Journal Entry - assigment Assignment Example | Topics and Well Written Essays - 500 words

Journal Entry - assigment - Assignment Example male contestant had no intention of abiding by the contract, using her emotional responses to deceive the male contestant, holding the belief that she had succeeded in convincing him of her sincerity. The secondary motivation, under contractarianism, is making concessions with a moral code of action attached for the pursuit of self-interest. In this case, the male contestant abides by contractarianism theory as he made it clear that he was consciously aware of the potential consequences from the judging audience for not abiding by the mutual split deal. The female contestant, also, was consciously aware of these judgments, but instead chose to fulfill her own self-interest rather than abide by the agreement. It had previously been my view that people are, in actuality, selfish individuals. The male contestant was a prime example of contractarianism, while the female contestant was willing to succumb to moral judgment and the stigma of immorality to pursue her maximum self-gain. Though the female contestant supported Hobbs’ claim, she tended to refute the theory of contractarianism by not allowing the shame or disgrace that she would carry to be enough motivation to abide by the social contract with her opponent. By witnessing an individual willing to abide by the contract, it instilled a new sense of faith in the moral constructs of some in society and supports that notion that there are some who will act appropriately to avoid causing harm to others. The male contestant could have easily chosen the Steal ball as this would have maximized his own position if he had been convinced of the female contestant’s morality. The male contestant believed that cooperation could be of benefit to both parties, therefore he showed legitimate concern at the moral level for the well-being of his opponent. The male contestant believed that moral justice by securing the needs of both contracted parties was morally preferable over attempting to achieve receipt of the entire

Crisis Interpretation of Organizational Processes with the Symbolic Essay

Crisis Interpretation of Organizational Processes with the Symbolic Frame Reality - Essay Example The Sales Manager does not follow the organizational processes such as communication, meetings, motivation, and evaluation and this is the main reason behind the crisis that is taking place between him and the Sales Representatives at the Branch. The response by the Sales manager, ‘These are privileged positions for people who live privileged lives clearly shows how he does not negotiate meanings, does not provide room for bonding, does not maintain an image of accountability and responsiveness, does not negotiate with his subordinates and does not share values (Bolman and Deal, 2013). The crisis in the organization is simply because the Sales Manager is completely out of reality, does not obey the organizational culture/rituals and this is the reason as to why he plays his roles in a bad manner and this has led to an organizational structure that does not fit the organizational situation hence the

Managerial Leadership role for Nurses’ Use of Research Evidence Essay Example for Free

Managerial Leadership role for Nurses’ Use of Research Evidence Essay The rapid noticeable change in healthcare delivery coupled with professional responsibilities of nurses to incorporate research evidence into their decision making underscores the need to understand the factors involved in implementing evidence-based practice. Linking current research findings with patients’ conditions, values, and circumstances is the defining feature of evidence-based practice. Significant and rational for using evidence in practice in nursing care Evidence-based practice (EBP) is an approach to health care where the best evidence possible is used in health professionals to make clinical decisions for individual. It involves complex and conscientious decision-making based on the available evidence, patient characteristics, situations, and preferences( McKibbon, 1998). Evidence-based practice in nursing is defined as â€Å"integration of the best evidence available, nursing expertise, and the values and preferences of the individuals, families and communities who are served† (Sigma Theta Tau International position statement on evidence-based practice February 2007 summary, 2008). The gist of evidence based health care is the integration of individual clinical expertise with the best available external clinical evidence and the values and expectations of the patient. There are different recourses of evidence which includes the following: †¢Research Evidence: which refers to methodologically sound, clinically relevant research about the effectiveness and safety of interventions, the accuracy of assessment measures, the strength of causal relationships and the cost-effectiveness of nursing interventions. †¢Patients Experiences and Preferences: identification and consideration of patient’s experiences and preferences are central to evidence-based decision making. Patients may have varying views about their health care options, depending on factors such as their condition personal values and experiences, degree of aversion to risk, resources, availability of information, cultural beliefs, and family influences. †¢ Clinical Expertise. AS the mixing of these different types of evidence may be influenced by factors in the practice context such as available resources, practice cultures and norms leadership styles, and data management, we must consider the level of evidence while using the research evidence to take the proper decision, look to appendix A which is represent the level of evidence. (Haynes, Devereaux, Guyatt, 2002; Sigma Theta Tau International position statement on evidence-based practice February 2007 summary, 2008). Evidence-based practice is a prominent issue in international health care which is intended to develop and promote an explicit and rational process for clinical decision making that emphasizing the importance of incorporating the best research findings into clinical care to ensure the best possible treatment and care derived from the best available evidence (E. Fineout-Overholt, Levin, Melnyk, 2004) Once a new research is completed new evidence comes into play every day, technology advances, and patients present with unique challenges and personal experiences(Krainovich-Miller, Haber, Yost, Jacobs, 2009). The nurse who bases practice on what was learned in basic nursing education soon becomes outdated, then becomes dangerous. Patients are not safe if they do not receive care that is based on the best evidence available to assist them at the time their needs arise, so all aspects of nursing, from education to management to direct patient care, should be based on the best evidence available at the time (Reavy Tavernier, 2008). Through reviewing the literature there is a dramatically changing and advancing in the technology, available body information and quality of care provided, the rapid pace of change in healthcare delivery coupled with professional responsibilities of nurses to incorporate research evidence into their provided care and decision making underscores the need to understand the factors involved in implementing evidence-based practice (Bostrà ¶m, Ehrenberg, Gustavsson, Wallin, 2009; Ellen Fineout-Overholt, Williamson, Kent, Hutchinson, 2010; Gerrish, et al., 2011; Gifford, Davies, Edwards, Griffin, Lybanon, 2007). Before that nurses must first believe that basing their practice on the best evidence will lead to the highest quality of care and outcomes for patients and their families(Ellen Fineout-Overholt, et al., 2010; Melnyk, et al., 2004). To let change occuring, â€Å"there must be a clear vision, written goals, and a well-developed strategic plan, including strategies for overcoming anticipated barriers along the course of the change†(Melnyk, et al., 2004). Emerging evidence indicates that the  leadership behaviors of nurse managers