Operant and Classical Conditioning in Advertising

Operant and Classical Conditioning in Advertising Buyer behaviour and marketing communications Classical Conditioning Theory Operant learning theory can be compared to classical conditioning learning theory, as both are methods through which behaviour can be modified. The key difference is that operant learning is based on modifying the consequences of behaviour, whilst classical conditioning is based on the use of stimuli to modify behaviour. This can most clearly be seen by reference to Pavlov’s (1927) and Skinner’s (1957) experiments. Pavlov’s (1927) experiments involved training dogs to associate the sound of a bell with being fed. As such, the dogs learnt to salivate when they heard a bell, in anticipation of food, in spite of not controlling when the food was delivered. This demonstrates classical conditioning learning. In contrast, Skinner’s (1957) experiments involved placing rats in separate boxes each of which contained a bar. When the rat pressed the bar, a consequence would occur. Some rats were fed when they pressed their bar, whilst others suffered an electric shoc k. Other rats were given an electric shock until they pressed the bar, when the shock went away. Over time, the rats learnt to moderate their behaviour, either to obtain the benefits or to avoid the harmful effects. This is an example of operant learning (Domjan, 2003). As a result of the interactive nature of operant learning, advertising has traditionally been based on classical conditioning, with campaigns generally intended to drive dynamic learning within consumers, thus moderating their behaviour to associate a product with a certain type of reward. Ackerberg (2003) claims that this reward can be either some form of tangible benefits; or it can be based on â€Å"image†, â€Å"brand† or â€Å"prestige† benefits. However, Ackerberg’s (2003) research indicated that traditional advertising does not always tend to affect consumer behaviour, instead simply acting to inform consumers and enable them to choose products which fit their self image. This is reinforced by Osselaer and Alba (2000) who argue that using the advertising process to attempt to enhance brand equity can often result in a decrease in customer perception of the attributes used to judge product quality. This is particularly the case when a company already has an existing reputation based on product quality, indicating that consumers are more likely to trust the operant conditioning they have developed from using products, rather than the perception of said products. However, the recent rise of interactive media such as e-mail and the internet offer companies the chance to include more operant conditioning principles in the advertising and promotional campaigns, by allowing customers to interact with products through virtual multimedia environments. This effectively allows companies to achieve a balance between indirect advertising and direct, but expensive and narrowly focused, product trials, whilst maintaining a wide reach. Indeed, research by Daugherty et al (2008) has shown that when comparing the direct, indirect, and virtual marketing methods, the virtual methodology can have the greatest impact on brand attitudes, particularly when it is followed up by exposure to advertising or a direct trial. This indicates that virtual advertising allows companies to obtain the best of both worlds, aiding in the indirect, classical conditioning, approach and the direct, operant learning, approach (Daugherty et al, 2008). As such, the evidence tends to suggest that both operant and classical learning can be used in the creation of advertising campaigns. However, evidence from Pawlowski et al (1998) shows that existing conditioning and learning will also play an important role in perceptions of advertising, and the ability of campaigns to affect consumer behaviour. This was demonstrated by Pawlowski et al’s experiments with children in the American second, fourth, and sixth grades, who were shown four advertisements. The older children were better able to interpret the metaphors from the advertisements, as well as the brand names and specific advertising copy. However, in spite of the increased levels of understanding with age, there was little evidence that the advertising messages improved the perceptions of the advertised products. This not only indicates that people’s experience and development will affect their interpretation of advertising, but also that it is important to ensure that advertising is correctly pitched in order to reinforce or ‘punish’ existing perceptions to boost the operant condition ing effect. Some evidences as to how this can be achieved can be found in the work of Ottemann and Lethans (1975), who argued that operant learning theory and behavioural modification principles could be used to affect the organisational behaviour of major organisations. Their work was based on the use of organisational behaviour modification programs, and their effects on the performance of first line supervisors who had been trained to manage their behaviour on a contingent basis. The results of said study revealed that supervisors who had been trained to moderate their behaviour, according to the operant conditions, achieved consistently superior performance levels when compared to their peers who had experienced no such training (Ottemann and Luthans, 1975). This could be argued to indicate that operant