Confessional Mode in Poetry of Kamala Das

Confessional mode of writing has its virtual origin in the imides in America. It is hybrid mode of poetry which meaner objective, analytical or even clinical observation of incidents from one's own life. Confessional poems are intensely personal and highly subjective. There is no ‘persona' in the poems. ‘l' in the poems is the poet and nobody else. The themes are nakedly embarrassing and focus too exclusively upon the pain, anguish and ugliness of life at the expense of its pleasure and beauty. Confessional poets did not follow any tradition nor respected any conventions.They wanted to be unique and not a part of the conventional social set up. This conflict with society leads them to introspection. In the course, comes a breaking point when they could not compromise with themselves. They lose themselves helplessly in the battle and start searching for the lost self. This conflict has given birth to a number of beautiful poems. The sensitive poem cannot take failure for g ranted. At this Juncture, life becomes unbearable and the call of death becomes irresistible. They are more than convinced that death can offer them more solace than life.Born on March 31, 1934 Kamala Dads was major Indian English poet and at the same time a leading Malaysia author from Kraal, India. At the age of 15 she got married to bank officer Madhya Dads, who encouraged her writing interests, and she started writing and publishing both in English and Malaysia. She was born in a conservative Hindu Nair family having royal ancestry but she embraced Islam in 1999 at age of 65 and assumed the name Kamala Surreys. On 31 May 2009, gagged, she died at a hospital in Pun, but has earned considerable respect in recent years.The ‘confessional' poet does not accept restrictions on subject matter, though they re usually personal. He may write as freely about his hernia as about his sweet heart. Anything within his private experience may form his theme. He takes the help of an open la nguage for an uninhibited expression of his emotions, and by ‘open language' is meant free verse or blank verse, as opposed to rhymed verse. It does not suggest, however, that the ‘confessional' poets are wild in their emotional outbursts. Personal failure as well as mental illness is his favorite theme.Keeping in mind the above specifications about ‘confessional' poetry and poets, it would be not wrong to heartier Kamala Dads as a ‘confessional' poet in the true sense of the term. She is the most prominent confessional Indian English poet of our time. In the confessional poets, the subjective element has become the chief characteristic of their poetry, and Kamala Dads is no exception. Her poetry has a strong note of subjectivism. B. K Dads says that â€Å"Like Sylvia Plate, Kamala Dad's interests in the various places is very much personal and subjective.Most of her poems in the collections Summer in Calcutta, The Descendants and The Old Playhouse and other poems are confessional in tone ND subjective state† (Comparative Literature 109). She writes in the mode and pattern of several ‘new American poets like Robert Lowell, Anne Sexton, Sylvia Plate, W. D Snodgrass, John Ferryman and Theodore Rewrote. She has chosen poetry as her genre to express her intense feeling, as it gives her a lot of scope. She started writing her life story to distract her mind and to recover herself from illness.Confessional confession; by peeling off layers of pretence they try to regain lost values. Dad's urge to peel the layers of herself to reveal the terrors, pain, miseries, frustrations and exactions is obvious here. She realizes that an understanding of the true self is possible only by doing away with the pretensions and superficiality that human beings are usually surrounded by. Whatever she has disclosed about herself does not carry any sense of guilt or shame. Disclosure makes her feel easy. She doesn't like to hide anything.She would li ke to disclose all her secret thoughts and feelings. She shares everything with her readers, good and bad, about her life with all the secrets that should not be openly expressed in her society. She chooses to confess everything by writing rather than going to a priest. She has to create a place for herself in a public world, in her home and even in her own bedroom. Kamala Dad's shocking confession about the theme of love has startled equally the critics and the laymen. Some of her confessions about various love episodes have shocked the readers.It is stranger because such kind of poetry is coming from a traditional Indian woman who is mostly considered to be shy, silent and introvert. Her search for independence in sex and other subjects is exceptional in the tradition of Indian rating in English whether written by women or men. Her confessional poetry is an attempt to end the war between passion and reason, flash and spirit, body and soul. Nostalgia for childhood is one of the cha racteristic qualities of confessional poetry. As confessional poet, Kamala Dads has drawn vivid pictures of their childhood in her poems.She can be termed as child prodigy. She was barely six, when she started writing her poetry. She wrote tragic poems about her dolls that lost their heads and limbs. Each of her poems about her dolls made her cry. Failure in love as a theme is ore powerful in the poems of confessional poets, than its consummation. She is unhappy about her marriage. She appeared to be a puppet, the strings of which being held firmly by her parent she wasn't given a free choice to select an ideal lover. Her preference was not considered by her parent's.Dads expresses: â€Å"l was burden and a responsibility neither my parent's nor my grandmother could put up with for long. Therefore with the blessing of all, our marriage was fixed†. (My Story 82) Kamala Dads has thus, a strong grievance against her husband's infidelity and lust. He knows only he physical kind o f love, without trying to make any emotional and spiritual contact with her. She mentions in My Story â€Å"Before I left for Calcutta, my relative (her future husband) pushed me into a dark corner behind a door and kissed me sloppily near my mouth.He crushed my breasts with his thick fingers. I felt hurt and humiliated. All I said was a good bye†. (Dads 82) Dads has given graphic accounts of her relations with her husband before their marriage. It is clear that she admired him but we do not find glimpses of her love and affection for her hubby as a man or as a lover. In My Story she has expressed her romantic ideas of an ideal lover. She writes: I had expected him to take me in his arms and stroke my face, my hair, my hands and whisper loving words. I had expected him to be all that I wanted my father to be and my mother.I wanted conversation, companionship and warmth. Sex was far from my thoughts. I had hoped that he would remove with one sweep of his benign arms, the lonel iness of my life. (Dads 84) She enters into marriage with her beautiful romantic ideals but her dreams were shattered when she finds herself in a loveless throughout her poetry. The kisses of her husband on her cheeks are like maggots rolling over the corpse. She was sick of love which was Just skin-deep. Again and again she raises her voice against his physical love. She says thus . What is? The use, what is the bloody use?That was the only kind of love, This hacking at each other's part Like convicts hacking, breaking clods At noon (Convicts) Her marriage with a man much older to her creates an aversion. His demanding nature made her frigid. An Introduction is Kamala Dad's most famous poem in confessional mode. It is an autobiographical poem, deals with feminine sensibility. The obsession with love is one of the prominent features of her poetry. The failure to arrive at its highest point leaves her wounded. Her early marriage seems to have given a rude Jolt to her sensibility as w oman.Following lines from poem An Introduction reveal this fact. I was child, and later they Told me I grew, for I became tall, my limbs Swelled and one or two places sprouted hair. When I asked for love, not knowing what else to ask For, he drew a youth of sixteen into the Bedroom and closed the door, He did not beat me But my sad woman-body felt so beaten. (Dads) She was a rebel and does to make any attempts to hide it. She looks everywhere for love but she gets it only in her dreams. She writes, in her usual frank open-mindedness, about married life or man-woman relationship in many of her poems.She frequently complains about man's callousness and wantonness and woman's suffering on that count. This sort of openness and frankness is hardly to be found in any other Indo-English woman poet. Her confessional poetry is obsessively mulling over love and ‘body's wisdom' like Whitman that is why lounger calls her a â€Å"Femme Fatal† whose poetry is of pelvic region. In her poetry, love appears in several roles such as skin communicated thing, as overpowering force, as escape, a longing and a hunger resulting in satiety. Her confessional poems show that she is ‘every woman who seeks love'.She is the the beloved and the betrayed', expressing her ‘endless female hunger', the muted whisper at the core of womanhood'. She is a confessional poet, whose poems are compared with Robert Lowell, Sexton, and Sylvia Plate etc. Although a confessional poet-that kamala Dads is-can make use of any subject for his treatment, he mostly confines himself to the region of his own experience. By so doing he becomes very frank and honest, close and intimate, in his details. That's why ‘confessional' poetry sounds so appealing and so convincing.It frequently takes resort to personal failures and mental illnesses of its composer, and Kamala verse is a brilliant illustration of it. Poet's failure in love is displayed in them. The poem The Bats brings out Mrs. . Dad's sense of sorrow and exhaustion in striking manner. All her poetry is an expression of her private experiences in matters of love and sex. Her quest for true love lands in disasters of love. It operates from the level of personal and the reticular rather than from that of the general and universal. The poem The Freaks no true love: It's only To save my face, I flaunt, at Times, a grand, flamboyant lust. Dads) Kamala Dads makes a hectic search for true love in her poetry, and her personal predicament gets reflected in it. She is a poetess of love and sex and of the body. For woman, a partner is essential in sex-drama, Just as she is essential for her husband in a life of real enjoyment. In Kamala Dad's poetry one comes across the intensity of passions which renders words irrelevant for articulation. Obviously silence and not words is the true language of love and she lays stress on the role of silence as a dramatic device in a poem charged with pulse and power. In Convicts wor ds are submerged in the dark of passions and the music of silence.Confessional poetry is basically the end product, and unconscious act of creation and one can feel upon our pulses, as personality and emotions, the two dragons of Classicists, constitute its essential core. Kamala Dads incorporate subsequently both the forms. Many of her poems are about warmth of her childhood and the family home in Kraal. Her poems always portrait powerful feminist images, focusing on critiques of marriage, motherhood, women's relationship to their bodies and power over their sexuality, and roles women are offered in traditional Indian society.Through her confessional poetry she expresses her humiliations. Her poems are her quest identity in traditional society. Then the woman in Kamala Dads is struggling between passion and tradition. She wants to break the chains around her and wants to be free. In India divorce is not a common feature. A lot of stigma is attached to a divorced woman. Dads too is very much tethered about public opinion she sticks to her marriage while suffering within. She was not educated enough to get a good Job and live independently. Furthermore, as a mother of three kids she had to give a second thought to the matter of divorce.The reasons she gives for not getting a divorce are noteworthy. Dads observes: My parent's and other relatives were obsessed with public opinion and bothered excessively with our society reaction to any action of an individual. A broken marriage was as distasteful, as horrifying as an attack of leprosy. If I had at that time listened to the estates of my conscience and had left my husband, I would have found it impossible to marry me, for I was not conspicuously pretty and besides there was the two-year- old who would have been to the new husband an encumbrance. My Story 102) She does not want to be domesticated because her real self will be vanished. Thus dissatisfied in married life, the woman is unconsciously drawn towards ill icit relationship in search of pure and true love. The poem Glass states clearly that finding no emotional identity or satisfaction with her husband, she is driven into others' arms: I entire other's Lives, and Make of every trap of lust A temporary home (Dads) Behind the back of her husband, Dads discovers her own ways of finding love. She goes to her secret rendezvous and tries to find love outside marriage.Her pursuit of love has driven her to the doors of strangers to receive love at least in the form of ‘a tip'. In My Grandmother's House, the following lines click: . I who have lost Receive love, at least in small change? (Dads) Consequently, her failure pure love degenerates into unwanted lust and her emotional urges remain unfulfilled. Every time she finds face of repulsion and horror. Each relationship only intensifies her disappointment faced with the sense of absolute frustration and loneliness. Her poetry is all about herself, about her desires for love, her emotion al involvement and her failure to achieve such a relationship.Like a confessional poet she has written poems on decay, disease and death. At various occasions, death seems an easy escape for Kamala Dads from the loneliness of life. O sea, I am fed up I went to be simple I want to be loved And If love is not to be had, I want to be dead, Just dead†¦. (The Suicide) She was haunted by he idea of suicide because death seems like a mystical experience which she finds desirable because life is not going to be made new. She considers death a reward for all her pains in surviving upon the earth. A.N Divvied says â€Å"In An Introduction she mentions that she will have no escape from her pitiless husband and that she will find her rest, her sleep, her peace, and even her death only in his arms. â€Å"(Kamala Dads and her Poetry 47) Dad's autobiography gives ample evidence to her idea of death by water, drowning oneself in the sea. The relevant passage reads thus; Often I have dyed wit h the idea of drowning myself to be rid of my loneliness which is not unique in any way, but is natural to all. I have wanted to find rest in the sea and an escape from involvements. My Story 210) Most of her poetry concerns itself with the poet's intensely felt need for declaring her autobiography to the world. Her poetry is crisis- crossed by soul searching, self analysis, introspection and looking deep into oneself, which is why she is called one of the best Indian English woman poets of modern times. Her poetry in itself was reflection of her life, the way she saw it and experienced it. The confessional poems depend upon the honesty of the writer and Kamala Dads has Justified it by being self in her poetic works. She was fascinated by love and to her it meant being honest.Kamala Dads analyses man-woman relationship from an anti-romantic angle and protest against womanhood suppressed by ethics and taboos. As she has mentioned in almost all poems her husband's contact with her was usually cruel and brutal. She grew revengeful towards him and reacted in a non-traditional fashion in love-making. She is the voice of feminism. Her voice is the voice of feminism. Kamala Dads' poems voice not only her own resentment against her husband but, by implication, the resentment of other women who find themselves in a similar predicament.Each fragment of her poetry is grasped with the thought of femininity. She stands as the revolt against male dominance over female. She revolutionizes the demands, the rights, advantages and the privileges that a woman must get but is deprived due to the over powering activities of men and their dominance over female. Viewed dispassionately we might in conclusion state that, confessional poetry is a monopolistic field for poetry by women and such a inner requires passion to liberate oneself from the complexity of life and male domination towards a life of hope, liberty and meaning.Kamala Dads was hated and criticized by many people for do ing an exceptional thing for an Indian woman, she becomes very successful. She becomes a mirror for the other silenced women. All in all, Kamala Dads is one of the pioneering post-independence Indian English poets to have contributed immensely to the growth and development of modern Indian English poetry. She is one of the modernist writers to assert her femininity as a human in Indian literature; she has been something of a cult figure in her home state ND a source of great inspiration and emulsion for women with literary aspiration.To conclude, Kamala Dads is a typical confessional poet who pours her heart into her poetry which is largely subjective and autobiographical, anguished and tortured, letting us peep into her sufferings and tortured psyche. There is strong autobiographical touch in it, which makes Mrs.. Dads a confessional poet of the first order. Kamala Dads may or may not be serious about women's emancipation from male domination, but as a poet she is seriously and cre atively concerned with her own identity as a woman.

