Of Mice and Men - George and Lennie Essay Example for Free

Of Mice and Men George and Lennie Essay How does Steinbeck present the characters of George and Lennie? During the Great Depression of the 1930s when America was plunged into financial crisis following the Wall Street Crash of October 1929, levels of unemployment and poverty were at an all time high. In this ear life was a struggle and the mentality of society became survival of the fittest, every man for himself. Migrant workers toured the country in search of labour to provide money for food typically sent to relatives living on the bread line elsewhere in America. These men lead lonely and emotionless lives, which are reflected through Steinbeck’s portrayal of his characters in his famous, yet bleak, 1930s novella ‘Of Mice and Men. ’ In the novel, George and Lennie’s relationship diversifies them from the other ranch workers for the reason that they rely on each other for support and companionship ‘I got you and you got me. ’ In particular, the dream they share of owning their own land, reflects the American Dream of being the ringleader of your own life with a level of self-sufficiency. Steinbeck first introduces the reader to George and Lennie at the beginning of the novel ‘a few miles south of Soledad’, in the evening of a hot day where rabbits sat ‘as quietly as little gray, sculptured stones. ’ Disrupting the tranquil atmosphere ‘two men emerged from the path’ as the place was newly ‘lifeless’ for a moment. At first, the author presents George and Lennie as typical migrant workers, both wearing ‘denim trousers and carrying ‘tight blanket rolls’ en route to their next ranch. After creating the impression that the pair are similar, Steinbeck reveals that actually this is not the case ‘behind him walked his opposite. ’ George inhabits a small body with ‘strong, sharp features’ whereas Lennie has a ‘shapeless’ face and a ‘huge’ body. Irrespective of their appearance, it is inferred that both George and Lennie are victims of society ‘restless eyes’ and ‘dragging his feet’ constantly on guard as well as fatigued from both work and travel. Further into the first chapter, we learn that George has a level of authority over Lennie and it could be suggested that he stands as a ‘father figure’ to him. As Lennie ‘snorts into the water’ George ‘sharply’ orders him not to drink so much and informs him to never ‘drink water when it ain’t running. ’ At this moment it becomes evident that Steinbeck intends to present George and Lennie as Master and pet; the only way Lennie can cope is to be like a tame dog, tethered always to his master George and never let out of his sight ‘God you’re a lot of trouble. As the pair settle for the night under the stars, Steinbeck uses Lennie’s character to portray that the pair desire simple possessions ‘I like ‘em with ketchup’ which they can only but dream of having ‘Well we ain’t got any. ’ In this scene Steinbeck intends to emphasise that George and Lennie are unfortunate and t he reader is able to sympathise with them because basic amenities are taken for granted in society today. The scene also exhibits the fact that although George and Lennie are migrant workers they do not fit the ‘typical’ profile, this being because during moments of violence George describes what life would be like if he did not have Lennie to take care of; if he was a lone traveller, a ‘typical’ migrant worker ‘I could stay in a Cat House all night or set in a pool room and play cards. ’ Although George sometimes sees Lennie as an inconvenience it is clear that Steinbeck wishes to present George a companion to Lennie ‘he looked ashamedly’ as well as loyal ‘I want you to stay with me, somebody’d shoot you for a coyote if you was by yourself. This is poignant because it demonstrates that although Lennie keeps George in ‘hot water’ all of the time, George continues to care for Lennie because he knows the consequences of Lennie travelling alone and perhaps is also frightened of being lonely himself ‘that ain ’t no good. ’ In the same chapter, Steinbeck first incorporates the 1930s American Dream ‘An live off the fatta the lan. ’ Lennie makes George tell the familiar story of the small farm he intends to buy, delighting in hearing that he has a future. Evidentially, George does not believe the dream will ever become reality as he rhythmically reels off the words to Lennie as a matter of habit rather than optimism. That said, it is clear that although George does not believe the dream will come true he is thankful to have Lennie by his side ‘somebody to talk to that gives a damn about us’ which perhaps implies that although Steinbeck presents the pair as victims, he also presents them as lucky in the fact that they have each other and care for each other enough to build a firm relationship. To Lennie the dream is all about the rabbits he intends to keep and pet, rather than an engine of hope which drives George to continue the struggle. Lennie excites in the idea that one day he will own a rabbit hutch ‘An’ have rabbits’ because he is unable to see further than his own desires, however George dreams of simplicities such as ‘how thick the cream is on the milk’ implying that all he would like is a stable home. Regardless of their differences in the importance of aspects ncluded in the dream, their dream bonds them together in a shared goal which is to get a ‘stake’ so they can buy ‘a little house and a couple of acres. ’ Many migrant workers shared in dreaming of a better future but had nobody to share it with as everyman was for himself, making George and Lennie’s relationship a rare occurrence. Towards the end of the first chapter, George tells Lennie that if he gets in trouble he should go and hide in the brush until George comes for him ‘I want you to come right here an’ hide in the brush. This is because George recognises the cyclic nature of Lennie’s behaviour and uses his clever nature to devise a plan, something which Lennie would never have thought of doing as he is unaware of his own strength therefore he needs George for survival in the same way a child needs their parents for protection from the outside world. When George and Lennie arrive at the ranch, George reminds Lennie that he is not to speak when they are interviewed by the boss because the boss will not allow Lennie to work on the ranch if he knows of Lennie’s mental instability. George excuses Lennie’s silence telling the boss ‘he got kicked in the head, just ain’t bright’ and assures the boss ‘He’s a God damn good skinner. ’ Here, Steinbeck presents George as the voice of the pair and Lennie as the labourer, it could possibly be inferred that Steinbeck intends to present them as a team rather than George’s one man band with Lennie walking behind because Lennie is strong and can work twice as fast as one man alone, boosting their reputation leading to more work and more pay to add to their savings for the farm. It is also noticeable that the boss has ‘never seen one guy take so much trouble for another guy’ which infers not only that the boss surprised by George and Lennie’s relationship but also that because society was hostile and selfish the boss assumed that George was ‘takin’ his pay away. ’ This further infers that relationships were far and few for migrant workers during this era and that Steinbeck intends to present George and Lennie in the way he does because many would overlook the idea of a level of humanity during the 1930s. George’s companionship with Lennie staves of loneliness, but it also gives him a role in life; he has a clear task, looking after Lennie. When George explains the situation to slim in the second and third chapter ‘we kinda look after each other’, Slim offers the suggestion that ‘ever’body in the whole damn world is scared of each other. ’ Here the author offers the theme of violence because many people had lost the trust of those around them and were prepared to use violence to protect themselves, their belongings and any pride they had. George is honest with Slim ‘Made me seem God damn smart alongside of him’ admitting that early on it made him feel superior and he forced Lennie to do stupid things for the fun of it. However as his sense of shame stopped him, George began to realise that he is dependent on Lennie as much as Lennie is dependent on him because who would fight George if they knew they would have to fight Lennie as well. There are positives of George having Lennie, they defy the ethos of everyman for himself and at this stage it appears this is a key asset in their work. In the middle of the novella, George and Lennie both believe, for a short period of time, that their dream will come true ‘This thing they had never really believed in was coming true’ due to Candy’s offer of money for a place on the farm. Steinbeck demonstrates that although both men know their position, they easily become wrapped up in a fairytale unable to predict their fate of ‘grief and pain, instead of promised joy. ’ A significant part of the novel showing the devotion of George and Lennie’s relationship comes when Curley, bringing with him the theme of violence, picks a fight with Lennie. Showing his sense of justice, George won’t let Lennie get hurt as he is innocent ‘Get ‘im Lennie’, whereas the other men are reluctant to take sides; thinking of their own safety first. Experience with Lennie allows George to recognise Lennie’s strength and to encourage or discourage the use of it when appropriate. As the novel passes the midpoint when George leaves Lennie at the ranch to go to the local brothel with the other ranch hands, Lennie sees the light in Crook’s room and curiosity leads him inside. Crooks is not used to visitors in his room because of his black skin colour which he is heavily discriminated because of by the other ranch hands. He faces segregation and nobody ever wants to talk to him, this is why his bunk is away from the others. Lennie, being unaware of the social hierarchy ‘I thought I could jus’ come in’ is confused as to why Crooks is not wanted and so perseveres in conversation with him. Obviously, had George been around to keep Lennie on his tether, the situation would have been avoided. Lennie tells Crooks ‘me an’ him goes ever’ place together’ through this it is apparent that Lennie is totally dependent on George which Crooks sees as an opportunity to frighten vulnerable Lennie ‘s’pose he gets killed or hurt. ’ It is at this point where Lennie shows his sense of protection for George ‘Who hurt George? ’ and he begins to lose control of his strength walking ‘dangerously’ towards Crooks. Clearly, Lennie believes he should defend George because he is a friend, the man who is going to help him get the rabbits to tend; even when George is not around Lennie is constantly thinking about him and his safety, just as George worries for Lennie’s safety. As the novel draws to the end, Lennie’s lack of control over his strength becomes paramount. Stroking Curley’s wife’s hair, the atmosphere is relaxed and slightly playful as she prompts him to ‘feel how silky it is. When Lennie does not let go and Curley’s wife began to panic ‘struggled violently’ so does Lennie and he ‘began to cry with fright’ before he broke her neck and she ‘flopped like a fish. ’ Recognising that he has done a ‘bad thing’, Lennie acknowledges that he ‘shouldn’t have did that. George ‘ll be mad. ’ Significantly, Lennie has no moral judgement and things are ‘good’ or ‘bad ’ to him depending on what George would think of them; George could be perceived as the voice of Lennie’s conscience. Without George to guide him Lennie is lost, the pair are essential for Lennie’s survival. At the end of the novel, George becomes aware of the fact that Lennie has become a wild dog, needing to be ‘put down’ by his owner ‘I know, I know’ for the best intentions of both men. Features brought to George by his responsibility for Lennie, including his sense of shame and level of compassion and justice, all combine to force him to shoot Lennie and as Slim confirms, he ‘hadda. ’ Just before George releases the bullet, he encourages Lennie to think about the dream in order to ensure he dies in peace and happiness. This is significant in the relationship between George and Lennie as the other men from the ranch have no mercy for the ‘poor bastard’ it is only George who believes although Lennie should die, he should die a painless death. Overall, it is clear that Steinbeck presents George and Lennie as accepting victims of the economic crisis of 1930s America. He gives them a dream which should be realistic but is unfortunately out of touch and offers nothing but a chance of hope for better things to come, a reason to keep going. Ultimately, Steinbeck presents the pair as dependent on each other for their own needs. The reasoning behind Steinbeck’s use of George and Lennie comes from his intention to provide a novel that demonstrates that in the end fate is ways the winner no matter how you plan to avoid it. In this fiction, Lennie was like the mouse in the title; destined to die from the start as he is not fit for society and unfortunately George has to go on alone for himself because he recognises that with Lennie his too is closer to the hands of fate.

International law Essay Example for Free

International law Essay International law can be divided into two main branches; public international law and private international law. According to Corel University Law School, Legal Information Institute; public international law, oversees matters of rights between nations and citizens or subjects of other nations whereas, the latter deals with conflicts between private individuals arising out of circumstances of key importance to more than one nation. Over time the line between private and public international laws has been growing thinner with issues of private international law now linking with those of public international law. This is because the international community finds many matters of private international law of significance to them. In a nutshell, international law governs human actions and interactions at the global heights. For a long time since its inception in the 16th Century, international law consisted of policies and regulations governing interactions between nations until recently when the law was redefined to incorporate relations between states and individuals as well as relation between international institutions. International law has received its share of criticism with the emergence of a school of thought holding that it was mechanism designed by developed countries purposefully for colonization in the modern world. In his book; Imperialism, Sovereignty and the making of International Law Anghie argues that â€Å"the colonial confrontation was central to the formation of international law and, in particular, it’s founding concept, sovereignty. He goes ahead to argue that international law is a modern way of governing non-European people, that economic exploitations and cultural erosion that resulted from the same were strategically important for the discipline. Contrary to Anghie’s thinking, international law would otherwise be a benevolent undertaking had it not been demonized by powerful states to achieve 21st century colonialism. The concept of international law obviously conflicts with the fundamentals of sovereignty which also means independence. This is to say that a sovereign state should be free to run its domestic affairs free from hindrances by outside authority. The proponents of international law may have worked on the assumptions that the sovereignty of a state is not only founded on the self-governing will of its sovereign, but also on its position in relationship to several other states. This implies that if a certain country comes up with policies which are likely to affect its neighbors or other countries then its sovereignty can be subject to violation when international law intervenes. Nonetheless, the general belief is that a state should be able to do whatever it pleases within its territories. It is important to mention that sovereignty of a state means it is free to use its resources for its own prosperity without interference from outside powers. However, developed states have in many occasions meddled in the economic affairs of third world states. It is by right that a third world states control all that is within their territories without interference from developed countries. International law, through international business law paves way for exploitation of third world countries by their developed counterparts. Interdependence is a word strategically coined by developed states to cover up for their deeply buried conspiracy aimed at reaping resources from developed countries under the cover of globalisation. Hopefully, out of their own efforts, third world states may eventually grow to the level of being powerful. In the contrary, world super powers are not stupid to let third world countries grow to be as powerful as them. Because of this insecurity, they invent laws and lie to third world states that it is for the good of the world when the underpinning motive is to increase dependence by developing countries on the world powers. Even if these countries develop, they will be under control of developed states. A good example is the claim by developed countries in favor of their investors on foreign territories. The claim by capital-exporting countries is intended to limit a country’s sovereignty to impose limitations on foreign investors (Sornarajah 136). This may sound as a generous thought to open up equal playing grounds for signatories of international law. However, consider the fact that capital-exporting countries are the world superpowers hosting numerous billionaire investors just looking for places to multiply their billions. Some of these multibillion businesses are state owned corporations. With this kind of law, the world powers will establish multibillion corporations in third world territories in the pretext of privately owned investments. They will offer employment opportunities, good health facilities, education, housing, infrastructure to millions of natives of third world states. Because most third world governments are unable to offer basic needs for their populace, these international corporations will win the hearts of many in third world states. Although political rule will be retained by the hosting governments, such multibillion corporations will have