and administrators play an important role in successfully utlizing research evidence into clinical nursing(Amabile, Schatzel, Moneta, Kramer, 2004; Antrobus Kitson, 1999; Gifford, et al., 2007). There is a consistency between many researches that clamethe importance role of the leadership and leadership factors such as support and commitment of managers on the staff at the implication of EBP(Aitken, et al., 2011; Antrobus Kitson, 1999; Melnyk, et al., 2004; Winch, Creedy, Chaboyer, 2002). Nurse managers and administrators are responsible for the professional practice environments where nurses provide care, and are strategically positioned to enable nurses to use research. As being a role model, administrators must be committed to provide the necessary resources such as EBP mentors, computers, and EBP education. Some administrators have tried to encourage a change to EBP by integrating EBP competencies into clinical promotions. However, Miller (2010) argue that this extrinsic motivational strategy is unlikely to be as effective as when people are intrinsically motivated to change. Also there is a claimed that if people are involved in the strategic planning process, they ar e more likely to change to EBP. Intervention protocol for promoting nurses compliance to EBP As the Decision making in health care has changed dramatically, with nurses expected to make choices which based on the best available evidence and continually review them as new evidence comes to light (Pearson et al, 2007). Evidence-based practice involves the use of reliable, explicit and judicious evidence to make decisions about the care of individual patients. As an important role in providing safe and high quality care the nurses must take into account the quality of evidence, assessing the degree to which it meets the four principles of feasibility, appropriateness, meaningfulness and (Doody Doody, 2011; Johnson, Gardner, Kelly, Maas, McCloskey, 1991). What nurses need to operate in an evidence-based manner, is to be aware of how to introduce, develop and evaluate evidence-based practice. There more than one model for introducing the EBP in health care one of them that I chose is the Iowa model. The Iowa model focuses on organization and collaboration incorporating conduct use of research, along with other types of evidence(Doody Doody, 2011; Johnson, et al., 1991). Since its origin in 1994, it has been continually referenced in nursing journal articles and extensively used in clinical research programmes. This model uses key triggers that can be either problem focused or knowledge focused, leading staff to question current nursing practices and whether care can be improved through the use of current research findings(Bauer, 2010; Doody Doody, 2011; Johnson, et al., 1991; Titler, et al., 2001). By using Iowa Model; a question is generated either from a problem or as a result of becoming aware of new knowledge. Then a determination is made about the question relevance to organizational priorities. If the question posed is relevant, then the next step is to determine if there is any evidence to answer the question. Once the evidence has been examined, if there is sufficient evidence, then a pilot of the practice change is performed. If there is insufficient evidence, then the model supports that new evidence should be generated through research (Bauer, 2010). Step one of the Iowa model is to formulate a question. The question if asked in a PICO format is easier to use to search the literature. A PICO format uses the following method to frame the question: Frame question in PICO format †¢ P= Population of interest †¢ I= Intervention †¢ C= Comparison of what you will do †¢ O= Outcome(Hoogendam, de Vries Robbà ©, Overbeke, 2012). The final step to the process is to share the outcomes of the practice change with other in the form of an article or poster. In using the Iowa model, there are seven steps to follow in detail as it is outlined in the figure shown in appendix B. Step 1: Selection of a topic In selecting a topic for evidence-based practice, several factors need to be considered. These include the priority and magnitude of the problem, its application to all areas of practice, its contribution to improving care, the availability of data and evidence in the problem area, the multidisciplinary nature of the problem, and the commitment of staff. Step 2: Forming a team The team is responsible for development, implementation, and evaluation. The composition of the team should be directed by the chosen topic and include all interested stakeholders. The process of changing a specific area of practice will be assisted by specialist staff team members, who can provide input and support, and discuss the practicality of guideline. A bottom-up approach to implementing evidence-based practice is essential as change is more successful when initiated by frontline practitioners, rather than imposed by management. Staff support is also important. Without the necessary resources and managerial involvement, the team will not feel they have the authority to change care or the support from their organization to implement the change in practice. To develop evidence-based practice at unit level, the team should draw up written policies, procedures and guidelines that are evidence based. Interaction should take place between the organization’s direct care providers and management such as nurse managers, to support these changes(Antrobus Kitson, 1999; Cookson, 2005; Doody Doody, 2011; Hughes, Duke, Bamford, Moss, 2006). Step 3: Evidence retrieval Evidence should be retrieved through electronic databases such as Cinahl, Medline, Cochrane and up-to-date web site. Step 4: Grading the evidence To grade the evidence, the team will address quality areas of the individual research and the strength of the body of evidence overall (see appendix A for level of evidence). Step 5: Developing an Evidence-Based Practice (EBP) standard After a critique of the literature, team members come together to set recommendations for practice. The type and strength of evidence used in practice needs to be and based in the consistency of replicated studies. The design of the studies and recommendations made should be based on identifiable benefits and risks to the patient. This sets the standard of practice guidelines, assessments, actions, and treatment as required. These will be based on the group decision, considering the relevance for practice, its feasibility, appropriateness, meaningfulness, and effectiveness for practice. To support evidence-based practice, guidelines should be devised for the patient group, health screening issues addressed, and policy and procedural guidelines devised highlighting frequency and areas of screening. Evidence-based practice is ideally a patient centered approach, which when implemented is highly individualized. Step 6: Implementing EPB For implementation to occur, aspects such as written policy, procedures and guidelines that are evidence based need to be considered. There needs to be a direct interaction between the direct care providers, the organization, and its leadership roles (e.g. nurse managers) to support these changes. The evidence also needs to be diffused and should focus on its strengths and perceived benefits, including the manner in which it is communicated. This can be achieved through in-service education, audit and feedback provided by team members. Social and organizational factors can affect implementation and there needs to be support and value placed on the integration of evidence into practice and the application of research findings(Aitken, et al., 2011; Doody Doody, 2011; Gerrish, et al., 2011; Reavy Tavernier, 2008) Step 7: Evaluation Evaluation is essential to seeing the value and contribution of the evidence into practice. A baseline of the data before implementation would benefit, as it would show how the evidence has contributed to patient care. Audit and feedback through the process of implementation should be conducted and support from leaders and the organization is needed for success. Evaluation