Dd-aa Assignment Example | Topics and Well Written Essays - 250 words

Dd-aa - Assignment Example The reverse movement in the above variables will result in a leftward shift. The AA curve illustrates the relationship between changes in the exogenous variable which is the Gross National Product as well as one of the endogenous variables known as the exchange rate located in the asset market model. The curve operates effectively as long as all the other exogenous variables are fixed. Factors that cause an upward shift in the AA curve include an increase in money supply, foreign interest rates and expected exchange rate. It may also be due to decline in the domestic price. Reverse changes in the above factors will lead to a downward shift in the AA curve (Friedman, 102-134). The DD-curve indicates a set of equilibrium in the Goods and Service market by describing the level of GNP at the prevailing exchange rate while the AA-curve shows a set of equilibrium in the asset market. A combination of the DD and AA curve will result in an equilibrium point at which the role played by both firms as well as households will influence a movement in the exchange rate and Gross Domestic Product level provided that other exogenous variables are fixed. Fiscal policy refer to the impact of government spending and taxation on macroeconomic conditions while monetary policy refers to the actions of the central bank that influences the supply of money in the

Brand Equity Case Study Nike Marketing Essay

Brand Equity Case Study Nike Marketing Essay The world constantly changes and disparities, however, some top brands seem to keep their leadership position in their industry to this day. Strong brands are amazingly durable and have the ultimate ability to overcome many challenges. Either does Nike. Since its creation in 1971 in the USA, the Nike swoosh is still one of the worlds most valuable brand despite of the severe crises. Ranked at 26 on the list of Interbrands Best Global Brands in 2009 with a brand value at $13.2 billion dollars, up 4% from a value of $12.7 billion last year, Nike is the best among sports brand, left the big competitors, Adidas and Puma far behind (Interbrand report, 2009). So how has Nike got ahead and stayed ahead? Figure 1: Swoosh = achievement. Source: www.nikefootball.com This article will be employed Elliott and Percys structural framework of brand equity synthesis to investigate in four dimensions of Nike brand equity, namely: brand attitude (functional and emotional features), symbolic meaning, brand awareness and brand loyalty to draw the deposit picture of Nike brand equity in the sportswear industry. About Nike In 1962, inspired by athlete aspiration, Bill Bowerman and Phil Knight shook their hand to cofounded Blue Ribbon Sports, precursor of Nike. The initial business then was to distribute low-cost and high quality Japanese athletic shoes to American. Today, Nike not only designs and sells athletic shoes at every profitable market worldwide, but also operates in athletic apparel, sport equipment and subsidiary venture including Cole Haan, Converse Inc., Hurley International LLC, Nike Golf and Umbro Ltd (Nike report, 2009). Headquartered at Oregon, United States, Nike has been presented across more than 160 countries around the world targeting its primary market regions: United States, Europe, Asia Pacific and the Americas. Nike employs about 32,500 people as of May 31, 2008 (Datamonitor Research, 2009). By indirect or direct way, Nike touches the lives of millions more with its innovative products that transform every sport into a winning battle (Superbrands, 2002). Nike customers The decade ago, Bill Bowerman, the co-founder of Nike once said If you have a body, you are an athlete (Nike company overview, 2010). This motto transmitted not only the whole brand characteristics but also the main targeted customers. They are athletes and anyone with a body. Nike offers a wide product portfolio of sport-inspired lifestyle apparel, accessories and equipment. Nike provides athletic footwear for runners, trainers and basketball players. The company also offers shoes and equipments specially designed for those addicted tennis and golf players and etcetera. Such diverse product extensions enable the company to satisfy the varied athletic needs of its customers (Datomonitor Research, 2009) Nike and its rivals Sportswear has been a thriving market in recent years. According to the research Global footwear: Industry profile releasing by Datomonitor in 2009, the global footwear market generated total revenues of $ 196,617 million in 2008. Thus, Nike has experienced intense competition from the moment its first sporting shoes being introduced to their customers. Globally, this market is dominated by the big three namely Nike, Adidas, and Puma (Sport+Markt Report, 2008; Keynote Report, 2010). Adidas Adidas was truly the first sports company, it was founded in 1920. They once really blew in the decade of 70s and 80s. By the early 90s, Adidas realized itself forgotten in the back of game. In the 