learning theory is always of use in moderating behaviour, and that this usefulness tends to be increased as the relevance of the stimulus in increased. Within advertising, Till and Priluck (2000) refer to the relevance of a stimulus, and also to stimulus generalisation, which refers to â€Å"the extent to which a response conditioned to one stimulus transfers to similar stimuli†. Indeed, in the context of using conditioning and learning for advertising campaigns, stimulus generalisation is vital for factors such as brand extension and brand imitation. This argument is supported by two studies carried out by Till and Priluck (2000), which show that once an advertising or promotion campaign has conditioned customer attitudes towards a particular brand, they can then transfer said attitudes to a product in a similar category, or with a similar name. However, the results of the studies also suggested that this may only be a temporary effect, and that customers will ultimately also need to be conditioned to the new product or category (Till and Priluck, 2000). In addition, Kim et al (1998) argue that existing attitudes and the nat ure of an operant learning approach can affect the extent to which these attitudes can be transferred, as well as the formation of new attitudes and product beliefs. This continues to indicate that both operant learning and classical conditioning will run into problems if they attempt to run against existing environmental conditioning which exists in consumers. However, Grossman and Till (1998) carried out two experiments which tended to indicate that classical conditioning learning can be used to overcome existing environmental conditioning through advertising, although this was found to be a long term effect. This finding is based on the use of classical conditioning procedures which matched favourable images and representations to a brand of mouthwash. The first experiment was based on simple exposure, the impact of which was then measured immediately after the experiment; and again after one week and three weeks had elapsed. The second study used the same methods and procedures, but in a more controlled environment and over a longer period of time. This showed that not only do classical conditioning adverts tend to be enduring in the minds of consumers, but also that they can gradually alter existing perceptions over time (Grossman and Till, 1998). Similar results were shown by Herr and Fazio (1991), however their research also examined the use of both attributional and cognitive, verbal learning techniques in order to maximise the conditioning affects. Such repeated and varied positioning of the brand as being favourably evaluated was shown to be more effective than simply using a single technique (Herr and Fazio, 1991). Another area in which both classical and operant learning and conditioning can be used in advertising is in the use of celebrities as conditioned stimuli to help with the associative learning process. Recent work by Till et al (2008) has established that the use of celebrities in advertising can actually have an active, operant conditioning, effect on conditioning, in spite of advertising being more of a classical conditioning medium. In addition to this, the operant learning effects will tend to be more effective when there is a fit between celebrity and product, and will also tend to be more enduring than peer products with no celebrity endorsement (Till et al, 2008). Similar observations have been made for the use of event or sports team sponsorship, although this has been shown to have more of a classical conditioning than an operant learning effect (Speed and Thompson, 2000). Again, the effectiveness of this approach is driven by the fit between the sponsor and event or team; as well as perceptions of the sponsor and their motivations for the sponsorship (Speed and Thompson, 2000). However, in spite of the now widespread use of classical conditioning as a method for interpreting the effects of advertising, and the less wide spread use of operant learning, there are still critics of these approaches. In particular, Allen and Madden (1985) argue that there is a need for a more precise ‘affective-conditioning hypothesis’ to be created in order to better describe the effects of advertising, and in the absence of unequivocal evidence to support classical conditioning effects. In addition, Stuart et al (1987) conducted experiments to determine exactly what classical conditioning effects could be observed within the context of advertising and consumer behaviour. These experiments demonstrated that whilst classical attitude conditioning could be observed at all four levels of stimulus pairing, environmental conditioning and latent inhibition acted to strongly retard these conditioning effects. This implies that the affect of classical conditioning approach es in advertising cannot be accurately predicted, due to the wide range of environmental and latent inhibitions which will be inherent in the majority of consumers who have already been exposed to advertising for any great length of time (Stuart et al, 1987). One example of an advertising campaign which has used classical conditioning and operant learning is the move by the supermarket chain Sainsbury’s to use celebrity chef Jamie Oliver to front a major advertising campaign, and effectively be â€Å"the TV face of Sainsburys† (Wheeler, 2003). This advertising campaign can be seen to have a strong classical