will highlight the programme’s impact. Barriers also need to be identified. Information and skill deficit are common barriers to evidence-based practice. A lack of knowledge regarding the indications and contraindications, current recommendations, and guidelines or results of research, has the potential to cause nurses to feel they do not have sufficient training, skill or expertise to implement the change. Awareness of evidence must be increased to promote the translation of evidence into practice . A useful method for identifying perceived barriers is the use of a force field analysis conducted by the team leader. Impact evaluation, which relates to the immediate effect of the intervention, should be carried out. However, some benefits may only become apparent after a considerable period of time. This is known as the sleep effect. On the contrary, the back-sliding effect could also occur where the intervention has a more or less immediate effect, which decreases over time. We must not to evaluate  too late, to avoid missing the measures of the immediate impact. Even if we do observe the early effect, we cannot assume it will last. Therefore, evaluation should be carried out at different periods during and following the intervention (Doody Doody, 2011). Nursing leadership is an essential role for promoting evidence-based practice while the nurse managers and administrators are responsible for the professional practice environments where nurses provide care, are strategically positioned to enable nurses to use research. AS the leadership is essential for creating change for effective patient care the leadership behaviors are critical in successfully influencing the stimulation, acceptance, and utilization of innovations in organizations (Antrobus Kitson, 1999; Gifford, et al., 2007). From my perspective I consider that the leaders and managers are the corner stone for utilizing researches and make practices based on evidence. By playing a role model for staff and handling the authority they have a magic force to urges the staff to use evidence based in there practice. Leaders can encourage the staff to use EBP in their practice in several ways such as increase the staff awareness, stimulating the intrinsic motivation of people, implying an effort to increase the will and internal desire to change through support encouragement, education, and appealing to a common purpose, monitoring performance, strengthen the body of knowledge that the staff have by forcing them to attend and participate in conferences, workshops Journal clups, giving rewards to staff who collaborate in finding, utilizing and applying the EBP and make promotion and appraisal according to adherence to application of EBP. Implication of EBP For implementation to occur, aspects such as written policy, procedures and guidelines that are evidence based need to be considered. There needs to be a direct interaction between the direct care providers, the organization, and its leadership roles (e.g. nurse managers) to support these changes. The evidence also needs to be diffused and should focus on its strengths and perceived benefits, including the manner in which it is communicated. This can be achieved through in-service education, audit and feedback provided by team members. Social and organizational factors can affect implementation and there needs to be support and value placed on the integration of evidence into practice and the application of research findings. There are many ways that can be used to create an environment to implement and sustain an area of EBP such as : -Development of EBP champions; Use of EBP mentors; Provision of resources such as time and money; Creation of a culture and expectation related to EBP; Use of practical strategies including EBP workgroups, journal club and nursing rounds (Aitken, et al., 2011). EBP is being used in every aspect of the life, especially in the health care. The most common application of EBP is not only in intervention or treatment plane, but also the EBP process has been applied to making choices about diagnostic tests and protocols to insure thorough and accurate diagnosis, selecting preventive or harm-reduction interventions or programs, determining the etiology of a disorder or illness, determining the course or progression of a disorder or illness, determining the prevalence of symptoms as part of establishing or refining diagnostic criteria, completing economic decision-making about medical and social service programs. Nursing research proves pivotal to achieving Magnet recognition, yet the term research often evokes an hunch of mystery. Most of the policy, guidelines. And protocols that guide the work in the organization are based on evidance (Weeks Satusky, 2005). Also, it is also useful to think of EBP as a much larger social movement. Drisko and Grady (2012) argue that at a macro-level, EBP is actively used by policy makers to shape service delivery and funding. EBP is impacting the kinds of interventions that agencies offer, and even shaping how supervision is done. EBP is establishing a hierarchy of research evidence that is privileging experimental research over other ways of knowing. There are other aspects of EBP beyond the core practice decision-making process that are re-shaping social work practice, social work education, and our clients lives. As such, it may be viewed as a public idea or a social movement at a macro level (Evidence-Based Practice: Why Does It Matter?, 2012). Cost effectiveness of using EBP in health care  Beneficial outcomes of the implementation and use of evidence-based practice by staff nurses include increased ability to offer safe, cost-effective,  and patient-specific interventions. Critical thinking skills and leadership abilities can also grow because of the use of evidence based practice; it is a way for staff nurses to become involved in change and regain ownership of their practice (Reavy Tavernier, 2008). EBP used in clinical practice lead to make improvement in quality of provided care, which lead to improve the patients outcome, patient satisfaction and employee satisfaction. All these aspect are directly and indirectly lead to increase the cost effectiveness of the organization. When the patient satisfaction increased the patient acceptance to the organization increased, the employee satisfaction also increases and turnover will decrease all these things will increase the financial revenue to the organization. Also when using EBP in health care this will lead to decrease errors, complications and losses (e.g. compliance of evidence based infection control guidelines will lead to decrease incidence of infection, decrease length of stay an d decrease the cost of patient treatment), another example is using EBP to treat diabetic foot will result in decreasing the loses and increases the satisfaction so adherence to EBP will be costly effective when it result in better outcome, quality of care and satisfaction. Sometimes using EBP in certain area is costly; in such cases we must weighing the benefits ( immediately and after considered period of time) and mak e our decision based on the collected data and information. References: Aitken, L. M., Hackwood, B., Crouch, S., Clayton, S., West, N., Carney, D., et al. (2011). Creating an environment to implement and sustain evidence based practice: A developmental process. Australian Critical Care, 24(4), 244-254. Amabile, T. M., Schatzel, E. A., Moneta, G. B., Kramer, S. J. (2004). Leader behaviors and the work environment for creativity: Perceived leader support. The Leadership Quarterly, 15(1), 5-32. Antrobus, S., Kitson, A. (1999). Nursing leadership: influencing and shaping health policy and nursing practice. Journal of Advanced Nursing, 29(3), 746-753. Bauer, C. (2010). Evidence Based Practice:Demystifying the Iowa Model Providing optimal care through promotion of professional standard, networking and development, 25(2). Bostrà ¶m, A.