Saina Neval free essay sample

Saina Nehwal (born March 17, 1990) is an Indian Khel Ratna winning badminton player currently ranked number 2 in the world by Badminton,[4]. Saina is the first Indian woman to reach the singles quarterfinals at the Olympics and the first Indian to win the World Junior Badminton Championships. Saina Nehwal made history on June 21, 2009, becoming the first Indian to win a Super Series tournament, by clinching the Indonesia Open with a stunning victory over higher-ranked Chinese Wang Lin in Jakarta. The Super Series tournament is roughly equivalent to a Grand Slam in tennis). Saina won her second career Super Series title by winning the Singapore Open title on June 20, 2010. She completed a hat-trick in the same year by winning the Indonesian Open on June 27, 2010. This win resulted in her rise to 3rd ranking and subsequently to No. 2. Later in the same year she also won Hong Kong Super Series on December 12, 2010. Previously coached by S. We will write a custom essay sample on Saina Neval or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page M. Arif, a Dronacharya Award winner, Saina is the reigning Indian national junior champion and is currently coached by Indonesian badminton legend Atik Jauhari since August 2008,[5] with the former All England champion and national coachPullela Gopichand being her mentor. Saina was born in Hisar, Haryana and has spent her entire life in Hyderabad, India. Her foray into the world of badminton was influenced by her father Dr. Harvir Singh, a scientist at the Directorate of Oilseeds Research, Hyderabad and her mother Usha Nehwal[1], both of whom were former badminton champions in Haryana. She is the top ranked player (women) in Indian Badminton history. [6] Childhood and early training Saina was born in 1990 in a Jat family from Haryana. Her birth was a big disappointment to her grandmother as grandma wanted a boy [7] In December 1998, Sainas father took her to meet Coach Nani Prasad at the Lal Bahadur Shastri Stadium in Hyderabad. Seeing potential in the girl, Prasad asked Singh to enroll Saina as a summer trainee. Harvir Singh and Saina, who was 8 years old at the time, would wake at 4am every morning and head to the stadium which was 25 km away. After two hours of practice, Singh would drop Saina at school on his way to work. Sitting behind her father on his scooter, Saina would often fall asleep on these journeys which prompted her mother to accompany them for the next three months. In order to keep up with the rising cost of her training, Saina’s father withdrew money from his savings and provident fund. The tight-rope walk continued until 2002, when sports brand Yonex offered to sponsor Saina’s kit. As her status and rankings improved, the sponsorships increased. In 2004, BPCL (Bharat Petroleum Corporation Limited). [8] signed the rising star onto their payroll, and she is also supported by Olympic Gold Quest. [9] Saina Nehwal won 2010 Commonwealth games gold in Womens Singles Shuttle badminton held in Siri Fort Auditorium, Delhi,on 14th October 2010.

How to Land a Column Writing Gig

How to Land a Column Writing Gig In the midst of scouting regular paying assignments, writers often neglect to consider the benefits of column writing. Regular columns bolster your confidence as a writer and provide credibility to your career. Weekly and monthly columns appear in a variety of publications and need writers. Columns provide established deadlines that keep you writing regularly and give you a boost when the paycheck arrives. Here are a few tips on how to find one suited for you. 1.  Ã‚     Read Local Publications Local and community publications are the easiest to break into, particularly if you have limited writing experience. When we moved to a new town recently, I browsed local magazines at the Chamber of Commerce and began reading every circular that hit our mailbox. Upon finding a monthly publication with articles I enjoyed, I queried the editor with suggestions for a column that matched the publication’s style and content and included links to previous articles I’d written. She suggested we begin a trial period of six months before determining if it was a fit. I’m thankful to report I’ve been writing for them for more than a year. 2.  Ã‚     Pay Attention to Magazine Details and the Needs of the Editor Querying an editor of a local women’s publication after noticing a change in the content helped me land my first column gig. I had been reading Women’s Inc. for more than a year when I noticed the Wellness column disappeared. I wrote the editor to inquire and learned the regular columnist had left the position. After I submitted a few samples, she asked me to write a guest column. Shortly after, I was hired as a monthly columnist. 3.  Ã‚     Capitalize on Your Expertise Find publications that have general content related to your interests and suggest a unique angle or subject matter that matches your expertise. Although I was not published when I queried Women’s Inc., I had a master’s degree in Psychology and Counseling. Once I proved I could write satisfactorily, it was a perfect fit for both of us. 4.  Ã‚     Network with Other Writers Online writing groups, critique groups, and writer’s conferences are great places to meet other writers who can help you find opportunities suited for your particular writing. Be bold in asking more established writers for help. Years ago, as an avid reader of Lifeway publications, I met an acquaintance at church who I learned wrote for the national organization. Longing for the chance to write for one of their magazines, I summoned my courage and called her on the phone to seek her advice. She invited me to lunch to learn more about my writing dreams. Soon after, she alerted me to a Lifeway blog and an editor seeking writers for my niche- blended families. I immediately contacted him and submitted a few posts for free before landing a regular paying column. I’ve now been writing a monthly column for Lifeway’s publication, Parenting Teens, for four years. 5.  Ã‚     Don’t Shy Away from National Publications With a few writing clips to show, national publications might be attainable. Many editors - particularly of national magazine - prefer a writer submit six columns as part of the â€Å"interviewing† process. Again, use your expertise, network with other writers who can offer advice on the publication you’re interested in, and determine an editor’s need to find one that’s a match. As one who began my writing career as a monthly columnist, I found identity as a writer after seeing my name in print month after month.   Exploring the world of column writing offers exciting opportunities that keep your creative energy flowing and enhance your writing career in the process.

Current issues in hrm - Final report (build up from the draft report Essay

Current issues in hrm - Final report (build up from the draft report. id no.78155928) - Essay Example Equal opportunity concentrates on eliminating any forms of discrimination and embarks on respect and fair treatment for all. Both the management of diversity and equal opportunities are policies which the human resource department should manage to create strategic plans to implement throughout the organization. Managing diversity recognises that every one is unique and that people have different abilities to contribute to organisational goals and business performance. This is what is termed as a ‘valued-based approach’, which enables organisations progress towards embracing equality. When it comes to equal opportunities organisations aim at following the law and not really harnessing the potential advantage of a diverse workforce or checking to ensure that diversity is not an obstacle to achievement of organisational goals. However, managing diversity is pro-active approach that seeks to root out any unfair bias that affects operational activities, and it goes beyond follow the law to extent it is about being competitive or surviving in the market place. Managing diversity is inseparable from the core functions of the HRM system, as it is connected with the development of communication within the organisation, as well as creating a flexible system of psychological and economic motivation so that to boost the employees’ performance. As the competitive advantage of any company depends upon its staff and their characteristics, diversity becomes crucial to consider while talking about managing personnel. It is essential for the human resource department of companies to integrate the personal attributes of its employees to form a cohesive unit. Social management is therefore an inseparable part of HRM. The end of the 19th century was characterised by a rapid transition from national to multicultural societies, and this transition concerned organisations as well ( ). These changes are extremely important, as

OPM300 - Intro. to Operations Mgmt Essay Example | Topics and Well Written Essays - 500 words

OPM300 - Intro. to Operations Mgmt - Essay Example From here the products move into the maturity stages and finally into the decline stage. Hence the product life cycle fits in the Regal products perfectly and each product that the company produced goes through the product lifecycle before declining and exiting the markets. It is important for Regal to identify the stages where each of its products is so that it can develop new products in a planned manner.  In order to remain competitive Regal produces all boats in four stages, i.e. introduction, deign conceptualisation and once the design is conceptualised, then it tends to be more easier to put the design through the CAD models as well. The next stage includes the introduction of the product into the market. Here due to the innovations and the constant corrections and improvements, the products of the company grow well and fast in the markets and also helps in keeping a constant mix of new designs within the markets. This then leads to the maturity stage of the life cycle. The c urrent strategy adopted by Regal is the product differentiation. Here the company keeps developing innovative products to meet its competition and to also provide better and higher value to the customers. For example it developed a 3-passenger Rush a boat priced at $11,000 that could pull a water skier.

