the prevailing conscious view.But instead of a dream that functions from the individual ps yche, the fairy tale seems to function from an entire culture. It is effectively a collective fantasy. As it is told and retold, elements of the story added by the individual teller fall a expression, while the more universal theme remain. So it becomes valid for the throng of people in general. In this analysis of Little Snow White (as recorded by the Grimm Brothers), I will assume that the whole story describes a state of juvenile feminine psyche. All the images in the story will be seen as aspects of a feminine.Based on Jungian literary criticism, the central character, Snow White, is viewed as real while the other characters (evil step- perplex, the hunter, the septette dwarfs, and the Prince) are seen as symbolic representations of the various aspects of the heroines unconscious self. These characters all stand for parts of the unconscious which the heroine will eventually access. The story setoffs out with a Queen sitting unsocial by a window in mid-winter. While sewing, a needle pricks her finger and three drops of blood falls on the white snow.Gazing at the drops of blood, the Queen wishes for a girl who is as white as snow, with black hair and cheeks as red as rose. The insistence on whiteness of the girl implies that darker, shadowy aspects are not wished for by the biological nonplus. They are missing in her child, although the black of the hair hints at deep darkness. Snow White- the name alone sets the stage and the theme the story will be about the heroines- or a female psyches- confrontation with and integration of Shadow aspects. The Queens reflection, Jung considers, is a masculine trait within the feminine.The Animus often uses the silent image to illustrate a painteror as a cinema-operatoror owner of a picture gallery. Snow Whites become gazed thoughtfully on the image and places her prospective offspring into its structure by visualizing her future childs attributes. We can move up a pure feminine act of imagination as well as Jun gs masculine trait of a convey imaging her young womans nature prior to birth. At the start of the story, Snow White or the female psyche is far from complete, as she is both innocent and immature. Also, she lacks a caring vex figure within.In the first paragraph of the fairy tale, we read how the Queen died at the birth of her child and after her death, the king took another wife. This is the only time when Snow Whites arrive is mentioned. He is an indolent father because he utterly fails to treasure his child from the homicidal hands of his new wife. The withdraw one in a persons life or the one that is least mentioned, the father, has an enormous contribution to the whole tale. Snow White starts out with an almost non-existent father figure or Animus and at this stage the set out is dead.This state of the psyche is tragic. It lacks a caring mother image and a father who cannot stand up for her. Doing nobody is the most expressive form of violence, because the very act of non-doing prevents its cure. Here, the king does not offer any commission or suggestions on his daughters life. He does not even examine to control the hazardous forces within her personified as the unsporting step-mother. In other words, he does nothing against the opposite raging or the Shadow. Thus, the father is like a weak Animus in the unconscious.The counter balance to the weak Animus is an inflated negative feminine Shadow which is in all unconscious and seems to possess a preposterous wisdom of its own in the form of the evil stepmother Queen. As we explore through the story, there is a growth of the primal female in the form of wicked stepmother Queen. This rife Shadow tries to agitate the egotism- the center of consciousness and one of the major archetypes of the personality. The self provides a sense of unanimity and manner in our lives.It tends to oppose whatever might threaten this fragile consistency of consciousness and tries to convince us that we must a lways consciously jut and analyze our experience. The self-importance within Snow White is infantile in development and immense. Thus, it is not a surprise that the Shadow is essay to dislodge the egotism. Here, the stepmother Queen is like the Shadow archetype within the unconscious. In many fairy tales, there are two mother figures one is totally and absolutely good while the other is just as unambiguously dark, sinister or evil.Our tale shows a split in the mother archetype in the feminine psyche. The wicked Queen is wishful of Snow White because the young girl is becoming very attr wide awake, and, eventually, more well-favored than the Queen herself. Jealousy and envy between a mother and daughter are debatable topics in our society. Our understanding of motherhood heavily emphasizes a completely selfless, self-sacrificing mother. We label that as the positive pole of the mother archetype. We simply cannot accept that a mother could possibly be envious and jealous of he r daughter.Only a wicked stepmother is capable of such unnatural impulses. As said before, the swelled head within Snow White is actually under-developed. The Ego began its own development when Snow White was seven years old. It was thusly we expose terrors expressed by the stepmother Queen. This terror can also befit jealousy, a lack of love for the child within, which then becomes hateful and murderous that she would have been ready to tear her heart out of her body. (Grimm) This is the first phase of Snow Whites life- from birth to pre-adolescence.During the first phase of her life, Snow White lives in her parental castle literally as well as psychologically. A threatening stepmothers increasingly malevolent capability (suitable image for a powerful negative mother archetype) propels the heroine into the next phase- the transitional phase. During the transitional phase, the young girl is being prepared for her life as an adult, as a espouse Queen. In order for her to under stand fully all aspects of life, she is dropped into the woods, at a distance of seven mountains away from the castle. She lives in a different, secret world.Now, the transitional stage involves the first glimmer of awareness on the part of Ego. It is considered a threat by the Shadow figure in her psyche- the wicked stepmother. So, the first state of male awareness emerges- the huntsman who will do no harm, but will not protect her either. This is a transit stage for Snow White as she finds herself roam in the wilderness of the wood abandoned by adults. The Shadow within, the Queen, is out to destroy Snow White (the Shadow is seek to integrate into the Ego) and has hired the services of the huntsman as the killer.Thus enters the second male figure in the tale. The hunter is unable to kill Snow White, as he is interpreted by her beauty and innocent pleas, and instead tells her to run. (Grimm) It is suggested that the huntsman is an unconscious representation of the father since h e is first taken by the Queens command and then succumbs to the child. Nevertheless, he is not as violent as the first in that he does do something and he refuses to harm her, but also fails to protect her, letting her go into unknown dangers in the woods. At least, he deceives the Shadow figure and takes back the heart of a cervid as a pretense.The Ego at this stage is under the spell of unknown forces within and is restricted in freedom, being alienated from traffic pattern life (Jung) where she continues hiding in the woods It is forced to run away from the normal life by the Shadow which is yet unknown. Snow White now wanders through the dark, deep forest and, finally, meets the seven dwarfs. This marks the beginning of the 3rd basely phase in Snow Whites life. It is a more matured stage. Here, Snow White meets the common man- the seven dwarfs. N. J. Girardot calls this as the liminal period in his article Initiation and Meaning in the Tale of Snow White.In many tales the dw arfs are malevolent and destructive beings, but as in this case, they can also be the creative agents of growth and rebirth. Indeed, in this story, the dwarfs can be taken as the divine ancestors, teachers, refiners, guardians, or helpers necessary for a successful initiation. (Girardot, 290) Snow White stays with them and keeps rear for the first time and thus, in a way, she starts to learn the lore of adult life that will be expected of her. The dwarfs teach her adult tasks, such as cleaning and cooking.They work all day and expect everyone to do so. Thus, Snow White enters a tentative agreement based on mutual help. The dwarfs warn her against the stepmother Queen. Girardot says that they are like protective agents in the race of Snow Whites life. (Girardot, 291). The dwarfs are helpful and also a positive force. Carl Jung thought of the dwarfs as a representation of the natural wisdom. They are clarifications of teachers and foster parents. At this point, in her process of ind ividuation, Snow White is introduced to the masculine creative energy (Buchholtz, 9).Her past understanding of the masculine was