UOB Bank Advertisement

UOB Lady’s Card -â€Å"The men don’t get it† 1. 0 Introduction of the Company United Overseas Bank Limited (UOB) is a leading bank in Asia. It provides a wide range of financial services through its global network of over 500 offices in 19 countries and territories in Asia Pacific, Western Europe and North America, including banking subsidiaries in Singapore, Malaysia, Indonesia, Thailand and mainland China.UOB (Malaysia) offers an extensive range of commercial and personal financial services through its branches, subsidiaries and associate companies: commercial lending, investment banking, treasury services, trade services, cash management, home loans, credit cards, wealth management, general insurance and life assurance. UOB also plays an active role in the community, focusing on children, education and the arts. UOB has been established the annual UOB Heartbeat Run to raise funds for charity.Today, UOB is rated among the world’s top banks by Moodyâ€⠄¢s Investors Service, receiving B for financial strength, and AA1 and Prime-1 for long-term and short-term bank deposits respectively. UOB is proud to be the first to unveil the revamped UOB Lady’s Card in Malaysia. Besides sporting a new card face, the purpose of the advertisement shows that UOB Lady’s Card is staying relevant to the needs of modern women with new features.It is the first in the market to develop a mobile phone application, â€Å"Lady’s Soulmate† dedicated to ladies, which helps card members access privileges through Google maps and a directional guide based on AR technology. Consumers can download the Lady's Soulmate application from the Android Marketplace to compatible mobile phones. It will also be progressively made available on Apple App Store, Ovi Store by Nokia and Blackberry App World. The ad clearly show that the UOB Lady's Soulmate application marks a new era for the UOB Lady's Card, as it remains in touch with the progress o f women nd technology. The advertisement does show its effectiveness as the card was already available in Singapore, Malaysia and Thailand, has a current membership of over 500,000. The advertisement expected to attract more than 500,000 new lady users. The company claims that the UOB Lady’s Card is targeted to more than double by 2014, driving the continued growth of the bank’s card business in the region. 2. 0 Discussion of the Advertisement 2. 1 Target Market The revamped UOB Lady’s Card placed a strong emphasis on health, beauty, fashion, connectivity and discovery.This make over of the UOB Lady’s Card is timely as a group same gender consumers seek to strengthen the brand promised to valued card members. The ad targets young adult women, and they will buy products not only for them but to show their financial health in their lives. We acknowledge that today’s women are more independent financially, assertive in their choices, mobile and techno logy savvy to stay â€Å"connected†. The reason for the advertiser to choose this market segment is because female young adults may look for the requirement as stated before. 3. 0 Advertisement SourceThe ad focuses on two trendy lady’s high profile, smiling with full of satisfaction, public may easily attract by them who emotionally aroused. The two ladies show in an appropriate way to market the company’s credit card as they are looking relax and rejoice, their face expression and body language prompt the desire of women to obtain the credit card. It also shows that they are able to keep constant contact with privileges and deals via smartphone, the women looked grateful to get the information from their mobiles. Technology on tap is but one of the many benefits available to Lady’s Card members.The new UOB Lady’s Card proposition centres around providing a total financial and lifestyle solution which complements the modern woman who is constantly on the move from connectivity, discovery, fashion and money matters. 3. 1 Visual and Verbal Content Basically the kind of visual image used in ad is photographs. There is a few images show in different ways. The rectangular picture with blank background is composite â€Å"paste-up† of several images from various sources used, whereas the whole image of two ladies adopts â€Å"superimposed† over each other. The others small images place near to the related information.The roses for both types of credit cards seem to stand for women product. The corporate logos included in the design of credit card, the consumer already familiar with the logo. The car and branded stuffs symbolize exclusivity or luxury, visually depicted the financial strength for the group of target market they can have. From the ad, we can see that two young women wearing high heels with an eye catching smile. The clothes and adornments they are wearing look striking as they walk in confidence, simply r elated to self egoism. It seems like two best friends sharing the same privileges and deals from the credit card.The image shows their legs walk together depicted they shopping together, which also shows young women concern about social need. Many women become more financially independent and career orientated. The body language of the models in the ad seem like they don’t have financial worry. Although there are often claims of gender bias and the results have showed that women in general will have a much more impulsive buying behavior than that of their male counterpart. Through this natural disposition it will often hinder them from being able to ever becoming an efficient money saver.Thus, those offer deals in the ad may attract their attention. 3. 2 Semiotic Analysis It has bold print stating â€Å"If we had our way, it would be Wednesday everyday† and smaller print that promotes the offers of the credit card and targets women to purchase the related product and s ervice especially on Wednesday. The ad is implying that women in society now can take care of their financial, yet still targets them to purchase more by using the credit card. At the core of the UOB Lady’s Card popularity is the endearing philosophy of this female-only product, â€Å"The Men Don’t Get It. More than just a signature tagline, it is an acknowledgement of the financial strength and independence of women, and the freedom of choice that is available to them. Now, underpinned by technology and refreshed with a host of new privileges, the company seemed like confident that the Lady’s Card will continue to be preferred, extending their leadership in the female space, I would find this advertisement particularly interesting because it is promoting friendship, financial solidity, health and beauty standards in our society, women's roles as consumers which afford to pay and the graphics of the ad focuses on.It is promoting credit card that only for female , which have previously been viewed as women's products and it will also influences women to buy these products on men's behalf. The two models are wearing striking outfits and expensive adornments. This influence perpetuates the sociological role of women in society as financial takers, as well as encouraging them being active in caring about their appearance and their need to use health and beauty products. This ad clearly promotes the credit card which special designed only for female, that’s why the word stated there the men don’t get it†.The roses symbolized that the only attention of the company focus on the specific needs of women. They have taken a 360-degree approach in the Lady's Card makeover, leveraging our insights into women over the years and research around the region. 3. 3 Layout and Design The headline shows in an appropriate way to has three-quarters up the page or advertisement space. The advertiser position headline statement where it can be seen quickest, this can make sure the reader generally know what is all about.They avoid putting headlines at the very top of the space because the reader’s eye is naturally drawn to between two-thirds and three-quarters up the page or space, which is where the main benefit statement needs to be. The advertisement involves the reader in writing style of using the second and third person-‘you’ and ‘she’. Refer to the reader as ‘you' and ‘she’ in the description of the ad does for the customer to get them visualizing their own personal involvement. The advertiser describes the service as it affects them in a way that they will easily relate to it.This advertising can be defined as using â€Å"cool† tones. It is often referred to as a ‘Black Art', because it is mysterious but cheerful. 4. 0 Publication The advertiser has chosen the two most common print media are newspapers and magazines. Print media is important because it can reach such a large audience, and the great number of specialized publications enables businesses to focus in on a target audience with a specific set of characteristics. The advertiser picks the right time as the Malaysia Mega Sales start from July until September 2010. The consumers can use their Lady’s Card for exclusive privileges.NEWSPAPERS When deciding upon a newspaper in which to advertise, there are three physical criteria to consider: distribution, size, and audience. Newspapers are either daily or weekly, come in a standard or tabloid size, and reach nearly all of the reading public, which is estimated to be around 85-90 percent of the population. Because of the broad demographic reach of most newspapers it is difficult to target a specific audience; however, newspapers are effective in increasing awareness of a business' products and services in a specific geographical area.Types of ads placed in newspapers include: display ads, classified ads, public notes, and preprinted inserts. Newspaper ads have some flexibility in their size. For instance, the UOB ad only takes up half portion of a page, while others might span one or two full pages. Regardless of this flexibility, newspaper ads can only use limited special effects, such as font size and color. These limitations lead to advertising â€Å"clutter† in newspapers because all the ads look very similar. Therefore, advertisers must use original copy and headings to differentiate their ads from their competitors.This is why the advertiser show theirl exclusive shopping, dining and beauty privileges, and the latest technology, a mobile phone application called â€Å"Lady's Soulmate†. MAGAZINES With magazines an advertiser can focus in on a specific target audience. Audiences can be reached by placing ads in magazines which have well-defined geographic, demographic, or lifestyle focus. The advertiser has placing the ad in the localized edition of a national magazine. In addi tion to the above factors, it is also important to consider the nature of the magazine ad copy.Magazines allow elaborate graphics and colors, which give advertisers more creative options than do newspapers. Also, recent surveys have indicated that informative ads are the most persuasive. Therefore, it is important to include copy and art work that is direct and presents important product information to the consumer, such as how the product works, how it benefits the consumer, and where it can be purchased. Besides The Star, it also can be found in female magazine such as New Tide, July 2010.Those magazines are targeted towards young adult women interested in beauty, fashion and relationships. This advertisement is promoting both UOB Lady’s Classic and UOB Lady’s Platinum cards for women. 5. 0 Hierarchy Model Response The AIDA Model Attention The feature followed by ad agencies is AIDA, which acronym stands for Attention, Interest, Desire and Action. The first A equals getting the attention of the readers. The ad in the form of a headline-â€Å"Wednesday every day’’ has grab the attention as it perks the curiosity of readers.The images of the credit cards with the symbol pertain to the company introductory paragraph. The advertiser gets the attention of consumer immediately by using the Wednesday special offer deals; therefore readers will read the rest of the articles. The advertiser is generating an emotion, women walking in confidence with big smile and setting up a situation. UOB (Malaysia) became the first foreign bank to recognize the affluent female segment in Malaysia when it launched the UOB Lady's Card. The ad plays with fear and greed for a moment.These two emotions combined as a key because almost every women would be Interested and has a certain amount of greed (possess everything that they want) and also has fear (questioning what if they missed the chance to get all the great offer deals). The advertiser didn’t use the headline to play the biggest benefit. They choose to appear that not only true but also in an exclusive way. The ad plays on emotions in their headline; the two models address happiness and satisfaction, pump up their egos or show the luxury and branded items. The advertiser chooses the middle part to present the benefits in aspect of the credit card service.The readers may pay more attention on the â€Å"FREE† word which showed in the subhead lines. Interest After the advertiser got the consumer’s attention, they focus on building their interest and supporting what the ad told them thus far. The advertiser makes the reader really want the card but have to start a twinge of reality. Consumers may compare the benefits they offered with the competitors. The newly developed mobile application-â€Å"UOB Lady’s Soulmate App† based on AR technology, female young adults which consider as tech-savvy group may show their interest in the ads.Another way is that the advertiser building interest to include sub headlines throughout the copy. The readers will be more interest when there are a lot of offers with the â€Å"Cash Back† or ‘FREE† words on the sub headlines. Next, the reader embarks on the ever-challenging task of justifying her purchase; especially she wants to do a large purchase. In consumer’s interest section, the ad uses emotion to address the fact that this purchase is a good bargain, the right step, a sound decision, etc. In addition to that, the advertiser let the customer know what will happen if consumer purchase their service.This can be found in â€Å"With it in the bag, every lady gets what she wants, when she wants it†. Depending on this ad, the negative result might be the fact that she misses all those grand offers from the product service. She will have to struggle to get all the same stuffs but in more expensive price or other consequences without the credit card. â€Å"If we had our way, it would be Wednesday every day’’, implies that the consumers can enjoy spending every Wednesday. The goal here is to create a few statements that will cause the customer to say, Oh! I didn’t think of that.Desire The third step in AIDA indicates the desire to buy. This section is really turns on the charm. The ad is written to tug on the heartstrings in order to create that final desire to buy. Perhaps the biggest benefit of the ad is they can get â€Å"FREE Coach Bags & Accessories Every Day†. By using the â€Å"UOB Lady’s Soulmate App†, the interactive application is able to display the latest deals and offers within a 2km range of the card member's location and also contains a personal assistant feature to help connect members with people who are important to them.Customers will have all the information they need right at their fingertips. The advertisement turns deep down inside their consumer to have two desires. The first is the desire to use the convenience of connection that not just technology. The second is the desire to obtain more things and the most common reason is to get a free branded items. The 2010 Malaysia Mega Sale Carnival sweeps the nation up in a frenzied shopping fervor! This is the best time to pump them up and get them excited about the credit card service. They have not yet come to the justification stage where price might play a factor.While always, from the aspect of desire, the ad portrays the best and biggest benefits their customers will receive. It speaks to the joys of being able to relax and run an errand in the whole range of bargains of, the sub headlines of the article indicates that the customer can experience from restaurants, spas, facial service while doing their shopping of the day. Action The final A in AIDA stands for action. During the action phase of convincing, the ad gives them enough motivational cause to take action and buy. At the moment get to this poin t, the customers should have all the information they need.The company as the seller will have walked them through each step of the buying process and emotional journey to the point of purchase. A few ways to create action with the copy are: â€Å"Apply now and get 20 entries for your first minimum RM50 swipe within 30 days from your new card approval†, â€Å"the more you swipe, the better your chances! † The advertisement motivate the readers look forward to get better deals on that special day, which can be found in â€Å"Wednesday are simply wonderful when you have the new UOB Lady’s Card. † The point of the action phase is to get the readers moving. The advertisement ade them drool with the exclusive deals, answered all their questions via Dedicated Customer Service Line, filled them with benefit and the company don’t want to lose them at the end. 6. 0 Overall Opinion In personal view, the main message of this advertisement is prominent. The bi ggest part of the advert is the main benefit statement. This is the part that entices the reader to read on. The ad offers a single impressive benefit, quickly and simply. Research proves that where responses are required, the best adverts are those which offer an impressive, relevant benefit to the reader.This point cannot be stressed enough; the advertiser keep it quick, simple and to the point. More information has stated bottom of the ad, reader who wants to know more detail can read through there. Younger generations are extremely visually literate. The advertiser had thought about the vocabulary and language to use and clearly know their target audience. The ad has avoided any words or grammar that would not be found in the newspaper that the target group would read. Therefore message can be read in quick and easy to absorb. The ad has use a clear layout, clear fonts and clear language.They don’t distract the reader from the text by overlaying images or using fancy font s. They use simple language, avoid complicated words, and keep enough space around the text to attract attention to it. The advertiser also avoids cluttering the advert with fancy images, colours and backgrounds, which make it easy to read. The advertisement has incorporated something new. The Consumers can download the Lady's Soulmate application to compatible mobile phones. The ad clearly show that the UOB Lady's Soulmate application marks a new era for the UOB Lady's Card, as it remains in touch with the progress of women and technology.Consumers respond better and are more easily attracted initially to a concept that is new or original. If they've heard or seen it all before it will be no surprise that they take no notice at all. The advertisement induces reader to believe there's something in it for them right from the start. The advertiser has developed a proposition that is special or unique and emphasizes this. The revamped UOB Lady's Card also comes with a new card face for both UOB Lady's Classic and UOB Lady's Platinum cards. UOB Malaysia is the first foreign bank to recognize the affluent female segment in Malaysia when it launched the new UOB Lady's Card.The ad also states that they provide Wallet Guard coverage and Purchase Protection Plan for the purchases which make their service special. The Advertising Standards Authority or equivalent would prevent the advertiser from making overly extravagant claims anyway, but they still attempt to make their offer seem perfectly credible. 7. 0 Recommendations From the advertisement, the readers might feel the card only available in exclusive world as the car stands for luxury. Not all but some of the readers might feel that the exclusivity rewards, and special treatment reserved for a special few, not for them.The website or service line should explain further to those customers that misleading by the pictures. They can emphasize on the protection plan to place themselves a credible image. The words-† The men don’t get it† didn’t stated clearly that whether the male readers can apply this credit card for the lady. For male readers, they may think they can use this card without the offers which women interested at. The conditions should write clear, not that small which stated in the advertisement. I am not sure that buying branded items necessarily causes happiness to a woman.But many of them tend to believe the advertising; they may feel a let-down when their existing card does not bring the desired partner or other increase in status. When they have such expectation, buying a branded item would be necessarily, make them feel happy. More insidious is the indirect effect, namely that they have to work hard and go into debt to buy all this stuff. That, in my opinion, the debt hidden behind is what makes people unhappy. The company should come out a proper financial plan and clarify to the consumer before the consumer purchase their services.

