McDonalds and Tesco Promotional Mix

McDonalds and Tesco Promotional Mix 1A. Mc DONALDS: COMPANY OVERVIEW Dick and Mac McDonald founded the very first drive-in and self service restaurant in California, US in 1940. Today McDonalds is one of the leading fast-food retailer having more than 32,000 local restaurants [1] across the globe. With a mass penetration and exhilarating brand image, McDonalds is serving more thanÂÂ  60 million people in approximately 117 countries of the world [1]. To establish its market presence and differentiate from its competitors, McDonalds has created a number of logos and road signs depending upon its operations as for example dine-in facility drive-through etc. Following are few examples illustrating different logos: [2] Different Logos of McDonalds 1.1 THE PROMOTIONAL MIX STRATEGY McDonalds has employed an effective promotional mix strategy for the marketing of its products and services. For the organisation to penetrate within a specific market, it is essential to gain maximum knowledge about the culture, taste, climate, consumer needs etc. to design a correct set of promotional mix for marketing its marketing campaign. The right choice of the promotional mix helps the organisation to communicate the benefits of its products and services to the consumers (OShaughnessy 2003, p. 110). McDonalds core consumer base is built upon children, business personnel and fast-food lovers. Followed by which the promotional mix strategy used by McDonalds is advertising and sales promotion. [1] http://www.aboutmcdonalds.com/mcd/our_company/mcd_history.html [2] http://www.aboutmcdonalds.com/mcd/media_center/image_gallery/logos.html OShaughnessy, J., 2003. The marketing power of emotions, Oxford: Oxford University Press, 2003. 1.2 ADVERTISING The promotional mix strategy followed by media advertising is always favourable as it reinforces the existence of the organization and also helps in persuading the consumers to buy. The advertising tools include print media, electronic media, billboards etc. for promotion. McDonalds too employs certain effective promotional techniques with the help of advertising tools. Print Media, TV Commercials McDonalds utilises aggressive media advertising as a tool to promote its products. With the help of television commercials, newspapers and magazines, the organisation has successfully managed to create a positive image of its brand. The scrumptious representation of its food products on the hoardings not only attracts its consumers but also helps to keep them well informed about the new arrivals. [3] Images of Burger and Fries Social Networking Today social networking websites have become extremely popular and since most of the traffic on these websites is followed by the younger generation therefore, it becomes essential for the organisations like Mc Donalds to demonstrate their market presence. To keep itself connected with its core consumer base, McDonalds has created pages [4] on the most popular social networking websites that includes: Facebook http://www.facebook.com/aboutmcdonalds Flickr http://www.flickr.com/photos/aboutmcdonalds Twitter http://twitter.com/mcdonaldscorp These pages confer all the related information about the latest news and upcoming events about McDonalds and also updates about new deals and offers. [3] http://www.aboutmcdonalds.com/mcd/media_center/image_gallery/products.html [4] http://www.aboutmcdonalds.com/mcd/media_center PUBLIC RELATIONS Public relations play an integral role in todays marketing world. The multinational organisations having vast operational framework take part in certain international affairs like exhibitions, charitable work, rallies and sports events. McDonalds has also been involved in such large scale events which not only execute a positive message but also facilitate in the advertising of its brand image. The 2010 Olympic Winter Games The 2010 Olympic Winter Games were held in the beautiful city of Vancouver located in the host country of Canada. Since the brand image of McDonalds represents youth and therefore, it continues to participate in sports events. McDonalds has formally announced its involvement as the Official Restaurant for the eighth consecutive games [5]. The company is all set to feed more than 10,000 of the worlds best athletes, coaches and the Olympic officials. It is yet another component of McDonalds smart promotional strategy as millions of people across the globe will acknowledge the presence of McDonalds as a worldwide partner of this Olympic movement. 2010 FIFA World Cup South Africa FIFA World Cup is an event that is anxiously awaited by diverse range of age groups everywhere across the world. Mc Donalds always seek for such events that create an extravaganza to target a mass audience. The organisation is an official sponsor and the official restaurant of the 2010 FIFA World Cup South Africa. With more than 32,000 restaurants in more than 100 countries, McDonalds will bring the FIFA World Cup to life for millions of customers and employees around the world. [5] Logo for the 2010 FIFA World Cup [5] http://www.aboutmcdonalds.com/mcd/media_center/press_kits.html SALES PROMOTION The sales promotions are usually short-termed or time specific strategies that are designed to attract the new customers or to replenish the relationships with the existing ones. The sales promotional campaigns offer attractive deals, work on pricing and put forward new products. The buy-one-get-one deals, gifts and prize schemes are few examples of such sales promotions. Toys, Scratch Cards Lucky Draws Children are the target consumer base of McDonalds and hence it becomes inevitable for the organisation to develop such promotional strategies that may create enthusiasm in children. Happy Meals are offered with small toys which excites children. McDonalds also introduces lucky draws, numerous schemes for winning prices and child competitions from time to time as for example, Happy Meal toys, Big Mac Hockey Contest, card games etc. The promotional tactic of scratch cards is also utilised for marketing which comes with combo meals. Adding to this, Mc Donalds also offers econo-meals and value meals. [6] Toys offered by McDonalds Meals Designed for Healthy Eating The consumer world of today is getting more cautious about organic food and healthy eating and realising this McDonalds has come up with a plan of preserving its existing clientele along with attracting new customers. The company has designed Happy Meals with intent to promote healthy eating in children. The organisation has teamed up with DreamWorks Animation to put forward a series of toys including Shrek, Donkey and Puss in Boots to endorse fruit, vegetables, and low-fat dairy and fruit juices.ÂÂ  By promoting the healthy eating McDonalds has tried to penetrate within the consumer base that intentionally avoid the fast food products as they consider it to be fattening and un-healthy. This is a smart promotional campaign that will benefit the organisation by pulling in the new segment of consumer base to the existing database of the company. [7] Shrek Themed Happy Meal [6] http://www.kathysfastfoodtoys.com/McDonalds2.html [7]http://www.aboutmcdonalds.com/mcd/media_center/press_kits/McDonald_s_Shrek_Forever_After_Global_Happy_Meal.html 1B: TESCO: COMPANY OVERVIEW Tesco is the leading retail super market in UK having a mass penetration of approximately 90% with an annual turnover of more than 1 billion. Tesco is an internationally recognised brand name which is not only restricted to food and grocery items but is also extended its operation to the non-food products. [8] Official Logo of Tesco 1.1 PRODUCT RANGE Food Ranges: Milk, eggs, butter and all grocery items Non-food Ranges: Books, DVDs and Electronic products Others: Dieting clubs, flights and holidays, music downloads electricity etc. 1.2 CORE COMPETITORS The list below indicates the core competitors of Tesco in UK. All of the listed below companies are the leading supermarkets in UK and operates almost in same range of products and categories. The competition for Tesco is extremely fierce in UK as the quality of products and services offered by these supermarkets are relatively same hence it becomes difficult for anyone to send out. However, Tesco with its comparatively huge operational network has got a leading position since it has got smaller or bigger outlets in