Slogans Used By Indian Brands

Slogans Used By Indian Brands on their role in advertising effectiveness, Slogans with power-packed words conveying what the brand stands for are handy tools, for all companies big and small. One is yet to see a brand which expresses itself without words. Integral to brand building unequivocally are slogans. Slogans and non verbal messages reinforce each other in communication effort. A unique and winning slogan should be a product of aggressive brain churning done by more than one individual over a considerable length of time rather than just a few hours. Slogans framing calls for pooling of talents, clarifying of vision, visualizing of the graph line of products growth and evolving of a communication strategy. The exercise involves efforts of many creative people cutting across all echelons of organizational hierarchy, but primarily with a lead role assumed by top brass. Efforts and seriousness shown in slogan making foretells the future success of the brand, since it covers a wide range of decisions including strategic as well as tactical ones, if at all right decisions are anything to do with brands success. This paper explores whether the use of slogans for Indian brands can play vital role in advertising effectiveness, and tells what message to be conveyed by the use of slogans and by what features the slogans should be made to make them effective . Key words: Advertising Slogans Nomenclature Criteria Effectiveness Slogans used by Indian brands: A brief analytical study on their role in advertising effectiveness CONTENTS: ADVERTISING MESSAGE NOMENCLATURE OF SLOGANS CRITERIA FOR A WINNING SLOGAN DISCUSSION CONCLUSION REFERENCES ADVERTISING The word advertising is derived from the Latin word, advertero which can be broken into ad and verto means towards and I turn respectively. Literally it means to a specific thing. The definitions committee of the American Marketing Association (AMA) defined (1960), advertising as any paid form of non-personal presentation of idea, goods or service by an identified sponsor. Advertising is purposeful communications designed with a view to specific objectives. Advertising attempts to persuade prospective buyers to buy a product/service. Stanton observes that advertising consists of all the activities involved the presenting to a group a non-personal, oral or visual, openly sponsored message regarding a product, service or idea. The message called an advertisement is disseminated through one or more media and is paid for by the identified sponsor. Hausen says that advertising includes those activities by which visual or oral messages are addressed to the people for the purpose of informing them and influencing them either to buy merchandise or service or to act or be inclined favorably towards idea, institutions or persona featured. In contrast with publicity and other forms of propaganda, advertising messages are identified with advertiser either by signature or by oral statement. In further contrast to publicity, advertising is a commercial transaction involving payment to publishers or broad casters and others whose media are employed. Shapiro defines advertising as a non-personal paid message of commercial significance about a product, service or company made to a market by an identified sponsor. Advertising according to Kotler is any paid form of non personal presentation and promotion of ideas, goods or services by an identified sponsor. Thus in developing an advertising program one must always start by identifying the market needs and buyer motives and must make five major decisions commonly referred as 5 ms (Mission, Money, Message, Media and Measurement) of advertising shown in below figure 1: Message Generation Evaluation Selection Execution Social Responsibility Mission Sales goals Advertising Objectives Money (Budget) Factors determining budget are Stages in PLC Mkt share consumer Base Competition Ad frequency Product substitution ability Media Reach, frequency impact Major media types Specific media vehicles Geographical medium allocations Social Responsibility Measurement Communications impact Sales impact Fig. 1 : The five Ms of Advertising MESSAGE Message is a product of creativity. Creativity is the ability to produce original ideas. Creativity influences advertising much before visualization and copy writing. Planning of the ad, takes a great deal of creativity. Message should consist of the following elements shown in the following figure 2. Message Non-verbal Elements Music Color Trade mark / Brand mark Picture Unusual sound etc. Verbal elements Headlines Sub heads Body text Slogans Right proportion of each results in Creative mix Fig 2. Elements of Message-Creative-mix The verbal elements and nonverbal elements in the right proportion (given the product, target market, and other things) results in the creative mix which create more attention value for the advertiser. A brief description the elements of message are presented as follows: Music Music has high attention value and is capable of arousing emotions. Mostly, life-style advertising adopts this format. It is popularly used for personal care products, soft drinks and so on. This format makes audience remember the brands and the company. Recall of ad by consumers even amidst busy life actively, is possible owing to music insertion. Color Colors are often used to attract the attention and also to introduce memory value. Color possesses three qualities or attributes namely (a) the symbolic hallmark of Quality (hue) (b) the degree of lightness or darkness of a color (value) (c) intensity or purity of hue or the strength of a color (chroma). Trademarks / Brand Marks / pictures These also checked with the intention of relating the ad to the company or product and hence more memorability is possible. Unusual sounds These play an important role in the creation of more attention value and memorability for example, Lijjat papad ad carries at the end of the ad unusual sounds being produced by the pet animals. Headlines sub heads Usually headline appears at the top of the body-copy but is not always. In some cases, headlines appear at the bottom or middle space of the ad. Generally, it is set in bolder and larger type and its short and drags the reader to the body text. When body text is lengthy, the message is divided into paragraphs and each is given a subhead to highlight the theme of the paragraph. Body Copy It forms the main part of the ad apart from visual elements, headlines and captions. The size of the body text differs from ad to ad and some ads may contain a shorter body text and for some other, it will be larger. For technical products, generally the body text is lengthier. Slogans A distinctive catchy phrase that serves as a motto for a campaign brand, or company. It is used across a variety of marketing communication messages and over an extended period of time. Slogans are a short phrase used in part to help establish an image, identity or position for a brand or an organization, but mostly used to increase memorability. (Gurnn, Allen, Semenik, Thomson south-western, Vikas publishing house, ND, 2003). In other words, slogan is a set of short, simple, clear catchy and colorful words used to attract and hold the attention of the customer. The slogans should be short, direct, sweet, easily pronounceable, easily remembered, time proof and yet pleasing to ears. It is a concise but an effective way of telling an idea. Slogans also facilitate the conduct of tests of marketing research. The purpose of which is also called a strap line, in an advertisement is to leave the key brand message in the mind of the target (Foster Timothy R V, Ad slogans unlimited). NOMENCLATURE OF SLOGANS Slogan nomenclature varies from place to place. In many parts of the world and also generically, they are called slogans. In the USA, they are tags and taglines. In the UK, they are end lines, endlines or strap lines. In Germany they are called claims where as in France signatures. In the Netherlands, slogans are called payoffs. By and large, slogans are treated as trademarks. CRITERIA FOR A PERFECT SLOGAN Charless L Whittier in his book Creating Advertising says slogan should be a statement of such merit about a product or service that it