A Raisin In the Sun

Mama's Dream Dreams are fantasies made up of images from your mind. Everybody has their nightmares, and dreams that sometimes come true in A Raisin In the Sun , by Lorraine Handlebars. The Younger family are African Americans, who struggle with economics. Mama's American Dream is she wants to use her husbands insurance to help her family. Mama's dream is affected by her personality traits of being caring, religious, and determined. One personality trait that affects her dream is her compassion.When mama says, â€Å"Come on now, honey. You need to lie down and rest a while†¦ Then have some nice hot food (pig PAGE). Mama shows her compassion to help her daughter feel better. Compassion affects Mama's dream by Another trait that strongly affects Mama's dream is her being religious. When Mama says, â€Å"Now don't you start child. Its being too early in the morning to be talking about money. It anti Christian, Mama ( pig 41 She illustrates how she feels money should not be more im portant than family.Mama's religiousness affects her dream by Walter said, † Where did you go this afternoon? † and Mama replied, â€Å"l went downtown to tend some business I had to tend to. † (pig 90) Mama demonstrates that as a mother she is devoted to always work so, the money earned can help the Younger and to buy her dream house. Mama's determination affects her dream by not ever giving up to strive for her goals. Without Mama's personality traits she would not have gotten her dream. A Raisin In the Sun Mama's Dream Dreams are fantasies made up of images from your mind. Everybody has their nightmares, and dreams that sometimes come true in A Raisin In the Sun , by Lorraine Handlebars. The Younger family are African Americans, who struggle with economics. Mama's American Dream is she wants to use her husbands insurance to help her family. Mama's dream is affected by her personality traits of being caring, religious, and determined. One personality trait that affects her dream is her compassion.When mama says, â€Å"Come on now, honey. You need to lie down and rest a while†¦ Then have some nice hot food (pig PAGE). Mama shows her compassion to help her daughter feel better. Compassion affects Mama's dream by Another trait that strongly affects Mama's dream is her being religious. When Mama says, â€Å"Now don't you start child. Its being too early in the morning to be talking about money. It anti Christian, Mama ( pig 41 She illustrates how she feels money should not be more im portant than family.Mama's religiousness affects her dream by Walter said, † Where did you go this afternoon? † and Mama replied, â€Å"l went downtown to tend some business I had to tend to. † (pig 90) Mama demonstrates that as a mother she is devoted to always work so, the money earned can help the Younger and to buy her dream house. Mama's determination affects her dream by not ever giving up to strive for her goals. Without Mama's personality traits she would not have gotten her dream. A Raisin in the Sun â€Å"America has given the Negro people a bad check† , this is thoroughly shown, along with other themes, throughout both A Raisin in the Sun by Lorraine Hansberry and Dr. Martin Luther King, Jr. ’s â€Å"I Have A Dream† speech. Before the civil rights movement, and for some time after, blacks were given the short end of the stick, they had to fight for their dreams and they had to fight against racism. They were given next to nothing but they were still expected to ask the whites to â€Å"forgive [them] for ever wanting to be anything at all! (p. 27). The ideas between the two works blend together very well and very easily that one of the biggest differentiations is the attitudes of the white people towards the blacks. Dreams are an incredibly monumental part of every person, they are what shapes them and guides them, and Hansberry and King both experienced a time when it was unbelievably difficult for blacks to achieve those dreams because the means necessary to reach them just weren’t available for black people. A Raisin in the Sun is full of dreams, Ruth dreams for a nice house for her family to live in, Beneatha dreams to become a doctor and do one of the most concretely good things that a person can do for another, Walter dreams of owning a liquor store and the financial security and independence he would achieve through that, and Mama dreams that future generations will have a better life. However, people don’t always think of how their dreams can influence them, the Youngers’ dreams and their attainment, or lack thereof, is directly related to the happiness and depression of the family. King’s dream was very similar to Mama’s, better things for the future, more opportunities, that blacks and whites would be able to sit â€Å"at the table of brotherhood†? together. All of Dr. King’s dreams have a common root, the abolition of racial discrimination. â€Å"The Negro is still sadly crippled by the manacles of segregation and the chains of discrimination†? , and while the chains are merely symbolic they may was well be literal. Fighting racial discrimination is the center of both pieces of literature, the people who support it, knowingly or unknowingly, are oppressing the blacks and making them feel like they didn’t belong anywhere. Around the Civil Rights Movement, black people didn’t feel like they had a home, their families had been in North America for centuries and because of that they felt absolutely no connection to Africa, the place that they were being told was their home, and they were being told and shown that they weren’t American either because of all the basic rights that were being taken away from them. They just wanted to â€Å"rise from the dark and desolate valley of segregation to the sunlit path of racial justice†. And that was something that the Younger family was almost deprived of when they wanted to move to Clybourne Park, Mr.  Lindner came and told them that †our Negro families are happier when they live in their own communities† (p. 165). White people weren’t even being subtle with their racial discrimination; they had committees to make sure that black people knew that they weren’t welcome. Dr. King’s speech is all about trying to eradicate racism and so that people were not â€Å"judged by the colour of their skin but by the content of their character†?. In today’s society we are always told to do just that, do not judge a book by its cover, and it almost seems like fiction to think that an entire race was judged merely by how they look. The black people just wanted to be able to enter the â€Å"oasis of freedom and justice† , and the people around them were the ones who were going to have to make all the changes. In A Raisin in the Sun the white people clearly want nothing to do with the black people unless the blacks are doing the menial jobs that very few white people were willing to do, such as be drivers for the rich whites or clean their houses for very little pay, and the white people would get offended if the black people asked for a raise, after all the blacks should be grateful that the whites even considered giving them a job. However, when Dr. King made his speech there were white people in the crowd as well as black people. The white people knew that a change was coming and they were ready for the change because they thought that it would make things better, and Dr. King even acknowledges them while he is speaking, â€Å"many of our white brothers, as evidence by their presence here today, have come to realize that their destiny is tied up with our destiny. †? Between the speech and the play there is only about a decade of time between them, but the attitudes of the white people couldn’t be more different. Dreams, racism, and attitude are all substantially influential components to a society, and are certainly shown in both A Raisin in the Sun and â€Å"I Have A Dream†. And while racial discrimination has not been completely abolished from society, when A Raisin in the Sun first came out it gave incredible insight into how similar blacks were to whites, and when Dr. King gave his speech the Civil Rights Movement took off. Even though the blacks were given a â€Å"bad check†? their refusal â€Å"to believe that the bank of justice [was] bankrupt† made all the difference. A Raisin in the Sun Lorraine Hansberry’s play â€Å"A Raisin in the Sun,† was a radically new representation of black life, resolutely authentic, fiercely unsentimental, and unflinching in its vision of what happens to people whose dreams are constantly deferred. I compared Act One, Scene 2, in the play and the film. The setting in the play is on a Saturday morning, and house cleaning is in process at the Youngers. In the film, the setting is the same as play, with lighting and costumes. The plot in the play is when Mrs. Younger gets the insurance check of $10,000. In the film, the plot is the same, but includes music not mentioned in the play. The dialogue in the film has some deletions from the original text, with new dialogue added throughout the scene. Some film techniques used are: the film cuts back and forth to different characters, the room is well lit with the sunshine coming in through the window, and music is added throughout some parts of this scene. Perhaps the biggest difference between the play and the film in this scene involves dialogue. Much of the dialogue is deleted, however, new dialogue is added through some parts of this scene. Also, in the play, the mailman comes up to their apartment and rings the door bell unlike the film, Travis runs up to him outside the building and gets the mail from him right away and runs back to give it to Mrs. Younger (his grandma). I also compared Act Two, Scene 1, in the play and the film. The setting in the play is later, that same day at the Youngers. In the film, the setting is the same as play, with lighting and costumes. The plot in the play is when Mama, Mrs. Younger, buys Travis a new house for when he gets older to be a man. In the film, the plot is the same as play with music added to parts of this scene. The dialogue in the film has some lines rephrased and also has some deletions from the original text; new dialogue is added throughout parts of this scene. Some film techniques used in this scene are: the room is brightly lit with lamps and other light fixtures, the film cuts back and forth to different characters and the camera seems to move alone with the characters as they did, and music is added throughout parts of this scene. Perhaps the biggest difference between the play and the film in this scene involves dialogue. Much of the dialogue is rephrased and