restrict to an absentee father and an encounter with the huntsman. In other words, Snow White did not truly have an encounter with the Animus yet. Now, she meets the Animus in the form of many which is undifferentiated. The Animus also embodies helpful figure as the dwarfs turn out to be, and thus starts the Egos road back to recovery (Jung). Here, the Animus is the helper who brings the Ego out of its forced, restricted life and, thus, Snow White is once again on her way to success, to achieve individuation.In this stage, the Shadow becomes aware of the budding Ego. Thus, it takes up a disguise. While she is living with the dwarfs, Snow White is tempted thrice by her stepmother who disguises herself as an old woman selling lace, comb and apples, respectively. As the dwarfs might be said to represent the creative and positive dimensions of the chaotic c ondition, the stepmother now directly embodies the negative and destructive dimension of death and decay (Girardot, 291). The life with the dwarfs has made Snow White more accountable and also free to be herself again.Thus, the Ego is not under any restrains and begins to develop. The Shadow, the negative aspect, is warned (by the mirror) against this development of the Ego. The stepmother first attempts to kill Snow White with poisoned laces (Grimm). creation tempted by the beautiful laces, Snow White lets her disguised stepmother into the dwarfs house. She is now an teenaged tempted by beauty and this temptation leads her to near death. The second time, Snow White is tempted by the comb which also results in her almost death.The dwarfs manage to continue Snow White both the times, but could not save her the one-third time when she was tempted by the apples. Snow White fails to listen to the dwarfs thrice. Therefore, in the third phase, what we see is a conflict between the Eg o and the Shadow. As said before, the Shadow is laborious to somehow dislodge the Ego and, in the third attempt, it succeeds. Also, the Ego was actually succumbing to the negative energy of the Shadow. In this state, Sow White is unable to get in touch with her expressions. The split (between the Ego and the Shadow) within herself becomes evident.She is actually witnessing the hatred expressed by her own negative mother. Here, the Shadow is actually nerve-racking to overthrow the Ego and gain control over the female psyche. The Ego, here, is hiding herself and, thereby, grows slowly, making up for the lack of Animus in the psyche. For Snow Whites personal growth, her transcendence is dependent on the process of building up the inadequate masculine father through the help of the dwarfs. In a gist, we can say that in the third phase the Ego is more matured and is on its way to achieve individuation.It is frequently restrained by the Shadow within the unconscious. Nevertheless, it d evelops with the help of Animus which it lacked in the first two phases. The one-fourth and the final phase is when Snow White falls down almost dead and is, later, saved by the Prince. The dwarfs had found Snow White, who had eaten the poisonous apple, dead and they decide to place her in a nut coffin. Later, a Prince is given the coffin by the dwarfs who forgiveness him. The Prince comes into her world only when Snow White is unconscious. Now the Ego is in a comatose stage which is a special kind of sleep.In this state, the Shadow stops to attack the Ego and does not try to control it. The Ego now has a chance to return to life and at the same time unite with the Animus (the Prince). Thus, in the tale, Snow White is married to the Prince. United in marriage, they return to put the villainous character, the Shadow, in her victorian place. In the fourth phase, the Ego recognizes the Shadow, overthrows it and unites with the Animus, thereby, finding its true self. For the first t ime in the story, the wicked stepmother is invited by the Ego. She joins in with what Snow White is doing.Here, the Shadow is recognized. This is the final process where the Shadow is invited by the Ego to integrate with it. Snow White had suffered so much in her life. She was robbed of her rights as a Princess she was not captureed to live a normal life. Despite this, she does not show any sort of rage or grief. As Jung says, this can happen only when the Prince or the Animus has established itself in the feminine psyche. Thus the wicked Queen, who was invited to the wedding of Snow White and the Prince, was forced to put on the juicy shoes, and dance until she dropped down dead. (Grimm).The wedding is taking place at the same time when the Shadow is defeated. This indicates the unifying of the feminine and the masculine, and also the death of the Shadow within the unconscious. The Ego unites with the Animus, thereby, attaining the true self. The Ego is completely developed now. Therefore, the fourth phase is symbol of the completion of individuation.4. ARCHETYPES IN CINDERELLACinderella is one of the most popular stories in the world. Like almost every fairy tale, the true origin of the story is unknown. There are various versions of Cinderella, originated from various countries and cultures.Yet, the themes of the stories are similar in all versions. Every version of Cinderella centers on a kind, young girl who is tortured and ill-treated by her own family, after her mothers death. Her father is either absent or neglectful, depending on the version of the story. The girl is helped by someone to triumph over her family and achieve a wealthy marriage. Like Snow White, Cinderella is also a magic fairy tale. It consists of many fairy tale elements. There are magic elements, opposing characters, a heroine, a happy ending and themes of adult anxieties. Cinderella goesthrough changes from a girl to a woman by the end of the story. In almost every version, these elements exist. Currently, the most popular version of Cinderella is that of the Disneys Film in 1950. This film is based on the version by the Grimm Brothers. They had collected their version of Cinderella from oral tales. There are also many other versions of the tale found in many parts of the world. The Charles Perraults version is also quite famous. While some of the details of the story may have been changed to fit each culture, the same themes exist in each story, though each was independently created.Thus, born centuries ago, the fairy tale still continues to live and fascinate people.4. 1 CINDERELLA A BRIEF HISTORYThe story of Cinderella had been around the world long before the Disney or Grimm version. It is said that there are over a hundred versions of this fairy tale. The story was first recorded by Tuan Cheng-shih of China in the middle of the 19th century. Long before he recorded the tale in writing, the people of his day probably knew oral telling of it. In this ver sion, however, Yeh-shin, the heroine, is helped by a magical fish, and not a fairy Godmother.In 1697, Charles Perrault recorded Cinderella, or The Glass Slipper in his collection Tales of Mother Goose. This version included the fairy Godmother. Also, in the end, Cinderella finds husbands for her half-sisters. During the 19th century, the Grimm Brothers from Germany changed many elements in this tale and it was called Aschenputtel or Ash Girl. In modern times, the tale of Cinderella has inspired countless picture books, musicals, novels, etc. It is the 12th enliven feature film in the Disney Animated feature canon. It was released in 1950.4. 2 CINDERELLA AN ARCHETYPAL INTERPRETATIONWe usually take the story of Cinderella, like other fairy tales, for the sole purpose of entertainment. But it is interesting to know that this is a clear-sighted story infused with different meanings and symbols. Perhaps, it shows something of us as Carl Jung considers myth to be unconscious expressio n of ourselves. As mentioned about Snow White, Cinderella, too, seems to be like a product of human unconscious and offers a vision that is quite opposed to the prevailing conscious view. In this analysis of Cinderella (as recorded by Charles Perrault), I will assume that the whole storydescribes a state of immature feminine psyche. All the images in the story will be seen as aspects of a feminine. Based on Jungian literary criticism, the central character, Cinderella, is viewed as real while the other characters (stepmother, stepsister, father, fairy Godmother, the Prince, etc. ) are seen as symbolic representations of the various aspects of the heroines unconscious self. These characters all stand for parts of the unconscious which the heroine will eventually access. The story begins by describing the background of the fairy tale.We come to know that after the death of the heroines mother, her father took in another wife who had a daughter. The stepmother and stepsister were the p roudest and the haughtiest that were ever seen (Perrault, 1889). They did not like Cinderella, nor did they tolerate her good nature. The initial part of the story shows Cinderellas way of life after her fathers death. The introduction presents obvious facts known to Cinderella. For her, this represents the conscious. The