is worthy of continuous repetition in advertising, is worth while for the public to remember, and is phrased in such a way that the public is likely to remember it. Foster Timothy has proposed the principles of framed dos and donts a perfect slogan as follows: A Slogan should be memorable When a person is able to recall the line without any aid, the slogan is said to be memorable. The more the repetition of the slogan the more is its memorability. It also depends on the brand heritage and the big ideas conveyed successfully through advertisements. Further interest-provocative and contextual illustrations or story, alliteration, specially coined words, puns, antithesis and rhymes are good ways of making slogans memorable. Tongue- friendly phrases and happy brand experiences make the slogan memorable. Brand equity is a function of memorability. Memorability improves the shelf life of a slogan. A few cases of rhyme-filled and memorable slogans are hereunder: Examples Alliteration: Syndicate Bank: Reliable, responsible (CFA, Jan 2003) ICICI Bank: Safer, simpler, smarter (Eenadu, 13-2-2003) Rhymes: Andhra Bank: First in Service Best in banking (CFA Jan 2003) Canara Bank: Serving to grow Growing to serve (FE Feb 2003) Puns : ACC cement : Double action, longer life (DC, 14-02-03) Amway : Better ideas, better life (TOI 16-02-2003) A slogan should aid in the recall of the brand name By reading the slogan, one should be able to remember the brand name of the product/ company. Ideally the brand name should be included in the slogan. The best way for bringing the brand name into spotlight is to frame the slogan with a rhyme in it. For example: Brand name : Maruthi zen: just add zen to your life (BT 02-02-03) Yamaha Enticer two wheeler: Blue blooded yamaha (TOI 4-2-03) National school of banking: At NSB we teach success (TH 10-2-03) Rhyme: ESPN channel: Think better, win bigger (TH 8/2/03) Thomos cook (Tourism) : Best holidays, honest prices (TOI 3/2/03) Vellore institute of Technology: A place to learn, a chance of grow (TH 5/2/03) Amarraja Batteries: lasts long, really long (India Today Jan 20/03) A slogan should contain a key benefit Many advertisers include key benefit in the slogan to convey about the benefit to the consumer in a concise way. For example. Key benefit Product/company Slogan Source Safety for the investment Mutual fund (First India MF) Where safety comes first Brand Equity quiz book Jan 2003 Prosperity Can Bank MF Together for long term prosperity Fortune India Jan 31-03 Better training Amity B-Schools We nurture talent TOI 3/2/03 Quality of life GE country wide consumer financial services (personal loans) We bring good things to life. DC 10/02/03 Mileage TVS Suzuki victor More smiles per hour TOI 11/2/03 New things National Geographic TV channel Before we make programme, we make history National Geographic Channel A slogan should differentiate the brand A slogan should depict a characteristic about the brand that sets it apart from its competitors. For example. SOTC world Famous tours: the smartest way to see the world (TH 3/2/03) HSBC Bank : The worlds local Bank (Readers Digest Jan 03) Western Union : the fattest way to receive money world wide (TH 3/2/03) Kurlon mattresses : Pure sleep nothing else (Readers digest Jan 03) Voltas AC : Acs with IQ (TOI 14/2/03) The Indian express newspaper : Journalism of courage, (Network magazine Jan 03) Sansui TVS : Better than the best (DC 3/2/03) SERVO (lubricants) : World class engine oils (CFA Jan 03) JK Tyres : total control (BT 2/2/03) A slogan should invoke positive feelings about the brand A slogan should invoke positive feelings about the brand by conveying the benefit/comforts or the uses of the product/service in a compact form. For example. Yashoda hospital (Super specialty) We hope you will never need us, TH 8/2/03 Apollo Hospital Touching lives DC 5/2/03 Oyzterbay (Jewellery) Jewellery for the living TOI 10/2/03 Air Sahara Emotionally yours TH 11/02/03 Cathay pacific (Air liner) Now youre really flying Bran Equity Quiz book July 03 State Bank of India With you all the way, Readers digest Jan 03 HDFC (Home loans) With you right through, TOI 3/2/03 JK Papers Creating lasting impressions, BT 2/2/03 South Eastern Railways Striving for excellence , DC 16/02/03 Birla Ready mix concrete for construction concrete on call, TH 13/02/03 Global hospitals Medical Excellence through team work. TH 16-02-03 Salora (TVS) The perfect match, TH 16/2/03 LIC (Jeevan Suraksha) Self reliance for life, TOI 14/02/03 Zurich India Building a worry free world, TOI 6/2/03 A slogan that is reflect the brands personality Personality implies habitual patterns and qualities of behavior of any individual as expressed by physical and mental activities and attitudes, as well as distinctive individual qualities of a person consider collectively. For example: Idea Cellular Idea prepaid card: An idea can change your life DC 6/2/03 Network associates (network security ) :your network our business, Data quest Jan 31-03 LG Electronics : Expand your life DC 4/2/03 ICICI Prudential (Life Insurance) :We cover you, At every step in life TOI 4/2/03 New City Hospitals Secbad :Treating you with care Indian Express 4/2/03 SBI (Life Insurance): with us, youre sure TOI 5/2/03 HDFC Bank (Credit Cards) : we understand your world TH 14/2/03 Khazana furniture: your status, your taste your class, Our solution, TH 15/2/03 Franklin India Blue chip Fund (MF) : Performing consistently for you TH 17/2/03 Financial Express: What people in the chair gave on their table FE 1/2/03 Eureka Forbes (Aqua guard water purifier) : your friend for life, Brand Equity quiz book Jan 03 IFFCO -TOKIO General insurance: the life you deserve BT 2/2/03 Birla sun life insurance : Your dreams our commitment. BT Jan 20/Feb 2 2003 A Slogan should be strategic Some companies convey their business strategy may effectively through the use of slogans, such as BSNL (telecom) : Connecting India, TH, 8/2/03 Vignan Schools : Global standards, India values TOI 8/2/03 Hindalco (Aluminum) : World Class Quality TOI 9/2/03 Siemens (Telecom) : Global network of innovations DC 17/2/03 Patni computers : World wide partnerships World wide solutions ,TOI 5/2/03 Matrix labs : Chemistry together TH 5/2/03 Wipro (Soft) : Applying thought TH 5/2/03 Nokia (Cell phones) : connecting people ET 5/2/03 Malaysia Airlines: Going beyond expectations, BI Jan 20 Feb 2 03 Jagan Institute of mgmt: Developing the corporate leaders of tomorrow , Indian mgmt Jun 03 UTI (MF) : For you better tomorrow, CFA Jan 2003 A slogan should be campaignable When the slogan works across a series of advertising executions, the slogan said to have some shelf life. For different ads with different story boards, if the same tagline used, the tag line said to be campaignable. For example: Pepsi (Soft Drink) Yeh dil mange more Telcos Tata Indica More car per car Reliance infocomm Karlo duniya mutti mein Nokia cell phones Connecting people BSNL (telecom) Connecting India Wipro Soft Applying thought Boost (energy drink) Boost is the secret of our energy Raymond Garments clothes The complete man H BO (TV channel) Simply the best Voltas (ACs) Acs with IQ A slogan should not be usable by a competitor One should not be able to substitute a competitive brand name and use the slogan. Further a little modification in the line which does not lead to any change in the theme conveyed by the companies. For example Nokia (Cell phone): Connecting people ET 5/2/03 BSNL (Telecom): Connecting India ET 5/2/03 SBI (Home loans): with you all the way , Readers Digest,03 TATA AIG (Insurance): with you always, BI,Jan20-Feb 2,03 HDFC (Home loans): with you, right through, Readers Digest Jan 2003 LIC (Insurance): with you all the time , FI,31/1/03 Bank of Baroda: Banking on Relationships, BI Jan 20 Feb 2 03 The Ohanalakshmi bank Ltd : Relationships forever, Fortune India 31/1/03 AIMA: Excellent in mgmt, CFA Jan 2003 ICFAI: In search of excellence, India Mgt Jan 2003 Slogan should be original Originality is king. Originality stands out. Originality improves the chances of impressing the message on target group. But, originality is hard to come by except with creative process. For example: Business Today (Business magazine): For managing tomorrow BT any issue Maruthi (Wagon R): Inspired Engineering Readers Digest Jan 03 Telco (Tata Indica): More car per car TOI 3/2/03 Pepsi (soft drink): Yeh dil mange more TOI 5/2/03 Sansui (TVS): Better than the best DC 3/2/03 Philips (TVS): Lets make things better, TOI 3/2/03 Ing vysya: Adding life to insurance ,Brand Equity quiz book, Jan 2003 MRF (Tyres): Tyres with muscle Eenadu 1-2-03 Slogan should be simple Simple means it should be short and in simple word so that the target market understand and get impressed. Being simple excludes many things. conversely accommodating too many meanings in a simple phase requires high thoughtfulness. But the most common folly is missing out the best in the endeavor to express the best. Simple words can tell simple things but not big ideas. Being too simple is tantamount to mediocrity unless some rhythm, rhyme and magic are built in to it. Let us look at a few practices. DHL Worldwide Express (Cargo): The pulse of business, TOI 28/1/03 Amity B-School: We nurture talent, TOI 3/1/03 Fenna (India ) (Industrial product) : Fit and forget BW 17/2/03 Andhra Bank (Credit Cards):First in service best in banking, CFA Jan 03, Eureka Forbes (Aqua guard water purifier): your friend for life , Brand Equity quiz book Jan 03 LG Electronics (Electronics): Expand your life , DC 4/2/03 Thompson (TVS): Happy technology to you, TOI 3/2/03 Slogan should be neat A neat slogan helps portray the product progressively in the punters perception. For example: PC Quest (computer magazine): Enhance your computing, PC Quest any issue Nestle (Nesthum): Light Nutritious TH 30/1/03 Britania (biscuits): Eat healthy, think better TH 6/2/03 Slogan should be believable Poetic expressions and exaggeration is seen on the endlines, such as: HSBC Bank (Credit Cards): The worlds local bank , Readers Digest Jan 03 Aaj Tak (News Channel) : The nations best news channel BT 2/2/03 Seagrams (Music products) : Above it all BT 2/2/03 Mahindra Mahindra (Scorpio Zeep): Nothing else will do, BI Jan 20 Feb 2m 2003 Sansui (TVS): Better than the best, DC 3/2/03 Servo (Engine Oil): World Class engine oil, CFA Jan 2003 LIC (Komal Jeevan): Zindagi ke saath bhi, Zindagi ke baad bhi, Brand Equity Quiz Book, Jan 03 Firmly anchored on truth, honesty and simplicity, the phrases lend themselves to be believable. Overstatement as well as understatement will stifle believability. Take a look at a few cases. Slogan should help when customer ordering the product or service Slogans distinguish some from the other in the product line or choice set. They facilitate customers communication with the selling, obviating wrong shipments. The cases in point are: BMW : I want to have the ultimate driving machine , AXN Channel Weight watches: Give me taste, Not waist, HBO Channel (Meals) Fed Express: why fool around with anyone else, HBO Channel Slogan should not be in current use by others The more different users of a slogan, the less effective it is. Banker and insurance companies and also telecom companies use more or less same meaning giving or with same words in their slogans. The mission, strategy and message of two brands may be the same. But each of them should occupy a distinct slot in the consumers mind. This is what brand positioning is all about. The slogan in most cases expresses its position. If the positioning is proper, this slogan will not be in current use by any other brand. Take a look at a few cases. AIMA (B-School): Excellent in management Indian mgt Jan 03 ICFAI (B-School): In search of excellence, TH, SBI (Home loans): with you all the way Readers Digest Jan 03 HDFC (Home loans): with you right through TOI 3/2/03 LIC (Insurance): with you all the time Fortune India 31/1/03 TATA AIG (Insurance): with you always BI Jan 20-Feb 2 03 Bank of Baroda: Banking on relationships, CFA Jan 2003 The Dhana Lakshmi Bank ltd: Relationships for ever, CFA Jan 2003. Slogan should not be bland, generic or hackneyed Slogans that are bland, nedolent of mom and aprole-pie, clearly suffer a weakness. Almost any brand could use these lines and lines are dull and monotony. For example. UTI (MF): For you better tomorrow, CFA Jan 2003 Union Bank of India: Good people to bank with, Readers Digest Jan 2003 AIMA B-School: Excellence in mgmt, Indian Mgt Jan -03 GE Country wide Consumer Financial Services: We bring good things to life, DC 10-2-03 West Bengal IDC: Making things happen, Indian mgmt Jan -03 Slogan should not prompt a sarcastic or negative response Malaysia Airlines: Going beyond expectation , BI Jan 20/Feb 2 2003 (Expectations differ from passenger to passenger) Fiat Palio (4 wheeler): Technology to the max, DC 6/2/2003 (Can you define the max limit of the Technology) Ing Vysya life insurance : Adding life to insurance , Brand equity quiz book Jan 2003 (How can it be possible?) Slogan should not be pretentious This is called pomposity test. Promise less and deliver more mind set leads to high customers satisfaction. Promising what is not possible will only result in fast slide of the brand along graph line of satisfaction and loyalty to customers. A slogan should give the true spin of importance for example: IIPM -B School: What we teach today the other adopt tomorrow Community (Digital copier): We are in your corner, BI, Jan 20 /Feb 2003 Birla sun life insurance: Your dreams our commitment, BI Jan 2/Feb 2 2003 AFL private (Cargo): Where movement is a science, FI 31/1/03 Slogan should not be negative Negative Advertising is hard to justify and some times the negative slogan confuse the customer, such as Yashoda Hospitals: We hope you will never need us, TH 8/2/2003 Slogan should not neck of corporate waffle, hence sounding unreal For example DSP Merrill lynch (MF): Bullish on life, TOI 11/2/03 (Onida) MNC Electronics (Black TV): It will change your world DC 3/2/03 KLA Electronics (UPS): Leadership beyond compare, Data Quest 31/1/03 South Eastern Railways: Striving for excellence DC 10/2003 Slogan should not be a so what ? or Ho-hum statement For example Bharat overseas Bank Ltd, A bank owned by 7 banks (so what ?), CFA Jan 2003 Slogan should not make you say oh yeah For example: Apex Academy (IIT /JEE coaching): We take your career as seriously as you do! TOI 10/2/03 (o w yeah!) Videocon (Electronics): Technology for health and pleasure, Brand Equity Quiz Jan 03, (oh yeah!) Patni computers: world wide partnership, world wide solutions,TOI 5/2/03 (oh yeah!) Slogan should not be meaningless and complicated or clumsy For example AFL Private (Cargo): Where movement is a science, FI 31/1/03 Yamaha (Enticer 2 wheeler): Blue blooded Yamaha, TOI 4/2/03 Slogan could be trendy It implies that a slogan should be as short as possible Single word slogans are : Compaq HP: Invent , Data Quest 15/1/03 Apollo Tyres: unstoppable , BI Jan 20/Feb 2 2003 Two or three words slogans and three terse ideas such as: The new Indian express (news paper ): Sarvathra Vijayam Newspaper any day Business Today: For managing tomorrow , BT any issue Maruthi Vagon R: Inspired Engineering, Readers Digest Jan 2003 LG Electronics: Expand yourself, TOI 3/2/03 Syndicate Bank: Reliable, Responsible, CFA Jan 2003 Jaypee institute of mgt : Education, Enlightenment, Empowerment, TH 12/2/2003 Khazana Furniture: your status, your taste Your class, our solutions,TH 15/2/03 DISCUSSION AND CONCLUSION Slogans with power-packed words conveying what the brand stands for are handy tools, for all companies big and small. One is yet to see a brand which expresses itself without words. Integral to brand building unequivocally are slogans. Slogans and non verbal messages reinforce each other in communication effort. A unique and winning slogan should be a product of aggressive brain churning done by more than one individual over a considerable length of time rather than just a few hours. Slogans framing calls for pooling of talents, clarifying of vision, visualizing of the graph line of products growth and evolving of a communication strategy. The exercise involves efforts of many creative people cutting across all echelons of organizational hierarchy, but primarily with a lead role assumed by top brass. Efforts and seriousness shown in slogan making foretells the future success of the brand, since it covers a wide range of decisions including strategic as well as tactical ones, if at all right decisions are anything to do with brands success. Slogan framing if interested to ad-hoc advertising professionals will be ill-fated unless the professionals are thoroughly familiar with the brands and its strategization through their long association with the brand. Focus on slogan making is focus on an area of paramount importance since it touches on strategization and communication. The analysis has boiled down to identification of chief functions of a slogan and critic for effective slogan. The functions of an effective slogan are: Credibility b) Convenience of recall c) Communicational ease d) Creative distinctiveness which is called 4Cs testing framework. 