The Art of Stained Glass essays

How R C Sheriff evokes a sense of pathos in the final scene of Journeys End Essay Example For Students

How R C Sheriff brings out a feeling of emotion in the last scene of Journeys End Essay I imagine that Sherriff composed excursions End in 1928 with the goal that he wouldnt bring back a lot of terrible recollections from the war. In the event that he had composed it and discharged it soon after the war, it would have caused an excess of contention in this way not as much individuals would have understood it. Excursions End was set in one spot, the little uncovered, this permits the crowd to focus on whats going on at that place and not be diverted by different things in different spots. In Journeys End, the characters utilize early English, Trotter, Maison, Hibbert and Raleigh use slang all through the play. Osborne and Stanhope are very rich and don't utilize slang. In the past scenes Raleigh comes to Stanhopes organization by making a few things happen, this implies he proberly requested that somebody put him into Stanhopes organization. Stanhope isnt satisfied that he came to him since he is terrified that Raleigh will tell his sister that Stanhope drinks constantly, so he peruses Raleighs letters, however Raleigh expresses decent things about Stanhope in them, so Stanhope starts to be somewhat progressively lovely about him. Hibbert concedes that he is exceptionally frightened of the channels, and afterward Stanhope says that he is. At that point not a lot occurs until Osborne and Raleigh are informed that they have honey bee picked for an assault, Osborne bites the dust in that attack. In the past scene, Stanhope, Trotter and Hibbert are hosting a little get-together, snickering and indicating each other pictures, they where drinking Champaign. Hibbert advises Stanhope to hit the sack and Stanhope blows up and yells at Hibbert. At that point Raleigh comes into the channel and reveals to Stanhope that he had eaten with the men and that he cannot eat when Osbornes lying out there then Stanhope yells more and they all head to sleep. Toward the beginning of scene three, the disposition has changed, everybody is calm and it nearly appears that they are prepared to kick the bucket, not at all like in the past scene when there was a gathering, in which they where chuckling and talking. The burrow that the fundamental characters are in is cold, I know this in light of the fact that the writer says that Stanhope lies clustered with his sweeping drawn firmly round him, disclosing to me that he is attempting to keep warm. In the last scene, I feel that the hints of shelling develop pressure in light of the fact that each couple of pages it would state that the shelling was drawing nearer, this makes you believe that something important will happen when the shelling hits them. Upon the arrival of the fight, Hibbert is found of going in the channels. He attempts to put it off by saying that he is so appallingly parched and Stanhope says that the more you remain here, the harder itll be to go up, to Hibbert, Maison attempts to convince Hibbert to go up, it appears that Maison and Hibbert have traded specialists. At the point when Raleigh gets harmed, Stanhope discloses to him that he has gotten a blighty one implying that he is harmed sufficiently severely for him to go to emergency clinic, and afterward back home. In any case, we as the crowd realize that his physical issue is not kidding and that he may kick the bucket. Sensational incongruity is utilized. I believe that R.C Sherriff worked admirably bringing out poignancy in this play. He utilized great language for the characters and did well to develop strain, particularly in the last scene.

Precautions You Should Take Before Taking Zoloft

Precautions You Should Take Before Taking Zoloft Bipolar Disorder Treatment Medications Print Precautions You Should Take Before Taking Zoloft By Marcia Purse Marcia Purse is a mental health writer and bipolar disorder advocate who brings strong research skills and personal experiences to her writing. Learn about our editorial policy Marcia Purse Medically reviewed by Medically reviewed by Steven Gans, MD on November 16, 2019 Steven Gans, MD is board-certified in psychiatry and is an active supervisor, teacher, and mentor at Massachusetts General Hospital. Learn about our Medical Review Board Steven Gans, MD Updated on December 05, 2019 Depression Overview Types Symptoms Causes & Risk Factors Diagnosis Treatment Coping ADA & Your Rights Depression in Kids Verywell / JR Bee In This Article Table of Contents Expand Starting Zoloft Serious Side Effects Missing a Dose Overdose Stopping Zoloft View All Zoloft  (sertraline) belongs to a class of medications called selective serotonin reuptake inhibitors, or SSRIs. These medications work by increasing the level of available serotonin in the brain.?? Low levels of serotonin in the brain are linked to a depressed mood as well as other psychiatric symptoms. Besides major depressive disorder, Zoloft is also FDA-approved to treat the following psychiatric conditions:?? PTSDPanic disorder  OCDSocial anxiety disorderPremenstrual dysphoric disorder Learning how Zoloft works and what to watch out for when taking it can help you cope with your illness better and stick to your treatment plan. Starting Zoloft Its important that you dont expect immediate results when taking Zoloft. People typically notice some improvement within a week or two, but it may take several weeks until you feel the full effects of the drug. Also, when you start taking Zoloft, you may experience some side effects. The most common ones include nausea or upset stomach, diarrhea, sweating, tremor, or a decreased appetite. Sexual side effects may also occur, most notably delayed ejaculation and decreased libido.?? If any of these the side effects dont go away  or are giving you significant problems, be sure to contact your doctor. Sometimes simple remedies can ease the side effects of taking Zoloft like taking it at a different time of day or changing the dose. Other times, if the side effects are too bothersome, your doctor may recommend switching to a different SSRI or a different class of medication altogether. Common Side Effects Nausea Diarrhea Sweating Tremor Difficulty with ejaculation Decreased libido Decreased appetite Serious Side Effects Suicidal thoughts and behavior in children or young adults Serotonin syndrome Bleeding risk with blood thinners Mania or hypomania with bipolar disorder Low sodium levels Allergic reaction (rare) Risk in pregnancy of infant developing persistent pulmonary hypertension Serious Side Effects In addition to the common side effects mentioned above, there are some serious effects to be on the lookout for if you are taking Zoloft. Suicidal Thoughts and Behavior A black-box-warning refers to a serious notice made by the U.S. Food and Drug Administration about this medication. The black-box warning for Zoloft indicates it may cause or increase thoughts of suicide in children and young adults. Monitor your loved one, or yourself if youre in this age group, for any signs of such thoughts, and contact your doctor immediately if they occur. Serotonin Syndrome   Taking Zoloft may put you at risk for a rare, but possibly life-threatening condition called  serotonin syndrome. This risk is higher if a person is also taking other serotonin-related medications like triptans (a common migraine medication), tricyclic antidepressants, or the pain medication, Ultram (tramadol), but can occur with taking Zoloft alone, as well. Some of the signs and symptoms of this condition are agitation, confusion, a high heart rate, fluctuating blood pressure, rigid muscles and/or coordination problems, tremor, and gastrointestinal problems like diarrhea.??   