main contrast between the conscious and the unconscious is represented by the known and the unknown situations.By the death of the father, there is a threesome in the story- the stepmother, stepsister and Cinderella. This indicates an incomplete cycle. Only when we pass number four will the cycle be complete. Cinderella, the stepmother, the stepsister and, eventually, the Prince is one example of a quaternary. At the start of the story, Cinderella or the female psyche is far from complete. She is very innocent, wide-eyed and immature. This immature female psyche lacks a caring mother figure within. In the first part of the story, we learn that the father took in another wife and he was completely dominated by her.We mark off that this is the only time Cinderellas father is mentioned in the story. He is an indolent father because he fails to save his daughter from the torturing hands of his wife. The father is an absent-one in Cinderellas life. Yet, he does a great contribution to the whole story. The female psyche starts out with an almost non-existent father figure or Animus and, at this stage, the mother is dead. This state of the psyche is tragic. It lacks a caring mother image and a father who cannot stand up for her. Doing nothing is the most expressive form of violence.The father does not offer any guidance in his daughters life. He does not even attempt to control the raging forces within her, personified as the cruel stepmother. He does nothing against the Shadow within the female psyche. In other words, the father represents a weak Animus in the psyche. As mentioned before, after the death of the father, a women-threesome is forme d. The stepmother is a total negative character. She represents the negative power of the psyche. The stepsister, although being a motionless character in the tale, also is connected with the mother and intensifies her negative power.Cinderella is the only positive power of the psyche in the threesome. From the beginning of the story, we notice that the Shadow s dominant in the female psyche. It has a control over the Animus and is, at the same time, trying to overthrow the Ego, which is young and under-developed. The stepmother, representing the Shadow archetype, is jealous of the young girl for her beauty, kindness and good nature. Thus, she is an active wrecker. The woman-threesome represents the principals of the womans psyche, the essential self of women. Every woman is born with this essential self.Cinderella, the positive character in the threesome, is the real essence of the womans self. According to Jung, the features of the dark side of the womans nous are expressed by i nstability, anger or hatred. The beginning of the story shows an unbalanced psyche. There is a dominance of the Shadow and a lack of the Animus in this psyche. The Animus is the mans power of the psyche it is a masculine prescript that appears in the womans psyche. regular(prenominal) attributes of the Animus are, for example, rationality, power, action or reasonableness.The Animus and the Self complement each other. Finally, in the harmonized psyche, they are integrated into one another, thereby achieving individuation. Cinderella is passive in the beginning of the story. She suffers a lot but does not baulk against the atrocities towards her. She simply waits for her destiny to get better. At this stage, the Self, the essence of the womans psyche, is suppressed under the dominance of the Shadow in the unconscious. Also, in the stage Cinderella does not have any friends. She is not sharing her grief with anyone until the fairy Godmother appears.The fairy Godmother appears when C inderella was alone in the house, her stepmother and stepsister having left over(p) for the royal troupe at the kings palace. The Godmother is the only friend Cinderella has, who compensates her love, friendship and the feeling of loneliness. Jung describes the fairy as the soul-mate and the incarnation of inspiration and spiritual fulfillments. The fairy Godmother comes to Cinderella from some unknown place. This symbolizes the unconscious. Now, Cinderella shares all her sorrows, wishes and grieves with her, and, finally, finds relief in a friend.This relief was very essential for her existence. The fairy Godmother from her unconscious is her own thought, her desire and hope for the change of the current situation. Talking with the fairy, Cinderella pursues her hope for a better life. Here, the Ego is trying to find a way for its integration with the Animus, in the absence of the Shadow. The Shadow finds Cinderella as a threat and hence, does not allow her to attend the royal pa rty. Our heroine is left alone at home when, for the first time, she speaks out her wish. Thus, at this stage, there is a first glimmer of awareness on the part of Cinderella.She is considered a threat by the Shadow figure in her psyche. The Ego is restricted in freedom. It is alienated from normal life (Jung). It continues to hide in the house and is forced to retreat from the normal life it wishes to live. The appearance of the Godmother meant the revelation of Cinderellas wishes. Later, the fairy disappears. This means that her hopes are revealed and must be suppressed. It must be hidden deep in the unconscious. Hence the fairy matinee idol mother disappears, never to return in the story. But her magic and magical powers do not disappear completely.It remains with Cinderella till she wears the shabu slippers and turns into beautiful Princess. Cinderella is blessed by the fairy Godmother. She is enchanted, gets new, beautiful dress, jewels, and a pair of glass slippers. This ma gic symbolizes her taking on a social mask. She presents herself the way she wants to be seen by other people. Here, the archetype of Persona has come to the fore. The Persona is the character we assume and that which we relate to others. It includes our social roles, the kind of clothes we choose to wear and our individual styles of expressing ourselves.Jung explains that Persona is important to achieve psychological maturity. The moment of the Cinderellas decision to attend the royal party indicates the rise of Animus in the psyche. She uses the magical powers enchanted upon her and this stands for the rebirth of Animus, the mans psyche in her mind. Even though she stays a passive victim under the pressure of the external circumstances, on the level of conscious, Cinderella struggles with it. She is aware of her desires and the power to reach them. This awareness of the inner power is the first sight of the Animus.The Animus principle represents straightness, rationality, power an d action (Jung). Cinderella is warned by her godmother to return from the party before the measure strikes 12. During the party, as soon as the clock strikes 12, Cinderella runs away from the palace. Jungian scholars interpret this as the test of the power of the Animus in Cinderella. She does not have any experience with the way the Animus behaves as she has never been exposed to it. She has never tried to be straight or follow her aims, rather submitting to the negative forces, without protest.She wants to listen to the Animus, but she is afraid of the peoples reaction to her new perspective to life (her Persona). Although she believes that she deserves to be there, she runs away, frightened that she would be recognized. Thus, the twelve-O-clock striking and Cinderellas run away can be interpreted as the female psyches defense mechanism mechanism. She is, once again, trying to hide herself and escape from the risk of exposing her true self. On her way home, Cinderella loses her glass slippers. A psychological explanation is that a slipper or a shoe symbolizes the persons attitude to the particular situation.Here, Cinderella loses her attitude to the mans principle (Animus) and retires into the unconscious, again suppressed. She failed the test of power, and is not able to encourage herself to fulfill her true desires. At this point, new characters appear in the story- the kings men who go around the country to find the Princess. This represents a link that is important for the further movement of the story. After Cinderella left her slippers behind, the kings men found it and brought it to the Prince. The Prince proclaimed, by sound of trumpet, that he would marry her whose foot the slipper would just fit (Perrault).He employed few men to find out the Princess. Thus, they began to try it on every young lady in the country and, eventually, find Cinderella. These men, who are employed by the Prince, may represent the part of Cinderellas mind, which has an i mpact on her self-evaluation. She is trying to regain her strength. She concludes that she wants to raise her social status. This implies that she is taking a positive attitude towards the newly-found Animus in her psyche. She is trying to integrate with it. When the Princes proclamation is made, the stepsister burst out laughing and began to banter her.She tried to stop Cinderella from trying the glass slippers. This implies that the Shadow and the Anima (the female power) are still more dominant in the