Different Types of Narration Essay Example for Free

Different Types of Narration Essay There are a variety of ways to narrate a story, but essentially they can be broken down into two main groups: first person narrative, and third person narrative. In the use of the first person narrator, the story is told through the eyes of the I narrator. The first person narrator can only relate incidents that he or she has witnessed, and only he or she can interpreted the situation, therefore in this respect the first person narrative is limited. We must remember that a first person narrator in a novel is not the novelist but a character who sees things only in the light of his or her own point of view and coloured by his or her personality, therefore events are biased to the narrators opinion. This of course can be used to effect in books where the first person narrator is unreliable and therefore we are forced to see a false picture of events. For example in The Beach by Alex Garland, events are told by Richard, a backpacker in Bangkok. In the extract I have chosen, Richard recounts an encounter with Mister Duck, who, at the beginning of he book, commits suicide. In the extract below, it is only the second time that Richard meets Mister Duck, the first being when Richard was feverish. Therefore we can easily presume that Richard was hallucinating when he first met Mister Duck but in this extract, it is hard to tell, from the way Richard narrates it, that Mister Duck is imaginary: Mister Duck sat in his room on the Khao San Road. Hed pulled back one of the newspapers that covered the window and was peering down to the street. Behind him, strewn across his bed, were coloured pencils, obviously the ones hed used to draw the map. The map was nowhere in sight so maybe hed already tacked it to my door. I saw that his shoulders were shaking. Mister Duck? I said cautiously. He turned, scanned the room with a puzzled frown and, then spotted me through the strip of mosquito netting. Rich Hi. Of course, through first person narrative, we develop a more intimate relationship with the narrator because we have their character and way of thinking forced upon us, which in cases can make you sympathise more with this character, as you know their private emotions that they would not show openly. For example in The Remains of the Day the use of the first person narrator creates suspense and mystery over the intense relationship between Stevens and Miss Kenton. Also in this extract, we feel Stevens character imposed on the story as his unquestioning faith and dedication to his job cost him dearly his personal life. And finally Stevens unwavering sense of duty and reserve at all times leading him to deny his emotions eventually drive away the woman he loved. As demonstrated in the extract I have chosen: As I was bolting the door, I noticed Miss Kenton waiting for me, and said: I trust you had a pleasant evening, Miss Kenton. She made no reply, so I said again, as we were making our way across the darkened expanse of the kitchen floor; I trust you had a pleasant evening, Miss Kenton. I did, thank you, Mr Stevens. Im pleased to hear that. Behind me, Miss Kentons footsteps came to a sudden stop and I heard her say: Are you not in the least interested in what took place tonight between my acquaintance and I Mr Stevens? I do not mean to be rude, Miss Kenton, But I really must return upstairs without further delay. The fact is, events of a global significance are taking place in this house at this very moment. When are they not, Mr Stevens? Very well, if you must be rushing off, I shall just tell you that I accepted my acquaintances proposal. I beg your pardon, Miss Kenton? His proposal of marriage. Ah, is that so, Miss Kenton? Then may I offer you my congratulations. Thank you, Mr Stevens. Of course, Ill be happy to serve out my notice. However, should it be that you are able to release me earlier, we would be very grateful. My acquaintance begins his new job in the West Country in two weeks time. I will do my best to secure a replacement at the earliest opportunity, Miss Kenton. Now if you will excuse me, I must return upstairs. I started to walk away again, but then when I had all but reached the doors out to the corridor, I heard Miss Kenton say: Mr Stevens, and thus turned once more. She had not moved, and consequently she was obliged to raise her voice slightly in addressing me, so that it resonated rather oddly in the cavernous spaces of the dark and empty kitchen. Am I to take it she said, that after the many years of service I have given in this house, you have no more words to greet the news of my possible departure than those you have just uttered? Miss Kenton, you have my warmest congratulations. But I repeat, there are matters of global significance taking place upstairs and I must return to my post. Pages 218-219 In this extract we are frustrated by Stevens reserve and lack of emotion, and without the story being told form his side we might have felt Stevens to be cold hearted and distance and therefore dislike him. But in fact we pity his actions and feel moved. An autobiographical persona such as Pip in Dickens Great Expectations, are not to be taken as complete or even accurate portraits of their authors they are often no more than studies in self criticism: I was quite as dejected on the first working-day of my apprenticeship as in that after-time; but I am glad to know that I never breathed a murmur to Joe while my indentures lasted. It is about the only thing I am glad to know of myself in that connexion. For, though it includes what I proceed to add, all the merit of what I proceed to add was Joes. It was not because I was faithful, but because Joe was faithful, that I never ran away and went for a soldier or a sailor. It was not because I had a strong sense