Brand architecture and branding analysis

Brand architecture and branding analysis A brand is name, term, sign, symbol or design or a combination, intended to identify the goods or services of one seller and to differentiate them from those of competition American marketing Association 1960. A brand is name, symbol, logo, design or image or any combination of these, which is designed to identify product or service. Kotler et al, 1999 Brand distinguishes a companys product from its competitors and an identified product or service that closely satisfies customers needs and wants. Brand is an asset to a company and reflects the quality of customer service. Branding is all about the customers trust of the product or service and makes the segmentation easier for the company. The difference between a company and its competitors should be communicated by brand, because it makes a company unique. BMW, Toyota, Luis Vuitton, NEXT, Debenhams, Nike and Coca Cola are the well-known brands that command price premium and stimulate deep customers loyalty. Branding Branding is the collection of actual and emotional characteristics associated with a particular identified product or service that differentiates it from the rest of marketplace Hand-out notes by tutor Anthony smith Branding is an important aspect of marketing to build a strong image of a company. Mercedes Benz is an automobile brand that commands a premium with their engineering, performance, quality, customer service and after sales service. Toyota shares all these characteristics but still they were not positioned as premium in the customers mind. Toyota then created Lexus as a premium brand with the collaboration of both Toyota and Lexus shared engineering, design elements and customer service. How-to-branding.com Brand Architecture Brand architecture refers to the hierarchy of brands within a single company. It is the interrelationship of the parent company, subsidiary companies, products, and services, and should mirror the marketing strategy. Kompanigroup.com How an organization structures various products, services or other entities within its portfolio and how they relate to one another. Brandinstitue.com In the growing economy we can see different companies merging with each other and form the strategy for each of the targeted group in which every product can carry its own brand name. Good and clear brand architecture leads a company towards brand positioning and also helps to get sustainable competitive advantage. There are three different types of brand architecture strategies. Corporate/Monolithic Branding Strategy In this strategy company takes on a unified brand for all product categories and targeted market. This strategy creates simplicity, and cost deficiencies can be achieved as opposed to multi-branding architecture, in which a corporate brand plays a smaller role. Microsoft, Intel, Disney, CNN, SONY, Nike, Virgin and coca cola etc. are the best examples of corporate branding. Corporate banding makes the advertising easier for the company as they just advertise their name and slogan. . Coca cola is recognizable in every continent of the world through its red curved bottle and logo. SONY is a corporate brand as its name is attached to everything, from its DVDs to play station. The founder of SONY, Akio Morita, once said: I have always believed that the company name is the life of an enterprise. It carries responsibility and guarantees the quality of the product. Therefore corporate strategy leads a company to sustainable financial outcomes. Brandingstrategyinsider.com . Adhistry.wikispaces.com Google.co.uk Multi/Individual Branding Strategy Multi Brand Strategy refers to a marketing strategy under which two or more than two similar products of a firm are marketed under different brand names. Finance.mapsofworld.com It is very difficult for a brand to position itself in a diversified environment where the customers needs and wants are different. Therefore, company can fill different market segments through diversifying its product range. VW, PG, Unilever and Diageo are the best examples of multi branding. PG is the prime example, having a multiple shampoo brand to influence different customers, like head shoulder for dandruff, Pentene for healthy hear and Sassoon for professional saloon experience. Through multi branding a company can target more than one segment in the market and fill the price gaps. Multi branding is a good strategy but sometime it fails because of the poor management. Due to failure it could harm the family brand name. VW took many years to change the negative brand image of Skoda from the customers mind. Helen Meek. et al, 2001 Google.co.uk Endorsed Branding A brand that carries the endorsement of a source brand (the parent company). Brandbuild.eu Endorsements add integrity and assurance of the indorsed sub brand in customers mind without overpowering it with its own association. Endorsed branding is suitable for the company, using varied product portfolio, e.g. Nestle, Cadbury, Unilever etc. Nestle written on the Kit Kat, Cadbury written on Dairy Milk to provide credibility and assurance to the product. Some companies give independence to the endorsed brands like Unilever give freedom to the Heartbrands such as Feast, Magnum and Cornetto and they have their own marketing campaigns and target market. Some companies has firm relationship between company name and product, e.g. Ford does it with the model Mustang, people using either the brand name Mustang or the full name Ford Mustang. Google.co.uk Brand Elements Brand elements are those trademarkable devices that identify and differentiate the brands. There are certain elements of a brand, like names, logos, symbol, characters, slogans, design, features etc. some important elements are mentioned below. Kotler et al, 1996 Brand Name Name is the most significant element of the brand. This is the only part of the brand which should never be changed. It help customers to identify distinguish product from competitors. It is not necessary the brand name is associated with the company and can be different. But if the brand name is linked with the quality of the product either high or low, then all good must be of the same standard. MS is the