psyche. Cinderella does not try the slipper on outright. The womans principle in her discourages her from trying to change her attitude towards life. These are the defense mechanisms in her psyche. It symbolizes her doubts- whether she would be accepted in this new attitude whether she would be hurt again. The men were ordered to let everyone try the glass slippers. Hence, Cinderella was oblige to try it.In a sense, she was taking her slippers back. The decision to try the slippers symbolizes the rise of the Animus. As it was mentioned before, a shoe (or slipper) represents the attitude towards life. Cinderella took her shoe back which means that she was again overtaken by the attitude of the Animus. Cinderella has to become conscious of her power first, to change her horrifying circumstances. When she realizes her powers, the Shadow loses its dominance in her psyche and the Animus takes over the power. This was the final test of the power of the Animus and she succeeds.The moment Cinderella wears the shoes, she is transformed into a beautiful Princess. This symbolizes the moment of victory of the Animus. Our heroine has taken the attitude to the Animus principle. She has accepted the Animus in the unconscious and is accepted by the society, too. By transforming into a Princess, Cinderella intensifies her new life attitude. Also, the Prince and his men symbolize protection so that the Shadow does not once again dominate the psyche. The story ends with Cinder ellas union with the Prince. The Prince represents the Animus.Thus, finally, the Ego is united with the Animus to form the true self. The evil characters in the story are not mentioned again. This indicates the death of the negative power in the psyche. The female psyche is now completely developed and, therefore, the process of individuation is complete.CONCLUSIONIn this project, I have tried to show how the theory of collective unconscious propounded by Carl. G. Jung is working in fairy tales, taking the examples of Snow White and the Seven Dwarfs (Grimm) and Cinderella (Perrault).I have tried to outline the various archetypes in both the stories. though these stories have changed over time to adapt to the society, the archetypes have remained the same. I have done a psychological analysis on both Snow White and Cinderella. With a look into its history, it is shown that these stories were independently created in different parts of the world. They are from different cultures, trib es or nations. Yet, there are a lot of similarities between these stories. Both stories are of the development of an immature female psyche.It is concerned with the psychological process of individuation. Through an archetypal interpretation of both these fairy tales, it is concluded that individuation was successfully achieved. Also, the fairy tales describe the importance of the Animus archetype in the womans psyche. Both our heroines, Snow White and Cinderella, in their respective stories are unable to understand what is useful from the conscious and had little idea of their own dark side, at the beginning of the story. The Ego in these female psyches is not aware of the existing, dominant Shadow.Then, as it develops, there are conflicts between the Ego and the Shadow. The Ego undergoes many stages in this stage as it gathers knowledge from the depths of the unconscious. In the end of both the stories, the Ego finds a way to escape from the clutches of the negative energy. Thus, it triumphs over the Shadow by integrating itself with the Animus. Thereby, both the heroines achieve individuation. In other words, the development of the female psyche is complete. From a psychological perspective we can say that both the heroines undergo similar emotions and personal experiences.Both are hated and tortured by their stepmothers they start out without an Animus and lack an image of a loving mother. Both wish to be free from the clutches of the Shadow. Finally, through struggles, sufferings and conflicts, they find their Princes, thus, uniting with the Animus. The behavior and motives of the female psyche is also quite similar. Thus this psychological analysis clearly shows that there exists a similarity of archetypes that appear in these fairy tales which were created by independent cultures. This psychological analysis is not only applicable to fairy tales but also to the contemporary literature.Questions would cram as to what is its relevance in the present da y literature and what effect does it have on children and adults. We can find the answer if we observe and comparison the experience of children and adults engaging in fairy tales. As Walter Odajynk, in his article The Archetypal Interpretation of Fairy Tales Bluebeard, argues, through archetypal interpretation, the psyche is engaged. While reading a fairy tale or any in effect(p) literature, an adult, with his/her matured intellect, may either interpret it in relation to a critical theory, personal identification or, ideally, an archetypal interpretation.However, a child does not have the context for critical theory, or the developed Ego for complex identification. In other words, a child does not have a mature intellect. The fairy tale serves as a method of emotional and psychological instruction. A child would be able to recognize the digression between good and evil, positive and negative, masculine and feminine, which are certain concepts propagated in all the fairy tales, with the help of archetypes. Thus, for the child, a fairy tale is like an early education in archetypal structures.This education begins with simple representations that are depicted in cartoon form, such as Pokemon and many Disney films, and then extends to more complex fantasy genre, such as the wizard tales of rag Potter (J. K. Rowling), Twilight (Stephanie Meyer), Lord of the Rings (J. R. R. Tolkien), etc. These days, children are more familiar with the Disney Films and not with the Grimm Brothers and Charles Perrault. Disney has obviously taken the archetypes represented in the fairy tales. The various archetypes appear in the Disney films, Harry Potter, Lord of the Rings and many other modern fictions.Observing the plot of these fictions, we would find the common archetypes- the righteous warrior, the villain who must be overcome, the humble birth and the prophesied journey of the hero. Disneys heroines are all pure, beautiful, innocent and sweet, whereas heroes are all nobl e, heroic and are on some quest or adventurous journey. In the Disney Fairy Tale Films, the fairy Godmother, like the one who gets Cinderella ready for the Ball, serves as the archetype of sassy nonagenarian Woman/Man. This archetype serves the purpose of being the learn (helper). In Lord of the Rings, it is Gandalf who is like the archetype of Wise Old Man.In Harry Potter, it is Albus Dumbledore. Also, Hermione Granger (Harry Potters friend) is an Anima. In Lord of the Rings, we find Sam as Frodos Anima, though they are both males. Speaking of the Shadow archetypes, the famous villains nicely personify the Shadow. So, Lord Voldemort and the Deatheaters are the Shadow in Harry Potter. The villain is what the hero could become if he fails in his quest. This fact is repeated several(prenominal) times in the Harry Potter series. Harry, who has equal powers as Voldemort, is invited many times to join him as a Deatheaters.Likewise, the evil Queen in Disneys Snow White is corrupted by the Shadow theatrical role of envy, placing her in stark contrast to Snow Whites righteousness and beauty while Cinderellas wicked stepmother could be said to represent a contrast to Cinderellas gentle kindness and ability to take joy in small things. Thus, we can conclude that even in modern fiction, the archetypes do work to express the collective unconscious. This project focused mainly on fairy tales, rather than modern fiction because, as Marie von Franz says, fairy tales are the purest and simplest expression of collective unconscious psychic process.Therefore, their value for the scientific investigation of the unconscious exceeds that of all other materials. Fairy tales allow the unconscious to be observed more specifically. The characters in fairy tales represent archetypes, not human being, and thus, the unconscious is more easily accessible. In other words, the unconscious elements become more conscious in fairy tales. In conclusion, we can say that the archetypal natu re of fairy tales make them benevolent to children and adults, and transcend cultural boundaries.The theory of collective unconscious is not limited to a certain culture, place or nation. It is valid in comparison of independently created stories of all times, be it ancient or modern. We must not miss to notice that in stories, the archetypes are always fragmented into individual characters, but in real life, each of us carries qualities of each archetype in us. If not, we would not be able to relate the characters and archetypes, and accept them. You have an Anima or Animus. Likewise, you have a Shadow and a wise part that knows the best answer. It is just that you must learn to listen to it.

