Rhetorical Analysis of Commercial Essay Example | Topics and Well Written Essays - 250 words

Rhetorical Analysis of Commercial - Essay Example The quality of the advertisements encourages brand consumption since the main characters in the ad enjoy coke at all times. Background music featured in the ad in different seven languages shows the diversity of the American people. This shows that people of America speak different languages but consume the same Coca Cola products in a show of unity in consumption of products. Therefore, the general message of the ad reflects the essential social values that Coca Cola consider when releasing products to the American people. The commercial ad also features people in various landscapes such as the shores of the Pacific and the Southwest desert, cafes and cityscapes as they enjoy taking coke. It provides pictures of the real livelihoods of the people from different ethnicity, religion, families and races in the US. That is why the aim of this commercial is to show that Coke brand is for all the people of America. In addition, it promotes optimism amongst Americans that Coke brand is a binding factor between races and religion since both consume the same quality, quantity and brand across

Attempt To Allocate Resources Effectively Economics Essay

Attempt To Allocate Resources Effectively Economics Essay The paper discusses different types of economic systems like socialism, state economy, and other economic systems, assesses how each economic system attempts to allocate resources effectively, explains the UK government policies (namely monetary, fiscal, social, and competitive policies) and assesses the impact of all the above-mentioned policies on a chosen UK based organization. The paper describes market structure types (namely, perfect competition, monopoly, monopolistic competition, and other market structures. Finally, the paper explains the ways market structures define the output and pricing strategies of the companies P4: Explain how economic systems attempt to allocate resources effectively Throughout the history, the term capitalism has been closely associated with other related notions, including: market capitalism, laissez-faire (pure capitalism), economic liberalism, private enterprise etc (Kumar 1978). Capitalism transformed feudalism in the Western world, namely Britain, from where it had flourished throughout Europe predetermining economic, cultural and political developments of the then society. Later on, over the 19th and 20th centuries, capitalism formed the grounds of industrialization (Saunders 1995). Nevertheless, namely the eighteenth century became crucial in the foundation of capitalism concept after the first economic school was established in Britain. The school has produced much of the fundamental thought in the field of classical political economy supported by the invaluable contributions of Adam Smith, David Ricardo, Jean-Baptiste Say, John Stuart Mill and others, who thoroughly researched various ways goods were produced, distributed and exchanged under market conditions. Namely, those classical thoughts have set the foundations of the contemporary perception of capitalism (Slideshare.net 2007). During 1930-s, John Maynard Keynes had a tremendous influence on the notion of capitalism and the role of monetary policy. The British economist emphasized on the important functions of monetary policy within economic policy. Keynes claimed that the economic mode particular to the capitalist society could sustain its indefinite equilibrium even in spite of high unemployment. At t hat, during the 1930s Keynesian approach to economics assumed that laissez-faire capitalist economics was self-sufficient and did not need any intervention from a state to cut down unemployment or boost aggregate demand. Furthermore, Keynes suggested pump-priming approach to save the economy from recession in the period of economic down-turn, which involved increase in government borrowing and spending as well as cutting-down taxes. In such a way, Keynes put forward his idea of cutting real wages through the system of their control from the state and deterring from holding money during inflation. This indicates that Keynes much favored state regulation as an effective tool to eliminate economic slowdown. Actually, Keynesian policies enabled the capitalism recovery afterwards the state of the Great Depression (Friedman 1970). The contemporary academic research on the concept of capitalism is largely grounded on neoclassical economics and the relevant approaches developed by the Chicago School. The modern perception of capitalism therefore favors neutral government regulation and coordination of markets with the focus being placed on property rights maintenance; deregulation of labor markets; promotion of corporate governance by private owners; development of transparent financial systems with capital market-based financing in their core. Milton Friedman, known as a dedicated follower of Adam Smiths thinking, claimed that within the framework of free competition, social responsibility becomes an integral part of business activity. Herewith, Friedman showed that self-interest is able to benefit the contemporary society (Friedman, 1970).The major distinctive features of capitalist society were pointed out throughout the 20th century while experts compared and contrasted due system with the centrally planned economic system. In due respect, capitalism has always enabled consumers with free choice, while producers were able to satisfy a consumer demand. By contrast, in the planned economies the production was entirely controlled and directed by a hierarchically-led state policy. Thus, capitalism alone has achieved sufficient delivery of goods and services through the privatization of previously state-owned means of production and infrastructural objects. In addition to this, the notion of capitalism is closely associated with the abolishment of subsidies and free trade wherein capitalist society is prone to perform both rational and irrational actions that are often unpredictable. Namely the last 25 years of the previous century showed the increasing trend towards overall mobilization of capital and human resources. Globalization alone has opened a new avenue for the development of both capitalist and non-capitalist models. Today, capitalism is regarded by many as world system featured by all the peculiarities of capitalist trade. Analysts state that such perception of capitalism dates back to the early 20th century imperialism. Following the same fashion, imperialistic policies emphasized on the promotion of capitalistic principles of free trade among countries. Taking the abovementioned features of the contemporary capitalism into account, it is noteworthy that along with many positive effects global capitalism has caused the state of global inequality in income rates, social security, access to strategic resources, and redistribution of world capital. In due respect, since the times of the Industrial Revolution there have been considerable changes boosted by economic growth in such areas as life expectancy, access to educational resources and information and communication technologies, literacy, infant mortality, child labor etc. By and large, global capitalist economy has been dramatically shifted by the invention and fast application of telecommunications within the last thirty years. Information and communication technologies (ICT) have enabled most of the business transactions in virtually any part of the globe (Evans 1997). Overall, capitalism promotes economic growth and social standard of living measured by GDP. According to Adam Sm ith, free market alone allocates necessary resources and controls production and price, which is particular to the contemporary world capitalist system. Furthermore, capitalist economy, if compared to conventional economic systems and feudal or socialist societies, provides vast opportunities to raise individual income while engaging in new professions or launching private business ventures, for example. As Milton Friedman puts it, competitive capitalism leads to economic