not said as the author has written it in the play. And also, some of the dialogue from the original text is deleted, however, new dialogue is added. And also, unlike the film, a lot of the actions the author has described in the play did not happen in the film. Such as, on page 91 as Ruth says â€Å"Praise God! the author describes that she raises both arms classically, and as she tells Walter Lee to be glad, the author describes she has laid her hands on his shoulders, but he shakes himself free of her roughly, without turning to face her, these actions did not happen in the film. I also had compared Act Two, Scene 3, in the play and the film. The setting in the play is on a Saturday, moving day, one week later. In the film, the setting is the same as the play, with lighting and costumes. The plot in the play is Linder tries to buy back the house from the Younger family. In the film, the plot is the same as the play. The dialogue in the film has some deletions from play; new dialogue is added in replacement of the deleted dialogue. Some film techniques used in this scene are: the film cuts back and forth to different characters, and the room is well lit with the sunshine coming in through the window. Perhaps the biggest difference between the play and the film in this scene also involves dialogue. The dialogue in this scene is mostly faithful to the play but has some deletions. On the other hand, new dialogue was added in replacement of the deleted lines from the original text. A Raisin in the Sun â€Å"America has given the Negro people a bad check† , this is thoroughly shown, along with other themes, throughout both A Raisin in the Sun by Lorraine Hansberry and Dr. Martin Luther King, Jr. ’s â€Å"I Have A Dream† speech. Before the civil rights movement, and for some time after, blacks were given the short end of the stick, they had to fight for their dreams and they had to fight against racism. They were given next to nothing but they were still expected to ask the whites to â€Å"forgive [them] for ever wanting to be anything at all! (p. 27). The ideas between the two works blend together very well and very easily that one of the biggest differentiations is the attitudes of the white people towards the blacks. Dreams are an incredibly monumental part of every person, they are what shapes them and guides them, and Hansberry and King both experienced a time when it was unbelievably difficult for blacks to achieve those dreams because the means necessary to reach them just weren’t available for black people. A Raisin in the Sun is full of dreams, Ruth dreams for a nice house for her family to live in, Beneatha dreams to become a doctor and do one of the most concretely good things that a person can do for another, Walter dreams of owning a liquor store and the financial security and independence he would achieve through that, and Mama dreams that future generations will have a better life. However, people don’t always think of how their dreams can influence them, the Youngers’ dreams and their attainment, or lack thereof, is directly related to the happiness and depression of the family. King’s dream was very similar to Mama’s, better things for the future, more opportunities, that blacks and whites would be able to sit â€Å"at the table of brotherhood†? together. All of Dr. King’s dreams have a common root, the abolition of racial discrimination. â€Å"The Negro is still sadly crippled by the manacles of segregation and the chains of discrimination†? , and while the chains are merely symbolic they may was well be literal. Fighting racial discrimination is the center of both pieces of literature, the people who support it, knowingly or unknowingly, are oppressing the blacks and making them feel like they didn’t belong anywhere. Around the Civil Rights Movement, black people didn’t feel like they had a home, their families had been in North America for centuries and because of that they felt absolutely no connection to Africa, the place that they were being told was their home, and they were being told and shown that they weren’t American either because of all the basic rights that were being taken away from them. They just wanted to â€Å"rise from the dark and desolate valley of segregation to the sunlit path of racial justice†. And that was something that the Younger family was almost deprived of when they wanted to move to Clybourne Park, Mr.  Lindner came and told them that †our Negro families are happier when they live in their own communities† (p. 165). White people weren’t even being subtle with their racial discrimination; they had committees to make sure that black people knew that they weren’t welcome. Dr. King’s speech is all about trying to eradicate racism and so that people were not â€Å"judged by the colour of their skin but by the content of their character†?. In today’s society we are always told to do just that, do not judge a book by its cover, and it almost seems like fiction to think that an entire race was judged merely by how they look. The black people just wanted to be able to enter the â€Å"oasis of freedom and justice† , and the people around them were the ones who were going to have to make all the changes. In A Raisin in the Sun the white people clearly want nothing to do with the black people unless the blacks are doing the menial jobs that very few white people were willing to do, such as be drivers for the rich whites or clean their houses for very little pay, and the white people would get offended if the black people asked for a raise, after all the blacks should be grateful that the whites even considered giving them a job. However, when Dr. King made his speech there were white people in the crowd as well as black people. The white people knew that a change was coming and they were ready for the change because they thought that it would make things better, and Dr. King even acknowledges them while he is speaking, â€Å"many of our white brothers, as evidence by their presence here today, have come to realize that their destiny is tied up with our destiny. †? Between the speech and the play there is only about a decade of time between them, but the attitudes of the white people couldn’t be more different. Dreams, racism, and attitude are all substantially influential components to a society, and are certainly shown in both A Raisin in the Sun and â€Å"I Have A Dream†. And while racial discrimination has not been completely abolished from society, when A Raisin in the Sun first came out it gave incredible insight into how similar blacks were to whites, and when Dr. King gave his speech the Civil Rights Movement took off. Even though the blacks were given a â€Å"bad check†? their refusal â€Å"to believe that the bank of justice [was] bankrupt† made all the difference. A Raisin in the Sun Lorraine Hansberry’s play â€Å"A Raisin in the Sun,† was a radically new representation of black life, resolutely authentic, fiercely unsentimental, and unflinching in its vision of what happens to people whose dreams are constantly deferred. I compared Act One, Scene 2, in the play and the film. The setting in the play is on a Saturday morning, and house cleaning is in process at the Youngers. In the film, the setting is the same as play, with lighting and costumes. The plot in the play is when Mrs. Younger gets the insurance check of $10,000. In the film, the plot is the same, but includes music not mentioned in the play. The dialogue in the film has some deletions from the original text, with new dialogue added throughout the scene. Some film techniques used are: the film cuts back and forth to different characters, the room is well lit with the sunshine coming in through the window, and music is added throughout some parts of this scene. Perhaps the biggest difference between the play and the film in this scene involves dialogue. Much of the dialogue is deleted, however, new dialogue is added through some parts of this scene. Also, in the play, the mailman comes up to their apartment and rings the door bell unlike the film, Travis runs up to him outside the building and gets the mail from him right away and runs back to give it to Mrs. Younger (his grandma). I also compared Act Two, Scene 1, in the play and the film. The setting in the play is later, that same day at the Youngers. In the film, the setting is the same as play, with lighting and costumes. The plot in the play is when Mama, Mrs. Younger, buys Travis a new house for when he gets older to be a man. In the film, the plot is the same as play with music added to parts of this scene. The dialogue in the film has some lines rephrased and also has some deletions from the original text; new dialogue is added throughout parts of this scene. Some film techniques used in this scene are: the room is brightly lit with lamps and other light fixtures, the film cuts back and forth to different characters and the camera seems to move alone with the characters as they did, and music is added throughout parts of this scene. Perhaps the biggest difference between the play and the film in this scene involves dialogue. Much of the dialogue is rephrased and not said as the author has written it in the play. And also, some of the dialogue from the original text is deleted, however, new dialogue is added. And also, unlike the film, a lot of the actions the author has described in the play did not happen in the film. Such as, on page 91 as Ruth says â€Å"Praise God! the author describes that she raises both arms classically, and as she tells Walter Lee to be glad, the author describes she has laid her hands on his shoulders, but he shakes himself free of her roughly, without turning to face her, these actions did not happen in the film. I also had compared Act Two, Scene 3, in the play and the film. The setting in the play is on a Saturday, moving day, one week later. In the film, the setting is the same as the play, with lighting and costumes. The plot in the play is Linder tries to buy back the house from the Younger family. In the film, the plot is the same as the play. The dialogue in the film has some deletions from play; new dialogue is added in replacement of the deleted dialogue. Some film techniques used in this scene are: the film cuts back and forth to different characters, and the room is well lit with the sunshine coming in through the window. Perhaps the biggest difference between the play and the film in this scene also involves dialogue. The dialogue in this scene is mostly faithful to the play but has some deletions. On the other hand, new dialogue was added in replacement of the deleted lines from the original text.