of the virtue of industry, but because Joe had a strong sense of the virtue of industry, that I worked with tolerable zeal against the grain. It is not possible to know how far the influence of any amiable honest-hearted duty-going man flies out into the world; but it is very possible to know how it has touched ones self in going by, and I know right well that any good that intermixed itself with my apprenticeship came of plain contented Joe, and not of restless aspiring discontented me. In the same way the innumerable portraits by artists of their friends, enemies or acquaintances are notoriously one sided, exaggerated and even on occasion, libellous. In a first person narrative, the use of interior monologue can be used where the reader is allowed inside the mind of the narrator and so we can hear their inner thought. For example in Ernest Hemingways A farewell to Arms, when Henry hears that his wife is gravely ill we receive an interior monologue: The nurse went into the room and shut the door. I sat outside in the hall. Everything was gone inside of me. I did not think. I could not think. I knew she was going to die and I prayed that she would not. Dont let her die. Oh, God, please dont let her die. Ill do anything for you if you wont let her die Please, please, please dear God, dont let her die. Dear God, dont let her die. Pleas, please, please dont let her die, God, please make her not die. Ill do anything you say if you dont let her die. You took the baby but dont let her die that was all right but dont let her die. Please, please, dear God, dont let her die. Here we feel that the character is deeply involved in his surroundings and what is happening, the events he is recounting are extremely emotional and moving, but this is not always the case. In Nausea by Jean-Paul Satre, it is the story of an observer of life in a small cafà ¯Ã‚ ¿Ã‚ ½, and here the narrator is totally withdrawn from his surrounding, as though watching it on television. The narrator is distanced from events and the book is almost like a third person narrative in the sense that he is telling the story of the lives of those sitting around him, but of course true to first person narration he is interpreting the situation into how he sees it: It is half past one. I am at the Cafà ¯Ã‚ ¿Ã‚ ½ Mably, eating a sandwich, and everything is more or less normal. In any case, everything is always normal in cafà ¯Ã‚ ¿Ã‚ ½s and especially in Cafà ¯Ã‚ ¿Ã‚ ½ Mably, because of the manager, Monsieur Fasquelle, who has a vulgar expression in his eyes which is very straightforward and reassuring. It will soon be time for his afternoon nap and his eyes are already pink, but his manner is still lively and decisive. He is walking among the tables and speaking confidentially to all the customers: Is everything all right, Monsieur? I smile at seeing him so lively: when his establishment empties, his head empties too. Between two and four the cafà ¯Ã‚ ¿Ã‚ ½ is deserted, and then Monsieur Fasquelle takes a few dazed steps, the waiter turn out the lights, and he slips into unconsciousness: when this man is alone, he falls asleep. The second type of narrative is third person narration. The narrator is omniscient, that is, able to move between characters, situations, and locations at any point, and granted full access to characters thoughts, feelings, and motivation. This is the advantage that third person narration has over first person, yet a sense of intimacy with the characters is harder to achieve. Some narrators might comment on the events taking place in the novel as they unfold, and even interpose their own views; the Victorian novelists such as Charles Dickens were adept at this manner of intervention, for example in A Christmas Carol, Dickens talks directly to the reader to convey his thoughts and ideas: Marley was dead, to begin with. There is no doubt whatever about that. The register of his burial was signed by the clergyman, the clerk, the undertaker, and the chief mourner. Scrooge signed it. And Scrooges name was good upon Change for anything he chose to put his hand to. Old Marley was dead as a door-nail. Mind! I dont mean to say that I know, of my own knowledge, what there is particularly dead about a door-nail. I might have been inclined, myself, to regard a coffin-nail as the deadest piece of ironmongery in the trade. But the wisdom of out ancestors is in the simile; and my unhallowed hands shall not disturb it, or the countrys done for. You will therefore permit me to repeat, emphatically, that Marley was as dead as a door-nail. Alternatively, the author might limit the narrators overt presence, and recount the narratives events as directly as possible. A third-person narrator might have a limited point of view, confined to only one or a few characters, as in much of Emily Brontà ¯Ã‚ ¿Ã‚ ½s Wuthering Heights, where the author is wholly absent and uses the characters to tell the story. Therefore she never directly interrupts the story to make a direct comment or moral judgement on the action of the characters. We notice that Emily Brontà ¯Ã‚ ¿Ã‚ ½ in Wuthering Heights uses narrators that are involved in the proceedings and therefore these people try to inflict their point of view on the reader. In this case it is to emphasise the point that the relationship between Heathcliff and Cathy is unique and not something that Nelly, or Lockwood (Wuthering Heights two main narrators) will never fully comprehend as only Heathcliff and Cathy can explain their love for each other. She rung the bell till it broke with a twang: I entered leisurely. It was enough to try the temper of a saint, such senseless, wicked rages! There she lay dashing her head against the arm of the sofa, and grinding her teeth, so that you might fancy she would crash them to splinters! Mr Linton stood looking at her in