21st century, the brand has steadily affirmed its position and seems on renaissance. Adidas brand increased its value at 6%, ranked 62th on the list of Best Global Brands 2009 and continued to take the second largest sporting goods manufactures behind Nike (Interbrand, 2009) The overall Adidas brand competes straightly and closely with Nikes value proposition. Nike aims To bring inspiration and innovation to every athlete in the world, meanwhile, Adidas mission is Improving every athletes performance through innovation. The brand values of Adidas have been claimed that authenticity, inspiration, honesty and commitment are derived from sport. (Datamonitor research, 2009) Puma Figure 1: the leaping puma symbolizes the combination of speed, power and elegance exhibited by professional athletes Placed at 97th, Puma brand appeared at the first time on the Interbrand annual report. Interbrand analysts gave the positive compliments for Pumas effort to compete against the big rivals. Through new design, co-branding and partnerships with celebrities and famous designers such as Alexander McQueen and Hussein Chalayan, Puma refreshes their brand image. The company defines its brand as the mixes of sport, lifestyle and fashion to increase its desirability (Puma report, 2009). The Puma brand differentiates itself from Nike by communicating lifestyle driven style with active lifestyle themes whereas Nike focusing on performance driven style. Nike brand equity Having and holding customers is likely to be a competitive battle which each brand tries all efforts to win. They compete for functional attributes, distinctive services or innovative technologies (Aaker, 1991). So what are emotional and functional benefits which Nike provides for their customers? Functional and emotional features of the brand Since Nike was set up by someone who has a deep passion for athletics and running, it should come no surprise that product is important. Products that are comfortable, authentic, functionally innovative and uniquely designed (Nike report, 1985). The innovative technology is considered as one of the defining dimensions of Nikes brand identity and corporate culture. The simple driving concept has led to some impressive innovations which is considered as one of the defining dimensions of Nikes brand identity and corporate culture. The first highlight was Air cushioning, using pressurized gas to cushion impact and new materials such as Urathane, that was used first with the Air Max running shoes (Nike report, 1987). More recently, to obtain maximum performance, Nike Sport Research laboratory has discovered the innovative technology such as Shox, which are made mostly of rubber and spring back adding more power to a runners stride and Total 90 Concept, a range of equipment to help players perform over 90 minutes of a soccer match (Keller, 2008) Such innovative technology which Nike has used has gained the strong hold in consumers perceptions. The research of Ross and Harradine (2004) focusing on relationship between young school children and branding, particularly sportswear shoes brands showed that children aged from 4 7 years old believed that these brands could improve their personal performance. They do very fast shoes. They make you run faster. They are also comfortable and look good, they added. Clearly, functional benefit is the fundamental and classical features to communicate with customers. However, if Nike just provided high quality running shoes to enhance athletic performance, Nike would not be strong brands. According to Aakers (1991), big brands need to be beyond the purely functional relationships. They should create a more strong emotional attachment with core consumers because emotional bene ­fits add richness and depth to the brand and the experience of owning and using the brand (Aakers, 2009) Figure 2: Nike Commitment to win Source: Nikefootball.comGuinn et al (p219, 2008) stated that Nike offers emotional benefits which are the exhilaration of athletic performance excellence; feeling engaged, active, and healthy; exhilaration from admiring professional and college athletes as they perform wearing your brand when they win, you win too. Associated brand with the top athletes, Nike tells story of brands which the main themes is sportsmanship and unrelenting effort. These are the story of Michael Jordan who won a record 10th scoring title and was selected as one of the 50 Greatest Players (NBA history, 2010) in Americans National basketball association championship. Lance Armstrong survived and won a second straight Tour de France while Tiger Woods completed the career Grand Slam, ensuring his place in golf history at the age where most of us are still wondering what we will do when we grow up (Nike report, 2000). The most three prominent athletes has generated the inspiration for young and next generation of athletes. Nike has succeeded to transfer their inspirations to every single purchaser. Wearing every pair of Nike shoes is to engage a passion for excellence and encourage to do your own