To be proactive in avoiding this rare syndrome from occurring, be sure to tell your doctor all the medications you are taking, including any over-the-counter drugs or supplements.   Increased Risk of Bleeding There is an increased chance of bleeding when taking Zoloft along with medications that block platelets or medications that thin your blood. Examples include aspirin, nonsteroidal anti-inflammatory drugs (NSAIDs), and Coumadin (warfarin).?? Please notify your doctor right away of any bleeding events like nosebleeds or increased bruising. Seek medical attention right away if you notice more serious bleeding events like blood in your stool.   Mania or Hypomania Zoloft can trigger a hypomanic or manic episode in a person with bipolar disorder.?? Remember to tell your doctor if you have ever been diagnosed or suspected of having bipolar disorder, or have a family history of it. Low Sodium Levels Low sodium levels in the bloodstream (called hyponatremia) may occur with Zoloft, in addition to other SSRIs. Signs and symptoms of hyponatremia include:?? HeadacheProblems concentratingMemory difficultiesConfusionWeaknessUnsteadiness and potentially falling In more severe cases, hyponatremia can lead to seizures and other serious neurologic and medical issues. Allergic Reaction While not common, if you take Zoloft and develop signs or symptoms of an allergic reaction like rash, hives, swelling, or problems breathing, contact your doctor right away. Pregnancy Zoloft is a pregnancy category C medication, so inform your doctor if you become pregnant on Zoloft or are planning a pregnancy. Zoloft use in the third trimester may increase a babys chance of developing a rare condition known as persistent pulmonary hypertension which can cause breathing problems. In addition, third-trimester use of Zoloft may possibly cause neonatal withdrawal symptoms.?? However, some women may need to continue taking Zoloft during pregnancy because of the benefit of treating their illness outweighs the potential risks. Overall, this decision requires a careful and thoughtful discussion with both an obstetrician and mental health professional.   Missing a Dose Try to take your Zoloft at the same time every day. Setting a timer on your phone may be helpful so you dont forget. But if you do miss a dose, take it as soon as you remember, unless it is too close to your next dose. In other words, never take two doses of Zoloft at the same time. Simply take your next scheduled dose and then return to your usual schedule. Overdose Contact Poison Control and your doctor for their guidance if you overdose on Zoloft. The most common signs and symptoms associated with Zoloft overdose include sleepiness, vomiting, a fast heart rate, nausea, dizziness, agitation, and tremor.?? How to Tell If Someone Has Overdosed on Zoloft Stopping Zoloft Stopping sertraline may result in symptoms of withdrawal, also known as SSRI discontinuation syndrome.?? This is one reason why its important to not stop taking Zoloft on your own. If you and your doctor decide its best for you to stop Zoloft, he can provide you with a tapering strategy to minimize any withdrawal symptoms like irritability, increased anxiety, or flu-like symptoms. How to Taper Off Zoloft A Word From Verywell Before prescribing Zoloft, your doctor will perform a thorough medical history. Even so, its important for you to play an active role in your healthcare. In other words, inform your doctor of all the details of your health history, regardless of whether or not you think they are essential.   Overall, Zoloft is a generally well-tolerated and safe medication and has significantly helped many people cope with their psychiatric condition. You deserve to get well, and the good news is that if after trying Zoloft you find it doesnt help, there are lots of other options available.

Key Historical Figures of World War I

War Poems War Poetry - 1443 Words

Soldiers often pay the ultimate price for a nation’s security. Fighting in battles throughout the centuries leads to countless deaths that define a country. In many nations soldiers often fall while enforcing their countries policies. There is no way possible in which a nation can thank a family of a fallen soldier enough. Death of a soldier leaves a nation with a vein of guilt deep within the core of the country. War poetry immortalizes the death of these soldiers in an attempt to forget about the brutality of conflict and to remove the grief that comes from sending your nation’s sons and daughters into combat. War poetry immortalizes soldiers in an attempt to keep the nation moving forward, to gain closure, and to paint a heroic image of†¦show more content†¦Heroism is common theme of war poetry. A heroic image serves as an aid in advancing the closure of the families, by offering that their sons died honorably. Immortalization of soldiers’ deaths as h eroic have helped justify the recruitment of a nation’s youngest adults for centuries. War poetry by different authors all seem to follow the same theme. In â€Å"Dead of ‘92† the author, Arthur Rimbaud, draws reference to the nobility of death of soldiers and to the immortalization of the fallen. In the following quote, â€Å"Oh soldiers, sown by death, your noble lover, in our old furrow you regenerate† the authors use of the word â€Å"noble† once again paints a picture of honor associated with death of soldiers (Rimbaud 8). Furthermore, the use of the word â€Å"furrow† references a trench or a crack. A trench correlates to the crack that a nation feels when their vein of guilt becomes too large. The vein of guilt cracks the nation. In addition to this, the author reference to guilt, the author uses the word â€Å"regenerate† leads to the connection of immortalization. By regenerating you can live on forever as does the memory of t he soldier in this poem. The soldier lives on for all eternity by regenerating itself in the guilt filled trench of the nation. The nobility of the soldier is immortalized throughout the poem by this line. Immortalization in â€Å"Dead of ‘92† along with many other poems throughout time has helpedShow MoreRelatedHow Poetry Can And Can Not Say Many Things957 Words   |  4 PagesPoetry can and cannot say many things in many ways. Poetry in the Twentieth Century pertaining to the Great War or the First World War gave people an idea about what poetry could say and could not say. Poetry during the First World War would often either conceal the true nature of the conflict going on or poetry would gruesomely paint the conflict for what it was worth. Robert Brooke’s â€Å"The Solider† conceals the First World War’s ultimate brutality by claiming it as a noble endeavor, Wilfred Owen’sRead MoreWar Poems954 Words   |  4 PagesWar is a time of viole nce, protest, death and pain for many people around the world. With this conflict, a lot of poetry is written because poetry is one of the most common ways for people to put across their feelings about situations. War is one of these situations for which many people have very strong feelings. A common theme in war poetry is the transformation that war brings about in a person. Many poems reveal boys going into war and becoming young men after the experience. Another dominantRead MoreUniversity Of Oxford English Professor, Dr. Stuart Lee1318 Words   |  6 Pagesthat the First World War was one of the seminal moments of the twentieth century in which literate soldiers, plunged into inhuman conditions, reacted to their surroundings in poems. Lee’s statement identifies the role played by First World War poetry played in not only commemorating the Great War but also