Intermediate Accounting 14th Chapter 5

Questions 1. The balance sheet provides information about the nature and amounts of investments in enterprise resources, obligations to enterprise creditors, and the owners’ equity in net enterprise resources. That information not only complements information about the components of income, but also contributes to financial reporting by providing a basis for (1) computing rates of return, (2) evaluating the capital structure of the enterprise, and (3) assessing the liquidity and financial flexibility of the enterprise. 2. Solvency refers to the ability of an enterprise to pay its debts as they mature.For example, when a company carries a high level of long-term debt relative to assets, it has lower solvency. Information on long-term obligations, such as long-term debt and notes payable, in comparison to total assets can be used to assess resources that will be needed to meet these fixed obligations (such as interest and principal payments). 3. Financial flexibility is the abil ity of an enterprise to take effective actions to alter the amounts and timing of cash flows so it can respond to unexpected needs and opportunities.An enterprise with a high degree of financial flexibility is better able to survive bad times, to recover from unexpected setbacks, and to take advantage of profitable and unexpected investment opportunities. Generally, the greater the financial flexibility, the lower the risk of enterprise failure. 4. Some situations in which estimates affect amounts reported in the balance sheet include: (a)allowance for doubtful accounts. (b)depreciable lives and estimated salvage values for plant and equipment. (c)warranty returns. d)determining the amount of revenues that should be recorded as unearned. 5. An increase in inventories increases current assets, which is in the numerator of the current ratio. Therefore, inventory increases will increase the current ratio. In general, an increase in the current ratio indicates a company has better liqui dity, since there are more current assets relative to current liabilities. 6. Liquidity describes the amount of time that is expected to elapse until an asset is converted into cash or until a liability has to be paid.The ranking of the assets given in order of liquidity is: (1) (d) Short-term investments. (2) (e) Accounts receivable. (3) (b) Inventory. (4) (c) Buildings. (5) (a) Goodwill. 7. The major limitations of the balance sheet are: (a)The values stated are generally historical and not at fair value. (b)Estimates have to be used in many instances, such as in the determination of collectibility of receivables or finding the approximate useful life of long-term tangible and intangible assets. c)Many items, even though they have financial value to the business, presently are not recorded. One example is the value of a company’s human resources. 8. Some items of value to technology companies such as Intel or IBM are the value of research and development (new products that are being developed but which are not yet marketable), the value of the â€Å"intellectual capital† of its workforce (the ability of the companies’ employees to come up with new ideas and products in the fast changing technology industry), and the value of the company reputation or name brand (e. . , the â€Å"Intel Inside† logo). In most cases, the reasons why the value of these items are not recorded in the balance sheet concern the lack of faithful representation of the estimates of the future cash flows that will be generated by these â€Å"assets† (for all three types) and the ability to control the use of the asset (in the case of employees). Being able to reliably measure the expected future benefits and to control the use of an item are essential elements of the definition of an asset, according to the Conceptual Framework. 9.Classification in financial statements helps users by grouping items with similar characteristics and separating items with different characteristics. Current assets are expected to be converted to cash within one year or one operating cycle, whichever is longer—property, plant and equipment will provide cash inflows over a longer period of time. Thus, separating long-term assets from current assets facilitates computation of useful ratios such as the current ratio. 10. Separate amounts should be reported for accounts receivable and notes receivable.The amounts should be reported gross, and an amount for the allowance for doubtful accounts should be deducted. The amount and nature of any nontrade receivables, and any amounts designated or pledged as collateral, should be clearly identified. 11. No. Available-for-sale securities should be reported as a current asset only if management expects to convert them into cash as needed within one year or the operating cycle, whichever is longer. If available-for-sale securities are not held with this expectation, they should be reported as long-term inves tments. 2. The relationship between current assets and current liabilities is that current liabilities are those obligations that are reasonably expected to be liquidated either through the use of current assets or the creation of other current liabilities. 13. The total selling price of the season tickets is $20,000,000 (10,000 X $2,000). Of this amount, $8,000,000 has been earned by 12/31/12 (16/40 X $20,000,000). The remaining $12,000,000 should be reported as unearned revenue, a current liability in the 12/31/12 balance sheet (24/40 X $20,000,000). 14.Working capital is the excess of total current assets over total current liabilities. This excess is sometimes called net working capital. Working capital represents the net amount of a company’s relatively liquid resources. That is, it is the liquidity buffer available to meet the financial demands of the operating cycle. 15. (a)Shareholders’ Equity. â€Å"Treasury stock (at cost). † (b)Current Assets. Include d in â€Å"Cash. † (c)Investments. â€Å"Land held as an investment. † (d)Investments. â€Å"Sinking fund. † (e)Long-term debt (adjunct account to bonds payable). Unamortized premium on bonds payable. † (f)Intangible Assets. â€Å"Copyrights. † (g)Investments. â€Å"Employees’ pension fund,† with subcaptions of â€Å"Cash† and â€Å"Securities† if desired. (Assumes that the company still owns these assets. ) (h)Shareholders’ Equity. â€Å"Premium on capital stock† or â€Å"Additional paid-in capital. † (i)Investments. Nature of investments should be given together with parenthetical information as follows: â€Å"pledged to secure loans payable to banks. † 16. (a)Allowance for doubtful accounts receivable should be deducted from accounts receivable in current assets. b)Merchandise held on consignment should not appear on the consignee’s balance sheet except possibly as a note to the finan cial statements. (c)Advances received on sales contract are normally a current liability and should be shown as such in the balance sheet. (d)Cash surrender value of life insurance should be shown as a long-term investment. (e)Land should be reported in property, plant, and equipment unless held for investment. (f)Merchandise out on consignment should be shown among current assets under the heading of inventories. (g)Franchises should be itemized in a section for intangible assets. h)Accumulated depreciation of plant and equipment should be deducted from the plant and equipment accounts. (i)Materials in transit should not be shown on the balance sheet of the buyer, if purchased f. o. b. destination. 17. (a)Trade accounts receivable should be stated at their estimated amount collectible, often referred to as net realizable value. The method most generally followed is to deduct from the total accounts receivable the amount of the allowance for doubtful accounts. (b)Land is generally s tated in the balance sheet at cost. (c)Inventories are generally stated at the lower of cost or market. d)Trading securities (consisting of common stock of other companies) are stated at fair value. (e)Prepaid expenses should be stated at cost less the amount apportioned to and written off over the previous accounting periods. 18. Assets are defined as probable future economic benefits obtained or controlled by a particular entity as a result of past transactions or events. If a building is leased under a capital lease, the future economic benefits of using the building are controlled by the lessee (tenant) as the result of a past event (the signing of a lease agreement). 19. Battle is incorrect.Retained earnings is a source of assets, but is not an asset itself. For example, even though the funds obtained from issuing a note payable are invested in the business, the note payable is not reported as an asset. It is a source of assets, but it is reported as a liability because the com pany has an obligation to repay the note in the future. Similarly, even though the earnings are invested in the business, retained earnings is not reported as an asset. It is reported as part of shareholders’ equity because it is, in effect, an investment by owners which increases the ownership interest in the assets of an entity. 20.The notes should appear as long-term liabilities with full disclosure as to their terms. Each year, as the profit is determined, notes of an amount equal to two-thirds of the year’s profits should be transferred from the long-term liabilities to current liabilities until all of the notes have been liquidated. 21. The purpose of a statement of cash flows is to provide relevant information about the cash receipts and cash payments of an enterprise during a period. It differs from the balance sheet and the income statement in that it reports the sources and uses of cash by operating, investing, and financing activity classifications.While the income statement and the balance sheet are accrual basis statements, the statement of cash flows is a cash basis statement—noncash items are omitted. 22. The difference between these two amounts may be due to increases in current assets (e. g. , an increase in accounts receivable from a sale on account would result in an increase in revenue and net income but have no effect yet on cash). Similarly a cash payment that results in a decrease in an existing current liability (e. g. , accounts payable would decrease cash provided by operations without affecting net income). 