almost every other corner. The promotional techniques offered by these supermarkets is more or less the same but Tesco ensures its distinct identity by introducing smart marketing mix followed by carefully designed promotional mix. Tesco Asda Sainsbury Waitrose Morrisons 1.3 THE PROMOTIONAL MIX STRATEGY Tesco has designed an intelligent promotional mix strategy that reflects a prudent thought process behind its campaigning. Tesco has successfully managed to achieve a vital role in the routine life of every household and its progress lies in the success of its creatively devised promotional strategy. The core constituents of Tescos promotional mix are as follows: 1.3.1 DIRECT MARKETING In combination with a number of meaningful promotional tactics, Tesco is successfully following a direct marketing strategy. Once a customer is registered on their main website -and starts shopping, the company keeps on interacting with that customer via phone, emails and text messages from time to time. Emails Messages The comprehensively designed website stores the contact information of the customer and the efficient direct marketing team of the organisation keeps a track record of customers buying behaviours. Tesco sends promotional offers, necessary information, new products and special deals via personalised email addresses to the customers. Moreover, Tesco also sends out feedback forms and surveys via emails to keep updated with the continuously evolving customers needs and choices. Text Messaging This is yet another way of close interaction with the customers. Tesco keeps on sending useful information about the new offers and products via text messaging. The company ensures that the customer never misses out anything offered by them and by doing so the company also develops a certain place in the customers everyday life. 1.3.2 MEDIA CAMPAIGNING Like its core competitors, Tesco too needs to make heavy investments on media campaigning even though its market presence is humungous. The competitive environment of today doesnt allow anyone to fall short when it comes to media campaigning. Media is one of the most powerful and decisive element of the overall promotional strategy. TV Commercials To differentiate from others it is essential to highlight the key features of the organisation in the TV commercials. Tesco primarily focuses on its accessibility as its network is comparatively broader. The commercials also highlight its healthy eating and organic products. Moreover, the TV commercials are designed to offer a little extra eye-catching moments to ensure that the commercials stay in the customers minds for a longer period of time. Interactive Websites In addition to its main comprehensive website, Tesco has launched a number of other web pages including Tesco Apps, Tesco Diet, and Talking Tesco etc. The links to these web pages are also made available on the main website and the link to the main website has been kept prominent on all other web pages. 1.3.3 SALES PROMOTION Tesco is facing a cut throat market competition and therefore, it has to keep on designing innovative promotional strategies to address the consumer needs and offer them a pleasurable shopping experience at the same time. Keeping in view of the rising level of inflation and recession period, Tesco has come up with ground-breaking promotional tactics as rewarding their customers. Club Card Points By introducing the Club Card rewards point, Tesco has made shopping a lot more fun and exhilarating experience for the consumers. The reward points can be collected by shopping via the online website which can be accessed by going to its website [8]. This promotional technique attracts the customers looking for discounts and saving options. [8] Image of Tesco Club card [8] http://www.tesco.com/ Tesco Apps Tesco has launched a direct mobile website which enables its consumers to shop for groceries from absolutely anywhere on their mobile by downloading the Tesco application from the website [9]. The online shop also allows the customer to add or delete an item from the online shop accessed via the mobile. The mobile application also enables the customer to access the favourite list which makes the process much easier. This application is an innovative promotional technique which attracts the consumer base that has an extremely busy life. [9] Image of Tesco Apps 1.3.4 PUBLIC RELATIONS With its mass penetration in the consumer market, Tesco completely comprehends with the idea of consumer satisfaction which can be achieved by listening to them. It has been established that the customer sentiments drastically changes about a certain product depending upon the positive or negative image they build by experiencing the offered level of services. Believing the same, Tesco maintains close connections with its customers with the help of numerous methods. Talking Tesco The company has introduced a distinctive website named as Talking Tesco so that its customers know that their say matters and is always encouraged. The web page [10] is designed to collect the feedback from its customers along with any issues or grievances and it has been ensured that the relevant team members respond to the complaint or enquiry as soon as possible. The web page also displays a personalised email address i.e. [emailprotected] to directly contact the team and get a quick response. [9] http://www.tesco.com/apps/ [10] http://www.tesco.com/talkingtesco/ Tesco Diets Tesco believes in maintaining strong bond with its customers so that their loyalty can also be preserved. Tesco has introduced an interactive website which offers a personalised fitness programme that is designed to encourage people for healthy eating, maintaining a balanced diet and follow an exercise regime that may help in reducing weight. By registering on the website an individual can receive personalised daily workout programme and log the progress. Moreover, scrumptious recipes, tips, diet plans and interactive tools are also available on the website for free. These kinds of interactive and informative websites help the consumers to develop a positive image about the brand and thereby, develop a relationship of trust between the retailer and the consumer which eventually benefits the organisation. [11] Image of Tesco Diets [11] http://www.tescodiets.com/why-join/90078 2. Explain the role of promotion within the marketing mix for a successful promotional campaign. PROMOTION Promotion is the fourth marketing-mix element which is crucially important for a successful marketing campaign. There are a number of tactics involved in the promotional activities in order to communicate the message to the consumer base. Depending upon the nature and size of the campaign the target market is selected which could be a focus group; a particular market segment based on culture, tastes, and religious believes etc. and promotional materials are designed to influence these customers. 2.1 PROMOTIONAL TOOLS THEIR ROLES There are a number of tools which are helpful in the promotion of the products. These tools include: Advertising Advertising is a method of communicating with the end-customers and passing on a message about a particular products or services. There are several ways of advertising including print media such as press releases, newspapers, magazines, broacher, hoardings and leaflets or it could be electronic media such as radio, television or internet. The advertisements are external mass-mediated messages which do not necessarily influence the individual consumers as desired because these messages are filtered through interpersonal communication channels and the perceptual systems of the consumer before acquiring any implications however, they do influence the consumers buying behaviour (Schiffman and Kanuk 2000, pp. 129-35). The advertisements are typically designed to penetrate a larger segment of the consumers. Since the advertisements represent pictures and the information about the product therefore, it is expected to develop a certain image in the consumers minds. The TV commercials or radi o advertisements are also meant to connect with the target market. The repeated telecast of commercials and the entrance of print media in the sitting areas of every household have developed a different paradigm of marketing. With the help of advertisements the manufacturer attempts to send a clear message to its