thing. Just do it the tagline could sum up all the greatest values of brand which is (Superbrands case study, 2002). Symbolic meaning Products are no longer just products, they move beyond the functional meanings. Nowadays, they are definitely social tools serving as a means of communication between the individual and his significant references (Grubb and Grathwohl, 1967 as cited by Banister and Hogg, 2003). Products are considered as a symbol of individuality and uniqueness, and also symbol of affiliation and social identification. It is particularly trued with the fashion brands. Fashion brands such as clothes, bags, shoes and etc satisfy opposing functions, both social identification and distinction among individuals (Banister Hogg, 2003) Nike must have understood the recipe well. The Just do It campaign in the early 1990s would be a perfect example. Losing ground to archrival Reebok which was quick initiative on designing style, fashion aerobics shoes in 1980s (Keller, 2008), Nike responded dramatically and forcefully by launching the Just do it campaign which was mainly focused on person wearing on products instead of product itself. Purchasing an athlete-endorsed product is one means of symbolically and publicly demonstrating aspirations to be a part of the group and such behaviors are directly influenced by the extent to which a fan identifies with an athlete endorser Carlson and Donavan (2008)Heroes and hero worship was being built as the main themes of advertising. Celebrity endorsements such as Bo Jackson, John McEnroe and Michael Jordon appealed to the consumers sense of belonging and hipness. In other words, Americans consumers were convinced that wearing for every part of your life was smart (the shoes are designed for comfort) and hip (everyone else is wearing them; you too can belong to this group) (CFAR, 1998). Just Do It campaign succeeded (Nike increased its share of the domestic sport shoe business after launching this campaign in America from 18 percent to 43 percent, regained the leader position) because it could fascinate customers in both separating ways. Wearing Nike as a self fulfilling image declaration if you are hip, you are probably wearing Nike. But perhaps most importantly, it could create the desirable needs -if you want to be hip, wear Nike (CFAR, 1998). Symbolic meanings of Nike brand are also tracked in the research on Symbolic and functional positioning of brands of Bhat and Reddy (1998). This study showed that Nike scored high on the prestige and personality expression scales (See Appendix). The findings of Hogg et al (1998) also support the success of attached the symbolic and emblematic meanings to sportswear brands. The youth showed facility in interpreting the symbolic meanings attached to the sports brands which were associated with the different sports stars (such as footballers, rugby players, athletes and tennis players) and with different sports (e.g. football and rugby.) Brand Loyalty Luring by good shoe with innovative functionality and athletic aspiration value, Nike has indeed come to mind and heart of its customers. By the mid of 1990s, 77 percent of male Americans from the age of 18 to 25 chose Nike as their favourite shoe, according to Rozanski et al (1999). The figure still remains stably despite of that up and down year Nike has been experience, gaining the high score of customer satisfaction at 79 percent rated by The American Customer Satisfaction Index Organization (2009). Figure: 3NIKE The American Customer Satisfaction Index Base- line 97 98 99 00 01 02 03 04 05 06 07 08 09 10 Previous Year % Change First Year % Change All Others NM 73 76 79 79 78 81 81 83 79 81 83 82 83 1.2 13.7 Athletic Shoes 79 74 74 76 79 76 79 79 82 77 76 79 79 80 1.3 1.3 NIKE 82 74 73 73 78 74 76 76 78 75 72 75 78 79 1.3 -3.7 adidas 75 74 74 75 78 73 76 74 77 75 78 77 78 78 0.0 4.0 Source: American customer satisfaction index organization, 2010 It could be said that loyalty to the Nike brand is driven by many external and internal factors such as brands subjective and objective characteristics and loyalty building programs. One visible example of creating innovative method to capture the strong relationships with Nike users is that creating Joga.com, a social network site for foot ball fans. Launching quietly in the early 2006, the site became an instant hit, peaking at 7.5 million viewers when Nike showed Ronaldinho video clips, according to Nike (2006). More than 1 million members from 140 countries signed up by mid July. In this site, fans can create their personal blogs, build communities around favorite teams or players, download video and organize pickup games. By enrolling consumers in building and shaping the content of the website, Nike pulled their loyal customers closer, nurtured deeper bonds of loyalty and advocacy. (Kotler and Amstrong, 2007) Brand Awareness Brand awareness is the first and crucial stage of consumers preference. It refers to the strength of a brands presence in the consumers mind (Aakers, 1996). Nike has been successful in building