4Cs testing framework can not only help evaluate the effectiveness of a slogan but also create a new winning slogan. The first and foremost function of slogan is establishing as well as maintaining credibility for the brand. Timothy prescribes that it should be believable, should not be pretentious, should not be unreal, capable of invoking positive feelings, tout key benefits, represent personality of the brand and trigger deep strategy oriented thought process. Secondly, the slogan should help recall the brand name and the slogan itself. The prescriptive phrasing is that the slogan should be memorable, simple, and neat and reflect brands strategic orientation. Thirdly, the slogan should be of high creative distinctiveness, which of course is a product of high-rung creative thought process. The prescription for achieving this functionality is that the slogan should be trendy, original, differentiative and personality reflective. It should not be bland, generic, hackneyed and should not generate lackluster responses like so-what, ho-hum, oh-yeah etc. it should not be already in use by others and preferably should hedge itself against authorized or unauthorized use by competitors. It should not be a source of negative responses. Perhaps sarcastic phrasing will invoke negative responses only. Lastly, brand and business depend heavily on communicational ease of the message and slogan which is the subject on hand. The slogan should be campaignable and capable of providing ease of ordering a product by a customer. It should not be sarcastic lest negative responses are brought forth. Fig 3. 4Cs TESTING FRAMEWORK CREDIBILITY CONVENIENCE OF RECALL CREATIVE DISTINCTIVE-NESS COMMUNICATIONAL EASE Believable Not pretentious Not unreal Source of positive feeling speaks of key benefit. Memorable Aids in brand recall Simple Neat -Strategic Trendy Not bland Original Not in use by others Makes the brand standout Non-encroach able to competitors Does not generate lackluster responses Campaignable Ease in Ordering No

Consumers Attitude Toward Apartment in Bangladesh Essay

All the actions have a motivational component that led him towards an action or behavior. A person needs, wants, interests and motives are changing and consumers’ behaviors are directed accordingly. Most of the businesses are on the principle of profit maximization and on the other hand consumers goals are to maximize their utility and satisfaction. As far apartment is concerned developers want their profit maximization and utility and satisfaction from consumers’ point of view. Housing or shelter is a physiological need for every human being. Purpose of the report This report is one of the requirements of our consumer behavior course. Despite this, we tried to evaluate and examine those factors that motivated them to undertake a buying decision and their perception and attitude towards apartment. Objectives of the report Identify and analyze the motivational factors that lead to consumers to buy an apartment, their perception about the apartment and market condition and trend in Real Estate Business. Scope of the report The report is a product of existing practices in the market. We were encouraged to reveal the current participation in the real estate business. In our report we examined the consumer behavior and learning (knowledge & information) towards owning an apartment. For our report we have prepared a questionnaire and asked people living in an apartment and potential buyers as well as people who are willing to rent an apartment. The other side of the coin that is developers is not responsive as far as cost profit and promotions are concerned. They are responsive to reply the questions of segment, target market and potentiality of the industry. Limitation of the report Time was the prime factor that dictates us to lower our sample size. Initially we tried to conduct 25 people (both living in an apartment and potential buyers) and 5 developers but in reality we conducted 15 (both living in an apartment and potential buyers) and three developers. Company’s management was not so much cooperative and provided inadequate information, which had a material, affect. We didn’t find any institution that formally gather information about real estate business and the structure of the industry. We found only BIDC that undertook a research on real estate in 1991. But after searching different newspaper offices we found some secondary information. We didn’t find any journal in our library as far apartment as well as real estate industry is concerned. Consumers were not homogeneous in determining the factors that persuade them to own an apartment. The scatteredness of the consumer poses limitation in comparison between factors influencing and persuading the decision making process. Methodology  At first we tried to gather secondary information and secondary data. But the volume of the secondary information was not adequate as a result we conducted a survey. Regarding the collection of the primary data we have prepared a questionnaire and in some extend we interviewed personally (Depth interview). So we may title our report as a combination of quantitative as well as qualitative research. We attached some news bulletin of real estate that may help to visualize the current position. Our sample is composed of 15 consumers and 5 developers. We covered only Dhaka city and selected area namely Gulshan, Bananni, Dhanmondi and Moghbazar. The variables used in our report are income, price, age, occupation, social status, employment and preferences. We followed finding analysis technique to come to a conclusion, which may or may not support our objectives. Background (inception) of the Industry The concept of apartment is not very old. In Dhaka city, The real estate business, especially apartment projects, started in the late 1970s and early 1980s. In Dhaka City, the Ispahani Group was the pioneer in this sector. In the early 1980s with the inception of Eastern Housing LTD, the business started flourishing. The industry growth rate is about 15%. More than 57 real state developers are now operating in this business and it is a booming sector of the economy. From the traditional perspective, people used to live in own house or as rental basis. After the independence, population of Bangladesh had risen very sharply in an alarming population growth rate. Due to this reason the demand of living facilities of huge population became a crucial and challenging problem to optimize the land, which will allow to accommodate a large number of people in relatively small land, the apartment concept had been created to meet the objective. As far Dhaka city is concerned the apartment can provide shelter for the large number of people. This situation welcomed the apartment business to flourish. However, at first the culture and traditional life style became the constraints to adopt this way of living. As time passed people modify their beliefs, attitude and perception. People became interested about the issue while the demand to own an apartment began to rise. Since the late 1980s to now on construction of apartments are increasing. Recently the competition among developers take an intense form that give more bargaining power of buyer over developers. Our report reveals that people are becoming more sensitive about the developers. They are searching for more information about the price, design, features and facilities of the apartment as well as the educational background of the developer. Many factors influence the consumer behavior and family life cycle.