consumer. OGuinn, Allen, and Semenik define that the meaning of the advertisement is determined through a Schiffman, L. G., and Leslie L. K., 2000. Consumer Behaviour (VII ed.), Upper Saddle River, New Jersey: Prentice-Hall, Inc. subtle but powerful process of meaning construction by consumers (OGuinn, Allen, and Semenik 2003, p. 202). Sales Promotion The advertisements are intended to instigate a desire amongst the target market about a particular product as a result of which the consumer develops a need to purchase it. However, the competition is fierce today and almost every other competitor more or less uses the same tactics to attract the customers. Here comes the need for exploiting different promotional tools. The sales promotion is an effective way to manipulate the pricing strategy and gain advantage over the competitors. The cost of a product plays a vital role when it comes to the consumers decision making process. There is segment of consumers which do not necessarily look for designs, colours and quality instead they always look for discount deals. Depending upon the market density the sales promotion strategy may do wonders with a product. The markets that are rich in similar brands may not get competitive advantage but may boost sales for a limited period and on the other hands, where the markets where the positioning of brands are dissimilar, the sales promotion may aid in establishing the roots of a new brand or may even help in penetrating deep in the market. The main objective is to utilise this tool in an effective manner. The smartly designed sales promotion campaigns can help the retailers to get rid of the old or unsold stocks and make ways for new arrivals. It is important to note that the sales promotion technique might give quick results or might take a little longer to benefit however, the overall performance of the sales promotion strategy can be monitored and measured over the time. The main role of the sales promotion campaign is to attract new customers because the benefits associated with this technique are short termed and hence it is difficult to break the loyal customers. It has been estimated that the tremendous rise in the number of brands and a decrease in the efficiency of traditional advertising due to increasingly fractionated consumer markets has lead to augment the need for developing sales promotion strategies (Brierley 2002, p. 132). Public Relations The main objective of the public relations technique is to exploit the consumers sentiments in the benefit of the organization. The public relations tactics primarily involves the people OGuinn, T., Chris A. and Richard S., 2000. Advertising (II ed.), USA: Southwestern Publishing. Brierley, S., 2002. The advertising handbook, Abingdon, Oxon: Routledge. having potential impact on a companys operations to achieve its goals and objectives, which include both retailers and the customers. The idea is to maintain healthy and positive relationships with the individuals and groups of mutual interests working together for the benefit of the organization. This could be charitable event, a cultural show which is not directly related to the interests of the company but definitely portrays the social responsibilities of the organization towards the society in general. This may in return have a great impact on public sentiments which will lead to maximise sales. The organizations sponsoring the shows ensure that appropriate coverage has been given to such public events and activities thereby, highlighting the positive image of the organization through news and information media. The press conferences, contests, meetings, and other social events are all part of public relations which is intended to draw the attention of general consumers towards their products and services. It is the responsibility of the advertising agencies and the public relation specialists to foresee the possibilities of evolving goodness out of the brand image (Arvidsson 2006, p. 88). On the other hand, several irrelevant issues are also touched by the multinational organizations by supporting certain causes which eventually impacts the organizational objectives in achieving its goals. It has been observed that many corporate companies do not necessarily seek profitability out of public relations tactics however; the brand imaging culture of today evidences that public sentiments plays a vital role in the success and failure of products and services. The multinational organizations and corporate companies acknowledge the importance of public sentiments and therefore, it has been established that marketing public relations departments are essential to directly support corporate and product promotion and image management (Arvidsson 2006, p. 96). Direct Marketing It is a time consuming process which requires the collection of data about the target consumer market. The direct marketing technique is based on an in-house data base which provides sufficient information about the targeted consumers to facilitate the direct marketing teams to offer the best services possible which may suit the clients needs. A number of multinational organisations and corporate companies conduct extensive researches, polls and public surveys to collect the consumers views about certain products. The responses obtained are thus incorporated into the database and are updated from time to time. The process could be very time consuming and therefore, a number of organisations buy the mailing lists and Arvidsson, A. (2006) Brands: meaning and value in media culture, Abingdon, Oxon: Routledge. contact information of potential customers that is tailored to a precise specification. It is an effective promotional tactics which involves a number of different techniques to execute a well-designed marketing plan. Direct marketing may involve the use of emails, letters, phone calls etc to reach the targeted consumers. This method is useful in targeting a specific group of customers and sends them personalised messages which may have a distinct impact as compared to the TV commercials or regular promotional tactics. It has been observed that a segment of consumers prefers to be personally addressed as it gives them some extra importance (Levy 2003, p. 108). This technique is welcomed by a consumer base that is psychologically inclined towards introvert lifestyle. The main role of direct marketing technique is to get realistic results as the promotions are designed to target the listed customers and therefore, the response level obtained from them can give an idea of how well the c ampaign is working. Today, the competition is getting tough and the organisations seek for improved results therefore, direct marketing techniques are adopted to measure the effectiveness of the promotional campaigns and make necessary alterations where required. Personal Selling Personal selling is another tool used to devise an effective promotional campaign. It involves the employment of sales representatives in order to carry out the day to day sales activities. The personal selling technique is not very well complimented by the fast paced environment of today as the consumers are much more inclined towards the electronic sales option i.e. via internet. The personal selling option can be termed as the most expensive means of promotion, as human involvement requires certain expenses, and supplementary benefits however, a number of companies still maintain their sales force and encourage door to door selling. Personal selling is effective with the consumer base that is not very fond of following the commercials and is not capable of using internet. These customers have got the psyche of believing what they see in real. They may prefer trying a product before their final decision making process. The sales personnel are highly trained to deal with such custom ers and also taught to utilise personalised elements and techniques to convince the customers. The door-to-door selling techniques are quiet time consuming and might not get instant results for the organisations however, they seem to be effective in unapproachable client base to get the competitive advantage. Salespeople are trained to make presentations, answer objections, Levy, S., 2003. Roots of marketing and consumer research at the University of Chicago, Consumption, Markets and Culture, 6(2): 99-110. gain commitments to purchase, and manage account growth (McFall 2004, p. 63). The main goal of a sales person is to convince the customer on the spot and achieve the companys target by maximising sales activities which can also be achieved by the word of mouth if the customer is happy with the way the sales person has presented the product. The technique is all about maintaining a good reputation with the end customer where the sales person serves as a face of the company. Therefore, the sales force must be well acquainted with the product knowledge in order to satisfy the consumers enquiries related to the product. The personal selling strategy is considered to be out of fashion due to growing e-technology and web based marketing strategies however, the effect of personal interaction with the consumer can never be ignored. Combined with a correct set of promotional mix a successful marketing campaign can be designed. McFall, L., 2004. Advertising: a cultural economy, London: Sage. Explain the role of advertising agencies in the development of a successful promotional campaign the evidence that you have to produce is a fact sheet. 