Religious diversity Essay

A portion of chapter three talks about religious diversity wherein despite the domineering European immigrants taking part in Protestant belief during the time of colonization some were still generally not expressive about their faith or religion. Some people still keep their beliefs and practices private, if they have any such beliefs or affiliations to religious organizations. In contrast however, Asian countries still have people who openly and freely express their faith in and relationship with their Supernatural Being. Most of them assimilate their living values and beliefs from the teachings of religion in different kinds. From this topic, one can meet various people who express their faith in different manners. Muslims and Jewish, for example, express their faith by prohibiting themselves from eating pork. Meanwhile, some religious groups communicate their belief by following with piety and faith their Supreme Being in processions and the like. After reading the entire topic, the one thing I can comment on is the interest of every religious group to transmit values to its disciples despite its variation. Regardless of the religious teachings done by most institutions though, some families still have apparently considered school teachings in conflict with the families’ own beliefs and perspectives. Nevertheless, the scenario still shows that no matter how the religion of one is indifferent from the others, religion still remains to be something that has deeply marked everyone’s way of approaching to faith. And it is the simplicity of how things are done in expressing one’s faith that makes religion a combination of religious diversification and devotion. Religion in this way is promoted as an important asset for all even if they believe from different religions; young people and old, not just as personal interest, but as something that can be used to find peace for one’s mind and soul. These simple encounters from the article have taught me how to be freer to express my faith. More so, it has given me an impression to deal with all things in great fervor all for the love of my religion. Reference Olsen, G. , & Fuller, M. L. (2008) Home-School Relations: Working Successfully with Parents and Families, Third Edition. Merill.

About ways to reduce the impact of a particular lifestyle behavior Research Paper

About ways to reduce the impact of a particular lifestyle behavior - Research Paper Example The â€Å"Inconvenient Truth† that Al Gore presented establishes a significant response from the public, even in some government institutions around the world. The report of Gore presented a remarkable issue that tries to link the significant contribution of mankind to the destruction of the environment. Gore presented the point that the contribution of the human activities to the pollution in the environment is staggering as a result of economic activities and other personal activities prior to the preservation of life and establishing the advancing economy. In the case of cars on the road, many business establishments cannot simply move in their economic activities or business activities if they will not use cars, as a basic requirement in the advancing level of industrialization in the 20th Century. This leads fossil fuels to become the highlight or issue in the prevailing environmental pollution. However, the point that fuel or oil to be considered as the lifeblood of the economy in the 20th Century cannot just be simply eradicated. Every individual or business establishment might have a substantial requirement for fuel. If it is not for personal gain, it must be for the achievement of certain economic objectives. Unfortunately, this has become the remarkable trend around the world today. Every day there are various vehicles on the road that are on the go in contributing to a certain level of greenhouse gases emission. Eradicating them might not be the ultimate feasible solution as for now, but trying to minimize those running on the road will be a significant contribution to the reduction of harmful gases emission like carbon dioxide. For this reason, taking the carpool or subway is viewed to be a significant contribution in alleviating the degree of air pollution in the environment. Studies found that cars, especially around 10 percent of the older ones alone are significantly contributing around 50 percent of air

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Business Analysis Research Paper Example | Topics and Well Written Essays - 500 words - 4

Business Analysis - Research Paper Example During their stay at the hotel they visit Bourbon Steak. Lots of flying premium category business people also chose this restaurant for their foods and beverages. The classy nature of the restaurant is significantly suitable with its target market. Signature coking style of the restaurant is also perfectly matched with the segment of target customers. The restaurant has bar facility (The Westin St. Francis, 2014). The facility of the bar has helped Bourbon Steak to attract the customer when they are in drinking mood. Prices of the menus in the restaurant are on the higher side it shows that target customers of the restaurants are generally not price sensitive in nature. Characteristics of the targeted customers are trendy, corporate and professional lifestyle oriented. Being premium business class people target customers are formal in nature. Here in this restaurant, target market is the premium business class people. Their expectations are to get state of the art facilities from the restaurant. Being a supreme business destination both global and local business people are the target markets of Bourbon Steak. Several business people from San Francisco and its surrounding areas are generally being targeted. Online booking system in the restaurant can target business people around the world. Target market of the restaurant is significantly structured in nature. They believe in structured frame work of the restaurant which is there in Bourbon Steak. Premium business class customers of the restaurant always search for the perfection in dining facilities which is suitable with the services available in the restaurant. Target customers of the restaurant belong to the business fraternity and manage lots of social relationship with the other business people. Positive campaigning through word of mouth about the restaurant by the target market is also a significant positive aspect which increases the customer base of the restaurant. The business executives often conduct

IKEA Marketing Plan Research Paper Example | Topics and Well Written Essays - 2000 words

IKEA Marketing Plan - Research Paper Example A look into the present situation of IKEA is included in this plan along with other pertinent information that would help in deciding how to further develop the IKEA business, e.g., situation, product, competition and SWOT analyses along with the look into IKEA’s mission and vision and its financials. The analyses made in this plan showed that IKEA is indeed a strong brand to contend with and is capable of expanding and growing further. It offers products that consumers patronize and gives value to those products. Further expansion can be made and better plans for marketing the products of IKEA is currently being handled mainly through the use of technological advancement such as the use of the internet, phone applications and social networking. With all its achievements and with the goals it intends to achieve in the future, it can be surmised that IKEA has indeed achieved its aim of being a leader in its industry. Mission and Vision Statements IKEA started in Sweden and was founded on the concept that more people would afford well-designed and highly functional home furnishings at low prices. Kamprad is its founder and control the company through INGKA Foundation which has its headquarters in The Netherlands. The foundation owns INGKA Holding B.V., the company which owns IKEA. This organizational structure is the reason IKEA is not listed in the stock exchange (Tengblad, 2004). It is the vision of IKEA to offer many people a better living through affordable solutions. This is done through the company’s offering of a wide array of high quality and well designed products for home. More people are able to afford these home furnishings due to its low prices. It is the mission of IKEA to provide its consumers a wide array of home furnishings that are functional, well-designed, durable, high quality and low priced in order that more people can afford them (IKEA USA, 1999-2011). The company goes beyond just offering furniture. Instead, they offer custo mers comfort and better homes and lives. IKEA is cognizant of how home environment affects the well-being. This is it offers the kinds of furnishings that would enable individuals to have an attractive, practical and comfortable home without the need to spend a fortune. IKEA is a good example of an organization that managed to line up its values both in and out. Value proposition creates use in a company’s product as offered to its consumers (Bovet & Martha, 2000). It is what customers consider as an advantage when purchasing a product (Best, 1997). It is taken to be a bundle of value delivered to the consumers by the company (Sheehy, Bracey & Frazier, 1996). Value proposition includes such intangibles as image, brand and equity along with price, selection and service. This is going beyond just the product, i.e., it is not what the buyer is purchasing but what he thinks he is buying. The value proposition determines the duties of stakeholders as well as the offer to the organ ization (Webster, 1994). It serves as a selling proposition to potential buyers or the reason why buyers should patronize a company’s product instead of buying from its competitor. IKEA’s value proposition that serves as an attraction to buyers is its offer of affordable, functional and distinctly designed furnishings. This value is well communicated and implemented consistently. To allow the company to lower the price, buyers are the ones who