prime example of providing quality products through St Michael Brand as one can see its tag on the cloths and food and household goods as well. Brand Image Brand image is fundamental way through which a customer recognises and believes a brand. It gives a company an identity and creates a better image in the mind of the customers. Brand image is unique that clearly reflects the image of the organisation and different from the competitors. To build a right image in the customers mind, the company must have to focus on brand identity. Brand Personality Brand personality is the goodwill of the brand. It is associated with the benefits and attributes of the brand. Brand personality is unique and long lasting; it is the emotional attachment of the consumers with the product, e.g. Sony and Panasonic, both are the giants of electronic sector, although both got same features, some peoples prefer one of the other because of their trust on the product by long time. Brand Association Brand association is the relative strength of consumers positive feelings towards the brand Lasser et al, 1995 Associations, according to Aaker (1991) represent the bases for purchase decisions and for brand loyalty. The way consumers perceive brand is a key determinant of long-term business-consumer relationships. Hence, building strong brand perceptions is a top priority for many firms today. Morris, 1996 It is the perception of the customers towards a brand attributes and quality. Brands can be associated with the name, colours, symbols, attitudes, expressions and sound etc. Mercedes Benz is associated with the luxury drive and excellent engineering, Nike with its Slogan, Nokia with its sound, and Coca Cola with its red colour, Colgate toothpaste with cavity protection and Microsoft with Bill Gates. Renault has launched a successful campaign for its model Clio and used the famous French footballer Thierry Henry and Sesame Steet in the Va Va Voom advertisement. This campaign resulting attract more male customers than females. This is how celebritys association to the brand benefits organisation. Kotler et al, 1996 Brand association gives the basis of buying and brand loyalty to the customers. Companies always try to associate their brands with the positive things to create good image of the product in the mind of customers. Brand association developed if the product is desirable, durable and satisfies the customers needs. Positive customers perception about the product makes a brand stronger. It is formed on the basis of Product attributes, Advertisement, Relevant price, Quality, Celebrity and big entity association, Competition and Display points. Brand positioning Positioning is the place in consumers mind that you want you brand to own. For example, Hallmark caring shared, and Disney Family Fun entertainment. Positioning is not what you do to a product; positioning is what you do to the mind of the prospect. Ries and Trout, 1981 Brand positioning is successfully built through continuous communication with the customers about the product to its targeted market, through advertisement, brand name and its packing. Brand positioning refers to the position in the customers mind, it does not relate to market position. Brand positioning is associated with the market segmentation. The right market segment is to be targeted for the brand positioning. Brand positioning is all about a customers perception about the product. There are certain ways for a brand to be positioned, e.g. offering specific benefits, targeting a specific segment, pricing and distribution. Brand positioning is an important concept in which a company can decide where it wants to position its brand in its field relative to competition. Brand positioning is a thinking that guides a company to build a relationship between the brand and customers. Brand positioning gives space in the customers mind, so the company become in the better position to control over its own brand image. Price and quality are the most common attributes are considered in the brand positioning. To get a good position in the customers mind the company introduce brand of a good quality with on competitive price. The quality of the product must be at least equivalent or better from the competitors. Quality perception is the most powerful element of the brand positioning. Once a company is successful in building a powerful perception of quality will result in building a powerful brand. Psychological element is dominant to some extent in building a quality perception as some peoples psyche is that the product with high price tag is of good quality. Communicating brands through their specific features is another way to position brands, e.g. Clinic all clear, Dare to wear Black or Pakistan and India surf excel is advertised as stain remover, Surf Excel hena. Culture is another strong aspect to the brand positioning. Different companies use cultural symbols to differentiate products from their competitors. Examples including, Air India advertise through Maharaja, Tata tea, Hamara Bajaj etc. Treedeuce.com Brand Extension Brand extension is a marketing strategy in which a firm that markets a product with a well-developed image uses the same brand name but in a different product category. Brandexpress.net When a firm uses its brand in another product form, or even within another product class, then the firm is stretching the brand (also referred to as brand extension). Iain Ellwood Virgin is the good example of brand extension as they sell everything from records to airline travel, to cola drinks to wedding parties from clothing to cosmetic and computers. This is successful in brand extension because it has the ability to connect the customer directly and give them values. Many firms attempt to extend their brands but all the brand extensions are not suitable or desirable. An extended brand always works best in a top to down direction. It is always easy for a company to bring brand extension from relatively cheaper product line. Ralph Lauren and Gucci are the best example. Ralph Lauren extended from luxury clothing to jeans and bed linen while Gucci brand is extended from luxury clothes to oven gloves, cooking aprons and dog toys. An extended brand has a low introductory cost