-M., Ehrenberg, A., Gustavsson, J. P., Wallin, L. (2009). Registered nurses application of evidence-based practice: a national survey. Journal Of Evaluation In Clinical Practice, 15(6), 1159-1163. Cookson, R. (2005). Evidence-based policy making in health care: what it is and what it isnt. Journal Of Health Services Research Policy, 10(2), 118-121. Doody, C. M., Doody, O. (2011). Introducing evidence into nursing practice: using the IOWA model. British Journal of Nursing, 20(11), 661-664. Evidence-Based Practice: Why Does It Matter? (2012). ISNA Bulletin, 39(1), 6-10. Fineout-Overholt, E., Levin, R. F., Melnyk, B. M. (2004). Strategies for advancing evidence-based practice in clinical settings. Journal of the New York State Nurses Association, 35(2), 28-32. Fineout-Overholt, E., Williamson, K. M., Kent, B., Hutchinson, A. M. (2010). Teaching EBP: strategies for achieving sustainable organizational change toward evidence-based practice. Worldviews On Evidence-Based Nursing / Sigma Theta Tau International, Honor Society Of Nursing, 7(1), 51-53. Gerrish, K., Guillaume, L., Kirshbaum, M., McDonnell, A., Tod, A., Nolan, M. (2011). Factors influencing the contribution of advanced practice nurses to promoting evidence-based practice among front-line nurses: findings from a cross-sectional survey. Journal of Advanced Nursing, 67(5), 1079-1090. Gifford, W., Davies, B., Edwards, N., Griffin, P., Lybanon, V. (2007). Managerial leadership for nurses use of research evidence: an integrative review of the literature. Worldviews on Evidence-Based Nursing, 4(3), 126-145. Haynes, R. B., Devereaux, P. J., Guyatt, G. H. (2002). Clinical expertise in the era of evidence-based medicine and patient choice. ACP Journal Club, 136(2), A11-A14. Hoogendam, A., de Vries Robbà ©, P. F., Overbeke, A. J. P. M. (2012). Comparing patient characteristics, type of intervention, control, and outcome (PICO) queries with unguided searching: a randomized controlled crossover trial. Journal Of The Medical Library Association: JMLA, 100(2), 121-126. Hughes, F., Duke, J., Bamford, A., Moss, C. (2006). Enhancing nursing leadership: Through policy, politics, and strategic alliances. Nurse Leader, 4(2), 24-27. Johnson, M., Gardner, D., Kelly, K., Maas, M., McCloskey, J. C. (1991). The Iowa Model: a proposed model for nursing administration. Nursing Economic$, 9(4), 255-262. Krainovich-Miller, B., Haber, J., Yost, J., Jacobs, S. K. (2009). Evidence-based practice challenge: teaching critical appraisal of systematic reviews and clinical practice guidelines to graduate students. Journal of Nursing Education, 48(4), 186-195. Melnyk, B. M., Fineout-Overholt, E., Feinstein, N. F., Li, H., Small, L., Wilcox, L., et al. (2004). Nurses perceived knowledge, beliefs, skills, and needs regarding evidence-based practice: implications for accelerating the paradigm shift. Worldviews on Evidence-Based Nursing, 1(3), 185-193. Reavy, K., Tavernier, S. (2008). Nurses reclaiming ownership of their practice: implementation of an evidence-based practice model and process. Journal of Continuing Education in Nursing, 39(4), 166-172. Sigma Theta Tau International position statement on evidence-based practice February 2007 summary. (2008). Worldviews on Evidence-Based Nursing, 5(2), 57-59. Titler, M. G., Kleiber, C., Steelman, V. J., Rakel, B. A., Budreau, G., Everett, C. L. Q., et al. (2001). The Iowa Model of Evidence-Based Practice to Promote Quality Care. Critical Care Nursing Clinics of North America, 13(4), 497-509. Weeks, S. K., Satusky, M. J. (2005). Demystifying nursing research: to encourage compliance with Magnet accreditation standards, further you r facilitys research initiatives. Nursing Management, 36(2), 42. Winch, S., Creedy, D., Chaboyer, W. (2002). Governing nursing conduct: the rise of evidence-based practice. Nursing Inquiry, 9(3), 156-161.

Yakult Marketing Plan

Yakult Marketing Plan INTRODUCTION: History of Yakult Yakult Honsha Ltd. was founded in 1930 by Dr. Shirota. For over the past 75 years, the company has expertise in the field of beneficial bacteria. The main activity of Yakult is to introduce a wide range of healthy foods, cosmetics and pharmaceuticals. In 1930, Dr. Minoru Shirota, who was conducting his research in a microbiology lab at the Medical Faculty of Kyoto University in Japan, became the first person in the world to create a strain of lactic acid bacteria beneficial to human health. This bacterium was named after Dr.Shirota Lactobacillus casei Shirota strain (Our History, 2010). In Malaysia, Yakult is still a young and growing company. Yakult Ace was only launched in Malaysia in 2004. Yakult (Malaysia) Sdn.Bhd. is a wholly owned subsidiary of Yakult Honsha, Japan (Yakult-Malaysia, 2010). Vision Yakult’s vision is to push forward with the quest for new possibilities for probiotics in the academic and medical fields. Mission Yakult’s mission is to contribute to the health and happiness of every person throughout the world through the pursuit of excellence in life sciences and the excellence in life sciences and the study of microorganisms. Philosophy SHIROTA-ISM Preventive medicine A healthy intestine leads to a long life A healthy life for all We contribute to the health and happiness of people around the world through the pursuit of excellence in life science in general and our research and experience in microorganisms in particular (Philosophy, 2010). Issues and challenges In the recent years, several major issues and challenges were faced by Yakult. Yakult is facing a shortage of stock to meet the demand of the people around the world. It is reported that there is high stock turnaround (Cruz, 2013). SWOT ANALYSIS: Strengths Dynamic Research Development power Retrieved from the annual report of (â€Å"Global Yakult†Ã¢â‚¬â€ Entering a New Growth Stage, 2013), one of the strengths portrayed by Yakult is its dynamic research and development power. With its 252 medical doctors and scientists, they actively pursue research aimed at applying bacteria effectively in the prevention and treatment of many diseases. The RD Division tails basic research in life science meant at applying and developing basic materials in pharmaceuticals, food, cosmetics and other fields. Besides that, Yakult does their research and development at the Yakult Central Institute for Microbiological Research, which is situated in Tokyo, Japan. The aim of this central is to the study is to the use of beneficial bacteria in the promotion of health. Therefore, there are continuous improvements inYakult’s products that can improve consumers’ health for today and in the future. Good distribution channel Another essential strength of Yakult is the unique distribution channel byYakult Ladies. It is a type of delivery service that delivers Yakult cultured milk drinks directly to the consumers’ home through a network of Yakult Ladies. According to managing director Kouichi Nakayama (abhishek_g, 2012), door-to-door sales through the Yakult Lady System are more profitable than supermarkets sales.In Japan, more than 60% of Yakult products are distributed by Yakult Ladies. They deliver door-to-door every day, from rural areas to high-rise buildings in the city. However, in Malaysia, Yakult Ladies is also available in delivering of goods. However, it is only available in certain place such as Klang Valley, Negeri Sembilan, Melaka, Penang, Kuantan, Ipoh and few other areas. The best thing is there is no minimum order or delivery charge for the products (Fong, 2007). Weaknesses Less product choice for customers in terms of flavours The first weakness of Yakult is lack choice of flavours. There are only two flavours available which are Yakult Ace and Yakult Ace Light. Unlike its competitors, such as Vitagen and Nutrigen, these two brands come out with products with variety of flavours which will attract more people to buy their products. As Malaysia is a multiracial country, different races of people have different tastes. Thus, Malaysians usually prefer to choose their drinks from a variety of flavours. Storage difficulty Second is storage difficulty. The products are fermented milk drinks which contains active bacteria under low temperature. However, if the temperature increases, the bacteria will eventually