Daniel Suelo the Archetypal hero Essay Example for Free

Daniel Suelo the Archetypal hero Essay The book The Hero with a Thousand Faces, by Joseph Campbell proposes that all myths are essentially hero-quest stories, each of which rings a unique change on a universal pattern; a pattern he calls the â€Å"monomyth.† According to Campbell, the hero’s journey consists of three main moves: departure, initiation, and return. Within each of these categories is a number of stages common to the plots of all hero-quest stories, and can be compared to Daniel Suelos adventure throughout his life. According to the book The Hero with a Thousand Faces, the first move of the journey is departure which starts with the call to adventure. The call of adventure is how the journey starts and with Daniel Suelo it starts with him leaving the last of his money in a telephone booth and going for the adventure (accepting the call to adventure), so there is no direct indication of a call of adventure but leaving behind the money is probably the closest. Sometimes the hero does not accept the call to adventure and refuses it which turns the story to the negative, they lose their power and instead of the saving people, they are the one to be saved for refusing. After refusing their life changes from beautiful and colorful to boring dry and empty, and this is not the same as what happens to Daniel Suelo, but his life before was meaningless and he always wanted to take on the adventure (life with no money), so he probably refused the call before and accepted it later on. And for those who did not refuse the call, accepted it and took it on, the first thing the hero meets is a figure that is protective of them, and provides the hero help against whatever comes up on his or her journey. According to Daniel Suelos story, he has no supernatural aid, and no one on his side to help him with his journey,but later on in his life he does find a man, and has a relationship, and that relationship is possibly what kept him going, because he was very lonely, and his friend protected him from the feeling of being lonely. According to Joseph Campbell, the hero continues his journey until he comes to a threshold guardian, where he must cross the first threshold. This is where the hero must be brave to step in through the threshold to experience the unknown and compared to Daniel Suelos story, he accepted the call to  adventure and gets a supernatural aid, then must go through the threshold which is possibly him leaving his house and leaving his money in the phone booth and taking the world on without any money.The passage of the magical threshold is symbolized in the womb image of the belly of the wale. After the hero taking on the threshold, the hero will easily be sucked into the belly of the wale, and will appear as dead. Daniel Suelos adventure starts with him leaving his money, and ending up living in a cave in Utah, and that is where all his adventures start, and the cave is where he sleeps, which makes him appear as dead, then second day he wakes up hes stronger and hes ready to take on everyt hing. The second big move of the hero is initiation that starts with the road of trials that the hero must go through and experience, to get to the end of his journey. The hero must survive the trials, and this stage in a story in known to be the favorite phase of adventure,  where the hero will meet the unknown and be ready for the unexperienced. The trials in Daniel Suelos life is probably everything he has to face everyday to live human beings, to animals.Sometimes Daniel Suelo had to try his best to keep his cave up in Utah from police officers that wouldnt allow him to live on unused government property. He also how to go through trials asking for food, because Daniel used to only take food from those who offered, or from dumpsters, which is something that some businesses didnt like. For Daniel Suelo, everyday is a road of trials. After comparing Daniel Suelo to the archetypal hero Campbell refers to, its possible to see similarities him and the hero, but it is also hard to find muc h concrete similarities between the two. In the end, according to Campbell, I believe that Daniel is actually an archetypal hero that had to go through trails that each other hero went through in movies, old stories, and modern day story telling.