because the customers, traders and retailer are well aware of the product. Brand extension brings options to the customers through variety of products. If the product is of lower quality, will result in damaging in overall brand value. Iain Ellwood Caterpillar is one of the biggest non-sporting footwear companies in the world with its brand CAT. This is basically a construction and mining equipment manufacturing company that extended their brand in this potential segment. It was perceived that it is the biggest mistake of the caterpillar but the extension was a big success. Sometimes the brand extension, implemented incorrectly due to less understanding. LEGO is a Danish toy manufacturing company, decided to extend its brand and launched its own product line of cloths, watches and video games but it was ignored by its target market, that result half of its employee are redundant back in 2004. Kotler et al, 2001 Michelin and Goodyear are the French companies, famous for making rubber tyres and having a number of brand extensions. Michelin brand extensions are car and cycle related product, footwear and clothing, sports and leisure and personal accessories. On the other hand Goodyear becomes the partner of the Adidas to make a series of driving shoes. Kotler et al 2001 We can see normally financial services providers have not attempted to extend their brands, and only concern with their original market. On the other hand, there are too many non-financial service providers extended directly to the financial services. E.g. Tesco extended its market to Tesco banking and Tesco insurance. Benefits of branding To customers People buy brands, because they are well aware of the quality of the product and save time and efforts. Buying a branded product can give customers a peace of mind and credibility. Most of the branded products have warranty policies, which gives customers assurance of a quality product. Some big companies having product replacing policies, e.g. DeWalt a power tool manufacturing company, replace the product immediately in case of damage. To intermediaries/stakeholders There are certain benefits of branding to different stakeholders, that directly/indirectly effecting the organisation. Multinational organisations always have the strategy for social, environmental and economic issues. Companies contribute to the societies in which they operate. Brands follow government regulations to minimise any adverse effect to the environment. Employees always attract to innovative companies where learning opportunities are always there. Supplying goods directly to retailers, companies distribute goods through agents or distributers. Distributers get long-term agreements from the known brand companies. Retailer can get benefits from overall marketing campaign. Sustainable competitive advantage When two or more firms compete within the same market, one firm possesses a competitive advantage over its rivals when it earns (or has the potential) to earn a persistently higher rate of profit. Grant, 2002 It is very important for every organisation to be successful in long term. Effective corporate branding is certainly the main source of getting sustainable competitive advantage in the market. Worlds famous corporate brands do not sell products, they sell concepts, e.g. Coca Cola does not sell a soft drink, it sells enjoyment and Microsoft does not sells computers, it sells possibility. Brand designers create a corporate brand identity through promotional material and advertising campaign to establish a corporate identity. There are certain brand characteristics that lead a company to get sustainable competitive advantage. A well designed logo and a strong identity system can give a company an edge over its competitors. Brand Identity A unique set of brand associations that the brand strategist aspires to create or maintain. These associations represent what the brand stands for and imply a promise to customers from the organisation members. Aaker, 1996 Brand identity is the way a company aims to identify or position itself or its product or service. Kotler et al, 1999 Brand identity is the first thing that a customer experience and plays a major role in getting a sustainable competitive advantage in the market. Brand attributes are is a bag of features that shows the personality of a brand and these attributes help to create brand identity. Brand identity is supported by emotional and unique elements and values, serve to distinguish the brand in the market, especially for progressively competitive environments, service organisations and recreational sectors. Brand identity creates a distinct identity that is very hard for the competitors to duplicate. The main elements to build a strong brand identity are human resources, organisational culture, organisational structure, stationary, company cards, company dà ©cor, packing, catalogue, market and innovation etc. Kotler et al, 1999 Brand loyalty Brand loyalty is considered as ultimate reward for a brand as it is another factor which leads a company to get a sustainable competitive advantage. Customers always prefer to buy those brands they are loyalty with, even though that is expensive and have close substitutes in the market. Apples iPod is a product to listen mp3/mp4 music, and the big electronic giants like Sony, Panasonic and so many other companies have same product with same features at the relatively low price than Apples iPod. Majority of the customers buy iPod just because they are loyal with the brand. Brand Equity Brand is a symbol of extremely precious part of legal property, that can control consumer behaviour and it also provides the protection of persistent future revenues to the firm. Brand equity is called the amount that is directly or indirectly accrues by these various benefits. Kapferer, 2005; keller, 2003 Companies invest huge amount of money to develop brand equity. Brands with high equity win the space in the market because of the uniqueness, reliable services and continuous and effective relationship with the customers. Stronger brand image takes a company to financial advantage through the brand equity. Brand equity leads a company to charge perineum prices for the product to raise their profit margin.