Historical contributions of a Sigmund Frued to the field of psychology Term Paper

Historical contributions of a Sigmund Frued to the field of psychology - Term Paper Example As such, Freudian concepts, which were widely debated among his followers and scholars, were deemed to be controversial yet remained to be worthy of our examination and understanding. This paper will look back at the historical contributions of a Sigmund Freud to the field of psychology. By examining his early life, one can explore his childhood and its influence on his understanding of human behavior. Also, his theories on dream interpretation, psychosexual development, the id and the ego, psychological repression, and transference will be explored to know more about his controversial theories in psychology. Moreover, by taking a look at three of Freud’s notable followers, Carl Jung, Alfred Adler, and his daughter Dr. Anna Freud, one can explore on how Freud’s ideas have influenced his followers to develop their own theory of the mind. Finally, discussion of Freud’s legacy and contribution to psychology will seal his achievements as one of the most important thi nkers in the 20th century. Early Life On May 6, 1856, Sigismund Schlomo Freud was born in Freiberg, Moravia - a small town which was then part of the Austrian Empire, now known as the Czech Republic. His father, Jacob was a textile dealer and had two children by previous marriage. His mother Amala, who was 20 years younger than his father, gave birth to his first son Sigmund at age 21. Being the first child of eight siblings and in accordance to Jewish tradition, young Sigmund became the favorite in the family. He grew up "partially assimilated, mostly secular Jew†. Soon, Freud would become loyal follower of 19th century positivists in which he pointed the distinction between religious faith (which is not checkable or correctable) and scientific inquiry (which is both). For himself, this meant the denial of truth-value to any religion whatever, including Judaism.   A. Life & Education in Vienna When he was four years old, his father met a business failure and this made his f amily to move from the mountains of Moravia to a cosmopolitan metropolis in Vienna. A bright boy, Freud was admitted to a gymnasium in Leopoldstadt a year ahead of his time in 1865. By the time he graduated in 1873, he was awarded with honors. Initially, Freud intended to study law, but then decided to enter Medical School after having attended a lecture on Goethe's essay On Nature. He then joined the medical faculty at the University of Vienna where he obtained his doctorate in medicine. As early as from  1876  to  1882, Freud worked as a research assistant at the Institute of Physiology under Ernst Brucke, with neurology as his main focus.    In 1885 Freud received a one-year scholarship with Charcot at the "Salpetriere" in Paris. In 1886 Freud opened his first neurologist's office in Vienna, Rathausstrasse 7. Under Jean-Martin Charcot, Freud practiced and observed hypnosis as a clinical technique, and began to formulate the beginnings of his theory on the mind. Freud went on to make nervous ailments his specialty, concentrating on hysteria. B. Published Works By 1895, the year he published  Studies on Hysteria  with Josef Breuer, he had made significant progress in mapping out and defining his own theory of the mind. A period of intense work and self-analysis, further inspired by the death of his father, led Freud to his publication of  The Interpretation of Dreams  in 1900 and of  Psychopathology of Everyday Life  in 1901. The latter work, offering amusing and easily applicable anecdotes of Freudian slips, found a wide audience for his theories of the mind. By 1902 he finally gained the position of associate professor at the University of Vienna. In 1908 Freud established a Psychoanalytic society in Vienna, and thus his

Portland State University Essay Example | Topics and Well Written Essays - 500 words

Portland State University - Essay Example The four goals of Capstone course that have been influential towards producing socially responsible students are Communication, Inquiry and Critical Thinking, Ethical and Social Responsibility and lastly, the Appreciation of Human Diversity. The experience that I gained during the study of Capstone course has been so helpful in my life (Portland State University 2). As mentioned above, the goal of the course was to enable students develop proper inquiry and critical thinking abilities. During the study, I was given assignments of reading a number of books then submit short write-ups that linked the material covered in the book and current events. After doing a number of these assignments, I was able to gain mastery in relating strategic management concepts, theory and frameworks to the current events. In addition, I developed skills or ability of understanding implications and results of the current events in business practice. Capstone Course also entailed class discussions that inv olved the division of the course students into groups. Critical thinking as well as inquiry was essential in contributing during discussions.

Reduction of Aggression Essay Example | Topics and Well Written Essays - 750 words

Reduction of Aggression - Essay Example Socio-cultural perspective believes that bullying is due to the presence of specific social groups with different levels of power. Instrumental theorists take aggression as serving a useful function for the individual aggressive behavior to gain some kind of pay-off which makes it worth the risk. Aggression occurs not for the pleasure of lashing out but for the purpose of achieving some benefit (Campbell, 1997). Sep. 11th attacks were examples of instrumental aggression. They wanted to send a message to US. Study shows that children showing reactive aggression were characterized by higher self-control, especially constructiveness, at each age and better adult adjustment (Pulkkinen, 1995). There exist popular and unpopular subtypes of aggressive children who have different peer affiliation patterns (Farmer et al. 2002). Thus there are two social worlds of aggression in school: aggressive children who are marginalized by society and children who are well influenced in the social structure. This view is supported by studies showing that some children who are perceived as popular in social network use physical or social form of aggression to promote and keep their influence and position in the social hierarchy while other aggressive students are picked-on and victimized by seniors (Adler &Adler 1998; Caims & Cairns, 2005). Hence one can conclude that that aggression is part of the general social dynamics in classrooms. Aggression Prevention Methods Many techniques and procedures can be used to prevent or avoid aggression. Some of them are discussed below. The threat of mild punishment might help to reduce aggression. Mild punishment and education when applied in pair has helped to reduce the bullying behavior in students. Anger management is another effective technique. Stress management training approach (Beck and Fernandz, 1996) to anger management, as given below, is an effective three phase process Phase 1 Identification of factors triggering anger Rehearsal of self statement intended to prevent anger (I can handle this). Phase 2 Acquisition of relaxation techniques Coupling self statements with relaxation techniques after exposure to anger trigger. Phase 3 Rehearsal phase Practicing cognitive and relaxation techniques until mental and physical response can be achieved automatically. Making Choices: a Social Development Program This empirically based intervention targets third grade children who are live in a high-risk rural community that is experiencing rapid growth and changing racial and ethnic demographics.( Fraser, n.d.) Works Cited 1. Anne Campbell (1997) Altruism and Aggression Blackwell publishing 2. Barbara Krahe. The social psychology of aggression 3. Ken Rigby (2003) No. 259 Addressing bullying in schools: theory and practice. Australian institute of criminology trends and issues in crime and criminal justice. 4. Kenneth S.Bordens, Irwin A. Horowitz, Social Psychology.