Ethics of Sex in Advertising

Ethics of Sex in Advertising ABSTRACT The purpose of this paper is to discuss whether or not it is ethical to use sexual appeals in advertising. The study also examines (1) if sex actually sells and if so, when and where is it being used in advertising, (2) the use of men and women in ads of a sexual nature, and (3) the role that ethics plays in the use of sexual appeals in advertising. It is important because it not only focuses on the use of sexual appeals in advertising, but also how ethical it is to do so. The study found that sexual appeals are used often in advertising. Sex does catch peoples attention in advertisements, but usually without much brand recognition. Women have been the primary focus in sexual advertising in the past and present, but men are starting to be used more often as the sex object in advertisements. Ethics plays a definite role. There is no clear view of what is ethical and what is unethical when it comes to advertising, but with careful consideration and planning, it is possible for advertisers to find a common ground and use sexual appeals without offending people in the process. INTRODUCTION As stated by Richmond and Hartman (1982), Every media consumer is alert to sex in advertising. Its pervasive use and misuse are constantly before us, and typically elicit strong criticism (p.53). As one can see, the use of sex in advertising has been happening for several decades and the reason for it? It works. Advertisements that are sexy in nature tend to be remembered more often than advertisements that are not. The question to ask, though, is how ethical is it to use sexual appeals in advertisements? This research paper will discuss whether or not sex sells, when and where sexual appeals are used in advertising, who is the primary focus in the ads, and the ethical dilemma of using sexual appeals in advertising. This study is important to its readers because it not only focuses on the use of sexual appeals in advertising but it also looks at how ethical it is to do so. Advertising draws people in and coaxes them into buying things based on how the ads make them feel. It is not always fair to assume that everyone knows what the advertisers are doing. DOES SEX SELL? Does sex sell? Actually, sex does not sell, but sexiness does (Cebrzynski, 2000, p. 14). Using sex appeals in advertising is a good way to target certain market segments but not all. What is identified as sexual appeals in advertising? Where and when should sex be used in advertising? Does the use of sexual appeals lead to an advantage for brand remembrance? These questions will be the next topics of discussion for this paper. The use of sexual appeals in advertising has been happening for decades. Sex is everywhere. There are several different distinctions as to what is being categorized as sex appeal. A study conducted by Ramirez and Reichert (2000) revealed four characteristics of sexy ads: (1) physical features of models, (2) behavior/movement, (3) intimacy between models, and (4) contextual features such as camera effects (p.267). Ramirez and Reichert (2000) sought to find what people consider sexy in advertising. The most common referent was physical features (66%), followed by a models movements and verbal and nonverbal communication (39%), contextual features (26%), and proxemics (15%) (p.269). They made an important note that what people referred to as sexy differed gender to gender. The study showed that females responded more to context than males did at 35% to 20%. It also showed that 28% of the females responded to proxemics or references to physical distance or relative interaction between models compared to 6% of the males (p.269). WHEN AND WHERE SHOULD SEX BE USED IN ADVERTISING? This section will discuss the usefulness of sexual appeals in advertising, but not from the ethical stand point. Sexual appeals only work in some advertisements. Many studies have been conducted regarding this subject. Jones, Stanaland, and Gelb (1998) conducted an experiment to see how men and women responded to beefcake and cheesecake ads. A beefcake ad is an ad that has a sexy male model as the center of the ad. A cheesecake ad is an ad that has a sexy female model as the center of the ad. The study found that women had higher recognition scores for the ad showing a nonsexy male model than for the beefcake ad, and men had higher recall scores for the ad showing a nonsexy female than for the cheesecake ad. The study also found that women had lower recognition scores than men for the beefcake ad, and women viewing the cheesecake ad had higher recognition scores than women viewing the beefcake ad. Also, men had lower recall than women for the cheesecake ad. They concluded their study with the statement, The nonsexy ads seemed to do the most good with the least harm (p.36). It is important to evaluate the audience who will be viewing the ads before invoking a sexual appeal into the ad. A recent study conducted by Whipple and McManamon (2002) found that there is not an industry-wide conspiracy that advertisers use men as voiceovers in ads. Rather, individual advertisers and agencies make decisions about specific products and ad executions. For instance, a spokesperson and an announcers sex can affect advertising evaluations for a gender-specific product but not for non- gender imaged products (p.87). Advertising research reveals that sexual appeals are attention getting, arousing, affect inducing, and memorable (Reichert, Heckler, and Jackson, 2001, p. 14). But, although studies have demonstrated that sexual appeals attract attention to the ad, they do so typically without a corresponding advantage for brand information processing. Although using sexual appeals in brand advertisements has not proven to be as effective as needed, using them in social marketing may be beneficial. From a social marketing perspective, sexual appeals may be beneficial for the simple reason that they are attention-getting and potentially motivating desirable message characteristics in a saturated media environment (Reichert, Heckler, and Jackson, 2001, p. 18). The use of overt sexual appeals in print advertising has increased considerably in contemporary advertising practice. According to an article by Henthorne and LaTour (1994), today it is common for a reader of any age to pick up a general-interest consumer magazine and find an advertisement featuring provocatively posed and attired models for many consumer products (p.82). During the past decade, the use of sexual appeals in print advertisement has become commonplace. Among the most memorable companies, which base their advertisement on sexual appeals, is Calvin Klein. Their ads usually feature a nude couple in a somewhat provocative position. Also, many of the print advertisements for Calvin Klein jeans are just as suggestive and memorable (p.82). Ads of this type are designed to elicit what the originators hope is a vicarious experience of sensuality (Henthorne and LaTour, 1994, p. 82). In the 2000s, the use of sexual appeal in advertising continues to be a very controversial topic. A 1994 study done by Henthorne and LaTour revealed that an ad which contains a strong overt sexual appeal results in a significantly less favorable attitude toward the ad, attitude toward the brand, and purchase intention than an ad that contains little or no sexual appeal (p.90). For example, a very controversial AXE subway ad in Mexico has an arrow pointing up the shiny miniskirt of a woman driving a convertible sports car. Another ad shows a man with his arm around a woman with the arrow pointing down the front of her low-cut shirt. Next to the arrows is the statement: To get what you want (Ordonez, 2003, p.48). In this case, strong overt sexual appeal is being used in order to place brand remembrance on AXE. As a result, the brand also has been labeled as a company which is involved in strong overt sexual advertising (Ordonez, 2003, p.48). Although the use of highly sexual print ads is viewed more negatively, the attitude of women is significantly more negative than that of their male counterpart. As the morals and ethics of society change over time, what is considered appropriate and acceptable by society must also change. Therefore it is necessary to re-evaluate the assumptions on which strategic decisions are based when it comes to print advertising. Advertisers need to look at potential social issues and consequences at stake when considering an advertisement based on sexual appeal. Ethical issues involving sexual appeal in commercials are more controversial than those involving print advertising due to the high number of viewers that see commercials. Sexual appeals in commercials have many types and consist of a variety of elements. They often involve visual elements such as attractive models, and they may portray varying degrees of nudity and suggestiveness. Although commercials often use visual elements for sexuality, appeals may also include verbal elements and music. A study conducted by Severn, Belch, and Belch (1990) found that the use of sexual advertising appeals detracts from the receivers processing of message content. The use of sexual appeals in the study seemed to detract from the processing and retention of message arguments. However, it did appear that the recipients would focus their attention more on the execution elements of ads using this type of appeal (p.21). With the use of sexual appeals in commercials being both controversial and product ive in remembering a product, there is a fine line that advertisers should follow to keep the controversy to a minimum. According to Gould (1994), advertisers can attempt to accommodate the seemingly conflicting concerns of the public by following four guidelines: (1) targeting commercials as carefully as possible to avoid unnecessary conflict and to minimize the viewing of sexual appeals by people who might be disconcerted by them, (2) heightening their own awareness of the impact of their sexual appeals on the public at large as well as on their target market, (3) testing the effects of their commercials, not only on their target, but also on other members of the public who might see their commercials, and (4) considering the effects of their commercials in prompting individuals, whether in their target or not, to take actions that have negative consequences (p.78). Regardless of the guidelines, it is difficult for both managerial and governmental policy makers to know how to appr oach this sensitive ethical dilemma because of the variety of ethical and moral standards of todays public. In any market, advertising and promotions are partly an educated guessing game. You are bound to have unexpected hits and disappointing flops. At home or abroad, the old saying almost always proves true: It pays to advertise (Zhan, 1999, p.83). ARE WOMEN THE PRIMARY FOCUS? For years, many have believed that women are the primary focus of sex appeals used in advertising. This is not necessarily correct. Women seem to be the target most recognized in sexual appeals, but men have been targeted more recently. Women have often been the targets of sexual advertising because it seems to work in many cases. Sex is a powerful and easy method of getting male attention and making a product desirable. In advertising, it is easy to get a mans attention by using womens bodies and associating getting the women if he buys the product (Taflinger, 1996, p.8). The most well known target of women as sexual appeals has been in beer commercials and advertisements. Usually the ads go something like this: a beautiful woman is sitting at a bar and a man comes up and she does not notice him at all. Then he orders a certain kind of beer and all of the sudden, he is desirable to this woman. They then get caught up in the moment and ultimately the man gets this woman (because of the beer). Another example of the man getting the hot woman because of a particular product that supposedly makes the man more desirable to the women is the AXE commercial. AXE is a body spray for men. In the commercial, the men who use AXE get beautiful women. In fact, AXE is so effective that if in any way you come in contact with this body spray, you will be instantly wanted. The commercial features an old man getting a young, hot woman because of the AXE Effect (2004). Women are used over and over again in advertising as sex appeals. But, some do not realize that these advertisements are often targeted at women as well. Victorias Secret is a good example of this. They want women to think that if they buy Victorias Secret products, they could be like the beautiful, sexy models on their commercials. Obviously these bra and panties are not going to look this good on just anyone. But, at first glance, a woman might think, Wow, she looks awesome; I should get that outfit so I can look that good too. Women are not the only focus in sexual appeal advertising. Men play a large role as well. According to Taflinger (1996), It is rare for advertising to use sex as an appeal for women. Women are often less interested in the sex act itself for its own sake. They are interested in sex for what it can mean in the future. They may enjoy it as much as men, but for them it has far greater significance. Advertising cannot take advantage of a womans instinctive sexual desire because advertisings job is not to build for the future-it is to sell a product now (p.6). Here, Taflinger tries to explain that women are not interested in sexual appeals on television. They are interested in sex for their future. Although this seems to be correct in some instances, it is questionable when thinking about all of the ads that target men as the sex selling object. Some recent ads that target men as sex objects and sexual appeals are Abercrombie Fitch and Calvin Klein. Abercrombie Fitch is notorious for using men as sexual objects in their advertising. Many times, it is a large group of men standing around half naked if not completely nude. Although this company is a clothing company, they mainly advertise using naked pictures of their models. This does not make much sense except to assume they are trying to sell sex. Sex does sell for Abercrombie. But is it to women? Many questions have been asked about the nature of Abercrombies advertisements. Some speculation has brought up the question: who are they trying to target with these advertisements? Men are used over and over again in advertising, although it is generally targeted at the younger market. It is targeted at not only women but men also. This generation of women is becoming more open to sexual advertisements and is more apt to be enticed by them. According to a study conducted by Morrison and Sherman (1972), when looking at nudity and sexual arousal together, the majority of the women who rated ads high in nudity also reported being sexually aroused by the ads. This is contrary to traditional views that women are not as sexually aroused by nudity as men are (p.19). THE ROLE OF ETHICS Abercrombie, Express, Sony, Calvin Klein: all big companies with big brands who promote to the public in a big way; therefore, they rely heavily on agency expertise to help them do so. Likewise, in the ethical paradigm that is marketing through sex to the public, who should be accountable for the way in which the campaign is conducted? Clearly, agencies shoulder the majority of the responsibility for the campaigns they deliver. Ensuring compliance with regulatory guidelines often falls to the agency and although the client does hold the ultimate responsibility, they will often follow the agencys lead. As a result, a true partnership needs to be developed in order to ensure a sustainable relationship based on trust and transparency. This is necessary to get the success that is sought after (Gould, 1994, p.76). How can agencies and their clients establish this desired state of partnership? By seeing what the goal is-sexual appealing, successful campaigns that send sales through the roof and still makes sure negative publicity stays away from the brand. A helpful path that leads agencies along the route to creating effective and responsible advertising entails five key elements: the brief, time pressures, competition, measures of success, and commercial pressures. The brief is important because a good brief lays the foundation for a good campaign. Second, sufficient time creates the conditions necessary to create a great idea. Third, do what is right for the brand and the target audience regardless of the competition. Fourth, evaluate your measures of success qualitatively as well as quantitatively. Last, respect the relevant codes of practice and do not let commercial pressure affect your campaign. Thoroughly implementing these key elements will help agencies and companies launch a successful campaign. The measure of a great agency is its ability to help the promoter navigate that path and counter balance the pressures it brings (Gould, 1994). Working in partnership with the promoter, the agency can embrace the responsibilities it holds and have fun, while keeping the public safe, warm, and fully protected. While ethics and the role which it plays in advertising continue to generate a great deal of attention, the role of the educator has become an important factor for advertising. Social changes in the U.S. have further complicated the situation and raised the need for attention to ethical advertising. The use of sex and sexual appeal in advertising is at an all time high (Ramirez and Reichert, 2000, p.267). With this being said, professional educators play a big role in keeping this trend ethical and sexy at the same time. Educators need to firmly imply the positives of ethical advertising and behavior compared to possible downfalls of unethical advertising. Simply put, the philosophy has been that all advertisers must fish in the same pond and when the waters are muddied by unethical advertising, everyone catches less fish. This is a very true philosophical statement that educators can preach to their students. The result has been to exhort ethical behavior because it is good business . A further reason for educators to preach ethical standards has been the clear understanding that such activity can often be used to head off governmental regulation which the industry always feels would be impossibly restrictive (Fraedrich and Ferrell, 1992). As one may know, the foundations and fundamentals of students are what they will rely on when in the workplace; therefore, good fundamentals and practices are a key component for ensuring ethical behaviors during stressful situations. In short, the role in the development of advertising ethics lies in a proper emphasis of advertising as an institution to assist the students in proper and ethical behavior in the advertising industry. Advertising will continue to have a weak public image until the field of practice is built on a more professional base. With educators encouraging thoughtful attention to problematic aspects of advertising, students will be better mindful of ethical questions and situations. As a result, the students will attain their goal of a Professional Advertising Education. To understand more fully the positive and negative effects and ethical dilemmas arising from the use of sexual appeals in advertising, one must consider the fundamental concepts contained in normative ethical theories of moral philosophy (Gould, 1994, p.78). Normative ethical theories can either be classified as teleological or deontological. Teleological philosophies are defined as philosophies concerned with the moral worth of an individual behavior (Fraedrich Ferrell, 1992). Teleological philosophies maintain that the individual should examine and determine the probable consequences of alternative actions and behaviors in a specific situation (Henthome LaTour, 1994, p.82). Deontological philosophies focus on specific actions or behaviors of the individual without regard to the consequences of the actions. Thus, deontology opposes the principal tenet of teleology (Fraedrich Ferrell, 1992). Deontology supports the theory that the rightness or wrongness of actions should be judged by the actions themselves instead of the outcomes. It is not realistic to believe that individuals make ethical decisions strictly on the basis of either teleology or deontology. Individuals do not use clearly defined concepts of ethical philosophies in making specific ethical evaluations but a mixing of theses philosophies are used. With this being known, the expectations of a print ad displaying strong sexual appeal should yield a significantly less favorable attitude toward the ad, the brand, and purchase intention than an ad containing only mild sexual appeal. This expectation is supported by a study conducted by Henthorne and LaTour (1994). It was clear in the study that undesirable reactions and consequences might result from the use of strong overt sexual appeals (p.88). Although risky, sexual appeal is often a creative way to capture the consumers attention. The point at which sexual appeal may be viewed as unethical and counter productive is what advertisers are concerned with. Sex objectification is very much in the eyes of the beholder and, therefore, leaves the object of effective advertising very challenging. As a result, there is no simple solution when it comes to the use of sexual appeal in advertising. The best advice is for advertisers to recognize the ethical complexity of sexual appeal in adve rtising and incorporate that understanding in their strategic thought. Henthorne and LaTour, (1994) state As the ethical considerations of society change over time, what is considered appropriate and acceptable in advertising must also change (p.88). So, it is imperative to continually re-evaluate what society would consider acceptable and consider the full level of consequences of their actions before considering what they perceive as ethically acceptable. SUMMARY AND CONCLUSION The study discussed whether it is ethical to use sexual appeals in advertising. The study also examines (1) if sex actually sells, when and where it is being used in advertising, (2) the use of men and women in ads of a sexual nature, and (3) the role that ethics plays in the use of sexual appeals in advertising. This study is important because it not only focuses on the use of sexual appeals in advertising, but it also looks at how ethical it is to do so. Advertisers try to appeal to peoples emotions and coerce them into buying things they really do not need. The following conclusions were drawn from this research: Q. Sex sells sometimes. After evaluating the characteristics used in ads as sexy, the main characteristic identified was physical features. Sex appeal does not always lead to brand remembrance, but rather using sexual appeals in social marketing, like condom ads, will prove to be a better fit and will work better to send a message. Sex is used everywhere in advertising including print ads, commercials, and on the Internet. Sexual advertisements are mainly targeted at younger groups that have a different, more open view of sex. R. Answering the question: Are women the primary focus in sexual appeals? Yes, they are. With the growing open mindedness to sex that the younger females in America are experiencing, men have been targeted more and more. Abercrombie and Fitch uses male models as sex objects in almost every ad. They are even known for targeting the homosexual market. The use of men in advertising is growing and will be highly used in the future. The role that ethics plays in using sexual appeals in advertising is that there is a fine line between what people think is acceptable and what they think is unacceptable. The main thing to consider is what is the product or service that is being sold and who is the targeted consumer. For example, it would be unethical to put sexual appealing commercials on Nickelodeon. REFERENCES Abercrombie Fitch Advertisement (n.d.). Retrieved March 16, 2004, from Abercrombie Fitch Website: www.abercrombie.com. AXE Nun (2004). Collections: AXE Effect. Cebrzynski, G. (2000, March 13). Sex or sexy? The difference is that one sells, and the other doesnt. [Electronic version]. Nations Restaurant News, 34, 11, 14. Fraedrich, J. Ferrell, O. C. (1992). Cognitive consistency of marketing managers in ethical situations. [Electronic version]. Journal of the Academy of Marketing Science, 20, 245-252. Jones, M., Stanaland, A., Gelb, B. (1998). Beefcake and cheesecake: Insights for advertisers. [Electronic version]. Journal of Advertising, 27(2), 33-51. Gould, S. (1994 September). Sexuality and ethics in advertising: A research agenda and policy guideline perspective. [Electronic version]. Journal of Advertising, 23(3), 73-81. La Tour, M. Henthorne, T.(1994, September). Ethical judgments of sexual appeals in print advertising. [Electronic version]. Journal of Advertising, 23(3), 87-91. Morrison, B. Sherman, R. (1972, April). Who responds to sex in adverting? [Electronic version]. Journal of Advertising, 12(2), 15-19. On Board the Porpoise. (1996). Retrieved April 5, 2004, from Commercial Closet Website, http://www.commercialcloset.org Ordonez, I. (2003, September). Peddling sex: Taut and trim flesh hits billboards as advertisers aim low. [Electronic Version]. Business Mexico, 13(9), 48. Ramirez, A. Reichert, T. (2000). Defining sexually oriented appeals in advertising: A grounded theory investigation. [Electronic version]. Advances in Consumer Research, 27, 269-273. Reichert, T., Heckler, S., Jackson, S. (2001, Spring). The effects of sexual social marketing appeals on cognitive processing and persuasion. [Electronic version]. Journal of Advertising, 30(1), 13-28. Richmond, D. Hartman, T. (1982). Sex appeal in advertising. [Electronic version]. Journal of Advertising, 22(5), 53-61. Severn, J., Belch, G., Belch, M. (1990). The effects of sexual and non-sexual advertising appeals and information level on cognitive processing and communication effectiveness. [Electronic version]. Journal of Advertising, 19(1), 14-22. Taflinger, R. (May 28, 1996). You and Me, Babe: Sex and Advertising. Retrieved March 16, 2004, from http://www.wsu.ede:80801-taflinger/sex.html. Treise, D. Weigold, M. (1994 September). Ethics in advertising: Ideological correlates of consumer perceptions. [Electronic version] Journal of Advertising, 23(3), 59-70. Victorias Secret Advertisement (2003). Retrieved March 16, 2004, from http://www.gtslade.com/vs/vs3.html Whipple, T. McManamon, M. . (2002, Summer). Implications of using male and female voices in commercials: An exploratory study. [Electronic version]. Journal of Advertising, 31(2), 79-91. Wise, G., King, A., Merenski, P. (1974, August). Reactions to sexy ads vary with age. [Electronic version]. Journal of Adverting, 14(4), 11-16. Zhan, S. (1999, March). When a picture is worth a thousand words. [Electronic version]. World Trade, 12(3), 82-83.