become inactive that will turn the taste sour. This is because the bacteria will begin to make lactic acid when the temperature drops (FAQs, 2010). Therefore, refrigerators are necessary. However, consumers who do not own a refrigerator will find it a problem. By the way, it will also lead to a storage difficulty for retailer outlets with little storage capacity as they still have other products brand they need to keep. This will cause an imbalance of stock availability during different time of the outlets. This problem also influences consumers’ purchase intention that does not have a refrigerator. Smaller packaging and higher price compared to competitors Another weakness of Yakult is that the packaging of Yakult is small compared to its competitors. One bottle of Yakult contains 80ml cultured milk drink while competitors such as Vitagen and Nutrigen serve in 125ml per bottle (TK-eShop, 2010). Besides that, according to Yakult, it is fine for consumers to drink more than 80ml of Yakult cultured milk. Therefore, consumers who drink more than one bottle may go for other competitors’ product who sells in larger packaging (FAQs, 2010). Yakult products are sold in a bundle of 5 bottles, which is the same with its strong competitors such as Vitagen and Nutrigen. However, the Yakult cultured milk drink’s price is higher than the competitors, who offer their drinks in bigger bottles too. Opportunities Trends in health concerns Few studies shows that more and more people are concerned about their health problem and health awareness is becoming increasingly important nowadays (Rollins, 2008); (Senterfitt, Long, Shih, Teutsch, 2013). This is an opportunity for Yakult since Yakult has already scientifically proven that their products are good for health. Consumers are turning to dairy products, yogurts and so forth to start their day. In Yakult’s advertisements, the company informs consumers that their products are probiotic drinks which are good for people’s health. This increases health awareness of the people. Besides that, Yakult’s brand recognition also increases among consumers during this process. The creative thinking of Yakult’s advertisement helps in promoting health by emphasizing beneficial bacteria for intestinal balance of consumers which ultimately leads to good health. Increase in number of convenience stores and hypermarkets According to (Wong, 2007), the number of convenience stores and hypermarkets are increasing. It means that Yakult’s distribution channel will also increase. Yakult’s product can be sold in more and different places. Consumers will also find it easier and more convenient to buy Yakult’s product from the hypermarket or convenience stores nearest to them. Threats Intense competition Yakult faces a tough competitive environment in the market. There are similar healthy foods and also probiotic drinks in the market. Yakult’s main competitors are Vitagen and Nutrigen that has strong brand recognition in the Malaysian market. Vitagen is the first cultured milk to be introduced in Malaysia which is also known as the number one cultured milk in Malaysia. As for Nutrigen, it also provides cultured milk which is similar to Yakult and also Vitagen. These competitors have their own competitive advantages compared to Yakult in terms of the flavours they offered which can suit different consumers’ taste with their different flavours available. Low switching cost Besides that, consumers in Malaysia do not incur high switching cost if they choose to switch to other category of healthy foods. Yakult’s price offering is also a threat as they offer in higher prices and also smaller packaging compared to competitors. Consumers who are price sensitive may choose competitors’ product instead of Yakult’s. Thus, Malaysians can switch to another drinks or brands whenever they want if there are substitute products available with lower prices. They can also shop favourably and also choose selectively without sticking to one supplier. Competitors use aggressive marketing technique Yakult’s competitors uses aggressive marketing plan to promote their products such as advertising in traditional media like television advertisement, radio, social network sites and forth, especially Vitagen. With this, competitors are more recognizable to consumers than Yakult. As Yakult does not usually do aggressive advertisements to promote their brand, consumers are more likely to be aware of competitors’ brand than Yakult. Besides that, the marketing plans that are not heavily invested are usually advertisements that are easily duplicated. Decrease in consumer’s purchasing power Millions of middle-class Malaysians are suffering from low consumer spending growth while increasing in state controlled electricity and gasoline costs since 2008 (Koon, 2014). As a result, mid to higher end choices of beverage suffered a decrease on the sales (Consumer spending to slow down in 2014, 2014); (Koon, 2014). The economic downturn has contributed greatly to the slow growth of the purchasing power as Yakult is not a necessity in consumers’ daily life. Yakult is a probiotic drink, where consumers who desire for a better health can consume it continuously and not a necessity for consumers to drink them as a must in order to survive. INDUSTRY ANALYSIS BY USING PORTAL FIVE FORCES a) Threat of new entrance Yakult probiotic beverage falls into a broad and safe market, especially the awareness and concern of people on health are increasing. Probiotic drinks are favourable and popular for consumers and bring a considerable return to the company. This has made the cultured milk market seems attractive to the market, where it attracts many outsiders that tries to enter this industry. However, the capital cost to enter this industry is relative high compared to other beverage industry. As probiotic beverage requires friendly bacteria such as lactobacillus acidophilus that are hard to produce and refine it to produce a drinkable beverage. Potential entrants who wish to enter this industry need to invest heavily on Research and Development as well as pharmaceutical department in order to produce a probiotic beverage. As Yakult has been proven by many professors such as Dr Ko Okumura (Juntendo University, Japan), Dr. Haruji Sawada and others, the credibility of Yakult beverage is high, which result to a high entry barrier for new entrants as well. Furthermore, potential entrants need to make sure they are able to differentiate their product from Yakult in term of higher nutrition or lower price or both. If firms are not able to come out with a better beverage than the existing beverage in market, then there is no point they enter the market as this will deficit the company. In a nutshell, the entry barrier for new entrants to enter this industry is high. Yakult is facing low threat of new entrants. b) Threat of substitute Porter’s threat of substitute definition is the availability of a product that the consumer can purchase instead of the industry’s product with similar benefits. Eventhough Yakult is the pioneer of probictic, substitutes products are still able to replace them. Customers can easily replace Yakult by purchase bottle of probiotic capsule, probiotic powder or probiotic drink. Example of probiotic supplements is Kordel’s Protect probiotic powder, which cost around RM70 for 30 sachs. Yogurt drink and yogurt powder are also substitutesthat can replace Yakult products. The more substitute the products are, the more competitive the industry is. In the long run, Yakult may suffer less profit. In this case, there are few substitute products in market that can replace Yakult products, so they are facing high threat of substitute products. c) Bargaining power of supplier Bargaining power of supplier occurs when buyers are too many but only few suppliers in the market. When it is too costly to change suppliers, the bargaining power of suppliers is relative high. The Yakult Plant in Calamba city, Laguna, is able to produce 1.6 million bottles of Yakult a day. In order for them to produce a bottle of 100ml Yakult Probiotic