freedom and subsequently to the political one where there is no place for the centralized control of economic activity or political repression from the state. Conversely, the variety of market economy transactions causes wide diversity of activities and/or their free choice. In accordance with John Maynard Keynes and Friedrich Hayek, capitalism is a reflection of economic freedom which is essential for social survival and development (Bellamy 2003). Thus, many capitalism supporters claim that namely the decentralized system of coordination is the most powerful feature of capitalism. Particularly, the decentralization of economic processes leads to free competition and optimal solutions to the arising challenges. Even the slightest control from then state, according to the Austrian School thinkers, can potentially cause serious inefficiencies since economy then becomes unpredictable in the long-term perspective. One of the major causes of the Great Depression, for instance, was the immense interventionist policy led by the Federal Reserve. Today we understand capitalism as an economic system that assumes private ownership and control of wealth and the means of its production. In due respect, state ownership bears limited relation to the essence of capitalism. Both private individuals (entrepreneurs) and companies (corporations and small and medium-sized enterprises) own, operate, and trade capital and labor, as well as other resources for the sake of profit-making. In the contemporary conditions, capitalism is an indispensable component of market economy which entirely excludes any government intervention in the transactions that involve investments, income, production, distribution, cost and delivery of goods and services etc. Furthermore, labor as such is a distinguishing feature that characterizes capitalism in the contemporary conditions of fierce competition. Based on appropriate knowledge and skills, human resources are viewed as the most valuable asset by the majority of employers. Herewith, market rules make up a regulatory framework that determines economic developments in the contemporary capitalist state. In most instances, the role of a state is limited to the provision of relevant infrastructure and public goods. This indicates that economic developments are predominantly grounded on the so-called laissez-faire principle envisaging a minimum state intervention into the economy. Consequently, the contemporary notion of capitalism highlights the ultimate importance of the control over the means of production by private owners wherein the state role is mainly limited to the protection of property rights. However, such conclusion would be correct only from the pure capitalism viewpoint. By and large, the well-developed contemporary economies present a mixture of public and private ownership and therefore are reasonably referred to as the capitalist mixed economies, where both private capital and state serve their particular roles. In its essence, classic political economy  has is closely interconnected with classic liberal doctrine  that reduces governments economic  intervention  to the minimum. At that, economic and social realms were clearly distinguished, wherein state could provide necessary public goods and services (Lane and Ersson 2002). The phenomenon of globalization is considerably changing national economies. In many countries the transitive process from monopolistic regulation to the market economy principles requires much time and effort. P5: Assess the impact of fiscal and monetary policy on business organizations and their activities   This section explains  the UK government policies (namely monetary, fiscal, social, and competitive policies) and assesses the impact of all the above-mentioned policies on a chosen UK based organization. Economic globalization from below is empirically implemented through transnational flows of investment and financial capital as well as transnational production and services networks. Overall, neo-liberal convergence assumes wide macroeconomic policies primarily focused on tight fiscal policies, monetary stability, trade liberalization, privatization, as well as liberalization of the domestic capital and financial system. The patterns of neo-liberal convergence grounded on Anglo-American capitalism assume sound interaction between government, banks and businesses, independence of central bank, equity financing of corporate sector, and strong positions of bond and stock markets. In accordance with the liberal globalization theory, the nation states are constraint from below as a result of transnational economic globalization. Trans-nationalization of production and services as well as the extended capital mobility intensify the market forces pressure on the national state policies and government authority regarding budget and account balance, as well as fiscal and financial policies, labor standards, investment regulations, and governance. Ohmae claims that the globalised world economy is featured by the increasing mobility in: (1) Investment flows through capital markets; (2) Industry developments through the operations of transnational corporations; (3) Information technology advances; and finally (4) Individual consumers (Ohmae 1995). In macroeconomic terms, the US recession in 2008 produced a modest aversive affect on UKs real GDP growth. Under the conditions of global economic growth slowdown, some countries (China, Australia and Sweden) have tightened their monetary/fiscal policies aiming to prevent inflation. Conversely, the United Kingdom has eased their monetary policies while reacting to the weakening economic growth. The domestic fiscal policies were aimed at the correlation of supply and demand, while the Government has managed relative inflation, interest rate differentials, moderate economic growth, deficits and debt as well as the countrys export competitiveness. The National Bank has managed to sustain a strong and highly-competitive exchange rate of the national currency compared to other major currencies. To attain this, the domestic fiscal policies were aimed at the correlation of supply and demand, while the Government has managed relative inflation, interest rate differentials, moderate economic growth, deficits and debt as well as the countrys export competitiveness. The government assigns various policies to achieve both internal and external balance goals. According to the Mundells framework of effective market classification, the authorities assign their policy instruments to obtain the greatest relative impact. Consequently, the net costs of the balance of payments will be eliminated. Simultaneously, fiscal and monetary policies are used to expand output. On the other hand, according to the Keynes assumptions claiming that fiscal policy is more direct and is featured by fewer time lags, fiscal policy has the greatest relative impact on the target and monetary policy and their effects on the balance of payments. Herewith, external balance is impacted by the increase in exports caused by non-domestic policies. In particular, faster growth overseas leads to the higher exports of the UK goods and services. Relative advancement in the UK competitiveness is due to the rise of relative foreign price as well as the appreciation in foreign exchange rates. The analysis of the relevance of Keynesian policy options to the todays UK economy suggests that the implementation of the Expenditure Changing Policy (ECP) is possible by means of re-inflation/deflation through fiscal, monetary, and exchange rate policies. Prior to such implementation, however, it is vital to critically assess internal economic position of the UK. Alternatively, the application of Expenditure Switching Policy (ESP) is possible through such policy means as devaluation or revaluation. The implementation of ESP is possible outside the fixed exchange rate system and therefore not within the European Monetary Union. Finally, the implementation of Direct Controls (DC) is possible through tariffs, non- tariff barriers, and exchange controls. However, direct controls are abandoned by the mainstream