Literacy in Narrative of the Life of Frederick Douglass Essay

Literacy in Narrative of the Life of Frederick Douglass - Essay Example The paper discusses the value of narrative. Douglass’s narrative is important since it debunks many of the theories that had currency during the period of slavery and it also, makes clear the importance of literacy in the movement against slavery. The ability to read is continually held up as the magic wand that would enable African-Americans to lead lives of dignity and respect. The instruction that Douglass received from the mistress of the household where he was a slave in the knowledge of language is a turning point in his life. He is able to expand his horizon of knowledge through reading. As is the case with education that was introduced in colonies by colonial powers, this education that Douglass receives makes him want to learn more. Moreover, the knowledge that he receives also awakens in him a thirst for freedom. It is literacy that impels him to question the ways of the world and the organizing structures of southern society that believed in the inherent inferiority of African Americans. The people of these parts were characterized by an urge to retain the structures of slavery even after it had been abolished in the north. This was for economic reasons, since the labor on the cotton plantations that sustained the economy of the old south was almost entirely black. The immense profitability of the plantations depended a great deal, on the almost free labor that was extracted from the black slaves who were also subjected o inhuman torture on the plantations. The need for documentation is what the production of the book stands for. A documentation of the sufferings of the black slaves of America was necessary for a solution to the problem to be found out. This was however, not in the best interests of the people who drew their livelihoods and their luxurious lifestyles by exploiting the poor slaves. This is the reason why Mr. Auld is always critical of the efforts that Mrs. Auld puts in into helping the education of Frederick Douglass. He fears that Douglass too would attempt to escape to the north in search of his freedom. This betrays an understanding of the cruel and exploitative nature of the institution of slavery on the part of white landowners who employed black slaves under conditions that were extremely inhumane. When Mr. Auld denies Douglass the permission to learn how to read, Douglass reflects, Whilst I was saddened by the thought of losing the aid of my kind mistress, I was gladdened by the invaluable instruction which, by the merest accident, I had gained from my master (Douglass, 45). The â€Å"invaluable instruction† of knowing the value of literacy and the associations of freedom that literacy carried changes the way in which Douglass looks at the manner in which he led his life. The knowledge sows in him the seeds of rebellion and makes him want to escape to the north. Behind this urge is the love for freedom which Douglass feels is a natural impulse on the part of any human being whose senses have not been deadened by the yoke of slavery for ages. This impulse leads him

Segmented Marketing and Branding Big Mac Research Paper

Segmented Marketing and Branding Big Mac - Research Paper Example This paper focuses upon Big Mac, a hamburger which was introduced by McDonald’s in Pennsylvania in the year 1967 with a selling price of 45 cents. It was promulgated on a national scale in 1968. The burger was created to contend with Big Boy sandwich, a similar type of item with a bread slice in between with the purpose of holding together the stuffing and averting spill out. Over the years, it has become a signature product of the company with an exceptional brand name. It consists of two layers of beef patties merged with molten cheese and mouth watering sauce along with an onion and munch of pickle, served together in a delicious three division sesame seed bun. Iceberg Lettuce is also a core ingredient of the burger. The Big Mac is popular all over the world and is often regarded as an icon of American capitalism. In fact, the Big Mac Index is used as an indicative factor for contrasting the cost of living in countries around the world since its availability is common. This index is also considered to be Burgernomics. There exist several branding theories which identify brand as a unique feature of value proposition of a company. A branding promotion initiates with the development of a value proposition and relies on inspired apparatus along with a combination of consistency, continuity and commitment. The brand of Big Mac, ever since its establishment, has not looked back. It has been able to build its reputation not only in the United States but across 119 countries in the world. The brand of Big Mac is not just a name or a symbol. It has become a vital component of the relationship which McDonald’s has established with its consumers. For the consumers of McDonald’s in general, Big Mac, as a brand, has set its place in the hearts and minds of the consumers. For any brand, its real value exists in its ability and power to retain customer’s brand loyalty by influencing their preferences. The brand strategy of Big Mac has been so s uccessful that it has been thriving in the market as the leading hamburger choice for quite sometime. Being a powerful brand in its own domain, the brand equity of Big Mac is significant. It has been able to develop a positive differential effect upon its consumers and consequently, create a value for itself among people in different continents. McDonald’s have always made use of Big Mac’s classical taste and enriched quality in setting up its Brand Positioning. In this manner, the company has been able to devise such a competitive combination attributes, benefits, beliefs and values for the brand Big Mac that they have been able to develop the image of it in the minds of their consumers in the manner in which they wanted. Likewise, another core brand strategy