beverage, they will need few raw materials such as skimmed milk powder, sugar, and dextrose is blend with sterilized water to create a sweet, milky solution. While all these raw materials are not unique or highly differentiated product. Which means Yakult can get them from few suppliers, as there are not only one supplier in the market that supplies sugar, skimmed milk powder and dextrose. The suppliers industry is not dominated by small number of firm, thus the bargaining power of supplier is not harmful for Yakult. Furthermore, Yakult uses backward integration, where they have their own manufacturing factory to produce their probiotic beverage. The main ingredient in the probiotic dairy beverage, liveLactobacillus caseistrain Shirota is carefully cultured and tested in Yakult own laboratory. In other words, Yakult does not rely on outsider to get their main raw material, but they produced it themselves in their own laboratory and factory. In a nut shell, Yakult is immune with the power of supplier, as they having few suppliers instead of rely on one supplier. d) Bargaining Power of Buyers Buyer power is one of the forces that shape the competitive structure of an industry. When the power of buyer is strong, they can pressure the sellers to lower down the prices, improve product quality or better service. In contra, weak bargaining power of buyer will often makes an industry less competitive and increases the profit potential for seller. In this case, Yakult are facing high bargaining power from their buyers. Firstly this is because there are available substitute and large range of probiotic drink in the market that offered similar benefit to the customers, for example Vitagen, Nestle Yogurt drink, and probiotic supplement beverage. Yakult is not the only firm that produce probiotic daily beverage. Customers can easily switch to other product that available in the market, customers switching cost is low. Secondly, customers are price sensitive towards the beverage. If Vitagen probiotic drink is having promotion and the prices are much cheaper than Yakult Ace drink, customer will simply switch to purchasing Nestle yogurt drink. Thirdly, Yakult probiotic daily drink is not highly differentiated and standard. It become a daily basis for some consumer, thus consumer can switch to other brand that provide the same function as Yakult. In a nutshell, the bargaining power for Yakult buyer is relatively high. e) Threat of rivalry The intensity of rivalry among competitors in an industry refers to the extent to which firms within an industry put pressure on one another and limit each other’s profit potential. High intensity of rivalry means competitors are aggressively targeting each other’s markets and aggressively pricing products. While low intensity of competitive rivalry makes an industry less competitive and increases profit potential for the existing firms. The rivalry in probiotic beverage is minimal. Firstly this is because few competing firms are roughly doing the same size and serving the same amount of customers. Yakult, Vitagen, Nestle are sharing the almost similar market share. Secondly, there are lack of product differentiation for the existing brand in the market, Yakult, Vitagen, Nestle are offer the almost similar probiotic daily beverage in the market. This three probiotic beverage different in some ways but they do share the similar characteristic as well, which are help strengthen immune system and smoother the digestive system. Thirdly, customer brandloyalty is not significant, customer who consume Vitagen beverage might switch to consume Yakult on some day, and same goes to consumer for Yakult. In a nutshell, the threat of rivalry is minimal for Yakult Company. REFERENCES abhishek_g. (12 June, 2012). Yakult. Retrieved 17 June, 2014, from Slide Share: http://www.slideshare.net/abhishek_g/yakult-13298536 Consumer spending to slow down in 2014. (9 January, 2014). Retrieved 26 June, 2014, from The Sun Daily: http://www.thesundaily.my/news/925542 Cruz, H. (13 January, 2013). Vision, Mission, Objectives, Goals, Prob. its Background. Retrieved 30 June, 2014, from Prezi: http://prezi.com/mvkfvph4nkz0/vision-mission-objectives-goals-prob-its-background/ FAQs. (2010). Retrieved 15 June, 2014, from Yakult: http://www.yakult.com.my/html/faqs.html Honsha, Y. (2013). â€Å"Global Yakult†Ã¢â‚¬â€ Entering a New Growth Stage. Japan. Koon, C. P. (7 January, 2014). Malaysians Seen Curbing Spending as Living Costs Surge: Economy. Retrieved 26 June, 2014, from Bloomberg: http://www.bloomberg.com/news/2014-01-07/malaysians-seen-curbing-spending-as-living-costs-surge-economy.html Philosophy. (2010). Out Philosophy. Retrieved 10 June, 2014, from Yakult: http://www.yakult.com.my/html/our_philosophy.html Rollins, C. (16 December, 2008). RAISING HEALTH CONSCIOUSNESS UTILIZING â€Å"UNNATURAL CAUSES† SERIES AS STIMULUS . Retrieved 30 June, 2014, from https://www.wpi.edu/Pubs/E-project/Available/E-project-121808-155128/unrestricted/Chris_Rollins_Health_IQP_Final_v3.pdf Senterfitt, J. W., Long, A., Shih, M., Teutsch, S. M. (January, 2013). How Social and Economic factors affect health. Retrieved 26 June, 2014, from Social Determinants of Health: http://www.publichealth.lacounty.gov/epi/docs/SocialD_Final_Web.pdf TK-eShop. (2010). Cultured Milk Drink. Retrieved 30 June, 2014, from tk-eshop: http://www.tk-eshop.com/about-us/articles/articles/vitagen-nutrigen-yakult Wong, L. C. (2007). Development of Malaysia’s Agricultural Sector: Agriculture as an Engine of Growth? Retrieved 28 June, 2014, from ISIS.org.my: http://isis.org.my/attachments/386_Territorial_Disputes_in_East Asia.pdf Yakult. (2014). Profile. Retrieved 13 June, 2014, from Yakult: http://www.yakult.co.jp/english/ir/management/profile.html Yakult-Malaysia. (2010). Yakult Malaysia General. Retrieved 23 June, 2014, from Yakult: http://www.yakult.com.my/html/yakult_my_general.html

Language and Culture in an Immigrant Society :: Cultural Identity Essays

The professor of my linguistics anthropology course this year, stepped up to the podium on the first day of class, and surprised us all with his feelings regarding language. He began by telling us that he specializes in human misery, perhaps insinuating language is a source of misery. Dr. Song is a Korean immigrant and the sounds of his own language repulses him. Growing up in modern society America has made him cringe at the sound of his native tongue. It is this same native language of Korean that my professor falls back into when he is made nervous by an English speaking person leaning in closer to him and squinting up his face expecting not to understand what will come out of his mouth before he even opens it. It is as if the frustration and impatience he has confronted in people has fostered a hatred for the part of him that is foreign. Michael Agar, a leading theorist on modern linguistics, has proposed a reason for this regression. In looking at the elusive idea of "culture" we see that the content is ever changing. It is a continual process one that Agar says "is not something those people have; it's something that happens to you." My professor used an example of two types of drivers to demonstrate the different reactions to the complications that arise with culture. These two drivers will be called the first and second driver. The first driver embodies the number one type and the second, the good driver. He uses the situation of traffic congestion to put these types into perspective. Imagine a driver during traffic congestion. The number one type will say to himself, "The system is causing this inconvenience, because it is always like this." To a number one type, it is this "immutable truth" that is the cause of any obstacles. This truth can be applied to almost anything in a society where we are sur rounded by reproducible images and experiences, which grants permission to use stereotypes. The problem (the traffic congestion) is caused by a "thing" out there and is objectified. But there is a second driver, the good driver. This driver does not objectify the situation and use the accepted truth.