Nursing Theory and Caring Essay

Caring is a simple yet strong and powerful word, an abstract concept commonly found in nursing theory. Caring implies responsibilities, connections, and trust. Nurses take on the role with pride and honor. Nurses are caregivers. Many nursing theorists looked and still do look at caring as a core concept for nursing practice. Three main theorists come to mind, Jean Watson, Patricia Benner, and Kristen Swanson, when thinking about nursing and caring, although many of theorists highlight the importance of caring in the nursing profession. Each theorist has an independent definition of what caring is, ways to use it in nursing, and what it means in the nursing world. The purpose of this paper is to examine the definition of caring through nursing and nursing theorists, compare different definitions based on the core concept of caring, analyze Jean Watson’s Theory of Human Caring, and examine the current relevance in nursing practice, research, and development. Definition of Caring The Oxford English Dictionary defines caring as â€Å"to take thought for, provide for, look after† (â€Å"Care,† 2011, para. 3). Theorists look at the concept of caring and break it down to discover the exact meaning behind the abstract concept. Kristen Swanson developed a middle-range theory of caring based on maternity and early loss of pregnancy. Middle-range theories â€Å"have a high explanatory value† (Andershed & Olsson, 2009, p. 598). Swanson’s researches lead her to the discovery of what caring means. Swanson described caring as an accountability and connection to another person (Andershed & Olsson, 2009).Patricia Benner is more well-known for theory of Novice to Expert Nursing. Through her research she began to look at the common phenomena surrounding nursing. Patricia Benner worked with Judith Wruble on the theory Primacy of Caring, an attempt to unveil certain factors such as nursing practice, stress, coping, and the outcome of illness (George , 2011). One of the core phenomena surrounding nursing practice is the concept of caring. Benner defined caring as â€Å"an essential skill of nurses; a basic way of being in the world† (George, 2011, p. 662). Benner’s definition offers little in  respect a more concrete understanding. Other theorists who attempt to define the abstract concept include Boykin and Schoenhofer, Florence Nightingale, and Virginia Henderson. The leading lady in theory on caring is Jean Watson. The ethics of caring is the foundation for Jean Watson’s theory. Watson defines caring as â€Å"the coming together of a nurse and another in human-to-human transaction† (George, 2011, p. 662). Her theory offers more definition to the concept of caring and what caring within nursing entails. Comparing Definitions All of the aforementioned definitions have a similarity in the way humans are part of the caring. Each looks at the value placed on an individual and the holistic approach to that individual (Bailey, 2009). The concept of caring does not look at one specific attribute of humans, but the person. Each theorist took the concept of caring and established the caring as a fundamental and integral part of nursing. Watson looked at caring as a relation-ship between two humans. Swanson’s approach was the effect caring had on a certain population. Swanson’s efforts were to bring back to nursing practice the care that originally attracted most nurses (Watson, 2009). Benner’s concept derived from the skills necessary for nursing. Benner’s previous theory of novice to expert goal was to explain the progress of a novice nurse to an expert nurse using knowledge and experience to provide care. Bailey (2009) broke down the variety of caring definitions and discovered the e ssentialness of caring for the 21st century nurse. Each theorist takes caring and applies it to how nursing functions with a person in a holistic and comprehensive manner. Watson’s Theory Jean Watson, born in 1940, developed the theory of caring and published it in 1988 with a revision in 1997. As a contemporary nursing theorist, she garnered respect from some of the most notable theorists such as Nightingale, Henderson, and Benner. Watson has received honorary doctorate degrees, received numerous rewards, and still educates at the University of Colorado Denver. The base of Watson’s theory is the ethics and moral values placed on a person, not necessarily on patients. Watson’s concept is the need to preserve the dignity of the whole person through care and respect (Bailey, 2009). The care and respect Dr. Watson refers to is the connection  the nurse makes with the patient and the family. The respect she refers to belongs also to that connection. Metaparadigms are world views. Nursing theory tends to center on four key concepts, person, environment, health, and nursing as metaparadigms. Watson’s theory of caring centers on the person, or persons, affected by the nursing care provided. In 2010, Dr. Watson gave a thrilling and emotional speech about the nursing care her father, mother, and stepmother experienced. The speech centered on the care and compassion provided by the nurses encountered (Fights, 