3. The difference between these two amounts could be due to noncash charges that appear in the income statement. Examples of noncash charges are depreciation, depletion, and amortization of intangibles. Expenses recorded but unpaid (e. g. , increase in accounts payable) and collection of previously recorded sales on credit (i. e. , now decreasing accounts receivable) also would cause cash provided by operating activities to exceed net income. 24. Operating activities involve the cash effects of transactions that enter into the determination of net income.Investing activities include making and collecting loans and acquiring and disposing of debt and equity instruments; property, plant, and equipment and intangibles. Financing activities involve liability and owners’ equity items and include obtaining capital from owners and providing them with a return on (dividends) and a return of their investment and borrowing money from creditors and repaying the amounts borrowed. 25. (a)Net income is adjusted downward by deducting $5,000 from $90,000 and reporting cash provided by operating activities as $85,000. (b)The issuance of the preferred stock is a financing activity.The issuance is reported as follows: Cash flows from financing activities Issuance of preferred stock| $1,150,000| (c)| Net income is adjusted as follows:| | | Cash flows from operating activities| | | Net income| $90,000 | | Adjustments to reconcile net income to net cash provided by operating activities:| | | Depreciation expense| 14,000| | Premium amortization| (5,000)| | Net cash provided by operating activities| $99,000| (d)The increase of $20,000 reflects an investing activity. The increase in Land is reported as follows: Cash flows from investing activities:Investment in Land| $(20,000)| 26. The company appears to have good liquidity and reasonable financial flexibility. Its current cash debt coverage ratio is 1. 20, which indicates that it can pay off its current liabilities in a given year from its operation. In addition its cash debt coverage ratio is also good at . 80 which indicates it can pay off approximately 80% of its debt out of current operations 27. Free cash flow = $860,000 – $75,000 – $30,000 = $755,000. 28. Free cash flow is net cash provided by operating activities less capital expenditures and dividends.The purpose of free cash flow analysis is to determine the a mount of discretionary cash flow a company has for purchasing additional investments, retiring its debt, purchasing treasury stock, or simply adding to its liquidity and financial flexibility. 29. Some of the techniques of disclosure for the balance sheet are: (a)Parenthetical explanations. (b)Notes to the financial statements. (c)Cross references and contra items. (d)Supporting schedules. 30. A note entitled â€Å"Summary of Significant Accounting Policies† would indicate the basic accounting principles used by that enterprise.This note should be very useful from a comparative standpoint, since it should be easy to determine whether the company uses the same accounting policies as other companies in the same industry. 31. General debt obligations, lease contracts, pension arrangements and stock option plans are four items for which disclosure is mandatory in the financial statements. The reason for disclosing these contractual situations is that these commitments are of a lo ng-term nature, are often significant in amount, and are very important to the company’s well-being. 32.The profession has recommended that the use of the word â€Å"surplus† be discontinued in balance sheet presentations of owners’ equity. This term has a connotation outside accounting that is quite different from its meaning in the accounts or in the balance sheet. The use of the terms capital surplus, paid-in surplus, and earned surplus is confusing to the non-accountant and leads to misinterpretation. Brief Exercise 1. Current assets| | | Cash| | $ 30,000| Accounts receivable| $110,000| | Less: Allowance for doubtful accounts| 8,000| 102,000| Inventory| | 290,000| Prepaid insurance| | 9,500| Total current assets| | $431,500|Exercise (a)If the investment in preferred stock is readily marketable and held primarily for sale in the near term to generate income on short-term price differences, then the account should appear as a current asset and be included with trading investments. If, on the other hand, the preferred stock is not a trading security, it should be classified as available-for-sale. Available for sale securities are classified as current or non-current depending upon the circumstances. (b)If the company accounts for the treasury stock on the cost basis, the account should properly be shown as a reduction of total shareholders’ equity. c)Shareholders’ equity. (d)Current liability. (e)Property, plant, and equipment (as a deduction). (f)If an asset in process of construction is being constructed for another party, it is properly classified as an inventory account in the current asset section. This account will be shown net of any billings on the contract. On the other hand, if the asset is being constructed for the use of this particular company, it should be classified as a separate item in the property, plant, and equipment section. (g)Current asset. (h)Current liability. (i)Retained earnings. j)Current asset. ( k)Current liability. 4. GULISTAN INC. | Balance Sheet| December 31, 20XX| Assets| Current assets| | | | Cash| $XXX| | | Less: Cash restricted for plant expansion| XXX| $XXX| | Accounts receivable| XXX| | | Less: Allowance for doubtful accounts| XXX| XXX| | Notes receivable| | XXX| | Receivables—officers| | XXX| | Inventories| | | | Finished goods| XXX| | | Work in process| XXX| | | Raw materials| XXX| XXX| | Total current assets| | | $XXX| | | | | Long-term investments| | | | Preferred stock investments| | XXX| | Land held for future plant site| | XXX| |Cash restricted for plant expansion| | XXX| | Total long-term investments| | | XXX| | | | | Property, plant, and equipment| | | | Buildings| | XXX| | Less: Accum. depreciation— buildings| | XXX| XXX| | | | | Intangible assets| | | | Copyrights| | | XXX| Total assets| | | $XXX| Liabilities and Shareholders’ Equity| Current liabilities| | | | | Salaries and wages payable| | $XXX| | | Notes payable, short-term| | XX X| | | Unearned subscriptions revenue| | XXX| | | Unearned rent revenue| | XXX| | | Total current liabilities| | | | $XXX| | | | | | Long-term debt| | | | |Bonds payable, due in four years| | | $XXX| | Less: Discount on bonds payable| | | (XXX)| XXX| Total liabilities| | | | XXX| | | | | | Stockholders’ equity| | | | | Capital stock:| | | | | Common stock| | XXX| | | Additional paid-in capital:| | | | | Paid in capital in excess of par—common stock| | XXX| | | Total paid-in capital| | | XXX| | Retained earnings| | | XXX| | Total paid-in capital and retained earnings| | | XXX| | Less: Treasury stock, at cost| | | (XXX)| | Total stockholders’ equity| | | | XXX| Total liabilities and stockholders’ quity| | | | $XXX| 7. Current assets| | | | Cash| | $ 92,000*| | Less: Cash restricted for plant expansion| | 50,000| $ 42,000| Equity investments (fair value) (cost, $31,000)| | | 29,000| Accounts receivable (of which $50,000 is pledged as collateral on a bank loa n)| | 161,000| | Less: Allowance for doubtful accounts| | 12,000| 149,000| Interest receivable [($40,000 X 6%) X 8/12]| | | 1,600| Inventory (lower-of-cost (determined using LIFO)-or-market)| | | | Finished goods| | 52,000| | Work-in-process| | 34,000| |Raw materials| | 187,000| 273,000| Total current assets| | | $494,600| 8. a. Dividends payable of $1,900,000 will be reported as a current liability [(1,000,000 – 50,000) X $2. 00] b. Bonds payable of $25,000,000 and interest payable of $2,500,000 ($100,000,000 X 10% X 3/12) will be reported as a current liability. Bonds payable of $75,000,000 will be reported as a long-term liability. c. Customer advances of $17,000,000 will be reported as a current liability ($12,000,000 + $30,000,000 – $25,000,000). 12. VIVALDI CORPORATION| Balance Sheet| December 31, 2012|Assets| Current assets| | | | Cash| | $197,000| | Debt investments| | 153,000| | Accounts receivable| $435,000| | | Less: Allowance for doubtfulaccounts| 25,000| 4 10,000| | Inventory| | 597,000| | Total current assets| | | $1,357,000| | | | | Long-term investments| | | | Debt investments| | 299,000| | Equity investments| | 277,000| | Total long-term investments| | | 576,000| | | | | Property, plant, and equipment| | | | Land| | 260,000| | Buildings| 1,040,000| | | Less: Accum. depreciation| 352,000| 688,000| | Equipment| 600,000| | | Less: Accum. epreciation| 60,000| 540,000| | Total property, plant, and equipment| | | 1,488,000| | | | | Intangible assets| | | | Franchises| | 160,000| | Patents| | 195,000| | Total intangible assets| | | 355,000| Total assets| | | $3,776,000| Liabilities and Stockholders’ Equity| Current liabilities| | | | Accounts payable| | $ 455,000| | Notes payable (short-term)| | 90,000| | Dividends payable| | 136,000| | Accrued liabilities| | 96,000| | Total current liabilities| | | $ 777,000| | | | | Long-term debt| | | | Bonds payable| | 1,000,000| |Notes payable (long-term)| | 900,000| | Total long-term liabili ties| | | 1,900,000| Total liabilities| | | 2,677,000| | | | | Stockholders’ equity| | | | Paid-in capital| | | | Common stock ($5 par)| $1,000,000| | | Paid-in capital in excess of par| 80,000| 1,080,000| | Retained earnings*| | 210,000| | Total paid-in capital and retained earnings| | 1,290,000| | Less: Treasury stock| | 191,000| | Total stockholders’ equity| | | 1,099,000| Total liabilities and stockholders’ equity| | | $3,776,000| | | Sales| | $7,900,000| Investment revenue| | 63,000| Extraordinary gain| | 80,000| Cost of goods sold| | (4,800,000)| Selling expenses| | (2,000,000)| Administrative expenses| | (900,000)| Interest expense| | (211,000)| Net income| | $ 132,000| | | | Beginning retained earnings| | $ 78,000| Net income| | 132,000| Ending retained earnings| | $ 210,000| Or ending retained earnings can be computed as follows: Total stockholders’ equity| | $1,099,000| Add:Treasury stock| | 191,000| Less: Paid-in capital| | 1,080,000| Ending re tained earnings| | $ 210,000|