sudden compunction and fear. He told me to fetch some water. She had no breath for speaking. I brought a glass full; and, as she would not drink, I sprinkled it on her face. In a few seconds she stretched herself out stiff, and turned up her eyes, while her cheeks, at once blanched and livid, assumed the aspect of death. Linton looked terrified. There is nothing in the world the matter, I whispered. I did not want him to yield, though I could not help being afraid in my heart. She has blood on her lips! he said, shuddering. Never mind! I answered tartly. And I told him how she had resolved previous to his coming, on exhibiting a fit of frenzy. In some cases the events of the story are told through an impersonal narrative. This impersonal narrator then relates the story through the senses of different character, presenting the reader with a more rounded picture. For example in The Tesseract by Alex Garland, the story is told from many points of view, quickly changing between one characters perspective to another, each time the story being told from that characters sense and feeling. In the extract below we witness the situation from three of the character point of view The telephone made for an indifferent witness. But Seans reflection in the bathroom mirror, making contact as he turned away from the vent, was less detached. Even under pressure, the sight was arresting. His face seemed to be in a state of flux. Unable to resolve itself, like a cheap hologram or a bucket of snakes, the lips drew back while the jaw relaxed, the stare softened while the frown hardened. Fear, Sean thought distantly. Rare that one got to see what it actually looked like. Other peoples, sure, but not your own. Intrigued, he leaned close to the mirror, ignoring the footsteps that were already working their way up the stairs. Aaaah, were going to be late, said Don Pepe, breaking the tense silence of the last five minutes. Jojo nodded and nervously pushed his thumbs into the padding around the steering wheel. Yes, sir, we are. Im sorry. Jojo paused a moment before saying Yes, sir again. He was leaving time for Teroy to add his own apology. After all, hed been the one who had suggested Hotel Patay in the first place. But Teroy, sitting in the passenger seat, wasnt saying a word. No sense diverting Don Pepes irritation on to him, when he could keep his head down and his mouth shut and let Jojo take all the abuse. Fair enough. Jojo would have been doing the same if their roles had been reversed. The narrator is very important in a story as the narrator is responsible for the way a story is conveyed to its reader, or its point of view. The variety of ways that the author can manipulate the narrator and his or her point of view in order to gain maximum control over the work as a whole is often the essence of whether the reader gained the desired effect set by the author.

Civil War Reconstruction :: essays research papers

AP American History The President versus Congress The President and congress both had different reconstruction plans for the south. These different arguments were based on different beliefs and different self interests. The President firmly believed on a soft-on-south reconstruction plan while congress believed that the south should be economically, socially, and politically reconstructed.   Ã‚  Ã‚  Ã‚  Ã‚  Both President Lincoln and President Johnson both believed that the war was fought over the succession of the south and because the north won, the south never actually succeeded. This resulted in their reconstruction plan to be very kind to the south. They required for each southern state to have 10 percent of their voters pledge allegiance to the union. This plan allowed for the southern Black Codes. These were instituted to keep the blacks as a cotton labor force as well as an inferior race. If the south followed this plan then they would be rejoined into the union.   Ã‚  Ã‚  Ã‚  Ã‚  Congress’s reconstruction plan for the south was much more rigorous. The congress didn’t believe that 10 percent allegiance was enough, so they urged for that number to become 50 percent. Also, the republican dominant congress believed that the south’s reconstruction should give greater manhood suffrage towards blacks. Also, congress feared that now that the south had rejoined, republicans no longer would be the dominant political power in congress. Under the Presidents plan the southerners would have been allowed to rejoin congress, taking power away from northern congressman. So, to solve all of these problems congress instituted the 14th Amendment. In this Amendment ex-slaves were made citizens, states could no longer deny eligible citizens the right to vote, those who rebelled no longer could hold office, and debts incurred in aid of rebellion are void. Congress used this Amendment to deprive many southerners of political power as well as to try and reform the south socially. Also, congress planned their harsh reconstruction with the Reconstruction Act. This act split the south into 5 military districts headed by a Union general. Also, 10s of thousands of Union solders were disfranchised. Finally full manhood suffrage was part of this act. Fearing that one day the congress would be democratically controlled congress also created the 15th Amendment to give suffrage for blacks. This Amendment as well as all of the acts congress committed above were all ways in which congress attempted to socially reform the south.   Ã‚  Ã‚  Ã‚  Ã‚  The reconstruction plan for the President and the reconstruction plan for Congress resulted in the two of them becoming involved in a conflict with each other. Civil War Reconstruction :: essays research papers AP American History The President versus Congress The President and congress both had different reconstruction plans for the south. These different arguments were based on different beliefs and different self interests. The President firmly believed on a soft-on-south reconstruction plan while congress believed that the south should be economically, socially, and politically reconstructed.   