Principles of Macroeconomics UAEs main economic challenges, including Essay

Principles of Macroeconomics UAEs main economic challenges, including domestic issues and its relations with the rest of the world - Essay Example After the discovery of oil, the country improved to a moderate nation with high standards of living and a rising GDP (The World Factbook, 2013). However, the country still has certain economic challenges that need to be addressed in order to maintain the economic performance of the country. Those challenges can be addressed in terms of GDP, Growth of the economy, labour force and unemployment rate, foreign relations and CPI and inflation. The major economic challenges of the country are: large expatriate workforce, growing inflation and over-dependence on oil. The World Factbook (2013) suggests that UAE’s GDP has improved since the discovery of oil in the country 30 years ago. However, efforts of diversification of the economy have reduced the proportion of GDP attributable to oil to 25%. This may have a negative impact on the size of GDP of the country if the other sectors of the economy fail to live up to the expected standards of the economy. The country’s GDP was also affected by the global financial crisis of 2009. Tight international credit and deflated asset prices also led to a restrained economy in 2009. Dubai was affected the most by the financial crisis (Dargin & Lim, 2012). It encountered serious depressed real estate prices. Dubai and UAE in general lacked enough money to meet their financial debts; resulting in world concern about its solvency. The total GDP measured in purchasing power parity was measured at $275.8 billion in 2012, ranking the country in position 50 in the world. Per capita GDP of the country in 2012 was $48,400 and the country was ranked 15th in the world. This size of GDP is mainly affected by dependence on oil. In terms of GDP, UAE is ranked behind other oil producing countries in the Middle East such as Saudi Arabia and Iran. This indicates that the GDP performance in the country is poor compared to equally resource-endowed neighbors. To improve this economic performance, the country intends to develop a

A Web Site Essay Example | Topics and Well Written Essays - 500 words

A Web Site - Essay Example Once a user is logged in, he is presented an array of interests in the form of multiple pictures. Each picture contains a title word that relates to the interest that is depicted in pictorial form. Most photos contain deeply rich colors that are both appealing and relaxing to the eyes. Below this arrangement of pictures appears a bar that is indicator of the progress that a user makes while selecting the pictures to demonstrate one’s areas of interest. That background of the page is plain; a feature that ensures undivided attention of the user on the interests that are presented before him. Pinterest serves the purpose of keeping track of the interests that a user displays during his activities on the internet. User’s dashboard is divided into five columns which is an extremely clever arrangement as it allows presentation of maximum information on the display screen at any moment. However, the columns may not be scrolled up or down individually; a feature that may possibly add to convenience of use. On top of the page is a horizontal bar that provides the option to search for interests or people while using Pinterest. This bar is static / frozen and does not scroll when the user scrolls the page. The purpose is to make it readily available for use whenever the need arises. Since information in Pinterest is derived from multiple sources on the Web, no specific color scheme can be followed here. However, as the user moves around using his touchpad or mouse, three main options appear on each element of interest that is shown. These include ‘Pin It’, ‘Send’ or ‘favorite’. Since the purpose of website is to keep track of the interests of users, these options provide ease of use that is extraordinary. Overall, the site appears to be extremely dynamic; new interest related information is presented every time the page is refreshed. Additionally, Pinterest presents the source of information

Corporate Social Responsibility And Sustainable Marketing Coursework

Corporate Social Responsibility And Sustainable Marketing - Coursework Example Along the years of its entrepreneurial operations in the realm of sports equipments and merchandises the company has been able to design a large brand portfolio by taking into hold a large number of subsidiaries. The sportswear company, headquartered in Oregon operates based on its operations spread over 160 countries round the world. Working on the basis of a large value chain constituted by around 1 million people pertaining to the categories of suppliers, manufacturers and other support categories the company tends to bring about large scale innovation in the realm of sportswear (Nike Inc. 2011). The Market The global market for sportswear reflects two types of consumer trends. Consumers tend to purchase sportswear merchandise more in regards to enhancing their fashion quotients rather than using such for the sole purpose of sports. Nike is held to be the pioneer brand in holding sportswear as a contemporary fashion wear in the global market. During 2003 the total global market fo r sportswear shoes and other apparels amounts to around $58 Billion. Herein apparel tends to constitute around 71 percent while 29 percent is relegated to footwear. The same can be reflected in the form of the following graph as follows. Figure 1 (Play Fair 2004, p.6) Similarly the global market for sports and athletic wear amounts to around $41.5 billion. Herein, United States tends to contribute to around 41 percent of the global share followed by around the European Union by around 38 percent. The markets pertaining to Asia contribute to around 16 percent in the total global market for sports and athletic wear. The same can be reflected through the following diagram. Figure 2 (Play Fair 2004, p.7) In regards to positioning of the different brands in the global sportswear industry it is found that the major brands like Nike, Reebok, and Adidas constitute in around 14 percent of the total global market for such commodities. However less known brands like Fila, Umbro and again Puma tend to each gain around 1 percent market share in the total market during 2002. Other Minor brands like the Mizuno, Lotto and the Kappa tend to each contribute to around 0.5 percent of the total market share during the same period. Thus the three main brands, Nike, Adidas and the Reebok tend to dominate the marketplace pertaining to sportswear in the world (Play Fair 2004, p.6-10). The same can be reflected from the following graphs. Figure 3 (Play Fair 2004, p.8) Figure 4 (Play Fair 2004, p.8) Figure 5 (Play Fair 2004, p.10) In regards to the current scenario during 2007 the total sportswear industry is found to value to around $145 billion. Further the sector reflects an increasing trend in terms of global market growth irrespective of it being affected by economic downturns happening round the world (ITGLWF 2010). Diagnostics Communication Activities of Nike Advertising and Promotion In regards to advertising activities, Nike is held to largely depend on celebrities like Michael Jordan and Kevin Garnett along with Charles Barkley for promotion of its footwear to both developed and developing nations round the world. This advertising practice of the company through the use of celebrities has helped the company in largely