conditioning effect, as it helps customers to associate the products and branding that they see in Sainsbury’s stores with a well recognised culinary expert. In addition, the use of a relevant celebrity will provide operant learning, something which has been supported by the inclusion of promotional materials such as Jamie Oliver recipe cards, which have been made available to customers. Wheeler (2003) provides evidence of the success of the operant conditioning impact of this campaign: after Oliver demonstrated how to use Sainsburys truffle butter to cook an appetising Christmas turkey, Sainsbury’s reported selling more than 50,000 jars of the product. This shows that Oliver’s recommendations, shown on TV, on recipe cards and in store, conditioned customers to associate the butter with cooking a high quality meal, thus increasing sales. However, there is also evidence that Sainsbury’s has suffered somewhat from existing environmental conditioning towards Oliver, with Walker (2005) reporting that Oliver is someone that â€Å"people either love or hate†. As such, some people will already have negative conditioning around Oliver, and this conditioning will act to inhibit any conditioning around Sainsbury’s brand and products. In addition, Oliver’s actions, such as refusing to use Sainsbury’s farmed salmon in his restaurants despite endorsing it for the company, will also impair conditioning; as people will perceive a conflict between the two stimuli (Walker, 2005). On addition, Oliver’s personal views can also condition customers against the Sainsbury’s brand, as reported by the Telegraph (2008) when Oliver â€Å"attacked Sainsburys for failing to turn up to a debate on factory farming†. Whilst the company allowed a senior director to be interviewed as part of the program, and none of the other major supermarkets sent representatives to the debate, the conditioned association between Oliver and Sainsbury’s means that the consequences of non attendance will likely be higher for Sainsbury’s, and may further impair conditioning. In addition, Sainsbury’s should look to boost its use of Oliver in more operant conditioning settings, in order to overcome these issues. For example, the supermarket could make use of the interactive nature of the internet to set up a ‘cook with Jamie’ part of the site, where customers could download recipes and watch how they are cooked. This would help them make associations between buying Sainsbury’s products and cooking appetising meals, as well as making it easier for them to cook meals once they have bought the ingredients. The campaign could also be boosted by the use of more in store activities associated with Oliver, such as holding in store tastings of products he has endorsed, or demonstrating their use in store. For example, in the week before Xmas, by holding a demonstration of how to use the truffle butter mentioned above to cook a turkey, Sainsbury’s could have benefitted from operant conditioning and learning, and further boosted its sales of the product. In conclusion, in spite of the difficulties associated with using both operant conditioning and classical conditioning in advertising and promotions, it is clear that both techniques still have significant potential applications to real life advertising campaigns. In particular, the use of the internet and association with well known celebrities allows retailers, and other businesses, to benefits from the combined effects of classical conditioning and operant learning, to further boost associations. By doing so, and ensuring that the associations are relevant and pertinent to the customers, retailers can achieve both short term success, as seen in the truffle butter example above, and long term success, as described by Grossman and Till (1998), by making long term adjustments to the environmental conditioning of their customers. References Ackerberg, D. A. (2003) Advertising, learning, and consumer choice in experience good markets: an empirical examination. International Economic Review; Vol. 44, Issue 3, p. 1007-1040. Daugherty, T. Li, H. and Biocca, F. (2008) Consumer learning and the effects of virtual experience relative to indirect and direct product experience. Psychology Marketing; Vol. 25, Issue 7, p. 568-586. Domjan, M. E. (2003) The Principles of Learning and Behaviour; Fifth Edition. Belmont, CA: Thomson / Wadsworth. Grossman, R. P. and Till, B. D. (1998) The Persistence of Classically Conditioned Brand Attitudes. Journal of Advertising; Vol. 27, Issue 1, p. 23-31. Herr, P. M. and Fazio, R. H. (1991) On the Effectiveness of Repeated Positive Expressions as an Advertising Strategy. Advances in Consumer Research; Vol. 18, Issue 1, p. 30-32. Kim, J. Jeen-Su L. and Bhargava, M. (1998) The Role of Affect in Attitude Formation: A Classical Conditioning Approach. Journal of the Academy of Marketing Science; Vol. 26, Issue 2, p. 143-152. Osselaer, S. M. J. A. and Alba, J. W. (2000) Consumer Learning and Brand Equity. Journal of Consumer Research; Vol. 27, Issue 1, p. 1-16. Ottemann, R. and Luthans, F. (1975) An Experimental Analysis Of The Effectiveness Of An Organizational Behavior Modification Program In Industry. Academy of Management Proceedings; p. 140-142. Pavlov, I. P. (1927) Conditioned Reflexes: An Investigation of the Physiological Activity of the Cerebral Cortex. London: Oxford University Press. Pawlowski, D. R. Badzinski, D. M. and Mitchell, N. (1998) Effects of Metaphors on Childrens Comprehension