Pros and Cons of Fast Food

The Good and Bad of firm forage for thought The Good and Bad That lush Food Brings To Our Society Shawn Guzman E. C. P. I. English 110 The Good and Bad That devalued Food Brings To Our Society In this day and age e actu in allyone has had well-nigh stress of loyal forage. in that location ar many options to choose from all however virtually the world. If one was to travel down any main city block, he or she whitethorn be overwhelmed with the many options to choose from. The or so favourite options whitethorn be McDonalds, Burger King, Pizza Hut, and Subway just to name a a couple of(prenominal). The choices ar al to the juicyest degree endless. The availability to corrode turbulent f are is e very(prenominal)where.It is very hard non to nonice when thither argon advertisements on television, magazines, and all over the internet. The advertisements offer great necks, large quantities, great gifts and more(prenominal)(prenominal). It lay to the highest degr ee dumbfound very hard to avoid the temptation. That is what these franchises marketing groups are targeting. thither are many questions asked about(predicate) how rheumy profligate fare is. in that location are constant debates that profligate fodder is bad for you. I bank if you eat too much of anything it whitethorn be un salubrious. Fast fare has been around for a long time and seems like it give be around in the future as well.There are pricy and bad things about unfluctuating nourishment that many plurality are aware of. Thats why in that location are everlastingly debates about the pros and cons of fast feed. The way that fast food is portrayed to be membrane-forming is understandable and there are many reasons to support that, but there are also many reasons why tribe think fast food is great and is not getting any less popular. A very good thing about fast food is the availability. There are many locations to eat fast food. At any keep open moment driv ing down the street sight disregard slug over to one of many chains of fast food restaurants to eat.There are different varieties to choose from such as Chinese food, pizza, Mexi fire, and maybe the most popular hamburgers and fries. Every year there are more and more locations popping up that offer different varieties to choose from. Franchises like Wendys and McDonalds seems like there are locations everywhere. McDonalds operated their first location certify in 1955 and now McDonalds is the leading global foodservice retailer with more than 32,000 local restaurants circumstances more than60 million stack in 117 countries each day (Our history, n. d. ). Fast food is very convenient for a jam of people that are on the go.Many households may not pee the time to situate a well home cooked meal. A single parent that that gets up in the morning and has to get ready for work, while taking attending of a child, may not hit the time to cook breakfast. This is a time when the pa rent may elect to get a breakfast on the way to work. After a long day of working a fulltime job, that person may not have the time or energy to cook a meal at home. That is when fast food may be very convenient. Many households may not have the time to sit down as a family, and eat breakfast, dejeuner or dinner.This is a perfect time when fast food may come in handy. Many fast food locations have very cheap impairments. If you so-and-so go to a specialised location and eat a full course meal for under five dollars, that may be very affordable. With the state of economy being the way it is immediately in the U. S many people might not be able to afford the cost of grocery shopping. People may privilege to purchase an inexpensive meal to feed each other. Imagine a single parent has a child that is hungry and the parent barely has five dollars. There are locations now such as McDonalds that have what they call, The Dollar Menu. Based on McDonalds website, people can hunting lodge variety of breakfast sandwiches, hamburgers for lunch, and all the same soft drinks, for just $1 dollar a piece (Dollar menu, n. d. ). The average person can purchase 5 different items with 5 dollars. That can feed a couple of people in a household. Some may say this can flip over out to be very costly if done on a regular basis, although there can be many reasons why this can be perceived as an affordable and viable option. There may be many that believe fast food is completely unhealthy, when that is not necessarily straightforward.If fast food is eaten at moderate rates it is not necessarily an unhealthy issue. presently based on the U. S Food and Drug Administration (FDA) they state FDA regulations require nutrition information to count on most foods, and any claims on food products must be truthful and not misleading. In addition, low sodium, reduced fat, and high fictitious character must meet strict government definitions. FDA has defined other impairment used to describe the content of a nutrient, such as low, reduced, high, free, lean, spear carrier lean, good source, less, light, and more.So a consumer who wants to reduce sodium intake can be assured that the manufacturer of a product claiming to be low sodium or reduced in sodium has met these definitions. (Food label, 2008) The label for the food has nutritional facts on it. The labels are suppose to state how much calories an item has in it, or how much salt and abrasion the item contains. These facts are useful to determine if the item is healthy or not. Even though most of these fast foods can contain a high volume of cholesterin or fats, if taken in moderation it may not be unhealthy.It may seem that fast food is the most unhealthy food in the world, and rightfully so. There are so many forbids about fast food, that some people may think why even eat it at all. The effects of eating too much fast food can be very costly. Even though it may seem like fast food is so delicious and there are so many different options, is it really worth it in the end? One of the unhealthy ingredients in most fast food is Trans fat. Trans fat is fat produced from the industrial process of atomic number 1ation, in which molecular hydrogen (H2) is added to vegetable oil, thereby converting liquid fat to semisolid fat. (Trans, 2011) Some of the specific fast foods that contain Trans fat are items such as pizza dough, French fries, and fried chicken just to name a few (Trans, 2011). There are so many different types of fast food that uses some form of Trans fat. There are many health stakes that can start from eating too much fast food that contains Trans fat. There have been many studies to determine if Trans fats or saturated fats cause midsection disorder. At one point in the late 1980s some test confirmed that saturated fats lead to heart disease, this caused many to believe there was no harm in eating fast food that contain Trans fat.The consumption of Trans fat rose dras tically during that time. It wasnt until the 1990s that test confirmed that Trans fat was actually a higher risk to cause heart disease than saturated fats (Trans, 2011). Either way it seems that both types of fat can cause some form of heart disease if too much is consumed. The best thing is to have a healthy diet. Fast food can be the start of an unhealthy diet. There are plenty of unhealthy ingredients in most fast food meals. Many people may say that there is a procure of weight when eating fast food. People who eat a lot of fast food probably have a better observe of being overweight.If someone eats more than a couple of fast food meals a week most likely they are not in proper shape. Eating too much of any fast food is not healthy for any one. When eating foods that are unhealthy they mostly contain fats, salts, or some type of sweetening. These types of ingredients may be addictive. People whove been eating fast food for a while may believe that it is too hard to just stop eating. Some people may say just stop eating fast food, but is it really that easy? Certain ingredients may be addictive or have some type of mental power.A former director of the FDA Dr Kessler states When it comes to stimulate our chiefs, Dr. Kessler noted, individual ingredients arent particularly potent. But by combining fats, sugar and salt in innumerable ways, food feignrs have essentially tapped into the brains reward system, creating a feedback loop that stimulates our desire to eat and leaves us wanting more and more even when were full. (Parker-Pope, 2009) In this phrase Dr Kessler continues to make valid points on how it seems that fast food restaurants use this to theyre advantage.Some of these restaurants have scientist that try to figure out the perfect combinations of sweets and fats that seem overtake to the human taste buds (Parker-Pope, 2009). With the food scientist making food irresistible, it makes it that much harder to draw down the hamburger or French f ries that taste so good. So just think that if these scientists, that work for these fast food restaurants, make it that much harder to stop eating fast food, people are passing play to continue eating fast food. That is when people start to gain weight.When people keep eating even though they are no durable hungry, that can lead to being overweight and obesity. Those are big problems in our society and why fast food is a contributor to that problem. The negative perception about fast food being unhealthy is true because of the tactics that are sometimes taken. Some of the tactics used by fast food restaurants are their marketing campaigns. For example the McDonalds Happy meal that is marketed toward children. These Happy Meals can be purchased at a reasonable price and also come with a toy. It is very hard to tell hildren no when they see that a toy comes with the fast food they are about to eat. Most of the time a child doesnt even deal about the meal itself. Imagine trying to feed your child a healthy meal, but they frequently see their most popular survey character or super hero toy being prone away free with an unhealthy McDonalds Happy Meal. This is what many parents have to deal with. Finally someone is trying to change this from being a problem. Currently San Francisco city officials are trying to ban Happy Meals from being change with toys if they dont meet certain nutritional standards.The San Francisco Supervisor Eric Mar, who started the proposal, state I do believe that toys and other incentives attached to foods that are high in sugar, fat, and calories are a major reason for the alarming rear for childhood obesity in this country, Mar said. This is a very humiliated ordinance that is an incentive for the industry to take responsibility for healthier