Qualitative Research Versus Quantitative Research Essay example -- Res

Qualitative Research Versus Quantitative Research Quantitative research data is a formal, objective, systematic process in which numerical data is utilised to obtain information around the world. Quantitative research is all about quantifying the relationships between variables such as height, weight. It is obtained by such things as questionnaires, official statistics and planned interviews and then from the numerical data we can identify trends and correlations and get an idea of the attitudes of large numbers of people which can be very helpful. It is obtained mostly in the form of numbers. They were originally developed in the natural sciences to study natural phenomena. Qualitative research data is all types of data that are not in the form of numbers including written sources, pictures, films, open-ended questions and unstructured interviews. Qualitative data can often provide a richer and more in-depth picture of social life. It was developed in the social sciences to enable researchers to study social and cultural phenomena. Qualitative research uses unreconstructed logic to get at what is really real: the quality, meaning, context, or image of reality in what people actually do, not what they say they do. The advantages of a questionnaire which produces quantitative data are you do not have to pay interviewers and it is cheap to classify results. Fast and efficient analysis possible with pre-coded closed questions and answers can be easily quantified and entered straight on to computers. Also questionnaires do not normally need interviewers so you do not have the risk of the interviewer influencing the respondent'... ...ty as if another researcher did the same experiment would they get the same results as others. And if a group of researchers all researched the same topic would they all get different results? If so which should we believe. Researchers often combine quantitative and qualitative data in their research to get a fair and accurate result even thought quantitative is often more accurate than qualitative. The major difference between qualitative and quantitative research is the underlying statement about the role of the researcher. In quantitative research, the researcher is ideally an objective observer that neither participates in or influences what is being studied. In qualitative research, however, it is thought that the researcher can learn the most about a situation by participating and/or being immersed in it.

Determination of a Rate Equation Essay -- GCSE Chemistry Coursework In

Determination of a Rate Equation Rate equation has the form rate = k [A]x[B]y which shows how the rate of a chemical reaction depends on the concentration of the reactants (A&B) and the rate constant k. The rate equation normally indicates what species are involved in the rate-determining step and how many species are involved. A rate equation is used to describe how the concentration of a product increases or the concentration of the reactants decreases with time, the equation also indicates how the concentration of one or more reactants directly affects the rate. Occasionally it can even be the concentration of a product that affects the rate. In general the rate equation for the reaction: A + B C + D Is found by experiment to follow simple kinetics with the rate equation being written as: Rate = k [A]x[B]y k = rate constant, x = order with respect to [A], y = order with respect with [B]. There are three orders of reactions, zero order, first order and second order. Zero order = the rate does not depend upon the concentration of the reactant. The rate of reaction is fixed. Doubling or tripling the concentration of the reactant makes no difference to the rate. Thus: Rate of reaction = k or rate of reaction = k[A]0. First order = the rate of reaction depends directly upon the concentration of the reactant. If the concentration of the reactant is doubled, the rate doubles, thus: Rate of reaction = k[A] or rate of reaction = k[A]1 Second order = the rate of reaction depends directly upon the square of the concentration of the reactants. If its concentration is doubled, its rate of reaction quadruples. Thus: Rate of reaction = k[A]2 The graph below shows zero, first and second order reactions and how changes in the co... ...ean that the concentration would be altered so this wouldn’t work. Also when doing the experiment the temperature was not always constant in the surroundings and in the solution. This could have affected the rate of reaction by some reactions happening faster and some slower than the others. To improve this i could make sure all the solutions were at the same temperature before starting the reaction. This would then ensure that the test was being conducted fairly and that way i could get more accurate results. To improve the experiment and minimise errors I can try and devise a better method that would ensure that all of the above errors were reduced. When measuring out my solutions I was taking readings from below the meniscus, this reduced the numbers of errors in my results. REFERENCES:  · Cambridge chemistry 2 text book  · Letts revision guide.  · Class notes.

How Act 2, Scene 1 of Romeo and Juliet May Have Been Staged Essay

Open in London in 1599, William Shakespeare’s Globe theatre grew to be recognized as the most popular playhouse in the region and home to some of the greatest players in England. The King’s Men, previously the Lord Chamberlain’s Men, were a playing company for whom Shakespeare was a member of for most of his career. They frequently performed in the Globe and staged many of Shakespeare’s works. Nevertheless, the lack of stagecraft information provided from these XVI century texts has made it hard to interpret how Shakespeare originally intended his plays to be performed in the Globe. In particular, the famous tragedy of Romeo and Juliet suggests that there are many alternative staging options for each scene. However, from a close reading of the play-text as a manual for performance, it is possible to describe how the play may have been staged, specifically in Act 2, Scene 1, by analysing elements such as the acting measures, the costume d esign and the stage setting. To commence, in the Elizabethan and Jacobean period, there were many important rules in regards to acting that players had to consider when performing in the Globe theatre. When Shakespeare wrote his plays, he included as many female characters as he did male characters. Nonetheless, the traditions and values of the Renaissance did not allow women to act or become actors, due to the fact that it was considered immoral for a woman to be on stage. At the time, they had no social status other than their association with their husbands or fathers. Moreover, actors were considered to have a low social status, thus it was considered improper and socially unacceptable for a woman to become a performer. Instead of editing all of Shakespeare’s texts to adher... ...e theatre’s unique structure. Works Cited Adams Novak, Elaine. Staging Shakespearean Theatre. Cincinnati: Betterway Books, 2000. Print. Hodges, C. Walters. The Globe Restored: A Study of the Elizabethan Theatre. London: Oxford University Press, 1968. Print. Leed, Drea. â€Å"Elizabethan Make-up.† Elizabethan Costuming Page. 2010. Web. 10 December 2013. Smith, Irwin. Shakespeare’s Globe Playhouse. New York: Charles Scribner’s Sons, 1956. Print. Staging Shakespeare. Seminars on Production Problems. New York: Garland Publishing Inc., 1990. Print. The Arden Shakespeare. Shakespeare’s Theatres and the Effects of Performance. London: Arden Shakespeare, 2013. Print. The Oxford Shakespeare. Romeo and Juliet. New York: Oxford University Press Inc., 2000. Print. The Signet Classic Shakespeare. Hamlet. New York: New American Library, 1998. Print.