unprecedented control not only over citizens whom they will have won their trust, but also over government policy decisions. By that time, third world states will be literally foreign territories of developed states. Of course a few rich individuals from developing countries will have benefited from this law and established businesses in developed countries. However, because their native governments will be lacking both economic and political powers, their activities will be highly controlled by the host governments keeping them from making any breakthroughs. This treaty might also limit a state’s ability to use domestic legal facilities on foreign investors who break the law since they will be under protection of international law. This is based on the belief that any grievance against an investor operating under international law is an injury to his native country. International law therefore was only formed with the excuse of interdependence between signatory states with the hidden purpose to reintroduce a modern style of Colonialism being witnessed today. In the modern world, economic sovereignty is paramount to any form of sovereignty. Political sovereignty in the 21st century is worthless without economic independence. It is because of this that developed countries continue to come up with selfish policies with the excuse of interdependence. For this reason most third world countries brag of political independence but when they cannot provide for their citizens, they seek shelter from the economic giants who do not offer anything without conditions. Developed countries will always do this through economic sanctions such as freezing donor aid which when implemented cripples the operations of third world states. Nye states that although the potential for benefits in interdependence exist, the potential for tragedy exists as well (179). Nye goes to the extreme to refer to the negative results of interdependence not merely as losses, which would be the opposite of benefits, but tragedy. Tragedy can also be a disaster, catastrophe or misfortune. The after effects of a disaster are usually devastating and repairing the mess requires extraordinary measures usually taking a longer period of time. The shocking thing is that whereas developing countries are obeying international law, developed countries can violate it and get away with it. Israel has been in the headlines for many years over Gaza strip conflict with Palestine’s. The attacks have led to serious violation of human rights and international law. Atrocities committed along Gaza Strip are worrying and one would wonder why Israel is being excused from war crimes trials. Up to date, the international judges still seem to be wondering if Israel has committed enough crimes to be subjected to trials. On the other hand, the United States of America reciprocated against Afghanistan after the September 11th attacks on America’s soil and many innocent lives were lost. Most worrying is human rights violations by US soldiers against war prisoners and terrorist suspects at the Guantanamo Bay detention camp. In 2001, hundreds of Taliban prisoners of war were suffocated to death after they were imprisoned inside metal containers by US military in the Afghan town of Kunduz. Instead of being charged with human rights violations, the world superpower arrested Saddam Hussein and had him hanged to death for war crime charges during his regime. Meanwhile the international law is in full force in developing countries. International Criminal Court (ICC) has issued a warrant of arrest against Sudan’s re-elected leader Omar alBshir over war crime related charges. Currently, the ICC is also investigating human rights violations during the 2007 post election chaos in Kenya and is expected to take in suspects by September 2010. Efforts by the ICC to arrest perpetrators of violence are all in good faith, but how about the rich countries which commit the same crimes? Whereas it will be extremely difficult for a country which has cut off itself from the rest of the world, international law deprives nations from exercising their sovereignty within their territories with respect to the locally prevailing circumstances. The international law in large part works in favor of the developed countries and does not result in the desired interdependence which will empower weak nations. Nations should be empowered to be able to independently and decisively handle their economic, political and legal activities without interference from outside forces which may not understand the prevailing circumstances. It is only when they are empowered that they will be able to have the bargaining power which is critical for interdependence at the international level.

Amore Pacific International Business Strategy Marketing Essay

Amore Pacific International Business Strategy Marketing Essay With low-barriers to entry, the competitive business environment of the cosmetics industry requires companies to secure stable sales channels, and make great marketing efforts to differentiate its products. However, the cosmetics industry is closely related to the fashion industry which is constantly changing and offer potential growth opportunities. Consequently, cosmetic products typically have short product life-cycles because which require mass-customization capabilities and production agility. Personal Care On the other hand, personal care products business is a relatively a mature industry. Also with a low-barrier to entry, the domestic market is currently saturated with competition. In addition, the emergence of large-scale discount stores and new sales networks has called for rapidly changing marketing and distribution channels. Consequently, the domestic personal care products industry is focusing on developing niche markets by differentiating its product as offering higher quality and value. 1.2. Overview of AMOREPACIFIC AMOREPACIFIC Corporation (AMOREPACIFIC or the Company) aims to become a global beauty company with its core businesses in cosmetics and personal care and health products. Founded in 1945 as a Pacific Chemical Company, AMOREPACIFIC Corporation has been involved in beauty products. With the corporate vision of The World will know us as the Asian Beauty Creator, AMOREPACIFIC seeks to push the boundaries of traditional beauty with innovative solutions drawn from its rich Asian heritage.  [1]  The Company also stresses the five values: Openness, Innovation, Proximity, Sincerity, and Challenge to openly communicate with its customers and employees, pursue innovative ideas and new concepts, maintain physically and psychologically close to customers, fulfill obligations to society, and be passionate about overcoming challenges.  [2]   The Company first began its export sales via OEM and also began to sell cosmetics products under its own brand AMORE in 1964. In 1990, the Company turned to international markets by establishing its first overseas subsidiary in France, followed by establishing its Shanghai and Chartres plants in 2002 and 2004, respectively. In 2010, AMOREPACIFICs sales reached KRW 2 trillion, with operating profit of KRW 340 billion and net earnings of KRW 285 billion. The Company maintains its number one player in the domestic market with a 34.9% cosmetics market share in 2010. In terms of its overseas operations, the Company has enhanced its sales in 2010 by approximately 11% to KRW 335.8 billion.  [3]   With its strong domestic position, the Company is targeting sales and operating profit growth of 10% in 2011 by creation of growth markets. For each business segment, the Companys Cosmetics Division is focusing on securing competitiveness in the Asian markets through reinforcement of RD activities to provide differentiated products and services. For the personal care products business or Mass Cosmetics Sulloc Division, the Company is intent on strengthening domestic market competency by expansion into high-functional products in major personal care categories. 2. International Business Strategy of AMOREPACIFICs Cosmetic Products AMOREPACIFIC aims to be a Global Top 10 cosmetics company.  [4]  While tapping on matured and developed markets such as North America and Western Europe, AMOREPACIFIC is more focusing on developing countries such as China and other Southeast Asian countries. To overcome the limitations of the market size and increasing level of competition in the domestic market and accomplish economies of scale through market expansion with its own line of competitive products, AMOREPACIFIC, utilizing its number one position in the domestic market, has been looking to develop overseas market with in its efforts to gain presence and become a successful international player in a very competitive global cosmetics industry environment. While the domestic market has been steadily growing due to an increase in the number of professional business women who have brought about buying power of female customers, developing market conditions for high-function cosmetic products from the middle-class aging population, as well as an increasing demand from men for cosmetics products, AMOREPACIFIC has been facing increasing competition from the domestic competitors and market penetration from global cosmetics companies. Nevertheless, AMOREPACIFIC has potential to be successful in overseas market taking into account following advantageous factors: The quality and diversity of products of AMOREPACIFIC has reached the level to be competitive against global brands in most product lines. Experiences of highly competitive market in Korea enriched the Company with various competitive marketing strategies. Koreas cultural wave has created friendly demands of Korean beauty products among customers, especially in Asian market. Globalization strategy of AMOREPACIFIC is primarily based on a multi-domestic approach where international strategies take on differentiated approaches for each regional market as divergent demands for cosmetics products exist due to different levels of industrial and economic development for each country/region. In addition, benefits from standardization are less significant due to segmented nature of cosmetics market even within the country/region and price functions differently for each customer segment and it is not usually the major factor for determining purchase. Finally, since demand in overseas market for cosmetics are highly divergent and the Company possesses the capability and resources to leverage with to meet those divergent demand, multi domestic strategy would be suitable for AMOREPACIFIC. Based on such multi-domestic strategy, AMOREPACIFICs globalization strategy takes on differentiated approaches for developed and developing countries. For emerging countries, AMOREPACIFIC aims for an early market penetration, while, raising image by focusing on the prestige brand lines in developed markets. Two representative countries of AMOREPACIFIC (France and China) have been analyzed below to evaluate its international strategy in each country contrasting AMOREPACIFICs strategies in each respective country. 2.1. Expansion into the France Market 2.1.1. Market Penetration with Lolita Lempicka France has long been renowned as the capital of cosmetic industry and fashion. AMOREPACIFIC began to penetrate the France Market with the Lolita Lempicka Perfume from 1997. In 1997, the Lolita Lempicka Perfume won all the top awards at the French FIFI Award for best womens fragrance, best mens fragrance, and perfume design. AMOREPACIFIC released Lolita Lempicka L in 2006 and released Si Lolita Lempicka in 2009. With the success in France, Lolita Lempicka products are now available for sale in over 100 countries worldwide.  [5]   2.1.2. Rationale France is considered one of the biggest markets of cosmetics products and trend leader of fashion and beauty goods and the arena of competition for global cosmetics manufacturing companies. Experiences and reputation in France market can lead to an expansion in developed markets including the U.S. where the AMOREPACIFIC would consider as major market for growth. 2.1.3. Entry Mode Selection Notwithstanding the high risk of failure, AMOREPACIFIC decided to penetrate the France market via direct ownership to establish strategic position as a flagship business in the developed market. With such high level of commitment and resourcing from the headquarters, the Company hired local management with entrepreneurial spirits to experiment with new brand and new strategy. AMOREPACIFIC perceived that its entry mode into the France Market was necessary in order to deploy local talents which would enable expansion into adjacent high-end European markets once strategic position is established. 2.1.4. Marketing and HR Strategy in France Abandoning nationality and company title to overcome the stereotype against Asian cosmetic brands, AMOREPACIFIC teamed up with local marketing agents, manufacturers and vendors. As a newcomer to the market, AMOREPACIFIC differentiated its approach by naming its brand after young local designer to target customers following up-to-date trends of unisex mode and strong fragrance. Also limited direct distribution channels have been utilized for distribution and advertisement is delivered through only high-end fashion magazines targeting customers in their twenties and thirties as well as models and designers. As is important to the cosmetics products to be recognized by word-of-mouth, promotion activities are focused in providing samples to celebrities and influential group of people. Through hiring entrepreneurial local experts in marketing of cosmetics, AMOREPACIFIC could upgrade its marketing expertise in luxury/premium market one notch above. 2.1.5. Evaluation of the International Strategy in France Global Configuration The Companys entrance to the France Market was not driven by cost differences or economies of scale, but it rather served the purpose to make a case for experiments in the leading market. With the successful launch of the Lolita Lempicka brand in France by leveraging the local talent and blinding nationality and company name, other high-end brand can be entered into the market utilizing the distribution channels secured through perfume business. In addition, AMOREPACIFIC may consider introducing other more competitive premium brands in the market through large scale international cosmetics franchise stores such as Sephora. Global Coordination Learning the effects from highly autonomous management of local subsidiaries and transfer of such knowledge to other developed market strategy (e.g., U.S.) is expected to benefit the company through global networking. Although it is inevitable to tap on developed market to notch up brand recognition level, considering the Companys ultimate goal of globalization to expand its market, targeting developed countries would result in limited volume growth at least in the mid-term as we could see from the financial results of France market which was out of red first time in 2010 since its launch in 1997. 2.2. China Market Expansion 2.2.1. China Market Analysis The volume of cosmetics sales in China is still explosive and has high potential to growth (Yearly cosmetics consumption of $13 per person compared to $50 in global average)  [6]  . China Market is well stratified according to product lines which are in line with development stages of different areas (eastern seaside and western inland). They comprise of all four major segmentation including top luxury market, premium market, middle market and mass market. In China, the cosmetics market is not dominated by single or a few major manufacturers yet and accordingly, market penetration is relatively easy. Compared to use of make-up products, the skin care products are dominant in market, and as Koreans have similar skin type as Chinese customers, the Company can hold strong competitive position against the multinational competitors. With increased level of earnings, demand for premium brands is also expected to grow significantly. 2.2.2. Rationale With Korean market being saturated, the high growth potential China market appears to be the next logical choice for AMOREPACIFIC. The Company is able to fully leverage the beneficial impact of Korean cultural wave in China. Although the Company has entered other Asian countries in tandem with China market, the growth and experiences in China market can provide the Company with boosting power to expand further into other Asian countries. Also, the proximity to Korean market and similar cultural background can give the Company competitive edge against other multinational manufacturers. 2.2.3. Entry mode selection The Company entered into China market through direct investment since 2002. The decision to enter into China in a form of direct investment was primarily due to the potential threats other global and local companies possibly gaining foothold in China. The Company needed to stay in competitive position by internalizing technical advantage and products quality while local brands are growing in fast pace. As competition is already intensified in China market, high level of commitment of resources from head office is necessary for sustainable growth in China market. 2.2.4. Marketing and HR strategy in China As the Company owns line-ups of products for all segmented markets, success in one market segmentation can lead to relatively easier launching of other product lines under more competitive conditions. The major product line marketed in China is the Laneige Brand, which is premium brand of AMOREPACIFIC which targets the middle-class. As brand recognition is gained from Laneige through skin-care products, it is considered a good strategic move for AMOREPACIFIC to promote other lines of products under same brand including make-up and products with specific functions including anti-aging and whitening. As Korean wave is huge in China market, AMOREPACIFIC leverages the benefit to its maximum by using famous Korean celebrities as models for its flagship brand (Laneige) and sponsoring Korean television dramas aired in China and concert events. However, As Chinese people are known to be not reliant on advertisement on media and cosmetics products are characterized that information on the products tends to be delivered by word-of-mouth through experiences of family or friends, AMOREPACIFIC set up free booths that provide make-up service, free tutorials and samples. 