The Psychological considerations and social effect of In-vitro Research Paper

The Psychological considerations and social effect of In-vitro fertilization - Research Paper Example Infertility for both men and women maintains a wide variety of psychological implications that differ in relation to gender. For men, infertility creates psychological problems associated with social stigmas and norms related to acceptable masculinity traits. For instance, male infertility creates inherent insecurity and self-esteem erosion that leads to stress, secrecy and self-protectionism in an effort to insulate the male from potential, negative social judgments that the infertile man is unable to perform sexually (Peronace, Boivin & Schmidt, 2007). For women, infertility creates psychological repercussions which include stress, anger, depression and even denial (McQuillian, Greil, White & Jacob, 2003; Matthews & Matthews, 1986). This essay attempts to detail the psychological considerations of in-vitro fertilization on men and women; the potential emotional and psychosomatic implications of undergoing this emotionally-charged medical process. The project further examines a variety of potential social effects that are created by the IVF procedures. Patterns of psychological maladjustment created by being infertile appear to be compounded by the anxiety related to hopefulness for success in the procedure and the anxieties of probable IVF failures. Infertile women who pursue and engage in assisted reproductive technology, IVF, experience significant psychological distress as a result of waiting for results and the high level of anticipation that the procedure will be successful. Once the egg has been fertilized outside of the body, the resulting zygote is cultured for a period ranging between two to six days before being transplanted into the uterus. Once inserted, patient must wait, while also being monitored periodically, for a period of approximately three weeks (Boston IVF, 2014). Hence, IVF is an extensive and arduous process of waiting and attempting to draw on optimism as a psychological form of self-protectionism. As a result of this

Comparing two or more religions from your personal point of view Essay

Comparing two or more religions from your personal point of view - Essay Example Of course, one would not be correct, suggesting that one religion is better than another one; nevertheless, it might be the case that one of them might suit a particular person or a particular nation better. If one takes a close look at Islam, one can not help noticing that it is a religion that has a rather detailed explanation for various aspects of the reality. Furthermore, it contains a set of norms that were later developed into a legal system (Peters, 2014, p. 263). What is more important is that other than showing a person an effective way to develop one’s soul, it helps people to deal with realistic problems. For example in the Quran there are the so called Sword verses that set guidelines for the Muslims when they fight to protect their faith: this part of the sacred text encourages people to fight, but also show mercy when needed. In addition to that, Islam contains many provisions about daily life which significantly improve it. Contrary to that, Jainism is a religion that is primarily occupied with abstract concepts. Of course, it provides those who follow this path of spiritual development with helpful guidelines; however, the true believers often neglect the world with its realistic issues and try to focus on their personal development (Smith, 2012, p. 219). Thus, both Islam and Jainism present their explanation of the structure of the Universe; however, the former does not pay much attention to it, putting emphasis on issues that the believers might face on a daily basis while the latter has a quite develop cosmological system. This can hardly be called a disadvantage of Jainism; nevertheless, it shows that the doctrine is more concerned with abstract notions rather then everyday ones. Indeed, this religion encourages people to think more about spiritual values and contrasts them with material ones. The differences between Islam and Jainism are easily visible when it comes to projecting the each teaching on the social environment. As it has

Aesthetically Pleasing Efficient Intelligent Building Skins Engineering Essay

Aesthetically Pleasing Efficient Intelligent Building Skins Engineering Essay Architecture is no longer static and unchangeable instead it is dynamic, responsive and conversant The idea that building skins reflect the skins of living organisms: properly designed, they breathe, change form, and adapt to variations in climate But can highly efficient intelligent skins still be aesthetically pleasing? A building becomes a chameleon which adapts. A properly equipped and responsively clothed building would monitor all internal and external variables, temperature, hygrometry and light levels, solar radiation etc, to determine the best energy equation given these conditions and modify the building and its internal systems accordingly. It is not too much to ask of a building to incorporate, in its fabric and its nervous system, the very basic vestiges of an adaptive capability. (Rogers 1978) The aim of this paper is to explore the notion of incorporating intelligence into a buildings faà §ade. The discussion about the energy efficiency of faà §ades has inspired many architects to no longer view the building envelope as static but as a dynamic being, that can adjust its shape, surface, function and interior spaces in real time in response to intelligent controls that monitor active feedback from the environment. Solar and wind energy, daylight, and water can be captured by buildings and reused efficiently. An Intelligent building is one that combines both active features and passive design strategies to provide maximum user comfort by using minimum energy. The intelligent faà §ade forms part of the intelligent building, it is what protects the inhabited interior whilst controlling exchanges between inside and outside at the envelope level. The plan being to respond effectively to changing climate conditions and inhabitant needs in order to improve functional performance. A buildings faà §ade doesnt just play a key role in the sustainability of a building; adding to both energy efficiency and the quality of the internal climate. It is also a fundamental part of the buildings aesthetic, adding to the structural outline and defining its visual impact on the urban surroundings. A faà §ade can only be described as intelligent when it makes use of natural renewable energy sources such as solar energy, airflows or ground heat to meet a buildings requirements in terms of heating, cooling and lighting. The idea that the fabric of a building can increase its interaction and response to external changes and internal demands with a prime objective of lowering the environmental load is an exciting concept. The facades almost become local, non-polluting energy suppliers to the building. The notion of intelligent building facades is not a new idea; however the implementation of high-tech skins has been slow. While fashionable and almost certainly advantageous, sceptical architects are afraid that operable components are magnets for value engineering or foresee them being stripped off their buildings in the future due to poor performance or poor maintenance. However, the rising cost of energy, latest environmental initiatives and the focus on the green propaganda has put great responsibility on architects and engineers to make continuous energy savings and this must be achieved through effective building design and clever management. Almost seven years after the European Union passed legislation requiring property owners to report on the energy performance of their buildings, a new round of tougher regulations is under way. Plans to revise the Energy Performance of Buildings Directive (EPBD) in 2010 are expected to result in even tighter emissions targets for new buil dings. Gradually more and more architects are beginning to enjoy automating their facades rather than leaving energy-efficient functions to chance. Consequently, the crucial boundary connecting the interior environment and the elements is getting more consideration and consequently more animated. Most buildings today are equipped with increasingly advanced technologies, but few still seem to be utilizing the true potential that this green intelligence