Gay community

But the same has never been accepted in any society of the world even though there are traces of such reactive that goes on off the curtain including India. Sherry Joseph through his study made an attempt to understand the Indian Gay and Lesbian movement through the wider perspectives of identity politics. In an era of gay and lesbian normalization, the homosexual immigrants of Indian subcontinent demanded in Britain and America: An agenda within a racist climate different from the agenda imposed by white gays and lesbians.The impact of colonial history and concepts of orientation upon world- views and perceptions has played a central role in how non white people have been defined†¦ Silenced in both south Asian patriarchal societies and the white gay communities in America and Europe, the south Asian gays and lesbians have had to invent themes, often with new terms of identification (2228). The identification of one†s sexual behavior is again the product of the western ide ology as the entire West rests on Christian values as their prime ideological moorings.In post colonial era scholars of the empire began to deliberate on a new terminology that can be conveniently used to identify people not preferring to be heterosexual. Thus came, the term alternate sexualities mainly as â€Å"an attempt to colonize the general notion and establish the existence of various expressions of sexualities surrounding scriptures, arts, life histories etc. â€Å"sheep: 2229). VOLVO. 1, ISSUE 5, JUNE 2014 www. Manipulability. Mom 41 Even with such terms the real scenario of gays and lesbians in India is that they continue to be a band of ostracizes group, socially excluded, and are subjected to homophobia. Attain is more concerned with the contemptuous view of the society upon the homosexuals what brought them down as a minority with a degradingly low social respect. He attempts to undo, if not legally approve, mainly homophobia, a ERM that refers to unreasonable fear of the gays or lesbians.A subjectivity of human beings is again centered with an appeal to all that they may in every way be treated as human being the way the third wave of feminism vouch for treating women not as a gendered identity, instead they should be looked at and thought of as human beings first . A change of attitude is the central focus. It†s a fact that the majority of people in any given society are heterosexual and the identity is based on the penetrate heterosexuality.Naturally, people with same sex behavior are not only a minority, but also practice of such is a taboo, inasmuch as the Judder- Christian values and beliefs held that non-procreative sexual acts were a sin against nature and consequently frowned upon in the culture. This value system shaped the legal binding on sodomy's as a criminal offence as seen in the Indian Penal Code (EPIC) Joseph: 2228). The entire world is still in a suspended state as to its stand on validating gay marriages on moral ground s and value system.The values also has undergone change over the years especially, after the postmodern scenario of anti essentialist and anti foundational. Gay and lesbian movement all over the world as caught the attention of people in general into thinking on the issue seriously. President and Founder of the Christian Apologetics and Research Ministry, Matt Slick feels his concern to write on the subject as: Homosexuals want others in society to accept them as normal people with normal sexual behavior patterns. They are working hard to change moral, social, and political opinion to be more in line with what they want.They are not content to be by themselves. They want others to accept them as a philosophically, morally, and ideologically valid. They want to change the opinions of people. In short, they want to change society. Therefore, it is necessary to write about something that can so drastically affect the moral fabric of this country (Matt Slick. CARR). Attain also has felt the same concern for Indian homosexuals. Scriptural truth is a permanent reality, yet values keep changing over time with the multifarious development of the world in an ever changing world of ours.Further, Attain is Justified in his handling the controversial issues openly in drama as in the West the Journal like Human Events has Justified the cause that: If we are on the right side of one of the greatest social, oral and spiritual issues of our time, then we need to dig deep, hold our ground, strengthen our commitment and redouble our efforts, regardless of cost or consequence on an almost daily basis, the mainstream media assures us of two things: Just as many conservatives and VOLVO. ISSUE 6 42 traditionalists were on the wrong side of slavery, segregation and women†s rights, we are on the wrong side of the gay rights issue today†¦Ã¢â‚¬ ¦ ( Traditional Osteoarthritis Values) Indian gay and lesbian movement gained ground during ass onward and they have common goals of opting for same sex marital relationship or like a living- gather like any other heterosexuals. Both of the communities might be disapproved by the general Indian mass, yet they differ in terms of the power relation they occupy or the space they could create for themselves.Certainly, gays have greater dominance since they belong to masculine gender and India is always a male dominant society. Indian lesbians in the ass were part of the feminist movement but later on the tie is snapped off for the same reason of societal disapproval and homophobia. The active lesbian group like Khakis† in Bombay was initially a part of he feminist movement group, but later on it stopped receiving any communication or cooperation from the later. So, rightly lesbianism deserved its legitimate place in Indian society given the age old injustice to Indian women.The present status of Indian gay and lesbian groups are rooted to the emergence of south Asian gay and lesbian group publications in Europ e and America in ass of which Terrine, Sammie, and Dost were prominent. Whereas, at present only three groups in three metro cities like Bombay, Madras and Delhi are functional with least number of lesbians or women activists in them. Naturally, the lesbian women stand doubly marginal's, first by being women and then by being lesbians.Some of them may still be viewed as the marginal's of the marginal's who have been forced to be isolated -turned lesbians for being subjected to marital torture, dowry related oppression, sexual violence and so on. Thus, their sexual identification as lesbians is the result of their series of normalization and a shift of political consciousness. The gross normalization of the gay and lesbian community occurs from the dichotomy of home sexuality and heterosexuality.The policy of domination by the majority to minority, or by the powerful to the powerless has been as old as subjecting Eve to eat the forbidden fruit by Adam and thereby bring the hubris upo n the earth. Such prominent dichotomies are black and White races in America, immigrants and natives in Europe and the US, male/female and so on. Even among women, there are black and white women in the US, upper and lower caste women in India, and other common distinctions are based on class, race community all over the the world.The third wave of feminism has some common causality with the gay-lesbian movement. Women are looked as stereotypical image as wife or as a shadow to a an. Singletons is not accepted as normal in India. Such situation forces women to go for a marriage of convenience as the case happens in the Do the Needful where Lata and Lapels accepts marriage to maintain the status quo and later on they use the liberty to pursue their own choices .The gay movement†s claim of getting fair and equitable treatment as citizens of India is quite tenable and in unison VOLVO. 