allowing scholars to gain an insight into the brutalities of the conflict through this literature available. This essay will agree with the statement that First World War poetry has become one ofRead MoreSimilarities Between Rupert Brooke, Siegfried Sassoon, And Wilfred Owen1531 Words   |  7 PagesSenior High School World War I Poetry How it changed during the war Abby Schaubroeck Honors World Cultures Period 3 Ms. Beck 19 May 2017 Over the course of the war the perspective of literature, in specifically poetry, changed. Rupert Brooke, Siegfried Sassoon, and Wilfred Owen all share one common bond: these men were war poets. According to the Oxford Dictionary, the term â€Å"war poet† means â€Å"a poet writing at the time of and on the subject of war, especially one on military serviceRead MoreBritish World War I And Wilfred Owen s `` Anthem For Doomed Youth ``941 Words   |  4 PagesBritish World War I soldiers Wilfred Owen and Siegfried Sassoon both have a similar approach to World War I poetry, however, Owen is the more effective writer. Owen’s poetry is heavily influenced by Sassoon’s, but Sassoon’s poetry entails very gruesome imagery in great detail. In Owen’s poems, he describes the pleasures of life being deadened because of the war and denies the expectations of the war from society. Sassoon’s poems are far more depressing and visual with descriptive words but seem toRead MoreModern Poetry978 Words   |  4 Pagesis around now. Modern poetry is: à ¢â‚¬Å"For artists and writers, the Modernist project was a re-evaluation of the assumptions and aesthetic values of their predecessors† (http://www.poetryfoundation.org/learning/glossary-term/Modernism). Even poetry that has been around for centuries has a new twist and can be considered modern now. Everyone seems to want to move on and up in the world and to have the best, most influential things in their life for their future. Modern poetry really puts a spin on whatRead MoreThe Importance Of Reading Poetry1158 Words   |  5 PagesWhen we hear the word â€Å"poetry† it often triggers associated thoughts we relate to poetry. Throughout history poetry had been a major influence of every art movement and is known to capture emotions better than any other art form. As an introduction to the arts culture, Once a person is comfortable with reading poetry they begin to reach out and explore other art forms. The appreciation of any art requires the same critical thinking and emotional awareness as poetry, making poetry a great first step towardRead MoreCritical Analysis of Wilfred Owens poem Arms and the Boy1660 Words   |  7 PagesAnalysis of Wilfred Owens poem Arms and the Boy I. Introduction: 1. Introducing what is going to be discussed in the paper (analysis of Arms and the Boy , its relation to one of Owens poem). 2. Thesis Statement : Wilfred Owens poem Arms and the Boy can be discussed to represent the horror of war. II. Body: 1. Owen was a soldier and a modern poet who was known as anti-war poet. A. A summary of Owens poetry in general . B. His representation of the horror of war in his poems. 2. Arms and the Boy isRead MorePoem Analysis : Sassoon s Poetry1493 Words   |  6 Pagesmovement of the First World War led to an extraordinary flowering of poetic talent. The influence of English war poet and soldier, Siegfried Sassoon, extended far beyond his own works. His journey through the conflict of war reflected a wider evolution of the literary world. I find that following the evolution of Sassoon’s poetry throughout his life contributes to the understanding of the reality of the ‘Great War for Civilisation’. Through his poetry, Sassoon exposed war as it really is – destructiveRead MoreThe Most Influential Moments Of The First World War1136 Words   |  5 PagesIntroduction The First World War was one of the most influential moments of the twentieth century where literate soldiers fought in inhuman conditions and reacted to their surroundings through written words, most often poetry. Jessie Pope and Wilfred Owen were made famous by the poetry they wrote, about describing various war experiences. Both poets wrote from completely different perspectives of war. Jessie Pope born in Leicester (England) in 1868 was an English poet, writer and journalist who

Coke N Pepsi Free Essays

string(56) " very stringent conditions were imposed on the venture\." CASE 1? 3 Coke and Pepsi Learn to Compete in India THE BEVERAGE BATTLEFIELD In 2007, the President and CEO of Coca-Cola asserted that Coke has had a rather rough run in India; but now it seems to be getting its positioning right. Similarly, PepsiCo’s Asia chief asserted that India is the beverage battle? eld for this decade and beyond. Even though the government had opened its doors wide to foreign companies, the experience of the world’s two giant soft drinks companies in India during the 1990s and the beginning of the new millennium was not a happy one. We will write a custom essay sample on Coke N Pepsi or any similar topic only for you Order Now Both companies experienced a range of unexpected problems and dif? cult situations that led them to recognize that competing in India requires special knowledge, skills, and local expertise. In many ways, Coke and Pepsi managers had to learn the hard way that â€Å"what works here† does not always â€Å"work there. † â€Å"The environment in India is challenging, but we’re learning how to crack it,† says an industry leader. THE INDIAN SOFT DRINKS INDUSTRY In India, over 45 percent of the soft drinks industry in 1993 consisted of small manufacturers. Their combined business was worth $3. million dollars. Leading producers included Parle Agro (hereafter â€Å"Parle†), Pure Drinks, Modern Foods, and McDowells. They offered carbonated orange and lemon-lime beverage drinks. Coca-Cola Corporation (hereafter â€Å"Coca-Cola†) was only a distant memory to most Indians at that time. The company had been present in the Indian market from 1958 until its withdrawal in 1977 following a dispute with the government over its trade secrets. After decades in the market, Coca-Cola chose to leave India rather than cut its equity stake to 40 percent and hand over its secret formula for the syrup. Following Coca-Cola’s departure, Parle became the market leader and established thriving export franchise businesses in Dubai, Kuwait, Saudi Arabia, and Oman in the Gulf, along with Sri Lanka. It set up production in Nepal and Bangladesh and served distant markets in Tanzania, Britain, the Netherlands, and the United States. Parle invested heavily in image advertising at home, establishing the dominance of its ? agship brand, Thums Up. Thums Up is a brand associated with a â€Å"job well done† and personal success. These are persuasive messages for its target market of young people aged 15 to 24 years. Parle has been careful in the past not to call Thums Up a cola drink so it has avoided direct comparison with Coke and Pepsi, the world’s brand leaders. The soft drinks market in India is composed of six product segments: cola, â€Å"cloudy lemon,† orange, â€Å"soda† (carbonated water), mango, and â€Å"clear lemon,† in order of importance. Cloudy lemon and clear lemon together make up the lemon-lime segment. Prior to the arrival of foreign producers in India, the ? ht for local dominance was between Parle’s Thums Up and Pure Drinks’ Campa Cola. In 1988, the industry had experienced a dramatic shakeout following a government warning that BVO, an essential ingredient in locally produced soft drinks, was carcinogenic. Producers either cat2994X_case1_001-017. indd cat2994X_case1_001-017. indd 10 had to resort to using a costly imported substitute, estergum, or they had to ? nance their own RD in order to ? nd a substitute