has to offer. The intention of this study is to take the idea of the intelligent skin much further and realize what could potentially be possible in the future. The paper will go on to describe the context within which the need for variability in building skin performance has arisen and demonstrate how such dynamic response mechanisms have been incorporated into the design and construction of three buildings; The GSW Headquarters in Berlin, by the architects Sauerbruch and Hutton 1999. The Debis Headquarters building, Berlin by The Renzo Piano Building Workshop in 1997 and the B4 and B6 office buildings in Berlin by Richard Rogers 1998. All three case studies are purpose built office buildings that were built around the same time frame and are in the same European climate, Germany. The climate in Berlin is known as continental. The summers are warmer than the UK and the winters colder. Summer temperatures can rise to 32 degrees centigrade while winter temperatures can drop to -15 degrees centigrade. After German reunification in 1990 Berlin was to become the gateway to the whole former Soviet Communist Empire as it was transformed into an economic epicentre by new investment from the West. A skyline of construction cranes rose over the city, citizens marvelled at the remarkable commitment to entwining a city separated for 50 years. Berlin bravely tried to reconcile its catastrophic past with a new visualization of the urban future. Potsdamer Platz has been the site of the extensive redevelopment, instigating all three of the buildings in the review. Because of this, the buildings should employ reasonably up to date technology and design, which can be effectively compared and critiqued in the study. Not only this, but through a growing trend, buildings that employ environmentally conscious technologies are still the exception in most of Europe today. However Mary Pepchinski explains why for many reasons Germany appears to be the leader Many German architects and engineers sincere ly care about the effect their buildings have on the environment, but others realise that new technologies will be profitable in 10 to 20 years time. Politically, Germanys powerful Green party also influences national environmental policies. (M, Pepchinski 1995:70) The overall purpose of this review is to determine whether functional and aesthetic value can be effectively combined in a single project while still managing to cut energy consumption. However to establish whether the buildings have aesthetic significance one must first determine the criteria for aesthetic judgement. Aesthetics examines our response to an object. Judgments of beauty are sensory, emotional and intellectual all at the same time. Viewer interpretations of beauty possess two concepts of value: aesthetics and taste. Aesthetics is the philosophical notion of beauty. Taste is a result of education and awareness of cultural values; therefore taste can be learned. Taste varies depending on class, cultural background, and education. According to Philosopher Immanuel Kant writing in 1790, beauty is objective and universal; thus certain things are beautiful to everyone. The contemporary view of beauty is not based on innate qualities, but rather on cultural specifics and individual interpretations. (Kant 1790) The criteria for assesing whether the buildings are aesthetically pleasing in this study will be based on two or more views, that of architects or journalists and my own personal opinion. Because judging aesthetics depends on individual interpretations, one is hard pressed to determine the answer, however if based on two views, both can be taken into account, and a conclusion come to. To asses whether the building meets the technological efficiency will be based on performance data or statistics and an engineers view. By also looking at whether or not post occupancy evaluation (POE) methods have been adopted at the as-built stage, involving the views about the buildings from the perspective of the people who use them. It could give vital information on building user perception assessing ease of use, controls, facilities and most importantly perceived visual appreciation. GSW Headquarters Berlin Sauerbruch Hutton Architects 1999 This landmark office tower is an exemplary example of sustainable architecture making use of energy-conserving features. It was the worlds first thermally flued tall building. The most important aspect of the low-energy concept is the highly transparent and dynamic high-rise faà §ade. Colourful orange and pink automated shading panels in the west double skin cavity manage solar heat gain and day lighting. These perforated metal shutters give the building its unique and ever varying appearance. They can be both pivoted and moved aside mechanically or individually by the user; therefore the composition of the entire west faà §ade depends on the habits of the occupants. This creates a distinctive ever-changing pattern causing the structure to come alive. Whilst elegant in simplicity, form and function, the design results from a highly technical discourse in which the engineering and architectural principles rely largely on each other. The design process involved a high level of collaboration between the architects and the engineers-Arup London. The multiple functioning envelope required the main elements of the building to be the result of excellent teamwork. To minimise heat loss both the East and West perimeter walls are designed as double skin facades. The West faà §ade acts as a solar flue, it has three layers; the inner layer consists of a double glazed aluminium curtain wall in which every second bay has an operable window. The vertical posts of this inner faà §ade carry cantilevering brackets to support the outer faà §ade this layer is single glazed and consists of 3.3m x1.8m laminated glass panels. Airflow within the inner and outer skins of the faà §ade can be regulated according to seasonal and weather conditions by da mpers at the top and bottom. Natural ventilation is brought in through the East double skin faà §ade. Fresh air enters the building, passes through the interior spaces, across specially designed corridor openings, and is extracted by the solar flue of the West faà §ade, which offers particularly good thermal insulation. The East faà §ade with its porous ventilation openings is like a smooth skin, where as the West faà §ade deep and separated into layers resembles a fur. (UME 2001:29). The reduced depth of the tower along with generously sized windows allows maximum day lighting, creating optimum conditions on the office floors making most artificial lighting redundant. The brief noted the building had to be a low-cost, socially sensitive structure, which addressed the historic urban context and street planning, but still provide a strong image as the headquarters of GSW. It also had to have functional quality in connecting new and old buildings whilst ensuring operational environmental efficiency. The overall aim for the mechanical design was to improve the buildings sustainability rating by achieving energy savings of 30-40% in comparison to an ordinary building. (www.arup.com) the structure is integrated in a three-dimensional composition, offering a working environment which is beneficial to team-working and customer-focused operations. In 1999 natural ventilation was reportedly used for 75% of the year and the building hardly saw the need to operate its air-conditioners. (NSG space modulation) In the Property EU Magazine M. Korteweg said The building is excellent in its passive control of energy consumption, with CO2 savings estimated to be 55% of equivalent air-conditioned buildings. (Korteweg, M) In my opinion the tall, slender 85 metre tall structure that is curved in shape adds an interesting addition to the urban skyline. The bright coloured red, pink and orange shutters on the West faà §ade are undoubtedly what makes this building stand out from the crowd. It looks like a radiant mosaic, very different from the silvery white East faà §ade. I consider colour to be a fantastic medium to address the senses. Colour is used actively in design as a means of generating atmospheric and distinctive buildings, and I think in this structure it works particularly well. It certainly looks the part but this buildings image is not just skin deep, it also plays the part in reducing emissions and saving energy. The fact that these vivid panels are not just decorative but also functional makes the