awareness. The Swoosh symbol has been appeared everywhere, on shoes, hats, billboards and soccer balls across the globe too remarkably to such extent that one author used the title The Swooshification of the World on Sports Illustrated column that imaged a future in which the swoosh could surpass sports to become a letter of the alphabet and the new presidential seal, among other things(Keller, 2008). True be told, the recognition of the swoosh is extremely high. According to Keller (2008), as of 2000, 97 percent of American citizens recognized the brand logo, as the strong brand penetration. The studying of Arona and Stoner (2009) on understanding brand personality also assists this fact. The findings indicated that Nike was perceived as a dominant force or authority in the market place, reaching at nearly 90 percent (Figure below) Figure 4: The difference between Nike and Adidas. Source: Arora, R. and Stoner, C. (2009) a mixed method approach to understanding brand personality, Journal of product and Brand management, 18(4), 272-283. The results of Ross and Harradines research (2004) on brand recognition and awareness on children is also supportive, which showed that Nike could be recognized consistently without identification of brand name, even by the youngest group (aged from 4 to 6 years old). This perhaps may reflect the general level of advertising and promotion that children are exposed to. How has Nike done to build brand awareness? Sponsorships, advertising and experience focused retailing (Nike town) are three vivid channels that Nike has applied to enhance its brand image and awareness. Among these strategies, athlete endorsements could be considered as the most significant success of Nike brand. Nike has been invested millions of dollars to associate their brand names with easily recognizable athletes with the aim of brand image building (1.6 billion dollars is spent on multiyear athlete endorsement by Nike according to Horrow (2007). Athletes at the top of their respective sport such as Micheal Jordan, Tiger Woods, and Lance Armstrong who are well liked and respected by members of the brands target audience are chosen as endorsers to associate the Nike brand with the athletes celebrity image. This strategy has been paid off, for example, since Tiger Woods and Nike cooperated, annual sales for Nike Golf have exceeded to nearly $500 million dollars with an estimated 24 percent growth per year in the first five years of the agreement (Pike, 2006 cited by Carlson and Donavan, 2008). Conclusion Since the Nike name is chosen in 1971 with the concepts of victory, success and speed, Nike has been keeping its great speed in the fierce competitive environment. Building brand image and its associations around a famous person and conducting the two way conversation with power consumers through innovative digital channels, Nike has hold the strong presence in the heart of consumers. REFERENCE Aaker, D., 1996. Building strong brands. New York: The Free Press Aaker, David A., 1991. Managing Brand Equity. New York: The Free Press Elliot, R. and Percy, L., 2007, Strategic brand management, Oxford: Oxford University Press Guinn, T., 2008. Advertising and Integrated brand promotion. South Western: South Western Educational Publishing. Keller, K., 2008. Best practice cases in branding: lessons from the worlds strongest brands. 3rd Ed. NJ : Pearson/Prentice-Hall. Kotler, P., and Armstrong, G., 2007. Marketing: an introduction. 8th Ed. N.J. : Pearson Prentice Hall Aaker, D. (2009) Beyond functional benefits, Marketing news, 30, 23-24. Arora, R. and Stoner, C. (2009) a mixed method approach to understanding brand personality, Journal of product and Brand management, 18(4), 272-283. Banister, E., and Hogg, M. (2003) Negative symbolic consumption and consumers drive for self-esteem, the case of the fashion industry, European Journal of Marketing, 38(7),850-868. Carlson, B., and Donavan, T. (2008) Concerning the Effect of Athlete Endorsements on Brand and Team-Related Intentions, Sport Marketing Quarterly, 17 (3), 154-162. Court, D. et al. (1997) If Nike can just do it, why cant we, The McKinsey quarterly, 3, 24-34. Hogg, M., Bruce, M. and Hill, A. (1998) Fashion brand preferences among young consumers, International Journal of Retail Distribution Management, 26 (8), 293-300. Ross, J. and Harradine, R. (2004) Im not wearing that! Branding and young children, Journal of Fashion Marketing and Management, 8(1),11-26. Ross, J., and Harradine, R. (2004) Im not wearing that! Branding and young children, Journal of Fashion Marketing and Management, 8 (1),11-26. Rozanski, H., Baum, A., and Wolfsen, B. (1999) Brand Zealots: realizing the full value of emotional brand loyalty, Strategy and Business Fourth Quarter ,19, [Online] Available at http://www.strategy-business.com/article/13741?gko=31937 The American Customer Satisfaction Index, Score by company NIKE, [Online] Available at: http://www.theacsi.org/index.php?option=com_contenttask=viewid=149Itemid=157c=NIKE (accessed 20/05/2010). Brandrepublic (2002) Superbrands