Marketing Plan for Sierra Nevada Brewery

The purpose of this document is to create a marketing plan for Sierra Nevada Brewery (SNB); specifically, developing a plan to expand the product line depth by launching a new product variation that incorporates Sierra Nevada’s traditional ale, with the flavor of blackberry. First, objectives are clearly established, followed by a situational analysis using a SWOT protocol. A market analysis is performed based upon the STP procedure, which directly leads to the marketing strategy. Financial projections are provided, along with strategy to implement the marketing plan, which leads to the final segment; evaluation and control metrics, which will be used to analyze the efficiency and effectiveness of the marketing plan.SNB is a financially strong company, as represented by research and their ranking as the #2 producer of craft beer in the United States. They have positioned themselves as being an elite craft beer producer by using high-quality ingredients, producing esteemed beer s, being socially responsible and ethical, and focusing on a niche market. The need and desire to be innovative, in conjunction with SNB’s goal to have a brewery on the East Coast in order to enhance their supply chain management, led to the proposal to introduce the of Blackberry Ale; their first flavored ale. Since SNB has effectively marketed all of their beers, adding the Blackberry Ale followed a similar strategy.The target consumers are educated, middle-to-upper-middle class professional men that refer to themselves as beer connoisseurs, and revere artisanal brewing. Blackberry Ale will be packaged and marketed as a premier craft beer and placed in urban areas with an upscale atmosphere. Pricing will be set competitively at $9.59 for a 6-pack of 12oz bottles. Based upon research, trends, and SNB’s history, the  recommendation is for SNB to launch Blackberry Ale in the first quarter of 2014, mirroring the grand opening of the new East Coast brewery in North Caro lina. Blackberry Ale is expected to increase SNB’s profitability and value; thereby, helping to continue the increasing strength of the SNB family brand. Marketing Plan for Sierra Nevada BreweryCompany OverviewSierra Nevada Brewery (SNB) was officially founded in 1979, in Chico, California. This small, college-town, located 90 miles north of Sacramento, sits at the foot of the Sierra Nevada foothills, for which the brewery is named after. What makes this brewery unique is its history. Ken Grossman, the founder and master brewer of SNB, started experimenting with homebrew in 1970, under the tutelage of his friend’s father; this is where his passion for brewing beer began to flourish.In 1976, Ken partnered up with Paul Camusi to take home brewing to a higher level. Since hops were scarce for home brewers in the 1970’s, Ken traveled to Yakima, Washington, to obtain whole-cone Cascade hops, which produce a citrus-pine flavor and aroma that makes SNB distinct. SNB is renowned for its illustrious beers, specifically for the hop-forward brewing method, which adds distinctive flavors and aromas to the beers. As the demand for SNB’s esteemed beers rapidly began to outpace supply, Ken expanded into a local warehouse, brewing out of defunct stainless steel tanks that he recovered from dairy farms in California and Oregon. Since 1980, SNB has continued to expand and capture a larger portion of the market share.Objectives and GoalsSNB wants to provide high quality beer to consumers throughout the United States; furthermore, they want to introduce new specialty products, such as flavored beers. With the determination and resources that SNB possesses, they have positioned themselves into becoming the top-rated premium brewery in the U.S. According to McCurry (2012), â€Å"Sierra Nevada is the No. 2 U.S. craft brewer in terms of sales behind Sam Adams. It plans to have an initial capacity of 300,000 barrels and will employ 90† (para. 2). An increasing demand for SNB beer in the Eastern U.S., combined with additional transportation costs has necessitated the establishment of an East Coast brewery.A major objective of SNB is to build a brewery on the East coast,  allowing them to efficiently market their premium beers to include all states east of the Mississippi River, while adding value to the overall organization. McCurry goes on to state: For a decade, Sierra Nevada served eastern markets very efficiently, using a lot of piggyback rail with refrigerated containers. Bottle-aged beer has to be refrigerated, and it's expensive to run across the country, but the company did it very successfully. As the market grew in the East and capacity constraints started to be reached in Chico, it became obvious that what is needed is a new brewery and it should be built in the East to address cost and service issues. (para. 9)The addition of an East coast brewery should strategically position SNB above Sam Adams, therefore claimin g the number one spot in craft beers, and further increasing the SNB brand. Specifically, the objective is to expand their product line and break into the growing flavored ale market. Situational AnalysisSNB holds a relatively strong position in the beer industry. Their strengths are perhaps the organization’s greatest asset. SNB’s state of the art, on-site R&D Department, has positioned them to be an elite brewery, by providing pristine and innovative beers. This allows them to differentiate themselves from competitors. â€Å"The investment in the science of brewing made Sierra Nevada widely regarded as one of the most sophisticated research and quality focused breweries in the world† (Sierra Nevada, 2013, para. 23). Additionally, SNB prides itself as being a progressive-green and socially responsible company; the nation’s largest private solar array provides 1.5 megawatts of electricity, while the on-site auditorium houses community events.Strengths Wea knesses Opportunities Threats On-site R&D #2 craft brewery Expand to the East coast where SNB has a small presence. Intense competition from other craft breweries Strong brand name Small company; limited resources for promotions and advertising Enhance supply chain management Anti-drinking campaigns Green and socially responsible; sustainability One manufacturing location Growing preference of consumers for higher quality craft beers and flavored ales. Health concerns of consumers about beer consumptionOne key element that adds value to SNB is Ken Grossman’s continuous concern for the environment and the community: Their installation of four 250-watt co-generation fuel cells earned them a visit from Governor Arnold Schwarzenegger. They have long had the first largest private installation of solar panels in the nation. They engage in heat recovery, CO2 recovery, water recycling, bought their own cows to eat their spent grains, and they don’t believe in buying carbon off sets.And now, they have a new composting system—all presented with â€Å"again, it’s not the greatest ROI† from Grossman, â€Å"but it’s the way we want to do things around here, it’s part of our story.† (Chang, 2010, para. 4) SNB sets the bar high for organizations in being ethically and socially responsible. Although SNB can save money by cutting corners, they continue to take the high road and focus on the well-being of the community, as well as the environment.Market AnalysisCurrent trends and data indicate craft breweries are gaining market strength. The long term dominance by large beer manufactures is declining. According to Ciccone (2012), â€Å"In 2011, all top 25 craft breweries experienced increases in revenues. Craft breweries recorded 15 percent growth in volume of barrels shipped, compared to a 1.5 percent decrease in the beer industry overall† (para. 2). SNB received second place honors during 2011 in Best-Selling Craft Beers. #2 – Sierra Nevada Brewing Co.Location: Chico, Calif. Barrels Sold in 2011: 858,000 — 9.2 percent increase since 2010 Popular Brands: Sierra Nevada Pale Ale, Ovila Abbey AlesJulia Herz, Craft Beer Program Director for the Brewers Association, stated,  Ã¢â‚¬Å"A light American lager no longer satisfies every taste. Americans have developed a discerning palate, so if it's not world class quality, it won't survive† (Ciccone, 2012, para. 3). The market for craft beers is growing, and SNB is positioning itself to dominate the craft beer market. SNB’s strength is becoming more apparent, as they continue to gain market share every year. Clarke (2012) stated that a 2011 study indicated craft beer grew by 16.3%, the largest growth by any beer category; furthermore, 11% of craft beer’s growth arose from new drinkers in 2010, compared to an astounding 46% in 2011. An import element for SNB to consider it that Millennials account for 46% of new craft b eer drinkers.The market for craft beer continues to grow at a rapid rate; additionally, all of this growth is occurring during difficult economic times. The overall success of SNB can largely be attributed to its marketing strategy. They segmented the market by focusing on beer drinkers in the U.S. market. SNB further segmented the market down to craft beer consumers. The craft beer segment does not include low-income, uneducated, party-oriented beer drinkers. SNB targets male craft beer consumers, as marketing strategies have indicated that targeting woman can have an adverse effect. Clarke (2012) goes on to say that women are apt to project contemptuous ridicule towards beers that are marketed as being women-friendly, especially if the beer is specifically targeted to them.Specifically, SNB targets College educated, middle-to-upper-middle class professional men, ages 21-44 years old that refer to themselves as beer connoisseurs, and revere artisanal brewing. â€Å"By volume, 80% of craft beer was enjoyed by white (non-Hispanic) consumers, over half of them in the 21-44 year age bracket. More than 75% earned at least $50,000/year, and 43% were college-educated Craft beer connoisseurs, as they prefer to be called, savor the distinctive taste and aroma of craft beers† (Clarke, 2012, para. 6). With the target consumer being established, SNB can effectively position themselves.Craft beer connoisseurs are already aware of the prestigious SNB image; therefore, positioning the new craft beer innovation will ensure that consumers perceive the product as a premier, black berry-flavored craft beer, created for the affluent craft beer connoisseur. Marketing StrategySNB’s product, a blackberry flavored ale, is the first flavored beer that  they will produce. â€Å"There are a lot of new flavors out there, and beer drinkers are willing to try brands they haven't tried before because they trust the category, Gatza says.† (McCurry, 2012, para. 62). By offering flavored ale, SNB strategically appeals to its current consumer based, as these consumers will want to try the latest creation, while increasing market penetration by acquiring new consumers who are intrigued by the new product and want to try it.The new product is Blackberry Ale; an amber colored light ale with the subtle flavor and deep notes of blackberry. This premier brew will be packaged in dark glass bottles. Tastings (n.d.) emphatically encourage the use of dark glass bottles, as they inhibit the photochemical effect produced by daylight, specifically, the ultraviolet spectrum, which can create â€Å"off flavors† and degrade the freshness of the beer. Additionally, twist-off crowns don’t protect beer against oxidation as well as pry-off crowns; therefore Blackberry Ale will include pry-off crowns. An adhesive label, containing product information and displaying the illustrious SNB logo, will be applied to each bottle. Finally, the label will display t he brand-Sierra Nevada Blackberry Ale; thereby, using a family name brand strategy. Distribution StrategyBlackberry Ale will be distributed strategically through select retailers as to protect SNB’s premier image, while increasing market penetration: Taprooms Upscale restaurants High-end bars and clubs Gourmet specialty stores Beer and wine bistros Prosperous grocery storesIndirect distribution using established partnerships will facilitate the placement of Blackberry Ale into the selected retailers. This link provides a list of all established distributor partnerships throughout the U.S.: http://www.sierranevada.com/distributors/ Pricing StrategySNB’s price will reflect a premium price as their products are known for being high-quality and in accordance to the product positioning. They already benefit from having an effective pricing strategy; therefore, Blackberry Ale will be priced in-line with SNB’s current beers that are  already on the market, while bein g competitively priced with SNB’s strongest craft beer competition, Sam Adams Blackberry Witbier. Therefore the price for Blackberry Ale will be set at $9.59 for a six pack of 12oz bottles.Promotion StrategyIn order to promote the latest addition to the Sierra Nevada line, a multitude of media and promotions will be used to facilitate the product’s introduction into the market: Advertising PromotionSocial media including Facebook, Twitter, Linkedin, and Google+ Advertising in key magazines: The Beer Connoisseur, DRAFT, Ale Street News, Northwest Brewing News, The Celebrator Beer News, Great Lakes Brewing News, Yankee Brew News, Brew Your Own, Beer Advocate , Ask Men, Maxim, Esquire, GQ, Details, and Sports Illustrated Sales PromotionFree 4oz sample coupons (limited time only-90 days)Free 4oz samples when product is only available on-tap (limited time only) $2.00 off introductory coupons (expires after 90 days)Buy 3, get 1 free (buy any 6-pack of SNB beer, get 1 free 6- pack of Blackberry Ale-90 day promotion) All promotions will terminate after 90 days of product introduction to assess the effectiveness of the promotions and determine future courses of action. Financial ProjectionsThe chart below, provided by the Brewers Association, clearly illustrates the continuous growth of the craft beer industry. Based upon research and the strong financial position of SNB, adding the Blackberry Ale brand to the organization can only increase the profitability and value of the organization. Each time SNB has added depth to the Sierra Nevada line, the company has only prospered financially, and in terms of gaining exposure, which adds value to the organization. Additionally, the community has benefited from SNB’s success, as SNB has been proven to be a strong player in social responsibility.SNB anticipates the production of a new, East Coast brewery in 2014, will support its objectives, and while increasing the profitability of the organization. The ad dition of a second brewery strategically adds value to  the organization as it enhances supply chain management, increases awareness, while potentially doubling production and capacity. it is estimated that after introduction sales of Blackberry will grow, reaching 1% of SNB beer sales after 1 year. Blackberry Ale is expected to break even and become a profitable product, based on expected sales and costs of introduction into the market. Implementation PlanBlackberry Ale has already passed all necessary guidelines established by SNB. As the fourth quarter quickly approaches, SNB will continue its successful strategy of producing Celebration Ale; a highly demanded brand that is synonymous with the holiday season. SNB is fearful that launching Blackberry Ale during this time would conflict with the established and successful release of the seasonal Celebration Ale; therefore, the launch of Blackberry Ale into the market is planned to coincide with the grand opening of the new brewer y, under construction in North Carolina, which is the first quarter of 2014.Evaluation Metrics and ControlSNB has determined it will analyze the addition of Blackberry Ale, ninety days after the launch of the product into the market. All introductory promotions will terminate after ninety days to access the future profitability of adding flavored ale to the brand line. Additionally, Blackberry Ale will be analyzed again each month, for the next three months to determine how the new product sales without added promotions. After six months, a thorough analysis focusing on sales, market share, brand recognition and profitability will be used as evaluation metrics, to determine the profitability, and future of Blackberry Ale.

Restaurant Business Plan Essay

Entrepreneurs who start new restaurants may overestimate the size of the market in their area and not take into account the tough competition they will face from established restaurants with loyal clientele. Doing a feasibility study prior to investing the time and money to open a restaurant can help an entrepreneur make a more informed decision about the venture’s chances of success. Starting or running a restaurant? These practical tools can help.www.virtualrestaurant.com Obtain Market Statistics Studying demographic characteristics such as age and income will help you estimate the size of your potential market. If you are planning a mid-price, family-style restaurant for example, you need to know how many families reside in your area. A heavy population of singles or college students will probably not support your restaurant. The U.S. Department of Commerce Census Bureau website is a good place to begin your research. Evaluate Potential Locations A high-traffic location is preferable, one close to major streets with lots  of visibility to vehicle or pedestrian traffic. Make sure parking is ample and easy for customers to access. Look for businesses in the area that could create demand for your restaurant — large office complexes, hotels or retail centers for example. Be sure to consider the tradeoff between a location’s suitability and the lease cost. Saddling a new restaurant with a lease payment that is too high can make it extremely difficult for the venture to reach positive cash flow. Related Reading: Business Plan Vs. Feasibility Study Review the Competition Look not only at the total number of restaurants in your immediate area but also at the styles of restaurants that are prevalent. Consider whether your area is already saturated with restaurants similar to the concept you will be offering — similar cuisine, price point and target markets. Analyze the strengths and weaknesses of each major competitor and determine whether your proposed restaurant will stand apart from competitors and be memorable to customers. Study the Industry Join your state or local restaurant and hospitality organizations. Attend their meetings, talk with other restaurant owners and review any statistical information they publish about the growth and health of the industry. The National Restaurant Association also publishes studies and statistics about industry trends and growth. Decide whether given the current economic environment it is advisable to launch a new restaurant. Find out if any restaurants in the area have closed in the last two years and why. Look at Your Cost Structure Once you have a good idea what type of food you want to offer, break down the cost of each menu item. Determine who your major suppliers will be and ask them for pricing. Software programs are available to help you accurately calculate projected food cost. You may consider reducing the number of items on your menu to keep food cost down. You may also find that given the food cost projections, the prices you will have to charge are higher than your  local market will support. Evaluate Management Capability An entrepreneur contemplating opening a restaurant should take a hard look at whether he has the skill set and experience to make the venture a success. He should ask himself whether he has the eye for detail to maintain high customer satisfaction. He needs to be able to train and motivate staff members who may have limited experience or education. He needs to understand how to make the kitchen operation run smoothly. He may determine that it is not feasible for him to be the general manager of the restaurant’s operations and elect to hire a manager who already has a track record of success in the industry.