policymakers considering the WTO trends as well as the free trade orthodoxy (Krugman and Obstfeld 2009). A holistic view of economy should be developed to incorporate internal and external balance policies. Loan-financed domestic investment programs should be vastly applied as the means to raise the level of unemployment within the British economy. Pump-priming approach should be applied to safeguard the countrys economy from the recession. This involves cutting-down taxes and the increase in government borrowing and spending. Real wages should be cut through the state control and deterrent from holding money over the inflation. The economic stabilization should be achieved through the strong position on unemployment decrease, interest rates rise, and management of internal and external currency. State regulation is the most effective means to prevent further economic slowdown for the UK economy. Ryanair is currently positioned as the Europes largest low fares airline. Ryanair is well-acknowledged brand wide and far as the worlds reputable and favoured airline which holds 37 bases and offers over 950 low-fare routes in 26 world countries. Strategically, the company connects some 150 destinations. The companys powerful fleet consists of 210 Boeing 737-800 aircrafts which number will increase in the foreseeable future (2-3 years) up to some 315 aircrafts (Ryanair 2012). All these and other staggering achievements and successes have become possible due to the effective marketing of services, as well as smart and loyal HR policies effectively applied by the corporate management which currently sustains and leads the impressive number of staff that exceeds 7,000 employees. Such internal competitive advantage enables the company to build up huge plans for the external operations. In 2012 fiscal year, the company intends to penetrate up to 66 m. passengers internationally. In 2011, Ryanairs showed 15% growth and reached 59m passengers. To sustain this positive tendency, the companys management has already arranged to deliver 18 new aircrafts and therefore increase its fleet capacity up to 181 Boeing 737-800 NG aircrafts. The company is due to open four new bases in Europe (including Bologna, Alghero, Edinburgh, and Cagliari), as well as to launch 223 new routes (Ryanair, 2012). P6: Evaluate the impact of competition policy and other regulatory mechanisms on the activities of a selected organization Over  the years of successful operation, Ryanair has established a strong and recognizable brand that enabled it to win a reputation of the company that loyally provides the passengers with the lowest air traffic fares. Hence, in marketing terms, the company has placed its major strategic focus on offering unbeatable prices and punctuality (Ryan Passenger Service Charter 2009). The overall corporate commitment therefore is concentrated on responsive air services and incomparable pricing options. This has made the company the number one international provider of low-cost air services. The companys main product (air services) is successful among its target markets due to the reasonably charged price. However, another core factor is the promotion of the companys services on the international markets. Herewith, statistics on the Ryanairs successful operations and its successful performance over the last two decades indicate that the company has smartly and effectively applied marketing mix to synergize its product offerings and win target markets internationally. The corporate marketing strategy with the marketing mix in its core helps the company to identify and critically evaluate its business opportunities, better concentrate on the core target markets, implement market segmentation, and conduct relevant marketing research on each stage of its operation. Ryanair marketing department considers the air services it provides in terms of: seasonal demand; affordability; economics; and branding. The dynamic pricing for the offered air services is calculated with the consideration of such strategic issues as: (1) Cost plus value added cost which is comparatively lower than those of competitors; (2) Price fluctuations with regard to the current demand; as well as (3) Optional seasonal discounts. Finally, namely owing to the promotional campaigns, Ryanair raises customer awareness while conveying its target messages via various media channels. This approach enables the company to explicitly identify its target markets and subsequently win them over from the companys main rivals. Most importantly, effective promotional strategy enabled Ryanair to make the brand recognizable and wanted among target markets. Thus, one of the main external competitive advantages consists in establishing a positive public opinion on the companys product (Kotler and Keller, 2005). The companys marketing mix involves the following strategic components: (1) The lowest affordable prices to all the passengers within all the routes operated by the company regardless of the ongoing competition on such routes; (2) Ryanair applies the fare guarantee known as Double the Difference to ensure that in case a passenger finds a lower rate provided by any of the companys competitors, the company repays the passenger with a double fare difference between the differing ticket prices providing such a passenger agrees to books a travel with Ryanair. Hence, Ryanair ensures passenger convenience by claiming that its passengers are always provided with the lowest fares on available the market for their journeys providing they book Ryanair services via corporate webpage www.Ryanair.com. Furthermore, in terms of open and comprehensive customer-oriented communication, Ryanair always ensures its passengers are well-informed about the applied terms and conditions with regard to the individually chosen fares (including, applicable fees, charges and taxes). The company ensures that passengers are always saved from any price increase and fuel surcharges. Furthermore, all Ryanairs passengers are guaranteed with immediate notifications with regard to any possible force-majeure circumstances, including cancellations, postponements, delays, diversions etc (Ryanair 2010). While effectively marketing its services, Ryanair is fully aware of social corporate responsibility before its stakeholders, staff, customers and environment. As the Europes largest low fares airline, Ryanair has achieved a steady growth in a sustainable and environmentally-friendly manner. Over the last decade, the company has made an enormous investment in the cutting-edge engine and aircraft technologies to reduce its CO2 emissions almost by half as well as the burnt fuel. Over 1998-2008, the company applied eco-friendly policies based on smart and effective commercial and operational decision-making approaches to eliminate the environmental impacts. Hence, the company is also highly- reputable with regard to the environmental efficiency. In 1999, Ryanair invested à ¢Ã¢â‚¬Å¡Ã‚ ¬17bn to advance its fleet replacement and expansion programme. As a result, 11Boeing 737-200 aircraft was substituted by Boeing 737-800,  referred to as the next aircraft generation. Such strategic step enabled Ryanair to position itself as the European youngest and most fuel-efficient aircraft fleet. The competitive and comparable advantage is that the company operates the youngest, safest, and most environmentally sustainable aircraft fleet in Europe (Ryanair 2009). Owing to the strong competitive advantages and smart service marketing, Ryanair managed to overcome numerous challenges posed by the global economic crisis and adverse affects of recession. More than that, Ryanair managed to increase its market share over the recent period of economic meltdown and recession. P7: Explain how market structures determine the pricing and output decisions of businesses Competitive companies vastly apply marketing mix to combine product offerings to reach target markets. At that, product refers to physical products and services offered and provided on the marketplace. It is crucial to define right features of any product/service to make it successful, and therefore each component makes