2010). The story accurately depicts Jean Watson’s concentration on the metaparadigms of person and nursing. Her very moving story led to the Academy of Medical Surgical Nursing to adopt three words to define the medical-surgical nurse; compassion, connection, commitment (Fights, 2010). Application in Current Nursing The concepts and theories provided by Dr. Jean Watson still thrive in current nursing curriculum and practice. The United States faces one of the largest health care issues and reforms. Nursing shortages and increased expenditure on health care has caused the nation to look at ways to transform the current health care setting into a more profitable business. Jean Watson believes this happens through reinforcing the Theory of Human Caring throughout the health care field (Watson, 2009). Part of Watson’s theory is the 10 factors of caring The first three factors of caring make up the philosophy of Jean Watson. The concept behind the philosophy of caring is to practice in a caring model and not a curing model. Jean placed a large amount a value on the need for humanistic and altruistic care, the instillation of hope and faith in care, and sensitivity to the nurse and the patient receiving care (Nursing Theories, 2011). Current practice of the Caring Model presented by Watson includes Central Baptist Health in Lexington, KY., St. Mary’s Hospital in Richmond, VA., and Scottsdale Health Care in Scottsdale, AZ., and many others. Government health care reform has provided health care systems to look at the satisfaction of the patient and family in relationship to reimbursement. This is an attempt to cutting health care costs nationwide. The result is patient and family-centered theories that guide evidence-based practice Jean Watson’s theory is ideal for the transformation. Johanna Briggs Institute Research has a focus of evidence-based practices. The Johanna Briggs Institute provides sound and peer reviewed information to those knowing where to look. In researching the theory of caring, the application to current health settings is not always spelled out. In an evidence-based practice sheet produced by the Johanna Briggs Institute on stroke victims, there is a clear representation of Watson’s theory. The evidence demonstrates the need to understand the psychosocial spiritual experiences of stroke victims during the recovery process (Johanna Briggs Institute, 2009). Watson’s theory has an element that takes into account the human experience of the spirit instead of the spiritual experience of the human (Nursing Theories, 2011). Nurses need to look at a patient and what he or she is experiencing to gain the connection with the person and family and also demonstrate the commitment and compassion for what the patient and family is experiencing. Conclusion Many theorists take into account necessity of caring for a patient. Benner, Henderson, Swanson, and Watson all developed theories and philosophies based on the core concept of caring and providing care in the nursing world. Although all theories are part of current curriculum and many appeal to the contemporary nurse, Watson’s theory has stood the test of time and has been resilient even during hard economic times and reform. The 10 factors of caring of the caring philosophy govern the way a nurse practices and looks at a patient. The spiritual experiences of a patient transformed into a deep connection between the nurse and patient. Reform has pushed systems to re-evaluate the way providers deliver health care and the perception of nursing care based on that care. Systems use financial incentives to create change. Evidence-based research uses Watson’s theory and definition of caring to provide background and support. Watson’s definition broadens the scope of nur sing and includes the holistic approach to all nursing realms. References Andershed, B., & Olsson, K. (2009, September). Review of research related to Kristen Swanson’s middle-range theory of caring. Scandinavian Journal of Caring of Caring Sciences, 23(3), 598-610. doi:10.1111/j.1471-6712.2008.00647.x Bailey, D. N. (2009, March). Caring defined: A comparison and anlysis. International Journal of Human Caring, 13(1), 16-31. Retrieved from http://web.ebscohost.com.ezproxy.apollolibrary.com/ehost/detail?vid=10&hid=11&sid=157942a0-9e5e-4c79-8ebc-b532097da582%40sessionmgr11&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#db=rzh&AN=2010235968 Fights, S. D. (2010). from AMSN, Commitment, compassion, connection. MEDSURG Nursing, 19(6), 313-316. Retrieved from http://web.ebscohost.com.ezproxy.apollolibrary.com/ehost/detail?sid=157942a0-9e5e-4c79-8ebc-b532097da582%40sessionmgr11&vid=24&hid=11&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#db=a9h&AN=56601234 George, J. (2011). Nursing Theories: The base for professional nursing practice (6th ed.). Boston, AK: Pearson. Johanna Briggs Institute. (2009). The psychosocial spiritual experience of elderly. Retrieved from http://connect.jbiconnectplus.org/ViewSourceFile.aspx?0=503 Nursing Theories. (2011, June 21). Jean Watson’s philosophy of nursing. Retrieved from http://currentnursing.com/nursing_theory/Watson.html Watson, J. (2009, March). Caring science and human caring theory: transforming personal and professional practices of nursing and health care. Journal of Health and Human Services Administration, 31(4), 466-482. Retrieved from http://web.ebscohost.com.ezproxy.apollolibrary.com/ehost/detail?sid=157942a0-9e5e-4c79-8ebc-b532097da582%40sessionmgr11&vid=45&hid=11&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#db=mnh&AN=19385422