Marketing The Persuaders Essay Example | Topics and Well Written Essays - 1000 words

Marketing The Persuaders - Essay Example It should be noted that advertising campaigns are often the company's ticket in gaining the market's attention and patronage. An example of showing the importance of market research is Rapaille who stated that a lot of products have failed to succeed because advertisers were not so keen in their marketing research resulting to sending off codes in their advertising campaigns which discourages them to buy the advertised luxurious products. It is irrefutable that customers are being bombarded with thousands of advertisements everyday which, instead of attracting customers, create distraction and confusion in their minds. This confusion and distraction comprise the "clutter." The video states that a company which tries to break the clutter will only become a part of it. However, some measures may be effective. In order for the company to break into the clutter, it must conduct an intensive and extensive marketing research in order to gain information on how to efficiently communicate with its customers. The company should be able to launch a campaign which stands out from the rest of its competitors and other companies. It is also very important that the business organization is able to deliver the value and satisfaction that it promises in its campaigns. 3. How would you describe the Song communication campaign Strength/weaknesses. Would you have supported it as a VP marketing for Song Why/why not Song's communication campaign is not efficient as evidenced by the very low of brand recall. The airline's advertising campaign did not gain the reception that the managers were hoping for. Song has an untapped and very good target market-women. The process of coming up with the marketing campaign is also very impressive. However, it can be seen that the company's communication campaign is very much different from the image that it want to convey. The company wants to market itself as a hip and trendy airline but its television advertisements shows "fun." The marketing campaign also fails to differentiate Song from its competitors neither does it identify the company as an airline. Also, Song has also seemed to suffer from relying on television advertisement. Technology nowadays allows watchers to zap commercials to turn to other programs. The company should have utilized other channels for its ads like women magazines and even fashion shows. I believe that song needs a better communication campaign which is more competitive and captivating. I will not recommend the current advertising strategy because of its inability to stand out and failure to deliver to the customer the message that it intends to convey. 4. What do you think about motivation research using projective techniques as the ones seen in the video (storytelling/drawings) Do they lead to credible/valid results Is it ethical for marketers to get in our minds Motivation research

Bipolar Disorder Research Paper Example | Topics and Well Written Essays - 2000 words

Bipolar Disorder - Research Paper Example With bipolar disorder comes many complications, but there are equally as many treatments in the ongoing battle against this disorder. Causes and Risk Factors Bipolar disorder is among the emotional disorders that has no definite cause. Regardless of the advances made in understanding this disorder, concrete causes are still being questioned and further investigated. However, there is an array of potential causes and risk factors that are believed to play a role in the development of bipolar disorder. Such factors include biological differences, hormones, neurotransmitters, inherited traits, and an individual’s environment. Biological differences, hormones, and neurotransmitters are vital aspects to the workings of an individual’s mind. If even one detail is off mark, the individual can experience a plethora of disorders, including bipolar disorder (Miklowitz & Cicchetti 229). It has been noted that many people who have been diagnosed with bipolar disorder have physical alterations to their brains that do not exist in the brains of people who do not have the disorder. It has not been determined as to what causes these changes, but they are one of the characteristics that many bipolar disorder sufferers have in common. Likewise, an imbalance of neurotransmitters, which occur naturally in the brain, are thought to play a part in the causation of bipolar disorder. This imbalance can come in the form of too many or not enough neurotransmitters, or neurotransmitters that are not reacting as they should. The same can be said about an imbalance of hormones. Should an individual have too many or too few hormones, they risk developing bipolar disorder. Since these two features of the brain are important in defining one’s mood, any off-set can trigger many mood disorders, including bipolar disorder. Bipolar disorder is also believed to be a result of genetics, though the genes connected to the disorder are still to be determined. All the same, it has been shown that bipolar disorder is more common in individuals whose blood family, such as a parent or sibling, has a history of bipolar disorder or other mood disorders. Indeed, if there is a history of mood disorders, the risk of an individual developing the disorder themselves increases significantly. This connection has become too common to be just a coincidence, and doctors and scientists continue to look for the gene that may be linked to bipolar disorder. Finally, an individual’s environment is thought to be associated with the onset of bipolar disorder. â€Å"Genes are the bullets, but environment is the trigger† (Grieco & Edwards 63) is the agreement when it comes to most mood disorders. An individual might be prone to bipolar disorder, but they may not show symptoms of this disorder until their environment takes its toll. Stress, abuse, or a significant loss can trigger the start of bipolar disorder. Someone may have the makings for a mood disorder, though qu ite a few people go their entire lives without realizing it because they are not subjected to certain trigger events in their lives. There are also factors that can increase one’s risk of developing bipolar disorder. As previously mentioned, having blood relatives who have been diagnosed with a mood disorder increases one’s chances of developing bipolar disorder. Being subjected to periods of high stress or major life changes can drastically alter

Raymond carver's cathedral Essay Example | Topics and Well Written Essays - 250 words

Raymond carver's cathedral - Essay Example Life is so mysterious he thought as the two men discussed over the issues with his boss oblivious of the relationship between the blind man and the wife. Ali sprang into action when he was ordered to get a heavy paper and a pen to draw a cathedral. Ali was fond of paintings and had even bought two or more paintings for his girlfriend during her birthdays. Ali came back carrying the piece of paper he thought would be good for drawing. At the moment, he was the only audience to the art making process. Ali watched in amazement as his boss and the blind man drew the cathedral on the paper. The wife joined a minute later and they watched together as the two men drew the cathedral with their eyes closed. By the time the two men were done with the drawing, Ali could not help realizing the true nature of humanity. According to Ali, this was the most defining moment, which defined the true meaning of sight versus

Same-sex marriage Essay Example | Topics and Well Written Essays - 1000 words - 1

Same-sex marriage - Essay Example Same-sex marriage first became a reality in America in the year 2004, when the Supreme Court in Massachusetts actually ruled that it was necessary under the equal protections clause of the states Constitution. Connecticut in reality began permitting same-sex marriages in the fall of 2009. In April 2009, Iowas Supreme Court ruled in favor of permitting same-sex couples to marry, also giving advocates an important first victory in the nations heartland and thwarting the notion that only the Northeast will permit it. 7 April 2009 the Vermont Legislature made the difference. â€Å"Jim Douglass veto of a bill permitting gay couples to marry, mustering precisely enough votes to conserve the measure. This step made Vermont the first state to actually permit same-sex marriage through legislative action instead of the ruling of court.† (Boswell, John) Two more states--New Hampshire and New Jersey--recognize civil unions for same-sex couples; an intermediate step that supporters say has made same-sex marriage seem less scary. New England remains pivotal in same-sex marriage movement, with a campaign under way that will extend marriage rights to gay men and lesbians in all six of the regions states by 2012. The meaning of marriage gets completely redefined when two men marry each other and the same has become an issue that has come to the limelight. Gay marriage is a serious threat and it challenges the nature too and this is because two men can never reproduce and take their generation forward. They can adopt a child but they can never fulfill the gap left, that gap can only be fulfilled by a mother. The divorce rates are extremely high when two men or women marry each other and research goes to prove it. Heterosexual divorces are much less than homosexual divorces and this is another reason why people oppose gay marriages. Gay marriages have also come under intense scrutiny with regard to the tradition that the world has been following for many years. When

First, choose an organisation that interests you based in the UK or Assignment

First, choose an organisation that interests you based in the UK or abroad - Assignment Example Currently, British Airways has been branded as one of the first airlines in adaptation of green technology and environmental friendly strategies. British Airways was among the leading companies to be among the schemes of European Countries decreasing greenhouse emissions. In addition to the innovative improvements towards the ways in which passengers fly, the company has also undergone huge revolutions. The passengers can print their own boarding pass thanks to British Airways. Among other developments initiated by the airline is the ongoing developments in Heathrow airport which is the busiest airport in the United Kingdom The 2008 economic crisis affected the airline in terms of revenue. Nevertheless, with the recent mergers changes and in air trade regulations and policies, the company’s future is bright and there are a positive sign for British Airways both in domestic and foreign markets. The annual report of the company has always emphasized on how much the company would wish to become one of the best responsible airlines in the world and designing of the guiding principles together with careful strategic direction will ultimately allow the achievement of the desired goals (Porter, 2002) Customers-even though customers are the greatest source of the company’s profits, they have less impact on how the company is being managed. British Airways wants to maintain the existing customers and attract new customers. Employees-they have the ability to influence the customers. The reduction the company has to make, though, leads to employee dissatisfaction. The cabin crew have mostly expressed their demands through strikes and go-slows Competitors-British Airways is the leading airline with a turnover of  £8.99 billion per year. Though British Airways is the market leader, airlines that adopt low cost strategy can affect decision making of the company Suppliers-Airbus

Overpopulation on Earth Essay Example | Topics and Well Written Essays - 500 words

Overpopulation on Earth - Essay Example He leaves a conclusion using this argument: "a planet with relatively few people, each of whom can live with dignity and a high quality of life, is far superior to a world where too many people, awash in pollution, stretch resources to the breaking point, and where billions struggle to survive at mere subsistence levels". Benjamin Zuckerman creates a topic that is really interesting and timely. His purpose of delivering his theme and thesis make the readers understand very well the situation as well as the main idea of the essay. But unfortunately, Benjamin Zuckerman fails to write his essay in a rhetorical manner. Although he uses some of the metaphorical questions and symbolism as he mentioned angels and pin which represent people and the Earth, still, the theme will be loved only by the topic-lover audience, it will not pass to the standard of good writers and keen readers. The style of the essay reflects the writer being a proletarian even though his viewpoint has a great sense. The topic is effective but he placed it inappropriately.

International Business Essay Example | Topics and Well Written Essays - 500 words - 10

International Business - Essay Example al flaws of the gold standards during the world war one and policy responses by various economies that led to unpredictable international monetary contraction and deflation. In essence, the tying of countries’ money to gold is noted as directly responsible for the onset of the great depression, for example, Hubbard (1991) notes that countries which abandoned the gold standards earlier enough recovered from the great depression comparative to those that remained on gold. Hubbard, (1991) attributes the collapse of the gold standard to its mismanagement by global financial stakeholders during the interwar period most specifically, the 1920s and the 1930s. They establish that after the World War I, the redrawing of international boundaries limited free circulation of both real bills and consumer goods leading to the distortion of the gold standards. This led to the scuttling of the bill market and the ultimate government control of foreign trade in consumer goods favored due to political rather than economic interests thereby leading to a large scale collapse of the gold standards. According to Hubbard, (1991), the gold standard also collapsed as a result of sabotage by countries during the interwar period rather than the general belief that it collapsed due to its inner contradictions. Additionally, banking panics in the 1939s initiated by deflation which was imposed by the gold standard interfered with the normal flows of credit thereby negatively af fecting the performance of the real economy. Researches indicate that there have been repeated calls for policy considerations for a return to the gold standard due to the growing disillusionment with the presently favored politically controlled monetary policy. The case presented by proponents is that budget deficits and massive federal borrowings would be difficult to finance under the gold standard. They note that at present, the paper money system poses a number of problems hence various treasuries and