building so much more fascinating. At night the exterior of the building is lit up, making it easily recognisable, even from a distance. Showing how functional and aesthetic value can be united fantastically in a lone project. In the Architectural Review magazine, James Russell describes the building as An array of energy saving strategies and staff amenities in a colourful, stylish package (Russell, JS 2000:156) Reunification put the site back at the centre of things, and the colourful new sun-shades on the west elevation energise the neighbourhood. (Russell, JS 2000:156) To sum up this sophisticated mix of bold good looks and intelligent features and to evaluate the success and failures, I would say that this building works astonishingly well on both levels. The building lives up to what the brief intended. The Debis Headquarters Berlin The Renzo Piano Building Workshop 1997 The Debis Tower was the first building in the initial stage of the huge Potsdamer Platz development, which was anticipated to give Berlin a new spirit. It is a pioneering energy-conserving design an exceptional example of environmentally progressive architecture celebrating design and technology. It comes across as being subtle and rather understated compared to some of the surrounding urban infrastructure. It has a certain graceful and distinguished modesty. The East facade of the tower is dominated by biscuit coloured terracotta cladding, horizontal and vertical terracotta slats create an accurately proportioned pattern, which expresses every floor and bay within an overall texture resembling a sort of skeletal skin. The building is technologically sophisticated; it has a highly effective curtain wall, which offers considerable advantages in terms of the preservation of energy, day lighting, user control and comfort. The interior skin consists of a visually delicate and subtle glass-breathing wall. It features double-pane operable windows, allow the individual inhabitants of the offices to adjust their own internal climates all year round by taking tempered air from the 700mm wide cavity for natural ventilation. The exterior faà §ade is made up of 12-mm thick, automated, pivoting, laminated glass louvers. The smallest amount of air exchange takes place through these louvers when closed. Allegedly the thermal devices designed for the faà §ade work so well that natural ventilation is used for around 60% of the year an exceptional percentage for a building in a northern climate. In addition, there is a 50% reduction in the energy consumption of the building and 70% reduction in the emission of car bon dioxide. (NSG, Space Modulation). Energy conservation was a significant aspect of the design policy for the building and the project was awarded funding from the European Union Joule II research programme to help finance the design of the facades. To create this environmentally sustainable building many factors had to be considered and contribute towards the design. One being water management. The building makes proficient use of the rainwater it collects, some of the rainwater is used to irrigate the surrounding landscape and vegetation of the building, some is used as water for toilets, and the excess is used to fill the nearby pond when the level drops. The building is accounted to save around 20,000 cubic metres of water a year. (Arch Review 1998) This building is very different from the first case study I looked at. It doesnt make a huge statement, clad in bright, bold colours and doesnt stand out significantly from its neighbours. I think it is delicate and rather subtle in the way it looks. A continuous rhythm of horizontal terracotta louvers interrupted by ever changing individually operable blinds, creating an interesting pattern. In the Architectural Record J.Russell gave his opinion of the building At some times of the day, the sun sparkles from the bevelled bottom edge of the pivoting glass panels; at others, it picks out elements between the glass walls: the vertical glass returns, the metal faà §ade-support structure, or the maintenance platforms. The terra-cotta elements dont move, but their raw-claw finish invites touch. The rhythms of open and closed cladding along with deepening and lightening shadows as the light changes through the day have their own sensuous appeal. (Russell 1998:135) To begin the process of discussing the successes and failures of the building, I am struggling to find a part of the buildings environmental aspects that can be described as a failure. Even tiny details seem to add to the sustainability of the design. The energy-saving approach of the facades combining terracotta and glass screens gives the building a visually rich texture and a highly practical purpose. The building has an innovative environmental approach and careful design detailing, making it an all round success. B4 B6 office buildings Berlin Richard Rogers 1998 Like the previous case study, these two office buildings were part of the much bigger master plan to redevelop the devastated Potsdamer Platz area of Berlin. In this dense urban context the aim was to produce innovative environments for businesses, which must be strikingly contemporary in appearance, and most significantly, utilized a low-energy servicing agenda with a high-quality user comfort. The faà §ades are made up of identical modules of which their basic identical construction can be varied by using different in-fills according to the orientation and performance requirement. This allows different parts of the building to perform in different ways, depending on its specific position. The materials used are clear and opaque glass panels, ceramic tile cladding, and external and internal blinds, a sophisticated mix, which allows the internal environments to be adjusted in response to the requirements of the occupants. The hollow core plan form of the office buildings is cut away gradually from roof level down flooding the atriums with natural light. The atriums are entirely naturally ventilated. In order to optimise the thermal conditions and airflow in the atrium computer simulations were conducted. Solar radiation contributes to the heating and thereby reduces energy consumption in the winter. The natural ventilation ensures that a comfortable climate prevails in the entrance area and the offices adjacent to the atrium throughout the year. A great deal of daylight enters the offices through glazing; this solar radiation is used to heat the fresh air from outside and naturally ventilates the offices. It was estimated that energy consumption in the office buildings would be 50% less than that generated by a conventionally air-conditioned building. When visiting this building what initially stood out to me was how much more high-tech it looked than the previous two case studies I had visited. The energy saving devices seem to stand out more and are what primarily make up the interesting, dynamic faà §ade. The building is made up of two blocks, symmetrical from the front. Similar to the GSW headquarters, brightly coloured solar shading blinds are used. In this case they are bright yellow, and feature at each end of the building almost acting as bookends. In terms of aesthetics, I think the building is visually interesting and fits in well with its surroundings. Kenneth Powell described the completed buildings as Striking expressions of the rise of an eco-architecture on a grand urban scale. (Kenneth Powell) The amalgamation of environmental technology and design in these three case studies seems to have created visually attractive and interesting facades that credit the surrounding city. However it has been argued that Design of such environmental screens has concentrated on technical developments with little appreciation that facades are the public face of architecture. (Moloney, J. 2007:461) this is a strong argument, which I cannot disagree with without taking every case into account. In the past environmentally aware buildings have sometimes been perceived as inept and unattractive. But times have changed. Technology and aesthetics should be able to run alongside each other in harmony. Architects are now beginning to use energy saving strategies to their advantage to create more unique, interesting facades. Solar shading devices can add a huge amount of visual interest to a building, creating an ever changing dynamic pattern, just like the buildings featured in this review. Climate change is undeniable. Therefore the demand for more efficient, next-generation