The Concept of American Dream in the Revolutionary Road

Over the years, many heroes and heroines especially from the West fought so hard in order to give people unlimited opportunities, freedom, material prosperity and individual happiness. The concept â€Å"American dream† as a national ideal is associated with independence and freedom as one individual fulfill his dream through fulfilling his innate passion and desires. This concept gives American citizens the expectations that their government should create a society that will reward drive and innovation or a society that will generate growth.But at the same time, one should be responsible for himself to develop as a full man and woman without the barriers of the older civilizations since this had already been slowly erected by the political leaders in the past. Initially the concept of American Dream considering its historical basis is described as a; â€Å"dream in which life should be better and richer and fuller for everyone, with opportunity for each according to ability o r achievement.It is a dream of motor cars and high wages merely, but a dream of social order in which each man and each woman shall be able to attain to the fullest stature of which they are innately capable, and be recognized by others for what they are, regardless of the fortuitous circumstances of birth and position† (Garfinkle 206). In past years, American Dream is perceive as a promise that each human being has the freedom to make his own life according to his will or choices. This promise made the Americans dreamers, hopeful and independent wanting to take advantage of a freedom of self expression that not every culture has.But this established social structure has a profound influence over individual inner experiences. Contrary to the common impression of upward social mobility due to the â€Å"American Dream,† this mobility can lead to an inner struggle between socially and personally held values of the individuals. It is also inevitable to anticipate that upwar d social mobility will increase the likelihood of the experience of depression and frustration due to the resultant feelings of ambivalence.Due to the promises of American Dream, it is inevitable that American citizens will create mental expectations that if it fails they will have a feeling of depression and hopelessness. These feelings of hopelessness and depression due to unfulfilled passion and expectations are illustrated in the main characters of the film Revolutionary Road. The movie is an indictment of American life that focuses on how the unfulfilled hopes and aspirations of April and Frank Wheeler, main protagonists and married couple, affected them emotionally and psychologically.The seemingly unrealistic and romantic expectations of April Wheeler illustrate tattered remains of American Dream that not achieving it will cause inner death. Though the couple experienced financial security in the middle class suburban America, does that guarantee a meaningful life? Even thoug h they are living comfortably, both believe that they are not truly free. They want a satisfying life free from suburban paralysis whose kind of lifestyle seems routinary. Fulfillment of passion, dreams and hopes with total freedom and independence is what American Dream is for April Wheeler.But financial security and practical opportunities paralyses and hinders her husband to leave America, and so the conflict begins. April wants to escape financial practicalities, routines and her simple role only confined in domesticity and motherhood. Determine to escape the mediocrity and suburbanites that surround them, the couple decides to move in Europe to develop and practice their artistic sensibilities, free from the consumerist demands of capitalist America.But their relationship is thrown into jeopardy because of their frequent squabbling, misunderstanding and unnecessary anxieties from their American Dream. The film is set in the 1950’s in the ordinary suburbs of Connecticut w here every family and employee seems to have the same routines everyday. Frank and April Wheeler, the main characters, are afraid to be like anyone else in their community who seems content and who are afraid to explore outside their comfort zone of financial security.So they believe that they are untypical middle class family living in the suburbs as they still attach in their youthful passion and still believes in life’s adventure. They have promised never to be dragged into the monotonous world of the people around them. But despite their wits, talents and good looks, the couple suddenly find themselves slowly becoming the individuals they swore never to be; a plain, unhappy housewife who longs for