Jewish society Essay

Bread Givers offers an insight into the life of Jews, particularly Jewish women during the early 1900s. This semi-fiction is a journey of the then Jewish settlers in virgin America. The plot is interwoven with a number of conflicts common in that era. Anzia Yezierska has beautifully penned a story about the life of a Jewish woman, her two sisters and her parents; how she carries the burden of being the bread earner of the family, and yet have all her decisions made by her father. The book shows us many facets of the lives of the Jewish settlers in the early 1900s. Through its themes it showcases the many roles the Jewish people especially the women, had to live up to after their immigration into the United States. In this era, general law in the Jewish society was that the man had the final say in everything . which was evident from the fact that Reb Smolinsky was able to thrash every single one of his daughters romances. If we follow the life of Sara we will see that gender roles in this era were evidently changing, as Sara made her own decisions and lived her own life. However, society did not accept this change and at the end of the day she was nothing more than an outcast. It’s ironic that at the end of the day happiness only came to her after she had found Hugo. Looming over the heads of the females in this era was the conflict between generations. We see that â€Å"family† keeps the girls from running away and doing what they want in life. According to old traditions, males dominate the decisions as per tradition. But here we see the youngest of the three sisters, Sara rebelling against these traditions and going against the tide and doing what she believes in and not what the generations have taught her. An unavoidable situation arises and the weight of expectation pushes Sara into taking her father into her own home. Hugo, her fiance, sees only the community belief of what is expected of them and takes their father in without question. Despite how far she has come, the life her culture requires and expects is still waiting for her, ready to take advantage of the slightest slip. As the story evolves, we see how each of the three sisters’ grows up and longs for a man in her life. However, their course in life shows a sharp contrast between their expectations and reality. After they are married, Eternal happiness and satisfaction eludes them while the actions of their male counterparts slap them in the face and bring them back to reality. We can see that each of the girls thinks marriage or in Sara’s case, achieving her goals would solve their problems, but it turns out it isn’t the magical solution they thought it would be. Bessie and Fania get married, only to face the fact that life wasn’t all rosy and carefree as they thought it would be. When Sara gives her own room on rent, she visualizes about how amazing and enriching it will be, only to find herself greatly longing for someone to talk to. In essence all three have set ideas of love in their minds and later on realize just how different real life really is. The book showcases entire generations that moved to America. It was the golden time of opportunity and the part that the Jewish women played in society is of phenomenal interest. Bibliography Takaki, Ronald. , A Different Mirror: A History of Multicultural America (New York: Little, Brown & Co. , 1993), 508 pages Gjerde, John. , ed. Major Problems in American Immigration and Ethnic History: Documents and Essays. (Cengage Learning, 1998) Jacobs, Harriet. Incidents in the Life of a Slave Girl (1861, rep. 2001). Reimers, David. Unwelcome Strangers. (New York : Columbia University Press, c1998). Yezierska, Anzia. Breadgivers. (1925)