Movie comment Review Example | Topics and Well Written Essays - 500 words - 7

Comment - Movie Review Example Ethan is older, more aggressive, and ready to fix every problem by shooting everybody involved, including the poor victims who have been captured. Ethan is much younger, and while he is prepared to go looking for the native people involved in the raids, and use force against them if necessary, his main objective is to save the captives and restore them to their families. This difference is shown very clearly in the scene where Ethan finds Debbie, kills the man who captured her, and then aims his gun at her as well. Martin chases after Ethan, and it is clear that the struggle between the two men is unequal. Ethan is in a stronger position because he is on a horse, while Martin is on foot, like Debbie. When Martin places himself directly in front of the woman, protecting her from Ethan’s gun, even at the risk of his own life, he saves her. This heroic action highlights the extremism of Ethan’s position and makes the audience think about the cycle of violence that results when people are obsessed with the need for revenge. Martin’s concern for Debbie acts as a bridge between Ethan and Debbie, because Ethan recognises his own shameful attitudes and changes his position so that he eventually carries Debbie back to her family. Question 2: To a viewer seeing this film in 2011 The Searchers might come across under analysis as a contradiction.   It is a beautiful work of art, but reflects extreme racism towards Native peoples. Offer a critique expressing how these two elements were blended so that someone watching the film for the first time might understand and recognize the racism, fear of miscegenation, and justification for genocide without hating the film. It is very hard not to like The Searchers. One reason is the overwhelming talent of a mature John Wayne, playing his usual type of cranky hero. Another reason is the stunning cinematography of John Ford who recreates the white settlers’ folksy interiors against a stunning

The Arab Spring Uprising Essay Example for Free

The Arab Spring Uprising Essay While each country fights for individual basic rights, which are usually area specific, there are a few rights every country is protesting against including government corruption, economic decline, unemployment and abject poverty. Role of Technology Many have speculated on the role of technology and the use of social media in the uprisings of the ‘Arab Spring’, with some going so far as to conjecture the role of technology in the revolutions’ communication and collaboration is unprecedented. West, 2011) The mostly educated and unemployed youth of these countries were at the heart of many of these conflicts and actively used social media sites like Twitter and Facebook to coordinate with fellow protestors in a quick and efficient fashion. (Democratist, 2011) The use of these social networks gave the protestors the ability to share times amp; locations with large groups instantly and allowed them to present a much more organized front than was previously imagined possible. International news sites like Al-Jazeera and Wikileaks provided protestors with the ability to acquire much needed outside news from media not owned by the country’s government and gave protestors the ability to communicate with the world about their trials and triumphs. Internet usage was not always freely allowed by these countries and in the midst of their revolution, President Mubarak’s government cut off internet accessibility throughout most of Egypt for a period of time. Tunisia After what is believed to have been the catalyst for the uprising known as ‘Arab Spring’, Tunisia’s own uprising began in December, 2010 after merchant, Mohamed Bouazizi, caught himself on fire in the middle of Sidi Bouzid to protest police corruption in the country. Not long after that, thousands of civilians began to take to the streets calling for the resignation of then-President Zine El Abidine Ben Ali and democratic reform. According to Tunisian government records, approximately 223 people were killed as a direct result of the protests. After 28 days of protests and international media attention, President Ben Ali abdicated his power, fled the country to Saudi Arabia, and his government was removed from power shortly afterward. Since the revolution, the county has had its share of continued protests, held its first semi-democratic elections in over 20 years and has put an interim government into power. Egypt Formed shortly after the Tunisian uprising, Egypt’s own upheaval began on January 25th, 2011 and lasted a full 18 days before wrenching the autocratic President Mubarak and his government from power. During these 18 days, Egypt saw a flood of protests take place around the country and most notably within Cairo’s Tahrir Square; these protests quickly took a turn for the violent with protestors frequently ramping up between Mubarak supporters and the oppositions. Though Mubarak at first refused to step down from the presidency, after international pressure and an escalation of violent protests, he announced on February 10th that he would step down and hand over his presidency to the vice president. In the last year however, protests have continued at the perceived sluggishness of the new governing forces to bring much needed economic and social reforms to the country. Yemen Initially started as a protest over changes to the constitution, corruption and prevalent unemployment, Yemen’s revolution brought with it the ousting of President Saleh. Embattled President Saleh long faced opposition from his inner cabinet from as early as 2009 over governmental corruption, as well as poor social and economic conditions in the country. Protests started on January 27, 2011 and raged for over a year before, after an attempt on his life in June, 2011, President Saleh fled the country and Vice-President al-Hadi took over the governing of Yemen. In February of 2012, Saleh stepped aside and allowed the newly elected President Abd al-Rab Mansur al-Hadi to maintain governance within the country. Amid the recent firings of the deposed President’s inner circle, Ali Abdullah Saleh denounced the revolutions taking place around the Arab world and suggested that peace may not be found easily in Yemen. (Associated Press, 2012) Libya What began as a protest over the conditions for civilian living and corruption, quickly gained steam and formed in a civil bloody war, pitting so-called rebels against those loyal to the current President Qaddafi. After more than 40 years of power, Qaddafi found himself at the helm of a battle for his very Presidency and the nation’s government. Citizens of Libya gained hope from the outcome of Tunisian revolution and six months after the first protests, Colonel Qaddafi was killed by rebel forces; the country was declared liberated from his reign not long after. The revolution in Libya was supported in part by a United States backed coalition which provided air support to the Libyan rebel forces and helped bring an end to the bloodshed and oppression. (The New York Times, 2012) Libya’s fight for independence and liberty, one of the bloodiest in recent memories, has not ended in peace for the Libyan people yet. In 2012, a solid and unifying government has yet to gain control and the country has been broken up into semi-autonomous states with militias governing individual areas. Similar Timing, Different Solutions While there are some similar themes which flow through each revolution, including the timing and as the prevalence of educated, yet unemployed youth protestors, the systems of governments being protested against and the solutions for change vary widely from country to country, as author Lisa Anderson reminds readers in Demystifying the Arab Spring (2011). Since Tunisia’s government, before the revolution, was made up, in large part, by relatives to ousted-President Ben Ali, the country has seen continued unrest as demands for a total change in regime continue and the new government will face virtually starting from scratch in terms of government officials. Egypt, while also carrying a tradition of familial government, in contrast to Tunisia has a powerful military which aided in the circumvention of power from Hosni Mubarak. In direct contrast to Tunisia and Egypt’s relatively smooth transitions from power, Libya became a country at the heart of a civil war with a leader who was determined not to lose power. After Qaddafi’s death, the country’s rebel led coalition has had to begin the process of rebuilding a country torn apart by a bloody war. In the past two year, the world has seen a string of uprisings, dubbed the ‘Arab Spring’, which are really unrelated as a whole and yet contingent upon one another. Without the success of Tunisia’s revolution would Libya, Egypt, or Yemen’s citizens risen up? Personally, I think so. But I also believe the revolutions have fueled one another and the successes and failures of some are felt by the many. While the ‘Arab Spring’ carries on, with countries like Bahrain and Syria still fighting for their freedom and for governmental change, it is easy to see there is a long road of recovery ahead for this region of the world. References Anderson, L. (2011, June).