sense for the Banks sales success. As well as this, product/service means good quality and warranty, as well as a customers legal right to return it back to the selling organization in case of its incompliance to the initial customers requirements or/and expectations. Secondly, price is a sum of money (amount) paid for the product. Thirdly, place means the right location of a product, and that is why place also stands for distribution channel, including physical stores (supermarket) or/and Internet sites like e-Bay. Finally, promotion, as was already indicated, presents the most complicated and therefore important elements of marketing mix. This component is not only physical but predominantly psychological to impact customers decisions. Overall, promotion includes the whole variety of communications managed by a marketer may within the marketplace. Huge part of it belongs to media advertising and other means of mass influence (Lauterborn 1990). Herewith, along with identification of business opportunities, selection of target market, market segmentation, and market research marketing mix represents a part of a companys marketing strategy. At that, product component should consider: product life cycle, design (aesthetics), function, economics, environmental impact, packaging, branding. In turn, price is based on the one of the following pricing strategies: cost plus (addition of value added cost); price skimming (charging high initial price in order to recoup the development costs); premium pricing (the price is set out by the high-quality brand); dynamic pricing (constant change of prices depending on current demand); and discriminatory pricing (different prices (discounts) are charged to different customers for the same product). And finally promotion, which is generally aimed at raising customers awareness by conveying the message through media channels and identifying target market. At that, advertising methods may vary, including: sales promotion to support marketing process by applying free samples, competitions, gift coupons, trade promotions and other devices; and public relations, including establishing and maintaining sound public opinion regarding the product. Ryanair is a perspective player on the European air market that will further win new destinations and customers through the effective marketing and supplying customer-oriented services. Making up the marketing summary of Ryanair operation, most experts agree that the price has been always a decisive factor in customers choice among airlines. Ryanair managed to offer its passengers the lowest fare in Europe. Furthermore, this not solely lowest cost that attracts customers, but the whole range of convenient customer-oriented services that are rendered in effective, responsive and punctual manner. Next, compared to other European air carriers, the company gained a comparative advantage by having reduced oil cost. The companys aircraft capacity consisting of new generation Boeings as well as operation of new airports and bases enables to serve more than 100 million passengers a year. Continuous lead customer service in the industry combined with the falling oil charges and air fares altogether enabled Ryanair to prosper regardless of the global economic crisis and gain profits from its international operations. Therefore, there is all evidence to state that the company is sure to double its profits and traffic capacity by the end of 2012. Apparently, in the course of the next few years Ryanair will become the biggest and most demanded airline in Europe. In terms of service marketing, the company should further promote its well- established marketing mix concept. Furthermore, the companys leadership should add more technological options to make the customer services faster and more convenient. Such approach will help the company to penetrate new destinations and win larger market shares as well as target markets in the future. Ryanairs strategic positioning is designated by appropriate pricing techniques. Ryanairs strategic positioning is determined by the choice of appropriate pricing techniques. While emphasizing on high quality of its products, effective promotion and sound advertising, as well as value for money, the company applies competitive pricing strategy to ensure that the adjusted prices do not exceed those of the competitors (Kotler and Keller 2005). This strategic choice is reasonable and justified since regardless of individual taste preferences or any other essential factors, consumers regard product value as one of the most decisive factors while making their purchasing decisions. Therefore, Ryanair cannot apply skimming pricing technique in the course of designing and launching a new product. This technique can be applied under the conditions of inelastic demand (Boone and Kurtz 1992). In addition to the effectively applied competitive pricing strategy, Ryanair focuses on cost plus pricing which helps the company to maximize it profits. While accurately accounting all its costs, Ryanair reaches optimal supply and demand balance and well-balanced positioning on the market compared to its competitors. Alternatively, Ryanair applies positioning pricing to set up the prices with the consideration of demand-side concerns. Through polling and surveying its target markets, Ryanairs experts designate the optimal price range that would satisfy the majority of the consumers. This positioning technique is particularly applied to better sell Ryanairs services. Optimal trading also depends on the financial capacity of the demand-side. Therefore, Ryanair applies demand-based pricing to critically assess the purchasing power of the majority of its consumers. Only under such conditions the company is able to trade its services in accordance with the strategically planned volumes. Hence, selling at the customers price brings Ryanair profits, good reputation and positive feedback from the majority of its customers. Ryanair should develop new services and promote them domestically as well as internationally. Such service/market growth approach will ensure that the company has diversified range of products which are available and well-recognizable in many countries of the world (Ansoff 1965). Such strategic choice will provide the company with enormous comparative advantages over its competitors and will help it to better cope with the hurdles of the global economic crisis. However, considering the challenges of the global competitive markets, this strategy will not be suitable any longer. Hence Ryanair should transform it into more powerful and innovative global image. The variety of new high-quality and reasonably-priced services will add value to the business activity of Ryanair and will win new overseas markets for the company. This task would require the company to carefully design and develop innovative brands of its services which are not yet present on any of the foreign markets, and which will be potentially demanded by the consumers (Ansoff, 1957). While developing innovative products and penetrating overseas markets, Ryanair should initially consider the demand-side of its target markets. Among the most important criteria are the following: (1) Average income; (2) Average spending amount on one-time supermarket/store purchasing; (2) Average amount consumers are ready to spend on air services; (3) PESTLE analysis of the target market with the consideration of the adverse affects caused by the global economic meltdown; and (4) Porter analysis of the targeted market. Such wide coverage of strategic issues will win Ryanair competitive advantage and increase its share on the foreign markets. Ryanairs choice of the optimal marketing strategy should consider their chances of success in terms of market diversification. To reach optimal market diversification, the company should ensure that its new product adheres to the customers needs and preferences. Extensive market research will help Ryanair to explicitly identify its potential target markets for new services. Herewith, Ryanairs marketers should consider the following strategic factors: (1) Financial health of the targeted market; (2) Purchasing capacity of target market; (3) National and individual preferences of target market; (4) Previous experiences of target market in terms of purchasing the same services provided by competitor companies; (5) SWOT analysis in each individual case will ensure that Ryanair eliminates all the possible constraints to the minimum and transforms the threats into potential opportunities. Realistic and achievable strategic objectives should be set in accordance with the SMART approach whic