Case Studies Nike, [Online] Available from:http://www.brandrepublic.com/news/148384/superbrands-case-studies-nike/(accessed 22/04/2010) Center for Applied Research CFAR (1998) Mini case study Nike -Just do it advertising campaign, [Online] Available from: http://www.cfar.com/Documents/nikecmp.pdf(accessed 20/05/2010) Datamonitor research (2009), Nike, Inc. Company profile, [Online] Available from: http://www.datamonitor.com/store/Product/nike_inc?productid=8E563969-FC1C-4D3A-8EEE-F9D79F81F0C3 (accessed 14/04/2010) Datamonitor research (2009), Global footwear industry profile, [Online] Available from: http:www. datamonitor.com (accessed 14/04/2010) Horrow, R. (2007), A countdown of 10 top sports and entertainment business issues, [Online] Available from http://community.foxsports.com/blogs/TheSportsProfessor (accessed 22/05/2010) Interbrands annual report (2009), Best global brands, , [Online] Available from: http://www.interbrand.com/best_global_brands.aspx?year=2008langid=1000 (accessed 14/04/2010) Keynote Report (2010), Clothing, Personal Goods Home Goods 2010, [Online] Available from: www.keynote.com (accessed 18/05/2010) National basketball championship, NBA Encyclopedia playoff edition, [Online] Available from: http://www.nba.com/history/players/jordan_bio.html (accessed 22/05/2010) Nike (2010), Company overview, [Online] Available from: http://www.nikebiz.com/company_overview/ (accessed 12/04/2010) Nike report (2000), Nike annual Report 2000, [Online] Available from: http://invest.nike.com/phoenix.zhtml?c=100529p=irol-reportsOther (accessed 16/05/2010) Puma (2009) About company, [Online] Available from: http://www.puma.com/about (accessed 12/04/2010) Sport+Markt Report (2008), Jersey Report 2008/2009 , [Online] Available from: http://www.sportundmarkt.de/en/reports/list/jersey-report-200809.html (accessed 18/05/2010) Superbrands (2002) Nike Company, [Online] Available from: http://uae.superbrandsmena.com/images/spreads/NIKE%204-4.pdf (accessed 22/04/2010)

Narcissistic Personality Disorder (npd) - Criteria :: essays research papers

<a href="http://www.geocities.com/vaksam/">Sam Vaknin's Psychology, Philosophy, Economics and Foreign Affairs Web Sites Please read CAREFULLY! The text in italics is NOT based on the Diagnostics and Statistics Manual, Fourth Edition (1994). the text in italics IS based on "Malignant Self Love - Narcissism Revisited" (1999) An all-pervasive pattern of grandiosity (in fantasy or behaviour), need for admiration or adulation and lack of empathy, usually beginning by early adulthood and present in various contexts. Five (or more) of the following criteria must be met: (1) Feels grandiose and self-importance (e.g., exaggerates achievements and talents to the point of lying, demands to be recognized as superior without commensurate achievements) (2) Is obsessed with fantasies of unlimited success, fame, fearsome power or omnipotence, unequalled brilliance (the cerebral narcissist), bodily beauty or sexual performance (the somatic narcissist) , or ideal, everlasting, all-conquering love or passion (3) Firmaly convinced that he or she is unique and, being special, can only be understood by, should only be treated by, or associate with, other special or unique, or high-status people (or institutions) (4) Requires excessive admiration, adulation, attention and affirmation - or, failing that, wishes to be feared and to be notorious (narcissistic supply) . (5) Feels entitled. Expects unreasonable or special and favourable priority treatment. Demands automatic and full compliance with his or her expectations (6) Is "interpersonally exploitative", i.e., uses others to achieve his or her own ends (7) Devoid of empathy. Is unable or unwilling to identify with or acknowledge the feelings and needs of others (8) Constantly envious of others or believes that they feel the same about him or her (9) Arrogant, haughty behaviours or attitudes coupled with rage when frustrated, contradicted, or confronted. Some of the language in the criteria above is based on or summarized from:

In measure for measure,the characters of Angelo and Isabella are similar

In measure for measure there are two characters that at first glance seem to be from two different worlds but a closer analysis shows that they are actually very similar. This is the case with Angelo and Isabella. When we first meet Angelo we see a ruthless leader who enforces the law as severely as he can and Isabella is the complete opposite, she is a virtuous and chaste young woman who was ready to devote her life to God. Both Angelo and Isabella have strict moral views; they both exhibit pride and are guilty of self deception. In scene, when Isabella and Angelo first meet straight away we can distinguish the similarities between them. For example, Isabella uses the same language as Angelo and the two of them are able to finish each other's sentences indicating that they are on the same thinking level and that they are actually not that different as both knew what the other was intending on saying. Isabella like Angelo is denying