adaptive systems for building facades is increasing. What has the future got in store for adaptive facades? New innovations in faà §ade design are primarily down to advanced technical developments in both computer technology and materials. The building envelope is a critical area of a buildings design, with the facade engineer playing a vital role in bringing the architects vision to life. New cladding materials and processing techniques are continually being developed in the search for better faà §ade performance, making the design and procurement of the building envelope a highly technical and complex process yet one that is still immensely creative. Various architects have presented performance-based prototypes as technological, social, and utopian solutions for the problems we face. Here are two examples: Adaptive faà §ade Fluidic muscle technology Prof Ir Kas Oosterhuis 2003 This was a competition, its aim being to come up with an innovative idea to create a faà §ade that has flexibility that will enable the occupants to have total control of the light levels in their immediate area, rather than have a centralised controller. Currently most solar shading devices have no facility for localised control and the whole faà §ade has to change at once and can usually only be set to fully open or fully closed. This system allows the building users in any part of the building to set their own preferred light levels. The muscles are made of silicon coated polyamide rubber with steel valves at each end, the shades are inflatable cushions made of polyester coated with hypalon and the whole assembly is joined by steel fixings. The structure is very lightweight meaning easy attachment to existing buildings with little disruption. It can therefore be used to enhance the aesthetics of a mundane building. The facade brings attention to the building by the way it moves, it makes the building appear as if its alive, as the skin pulsates and opens. Edge monkeys (theoretical idea) Stephen A. Gage and Will Thorne (British architect-academics) In an article published in the cyber journal Technoetic Arts Stephen A. Gage and Will Thorne describe a hypothetical fleet of small robots they call edge monkeys. Their function would be to patrol building facades, regulating energy usage and indoor conditions. Basic duties include closing unattended windows, checking thermostats, and adjusting blinds. But the machines would also gesture meaningfully to internal occupants when building users are clearly wasting energy. This sci-fi sounding scheme crystallizes the widespread concern informing many recent architectural projects. Today, activating a buildings skin is in fashion. From the robotecture labs at top architecture schools to interactive art installations. Aesthetics and technology are converging in unlikely places. Nonetheless, the mainstream drivers for interactive envelopes are sustainability and strict energy codes. Conclusion- At the conclusion of this review, I have gained an appreciation and better understanding of this new trend towards intelligent faà §ades. Although it is somewhat difficult to conclude this study, primarily because the outcome really depends on individual interpretations and taste. By comparing the views and opinions of more than one person, I feel an honest result has been achieved. Yet due to the lack of commonly accepted methods and relevant supporting data for technology, the assessment of the overall performance of the intelligent facades cannot be carried out. It remains difficult, if not impossible, to carry out a fair comparison between different case studies in terms of intelligence. The different examples show that there isnt only one intelligent faà §ade system but rather that depending on the case in order it is an individual solution according to the location and utilization of the building. As a result it proves difficult to compare the case studies in this report. How ever looking at them individually the environmental data and statistics collected all point to succesfull levels achieved. The facades seem to be doing their job by reacting intelligently to the climate and impoving internal conditions while still cutting energy consumption. The conclusion reached is that with the combination of these three elements: new technology, innovative materials and very good design, highly efficient intelligent skins can still be aesthetically pleasing. But do technically innovative buildings always come in such stylish packages? What twenty years ago was perceived as clumsy and unattractive eco-buildings and deterred architects from a design perspective is today an aesthetically interesting and multi faceted solution. In the design of new buildings, the sustainability aspect is particularly popular and the faà §ade returns to its initial purpose of representation: bold, transparent and sustainable architecture is implemented with minimal conflict as a general rule. Another thought is that intelligent facades are possibly perceived as being visually attractive because of their environmental advantages in a world where being green is in vogue. Or more philosophically, people are attracted to facades with moving parts because motion seems to herald change. Michael Fox an architect and robotics expert predicted Architectural environments will be increasingly smart and responsive and capable of complex behaviours. But one must question whether such promises have been realized? And what is needed to push the idea forward and turn the promise of extraordinarily intelligent faà §ades into a reality? Steps need to be taken to develop these products quickly. We are in the midst of global climate change, the way we think is changing and the way in which buildings are designed and made must also change. Adaptive, intelligent environmental strategies offer a critical contribution to the broad ambition of reversing environmental damage. Intelligent facades will, one day in the near future become a necessity/commonplace and that in time may hinder the obvious aesthetic merit of exemplar buildings like the ones shown in this report.

Mystical Experiences :: essays research papers

Mystical or Spiritual experiences occur everyday in so many ways for so many different people. Some people tend to encounter these experiences through religious rituals or even just on thoughts of life itself. Whatever the thoughts or feelings may be, everybody has such an experience sometime during their life. Could the feelings that some may have be reactions in the brain or acts of God to help us realize our faith, and discover new mysteries that may lie ahead of us? Hearing many stories of different individuals can give us new insight into the beliefs of others and of ours as well.   Ã‚  Ã‚  Ã‚  Ã‚  My first interview involved my grandmother, Elizabeth Barajas. She stated that she has had many spiritual experiences in life. She was brought up in a catholic educational system throughout her whole life and was raised by a very strict mother that had a firm and strong belief in God and faith. My grandmother chose to talk to me about my great grandmother, her mom, Esther P. Kelly. My great grandmother always attended church and would pray constantly during the day and night. My grandma was always curious as to why her mother was always praying. All through out childhood she would just watch my great grandma pray and do other religious acts of worship. When she became an adult she was finally able to ask my great grandma why it was that she prayed so much and how it came to be. My great grandmother answered by saying that she knows God can hear her prayers. She then said that while she prays she can no longer hear any outside interference or anybody else speak. Sh e said it feels as if she is in a secluded dark place all by herself and that she has conversations with God. She said that sometimes she doesn’t even feel the touch of my grandma when she needed something. My great grandma also attended mass just about every day and she loved to sing along with the choir. According to my great grandma, she feels a chill down her spine when she sings and she feels a sort of heavenly and peaceful presence around her. She said that she would get so caught up in the moment that she would forget all about her personal problems and the problems that awaited her outside the church doors. For some reason, my great grandmother had spiritual experiences or feelings whenever she was involved with her beliefs and rituals.