Revolutionized Relationship Essay -- Canadian History

One of the major problems associated with a bilingual country, inevitably, is national unity. In Canada, national unity usually refers to the relations between both the French and English Canadians. English-French relations have always been unstable, ever since the English conquest on the French in the late 1800s. In the twentieth century, this link was further depreciated primarily because of conscriptions during the First and Second World War along with the Quiet Revolution and the October Crisis. Conscription during the First and Second World War was one of the initial major causes that began the deterioration of French-English relations largely because the French had no desire to go to war. The Quiet Revolution was an effort to redefine the role of the francophone civilization inside Canada, which was an attempt at strengthening the French-English relationship. Lastly, the October Crisis, which was a sequence of events that were set off by two kidnapping of government official s by members of the FLQ, Front de liberation du Quebec, caused an uprising between French and English Canadians. Theses moments in history greatly affected the French-English Relation greatly. During the twentieth century, the main reasons for the changes of French-English relationships are conscription during the World Wars, the Quiet Revolution and the October Crisis. When World War One was declared, the French immediately made it clear that they had no interest in fighting in the war, especially alongside the English Canadians. Conscription during the war one of the leading causes that worsened, the already weak English-French relations. Because Canada was part of the British Empire, they were involuntarily forced to partake in the war with the... ... with Quebec and bake until separated. The Martlet. Date of publication May 9, 2012. http://www.mar tlet.ca/martlet/article/recipe-separatism/. French English Relations. Dufferin-Peel Catholic School Board. http://www.dpcdsb.org/NR/rdonlyres/1038755C-4E4C-40DB-837B- DE4023D0B133/38622/FrenchEnglishRelations1950PresentNotes.pdf. French-English Relations. Prairie Land Regional Divisions. Last modified March 2006. http://www.plrd.ab.ca/public/v/ellen.vanderkolk/projectroom/ss10- 13/fr.eng.relations.htm. M. D. Behiels, Francophone-Anglophone Relations. The Canadian Encyclopedia. Last modified 2012. http://www.thecanadianencyclopedia.com/articles/ francophoneanglophone-relations. Robert Bothwell. The October Crisis. The Canadian Encyclopedia. Date of publication November 15, 2010. http://www.cdnexperience.ca/read-the-series/29-the- october-crisis/.

Great Gatsby Color Symbolism

During the 1920’s, many people would disguise themselves through the identities of someone else. In the novel, The Great Gatsby by F. Scott Fitzgerald, the main characters can be seen â€Å"hiding† behind the symbolism of different colors. Color affects the mood, emphasizes the importance of events in a novel, and can also interact with the personalities of the characters. The concept of color symbolism is prominent in the novel. White, yellow, blue, green, and even the color black affect the atmosphere of scenes through association with a specific mood, and also through the actions of the characters. The color white is associated with purity and innocence. Gatsby and Nick, the main male characters in the story, can be affiliated with this color, but it mostly symbolizes Daisy and Jordan, the main female characters in the story. The characters can be seen using â€Å"white† as a way to make themselves look better. The color is first correlated with Daisy and Jordan when Nick is on a tour of Tom’s house, who is Daisy’s husband, and he sees two women who are â€Å"both in white† (Fitzgerald 8). This is significant because this is the first time that Daisy and Jordan are mentioned, and it portrays them innocently. Another instance where the representation of Daisy and Jordan together is mentioned is when Nick decides to drive to East Egg, New York for lunch at Tom’s house. When he arrives at the house, they are â€Å"laying upon an enormous couch, like silver idols weighing down their own white dresses† (Fitzgerald 115). Even though at this point in the story, you can clearly see the corrupt lifestyles that Daisy and Jordan live, they are still trying to depict themselves righteously. When we start to examine Daisy closer, we realize that she is always connected to white. When Daisy and Gatsby are together, and Daisy decides to kiss Gatsby, it is described as â€Å"Daisy’s white face came up to his own† (Fitzgerald 118). When Daisy kisses Gatsby, it is pictured as being a pure act, but really, she has just cheated on Nick. Once again, this shows Daisy â€Å"hiding† behind white. When we look back to when Daisy was younger, we still see her linked together with the symbolism of white. The main idea of childhood represents innocence, and because the color white is associated with innocence, white is once again a representation of innocence. This makes it seem that Daisy was innocent when she was younger. An instance where this is shown is when Gatsby is describing to Nick the first time he met Daisy. Gatsby stated that â€Å"†¦She dressed in white, and had a little white roadster† (Fitzgerald 74). What Gatsby stated here was important. It made Daisy out to be this perfect girl with the perfect image. That is one of the reasons Gatsby tried so hard to get her back. Another time when Daisy’s â€Å"childhood† is stated, is when Jordan talks about Daisy and herself years before. She said â€Å"When I came opposite her house that morning, her white roadster was beside the curb† (Fitzgerald 74). The significance of this is once again it shows Daisy trying to put forward this image of â€Å"purity†. Like I said before, not only is Daisy related to white, but Jordan is too. The difference is that Jordan uses white more often to cover up her true self. It is explained that â€Å"Jordan’s fingers, powdered white over their tan† (Fitzgerald 121). Throughout the novel, Jordan is seen by many as a liar, and not trustworthy. When her fingers are powdered white, it is almost as if she is trying to cover up her true self, and pretend that she is pristine. This is also proved true when Daisy’s daughter says â€Å"Aunt Jordan’s got a white dress to† (Fitzgerald 117). This shows how Jordan wants to make herself look better in the eyes of others. Not only do the female characters represent white, but the two main male characters, Gatsby and Nick, are also compared to white. After five years, Gatsby finally gets to see his love Daisy again. When he meets her for the first time, he wore a white suit â€Å"†¦ and Gatsby, in a white flannel suit, and gold colored tie† (Fitzgerald 90-91). He wore this to show that he was good, pure, and honest in an attempt to appease Daisy. When Gatsby was stopped by the police for speeding, he got out of it by â€Å"taking a white card from his wallet, and waving it before the man’s eyes† (Fitzgerald 68). This here shows how innocent Gatsby can be, just by using something white. When we turn our focus to Nick, we see that he believes that he himself in the most honest person he knows, and how he is usually dressed in white to symbolize his innocence. An important event in the novel is when Nick goes to Gatsby’s party for the first time, â€Å"Dressed up in white flannels, I went over to his lawn a little after seven† (Fitzgerald 47). Nick dressing in white symbolizes how he is immaculate, unlike the others at the party who could be labeled as corrupt. â€Å"White traditionally symbolizes purity, and there is no doubt that Fitzgerald wants to underscore the ironic disparity between the purity of the characters, and their actual corruption† (Schneider 146). The color yellow can be connected with the symbolism of greed, desire for wealth, and â€Å"old money†. Corruption is also distinctly represented by yellow, but death is also a key to yellows dark symbolism. The color yellow can be seen around a tragic death. The first time this is seen is when Myrtle is killed. She is the mistress of Tom, and