Ã‚  Ã‚  Ã‚  Ã‚  Both President Lincoln and President Johnson both believed that the war was fought over the succession of the south and because the north won, the south never actually succeeded. This resulted in their reconstruction plan to be very kind to the south. They required for each southern state to have 10 percent of their voters pledge allegiance to the union. This plan allowed for the southern Black Codes. These were instituted to keep the blacks as a cotton labor force as well as an inferior race. If the south followed this plan then they would be rejoined into the union.   Ã‚  Ã‚  Ã‚  Ã‚  Congress’s reconstruction plan for the south was much more rigorous. The congress didn’t believe that 10 percent allegiance was enough, so they urged for that number to become 50 percent. Also, the republican dominant congress believed that the south’s reconstruction should give greater manhood suffrage towards blacks. Also, congress feared that now that the south had rejoined, republicans no longer would be the dominant political power in congress. Under the Presidents plan the southerners would have been allowed to rejoin congress, taking power away from northern congressman. So, to solve all of these problems congress instituted the 14th Amendment. In this Amendment ex-slaves were made citizens, states could no longer deny eligible citizens the right to vote, those who rebelled no longer could hold office, and debts incurred in aid of rebellion are void. Congress used this Amendment to deprive many southerners of political power as well as to try and reform the south socially. Also, congress planned their harsh reconstruction with the Reconstruction Act. This act split the south into 5 military districts headed by a Union general. Also, 10s of thousands of Union solders were disfranchised. Finally full manhood suffrage was part of this act. Fearing that one day the congress would be democratically controlled congress also created the 15th Amendment to give suffrage for blacks. This Amendment as well as all of the acts congress committed above were all ways in which congress attempted to socially reform the south.   Ã‚  Ã‚  Ã‚  Ã‚  The reconstruction plan for the President and the reconstruction plan for Congress resulted in the two of them becoming involved in a conflict with each other.

The strategy of The Body Shop

â€Å"Business people have got to be the instigators of change. They have the money and the power to make a difference. A company that makes a profit from society has a responsibility to return something to that society.† 1 (Roddick, 1991) This statement, by Anita Roddick OBE, founder of ‘The Body Shop', demonstrates the strong ethical dimension of the company's way of doing business. She opened her first shop in Brighton on March 26th 1976 selling 25 varieties of 100-percent natural skin and hair care products inspired by cultural knowledge from around the world. The company has expanded dramatically since its origins and now has over 1900 stores worldwide. Despite its rapid growth, the strong beliefs and values existent in 1976 remain deeply embedded within the organisational culture. Throughout this writing I will discuss these beliefs and values in the context of corporate strategy and decision-making, and demonstrate how it relates to theoretical frameworks within the corporate strategy field. I will analyse The Body Shop's strategies using these theoretical models, and compare and contrast the models themselves. The strategy of The Body Shop in comparison to other businesses within the cosmetics and toiletries industry was unconventional. Their rapid growth, achieved mainly through franchising, was primarily due to the ‘green' nature of the organisation, prioritising ethical practice over making profits. â€Å"Ever since she started The Body Shop in 1976, Roddick had made a habit of going against the tide of the industry's established business practices.† 2 (Mintzberg, Quinn, Ghoshal, 1991: 447) This quotation reinforces the notion of The Body Shop's alternative approach to strategy. Unlike other companies within the industry, they didn't make miraculous claims for their products; they allowed labels with detailed lists of the ingredients and properties of products to tell customers about each good. This links in with the fact that a major component of The Body Shop's strategy was that they never engaged in any advertising. Throughout history and in contemporary advertising, organisations within the health and beauty sector have constantly bombarded the public with claims and promises associated with their products through the use of adverts and promotions. â€Å"The cosmetics industry makes its money through packaging and advertising, which together are 85 per cent of its costs.