choices for children and parents. (Martinez, 2010) hopefully if one city or state stands up for our children others may follow.This can be the start of what our nation needs to start getting back to eating healthier. Fast food companies need to be controlled somewhat on how they are marketing their unhealthy food to little children. There are a lot of arguments about if fast food is healthy or unhealthy. Some people believe fast food is very affordable and convenient, with plenty of options to choose from around every corner. The way our nation is always on the go, it is hard to argue with a person wanting to just grab a bite while on their way to work, or when taking their children to school.Sometimes it feels like there is not enough time in the day to cook, and fast food is a perfect option at the end of the day. As for fast food being unhealthy, is not a real debate. There are current test that clearly make that as being the case, but quantity and regularity seems to be more of a problem. If a person eats too much fast food on a regular basis than that can advance to be deadly. We are in the land of the free, where we believe in emancipation of choice. If someon e wants to eat fast food that is a choice they can make for themselves, whether it is healthy or not.References Dollar Menu. (n. d). McDonalds. com. Retrieved Jan. 1, 2011, from http//www. mcdonalds. com/us/en/food/meal_bundles/dollar_menu. hypertext mark-up language Food Label Helps Consumers Make Healthier Choices. (2008). Retrieved Dec. 27, 2010, from the world enormous web http//www. fda. gov/ForConsumers/ConsumerUpdates/ucm094536. htmmoreinfo Martinez, Michael. (2010, Nov. 8). Ban on low-nutrition Kid-toy meals draws nearer in San Francisco. CNN. com. Retrieved Jan. 3, 2010, from http//www. cnn. com/2010/US/11/04/california. fast. ood/index. html? iref=allsearch Our History. (n. d). McDonalds. com. Retrieved Jan. 2, 2011, from http//www. mcdonalds. com/us/en/our_story. html Parker-Pope, T. (2009, June 22). How the Food Makers Captured Our Brains. The New York times on the Web. Retrieved Jan. 4, 2011, from the world wide web http//www. nytimes. com/2009/06/23/health/23well. h tml? _r=1=health Trans fat. (2011). In Encyclop? dia Britannica. Retrieved Jan. 1, 2011 from http//www. britannica. com/EBchecked/topic/1085248/trans-fat

Person centred approaches in adult social care settings Essay

Assignment compositionAssignment overview In this assignment you will bear witness your have a go at itledge of person-centred sustainment. You will explore what is meant by the term consent, typeset person-centred values, and hit the books how active participation laughingstock be used to scoop up effect. You will consider how find sound judgments burn d testify champion informed choices and test the factors that contribute to the rise world of singles using the utility.see more wherefore person centred values argon important and how they influence affectionate c are workTasksThere are three tasks to this assignment.A Information cuspB Short answer questionsC Case studiesTask B Short answer questionsBi- Describe two slipway of determination step to the fore round the history, preferences, wishes and indigences of an case-by-case using the service. If the resident is unable to tattle about themselves and what they want then a good way of finding out is to rag to family and friends. They will rush important cultivation about the resident that may benefactor you communicate with that person. If the service drug substance ab drug exploiter git speak for themselves then the mental faculty can sit down and talk to find out more about their needs, preferences and their history.Bii- Describe two ship canal of making sure that the history, preferences, wishes and needs of an individual using the service are recognised in underpin or reverence computer programmes. The service exploiter could write down their wishes and needs, if they are able to read and write. With the help of the cater the service exploiter could add extras wish preferent music, colour, type of outfit, favourite food, activity and so on.Biii- Explain how a care plan helps friendly care workers to work in a person centred way. Whoever carrys out the service users care plan should have complete discretion of the plan themselves. The care plan is the most import ant thing to have grappleledge about as this is the most valuable piece of information with the service users needs, wishes and preferences.Biv- Define what is meant by the term active participation.1. Promoting in that respect independence2. Enjoy day to day life without any shin3. To help the service user with whatever they ask as you are the only help they may have.Bv- Give two examples of active participation, explaining how the individual using the service may benefit from being fully involved. hire them to plan a day out themselves, this will help a service feel more independent and happy. To help them crowd there independence this will help the service user get to know what is happening where they live and get more social.Bvi- Using the table below, trace three examples of barriers to active participation and how each can be overcome. obstacle How it can be overcomeLack of encountering Speak brasslike and clearHearing aidInterpreterLack of teamwork Staff to brood o f concernsSocial workers, docs, nurses or/and stave to discuss any issues with the service userMeetings to be made to keep up to date with service userFeeling excluded Service user to help create care planConversations with the service user about anythingService user to take in the staff meetings to be more involvedBvii- Describe two slipway of supporting(a) active participation. Collecting leaflets and showing them to the service user to endeavour and get them involved in activities in the community. Take the service user to declare one egotism in a shop or event.Bviii- Explain how the identity of an individual using the service is linked to their whole somewhat being. Moving into a care home is a big thing and a service user could be very alone and afraid of what it may be like so staff should always leave any service user feel loved and unforgotten to protect them from losing there identity.Bix- Explain how the self obedience of an individual using the service is linked t o their sound being. Every service user should be treated for respect and confidence, if you do this then that persons self esteem will be very good and this will help the person feel welcome and able to speak to any of the staff about any problems, fears, wishes and preferences.Bx Describe two attitudes or approaches which could promote the well being of an individual using the service. Service users should all be inclined the right to choose what they want and how they want it. Just like you or I would like a hot cop of tea with 2 sugars, you wouldnt immerse your own sugar so you shouldnt forget theirs. Staff should be up to date with their training so they can see and learn the service users wishes and preferences.Bx Describe two attitudes or approaches which could promote the well being of an individual using the service. Staff need to understand the service users way of life. Whether that is its religion, choice of food, type of clothing. To understand all this it is indisp ensable that the staff read the service users care plan.Bxi Identify two ways of making sure an individuals physical environment promotes their well being. When it is time for a meal the staff should know how that service user would like there meal. Some could be a vegan or a vegetarian. Some may just not like a miscellany of meat, veg, or fruit. Involving the service user in making the meal is as well a great way in promoting the service users well being as this will make them feel involved in something and know what they are putting in there mouths.Bxii Identify two ways of working that promote an individuals social and emotional well being. All staff should understand the users support plan. This is so the staff can understand what the user needs.Example- What kind of communication or if they need care with eating.Task CCase study oneMarcus Thompson is 18 and has tuition disabilities. He is moving from childrens social care to adult social care and has to decide whether h e wants to remain at home with his family or move to supported housing. You are his support worker and think he would be better off living away from his family who sometimes try to do too much for him.Ci Identify ways of service of process Marcus to make an informed choice. You could propose to Marcus if he would like to visit the support housing to see if it is the kind of thing he would prefer. He could plosive speech sound a night or just spend the day. You could also cause Marcus to speak to some of the other service users and ask questions about the support housing.Cii Explain why it is important that you do not let your own view influence Marcus final decision. It is important because it is not he breathing out into support housing it is someone else. Marcus could maybe love being looked later on by his family and want to be around them. But he may want a bit more independence. This is why it is important to make sure Marcus knows that it is completely up to him, its his decision.Case study twoMr Mistry has tardily been discharged from hospital after a serious fall. He wants to bear on living at home, but there is some pressure on him from his family to move to live with them, or to move to a supported environment. They imagine they have the support of the medical profession in this.Ciii Explain how a thorough risk assessment might help Mr Mistry make up his mind about what he wants. If a thorough risk assessment is carried out and explained deeply to Mr Mistry, then he may then experience that he does need more help than he thinks and may consider help. Some people dont like to admit they need extra help, which is why it is important the whole situation is explained so the user knows what could happen.Civ Explain why Mr Mistry may choose to take a risk and live alone in his home. Mr Mistry may choose to live at home because he likes his independence and making his own decisions. He has in all probability lived their his whole life, moving away to get looked after by your family or care staff may be sound scary to some who has done everything themselves.Cv Describe ways of helping Mr Mistry question or challenge decisions made by his family or other professionals with which he does not agree. Staff should set up a meeting for professionals, family and of course Mr Mistry to attend and discuss what he wants. Mr Mistry can still make his own decisions.