her sexuality. Isabella uses religion as a repression of sexuality where as Angelo represses his sexuality by enforcing harsh rules in Vienna regarding fornification and does not allow himself to express any feelings openly. One could argue that both Angelo and Isabella are sexually frustrated. Isabella is a pure and chaste young woman who happens to be in a corrupted society and it could be argued that her decision to join the nunnery was a way of sexual control and that she does not trust herself in the society that she is in and needs restraint â€Å"but rather wishing a more strict restraint† (1:4,L3). Angelo is a puritan and as a puritan he has to be able to control his sexuality which is why he doesn't express he desires or emotions and this leads to characters describing him as â€Å"a man whose blood is very snow broth† and in his soliloquy Angelo can't describe what he is feeling towards Isabella because he was never able to speak out openly about sex, emotions, love etc. â€Å"What's this?† â€Å"What's this?† (2:2, L 164) .For both of these characters repressing their sexuality discourages the audience from identifying with them. Another similarity that Angelo and Isabella both share is that they are put in a sordid situation by the Duke. The Duke put Angelo in charge of power whilst he left knowing full well that Angelo is a man made out of steel and will enforce the strict laws and as a result Claudio was condemned for fornification by Angelo who led to Isabella pleading for his life. The Duke is the only character who could intervene but chose not to. Isabella and Angelo are both troubled characters struggling to come to terms with their own inner nature. Both characters share their feelings and thoughts with he audience in soliloquy. Angelo (2:2) and Isabella (2:4) this is the only time that the audience can begin to understand these characters more and are able to empathise with them. One could argue that another feature both of these characters share is hypocrisy Angelo is an authoritive figure but does not practice what he preaches. He is a hypocritical character because he is condemning Claudio for fornification whilst going against his own law by asking Isabella to sleep with him.Similarly, Isabella readiness to give away another person's chastity (Marianna) is quite hypocritical because she refused to give up her own chastity because it was not morally right but was quite eager for Marianna to give up hers. It could also be argued that both Angelo and Isabella are selfish characters. Angelo's selfishness is evident in the way he abandoned Marianna due a lack of dowry and Isabella's selfishness is evident in the way she was prepared to value her own virginity more than her brother's life and the fact that she wanted Marinna to give up her virginity could also be seen as a selfish act. Both Isabella and Angelo are proud characters. Angelo is a proud man because he will not back down from enforcing the severe laws in Vienna even when Isabella pleads with him to spare her brother's life. I think Angelo feels that if he backs down then people will begin to take advantage of him as they did with the Duke so I think he feels it's imperative to be proud and honourable because that is the only way people will know you mean business and will look up to you. Isabella is a proud character in the sense that she would rather her brother lost his life rather than her give up her virginity to save him. To Isabella honour and pride means more than saving her own flesh and blood. â€Å"Die, perish†¦.not words to save thee† In conclusion, many critics have noted the similarity between Isabella and Angelo D.L Stevenson in his book, The Achievements of Measure for Measure, Ithaca 1966 notes the similarities between Angelo and Isabella, He claims ‘She is kind of observe of Angelo†¦ the play is only allowed to come to an end only at the moment of exact equivalence between Isabella and Angelo. It only ends s when Isabella has really become the thing she has argued for in Act II, merciful' (against all sense† the duke points out). What D.L Stevenson is arguing here is that in a sense Isabella looked up to Angelo because he was this authorative male figure but Isabella is also a strong female who was able to withstand pressure from this authoritive male figure. I agree with D.L Stevenson, I think that Isabella does look up to Angelo because he is a proud, authoritive being and I think in a way Isabella actually see a bit of herself in Angelo in the sense that neither of them can express themselves sexually as freely as they would have liked to therefore they resort to extreme situations to avoid confronting their true inner selves. They are both proud yet hypocritical characters who don't see any wrong in their own actions but are quick to blame others, for Isabella a prime example is when Claudio asked her to give up her virginity and she was outraged by what he suggested â€Å"O you beast!, O faithless coward!, O, dishonest wretch!† but yet she expected Marianna to do the exact thing she refused to do.