† 3 (Mintzberg, Quinn, Ghoshal, 1991: 453) This is a cost that The Body Shop's strategy enabled them to avoid. The business was started with just a $6000 bank loan, and so it wasn't possible to engage in expensive advertising campaigns, moreover, it was against the values of the organisation, who preferred to rely on word-of-mouth and publicity to secure sales. It is said that the initial success of the first store was a lot to do with the curiosity and publicity acquired through a local newspaper article illustrating the fact that it was called â€Å"The Body Shop† and was located close to a funeral parlour. Their strategy exploits the fact that they are a socially responsible organisation, meaning that customers buy their products knowing that nothing has been artificially manufactured and are produced with 100 percent natural ingredients. This unique selling point, together with their prominent beliefs and values, has the affect of providing The Body Shop with a competitive advantage over other firms in the industry. This will be developed in more depth later in the writing. The Body Shop's strong social message is reflected in every aspect of their mission statement. From dedicating the business to the pursuit of social and environmental change, to meaningfully contributing to local, national and international communities in which they trade.4 â€Å"The company is significantly involved in local communities and is prepared to get political and talk about big issues in countries where it does business. No company in the world campaigns at the level we do, or turns their shops into action stations, or challenges the role of business like we do.† 5 (Roddick, 2002) Throughout history The Body Shop has rapidly expanded geographically as well as in terms of their sales and product portfolio, however, in the late 1990s their performance began to suffer. As a result, February 2000 saw fundamental changes to the organisation and management, including substantial changes to the board of directors, and the outsourcing of manufacturing to a company named ‘Creative Outsourcing Solutions International Limited'. Anita and Gordon Roddick became non-executive directors and there were five new appointments to the board, including a new CEO. Despite these changes The Body Shop's performance failed to be rejuvenated, which forced them into more drastic changes. â€Å"In the most recent annual report, Peter Saunders (CEO) commented that the group's objective now was to apply a strategy to drive performance across the global business†¦The single most important priority, he added, was to improve comparable sales performance across stores through effective new product launches.† 6 (‘Mintel', 2003: 137) These new objectives seem to have the effect of diluting the self-proclaimed visions and primary concerns of The Body Shop. It could be said that the current management have somewhat contradicted Anita Roddick's earlier philosophies. â€Å"Too many businesses have gotten distracted with management structures and†¦making money.† 7 (Roddick, 1991) One of the main underlying reasons why they have encountered their current problems is because many companies within the health and beauty industry have noted the success of The Body Shop and are responding to the ever-increasing ‘green consumer' themselves through the release of their own versions of ‘all-natural' products. Examples being ‘Està ¯Ã‚ ¿Ã‚ ½e Lauder Origins', ‘Revlon New Age Naturals', and ‘Clairol Herbal Essences'. Competition erodes profit, and, as a result of the increase in competition, The Body Shop have lost their competitive advantage of being able to supply what others cannot. The strategies of The Body Shop can be analysed using several theoretical models from within the strategy discipline. Situation analysis can be used to determine what advantages BS have, or have had, over their competitors, and can illustrate how The Body Shop was so successful for many years. This theory, termed by Mintzberg as the ‘Design School', was based upon work by Professor Kenneth Andrews and addresses, amongst others, the view that: â€Å"Strategy is concerned with identifying opportunities in the enterprise's external environment which it is better qualified to exploit than its competitors.† 8 (Lilley, 2003) The current situation of The Body Shop was analysed by Mintel and appears in their February 2003 publication on health and beauty retailing in the UK. STRENGTHS * Strong worldwide coverage helps to spread corporate risk. * Well known and well respected global brand. * Franchising has enabled the company to grow at lower cost and lower risk. * Still has strong ethical and environmental credentials. WEAKNESSES * Mature business, with declining like-for-like sales. * Appears to lack the inspiration to re-invent itself. * Vulnerable to imitators. * Franchising reduces level of corporate control. * Rapidly rising rental costs in the UK. * Limited growth opportunities in terms of new geographical regions. OPPORTUNITIES * Still potential to enter new markets in Europe especially Central/Eastern Europe and other parts of the world. * Implementation of strategy to control costs and working capital in order to improve profitability and cash generation. * Development of more pharmacy concessions in Ireland and possibly other markets. * Further development of e-commerce and other non-store channels. THREATS * Strong competition from other innovative and environmentally friendly health and beauty retailers. * Great competition from discounters and grocers' health and beauty offer. * Recent new product launches have yet to produce a positive impact on sales densities. * Continued lack of like-for-like sales growth threatens profitability and the group's scope to expand physically. ‘Figure 1': SWOT Analysis of The Body Shop International Plc. 9 (Mintel, 2003: 144) The above analysis was compiled after The Body Shop's decline in performance – it is clear that all the threats from the external environment are modern occurrences that wouldn't have been an issue during their period of rapid growth in the 1980s. Throughout this time they effectively maintained a portfolio of differentiated products and, perhaps more prominently, a unique and differentiated brand image, which enabled The Body Shop to compete and be successful. â€Å"Product differentiation means that established firms have brand identification and customer loyalties, which stem from product differences, or simply being first into the industry.