We Can Change the World :: Personal Narrative Writing

We Can Change the World I’ve been in many neighborhoods that were ugly and messy until one time in 1992 when we moved to Florence and Central. When I first saw this area, I felt scared and sad. I especially hated the black gate that made our street seem like a prison. The worst things were the bad neighborhoods, drugs, violence, and homeless people. On the first day, I could smell the aroma of old garbage mixed with beer and spoiled food. Just one sniff of that disgusting dump made me vomit until I had nothing left to exit. All the streets were dumped with pieces of garbage such as used diapers, used sanitary napkins, and dead rats. The streets were cleaned every day, but at the end of the day they were dirty again. One day while walking down the street, I found a dead dog that was thrown away like trash. I felt sad since that animal once had life and was probably killed for the fun of it. My new block was a disaster and I never saw any people around. The only people alive there were retired people. The retired people's houses were fortified with metal bars and high tech alarms. They wouldn't come out of their houses. They would just peek through their windows. It made me even more scared. I turned to my father, who had the bright idea to move here, and I begged him: "Dad, please don't move here." He turned around and said, "Honey we will bring sunshine to this place." After the third week of living there, I just hated the place. I saw two gangsters injecting drugs and sniffing a white substance. The next day, I saw about twenty used needles thrown in the alley. Then I turned around and saw two gangsters in back of me with bikes. They followed me, and I walked as fast as I could. My legs seemed like they were two old turtles. My heart was bumping like a D.J., and the blood was racing in my body. I felt like dying right on the spot. While I was in a rush, I saw a police car passing and the gangsters disappeared. I never saw them again. I also witnessed a young mother forcing her children to beg for money, so she could buy drugs. She injected herself while her children were crying for her. We Can Change the World :: Personal Narrative Writing We Can Change the World I’ve been in many neighborhoods that were ugly and messy until one time in 1992 when we moved to Florence and Central. When I first saw this area, I felt scared and sad. I especially hated the black gate that made our street seem like a prison. The worst things were the bad neighborhoods, drugs, violence, and homeless people. On the first day, I could smell the aroma of old garbage mixed with beer and spoiled food. Just one sniff of that disgusting dump made me vomit until I had nothing left to exit. All the streets were dumped with pieces of garbage such as used diapers, used sanitary napkins, and dead rats. The streets were cleaned every day, but at the end of the day they were dirty again. One day while walking down the street, I found a dead dog that was thrown away like trash. I felt sad since that animal once had life and was probably killed for the fun of it. My new block was a disaster and I never saw any people around. The only people alive there were retired people. The retired people's houses were fortified with metal bars and high tech alarms. They wouldn't come out of their houses. They would just peek through their windows. It made me even more scared. I turned to my father, who had the bright idea to move here, and I begged him: "Dad, please don't move here." He turned around and said, "Honey we will bring sunshine to this place." After the third week of living there, I just hated the place. I saw two gangsters injecting drugs and sniffing a white substance. The next day, I saw about twenty used needles thrown in the alley. Then I turned around and saw two gangsters in back of me with bikes. They followed me, and I walked as fast as I could. My legs seemed like they were two old turtles. My heart was bumping like a D.J., and the blood was racing in my body. I felt like dying right on the spot. While I was in a rush, I saw a police car passing and the gangsters disappeared. I never saw them again. I also witnessed a young mother forcing her children to beg for money, so she could buy drugs. She injected herself while her children were crying for her.

Asian Social Science

It has been noted that many drug addicts relapse to drug use after discharged from successful treatment and rehabilitation programs. Thus it is imperative and timely to address the issues that prompt relapsed addiction. 400 drug addicts on relapse cases were selected from eight drug rehabilitation centres throughout Peninsular Malaysia to examine factors influences the relapsed addiction to drug use. Consistent with previous research, self-efficacy, family support, community support and employers support were identified as main factors that influenced the relapsed addictions tendency amongst addicts.Suggestions to curb relapsed addiction to drugs were discussed in relation to the findings. Keywords: Relapse, Addiction, Drug, Malaysia 1. Introduction The close geographical propinquity to Myanmar, Laos and Thailand (Golden Triangle) and other Southeast Asian countries that produces illicit drugs has intensify drug use in Malaysia. The illicit drug use been well thought-out as major soc ial intimidation in Malaysia.The government, on February 19, 1983, declared drug as national disaster and endeavor with stringent law enforcement together with rehabilitation programs for addicts. Indeed the government through various agencies has put in action strategies to impede drug use, parallel to the mission of attaining a drug-free society by 2015. Nevertheless, even with the country’s stringent enforcement policy, there has been a sizeable ascends in the number of fresh and relapsed drug users (National Anti-Drug Agency (NADA), 2009).NADA entrusted by the Malaysian government to sculpt mechanisms to handle the drug crisis and in particular to trim down relapsed addiction rate. Based on the statistics by NADA (2009), the number of detained drug addicts from January to December 2007 and 2008 were 14,489 and 12,352 respectively. Perhaps, the addiction trend that was recorded by NADA is some sort of a relief to all concern. In 2007, the detained fresh and relapsed addict s were 6,679 and 7,810 respectively.Among the detained drug addicts in 2008, 5,939 (48%) were fresh addicts while 6,413 (52%) were relapsed addicts. Interestingly, in 2008 the statistics revealed a decline of percentages in total number of detained addicts (15%), new addicts (11%) and relapsed addicts (18%) compared to the reported statistics in 2007. Nevertheless, careful observation on the statistics revealed an increase in the number of detained relapsed addicts compared to new drug addicts between 2008 and 2007.Generally, it is well understood that the number of drug addicts should reduce dramatically upon successful completion of treatments or rehabilitation program. However, the reported data explicates that most of the drug addicts failed to sustain the free of drug lifestyle after they have been discharged from rehabilitation treatment program. Mohamad Hussain and Mustafa (2001) reported that there are evidence of 90% relapsed cases among heroin addicts within six months aft er been discharged from the Serenti rehabilitation centres.It also had been found that 40% of the addicts pine for heroin after a month of abstinence. Surprisingly, Serenti rehabilitation centers have relapsed inmates who have followed the rehabilitation sessions for more than five times. Moreover, Habil, (2001) contended