Human Adaptation Essay Example for Free

Human Adaptation Essay Even though human being is the next evolution of animal, people still have the basic thing that both animal and human being always have, and they cannot deny which is the adaptation of survival. The movie â€Å"Bicycle Thieves† is director Vittorio De Sica told the viewers a story of a poor father, who was searching for his stolen bicycle, and without the bicycle he will lose his job, which was to be the salvation of his young family. At the end, he cannot even find his bicycle; instead to steal from other but he was fail. All the quiet on the Western Front† is a novel by Erich Maria Remarque, who is a German veteran of WWI, shows people a painful picture, line of thought, and the adaptation of the young group soldier in the war. The adaptation is not always good but it is depend on the situation they are in. The adaptation from generation of Paul and his friends has suffered is bad because they got experience during the war, which they have to adapt for their survival throughout the grenade, bullet, and boom. Paul and friends from this generation adapt too much from the war to get the experience of survival. Therefore, they lost their youth, connection with family, and lost their future. Sometimes, Adaptation could make a person, who has a different thought, speak, and vote into the one whom is speechless, and the same thought as others, or simply that the one lost his or herself. â€Å"Shooting an Elephant† wrote by George Orwell, gives people an example of the adaptation from the police who being force to kill the elephant, and made the ridiculous excuse for his action. The story tells people how the police feels about the elephant if he shoot or not. At first, he thinks the elephant is innocent, however, the shooting still happens and he makes an excuse that the elephant might be dangerous to people who lives here even thought he knows the elephant stays far away from the town people lives. Actually, the adaption makes him thinks that if he did not shoot the elephant, those black people might beat him until death, and he has to adapt for his survival. Things might change, or something happens that makes people have to adapt at the environment, or situation they are in. There might be something force people to adapt or there might not, however, it is true that in people’s mind, they do not want to lose anyone else, therefore their brain force them to do something that develops their ability to adapt the right situation. As soon as the police see the elephant, he already knows that he â€Å"ought not to shoot him† (Orwell). Watching the elephant eat at a peaceful time, he â€Å" did not in the least want to shoot him†(Orwell). He recognizes that â€Å"every white man’s life in the East was one long struggle not to be laughed at. (Orwell). He was too scared to let the elephant alive because people will make fun at him as fool. The only thought in his mind â€Å"was that if anything went wrong those two thousand Burmans would see him pursued, caught, trampled on and reduced to a grinning corpse like that Indian up the hill†. At the end, Orwell has to adapt the opinion of two thousand Burmans as being what they want h im to be, otherwise; he would be like the man up hill. In â€Å"All the quiet on the Western†, Paul and his friends have show their suffer during WWI that they have to adapt it. They have to adapt harsh living condition; sometimes they might be starving, defecation with others, someplace does not supply any food, Paul and his friends has to find it by themselves. Kat, who always find food for the entire group, â€Å"He has two loaves of bread under his arm and a blood stained sandbag full of horse-flesh in his hand† (Remarque, 39). Sometimes, Paul and his friends have to see his partner or young soldiers die in front of their eyes and they have to adapt it. â€Å"Such a kid† Kat repeats it â€Å" young innocent† (Remarque, 73). Antonio, who is searching for this stolen bicycle. The only thing he cares it is his bicycle but it makes he mad because the neighborhood is trying to protect the thief, and the old man in the church refuse to give him the address of the thief (The Bicycle Thief). Sometime, people know who did that but most of them choose to be silent because they do not have enough evidence to prove it. It becomes the rule of this world, and people need to adapt it. Antonia knows exactly about the thief but he cannot prove when the thief hides the bicycle. He has to adapt this rule that he needs a lot of proof to prove it; otherwise, the thief can get away from the case. Adaptation likes the wind cause no one starts it, it just comes unexpected and people just entrain it. When people realize those changing by looking back at the past, they might lost their identity because of what they have done compare to an â€Å"old† in themselves. The war broke because of the pride of government that lead to the stupid decision. War is meaningless because both sides have to suffer a lot of painful from physical to psychological. Paul and his group have to adapt to the war for survival. They adapt too much for the meaningless war, which loss their youth, their connection with family, and their future. To them, the line between death and alive is too close that they do not know tomorrow they still pass it or not. Everyday, they are living in hope and dream that if the war is going to end tomorrow, what they will do. At the end, they are no longer a human being instead a war machines (Remarque). After finding the thief, and seeing people protect him, Antonia adapts to the rule of this world, however, he is misunderstanding and choosing the wrong way. He does not trust the society and a man who lost his bicycle. However, he still cares and wants to find his bicycle because the bicycle is the only income to feed him and his son. At the end, he becomes a bicycle thief just like the one who stole his bicycle. The movie ends with part that Antonia walk slowly into the society just like others because he lost his identity, and it likes others people, and there is no different between him and this society that force him to adapt it (The Bicycle Thief). As same as the police in the story â€Å"Shooting the elephant†, he is too scare to stand up and refuse to shoot the elephant. He is afraid to be alone, and he has to adapt himself into the situation or two thousand Burmans is going to beat him. Adaptation and changing himself likes others, and he lost himself by shooting the elephant. At the end, he realizes that he becomes a part of this society, and he does not even know this is who he is, he â€Å"could not stand it any longer and went away† (Orwell). Adaptation could release the natural of human that stays deeply inside of them, and when it outbreaks, people do not know who they are or they are unbelievable that is their natural. In The Bicycle Thief, the series of annoying events from the old man from the church who did not want to give Antonia the address of the thief. Then the neighborhoods that tried to protect the thief and blamed Antonia again. At the end, the adaptation has changed Antonia, or it seemly that the adaptation has released the natural that stays inside Antonia, and he slapped his son, which he will never do before (The Bicycle Thief). As same as All The Quiet on the Western Front, while the bomb war happens, Paul saved a new soldier in his group. Later, Paul finds that recruit is lying on the ground with his hip a mess of flesh and bone splinters at the joint. Kat and Paul know he will not survive cause of his wounds. Kat whispers to Paul that they should end his life with a gunshot before the wound is going to torment him. The adaptation of the war has changed their thought in the way of life. They thought that It would be better if someone take a bullet through their brain to stop the life that they has suffered, and it would be better to die rather than the wound is going to torment them. In Catholic, if someone still survives, they should try to save him or her rather than kill him even though they know it would be better when they just let him or her go. After shooting the elephant, the police did not feel guilty for what he did, beside, he defend himself that â€Å"legally he had done the right thing, for a mad elephant has to be killed, like a mad dog† (Orwell). Once again, the adaptation shows the real natural of this man who â€Å"avoid looking the fool†, believe what he did it is right, and defend himself because he does not want to feel guilty, and people feel shame on him. Life likes the wind, and people just like the clouds floating in the sky. Whenever the wind rise, the fragile cloud and easy to break that has to follow it, or it is going to vanish in the sky. Human is a one of the kind that has a complicated history from traveling around the global. Dr. Petrov who has the research about the genetic of human adaptation say that â€Å"The work suggests human beings have undergone rampant adaptation to their environment in the last 200,000 years of history†(New). When Antonia lead his son go to the expensive restaurant, but he cannot let his son eat the food as well as the child who eating on the next table. He says â€Å"if we want to eat like that, we need to earn lot† (The Bicycle Thieves). However, even though he does not have money, he still let his son eat at the expensive restaurant because he holds a hope, which will give his son a better life. they have to adaptation the situation right now, and when they find the bicycle he can give his son more than that( The bicycle Thieves). Under rapidly changing environments nowadays, skills that were functional are quickly outmoded requiring continual self-renewal. (Albert Bandura), and the key to get over this harsh life, it is adaptation.

Free

Free College Essay President Obama has outlined his proposal to offer the first two years of community college free for students, or as he has said in his speech â€Å"to lower the cost of community college — to zero. † Obama believes that whether young or old, just starting out, or simply looking for a better job, this could benefit millions of Americans. The program would provide tuition-free classes for students going to school at least half time who maintain a GPA of 2. 5 or higher and are trying to obtain a higher degree or are transferring to a four-year institution. The proposal would require federal government to cover 75 percent of the average cost of community college, and the program calls for states to pick up the remaining quarter of the tab. Overall, this proposal could benefit the American population and thus better the American nation. The most crucial reason why this proposal will succeed is that more people in America will attend college. This will all around have a positive have an effect on American society, and economy. Lowering the unemployment rate can help to reduce many factors such as, crime rate, well-fare, and overall national debt. On the other hand, community colleges may become over crowded due to the increased number of students. Despite this minor complication, having more people attend college is in America would be phenomenal. A majority of Americans believe the cost of a college education at a state university, or community college is unaffordable. Having the first two years of community college free will open up opportunities to many. This will allow students first starting out to begin their educational course debt free. College debt is a major problem in todays society, and holds back many from achieving higher goals. However, passage of a bill making community college free could have a dramatic effect on the cost of higher education. If community college is free, many other schools will have to lower their prices in order to stay competitive. Free higher education, even if only for two years, could be a game-changer. Passage of Obama’s proposal is far from a sure thing. If it does pass, at this point the best we can do is speculate about the different possible  outcomes. However, we do know one thing for sure. Obama’s proposal is a bold approach to fixing a broken higher education system. Student loan borrowers are reminded of how badly broken the system is each month they pay huge student loan bills. The more that can be done to fix this system, the better. Overall, this bill will benefit most Americans. If Obama’s proposal is given passage it will create an abundance of opportunities for American citizens. These opportunities include: more job positions, a thriving economy, expansion, etc. In spite of the endless benefits, at the end of the day someone is responsible for paying the two-year â€Å"free† tuition. This causes question to tax payers and the state on the tab they are left to pick up. Although, taxes may increase, the decrease in student loans will greatly outweigh the cost. In conclusion, this bill can aid anyone from past generations to new, young to old, starting out or going back. This could change the entire way of American society for the better and continually push American as a nation in the right direction.