and Perception of Print Advertisements. Journal of Advertising; Vol. 27, Issue 2, p. 83-98. Skinner, B. F. (1957) Verbal Learning. New York: Appleton-Century-Crofts. Speed, R. and Thompson, P. (2000) Determinants of Sports Sponsorship Response. Journal of the Academy of Marketing Science; Vol. 28, Issue 2, p. 227-238. Stuart, E. W. Shimp, T. A. and Engle, R. W. (1987) Classical Conditioning of Consumer Attitudes: Four Experiments in an Advertising Context. Journal of Consumer Research; Vol. 14, Issue 3, p. 334-349. Telegraph, The (2008) Sainsburys playing chicken, says Jamie Oliver. The Daily Telegraph and Telegraph.co.uk. 8th January 2008. Accessed 20th July 2008: http://www.telegraph.co.uk/news/uknews/1574897/Sainsburys-playing-chicken,-says-Jamie-Oliver.html Till, B. D. and Priluck, R. L. (2000) Stimulus Generalization in Classical Conditioning: An Initial Investigation and Extension. Psychology Marketing; Vol. 17, Issue 1, p. 55-72. Till, B. D. Stanley, S. M. and Priluck, R. L. (2008) Classical conditioning and celebrity endorsers: An examination of belongingness and resistance to extinction. Psychology Marketing; Vol. 25, Issue 2, p. 179-196. Walker, A. (2005) Profile: Jamie Oliver. BBC News: Magazine. 30th March 2005. Accessed 20th July 2008: http://news.bbc.co.uk/1/hi/magazine/4394025.stm Wheeler, B. (2003) Sainsbury banks on fresh Oliver ads. BBC News: Business. 11th June 2003. Accessed 20th July 2008: http://news.bbc.co.uk/1/hi/business/2979646.stm

Inventory Control Essay

Read the case study below â€Å"Harvey Industries†. Provide reasoning for the current financial distress of the company and make recommendations for improvements to the new company president. Include at least one specific recommendation for both Supply Chain Management (chapter 15) and Inventory Management (chapter 13), as well as any other recommendations you deem necessary from your reading. Provide your recommendations in a 2-4 page APA style paper. Harvey Industries Background Harvey Industries, a Wisconsin company, specializes in the assembly of high-pressure washer systems and in the sale of repair parts for these systems. The products range from small portable high-pressure washers to large industrial installations for snow removal from vehicles stored outdoors during the winter months. Typical uses for high-pressure water cleaning include: AutomobilesAirplanes Building maintenanceBarns EnginesIce cream plants Lift trucksMachinery Swimming pools Industrial customers include General Motors, Ford, Chrysler, Delta Airlines, United Parcel Service, and Shell Oil Company. Although the industrial applications are a significant part of its sale, Harvey Industries is primarily an assembler of equipment for coin operated self-service car wash systems. The typical car wash is of concrete block construction with an equipment room in the center, flanked on either side by a number of bays. The cars are driven into the bays where the owner can wash and wax the car, utilizing high-pressure hot water and liquid wax. A dollar bill changer is available to provide change for the use of the equipment and the purchase of various products from dispensers. The products include towels, tire cleaner, and upholstery cleaner. In recent years Harvey Industries has been in financial difficulty. The company has lost money for three of the last four years, with the last year’s loss being $17,174 on sales of $1,238,674.  Inventory levels have been steadily increasing to their present levels of $124,324. The company employs 23 people with the management team consisting of the following key employees: president, sales manager, manufacturing manager, controller, and purchasing manager. The abbreviated organization chart reflects the reporting relationship of the key employees and the three individuals who report directly to the manufacturing manager. Current Inventory Control System The current inventory control â€Å"system† consists of orders for stock replenishment being made by the stockroom foreman, the purchasing manager, or the manufacturing manager whenever one of them notices that the inventory is low. An order for replenishment of inventory is also placed whenever someone (either a customer or an employee in the assembly area) wants an item and it is not in stock. Some inventory is needed for the assembly of the high-pressure equipment for the car wash and industrial applications. There are current and accurate bills of material for these assemblies. The material needs to support the assembly schedule are generally known well in advance of the build schedule. The majority of inventory transactions are for repair parts and for supplies used by the car washes, such as paper towels, detergent, and wax concentrate. Because of the constant and rugged use of the car wash equipment, there is a steady demand for the various repair parts. The stockroom is well organized, with parts stored in locations according to each vendor. The number of vendors is relatively limited, with each vendor generally supplying many different parts. For example, the repair parts from Allen Bradley, a manufacturer of electrical motors, are stocked in the same location. These repair parts will be used to provide service for the many electrical motors that are part of the high-pressure pump and motor assembly used by all of the car washes. Because of the heavy sales volume of repair parts, there are generally two employees working in the stockroom- a stockroom