1 with the article 38(1) of the directive principles of state policies of the constitution of In dia that states : â€Å"The State shall strive to promote the welfare of the people by securing and protecting as effectively as it may a social order in which Justice, social, economic and political, shall inform all the institutions of the national life†( Directive Principles of State Policy) .Drama functions as an intellectual sap to the society mirroring the actual happenings on stage and this particular drama has shown the exact picture of the functioning of all gay people in India. It has helped creating more tolerance and space for them than it was before. Now it†s common that the gays and lesbians come together from across the country to show their solidarity and a sense f belongingness as a community by lending all possible supports for one another.Currently, India is on a path of new social and economic reformation of which class consciousness is replacing caste. Similarly, dominant social groups and structures based on tradition is giving way to differentiati ons which is again supported by its own discourse in a post modern setting that goes against any fundamental essentialist. On a Muggy Night in Iambi shows the intensity of gay love. The depth of experience is communicated through the stage setting in which the combination of the silhouette and the indoor present an outline of the condition ofIndian gay people as a whole to the audience. One of the prominent techniques of Attain is to create the dramatic tension which highlights the depth and breadth of not only a character but also engages the readers ‘audience into their own attitudinal turmoil to the reality of human experience. Individual talent and dramatic techniques help spinning a mindset of people toward more acceptances through a slow process of evolution.It is slow because the impact reverberates into the minds of an audience and the same helps consolidate their rational approach to the vexed issue to be translated into acceptance. Attain†s themes are tradition al Indian society and its design is to impact upon the gay, lesbian and on any one who is opposed to heterosexual as defined by society. The play is a realistic picture of society as to how does it affect an individual behavior when one is denied any self expression and hypocrisy is upheld for the sake of tradition.This leads to the visualization of the character against social expectations and the same question Shard in On a Muggy Night in Iambi is haunted by as the national anthem, not as the celebrated Jan Gang, Man†, but as what Makes A Man A Man† (Collected Play: 55). This question teems from his quest for existentialist and as important as the national anthem. Samples is engaged with a love of convenience or sham- love for Samples who only makes an attempt of love, but his heart is engaged somewhere else what evokes Shard†s laments: â€Å"l wasted a year of my life being a house wife for you and all I get is a kick in the ass!You beast (56)! Shard discovered that Samples was in love with Parka's, but he too was a wounded lover, for Parka's was more afraid of being banished by the society and hence, distanced himself. Shard loved Samples truly as he put on sinner†(vermilion) like traditional women ND wore bangles what he broke at a height of emotion, for what he found is now lost because of Parka's. Shard helped him forget his lost-love with Parka's but hardly could he do that as Parka's kept cropping up to his mind painfully.Shard could not conceal his frustration of unrequited love with Samples to Deeply†s catalytic remarks that they must be back to terms of their love -relations: â€Å"If I had a lover, would I be such a bitchy? † Immediately, Deeply gets back to her natural sense of empathy for the female species saying that: Mimi can call yourself a dog, call yourself a pig, but never, ever insult a female† (59). Shard, while suggesting the guard to be shameless, accepts that the gay people are all shameles s, but this comes as his deep protest against such societal taboo upon them.Deeply is more of a flat character as she does not undergo any complex changes of life and performs more like filler, yet she is dynamic in her response to a conflicting situation which is expressive of her internal dialogues, put forward as external dialogues and reactions at various points in the dramatic narrative. That†s the reason that she retorts to the example of a bitchy. She o becomes more revelatory in her plea for an acceptance for gay people.Hence, she as with Shard stands between the two categories of round and flat characters in its literary sense; or rather they are an admixture of these two and hence may be labeled as catalytic character, who help manifest the main or dynamic characters like Samples or Deed/Parka's. She pleads for the gay men†s cause more than her own category of lesbians: â€Å"l am for gay men†s cause. Men deserve only men! (60). A distinct psychological mooring upon which one†s sexual behavior rests upon is set by the dominant discourse of any society.Attain sets a discourse through everyday language and out-on -the- street characters through distinct mode of sexism. For example, Deeply and Samples never feel any love for each other in a sense of love- making. It†s made clear when Deeply expresses that if Samples were a woman, they could be in a love and the same is reciprocated in opposite terms and finally Deeply asserts: â€Å"If we were heterosexuals, we would be married† (65).Deeply feels proud of being a woman: â€Å"Every time I menstruate, I thank God I am a woman†, the same word are suggested in a different way by Shard to register his contempt for all those who en any space for gay or lesbians: â€Å"Every time I menstruate, I thank God I am not pregnant† (66). Samples in the gathering of his gay and lesbian friends is obsessed with his lost love and separation with Parka's and in turn he makes Shard†s life miserable. In other words, victim turns into victimizer.Parka's, at the initial stage of the drama is a victim of social pressure what is made clear in the words of Samples himself: â€Å"He left me because he was ashamed of our relationship† (69). Samples was visiting a homophobic psychiatrist to get rid of his depression but the psychiatrist plunged him into a worse situation out of his own abomination of such gay people, for he believed only in aversion therapy which brought further depression to Samples as he VOLVO. 1 45 recalls: â€Å"Until he said I would never be happy as a gay man.It is impossible to change society, he said, but it may be possible for you to reorient yourself† (69). Arrant termed the doctor†s eccentric and homophobic view as primitive idea. In fact, the society is the great barrier what Attain†s dramatic technique and making of the characters unravel as an anti-venom against a venom of hatred for all these p eople who are trundling to be accepted as human beings and human dignity in the society. Bunny, the TV actor, too has experienced the same treatment of homophobia and non acceptance as gay.While all the gay friends assembled at Samples†s residence to sympathize with the tragedy of Samples, Sheehan music was pouring in. They show their antipathy by turning on CD player, for they are anguished as no such celebrations are solemnizes for them and hence, such rituals or music is, filthy hot air† (73) for them. Here, one contrast is shown: one marriage is going on with social gaiety amid colors and USIA down stairs and upstairs apartment is witnessing a break up of a gay marriage with the chanting of parallel mantra: â€Å"†¦This city and God are witness to my vow , I break all ties with Parka's†(73). Love for each other for these two friends is so strong that Samples could not tear up the Joint photograph with Parka's symbolizing their conjugal relationship. From the episode of separation between these two friends begins the tragedy of Koran, a dear sister of Samples himself. She was introduced to Deed by Samples since four years.The gathering at Samples†s flat upstairs in Act l, is the hot bed of making ND breaking all gay relationship and the trauma they bear silently throughout their lives. Koran came to know for the first time in that gathering that her brother is being treated for depression. When she goes to the bedroom to unpack her belongings she is visible to the audience that she was placing a photograph on the side table indicating not only her knowledge of the relationship of her brother, but also as a powerful symbol of her ensuing tragic course of life.All the three Acts are three in one. Psychic turmoil of all the characters, their pleasure and pain, frustration and evolve against the society are balanced placing them in the silhouette and the front show of the stage setting. This Juxtaposition of interior and the exteri or or the front and the back stage against each other is to create a deep impression on the audience† s mind as to the conflicts that goes in their consciousness, yet how they struggle to reconcile with the stern reality of society- a reality divorced from free expression and fair play.Samples the main character of the drama is brought in the Act II with brilliant dramatic technique in which he walks by Deed at the lonely park at round 8. 