3. ROLE OF ADVERTISING AGENCIES IN PROMOTIONAL CAMPAIGNS The ever-increasing range and diversity of market products has given rise to plethora of brand consciousness as a result of which the significance of information, persuasion and convincing the customer has become a key feature within the consumer market. Advertising is a vital tool that provides an opportunity for the companies to connect with their target market and to escalate the marketing process, advertising agencies has been pioneered that serves as a bridge between the company and its consumer base. FACT SHEET The advertising agencies facilitates in the development of positive consumer culture. They serve as an effective mediator in between the market products and their consumers. For a successful promotional campaign, an advertising agency aims to benefit its client by maximising sales opportunities. The advertising agencies externalise marketing as a management function and create a body of specialised knowledge about markets and consumers (Wilson and Thomson (2006, p. 112). They comprehend with the clients objectives, product knowledge and the target consumer base. The advertising agencies conceptualise the overall promotional activities. The products are well understood and the process begins by constructing the image and identity of the brand. A team of professionals are involved in the process of brainstorming innovative ideas to achieve the set targets. Extensive research is conducted to study the market trends and consumer needs are identified. Depending upon the size of the budget, an advertising agency creates effective Wilson, J. and A. Thomson (2006) The making of modern management: British management in historical perspective, Oxford: Oxford University Press. promotional campaigns. Advertising agencies makes a strong effort to create and maintain the goodwill of the brands. The agencies are involved in the process of managing a trade marks augmentation to a key symbolic element of marketing strategy (Brierley 2002, p. 97). The agencies devise a marketing communication strategy for mass promotion with the aim of selling The aim is to create a direct link in between the manufacturer and end-consumer by reducing the efforts of sales activities of wholesaler and retailers (Levy 2003, p. 103). Developing a brand image that creates desire for the advertised products. Follow competitor-based approaches to market segmentation and product positioning (Cano 2003). Study the behavioural and psychic dispositions of the consumers which are heavily influenced by the brand imaging. Strategically manipulate the socially-shared symbols in order to facilitate the market penetration. They offer meaning and symbolic connotations to the marketed product which helps the consumers in decision-making process. The advertising agencies plan and design the promotional campaign in such a way that the desired information about a product shall be presented to consumers in a presentable manner (Arvidsson 2006, p. 56) Review the progress of promotional campaigning and improvise necessary alterations where required. Maintain and replenish the bond between manufacturer and the consumers. Brierley, S., 2002. The advertising handbook, Abingdon, Oxon: Routledge. Levy, S., 2003. Roots of marketing and consumer research at the University of Chicago, Consumption, Markets and Culture, 6(2): 99-110. Cano, C., 2003. The recent evolution of market segmentation concepts and thoughts primarily by marketing academics, in E. Shaw (ed.) The romance of marketing history: proceedings of the 11th Conference on Historical Analysis and Research in Marketing (CHARM). Boca Ranton, FL: AHRIM, 2003. Arvidsson, A., 2006. Brands: meaning and value in media culture, Abingdon, Oxon: Routledge. In a report explain the reasons behind the choice of media in a successful promotional campaign. 4. INTRODUCTION With the passage of time the competition in the corporate world has become increasingly fierce that has enabled the marketing sector to grow. Marketing can be done by a number of ways depending upon several associated factors however; the role of media in every form is an essential element of the marketing world. The rising trend of e-connectivity and social networking practices has made it obligatory for the organisations to incorporate media as a tool for a successful promotional campaign. It has been greatly observed that the adoption and implementation of media within the promotional campaigning of a product gives better results as TV, radio, internet connectivity, e-commerce practices and social networking technologies offer a great potential for creating new markets. The incorporation of media within a promotional campaign gives a new meaning to the continuously evolving market trends and consumer behaviour a

The Birds :: essays research papers fc

Satire defined is 'A composition in verse or prose holding up a vice or folly to ridicule or lampooning individuals… The use of ridicule, irony, sarcasm, etc, in speech or writing for the ostensible purpose of exposing and discourage vice or folly'; (Johnston, 5). In other words, satire is the use of humor to expose moral behavior of man. In the Aristophanes' play The Birds, satire is used to mock the common Greek's dream of ruling the gods that they worship. It mocks the power that they seek to become the supreme ruler of the world. To understand Aristophanes use of satire, one must first understand the role satire plays in sending out its message.   Ã‚  Ã‚  Ã‚  Ã‚  At the basis of satire is a sense of moral outrage. This outrage is wrong and needs to be exposed. The goal of a satire is to correct this misconduct of man in a humorous way that makes the audience relate to the problem and try to correct it. Satire 'seeks to use laughter, not just to remind us of our common often ridiculous humanity, but rather to expose those moral excesses, those correctable sorts of behavior which transgress what the writer sees as the limits of acceptable moral behavior'; (Johnston, 5). In exposing these foibles, one could discover not to behave in such a manner by realizing his or her mistakes.   Ã‚  Ã‚  Ã‚  Ã‚  When setting up a satire, one must do so in a few steps. The first step is setting up a target which will symbolize the conduct that the satirist wishes to attack. In The Birds, the target is the average Athenian citizen, seeking power Pisthetaerus or in Greek translation, 'companion persuader'; (Luce, 300). Pisthetaerus is upset with his current living conditions and sets out to seek a new place, far better than his existing residence.   Ã‚  Ã‚  Ã‚  Ã‚  Adding exaggeration and distortion to the target, the satirist then emphasizes the characteristic he wishes to attack. 'The target must be close enough to the real thing for us to recognize what is going on, but sufficiently distorted to be funny, an exaggeration, often a grotesque departure from normality'; (Johnston, 17). After deciding to create a city strategically located between heaven and earth, so the birds can rule god and man, Pisthetaerus eats a magical root that has the powers to give birth to wings. Although it is evident that humans growing wings is not imaginably possible, the birth of wings does give birth to the power that Pisthetaerus craves more of.