that more than 70 percent of those attending drug rehabilitation centres would probably relapse. Reid, Kamarulzaman, and Sran (2007) alleged that though some of the programs had been successful, about 70 to 90 per cent of addicts who underwent rehabilitation probably 37 Vol. 5, No. 12Asian Social Science return to the habit within first year after been discharged if they are compelled and detained at the rehabilitation centres. In any event, the rate of relapse among addicts is of great concern to both governmental and non-governmental bodies. Thus, this research was initiated to examine the factors contributing to relapsed addiction tendency amongst drug addicts i n Malaysia. Indeed this study is significant and timely to fight against drug addictions to the root while achieving the nation’s ambition to reach the zero drugs by 2015. . Factors Contributing to Relapse among Drug Addicts Relapse is a formidable challenge in the treatment of all behavior disorders (Witkiewitz & Marlatt, 2004). Several authors have described relapse as complex, dynamic and unpredictable (Buhringer, 2000; Donovan, 1996; Marlatt, 1996). Whereas according to Mahmood (1996), relapsed addiction means, usage, intake or misuse of psychoactive substances after one had received drug addiction treatment and rehabilitation, physically and psychologically.To Rasmussen (2000), relapse occurred because of the building up of additional crisis such as to look trivially on certain problem, stress, weak or failed forecast, the pessimistic thinking that all issue cannot be resolved and immature actions. Relapsed addicts also confused and overreact due to the inability to thin k clearly, unable to manage feelings and emotions, the difficulty to remember things, unable to control their feelings and easily angered. Various studies have examined the effects of psychosocial factors towards relapse among drug and alcohol dependence.Moos (2007) contended that psychological factors are supposition to contribute to relapse among drug addicts after abstinence. Consistently, anxiety has been linked to increased relapse risk among marijuana addicts (Arendt et al. , 2007; White et al. , 2004). Other relapse promoting factor is self-efficacy, defined as a degree to which an individual feels confident and capable performing a certain behavior in a specific situational context (Bandura, 1977).As described in the cognitive-behavioral model of relapse (Marlatt, Bear & Quigley, 1995), high levels of self-efficacy are predictive of improved alcoholism treatment outcomes (Brown et al. , 1995; Greenfield et. al. , 2000; Rychtarik, Prue, Rapp & King, 1992). The situation is di fferent from the results of research done on 60 alcoholics, which found that individuals who have high self-efficacy after going through rehabilitation treatment, are most unlikely to be addicted again (Allsop, Saunders & Phillips, 2000).Chuah (1990), in his research found that drug addicts who have low self-efficacy would be back to addiction after their release from getting treatment and rehabilitation. Other previous studies have also point out that improvement in self-esteem positively lead to success in rehabilitation programs and it assist in curbing drug addictions (Graham et al. , 1997; Mahmood, 1995; Mahmood et al. ,1998; Mahmood et al. , 1999). Attitude and poor knowledge on drug abuse been reported to be contributing factor of relapsed addictions among drug addicts (Abdullah & Iran, 1997).Besides, less support from family members and the community by large towards former addicts highly promote the relapsed addiction tendency after treatment (Brown et al. , 1995; Miller et al. ,1999; Miller, 1992; Moos & King, 1997). Research by Mohd Taib, Rusli and Mohd Khairi (2000) on family communication patterns amongst addicts’ family and non addicts’ family, showed weak communication patterns and less effective interactions amongst former addicts’ family is one of the high probable factors toward drug addiction.Indeed, family support is much needed to ensure the rehabilitation process success and issues like â€Å"don’t care attitude† and ostracizing former addicts would only failed the rehabilitation process and in the long run caused the former addicts to relapse (Daley & Marlatt, 1992). Amongst other factors that have been associated with relapsed addiction are peer pressures especially from the old friends who still use drugs. Mahmood, et al. (1999) found 50% of old friends influenced former addicts to pick up the drug taking habit after they were discharged from rehabilitation centres.The research also showed that 76% of the old friends assist rehabilitated individuals to get the needed supply of drugs. These situations further induced the relapsed addiction amongst former addicts who has been getting rehabilitation treatments. However, the above research is different from findings by Chuah (1990). He found peers support could help former addicts from not getting back to the old habit. He concluded that high emotional and spiritual support will indirectly increase the addicts’ self confidence and decrease the risk towards relapsed addiction.Gregoire and Snively (2001) reported that addicts who have discharged from rehabilitation centres and living in drug-free social environments could be linked with higher abstinence rates and low in relapse of drug use. Mc Coy and Lai (1997), on the other hand, associates inability to get jobs amongst former addicts who were discharged from rehabilitation centres coupled with lack of financial supports, caused the addicts to go back to addictions. Yunos (1 995) asserted that employers always took advantage on the former addicts by paying low salaries without aking into consideration their qualifications and experience, causing dissatisfactions amongst the former addicts that eventually caused them to quit their jobs. Yahya & Mahmood, (2002), found that the treatment and rehabilitation programs being conducted in any country would faced various challenges. The effectiveness of drug rehabilitation programs also one of the factors, associated with relapsed addictions amongst addicts. This is because some researchers found drug rehabilitation programs conducted on addicts are less effective to jolt them to awake (Mokhtar, 1997, Wellish & Prondergast, 1995).Many research found that the traditional treatment and rehabilitation models failed to help in reducing relapse addiction to drug use (Habil, 2001; 38 Asian Social Science December, 2009 Mahmud Mazlan, Schottenfeld & Chawarski, 2006; Mohamad & Mustafa, 2001; Mahmood, Md Shuaib Che Din a nd Ismail Ishak, 1998; McLellan, 2002; Nestler, 2002; O'Brien, 2006 ; Reid, 2007). Though, sufficient rehabilitation programs are in place, prevention of relapse to drug will pass its best if physiology and psychology strength of addicts faint in due time.In addition, lack of multiple long term treatment modalities, social intervention and additional pharmacological treatment could abet relapse. Hence, relapse to drug use after extended periods of abstinence remains as most intricate clinical problem and research issue in the treatment of drug addiction (Miller et al. , 1999; O'Brien, 2006; Sinha & Li, 2007). Individuals involved in recovery and the treatment of recovering individuals recognize that sustaining a clean and sober life is perhaps significantly more difficult than eliminating the use of the drug.There is a high degree of consensus in the field that relapse is a common element in the recovery process. Nevertheless, examination of factors which contributes to relapse is i ndispensable to develop successful interventions in curbing future relapse to drug-taking behavior (Donovan, 1996; O'Brien, 2006, Sinha & Li, 2007). The present study intended to identify the extent that self-efficacy; support from peers, family, employers, community; and programme effectiveness at drug rehabilitation centres influences the relapsed addiction amongst drug addicts.The findings of this research is advantageous to the government, namely the Home Ministry, NADA, social workers, drug counselors, psychologist and other human services in particular, Malaysia and other regions in general. 