2.2.5. Evaluation of the International Strategy in China Global Configuration The main drive for entrance into China market is the market expansion. As China market will surely bring larger volume to accomplish economy of scale and its spillover effect to other territories in Asia region will give further boost to AMOREPACIFICs effort in those countries. Although AMOREPACIFIC started with premium brand to make a case in China market, the biggest portion of the market segment is the mass market with vast demands for lower end products. As AMOREPACIFIC has a line-up of products to cope with all those demands, with success from premium brand, it can expand its efforts to market expansion into more casual younger-customer targeted brands. However, in the course of bringing products in other segment, AMOREPACIFIC carefully needs to consider the possibility of casual brands adversely affecting the premium brand image to the customers. In this regard, AMOREPACIFIC may need to deploy differentiated marketing approach, such as blinding the company name not to be recognized as same companys brand and targeted promotion to specific group of customers (younger generation or lower income customers). Also, distribution channels other than department stores should be sought for differentiation. The brand shops that offer variety of brands of cosmetics can be fully utilized. Global Coordination Proximity to Korea can serve as an advantage for effective and efficient coordination with local operation. However, major cities located all over the vast land will bring about new challenges to AMOREPACIFIC which have focused on markets in smaller in size. For this instance, AMOREPACIFIC needs to bring in local expertise in logistics and tries to establish firm distribution channels. During the launches of its first premium brand, the close monitoring and control by head office and local subsidiaries must have been inevitable. However, to expand into other segment (mass market and luxury market), it is necessary, to fine tune its strategy, to leverage the experienced local management by delegating more power for more autonomous operation. 3. Recommendation for New Potential Market Strategy: India Based on the analyses and evaluations of AMOREPACIFCs international business strategy, India may be considered as the next potential target market for its international reach. The recommendations for entry mode and marketing strategies for AMOREPACIFICs entry into India are based on key success factors derived from the following market assessment and SWOT analysis. 3.1. Market Assessment The Indian cosmetics market grew by 9.5% in 2009 to reach a value of $141.6 million. In 2014, the Indian cosmetics market is expected to grow to $198.7 million, which is a 40.3% increase from 2009.  [7]   Indias Cosmetics market volume: million units, 2005-09(e) (Source: Make-Up Industry Profile: India, DataMonitor, May 2010) Despite the growth of the Indian cosmetics market, the extent of poverty in the country implies that sales would come from only a small consumer base. In this regard, the target market may need to focus on female professionals living in urban areas who are brand-conscious. As seen in the graph below, the cosmetics market in India is already dominated by the top 3 global brands which account for 68% of the total market share.  [8]   Indias Cosmetics Market Share: % Share by Value, 2009(e) (Source: Make-Up Industry Profile: India, DataMonitor, May 2010) Another interesting observation is the market segmentation of the cosmetics type. As seen in the below chart, lip make-up is the largest segment of the cosmetics market in India, accounting for 51.2% of the total market value.  [9]   Indias Cosmetics Market Segmentation: % share, by value, 2009(e) Also, Indian market has shown significant growth in the whitening products of 20% every year, making up 55% of total cream products.  [10]   3.2. SWOT Analysis Based on the above market assessment of India, AMOREPACIFICs SWOT analysis can be performed as follows: Strength AMOREPACIFICs strong management initiatives for globalization would offer a sound strategic decision process. As already proven in earlier efforts for globalization, the Company retains competitiveness of its line of products. In addition, the lack of infrastructure of the India in terms of distribution and sales channels would prove to be favorable for AMOREPACIFIC, since the Company retains a unique sales distribution of direct-sales approach, where salespersons personally visit door-to-door for marketing and sales. Weakness AMOREPACIFICs relatively small presence in a limited number of countries, as well as its weak brand image compared to global players would create challenge for the Company in terms of building its brand. Also, the lack of expertise in cosmetic products for dark complexions could be considered a weakness, considering the Indian population. Opportunities Considering that the cosmetics industry typically has low-barriers to entry, AMOREPACIFIC has opportunities to readily enter into the Indian market. In addition, the market growth potential of India considering its population size and economic growth would offer AMOREPACIFC to enhance its presence in the global market. Threats Considering the different culture and religious background of Indian people, the need for decentralized management could warrant potential management issues with the Headquarters in Korea for potential misalignment in AMOREPACIFICs globalization strategy. 3.3. Entry Mode Recommendation: High Local Responsiveness Approach In case of AMOREPACIFIC, its entry mode to the Indian market should consider the uniqueness of the culture. India has a unique religion and also has a strong history in their stratification system named Indian Cast system. In order to cope with such unique culture and history, AMOREPACIFIC would need to be highly responsive on the local culture. Observations could be made for other instances where attempts to penetrate into India cosmetics market with high degree of localization had been better off succeeding in the India market. Hyundai Motors and LG Electronics are some of examples that were successful cases where localization had been a key success factor in entering the market. On the contrary, Samsung Electronics strategy to seek global efficiency has been enjoying relatively smaller success in India. Considering that AMOREPACIFIC had no prior experience in India, the Company should set up their entry mode as be highly responsive on the local needs. Hiring local managers and staffs who understand the Indian culture would also be very important for the operation of AMOREPACIFIC in India. Joint-venture strategy may also prove to be a viable alternative for AMOREPACIFIC considering its less expertise for customers with darker skin tones. In addition, AMOREPACIFIC may utilize the friendly impression that Hyundai Motors and LG Electronics are making on the minds of Indian people. 3.4. Marketing Strategy Recommendation: Positioning, Distribution Channel Brand positioning and distribution channel would be a very important decision point for entering a market. To be successfully positioned in the India market, AMOREPACIFIC should consider two factors. First, AMOREPACIFIC should position its products to compete with other globally renowned brands to cope with the increasing brand-conscious consumers in India. Second, the Company may need to consider tighter margins to maintain cost competitiveness and capture market share against already established brands. Consequently, AMOREPACIFIC should use a high-end luxury brand strategy distributed in department stores and duty free shops. This would enable AMOREPACIFIC build up a brand image of high-end quality cosmetics. And at the same time, the Company could utilize secondary affordable mass-market brands to meet the average income consumers in India. An interesting distribution channel that AMOREPACIFIC could additionally set up in India is where they had been successful in Korea, which is direct, face-to-face-sales approach. As the transportation in India is underdeveloped, being able to visit consumers directly and provide quality services should be a great opportunity in entering the market. 3.5. Conclusion Since its foundation in 1945, AMOREPACIFIC has been one of the dominant players in the domestic cosmetics industry, with quality product lines ranging from anti-aging solutions and make-up products to personal care products such as shampoos, body cleansers, and toothpastes. With increasingly competitive domestic environment, AMOREPACIFIC has turned its eyes to the global arena. With its vision that The World will know us as the Asian Beauty Creator, AMOREPACIFIC has successfully proven its potential in France with its line of perfume products. Furthermore, AMOREPACIFIC took favorable opportunity of the Korean Wave to sell its products in China considering its cultural similarities and has established a strong brand name. As AMOREPACIFIC has ambitiously declared its goal to become a Global Top 10 cosmetics company, it needs to continuously seek opportunities abroad where it could utilize its core competencies to establish and strengthen its brand image while maintaining a clear focus on the target market and customers.