Carrie Chapter Two

‘I'm sure she'll be all right,' she said. ‘Carrie only has to go over to Carlin Street. The fresh air will do her good.' Morton gave the girl the yellow slip. ‘You can go now, Cassie,' he said magnanimously. ‘That's not my name!' she screamed suddenly. Morton recoiled, and Miss Desjardin jumped as if struck from behind. The heavy ceramic ashtray on Morton's desk (it was Rodin's Thinker with his head turned into a receptacle for cigarette butts) suddenly toppled to the rug, as if to take cover from the force of her scream. Butts and flakes of Morton's pipe tobacco scattered on the pale-green nylon rug. ‘Now, listen,' Morton said, trying to muster sternness, ‘I know you're upset, but that doesn't mean I'll stand for-‘ ‘Please,' Miss Desjardin said quietly. Morton blinked at her and then nodded curtly. He tried to project the image of a lovable John Wayne figure while performing the disciplinary functions that were his main job as Assistant Principal, but did not succeed very well. The administration (usually represented at Jay Cee suppers, P.T.A. functions, and American Legion award ceremonies by Principal Henry Grayle) usually termed him ‘lovable Mort.' The student body was more apt to term him ‘that crazy ass-jabber from the office.' But, as few students such as Billy deLois and Henry Trennant spoke at P.T.A. functions or town meetings, the administration's view tended to carry the day. Now lovable Mort, still secretly nursing his jammed thumb, smiled at Carrie and said, ‘Go along then if you like, Miss Wright. Or would you like to sit a spell and just collect yourself?' ‘I'll go,' she muttered, and swiped at her hair. She got up, then looked around at Miss Desjardin. Her eyes were wide open and dark with knowledge. ‘They laughed at me. Threw things. They've always laughed,' Desjardin could only look at her helplessly. Carrie left. For a moment there was silence; Morton and Desjardin watched her go. Then, with an awkward throat-clearing sound, Mr Morton hunkered down carefully and began to sweep together the debris from the fallen ashtray. ‘What was that all about?' She sighed and looked at the drying maroon hand-print on her shorts with distaste. ‘She got her period. Her first period. In the shower.' Morton cleared his throat again and his cheeks went pink. The sheet of paper he was sweeping with moved even faster. ‘Isn't she a bit, uh-‘ ‘Old for her first? Yes. That's what made it so traumatic for her. Although I can't understand why her mother†¦' The thought trailed off, forgotten for the moment. ‘I don't think I handled it very well, Morty, but I didn't understand what was going on. She thought she was bleeding to death.' He stared up sharply. ‘I don't believe she knew there was such a thing as menstruation until half an hour ago.' ‘Hand me that little brush there, Miss Desjardin. Yes, that's it.' She handed him a little brush with the legend Chamberlain Hardware and Lumber Company NEVER Brushes You Off written up the handle. He began to brush his pile of ashes on to the paper. ‘There's still going to be some for the vacuum cleaner, I guess. This deep pile is miserable. I thought I set that ashtray back on the desk further. Funny how things fall over.' He bumped his head on the desk and sat up abruptly. ‘It's hard for me to believe that a girl in this or any other high school could get through three years and still be alien to the fact of menstruation, Miss Desjardin.' ‘It's even more difficult for me, she said. ‘But it's all I can think of to explain her reaction. And she's always been a group scapegoat.' ‘Urn.' He funnelled the ashes and butts into the wastebasket and dusted his hands. ‘I've placed her, I think. White. Margaret White's daughter. Must be. That makes it a little easier to believe.' He sat down behind his desk and smiled apologetically. ‘There's so many of them. After five years or so, they all start to merge into one group face. You call boys by their brother's names, that type of thing. It's hard.' ‘Of course it is.' ‘Wait 'til you've been in the game twenty years, like me,' he said morosely, looking down at his blood blister. ‘You get kids that look familiar and find out you had their daddy the year you started teaching. Margaret White was before my time, for which I am profoundly grateful. She told Mrs Bicente, God rest her, that the Lord was reserving a special burning seat in hell for her because she gave the kids an outline of Mr Darwin's beliefs on evolution. She was suspended twice while she was here – once for beating a classmate with her purse. Legend has it that Margaret saw the classmate smoking a cigarette. Peculiar religious views. Very peculiar.' His John Wayne expression suddenly snapped down. ‘The other girls. Did they really laugh at her?' ‘Worse. They were yelling and throwing sanitary napkins at her when I walked in. Throwing them like.. like peanuts.' ‘Oh. Oh, dear.' John Wayne disappeared. Mr Morton went scarlet. ‘You have names?' ‘Yes. Not all of them, although some of them may rat on the rest. Christine Hargensen appeared to be the ringleader †¦ as usual.' ‘Chris and her Mortimer Snurds,' Morton murmured. ‘Yes. Tina Blake, Rachel Spies, Helen Shyres, Donna Thibodeau and her sister Fern, Lila Grace, Jessica Upshaw. And Sue Snell.' She frowned. ‘You wouldn't expect a trick like that from Sue. She's never seemed the type for this kind of a – stunt.' ‘Did you talk to the girls involved?' Miss Desjardin chuckled unhappily. ‘I got them the hell out of there. I was too flustered. And Carrie was having hysterics.' ‘Um.' He steepled his fingers. ‘Do you plan to talk to them?' ‘Yes.' But she sounded reluctant. ‘Do I detect a note of-‘ ‘You probably do,' she said glumly. ‘I'm living in a glass house, see. I understand how those girls felt. The whole thing just made me want to take the girl and shake her. Maybe-there's some kind of instinct about menstruation that makes women want to snarl. I don't know. I keep seeing Sue Snell and the way she looked.' ‘Um,' Mr Morton repeated wisely. He did not understand women and had no urge at all to discuss menstruation. ‘I'll talk to them tomorrow,' she promised, rising. ‘Rip them down one side and up the other.' ‘Good. Make the punishment suit the crime. And if you feel you have to send any of them to, ah, to me, feel free-‘ ‘I will,' she said kindly. ‘By the way, a light blew out while I was trying to calm her down. It added the final touch.' ‘I'll send a janitor right down,' he promised. ‘And thanks for doing your best, Miss Desjardin. Will you have Miss Fish send in Billy and Henry?' ‘Certainly.' She left. He leaned back and let the whole business slide out of his mind. When Billy deLois and Henry Trennant, classcutters extraordinaire, slunk in, he glared at them happily and prepared to talk tough. As he often told Hank Grayle, he ate class-cutters for lunch. Graffiti scratched on a desk in Chamberlain Junior High School: Roses are red, violets