† 10 (Porter, 1980: 9) The environmentally friendly and ethical practices that The Body Shop claim they dedicate their business to could be described as their core competence within the industry. Even to this date Anita Roddick and the organisation actively campaign in issues such as animal testing, human rights, and protecting our planet. No other business within the health and beauty industry is as heavily associated with ethical and environmental practices as The Body Shop. The core competence of an organisation characterises its whole range, take for example, Sony's ability to miniaturise electronics or Aston Martin's competence in producing flawless motorcars. It is clear to see that The Body Shop's core competence is not only reflected throughout their product range, but is evident throughout all their business activities, from their minimal use of product packaging, to the layout of stores. â€Å"Core competencies and market-led strategy are nowadays the only pathways toward success.† 11 (Sophocleous, 2003) The strategy that The Body Shop employed can be analysed with another useful framework in the field of strategy, namely â€Å"The Five Competitive Forces that Determine Industry Profitability† by Michael E. Porter. This cannot be applied directly to The Body Shop, but can be used to analyse the external environment in which they operated in the past, and how it changed in the late 90s. ‘Figure 2†²: Forces driving industry competition. 12 (Porter, 1980: 4) The main principle behind this model is that the profitability of an organisation is determined by the collective strength of the five forces; in other words, the industry structure directly affects industry profitability. The Body Shop initially operated within a niche market where there were no real competitors offering the same products nor backing the same principles that they were. The threat of substitutes was minimal because if customers wanted all-natural products they would almost certainly have had to buy them from The Body Shop. In relation to the threat of new entrants, initially there was nothing stopping rival firms from competing within the all-natural cosmetics and toiletries sector, however, no other companies actively engaged in the ethical and environmental practices to the extent that The Body Shop did. The barriers to market entry increased in relation to the amount of stores opened by The Body Shop, and during their period of rapid growth, their power within the niche market could have been regarded almost as monopolistic. However, customers who preferred to buy all-natural products but didn't regard it as being entirely necessary could easily have turned to other companies' products within the wider industry, that didn't exercise such dominant views on ethical and environmental issues. The low threat of ‘all-natural' substitution that existed in the earlier stages of The Body Shop, coupled with the fact that the arrival of new entrants was particularly low, provided them with the opportunity to control the prices they charged for their products. The argument becomes more complex when trying to categorise The Body Shop into a particular market. They could be regarded as operating completely within their own sector, but can also be viewed as just another cosmetics company with the advantage of having a differentiated product range and image. â€Å"Differentiation, if achieved, is a viable strategy for earning above-average returns in an industry because it creates a defensible position for coping with the five competitive forces.† 13 (Porter, 1980: 38) To justify this quotation in relation to The Body Shop we must consider them to be in the wider cosmetics industry, which has a high level of competitors. Their differentiation led to customers' increased loyalty in The Body Shop brand, which resulted in a lower sensitivity in price. This had the effect of protecting the company from competition and rivalry. However, as time progressed, other companies intentionally sought to compete directly in the field of environmentally friendly products. The Body Shop was able to gain an advantage over competitors by not utilising traditional distribution channels – for many years they only sold their products through their own shops. This reduced the threat of new direct competition from other companies, as the level of investment required by a new entrant would be extortionate considering they would have to open an abundance of specialist shops. However, to overcome these problems the new competitors emerged using traditional distribution channels, such as through supermarkets and department stores. â€Å"The strength of the five forces varies from industry to industry, and can change as an industry evolves.† 14 (Porter, 1985: 4) The above statement from Porter's work in 1985 is related to the case of the cosmetics and toiletries industry in that the emergence of greater competition in the 90s meant that the strength of the competitive rivalry aspect of the five forces within the industry increased. In addition, customers now have the ability to simply pick and choose alternative brands' all-natural products in confidence – an increase in the threat of substitution. Through the use of Porter's five forces model we can see that the changes in the strength of the forces within the cosmetics and toiletries market have accounted for the recent decline in performance of The Body Shop. In the early days of the company, the threat of like-for-like substitutes and the associated power of customers were relatively low in comparison to the modern day situation. Competitors have increasingly matched the core competences of The Body Shop, and, as a result, the significant competitive advantage that they once had has been reduced. â€Å"Competition in an industry goes well beyond the established players. Customers, suppliers, substitutes, and all potential entrants are all ‘competitors' to firms in an industry.