Report on Hdfc Bank

1 PROJECT FINAL REPORT ON BANKING BY JIGAR SONI AT Summer Internship Project 2 PROJECT TITLE A project report on COMPANY GUIDE FACULTY GUIDE ================ ============== Mr. Manish Panchal Prof. Pragna Kaul Branch Manager IBMR Ahmedabad Kapadwanj. Prepared by : Jigar J Soni Roll no. 5 , Div – A IBMR _Ahmedabad Year – 2008/09 3 Acknowledgements If words are considered to be signs of gratitude then let these words Convey the very same My sincere gratitude to HDFC BANK for roviding me with an opportunity to work with BANK and giving necessary directions on doing this project to the best of my abilities. I am highly indebted to Mr. Manish Panchal. , Branch Manager and company project guide, who has provided me with the necessary information and also for the support extended out to me in the completion of this report and his valuable suggestion and comments on bringing out this report in the best way possible. I also thank Prof. Pragna Kaul, IBMR_Ahmedabad, who has sincer ely supported me with the valuable insights into the completion of this project. I am grateful to all faculty members of IBMR_Ahmedabad and my 4 friends who have helped me in the successful completion of this project. 5 CONTENTS Sr. No. Subject Covered Page No. 1 Banking Structure in India 6-7 2 Indian Banking Industries 8-9 3 Upcoming Foreign Bank in India 10 4 HDFC BANK 11-12 5 Company Profile 13-15 6 Technology used 16-19 7 Product and Customer segments 20-23 8 Business Strategy 24-25 9 Inside Hdfc Bank 26-31 10 Rupee Earned – Rupee Spent 32-33 11 Recent Development 34-41 12 SWOT Analysis 42-48 13 Project on Plastic Money 49-55 6 BANKING STRUCTURE IN INDIA Scheduled Banks in India (A) Scheduled Commercial Banks Public sector Banks Private sector Banks Foreign Banks in India Regional Rural Bank (28) (27) (29) (102) †¢Nationalized Bank †¢Other Public Sector Banks (IDBI) †¢SBI and its Associates †¢Old Private Banks †¢New Private Banks (B) Scheduled Cooperative Banks Scheduled Urban Cooperative Banks (55) Scheduled State Cooperative Banks (31) 7 Here we more concerned about private sector banks and competition among them. Today, there are 27 private sector banks in the banking sector: 19 old private sector banks and 8 new private sector banks. These new banks have brought in state-of-the-art technology and Aggressively marketed their products. The Public sector banks are Facing a stiff competition from the new private sector banks. The banks which have been setup in the 1990s under the guidelines of the Narasimham Committee are referred to as NEW PRIVATE SECTOR BANKS. New Private Sector Banks †¢Superior Financial Services †¢Designed Innovative Products †¢Tapped new markets †¢Accessed Low cost NRI funds †¢Greater efficiency 8 INDIAN BANKING INDUSTRIES The Indian banking market is growing at an astonishing rate, with Assets expected to reach US$1 trillion by 2010. An expanding economy, middle class, and technological innovations are all ontributing to this growth. The country’s middle class accounts for over 320 million people. In correlation with the growth of the economy, rising income levels, increased standard of living, and affordability of banking products are promising factors for continued expansion. 9 The Indian banking Industry is in the middle of an IT revolution, Focusing on the ex pansion of retail and rural banking. Players are becoming increasingly customer – centric in their approach, which has resulted in innovative methods of offering new banking products and services. Banks are now realizing the mportance of being a big player and are beginning to focus their attention on mergers and acquisitions to take advantage of economies of scale and/or comply with Basel II regulation. â€Å"Indian banking industry assets are expected to reach US$1 trillion by 2010 and are poised to receive a greater infusion of foreign capital,† says Prathima Rajan, analyst in Celent's banking group and author of the report. â€Å"The banking industry should focus on having a small number of large players that can compete globally rather than having a large number of fragmented players. UPCOMING FOREIGN BANKS IN INDIA By 2009 few more names is going to be added in the list of foreign banks in India. This is as an aftermath of the sudden interest shown 10 by Reserve Bank of India paving roadmap for foreign banks in India greater freedom in India. Among them is the world's best private bank by EuroMoney magazine, Switzerland's UBS. The following are the list of foreign banks going to set up business in India :- †¢Royal Bank of Scotland †¢ †¢Switzerland's UBS †¢ †¢US-based GE Capital †¢ †¢Credit Suisse Group †¢ †¢Industrial and Commercial Bank of China WE UNDERSTAND YOUR WORLD The Housing Development Finance Corporation Limited (HDFC) was amongst the first to receive an ‘in principle' approval from the 11 Reserve Bank of India (RBI) to set up a bank in the private sector, as part of the RBI's liberalization of the Indian Banking Industry in 1994. The bank was incorporated in August 1994 in the name of ‘HDFC Bank Limited', with its registered office in Mumbai, India. HDFC Bank commenced operations as a Scheduled Commercial Bank in January 1995. HDFC is India's premier housing finance company and enjoys an impeccable track record in India as well as in international markets. Since its inception in 1977, the Corporation has maintained a consistent and healthy growth in its operations to remain the market leader in mortgages. Its outstanding loan portfolio covers well over a million dwelling units. HDFC has developed significant expertise in retail mortgage loans to different market segments and also has a large corporate client base for its housing related credit facilities. With its experience in the financial markets, a strong market reputation, large shareholder base and unique consumer franchise, HDFC was ideally positioned to promote a bank in the Indian nvironment. HDFC Bank began operations in 1995 with a simple mission : to be a 12 â€Å" World Class Indian Bank. † We realized that only a single minded focus on product quality and service excellence would help us get there. Today, we are proud to say that we are well on our way towards that goal. COMPANY PROFILE STRONG NATIONAL NETWORK 13 HDFC BANK As of March 31, 2008, the Bank’s di stribution network was at 761 Branches and 1977 ATMs in 327 cities as against 684 branches March 2006 March 2007 March 2008 Citied 228 316 327 Branches 535 684 761 ATMs 1323 1605 1977 14 nd 1,605 ATMs in 320 cities as of March 31, 2007. Against the regulatory approvals for new branches in hand, the Bank expects to further expand the branch network by around 150 branches by June 30, 2008. During the year, the Bank stepped up retail customer acquisition with deposit accounts increasing from 6. 2 million to 8. 7 million and total cards issued (debit and credit cards) increasing from 7 million to 9. 2 million. Whilst credit growth in the banking system slowed down to about 22% for the year ended 2007-08, the Bank’s net advances grew by 35. 1% with retail advances growing by 38. % and wholesale advances growing by 30%, implying a higher market share in both segments. The transactional banking business also registered healthy growth With cash management volumes increased by around 80% and trade services volumes by around 40% over the previous year. Portfolio quality as of March 31, 2008 remained healthy with gross nonperforming assets at 1. 3% and net non-performing assets at 15 0. 4% of total customer assets. The Bank’s provisioning policies for specific loan loss provisions remained higher than regulatory requirements. TECHNOLOGY USED IN HDFC BANK In the era of globalization each and every sector faced the stiff competition from their rivals. And world also converted into the flat from the globe. After the policy of liberalization and RBI initiatives to take the step for the private sector banks, more and more changes 16 are taking the part into it. And there are create competition between the private sector banks and public sector bank. Private sector banks are today used the latest technology for the different transaction of day to day banking life. As we know that Information Technology plays the vital role in the each and every ndustries and gives the optimum return from the limited resources. Banks are service industries and today IT gives the innovative Technology application to Banking industries. HDFC BANK is the leader in the industries and today IT and HDFC BANK together combined they reached the sky. New technology changed the mind of the customers and changed the queue concept from the history banking transaction. Today there are different channels are available for the banking transactions. We can see that the how technology gives the best results in the below diagram. There are drastically changes seen in the use of Internet banking, in a year 2001 (2%) and in the year 2008 ( 25%). These type of technology gives the freedom to retail customers. 17 Centralized Processing Units Derived Economies of Scale Electronic Straight Through Processing Reduced Transaction Cost Data Warehousing , CRM Improve cost efficiency, Cross sell Innovative Technology Application Provide new or superior products HDFC BANK is the very consistent player in the New private sector banks. New private sector banks to withstand the competition from public sector banks came up with innovative products and superior service. 2001 18 Branches 43% ATM 40% Phone Banking 14% Internet 2% Mobile 1% 2005 Branches 17% ATM 45% Phone Banking 12% Internet 25% Mobile 1% ( % customer initiated Transaction by Channel ) 19 HDFC BANK PRODUCT AND CUSTOMER SEGMENTS PERSONAL BANKING Loan Product Deposit Product Investment & Insurance †¢Auto Loan †¢Loan Against Security †¢Loan Against Property †¢Personal loan †¢Credit card †¢2-wheeler loan †¢Commercial vehicles finance †¢Home loans †¢Retail business banking †¢Tractor loan †¢Working Capital Finance †¢Construction Equipment Finance †¢Health Care Finance †¢Education Loan †¢Gold Loan †¢Saving a/c †¢Current a/c †¢Fixed deposit †¢Demat a/c †¢Safe Deposit Lockers †¢Mutual Fund †¢Bonds †¢Knowledge Centre †¢Insurance †¢General and Health Insurance †¢Equity and Derivatives †¢Mudra Gold Bar 20 Cards Payment Services Access To Bank †¢Credit Card †¢Debit Card †¢Prepaid Card —————————- —- Forex Services —————————- —- †¢Product & Services †¢Trade Services †¢Forex service Branch Locater †¢RBI Guidelines †¢NetSafe †¢Merchant †¢Prepaid Refill †¢Billpay †¢Visa Billpay †¢InstaPay †¢DirectPay †¢VisaMoney Transfer †¢e–Monies Electronic Funds Transfer †¢Online Payment of Direct Tax †¢NetBanking †¢OneView †¢InstaAlert MobileBanking †¢ATM †¢Phone Banking †¢Email Statements Branch Network 21 WHOLESALE BANKING Corporate Small and Medium Enterprises Financial Inst itutions and Trusts †¢Funded Services †¢Non Funded Services †¢Value Added Services †¢Internet Banking †¢Funded Services †¢Non Funded Services †¢Specialized Services †¢Value added services †¢Internet Banking BANKS †¢Clearing Sub- Membership †¢RTGS – submembership †¢Fund Transfer †¢ATM Tie-ups †¢Corporate Salary a/c †¢Tax Collection Financial Institutions Mutual Funds Stock Brokers Insurance Companies Commodities Business Trusts BUSINESS MIX 22 Total Deposits Gross Advances Net Revenue Retail Wholesale †¢HDFC Bank is a consistent player in the private sector bank and have a well balanced product and business mix in the Indian as well as overseas markets. †¢Customer segments (retail & wholesale) account for 84% of Net revenues ( FY 2008) †¢Higher retail revenues partly offset by higher operating and credit costs. †¢Equally well positioned to grow both segments. . 23 NRI SERVICES Accounts & Deposits Remittances †¢Rupee Saving a/c †¢Rupee Current a/c †¢Rupee Fixed Deposits †¢Foreign Currency Deposits †¢Accounts for Returning Indians †¢North America †¢UK †¢Europe †¢South East Asia †¢Middle East †¢Africa †¢Others Quick remit IndiaLink Cheque LockBox Telegraphic/ Wire Transfer Funds Transfer Cheques/DDs/TCs Investment & Insurances Loans †¢Mutual Funds †¢Insurance †¢Private Banking †¢Portfolio Investment Scheme †¢Home Loans †¢Loans Against Securities †¢Loans Against Deposits †¢Gold Credit Card Payment Services Access To Bank †¢NetSafe †¢BillPay †¢InstaPay †¢DirectPay †¢Visa Money †¢Online Donation †¢NetBanking †¢OneView †¢InstaAlert †¢ATM †¢PhoneBanking †¢Email Statements †¢Branch Network 24 BUSINESS STRETEGY HDFC BANK mission is to be â€Å"a World Class Indian Bank†, benchmarking themselves against international standards and best ractices in terms of product offerings, technology, service levels, risk management and audit & compliance. The objective is to build sound customer franchises across distinct businesses so as to be a preferred provider of banking services for target retai l and wholesale customer segments, and to achieve a healthy growth in profitability, consistent with the Bank's risk appetite. Bank is committed to do this while ensuring the highest levels of ethical standards, professional integrity, corporate governance and regulatory compliance. Continue to develop new product and technology is the main business strategy f the bank. Maintain good relation with the customers is the main and prime objective of the bank. HDFC BANK business strategy emphasizes the following : 25 †¢Increase market share in India’s expanding banking and financial services industry by following a disciplined growth strategy focusing on quality and not on quantity and delivering high quality customer service. †¢Leverage our technology platform and open scaleable systems to deliver more products to more customers and to control operating costs. †¢Maintain current high standards for asset quality through disciplined credit risk management. Develop in novative products and services that attract the targeted customers and address inefficiencies in the Indian financial sector. †¢Continue to develop products and services that reduce bank’s cost of funds. †¢Focus on high earnings growth with low volatility. 