is also married to a man named George Wilson. Myrtle was killed by Gatsby’s yellow Rolls Royce, in front of her yellow brick house, and under the yellow spectacled eyes of Dr. T. J. Eckleburg. The â€Å"spectacles† are an advertisement on a billboard that oversee the valley of ashes (a poor part of town). These eyes see everything, and can be referred to as â€Å"god†. The yellow color of Gatsby’s car led to his death. If the color of his car was black like most of the other cars that time, then he wouldn’t have been killed. Gatsby is also seen walking through yellow trees just before he was murdered, â€Å"†¦ but he shook his head and in a moment disappeared among the yellow trees† (Fitzgerald 161). Daisy also can be related to yellow. Like her name suggests, Daisy is a flower with white pedals and a yellow center. It shows that Daisy is pure, like the pedals, but is rotten on the inside, like the yellow of the flower. This is proven true because she ends up being the one who killed Myrtle, even though she looks so innocent on the outside. Daisy is also referred to as the â€Å"golden girl† (gold can be associated with the color yellow), â€Å"high in a white palace, the kings daughter, the golden girl† (Fitzgerald 120). Gatsby realizes here, that her voice, her main feature, is â€Å"full of money. † Yellow is not just the color of money, but also of destruction. Of course since Daisy can be expressed by yellow, it’s not a surprise that Jordan can be too. You can see Jordan’s â€Å"yellow side† through her autumn leaf yellow hair. She can also be compared with the color gold, â€Å"With Jordan’s slender golden arm resting in mine† (Fitzgerald 49) and â€Å"I put my arm around Jordan’s golden shoulder† (Fitzgerald 86). This shows how Jordan is pretty much all golden, which can be related to corruption. She is a â€Å"Chronic liar who even cheated to win a golf tournament† (Bradstreet 2). Corruption is basically what Jordan stands for, considering all of the lying and cheating she constantly she does. Gatsby can also be symbolized by yellow because he is a character who desires wealth, and because he is also surrounded by corruption. The first time he meets Daisy after five years, he decides to wear a gold necktie, â€Å"†¦ and Gatsby, in a white flannel suit, and a gold colored tie†¦Ã¢â‚¬  (Fitzgerald 90-91). The gold tie symbolizes the corruption that Daisy and he stand for, and foreshadows further problems to come, such as when Daisy kills Myrtle. The color yellow also appears in Gatsby’s parties. It is presented to describe the wealth of the party. â€Å"†¦ Two girls in twin yellow dresses†¦Ã¢â‚¬  (Fitzgerald 48). This shows the inhabitants of West Egg and the wealth people who attend the parties. In the parties, it can be seen that people are showing their true side. Since yellow is the color of corruption, it can be related to George Wilson for what he did, and for what happens to him. To start off with, his house is made of yellow bricks. Actually, it’s the only place referred to as yellow. â€Å"The only building in sight was a small block of yellow brick† (Fitzgerald 30). The house contains Myrtle and George. Myrtle was killed outside her yellow house. George eventually decided to kill Gatsby based on the information given to him inside the house. This house is somewhat of a â€Å"corrupt† house. George shows his depravity when he tells his friend that god sees everything, relating to the eyes of Dr. T. J. Eckleburg. â€Å"God knows what you’ve been doing, everything you’ve been doing. You may fool me, but you can’t fool God! † (Fitzgerald 166). As stated before, George Wilson sees the billboard as some sort of â€Å"god†. Eckleburg is wearing yellow glasses, which represent the corruption of his godliness, and in turn, represents the corruption of everything he sees. The people who live in the yellow house are corrupted and immoral. The billboard can be related to Wilson’s home, as he views it as god. The color yellow does not only represent wealth, but more importantly, it also stands for corruption. The color blue personifies a false appearance, and it also represents and â€Å"dream† that can be connected to Gatsby. Blue is used when Gatsby’s gardens are described. This is where people can come and go to the parties as they please. His â€Å"blue† gardens are like a fantasy land. â€Å"In his blue gardens man and girls came and went like moths among the whisperings and the champagne and the stars† (Fitzgerald 45). Blue represents Gatsby’s dream, which he thinks is reality. â€Å"He had come a long way to this blue lawn and his dream must have seemed so close that he could hardly fail to grasp it† (Fitzgerald 188). Another representation of a dream in when Dan Cody, who use to be Gatsby’s best friend, buys Gatsby a blue coat. He begins to become more prosperous and wealthy. Maybe it was in his dream that his success was caused by that coat, but in reality it was just a coincidence. The color blue is also said to personify false appearances. This is true for George because he has blue eyes. This is significant because he believes that his wife is faithful, and doesn’t see through the falseness she puts out. The eyes of Eckleburg are also blue, which represent his false appearance as god. Blue is the color of being depressed, moody, or unhappy. It also represents Gatsby’s illusions, his deeply romantic dreams of unreality. The color green represents a new beginning for Gatsby. The green light at the end of Daisy’s dock is the representation of the American dream, the will to succeed in life. The green light also illustrates hope. Gatsby was trying to restore his old relationship with Daisy. He failed to realize it was impossible because he was â€Å"blinded† by the hope generated by the green light. â€Å"†¦ He stretched out his arms towards the dark water in a curious way, and, as far as I was from him, I could have sworn he was trembling involuntarily. I glanced seaward- and distinguishing nothing except a single green light, minute and far away, that might have been from the end of a dock†. (Fitzgerald 27-28). In reality, it seems like Gatsby is looking forward to getting â€Å"The green light at the end of Daisy’s dock- that symbol of the future† (Schneider 145). In a way, if Gatsby would obtain the light, then Daisy would be included in the process. The color gray is another was to show dullness or a loss of hope, lack of happiness, and even lack of life. Jordan can be represented here because of her gray eyes. â€Å"Her gray, sun strained eyes†¦Ã¢â‚¬  (Fitzgerald 65). They show lack of love and a general boredom in life because she is surrounded by everything she wants. She has no dreams or plans for the future. The color grey is also brought up the first time Gatsby and Nick meet, when they make a reference to the war. â€Å"We talked for a moment about some wet, grey little villages in France. † (Fitzgerald 53). The villages mentioned here are portrayed as sad due to the face they went through a war. The color of grey can also convey a lack of spirit. In the valley of ashes there are, â€Å"Grey cars, grey ashes, and the grey land. † (Fitzgerald 27). It is also stated that â€Å"the grey land and the spasms of bleak dust which drift endlessly over it. † (Schneider 145). This is the area where men worked tirelessly in the ashes. People saw this as dirty and low life. The color grey can really be related to the other colors mentioned. When looked at closely, all of the colors have a â€Å"dark† side to them. Color adds to the emotion of situations. As seen in the novel, color is a way to correlate events that have a common meaning. Even though color symbolism is not very noticeable, it can tell you a great deal about the story. The Great Gatsby contains three primary colors- white, yellow, and green. The colors are powerfully exercised to represent aspects of personality and life. Symbolized by white is the innocence of the characters, which mask their corruption. The corruption is illustrated by the color yellow. Yet, through all of the deception and madness, the color green still shines brightly. It is signifying hope in the harsh world of The Great Gatsby.