3. Method The primary data was obtained through a survey using self-administered questionnaire. Items from established instruments were adopted and modified appropriately to suit the objectives of the study. The instrument consists of five parts. The first part of the questionnaire collected the demographic information of the respondents.Second part consist 42 items developed by Marlatt an d Gordon, (1985) to measure the tendencies of relapsed addiction among the addicts. The items specifically measures three dimensions; negative emotion, interpersonal conflict and social pressure. Part 3, 4 and 5 obtained information pertaining to self-efficacy, sosial-environment factors (support form peer, family, employer, and community) and rehabilitation programme effectiveness respectively. Self-efficacy was measured using 15 items developed by Sherer and Maddux (1982) while 5 items from Abdullah and Iran (1991) was employed to measure attitude towards drug abuse. 0 items developed by Procidano and Heller (1983) used to measure peer and family support.12 items created by the researchers to measure employer and community support. The program effectiveness at drug rehabilitation centres was measured using 26 items developed by Bahaman, et al. (2003). The respondents were asked to respond on a scale ranging from strongly disagree (1) to strongly agree (4). From the analysis, it wa s identified that the Cronbach alpha of all constructs exceeds Nunnally’s (1978) recommended threshold value of 0. 7. Thus, the instrument used in this study showed a good level in terms of reliability.The respondents were chosen by systematic sampling procedure. 400 questionnaires were personally distributed to the relapsed addicts who are undergoing treatments and rehabilitations in eight Narcotics Rehabilitation Centres in Peninsular Malaysia. Counselors from the respective centres help to disseminate and collect the survey. High response rate (100%) for this study is due to high degree of cooperation by the respondents and the centres’ counselors. In addition, the drop and pick method utilized in this survey was very effective.The data were analyzed using SPSS Version 15. 4. Findings and Discussion 4. Respondents’ background Majority of the respondents (86%) involved in this research were aged 30 years and above. 80% of them were Malays and Muslims and in te rms of marital status, 65% were single. From the data on educational level, 91% of the respondents were holding Sijil Pelajaran Malaysia (Malaysian Certificate of Education, equivalent to O’levels). About 47% of them used to work as temporary workers. 4. 2 Factors promoted relapsed addiction amongst drug addicts in Malaysia. Respondents perceptions on all factors contributing to relapsed addiction were categorized as low, moderate and high based on the possible score range.Table 1 shows the summary of the findings. About 97 percent of the respondents indicated moderate to high level of agreement on attitude towards drug abuse. 68 percent of the respondents agreed to moderate level of self-efficacy. In short, the findings showed that respondents received moderate to high level of support from peers (99 percent) and family (96 percent) in their endeavor towards free from drug use. On the other hand respondents reported that they received low to moderate level of support from em ployers (98 percent) and community (94 percent) on the whole.About 99 percent of the respondents indicated moderate to high level of satisfactory with the rehabilitation programme at the respective centres. Table 2 displays the Pearson’s correlation coefficients between the research variables which indicate the strength of relationship between the seven factors with respect to perceived tendency of relapsed addiction to drug use. Out of seven factors identified to promoting relapsed addiction, only four factors showed significant correlation at the 0. 05 level. The factor with the highest correlation to tendency of relapsed addiction to drug use is self-efficacy (r= . 790, p

Marxist Critique of Desiree’s Baby Essay

The Antebellum south, or merely the word plantation, conjures images of white, columned manses shaded by ancient oaks bowed beneath the weight of Spanish moss and centuries. Somehow these monuments of Greek revivalist architecture sparkle in their ivory-coated siding, even while the trunks of their aged arboreal neighbors hide under layer upon soggy layer of dense, green lichen. The white house is a reflection of the inhabitants, its cleanliness in the damp, soiled environment standing as a stark reminder of the hegemony governing the lives of those living not in the house, but hidden nearby. L’Abri, the plantation home of the Aubigny family in Chopin’s Desirà ©e’s Baby, is yellow and has a foreboding black roof made more sinister by the gloomy shadows cast by its requisite antiquated greenery. L’Abri is not unlike any other antebellum mansion of the pre-Civil War era; it represents its inhabitants. The mansion is excellently presented as an example of how little authority color truly wields without an underlying power structure to give it substance. While race figures prominently in Desirà ©e’s Baby, the story is an exemplary specimen for the application of Marxist criticism. Marxist criticism is the recognition of â€Å"inequalities in power between characters† (Gardner 146). It purposes to â€Å"expose the inequalities that underlie all societies† (Gardner 146). These inequalities can have multiple sources, though often the main source is race. But is race a biological reality? Miles posits that races are imagined, in that they â€Å"have no real biological foundation† (26). Miles further observes that differentiations between groups are â€Å"simultaneously inclusive and exclusive† (27) as the characteristics describing one group stand in contrast to another group. The destructive nature of racial categorization is in the claims that biolo gical types determine â€Å"the endowment and behavior of individuals† (Miles 28) depending on their race, and that conflict between them is the â€Å"consequence of their biological constitution† (Miles 28). Furthermore, race can be used to argue that there exists a natural hierarchy that determines positions of inferiority, and by extension, superiority (Miles 28). These assertions give credence to the ownership of slaves and the race-based denial of rights, and are foundational to the idea that the mixing of races is unnatural and even destructive. But race mixing is not mixing if race does not exist as a biological category. While science can find ways to assign race, those categories are blurred as races blend and eventually they will disappear. As a danger to the idea of race, blending is anathema to the superior category. Plantation life was a microcosmic picture of the idea of a need for segregation, wherein each category was given â€Å"its own territory within which its distinctive capacity for ‘civilization’ can be realized† (Miles 30). But Chopin gives an excellent (and perhaps accurate) portrayal of the lack of any real biological basis for what constituted race in Antebellum Louisiana. Chopin describes Armand as dark (402), and Desirà ©e points out to Armand that she is fair-skinned and whiter than he is (403). The baby is â€Å"their child† (Chopin 403) when Armand reveals the ‘truth’ to Desirà ©e, but is Desirà ©e’s child alone only four paragraphs later as she decides to leave (Chopin 404), notwithstanding the actual biological basis upon which the child’s parentage is based. Desirà ©e walks away with the â€Å"golden gleam† (Chopin 404) of the sunlight in her brown hair, taking nothing with her, as befitting her new-found but false identity. She does not take the beaten path, but instead walks through the newly-harvested October fields (Chopin 404), again behaving in a way that befits the new category with which she now identifies. Desirà ©e’s biology belies the reality that she now accepts as â€Å"the stubble bruised her tender feet† (Chopin 404), and she does not know to walk where the branches will not shred her delicate clothing. If Desirà ©e were actually black