Military Commissions Act of 2006. How Should Detainees Be Treated? Ess

Guantanamo Bay in Cuba houses some of the most dangerous people captured during the Iraq and Afghanistan wars. The people being held have been accused of committing a range of crimes. One of the most poignant and well-known features of Guantanamo Bay is the long time period a detainee spends there without going to trial. Being in the prison for an extensive period of time, a detainee is bound to be disciplined for not following orders from the guards. There are often a variety of different methods that the guards use to discipline to the detainees. Some who follow Guantanamo Bay as an institution often criticize the measures taken. What makes Guantanamo Bay an ironic place to start this journey is that it is at the center of attention of a very important and controversial law passed by Congress in 2006. The law was called the Military Commissions Act of 2006. The purpose of this law was to define the powers of the executive branch in determining how detainees in Guantanamo Bay and o ther prisons held on terrorism charges against the United States should be treated as well as define the parameters of what is a fair trail. â€Å"No president should ever be given the power to call someone an enemy, wave his hand, and lock them away indefinitely† (Military Commissions). Instead, the way detainees are to be treated is up to the country in control of the prison, not just one person. When President Bush ran and succeeded getting a second term beginning in 2005, he had more policy initiatives he wanted to put in place. One of his initiatives was centered on the idea of counterterrorism (Head). After the September 11th attacks and the creation of the Department of Homeland Security President Bush felt there should be more tools to help crea... ...eb. 08 Dec. 2011. . Kryanek, Michael. "Capital Punishment." Debates, Differences, and Divisions: The 25 Issues That Shape American Politics. Boston: Longman, 2011. 180-88. Print. "Military Commissions Act of 2006." American Civil Liberties Union. 13 Mar. 2007. Web. 08 Dec. 2011. . Roskin, Michael G., Robert L. Cord, James A. Medeiros, and Walter S. Jones. Political Science: An Introduction. Twelfth Edition. Boston, CO: Longman, 2012. Print. "USA: Military Commissions Act of 2006- Turning Bad Policy Into Bad Law." Amnesty International. 29 Sept. 2006. Web. 8 Dec. 2011. 8743-d305bea2b2c7/amr511542006en.html>.

The Rule of Evocation :: Language Papers

The Rule of Evocation It is the goal of this essay to challenge the belief that one never transcends language — that all one knows, indeed all one can meaningfully experience, is defined within language. My challenge lies not in words, but in the use of words to evoke what is beyond language and to invite a lived experience of it. If one accepts this use of language as not only possible, but primary, we ultimately see meaning not within language, but through it. Under the 'rule of evocation' language need not in any way within itself express, reproduce, re-present, or capture what it evokes. It need simply evoke it, and such an evocation is not a re-presentation in language of what is evoked. It is a presentation of the thing itself. It is the goal of this essay to challenge the belief that one never transcends language — that all one knows, indeed all one can meaningfully experience, is defined within language. My challenge lies not in words, but in the use of words to evoke what is beyond language and to invite a lived experience of it. It is rooted in the belief that this use of language is not only possible, but primary. My challenge must reside in this use of language rather than in language itself because language itself can be viewed as a closed system. One can look at language totally in isolation from its use to evoke what is beyond language. From this viewpoint nothing is seen but a series of internally related and defined signs. If one also accepts the idea that all uses of language are defined by the internal rules of language, it then seems quite natural to also believe there is nothing, or nothing one can use language to point to, beyond language. I am not the only person to challenge the language-trapped position. Erazim Kohak eloquently points to what I mean by the evocative use of language in The Embers and the Stars: A Philosophical Inquiry into the Moral Sense of Nature when he says that: In the communication between two humans who share the fundamental experience of being moral subjects, the intentional thrust of the act of communication is the evocation of understanding and the basic technique one of evoking an analogous experience. The hearer can be said to have understood when he can, albeit vicariously, "relive" the experience.