ingredient. Many failed and quickly withdrew from the industry. Competing with the segment of carbonated soft drinks is another beverage segment composed of noncarbonated fruit drinks. These are a growth industry because Indian consumers perceive fruit drinks to be natural, healthy, and tasty. The leading brand has traditionally been Parle’s Frooti, a mango-? avored drink, which was also exported to franchisees in the United States, Britain, Portugal, Spain, and Mauritius. OPENING INDIAN MARKET In 1991, India experienced an economic crisis of exceptional severity, triggered by the rise in imported oil prices following the ? rst Gulf War (after Iraq’s invasion of Kuwait). Foreign exchange reserves fell as nonresident Indians (NRIs) cut back on repatriation of their savings, imports were tightly controlled across all sectors, and industrial production fell while in? ation was rising. A new government took of? ce in June 1991 and introduced measures to stabilize the economy in the short term, then launched a fundamental restructuring program to ensure medium-term growth. Results were dramatic. By 1994, in? ation was halved, exchange reserves were greatly increased, exports were growing, and foreign investors were looking at India, a leading Big Emerging Market, with new eyes. The turnaround could not be overstated; as one commentator said, â€Å"India has been in economic depression for so long that everything except the snake-charmers, cows and the Taj Mahal has faded from the memory of the world. † The Indian government was viewed as unfriendly to foreign investors. Outside investment had been allowed only in high-tech sectors and was almost entirely prohibited in consumer goods sectors. The â€Å"principle of indigenous availability† had speci? ed that if an item could be obtained anywhere else within the country, imports of similar items were forbidden. As a result, Indian consumers had little choice of products or brands and no guarantees of quality or reliability. Following liberalization of the Indian economy and the dismantling of complicated trade rules and regulations, foreign investment increased dramatically. Processed foods, software, engineering plastics, electronic equipment, power generation, and petroleum industries all bene? ted from the policy changes. PEPSICO AND COCA-COLA ENTER THE INDIAN MARKET Despite its huge population, India had not been considered by foreign beverage producers to be an important market. In addition to the deterrents imposed by the government through its austere trade policies, rules, and regulations, local demand for carbonated drinks in India was very low compared with countries at a similar stage of economic development. In 1989, the average Indian was buying only three bottles a year, compared with per-capita 8/27/10 1:58 PM Cases 1 An Overview consumption rates of 11 bottles a year in Bangladesh and 13 in Pakistan, India’s two neighbors. PepsiCo PepsiCo entered the Indian market in 1986 under the name â€Å"Pepsi Foods Ltd. n a joint venture with two local partners, Voltas and Punjab Agro. † As expected, very stringent conditions were imposed on the venture. You read "Coke N Pepsi" in category "Essay examples" Sales of soft drink concentrate to local bottlers could not exceed 25 percent of total sales for the new venture, and Pepsi Foods Ltd. was required to process and distribute local fruits and vegetables. The government also mandated that Pepsi Food’s products be promoted under the name â€Å"Lehar Pepsi† (â€Å"lehar† meaning â€Å"wave†). Foreign collaboration rules in force at the time prohibited the use of foreign brand names on products intended for sale inside India. Although the requirements for Pepsi’s entry were considered stringent, the CEO of Pepsi-Cola International said at that time, â€Å"We’re willing to go so far with India because we want to make sure we get an early entry while the market is developing. † In keeping with local tastes, Pepsi Foods launched Lehar 7UP in the clear lemon category, along with Lehar Pepsi. Marketing and distribution were focused in the north and west around the major cities of Delhi and Mumbai (formally Bombay). An aggressive pricing policy on the one-liter bottles had a severe impact on the local producer, Pure Drinks. The market leader, Parle, preempted any further pricing moves by Pepsi Foods by introducing a new 250-ml bottle that sold for the same price as its 200-ml bottle. Pepsi Foods struggled to ? ght off local competition from Pure Drinks’ Campa Cola, Duke’s lemonade, and various brands of Parle. The ? ght for dominance intensi? ed in 1993 with Pepsi Food’s launch of two new brands, Slice and Teem, along with the introduction of fountain sales. At this time, market shares in the cola segment were 60 percent for Parle (down from 70 percent), 26 percent for Pepsi Foods, and 10 percent for Pure Drinks. Coca-Cola In May 1990, Coca-Cola attempted to reenter India by means of a proposed joint venture with a local bottling company owned by the giant Indian conglomerate, Godrej. The government turned down this application just as PepsiCo’s application was being approved. Undeterred, Coca-Cola made its return to India by joining forces with Britannia Industries India Ltd. , a local producer of snack foods. The new venture was called â€Å"Britco Foods. † Among local producers, it was believed at that time that CocaCola would not take market share away from local companies because the beverage market was itself growing consistently from year to year. Yet this belief did not stop individual local producers from trying to align themselves with the market leader. Thus in July 1993, Parle offered to sell Coca-Cola its bottling plants in the four key cities of Delhi, Mumbai, Ahmedabad, and Surat. In addition, Parle offered to sell its leading brands Thums Up, Limca, Citra, Gold Spot, and Mazaa. It chose to retain ownership only of Frooti and a soda (carbonated water) called Bisleri. FAST FORWARD TO THE NEW MILLENNIUM Seasonal Sales Promotions—2006 Navratri Campaign In India the summer season for soft drink consumption lasts 70 to 75 days, from mid-April to June. During this time, over 50 percent of the year’s carbonated beverages are consumed across the country. The second-highest season for cat2994X_case1_001-017. indd cat2994X_case1_001-017. indd 11 consumption lasts only 20 to 25 days during the cultural festival of Navratri (â€Å"Nav† means nine and â€Å"ratri† means night). This traditional Gujarati festival goes on for nine nights in the state of Gujarat, in the western part of India. Mumbai also has a signi? cant Gujarati population that is considered part of the target market for this campaign. As the Regional Marketing Manager for Coca-Cola India tated, â€Å"As part of the ‘think local—act local’ business plan, we have tried to involve the masses in Gujarat with ‘Thums Up Toofani Ramjhat,’ with 20,000 free passes issued, one per Thums Up bottle. [‘Toofan’ means a thunderstorm and ‘ramjhat’ means ‘let’s dance,’ so together these wo rds convey the idea of a ‘fast dance. ’] There are a number of [retail] on-site activities too, such as the ‘buy one—get one free’ scheme and lucky draws where one can win a free trip to Goa. † (Goa is an independent Portuguesespeaking state on the west coast of India, famed for its beaches and tourist resorts. For its part, PepsiCo also participates in annual Navratri celebrations through massive sponsorships of â€Å"garba† competitions in selected venues in Gujarat. (â€Å"Garba† is the name of a dance, done by women during the Navratri festival. ) The Executive Vice President for PepsiCo India commented: â€Å"For the ? rst time, Pepsi has tied up with the Gujarati TV channel, Zee Alpha, to telecast ‘Navratri Utsav’ on all nine nights. [‘Utsav’ means festival. ] Then there is the mega offer for the people of Ahmedabad, Baroda, Surat, and Rajkot where every re? ll of a case of Pepsi 300-ml. ottles wil l fetch one kilo of Basmati rice free. † These four cities are located in the state of Gujarat. Basmati rice is considered a premium quality rice. After the initial purchase of a 300-ml bottle, consumers can get re? lls at reduced rates at select stores. The TV Campaign Both Pepsi-Cola and Coca-Cola engage in TV campaigns employing local and regional festivals and sports events. A summer campaign featuring 7UP was launched by Pepsi with the objectives of growing the category and building brand awareness. The date was chosen to coincide with the India– Zimbabwe One-Day cricket series. The new campaign slogan was â€Å"Keep It Cool† to emphasize the product attribute of refreshment. The national campaign was to be reinforced with regionally adapted TV campaigns, outdoor activities, and retail promotions. A 200-ml bottle was introduced during this campaign in order to increase frequency of purchase and volume of consumption. Prior to the introduction of the 200-ml bottle, most soft drinks were sold in 250-ml, 300-ml, and 500-ml bottles. In addition to 7UP, Pepsi Foods also introduced Mirinda Lemon, Apple, and Orange in 200-ml bottles. In the past, celebrity actors Amitabh Bachchan and Govinda, who are famous male stars of the Indian movie industry, had endorsed Mirinda Lemon. This world-famous industry is referred to as â€Å"Bollywood† (the Hollywood of India based in Bombay). Pepsi’s Sponsorship of Cricket and Football (Soccer) After India won an outstanding victory in the India–England NatWest One-Day cricket series ? nals, PepsiCo launched a new ad campaign featuring the batting sensation, Mohammad Kaif. PepsiCo’s line-up of other cricket celebrities includes Saurav Ganguly, Rahul Dravid, Harbhajan Singh, Zaheer Khan, V . S. Laxman, and Ajit Agarkar. All of these players were . V part of the Indian team for the World Cup Cricket Series. During the two months of the Series, a new product, Pepsi Blue, was 8/27/10 1:58 PM Part 6 Supplementary Material marketed nationwide. It was positioned as a â€Å"limited edition,† icy-blue cola sold in 300-ml, returnable glass bottles and 500-ml plastic bottles, priced at 8 rupees (Rs) and Rs 15, respectively. In addition, commemorative, nonreturnable 250-ml Pepsi bottles priced at Rs 12 were introduced. One rupee was equal to US 2. 54 cents in 2008. ) In addition to the sponsorship of cricket events, PepsiCo has also taken advantage of World Cup soccer fever in India by featuring football heroes such as Baichung Bhutia in Pepsi’s celebrity and music-related advertising communications. These ads featured football players pitted against sumo wrestlers. To consolidate its investment in its promotional campaigns, PepsiCo sponsored a music video with celebr ity endorsers including the Bollywood stars, as well as several nationally known cricketers. The new music video aired on SET Max, a satellite channel broadcast mainly in the northern and western parts of India and popular among the 15–25 year age group. Coca-Cola’s Lifestyle Advertising While Pepsi’s promotional efforts focused on cricket, soccer, and other athletic events, Coca-Cola’s India strategy focused on relevant local idioms in an effort to build a â€Å"connection with the youth market. † The urban youth target market, known as â€Å"India A,† includes 18–24 year olds in major metropolitan areas. Several ad campaigns were used to appeal to this market segment. One campaign was based on use of â€Å"gaana† music and ballet. (â€Å"Gaana† means to sing. ) The ? rst ad execution, called â€Å"Bombay Dreams,† featured A. R. Rahman, a famous music director. This approach was very successful among the target audience of young people, increasing sales by about 50 percent. It also won an Ef? Award from the Mumbai Advertising Club. A second execution of Coke’s southern strategy was â€Å"Chennai Dreams† (Chennai was formerly called Madras), a 60-second feature ? lm targeting consumers in Tamil Nadu, a region of southern India. The ? m featured Vijay, a youth icon who is famous as an actor in that region of south India. Another of the 60-second ? lms featured actor Vivek Oberoi with Aishwarya Rai. Both are famous as Bollywood movie stars. Aishwarya won the Miss World crown in 1994 and became an instant hit in Indian movies after deciding on an acting career. This ad showed Oberoi trying to hook up with Rai by delib erately leaving his mobile phone in the taxi that she hails, and then calling her. The ad message aimed to emphasize con? dence and optimism, as well as a theme of â€Å"seize the day. This campaign used print, outdoor, point-of-sale, restaurant and grocery chains, and local promotional events to tie into the 60-second ? lm. â€Å"While awareness of soft drinks is high, there is a need to build a deeper brand connect† in urban centers, according to the Director of Marketing for CocaCola India. â€Å"Vivek Oberoi—who’s an up and coming star today, and has a wholesome, energetic image—will help build a stronger bond with the youth, and make them feel that it is a brand that plays a role in their life, just as much as Levi’s or Ray-Ban. † In addition to promotions focused on urban youth, Coca-Cola India worked hard to build a brand preference among young people in rural target markets. The campaign slogan aimed at this market was â€Å"thanda matlab Coca-Cola† (or â€Å"cool means Coca-Cola† in Hindi). Coca-Cola India calls its rural youth target market â€Å"India B. † The prime objective in this market is to grow the generic soft drinks category and to develop brand preference for Coke. The â€Å"thanda† (â€Å"cold†) campaign successfully propelled Coke into the number three position in rural markets. cat2994X_case1_001-017. ndd cat2994X_case1_001-017. indd 12 Continuing to court the youth market, Coke has opened its ? rst retail outlet, Red Lounge. The Red Lounge is touted as a one-stopdestination where the youth can spend time and consume Coke products. The ? rst Red Lounge pilot outlet is in Pune, and based on the feedback, more outlets will be rolled out in other cities. The l ounge sports red color, keeping with the theme of the Coke logo. It has a giant LCD television, video games, and Internet sur? ng facilities. The lounge offers the entire range of Coke products. The company is also using Internet to extend its reach into the public domain through the Web site www. myenjoyzone. com. The company has created a special online â€Å"Sprite-itude† zone that provides consumers opportunities for online gaming and expressing their creativity, keeping with the no-nonsense attitude of the drink. Coca-Cola’s speci? c marketing objectives are to grow the percapita consumption of soft drinks in the rural markets, capture a larger share in the urban market from competition, and increase the frequency of consumption. An â€Å"affordability plank,† along with introduction of a new 5-rupee bottle, was designed to help achieve all of these goals. The â€Å"Affordability Plank† The purpose of the â€Å"affordability plank† was to enhance affordability of Coca-Cola’s products, bringing them within arm’s reach of consumers, and thereby promoting regular consumption. Given the very low percapita consumption of soft drinks in India, it was expected that price reductions would expand both the consumer base and the market for soft drinks. Coca-Cola India dramatically reduced prices of its soft drinks by 15 percent to 25 percent nationwide to encourage consumption. This move followed an earlier regional action in North India that reduced prices by 10–15 percent