are blue, sugar is sweet, but Carrie While eats shit. She walked down Ewin Avenue and crosssed over to Carlin at the stoplight on the corner. Her head was down and she was trying to think of nothing. Cramps came and went in great, gripping waves, making her slow down and speed up like a car with carburettor trouble. She stared at the sidewalk. Quartz glittering in the cement. Hop-scotch grids scratched in ghostly, rain-faded chalk. Wads of gum stamped flat. Pieces of tinfoil and penny-candy wrappers. They all hate and they never stop. They never get tired of it. A penny lodged in a crack. She kicked it. Imagine Chris Hargensen all bloody and screaming for mercy. With rats crawling all over her face. Good. Good. That would be good. A dog turd with a foot-track in the middle of it. A roll of blackened caps that some kid had banged with a stone. Cigarette butts. Crash in her head with a rock, with a boulder. Crash in all their hearts. Good. Good. (saviour Jesus meek and mild) That was good for Momma, all right for her. She didn't have to go among the wolves every day of every year, out into a carnival of laughers, joke-tellers, pointers, snickerers. And didn't Momma say there would be a Day of Judgment. (the name of that star shall be wormwood and they shall be scourged with scorpions) and an angel with a sword? If only it would be today and Jesus coming not with a lamb and a shepherd's crook, but with a boulder on each hand to crush the laughters and the snickerers, to root out the evil and destroy it screaming – a terrible Jesus of blood and righteousness. And if only she could be His sword and His arm. She had tried to fit. She had defied Momma in a hundred little ways, had tried to erase the red-plague circle that had been drawn around her from the first day she had left the controlled environment of the small house on Carlin Street and had walked up to the Baker Street Grammar School with her Bible under her arm. She could still remember that day, the stares, and the sudden, awful silence when she had gotten down on her knees before lunch in the school cafeteria-the laughter had begun on that day and had echoed up through the years. The red-plague circle was like blood itself-you could scrub and scrub and scrub and still it would be there, not erased, not clean. She had never gotten on her knees in a public place again, although she had not told Momma that. Still, the original memory remained, with her and with them. She had fought Momma tooth and nail over the Christian Church Camp, and had earned the money to go herself by taking in sewing. Momma told her darkly that it was Sin, that it was Methodists and Baptists and Congregationalists and that it was Sin and Backsliding. She forbade Carrie to swim at the camp. Yet although she had swum and had laughed when they ducked her (until she couldn't get her breath any more and they kept doing it and she got panicky and began to scream) and had tried to take part in the camp's activities, a thousand practical jokes had been played on ol' prayin' Carrie and she had come home on the bus a week early, her eyes red and socketed from weeping, to be picked up by Momma at t he station, and Momma had told her grimly that she should treasure the memory of her scourging as proof that Momma knew, that Momma was right, that the only hope of safety and salvation was inside the red circle. ‘For straight is the gate,' Momma said grimly in the taxi, and at home she had sent Carrie to the closet for six hours. Momma had, of course, forbade her to shower with the other girls; Carrie had hidden her shower things in her school locker and had showered anyway, taking part in a naked ritual that was shameful and embarrassing to her in hopes that the circle around her might fade a little, just a little- (but today o today) Tommy Erbter, age five, was biking up the other side of the street. He was a small, intense-looking boy on a twenty-inch Schwinn with bright-red training wheels. He was humming ‘Scoobie Doo, where are you?' under his breath. He saw Carrie, brightened, and stuck out his tongue. ‘Hey, ol' fart-face! Ol' prayin' Carrie!' Carrie glared at him with sudden smoking rage. The bike wobbled on its training wheels and suddenly fell over. Tommy screamed. The bike was on top of him. Carrie smiled and walked on. The sound of Tommy's wails was sweet, jangling music in her ears. If only she could make something like that happen whenever she liked. (just did) She stopped dead seven houses up from her own, staring blankly at nothing. Behind her, Tommy was climbing tearfully back on to his bike, nursing a scraped knee. He yelled something at her, but she ignored it. She had been yelled at by experts. She had been thinking: (fall off that bike kid push you off that bike and split your rotten head) And something had happened Her mind had †¦ had †¦ she groped for a word. Had flexed. That was not just right, but it was very close. There had been a curious mental bending, almost like an elbow curling a dumbbell. That wasn't exactly right either, but it was all she could think of. An elbow with no strength. A weak baby muscle. Flex. She suddenly stared fiercely at Mrs Yorraty's big picture window. She thought: (stupid frumpty old bitch break that window) Nothing. Mrs Yorraty's picture window glittered serenely in the fresh nine o'clock glow of morning. Another cramp gripped Carrie's belly and she walked on. But †¦ The light. And the ashtray; don't forget the ashtray. She looked back (old bitch hates my momma) over her shoulder. Again it seemed that something flexed †¦ but very weakly. The flow of her thoughts shuddered as if there had been a sudden bubbling from a wellspring deeper inside. The picture window seemed to ripple. Nothing more. It could have been her eyes. Could have been. Her head began to feel tired and fuzzy, and it throbbed with the beginning of a headache. Her eyes were hot, as if she had just sat down and read the Book of Revelations straight through. She continued to walk down the street toward the small white house with the blue shutters. The familiar hate-love-dread feeling was churning inside her. Ivy had crawled up the west side of the bungalow (they always called it the bungalow because the White house sounded like a political joke and Momma said all politicians were crooks and sinners and would eventually give the country over to the Godless Reds who would put all the believers of Jesus – even the Catholics – up against the wall), and the ivy was picturesque, she knew it was, but sometimes she hated it. Sometimes, like now, the ivy looked like a grotesque giant hand ridged with great veins which had sprung up out of the ground to grip the building. She approached it with dragging feet. Of course, there had been the stones. She stopped again, blinking vapidly at the day. The stones. Momma never talked about that; Carrie didn't even know if her momma still remembered the day of the stones. It