Stereotypes and Stereotyping - Stereotypical Female in Im Your Horse i

A Stereotypical Female in I'm Your Horse in the Night  Ã‚  Ã‚  Ã‚   Luisa Valenzuela's short story titled "I'm Your Horse in the Night" is a thought provoking piece of literature. The story is written in such a way that the reader must interpret what is meant by what is being said. Although it is easy to go into depth when describing the elements of this piece, the storyline is rather simple. The story contains an assortment of characters; with those characters being Chiquita, Beto, Andres, and several policemen. The time and location are unknown. The telephone tells us that the time period is of somewhat modern times, and the Spanish ethnicity would most likely relate to the setting being that of a Spanish colonization. The narration of the story is first person persona told by Chiquita throughout. Aside from the geographic location of the setting, it is the home of a woman who lives on her own. She is in love with a man who she calls Beto. The woman hasn't heard from Beto in months, but she practically fantasizes about him every night. One morning she is awaken by   a mysterious phone call. She thought it was a man she calls Andres, but then the man hangs up and she is left hearing that Beto is dead. Chiquita called the police. They showed up only to harass her and tear apart her house, asking questions about Beto, which Chiquita was unable to answer. The police conclude their search by taking Chiquita to jail. She is left to ponder what is going on with Beto, the man she loved. The short story summarized above illustrates the common stereotypical theme of a female wanting to be loved by a man who in turn only wants the woman for her sex. The characters in this short story would have to be... ...ng and complexities, making it into a complete literary piece. Certain areas of the story were open for interpretation, giving the story line more than one path to go by, making it an ambiguity within itself. Every sentence adds to what the reader is able to see and comprehend as far as this particular story goes. Overall the theme is clearly that of a female simply wanting to be loved, and a male wanting sexual pleasure. This piece just glorifies the common occurrence with the verisimilitude of the main characters making the story come to life for the reader. The main characters within the story are a good example of reality when it comes to seeing the differences between males and females during an event such as this. Valenzuela's story does a good job of taking a common theme, and turning it into an exciting, thought provoking piece to read. Stereotypes and Stereotyping - Stereotypical Female in I'm Your Horse i A Stereotypical Female in I'm Your Horse in the Night  Ã‚  Ã‚  Ã‚   Luisa Valenzuela's short story titled "I'm Your Horse in the Night" is a thought provoking piece of literature. The story is written in such a way that the reader must interpret what is meant by what is being said. Although it is easy to go into depth when describing the elements of this piece, the storyline is rather simple. The story contains an assortment of characters; with those characters being Chiquita, Beto, Andres, and several policemen. The time and location are unknown. The telephone tells us that the time period is of somewhat modern times, and the Spanish ethnicity would most likely relate to the setting being that of a Spanish colonization. The narration of the story is first person persona told by Chiquita throughout. Aside from the geographic location of the setting, it is the home of a woman who lives on her own. She is in love with a man who she calls Beto. The woman hasn't heard from Beto in months, but she practically fantasizes about him every night. One morning she is awaken by   a mysterious phone call. She thought it was a man she calls Andres, but then the man hangs up and she is left hearing that Beto is dead. Chiquita called the police. They showed up only to harass her and tear apart her house, asking questions about Beto, which Chiquita was unable to answer. The police conclude their search by taking Chiquita to jail. She is left to ponder what is going on with Beto, the man she loved. The short story summarized above illustrates the common stereotypical theme of a female wanting to be loved by a man who in turn only wants the woman for her sex. The characters in this short story would have to be... ...ng and complexities, making it into a complete literary piece. Certain areas of the story were open for interpretation, giving the story line more than one path to go by, making it an ambiguity within itself. Every sentence adds to what the reader is able to see and comprehend as far as this particular story goes. Overall the theme is clearly that of a female simply wanting to be loved, and a male wanting sexual pleasure. This piece just glorifies the common occurrence with the verisimilitude of the main characters making the story come to life for the reader. The main characters within the story are a good example of reality when it comes to seeing the differences between males and females during an event such as this. Valenzuela's story does a good job of taking a common theme, and turning it into an exciting, thought provoking piece to read.

Apush Notes

1. The Shaping of North America 1. Recorded history began 6,000 years ago. It was 500 years ago that Europeans set foot on the Americas to begin the era of accurately recorded history on the continent. 2. The theory of â€Å"Pangaea† exists suggesting that the continents were once nestled together into one mega-continent. The continents then spread out as drifting islands. 3. Geologic forces of continental plates created the Appalachian and Rocky Mountains. 4. The Great Ice Age thrust down over North America and scoured the present day American Midwest. 2. Peopling the Americas 1.The â€Å"Land Bridge† theory†¦ 1. As the Great Ice Age diminished, so did the glaciers over North America. 2. The theory holds that a â€Å"Land Bridge† emerged linking Asia & North America across what’s today the Bering Sea. People were said to have walked across the â€Å"bridge† before the sea level rose and sealed it off and thus populated the Americas. 2. The Lan d Bridge is suggested as occurring an estimated 35,000 years ago. 3. Many peoples emerged†¦ 1. Those groups that traversed the land bridge spread across North, Central, and South America. 2. Countless tribes emerged with an estimated 2,000 languages.Notably†¦ 1. Incas – Peru, with elaborate network of roads and bridges linking their empire. 2. Mayas – Yucatan Peninsula, with their step pyramids. 3. Aztecs – Mexico, with step pyramids and huge sacrifices of conquered peoples. 3. The Earliest Americans 1. Development of corn or â€Å"maize† around 5,000 B. C. in Mexico was revolutionary in that†¦ 1. Then, people didn’t have to be hunter-gatherers, they could settle down and be farmers. 2. This fact gave rise to towns and then cities. 3. Corn arrived in the present day U. S. around 1,200 B. C. 2. Pueblo Indians 1.The Pueblos were the 1st American corn growers. 2. They lived in adobe houses (dried mud) and pueblos (â€Å"villages† in Spanish). Pueblos are villages of cubicle shaped adobe houses, stacked one on top the other and often beneath cliffs. 3. They had elaborate irrigation systems to draw water away from rivers to grown corn. 3. Mound Builders 1. These people built huge ceremonial and burial mounds and were located in the Ohio Valley. 2. Cahokia, near East St. Louis today, held 40,000 people. 4. Eastern Indians 1. Eastern Indians grew corn, beans, and squash in â€Å"three sister† farming†¦ 1.Corn grew in a stalk providing a trellis for beans, beans grew up the stalk, squash’s broad leaves kept the sun off the ground and thus kept the moisture in the soil. 2. This group likely had the best (most diverse) diet of all North American Indians and is typified by the Cherokee, Creek, Choctaw (South) and Iroquois (North). 