for its carbonated brands Coke, Thums Up, Limca, Sprite, and Fanta. In other regions such as Rajasthan, western and eastern Uttar Pradesh, and Tamil Nadu, prices were slashed to Rs 5 for 200-ml glass bottles and Rs 8 for 300-ml bottles, down from the existing Rs 7 and Rs 10 price points, respectively. Another initiative by Coca-Cola was the introduction of a new size, the â€Å"Mini,† expected to increase total volume of sales and account for the major chunk of Coca-Cola’s carbonated soft drink sales. The price reduction and new production launch were announced together in a new television ad campaign for Fanta and Coke in Tamil. A 30-second Fanta spot featured the brand ambassador, actress Simran, well-known for her dance sequences in Hindi movies. The ad showed Simran stuck in a traf? c jam. Thirsty, she tosses a 5-rupee coin to a roadside stall and signals to the vendor that she wants a Fanta Mini by pointing to her orange dress. (Fanta is an orangeade drink. ) She gets her Fanta and sets off a chain reaction on the crowded street, with everyone from school children to a traditional â€Å"nani† mimicking her action. â€Å"Nani† is the Hindi word for grandmother. ) The director of marketing commented that the company wanted to make consumers â€Å"sit up and take notice. † A NEW PRODUCT CATEGORY Although carbonated drinks are the mainstay of both Coke’s and Pepsi’s product line, the Indian market for carbonated drinks is now not growing. It gre w at a compounded annual growth rate of only 1 percent between 1999 and 2006, from $1. 31 billion to $1. 32 billion. However, the overall market for beverages, which includes soft drinks, juices, and other drinks, grew 6 percent from $3. 15 billion to $3. 4 billion. To encourage growth in demand for bottled beverages in the Indian market, several producers, including Coke and Pepsi, have 8/27/10 1:58 PM Cases 1 An Overview launched their own brands in a new category, bottled water. This market was valued at 1,000 Crores. 1 Pepsi and Coke are responding to the declining popularity of soft drinks or carbonated drinks and the increased focus on all beverages that are non-carbonated. The ultimate goal is leadership in the packaged water market, which is growing more rapidly than any other category of bottled beverages. Pepsi is a signi? cant player in the packaged water market with its Aqua? na brand, which has a signi? cant share of the bottled water market and is among the top three retail water brands in the country. PepsiCo consistently has been working toward reducing its dependence on Pepsi Cola by bolstering its non-cola portfolio and other categories. This effort is aimed at making the company more broad-based in category growth so that no single product or category becomes the key determinant of the company’s market growth. The non-cola segment is said to have grown to contribute one-fourth of PepsiCo’s overall business in India during the past three to four years. Previously, the multinational derived a major chunk of its growth from Pepsi-Cola. Among other categories on which the company is focusing are fruit juices, juice-based drinks, and water. The estimated fruit juice market in India is approximately 350 Crores and growing month to month. One of the key factors that has triggered this trend is the emergence of the mass luxury segment and increasing consumer consciousness about health and wellness. Our hugely successful international brand Gatorade has gained momentum in the country with consumers embracing a lifestyle that includes sports and exercise. The emergence of high-quality gymnasiums, ? tness and aerobic centres mirror the ? tness trend,† said a spokesperson. Coca-Cola introduced its Kinley brand of bottled water and in two years achieved a 28 percent market share. It initia lly produced bottled water in 15 plants and later expanded to another 15 plants. The Kinley brand of bottled water sells in various pack sizes: 500 ml, 1 liter, 1. 5 liter, 2 liter, 5 liter, 20 liter, and 25 liter. The smallest pack was priced at Rs 6 for 500 ml, while the 2-liter bottle was Rs 17. The current market leader, with 40 percent market share, is the Bisleri brand by Parle. Other competing brands in this segment include Bailley by Parle, Hello by Hello Mineral Waters Pvt. Ltd. , Pure Life by Nestle, and a new brand launched by Indian Railways, called Rail Neer. CONTAMINATION ALLEGATIONS AND WATER USAGE Just as things began to look up for the American companies, an environmental organization claimed that soft drinks produced in India by Coca-Cola and Pepsi contained signi? cant levels of pesticide residue. Coke and Pepsi denied the charges and argued that extensive use of pesticides in agriculture had resulted in a minute degree of pesticide in sugar used in their drinks. The result of tests conducted by the Ministry of Health and Family Welfare showed that soft drinks produced by the two companies were safe to drink under local health standards. Protesters in India reacted to reports that Coca-Cola and Pepsi contained pesticide residues. Some states announced partial bans on Coke and Pepsi products. When those reports appeared on the front pages of newspapers in India, Coke and Pepsi executives were con? ent that they could handle the situation. But they stumbled. 1 One Crore cat2994X_case1_001-017. indd cat2994X_case1_001-017. indd 13 10,000,000 Rupees, and US$1 Rs48, so 1,000 Crore US$208,300. They underestimated how quickly events would spiral into a nationwide scandal, misjudged the speed with which local politicians would seize on an Indian environmental group’s report to attack their global brands, and did not respond swiftly to quell the anxieties of their customers. The companies formed committees in India and the United States, working in tandem on legal and public relations issues. They worked around the clock fashioning rebuttals. They commissioned their own laboratories to conduct tests and waited until the results came through before commenting in detail. Their approaches back? red. Their reluctance to give details fanned consumer suspicion. They became bogged down in the technicalities of the charges instead of focusing on winning back the support of their customers. At the start, both companies were unprepared when one state after another announced partial bans on Coke and Pepsi products; the drinks were prevented from being sold in government of? es, hospitals, and schools. Politicians exploited the populist potential. In hindsight, the Coke communications director said she could see how the environmental group had picked Coca-Cola as a way of attracting attention to the broader problem of pesticide contamination in Indian food products. â€Å"Fringe politicians will continue to be publicly hostile to big Western companies, regardless of how eager they a re for their investment,† she said. Failing to anticipate the political potency of the incident, Coke and Pepsi initially hoped that the crisis would blow over and they adopted a policy of silence. Here people interpret silence as guilt,† said an Indian public relations expert. â€Å"You have to roll up your sleeves and get into a street ? ght. Coke and Pepsi didn’t understand that. † Coca-Cola eventually decided to go on the attack, though indirectly, giving detailed brie? ngs by executives, who questioned the scienti? c credentials of their products’ accusers. They directed reporters to Internet blogs full of entries that were uniformly proCoke, and they handed out the cell phone number for the director of an organization called the Center for Sanity and Balance in Public Life. Emphasizing that he was not being paid by the industry, Kishore Asthana, from that center, said, â€Å"One can drink a