was surprising that she herself still remembered it. She had been a very little girl then. How old? Three? Four? There had been the girl in the white bathing suit, and then the stones came. And things had flown in the house. Here the memory was, suddenly bright and clear. As if it had been here all along, just below the surface, waiting for a kind of mental puberty. Waiting, maybe, for today. From Carrie: The Black Dawn of T.K. (Esquire Magazine, September 12, 1980) by Jack Gaver: Estelle Horan had lived in the neat San Diego suburb of Parrish for twelve years, and outwardly she is typical Mrs California: She wears bright print shifts and smoked amber sunglasses; her hair is black-streaked blonde; she drives a neat maroon Volkswagen Formula Vee with a smile decal on the petrol cap and a green-flag ecology sticker on the back window. Her husband is an executive at the Parrish branch of the Bank of America; her son and daughter are certified members of the Southern California Sun ‘n Fun Crowd, burnished-brown beach creatures. There is a hibachi in the small, beautifully kept back yard, and the door chimes play a tinkly phrase from the refrain of ‘Hey, Jude.' But Mrs Horan still carries the thin, difficult soil of New England somewhere inside her, and when she talks of Carrie White her face takes on an odd, pinched look that is more like Lovecraft out of Arkham than Kerouac out of Southern Cat. ‘Of course she was strange,' Estelle Horan tells me. lighting a second Virginia Slim a moment after stubbing out her first. ‘The whole family was strange. Ralph was a construction worker, and people on the street said he carried a Bible and a .38 revolver to work with him every day. The Bible was for his coffee break and lunch. The .38 was in case he met Antichrist on the job, I can remember the Bible myself. The revolver †¦ who knows? He was a big olive-skinned man with his hair always shaved into a flattop crewcut. He always looked mean. And you didn't meet his eyes, not ever. They were so intense they actually seemed to glow. When you saw him coming you crossed the street and you never stuck out your tongue at his back, not ever. That's how spooky he was.' She pauses, puffing clouds of cigarette smoke toward the pseudo-redwood beams that cross the ceiling. Stella Horan lived on Carlin Street until she was twenty, commuting to day classes at Lewin Business College in Motton. But she remembers the incidents of the stones very clearly. ‘There are times,' she says, ‘when I wonder if I might have caused it. Their back yard was next to ours, and Mrs White had put in a hedge but it hadn't grown out yet. She'd called my mother dozens of times about â€Å"the show† I was putting on in my back yard. Well, my bathing suit was perfectly decent – prudish by today's standards – nothing but a plain old one-piece Jantzen. Mrs White used to go on and on about what a scandal it was for â€Å"her baby.† My mother..-. well, she tries to be polite, but her temper is so quick. I don't know what Margaret White did to finally push her over the edge – called me the Whore of Babylon, I suppose – but my mother told her our yard was our yard and I'd go out and dance the hootchie-kootchie buck naked if that was her pleasure and mine. She also told her that she was a dirty old woman with a can of worms for a mind. There was a lot more shouting, but that was the upshot of it. ‘I wanted to stop sunbathing right then. I hate trouble. It upsets my stomach. But Mom-when she gets a case, she's a terror. She came home from Jordan Marsh with a little white bikini. Told me I might as well get all the sun I could. â€Å"After all,† she said, â€Å"the privacy of our own back yard and all.† Stella Horan smiles a little at the memory and crushes out her cigarette. ‘I tried to argue with her, tell her I didn't want any more trouble, didn't want to be a pawn in their back-fence war. Didn't do a bit of good. Trying to stop my mum when she' gets a bee in her hat is like trying to stop a Mack truck going downhill with no brakes. Actually, there was more to it. I was scared of the Whites. Real religious nuts are nothing to fool with. Sure, Ralph White was dead, but what if Margaret still had that .38 around? ‘But there I was on Saturday afternoon, spread out ‘ on a blanket in the back yard, covered with suntan lotion and listening to Top Forty on the radio. Mom hated that stuff and usually she'd yell out at least twice for me to turn it down before she went nuts. But that day she turned it up twice herself. I started to feel like the Whore of Babylon myself ‘But nobody came out of the Whites' place. Not even the old lady to hang her wash. That's something else – she never hung any undies on the back line. Not even Carrie's, and she was only three back then. Always in the house. ‘I started to relax. I guess I was thinking Margaret must have taken Carrie to the park to worship God in the raw or something. Anyway, after a little while I rolled on my back, put one arm over my eyes, and dozed off. ‘When I woke up, Carrie was standing next to me and looking down at my body.' She breaks off, frowning into space. Outside, the cars are whizzzing by endlessly. I can hear the steady little whine my tape recorder makes. But it all seems a little too brittle, too glossy, just a cheap patina over a darker world – a real world where nightmares happen. ‘She was such a pretty girl,' Stella Horan resumes, fighting another cigarette. ‘I've seen some high school pictures of her, and that horrible fuzzy black-and-white photo on the cover of Newsweek. I look at them and all I can think is, Dear God, where did she go? What did that woman do to her? Then I feel sick and sorry. She was so pretty, with pink cheeks and bright brown eyes, and her hair the shade of blonde you know will darken and get mousy. Sweet is the only word that fits. Sweet and bright and innocent. Her mother's sickness hadn't touched her very deeply, not then. ‘I kind of started up awake and tried to smile. It was hard to think what to do. I was logy from the sun and my mind felt sticky and slow. I said â€Å"Hi.† She was wearing a little yellow dress, sort of cute but awfully long for a little girl in the summer. It came down to her shins. ‘She didn't smile back. She just pointed and said, â€Å"What are those?† ‘I looked down and saw that my top had slipped while I was asleep. So I fixed it and said, â€Å"Those are my breasts, Carrie,† ‘Then she said-very solemnly: â€Å"I wish I had some.† ‘I said: â€Å"You have to wait, Carrie. You won't start to get them for another †¦ oh. eight or nine years.†

The Current State Of Fourth Amendment Law Essay - 2841 Words