Water Abuse

Water is a vital to all human life, but people don’t know how they should limit their use of it, how their actions affect the purity of it, or how restricted water actually is. They do not know how to take care of water, or their environment. They need to realize that water should not be carelessly used for leisure. Also, recognize that they pollute their own water supply with chemicals and trash, and they do not seem to understand that there is a limited supply of water. Americans do not comprehend the actual meaning of water abuse, and how it applies to them.The abuse of water is going to revolve around how much American over use and waste it. People aren’t concerned or aware of the scarcity of water because they don’t see how it affects them directly. According to Karen Bouwer, in her essay â€Å"Women and Water†, the average â€Å"†¦use in the United States is 176 gallons per person per day. † (Bouwer 319) More than half of that percentage only includes bathing and flushing the toilet. While on the contrary, African nations â€Å"†¦average 10 gallons† per person per day if they are lucky. Americans probably would not be able to function without being able to use water whenever they may please.Although this may seem like something that can be fixed, the water pollution human’s cause put even more restrictions on water. Most people are aware that their trash ends up in the middle of the ocean, while some others are clueless. Some may not see how where â€Å"the trash man† drops their trash is of importance. But the reality is that most of the things that people put into their trash cans never decompose, or can take over 10 years to do so. The one thing that all Americans use everyday at some point of the day never decomposes is plastic.Over fifteen percent of all plastic made, ends up in the ocean. A majority of that fifteen percent ends up on the ocean floor. (Reuse It) For example, in San Ant onio, â€Å"†¦park personnel haul off more than 600,000 pounds of trash† (Harte 164) Plastic can over power the United States ocean water, which is one thing that puts limitations on water. Human’s thinks that water is somewhat endless because of what they learned in school, the water cycle. With the key terms condensation, evaporation, and precipitation Americans get the idea that water is always going to be in rotation.In reality, Americans are right water is in rotation, but all of that water is not usable. Yes, the water that humans drink and shower with does partially come from ground water, but people don’t understand how much water they actually have to use. Barely one percent of the water in the entire world is actually fresh and usable. That one percent is the only water that is clean enough to be considered usable by all Americans, which seems almost impossible to comprehend. Humans constantly use water and let it run without thinking. How would A mericans react if they didn’t have access to clean water anymore?They need to realize we do have an unlimited access. Americans should be aware that they are privileged to have virtually unlimited access to water. But most Americans seem to take advantage of this source, which ultimately affects everyone in the long run. Humans do not know how to limit their use of water because they’ve never had to so. These water abusers must be informed of their actions so that things can change. People need to start put limitations on how much they use water and make sure its 100% necessary to have it running.As well as, more American need to start recycling; the plastic doesn’t only affect humans, but marine animals also. Americans have to realize that the water that we currently have is all that we have. Work Cited â€Å"Water Facts. † The Water Information Program. 5 September 2012. Online Bouwer, Karen. â€Å"Women and Water. † The Water and Culture Reader. Southlake: Fountainhead,2011. 319-322. Print â€Å"Use and Toss Plastic Bottle Facts†. ReUseIt. 6 September 2012. Online Harte, Alexis. â€Å"San Antonio: A City Guided By Its River. † The Water and Culture Reader. Southlake: Fountainhead, 2011. 161-163. Print