30 PM, yet not visible to the audience. He has throttled a few pegs to get rid of his depression and he divulges the fact of his coming to the park as to let someone know his story before he ends his life by committing suicide. Someone exactly listens to his story (history? ) who, in turn, is the exact cause of such wretched condition of life.Social paranoia is what troubled Deed as he was a little more reactive to people†s suspicion about his gay relationship with Parka's that turned him into hyper vigilant against any social threat fr om any quarter. Samples struggles or visibility of such relationship against the blind sensibility of average people: â€Å"They can†t see us at all, although we can see them. They must be blind† (81). Then, Samples asks Deed to close his eyes, stand behind him and kiss gently to discover: â€Å"Can you see how beautiful we are† (82)?Through long pause and silence after this warmth of feeling of the two old lovers, fading light, slow music and then Samples†s appearance on front show of the stage to Join the gathering of his friends of Act I while the light reappears to create a sense of change of time and space, is a reliant technique of creating two distinct mental spaces into the minds of the audience: to recreate the subtlety of feelings of these two men off the glare of the everyday world in their minds and the dreary intercourse of the same world under the visibility of everyone in which hardly they could feel proud of and contented with what they are all about.Surreptitious orchestration of pause and silence, music, light are done to heighten their speed of the stream consciousness natural to all human beings. Social pressure is so enormous that Deed†s psychiatrist could convince him that is love is the work of a devil and through regular church going alone could absolve him of such devil. Samples also believes it and so he wants to avoid showing the photograph of their love making to his own sister, Koran, who is now going to be married with Deed. On the other hand Arrant, an European immigrant, is contrasted with his Indian counter parts of gay community.In Europe he has greater freedom of being honest to his sexual behavior but in India he might not expect the same degree of freedom: â€Å"There is such a thing as honesty. Or maybe it is the company you keep. Or maybe the company I am in† (88). Further Arrant is perturbed seeing closet homosexuals† in India and he regrets being an Indian on grounds of his v antage point of Western immigration. His statement to Bunny echoes the shifting subject of spirituality in Indian society: â€Å"l can†t seem to be both Indian and gay. But you are simply ashamed. All this sham is to cover up your shame (88).The hypocrisy of Indian society is again substantiated through Bunny†s character. He belongs to Sikh community, yet he avoids wearing a turban as he would be subjected to stereotypical role of being a Seaward . The characters are designed skillfully representing every type and category of India gay and lesbian people on stage in an effort to producing a gay ambiance within an hour or two to show what India is passing through presently. The real plight of this marginal's community is made clear in exact terms through Deeply†s words that it is more fear of being ostracizes or a subject of homophobia than any stigma of shame attached to them.Basic human dignity is at stake for all these people in general. Being woman and lesbian is more pathetic in India when Deeply makes it pretty loud and clear: â€Å"It†s not shame, is it? With us? It†s fear†¦ Of the VOLVO. 1 47 corners we will be pushed into where we don†t want to be† (89). Attain†s effort has been to widen this corner of Indian society to make it at least as large as to accommodate these innocent Boniface citizens of a sovereign country, known for its age old tolerance and universal acceptance.Of course, India as a nation could be described in no better terms than the first address at the world parliament of religion at Chicago by Swami Vaccinated: â€Å"l am proud to belong to a nation which has sheltered the persecuted and the refugees of all religions and all nations of the earth† (Vaccinated: 3). Naturally, Attain has every reason as an artist to reinstate the glory of this great nation by upholding the cause of the marginal people toward greater tolerance and acceptance for all. Equally fluctuating is the condition of Shard†s mind after being broken from Samples.He too wants to force his way to be straight , to be a real man only to be accepted by the society, even though he knows deep down within himself that he is as gay as a goose† and seeks the advice of a psychiatrist only to invite a fresh misery in his life. Koran still thinks wishfully of a happy bond between her brother and Shard as she recalls her own life of solitude after divorce. She also warns about the gravity of misery a woman undergoes in this country Just because of male dominance.Shard†s decision to act like a straight might shatter a woman†s life: â€Å"And think of the poor woman. You may end up marrying Just as a cover up for your shame† (102). Bunny accepts that he is a gay man and keeps deceiving people through his constant denial and in the process all such gay people vacillates between the world of reality and the world of sham, finding no permanent anchor to embrace with full ness of heart. The last scene of Act Ill lays bare the absurdity of life of all the gay people on stage who are representative of entire gay community.Deed is the most pathetic character not only for Deeply, but also for every viewer or reader the way he has shattered the lives of Samples and Koran. He also could not remain immune to this wretched condition of life as a closure look and a psychological delving into his character reveals that he is more sinned against than sinning. His very purpose of marrying Koran was a matter of convenience so that he could continue his love for Samples without any suspicion from any one. Certainly, in the process he could save one life at the cost of the other and the other is a woman.Koran, while looking at the photograph of Deed and Samples kissing each other, cries out through the open window leading to the vacuous blue sky of Bombay. She must have felt the void of the sky more than anyone else who has not passed through the tormenting labyrin th of life like hers. She is that subaltern woman, conditioned to tolerate torture and untold suffering. She remembers her past life as to how she used to be beaten up by her husband ND still she continued to accept and digest all these as she believed and felt that he loved her: â€Å"l felt he loved me enough to want to hurt me† (107).She questions Deed†s motive of marrying her and the answer comes out as her dramatic monologue that all such gay people behave in a stereotypical manner VOLVO. 1 as â€Å"we Just don†t know what else to be† (107) ! The imagery of the photograph with Deed as the best couple on the floor that appears in her mind matches with the vacuous blue sky to condense the absurdity of her life. The explosion of fireworks, colored sights and loud screams of delight from the ground floor heightens the inner turmoil of a saddest thought, perhaps churning an existential dilemma in her mind.Deed in utter shame and disgust for life is complete ly broken down: â€Å"Where do I begin? How do I begin to live† (111)? All the characters on stage are suddenly plunged into existential dilemma in the world of uncertainty and absurdity of life. The height of the dilemma in the last scene is accentuated by more firecrackers and lusty yells from the wedding below. Lights are slowly fading to beckon the void while the pictures of Deed and Samples and Koran ND Samples are slowly evanescent from the minds of the audience before it is completely engulfed into darkness.The stage setting and delineation of the pathos of the characters, here, Just reminds one the most exact definition of short story by Arbitration Étagà ¨re: Simple events of life happy or sad, Some sad strings from the train of forgetfulness, Not fraught with heavy descriptions, Not crowded with events, No advice, no philosophy Only the feeling that the story is not yet over Although there is no more to read! (Bangladesh) Conclusion: The queer characters repres enting both the gays and lesbians of urban diddle class India undergo a tortuous Journey of visualization due to homophobia and social boycott of such people.Attain has been true to his calling as a dramatist to show their painful odyssey of modern India, yet how the issue escapes the thinking mass to be considered for an acceptance and a right place in the society. It†s rightly an odyssey as the victims at times turn into victimizers; thereby bringing upon them a series of miseries, little knowing what exactly ails them. The dramatist has won the heart of every one by bringing this cause of ailment, the whole truth of it, on stage with all sincerity of purpose.