in the Antebellum south, she would know these things from early childhood. Desirà ©e disappears â€Å"among the reeds and willows that grew thick along the bank of the deep sluggish bayou; and she did not come back again† (404). Desirà ©e’s disappearance is not only her physical departure from L’Abri; it is the disappearance of the white woman that was Desirà ©e. And none of these circumstances is decided by biology, but by what Marxists refer to as a â€Å"struggle for power between different social classes† (Gardner 145). Chopin is delivering a message that power transcends race. What sets Desirà ©e apart in terms of her subjugation by Armand? It is not race, but the lack thereof. Desirà ©e is unable to hide anything about herself because her origins are unknown (Chopin 401). She is a willing captive to Armand as a result of her love and her marriage, but she is not an unwilling captive to race; she is an unwilling captive to her otherness. She does not have doubts about her race, but must live with the reality that â€Å"Armand has told me I am not white† (Chopin 404). Because her origins are unknown and she does not have a name, she must acquiesce to the whims of Armand, who had at first decided to be unconcerned about â€Å"the girl’s obscure origins† (Chopin 401). Armand is the power here. He makes all of the decisions regarding the lives of those within his circle of power, and he does so because he is allowed to do so. Madam Valmondà © has even decided to be unconcerned about Armand’s questionable origins. It is interesting that Desirà ©e’s mother perceives evidence of the baby’s blackness (Chopin 402), but does not explore the possibility that Armand’s blood is the cause. Madam Valmondà © is part of the power structure and victimizes her own daughter, whom she claims to love deeply and sees as a gift from â€Å"a beneficent Providence to be the child of her affection, seeing as she was without child of the flesh† (Chopin 401). Had Desirà ©e been a child of the flesh of Madam Valmondà ©, she would have been accepted, and Madam Valmondà © could have exercised her superiority over Armand and the unanswered questions of his origins. It is remarkable that no one questions Armand’s pedigree even though his mother lived and died in France (Chopin 401). Armand’s mother is perhaps one of the more interesting subjects of Marxist study in the story. One cannot help but wonder why Chopin portrays Monsieur Aubigny as â€Å"easy-going and indulgentâ⠂¬  (Chopin 403). He is a slave owner who married a woman of a different race overseas and asserted his white superiority over her, which is evident in her letter at the end of the story (Chopin 405). She credits God with having given her the ability to hide the reality of her inferiority from her son (Chopin 405). She is lost in the shame of her otherness. She has been so fully convinced by her perceived superiors of her inferiority that she sees the ability to hide her true nature as a gift from her creator. To Monsieur Aubigny’s hidden wife, this is as much a gift as Madam Valmondà ©Ã¢â‚¬â„¢s child of affection. One must question why Aubigny moved to France to marry this woman. And what was the arrangement that allowed her to stay hidden? Did she commit suicide? Is the letter that Armand is reading a final word from her before taking her own life? Note that this was only â€Å"part of an old letter† (Chopin 405), which leaves the true nature of her death unknown. This is power beyond ownership of chattels or social superiority; this power is God-like. Aubigny has happy slaves and is an indulgent tyrant, but to what dark magic has he subjected his French wife? Even if she is dying from something natural at the writing of the letter, it is remarkable that she perceives such powerlessness in herself. Armand is not as devoted as his mother to God. He finds that God has â€Å"dealt cruelly and unjustly with him† (Chopin 404) when he discovers that all is not as it seemed. Armand has a beautiful wife who â€Å"loved him desperately† (Chopin 402) and â€Å"asked no greater blessing of God† (Chopin 402) when he smiled. He has inherited a plantation and slaves to work it. He is rich and possesses the legacy of a good name. Yet in unmitigated spite of all that he has been given, Armand finds God unjust. His world has been suddenly and completely turned on its head because he has reason to believe that his child has inherited inferiority, never guessing that he himself is the source in more ways than one. Armand is a name similar to Adam, and Chopin seems to model him in part after the biblical first man. With the expulsion of Desirà ©e, L’Abri is reminiscent of the biblical garden east of Eden, with the exception that Armand remains. The Mosaic account of the creation of man includes a guideline for marriage, with the command that â€Å"they shall become one flesh† (NASB, Genesis 2.24). A married couple in this sense should be regarded in the same manner as a child and parent – inseparable by nature, regardless of wounds or emotions. This is a picture that does not give place to the other as each partner is regarded equally. It should be noted here that the name Desirà ©e is a French articulation of desire, and it was Adam’s desire that inspired God to give him a mate (NASB, Genesis 2.20). But Adam failed to regard his wife as equal to himself, standing by as she was tempted and choosing not to intervene (NASB, Genesis 3.6). In witnessing her deception and choosing not to intervene, Adam has made Eve the other. He has separated himself from her. Armand allegorically models the actions of Adam, but he gives himself the God-like power to expel his Eve from the garden, while choosing to ignore his own nature. Adam was Armand’s example in choosing to act in spite of all that he had been given, and in Adam’s attempt to fool God into believing that he had been blameless (NASB, Genesis 3.11), he set up a struggle for power. Armand falls easily into this struggle. It is not a stretch to believe that he has doubts about his own race. Exiling Desirà ©e is a tactic that Armand uses to maintain his hegemony. He does not have a foundation of support apart from the societal acceptance of slavery and white superiority. Desirà ©e and Madam Valmondà © are victimized by the very system that they tacitly support. They support it both by their participation as landowners and probable slave-holders and by their acceptance of it even when it forces them to accept inferiority. The superstructure of power in their society is so strong that it can be enforced with nothing more than words, even when those words have no basis in biological fact. It is not the taint of the wrong skin color that makes Desirà ©e a tragic figure; it is her support of a tainted system from which she benefitted until it turned on her. Skin color is a biological reality, but it has been manipulated in support of hegemony. The Antebellum south stood as a physical representation of the realities of race. Large, sparkling, white houses stood proudly fronting the large plantation estates of the white owners therein, while the dark-skinned slaves abode in small, mean cottages hidden in the rear. Kate Chopin depicts a plantation mansion in her short story Desirà ©e’s Baby with a paint color that is darker than the standard, modeling the color of the inhabitants. Nonetheless, the Aubigny family is powerful, benefitting from a superstructure that assigns power by the perception, rather than the reality, of skin color. While race is an important feature of the story, Chopin has written a work that is perfect for a Marxist critique. Works Cited Chopin, Kate. â€Å"Desirà ©e’s Baby.† Anthology of the American Short Story. Ed. James Nagel. Boston, New York: Houghton Mifflin, 2008. 121-135. Print. ISBN: 978-0-618-73220-3 Gardner, James. Writing about Literature: A Portable Guide. Boston: Bedford/St. Martin’s, 2009. Print. ISBN: 978-0-312-60757-9 Miles, Robert. â€Å"Recent Marxist Theories of Nationalism and the Issue of Racism.† The British Journal of Sociology 38.1 (1987): 24-43. Web. 9 Jun. 2012. New American Standard Bible. Trans. The Lockman Foundation. New York: Oxford UP, 1971. Print.