† 15 (Porter, 1980: 6) This quotation by Porter reveals that the five forces model has limitations with regard to The Body Shop case. The Body Shop do not regard their suppliers as competitors; in fact they want to actually financially support their suppliers. This is evident from their mission statement in their aim of balancing the financial and human needs of their suppliers. These more esoteric aspects of The Body Shop's strategy, termed by Anita Roddick as them doing ‘business as unusual', highlights another main drawback of the five forces model, in that it is geared around profit being the primary concern of an organisation and doesn't provide any flexibility or scope for change. The Body Shop's early successes can be partly attributed to the strong customer base they secured due to the general movement in society towards being more environmentally and ethically aware. The framework doesn't deal effectively with this idea of customer preference or changes in trends, nor does it cope with the notion that customers were gained through the fact that they appreciated, and could relate to, the values and beliefs of The Body Shop and their efforts to pursue social and environmental change, and not just because of factors relating to price. On the other hand, the SWOT analysis model is useful for clearly displaying the advantages of an organisation in relation to the market within which it operates, together with the negative aspects of the internal organisation and external environment. As with all theories, however, there are a number of limitations associated with it. All of a business's strengths do not necessarily directly contribute towards providing a competitive advantage, SWOT analysis also has the tendency to take a single dimension of a firm's strategy over-emphasise it. It is difficult to prove which strengths are likely to provide the most benefit to an organisation, and also determine which opportunity should be given more attention to shape the overall strategy of the business in question. The findings of SWOT analysis are greatly shaped by the opinions and perceptions of managers or analysts, meaning that they can be regarded as subjective in nature as opposed to the, perhaps initial appearance of being objective and rationally constructed. â€Å"What we are dealing with here is not the organisation or environment ‘in itself', rather we are attempting to extract and combine the perceptions of these entities that exist in the minds of managers.† 16 (Lilley, 2003) In conclusion, after analysing the strategy of The Body Shop using frameworks from the strategy discipline, it is apparent that SWOT analysis deals well with the unique aspects of The Body Shop's strategy. Although the analysis of The Body Shop's situation is greatly dependent upon personal judgement, their strengths shown in figure 1 give an accurate account of the 25-year success story, which was primarily based upon The Body Shop's core competence in displaying continuous proactive dedication towards ethical and environmentally friendly practices, together with their prime high street and inner-city shop locations, and famous and respected global brand. The reasons for their decline in performance during the late 90s are clearly displayed in the ‘threats' category of the analysis, prominently highlighting the emergence of increased competition from other companies operating within the health and beauty industry, who are reaching consumers through traditional distribution channels and via supermarkets. Michael Porter's model of the five competitive forces is valuable in that it offers a simple, structured analysis of the industry, but is limited in the sense that it's unable to satisfactorily consider the dynamics of markets, for example, the movement of consumer preferences towards environmentally friendly products. It can provide a helpful starting point for further analysis, but simplified versions alone can prove inadequate. It provides an account of how conventional, profit-maximising firms are affected by the structure and occurrences of the external environment, and how those firms can work towards shaping and exploiting the environment to their advantages, but fails to comprehensively account for the successes of unorthodox firms like The Body Shop, who do not, at least in their own claims, follow the usual route of or towards profit maximisation.

The Tell Tale Heart By Edgar Allen Poe Essay - 2597 Words

Edgar Allen Poe is one of the best short stories writers and known for his insane crimes and gruesome murders. How he portrays the murderer is his art and how he makes the readers feel is his talent. Often in his short stories he used common themes, but the plots are different. In comparing three of Poe’s short stories â€Å"The Tell-Tale Heart†, â€Å"Hop Frog† and â€Å"The Cask of the Amontillado† a reader can see common themes such as love and hate, revenge and insanity. In Poe’s story, â€Å"The Tell Tale Heart†, he uses one narrator to tell the details of a man who murders a person he knows, â€Å"the old man†. He is has no reason to kill this person except of his pale blue eye with a film over it, describing it as an evil â€Å"vulture† eye that disturbed him deeply. The storyteller tries to convince the readers that he has suffered from an illness, but he cannot be insane, and claims that he loved the old man and didn’t want anything else from him. There’s a constant reminder this is not a killing from a mad man, but from a sane person who takes very good calculations and precise timing to murder. He stalks the older man for 7 days and on the eighth day, at midnight, the manic murderer couldn’t take it any longer and had to kill the old man and claimed hearing the beating of old man’ On that night, the murderer opens the door and sees the old man sitting up, eyes wide open which angered