A Case Study In IBM Services Information Technology Essay

A Case Study In IBM Services Information Technology Essay Improving customer relationships is the deployment and management of the customers CRM application. Outsourced call centre services are delivered by an IBM business partner. Customers choose the CRM application components that fit their needs: Marketing, Sales and Customer Service. Balancing cost, the customer experience and revenue enhancement are truly differentiate the contact centre (Pritchard, 2004). The contact centre environment has changed dramatically in recent years. Early call centres were cost centres, built to take advantage of the telephony technology of the time. Typically confined to one physical location, they relied on interaction-based, frontline support and had little financial justification of costs. Frequent handoffs among agents created inconsistencies, as did paper-intensive processes and product-based structures. Today, contact centres are becoming increasingly customer-focused and are gearing up to solve problems and generate revenue. A proliferation of channels is giving companies a variety of opportunities to communicate with their customers. And with more opportunities for up-selling and new ways to cut costs, the contact centre is transforming into a profit centre. As organizations make this transformation, they are faced with identifying areas for change, reducing service costs, providing a differentiated service, increasing sales, supporting a multichannel customer experience and leveraging technological advances. The challenges, coupled with increasing customer expectations, have created a renewed focus on transforming the contact centre (Pritchard, 2004). IBM Regional Contact Centre (RCC) exemplified what an ideal contact centre should be; a single contact point which provides effective, efficient and improved service to partners and clients through the consolidation of resources and services. The centre serves as a strategic component of IBMs own on-demand initiatives. Organizations are taking a new look at governance of contact center functions and the way calls are handled. Traditionally, contact centers have been organized by geography and business unit. Advance in telephony technology presents new opportunities for streamlining call handling and routing. Virtual contact center queues route calls to the appropriate agent, regardless of geography or department, allowing calls to be handled based on factors such as customer need, the type of transaction or function, the value of the customer or the particular customer segment. This can help boost cost-effectiveness and bring more value to callers, since theyll deal with the best-qualified agent for their particular issue. Leading companies are also adopting a cross-functional approach to the organizational structure of contact center operations. In addition to geography-based service delivery functions, companies are developing global Centers of Excellence for self-serve programs, customer data management, workforce forecasting and scheduling, metrics and reporting, and global queuing and call routing. These Centers of Excellence manage key processes globally, identify opportunities for improvement and work with the operational service delivery functions to implement transformation-related change programs (IBM Business Consulting Services, 2004). IBM Values Dedication to every clients success: IBM employees are passionate about building strong, long-lasting client relationships. This dedication spurs IBM to go above and beyond on its clients behalf. IBM sells products, services and solutions, but all with the goal of helping its clients succeed, however they measure success. Innovation that matters for our company and for the world: IBM employees are forward thinkers. IBM believes in progress, believes that the application of intelligence, reason and science can improve business, society and the human condition. IBM loves grand challenges, as well as everyday improvements. Whatever the problem or the context, every IBM employee seeks ways to tackle it creatively to be an innovator. Trust and personal responsibility in all relationships: IBM employees actively build relationships with all the constituencies of its business including clients, partners, communities, investors and fellow IBM employees. IBM builds trust by listening, following through and keeping its word. IBM Mission To Drive Client Loyalty and Profitable Growth through Service Delivery Excellence IBM Vision To be the IT Service Provider of Choice in Asia Pacific IBM Commitments Growth Client Referenceability Drive client satisfaction by aligning IBMs efforts to its clients business imperatives, priorities and challenges Delivery Service Excellence Protect its clients business through a strong controls posture and operational discipline Provide competitive high quality service through standardization and automation Enable IBM Team for Growth Develop and nurture IBM people to play an active role in the globally integrated enterprise IBM Goals Excel in delivering competitive, high quality and efficient IT services to its clients Meet and exceed all IBM financial objectives Achieve and exceed IBM Quality targets Protect the IBM brand by maintaining Satisfactory control posture and delivering with integrity Promote a culture where IBM work as One Team and promulgate best practice Equip IBMs employees with skills and knowledge to deliver quality services to its clients and make the right investment in training and certification Accelerate the development and growth of IBM leadership talent Foster communications to IBM staff and ensure key messages are delivered in a timely and consistent manner Literature Review Today, IT departments are pressured into doing more with less, and that this will require innovative approaches to management and operating staff. Innovations in technology are also supporting this, as silos within operations, and between operations and the service desk and application development, are slowly being bridged by innovative management and monitoring software solutions designed for modularity, cohesiveness and automation. Currently, IT services are delivered through a mix of structured and unstructured work activities. Structured activities rely primarily on standardized processes, procedures, and tools. In IT service support and delivery, an increasingly popular standardization effort is embodied by Information Technology Infrastructure Libraries (ITIL) which prescribes processes for capacity management, availability management, service-level management, financial management to achieve high quality IT service (Bailey, Kandogan, Haber, Maglio, 2007). As IT departments pl an to bridge this divide, it is important to keep in mind that the automation can empower us to become more efficient, but we will be sacrificing some of the gains if we are not willing to leverage the advantages of automation as a transformative, cultural and process catalyst because they are interdependent. Definition of Terms There are many terms involve in implementing Call Centre as an outsource business to the company and for IT outsource, it has its own standard to follow. For example, IBM conducts IT service delivery (ITSD) based on Information Technology Infrastructure Library (ITIL) standards. IT service management (ITSM or IT services) is a discipline for managing Information Technology (IT) systems, philosophically centered on the customers perspective of ITs contribution to the business. ITSM stands in deliberate contrast to technology-centered approaches to IT management and business interaction. Feldman (2007) mentioned that Providers of IT services can no longer afford to focus on technology and their internal organization, they now have to consider the quality of the services they provide and focus on the relationship with customers. The Service Delivery Structure describes accumulations of the customers accumulated in the system. The derivative between flow-in, customer flow rate, and flow-out, service completed rate, determine stock level. The dynamics of service delivery management will be comprised of four feedback structures: labor structure, capacity structure, cost structure, and service delivery structure. Service backlog or work in process, the stock of the service delivery structure, depending on customer flow or order rate and service completed rate or order fulfillment rate. Accumulations of stock stem from derivative of flow-in and flow-out at the points of time (Phoomphuang S., 2004). Service Desk is the place where exist the receipt and resolution of service requests, technical guidance, communication, etc. The central contact point between users and IT staff (Steel, 2008). Also it is the first place that the customer contacts when they have a problem or any request. Service Level Management (SLM) ensures that the agreed services are delivered when and where they are supposed to be delivered. SLM is a very important concept concentrating on value which is an intangible concept. If this value is destroyed by breaching any part of the Service Level Agreements (SLAs), it can have some negative consequences for the service provider as the customer will be dissatisfied. Information Technologies Infrastructure Library (ITIL): ITIL best practices were first developed in the 1980s by the British governments Office of Government Commerce (OGC) formerly called the Central Computer and Telecommunications Agency. ITIL is a collection of best practices that have become widely observed in the IT service industry and a detailed framework of a number of significant IT practices, with comprehensive checklists, tasks, procedures, and responsibilities that are designed to be tailored to any IT organization. ITIL suggests that any IT operation should have some form of help desk where users of IT can ask questions or resolve problems. ITIL describes recommended best practices such as how to investigate and solve reported problems called into the operations help desk. These are the best practices and processes that are necessary for IT to process its applications in an efficient, controlled environment (Moeller, 2008). ITIL and IBM Service Delivery Process IBM has its own implementation of ITIL for IT service management. The service starts as soon as the contract is signed between the customer and IBM. Service delivery and service support team take control after contract is signed. IBM uses its own processes in order to deliver the services agreed contractually. IBM staff has to be familiar with these processes in order to deliver the services without any problem. These processes are standard and consistent across the globe for IBM and they are collected under different folders at IBM. These can be thought as related processes defined in ITIL collected under different titles. IBM procedures are confidential and cannot be described (Nazimoglu Ozsen, 2010). In business, the fit between the business strategy with respect to products and services provided to external customers and the internal structure of the enterprise is critical for economic performance and efficiency. Henderson and Venkatraman (1993) had concluded that the strategic alignment fits between external and internal business and IT strategies. Business strategy can drive IT strategy as well as the organizational and IT infrastructure, but IT strategy can also enable new and enhanced business strategies. Functional integration of business and IT makes IT a source of Competitive advantage. Environment The IBM Regional Contact Centre (RCC) has empowered IBM Malaysia to be more responsive, variable, focused and resilient by enabling the company to respond with flexibility and speed to any customer demand, market opportunity or external threat. The RCC is the sixth regional centre that IBM has established in Malaysia, after the Asia Pacific South Regional Administrative Support Centre, the Asean/ South Asia Regional Technical Sales Support Centre, the Asean Regional Support Centre for Integrated Technology Services, the Asia Pacific South Accounting Centre, and the IBM Global Financing Regional Centre for Asean/ South Asia, Greater China and Korea. The RCC supports four prime business functions: Teleweb marketing suport services, backoffice customer support services, and integrated technology support services, which cover the Asean region. The fourth business function is the strategic outsourcing helpdesk which supports the Asia Pacific region. The RCC is the latest of the companys 11 regional shared-services centres and is equipped with a multilingual workforce that caters for nine languages, including Tagalog, Japanese, Korean and Thai. Organization IBM has eleven regional centres located in Malaysia to support the IBM Corporation globally. Six of these centres are Operational Headquarters (OHQs), a status awarded by the Malaysian Industrial Development Authority (MIDA) to companies serving their offices regionally and globally. Located in Plaza IBM, headquarters in Bandar Utama, these centres are: IBM Asia Pacific Accounting centre: Provides accounting services for IBM in Asia Pacific, such as costs and revenues, Inventory/PIMS, DSW Software Accounting, monthly financial closing and reporting, expense accounting, APSC, WTAC, IGF accounting, services accounting, business control, SOX, statutory accounts and country accounting operations. IBM Asia Pacific Competency centre: Provides end-to-end administrative services, such as customer records, loading of customer orders, contract preparation, scheduling (negotiating with various plants in the world for supply to meet customer requirements), inventory management, billing, accounts receivable collection, systems controls and testing. Asia Pacific IBM Global Financing centre of Excellence: Manages most of the administrative and back-office tasks for the whole of the Asia Pacific region, such as contract creation, lease inception and booking of contracts into a lease portfolio system. Supports contract management, fulfillment, pricing, financial planning and internal controls. It also centralized financial management information and planning support to IBMs country leaders and management teams across the Asia Pacific region. Other areas of support include administration, forecasting, budgeting and financial analysis. IBM World Wide Competency centre: Delivers efficient, global common processes, tools, and applications with standardization, simplification, and automation, in order to accelerate IBMs positioning as a global integrated company. ASEAN Regional Technical Sales Support centre: Provides pre-sales technical support and technical enablement to ASEAN, Asia Pacific and other parts of the world which cover IBM hardware and software offerings. IBM Regional Contact centre (RCC): Provides integrated technology support services, pre-sales technical support and strategic outsourcing help-desk for the ASEAN region. Offers technical assistance in English, Mandarin, Cantonese, Japanese, Korea, Bahasa Malaysia, Bahasa Indonesia, Vietnam and Thai. IBM is a company that strives to lead in the creation, development and manufacture of the industrys most advanced information technologies (IT), including computer systems, software, networking systems, storage devices and microelectronics. The companys business in ASEAN/SA is primarily comprised of sales and distribution of services, hardware, and software. These offerings are bolstered by IBMs research and development capabilities. IBM can also provide financing depending on its customers needs. The fundamental strength of this model is IBMs ability to assemble the optimal mix of these offerings to design tailored