Lift of a Flat Surface in Wind

Lift of a Flat Surface in Wind When working with lift, there are several concepts[AR2]that need to be considered, most prominently Bernoullis Principle. This principle, named for its creator Daniel Bernoulli, states that when an incompressible, smoothly flowing fluid gains speed, internal pressure in the fluid decreases, and vice versa. (Hewitt, 2004) Put simply in terms of aerodynamics, Bernoulli states that when a fluids speed increases, the pressure perpendicular to the flow of the fluid is decreased. For example, the Bernoulli Effect can be clearly observed in terms of a plane in flight. Planes are able to fly [ar3]because their wings are designed to cause air to flow faster over the top than the bottom. This creates lower are pressure above the wing, and the greater pressure below the wing pushes the plane up. This upward pressure is referred to as lift force, or simply lift. (Actforlibraries.org, 2017) [ar4]      Lift is generated by deflecting airflow. By taking Newtons second law of motion (), it can be stated that the aerodynamic forces on a body with 0 drag [ar5]relate directly to the change in momentum of the fluid, which is equal to mass velocity of the fluid. (Hall, 2015) An objects lift capabilities can be measured using the equation: Where =density, =velocity, =surface area and =Coefficient of Lift. (Hodanbosi, 1996) Lift is dependent on velocity, air density, air viscosity/compressibility, the shape of the body and the bodys inclination in relation to the airflow. The velocity variable in the equation is, therefore doubling the velocity will quadruple the lift etc. Additionally, dependence on shape, viscosity/compressibility and inclination is complex; to deal with these they are characterized as a single variable, known as the coefficient of lift. (Hall, 2015) The lift coefficient, used to model the complex dependencies on lift, can be obtained using the equation: Where lift, the dynamic pressure () and surface area. Therefor, expresses the ratio of lift force to dynamic pressure times surface area. (Hall, 2015) It is most often found experimentally, however the values for this experiment have been taken from Aerospaceweb.com. (Jeff, 2003) Also, by using an International Standard Atmosphere (ISA) table, the air density variable for this experiment shall be assumed to be 0.9337kgm3, based on an assumed altitude of approx. 691m above sea level. (Cavcar, N/A) Lift is dependent of several variables, including inclination. The angle between a surface and the airflow is referred to as the angle of attack. The angle of attack has a strong effect on the lift being produced. In terms of an airplane: when an airplane is preparing to take off, it accelerates swiftly to reach the required velocity. However, just before lifting off, the pilot tilts the wings, creating a greater angle of attack and giving the airplane the required lift to leave the ground. In terms of surfaces such as thin aerofoils and roofs, the coefficient of lift is directly proportional to the angle of attack, when the angle is within +/- 10 °. For larger angles, the dependence becomes quite complex and is therefore defined by a coefficient of lift. (Hall, 2015) By using the above lift equation, theoretical equations can be created to assist in the analysis of the outcome of the experiment, for example: Where 3.61ms-1 (calculated using the iOS app Wind Meter), the area of one of the roof pieces and the corresponding coefficient of lift[AR6]. Below are the full results of the theoretical calculations performed for this experiment: Lift Applied to Roofs of Different Areas and Inclinations 0.0025m2 0.01 m2 0.015265 m2 0.0225 m2 0 ° 0.015N 0.061N 0.093N 0.137N 15 ° 0.011N 0.043N 0.065N 0.096N 30 ° 0.013N 0.052N 0.079N 0.116N 45 ° 0.016N 0.064N 0.098N 0.144N 60 ° 0.013N 0.052N 0.079N 0.116N Table 1 (created using[JB7] MS Excel)   Ã‚   Graph 1 (created using MS Excel) Based on these calculations, it can be assumed that the lift force will always peak at around 45 °, reach the minimum around 15 ° and follow an identical pattern for each roof size[AR8]. Based on the above background research, a hypothesis can be formulated regarding the factors affecting lift force. It can be hypothesized that: The lift applied to a surface in wind is dependent on its surface area and angle relative to the airflow. This relationship peaks towards larger angles and surface areas.[AR9] An electronic balance was set up on a workbench and turned on, ensuring the units were set to grams. An electronic balanced was utilised for this experiment because lift, as a force, can be recorded by measuring how much mass is being lifted away from the balance (in negatives) and converting this into Newtons. The fan was placed approximately 0.3m away from the electronic balance, adjusted to direct the airflow directly above the balance. The base piece of cardboard, measuring 0.1m by 0.15m (10cm2 by 15cm2), was attached to the balance with electrical tape, ensuring the edge (not the flat side) was directed at the fan. The first roof piece (measuring 0.0025m2, or 25cm2) was attached to the base piece, then the balance was TARED. The fan was turned on, set at speed 1. Three results were recorded from the balance[AR10] before the fan was turned off. The roof piece was removed, the first angled piece (at 15 °) attached the roof piece re-fixed. The balance was again TARED and the fan was then turned back on, three results recorded and turned off again. This process was repeated for every roof piece (measuring 0.0025m2/25cm2, 0.01m2/100cm2, 0.015265m2/156.25cm2 and 0.0225m2[AR11]/225cm2) fixed to every angled piece (at 15 °, 30 °, 45 °, 60 ° and 0 °). An average was later taken of each group of results, and these averages were graphed in Excel for further in-depth analysis. There were several variables involved with this experiment. The independent variables were the wind speed (which was controlled by using of the same fan), the roof area and the roof angle, and the dependent variable was the lift. The controlled variables included the use of the same[AR12] electronic balance, roof, angle and base pieces and the same speed setting on the fan, the position of the fan/airflow, the position of the scales and the position of the base piece and, by extension the roof structures.[AR13] These variables were controlled to ensure that all results are viable and in agreement. In order to maintain safety in this experiment, the following procedures were implemented: Safety glasses were worn, the electronic equipment was kept away from water, the guard around the blades was not touched while the fan was running, the cardboard was handled carefully so as not to cause paper cuts and, likewise, when the cardboard pieces were cut out the scissors were handled with care.[AR14] Lift Applied to Roofs of Different Areas and Inclinations 0.0025 m2 0.01 m2 0.015265 m2 0.0225 m2 0 ° 0.056N 0.175N 0.250N 0.287N 15 ° 0.075N 0.186N 0.259N 0.242N 30 ° 0.103N 0.159N 0.159N -0.640N 45 ° 0.111N -0.556N -0.620N -0.770N 60 ° 0.056N -0.631N -0.715N -0.787N Table 2 (created using MS Excel) Overall, the results of this experiment are plausible [AR16]at best. When comparing the empirical data to the theoretical data listed above, there are very few similarities and patterns. However, on close examination of the results there are several small connections. For example, even though each set of points has a different pattern, most of these patterns are similar in shape, and each set peaks at or before 45 °. However, from here the theoretical and empirical are completely different. A likely reason for the dramatic differences between the two sets of results is the conditions under which the experiment was performed. Despite the actions taken, there were still a number of uncontrollable variables that may have affected the outcomes recorded. For example, the air-conditioning unit operating on the roof may have disrupted the airflow, resulting in a less continuous stream and thus a more unpredictable amount of lift. Similarly, the fan used in the experiment may not have provided a strong enough direct flow of air to the structure, also causing anomalous results[AR17]. However, despite the obvious anomalies in results, the experiment still manages to examine the relationship between angle of attack, surface area and lift force. For three of the four data sets (excluding 0.0025m2) the graphs follow a very similar pattern, indicating that the results are accurate in terms of the relationship, not the actual data observed. In addition, all data sets drop off after they reach 45 °, showing that, just as observed in the theoretical results, lift force reaches its peak at around 45 ° inclination into the wind. The most likely reason for this is that past this inclination the structure presents a greater amount of its surface into the wind, allowing it to be pushed down. This phenomenon creates the positive mass results seen in the table above. This was not accounted for in the theoretical equations, which may have caused some of the anomalous results stated above[AR18]. Another prominent difference between empirical and theoretical results is the distinct differences between lift values in the theoretical data. These data sets remain at a fixed distance apart for the entire graph, directly opposed to the empirical data points which for the most part are plotted very close together. This illustrates a lower difference in lift force between different surface areas, however these results are likely due to the unstable nature of the structure used in the experiment. [AR19]Particularly in terms of the larger roof pieces, the structure became more unsteady, possibly resulting in the lower lift force recorded above. In terms of the patterns observed in the empirical data, the larger roof sizes do produce more lift, however past their peak they also create more downward force. While the smallest size does generate the greatest lift, the three larger sizes do produce an increasing amount of lift, in comparison with each other. As mentioned previously, the structure used in the experiment, particularly with the larger roof piece attached, was very unstable. [AR20]This is a likely reason for the outlying point for the area of 0.0225m2 at an inclination of 30 °. This surface area is the largest used, and it was very unstable atop the base piece, often sliding to the side and not remaining square with the base. Most likely, this instability is what has caused such an obvious anomaly, as the roof piece sliding may have exposed a larger surface area to the airflow, thus created more downward force and less upward lift. Therefore, with the above considerations it mind, and despite the severe anomalies between theoretical and empirical data, the hypothesis of: The lift applied to a surface in wind is dependent on its surface area and angle relative to the airflow. This relationship peaks towards larger angles and surface areas. Is supported by this experiment.[AR21] When performing an experiment, there are always a multitude of variables that affect the outcome, and a variety of ways in which the processes can be improved upon to achieve a better result. For example, in this experiment an ordinary household fan was used to generate the required airflow. Such a device is designed to provide air to an entire room, not to provide a direct flow of air such as is required to make this experiment a success. To make the experiment more successful, a more direct airflow should be utilised, possibly by making use of a wind tunnel, or even a hair dryer[AR22]. Similarly, the electronic balance used to take measurements was only a small, relatively simple piece of equipment. Also, as previously mentioned, the air-conditioning unit in the room was likely disrupting the already-unsteady airflow. This, along with the experiments position next to the doorway and the other people in the room, may have been the cause of the discrepant results, which often differed by up to 0.0015kg. To solve this, the experiment could be re-conducted in a controlled environment with nothing affecting the more direct airflow. Additionally, a more accurate electronic balance could be used[AR23]. A more accurate balance would a piece of equipment connected to a computer that records all results for each set of tests and identifies an accurate average. The most prominent issue with the experiment was the results created by the electronic balance. The results were greatly varied, as stated above, suggesting that there were several uncontrolled variables at play, affecting the data. There are several methods that could be employed to rectify this, including those already mentioned. Performing the experiment in an isolated area where all variables can be controlled so nothing can interfere with the results is the most likely way to generate more accurate results. This, coupled with the use of a more stable structure (i.e. made from a sturdier material and fixed for effectively), a more accurate airflow and more sophisticated measuring technologies, is the best course to re-perform the experiment and give more viable results. References   Actforlibraries.org, 2017. Bernoullis Principle of Lift. [Online] Available at: http://www.actforlibraries.org/bernoullis-principle-of-lift-4/[Accessed 04 March 2017]. Aerodynamics for Students, 2016. Lift and Lift Coefficient. [Online] Available at: http://s6.aeromech.usyd.edu.au/aerodynamics/index.php/sample-page/aircraft-performance/lift-and-lift-coefficient/[Accessed 04 March 2017]. Benson, T., 2014. Lift Formula. [Online] Available at: https://www.grc.nasa.gov/www/k-12/WindTunnel/Activities/lift_formula.html[Accessed 09 March 2017]. Cavcar, M., N/A. The International Standard Atmosphere. [Online] Available at: http://home.anadolu.edu.tr/~mcavcar/common/ISAweb.pdf[Accessed 04 March 2017]. Hall, N., 2015. Inclination Effects on Lift. [Online] Available at: https://www.grc.nasa.gov/www/k-12/airplane/incline.html[Accessed 19 March 2017]. Hall, N., 2015. Lift Equation. [Online] Available at: https://www.grc.nasa.gov/www/k-12/airplane/vel.html[Accessed 02 March 2017]. Hall, N., 2015. The Lift Coefficient. [Online] Available at: https://www.grc.nasa.gov/www/k-12/airplane/liftco.html[Accessed 04 March 2017]. Hall, N., 2015. Velocity Effects on Aerodynamic Forces. [Online] Available at: https://www.grc.nasa.gov/www/k-12/airplane/vel.html[Accessed 02 March 2017]. Hewitt, P. G., 2004. Bernoullis Principle. [Online] Available at: http://www.nsta.org/publications/news/story.aspx?id=49598[Accessed 02 March 2017]. Hodanbosi, C., 1996. Lift Formula. [Online] Available at: https://www.grc.nasa.gov/www/k-12/WindTunnel/Activities/lift_formula.html[Accessed 02 March 2017]. HyperPhysics, N/A. Bernoulli Equation. [Online] Available at: http://hyperphysics.phy-astr.gsu.edu/hbase/pber.html[Accessed 02 March 2017]. Jeff, S., 2003. Airfoils at High Angles of Attack. [Online] Available at: http://www.aerospaceweb.org/question/airfoils/q0150b.shtml[Accessed 04 March 2017]. Physics Forum, 2011. Fluid mechanics; Lift Force on a Roof; Bernoullis Equation. [Online] Available at: https://www.physicsforums.com/threads/fluid-mechanics-lift-force-on-a-roof-bernoullis-equation.533145/[Accessed 02 March 2017]. Scott, J., 2003. Airfoils at High Angle of Attack. [Online] Available at: http://www.aerospaceweb.org/question/airfoils/q0150b.shtml[Accessed 04 March 2017]. Scott, J., 2003. Lift Coefficient Thin Airfoil Theory. [Online] Available at: http://www.aerospaceweb.org/question/aerodynamics/q0136.shtml[Accessed 04 March 2017].   