5. Iroquois Confederation 1. Hiawatha was the legendary leader of the group. 2. The Iroquois Confederation was a group of 5 tribes in New York state. 3. They were matri lineal as authority and possessions passed down through the female line. 4.Each tribe kept their independence, but met occasionally to discuss matters of common interest, like war/defense. 5. This was not the norm. Usually, Indians were scattered and separated (and thus weak). 6. Native Americans had a very different view of things as compared to Europeans. 1. Native Americans felt no man owned the land, the tribe died. (Europeans liked private property) 2. Indians felt nature was mixed with many spirits. (Europeans were Christian and monotheistic) 3. Indians felt nature was sacred. (Europeans believed nature and land was given to man by God in Genesis to be subdued and put to use). . Indians had little or no concept or interest in money. (Europeans loved money or gold) 4. Indirect Discoverers of the New World1. The 1st Europeans to come to America were the Norse (Vikings from Norway). 1. Around 1,000 A. D. , the Vikings landed, led by Erik the Red and Leif Erikson. 2. They landed i n â€Å"Newfoundland† or â€Å"Vinland† (due to all of the vines). 3. However, these men left America and left no written record and therefore didn’t get the credit. 4. The only record is found in Viking sagas or songs. 2. The Christian Crusaders of Middle Ages fought in Palestine to regain the Holy Land from Muslims.This mixing of East and West created a sweet-tooth where Europeans wanted the spices of the exotic East. 5. Europeans Enter Africa This content copyright  © 2010 by WikiNotes. wikidot. com 1. Marco Polo traveled to China and stirred up a storm of European interest. 2. Mixed with desire for spices, an East to West (Asia to Europe) trade flourished but had to be overland, at least in part. This initiated new exploration down around Africa in hopes of an easier (all water) route.3. Portugal literally started a sailing school to find better ways to get to the â€Å"Spice Islands,† eventually rounding Africa’s southern Cape of Good Hope. . New developments emerged†¦ 1. caravel – a ship with triangular sail that could better tack (zig-zag) ahead into the wind and thus return to Europe from the Africa coast. 2. compass – to determine direction. 3. astrolabe – a sextant gizmo that could tell a ship’s latitude. 5. Slave trade begins 1. Slavery was initially race-independent. A slave was whoever lost in battle. Usually, slaves came from the Slavic regions of Europe, hence the name. 2. The first African slave trade was across the Sahara Desert. 3. Later, it was along the West African coast.Slave traders purposely busted up tribes and families in order to squelch any possible uprising. 4. Slaves wound up on sugar plantations the Portuguese had set up on the tropical islands off of Africa’s coast. 5. Spain watched Portugal’s success with exploration and slaving with envy and wanted a piece of the pie. 6. Columbus Comes upon a New World 1. Columbus convinced Isabella and Ferdina nd to fund his expedition. 2. His goal was to reach the East (East Indies) by sailing west, thus bypassing the around-Africa route that Portugal monopolized. 3.He misjudged the size of the Earth though, thinking it 1/3 the size of what it was. 4. So, after 30 days or so at sea, when he struck land, he assumed he’d made it to the East Indies and therefore mistook the people as â€Å"Indians. † 5. This spawned the following system†¦ 1. Europe would provide the market, capital, technology. 2. Africa would provide the labor. 3. The New World would provide the raw materials of gold, soil, and lumber.7. When Worlds Collide 1. Of huge importance was the biological flip-flop of Old and New Worlds. Simply put, it was a trade of life such as plants, foods, animals, germs. . From the New World (America) to the Old 1. corn, potatoes, tobacco, beans, peppers, manioc, pumpkin, squash, tomato, wild rice, etc. 2. also, syphilis 3. From Old World to the New 1. cows, pigs, horses, wheat, sugar cane, apples, cabbage, citrus, carrots, Kentucky bluegrass, etc. 2. devastating diseases – smallpox, yellow fever, malaria as Indians had no immunities. 1. The Indians had no immunities in their systems built up over generations. 2. An estimated 90% of all pre-Columbus Indians died, mostly due to disease. 8. The Spanish Conquistadores 1.Treaty of Tordesillas, 1494 – Portugal and Spain feuded over who got what land. The Pope drew this line as he was respected by both. 1. The line ran North-South, and chopped off the Brazilian coast of South America 2. Portugal got everything east of the line (Brazil and land around/under Africa) 3. Spain got everything west of the line (which turned out to be much more, though they didn’t know it at the time) 2. Conquistadores is Spanish â€Å"conquerors†. 1. Vasco Balboa – â€Å"discovered† the Pacific Ocean across the isthmus of Panama.2. Ferdinand Magellan – circumnavigated the globe (h e was the first to do so). . Ponce de Leon – touches and names Florida looking for legendary â€Å"Fountain of Youth†. 4. Hernando Cortes – enters Florida, travels up into present day Southeastern U. S. , dies and is â€Å"buried† in Mississippi River, 5. Francisco Pizarro – conquers Incan Empire of Peru and begins shipping tons of gold/silver back to Spain. This huge influx of precious metals made European prices skyrocket (inflation). 6. Francisco Coronado – ventured into current Southwest U. S. looking for legendary Cibola, city of gold. He found the Pueblo Indians. 3. Encomienda system established 1.Indians were â€Å"commended† or given to Spanish landlords 2. The idealistic theory of the encomienda was that Indians would work on the farm and be converted to Christianity. But it was basically just slavery on a sugar plantation guised as missionary work. 9. The Conquest of Mexico 1. Hernando Cortez conquered the Aztecs at Tenochti tlan. 2. Cortez went from Cuba to present day Vera Cruz, then marched over mountains to the Aztec capital. 3. Montezuma, the Aztec king, thought Cortez might be the god Quetzalcoatl who was due to re-appear that very year. Montezuma welcomed Cortez into Tenochtitlan. . The Spanish lust for gold led Montezuma to attack on the noche triste, sad night. Cortez and men fought their way out, but it was smallpox that eventually beat the Indians. 5. The Spanish then destroyed Tenochtitlan, building the Spanish capital (Mexico City) exactly on top of the Aztec city. 6. A new race of people emerged, mestizos, a mix of Spanish and Indian blood. 10. The Spread of Spanish America 1. Spanish society quickly spread through Peru and Mexico 2. A threat came from neighbors†¦ 1. English – John Cabot (an Italian who sailed for England) touched the coast of the current U.S. 2. Italy – Giovanni de Verrazano also touched on the North American seaboard. 3. France – Jacques Cartier went into mouth of St. Lawrence River (Canada). 3. To oppose this, Spain set up forts (presidios) all over the California coast. Also cities, like St. Augustine in Florid # 4. Don Juan de Onate followed Coronado’s old path into present day New Mexico. He conquered the Indians ruthlessly, maiming them by cutting off one foot of survivors just so they’d remember. 5. Despite mission efforts, the Pueblo Indians revolted in Pope’s Rebellion. 6.Robert de LaSalle sailed down the Mississippi River for France claiming the whole region for their King Louis and naming the area â€Å"Louisiana† after his king. This started a slew of place-names for that area, from LaSalle, Illinois to â€Å"Louisville† and then on down to New Orleans (the American counter of Joan of Arc’s famous victory at Orleans). 7. â€Å"Black Legend† – The Black Legend was the notion that Spaniards only brought bad things (murder, disease, slavery); though true, they also brought good things such as law systems, architecture, Christianity, language, and civilization, so that the Black Legend is partly, but not entirely, accurate.