can of Coke every day for two years before taking in as much pesticide as you get from two cups of tea. † The situation continued to spin out of control. Newspapers printed images of cans of the drinks with headlines like â€Å"toxic cocktail. † News channels broadcast images of protesters pouring Coke down the throats of donkeys. A vice president for CocaCola India said his â€Å"heart sank† when he ? rst heard the accusations because he knew that consumers would be easily confused. But even terminology like P. P. B. —parts per billion—is dif? cult to comprehend,† he said. â€Å"This makes our job very challenging. † PepsiCo began a public relations offensive, placing large advertisements in daily newspapers saying, â€Å"Pepsi is one of the safest beverages you can drink today. † The company acknowledged that p esticides were present in the groundwater in India and found their way into food products in general. But, it said, â€Å"compared with the permitted levels in tea and other food products, pesticide levels in soft drinks are negligible. After all the bad press Coke got in India over the pesticide content in its soft drinks, an activist group in California launched a campaign directed at U. S. college campuses, accusing CocaCola of India of using precious groundwater, lacing its drinks with pesticides, and supplying farmers with toxic waste used for fertilizing their crops. According to one report, a plant that 8/27/10 1:58 PM Part 6 Supplementary Material produces 300,000 liters of soda drink a day uses 1. 5 million liters of water, enough to meet the requirements of 20,000 people. The issue revolved around a bottling plant in Plachimada, India. Although the state government granted Coke permission to build its plant in 1998, the company was obliged to get the locally elected village council’s go-ahead to exploit groundwater and other resources. The village council did not renew permission in 2002, claiming the bottling operation had depleted the farmers’ drinking water and irrigation supplies. Coke’s plant was closed until the corporation won a court ruling allowing them to reopen. The reopening of the plant in 2006 led students of a major Midwestern university to call for a ban on the sale of all Coca-Cola products on campus. According to one source, more than 20 campuses banned Coca-Cola products, and hundreds of people in the United States called on Coca-Cola to close its bottling plants because the plants drain water from communities throughout India. They contended that such irresponsible practices rob the poor of their fundamental right to drinking water, are a source of toxic waste, cause serious harm to the environment, and threaten people’s health. In an attempt to stem the controversy, Coca-Cola entered talks with the Midwestern university and agreed to cooperate with an independent research assessment of its work in India; the university selected the institute to conduct the research, and Coke ? nanced the study. As a result of the proposed research program, the university agreed to continue to allow Coke products to be sold on campus. In 2008 the study reported that none of the pesticides were found to be present in processed water used for beverage production and that the plants met governmental regulatory standards. However, the report voiced concerns about the company’s use of sparse water supplies. Coca-Cola was asked by the Delhi-based environmental research group to consider shutting down one of its bottling plants in India. Coke’s response was that â€Å"the easiest thing would be to shut down, but the solution is not to run away. If we shut down, the area is still going to have a water problem. We want to work with farming communities and industries to reduce the amount of water used. † The controversies highlight the challenges that multinational companies can face in their overseas operations. Despite the huge popularity of the drinks, the two companies are often held up as symbols of Western cultural imperialism. QUESTIONS 1. The political environment in India has proven to be critical to company performance for both PepsiCo and Coca-Cola India. What speci? c aspects of the political environment have played key roles? Could these effects have been anticipated prior to market entry? If not, could developments in the political arena have been handled better by each company? 2. Timing of entry into the Indian market brought different esults for PepsiCo and Coca-Cola India. What bene? ts or disadvantages accrued as a result of earlier or later market entry? 3. The Indian market is enormous in terms of population and geography. How have the two companies responded to the cat2994X_case1_001-017. indd cat2994X_case1_001-017. indd 14 sheer scale of operations in India in terms of product policies, promotional activities, pricing policies, and distribution arrangements? 4. â€Å" Global localization† (glocalization) is a policy that both companies have mplemented successfully. Give examples for each company from the case. 5. How can Pepsi and Coke confront the issues of water use in the manufacture of their products? How can they defuse further boycotts or demonstrations against their products? How effective are activist groups like the one that launched the campaign in California? Should Coke address the group directly or just let the furor subside? 6. Which of the two companies do you think has better longterm prospects for success in India? 7. What lessons can each company draw from its Indian experience as it contemplates entry into other Big Emerging Markets? 8. Comment on the decision of both Pepsi and Coke to enter the bottled water market instead of continuing to focus on their core products—carbonated beverages and cola-based drinks in particular. 9. Most recently Coca-Cola has decided to enter the growing Indian market for energy drinks, forecasted to grow to $370 billion in 2013 from less than half that in 2003. The competition in this market is ? erce with established ? rms including Red Bull and Sobe. With its new brand Burn, Coke initially targeted alternative distribution channels such as pubs, bars, and gyms rather than large retail outlets such as supermarkets. Comment on this strategy. This case was prepared by Lyn S. Amine, Ph. D. , Professor of Marketing and International Business, Distinguished Fellow of the Academy of Marketing Science, President, Women of the Academy of International Business, Saint Louis University, and Vikas Kumar, Assistant Professor, Strategic Management Institute, Bocconi University, Milan, Italy. Dr. Lyn S. Amine and Vikas Kumar prepared this case from public sources as a basis for classroom discussion only. It is not intended to illustrate either effective or ineffective handling of administrative problems. The case was revised in 2005 and 2008 with the authors’ permission. Sources: Lyn S. Amine and Deepa Raizada, â€Å"Market Entry into the Newly Opened Indian Market: Recent Experiences of US Companies in the Soft Drinks Industry,† in Developments in Marketing Science, XVIII, proceedings of the annual conference of the Academy of Marketing Science, Roger Gomes (ed. ) (Coral Gables, FL: AMS, 1995), pp. 87–92; Jeff Cioletti, â€Å"Indian Government Says Coke and Pepsi Safe,† Beverage World, September 15, 2003; â€Å"Indian Group Plans Coke, Pepsi Protests After Pesticide Claims,† AFP, December 15, 2004; â€Å"Fortune Sellers,† Foreign Policy, May/ June 2004; â€Å"International Pressure Grows to Permanently Close Coke Bottling Plant in Plachima da,† PR Newswire, June 15, 2005; â€Å"Indian Village Refuses Coca-Cola License to Exploit Ground Water,† AFP, June 14, 2005; â€Å"Why Everyone Loves to Hate Coke,† Economist Times, June 16, 2005; â€Å"PepsiCo India To Focus on Non-Cola Segment,† Knight Ridder Tribune Business News, September 22, 2006; â€Å"For 2 Giants of Soft Drinks, A Crisis in a Crucial Market,† The New York Times, August 23, 2006; â€Å"Coke and Pepsi Try to Reassure India That Drinks Are Safe,† The New York Times, August 2006; â€Å"Catalyst: The Fizz in Water† Financial Times Limited, October 11, 2007; â€Å"Marketing: Coca-Cola Foraying Into Retail Lounge Format,† Business Line, â€Å"April 7, 2007; â€Å"India Ops Now in Control, Says Coke Boss,† The Times of India, October 3, 2007; â€Å"Pepsi: Repairing a Poisoned Reputation in India; How the Soda Giant Fought Charges of Tainted Products in a Country Fixated on its Polluted Water,† B usiness Week, June 11, 2007, p. 48; â€Å"Coca-Cola Asked to Shut Indian Plant to Save Water,† International Herald Tribune, January 15, 2008; â€Å"Coca Cola: A Second Shot at Energy Drinks,† DataMonitor, January 2010. 8/27/10 1:58 PM How to cite Coke N Pepsi, Essay examples