KFC †Marketing Strategy Essay

The purpose of this paper is to critically evaluate the marketing strategies of KFC (Kentucky Fried Chicken). The researcher will analyze how the organization creates superior value and builds strong relationship to capture value from customers in return. The paper explores facts for building and maintaining profitable customer relationship by delivering superior value and satisfaction. The researcher is going to investigate the social obligations of the company to observe the impact organizational  policies on the environment, community, health of the consumer and use of available resource At the end the researcher will suggest how the company can design customer driven marketing strategy for acquiring, retaining and attracting new customers. The paper also focuses on creating superior value and satisfaction through blissful marketing and communication programmes. INTRODUCTION KFC which stands for Kentucky Fried Chicken formed in 1930 and based in Louisville is the world’s famous chicken restaurants chain specializing in original recipe, extra crispy, Kentucky grilled chicken etc. Everyday more than 12 million customers are served in more than 109 countries and regions. KFC operates more than 800 restaurants in UK, more than 5200 restaurants in USA and more than 15,000 restaurants around the globe. KFC is part of YUM brands corporation, the world’s largest restaurant company in terms of system restaurants with more than 36,000 locations around the world. The company is ranked 239# on fortune 500 list, with revenue in excess of $11 billion in 2008. KFC is as committed to the environment as we are to our food and to our customers. We are proud of the steps we have taken so far to reduce our environmental footprint and are committed as a brand to do even more in the in future. It’s an ongoing journey that we’re on and we want to keep you – our customers – informed along the way! KFC introduced first reusable fast food container in 2010. The company replaced plastic plates with paper serving boxes and reduced use of non-renewable resources like styrofoam from the restaurants. By 2011 the company will reduce foam and plastic use by 62% and 11% respectively. Note: You can check the entire history of the corporation at http://www.kfc.com/about/pdf/timeline.pdf MARKETING It is the process by which the company creates value for the customers, builds strong relationship with the consumers and captures value in return. (Kotler, 2007) Let’s use the simple model of marketing process to assess the secrets behind the success of KFC. UNDERSTANDING THE MARKET The basic reason behind the success of KFC is their ability to understand the marketplace and needs of the customers. KFC conducts consumer research to go great length in learning about their market, competitors and customers. Consumer’s wants are satisfied by providing superior value and satisfaction. Other factors behind such a resounding success are the capability of company to understand whom to serve, how to serve by integrating customer driven marketing strategy and how to capture the value in return to build long term profitability. The company has adopted the concept of increasing the share of the customers rather than increasing product market share. CHOOSING A VALUE PROPOSITION After successful segmentation the company decides about how it will serve the customers to differentiate and position itself in the market place. Through value proposition the company creates set of benefits that distinguish itself as a premium brand in the market. the company provides superior food and dining experience to kids, families and visitors in order to discover dinning and to differentiate itself from competitors. The company offers products that offer most in quality, performance and taste. Due to service oriented nature of the hospitality industry; the company maintains customer-centred sense of marketing by developing the right products for their customers instead of finding the right customer for their products. MARKETING STRATEGY The primary goal of developing a customer driven marketing strategy is to build strong and profitable relationship with the customers for accomplishing short and long-term organizational goals. Through market segmentation, targeting and positioning the company divides its overall market into smaller segments to be served effectively. It identifies the needs of the target market by selecting the most promising segments and then delivers premium value in order to foster customer satisfaction and loyalty. In order to design a best marketing strategy and marketing mix; the company makes use of environmental analysis, marketing analysis, planning, implementation and control measures. To survive and be competitive in the market; KFC designs customer oriented strategies to win customers from their competitors and to grow by delivering superior value. The managements is aware about the cost of having dissatisfied customers who disparage the products to other individuals. Therefore they design products and services that are appealing to all the consumers. MARKET SEGMENTATION At first place the company decides whom it will serve? By dividing the target market into different segments like Family, Kids, Visitors, Tourists, Professionals, age, region, culture etc and then developing superior value for specific segments. Market segmentation enables the company to select and serve only those segments offering the best opportunity for achieving the organizational goals and objectives. Consumers are grouped and served based on demographic and geopgraphic factors. The segmentation also enable the company to analyze the behavioural patterns, affordability, best communication and delivery channel. TARGET MARKETING After the careful selection of the segments, the company evaluates the attractiveness and profitability of available segments. Based on such findings the company selects segments pledging for superior customer value, generating more profitability and where it can sustain value over time. MARKET POSITIONING In order to make a clear, distinctive and desirable product image before the target market; KFC makes use of competitive intelligence to get useful information about their competitors for gaining competitive advantage in the market, benefiting from first mover advantage (FMA) and for having a competitive prices. The company sustains the competitive advantage by having lower prices than competitors and providing more benefits. The company differentiates itself through by rewarding customer loyalty and appreciating staff’s or customer’s input for customizing their menu. Another useful tactic used by the company is the selection of medium through which the information is distributed (disseminated) to the general public for  maintaining the desirable brand recognition and picture. The company effectively uses all the available media (print, electronic etc) for targeting the potential customers and creating a distinct corporate image. MARKETING MIX It is the set of controllable tactical marketing tools that the company blends in order to get the desired response from the target market (Kotler, 2005). It includes everything that the company aspires to influence demand in the target market. PRODUCT KFC offers tasty and convenient food to customer at nominal prices. The company produces products for family, kids and people of age groups to discover dinning. Although company has done alot for offering quality food to the target market but critics point that hamburgers, friend chicken, fries, and snacks contain high fat and salt. Sometimes meals are â€Å"Super sized† leading to over eating and becoming an evident cause of obesity epidemic. Although the products are wrapped in convenient packaging but raise demands for handling substantial waste and pollution. KFC being the largest fast food supplier generates tons of solid waste every day where significant percentage isn’t recyclable and lasts longer on the landfills. Therefore in the shorter run the company is satisfying consumer needs but creating environmental problems in the longer run. The company has a reputable image and brand name in the world for producing quality food with essential nutritions, healthy ingredients, low calories and drinks containing needed minerals. Customers can easily get the information about the products from the company’s website with guidance on how the product is made, customer can also customize product on their own premises and change the ingredients to their likings. All the burgers are filled with chicken breast only. Recently the company invest The company invests  £1 million per annum to switch to nutritionally superior high oleic rapeseed oil; following that recently company announced to use only high oleic rape seed oil in all products and aborting the use of palm oil. The company has variety of things distinguishing itself from the competitors  operating within the same industry. Some of the defining aspects distinguishing company from its competitors are easy to cook food, elegant packaging and status value. Buyers don’t estimate the product’s values and costs objectively and are only persuaded by perceived image