Patriarchy In Twilight Saga English Literature Essay

Patriarchy In Twilight Saga English Literature Essay Its easy to observe the expansive reach of the Twilight saga. For starters, it is a cash-cow. To date, the four book series has sold approximately 85 million copies (Grossman) and has claimed the top four spots on USA Todays year-end bestseller list for the years 2008 and 2009 (Minzesheimer and DeBarros, Sellers;Twilight Sweeps). Twilight saga merchandise though sold in multiple retail outlets single-handedly brought retailer Hot Topic back from the depths of economic gloom and doom in 2008 (Odell).  [1]  The film adaptation of Twilight grossed $380 million at the box office (more than 10 times what it cost to produce) before earning over $3 million in DVD sales on its first day of release (Armstrong) while New Moon performed even better earning more than $700 million worldwide before its DVD release in March 2010 (The Twilight Saga: New Moon). Beyond the economic impact, the series inspires Beatlemania-type fanaticism among its growing, primarily female, fan-base. Conduct a G oogle search for Twilight fansite, and youll get almost 1.2 million returns. Furthermore, a November 10, 2008 scheduled appearance in San Francisco by Robert Pattinson (the actor portraying Edward Cullen in the film adaptation of Twilight) was cancelled after he was swarmed by fans. The melee also resulted in a broken nose for one fan, while another lost consciousness (News from WENN). Pattinson made the following remarks about the impassioned Twilight fandom: People know my name, ambush me in public, try to figure out what hotel Im staying at, ask me to bite them and want to touch my hair. It feels surreal (Bell). These are but a few examples that demonstrate the massive impact the Twilight saga has on audiences. The widespread audience response might cause some to wonder just what it is about Twilight that appeals so much to fans. There are others, like myself, who have chosen to question the impact the Twilight narrative may have on readers specifically female readers perceptions of culture. While there are many aspects of the Twilight narrative being debated by fans and critics alike, themes of patriarchy and misogyny are of particular interest (Mann; Myers; McClimans and Wisnewski; Housel). The Twilight Saga is Just Entertainment, Right? Why Should We Care? Before we can enter into a proper analysis about the impact of patriarchal and misogynistic themes in Twilight, its first important to understand why wed want to analyze an artifact of popular culture at all. An older academic view situates popular texts like the Twilight saga as low art, or mass produced schlock meant to dupe unsophisticated audiences, like us, into passivity (Horkheimer and Adorno; Benjamin). Postmodern cultural studies scholars, however, see popular culture as an aspect of mass culture (Storey, Cultural Theory), or the values and ideas that members of a society form from common exposure to the same cultural activities, communications media, music and art, etc.  Thus, examining popular culture texts exposes how they are used assert social values upon others (Barthes). Female-targeted popular culture artifacts like the Twilight saga are sites that are especially worthy of examination since they place the female/feminine experience at the forefront of media criti que (McRobbie and McCabe; Modleski; Radway; Ang; Mellencamp). The central concern of feminist media analyses is to examine patriarchal ideology as it relates to power and agency in society (Baumgardner and Richards; Durham; Storey, An Introduction; van Zoonen). Analyzing texts through a feminist lens can serve as a means of exposing and critiquing patriarchy in popular media and, in the process, help to liberate audiences from traditional, stereotypical representations (Durham). It is also a way to understand the concept of gender as a social construction, and posits media texts as critical sites for the negotiation of gender roles. If we read the Twilight saga closely, we might conclude that it promotes what Cynthia Enloe calls a Culture of Imminent Danger, which she defines as a culture sustained by the classical patriarchal caveat that women are in the sort of danger from which only rational men can protect them (234). One way in which the Twilight saga reinforces a Culture of Imminent Danger is seen in the roles of the adult male and female characters in the series. For example, male characters are written into roles or occupations that reflect the role of protector. Charlie, Bellas father, is the police chief in Forks; Carlisle Cullen, Edwards father, is the most prominent doctor in town; and Billy Black, Jacobs father, is a Quileute tribe elder. Meanwhile, the female characters in Twilight, are symbolically annihilated that is they are largely trivialized and either symbolized as child-like adornments who need to be protected or they are dismissed to the protective confines of the home (Tuchman 8). The ro le of Bellas mother, Renee, is muted throughout the story we know only that she has decided to follow her new husband to spring training camp in Florida and that she is childlike and harebrained (Meyer, Twilight 4). Before Renee remarried, Bella saw herself as her mothers caretaker. Esme, Edwards mother is also superficially presented. As the matriarch of the Cullen clan, she is characterized only by her ability to love passionately and her strong mothering instincts (Meyer, Twilight 307, 368). Bella, too, has been seen by some as falling victim to symbolic annihilation. In the discussion topic Bella, is she a bad influence for teens? on the TwilightMoms.com fan site, for example, fans express concern that Bella is a weak character because she sees herself less beautiful than Edward, less intelligent, and clumsier than everyone else. Bella, because she is the weak and vulnerable one, is in constant need of care and protection she is dependent upon Edward for survival. Indeed, we see what happens to Bella when she is abandoned by the protective influence of Edward she becomes a lost moon (Meyer, New Moon, 201). Later, when Bella and Edward visit Renee in Eclipse, Renee remarks to Bella that her role in her relationship to Edward is that of a satellite, or something (Meyer, Eclipse, 68). A satellite can be understood as any object that moves around a larger object. The comparisons of Bella to a moon or other satellite are significant since they symbolically place Edward at the center and Bella in the periphery. This scenario illustrates Edwards role as the actor and Bellas role as the reactor in the Twilight saga. When Edward moves, so does Bella. When Edward leaves, Bella, too, checks out. Likewise, it implies that the orbiter is the least valuable one in the relationship. Take, for example, the Earths relationship to the Sun. The Earth as a support system for human life is important in its own right, but the Sun has far more importance. Without the Sun, the Earth is annihilated. Without Edward, Bella is annihilated. Because the symbolic annihilation of women in media fails to address the full range of womens real-life goals and potential, it plays an important role in establishing and normalizing ideology that helps those in power (read: men) stay in power. But, Bella exists in a world much different than ours. How much potential can we expect Bella to posses in a situation where she is forced to battle super-human forces? Meyer acknowledges this when responding to critics. She says: There are those who think Bella is a wuss. There are those who think my stories are misogynistic-the damsel in distress must be rescued by strong heroà ¢Ã¢â€š ¬Ã‚ ¦ I am not anti-female, I am anti-human. I wrote this story from the perspective of a female human because that came most naturally, as you might imagine. But if the narrator had been a male human, it would not have changed the events. When a human being is totally surrounded by creatures with supernatural strength, speed, senses, and various other uncanny powers, he or she is not going to be able to hold his or her own. Sorry. Thats just the way it is. We cant all be slayers. Bella does pretty well I think, all things considered (Meyer, The Story). Im willing to buy Meyers explanation to an extent. But, just because the Twilight saga narrative is set against a backdrop of fantasy does not mean its capabilities for reinforcing the oppressive ideology that exists in our real-world go unrealized. For example, Bella only becomes strong by conforming to the masculine standard put forth by Edward (that is, by becoming a vampire). Of course, Edward cannot reverse himself to his human form, but when Bella changes for Edward, it legitimizes a longstanding cultural norm of women adjusting their desires to accommodate those of her male partner.  [2]  As with the satellite analogy, this aspect of the Twilight saga highlights Edwards superiority over Bella. Edward Is The Worlds Best Predator, Isnt He? Everything About Him Invites You In. When readers buy a romance novel, they are being sold more than just the book. The ideology of romance exemplified by lessons of gender subjectivities and sexual difference in a patriarchal structure embedded in the patriarchal and misogynistic themes present in romance genre is also being sold (Brown; Cooper). The romance narrative of the Twilight saga teaches us that if social order is to be successful and maintained, then the most notable compromises will have to be made by women. This lesson establishes, then, that if women wish for patriarchy to be neutralized in society they will have to be the ones to do it. We see this perspective manifested in the online comments of several readers comments that largely are critical of Bella for failing to overcome the patriarchal constraints present in the Twilight saga (see for example beka; Jost; North; Seltzer; or any of the myriad of fan posts on TwilightMoms, Twilight Lexicon, and other fansites). However, men and women exist togeth er in society and, as such, any fair reading of the Twilight saga would also be looking at Edwards responsibility in perpetuating oppressive ideas about gender roles in human society. Perhaps the most profound way that Edward Cullen reinscribes an oppressive patriarchal ideology is that he demonstrates the classic signs of a batterer. Many readers might disagree with my assessment by pointing out that Edward is motivated by his intense desire to protect Bella and he only has her best interests in mind. The framing of Edwards actions as being in Bellas best interests is precisely what makes them so dangerous. This viewpoint normalizes and legitimizes masculine power over females for the reader. As for how Edward demonstrates signs of a batterer, one need only refer to the criteria established by nationally known domestic violence trainer and consultant Lydia Walker. As part of her Getting a Firm Foundation training, Walker has developed a list of seventeen behaviors seen in people who abuse their partners. Walker warns that if the person has several (three or more) of these behaviors, a strong potential exists for physical violence the more signs a person has, the more likely the person is a batterer. Edward exhibits at least seven of these behaviors (in varying degrees) at different points in the Twilight saga.  [3]  These are: Jealousy Of course, the tension between Edward and Jacob is at the forefront of the story, but Edward expresses his displeasure in many of Bellas potential suitors, In Twilight, for example we are most acutely aware of his dislike for Mike Newton. Edward tells Bella that when Mike asked her to the school dance, he was surprised by the flare of resentment, almost fury that he felt (Meyer, Twilight 303). Edward is surprised by his feelings, remarking that jealousy is so much more powerful that I would have thought. And irrational! (304). Controlling behavior Walker defines controlling behavior as those actions that are attributed to a concern for a womans safety and well being. We see one example of Edwards controlling behavior in Twilight when he follows Bella and her friends to Port Angeles. Walker also warns that controlling behaviors are frequently manifested in the abusers lack of willingness to let a woman make personal decisions. We see Edwards controlling behavior reappear later in the same chapter when he tells Bella when she needs to eat (even when she insists that she isnt hungry), and again when Bella is recovering in the hospital in the last chapter Edward calls for the nurse to administer pain medication to Bella even though she is clear that she does not need them (Meyer, Twilight 477). In Eclipse, Edwards attempts to control Bella are particularly disturbing as he continuously attempts to prevent Bella from visiting Jacob. First, he disconnects the cables to her car battery. Later, he manipulates Al ice into participating in a kidnapping plot designed to keep Bella away from La Push. When he finally agrees to let her go, he does so only if he can take her there and pick her up himself. Perhaps the most appalling example, though, is in Breaking Dawn when Edward attempts to arrange for an abortion for Bella without any discussion from her or her permission. Quick involvement Most battered women dated or knew the abuser for less than six months (many for less than three months) before they were married, living together, or engaged. An abuser comes on like a whirlwind (Walker). Chapter one of Twilight tells the reader that Bella moves to Forks in January. It is not until March that Bella and Edward decide to become a couple (Twilight Chapter 10). By Prom in May, shes ready to give up her mortality for Edward (Twilight Epilogue). In fact, the entire story only spans two years. Unrealistic expectations Walker characterizes unrealistic expectations in terms of possessiveness and states that abusive people will expect their partner to meet all of their needs. At one point, Edward tells Bella that he is anxious à ¢Ã¢â€š ¬Ã‚ ¦ to be away from [her], and that he gets distracted à ¢Ã¢â€š ¬Ã‚ ¦ worrying about [her] (Meyer Twilight 188-9). Edward is relentless in keeping Bella close to him, unrealistically worried that some great harm will come to her. Edward tells Bella: You are my life now (314). Blames others for feelings The abuser will tell the woman you make me mad, youre hurting me by not doing what I tell you, I cant help being angry' (Walker).  The abuser is, of course, responsible for what he thinks and feels, but will use his feelings to manipulate his partner. One example of Edward acting in this way can be found in the meadow scene in Twilight. Prior to this point, Edward has made his desire for Bella known, but it is not until they are in the meadow that he drops his mask to show Bella the true extent of the danger he poses to her. Hes frenzied as he explains all the ways in which he could easily destroy her, and then blames Bella when he feels he has lost control (Meyer, Twilight 263-5). Later, when Bella and Edward kiss before meeting the rest of the Cullens for a game of baseball, he forcefully pulls himself off of her when he loses control and proclaims: Damn it, Bella! à ¢Ã¢â€š ¬Ã‚ ¦ Youll be the death of me, I swear you will (363). Dr. Jekyll and Mr. Hyde Walker warns women to look out for sudden mood changes in which one minute the abuser is really nice and the next minute hes exploding.   