26 INSIDE HDFC BANK FIVE â€Å"S† , PART OF KAIZEN WORK PLACE TRANSFORMATION Focus on effective work place organization Believe in â€Å" Small changes lead to large improvement † Every successful organization have their own strategy to win the race in the competitive market. They use some technique and methodology for smooth running of business. HDFC BANK also aquired the Japanese technique for smooth running of work and effective work place organization. Five ‘S’ Part of Kaizen is the technique which is used in the bank For easy and systematic work place and eliminating unnecessary things from the work place. BENEFIT OF FIVE â€Å"S† 27 †¢It can be started immediately. †¢Every one has to participate. †¢Five â€Å" S† is an entirely people driven initiatives. †¢Brings in concept of ownership. †¢All wastage are made visible. FIVE ‘S’ Means :- S-1 SORT SEIRI S-2 SYSTEMATIZE SEITON S-3 SPIC-N-SPAN SEIRO S-4 STANDARDIZE SEIKETSU S-5 SUSTAIN SHITSUKE (1) SORT :- It focus on eliminating unnecessary items from the work place. It is excellent way to free up valuable floor space. It segregate items as per â€Å"require and wanted†. (2) SYSTEMATIZE :- Systematize is focus on efficient and effective Storage method. Frequently Requir ed Less Frequently Requir ed Remove everything from workplace Junk Wanted but not Required Junk 28 That means it identify, organize and arrange retrieval. It largely focus on good labeling and identification practices. Objective :- â€Å"A place for everything and everything in its place†. (3) SPIC- n – SPAN :- Spic-n-Span focuses on regular clearing and self nspection. It brings in the sense of ownership. (4) STANDERDIZE :- It focus on simplification and standardization. It involve standard rules and policies. It establish checklist to facilitates autonomous maintenance of workplace. It assign responsibility for doing various jobs and decide on Five S frequency. (5) SUSTAIN:- It focuses on definin g a new status and standard of organized work place. Sustain means regular training to maintain standards developed under S-4. It brings in self- discipline and commitment towards workplace organization. 29 LABELLING ON FILE FILE NUMBER SUBJECT FROM DATE TO DATE OWNER BOX LABEL For Example 1 / 3 / A / 6 1 – Work Station (1) 3 – Drawer (3) A – Shelf (A) 6 – File Number ( 6) 30 COLOUR CODING OF FILES DEPARTMENT Welcome Desk Personal Banker Teller Relationship Manager Branch Manager Demat Others In the HDFC BANK each department has their different color coding apply on the different file. Due to this everyone aware about their particular color file which is coding on it and they save their valuable time. It is a part of Kaizen and also included in the system of the Five ‘S’. Logic behind it that , the color coding are always differentiate the things from the similar one. 31 HUMAN RESOURCES The Bank’s staffing needs continued to increase during the year particularly in the retail banking businesses in line with the business growth. Total number of employees increased from 14878 as of March31,2006 to 21477 as of March 31, 2007. The Bank continues to focus on training its employees on a continuing basis, both on the job and through training programs conducted by internal and external faculty. The Bank has consistently believed that broader employee ownership of its shares has a positive impact on its performance and employee motivation. The Bank’s employee stock option scheme so far covers round 9000 employees. 32 RUPEE EARNED – RUPEE SPENT It is more important for every organization to know about from where and where to spent money. And balanced between these two things rupee earned and rupee spent are required for smooth running of business and financial soundness. This type of watch can control and eliminate the unnecessary spending of business. In this diagram it include both things from where Bank earned Rupee and where to spent. 33 HDFC BANK earned from the ‘Interest from Advances’ 51. 14 % , ‘Interest from Investment’ 27. 12 %, bank earned commission exchange and brokerage of 15. 25 %. These are the major earning sources of the bank. Bank also earned from the Forex and Derivatives and some other Interest Income. Bank spent 39. 75 % on Interest Expense, 30. 27 % on Operating Expense and 14. 58 % on Provision. Bank also spent Dividend and Tax on dividend, Loss on Investment , Tax. As we discuss above that balancing is must between these two for every organization especially in the era of globalization where there are stiff competition among various market players. RECENT DEVELOPMENT 34 The Reserve Bank of India has approved the scheme of amalgamation of Centurion Bank of Punjab Ltd. ith HDFC Bank Ltd. with effect from May 23, 2008. All the branches of Centurion Bank of Punjab will function as branches of HDFC Bank with effect from May 23, 2008. With RBI’s approval, all requisite statutory and regulatory approvals for the merger have been obtained. 35 The combined entity would have a nationwide network of 1167 branches; a strong deposit base of around Rs. 1,22, 000 crores and net advances of around Rs. 89,000 crores. The balance sheet size of the combined entity would be over Rs. 1,63,000 crores. Merger with Centurion Bank of Punjab Limited On March 27, 2008, the shareholders of the Bank accorded their consent to a scheme of amalgamation of Centurion Bank of Punjab Limited with HDFC Bank Limited. The shareholders of the Bank approved the issuance of one equity share of Rs. 10/- each of HDFC Bank Limited for every 29 equity shares of Re. 1/- each held in Centurion Bank of Punjab Limited. This is subject to receipt of Approvals from the Reserve Bank of India, stock exchanges and Other requisite statutory and regulatory authorities. The shareholders Also accorded their consent to issue equity shares and/or warrants onvertible into equity shares at the rate of Rs. 1,530. 13 each to HDFC Limited and/or other promoter group companies on preferential basis, subject to final regulatory approvals in this regard. The Shareholders of the Bank have also approved an increase in the authorized capital from Rs. 450 crores to Rs. 550 crores. 36 Promoted in 1995 by Housing Development Finance Corporation (HDFC), India's leading housing finance company, HDFC Bank is one of India's premier banks providing a wide range of financial products and services to its over 11 million customers across hundreds of Indian cities using multiple distribution channels including a pan-India network of branches, ATMs, phone banking, net banking and mobile banking. Within a relatively short span of time, the bank has emerged as a leading player in retail banking, wholesale banking, and treasury operations, its three principal business segments. The bank's competitive strength clearly lies in the use of technology and the ability to deliver world-class service with rapid response time. Over the last 13 years, the bank has successfully gained market share in its target customer franchises while maintaining healthy rofitability and asset quality. 37 As on March 31, 2008, the Bank had a network of 761 branches and 1,977 ATMs in 327 cities. For the year ended March 31, 2008, the Bank reported a net profit of INR 15. 90 billion (Rs. 1590. 2crore), up 39. 3%, over the corresponding year ended March 31, 2007. As of March 31, 2008 total deposits were INR 1007. 69 billion, (Rs. 100,769 crore) up 47. 5% over th e corresponding year ended March 31, 2007. Total balance sheet size too grew by 46. 0% to INR 1,331. 77 billion (133177 crore). Leading Indian and international Publications have recognized the bank for its performance and quality. Centurion Bank of Punjab is one of the leading new generation private sector banks in India. The bank serves individual consumers, small and medium businesses and large corporations with a full range of financial products and services for investing, lending and 38 advice on financial planning. The bank offers its customers an array of wealth management products such as mutual funds, life and general insurance and has established a leadership ‘position'. The bank is also a strong player in foreign exchange services, ersonal loans, mortgages and agricultural loans. Additionally the bank offers a full suite of NRI banking products to Overseas Indians. On 29th August 2007, Centurion Bank of Punjab merged with Lord Krishna Bank (LKB), post obtaining all requisite statutory and regulatory approvals. This merger has further strengthened the geographical reach of the Bank in major towns and cities across the country , especially in the State of Kerala, in addition to its existing dominance in the northern part of the country. Centurion Bank of Punjab now operates on a strong nationwide ranchise of 404 branches and 452 ATMs in 190 locations across the country, supported by employee base of over 7,500 employees. In addition to being listed on the major Indian stock exchanges, the Bank’s shares are also listed on the Luxembourg Stock 39 Exchange. ACHIEVEMENT IN 2007 Business Today- Monitor Group survey One of India's â€Å"Most Innovative Companies† Financial Express- Ernst & Young Award Best Bank Award in the Private Sector category 40 Global HR Excellence Awards – Asia Pacific HRM Congress: ‘Employer Brand of the Year 2007 -2008' Award – First Runner up, & many more Business Today ‘Best Bank' Award Dun & Bradstreet – American Express Corporate Best Bank Award 2007 ‘Corporate Best Bank' Award The Bombay Stock Exchange and Nasscom Foundation's Business for Social Responsibility Awards 2007 ‘ Best Corporate Social Responsibility Practice' Award Outlook Money & NDTV Profit Best Bank Award in the Private sector category. The Asian Banker Excellence in Retail Financial Services Awards Best Retail Bank in India Asian Banker HDFC BANK Managing Director Aditya Puri wins the Leadership Achievement Award for India 41 SWOT ANALYSIS STRENGTH †¢Right strategy for the right products. †¢Superior customer service vs. competitors. WEAKNESSES †¢Some gaps in range for certain sectors. †¢Customer service staff need training. 42 †¢Great Brand Image †¢Products have required accreditations. †¢High degree of customer satisfaction. †¢Good place to work †¢Lower response time with efficient and effective service. †¢Dedicated workforce aiming at making a long-term career in the field. †¢Processes and systems, etc †¢Management cover insufficient. †¢Sectoral growth is constrained by low unemployment levels and competition for staff 3 Opportunities †¢Profit margins will be good. †¢Could extend to overseas broadly. †¢New specialist applications. †¢Could seek better customer deals. †¢Fast-track career development opportunities on an industry-wide basis. †¢An applied research centre to create opportunities for developing techniques to provi de added-value services. Threats †¢Legislation could impact. †¢Great risk involved †¢Very high competition prevailing in the industry. †¢Vulnerable to reactive attack by major competitors †¢Lack of infrastructure in rural areas could constrain investment. †¢High volume/low cost market is intensely ompetitive. 44 COMPETITIVE SWOT ANALYSIS WITH ICICI BANK STRENGTHS WEAKNESSES O P P O R T U N I T I E S S – O Strategies Strength: Large Capital base. Opportunity: Market Expansion. Strategy: Deep Penetration into Rural Market. W – O Strategies Weakness: Workforce Responsiveness. Opportunity: Outsourcing of Non – Core Business. Strategy: Outsource Customer Care & other E-Helps. T H R E A T S S – T Strategies Strength: Low operating costs Threat: Increased Competition from others Pvt. Banks. Strategy: Steps to Ensure Loyalty by old Customers. W – T Strategies Weakness: Not Equal to International Standards. Threat: Entry of many Foreign Banks. Strategy: Consider additional benefits 45 Detailed Analysis: i. Strength – Opportunity Analysis. Strength: It is well know that ICICI Bank has the largest Authorised Capital Base in the Banking System in India i. e. having a total capacity to raise Rs. 19,000,000,000 (Non – Premium Value). Opportunity: Seeing the present financial & economic development of Indian Economy and also the tremendous growth of the Indian Companies including the acquisition spree followed by them, it clearly states the expanding market for finance requirements nd also the growth in surplus disposal income of Indian citizens has given a huge rise in savings deposits – from the above point it is clear that there is a huge market expansion possible in banking sector in India. Strategy: From the analysis of Strength & Opportunity the simple and 46 straight possible strategy for ICICI Bank could be – to penetrate into the rural sector of India for expanding its market share as well as leading all other Pvt. Banks from a great gap. ii. Strength – Threat Analysis. Strength: ICICI Bank is not only known for large capital but also for having a ow operations cost though having huge number of branches and services provided. Threat: After showing a significant growth overall, India is able to attract many international financial & banking institutes, which are known for their state of art working and keeping low operation costs. Strategy: To ensure that ICICI Bank keeps going on with low operation cost & have continuous business it should simply promote itself well & provide quality service so as to ensure customer loyalty, therefore guaranteeing continuous business. 47 iii. Weakness – Opportunity Analysis. Weakness: It is well known that workforce responsiveness in banking sector is Very low in Indian banking sector, though ICICI Bank has better responsible staff but it still lacks behind its counterparts like HSBC, HDFC BANK, CITI BANK, YES BANK etc. Opportunity: In the present world, India is preferred one of the best places for out – sourcing of business process works and many more. Strategy: As international companies are reaping huge benefits after out- sourcing there customer care & BPO’s, this same strategy should be implemented by ICICI Bank so as to have proper customer ervice without hindering customer expectations. 48 iv. Weakness – Threat Analysis. Weakness: Though having a international presence, ICICI Bank has not been able to keep up the international standards in providing customer service as well as banking works. Threat: In recent times, India has witnessed entry of many international banks like CITI Bank, YES Bank etc which posses an external entrant threa t to ICICI Bank – as this Banks are known for their art of working and maintain high standards of customer service. Strategy: After having new entrants threat, ICICI Bank should come up with More additional benefits to its customer or may be even reduce some fees for any additional works of customers. 49 PROJECT ON PLASTIC MONEY PLASTIC MONEY PLASTIC MONEY I give the project on Plastic Money to bank. The objective behind this project is to increase the rich customers list in a bank. Plastic Money title itself says the use of Credit Card and Debit Card in day to day transaction of the business. I prepared the presentation on it and 50 submitted to bank and Bank already started work on this project. Idea behind this project is to sale the bulk product. Target customer Of this project are two parties one is Wholesaler and second is Retailer. Due to this idea bank also sell their swipe machine to wholesaler and create brand image in the market. The idea behind this, bank give the credit card swipe machine to wholesalers and retailers use the credit card of the bank. Bank gives the 50 days credit to their credit card holders. So here retailers can get benefit of long credit period and on the other side wholesalers can get the benefit of same day payment. As a result bank got the wide list of customers of wholesalers and retailers.