solutions for customers. IBMs operations in ASEAN/SA cover countries including Singapore, India, Malaysia, Thailand, Indonesia, the Philippines and Vietnam. IBM in Malaysia is a wholly-owned onshore subsidiary of IBM World Trade Corporation. In IBM Malaysia, there are a few thousand employees of diverse backgrounds and talents serving in professional and support function roles, including regional positions. IBM Malaysia is committed to playing a major role in cultivating the use and development of IT in Malaysia, a mission that mirrors the Governments objective of making the country a regional and global hub of knowledge-based industries. IBM Malaysia is to be completely local organization in terms of expertise, 52% of our employees are women. The company is also heavily involved in developing local capability through a string of alliances (Are you an IBMer, 2010). Moreover, IBMers collaborate every day with their over 390,000 colleagues with growing networks of clients, advocates, experts and peers and with our neighbors, local organizations and millions of people they have never met and never will meet. This is simply how business is done in a globally integrating economy (About IBM, n.d) to support the integration of processes and operations; IBM has Globally Integrated Enterprise (GIE) governance. It puts the focus of decision makers on end users, productivity, standards, and integration to achieve maximum value from business transformation investments (BT/IT Governance, n.d). Furthermore, the GIE governance system emphasizes cross-functional and cross-unit team. Leadership and management roles are designed to pro vide clear ownership of the end-to-end business model and create a means to coordinate processes and transformation initiatives across organizations (BT/IT Governance, n.d). IBM has chosen Malaysia for its regional contact centre to serve the Asean region amid keen interest shown by other nations to have one here. The IBM Asean Regional Contact Centre (RCC) is due to start operation in Cyberjaya in the middle of the year 2003. The RCC, to be managed by some 60 staff, would provide support services to IBM business units, business partners and customers in five Asean countries namely Indonesia, the Philippines, Singapore, Thailand and Malaysia. Currently, the numbers of IBM clients have increased and the support countries among Asia Pacific have also been added China, Japan, Korea, Vietnam, India and Australia. Thus, the numbers of IBM RCC staff now have been increased to more than 100 including both local and international staff to support clients based on native languages offer. The support services include tele-sales and tele-marketing, customer support operations, and so on. Locale IBM Malaysia Sdn Bhd is investing RM 8 million to set up its Customer Support Operation (CSO) center in Malaysia that would operate as a hub for end-to-end order procurement covering 17 countries in Asean and South Asia. The CSO allows electronic ordering from IBMS manufacturing plants, receiving orders from its customers and business partners, collaboration among co-workers through e-mail and supporting of IBM Asean and South Asia business units and partners (IBM Malaysia to Spend RM8 MLN on Customer Centre, 2000). The location of IBMs CSO is in Cyberjaya. This department provides integrated technology support services, pre-sales technical support technical enablement, strategic outsourcing help-desk for the ASEAN region which cover IBM hardware and software. This department also provides post sales technical support and services and also remote technical support for all IBM hardware and software. A customer support representative also will assist the clients about their contract enquires, invoice enquires. IBM CSO Offers technical assistance in English, Mandarin, Cantonese, Japanese, Bahasa Malaysia, Bahasa Indonesia, Korea, and Thai. The case study was conducted at IBM Regional Contact Centre (RCC), Cyberjaya. The company is focusing on IT outsourcing which offering IT support; service desk or helpdesk to IBMs clients. There are only three main departments at RCC; Human Resource Recruitment, Financial and IT department. There are many sub departments under IT department, each department has its own name based on the client or project that their handle such as IGA (IBM Global Assistance), Merk, Maxis, Michelin, DBSchenker, Singapore Airline, BMW, Lenovo, JLL, DOW, Celestica, Philips, Affin Bank, and etc. Each department or team may have some different application based on clients application, but there are some applications and software that most of the team have such as Windows XP, Microsoft Office, Lotus notes, Sametime, Citrix (Mainframe), AS400 and others. The team will have their own Knowledge Management and Knowledge Based which provided by IBM databases, so they can find their source of knowledge, better understanding and solve the problem within short period of time. IBM provides IT outsources to the clients based on Service Level Agreement (SLA) and Service Level Objectives (SLO). In IBM RCC, one manager and one agent can handle more than one projects, at least one person should support two projects based on Global Delivery Framework (GDF) standards. Both teams that an agent or manager handle may have some different and similar applications to support. Protagonists The case was conducting at IBM, Cyber Jaya. We made an appointment with one of Transition managers to be our interviewee. His name is Trevor Thum and his position is under Integrated Technology Delivery (ITD), End User Support. Trevor is a young manager who handles many projects. He started working at IBM RCC as first level support; service desk. After few months, he had become Windows support for Affin Bank project. Two years later, he has been promoted to be a manager. During the interview session, there was a weakness; most of IBM information are confidential and cannot be disclosed. However, he provided us some guidance for our reference. Referring to the organizational chart of a team, it will consist of manager, focal manager, team leader, and agents. The agents will be more than five depends on customers request and how large the project is. Moreover, if there is any issue from customers such as complaint, an agent will raise it to Team lead, then team leader will discuss with focal manager. Later on, both of them will have a meeting with Trevor and he will decide what should the team handle this complaint and prevent it in the future. If he cannot find the solution, he will propose it to his manager or upper level for finalize and explain to the customers for the mistaken or any other reasons. Furthermore, when there is an additional application requested by clients, manager will have a meeting for more information and explain to team leader to train all agents to ensure that everyone is educated and ready to support users before it launches. In addition, if there is a new client registered to IBM RCC, the top manager will assign the project to one of team manager who deserves for the project, then the team manager will have meeting with client for SLA, SLO, and other requirements based on customers request. After that the team manager will start to hire new agents to support customers and handle the call. For recruitments, the team manager will cooperate with Manpower on staff hiring. Once Manpower got a new candidate with qualification, they will make an appointment with team manager for interview session. Then the team manager will decide whether hire this candidate or not. If IBM team manager decide to hire that agent, the agent will be first trained by Manpower staff and proceed with the training of particular project mentors by team leader and other experience agent. After one month of training, the team leader will do test call with the agent to make sure that the agent is expert enough to handle users calls and re ady to Go Live (the date of project begins with IBM starting from the day that has been signed on SLA contract. The team performance will be depended on SLA and Key Performance Indicator (KPI). However, IBM will decide either to increase agents salary or monthly incentive amount based on agents daily performance, compliment from customers, and team contribution. Figure 1. Team Organization Structure Situation Nowadays, nobody disputes the IT importance as the backbone for commerce. IT implementation helps company to reduce operational cost and increase revenue and profit significantly, although some of company not so well in utilizing IT resources. Beside many good stories from some of company, others also have the failure story in adopting IT capabilities caused by collaboration or implication on high investment, structure complexity, dependencies, changes of trends, dynamic environment, etc. Arguably, it affected the strategy direction of some company with IT and business alignment concept was proposed to improve marketplace competitiveness and increase financial performance. The concept comes at the picture to bridge the gaps of the difference between IT capabilities and business value whereby some organization fail to exploit the full potential of IT investment, adaptable infrastructure and service integration into their environment. Most company stayed still to look which product cou ld be accepted by customer significantly and then come up with clone product with achievable or imitable capabilities like the first one. It happened because the high competition in the market place to locate, not only what product customers want tremendously but also satisfaction and prestige point as well as the consideration. It involves high risky IT investment that might lead the financial become unbalanced so some organization became really careful to make decision, better wait rather than as the pioneer. The trend of IT and business alignment such as virtual office, electronic transaction, off shoring, utilizing private cloud, clone product, high tech consumption, etc. IBM, HP and Dell see other opportunities in renting their knowledge in technical solution as the service to other companies. For IBM, the service delivery optimization is not only about cost savings. IBM views optimization as the process of producing the highly efficient and dynamic infrastructure in exploiting full potential business value from IT investments, and of course emphasizing the responsive improvement and return on investment. IBM approached with holistic and client centre by the reduction of architectural complexity, integration and automation of IT process, business innovation support, customer expectation satisfaction and scale more effectively. IBM has gone through hundred processes engaged various customers across industries in the two decades, these experience and knowledge should be treated as the cr itical asset of the organization or as the intellectual capital consists of solution templates and reference architectures. In short, IBM didnt learn service delivery optimization from a book; IBM is writing the book. By establishing a clear understanding of an organizations optimization objectives and goals, IBM can help to ensure that IT investments are in alignment with the overall business strategy so that subsequent projects can provide real value. The evolution of IT from a technology to a business focus consider various factor drivers those are the compliance, complexity, speed of change and cost. The need to evolve IT should involve the three key ingredients at the heart of service delivery optimization as well, which are IT governance, operating model and funding management while a deficiency in any of these areas will alter and disrupt the outcome significantly. Before the evolution takes the step closer, the identification of IT environment also necessary for opportunities and optimization those are application and data, network, computing and storage, finance and process. For example, the business strategy of one company need to integrate the decentralize data store into centralize data warehouse that need, its the chance to be utilized to remain competitive. Meanwhile, the different culture in organization might be consideration too, that make the difference in priorities, assets and process. IBM will elaborate the stan dard approach with the end-to-end solution that applies the industrys best practice in the reference architecture concepts. Figure 2: IBM Strategic IT Model The strength of the relationship between customers (business side) and service providers (IT organization) decide the direction of success in service management. Beginning in 1997 and 2007 (IT optimization as a source, 2007), IBM started optimizing its own complex, far-flung environment, reaping substantial benefits in operational cost savings as the figure 1 depicted. Its important for the IT organization to provide the lowest-cost operation, but its not sufficient to support business strategies and planning. IT needs to develop other strengths out of efficiency in costs, such as supporting business customers have optimistic view to compete in the markets as well as faster the operation scalability. In this case, figure 2 shows the significant changes happened in IBM company that chose to have a proven, pragmatic and holistic view that even reduce the number of manager inside the organization with the most experience person as well as single source funding by consolidating infrastru cture and application at competitive rates. The level performance is also a point of developing the maturity of the service management capabilities, which drive the operation model of the technology organization. The organizations faces the dreadful challenge of increasing the quality and quantity of services provided to the business such as cloud computing and clone products, while addressing rising technical complexity, cost pressures and tension, faster trend changes and compliance issues at the same time. However, with traditional resources and system management approaches, its clearly impossible to provide effective support for the business and efficient use of technology resources. In the end, IT service management has evolved as the standard for managing effective service delivery optimization that requires: Enable comprehensive business capabilities to support the complete service life cycle from service design to service optimization. Differentiates the value of what you offer, on what terms and in what form, so that it surpasses what customers consider as alternatives. Building a clear understanding of the uncertainty, risks, change and trends. Gather both business and technology stakeholders to define the common goals and future goals. Decide the important priorities and sequence opportunities to improve the financial performance. Competitive payment terms and single-contract simplicity to increase the flexibility. Identifying, articulating and gaining executive management support. End-to-end solutions supported by a worldwide knowledge network as the minimum standardization for supporting business plan. Reduce complexity and cost as well as improve value-added service to meet service levels. Promote customer satisfaction and internal efficiencies to obtain innovativeness and creativeness. In the easiest way, IBM tries to do approach by translating into four elements IT value in meeting with business planning which consist of enablers, improvement, reduction and promoter. The main issues in this case regard the service delivery is how to maintain the service delivery as the competitive advantages in relation with other similar offered-service company that could accommodate right solution matching with latest situation in the environment. The approach to service delivery optimization