Vitasoy †Sparkling Soy Milk

VITASOY sparkle soy draw Executive summary Background of Studies Environmental s placening Advertising and promotion strategies/ tactics Conclusion Reference Appendices Executive summary Background of Studies In 1940, Vitasoy was established by Dr K. S. Lo in Hong Kong. soja bean bean is the primary(prenominal)(prenominal) come of protein for Chinese mountain for 4,000 years. Mr. Lo brought this big idea to Hong Kong commercialise, he began to address his Soya bean draw from delivery in fresh to clients homes on bicycle, grow his lotiness to retail out permits later on the World War.Nowadays, VITASOY chemical companys harvest-tides sell in everyplace 40 markets around the world and become the world-wide organization which is standards in quality and innovative mathematical harvest-homes. Vitasoys key ingathering is soybean plant boozing and tofu, which is nutritious and high-protein wellnessy for people. Vitasoy was built-up nearly 70 years, it is l egato the one of the almost famous local trademark beyond Hong Kong, through the high quality, the grand tasting, healthy and sold at affordable price, those ar the factors why Vitasoy is successful its unique selling pro authority.The industry uniqueness 1. flaw loyalty Through nearly 70 years, Vitasoy is salvage a drawing card in the industry in Hong Kong 2. 3 main competitors HI-C Ribena Yeos 3. inexpensive price For wide client segment (e. g. student, adult, elders) Environmental s fecal matterning 1. communicate Situation Analysis Vitasoy is the biggest supplier of the soymilk market in Hong Kong. accord to Mingpao Finance (2008/08/04), she has 75% of the market sh be of the soymilk in HK, 50% of Shenzhen &038 Guangzhou, 35% of Australia &038 New Zealand.The most traditional &038 strong accept the soymilk ingathering in Hong Kong which is Vitasoy, beca expenditure she is look ating out her coach-and-fouriness 69 years in Hong Kong, so eachone knows as her. Although she is much advantage for business in HK, she still needs to c ar a few points, quality of the soymilk. In 1996, after the incident of soymilk taste deterioration, Vitasoy had a bad composition for her mark and lost HKD 60,000,000 profit. Nowadays, clients advocate the health food, soy bean of soymilk is an thoroughgoing food without artificial preservatives, genetically-modified (GM) foods.This is the biggest business opportunity for Vitasoy, so she begins the abroad business, exchangeable Australia and New Zealand, that she has a good return. On the an some former(a)(a)(prenominal) through, when the similar reaping like milk occur problems, soymilk go out suit the s hindquartersty profit. Its a fact, when last year, the main land China lapse the poison milk, at the same succession, the soymilk get the great sales, it amplification 56% for the total sales. However, the opportunity brought a threat of competitors, like Yeos and Coca Cola. The heavy(p)st compe titor, Coca Cola has much capital to attack the soymilk market.Vitasoy whoremasternot bear this risk, so she needs to be a pioneer for the overseas and the Mainland China market, to machinate the strong subtraction for the future expansion 2. ) wear a customer digest Up to 31 March 2009, the study sales market of Vitasoy is Hong Kong and Macau, which carries 53% of total sale amount. The second market is Mainland China, which is 20%. Other markets ar Australia, Zealand, North America and Singapore. All these markets are growing gradually. In the recent years, Vitasoy is keen on launching unlike varieties and promoting benefits of soy to customers who concern their health.Such strategies widen the customer groups to all ages as well as both genders. It raised Vitasoys sales branch and market share. Besides, the Groups tuck shop business and cater business in addition volumeed a healthy contribution growth. From the Vitasoy ingatherings, most of our customers (44%) choose s oymilk while 20% select Lemon tea harvest-homes. In September 2008, mass alertness to the safety of dairy milk was awakened by the outbreak of the melamine issue. Because of similarity between dairy milk and soymilk, soymilk of Vitasoy became a popular alternative for customers.Vitasoy is enjoying good reputation and good quality image among Hong Kong people. Apart from Vitasoys existing customer, we read to explore more potient customers to increase the market share. Further to the information from the nosecount and Statistics Department in Hong Kong 2008, there are more females (52. 7%) than males (47. 3%). In the demographic characteristics, the largest age group is 35-64 year old (64. 6%) The second large age group is 0-14 year old (12. 2%). We impart base on these statistics for ingathering development. 3. ) Conduct a intersection analysis Vitasoy is a kind of well-known soymilk in Hong Kong. in spite of it is a traditional ingathering among people, sore product is requ ired to run in order to sustain the market share. The bran- saucily product is called shine soy milk which pull up stakes be one of the swallows in beginning with Vitasoy series that go out be released in mid-November 2009. This exclusive product is exceptional to be sold during this Christmas season. Overview the product ? Using soymilk as tooshie ? Nutrient healthy product that is featured with the most low concentrated flesh out and abundant protein ? Using a plastic store as a container ? Selling it for both cool and hot option ? Adding Konjac inside(a) the soymilk Shake it at least 10 times earlier plighting ? Not only suffer whoop it up it, even can chew it ? Printed with dark in glow snow fig that pull up stakes glow white at night ? A heat up re nimble feature. After holding it for a while, it pass on then change into other color. It is created by using thermal color sign This product is especially adequate for children, teenager. Traditionally, adu lt and elder has been chronically inebriation soymilk that they are treated as basic advantage. 4. Conduct a competitor analysis Even Vitasoy is the one of the largest soymilk companies, but there are umpteen companies intend to replace its position.After our observation, we can divide their competitors in terzetto parts Direct competitor, in machinate competitor and Potential competitor. HI-C is the main direct competitor. HI-C has developed several soymilk products to against Vitasoy, HI-C is the second describe of Coca-Cola in Hong Kong, which enjoys a huge resource backup against Vitasoy. Melon Flavored soybean milk is the most well-disposed product of HI-C. As Vitasoy has already existed in this market for 50 years, and became a household brand, so HI-C is still hard to replace Vitasoys position in Hong Kong.Ribena is one of the indirect competitors for Vitasoy. Nowadays, Hong Kong people evermore care their health as the first priority and Ribena domiciliated a high qua lity drink which heads delicious blackcurrant taste and it provides with a rich Vitamin C, it is very powerful for the customer to choose their product according to the healthiness. Although Vitasoys soymilk likewise provides a health drink to people, but as customers seaportt the brand loyalty for every product, so Ribena should be the big challenge for Vitasoy. Yeos should be the potential competitor for Vitasoy.Although their sales amount still cannot stake in the market, but Yeos eer develop sunrise(prenominal) product like black soymilk, green bean soymilk and so forth And their main product is organic soymilk, this can attract more and more people to buy their products, so we list them to the potential competitor with Vitasoy. 5. ) Justify the customer segment, targeting and positioning strategies In accordance with the data of customer analysis, we target the group of children, teenagers and family for our new product as they are in the large popluation. Our new product is named as sparkly soy milk.It is Vitasoy soybean milk with Konjac, which increases the elements of nutrient. And exit touch it before purpose. Customers can make fun with such(prenominal)(prenominal) drink into the boring life. As we know, in Hong Kong, females are in the majority. The product appearance forget increase their purchasing interest. In order to ascertain the attention of female customers, the drink will be dressed up with glow-in-dark snow pattern and heat sensitive feature on the advancement, which will study festival atmosphere and romantic feeling. In fact, the drink packaging is as well giving the impassioned and cheerful outlook to attract family group for purchase.The drink consists of twain sizes, 330ml and 500ml in volumes, which provide options to different consumers. During the promotion, we will use both above the decipher and down the stairs the marches strategies. For the above the line strategies, lane Show and MTR advertisement are our first launch. We will also introduce the drink to customers via internet, for instance, Facebook and Yahoo website, together with advertisements on teenagers magazine. For the below the line strategies, we will put the promotional materials such as store monetary standard and promotional corner on the store to draw the ustomers attention. Besides, we will take the free sample at the density of crowd districts, Causeway Bay, Mong Kok, to let the popular taste our product. We will contact primary and secondary schools to offer the promotional purchase of our new product with special discount. Compared with our other products and other similar drinks in the market, we will suggest selling the new drink at HKD 4. 50 per bottle (for small one) and HKD 6. 50 per bottle (for large one). Consumers can get the drinks from supermarkets, 7-Eleven, Circle K and other self consumption machine.These places can let our products to get reach of consumers at anytime and anywhere. It is much suitab le for busy people in Hong Kong. Advertising and Promotion strategies/ tactics 1. localize the overall branding strategies Base on the result of the environmental scanning, we go on that our target customers will be children and teenagers. And our product is a funny health drink. For the overall branding strategies, we will delay the original and add a little factor for the brand, fictive and Funny. Vitasoy the brand is very strong in HK, so we dont need promo the brand with great exertion.On the other hand, the other factor make Vitasoy success is creative, but we havent used the promo before. So this time, we will use a great exertion for the creative and remind the customers the soymilk is the health drinks. Our new product will show how funny of the brand. Therefore, there are common chord main points for current branding strategies, Health, Funny and Creative. for the first time, Health we will through the some the line thematic to remind customers, when you drink Vita soy soymilk, the how many advantages for you health that you will get.Second, Funny we will through the about the line tactical (dispatch sample) and below the line thematic (POS display) to education the consumer how to use and how to have fun from the product. Third, Creative we will through the new product to stick out Vitasoy of all time is a creative brand. It will bring a message to the consumers, thats soymilk not only for health, its can be fun, an invest and the order usage when you make more creative. 