of the company and its food in the market. PRICE The company deploys yield management to come up with competitive prices for their products. The prices are really low due to large number of players penetrating in the same market or industry and satisfying consumer needs. More than anything it’s the â€Å"brand identity† influencing people to acquire the product. The company also uses â€Å"Augmented Product† concept in order to boost the sales, provide special discounts and schemes for rewarding loyalty. The company has s different prices for different segments based on number of servings. PLACEMENTS The company greatly emphasizes on customer convenience for obtaining products/services therefore have designed free standing outlets so that customer’s are not few minutes walk away from the outlet, suburbs, cities or high street. The outlets are positioned at all major shopping malls, train stations, cities, city centres and suburbs so the cost of reaching the market, acquiring and disposing the product is low. Apart from expressing deep concerns for customer health issues; the company directly interacts with the target market by providing toll free number and facility to go online for reserving orders. The company has also adopted the concept of â€Å"Direct Marketing† where consumers can buy virtually anything without going to the outlet by telephone, mail-order catalogue or by visiting online. KFC uses www.kfc.co.uk or www.kfc.com for direct marketing. PROMOTION KFC deploys different activities for communicating the merits of their products and persuading customers to obtain their products/services. The company uses print and electronic media to target the potential customers  and for maintaining a distinctive image of their products/service before the public. KFC has the presence on different social websites such as Facebook, Flickr and Linkedin to promote the products. The company spends considerable amount of money for Advertising and Selling. The marketing experts design different TV Ads for promoting the products, targeting the individuals, disseminating the merits of products and attracting new ones. The company also uses bill boards, sign boards, print publications, brochures, magazines, printing success stories in the newspaper and forming partnership with other famous organizations to boost selling and preserve an elative face before the public. Recently the company was ranked as a Britian Top Employer and recognized as a great place for work on the basis of following catalyst characteristics performance recognition culture, friendliness, team work, career progression, advancement and development opportunities. MANAGING THE MARKETING EFFORT Apart from being good at marketing, KFC pays significant attention to management that includes in depth market analysis, planning, implementation and control. The company gathers lot of information about the market to analyze whether the window of opportunity is opened for their products before actually marketing products to the target market. The company first develops marketing oriented mission statement, then develop strategic plan for products, services, brands and target markets. After thorough consideration and planning the company turns plan into actions. ENVIRONMENTAL ANALYSIS The environmental or PEST analysis is used to assess the industry in which the company is operating and is used in conjunction in SWOT Analysis to find out major opportunities or threats facing company. The company can use such techniques to examine the internal or external forces affecting their ability to provide superior value to customers at a fair price. The pest analysis of the KFC is as under POLITICAL KFC has partnered with several government and non-government organizations to effectively circumvent barriers influencing to deliver premium value to  customer. Many consumers and environmental groups have raised their voice against fast food giants providing junk and unhealthy food to consumers. Critics suggest that hamburgers, French fries, fried chicken etc are high in fat and salt. The government has also restricted the fast food giants not to market the food to under age groups and regulated the companies to modify their product menu that doesn’t contribute to national obesity epidemic. Critics feel that fast food companies are harming consumer health and providing fat food. Recently KFC signed up to the Government’s Public Health Responsibility Deal, promising to include calories on menu boards. The company will also be launching a ‘Lighten Up’ initiative at point of sale by offering customers an opportunity to lighten up their meals for free or by swapping a regular drink to diet, and fries for corn or beans – saving up to 295 calories. The company was also the first QSR to introduce salad to the menu and to stop salting its fries, and eliminated artificial trans fats in 2007 by removing hydrogenated vegetable oils from its menu. Furthermore, a salt reduction programme launched in 2005 has so far cut salt by up to 40% across the menu. The company has adopted fair trade practices e.g having the culture of equal opportunity employment, minority rights, accurately declaring business income, paying taxes. In united states Food and Drug administration, Consumer product safety commission set safety standards for the products and penalize companies failing to meet them. ECONOMIC The management keeps an eye on ongoing economic events so that the company isn’t affected by economic volatilities or uncertainties. The company closely monitors per capita income of consumers in different regions, ongoing inflation affecting buying behaviour and exchange rates limiting their ability to obtain or import material from suppliers. The company gathers all that information to exploit from labour market imperfections in the international arena and from expanded opportunity rationale. SOCIAL The company deploys Societal Marketing in order to maintain the equilibrium between consumer short-run wants and long-term welfare; the company has established strict guidelines for portraying a favourable public image and  to sustain brand recognition. KFC is a company that satisfies the needs of the target market by doing what’s best for them in the longer run? To curb the concerns of consumers and environmental groups the company has taken different initiatives to look after health and safety issues of their employees and customers in particular. Recently the company introduced â€Å"Brazer (non-fried, griddled range†, to consistently improve the nutritional profile of their menu (products), to fulfil promises made about health and to cut down the level of saturated fat. The company has also done partnership and signed memorandums with other organizations to look after public health issues. Recently the company was ranked as a Britain top employer and as a pleasant place to work for individuals. The company executive disclosed that the company provides advancement opportunities to individuals on merit and encourages team work and individual participation. The company established environmental leadership council in 2006, became a member of Considerate Contractor Scheme and presently working with Carbon Trust to reduce energy emissions. The company has also taken initiatives for reducing carbon footprints, making efficient use of natural resource e.g water, electricity etc. The company has also formed alliance with environmental defence system to handle solid waste and maintain environmentally favourable image. TECHNOLOGICAL The company is operating in a rapidly changing environment creating new opportunities and posing threats. The new technology creates new opportunities but the of replacing new technology is always high. The company is aware about the cost of ignoring new technology and its side effects as well. KFC is a company that keeps with the technological changes and refines its product menu on regular basis. Such changes have resulted in much higher research and development costs; due to the complex nature of the technology the marketers and consumers must have technical know how. SWOT ANALYSIS SWOT ANALYSIS is the acronym of Strengths, Weakness, Opportunity and threat; is a strategic tools used by the company to analyze the circumstances in which the company is operating. Strengths and Weaknesses are the internal  factors on which the organization has total control where as Opportunities and threats are the external uncontrollable factors. Strengths of KFC * Favourable public image and Brand Equity * Second largest fast food supplier after Macdonalds * Global Existence * Nominal Prices * Customer Convenience * Professional certifications and awards * Proactive management * Britain’s top employer and great place to work * Flexible Franchising bringing considerable revenue * Customer Equity * Organizational culture Weaknesses of KFC * High labour turnover * Junk food * Same taste twice * Lack of innovation * Cultural clash of two titans namely Pepsi and KFC * Hygienic food problems as one of the outlet in America was declared rat infected Opportunities for KFC * Rapidly changing economy and global trends * Increased demand for convenient food * Pursue Conglomerate Diversification