fulfillment; a man with a boring job and an existence as dreary as the rest of the neighborhood.April, a failed aspiring theatrical actress starts the novel in a local theatrical group. This experience of April in the initial part of the novel is embarrassing and is a disaster t hat sows the seeds of her discontent. She soon realizes how dull her life is, a life that is far from what she imagines her life will be with Frank Wheeler. Frank, a naturally dreamer, lost his direction and works at Knox Business Machines as an ordinary office employee, while April becomes a typical housewife looking after her two kids.The novel depicts April as a housewife frustrated and emotionally conflicted after being trapped in the suburban life. This given reality is such a discouragement for both especially for April and so she devises a plan to reverse their fortunes and present fate. April discusses plans to escape and leave everything behind in their suburban life to live in Paris where she will fulfill her artistic talents in performance and Frank will find out what he really wants to do with his life. Paris for her will give them opportunities to fulfill what they really wanted in life; total freedom, adventure and happiness.At first though hesitant, Frank agreed as he also wants to achieve the promises of venturing the unpredictability of life in Paris. When Frank gets promoted though, their much awaited departure is being stalled, and they find their marriage crumbling. Frank knows that his promotion is only a lifetime opportunity and somehow he doesn’t want to take it as a risk in a life (Paris) that is no guarantee yet. The perpetual squabbling of the couple is due to April’s strong desire to break out from the prison of bourgeois family life.Apparently Wheelers miss the culture and intellectual quiver of their youth. So when not arguing passionately, they drink a lot and often hang out with their friends and neighbors, the Campbells. But April strongly believes that as a bright, beautiful and gifted couple, their future has strong possibility of greatness if only they will take the risk. April’s depression and apparent desperation to escape her present life eventually made them betray each other and their very true self. April is being corrupted by her strong desire to depart herself to her monotonous life in Connecticut.As noted, April and Frank are not the usual suburban types, but people who consider themselves better than the people in their neighborhood; they mock people as they feel like their living their life half sleep. One of their frequent outside activities is to visit with another couple, spending few hours complaining about how unproductive everyone else is. Frank hates his white collar job and April just stays home with the kids but since they believe that they have potentials and resources, they know they can change their lives for the better.But what do individuals do when they are intelligent and high willed enough not to be satisfied with the conformity and blandness of their surroundings, but lack the drive to ever escape mediocrity, because they are, fundamentally, much more a part of their environment than they imagine? Frank, after hesitating whether going to Paris is a reaso nable and practical thing to do especially after he was being promoted made him somehow like everybody else who is afraid to let go of financial security and assurance. Perhaps Frank and April are not extraordinary and different as they would want to think.But nonetheless their character reflects American Dream—a life far from mediocrity and a life where one creates his own individuality and sense of identity. Moreover, their characters reminds the viewers to come face to face to their own mediocrity, challenges them to be honest with themselves and tries sincerely to know whether their aspirations fit their potentials and capabilities. Sometimes one’s ambitions and hopes are unrealistic. The promises of American Dream inspire the character to hope so much in the future and so that when those hopes are being unfulfilled, the character experiences great depression.â€Å"The problem with the society isn't necessarily that it's hypocritical or conformist or mediocre, but that it produces people with such a horrible gap between aspiration and capacity – it gives them the leisure and intelligence to want a fuller life while robbing them of the backbone to get it† (Yates xxi).But one can approach April’s character in this novel positively as she seems to know herself. She is taking concrete steps in order to accomplish her desires. She is a woman who wants to explore and find herself through her given talents and skills.She is confident that given a chance, she can prove herself in the world of arts. April definitely knows that this is the only way to find her self again and to eventually feel that her existence has a purpose after all—not just confined to being a mother and being a wife. While Frank though he realizes his vague ambition to be someone other than an office worker did not seek any alternative self. Instead after being identified and flattered in his mundane job, their plans to go Paris