foreman who reports to the manufacturing manager and an assistant to the foreman. One of these two employees will handle customer orders. Many customers stop by and order the parts and supplies they need. Telephone orders are also received and are shipped by United Parcel Service the same day. The assembly area has some inventory stored on the shop floor. This inventory consists of low-value  items that are used every day, such as nuts, bolts, screws, and washers. These purchased items do not amount to very much dollar volume throughout the year. Unfortunately, oftentimes the assembly area is out of one of these basic items and this causes a significant amount of downtime for the assembly lines. Paperwork is kept to a minimum. A sales slip listing the part numbers and quantities sold to a customer is generally made out for each sale. If the assembly department needs items that are not stocked on the assembly floor, someone from that department will enter the stockroom and withdraw the necessary material. There is no paperwork made out for the items needed on the assembly floor. There were 973 different part numbers purchased for stock last year and those purchases amounted to $314,673. An analysis of inventory records shows that $220,684 was spent on just 179 of the part numbers. Fortunately for Harvey Industries, most of the items they purchase are stocked by either the manufacturer or by a wholesaler. When it is discovered that the company is out of stock on an item, it generally takes only two or three days to replenish the stock. Due to the company’s recent losses, its auditing firm became concerned about the company’s ability to continue in business. Recently the company sold off excess vacant land adjoining its manufacturing facility to generate cash to meet its financial obligations. New President Because of the recent death of the owner, the trust department of a Milwaukee Bank (as trustee for the estate) has taken over the company’s affairs and has appointed a new company president. The new president has identified many problem areas- one of which is improper inventory control. He has retained you as a consultant to make specific recommendations concerning a revised inventory control system. What are your recommendations and rationale? Harvey Industries is a Wisconsin company that specializes in the assembly of high-pressure washer systems and in the sale of repair parts for these systems. With the recent death of the owner, the trust department of a Milwaukee Bank, the trusty for the estate, has taken over the company’s affairs and has appointed a new company president who has identified many problem areas such as improper inventory control and has asked me as a consultant to make specific recommendations concerning a revised inventory  control system. After reviewing the company’s current inventory control I would recommend that it would be very important for them to establish good communication with the supply chain because they need to know what the demand would be for each of the parts so that they can forecast the needs so that they can plan ahead and order the necessary materials and supplies do that they do not have to wait three days for the messing parts. Currently the inventory control â€Å"system† consists of orders for stock replenishment being made by the stockroom foreman, the purchasing manager, or the manufacturing manager whenever one of them notices that the inventory is low. An order for replenishment of inventory is also placed whenever someone (either a customer or an employee in the assembly area) wants an item and it is not in stock. I would recommend changing this system, they need to establish the number of parts that would be needed in a weekly basis and replenish as the item is used so that they do not run out of the necessary parts and supplies. The company currently employs 23 people with the management team consisting of the following key employees: president, sales manager, manufacturing manager, controller, and purchasing manager. The abbreviated organization chart reflects the reporting relationship of the key employees and the three individuals who report directly to the manufacturing manager. I would recommend having different departments manufacturing, sales department for repair parts and sales department for supplies. All three departments need to be in communication with the purchasing manager that will need to be informed in order to make all the necessary purchases to maintain an appropriate inventory for all three departments. This will help save the company some money on payroll. I would also recommend that the inventory for the manufacturing department be kept in the warehouse as well as the other items that way there can be more control on the parts that go out so that they can be promptly replenish. Currently the stockroom is well organized, with parts stored in locations according to each vendor. The number of vendors is relatively limited, with each vendor generally supplying many different parts. However they could also separate the parts and supplies per department so that it would be easier to find and less man power would be needed creating a saving in payroll and payroll taxes. References Stevenson, W.J. (2011). Operations management (11th Ed.). New York, NY: McGraw Hill/Irwin

African-Americans in Astronomy and Space

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Held Captive by Indians in The Unredeemed Captive by John...