?Privacy is one of the biggest problems in this new electronic age.[footnoteRef:1]? [1: Andy Grove http://quotesgram.com/img/privacy-quotes/9730413/] This paper is intended to discuss the current state of Fourth Amendment law and evaluate the legality of State and Local governments use of drones as an extension of the state government?s police powers. The paper will proceed first by examining the current state of Fourth Amendment jurisprudence with particular attention paid to how courts have historically reconciled Fourth Amendment rights with State Government?s use of emerging technology to advance the state?s policing powers. Next, the author will define ?drones? and discuss the current capabilities of military and commercially available drones. To conclude, the author will analysis the current state of the Fourth Amendment and how courts have evaluated emerging technologies effect on the Fourth Amendment, together with the capabilities of modern drones, to determine the legality of State Governments usage of drones as a part of their police powers. Fourth Amendment ?The right of the people to be secure in their persons, houses, papers, and effects, against unreasonable searches and seizures, shall not be violated, and no Warrants shall issue, but upon probable cause, supported by Oath or affirmation, and particularly describing the place to be searched, and the persons or things to be seized.[footnoteRef:2]? [2: U.S. Const. amend. IV. ] The FourthShow MoreRelatedThe Fourth Amendment Of The Constitution1107 Words   |  5 PagesThe Fourth Amendment of the Constitution was ratified in 1791 and is an important amendment in the Bill of Rights. The Fourth Amendment is â€Å"the right of the people to be secure in their persons, houses, papers, and effects, against unreasonable searches and seizures, shall not be violated, and no Warrants shall issue, but upon probable cause, supported by Oath or affirmation, and particularly describing the place to be searched, and the persons or things to be seized† (Charles Wetterer). The issueRead MoreEssay about Laws Governing Unmanned Aircraft: A Literature Review1245 Words   |  5 Pages(1963). However, their current role in surveillance is much shorter. Unmanned aircraft are predominantly used by military in the roles of surveillance and precision strikes. Advancements within the military UAS programs and the signing of FAA Modernization and Reform Act of 2012, has facil itated the necessity to formulate a plan to regulate unmanned aircraft operating over the United States. This study will address the major concern voiced by the public’s concern regarding law enforcement using unmannedRead MoreThe First Articles Of Confederation971 Words   |  4 Pagesthis was the United States first Articles of Confederation. The Articles’ final debut wasn’t until November 15, 1777 but to officially become one it had to make its way through every individual state to be ratified or accepted (Articles of Confederation). Later came the American Revolution which led the states dispute over political differences in other words the bickering over land Between Virginia and Maryland leading to a consequence of a 5 year delay. Soon majority of the states accepted and theRead MoreU.s. Supreme Court And The Fourth Amendment1564 Words   |  7 PagesThe U.S. Supreme Court and the Fourth Amendment Since the founding of the American Democracy, partisanship has always been a major problem when it comes to political aspects of the law. The Constitution was designed to implement laws into our country that would make our governing body run smoother with fewer conflicts. However, when dealing with Democracy based on the â€Å"people’s word† it is hard to avoid such conflicts. Since each citizen in our country has the right to freedom of speech and thoughtRead MoreCase Study on the Use of a GPS Without a Warrent641 Words   |  3 Pagesof Cocaine. There was a search warrant issued to follow this vehicle with the global positioning system (GPS). This event happened in Washington D.C. Procedural Posture The two areas that the court wanted to pursue were: A violation of the fourth amendment and installing the global positioning system (GPS) without a valid warrant. Using the global positioning system tracked every move the Jones family made and it was an invasion of their privacy at some points during their trips to certain locationsRead MoreFourth Amendment Essay1438 Words   |  6 PagesThe Fourth Amendment of the Constitution holds grave importance for the citizens of the United States of America. This amendment of the Constitution is exceptionally important due to the fact, that it protects citizens from unreasonable searches or seizures. However, the phrase, â€Å"reasonable expectation of privacy† is a different aspect that is pertinent to the evolution of the Fourth Amendment, and Riley v. California. To dissect this phrase, reasonable is the important aspect here, this is whereRead MoreWill We Follow Lincolns Advice? The Fourth Amendment Essay1375 Words   |  6 Pa gesnothing to deal with the Fourth Amendment, or the Search and Seizure laws within the Constitution, what is stated still brings about a good point relating to the Constitution. The fact being brought out of this quote is that the Constitution’s purpose is to safeguard Americans’ liberties. Along with great points brings questions regarding the quote. Should individuals interfere with the Constitution, more specifically the amendments and rights pertaining to search and seizure laws? In today’s societyRead MoreThe Ethics Of The Law942 Words   |  4 Pagesagree with all of my fellow opinions that this law in question is absurd. I do not however agree that the evil qualities seen in the law makes it unconstitutional. I feel that this law is offensive just as Goldberg, Harlan, and White do. Dr. Buxton and Ms. Griswold merely expressed their opinions on contraceptives and practices and instructing how to use them. I feel that by doing this they were exercising their rights under the first and fourteenth amendment, which includes the freedom of speech. CfRead MoreUse of Mrs. Tobins’s DNA in the Murder of Amanda Christopher796 Words   |  3 Pagesissue, several states have seen the need for the use and storage of DNA that is obtained of arrestees charged of serious crimes, such as felonies and sexual offenses. Analyzing both the federal and other states provides some guidance as to whether or not the use of previously obtained DNA is constitutional. Questions Presented: 1. What is the standard for using previously obtained DNA from an unrelated arrest for a current investigation? Answer: Depends on the state. Few states allow theRead MoreInvestigation Of Search And Seizure1025 Words   |  5 Pagesin much civil law and common law legal systems whereby police or other authorities and their agents, who suspect that a crime has been committed, do a search of a person s property and impound any related evidence to the offence. In other words, it is a pursuit by law enforcement officials for possessions or communications alleged to be evidence of the crime, and the act of taking possession of this assets. The law of search and seizures is very essential in helping fight the current pursuit of criminals