2. The system approach of conversation strategiesThe concept of marketing discourse proposening which recognizes the value of an all-inclusive plan that measures the strategic roles of variety of communication disciplines (general advertise, direct response, sales promotion, and public relations) and combines these disciplines to provide clarity, consistency, and maximum communication impact. Clarity means clearness of appearance. Our product has a clear message to all customer which is Health, Warm &038 gestate Fun. In all advertising, we will base on these three messages to promote to the customer how the drink is healthy, why you will feel warm and how you can have fun in this.Consistency means universe in conformity with a set of rules, guidelines or policies. Since Vitasoy was born, their name, logo, mission was keep for 50 years. Because of these consistency factors, Vitasoy can keep their name in every people mind. On the other hand, the drink will promote to a limited period product in the last season, but we will still promote this drink which without the dressed up with glow-in-dark snow pattern and heat sensitive feature on the packaging after this period. We will promote this drink which base on the healthy when the soymilk add-on Konjac.Therefore, the package will different, very normal. Maximum communication impact which gives the customer a profound impact by the products or advertising. As our product will be dressed up with g low-in-dark snow pattern and heat sensitive feature on the packaging, which does not have any other similar product in the market and it is a limited product in the last season, so we think this is most impactful to the customer. Through the advertising, we can achieve to attract the consumer to buy our product. Pull &038 Push are the two promotional strategies in our advertising.Pull is the promotional strategy which a new product is heavily advertised before its retail and come on up the demand which draws customers attention into the retail stores. As one of our target groups is teenagers, we will hire some model and send them to Mong Kok, Tsim Sha Tsui, and Causeway Bay etc which the teenagers always go shopping and dining in these places. The models will present them a present which include a sample of our new product and a leaflet to introduce. In addition, we also promote our product in Road Show and MTR advertisements are our first launch.The advertising agency can always b roadcasts the advertising in the golden hour which the most audience continue the television or listening the radio. We will make a 20 second advertising and play it in Roadshow and posters in every MTR office because there are more than million people travel bus and MTR every day. We will also introduce the drink to customers via internet such as Facebook and Yahoo website, together with advertisements on teenagers magazine. Because there are over million people watch these media every day, so the message can always recall.On the other hand, we will setup promotional counters in the mainly supermarket, because many housewives go to the supermarket everyday and they always go with their children, so they can taste and feel our product together. likewise, we will promote the drink in primary school and give free samples to the students. This strategy calls superlative of Sell. According to these promotions, we can also call this as higher up the line which is a promotional meth od, included all media, and is under controlled by the client. This can have a long term effective to boost up the customers attention.Push strategy which is through the difference channels with a product that customer will be attracted by the advertising and other factors such as rebates. Push strategy also like under the line strategy which is through the media like sales promotion, banner etc. We will setup some banner and promotional corner in the stores to attract the customers attention. 3. The advertising and promotion program elements It divides into 3 major communication objectives to customers Health Warm Have fun Health It is aimed to present a health image to customers that it is more benefit than they are expecting.Obviously, soy product has been widely introducing into Asian market that can bring health to the customers. In the western, Soymilk is the top soy products by awareness in the get together State. It benefits people to stay fresh Heart Disease, Cancer, Osteoporosis and Menopausal symptoms (Consumer Attitudes most Nutrition (2008) Online PDF). Macronutrient musical theme of Soybeans (% Kcal) pic Complete protein, providing all 9 essential amino acids As Soymilk is mainly made from soybean, so it has abundant nutrient drink for children, teenager and elder.Thus, it is regarded as healthy and emphasize on low saturated fat (not Trans fats) and high protein. Since more and more people have concerned about their food whether it is harm to their health, and received a knowledge of trans fats product were being used from Macdonald and KFC widely in the market. Recently, such components are going to be removed and refused. In other words, Market is seeking a product who is selling along with health features. All in all, Vitasoy, sparkling soybean milk which is high protein and low saturated fat that can prevent heart disease.Protein can be supplying childrens need of their growing. By releasing this new product, additionally it is adde d with Konjac which is including a high proportion of lineament to help the digestive system. It is what the parent are looking for. Warm frothy soybean milk is positioning at giving delighting and warm to people, such as children, teenager and couple. Children could drink it whenever they have a breakfast, lunch time in daily lives. It accompanies with their childhood. For teenager, it is also appropriate for a party beverage when holding a party.People can keep in tie-in with their community with drinking together. Couple feels harmony and romantic by drinking hot soymilk with glow in dark plastic bottle during winter and Christmas season. Have Fun It can be playful. First of all, sparkling soymilk with adding Konjac inside. So, it is not only a drink but also can be masticable. Before drinking it, people have to shake it at least 10 times to make sure Konjac are well mixed. Second, it can glow. The container is printed by dark in glow ink to let the bottle glowing in darkness. It is awesome when drinking it at party, birthday celebration and dating.Apart from that, the bottle can be changing its color when holding it by hands. Yet, Couple holds the bottle each other to feel warm and make it colour changing. All above gimmicks can bring people to have a romantic, fantasy and the warmest Christmas festival that they have not experienced ever. By the above 3 objectives, customer should get a feeling and perspective of the new product featured in healthy, warm &038 harmony and even funny thing. Our key message is Warmest Christmas, Sparkling Health ???? ???? Marcom Tactics Advertising Creative strategies Story Board 1. pic 2. pic . pic 4. pic 5. pic 6. pic Media cookery For the new product Sparkling soy milk, we design to make above the line &038 below the line promotion. Above the line active Roadshow Advertising it will be a two parts advertising. First a whole shelter poster in the pic densely inhabit districts, Causeway Bay, Admiralty, Tsim Sha Tsu i and Mong Kok. The promotion will contain the high level of the line of vision. The poster will show 3 images of our communication objectives.Second, it will be a 30 sec advertising for Warm, Have fun and Health. MTR position Promotion it will be a 4-Sheet Panel poster in all line of the MTR. The promotion willpic be watch by 3,500,000 passengers for every day. The poster will as same as the bus stop promotion. Radio Advertising it will be a 3 part of 5 sec advertising. The voice will be record form a famous DJ Sammy. It will produce the audience three images of our communication objectives. Print Advertising it will be advertising on the Eat &038 Travel Weekly. Its a page of the new pic product usage and key message. Online Web Site it will be advertising on our main homepage to describe the new product feature. pic And centripetal an account on the Facebook to promotion the whole brand and communicate with the consumers. Also we will advertising on yahoo too . Dispatch Sample it will be make people keep an eye on the new product. We will engage some models picpicpicpicpic to dispatch the sample in densely populated districts, Causeway Bay, Admiralty, Tsim Sha Tsui and picpicpicpicpic Mong Kok. Cooperative Advertising it will be advertising with supermarket, Welcome &038 Parkn shop. We will make a discount for the new product and the cost will be share with each other.It will also affect the consumer buy more. Below the line active POS Display it will be me people attention for the new products in the shop. It will carry out on picpicpic pic Mannings, Watsons, 7-Eleven and Circle K. Sale Promotions activities Beyond the advertising, we will carry out some promotions activities Coupons we will provide coupons in the newspaper, Apple daily, The sun. Consumer can use the coupons to buy our new product for save 1. 5 dollars.Premiums we will provide a small key chain (a small soymilk finger) for buying two of soymilk, it wi ll produce two types. Conclusions Appendices Reference 1. Consumer Attitudes About Nutrition (2008) Online PDF Available from http//www. soyconnection. com/health_nutrition/pdf/ConsumerAttitudes2008. pdf Accessed 9/11/2009 2. Product Vitasoy http//www. vitasoy. com. hk/eng/product/soya001. hypertext mark-up language 3. Annual report of Vitasoy http//www. vitasoy. com/download. php? id=105&038lang=en 4. Mingpaonews, Finance http//finance. sina. com. hk/cgi-bin/nw/show. cgi/2880/2/1/1642787/1. html &8212&8212&8212&8212&8212&8212&8212 pic