The Unredeemed Captive published by Vintage on March 28, 1995. The Unredeemed Captive - A Family Story by John Demos was about Eunice Williams’ being held captive by the resident Indians and the fight her family endured in order to go home. Eunice was captured together with her family along with hundreds of other residents in and around Deerfield. Demos, seems very knowledgeable of the Deerfield raid. He also uses impeccable detail on the captives’ march to Canada. Demos, also does a great job of depicting the experience of being a captive. It also helped to understand the story better when Demos explained further why the Indians were victorious in capturing the villagers. As well, he described the Kahnawake Indian village where Eunice†¦show more content†¦There were rumors accumulating but by 1704 there were so many over a long period of time that everybody just ignored but still took precaution. Since they had been alerted to the possibility of a raid, they a ll took refuge within the palisade, and a guard was posted. The raid occurred in winter which was atypical. There was a couple feet of snow on the ground. The Indians would have to walk nearly 300 miles to get to Deerfield and return back with captives. The raiders swept into the village, and began attacking individual houses. Reverend Williams house was among the first to be raided; Williams life was spared when his gunshot misfired, and he was taken prisoner. Two of his children and a servant were slain; the rest of his family and his other servant were also taken prisoner. Similar scenarios occurred in many of the other houses. The residents of Benoni Stebbins house, which was not among the ones attacked early, resisted the raiders attacks, which lasted until well after daylight. A second house, near the northwestern corner of the palisade, was also successfully defended. The raiders moved through the village, herding their prisoners to an area just north of the town, rifling hou ses for items of value, and setting a number of them on fire. The captives were rounded up and marched to Canada. The word â€Å"raid† does not sum up to the events that took place in Deerfield. In this interpretation of the â€Å"true† story of Eunice Williams, itShow MoreRelatedEssay on Overview of John Demoss Unredeemed Captive1397 Words   |  6 PagesThe Unredeemed Captive tells a story of struggles a family went through to stay true to one another. Eunice Williams’ was taken captive and family went through many obstacles to try and get her home. Both Eunice and her family were captured together along with many other town residents in the Deerfield Massacre of 1704. Demos precisely described the Deerfield raid along with the process of traveling to Canada. Throughout the book, Demos also covered some individual captive experiences and eventsRead MoreThe Great Journey Through History in John Demos’s The Unredeemed889 Words   |  3 PagesStanding a t the boundary between narrative writing and historical review, John Demos’s The Unredeemed Captive is a paragon of history writing that is simultaneously informative and intriguing. Through his entertaining text and thorough analysis, the readers may find themselves as captivated by the story as the Deerfield captives were by the Native Americans. Although often criticized for his style, Demos has produced an evolutionary way to encapsulate facts through descriptive writing. ProvidingRead MoreThe Discovery Of The Mohawk Indians On The Deerfield, Massachusetts s Community1316 Words   |  6 Pagesthe Mohawk Indians on the Deerfield, Massachusetts’s community. This sets the stage for the events that follow in the novel Unredeemed Captive by the Yale historian named John Demos. The Mohawk Indians captured and killed many individuals as well as families, and then proceeded to send them on a two-month long journey from Massachusetts to Canada. The journey claimed the l ives of many as a result of the harsh winter’s traveling conditions. The Mohawk’s would kill some of the captives out of mercy

Mt everst Free Essays

Have you ever thought about climbing Mt. Everest? Well, Sir Edman Hillary and Tenzing Norgay were the first people who did. The simarities and differances of â€Å"View from the Summit† by Sir Edman Hillary and the â€Å"The Dream comes True† by Tenzing Norgay are similiar about the events to the top of Mt. We will write a custom essay sample on Mt everst or any similar topic only for you Order Now Everest, but they’re also different in their backgrounds and emotions. They are similiar because they both made it to the top of Everest at 1 1 :30 am. A example is Hillary said, â€Å"At 1 1 :30 am May 29th they reached the top. † Tenzing also said the same thing. They’re also similiar because they both had flags at the top of the summit. A example would be Hillary took a picture