The Catcher in the Rye Quotes

'The Catcher in the Rye' Quotes J.D. Salinger’s use of informal language in The Catcher in the Rye is part of the novel’s enduring popularity. But the writing style wasn’t chosen simply to make it accessible; Salinger mimics the patterns and rhythm of a story being told orally, giving readers the almost subliminal sense that they’re listening to Holden Caulfield instead of reading a book. The result is a powerful sense of the character despite his obvious unreliability and tendency to lie, and the ability to pull almost any quote from the novel and find plenty of meaning and symbolism. â€Å"‛Up home we wear a hat like that to shoot deer in, for Chrissake,’ he said. ‛That’s a deer shooting hat.Like hell it is.’ I took it off and looked at it. I sort of closed one eye, like I was taking aim at it. ‛This is a people shooting hat,’ I said. ‛I shoot people in this hat.’† Holden’s red hunting cap is ridiculous, and there is plenty of evidence that he’s aware of that fact, aware that walking around an urban setting wearing a bright red hunting cap is weird. On a surface level- surface because it’s the obvious reason for the cap that Holden himself admits to- the cap symbolizes Holden’s independent spirit, his determination to not be like everyone else. This quote demonstrates Holden’s own perception of the hat as a disruptive tool, a layer of protective armor that allows him to attack the people he meets, if only in his mind. Holden’s misanthropy grows steadily throughout the novel as people he admires disappoint him and those he despises confirm his suspicions, and the red hunting cap symbolizes his willingness to shoot those people, or attack them and insult them. â€Å"The trouble was, that kind of junk is sort of fascinating to watch, even if you don’t want it to be.† As Holden observes the perverts at the hotel, he feels conflicted. He admits to being fascinated, but he’s also clearly disapproving. His sense of helplessness is part of his emotional collapse- Holden doesn’t want to grow up, but his body is outside his control, which is terrifying to him. â€Å"The best thing, though, in that museum was that everything always stayed right where it was. Nobody’d move ... Nobody’d be different. The only thing that would be different would be you.† Unlike the ducks, which disturb Holden due to their regular disappearance, he finds comfort in the museum he takes Phoebe to, reveling in its static nature. No matter how long he stays away, the exhibits and the experience remain the same. This is comforting to Holden, who is terrified of change and who feels wholly unprepared to grow up and accept his mortality- and his responsibility. â€Å"The part that got me was, there was a lady sitting next to me that cried all through the goddam picture. The phonier it got, the more she cried. Youd have thought she did it because she was kindhearted as hell, but I was sitting right next to her, and she wasnt. She had this little kid with her that was bored as hell and had to go to the bathroom, but she wouldnt take him. She kept telling him to sit still and behave himself. She was about as kindhearted as a goddam wolf.† There are many quotes about the phonies that Holden meets and his low opinion of them, but this quote in the middle of the story expresses Holden’s true problem with it. It’s not so much that people put on airs and pretend to be something they’re not, it’s that they care about the wrong things. For Holden, what offends him here is that the woman is becoming emotional about the fake people on the screen while ignoring her unhappy child. To Holden, it should always be the other way around. This gets to the core of Holden’s war against time and maturity. As people get older, he sees them consistently ignoring what he thinks is important in favor of things he considers less so. He worries that by giving in and growing up he will forget Allie and start caring about fake things like the movies instead. â€Å"I walked all around the whole damn lake – I damn near fell in once, in fact – but I didnt see a single duck. I thought maybe if there were any around, they might be asleep or something near the edge of the water, near the grass and all. Thats how I nearly fell in. But I couldnt find any.† Holden’s obsession with death and mortality drives the entire story, as it’s heavily implied that his emotional troubles and difficulties in school began when his brother Allie died a few years before the story opens. Holden is terrified that nothing lasts, that everything- including himself- will die and disappear like his brother did. The ducks symbolize this fear, as they are a feature of his past, a fond memory that is suddenly gone, leaving no trace. At the same time, the ducks are also a sign of hope for Holden. They represent a comforting constant, because Holden knows that when the weather warms up again the ducks will return. This adds a faint note of hope that is amplified by the revelation at the end of the novel that Holden is telling his story from a place of safety and calm, implying that for Holden the ducks have finally returned. â€Å"Anyway, I keep picturing all these little kids playing some game in this big field of rye and all. Thousands of little kids, and nobodys around- nobody big, I mean- except me. And Im standing on the edge of some crazy cliff. What I have to do, I have to catch everybody if they start to go over the cliff- I mean if theyre running and they dont look where theyre going I have to come out from somewhere and catch them. Thats all Id do all day. Id just be the catcher in the rye and all. I know its crazy, but thats the only thing Id really like to be. I know its crazy.† This quote not only gives the novel its title, it explains Holden’s fundamental issue in a beautiful, poetic way. Holden sees maturity as inherently bad- growing up leads to corruption and phoniness, and finally death. Everything Holden has observed in his life has told him that his brother Allie and his sister Phoebe are perfect in their childhood innocence, but will become like all of Holden’s despised schoolmates, teachers, and other adults in due time. He wishes to stop that passage of time and freeze everyone at a more innocent point in their lives. Crucially, Holden sees himself as all alone in this endeavor- the only person willing to attempt this feat, or qualified to do so. The fact that the song Holden’s mis-remembers- Coming Through the Rye- is actually about people sneaking into the fields to have illicit sexual encounters makes Holden’s immaturity obvious. It’s also another example of something Holden believes to be pure and innocent being corrupted and ruined by adult sensibilities, even if he’s not aware of the fact in the story.