She explains that explosiveness and moodiness are typical of people who abuse their partners since these behaviors can intimidate and frighten the victim and are reflections of the abusers use of threats and manipulation to establish and maintain power and control. The entire first part of Twilight (certainly until Bella is rescued in Port Angeles by Edward in Chapters eight and nine) is focused on Edwards odd behavior towards Bella that vacillates between amusement and pure contempt. At one point, his behavior causes Bella to say to Edward, I cant keep up with you, and question him as to whether he has a multiple personality disorder (Meyer, Twilight 84, 82). Even after Edward makes his true feelings for Bella known and while he continues to keep his emotions in-check around Bella, hes prone to the occasional swing. Any force during a conflict This may involve a batterer holding a woman down, physically restraining her from leaving a room, or pushing/shoving her (Walker). In Chapter five of Twilight, Bella faints during a blood-typing exercise in her Biology class. Edward convinces the school secretary to excuse them from class so that he can escort her safely home. Bella relents, happy to get out of class, but is fully intent on seeing herself home. When Bella moves to the drivers seat of her truck, Edward physically restrains her by pulling the back of her jacket, telling her, Where do you think youre going? (Meyer, Twilight 103). Later, Bella is restrained again, this time by Edwards brother Emmett (under Edwards direction) as they rush to flee James after the baseball game. While trying to decide how to counter James inevitable attack, Edward decides to take Bella away from Forks. When she protests, Edward orders Emmett to secure her by her wrists and forcibly strap her into the harness of the Jeep they are using to escape (381). Of course, not everyone will see it this way. Some will see Edward as he is presented as the ideal, romantic, doting boyfriend and rationalize that his actions are justified because they were enacted with Bellas best interests in mind and because Edward, as a vampire, has physical and mental capabilities that Bella, as a mortal, does not possess. But, we cannot let Edward off the hook just because he is a vampire and not a living, breathing person. While personhood is certainly linked to humanity, Nicolas Michaud suggests that one does not necessarily need to be human to be a person: Personhood should be granted to those who demonstrate certain qualities such as consciousness and self motivated activity; those who demonstrate certain capabilities such a practical reason and affiliation should also not be denied the ability to flourish if they so choose (45). Edwards respect for the human soul, his choice to drink animal blood instead of human blood, and his attempt to assimilate in to Forks society demonstrate his desire to pass and be accepted as a person and not a vampire. Therefore, if Edward wants to enjoy the benefits of personhood in our society, we have to demand of him the same standards that we would expect from any other male in it regardless of any supernatural power he may possess. There are those that will argue that even though Edward exhibits these tendencies, he does not cross the line to become a full-fledged physical abuser. However, while physical violence is one method by which men control women and maintain their supremacy, patriarchy does not need to be enforced by using violence alone. In this case, Edwards actions create an environment where Bella cannot love Edward without loathing herself. He demonstrates that, despite the claim to the contrary, he is actually very far from perfect. Yet, Bella still sees herself as subordinate to him. She consistently reminds the reader and herself that she is not good enough for Edward. Because the Bella/Edward relationship is presented as fated and Edwards actions are justified as being for the benefit of Bellas safety, we permit Bella to respond in ways that would concern us if we saw it manifested in others close to us. We condone her continued disregard for her own personal safety. We allow her to isolate h erself from her family and friends. We accept her explanations for her repeated injuries. Bella literally gives up her life for love. Edwards controlling behavior coupled with Bellas justification of it creates a situation in which the females subordination becomes not only acceptable to readers, but rational as well. Can Romance Narratives be Anything But Oppressive? The abuse narrative present in the Twilight saga becomes especially problematic when viewed with an understanding of the romance genre. Romance as a genre is frequently characterized by the quest for an ideal heterosexual love relationship between a strong, dashingly handsome, young man and a beautiful, vulnerable, self-sacrificing young woman (Burnett and Beto). These qualities of romance stories are at the forefront of the Twilight saga. While these aspects of romance can be read as contributing to the perpetuation of patriarchal ideas about gender roles, romance can also be interpreted as the ultimate feminist genre. Catherine Asaro reminds us that the plots of most romance stories are centered on the desires of the heroine; her values are given priority and she always ends up getting what she wants. Bella spends four books telling us, the readers, that she wants to achieve immortality as a vampire and spend eternity with Edward while still being able to keep her best friend and Edwards rival suitor Jacob around. Breaking Dawn sees Bella fighting for her right to bear a child. She ultimately achieves all of this. Asaro also asserts that romance novels are unique in that they adhere to the female gaze. Laura Mulveys concept of the male gaze rests in the assumption that the audience is forced to view the action and characters of a filmic text through the perspective of a heterosexual man. Examples of its manifestation in filmic texts are seen in camera shots focusing on the curves of the female body, cleavage, or other sexualized positioning of women. In romance novels, however, the male form is the one under the heaviest scrutiny its features extolled upon in great detail. In fact, the female heroine is frequently described with just enough detail to humanize her, while leaving enough information out of the picture so that the reader might insert herself into it. In Twilight, Bella frequently compares Edward to the mythical Greek god Adonis. Her description of his facial features is specific. We see Edward, through her eyes as perfect and angular with high cheekbones, a strong jawline, and a straight nose and full lips. His hair, which is always messy, is an unusual, eye-catching shade of bronze while his eyes are topaz. Bella, on the other hand, is described to the reader far more simply she has long brown hair and brown eyes. Texts presented through the female gaze are significant in two distinct ways. For one, that the heroine is presented as an everywoman can be seen as empowering to female readers who are often only presented with representations of female characters that fade into the background unless they have qualities deemed important' (Asaro). Readers are able to recognize aspects of themselves in the narrative. Also, it legitimizes female sexuality and debunks the myth that women dont notice men in that way. Physical attractiveness is just as important for females as it is for males. Female sexuality is further legitimized in romance in that the heroine is rarely punished for engaging in sexual acts and can frequently be seen as the initiator of such acts. In Twilight, it is Bella who is eager to consummate the relationship she has with Edward and Edward who is resistant to give in without being married. Still, there is plenty in the saga to support the charges that the Twilight narrative is potentially harmful. Even though Edward never crosses the line into domestic violence, his behavior is still troublesome since the heavy consumption of romance narratives can, over time, influence readers interpretations of appropriate behavior for men and women in romantic relationships. In The Killing Screens, George Gerbner discusses his cultivation theory, which was developed to help explain the cumulative and overarching impact repeated media exposure has on the way we see the world in which we live. It emphasizes the effects of media consumption on the attitudes rather than the behavior of audiences. In short, heavy exposure is seen as cultivating attitudes which are more consistent with the world of media than with the everyday world. Gerbner argues that media cultivates attitudes and values which are already present in a culture, normalizing and reinforcing more dominant values, while mak ing other, more underlying ideas more salient. In a society such as ours where masculine ideology is already privileged; where we already have historical struggles with creating safe, egalitarian spaces for women; and where we already struggle with violence and intimidation, Gerbners theory tells us that extended consumption of the over-representation of patriarchy in the Twilight saga can normalize and legitimize acts of oppression that we might witness or experience in our own lives. When abuse is made to be fun and entertaining, we run the risk rationalizing and justifying it and fail to see the tragedy in it when we come across it in our real lives. Viewing the Twilight saga through this lens moves the conversation from the question of, What are romance narratives like those in Twilight doing to women? to What are women doing with them? Romance has been, perhaps, one of the most denigrated popular culture genres (Asaro; Wethington; Holmes). Common complaints include the lack of diversity and scope of romance narratives (typically seen as a result of the demands of powerful commercial forces and publishers looking to quickly churn out formulaic narratives that have previously proven to be profitable); and the genres consistent reliance on conservatively rigid messages about race, gender and male-female relationships; and the objectification of human bodies in explicit, almost pornographic, sexual representations (Wethington). Not everyone buys into these criticisms. Feminist media scholar Janice Radway was one of the first to take seriously the pleasure that women readers consistently seem to find in romance. According to her inf luential text Reading the Romance, women use romance as a way to set up a quiet space for themselves. They not only vicariously enjoy status positions and spaces of nurturing through the books that they do not enjoy in the real world, but romance stories also provide a fictional space in which readers can rehearse and make sense of their individual identity and role in society (Radway; Burnett and Beto). The role romance plays in preparing individuals how to behave in their public lives is even greater for young readers than what it may be for adults. Girls will use romances as an alternative to a romantic relationship when one has not yet presented itself. Romance novels act as safe spaces to gain insight on how to meet boys, what kinds of things they might say to them, and what dating is like. For them, romance novels act as beginners manual for adolescence (Cherland and Edelsky; Christian-Smith; Willinsky and Hunniford) Audiences appear to carry the lessons and desires cultivated through repeated exposure to romance narratives in their youth with them throughout their lives. For example, a generation ago, at the height of the coming-of-age teen romance flick, there emerged two archetypes for the ideal boyfriend Jake Ryan and Lloyd Dobler. Jake Ryan, of course, was the cool, super-popular, super-rich, Porsche-driving, way-too-hot-to-be-in-high-school hunk who caught the Plain Jane Samantha Bakers eye in the film Sixteen Candles. Lloyd Dobler, on the other hand, was an unpretentious, earnest, boombox-hoisting everyman who was thoroughly devoted to the super-smart Diane Court in the film Say Anything. Its been more than 25 years since Sixteen Candles was in theaters and 20 years since Say Anything was released, yet women coming of age in the 1980s still find themselves longing for their Jake or their Lloyd but, not finding him. (Stuever, Real Men; Steuver, What I Did). There is evidence that the same desire audiences have for a relationship with Jake and Lloyd also exists for Edward Cullen, regardless of the age of the audience member. For example, on the discussion forum for the TwilightTeens.com fansite, for example, one can find a multitude of discussion threads in which young fans deliberate questions like On a scale of 1 to 10, how lucky is Bella Swan [to be with Edward Cullen]?; Could you see yourself dating a guy like Edward?; or What do you like about Edward? Additionally, Emily Reynolds interviews and surveys with female adult readers of the Twilight saga revealed that it was Bella with whom readers most frequently identified and whose behaviors they most saw in themselves, making it easy for the reader to slip into Bellas shoes. This identification most frequently manifests itself in a desire to be romantically linked with Edward. According to one of Reynolds participants: I would leave my husband for someone like that (30). The difference, of course, is that seeking out a Jake Ryan or a Lloyd Dobler though destined to end in disappointment is not likely to meet with a violent end, though seeking out an Edward Cullen might. Is it all bad? It is not my goal to vilify the Twilight saga. It is okay to enjoy things that are entertaining and fun, but we should not dupe ourselves into believing that our entertainment media does not also assist in formulating our ideas about our culture. Popular media help shape a worldview in audiences that re-inscribes dominant positions of power and authority (Althusser; Gitlin; Hall), which in Eurocentric cultures like ours is white, patriarchal capitalism (Fiske qtd. in Meyers 7). Patriarchy is the primary oppressor of females in a society (Firestone; Greer; Millett). Since patriarchy does not necessarily operate as an explicit, perceivable reality (meaning, we dont always recognize it when we see it), we must review the aspects of our culture pop culture included that perpetuate patriarchal ideology and cause it to be normalized. What are, in fact, dangerous ideas that devalue the female in society are too frequently seen as legitimate choices in the Twilight saga choices made in th e name of true love or in the face of supernatural forces. When presented through these lenses, Bella and Edwards relationship is seen as romantic and desirable when in any other world it would be destructive. We have to remember that patriarchy, while notable for marginalizing females, does not operate free from feminine influence (Enloe). Social systems are not made solely of men; women are also contributing members. As such, a patriarchal society relies on the participation of all members men and women to endure. Therefore, as destructive as Edward is in the Twilight narrative, the real danger exists when we fail to confront patriarchy and oppression when we encounter it. It is advantageous that Twilight appeals to readers across several generations because it can be used as a framework for encouraging discourse between adults and youth about how female oppression occurs in society. Only future analysis will tell if these conversations are happening. Lets hope that they are.