of Tenzing with the flags at the top. Another example is Tenzing held the United Nation flag the highest under British, Nepals, and Indians below his picture. Finially, they’re similiar in the hard challenge they took on before the summit. A example is that Hillary said, â€Å"The ice cornice would be a challenge. † A second example would be Tenzing said, â€Å"The last chalenge was a struggle. † The two stories are different in their backgrounds. Examples of this is Hillary was a famous climber from Britain while, Norgay was a local guide from Nepal. They were also different in their styles of writing. Hillary wrote more about facts. Fro example 1 5-27’C. Thenzings has more emotional opinions. Finally, they were also different on how they performed the prestiage of Everest. A example is Hillary said, â€Å"l didn’t need Tenzings help. † Although, Tenzing said â€Å"Hillary did need my help. † Those are only Just a few similarities they had in their climb to the top of Mt. Everest. They’re similiar in the time they reched the top, the flags, and the challenge before the summit. They’re different in their backgrounds, styles of writing, and how they performed. Do you still think you would want to climb Mt. Everest or not? How to cite Mt everst, Papers

Compacing Facing it and Dulce et Decorum free essay sample

â€Å"Facing it† by Yusef Komunyakaa and â€Å"Dulce et Decorum Est† by Wilfred Owen, are two powerful poems with the graphical life like images on the reality of war. It is apparent that the authors was a soldier who experienced some of the most gruesome images of World War I. In â€Å"Ducle et Decorum Est† Owen tells us about a personal experience in which he survived a chemical warfare attack. Although he survives, some of his fellow troops do not. As in â€Å"Facing It† Komunyakaa is also a soldier who has survived a war. Komunyakaa response to his war experience is deeply shaped by his visit to Lin’s memorial. Inspired by the monument, Komunyakaa confronts his conflicted feelings about Vietnam, its legacy, and even more broadly, the part race plays in America. Both author used imagery and symbolism as they wrote these poems. Owens describes the soldiers as being crippled, mentally and physically overcome by the weight of their experiences in the war. He compares the young men to â€Å"old beggars under sacks†, saying that war turns young men with a full life ahead of them, and optimistic views into beggars that have given up on life and believe that life is never going to get any better (lines 1 and 2). The imagery that he uses allows us to see how gruesome the war really was, and how it was not just something that was glorious and honorable. In the second stanza Owens continues to use similes to show imagery, while ecstasy usually means, an excessive amount of happiness, here it is used to describe how young me are shocked into trying to run for their lives from â€Å"Gas! (line1). As where Komunyakaa describes himself as a black person that hides in the darkness of that granite (line 1 and 2). Komuyakaa stands at the memorial realizing that is more that it appears; it is not just cold stone, but something he identifies with on a more deep and profound level. It is this deeper meaning that inspires his emotional response in lines 3-5. These Loading Manning Page 3 lines show both his past emotional struggle as well as his present one. For Komuyakaa, this memorial does not awaken in him new emotions but old reoccurring ones; ones which he fights to contain with little success, although he came to the memorial with the knowledge that he would find it a highly emotional experience. He struggles to internalize his emotions, telling himself he is stone, like the granite memorial, a strong and steady reminder of the past, but he fails as he realizes the difference between him and the memorial: he is a living human being. He shares the darkness, the blackness, with the granite memorial, yet he can feel the full impact of this connection whereas a granite memorial cannot itself feel the pain that it directly represents. The overall moral of the poems is fairly up front for the reader. It is that war is not how stories make it sound, it is not honorable and fun and glorious, it is gruesome, deadly, and changes the lives of many young men and women who still had a lot of life and innocence left in front of them, and now all they will have are the memories of death and their friends dying in front of them. As Komuyakaa face becomes clear it now serves as a direct reminder of the emotional impact of his surroundings upon him, through mirroring his own face and also by simultaneously illuminating his surroundings and his silhouetted existence within these surroundings, reminding him that he stands within the Vietnam Memorial. This effect is described within the (lines 