for health conscious people * Increased diversity * Global market imperfections * Expanded opportunity rationale Threats for KFC * Saturated Market * Increased Competition * Rapidly changing technology * Legal legislations and political regulations * International political chaos * Low variety * Availability of substitute products * Threat of new entrants * Bargaining Power of Customers * Lack of competitive intelligence * Health and safety concerns * Environmental and Government Regulations ANSOFF’S PRODUCT MARKET EXPANSION GRID It is a portfolio mangement tool for identfying growth opportunities through market penetration, market development, product development and diversification. The model is depicted as Since its inception the company has used different tactics in order to hover around in the international market to market their products to domestic, national and international consumers. DIVERSIFICATION In 1930 the Harland Sanders opened his first restaurant in Corbin in front of gas station. PRODUCT DEVELOPMENT In 1937 Sanders Court & Cafà © added a motel and expanded the restaurant to 142 seats. MARKET PENETRATION, PRODUCT AND MARKET DEVELOPMENT In 1960 Colonel’s hard work on the road begins to pay off and there were 190 KFC franchisees and 400 franchise units in the U.S. and Canada. In 1964 Kentucky Fried Chicken had more than 600 franchised outlets in the United States, Canada and the first overseas outlet, in England. In 1971 the company had more than 3,500 franchises and restaurants worldwide when Heublein Inc. acquired KFC Corporation. At the end of 1979 the company had There are approximately 6,000 restaurants worldwide with sales of more than  $2 billion. PRODUCD DEVELOPMENT AND DIVERSIFICATION In 2007 KFC introduced a new recipe that keeps the Colonel’s 11 herbs and spices and finger-lickin’ flavor, but contains Zero Grams of Trans Fat per serving thanks to new cooking oil. In 2008 The Colonel had a new look! KFC updated one of the most recognized, respected and beloved brand icons with a new logo. The new logo depicted Colonel Sanders with his signature string tie but replaced his classic white double-breasted suit with a red apron symbolizing the home-style culinary heritage of the brand and reminded customers that KFC is always in the kitchen cooking delicious, high-quality, freshly prepared chicken by hand, just the way Colonel Sanders did 50 years ago. MARKET DEVELOPMENT AND DIVERSIFICATION In 2009 KFC introduced Kentucky Grilled Chickenâ„ ¢ – a better option for health conscious consumers to care for their long run welfare in order to capture the entire stream of purchases they would make for the rest of their life. Kentucky Grilled Chicken had less calories, fat and sodium than KFC’s Original Recipe ® chicken, without sacrificing the great taste of KFC. PRODUCT DEVELOPMENT In 2011 the company launched first ever non-fried range the Brazer! that is is a lighter, great-tasting alternative to KFC’s existing menu, and includes three new items; a burger, a Twister (a tortilla wrap) and a salad, each of which are lower in calories (by up to 60%), fat (by up to 87%), saturated fat (by up to 82%) and salt (by up to 45%) than regular menu items. The company has been using the Ansoff’s product market expansion grid by introducing the existing products internationally, providing halaal food to different communities opening new market and needs to be satisfied, by modifying the nutritional profile of their menu and by slightly changing the cooking ingredients at times. CUSTOMER RELATIONSHIP MANAGEMENT (CRM) AT KFC According to Philip Kotler (2007); customer relationship management is an art of building and maintaining profitable customer relationships by delivering superior value and satisfaction. KFC has developed an extensive database  about their customers in order to track touchpoints where they can deliver superior value and maintain profitable relationship with the customers. The major reason for the success of KFC is their ability to offer products having â€Å"highest customer perceived value† and exceeding the â€Å"customer perceived value†. Another reason of such a phenomenol success is the capability to market products whose perceived performance normally exceeds customers expectations. Beyond offering high quality products; the company has designed several customer loyalty and retention programs by rewarding customers on frequent purchases. The company also uses â€Å"Selective Relationship Managment† by undertaking customer profitability analysis where overall motive is to weed out loosing customers and target winning ones for pampering. The company creates profitable customers by providing exceptional quality products and delivering customer oriented superior value. The company knows that losing a single customer means losing the entire stream of purchases the customer would make over the entire lifetime. The firms leverages CRM to offer great variety to customers in order to increase the â€Å"Share of customers† rather than the â€Å"market share†. KFC examines its relationship with social values, responsibilities and the Earth that sustains it. Recently the company announced to cut the use of plastic by 17% and foam by 62% for the year 2011. The social responsibility and environmental movements have placed even strict demands on the company. As KFC is a forward looking company so it readily accepts the responsibility to the world and people around it. The company views such actions as an opportunity to do well by delivering good (new slogan of the company is â€Å"So Good†). The company compares the â€Å"opportunity cost† of its actions against the long-run interests of the customers and communities. The company has also taken initiatives towards Data Protection and Privacy Issues to curb the misuse, scam or phishing. PUBLIC RELATIONS AT KFC Public relation is an art of managing communication between the organization and the public with an objective to create and maintain favorable public image. KFC uses different communication tools for building awareness about their products and for preserving socially image in the marketplace for their products and services. The company deploys numerous equity or  perceived value and dent the reputation of the organization in the market. All the efforts are aimed at helping the public to understand the company and its products in more depth. The company sends â€Å"mystery shoppers† to different outlets to unveil defects in service or product. The company also gathers a lot of information about the customers and different topics of their interests to leverage relationship for building a strong public image. Apart from using different media in order to influence the public; the comany also deploys lobbying, printing success stories in the newspaper, launching products, posting particular achievements online and by sponsoring UN HUNGER FOOD PROGRAM for providing food to needy people. Recently the company was nominated as the great place to work for individuals and was awarded an award of Britain Top Employer. Such measures play critical role in achieving a competitive edge, attracting high calibre individuals, creating and delivering superior customer value; moreover protecting the well being of the company in the time of crisis. Yum! Brands which is the parent of KFC has formed an Animal Welfare Advisory Council whose role is to get information and advice based on relevant scientific research. The company also obtains positive headlines in the media by showing the commitment to the environment and by productively (efficiently, frugally) using the natural resources. In 2010 the company introduced fast food reusable container. The corporate policy is to reduce the usage of non-renewable resources, cut down the use of Styrofoam and carbon foot prints. In that respect the company is using the concept of â€Å"Subsistence Economy†. The company has also developed guidelines, limitations, and rules (restrictions) for the suppliers in the broiler industry. The company is also proud to be a prominent player in the collaborative effort conducted by National Council of Chain Restaurants and the Food Marketing Institute in developing comprehensive guidelines for all species of farm animals. The company has also i mplemented programs in the area of poultry care and handling. The company has initiated partnership with Barnardo’s, the UK’s biggest charity supporting children and young people to address the issue of youth unemployment. The company is backing the United Nations’ World Food Programme against world hunger by raising over half a million pounds last year – that’s about 3.35 million meals for  children in some of the poorest regions of the world. The company is also implementing the concept of â€Å"product liability† where the manufacturer is responsible for the faulty product or any damages made by the product to the consumer. In the past the companies were sued, dragged in court and evicted on ignoring the product liability obligations. For instance when considering the tragic tampering case in which eight people died from swallowing cyanidelaced capsules of Tylenol; a Johnson & Johnson brand. The company knew that the pills were altered in