him. He rushes into the room, and throws the bed covers over the older man face and suffocated him. AfterShow MoreRelatedThe Tell Tale Heart By Edgar Allen Poe1427 Words   |  6 PagesMeghan Amorim ENWR 106:29 Professor Ghoshal 27 September 2015 The Tell Tale Heart In â€Å"The Tell Tale Heart†, by Edgar Allen Poe, the reader is presented with the short story of a madman who narrates his murder of an old man because, â€Å"he had the eye of a vulture --a pale blue eye, with a film over it† (Poe 105). The narrator has thought thoroughly about his plan to murder this old man, and the murderer then stashes his body underneath the floorboards. Eventually, his guilt overcomes him and he startsRead MoreThe Tell Tale Heart By Edgar Allen Poe993 Words   |  4 PagesIn â€Å"The Tell-Tale Heart† by Edgar Allen Poe, it is classified as a short story with horror fiction as the genre. This was written in three different types of fear during the Romanticism period. In this short story the encounter is filtered through the eyes of the unnamed dynamic narrator. The narrator consumes upon the old man’s eye and determines to perform a conscious act of murder. Fear is defined as a horrid feeling that is caused by a belief that a person or something is unsafe, most likelyRead MoreThe Tell Tale Heart By Edgar Allen Poe1103 Words   |  5 PagesThe Tell-Tale Heart I am doing my essay on â€Å"The Tell-Tale Heart† by Edgar Allen Poe. I am going to tell you about the author and what he is greatly known for, next I will summarize the story and tell you the main themes and parts of the story that really play a big role in the story, then I will describe all the symbolisms in the story, and last I will prove that the deed drove the narrator insane more than he was already. The author of â€Å"The Tell-Tale Heart† is Edgar Allen Poe. Poe was born onRead MoreThe Tell Tale Heart By Edgar Allen Poe1851 Words   |  8 Pagesdisease had sharpened my senses--not destroyed--not dulled them. Above all was the sense of hearing acute. I heard all things in heaven and in the Earth. I heard many things in hell. How, then, am I mad?† (Page 1, Poe). In the short story, â€Å"The Tell-Tale Heart,† author Edgar Allen Poe explores insanity; and provides a study of paranoia and mental deterioration through an unreliable narrator. Throughout this macabre, sinister, narrative short story, the narrator attempts to convince readers of hisRead MoreThe Tell Tale Heart By Edgar Allen Poe981 Words   |  4 PagesThe Tell-Tale Heart In the first-person short story â€Å"The Tell-Tale Heart† by Edgar Allen Poe Men have guilty intentions. A man can have a heart and do something harmful and have guilty intentions afterwards. It has a lot to do with how a person is feeling on the inside to actually determine their intentions. The Tale-Tell Heart follows an unnamed narrator who insists on his sanity after murdering an old man with a vulture eye. From the complex of all of Poe s short stories, The Tell-TaleRead MoreThe Tell Tale Heart By Edgar Allen Poe1703 Words   |  7 PagesIn â€Å"The Tell Tale Heart†, by Edgar Allen Poe, the narrator both experiences guilt from killing the old man in which he cared for and also the constant plea of proving his sanity. The narrator one day decides that he should kill the old man in which he cares for, due to the fact that he had an evil eye. Though insane and bizarre, the narrator thinks that he is not crazy; he just has heightened senses that allow him to hear things that no human could ever hear. The telling of the story from whateverRead MoreThe Tell Tale Heart By Edgar Allen Poe921 Words   |  4 Pagesâ€Å"The Tell Tale Heart† is a famous short story written by Edgar Allen Poe. The story was first published in 1843. This story is about an unnamed man who kills an elderly man due to his â€Å"vulture eye†. The man serves as the narrator in this story and describes to readers in detail as he carefully stalks the man, kills him and hides his body under his floorboards after he cuts him up. Eventually, the narrator’s guilt eats him alive to the point that he confesses his crime to three visiting policemenRead MoreThe Tell Tale Heart By Edgar Allen Poe Essay1452 Words   |  6 Pagesâ€Å"The Tell-Tale Heart† Analysis and Opinion Edgar Allen Poe, born January 19, 1809 in Boston Massachusetts, is famously known for his tales and poems of horror and mystery that evoked the interest of readers worldwide, and still do to this day. Some background about Poe is that his father, David Poe Jr., left his family early in Poe’s life, and his mother, Elizabeth Arnold Poe, died when Poe was just three years old due to tuberculosis. He had to be separated from his sister, Rosalie, and his brotherRead MoreThe Tell Tale Heart By Edgar Allen Poe934 Words   |  4 Pagesthe head and the arms and the legs†, said the madman (39). In Edgar Allen Poe’s short story, â€Å"The Tell-Tale Heart†, the themes are vital for readers to identify with the madman’s reasoning of every single action he executes. Such events as in the first sentence would be difficult, if not impossible, to grasp without the knowledge of any themes. While some individuals may feel that themes are merely add-on elements in similar tales, this analysis will establish quite the contrary. The themes areRead MoreAnalysis Of The Tell Tale Heart By Edgar Allen Poe1320 Words   |  6 PagesRory Spillane Mr. Bruno English IV period 8 1.29.15 Analysis of the Tell-Tale Heart Edgar Allen Poe was born on January 19th, 1809 in Boston, Massachusetts. He went on to become one of the most famous American poets and authors in history. The subjects of his poems and stories were often morbid in nature, many of them having to do with death and murder. Unfortunately, the dark tone of his work reflected the darkness of his life, which was marked with notable instances of tragedy, such as the