became unnecessary for h im. When April conceives their third child, their plan to leave America crumbles.When April discovers that she is pregnant, she is demotivated while Frank feels thrilled, not just for having the baby itself in the future but this will be his scapegoat to refuse Paris. April decided to abort the baby because she knows that this will greatly interfere her plans to go in Paris but Frank dissuade her and so they embark on a marital duel. April’s desperation becomes self destructive which is apparent when the latter has bled to death after attempting to induce a miscarriage. Frank on the other hand lacks will and boldness for change.His dream for financial security and the affirmation he acquired from his company because of his sudden promotion made him set aside his wife’s dream to escape the monotonous and boring lifestyle in America. Basically American Dream in this novel specifically in April’s character means fulfilling one’s passion and desires through s kills and talents. But for Frank American Dream is somehow based on practicalities, that is financial security and opportunities â€Å"all I want is to get enough dough coming in to keep us solvent for the next year or so, till I can figure things out; meanwhile, I want to retain my own identity†.But apparently he sometimes excites himself to try something new as he is a man who naturally loves adventure and in trying something not routinary, he might find his true self and his true identity. Frank’s acquisition of a higher position that assure his family’s financial security and his acquisition of affirmation from his company hindered April to fulfill her American dream for freedom of artistic self expression. At the end, it can be said that it is Frank who wins.But when April dies in her effort to fight the forces keeping her in her suburban housewife lifestyle, Frank due to pain becomes absorbed by the work he had once despised, and â€Å"dies† an inwa rd death. At the end both of them is being failed by their American Dream.Work Cited: Garfinkle, Norton. The American Dream Vs. the Gospel of Wealth: The Fight for a Productive Middle-Class Economy. Connecticut USA Yale University Press, 2007 Yates, Richard. Revolutionary Road. New York USA Vintage Contemporaries, 2000

The Preacher and the Fighter - 1200 Words

The Preacher and the Fighter: A Fight for Equality Present day United States of America. Freedom, racial equality, united with all its citizens. The United States of America as we know it would never have existed if racial equality was not given to the colored people of the country. There was a time in this nation’s history when the people of the United States were not equal. There was a time when colored people did not have well-funded facilities in comparison to the white people. Martin Luther King Jr. and Malcolm X, two different human activists with different personalities and thoughts, were the key factors in the Civil Rights Movement. Martin Luther King Jr. fought for the equality and freedom of the African-American by advocating†¦show more content†¦To withdraw the money that is held, a check must be written. In King’s speech, the African-Americans had been guaranteed the inalienable rights of life by the Constitution. When they are ready to withdraw the ir freedom, they are denied because â€Å"the Negro people† have â€Å"insufficient funds† to have freedom and thus are given a â€Å"bad check† (King 289). This becomes a sign of betrayal to King and this mark of insufficient funds is given to the African-Americans as a refusal from America to their equality. Furthermore, King declares his will to gain his freedom and â€Å"refuses to believe that the bank of justice is bankrupt† (King 289). He continues by saying that there is no time for gradualism and there will be consequences if the black population does not receive their inalienable rights (King 290). In the â€Å"Black Revolution†, Malcolm X uses a powder keg to explain the current condition of America. This powder keg represents all the hatred and anger the black community has against the white citizens. He states that America has all of the ingredients needed for a racial explosion and can ignite another explosion only this time, a world -wide explosion. He says this not as an advocate of violence but of rather an advocate of revolution. Malcolm X tells his audience that â€Å"the black nationalists to many of you may represent only a minority in the community† but he tells them that the fuse of a powder keg is very small and still ignites the whole keg. X then states that thisShow MoreRelatedThe Theme Of Family In Marilynne Robinsons Gilead771 Words   |  4 Pageswife and son. These letters tell the life of John Ames and stories with his family. John comes from a long lineage of ministers. His father, John Ames Sr., was a pacifist. His grandfather, Grandfather John Ames, was an abolitionist. They were both preachers. On the other hand, his brother, Edward Ames, was a scholar and an atheist. The contrasts and differences in the family lead to arguments and conflicts between the members. 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