some stores not in the factory so it decided to recall all of its products. The total recall cost was $240 million in earnings but in the longer run such initiative strengthened customer’s confidence, trust and loyalty in the company. It shows the importance of managing public relations in crisis to preserve the favourable image of the organization. KFC bought the best quality chicken from UK Farms that meet Red Tractor Standards. The company has decided to cut the level of saturated fat by 25%, use of plastic by 17%, use of Styrofoam by 62% and invested  £1 million annually on replacing palm oil with rape seed oil. The company also provides all the nutrition information on the internet so that the consumers are aware about their calorie intake and has reduced the use of salt on menu board. All these initiatives show the dedication of the company towards protecting the long-run welfare of the community and customers. The company was recently conferred with an honorary award of Carbon Trust Standard for continued CO2 reduction. In 2009 the company opened first eco-store with salient energy saving features. CONCLUSION & RECOMMENDATIONS Based on primary and secondary research; it can be deduced that the company has taken best initiatives to build strong public image, influence people buy their products by effectively leveraging the selective relationship management and in improving work place practices from employment and production perspective. As the study suggests that the company knows the overall impact of its operations on Environment, health of the consumer and reputation of the organization. So it has taken measures to curb the environmental pollution by decreasing the use of plastic and Styrofoam,  reducing calories, saturated oil and fats in the food by replacing palm oil with rape seed oil, reducing salt, providing nutrition information to the consumers, obtaining high quality chicken from british farms and by modifying the nutritional profile of the menu on consistent basis. As suggested in earlier part of analysis the company is also funding the United Nations World Food Hunger Program, joined charity in order to help the unemployed youth and reducing the use of non-renewable resources to certain extent by building eco-stores with some energy saving features. The company is making a significant contribution in the well being of the society and in preserving the natural climate by reducing carbon footprints. All these initiatives are the premium examples of how organization’s create and maintain profitable customer relationship by using public relations, societial marketing and customer relationship management. When observed from the business perspective; the company is operating within a highly saturated market not showing any signs growth for the future. The company can increase the share of their customers by closely analyzing the other cultural values and perceptions. As the company is operating worldwide it can add new products to menu board by undertaking global cultural research analysis and consequently creating superior customer values shaped by consumer’s needs, wants and demands by observing culture. Based on my own judgement it seems like company’s policy is to sell everything to everyone. They should focus on particular segment of the market, closely analyze their needs, carefully select the customers and deliver superior customer value to capture back the value in return. As United Kingdom is the country with rich diversity; so all these issues should be taken into consideration when creating superior customer value, selecting the appropriate communication channel for positioning the product or targeting the customer, crafting an effective message for the public for communicating the merits of the product and designing loyalty scheme. In analysis it has been discovered that the company hasn’t been able to develop customer loyalty and retention programs beyond offering consistently high value and satisfaction. Now a days companies offer â€Å"frequency marketing programs† whereby they reward customers for buying more or in bulk. For instance airline companies offer frequent flier programs, hotels provide room upgrades to regular guests and supermarkets give patronage discount to valuable customers. KFC isn’t  implementing such schemes to reward customers for their loyalty and commitment. The company can issue membership cards with certain validity providing special discounts for generating revenue and increasing sales. REFERENCES Valentin, E. K.,†SWOT Analysis from a Resource-Based View,† Journal of Marketing Theory and Practice, Vol. 9, spring, pp. 54-68, 2001. Valentin, E.K. and Jerald T. Storey, â€Å"R.C. 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American Dream Theme Essay

The portrayal of the American Dream in literature has evolved as the United States has developed and prospered. In the beginning, the initial settlers in the Americas were searching for simple things, such as new opportunities and freedom of religion. As the country grew more populous, competition for success was heightened. Many people have different ideas on what the American Dream means to them. Over the years, American authors have used the theme of the American Dream to share their perspectives on society. Starting with Mark Twain’s Adventures of Huckleberry Finn, the depiction of this theme has evolved with society throughout the years. This novel was set in the years that slavery was prevalent, which made the relationship between a young boy and a runaway slave very difficult. They crave to have no restraints and constrictions and strive to escape the controlling society that they live in. In his book, Twain’s idea of the American Dream is depicted as â€Å"a celebration of freedom, not only from physical structure and rules, but from the prejudices of  Southern society in the age of slavery† (â€Å"The American Dream† 2). The two boys struggle to reach freedom and happiness together throughout the entire book. The main character in The Great Gatsby also struggles for happiness throughout his life in Scott Fitzgerald’s novel. After losing his true love and BURTON 2 discovering that she has been married to another man, he uses his riches and â€Å"high society† lifestyle to win her back over. He strives for money and fortune, but finds no true happiness in his successes. One article had a wonderful  explanation of the American dream presented in this novel: â€Å"Through the character of Gatsby, Fitzgerald eventually shows that, while the rags-to-riches American Dream seems fantastic and wonderful, it is in reality shallow, as well as devoid of true joy and love† (â€Å"The American Dream† 3). However, not all quests for success can end favorably for everyone. This fact is depicted well in Arthur Miller’s Death of a Salesman. After a lifetime of failures, Willy Loman learns the hard way that success in society is not  everything in life; family and love for one another is what is most important. He seems to focus more on being well liked by the buyers and other people that he visits instead of actually selling his products. Near the end, he voices his frustration frequently about how there is no relationship and personality in the selling business anymore. In his article, Bradford states that Willy â€Å"believes that personality, not hard work and innovation, is the key to success† (Bradford 3). Miller proves this to be false when, in the play, Willy attempts to use his charisma  to get a raise from his boss, but the conversation eventually ends in him being fired altogether. He goes on to blame numerous other reasons for his being let go from the company, but never recognizes his own fault. The American Dream started off as a simple desire for freedom to express oneself and live equally with each other. This was expressed in the 1884 novel, Adventures of Huckleberry Finn. These hopes and dreams turned more BURTON 3 materialistic by the 1920’s when Gatsby believed that he could somehow win over his one true love with his fame and riches. He worked hard to earn his success, but without friends and loved ones to share your life with, he realized that success does not bring true happiness. This theme changed once again, though, when the Loman family was introduced in 1949. In Arthur Miller’s play, Willy Loman acted as if he shouldn’t have to work for success and riches. He seemed to believe that everything should be handed to him, instead of earned. The American Dream theme has never failed to keep up with progress in American society. Many authors and playwrights incorporated this theme into  their works in order to make the stories relatable to readers at their times. While peoples’ aspirations started out more moral, people began to become greedy in their desires. This led to their dreams becoming more complicated. The definition of success and means of achieving happiness have changed as American culture has transformed. BURTON 4 Works Cited â€Å"The American Dream in Literature. † Examiner. com. Clarity Digital Group LCC, 15 Sept. 2011. Web. 09 Sept. 2013. Bradford, Wade. â€Å"The American Dream in â€Å"Death of a Salesman†Ã¢â‚¬  About. com Plays / Drama. N. p. , 2013. Web. 09 Sept. 2013.