8-13) His constant turning and moving from angle to angle also suggests emotion as he cannot view the memorial from a single stationary vantage point but must shift back and forth, fully aware of the effect each shift of movement has upon his perceptions of both himself and the memorial, which are directly correlated with his emotions. As for Owens, in the third stanza he is speaking directly to the government officials, and the people that made the propaganda, (lines 21-25) are all quotes that prove that he is speaking to government officials. Owen is speaking as if he is angry with the government. In (lines14-16) Komunyakaa draws attention to the reality and magnitude of loss through stating the exact number of men killed. However, he also underscores his inability to fully accept this reality by expecting his own name to be present, and written like Loading Manning Page 4 smoke. Smoke adds a surreal quality, as smoke vanishes almost as it appears, and is a direct contrast to the memorial, with names permanently engraved of those who died and therefore whose names will never vanish. The one name Komunyakaa reaches out and touches is that of Andrew Johnson in line 17. It’s as if he is blame himself for the death of his friend. Komunyakaa blames his self for not be able to save his friend. Owen is the same way as he describes his fellow troop dies from the gas attack. (line 16) Owen try’s his best to save his fellow troops by yelling for the boys to put their mask on (line 9). To Komunyakaa, the names do not represent the loss of war, these names represent a multitude of individuals, and the memories he shared and events his witnessed with them. However, as he in fact touches Andrew Johnsons name, Komunyakaa finds that he did not share these mens ultimate end. Komunyakaa own name does not appear on the memorial, and at best he can only visualize its presence existing in smoke, whereas he can reach out and touch the name of Andrew Johnson. In the beginning of the poem Komunyakaa visual perception has played tricks upon him but now he reaches out and touches the name of his comrade, and in doing so remembers he truly is dead and will never return, due to line 18. As the speaker looks into the memorial, struggling to understand his past, his own reflection becomes elusive and enigmatic. Owen also finds that he did not share the same ultimate ending as his fellow soldier. Owen was able to put his gas mask on before the gas reached him. Komunyakaa finds a connection he shares with this veteran, as hes lost his right arm/inside the stone, much as Komunyakaa head had vanished inside of the stone at the beginning of the poem (line 28-29). The loss of the veterans arm insinuates a mutilated appendage, a casualty of the war, much as Komunyakaa peace of mind is also a casualty of the war. Komunyakaa has lost his peacefulness in a way that can never be undone, and again he watches others and finds it shocking that they can continue living normal lives and be in the presence of the memorial, without it hindering their ability to function in any noticeable way (lines 28-30) Komunyakaa interprets every movement as a product of his own overwhelmed mental state, rapid motion for Loading Manning Page 5 him can only symbolize emotion and turmoil which ends up falling short of reality. â€Å"Dulce et decorum est pro patria mori† ends with the assertion that is a lie, and the disquieting story told is in itself enough to convince even the most stubborn. However, it is the use of striking comparisons and compelling metaphors that drives the author’s point home. To take the stance that death for one’s country is ghastly and unbecoming is a bold move, as it could easily come across as un-patriotic. The sentiment expressed by the author, however, is not against his country, but against the concept of war and what it does to those who are innocent. His observation is largely one of physical harm, but the reader is able to see the psychological harm done to the speaker through the event he has just retold. The poem is an evocative look at the damage done by war, and the lack of glory thereof. Owen juxtaposes the horrifying image of a soldier he helplessly watched die during an attack of poisoned gas, a memory that haunts his dreams. There is no glory in war, the poem shows, only terrible, unjustified suffering. Although others likely impacted in their own way, can still live normal lives and perform normal tasks in spite of the war, and in the presence of the memorial, whereas it takes Komunyakaa a moment to understand that a woman can stand in front of such a monument and perform a natural every day action such as brushing a boys hair. Both authors are impacted by the events that took place in the wars they were in and both authors came home with a different view of life.